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Steve Kidd | The Christian Reeve Podcast #197 · The Christian Reeve Podcast

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Hello, and welcome to another episode of the Christian Reef
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podcast. Today's guest is an entrepreneur
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business, coach, third-generation Minister,
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radio, host, and best-selling author.
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All the way from Wyoming in the United States.
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His name is Steve kid. Welcome to the show.
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How you doing? Thanks for having me Christian.
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I'm doing really good. Thanks.
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Ask pleasure to have you on the show, man.
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This this I'm used to having guests on the show that have
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like a lot of. Did they wear a lot of different
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hats? I myself wear a lot of different
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hats. But the are gosh, this, there's
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so many things we can cover here.
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Why don't we just kind of started the beginning and so
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walk us through your business Journey so far to this point?
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Well, it starts really away back.
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I mean, actually started selling when I was 5 years old, you
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know, I was selling cards and napkins door-to-door.
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My parents had originally actually bought them for my
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brother's to do to have a little bit of income.
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They quickly, discovered that they weren't real thrilled about
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doing that and you Being the five-year-old that I was I was
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like can I do it? And you know they loaded me up
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with the bag and figured I'd come back you know board in 5
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minutes and instead I came back with an empty bag and a pocket
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full of money and I've been in sales and marketing ever since
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jumping forward at 19. I was a sales manager for
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actually, a Kirby Company, and worked in and out of that.
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And as consultants, for several different companies throughout
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those years in, E8 actually officially started a firm that
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was a marketing and sales company and then in well
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actually the middle of 1993 94 is when we began to play an
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Internet space. You know, back before we
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actually even had the word internet, I was, you know, an
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internet marketer and and then in 2007, we began the process of
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the first book that we put out and by 2015 had a full program
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for, not just the exclusive clients but anybody that wanted
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to join it and we've been going to working with authors almost
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exclusively since I come from a marketing background and I've
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always kind of recognized that marketing and sales kind of run
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hand-in-hand. Sometimes they're together,
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sometimes they're apart. One thing I've always noticed
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about sales, people particularly like successful salespeople, is
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that there's like a particular knack for a lucky.
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I don't know. Like, some people might say it's
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the right attitude, some people might say, it's the really is
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just about your mindset or like using certain techniques to kind
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of get Success. Some people say it's just pure
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consistency. What would you say are the kind
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of key attributes of a successful salesperson and like
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this, do it back to you personally.
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So, like, when you were five years old, that point there was
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something there that clicked, what do you think it was that
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clicked for you? Well, you know, it 55 being a
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salesperson at five is actually really easy.
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All you got to do is be cute and aesthetic with it, you know, I'm
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fortunate I have a very happy-go-lucky personality so
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when Both very rarely but when you know I mean five it's really
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easy to sell things but you know when they would tell me, no, I
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just didn't take it personal. I figured there had to be
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something wrong with them if they would tell me now, you
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know. So it's easy to sell when you're
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five to be able to be consistently A salesperson as an
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adult, when you have to rely on skill versus just cuteness, it
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really boils down to understanding number one that
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you're there to serve the person you're not.
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Tending to try to take them. And number two, it's really.
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My dad used to always say, you know, God gave us two ears and
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one mouth. So we'd listen twice as much as
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we talk. And if you listen to a person
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long enough, they will tell you absolutely everything.
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You need to know in order to be able to help them be able to get
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the thing that they need. And when you're taking that
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mindset of I'm here to help you out.
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And then you listen, it becomes actually pretty easy to be able
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to then just solve the Problem. That's keeping them from doing.
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The thing that you to is a salesperson are going to make
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money off of while helping them. What you're talking about.
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There's I think it's really important issue of sales people
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because I've had, like a kind of a mixed bag of reactions when it
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comes to sales people over the years, some good, some bad.
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I've worked as a Salesman myself and I got to say, like, as you
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just sort of outlined it there, the customer tells you what they
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want. And one thing that's changed in
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particular over the years now is the access to information.
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So that back in the seventies in the eighties and whatever, like
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you you didn't have the internet, you didn't have
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necessarily Ali, all of the resources readily available to
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sort of find out what it is. You don't know.
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Where is now a couple of clicks. You can at least get like a
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baseline understanding of what your options are and what the
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market is saying and even customer reviews business
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reviews, Etc. So given that kind of new
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landscape like how is it possible to kind of stick out
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and be successful in modern sales?
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Given that, you know, the power is in the car?
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Miss Hannah. Well, you know it's really
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interesting because the older I get the longer.
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I do it, the more that I see that the things that have always
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been still always are and it really boils down to people buy
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from people that they know like and Trust until you've
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established the rapport with the person.
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You know, they're not going to buy from you.
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I mean, think about when you've gone into some place, really
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basic, you know, a basic grocery.
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Door or something like that. And the person is treated you
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badly enough that even though you need a necessity, you've
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walked out of that store. Now, you may go to another store
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and still buy that thing. But, you know, I mean, if a
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person crosses that line and it's different for all of us,
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you know, we have no problem walking out of a store.
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We don't have to be treated that way.
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You know, the same thing is true in sales is that we have to
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build that Rapport. We have to tell people, we have
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to help them see. That we care because people
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don't care how much you know until they know how much you
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care. And that ultimately is what our,
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you know what, our responsibility as good
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salespeople and is good. Marketers is really to show
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people. I'm here for you.
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I care, I'm looking for what's best for you and I really do
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truly believe that this product good or service that I have is
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going to make your life better and if we don't start from that
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place. You know, I remember back in the
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day, there were salesman who took the approach of well that
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person is going to be my car payment, you know?
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And they went in there totally selfishly and you know, I've
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known some people that have made a lot of money that way, but
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ultimately, you know, long-term they crash and burn.
