351. Achieving Peak Performance in Sales: Nick Loise on Gratitude, Confidence, and Results

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Nick, so great to see you again.

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How's it going today?

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It's phenomenal.

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mean, sun's out in Chicago, great weather.

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So excited about this podcast and, you know, kind of closing out the week.

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So I want to close out the week strong here.

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No kidding, isn't that the truth?

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I tell you, these weeks, the whole year is just flying by, right?

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agree.

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I'm like, it can't be September, but it is.

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And it's like September 18th, know, it's football's going on and baseball's coming to an
end, kids are back in school.

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It's crazy.

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It's crazy.

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It's like, I did not get all my Q3 goals done or to -dos done.

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And so now I'm like, do I kick them forward or were they not that important?

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So do I cancel them out?

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Well, and that's the thing.

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And I feel like every year I get to September, I'm like, wait, I'm still working on stuff
I started a couple months ago.

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I feel like maybe we need to realign our goals, because we can't get it done in the time
that we think we can, right?

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I agree with that and I was looking at something which is like a 90 day sprint, right?

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So it's like, okay, does that, you know, what does that make sense?

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What does that look like?

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Is that really going to get it done for me or is that just kind of, you know, just putting
more things on my to do that I can't get done and therefore I'm going to be frustrated.

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But it's interesting.

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I don't know.

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I don't know the answers.

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If I did, you know, I'd share them with, with our listeners, but you know, how do we get
more stuff done?

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I think the world is ready to get back to work, right?

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The summer seemed a little slow and people were enjoying themselves and now it's like,
okay, people are wanting to get back to work.

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So that's awesome.

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Well, yeah, and you bring up a really, really good point because, of course, I'm getting a
call right now.

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Let me put it on do not disturb.

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But the thing is, is you talk about people who say, you can get so much done, the four
hour work week.

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I'm sorry, I call BS on that.

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I I mean, I think if you asked him, and I've heard people, you know, like he'd call BS
too.

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I think it was just a marketing, you know, just a marketing ploy that got the book sold
and, you know, certainly launched him.

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The interesting thing is that, you know, there's a couple of things in that where he's
like, put this email auto responder, which is, you know, I only check emails once a month

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or something like that.

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And ironically, I have a client that had that on like a

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an AR email, right?

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And it took somebody the wrong way and they were just complaining.

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How dare you, you know, in customer service only answer this once, you know, once every 30
days or something.

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I'm like, well, it's probably not smart to put it on a customer service email, but, you
know, people, people read that book and took it as gospel and launched him and his

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podcast.

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So, you know.

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You know, and that's awesome.

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And, and I think that, you know, I would say I have a four hour work week when it comes to
taking care of my house.

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I probably, right.

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I probably don't spend more than four hours when you add it all up.

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I don't want to spend more than four hours cleaning or cooking or doing laundry.

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Right.

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But like, but when it comes to your business, you know, the thing is, is yeah, you can
work smarter.

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Right.

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And, and I believe in that you can definitely work smarter.

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It's just, you know, any sort of business, and I know this for myself, if you do take a
step back and you're not paying attention to certain areas, because you're like, it's

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fine.

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I'm telling you, when it's not getting that love, it starts to go downhill.

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think that's spot on, right?

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And has a founder, right?

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Has a entrepreneur.

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It's easy to kind of chase the next thing.

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But if you're not doing, whether it's feeding the proverbial funnel, Feeding the pipeline.

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I know you're phenomenal keynote speaker, right?

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So it's reaching out to meeting planners and getting, know, building relationships so when
they have a need for a topic that you're talking about, you're at the top of the mindset,

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if you

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So it is, I think there is whatever doesn't get love.

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mean, you know, the four -hour workweek should be four hours for all the 20 different
things, right?

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So it ends up being an 80 -hour workweek and it's okay.

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I got to spend four hours on prospecting.

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I got to spend four hours on creating IP.

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I got to spend four hours on this.

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And if you don't, I agree.

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Now, there's probably some sprints, right?

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When you're in a zone and you're in a flow and you just got to focus on getting something
done or getting many things done, you have to do that.

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But...

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You know, I do think there's so much bad advice out there, right?

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And, you know, you people read a book and it's the, you know, it's the new hot book and
we're all chasing it.

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And, you know, I got enough gram.

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I had to remember when, you know, we were all chasing Japanese, you know, manufacturing in
the nineties, right?

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And then that didn't turn out well.

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And so, you know, so there's always these waves of re -engineering and re -engineering
kind of, you know, work for some, didn't work for others.

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And, you know,

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We all want to, you we all want the edge, right?

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And sometimes the edge is just blocking and tackling, right?

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Sometimes the edge is just doing the right thing every day and focusing on the most
important thing.

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As know, Stephen Covey told us, right?

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Focus on the most important thing.

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And then, you know, the other stuff, if you can't get to them, I think you have to be okay
with that, right?

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And I think sometimes it's difficult to be okay with that.

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That's, you know, I think that's human nature, right?

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And that's, we all struggle for

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Yeah, for sure.

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So for the audience, I usually do a little bit of an introduction, but we just, it was
like, let's just go because it made sense.

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And that's kind of how I roll.

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But for the audience, Nick Louise has been a salesperson, sales leader, successful
entrepreneur, marketing and sales executive, President's Club winner, speaker and author.

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You are now on your third entrepreneurial endeavor, which is Sales Performance Team, a
company that is focused on helping small to mid -sized businesses improve their sales

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leadership.

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sales processes, systems, and playbooks.

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Love it.

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Love everything you do.

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thank you and thank you for having me on this.

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I I love the topics that you have.

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I the guests that you have.

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Really, I don't think we talk a lot about some of the stuff.

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so I appreciate every podcast I think has got a place.

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And I think people are looking for answers in good interviews and thoughtful, thought
provoking things.

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And we want to learn from people that have kind of been there, done that.

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and have a story to share.

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And I love the work that you're doing.

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And I love everything that, you know, that that's happening with the podcast.

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And I know this takes a lot of work.

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So I really want to I really want to appreciate that and allow you to realize how much I
appreciate that.

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And I think your listeners do, too.

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Thank you.

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You know, it's funny this week, because I had an interview yesterday and he was saying the
same thing.

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And I was like, thank you, because you don't get a lot of love as a podcast host.

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And I don't think that people really recognize that this is a free service that is being
provided to people.

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But it costs money because this is a business.

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Right.

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So, yeah.

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be doing that you're not doing, right?

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So it's not only monetarily, it's everything and I agree with that, right?

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it, you know, I'm sure you learn, right?

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But it also, you know, people, should realize it.

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you know, throw her some love, throw her a like if you're listening to this.

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Like it, share it, put a good comment on, let's raise it up in Apple and all that good
stuff.

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We're on YouTube, right?

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So you can see our smiling while we're talking and all that good stuff.

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Appreciate it so much.

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You know, I love, know, selfishly, I do this podcast because I want to talk to experts
like you and other people that I have on, right?

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Because I'm I'm, I'm so curious.

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I'm, I've always been curious and we all learn differently.

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I, I learn from visual and audio.

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and yeah, auditory.

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Yeah.

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And I also sometimes learn from reading, I find I get more benefit from listening to
people's Right?

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And I love that.

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So what is your back story?

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Let's let the audience hear about you.

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Because I know we've talked before, but I don't, you know, it was a few weeks ago.

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I don't remember everything we talked about.

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yeah, let's hear your stories, Nick.

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story, it was pretty simple, kind of growing and raising the Midwest and went to school in
the Midwest.

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Then after post college, kind of traveled throughout the United States and worked in
different industries and that always worked in sales, but in different industries, but

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also, also different locations.

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Because when I was young and in college and naive and thinking that, okay, I was just
going to go work throughout the world.

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And I wanted to work in different cultures and be immersed in them just to learn from the
people.

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So I'm like, okay, well, I've never been to the South.

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So let me go work in the South.

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And I've never been to the West Coast.

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So let me go work on the West Coast.

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And I'd never been to the East Coast.

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I started the sojourn, if you will, in Boston.

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But along the way, met the love of my life and we've been married ever since.

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And she had come from a family that had moved around a lot.

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So we decided we're gonna come

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back to where we were, which was Chicago and the Chicago suburbs and raise our family.

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And it worked out, right?

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It's been a phenomenal journey.

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So that's like on the personal side.

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I got two great kids, you know, when they were teenagers, I don't know if I would say that
on a podcast, but now they're adults and we're having just the time of our lives.

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And, you know, my wife and I are in empty nesters and, we're having a lot of fun and she
travels for her works.

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Sometimes I have the ability to travel for mine.

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So sometimes I can catch on.

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we're going to go to.

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Amsterdam example would be she's going to Amsterdam in October.

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I'll jump on a plane go with her.

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She's going to Dubai I wish I could have went but you know, that's tape on the day, you
know when I'm not working I love doing anything physical love reading we're big foodies,

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right?

