Latest / OneLegUpAlex Media / Benjamin Brown Explains Why Selling Your Brand Will Give You One Leg Up 5-1-24

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Benjamin Brown Explains Why Selling Your Brand Will Give You One Leg Up 5-1-24 · OneLegUpAlex Media

0:00
Here's your host, Alex Darren. We've been talking about small businesses on one
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leg up because I believe in talking to CEOs and those in the industry who
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have gotten one leg up in whatever field they might have. And Benjamin Brown
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comes in and he's on my next guest. Thanks for joining me, Ben,
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welcome, glad to be here. Sir Ben comes and says, Okay,
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now you have the one leg up. Now how do we sell your
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business and make it profitable? Right? That's kind of where I want to
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start with you tonight. Absolutely, you take it away out, So tell
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us how you know someone's established, right and now they wanted to start selling
0:37
what they've created. How do you come in and support I know you've been
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an entrepreneur for about for many years now, right, Well, the main
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thing I teach in and what we want to go through is like the simple
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steps people can generate or start working or understanding sales in a simple manner in
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this call. So it makes it simple for people to understand the sales is
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simple, but it's not easy. And where the not easy come in is
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the work that you need because sales is a skill. It is his own
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skill that you can actually elevate your business, or you can just use that
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skill to make your own employment or your own career in life. Really,
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so, let's say there's someone that's actually gotten investors already to help them build
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the business. Do you recommend going back to those investors? Okay, well,
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how do you help me grow it now? Or do you look for
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new leads? Well, when it comes to leads, you're talking about investors.
1:34
Everything in life is a sale pretty much, even when you're a child
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asked to get picked up by your parents, you're selling them. You're closing
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them right, You're trying to get them to move. And so when you're
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working with either with investors, you're pitching your products, you're at seminars,
1:53
or you're doing shows, everything around your business is pretty much sales. And
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that's where HR and accounting covers the other things on the back end. But
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most businesses are run purely by sales, and a lot of people don't have
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the knowledge, but they do a lot of marketing and they able to get
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by. Well, now, how about how small a business does that mean?
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Like, do you have to have people that you hire to help sell
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it or can you sell it yourself as an entrepreneur. Well, the main
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thing is that when you get more into sales, it's hard or difficult to
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hire salespeople if you don't know sales. So one thing a salesperson can do
2:36
is get a job, doesn't mean they'd be able to sell your product.
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So that's why you have a lot of businesses that have turnover or high turnover,
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which is very costly time wise and money wise when it comes to small
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businesses. And so how do you come in at Benjamin and help them save
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money and time if you will? Well, mainly I analyze the business.
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There's many facets and sales when it comes to businesses, from the technical side
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to your performance on sales to the meaner to your your process. Right,
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what is your sales process is what I teach. When somebody comes into your
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company, walks in your door, sends you an email, calls you,
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what do you do and what do you say? And how do you process
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that information? Is your sales process and it should be rep repeatable where you
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can walk away and it can run on its own, or you can hire
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somebody and train them on your process and move on to other things in your
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company. And that's what's pure growth. Is about when it comes to growing
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your own independent company. I've gotten a booked you because also you know,
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this is a podcast, so I want to know how podcasters can make this
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a monetization monetized, you know, not just a hobby but something you actually
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make a living. How do you do you help podcasters as well? Well?
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When podcasters go in, it's generally based on what you want to accomplish.
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What is your product or service in the beginning, because some people are
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just informative when it comes to podcasts, some of them want to actually make
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money on it. So there's many ways to do that. Main thing is
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the communication with how you want to do that face to face, person to
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person or email to email, And the same thing is how you present that,
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how you how what is your process for getting people to actually work with
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you? And I actually sometime pay you right right? Well, you know,
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as an affiliate marketer, I try and find the get find that groove,
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and that's very difficult. The affiliate marketing is is something that's popular,
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but is it a successful bed. I'm not done affiliate marketing. When it
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comes to that main thing, when you're dealing with affiliate marketing, it's kind
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of like referrals, you're asking somebody, you're selling somebody else's product taking a
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percentage? Is that correct? That's exactly correct, and then it's tough to
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even get them to buy E Hummer. So there's just a lot. And
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that's why I always think of the handshake deal. And that's right. We
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got to work on closing the deal or getting the handshake deal to begin with.
