044 John Livesay on Better Selling through Storytelling

John Livesay

John Livesay becomes the second guest to return to Sales for Nerds (catch his earlier episode on how to pitch here). Now he’s back to talk about “Better Selling through Storytelling”, which of course is the name of his new book.

In this episode, John goes into why storytelling is so important (it’s how we actually learn and communicate, not just by dumping facts on people), and how to do it effectively. In particular, John goes into:

Story Structure

Each story has a framework.

  • Exposition (the who, what, when, where, why)
  • The problem– if there’s no problem, there’s no drama
  • The solution
  • And the resolution– what life is like after the solution

How to Move up the “5 I’s” Ladder (whether in sales or in the dating world)

  • Invisible
  • Insignificant
  • Interesting
  • Intriguing
  • Irresistible

Note that most small business are stuck on the first 2 rungs.

The way to move up the ladder is to tell stories (you may have heard them called “case studies”) about one person so that other people can see themselves in the story. These stories will find their way to your buyers and pull them in if you do a good job.

Of course, this means picking your niche so that your story resonates with the other people in that niche. Don’t worry about going too narrow (this should sound familiar from Aaron Ross’s advice on nailing your niche). Your story will still resonate, just not as powerfully, with nearby niches. This is still better than telling a more generic story that applies to everyone, but resonates with no one.

To all the way to the top of the ladder, John (of course) tells the story of meeting Michael Phelps, and how his coach asked if he was willing to train on Sundays. When Michael said that we he was, the coach said, “great, now we have 52 more training sessions than the other swimmers.” This is John’s way of getting us to think about what we can do or offer that no one else can.

Weaving stories together

The buyer wants to see their story in your story about other buyers. They also need to know your story (although we typically focus too much on this part, and not enough on the others). So how do we weave these stories together?

First consider 3 unspoken questions a prospect has. Not: do I know, like, and trust you? But: do I trust, like, and know you? In other words, do I trust you enough to even listen to anything you have to say? Then, do I like you enough to want to listen? And finally, moving from the gut, to the heart, to the head, do I know you (and that you can do the job)?

If you can do that, you can use the case study to weave the stories together.

In this age of more and more information and technology, storytelling is more important than ever, but in John’s view, everyone can be a good storyteller.

Handling the negatives

Don’t get put off by objections– they are buying signals. And don’t forget that it’s not the job of your prospects, strangers, or even your kids to make you feel good. As John writes, “that’s why they call it self-esteem.”

Side note: some slides I often like to use:

The Wine (& Whisky)

John enjoys some Stag’s Leap Chardonnay.

Earlier that morning, I’d had a wisdom tooth out. They told me to avoid alcohol for a couple of days (not because of any health issues, but because it would hurt). I was tempted to just skip having a drink with John, but that didn’t seem right. I also didn’t want to open a bottle of wine if it was too painful to drink. So I decided to have a sip of whisky as a test. All good. So I had a glass of Caol Ila Islay 12 year old scotch.

(I was trying extra hard to concentrate and felt that I wasn’t doing a great job, but John said it was a good conversation.)

Where to find John…

Better Selling through storytelling cover

Get John’s book: Better Selling through Storytelling

listen-on-apple-podcasts-sales-for-nerds

Where you can find Reuben: @Sales4Nerds, @Mimiran, Mimiran.com (the easy CRM for people who are awesome at serving clients and would love some help getting more, but hate “selling”). You can also  listen on Overcast, or Subscribe on Android, or Player.fm.

Also, if you can get a free “fill in the blank” hero proposal template. Remember, a proposal is a story, not a brochure.

If you’ve ever struggled with a proposal, check out the “official” Sales for Nerds online course on Sales Proposals the Right Way (coupon link for listeners).


Get alerted when there are new episodes (1x/month):

Congratulations to the Sales for Nerds Signed Bookshelf Winners!

Congratulations to our winners– they have a lot of reading to do. (If you’re friends with them, see if you can borrow some of the books they’re not reading.) Here they are about to go into boxes…

Our first place winner is Josh Robbs.