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So that's probably why I like the physical stuff so I could burn off the food and so we
enter more Chicago or we're going to different places just having a really good time with

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a meal

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Maybe some good wine, maybe a good cocktail.

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So, you know, I do enjoy all those finer things.

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From a business standpoint, I've always been in sales as you were kind enough to point out
in the introduction.

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So I've sold everything, right?

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From financial services, investment vehicles, and know, stocks and bonds.

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First starting out on the phone, 200, you know, 200 dials every day, building up a book of
business.

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And then sold some services, sold some managed services.

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who was in the healthcare space selling that for a while.

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And I really got a chance to kind of sell to all different types of buyers.

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I started my second business, which was a marketing firm.

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After I was a VP of marketing and business development for a large company and said, well,
let me try this on my own.

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So we built that up.

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We had some venture capital money.

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We did a lot of stuff in the online space.

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This was in the early 2000s.

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when money was being thrown at people that did work in marketing on the online space.

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We were direct response marketers, so we did a lot of different things.

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That was fun.

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We sold that.

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And then I got recruited to a private equity owned company that was a marketing education
company.

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And we serve small to mid -sized businesses.

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And we, you they all, we did learning platforms, we did events, we had online learning,
you name it.

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We had coaches, we did some white label stuff.

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It was a lot of fun.

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And I love the marketing space, love the sales space.

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One of the things we found was that many small business owners could get marketing,
understood lead generation, but they struggled with hiring good salespeople.

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So we built out some IP.

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The IP is now Sales Performance Team.

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So my third journey into entrepreneurship.

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Hopefully this one sticks, but made the calls to sell it at some point.

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Awesome.

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I love it.

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Yeah, sales is a tricky thing.

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it can be very stressful.

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I find that, you know.

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did one, I actually had one sales job where it was just that I call it the hardcore sales,
where this was back in the eighties.

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And I literally was walking around office buildings, walking in, trying to get
appointments with people, knocking on doors in office buildings.

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And I, I did it for about eight months, but it was the same thing.

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You know, you had to make so many calls every single day, all of that.

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And it was tough, but I'm grateful for that experience because I think it's something that
will really serve people.

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Even if you don't end up in sales, just understanding the process and that it, it, you
know, I don't care what anybody says.

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It's always a numbers game.

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You can track it.

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You got to talk to X amount of people to get one sale and you got to figure that out.

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Right.

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I had an IT recruiting company.

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I started in 1998.

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Yes.

220
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we knew after about a year and a half that we knew, had a small team of like four
recruiters and an admin.

221
00:13:26,651 --> 00:13:31,591
We knew that after every 20 interviews, we would get one hire.

222
00:13:31,931 --> 00:13:33,791
It was clockwork.

223
00:13:33,791 --> 00:13:35,991
It was clockwork.

224
00:13:36,431 --> 00:13:38,811
So we knew like, guys, you got to get to 20.

225
00:13:38,811 --> 00:13:44,651
And we knew, and sometimes you'd have, you'd hit 20, get a hire, and the next one would be
a hire.

226
00:13:44,911 --> 00:13:46,519
The next interview would be a hire, right?

227
00:13:46,519 --> 00:13:48,359
and then you'd have to wait 19 more times.

228
00:13:48,359 --> 00:13:51,159
But I swear it, right, but it worked.

229
00:13:51,159 --> 00:13:53,939
It was like, it was clockwork.

230
00:13:54,099 --> 00:13:58,459
anyway, it's a good experience for any entrepreneur to really understand that.

231
00:13:58,459 --> 00:13:58,738
Yeah.

232
00:13:58,738 --> 00:14:01,849
think we should make it mandatory, right, for entrepreneurship.

233
00:14:01,849 --> 00:14:13,213
And if I had magic wand, would, one is teach them that sales shouldn't be so stressful,
know, shouldn't be bone, you know, like people just, I talk to entrepreneurs all the time,

234
00:14:13,213 --> 00:14:15,484
they're like, I can't sell, I don't wanna sell.

235
00:14:15,484 --> 00:14:17,764
I didn't get into this business to sell.

236
00:14:17,764 --> 00:14:20,785
And my philosophy is you did get in this business to sell, right?

237
00:14:20,785 --> 00:14:23,406
You get, your job is to market and to sell.

238
00:14:23,406 --> 00:14:31,026
Though you may be a great dentist or you may be a great whatever it is, physical
therapist, the world needs to know about it, right?

239
00:14:31,026 --> 00:14:33,266
And so it is funny.

240
00:14:33,266 --> 00:14:42,306
And if you disengage, just like you and I were talking about, I grew up in the business
where it was 10 dials, got you three connects, got you one appointment, right?

241
00:14:42,306 --> 00:14:50,586
And that appointment may or may not convert into a sale, then X amount of appointments
would then get you to one sale to open an account, right?

242
00:14:50,586 --> 00:14:52,974
So you knew those numbers.

243
00:14:52,974 --> 00:14:58,734
Those numbers are different for all industries now but we track them because I get the
opportunity to work in all different industries.

244
00:14:58,734 --> 00:15:05,004
So I could see, okay, it takes 20 interviews to get a hire.

245
00:15:05,004 --> 00:15:07,534
I love that, that you knew that number.

246
00:15:07,534 --> 00:15:11,524
And I think as an entrepreneur, that should be the number one thing that you're tracking.

247
00:15:11,524 --> 00:15:19,022
You should be tracking this stuff because what it will do, it will not allow you to get
nervous.

248
00:15:19,022 --> 00:15:21,492
it will not allow you to become disengaged.

249
00:15:21,492 --> 00:15:27,922
You realize, okay, I just have to talk to 20 people, know, do my spiel, practice my spiel,
get that down.

250
00:15:27,922 --> 00:15:32,502
But at the 20, by 20 people, I'm going to have a new client or I'm going to have XYZ or
123.

251
00:15:32,502 --> 00:15:34,692
So I think that's really, really super important.

252
00:15:34,692 --> 00:15:37,222
That's one of the disciplines that we do and we bring.

253
00:15:37,222 --> 00:15:39,182
What are the KPIs, if you will?

254
00:15:39,182 --> 00:15:40,212
What are your numbers?

255
00:15:40,212 --> 00:15:41,252
Let's track them.

256
00:15:41,252 --> 00:15:42,712
Let's not track 50 ,000.

257
00:15:42,712 --> 00:15:44,962
Let's just track the critical four, right?

258
00:15:44,962 --> 00:15:45,862
Or three.

259
00:15:45,862 --> 00:15:49,006
So that from there, we're like, okay.

260
00:15:49,006 --> 00:15:50,166
This makes sense.

261
00:15:50,166 --> 00:15:51,276
We're on the right track.

262
00:15:51,276 --> 00:15:52,506
Let's keep going.

263
00:15:52,506 --> 00:15:58,546
And it also allows you to see, my gosh, for the last month, it's gone to 25.

264
00:15:58,546 --> 00:16:00,226
Is it us?

265
00:16:00,226 --> 00:16:01,316
Like for you, right?

266
00:16:01,316 --> 00:16:03,366
took 25 interviews.

267
00:16:03,366 --> 00:16:04,486
So is it us?

268
00:16:04,486 --> 00:16:05,626
Is it the industry?

269
00:16:05,626 --> 00:16:07,846
Are we starting to see something going on?

270
00:16:07,846 --> 00:16:15,016
So this gives us a dashboard, if you will, a windshield and a rear view mirror to be able
to look at and see.

271
00:16:15,054 --> 00:16:16,694
something's going on with my business.

272
00:16:16,694 --> 00:16:18,094
Or maybe it's just a blip, right?

273
00:16:18,094 --> 00:16:19,064
So it's just 30 days.

274
00:16:19,064 --> 00:16:19,584
It's a blip.

275
00:16:19,584 --> 00:16:26,274
Let's track it for another 15, 20 to see if it's now that move that KPI moved up to 20 or
25 interviews.

276
00:16:26,274 --> 00:16:28,514
So I love it.

277
00:16:28,574 --> 00:16:29,834
We love sales, right?

278
00:16:29,834 --> 00:16:30,984
We love working in sales.

279
00:16:30,984 --> 00:16:35,914
Listen, as it day is in sunshine and roses, we work at small to mid -sized businesses,
right?

280
00:16:35,914 --> 00:16:40,554
And I say, we do some pre -revenue companies and

281
00:16:40,554 --> 00:16:48,036
It allows us to see a lot of different things because I'm in a lot of different industries
and some industries are bellwethers, right to others, right?

282
00:16:48,036 --> 00:16:50,487
So they're the they're like the dog whistle if you will.

283
00:16:50,487 --> 00:17:02,340
You know, when you start seeing people pull back on home improvement, home services, you
know, there might be some level of retraction in the marketplace because the people will

284
00:17:02,340 --> 00:17:04,981
always be spending on their house if you will.

