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0:08.1
0:14.0
today’s episode is proudly sponsored by
radical polymers nation running a water
0:14.0
0:19.4
treatment business is hard dealing with
your suppliers shouldn’t be and when I
0:19.4
0:26.2
deal with the fine folks over at radical
polymers I have always felt like I have
0:26.2
0:32.3
had a partner they test things in the
environment that we are going to use
0:32.3
0:38.4
their products they also make sure that
if I have any questions that I get the
0:38.4
0:44.0
answer that I am looking for Mike and
the fine folks over at radical polymers
0:44.0
0:49.0
answer the phone spokes when was the
last time you actually talked with
0:49.0
0:54.2
somebody when you had a technical
support question well they make your
0:54.2
0:59.2
issues their issues and they get right
down to the problem they offer
0:59.2
1:02.7
best-in-class
technologies with the first-class
1:02.7
1:08.1
support that I just mentioned
go to https://scalinguph2o.com/radical
1:08.1
1:13.9
to find out more
1:18.5
1:22.8
welcome to Scaling UP! the podcast where
we’re Scaling UP! on knowledge so we
1:22.8
1:26.3
don’t Scale UP! our systems hello
everybody
1:26.3
1:33.3
Trace Blackmore here the host of Scaling UP! h2o and folks what a great week I’m
1:33.3
1:37.6
here in Cleveland Ohio for the
association of water technologies
1:37.6
1:43.2
technical training it’s been great of
course we were in Seattle just a couple
1:43.2
1:49.0
of weeks ago met a whole bunch of great
people there heard a bunch about the
1:49.0
1:54.8
Scaling UP! podcast great ideas and this
week has been no different of course
1:54.8
2:00.6
I’ve met a lot of great people here and
they have told me what they want to hear
2:00.6
2:03.3
on the show
they’ve given me some criticisms about
2:03.3
2:07.3
some things that I’ve said on the show I
love it when people do that please keep
2:07.3
2:10.1
those coming
and people have even given me some
2:10.1
2:16.4
guests for me to interview folks this is
your podcast let me know what you want
2:16.4
2:21.0
to hear and I will do my best to get
that on of course the best way to do
2:21.0
2:27.8
that is to go to Scaling UP! h2o com and
you can record your own voice asking
2:27.8
2:32.5
your very own question I will play that
on the air and we will get your
2:32.5
2:37.0
questions answered folks I think one of
the things that has delighted me most
2:37.0
2:42.0
this week and a couple of weeks ago is
how many people are coming to the
2:42.0
2:46.5
association of water technologies
technical trainings because they heard
2:46.5
2:52.3
about them here on the Scaling UP! h2o
podcast folks I’m gonna try to bring you
2:52.3
2:58.0
events before they happen so you can
adequately plan for them now the folks
2:58.0
3:01.4
that came up to me and said Trace thank
you so much for letting me know about
3:01.4
3:06.4
this technical training if it were not
for this podcast they would not be here
3:06.4
3:11.0
they told me that they heard about it
they talked to their boss and they got
3:11.0
3:14.9
permission to go and matter of fact
several bosses are here because of the
3:14.9
3:20.2
podcast so I want to make sure you know
what’s coming up so as far as the
3:20.2
3:23.9
association of Water Technologies we
have our annual convention coming up
3:23.9
3:28.2
this year in Louisville Kentucky that’s
going to be September 30th through
3:28.2
3:33.0
October 3rd
now immediately following that is
3:33.0
3:39.1
industrial water weak folks that is a
full week where we celebrate each other
3:39.1
3:45.6
and all the areas of what we do an
industrial water treatment so each and
3:45.6
3:49.7
every day I want to do something special
during that week we’re still planning
3:49.7
3:54.9
that so I’m not exactly sure what we’re
going to do but you better believe we’re
3:54.9
3:59.9
going to celebrate that together now
next year if you are planning to come to
3:59.9
4:04.4
the technical training that I am at
right now you’re gonna have to go to San
4:04.4
4:10.1
Diego California that’s gonna be
February 24th through the 27th and then
4:10.1
4:15.5
we’re back in Annapolis Maryland that’s
going to be March 17th through 20th so
4:15.5
4:20.2
if you want to plan to be at either or
both of those events next year go ahead
4:20.2
4:26.4
and put those on your calendar right now
so you can guard at that time folks this
4:26.4
4:33.6
is one of the best water treatment
trainings that you can find I am so
4:33.6
4:39.0
honored to be one of the trainers here
and the questions that I get each and
4:39.0
4:44.0
every year are such good well
thought-out questions folks I am so
4:44.0
4:48.8
proud to be in the industrial water
treatment industry and I am so proud
4:48.8
4:53.7
when people like you out there are doing
what they can to become more educated to
4:53.7
5:00.8
raise that bar so we can make the entire
industry better but here’s the sad fact
5:00.8
5:06.5
we get so pumped up and energized at
these special events and then we come
5:06.5
5:12.3
home and we’re greeted with the same
day-to-day world wind that we had when
5:12.3
5:17.9
we left well folks one of the things
that we have to do in our day-to-day is
5:17.9
5:23.4
selling and some people absolutely love
it other people not so much but one
5:23.4
5:30.1
thing I think we all have in common is
there’s not a set system in how we sell
5:30.1
5:34.8
you know if we look at all the
departments we have over a company the
5:34.8
5:40.5
sales department is normally the most
disorganized department because of this
5:40.5
5:43.4
everybody does something different
nothing
5:43.4
5:49.7
standardized and when successful people
do things a certain way others try to
5:49.7
5:54.5
copy them but they don’t have a standard
procedure and how to do that and a lot
5:54.5
5:59.1
of them fall short well the sales
department is something that I think
5:59.1
6:04.7
could really use a good makeover but
here’s the brutal fact we all have to
6:04.7
6:10.0
sell and in order to sell we have to get
out there in front of customers and when
6:10.0
6:14.8
we are out there in front of customers
we have to make sure we’re getting our
6:14.8
6:20.2
message across and then that message
connecting with those people and they
6:20.2
6:26.0
see value and that’s how we get new
business well that sounds real easy we
6:26.0
6:31.3
all know in practice that’s a lot harder
than I just made it sound well today we
6:31.3
6:37.7
have a guest his name is Bryan Gray and
he is going to speak about all things we
6:37.7
6:41.6
need to know when we are talking with
our clients because let’s face it
6:41.6
6:48.4
clients are so much more educated these
days even about the mystic topic of
6:48.4
6:54.6
water treatment people know a lot more
and they’re expecting a lot more out of
6:54.6
6:59.7
us all somebody has to do is go on the
internet and they can become an instant
6:59.7
7:06.1
expert by just typing a few phrases in
to Google and most people are armed with
7:06.1
7:10.7
that information when we’re talking with
them put that together with social media
