041 — Charlie Moon Sold a Used Bottle of Water for $700 as a Benefit Auctioneer

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Charlie spends 38.2% a year working with non-profits to help them turn their events into fundraisers rather than just parties.

Charlie Moon has worked every day of the last 30+ years to help professionals that have previously relied on technical skills understand the importance of visibility management and how to connect the dots in business development and sales.

Having worked with bankers, architects, attorneys, engineers, project managers, and professionals of every stripe, he has heard all the excuses. The excuses range from "good services sell themselves" to "I don't want to be all salesy". From this front-row seat over a 30+ year span in business development, Charlie has perfected a process that works.

Christina and Charlie discuss how you should not be afraid to be different in the business world and not be afraid to put people back in the heart of the mission.

Questions

  • What is something really cool or powerful that you've done that you think our community could benefit from hearing about?
  • What do you do?
  • What is your superpower?

Links and Resources

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Read Full Transcript

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- Hey, busy business owners.

00:00:02.100 --> 00:00:04.740
I am here today with another
Entrepreneur Taking Action,

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Charlie Moon.

00:00:06.030 --> 00:00:08.580
Charlie is a unique person
whose accomplishments include

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selling a used bottle of water for $700

00:00:11.520 --> 00:00:13.380
as a benefit auctioneer

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and helping entrepreneurs
find the clarity they need

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to scale their business.

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I'm getting the scoop
today on how he does it.

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(upbeat music)

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Okay so, I know we gotta
get into the business part,

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but I have to hear the story

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on the bottle of water for $700,

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the used bottle of water
(Charlie laughs)

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for $700.

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- Well.

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- What was that?
- First, thank you

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for letting me be here.

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This is fun and I appreciate
getting to do this.

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So, 38.2% of what I do
in the course of a year

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is work with non-profits to help them

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turn their events into fundraisers
rather than just parties.

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And the balance of what I
do is the basis of my book

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called "How To Turn Order
Takers Into Rainmakers."

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And so, when I start a benefit
auction a lot of times,

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and I do those for visibility,

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I started doing those
in 2003 for visibility.

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And then what I learned is,
oh, there's a business here.

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So, I worked with a benefit auction coach.

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I worked with the National
Auctioneers Association,

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became a benefit auctioneer,

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which is a certification.

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'Cause there's lots of doctors out there

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and there's all kinds of doctors.

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You wouldn't take your kid to a dentist

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to have his broken arm fixed.

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Fair enough?

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And so, I don't sell cars and cattle.

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I don't sell pots and pans.

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I don't sell real estate.

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I work with non-profits to
help those less fortunate.

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And so, when I start a benefit auction,

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I will take a glass of water
or I'll take a dollar bill

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or I'll take something
worthless and I'll sell that.

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And what I've done is I've
gone through the crowd

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and found a couple people and I said,

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hey, you don't have to buy this,

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just help me get it up off the runway

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and we'll see what happens.

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And so, the used glass of
water that I sold for $700

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is like the dollar bill
that I sold for $3,000.

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And the point is,

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and I Jack around with people and say,

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where are you gonna find
another dollar bill?

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And where are you gonna find

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a used glass of water?

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Where are you gonna find a dessert

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that this guy ate part of?

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And then when I get finished selling it

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and it sells for 300 or
3000 or whatever it is,

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I say, you know, folks,

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we're not here to get deals and bargains.

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We're here to help those less fortunate.

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And it sets the tone that people
were there to raise money.

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'Cause it's no secret we're
there for a fundraiser,

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so let's raise funds rather than

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just look for deals and bargains.

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So, that's the story on that.

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Let's see.

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What else have I sold?

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Oh, used salads.

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The other night, I did
an event up in Nebraska

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and I sold a program that had

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a little kindergarten girls
picture on the front of it.

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And I went and found her in the crowd

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and asked her for her autograph.

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And so, she's in kindergarten,

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so she could only print her name.

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It was four letters

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and I said, is this you?

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And she said, yes.

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And she smiled, you know.

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And I said, would you
autograph this for me?

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And so then we sold four copies

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of this original picture
autographed by this little girl

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for $1,000 a piece.

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So, $4,000 to a group that
doesn't have any money

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really makes a big difference.

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So, it's fun to do that.

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So, that's the story.

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- Now that is such a neat way to do it.

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That is really awesome.
- You're kind.

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- I think even the takeaway
from the business side of it

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is you gotta be not
afraid to be different.

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- That's right.

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- Not afraid to like put people

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back in the heart of the mission

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and not just the
activities and the actions.

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- Well most,

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- So I think that's a great tie in.

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- Thank you.

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Most nonprofits I work with,
on that side of the business,

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have great passion for the mission,

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but they don't have a great plan

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and a great process on how to make money.

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So, then I go in and
pull the curtains back

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and show 'em how all this
orchestrated spontaneity

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that looks like it just happens,

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just happens.

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But it's things like
that, that I teach them,

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that allows them to raise
a half a million dollars

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in 20 minutes that I
did just a few weeks ago

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or always break records.

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I sold a parking place the
other night for $7,000.

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So, you know, that may not be a big deal,

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but to those people, that was a big deal.

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When the development
director's printer doesn't work

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(laughs)

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because they just don't
have maintenance done on it

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because it's, you know,

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that's a big deal when they
raise that kind of money.

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And the more fun people have,

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the more money they'll
invest in the organization.

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So,

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- I think that's true for most
business owners, isn't it?

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We've got a lot of heart and
passion for our business,

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but not always real clarity
on how we're gonna make money.

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I think that's across businesses.

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Well, good ones anyway.

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I'm sure there's some shady ones

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that are all about the
money and don't have heart,

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but they're probably not
listening to the show right now.

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- Fair enough. (laughs)

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- 'Cause they're not
trying to learn. (laughs)

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- When we started talking,
you talked about focusin'

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and one of the things
I talk about in my book

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is called FOTO, focus on the outcome.

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And what that focus on the outcome is,

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is focus on what you do want

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rather than what you don't want.

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Because what happens a lot of times

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is people get focused on the problem

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and they see a problem

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and that problem turns into anxiety

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and that anxiety turns into a reaction

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and that reaction turns
into another problem.

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And that turns into more anxiety.

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And guess what?

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We're in an anxiety
management mode all the time.

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But if we get focused out there
on the outcome what we want,

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then we will get there if
we stay focused on that

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and take those little steps to get there.

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Now, are they all gonna go
all in the same direction

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all the time and it's just
gonna be so easy and wonderful?

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No.

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But if you don't know where you're going,

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you're gonna end up somewhere else.

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So, when I work with organizations

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on the for profit side of the equation,

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I tell 'em, what do you wanna be doin'

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in five years or 10 years,

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depending upon the organization.

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And then we'll back into
what we need to be doin'

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in the next 30, 60, 90 days.

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So, if we have a minute,

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do you know anything about cards?

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About playing cards?
- A little bit.

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- You know a little bit
about playing cards.

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- A little bit.

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- So, you know there's red
cards and black cards, right?

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- Mm-hm.
- Would you pick red ones

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or black ones?

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- Ooh, red.

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- So, the red cards are
hearts and diamonds, right?

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Would you pick hearts or diamonds?

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- Hearts.
- Hearts,

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And then Harts there's
two, three, four, five,

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six, seven, eight, nine,
ten, jack, king, queen, ace.

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Let's split it at six and go down

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and seven and go up.

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Would you pick the big
ones or the little ones?

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- Big.
- The big ones

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which leaves us two, three,
four, five and six, right?

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Would you pick the even
ones of two, four and six

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or would you pick the odd
ones of three and five?

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- Three and five?
- You'd pick three and five,

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which would leave us
two, four and six, right?

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So, would you pick the two and the four,

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which is six or would you
pick the six of hearts?

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- Six.
- The six of hearts.

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That leaves us two of
hearts and four of hearts.

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Would you pick the red four of hearts

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or would you pick the red two of hearts?

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- Two.

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- You'd pick the two,

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which would leave us the
four of hearts, right?

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- Mm-hm.

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- So, that's why I wrote four of hearts

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on this piece of paper before we ever met.

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(Christina laughs)

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I did.

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Now, the reason that I show you that,

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that parlor trick, if you will,

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is because if we are focused
on the outcome that we want,

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we will get there.

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But if you and I had started talking

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and I said, well, where you wanna go?

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And I've got 52 choices on
how to get there, right?

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'Cause as an entrepreneur,

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you have a million choices.

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And you're never gonna
make the perfect decision,

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but you gotta make a decision
and then make it perfect.