Josh is a website consultant who helps small businesses develop and operate websites focused on meeting real business goals. He said he’s excited about all the books but is especially looking forward to digging into Oatmeal v Bacon and Authority Marketing.

Our second place winner is Marisa Eckberg, who runs Grey Owl HR.

This is so exciting!  Thank you, I’ve never really won anything like this before – maybe I should go get a lottery ticket! From the books and your Sales for Nerds course, I hope to gain some tips and trick as well as develop some better sales skills so I can ultimately help more small business owners with their HR needs.

You can find Grey Owl on Facebook and on LinkedIn.

Our third place winner is Albert Swantner, who’s the CTO of MobileTech Rx, based here in Austin. Mobile Tech RX is a venture-backed software company that helps auto reconditioning professionals make more money and save time.

I’m CTO and co-founder of a startup called MobileTech Rx based in Austin and a big part of what we are working on is our sales and marketing process.  As an engineer I have a lot to learn in this area and so I’m really excited for this set of books to help me set up a process and grow our company.

I’m looking forward to reading those books!

You can also find Albert on LinkedIn.

Thanks to all those who entered and especially thank you to the amazing authors who contributed books.

  • From Impossible to Inevitable: How Hyper-Growth Companies Create Predictable Revenue ($18), by Aaron Ross and Jason Lemkin
  • Sales Success Stories: 60 Stories from 20 Top 1% Sales Professionals ($16), by Scott Ingram
  • Attention Management: How to Create Success and Gain Productivity — Every Day ($17), the new book from Maura Thomas
  • Captivate: The Science of Succeeding with People ($17), by Vanessa Van Edwards
  • Oatmeal v Bacon: How to Differentiate in a Generic World ($15), by Justin Foster
  • Better Selling through Storytelling: The Essential Roadmap ($17) to Becoming a Revenue Rock Star, by John Livesay
  • Visual Models for Software Requirements ($64) and Software Requirements ($30), by Joy Beatty (if you’re wondering if this relates to you if you’re not in software, listen to Joy’s interview where she discusses reverse engineering requirements for the sales and marketing process).
  • Authority Marketing: How to Leverage 7 Pillars of Thought Leadership to Make Competition Irrelevant ($12) by Adam Witty and Rusty Shelton
  • Start Your Own Freelance Writing Business: The Complete Guide to Starting and Scaling from Scratch, by Laura Briggs ($14). This is essential if you’re starting a freelance writing business, but it has great tips for set up, sales, marketing, client management and more for any service business.
  • Deep Listening: Impact Beyond words – Paperback book & Playing cards, ($45) by Oscar Trimboli.
  • Asia Matos new e-book (so it won’t be signed): How to Build a Resilient as F*ck Mindset.
  • Sell More Faster: The Ultimate Sales Playbook for Startups, by Amos Schwarzfarb

Plus, all winners get free enrollment in the Sales for Nerds online course on Sales Proposals the Right Way, which will change the way you think about proposals, sales, and client projects. ($297)





043 Oscar Trimboli on Deep Listening

This is a bit of a different episode, but bear with me. Oscar Trimboli is not a “sales” expert, or a “marketing” expert, or any of the usual experts you’ll find on this podcast. He’s a “deep listening” expert. What does that even mean? And what does it mean for you?

First, consider the time and effort you’ve put into communication. Speaking, writing, presenting. Maybe not as much time and effort as we’d like, but consider how much time and energy have you invested in learning to listen?

Listening is more important that talking, but most of us have no formal training in how to listen. The good news is that you can listen to this episode (no pun intended) and get some great training that will help you be more effective at work and at life.

