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In this episode of Future of Selling, host Rick Smith sits down with Jason Forrest, Founder and CEO of FPG (Forrest Performance Group) and one of the world’s top-ranked sales gurus. Jason shares his insights on the future of sales, from leveraging AI to mastering advanced communication skills. They discuss the importance of hiring the right people, creating custom sales training, and building a high-performing team with what Jason calls the “Coachable GUMP” formula—traits every top salesperson needs to succeed.
Jason also dives into the concept of mindset and explains how beliefs drive behaviors and, ultimately, sales outcomes. Learn why the salesperson of the future will need to combine AI-enhanced knowledge with strong communication skills and how leaders can build a culture that supports both. Packed with actionable tips and thought-provoking insights, this episode will inspire you to rethink sales training, recruitment, and personal growth.
Tune in to explore:
The “Coachable GUMP” formula: What makes a great salesperson
How to integrate AI into your sales process for a competitive edge
Why mindset is key and how to intentionally shift it for success
The unique challenges and opportunities of the next generation of sales professionals
How to drive 100% conversion rates and achieve a true “unfair advantage”
Connect with Conquer:
Website: https://www.conquer.io
LinkedIn: https://www.linkedin.com/in/rick-smith-094b29b/
Connect with Forrest Performance Group:
Website: https://fpg.com/
LinkedIn: https://www.linkedin.com/in/jasonforrest/
Jason also dives into the concept of mindset and explains how beliefs drive behaviors and, ultimately, sales outcomes. Learn why the salesperson of the future will need to combine AI-enhanced knowledge with strong communication skills and how leaders can build a culture that supports both. Packed with actionable tips and thought-provoking insights, this episode will inspire you to rethink sales training, recruitment, and personal growth.
Tune in to explore:
The “Coachable GUMP” formula: What makes a great salesperson
How to integrate AI into your sales process for a competitive edge
Why mindset is key and how to intentionally shift it for success
The unique challenges and opportunities of the next generation of sales professionals
How to drive 100% conversion rates and achieve a true “unfair advantage”
Connect with Conquer:
Website: https://www.conquer.io
LinkedIn: https://www.linkedin.com/in/rick-smith-094b29b/
Connect with Forrest Performance Group:
Website: https://fpg.com/
LinkedIn: https://www.linkedin.com/in/jasonforrest/
Creators and Guests
What is The Future of Selling?
The Future of Selling is the go-to podcast for sales professionals looking to sharpen their skills and stay ahead in the competitive world of B2B sales. Each episode features expert interviews, real-world case studies, and actionable tips to help you navigate the complex B2B buyer's journey. Whether you're dealing with long sales cycles, multiple decision-makers, or rapidly changing technologies, we’ve got you covered. Tune in to discover the latest trends, best practices, and proven strategies for closing more deals and building lasting relationships in the B2B space. Perfect for sales leaders, account managers, and anyone aiming to master the art of B2B selling.
Future Of Selling (00:01.298)
Hey, welcome to the future of selling podcast. My name is Rick Smith and I'm your host. the chief customer officer at Conquer. Conquer is a sales communications platform. We sit natively inside of Salesforce, which is pretty unique for the industry. We work with some of the largest clients or largest companies in the world, enterprise companies. so great to be here with you today. I've been in and around sales for much of my career as a CRO, a CEO, chief revenue officer and now Chief Customer Officer at Conquer. So again, thanks for being here, but enough about me. I want to introduce our guest today. Our guest is Jason Forrest. So Jason is the founder and CEO of Forrest Performance Group, right? Jason is also one of the world's top ranked sales gurus. So I feel pretty privileged, right, to have a relationship and know someone who's a top ranked sales guru. He's created programs like Warrior Selling,in leadership sales coaching. He is here today to share his vision about kind of where the sales industry is going, but also want to spend some time talking with Jason about FPG and how they're making a difference in the industry. He and I worked together for a time back in 2020. And so we've got some history together and a relationship we've kept going over time. So just really glad to have you have Jason with us. So Jason, welcome. Appreciate you being on the show today and appreciate being on the podcast for a good conversation.
Jason Forrest (01:29.614)
Well, thanks Rick for having us. I'm looking forward to talk about the future of selling. It's the only thing I've ever talked about. The only thing I've ever obsessed about my entire life is sales. So I know one thing very well.
Future Of Selling (01:38.438)
I know that to be the case, right? And I listened to another podcast and he talks a lot about the fact that nobody ever chooses to be in sales. was kind of, they kind of end up there. And I was going through your, going back through one of my favorite books of yours, is the Mindset of the Salesword I've got on my desk here. And I was reading the foreword again about how when you were in college and that experience with your professor, right? And how it kind of kind of how it set you on a path and on a journey to really dive into sales. So anyway, I thought that, so we'll hit that today, I'm sure at some point. I do want to start though with a few fun facts, if that's okay. Can I start with a couple of fun facts just to get us rocking? All right, so first fun fact, that you've made your first sale when you were eight years old at your father's jewelry store. That's pretty incredible. So I've got, do I have that right? Is that correct?
Jason Forrest (02:18.926)
Please, fire away. Fire away.
Jason Forrest (02:34.174)
That's correct, yes, but it was my father's jewelry store and I was eight, and so you do have an advantage.
Future Of Selling (02:38.75)
Yeah, so maybe it was an assist rather than kind of on your own, right?
Jason Forrest (02:44.984)
I definitely did it on my own. just, I'm just saying, I just think, I think being a cute year old, acute, acute eight year old kid, in your father's jewelry store probably gives you an advantage.
Future Of Selling (02:51.71)
Do think that helped? It probably does. So, right. Well, so fun fact number one, I have four fun facts for you, right? In the audience. The next one is that Zig Ziglar was your Sunday school teacher when you were a kid. So I thought that, and I remember you telling me about that some time ago, but that's pretty cool. And I am assuming that probably, I mean, I followed Zig and still, you and some of his, some of the folks that have followed him like John Maxwell. I didn't.
I would assume that some of Zig's influence, you still have that on you today as being able to spend some time with him when you were young. So that's awesome. You are a master practitioner in neuro linguistics, right? And you've written multiple books. And again, the one I've listened to on an annual basis is The Mindset of a Saleswitch. So it's great book.
Jason Forrest (03:27.982)
Yep, 100%.
Future Of Selling (03:42.46)
And I want to dig into some of it. We don't have to get into the book, but I definitely want to get into some of the mindset pieces of that today as we go through it. And then also kind of the funny fun fact is you're kind of a fashion guy, right? More so than me. And I've known you for a while now and I've honestly never seen you without a jacket. You always have a cool looking sports jacket. And I'm kind of jealous of that, right? Cause I only have a couple and you've got all the... Anyway.
I think that's a fun fact. And you even gave me some coaching one time on a pair of shoes that I was wearing. I don't know if you remember that or not. Just let me tell you this right now. I never wore them again. It was good coaching. was solid coaching. And I was like, you know what? He's absolutely right. These are orange, not khaki. So I never wore them again. So anyway, there's some fun facts and I think we'll be able to dive into some of that as we go through the conversation today. Sound good?
