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Welcome everybody to the Advanced Selling Podcast, the longest running sales training podcast in podcast history.
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I m one of your hosts, Brian Neal.
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I m the other Bill Kasky.
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The other host.
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Oh, we re going, aren t we?
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There it is.
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We are not in the studio today.
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That s not why the delay happened.
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That s just bad timing on my part.
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I didn t cue Bill well enough.
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If you ve not joined two things, let us slide.
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LinkedIn group, got to go to the LinkedIn group.
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It s getting thick in there.
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Thick like a lot of people, thick like a lot of info.
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So go to the LinkedIn group, just Advanced Selling Podcast on LinkedIn, which most of you are probably very familiar with.
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And then you need to be in the insider group.
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You got to be in the insider group.
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You got to be in the insider group.
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So coming up,
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I don t know when this episode is going out.
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First Friday in June.
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First Friday in June.
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Well, Brian, I know you love music.
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I love music.
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We talk about music a lot.
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I ve got some audio of music here.
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But I walked into the Starbucks this morning.
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And yes, that s right.
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I was in Starbucks this morning.
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It s shocking.
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And there was a song on by a guy named Marty Ballon.
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Oh, yeah.
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Of course.
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Called Hearts.
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Yeah, I love it.
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Love it.
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I love that song, too.
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I do, too.
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Oh my gosh, that s a song that I have not heard for 20 years.
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And I used to love that song.
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It was popular back in the 80s.
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And it has a unique, you know, he had a unique sound to him.
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And so I thought, oh, I got to hear the rest of that.
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So I loaded up YouTube in my car and found it and played it on the way home.
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And it s the video.
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It s the music video of the song that I was kind of watching while I was driving.
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Let me play a few bars of the song here.
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We ll edit that out that Bill was watching YouTube while he was driving.
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And he doesn t own a Tesla.
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OK.
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So here it is.
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Remember this?
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Love this song.
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Good childhood memories.
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So it goes on and he s got a, I would say he s got a sweet, he s got a sweet voice.
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I don t mean sweet in any other way other than just pleasant and just, uh, you know, here, here s his voice.
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Long intro.
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So I was listening to it, and it brings back memories.
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And so I played it.
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And while I m driving, as you say, I m watching the video.
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When you hear a song like that about lost love, and is everything OK, and I ve left, or you ve left, or someone s left, and the relationship is gone, and there s this.
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And he is a very plain-looking, thin,
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Dude, yeah, probably in his 20s and a little bronze kind of a bronze body kind of guy good-looking.
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Oh, yeah Looking Vegas.
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Yeah, Vegas and and because it was in the 80s, you know, it has leggings on you know the the aroki has that kind of look and he has a Singlet like a unitard or singlet on this and in the movie or in the video and what I didn t realize and and if you think about
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Well, where would you take this video of a guy who s in a singlet in leggings?
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You know where the video was shot?
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Do you know what the story was?
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At a zoo?
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I have no idea.
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San Quentin.
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No way.
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In a prison?
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He s in a high security prison walking around with leggings and a unitard singing this song.
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He s got the picture of a girl up on the wall.
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Well, you put somebody not in the production meeting saying, no, not a prison.
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You can t be imprisoned in San Quentin wearing leggings and a unitard around me.
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And you have your guitar there, too.
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Right.
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But that was the day in the MTV world where really just anything went because MTV music videos were so new.
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You didn t need to have a plot line, you know?
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No.
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And the kind of the harder the left turn, the better, you know, the farther away from the obvious, the better, right?
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It was just a,
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And they were they were chasing each other in the video production world trying to outdo each other.
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Yeah, that s right.
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That s funny.
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And you have a picture of the unitard and the leotard and the hair.
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Yes.
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Yeah.
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And I mean, uh, it s still a great song and, uh, did he get out?
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Did he?
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Oh, no.
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His woman showed up in prison, but I don t know if he was dreaming.
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I don t know if he was dreaming or whether she actually showed up at San Quentin.
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She broke in those people trying to break out.
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She broke in.
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It s one of my favorite, uh, other prison songs.
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One of my favorite songs of all time.
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Another prison song, you know, another prison song from the seventies.
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What?
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No.
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Tie a yellow ribbon.
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Tony Orlando and tie a yellow ribbon around the old oak tree.
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Oh, yeah.
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The guy getting out of prison.
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Okay.
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Yeah.
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Our listeners, man named Sue.
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It was a lot of prison songs.
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Apparently a lot of us.
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Oh, all right.
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You re right.
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You have a prison song.
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How d we get on that?
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Prison songs.
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Okay.
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Topic at some point.
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Yeah, topic today, your business and my business are somewhat similar in terms of who we coach and what they come to us with.
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And I ve noticed in the last few months that people are struggling with,
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explaining their value.
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And I ll use the word offer not as like a free offer, but the offer of you re going to pay me money and I m going to bring you a solution.
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My solution I bring to you is my offer.
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That s the way I see it.
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It s everything.