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So let's say there's a business owner who is established, but they've not
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gotten the handshake deal yet. Where do you come in and say, Okay,
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I'm going to help you get that handshake deal. You're looking for.
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Sales is about performance, so we understand how are you going to communicate with
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that person. In my book Masteryard to close in the sale, I have
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ten steps that you need to go through to get a sale. Not all
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businesses need all ten, but every sale has ten steps. So mainly educating
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yourself on what that process is initially will help you and your communication skills convert
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whatever you want to convert. It's same thing. If you're married, you
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have children, it's the same type of deal. You're getting someone to move
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right, You're not do it through coercion or you're trying to rip them off
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because most people have sales as a negative connotation. It's to get them to
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move, to help them with something that's beneficial for you and also them.
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Makes sense, Yeah, but it does make sense. For the delay,
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it does make sense. And you know, I want to talk about leads
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because we often talk about leads in sales and even just as a podcast get
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you know podcast booking, Right, there's a lead to possibly get a guest
6:16
on the podcast, and how do we make a cold lead come alive?
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And anybody listening to this might want to know that because maybe they're nervous or
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they don't know how to do that to make that cold lead come a lot.
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You said nervous and you said that, so sales. Eighty percent of
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sales is confidence. So when working with a client, most of the time
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I have to get their confidence up to understand the rejection that you have to
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go through if you're going to go through a sales process. And most people
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are not willing to take rejection. So that's why they're afraid of sales,
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because it's just part of the process that you're doing. It's a numbers game.
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So in the beginning step number one from the book is getting prepared.
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And most people, when you say anxious or whatever, that means you're not
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prepared, and that means you're not going to show up one hundred percent with
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your product or service. You still might get to sale. But when you
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calm those down, you become more very confident in your product and confident in
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your process. That goes away and it gives your ability to make more calls
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and make more sales. All right, let me ask you this because I've
7:20
been learning today. So for instance, I was trying to work with someone
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on the ground level and I'm trying to get to this gala for New York
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City and I entered the executive director of the company and I went right to
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the executive director. Going right to the top is not always easy, but
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is that effective when you go right to the tops that I've tried to deal
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with the middleman? Absolutely, that's called connecting, relating, and make sure
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you're talking to the person that's qualified. Who better to do that than the
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make the decision is to CEO. So by doing that, kudos to you.
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And that's where a lot of people started their career, is by not
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being afraid to go directly to the top the decision maker to do it.
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So good job. But for those that feel hell back all, I can't
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deal with the ones and the ivory tower. If you will, how do
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we remove that? I know you kind of talk about it, but this
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is dealing with more than just making the sales. This is now making that
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connection with the higher up. How do we calm our nerves and do that?
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From your perspective, Well, I give you an analogy. There's what
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we call dating coaches, right, people that you want to go out and
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you want to go out and do approaches to people in real life. It's
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the same type of deal your fear. I mean, it's no such thing.
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It's just humans. I tell people, it's just another person. They
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go through the same things you do, no matter whether they have money not
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money, lambeaus, boats, jets. There's still really people. And when
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you meet higher up people on a regular basis, you realize they're the same
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just like you. They have fears, they have all of these different things.
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They've just been a little bit more successful in what they've done. So
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you know, once you start to understand that you can actually community with anyone
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and don't have that fear to do it. So the main thing is teaching
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people that because most people don't understand what that is. Ben you've been doing
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this for twenty years. Where do people stumble the most that maybe went into
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your writing of this book. They start because they assume the first rule in
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sales is never assume anything, and so they think they have a great personality,
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which means they can sell, which is good. But you still need
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to have a process so you don't assume it's all rule out by question.
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So the difference between a good and a great salesperson is the number of questions
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that you ask. So if you can ask good effective questions, that is
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the beginning stages of learning was to become a good salesperson. Have you found
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those who started a business so frustrated that I cannot I have to not only
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market my product, but now I've got to go out and sell it.
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I mean, it can get frustrating to be both roles, can it?
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Well? The main thing I work with individuals. The concept that I deal
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with them is that you have to like a love the product that you're doing.