In this episode, learn:

  • How Oscar learned to be good at cards despite being bad at math.
  • How he decided to focus his career on deep listening.
  • Why deep listening is essential for good sales and marketing
  • How to shorten the sales cycle
  • The 4 listening villains (The Dramatizer, The Interrupter, The Lost Listener, and The Shrewd Listener)
  • The simple reason we have to listen deeply– the rates of speaking (125 words per minute), listening (400 words per minute) and thinking (up to 900 words per minute) are different– so there’s always something unsaid going through the speaker’s mind. You might only be getting 11% of the picture.
  • Listen for code words that show that speaker is getting to thoughts originally unspoken, like “I’ve just realized…” or “what I forgot to mention is…”
  • Deep listening is actually about helping the speaker get their real thoughts out.
  • Why you don’t want to start with “why?” questions, start with “how?” and “what?” (reminiscent of advice Craig Elias gave in Episode 36).
  • Listen to the silence– give your conversation partner time to think
  • The 5 Layers of meaning:
    • Listening to yourself
    • Listening to content (this is where most listening advice starts, forgetting how important it is to get yourself in the right place)
    • Listening for context
    • Listening for what’s unsaid
    • Listening for meaning
  • Simple advice for becoming a better listener: turn off your screens (including mental browser tabs), and take 3 deep breaths so you can slow down and focus on listening.

If you like this episode, check out the Deep Listening podcast and the Deep Listening book (and the box set that includes the cards)

The Wine

I’m enjoying some Qupé Syrah from Santa Barbara County. Oscar is the designated driver, both for his wine-loving relatives and on this podcast.

I enjoyed some Loveblock (that does not sound right, does it?) Sauvignon Blank from New Zealand (taste much better than the name). 😉

Where to find Oscar…

listen-on-apple-podcasts-sales-for-nerds

Where you can find Reuben: @Sales4Nerds, @Mimiran, Mimiran.com (the easy CRM for people who are awesome at serving clients and would love some help getting more, but hate “selling”). You can also  listen on Overcast, or Subscribe on Android, or Player.fm.

If you’ve ever struggled with a proposal, check out the “official” Sales for Nerds online course on Sales Proposals the Right Way (coupon link for listeners).


Get alerted when there are new episodes (1x/month):

042: Aaron Ross (again) on going From Impossible to Inevitable in Sales

Aaron Ross

Aaron Ross returns to Sales for Nerds after coming on in Episode 20. If you haven’t heard that, you might want to listen to that first (although you don’t have to). Aaron’s got 9 kids (and working on more– many of these are adopted, just FYI), so he’s a busy guy.

He started a company that failed because he didn’t know sales well enough, so he joined Salesforce to learn about sales.

He’s written 2 hugely influential books–

In this episode, Aaron talks about some of the most critical topics in the book (but you should really just read it).

Nail Your Niche

The biggest challenge people have getting a company off the ground is “nailing the niche”. If you don’t do this, you can waste a ton of money, time, and energy on sales and marketing efforts that don’t work. (If you need some help with your niche, see this Mad Libs Positioning Generator tool, and check out the one question you should ask if you’re considering narrowing your or broadening your niche.) We all have fear of missing out (FOMO), but if we don’t focus, it’s very hard to get traction.

How do you know if you have a good niche? If you can describe what you do, whether an elevator pitch or on twitter, do people understand what you do, and do the right people ask for more.

A lot of updates to the second edition involve the deluge of information. Aaron notes that buyers don’t necessarily know more than ever, they’re often more confused than ever.

If you’re in services, it’s easy to say that almost anyone could be in your market, so focus on the use cases where you add the most value.

The Current Information Environment

How do you deal with massive surge of content– you can’t just write a great blog post and get on the front page of Google. You have to create a signature piece of cornerstone content. What’s the one thing you want your company to be known for?

How Do You Grow the Value of Your Company

Another interesting case study from the book is how Bregal Sagemount — a private equity firm– triples the value of a company in 3 years. They mostly focus on growing sales faster– because that grows the value of the company most effectively. They invest in getting more leads, run better meetings, leading to more deals. (Sounds familiar, right?)