7:10.7
7:15.3
and all the different tools that people
have available to them there’s no doubt
7:15.3
7:18.6
about it
customers are smarter about things and
7:18.6
7:24.1
then they think they’re smarter about
others our job is to make sure there’s
7:24.1
7:29.4
an intersection with those two items
bring us closer to what the truth is and
7:29.4
7:35.9
getting to their specific issue and
solving that problem for us well Bryan
7:35.9
7:41.9
Gray is going to talk all about that and
tell us what we should be doing within
7:41.9
7:47.3
these client interactions so folks
please help me welcome Bryan Gray
7:47.3
7:54.6
my lab partner today is Bryan Gray of
RPG Bryan you and I met at a Vistage
7:54.6
7:59.7
meeting you were the speaker I was so
impressed with what you were talking
7:59.7
8:04.2
about when it came to sales and how we
need to change our approach I couldn’t
8:04.2
8:09.7
wait to get you on Scaling UP! h2o and
here you are how the heck are you I’m
8:09.7
8:13.4
great Thank You Tracy yeah I was
teaching you or learning so it was I
8:13.4
8:17.7
enjoyed meeting you and I’m happy to be
here today thank you absolutely there
8:17.7
8:24.2
was so much information that you shared
with my Vistage group that I wanted to
8:24.2
8:28.3
make sure that we could at least share a
fraction of that because I don’t think
8:28.3
8:33.2
there’s any way we could pack all of
that into our short interview but before
8:33.2
8:37.7
we get into that do you mind telling the
Scaling UP! nation a little bit about
8:37.7
8:40.9
yourself
yeah my name is Bryan Gray and as you as
8:40.9
8:43.8
trace mention I’m the CEO of an
organization called the revenue path
8:43.8
8:48.7
group and we are really really focused
on helping stop that race to the bottom
8:48.7
8:52.8
because we believe that the biggest
current threat each and every one of you
8:52.8
8:57.4
face is that you become a commodity in
your prospects eyes and what we have is
8:57.4
9:02.4
just this race towards at all being
about price and that’s no way to really
9:02.4
9:06.0
win and this race is going to continue
and we’ll talk a little bit about that
9:06.0
9:10.5
today in our session but in the end
there are things you can do about it so
9:10.5
9:13.6
not only this race to the bottom
happening decision-making teams are
9:13.6
9:18.0
getting bigger and they’re ignoring you
or your salespeople to the very end of
9:18.0
9:22.2
their buying journey it’s creating a
real trifecta of pain so what
9:22.2
9:26.5
organization does is we help people make
sense of all this and that’s why I hope
9:26.5
9:31.1
to help accomplish today a bit about me
I’ve been in the world of business
9:31.1
9:35.5
development sales for many many years
for over 30 years and gosh I think it’s
9:35.5
9:39.2
been that long
the almost 53 years old trace the hutt
9:39.2
9:43.5
so that I’ve always been fascinated by
the sales approach in the sales process
9:43.5
9:46.9
on how getting the right people in the
room at the right time and what it takes
9:46.9
9:51.0
to really win and what’s happened over
the last few years is we’ve seen that
9:51.0
9:55.2
really accelerate with larger decision
making teams and the internet really
9:55.2
9:59.8
wreaking havoc on on business
development I’m a practitioner at heart
9:59.8
10:04.0
I’ve previously led two
businesses to the Inc 500 fastest
10:04.0
10:08.9
growing company list so we do practice
what we preach and we like sharing our
10:08.9
10:13.5
wisdom what we’ve learned with others
awesome in your presentation you
10:13.5
10:17.3
mentioned that the way we’ve always
thought of sales the way we’ve always
10:17.3
10:23.2
done sales doesn’t necessarily work with
technology and how decisions are made
10:23.2
10:28.6
today do you mind telling the audience a
little bit about that absolutely and I
10:28.6
10:34.0
will say this the fundamentals of
selling has not changed for example it’s
10:34.0
10:38.9
only when the pain of someone’s status
quo is greater than the pain of change
10:38.9
10:43.4
that’s the only time they’ll ever ever
buy and that’s something we can never
10:43.4
10:47.2
ever forget it’s been that way since the
beginning of time and the reason we’ve
10:47.2
10:52.7
always lost sales as individuals a key
reason is that we’re not able to have
10:52.7
10:57.8
them feel that pain of staying the same
it’s only when the pain and staying the
10:57.8
11:01.5
same is greater than the pain of change
so they ever make a move what’s really
11:01.5
11:06.7
changed though Trace is the fact that
the internet is driving more internal
11:06.7
11:10.2
information gathering if you go back to
the days before the internet as
11:10.2
11:13.4
salespeople we were information
distributors you know we were out there
11:13.4
11:17.1
sharing what we know because the
prospect needed to know now they’re
11:17.1
11:21.3
gathering all their research online and
up to 70% of their buying journey has
11:21.3
11:25.3
changed and they’re doing it on their
own before they invite you in and what’s
11:25.3
11:29.9
making it worse is decisions from now
made in larger groups of people in the
11:29.9
11:33.0
old days you have one or two
decision-makers now you have five six
11:33.0
11:39.1
and seven decision makers all chiming in
and they all have to feel that same pain
11:39.1
11:43.2
of staying the same grid the pain of
change so it’s it’s not that the
11:43.2
11:47.9
fundamentals have changed it’s just this
accelerating world and technology is
11:47.9
11:53.4
making it much more difficult to stand
apart and really really differentiate
11:53.4
11:57.9
yourself so what the heck do you do with
all of that yeah that’s it that’s a
11:57.9
12:01.7
great question I think if you’ve got to
do a couple things number one we have to
12:01.7
12:05.2
understand who you’re selling to we’ll
talk a bit about the brain that’s really
12:05.2
12:09.4
your true prospect how the brain
prioritizes and how it makes how it
12:09.4
12:14.6
makes decisions and once we understand
that then we can start messaging
12:14.6
12:19.3
in a way that helps our prospect
understand two things Trace two questions
12:19.3
12:24.6
why should I choose you and why should I
choose you now because we can fix
12:24.6
12:29.0
certain things we can’t fix the fact
that decision-making teams are getting
12:29.0
12:32.5
bigger we can’t fix the fact that
they’re ignoring our sales field until
12:32.5
12:36.8
the very end till they’re ready to buy
and trace when they’re ready to buy they
12:36.8
12:40.6
think you’re a commodity because in
their brain they think everyone looks
12:40.6
12:44.1
sounds and acts the same and if that’s
the case why would they ever pay more I
12:44.1
12:48.8
will tell you that’s an issue that we
have each and every time we go out and
12:48.8
12:53.3
we visit a prospective customer we of
course think that the way we do things
12:53.3
12:56.9
are head and shoulders above everybody
else and we try to make sure the
12:56.9
13:01.1
customer sees that but they see that
they’re just getting water treatment and
13:01.1
13:03.5
they check the box and if they can get
