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In this episode of the Advanced Selling Podcast, Bill shares a story about getting carted at CVS buying cough medicine.
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He also makes the stock market move as he predicts a strong 2020.
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And we give you some tactical advice on how to be sure that you re not the only salesperson in your sales process and why your customer should be one too.
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Welcome back 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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This is Bill Kasky.
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This is a Friday recording episode.
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I ve noticed that my energy is different on Fridays and Mondays, Bill.
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How about that?
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Absolutely.
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I just am in a good mood, even though it s cloudy and cold.
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It s gray and foggy.
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You know, it doesn t matter.
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It doesn t matter.
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I love what I do.
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I love my jobs, both jobs.
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I love what I do.
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I love doing the podcast.
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I love working with you.
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And still, Fridays are fun.
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I don t know why.
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Maybe it s just everybody s in a good mood.
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extra good mood or whatever.
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If you really liked what you were doing, wouldn t Mondays be better because the whole week is ahead of you?
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Do I do?
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Yeah, I think part of it is, too, when the football season winds down, I get my energy transfer going back to the sales coaching and podcast stuff.
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So I m feeling that right now.
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I m feeling really, really good and energized and stuff like that.
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You may have, if you re a long-term listener, you know this.
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We offered a program at the end of last year called the Dealwork Studio, the Dealwork Studio.
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And it was a program where Bill and I get on the phone with your sales team for an hour and we do deal coaching, live real deal coaching.
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And we take all of our methodologies and our frameworks and we apply them to your real deals.
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And you leave with a couple of deals having been re-strategized or recast in a different light.
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And you learn some things and the rest of the team learns.
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Some things well that the we re putting the green light back on that program.
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So we just finished our first round.
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We had really great Situations really great deals to work on it was really fun a couple of people have said hey Let s do some more of this.
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So we re inviting you if you d like to do that with your sales team How do we sign up for that?
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Travis said there s a big green button on the advancedsellingpodcast.com homepage.
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It s like a big green sign out in the playing field.
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A big green button.
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Go to the big green button.
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But hey, if you re a salesperson, give it to your manager.
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Say, hey, boss, let s do this.
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The fee for the thing is $1,500.
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It s not real expensive and costly when you think about what you get for it.
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$1,500, any sales team can afford that.
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Spend some time with us, me and Bill Auer, to coach your sales team up, and it s really good.
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Dealwork Studio, big green button on the homepage.
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Yes.
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Brian, I was going out to CVS.
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CVS is a drugstore chain here in the US for our foreign listeners.
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And I was tasked with getting some cough medicine for my wife, who was very ill, cough and flu and all.
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And she had DayQuil.
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They re not advertisers, so we re not getting paid for this.
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She had DayQuil, which is the,
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Daytime version.
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I think it s made by Vicks maybe yes, and it s good for daytime relief of cough But then at nighttime it kind of set you on edge.
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So at night you need NyQuil so I went out and I found the right prescription right over the counter and so I took it up to the front desk and I
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I said, here you go.
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And he said, OK, are you over 40?
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And I ve never been asked that.
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And he knew.
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He says, I think I have a pretty good idea.
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I m like, what are you talking about?
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But he said, I have to ask that.
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And I said, OK.
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Well, A, yes.
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B, why do you have to ask that?
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I ve heard, are you over 21 for alcohol and maybe cigarettes in some states?
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But I said, why do you have to ask that?
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He goes, oh, no, I figured you were over 40.
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I just have to ask you.
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And I said, yeah, that s what you just said.
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You re not answering my question of why.
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And he never gave me an answer why.
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Why do you have to tell me about 40?
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And so I m fairly naive to this stuff.
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For cough medicine?
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Well, then I heard that the reason they have to ask you is because people buy cough medicine to make meth and such.
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But why 40?
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What is the magic to 40?
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Because 38-year-olds don t make meth.
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That s why.
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Oh, so it s older people that make meth?
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Obviously.
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Or maybe you look older.
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I don t know.
