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In this episode of the Advanced Selling Podcast, Bill and I debate where a stop smoking retreat should be held, just what hotel is best.
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We go deep on both the odds to be born and invent a new acronym, BFZ.
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You ll have to listen to the whole episode to hear what that is.
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And we talk about what it s like to be a unicorn.
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How are you unique?
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Welcome back to the Advanced Selling Podcast, the longest running sales training podcast in podcast history.
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I am Bill Kasky.
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I m Brian Neal here.
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And we are at you.
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We re in your face every Monday.
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In your ears.
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And we come to you at 6.30, 7 AM Eastern, assuming Travis doesn t have a wild night out.
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He s able to get that up on Monday.
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And we also have a LinkedIn group that we would love to see you a part of.
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You can go to advancedsellingpodcast.com slash LinkedIn.
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And last week, we did a special on emailing and some treacherous and train wrecked emails that people get.
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And we wanted to make this offer to you.
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And that is, if you get something in the mail that you say, man, the guys would really get a kick out of this, forward it on to us, listener at advancedsellingpodcast.com.
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We will not use your name nor the name of the person who sent it to you.
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We just need some examples, good, bad, or ugly.
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I mean, this could be good, too.
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But examples of what s working right now, and what gets your attention, and what would you absolutely not answer to, emails, direct messages on LinkedIn, whatever the case we d love to hear.
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it.
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Yeah.
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I, uh, speaking of, uh, the, I know we got a little bring in here story, but before that I, uh, I did, uh, I was looking at a company, uh, who s developed some software and I m reading what this software does and they re like, they re creating this new category and it s this big boom idea.
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And I m like, this is kind of like repurposing content is really all this is not all, but you know,
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Like, but it seemed like they re couching up like this new idea, this new category, this new thing that no one s ever thought of before.
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So I got a little kind of crappy about that.
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I m like, Bill s been talking about this.
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We ve been talking about this forever.
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I went back and found in 2007 advanced selling podcast episode where we talk about repurposing content.
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Specifically, you tell a story in the episode about Oprah, how Oprah repurposes her content, puts it in her own magazine.
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And then this group is claiming to have invented a category that really is what they do, like repurposing content.
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Now, they have some software that measures that, which I think that is cool.
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Yeah, that is, yeah.
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Let s don t claim that we re like, OK, we re repurposing content as a new idea, because these two clowns on here on the Advanced Selling Podcast, we re talking about another seven.
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Yeah, that s old.
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I mean, we invite it up.
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This is so interesting that people, which I love the marketing take on it, but I m like, what are we doing here, gang?
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Yeah.
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Let s own that stuff.
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I m sorry.
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A little bent out of shape about those things.
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So in our local market, we both live in Indianapolis, and there s a lot of radio ads that come on.
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I listen to the radio quite a bit.
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And there was a radio ad the other day for a smoking and eating cessation.
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His name is Mark Patrick.
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And I actually think his ads are pretty good.
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They re a little cheesy.
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They re a little hypey.
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There s just something about them that you re like, oh, is this real or not?
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Is this sounds legit?
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And then at the end of the ad, they say, well, if you re interested, here s the hotel that we re having it at.
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And the hotel is the La Quinta Inn.
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Okay, so I have no problem with La Quinta Inn, but if I m going to be branding and associating my brand with a hotel, probably not going to be La Quinta, especially if it s a money.
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If it s a convenience thing, totally different.
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And he probably doesn t want to do Hilton or Hyatt or Marriott.
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Or maybe he couldn t get in.
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But I just thought that was a good example of how when you have a brand, be careful at what symbols you associate your brand with.
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Because it can have as much impact as you not saying the right thing.
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Just all the symbols and associations of that.
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And it works everywhere.
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So what we don t want you to hear in that is, I think in that story, what I don t hear in that is that La Quinta is a really great company, a really great brand for where it sits in the marketplace.
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Yeah, that s right.
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That s right.
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Right?
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So there are certain seminars or thing that fit really well for the La Quinta Inn.
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And there are certain seminars that fit really well for the Ritz-Carlton in Palm Beach, Florida.
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Yeah.
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And you ve got to get that.
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But it s really good, I think, the lesson in that story.
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It s so funny, too, that I so wanted to go to one of those things, just to go.
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Because it was amazing.
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Because what s funny, when Bill and I brought it, he goes, hey, did you hear about this?
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I m like, I did.
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So that marketing is working, these Mark Patrick seminars.
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Now, there s a little reticular activator clause going on, because we know a semi-famous radio guy here in Indianapolis named Mark Patrick.
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It s not him.
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But the fact that those stuck with us is interesting messaging.
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Neither of us are in that place to have to go or want to go to one of those things, because we, I think, don t have those issues.
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But the marketing worked.
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I m the same way with LaQuinta.
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I mean, I think it s a great chain.
