September 10, 2025 • 42 mins
What if the secret to better sales isn’t selling harder—but helping buyers feel safe enough to buy?
In this episode of Small Business Pivots, I sit down with St John Craner, founder of Agrarian Rural Marketing, to explore a fresh, psychology-driven approach to sales that flips traditional methods upside down.
Drawing on his unique background—farm life in rural England combined with decades of psychology and sales expertise—St John explains why most sales training fails: it activates the wrong part of the buyer’s brain. He breaks down the three parts of the buyer’s brain (fear, feel, and think) and shows how to keep prospects in the “feel” brain, where trust and connection are built.
Instead of pushing products, St John teaches how to become a “buyer’s assistant”—a trusted guide who asks better questions, creates urgency naturally, and helps prospects close themselves when they’re ready.
We also dig into his proven lead generation strategies, including:
- Building multiple “legs” for your lead generation stool so your business never wobbles
- How a weekly sales email generated hundreds of thousands in revenue over time
- Why closing problems are really opening problems—and how to fix them
- How consistency beats intensity in sales success
- Why “out-teaching” your competitors is the ultimate sales advantage
Whether you’re a small business owner, rural entrepreneur, or sales professional, this conversation will help you rethink everything you know about selling—and replace pressure tactics with trust, psychology, and proven systems that actually work.
St John Craner: Founder & CEO of Agrarian Rural Marketing
Website: https://www.agrarian.co.nz/
Website: https://www.ruralsalessuccess.com/
LinkedIn: https://www.linkedin.com/in/stjohncraner/
Podcast (Apple): Click Here
Podcast (Spotify): Click Here
#StJohnCraner #AgrarianRuralMarketing #RuralSalesSuccess #SmallBusinessPivots #SmallBusiness #Entrepreneurship #BusinessGrowth #SalesStrategy #SalesPsychology #BuyerPsychology #LeadGeneration #SalesCoaching #MarketingTips #BusinessMindset #OklahomaCity #BOSS #MichaelDMorrison
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
All right, welcome to another Small Business Pivots.
Today we have another specialguest from around the world and
he literally is around the worldfrom us today.
Sometimes they're down thestreet, sometimes they're stayed
across, but he is literallyacross the pond, as they say.
But I know that only businessowners can say their name and
their company.
Like the business owners, I'mgoing to let you introduce
(00:21):
yourself.
Tell us a little bit about youbusiness owners.
Speaker 2 (00:24):
I'm going to let you introduce yourself.
Tell us a little bit about you.
Oh, thanks, michael.
Thanks for having me.
I'm Michael Sengen.
I run a business calledAgrarian which specializes in
training sales teams that sellto the agricultural sector, and
what I do specifically is Iteach them how to get
comfortable with the concept ofselling without the yucky icky
feelings and using the salessuperpower that is human
(00:45):
psychology.
So we can get into that.
Speaker 1 (00:48):
Oh, this will be good .
I love neuroscience.
Our listeners know I loveneuroscience, growth mindsets,
all that cool stuff.
So let's introduce the showreal quick and we'll be right
back.
Welcome to Small BusinessPivots, a podcast produced for
small business owners.
I'm your host, michael Morrison, founder and CEO of BOSS, where
(01:08):
we make business ownershipsimplified for success.
Our business is helping yoursgrow.
Boss offers business loans withbusiness coaching support.
Apply in minutes and getapproved and funded in as little
as 24 to 48 hours atbusinessownershipsimplifiedcom.
(01:30):
All right, welcome back toSmall Business Pivots, my friend
Sinjin.
So you are in what country?
Speaker 2 (01:40):
I'm based in New Zealand and I spend a little bit
of time.
Maybe you North Americanlisteners think it's Australia.
I spend a lot of time there aswell, so I jump between the two
countries and I serve clients inNorth America, canada, uk,
australia and New Zealand, but Iget to live in a very nice part
of the world.
Don't probably spend as muchtime here as I would wish, but
(02:03):
I'm on a mission to help as manypeople as I can.
Speaker 1 (02:05):
Fantastic.
So in your life journey, whatare some trials, tribulations,
maybe what helped you become anadult like you are?
I think we all have a journeyof how we got where we are,
Anything that stands out so ourlisteners can kind of catch up
with who you are, the backgroundthat you have kind of catch up
with who you are, the backgroundthat you have.
Speaker 2 (02:25):
Yeah, I come off a farm in UK, in England, and so
lived on a farm, grew up on afarm and then got very
interested in human behavior anddecision making.
North American listeners willknow their football, american
football but we're into rugbyand I remember going to
Twickenham, which is a verylarge stadium in London where
(02:46):
English rugby play, and I waswondering why people advertise.
And I then had an insatiablecuriosity around influence and
persuasion.
And then I read a book byRobert Cordini called Influence,
which a lot of you and yourlisteners will know, and that
was a seminal book for me.
And I read that book I I reckonabout at least because I'm old
now um, about 30 years ago, andthat really got me on my way to
(03:10):
just becoming a lifelong learneraround humans, how they tick,
uh, how they make theirdecisions, how they process and
all that sort of thing.
And so I've had a marketingcareer.
I've looked for a lot ofcorporates.
I've worked for McCann Ericsson, I've worked for lots of big
fancy pants ad agencies.
(03:31):
I've done corporate, I've donemarketing.
And then someone said to me hey, cingin, you're really good at
sales and I always had abusiness development sort of
responsibility in my career andthen for the last 10 years I
just went full circle back to myrural roots, my farming roots,
uh, and specialized in thisparticular sector.
(03:52):
And so what I've combined is Itry to combine three rare and
valuable things sales,psychology and rural, and
putting those three thingstogether are quite unusual.
Some of the best advice I gotis if you've got rare and unique
skills, that's really going tohelp differentiate you.
And, as we said before we hitthe record button um, you know
I'm a small business.
Um, we are growing and we'regrowing rapidly and we're very
(04:15):
thankful for that.
But generalities repel andspecificity sells.
Now I'm not being cute just torhyme like dr zeus, but for your
listeners, so they remember itgeneralities repel, specificity
cells the.
The biggest mistake I madebefore I started this business
was trying to be everyone toeverything, every, everything to
(04:36):
everyone.
And then when I specialized, itwas almost like a magnetic
quality because it pre-qualifiedprospects come to me, because
they understood what I stood for, what I was about, my point of
view, my philosophy, and we canget into all of that.
But that's a very short crunchversion of how I got to where I
am and we can unpack that, or wecan talk about sales and
(04:58):
psychology wherever you want togo.
Speaker 1 (05:00):
Well, let's jump into sales and psychology, because I
know a lot of our smallbusiness owners struggle with
sales and for those not watchingthe video version of this
podcast, you have a lot of booksbehind you and sometimes that's
the problem with businessowners is we read so many books,
so many videos and we getconfused.
(05:22):
And I know as a business coachmyself.
I work with small businessowners and they're just
inundated with so muchinformation they don't even know
which is real and which is not.
But I'm on your side with thepsychology side, the
neuroscience.
We are certified in DISC, whichis predictable behavior traits,
(05:44):
and so it really goes a longway.
So I'd love for you just tojump in with the essentials of
what you feel people shouldunderstand and know and how they
can sell better, make moresales.
Speaker 2 (05:57):
Yeah, makes a lot of sense.
Now, first thing, listeners andMichael, the most important
psychology you need to master isthe psychology of yourself.
I'm just doing a big pausethere so that lands so people
understand that is, if you wantto be a success in sales or in
business, you have to masteryour own psychology.
And you have to do that byobviously you know in terms of
(06:20):
daniel goldman and emotionalintelligence.
First of all, you have todevelop a self-awareness.
Now, the only way you developself-awareness is through
self-reflection.
Or sometimes you've got a coachor a mentor or an advisor that
is willing to hold up thatmirror to you and say hey,
sinjin, the way you'reapproaching life or the way that
you're interacting or the waythat you're communicating or the
way that you're positioningisn't working.
And I had to learn the hard way, which is that I had to learn
(06:46):
the hard way, which is that Ihad to change and we'll get into
that of my approach and that itwasn't about me, it was always
about the prospect, was alwaysabout the person in front of me,
and I think that was a maturitything, michael, that I started
to work it out and it's, youknow, we talked about before we
hit the record button, the pogoand it's not pogo stick, but
pogo said this, and I alwaysthink of pogo stick when I say
this.
But you know we've met theenemy and it is us.
(07:07):
Now, most business owners youknow this because you're much
better than me, than this mostbusiness owners, small business
owners, particularlyunconsciously, self-sabotage
their own businesses.
They do, they don't do, theboring work, the repetitive,
consistent work.
Their intensity doesn't beatconsistency and we all know that
.
And they do a lot of things.
And to your point, all thesebooks behind me there's a couple
(07:30):
more box shelves over here.
No flick, I love reading.
I'm a lifelong learner.
What I do is I don't just read,I use, I apply.
I don't just attain knowledge,I apply knowledge and then I
teach it, because the quickestand fastest way to retain
knowledge is to actually teachit, which is called the
explanation effect.
So a long answer to yourquestion around.
(07:50):
There's so much noise out there, there's so many books, there's
so many podcasts, real shortsdon't know where to go.
What you need to do is you needto spot the patterns.
Now I have this thing.
I make up most of the things.
Hopefully your listeners won'tbe disgusted by that comment.
But I have this thing.
I make up most of things.
Hopefully your listeners won'tbe disgusted by that comment,
but I have this thing called atriangulation of truth.
Now, if I had a serious Godforbid if I had a serious health
(08:12):
issue, I would not go to thefirst doctor and get all the
advice from that one source, I'dgo to a second and I'd go to a
third and it's like a GPS or atriangulation point when you're
hiking or tramping.
And it's like a GPS or atriangulation point when you're
hiking or tramping and the truetruth is in the middle of those
three sources.
