0:06

Welcome, everybody, to the Advanced Selling Podcast, the

0:08

longest running sales training podcast in the history

0:11

of podcasts. My name is Brian Neal. I'm

0:13

Bill Kasky. Here every week for your listening

0:15

enjoyment. Those of you

0:17

who joined us or

0:20

are joining us for the

0:22

business planning session. It's coming up

0:24

this week. This is the time. Join

0:26

us. Would you? Bill

0:28

details December the... December 6th, 12 to 2 Eastern. You've

0:33

got just a day or so to sign up.

0:36

I think we're closing registrations on Tuesday,

0:38

I believe. We're limiting

0:40

it to 100. We

0:43

were at 60-ish here a week ago. If

0:45

you try to get in and can't, we'll

0:47

probably be doing another one. Try it anyway.

0:49

We'll put the link in the show notes. There's

0:52

a website that has some of the information. Tuition

0:55

is $97. It's

0:57

a two-hour camp. It's

0:59

like a business planning camp. Yeah.

1:02

Love it. You just need to

1:04

be there. You just do. You

1:06

need to carve out the time for yourself. You heard us talk a little bit

1:08

about planning last week. We're going to talk

1:11

about what to do because sooner

1:13

than later, the calendar is going to flip. It's

1:15

going to flip. Bill, you like my hat, by

1:18

the way? Big goals require big plans. I'm troubled

1:20

seeing it. What does it say? More listeners will

1:22

know what this is. It does as a symbol.

1:24

That should be a hint. I've

1:27

also got hints. This

1:30

is the symbol that Prince was when he went as a symbol.

1:33

Oh, okay. Prince had that. I just felt

1:35

like we're on a baseball. I usually don't wear

1:37

baseball hats to wear them. Prince Albert? Who are

1:40

you talking about? No, Prince Rogers Nelson. Minneapolis, Minnesota,

1:42

First Avenue. The

1:44

greatest musician that ever walked on the earth, in my

1:46

opinion. Strong,

1:48

bold statement. Do

1:51

we need to debate this? Do we need to

1:53

debate this? I'm glad to debate it. I'll bring

1:55

some evidence. Oh, yeah. Evidence. Sam

1:57

Ford's, if you... Well,

2:00

same adults. So we'll take that to another episode. That would

2:02

actually be a fun to be. I'll give you time to

2:04

think about who you would put as the greatest musician. Yeah.

2:06

Give me a, give me a chance. I

2:08

can tell you one person who it would not be Prince.

2:13

But I've got to have somebody

2:15

up there. So anyway, I've got a quick story. You

2:17

know, last week you talked about things that a man

2:19

should be able to do, but I've

2:22

got one of those here today. I

2:24

went to our local car wash here, which, you know, who

2:27

it is. Well, I'll tell you it is because I'm pissed

2:29

at him. Crew. I'm crying. I was too. I

2:31

was pissed too. Really? Yes. Keep

2:33

going. Well, one of

2:35

their noodle fingers, uh, ripped my

2:37

bumper off. Yeah. Not

2:40

all the way off, but it pulled it out of

2:42

the clips. Yeah. And so I went there and I

2:44

said, look, look, look what this has done. I said,

2:46

you know, I don't know if there's any damage, but

2:48

come on. And so I filled out a claim and

2:50

never heard back from him for two months, called him,

2:52

finally go. Yeah. We sent it to the wrong email

2:54

address, but it doesn't matter because that claim has been

2:56

refuted. So I went then I, so

2:59

in the meantime, I went again and this time

3:01

it ripped it off to where it was broken

3:03

in the back, the whole bumper. So

3:06

anyway, um, so I

3:08

ended my relationship with them stormed out of

3:10

their office and get anyway. So

3:13

I took it to BMW dealership. I'm sorry to just read

3:15

the story. I took it to BMW dealership thinking that they

3:17

could figure out a way, you know, quickly to kind of

3:19

get it back in. Cause there's clips on the, in the

3:21

frame and there's clips in that rear bumper and you just

3:23

have to clip it in, but I couldn't do it. I

3:26

couldn't find a way to do it. Yeah. And they, they

3:28

don't want to do that there. Cause they're not,

3:30

it's not a body shop. And so they said,

3:33

yeah, you need to take it to a body

3:35

shop. Okay. So I went up to O'Reilly. Oh

3:37

yeah. Auto parts thinking, I wonder if they have

3:39

a pretty good guys there and they have this

3:41

guy comes out probably 50 years

3:43

old frazzled beard and didn't

3:46

say, I mean, had beady eyes, didn't say like,

3:48

Hey, if you're all come out and he's like,

3:50

okay. So he came out and he's

3:52

looking at it, looking at it and he's feeling

3:54

back in there, you know, up, up the, where

3:56

the bumper is and he goes, Oh, you can

3:58

fix that. I said, oh really?

