REAL AF with Andy Frisella - The Fine Details of Sales, with Andy Frisella

00:00:00.000 Hey guys, this is Vaughn Kohler. You're listening to the MFCEO Project. In a previous episode,

00:00:06.660 Andy Frisella delivered his straight talk on sales. Today, the MFCEO takes it from macro

00:00:12.740 to micro and waxes eloquent on the finer details of sales.

00:00:30.000 Hey guys, what's up? You're listening to the MFCEO Project. I'm Andy and I am the motherfucking

00:00:42.300 CEO. If you haven't figured it out by now, we're going to curse. We're going to say some

00:00:46.440 bad words. We're going to get enthusiastic and we are going to yell about shit. But the

00:00:53.220 point of the matter is, is we're going to give you information that you could take and

00:00:56.780 use to become the motherfucking CEO of yourself. A lot of people don't really understand what

00:01:02.120 that means. And to those people, I would encourage you to listen along and you'll figure it the

00:01:09.740 fuck out. I'm here with my co-host, Vaughn Kohler. What's up, dude? I just got back from

00:01:13.500 otherwise known as DJ, DJ God. Oh, is that the new one? DJ God. I don't know. I like

00:01:18.940 Pastor of Disaster. Pastor of Disaster. Jason, your friend Jason gave you a DJ God. I actually

00:01:24.100 promised him that I would introduce you as DJ God on the podcast. That's great. We're

00:01:29.320 here with DJ God, Vaughn the Impaler, Vaughn Diesel. The Pastor of Disaster. The Pastor of

00:01:36.060 Disaster. Jean-Claude Vaughn Dom. Jean-Claude Vaughn Dom. That's good. That's my favorite one.

00:01:40.040 Hey, man, I just got back from Kansas City yesterday. You did? Yeah. To me, you missed a

00:01:44.360 celebration. Well, I know. I did. I did. But did you watch the World Series? I did. That

00:01:49.120 was cool, man. It was cool seeing him win. Yeah. Kansas City's like the little brother of St.

00:01:52.720 Yeah. Yeah. Yeah. You know, I was happy for him. I was too. Yeah. I was too. I thought

00:01:56.060 it was good. It wasn't as good as the Cardinals winning, but it was still good. Yeah. Yeah.

00:02:00.060 Yeah. It was good for the state of Missouri. So that was good. Yeah, man. So let's get

00:02:03.760 right into it. All right. Question of the day. This is something that's been bothering

00:02:08.220 the hell out of me for months and months, if not years. Okay. This police brutality stuff

00:02:15.740 across the nation and the hype and the hysteria. All right. So this girl that gets tossed out

00:02:21.900 of her desk, right? By the school police officer. People are freaking the fuck out

00:02:26.680 about this. All right. When did listening to a police officer become optional? At what

00:02:33.780 point in time did put your hands behind your back or walk to the hall or sit on the curb

00:02:38.800 and shut the fuck up become an option? So the dude walks in the room, asks the girl to leave.

00:02:47.020 She resists to leave. He puts his hands on her to get her out of the desk. She swings

00:02:52.500 at him. He throws her across the fucking room. She actually swung at him. Yeah. Like

00:02:56.540 it was like a bat, like get off of me type thing. Yeah. It wasn't like some people are

00:03:00.040 saying she like tried to punch him. Didn't look like a punch to me. It just looked like

00:03:03.140 get off, get the fuck off me. Yeah. Well, you're walking down the street at any situation

00:03:07.220 with a police officer and you do that, what's going to happen to you? You're going to get

00:03:09.980 arrested. You're going to be eating fucking concrete. Yeah. You know, you're going to have

00:03:13.420 somebody's elbow in the back of your head. At what point in time did listening to police

00:03:18.300 officers become an optional thing? I don't understand that. And it seems to be like there's

00:03:23.360 this movement now, you know, Oh, police are pieces of shit and they're mean and they, they're

00:03:27.740 overly brutal. Well, dude, I choose to believe that you're a fucking moron. If you think that

00:03:35.080 you could do whatever you want and you don't have to listen to the police. I, to me, it's blows

00:03:40.440 my fucking mind. Like where did this idea come from? You know what I mean? Right. And

00:03:45.620 the funny thing is, is the most, most of these people criticizing these police officers

00:03:50.300 who, by the way, don't get paid nearly in, in, in a relationship that's, that's relevant

00:03:57.640 to the risks that they put. They don't get paid shit. And they're out here busting their

00:04:02.380 ass, trying to keep fucking people in line, which is needed because otherwise everybody

00:04:07.900 would be running around like a fucking wild animal. Right. You know what I mean? But these

00:04:12.940 same people fuck these cops cause they're doing this and blah, blah, blah. They're throwing

00:04:17.400 people around and they're, they're, those are the same people that as soon as they got a

00:04:21.840 problem, they're calling nine one one and saying, you're not getting here fast enough. Oh, by

00:04:27.120 the way, bring your gun. Right. You know what I mean? When did this become a thing? Yeah.

00:04:32.360 And it makes no fucking sense to me. I don't get it. Yeah. Well it's, it's in vogue to take

00:04:37.580 the, the bad apples and, and make everybody think that that's the, that's the, that's

00:04:41.820 the rule and not the exception. I know Tyron talked about growing up in kind of a rough

00:04:45.800 neighborhood. Tyron Woodley was on the show for those of you who didn't know this UFC

00:04:49.340 guy. Uh, he, he grew up in a bad neighborhood and he said, yeah, there were bad cops, but

00:04:55.460 the majority were good and doing their, doing their job and trying to defend people. And why

00:05:00.240 do we just like focus in on the exception and not the rule? Dude, I totally agree. There's

00:05:04.440 bad people in every profession, but from, you know, this video that's been going around,

00:05:09.440 I don't fucking see anything wrong with what he did. The dude got fired. He's been chastised

00:05:14.540 in the fucking media. You know, to me, it looked like he went in, said, Hey, go outside

00:05:20.180 or whatever. And then she fucking did it. And he did what he did. Right. Which, which people

00:05:26.040 say, Oh, she was just moving her hand. That's an act of aggression. Police are trained. If there's

00:05:30.600 an act of aggression towards you, you have to use, well, potentially lethal force. It's

00:05:34.920 not even lethal. It's just forced to fucking deal with a little bit of an overstatement.

00:05:38.900 Yeah. But like, that's true. The point is, is like the, I, I just don't understand the

00:05:44.000 mentality. You know, all these people, fuck the police, blah, blah, blah. Yeah. Until

00:05:47.860 you need them. Right. You know what I mean? Right. Dude, get your heads out of your asses.

00:05:52.400 Right. You know, listen to the fucking cops. You won't have a fucking problem. Don't break

00:05:56.680 the law. You won't have a fucking problem. Right. You know, of course there's cops out

00:06:00.760 there that abuse their authority, but it's not all cops. You know, I, I've never got

00:06:06.500 my ass kicked by police. You know why? Because I listened to them. They say, Hey, go sit on

00:06:12.200 the curb and shut the fuck up. What do you do? You go sit on the curb and you shut the

00:06:16.340 fuck up. And they don't have to say it nicely either. No, they don't. That's not a prerequisite.

00:06:20.080 This isn't a fucking, uh, grammar school or whatever the fuck they call it. Right. You

00:06:25.860 know, this is dude, this is, they have no idea what's going on. Right. And I think

00:06:30.320 that's what people need to think about. You're a police officer. You walk up on a

00:06:33.340 situation. You have no fucking clue what's going on. You don't know if this dude's

00:06:36.520 got a gun. You don't know if this dude's got a knife. You don't know if this girl's

00:06:40.040 got a fucking taser. You have no clue. Right. Your job is to protect the safety of

00:06:45.680 yourself and the safety of your citizens first and foremost. And when people start

00:06:49.040 resisting, what's that cue to me, that would cue. This person's got something that I

00:06:53.820 don't know about. They're overly confident, but no, what it really is is that there's

00:06:57.940 been a generation of fucking brats raised in the United States of America by parents

00:07:03.440 who tell them, Oh, you don't have to listen to this person or you don't have to listen

00:07:07.060 or fuck these people. And they've been grown up thinking there's some kind of

00:07:10.560 special delicate flower. It doesn't have to obey the law. It's bullshit. It's it's you're

00:07:16.140 right for drawing the comparison to parents because it's the same people that would

00:07:20.280 never, uh, never get spanked. Never, never accept any discipline. Those are the

00:07:24.080 people that don't respect authority. Exactly. Right. Yeah, dude, it's insane. You

00:07:29.040 know, and you young people who are sitting here thinking, I saw that video. He was