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It s been around forever.
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I m just thinking about the association that I have with that.
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And it might be perfect for him.
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I m not even, well, I m not a prospect.
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Now, if I had a smoking or eating problem, it probably wouldn t matter where it was I would go.
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That s right, right, right.
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That s the other part of it.
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It s in a teepee down at 38th and Keystone.
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Oh, it s all gone.
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All right, topic today.
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Kind of fits in a little bit with this.
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Yeah, sure.
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You know we have spent a few episodes here in the last six months talking about Messaging and we did a whole session on our ASP insider group here a couple months ago on messaging and I was I m interested in that because I think we all have messages and value that needs to be proclaimed and articulated appropriately and
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So I was looking for what are the questions that you need to ask yourself when you re creating, configuring your message, whether it s a message that goes out via email or video or just when you re talking to somebody.
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A is what do you do?
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I think we ve got to start that way.
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There s a copywriter named Bob Bly who s really big on you ve got to tell people what you do very quickly so they know what category to put you in.
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Number two, who are you for?
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What kind of, what is your ideal prospect basically?
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Number three, what problems do you solve or what ideal outcomes do you help me accomplish or achieve?
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So it s what is your world, what is your business about for me as a prospect?
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But the fourth one that I d like to spend a little time on today is what makes you unique?
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And I think people have a problem with this sometimes because we are so close to our own value that we can t step back far enough to say, what is it about us that s unique?
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Or we pick something that s really not very unique at all.
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Well, we ve been in the business 20 years.
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Well, you know what?
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Most people in our space have been in the business 20 years.
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So I want to talk to you about that a little bit and see if we can put some framework or just some ideas, some categories around how to help people
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configure their message about this uniqueness that we all have.
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And I would comment first that that list of four is a great list on its own because of time.
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We don t have time in one episode to go through all four, which is why we picked the last one.
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We think that s the one that people need the most coaching on or input on is what makes you unique.
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And this mirrors a story of a good friend of mine who s also a client, who s a sales leader, one of the best, if not the best, talent pickers I ve ever seen.
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He s got this really dialed-in approach to picking and attracting really good sales talent.
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It s a real gift these days.
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And he gave me this question that he asked people I thought was brilliant in the interview process.
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He said, what are you an expert in?
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What are you an expert in?
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If you as a listener get asked that question in an interview, what s your answer?
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And what I think happens, and you shared some of these things, is people kind of hit this question all over the board.
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The first thing people are concerned about is bragging.
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They re worried, and this is, I think, the root of what makes you different.
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I think people are afraid to say what makes them different because they feel like it edges on bragging.
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And that s the first step to curing this one or helping or coaching it is to get out of the space of that you re bragging about something.
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We love humility, but we also have confidence at the same time.
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And you can be both.
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And so just because you re an expert in something doesn t make you better than other people.
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It doesn t mean that everyone in the world should flock to you.
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It means that because of certain criteria, whether you ve studied it, whether you ve been in it for 10,000 hours, like Malcolm Gladwell teaches us in the book Outliers, you are, you have expertise in something.
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I guarantee you do.
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I hope you do.
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Hope you have expertise in what you sell.
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So I think that first hurdle here, as I think about this, what makes you a unique thing, is to, in some ways, sort of get over the idea that me saying this makes me better than, and or is bragging.
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I think that s a real inhibition for people to say, which is why they default to those easy things.
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Well, we ve been in business 20 years.
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It sounds like reporting, you know?
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versus saying, if there s one thing that our clients would tell you we are really good at, and I am super proud of this, it s this thing.
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It s blank, yeah.
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It is.
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As long as that s really your point.
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When you were talking about that, it s really good.
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I was thinking about,
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what we might call the talent stack or the stack of uniqueness.
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In other words, when we get out of college, life unfolds in front of us.
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And sometimes we make decisions that cause life to unfold in a certain way.
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Sometimes it just unfolds because that s just the way life is.
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And we have very little control of how it unfolds.
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And we have preferences as we go through.
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Like you and I, and we ve talked about this before, always had this radio broadcast kind of thing in our DNA.
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And we like that.
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And then you got into Procter & Gamble, and you had, oh, I hope I can say that.
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You got it.
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Yeah, you just did.
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Just keep it going.
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Keep it rolling.
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Yeah, keep it rolling.
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You loved those guys.
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Yeah, and you had experience with them.
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And so your first job, you had experience.
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And then you tried.
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And so as life has unfolded, you have stacked up some talent and some uniqueness that nobody else in the world, on the planet Earth, can match.
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It doesn t mean you re better than.
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It means you re unique.
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You re unique-er.
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then, it means you re different.
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And that s what we re looking for here is what experience have you had, and you mentioned it, what have you studied, what are you passionate about, what have you been thrown into that maybe you didn t want to do and you did it and now you have this unique talent stack of things.