4:00

How? He goes, just put a bolt. Put a bolt right in

4:03

there, put a bolt and big washer and you just fix it.

4:06

I'm like, okay, so I start feeling

4:08

back there. I don't feel a bolt hole anywhere. Right.

4:10

But I said, I don't feel it. He goes, yeah,

4:12

just once you get out of there, you'll see it.

4:14

I said, is that something I can do? He said,

4:16

oh yeah. He

4:21

said, do you know me? Do you know? Somewhere

4:25

in my toolbox at the very bottom of a

4:27

pile of tools, there was probably a wrench that

4:29

might fit that. Oh man. I said,

4:31

you mean I go to ACE hardware and get a

4:33

bolt? Yeah. I'm still

4:35

not feeling. He goes, oh, it's there. It's there. He

4:38

was done. So I got tape on it now. Oh,

4:41

you haven't fixed it yet. I thought you were going

4:43

to say you actually found the bolt hole. No. I

4:45

can't do that. I mean, we should have looked at

4:47

this together. He should have called me over. Oh

4:52

my God. You talk about a disaster waiting to happen.

4:55

That is funny. And you wonder that

4:57

guy stories. I guess dumb ass in this BMW.

5:00

One little. Oh,

5:06

that's so funny. And back to the, that

5:09

we had the same thing with that car

5:11

wash. We almost say a crew car wash

5:13

in Indianapolis who I love forever had the

5:16

worst experience. We killed. We have five annual

5:18

things with them. Now maybe

5:20

another huge and popular or whatever. Cancel

5:22

them all. We had two. We canceled them. Five.

5:25

And the same thing. Pretty damaged. Was there damage?

5:27

It took a, Steph got a new car and

5:29

it's a Mercedes and this

5:31

little cover thing flew off like

5:35

by the wind, where the windshield is right there. And

5:38

so it was blowing around in the thing,

5:40

you know, and it wouldn't go back in

5:42

and to get that went to the

5:45

dealership, like, yeah, it snapped off. You got to get a new one.

5:47

It was a 98 bucks at

5:50

the Mercedes dealership. So she sends

5:52

a claimant denied. They

5:54

wouldn't pay for $98 and you're spending 30, 150 times. times

6:00

12, 30, $2,000. So

6:04

$2,000 for 10 years. That's

6:07

what you have. And then you will. And

6:10

so they won't spend 90 bucks and they lose that. Yeah.

6:14

$20,000 for 98 bucks. They don't

6:16

care. You know, obviously if they care, they would

6:18

have done something, which is really off brand for them. But

6:20

it's a great lesson for customer experience for all of us. The

6:23

littlest thing that's right for this way. And

6:25

you don't realize, and now we've talked about it in front

6:27

of millions and millions of listeners on the events like podcasts.

6:29

Yeah. So if you ever have a problem with crew, good

6:32

luck with that. Well, when I went to O'Reilly, he goes,

6:34

did you take it? I didn't tell him what car was.

6:36

She goes, you go over here to Mike's. The crew used

6:38

to be Mike's. And I'm screwing. Yeah. He

6:40

goes, Oh, they're terrible. Yeah. We get

6:42

people in here all the time. Yeah. It's bad.

6:45

It's bad, bad, bad. Okay. Here

6:47

we go. We did last time. What do

6:49

your plan? Do your plan. So we

6:51

did the marketing plan. We took one little version, one

6:54

little input from the business planning session that Bill's going

6:56

to do on the sixth. And

6:58

then we, uh, put it down. We talked

7:00

about email and talked about LinkedIn. What

7:03

we want to talk about today is we

7:06

do all this planning in December. Then you have

7:08

the holidays, you kind of, you know, very reflective

7:11

and thinking about it. I'm going to plan done.