00:07:32.280 way out of line. Really? Was he? I don't think he fucking was. You tell you tell

00:07:37.580 somebody, Hey, get the fuck up and go out in the hall. You better get up and go out

00:07:41.140 in the hall. Your ass is going to be on the floor too. Right. Male, female, it doesn't

00:07:45.140 fucking matter. That's the way it is. These people are entrusted with our

00:07:49.140 fucking safety. And if you don't listen to him, that's what happens. Everybody

00:07:54.260 knows that. And you should know that, you know? Right. Right. Of course, the next

00:07:59.420 question is, do we even see the whole video or has it been edited to take? Well,

00:08:02.620 no, you all, you know how the media is, man. There's another video out there that

00:08:05.480 shows the other angle of what happened where you can clearly see she tried to

00:08:08.380 bat him off. Right. But they don't show that video. Right. You know, they make the

00:08:12.460 story is cops are bad. So they run that shit. Right. You know, I'm fucking tired of

00:08:16.240 hearing it, dude. No, I agree. If you get your ass beat by the cops, you

00:08:19.080 fucking 99.99% of the time, you fucking deserved it. Period. You know, all we see

00:08:25.780 is the exceptions. And we hear they try to make just, you know, now the cameras are

00:08:29.740 everywhere. You know, people are like, oh, well, this person, you know, didn't

00:08:35.560 really do that much. And he got his ass kicked. Well, you didn't see it 30 seconds

00:08:38.600 before the video started. You didn't see what the person did even get the

00:08:42.160 attention called to him. Right. You know what I mean? Right. You don't see it. All you

00:08:46.000 see is the cop picking the dude up, throwing him on the floor. And then it's

00:08:50.380 police brutality. You don't know what happened before that. Right. Dude, I'm

00:08:54.600 just tired of it, man. No, you're right. Like, dude, if you don't, if you're too

00:08:57.720 fucking stupid to listen to a police officer when they say, hey, go over

00:09:01.200 there, sit down, shut up or get out in the hall or do whatever until this

00:09:04.900 situation is resolved, you deserve to wear a fucking helmet every day, 24 hours a

00:09:10.020 day in society. You're a fucking moron. It's a symptom of a greater problem in

00:09:15.160 society that you've put your finger on a number of times, which is just it's a

00:09:18.840 whole reason we do this podcast crisis of personal responsibility. Right.

00:09:21.600 Right. Exactly. It's the whole reason for this podcast. You know, it's the

00:09:25.720 delicate flower generation. You know, oh, we're special. Right. Until your ass

00:09:30.900 gets fucking curb stomped by a cop. You're fucking picking concrete out of your

00:09:34.980 teeth for a month. Right. You know, that's reality, man. I think I think another

00:09:39.540 point to make, too, is that it kind of doesn't matter at that point. It doesn't

00:09:45.340 matter if you're in the right or in your you're in the wrong. That's to be

00:09:48.900 determined. Right. It's to be determined. That's not for you to determine at that

00:09:52.820 point. Exactly. That's a great point. Listen, I mean, I've been pulled over by

00:09:56.180 by cops before who said I was speeding and I wasn't. Yeah, I have. I mean, I'm not

00:10:01.140 asking. Yeah, right. Yeah. Yeah. You're not going to get anywhere. You just got it. You got

00:10:04.820 to you got to submit to the authority. You got to wait for the situation to unfold. And that's

00:10:09.000 right. Doing what she did is clearly not the right thing. Well, so whatever, man,

00:10:13.340 I'm just you know, it leads into so many different issues that we talk about here

00:10:17.300 on the show. It's just, dude, you know, understand how the system works, man.

00:10:23.980 They're there for a reason. Respect them. Treat them with respect. They'll treat you

00:10:27.620 with respect. You know, dude, I've seen so many people get their ass beat by cops

00:10:32.760 because I used to, you know, when I used to work at the bar. Right. I see it down in

00:10:36.580 Springfield. Yeah. You know how many people deserved it? Oh, all of them

00:10:41.920 deserved it. Period. Right. They resisted some way. They fought in some way. They

00:10:47.640 did something that caused other people, you know, danger. You know, I've never

00:10:52.160 seen it to where it wasn't justified. And I don't I don't know. I mean, I'm sure

00:10:55.820 there's cases like that and everybody's going to be emailing me. What about this

00:10:59.000 case? What about that case? Look, there's asterisks to everything. I don't give a

00:11:01.700 fuck. Right. But the point is, don't be an idiot. You know, cops ask you to do

00:11:08.640 shit. You do it. The chances are you're not going to get your ass kicked. Yeah.

00:11:12.320 You know, to me, it's disgusting that that guy got fired. Yeah. He probably has a

00:11:15.400 wife, kids. I mean, I don't know. I don't know enough about him, but dude, he was

00:11:19.280 doing his job. He was being assertive. I mean, I don't know. Who knows? You know, the

00:11:24.560 bottom line is, is if she had gotten up out of the desk and walked to the hall and

00:11:28.500 fucking not that wouldn't happen. Right. That's the bottom line. Right. You

00:11:32.660 know what I mean? Absolutely. She wouldn't have got tossed on the ground

00:11:35.320 and handcuffed and all that shit there and there'd be no story, but she

00:11:38.920 didn't. And now you're going to blame the cop for that. Right. Dude, I'm

00:11:41.860 sorry. What the fuck do you want them to do? Do you want them to protect you and

00:11:45.920 do the things they need to do to do their job effectively every single time? Or do

00:11:50.680 you want them to stand around and be sterile and not do shit because they're

00:11:55.380 afraid it's going to end up on TV and let society go to fucking hell?

00:11:58.680 Actually, I know what they want them to do. They want them to say, I'm

00:12:01.800 sorry you're having a bad day today. Can I get you a pumpkin spice latte? No

00:12:05.120 shit. That's exactly what they want. And then after you get that, we come out in

00:12:08.780 the hall with me and let's have a chat. Yeah. You know, get the fuck out of

00:12:11.660 here. Yeah. No kidding. Anyway, what are we talking about today? We're talking

00:12:15.000 about sales, man. We, uh, we, we hit it on. I don't forget what episode it

00:12:19.800 was, but we hit, um, you know, a 10,000 foot macro view of sales today. I want to

00:12:24.420 bring it down a micro level, um, and talk about, you know, things that you can

00:12:30.160 actually do to help increase your bottom line, increase your productivity,

00:12:35.000 increase your sales today. All right. We gave a, um, so to speak, a mentality of

00:12:42.520 how you should look at sales in the last episode. Now we're gonna get more

00:12:45.700 specific. Okay. We're going to give you some things that you can do to help

00:12:49.400 create value and help you move that needle a little bit more forward than

00:12:53.280 you could have yesterday. So the previous one was general offensive scheme

00:12:57.180 and this one is specific place. Yeah, right. Exactly. All right. Exactly. I

00:13:00.360 like it. So if you listen to the last episode, you know that the basic

00:13:05.880 principle that we talk about here on the show, when it, in regards to sales is

00:13:10.300 not about selling things. It's about helping people. All right. That's what

00:13:14.740 sales is about. It's not about selling. It's about helping. The thing is with,

00:13:19.920 with this mentality is that most of society out there is so concerned about

00:13:25.300 themselves. They're so concerned about, I've got to hit my sales numbers. I've

00:13:29.980 got to get this profit in. I've got to do this. But the reality is that's not how

00:13:34.500 you do it. That's how you, that's how you don't do it to be quite honest. Okay.

