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In this episode of the Advanced Selling Podcast, I share some life-changing news and then tell a humbling car problem experience right afterwards to keep me humble.
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We debate a little bit about audio quality and someone on LinkedIn who has a slightly different take than we do at the Advanced Selling Podcast.
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And like we said, it s Super Bowl week.
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We re going to talk about what your Super Bowl is and how to apply it to selling.
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Welcome everybody to the Advanced Selling Podcast, the longest running sales training podcast in podcast history.
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My name is Brian Neal.
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I m Bill Kasky.
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and we are coming to you here again live.
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Kind of live, kind of live.
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I say kind of live because Bill and I are not in the same room recording this, but you can t tell that, can you?
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The technology is too.
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You know, all during the pandemic, I know we love to bring up the pandemic, all during that, we really, we got together every.
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We did.
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Like every two weeks to record.
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We did.
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And then in the last couple months, it s been, whether it s weather or illness or things like that, we ve done more virtual, but I don t think you can really tell a difference.
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I don t know.
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I don t think so.
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No, no.
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And I had, uh, who, oh, I got a sidebar, but I saw a guy on a LinkedIn thing saying how you shouldn t do, uh, you shouldn t use podcast equipment for regular zoom meetings.
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He says, it seems like it s a barrier between you and the audience.
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Really?
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I never thought about that.
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Yeah.
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I use this stuff.
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You use this stuff for you.
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Absolutely.
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I think the people love it.
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I don t see it as a barrier, but I don t know.
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It was an interesting take.
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I really liked what he said.
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Yeah.
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But he s wrong.
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But anyway, yeah, OK.
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But he s wrong.
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So we have a little news in the family here.
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We do.
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And some of you who follow us on LinkedIn and follow Brian and or I probably already are aware of this, but I want to congratulate
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my good friend and brother and business partner, Brian Neal, because he just got some news last week and I will let him tell you what it is.
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Thank you, Bill.
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You re gonna make me cry.
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Um, yeah, I ve been, uh, as most people know, I ve got a second job in addition to this and doing sales coaching work cause I m also an American football referee.
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You gotta say American.
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We got some,
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people who don t live in America.
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But I ve been refereeing for 34 seasons.
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And this past week, I got called by the league office to let me know that I m going to be refereeing the Super Bowl, Super Bowl 56 this year, which has been a dream of mine for 34 years.
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And it s just overwhelming and amazing.
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And I m so happy and thankful.
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So thanks for saying that.
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Oh, that s great.
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That s great.
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I m sure Travis will have put in a little applause, a little rigorous applause music.
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Yes.
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Yeah, you know, I, uh, I remember the day or the generally, I remember kind of where I was when you got, uh, got the call from the NFL.
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Yeah.
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And you, it is a goal that you d had to get into the NFL.
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And then after you got there, the goal obviously was what s the, what s the, you know, the top of that mountain.
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Well, it s the Superbowl.
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And, um,
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And what is interesting is, and we re gonna talk about this on the podcast today, in terms of goal setting, and what is your Super Bowl, and what s the top of the mountain for you, because that is for you, so how did you, I mean, you always had your eye on it, but you didn t get obsessed about it, did you?
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No, no, it s a weird, it s such a weird thing when the thing works, and it s stuff we teach, and so for those of you listening, it doesn t matter if you like or watch football, it can apply to anything for us, it can apply to selling too,
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No, but I had, I mean, the things I think back on that worked really well, I had massive clarity around the goal.
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I wrote down, my football coaches told me to write goals down on index cards.
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I was taught that in my freshman year when I was 14.
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I always did that, still do.
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I have all my goals written down precise.
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And when I was 19, I wrote down all these goals, and the last goal was I wanted to referee the Super Bowl by the time I was 51.
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It s a weird age, but when you look at how I did it, I kind of started with a state championship and I did 31, then five years to the big 10, then five years to the NFL, then 10 years of the Super Bowl.
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That s how I did it.
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So it was 31, 36, 41 to get in the NFL and 51 for the Super Bowl.
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And I m 52.
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And I wrote that down when I was 19.