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That s a great question.
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I don t know.
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What a wonderful question.
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Someone from the FDA or CVS, why is 40 the magic number?
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And then I thought, well, what I would do if I was asked again, I would say, oh no, I make meth, but I ve just got the sniffles today.
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I got my teeth put back together.
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I m in good shape now.
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That s right.
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Yes, I would love to hear why.
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I ve never heard over 40.
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Are you over 40?
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But why 40?
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It seems like,
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It seems like it should be younger.
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I guess it used to be 30, and now the meth people are older.
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How about this?
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What if you are 40?
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Then the answer is no to both.
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Are you over 40?
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No.
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Are you under 40?
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No.
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OK.
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So what do you do then?
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I m trans age.
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Right, you don t know how old I am.
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I guess I m blind to the meth business, which is probably a good thing.
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But anyway, if anybody knows why, I don t know if Fact Checker Doug would know that.
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Fact Checker Doug?
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Oh, Doug Drozen, would you please find out why we get asked if we re over 40 when we buy Vicks NyQuil at CVS Pharmacy, please?
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Note to self, you re a good advertiser, too.
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That s a good advertiser.
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You didn t give her, you didn t get Vic s vapor rub?
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Rub it on her chest?
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No, I didn t.
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I used to get that when I was young.
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That s fun, huh?
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Well, Brian, before we get to our topic today, have you ever wished you could afford your own executive admin to fill your calendar for you?
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Well, the number one problem salespeople have is booking prospect meetings.
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And if you don t get the front end working, the back end won t work either.
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It s one of those things that gnaws at you all the time.
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You re always thinking about it.
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And also, the opposite feeling of that is when you look at your calendar and you have seven or eight appointments stretching out for the next two weeks, don t you feel good?
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Don t you feel abundant?
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So the question becomes, well, how do I book more first appointments?
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You should know about Chronologic, the world s first calendar monetization engine.
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Chronologic takes leads from every channel, converts them to meetings.
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It literally books out your calendar for you so you can maximize your meetings, your pipelines, and ultimately your compensation.
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You can use their technology for yourself and book a demo at Chronologic.
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That s K-R-O-N-O-L-O-G-I-C dot A-I.
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chronologic.ai.
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Take a look at it.
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They re awesome sponsors of the Advanced Selling Podcast.
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I think you ll like what you see there.
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Okay, so here s the topic today.
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There s a lot of things, Brian, that you and I disagree on in life, like number one, I know how much you like to pay taxes, and I don t.
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That s not true.
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I know in football, you re more of a middle linebacker kind of guy.
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That s true.
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I m more of a white out.
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That s true.
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I ll give you that one.
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Tied in, tied in kind of guy.
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Yes, you d definitely be a tied in.
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And I know you have some socialist communist tendencies.
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I do not.
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I do not.
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But one thing we agree on is that when we show up and when we are advising our clients to show up in the prospecting mode or selling mode, we like the idea of having the prospect share the burden of selling so that we aren t the ones always trying to sell, convince, and persuade our prospect.
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That they need to be selling us on why they need to solve this problem every bit as much as we might be selling them on why we re the best solution for them.
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And so it s a both and, it s not either or, and it needs to be balanced a little bit.
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And so I thought we could spend a little time on what are the conditions and what do we as sales professionals need to be thinking about so that we can make that happen?
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Instead of just, hey, have them sell you, that s not enough.
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I think we ve got to talk about some conditions.
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So I thought you ve got a couple, I ve got a couple, and I thought that would be a good topic.
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And I would like to comment on the
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the way that we re even talking about this.
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Because there is something that does bother me about the way we re talking about it.
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I just want to check in on with you.
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And that is, should anybody be selling anybody?
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You see what I mean?
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Because we have this definition of selling that, OK, selling equals convincing, persuading.
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And we talk a lot about, let s don t even have that in our DNA and our makeup and our energy.
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Certainly don t want the other person to think or feel that either.