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Fair enough?

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But what happens is we
get focused on the problem

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and I say, tell me a card

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and you go, king of diamonds

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and I go, oh no, that's not it.

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And then we, right?

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We'd have to go through 52 choices.

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So, through this process of elimination,

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that's how I got you to
say what I wrote down,

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which was four of hearts.

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It's that simple.

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Focus on what you do want.
- That is really neat.

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- You think?

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- I like that.
- Isn't that fun?

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- I think that is really neat.

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That is a really good example.

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I like that.
- Thank you.

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- I know after I had read that
part about FOTO in your book,

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what that made me kind of mindful of,

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and bear mind I got two teenagers

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learning to drive right now,

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so hoo-oo-oo.
(Charlie laughs)

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But it's like, you're telling
'em how to stay on the road

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and it's like, you don't
look right in front of you.

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You look further out to
where you want to go.

00:08:44.435 --> 00:08:45.268
- Right?

00:08:45.268 --> 00:08:47.550
- It's like not so far out
that you are getting lost,

00:08:47.550 --> 00:08:49.440
but far enough out towards the horizon,

00:08:49.440 --> 00:08:50.490
you have a plan for getting there.

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And if you ever stop
looking at the horizon,

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that's where you start
going off the road. (laughs)

00:08:53.700 --> 00:08:54.533
- That's right.

00:08:54.533 --> 00:08:57.450
Because you see that anxiety,
which creates a problem.

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And what happens with a lot of people

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and buckle in and listen to this.

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'Cause when I heard this, I went,

00:09:04.110 --> 00:09:06.240
oh my God, that's really smart.

00:09:06.240 --> 00:09:07.650
What happens is a lot of people

00:09:07.650 --> 00:09:10.020
solve the anxiety around the problem.

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They don't solve the problem.

00:09:13.110 --> 00:09:14.160
- Yep.
- Right?

00:09:14.160 --> 00:09:15.330
- Well, it's kinda like in marketing,

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we talk about the bandaid and the cure.

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- Mm-hm.

00:09:18.591 --> 00:09:22.428
- And for most people you
have to sell the bandaid

00:09:22.428 --> 00:09:25.180
and then you have to earn the
right to prescribe the cure.

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- There you go.

00:09:26.597 --> 00:09:27.430
There you go.

00:09:27.430 --> 00:09:28.590
That's good.
- 'Cause nobody really knows

00:09:28.590 --> 00:09:30.439
what it is they actually need.

00:09:30.439 --> 00:09:31.272
They just,

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they have a problem and
they wanna solve it.

00:09:32.820 --> 00:09:34.290
They have a skinned knee

00:09:34.290 --> 00:09:35.833
and they want you to put a bandaid on it

00:09:35.833 --> 00:09:37.950
so that it immediately feels better.

00:09:37.950 --> 00:09:38.970
But we know that doesn't,

00:09:38.970 --> 00:09:40.410
it's not gonna heal the skinned knee.

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- Right.

00:09:41.243 --> 00:09:42.420
- It's not gonna make it all better.

00:09:42.420 --> 00:09:43.253
- Right.

00:09:43.253 --> 00:09:45.270
- But it's gonna make them
feel better about it right now,

00:09:45.270 --> 00:09:47.697
so that now we can talk
about how do we heal that.

00:09:47.697 --> 00:09:50.220
- So, what happens is
they is they meet somebody

00:09:50.220 --> 00:09:51.660
that's talkative and outgoing

00:09:51.660 --> 00:09:54.300
and they hire 'em as a salesperson.

00:09:54.300 --> 00:09:55.260
And then they figure out

00:09:55.260 --> 00:09:57.420
that that person won't go talk to anybody

00:09:57.420 --> 00:10:00.180
'cause they're scared to get
outside their own office.

00:10:00.180 --> 00:10:01.013
Right?

00:10:01.013 --> 00:10:02.970
They have an emotional short circuit.

00:10:02.970 --> 00:10:04.050
And so, what they've done

00:10:04.050 --> 00:10:06.360
is they've solved the
anxiety around the problem.

00:10:06.360 --> 00:10:08.253
They hired the wrong person.

00:10:11.040 --> 00:10:14.490
So, I use an objective
process to help hire people

00:10:14.490 --> 00:10:17.130
so that we hire the right person.

00:10:17.130 --> 00:10:19.470
'cause I deal off of the three Ps.

00:10:19.470 --> 00:10:20.760
You gotta have the right people.

00:10:20.760 --> 00:10:22.410
You gotta have the right process.

00:10:22.410 --> 00:10:24.600
And you gotta have the right plan.

00:10:24.600 --> 00:10:27.030
And if you don't have
those three Ps in place,

00:10:27.030 --> 00:10:28.260
you'll have a fourth P.

00:10:28.260 --> 00:10:30.453
And that fourth P is problems.

00:10:31.590 --> 00:10:33.300
I hit,
(Christina laughs)

00:10:33.300 --> 00:10:34.233
Fair enough?

00:10:35.430 --> 00:10:36.263
- Yep.

00:10:37.110 --> 00:10:41.610
- And when Whole Foods sold to Amazon,

00:10:41.610 --> 00:10:46.610
I think they sold to Amazon
for 14.3 billion, with a B.

00:10:46.950 --> 00:10:47.783
Somethin' like that.

00:10:47.783 --> 00:10:50.190
It was north of 14 billion.

00:10:50.190 --> 00:10:52.500
Well, as I was doing some
research for my book,

00:10:52.500 --> 00:10:54.000
I also found a company

00:10:54.000 --> 00:10:56.580
that I know the people
that started the company

00:10:56.580 --> 00:11:00.160
and they started about the
same time as Whole Foods

00:11:01.110 --> 00:11:06.110
and the same time that Whole
Foods was bought by Amazon,

00:11:07.530 --> 00:11:11.100
this other company that did
the same thing Whole Foods did

00:11:11.100 --> 00:11:12.423
went out of business.

00:11:13.770 --> 00:11:15.660
And they quoted the owner of it,

00:11:15.660 --> 00:11:17.520
the owner's daughter, in
the "Business Journal".

00:11:17.520 --> 00:11:19.620
And she said, I don't
know what I'm gonna do.

00:11:19.620 --> 00:11:21.990
She said, I always thought I
would be here till I retire,

00:11:21.990 --> 00:11:22.823
but I'm not.

00:11:22.823 --> 00:11:24.000
I guess God has a plan for me,

00:11:24.000 --> 00:11:24.990
but I don't know what it is.

00:11:24.990 --> 00:11:26.940
I wish I did, but I don't.

00:11:26.940 --> 00:11:28.050
And the difference between

00:11:28.050 --> 00:11:31.140
somebody selling out
for 14 billion dollars

00:11:31.140 --> 00:11:33.960
and somebody closing
out and just being done

00:11:33.960 --> 00:11:36.930
and giving up the ghost and
going to work for somebody else,

00:11:36.930 --> 00:11:40.473
is the people, the plan and the process.

00:11:41.310 --> 00:11:44.850
So, I would encourage your
listeners to think about that

00:11:44.850 --> 00:11:47.730
and get focused on that
outcome of what they do want,

00:11:47.730 --> 00:11:48.900
because most people are real good

00:11:48.900 --> 00:11:51.060
about telling us what they don't want.

00:11:51.060 --> 00:11:54.870
You know, if you ask your spouse,

00:11:54.870 --> 00:11:56.070
where you wanna go for
dinner and they'll say,

00:11:56.070 --> 00:11:57.330
Well, I don't want Mexican food.

00:11:57.330 --> 00:11:59.670
No, I didn't ask you what you don't want.

00:11:59.670 --> 00:12:01.140
I ask you what you want.

00:12:01.140 --> 00:12:04.110
And most people can tell
us what they don't want

00:12:04.110 --> 00:12:05.823
rather than what they do want.

00:12:07.830 --> 00:12:08.940
- That is so funny.

00:12:08.940 --> 00:12:09.900
When you mention that,

00:12:09.900 --> 00:12:11.460
what immediately came to mind for me

00:12:11.460 --> 00:12:13.560
was a TikTok video I saw once

00:12:13.560 --> 00:12:16.710
of teaching husbands how to
do better with their wives

00:12:16.710 --> 00:12:17.543
and how to manage them.

00:12:17.543 --> 00:12:19.740
It was specifically that thing.

00:12:19.740 --> 00:12:21.916
He did exactly what you just
did to me with the cards.

