1 00:00:00,870 --> 00:00:05,160 Hey, you savages. It's Dave Lorenzo. I'm the godfather of growth, 2 00:00:05,160 --> 00:00:06,870 and this is your Saturday side hustle. 3 00:00:06,870 --> 00:00:11,730 Today we've got a live talk I did just yesterday in front of an audience 4 00:00:11,730 --> 00:00:15,090 at Icebox Cafe in Dale Beach, Florida. 5 00:00:15,510 --> 00:00:20,370 This is a talk on selling to CEOs of mid-market companies and 6 00:00:20,370 --> 00:00:24,390 selling to entrepreneurs, and it's all about the right mindset, 7 00:00:24,660 --> 00:00:29,460 the mindset you need to be in and the things you need to do in order 8 00:00:29,460 --> 00:00:33,210 to approach CEOs where they are, connect with them, 9 00:00:33,300 --> 00:00:34,770 speak their language, 10 00:00:34,980 --> 00:00:39,420 and eventually develop a relationship so that you can wind up working with them. 11 00:00:39,750 --> 00:00:43,620 It's a live talk in front of a live audience in a working restaurant. 12 00:00:43,620 --> 00:00:45,570 So there's some kitchen noise in the background. 13 00:00:45,780 --> 00:00:50,370 You'll hear me talking on the PA system so it doesn't sound like 14 00:00:50,400 --> 00:00:51,660 overproduced audio. 15 00:00:51,670 --> 00:00:56,580 It sounds like an audio that you would hear if you were in the audience with 16 00:00:56,580 --> 00:00:57,990 us live, 17 00:00:58,260 --> 00:01:03,150 so enjoy this talk. We'll see you back at the end For the happy 18 00:01:03,210 --> 00:01:06,720 recap, today's education session for 15 minutes, 19 00:01:06,720 --> 00:01:11,370 we're going to talk about the seven questions you must 20 00:01:11,370 --> 00:01:14,640 answer if you want to sell to CEOs. 21 00:01:15,030 --> 00:01:19,500 I work with almost exclusively these days, mid-market CEOs, 22 00:01:19,500 --> 00:01:24,180 and I define mid-market as $10 million in annual 23 00:01:24,190 --> 00:01:28,680 revenue up to about $300 million in annual revenue. That's my sweet spot. 24 00:01:28,920 --> 00:01:30,510 That's who I work with. 25 00:01:30,840 --> 00:01:34,290 I still teach a handful of professionals how to sell to those people, 26 00:01:34,890 --> 00:01:39,240 and here's what I found. The people who sell to CEOs, 27 00:01:39,900 --> 00:01:42,120 especially professional service providers, 28 00:01:43,110 --> 00:01:47,520 you need some help because the approach that you're 29 00:01:47,520 --> 00:01:52,290 taking while educational and informative is not an approach 30 00:01:53,010 --> 00:01:54,060 that really resonates. 31 00:01:54,060 --> 00:01:59,010 So I'm going to give you today seven questions that 32 00:01:59,010 --> 00:02:03,570 you can ask mostly yourself to refine your approach to sell 33 00:02:03,870 --> 00:02:06,600 to entrepreneurs in that space. By the way, 34 00:02:06,660 --> 00:02:08,730 just so that I make sure I'm on target here, 35 00:02:08,730 --> 00:02:13,560 I can drop into a different routine if I'm not targeting the right folks here. 36 00:02:13,560 --> 00:02:15,600 How many of you work with people in this market segment? 37 00:02:15,900 --> 00:02:20,010 Raise your hands just about everybody. 10 million to 300 million. 38 00:02:20,670 --> 00:02:22,620 Alright, question number one, 39 00:02:24,480 --> 00:02:29,070 what problem can you solve and why 40 00:02:29,070 --> 00:02:32,850 does the business owner, the C E O, why do they need to solve it? 41 00:02:32,940 --> 00:02:37,560 What problem can you solve and why does the business owner need to solve it? 42 00:02:38,700 --> 00:02:39,533 Now, 43 00:02:40,590 --> 00:02:45,240 you need to have a good answer for this because this is the whole reason why 44 00:02:45,240 --> 00:02:46,380 they would want to talk to you. 45 00:02:48,450 --> 00:02:51,300 I got approached this week by someone, 46 00:02:51,300 --> 00:02:53,910 and I'm not going to share who the person is. Maybe you know him, 47 00:02:53,910 --> 00:02:58,470 maybe you don't. And they said to me, Hey, I see you work with CEOs, and I said, 48 00:02:58,470 --> 00:03:00,250 yeah, and they said to me, 49 00:03:00,250 --> 00:03:02,800 do you ever talk to them about cash balance retirement accounts? 