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And so I m thinking it more, how do I, and this is kind of getting into my first one a little bit, how do I create a balanced relationship or interchange with someone who I may potentially do business with or sell to, so to speak?
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And so in that balanced interchange, I had a client this morning who gave me this.
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I thought it was really good.
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So what he said, he was kind of teaching this idea of balance back to me a little bit.
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And he said, it s really a two-way street, like a teeter-totter.
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You re on one side, they re on the other.
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And sometimes they re too far forward.
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Sometimes they re too far back.
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Sometimes you re too far forward.
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You re too far back.
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And the trick is to try to make the thing stay balanced.
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So if they get too far back, you might need to move forward and so on and so forth.
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And free, this is the big one for me, free of any manipulation.
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I just wrote that down.
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Freedom.
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Total freedom.
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Total freedom, yes.
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So that we re not a hostage to feeling like we have to do something.
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Yes, exactly.
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So I like that and taking the burden.
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So it s not burdensome for either party.
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We re not on edge.
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We re not on guard No, and I m not and I m also not trying to get them to sell me I think that s what sometimes people hear what you re saying.
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I know what you re saying.
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Sometimes I feel like people hear that
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And they think, well, I m going to sit back.
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I m going to cross my arms and watch this prospect sell to me.
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And that doesn t feel right either to me.
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I just like it to be free of all that.
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And so that s my first piece of advice here for our listeners, is understand what balance means to you in that interchange.
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and be hyper aware of it while you re in it.
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And know that I just had a customer coaching call right on my way over here.
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And this guy, they just got this signed contract for a really big deal.
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And I said, oh, man, that s awesome.
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I love this.
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He goes.
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Eh, not really.
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I m like, well, why?
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It s a huge company, a big brand, and they ve already got orders.
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He goes, we re going too fast, man.
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He s like, we haven t gone through all the pricing yet.
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We haven t drilled down on them to ask them questions.
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They re coming at us too strong.
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So it s a weird thing to think, shoot, a prospect could come at you too strong.
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So they were doing, they re selling my client.
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Like, we want to use you, we want to use you.
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And my client s going, whoa, hang on.
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We got to do this right.
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I thought I was really pleased to hear that.
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Really pleased to hear that.
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It s a well-trained person.
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So balance.
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He s really good, naturally.
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balance.
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And I also think that you re going to see more of that.
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The economy is strong right now.
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It s going to be strong in 2020.
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That s my prediction.
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And when it s strong, suppliers get overbooked.
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And so you are going to have people who come to you because they can t find anybody else to solve the problem.
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So I think this is going to become more prevalent.
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And what your client did was right.
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It s like, yes, we want to help you, but we want to do it the right way.
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I was just watching the video.
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MSNBC stock ticker.
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And you just came across, it says, Bill Caskey sees strong 2020 fiscal year.
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You just made your prediction, so it s affecting the stock market.
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I love it.
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Except for today, the market s down 300 points.
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But anyway.
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Anyway.
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I m not quite to the age yet where I actually watch on a daily basis.
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But yeah, it s a thing.
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Unfortunately, it s an app.
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It s fun.
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Show yourself.
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You give me a couple.
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So balance is one.
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Yeah, balance is one.
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OK, my number one is getting crystal clear on your messaging.
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And not just on what you say, but what you believe about it.
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Because a lot of times, I think we work really hard on the words of our message.
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Yes.
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And we don t work hard enough on the mindset around it.
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So when you say, we help people solve these problems, do you really believe that?
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Do you really, really believe that?
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Or are these just words that you re parroting because they appear in some marketing piece?
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So getting clear on the message and getting clear on your believability in the message, I think, then helps you to stand tall and stand firm so that you re not
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persuaded or you re not, you don t default to selling and convincing and persuading.
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Just get really clear on the message.
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Love it.
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Love it.
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And that should, you get really good at that.
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You will see, my experience has been with my clients and myself, you get clear on that, you do a lot of time working on that, spend a lot of time working on that, your buyers will, energy changes.
