In the Arena Podcast with Anthony Iannarino | Sales | Marketing |Business Coaching | Sales Management | Teamwork | Success |Revenue |Profits

Anthony is not a tech guy - meaning he’s not the guy to figure out the ways software and technological tools can be used to make sales work better, even though he is an avid user of the tech that exists. With that said, he’s very glad there are people out there who are into the tech and know how to take the deep dive into it in order to make it work better for sales professional. Max Altschuler is that guy. He’s on the show today to talk about sales stacks, the powerful benefits technology can bring to the prospecting and sales process, and how human capital can and should be integrated into the process. What is meant by a “sales stack” and is yours high enough quality to help you? When Max Altschuler uses the term “sales stack” he’s referring to the human, software, and tech components that you have in place to organize and utilize the data involved in prospecting, marketing, and sales. That definition infers that you’ve got to have a system in place that has quality data that is both current and useful. On this episode Max walks through the things that make up a great data stack, how he uses it when making sales calls, and what you can do to close the loops in your process to ensure that your data stays up to date. Do you know how to research a prospect before making a connection? Every sales professional knows that you can’t (or shouldn’t) just pick up the phone and call someone you want to make a sale to. You’re much better off in the long run if you do some research to know something about that person, what they do, and why your product or service is the right solution for their needs. Max Altschuler is a pro at sales and knows the sales process backwards and forwards from his work with www.SalesHacker.com - so be sure to listen to this episode to get his own approach to researching a prospect before making the call. What many companies do wrong when it comes to sales automation. Anthony periodically receives prospecting emails that are generated by an automated system. These emails show that the company sending them knows very little about him and has taken virtually no time understanding what he does or what his needs might be. This is a marketing and sales FAIL in the hugest terms. Companies that think automation is going to cut costs are actually costing themselves more. On this episode Max Altschuler provides his insights into the biggest automation mistakes companies are making when it comes to sales and how they can cut their losses and turn things around. Targeting your prospects from a variety of positions. Both Anthony and his guest today, Max Altschuler agree that sales professionals should not allow themselves to be hindered if they find that “THE” decision maker or ideal contact they are trying to reach is unable to be reached. There are many different ways to make contact with a company that can lead to great results. In his book, Max refers to “Top down” and “Bottom up” approaches and unpacks them on this episode. You need to hear this if you continue to get road blocked in your approaches to a prospective client. Outline of this great episode [3:10] Anthony’s introduction to Max Altschuler. [5:06] What is a “sales stack” and why they can work for you in sales. [6:17] Ideas of what might be included in a sales stack. [9:50] What Max does (and builds into his tools) to best research a prospect. [13:25] What can be done to improve the quality of leads by improving the quality of data? [16:43] Top down and bottom up targeting. [20:0] How email marketing often fails from a technology standpoint. [24:00] The risks involved in using automation. [27:18] What Max would do to prep for a face to face sales call. [30:38] An upcoming sales conference Max’s organization is hosting.

Sales is the ultimate people business. In interacting with those who need the services or products you provide or the decision makers above them in the hierarchy, you’ve got to be able to interact in a way that shows you understand and empathize with them as people. One of the key things to doing that is understanding the ways in which people think - the actual way they see the world and process what they see. On this episode of In The Arena you’re going to hear from someone who has influenced Anthony a ton lately with his approach to this subject: it’s Frank Sopper of Open Book Consulting. Be sure you listen… even though the two of them get deep into the details of how the brain works, it’s essential stuff for you to grasp and master in order to make small tweaks to your sales approach that bring a huge difference. What kind of thinker are you, associative or sequential? You probably don’t even know what it means to ask yourself that question. It’s because those two terms are things Frank Sopper has developed over years of research into the way the human brain works and how different individuals operate in the world and among their relational connections. When you understand the differences between associative and sequential thinkers, you’ll immediately see people in your life who fit into one of those two categories predominantly. The difference that knowledge can make to your sales career is immense and you’re going to hear why on this episode. Are your sales prospects associative or sequential thinkers, and does it matter? If you were to speak to a German person using the French language, you might not get very far. That’s because you’re approaching that person via a form of communication they are unable to understand, or at least not used to understanding. The same sort of thing applies when you try to communicate to someone using a style of thinking that they do not readily employ. On this episode Frank Sopper discusses the differences between associative and sequential thinkers and highlights how a better understanding of how your sales prospects think could get you even more sales success. For greater sales you need to include both types of thinking in your presentations. The human brain is typically not an all-or-nothing sort of computer. Every person is able to think in both associative and sequential ways, it’s just that not everyone is practiced at both. So for greater sales success you want to make sure that your sales presentations are not lopsided toward one of those styles, but rather that it incorporates an understanding of both. How do you do that? You can find out how to get started down that path by listening to this episode of In The Arena featuring researcher and businessman, Frank Sopper. The type of questions you ask can lead your prospects down the right path. But what that path is depends largely on the type of thinker they are. “Why” questions tend to appeal more to those with an associative type of thinking pattern. They are motivated by the “why” and begin to think more deeply and effectively in that sort of context. On the other hand, the sequential style of thinking gravitates more to the “How” type of questions, questions about processes, procedures, and bottom lines. Do you see how that can lead you to ask different questions of different people by having an idea of what kind of thinking style they operate within the most? Researcher Frank Sopper has tons to share about how to apply that knowledge on this episode. Outline of this great episode [3:10] Anthony’s introduction of how he got involved with Frank and his assessment. [5:36] Frank’s description of what he does: research combined with practice. [7:33] What are associative process and sequential processing and how do they work? [13:22] What allows us to generalize things in our think...

