Podcast Interview – Win Sales Now EP#5 with Rob Brus & Daniel Tolson

Robert Brus 0:09
Welcome to Win Sales Now and Go All In. I’m Robert Brus.

Daniel Tolson 0:14
And I’m Daniel Tolson.

Robert Brus 0:15
G’day mate, how are ya?

Daniel Tolson 0:16
Mate I’m always good.

Robert Brus 0:17
Awesome. Great to have you here. So yeah, I’m really excited to be doing these shows with you mate.

Daniel Tolson 0:21
Well, it’s exciting that we’ve got a platform like YouTube where we can share this knowledge and we can share the content and keep the conversation going, because your level of knowledge got you to here. But you need to acquire more knowledge to get to the next level. And this is the best place to learn. And make sure you hit that like button make sure you hit that subscribe button and keep coming back because we’re going to give you some of the best content available in all the sales industry. This stuff is the latest psychology and what happens is when you apply it, you get an immediate result. You make more sales, and you make a lot more money

and and the catch right there. Catch is you make more sales. Now, Daniel and I’ve worked really hard to make sure that the message that gets out to you guys and girls that are watching these videos is that you can take away some practical real world skills and apply them to your business now. And don’t underestimate how powerful these strategies off even if they seem really, really simple to do. Go ahead, take them execute on it, give it a go. And you’ll see how different it will be for your business if you do that. And if you like what you’re seeing here and you got some questions, make sure you just pop them in the comments below because both Daniel and I will see those and we respond to him for you as well. Right today’s show is all about my favourite topic actually, even in all of sales. My favourite part of sales is prospecting. And most salespeople do not like prospecting and means cold calling. It means putting it out there and it means putting your ego aside and getting ready rejected time after time after time. And I love the psychology of prospecting. And we’ve got some practical tips and hints that you can take away from today’s episode. So why don’t we get into what this is all about knowing of the customer. So we went through a little bit about Know thyself, and emotional intelligence. And if you haven’t seen those episodes, there’s somewhere around here you will find them. But this one’s all about knowing though I customer. Well, in emotional intelligence, it’s self awareness, self regulation, and motivation. But in social IQ, it is social awareness. mu is the customer. And it’s also social regulation, which is the ability to communicate your message to them in a way that they say, Yes, that’s me. And yes, I’d like to solve that problem. So when it comes to prospecting, it is the first step of the sales cycle. If you don’t have somebody to speak to, you’ll never have anybody to sell to and it’s The top of the funnel, there’s really three key areas of selling and it’s prospecting, presenting and following up. And just a little secret that hasn’t changed in 6000 years. And there is no shortcut and there is no hack. There never has been. there never will be there’s no trickery. There’s no fancy line or something that you’re looking to say that’s going to help you to win this deal or that deal. There is nothing like that. There’s no shortcut. There’s just meeting the client’s needs on the client’s terms. And when value exceeds price, you will have a sale. But in order to get there, you need to do some prospecting first, where you can hit a target that you can’t see any know that customer, you have to know your customer better than they know themselves. In in my history of selling. I’ve been selling for 30 years and I’m only 39 I started selling newspapers when you were nine when I started. So I remember getting my first rejection. I remember getting my first no I didn’t know enough about selling to understand this, but I was trying to sell a newspaper that was written in English to somebody who did not speak English. I was trying to sell it to a vape in a nice backup. And my frustrations come from selling or trying to sell something to somebody who had no name for it, they couldn’t use it. And then I took the same newspaper to the hairdresser. I didn’t write that I read fashion magazines, magazines, here I am, myself up of something and died on lightning. I just didn’t know my customer. But 30 years later, I’ve learned that the most important thing is prospecting in speaking to the right customers. If you’re speaking to non customers, you’ll never make us out. But if you’re speaking to highly qualified people, what happens is you can rapidly reduce the amount of people that you speak to. Instead of speaking to 1000 people you can expect to 100 and then from 100, you can narrow down to 50 and down to 10 Some fields, you can speak to one person and get one appointment. Yep. And I’m a time management for a lot of managing my time effectively. And in sales success, the clearer your target, the better you know your customer, the faster you’ll get appointments, the faster you get appointments, the faster that you can lead them through the sales process. And then if you’ve earned the right and only if you’ve earned the right, can you ask for the order. So we’re going to show you how to understand your customer in ways that you’ve probably never considered before. And people who are following these strategies, these four strategies that we’re going to give you, they make more sales, they do it faster, and they do it easier. So your job is to learn what you need to learn so you can make more sales and a lot more money.

