Latest / The Prompt / Ep. 538 | AI, Grit, and Growth: Chaz Horn’s B2B Sales Revolution

Transcript

Ep. 538 | AI, Grit, and Growth: Chaz Horn’s B2B Sales Revolution · The Prompt

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This is on base your one stop shop for solving your most
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pressing B2B go to market challenges.
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Each week, host Chris Moody and Paul Gibson talk to sales and
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marketing leaders to get you in depth insights and creative
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strategies to set your revenue teams up for success.
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Hey, everyone. Welcome back to On Base.
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I'm your host, Chris Moody. And today we're very excited to
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have Chaz Horn with us to talk about mastering leverage and go
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to market strategy, unlocking brand potential and sells
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success. Chaz, thanks for joining us
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today and welcome to the show. Yeah, Thank you, Chris.
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Great to be here. Can't wait to jump into our
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conversation. Awesome.
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Well, let's do that. We'll jump right in.
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The first question I love to ask is for you to tell us a little
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bit about your journey and what led you to what you're doing
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today. Yeah, well, so it all started
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when I was the worst salesperson in the world.
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I mean, literally I was 119 out of 119 sales reps I I couldn't
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break my way out of a wet paper bag if I had to, to sell, if I
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had to sell my way out of that. And so month after month, it was
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100% Commission job. I was sitting in my car, it was
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raining. And I remember it's Northern
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California. And around that time, my empty
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feel like came on. I'm like, great, that's all I
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need. That's exactly how I feel.
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Empty. Soon after that, my boss, we had
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communicated he since I was down, he had me over for dinner.
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Ken Upton, my boss, became a mentor that evening.
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He sat me down after dinner because we went over and had to
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had a nice meal. And he brought me in his den.
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I could still remember like it, like it was yesterday, fire in
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the fireplace. And he sat in this kind of chair
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of prominence and I sat in a chair across from him, his
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pupil, he said, Chaz, are you sick and tired of being sick and
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tired and not making any sales? I was like, yes, he said, 3
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words, you can be followed by the top salesperson in the
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world, but not in the world but in the company.
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He said, But those 3 words, you can be somebody who I looked up
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to, speaking life into me, believing in me, and then
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followed by you could be the top salesperson, but don't you hate
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those big butts? 1T, by the way, But you got to
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follow the system in the process, Chaz, It's proven.
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We've spent thousands of hours. So the next day I started
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following the system, started following the process and it was
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awkward. It's out of my comfort zone.
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I mean, this is part of growth. But I got a meeting and then I
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walked out of another meeting with a check and another one.
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And 45 days later, I went from 119 out of 119 sales reps with 0
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sales to having $14,000 in commissions and being the number
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3 salesperson. So that's where I started.
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And I understood from that point forward.
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It took a long time for that to sink in.
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But belief, having a mentor, having a system and a process to
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follow that has been with me throughout my entire career.
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If something isn't working, is it my mindset?
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Is the system wrong? Am I executing on the process
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wrong or later in life when I started learning about
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marketing? So that's where I started and it
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was an amazing experience being a total failure.
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Those failures are the stepping stones on the way to success if
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you own them and learn from them.
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But that's that's where I started and that kicked off my
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career. I love that so much.
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You can be. That's really good.
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I have 4 kids and I coach a 7 and 8 year old baseball team
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right now. I will be using that and and
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pulling on you can be right the infinite possibilities that you
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have of where you'd want to take your career.
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What led you to focus on go to market strategy, brand building
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and sales execution? Yeah.
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So I see GTM go to market strategy a lot of times.
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And so when I hear that it's I just like to simplify it.
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It's you have someone that's out there, you need to identify
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them, you need to attract them, and then you need to onboard
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them as a client. So what is the the best way to
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first and foremost, it starts with absolute clarity.
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I use the acronym tabs and I'm using my hand because there's 5
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letters. Yes, my tabs has 2T's tactic
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technique. So TT tactic, technique,
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attitude, behavior, strategy, tactic is what you do.
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Technique is how you execute on that tactic.
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A is your attitude. And it used to be less like
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having an attitude of tenacity. Go, go, go, cold call, cold
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call. But I shifted.
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And so it's not so much about the attitude of tenacity.
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There's nothing wrong with tenacity.
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It's more about having an attitude with the intention to
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serve, not sell. And you will attract and not
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repel. That's the first page of my
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sales book for kids, Doctor Seuss style.