285
00:17:04,981 --> 00:17:07,502
When you start seeing, you know,

286
00:17:07,598 --> 00:17:14,198
50 % of our businesses are traditional, 50 % are what we call coaches or online or that
type of thing.

287
00:17:14,198 --> 00:17:18,788
When you start seeing people not investing in courses or in themselves, right?

288
00:17:18,788 --> 00:17:23,378
Or taking those type of things, that is telling you that something's going on.

289
00:17:23,378 --> 00:17:32,278
So we get to see everything and it's a lot of fun and we learn every day and in sales,
we're always looking for that edge, whether it's AI, right?

290
00:17:32,278 --> 00:17:34,618
So we're looking at that.

291
00:17:34,638 --> 00:17:36,722
Whether it's just...

292
00:17:36,722 --> 00:17:38,583
using offshore talent.

293
00:17:38,583 --> 00:17:45,015
use all, you know, I have a partner and we do a lot of work with offshore talent, which is
really, really great for certain things.

294
00:17:45,015 --> 00:17:50,788
And they're really, really good hard work ethic and they show up and they, just love doing
the job.

295
00:17:50,788 --> 00:17:53,368
And so I never have to worry about that.

296
00:17:53,589 --> 00:17:56,570
So that's, you know, that's kind of what we do.

297
00:17:56,821 --> 00:17:57,612
I love it.

298
00:17:57,612 --> 00:18:10,402
So a couple of things I want to mention, what we were talking about for the audience, when
we're talking about, you know, keeping track of your sales and having that dashboard, that

299
00:18:10,402 --> 00:18:17,208
is how you are going to maintain a sense of peace around your business, right?

300
00:18:17,208 --> 00:18:23,332
And if you're not doing those things and you're feeling stressed, maybe now's the time to
start doing that.

301
00:18:23,332 --> 00:18:26,689
Because I'm telling you, like, it brings a level of

302
00:18:26,689 --> 00:18:33,022
Cause I know for me, when at the end of the week, when I'm like, okay, I didn't hit the
numbers that I wanted to hit this week.

303
00:18:33,022 --> 00:18:34,292
And you go back and you look at your schedule.

304
00:18:34,292 --> 00:18:37,223
Well, well, geez, I only had, I only talked to five people.

305
00:18:37,503 --> 00:18:38,244
Okay.

306
00:18:38,244 --> 00:18:41,205
I probably need to talk to more people if I want to move the needle.

307
00:18:41,205 --> 00:18:46,147
And so if you're feeling that stress and you're in sales, you got it.

308
00:18:46,147 --> 00:18:48,828
The finger's pointing right back at you, right?

309
00:18:49,268 --> 00:18:52,149
And you have a choice as to whether or not you're going to change it.

310
00:18:52,149 --> 00:18:54,350
So I just wanted to throw that out there.

311
00:18:54,771 --> 00:18:56,311
What do you think about?

312
00:18:56,311 --> 00:19:05,349
Because I know for me, sales, the word sales has always been kind of like a dirty word
because I'm that person, I'm that entrepreneur who's like, I don't want to sell anything.

313
00:19:07,413 --> 00:19:12,476
What do you think about like reframing that word, right?

314
00:19:12,476 --> 00:19:19,210
Because I know for me, when I get on a quote, sales call, it's not a sales call, it's a
service.

315
00:19:19,210 --> 00:19:21,311
I'm providing value to them.

316
00:19:21,311 --> 00:19:29,496
And for me personally, I have to change that narrative in my head so I can show up in the
right frequency, right?

317
00:19:29,496 --> 00:19:31,517
And not be like, right?

318
00:19:31,517 --> 00:19:34,479
So I can show up and be confident.

319
00:19:34,729 --> 00:19:46,104
you know, be ready to share with this person on the other end everything that I bring to
the table and how great I, because if you have that negative connotation associated with

320
00:19:47,164 --> 00:19:52,747
what you're doing, it's gonna show up and you probably aren't gonna make a sale, right?

321
00:19:52,747 --> 00:19:53,917
Wouldn't you agree?

322
00:19:53,996 --> 00:19:58,387
Well, yeah, think, you know, so, you know, if you have commission breadth, right?

323
00:19:58,387 --> 00:20:05,349
So the phraseologies that we use around the sales floor, if you hear that and people are
acting that way, you're never going to do that.

324
00:20:05,349 --> 00:20:08,050
I do agree that sales is service, right?

325
00:20:08,050 --> 00:20:17,853
If you believe in your product and service and you know your product and services can help
the individual that you're talking to, it is your duty to work through the barriers that

326
00:20:17,853 --> 00:20:19,213
they are going to have, right?

327
00:20:19,213 --> 00:20:22,188
Because we're all coming from, listen, you know,

328
00:20:22,188 --> 00:20:24,389
We haven't really evolved as mammals, right?

329
00:20:24,389 --> 00:20:26,579
We're still around the campfire, right?

330
00:20:26,579 --> 00:20:28,590
Just the campfire is now a podcast, right?

331
00:20:28,590 --> 00:20:32,641
So it's, still, right?

332
00:20:32,641 --> 00:20:37,492
We have not evolved and the status quo is safe.

333
00:20:37,492 --> 00:20:43,784
Though I may not like the status quo, it is still safe because I know the status quo is
every day, right?

334
00:20:43,784 --> 00:20:47,735
So now you are coming into my life and you're asking me to do something different.

335
00:20:47,735 --> 00:20:51,192
Though that's something different, maybe something I've wanted to do my entire life.

336
00:20:51,192 --> 00:20:54,445
there's still this tension and we don't like that tension.

337
00:20:54,445 --> 00:20:57,347
So we as salespeople have to realize that.

338
00:20:57,347 --> 00:21:00,109
I use a phrase geology in one of our trainings.

339
00:21:00,450 --> 00:21:02,341
know, ABC, right?

340
00:21:02,341 --> 00:21:05,744
Which many people revert to always be closing.

341
00:21:05,744 --> 00:21:07,035
And I'm like, no, no, no.

342
00:21:07,035 --> 00:21:13,801
It's really always be curious and ask questions to people and figure out what's going on.

343
00:21:13,801 --> 00:21:20,610
Because if I could figure out what's going on here and what's going on here and what's
going on in their entire universe.

344
00:21:20,610 --> 00:21:22,502
How does my product or service fit in?

345
00:21:22,502 --> 00:21:26,274
And then how can we work together to get to where we need to go?

346
00:21:26,415 --> 00:21:34,141
Because objections just are, is the prospect or the other person slowing down, right?

347
00:21:34,141 --> 00:21:35,623
Slowing down the decision.

348
00:21:35,623 --> 00:21:41,608
And that may be good, or it just may be their habit, or it may be once again, fear.

349
00:21:41,608 --> 00:21:43,189
So is it fear?

350
00:21:43,189 --> 00:21:44,530
Is it uncertainty?

351
00:21:44,530 --> 00:21:46,111
Is it doubt?

352
00:21:46,111 --> 00:21:48,853
So it just depends on kind of what you're selling.

353
00:21:50,194 --> 00:21:52,236
and have that process.

354
00:21:52,236 --> 00:21:55,828
So I'm curious and there's a great guy.

355
00:21:55,828 --> 00:22:02,943
I think I'm gonna get his name wrong, but I think it's Todd Sipinini.

356
00:22:03,403 --> 00:22:10,418
And he wrote the, he's from Chicago.

357
00:22:10,418 --> 00:22:12,540
And he's got a great Twitter handle.

358
00:22:12,540 --> 00:22:14,861
And it's in essence, the history of sales, right?

359
00:22:14,861 --> 00:22:16,673
So he's a sales nerd, right?

360
00:22:16,673 --> 00:22:18,740
And so I gotta ask him,

361
00:22:18,740 --> 00:22:21,072
when did it get so icky?

362
00:22:21,072 --> 00:22:21,382
Right?

363
00:22:21,382 --> 00:22:22,623
If your words, right?

364
00:22:22,623 --> 00:22:23,544
But I think that's true.

365
00:22:23,544 --> 00:22:25,265
When did it get so icky?

366
00:22:25,265 --> 00:22:34,222
Because if you go, you know, in the 30s and in the 40s, you know, it was just people
trying to help others, right?

367
00:22:34,222 --> 00:22:38,741
So I'm curious as to how did it within a change, right?

368
00:22:38,741 --> 00:22:47,923
we used to exchange, you know, these, I'm going to hold a pen up, you know, let's just say
this was a tool and we exchanged it for some potatoes.

369
00:22:49,185 --> 00:22:50,187
There's just a bartering.

370
00:22:50,187 --> 00:22:50,832
Yeah.

371
00:22:50,832 --> 00:22:53,734
You're so right because listen, joke, I make a joke.

372
00:22:53,734 --> 00:22:58,026
I grew up in a family that part of it was entrepreneur and part of it was corporate.

373
00:22:58,026 --> 00:22:58,537
Right.