When Anthony hits a snag in how he feels he should approach a managerial or administrative issue within his business or with one of his clients, he turns to Dave Brock, his guest on today’s episode. Dave is one of those guys that Anthony and many others felt should write a book, but the guy is simply so busy he’s never had time. But now, suddenly, he’s cranked out his first book and says that he’s got a series of books in the works based on this first one. The Sales Manager’s Survival Guide is the book Anthony has been looking for - over 400 pages and worth every second it takes you to read. You can get some insights into Dave’s brilliant sales mind and why you should grab a copy of this book, on this episode. Recognizing what you know that you don’t know you know. Dave Brock has known for many years that he’s a sales leader. He’s been in many companies and positions that indicate it to be so. But when he sat down to do some updates on an older ebook, things simply came flowing out of him, sales concepts and strategies, managerial insights and lessons learned, and much more. Over the course of a few months, his 400+ page book, “The Sales Manager’s Survival Guide” was birthed. As Anthony and Dave chat today you’re going to hear many examples of the kind of insight and wisdom Dave has poured into his book, so be sure you grab a pen and paper to take some great notes. Why sales managers need to “do nothing” for the first 90 days. Dave Brock believes that one of the toughest roles is that of sales manager and one of the toughest transitions to make is from salesperson to sales manager. When asked what a brand new sales manager should do in his first 30 to 90 days, Dave said, “Nothing.” He goes on to explain that he’s not talking about being lazy or simply sticking with the status quo. What he means is that the sales manager needs to spend a good deal of time coming to understand the lay of the land, the people, the systems, the frameworks that are in place already. When he/she takes the time to think through his environment. Do you know the difference between management and coaching? Sales managers have to assess their team’s numbers, contacts, and CRM systems. It’s part of the job, and an aspect that the powers that be in the company care a great deal about. But those are not the most productive parts of what the manager does. The most important and critical thing for the sake of his/her own productivity and the team’s overall success is the time he spends coaching his team. On this episode Dave Brock goes deeply into how sales managers can do a better job at coaching, why they MUST do so, and what they can do to up their game in that area. “This book is the very best in its class.” That’s what Anthony says about Dave’s book, “The Sales Manager’s Survival Guide” - and he knows, he’s read everything in the field. The book is not only a practical how-to for new sales managers, it’s also a “reset” for the experienced sales manager who has perhaps gotten off course, become distracted, or lost his way in the morass of company politics. Dave’s book is a must read for every sales manager, no matter how long he/she has been in the game. It’s one of the most actionable, helpful books you’ll ever read, so be sure you listen to Dave’s chat with Anthony on this episode and grab a copy of the book as soon as possible. Outline of this great episode [3:10] Anthony’s introduction to Dave Brock and his new book, “The Sales Manager’s Survival Guide.” [6:19] How Dave wrote his book - finally. [8:29] Recognizing what you know that you don’t know you know. [9:57] Why sales management is such a unique and difficult role. [13:45] The challenges new sales managers face in their first 30 to 90 days. [19:45] The things that will trip up new sales managers.

According to Steve Andersen and Dave Stein, most salespeople make a vital mistake in the way they approach sales: They think of the sell itself as a short-term gain rather than look to a long-term gain that will sustain relationship and ongoing sales. In this insightful conversation Anthony speaks with Steve and Dave about their new book, “Beyond the Sales Process” and how they are bringing a new approach to the sales process through looking to that long gain. Why a sale has to be seen a long-term gain. It’s very easy and natural to think of a sale as a short-term gain. You get the contract signed and go back to your office, high-fiving everyone in sight, feeling great about yourself and the world. But you have to go out tomorrow and do it again, right? That reality will never change but the mindset behind what that individual sale means should change - you need to see it as the beginning of a longer process, the building of a relationship and the positioning of yourself and your company in a way that makes you an advocate to your customers. In this conversation Anthony gets into the nuts and bolts of that pivotal mindset shift with authors Steve Andersen and Dave Stein. You need to know your customer’s answers to these questions. Dave Stein and Steve Andersen suggest 4 revealing questions that every salesperson should be asking themselves and their customers in order to discover if they have positioned themselves and their company correctly in the minds of their customers. And they insist that the sales professional not simply ask the questions FOR their customers, but that they ask them OF their customers. You need your customer’s honest feedback to these questions to make sure you have an accurate sense of whether your customers value you as you want them to value you. You can hear all 4 questions and how they help you build long term customer relationships on this episode of In The Arena. Define your sales success through your customer’s eyes. You don’t really know how successful you are as a sales professional if you don’t know how your existing customers view you and your company. Do they see you as a vendor or a partner? Is their relationship with you one that they can’t live without or one they could do away with when a cheaper or slicker offer comes along? When you’re able to get under your customer’s skin to understand their perception of you, you have something to work on to position yourself where you want to be as their business partner. You’ll either position yourself or be positioned, which do you think is better? Find out how to be in charge of your own position from this episode. What is the value you’re bringing to your customer’s customer? Too many salespeople are short-sighted, thinking only about the things they can do for their customer. While it’s very important to know that, you also want to put yourself in your customer’s shoes so you can understand what they value - and just like you, they value what they are able to do for their customer. One of the ways you can be of greatest value to them is by understanding what they are trying to provide to their customers and positioning yourself to be their best asset in getting that done. It’s part of the long-term gain of sales that you’ll learn to think about and implement from this episode of In The Arena. Outline of this great episode [4:25] Anthony’s introduction to Steve and Dave and their new book “Beyond the Sales Process.” [6:13] The gap Steve and Dave are trying to close for salespeople. [8:57] Why sales is a long-term gain. [12:23] A better way to hit your sales numbers than going customer to customer. [16:23] The vital questions sales professionals need to ask their customers to build long-term relationships. [20:55] Defining your sales success through your customer’s eyes.