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If you don't like it, love it, leave it because you're going
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to have to go through the hard times when it's like marriage or anything else,
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it's not going to be easy. So if you don't like or love
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the product that you're represented, it comes through in your voice, your message,
10:20
and how you promote yourself. So you know, if I gave you
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snap my finger and gave you, hey, here's a cure for cancer and
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it works one hundred percent, you would go out and scream it all day.
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You wouldn't care who turned you down because it's something that everybody needs and
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you know it's a valuable thing. So where on the scale is that is
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your product? Right? You should be able to walk out every day and
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say, hey, I have this product. Hey, I have this product.
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It's the same kind of deal. But most people don't understand that concept.
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They think that I build it and people will come. You have to
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be more proactive and that's the way it used to be, and that's the
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way it is. Sales hasn't changed since the dawn of time, and the
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only thing that change is the tools that we have Now. When I started,
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we didn't have computers, we didn't have cell phones, so you know
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that's telling my age. So you know, you had to get on a
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regular phone, You had to call people and all that kind of deal,
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and then computers came in. We didn't like computers to slow this down because
11:20
we wanted to connect keep talking to people. Now you can barely talk to
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a regular person, right, You have to go through messaging and all this
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kind So imagine if you can cut through that and just get directly to your
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client one on one, what advantage you would have rather than trying to use
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all these other tools trying to reach your potential client. Now I'm kind of
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talking here as a content creator, so I'm thinking I'm a creator, but
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I also want to keep growing my content while trying to market it. And
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do you find people have a struggle being that creator and marketing it. Maybe
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I'm asking the same question again, but I just yeah, well, what
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are your thoughts on that being the creator but also marketing your creation? Holding
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it? You're talking baits on around of marketing. So when it comes to
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distinction, I want to educate people on this is a difference between marketing and
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selling. Marketing and content. Creation is giving people the observation that you're there,
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and then when they start to reach out to you, like your sponsors
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or something like that, is when it actually comes into your sales process,
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So it's a two different things. So contrect creating is about you know,
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doing that making observations where people will do something like you or click you right.
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Marketing is the same thing that's people aware, but then when it starts
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asking them to do something like click on this, go here, call this
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number is when it starts going into sales. So it's two different things.
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All right. Let's say maybe someone has tried to sell the product and they
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maybe got a client to buy it, but then they lost that client.
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Does that discourage people when they lose someone and they're not really ready to go
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after that next one because they're afraid. I guess that happens too, right,
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when people lose a client, they're often all right, well, I
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got to do it all over again, and how do you get them through
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that? Well, your confidence understanding that you're not going to be one hundred
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percent. I've done that where I've actually had the same situation done. But
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the step number ten in the book Mastery articles in the sale is to generate
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not the sale, but a referral or testimonial. So I've actually went to
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a couple of times sold someone got two referrals. Two weeks later they wanted
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to return to product, which was fine, but the two referrals they gave
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me I sold them without even any marketing. So just by asking for referrals,
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give your ability to generate more through your business and understanding that happens and
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your customer service. So he actually gave me a testimonial. Had no problem
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returning too, because he gave me twice what he gave me gave me two
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more deals. I lost one, but generated too. So the process will
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set you free so you don't worry about those type of deals when you're in
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business. Well, I was going to say, how do you ease your
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clients worry then that, Hey, you know I'm going to go out there
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and help you sell this. How do you ease their worries so they can
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focus on being the brains behind the operation if you will. Well, if
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you're in business, you're in sales. So either you hire somebody to do
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it or you learn to do it yourself. There is no you know,
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just standing back. There's always a sale going on in businesses, there's a
14:39
sales team background that type of deal to move the product. So to have
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somebody just sit back and just have it go automatic. That's what sales funnels
14:48
and all these kinds of things that came about the last five ten years,
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which work great. That's awesome, it does work. But if you're ever
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going to get face to face or on the phone or something direct with your
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customer, you need to know the language of sales so you can convert them
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as well. Now we talk about middleman, you are actually the the you
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know, the big man, A's three sixty sales consultants. You're the principal
15:13
there. So at three sixty sales consulting, when a client comes to you,
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do they deal with you directly or do you have those maybe if you're
15:20
on one case so you have you have employees that help out in the firm
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as well. No, I'd rather have one on one right now. I'd
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rather deal with them. Because sale is it's an action item, so role
15:35
playing is the key. So I can give you a book on sales you
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could read. It doesn't mean you're going to be a good salesperson. So
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it's an action item, which means that we will role play. We go
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through a number of sessions. It's just like learning how to weld or learn
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how to be a carpenter. You have to go through a small apprenticeship to
15:54
understand. So that way, you don't practice on clients because clients are not
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going to give you any feedback potential clients, right, because you'll probably mess
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it up, But potential clients are not going to grade you on your performance.
