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On this episode of the Advanced Selling Podcast, fact-checking Doug Drozen does a whole lot of work for a whole little nothing.
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Brian finally learns what a modern proverb is, and John from our nation s capital wonders, should I be first to quote or last?
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Hey, welcome back to the Advanced Selling Podcast, the longest running sales training podcast on planet Earth.
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I m Bill Kasky.
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Brian Neal over here.
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And Happy New Year to you.
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It s not Happy New Year s, is it?
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Is it New Year s?
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No, no, it s Happy New Year.
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Everyone says Happy New Year s.
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The year doesn t possess anything in that.
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But we re really glad you joined us.
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And we had a great year in 2017.
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We hope you did.
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And our listenership continues to improve and increase, as does our engagement with our listeners.
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So as we always say, and we really mean it, if you have something to say to us, keep it to yourself.
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Not.
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Listener at advancedsellingpodcast.com.
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If you ve got a question that you want to send in, a voice memo, if you ve got a complaint, if you just want to talk about some kind of success that you had, we d love to hear that.
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We don t get too many complaints.
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That s good.
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No.
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It s a good indicator.
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We get complaints when our little intro goes too long.
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It s not very many.
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I know.
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Did you have a good holiday break?
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I did.
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I did.
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I did not go anywhere between Christmas and New Year s.
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Yeah.
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Or as my friend puts an S at the end of every store, like Nordstrom s.
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Yeah.
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Kroger s.
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Kmart s.
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Walmart s.
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Who does that?
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Does someone do that?
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Somebody does that.
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You can t say they re not.
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Well, I think a lot of people do that.
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That s really annoying.
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I know people that do that.
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So now I do it.
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It annoys the hell out of my daughter.
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The internets.
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Right, but you see I can t I m not good between Christmas and New Year if I don t go somewhere Oh, I know I need to go somewhere because if I don t guess what well I spend I come in here I fuddle around yeah futz around fiddle fits, but be careful.
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That s okay at Starbucks or whatever and it s not good for me because if you re gonna be taking time off you got to get out of town Yeah, yeah, you got to be
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cut off from eternity, so.
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You do.
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Do you want to do the fact-checking?
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Yeah, sure.
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Real quick.
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Of course, yeah.
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Because we had a question that came up in December that our fact-checking maniac, Doug Drozen, came back to us with.
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So let s hear what he has to say.
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And he s done a little bit extra research.
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I don t want to know how many hours he spent on this.
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Hi, Bill.
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Hi, Brian.
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It is fact-checking Doug Drozen giving you a call here from the frozen tundra state, formerly known as the Garden State of New Jersey.
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A few weeks ago, you were seeking to identify the author of a saying, and that saying is, if you don t stand for something, you ll fall for anything.
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Well, my research led me to an interesting website called Quote Investigator, where it appears that six or seven folks were originally thought to have been the author of the quote.
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Yet at the end of the entry, it is written, in conclusion, Quote Investigator believes this saying is a modern proverb with unknown authorship.
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So there you have it.
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There is no answer as to who actually came up with that quote.
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So I want to also just take a moment to thank you for the incredible podcasts you do week after week, and to wish you and the ever-growing advanced selling podcast family a happy, healthy, and successful 2018.
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We are now, effective today, looking for a new fact checker.
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Why?
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No, Doug did great.
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No, we re not.
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Doug, no, you re still here.
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No, we love our fact checker.
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It s actually great to have a fact checker as part of the show.
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No, it is.
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But he went through a lot.
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And then there was nothing.
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There was nobody, which is a fact.
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It s a fact.
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I m always interesting in the phrase modern proverb.
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Does that kind of mean I can say anything and then call it a modern proverb?
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Pretty much.
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You don t have to attribute it to anybody.
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And not take credit for it anywhere.
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So it is interesting.
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It s funny.
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Because you know, I think about this.
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At some point, every saying in the world was said by someone first.
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So think about this.
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What do they always say on an airplane after the announcements are kind of over?
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So, so sit, sit back, sit back, relax, and enjoy your flight at some point, right?
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Because airplanes have only been around, you know, since the 1800s, somebody had to be the first one.
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I don t think it was Orville Wright who said, okay, Wilbur, sit back, relax, and enjoy your flight.
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Like, no, they re a little bit nervous, would be my guess.
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You know, Brian, in our training and coaching business, for years, we ve been mentoring and training sales professionals.
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And one of the most important elements to career success is aligning yourself with a company that develops people, values their customers, and has a portfolio of products that can compete with anyone in the market.
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That s why we recommend advanced selling podcast listeners have CenturyLink at the top of their list when looking for a new career opportunity.