374
00:22:58,537 --> 00:23:05,961
And the entrepreneur, my grandfather and uncles owned produce, produce business for a long
period of time.

375
00:23:05,961 --> 00:23:07,312
That's the worst business in the world.

376
00:23:07,312 --> 00:23:07,472
Right.

377
00:23:07,472 --> 00:23:15,042
Because your, your, your stock is, is declining and, and, and you're rotting as you're
pulling away from the, from the things.

378
00:23:15,042 --> 00:23:24,049
But what would it be was at the end of the day, okay, I've got four cabbages, you you've
got potatoes and then you go find the milkman and everything would get traded out.

379
00:23:24,450 --> 00:23:26,511
But you know, they weren't icky.

380
00:23:26,511 --> 00:23:32,276
They were just going to their accounts and saying, okay, Nick, you know, I got melons on
sale today, right?

381
00:23:32,276 --> 00:23:35,659
And so, you know, there was that and we thought of it as exchange.

382
00:23:35,659 --> 00:23:42,294
had another uncle that sold the switches and transistors and all of that.

383
00:23:42,294 --> 00:23:44,334
And he was the first distributor

384
00:23:44,334 --> 00:23:49,897
to go to Japan and get the Japanese into the Midwest market.

385
00:23:49,917 --> 00:23:51,998
He wasn't being icky, right?

386
00:23:52,078 --> 00:23:57,761
So it's wondering, I'm curious as to how we got to that point and what was it.

387
00:23:57,761 --> 00:24:02,064
Now, certainly, here listen, there's a horrible bro culture, if you will, in sales, right?

388
00:24:02,064 --> 00:24:03,824
We got to get rid of that.

389
00:24:04,065 --> 00:24:07,307
There is a lot of fake hubris, right?

390
00:24:07,307 --> 00:24:12,369
There is a lot of strong army people into products and services they don't need.

391
00:24:12,369 --> 00:24:13,742
That deserves to get

392
00:24:13,742 --> 00:24:17,223
classified as the wrong approach and the wrong way.

393
00:24:17,223 --> 00:24:23,835
But I'm gonna reach out to Todd and I'm gonna find out when did we start thinking of it as
something negative.

394
00:24:23,835 --> 00:24:25,765
Because I got a big bookshelf behind me.

395
00:24:25,765 --> 00:24:27,786
Obviously you guys could see parts of it.

396
00:24:27,786 --> 00:24:31,337
But there's one shelf that is just older sales books, right?

397
00:24:31,337 --> 00:24:34,988
From the 30s, from the 1990s.

398
00:24:34,988 --> 00:24:35,368
1919s, right?

399
00:24:35,368 --> 00:24:36,468
Not the 90s, right?

400
00:24:36,468 --> 00:24:38,209
So just older sales books.

401
00:24:38,209 --> 00:24:41,610
Because I find it's good to know the history of your profession.

402
00:24:41,610 --> 00:24:42,840
And you know,

403
00:24:42,840 --> 00:24:46,301
They did talk about, you know, put people in headlocks, right?

404
00:24:46,301 --> 00:24:49,553
Always, you know, but they, you know, they did talk about the same things that we're
talking about.

405
00:24:49,553 --> 00:24:50,783
It was an exchange, right?

406
00:24:50,783 --> 00:24:54,935
Figure out how to help people, how your products and services fit in.

407
00:24:54,935 --> 00:24:56,886
And if you think about the mad men, right?

408
00:24:56,886 --> 00:24:58,226
So of marketing, right?

409
00:24:58,226 --> 00:24:59,277
They weren't doing icky.

410
00:24:59,277 --> 00:25:03,719
They were creating advertisements that we leaned in and enjoyed.

411
00:25:03,719 --> 00:25:10,872
Now, my gracious, you go on Instagram and you get bombarded with stuff that you're like,
how did this even get in my feed?

412
00:25:10,872 --> 00:25:11,142
Right?

413
00:25:11,142 --> 00:25:11,714
So,

414
00:25:11,714 --> 00:25:17,046
I think, you know, there's an old book by Seth Gooden, marketers ruin everything, right?

415
00:25:17,046 --> 00:25:18,677
I think we can add salespeople to that.

416
00:25:18,677 --> 00:25:20,648
Marketer and salespeople ruin everything, right?

417
00:25:20,648 --> 00:25:24,940
Because of the fact that we take something good and we turn it into something bad.

418
00:25:24,940 --> 00:25:28,861
Facebook was just a way for us to keep up on family and friends, right?

419
00:25:28,861 --> 00:25:39,426
And exchange, exchange pictures and see, my gosh, look how big Suzy's getting and, know,
and just have an enjoyable interaction.

420
00:25:39,426 --> 00:25:40,466
Now.

421
00:25:40,938 --> 00:25:42,199
One is I'm to get ads.

422
00:25:42,199 --> 00:25:48,244
Two is unfortunately there's going to be three or four political, whatever side of the
spectrum you're on, I'm not making judgment, but I don't want to see that.

423
00:25:48,244 --> 00:25:52,508
I still want to see my niece's pictures, right, from her first day of school.

424
00:25:52,508 --> 00:25:54,629
That's the stuff that I want to see.

425
00:25:54,629 --> 00:26:00,674
So it goes back to kind of marketers and salespeople ruin everything because we make
everything into a sales exchange.

426
00:26:01,207 --> 00:26:08,932
So what came up for me when you were talking about that is thinking about the used car
salesmen, right?

427
00:26:08,932 --> 00:26:14,765
And they're the ones that go with the ABC, always be closing.

428
00:26:14,765 --> 00:26:17,967
And I get it, right?

429
00:26:17,967 --> 00:26:21,158
They're trying to put food on the table just like everyone else.

430
00:26:21,499 --> 00:26:28,623
And the other thing that came up when you were talking about that for me is like, if
people could just, when you're having...

431
00:26:30,107 --> 00:26:44,111
either, no matter which side you're on, really, if you're able to listen to the
conversation and participate in the conversation with neutrality and not attach any

432
00:26:44,111 --> 00:26:47,262
emotion to anything that's going on in the conversation.

433
00:26:47,262 --> 00:26:51,553
Because at the end of the day, it's just a business transaction, really.

434
00:26:51,553 --> 00:26:57,985
Even if it's somebody selling you a new milk product, it's business for him, right?

435
00:26:57,985 --> 00:26:59,675
He's just doing his job.

436
00:26:59,939 --> 00:27:12,694
And if we can look at it with neutrality and not, they're just trying to take my money
from the one side or the sales guys going, they're wasting my, whatever the case is.

437
00:27:12,694 --> 00:27:20,783
If you can look at it with neutrality and not attach any emotion to it, that's one step in
the right direction right there.

438
00:27:21,038 --> 00:27:21,979
Correct.

439
00:27:21,979 --> 00:27:27,223
I think when you take the emotion out of anything, it makes it easier for both sides,
right?

440
00:27:27,223 --> 00:27:29,726
Is like, you know, here's where we're at.

441
00:27:29,726 --> 00:27:33,249
I'm gonna share with you what I think is the right thing for you to do.

442
00:27:33,249 --> 00:27:36,492
If you think that it's not the right thing to do, let's have that conversation.

443
00:27:36,492 --> 00:27:48,782
I do think in all fairness to the sales side is not only have they done things wrong, we,
you pendulum swings, let's swing it back so that they're acting more towards the...

444
00:27:48,866 --> 00:27:52,328
you know, towards the benefit of society and the people that they're selling.

445
00:27:52,328 --> 00:27:58,202
But I do think that they get jaded because of the fact that, you know, they've been lied
to.

446
00:27:58,202 --> 00:28:01,224
They've been, yeah, this is definitely something I'm going to do.

447
00:28:01,224 --> 00:28:07,589
Send me over all the paperwork and then the person doesn't want to say, I just can't do
it.

448
00:28:07,589 --> 00:28:09,230
I just can't emotionally afford it.

449
00:28:09,230 --> 00:28:11,111
I can't financially afford it.

450
00:28:11,111 --> 00:28:13,483
I can't take the time into doing this.

451
00:28:13,483 --> 00:28:15,424
Whatever it is, I just can't.

452
00:28:15,424 --> 00:28:16,135
So what do we do?

453
00:28:16,135 --> 00:28:17,135
We just lie, right?

454
00:28:17,135 --> 00:28:18,464
Because that's easier.

455
00:28:18,464 --> 00:28:23,427
And so if we want truth on the sales side, we need to be truthful on the prospect side,
right?

456
00:28:23,427 --> 00:28:27,781
Or the customer side of saying, you know, no, it's not for me.

457
00:28:27,781 --> 00:28:28,461
I just don't.

458
00:28:28,461 --> 00:28:30,422
I'm going to continue to look.

459
00:28:30,422 --> 00:28:35,086
The reason why I just something in my gut tells me that this isn't the solution that I'm
looking for.

460
00:28:35,086 --> 00:28:35,926
And.