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So and then the KPI, that's the behaviors, that's the number of
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tactics that you do. And then strategy, son Sue said
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this tactic without strategy, He is the author of Art of War,
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Military Genius. He said tactic without strategy
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is the noise before defeat. But he also said strategy
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without tactics is the slowest route to victory.
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You need both of those. So as far as going the market
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you need to, I like to start with strategy.
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Yes, attitude is always important, is a framework and a
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foundation. But if you don't know and
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understand your target audiences needs and wants, then you're not
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going to be able to speak to their needs and wants in such a
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way. We're like, oh wow, he really
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understands me. I mean, that's what marketing
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is, is to build confidence in your prospects mind about you
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and your solution being able to solve their problem.
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So develop strategy, know your target audience.
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And by the way, if you have customers, who's the best source
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of information? Your customers.
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Elon Musk talks about having those continual feedback loops
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and I've created a performance scorecard so that you can
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constantly get feedback. Every time I do a training
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session, score me on a scale of 1 to 5.
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And so I remember one week he gave me the, the founder gave me
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a 3.5. I'm like 3.5.
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So I followed up and he says you're not saying the names of
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the sales people enough. Like OK, if I didn't talk to
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him, I could have been going in all sorts of different
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directions and he just wanted me to mention the name of the sales
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people more. So then I went up to 4.5 the
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next week. So when you have the right
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tactic based on the strategy and the technique and how you
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execute with the mindset, the intention to serve, then you can
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go to market in such a way where you're connecting, identifying,
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attracting and then onboarding people.
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And that has to do with obviously your brand, your
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marketing, and then your sales. It brings marketing and sales in
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alignment. So they work concurrently with
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one another. So many businesses and I work
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with on one offer, it's coaches, consultants, and then another
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author. It's small B to B businesses and
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a lot of them have marketing or they don't understand marketing
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and they have sales over here. They don't understand them, but
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if they have them, they're usually not working in alignment
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with one another. They're not congruent.
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There are two sides of one coin. It's not what's more important,
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sales or marketing, it's how can they work together in unison to
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move the ball further down the field.
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And moving down the field is being able to connect a genuine
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connection with people who need and want your service but don't
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know about you yet. Yeah, I love that.
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And this next question, it may call upon the the story of your
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mentor in the prominent chair and the fireplace and
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everything, but what are the most pivotal lessons you've
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learned about leveraging the resources and relationships in
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your career that shape your current approach?
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Yeah, well, I just thought about a different mentor.
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So yes, Ken Upton, and I've been looking for him for like 10
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years, never did. I'm not sure if he's still alive
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or not, but I've shared his story many times so kudos to
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him. So leverage.
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I remember sitting in my car another time, this is maybe 15
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years later, and it was all about TAB, just tactic,
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attitude, behavior. And this is before I came up
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with the the S and the additional T.
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And so it's this massive action and no strategy.
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And so I was just doing in person cold calls at the time.
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And I remember I was sitting here like I'm getting sick and
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tired of making all these thinking cold calls.
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They don't know me. There's little leverage.
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And so I remember I was, there's something special about really
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asking yourself questions when you're facing a problem.
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What can I do better? What should I change?
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What's something I haven't even thought about yet?
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So I was asking myself these questions.
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And when you ask yourself questions, your subconscious
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goes to work. And around this time I was
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talking with Joe Edwards, who is a consultant for the company I
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worked with and he had ACEO Roundtable where he had like
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1214 CE OS in there. If you think Vestige is the kind
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of that atmosphere and has talking to him and my
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subconscious is going to work about what can I do better?
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You know, these people don't know me.
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And I was like, oh, wow, he speaks to 12 to 14 of people in
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my target audience. They see him as an authority.
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So I said, Joe, can I come? At that point in time, I was
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selling technology. I didn't have my business yet.
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I said, can I come and talk to your CE OS about I was at a
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cybersecurity solution that I was selling.
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And he goes, oh, yeah, that would be great.
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They need to know about this. So now I'm leveraging his
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audience, he's introducing me. OK, so it's a little bit kind of
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a collaboration. And so because he's introducing
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me now those 12 to 14 CE OS say, oh, this guy must be an
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authority because Joe Edwards is inviting him in to talk to us.
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So instead of cold calls, it's a warm introduction.
