0
SPEAKER_01
Hey, before we get started today, I want to tell you about a special masterclass we re hosting on December 13th called Winning the Buyer s Brain.
0
SPEAKER_01
Brian Gray will be joining Brian and I, and you can learn more about the masterclass at winningthebuyersbrain.com.
0
SPEAKER_01
We ve not done a live cast for a long time, and we thought this would be a really good topic.
0
SPEAKER_01
How do you position yourself in a way that compels emotional interest from the buyer?
0
SPEAKER_01
We want emotional interest because we know that s how decisions are made, not just intellectual interest.
0
SPEAKER_01
Our expert, Brian Gray, has studied neuroscience and will be sharing some simple ways you can use his approach to get attention.
0
SPEAKER_01
After all, attention is the number one currency today.
0
SPEAKER_01
Go to winningthebuyersbrain.com and enroll.
0
SPEAKER_00
In this episode of the Advanced Selling Podcast, I reveal one of my favorite movie chants from an old 70s movie, Bill gets a backhanded compliment from an air quotes old friend, and we make the case for you to join the podcast revolution and tell you why you must start your own podcast.
0
SPEAKER_01
Welcome back to the Advanced Selling Podcast, the longest running sales training podcast on planet Earth.
0
SPEAKER_01
I m Bill Kasker.
0
SPEAKER_01
I m Brian Neal.
0
SPEAKER_01
And we come to you every Monday morning, I don t know, probably 6 a.m.?
0
SPEAKER_01
When do we get up and do this?
0
SPEAKER_01
6 a.m.
0
SPEAKER_00
Monday?
0
SPEAKER_00
Well, we get up at 2.30, like Donnie Wahlberg.
0
SPEAKER_00
To prepare.
0
SPEAKER_00
Is he the guy that works out at like from three to seven?
0
SPEAKER_00
Mark Wahlberg.
0
SPEAKER_00
Mark Wahlberg does?
0
SPEAKER_00
Not Donnie, sorry, I get the wrong Wahlberg.
0
SPEAKER_00
Who s Donnie?
0
SPEAKER_00
His brother?
0
SPEAKER_00
His brother.
0
SPEAKER_00
Is it?
0
SPEAKER_00
Yeah, yeah.
0
SPEAKER_00
He works out at 2.30?
0
SPEAKER_00
He gets up at 2.30, works out three to seven, I think.
0
SPEAKER_00
He goes to bed at 7.30?
0
SPEAKER_00
7.30 he goes to bed.
0
SPEAKER_00
I like Mark Wahlberg.
0
SPEAKER_00
He s great, man.
0
SPEAKER_00
And he is ripped.
0
SPEAKER_00
Ripped.
0
SPEAKER_00
That s great.
0
SPEAKER_01
So yes, that s what we did today.
0
SPEAKER_01
And so here we are in the studio at 6.
0
SPEAKER_01
But anyway, the point is that we release a new episode every Monday morning.
0
SPEAKER_01
And if you are new to the podcast, we talk about such items as sales, success, coaching ideas, tips, hacks, strategies, and mindsets.
0
SPEAKER_01
Yes.
0
SPEAKER_01
Good stuff.
0
SPEAKER_01
Oh, I ve got a quick story.
0
SPEAKER_01
I had a lady and this is you re gonna have to tell me whether you think this was a compliment Okay, or a dig on you on me Okay, lady came up to me at Starbucks and she was a she s an old a friend from the past I mean, you know, just uh, that sounds terrible She s you know, that s code.
0
SPEAKER_00
You know what?
0
SPEAKER_00
I mean?
0
SPEAKER_00
Anyways, go ahead.
0
SPEAKER_00
No, she was like an ex-client.
0
SPEAKER_01
I can t remember who it was.
0
SPEAKER_00
It was a few weeks ago.
0
SPEAKER_01
It s getting worse, dude.
0
SPEAKER_01
I m digging myself
0
SPEAKER_01
She said, oh, Bill, I m so excited.
0
SPEAKER_01
You re doing so much on LinkedIn.
0
SPEAKER_01
You ve done so many videos.
0
SPEAKER_01
I see those videos all the time.
0
SPEAKER_01
You re doing great.
0
SPEAKER_01
I ve never listened to one, though.
0
SPEAKER_01
I always have the sound down.