it for a lower price they’re going to
13:03.5
13:07.5
check that box for a lower price
absolutely and trace you and others I
13:07.5
13:11.0
mean you eat sleep and breathe your
business you know it inside now and they
13:11.0
13:14.2
know in your prospect know so little
about it and they’re not going to give
13:14.2
13:18.6
it much attention either in fact the
brain is very lazy the brain wants to
13:18.6
13:23.1
make fast in easy decisions and the
easiest thing for the brain to do is
13:23.1
13:28.1
nothing so we have to contend with all
these challenges of where the fact that
13:28.1
13:31.7
we’re so into a three-pound organ called
the brain and actually when we break it
13:31.7
13:35.1
down the deciding part of the brains
called the limbic structure that doesn’t
13:35.1
13:40.2
even ought to read it’s a very primitive
and predictable decision maker in all it
13:40.2
13:45.0
cares about is eliminating pains threats
and fears and the reason we get in
13:45.0
13:50.3
trouble is we know all this information
and it’s super fun for us and it’s if
13:50.3
13:53.8
we’re super sneaked out and stoked about
it but the prospect really doesn’t care
13:53.8
13:58.2
that much about any of that all it
really wants to know is Trace why should
13:58.2
14:02.3
I choose you and more importantly why
should I choose you right now and until
14:02.3
14:06.1
we can really simplify our messaging in
a way that speaks to the limbic part of
14:06.1
14:11.4
the brain it all becomes noise and
clutter in our prospects brain because
14:11.4
14:14.5
it’s not what you say to people it’s
what they actually hear it’s what
14:14.5
14:18.1
they’re actually listening to of what
you’re saying and I think key finding
14:18.1
14:22.9
you when you stack up competitors a lot
of them do sound looking at the same so
14:22.9
14:28.4
how can you message in a way that speaks
real clearly to
14:28.4
14:34.2
spec’s pains threats and fears which are
really what drives priority in the
14:34.2
14:39.1
limbic brain well that’s a great
question how do you do that well that’s
14:39.1
14:44.4
a great question thank you you have to
understand what really motivates and
14:44.4
14:48.9
drives them so when you think about your
particular product or solution what does
14:48.9
14:52.5
it really do for someone and we’ve got a
really move away from being feature and
14:52.5
14:56.4
benefit as you that that’s old-school
stuff we have to really think about
14:56.4
15:01.5
elevating in that the threats that we
really help eliminate because if you’re
15:01.5
15:05.2
exactly the same from a feature
functionality as your competitor the
15:05.2
15:08.7
only one who’s going to win is that
person who can get to the primitive part
15:08.7
15:13.3
of the brain and really understand how
it drys priority so if you think about
15:13.3
15:17.4
what you do and you really dug deeper
and say what does this really help my
15:17.4
15:21.2
prospect accomplish and so what and you
keep asking yourself these questions
15:21.2
15:26.5
over again so what so what so what you
actually start getting to the real deep
15:26.5
15:31.7
reasons why someone should choose you
the problem is we stay to two topical
15:31.7
15:36.6
two superficial and we never get that
deep-rooted pain threat or fear for
15:36.6
15:40.8
example in my world right while we help
organizations create better messaging
15:40.8
15:44.3
and better sales pitch decks and those
type of things that’s not really what
15:44.3
15:48.7
people buy the reason they buy is
because they are commoditized they can’t
15:48.7
15:52.5
get the right needs with people and they
don’t know why they lose opportunities
15:52.5
15:56.7
that they know they should have gotten
so what we’ve had to do is take our
15:56.7
16:02.2
messaging to level of real threat or
pain not what we do so we talk about the
16:02.2
16:06.5
Olympic brain and we have to know what
pain that they’re they’re receiving so
16:06.5
16:10.7
we can take that away that sounds a
little bit to me me like when I went
16:10.7
16:14.5
through Sandler’s training and they were
talking about scare him and save him is
16:14.5
16:17.8
that what you’re talking about that
there is some degree of truth to that
16:17.8
16:22.7
because we have to sell to pain cuz
merit what I said earlier that it’s only
16:22.7
16:27.0
when the pain of staying the same is
greater than the pain of change does
16:27.0
16:31.2
anyone ever make a decision or make a
commitment to change right so they have
16:31.2
16:35.5
to feel some degree of pain because when
you think about it that that why do you
16:35.5
16:39.9
saw the pain and threats is that the
limbic brain which is in charge of all
16:39.9
16:41.9
decision-making that’s where all
decisions make
16:41.9
16:46.5
starts it’s not logical it’s motivated
by what can help me eliminate a pain
16:46.5
16:50.7
threat or fear I’m currently faced with
so yes you have to make them feel
16:50.7
16:54.7
somewhat disrupted because it’s only
when the pain of staying the same is
16:54.7
16:58.9
greater than the pain of change does
anyone ever make a move and when you
16:58.9
17:03.4
think about it if you put a threat side
by side next to a game the threat always
17:03.4
17:07.9
receives priority so I would say your
Sandler training was right on that’s why
17:07.9
17:12.6
some of the fundamentals of selling have
not changed what all traditional sales
17:12.6
17:17.9
training programs have not done is that
they have not helped organizations work
17:17.9
17:22.0
in rooms of people it works very well
Sandler and others for that matter
17:22.0
17:25.6
worked very well one-to-one but now
you’re brought into a room of six or
17:25.6
17:30.0
seven people that are all part of a
decision and as you know how groups make
17:30.0
17:33.9
decisions trace the easiest thing for
them to do is nothing right it only
17:33.9
17:36.9
takes one person to say that’s all great
but do we need to do this now
17:36.9
17:42.0
and also they let the CEO off the hook
gone no I guess we don’t so we have to
17:42.0
17:46.7
be able to move an entire room to a
decision so fundamentals are still there
17:46.7
17:49.9
dynamics are different large groups of
people
17:49.9
17:53.8
you’re not brought in until the very end
and when you are brought in you’re just
17:53.8
17:58.3
like everyone else in their minds so
we’ve got six people that are now making
17:58.3
18:03.5
this decision we have six brains that we
have to figure out what the pain is is
18:03.5
18:08.3
that six different pains or can we
assume that there’s just one pain since
18:08.3
18:14.2
there’s one company or do we now realize
that we’re more technical than they are
18:14.2
18:17.7
and they don’t even realize the pain and
we now have to tell them what the pain
18:17.7
18:21.4
is where do we go yeah very good
question I think we have to do is we
18:21.4
18:25.7
have to actually elevate the pain to
where everyone cares about that because
18:25.7
18:28.8
one thing when you’re selling to a
roomful of people is you cannot go from
18:28.8
18:32.2
pain to pain to pain – pain to pain