7:13

And it seems like next year's forever. You

7:16

know what I mean? Next year's going to wait. It's 2024. And

7:19

then all of a sudden it's new year's day.

7:21

You're watching football and you're like, Oh my God,

7:23

tomorrow's the second. I got to go back to

7:25

work tomorrow. And you're looking at your

7:27

calendar and like, Oh God, you get this Sunday

7:29

scary. Like you've never had them before. And

7:32

so we thought what would be a great,

7:34

um, a great, a great topic to bring

7:37

that to action is what do I do?

7:39

How do I get the most of my

7:41

start? What are some little ideas or little,

7:44

uh, strategies we can employ

7:46

that make sure that we get off

7:48

to a really, really good start in 2024.

7:50

Cause the calendar is going to flip it. Just

7:52

a topic. Great. Yeah.

7:55

I'll take one stab at the

7:58

background there as it time flies over

8:00

the. holiday seasons and it becomes hard

8:02

to see people and people are, you

8:04

know, so we, every year seems like

8:06

for 17 years we've talked

8:08

about this time of year and how hard

8:10

it is. But there, I think there are

8:12

some things you can do to prepare yourself.

8:15

You know, you talked about this idea of

8:17

getting out of bed on the second and

8:19

little foggy and little blurry eyed, but I

8:21

got to go back to work. I

8:24

always feel like the best way

8:26

to set yourself up for success there is to have

8:28

a plan. You know, the whole put your gym

8:30

shoes out at night. If you're going to want to work

8:32

out the morning, just all you got to do is get

8:35

your shoes on. Just get your shoes on and then everything

8:37

will start to momentum. And I think that's the power of

8:39

a plan is that when you hit the ground January 2nd,

8:41

you got a tractor run on, you know, that

8:44

day one, you've got three appointments, you've got to

8:46

shoot one video, you've got a meeting with a

8:48

best client. So it's easier to get out of

8:50

bed when there's a plan. Yes, absolutely.

8:54

Which everyone will have after they come to the business

8:56

planning session. That's true. I'm not over that,

8:59

but we have 100 of you. Now

9:02

here, this is very timely also, because now

9:04

we're in December. So I would tell all

9:06

of you listeners to

9:09

spend part of your

9:11

weeks, the next three weeks, not

9:13

focused on closing stuff for key for us,

9:16

everybody does, but focused on setting

9:18

appointments for January when you come back. As

9:21

if you wait to start trying

9:25

to get appointments when you get back, people

9:27

use the excuse. If

9:29

you call someone or email them right now, it's

9:32

pretty wide open. Say I'm kind of

9:34

wrapped up for the year here. I'm kind of trying to

9:36

build up some stuff for first quarter next

9:38

year. I want to see what the calendar looks like the

9:40

week of January 8th. You'll see people

9:42

open up and go, Oh my God, wide open. Why?

9:46

Well, you picked a day, we'll do lunch or whatever. Yeah,

9:50

you need to start

9:52

seeding your calendar now and not

9:55

don't wait till January 2nd or 3rd when you go back to

9:57

work. You got to do it now. So you want to leave

9:59

with appointments booked. is the point into the holidays.

10:02

So here's another tip. And

10:05

I don't know if this fits under your, the

10:09

topic that you were obsessed with. What's

10:11

that? I'm just kidding. I

10:14

don't know if it fits under this topic

10:16

of what do I need to do, but

10:18

I do think this time of year is

10:20

a good time to go into creation mode.

10:23

So let's say that one of your goals for

10:25

next year in the planning session that we're doing

10:27

is you wanna do 12 webinars

10:30

for CEOs of your

10:32

target clients. And you've

10:34

got maybe somebody else inside the company that you're gonna

10:36

tag team this, and you wanna write this up, and

10:38

you wanna start promoting it, and you're gonna do the

10:40

same webinar for the first three months, and then you're

10:42

gonna switch, but you wanna have, and

10:45

that's one of our goals. I think you

10:47

need to have something that you're doing that

10:49

people can access virtually every month. And

10:52

so this is a good time of year

10:54

to plan that, to start to work on

10:56

the messaging. And I wouldn't even worry about

10:58

it from a slide standpoint. I just think

11:00

open a Google Doc and start thinking,

11:03

okay, what are the first five minutes of the

11:05

webinar? Well, I wanna welcome people, I wanna introduce myself,

11:07

and I wanna talk about what we're gonna do

11:09

today. Okay, what's the second five minutes? Well, the

11:11

second five, I wanna talk about the problems that

11:13

people are experiencing right now, and how if they don't

11:16

fix them, they're gonna be dead and whatever. You

11:19

can start to map that out. This is a great

11:21

time of year for that. And I know it gets

11:23

busy, but the worst thing you

11:25

can do is say, well, I wanna start

11:27

my webinar in January, and then January 2nd

11:29

hits, and you haven't done anything on it.