0
SPEAKER_01
I ve never actually potted the volume up.
0
SPEAKER_01
But man, it really looks like you re doing well.
0
SPEAKER_01
How should I take that?
0
SPEAKER_00
That she s a casual, passive LinkedIn user.
0
SPEAKER_00
She just uses it to scroll through, kind of like Facebook, looking for the drama.
0
SPEAKER_00
She doesn t really want any good content from it, so.
0
SPEAKER_01
So maybe, yeah, OK, that s fair.
0
SPEAKER_01
But I mean, wouldn t you have thought, like, if I see somebody that I haven t seen in a while that I know who shot a video, I might give it, oh, eight seconds?
0
SPEAKER_01
I mean, I might actually listen to it for a period of time.
0
SPEAKER_01
But her, no, nothing.
0
SPEAKER_01
She probably means well.
0
SPEAKER_00
Maybe she doesn t know how to click the sound.
0
SPEAKER_00
That s what I think.
0
SPEAKER_00
It s really complicated.
0
SPEAKER_00
You d actually tap on the video.
0
SPEAKER_00
I know that can get very difficult for some people.
0
SPEAKER_00
I m going to meet her again and give her some instructions.
0
SPEAKER_00
And I don t know, too, in what venue she is.
0
SPEAKER_00
So if she s a, you know, now it s weird, too, because most people have earbuds or they re by themselves in the car when they re flipping through.
0
SPEAKER_00
Oh, that s true.
0
SPEAKER_00
That s true.
0
SPEAKER_00
But if you re somewhere in a public place and maybe you don t want the volume on, I don t know.
0
SPEAKER_01
I thought you meant what function.
0
SPEAKER_01
Because if she s not in sales anymore, maybe it s of no interest or leadership.
0
SPEAKER_00
Maybe the next question for her was to say, well, I appreciate that.
0
SPEAKER_00
When you go to the other videos, do you listen to any of them?
0
SPEAKER_00
Or do you just watch them?
0
SPEAKER_00
Do you listen to YouTube?
0
SPEAKER_01
When you watch TV at night?
0
SPEAKER_00
Or do you just watch YouTube with the volume off?
0
SPEAKER_01
You read Netflix, yeah.
0
SPEAKER_01
Anyhow, I took that as a slam, so anyway.
0
SPEAKER_01
I would not take that as a slam.
0
SPEAKER_00
I did, I did.
0
SPEAKER_00
I smiled.
0
SPEAKER_00
I would take that as a slam.
0
SPEAKER_00
I smiled and took it.
0
SPEAKER_00
She s voted with her feet, or her ears, or whatever you want to say.
0
SPEAKER_01
She has, anyway.
0
SPEAKER_01
Hey, before we get to the topic today, Brian, CardsDirect.com is obviously a brand new partner of ours, greeting cards with your customers, employees, and business associates.
0
SPEAKER_01
They re a new partner here at the podcast, and yes, we live in a digital age, but customers and associates are craving something more personal.
0
SPEAKER_01
Greeting cards are tangible, friendly, and memorable, and they leave a long-lasting impression, much more so than digital.
0
SPEAKER_01
I had, just a quick note, I bought some more from Cards Direct, and I ve just got my name on them so they re custom, but I sent it out last week after I d met a couple weeks ago with a guy,
0
SPEAKER_01
And I just sent a note and said, hey, enjoyed meeting you.
0
SPEAKER_01
And that s kind of weird for me.
0
SPEAKER_01
I don t usually do it.
0
SPEAKER_01
I ve just started to do it again since Cards Direct has come into my life.
0
SPEAKER_01
And I got an immediate text back when he got the letter.
0
SPEAKER_01
I got a text back that said, hey, got your card.
0
SPEAKER_01
Thanks.
0
SPEAKER_01
I appreciate it.
0
SPEAKER_01
Nice touch.
0
SPEAKER_01
And I don t know whether he said nice touch because he was so shocked that a guy like me would have even sent one.
0
SPEAKER_01
He s like, that doesn t look like Bill.