Very few people have had the types of life experiences Pete Turner has had. His experience as a soldier and then later as a cultural consultant to the military and U.S. State Department during the Bosnian and Afghanistan conflicts gives him a perspective and skill set far beyond those of the average person. And you may wonder why a guy with that background is on a sales focused podcast. It’s because so much of what Pete has learned about culture and how to deal with people applies directly to the business and sales world. You’ll get it after you listen to this episode. It’s a bit longer than usual but you won’t care. It’s that good. 4th generation warfare and its relevance to business cultures. The term “4th Generation Warfare” is not a commonly heard phrase but it’s one that’s being used more and more to describe the way that warfare situations have changed in the last decade or two. Pete Turner brings his expertise in that realm into this episode of In The Arena to illustrate how there are many more things going on in every culture than most leaders and decision makers are aware of. And for salespeople, understanding the underlying cultural dynamics of a situation would win or lose the deal. You won’t be sorry you listened to this one. Spying (counterintelligence) is not really all that different from sales. Pete Turner spent a good deal of his military career in what is called “counterintelligence.” It’s spying, plain and simple - getting into the everyday life of a culture to discover important information that can help your side of the conflict. But Pete realized early on that his job was not to locate or identify the bad guys, his job was to get to know the culture and the people, to care about them, and to understand what his side of the conflict could to to win a lasting peace after the conflict was over. Sound anything like sales? It should. Be sure to listen so you can glean the insights Pete has to share. Relationships are key to getting almost anything done in a culture. In a military conflict, The American way is often to come into the situation with the assumption that help is needed and that “we” are the ones to give it. But Pete Turner says that his experience as a counterintelligence officer and cultural consultant to the military has shown him something entirely different. It’s impossible to truly help if you don’t know the real situation on the ground and military leaders and diplomats are characteristically bad at getting that kind of intel. Many salespeople do the same thing: they make assumptions about the business culture they’re stepping into instead of investing in the relationships required to make a sales change happen. You’ll hear Pete’s insight and see how they relate to the sales process on this episode of In The Arena.   Organizational cultures require that you come in with respect. Any culture has its own unique set of “rules” regarding the way things work between people. If you come into a culture as a gung-ho salesperson without taking the time to communicate respect for the way things are done (through getting to know people and asking questions), you’ll inadvertently disrespect something valuable to the culture and quickly become an outsider who is not allowed in. On this episode you’ll learn how to ask questions, learn, and demonstrate respect that builds the relational clout needed to become an influence on the culture from your place outside of it. Every salesperson needs to learn these lessons. Outline of this great episode [0:24] How you can get aboard the Bob Burg mastermind event. [2:34] The concept of 4th generation warfare. [3:10] Why Anthony invited Peter Turner onto the show today. [6:20] Why the concept of 4th generation warfare appeals to Anthony. [6:52] What are 4th and 5th generation warfare?