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With the recent acquisition of Level 3, the new CenturyLink has become a world leader in the areas of cloud, security, real-time communications, managed services, and hybrid IT.
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If you re a top performer who is looking for a fresh start in 2018,
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visit CenturyLink.com slash Advanced Selling and join their talent community.
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Once you join the talent community, a member of their team will reach out soon to connect and see if a career at CenturyLink is the right step for you.
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CenturyLink, that s C-E-N-T-U-R-Y link.com slash Advanced Selling.
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OK, so here s our topic today.
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We well, it s a co-video mailbag sponsored topic.
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So why don t you tell us about a story you heard from a client?
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We did.
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Yeah, we are going dipping into the co-video mailbag today with a an audio question from a listener we ll get to in a minute.
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But
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If you re looking for a way to stand out, you ve heard us talk about Co-Video.
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We get asked all the time by our clients, how do I stand out?
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How do I make myself different?
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So much prospecting is being done these days through email that we ve partnered with our good friends at Co-Video.
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Just go to advancedsellingpodcast.com slash Co-Video.
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We have a special offer.
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This is a note we just got.
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When did I get this?
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Yesterday.
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Actually, 544 p.m.
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yesterday from a listener named Tiffany H., who s in the insurance business, says, guys, just use the video for the first time.
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Amazing.
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Just being at a full time sales job here has been anxious to try to video because not too many people.
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in my industry are utilizing video email.
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They re all using email, but not video email.
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She said, I sent my first one to a really important client in Texas.
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She s in Oklahoma.
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She s never met him in person.
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And the person thought it was awesome, with an exclamation mark there.
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The customer said, I can finally put a face to a voice through the email.
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It s a great thing.
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So she said the tool is going to be great for her, and just wanted to say thanks.
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for putting her in touch with the Covideo folks.
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SPEAKER_02
It s a great tool.
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I mean, I know they re a partner with ours, but it really is a great tool.
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We ve used it here at the podcast.
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It s so simple.
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Yeah.
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So if you haven t done already, go to just advancedsellingpodcast.com slash Covideo.
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We ve got a special offer to try it for free.
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And you ll probably be just like Tiffany.
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You ll use it once for free and say, holy cow, that was awesome.
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You ll keep using it.
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Advancedsellingpodcast.com slash Covideo.
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SPEAKER_01
All right.
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Here s a question from John.
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Hello, Bill and Brian.
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This is John from the nation s capital, Washington, DC.
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I m a huge fan of the podcast and have always turned to you guys for advice.
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I recently started a new job with an emerging technology vendor, and we provide a customer success platform for SaaS businesses to help retain customers.
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The space is still new, and most companies are just now starting to adopt this technology.
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After a week of starting the job and absorbing as much information as possible and really listening to a healthy amount of pre-recorded calls, I ve started to notice a common objection.
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Most calls are ending with the prospect saying, well, you re the first vendor we ve looked at.
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We still want to do our due diligence.
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So I m guessing that either we re always the first to respond, or we just have amazing SEO.
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But with us always being the first at bat, how can I help guide the prospect through their buying journey?
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Or how can I take advantage of always being the first vendor evaluated?
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Or even, what does this say about why we re always being the first vendor being evaluated?
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I always worry that the prospect is only going to remember who they saw last.
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So thanks so much for your time, and I hope to hear from you soon.
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Hey, great question, John.
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And Brian, I like the way, I like the approach he s taking on this.
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You know, he analyzed it, he listened to the calls, he recognized the theme, and he s got some good questions.
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And I think sometimes what we do is we rush to the answer when we really don t know the right answer, and he s asking the right questions.
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Yeah, there are lessons all the way through this process.
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Whenever we coach people and listen live and then give feedback, it s really important as the listener that you re listening and paying attention to what s going on.
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So it s good pointing that out, Bill, because I think John s done a wonderful job of stepping back from this and going, what s going on?
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The other thing that s interesting, and I know he s recording an audio, he doesn t sound overly stressed out about it.
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No.
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He sounds optimistic about it.
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This keeps happening.
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And there s some good parts to it.
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Maybe we ve got good SEO.
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That s great.
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And it s still there.
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So how do I handle it?
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That s a great approach to a problem.
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Some people show up to a problem defeated already, like, oh my god, this is so hard.
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I don t know what to do.
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And I know you feel that way sometimes.
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It s a great perspective change, though, to have the energy he seems to have.
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A guy that I used to work with who did negotiation skills training, he says, the thing you have to remember in negotiation
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There s always a solution.
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There s always a solution.