Unifying Sales and Marketing, while Specializing Roles

They try to get specialized roles for sales, especially better outbound prospecting, but they also get sales and marketing together as a “revenue team”. One of the best practices is to put marketing on a quota for sales-qualified leads or revenue, if the sales cycle is short enough (a quarter or less). So if you want to increase the value of your company, increasing sales growth and predictability is likely the way to go.

How do you define a qualified lead? This will vary from company to company and even by channel (an inbound lead is usually more qualified than an outbound lead, for example). A starting point for a qualified lead might be:

  • Do they have authority
  • Do they have a need
  • Do they want a next step

Note that in industry, a person with enough authority can make budget and timing happen.

Inbound and Outbound (Nets and Spears)

Inbound is great, outbound is great. And they go great together. Outbound lets you access parts of the market that don’t know you exist, and you can define your targets. If you’re going to do outbound, make sure one person owns the initiative. At least one person should be doing this full time for a few months. One example is Zuora, which had reps doing 30 calls and 60 emails per day. The better you know your customer, the better you’ve nailed your niche, the easier this outbound prospecting gets.

If you don’t know who to call, but you know which companies, you can call the company and ask nicely.

When someone asks what you do, pretend they asked you “how do you help your customers?” Use the first 3 seconds of the conversations to earn the next 60 seconds.

By all means, check out the book… (see links below)

Home

The Wine (and the Beer)

Aaron is enjoying some Stella Artois (“when I was in Belgium, this was the stuff they serve to tourists, but it’s tasty.”)

I enjoyed some Loveblock (that does not sound right, does it?) Sauvignon Blank from New Zealand (taste much better than the name). 😉

Where to find Aaron…

listen-on-apple-podcasts-sales-for-nerds

Where you can find Reuben: @Sales4Nerds, @Mimiran, Mimiran.com (the easy CRM for people who are awesome at serving clients and would love some help getting more, but hate “selling”). You can also  listen on Overcast, or Subscribe on Android, or Player.fm.

If you’ve ever struggled with a proposal, check out the “official” Sales for Nerds online course on Sales Proposals the Right Way (coupon link for listeners).


Get alerted when there are new episodes (1x/month):

036: Craig Elias on Trigger Event Selling and More

Craig Elias

Craig started as a computer science major and ended up one of the top sales people in Canada, with a best-selling sales book to his name.

How did this happen? And what can you learn from this for your business (and your life)?

In this episode, learn:

  • What’s considered a mild winter in Calgary.
  • How he jump started his sales career, even though he didn’t seem qualified on paper. (And how he reflected on this later and the realization it led to.)
  • Craig’s primary sales philosophy: How do I become the first person people call when they have a problem?
  • Where to look for great sales reps.
  • Why he had a lot of price objections when he started, and what he did about it.
  • What he did after he joined WorldCom just as 9/11 was happening, and then, after he became their top sales rep, what happened when everyone realized the execs had committed accounting fraud. It was the first time no one would buy from him.
  • Craig’s 3 big epiphanies about sales:
    • The Window of Disatisfaction
    • Trigger Events (and typical examples)
    • Analyzing wins (and why it’s more important than the typical sales advice of “even if you lose the deal, don’t lose the lesson”)
  • Why you need to use verbs instead of nouns (with some great examples from trucking companies to marriages), and what you want to hear as a response.
  • Why you want to ask “how?” and “what?” rather than “why?” questions (speaking of advice that can also apply to marriages).
  • Why Craig ended up living on Yerba Buena Island in the middle of San Francisco Bay (I always wondered who actually lived there whenever I drove over the Bay Bridge).
  • And much, much more. Even though I had read Craig’s book, I learned a ton, and I think you will, too.

The Wine

After my forced experiment with rosé in the last episode, I’m back to reds with Parducci True Grit Reserve Petite Syrah 2014 from California, while Craig enjoyed some Tom Gore 2016 Cab, his favorite California Cabernet Sauvignon.

Where to find Craig:

Craig’s Book:

Shift! Harness the Trigger Events that Turn Prospects into Customers

Other books mentioned in the episode:

Consultative Selling, by Mack Hanan.