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Yeah.
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They ll just change the dynamic of the conversation.
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Yeah, that s right.
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It s really nice.
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OK, so the next one I have, it kind of goes along with your word freedom there.
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You ve got to have the ability and the freedom and the safety, the comfort to recommend anything or ask anything, even if it s not what your customer wants to answer and if it s not what your customer asks for.
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So if you want to do or think about the role that the customer plays in that balance situation, their reaction to a suggestion of something they didn t ask for, I think, is very telling.
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So they ll show you their openness.
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So if they come and they ask you, let s say someone comes and asks you, I ve got a potential deal right now.
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Or a guy s like, you know, I think we want to start with just do a half day, get some skill sharpening stuff going.
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And I m thinking in my mind, that s not the right thing.
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Doesn t do it.
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No, it doesn t do it, man.
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I m sorry.
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I hear why you re saying that.
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I would be only willing to do that if we agree to do an ongoing follow-up coaching program.
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Otherwise, I m going to take a plight pass on it, and then he s going to react to that.
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His reaction is the thing that we re talking about in this episode.
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His reaction is either going to be, no thanks, I just want that.
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He s sort of made his mind up, which is fine.
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It s his company, his sales team.
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Or he s going to sit back, go, hmm.
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It s actually a good point.
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Never thought about it that way.
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Maybe I should rethink it.
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That s the kind of customer I want to work with, who s open to an idea, allows me to be myself and say the truth, free of any intention of trying to get a deal.
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It s the right thing for him and the wrong thing to do just a half day.
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in my opinion.
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There are some times when the half day is right.
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Huge group, 300 people coming in.
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I can t want to choose.
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Or it s the beginning of, like you said, the beginning of something else.
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It s a kickoff kind of position.
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So what s the action there for our listener?
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I think the action is specifically, so I just came from a session with some clients where they re learning to be teachers, and one of them said,
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If there are things that you re afraid to ask or say, and you re trying to train yourself to be more OK, prep beforehand and take those risky questions, even if it s just one or two, and write them down right in front of you.
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So you ve got the courage up.
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You know they re right there.
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You can just look at them, not read them script or anything like that.
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Just have them with you and to prep those things.
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So I would write down, in this case, I d suggest this guy, half day is wrong.
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Ongoing is the recommendation.
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And I ve got it in front of me so I can say it.
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Yeah, and that gets back also to a little bit of mindset stuff, is what is your conviction level?
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So if you re a heart surgeon, and the patient comes in, and they ve got all sorts of blockage, and they say, you know, on second thought, I just want you to give me a pill for this.
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I don t really want to go into heart surgery.
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And the heart surgeon says, oh, OK, that s fine.
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That s not a very good heart surgeon.
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Or he says, I can give you a pill, but you re going to prolong your life 25 days.
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You need surgery.
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How much conviction do you have in your solution, in your recommendation?
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Really good.
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OK, I ve got one here that is sort of a 2A to mine, or a 1A to mine, and that is,
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I do this thing with my clients called a one-year plan, and it s a personal business plan, but it s really less about what are you going to do every day and more about what kinds of skills do you need, where is the future of your business, so you re building your skills based on the future, not based on the past, how are you going to scale your lead generation, things like that.
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One of the skills that I find missing is the skill of explaining.
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Every company claims to have a unique value and every company does you wouldn t be in business if you didn t have something unique Yeah, whether it s the product uniqueness or whether it s how you deliver it or a service or process or sales, whatever The question is is are you?
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Competent at explaining the value this unique value that you claim to have I find most businesses are not most sales professionals are lack it lacks at that Yep, and so what I would recommend you do
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as an action is I would record on your phone you actually giving your explanation of your value, get it transcribed, go back then and read it, probably going to be a page, go back and read it and read it aloud because you re going to hear things when you read it aloud that you didn t hear when you were speaking it.
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And so the idea there is get it right, get it really good on paper, and practice it and practice it.