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They end up in a really, really bad place.
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And, you know, even the multi-billionaires that I've
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worked with, they will be the first ones to tell, you know,
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actually, until you Give the customer what they want and help
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them. See if they don't understand
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that they want it, you're not going to get anything you want.
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What about when you're dealing with a particularly stubborn?
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Customer maybe that thinks they know everything or you know
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maybe they just have a very office kind of attitude towards
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sales people because I would say like just speaking from personal
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experience it does kind of infuriate me sometimes when you
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get particularly bullish sales people you know like they're not
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listening. I mean what you've kind of
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dispelled right there is that it's all about listening and
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that is how you indeed get successful and make those sales
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and it's It seems like common sense, but a lot of salespeople,
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don't necessarily go for that. And there is obviously reason
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behind that, normally I'd be, like, managers pushing them for
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the sales, and there's such a thing as that soft Cells versus
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hard sailing and stuff. So like how do you, how do you
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deal with that? And with the customers are a
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little bit more stubborn, a little bit more, maybe off, kind
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of pushing you away. Let's say well, I mean I think
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it goes back to what I said before if the person is pushing
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you away, Leaving you questioning, you calling you on
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your stuff, going to the internet and looking up.
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If what you're saying is true, that means that you haven't done
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step one and that's that you haven't built, then know, like
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and trust and you need to be humble enough to be able to say
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to the person. Hey, look, you know, I missed a
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step in here and I want to step back because I want you to know
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that I'm more invested in doing what's right for you than I am
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whatever decision you make here. I want to make sure that, you
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know, me and that I'm the kind of person that you would want to
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work with or purchase this thing from and that I've gained your
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trust. And you know, let's talk about
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what I need to do to do that first.
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And if it even means that what I need to do is leave this
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appointment now and schedule, another time give you more
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information to research on me or whatever that might be That
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particular person needs. You need to do it.
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I'll give you a perfect example cars.
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You know, everybody's purchased a car at some point or another
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statistically speaking. The average person spends about
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four hours to purchase a car between looking at what they're
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doing and what have you and the whole process and buying a car
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can be, you know, really mind-numbing.
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But, you know, that's how an average, what it takes to get a
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car is about four hours. Now, when you talk about people
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who buy Volvo, Those who often are analytical and engineer
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mindset. People doesn't mean that they
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necessarily work in engineering, but they have that kind of
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mindset. The average Volvo buyer takes 20
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days to make a decision. And so if you are selling
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Volvos, then know like and Trust says, the very first thing I
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need to do with a Volvo buyer is give them all the information.
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Give them, you know, in these days it would be the links and
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all the different websites. And say Here's the good stuff
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but also give them the bad stuff.
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Tell them here's what people say.
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Bad about this car. Don't try to hide it from them.
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Tell them it's like this is you know I'd love to have a
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conversation with you. About why they said that why
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that may or may not be true. And let's really become a team
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in this and spend the next 20 days researching.
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This together, let me Empower you to get to a place where you
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put feel powerful to make that decision.
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That's again, about knowing your customer and then being invested
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in know, like and trusting them and serving them versus just
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trying to Railroad them, steamroll them, whatever into
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buying, something, because you need to pay your rent.
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I'm going to say like your approach is very refreshing to
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hear and I share this philosophy as well.
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Always have, I think just in general, not just in business,
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but just in life, it's always good to kind of approach things.
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Honestly, don't leave anything. Unsaid, don't hide things.
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You know, I always build that Foundation of trust, however, in
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the sphere of sales, and I'm not talking for everyone, but this
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is pretty common in the industry, it's common to
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withhold information or maybe not.
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Stretch the truth, not outright lie.
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But you know, you maybe accentuate the positive side,
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the weaknesses as Paul Heyman would say and you know, I can
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see why people do that but there's been times in my life
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when you work for a company and they asked me to lie and I was
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like nope not doing it find another way or they would make a
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recommendation of how to approach something and I'll be
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like, I don't, and this is exactly what I would say.
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To the Sea, Joe and I have done in the past, I'm like, well, if
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we do it this way, we are, we're lying.
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We're starting off on the wrong foot and surely if we want to
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build a reputation as a trustworthy company, it's not
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going to go. Well, if we're lying or fibbing
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just to get to that end stage so that we can, you know, have that
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meeting with that client. I'm talking more about like,
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just client acquisition at this point as opposed to actual, the
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sales aspect, but the yeah. But, you know, So, I guess like
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the question I want to eventually get to with my
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rambling is, where does this kind of your specific sales
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approach, come from? Because I feel like maybe it's
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connected with, you know, with your religion maybe it's part of
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that like that particular part of your life, would you say
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there's a connection there or does this kind of originated
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somewhere else? Maybe a mentor that you had or
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certain experiences that shaped your approach?
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Like where does your approach to sales?
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Come from? Well, it's the Perfect Storm, if
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you will of all of that, you know, it is growing up.
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You know, my dad was a minister, my grandfather was a minister,
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you know. So I do have that background and
13:21
that Integrity that you know I've been raised with my whole
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life but the truth of the matter is when you listen to and I've
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been so blessed to both study directly with some of them.
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And then listen to others that are, you know, from before I was
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born, when you listen to the teachings of Really truly
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successful, powerful sales, people.
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This is the message that goes back across time and and whether
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you talk about one of my personal mentors, Ernie
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Villanueva, who was really taking the things of A J,
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Douglas Edwards and others like that.