Jason Forrest (04:16.482)
I did, interesting. I don't remember that, no.
Jason Forrest (04:32.046)
That's really funny.
Jason Forrest (04:39.928)
Sounds great.
Future Of Selling (04:40.818)
Cool, cool. All right, well, let's get started. so tell us about, what is FPG? What is Forest Performance Group all about?
Jason Forrest (04:50.062)
Sure. So, so we're, we're about giving our customers an unfair sales advantage through hiring the right sales people. So we are recruiting company through training those salespeople to be the best version of themselves, as well as creating sales management structures and systems to make sure that the coaching continues on. So those are the three things I want to give people unfair advantage, which I can talk about today, like what the unfair advantage actually means. And, and then, and again, and how we do that is through
Future Of Selling (05:16.712)
Yep.
Jason Forrest (05:20.026)
on the recruiting side, helping them find the right people and then onboarding them, training them, training the existing people to sell like the top people, as well as teaching the sales managers how to be the Nick Saban of sales leadership.
Future Of Selling (05:33.278)
Okay, gotcha. So I want to come back to the unfair advantage. I would like you to unpack that a bit. But as I was thinking about today's conversation and kind of what you guys are doing today, when I was working with you in 2020, and you tell me if I'm characterizing this incorrectly, a lot of the focus was on sales training and sales coaching. And there was a smaller recruitment piece of it. But at some point, I think that you kind of gave recruiting its own thread as well or its own part of the business.
turned, went from kind of a two part, you know, sales, sales training and sales coaching to no, no, no, we're going to recruit as well. And then we're going to train and then we're going to coach. And maybe it's those three that kind of, you know, create that unfair advantage that you're talking about. talk a little bit about that transition and why you moved into a recruiting piece of the business or really started putting more focus on that.
Jason Forrest (06:26.158)
Well, the main reason is because I mean, in order to, in order for a sales person to, or a sales team to make their numbers, mean, you know, obviously they have to have the right mindset. They have to have the right processes. They have to the right language, which we can talk about the right scripts on how to handle these objections or how to open a conversation. So they have to have all those, but you have to also make sure you have the right person that wants to do those things. And,
is so wants to do them as well as I mean, I think every human being is capable. So maybe I'll just end it with once to do it. Cause cause if anyone wants to do something, I can definitely get them to do it. But a lot of people, a lot of people from, from my perspective and my experience is they want, they want to get, they want to make the money of what great salesmanship makes. So they want to earn the income of that, but they're not willing to do what it takes to do that. And so
Future Of Selling (07:20.326)
Okay. Yeah.
Right.
Jason Forrest (07:26.062)
So the recruiting side is really kind of one focus and that's, can I figure out if you're going to do what's necessary to be a top producer? And you could look like a top producer, you could dress like a top producer, you could even speak like a top producer. that, but those are all kind of the, those are all the blind spots or the paradigms that we lock onto the traps, I would say maybe is a way. Those are the traps that we lock onto when we're interviewing salespeople.
Future Of Selling (07:36.744)
Yeah, okay.
Jason Forrest (07:54.774)
that makes us think, I think this person's gonna make it, but they're just not willing to do what it takes to make it. Again, they sound great on the interview and they look the right part, but they're just, it's almost like they're a poser, you know, they, or maybe a good example is like a football player who, you you see some guy or that's, you know, six five and he's 275 pounds. It looks like he can, you know, destroy everyone, but you know, he bruises easily. So.
Future Of Selling (08:05.894)
Right, right, right, right.
Future Of Selling (08:19.73)
Yeah, yeah. I got you. I got you. I got you. And I'm assuming that as you're thinking about, okay, we got to get the right people first, right? Because you can apply as much training, can apply as much coaching as you want, but if you're and training and coaching the wrong person, then you don't have the same outcome, right? So when you think about the recruitment piece of it, think about, so a lot of recruitment companies out there, right?
Jason Forrest (08:21.56)
So he looks the right part, it's not gonna really execute.
Future Of Selling (08:47.452)
What are you guys doing differently? How are you doing it differently that's creating a better outcome for your clients?
Jason Forrest (08:55.022)
Good question. So for the record team, I didn't want to be a recruiting company. Okay. So, so I mean, there, there, there's kind of like, there, I mean, there's thinking about it. Like if you're a business owner and say, you know, what are the two like hardest companies you could probably ever own? And that would be number one, convincing people they should be great through sales training and making, and making people do the hard things they don't want to do through sales training. And number two is trying to find those people who want to do those things. I mean, that, like, I kind of like.
Future Of Selling (08:59.774)
Alright, that's good point.
Future Of Selling (09:14.974)
Okay.
Right. Right.
Future Of Selling (09:23.774)
Right, so basically there are two things you've chosen to do.
Jason Forrest (09:25.07)
signed up for like the two hardest companies to ever create. Right. So, I mean, the only thing worse would be, would be, and it was your, your, you know, is, is convincing a person to leave a CRM. That's probably the, probably the next thing that's probably, that's a hard sell, right? Yeah, that's a hard sell. so, so, so anyway, going back to that though. So, so,
Future Of Selling (09:37.468)
Yeah, well, it's good. I saw that conversation with you and Mary on your show. Yeah.
Jason Forrest (09:49.102)
The whole reason why I did it is because I just couldn't find a recruiting company that I could partner with. I mean, I would rather do that. I mean, I would rather stay just in the behavioral change element and just in the training and coaching element. I'd rather do that. But the problem is, that when I ask my clients, is it the sales process? Cause one of the things that we do that no one else does is we actually create a custom sales process for a company. we actually, so we'll take your top producer in your organization.
Future Of Selling (10:12.796)
Okay.
Jason Forrest (10:16.822)
And we interview this person and then we take our 12 step warrior selling framework. It's ranked number three in the world right now. And so we take our framework. We take the top producers language and we literally memorialize like here's what the top producer says and does in order to close, close business that the average and bottom are not doing the same organization. Okay. So we know the script works. We know the process works. Right. So then, then of course we.
Future Of Selling (10:21.512)
Okay.
Jason Forrest (10:43.93)
We then, we then of course execute that and teach that to, all of the employees. And, and the reason why I started the recruiting company is because people would say, you know, your, your training's not moving the needle. then, but then I would ask the quality follow-up question to the owner and I would say, well, do you believe that if people fought me, do you believe it's the sales process fault? I mean, you know, if people follow the sales process a hundred percent of time, would you be making your sales goals? And I said, before you ask that question, if you, if you say,
Future Of Selling (10:55.751)
Okay.