Robert Brus 5:45
I’ve got a question for Daniel. It’s and it goes along the lines and it’s to the very heart and the very core of this topic. Who is my customer? How do I know who my customer is? Who I’ve got an idea and sometimes The idea of having a customer is I’ve created a product or I’ve got a service, and I think that I would be the customer. So naturally, I would go out looking for people like me, but that’s just not the case. That’s just sometimes it’s the case, but it’s not always the case. So how do I know? Who are the right customers for me? So you’re talking about setting yourself up for success by talking to the right people to begin with? That narrows your pool down? And how do I get to them? How do I find them?

Daniel Tolson 6:28
But what you have to do is you got to understand your product, first of all, so what comes before this is product knowledge. And we always create a product to solve an existing need. So it’s like somebody whose house is on fire.

This is why you have the fire department. So there’s a problem. The house is on fire. The solution is the fire department. But I don’t know if you know about this about the fire department is the fire department used to be independently owned, and really no i didn’t used to be privately held is a business it was a business. So what would happen in New York and places like this, it has to be on fire. And you’re going to major problem. And you’d run down to the local fire department, which was a series of business owners. And you would negotiate the fee to put it Yes, gosh. And then if you negotiate the fee that come and put out the fire, and if you didn’t negotiate, you have some burn down. negotiation by fire negotiation. So you’ve got to understand what your clients need is, and you have to have an effective solution, all things considered. So that’s how you develop the product, that we’ve got us out to ask really good questions. And there’s some great questions and some great key areas of focus that you need to think through. And the highest paid skill in the world is thinking, this is why so few people do it. Because one, they don’t have a strategy and they don’t know how the other one is. It’s quite hot. So we’re going to take that pain away and we’re going to give you the full key areas If you follow these and you start to answer these questions, you will understand who your customer is. And through all of this, you want to be able to get to the end of it. And you want to be able to add articulate your clients problem better than they can articulate it. And the moment that you do that, you become the perceived expert in the field. You don’t have to be the world expert, you only have to be the perceived expert by that person. And if you know more about their problem than they do, automatically, you’re the expert. Nice. So four things. The first thing is the demographic. You’ve got to look at the person and you got to say, How old is my ideal customer? So some people say I’m selling money, and everybody needs money. Try getting a two year old to sign for credit.

It’s just not true. It’s not

true. Yeah. Try getting a non eroad to get a mortgage and not always your customers and Marketing. Everybody is not a customer, there’s a certain segment. And you’ve also got to ask yourself, What age group do I like to work with? My ideal customer is between the age of 35 and 55. That’s just who come to me. Yeah, people younger than that. go other places, people who are out of that, go to other places, and I’m okay with it. Because I get the best results out of these people this range for my service. So what about you? What is the age of your ideal customer? And be realistic? People who are 18 have different needs to 21 year old? Yeah, 25 year olds have different needs to 30 year olds. 40 year olds have very different needs to 60 year olds. So you’ve got to be realistic here. And you have to say, what is the age of my ideal customer and you just can’t be all things to all people all of the time. It’s just impossible to do that and, and it seems like a really basic fundamental thing. How Order your copy Is what demographic I like my older female between this age and that age. And if you take a snapshot of your previous customers, you will see that pretty clearly. And then next time you move forward in the prospecting phase of your sales cycle, if you’re looking at that, and it’s kind of not marrying up to one of these things is not like the other than there’s maybe a little alarm bell little red flag they have we have some demographics of those things that you can sleep male or female. Don’t worry about what is it gender quality, not politically correct. It’s a girl or a boy, which one is it? You can sell condoms to men, but you can’t sell them. So you got to make sure you’re gonna make sure that you target the right person. You can also browse to females, but you don’t target nails. So in Australia, most men don’t wear makeup. But when you go into Korea, a lot of men wear makeup, and they target men. So you gotta be very precise with your target. So these are the things you can say, What is their age? What is their sex You can also have a look at what is their occupation? Are they in the trades? Are they in the professional services? Are they in government? So there’s different reasons why people buy things. business people buy things to improve their business. Employees buy products and services to improve their life. So we’re going to make these fine distinctions distinguishes here. So what’s the age? What’s the six? What’s their occupation? And a couple of other things we’re gonna have low key is also the geographic, Where do they live? Where are they? Because what happens is the world’s a big place. Everybody around the world could be my customer. But what I learned from Brian Tracy, he said, Daniel, you have to grow where you’re planted. You have to dominate the mental space in the business in your area. If you can’t dominate it in your 10 or 15 kilometre radius, you can’t dominate it enough style. Yeah. And a mistake that a lot of people make South as they say, everybody is my customer. So they’ll have a customer in New South Wales. They’ll have a customer in Victoria. This is my storey, by the way. And then I’m running Queensland now have one in South Australia. And what I learned was when I started my business, and I’m still suffering this today, because I now have to serve my clients is that I’m in Sydney. But if I want to go to Melbourne, I waste half a day of travel time to go down and serve the client. That’s half a day that I can’t So yeah, I have clients who are in Adelaide, and when I fly there, I waste a full day. Yeah. So the best thing to do is to ask yourself, what geographic region can i dominate? And once you’ve dominated once you run all the market space in that area, only then should you start to grow outside of that. Now you might say, well, I’ve got a digital product and everybody around the world combined. The same principle applies. You’ve got limited amount of marketing funds, you’ve got limited amount of money that you can target people. You have to set your right this area. Before you move to the other side of the world, because people in australia buy for different reasons than people in south in in New Zealand, people who are in the this part of the world, the Asia Pacific region, Australians buy for different reasons than the Taiwanese I know because my wife’s tokenizing, but they also speak a different language. So you got to dominate one area before you before you consider moving somewhere else.