0
SPEAKER_01
Or maybe he just needed a little touch of,
0
SPEAKER_01
Friendliness that day, but the point is that not everybody s going to reach back out to you Say hey, I got your guard an awesome job nice design But I thought that was interesting that in this world of digital that a card can have an impact to cause somebody to text them back So always does cards direct offers greeting cards for a new era custom branded with your logo photos You can put your picture on there company colors and more they ll even address and stamp the envelopes for you
0
SPEAKER_01
Cards Direct, the best part.
0
SPEAKER_01
Advanced selling podcast listeners can go to CardsDirect.com slash ASP.
0
SPEAKER_01
Get 25% off your order plus free shipping.
0
SPEAKER_01
That s CardsDirect.com forward slash ASP.
0
SPEAKER_01
Topic today, you know, Brian and I have been doing this podcast for 13 years.
0
SPEAKER_01
We have.
0
SPEAKER_01
And we have an announcement to make.
0
SPEAKER_01
We re going to keep doing it.
0
SPEAKER_01
We re going to keep doing it.
0
SPEAKER_01
Another 13.
0
SPEAKER_01
And we want to talk to you today about the value of podcasting.
0
SPEAKER_01
We have not done this ever, which is kind of unusual, because we talk about the value of podcasting when you and I get together, and we love the medium.
0
SPEAKER_01
But we ve really never done a show on why we think it might be good for you, wherever you are in your career, wherever you are in your
0
SPEAKER_01
process and whatever role you play, we think it might have some application.
0
SPEAKER_01
So we want to divide this into a couple sections.
0
SPEAKER_01
Today we re going to talk about some inhibitions, some reasons that get in the way from us doing these things, and then
0
SPEAKER_01
sort of an imagination of what could you use it for if you had one?
0
SPEAKER_01
What are some applications?
0
SPEAKER_00
Yeah, we believe we were early on in the podcasting game.
0
SPEAKER_00
And I give Bill credit for that.
0
SPEAKER_00
Because as we shut our radio show down 13 years ago, we still wanted to play radio.
0
SPEAKER_00
And Bill, podcasting was brand new.
0
SPEAKER_00
And Bill said, hey, Brian, I got this great, cool thing, podcasting.
0
SPEAKER_00
You want to try it?
0
SPEAKER_00
So we did.
0
SPEAKER_00
And here we are 13 years later.
0
SPEAKER_00
I still believe, even though it s been a long tail for podcasting, we are at the front end of the rocket ship of podcasting going up.
0
SPEAKER_00
It s never too late to hop in on the game.
0
SPEAKER_00
It s one of the, in my opinion, most effective, most cost-effective, easiest, most enjoyable things that you can do to market and position yourselves and differentiate yourself as a salesperson and position yourself as an expert.
0
SPEAKER_00
I just don t know of a better way to do it than to have your own podcast.
0
SPEAKER_00
So we re obviously really, really bullish on the idea and the market here.
0
SPEAKER_01
And you mentioned the reason it s still taking off is because more and more people are listening.
0
SPEAKER_01
Even to this point, I think only 18% of the population who is connected to the internet listen to podcasts on a weekly basis.
0
SPEAKER_01
So that means 82% don t.
0
SPEAKER_01
And you ve had it where someone has said, hey, well, how do I get your podcast?
0
SPEAKER_01
And they have no clue, because it s still a little bit clunky to get, not as clunky as it used to be.
0
SPEAKER_01
So what Brian s talking about there is it is a rocket ship upward, and there s all sorts of opportunity.
0
SPEAKER_01
And so don t, and this may be his first inhibition, well, is it too late?
0
SPEAKER_01
Does everybody have one?
0
SPEAKER_01
Did I miss the boat?
0
SPEAKER_01
And of course, the answer is no.
0
SPEAKER_01
And if you can, I mean, the fact is that even if everybody had a podcast,
0
SPEAKER_01
If there s 200 million people listening and yours is better, you re going to get more than your share of listeners.
0
SPEAKER_00
Absolutely.
0
SPEAKER_00
Do not ever let the idea of, well, I ve missed that boat on this podcasting deal.
0
SPEAKER_00
It s never, ever, ever going to be too late for this deal.
0
SPEAKER_00
Never.
0
SPEAKER_00
So what are some inhibitions that you think people have?
0
SPEAKER_00
The first thing I wrote down, and these are in no order, but we ve heard this before.
0
SPEAKER_00
And by the way, Bill and I both had multiple clients that have started their own podcast and use them very effectively for positioning and access.