50 00:03:04,570 --> 00:03:07,630 And I don't know if you know what I do, but I'm a business strategy consultant. 51 00:03:07,630 --> 00:03:10,120 I help people grow their businesses and that sort of thing. 52 00:03:10,330 --> 00:03:12,850 On the list of the hundred things we talk about, 53 00:03:12,860 --> 00:03:15,730 if I were to look for a cash balance retirement accounts, 54 00:03:15,730 --> 00:03:20,500 it probably wouldn't be in the top like thousand things that we talk 55 00:03:20,500 --> 00:03:20,830 about. 56 00:03:20,830 --> 00:03:25,570 I have recommended one time a cash balance retirement account to a 57 00:03:25,570 --> 00:03:29,680 client who had a fantastic year and needed to save money on their taxes. Now, 58 00:03:29,690 --> 00:03:31,300 why do I tell you this story? 59 00:03:32,920 --> 00:03:37,600 If your pitch to A C E O is walking up to them and handing them your business 60 00:03:37,600 --> 00:03:40,570 card and going, do you know what a cash balance retirement account is? 61 00:03:41,410 --> 00:03:44,440 One of two things is going to happen. Okay? If you're lucky, 62 00:03:44,440 --> 00:03:49,330 the person will just turn and walk away. If you're not lucky, 63 00:03:49,330 --> 00:03:50,980 it could be really, really ugly. 64 00:03:51,730 --> 00:03:56,710 So three things you should do to answer this question, okay? 65 00:03:56,980 --> 00:04:01,450 If you are targeting people in the B two B space, number one, 66 00:04:02,170 --> 00:04:04,510 do your research on the industry. 67 00:04:04,600 --> 00:04:09,550 Know the industry issues that are happening so that 68 00:04:09,550 --> 00:04:13,870 you can walk up to them and say, Hey, I hear there's a crankshaft shortage. 69 00:04:13,990 --> 00:04:17,980 I understand you're in manufacturing for the automotive industry. Yeah, I am. 70 00:04:18,010 --> 00:04:22,000 Is that crankshaft shortage affecting you? Oh my gosh, you have no idea. 71 00:04:22,420 --> 00:04:23,253 What does that do? 72 00:04:23,650 --> 00:04:27,340 That immediately gives you credibility and it immediately shows that you 73 00:04:27,340 --> 00:04:32,020 understand them and their business. The second thing 74 00:04:32,020 --> 00:04:36,820 is if it's a company that's local and people who are doing 75 00:04:36,820 --> 00:04:41,260 business with them, you can ask about a specific company challenge. 76 00:04:42,550 --> 00:04:43,600 If you're a member of Provisor, 77 00:04:44,230 --> 00:04:48,730 there's somebody in this room who knows a company that you want to work with, 78 00:04:49,360 --> 00:04:51,760 you can sit down with that person and say, Hey, Nicola, 79 00:04:51,970 --> 00:04:55,210 what are the three issues that Carlos Gutierrez is facing today? 80 00:04:55,210 --> 00:04:56,830 I know you're friends with him. Oh, 81 00:04:57,430 --> 00:04:59,950 Carlos is having trouble connecting with probate attorneys. 82 00:05:00,250 --> 00:05:01,630 He loves to work with them. 83 00:05:01,810 --> 00:05:05,140 The second thing he's having trouble with is people are afraid to list their 84 00:05:05,140 --> 00:05:08,110 house because interest rates are high, 85 00:05:08,290 --> 00:05:11,620 and the third thing he's having trouble with is he's having trouble getting the 86 00:05:11,620 --> 00:05:15,850 people whose listings he does have to come down off of their top of the market 87 00:05:15,860 --> 00:05:20,170 offers because the market has been so difficult. Those are three things that, 88 00:05:20,380 --> 00:05:24,220 three challenges that Carlos is facing. I do it. Carlos nailed it. Yeah, 89 00:05:24,220 --> 00:05:24,843 I nailed it. 90 00:05:25,030 --> 00:05:29,740 So this is just a little bit of due diligence. 91 00:05:30,310 --> 00:05:33,880 It's better for you if you're targeting CEOs as your clients. 92 00:05:33,940 --> 00:05:38,770 It's better for you to have 10 targets that intimately 93 00:05:39,250 --> 00:05:41,980 than a hundred targets nothing about, 94 00:05:42,790 --> 00:05:46,180 because these people are human. They have real problems, 95 00:05:46,180 --> 00:05:50,410 and the fact that you can solve their problems or be a solution to their problem 96 00:05:50,800 --> 00:05:53,650 is what you're looking to do. Alright? 