Jason Forrest (11:13.386)
no, I think it's the sales process then that's actually really good information for me to know. And, you know, that's a different, that's an entirely different conversation. So, you know, I'm curious, this is kind of like my kiss of death fate question here, you know? And, a hundred percent time they respond back, no, I think your process is perfect. And they do, and it has to be perfect because again, I'm not making this stuff up. I'm just taking my framework and I'm taking your top producer and I'm literally just mimicking their language. So,
So it has nothing to do with, which a lot, you a of my competitors, mean, they have generic concepts. So they have a generic concept and they try to get adoption from across the, across the, across the audience. And then you have people, they're like, this doesn't really apply to me. It doesn't really work. Well, we remove all of that because again, the top producer co-wrote this thing. Okay. So, so then the question is, well, why is it not moving the needle if it's exactly what the top producer says and does? Well, it's because we had, you know, there's a huge, huge majority of people that just
Future Of Selling (11:53.299)
Right.
Future Of Selling (12:00.712)
Yeah, yeah, gotcha, gotcha.
Jason Forrest (12:12.366)
don't want to be great. Like they just don't want to, they don't want to do these things. They don't want to embrace the conflict. They don't want to, they don't want to do it. So, so, so that's what led me into starting this recruiting company. But that also is what gives us an edge. Because if you ask, you ask any other recruiting company besides us, tell me what you're looking for in a salesperson. Okay. They're going to, they're going to give you, they're going to give you the answer like,
Future Of Selling (12:15.709)
Right.
Jason Forrest (12:41.984)
If you were to ask a chef, tell me if this food tastes good, but yet you're blind, your nose doesn't work and your tongue's cut off. I mean, that's literally what a recruiter is. A recruiter, they've never tasted their own food. They've never ate their own meal. You would never eat in a restaurant that a chef doesn't try their own food. Have you actually tried this before? And so a recruiter doesn't do that.
Future Of Selling (12:51.122)
Right.
Right.
Jason Forrest (13:11.31)
They literally just, mean, the recruiter really, really is nothing more than just an advanced version of an internal HR department, which is also a big failure point, right? Because they don't really know what they're looking for. They're looking at experience, they're looking at resume, they're looking at surface stuff, but they haven't actually ever experienced these people. And so what I knew is, so we, yeah, we, created an entirely different perspective where we're a recruiting company that actually tastes the food, that actually eats the food. so we know if these people are going to succeed or not, because
Future Of Selling (13:17.682)
Yeah. Yeah.
Future Of Selling (13:27.974)
Right. So you guys
Jason Forrest (13:41.42)
We know how they talk and we know what they're supposed to do. mean, we just, it's a different, we have a different angle.
Future Of Selling (13:46.13)
Yeah, got it. yeah, just kind of playing with that, with that, that story that you used about the food. So you're really, you you're like the chef who cooks the food, comes out, sits down on the table and then sits down and has dinner with the family to go, where do you guys, where do you guys think? You know, I mean, they're right there. And so if I think about, cause one of the questions I had was just, okay, what are you guys doing differently from a recruiting standpoint? mean, lots of recruiting companies, lots of sales training companies, just like you said, that are out there. What are you guys doing differently? But
I think part of it is, is you're bringing your expertise from sales training and sales coaching into the recruitment part of the business. And also you're, you're, you're threading these things together. So instead of me being a recruiter who finds, you know, Joe Schmo or, you know, Jennifer or whatever, you know, whatever the person's name is, that, here's a great candidate. And then I go, thanks a lot. You know, maybe I have a guarantee on that person, but you know, I I'm done after that.
you guys are sticking with the process, right? So you're providing the candidates from recruitment standpoint, and then it sounds like once you've kind of brought them in, you're also part of building out the training process, which is really not based on a generic training process, but it's based on what you already know, what you're already great at, but combining that with the best salesperson in the organization as well. Did I get that right?
Jason Forrest (15:06.13)
That is correct. Yeah. So, so again, we're, we're, and I can go over what we're looking for in a recruit to give, to give people information, but yes, once we recruit the person, we also will onboard them for you for the first 90 days. So we combine our sales training program, which again is, you know, rank number three in the world right now. So we combine that program where you're selling 90. It's also trusted by the United States army. We also train the army recruiters as well. And so, so it's a very thorough, very, you know, it's an incredible, incredible program.
So they get that as part of the experience because he has, mean, look, it's, you know, hiring the right person is one thing, but, I mean, if you have failure to launch, I mean, if you, you can't get that salesperson successful in a very short period of time, then, then they start to really doubt themselves. mean, really both people, both people, I everyone doubts each other, right? So the, the, the, person doubts the hire, the salesperson doubts themselves. They doubt the,
the industry they're in. mean, there's just so much kind of self-fulfilling prophecy that's going on there. it's super crucial that when you hire someone, it is all hands on deck that I'm gonna do everything in my power to make this person successful in the first 90 days. Because if they're not, then you might as well, you might as well cut them back, cut them loose and try again.
Future Of Selling (16:18.227)
Right.
Future Of Selling (16:22.718)
Right. Okay. So if I'm a sales leader then, working in a company, I'm listening to this podcast, right? And I was trying and you know, I'm just thinking about takeaways, right? And if I were thinking about unless I were going to go on going to work with someone like you, right? Like FPG, and, they're going to handle the recruitment and the onboarding, the training and the coaching. Unless I'm going to do that, maybe even if I'm going to do that, what are the, what are the couple of things I need to know that I need to be thinking about as a sales leader?
when I'm thinking about, maybe I'm expanding my sales team or I'm filling some empty roles in my sales team. What should I be thinking about? What are the top three? What does good look like in that situation?
Jason Forrest (17:04.034)
Yeah, so I'll give you our formula. So again, my background is a neuro-linguistic program. That's one of my certifications. And all that means is that NLP, neuro is brain, linguistics is our speech pattern. And it's a form of psychology that says the way that we talk to ourself and the way that we talk to others is a leading indicator to what we think about, which is a leading indicator to how we feel, are we confident, are we afraid, which is a leading indicator to what we are going to do if we...
Future Of Selling (17:06.526)
Okay.
Jason Forrest (17:33.186)
If we are confident, we are going to do certain behaviors versus if we are afraid, we're gonna do different behaviors. And obviously those behaviors will lead to a certain result. Okay, so that's NLP. It's just the study of that. And obviously if you are a top producer, you think, speak and act differently than if you are not a top producer. So that's NLP. And I've weaved all that in to obviously, Warrior Selling, the mindset of Sales Warrior, because that's all about
Future Of Selling (17:41.724)
Right. OK.
Future Of Selling (17:55.646)
Okay.
Jason Forrest (18:01.87)
Here is what top producers think, speak and act like compared to the average and paired at the bottom. So let's give you the kind of the cheat codes of just be, just be like them. Here's what you should be. Okay. So, but we took that same model and we reversed engineered it and we created the recruiting side. So what does that mean? We said, okay, well, what are the characteristics of top top producers? And we didn't just make this stuff up. I mean, we literally studied our top producers from all of our clients and 42 different industries. and we,
We actually interviewed them and we got to know them and we, we, you know, use our internal trainers to, kind of reverse engineer, unpack them and what makes them unique, what makes them special. And we came up with this acronym called coachable gum.
Future Of Selling (18:45.63)
Coachable, say that again, coachable what? Gump. Like for us, okay. All right, I like it.
Jason Forrest (18:48.258)
Gump, like Forrest Gump.
