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Well, you guessed it.
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It s Brian and my 17th birthday on the Advanced Selling Podcast.
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Welcome Brian.
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Hey Bill.
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How you doing?
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I m fine.
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Do it.
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Should we go through the thing again?
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Like we re the longest running or we all know that by now.
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Yeah.
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Yeah.
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Yeah.
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Vanselling podcast, longest running sales training podcast, podcast history, year since our birthday.
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Isn t that amazing?
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17 years.
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17 years.
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At a time when people really didn t know what the heck podcasting even was, I don t think.
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I mean, long ago.
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Long, long ago.
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So, I mean, if we ve seen anything in our time doing a podcast,
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It s two cycles of cicadas.
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Let s call that what that is.
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Two cycles.
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Two full cycles of the 17-year cicada in the years that we ve been recording the podcast.
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That s right.
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Can we go for a third?
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Yeah.
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Bill mentioned Bill s kind of audio.
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Yeah, I m going to put it down because it s not really very.
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We re not really on brand for us.
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We re our, uh, yeah, we usually do some rock and roll, but I get, we know it s, uh, not if that song s copywritten or whatnot, but.
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Yeah, we want to get in today to some of the inside baseball kind of behind the scenes about how we do the podcast.
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And then, of course, next week, we ll get back to topics.
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But before we get into that, we had some questions from some listeners.
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Over the years, people have asked us, and I ve accumulated some of these, and I thought it might be interesting for people to hear how we do it, why we do it, what mistakes we ve made.
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But you have something first.
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Well, the music kind of cued me in on this.
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I was on the, I don t know,
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on the Monon Trail.
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It s a little walking trail that we have here in Indianapolis.
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Very, very pretty, very nice.
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Used to be an old railroad, you know, track.
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Now it s a trail.
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It s 40 or 50 miles now, isn t it?
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It s pretty long, really long.
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And it was, there s an art center down near where our office is, where I used to live.
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And there was a couple gentlemen there that were playing and they had homemade and played the recorder.
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You know, recorders are the little, you know, little flute things.
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And I thought about,
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Uh, all of us in the United States, for the most part, we re forced to play the recorder somewhere in the third, fourth, fifth grade realm.
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If you remember that most of them were plastic.
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And I thought to myself, how rewarding is that for all the music teachers in the whole world to know that there are two men.
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who apparently live in Indianapolis, who took that plastic recording playing to a whole new level and made it a career as professional recorder players.
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I didn t get their name, but I thought that was pretty interesting.
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So they re playing, like, for money?
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Oh, yeah, totally.
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They had, like, a video.
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They had, like, a social media thing, and they had, like, two cameras, and they had their stuff set up, and they were selling recorders, and they were selling their CDs.
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Oh, wow.
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You remember Zamphere, of course.
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Everybody remember Zamphere, the pan flute player on?
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Oh, yeah.
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Zamphere, right, who he sold albums on radio.
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But I just thought that, you know, for all the music teachers who do their best, it s hard teaching elementary school music.
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Yeah.
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And, you know, recording the recorder, the recorder episode that most of us have was extremely painful for our parents, just awful hearing his practice.
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And it s nice to know that they have a couple of success stories walking around town.
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playing professional recorder.
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So if you re less than 35, just look it up, just Google recorder.
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Yeah.
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They may not do that anymore.
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Right.
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Yeah.
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And the frustrating part was 90% of us had not one musical.
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I mean, you did musical ear, but not, not me and any of my friends.
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So it was really a wasted effort, but not really.
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It was frustrating for the people that knew music because the exact didn t work.
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They were terribly produced.
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They were horrible.
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I m like, this is so out of tune.
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This black plastic recorder I m playing that I remember literally like every detail of it was so out of tune.
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That s funny.
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Well, happy birthday, man.
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This is fun.
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What a great fun thing we ve had here, isn t it?
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So we wanted to do something a little special for today since it is 17 years ago this week that we launched the Advanced Selling Podcast.
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It was on the 15th of September, I think.
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But anyway,
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We thought we would give you a little behind the scenes.
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I ve got some questions here that you don t know what they are, Brian.
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But I ve got some that have come in over the years, accumulated some.
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And I thought it would be good just to do a behind the scenes with how we do this, because this podcast has launched other people s podcasts.
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People will listen, and maybe you re one of them.
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In fact, if you are, let us know in the LinkedIn group whether you learned something from this or this inspired you in some way to launch your own podcast.
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But I know we have a few.
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So I thought I d get into these questions.
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Do you have any?
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I m ready.
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Yeah.
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Well, I ve got a couple.
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Yeah.