Spin Selling, by Neil Rackham. Craig says that chapter 4 in particular is the best 30 pages written about sales.

And, my weakness in Russian literature is obvious. The quote about happy families is not from Dostoyevsky. It’s Tolstoy– in fact it’s the beginning of Anna Karenina:

“Happy families are all alike; every unhappy family is unhappy in its own way.”

listen-on-apple-podcasts-sales-for-nerds

Where you can find Reuben: @Sales4Nerds, @Mimiran, Mimiran.com (the easy CRM for people who are awesome at serving clients but would love some help getting more). You can also  listen on Overcast, or Subscribe on Android, or Player.fm.


Get alerted when there are new episodes (1x/month):

033: Vanessa Van Edwards on How to Captivate People

Vanessa Van Edwards Vanessa Van Edwards is lead investigator at the Science of People—a human behavior research lab. She is the national bestselling author of Captivate: The Science of Succeeding With People, which was chosen as one of Apple’s Most Anticipated Books of the year. Her work has been featured on CNN, NPR and Fast Company. She has written columns on the science of success for Entrepreneur Magazine and the Huffington Post. Vanessa started her study of people as a shy teenager, trying to figure out how people interacted. This turned into a lifelong pursuit. When I read her book, I wanted her to come on the show. Vanessa was kind enough to take time away from her 10 week old daughter to share her story and wisdom. There’s a lot of great stuff in here, including

  • When to practice your new tactics (and when not to).
  • One of the few things Reuben did right in college, and how you can apply this technique right now to help you.
  • Why we subconsciously use defensive body language in work settings, and what we can do about it (another great VVE technique).
  • Starting a conversation vs “sparking” a conversation.
  • Why everyone should do 6 months in sales of some kind.
  • Vanessa’s sales tip– don’t focus on sales, focus on stories.
  • Don’t hand out your props at the beginning of the meeting.
  • How to let other people impress you, instead of trying to impress them.
  • What to say, where to stand, and what to do at networking events.
  • How to share stories effectively, and how to know if your stories are too long.
  • How to ask for advice
  • Bonus: A tip that Vanessa has never mentioned before when people ask if you know someone…

Books Captivate: The Science of Succeeding with People Captivate The science of succeeding with people               Other books mentioned:

  • Howard’s End, by E.M. Forster. One of the great works of English literature (so I’m told) with a great motif: “Only connect!”

Other Tools & Resources:

  • Check out Vanessa’s site Science of People for all kind of goodies on improving your social interactions.

The wine

As mentioned, Vanessa had to take a rain check on the wine because she has a newborn that she’s feeding, but in her honor, I got to enjoy something from one of her favorite Oregon wineries, Argyle (it’s the 2013 Reserve Pinot Noir). It’s got a bit of fruit and bit of earth, but not whelming, and it’s got more body than a lot of Willamette pinots. Argyle Pinot Noir 2013    bottle_0002_oban-14yo

Where to find Vanessa:

Where you can find Reuben: @Sales4Nerds, @Mimiran, Mimiran.com (the easy CRM for people who are awesome at serving clients but would love some help getting more). listen-on-apple-podcasts-sales-for-nerds You can also  listen on Overcast, or Subscribe on AndroidPlayer.fm.


Get alerted when there are new episodes (1x/month):

032 Michael Zipursky on the Elite Consulting Mind

Michael Zipursky

Michael Zipursky didn’t mean to start consulting with giant Japanese corporations in his early 20s. It just happened. Hear how he pulled it off, and how he started multiple businesses, including his most recent venture helping consultants learn from his mistakes (this should sound familiar to long time listeners). Plus, learn to improve your results by improving your mindset, from the author The Elite Consulting Mind. In this episode, learn how:

  • Michael set himself up for success in his early 20s before he got on a plane for  Japan. (He found a niche for helping Japanese companies market to the North American market.)
  • Why he’s fascinated with languages and cultures.
  • Michael learned how to sell, sometimes the hard way.
    • Why people try to rush sales before relationships, and what to do instead (and a time Michael made a bad mistake in this area).
    • How many consultants make the opposite mistake, and never try to actually sell anything. (“No one buys consulting, unless someone makes an offer.”)
    • No one wants to buy what we’ve created. They want to buy a solution to their problem.
    • The only way to solve the problem is to understand it by asking questions.
    • When you understand the problem, you can charge a lot more.
  • What’s holding people back? Usually fear. Fear of making a mistake, the unknown, and being rejected.
    • The Catch-22 is that confidence and competence come from taking action, while people don’t take action because they’re afraid.
    • Taking action gives you the only feedback that really matters– from the market.
  • When we do “take action”, a lot of the things that make you feel productive, because you’re spending time on them, are not actually moving your business forward. Drop those things, and spend more time on the smaller fraction of things that actually create lots of value. We often do things that are easy or comfortable, rather than the things that are hard and actually productive. For example, spend time to meet with people, or, at a minimum pick up the phone and have a two way conversation. Don’t fall into the trap of sending the quick email.
    • Think you don’t have time? Follow the 80/20 rule. Document your process and pinpoint where you are really required. Offload repeated tasks (and your ego).
    • What you can’t outsource— marketing! You have to define your audience and your message.
  • Bonus tip: If you really want to build a thriving practice, stay in touch and make introductions when you *don’t* have the solution they need right now. This is a great way to build trust.

Books

EliteConsultingMindCoverThe Elite Consulting Mind: 16 Proven Mindsets to Attract More Clients, Increase Your Income and Achieve Meaningful Success, by Michael Zipursky.

 

Other books mentioned:

Other Tools:

 

The wine

We were on a Sonoma Coast Pinot Noir kick for this discussion, without any coordination. Michael was drinking some Patz & Hall 2014 Sonoma Coast Pinot Noir (which is amazing, if you like Pinot like I do). I had the also delicious but less amazing (but much more affordable) Sean Minor 2014 Sonoma Coast Pinot Noir.

Patz and Hall

Sean Minor

 

 

bottle_0002_oban-14yo

Where to find Michael:

Where you can find Reuben: @Sales4Nerds, @Mimiran, Mimiran.com (the easy CRM for people who are awesome at serving clients but would love some help getting more).

listen-on-apple-podcasts-sales-for-nerds

You can also  listen on Overcast, or Subscribe on AndroidPlayer.fm.


Get alerted when there are new episodes (1x/month):

031: Rusty Shelton on Authority Marketing and Writing Books

Rusty Shelton

Rusty Shelton has written 2 books, and his latest one, Authority Marketing: How to Leverage the 7 Pillars of Thought Leadership to Make Competition Irrelevant, is about using books to help spread your message and grow your business.

I sat down with Rusty in his Hill Country office to talk about media, authority, marketing, and more. In this interview, learn…