(08:38):
So when you're reading things,whether you're into sales or
lead generation or marketing,you want to be a pattern
recognition machine and you wantto look and assemble and see
thematics or themes or insightsor patterns and you go.
Well, they're saying it andthey're saying it and they're
saying it.
Therefore, it must be true.
So some of the systems we haveset up in our business now have
literally talked to us threetimes by three separate coaches
and they are very similarsystems and we know they're the
(08:59):
truth because three differentindependent sources told us that
.
So we call it a triangulationof truth and I think it's a
really good piece of advice forbusiness owners who might be
struggling or confused or don'tknow what to do and where to go.
Get three.
It's like you know when you goand get your roof repaired
you're going to get three quotes.
So go and get three sourcesindependent and if they all
(09:20):
match up, then you know it's thetruth.
Speaker 1 (09:25):
Yeah, no, that's great.
I want to jump into systemsreal quick, because I think a
lot of business owners will usethe word procrastinate, but I
don't know if that's really theword.
I think they procrastinatebecause they don't have a system
, so it's difficult to do whatreally needs to be done.
So can you share some of thesystems that you've come across?
Speaker 2 (09:46):
Yeah, sure, absolutely.
The best thing we learned wascreating a repeatable, reliable
and predictable lead generationsystem.
So we have a very specificsystem we won't go into the
details but that literally putsemails and phone numbers and
pieces of data that we need totriage or prioritize those leads
into my inbox and my team'sinbox each and every day while
(10:10):
I'm sleeping, from all over theworld.
Now we have spent literallyhundreds of thousands of my own
money developing that systemagain from three separate
sources and optimizing thatsystem.
And there's that training quote.
I can't remember who said it,but they said we do not fall to
the level of expectations, wefall to the level of our systems
.
Now, business is a system andbusinesses needs continuity, it
(10:34):
needs predictability, it needsreliability.
A lot of business owners thinkthey own their businesses, their
businesses own them, and so youknow, and I think your business
needs to be system centricbecause people will come and go.
But, yeah, our system for leadgeneration is brilliant.
You know, we, we we're veryspecific about our offer, our
(10:56):
niche.
We obviously only help peoplethat sell to the rural sector,
to farmers, where they'reselling machinery or fertilizer
or feed or animal health orgenetics or veterinary or
agri-tech or whatever it happensto be, and literally we have a
system now that people willliterally reach for the material
that we put out there andwhether it's books or cheat
sheets or lead magnets, theycome into our world and we
(11:19):
qualify them and then, ifthey're right, we'll have a
conversation with them and we'llget into that conversation.
How we do that I'm happy toshare that and then we work out
if there's a fit and if we canhelp them.
And if we can help them, we'llhelp them, and if we don't,
we'll give them free resourcesand maybe talk to them next time
.
Speaker 1 (11:36):
I think one of the biggest challenges for small
businesses in America is thestart and the end of the sales
process.
So in other words, gettingthose leads in and then
everybody has a conversation.
You know, everybody can go havecoffee, everybody can have a
connection, meeting one-to-one,whatever people want to call it,
but it's the getting them toyou and then closing the end.
(12:00):
So they're at the first and theend.
It seems to be the biggestchallenge that I hear from
business owners.
So can you do you have anyadvice on how to get those
people into your pipeline?
Speaker 2 (12:11):
Great question.
What I do is I'm constantlyputting out educational based
content.
I have a mantra in my world isthat I serve to sell.
I do not sell, I serve to sell.
So what I do is I out-teach toout-sell, and I think those that
educate the market own themarket, and I'll live and die by
that till my last dying breath.
(12:32):
So what it is is I give and Igive and I give and I give and I
give before I get, and I'mgenerous.
I think generosity is one ofyour best business strategies
when it comes to promoting andpositioning your business.
I write books.
I bleed through the eyes.
Not one word of any book Iwrite is written by AI.
It's expressed by my ownphilosophy, my own point of view
(12:53):
.
We'll get into that.
It's a really, really importantpoint of your own point of view
.
But basically what I do is Imake sure I turn up and serve my
audience every single day.
Where it's the emails that Isend out, it never finishes, it
always starts.
So what I mean by that is youare constantly putting out
(13:16):
quality, high quality contentthat people there might be a
surprising truth about whatyou're putting out there.
That's a really interestingconcept I'm trying to give you
lessons, as much as I can.
A surprising truth, somethingthat your particular ideal
customer or niche or specificsegment doesn't know, that you
can help them with.
And then what you do is younurture that lead, because
(13:38):
everyone wants to convert thelead, everyone's too fast.
Uh, I see this for my northamerican clients, I see it
australia, I see it uk, evenhere in new zealand they sell
too fast and what they have todo, they've got to slow down.
Now what I say to my students,because a lot of what I teach is
counterintuitive to thetraditional happy-clappy kind of
sales training, rah-rah kind ofdebris that we have to pick up
(14:01):
and you know, de-learn before wecan learn again.
And I won't go down that rabbithole.
But we see a lot of damage out.
There is we say you have to sellslow to sell fast, so you have
to sell slow to sell fast, soyou have to sell slow to sell
fast.
And what that means is you getthem into your world.
And you know the googleexperiment I think it came out
last year some research fromgoogle, the 7-4-11.
(14:23):
Now dan priestly in uk wastalking about this.
He's a good guy to follow.
He says it's a 7-4-11 rule andit's not your 7-11 night store
or your dairy or whatever youguys call it.
It's seven hours of contentacross four channels and 11
interactions.
Now 80 sales across any sectorand I'll just give you the
(14:44):
generic stuff 80 80 of sales aremade in the 8th to 12th
interaction.
Those interactions don't allneed to be one-on-one coffees,
dms, it could be talking toclients, it'd be consuming your
content, the interactions.
You.
You've got to have thatauthority, you've got to have
that content out there forpeople to know that you are
(15:06):
worth following and worthlistening to or potentially
talking.
And the magic, michael, whenyou do that is people come into
your world pre-qualified, almostpre-sold, because they consume
so much of your content and theyunderstand.
You know you have thisbeautiful podcast.
I have one too in the ruralworld called rural sales show
and I get wonderful guests onand people go.
(15:28):
You know I'm talking to like um,an agronomist in saskatchewan,
in canada.
He goes I've been listening toyou.
I won't do a Canadian accentbecause I'm rubbish at it and my
accent's Mongol these daysbecause I'm English and lived in
New Zealand, so that's all overthe place.
But I've been listening to yourpodcast and I'm like that is,
it just blows my mind and thatopportunity is there for every
one of your listeners.
(15:48):
So show the world how you thinkand how good you are and put
out content that nurtures andteaches and serves your market.
So sorry, long answer to aquestion but hopefully good
advice.
Speaker 1 (16:02):
That's great.
I love long answers and I thinkmost of our listeners do too.
One question this may begetting out of your lane, but I
hear a lot of business ownerssay I am putting out what I
think is good content butnobody's finding it.
Do you have any suggestions oris that kind of out of your
expertise?
Speaker 2 (16:21):
No, no, great question I'll give you.
I'll attempt at my best answer.
If you're not gettingengagement on your content, it's
because you're off message.
So the best way to createcontent is to have more
conversations.
So some people go oh, I don'tknow what to post, or I don't
know what to write about.
That's because you're nothaving enough conversations.
And also, again, all thesebooks around me the more you
(16:43):
read, the better you write.
So you can take yourinspiration from the reading and
you can take it from theinspiration of having
conversations with yourcustomers.
You must want to have a, not tosell to them, but to understand
.
Now, this is probably a reallygood piece of advice for some of
your listeners.
Go and ask someone for theiradvice.
Ask them for their advice.
This is something I tell mystudents to do, because people
(17:06):
good people are very willing togive people good advice and a
lot of people aren't valued fortheir opinions.
And we're not like beingdisingenuine here or a false
sense of authenticity.
If you're generally curiouslyinterested in getting advice,
the answer is in your market'svoice.
(17:26):
It's the insight informs thestrategy.
So what happens is this is this, is when you know you've
cracked it, you're sending outmaybe.
I send out a weekly email.
It's a text email.
It doesn't have any flashy HTML.
It doesn't look like a salesemail.
It looks like a normal email.
It's a sentence, case three tofive word headline and then it's
just a text email.
(17:47):
This is the single best thingI've ever done.
I've been doing thisreligiously for nine years.
Every Tuesday morning my listgets an email from me and it's
been worth hundreds of thousands, if not millions of dollars of
business to me over the years.
Speaker 1 (18:08):
And what I do is is helping yours grow.
Boss offers business loans withbusiness coaching support.
Apply in minutes and getapproved and funded in as little
as 24 to 48 hours atbusinessownershipsimplifiedcom.
If you're enjoying this podcast, don't forget to hit the
subscribe button and share it aswell.
Now let's get back to ourspecial guest.
Speaker 2 (18:32):
This is the single best thing I've ever done.
I've been doing thisreligiously for nine years.
Every Tuesday morning my listgets an email from me and it's
been worth hundreds of thousands, if not millions of dollars, of
business to me over the years.
And what I do is I talk about aprospect or an influencer or
(18:53):
affiliate or a client or apartner or family member, or
something I read or something Iwatch or something I consume,
and I write about it, and youdon't get writer's block when
you're reading and you'retalking.
So if you've got writer's blockor you've got a block in
content, it's because you needto be consuming content to
(19:15):
create content.
Now there's a whole discussionaround don't be a consumer, be a
creator, but you have toconsume the content to create
the content.
My best advice is go and speakto more of your market, ask them
for their advice, and that willreally inform your content,
because it's really noisy outthere.
Inform your content becauseit's really noisy out there.
(19:35):
There's, you know, ai is justit's.
It's frightening how noisy it'sgoing to get out there.
But if you can, then start, say, writing an email to your list
every week and then you hear themagic words hey, michael, were
you?