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And talking it, you know, his speeches in his teachings were
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very uniquely his own and he brought himself to it but the
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germ the concept of it. Based in things that, you know,
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going back into the 20s, the 30s, the 40s and 50s, and 60s,
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and I'm sure before that was the heart and soul and core of the
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people. You know, you go back to a, you
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know, A Book Like Think and Grow Rich, you know, which was the
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early 1900s. There's nothing that I'm saying
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right now that isn't, you know, really, you know, at the core of
14:35
that in what is being taught in that book and do the same thing
14:39
is, In How to Win Friends and Influence People.
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You know it is all about that whole concept of caring for
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people above yourself and then you know a great book.
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If you've never read it, you got to read this book OG mandino.
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It's called the greatest salesman in the world and OG
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mandino goes deeply into it. And and if you really do take
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the time to really read through what he calls, the quote
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unquote, still 12, Scrolls and really learn the concept behind
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them. You know.
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Scroll one is, I Will face this day with love in my heart and I
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will approach the morning with love, and I will say to
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everyone. I meet, I love you when we're
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taking that approach when we're already in the place of loving
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the person, before we ever even go into their house, or they
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come into our office or we talk to them on the phone, it puts a
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whole different spin into it. And, you know, and like I said,
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it's really not something new Under the Sun.
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It's just a matter of really Early learning from people who
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have truly been successful versus people who, you know, had
15:47
a infomercial that made millions of dollars for a while and then,
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you know, you haven't heard from them for the last 20 or
15:54
something. Yeah, they made that money.
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Yeah, hey my what, you know, what on that topic real quick.
16:03
Like he's always interesting to me, when there is like a new fad
16:06
or a new That's a scam or something like that, you can
16:10
always spot it a mile away because they'll be like a bunch
16:12
of similar ads that will pop up. And then as you said, like, they
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all disappeared. And it still happens to this
16:18
day. I see it all the time on
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Instagram. I see it all the time on.
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Like so many of these kind of like YouTube adverts where
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they're trying to promote a particular way of selling
16:29
online. Maybe like selling through
16:31
something like Amazon or something and that in of itself
16:34
isn't necessarily a scam. But like often these Particular
16:38
techniques that they're trying to push on people are or, you
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know, you'll always be like, hey, if you sign up for this
16:44
thing that, you know, and pay me money to get access to these
16:48
techniques, you can do X, Y, and Z, and it's like, you can just
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learn this now, like, on, like they're trying to find people
16:55
that maybe aren't as Proactive or don't know to look or
17:00
whatever. And that that I feel like, I
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mean, because you can, you can argue that part of business.
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Is you know, seeking opportunities and exploiting
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them and I would agree but I feel like there's something off
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when it's targeting the vulnerable, you know what I
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mean? Like it to me, it just feels a
17:20
bit off and technically there's nothing illegal about it but it
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is morally unjust but I don't know I guess that's a
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conversation for another time. Well I mean I think the thing
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that really needs to be said in there is everything is time
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versus money. I actually use this as part of
17:36
my sales pitch. There is nothing In modern
17:39
society that you couldn't learn. Now, there are a few things that
17:42
you can't do it, like you can't operate on somebody without
17:45
certain certificates and degrees and things like that.
17:48
I mean, not that we haven't read some articles of people who did
17:50
it, but, you know, you're not supposed to write but, you know,
17:54
not. But what I'm saying is that, you
17:58
know, you could spend enough time online and enough time
18:01
practicing and those kind of things that you could develop
18:04
any skill, you wanted to it's readily available at the click
18:08
of The keyboard these days. But that's your time.
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What is your time worth the other option is to spend your
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money to pay somebody that's already learned that skill,
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right? And when we as sales people,
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look at it and say, look what I'm offering to do to you is to
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trade your time, back to you for the money that you're paying me
18:32
to do the thing that I already do.
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I mean, you know, that's what we do attack season usually is we
18:37
pay a tax Professional to do our taxes because we hate doing the
18:42
taxes and there are people that believe it or not.
18:46
I know I would always shocked when I interview these people
18:48
that they love doing taxes. It's fun for them.
18:52
They get excited for tax season. They're like oh man.
18:55
Well I highlighted the are right you know?
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Do you know this isn't just about the finest like it.
19:00
Like you getting excited about the government taking money from
19:03
you, right? Well, you know, It's not my
19:09
thing but you know I'm doing people's taxes as what is
19:17
exciting for them. So you know it really does boil
19:19
down to time versus money. Are you going to spend your time
19:22
or are you going to invest your money in the time that somebody
19:25
else already spent? They meant that but you spoke
19:29
earlier about the fact that you've worked with billion as
19:32
I'll go to ask, is there anything maybe surprising or
19:36
interesting that you learned from working through them that
19:38
you wouldn't have known beforehand?
19:40
The very first thing I learned about the difference between
19:44
billionaire mindset and millionaire mindset is
19:47
billionaires, don't spend money on anything a billionaire so a
19:51
millionaire will go out and buy a plane because and you know,
19:56
whether you're talking about, TV shows we've seen or whatever,
19:58
you know, there is some effectiveness of having the
20:02
capability to just go to the airport and fly what you're
20:04
doing and you know do conference calls and all those kind of
20:06
things. Yeah.
20:07
I'm not saying it's a bad investment but the millionaire
20:09
will buy the plane. The billionaire will buy.
20:13
Like my my friend Darryl Abramson will buy three, planes,
20:19
will rent those Pines out and then when they need to fly
20:24
someplace will take one of their Planes and fly to where they're
20:28
going, but the rest of the time those planes are money,
20:32
generators for them, my planes don't cost them anything.
20:35
Their planes actually make their money, A billionaire will rather
20:38
than buying a house. A billionaire will build a motel
20:42
and live in the penthouse or build a resort and put their
20:46
property on the on the edge of the resort or those kind of
20:49
things that's, you know. So that was really fun to learn
20:52
is to really see the difference in mindset.