11:31

Because it does take, and I know I'm

11:34

going down the webinar path here, but it

11:36

does take some time. There's a lot of

11:38

loose ends to it. And it's why people

11:40

give up on them, because it's

11:42

a lot of detail. And

11:44

if you can get a headstart on that and

11:46

start to build some momentum, to me, that's what

11:48

this is all about, just building some momentum. That's

11:50

great. It becomes a thing.

11:53

It's one of my little cheeky phrases, like people have an

11:55

idea and then they do something. I'm like, now it's a

11:58

thing. It's not a thing though, until you do that. That's

12:00

right. You do it needs to think I'm

12:02

gonna go even a step before what Bill's talking

12:04

about Uh

12:07

I would also sit Now

12:10

between now and the time you break for

12:12

the holidays and I would calendar these events

12:16

Before I even started creating them Hold

12:18

this space on your calendar for 2024.

12:20

I i'm doing I was looking at my calendar.

12:22

I actually have a meeting with my Her

12:25

name is christine who is our chief of staff and

12:27

she manages my calendar Uh, we're gonna

12:29

plan the entire 2024 in december And

12:34

then all these we've got webinar days we've got some travel

12:36

days We're gonna go do events in other cities and stuff

12:39

and all that's gonna be put on the calendar So

12:41

if i'm doing a an event in chicago,

12:43

all i've done is blocked out two days for

12:45

chicago First now if you said what are

12:48

you gonna do i'm like i'm not sure yet. I just know

12:50

i'm going to chicago those two days in june Then

12:52

we go to bill steps like, okay We're

12:55

gonna do a live event half days for sales

12:57

leaders We're gonna come in and we're gonna do

12:59

a back half of the year finish strong session

13:02

And then you do a bill saying you do the google doc

13:04

But so now you've got it all you've got the date set

13:07

And the plan made now your

13:09

odds go way up. That's right

13:11

execute right way up I

13:14

think a lot of people get stuck Either

13:16

in your point the creative process they

13:18

they don't know what to do or say

13:20

never comes to them So you just got to start writing it.

13:22

You can always delete it and edit it Right.

13:25

That's right. It's exactly right and and

13:27

you if you're doing webinars, for example

13:29

next year You need to be doing

13:31

them you audience members of the event

13:33

selling podcasts. You need to be doing

13:35

them. Don't hand them off to Now

13:39

if you're a ceo, that's great But don't hand

13:41

them off to somebody who doesn't understand How

13:43

to talk to people how to communicate your value

13:45

how to how to reference pains when you're talking

13:48

I mean we talk about this these things on

13:50

the podcast all the time you

13:52

guys of anybody should

13:54

be the ones Creating this

13:56

outlining this and delivering it you can have

13:58

other people on as guests or whatever, but

14:01

you don't realize how much

14:04

you have in the bank, knowledge

14:07

and expertise, given the fact that you've listened

14:09

to this podcast here for the

14:11

last six months to a year. You've

14:14

got what it takes. Now it's a matter of you

14:16

documenting it. Absolutely.

14:19

And all this stuff, like it sounds

14:22

weird to say this, but all this

14:24

matters and none of it matters, meaning don't

14:27

get over yourself about like how many people come to

14:29

the event or all that other stuff, or you know,

14:32

just, you've got to do the content stuff and you've

14:34

got to execute it and be the hub. We call

14:36

it hub selling sometimes be the center of the hub,

14:38

be the one that invites people to something and

14:40

facilitates an interview. Like, well, I wouldn't know

14:42

how to do that. Okay. Pick a date first

14:44

pick a date. When's that going to be? Okay. Boom.

14:48

April 15th. Perfect. We

14:50

got plenty of time. the 18th event,

14:53

whatever you're you sell and whatever you're, whoever

14:55

you're going to talk to and then start going.