Robert Brus 13:27
That sounds like an oversimplification of looking at a market of the demos the ages and where they are. But you know, what my anecdote in the startup space and I’ve worked in the startup space a lot with many, many companies in my digital agency, and I’ve seen people solve the world’s problems. In fact, I’ve solved some of the world’s problems with some software and fallen fallen prey to the exact thing that you’ve just described, that we created a piece of software that would solve The world’s problems. But what we didn’t do is identify who the actual target market was. We knew who would buy the product. But we never identified the clearly defined demographics. And it might seem like a really basic fundamental thing that you look at, I know who my customers are, guys just move off that go to the next thing. The reality is, unless you come back to that fundamental and make sure that that fundamental is absolutely bolted down rock solid, no way to move, you’re going to be all over the place, and you going to be chasing your tail everywhere. And what we found in my funny anecdote and experiences, we created the product, we finished it with probably $150,000 in development, getting there, and my brother and I, we would look at each other and go, Well, there’s another 4000 bucks for the day. And I look back at him and go, well, dude. It’s the God of that penthouse. Which one do you want? And he’d be like, well, that’s just pay for it. And we’ll go again, front, and now we’re $154,000 in it right. So after boatload of development and a whole lot of creativity and the most amazing software tool ever created in that particular space. You know how many people bought it?

Unknown Speaker 15:10
Inside of not

Robert Brus 15:14
none. And the end the lesson there, that’s not true. There was people that bought it, but they didn’t buy it at the scale that we thought that they would buy it. And the reality was, is because we didn’t mean again, with hindsight, hindsight, don’t make these mistakes were here they help you not make these mistakes. with hindsight, if we had a bolted down those demographics better, and then communicated with those exact people prior to going to market and launching was still going to build a product but prior to going there and launching and getting, getting them there, we would have had a list of prospects a couple of thousand day when we’re ready to go, hit the Go button and boom, there’s there’s the sales we’re looking for. There’s the numbers we’re looking for. And ultimately, that’s what happened. Ultimately, we kind of we started out and doing what we were We’re doing and may thinking that I know every now it’ll be

Daniel Tolson 16:03
it’ll be arriving right now.

Robert Brus 16:04
Yeah, it was a real it was a real typical Australian, she’ll be right. Absolutely. You know, all jokes aside, will be

Daniel Tolson 16:09
right on me right away that is fine.