00:12:21.916 --> 00:12:22.890
(Charlie laughs)

00:12:22.890 --> 00:12:23.723
And he asked his,

00:12:23.723 --> 00:12:25.650
he gave her like a selection of choices

00:12:25.650 --> 00:12:27.840
and made her pick one or pick two.

00:12:27.840 --> 00:12:30.780
And then he like added some other choices.

00:12:30.780 --> 00:12:31.743
And then I saw another one

00:12:31.743 --> 00:12:34.020
where he knew where he wanted her to go.

00:12:34.020 --> 00:12:35.310
And he knew that he was talking about food

00:12:35.310 --> 00:12:36.793
but he didn't tell her food.

00:12:36.793 --> 00:12:37.626
- Okay.

00:12:37.626 --> 00:12:39.270
- He was like, do you
wanna go east or west?

00:12:39.270 --> 00:12:40.103
- Yeah.

00:12:40.103 --> 00:12:42.060
- Do you wanna like sit
outside, sit inside?

00:12:42.060 --> 00:12:42.893
Do you want to,

00:12:42.893 --> 00:12:44.670
and start thinking about the experience,

00:12:44.670 --> 00:12:46.680
but it was like how to get your wife

00:12:46.680 --> 00:12:48.420
to go eat where you wanna go eat.

00:12:48.420 --> 00:12:49.890
And he was doing the exact same thing

00:12:49.890 --> 00:12:51.480
you just did with the cards. (laughs)

00:12:51.480 --> 00:12:52.597
- I had a late,

00:12:52.597 --> 00:12:54.930
So, in the sales business years ago,

00:12:54.930 --> 00:12:56.220
and people don't do this anymore,

00:12:56.220 --> 00:12:58.440
but it was called the alternate advance.

00:12:58.440 --> 00:13:02.130
That it doesn't matter when
you're settin' an appointment,

00:13:02.130 --> 00:13:03.507
do you wanna come in the
morning or the afternoon?

00:13:03.507 --> 00:13:04.770
Oh, well I can't come in the morning

00:13:04.770 --> 00:13:06.000
'cause I gotta get my hair dyed blue,

00:13:06.000 --> 00:13:07.320
but I wanna come in the afternoon.

00:13:07.320 --> 00:13:08.310
So, I'll come in the afternoon.

00:13:08.310 --> 00:13:10.140
Well, it doesn't matter to
me when you want to come

00:13:10.140 --> 00:13:12.210
as long as you come to
the appointment, right?

00:13:12.210 --> 00:13:16.020
So, anyway, I was up in St. Joe, Missouri

00:13:16.020 --> 00:13:17.547
and I had this lady come up to me

00:13:17.547 --> 00:13:19.620
and I spent 20 years
in the banking business

00:13:19.620 --> 00:13:22.530
and 12 years of that was
stand in front of people,

00:13:22.530 --> 00:13:24.243
teaching them how to do what I do,

00:13:25.650 --> 00:13:28.320
which is connect the
dots and get things done.

00:13:28.320 --> 00:13:30.480
And this lady came up and she said,

00:13:30.480 --> 00:13:32.190
this stuff that you teach us works.

00:13:32.190 --> 00:13:33.023
And I said, really?

00:13:33.023 --> 00:13:33.856
How's it working?

00:13:33.856 --> 00:13:36.480
She said, you know, that is
called the alternate advance,

00:13:36.480 --> 00:13:37.950
so whichever you choose is right.

00:13:37.950 --> 00:13:38.790
She said, you know that?

00:13:38.790 --> 00:13:39.623
And I said, yeah.

00:13:39.623 --> 00:13:41.763
And she said, I haven't
cooked in six months.

00:13:42.678 --> 00:13:44.190
(both laugh)

00:13:44.190 --> 00:13:47.253
She said, I told my husband that,

00:13:48.931 --> 00:13:50.850
And what I did was I said,

00:13:50.850 --> 00:13:51.683
I taught 'em this.

00:13:51.683 --> 00:13:54.840
I said, here's how to not have to cook.

00:13:54.840 --> 00:13:56.340
What does your husband not like?

00:13:56.340 --> 00:13:58.890
And she said, he doesn't
like liver and onions.

00:13:58.890 --> 00:13:59.730
I said, okay.

00:13:59.730 --> 00:14:01.230
And where does he like to eat?

00:14:01.230 --> 00:14:02.700
And she said, he loves to eat at Outback.

00:14:02.700 --> 00:14:03.750
And I said, okay.

00:14:03.750 --> 00:14:05.700
So you say, honey, all I've got out

00:14:05.700 --> 00:14:07.380
in the refrigerator is liver in onions,

00:14:07.380 --> 00:14:09.210
or we can go to Outback.

00:14:09.210 --> 00:14:10.140
What's he gonna choose?

00:14:10.140 --> 00:14:11.580
And she said, he's gonna choose Outback.

00:14:11.580 --> 00:14:13.260
And she said, and because of you,

00:14:13.260 --> 00:14:16.200
I haven't had to cook for six
months when I didn't want to.

00:14:16.200 --> 00:14:17.040
So, thank you.

00:14:17.040 --> 00:14:18.903
So, there you go.

00:14:18.903 --> 00:14:21.371
(Christina laughs)

00:14:21.371 --> 00:14:22.440
- Oh, that's,

00:14:22.440 --> 00:14:23.970
I love tying business stuff back

00:14:23.970 --> 00:14:25.680
to things that also work in real life

00:14:25.680 --> 00:14:28.740
because it feels like when
we put our business hat on,

00:14:28.740 --> 00:14:30.660
somehow we stop being the same humans

00:14:30.660 --> 00:14:32.580
we are out in real life most of the time.

00:14:32.580 --> 00:14:33.413
- Right.

00:14:33.413 --> 00:14:34.980
- It's such an interesting phenomenon.

00:14:34.980 --> 00:14:36.840
It's like when there's so much overlap.

00:14:36.840 --> 00:14:37.673
It's so crazy.

00:14:37.673 --> 00:14:38.565
- Well, see,

00:14:38.565 --> 00:14:39.930
- Now, I know we talked about processes

00:14:39.930 --> 00:14:42.780
and in your book you have
the seven layer process.

00:14:42.780 --> 00:14:44.190
- I do.

00:14:44.190 --> 00:14:46.080
- And I think we're kind
of dancing around that.

00:14:46.080 --> 00:14:47.040
- Okay.
- But do you wanna like

00:14:47.040 --> 00:14:48.630
allude to that specifically?

00:14:48.630 --> 00:14:49.780
- Yeah so, when I work with,

00:14:49.780 --> 00:14:52.110
So the people I work with, typically,

00:14:52.110 --> 00:14:54.180
are professional services people

00:14:54.180 --> 00:14:56.610
who have all the technical skills

00:14:56.610 --> 00:14:57.510
in the world that they need.

00:14:57.510 --> 00:14:58.350
They're CPAs.

00:14:58.350 --> 00:14:59.183
They're accountants.

00:14:59.183 --> 00:15:00.016
They're bankers.

00:15:00.016 --> 00:15:03.450
They're commercial lenders
with credit analysis skills

00:15:03.450 --> 00:15:07.710
and all that won't do us any good

00:15:07.710 --> 00:15:10.830
if nobody knows who we are, right?

00:15:10.830 --> 00:15:13.860
You can be the greatest
entrepreneur out there but,

00:15:13.860 --> 00:15:16.080
obscurity is the scariest word out there

00:15:16.080 --> 00:15:19.140
because if you are the greatest there is

00:15:19.140 --> 00:15:20.070
but nobody knows it,

00:15:20.070 --> 00:15:21.990
it doesn't do you any good.

00:15:21.990 --> 00:15:24.930
And so, as I was developing this process,

00:15:24.930 --> 00:15:28.200
I was working with
people who were gonna go

00:15:28.200 --> 00:15:32.310
from the old way of doing
things through a transition

00:15:32.310 --> 00:15:35.643
when life changes over to
the new way of doing things.

00:15:36.660 --> 00:15:41.660
And so, what I do when I
first start this process,

00:15:41.730 --> 00:15:44.970
the first layer of this
business development process

00:15:44.970 --> 00:15:46.980
is to help them focus on the outcome

00:15:46.980 --> 00:15:49.017
so that they know what's comin'.

00:15:49.980 --> 00:15:52.560
So, when I relay these things

00:15:52.560 --> 00:15:55.260
to normal things that
happen in everyday life,

00:15:55.260 --> 00:15:58.080
like teaching the lady, how to not cook,

00:15:58.080 --> 00:15:59.910
what I'm doing is getting her to focus.