97 00:05:53,650 --> 00:05:58,520 The second question you need to ask yourself is why do they need 98 00:05:58,520 --> 00:06:01,070 to solve this problem now? 99 00:06:02,580 --> 00:06:05,210 So they have a problem and they have a problem? 100 00:06:06,800 --> 00:06:10,550 Why do they need to solve this problem? Now, why is it important? 101 00:06:10,560 --> 00:06:12,860 Why is there urgency for solving this problem? 102 00:06:13,490 --> 00:06:17,300 If you have a solution and they don't have a problem, 103 00:06:17,780 --> 00:06:19,340 you're talking to the wrong person. 104 00:06:21,800 --> 00:06:26,720 You need to find out what problem they have and why they need to solve it now. 105 00:06:26,720 --> 00:06:29,900 Now here's the beauty of having a network like this. 106 00:06:30,700 --> 00:06:34,640 If they have a problem and you can't solve it, 107 00:06:35,150 --> 00:06:38,900 grab one of the people in this room, bring them with you. 108 00:06:38,930 --> 00:06:41,450 If they're the solution to the CEO's problem, 109 00:06:42,500 --> 00:06:44,240 why is that valuable to you? 110 00:06:44,870 --> 00:06:47,870 Because it shows an external orientation. 111 00:06:47,900 --> 00:06:52,490 It shows that you are concerned about the things that are going 112 00:06:52,490 --> 00:06:56,780 on in their world and in their business. Think about that for a minute. 113 00:06:58,160 --> 00:07:00,740 Somebody's got a problem, you don't have the solution, 114 00:07:00,740 --> 00:07:04,310 but you want to work with them. They have a problem you can solve, 115 00:07:04,320 --> 00:07:06,020 but they haven't realized it yet. 116 00:07:06,470 --> 00:07:09,500 Help them solve the problem they do have. 117 00:07:10,460 --> 00:07:14,330 Does that make sense? If you want to start a relationship with someone, 118 00:07:14,600 --> 00:07:15,650 there's two ways to do it, 119 00:07:16,130 --> 00:07:20,600 and this goes for any aspect of life. The first way is put some money in their 120 00:07:20,610 --> 00:07:22,580 pocket, introduce 'em to a client. 121 00:07:23,000 --> 00:07:25,550 The second way is solve a problem that's keeping 'em up at night. 122 00:07:26,150 --> 00:07:28,040 So if you've uncovered a bunch of problems, 123 00:07:28,040 --> 00:07:31,670 I can't help Carlos solve any of those problems that he has right now, 124 00:07:32,090 --> 00:07:35,750 but I can probably introduce him to a new probate attorney that would help him. 125 00:07:36,830 --> 00:07:41,120 So that wouldn't get me business from Carlos, 126 00:07:41,120 --> 00:07:43,070 but it definitely would help Carlos out. 127 00:07:43,070 --> 00:07:47,150 It would keep me top of mind with Carlos. So what problem do they have? 128 00:07:47,150 --> 00:07:51,410 Why do they need to solve it? Now, question number three, why 129 00:07:53,690 --> 00:07:55,820 are you the right person to solve this problem? 130 00:07:56,780 --> 00:07:58,310 You got to have a good answer for this question, 131 00:07:58,790 --> 00:08:03,470 and 30 years in business or 30 years as an attorney, 30 years as a C P A, 132 00:08:03,470 --> 00:08:08,030 that's not a good enough reason to do business with anybody. This is called in 133 00:08:08,030 --> 00:08:12,080 sales your unique selling proposition, or if you're afraid of the word sales, 134 00:08:12,080 --> 00:08:14,600 you're an attorney, your unique value proposition. 135 00:08:16,400 --> 00:08:20,480 So if you want to get people to do business with you, 136 00:08:20,990 --> 00:08:23,780 you got to share something with them that's unique, 137 00:08:24,530 --> 00:08:28,520 and if you can do it in a story that's really helpful, right? 138 00:08:29,780 --> 00:08:32,990 I tell stories all the time. It's part of what I do for a living, 139 00:08:32,990 --> 00:08:35,210 and that's what really brings people in. 140 00:08:35,600 --> 00:08:40,400 My unique value proposition comes from building two businesses over the 141 00:08:40,400 --> 00:08:42,050 course of the last 33 years, 142 00:08:42,050 --> 00:08:45,650 one of which I took from startup to 50 million in three years. 