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Great conversation. At the end of that conversation,
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there's a guy who had 21 restaurants and his POS system
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was hacked and he was going to lose the ability to take Visa
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and so he needed to to become PCI compliant.
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And so that was a $550,000 sale by spending an hour, yes, there
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was preparation and there were some follow-ups with some of the
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other CE OS. But a $550,000 sale because I
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was leveraging somebody who is already speaking to my target
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audience and getting a warm introduction.
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So that mentor and me facing a challenge and asking myself
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questions it that really helped me understand the power of joint
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ventures and strategic collaborations.
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I love that. I I want to ask another question
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about leverage too, because I don't hear that word used as
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much in this context. So if you want to expand on
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that, that'd be awesome. The other part though, I I'm
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curious why leverage is so critical to go to market and
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brand strategies. Well, have you ever seen a
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fulcrum, A teeter totter or anything?
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It's, you know, if you have two people on a teeter totter, I
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mean, you can't go over to someone and left someone saying
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you're 170 lbs, they're 170 lbs, you can't lift them up, but you
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put them on a teeter totter and it's easy to move back and forth
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and back and forth because you do have that leverage.
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So with Joe, his 12 people, that was just like that teeter totter
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and he became the fulcrum point that put me in a position to
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speak to people and so I could connect with them because it's
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like cold call, dude, I don't even know you and you're wasting
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so much time and there's zero leverage.
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So now I'm going from zero leverage to somebody who sees
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someone with an audience that are that see him as the
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authority and I'm leveraging his relationship based on my
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relationship. So that's one instance.
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There's so many different areas on, on leverage that you can go
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into and I I'd be happy to jump into that.
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Apart from the strategic collaborations like live events.
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Live events is a great way when I work with coaches and
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consultants, mostly in small, small B to B companies, many
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times they're sending out DM after DM after DM.
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They're putting out lots of content and they don't
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understand the methodology, emotional intelligence,
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connecting with people on DMS. And they're just typically,
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again, going back to or going back to a demographic search.
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And by the way, 3% rule, if you're reaching out to someone
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based on a demographic search, you know, a founder in a certain
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industry, in a certain geographic area, size company,
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3% of those people are ready to make buying decisions.
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So it's cold. You don't have any leverage.
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And so if you're perfect at everything you say, which never
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happens, 3% of those are ready to make buying decisions.
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If you take that same audience and have an event on LinkedIn,
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for example, it's you can invite 1000 people to your events every
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week. Everybody that goes to the event
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can invite 1000 people per week. So if you do it two weeks out,
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thousand for you, another thousand, that's two.
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I have people on my team. So that would be another 2000.
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So that's 4000. Now we're bringing people based
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on the copy, the content, based on the what I call a sales and
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marketing mission statement, understanding the needs and
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wants. I have a live event that speaks
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to that needs and wants because I, I understand there's the
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strategy speaking to that need and want within the live event.
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Now that they they register, they're no longer just in your
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demographic, they're in your psychographic and much more
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likely to make a buying decision.
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Now they see you as an authority.
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They join the event. If you put on a good event,
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that's a skill set in and of itself.
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And then you do call to action and then you fill your calendar.
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And even if people don't join or, or go to the call to action
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at the end to schedule a meeting with you, a gap analysis,
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whatever you do with the call to action, all the people that
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register, even if they don't show up, they've still put their
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hand up. So every time you do a live
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event, those are people that are in your psychographic, not just
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your demographic, and they know you and they're much more likely
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to meet with you and talk about their problem because they
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registered for a reason. So there's a couple different
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ways for leverage. Does that make sense?
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Yes it does. That's a perfect example.
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I I'm curious, well, number one, we're on a podcast.
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If we don't say AII don't think we can call it a podcast jazz.
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So I'm curious how you think tools like generative AI are
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starting to change the way we sell and go to market.
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And I'm sure, look, obviously leverage still applies, but how
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do you think that's starting to change the playing field?
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If we meet a year from now and we have this conversation, it's
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going to be totally different because everything's going to be
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changed. It's I was just thinking about
15:28
this. I had it.
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I had one of those Jerry Maguire moments.