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When you go out there, you need somebody to give you feedback.
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That's why you have sales managers or a sales team, right. Or when
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you go into a company, they train you for two or three weeks before
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they put you on the phone or move out to start dealing with customers,
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because you don't want to burn good leads with bad performance. Makes sense?
16:30
It does. And I want to ask you about maintaining because I've been in
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radio for eleven years and I've worked closely with the sales department here in radio.
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Because we kind of work side by side with production and sales, we
16:41
kind of get to know each other's world. So tell me about when you
16:45
have a lineage client, right, when you have a client that's been there
16:48
forever, how do those businesses keep that client happy twenty thirty plus years later,
16:53
and maybe those just starting up now, we'll have a client thirty years
16:56
from now you saying, how how do you keep them happy? Yeah?
17:00
How to keep them happy? How to keep them engage? And a long
17:03
time you know client of yours. Well, the main thing is keep them
17:08
in the loop based upon the performance of what you're doing to outline. You
17:11
make them generational partners and then also make sure that every couple of months you're
17:18
going back to them checking on it and also asking for referrals. Right,
17:22
So the main thing if they're along with you, they know because they're your
17:26
target market. Your best customer is the one you just sold, right,
17:30
So that is your demographics normally, and they know people within their demographics to
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keep moving and you keep them happy in a database and a newsletter and all
17:40
these common things to keep them close to you. So when things change,
17:44
you might have a product along the lines of the same one that you come
17:47
up with years later that might align with them. They already know union normal
17:51
times, you already have the credit card, so it's easier to sell them
17:53
on something new. I want to ask you about the technology because you just
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click something in my brain. You know, oftentimes people would be in the
18:00
classifieds trying to sell their business. Now it's so easy online and the adaptation
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that maybe you as someone that takes in these businesses who are trying to sell,
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is it a game changer? And how do you utilize technology to your
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advantage? Bend to get the clients the business they want. Main thing is
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the database. What technology are you using to effectively go from one call to
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another and follow up? Right? So you know, most people will go
18:30
through these behemoth type sales programs, Salesforce or you know, these big,
18:36
huge programs that you will buy with. You know, your company's only thirty
18:40
or forty people, but you're buying Salesforce, which is normally to handle ten
18:45
thousand employees. Right, Keep it simple, stupid, right, So get
18:49
us get a program, not a spreadsheet that you can work on. There's
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a lot of ones out there you can use with your phone app so you
18:56
could be organized and structure. The main thing about technology is being able to
19:02
be organized database wise, knowing who you talked to last time you talked to
19:06
them, what was their deals? If somebody has to take over the call,
19:10
they can go into that database. They can step right where you left
19:14
off of and keep moving and everything is one concit complete place. Alex the
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most important thing I tell business is your database is your bank. So if
19:23
in your company you had all these different resources, your bank is your database.
19:29
Anytime you need more money, you should be able to go into your
19:32
database and pull out referrals, testimonials, new products. You're an affiliate marketing,
19:37
right, So yeah, I got another product, go back through the
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same database that you just so offer them a new product and just keep moving.