Were you in our staff room?
Were you in our?
Were you in our, you know,management meeting?
Last week we were, we weresaying that very thing.
We were having exactly thatsame conversation.
(19:56):
Bingo, that's when you knowyou're getting it right, because
you're talking exactly into themind of your market.
And the best way to get in themind of your market is to talk
to them and have conversationsand ask for their advice.
Speaker 1 (20:09):
Fantastic.
Well, just for our listeners.
As a business coach, I try toshare some tips I found along
the way.
Of course, I didn't create allof these, but I create or plan
my day ahead.
So the night before I have alittle daily planner, but one of
the sections is deep thinkingthoughts for the day.
That comes to mind that I'veread or something.
(20:34):
I just write it down and then,when I'm needing to write
something, I'm like there's mycatalog of things that people
would be interested in.
So again, I didn't create that,but that might be helpful to
some of our listeners.
Speaker 2 (20:46):
Yeah, I was just going to say on that.
So on my iPhone I literallyhave a notes section with my
weekly email and whenever I seean idea or think of an idea, I
write it down straight away.
So I don't lose that thoughtand, just like you, I then just
go.
I know what I'm going to writeabout next week.
So I've literally got hundreds,if not thousands, of ideas
about what I'm going to writeabout, and if you're running out
(21:08):
of ideas, it's because you'renot curious enough about the
world around you.
Again, it's because you're notcurious enough about the world
around you.
You know.
Again, I think curiosity is asuperpower as well.
I think that's probably beenone of the biggest game changers
for me in terms of opening moredoors.
For me is getting sociallycurious about the particular
market I serve and serving thebest I can, and I show up for my
market by doing the work, beinga lifelong learner, reading the
(21:29):
books, your brilliant man,warren Buffett, big, big hero of
mine, as was charlie munger,late charlie munger, and you
know I think it was oh, 13 yearsago I read warren buffett and
he and he said something seminalwhich really, really struck a
call for me and I've lived withby ever since.
He says the more you learn, themore you earn, and I've
(21:51):
literally lived that mantra fromthe day I read those words and
they were poignant, they werepowerful, and I've made a lot of
money by just following thatadvice.
Speaker 1 (22:04):
Learn to earn.
Learn to earn.
Well, let's jump to the we'regoing to keep going through the
steps on the sales.
So we've got our people in thedoor.
They're interested.
We've educated them and we'retalking about psychology and
understanding yourself and allthat stuff.
So kind of what's that nextarea of sales that you have
(22:25):
found that you could share withour audience?
Speaker 2 (22:28):
Sure.
So, really, sales should beabout pulling people towards you
, not pushing them away.
And, again, I think you do thatfor your content, for your
positioning.
I'll draw it on the iPad.
I might be able to draw it if Ican.
If I can, I can't, but whatI'll do is I'll describe
something for people thatperhaps can't see.
This is you have a kitchenstool in your kitchen and you
(22:53):
have, you know, hopefully, onthat kitchen stool in your
kitchen and you have, um, youknow, hopefully, on that, on
that kitchen stool, I'm going tosee if I can do art school,
which is, uh, not very pretty,but I'll see if I can do this.
So there we go.
So what we've got is we've gota kitchen stool and, as you can
see, I haven't gone to artschool, michael.
So so, anyone that's watchingthis video, there is a kitchen
(23:15):
stool and I don't sit on anykitchen stool in anyone's houses
with one leg.
Now, most people crow on andboast about that.
They don't need to advertisebecause they've got word of
mouth or their business becomesreferred.
I go, hmm, interesting.
And when I say interesting, Iget curious rather than critical
, which is a little trick ofmine, a little hack, and I go
(23:37):
hmm, what happens if you alsodid a weekly email I abbreviate
a lot and I'm drawing the legshere and maybe you did some
Facebook ads or maybe you appearon these wonderful podcasts
like Michael's and over time youbuild more legs to your lead
generating stool and thisincreases your list.
(23:58):
Now what happens is I actuallycome from a family of doctors.
I kid you not, so my writing isappalling and I abbreviate.
But what you're doing here, theseat of the stool is held up
and it has stability andcertainty because the more legs,
the more lead generation legsyou have to this stool, the more
stable and the more secure yourbusiness becomes.
(24:20):
So I use this as a metaphor interms of systems and teaching is
your list, is your lifeline.
During covid, if you had to sellfor an intermediate tree and
you didn't have a list, you knowhow important your list is,
michael.
I know how important my list is.
I'm constantly building my list.
You know we had hundreds ofpeople.
I'd love it to be thousands,but we had hundreds because
(24:42):
we're very niche.
I had hundreds of qualitypeople to my list each and every
month who consume.
Maybe they listen to my podcastor they listen to a podcast
like this, or they click on oneof my Facebook ads, or they see
me at a conference, or they geta referral, or they read my
weekly email, or they see me ata field days event, or I'm
writing a book or something, so,or I write a media article, so
(25:06):
it starts to become a freakingoctopus.
What it does is more legs, giveyou more leads, which gives you
a bigger list, and that is howyou create stability and
certainty for any business.
That's the.
That's the model that I use.
If that, if that makes senseabsolutely, absolutely so.
Speaker 1 (25:23):
Where does the psychology come in?
Speaker 2 (25:26):
cool.
So this is stuff we want to getinto.
Um, sales.
The problem with sales isselling.
I'll just say it again so thelisteners are really, really
clear the problem with sales isselling.
Please, please, for the love ofgod, stop selling.
Okay, stop talking so much.
Don't tell, don't be a featurecreature, get insatiably curious
(25:52):
about the person in front ofyou and ask beautiful, well
worded, intelligent, curiousquestions, and I'll share a few
of them before we, before wefinish today um, it's very
important to understand thebuyer's brain, because the brain
will turn off when, uh, peopleare being sold to and you'll
keep them what we call in theback of their brain.
(26:15):
Now, you don't need to be aneuroscientist to work out the
anatomy of the brain, thatthere's basically three main
parts.
You need to, and I'm just goingup on the screen for you here
in a minute is uh, I want tobring it up so I can talk to it.
If you just see on the screenhere, um is, there's three main
parts to our brain.
So let's keep it really simplefor listeners.
There's the back part, which isyour fear brain.
(26:38):
There's a middle part, thelimbic, which is your feel brain
.
F-e-e-l if anyone can'tunderstand my accent because I'm
croaky and then the front ofthe brain, the prefrontal cortex
, is your think brain.
So we have a thinking brain, afeeling brain and a fear brain.
(26:58):
Now, michael, when you havesomeone hard selling to you, do
you feel or fear when you'rewith that salesperson?
Oh, I fear, yeah, you fear.
So what they're doing isthey're creating a back of brain
response.
So let me draw something foryour listeners as well, because
obviously everyone lovessingen's drawing, which is which
is absolutely terrible, that Iknow.
So if I do this and I drawsales rep, if you're selling,
(27:23):
you're going to keep themliterally in the back of their
brain.
Here.
Now, the Pantone colors aren'tthe same, but the colors are the
same.
See, the back of the brain isred.
Red is a danger zone becauseit's a fear zone.
So then I created somethingwhich I thought my little mind
was kind of clever, but yourlisteners will we call it being
(27:44):
a buyer's assistant, okay, andthen over a period of time, you
get to Mecca, which is what wecall a trusted advisor.
So there are kind of like threelevels here level three, level
two and level one.
Now, level one will make younot much money.
(28:05):
Level two will make you a lotmore money.
And level three, trustedadvisor, which happens over a
period of time, compound of timeand experience, will make you a
lot of money because you don'tseek them.
They seek you out and they findyou and they don't shop you,
they don't price you, they justchoose you and pay you lots of
(28:27):
money.
But that happens over time.
Everyone wants to skip thesteps.
Michael, if you can see thescreen here, everyone wants to
skip the steps and go straightto level three.
Everyone skips the steps.
Now, your listeners are reallyclever, which I know they would
be.
Have you noticed there's aconnection between these two
things.
If I could put these side byside, which I can't because I'm
at the limit of my technicalabilities even doing this, you
(28:48):
can see that the three levelsrelate to the three levels in
the brain.
So the back of the brain is asales rep.
That's where you will suffer ifyou sell.
But if you play the role of barassistant, you keep them in the
middle part of the brain, whichis where they feel safe.
I talk about buyer safety orpsychological safety.
(29:08):
In terms of psychology in insales terms, it's never assuming
the sale, because as soon asyou assume the sale, you will
elicit a fear or threat responseand put your buyer in the back
of their brain and over time,what you do is when you keep
being a buyer's assistant, theyfeel safe with you and then they
will tell you more and they'regoing to the thinking part of
(29:29):
the brain, the top of the brain.
So we talk about the back ofthe brain being fear, middle
brain being feel and top of thebrain being fear, middle brain
being feel and top of the brainbeing think.
And it's really important toremember these three levels that
I've written appallingly hereabbreviated Stop selling, please
stop selling your job.
(29:50):
Your only job, whatever you sellproduct, service you sell is to
help your buyer make the bestand most accurate informed
decision.
Now, if you do that, they willfeel super safe with you.
Better still, they'll buy morefrom you at a higher price
because you're serving theirneeds, not your own, and they'll
(30:11):
feel safer with you and they'lltell you more.
And because they tell you more,you'll learn more.
And because they tell you more,you'll learn more and then
you'll earn more.
And if you keep being a buyer'sassistant and turning up with
that frame and that identity andthat hat over time they'll go.
Do you know, michael, I'm nottalking to anyone else.
You are my go-to guy, I'm I'mtalking to you and I'll buy
(30:32):
everything that you have andthat happens over a period of
time, that that is not overnight.
They say overnight success.
I think it's about 10 years andwe're getting there.
But that's hopefully useful foryour listeners in terms of
those things.