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SPEAKER_00
Because a lot of times, you only have one shot at that first position.
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SPEAKER_00
So when you re on the phone with somebody and say, well, tell me a little bit about what you do at Smith Jones, well, you ve got one shot there.
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Because how you re positioning yourself is going to take a cue from how you explain your unique value.
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SPEAKER_00
I love it.
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SPEAKER_00
So if you aren t good at that, and if you re a sales leader,
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I would make that one of your next sales meetings.
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SPEAKER_00
And if you don t get what you want, then put that on the list of the deal work studio.
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SPEAKER_00
We can work on that, because that s a huge problem.
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SPEAKER_01
Was that a subliminal plug for deal work studio right there?
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SPEAKER_00
It was less subliminal than liminal.
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SPEAKER_00
Man, I liked it.
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SPEAKER_01
Slipped it in there.
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SPEAKER_01
It was not highfalutin.
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SPEAKER_01
It was lowfalutin.
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SPEAKER_01
Slipped it in there.
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SPEAKER_01
Me likey.
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SPEAKER_01
OK, let s see.
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SPEAKER_01
Last thing.
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And this is really hard for salespeople to do.
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is go through your funnel and audit for the subject that we re at.
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And go deal by deal, name by name, and say, OK, where s the balance in this one?
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SPEAKER_01
And if you have a couple where the teeter-totter is tilted way too far the other direction, meaning the client s not giving you anything,
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SPEAKER_01
They re just buying something.
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If they re just buying something from you, I m going to challenge you to walk away from the deal, even if it s a high probability deal.
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SPEAKER_01
And you might even get it.
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What I m trying to do is flex a muscle here for our listeners to say, I want to get used to saying, it s just not right for me.
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SPEAKER_01
It s not the kind of relationship that we want to build from a partnership standpoint.
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SPEAKER_01
We just don t see the world the same way.
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SPEAKER_01
Whatever.
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SPEAKER_01
Whatever it is, it s just not right for you.
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SPEAKER_01
that it s OK.
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SPEAKER_01
So a deal, again, that I might be in, it could be like a multi-quote RFP sort of deal.
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SPEAKER_01
I m one of six involved, and it s live in my funnel.
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SPEAKER_01
And they re pinning you with questions, and they won t answer anything for you.
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SPEAKER_01
You say, just opt out.
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SPEAKER_01
Tap out.
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SPEAKER_01
Use abundance as your magnetic north.
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SPEAKER_01
That s right, right?
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SPEAKER_01
Magnetic north.
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SPEAKER_00
Thank you.
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SPEAKER_00
Paused on that one to make sure I had it right.
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SPEAKER_00
It s a magnetic north.
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SPEAKER_00
Use abundance as your magnetic north, and believe there s more right ones out there for you.
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SPEAKER_00
And walk away from one and see what happens.
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SPEAKER_00
Just see what happens.
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SPEAKER_01
So I like that, Brian.
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SPEAKER_01
I think that on the funnel sheet, or on your spreadsheet, or however you track things, you have to do a balanced split.
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SPEAKER_01
Like if it s 50-50, then that s an ideal situation.
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SPEAKER_01
If it s you feel like you re doing 80% of the work and they re just sitting back waiting for you to come up with your 17th proposal, that s way out of whack.
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SPEAKER_01
And those are the ones you re saying.
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SPEAKER_01
So do a little dissection there.
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Even put some numbers next to it.
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SPEAKER_01
Because you know, we all know.
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SPEAKER_01
And if it s the customer is selling you too much, then maybe you need to back off to make sure that things don t get ahead of you too.
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SPEAKER_01
So I like that.
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SPEAKER_01
My last one here.
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SPEAKER_01
Man, that McAllister tea does it to me.
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SPEAKER_00
It does.
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SPEAKER_00
I don t know why.
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SPEAKER_00
Or the big dogey that you ve pulled onto here now.
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SPEAKER_01
My third one is to keep in mind that, and this is tough, because when you re in the middle of selling, you don t think about serving.