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If you guys know some of you that are younger, who's Jerry
15:35
Maguire? Well, he had this moment and he
15:38
wrote and wrote and wrote about how to change things within this
15:41
business that he was working. But I had this light bulb
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moment, this aha moment because I am serving a certain client
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and this these are 5 figure a month clients and there's time
15:55
out of my schedule. But if I would put in an
15:57
autonomous agent that I program so they knows all the
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information, I know I can have mega agents, I mean mega clients
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and I can have a meeting maybe like once a month with them to
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talk about things. And then they can have
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conversations with the clone Chaz, the AI Chaz and ask
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questions and get feedback. And all they have to do is pay a
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monthly fee or subscription fee. And so and guess what?
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If I have this set up, everyone, I can go with this technology
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and this methodology and I can set up AI agents for everyone
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else. Have you ever had a
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conversation, Chris, with an AI customer service agent?
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I have and some have gone sideways for sure.
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I've never had a side what I've had the best conversations, I
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was surprised the best conversations with they don't
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have bad days, they don't get irritated, they don't react.
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And so I've had the best conversations.
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And so think about how that's going to develop.
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But if you've ever done a upload with a notebook, LM or LM
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notebook, it's Google's. Have you done that?
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Yes, we use that internally and it's incredible.
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I uploaded my B to B blueprint to Predictable sales.
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Within like 3 minutes, it created a podcast with this,
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this woman and this guy. And they don't sound like AI
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people. And they're even like wow,
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they're laughing and they're joking.
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And so I'm using that podcast. I uploaded it, I downloaded it,
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uploaded the SoundCloud so people can get my digital
17:34
version of my book, my Audible or yeah, audio version, which is
17:38
AI me, and then also the podcast version.
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And I'm going to use that podcast version also within my
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training because it gives different ways for people to
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learn that are interesting and not just a simple OK, slide #392
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Now that you've done the step one through 3000, this is the
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next step. It's like, so training,
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leveraging back to leverage again, these AI autonomous
18:08
agents and having that information where people can
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access you and get the information.
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I just created a, a customized ChatGPT for the origin story.
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I had a client. If people don't know what an
18:21
origin story is, is it OK? I can jump into this real quick.
18:24
Perfect, yes. So if you look at any Hollywood
18:27
movie or I guess Netflix movie or Amazon movie, now you always
18:31
this is the what happens. There's always like they're down
18:35
in despair and they're and then all of a sudden they're getting
18:38
hope and then they get up here and then also something happens.
18:40
You're like, oh, no. And then down when they hit rock
18:44
bottom all sudden. And so that's the origin story.
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If you follow that, you will connect with people on any
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successful movie follows that framework.
18:53
And so I created this customized ChatGPT to create the origin
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story. And I was talking with my
19:00
client. I want to get known.
19:03
He's a speaker and he's written five books, but he's following
19:06
on LinkedIn. It's like no one's following me.
19:08
He has like 12,000 followers. So it's not like no one.
19:11
And so I said, we'll go through this.
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So he gave me all these Google Docs with five different
19:17
stories. He goes, well, I want you to
19:18
read this. And I'm like, I shall read.
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I go. And I just I just had completed
19:22
this customized ChatGPT for the origin story.
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I said, I said, Rob, I go, let me just plug this in here.
19:28
He goes, well, wait, I go, trust me, I put it in there.
19:31
His origin story was done within, you know how chat is
19:37
like 30 seconds formatted perfectly because I had uploaded
19:42
a lot of different origin stories in there.
19:44
And so he posted that and that got like 20 times more views
19:51
than any of his other content. And he was getting like 5/10/15
19:56
likes. This had like last time I
19:58
checked like 125 people engaging in his content.
20:02
So there are some different ways within AI that just streamlines
20:07
and saves you so much time. And my goal?
20:11
Is a spend, if you're familiar with the rule of 118 minutes a
20:14
day, that's $100 a year. If you spend 18 minutes a day in
20:18
a, in a certain skill set, you'll be in the top 5% in a
20:22
year. So I'm going to spend a minimum
20:24
of 18 minutes a day in AI learning whether it's ChatGPT,
20:28
Gras, all sorts of different things.
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It just opens up the possibilities above and beyond
20:35
and it just, it makes the time like this.
20:38
It's crazy. We're going to be in a, I'm
20:41
getting goosebumps right now. Just think about we're going to
20:42
be in a whole different world. A lot of people get scared of
20:45
AI, but I tell you what, jump in and Start learning.
20:49
I mean, it's like, I don't know what to do ChatGPT.
20:53
How do I learn AI? What are the first steps?
20:56
I mean, it's so simple. It's, you know, Google searches,
20:59
they're a thing in the past because you could ask ChatGPT,
21:03
it'll give you exactly what you need right then and there.