Strategic communication has long been an area of interest for Matt Abrahams, so much so that after leaving high school he decided to pursue degrees in communication. Fast forward to today and Matt can be found as a professor of communications at Stanford University and the author of a great new book, “Speaking Up Without Freaking Out.” On this episode of In The Arena Anthony Iannarino chats with Matt about the intricate dynamics that go into strategic communication and how sales professionals can learn some valuable skills to help their presentations have greater impact, resulting in more sales. What does Matt mean when he talks about “strategic communication?” Communication is intended to make changes in situations and in relationships. But it’s not always organized or arranged in a way that enables those changes to happen. Matt Abrahams has found it helpful to speak of communication in terms of “strategic” communication: communication that is aimed at a very specific goal for the interaction. The goal for the conversation or interaction enables the preparation and the communication itself to be narrowly focused toward those ends and more effective in the long run. You will learn more about how to make your communication much more strategic in this great conversation. The role ambiguity plays in strategic communication. It may seem that anytime ambiguity is a part of the equation, good communication is not happening. But that’s not always the case. On this episode Matt Abrahams points out that in the event of a product or service offering that is not entirely developed, the promotional campaign will many times include intentional ambiguity in order to tease out the intrigue surrounding the product launch. It’s one way that ambiguity can play a major role in communication that is not only strategic, but effective as well. Learn how you can use the concept of ambiguity in your product or sales presentations, on this episode. Start your presentation with this powerful question. Matt Abrahams has learned that the key component of any presentation is the underlying belief that the presentation is intended to serve those who are listening. In order to keep that vital fact in mind he recommends that everyone who is building or planning a presentation begin with the question in mind, “How will this presentation serve/help the people who hear it?” That one question enables the preparation to be done with razor sharp focus so that the real purpose of why it’s being created isn’t lost in the minutia of the planning. You’ll hear more valuable but simple insights like this during this great conversation. The “What, So What, Now What” structure for strategic communication. When organizing your next speech or sales presentation you might do well to follow Matt Abrahams’ favorite presentation structure - What, So What, Now What. It’s a way to ensure that you’re being clear about what you’re talking about, why it matters to your prospect or audience, and the specific action steps that you want to compel or motivate by the end of the presentation. This is just one of the many structures Matt outlines that can add greater degrees of effectiveness to your communication and persuasion to your close. Outline of this great episode [4:45] Anthony’s means of connecting with Matt. [5:25] The backstory on Matt’s expertise in strategic communication. [7:30] The use of ambiguity in communication: for good and bad. [10:08] The outcomes that make communication strategic. [11:35] Why speakers should start with a question and outline using questions. [14:00] The What, So What, Now What structure for speakers and presenters. [15:48] How to be more relevant and compel your audience to action. [18:50] The power of stories in keeping people engaged and motivating action.

Anthony first became aware of Nancy Duarte when he watched the Al Gore TED talk that featured the slide deck created by Nancy Duarte and her team. That’s when he began grabbing her books every time they came out and applying her concepts about storytelling and leadership to the things he was doing in the sales world. On this episode Anthony has the honor of speaking with Nancy and the co-author of her latest book “Illuminate,” Patti Sanchez. You’ll get an earful of great advice about how leaders can use stories to lead people where they need to go, on this episode. Why leaders are torchbearers and the difference their role can make. Leaders, by definition, are leading people into something new, or different, or needed. It’s in this way that they carry a torch, illuminating the way before the team as they all move forward. Part of the way that good leaders do that is by leading with vision, empathy, and a deep understanding of the things that motivate their followers to move into unknown territory. The same principles apply for the salesperson who is truly trying to help their prospects move toward a purchase that will supply the solution to their problems. You’ll learn a lot on this episode, not just about leadership but about how salespeople can be leaders to their clients. Why leaders are often accused of lacking empathy. We all know that leaders are characteristically hard driving, vision oriented people. With a bent like that it’s not uncommon for leaders to be accused of lacking empathy toward those they are attempting to lead. The reason for that is simple: leaders tend to see the end goal or the vision very clearly and need to slow down long enough to understand that their followers likely don’t have the same clarity or drive that they possess. On this episode Nancy Duarte and Pattie Sanchez chat with Anthony about how leaders can modify their approach to leadership in ways that enable their followers to actually follow with more of their hearts invested. Many leaders and salespeople focus too much on the “what” and not enough on the “why.” In this great conversation Nancy Duarte and Patti Sanchez point out that leaders often emphasize the methods or steps that they intend for their teams to take in order to reach a goal. That’s good for as far as it goes, but that’s a long way from helping them understand WHY the goal they are headed toward is so doggone important in the first place. Helping your followers or prospects understand the NEED for the end goal, be it an accomplishment or a sale, is the most important aspect of good leadership because it is what maintains focus and motivation over the long haul. You can hear more on this episode of In The Arena. People don’t do things for your reasons, they do things for their reasons. In this conversation a great point is made in noticing that people don’t act because a boss, leader, or salesperson want them to act or think they should act, they take action because they have a personal and internal reason for acting. A good salesperson or leader becomes skilled at asking the kind of questions that reveal the true motives underlying the contemplation of a decision, so they can lead toward a decision in the most effective way. You’ll enjoy the creative and helpful insights you hear on this episode. Outline of this great episode [3:10] How Anthony came to be aware of Nancy Duarte. [5:03] How Nancy’s books came about and why she released them in the order she did. [7:33] What Slide:ology does for people who make presentations. [8:15] The idea behind the concept of a leader as a torchbearer. [10:09] How the Star Wars and Lord of the Rings themes emerged in the books. [11:19] The need for better storytelling in helping people do what they are meant to do.