Speaker 1 (30:47):
Yeah, that's invaluable.
I think Amazon has kind ofdamaged our thinking of wanting
it now, and so sometimes in thesales process we're like how do
we close this now?
But I had someone just recentlytell me that if you think about
the buying process, peopledon't go to Amazon to shop.
They're going there to buy.
(31:08):
But when they're coming to youthey're shopping like a business
, not Amazon On Amazon.
They're going there for aspecific thing to buy, but for a
business they're shopping, theyhave lower intent with us as
business owners.
Speaker 2 (31:22):
So this is why you need to play this role of
buyer's assistant.
It's so, so important to dothat.
Whatever you sell, or whateverproduct or service that you
promote, you must be a buyer'sassistant because you keep your
buyers safe and when you treatyour buyers differently, they
will treat you differently.
They no longer see you as ayucky, sleazy kind of car
(31:42):
salesman.
They go this Michael Morrisondude man.
He asks really good questions.
I feel super safe with him.
Therefore, I'm going to tellhim more about my specific
problem or pain, or the problemI'm trying to solve, or why I'm
potentially looking at this nowand they're going to open up.
So you've got to literally openup and the problem is, most
(32:03):
sales is taught to sell.
It's not.
It's to help people buy andcreates the conditions where
people actually ask you if theycan buy your thing.
Now that's what sales is.
Sales has got nothing to dowith selling.
It's all about helping yourbuyers make good, accurate and
informed decisions.
If you remember that, you'regoing to make a lot more money.
Speaker 1 (32:25):
So stop selling Everybody, stop selling.
That's great advice, Greatadvice.
Well, towards the end of theprocess, I know there's some of
those hesitant, reluctant buyers.
What advice do you have forthat part?
Because you know there's justsome people that can't make a
decision Do you just keep askingbetter questions?
(32:47):
How do you kind of end thesales process?
Speaker 2 (32:51):
So, basically, most closing problems which I think
is where your question is comingfrom are actually opening
problems.
So most closing problems areopening problems.
What I mean by that is youhaven't asked really good
qualifying questions to eitherqualify or disqualify the
prospect really quickly at thestart.
Now, michael, if you'rereaching out to me and you're
looking for rural sales training, go to the bid and you're
(33:13):
saying, hey, I'm a owner in uhoklahoma and we're not selling
enough tractors, enough steel,I've got grain augers or silos,
and you reach out to me, thefirst question I'm going to ask
you to qualify you is so,michael, could you tell me, like
, why are you potentially evenlooking at something like this
now?
Now, there's a lot ofpsychology in that question.
(33:34):
It's the ultimate qualifyingquestion.
I I have many of them, I havehundreds of questions like this,
and what it is is then you haveto tell me why you think you
need what I've got.
So you're selling to me, I'mnot selling to you.
So what I'm trying to do is I'mtrying to reverse it.
It's like and it's not a flex,it's not being stupid or
arrogant or aggressive, it'slike so, michael, tell me what's
(33:55):
the specific problem you'retrying to solve.
And so then you, it elicitsyour buying motive, your intent,
so I can better understand andqualify or disqualify if I can
help you or not, whichimmediately puts you into the
right part of your brain, whichthen means we're more likely to
get a sale because I don't haveto close you, because you close
(34:15):
yourself.
So this whole closing it's like, it's like my comment around
stop selling, always be closinghonestly.
You know, excuse the metaphor,we just need to shoot people
that say that.
And I say that obviously in ametaphorical, hypothetical sense
for anyone that's.
You know, don't want to offendanyone, but like, stop trying to
close people, open people up.
(34:37):
And the way you open people upis by making sure they have all
the information they need tomake the good and most accurate
informed decision.
Now what I can help yourlisteners is by asking questions
like that.
We don't have time to go intoall of them.
You're establishing two veryimportant things people only buy
for.
Basically, I keep things reallysimple for your listeners.
(34:59):
I could go into morecomplicated things, but we don't
have time.
There are two things you need toestablish when you're asking
questions.
You are obviously qualifying ordisqualifying for priority and
urgency, so you need tounderstand if this is a priority
for them and there's an urgencyfor them, and if there's a
priority and urgency, they aregoing to buy.
If you have not establishedpriority and urgency, they are
(35:21):
not going to buy now, they willbuy later.
And this is why your lead,nurturing your content, is so
important, because only aboutthree percent of the people that
you reach will buy from you now.
You don't need to be checkhomes and buying pyramids to
work this out.
37% of people will buy from yousometime later.
But if you don't nurture thoseleads, they're going to forget
(35:43):
about you.
So I have clients that let youpop up.
They've been reading my emailsor my socials for like years.
I've never heard of them,they've never commented, they've
never applied to an email.
And then suddenly they pop upand say can you train my team?
I'm like who are you?
Where have you been?
We've been reading your emailsfor like three years Now.
Your business owners can bepatient if they have enough
(36:08):
prospects.
So you've got to be prospectingand canvassing, and that's by
giving and by being generous,and then people will see that
you're genuine and you're notself-serving and you very much
want to help them because you'vegot to give to get.
It's a law of reciprocation,it's the law of human nature the
more you give, the more you'regoing to get, and that's been
really really very, very truefor me.
(36:28):
So you've got to give and give,and give, and give, almost give
, and if anyone says, oh, but Ican't give away my stuff, then
you don't have enough stuff togive away.
Speaker 1 (36:37):
Yeah, yeah, we hear that often that's an objection
from business owners.
They're like I don't want togive out too much information.
Speaker 2 (36:44):
Well, you haven't got enough, then yeah, so this is
why you have to be a lifelonglearner.
So closing problems are openingproblems.
Don't close people.
Open them up.
Qualify or disqualify forpriority and urgency by asking
well-worded questions and thecustomer is more likely to close
themselves.
Speaker 1 (37:01):
One area that I'm sure some listener is thinking
is for those that have to dooutreach.
So what we're talking about iswhen people come to you or us,
but what about when you reachout to them?
How can you twist that so itworks the same?
Speaker 2 (37:17):
Yeah, I hate.
You can see there's a certaintheme to my advice here.
I hate all the traditionalsales training like sell, sell,
sell, always be closing and coldcalling.
I detest cold calling.
Now, if you have a really goodlead generation system set up,
you don't need cold call.
They will come to you.
So that's the first challenge Iput to your listeners is
(37:39):
actually set up a really goodlead generation system and they
will pre-qualify on their warmaudience, not a cold audience.
However, if you do need to reachout to people, for the love of
God, please do your homework andyour diligence and make sure it
is a warm call, not a cold call.
So if I'm talking to you,michael, as a potential prospect
, I'm going to make sure I'vedone my homework on you.
I've researched you, I've foundout as much as I can about you
(38:05):
and when I reach out to you, Ihave something very specific
that could be something that youpotentially want to look at.
I will also have a mountain ofproof behind me that what I say
I do actually works.
So we have testimonialtemplates and case studies.
I have hundreds of case studiesin terms of our results.
So what I do is I'll normallyfind a point of familiarity, to
(38:28):
reduce the natural cynicism,saying hey, michael, I've worked
with businesses like you, justlike yours, and we've achieved
results just like yours.
And we've achieved excuse me,croaky results just like this.
But rather, listen to me,please have a look at it.
And here's your guy.
It's actually one of yourcompetitors who we've worked
with previously and you go hmm,interesting, I'm more likely to
(38:51):
respond.
You know, again I'm croaky in abit second.
I didn't want to let you downby not turning up, but what I'm
saying here is that if you canhave specificity and relevancy
to your reach out and you havedemonstrated you've done your
homework.
I cannot tell you how manyemails and LinkedIn messages I
get that are completely generic.
No one has done their homeworkon me and my business and said
(39:14):
we've looked at your website andwe've looked at this.
They're just, excuse me, like a, like an email blast and no, no
work, no care, no attention,and you've, you've lost me
because I see it as completespam and junk.
You know, do your homework, doyour homework.
Speaker 1 (39:32):
Yep, yep, sound advice.
Well, I think you've just wetthe ears of many of our
listeners wanting to learn morefrom you.
What's the best way, where'sthe best place to find you?
What's the best social mediachannel that you're on?
Speaker 2 (39:48):
But if you're obviously in the rural,
provincial setting, I have apodcast called the Rural Sales
Show.
So if you want to stand aroundsales and psychology, get into
that.
The best place they can goreally to get any of my stuff
it's all free.
We do this, like you, for loveand for serving people is
(40:09):
wwwrural.
That's R-U-R-A-L.
Salessuccesscom.
I'm sure your wonderful teamwill put that in the show notes
and everything is in there thatyou could want.
There's books, there's podcasts, there's emails all the socials
so you have nothing to bescared of when it comes to sales
.
When you know that you'recoming from the right place.
(40:32):
You've got to have the right.
Please, please, please, be abuyer's assistant, don't be a
salesperson.
Speaker 1 (40:38):
So would you say, sales is an ongoing educational
journey.
Speaker 2 (40:43):
Yeah, I mean.
I basically say that generosityis your best strategy in sales
by helping your customers makebetter decisions.
Yep.
Speaker 1 (40:54):
Well, you've been a wealth of information and a
blessing to many.
I wish you continued success.
But I always ask one lastquestion.
If you're in front of anaudience of business owners all
industries, different seasons ofbusiness what is one thing
that's applicable, that would beapplicable for all of them?
(41:14):
It could be a quote, a book oranything.
Such a good question.
Speaker 2 (41:19):
Consistency.
Speaker 1 (41:23):
Yeah, that's where we lack.
Speaker 2 (41:26):
That's hard to do too , chase, well you know, our
whole world is buzzing andbeeping and vibrating and yeah,
so much noise You've got tofocus.
And vibrating and so much noiseYou've got to focus.
I think the world's getting sonoisy.
It's really important to blocktime to think and then do.