21:05
You don't have to go through ads or SEO or any of that stuff.
21:09
That was always the frustrating thing of Google, but you don't
21:12
need to worry about that anymore.
21:14
Yeah, it's, it's a great point. I mean, I, I think for some of
21:17
the situations when I said sideways, my brain was actually
21:20
going more towards support than true LLMS. And some of the stuff
21:25
we're doing with Notebook, right, where there's times where
21:28
I would have to ask for a representative, which honestly,
21:32
I don't know if it was a real representative, it could have
21:35
just gone. To AI agent.
21:37
Yeah, a better AI agent. Yeah, that's probably what it
21:42
was, honestly. But that was awesome.
21:45
Yeah, I, I'm curious. I, I'm team humans will always
21:50
play an important part and I think some folks go to immediate
21:55
displacement and, and I know in the sales process, having the
21:59
human touch is always extremely important.
22:02
We bond over stories, even if the origin stories built with
22:05
AI, right? Like we still need the person to
22:08
talk to. But how do you think about that
22:10
balance between some of the AI driven automation and
22:13
maintaining the human touch in the sales process?
22:17
Yeah, that's such a good question.
22:19
You know, back to Rob and his his story.
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I mean, it was his story. You know, it's, I mean, AI has
22:25
come a long way. Like create a post on this, you
22:28
know, it's like, you know, this is so cheesy, you know, and, and
22:31
it's less cheesy now, but it's I mean, and then the the pictures
22:35
that are being generated now, it's like everyone is having
22:37
their action figure. Have you seen those the new
22:41
trend? I have a client to send me the
22:43
sales guru. I hate the word guru by the way.
22:46
I'm like, thank you guru. But anyway, it's the thing that
22:52
AII don't think will ever will is is just that emotional bond
22:57
you do within in sales and when you're really going with the
23:00
intention to serve and make that genuine connection.
23:03
You can't do that with AI. Yes, AI could take all the
23:07
information and you could upload it so it can give you the
23:10
answers, but you're not going to have a true genuine connection
23:14
there. So I see ancillary like customer
23:18
support, you know, I see a lot with with business development
23:22
and reaching out. That's been, you know, pretty
23:24
effective and that that's just going to get better and better
23:27
and better. But all of this is to enhance
23:32
the conversations that you're going to eventually have with a
23:34
a human. Now, I could be, I could be
23:36
wrong. But if we learn the skill sets
23:40
and understand, yeah, there's certain positions that aren't
23:43
going to be available. But the exciting thing 'cause I
23:46
can get, you know, fearful about this too is leverage.
23:52
Again, there's that word again is the technology and build new
23:56
skill sets because there's more opportunity than ever before
24:02
with AI. And it's doesn't take much to be
24:06
at the forefront of AI if you just spend that 18 minutes a
24:10
day, which is nothing. Build a habit and discipline and
24:13
learn and get in a group with other people and start
24:16
discussing it and then you can learn from one another.
24:19
I mean, I think about Mr. Beast. Are you familiar with this
24:22
story? I am.
24:23
I'm in Raleigh, NC, so one of the folks who builds his props
24:27
actually goes to the same coffee shop as me.
24:29
He's about 45 minutes away. Yeah, he is it Jimmy.
24:33
What's his? What's his real name?
24:34
So yeah. He would spend every waking hour
24:38
with his buddies talking about this thumbnail didn't work, this
24:41
content, this video didn't work well.
24:43
And then so they spend hours every day talking to one another
24:47
and then they would sleep and wake up and talk to one or hey,
24:49
this didn't work. So here he is with a group of
24:52
people. I mean, he's really, I mean, his
24:55
best attribute or one of it is so many is focus.
24:59
He gets so focused. And because of that focus on
25:04
where he is and where he wants to go, he is well, he's Mr.
25:07
Beast. And so when you get around other
25:10
people, it will help. And we are where we are based on
25:14
the expectations of the peer group we surround ourselves
25:19
with. So if you surround yourself with
25:21
people who are looking to go to the next level, then they're
25:23
going to pull you up with them. Or if you surround yourself with
25:26
people who are at the place you want to go.
25:28
That's what I would advise. But yes, definitely spend time
25:31
with AI. Yeah, I love that.
25:33
One of my favorite quotes is by Jim Rohn and it's you're the
25:36
average of the five people you spend the most time with.