00:13:38.740 Making sales is not about your needs or your desires. Making sales is about your

00:13:43.100 customer's needs, your customer's desires, and your ability to create value and

00:13:47.800 solve a problem for that customer, AKA help them. Okay. This is the biggest thing

00:13:54.540 that I see people think about and execute the wrong way is that they figure, you

00:13:59.720 know, just going back to what we talked about with the police thing, people are

00:14:03.660 so self-centered now that they think the way to sell shit is to go in and be

00:14:07.600 like, man, you know, I got, I got to feed my family. You know what? I'm sorry to

00:14:11.520 tell you this, but no one fucking cares about that. You know what they care

00:14:14.380 about? This is the real world. This isn't fucking fairytale land. One out of

00:14:18.460 every 10 people might feel good about, you know, helping you sell some shit so

00:14:22.120 you could get some money, but that's not the point. And that's a weak way to

00:14:25.480 sell. You're fucking lose that way. All right. What people care about is how

00:14:29.780 well you're going to solve their problem and that's it. So what should you be

00:14:33.340 focused on as a salesperson? Your mentality 100% should be how could I help

00:14:38.140 this person solve my problem? All right. My problem is whatever problem your

00:14:42.420 goods, services or whatever it is you're trying to sell can help solve. All

00:14:47.380 right. And you're right. That's completely counterintuitive to to our society

00:14:52.000 right now, which is all about social media, selfies, self-promotion. Exactly. It's all

00:14:56.720 about yourself rather than other people. I see people running, you know, I was just

00:15:03.020 talking about this yesterday, actually. I see people on social media, you know,

00:15:08.380 their their sales aspect or their their angle of trying to sell things is like I'm

00:15:14.800 not going to go talk to people. I'm not going to have a conversation. I'm not going

00:15:17.380 to work with somebody to help solve a problem. I'm just going to post my shit. And

00:15:20.900 because people like me, they should buy it. Sorry, but that's not going to fucking

00:15:25.020 work. Right. All right. Right. I know that you were brought up to think that you were

00:15:28.960 very special and that, you know, everybody should like you and buy your product. But

00:15:33.380 that's how it fucking works. Right. OK. They're just talking. Right. That's all

00:15:36.780 they're doing is just talk. Well, we were taught what the actually the scenario we

00:15:44.700 were talking about was with my wife and my wife's sister and she sells for Stella

00:15:50.320 and Dot, which is like a network marketing jewelry company. OK. And she's like the

00:15:56.060 number one or two salesman in this region right now. And saleswoman, excuse me.

00:16:03.320 You know, and she's going out and planning parties and meeting these people face to

00:16:07.760 face, shaking their hands, saying thank you, providing tremendous value for these

00:16:11.940 people, you know, and these other people that she has some other people that sell

00:16:16.340 it that she knows they're posting the link on their page and they're like, well, I

00:16:19.500 don't know why I'm not selling it. Well, because you're not doing the fucking work.

00:16:22.520 OK. You're not getting out, meeting people, shaking hands, creating relationships,

00:16:27.000 providing value, you know, and she is. That's why she's number one and you're

00:16:31.080 number one hundred or whatever it is, you know, and it all comes down to that

00:16:36.800 special delicate flower mentality. No one gives a fuck about your paycheck.

00:16:41.780 And for your paycheck to grow, you need to start caring about solving problems.

00:16:45.020 It's that simple. Right. All right. So to do that and the people who succeed in

00:16:51.780 sales long term, they understand it. This is about providing value. It's about

00:16:56.740 providing solution. It's not about today's sale. It's about an ongoing

00:17:00.720 relationship for life. How many times are is this person going to need what it is

00:17:06.640 you're selling over the course of between now and when they die? That's what

00:17:11.160 you're trying to think about. How many people does this person know that could

00:17:15.020 potentially use your product? All the more reason to make them so excited and so

00:17:19.620 happy about you and your product that you do everything you possibly can to

00:17:24.360 succeed in that area. See what I'm saying? People look at it like today. It's not

00:17:29.960 about today. All right. So that's a recap of the mentality that you have to have.

00:17:33.260 It's a lifetime value of a customer. All right. It's retention. It's not

00:17:38.080 acquisition. It's value based. It's not selfish based. All right, guys, this is this is

00:17:43.960 must have mentality. If you don't have this mentality, you're not going to win in sales

00:17:48.040 moving from this point forward. It's just not going to happen. Can I say something else

00:17:51.700 too that I think you you make this point all the time, which is that most people are

00:17:55.560 just lazy, right? Most people don't have the ethic to do the work. And don't you think

00:18:00.300 it's true that if you focus on the transaction, just like, oh, I'm just going to learn my

00:18:04.080 pitch. I'm going to deliver it. And it's going to be about that single transaction.

00:18:08.180 That's lazy. It takes real work ethic. It takes real determination to invest not just

00:18:13.260 in the transaction, but an ongoing relationship. Yes. And people know the difference too.

00:18:16.940 Okay. So that's something to point out. Many you, every sales school out there teaches

00:18:23.020 you the techniques. Here's how you acquire customers. Here's how you prospect. Here's

00:18:27.880 how you quote unquote build a relationship. Here's how you close, you know, and they have

00:18:32.440 these little techniques and people will go out and they learn these generic statements

00:18:36.020 on, you know, acquiring, building relationship, closing. All right. But the reality is guys,

00:18:42.280 is that that shit is outdated. All right. It's not geared for social media society. The one

00:18:48.180 that we live in now. All right. Now it's about how good of a fucking friend can you become

00:18:52.800 with this person genuinely? Cause people know the difference. It's very easy to tell the

00:18:57.940 difference between somebody who's like, Hey Vaughn, how are you doing buddy? Blah, blah,

00:19:02.580 blah. I'm going to have you blah, blah. Oh, by the way, will you buy this? You know what I mean?

00:19:06.880 Versus somebody who's a genuine friend, who's taking the time to genuinely cultivate a relationship.

00:19:14.620 You could say the exact same things to somebody, the exact same words, and people will be able

00:19:20.040 to tell if you mean it or if you're just trying to sell them something. Right. So everything I talk

00:19:24.980 about today, you have to be coming from a place of integrity, a place of being genuine. Okay. A place

00:19:32.780 of being authentic because dude, people are perceptive and they know. So if you think you're

00:19:37.640 going to trick people into like buying your stuff, guys, you're never going to make it in today's,

00:19:42.640 in today's market, you know, it's just not going to work. Absolutely. So, um, with that being said,

00:19:49.760 you know, I'm going to hit on, you know, maybe five, seven, maybe 10 tips or pointers and we'll see

00:19:54.800 what we get through. But I just want to jot down some, some basic strategies for you guys to be

00:20:00.880 successful. Some things you could actually do. So the first one is guys, you have to learn how to

00:20:08.860 listen. You've got to be slow to speak and you've got to be quick to ask questions. Okay. If you

00:20:14.300 don't understand what your customer needs and if you haven't taken the time to learn what your

00:20:19.080 customer needs, what his problem is and what problem needs to be solved, you're missing the

00:20:23.140 point of what it means to be a salesperson. All right. You are not a salesperson. You are a problem

00:20:28.240 solver. All right. Before you ever give that person answers or statistics or benefits, you've

00:20:35.020 got to ask the right questions. You can't just go in and say, Oh, my product's the best. Here's why

00:20:39.740 blah, blah, blah. They may not need that product. You know what I mean? That's not, that's not even

00:20:44.380 what they're looking for. They're just, maybe they're looking for something completely different

00:20:47.260 and maybe you could even provide that, but you'll never know unless you ask the right questions.

00:20:51.600 And I think most salespeople are so quick to get into like sell mode as opposed to like, Hey,

00:20:58.880 solve mode. You know what I mean? Hey, how can I solve this problem?

00:21:03.100 So you think the conversation should always start out with like a battery of questions?

00:21:06.520 Yeah, man. Diagnosis.

00:21:07.960 First of all, it shows respect. Like it shows humbleness. Like you go at them. Hey, I don't

00:21:12.520 know everything. I don't know everything about your, your business. It's almost like a doctor,

00:21:16.320 you know, you, you don't go into the doctor's office. Doctor says, snaps his fingers and says,

00:21:21.000 Oh yeah. Penicillin. You know what I'm saying? Like, dude, it doesn't work that way. You know,

00:21:26.020 maybe some doctors do. I don't know. You know, walk in. Right. This guy looks like Viagra. Let's

00:21:30.520 get it to him. You know, exactly. Like that's not how it works, man. They're going to go through

00:21:34.260 some questions. They're going to find the problem. They're going to ask you some more questions.

00:21:37.980 They're going to make sure that is the true problem. And then they're going to discuss solutions.

00:21:42.500 Right. All right. And that's how you have to look at it. You're the fucking problem solving

00:21:45.920 doctor. You're doctor problem. Right. You know, Dr. Problem's going to come in. He's

00:21:50.560 going to ask the right questions and he's going to fucking fix the problem. Right now. I know

00:21:54.960 cause, and you know, cause we always have it. We always have the guy that says, well, Andy,

00:21:59.160 wait a minute. Uh, I'm on your social media and you are constantly talking. And I even,

00:22:04.700 I, you know, I go to Gary V's and he's constantly talking. You guys aren't listening. You guys

00:22:10.320 aren't asking questions. And I'm saying, no, you're not paying attention because everything

00:22:14.000 that Gary and Andy posts, you guys aren't initiating conversations. You guys are actually responding

00:22:19.960 to things that you've heard and listened to about what your customers need. A million

00:22:24.920 times over. Yeah. In fact, you did that the other day on Periscope. You just, you know,

00:22:28.540 just did a scope about, Hey guys, wanting feedback about the MFCO. Uh, but I think that's what

00:22:33.560 people forget with people who like you, who are in positions where they're creating content.