because you’ll just create disengagement
18:32.2
18:36.3
what you have to do is you have to
really almost summarize the entire
18:36.3
18:40.2
impact and elevate that to a higher
level there’s a good book out there
18:40.2
18:43.2
called the challenge of customer which
is one of my favorite books I’ve read
18:43.2
18:48.1
recently and it talks about elevating a
message to have real impact and they
18:48.1
18:51.8
talk as they mentioned as the Xerox
created this new color copier that did
18:51.8
18:55.5
crazy cool things was more eco-friendly
is more efficient all these
18:55.5
18:59.3
things and they had a k-12 division
they’re calling on you know kindergarten
18:59.3
19:04.2
through 12 and the folks they’re calling
them were IT directors and they would
19:04.2
19:07.2
run through all the features and
benefits and the IT directions would all
19:07.2
19:11.1
say that’s great but I don’t have the
budget right this this new this new
19:11.1
19:13.9
color copier I see all the benefit but I
don’t have the budget to move forward
19:13.9
19:19.6
but what happened with Xerox found these
insights of what color copies do for
19:19.6
19:23.4
student engagement and student
achievement so what they’re able to do
19:23.4
19:27.5
is they’re able to take those insights
and elevate their value in a way to
19:27.5
19:31.9
start speaking to student engagement
student achievement and what they were
19:31.9
19:36.8
then able to do is bring higher-level
decision makers in the room but everyone
19:36.8
19:40.2
in the school district cares about
student engagement student achievement
19:40.2
19:44.4
so that’s a simple example by the way
their sales went up 17% because of that
19:44.4
19:51.0
one small step so what we have to look
at what the real significant macro
19:51.0
19:55.2
impact on an organization with what you
are selling and I personally believe
19:55.2
20:00.9
Trace that most of us message way too
low to the value that we want to create
20:00.9
20:04.9
that we actually do create we just don’t
think of it that way and you had some
20:04.9
20:09.6
great examples of that when you were
speaking to the group and now none come
20:09.6
20:14.5
to mind but how do we transition do a
better job with that yeah I think what
20:14.5
20:19.3
we have to do is we have to think about
a couple exercises who’s in the room
20:19.3
20:22.9
when you’re presenting and who do you
really want in the room this is a
20:22.9
20:26.1
chronic challenge most can’t get the
right decision makers in the room
20:26.1
20:30.2
because they message in the wrong way
and it’s not worth a senior leaders time
20:30.2
20:34.1
to necessarily be there so we have to
identify who’s in the room who do you
20:34.1
20:38.1
want in the room and then we need to
understand what pains threats and fears
20:38.1
20:43.0
they deal with on a day in and day out
basis and once you understand that trace
20:43.0
20:46.5
and what the real threats and challenges
they deal with then we want to start
20:46.5
20:52.7
connecting the dots how does what you
provide help eliminate a particular pain
20:52.7
20:57.2
threat or fear and I would love to move
it away from your direct solution much
20:57.2
21:00.6
like the color copier to student
achievement those are the real kind of
21:00.6
21:04.6
connections we need start seeking for us
to be able to have the right kind of
21:04.6
21:08.7
messaging and framework for conversation
because once you develop them
21:08.7
21:13.2
which comes down to now why you and why
now because you’ve got to start
21:13.2
21:18.0
messaging in a way that speaks clearly
to someone’s pain then which what does
21:18.0
21:22.7
separate you from competitors that’s the
why you part the why now is critically
21:22.7
21:26.5
important as well because everyone
brings their own priorities to the table
21:26.5
21:30.4
so you have seven people sitting around
a table and they really liked what you
21:30.4
21:33.1
had to say Trace of those really
fascinating is really interesting is
21:33.1
21:37.9
really cool but we have these four other
things we need to work on now which is
21:37.9
21:41.7
have you ever won you know won the
battle but lost the war hate race we’d
21:41.7
21:44.1
like your solution better than the
others the bad news is we’re not going
21:44.1
21:47.9
to do anything for six months because we
have these other priorities so the why
21:47.9
21:52.8
now is really really important because
we’ve got to move that room to actually
21:52.8
21:57.5
make a decision to go with you and go
with you now so somebody listening them
21:57.5
22:00.1
know they’re getting a lot out of this
but they’re probably thinking okay
22:00.1
22:03.6
you’ve said a lot that we’ve got to
change our messaging how does somebody
22:03.6
22:09.4
begin to understand what their current
messaging is we know why it needs to
22:09.4
22:13.6
change but how do they now change it
okay so what I would first start with
22:13.6
22:19.1
identifying those people that that you
want to sell to in all levels right and
22:19.1
22:22.7
I’m glad to as high as level as you
possibly could I want to understand the
22:22.7
22:26.8
pains and threats they deal with every
single day on a day-in day-out basis and
22:26.8
22:31.6
once you understand that you then I want
you to look at the what you what kind of
22:31.6
22:34.8
impact you create on an organization and
I want you to break it down to three
22:34.8
22:40.2
buckets of value so what is what areas
of impact do you have on an organization
22:40.2
22:45.1
and once you create these these buckets
of value then you can start framing it
22:45.1
22:50.2
in a way that speaks more clearly to
each person’s individual pains and once
22:50.2
22:54.2
you start making that connection your
messaging becomes a bit crisper because
22:54.2
22:58.0
you’re starting to speak to things that
really really matter to them so now what
22:58.0
23:02.0
you need to understand the pains and
threats that each of my prospect is
23:02.0
23:07.2
deals with every single day we now need
to frame it in a way where I create
23:07.2
23:12.6
value as an organization Bryan we spoken
a lot about we’ve got to get into the
23:12.6
23:17.7
Olympic brain but what exactly does that
mean and how does the brain work yeah
23:17.7
23:21.8
that’s that’s a great question trace I
think that first of all what’s what’s
23:21.8
23:24.9
really using too
and fascinating is that row not signed
23:24.9
23:28.0
the hearts and souls were assigned to a
three pound organ called the brain and
23:28.0
23:31.3
when you think about you walk into a
room you’re not trying to persuade
23:31.3
23:35.0
people you’re just trying to persuade
six or seven brains that this is the
23:35.0
23:38.0
most amazing thing we’ve ever seen and
we have to do something about this now
23:38.0
23:42.0
and so we think about there are two real
key components to the brain one is
23:42.0
23:45.6
called the neocortex that’s the logical
critical thinking part of the brain and
23:45.6
23:49.7
below that lies the limbic structure
which is comprised of the reptilian the
23:49.7