(41:46):
But honestly, my best advice ifI only had that time, I'd say
be consistent, just haveconsistency.
Don't have intensity.
Have consistency and you'llmake so much more money.
Golden, golden, well't haveintensity, have consistency and
you'll make so much more money.
Speaker 1 (41:58):
Golden, golden.
Well, thank you again for yourtime.
Wish you continued success.
Speaker 2 (42:03):
Thank you, Michael.
Thanks for having me andputting up with me.
Speaker 1 (42:06):
My pleasure.
Thank you for listening toSmall Business Pivots.
This podcast is created andproduced by my company, boss.
Our business is growing yours.
Boss, offers flexible businessloans with business coaching
support.
Apply in minutes and getapproved and funded in as little
as 24 to 48 hours atbusinessownershipsimplifiedcom.
(42:29):
If you're enjoying this podcast, don't forget to hit the
subscribe button and share it aswell.
If you need help growing yourbusiness, email me at michael at
michaeldmorrisoncom.
We'll see you next time onSmall Business Pivots.
All right, welcome to another Small Business Pivots.
Today we have another specialguest from around the world and
he literally is around the worldfrom us today.
Sometimes they're down thestreet, sometimes they're stayed
across, but he is literallyacross the pond, as they say.
But I know that only businessowners can say their name and
their company.
Like the business owners, I'mgoing to let you introduce
(00:21):
yourself.
Tell us a little bit about youbusiness owners.
Speaker 2 (00:24):
I'm going to let you introduce yourself.
Tell us a little bit about you.
Oh, thanks, michael.
Thanks for having me.
I'm Michael Sengen.
I run a business calledAgrarian which specializes in
training sales teams that sellto the agricultural sector, and
what I do specifically is Iteach them how to get
comfortable with the concept ofselling without the yucky icky
feelings and using the salessuperpower that is human
(00:45):
psychology.
So we can get into that.
Speaker 1 (00:48):
Oh, this will be good .
I love neuroscience.
Our listeners know I loveneuroscience, growth mindsets,
all that cool stuff.
So let's introduce the showreal quick and we'll be right
back.
Welcome to Small BusinessPivots, a podcast produced for
small business owners.
I'm your host, michael Morrison, founder and CEO of BOSS, where
(01:08):
we make business ownershipsimplified for success.
Our business is helping yoursgrow.
Boss offers business loans withbusiness coaching support.
Apply in minutes and getapproved and funded in as little
as 24 to 48 hours atbusinessownershipsimplifiedcom.
(01:30):
All right, welcome back toSmall Business Pivots, my friend
Sinjin.
So you are in what country?
Speaker 2 (01:40):
I'm based in New Zealand and I spend a little bit
of time.
Maybe you North Americanlisteners think it's Australia.
I spend a lot of time there aswell, so I jump between the two
countries and I serve clients inNorth America, canada, uk,
australia and New Zealand, but Iget to live in a very nice part
of the world.
Don't probably spend as muchtime here as I would wish, but
(02:03):
I'm on a mission to help as manypeople as I can.
Speaker 1 (02:05):
Fantastic.
So in your life journey, whatare some trials, tribulations,
maybe what helped you become anadult like you are?
I think we all have a journeyof how we got where we are,
Anything that stands out so ourlisteners can kind of catch up
with who you are, the backgroundthat you have kind of catch up
with who you are, the backgroundthat you have.
Speaker 2 (02:25):
Yeah, I come off a farm in UK, in England, and so
lived on a farm, grew up on afarm and then got very
interested in human behavior anddecision making.
North American listeners willknow their football, american
football but we're into rugbyand I remember going to
Twickenham, which is a verylarge stadium in London where
(02:46):
English rugby play, and I waswondering why people advertise.
And I then had an insatiablecuriosity around influence and
persuasion.
And then I read a book byRobert Cordini called Influence,
which a lot of you and yourlisteners will know, and that
was a seminal book for me.
And I read that book I I reckonabout at least because I'm old
now um, about 30 years ago, andthat really got me on my way to
(03:10):
just becoming a lifelong learneraround humans, how they tick,
uh, how they make theirdecisions, how they process and
all that sort of thing.
And so I've had a marketingcareer.
I've looked for a lot ofcorporates.
I've worked for McCann Ericsson, I've worked for lots of big
fancy pants ad agencies.
(03:31):
I've done corporate, I've donemarketing.
And then someone said to me hey, cingin, you're really good at
sales and I always had abusiness development sort of
responsibility in my career andthen for the last 10 years I
just went full circle back to myrural roots, my farming roots,
uh, and specialized in thisparticular sector.
(03:52):
And so what I've combined is Itry to combine three rare and
valuable things sales,psychology and rural, and
putting those three thingstogether are quite unusual.
Some of the best advice I gotis if you've got rare and unique
skills, that's really going tohelp differentiate you.
And, as we said before we hitthe record button um, you know
I'm a small business.
Um, we are growing and we'regrowing rapidly and we're very
(04:15):
thankful for that.
But generalities repel andspecificity sells.
Now I'm not being cute just torhyme like dr zeus, but for your
listeners, so they remember itgeneralities repel, specificity
cells the.
The biggest mistake I madebefore I started this business
was trying to be everyone toeverything, every, everything to
(04:36):
everyone.
And then when I specialized, itwas almost like a magnetic
quality because it pre-qualifiedprospects come to me, because
they understood what I stood for, what I was about, my point of
view, my philosophy, and we canget into all of that.
But that's a very short crunchversion of how I got to where I
am and we can unpack that, or wecan talk about sales and
(04:58):
psychology wherever you want togo.
Speaker 1 (05:00):
Well, let's jump into sales and psychology, because I
know a lot of our smallbusiness owners struggle with
sales and for those not watchingthe video version of this
podcast, you have a lot of booksbehind you and sometimes that's
the problem with businessowners is we read so many books,
so many videos and we getconfused.
(05:22):
And I know as a business coachmyself.
I work with small businessowners and they're just
inundated with so muchinformation they don't even know
which is real and which is not.
But I'm on your side with thepsychology side, the
neuroscience.
We are certified in DISC, whichis predictable behavior traits,
(05:44):
and so it really goes a longway.
So I'd love for you just tojump in with the essentials of
what you feel people shouldunderstand and know and how they
can sell better, make moresales.
Speaker 2 (05:57):
Yeah, makes a lot of sense.
Now, first thing, listeners andMichael, the most important
psychology you need to master isthe psychology of yourself.
I'm just doing a big pausethere so that lands so people
understand that is, if you wantto be a success in sales or in
business, you have to masteryour own psychology.
And you have to do that byobviously you know in terms of
(06:20):
daniel goldman and emotionalintelligence.
First of all, you have todevelop a self-awareness.
Now, the only way you developself-awareness is through
self-reflection.
Or sometimes you've got a coachor a mentor or an advisor that
is willing to hold up thatmirror to you and say hey,
sinjin, the way you'reapproaching life or the way that
you're interacting or the waythat you're communicating or the
way that you're positioningisn't working.
And I had to learn the hard way, which is that I had to learn
(06:46):
the hard way, which is that Ihad to change and we'll get into
that of my approach and that itwasn't about me, it was always
about the prospect, was alwaysabout the person in front of me,
and I think that was a maturitything, michael, that I started
to work it out and it's, youknow, we talked about before we
hit the record button, the pogoand it's not pogo stick, but
pogo said this, and I alwaysthink of pogo stick when I say
this.
But you know we've met theenemy and it is us.
(07:07):
Now, most business owners youknow this because you're much
better than me, than this mostbusiness owners, small business
owners, particularlyunconsciously, self-sabotage
their own businesses.
They do, they don't do, theboring work, the repetitive,
consistent work.
Their intensity doesn't beatconsistency and we all know that
.
And they do a lot of things.
And to your point, all thesebooks behind me there's a couple
(07:30):
more box shelves over here.
No flick, I love reading.
I'm a lifelong learner.
What I do is I don't just read,I use, I apply.
I don't just attain knowledge,I apply knowledge and then I
teach it, because the quickestand fastest way to retain
knowledge is to actually teachit, which is called the
explanation effect.
So a long answer to yourquestion around.
(07:50):
There's so much noise out there, there's so many books, there's
so many podcasts, real shortsdon't know where to go.
What you need to do is you needto spot the patterns.
Now I have this thing.
I make up most of the things.
Hopefully your listeners won'tbe disgusted by that comment.
But I have this thing.
I make up most of things.
Hopefully your listeners won'tbe disgusted by that comment,
but I have this thing called atriangulation of truth.
Now, if I had a serious Godforbid if I had a serious health
(08:12):
issue, I would not go to thefirst doctor and get all the
advice from that one source, I'dgo to a second and I'd go to a
third and it's like a GPS or atriangulation point when you're
hiking or tramping.
And it's like a GPS or atriangulation point when you're
hiking or tramping and the truetruth is in the middle of those
three sources.
(08:38):
So when you're reading things,whether you're into sales or
lead generation or marketing,you want to be a pattern
recognition machine and you wantto look and assemble and see
thematics or themes or insightsor patterns and you go.
Well, they're saying it andthey're saying it and they're
saying it.
Therefore, it must be true.
So some of the systems we haveset up in our business now have
literally talked to us threetimes by three separate coaches
and they are very similarsystems and we know they're the
(08:59):
truth because three differentindependent sources told us that
.
So we call it a triangulationof truth and I think it's a
really good piece of advice forbusiness owners who might be
struggling or confused or don'tknow what to do and where to go.
Get three.
It's like you know when you goand get your roof repaired
you're going to get three quotes.
So go and get three sourcesindependent and if they all
(09:20):
match up, then you know it's thetruth.
Speaker 1 (09:25):
Yeah, no, that's great.
I want to jump into systemsreal quick, because I think a
lot of business owners will usethe word procrastinate, but I
don't know if that's really theword.