Okay. So, this is the acronym, right? So, Coachable, these are the characteristics that everyone needs to look for when they interview. So, this is what my recruiters look for. We obviously have a series of questions that we ask in order to uncover this, but everyone can kind of come up with their own questions if you'd like, or you can contact us and we can talk to you about our questions. But first is Coachable. So, while people are listening to this, I would think of your existing team, and you can even like stop the recording for a second right now.
And I would list out, you know, all of your players on your team. So let's say you've got 10 salespeople and I would list them out and I would do this exercise. Cause this will kind of give you a snapshot of, okay, well now I can kind need more of this person and less of this person kind of thing. Right. Okay. So, so the first is coachable. So a coachable person means that they, they are, if you tell them, Hey, I need you to try this today. I need you, I need, I need you to go say this or call this or do this. And they say, no, no problem, boss. I'll let you know what happens.
Future Of Selling (19:34.556)
Right. OK.
Jason Forrest (19:51.362)
That's coachable. It's just, I will run the play, you call the play, and then I'll give you feedback on if it worked or not. If there, if there anything less than that, then, then I would call then meaning they're not coachable is that there's a lot more selling that has to be done. Well, why are we doing this, Rick? What's the point of this? Are you sure this is going to work? When do I need to do? I mean, it's just a lot of that, right? So the more questions they ask, yeah, the more, the more questions they ask, then the less coachable they are. So that's coachable. Okay.
Future Of Selling (19:56.894)
Yeah, okay.
Future Of Selling (20:06.61)
Yeah, okay.
Future Of Selling (20:13.81)
Yeah, it's a hundred questions in pushback.
Future Of Selling (20:20.454)
Okay. Okay.
Jason Forrest (20:21.41)
So, and if you want to do a fun exercise here, a big, I always do a big C is coachable. A little C is kind of coachable. And then a no C is they're not very coachable. They ask a ton of questions. They wear me out. They wear me out. Like my son Saunders at 16. My son Saunders is a no C where my daughter Mary Jane is a big C and then Elizabeth would be probably a big C. anyway, just going to rate your kids at the same time you can do that. So.
Future Of Selling (20:31.996)
Okay. I know there's new people like that. All right.
Future Of Selling (20:43.046)
Okay. Yeah.
All right, I'll think about that.
Jason Forrest (20:50.126)
Okay, so the next one is G for Gump, right? So G, so what we're saying is goal oriented, goal oriented. And I'll do this really quick. So goal oriented, if they're a big G, it means that their goal, they've already come up with their own forecast, their own goals, their own strategy, their own, you know, how they're going to do it. It's all on them. Like the big G is it's all on them. You're just there to support them and remove the obstacles and give them help. That's a big G. Little G is,
Future Of Selling (20:57.491)
Yeah.
Future Of Selling (21:18.332)
Right, okay.
Jason Forrest (21:19.918)
a little more collaborative. No G is you have to be, you have to micromanage them and be on them. Hey, what's your goals? Can you give me your numbers? Can you turn your numbers in? Kind of thing, Okay. All right. That's it. So next is unleashed. You is unleashed. Right. And unleashed is just, I mean, it's just right out of the book, right? the, right out of the mindset book. we talked, there's four types of leashes. there's a story, which is people aren't buying right now because of the election. That's a story. there's a, you know, a reluctance like I'm afraid to.
Future Of Selling (21:26.054)
Right. Yeah, yeah, yeah. Got it. Okay.
Future Of Selling (21:33.138)
hoping you would hit that. Okay.
Jason Forrest (21:50.118)
call this person because I don't want to bug them, you know, a reluctance. I'm afraid to raise the price because they're going to leave me. You have self image. You know, I don't see myself as a salesperson and then a rule, which is, well, if I'm to give them like five days before I follow up. So it's kind of an arbitrary thing. So unleashed is that. So the simplest way to understand if you have someone that's leashed is, is a, a, is if they're truly unleashed.
Future Of Selling (22:06.844)
Right, okay, okay.
Jason Forrest (22:19.522)
then they just don't give you any excuses. So if you say to them, like right now, think of your 10 salespeople and if you say, tell me what's stopping you from selling more. Okay? If they say, I just need to figure out how to get through the gatekeeper. I just need to figure out how to convince them to pay our higher prices. I just need to be a better closer. If they say, I, I, I, they're unleashed. If they say, you know,
Future Of Selling (22:22.184)
Right.
Jason Forrest (22:49.138)
I, you know, as soon as you get me better marketing, as soon as we lower the prices, as soon as we, so if it's others, if it's external, they're very leashed. Okay. Okay. Got it. Okay. Next. Next. is for motivated.
Future Of Selling (22:53.918)
External. Yeah. Yeah. Okay. Got it. Got it.
Jason Forrest (23:05.198)
And I'm spending a lot of time on this one lately when it comes to training as well, but motivated, think of motivation, Rick is like the endurance to achieve your goals. Okay, so a big means that they can handle all of the, I'm not sure, we're thinking about it, they just keep persevering, they're relentless, they keep trying, they keep just.
Future Of Selling (23:15.262)
Okay, I like that.
Jason Forrest (23:33.678)
You know, I'm going to keep, I'm going to follow up 50 times. I'm going to follow up till they die or till they buy or die. I mean, it's just, there's this constant endurance, right? If they've got a low or no then as soon as they get the first, I'm just, I don't know. I don't think the timing's right. Jason, it like, kills them. Like they basically can only handle like kind of one rejection a day. And then they're like, they need to like, take a smoke break or go, you know what I mean? They got, can't do it anymore. Like they're kind of done, right?
Future Of Selling (23:40.072)
Yeah. Yeah.
Future Of Selling (23:51.538)
Right. You're out.
Future Of Selling (23:56.86)
Right. Yeah. Got it. Okay.
Jason Forrest (24:01.614)
Okay, so that's So for motivation is really just how much endurance do they have? How much can they handle the pain, the torture of selling? All right. And then last is P for procedural base. And these are all NLP meta-patterns, but you would know the procedural one. So, and as I know you're a big traction guy and that whole thing. Well, when traction was created, he talks about the visionary integrator concept.
Future Of Selling (24:08.158)
Okay, got it.
Future Of Selling (24:12.594)
Hmm. Okay.
Future Of Selling (24:27.996)
Right.
Jason Forrest (24:28.046)
Well, I he just labeled what NLP has been talking about for the longest time. So in NLP world, he made it sexier, he made it sound friendlier, but in NLP language, it's an option-based person or it's a procedural-based person. Okay. That's the actual NLP meta pattern of it. Right. So like move towards, move away, option, procedural, you know, et cetera. Like these are, these are meta patterns, right? Well, and the meta pattern just means how you're, how you're uniquely wired. all it means. Okay. So.
Future Of Selling (24:41.372)
Okay, got it.
Future Of Selling (24:56.296)
Yeah. Okay.