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It s rare that there s not any way to figure out how to work together or charge or fee.
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There s always a solution.
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I think it s the same thing here.
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There s a solution.
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We just don t know what it is.
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Well, actually, we do know what it is.
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But you don t, John.
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But you will here in about five minutes.
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See, there s been a guy standing out in the corner in San Francisco for 35 years, and he refused to get in a taxi.
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And then finally, Uber came along.
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And he s like, see?
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There s a solution.
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He s been standing there waiting for some guy in a Toyota Corolla to pick him up randomly.
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Very patient.
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35 years later, Uber s invented.
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Also, I think there s a lesson here for us, too, because we do spend a lot of time in the prospecting
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World here on the podcast and those are a lot of the questions is how do I get more clients?
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How do I start more discussions?
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How do I get leads in inbound outbound and here you ve got leads and now you ve got another issue Which how do you close them?
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And how do you convert them?
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So that s I think it s a very good.
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It s a great problem to have I mean You re fine.
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We ve got some ideas here for you.
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So Brian, I think you ve got one more than I do Okay, why don t you head it off?
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Yeah, and I think these are all ideas.
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One just might be a statement of fact.
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So the first one, this can go with any problem you have.
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So here we re talking about his customers are saying, hey, you re the first vendor I ve called, so hang tight.
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Maybe we re going to go talk to a few more is kind of what I m reading into this.
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I m a big fan of acknowledging if something continues to happen, acknowledge it before they do.
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Acknowledge it before they do.
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So if you re getting any resistance point in any part of your sales process over and over again, the best lesson sometimes to and the best change to making your behaviors to bring it up, you know, before they do and say it.
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So, John,
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I would recommend you try to find some language up front as the person moves into the first call with you to say, hey, here s something that s been a very common theme with most of the people I ve talked to.
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Usually, we ve been the first vendor that people have spoken with.
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And there s something about them that wants to look around a little bit.
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So is that, am I the first one?
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Am I right with you?
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And are you in look around mode still?
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Or take me through that a little bit.
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And just bring it up before they do.
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Because I think sometimes it comes up at the end.
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Like you said, it s the end of the call.
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Put it at the beginning of the call, and then you can handle it better as it goes.
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Yeah, because if you get good at handling that, you want to be the first.
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Absolutely.
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There s this whole thing of recency and primacy in advertising.
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And recency is the most recent ad.
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scores the best, and that s the one you re going to remember.
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There s also the primacy.
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The first time you hear something, that also matters.
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And so it s really more the ones in the middle that get lost.
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And whoever you believe or listen to on that, psychologists, there s probably a lot in the recency camp and a lot in the primacy camp.
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Here s my thought, and I like yours, Brian, but here s mine, is I think you, whether you re first, last, or in the middle, you ve got to build your process
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so that you re memorable and relevant.
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Because if people are saying to you, you know what, I m going to go out and get some other looks at this, then that tells you that you weren t very memorable.
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You didn t blow them away.
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Right.
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And I know that we don t always talk about blowing people away with presentations, but if people are not saying to you, you know what, I love this.
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I ve got to go out because my boss wants me to check out three, but I got to tell you something.
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Yeah.
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I want to work with you.
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If they re not saying that, then you haven t done your job.
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I love that.
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I m going to pile on your point, because I ve got a version of that.
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But I m going to make it yours made mine better, which I wrote down, dictate the process.
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I m going to add to that, make the process valuable so that they buy the process, the buying process that you put in front of them versus your product.
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And so they can plug in any competitor into your process.
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So what that might mean is, hey, as you re having conversations, here s some things that you need to be doing, look for.
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Here s how you would test this.
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Here s how you would analyze your internal sales process and handoff when you re talking about client retention to make sure that no matter what solution you put into place, that s really important.
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SPEAKER_00
And now you ve got white paper.
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SPEAKER_00
You ve got things to write, to-do items, how to buy client retention software.
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There s a book, a little booklet to write, how to buy, how to know the difference to buy client retention software, that sort of thing.
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I m assuming that s what his solution does.
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Yeah, it s good.
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Very good.
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Let s see.
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I also wrote down here, this is very simple, is just asking them where they are in the process.
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And past that then, you should get into this too, I m kind of bleeding into my next one here, is why they re looking.
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So where are you in the process?
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And then what s driving you to look in the first place?
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Is there some issue going on?
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SPEAKER_00
Because that also gets lost, doesn t it, when the person has some reason.
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SPEAKER_00
Either, well, yeah, my boss, the CEO is all over our butt because our churn rate with customers is 30%.
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We got to get that down to 15% for our investors or something, that sort of thing.