25:39
And it's, it's exactly what you said.
25:41
I've used that in slides for over a decade.
25:44
It will never change because we all know it too, right?
25:47
Like there are people that may drain your energy and people
25:49
that refill it. I love the AI .1 thing.
25:52
I'd encourage folks who are listening to, even if you start
25:55
with personal things you're trying to solve.
25:58
I have a third. Well, you have 4 kids, but my
26:00
oldest is 13 and he's a tall string bean and a baseball
26:03
pitcher and he wants to bulk up, right?
26:06
And I was trying to tell him I was like, well, look, let's just
26:09
ChatGPT or Gemini and go through, hey, you know, I need
26:13
you to be the world's leading fitness trainer for ages 13 to
26:18
16. If you have someone who's 5 foot
26:20
10170 lbs, he wants to add 25 lbs of muscle.
26:25
What should they be eating every single day?
26:28
And then it goes through and spits it out.
26:29
And then could you turn that into a grocery list with
26:32
recipes? And there's like boom.
26:33
And instantly, I mean, his mind was blown.
26:36
So to your point, just that 18 minutes of tinkering to solve
26:40
something with your kids or with your partner or, you know,
26:44
anything, it doesn't even have to be work related, but you'll
26:46
start to think differently about how we interact with AI.
26:50
So I thought that was a great point too.
26:52
Yeah. And as you said that, I just
26:54
thought of Randy Johnson, if you're familiar with him, was he
26:57
6-7? When did they call him Randy
26:59
Johnson? He was.
27:00
The big unit. Yeah, the big unit.
27:03
That's right. He had that, that wingspan and
27:06
long arm. It's scary to face him as a
27:09
batter. Yes, yeah.
27:12
And we're recording shortly after the Masters.
27:14
For those who don't know the actual recording date.
27:17
It was kind of crazy. King Griffey Junior was one of
27:20
the photographers at the Masters.
27:22
And Randy Johnson's also a professional photographer.
27:24
So one of the biggest pictures of Rory McIlroy was King Griffey
27:28
Junior. So totally unrelated to the
27:30
podcast, but I'm sure he was spending at least 18 minutes a
27:33
day taking pictures while he was one of the best baseball players
27:36
in the world. Yes, that's definitely.
27:40
Well, cool. If we walked you in a room,
27:42
Chaz, with a bunch of sales leaders and they're trying to
27:46
scale their brand, they're trying to better tap into
27:49
leverage and they're trying to improve their go to market
27:51
strategy. So all of the above, right?
27:54
Like they're just in that state. We need the best piece of advice
27:58
you can give us. What would it be?
28:00
There isn't any single piece of advice that I can give you
28:03
that's going to be because it's, so it's like, what's the silver
28:06
bullet? There isn't because everyone is,
28:08
is so different. But I would say, well, first I
28:11
would go through TTABS with them and I'd say first you got to get
28:16
absolute clarity. Well, there's, there's several
28:19
directions I would go with this. So think X + Y = T and that's
28:24
where I would start because this goes to your attitude.
28:27
Most businesses focus on how going to increase sales and the
28:32
tactics and strategy. That's all important.
28:35
But if you don't focus on the transformation your product,
28:39
your service, your solution makes in your clients lives and
28:43
businesses, then you're not going to have conviction in what
28:46
you do. So I have a simple formula X + Y
28:49
= T because I can't remember 1 like Ken Upton, he was amazing
28:54
boss who became my mentor. But it wasn't like hey, this it
28:58
was up selling advertising. This advertising is amazing.
29:02
It really wasn't this is going to transform our lives.
29:05
And I can't remember one business that I worked and I
29:09
worked with a lot over 30 plus years where I'm like, man, I'm
29:13
going to transform the lives. And if as a business you start
29:19
something because you want to transform, I mean, look at
29:21
Apple, OK, that's a great example.
29:23
If you want to transform the lives and the people you serve
29:26
and start there. And then in order to do that, to
29:31
reach them, then you're backing into.
29:33
So that's going to set your attitude.
29:35
I want to serve people so I can help them transform their lives
29:37
in business. And then we're going to go back
29:39
and we're going to walk through tabs.
29:41
OK, this is Trent. Now, how can we identify them,
29:45
attract them so we can on board them as new clients predictably.