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I think that s a good place to begin is just list the top seven to eight things that over the last 20 years you have experienced.
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And those together make you unique.
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And then how you craft that message and how you declare that, that s another issue.
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But I think we, yeah, so I ll stop there.
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I love that because this is where it starts.
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So if you re listening to this, this is a very tactical thing you can actually go do is exactly what Bill just said.
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Because I feel like when people are working on this, they re waiting for it just sort of show up in their mind and ether just to come into them like, Oh, I ll just what is this?
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They just like dream even I m like, as I m recording this, I m looking up in the sky like what is it I m unique about what you know, you got to put pen to paper here.
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And when you start to put pen to paper, you start to go Whoa,
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There s some kind of cool stuff here.
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No matter what, no matter how long, so younger salespeople, are we allowed to say that anymore?
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Is that, can I say younger?
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The fact that, you know, newer, I don t know.
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I don t know what I can say anymore.
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Anyway.
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We ll get canceled if you, that s when you know you ve said something wrong, when you can t say anything anymore.
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And you gone, yeah, eject button.
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They tend to default to, I m new, I don t know anything.
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Yet because just by virtue of when they were born, they have expertise that other people don t.
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If you re listening to this and you re 24 to 31, you grew up with a phone in your hand and you know how to navigate technology better than anyone who s in their 50s or 60s, I guarantee.
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Even those like me and Bill, who I d fancy as pretty forward, especially Bill in the technology realm relative to our generations, you re still better than us.
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You re still better.
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It s still more natural for you.
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So you have expertise in things that some people think they don t even know about, you know?
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But putting pen to paper, I love the idea of that.
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Getting it down, writing it out on paper.
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Yeah, and you could even do like a timeline.
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Like, you know, if you studied debate in college, then that s one thing, because it shaped you.
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You know, what has shaped or formed us over our life that we can now look at?
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I did this for myself here a couple weeks ago as part of a course that I m in.
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And you start to look at the timeline.
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It s like, well, I was interested in this at one point.
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And then I stopped being interested in that.
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But I became interested in something else.
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Just because you stop being interested in something doesn t mean you didn t learn anything from it.
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Right.
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And so as we go through our lives, there s all these little milestones of things.
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Like one thing we became interested in was personal branding.
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And we became pretty good at that.
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And you and I spent a lot of time with it.
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And you and your company and me and my company, we do a lot of that.
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And so that s just one of the many talent stacks that when you hire us or Brian or Bill or somebody like us, that s what you get.
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Because somebody else might not have given two shoots about personal branding.
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And when you hire them, you don t get any of that.
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And that may be OK.
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Yes.
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So I think it s for you, for our listener, is just start, just stack, just rank some of those things that you ve been interested in, or timeline it, and I think it ll amaze you at the wide variety of things that you ve been interested in, and it will make you even more unique than you think you are.
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There s no doubt, there s no doubt.
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And that s the part that everyone has to get over too.
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You re unique by virtue of you being the only you of the seven and a half billion people on the planet.
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Never before, never now, never again.
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There s one of you, period.
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Like you talk about, you look at the odds of being born, you seen those odds ever?
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It s like one in 400 trillion, it s like so great.
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And it s just you, you re the only one that ever was, ever will, and ever,
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is.
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I mean, it s just so mind-blowing to think about that.
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So you re unique automatically.
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You re born with uniqueness that can t be taken away from you.
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So don t let the clutter of all the other crap come in.
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and determine that whatever it is that is your story and your eyes and your life aren t unique, because they are, because you re the only one.
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I mean, there s just no, it s an inarguable point.
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Yeah, I would say the company is too, the company you represent.
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So if you re looking at this not just as a personal story,
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framework if your company is unique.
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I mean, there might be a lot of emails.
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Oh, here s this.
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There s a lot of digital marketing companies right now, a lot of them.
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We ve got several in our insider program.
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There s just a lot of them.
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They re everywhere.
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And you look at it and say, well, there s 1,000 digital marketing companies in my city or state.
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But they re not all the same.
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They re very different.
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What has shaped the owner or the founder has been very different from one to the other.
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And so if you re in a company, don t just assume that everything is the same just because you kind of sell the same category of things as the next 500 people.
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Don t tolerate that.
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There s a much deeper level of value that is unique.
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And be careful about just making it things like, well, we get back with people in 24 hours, and everybody else gets back with me in 36 hours.
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Yes.
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That s great.
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So a caveat to this is leading with things that you think are unique that aren t.
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And this is the other mistake I see people make.
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So now we re really different than most digital ad agencies.
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We really take a holistic approach to your business.
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Like, everybody says that.
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Don t say that.
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You know what I mean?
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Don t say that.
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Yeah.
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Don t say that.
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It s in the story somewhere.
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Even if you do.
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Right.