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Since you gave me the topic and the prep, I have a couple of questions also that you don t know.
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Okay.
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Right.
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See how it goes.
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It goes that way.
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This will be, this will be a fun, fun little, what do you call that?
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Walk down memory lane.
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Yeah.
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Excited.
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The first question I have here, and we ve heard this a lot from people over the years, is how do you guys decide what to talk about?
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You speak for 12 to 15, 18 minutes each week.
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Where does the content come from?
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And I think this is a particularly important question, because if you are thinking about doing a podcast, you have to have some content.
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And hopefully this will give you some sense of how we do it, and maybe you can get inspired by it.
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You describe how we do this.
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It s my description.
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And I think this is something, this is great.
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This is a great question and a great thing to talk about.
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We typically don t talk about.
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This is a skill that people can develop.
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And the skill is the skill of observation.
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The skill of observation.
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And most people walk around town and through life and through their sales life, uh, more in an experience.
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They re just doing it.
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They re not observing what they re doing.
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And you look at people like Jerry Seinfeld and you think every Seinfeld episode was about nothing.
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And all the episodes were things that he and Larry David, the creator just observed in real life.
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That s why it was so relatable to us.
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Oh, my God, you re the person who can t dance or friend or whatever, like everything.
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And all Jerry does is observe the same life that we do, but he does it intentionally.
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And so the way we come up with our content is by always having that observational part of our brain fired up.
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And we watch people, and we watch people that interact with us.
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And we watch our clients, and we pay attention to what our clients ask us.
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And when you have that level of consciousness around observation, man, you talk about a good teacher and loads of content.
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It never ends.
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It s every day.
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Never ends.
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Never ends.
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Never ends.
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Now, granted, we are in the business of advice giving.
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You have your own business, and I have mine.
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And we share a lot of the similar philosophies.
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But you could do this, too, if you re in sales and you make two or three calls a day or a week or whatever.
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Every call has content in it.
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Every one.
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Every question you get asked, every question that they should ask, that they don t ask.
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content is everywhere.
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And it baffles me sometimes when somebody says, well, what would I talk about?
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Well, how long have you been in sales?
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Oh, 15 years.
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Really?
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Really?
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Not one thing pops up into your head?
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Of course.
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But it is a matter of documenting it, writing it down, so that when the microphone hits, when you hit record, you have something that s a topic.
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And so
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That s what we do, typically, is we ll come together here for a few minutes and say, Brian, what are you working on?
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What are your clients struggling with?
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Well, I ve got this client.
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Here s what.
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And I see this all the time.
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Let s talk about that.
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And then I give one.
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So that s the beauty of having a two-headed podcast, too, is you have two experiences to draw from.
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Absolutely.
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And I think where people get hung up sometimes
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when they re thinking about starting their own podcast or getting into it is there, they think they have to have everything scripted out perfectly.
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And this, what s so great about this medium, number one, people don t want that.
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They don t want it perfect.
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Number two, you just delete it or it s not like you re live.
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You know what I mean?
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It s not like, like, uh, the old, uh, Brady episode when the red light came on and Bobby Brady froze.
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You have to Google that one too, kids.
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Google that one.
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But, uh, it, it s, uh, you know, you can edit, you can delete, you can not release.
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And so there s zero pressure, zero pressure.
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So don t put this pressure on yourself that you have to be,
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perfect and have all the answers, because we certainly don t.
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I love the kind of off-the-cuff era.
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You too.
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And you do get better at it.
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I don t know if we ve gotten better, but I think when you go back and listen to some of those 15 years ago, and they re lost in some landfill somewhere, but a digital landfill.
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But, you know, I think we re better now, just the camaraderie and how we interact and things like that.
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I think the topics are not that different.
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They re just modernized because people are in a different place now than they were 17 years ago.
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For sure.
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You ve got plenty of content.
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And if you just look at all the interactions you have with customers or prospects, there s plenty of content that you would have.
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I love that you said that.
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Yeah.
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How long have you been in sales?
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15 years.
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You could be in sales for a year.
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That s right.
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And have 10 years worth of podcast content.
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And the whole title of your show is My First Year in Sales.
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I learned everything about sales in my first year in sales.
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There s your title of your show, everybody.
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You re welcome.
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No charge.
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No charge for that.
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I mean, it s right there.
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But it s true, isn t it?
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I mean, because we can all go back to our first year in sales and think of all these lessons we learned.
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Yeah, so second question we have here is what kind of platform do you guys use to do these podcasts?
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We used to do it in person when we were shared in office, but now we re all remote.
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We use a software called StreamYard.
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It s $20 a month, and it allows us to do what you see.