Robert Brus 16:12
But the reality was it was an all is attributed to us not knowing the customer. Even though we knew who the customer was, we still didn’t know the customer

Daniel Tolson 16:21
you got to know the guests got to know. It massive mistake I’ve made over the past few years is that I thought it would be exotic to have an international business. So I thought I’ll live in Taiwan. I have clients in Dubai and I have clients all across the UK, and then I’ll have clients over here in Australia. So what would happen six o’clock in the morning. It’s nine o’clock in Sydney and the phones ringing literally at 12pm. At night the phone’s ringing from customers in the UK. And what happened was I spent all of my life working. All of my days working in there was no fun. And I’ve worked from the moment that I got up to the mom that I went to sleep Yeah, and it created problems biggest one, so I started to sell into the UK market. I then had to deliver on my promise. So it fly from Taiwan to Dubai. So that’s 10 hours. I’ve made a rest aside for a couple of days then it was across a lot of the UK. And then on spend the seven days there when you can’t sleep, you’re not eating properly. circadian rhythms are and you can exercise because you should be going to the gym in the morning, but you’re ready to go to sleep. You deliver all day and I was upset. I was awake for up to 18 hours a day. And then just on the seventh day, you will climate eyes me and then all the way that come on. Yeah. And for every one week of training I did. I wrote myself off the three weeks. Yeah. And I learned from my mentor. I said What’s going on here? And he said, him spread yourself too thin. It’s like when you try to share too many devices on a Wi Fi and your bandwidth disappears and you spread myself too thin. So he said what you got to do is you have to have market penetration you have to own one geographic area and an island One storey to belabour he said to me, he said Daniel, the greatest salesman in the world on the Guinness Book of Records nights $16 million per year in strike commissions. Wow. And he had one strategy. It was to work with him and it kilometre radius of his time, he refused to travel outside of it kilometres and

Robert Brus 18:22
kilometres not far from Chelsea Wait, wait standing right now it’s not far that way that but that’s all of the Sydney metro area. That’s 6 million people. It is that’s the entire Sydney area. And this gentleman in his hometown was about 24,000 residents. But in that entire vicinity, he made $16 million a year in Australia. She’s incredible. And I heard that one storey and I made the decision. That’s what on guarded success is simple. If you just do what other successful sales people will do, and you’ll get the same result. So own a geographic area and what happens you can leave your house At seven or eight in the morning, you can go and serve all of your clients and you can be home for dinner. And you can do what’s important to spend time with your loved ones. Richard and I had the same experience with our software, right? So it was said the software is called soap works. And it’s not definitely not a plug of the software at all unless you’re in the SEO, of course, and that would be interesting to you. But if you’re not in SEO or in digital marketing, it will all be left handed Swahili, so don’t worry too much. But where does all the SEO in the world reside? Well in the subcontinent, but that’s where all the guys and girls get an outsourced to India, India and Pakistan and places like that. But there’s plenty of boutique SEO agencies like Richard I had like that. So there’s a lot of clients everywhere. And when we first started, we didn’t know how much to charge. What what’s it worth trying to 99 bucks. Let’s see because it didn’t exist, the product never existed. So we started at 100 bucks and some people born then not many people born, a handful of people born then will I will let you Let’s try the sevens, right? 6747 27 Yeah. And we went down the sky. And we you know, where we ended up where it started to sell at $4 95.

Daniel Tolson 20:13
A bit tuition you your customers in advance?

Robert Brus 20:14
Absolutely, absolutely. But before we got all the way down at a full box where it was one of the funny things that happened that I remember was, we were running these Facebook ad campaigns. And we quickly built 20,000 people into our Facebook fan page. And it was all legit. It was bought from Facebook, and they all by the had SEO and their job title or something that they were interested in or digital marketing or something like that. So we built a fairly reasonable following there in Facebook and we were running campaigns, we’re running boosted posts, we’re running all of these things. And we were making no sales it wasn’t converting so we are targeting was right on to the actual people that were interested in the product. But buying an SEO product yet a Facebook has anyone in the You ever done that before or not? But I didn’t know my customer well enough to know if they did or they didn’t buy know personally working in that field that I had never purchased a product from Facebook relating to SEO. And my anecdote if I’m the customer well my anecdote says that this is not gonna work but but Dollar After Dollar off the dollar a couple of and I said to rich, we’re in Parramatta here in Sydney, there’s all these agencies, why don’t we just go down the street and ask those guys if they want to buy it? Hi, how are we from Cirque works? Do you want to buy our SEO product? Jealous come in, let’s say what do you got?