29:49
And that goes into the the tactic, how you're going to
29:52
reached the technique, how you're going to execute that
29:54
tactic, your mindset, which is transformation, but also
29:58
intention to serve in serving someone, by the way, doesn't
30:02
mean you have a weak linguine type spine.
30:06
If you're truly serving people, you're going to ask them
30:08
difficult questions. You're going to go from passing
30:11
out band aids because you haven't gone below the little
30:14
cut they have on their arm in going below the cut, in
30:18
uncovering they have cancer. That's when they're ready to
30:21
make a buying decision. And then they'll pay you
30:24
whatever your solution is if they have confidence in you.
30:27
So it's focusing on the transformation you're going to
30:30
make that's going to set your framework and then working
30:33
through TTABS. That's what I would, that's what
30:37
I would share with them. But if you don't have the
30:39
conviction and the vision within your company transforming
30:42
people's lives, if someone comes to work for you, they're going
30:46
to be in and out. But if they come into your
30:50
business and see, wow, you're going to attract people.
30:55
There's going to be a flow of people.
30:56
Like let's just say salespeople are marketing to be wow, I want
31:00
to be a part of this. This is exciting.
31:02
And you're going to keep people there and you're going to hire
31:04
the best people because you're looking to change the world
31:08
because your product solution service transforms people's
31:12
lives. If you don't start there, then
31:14
your business is, is going to be like any other business.
31:17
Ah, we just want to grow. Why?
31:19
To make more money. Why?
31:21
So we could do more things so we can do what I want, what I want,
31:25
wherever I want, and whatever the saying goes.
31:28
And that's all good and fine. But if you don't start with the
31:30
premise of transformation, all the other stuff isn't going to
31:33
make sense because you're not going to have it up here.
31:37
And that's not going to be transferred to the people that
31:39
you hire on your team. That's great advice.
31:41
All right. We're coming in on the home
31:43
stretch, Chaz. We have a couple quick headers.
31:45
The first one, you can only pick one thing.
31:48
So this is a a constraint here only one what is the single
31:53
biggest challenge in sales today?
31:56
Single biggest challenge in sales today.
31:58
And I think at anything, it's just our mindset.
32:01
If you don't have the right mindset, perspective, think
32:03
perspective because mindset gets overused.
32:05
Growth mindset, scarcity mindset.
32:07
So your perspective determines how you face a challenge, and it
32:12
can either be an anchor that keeps you stuck in mediocrity or
32:17
a springboard that takes you into your potential.
32:20
So that challenge, that AI, anything that we're going in, we
32:23
can get so stuck. It's like, Oh my gosh, this is
32:26
new. This is outside of my comfort
32:27
zone. When you realize that challenge
32:30
is there to grow you and shift your perspective with that, then
32:33
that will change how you view things and so you don't get
32:37
stuck every time you face a challenge.
32:39
If you're not facing challenges, then that's another problem.
32:43
You're probably spending too much time in your comfort zone.
32:47
That's exactly. Right.
32:47
Yeah, I'm, I'm team motivated by big challenges.
32:51
Grass is greener if I don't have something big to solve.
32:53
So I I totally feel that. Yeah.
32:56
Awesome. Well, what are your favorite
32:58
tools and technology? So this is kind of lightning
33:01
round portion. They can be quick hitters, but
33:03
you've hit on notebook, you've hit on ChatGPT.
33:06
What else do you love to use today?
33:08
Yeah, I really like Brock. The the storytelling feature
33:11
there. I've actually started writing
33:13
some novels. I it keeps interrupting me.
33:15
Like there's Ara and I forget what the other name is, but I'm
33:18
like, this is my story. I want to tell this and I'm I'm
33:21
using it. It's kind of me, but I'm using a
33:24
different name and so I really enjoy that because now I'm
33:28
starting to write these novels and and whatnot.
33:30
That hit home with the point. So that's really good.
33:33
I've been trying whisper, which it's voice to text, but it's not
33:37
just voice to text. It will frame things in a
33:40
formatted context and they'll save you a lot of different
33:44
times. So that's something, you know,
33:46
LinkedIn isn't a new technology, but it's 80% of B2B leads are
33:50
generated there. So I spent over 15,000 hours
33:54
there and I still like it as a platform, but I can't think of
33:57
any other specific tools or whatnot other than what we
34:00
mentioned. I mean, the Claude, Claude is
34:02
really good for copy. I like that better than ChatGPT.
34:05
But those are some of the ones that I I like and enjoy.
34:09
Awesome. What about Goodreads?