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It s like, it s way too much fun to think that stuff s connected and it was just like random.
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It s just amazing.
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It really is.
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It s not random.
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I mean, we still, we still can t, we can t believe that it works that way.
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And we just can t believe, well, well, well, yeah, but that was a coincidence.
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I mean, hell, you hadn t refereed your first game yet, had you?
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I mean, had you done some Little League or something?
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I d never worked a varsity game at that point.
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No, just Little League and yeah, JV stuff.
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So that was it.
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And then I just, and the other thing is, it s interesting, I didn t know how the process worked.
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I didn t even know how to get into college.
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I just knew, I loved refereeing.
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I m like, I m gonna write this stuff down, because this could be a really cool, fun thing.
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And I didn t know the process, but once I committed to that goal in writing, I didn t obsess about it.
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I visualized it, pictured it, but I never obsessed about the process part.
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All the steps along the way, just what was in front of me really well, better than anything I ve done in my life.
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And I ve not done that behavior in other things in my life, which is interesting.
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But in that endeavor I did.
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But the clarity of the goal, the Super Bowl, was so in front of you and it s not like you couldn t imagine doing it.
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You can imagine doing it because you ve done so many games that are big games.
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And so there wasn t any lack of clarity around the goal, and there probably wasn t a whole lot of lack of clarity around what it takes to get there, was there?
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No, no, it was so clear of, it s the Malcolm Gladwell 10,000 hour rule that he talks about in the book Outliers.
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It s the 10,000 hour rule.
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If you haven t read Malcolm Gladwell s book Outliers, you gotta read it, that chapter, 10,000 hours,
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That s what it was.
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He talks about the Beatles, uh, who were hired by some German pub owner and made them play like eight hours straight.
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Like every day, the Beatles had to do that.
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People like, well, John Paul, they re just like God given gifts.
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Those guys played music.
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All Prince, he studied Prince.
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All he did was play music all day, every day.
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Yeah.
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So I did that as much as I could.
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And I always had a backpack in my trunk when I was in high school.
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I always had a uniform with me in case anyone called or I got a voicemail that said, hey, we need an extra ref at the JV game at Concordia High School in Fort Wayne.
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I m like, I got my stuff with me.
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I ll be there, always.
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It s all the reps.
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It s not the refs.
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It s not the refs.
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It s the reps.
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Yeah, that s true.
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But it s been amazing and humbling.
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And probably one of the greatest humbling things was I got that call on Tuesday.
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And of course, you know, I m crying, my wife s crying, and I m calling my parents and my kids and everything, and just all these emotions are coming over me.
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getting all these people calling in and emailing, da, da, da, da.
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And the next day I went to go get my car and I went to unlock it.
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My car s got 175,000 miles on it and the little lock actuator is broken.
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So I couldn t open my front door.
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So I had to crawl through the back seat.
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How you do you crawl over the front and I can t reach it.
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This is the Superbowl ref whose car doesn t unlock properly.
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I m trying to unlock my door.
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I m like, okay, let s stay humble here, guys.
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Like this is what life is about.
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You know what I mean?
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It s just funny.
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Funny, funny.
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Well, I congratulate you, and I know all the listeners would, too.
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And if you have a chance to say something to Brian on LinkedIn, please do so.
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And it s going to be a fun couple of weeks.
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Only a billion people watching, that s all.
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Only a billion people.
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It s crazy, and I realize now, you know, we know who s playing now, the Bengals and the Rams, and I suddenly have a lot of friends from Cincinnati.
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Lots of friends from Cincinnati, like, hey, man, you got any tickets?
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Like, yeah, sure, for a small fee.
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So let s wrap this awesome news into an episode here, and we talked a little bit before we started about how do we do this, because everybody, you know, one way of looking at it is what is your Super Bowl?
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You know, we know what Bryant s was,
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is and will be.
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But what about us?
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What about us little deplorables down here who aren t refereeing in front of $7 billion?
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We may have a family of four we re supporting, or we may have goals for retirement or whatever.
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What is the Super Bowl?
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And I think where my mind goes is, what is that thing?