14:58

Uh, then you start inviting people when no one shows up, like

15:00

who gives a crap? Just do it

15:03

anyway. You're a video person and then you get

15:05

the video and the audio to use in more

15:07

marketing. If it's your first one, you don't want

15:09

people to show up to be honest. It's so

15:11

true. Isn't it sometimes like, no one showed up.

15:17

If you're going to do one in April,

15:19

maybe do one in February and expect nobody

15:21

to show up and nobody shows up and

15:24

just get, get bad at it and get better at

15:26

it. But if April comes, you're going to be really

15:28

good. Um, I'm in a,

15:31

in a webinar training program right now and,

15:33

and some marketing training, but we're in focus

15:35

on webinars. And they say, if you, if

15:37

you haven't done 10 webinars and

15:40

had somebody critique it and send the notes back

15:42

to you, you're not really getting any better. Oh,

15:44

wow. And, you know, sometimes we think, Oh, I'll

15:46

do, I'll do a quick dry run. I'll do

15:49

a dry run tonight. Right. And

15:51

the dry run, the, the, the run is going to be

15:53

different than the dry run. He said, you need, you need

15:55

somebody there to coach. And so it just make sure that

15:57

if you're going to do these things and whatever that is.

16:00

Maybe it's a speech. I mean, the only thing

16:02

is the same thing. You're repetition. You got to

16:04

work on your speech. Yes. And

16:06

just do it. Just get them started. That's the

16:08

main thing that people, they either never start or

16:10

they do one and they

16:13

see like no immediate result thing. Well, that didn't

16:15

work. Yeah. You know, well,

16:17

I did a podcast and you know, we only got, you

16:19

know, 48 downloads. And so did Bill and I 17 years

16:21

ago. Yeah. But now

16:23

we have a story to tell with 16 or

16:26

18 million billion or gajillion. I

16:28

don't know. Whatever it is. Whatever it is. You just

16:30

got to, you got to keep doing it and the

16:32

people that keep putting the stuff off. I'm telling you,

16:34

you got to do it. You got to play. I

16:36

love your idea of just putting it into the calendar.

16:39

You know, even if it's a, if it's a pipe

16:41

dream, that's cool. Just put it in, put it in

16:43

and then start to work your way back. Say, okay,

16:45

if we're going to do that in April 1st, we

16:47

need to have this thing done by March 1st. March

16:49

1st needs the February 1st and January 1st. Oh hell,

16:51

I, I got to get that in here soon. I

16:54

mean, you just create, again, like Brian

16:56

said, create some velocity, some momentum so

16:59

that you're hitting the ground January 2nd,

17:01

saying to yourself with the plan completed

17:03

and with, with January planned, I'm going

17:05

to crush it this year. It's going

17:07

to be extraordinary for me. Don't worry

17:09

about politics. Don't worry about the media.

17:12

Don't worry about culture. Don't worry about

17:14

external environment. Doesn't matter. No, it doesn't

17:16

matter. Just control your own stuff.

17:19

And it's a big, abundant world. Even with any negative stuff going

17:21

on, it says control your own stuff. Don't

17:23

let the stuff control you. This is how to do

17:25

it. What we're talking about here. It's good. Good. All

17:28

right, man. Good stuff. Well,

17:30

what happened there? Okay. Uh, if you're interested

17:33

in the business planning session on

17:35

December 6th, coming up here in a couple of

17:37

days, look at the show notes. The link will

17:39

be in there as an information page. Very simple.

17:41

Uh, yay or nay at the bottom and we'd

17:43

love to see you. And, uh, Brian, seeing a,

17:45

seeing a week or so. Birthday episode next time,

17:47

I believe. Oh yeah. On my birthday. Well, you

17:50

found the birthday, right? December 11th, it's a Monday.

17:53

Oh yeah. Yeah. So we'll be recording.

17:55

Yeah. Okay. Well, yeah. Well, we're going

17:57

to party where we can have our

17:59

debate. about who's the greatest musician to walk here.

18:02

Plenty of time for you to think about that. Knowing

18:04

the ears isn't print. That's

18:06

right. Yeah, I'll think about that. That's good.

18:09

We've got to make sure we remember that. All

18:11

right. Okay, see you next time. See you, bye.