23:54.3
middle brain now the brain is a very
mighty powerful organ it’s only 2% of
23:54.3
23:59.0
your body mass requires 20% your blood
flow so it takes a lot of energy to keep
23:59.0
24:03.8
the brain awake and engaged and the
brain doesn’t like to expend energy in
24:03.8
24:08.3
fact the neocortex that outer part
that’s the critical thinking part of the
24:08.3
24:12.0
brain we don’t like to use it because it
requires a disproportionate share of
24:12.0
24:17.2
blood flow on calories to keep it awake
so our brains are so lazy it prefers to
24:17.2
24:21.8
make very simple fast decisions that
happens the limbic brain structure and
24:21.8
24:26.4
what the limbic brain is constantly
scanning for our ways to stay out of
24:26.4
24:31.5
trouble it’s insanely focused on
eliminating pains threats and fears in a
24:31.5
24:35.8
false for a great story every time which
is back to any earlier questions about
24:35.8
24:41.4
do you sell to fear and in pain you
absolutely positively have to if you
24:41.4
24:46.2
want to get to the true deciding part of
the brain all decisions emanate from the
24:46.2
24:50.4
limbic part of the brain 90% of all
decisions happen to limbic brain level
24:50.4
24:54.3
and again this is the part of the brain
that doesn’t know how to read doesn’t
24:54.3
24:58.4
have a doesn’t really learn it makes the
same mistakes a lot of times over and
24:58.4
25:02.6
over and over again we develop habits to
work around those but it’s a very
25:02.6
25:06.4
primitive decision maker in fact it only
cares about eliminating pains threats
25:06.4
25:11.3
and fears and what happens is if you’re
not able to reach or connect that limbic
25:11.3
25:15.7
brain level which is where all priority
starts you stay on the outer part of the
25:15.7
25:20.3
brain that because about price or some
kind of a detail that doesn’t really
25:20.3
25:24.9
matter and where most organizations miss
grace is they don’t know how to connect
25:24.9
25:30.5
their value to the limbic brain it’s a
simple thing to do but it’s very hard to
25:30.5
25:34.7
do because we want to share all the
knowledge and wisdom we have because we
25:34.7
25:38.3
think the more I am
with knowledge and data the more prone
25:38.3
25:43.2
you are to buy but studies show it
actually has an opposite effect the more
25:43.2
25:47.4
information I shower you with the more
it confuses your limbic brain and the
25:47.4
25:51.9
more it has it shut down and not do
anything at all well I promise you more
25:51.9
25:58.2
than 90% of the people listening to this
program sell by trying to shower their
25:58.2
26:04.9
prospect with information and it’s my
responsibility it’s my joy pleasure no
26:04.9
26:09.7
none of those it’s my responsibility to
share that that doesn’t work and it gets
26:09.7
26:14.1
really difficult when you add more
decision makers to the room and that’s
26:14.1
26:18.7
why it’s so hard to be an incumbent
because we can how many times have we
26:18.7
26:22.9
all sent out a proposal that had the
world’s best return on investment it had
26:22.9
26:27.4
more logic and had more rationalization
we’ve ever known but we don’t get the
26:27.4
26:31.5
deal we don’t get the deal because we
don’t know how to connect the limbic
26:31.5
26:35.9
brain and drive priority and all the
living brain cares about is if there’s a
26:35.9
26:40.7
problem and you make me aware of it now
I want it to go away because the brain
26:40.7
26:45.2
is lazy it will go to pain on its own
you have to take it there which is back
26:45.2
26:49.1
to your old thing about the Sandler
training the brains too lazy to go where
26:49.1
26:53.2
you want it to go you have to lead it
there what are some of the suggestions
26:53.2
26:58.1
that you have for our listeners so they
can do that successfully yeah I think
26:58.1
27:01.5
the place to always start I always like
to start I think the hardest spot now if
27:01.5
27:05.4
you’re walking into a room and there are
seven people sitting around a table and
27:05.4
27:09.0
they want to know why they should choose
you and why they should choose you now
27:09.0
27:13.1
and on top of that they have two or
three other similarly sounding
27:13.1
27:16.7
competitors coming in right after you
now that should create a bit of
27:16.7
27:21.1
nervousness in all of us but that’s the
place to start because if you can’t win
27:21.1
27:24.2
there it’s gonna be very difficult to
win everywhere else so the thing you’ve
27:24.2
27:28.8
got to do when you start your
presentation is you have to not talk
27:28.8
27:33.3
about yourself because the the buying
part of the brain the limbic brain is
27:33.3
27:37.4
very very self-centered it doesn’t care
about you where you come from in all
27:37.4
27:42.4
those details it only wants to know
what’s in this for me and knowing that
27:42.4
27:45.9
we have very short attention spans
because it takes so much energy for the
27:45.9
27:49.3
brain to stay awake
we actually spaced out when there’s
27:49.3
27:54.5
nothing in it for us so the first thing
we have to do is get to stop talking
27:54.5
27:58.2
about ourselves and won’t we walk in
that room and we have to start talking
27:58.2
28:03.6
and addressing their fears their threats
and their challenges and the way I like
28:03.6
28:08.0
to do that is I like to start with three
rhetorical questions that all are
28:08.0
28:13.0
designed to really pinpoint pains
threats and fears they have have you
28:13.0
28:17.9
ever wondered why or what if this
happened versus that happening and when
28:17.9
28:21.5
you switch it from talking about
yourself to those first three questions
28:21.5
28:25.3
and then you share a belief statement
that connects with them in a deep level
28:25.3
28:30.6
then you start building trust because
when you walk in that room of strangers
28:30.6
28:35.1
they’re evaluating you the last thing
you want to do is talk about yourself in
28:35.1
28:38.8
what you really want to focus on them
their pains their threats because you’ve
28:38.8
28:43.1
got to lower the barrier that exists
between you and them in the room
28:43.1
28:49.1
that’s great advice I know we’re are
trained to let people know that we’re
28:49.1
28:54.9
experts but now we have to shift that
and having something to pivot on like
28:54.9
28:59.0
those questions definitely helps with
that anything else you can think of that
28:59.0
29:03.0
might help some of our listeners yeah
the hardest thing to do I think but the
29:03.0
29:07.1
most critical thing to do is there is to
relentlessly focus on why should someone
29:07.1
29:10.8
choose you and why they should choose
you now if you did nothing else but
29:10.8
29:16.1
spent time in that pursuit it puts your
messaging to be all around them and not
29:16.1
29:22.3
about you in I would really strive for
presentations a lot of people aren’t
29:22.3
29:26.6
comfortable doing it and they say well I
need to meet one-to-one but if there are
29:26.6
29:30.2
more than one decision-maker on your
solution which they’re always usually
29:30.2
29:34.7
are we have to find a way to bring them