461
00:28:36,747 --> 00:28:38,048
I'm OK with that.

462
00:28:38,048 --> 00:28:40,649
Give me that all day long.

463
00:28:42,691 --> 00:28:44,171
Right, right.

464
00:28:45,273 --> 00:28:47,594
Yeah, yeah, I have no.

465
00:28:47,628 --> 00:28:49,720
I have no problem with that answer.

466
00:28:49,720 --> 00:28:50,541
I really don't.

467
00:28:50,541 --> 00:28:52,312
I actually am okay with that more so.

468
00:28:52,312 --> 00:28:53,504
I want the yes, right?

469
00:28:53,504 --> 00:28:56,246
But I'm okay with, know, just we're not gonna do that.

470
00:28:56,386 --> 00:28:58,128
I had, this guy was great.

471
00:28:58,128 --> 00:28:59,550
I love this salesman.

472
00:28:59,550 --> 00:29:05,805
He worked for me and I brought him to a couple different companies and he was just a good,
old time sales guy, right?

473
00:29:05,805 --> 00:29:07,037
And I don't mean that in a negative way.

474
00:29:07,037 --> 00:29:13,142
Just cared about his customers, wanted to do right, figured out how to get win -win
solutions.

475
00:29:13,218 --> 00:29:15,179
He said something once and I've used it every time.

476
00:29:15,179 --> 00:29:17,722
So I'm always going to put the caveat on him.

477
00:29:17,722 --> 00:29:23,146
goes, you know, Nick, I never would get into sales if I knew how sick I made people.

478
00:29:23,307 --> 00:29:24,658
And I'm like, well, what do you mean by that?

479
00:29:24,658 --> 00:29:28,701
He goes, well, every time I'm chasing somebody and they finally, I finally get a hold of
them.

480
00:29:28,701 --> 00:29:29,612
like, you know what?

481
00:29:29,612 --> 00:29:32,084
I would have called you, but I was sick.

482
00:29:32,084 --> 00:29:33,236
you my kid was sick.

483
00:29:33,236 --> 00:29:35,838
And so I'm like, just, I didn't want to call you.

484
00:29:35,838 --> 00:29:37,479
It wasn't a priority for me at this time.

485
00:29:37,479 --> 00:29:37,940
Right?

486
00:29:37,940 --> 00:29:41,182
I know that you're calling me and just let's put this on the.

487
00:29:41,263 --> 00:29:42,425
to Q3, right?

488
00:29:42,425 --> 00:29:43,818
Or let's put it to next year.

489
00:29:43,818 --> 00:29:47,615
So just be honest with the salespeople if you want them to be honest with you.

490
00:29:47,615 --> 00:29:51,782
Let's be okay with the conversation and just be adults and I'm okay with that.

491
00:29:52,204 --> 00:29:52,954
absolutely.

492
00:29:52,954 --> 00:29:56,076
mean, and I think that we learned that somewhere along the way.

493
00:29:56,076 --> 00:30:06,351
I, you know, it was when we were children and somehow we learned to tell these white lies.

494
00:30:06,732 --> 00:30:08,723
I can tell you, I am guilty of this.

495
00:30:08,723 --> 00:30:12,235
I remember the day I taught my son to lie.

496
00:30:13,196 --> 00:30:19,399
We were at Legoland in Carlsbad, California, San Diego area.

497
00:30:19,785 --> 00:30:21,756
and he wanted to get on this ride.

498
00:30:22,317 --> 00:30:26,059
And it was like a little go -kart thingy and you had to be six.

499
00:30:26,540 --> 00:30:31,523
Well, he was five and he turned six in three months, but he was tall.

500
00:30:32,184 --> 00:30:39,930
So we're standing in line and he read enough to, know, wasn't great reader, but he could
read.

501
00:30:39,930 --> 00:30:42,612
He's like, you know, mommy, the sign says I have to be six.

502
00:30:42,612 --> 00:30:45,414
And I go, well, honey, you're gonna be six in a couple of months.

503
00:30:45,454 --> 00:30:46,741
I said, it's okay.

504
00:30:46,741 --> 00:30:47,843
I said, you're tall enough.

505
00:30:47,843 --> 00:30:50,357
said, so if they ask you, just say you're six.

506
00:30:50,357 --> 00:30:51,397
Okay.

507
00:30:51,398 --> 00:30:52,400
There you have it.

508
00:30:52,400 --> 00:30:54,823
And I, I literally went, okay.

509
00:30:54,823 --> 00:30:55,755
Remember this moment.

510
00:30:55,755 --> 00:30:57,635
This was the day you taught your son to lie.

511
00:30:57,635 --> 00:30:58,386
Yeah.

512
00:31:00,320 --> 00:31:01,624
And that's anchored in?

513
00:31:01,624 --> 00:31:01,788
No.

514
00:31:01,788 --> 00:31:02,088
it?

515
00:31:02,088 --> 00:31:04,091
Not really, but did he have a great time?

516
00:31:04,091 --> 00:31:05,452
Absolutely.

517
00:31:05,533 --> 00:31:06,604
And he was tall enough.

518
00:31:06,604 --> 00:31:09,988
It really needed to be just a height thing, not an age thing, but whatever.

519
00:31:09,988 --> 00:31:13,958
Now I'm justifying my behavior, right?

520
00:31:13,958 --> 00:31:15,378
you know what?

521
00:31:15,378 --> 00:31:17,068
Listen, we all do that, right?

522
00:31:17,068 --> 00:31:20,498
We all, we've all done it.

523
00:31:20,498 --> 00:31:24,418
In the old days where we used to go to the movie theater, no, no, you're a kid, right?

524
00:31:24,418 --> 00:31:25,448
To save three bucks.

525
00:31:25,448 --> 00:31:26,348
No, but I'm not.

526
00:31:26,348 --> 00:31:29,718
says, you know, that's 13, no, no, you're 10, right?

527
00:31:29,718 --> 00:31:34,338
And it's just, you know, but it's the summation of everything.

528
00:31:34,738 --> 00:31:37,098
there's no judgment, right?

529
00:31:37,098 --> 00:31:41,138
But we as a society are allowing that.

530
00:31:41,442 --> 00:31:43,644
You know, listen, there's other societies too, right?

531
00:31:43,644 --> 00:31:45,836
If you've ever sold into different markets, right?

532
00:31:45,836 --> 00:31:48,618
There's, there's, you know, Indian markets or Asian markets.

533
00:31:48,618 --> 00:31:49,949
They'll say, yes, yes, yes, yes.

534
00:31:49,949 --> 00:31:52,511
With the clear meaning of no, no, no, no, no.

535
00:31:52,511 --> 00:31:54,393
But they're just saying, yes, yes, yes, yes, yes.

536
00:31:54,393 --> 00:31:55,774
It's just cultural, right?

537
00:31:55,774 --> 00:31:57,075
And they're very nice.

538
00:31:57,075 --> 00:31:58,416
And you're like, okay, I got a deal.

539
00:31:58,416 --> 00:32:00,077
You're like, don't, you know?

540
00:32:00,077 --> 00:32:02,709
And, and so there's societal things, right?

541
00:32:02,709 --> 00:32:04,961
There's cultural things.

542
00:32:05,982 --> 00:32:10,926
and these norms you have to realize and be a student of it if you really want to be
successful in the sales side.

543
00:32:10,926 --> 00:32:11,746
business, right?

544
00:32:11,746 --> 00:32:14,928
Or just pick a demographic and ICP, right?

545
00:32:14,928 --> 00:32:25,684
Ideal customer profile for the, for the people that are listening, that you just know so
much about them that, you know, you know that if they say X, they mean X, or if you know

546
00:32:25,684 --> 00:32:29,696
if they say X, they really mean Y and just have that baked in.

547
00:32:29,696 --> 00:32:38,581
But there's also something too, that I think we started to talk about that causes some of
the problems that I want to go back to.

548
00:32:38,781 --> 00:32:41,002
And you said this on,

549
00:32:41,562 --> 00:32:43,192
I wish I had more business.

550
00:32:43,192 --> 00:32:46,842
And then if I take a look at my calendar, I realize I only made five calls.

551
00:32:46,842 --> 00:32:53,062
And for me to get more of XYZ, whatever that is, I need to do 15 to 20 calls.

552
00:32:53,062 --> 00:32:55,122
And so what happens?

553
00:32:55,122 --> 00:33:07,682
The salesperson doesn't do the work on the front end and therefore doesn't have enough in
the hopper and therefore puts all the pressure that he possibly can on those five people

554
00:33:07,682 --> 00:33:09,646
or that one person.

555
00:33:09,646 --> 00:33:11,786
That's when we get into the manipulation.

556
00:33:11,786 --> 00:33:14,366
That's when we get into the sleazy car salesmanship.

557
00:33:14,366 --> 00:33:23,726
Because of the fact that a full pipeline for a salesperson will allow them to have that
emotional detachment that we talked about.