  • How Rusty got into the publishing world, and how he got started on his first book.
  • The “why?” behind writing a book– it’s not about getting rich from selling a lot of copies. (“The worst way to make money from a book is buy selling it.”)
  • Why every company is a media company.
  • Why books are different than other forms of media, and why writing one is different for your brand than other forms of content.
  • 3 types of media channels
    • Rented media (Facebook, etc)
    • Earned media (PR, speaking, referrals, etc)
    • Owned media (this is the new channel that didn’t exist for most of human history, at least not a global scale)
  • 3 types of audiences– the stadium analogy
    • your customer and partners
    • people who have a seat in the stadium, but haven’t bought yet.
    • outside the stadium
  • The big marketing mistake companies make with the stadium
  • How to set up compelling Lead Magnets.
  • How to convert earned media to owned media.
  • Content strategy as your personal newspaper
    • Don’t fill it with ads or op-eds
    • Think like the media, not a marketer– focus on the needs of the audience
  • Why personal brands can be more powerful than big corporate brands
  • How to use visuals to promote your personal brand
  • How your personal brand is important, even for referral-based work
  • 3 ways to publish
    • Traditional publishing with a major publisher, an advance, etc. Takes about a year. Getting harder and harder to get this if you don’t already have a big stadium.
    • Independent– you get the editor, design the cover, etc. You can sell these in bookstores, but there’s more work involved, and you shouldn’t expect to be on a lot of shelves.
    • Assisted self publishing, or hybrid (like Greenleaf Books, Advantage | Forbes Books)
  • Doesn’t matter as much as it used to, but, the book has to be good, and it can’t look like it was “self-published”.
    • You need to have an audio book if you’re trying to reach business audiences. (Joel Block here in Austin help us do our reading, which took 9 hours for 35,000 words, and yielded an 8 hour audio book.)
  • Do an online brand audit– type your name into Google. Are you there? Do the results line up with what you want your prospects to see?
  • What’s holding me back from writing a book?
    • How to “eat the elephant”, and why you don’t need to write a 100,000 words.
  • Sales for Nerds the book– it’s coming. What have I done?!?!?! What would you like to see covered in the book? Let me know on Twitter

Books

Authority Marketing Book CoverAuthority Marketing: How to Leverage the 7 Pillars of Thought Leadership to Make Competition Irrelevant

And Rusty’s previous book:

Mastering the New Media Landscape: Embrace the Micromedia Mindset

The wine

Monte Real RiojaMonte Real Rioja 2009 from Spain. Delicious, a bit of BBQ and smoke. Feels right at home in the Texas summer.

 

 

bottle_0002_oban-14yo

Where to find Rusty:

Where you can find Reuben: @Sales4Nerds, @Mimiran, Mimiran.com (the easy CRM for people who are awesome at serving clients but would love some help getting more).

listen-on-apple-podcasts-sales-for-nerds

You can also  listen on Overcast, or Subscribe on AndroidPlayer.fm.


Get alerted when there are new episodes (1x/month):

030 David A. Fields on Building an Irresistible Consulting Business

DavidAFields

David A. Fields shares his journey from a teenager trying to save up money to buy a computer, to becoming a consultant, to helping other consultants with the business of consulting. He recently wrote one of the most useful books on consulting I’ve read, The Irresistible Consultant’s Guide to Winning Clients: 6 Steps to Unlimited Clients & Financial Freedom. (Seriously, read this book, it’s not the typical 20 pages of content and 200 pages of filler.)

In this interview, David shares his story, and advice from his book, including:

  • The critical lesson he learned selling shoes: it’s not about the shoes, it’s about the feet. (This sound really simple, but it’s not easy to pull off in practice, even for some of the 8-figure firms David helps.)
  • How he “fell into” consulting, then got worried because his partner had to quit 4 weeks later, and how “on a lark” he started working with other consultants.
  • Why he loves consulting.
  • Why you don’t have to be super smart, innovative, or even better than the competition. (And why attempts at differentiation probably lose more business than anything else.)
  • You have to show the client that they can trust you to solve the problem without hurting them. (And what you have to do with your approach to build trust.)
  • Why consulting is bought, not sold.
  • How to perform “The Turn” from marketing and relationships (social norms) to an actual sales opportunity (market norms) with 7 simple words: “are you open to a separate conversation?”
  • How to structure and set fees, including using the “heart attack question” to bound the budget discussion.
  • Some encouragement on building a consulting practice: “This isn’t a business about doing things perfectly, it’s about doing the right things.”
  • Plus, David and Reuben get into details on structuring proposals.

A quick recap of the 6 Steps from David’s book:

  1. Think “right side up” (client first)
  2. Maximize impact with the prospects you have (the right people, the right problem, the right solution, at the right time, with the right fishing line) As consultants, “we don’t hunt, we fish”.
  3. Build visibility, with 2 of the 5 channels (speaking, writing, networking, trade associations, digital presence). However, 1 of the channels must be networking.
  4. Connect, connect, connect
  5. Become the obvious choice (“Discovery” is the key here, and will be the title of one of David’s upcoming books)
  6. Propose, negotiate, and close (including how to offer different options and how to handle price objections).