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If you do watch our YouTube channel, you can see how we do it.
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There s frames you can put up.
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As you see on this one, it says Advanced Online Podcast on the left.
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Happy 17th birthday.
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It s got
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just us in frame.
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So it s a very inexpensive way to do it.
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Whether you re doing an interview, if you re doing an interview show, you have to have something because you probably don t have the studio to invite people to.
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So it s going to be virtual.
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We just use StreamYard.
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You can use Zoom.
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You can use Teams.
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Yeah.
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I would say, and people know this about us, so we re big into quality.
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It s worth every dime to pay StreamYard to get the quality, both the audio and the video.
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That s right.
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And I tell people too, cause they see like the moniker that I have in the back of my studio.
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And like I said, I ve got my own brand.
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I got another podcast.
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So this is high tech stuff.
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I want to show everyone here.
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Here we go.
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Here we go.
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Here we go.
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The set has been changed.
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And now it s the event-selling podcast studio.
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Just that fast.
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So, you know, things aren t always as they seem.
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No.
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They never are like they seem.
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So we use StreamYard.
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You can use anything for it.
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Third question is, what kind of gear do I need or what kind of gear do we have?
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We started off, we always started off with really good mics.
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We had the Rode mics.
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Now we have, I think we both have the same Shure SMB7.
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It s a popular
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Podcast mic it s I don t know three four hundred bucks, but we I use it for all my zoom calls as i m sure you probably do too The quality of the audio is really good.
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I was reading a statistic by a author of a research paper on audio and he talks about how
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your microphone matters.
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How close people feel to the message is based on how close you are to the microphone.
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And when you use a onboard mic on a laptop, there s too much space there.
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And he s done research, and the message is 50% more consumable when it s good audio.
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And I know you guys laugh at me for being the audio Nazi.
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I don t.
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I think it s great.
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I m glad that you are, because the audio matters.
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It does, for all the reasons you said, Bill.
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And I m so intrigued.
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I heard a podcast from a couple of former professional athletes.
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I d run into one of them somewhere, and he s like, yeah, I m doing podcasting now.
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He had been retired for several years.
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And they have a really good following.
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And I listened to their show.
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And all I thought was these guys have are really popular dudes.
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They ve got a really good following and they need new microphones.
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They need new microphones.
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Cause you could tell.
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I m like, boy, if they had new microphones, just amps it up a little bit and three or 400 bucks, you know, if you re, if you can t afford 300, 400 bucks to start your podcast, you re probably not in a place in life to be starting podcasts.
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You know, maybe we ll get some other things, but it s like, boy worth every day.
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And these things last for decades.
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Yeah.
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It s not like you re buying a new mic every 10 minutes.
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No, no.
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And I, I ve, uh, people have asked me what kind of mic, if they don t want to spend 400, if you re just trying something out, go get an audio technica.
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It s a little USB.
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It s $60 on Amazon.
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It s not as
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as good as this, but you d have to be pretty trained not to hear a lot of the difference.
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So don t use the excuse of, well, I don t have $400 to invest in this.
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Go buy a smaller USB mic.
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Audio-Technica makes a good one.
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OK.
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We could tell.
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We could tell.
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But we wouldn t tell anyone.
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No, we wouldn t tell anyone.
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Brian, Bill, what are some mistakes you ve made in the 17 years?
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What are some mistakes in the whole podcasting arena?
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I ve got one or two.
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Why don t you go first because I got trying to sort through my list here.
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I think the first mistake we made was not
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And we make it today not asking people to get something and give us their email address.
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I don t think we ever really had a lead magnet.
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If we were to start this over again, I think we would create something.
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Maybe we d create something different every year or every quarter and say, hey, if you d like to hear more about this topic, go to ASP.com slash 75 and download the free whatever.
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It takes time to put those together.
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But not a lot.
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And I think that s probably a mistake we made from the very beginning.
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We didn t capture email addresses.
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We ve got probably 5,000 people on our list now, 4,000 to 5,000.
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But had we started at the beginning, that would probably be a lot larger.
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No, no doubt.
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I think the number one thing that I, biggest mistake I personally made just mentally about podcasting, and I still struggle with this, is defining for me in my own personal life whether it s a hobby or whether it s a business.
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Is it a hobby or business?
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It s a really, really fun hobby.
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It s so fun and it can still be fun and be a business.
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And I think getting super clear early on on what role your podcast plays for you.
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And just because you make it a business doesn t mean it has to be the business or even spit out direct income.
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It can serve as a cog in your business.
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So for your example, Bill, lead generation, it could serve that.
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It could serve for access to clients and customers.