143 00:08:45,650 --> 00:08:48,440 The other one start up to 250 million in six years, 144 00:08:49,130 --> 00:08:53,750 and then setting it all aside because my life was miserable. I was unhappy, 145 00:08:54,440 --> 00:08:57,900 and I got struck by a taxi cab and was paralyzed from the armpits down. 146 00:08:57,930 --> 00:08:59,760 That was my wake up call, 147 00:09:01,050 --> 00:09:05,940 and my unique value proposition to the CEOs is you don't want to have to get 148 00:09:05,940 --> 00:09:10,770 hit by a taxi to realize the value that you can extract from 149 00:09:10,770 --> 00:09:15,480 your business. If you build systems and processes that can help you run it 150 00:09:15,480 --> 00:09:18,720 efficiently and effectively, and that resonates with them, 151 00:09:19,380 --> 00:09:23,550 you need to come up with a unique value proposition for your business that does 152 00:09:23,640 --> 00:09:27,060 the same thing. Question number four, 153 00:09:27,120 --> 00:09:32,070 that you need to ask yourself that, how can I get in? 154 00:09:32,910 --> 00:09:34,650 How can I get the meeting with the C E O? 155 00:09:35,850 --> 00:09:39,690 Most of us don't do enough work in this area. Most of us are not very creative. 156 00:09:40,080 --> 00:09:40,913 What do we do? 157 00:09:41,100 --> 00:09:45,540 We send an email or we go through our LinkedIn connections. 158 00:09:46,170 --> 00:09:50,040 We don't really dig. If you have a list of say, 159 00:09:50,040 --> 00:09:53,460 10 or 15 prospective clients that you want to connect with, 160 00:09:54,090 --> 00:09:58,470 somebody knows people in that company. But even more importantly, 161 00:09:58,800 --> 00:10:03,720 there's a lot of due diligence you can do to make sure that you're connected 162 00:10:03,720 --> 00:10:08,550 to someone and that person can share the problem that the 163 00:10:08,610 --> 00:10:13,380 company and the c e o is experiencing. If you look 164 00:10:13,380 --> 00:10:14,430 hard enough, 165 00:10:14,760 --> 00:10:19,590 you can find a way in publicly traded companies. It's easy, right? 166 00:10:19,590 --> 00:10:21,810 Publicly traded companies, there are news articles. 167 00:10:21,960 --> 00:10:23,880 There's a 10 K that's published. 168 00:10:24,090 --> 00:10:29,040 The c o does a carefully scripted conference call with analysts every 169 00:10:29,040 --> 00:10:31,650 month, privately traded companies. 170 00:10:31,680 --> 00:10:34,920 What that looks like is that looks like them sitting down with their trusted 171 00:10:34,920 --> 00:10:37,500 advisors and saying, these are the three things that are bothering me, 172 00:10:37,500 --> 00:10:39,510 and I don't have someone who can solve those three things. 173 00:10:40,680 --> 00:10:44,340 The best way for you to figure out how you can get in is talk to people who are 174 00:10:44,340 --> 00:10:48,870 in similar businesses and see where they go and see what they do. 175 00:10:49,890 --> 00:10:52,890 Industry trade shows. How many of you go to your own industry trade show? 176 00:10:53,220 --> 00:10:57,270 Raise your hands. Okay, the best thing for you to do, I mean, 177 00:10:57,270 --> 00:11:00,480 I'm not going to stop you from going to your own industry trade show. Go to the 178 00:11:00,480 --> 00:11:05,430 trade shows your clients. Go to find out what your clients are talking about. 179 00:11:05,520 --> 00:11:07,830 Speak the language, your clients speak, 180 00:11:08,520 --> 00:11:12,420 your industry trade show is great for your own personal knowledge and benefit, 181 00:11:12,420 --> 00:11:16,680 but if you are looking to work with a specific type of client, 182 00:11:17,070 --> 00:11:19,230 you got to go to the events that they go to. 183 00:11:19,230 --> 00:11:22,590 You got to learn what problems they're facing in their industry. 