34:10
What are your favorite books, blogs, podcasts, newsletters,
34:14
Anything that stands out to you? There's a book by Jamie Winship
34:18
that transformed my life talking about transformation.
34:20
It's called Fearless living. It's one of those books that you
34:23
can't just kind of sit down. I, I consume most of my books
34:27
through audible where you can just listen to it like I'm
34:30
working out and I'm listening to a book.
34:32
You got to sit down and really go through this.
34:34
So that book really helped me understand my God-given
34:38
identity. It only took me 5 decades to get
34:40
there, but it's OK. And because of that, it's thick
34:45
B do have a lot of people like Doctor Benjamin Hardy, who wrote
34:49
10X is easier than 2X with Dan Sullivan is, which is a good
34:53
book by the way. He talks about your frame, your
34:57
floor, your focus. But if you understand your
35:01
identity, you're naturally going to have and operate your being
35:06
out of who you are. You're naturally going to
35:08
operate at the right to high standards, have the focus and
35:12
that's what I think the biggest challenge is, you know, talking
35:15
about sales and what not is people don't understand who they
35:18
are and so they're imitating Alex or Rosie or Gary Vaynerchuk
35:24
and it just dilutes who you are. If you can really grasp your
35:29
God-given identity and operate out of that, it will solve so
35:34
many problems. So Fearless Living by Jamie
35:36
Winship. Amazing book.
35:39
It's a great recommendation. I'm going to add that one.
35:41
I love the ones you can't put down to and I've three straight
35:44
weeks of travel, so perfect time to buy that book.
35:48
What about great people? Who inspires you the most in the
35:51
B2B space? They don't have to be in the B2B
35:53
space, but who's inspiring you in the space you're in?
35:57
Jamie Winchip, so he is I actually, I bought a license to
36:01
his identity exchange. So I'm taking entrepreneurs
36:04
through the journey and hearing from God and their God-given
36:07
identity. So he's huge.
36:09
He's at the at the forefront. All of the other ones are a lot.
36:13
You know, you mentioned Jim Rohn, who's, I mean he was just
36:16
had a unique way, you know, he's Tony Robbins mentor.
36:19
Tony Robbins wouldn't be Tony Robbins if it wasn't for Jim
36:22
Rohn in his life. And I'm just trying to grasp
36:25
kind of some of the other people I like.
36:27
Craig Rochelle is another for leadership and what not.
36:30
He's really someone that I enjoyed to listen to, just a
36:34
person of integrity. They created this Bible app
36:37
which has, they're going to be a billion downloads of this Bible
36:40
app, which they started in like 2007 or something.
36:44
So that's pretty incredible. I can't think of someone
36:47
specifically like, wow, here's someone who is amazing.
36:50
I mean, I look at a lot of the same people that people follow
36:53
with the Alex, her Mosey and Layla, her Mosey and a lot of
36:57
other people. But I will go through cycles and
37:01
who I listen to, but those are some of my main ones that
37:04
follow, you know, starting with with Jamie Winship because I'm
37:06
kind of in that trend right now. Awesome.
37:09
Great answers. And then the most important
37:11
question of all, Chaz, how can everyone get in touch with you
37:14
after this episode? If that's the most important
37:16
question, I'd better answer it, right?
37:19
So a couple ways, Linkedin's the best place to reach me.
37:22
Just Chaz Horn on LinkedIn or go e-mail me at
37:25
chazhorn@chazhorn.com. You see my name, It's just 4
37:29
letters, 4 letters, Not chaz.hornchaz_justchazhorn@chazhorn.com
37:35
and. Put Chris In the subject line so
37:38
I KNOW where you found me also. I MEAN, if it's OK WITH you, I'd
37:42
Be happy to give away a copy of my the BDB BLUEPRINT To
37:46
Predictable Sales. You can have a link and you
37:48
could download that. There's video training and a lot
37:50
of the things that we're talking about there and much more.
37:53
You can get a copy of that as well.
37:55
Absolutely, we can totally make that happen.
37:57
So we can put that in the blog post, in the promotion and push
38:01
that out too. Well, Chaz, it's been a
38:03
pleasure. Thanks so much for sharing all
38:05
your knowledge with us today. Yeah, it's been, it's been
38:07
amazing to get into the conversation with you, Chris.
38:10
I appreciate it. Thank you so much.
38:13
Thanks for joining us for On Base.
38:15
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