Jason Forrest (24:58.412)
So option versus procedural, an option-based person is really more of that visionary minded person where every customer is different, every situation is different. I like to maybe be an artist. I like to kind of like go with the flow of things, know, versus a procedural minded person is no, no, no, every customer might have, might be different in the sense of their personality, but it's the same process every time. I just got to stick to the process and yeah, I got to stick to the process. So we want procedural minded people.
Future Of Selling (25:11.677)
Right.
Future Of Selling (25:21.47)
Yeah, I'm going try to fit them in the box, right? Yeah.
Future Of Selling (25:27.388)
Okay, okay, got it.
Jason Forrest (25:28.268)
because an option minded person, we call them a Rambo.
Future Of Selling (25:32.734)
Okay.
Jason Forrest (25:33.836)
Right? So what does that mean? It means, cause a lot of people go, well, no, Jason, I'm doing my evaluation right now. And my top producer is actually very option based. And I go, well, is your, is your top producer, probably the founder, you know? So, so a lot of times that top producer, you, again, you can, you can be an option based person and be a top producer. But the problem is, is that you can't scale and build a team of Rambos. That's why it's called the Rambo. It's one person.
Future Of Selling (25:46.234)
Right, right. Got it. Got it. Yeah.
Future Of Selling (26:00.99)
Right, right. Yeah, they're the hero, the unique. Yeah, got it.
Jason Forrest (26:03.532)
Right? So.
Yeah, and so if you're trying to build like a Navy SEAL team, well, I want to be able to go into a sales meeting as your sales manager, and I want to be able to call a universal play that everyone's gonna run. Well, if I have a team of 10 Rambos, I need 10 unique meetings. You see? I can't have one meeting with 10 people. I need 10 meetings.
Future Of Selling (26:17.554)
Yeah. Yeah.
Future Of Selling (26:23.9)
Right. True that.
Right, right. So it's just not scalable, just not effective. I mean, they may do fine on their own, but it's hard to reproduce the Rambo, right? And this is all about trying to reproduce results, reproduce outcomes, reproduce behaviors, right? So three things really. So coachable gump, I'm going to remember that by the way. So being coachable, I'll run the play, being goal-oriented, right? And there's big G, little G, no G. Being unleashed.
motivated, just the endurance to achieve and just kind of deal with rejection and no's and ambiguity and stuff like that. And then also being very procedural based. That's what, so again, if I'm a sales leader and I'm going, okay, I need to improve my team. I need to improve my recruitment. I need to improve my training. These are some things they should be thinking about, right? They should be thinking about probably calling you, but short of that, these are some things they should be looking at. Is that correct?
Jason Forrest (27:26.734)
That is correct. But, but, again, for the people right now listening, when it comes to, the biggest thing we, you know, one of the biggest complaints we always have, right, is my team won't follow our CRM. They won't use the CRM. They won't, well, that's, I would say a hundred percent, you're probably not hiring procedural minded people. proceed, a option minded person would not follow a CRM. Like it would be too much discipline and too much, not discipline, but it's too boring for them. It's too the same, you know, so.
Future Of Selling (27:42.589)
Right?
Future Of Selling (27:46.792)
Yeah, okay.
Future Of Selling (27:52.87)
Yeah, yeah, yeah. They don't feel a sense of reinforcement by following procedure. And for me, I kind of think that way. think in process. so if nothing gives me more joy than having a process in place that I can close the loop on, like, yeah, it's great, man. Love that. So that's what you're talking about. So let me ask you this. So a lot of, just because I've read some of your work and I know you and know a little bit about the company.
So much of what you guys do and so much, and well, this last question, we'll kind of talk about, you know, the future of sales, we're going from here, but so much of what you do is around mindset, right? And even the unleashed part is around mindset. What do you see, define the difference for us between belief and mindset? I think I know I've got it in my head what I think it is, but this is your area. What's the difference between belief and mindset?
Jason Forrest (28:49.294)
You might've stumped me on that. So, I mean, to me, I think I would kind of use them almost universally, I mean, if someone has a certain mindset, I mean, I would almost say that the mindset is really like the consequence of your beliefs is probably maybe the better way to say it. like, for example, if my belief system is that,
Future Of Selling (29:05.982)
Okay. Okay.
Jason Forrest (29:18.198)
If my belief system is that I succeed or I fail, it's all on me. Well, then I'm going to have a mindset of, you know, the buck stops with me. Like it's the, I'm gonna have a mindset of there's no one else to blame but me. Like that would be my mindset, you know? So that's, that might be the way that I would, I would kind of like if it, like, if, like for me, like I think people need to have a selling mindset. Well,
Future Of Selling (29:31.474)
Right. Right.
Future Of Selling (29:44.178)
Right, okay.
Jason Forrest (29:45.314)
Well, one of the reasons why people don't have a selling mindset is if you go, well, if you think of sales, what comes to mind? And they go, well, I think of Bernie Madoff. No, that's a con artist. That's not a sales person, right? So what do you call yourself? Why call myself an account manager? Why don't you call yourself a sales manager or a head of sales? Or why don't you call yourself a sales rep? Well, because people don't like salespeople. No, they just don't like bad salespeople. But you see,
Future Of Selling (29:56.092)
Right, okay. Got it.
Future Of Selling (30:10.472)
Yeah. Yeah.
Jason Forrest (30:13.774)
You see, if that's your belief system, then you're not gonna have a selling mindset.
Future Of Selling (30:17.156)
Right, right, right. So to me, it feels like when you think about mindset, this is where I've conceptualized it. And you tell me if you agree or not, that the mindset is almost like it's the collection of beliefs that I have adopted. Right. And I kind of have this feeling that there's a default mindset, the one that I walk around with every day. And then there is an intentional mindset, the one I'm moving toward. Right. And when I think about what you guys are doing with warrior selling.
and removing those four leashes you talked about, that's kind of what I see. What I think about is, so recruitment, get the person in the door and in the seat that has the best mindset possible. But even then, how do you continue to intentionally move that mindset toward one that is going to create better outcomes? so the last question I had before we moved to kind of where do you think it's going from here is,
What's the best way to change one's mindset? You've got these core beliefs or this core set of mindsets that this, that, and the other, how do I move that from my default to my intentional mindset? Any thoughts on that process, what that looks like? All right, well, I need to come over when you talk some more. So anyway.
Jason Forrest (31:29.07)
Yeah, I lot of thoughts on that problem. That's my whole life has spent on that process. So that's all I do, right?
That's all I do. yeah. So, I mean, I think, I think, so step one is, is, do they actually believe what you just said? So, I mean, I agree with what you just said. The actual research of that is 95 % of our decisions that we make on a daily basis are in our subconscious mind and are already basically kind of we're on autopilot. So who you are today is not who you are. It's who you were. So
Future Of Selling (32:01.458)
Okay, interesting.
Jason Forrest (32:03.31)
So what does that mean? It means like every day is basically Groundhog's Day, unless you are intentional. So if you add that intentional part, which is I want to actually be consciously aware of what I'm doing today, and I wanna be a conscious being of choice, and I want to say, I'm going to do X because I want to receive Y, and I'm intending to do this. Like here's the intention I have, here's the outcome I'm desiring, and I'm moving towards this intentionally.