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It could serve for credentializing yourself.
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But we started off, I thought it was just like fun.
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And it still is fun.
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And I think I made the mistake of waiting way too long to say this is actually a business.
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It s a really fun business.
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Yeah, I still don t think we have gotten on top of that.
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I think it s probably 70% fun, 30% business.
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And it could still be fun and be business oriented.
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But I think we ve probably not done a great job in turning it into, whether you call it a lead generator or advertising things.
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And we have the insider program that we promote here.
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And we ve got 70, 75 people in that.
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So that s been good.
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But so for you, if you re considering starting one, just think about, well, what can I offer?
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What can I allow people to go somewhere and download some kind of expertise, capture their email address, and then nurture them and deliver value on an email?
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I don t think we started that way, and that was probably a big mistake.
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Any other mistake we ve made?
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Probably not getting these mics soon enough.
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We went, we went kind of, you know, I ve mentioned this before of one of the first, we posted a show on YouTube.
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Oh, probably.
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15 years ago, maybe, maybe more, maybe 16 years ago.
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And the first comment we got was, that is a ridiculously huge microphone, because I had a splash guard, you know, spit guard that was literally the size of my head, and it covered up my whole head.
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That s the first public comment we ever got about the podcast.
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That is a ridiculously huge microphone.
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Yeah.
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And I still see people with the big spit guards.
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I still see it.
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And I don t think you need one of those with a good microphone, because there s enough spit guards built right in.
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Last question here, Brian.
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What are you the most proud of over the last 17 years?
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For sure.
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It s a combo.
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It s the consistency and the partnership.
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Um, Bill and I have a great, just a great chemistry, a great partnership.
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Hopefully that comes through.
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Um, you know, that s a thing sometimes that people forget that there, there s almost like a character role that you play.
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And some of our listeners over time have picked up on that and have fun with it, but Bill uses big words and Brian s, you know.
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Lucy Goosey, whatever.
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It s just, it s just, it s really cool.
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It s all an act though.
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It s all, it s all fake.
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SPEAKER_01
Exactly.
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It s so not.
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If you, uh, yeah, you, you come watch us.
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We ve had friends that want to start a podcast locally that come watch us record and they re like, that s what you do.
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I m like, that s what we do.
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Like, that s it.
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That s it.
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So that s probably I m most proud of that.
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And then secondarily, just the consistency.
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Very few people in life stay as consistent at something as we have stayed at the Advanced Selling Podcast.
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That s rare error for most people.
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SPEAKER_00
Yeah, I think the average number of episodes is seven.
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SPEAKER_00
Yeah.
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Before people, it s called pod fade.
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SPEAKER_00
Oh, it s got a name.
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SPEAKER_00
I didn t know that.
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SPEAKER_00
Oh, yeah.
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They just fade off in the distance.
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SPEAKER_00
I thought you had a pod.
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And sometimes somebody, like we have a guy at our church that has a podcast.
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And I used to listen to it a little bit.
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And all of a sudden, it stopped.
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And two years later, he s trying to strike it up again.
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SPEAKER_00
And his comment on the email, it took a little time off.
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SPEAKER_00
Like, two years?
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SPEAKER_01
It took a little time.
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I decided I m only going to record in the year we have Winter Olympics.
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Those are the only years I m recording.
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Yeah, I don t think those first seven episodes were that grueling that you had to take two years off.
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Yeah, I think consistency is number one.
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Number two, we love the stories we hear from our listeners.
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I mean, how many times have you heard people say, all I did was listen to the podcast, and I m either the number one salesperson, or my income has grown a lot, or I have so much more confidence now because of what you guys talk about.
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That really makes us proud.
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And even if you don t pay us any money to do that, it s why we do it.
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And that s probably something I m most proud of, other than consistency and just the camaraderie that you and I have.
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Yeah, I m super, super grateful for the people that listen and have listened over time.
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We have those people that have just been with us.
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They ve been listening forever.
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And, um, those of you started with us, some of them have started 17 years ago.
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I love to get people listener, advanced selling, uh, uh, listener, advanced selling podcast.com.
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SPEAKER_00
Send us an email.
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SPEAKER_00
If you ve listened since the beginning now, and that doesn t count binge listening.
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If you started last year and binge listen.
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SPEAKER_00
Like you were an early podcaster, I d love to hear some of the names that I m sure we know from the beginning.
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It d be awesome to see.
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Can I ask you a question, Bill?
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Absolutely.
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What is, if you were going to think back and say, what is one thing that I learned from the podcast that I don t think I would have learned anywhere else?