0
SPEAKER_00
We ll talk about the why you do it in a minute.
0
SPEAKER_00
The first inhibition that comes to mind for me is I don t have anything to say.
0
SPEAKER_00
I don t have anything to say.
0
SPEAKER_00
I don t really know anything special.
0
SPEAKER_00
I don t really have any specialized knowledge.
0
SPEAKER_00
And that couldn t be further from accurate.
0
SPEAKER_00
As a salesperson, you re out talking to people every day.
0
SPEAKER_00
You re listening.
0
SPEAKER_00
You re observing businesses.
0
SPEAKER_00
You re observing your clients.
0
SPEAKER_00
You re seeing people that do things well that don t do well.
0
SPEAKER_00
The only thing you haven t done is realize that you just need to pay a little bit more attention to that and remember them.
0
SPEAKER_00
That s all you ve got to do for the podcast.
0
SPEAKER_00
Because Bill and I walk around all day.
0
SPEAKER_00
All we do, all we do, right?
0
SPEAKER_00
That s all we do is think of podcasts.
0
SPEAKER_00
Walk around all day.
0
SPEAKER_00
That s it.
0
SPEAKER_00
We ll walk around idea.
0
SPEAKER_00
Yeah.
1
SPEAKER_01
You ll see us walking laps around 465 here.
1
SPEAKER_01
The interstate that goes around Indianapolis, like, oh, what are those two guys doing?
1
SPEAKER_01
Walking the interstate.
1
SPEAKER_01
What are they doing?
1
SPEAKER_01
Thinking of podcast ideas on the interstate.
1
SPEAKER_01
No, that s not what we do.
1
SPEAKER_01
Because the cars go by 70.
1
SPEAKER_01
No, you have things to say.
1
SPEAKER_01
You just need to remember them.
1
SPEAKER_01
And so the trick here, I m giving a little tactical on it, but you ve got to keep a little log.
1
SPEAKER_01
You just have to pay attention to things.
1
SPEAKER_01
That would be a good idea.
1
SPEAKER_01
Think of people have problems.
1
SPEAKER_01
You have something to say.
1
SPEAKER_01
So don t think you don t have anything to say.
1
SPEAKER_00
So I had that same one there is, why me?
1
SPEAKER_00
Or what do I have to say?
1
SPEAKER_00
And my reaction to that is kind of yours a little bit.
1
SPEAKER_00
And I ll kind of condense it as, who else is better suited to do a podcast than the frontline sales professionals?
1
SPEAKER_00
Nobody.
1
SPEAKER_00
It s not marketing.
1
SPEAKER_00
It s not your CEO.
1
SPEAKER_00
It s not your VP of sales, sales manager.
1
SPEAKER_00
Now, if the sales manager is out in front of people and has connection on the ground, then of course.
1
SPEAKER_00
There s nobody else.
1
SPEAKER_00
You shouldn t hire somebody to do it.
1
SPEAKER_00
You shouldn t hire a professional voice.
1
SPEAKER_00
You are the person who can do it because you get all the questions.
1
SPEAKER_00
You get all the objections.
1
SPEAKER_00
You see all the experiences your customers have with other products that don t work or whatever.
1
SPEAKER_00
It s a massive amount of content inbound in your life.
1
SPEAKER_00
And so there s nobody else that should be doing it other than a sales professional.
1
SPEAKER_00
That s absolutely the case.
1
SPEAKER_01
The best person to do it, hands down.
1
SPEAKER_01
Another thing that I hear, this is just silly and true.
1
SPEAKER_01
People say, I don t like the sound of my own voice.
1
SPEAKER_01
I just don t like how I sound.
1
SPEAKER_01
And they re embarrassed by that.
1
SPEAKER_01
They think they sound stupid or silly.
1
SPEAKER_01
And the fact is, to you, you do sound stupid or silly because your ears are connected to your brain.
1
SPEAKER_01
And the way you hear your voice is different than the way the rest of us do.
1
SPEAKER_01
To the rest of us, you sound absolutely normal.
1
SPEAKER_01
Very, very rarely has there been a person, now I was watching Teen Jeopardy last week.
1
SPEAKER_01
I need to get video of this.
1
SPEAKER_01
Well, there was a young lady on there who just had a really unique squeaky voice, kind of like a 15-year-old Fran Dresher, Dresher, Dresher, whatever her name is.