184 00:11:22,740 --> 00:11:25,740 You got to talk to the people who are there because you have to learn the 185 00:11:25,740 --> 00:11:28,830 language. Question number five, 186 00:11:28,860 --> 00:11:33,600 are you willing to play the long game? Now, again, 187 00:11:33,610 --> 00:11:37,770 this is one of the things I find that is a huge competitive advantage for those 188 00:11:37,770 --> 00:11:42,630 of us who do it. What percentage would you guess of people, 189 00:11:43,170 --> 00:11:44,490 of my clients, 190 00:11:44,490 --> 00:11:48,690 what percentage of the people they go after work with them immediately 191 00:11:48,810 --> 00:11:53,320 upon first or second solicitation? What percentage do you think people up? 192 00:11:53,980 --> 00:11:54,813 10. 193 00:11:54,820 --> 00:11:59,590 10%? 1%. 1%. Who said 1%? Zero. Great. 194 00:11:59,950 --> 00:12:03,340 1%. 1%. Okay, 195 00:12:03,910 --> 00:12:08,020 so that means you call on a hundred people. How many sign up? Re Angelica, 196 00:12:08,020 --> 00:12:10,900 how many is that? One? One. Thank you very much, right? 197 00:12:10,930 --> 00:12:15,670 I had to find somebody who's in the accounting space in some way. Okay? 198 00:12:16,030 --> 00:12:19,060 So for every a hundred people you call on, 199 00:12:19,070 --> 00:12:21,250 that means one person signs up. 200 00:12:21,460 --> 00:12:24,880 But how many people do you think sign up? 201 00:12:24,880 --> 00:12:29,680 And this is in my entire client database since 2008, 202 00:12:30,250 --> 00:12:31,870 the clients that tell me the truth. 203 00:12:32,410 --> 00:12:36,550 How many people do you think sign up after three months, 204 00:12:36,730 --> 00:12:40,120 after six months, after five years, 205 00:12:40,990 --> 00:12:45,520 what percentage sign up after three months? So 1% immediately, 206 00:12:46,150 --> 00:12:49,180 three months. What percentage of my database do you think? 207 00:12:49,510 --> 00:12:50,440 5%. Three. 208 00:12:50,950 --> 00:12:55,630 Four. 4%, right? That's three months, six months. And by the way, 209 00:12:55,630 --> 00:12:59,800 this is with weekly follow up. Generic, not generic, 210 00:12:59,800 --> 00:13:03,250 but educational email content, not solicitation, 211 00:13:03,430 --> 00:13:08,260 educational email content. Six months, 1%, 4% after three months, 212 00:13:08,260 --> 00:13:10,720 six months, what percentage do you think sign up? 213 00:13:11,200 --> 00:13:13,810 15, 10, 10, 15. 214 00:13:14,290 --> 00:13:18,580 Seven. 7%. 7%. Five years. 215 00:13:19,150 --> 00:13:20,830 What percentage after five years? 216 00:13:22,540 --> 00:13:23,373 30%. 217 00:13:24,430 --> 00:13:28,660 Are you in my database? Yeah. It's about 28%. 218 00:13:30,460 --> 00:13:34,630 It's about 28% after five years. 28%. Okay, 219 00:13:34,840 --> 00:13:37,750 so if you round it up to 30, if you say it's a third, 220 00:13:38,140 --> 00:13:41,500 so you go your Dave Lorenzo, you go and do a speech, 221 00:13:41,530 --> 00:13:42,790 there's a hundred people in the room. 222 00:13:43,390 --> 00:13:45,820 One person in that room is going to be a client. 223 00:13:46,030 --> 00:13:48,820 They're going to come running from the back of the room and tackle me and hand 224 00:13:48,820 --> 00:13:52,210 me money, okay? I love that person. Okay? 225 00:13:52,990 --> 00:13:57,280 But then three months later, I'll get a few more. Six months later, 226 00:13:57,310 --> 00:14:01,030 I'll get a few more. And I know over the next five years, 227 00:14:01,960 --> 00:14:06,910 a third of that room is going to slowly become big fans of 228 00:14:06,910 --> 00:14:08,860 Dave Lorenzo and they're going to invest. 229 00:14:09,850 --> 00:14:14,620 If you want to build a sustainable business over time, 230 00:14:14,920 --> 00:14:19,780 you got to play the long game. The model that I use for this in my mind, 231 00:14:19,840 --> 00:14:24,820 in my warped mind is Apollo Creed from the first Rocky 232 00:14:24,820 --> 00:14:28,540 movie, right? Those of you, a lot of you are really young. 