Future Of Selling (32:09.16)
Right.
Jason Forrest (32:33.45)
then now you're taking control over your hard drive. mean, it's almost like, you know, if you remember the scene from the Matrix, you know, where Morpheus, you know, gives Neo and says, hey, do you wanna take the red pill or the, you know, whatever, the blue pill and the red pill, he's basically born again. I mean, that was the whole thing, but that was very awkward. mean, he threw up, if you remember, when he kind of rebirthed, you know? Well, I mean, really, in my opinion, if you are,
Future Of Selling (32:50.268)
Bluper, yeah.
Future Of Selling (32:57.704)
Yeah. Yeah.
Jason Forrest (33:03.278)
If you want to fight the 95 % of your autopilot happening, then you really have to take the red pill every day. So every day it needs to be like a metaphorical thing of, I like what I got yesterday? Do I like my results from yesterday? And if the answer is yes, then you go, okay, great. Well, I'm just gonna do a game. I'm gonna do what I did yesterday. But if the answer is no, then I need to choose to take the red pill today and be conscious of.
Future Of Selling (33:10.428)
Right.
Jason Forrest (33:29.858)
you know, what am I going to start, stop, continue today that's different from yesterday? I mean, that's, that's the only way it's going to work. Otherwise you're never going to get out of the, out of the matrix.
Future Of Selling (33:38.14)
Right, the first thing is just being consciously aware, as much as one can be, of those leashes or of that mindset that's controlling us, right? And we all have it, right? We all have something there. So being consciously aware of that, but then also being consciously aware of what our intentional mindset is. I I've even gotten to the point of like, I've got 10, whatever you want to call them in my mindset that I think about, right? That I write down a lot. And then,
And then, then try to use that as your, as your, compare every day to how did I do, how did it, how did it, you know, how did it compare to my, to my intentional mindset and then, and use that as an opportunity to keep growing. So if we agree, if you agree to that or that process, that that's what we're trying to do, then if I'm a, if I'm a seller, right. And I'm trying to get better at this, I'm trying to improve. And I feel like I've got these leashes that are holding me back then.
That's one of the key steps is trying to identify what's holding me back and then moving toward a more intentional outcome, a more intentional mindset, more intentional belief system in order to improve my outcomes for me, my team, my organization, my family, the whole thing. That sound right?
Jason Forrest (34:52.542)
It does. And the simple question you ask yourself is just like, what stops me from doing X? So, so like, so for example, or another way, and this is all kind of part of my coaching as well, but, like it would be like looking through the eyes of blank, what would that person do? Right. So, so looking through the eyes of, you know, of whatever Jason forest, what would he do in this situation? You know, what would, looking through the eyes of
Future Of Selling (34:57.734)
Okay, okay, yep.
Future Of Selling (35:10.856)
Yeah. Okay.
Jason Forrest (35:21.934)
you know, Elon Musk, what would he do or whoever you're trying to emulate? And then it's like, cause it, you want to like, you want to separate yourself from yourself, right? You want to like, you don't want to like, as Joe dispense to say, you want to like break the habit of being yourself. Okay. So, so right. then, so then it's okay. Well, cause I myself, I'm going to answer this probably incorrectly. So first I need to figure out, what's the picture of who I want to be and what would they think, do and act. And then I need to ask myself on a daily basis, the hard question that's
Future Of Selling (35:24.028)
Right. Okay.
Future Of Selling (35:34.022)
Right, right. Now, I like that.
Future Of Selling (35:47.229)
Okay.
Jason Forrest (35:50.99)
Well, what stopped me from thinking, saying, and doing those things?
Future Of Selling (35:54.258)
Right, okay. That's a great pro tip. I love that question. Okay, good deal, good deal. So I know we've been talking for about almost 30 minutes now. Let's kind of look to the future a bit if you don't mind changing gears to some degree. From your perspective, consummate visionary, right? I know that about you. What do you see as the future of the, I mean, what's the salesperson of the future look like?
You know, we've got AI technology making its way in and, you know, so a lot going on there, a lot of automation. What do you think the salesperson of the future looks like five years, 10 years from now? What's, what are you seeing?
Jason Forrest (36:36.526)
I'm gonna 100 % believe AI is gonna have a huge impact. Here's the simple problem that we're in right now. The problem we're in, I'll tell you the problem and then I'll tell you the advantage, right? Because that's the simple way to do it. So, because I'm very Charles Munger like in the sense of, you know, the ex partner, the former partner of Warren Buffett, passed away this past year, but...
His whole thing was, you know, focus on the problems and then kind of solve those and you'll usually get to the solution versus like this kind of, more of a contrary way to do. so I think, so here, what are the problems? The problems are that, that obviously AI gives a person a tremendous advantage. It's, know, if you, if you think of AI, you know, let's say even me, you know, and I feel like I have a pretty good like photogenic brain when it comes to all the stuff that I listen to and I read, I mean, I still probably can only retrieve.
Future Of Selling (37:06.728)
Okay.
Right.
Jason Forrest (37:28.526)
you know, less than 10 % of all the stuff that I've read at any given moment. Okay. So, and I'm pretty fast. I'm pretty fast at that stuff. So, so, but, but obviously AI can retrieve a hundred percent of it within five seconds, you know, so, so there's a huge advantage of that. but I do believe, so here's what I would say. I would say that, that, you know, the AI that the sales person that is enhanced by AI will a hundred percent beat the sales person that is not enhanced by AI. So I will a hundred percent agree with that point. Okay.
Future Of Selling (37:35.55)
Right, right, Agreed.
Future Of Selling (37:57.65)
Okay.
Jason Forrest (37:58.85)
that I also would say that there is a huge opportunity based upon the next problem. The next problem that we're in right now, and I'm not sure how fast we're going to identify this problem or experience this problem, is the youth today doesn't talk to people anymore. Okay? So like case in point, I got three kids and two of them, one of them right now is in a relationship.
Future Of Selling (38:19.806)
Sure. Right.
Jason Forrest (38:27.976)
And I asked Mary Jane, my daughter, she's 15 years old. And I said, hey, how often do you and you and Ethan, you know, talk on the phone? And she said, we don't ever talk on the phone. What are you talking about? You're in a relationship. You're like dating each other. No, no, no. We, we, we Snapchat. And I was like, so you like text each other. She says, no, it's mostly snapping. So you're not even chat. You're just snapping without the chat. Right. So, so think about that. You, you, you, you, you have a generation, you know, that's been being raised right now that they don't even know how to.
like talk to people. They don't know how to influence the opposite sex. They don't know how to like have a, I mean, when I was a kid, when I was a kid, my parents got me my own teenager line. I had my own line because I would literally occupy the phone line and no one could get through my parents, right? So I spent my entire childhood, know, flirting with girls and talking on the phone with girls. And so I had a lot of reps in.
Future Of Selling (39:10.045)
Right.