20:55
You know, Ariel is a perfect example.
20:57
One of the companies he had 47 companies.
21:00
He started every single one of them was a success.
21:03
He sold them for a profit had no failures out of 47 companies,
21:08
over the cross of his whole entire life, multi multi
21:11
billionaire. And you know, one of the
21:15
companies that he had is a Canadian company that was a you
21:22
know like Health you know like how supplements like you know
21:25
vitamin C but you know, Vitamins and minerals and things like.
21:28
That was a manufacturer of those.
21:32
And so what he did was he also opened up a, what became chain
21:39
of stores, that sold vitamins, and minerals, and all of those
21:44
kind of things. If you're from the United
21:45
States, we have a company here called G and C, it was the
21:48
Canadian equivalent of G and C. So he was selling his products
21:54
in his store and training his people.
21:57
To be talented and effective sales people to sell his
22:00
products in his store. See that's how the billionaire
22:03
thinks the billionaire thinks supply and demand, you know you
22:07
know the every end of this build supply chain, you know, a
22:10
billionaire will not just have a product and pay a shipping
22:15
company to ship it. The billionaire will create the
22:18
product ownership and Company and own a retail store that
22:22
sells it. You know, I mean, it's a really
22:24
different but really fun way to learn when you start talking to
22:26
people, Like that. And I can tell you talking to
22:29
Errol, you know, when he would Mentor me, it felt like going
22:34
back to preschool, you know, you just his thinking was so much
22:42
huger than that, that everything that I've done in life, I felt
22:44
like a preschooler, you know, in life and business, compared to
22:49
all that, he's done. No, but you know, she could poem
22:52
and be years ago. Someone said to me that I had to
22:55
stop thinking poor. What do you like?
22:59
I took it originally as an insult.
23:00
I want you mean? And they were like, well, you've
23:02
grown up all your life as a poor person, there's nothing wrong
23:05
with that, but the way that you approach life is in with a poor
23:10
mentality. And as always, you mean, give me
23:12
an example and this is the classic example, but it's like,
23:15
let's say I go and buy a really expensive or not necessarily
23:19
really expensive, pair of trousers, but a pair of trousers
23:22
that's going to last me, like, 5 or 10 years, like a decent good
23:24
quality. Pair of, I don't let say Levi's
23:27
on. Something right, if that's still
23:28
good quality over there, things change so quickly.
23:31
But for hypotheticals over the course of the next five years,
23:37
that's going to last me 5 years, you know, more than that, even
23:40
with wear and tear or probably still stand the test of time.
23:43
Alternatively, I can go to a cheap store.
23:47
Get myself a pair of jeans for like 10 or 15 pounds
23:51
lesser-quality dollars. Yeah.
23:54
And that will last me, maybe three, four months, and I got to
23:58
buy it again, then I'm going to buy it again.
24:00
And again, and again. And then throughout those five
24:03
years, chances are probably end up spending more money over that
24:08
time that a would had. If I just bought the expensive
24:10
stuff in the first place. Now, of course, this doesn't
24:12
work with everything, but the whole point of what's being
24:16
taught there, Is to sort of think in the long-term and not
24:19
in the short term, sometimes your hand is forced and you have
24:22
to buy the cheaper things to get by.
24:24
Believe me, I'm in that situation myself now.
24:26
But when I see an opportunity to get something that will last
24:30
over time or see something, that's an investment that will
24:33
make me more money. Like, for example, a microphone
24:36
is a good example of that. You got to look at it, like,
24:39
well, there's a lot of things I can do with this, so it makes
24:42
sense in the short term to invest a bit more money into
24:45
this because of the The monetary value I'm going to get from this
24:49
and another stuff like, you know, the enjoyment and so on
24:51
and so forth. And I feel like that's a good
24:54
way of weighing things and approaching things and also
24:58
going back to what you said before about, you know, learning
25:01
from those billionaires, it's D learning work.
25:04
Whenever we learn something new, we're dealer in like when I made
25:08
the ship the jump from. So we have here in the in the
25:12
UK, we called the years between 16 to 18 College, whereas I've
25:16
seen the state It's you call College University.
25:20
Anyway, those years when you make the Hop to University, you
25:26
have to deal earn what you've looked at, how to learn you have
25:29
to be learn that and learn a new way of thinking.
25:31
And it's I find like whenever you do that, it's beneficial
25:36
because you're going to learn so much more.
25:37
But the same time you basically just almost have to forget
25:40
everything you learned before, right?
25:44
That's mad, but it's, I don't know.
25:45
I mean it's I think it's an important thing.
25:48
Especially when you're trying to make money, it's good to kind of
25:53
approach it from that perspective of like a blank
25:55
canvas and go. Okay, what the new what's the
25:59
new mindset I can take on here and how can I move this forward
26:03
and you know potentially change my life as a result but let's
26:08
move it forward. So your tagline is bestseller.
26:12
Guaranteed How are you able to offer such certainty?
26:18
Well, you know, I mean having done, it always helps a lot, you
26:23
know? I mean, I've done thousands upon
26:24
thousands of people worked with them and help them book.
26:27
I have 100% success rate in making a person about seller,
26:32
you know, technically my guarantee I always hate this
26:35
guarantee honestly, because it seems so shallow.
26:37
Technically, my guarantee is that if I don't make you a
26:40
best-seller, I'll give you your money back and I absolutely
26:42
would. But again, I have 100 Success
26:44
rate, over thousands upon thousands of them.
26:47
I understand the system that is Amazon, and it always works and
26:53
I'm going to do whatever it takes to make that happen.