233 00:14:28,540 --> 00:14:33,310 I don't know if you ever saw Rocky the first movie, but Apollo Creed wants to. 234 00:14:33,370 --> 00:14:35,710 Why are you looking at me like that? Some people might not have seen it. 235 00:14:36,820 --> 00:14:38,380 Apollo Creed wants to fight Rocky, 236 00:14:38,380 --> 00:14:42,160 and Rocky doesn't want to fight him a second time. He's done. I did it. 237 00:14:42,700 --> 00:14:46,120 He's happy, right? That's good, right? He's happy. 238 00:14:47,560 --> 00:14:51,130 The fight is over. It's done. But the crowd, the fans, 239 00:14:51,150 --> 00:14:53,420 the people of Philadelphia want to see a second fight, 240 00:14:54,050 --> 00:14:57,710 and Apollo Creed turns to his trainer and he says his manager, and he says, 241 00:14:57,920 --> 00:14:59,450 we got to get the people around him talking. 242 00:14:59,600 --> 00:15:03,140 If the people around him are talking and asking him why he won't fight me, 243 00:15:03,410 --> 00:15:04,400 then he'll want to fight me. 244 00:15:04,520 --> 00:15:08,030 And that's what persuades Rocky to do it everywhere. Rocky goes, 245 00:15:08,040 --> 00:15:11,240 he goes to the pet store, he goes to the supermarket. Rocky, 246 00:15:11,240 --> 00:15:13,400 why won't you fight Apollo? Why won't you fight Apollo? Right? 247 00:15:13,400 --> 00:15:18,200 Everybody's talking. That's what happens when you follow up over the long term. 248 00:15:18,710 --> 00:15:21,710 That's what you're looking to do. That's what you're looking to build. 249 00:15:23,360 --> 00:15:26,750 Play the long game. Question number six, 250 00:15:27,290 --> 00:15:31,310 can you handle rejection? It sucks. 251 00:15:31,580 --> 00:15:36,080 It sucks, but you know what? You know how you make it better? 252 00:15:36,230 --> 00:15:38,960 You desensitize yourself to the rejection. 253 00:15:39,860 --> 00:15:43,220 Go out and try and get rejected for goofy stuff. Ask for, 254 00:15:43,790 --> 00:15:46,130 let me tell you something. We could play a game, 255 00:15:46,340 --> 00:15:48,140 and I do this with my clients sometimes. 256 00:15:48,230 --> 00:15:52,370 What's the most outrageous thing you could ask someone for that you know? 257 00:15:52,370 --> 00:15:56,210 You'll be rejected. Ask for it, and then Well, no, no, 258 00:15:56,210 --> 00:15:59,990 I ask for money all the time. I love asking for money. No, no, no, no. 259 00:15:59,990 --> 00:16:03,050 Money's not outrageous. No, no. Try this one time. 260 00:16:03,170 --> 00:16:06,530 Go to a parking lot while somebody's pulling into a parking spot and stop them 261 00:16:06,530 --> 00:16:07,363 and go, Hey, 262 00:16:07,610 --> 00:16:11,540 can I have that parking spot? Can you go park over there and see what happens? 263 00:16:11,840 --> 00:16:14,930 No. No, seriously, seriously, no. 264 00:16:15,500 --> 00:16:20,360 Go and ask people for stupid crazy things and 265 00:16:20,360 --> 00:16:24,680 get used to being rejected. This is, I wish we had a psychologist. 266 00:16:24,680 --> 00:16:26,900 Is there a psychologist here? We don't have a psychologist here. 267 00:16:27,260 --> 00:16:31,790 This is the best thing to ever come out of cognitive behavioral therapy. 268 00:16:31,800 --> 00:16:36,590 It's like exposure therapy. The more you expose yourself to being rejected, 269 00:16:36,740 --> 00:16:41,690 the less it bothers you. It's true. That's how I got through college time. 270 00:16:41,690 --> 00:16:46,490 I met my wife. No, really, the more you expose yourself to rejection, 271 00:16:46,490 --> 00:16:49,400 the less it bothers you. So I have to tell you, 272 00:16:49,430 --> 00:16:52,610 if you only ask for business one or two times a month, 273 00:16:53,120 --> 00:16:54,140 you're going to feel really, 274 00:16:54,230 --> 00:16:58,940 really bad because you're going to get rejected If you ask for business a 275 00:16:58,940 --> 00:17:01,040 hundred times a month, or even better yet, 276 00:17:01,040 --> 00:17:03,170 if you have a gateway product or a service, 277 00:17:03,230 --> 00:17:07,490 very low barrier to entry product or service that you feel comfortable talking 278 00:17:07,490 --> 00:17:09,920 to people about and they sign up for it, 279 00:17:10,280 --> 00:17:14,960 most of the time you're not going to care about the rejection because every time 280 00:17:14,990 --> 00:17:16,130 somebody says no, 281 00:17:16,340 --> 00:17:20,000 there's a yes right around the corner. People ask me all the time, 282 00:17:20,000 --> 00:17:21,740 and I know they ask you, Nicola, this all the time, 283 00:17:21,740 --> 00:17:24,560 how did you get 56 people to sign up for your Provisor group? 