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SPEAKER_01
But serving is the magic.
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It s the magic move.
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And by move, I don t mean a tactic that you say to the prospect, although you might.
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But do you have serving in your heart?
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SPEAKER_01
Are you there to really serve the customer by helping them understand what their issues are, helping them understand how you can help them, helping them with the timeline of how they go about doing this and solving this and the process?
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SPEAKER_01
If you re not in service mode, then I think it s too easy to drop into sales mode.
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SPEAKER_00
Yes, yes.
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SPEAKER_01
And so do I have an amen?
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SPEAKER_01
Amen.
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SPEAKER_01
So I think you have to check your pulse.
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SPEAKER_00
Check your pulse.
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SPEAKER_01
Check your heart.
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SPEAKER_01
And that probably goes along with the rating, the 80-20 or 50-50 that you just did on the funnel, is where has my heart been?
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SPEAKER_01
Do I have a quota to meet, and I m way behind, and I m putting all sorts of pressure on myself and on them?
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SPEAKER_01
Then your heart s not in the right place.
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SPEAKER_00
Did you just quote Celine Dion?
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SPEAKER_00
I might have.
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SPEAKER_00
Where will my heart, is that a where will my heart break now?
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SPEAKER_00
Where s my heartbeat?
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SPEAKER_00
Something like that.
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SPEAKER_00
Where are my Celine people?
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SPEAKER_00
She was just in town.
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SPEAKER_00
Every video I saw of Celine Dion, the people were crying in the audience.
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SPEAKER_00
Everybody was crying.
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SPEAKER_00
People pay for that, huh?
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SPEAKER_00
They do.
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SPEAKER_00
They pay to cry at Celine Dion concerts.
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SPEAKER_01
I thought she was, she s out of Vegas now, isn t she?
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SPEAKER_01
Didn t she do like 10 years in Vegas for a mere 170 million?
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SPEAKER_01
Something like that.
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SPEAKER_00
She s actually a good, I like her.
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SPEAKER_00
She s a good person.
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SPEAKER_00
I m not a fan of her music, but she s cool.
2
SPEAKER_00
Yeah, she s not she s more like tomboyish than she looks.
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SPEAKER_00
I think she s like kind of a tough chick.
2
SPEAKER_00
Really?
2
SPEAKER_01
Didn t she used to didn t wouldn t she married at one time to a producer and he died or something?
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SPEAKER_00
Yeah.
2
SPEAKER_01
Yeah, I think it was her manager.
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SPEAKER_01
I think the manager she was like 16.
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SPEAKER_00
He was like, oh, he was 50 20 years old or anything.
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SPEAKER_00
All right.
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SPEAKER_00
Good person, huh?
2
SPEAKER_00
OK.
2
SPEAKER_00
A couple things to remember.
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SPEAKER_00
Go to the website, advancedsellingpodcast.com.
2
SPEAKER_00
Big green button, Dealwork Studio.
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SPEAKER_00
We d love to do that.
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SPEAKER_00
The topic we re talking about today, we could do in the Dealwork Studio.
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SPEAKER_00
We could walk you through how to do this.
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SPEAKER_00
And the people that have done it will tell you, Dealwork Studio, one of the best things they ve done in terms of helping their
2
SPEAKER_00
their sales results and getting training and action on their deals at the same time.
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SPEAKER_00
Dealwork Studio, go do that.
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SPEAKER_00
Still on the road, too.
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SPEAKER_00
We re heading to Chicago next ASP gig.
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SPEAKER_00
Next week, we ll be coming to you live from the car on the way up.
2
SPEAKER_00
And if you d like to have us come to your sales meeting, next sales retreat, big event, something like that, send us an email.
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SPEAKER_00
Listener, advancedsellingpodcast.com.
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SPEAKER_00
But come see us in the subject line.
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SPEAKER_00
We ll make that happen.
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SPEAKER_00
That s it.
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SPEAKER_00
See you next time.
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SPEAKER_00
Bye.