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And he s got pressure to look.
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Or he went to some conference and heard about it.
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Like, oh, this is intriguing.
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And he s just looking around.
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So I want to know his motive for looking at where he is in his search process.
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And in my first call, second call, that sort of thing.
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That s good, yeah, because I think we do skip over that sometimes, inadvertently, but it does happen.
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So here s another way to look at it, is what are your competitors, John, really bad at?
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And generally, sales...
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Amateurs, which are not one, but sales amateurs, do two things wrong.
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They vault to the presentation too quickly, and they do not engage others in the client company in the process.
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So if you, and you may want to do a little research to find out what your competitors do.
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Maybe they re not very good at this, and all you have to do is do the things they re not doing, and you will rise up to be more relevant and memorable.
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But I think one thing you have to stay away from is vaulting too quick to the recommendation or the solution.
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And that is all part of, like Brian says, the process.
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Build a process.
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Take me through it.
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Walk me through it.
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Where are you going to blow them away in the process?
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Maybe one part of the process is, as Brian says, some kind of a little document that says how to buy this SaaS product.
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Or maybe it s a video interview with your CEO, where you interview your CEO and talk about why he or she started the company, what your mission is,
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What kind of call you really love to get every year from your customers?
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What do they say on that call that really gigs you?
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Make this thing really special, because if you do, you will break through the clutter and the resistance.
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And you may find they still have to go get two or three other bids, but you re in.
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In like Flint.
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Is it Flint?
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Flint.
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Uh-oh.
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Is it in like Flynn?
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Is it unlike Flynn?
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SPEAKER_00
No, no.
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SPEAKER_00
Hello, Doug.
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Doug has a new assignment.
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New assignment.
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He s got his own podcast called Fact Check Flynn.
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SPEAKER_00
Who s Flynn?
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SPEAKER_00
Fact checking Doug.
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SPEAKER_00
I don t know.
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SPEAKER_00
I always thought it was unlike Flynn.
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SPEAKER_00
Maybe not.
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SPEAKER_00
We ll have to look it up, won t we?
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SPEAKER_00
Fact checker Doug.
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SPEAKER_00
Unlike Flint or unlike Flynn?
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SPEAKER_00
We ll see.
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SPEAKER_00
I bet you when John was listening to what you just said, he s going, I do that.
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SPEAKER_00
I vault.
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Most people do.
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SPEAKER_00
They do.
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They get a hot lead from SEO, which is good.
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SPEAKER_00
It makes you feel good.
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SPEAKER_00
You re a sales guy.
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Like, OK, I got one.
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Person s real intrigued.
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SPEAKER_00
Do the demo.
1
SPEAKER_00
That s one of the downstrokes of SaaS, is they go so quick to demo, feature function stuff.
1
SPEAKER_00
And if the demo doesn t blow them away, like, oh, well, you re the first one I ve talked to, so let me keep looking.
1
SPEAKER_01
It s really interesting.
1
SPEAKER_01
I think that response, you re the first one I ve talked to, but I m going to keep looking, is a clue that something s amiss.
1
SPEAKER_00
There s no doubt.
1
SPEAKER_00
There s no doubt.
1
SPEAKER_00
Because if you find exactly what you re looking for, yeah.
1
SPEAKER_00
OK, so I have a one that might be a counterintuitive one.
1
SPEAKER_00
If this is going on, first of all, you have to know your stuff to do this.
1
SPEAKER_00
You need to know your competition inside and out, where they re good, where they re bad, what they do, where they fit niche market-wise.
1
SPEAKER_00
And I want you to think about sending them to your competitors, if you re that good.
1
SPEAKER_00
So if he says, am I the first call?
1
SPEAKER_00
OK, let me tell you.
1
SPEAKER_00
So who else is on your list to call?
1
SPEAKER_00
If you don t have a list, I ll give you a list.
1
SPEAKER_00
So you need to call these people, those people, and those people.
1
SPEAKER_00
Now, when you call, here s kind of what you re going to find, how we lay out in this market.
1
SPEAKER_00
You re going to find when you talk to them, they re going to, you know, this part.
1
SPEAKER_00
So you would tell them what to expect.
1
SPEAKER_00
And then when you call this other company, they have a niche in health care.
1
SPEAKER_00
That s where they started.
1
SPEAKER_00
If you look at their history, they ll tell you that.
1
SPEAKER_00
So they re really good at that.
1
SPEAKER_00
What some people will tell us is, well, it s not big enough and won t adapt.
1
SPEAKER_00
So this other group, so they re really strong.