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What would the answer to that I ve learned that you ve learned about yourself or about business that you don t think you would have learned if you hadn t done the podcast?
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SPEAKER_01
Well, I think if I were to be, um, super vulnerable and truthful, it s that, uh, I think I learned how to talk about things that, uh, I talk about here and we talk about here in a certain way that carries over into how we talk to prospects and clients.
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SPEAKER_01
I think that,
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Just the idea of recording your thoughts and observations and insights and tips, I think it s helped me become a better communicator.
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And I ve got a long way to go, but I think it s really helped me communicate better.
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SPEAKER_00
That s great.
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What about you?
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I think I have learned the power of making the world small.
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That I have been really, I don t think I would have bought into that idea that I could have met as many people and interacted with as many people as I have through the podcast that are literally around the world.
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from going and giving a talk in Las Vegas to going to meet guys for beers at London Heathrow Airport that all listen to podcasts, that all see the world the same way, and we re all just the same people trying to do the same thing in sales.
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SPEAKER_00
And it s just that s been very refreshing for me to know that you can have such a broad reach.
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SPEAKER_00
And the hero there is the mechanism.
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SPEAKER_00
The hero is the podcasting industry.
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SPEAKER_00
It s not us or what we say.
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SPEAKER_00
It s the fact that we have this medium that we never had before that s really, really, really great.
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SPEAKER_01
Yeah, it s really the ultimate.
2
SPEAKER_01
And there was a book written several years ago called The Sovereign Individual, and it was written by a couple of members of parliament in Britain.
2
SPEAKER_01
And it talked about how computerization and the microchip was making everybody sovereign.
2
SPEAKER_01
So you could start your own podcast in 15 minutes and have a voice out there in the world.
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SPEAKER_01
You didn t have to go through big media companies or billboards or the
2
SPEAKER_01
traditional distribution channels, you can speak directly to the people you want to speak with.
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SPEAKER_01
I still think that s something that we don t realize how important that is, that we can take our message directly to people instead of having to go through
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filters and people like that.
2
SPEAKER_01
I had a couple of, yeah, I had a couple of shout outs here that I shot a video.
2
SPEAKER_01
Christopher S. wanted to congratulate us.
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SPEAKER_01
Robert G. I m not using last names because I m protecting their anonymity.
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SPEAKER_01
Paula W. and then Shelby, a friend of my daughter s who listens.
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SPEAKER_01
She s pregnant and has a little girl coming.
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SPEAKER_01
Kara doesn t, my daughter doesn t listen.
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SPEAKER_01
None of my family listen.
2
SPEAKER_01
What about yours?
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SPEAKER_00
I, I, none, none, no.
2
SPEAKER_00
Um, and how about, uh, yeah, people, you know, uh, uh, drug, uh, Doug Drozen, fact checker, Doug.
2
SPEAKER_00
Yeah.
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SPEAKER_00
We want to thank her, the show, like, you know, cast member, Doug, Patrick McTurk for teaching me how to drink scotch at a podcast meetup in England.
2
SPEAKER_00
My favorite.
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SPEAKER_00
I wonder if Patrick still practicing ever since.
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SPEAKER_00
Yes.
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SPEAKER_00
Um, and then all of the tens and thousands of hundreds of thousands of people that have listened to us.
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SPEAKER_00
We re just so flattered.
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SPEAKER_00
Just a couple of dudes from the Midwestern United States who had an idea.
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SPEAKER_00
And here we are 17 years later, super fun.
2
SPEAKER_01
Happy birthday and also to our yeah, we do want to thank you because you it makes it all possible and Brian Maybe we do another 17 years.
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SPEAKER_01
Maybe we don t I did have a question when you guys are gonna quit We re kind of tired of it I don t think sorry keep we re gonna keep rolling till the next round of the skaters come back.
2
SPEAKER_00
That s right That s right.
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SPEAKER_01
I love that
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SPEAKER_01
Hey, if you re interested in joining us on a monthly training, you can go to Insider, advancedlinepodcast.com slash Insider.
2
SPEAKER_01
We have a new program starting in September, although by the time you hear this, we ll probably be over.
2
SPEAKER_01
But make sure you go check out the Insider.
2
SPEAKER_01
It s a good way for you to connect with us and do an hour and 15 minutes every month of really good, rigorous, intensive training on some of the topics we re talking about.
2
SPEAKER_00
So we love it.
2
SPEAKER_00
Love it.
2
SPEAKER_00
Happy birthday, Bill.
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SPEAKER_00
Happy birthday.
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SPEAKER_00
Pleasure, dude.
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SPEAKER_00
Appreciate it.
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SPEAKER_01
See ya.