Many people hate sales because they don’t understand that it’s not about getting money from people, it’s about serving them. Today’s episode is a gem among gems because it features the incomparable Bob Burg. Bob is a legend in the sales, leadership, and marketing world for his many books and lectures on the topic of serving people through sales. Anthony’s questions today set the stage for Bob’s great answers and you’re the one who’s going to benefit, so make sure you set aside plenty of time to listen to this engaging conversation that’s full of Bob’s incredible stories. The real difference between a leader and a Go-Giver leader. Bob Burg’s most recent book, “The Go Giver” is quickly becoming a legend in the sales realm just like its author, simply because it’s a fable-like unpacking of principles that every person needs to know. In it Bob shows that the difference between an ordinary leader and one who follows the principles of being a Go-giver is that the Go-giver is all about serving the people he encounters, be they customers, potential clients, or the employees that he leads and works with daily. You’re going to love Bob’s wit and clear admonition toward greatness on this episode. It will encourage YOU to become more of a Go-giver yourself. Influence and persuasion is so much more powerful than force. But many modern day leaders don’t understand that fact. Force is an outgrowth of positional leadership and nothing more. Subordinates obey because they have to - or else. But for a Go-Giver leader the main tool in the toolbox is influence and persuasion. They are such powerful tools to use because they flow out of the integrity of the leader and the genuine care he has for the people he meets. On this episode of In the Arena Bob Burg goes into the details of what that means and highlights the areas of work and life that you can refine in order to become the kind of leader who is able to lead by influence and persuasion, not force. 5 Qualities of a Go-Giver In Bob Burg’s landmark book, “The Go-Giver” he outlines 5 qualities that every Go-giver has that enables him/her to lead in a very uncommon and effective way. The 5 qualities are: True vision, an eye toward building people, standing for something, and two others. In this conversation you get to hear Bob himself explain and illustrate each of these powerful qualities and give some practical tips on how you can foster these in your own character. This conversation is like a coaching call with one of the best, so be sure you listen. Money is only a by-product of serving people. Focusing on money makes earning money incredibly hard. That’s why most sales professionals struggle from commission check to commission check with little joy in their work. Bob Burg knows the difference and on this episode of In the Arena he tells the story of how he came to understand that money cannot be the target in any sales career. The target is helping or serving people and money is the reward. Keeping that straight is the most direct path to sales success. On this episode unloads a handful of insightful of one-liners on this topic that each have a powerful punch to them. You’re going to love it. Outline of this great episode [3:44] An introduction to Bob Burg. [5:30] Bob’s book, “The Go Giver” and how it’s helped the sales community. [6:54] The difference between a leader and a “go giver” leader. [9:15] Why persuasion is so much more powerful than force. [11:11] 5 things that make a Go-giver. [12:12] What is true vision and how do you hold it well? [14:15] What it really means to build people. [18:30] Turning employees into leaders in their own right. [19:30] Standing for something - and what it means for leaders. [23:52] How Bob’s Dad embodied being a “go giver” for him.

“For years, customer service has been a necessary evil.” That’s what Jay Baer says, but he’s convinced that even though it’s never been true, it’s especially not true in the digital age. Customer service is the lifeblood of truly impacting businesses. During this conversation Anthony asks the kind of questions that unpack the gold of Jay’s new book, “Hug Your Haters” and shows you why keeping customers through outstanding customer service is tons more important that getting new customers. After listening to this episode you won’t think of customer service the same way again. Why Haters are not necessarily going to hate forever. You’ve heard the pithy little meme - “Hater’s gonna’ hate.” But is it always true? Jay Baer believes that most people who you might classify as a “hater” on social media these days are simply voicing their opinion about the reality of their experience with your company, and resigning yourself to a statement like that could also resign you to failure in business. In this episode Jay explains how companies NEED to respond to haters no matter what, and how they can do so in a way that is a win for the business in every case. It sounds like a lot to promises but Jay delivers, on this episode of In The Arena. Why you should fix your customer service before you get more customers. If it sounds backwards to you that you should fix your customer service before getting more customers, that’s because you fall squarely into what current statistics reveal: that most businesses spend far more on marketing and sales than they do on customer service. Jay Baer believes that’s a colossal mistake because it’s much easier and wiser to keep the customers you’ve already reeled in, then it is to go out and get new customers. And by keeping them happy AS your customers, they are going to have a huge impact on whether or not you get those new customers you want so badly. It’s more to unpack that one paragraph can do, so be sure you listen to Jay’s explanation on this episode. Which channel should you use for customer service? There are so many ways for you to communicate with your customers and for them to communicate with you - Facebook, Twitter, LinkedIn, etc. - which one should you use to address customer service issues? Jay Baer believes that the answer is obvious: Use the ones your customers prefer to use, which will not be the same for every customer. This idea comes from Jay’s explanation of “on stage” and “off stage” complaints and how each of them has to be handled in different ways in order to magnify the value your business places on the customer. If you don’t understand, you will - and you’ll agree entirely - if you listen to this episode of In The Arena. What happens when you respond to customer complaints? Do you really know? Jay Baer says that more happens than just averting a disaster or fixing a problem. The research he did while writing his new book, “Hug Your Haters” revealed that in EVERY CASE responding to customer complaints resulted in a huge uptick in customer satisfaction (which you would expect) and ALSO a huge increase in customer advocacy (which you may not have expected). So when you respond to your customer’s complaints promptly, with care, and with an eye to solve their problem to their satisfaction, you not only make a friend, you make an ally. Find out more of what Jay has discovered about stellar customer service, on this episode. Outline of this great episode [3:45] Anthony’s introduction to Jay Baer and the conversation in this episode. [5:59] Why Jay stopped doing his “Jay Today” show (and how Anthony felt about it). [10:48] Jay’s definition of “a hater” (from his book “Hug Your Haters”). [12:25] How Jay proved in his book that customer service is not happening well overall. [14:00] The gap between what the company believes th...