Daniel Tolson 21:37
It will f4 Thanks. That was like, really just ask,

just ask. Just ask and ask the people don’t think that money is going to come out of your computer, or your Facebook campaign or your Google campaign a mod and often it does. But in this case, it didn’t. And in this case, it was a very, very painful and expensive experience to go through. billionaire, you have the same thing in pricing in knowing your customer is ultimately important, because that will determine your price. I mean, in real estate, we used to say, well, who’s the customer, we looked for three different customers. One was the hot buyer. This is the person who fell in love with the house, grandmother lived next door, cousin lived across the street, and they would pay 10 15% more than anybody else. Because it was so close to the heart. Yeah, there was other people who would pay what was called a problem cross. And the probable price is a price range. That was the most likely here. So let’s say the price was 500,000. You expect to get offers from about four at 3520. And that’ll be the range. But the hard buy would pay 600,000 for

Unknown Speaker 22:46
me here, but there may

Daniel Tolson 22:48
only be one person on the planet sometimes never. And then you’ve got the bargain price and this is the investors. These are the people who come along and offer 350 or $400,000. And and just highlight You’re really desperate to sell. So you got to know your customers. So important. Yeah. If you don’t know that you can’t effectively position your product. So this is your demographics in your geographics. These are things that you can see. But two other very important areas. And if you want to be incredibly successful in sales, this is where you want to put your effort and energy tonight. So the next part of knowing that customer is what’s called the psychographic. And I learned this a couple of years ago, and it was what is on your customers mind? What is that be that they have? What is that frustration? What’s that? The one? Yeah, in the side. And if you can figure out what this is, these people are less price sensitive, and that will pay above fair market price field goods and services. Mm hmm. We’ve also got to understand what are they wants and their aspirations What are they trying to achieve in their life? What are their names? What are their goals? What are their objectives? And if we can articulate this back to them, they’ll say, yes, that’s what I want. And the better that we can understand the customer, the better our marketing and our selling approaches. We also have what we call his problem away. So a lot of people take out a SEO product and they go, Hey, I got this SEO, you wanna buy this Seo? And what they expect is that the customer is solution away. But people aren’t solution to a problem exists. Yeah. Yeah. And they don’t know it all. So yeah. So what’s their problem? You got to figure out what the problem is in the problem for most business people is I don’t know where my next customers coming from. Yeah. And I don’t know if I’m going to make enough money to survive. So you go in there and you tap into that Primal Fear. So a lot of people in your market today don’t know where that next customer is coming from. Is this happening in your business? pleasure is mine. I described that as winter’s coming, Winter is coming. And if you allow them to winter is coming then Okay, and if any of you can figure that out and see the psychographic is what is on their mind. And if each of these customers in HK era, they will say the same things over and over again, as a sales specialist, my customers say, Daniel, I don’t know where my next customer is coming from. And this is what is on their mind. And this is the psychographic. And if you can figure out what the psychographic is for your client, and repeat those words, they will light up like a Christmas reading. They’ll say you speak my language coming right now sit down, I’ve got time to say they’re not. So imagine that your car is broken down on the side of the road. What do you know, you know, you know, fixed Yeah, you don’t know what the solution is united fixed. And so you’re talking to Google, my car’s broken down. So you You see somebody like that you go inside joke? Ah broken Damn. Yes, absolutely. Me to solve that problem, I’ll say yes, yep. What are you willing to pay everything that’s in my wallet. So we’re going to tap into that psychographic. And when we selling professional services, we’re going to be very aware of this side graphic. So, think about this. Why do your clients come to you? What is that problem? And how do they describe it? How do they talk about it to their wife, their partner, their husband? What do they say inside of the business? What do they say to their friends, and if you can gather that information, and repeat those words to them person, their eyes will light up, the ears will pick up and they’ll have 100% attention on you. And that’s the sock graphic. So, if you’re in marketing, what you’re what the problem is, is the person has no leads. If you’ve got a company, and I go and speak to somebody, they have no sales. That’s the problem. Some people have no money. And this happens to business people all the time. And then some people are single. And this is where the dating experts come in. They say, Are you single? And if you are you say yes, yes. And this is stimulus response. That’s the problem on a single, this is my problem. I’m single. And then you can offer them an effective solution and begin the sales process. And that’s the song. Make sense?

Unknown Speaker 27:36
Okay, that’s psychographic. What’s next?