00:15:59.910 --> 00:16:02.220
This is how you're gonna
be able to do your job

00:16:02.220 --> 00:16:06.180
is that you don't need to
become somebody else to do this.

00:16:06.180 --> 00:16:08.490
You can just take who
you are and what you have

00:16:08.490 --> 00:16:12.030
and learn a few things that
work and be successful.

00:16:12.030 --> 00:16:13.470
That's what I've done for 40 years

00:16:13.470 --> 00:16:16.020
is teach people how to do the undoable

00:16:16.020 --> 00:16:18.210
because trust me, accountants would all

00:16:18.210 --> 00:16:21.030
rather look at spreadsheets
than strangers.

00:16:21.030 --> 00:16:23.490
And architects would all
rather draw buildings

00:16:23.490 --> 00:16:25.653
than talk to somebody they don't know.

00:16:27.000 --> 00:16:28.980
And so, that's my first step

00:16:28.980 --> 00:16:31.650
is focus on the outcome and
figure out what it is you want.

00:16:31.650 --> 00:16:33.390
And I've had people come
up and say, you know,

00:16:33.390 --> 00:16:35.280
I'm not gonna, (groans)

00:16:35.280 --> 00:16:36.240
I wanna draw buildings.

00:16:36.240 --> 00:16:37.560
I don't wanna do this.

00:16:37.560 --> 00:16:39.570
And then they have a choice to make.

00:16:39.570 --> 00:16:40.403
But that's okay.

00:16:40.403 --> 00:16:41.850
They can make that choice.

00:16:41.850 --> 00:16:45.048
And I do a lot of work around
Karpman's drama triangle,

00:16:45.048 --> 00:16:47.970
and how to manage your way through that

00:16:47.970 --> 00:16:50.160
rather than being a victim
and blah, blah, blah.

00:16:50.160 --> 00:16:53.160
But anyway, the first step
is focus on the outcome.

00:16:53.160 --> 00:16:54.990
And then, the second step

00:16:54.990 --> 00:16:58.020
is helping them manage that
transition when life changes.

00:16:58.020 --> 00:17:00.270
I was standing in the airport
in St. Louis one night

00:17:00.270 --> 00:17:02.460
talking to a lady that
the bank she worked for

00:17:02.460 --> 00:17:06.120
had just bought a bank with 178 employees.

00:17:06.120 --> 00:17:06.953
And I said, Betty,

00:17:06.953 --> 00:17:08.520
what are you gonna do for those employees?

00:17:08.520 --> 00:17:10.350
And she said, well, next Tuesday,

00:17:10.350 --> 00:17:13.500
I'm going out and
teaching 'em the products.

00:17:13.500 --> 00:17:15.330
And I said, no, what are you
gonna do for the employees?

00:17:15.330 --> 00:17:16.770
And she said, next week,

00:17:16.770 --> 00:17:18.570
I'm gonna go out and
teach 'em the products.

00:17:18.570 --> 00:17:20.116
And I said, Betty, I'm not deaf.

00:17:20.116 --> 00:17:20.949
(Christina laughs)

00:17:20.949 --> 00:17:21.930
I heard ya.

00:17:21.930 --> 00:17:25.710
But what you're doing
is that's for the bank.

00:17:25.710 --> 00:17:27.720
What we wanna do is do
something for these people

00:17:27.720 --> 00:17:31.110
and help them manage this
transition of when life changes

00:17:31.110 --> 00:17:33.690
because that transition
is all that internal noise

00:17:33.690 --> 00:17:35.523
that we hear about,

00:17:36.660 --> 00:17:37.740
that self talk we hear,

00:17:37.740 --> 00:17:40.740
which is, it's dangerous.

00:17:40.740 --> 00:17:42.900
Banks are real good about handling change

00:17:42.900 --> 00:17:45.060
and teaching you new loan documentation

00:17:45.060 --> 00:17:48.120
and new products and new,

00:17:48.120 --> 00:17:50.400
here's how you answer the
phone and here's the pin.

00:17:50.400 --> 00:17:52.230
And here's what, you know?

00:17:52.230 --> 00:17:54.000
But they're not real good
about helping people.

00:17:54.000 --> 00:17:56.400
They weren't, anyway, real
good about helping people

00:17:56.400 --> 00:17:58.710
through that emotional turmoil

00:17:58.710 --> 00:18:02.097
of going from what was to what is.

00:18:02.097 --> 00:18:06.420
And so then I start left of hello.

00:18:06.420 --> 00:18:07.800
And what I do is I help people

00:18:07.800 --> 00:18:09.870
get through an emotional short circuit

00:18:09.870 --> 00:18:14.430
that occurs before we
say hello to somebody,

00:18:14.430 --> 00:18:15.263
that keeps,

00:18:15.263 --> 00:18:16.920
That emotional short circuit keeps us

00:18:16.920 --> 00:18:19.350
from saying hello to that person.

00:18:19.350 --> 00:18:21.450
And what we can do is we cope,

00:18:21.450 --> 00:18:23.430
or we can do, but we can't do both.

00:18:23.430 --> 00:18:26.760
We can make sales calls
or we can make excuses.

00:18:26.760 --> 00:18:29.370
And so those excuses manifest themselves

00:18:29.370 --> 00:18:32.040
in driving around the
block just one more time

00:18:32.040 --> 00:18:34.350
or saying, oh, that's Christina Hooper.

00:18:34.350 --> 00:18:36.057
I don't wanna bother her.

00:18:36.057 --> 00:18:36.933
I'll go,

00:18:37.830 --> 00:18:39.420
She's busy, right?

00:18:39.420 --> 00:18:40.980
She's busy.

00:18:40.980 --> 00:18:43.890
And so, we do that and
we make these excuses

00:18:43.890 --> 00:18:46.560
rather than making our
competencies visible.

00:18:46.560 --> 00:18:48.960
Because if we don't say
hello to enough people

00:18:48.960 --> 00:18:51.490
or make our competency of our organization

00:18:52.380 --> 00:18:54.690
visible to enough people,

00:18:54.690 --> 00:18:58.623
we'll be obscure and
we won't be successful.

00:18:59.520 --> 00:19:01.140
I have a friend that I know

00:19:01.140 --> 00:19:03.370
that has been salesman of the month

00:19:04.560 --> 00:19:08.400
at the business he's in,
for 98 months in a row.

00:19:08.400 --> 00:19:09.330
And this guy,

00:19:09.330 --> 00:19:11.122
- Oh, wow.
- I think about that.

00:19:11.122 --> 00:19:13.560
And they're all on straight commission

00:19:13.560 --> 00:19:15.630
and 98 months in a row.

00:19:15.630 --> 00:19:16.860
And he is a great,

00:19:16.860 --> 00:19:19.530
what I call a natural self-promoter.

00:19:19.530 --> 00:19:20.970
And if you think about the people

00:19:20.970 --> 00:19:23.010
who are the most successful,

00:19:23.010 --> 00:19:26.280
if I ask you, name some singers

00:19:26.280 --> 00:19:29.580
or name somebody that's famous,

00:19:29.580 --> 00:19:31.620
you would name somebody that's visible.

00:19:31.620 --> 00:19:32.580
You wouldn't name somebody

00:19:32.580 --> 00:19:35.160
that's the most technically competent.

00:19:35.160 --> 00:19:39.180
You would name the person
that is the most well known.

00:19:39.180 --> 00:19:40.530
You know?

00:19:40.530 --> 00:19:43.890
So, I help them start left of hello.

00:19:43.890 --> 00:19:45.510
Because if you don't say
hello to enough people,

00:19:45.510 --> 00:19:47.250
you're not gonna be successful.

00:19:47.250 --> 00:19:49.230
And then the next three steps are

00:19:49.230 --> 00:19:52.530
to get in the hello to infinity and beyond

00:19:52.530 --> 00:19:55.020
where we say hello and
then what do we say?

00:19:55.020 --> 00:19:57.060
And we have to understand story structure.

00:19:57.060 --> 00:19:59.100
We have to understand,

00:19:59.100 --> 00:20:01.290
Randy Olson's big on talking about

00:20:01.290 --> 00:20:03.870
the and button therefore
of story structure

00:20:03.870 --> 00:20:05.940
and the 65 words you start out with

00:20:05.940 --> 00:20:07.590
that gets people bobbin' in their head

00:20:07.590 --> 00:20:09.570
and getting them going, yes, tell me more.