Jason Forrest (39:23.83)
of using my voice to persuade people to go on a date with me, for example, right? So, okay, so I had, you know, hundreds and thousands of hours of reps. Well, let's compare that to, you know, a kid now that's graduating has a minute of a rep. Okay, so the problem is sales is advanced communication. So I take people today that are generation, you my generation, kids of the eighties,
Future Of Selling (39:25.843)
Right.
Yeah, okay.
Future Of Selling (39:40.818)
Right. OK.
Future Of Selling (39:47.164)
Yep.
Jason Forrest (39:53.464)
that we're used to talking on the phone and used to talking people. I have a hard time teaching them advanced communication. Advanced communication is sales. Okay, basic communication is, you know, where do you want to go dinner? Right? So, if you think about this, so it's hard enough for me to convince a person who has been talking their entire life to be an advanced communicator. How the heck are we going to do it with a person like my kid who doesn't talk at all to people?
Future Of Selling (40:06.172)
Right, right, right. Yeah.
Future Of Selling (40:20.936)
Yeah. Right. Right. Yeah.
Jason Forrest (40:23.426)
Okay, so that's the problem. So where's the opportunity? Well, I would say, personally, I'm kind of old school in this one, but I would say anyone listening in right now, I think there's gonna be a really cool, interesting opportunity that if a human being can still learn advanced communication, I think it will be like sending someone like a handwritten letter that we get today.
Future Of Selling (40:52.338)
Yeah, okay. Yeah, got it. Got it.
Jason Forrest (40:55.478)
Right? So I think part of the future of selling is similar to the past of anything that if a person can still master some of those old school concepts, it will give them a huge advantage.
Future Of Selling (41:07.646)
Yeah. Okay. Gotcha. as we see, so two things come together, just to repeat what you said, two things come together, the emergence of AI and the fact that impacts and makes people better, faster, you know, all those things. Right. And then the fact that we've got a generation that's coming up that, they don't, I mean, everything I get from my daughters, it's text, right? I the very, it's a picture, it's a video, it's a text. I mean, they don't call, right? So, individuals who may not have that skill. So,
If I were brand new into sales, right, now we're thinking about how do I get better, right? How do I prepare myself for the future? It almost sounds like there's two things, because you also said the person that is enhanced with AI is better. So one, I probably need know how to use AI and incorporate that into my sales process, right, into my of my tool bag or whatever metaphor you want to use.
But then also I've got to find a way to continue to hone my skills and advance communication. Right? Is that right?
Jason Forrest (42:12.724)
That would be correct. So if you could almost put like a ranking order of it, right? So it's like the future of a salesperson. The bottom person is the one that's, you know, that is not an advanced communicator and obviously doesn't use AI. And then you have the next person, which is a not, you know, not advanced communicator, but uses AI is going to be better. And then you had the person who, you know, is still mastering the old school art of advanced communication, which is sales, combined with using AI is obviously give you the superior person. Cause I still do it. I mean, don't get me wrong.
Future Of Selling (42:23.826)
Yeah. Yeah.
Jason Forrest (42:42.668)
I love AI. our company, our theme for 2025 is FPGAI enhanced. so, and we, mean, we're very big on AI here and we have a, everyone has a sticky note on their desk that says, how can AI help me today? So I'm all, mean, I'm like, I'm the most probably annoying CEO on the planet right now, because every time someone asks me anything, go, I don't know, what has chat GBT said to do? Like, I'm like, I'm constantly trying to condition my team to.
Future Of Selling (42:49.735)
Right, okay.
Future Of Selling (43:06.91)
Right. To utilize it. Yeah.
Jason Forrest (43:11.67)
to use the resource of ChatGBT to the point that if I had a prospect right now, this is like, this is a quick tip that everyone could do. I have a simple prompt in ChatGBT right now that's already ready to go, okay? That basically gives me a quick summary of a company that I'm talking to and gives me like, gives me very quick, like, so for example, like if you're a prospect and you're on my calendar,
Instead of me spending, you know, 20 minutes researching you that I used to do. I can literally be like, like two minutes prior to the call. go into this prompt and it will give me like a very, a very nice paragraph of exactly what you do. And it's written and I have it written, like give it to me, like an eighth, like an eighth grade reading level, you know, get, it, share me some, know, like who's really my, who's my actual, who's this person's like ideal customer? What are probably their biggest problems?
Future Of Selling (43:45.714)
Right.
Future Of Selling (44:08.093)
Right.
Jason Forrest (44:09.868)
What are their competitors? And so I just quickly had that in the prompt. So then when I'm talking to them, they're like, you know, how much do you know, how much do you know about us? I'm like, well, here's your biggest competitor. You guys have been doing this for X number of years. Your biggest challenge is blank. Does that kind of sum up so far? What, what I've learned about you like, yeah, you nailed it. I literally, that was like, you know, took me 15 seconds to type it in. And I read it in two minutes where it used to take me 15 minutes. So that's a great example of AI enhanced AI enhanced. Okay.
Future Of Selling (44:13.48)
Yeah.
Future Of Selling (44:31.282)
Yeah. Wow. Yeah. That's huge. Yeah, that's good. Yeah. Yeah. And hence AI efficient. Yeah. That's, that's huge. So what do you do though? When what, what about as this, as this new generations coming up in there and they're learning to be expert communicators, right? How does that end? what, but what if they're working with clients who are not
as expert, kind of in that expert communicator. Does that make a difference from your perspective? mean, is there a gap there now? Or is it because the seller is, I mean, you can always advance your communicate. If you've got those skills, you can always kind of, you can always advance them, but you can also kind of pull them down maybe for somebody who's not as advanced as you are. So does that question make sense?
Jason Forrest (45:17.72)
Well, so I would actually say that the advanced communicator is that one who can make it very easy for the other person to answer the question. know, so think of like, like if you're like a Joe Rogan communicator, well, I mean, he can, he can like get anyone to open up to him and spend three hours with them and his conversational style of asking questions. So, so when I say advanced communicator, if you are not an advanced communicator, it might even be better in some regard because
Because I can now guide the conversation, but I'm making it so conversational for you. It's like we're a sales conversation, but it's so conversational that it makes it very easy for you to look smart and makes it easy for you to answer questions. It makes it easy for you to look good. You know, so I'm not making, I'm not making you work at all. I mean, if you're, if you're an inferior communicator, then you would actually put, you would actually put too much work on the other person.
Future Of Selling (46:04.626)
Right, okay.
Future Of Selling (46:11.25)
Got it. Got it. Okay. Okay. Makes sense. Perfect. Yeah. Yeah.
Jason Forrest (46:14.21)
That's a good way to think of it, I think, right? mean, that's a good, you know, it's kind of like when I went through six, I went through 16 weeks, I think you knew this, but 16 weeks of improv training. and, and they would, one of the things they said to me over and over again, it was so great. What a great concept from taught by Forte Weekend in Fort Worth. And, and they said, you know, the best improvers that everyone wants are the ones that assist the other actors to get the joke.
Future Of Selling (46:38.844)
Right, okay, got it.
Jason Forrest (46:40.172)
Right? So if you're an assister, you are actually way more valuable than if you're the stealer of the joke. Right?