19:45
And that's how business is being done. Do you feel like you are
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a PR person for the businesses you work for or do you let them do
19:53
the imagery or the PR work? If you will, what did you say
19:56
again as that one more time? Do you feel like our public relations as
20:00
well when you try and get your client business or do you let them be
20:03
their own public relations? No, they deal with that. PR is just
20:07
PR. That's a whole different thing. Sales is frontwork, down to the
20:12
ground, bottom of the bottom of the company. Hard work. PR is
20:17
just putting a brand, getting your brand, moving your name things. That
20:21
nature is not really in sales. So it's totally different when you come to
20:23
that. Tell me about if some of your businesses work door to door or
20:29
if they evolved from just the door to door nature of you know, knocking
20:32
and saying, hey, buy my product. How does what approaches do you
20:36
find that your businesses take to sell their business. Well, it can be
20:41
varied, but most of the time you're talking about putting together an email,
20:45
phone calls, incoming calls, outgoing calls, zoom calls, all these different
20:52
type of deals that you're talking about to generate. The closer you get to
20:56
your client, the better off you are with your performance of sales. Most
21:00
people want to sell at a distance from an email. I always many clients
21:03
I don't even know. I'm like, you got the email, Get them
21:07
on the phone. They're trying to sell through an email. You don't know
21:11
the type of demeanor. If they're having a good day, bad day,
21:14
you feel that on the phone. So my deal is try to get them
21:18
on the phone, bring them closer to you, and then close them.
21:22
I mean, most of your competition is doing the same thing. So by
21:26
you changing up and being more personable, you're more beneficial to get the deal.
21:33
All right, I have a feeling you went from corporate America to your
21:36
own business. Is that about right? So were you frustrated with the way
21:40
sales was in corporate America. So you said, all right, I'm going
21:41
to do this on my own and help businesses sort of reinvent their sales way,
21:48
if you're way of saling their business. Well, what I did is,
21:52
over twenty years, take the best of what I've learned to actually comprise
21:56
my own sales process. That's digestible for individual using analogies in their own life,
22:02
music, dating, whatever to make them understand. Because when you learn
22:07
the process, you're doing it in the background of your mind as you're talking.
22:11
So it's a train type skill. So as you do it, you're
22:15
actually judging yourself at the same time, so you slowing everything down. So
22:21
it takes a while for me to get that into people's perspective to understand that's
22:25
what it takes to sell. And once you're able to do that, you're
22:29
actually grading yourself. You become a better salesperson and also you become a better
22:34
communicator in life, I know, communication is key. And do you find
22:38
that funny that you know someone can be the CEO and talk in front of
22:42
a big group, but then they can't make their own sale. Isn't that
22:45
kind of paradoxical? If you will one of the companies I work with is
22:49
in that same type of deal and train them and they did well and they
22:53
still don't like talking to people out lately. So you have introverts. But
22:59
if I could take somebody who's introvert and if they stick to the sales process,
23:03
they will do better than a person that has a great personality because they're
23:07
system based. The other personality person will go way off and they will use
23:11
their personality and won't follow the system normally and have to come back to that
23:15
to keep them straight. So I've dealt with both type of personas and so
23:22
both will work. Both will work in sales. So basically, you have
23:26
to love the product that you're working on enough to sell it or love it
23:30
like or love it, because when I talk to you about my product,
23:33
I got to have some type of enthusiasm in order to get through to you.
23:37
If I tell you, hey, I got this car, it's just
23:41
crap, and you know it's like it's just it smells, and you know,
23:47
do you really want to do you want to buy it? No?
23:49
Right? Let me ask you when a client, when you have someone that's
23:53
trying to sell it, and then you know, maybe they got the deal,
23:57
but the money's not come in yet. You know, getting that money
24:00
and collected is a big part of the sale. So did do you teach
24:06
that kind of confidence? Okay, well, now you got to ask them
24:07
for the money. If you say that to deal, that's step number nine.
24:11
That's called pricing terms. So if you've got a problem collecting money,
24:15
it's basically your problem. You haven't set it up properly where you don't have
24:18
that issue. Your terms are wrong. So you need to make sure that
24:23
you set the terms because people have various You're the one who facilitates the product.
24:29
You dictate how you get paid. So for example, I work in
24:34
a limo business. My company is a limo One of my businesses is a
24:38
limo service. You pay me all up front. I don't deal with anything
24:41
on the back end. That's it. So if you can't do that,
24:45
it's very rare. Only about three percent of the time. I might do
24:48
payments or something like that nature, but most of the time, you pay
24:52
me upfront. I don't deal with that type of issue, and I set
24:55
that other people will work on. I'll pay get paid afterward or something.