Daniel Tolson 27:39
Well, the next one is an ethnographic and this isn’t ethno

Unknown Speaker 27:43
at page

Daniel Tolson 27:44
you know, ethno THNO graph graphic. So the ethnographic isn’t is a new field and this is how your clients use your products and services in we have to Understand how they use us that that means you got to talk to your customers. And you got to ask them, why did you purchase this product? What was the true problem that you’re trying to solve? And how do you use us? So I learned a couple of years ago, that I had a client who was paying me a lot of money. And the two years, we never coached, he just paid me a lot of money. You would bring me once a week, and we’d have a conversation. And whenever it came around to coaching, it’s I’ve got a guy. And so two years later, I stopped him. I said, let me ask you a question. You hired me as your business coach. But yet, we’ve never got around to coaching. You’re about $30 million better off than you were when we met. Yeah. I said, Why did you hire me? He said, Daniel, I’m lonely. Oh, he says, I’ve got a business. We’ve rapidly grown but I have nobody to speak to. Right. I can’t share my fees or for distractions with my team. I’m the leader you have. My partner doesn’t believe in what I’m doing yet on growing, you’re the only person to believe in me. You’re the only person that I can speak to openly, honestly, and with no judgement. And then I realised he wasn’t hiring and business coach. He hired a conversation, right? And he was willing to pay thousands of dollars every month. Yeah. Other clients will hire me as their secret weapon. So say, how do we get a competitive advantage? Let’s get Daniel and they bring into the business. They don’t tell anybody. And we start to implement the strategies and all of a sudden they grow and people are trying to figure out why is your business more successful than others? And why they hire me is they say it’s cheaper to hire Daniel and his knowledge than having to go out and get his 30 years of experience because we don’t have to used to why Yeah, you knew the solution. Now you need more sales. Now, think about how people use and women use breast implants, the breast implants, they don’t getting the breast implants for the big boobs, they’re getting breast implants to feel more beautiful, to feel more confident to change the way they look at themselves in the way that other people look at them. And you can buy a bag of silicon for a couple of dollars, or you can spend 15 or $20,000 on looking more beautiful. And if you look on the TV, they saw money, they sell insurance, and they sell beauty. So what people do is they use these breast implants to make themselves look more beautiful. They buy people like me to have a conversation and they’re willing to pay for and if you can tap into that in the gap graphic. And that’s how the client uses your service. You’ll Sawzall boat train. We’re at the ethnographic you’re speaking to them at a very different level than a soccer graphic. Yeah, you speaking to them at a very different level than a geographic or demographic. And that’s where you start to make big money. And I’ll give you an example. I’ve got clients who used to pay me $250. Now, because I sold coaching, now, they hired me to have a competitive advantage. They happily in prepared to pay me more than two and a half thousand dollars per hour for a competitive advantage. quite the same information, different ethnographic. Yeah, the way it’s been used, the way it’s been used, really interesting conversation in the way that my clients use my service. So in the podcast booking agency, if somebody wants to get booked on a podcast and go and share their message and talk about their brand and sit down with a podcaster and whatnot, I always, always, always ask them why Because I never, I never want to sell something to somebody that they don’t need. And sometimes people think that they need something. But if you ask them some questions, it’s like, you maybe, maybe you can solve your problem another way. And maybe that’s a little bit of self sabotage in there. But I have had people by the service, get booked and then go. And then you ask them Is everything okay? Do you want someone Okay, awesome.