Books

Irrestible Consultants Guide to Winning Clients

The Irresistible Consultant’s Guide to Winning Clients: 6 Steps to Unlimited Clients & Financial Freedom

The wine

Reuben had some Marquis de Calon (Bordeaux, Saint Estephe 2010)  53% Cabernet sauvignon, 38% Merlot, 7% Cabernet Franc, 2% Petit Verdot. Plum, red current, coffee, earth. Yum.

David does not drink alcohol (despite trips to Bordeaux and Italy), but here’s his recipe for irresistible iced chocolate:

1 tbs cacao powder*
1 tbs carob powder*
1 handful unsalted cashews*
1 frozen, ripe banana for sweetener
20 oz water

Blend all ingredients in a high-power blender (Vitamix or Blendtec) for 50 seconds on high. Pour over glass of ice cubes.

*David uses raw, organic ingredients, but it’s not required.

bottle_0002_oban-14yo

Where to find David:

Where you can find Reuben: @Sales4Nerds, @Mimiran, Mimiran.com.

listen-on-apple-podcasts-sales-for-nerds

You can also  listen on Overcast, or Subscribe on AndroidPlayer.fm.


Get alerted when there are new episodes (1x/month):

029 Stella Orange on Authentic Marketing

Screen-Shot-2018-01-30-at-2.30.56-PM-768x857

Stella Orange talks about her strange path to marketing and copywriting via Japan, school teaching, bike riding, and writing copy to raise money for an arts nonprofit in Montana.

This includes the books she read to teach herself direct marketing, how she got her first clients (a great strategy for people who don’t have a sales engine when they start), and the mistakes business owners make in marketing.

[Extra props to Stella for taking time out of her vacation to record this episode, which I had to reschedule not once, but twice. This did leave her without whiskey, which was quite unfortunate. And then her dog threw up during the call, which she cleaned up on the fly. Thanks for being a trooper.]

Check out this episode to learn:

  • How working for a nonprofit and writing and performing plays gave Stella a great perspective on the performance of marketing. (Everyone has an interesting story about how they got into sales and marketing, and this might be one of the most interesting stories I’ve heard.)
  • How she turned her passion for writing into a “career”, despite being “unemployable”.
  • How she got her first clients, and how she taught herself sales. (And what her coach said to her when she said, “I’m a writer, I want my work to speak for itself.”)
  • Why she cried when she was starting her business, and why she cried after it took off.
  • Her stress over charging $450 for a 5 page website (she now charges much more, and has a great way of dealing with price objections).
  • “Old marketing”, focusing on pain, versus “new marketing”, focusing on desires, which can attract more qualified leads for many businesses. (Stella spent way too much time on unqualified leads early in her career.)
  • The biggest mistake people make in marketing (and of course, what you should do instead).

Books (if you don’t want to spend the money on the Amazon link, you can go to the public library like Stella did):

The wine whiskyOban 14 Year Old

Reuben had some Oban 14 year old Highland whisky. It’s got a little bit of sweetness to it, with hints of vanilla and caramel. Nice for people who don’t want all the peat, but also want a bit more flavor than the Macallan.

bottle_0002_oban-14yo

Stella wished, for just this one moment that she wasn’t on vacation, and was at home with her bottles, preferably the Yoichi Japanese whisky.Yoichi Single Malt

bottle_0002_oban-14yo

Where to find Stella:

Where you can find Reuben: @Sales4Nerds, @Mimiran, Mimiran.com. (Looking for a way to turn more visitors into leads, leads into conversations, conversations into clients, and stay in touch with the people who matter? Start a Mimiran free trial.)

listen-on-apple-podcasts-sales-for-nerds

You can also  listen on Overcast, or Subscribe on AndroidPlayer.fm.


Get alerted when there are new episodes (1x/month):