25:00
So you know, don't deal with that. So if you start seeing problems
25:03
with that, you probably need to change your price in terms. Well,
25:07
that's an interesting step to look at price and terms. Now, Ben,
25:10
we're talking about Benjamin Brown, and I'm so glad to have you on today,
25:12
Ben, to talk about all this because we just got through tax day,
25:15
right, So some business might be feeling the pinch with taxes. And
25:19
I know you probably don't deal with that part of it, but maybe there
25:25
are a lot of discouraged entrepreneurs out there because they see their taxes and they
25:29
see the art work they're putting in their business. How do you soldier own
25:33
after tax day? If you will and keep selling your business no matter how
25:36
much taxes you have to pay on it, if you learn how to properly
25:40
sell. It's an adrenaline rush because it's something that you do as a performance,
25:45
like being a stand up comedian. It's like doing something on Broadway,
25:48
like a perfect play at a night time. I mean, that's what it
25:52
really is. And now that's why a lot of people love to do it.
25:55
It's an addiction to get into sales. The money will come. If
26:00
you like a love what you do, the money will come. And so
26:03
being persistent by that and understand it takes a little while. Everybody's sold on
26:10
entrepreneurship over the last ten years, but a lot of people don't know what
26:12
it truly, truly means, very true. All right. I got to
26:17
ask you this because I feel like you probably deal with companies that want to
26:19
be fortune five hundred overnight. Now that's not going to happen for a small
26:23
business right away. But do you find small business can become that fortune five
26:27
hundred if they work hard enough at it? Lightning in a bottle? Most
26:33
of the time, people come from corporations or they come out of college,
26:37
and they handicap based upon how the real world really works when it comes to
26:41
entrepreneurship. And so you know to find that if you watch Shark Tank,
26:47
you know you see all of those people very few. I mean, it's
26:49
just a lot of work and people don't understand. Now I've got to ask
26:52
about Shark Tank. Are you screaming at the television when you see that?
26:56
Why are you selling it this way? You know, I look at it.
27:03
It is humorous to me. But you know, they come out and
27:06
the last couple of years, they're better trained, they have a platform,
27:10
they know what they're gonna say. See those guys are really wanting money.
27:14
So they come out. They're very they know what they're going they have a
27:18
platform they do, and they know the process, they know what they're gonna
27:21
say. They add humor in there, they know their numbers. All these
27:25
type of deals you have to do when you're going in there. So it's
27:27
the same thing. You got to know your price points, your break points,
27:30
can you do a discount, all these different type of tools you could
27:33
use in your sales process. So once you understand all of that and all
27:37
the nuances of it, and then you add tonality in there and then your
27:44
pace, all these different deals like I would talk to somebody from New York
27:48
differently than I would talk to in Texas. All these type of deals that
27:52
you could do. It's a whole feel within itself, and that's why there's
27:56
some people at sales making more money than the CEO. All right, so
28:00
let's talk about statistics, because every company that wants to buy a product or
28:06
investment in it wants to know the numbers. And so do you work with
28:10
your client to get the most accurate numbers or do you leave that up to
28:14
them to when they're selling the accurate numbers. What does that mean? Elect
28:19
the most accurate numbers of how much you've sold so far in your inventory?
28:23
You know that type of thing. Would you call it book for that?
28:26
You got to know where you are, to know where you're going, and
28:30
so being able to do that one of the best companies I did. Your
28:33
stats were always on the wall for everyone to see how many calls you made,
28:37
what was your connect time, all of these things. Because sales can
28:41
be measured, marketing cannot. You can put a million dollars into marketing,
28:45
you can estimate how much money you're going to get back in sales. You
28:48
can tighten that up knowing that your closing rates three percent six percent is going
28:55
up to nine percent. Everything is matched by numbers when it comes to sales.
28:59
That's why I love it because it's not fake. It's real. When
29:03
I make people money, it's real money. It's not I think we're gonna
29:07
make money. It's like less close more deals. If you have the potential
29:11
of clients coming into your your realm, all you have to do is sell
29:15
them. So you have a process in place to do that. So it
29:18
gets exciting to that point. Because it's a performance based type skill all right,
29:25
A lot of people just settle for the customer service job with the right
29:27
bind of desk with the headset turned on. But that that's not as rewarding,
29:33
is it as an actual sales gig where you're actually selling a product?