Robert Brus 32:30
But that’s a filing of me on my end, because I’m not really understanding what they’re going to do with it on the back end on completion of it. So on completion of a podcast, imagine what happens, you get a recording, you get a whole lot of assets you promoted out in social media, you telling everybody that I always on a podcast, and I did this and you use it. You use it as a positioning tool, to position yourself as an authority in an industry in a market about a particular topic, whatever it might be. You use it to position yourself and to help you to get some more media, some more payoffs more attention to your business. And it goes to being part of a small part of the decision making matrix that a buyer goes through the social proof and all of these sorts of things. And there’s been a few times where I’ve made the mistake. And the show is about debriefing by mistakes, because I’m human and, and you as well made the mistake of just not asking why they want to do it on what they’re going to do with it. And inevitably, that ends badly. Inevitably, they don’t buy again, inevitably, they don’t do it again. But if I set it up right at the start, because I know the customer at the start, and I asked them, How many of you going to do and I got, well, I want to do three a month and I want to do it for 12 months. Well, that’s a lot of podcasting. That’s a lot. That’s a lot of content. That’s like so much content. You could write all of these books on the table twice or three times over. If you did all of that content. And people like here, that’s what I want to do, but why do you want to do that? Do you have a proper content strategy in place? Have you got somebody to execute on that? Have you got a strategy to use that content to bring people back to your site to convert them into paying customers? How are you going to use that? And inevitably, when I start having that conversation with them, it makes them think, Oh, I never thought of that. I never thought of that. They don’t want to not buy anymore. I want to buy more. So it has the other effect has the reverse effect, because I’m holding up a mirror to them saying to them, this is what you want. But is it really what you’re going to use it for? So we got all the way past the rate we got I got past the sale that they they bought, they’ve sold, what sold them rather? And now what are you going to do with it? Because I will all retract it. And I have retracted before I have. I’ve had people come to me and say, I want to get booked on Joe Rogan’s podcast. Can you get me booked on there? And I said Joe Rogan $75,000 an hour Can you pay? And they’re like, know what can’t pay that. Well, now I can’t get you book on Joe’s podcast. I’m sorry. I can’t help you and pay People are always asking constantly, what am I going to get on? Where am I going to go? Where am I going to do? What am I? And I disarm it all by saying to them, what are you going to do with it? What if I didn’t get you on Joe Rogan show? Daniel, what would you do with it? forever? After you say you’d been on Joe Rogan show? You’d have 10 million video views. People would know who you are, you would be the man. That’d be awesome. But you wouldn’t be the man unless you did something with it. What are you going to do with it exactly know that I customise it important. You don’t know it, longevity for me in that business. And we had that conversation when we went for sushi for lunch. There’s people who are in survival mode. And people who are in survival mode need different products and services and people who are looking for security in their life, and they different products and services. And you can pitch the same product to two different psychological levels. And one will respond to my mind. So if you’re pitching to both survival and security, you’re going to waste half your time. Yeah, if they just bought When they’re in survival mode, just target them. Yeah. And learn to do that. And we’re talking about the podcasting is that a lot of times here, it’s also to help people achieve and esteem they want to raise their self confidence. So they say, you know what, if I did a pee on Joe Rogan’s podcast, I will pay $75,000 just because it makes me feel good. Hmm. versus other times where people say, You know what? All I needed is because I’m going to leave this job. And I just need some credibility. Yeah, that’s a different process. Yeah, it’s a different sales process.

I had the exact conversation not about Joe Rogan about Entrepreneur on Fire. So one of the world’s biggest podcast out there, the guy has a couple million downloads every month. Great, great show. And the guy that came to me, he’s dude, he’s like, an international speaker. As this pitches within with Oprah and all of these likes Hollywood celebrities, he’s got like four or five Amazon best selling books. He’s a guy and it’s like, Can you can you give me on some podcasts, I will pay a premium price to get on these podcasts. And I said to him, get I can get you on entrepreneurs on fires show. And because I spoke to the guy, and I spoke to the host, and he said, yeah, if you’ve got some clients send them my way, this is how much it costs. This, what’s involved is and how long the ways and six and a half thousand US dollars to go on that show. And it’s about a three month white to go on that show. And fair enough. That’s his business. That’s what he does. And it’s a really good thing that you get to do. But as soon as I put that in front of this person that was asking me how you can you know, look at this, so I won’t even make any money. I’ll just connect you despite the go directly. You know, let me just go ask him. So I just handed him off, like, what do they move for? We can just do that yourself. But I didn’t want to sell him something he didn’t need and I didn’t feel like I needed to click that ticket to do the right thing, right? And he was like, oh, oh, and it just kind of, I’m not paying that amount of money. So he didn’t see the value in that even though he thought that his profile would get him in the door like that. That That fellow who runs that podcast has so many people approaching him, he’s worked really hard to build that profile to build that brand. And your he’s happy to associate himself with you and you with him, so long as you pay out rice for that. And if you know the customer, and if you know that about the customer, what the customer is willing to pay, then you can get this really interesting. In real estate, we had to know the buyer, don’t you?