26:55
So, you know, yeah, it's it's a combination of experience and,
27:03
you know, and a lot of hard work really across one of those
27:07
books. Would you reckon would be some
27:09
of the key characteristics that they all share that sort of make
27:13
a successful book. Book that will do and be
27:15
successful on a platform like Amazon.
27:19
So keeping in mind that, you know, best seller, in fact, my
27:22
20th book of my own is called bestsellers only the beginning.
27:27
Bestseller is really the start place.
27:29
It's like graduating from medical school.
27:32
It's not a place you should achieve to.
27:35
It's the place you should start from.
27:37
It's the foundation that you build the house.
27:39
That is your book on and any other marketing approach these
27:44
days that doesn't start you at that place is somebody who Is
27:49
still in the process of learning, you know, they need to
27:51
understand more clearly how Amazon's algorithm truly works.
27:56
So, we start at bestseller. So that's, you know, that's part
27:59
of it is, is understanding, you know, best sellers are
28:04
credentialed. Bestseller is like, graduating
28:07
from medical school and being a doctor doesn't mean somebody's
28:10
going to hand you a scalpel and say here, go do brain surgery.
28:14
It means that you have shown and been Evaluated as an expert at
28:21
anatomy and physiology and have passed the test and that's when
28:25
you rank on Amazon's bestseller list that's really what you're
28:28
doing. It's a third party that has a
28:30
very solid system built that is saying.
28:33
Yeah this person you know, passed the test of putting
28:37
something out. Now with that said, you ask what
28:39
makes a quality and what doesn't the number one piece of that is
28:43
vulnerability? If you aren't willing to be
28:46
vulnerable, your book isn't going to With people, you have
28:50
to be willing again. It goes back to you.
28:52
People don't care how much, you know, until they know how much
28:55
you care if you're not willing to put yourself out there, if
29:00
you have to be one of these gurus who I've done everything,
29:04
and I'm perfect, and I'm wonderful and stuff like that.
29:07
You know, that just doesn't fly. I mean, it's never really flown,
29:09
but especially these days people are just like, yeah, whatever,
29:12
you know, they don't want to hear it but if you're willing to
29:16
be vulnerable and say, Hey, you know, I know what you're you're
29:18
going through right now. Because I've been through that
29:21
myself and I don't have all the answers, but here's what I
29:24
learned when I went through it. Let me share that with you.
29:27
If I can just show you one rock to step on going across this
29:32
swamp, maybe you won't fall in the place that I fell in and
29:36
maybe you can miss one of the things that I went through, you
29:41
know, that's really what the best sort of book is about.
29:46
You know, I am I do regular live streams on platforms, like, Tic
29:50
Toc and a built-up somewhat Community there and like I'm by
29:54
no means successful in my career, I'm still trying.
29:58
But one thing that I've had as a common which connects with what
30:03
we're talking about here is that when people say like I like the
30:05
fact that you took about the good and the bad and like you
30:09
keep it real and keep it authentic and it's like yeah I
30:11
think there's something to that it's is kind of off-putting when
30:14
you see And sort of just going on and on about how everything's
30:18
perfect and everything's great and it's like it people want to
30:21
hear about the struggle. They want to know the human
30:23
being because as you said, before that makes it relatable.
30:26
But it's also I think being able to picture oneself in the same
30:34
Journey, you know, I can't count how many times someone has
30:36
reached out to me and said, like hey you know what?
30:38
Like because your live stream because that podcast you did
30:41
because of this thing that you did.
30:43
I am now pursuing this. So thank you.
30:46
You and it's like, okay, there there that right there is, is
30:50
your motivation that right there should be especially with
30:53
writing a book like what you should focus on.
30:54
It's like, how do they get from this period?
30:57
Where I had nothing to this period where I assuming they
31:00
have everything. It's yeah, it's all about the
31:02
journey. Yes.
31:05
And and there's no such thing as arriving.
31:07
The only time that you win the race of your life, when you
31:11
cross the tape, you are the Victor.
31:14
That's called Death. Everything else should be a
31:19
continual Journey on the race of your life and not saying that
31:25
there aren't times that we fall down and we aren't in the lead
31:29
but at the end of the day our life should always be about
31:33
growing and developing and even more.
31:34
So about the person that we can serve and we don't have to take
31:38
the whole world on. It's just who's somebody that
31:40
could help today. Ray and I love that sentiment.
31:45
Let's move it forward. Obviously, you're going to work
31:48
quite a lot with ghostwriters. So, I wanted to ask you about
31:51
this, like, took us how you match ghostwriters with the
31:57
authors, and then how you can kind of put together this this
32:02
book with the writer and the goes, right?
32:04
Like took us through the process of ghostwriting and matching an
32:09
author with a Ghostwriter and that relationship A shape that
32:12
forms actually and this is going to totally blow you away but I
32:16
don't work with ghostwriters at all.
32:17
In fact. Okay.
32:19
I don't you know, and I know some amazing ghostwriters and I
32:23
don't want to disparage them at all but the problem with a ghost
32:25
writer is a ghost writer is going to get information from
32:29
you in whatever way a lot of them do it via interview these
32:32
days but then they're going to take your words and they're
32:36
going to write it in their style, every ghost writer that I
32:38
know. And I know some really talented
32:41
ones that you have. Really be an Avid Reader to know
32:43
it, but if you read enough of their stuff, you begin to see
32:46
The Germ of oh no, that's that writer.
32:50
You know, the same things true. When you start talking about
32:53
screenwriters, you know if you watch enough screenplays, you
32:56
know movies plays whatever from a particular writer, you will
33:01
begin to see The Germ of oh yeah.
33:04
You know it might be as simple as.