00:22:37.520 Um, you're not just slapping these things up without actually first having deep discussions

00:22:43.980 and dialogues with people. Well, you know, you're not going to please everybody, right? You know,

00:22:49.100 you're always going to have those asterisk people, right? You know what I mean? Yeah. If

00:22:52.180 you're too fucking dumb to figure out that I've heard whatever, whatever I'm answering in my

00:22:56.660 social media of 1 million times in my email, there's something wrong with you. So should we call

00:23:01.020 those groups of people? Should we call them there? The asterisks, the asterisks. That's what I call

00:23:07.360 them the asterisks. I like it. There are people that point out every little, you know, you could

00:23:11.020 say the sky is blue and they say, well, Andy, it's not actually blue. It's actually just the

00:23:15.840 way the air part of the particles in the air reflect the light. It's actually no color in the

00:23:20.320 sky. It's the people who think that you make policy based on exception rather than the rule.

00:23:24.160 Yeah. You know, it's ridiculous. That's most people these days cause they're hungry to show

00:23:27.800 how intelligent they are. Yeah. But anyway, the point number one guys is you got to listen

00:23:32.840 before you know what the hell you're going to talk about. All right. So, and it also

00:23:37.240 shows one of the biggest things about listening to people shows that you value them. Okay.

00:23:41.040 You aren't just trying to get your pitch. Like we talked about a minute ago, it's not about

00:23:45.060 you. It's about them. And when you listen and when you take the time to invest and listen,

00:23:49.760 dude, you're caring about their result. Okay. And that matters to people. People shop with

00:23:56.180 people who care. Okay. You have to care. It can't be fake care. Can't be pretend to care.

00:24:01.980 It's got to be a genuine, I care about solving this person's problem. Whether it be you're

00:24:06.520 selling tires, whether it be you're selling personal training, whether it be you're selling

00:24:10.620 books, it doesn't matter. It's all the same. Solving a problem. It's all the same. So yeah,

00:24:17.060 guys. So moving on. All right. The next point, and this is a point I see with so many sales

00:24:22.260 people, they get so focused on like bashing their competitors or talking about their competitors

00:24:28.540 weakness. And they think that's a sales strategy. If that's your sales strategy, if your sales

00:24:32.920 strategies say don't shop there because blah, blah, blah, or don't buy that product because

00:24:37.600 blah, blah, blah, dude, you are the world's fucking work. You're scum. You're the world's

00:24:42.020 worst salesman. You're the bottom of the barrel. Have no fucking clue what you're doing. Have

00:24:46.480 no fucking clue why people buy. You're the kind of person that calls people and people

00:24:51.420 never fucking answer the phone. All right. So if you're this person that's constantly bashing

00:24:56.480 your competitors, talking about your competitors, selling on your competitors weaknesses, you're

00:25:02.060 terrible. You're the worst salesman on earth. Right. All right. Now that doesn't mean you

00:25:05.780 can't get better, but I'm just letting you know where you stand because it's terrible.

00:25:09.380 You're at the bottom. You're, you're, you're at, you're at the bottom. You're, uh, you're

00:25:13.300 an amoeba. All right. It makes me think of a guy I met from Louisiana one time who was

00:25:17.880 really down on his state because I guess they have like really low, uh, high school graduations.

00:25:23.000 People from Louisiana don't get mad at me, but anyway, so I was like, so what's the state

00:25:27.740 was state motto at Louisiana? He said, it's at least we're not Mississippi. Exactly. So

00:25:33.920 it's all about, well, as long as I'm not as bad as the other guys, you know, I know, but

00:25:37.940 that's the thing is like guys, especially young salespeople, they think that's what sells

00:25:42.880 their product is like, Oh, this product sucks. Well, let me talk to you a couple of about a

00:25:46.680 couple of things that happens when you bash the competition. All right. Number one, it shows

00:25:51.120 that you're insecure and anybody who's in a position of you trying to sell or in a position

00:25:57.020 to buy your product probably can recognize that they're probably smart enough. All right.

00:26:01.440 You automatically assume that your customer is not very smart, which ultimately insults

00:26:05.300 your customer. All right. The other thing it does guys, and this is a big deal is it shows

00:26:12.460 that you're not genuinely concerned about solving that person's problem the best way that you

00:26:17.580 can. Like we just talked about a minute ago, it shows that you're worried about yourself.

00:26:21.520 All right. And you don't know what's going on with that competitor. You don't know what

00:26:25.980 relationship that person might have. Dude, when you drive up in a Chevy pickup truck to buy a Ford

00:26:31.640 and the first thing the salesman says is why are you driving that piece of shit? Dude, what does

00:26:36.660 that make you feel like? It makes you pissed. You know why it pisses you off? Because it's insulting.

00:26:42.020 And what is it insulting? It's insulting your intelligence because you are the one that made the

00:26:46.820 decision to make that purchase. And it's a big purchase and important decision for anybody

00:26:51.100 buying a new vehicle. So when you go up to somebody and you bash the product they're using

00:26:55.460 or the product they were using or the competitor's product they happen to use to use, you're making

00:26:59.920 a big mistake because what you're doing is you're telling them you're an idiot for using

00:27:04.860 that product. And are you going to buy from someone who calls you an idiot? I'm not.

00:27:09.880 No, not at all.

00:27:11.160 You see what I mean?

00:27:11.780 Yeah, absolutely.

00:27:12.300 And I see this mistake so much with young guys. It has to be one of the biggest mistakes

00:27:19.020 that I see with young people. They think that talking negatively about the competition is

00:27:23.520 going to somehow magically turn them into sale when really all it does is piss your customers

00:27:26.860 off.

00:27:27.420 Right.

00:27:27.720 So yes, know your competition. Be aware of your competition. Understand what they're good

00:27:33.560 at because you can learn from your competition. But in no way, shape, or form should you go in

00:27:38.400 and talk negatively ever about your competitors in my opinion.

00:27:41.380 Absolutely. Because ultimately, the excellence of a product or service is not determined by

00:27:45.800 comparison. That's something you've talked about a lot.

00:27:49.040 Well, yeah, because the competitor's product could be a piece of shit and you could be one

00:27:53.200 inch above a piece of shit.

00:27:55.040 Right.

00:27:55.320 You know, that doesn't mean you're the best. You know, that's how companies in general limit

00:27:59.160 themselves. They try to create a product that's better than this product over here instead

00:28:04.720 of taking the strategy that we're going to create the best possible product that we can.

00:28:08.920 You know what I mean? And that limits your ability to make the best product. And when

00:28:13.180 you make the best product, guys, you generally win.

00:28:15.580 Okay. I'm not saying all the time. There's situations where it doesn't happen, but generally

00:28:19.400 you win when you've got a great product. So if you're a business owner, you're somewhat in

00:28:26.340 product development right now. Stop trying to make products better than your competitors

00:28:30.140 and make products the best that you can. You see what I mean? This big difference.

00:28:34.560 This is a specific application of your general principle of you are the measure of your own

00:28:39.200 success.

00:28:40.720 There's a million applications of that strategy, but yeah, this is one for business. You know

00:28:44.900 what I mean?

00:28:45.500 Yeah.

00:28:45.840 Like for example, I mean, I just use my own company, for example, like our products that

00:28:50.260 we manufacture for first form. When we started that company, we didn't, we didn't go out and

00:28:56.980 say, okay, we're going to be better than X, Y, Z. We said, we're going to be the best

00:29:00.820 we can at no matter what it costs to make the product. We're going to put ourselves in

00:29:05.700 a premium category, dude. And our protein powder came out. It was 15, $20 more expensive

00:29:10.620 than the next guys, but it sells really well because it's that much better. You see what

00:29:14.640 I mean? And not everybody can afford it. I understand that, but I don't have a problem

00:29:18.680 with that. I understand that concept. The one concept I can't deal with would be somebody

00:29:23.520 saying, Andy, your product fucking sucks. I could deal with somebody saying this too.

00:29:26.980 expensive. Well, dude, it's not meant to be for everybody. Fucking Lamborghini is not

00:29:30.480 for everybody. You know, Rolls Royce is not for everybody. Right. You know what I mean?