Daniel Tolson 38:27
Yeah, you got to know the buyer, because you’ve got to understand what is it that they really want to look for. And if you’ve gone and look for a house before, sometimes a real estate agent doesn’t listen to what you want. And what happens is they take you say, I don’t want to pool and they take you to a house or the pool. And what happens is the buyer gets frustrated. Yeah. So you’ve really got to understand your buyer. And if you don’t have something, don’t try to flog them. Yeah. something. Tell them you don’t have something. Yeah. So remember, these ideas here help you with your prospecting and it’s the first Part of selling is the prospecting. If you don’t have anybody to speak to, you can’t make a sale. Yeah. So these four key areas, and we’ll go back through and over and just little little summary is you got to have your demographic, you got to know the age of your ideal customer, and there’s got to be an age range. You also have to understand the level of education, because this determines the type of language that you use. If you use PhD level language to somebody without education. You’re not going to have audiences yet so you have to know this. You’ve also got to know their marital status in their family status because people who are single have much more on average disposable income then people with families, but they also buy different things at different times. Yeah. You’ve also got your geographic region, where is that person living in the more targeted you I hear, the better return on investment of time that You can have when you go out and you start to speak to these people, it’s a far superior way of prospecting. You’ve also got your psychographic. What’s that fee? What’s that? frustration? What’s that? What’s the thorn? Where’s that thorn in the side? What is the aim? What is the goal? What is the objective? You know, personal trainers, they get this wrong. They think that people want to become bodybuilders. Yeah. And they want to look like that know, a lot of times people just want to lose a couple of kilos. And so the message you put out, if it doesn’t align with what the customer wants to be a mismatch, and you’re going to know immediately, so you got to know what the aims, the goals and the objectives are. And through all of that, you should be able to articulate their problem better than they can talk about it. And when you do that, you become the immediate authority for them, not the global authority, their authority. Yeah, and I really need you to be their authority and they pause will open up their ears will pick up I’ll say talk to me. So you have to know that. And then finally is the ethnographic. How does this client, use your product and service. And once you understand these four things and put them into practice, you can go in. And remember we said before, you can’t hit a target that you can’t see. But Rob knows this because he was trained in the military. The sniper is the most dangerous gunman in all the military, because it’s one bullet, one kill, and he is the most precise person because he’s always looking for that accurate target. And you should be that accurate in your prospect. And also when you do that, you can speak to one person and get us out. Hopefully, hopefully, you’ve got enough prospects that you can rack a machine gun and get 200 rounds downrange and do that because that’s called a fun when you’ve got enough prospects in your pipeline to be able to do that and to make that happen so self as well for me prospecting and this lead gen here that we’re talking about on the phone. End of it. And we’ll give you some strategies and tactics that you can use, and some other videos to talk more specifically about that. But for me, it is the lifeblood of your business. But what I found over the years just working with other businesses just in the digital space, that it’s only a small percentage of what they actually do. And if they did more prospecting, they would have less axed in their business. I know for me, it’s, it’s the thing that I spend my most time on. And it generates lots and lots of sales for me. But I end up having a giant inbox full of sales that are not converting, because I have a prospecting problem. And now I have a manpower problem. Solve the manpower problem solve the prospecting is fine. So it all kind of it’s incremental growth, incremental growth I’m experiencing.

Now Robin, say something at the start. And this is an area where most business people avoid is they don’t want to go out and prospect and they don’t want to look out for new customers. They expect that they’re going to be like a magnet and they’re just going to ignore everybody. The reality is, and I’ve studied This endeavour is that the most successful businesses in the world, they spend 80% of their time looking for new customers 80% of their time looking for new customers. So tell them one more time at a time looking for new customers. That’s what successful people do. And there’s another strategy for you. If you spend 80% of your time looking for new customers, you will be so busy, your funnel will be so full that you will have no time to prospect anymore, but you got to get to that stage. But 11% of businesses that are about to all the businesses that are about to fall, they spend as little as 11% of their time looking for customers. Yeah, they despise it. They don’t think they should have to do it. But it just means they’re not clear on who they want. It is this simple. You can go to a shopping centre, you can stay in new the trees cabinet, and you can see who’s buying the chase. Yeah, you can go to the fruit section and you can who’s buying the fruit? And then you say, that’s the person I want to sell to. And you go out and look for more of those people.

It’s not that hard. It’s not that hard. There’s the competitors. Yep. who’s buying my competitors? products or services? And just go and target moralised label

Robert Brus 44:15
it. Absolutely. Absolutely. Well ladies and gentlemen, hopefully you’ve got something out of this video. In a light of video there’s going to be some more about specific strategies that you can use for Legion as a digital marketer or at all boatload of those I can share with you some you’ve seen before some of you might never have seen some are paid some a free summer. Well, you know, really cool and obscure and will blow your business up. It’s really cool, hopefully, if you like what you’ve seen here. So if I’m watching, make sure you hit that subscribe button just down they’ll ring that bell and give us a thumbs up make sure you leave us some questions and just go over there. There’s another video. Did you play with it? Or was it maybe somewhere here? Just go from Sydney.