1
SPEAKER_00
They re pretty fresh, though.
1
SPEAKER_00
They just started two months ago.
1
SPEAKER_00
So as you re saying all this.
1
SPEAKER_00
I have yet to sell that first client.
1
SPEAKER_00
You could be the first.
1
SPEAKER_00
You could.
1
SPEAKER_00
And so you re all just factual.
1
SPEAKER_00
And what it shows the client is that you re not scared of your competitors.
1
SPEAKER_00
You re not afraid.
1
SPEAKER_00
I m like, so go.
1
SPEAKER_00
That s what you re going to find when you talk to them.
1
SPEAKER_00
You probably should take a demo.
1
SPEAKER_00
And then the only thing I d ask for you in return is let you and I follow up, put a date down now on the calendar while we re talking to check back in.
1
SPEAKER_01
Brian, you know what I had here?
1
SPEAKER_01
Again, we never talk about these things in advance.
1
SPEAKER_01
I said, build your process so you re never afraid.
1
SPEAKER_01
Oh, really?
1
SPEAKER_01
Wow.
1
SPEAKER_01
Which is exactly what you just said.
1
SPEAKER_01
That s what it is.
1
SPEAKER_01
Put something in your process and never, ever be afraid.
1
SPEAKER_01
Now, if your process is really lousy and you don t have these things in it, then you re going to say, go down the street and check out ABC.
1
SPEAKER_01
And they ll go, and they ll like ABC, and you ll lose them.
1
SPEAKER_01
But if your process is not right, I m saying.
1
SPEAKER_01
But if your process is right and you lose them, oh well, maybe they were better.
1
SPEAKER_01
Exactly.
1
SPEAKER_00
Yeah.
1
SPEAKER_00
And maybe they should.
1
SPEAKER_01
And that s good intent.
1
SPEAKER_01
If someone comes and says, hey, I m
2
SPEAKER_01
I m really looking, like if someone came to me, I ll speak for me, but Bill may be similar, and says, what I m really looking for is a cookbook sales training program off the shelf with a binder, three ring binder, that s been used for 30 years.
2
SPEAKER_01
That s not what I do.
2
SPEAKER_01
It s not.
2
SPEAKER_01
And so I know some people in town absolutely that are really good at the cookbook training.
2
SPEAKER_01
They follow a process like it s biblical.
2
SPEAKER_01
And they re really good.
2
SPEAKER_01
And their customers, I think, are really good.
2
SPEAKER_01
And I ll give you their name and their number, and you can call them and talk to them.
2
SPEAKER_01
And they ve just expanded to 1.5-inch three-ring binders, I hear.
2
SPEAKER_00
They did.
2
SPEAKER_00
They re in version 25.
2
SPEAKER_00
They ve got too many pages for the 1-inch.
2
SPEAKER_00
OK, well, John, thank you for your question.
2
SPEAKER_00
And as usual, we love your questions.
2
SPEAKER_00
We ll be getting questions on throughout the year.
2
SPEAKER_00
And we ll try to do it at least once or twice a month.
2
SPEAKER_00
You can email us the voice memo of your question to a listener at advancedsellingpodcast.com.
2
SPEAKER_01
And I will tell you, if you email your question, you will get an email back from Bill asking you to put your question into audio format.
2
SPEAKER_01
So probably skip this step of emailing us and just put it in audio format.
2
SPEAKER_01
Go ahead and email it in.
2
SPEAKER_01
It s probably the best thing to do.
2
SPEAKER_00
And you know, we ve got those little, I won t say what they are, those little, and we need to start sending those out.
2
SPEAKER_00
For anybody who has a question, we should get their physical address and send this to them.
2
SPEAKER_00
So here s the deal.
2
SPEAKER_00
If you want to send a question in, record it on Voice Memo, email it to us at listener at advancedsellingpodcast.com, and put in your physical mail address, and we will ship something out to you that s small but mighty.
2
SPEAKER_00
It s a surprise, and it s pretty cool and hip.
2
SPEAKER_01
I mean, it makes you cool.
2
SPEAKER_01
Kind of makes you with it.
2
SPEAKER_01
I ve used it.
2
SPEAKER_00
You used it.
2
SPEAKER_00
Yeah.
2
SPEAKER_01
And every time people see it, they go, how do I get one of those?
2
SPEAKER_01
Now I can tell them, OK, you got to send in an audio question and put your physical address in there.
2
SPEAKER_00
Good job, John.
2
SPEAKER_00
Thanks for the question.
2
SPEAKER_00
Great question.
2
SPEAKER_00
I will see you next time.
2
SPEAKER_00
Bye bye.