00:29:34.120 But if you want the best possible shit, that's what we make and it's done well. You know what

00:29:38.040 I mean? So we didn't make our products with another company's products of mine or a price

00:29:43.860 point. So let's make the best that we can, you know, and it works. Right. So, and not everybody's

00:29:50.800 strategy is that let's be honest. You know, a lot of people try to make their products

00:29:54.460 for a price point. And that's, you know, that's an effective strategy. If you want

00:29:57.900 to bulldog it out in a category with somebody, you know what I mean? Right. Right. Um, but

00:30:02.600 and it's such a ridiculous approach. You think it wouldn't be what we do. I mean, I don't

00:30:07.640 understand why somebody wouldn't want to put the best shit in their body. Yeah. You see

00:30:10.720 what I'm saying? Right. But you know, in like cars, let's say cars or something, you know,

00:30:15.800 people have different budgets that they get. I get it. You know what I mean? But dude, you're

00:30:19.460 you're better off making a unique product. It's an easier road to take. You know what

00:30:23.360 I mean? Absolutely. So basically guys, you know, quit focusing on your competition. It

00:30:32.540 doesn't, they're irrelevant. There's plenty of room for success. A lot of people think

00:30:35.900 that like for somebody to win, somebody else has to lose. And that might be the case for

00:30:39.760 like Coke and Pepsi when they're fighting over percentages of market share and they pretty

00:30:43.960 much own the entire industry. If Coke picks up a percent, Pepsi might lose a percent.

00:30:48.900 I get that. But the small business was what we're generally talking about here. That's

00:30:53.120 not the case. There's plenty of room, man. The world's a big place just because somebody

00:30:57.760 else is doing well doesn't mean you're going to do less well. Right. You know what I mean?

00:31:01.420 Right. So quit worrying about it. Right. Focus on your customer's needs. Focus on solving a

00:31:05.200 problem. Focus on making that customer's day or life or, or whatever easier and better

00:31:11.360 and more beneficial and you'd be successful. Right. You know, quit talking about your competition.

00:31:15.260 You sound like a fucking rookie. All right. Now this is another big one guys. This, this

00:31:22.380 is something I see a lot of young guys struggling with too. They try to pretend to show interest

00:31:27.160 in people. Okay. And it's important. And they teach you at every sales school, show interest

00:31:31.520 in the person, show interest in their, their lives. All right. There is a big difference

00:31:37.540 between genuinely being interested and pretending to show interest. Okay. If you want to be

00:31:43.080 successful longterm and you want to capture the longterm, you know, from now till the person

00:31:50.180 dies loyalty, which is, should be your goal. Okay. Because the more loyalty you capture, the

00:31:56.300 more word of mouth marketing you're creating that you have to do less work to get. You see

00:32:01.100 what I mean? It's compounding. So does that make sense? Absolutely. Yeah.

00:32:04.160 So when you pretend to show interest in them guys, there was a million people a day that

00:32:10.080 do that a million. When you genuinely learn how to show interest in somebody and genuinely

00:32:17.040 work to become a person's friend, you're talking about a lifetime commitment for them to be

00:32:22.900 your customer. All right. You have to go beyond the superficial, Hey man, how are you doing

00:32:27.320 today? You know, bullshit questions they teach you in sales school. Can I, can I add something

00:32:31.540 to that issue? I think one of the key ways to tell if you're asking the right questions

00:32:36.620 are, are you asking questions that are either yes or no, or are you asking questions that

00:32:41.860 can be answered with like one word? So how are you doing today? Fine. Did you have a good

00:32:45.680 day? Fine. No. Ask questions that require a discussion, discussion, right? You know, what's

00:32:51.020 the best thing that happened to you today? I just gave a meeting on this topic last night

00:32:55.620 here to our whole entire company there. Look, you have a choice to do things the right way

00:33:02.840 or the wrong way. And there's a lot of things in business and success that you could say,

00:33:08.640 Oh yeah, I did that. Like if I went and I said, Hey, did you do this? And they can say,

00:33:13.120 yeah, I did that. But did you do it right? All right. Did you strike up a rapport with your

00:33:17.480 customer? Yeah, I did. Okay. Well, there's a difference between asking what you just said,

00:33:23.100 yes or no questions or genuinely caring to ask this person about their life to start

00:33:28.480 a discussion and learn about that person. If I came to you Vaughn and you were working

00:33:32.640 for me and I said, Hey, did you, did you try to spark? Did you get a rapport going with

00:33:36.780 that customer? You could say yes to either one of those, but only you know if you truly

00:33:41.600 did it the right way. Right? So there's a big difference between, and there's a million

00:33:46.040 things like this in business that you have the choice to do. You, it's your choice. You

00:33:51.220 could either do it the right way or you could do it the half ass way. And I'm going to tell

00:33:56.120 you right now, only doing it the right way is the way that people end up flying around

00:34:00.840 on a private jet. You know what I mean? And that's something that is self accountability.

00:34:04.760 Absolutely. People don't understand that they, they, it's the mentality Vaughn of I'm going

00:34:09.820 to do the least amount of work to still say I did the job. To punch my ticket. Right?

00:34:15.760 Exactly. I got my checkbox. And eventually, eventually someone will recognize it and I'll

00:34:20.400 become successful. I'm sorry to break this to you guys. That's not how it works. Right?

00:34:24.540 Right. It works by you coming in, taking the road that is going to be more effort on your

00:34:31.260 part. Okay. And doing shit right. Not just doing it. That's going to eventually get you

00:34:37.660 somewhere. And so many people think that doing it is the same as doing it right. It's not the

00:34:42.600 same thing. Totally different thing. Right. And of course, Mr. Asterix hole is going to

00:34:46.660 show up and say, well, Andy, what if you're dealing with Mr. Busy customer or Mr. Private

00:34:51.740 customer where they don't have time to talk shop or they don't, they, they, they're offended

00:34:56.440 that you would be prying into their personal lives. That's so ridiculous. Anybody who has

00:35:00.780 any experience with, with people in general knows that the vast majority of people like talking

00:35:06.360 about themselves, dude, look, you know, and even we're not coming from a genuine place.

00:35:10.340 If you're coming from a genuine place, you never run into that issue. Right. Exactly.

00:35:14.120 You know what I mean? Exactly. The way, the reason you run into the issue of Mr. Busy,

00:35:17.600 the reason I don't email people back or fucking, I don't call people back is because I know they're

00:35:22.720 fucking, I know their game. Right. You know, but if someone's genuine, it's different. Right.

00:35:28.180 You know, it's not like we're telling people, this is where common sense has to kick in.

00:35:31.960 We're not telling people to ask people to give it, you know, a full evaluation. Give me your

00:35:35.780 social security number. Yeah. Or the state of their marriage. Like in talking about the,

00:35:39.200 no, we're talking about specific details of their life. Things like, Hey man, your kids play soccer

00:35:43.880 or they play football or your kids go to hockey or they do theater. All right. Maybe you're into

00:35:48.040 classic cars. Maybe you're into fucking carving wood sculptures. I don't fucking know. Right.

00:35:53.500 But you're going to get interested in what they're about and ask them and be interested. I mean,

00:35:58.940 dude, I don't know about you, but it's interesting to me when people talk about like their kid doing

00:36:03.420 theater. I don't know anything about theater. Tell me about it. Right. I don't know anything about carving

00:36:07.840 logs into sculptures. Teach me. That's cool. Right. You know what I mean? You have to have

00:36:12.460 the attitude of like, I'm going to take something. And when I mean, take something, take some

00:36:17.320 information from this person, let them tell you about what's cool about them. You know what I mean?

00:36:23.260 Like, dude, let's, they're cool. It's not just about you. Right. Take the, the, the opportunity you

00:36:29.760 have to learn what's cool about this person. And listen, your day is going to be a lot more

00:36:35.060 interesting. And that's the cool thing about it. Right. The cool thing about it is that people that

00:36:38.980 really get this are super fulfilled by their job because they're instead of like, Oh, I've got to

00:36:43.580 put in all this, this time building rapport. It's like, dude, I get this awesome opportunity every

00:36:49.260 day to hear from interesting people, to hear their stories, to talk to them about what they're

00:36:53.340 interested in. I learned so much from these people and your day flies by you, you gain loyal business

00:36:59.600 and you become successful doing it. Right. Because you care. Right. If you're trying to sell them

00:37:04.740 something today and you're trying to get a paycheck today and you're trying to get them to walk out

00:37:07.760 with something today and you don't give a fuck about seeing them again or if the product works

00:37:12.260 or if the product actually helps them, that's manipulation and people could sense that. Right.

00:37:16.080 And it could be the exact same words. It's just a thing that people could sense. You know what I

00:37:20.180 mean? Right. So stop manipulating and start being genuine. You know, it's the only thing that works

00:37:26.220 from, from here until the end of time, because now we're all connected. We could all, we're all

00:37:33.060 exposed to 20 to 30 times more human interactions, whether it be digital or in person than we were

00:37:39.440 20 years ago a day. All right. So people are more perceptive. They know bullshit. Their bullshit

00:37:44.660 meters are finely tuned. So if you're a fucking manipulator, dude, you're going to struggle.