in the room together so push for
29:34.7
29:38.4
presentations more than you’re
comfortable with because the price
29:38.4
29:42.4
you’ll pay for not doing that is you’ll
put information together for someone and
29:42.4
29:45.9
then they’ll never circulate it properly
they’ll never tell your story properly
29:45.9
29:49.7
then all your opportunities just kind of
fizzle out because we have these
29:49.7
29:53.8
challenges we clone the three deadly
seas and that’s really what’s impacting
29:53.8
29:57.3
us all as businesspeople as I mentioned
earlier when your biggest threats is
29:57.3
30:01.7
becoming a commodity that’s the first
deadly see you’ve got Kamata
30:01.7
30:06.5
you’ve got consensus decision-making and
you have compressed selling time so not
30:06.5
30:10.4
only is every look sound and act the
same decision-making teams keep getting
30:10.4
30:14.6
bigger and bigger and they’re ignoring
you or your sales field to the very end
30:14.6
30:18.4
of their buying journey it’s creating
what we call these failure points and
30:18.4
30:23.0
one of them is you’ve got to win that
moment of truth and you’ve got to answer
30:23.0
30:26.9
why should I choose you and why should I
choose you now and once you’re able to
30:26.9
30:32.2
accomplish that it makes it much easier
to actually get meetings before the RFP
30:32.2
30:36.3
comes out in the first place because you
have impact you have insights now think
30:36.3
30:40.7
of the Xerox example and that final
point of failure is you’ve got to win
30:40.7
30:45.6
over the room you have to in there think
about the six or seven people that show
30:45.6
30:49.2
up in that meeting they all have their
own priorities walking into that room
30:49.2
30:53.5
and you might have the most interesting
fascinating solution the world’s ever
30:53.5
30:58.6
seen but if you can’t establish priority
other over other things they’re
30:58.6
31:01.9
considering that lift
nothing to do with you directly but if
31:01.9
31:05.7
you can achieve priority you still have
a great idea that doesn’t go anywhere
31:05.7
31:11.7
and that’s why most deals stall out is
we don’t know how to sell the priority
31:11.7
31:15.1
we might be able to separate ourselves
from our competitors but we don’t know
31:15.1
31:19.6
how to drive priority and that’s why the
why you and more importantly why now is
31:19.6
31:24.1
crucial I can’t tell you how many
salespeople I’ve worked with that have
31:24.1
31:29.6
so many things in the pipeline that
never come out and I can just think that
31:29.6
31:33.9
changing our message a little bit so now
we’ve got priority on what they should
31:33.9
31:39.1
be focusing on is definitely the missing
ingredient there but for somebody
31:39.1
31:45.5
listening what is a good phrase to say
or how do you even go about helping the
31:45.5
31:51.1
customer prioritize making those
decisions yeah and where that starts it
31:51.1
31:54.6
starts at first of all we tell it to ask
those three rhetorical questions and
31:54.6
31:58.0
then when it comes to your elevator
pitch or your belief statement we
31:58.0
32:04.1
believe in a world where X Y & Z are
happening right we’ve got to start to
32:04.1
32:08.0
get start ruffling things up a bit to
have them start sensing that threat and
32:08.0
32:12.4
then we talk about the pains in the
confident then the further threat then
32:12.4
32:15.5
we can provide a solution so we have to
really introduce that
32:15.5
32:19.9
that real threat that’s facing that they
may not be consciously thinking about so
32:19.9
32:22.9
that’s all part of the first three or
four minutes of the presentation and as
32:22.9
32:26.8
I mentioned down I do have an e-book
that supports a lot as I’d love to share
32:26.8
32:29.8
with everyone just go on our website and
just I think I just put in your email
32:29.8
32:34.8
address and it’ll come over your way
that’s really critical it’s really
32:34.8
32:39.0
critical because it the brain is
constantly scanning to say shite and pay
32:39.0
32:43.1
attention or should I just not and we
have to when it comes to establishing
32:43.1
32:48.0
priority we have to help them see the
present dangers that they named may not
32:48.0
32:52.5
be aware of and if we can do that then
we can engage the brain and if we can
32:52.5
32:56.5
keep the brain engaged and drive a real
good conversation then they’ll start
32:56.5
33:01.4
telling you everything you need to know
to navigate that that opportunity all
33:01.4
33:06.2
the way to close because too many
presentations Trace we show up we say all
33:06.2
33:09.9
the stuff we think we think is great and
they say boy you gave us a lot to think
33:09.9
33:12.5
about I appreciate you taking the time
we’ll get back to you in a couple weeks
33:12.5
33:18.4
those are those aren’t buying signals we
have to really establish that priority
33:18.4
33:22.3
in the first three minutes of our
presentation if we’re going to command
33:22.3
33:26.4
the room and move it to a decision
because keep in mind the easiest thing
33:26.4
33:31.2
for a group to do is nothing
O’Brien I’ll make sure to put the e-book
33:31.2
33:34.4
you mentioned on our show notes page so
people can just go to that and click
33:34.4
33:39.3
directly to your site I gotta tell you
there’s so much information coming from
33:39.3
33:45.2
you today there’s a lot of stuff to
think about if somebody wants to get
33:45.2
33:50.1
deeper into this what advice do you have
for them the advice I happened to get
33:50.1
33:57.6
deeper into it is is to commit to a stop
talking about yourself be delve into why
33:57.6
34:02.1
should someone choose you and why they
should choose you now I think this is
34:02.1
34:05.7
something that can be done the wrong guy
I’d be happy to talk through and your
34:05.7
34:10.0
free 15 minute conversation to see you
know if it helps me how would work but I
34:10.0
34:14.6
would I find it super ironic Trace is
that as this world’s accelerating and
34:14.6
34:18.6
commoditization is proliferating is
becoming really difficult the ironically
34:18.6
34:24.4
cool thing is all we have to do is to
appeal to the dumbest part of the brain
34:24.4
34:29.3
if we want to maintain our margins right
because that part of the
34:29.3
34:33.0
brain is still it once–once is still in
charge of decision-making all it wants
34:33.0
34:36.9
to do is eliminate pain threats and
fears so we’ve got to take all the
34:36.9
34:41.1
things that you say and do and we need
to start framing it in a way that really
34:41.1
34:45.2
solves people’s pains and helps them
eliminate their threats Bryan I know
34:45.2
34:50.2
you’ve worked with a lot of customers
teaching them this process and how to
34:50.2
34:54.9
increase their margins by speaking to
the dumb part of the brain and I know
34:54.9
34:59.0
you have a lot of success stories and
you probably have some stories that
34:59.0
35:04.3
haven’t worked as well can you share a
few of those so we can maybe use those
35:04.3
35:08.9
to do better work as we move forward
yeah absolutely I think the success
35:08.9
35:13.7