Over $2 billion in sales. Yes, you read that correctly. Today’s guest, Forbes Riley is an amazing woman and one of the most successful infomercial and product saleswomen on the planet. But ironically, she doesn’t like to think of herself as doing “sales.” Instead, she prefers the word “pitching.” It’s an interesting distinction and she and Anthony get into the differences and similarities on this episode. But that’s just the beginning. You’re going to hear Forbes talk about confidence, mindset, what it takes to be successful in sales, and why people with incredible products often fail when it comes to product sales. There’s lots more, so be sure you make the time to listen. From a “typical” childhood to incredible sales success. Forbes Riley grew up in Brooklyn, New York and sees her childhood and family life as a generally happy one. She saw herself as an “ugly” little girl and at that point in life couldn’t imagine that she had what it took to be successful in life (whatever that meant). But a Dad who thought outside the box and a series of opportunities led her into acting and eventually positioned her to work alongside some of the most successful infomercial product creators ever: Jack LaLanne, Billy Blanks, and others. This conversation unpacks some of the details of Forbes’ journey and gives you some practical ways to think about your own story and how it could be positioning you for success. What does it take to have a successful infomercial (or sales campaign)? Having worked alongside Jack LaLanne (the most successful infomercial product creator of all time) and many others, Forbes Riley has a very unique perspective on what goes into a successful sales campaign. In her thinking, the success you experience has much less to do with the quality of the product and much more to do with the genuineness and passion of the person behind the product. Jack LaLanne sincerely believed in his products, as did Billy Blanks, and it was their conviction that transmitted through the TV screen to generate incredible sales volume for their products. You can glean a lot from Forbes’ insights on this episode, so do yourself the favor of making this 40-minute conversation a priority. What’s behind the most successful sales pitches? When Forbes Riley first realized that she was in the “sales world” at QVC she didn’t like thinking of herself as a salesperson. To her it felt pushy or sleazy to “sell” something and the thing that made the difference to her was a mindset shift. When she realized that a “pitch” was nothing more than a confident explanation of why a product or service was beneficial to real people who were in real need, everything changed. She says that it’s that confidence and conviction that fill a sales pitch with power. On this episode of In the Arena Forbes talks about how she got to that point in her thinking and how it impacted everything she did from that point forward. If you want to change your life, start thinking differently. There are too many books, blog posts, and audio volumes about the issue of “mindset” to count. You’ve heard coaches and professionals in every walk of life tackle the subject. But just because the topic may seem tired or “old” doesn’t mean it’s ready to be discarded. In fact, Anthony’s guest on this episode - Forbes Riley - says that her life changed dramatically when she realized that HOW she thought was determining the boundaries of her success. Hear the story of how Forbes gave herself permission to believe that greater things were possible and how that decision led to over $2 billion in sales over her career, on this episode of In the Arena. Outline of this great episode [3:47] Anthony’s introduction of Forbes Riley (today’s guest) [5:13] Forbes’ background and how she got into acting (she’s been on “24” and others)

There is so much talk about “big data” these days and the impact it has on helping companies and brands understand the choices and activities of their market. But today’s guest believes that the best approach to understanding consumers is not big data, but what he calls “small data.” Martin Lindstrom is a branding consultant who has made a name for himself by his “on the ground” approach to interacting with and understanding consumers by trying to see the world through their eyes. This is a fascinating conversation about how the most impacting brands are able to build their followings by knowing their followers. Take the time to listen, you’ll be amazed at the insights Martin has into business, life, and the world we live in. Powerful brands know how to infuse emotion into what they do. The difference between the brands that succeed on a huge scale and those that don’t is often wrapped up in how they are able to communicate and encapsulate their products or services with emotion. People are emotional beings and it’s often the emotion that motivates much more than logic. Today’s guest, Martin Lindstrom, has become an expert at understanding how people make decisions and the role emotion plays in that process. He’s a leading branding consultant who has helped brands like Lego, Lowes Grocery, and others understand their market and build a brand that moves them on an emotional level. This is a powerful conversation you won’t want to miss. Simplicity and clarity are the hallmarks of a powerful brand. If you were asked which car company was the safest, you’d likely answer “Volvo.” That’s not by accident. The leadership of Volvo has spent a lot of time and money creating that image for themselves and working to make it true. They’ve discovered the power of simplifying the vision for their company into a succinct and clear word that communicates on an emotional level: “safety.” On this episode of In The Arena Martin Lindstrom chats about the way powerful brands become so powerful, what they understand about consumers that most brands don’t, and why it’s important for companies to get into the world of their consumers. What IS “small data?” Martin Lindstrom’s latest book, “Small Data” is a contrarian look into consumer research. He believes that companies and brands cannot understand their consumers as they should by starting with all the “big data” that is gathered through statistics, buying patterns, and sales figures. It’s his contention that the brands that truly succeed in changing lives and changing the world are the ones that are willing to get their hands dirty in the real world of the consumer and discover the real life, emotional things that motivate action and decisions for people. Anthony digs into the idea with Martin on this episode, so make sure you listen. Big data is the “what” and small data is the “why.” Martin Lindstrom believes that trying to increase sales through looking at consumer behavior is a backward approach to increasing sales. That so-called “big data” is the “what” behind consumer behavior - it only tells what they do in a given circumstance. But much more important to Martin, and he believes to every brand, is the “why” behind the consumer’s decisions. When a brand can tap into the reasons consumers do what they do, then the brand is positioned to create products and services that truly serve the needs of the consumer and skyrocket the brand’s influence and success as a result. Hear Martin describe the usefulness of small data on this episode. Outline of this great episode [2:03] Anthony’s introduction to Martin Lindstrom and this episode. [3:24] Martin’s “Denglish” accent and where it comes from. [3:47] What does a “branding consultant” do (Martin’s role). [5:00] How Martin’s creation of his own “Legoland” landed him a job working for Lego.