00:37:49.720 You know what I mean? Right. Right. So absolutely.

00:37:52.380 Um, my next point is guys, look, sell them things that you don't benefit from. Okay. Be a resource

00:38:01.900 for these people. Be the guy. All right. I call this the guy. All right. As you get to know these

00:38:06.840 people, you're going to discover things about them, what they like, what they don't like, where they

00:38:10.140 like to eat, where they like to travel, et cetera, et cetera, et cetera. Provide them with recommendations

00:38:15.980 that help them. Okay. This is a great way to create value. You know, everybody has quote

00:38:20.800 unquote, the guy that they know. Right. Like for me, it's my brother. All right. My brother,

00:38:26.280 Sal, anybody who's listening to this podcast that knows Sal knows that he's the guy. And

00:38:30.820 we joke, we're like, anytime I need something, I'm like, yeah, I know a guy. Cause like, dude,

00:38:34.620 this dude knows everybody. He knows everything. He knows everybody. Everybody loves him. You know

00:38:39.440 why everybody loves him? Because he genuinely cares about other people. Okay. The guy was the

00:38:45.420 number one salesman, Ethicon Johnson and Johnson before he came here in the world. Okay. Big

00:38:49.740 company. Yeah. Multi-billion dollar company. Number one. You know why? Cause he cares and

00:38:55.280 he's good with people. And the reason he's good with people is cause he fucking cares.

00:38:58.700 This should make, I mean, it's, it's, it's almost like common sense, but where we lose people

00:39:03.980 here is, is like, they think they care. Right. You know what I mean? People are like, well,

00:39:07.720 I care, dude. It's real easy to look like you care from the outside. Right. Only you know,

00:39:15.400 if you really care and your customer. Right. All right. And your numbers show it. Yeah. You know,

00:39:20.700 something that dawns on me that should be kind of captain obvious here, but if you're not a good

00:39:26.920 person just across the board in life, you're not suddenly going to be a good person when you're a

00:39:31.100 salesman or a saleswoman. Right. You know? So I guess what I would say to a lot of people who,

00:39:37.000 who want to improve sales is just sit down and take a real stock of who are you as a person.

00:39:42.100 Right. Like, are you a person who genuinely cares about people, a person who does the right thing?

00:39:46.140 Are you just a loser? Well, no. And I believe people can, can fix that. Oh, absolutely. Yeah.

00:39:51.000 I believe that once people figure it out, you know, they can become way more towards the person

00:39:56.140 that we're talking about here. Absolutely. You know, but what, but, but, but, but our biggest

00:39:59.800 disconnect with this episode is going to be the people who are sitting here listening,

00:40:02.540 saying, I do all those things. I'm still not successful. Right. Brother, you don't do all those

00:40:07.060 things. You think you do all those things, right? But you're not doing it. Or if you are doing all those

00:40:11.480 things, you're coming from the wrong place. Right. And people know it, which is why you're

00:40:14.840 not successful. Right. But you're right. People can, they can cultivate character. It can be,

00:40:18.920 it can be developed. No question. No question. It's a decision. I have, I have a, I have a couple

00:40:22.940 guys that worked for me that were on the borderline and getting fucking chopped for five, six years.

00:40:27.680 And then when they decided to like figure it out, now they're two of my best guys. You know what

00:40:33.580 I mean? Yeah. So it's, and I'm proud of them and I've told them this. So it definitely totally

00:40:39.720 a decision. Well, it says something about you that you didn't chop them right away.

00:40:43.520 You gave them an opportunity to develop. Well, you know, everybody develops a different pace.

00:40:48.300 Yeah. You know what I mean? Yeah. Um, it's hard to break through barriers of, you know, 30 years

00:40:54.060 or 20 years of, of upbringing and schooling and beliefs. Sometimes it takes time. Yeah. You

00:40:59.120 know what I mean? So I try to give guys, people, guys, guys means guys and girls. Yeah. I try

00:41:03.860 to give, you know, our team, um, I try to give them time to develop, you know, not everybody's

00:41:09.100 going to develop on the first day, you know, not even develop in the first year. Sometimes

00:41:12.440 it takes years and it's going to take years of you pulling them sometimes kicking and

00:41:17.440 screaming and them saying, fuck you for them to finally get it. Right. You know what I

00:41:21.520 mean? Right. But when they get it, man, and that light comes on for me, like as a CEO, that's

00:41:26.700 like one of the most rewarding things. Cause I'm like, dude, fuck yeah. This guy gets it

00:41:30.220 now, no matter what happens, whether it's here or wherever, he's going to be better off, which

00:41:34.640 I think is cool. You know what I mean? I have to laugh. I know there are people were halfway

00:41:38.320 into this podcast and I know there are people are going to be like, man, Andy, this is, this

00:41:42.420 is such a loser podcast, man. You're halfway into this and you haven't even talked about

00:41:45.740 techniques like getting people to say yes over and over again in the, in the, in the first

00:41:50.580 quarter of their presentation. I mean, what's your response to that? You're an idiot and

00:41:55.280 you're buying into fucking sales techniques that are outdated and it, and you're the ultimate

00:42:00.040 reason that people hate salespeople because you're a fucking manipulator at heart. You know,

00:42:05.400 true, true lifetime success is not about manipulation. It's about solving problems.

00:42:10.120 It's about helping people. And like somebody who says, Oh, I'm going to try to, you know,

00:42:15.040 these people who teach this fucking, you know, neuro-linguistic programming and like all this

00:42:20.000 fucking psychological bullshit to sell. It isn't that fucking hard, man. It's about listening

00:42:24.740 to people, solving their problems and caring about them from now until the end of the time,

00:42:29.560 which is why we talk about a minute ago being a resource for people. If you have a chance

00:42:34.080 to step in and provide value, whether it be recommending a restaurant or recommending a

00:42:39.700 travel place or recommending a lead or a sales lead for their company or connect, dude, you're

00:42:45.340 becoming a true friend. That's what friends do. And guess what's going to happen when you

00:42:49.660 become quote unquote, the guy, which is the resource. All of a sudden they're going to be

00:42:53.740 doing the same for you. So there's other benefits here besides, you know, you just trying to get

00:42:58.660 the sale. Like you, you're, you're, you're cementing yourself. You're embedding yourself

00:43:02.600 in a community. You're becoming a resource for a circle, a network of people that ultimately become

00:43:08.420 your friends. And guess what people buy from? They buy from their friends. You know what I mean?

00:43:13.880 Yeah, absolutely. So absolutely. I love that though. Being the guy, even if you're a girl,

00:43:19.280 even if you're a girl, you can be the guy, dude, be that guy. Yeah. Hey, I know a guy,

00:43:22.920 you know what I'm saying? Like that's, I don't know. Maybe it's like the Italian thing in me.

00:43:26.500 I don't know. But it's like, Hey, I know a guy, you know what I mean? No, it's like sales,

00:43:31.120 the guy, I think it's a great way of putting it. So be the guy. And, and the more formal way you put

00:43:35.660 it, I think it's really good too. It's that be a resource for people. Don't be, don't be the

00:43:40.160 salesman. Be a resource. Oh God, be a resource for solving problems. Right. That's your job.

00:43:45.920 Whether you get paid for it or not. Right. You know, too many people, they're like, man,

00:43:49.980 I don't want to do that. It's going to waste my time. Really? Because if you can embed yourself in,

00:43:54.060 and, and let's say, let's say a hundred, even a hundred, which is not a big number for your

00:43:59.520 lifetime. Right. Let's say you create a network of a hundred awesome quote unquote friends that

00:44:06.040 you developed, which I shouldn't even say quote unquote, but I'm their customers, right? That

00:44:11.420 you've created friendships with. If you can embed yourself with a hundred networks of people,

00:44:16.900 those people, that a hundred people will take care of you income wise for the rest of

00:44:21.480 your life. A hundred people. Right. You see what I mean? Absolutely. You're never going

00:44:26.680 to fucking starve by, by, by becoming the guy, by becoming the guy who solves problems, whether

00:44:32.800 you get paid for them today or not. All right, guys. And this is going to bring me to my last

00:44:38.500 point. All right. My last point here, and I could go through over and over and over, but

00:44:44.240 I don't want to, you know, we'll do a third episode here and we can go through more of

00:44:48.080 these, but guys, you have to learn how to show appreciation. All right. So many people

00:44:53.940 are terrible at showing how much your business means to us. They're terrible at it. They'll

00:45:00.320 spend a trillion dollars on acquiring new customers and $0 on making people feel valued. That doesn't

00:45:07.680 make sense. It doesn't make sense at all because those people that buy from you are ultimately