33:07
Oh yeah, they're Heroes always use two guns instead of You
33:12
know, they like this move, those kind of things, you know, and
33:14
those little nuances, they come through because all of us are
33:18
that way. So when I do the writing,
33:19
actually, you know, this is the funnest part for me because it's
33:23
a part. I get to do, I actually do it
33:24
via interview. I just get on Zoom with the
33:27
person and I just get them talking from there from, and
33:32
there is a process to it, and, and I'm walking them through it.
33:35
But if it feels like a casual conversation, just like you and
33:39
I are having, and if in the middle of it, they say, does
33:41
this make Any sense? I know that we're on track.
33:44
We're doing good because then we're just getting them to just
33:47
share because really your book is about taking that thing that
33:50
you're so passionate about that every time it comes up.
33:53
You know, you go off on it and your friends, roll your eyes at
33:55
you because here you go. Again you know, that's going to
33:59
make for just the best sort of book and and, you know, my job
34:03
is just to get on and capture all that.
34:05
Then we have story development editors who have the capability
34:09
to go through your words. And say, hey, Just didn't make
34:12
sense. Hey, you were telling us the
34:13
story about Aunt Jan and you never finished Thomas.
34:16
What happened at Jan. Now, we're dying to know what
34:18
happened and Jan, you know, and they can both take what you said
34:24
and create flow out of it. But also then ask you the right
34:27
kind of questions, so that you then can either write them or we
34:31
do a second interview and and fill in the blanks from there
34:34
and make the book. So that ultimately, the best win
34:39
in a book, is exactly what you are.
34:42
And you know, it's when the reader says, I felt like he was
34:46
talking just directly to me, I could hear his voice, you know,
34:51
as though he was reading it in my ear.
34:55
Mmm. Yeah, I think there is something
34:58
to be said for that but I maybe it's because the focus is more
35:02
on just actually telling a good story rather than trying to
35:05
impress the read and be like, oh, this would be exciting or
35:08
what if I do this? What if I do that?
35:09
Like, it should always be about the narrative and the story that
35:13
whenever I like pride myself on being a Storyteller.
35:16
And, you know, I tried to kind of keep things as well, I don't
35:22
fuck anything up, I tell it how it was, but but when I'm
35:26
describing it, I try not to make it like Anything less than what
35:32
it was. So if I just think like maybe
35:34
the story isn't that interesting?
35:36
Maybe I just won't tell it, you know, I think that's better than
35:39
been trying to kind of make something, you know what it
35:44
isn't or to exaggerate as the word.
35:46
I'm looking for Thor like that. Especially in the context of a
35:48
book is wrong. A wrong move?
35:52
Yeah, absolutely. So You are the host of a radio
35:58
show called we help you thrive talk us through what you do on
36:01
this show and how you help people.
36:03
So, we help you thrive is the website for the show.
36:05
The show is called thriving, entrepreneur that we had our
36:09
eighth year, anniversary the first week in December of labs
36:12
are very good. So and, you know, thriving
36:15
entrepreneur is a place to bring, you know, professionals
36:19
at whatever level and bring who they are and what they do in the
36:23
world to you. You and help you be able to see
36:27
the ways that from what they do, you too.
36:30
Can live your life as a thriving entrepreneur.
36:33
All of us in one way or another are entrepreneurs, you know,
36:36
even if you have a regular full-time day to day job, you
36:40
know, you run the business of your own life.
36:43
And ultimately you want to more than any other job that you do,
36:50
you want to be able to thrive in the business of being you.
36:55
Um, and so that's what we do. You know, and we've had
36:58
everywhere from, you know, ministers spiritualists, you
37:02
know, just about everything you can think of to again,
37:05
accountants and real estate professionals and things like
37:09
that. And it's just really about that.
37:11
And then the fun part about it is because I pre-record, you
37:14
know, every one of the segments with the people.
37:16
And there's typically three every, every once in a while
37:19
it's different but there's typically three guests in each
37:22
one of the shows because it's a syndicated radio show, you know,
37:25
so we have to To fill a whole hour time slot for the radio
37:29
stations that are playing it and it's fun to be able to take
37:32
these totally de separate. You know, things.
37:37
You know, one guys talking about how to invest in real estate.
37:40
And another guy's talking about, you know, how he did a running
37:46
with the bulls, you know, and the deeply spiritual
37:49
significance that he learned in the running of the bulls and
37:52
it's like what is the thread that ties?
37:55
These two together, you know, because I don't I'm about three
37:58
months from when I did the interview to when, you know, I
38:02
actually it actually goes live. And so then I have to take these
38:05
people who over the course of anywhere, from a couple of days,
38:08
to a couple of weeks, talked about that thing, that makes
38:12
them unique and find the thread that weaves them together and
38:15
then so it's a lot of fun and you know, people tell me that
38:19
they love listening to how I how I bring that together and I hope
38:23
that's true. And I'm sure there's times when
38:25
it's like Okay. Steve, that was a little bit of
38:27
a stretch and other times, I was like, wow, I had never thought
38:29
about it that way. So it's a lot of fun, not dick
38:32
them and I think that I try to do the same thing with my shows
38:35
been a slightly different ways. It's like like this show.
38:39
I thought would be a lot about you know kind of deconstructing
38:43
sales in a sense like not just from a just a pure business
38:47
standpoint but also looking at it from I don't know, just
38:52
different perspectives, you know, like as a kind of
38:55
philosophy approach to life, Pritchard doing things, you
38:57
know. I think.
39:00
And I, you know, I like all my episodes to kind of explore
39:02
different themes and stuff, but like, if it feels like it's
39:05
going a certain way. It's like, you just roll with
39:07
it. And, you know, sometimes there's
39:09
more obvious connections. Sometimes there isn't, I feel
39:13
like a lot of time like the show makes itself and, you know, you
39:16
can just kind of draw the dots off the way it's fine.