Shawn Murphy is the CEO of Switch + Shift, a site that explores the Human Side of Business. He's also the author of The Optimistic Workplace: Creating an Environment That Energizes Everyone. Shawn shares the destructive behaviors that cause leaders to ruin culture, aligning work and purpose, the hard stuff of human work and soft stuff of profit. [asa]0814436196[/asa] Shawn at Switch and Shift. Shawn on Twitter Stop by and visit our sponsor, Selling Power, and give them some support. [smartads]

We are all familiar with how brainstorming brings random people together to create long lists, of any and every idea. We let our brains rumble in hopes of finding the most brilliant plan hiding within the collaborative explosion of thought. Today, we hear from Tim Sanders about a better idea: dealstorming. Tim’s new book, Dealstorming, gives away the secret weapon to solve your toughest challenges. He combines innovation with the process of closing deals. Closing deals, especially in a niche can leave you in danger of losing that category. You need an app or a weapon. Dealstorming helps you win. How do you find your yes in those big deals? Dealstorming. Big deals are the ultimate barrier to your entry, so tune in to learn how to approach deals more effectively on this episode of In the Arena.   Taking control of the complexity of sales Tim Sanders knows that sales complexity is completely out of hand. In this day, we are selling technology, not solutions. To Tim, the process can be approached more like a GPS than a linear equation. Do you want to find direction in sales? The sales process is not keeping up with stakeholders, especially as customers do their own research and part of a deal is spending time un-teaching them. Tim has developed a process and philosophy of teamwork and sales. He addresses the fear of risk and the resistance to change, even when change is necessary. As salespeople, we get stuck thinking there is a single course of action.The problem is that sales innovation, at the deal level, is important. Your biggest competitor is the status quo. Change is hard to sell. Buyers are winning. Tim wants to help you change the game and restructure your approach through dealstorming. The necessary incubation period Many meetings consist of idea-spouting without any real time to mull over the issue or any issues behind the issue. Today, we hear how Tim puts the process together with innovation. His idea? Get your stakeholders briefed on an opportunity, the problem, and give them an assignment. Debate the real problem and root problem. Nominate solutions. Find finalists and choose the next best play. Distribute the work and go forward. This respects everyone’s time. But the key is the incubation period prior to the meeting. The prepared mind can create and collaborate. Tim offers insight to get everyone to read the deal brief and participate in the incubation. Use your people and their resources. Humans are resourceful. Give them time to connect the stories in their heads. Don’t ask people to come to a meeting, ask them to join a cause. Get creative in your approaches alongside Time on today’s episode. Creating cross-collaboration and custom solutions Many sales teams fear cross-collaboration and the land of “no” and “slow.” But Tim Sander’s teamwork philosophy and approach to dealstorming meetings bring assignments and incubated ideas to the table. Sales teams might think that building a team and trying to reach consensus takes time, but what really takes time is continually trying something that is not working until you run out of chances with accounts. When leading a dealstorm, consensus is not about agreeing, but about being able to live with the next big play. The research conducted prior to meeting with a client allows for custom solutions.The best speech Tim Sanders ever gave was long before he became a professional speaker and author. He talked about the importance and strategy of conducting research before a sales call. He spoke about how to prepare for a meeting and research your client’s business. Tim is founded on and familiar with the steps before the steps. Listen is as he translates that idea into dealstorming. Buckets of problems Today, Tim Sanders provides a gameplan to eliminate the “whack-a-mole” approach to solving sales problems. He talks through the strategy of categorizing different problems into buckets....