1
SPEAKER_01
Dresher voice?
1
SPEAKER_01
Fran Dresher, you know her?
1
SPEAKER_01
Yeah.
1
SPEAKER_01
And so occasionally, someone comes along that has an annoying voice, very rarely.
1
SPEAKER_01
So do not let that s just an excuse, in my opinion.
1
SPEAKER_00
But haven t you heard people who are professionals have those voices?
1
SPEAKER_00
Yeah.
1
SPEAKER_00
I mean, some news people have voices I came and listened to.
1
SPEAKER_00
Some politicians have voices.
1
SPEAKER_00
So if they can do it, and
1
SPEAKER_00
make a living at it, you can too.
1
SPEAKER_00
But I agree, I think that we hear our voice and we give it one time.
1
SPEAKER_00
If you hear your voice over and over and over and over, you ll get used to it.
1
SPEAKER_00
It just doesn t matter.
1
SPEAKER_01
People don t hear that and go, I just can t listen to their voice.
1
SPEAKER_01
It just doesn t.
1
SPEAKER_00
Here s one more that I think is an inhibition, and that is the notion of what
1
SPEAKER_00
What are others going to think?
1
SPEAKER_00
What s someone else going to think?
1
SPEAKER_00
If I m the one that pulls the trigger and does a podcast, I mean, again, kind of back to, am I the best person?
1
SPEAKER_00
And the answer is always, yes, you are the best person.
1
SPEAKER_00
Because if you have the trigger to pull and you have the passion for it, you can figure out how to create programming around it.
1
SPEAKER_00
Yes.
1
SPEAKER_00
But I think a lot of times we say, well, what s everybody else in my company going to think?
1
SPEAKER_00
Or what are listeners going to think?
1
SPEAKER_00
And you know what?
1
SPEAKER_00
You have to get past that in life, period.
1
SPEAKER_00
I know I m guilty of starting something and saying, I wonder what others will think.
1
SPEAKER_00
I don t say it out loud, but I say it to myself.
1
SPEAKER_00
And that s a terrible question to ask.
1
SPEAKER_01
Doesn t matter.
1
SPEAKER_01
Doesn t matter.
1
SPEAKER_01
There s a movie from the late 70s called Meatballs with Bill Murray when they went to camp.
1
SPEAKER_01
And the big chant that he did in the movie, we ll have to get a clip of this, Travis, is, it just doesn t matter.
1
SPEAKER_01
It just doesn t matter.
1
SPEAKER_01
It just doesn t matter.
1
SPEAKER_01
All my 70s movie fans will know that.
1
SPEAKER_01
It just doesn t matter.
1
SPEAKER_00
It just doesn t matter.
1
SPEAKER_00
So let s talk a little bit about if those are some inhibitions and if you if you have something that uh, We post this in the linkedin group too.
1
SPEAKER_00
And if you re not a member, please do and go and join but we ll also hear If you have something that is an inhibition that s not one of these two or three that we went over and we ll be happy to
1
SPEAKER_00
Well, even maybe come back for another episode and talk some more about this if you have some.
1
SPEAKER_00
But just tell us, what s holding you back from doing it?
1
SPEAKER_00
That s great.
1
SPEAKER_00
We ll get in.
1
SPEAKER_00
It can t be the technical.
1
SPEAKER_00
It can t be the gear.
1
SPEAKER_00
We re going to talk about that.
1
SPEAKER_00
You don t know how to use it.
1
SPEAKER_00
It can t be it, because we re going to talk about that next.
1
SPEAKER_00
But what s mentally maybe holding you back?
1
SPEAKER_01
Yeah, fantastic.
1
SPEAKER_00
So let s get into uses and applications.
1
SPEAKER_00
So let s just imagine that you have the passion, you have the desire, you have the gear, everything s ready.
1
SPEAKER_00
How are you going to use this to generate leads, make money, position yourself, brand yourself?
1
SPEAKER_00
Let s talk about that a little bit.
1
SPEAKER_01
Yeah, perfect.
1
SPEAKER_01
You want me to go first?
1
SPEAKER_00
Yeah, go ahead.
1
SPEAKER_01
OK, so the first thing that I think being a podcast host will afford you is an archive of your expertise that you can share with people that differentiates you from the rest of the world.