558
00:33:23,726 --> 00:33:30,946
Say, I got 50 other people that are on my calendar for this week and XYZ doesn't buy.

559
00:33:30,946 --> 00:33:32,786
I know what one is.

560
00:33:32,786 --> 00:33:38,918
And the other thing too is, the other thing that we talked about at the beginning that I
think is so critical is to know your number.

561
00:33:39,211 --> 00:33:50,440
You and your team never got panicked on the 18th call because you knew you had two more to
get the applicant, to get the interview, to get the yes.

562
00:33:50,440 --> 00:33:56,915
And so knowing one is doing the work to fill the pipeline and I'm pointing and I've got
five at me.

563
00:33:56,915 --> 00:34:02,030
I'm guilty of it just like and I just talked about this this week on a podcast.

564
00:34:02,030 --> 00:34:03,491
Where did you make mistakes?

565
00:34:03,491 --> 00:34:07,406
Mistake was when business was really good I took the foot off the gas.

566
00:34:07,406 --> 00:34:12,186
And I learned from that never to take the foot off the gas again.

567
00:34:12,326 --> 00:34:13,986
And also know your numbers.

568
00:34:13,986 --> 00:34:18,566
So I think it's a summation of everything and it's just a fascinating journey because
we're all people.

569
00:34:18,566 --> 00:34:21,566
And we all want it to be a little easy.

570
00:34:22,106 --> 00:34:26,696
And I don't want to do 15 outbound dials today.

571
00:34:26,696 --> 00:34:33,854
But if I say I got to do 15 outbound dials to get one appointment to have one good
conversation, then that's what I got to do.

572
00:34:34,443 --> 00:34:35,144
Yeah, that's right.

573
00:34:35,144 --> 00:34:42,632
mean, it's just, if you don't know your business, it's not gonna happen for sure.

574
00:34:42,632 --> 00:34:46,126
So we're gonna wrap up in just a minute.

575
00:34:46,126 --> 00:34:48,969
Is there anything else that you wanna talk about?

576
00:34:48,969 --> 00:34:52,843
I mean, we've got time, but is there anything else you wanna talk about before we wrap up?

577
00:34:52,843 --> 00:35:02,067
You know, I think, you know, if I'd like the work that you're doing and you think about
you, you do a lot of work with the peak performance, right?

578
00:35:02,067 --> 00:35:10,141
And I think that in some instances, salespeople are the peak performers or the athletes in
business, right?

579
00:35:10,141 --> 00:35:20,555
Not taking anything away from all the other disciplines, but and how important the
totality of the person is to have them be successful.

580
00:35:20,555 --> 00:35:22,266
And what I mean by that is

581
00:35:22,290 --> 00:35:25,612
In the old days, it was three martinis at lunch.

582
00:35:26,533 --> 00:35:28,894
But that's all gone, right?

583
00:35:28,894 --> 00:35:36,138
So the person that kind of keeps this all clear, right?

584
00:35:36,138 --> 00:35:42,262
And physically takes care of themselves so they can deal with the stress and the ups and
downs is so critical.

585
00:35:42,262 --> 00:35:44,723
But I don't think we talk a little bit about that.

586
00:35:44,723 --> 00:35:50,046
And you come from an athletic background, a, if I recall, a...

587
00:35:50,328 --> 00:35:51,228
figure skater, right?

588
00:35:51,228 --> 00:35:53,860
And you did a lot of coaching in that space.

589
00:35:53,860 --> 00:36:03,124
And is there an X factor that you see of those that are okay and those that are great,
right?

590
00:36:03,124 --> 00:36:04,164
What do you do?

591
00:36:04,164 --> 00:36:07,966
Because I think we can attribute that to salespeople too, maybe.

592
00:36:09,452 --> 00:36:15,996
I mean, the people that are great are the ones that really embrace a full holistic
lifestyle.

593
00:36:16,576 --> 00:36:18,177
And they've mastered it.

594
00:36:18,258 --> 00:36:27,804
You when you look at all of the elite athletes, you know, they don't drink, you know,
maybe on occasion, but they're not drinking at all during their season.

595
00:36:28,545 --> 00:36:29,665
The top ones are not.

596
00:36:29,665 --> 00:36:31,326
You know, look at Tom Brady.

597
00:36:31,947 --> 00:36:35,389
You know, I mean, master at that, right?

598
00:36:35,409 --> 00:36:36,910
Novak Djokovic.

599
00:36:37,111 --> 00:36:38,281
Here's another...

600
00:36:38,379 --> 00:36:41,121
Household name, Taylor Swift.

601
00:36:41,382 --> 00:36:46,345
You Taylor Swift, I read in her Time Magazine article, which was phenomenal.

602
00:36:47,026 --> 00:36:53,371
She completely changed for six months leading up to the beginning of her tour.

603
00:36:54,552 --> 00:36:56,174
She did not drink.

604
00:36:56,174 --> 00:36:57,675
She watched her diet.

605
00:36:57,675 --> 00:37:02,439
She was working out like six, seven hours a day, like performing and practicing.

606
00:37:02,439 --> 00:37:03,890
Like that's what it means.

607
00:37:03,890 --> 00:37:05,301
That's what it takes.

608
00:37:05,301 --> 00:37:06,782
You devote everything to it.

609
00:37:06,782 --> 00:37:08,243
Now you don't have to be

610
00:37:08,331 --> 00:37:11,586
Taylor Swift, Novak Djokovic, or Tom Brady?

611
00:37:13,655 --> 00:37:20,419
And yet you just need to make sure that every day you are paying attention, right?

612
00:37:20,419 --> 00:37:25,122
What happens when we don't pay attention to our bank account and we just spend, spend,
spend, right?

613
00:37:25,342 --> 00:37:26,823
You're overdraft.

614
00:37:27,844 --> 00:37:28,985
You got problems.

615
00:37:28,985 --> 00:37:30,946
Same thing happens with our bodies.

616
00:37:30,946 --> 00:37:37,280
If we're not sleeping, you know, I can't, every time I hear someone say, I'll sleep when I
die.

617
00:37:37,280 --> 00:37:39,383
I'm like, okay.

618
00:37:39,383 --> 00:37:42,263
And you probably just lost about 20 years of your life, right?

619
00:37:42,263 --> 00:37:44,673
If you're not getting your sleep, right?

620
00:37:44,673 --> 00:37:47,823
Every day, it's just about those areas.

621
00:37:47,823 --> 00:37:56,503
Eating good, hydrating, lots of water, getting your sleep, exercise, getting those
endorphins going in your body, know?

622
00:37:56,503 --> 00:38:03,623
Taking time to, you know, work your brain and learn new things.

623
00:38:03,623 --> 00:38:05,363
Exercise your brain as well.

624
00:38:05,363 --> 00:38:06,593
Pay attention to your thoughts.

625
00:38:06,593 --> 00:38:08,325
Focus on gratitude.

626
00:38:08,929 --> 00:38:13,472
You know, all of those things are just so simple and they can make a big, big difference.

627
00:38:13,472 --> 00:38:21,546
And we're not saying you need to have that as your complete lifestyle, but at least, know,
and it's, I mean, I'm not saying you have to like give up drinking or anything like that

628
00:38:21,546 --> 00:38:24,708
if you enjoy having your cocktail at night with dinner, absolutely.

629
00:38:24,708 --> 00:38:32,853
It's just, there's gotta be, and I'm not gonna use the word balance because I do not like
that word, because I do not think that's, there's anything, it's not possible.

630
00:38:32,853 --> 00:38:35,954
And I'm a Libra, so folks, I know about balance.

631
00:38:38,551 --> 00:38:41,711
I decided about 20 years ago, I'm like, okay, balance is bullshit.

632
00:38:41,711 --> 00:38:44,351
And I did interview somebody who wrote a book by that and I loved it.

633
00:38:44,351 --> 00:38:46,991
I was like, my gosh, I've been saying this for years.

634
00:38:47,451 --> 00:38:48,811
It's the title of a book.

635
00:38:48,811 --> 00:38:56,191
But the thing is, is it's just having that healthy relationship in all of those areas of
your life and not doing anything to the extreme.

636
00:38:57,591 --> 00:39:00,451
And that's really what it takes.

637
00:39:00,451 --> 00:39:06,677
And it's just putting yourself first and knowing your body and having the self -awareness,
having the self -love.

638
00:39:06,677 --> 00:39:12,441
And then there's gotta be some sort of spiritual component there too, where you're
trusting in something greater than yourself.

639
00:39:12,441 --> 00:39:21,257
Whether it's the universe, God, Jesus, Buddha, Allah, the lucky star, that chair, your
cat, something, right?

640
00:39:21,838 --> 00:39:24,830
You've gotta have that some sort of belief in there.

641
00:39:24,830 --> 00:39:30,284
And when you can have all of those, that's peak performance.

642
00:39:30,524 --> 00:39:32,045
Now, do I do that every day?