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Even if they don t.
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No.
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No, yeah, we really take into the account the quality of the work that we re doing with our customers.
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We really, really, we live and breathe it.
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And if your competitors showed up the next day, would they say, well, you know, the Smith company, they take a holistic approach.
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Not us, though.
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We take such a narrow approach, we don t even know where we are sometimes.
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We have blinders on.
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We come in with blinders on.
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That would actually be a funny sales pitch, wouldn t it?
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It would be.
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If you walked in with blinders on, that would be it.
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But maybe that s what a person, it could be unique.
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You know, we don t take, everybody talks about holistic approach.
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We don t take that.
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We take a very narrow approach.
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We re in there to get you more leads for more money, and that s it.
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Maybe that s what people want.
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In fact, I think that s probably is what people want.
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That is what they want, and that s in the story, and that s just in the way that you approach it.
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Even how you approach it can be unique, that you approach it a little more lightheartedly than everybody else does.
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It s not so serious.
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It s digital marketing, you know?
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Uh, you know, everyone s like, you know, we, we, digital marketing agency, you know, we re, um, you know, we use data to change the world.
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Well, maybe you say, you know, we use data to justify our decisions.
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I like to say that, you know what I mean?
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Uh, we make data look the way we want it to look.
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So we, so we all look good.
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That s a unique messaging, isn t it?
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With great fonts.
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Yeah.
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Yeah.
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So everyone has this, everybody has this, and you just have to.
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Yeah, you could have some fun with how other people portray themselves in a very serious BS way.
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You could come at it totally different.
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Look, I know what I m supposed to say when I walk in here.
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I m supposed to say the key words, holistic, da, da, da, da, quality, we re on a mission.
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I don t use any of those words because we re unique in that we don t, that s not what we are.
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Our focus is on helping you do A, as well as you can, or as good as you can, and get to D as quickly as you can.
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That s all we care about.
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SPEAKER_01
We don t care about the other stuff.
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I m like, you re hired.
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SPEAKER_01
If that s what I want, you re hired.
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SPEAKER_00
That s it.
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SPEAKER_00
We re buzzword free.
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It s a buzzword free zone.
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SPEAKER_00
I m just telling you.
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SPEAKER_00
You re not going to hear robust from me.
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SPEAKER_00
You re not going to hear holistic.
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SPEAKER_00
That s just not how we roll.
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SPEAKER_00
But that alone is unique.
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Now, there are some people that want the safe, like, oh, we want those people to talk like that way.
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SPEAKER_00
Then they re not yours.
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SPEAKER_00
Then it works either way.
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SPEAKER_00
This is great.
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SPEAKER_01
BFZ, buzzword free zone.
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SPEAKER_00
He s my BFZ.
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SPEAKER_00
You in the BFZ?
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SPEAKER_01
Yeah, I am.
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SPEAKER_01
Yeah.
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SPEAKER_01
All right.
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SPEAKER_01
Good job today.
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SPEAKER_01
Good stuff.
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SPEAKER_01
We like.
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SPEAKER_01
Yeah.
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So the takeaway here is make a list of what makes you unique.
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And cite these experiences that you ve had either as a company, if you re a CEO.
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We have a lot of CEOs, presidents, VPs of sales.
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Or if you re an individual, just go down the timeline and say, what decisions did I make over my life or we as a business make that have separated us from the competition?
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And when you do that, you will start to see some true uniqueness versus just defaulting to, like you said, Brian, that we re
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We have quicker websites, and we re a holistic thinker.
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And I will add one thing.
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I should have said this earlier.
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Hope you stay to the end of the episode.
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A great way to get clear on this is if it s something you can say you re proud of, you re in the right place.
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You can say you re proud of it, you re in the right place.
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SPEAKER_00
And if you can t find anything to say you re proud of, then you need a little deeper soul searching.
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You ve got to be able to say, one thing I m proud of, one that I m very proud to stand here and say or talk about, or the way this is, is this is how we are or I am.
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You re in great shape because you ll sleep all at night saying that stuff.
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That will check it for you to make sure it s real.
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SPEAKER_01
With that, we sign off for another episode.
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SPEAKER_01
Advanced Selling Podcast.
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Make sure you go to our LinkedIn group if you re not a member already.
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SPEAKER_01
Tell a friend or two about the podcast.
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SPEAKER_01
We re always trying to grow, and we have quite a bit over the past couple of years.
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SPEAKER_01
And we d like to continue to get new listeners in the fold.
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And also, if you have something that you read that s a pitch that you d like to have us share on the air, send it to listener at advancedsellingpodcast.com.
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SPEAKER_01
Just forward it to us, and we ll shoot a note back to you.
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SPEAKER_00
Awesome.
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SPEAKER_01
All right.
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SPEAKER_00
See you next time.
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SPEAKER_00
Bye.