00:20:09.570 --> 00:20:10.403
Really?

00:20:10.403 --> 00:20:11.580
Wow, how do you do that?

00:20:11.580 --> 00:20:12.780
And they want to hear what you do

00:20:12.780 --> 00:20:14.910
and how you're different
than everybody else.

00:20:14.910 --> 00:20:17.340
And then I teach people
the prospecting cadence,

00:20:17.340 --> 00:20:18.900
because we have to have
the right prospect.

00:20:18.900 --> 00:20:20.760
For instance, when I'm
working with a bank,

00:20:20.760 --> 00:20:23.400
we can't have send these
commercial lenders out

00:20:23.400 --> 00:20:26.010
to look for prospects

00:20:26.010 --> 00:20:28.800
that don't fit what the
bank wants as far as loans,

00:20:28.800 --> 00:20:30.930
so we define what the prospects look like

00:20:30.930 --> 00:20:32.550
for the organization

00:20:32.550 --> 00:20:34.830
and then we define the prospects

00:20:34.830 --> 00:20:36.600
that are right for that person.

00:20:36.600 --> 00:20:38.850
So, we have a prospecting cadence,

00:20:38.850 --> 00:20:41.940
and I call 'em cadences
'cause it's like a drum line.

00:20:41.940 --> 00:20:44.010
I like drum lines because they're all,

00:20:44.010 --> 00:20:45.030
there are 10 people standing there

00:20:45.030 --> 00:20:46.860
doing exactly the same thing

00:20:46.860 --> 00:20:50.790
and it's because they've
learned that cadence.

00:20:50.790 --> 00:20:52.470
And so, a prospecting cadence,

00:20:52.470 --> 00:20:54.030
and then that engagement cadence

00:20:54.030 --> 00:20:56.910
where we're doing the story structure

00:20:56.910 --> 00:20:58.650
and asking the right questions.

00:20:58.650 --> 00:21:02.190
And back in the day they used to confuse

00:21:02.190 --> 00:21:04.980
professional services
sales with product sales

00:21:04.980 --> 00:21:07.230
and people would talk about,

00:21:07.230 --> 00:21:09.330
They'd say, oh, open
probes and closed probes

00:21:09.330 --> 00:21:10.590
will lead you to success.

00:21:10.590 --> 00:21:15.090
And that's not true because
that's a product sales cycle

00:21:15.090 --> 00:21:17.340
rather than a service cycle.

00:21:17.340 --> 00:21:19.860
So, we teach 'em the
right questions to ask

00:21:19.860 --> 00:21:21.000
that lead to success.

00:21:21.000 --> 00:21:22.667
And then we have to have
a follow up cadence,

00:21:22.667 --> 00:21:25.110
'cause I don't know how
it is in your business,

00:21:25.110 --> 00:21:27.810
but in all the businesses I work with,

00:21:27.810 --> 00:21:30.690
you don't sell something
the first time, every time.

00:21:30.690 --> 00:21:32.178
Usually you leave a bunch of it, right?

00:21:32.178 --> 00:21:33.011
(Christina laughs)

00:21:33.011 --> 00:21:34.200
I mean, it just doesn't happen.

00:21:34.200 --> 00:21:36.090
'Cause nobody answers their phone anymore.

00:21:36.090 --> 00:21:37.650
Fair enough?

00:21:37.650 --> 00:21:38.610
And so,
- Yep.

00:21:38.610 --> 00:21:41.310
- So, we have a follow up
cadence so that we stay in touch.

00:21:41.310 --> 00:21:44.790
Because what happens is,
you'll run into people,

00:21:44.790 --> 00:21:47.610
We do that through
accountability and consistency

00:21:47.610 --> 00:21:49.140
in my embrACe model.

00:21:49.140 --> 00:21:52.080
It's every week we have a
meeting with these people

00:21:52.080 --> 00:21:53.670
and we find out what we have done

00:21:53.670 --> 00:21:56.700
to advance the process of the call.

00:21:56.700 --> 00:21:58.170
What have we done to make things

00:21:58.170 --> 00:21:59.880
move closer to gettin' something done.

00:21:59.880 --> 00:22:01.650
And maybe the gettin' something done's

00:22:01.650 --> 00:22:03.540
figure out how they're not a fit.

00:22:03.540 --> 00:22:04.683
We don't want 'em,

00:22:05.610 --> 00:22:10.170
but we're not just continuing
to kick the can down the road.

00:22:10.170 --> 00:22:12.780
And so, that's the seven step process

00:22:12.780 --> 00:22:14.640
and it works

00:22:14.640 --> 00:22:17.100
and it helps people understand

00:22:17.100 --> 00:22:20.100
it takes that undoable,
'cause they don't know.

00:22:20.100 --> 00:22:21.780
They don't know what to do.

00:22:21.780 --> 00:22:23.310
And I tell people all the time

00:22:23.310 --> 00:22:26.190
that a confused mind says, no.

00:22:26.190 --> 00:22:29.400
And if they don't understand this process,

00:22:29.400 --> 00:22:31.470
that we're gonna start
first by helping you

00:22:31.470 --> 00:22:33.450
understand the transition
you're going through

00:22:33.450 --> 00:22:34.320
and then we're gonna go through

00:22:34.320 --> 00:22:36.660
prospecting, engagement and follow up,

00:22:36.660 --> 00:22:39.360
so that you really
understand what you're doin'.

00:22:39.360 --> 00:22:40.860
If they don't know that process,

00:22:40.860 --> 00:22:43.560
then they're just gonna
go, well, I'm lost.

00:22:43.560 --> 00:22:44.430
I don't know how to do that.

00:22:44.430 --> 00:22:45.263
I'm not goin',

00:22:45.263 --> 00:22:46.923
'cause they're fearful.

00:22:48.060 --> 00:22:48.893
They fear their,

00:22:48.893 --> 00:22:51.040
- Yeah, I think there's so
much truth to all of that.

00:22:51.040 --> 00:22:52.920
Like, I'm sitting here nodding my head.

00:22:52.920 --> 00:22:54.087
I feel like one of those little waterbirds

00:22:54.087 --> 00:22:54.920
(Charlie laughs)

00:22:54.920 --> 00:22:56.640
'cause I like agree with
everything you're saying.

00:22:56.640 --> 00:22:57.680
- Yeah.
- I just need,

00:22:57.680 --> 00:22:59.460
I need to put my cup of water
over here in front of me.

00:22:59.460 --> 00:23:00.300
And just,

00:23:00.300 --> 00:23:01.170
- There you go.

00:23:01.170 --> 00:23:02.003
There you go.

00:23:02.003 --> 00:23:02.974
Well,

00:23:02.974 --> 00:23:04.380
- There we go.
- that's what you want.

00:23:04.380 --> 00:23:06.060
People deal outta two buckets.

00:23:06.060 --> 00:23:07.470
They deal out of an emotion bucket

00:23:07.470 --> 00:23:09.570
and they deal out of a logic bucket.

00:23:09.570 --> 00:23:11.040
And what happens with a lot of people

00:23:11.040 --> 00:23:13.200
that have all these technical skills

00:23:13.200 --> 00:23:16.440
is they want to impress
people by how much they know

00:23:16.440 --> 00:23:19.200
and they talk to 'em out
of their logic bucket.

00:23:19.200 --> 00:23:21.390
And that does not draw people in

00:23:21.390 --> 00:23:23.550
and get them engaged in your story.

00:23:23.550 --> 00:23:26.310
So, we want to deal out
of the emotion bucket

00:23:26.310 --> 00:23:28.410
and we want to connect with people

00:23:28.410 --> 00:23:29.970
and I teach people how to do that

00:23:29.970 --> 00:23:31.710
through their story structure.

00:23:31.710 --> 00:23:33.964
I was working with some
architects the other day

00:23:33.964 --> 00:23:36.420
and they were presenting some stuff.

00:23:36.420 --> 00:23:37.950
And I said, you guys sound like

00:23:37.950 --> 00:23:41.880
you're talking about the 1609 on the 2304.

00:23:41.880 --> 00:23:43.162
And they looked at me and I said,

00:23:43.162 --> 00:23:46.440
see, nobody knows what
you're talking about but you.

00:23:46.440 --> 00:23:48.270
Now, I know that's real impressive to you,

00:23:48.270 --> 00:23:50.820
but until you get these people engaged,

00:23:50.820 --> 00:23:55.050
because people buy things
emotionally and then justify it.

00:23:55.050 --> 00:23:55.883
Right?

00:23:55.883 --> 00:23:56.850
Logically.