Future Of Selling (46:46.982)
Right. and if I'm an advanced communicator, then I probably, again, I think I would have the skills to speak with someone who is also on that advanced level, or I've also got the skill to, I don't want to say dumb down my communication, though I just did, but I can pull that down to a different level as needed. So I've got the ability to dress up or to kind of speak up. I've got the ability to pull it down a little bit.
because I've got, I just got more bandwidth on my communication skills. I think that's what you're saying, right?
Jason Forrest (47:21.218)
Yeah, mean, yeah, the simplest way to think of advanced communication is, is, I making it easy for the person to, to, to share, you know, what, what, what their problems are, what their desires are, what their fears are, frustrations, dreams, destiny, like, am I making it easy? Am I making it easy and fun for them to be able to.
to kind of go from where they are to where they want to go. I mean, that's I'm kind of making that up as I go, but I think that's a good way to kind of frame advanced communication.
Future Of Selling (47:52.414)
Yeah, yeah, okay, gotcha, gotcha, cool, excellent.
Jason Forrest (47:54.862)
And that's a good thing for people listening right now. mean, if salespeople are listening right now and they're like, man, I always feel like when I talk to customers, you know, it's kind of awkward and they don't really know, they can't really answer the questions I'm asking. they say a lot of like, I'm not sure or I'm busy or this is not worth my time. That's actually on the salesperson. see, because an advanced communicator would not be asking questions that the customer is blocking.
Future Of Selling (48:14.92)
Okay.
Jason Forrest (48:23.736)
So that would be called like an offer block. Like I'm making an offer to you and you're going to keep shutting me down. Well, well, I need to, I need to kind of guide the sales conversation in a way where it's just a very enjoyable conversation that just happens to lead to me selling you something that you get excited about.
Future Of Selling (48:27.944)
Yeah. Yeah.
Future Of Selling (48:40.477)
Right, right, right, right. Trying to move them away from pain to a better outcome, to a better life, right? Yep, got it. Cool. Well, I know you've got a hard stop coming up, so I want let you go in a second, but what about for you guys? What's now? I Future of Sales, that's the name of the podcast. What's the future of FPG right now? Where are you guys heading from here? mean, just improve the current product offering, or do you have something else on the horizon as well, or what do you think?
Jason Forrest (48:45.826)
Yeah, that's it. Yeah.
Jason Forrest (49:07.63)
I mean, we definitely finished the book, the Warrior Selling Book. You can actually go to warriorsellingbook.com, warriorsellingbook.com and we will, you can get a free digital version of the book. That is our 12 step sales process, or of course you can go to Amazon and buy it as well, which we'd love for you to do that too. But there's a digital version of warriorsellingbook.com. my belief system and what I'm obsessed with is, I call it the holy trinity of sales performance and that's,
Future Of Selling (49:13.564)
Okay.
Future Of Selling (49:20.037)
cool.
Future Of Selling (49:24.434)
Yeah. Right.
Jason Forrest (49:36.69)
We have to, again, we have to up level our thinking. We have to up level our words and we have to up level our process. Well, I've written the book, The Mindset of a Sales Warrior. That's our thinking. And I've now written the book Warrior Selling, which is the 12 step sales process. So the third one they're working on is the language of selling. And that's, that's all these scripts. That's all the words. That's all the scripts. So, so that'll kind of complete that. And then I would say the last thing that I'm really just kind of obsessed with right now is, is, is I'm obsessed with
Future Of Selling (49:50.248)
Okay.
Future Of Selling (49:54.462)
It's the words. Yeah.
Jason Forrest (50:06.196)
asking all of our clients, what is stopping you from getting a hundred percent conversion rate? And I really try to push them to tell me whatever it is, and as long as I can't blame outside things, they have to take ownership. And then what I'm really trying to do right now is I'm trying to create a curriculum for our clients that's geared towards solving those relevant problems.
Future Of Selling (50:14.279)
Okay.
Future Of Selling (50:33.03)
Okay, got it. Got it.
Jason Forrest (50:34.734)
So it's like, think of us as like a training DJ in the sky where so many training companies out there, again, it's more generic frameworks versus like what's really stopping me from selling more this week. And so we're all obsessed over, okay, well, because if you think about it, I mean, if you currently have a 20 % conversion rate and the goal is a hundred percent, well, there's, you what are the reasons that 80 % got away?
Future Of Selling (50:42.408)
Yeah.
Future Of Selling (50:58.984)
Yeah, yeah, yeah, yeah.
Jason Forrest (51:00.322)
And so I want to know those reasons and I want to create custom just in time training for those specific reasons. No one else in the planet's doing that.
Future Of Selling (51:08.498)
Wow, that's incredible. And you would do that by customer, by client, right? I mean, that's the engagement with that client, so, wow.
Jason Forrest (51:16.044)
It's the engagement with that client. And obviously we're further along in certain industries than others. But, but, but that's really the obsession. Cause again, I want a salesperson. I want eventually a company. This would be a great goal of mine is a company says, you know, I keep asking the question. We keep solving the problems and they go, no mercy, Jason, you've now answered all the questions. We just need to execute now. Okay. So I'm looking for, we just need to execute, right?
Future Of Selling (51:35.87)
Yeah, I got you. Cool. All good deal. So key takeaways for me, just a couple. Tell me if I got them right, right? And join me in this as well, because I know you got to run. first key takeaway. Focus on what your top producers look like, right? And incorporate coachable gump, which was, they coachable? Are they goal-oriented? Are they unleashed?
Are they motivated and are they procedurally based? And obviously you and your team and your content can help with all of those. The next one, and it kind of relates back to the first one is update the mindset, right? Because that's where it all, used to, I mean, when I always think about what you're doing as the, you may correct me if I'm wrong, kind of the mental and emotional side of performance, right? It gets into that piece of it. So update the mindset, be consciously aware,
Understand what your intent what your current mindset is your intentional mindset and find a way to move toward that whatever your mechanism is for doing that and then I love the holy the the holy Trinity as well, right so process my process my words and my thinking and So another really good good takeaway there And I guess if they want to get into that then they probably need to pick up the the mindset of a sales warrior Where you're selling and then you're working on the next on the on the next book the language is selling
And so I guess to get that, we just continue to follow you and wait for you to get that out in print so we can read it.
Jason Forrest (53:10.382)
That's it. That's the game. Yeah. I I'll kind of end with this and that's, you know, the big thing I believe is that all human beings really are doing the best they can with the internal resources they have. And those internal resources are what they think about what they say and what they do. So if they want to give positive change in their life and they want to achieve more than they're currently achieving, then they just need to think differently, speak differently and act differently. I mean, it really is that simple. not saying it's easy to do, but it is really that simple.
Future Of Selling (53:39.324)
Yeah, but that's the path. That's the path. So, okay, cool. Hey, thank you so much for spending time with us today. I really appreciate it. Just great reconnecting with you and hope to see you again soon. And we'll talk to you later. Thank you, sir. All right, bye-bye.
Jason Forrest (53:41.614)
But that's the path.
Jason Forrest (53:54.99)
Awesome. Thank you.