I think they procrastinatebecause they don't have a system
, so it's difficult to do whatreally needs to be done.
So can you share some of thesystems that you've come across?
Speaker 2 (09:46):
Yeah, sure, absolutely.
The best thing we learned wascreating a repeatable, reliable
and predictable lead generationsystem.
So we have a very specificsystem we won't go into the
details but that literally putsemails and phone numbers and
pieces of data that we need totriage or prioritize those leads
into my inbox and my team'sinbox each and every day while
(10:10):
I'm sleeping, from all over theworld.
Now we have spent literallyhundreds of thousands of my own
money developing that systemagain from three separate
sources and optimizing thatsystem.
And there's that training quote.
I can't remember who said it,but they said we do not fall to
the level of expectations, wefall to the level of our systems
.
Now, business is a system andbusinesses needs continuity, it
(10:34):
needs predictability, it needsreliability.
A lot of business owners thinkthey own their businesses, their
businesses own them, and so youknow, and I think your business
needs to be system centricbecause people will come and go.
But, yeah, our system for leadgeneration is brilliant.
You know, we, we we're veryspecific about our offer, our
(10:56):
niche.
We obviously only help peoplethat sell to the rural sector,
to farmers, where they'reselling machinery or fertilizer
or feed or animal health orgenetics or veterinary or
agri-tech or whatever it happensto be, and literally we have a
system now that people willliterally reach for the material
that we put out there andwhether it's books or cheat
sheets or lead magnets, theycome into our world and we
(11:19):
qualify them and then, ifthey're right, we'll have a
conversation with them and we'llget into that conversation.
How we do that I'm happy toshare that and then we work out
if there's a fit and if we canhelp them.
And if we can help them, we'llhelp them, and if we don't,
we'll give them free resourcesand maybe talk to them next time
.
Speaker 1 (11:36):
I think one of the biggest challenges for small
businesses in America is thestart and the end of the sales
process.
So in other words, gettingthose leads in and then
everybody has a conversation.
You know, everybody can go havecoffee, everybody can have a
connection, meeting one-to-one,whatever people want to call it,
but it's the getting them toyou and then closing the end.
(12:00):
So they're at the first and theend.
It seems to be the biggestchallenge that I hear from
business owners.
So can you do you have anyadvice on how to get those
people into your pipeline?
Speaker 2 (12:11):
Great question.
What I do is I'm constantlyputting out educational based
content.
I have a mantra in my world isthat I serve to sell.
I do not sell, I serve to sell.
So what I do is I out-teach toout-sell, and I think those that
educate the market own themarket, and I'll live and die by
that till my last dying breath.
(12:32):
So what it is is I give and Igive and I give and I give and I
give before I get, and I'mgenerous.
I think generosity is one ofyour best business strategies
when it comes to promoting andpositioning your business.
I write books.
I bleed through the eyes.
Not one word of any book Iwrite is written by AI.
It's expressed by my ownphilosophy, my own point of view
(12:53):
.
We'll get into that.
It's a really, really importantpoint of your own point of view
.
But basically what I do is Imake sure I turn up and serve my
audience every single day.
Where it's the emails that Isend out, it never finishes, it
always starts.
So what I mean by that is youare constantly putting out
(13:16):
quality, high quality contentthat people there might be a
surprising truth about whatyou're putting out there.
That's a really interestingconcept I'm trying to give you
lessons, as much as I can.
A surprising truth, somethingthat your particular ideal
customer or niche or specificsegment doesn't know, that you
can help them with.
And then what you do is younurture that lead, because
(13:38):
everyone wants to convert thelead, everyone's too fast.
Uh, I see this for my northamerican clients, I see it
australia, I see it uk, evenhere in new zealand they sell
too fast and what they have todo, they've got to slow down.
Now what I say to my students,because a lot of what I teach is
counterintuitive to thetraditional happy-clappy kind of
sales training, rah-rah kind ofdebris that we have to pick up
(14:01):
and you know, de-learn before wecan learn again.
And I won't go down that rabbithole.
But we see a lot of damage out.
There is we say you have to sellslow to sell fast, so you have
to sell slow to sell fast, soyou have to sell slow to sell
fast.
And what that means is you getthem into your world.
And you know the googleexperiment I think it came out
last year some research fromgoogle, the 7-4-11.
(14:23):
Now dan priestly in uk wastalking about this.
He's a good guy to follow.
He says it's a 7-4-11 rule andit's not your 7-11 night store
or your dairy or whatever youguys call it.
It's seven hours of contentacross four channels and 11
interactions.
Now 80 sales across any sectorand I'll just give you the
(14:44):
generic stuff 80 80 of sales aremade in the 8th to 12th
interaction.
Those interactions don't allneed to be one-on-one coffees,
dms, it could be talking toclients, it'd be consuming your
content, the interactions.
You.
You've got to have thatauthority, you've got to have
that content out there forpeople to know that you are
(15:06):
worth following and worthlistening to or potentially
talking.
And the magic, michael, whenyou do that is people come into
your world pre-qualified, almostpre-sold, because they consume
so much of your content and theyunderstand.
You know you have thisbeautiful podcast.
I have one too in the ruralworld called rural sales show
and I get wonderful guests onand people go.
(15:28):
You know I'm talking to like um,an agronomist in saskatchewan,
in canada.
He goes I've been listening toyou.
I won't do a Canadian accentbecause I'm rubbish at it and my
accent's Mongol these daysbecause I'm English and lived in
New Zealand, so that's all overthe place.
But I've been listening to yourpodcast and I'm like that is,
it just blows my mind and thatopportunity is there for every
one of your listeners.
(15:48):
So show the world how you thinkand how good you are and put
out content that nurtures andteaches and serves your market.
So sorry, long answer to aquestion but hopefully good
advice.
Speaker 1 (16:02):
That's great.
I love long answers and I thinkmost of our listeners do too.
One question this may begetting out of your lane, but I
hear a lot of business ownerssay I am putting out what I
think is good content butnobody's finding it.
Do you have any suggestions oris that kind of out of your
expertise?
Speaker 2 (16:21):
No, no, great question I'll give you.
I'll attempt at my best answer.
If you're not gettingengagement on your content, it's
because you're off message.
So the best way to createcontent is to have more
conversations.
So some people go oh, I don'tknow what to post, or I don't
know what to write about.
That's because you're nothaving enough conversations.
And also, again, all thesebooks around me the more you
(16:43):
read, the better you write.
So you can take yourinspiration from the reading and
you can take it from theinspiration of having
conversations with yourcustomers.
You must want to have a, not tosell to them, but to understand
.
Now, this is probably a reallygood piece of advice for some of
your listeners.
Go and ask someone for theiradvice.
Ask them for their advice.
This is something I tell mystudents to do, because people
(17:06):
good people are very willing togive people good advice and a
lot of people aren't valued fortheir opinions.
And we're not like beingdisingenuine here or a false
sense of authenticity.
If you're generally curiouslyinterested in getting advice,
the answer is in your market'svoice.
(17:26):
It's the insight informs thestrategy.
So what happens is this is this, is when you know you've
cracked it, you're sending outmaybe.
I send out a weekly email.
It's a text email.
It doesn't have any flashy HTML.
It doesn't look like a salesemail.
It looks like a normal email.
It's a sentence, case three tofive word headline and then it's
just a text email.
(17:47):
This is the single best thingI've ever done.
I've been doing thisreligiously for nine years.
Every Tuesday morning my listgets an email from me and it's
been worth hundreds of thousands, if not millions of dollars of
business to me over the years.
Speaker 1 (18:08):
And what I do is is helping yours grow.
Boss offers business loans withbusiness coaching support.
Apply in minutes and getapproved and funded in as little
as 24 to 48 hours atbusinessownershipsimplifiedcom.
If you're enjoying this podcast, don't forget to hit the
subscribe button and share it aswell.
Now let's get back to ourspecial guest.
Speaker 2 (18:32):
This is the single best thing I've ever done.
I've been doing thisreligiously for nine years.
Every Tuesday morning my listgets an email from me and it's
been worth hundreds of thousands, if not millions of dollars, of
business to me over the years.
And what I do is I talk about aprospect or an influencer or
(18:53):
affiliate or a client or apartner or family member, or
something I read or something Iwatch or something I consume,
and I write about it, and youdon't get writer's block when
you're reading and you'retalking.
So if you've got writer's blockor you've got a block in
content, it's because you needto be consuming content to
(19:15):
create content.
Now there's a whole discussionaround don't be a consumer, be a
creator, but you have toconsume the content to create
the content.
My best advice is go and speakto more of your market, ask them
for their advice, and that willreally inform your content,
because it's really noisy outthere.
Inform your content becauseit's really noisy out there.
(19:35):
There's, you know, ai is justit's.
It's frightening how noisy it'sgoing to get out there.
But if you can, then start, say, writing an email to your list
every week and then you hear themagic words hey, michael, were
you?
Were you in our staff room?
Were you in our?
Were you in our, you know,management meeting?
Last week we were, we weresaying that very thing.
We were having exactly thatsame conversation.
(19:56):
Bingo, that's when you knowyou're getting it right, because
you're talking exactly into themind of your market.
And the best way to get in themind of your market is to talk
to them and have conversationsand ask for their advice.
Speaker 1 (20:09):
Fantastic.
Well, just for our listeners.
As a business coach, I try toshare some tips I found along
the way.
Of course, I didn't create allof these, but I create or plan
my day ahead.
So the night before I have alittle daily planner, but one of
the sections is deep thinkingthoughts for the day.
That comes to mind that I'veread or something.
(20:34):
I just write it down and then,when I'm needing to write
something, I'm like there's mycatalog of things that people
would be interested in.
So again, I didn't create that,but that might be helpful to
some of our listeners.
Speaker 2 (20:46):
Yeah, I was just going to say on that.