stories happen this way once you’re able
to help an organization we help them
35:13.7
35:17.8
really take this jumbled message that we
think is unique to us but when you
35:17.8
35:21.5
really look at your competition all
sounds looks and acts the same once
35:21.5
35:25.2
we’re able to help the develop out the
why you and why now then you can put
35:25.2
35:28.4
together the right kind of pitch deck
and the success we see there is you
35:28.4
35:33.4
start creating immediate wins because
you have a pipeline of work now that at
35:33.4
35:36.7
some point is going to come to a
decision time and if we can fix that
35:36.7
35:41.3
decision right then and right there it’s
really really important so as an
35:41.3
35:45.2
organization getting the messaging right
getting the pitch deck right to drive
35:45.2
35:49.3
the right kind of conversation and when
done right your win rate will increase
35:49.3
35:53.3
by 25 to 50 percent you’ll create much
better conversations and more
35:53.3
35:56.8
importantly you’ll you’ll get your
margins back because when everybody
35:56.8
36:00.0
thinks you’re the same as everyone else
they it’s all becomes about price and
36:00.0
36:04.2
many of our clients the first things
they realize is they’re winning more
36:04.2
36:08.2
opportunities out of the gate and then
more importantly their margins are
36:08.2
36:12.8
starting to improve so we start by
focusing there and then you can drive
36:12.8
36:18.7
better messaging in meetings now where
it doesn’t work is we’re really changing
36:18.7
36:23.8
behaviors in what we’re simplifying it
it is different because it’s a crutch
36:23.8
36:28.4
it’s much easier to talk about yourself
than to talk about your prospect so
36:28.4
36:32.0
where we see people getting in trouble
or doesn’t work as well as when people
36:32.0
36:36.5
start defaulting back to their old
habits and that’s probably the hardest
36:36.5
36:41.9
thing to do is you’re chained we’re
changing years of how we’ve done things
36:41.9
36:44.5
about talking about our
sells about sharing too much information
36:44.5
36:49.1
and those are hard habits to break so
where we feel companies where it doesn’t
36:49.1
36:52.8
work out as well as when they start
getting off script and going back to the
36:52.8
36:57.2
old ways of over sharing information and
not really thinking that I’m selling to
36:57.2
37:00.9
the limbic or the dumbest part of the
brain I’ve got to keep my message very
37:00.9
37:05.9
very simple
you mentioned pitch decks and I gotta
37:05.9
37:12.2
tell you you have one of the best
powerpoints that I have ever seen oh it
37:12.2
37:16.9
was it was great I mean a lot of times
powerpoints are boring or they take away
37:16.9
37:22.7
from the speaker yours did a great job
of engaging the audience into your
37:22.7
37:29.3
message I’m curious how did you create
that well I have designers that work for
37:29.3
37:32.9
me and with me and that’s part of the
deliverables because you’re right most
37:32.9
37:37.4
knowing that the limbic brain doesn’t
like to read so why do we why do we
37:37.4
37:41.2
create too much text on slides when we
know it just doesn’t work so I
37:41.2
37:44.1
appreciate your compliments and that’s
one of the key the Liberals we actually
37:44.1
37:48.5
provide the people as a is a visual
pitch deck that dries conversation
37:48.5
37:52.7
because that’s the most important thing
he’s got to keep the brain awake and
37:52.7
37:56.0
we’ve got to keep the brain to where it
wants to engage and we got to use
37:56.0
37:59.6
visuals as a way to connect the limit
brain because it doesn’t even ought to
37:59.6
38:04.4
read well I guess my dumb brain really
liked it it was an exceptional
38:04.4
38:09.3
PowerPoint thank you Trace and I would
say we like to do that work for many of
38:09.3
38:12.8
our clients around North America but
whether it’s us or someone else the key
38:12.8
38:15.9
is you’ve got to no more than five or
six words on a slide
38:15.9
38:19.8
anything else creates a bunch of mental
clutter and once you’ve lost the brain
38:19.8
38:23.9
it’s very hard to get it back in that
presentation so captivating the room
38:23.9
38:28.8
quickly in holding attention using
visuals and developing at a very very
38:28.8
38:33.2
good pitch is crucially important when
the easiest thing for a roomful of
38:33.2
38:38.0
people to do is nothing what’s the one
thing you want to leave the Scaling UP!
38:38.0
38:43.1
nation with I want to leave them with
the understanding that the world of
38:43.1
38:47.4
kamata’s Asian is going to get worse
faster on all them because we now live
38:47.4
38:51.8
in an accelerating age where change is
happening faster than most can keep up
38:51.8
38:55.1
with and if you think it’s difficult to
win today
38:55.1
38:59.0
and uphold your margins it’s gonna get
harder tomorrow and part of the month
38:59.0
39:03.9
after that there is hope if you really
understand who you’re selling to the
39:03.9
39:07.2
limbic part of the brain the dumbest
part of the brain and if you go through
39:07.2
39:11.3
the steps of saying I need to simplify
my value then I’ve got to be able to
39:11.3
39:15.7
answer crisply and clearly why should
someone choose me and why should they
39:15.7
39:20.6
choose me now it will put you on the
path back to success Bryan I know you’ve
39:20.6
39:24.5
got a meeting to get to but you have a
few more minutes to share with us so I
39:24.5
39:29.2
can ask you some lightning round
questions absolutely all right so your
39:29.2
39:35.2
first day where you started working with
companies and helping them with their
39:35.2
39:40.9
sales process if you could go back now
get in the time machine go in the
39:40.9
39:45.5
parking lot and see yourself walk into
the the job the house wherever you are
39:45.5
39:50.3
and you could stop yourself and give
yourself some advice on what you have
39:50.3
39:54.9
today what would you say what would I do
differently about what I was doing in
39:54.9
40:01.0
the past sure I would I would make sure
that that talking about me that I matter
40:01.0
40:05.8
nothing in this equation I’ve got to
stop talking about myself and I’ve got
40:05.8
40:09.4
to make it all about them from the very
beginning and I’ve got to remember I’ve
40:09.4
40:13.5
got to remember it’s only when the pain
of staying the same is greater than the
40:13.5
40:17.3
pain of change will anyone ever make a
move what are the last few books that
40:17.3
40:22.9
you’ve read I you know read and/or
listening right I do travel a lot so the
40:22.9
40:27.5
challenge of customer I think is a very
good book that describes customer
40:27.5
40:30.8
journeys today in a world where
decision-making teams are getting bigger
40:30.8
40:35.6
and they’re ignoring your salespeople
I’m listening to the old Bill Bryson I’m
40:35.6
40:38.6
a huge bill price if I don’t know if you
know he is but he’s a historian that’s a
40:38.6
40:43.0
very funny person that writes about
fascinating things I’m reading about a
40:43.0
40:47.9
book called at home which is all about