00:23:56.850 --> 00:23:58.110
- Yep.
- And so,

00:23:58.110 --> 00:24:01.290
if you're tellin' 'em
about the 2309 on the 1604,

00:24:01.290 --> 00:24:02.123
they're sitting there goin',

00:24:02.123 --> 00:24:04.230
I don't know what he's talking about.

00:24:04.230 --> 00:24:05.670
And then what happens is

00:24:05.670 --> 00:24:08.100
if you don't really
think through your story

00:24:08.100 --> 00:24:09.870
and build some structure to it,

00:24:09.870 --> 00:24:11.820
it starts growin' and growin' and growin'

00:24:11.820 --> 00:24:15.150
and they start saying and, and, and, and.

00:24:15.150 --> 00:24:16.920
And they just keep making the story bigger

00:24:16.920 --> 00:24:19.710
'cause they're trying to
impress rather than explain.

00:24:19.710 --> 00:24:22.170
They're trying to convince
rather than connect.

00:24:22.170 --> 00:24:24.030
And you want people to connect with you.

00:24:24.030 --> 00:24:26.530
And the way they connect
is through these stories.

00:24:27.720 --> 00:24:28.680
- Yep.

00:24:28.680 --> 00:24:30.960
Well, and I mean that leads back to like

00:24:30.960 --> 00:24:33.660
StoryBrand and kind of
what they teach over there.

00:24:33.660 --> 00:24:35.490
Like I'm a Business Made Simple coach

00:24:35.490 --> 00:24:38.460
and be a StoryBrand
Certified Guide next month.

00:24:38.460 --> 00:24:42.675
But you know, you're supposed
to be the guide, not the hero.

00:24:42.675 --> 00:24:43.508
- Yeah.

00:24:43.508 --> 00:24:45.450
- If you're talking about
your features and services,

00:24:45.450 --> 00:24:49.860
then you're trying to make
yourself the hero of their story

00:24:49.860 --> 00:24:52.200
when you're supposed to guide
them and they're the hero.

00:24:52.200 --> 00:24:53.520
You're telling their story.

00:24:53.520 --> 00:24:54.353
- Right.

00:24:54.353 --> 00:24:56.040
- Like I hearken it back to,

00:24:56.040 --> 00:24:58.560
story came from like so far back,

00:24:58.560 --> 00:25:00.900
like before we ever even could write,

00:25:00.900 --> 00:25:03.810
we gathered around a
campfire and told a story.

00:25:03.810 --> 00:25:05.190
And if the person telling the story

00:25:05.190 --> 00:25:06.754
turned it into a biography,

00:25:06.754 --> 00:25:08.970
(Charlie laughs)
- you get bored real fast.

00:25:08.970 --> 00:25:09.930
- Yeah.
You know? (laughs)

00:25:09.930 --> 00:25:10.763
- Exactly.

00:25:10.763 --> 00:25:15.060
- Usually they're tellin' the
story of some great warrior

00:25:15.060 --> 00:25:18.540
who went out and defeated
the mighty mammoth

00:25:18.540 --> 00:25:21.060
and fed the village for all of the winter.

00:25:21.060 --> 00:25:24.300
And your role is help them find the spear.

00:25:24.300 --> 00:25:26.760
Help them find the valley

00:25:26.760 --> 00:25:29.130
they can lure the mammoth
into to capture it.

00:25:29.130 --> 00:25:30.510
Like you're supposed to guide them

00:25:30.510 --> 00:25:32.970
on how they can take the
mammoth back to the village

00:25:32.970 --> 00:25:35.850
and save the day for the
village for the winter.

00:25:35.850 --> 00:25:39.510
You're not supposed to go
kill the mammoth. (laughs)

00:25:39.510 --> 00:25:40.740
- Good job.

00:25:40.740 --> 00:25:42.422
- See, told a story on
how to tell stories.

00:25:42.422 --> 00:25:43.255
- That's right.

00:25:43.255 --> 00:25:44.471
That's right.

00:25:44.471 --> 00:25:46.170
(Christina laughs)

00:25:46.170 --> 00:25:47.430
I used to work with a person

00:25:47.430 --> 00:25:49.380
and every time I'd explain
something like that,

00:25:49.380 --> 00:25:53.010
she'd go, well, I hadn't
thought of that. (laughs)

00:25:53.010 --> 00:25:55.200
And that the reason that
people don't think of that

00:25:55.200 --> 00:25:56.700
is because they go to work

00:25:56.700 --> 00:25:58.470
and they go to work on processes

00:25:58.470 --> 00:25:59.910
and they go to work on systems

00:25:59.910 --> 00:26:02.250
and they they've gotta
get things delivered.

00:26:02.250 --> 00:26:03.083
Right?

00:26:03.083 --> 00:26:04.530
And they've gotta take
care of the customers.

00:26:04.530 --> 00:26:05.370
Nobody goes,

00:26:05.370 --> 00:26:06.840
Not very many people go to work

00:26:06.840 --> 00:26:08.853
to think about how they think.

00:26:09.960 --> 00:26:13.170
And so, that's where they
run into all this drama

00:26:13.170 --> 00:26:14.700
that I talk about.

00:26:14.700 --> 00:26:16.050
They run into that drama

00:26:16.050 --> 00:26:18.030
because they don't think
about how they think

00:26:18.030 --> 00:26:21.060
and they deal out of the
dinosaur part of their brain,

00:26:21.060 --> 00:26:23.400
which just helps them survive.

00:26:23.400 --> 00:26:24.930
And that's where they get sucked down

00:26:24.930 --> 00:26:27.180
into that drama triangle,

00:26:27.180 --> 00:26:29.730
being a victim and looking for a rescuer

00:26:29.730 --> 00:26:31.410
and a persecutor

00:26:31.410 --> 00:26:34.500
who is somebody to blame
for their lot in life.

00:26:34.500 --> 00:26:36.090
And they get sucked down into that

00:26:36.090 --> 00:26:38.250
because they're just
surviving and reacting

00:26:38.250 --> 00:26:41.040
rather than dealing outta
their executive brain

00:26:41.040 --> 00:26:46.040
and thinkin' and makin'
decisions and movin' forward.

00:26:47.250 --> 00:26:49.470
- Yep, that was something
I realized about,

00:26:49.470 --> 00:26:52.410
oh gosh, probably 10, 11 years ago now.

00:26:52.410 --> 00:26:54.210
Been in business for about 15 years.

00:26:54.210 --> 00:26:56.550
That all of the mentors
that I was looking up to,

00:26:56.550 --> 00:26:59.790
all the people that I
wanted to be when I grew up,

00:26:59.790 --> 00:27:01.833
they were students of business.

00:27:02.850 --> 00:27:04.140
Like we like to see them as like,

00:27:04.140 --> 00:27:05.700
they just have this natural talent,

00:27:05.700 --> 00:27:08.245
but the biggest natural
talent they have is curiosity.

00:27:08.245 --> 00:27:09.078
(Charlie laughs)

00:27:09.078 --> 00:27:10.225
- Yes.
- And

00:27:10.225 --> 00:27:13.650
they go and they like put
this effort into learning.

00:27:13.650 --> 00:27:15.450
They learn and they build systems.

00:27:15.450 --> 00:27:17.400
And when those systems
fail, they learn more.

00:27:17.400 --> 00:27:19.230
And they keep asking questions

00:27:19.230 --> 00:27:21.090
and they're consuming books

00:27:21.090 --> 00:27:23.840
and they're watching podcasts
like this one, hopefully.

00:27:24.960 --> 00:27:26.970
And they're students of business.

00:27:26.970 --> 00:27:28.500
They're students of humanity.

00:27:28.500 --> 00:27:30.150
They're students of thought.

00:27:30.150 --> 00:27:31.440
They're trying to figure out

00:27:31.440 --> 00:27:33.930
why things work the way they do.

00:27:33.930 --> 00:27:35.220
It's like some of the
biggest entrepreneurs

00:27:35.220 --> 00:27:36.960
are the ones that took
apart VCRs to children.

00:27:36.960 --> 00:27:38.066
- Yes.

00:27:38.066 --> 00:27:39.850
(Christina laughs)
Yeah.

00:27:39.850 --> 00:27:42.630
I asked one of the two
brothers that started Pizza Hut

00:27:42.630 --> 00:27:44.520
and they, as I was telling you earlier,

00:27:44.520 --> 00:27:49.230
they grew from nothin' to
15,000 Pizza Hut restaurants.