39:22
Oversimplifying? I know what you're doing is a
39:23
bit more compliant over. That's why I totally get it.
39:28
Awesome. What would you say?
39:30
Well, some of the most memorable interactions you had on your
39:34
show or maybe one of the ones that stick out in your mind is
39:38
particularly inspiring. Oh gosh, so many of them, you
39:44
know, I was privileged, I got to do an interview with Matthew
39:47
Knowles Beyonce's dad, and we both on and Off the show, got to
39:53
talk about a lot of really cool things both just as dad's, you
39:56
know, as well as you know, the thing he had his book that was
40:01
coming out then was called the DNA of achievers.
40:04
That's a couple of books back on him now but you know, the so
40:08
that was super cool, you know? I'm just an amazing individual
40:10
and we just sat down and had a conversation.
40:12
No different than what you and I are just like, you know, two
40:15
guys hanging out, you know, and the same was true, the couple of
40:19
times that are has been on my show, you know?
40:21
I mean, Here's this guy. That's a multi-billionaire.
40:24
Here's this guy that makes one of the two companies that was
40:27
running. At the end of his life.
40:29
He we lost him unfortunately about a year ago, but here's a
40:32
guy, who's one of those two companies was making ten billion
40:35
dollars a year, you know, and he's just sitting down and just
40:39
sharing his life story and talking about being a street
40:42
kid, eating out of the dumpster because he had no food, you
40:45
know, and and and the whole life's journey of that.
40:48
And so that's really cool on the flip side to it, you know, I I
40:52
mean I've had conversations with, you know, single moms who
40:58
you know the only thing that they really know how to do is
41:01
just really let their kids know that they're loved and you know
41:07
and that's no less powerful than you know are all making ten
41:12
billion dollars a year. You know I mean just changing
41:14
the world in that way. So yeah.
41:16
I mean I've just been so blessed you know, I mean, mentors of
41:19
mine I when I first started the show that too, Started off with
41:22
was all my mentors. I was just like, hey, will you
41:24
be on my show? You know?
41:25
No, yeah. Okay, you know, and and then
41:28
it's grown over the years and I've gotten to have just so many
41:32
amazing people, I could go on more than the rest of this show.
41:35
Just talking about all the cool guests that I've gotten to be
41:38
able to talk. To was there ever a moment that
41:42
was particularly challenging, maybe, maybe a difficult guest
41:46
or maybe just challenging topic and if so, how did you overcome
41:49
that? Okay, I told you to be really
41:51
vulnerable. Well, that's what connects you
41:53
with people. So, I'm going to do that.
41:54
All right, sometimes it's very rare.
41:57
I want all of my guests to know that I'm probably not talking
42:00
about you, but sometimes you do interviews with people who do
42:06
not know how to express themselves or are not very good
42:11
at what they're doing or worse than that.
42:14
And this is where it usually comes in.
42:15
Its somebody who saw something that's trendy or cool, or that
42:18
somebody else is doing in there, trying to emulate somebody else.
42:22
Rather than genuinely and uniquely being themselves and
42:26
those can be pretty difficult conversations to get through.
42:29
Because typically speaking a person like that, you'll ask
42:35
them the most basic of questions, you know, tell us who
42:39
you are and how you show up in the world.
42:41
And you know, they go off for like 15 or 20 minutes just
42:45
talking about how great and how wonderful and you know and just
42:48
on and on and on and and there's no There's no point of it.
42:53
You know, just talking and talking and talking and you know
42:55
you're like oh my gosh, I should have slept longer last night
42:58
because I think about a fall asleep on this person, you know,
43:00
I mean, but it does happen. You know, I'm it's very very
43:02
rare but those are the most challenging ones are.
43:06
When you can tell what the person is talking about is
43:10
something that they're trying to be versus just being who they
43:14
are. Yeah, I think as well.
43:16
Like it's fine to maybe not have confidence with the doubt
43:20
yourself, or to be unsure of who you are and stuff but like you
43:24
got to speak with conviction, you know like I've had all sorts
43:27
of people in my show people that you know we're really confident
43:30
and very extroverted to people that were a bit more introverted
43:33
and I had to you know, often what that will mean for me is
43:36
that I have to change my Approach a little bit and you'll
43:39
notice the my show is very different.
43:42
Sometimes it's more conversational.
43:44
Sometimes it is a bit more formal, it's bit more like an
43:47
interview but so long as my guest is, Invested in the
43:52
conversation and wants to have a good conversation and there they
43:56
want to contribute in some way, then it's going to be good
44:00
gentleman that I think the like it is.
44:02
It's a simple as that but I think maybe just connecting to
44:05
what you were saying. Like sometimes there's this it's
44:08
like oh I need to say something really inspiring.
44:11
I need to say something that's going to, you know, be something
44:14
that could potentially be clipped up later.
44:16
And, you know, it's like, actually probably the best thing
44:18
to say is just like the first thing that comes from you.
44:21
Mind or your heart. That means something to you
44:23
that's going to be the thing that really moves people.
44:27
If nothing else gives the best representation of who you are.
44:31
Yeah. Some of the best conversations
44:33
I've had with people are people who you know there they may not
44:39
be the most articulate. They may use filler words every
44:43
other word. They may stumble over what
44:45
they're saying. They their lack of confidence is
44:48
very obvious in what they're doing and yet Yet in the time
44:52
we're doing it. Those have been some of the most
44:54
amazing conversations I've had I don't have any problem with
44:57
that. You know.
44:58
It's it's when the person, you know, is it being real?
45:04
I guess it's really the bottom line of it, that it becomes very
45:07
difficult. Absolutely, a couple of quick
45:11
fire questions for you that I always love to ask my guests.