Today’s guest, Stu Heinecke, approaches marketing in a surprising and unique way. Stu is a cartoonist, using creativity as a truth-telling and marketing device. Today, we hear about Stu’s new book, How to Get a Meeting with Anyone. His unconventional combination of an education in marketing and a talent for drawing has morphed into a lucrative profession and inspiring marketing avenue. Stu has worked for big magazines, reached out to important names through cartoons, and set meetings with professionals who changed the course of his business and life. Learn from Stu how to harness that courage, make the meetings happen, and set campaigns in motion through creativity. Revive your creativity As an artist, Stu is familiar with the pressure of finding a “real” profession. On this episode, he talks about how the creative process can be driven out of us through the education process. We learn that success is regurgitating what we hear. But creativity is about making connections and discovering for yourself what works together. People stop painting, writing,drawing and dreams are driven out of us. Turns out, Stu found out a way to keep creativity alive and succeed professionally. Stu also uses humor as a truth-teller within the marketing world. He has reached out to professionals, created a buzz, and gained attention through humor and cartoons. He knows that if you can get someone to laugh, you are getting them to agree with your essential point. Stu took his talent and turned it into a sustainable financial business. Isn’t it time to revive your own creativity? Have you tried this marketing approach? Stu wrote How to Get a Meeting with Anyone to reveal the untapped selling power of contact marketing. His own campaign of approaching companies through cartoons birthed the idea, and ultimately the book. It is inspiration from Stu’s journey of figuring out how to reach people who were important to the desired outcomes in his life. For Stu, cartoons are a powerful selling device. He learned the importance of customizing a message and impressing important people. The truth is, important people are busy and have lots of people trying to get through to them. Stu believes contact marketing has been a hidden form of marketing existing for too long without a name. His mission is to bring it to light and teach people how to utilize it. You need to make that contact. Stu’s book reveals 20 categories of contact marketing campaigns he learned from his own endeavors and conversations with important people in his world. What do you have to do to gain the attention and impress the people crucial to your growth and business? Stu’s creative, resourceful approach will get you ready to brave the necessary interruption. It is about humanizing yourself quickly, because people buy from people they know and trust. This book is for salespeople and business owners networking for those breakthroughs. This is a book about audacity and going after the people important to your preferred future. It is about empowering you to reach out for the connection that could change the scale of your business. Stu is ready for you to be confident and access anyone you want to. Are you ready? Ready to get uncomfortable? Stu believes that we won’t go anywhere if we don’t believe we are worthy of going somewhere. So, why not believe in yourself? It is time to get uncomfortable because that is where the best things in life come from. Are you approaching your marketing strategies with any audacity? Do you know what audacity looks like in your profession? Stu’s thought is that audacity is simply enjoying what you are doing and allowing it to become infectious. His cartoons carry his approach of reaching out to impactful people that can change the course of his business. Learn how to face your fear, blow past your comfort zone and get that meeting with anyone.

Today’s guest, Jeb Blount, wrote his book Fanatical Prospecting to remove the complexity of prospecting and provide a formula for it’s use. Jeb’s core belief is that salespeople are the elite athletes of the business world. He empowers salespeople to fill their pipelines with traffic, believing that you fail when you neglect prospecting and have an empty or anemic pipeline. The basics of prospecting were instilled in Jeb by his teacher, Bob Blackwell. Jeb learned from Bob how to say the right things during calls and hone his work into a profitable career. Today’s resistance to prospecting stems from the lack of leadership like Bob’s as well as testaments of successful experiences. Where there is a lack of good leadership and praise for prospecting, Jeb steps in. From listening to and learning from a great sales manager, Jeb became great. Are you ready to get in the arena? Embracing the most difficult job in sales According to Jeb, prospecting is the most difficult job in sales. But, if you don’t prospect, you are not going to sell anything. Jeb puts it simply: you are not going to eat, much less have a job, if you dont prospect. As a sales manager, you need the courage required to tell the truth and to confront. You also need to hold your people accountable, observe their work, and have the conversations that spur on improvement. Jeb holds bootcamps to teach sales people how to prospect. He gets people’s pipelines filled up and ready for success. In sales, coaching and pushing are necessary to cut the excuses and get the appointments. In these bootcamps Jeb has power hours where everyone is making lists, making calls, and learning to stop wasting time, wasting people’s time. Prospecting can massively increase the velocity of creating opportunity, no matter your industry. Listen in to Jeb speak about the power you and your sales team are missing. The art of interruption There are so many ways to dive in and utilize prospecting. If we compare today to the 90’s, there are more options than just phone books and knocking on doors. But, the magic is still in the interrupting of people. Jeb preaches about the very  much alive avenue of cold calling, due to the fear people have developed of picking up the phone and being that interruption. But once you start, Jeb says, it is easy. It might even be easier than it used to, because of the ability to research anyone you want before you call them. As a sales leader, it is your job to get your salespeople to interrupt. If you teach them to believe in the product and believe they are solving people’s problems, they will make the calls. Jeb’s methodology is a balanced approach to using the tools you already have to diversifying your prospecting and see the most conversations turn into booked appointments.If you want to be a sales leader, develop the managerial courage to interrupt. Move up the prospecting pyramid Jeb’s contagious belief in prospecting removes arguments against its use. He offers a chance to rethink the order of prospecting and approaching opportunity. Most salespeople think to call the first name on the list. But that is random thinking. Jeb teaches that the top sales reps call the highest probability deals first. They close that deal, set that appointment, and build their lists strategically. The first 10-15 calls are to those most likely to buy, so the pipeline fills with a better probability of producing results. Some experiences in cold calling start off with rejection after rejection, creating a terrible taste in a salesperson’s mouth. Is it time to rewrite your list? Get your wins early on, develop a better attitude, and set yourself up to sound better and feel better in sales. Learn from Jeb how to gather information to move clients up your prospecting pyramid and spend the most time with the likely deal closers. Jeb has done the research for you, all you need to do is tune in!