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And we used to call it the big, hairy, audacious goal, which I never cared for that.
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Yeah, the B-Hag.
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B-Hag, yeah, I never liked that.
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Big, hairy, audacious goal.
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But what is the thing?
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Or is there something?
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Or should there be something?
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Because how many times have you run into people who want coaching where you say, well, what s the end game here?
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Well, I just want to be happy, or I just want to keep making more, or I just want to provide for my family, or I d like to have nest egg for retirement.
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you know, is that okay?
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I d say, yeah, that s probably okay.
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But if you have something that s out there that you d really like to give voice to, then shame on us for not giving voice to it.
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And then the question is, I want to hear from you on this.
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And then the question is, okay, once we have that,
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Is the path clear?
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Rarely, I think, is the path clear and set.
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It was for you.
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You just had to go out.
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You do what was asked.
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You keep getting better.
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You work the games.
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You bring joy.
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You have good relationships.
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It s going to happen.
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But there s no guarantee that just because I want to be the leading whatever in the Midwest, there s no set process for that.
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And so we have to create those on our own.
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So I ll shut up and let you ramble a little bit.
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standpoint, for those of you listening, so the first thing is we have to, and you said it Bill, I think we do, we do, and I think especially in the United States probably and a lot of our listeners may be caught up in this, I think we we fail going in because we say here s what successful people do, here s what successful people do, here s what success looks like, and it s defined by the external world and not ourselves.
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So that s the first thing I think that people need to get real about.
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That some people have a goal.
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They re in refereeing.
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I know a guy that could have easily refereed in the Big Ten.
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Easily.
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He s a high school ref.
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He was super clear.
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I have no desire to do that.
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I want to be a really great high school ref.
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I ve got a daughter.
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I want to watch her play volleyball.
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And that s it.
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Super clear.
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No bones about it.
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And it s different for everybody.
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So I think in sales, you ve got to decide what your thing is with clarity.
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So it doesn t have to be, though, making a million dollars.
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No.
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You could say, right?
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I say I want to average at least $150,000 in commission.
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I never want to work more than 40 hours a week.
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And I want to have time to see my kids on the weekends or play golf or whatever.
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And I think sometimes we think, well, here s what success means, all these other things.
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you re successful in this and it doesn t.
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Yeah.
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Oh, but let me, let me ask you this though, because I, uh, it s a though, so it s a, but it s a button though.
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I sometimes, in my coaching, run across that, where we have talked ourselves out of those big goals.
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And so we kind of acquiesce to, not average, but we acquiesce to, you know, I don t want to do that.
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That s too much for me.
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I just want to do this, and I d be happy doing this.
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And I wonder how many of us have a secret dream down there
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that doesn t ever get out because we ve kind of talked ourselves out of it.
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That s great.
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Yeah.
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It s not that we re wrong or should be ashamed of it.
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It s just that we all have dreams growing up.
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We all have these things that we d like to accomplish.
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And I wonder if life just sucks the ambition out of us sometimes.
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We say, you know what?
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I m 50 years old, 52.
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I just want to work for the next 10 years and be happy and have a few million when I retire.
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I think a lot of times we ve talked ourselves out of things.
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That s great.
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So this is how I couch that up, too.
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I think, OK, it s the dead dream that s the painful thing for me.
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And what happens, I see, because you say people will be like, well, would you want to do that?
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Would you want to make a million dollars in sales?
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And they go, yeah.
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Now here it comes.
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Yeah, but.
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And then they talk to themselves about why it s impossible.
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to do versus letting that goal just be there and like one of my goals is to make a million dollars in sales by the time I m 45 and If you have a goal that s legit like that You test it by the reaction others have which is that s really hard bill.
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Mm-hmm million dollars.
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That s a lot of money There aren t too many people that make a million dollars in sales if you have that then you ve got a good goal in your hand that you know, that s big and
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What you have to watch is what you said is discounting the ability or the reality that that s possible.
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All of my, we joke, my college friends, all my fraternity pledge brothers, there were 17 of them.
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They came to watch me referee a high school football game in Nashville, Indiana at Brown County High School.
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Now Google Brown County High School.