29:36
I mean, it doesn't seem as rewarding. What would you say to those
29:40
that do that? And are they are they selling uh you know something real?
29:44
Or is that? What are your thoughts on that? Like, Hey,
29:47
most people come into their job doing their job customer service, graphic design,
29:53
accounting, bookkeeping, text poured. They come in sales is. Especially
30:03
if you're commission base. You come in every day having to prove or write
30:07
your check every day. You're the only one that come into that building knowing
30:11
that you have to perform. You can't come in and be at the coffee
30:15
machine and hanging out and doing all that other stuff. You really your job
30:19
is to go out and sell. So that's why when you have these conferences
30:23
or you have a Christmas party, you'll notice that the salespeople are normally backed
30:29
by the bar because they're very outgoing. They've spent a lot of energy all
30:33
day long because they have to. They cannot perform unless they're at their best.
30:40
And so that's the difference between salespeople and everybody else at the company.
30:44
They have to write their check normally depending on how the pay is set up.
30:48
Right, all right, So in your twenty years, has there ever
30:52
been someone that made you proud, that became a salesman, that made you
30:56
proud? Oh? Every day. I have my nephew. I have my
31:00
godson that I've taught who read the book and started utilizing the things that I
31:04
taught. I was there when he was born, my son who is nine.
31:08
I teach my children when I go up, ask questions, well can
31:12
I get something for less? You know, I start teaching my children from
31:17
a younger age what sales is about, and I always teach them, you
31:19
to the price is never the price. You can always negotiate everything. Everything's
31:25
negotiable. So once you realize that, you realize that you can control a
31:29
little bit more of your life by learning the skill of sales. Always talk
31:33
to people, never be in Willie. So those are the things that you
31:36
know, I do. So my my family, my nephew, my godson,
31:41
and my children just just taking some of the things they see that I
31:45
do. When I'm out or something like that. We'll go to a market,
31:48
they'll see that I'll ask for a better price. They'll do so they
31:52
able to negotiate. So it's trainable to children as well, the art of
31:59
selling. And I feel like it could actually be the way of life,
32:01
right, So if you make a right sale, it'll actually help you advocate
32:05
yourself in the medical when you're at a doctor's office. I mean, it's
32:07
all relatable. That confidence that you get from becoming a salesperson can trickle them
32:12
into other parts of your life. Can absolutely when your marriage ends, it
32:16
means that you stop selling. So there you go. And I just think
32:22
of it, you know, as someone who might want to sell this podcast
32:25
more and get more people on board with it, you know, in my
32:29
home and my health stuff too. To be personal here, advocate for what's
32:34
right in the doctor's office. I feel like that's interrelated there. Yeah,
32:37
you have to know where you're going. Main thing about sales is being able
32:42
to know exactly where you're going before they do, and then being able to
32:45
ask questions that will open them up based upon what they need, want or
32:50
will use. And that's one of the key points, you know, over
32:53
the overlay of the sales process. It can it gets more detailed than that,
32:58
but that's pretty much of it all, right, in your twenty years,
33:01
did anybody surprising like that was the introvert that became the extrovert? Yeah.
33:07
I worked with one client one time that started and they just refused.
33:10
They would just like and I had to, you know, build a confidence
33:15
up for weeks for them to finally get on the phone, and we always
33:20
market marked down how much progression they made, and in two and a half
33:25
months they generated an extra one hundred and seventy thousand dollars through that time.
33:31
Shocking because they were doing a regular job, but they wasn't selling. Talking
33:37
to somebody and selling. It's two different things. I feel like this generation
33:42
is sort of like the they give me generation, but they kind of know
33:45
how to fight for their worth. And do you find that in this generation
33:49
as well, that they're sort of asking for what they want more than maybe
33:52
before. I haven't, I haven't checked in fully on this generation that's coming
33:59
out now see what we see. But they're surrounded by the easier things in
34:05
life, and so you know, back in the days people used to go
34:08
door to door sales was hard. Now people think that they become, you
34:14
know, instead of firemen, they want to be you know, they want
34:19
to be YouTubers and all this type of deal, which each generation have those
34:22
type of deals. But they see a lot of success. I mean all
34:28
the time. Everybody just puts their best foot forward, and that's not really
34:31
what life is about. And so a lot of these children are going to
34:36
have to face life and everybody cannot be successful. And so in the next
34:42
five ten years, you're going to see a lot of people that's going to
34:44
realize, hey, I've been sold the wrong thing because social media actually tells
34:47
you everything's okay, everybody's doing good, everybody's making money and all this kind
34:52
of stuff, and that's not really what's going on. All right, in
34:57
your twenty years, there were two catastrophes I can think of financial that you
35:00
know, probably change your perspective on selling. I don't know, but the
35:04
seven eight crash and then the pandemic. Did those things change your style of
35:09
selling or or whatnot, or teach a different way? No, not really,
35:14
because I would I try to keep it simple. You don't change.