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It s how much is it?
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What s going to happen?
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What are the components of the deliverable?
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How are you going to solve my problem?
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It s all those things.
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So by offer, we re not talking about an infomercial offer.
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We re talking about
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the composite of all the things you re going to deliver based on the problem they have.
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And I think people struggle with that.
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And I was wondering, before we get into it, I was wondering if you noticed that or have picked up on that.
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Massively.
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And I think, I don t know if it s pronounced now, like more pronounced.
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Is that the right way to say that?
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More pronounced, like more prevalent?
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Is that the right?
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I haven t thought about that word.
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Yeah, more prevalent now than it was before, but it s definitely a thing.
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There s no doubt about that.
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It seems to me if we ve gotten better at uncovering a problem and motive and things like that.
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Which I think we have.
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We have.
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We have not gotten better once that s found at connecting those two.
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And it s the connection point that s missing for me.
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It s OK.
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I found out that Bill wants to build his company up for three years, and he wants to sell it to an investor.
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And he really needs help to accelerate that because he s behind on his plan.
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Very deep motive.
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It s a life-changing event.
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I go, OK, well, great.
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Well, here s our sales training plan.
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So it s six months, and it s two times a month.
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And the bridge isn t there.
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That s what s missing to me, right?
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The bridge.
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So it s good.
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It s not just how you explain the value that you re going to bring, but it s the bridge that to get there from the problems that you ve just, yeah.
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Cause it can be like a abrupt.
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Okay.
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Well, good.
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Okay.
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Well, let me tell you a little bit.
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Yeah, that s, that s it.
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Okay.
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Well, let me, let me show you, let me, let me pull up screen here.
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Let me share a screen.
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You re talking too much, Mr. Prospect.
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Telling me too much.
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That s a great cue, isn t it these days for a salesperson, especially if we re selling remotely?
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Okay, okay.
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Thanks, Bill.
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Let me share screen here.
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Let me share screen.
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I m gonna share screen here.
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Shut up.
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Let me share screen.
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You know, it s also sidebar.
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Everybody commentates when they share their screen, and they make noises.
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Everybody has a share screen noise.
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So you go, okay, sharing screen.
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Let s see this.
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I m gonna go pop
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Check, okay, should be good.
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Let me know if you can see it.
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It s a 15 second ordeal.
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I think I ve said this before.
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When someone is asked to talk and they re on mute and they re talking away and then somebody says, you know, you re on mute.
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And then what s the first thing they say?
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Oh, I was on mute.
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I forgot to unmute.
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Yeah, we know.
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Sorry, I was on mute.
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Oh my goodness.
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OK.
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OK.
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So we ve defined the problem.
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I agree.
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I think we do.
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Yes, we have a problem.
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I do think we have a problem.
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It s a bit off track today, but that s OK.
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That s OK.
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It s good.
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It s fun.
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We re having fun.
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That champagne brunch that we do before everything.
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Yeah, right.
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On Monday mornings at 8.
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So I do think the bridge is the issue.
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Here, I think there s another tactical cause of this.
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that I m very, very adamant about.
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I think the lack of practice is a massive contributing factor here that sales teams
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are not practicing this over and over and over.
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Um, I had a client that, uh, I got some feedback that they felt our programming was too basic.
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Cause we, we tend to drill basics over and over.
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That s how pros get to be pros.
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It s part of the deal.
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Right.
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And I, I don t think people are practicing this either enough or correctly.
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So I think that s another issue here.
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Um,
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I think that the abruptness is the cue for me that sales leaders haven t done a good job practicing this bridge, or this connection process.
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Let s talk about that first, briefly, and then we can get into what are the elements of the offer that you need to make sure once you do the pivot,
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So here s where I was thinking is, I think one good thing to do, if you have an upfront understanding with your potential client, your customer prospect upfront by saying, look, here s what we re going to do today.
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I d like to ask you some questions.
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You share some with me.
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I ll tell you a little bit about how we work.
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And then at the end, if it s appropriate, I ll share specifically what our offer is or specifically how to get started or whatever those words are there.
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Yeah.
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I think if you put that on the table up front, then it s not as much of a shock when you pivot from the pain or the problem to the explaining of the values.
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I d say that s number one, is include it up front so that way they re not surprised.
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Yeah.
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Can I add on to that?
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Yeah.
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And I think this would be a version of the same idea, is I would, inclusive of that, what I would put into that, in addition, I m trying to say it as many ways as I can.
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You re starting to understand.
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And if therefore too, I thought shall, I would say.
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When I do that, if appropriate, I m gonna show you our program.
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And when I do that, what I m going to work to do is I will try to tie elements of the program specifically back to what you re about to tell me or not tell me, that sort of thing.
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So if you tell me you ve got an issue here, I ll say, okay, earlier you mentioned that da, da, da, da, okay, this little piece of this program, this is what s meant to solve that thing for you.
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That s your bridge back to the thing.
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There needs to be some direct tie-in.
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I agree.