00:45:13.540 going to create a network of other people that buy from you. If you created a wow customer

00:45:20.700 experience, if you, you went at them, not only was solving their problems, but with enthusiasm

00:45:26.940 for solving their problems. If you went at them with integrity, if you went at them genuinely

00:45:32.720 caring about them as people, they're going to walk away from you. And the goal should be

00:45:38.280 this guys. They should walk away from your interaction and say, Holy shit. That was the

00:45:44.440 best sales interaction I've ever had. And it should be so good that they're going to go directly

00:45:49.580 to Facebook, Twitter, Instagram, Snapchat, Periscope, whatever it is. And say something

00:45:56.440 about it. You see this every day, right? Oh, I went usually in a negative sense. Oh, I went

00:46:01.600 to, you know, Olive Garden and the service was terrible. No offense, Olive Garden. I mean,

00:46:05.580 I don't, I don't eat at your place, but I'm just using this as an example. Your service might be

00:46:10.060 great. I have no clue. But my point is you see it, right? You see how many negative things do you see

00:46:16.180 about other businesses on Instagram or Facebook a day? 10 minimum. Personally, I see 10. I see one

00:46:23.220 positive. Your goal should be to overwhelm that person with, with, with care, overwhelm that person

00:46:29.880 with value, overwhelm that person by going the extra mile in every way possible to where they

00:46:35.760 have no fucking choice, but to go on the internet and say, wow, you guys will never believe what

00:46:43.100 just happened. If you can do this, what I just said, this last point, you, there is no limit to the

00:46:51.560 amount of success that you will have. All right. And this starts with showing appreciation. It starts

00:46:56.760 with, you could tie this into basic manners. If you're a retail store, this could be holding the

00:47:01.720 door open for someone when they come in and walking the product out for them when they leave.

00:47:06.960 Okay. If you're in a service business, this could be something as simple as you calling them up

00:47:12.740 personally, the CEO or the sales guy and saying, Hey man, really quick. I don't want to take up much

00:47:19.880 of your time, but I just want to thank you so much for our business, for the business that you've given

00:47:23.700 our company. You know, um, we work really hard to do a good job and I want to make sure that

00:47:28.480 you've got everything you need. Is there anything else I can help you with right now? Doing it

00:47:32.600 yourself, not having some motherfucker that you hire, hire from fucking cat man, dude, to call

00:47:37.480 them up, you know, not having an automatic response email. Come on. Thank people. Yes. Dude, doing a

00:47:43.360 half ass is worse than not doing it at all. Yeah. By the way, that's a whole nother thing. But guys,

00:47:48.540 how about writing them a handwritten thank you card? And some of these guys are like, Oh, I do

00:47:52.620 thousands of transactions today. Well, is it not worth? Think of the opportunity that you have

00:47:58.120 thousands of transactions today to grow your business by figuring out a way to get that done.

00:48:02.980 Don't print it either, dude. Cause you look like a half asser, right? You know, but dude,

00:48:07.380 figure it out, figure out how to thank these people, figure out how to provide value and appreciation

00:48:12.100 for them. And you're going to basically put that wow factor that we're talking about and getting them

00:48:18.000 to go out and spread this message everywhere on steroids. You know, you're putting it on fucking

00:48:23.040 turbos, man. That's what our goal is. Our goal is to get people to walk away. You're thinking right

00:48:28.360 now, if you take nothing else from this podcast, how can I do such a good job to get people to post

00:48:34.560 about it? And, and this does not mean ask people to post about it. All right. I see a lot of that

00:48:40.740 shit too. And you know, people, Hey man, do you mind making a post for me? Uh, I will. If you do

00:48:47.500 a fucking good enough job and making it awesome for me. Yeah. But otherwise, no, you're cheating.

00:48:52.800 Don't cheat. Try to win the game without cheating. And if you could actually win the game without

00:48:57.640 cheating, you money is not going to be a problem for you. My friend ever. We were talking about this.

00:49:03.260 We were going over our notes for this podcast and you did mention that there are people who have

00:49:07.700 said to you before other business owners, Andy, I like, I like the sentiment of, you know, for

00:49:13.100 instance, handwriting, personal cards, but dude, that is just not super efficient. That is like a

00:49:19.200 time sucker and not efficient. What do you say to them? Value is created through the inefficiencies.

00:49:27.520 Value is created through the inefficiencies. Value is created through the inefficiencies.

00:49:34.580 Get it. Things that people know take effort matter far more than things that people know are

00:49:43.220 efficient or it's just a check that you wrote or it's just, uh, you know, something you bought for

00:49:49.480 them. Dude, it's the, what do you appreciate more? Somebody who fucking hand drew a mural of your

00:49:56.900 company's building or somebody who, uh, had a photographer who, who came by and just snapped a

00:50:02.080 picture. You're both cool. You're both like, Hey, that's really nice that you did that. But dude,

00:50:06.460 I'm going to tell you which one I'm posting online. I'm posting the picture that dude came

00:50:09.900 out and spent his time because time is everybody's most valuable resource and everybody knows that.

00:50:15.240 So when you take a little bit of your time to do something that's inefficient, there's tremendous,

00:50:21.040 tremendous, tremendous value in that. And people just miss that point. They think that they,

00:50:26.860 most people think I'm going to send the guy to take a picture because it's good enough.

00:50:31.040 Well, dude, the idea of good enough is the reason that you aren't where you want to be.

00:50:35.200 You know, the, get rid of the idea of that's good enough and start thinking,

00:50:39.040 how can I get people to say, Holy shit, you follow me?

00:50:43.780 Absolutely. I totally follow you. I'm just, I'm, it's a mentality. You're dropping some deep stuff.

00:50:48.980 It's a mentality. It's a mentality. You know, the, what's keeping you from being where you want to

00:50:54.080 be is not the man. It's not your job that you're in. It's not anything. It's your mentality

00:51:00.520 of doing just enough. It's your mentality of doing

00:51:04.840 the job, but not doing the job right. Like we talked about not taking every single opportunity

00:51:13.180 that you have and making a tremendous value for somebody or making a tremendous effect for somebody

00:51:19.420 or making somebody say, my God, these people are awesome. All right. That's, that's what we're

00:51:25.800 talking about. And that's, what's holding people back. That's what whole business is back. It's

00:51:29.180 what holds individuals back. It's what holds everybody back. Andy, I love your analogy when

00:51:34.860 it comes to customer satisfaction. Well, I mean, dude, that's the, that's the funniest thing.

00:51:41.440 And, uh, you know, a lot of people are like, you know, Oh, I've got a 99% customer satisfaction

00:51:47.460 rate. Oh, really good for you. That means 99% of your customers. You did the bare minimum to

00:51:54.660 not piss them off. Good, good job. That's the point. That's I'm glad you brought that up,

00:51:59.600 dude, because that is exactly the mentality. Oh, we've got 99% customer satisfaction ratings on,

00:52:05.220 um, satisfaction.com. Really? Good for you. You didn't piss. You only pissed off one out of a hundred

00:52:10.960 people. You see what I mean? Right. What's your loyalty? What's your loyalty percentage? Right.

00:52:16.480 What's your, what's your word of mouth percentage? What's your retention? Those are the numbers that matter.

00:52:20.860 How many people out there are actively advocating for your brand? I mean, that's, that's, that's

00:52:25.340 way beyond just being satisfied. Exactly. Yeah. And people just look at it wrong, man. They look

00:52:29.900 at it as if the world's such a gigantic place that they can constantly recycle customers over

00:52:35.000 and over and over and over and over again for life. And you used to be able to do that back

00:52:42.120 when there was no Facebook or Instagram or Twitter. You could do that. You could live in

00:52:48.000 New York or California or one of these places where there's a shitload of people. And if

00:52:53.360 you got big enough, you could advertise to the whole world and you would never run out

00:52:57.040 of customers because people could not communicate the results of what it was that you were doing.

00:53:02.980 Was this company actually providing value? Was this company actually solving problems? Nobody

00:53:07.380 really fucking knew because there was no way to like checks and balances the whole thing

00:53:11.900 other than like maybe the 10 people you personally know. So it was really slow. You see, but now you

00:53:18.280 can't do that because if you're one of these companies that thinks you're going to recycle

00:53:21.840 customers over and over and over again for life, you're going to be out of business in a year,

00:53:27.160 dude, because social media, man, I could post right now on my social media and I have a reach of over

00:53:31.940 a million people. You know what I mean? Between all between my Snapchat, my Instagram,

00:53:37.120 my Periscope. I dude, I have a million people knowing fucking one minute. And there's a lot

00:53:42.100 of people. There's a lot of people who have way more reach than me. You know what I mean?