45:14
What's the best advice you've ever received?
45:19
Oh gosh, the best. I mean I think I shared pretty
45:24
much all of them with you already.
45:28
I really love Lily Anderson is the one who taught me.
45:32
This one of the people that I worked with and and it goes back
45:36
to the phrase that I used before.
45:38
People don't care how much you know until they know how much
45:41
you care people are only going to be as invested as you as
45:44
you're invested in them. So Truman is so true that one of
45:49
the biggest things I've discovered space, especially
45:51
from doing a podcast, which obviously is kind of a
45:54
no-brainer. But like listing, man, you want
45:57
to be a good conversationalist, you want people to care.
46:00
Listen, just sit down and be like, hey, yeah, I'm interested.
46:05
Tell me. And then, you know, when they
46:07
start to walk in ask questions and actually listen, don't just
46:11
hear the words but like hear, what?
46:13
They're trying to actually tell you, because that's another
46:16
thing as well. I learned And this about we're
46:18
showing empathy, right? It's like you've got to hear
46:21
like what they're saying in their heart because the words
46:24
sometimes the words don't really mean much.
46:25
It's just like, you know, it can either be someone just throwing
46:30
whatever out there trying to express themselves or sometimes
46:32
someone is having difficulty expressing themselves or
46:36
whatever? Or but like the deeper message,
46:37
if you're really listening, you'll get it.
46:39
You'll know you'll feel it. And that only comes from truly
46:43
listening sir. What's the biggest life lesson
46:47
you've learned so far? Well, of course, the biggest
46:52
life lesson is, you know, that is the Jesus loves me, you know,
47:00
I mean, I was interviewing my dad about a year before he
47:03
passed away. You know.
47:04
And I asked him, you know, he was 81 years old then and I
47:07
said, what's the biggest thing? You know, and he just broke into
47:10
song and sang, Jesus loves me and, you know, more than
47:14
anything else in the world. The fact that the creator of
47:18
everything, you know, I mean I like to put it this way.
47:21
God, however, you wanted to find him and it, you know, and I
47:25
don't want to even get into that, but God to be God is the
47:28
person who everything that we know is existence was one
47:33
thought that he had one day. And when you then understand
47:40
that, the being who has that kind of capability wants to have
47:46
a personal relationship, wants to know, you created Free Will
47:51
so that you could choose not to love him because he wanted to
47:56
love you and give you the choice to truly choose to love him.
48:00
You know, that's the most mind-blowing thing I could think
48:03
of, I mean, we could go into, you know, less uh, sort of More
48:07
business related things if you want to do.
48:08
But I mean as far as just the biggest thing, I know in the
48:11
world that's about as cool as I can think of Most of them.
48:16
As we draw things to a close for today, do you have any upcoming
48:19
projects or some final thoughts that you'd like to share with
48:21
our listeners? Well, of course you know number
48:25
one is somebody's waiting on you, you absolutely do need to
48:29
share your message with the world.
48:32
I can tell you from a marketing standpoint, you know I've been
48:34
in this world for a lot of years.
48:36
You will never maximize the possibility of what you're
48:41
doing. If you don't tag it with
48:43
bestseller, If you don't have a best-selling book, if you're not
48:47
a best-selling author, you will never get to the level that you
48:51
could have with that included in it and so, absolutely, somebody
48:56
is waiting on you. There's somebody who's making a
48:59
bad decision, doing things, the wrong way, whatever because you
49:03
haven't shared what, you know, and for the right people even
49:08
though you may be saying something that they've heard a
49:10
million times before they will hear you say it.
49:14
And Will be like water to a person dying of thirst in the
49:19
desert. And it will be in some cases,
49:22
literally the difference between life and death.
49:25
So that really becomes you know, the number one p sub at and as
49:30
far as what I'm doing and I'm going to course obviously I'm
49:32
always helping authors put out their books, we're in the
49:36
process of building my own Community, my own app, that will
49:39
be a community for people who are anywhere on their author
49:42
Journey from, you know, I think, maybe, B, I want to do it to,
49:46
I've written a hundred books and, you know, and everywhere in
49:48
between to really come in and grow together and and share with
49:52
each other, and that will be upcoming, but to be in the
49:56
circle of it, the best thing I can do is, give you a free gift.
50:00
And so I created a God that I called the ongoing wealth guide.
50:04
If you go to ongoing wealth guide.com, you can get that for
50:08
free. It's just a really basic five
50:10
steps to be able to really truly generate Ongoing wealth, and by
50:16
wealth. I want to make sure I Define
50:18
that, that's abundance. That's the ability that no
50:20
matter what. The bank account says today, you
50:23
know, you have provision in your life and you have the ability to
50:27
do the things that can then, again bring money into your
50:30
life. And if you will follow that,
50:33
that path, it will actually help you create ongoing wealth in
50:37
your life. Ongoing wealth guide.com and
50:39
just, you know, just so, you know, in that is my free, write
50:42
your best seller in one hour, Workshop.
50:44
There's A link to that right in that and once you get it, if you
50:49
get to the last page, I'm even actually giving people 15 free
50:52
minutes to talk to me about anything in their sales and
50:54
marketing realm that I can do to help them.
50:58
Liam and thank you so much for food.
51:01
And those you've shed today and the wisdom and such and yeah
51:04
just for being a great guest been a real pleasure.
51:07
Thanks Christian. I appreciate it.
51:08
Thanks for having me. Thank you.
51:10
And to the listeners of the Christian re podcast.
51:12
As always, I hope you enjoyed the episode.
51:15
And yeah, I'll see you very very soon.
51:17
Be safe, be well, and I'll see you in the next one.