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And that s why I m asking you these questions, so that when I do this, I ll be able to, and it s just a clarity thing.
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OK, so I think we ve, that to me feels like, and now then at the time, OK, so all the problems are on the table.
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They re out in the open.
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Maybe you re with two or three other people from there.
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And so at some point, there is a, it s pivot time.
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It s show time.
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It s show time.
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Let me share a screen, Bill.
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OK, let me share a screen.
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Yeah, let me see it.
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At least you could have some music go, like some kind of pumpin  chill music.
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Share screen music.
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Like Major League Baseball players have walk-up music, you know, and they go up to the plate.
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Yeah, that s right.
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This is my share screen music.
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Oh, that s funny.
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Actually, it s probably not a bad idea.
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No, it s a great idea.
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It s so annoying.
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Yeah, they remember.
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I mean, remember Kasky?
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He s the dude that did the share screen?
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Oh, yeah, that was a good proposal.
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I didn t think like him, but that music was good.
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So one thing you can do is just review the highlights of the problem.
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So let me just take a moment to review where we ve been.
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And I ask you about this, and you said basically there s three different issues you re working with, bah, bah, bah, 1, 2, 3.
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Is it OK now if I share my screen?
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Is it OK now if I pivot to how I think I might be able to help you?
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Or whatever the words are.
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But I think you say, is it OK if we pivot?
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Is it OK?
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Is now a good time that we get into how we might be able to help you?
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That seems to me like one thing, one option.
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When I m coaching people that do online demos,
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you know, to share screen.
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I have them prepare, I call them bridge statements from slide to slide.
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Every slide transition is required to have a bridge statement.
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Practice and rehearse so that they, okay, I m gonna go to the next slide, here s what s gonna happen.
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So I think that s really good.
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I wrote down when you were saying this, this might be a cue.
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So if you re listening, here s a real tactical thing you could do to take Bill s idea and make it super tactical.
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Have some sort of sheet or piece of paper or whatever you have in front of you always when you go into a sales call.
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We have this actually in our, when we send out proposals to people, a what I heard section.
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on what I heard section.
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So I love what you re saying, Bill.
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So let me just recap what I ve heard so far.
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I ve heard three things.
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And if you do one, two, three, that s gonna be all you need.
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You don t need eight, right?
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So I m hearing real issue with top of the funnel.
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I m hearing a real problem with high performer slacking off, and I m hearing long sales cycle stuff.
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Good?
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They re probably, exactly, got it.
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Now I go, okay, so I m gonna, let me take you through our programs and let me talk to and speak to where each of those, where and how we capture each of those things in our programs or something.
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I love it.
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Good.
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I love it.
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Yeah, it s nice.
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And it s so much better, isn t it?
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Than what I think a lot of us do.
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Yeah, because I think that s the point where it s a little bit of a vulnerable situation where you re getting ready to quote unquote, pitch something.
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And I know we don t like that word, but you re getting ready to start talking about your value and your product.
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What you don t want to do is lose all the momentum that you ve gained by having them share and them tell you how much energy there is when people are voicing their concerns and situations and all that.
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You don t want to slam it shut, because then the rest of the call is hard work, so maybe even
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And you could say, look, I d like to pivot here.
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But I also want to acknowledge what you ve talked about.
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And as we go through this offer, I d like some feedback.
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And make sure that it continues to be a bit as interactional.
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Interactional?
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Interactional?
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Interactive.
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Oh, that s enough.
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Rare.
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It s very rare.
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A very rare sighting for Bill Gaffney to misuse a word.
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Very rare.
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That is rare.
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That s unicorn status right there.
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Meme.
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That s right.
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That s a meme.
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So maybe what we do is let people just simmer on this for a little bit.
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And then the next episode, we come back and talk about how to construct the offer.
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OK.
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I m good, man.
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It seems like this is perfect from a timing standpoint.
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First off, you have to transition to it and then you have to be able to deliver it.
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I love it.
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I ve already got my stuff, like one idea written on my board for the next episode.
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Okay, good.
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Said Dr. Dre and Snoop.
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So if you re not already a LinkedIn connection, make sure you go to advancedsellingpodcast.com slash LinkedIn.
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We d like to hear your thoughts here, because some of you have been doing this a long time, and you have your gems that you use when you pivot from finding the problem to offering the solution.
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We d like to hear them.
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So go to LinkedIn and just share what you know.
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Share everything.
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Give us the million-dollar stuff, not the $5 stuff.
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Give us your favorite Marty Bielen song.
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Is that his name?
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I think he s only got one.
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I think that I think you heard it.
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Is everything all right?
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OK, now you ll be singing that for the rest.
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Oh, I love that song.
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My high school buddies.
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I told my wife, I said, don t watch the video.
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SPEAKER_00
Just listen, just listen to that video.
1
SPEAKER_00
All right.
1
SPEAKER_00
All right.
1
SPEAKER_00
OK, bye.
1
SPEAKER_00
See you next time.
1
SPEAKER_02
Bye.