the origins of everything inside your
40:47.9
40:53.0
house the fuse box to the room and board
to the hallways to the fascinating book
40:53.0
40:57.0
and I’m also listening to the Beastie
Boys book there you go that’s very
40:57.0
41:01.0
eclectic I used to be a business book
junkie I said life is too short move on
41:01.0
41:03.8
I got I got a broad myself that’s
awesome
41:03.8
41:06.3
well
Hollywood’s gonna hear this podcast
41:06.3
41:09.9
they’re gonna reach out to you and they
say we got to make a movie about your
41:09.9
41:15.9
life what they do who plays you oh my
gosh you know I’ve always wanted to see
41:15.9
41:19.4
myself as a Kevin Costner kind of guy
you know like Boulder and we’re a
41:19.4
41:24.7
baseball family just the wisdom he put
out there it’s kind of a wandering
41:24.7
41:29.3
roaming soul that that hopefully that
says the world sees me as as a kind of a
41:29.3
41:34.1
cool Kevin Costner there you go
last question you now have the ability
41:34.1
41:40.3
to speak with anybody throughout time
who would it be with and why oh man I
41:40.3
41:44.8
tell you it’s uh that might be a bit
we’d be there I’d like to talk to
41:44.8
41:50.9
someone like Thomas Edison I know he
wasn’t that the nicest person in the
41:50.9
41:55.6
world but just the guy who looked
failure in the eye every single time and
41:55.6
42:00.0
when he said I found 999 ways not to
make a light bulb there’s something
42:00.0
42:04.4
about the drive there that inspiring to
me and a Nunnally beside I’d really like
42:04.4
42:10.0
to talk to my dad as a child I just some
fascinated by just that what your
42:10.0
42:12.9
parents went through and their kids and
what helped make who they were as people
42:12.9
42:16.6
which impacted their the parental child
relationship so I thought I ought to
42:16.6
42:21.0
talk to my dad well Bryan I want to
thank you for coming on Scaling UP! h2o a
42:21.0
42:26.2
lot of things to think about for the
Scaling UP! nation we’ve been doing sales
42:26.2
42:31.6
the exact same way since time and we’ve
always wondered why we’re getting the
42:31.6
42:34.7
same results you’ve given us a lot of
things to think about thanks so much
42:34.7
42:38.2
trace my pleasure thank you all and
scale it up let’s go make some money
42:38.2
42:40.6
have some fun
think about song to the limbic brain
42:40.6
42:43.0
don’t talk about yourself have a great
day
42:43.0
42:49.8
Wow Bryan that was some great stuff I
can’t wait for you to try some of the
42:49.8
42:54.0
items that Bryan suggested I can tell
you that I have tried them for myself
42:54.0
43:00.5
and they really work now Bryan has
written an e-book that he is sharing
43:00.5
43:06.1
with all of the Scaling UP! nation all
you have to do is go to our web page and
43:06.1
43:13.2
you can download that ebook by simply
putting in your email address folks this
43:13.2
43:18.2
is a very powerful tool and I can tell
you firsthand it really does work
43:18.2
43:22.8
so go to the show notes page and get
your copy nation I start at the top of
43:22.8
43:26.5
the show we’re talking about how
difficult sales is I gave you a bunch of
43:26.5
43:31.3
different reasons people are doing at
different ways well there’s no doubt
43:31.3
43:36.4
about it that sales is one of the most
difficult things that we do in our day
43:36.4
43:42.0
to day but what that truly means is is
that we have to get out there and do it
43:42.0
43:46.5
we might do it a little bit differently
but we have to repeatedly do the same
43:46.5
43:54.3
things to get results and what that
means is we have to keep up a pipeline a
43:54.3
43:59.5
pipeline is a metaphor that we use for
all of the different potential clients
43:59.5
44:05.2
in our sales funnel in all the different
categories that they exist in for
44:05.2
44:08.6
example they might be a prospective
client we haven’t talked to them yet
44:08.6
44:13.3
then after we talk to them and set an
appointment it might graduate them to
44:13.3
44:18.1
another title within our pipeline and
then so on we just follow them further
44:18.1
44:24.1
and further down the pipeline until they
become a customer I’ve worked with so
44:24.1
44:29.2
many water treaters that just have not
been educated on how to properly keep a
44:29.2
44:33.4
pipeline so everything that Bryan said
is great information but if we’re not
44:33.4
44:38.2
keeping track of the people we’re having
these conversations with we are not
44:38.2
44:44.0
being effective with our time so in just
a few weeks I’m gonna have CRM expert
44:44.0
44:50.8
Rize Gooding on the show and she’s gonna
talk about how we can use technology to
44:50.8
44:56.9
keep our pipelines flowing properly now
if you don’t know what a CRM is that’s a
44:56.9
45:02.3
customer resource and management tool
and folks they can be as simplistic or
45:02.3
45:08.0
as complex as you want them to be so I
know that you are going to enjoy that
45:08.0
45:13.7
show because it’s going to help us track
all the things that Bryan shared with us
45:13.7
45:19.3
today nation remember keep doing what
you’re doing and you’re going to get the
45:19.3
45:24.9
same results but if you try something
new and you consistently keep doing that
45:24.9
45:31.5
you will get different results tracking
the results that you get will make you
45:31.5
45:37.4
better my hope is nobody out there is in
a sales rut but I am willing to bet that
45:37.4
45:44.7
you are not doing all the things that
you need to be doing to bring in the
45:44.7
45:50.0
sales that you need now it’s a
consistent I have to do this in order to
45:50.0
45:57.2
get that we have to do that consistently
every day and when we fall behind that’s
45:57.2
46:02.5
when our sales suffers I know that
sounds so easy but we all know that
46:02.5
46:06.5
that’s true
I hope shows like this help inspire you
46:06.5
46:11.2
to keep doing the things that you know
you need to do and then try something a
46:11.2
46:16.1
little bit different to get you even a
better results now one thing that you’re
46:16.1
46:21.5
doing that I think is fantastic is you
are listening to Scaling UP! h2o and I
46:21.5
46:26.4
hope the tips that we bring you are
using I would love to hear about that
46:26.4
46:33.8
and I especially would love it if you
join me next week on Scaling UP! h2o
46:36.5
46:42.5
nation I am so pleased to let you know
that the rising tide mastermind is a
46:42.5
46:48.7
success we have completely filled two
groups since we started the rising tide
46:48.7
46:54.6
mastermind in early January now you
might be wondering what a mastermind is
46:54.6
47:00.9
and simply put a mastermind is where
people get together to try to make each
47:00.9
47:07.2
other more successful we encourage each
other to get better and to keep the
47:07.2
47:12.7
commitments needed to help each other
get there so if this sounds like
47:12.7
47:19.7
something that you need I urge you to
find out more about the rising tide
47:19.7
47:23.4
mastermind you can do that by going to
47:23.4
47:40.2
https://scalinguph2o.com/mastermind to see if
this group is right for you