643
00:39:32,045 --> 00:39:33,706
Absolutely not.

644
00:39:35,035 --> 00:39:37,196
It's progress, not perfection.

645
00:39:37,856 --> 00:39:48,579
And then it's also being able to, when you didn't get, because I am a higher retriever to
the extreme Nick, meaning I thrive on wins.

646
00:39:48,579 --> 00:39:50,539
I thrive on accomplishment.

647
00:39:50,539 --> 00:39:52,800
I thrive on achieving things.

648
00:39:52,800 --> 00:40:01,022
Even something as simple as this morning, my day started where I'm September 30th is
International Podcast Day.

649
00:40:01,022 --> 00:40:04,043
And I don't know if this will be released before then, but

650
00:40:04,043 --> 00:40:12,005
you know, I'm managing director of the LA Tribune Podcast Network and we're hosting, we
decided let's do a podcast virtual summit that day and have all the podcasters on.

651
00:40:12,005 --> 00:40:17,427
And I secured two of some of the most amazing podcasters in the industry and I secured
them.

652
00:40:17,427 --> 00:40:19,867
I got into, I'm like, yes.

653
00:40:19,867 --> 00:40:25,559
So my day started with that and I started thinking about it I'm like, I really do thrive.

654
00:40:25,559 --> 00:40:30,050
I get my drive from these wins.

655
00:40:30,050 --> 00:40:34,091
so for me, it's about making sure

656
00:40:34,551 --> 00:40:36,241
and trying to have some small wins.

657
00:40:36,241 --> 00:40:39,251
And if I don't have the big wins, what's a little win?

658
00:40:39,271 --> 00:40:43,741
my gosh, I drank six of these today, you know, and it's 18 ounces.

659
00:40:43,741 --> 00:40:45,051
That's a big win, right?

660
00:40:45,051 --> 00:40:47,171
If I can get three, six of these a day, right?

661
00:40:47,171 --> 00:40:56,291
You know, so it's about, you know, knowing yourself enough and having that self -awareness
so you know how to manage your life.

662
00:40:56,291 --> 00:41:00,251
Because if you can manage your life, then the business is just gonna, that's just gravy.

663
00:41:00,251 --> 00:41:01,731
That's just the icing.

664
00:41:01,731 --> 00:41:03,278
That's the cherry on top.

665
00:41:03,278 --> 00:41:04,519
just gonna fall through.

666
00:41:04,519 --> 00:41:09,162
think for the folks that are listening to the podcast, I want to point out that what you
held up was your water bottle.

667
00:41:09,162 --> 00:41:12,084
Cause we were talking about, you're talking about cocktails first.

668
00:41:12,084 --> 00:41:18,719
I just wanted to make sure that wasn't about a lot details that you, that I'm fine, right?

669
00:41:18,719 --> 00:41:20,669
You know, was a good day.

670
00:41:22,932 --> 00:41:24,503
But no, I think that it's critical, right?

671
00:41:24,503 --> 00:41:29,136
Cause I don't think we talk enough about that and we don't think about that enough.

672
00:41:29,136 --> 00:41:31,667
And you know, the salespeople should think about that.

673
00:41:31,667 --> 00:41:32,658
Entrepreneurs,

674
00:41:32,658 --> 00:41:35,499
They have to be at a constant peak state.

675
00:41:35,499 --> 00:41:43,221
And if you're tired and if you're groggy and if you're eating junky food, listen, nobody
enjoys a good meal more than me.

676
00:41:43,221 --> 00:41:43,851
But you know what?

677
00:41:43,851 --> 00:41:48,383
When I overindulge in sugar and gluten, I feel it on Monday, right?

678
00:41:48,383 --> 00:41:49,933
The workout is tough.

679
00:41:49,933 --> 00:41:51,233
I'm just achy, right?

680
00:41:51,233 --> 00:41:53,904
So, you you got to put it in balance.

681
00:41:53,904 --> 00:42:00,098
And we used Tom Brady and Taylor Swift, so two high performers.

682
00:42:00,098 --> 00:42:09,023
The other thing, and I don't know how much time we have, but it's the physical aspect of
things, but I'm also curious as to how, I liked how you said you gotta be grounded, but do

683
00:42:09,023 --> 00:42:13,486
they do other things from the mental aspect of things on peak performers?

684
00:42:13,921 --> 00:42:15,091
absolutely.

685
00:42:15,871 --> 00:42:21,651
So in peak performance, everything comes down to your thoughts.

686
00:42:21,651 --> 00:42:26,731
And the thing about our thoughts is that we have close to 60 to 80 ,000 thoughts a day.

687
00:42:26,731 --> 00:42:36,471
And out of those thoughts that we have every day, close to 80 % of our thoughts are
negative.

688
00:42:36,911 --> 00:42:41,841
So when you're a peak performer and you've got negative thoughts,

689
00:42:42,699 --> 00:42:50,441
doesn't matter what it is, it's gonna lower your vibrational frequency because that's what
it all comes down to is vibrational frequency.

690
00:42:50,501 --> 00:43:02,244
And just like you're tuning into the radio, that's a frequency, our bodies emit energy and
we're frequency, everything is frequency, vibrational frequency.

691
00:43:02,464 --> 00:43:06,105
So every time we have a negative thought, our vibrational frequency drops.

692
00:43:06,105 --> 00:43:12,027
So shame, guilt, worry, anger, fear, guilt.

693
00:43:12,639 --> 00:43:15,620
all of those things are gonna lower your vibrational frequency.

694
00:43:15,620 --> 00:43:25,624
So as a peak performer, and I'm gonna use tennis as an example, because I'm obsessed with
tennis and I have two tennis, USTA tennis matches coming up this weekend.

695
00:43:26,085 --> 00:43:31,086
It's extremely difficult because in tennis, it's point by point, it's point by point.

696
00:43:31,467 --> 00:43:34,298
Okay, and you have to reset every time.

697
00:43:34,298 --> 00:43:39,410
And I make an unforced error, which would be hitting the ball into the net.

698
00:43:39,410 --> 00:43:40,731
Let's just do that, okay?

699
00:43:40,731 --> 00:43:42,181
Hit the ball into the net.

700
00:43:42,871 --> 00:43:53,351
I've got about 30 seconds to reset and get myself back in alignment so that I don't do it
again.

701
00:43:53,591 --> 00:43:54,351
Right?

702
00:43:54,351 --> 00:44:00,911
And in that short timeframe, what I tend to do is I have mantras.

703
00:44:00,911 --> 00:44:04,551
I start focusing on everything I have to be grateful for.

704
00:44:04,551 --> 00:44:08,271
But what ends up happening with peak performance is the confidence.

705
00:44:08,271 --> 00:44:11,951
And you may think that confidence like, come on, confidence really?

706
00:44:11,951 --> 00:44:12,855
Yes.

707
00:44:13,259 --> 00:44:19,533
The people that at the highest levels are the ones that struggle with confidence more so
than ever.

708
00:44:19,533 --> 00:44:20,643
Okay?

709
00:44:20,643 --> 00:44:21,704
All athletes do.

710
00:44:21,704 --> 00:44:22,834
I don't care what anybody says.

711
00:44:22,834 --> 00:44:24,946
It's confidence and it's in business.

712
00:44:24,946 --> 00:44:27,147
It's in every aspect of our life.

713
00:44:27,147 --> 00:44:28,748
It's confidence.

714
00:44:29,068 --> 00:44:40,435
And if you're lacking confidence, you know, that's going to affect everything that you're
doing because that vibrational frequency, while you may not be aware of it, the other

715
00:44:40,435 --> 00:44:41,454
person is.

716
00:44:41,454 --> 00:44:42,186
Sure.

717
00:44:42,186 --> 00:44:42,629
Sure.

718
00:44:42,629 --> 00:44:46,891
may not be aware of it, but they know, they're like, something's off and they can't put
their finger on it.

719
00:44:46,891 --> 00:44:49,122
And they're like, I'm not gonna buy from this person.

720
00:44:49,122 --> 00:44:49,552
You know why?

721
00:44:49,552 --> 00:44:51,283
Because they didn't have the confidence.

722
00:44:51,283 --> 00:44:52,884
They weren't showing up.

723
00:44:53,564 --> 00:44:55,125
They didn't have the confidence.

724
00:44:55,125 --> 00:44:58,006
And if they're showing up that way, they're not gonna sell anything.

725
00:44:58,767 --> 00:44:59,707
Right?

726
00:44:59,918 --> 00:45:02,418
You don't think about it, but there is that.

727
00:45:02,418 --> 00:45:03,848
So what do you project?

728
00:45:03,848 --> 00:45:05,098
It goes back to what we said, right?

729
00:45:05,098 --> 00:45:11,958
If you need that sale, you're projecting that on that person and the person's feeling like
there's just something off, right?

730
00:45:11,958 --> 00:45:15,338
And maybe, I don't know what it is, but there's something off.