284 00:17:24,800 --> 00:17:26,840 You know how we did it? Here's the formula. 285 00:17:27,230 --> 00:17:30,050 Ask 300 people to join a Provisor group. 286 00:17:30,050 --> 00:17:32,600 That's how you get 56 people in a provisor group. 287 00:17:33,200 --> 00:17:35,170 How many times did I get rejected for Angelica? 288 00:17:36,570 --> 00:17:37,330 Rejected, not. 289 00:17:37,330 --> 00:17:40,850 Provisor. I'm not talking about your own personal baggage. 290 00:17:40,860 --> 00:17:45,740 I wanted you to do the math for me. I got rejected 250 some odd times. 291 00:17:45,740 --> 00:17:49,130 Thank you, Maria. Angelica, we'll meet later. We'll, commiserate. 292 00:17:49,290 --> 00:17:50,670 That's the thing, folks. 293 00:17:50,670 --> 00:17:55,530 You got to ask for business a lot so that the rejection 294 00:17:55,560 --> 00:17:58,440 doesn't bother you. Final point. 295 00:17:59,700 --> 00:18:04,230 Do you know when to shut up? I was working with somebody yesterday. 296 00:18:04,530 --> 00:18:08,250 I'm sitting in an in-person sales meeting with this person, 297 00:18:09,090 --> 00:18:13,560 and she sold past the close. Okay? She sold past the close, 298 00:18:13,560 --> 00:18:16,110 she had the client convinced, 299 00:18:16,380 --> 00:18:19,890 and then she went on to talk about this feature of her service, 300 00:18:20,070 --> 00:18:21,570 and the client was like, oh, 301 00:18:21,570 --> 00:18:26,490 I can't do that because I have these three people in my company that would 302 00:18:26,490 --> 00:18:28,650 absolutely not agree with that principle. 303 00:18:30,600 --> 00:18:33,630 And we ended the meeting, we finished our breakfast, 304 00:18:33,840 --> 00:18:36,540 and I looked at her and I'm like, the money was right there. 305 00:18:36,780 --> 00:18:39,480 It was on the table. You just couldn't shut up. 306 00:18:40,950 --> 00:18:44,790 So those seven questions again, okay, just so that we make sure we got 'em, 307 00:18:44,940 --> 00:18:46,260 and if you want the notes from this, 308 00:18:46,260 --> 00:18:50,430 they'll accompany the Saturday side hustle tomorrow. Number one, 309 00:18:50,440 --> 00:18:54,090 what problem do you solve and why should the c e o solve it? 310 00:18:55,020 --> 00:18:57,420 Why does this need to be addressed Now? 311 00:18:59,700 --> 00:19:04,470 How can you get in? Are you willing to play the long game? That's number five. 312 00:19:04,800 --> 00:19:09,510 Can you take rejection? And then number seven, do you know when to shut up? 313 00:19:10,620 --> 00:19:15,420 So these seven questions are things that we go over all the time. 314 00:19:15,750 --> 00:19:18,800 I go over all the time with my clients. If you are interested 315 00:19:20,490 --> 00:19:25,380 in really getting good at connecting with CEOs and 316 00:19:25,380 --> 00:19:28,620 selling to CEOs, we've got something for you. 317 00:19:29,220 --> 00:19:30,810 Many of you have already signed up for this. 318 00:19:30,810 --> 00:19:35,310 Nicole Gel Armino and I have created a community called the Exit 319 00:19:35,320 --> 00:19:39,390 Success Lab. Three words altogether, exit Success Lab. 320 00:19:39,540 --> 00:19:44,370 And we are working with CEOs to help them improve their 321 00:19:44,370 --> 00:19:49,050 business strategy so that they have more options when they want to sell their 322 00:19:49,060 --> 00:19:50,340 business. Okay? 323 00:19:51,000 --> 00:19:55,620 I meet with probably between 50 and 250 CEOs every month. 