So on my iPhone I literallyhave a notes section with my
weekly email and whenever I seean idea or think of an idea, I
write it down straight away.
So I don't lose that thoughtand, just like you, I then just
go.
I know what I'm going to writeabout next week.
So I've literally got hundreds,if not thousands, of ideas
about what I'm going to writeabout, and if you're running out
(21:08):
of ideas, it's because you'renot curious enough about the
world around you.
Again, it's because you're notcurious enough about the world
around you.
You know.
Again, I think curiosity is asuperpower as well.
I think that's probably beenone of the biggest game changers
for me in terms of opening moredoors.
For me is getting sociallycurious about the particular
market I serve and serving thebest I can, and I show up for my
market by doing the work, beinga lifelong learner, reading the
(21:29):
books, your brilliant man,warren Buffett, big, big hero of
mine, as was charlie munger,late charlie munger, and you
know I think it was oh, 13 yearsago I read warren buffett and
he and he said something seminalwhich really, really struck a
call for me and I've lived withby ever since.
He says the more you learn, themore you earn, and I've
(21:51):
literally lived that mantra fromthe day I read those words and
they were poignant, they werepowerful, and I've made a lot of
money by just following thatadvice.
Speaker 1 (22:04):
Learn to earn.
Learn to earn.
Well, let's jump to the we'regoing to keep going through the
steps on the sales.
So we've got our people in thedoor.
They're interested.
We've educated them and we'retalking about psychology and
understanding yourself and allthat stuff.
So kind of what's that nextarea of sales that you have
(22:25):
found that you could share withour audience?
Speaker 2 (22:28):
Sure.
So, really, sales should beabout pulling people towards you
, not pushing them away.
And, again, I think you do thatfor your content, for your
positioning.
I'll draw it on the iPad.
I might be able to draw it if Ican.
If I can, I can't, but whatI'll do is I'll describe
something for people thatperhaps can't see.
This is you have a kitchenstool in your kitchen and you
(22:53):
have, you know, hopefully, onthat kitchen stool in your
kitchen and you have, um, youknow, hopefully, on that, on
that kitchen stool, I'm going tosee if I can do art school,
which is, uh, not very pretty,but I'll see if I can do this.
So there we go.
So what we've got is we've gota kitchen stool and, as you can
see, I haven't gone to artschool, michael.
So so, anyone that's watchingthis video, there is a kitchen
(23:15):
stool and I don't sit on anykitchen stool in anyone's houses
with one leg.
Now, most people crow on andboast about that.
They don't need to advertisebecause they've got word of
mouth or their business becomesreferred.
I go, hmm, interesting.
And when I say interesting, Iget curious rather than critical
, which is a little trick ofmine, a little hack, and I go
(23:37):
hmm, what happens if you alsodid a weekly email I abbreviate
a lot and I'm drawing the legshere and maybe you did some
Facebook ads or maybe you appearon these wonderful podcasts
like Michael's and over time youbuild more legs to your lead
generating stool and thisincreases your list.
(23:58):
Now what happens is I actuallycome from a family of doctors.
I kid you not, so my writing isappalling and I abbreviate.
But what you're doing here, theseat of the stool is held up
and it has stability andcertainty because the more legs,
the more lead generation legsyou have to this stool, the more
stable and the more secure yourbusiness becomes.
(24:20):
So I use this as a metaphor interms of systems and teaching is
your list, is your lifeline.
During covid, if you had to sellfor an intermediate tree and
you didn't have a list, you knowhow important your list is,
michael.
I know how important my list is.
I'm constantly building my list.
You know we had hundreds ofpeople.
I'd love it to be thousands,but we had hundreds because
(24:42):
we're very niche.
I had hundreds of qualitypeople to my list each and every
month who consume.
Maybe they listen to my podcastor they listen to a podcast
like this, or they click on oneof my Facebook ads, or they see
me at a conference, or they geta referral, or they read my
weekly email, or they see me ata field days event, or I'm
writing a book or something, so,or I write a media article, so
(25:06):
it starts to become a freakingoctopus.
What it does is more legs, giveyou more leads, which gives you
a bigger list, and that is howyou create stability and
certainty for any business.
That's the.
That's the model that I use.
If that, if that makes senseabsolutely, absolutely so.
Speaker 1 (25:23):
Where does the psychology come in?
Speaker 2 (25:26):
cool.
So this is stuff we want to getinto.
Um, sales.
The problem with sales isselling.
I'll just say it again so thelisteners are really, really
clear the problem with sales isselling.
Please, please, for the love ofgod, stop selling.
Okay, stop talking so much.
Don't tell, don't be a featurecreature, get insatiably curious
(25:52):
about the person in front ofyou and ask beautiful, well
worded, intelligent, curiousquestions, and I'll share a few
of them before we, before wefinish today um, it's very
important to understand thebuyer's brain, because the brain
will turn off when, uh, peopleare being sold to and you'll
keep them what we call in theback of their brain.
(26:15):
Now, you don't need to be aneuroscientist to work out the
anatomy of the brain, thatthere's basically three main
parts.
You need to, and I'm just goingup on the screen for you here
in a minute is uh, I want tobring it up so I can talk to it.
If you just see on the screenhere, um is, there's three main
parts to our brain.
So let's keep it really simplefor listeners.
There's the back part, which isyour fear brain.
(26:38):
There's a middle part, thelimbic, which is your feel brain
.
F-e-e-l if anyone can'tunderstand my accent because I'm
croaky and then the front ofthe brain, the prefrontal cortex
, is your think brain.
So we have a thinking brain, afeeling brain and a fear brain.
(26:58):
Now, michael, when you havesomeone hard selling to you, do
you feel or fear when you'rewith that salesperson?
Oh, I fear, yeah, you fear.
So what they're doing isthey're creating a back of brain
response.
So let me draw something foryour listeners as well, because
obviously everyone lovessingen's drawing, which is which
is absolutely terrible, that Iknow.
So if I do this and I drawsales rep, if you're selling,
(27:23):
you're going to keep themliterally in the back of their
brain.
Here.
Now, the Pantone colors aren'tthe same, but the colors are the
same.
See, the back of the brain isred.
Red is a danger zone becauseit's a fear zone.
So then I created somethingwhich I thought my little mind
was kind of clever, but yourlisteners will we call it being
(27:44):
a buyer's assistant, okay, andthen over a period of time, you
get to Mecca, which is what wecall a trusted advisor.
So there are kind of like threelevels here level three, level
two and level one.
Now, level one will make younot much money.
(28:05):
Level two will make you a lotmore money.
And level three, trustedadvisor, which happens over a
period of time, compound of timeand experience, will make you a
lot of money because you don'tseek them.
They seek you out and they findyou and they don't shop you,
they don't price you, they justchoose you and pay you lots of
(28:27):
money.
But that happens over time.
Everyone wants to skip thesteps.
Michael, if you can see thescreen here, everyone wants to
skip the steps and go straightto level three.
Everyone skips the steps.
Now, your listeners are reallyclever, which I know they would
be.
Have you noticed there's aconnection between these two
things.
If I could put these side byside, which I can't because I'm
at the limit of my technicalabilities even doing this, you
(28:48):
can see that the three levelsrelate to the three levels in
the brain.
So the back of the brain is asales rep.
That's where you will suffer ifyou sell.
But if you play the role of barassistant, you keep them in the
middle part of the brain, whichis where they feel safe.
I talk about buyer safety orpsychological safety.
(29:08):
In terms of psychology in insales terms, it's never assuming
the sale, because as soon asyou assume the sale, you will
elicit a fear or threat responseand put your buyer in the back
of their brain and over time,what you do is when you keep
being a buyer's assistant, theyfeel safe with you and then they
will tell you more and they'regoing to the thinking part of
(29:29):
the brain, the top of the brain.
So we talk about the back ofthe brain being fear, middle
brain being feel and top of thebrain being fear, middle brain
being feel and top of the brainbeing think.
And it's really important toremember these three levels that
I've written appallingly hereabbreviated Stop selling, please
stop selling your job.
(29:50):
Your only job, whatever you sellproduct, service you sell is to
help your buyer make the bestand most accurate informed
decision.
Now, if you do that, they willfeel super safe with you.
Better still, they'll buy morefrom you at a higher price
because you're serving theirneeds, not your own, and they'll
(30:11):
feel safer with you and they'lltell you more.
And because they tell you more,you'll learn more.
And because they tell you more,you'll learn more and then
you'll earn more.
And if you keep being a buyer'sassistant and turning up with
that frame and that identity andthat hat over time they'll go.
Do you know, michael, I'm nottalking to anyone else.
You are my go-to guy, I'm I'mtalking to you and I'll buy
(30:32):
everything that you have andthat happens over a period of
time, that that is not overnight.
They say overnight success.
I think it's about 10 years andwe're getting there.
But that's hopefully useful foryour listeners in terms of
those things.
Speaker 1 (30:47):
Yeah, that's invaluable.
I think Amazon has kind ofdamaged our thinking of wanting
it now, and so sometimes in thesales process we're like how do
we close this now?
But I had someone just recentlytell me that if you think about
the buying process, peopledon't go to Amazon to shop.
They're going there to buy.
(31:08):
But when they're coming to youthey're shopping like a business
, not Amazon On Amazon.
They're going there for aspecific thing to buy, but for a
business they're shopping, theyhave lower intent with us as
business owners.
Speaker 2 (31:22):
So this is why you need to play this role of
buyer's assistant.
It's so, so important to dothat.
Whatever you sell, or whateverproduct or service that you
promote, you must be a buyer'sassistant because you keep your
buyers safe and when you treatyour buyers differently, they
will treat you differently.
They no longer see you as ayucky, sleazy kind of car
(31:42):
salesman.
They go this Michael Morrisondude man.
He asks really good questions.
I feel super safe with him.