00:27:49.230 --> 00:27:50.370
And I asked him,

00:27:50.370 --> 00:27:52.500
I said, did you ever think
it would get this big?

00:27:52.500 --> 00:27:55.457
And he said, we were tryin'
to get through college,

00:27:55.457 --> 00:27:58.500
and just figuring out
processes to make it work.

00:27:58.500 --> 00:28:00.840
And that's what got him to be able

00:28:00.840 --> 00:28:04.350
to serve pizza on the moon. (laughs)

00:28:04.350 --> 00:28:05.850
- Yep.
- Yeah.

00:28:05.850 --> 00:28:06.683
Yeah.

00:28:06.683 --> 00:28:08.964
- Oh, it's so crazy, like what's possible

00:28:08.964 --> 00:28:11.280
when you break it down and think about it

00:28:11.280 --> 00:28:13.500
and have the right people,

00:28:13.500 --> 00:28:15.333
have the right planning and
have the right processes.

00:28:15.333 --> 00:28:16.740
- Yes.
- And what's possible

00:28:16.740 --> 00:28:18.660
when you can put all that together.

00:28:18.660 --> 00:28:19.493
I know we have talked about,

00:28:19.493 --> 00:28:22.230
you have so many systems
and you have so many things,

00:28:22.230 --> 00:28:24.840
your seven layer process,
your embrace method, FOTO,

00:28:24.840 --> 00:28:26.370
all this cool stuff.

00:28:26.370 --> 00:28:29.040
So, if they want to work with you,

00:28:29.040 --> 00:28:30.810
who do you like to work with?

00:28:30.810 --> 00:28:31.800
What do you do?

00:28:31.800 --> 00:28:32.804
And where can they find you?

00:28:32.804 --> 00:28:33.637
- Oh, sweet.

00:28:33.637 --> 00:28:34.710
Thank you for askin'.

00:28:34.710 --> 00:28:35.700
So, I'm Charlie Moon.

00:28:35.700 --> 00:28:38.583
My website is GetCharlieMoon.com.

00:28:39.781 --> 00:28:41.070
(Christina laughs)
Okay?

00:28:41.070 --> 00:28:42.930
And the reason it is, for full disclosure,

00:28:42.930 --> 00:28:45.570
is Charlie Moon, I think
when I was buying websites,

00:28:45.570 --> 00:28:49.260
was $2,300 and GetCharlieMoon
was a lot cheaper.

00:28:49.260 --> 00:28:50.730
So, I bought GetCharlieMoon.

00:28:50.730 --> 00:28:52.560
But I thought, you know,
that's a good mantra

00:28:52.560 --> 00:28:53.610
is get Charlie Moon.

00:28:53.610 --> 00:28:55.410
So, go to that website

00:28:55.410 --> 00:28:57.360
and you can download my book for free.

00:28:57.360 --> 00:28:59.430
You can buy it off Amazon if you want to,

00:28:59.430 --> 00:29:01.890
but you can download it for free.

00:29:01.890 --> 00:29:06.420
And there's a business
development checkup on there.

00:29:06.420 --> 00:29:08.130
And what I would
encourage everybody to do,

00:29:08.130 --> 00:29:10.230
what it does is it really
sits you in your seat

00:29:10.230 --> 00:29:11.340
and makes you look at really

00:29:11.340 --> 00:29:12.840
what you're doing with
business development.

00:29:12.840 --> 00:29:16.200
'Cause a lot of people
that's on the back burner

00:29:16.200 --> 00:29:18.180
'cause they don't want
to go talk to strangers.

00:29:18.180 --> 00:29:19.920
They don't understand it.

00:29:19.920 --> 00:29:21.570
They may know a little bit about it.

00:29:21.570 --> 00:29:25.200
Chapter ten's about working
in your circle of competence

00:29:25.200 --> 00:29:27.900
and working in where
you know that you know.

00:29:27.900 --> 00:29:30.000
Warren Buffett doesn't
invest in businesses

00:29:30.000 --> 00:29:32.370
that he doesn't know that he knows.

00:29:32.370 --> 00:29:35.340
He invests in businesses that he knows.

00:29:35.340 --> 00:29:38.910
And so, the business development checkup

00:29:38.910 --> 00:29:40.860
looks at people, plan and process

00:29:40.860 --> 00:29:42.990
and helps you see if
you're doing a great job

00:29:42.990 --> 00:29:44.850
or not doing a good job at all.

00:29:44.850 --> 00:29:48.210
And I've had companies that I
work with score an 85 on that

00:29:48.210 --> 00:29:49.980
and they had a few things
that we could tune up

00:29:49.980 --> 00:29:52.350
and tinker with and make better.

00:29:52.350 --> 00:29:55.260
And then I've had
organizations that scored a 23

00:29:55.260 --> 00:29:57.180
and that was like, ew, you got, yeah.

00:29:57.180 --> 00:29:58.013
Here's what,

00:29:58.013 --> 00:29:59.940
Uh, this is not good.

00:29:59.940 --> 00:30:04.380
And it divides it up so
that it's manageable chunks

00:30:04.380 --> 00:30:07.290
so that they understand
what they really need to do.

00:30:07.290 --> 00:30:10.080
So, that business development
checkup is out there.

00:30:10.080 --> 00:30:11.370
There's also one in my book.

00:30:11.370 --> 00:30:13.020
If you wanna just do the paper copy

00:30:13.020 --> 00:30:15.780
and keep all those results
to yourself, that's fine.

00:30:15.780 --> 00:30:18.780
But if they wanna reach
out to me on my website

00:30:18.780 --> 00:30:20.700
and email me, they can do that.

00:30:20.700 --> 00:30:23.850
It's Charlie@GetCharlieMoon.com

00:30:23.850 --> 00:30:25.590
and they can reach out that way.

00:30:25.590 --> 00:30:28.455
They can do that business
development checkup.

00:30:28.455 --> 00:30:30.780
They can read the book for free

00:30:30.780 --> 00:30:35.190
and to just be a 100%
honest 100% of the time,

00:30:35.190 --> 00:30:37.530
so 10000% honest,

00:30:37.530 --> 00:30:39.300
if they can't figure out
how to get ahold of me,

00:30:39.300 --> 00:30:41.490
we probably don't wanna
work together. (laughs)

00:30:41.490 --> 00:30:42.596
That wasn't nice.

00:30:42.596 --> 00:30:44.853
(Christina laughs)

00:30:44.853 --> 00:30:46.290
So, I'm on LinkedIn.

00:30:46.290 --> 00:30:47.550
I'm on Facebook, blah, blah.

00:30:47.550 --> 00:30:48.570
You know all that stuff.

00:30:48.570 --> 00:30:51.240
So yeah, if somebody needs somethin'

00:30:51.240 --> 00:30:54.210
and welcome to email me
and just ask questions,

00:30:54.210 --> 00:30:56.880
because I think we're all
here to help each other

00:30:56.880 --> 00:30:59.630
and the more we help each
other, the better off we are.

00:31:00.990 --> 00:31:02.957
- Now, if somebody's listening to all this

00:31:02.957 --> 00:31:05.160
and they're like, okay, that
offer sounds really good

00:31:05.160 --> 00:31:07.890
to go do the audit, but I
done know I'm messed up.

00:31:07.890 --> 00:31:09.480
I was listening.

00:31:09.480 --> 00:31:10.530
I'm screwed up.
(Charlie laughs)

00:31:10.530 --> 00:31:12.060
Can we just fast track?

00:31:12.060 --> 00:31:14.760
What does working with
you actually look like?

00:31:14.760 --> 00:31:16.650
Like how do you help people?

00:31:16.650 --> 00:31:18.200
- Yeah so, the first thing we like to do

00:31:18.200 --> 00:31:19.920
is do the business development checkup

00:31:19.920 --> 00:31:22.170
to see what's going on.

00:31:22.170 --> 00:31:24.030
And then the second thing we do

00:31:24.030 --> 00:31:28.290
is the visibility management piece of it.

00:31:28.290 --> 00:31:31.020
So, if they are say a solo entrepreneur

00:31:31.020 --> 00:31:33.120
or there's somebody that needs to be

00:31:33.120 --> 00:31:35.280
the face of their organization,

00:31:35.280 --> 00:31:39.660
we run an assessment
and have them take this.

00:31:39.660 --> 00:31:40.740
And it is,

00:31:40.740 --> 00:31:42.930
there's two kinds of traits
that we look at in people.

00:31:42.930 --> 00:31:45.630
There are are traits
and there's do traits.