1
SPEAKER_01
So typically, salespeople do not have a place to hold their expertise.
1
SPEAKER_01
It s in their brains.
1
SPEAKER_01
And when it comes out, it s typically in the form of marketing babble that some marketing person has put together for them in terms of a presentation, or brochures, or pamphlets, or PDFs, white papers, all those sorts of things.
1
SPEAKER_01
And so what this does is this personalizes your stuff in your own brain and puts it in a venue, in a way, in a podcast that someone can listen to and digest it and get to know you and understand your expertise.
1
SPEAKER_01
So that s the first use, I think.
1
SPEAKER_01
It s a way to share with a prospect a very, very unique approach to differentiating yourself, both your company and you as a sales pro.
1
SPEAKER_00
So you re not talking about the content, necessarily.
1
SPEAKER_00
You re talking about the vehicle of podcasting is a unique.
1
SPEAKER_00
It s still unique.
1
SPEAKER_00
It s just the fact.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
I m telling you, if you re in a competitive set, let s say you sell copiers, which is massively competitive, and you re up against all the other copier salespeople, if you re the only one with a podcast, which even though we do this podcast, you ll be the only one, I guarantee it.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
it s massively differentiating.
1
SPEAKER_01
It s like, wow, this person knows business.
1
SPEAKER_01
Yeah, it s neat.
1
SPEAKER_01
Yeah.
1
SPEAKER_00
I think another application for it is you will become a better communicator of your message because you ll have to dig down a little deeper because you ll be creating content from your core message.
1
SPEAKER_00
And so you ll become more familiar with it, more enriched in it.
1
SPEAKER_00
I think you ll, you know, when Brian and I start the topic every,
1
SPEAKER_00
In fact, we did it this time.
1
SPEAKER_00
We always start with a hook.
1
SPEAKER_00
We always start with either a story or why this particular thing is a problem.
1
SPEAKER_00
And today, I think we talked about, you know, we ve talked about this a lot, and we know how important it is for legion.
1
SPEAKER_00
That was the hook that got you into this and got us into this.
1
SPEAKER_00
And even as you get practice at these hooks and these ways that you attract interest and attention so that they can listen to the rest of the podcast or the rest of the presentation, you can take that and use it anywhere in your business.
1
SPEAKER_00
Yes, no doubt about it.
1
SPEAKER_00
So the practice of verbally articulating your hooks and your messaging and how you help people will help you immensely when you re in front of people.
1
SPEAKER_01
Yes.
1
SPEAKER_01
Next use for you, and this is one of my favorite uses for a podcast, is you can utilize your podcast for access to high-level people at prospect companies.
1
SPEAKER_01
You have to be pure with it.
1
SPEAKER_01
If you re pure with it, you re clean.
1
SPEAKER_01
If you re someone that sells technology to CFOs, and you are going to try to cold call CFOs or even network your way in, that s one avenue.
1
SPEAKER_01
If you have a podcast, though, that speaks to the technology, a lot of CFOs own technology and companies, and so they don t really know what they re doing,
1
SPEAKER_01
And so if you did a podcast on what every CFO needs to know about playing IT manager, because some of them have to do that, you can go interview CFOs, who are the people you want to talk to because you provide a service that helps them with that, and interview them on your podcast.
1
SPEAKER_01
And you re sitting one-on-one.
1
SPEAKER_01
You ll be amazed at how different people are
1
SPEAKER_01
when you ask them to be on a podcast versus when you ask them to come in and talk to them in a sales situation.
1
SPEAKER_01
Absolutely.
1
SPEAKER_01
They re night and day.
1
SPEAKER_01
They re almost like a little like, oh, really me?
1
SPEAKER_00
School girl.
1
SPEAKER_01
School girl.
1
SPEAKER_01
I was going to say that, but that didn t sound right.
1
SPEAKER_00
No, I know what you mean.
1
SPEAKER_00
You know what I meant.
1
SPEAKER_00
It s a giddiness.
1
SPEAKER_01
Giddiness.
1
SPEAKER_01
Giddy, right.
1
SPEAKER_01
Kind of like, oh, me?
1
SPEAKER_01
You re going to ask me to be on a podcast?
1
SPEAKER_01
OK.