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Bill knows where it is.
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It s right off the highway right there.
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You can see it.
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You know, maybe there s 400 kids in the school.
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Maybe, you know, there s 40 people in stands.
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They all got, you know, drunk.
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This is back in the eighties, but I don t know who drove it anyway.
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And they came and stood on the fence yelling at me, just messing with me for fun.
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It was really fun.
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We remember that like it was yesterday.
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All those guys, when I said, hey, I m going to be working in the NFL someday, they re like, dude, you re not.
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Neil thinks he s going to be in the NFL someday.
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Really?
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I go, well, I just do.
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Well, how does that work?
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I don t know.
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But that s my goal.
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So watch yourself.
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Good test if it s good.
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I want to make a million dollars in sales by 45.
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And then you ll go problem solve how.
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Now, the other thing you don t understand, you re not going to beat yourself up if you don t.
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You know, if you don t get there.
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But it s the path, it s the magic to me.
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And if I wanna make a million dollars in sales, I start to solve backwards.
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Once I get comfortable with that, now if I m solving backwards and I realize I m finding myself going, this is really hard, this is near impossible, then I gotta reassess that thing.
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Because you won t do it if you.
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believe you, you know, I m not, it s not like a mental thing.
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You re like, believe you can, you can.
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No, but, but I do think there s a, there s a mental part to it, which is what, what was the old saying?
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If you can conceive it, you can achieve it.
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And so we won t even concede.
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The other side of that is we won t even conceive of things that are impossible for us.
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So when you conceived of doing the Superbowl,
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It might have seemed like a stretch at the time, and other people might have said, what are you talking about?
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But you conceived that.
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You imagined it.
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So you achieved it because you could conceive it.
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And I do think that maybe the lesson here is spend more time conceiving of things.
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Oh, that s good.
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And just thinking and writing on tablets.
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We hear a lot of times people say stillness and writing and soft music.
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And just start writing things that feel.
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And I know Dan Sullivan talks about this a little bit too, the strategic coach.
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Just conceive of things.
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Put down a list of the bucket list for business.
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And you can also cross those things out.
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And I don t even think we go that far sometimes.
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I think we stop ourselves.
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Well, you know, I don t have the right pencil.
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Well, this paper is kind of, there s really not much room on this.
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I mean, we are, and believe me, I m one of those sometimes that I talk myself into and out of things.
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And I say, what the hell was that?
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Where d that come from?
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Who was that to talk me into it?
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And who the hell was that to talk me out of it?
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It s so true, isn t it?
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So conceive.
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Maybe that s the lesson here.
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One of the many lessons that you shared is we just need to conceive of more things.
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And then at some point, something hits us and say, oh, wow, that feels like a stretch, but that sure as hell would be cool.
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Yeah.
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Yeah.
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Write that on the index card.
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Absolutely.
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And then it stays.
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And then you dwell.
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I heard Kid Rock.
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Interviewed one time after he blew up, you know, in his first album.
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And one of his bandmates, who s one of his buddies now, kind of grew up together in Detroit.
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Uh, you know, after the show, he s like, dude, like, can you believe that?
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Like there s, there were 25,000 people out there.
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Like, did you ever, ever imagine that, that we d be up in front of 25,000 people?
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And Kid Rock said, I imagined it every day, every day since we started, I ve imagined it.
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I m like, that s really cool.
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Um,
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So if you re in sales, it doesn t matter what it is.
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Like I imagine myself on the stage getting the salesperson of the year award.
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I just imagine that.
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And I envision, I see myself walking across the stage, shaking hands with the CEO, getting the check, you know, looking at the deposit into.
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You remember Jim Carrey s thing?
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Remember Jim Carrey?
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Or Drew Carrey?
1
SPEAKER_01
Well, Drew Carrey did one.
1
SPEAKER_00
Oh, did he really?
1
SPEAKER_01
Drew Carrey did one at 14, where he wrote down what he wanted to accomplish in his life, and he went back, and the story goes that he s accomplished all of it.
1
SPEAKER_01
And then Jim Carrey, with the check, wasn t it $17 million?