731
00:45:15,718 --> 00:45:16,798
Fascinating commerce.

732
00:45:16,798 --> 00:45:18,248
I just love that.

733
00:45:18,248 --> 00:45:22,958
I love the fact that if you think about it, 60 to 80 ,000 thoughts and 80 % of them are
negative.

734
00:45:22,958 --> 00:45:25,254
I mean, those other 20 %...

735
00:45:25,627 --> 00:45:31,127
well, Nick, if you don't deal with your negative thoughts right away, they're gonna come
back.

736
00:45:31,127 --> 00:45:39,406
95 % of them, 95 % of those 80 % of your thoughts, negative thoughts are gonna come back
the next day and the next day and the next day.

737
00:45:39,406 --> 00:45:40,641
So that's why.

738
00:45:40,641 --> 00:45:42,224
Do they get stronger?

739
00:45:42,224 --> 00:45:45,839
Do they get more or they just are constantly there?

740
00:45:47,182 --> 00:45:48,354
Just a constantness?

741
00:45:48,354 --> 00:45:49,085
Okay.

742
00:45:49,085 --> 00:45:50,036
Gotcha.

743
00:45:50,122 --> 00:45:51,722
It's just going to keep showing up.

744
00:45:51,722 --> 00:46:05,158
And, you know, like in sports, especially, you know, I, I recognize during a match a
couple of weeks ago that I was, my first service were going in on, on the, the, deuce side

745
00:46:05,158 --> 00:46:09,089
of the court, which is the right side of the court, the ad side, which is the left side of
the court.

746
00:46:09,089 --> 00:46:10,070
They weren't going in.

747
00:46:10,070 --> 00:46:11,380
And I started making up a story.

748
00:46:11,380 --> 00:46:13,481
I'm like, this

749
00:46:13,481 --> 00:46:15,992
my ads are not that good.

750
00:46:17,132 --> 00:46:20,833
And all of a sudden I'm like, whoa, wait a second, of course they are.

751
00:46:21,213 --> 00:46:21,753
Right?

752
00:46:21,753 --> 00:46:24,724
Because you don't even recognize it sometimes.

753
00:46:24,724 --> 00:46:32,737
And they're like little tiny sprinkles of like a whisper that you sometimes we're not even
aware of it.

754
00:46:32,737 --> 00:46:34,177
And it's happening.

755
00:46:34,797 --> 00:46:41,259
And I have to close this off with letting the audience know.

756
00:46:41,707 --> 00:46:51,574
Just like anything, I talk about this all the time when you're having those negative
thoughts, feel it, acknowledge it, pay attention to it, ask the question, is it true?

757
00:46:51,574 --> 00:46:52,154
Is it true?

758
00:46:52,154 --> 00:46:53,275
Is that true?

759
00:46:53,615 --> 00:46:57,438
Are my ad serves worse than my do serves?

760
00:46:57,438 --> 00:46:58,348
No, that's not true.

761
00:46:58,348 --> 00:47:01,861
Okay, you gotta go through those steps.

762
00:47:01,861 --> 00:47:02,341
Is it true?

763
00:47:02,341 --> 00:47:03,612
Just take two seconds.

764
00:47:03,612 --> 00:47:03,952
Is it true?

765
00:47:03,952 --> 00:47:05,183
No, it's not true.

766
00:47:05,303 --> 00:47:09,366
And then if you really need it, just focus on everything you have to be grateful for.

767
00:47:09,366 --> 00:47:11,207
And if you have a sales team,

768
00:47:11,275 --> 00:47:16,656
You know, the best thing that they can do to boost their sales is after before every
single call.

769
00:47:17,697 --> 00:47:18,897
You need to get in alignment.

770
00:47:18,897 --> 00:47:22,808
So before you pick up that phone, focus on your gratitude.

771
00:47:22,808 --> 00:47:31,270
am so grateful that I have the opportunity to speak to this potential customer that I am
going to serve and I'm going to bring them so much value.

772
00:47:31,270 --> 00:47:33,881
know, you just set yourself up for success.

773
00:47:33,881 --> 00:47:36,502
It takes two seconds.

774
00:47:36,502 --> 00:47:38,122
It's so simple.

775
00:47:38,122 --> 00:47:41,249
Well, I mean, it's so easy.

776
00:47:41,249 --> 00:47:42,359
but it's not simple.

777
00:47:42,359 --> 00:47:45,341
that simple and it's easy just to get in the rote -ness of it.

778
00:47:45,341 --> 00:47:53,326
You know, it's funny that's we're, was just on a podcast last week and we're talking about
this and they're like, well, what about remote working and not remote working?

779
00:47:53,326 --> 00:47:54,587
I said, well, yeah, I'm all for it, right?

780
00:47:54,587 --> 00:47:55,328
We figured it out.

781
00:47:55,328 --> 00:47:56,669
How do we maximize it?

782
00:47:56,669 --> 00:48:04,494
You know, it's, you know, the single mom that, you know, is able to get all our work done
and may be able to sneak a couple extra.

783
00:48:04,494 --> 00:48:08,974
visits to the kids school or do the laundry so she's not up to 3 o 'clock in the morning.

784
00:48:08,974 --> 00:48:10,074
I'm all for it, right?

785
00:48:10,074 --> 00:48:11,314
Let's figure this out.

786
00:48:11,314 --> 00:48:16,474
I go, but the one thing I do miss and similar to what you just talked about is I'm from
sales floors, right?

787
00:48:16,474 --> 00:48:18,174
Big sales floors with a lot of people.

788
00:48:18,174 --> 00:48:23,414
You can't see when John is now out of alignment, right?

789
00:48:23,414 --> 00:48:24,594
When he's just off.

790
00:48:24,594 --> 00:48:27,214
He just had three really bad calls.

791
00:48:27,214 --> 00:48:31,854
You can't get that remotely with doing only morning conversations.

792
00:48:31,854 --> 00:48:34,200
So you have to have enough, I guess,

793
00:48:34,200 --> 00:48:39,865
You have to have enough with your team to say, listen, you know, in the old days, you
could say, John, let's get off the floor.

794
00:48:39,865 --> 00:48:41,256
Let's go get a couple of Starbucks.

795
00:48:41,256 --> 00:48:42,517
Let's just talk, right?

796
00:48:42,517 --> 00:48:43,818
Get out of your head.

797
00:48:43,818 --> 00:48:45,139
But you can't do that.

798
00:48:45,139 --> 00:48:52,965
And so I have to maybe I'll work on a technology that allows you to do that where you're
just like, you he's had three bad calls.

799
00:48:52,965 --> 00:48:54,877
Let me just reach out to him, whether it's a slack.

800
00:48:54,877 --> 00:48:56,068
Hey, I care about you.

801
00:48:56,068 --> 00:48:58,722
You know, you're you're valuable to the team.

802
00:48:58,722 --> 00:48:59,732
Don't worry about it.

803
00:48:59,732 --> 00:49:01,903
You know, there's got to be a way to do that.

804
00:49:01,903 --> 00:49:03,684
But I think they all have to learn that.

805
00:49:03,684 --> 00:49:13,797
I don't know about a mantra, but they have to learn how do I center myself, say, I have
the blessing of talking to this person and helping them throughout their day.

806
00:49:13,797 --> 00:49:14,178
Right.

807
00:49:14,178 --> 00:49:17,189
And I'm going to make this the best sales call that I possibly can.

808
00:49:17,929 --> 00:49:20,010
I hope I made this a good podcast.

809
00:49:20,041 --> 00:49:21,342
It was, you know what?

810
00:49:21,342 --> 00:49:22,903
This was such a great conversation.

811
00:49:22,903 --> 00:49:28,008
And I had, you know, it's so funny because, you're in sales and like, we're talking about
happiness and like, but you know what?

812
00:49:28,008 --> 00:49:32,862
This is great because no matter what you're doing, it's all going to come back to, you
know, it's, we all want the same thing.

813
00:49:32,862 --> 00:49:33,972
We just want to be happy.

814
00:49:33,972 --> 00:49:36,986
So hopefully, yeah.

815
00:49:36,986 --> 00:49:38,229
and absolutely.

816
00:49:38,229 --> 00:49:40,374
And I think that's, I agree with that.

817
00:49:40,374 --> 00:49:41,897
Thank you again for having me on.

818
00:49:41,897 --> 00:49:43,030
What a wonderful opportunity.

819
00:49:43,030 --> 00:49:43,829
Yeah.

820
00:49:43,829 --> 00:49:44,780
Thank you, Nick.

821
00:49:44,780 --> 00:49:45,911
Thank you so much.

822
00:49:45,911 --> 00:49:47,382
And thank you, everyone.

823
00:49:47,382 --> 00:49:52,096
And I hope you and your family stay happy, healthy, and safe.

824
00:49:52,357 --> 00:49:53,358
And that's it.

825
00:49:53,358 --> 00:49:54,579
Take care, everyone.