1
SPEAKER_01
I m telling you, they will.
1
SPEAKER_01
And it s a total role reversal.
1
SPEAKER_00
Yeah, it is.
1
SPEAKER_01
It just is a role reversal.
1
SPEAKER_01
It s your show.
1
SPEAKER_01
You re in charge of it.
1
SPEAKER_01
They re the CFO.
1
SPEAKER_01
You re the salesperson.
1
SPEAKER_01
It doesn t matter.
1
SPEAKER_01
Because in the podcast deal, it s your podcast.
1
SPEAKER_01
You re the host.
1
SPEAKER_01
You re the show.
1
SPEAKER_01
They re the guest.
1
SPEAKER_01
And you ll see the dynamic change.
1
SPEAKER_00
I had a guy call me, one of my private clients, the other day.
1
SPEAKER_00
And he is thinking about starting a podcast.
1
SPEAKER_00
He s in a very specific niche of business.
1
SPEAKER_00
And there s probably 500 organizations in the country that could buy from him.
1
SPEAKER_00
And he was thinking of, and they sell a technical product, but he was thinking about doing a podcast on the business of this thing.
1
SPEAKER_00
So if he s in the landscape business, he would do a podcast on the business of landscape, not on technical products and things like that.
1
SPEAKER_00
So he would go out to all these architects and these people who were successful, and he would interview them, and then he d circulate that to his clients.
1
SPEAKER_00
It was a it was a really genius idea and he s he is going to do it He says and I think he will but sometimes you have to look at the angle that s slightly different than just straight on Why should you buy from us because nobody s gonna listen to a podcast where it s why should you buy from now?
1
SPEAKER_00
But if you can bring value and bring value by interviewing other people in your industry kind of what Brian says the interview podcast will get you in places plus It s interesting for other CFOs to hear from a CFO
2
SPEAKER_00
about how they do things.
2
SPEAKER_01
It s a great, great tool for that.
2
SPEAKER_00
Yeah, the final one I have, Brian, is this idea when you re getting ready to go see somebody or you have an appointment set, I think it s nice to be able to send them a link to an episode of your podcast.
2
SPEAKER_00
And maybe even do a podcast where you re thinking about while you re doing it, what would be good to send to people so that if they had no idea who I was or what we did, it would kind of lay out a little bit about the problems we solve or the problems you see in the industry.
2
SPEAKER_00
So anything you can do to link people before you meet them to a podcast, I think then by the time you show up, things change.
2
SPEAKER_01
Your position changes.
2
SPEAKER_01
There s no doubt about it.
2
SPEAKER_01
And we see it in our business that people say, I feel like I already know you.
2
SPEAKER_01
And there s no better warming mechanism to get someone to know you than sending them a link to your podcast to let them get to know you and your voice a little bit.
2
SPEAKER_01
Yeah, for sure.
2
SPEAKER_00
Good.
2
SPEAKER_00
So if you have an event coming up in the next month or so, we ve gotten a lot of people call us in the past few weeks about events, strategic retreats, sales meetings, rollout meetings, kickoff meetings for next year.
2
SPEAKER_00
People are working in the January to March time frame now.
2
SPEAKER_01
Yeah, we re really busy right now.
2
SPEAKER_01
So get your little come see us note into us right away, because we re starting to book up relatively quickly.
2
SPEAKER_01
And we had someone that said, we ll come see you.
2
SPEAKER_01
Oh, yeah.
2
SPEAKER_01
We did, didn t we?
2
SPEAKER_01
So we re talking to a company about it.
2
SPEAKER_01
And they re going to bring their team to Indianapolis, which is great, for we love that.
2
SPEAKER_01
We love our hometown.
2
SPEAKER_01
And it s a little bit more cost effective.
2
SPEAKER_01
So there s that.
2
SPEAKER_01
But if you want to do that, you can say, we ll come see you.
2
SPEAKER_01
I thought that was clever.
2
SPEAKER_01
It was great.
2
SPEAKER_00
She did a really good job.
2
SPEAKER_00
Yeah, she did a great job.
2
SPEAKER_00
So, send us an email to listener at advancedsellingpodcast.com.
2
SPEAKER_00
Come see us in the subject line and we will get back with you and start the ball rolling.
2
SPEAKER_00
See you next time.