Therefore, I'm going to tellhim more about my specific
problem or pain, or the problemI'm trying to solve, or why I'm
potentially looking at this nowand they're going to open up.
So you've got to literally openup and the problem is, most
(32:03):
sales is taught to sell.
It's not.
It's to help people buy andcreates the conditions where
people actually ask you if theycan buy your thing.
Now that's what sales is.
Sales has got nothing to dowith selling.
It's all about helping yourbuyers make good, accurate and
informed decisions.
If you remember that, you'regoing to make a lot more money.
Speaker 1 (32:25):
So stop selling Everybody, stop selling.
That's great advice, Greatadvice.
Well, towards the end of theprocess, I know there's some of
those hesitant, reluctant buyers.
What advice do you have forthat part?
Because you know there's justsome people that can't make a
decision Do you just keep askingbetter questions?
(32:47):
How do you kind of end thesales process?
Speaker 2 (32:51):
So, basically, most closing problems which I think
is where your question is comingfrom are actually opening
problems.
So most closing problems areopening problems.
What I mean by that is youhaven't asked really good
qualifying questions to eitherqualify or disqualify the
prospect really quickly at thestart.
Now, michael, if you'rereaching out to me and you're
looking for rural sales training, go to the bid and you're
(33:13):
saying, hey, I'm a owner in uhoklahoma and we're not selling
enough tractors, enough steel,I've got grain augers or silos,
and you reach out to me, thefirst question I'm going to ask
you to qualify you is so,michael, could you tell me, like
, why are you potentially evenlooking at something like this
now?
Now, there's a lot ofpsychology in that question.
(33:34):
It's the ultimate qualifyingquestion.
I I have many of them, I havehundreds of questions like this,
and what it is is then you haveto tell me why you think you
need what I've got.
So you're selling to me, I'mnot selling to you.
So what I'm trying to do is I'mtrying to reverse it.
It's like and it's not a flex,it's not being stupid or
arrogant or aggressive, it'slike so, michael, tell me what's
(33:55):
the specific problem you'retrying to solve.
And so then you, it elicitsyour buying motive, your intent,
so I can better understand andqualify or disqualify if I can
help you or not, whichimmediately puts you into the
right part of your brain, whichthen means we're more likely to
get a sale because I don't haveto close you, because you close
(34:15):
yourself.
So this whole closing it's like, it's like my comment around
stop selling, always be closinghonestly.
You know, excuse the metaphor,we just need to shoot people
that say that.
And I say that obviously in ametaphorical, hypothetical sense
for anyone that's.
You know, don't want to offendanyone, but like, stop trying to
close people, open people up.
(34:37):
And the way you open people upis by making sure they have all
the information they need tomake the good and most accurate
informed decision.
Now what I can help yourlisteners is by asking questions
like that.
We don't have time to go intoall of them.
You're establishing two veryimportant things people only buy
for.
Basically, I keep things reallysimple for your listeners.
(34:59):
I could go into morecomplicated things, but we don't
have time.
There are two things you need toestablish when you're asking
questions.
You are obviously qualifying ordisqualifying for priority and
urgency, so you need tounderstand if this is a priority
for them and there's an urgencyfor them, and if there's a
priority and urgency, they aregoing to buy.
If you have not establishedpriority and urgency, they are
(35:21):
not going to buy now, they willbuy later.
And this is why your lead,nurturing your content, is so
important, because only aboutthree percent of the people that
you reach will buy from you now.
You don't need to be checkhomes and buying pyramids to
work this out.
37% of people will buy from yousometime later.
But if you don't nurture thoseleads, they're going to forget
(35:43):
about you.
So I have clients that let youpop up.
They've been reading my emailsor my socials for like years.
I've never heard of them,they've never commented, they've
never applied to an email.
And then suddenly they pop upand say can you train my team?
I'm like who are you?
Where have you been?
We've been reading your emailsfor like three years Now.
Your business owners can bepatient if they have enough
(36:08):
prospects.
So you've got to be prospectingand canvassing, and that's by
giving and by being generous,and then people will see that
you're genuine and you're notself-serving and you very much
want to help them because you'vegot to give to get.
It's a law of reciprocation,it's the law of human nature the
more you give, the more you'regoing to get, and that's been
really really very, very truefor me.
(36:28):
So you've got to give and give,and give, and give, almost give
, and if anyone says, oh, but Ican't give away my stuff, then
you don't have enough stuff togive away.
Speaker 1 (36:37):
Yeah, yeah, we hear that often that's an objection
from business owners.
They're like I don't want togive out too much information.
Speaker 2 (36:44):
Well, you haven't got enough, then yeah, so this is
why you have to be a lifelonglearner.
So closing problems are openingproblems.
Don't close people.
Open them up.
Qualify or disqualify forpriority and urgency by asking
well-worded questions and thecustomer is more likely to close
themselves.
Speaker 1 (37:01):
One area that I'm sure some listener is thinking
is for those that have to dooutreach.
So what we're talking about iswhen people come to you or us,
but what about when you reachout to them?
How can you twist that so itworks the same?
Speaker 2 (37:17):
Yeah, I hate.
You can see there's a certaintheme to my advice here.
I hate all the traditionalsales training like sell, sell,
sell, always be closing and coldcalling.
I detest cold calling.
Now, if you have a really goodlead generation system set up,
you don't need cold call.
They will come to you.
So that's the first challenge Iput to your listeners is
(37:39):
actually set up a really goodlead generation system and they
will pre-qualify on their warmaudience, not a cold audience.
However, if you do need to reachout to people, for the love of
God, please do your homework andyour diligence and make sure it
is a warm call, not a cold call.
So if I'm talking to you,michael, as a potential prospect
, I'm going to make sure I'vedone my homework on you.
I've researched you, I've foundout as much as I can about you
(38:05):
and when I reach out to you, Ihave something very specific
that could be something that youpotentially want to look at.
I will also have a mountain ofproof behind me that what I say
I do actually works.
So we have testimonialtemplates and case studies.
I have hundreds of case studiesin terms of our results.
So what I do is I'll normallyfind a point of familiarity, to
(38:28):
reduce the natural cynicism,saying hey, michael, I've worked
with businesses like you, justlike yours, and we've achieved
results just like yours.
And we've achieved excuse me,croaky results just like this.
But rather, listen to me,please have a look at it.
And here's your guy.
It's actually one of yourcompetitors who we've worked
with previously and you go hmm,interesting, I'm more likely to
(38:51):
respond.
You know, again I'm croaky in abit second.
I didn't want to let you downby not turning up, but what I'm
saying here is that if you canhave specificity and relevancy
to your reach out and you havedemonstrated you've done your
homework.
I cannot tell you how manyemails and LinkedIn messages I
get that are completely generic.
No one has done their homeworkon me and my business and said
(39:14):
we've looked at your website andwe've looked at this.
They're just, excuse me, like a, like an email blast and no, no
work, no care, no attention,and you've, you've lost me
because I see it as completespam and junk.
You know, do your homework, doyour homework.
Speaker 1 (39:32):
Yep, yep, sound advice.
Well, I think you've just wetthe ears of many of our
listeners wanting to learn morefrom you.
What's the best way, where'sthe best place to find you?
What's the best social mediachannel that you're on?
Speaker 2 (39:48):
But if you're obviously in the rural,
provincial setting, I have apodcast called the Rural Sales
Show.
So if you want to stand aroundsales and psychology, get into
that.
The best place they can goreally to get any of my stuff
it's all free.
We do this, like you, for loveand for serving people is
(40:09):
wwwrural.
That's R-U-R-A-L.
Salessuccesscom.
I'm sure your wonderful teamwill put that in the show notes
and everything is in there thatyou could want.
There's books, there's podcasts, there's emails all the socials
so you have nothing to bescared of when it comes to sales
.
When you know that you'recoming from the right place.
(40:32):
You've got to have the right.
Please, please, please, be abuyer's assistant, don't be a
salesperson.
Speaker 1 (40:38):
So would you say, sales is an ongoing educational
journey.
Speaker 2 (40:43):
Yeah, I mean.
I basically say that generosityis your best strategy in sales
by helping your customers makebetter decisions.
Yep.
Speaker 1 (40:54):
Well, you've been a wealth of information and a
blessing to many.
I wish you continued success.
But I always ask one lastquestion.
If you're in front of anaudience of business owners all
industries, different seasons ofbusiness what is one thing
that's applicable, that would beapplicable for all of them?
(41:14):
It could be a quote, a book oranything.
Such a good question.
Speaker 2 (41:19):
Consistency.
Speaker 1 (41:23):
Yeah, that's where we lack.
Speaker 2 (41:26):
That's hard to do too , chase, well you know, our
whole world is buzzing andbeeping and vibrating and yeah,
so much noise You've got tofocus.
And vibrating and so much noiseYou've got to focus.
I think the world's getting sonoisy.
It's really important to blocktime to think and then do.
(41:46):
But honestly, my best advice ifI only had that time, I'd say
be consistent, just haveconsistency.
Don't have intensity.
Have consistency and you'llmake so much more money.
Golden, golden, well't haveintensity, have consistency and
you'll make so much more money.
Speaker 1 (41:58):
Golden, golden.
Well, thank you again for yourtime.
Wish you continued success.
Speaker 2 (42:03):
Thank you, Michael.
Thanks for having me andputting up with me.
Speaker 1 (42:06):
My pleasure.
Thank you for listening toSmall Business Pivots.
This podcast is created andproduced by my company, boss.
Our business is growing yours.
Boss, offers flexible businessloans with business coaching
support.
Apply in minutes and getapproved and funded in as little
as 24 to 48 hours atbusinessownershipsimplifiedcom.
(42:29):
If you're enjoying this podcast, don't forget to hit the
subscribe button and share it aswell.
If you need help growing yourbusiness, email me at michael at
michaeldmorrisoncom.
We'll see you next time onSmall Business Pivots.
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