1
SPEAKER_00
$10 million, $20 million for acting services rendered when he was like 18.
1
SPEAKER_00
Yeah.
1
SPEAKER_00
But there s too many stories about that that are real.
1
SPEAKER_01
And I think that in traditional goal setting, we tend to be very logical.
1
SPEAKER_01
Like, well, you did $100 grand this year.
1
SPEAKER_01
You d like to do $150 next year.
1
SPEAKER_01
You did $17 million.
1
SPEAKER_01
I d like to have $3.
1
SPEAKER_01
And we don t really stretch it back and say, whoa, wait a minute.
1
SPEAKER_01
Let s not plan next year until we plan the 10th year out or somewhere out there.
1
SPEAKER_01
And then we can back it down.
1
SPEAKER_01
And we still need to do the planning for the year or the month or the day or the week.
1
SPEAKER_01
But it s all contexted with that ultimate goal.
1
SPEAKER_01
Yes.
1
SPEAKER_01
Because if you didn t have the ultimate goal of the Super Bowl, you might have said, I ll take a shortcut here.
1
SPEAKER_01
They want me to do this game, but I m not going to.
1
SPEAKER_01
You probably wouldn t have done it in the NFL, but you would have behaved in a different manner if the vision was not there.
1
SPEAKER_00
There is no doubt in my mind.
1
SPEAKER_00
Because I ve done that and other things.
1
SPEAKER_00
Even with business, you know, for business, I was always, I had the tape I played was, um, it s just going to be me by myself.
1
SPEAKER_00
They call it a lifestyle business and I m going to be, uh, you know, make great money, have a lot of fun.
1
SPEAKER_00
I really enjoy what I do.
1
SPEAKER_00
And then when I m done, I m going to shut it down.
1
SPEAKER_00
And then I went to strategic coach.
1
SPEAKER_00
Dan Sullivan has you cast a 25-year life vision for yourself, regardless of how old you are.
1
SPEAKER_00
It s like, wow.
1
SPEAKER_00
And then you work backwards from there.
1
SPEAKER_00
So when I did that, I m like, actually, I could scale my business up with other people and stuff.
1
SPEAKER_00
And then, like, there it is.
1
SPEAKER_00
Yeah, Dan Sullivan has you go from 25 to 10 to five, down to three years, one year, down to the quarters.
1
SPEAKER_00
And all of a sudden you see this path, you re like, this is very possible.
1
SPEAKER_00
Yeah, exactly.
1
SPEAKER_00
It s not as mysterious.
1
SPEAKER_00
And I think you re right, Bill.
1
SPEAKER_00
Some people do need, what I love about strategic coach is Dan has the tool that a lot, and that gives you the space because it s facilitated to do that if you can t do it on your own.
1
SPEAKER_00
A lot of people struggle to do this on their own.
1
SPEAKER_00
And I learned it from my football coaches, but some people don t and can t.
1
SPEAKER_00
Yeah.
1
SPEAKER_01
So well, congratulations.
1
SPEAKER_01
And we ll be looking for you.
1
SPEAKER_01
Number ninety two.
1
SPEAKER_01
Right.
1
SPEAKER_01
I ll be out there.
1
SPEAKER_01
Ninety two.
1
SPEAKER_01
Yeah.
1
SPEAKER_01
Right in the middle of the field.
1
SPEAKER_01
And I m sure you have a.
2
SPEAKER_00
Great game.
2
SPEAKER_00
What s that?
2
SPEAKER_00
I ll give you a little Carol Burnett.
2
SPEAKER_00
OK.
2
SPEAKER_00
Yeah.
2
SPEAKER_02
Since you know when you re on camera, of course.
2
SPEAKER_02
Kind of.
2
SPEAKER_02
Yeah.
2
SPEAKER_02
All right, man.
2
SPEAKER_02
Well, great job.
2
SPEAKER_02
And we ll talk here next week.
2
SPEAKER_02
That s awesome.
2
SPEAKER_02
All right.
2
SPEAKER_02
Cheers.
2
SPEAKER_02
OK.
2
SPEAKER_02
Bye.