35:17
It's just structure, and knowing that structure got me through the pandemic. It
35:22
got me through everything else. So the main thing you keep trying to change
35:27
or try to acclimate towards something. Most businesses that come to me and say,
35:30
I don't know if you can work with us because we do this,
35:32
and I'm like, I don't care what you do. I don't care what
35:35
you're selling. We're doing this same thing because I'm gonna have to take the
35:39
person who has an IQ of fifty or a person IQ of one thirty and
35:45
teach them all the same way. That's the way you want it. Keep
35:47
it simple, stupid makes sense. It does, And I'm glad that you
35:52
are not having a little man when you deal with the three sixty substance.
35:57
Only it's just you, which which is great because I think people need that
36:00
and it seems like you give them that reassurance when they talk to you directly.
36:05
That's what you need when you deal with a coach. It's not like
36:07
theory. You got to have somebody that gives you the introspective on a regular
36:12
basis to guide you through the hard times of knowledge of trying to transcend into
36:16
something new. When they first try and sell their business at what you know,
36:22
how much would you say, they have to have in the bank,
36:24
if you will, monetarily before they start increasing that bank. All that varies.
36:31
Wow, it depends on what you're doing. There's so many answers I
36:37
can give to that, depending on what type of I mean, you could
36:40
start off affiliate marketing. You know, you can start off with that,
36:44
maybe around two thousand dollars a truck. In business which I started last year,
36:49
you need you know, eighty ninety at least one hundred thousand dollars in
36:52
capital just to ensure all the stuff and everything you have to do. So
36:55
that varies depending on what you're doing. Well. I think for those in
37:00
the media world, whether it be print or podcast or it's all about the
37:05
numbers of how many people are listening and how many circulations you got. I
37:08
mean, those play role and those can be daunting, but it's not insurmountable
37:14
as how I feel about it when it comes to media. What is your
37:17
question, Alex, I guess my question is if you're in the media,
37:22
do you find that that could be a challenge selling it more or less of
37:27
a challenge because you've got already something you can listen to or you can watch.
37:30
The key is in life, and it goes back to the eightiest.
37:34
There's no such thing as bad publicity. So if you're in the media,
37:40
that is a great thing, and if you didn't pay for that, that
37:45
is a great thing. Very interesting. Well, this has been great,
37:51
and I hope small businesses can come to you because I'm sure that you know.
37:55
As we go, I saw that there were a whole bunch of applications
37:58
in February March follow that. How many people are applying for that small business
38:04
you know application? Are you following those trends at all? Yes, yes,
38:07
everybody's jumping ship thinking that they can get into the feel of small business.
38:14
Good for them, but be very wary, is what I say.
38:19
Well, I think that's where you come in because then they're applying, they
38:21
get approved, boom, they go to Ben Brown and you can help sell
38:24
their business after they approved. Right, Yeah, something to that sort.
38:30
I can see something like that. Yes, Well, I'm glad we had
38:32
you on and I hope that those were small business owners that maybe are afraid
38:37
to launch. Don't be afraid, just go for it, and hey,
38:40
Ben Brown is there for you as well. At meet Benjamin Brown dot ben
38:45
Meet with Benjamin dot Com. Thanks for your times and I've ben and I
38:50
look forward to talking with you again. Absolutely. What is the one thing
38:53
that you learn in this conversation tonight Not to be afraid and that the confidence
39:00
to just go up to someone and say, hey, this is my podcast
39:04
one look up with Alex Garrett and here's why you should invest today. Absolutely,
39:08
go out there. If you like it or love it, sell it.