00:53:48.240 Absolutely. Yeah. You're not thinking it through, man. Yeah. So let me go back at something because

00:53:55.440 I would love to hear what you have to say about this. So I used to think that people like, well,

00:54:01.840 John Wooden, I used to think John Wooden was an exceptional coach or Steve Jobs was an exceptional

00:54:09.260 computer pioneer or Muhammad Ali, exceptional prize fighter. But the way that I see you telling people

00:54:16.460 to approach sales is that the better way to think of those people is John Wooden was an exceptional

00:54:23.880 person who chose to go into coaching. Steve Jobs, exceptional person who chose to go into computing.

00:54:31.720 I don't know who the third, Muhammad Ali, exceptional person who chose to be a prize

00:54:38.320 fighter. What you, when you talked about being a resource and doing the right thing and all

00:54:43.220 of that, I translate that basically into you saying, dude, don't just be a salesperson,

00:54:49.320 be an exceptional person who does sales.

00:54:54.400 That's why I call it the do the right thing economy. You know what I mean? It's if you're not

00:54:58.480 doing the right thing, people are going to call you on it and you're not going to buy from

00:55:01.260 you. People are going to, you're going to ruin your name. And if you do the right thing,

00:55:04.980 you're going to create more business. You're going to create more sales. You're going to

00:55:07.660 create more opportunities, you know, and sales has such a bad name because there's so many

00:55:12.940 of these people out there that do this, you know, here's how you prospect. Here's how you

00:55:20.020 get people to psychologically agree with you. Here's how you blah, blah, blah. All under the

00:55:24.840 basis of like, what am I going to sell them right now? And it doesn't matter what they think

00:55:30.480 a week from now or a month from now or a year from now. And I'm going to tell you right now,

00:55:33.640 if you're in that thinking, that shit is over. Social media ruined it for all you people.

00:55:38.200 If you're one of these snake oil motherfuckers out there trying to sell people all this bullshit

00:55:42.860 because you think that, you know, you're trying to make a paycheck for yourself today. Dude,

00:55:46.940 your days are done. The people who are going to win from now on are going to be people who

00:55:51.120 provide value, who provide solutions, who make people say, wow, that was a great experience.

00:55:56.780 Who make people say, wow, Vaughn, Vaughn diesel was an awesome dude. He really took care of

00:56:02.220 me. You see what I mean? Absolutely. It's long-term man. And the funny thing is, is this is like the

00:56:08.180 catch 22 of the whole thing is that the people that don't do this the right way, they're trying

00:56:14.080 to like get themselves out of work, right? Because it takes work to do what we're talking about.

00:56:20.060 Am I right? Absolutely. All right. So you got, it takes work. And so they're trying to like

00:56:23.780 get out of work to make a sale today. So I'm going to try to like, you know, not, I'm going

00:56:28.520 to try to ask, ask them yes or no questions. I'm going to try to like make them think I care

00:56:32.320 without actually caring. It takes a lot less effort. Actually it takes zero less effort. It's

00:56:36.960 just, um, their mentality. Like I'm trying to get out of work mentality. Right. You know what I mean?

00:56:41.900 Right. But here's the funny thing. And this is the, this is the like catch 22, the situation

00:56:47.380 when you put the work in now and you create those relationships. Now those same people that you build

00:56:52.120 those relationships and friendships with that buy from you are the people that go out and sell for

00:56:56.420 you in the real world, which ultimately creates what less work for you. Right. Right. And I know you

00:57:04.980 will. So you could always say, like I always say, you could pay the price now, you can pay the price

00:57:08.360 later. Either way, the price getting paid. Yeah. Yeah. And I know you well enough to know that you're

00:57:14.580 not against practical training and in different sales techniques, but to me it's, it's like, um,

00:57:22.160 well, those things are instruments. If you put a guitar in my hands, I'm going to make lousy music.

00:57:27.880 You put a guitar in Eddie Van Halen's hands, he's going to create magic. Okay. And it's the same way.

00:57:32.960 I mean, a lot of those things are very helpful, but if you're a crappy person, they're not going to do,

00:57:37.020 they're not going to do you any good. Right. But, but to that also, I, I, you know, if you put in

00:57:43.480 40 years of guitar playing, like Eddie Van Halen has, you'd be fucking good too. No, it's true.

00:57:48.040 So let's talk about that. You know, just if you're one of these people who has always thought about

00:57:52.660 it, like, Hey, I'm going to like get, you know, like a lot of car people are like this, like, Hey,

00:57:56.880 I gotta make my fucking margin today. Every car needs to stand on its own. You know, I got to make

00:58:00.780 dollars about this. You know, that's why people have, that's why you have the reputation our car dealers have,

00:58:05.580 you know, but you could change, you know, you could put the work in, you can, you can admit

00:58:11.520 to yourself and look in the mirror and say, you know what? Instead of saying, Hey, fuck you, Andy,

00:58:16.240 you're blah, blah, blah. I get defensive. You can say, you know what? I can be better. I can do better.

00:58:21.940 I can become a better person. And I see how it'll help me sell more product. Promise you guys,

00:58:26.240 you put some faith in what I'm talking about here. You're going to see 10 fold results. What you're getting

00:58:29.900 now. I can work hard and become Eddie Vaughn Halen. Eddie Vaughn Halen. I like it. I like it.

00:58:37.740 Listen guys, if you want the show notes for this episode, just go to the MFCEO.com forward slash

00:58:47.640 P24. And it goes without saying, visit the website, the MFCEO.com. There's all sorts of

00:58:56.340 show notes from different episodes and there's links to the do it anyway tour. And I know we've

00:59:01.020 been saying this, but we're getting closer and closer. We're going to be posting some great

00:59:04.860 resources up here real soon. Guys, you know, before I close it out, you know, I try to keep it. I don't

00:59:11.080 know. What are we at Tyler here? About an hour. Okay. I try to keep it at like an hour. All right.

00:59:17.560 We could go on and on and I will, we'll bring more information on here, but guys, I want to take,

00:59:21.260 instead of just closing out and saying, Hey, it'll be fucking great. And tell you guys go out and do

00:59:24.900 shit. Let me, let me just appreciate my, express my gratitude for what you guys are doing for the

00:59:31.100 podcast and what you guys have done for my business. Um, I can't, I can't explain to you

00:59:38.800 how awesome it is to see people resonating with the information that we're putting out here. I mean,

00:59:44.140 I know I curse. I know, you know, that's just the way I talk and I know it's not for everybody, but,

00:59:48.620 um, you guys have taken an idea that we had six, eight months ago and made it into one of the top

00:59:56.320 podcasts on iTunes. Um, I see people doing all kinds of cool shit, you know, uh, and adopting the

01:00:02.620 motherfucking CEO lifestyle, which is, Hey man, I'm going to stop making excuses. I'm going to take

01:00:07.680 responsibility for myself and I'm going to be a fucking boss in my own life. And that's what we

01:00:12.460 want you guys to do, you know? And, and this mission that we have is not a mission of, Hey,

01:00:18.900 let's, let's make a little debt. No, we're trying to like turn around society. Okay. Because if you're

01:00:26.160 like me and you're listening to the show, you probably agree. And if you listen this long,

01:00:29.760 I know you agree that we're all sick of the fucking entitlement. We're all sick of the fucking

01:00:35.460 bullshit. We're all sick of the whining. We're all sick of the, you know, I get a trophy for 20,

01:00:42.460 fifth place. We're sick of it. That's not what America was founded on. That's not what

01:00:47.000 our, what we're about. That's not what I'm about. And I guarantee you, that's not what

01:00:50.480 you're about. And so guys, we're, when we put it in perspective, man, we're trying to

01:00:57.140 turn around, like we're not trying to turn around a speedboat, you know, we're trying

01:01:01.700 to turn around a fucking ocean liner and it just takes time, but it's cool because I see

01:01:06.160 it spreading. I see the message spreading and that's on you guys. And I, I just want to say

01:01:10.660 thank you guys so much for everything that you guys have done and, and the support you've

01:01:14.260 shown us and, uh, you know, the positive reviews that you're leaving us on iTunes. Uh, it's

01:01:19.060 a huge deal for us and I appreciate it. And guys, I just want to say, man, I'm, I'm just

01:01:23.100 proud of everybody for, for, uh, joining up. You know, it's almost like a, like a mission,

01:01:27.920 you know? And I feel like we're joining up to, to solve a problem that we're all fucking

01:01:31.160 tired of. So thank you guys so much for the support. I love you guys. And we'll, we'll catch

01:01:35.420 you next time.

REAL AF with Andy Frisella - November 03, 2015

The Fine Details of Sales, with Andy Frisella - MFCEO25

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