324 00:19:55,620 --> 00:19:57,180 I do half day seminars for them, 325 00:19:57,660 --> 00:20:01,440 and we are helping these CEOs with their business strategy so they have more 326 00:20:01,440 --> 00:20:05,160 options when they exit. There are 10 key value drivers, 327 00:20:05,640 --> 00:20:09,120 and we help them with each of the value drivers along the way. 328 00:20:09,390 --> 00:20:10,470 We don't do it ourselves. 329 00:20:10,470 --> 00:20:14,190 We put them in front of professionals who help them with these value drivers. 330 00:20:14,400 --> 00:20:18,840 We are sourcing the professionals from our community, from provisors, 331 00:20:19,020 --> 00:20:23,070 from my high net Worth Client Attraction group, and from this breakfast group, 332 00:20:23,550 --> 00:20:27,030 if you are interested in being one of the subject matter experts in one of the 333 00:20:27,030 --> 00:20:30,720 10 areas, go to exit success lab.com. 334 00:20:31,710 --> 00:20:35,580 There are two big red boxes. The one on the left says Professionals click here. 335 00:20:35,580 --> 00:20:39,870 That's for you. You click that box, read through the website, 336 00:20:39,930 --> 00:20:42,120 and then apply. If you've already applied, 337 00:20:42,120 --> 00:20:45,300 we're contacting people next week to discuss this with them. 338 00:20:45,390 --> 00:20:47,980 So if you haven't heard from us, we still love you. 339 00:20:48,310 --> 00:20:51,070 We haven't contacted people yet. We're contacting them next week. 340 00:20:52,210 --> 00:20:56,110 Why do you think we give away such great information? Go ahead. 341 00:20:57,280 --> 00:21:02,110 Pretty much the analogy is when you go to Lowe's or Home Depot, 342 00:21:03,040 --> 00:21:07,570 you see the guy do it yourself, guy on the floor, and he makes it look really, 343 00:21:07,570 --> 00:21:10,030 really easy. And then you think to yourself, 344 00:21:10,120 --> 00:21:13,630 the first minute you think to yourself, he did that. So I can do that. 345 00:21:13,690 --> 00:21:15,910 And then you put five more minutes to fall into it, 346 00:21:15,910 --> 00:21:20,200 and you realize he does that same floor demonstration every single night. 347 00:21:20,290 --> 00:21:23,080 So no matter what information he gave you five minutes. 348 00:21:23,560 --> 00:21:26,380 So dawn on you that that guy can do it better than you, 349 00:21:26,380 --> 00:21:28,450 and you hire that guy to come to your house and take care of it. 350 00:21:28,720 --> 00:21:29,553 That's as simple as. 351 00:21:30,220 --> 00:21:32,410 And tell us who you are and what you do, please. 352 00:21:32,490 --> 00:21:35,320 I'm Eric Johns, and I'm an officer, consultant. Come up with semi, 353 00:21:35,320 --> 00:21:36,520 my company is Superior Corporation. 354 00:21:37,000 --> 00:21:38,790 Thank you very much. Perfectly said. Thank you so much. 355 00:21:39,100 --> 00:21:42,190 I'm taking him on the road with me. Hey folks, 356 00:21:42,190 --> 00:21:45,970 thanks for listening to this edition of the Saturday Side Hustle. 357 00:21:45,970 --> 00:21:46,990 I'm Dave Lorenzo. 358 00:21:47,140 --> 00:21:51,130 I'll see you back here tomorrow for the Sunday special with my partner Nikki G. 359 00:21:51,130 --> 00:21:55,120 We're here every day with a brand new episode of the Inside BSS Show. 360 00:21:55,270 --> 00:21:56,800 If you like what you heard, 361 00:21:56,810 --> 00:22:00,880 do us a favor share the show with another business leader. 362 00:22:01,210 --> 00:22:04,570 Our show only grows when you share it with other people. 363 00:22:04,570 --> 00:22:07,840 We don't do any advertising. We do very little promotion. 364 00:22:08,140 --> 00:22:13,120 The word of mouth that we get from people like you sharing the show with their 365 00:22:13,120 --> 00:22:14,620 friends, with their coworkers, 366 00:22:14,710 --> 00:22:19,600 and with the people they know who are entrepreneurs is the only way the 367 00:22:19,600 --> 00:22:22,120 show will grow. It's good karma for you, 368 00:22:22,120 --> 00:22:26,980 and you'll be doing a great favor for someone else who's an entrepreneur just 369 00:22:26,980 --> 00:22:30,250 like you. So please share the show with your friends. Again, 370 00:22:30,250 --> 00:22:33,370 thanks for joining us. We'll see you tomorrow. Take care.