00:31:45.630 --> 00:31:47.220
And what this assessment does,

00:31:47.220 --> 00:31:49.203
and I've used it since 1991,

00:31:50.700 --> 00:31:54.330
that helps us understand
what this person will do.

00:31:54.330 --> 00:31:57.573
Will they make their competency visible?

00:31:59.195 --> 00:32:01.230
Will they use the phone?

00:32:01.230 --> 00:32:02.550
Will they ask for referrals?

00:32:02.550 --> 00:32:05.040
Will they spend all
their time getting ready?

00:32:05.040 --> 00:32:05.873
I mean, it just,

00:32:05.873 --> 00:32:07.260
it goes through 21 different things.

00:32:07.260 --> 00:32:10.623
So, we run those
assessments and get a good,

00:32:12.450 --> 00:32:14.580
we get a good look at what's going on,

00:32:14.580 --> 00:32:15.870
an objective viewpoint

00:32:15.870 --> 00:32:17.940
because we've all hired salespeople

00:32:17.940 --> 00:32:20.280
that were not good sales people

00:32:20.280 --> 00:32:21.500
or, you know,

00:32:21.500 --> 00:32:24.060
I was working with a
commercial broker the other day

00:32:24.060 --> 00:32:24.893
and he told me, he said, yeah,

00:32:24.893 --> 00:32:28.081
he said, I'm real bad about
letting myself off the hook.

00:32:28.081 --> 00:32:28.914
(Charlie laughs)

00:32:28.914 --> 00:32:29.747
And I went back and you know,

00:32:29.747 --> 00:32:30.772
(Christina laughs)

00:32:30.772 --> 00:32:31.605
and we do,

00:32:31.605 --> 00:32:34.680
so this is a quantifiable look at

00:32:34.680 --> 00:32:39.270
not only the person of what's going on,

00:32:39.270 --> 00:32:43.140
but also if we're hiring people,

00:32:43.140 --> 00:32:47.040
we get an objective viewpoint of 'em.

00:32:47.040 --> 00:32:50.520
Because I used to do a workshop

00:32:50.520 --> 00:32:53.290
called How to Hire Sales
People Without Gettin' Sold

00:32:54.180 --> 00:32:59.180
because they come in and sell
us on why we should hire 'em.

00:32:59.340 --> 00:33:01.680
And I was talking to a guy,

00:33:01.680 --> 00:33:03.420
that owned some radio stations, one time.

00:33:03.420 --> 00:33:04.410
He was eating his salad

00:33:04.410 --> 00:33:05.760
and he was looking down at the table

00:33:05.760 --> 00:33:07.560
and I said, yeah, I
used to do this workshop

00:33:07.560 --> 00:33:09.600
called How to Hire Sales
People Without Gettin' Sold.

00:33:09.600 --> 00:33:10.433
And he just looked up at me.

00:33:10.433 --> 00:33:12.390
It was like slow motion.

00:33:12.390 --> 00:33:15.600
I can still see his big
smile and oh my gosh face.

00:33:15.600 --> 00:33:18.000
Because he said, that's exactly what I do

00:33:18.000 --> 00:33:19.800
because we wanna hire 'em.

00:33:19.800 --> 00:33:21.060
We need somebody to do that

00:33:21.060 --> 00:33:22.140
'cause we don't want,

00:33:22.140 --> 00:33:23.400
they don't want to go do it.

00:33:23.400 --> 00:33:26.610
So, we'll get Mikey to eat it, right?

00:33:26.610 --> 00:33:27.799
And so,
- Yeah.

00:33:27.799 --> 00:33:30.810
- So then, the first thing we have to do

00:33:30.810 --> 00:33:32.070
is to see if this person's

00:33:32.070 --> 00:33:34.080
gonna make their competencies visible.

00:33:34.080 --> 00:33:35.820
And then we start the process.

00:33:35.820 --> 00:33:39.641
I also use coaching software
that helps us with metrics.

00:33:39.641 --> 00:33:43.890
So, we define some metrics in
an individual development plan

00:33:43.890 --> 00:33:45.030
with this person and they say,

00:33:45.030 --> 00:33:47.070
I wanna do these five metrics.

00:33:47.070 --> 00:33:50.340
We wanna do these five things
and we quantify behavior.

00:33:50.340 --> 00:33:53.520
And then we put 'em into this software.

00:33:53.520 --> 00:33:55.650
And then if they're doin' 'em it's green

00:33:55.650 --> 00:33:56.817
and if they're not doin' 'em, it's red.

00:33:56.817 --> 00:33:59.280
And as ridiculous as it sounds,

00:33:59.280 --> 00:34:03.240
I had a about a 40 year
old CPA last summer,

00:34:03.240 --> 00:34:06.810
tell me, she said, when
I don't do it, it's red

00:34:06.810 --> 00:34:09.120
and when I do do what I'm supposed to do,

00:34:09.120 --> 00:34:11.550
which is what she committed to doin'.

00:34:11.550 --> 00:34:13.050
She said, when I don't do it, it's red

00:34:13.050 --> 00:34:15.000
and when I do it, it's green.

00:34:15.000 --> 00:34:16.140
And I just want green.

00:34:16.140 --> 00:34:17.250
I don't want red.

00:34:17.250 --> 00:34:19.170
And I thought that sounds so ridiculous

00:34:19.170 --> 00:34:21.480
from such a high level professional,

00:34:21.480 --> 00:34:23.070
but it works.

00:34:23.070 --> 00:34:24.270
And so that's,

00:34:24.270 --> 00:34:25.981
the individual development plan

00:34:25.981 --> 00:34:28.920
is important to their success.

00:34:28.920 --> 00:34:30.240
So.

00:34:30.240 --> 00:34:31.860
- There's somethin' about those colors

00:34:31.860 --> 00:34:32.917
and seein' the colors.

00:34:32.917 --> 00:34:34.770
'Cause like DigitalMarketer does that.

00:34:34.770 --> 00:34:36.226
They have a marketing score card.

00:34:36.226 --> 00:34:37.059
- Okay, yeah.

00:34:37.059 --> 00:34:39.300
- And then one of their
other companies, Scalable,

00:34:39.300 --> 00:34:40.530
they have a company score card

00:34:40.530 --> 00:34:41.850
and they do the same thing on both of 'em,

00:34:41.850 --> 00:34:42.683
- Interesting.

00:34:42.683 --> 00:34:44.160
- where you have your metrics

00:34:44.160 --> 00:34:46.980
and then it can be dark
green, light green,

00:34:46.980 --> 00:34:49.590
yellow, orange, red,

00:34:49.590 --> 00:34:51.930
based on like how far or whatever.

00:34:51.930 --> 00:34:53.880
It's a little bit more than red and green.

00:34:53.880 --> 00:34:56.580
But he said they invested a lot of money

00:34:56.580 --> 00:34:59.850
to build software to
automate that process.

00:34:59.850 --> 00:35:02.520
And they threw it away
because it was more helpful

00:35:02.520 --> 00:35:04.590
if the person who owned the metric

00:35:04.590 --> 00:35:08.070
had to go to that spreadsheet
and turned that thing red.

00:35:08.070 --> 00:35:09.540
- Mm-hm.

00:35:09.540 --> 00:35:13.500
- Because then they would
be just so motivated

00:35:13.500 --> 00:35:16.530
because that would just feel bad. (laughs)

00:35:16.530 --> 00:35:17.910
- That's what she told me.

00:35:17.910 --> 00:35:20.220
She said, red is bad.

00:35:20.220 --> 00:35:21.053
Green is good.

00:35:21.053 --> 00:35:22.200
I don't want anymore red.

00:35:22.200 --> 00:35:23.940
And she didn't get any more red.

00:35:23.940 --> 00:35:26.580
And so, we tracked that
metric over the period of time

00:35:26.580 --> 00:35:28.440
that we work with each other.

00:35:28.440 --> 00:35:30.933
So, if I'm working with
somebody for six months,

00:35:31.830 --> 00:35:34.530
they know what happened six months ago.

00:35:34.530 --> 00:35:35.850
'Cause a lot of coaching,

00:35:35.850 --> 00:35:38.460
I use this software
because a lot of coaching

00:35:38.460 --> 00:35:41.490
amounts to you and I talking
about it and great intentions.

00:35:41.490 --> 00:35:44.910
And then I leave my coaching
session I've had with you

00:35:44.910 --> 00:35:47.100
and then life gets in
the way and I get busy

00:35:47.100 --> 00:35:48.480
and then I have great intentions

00:35:48.480 --> 00:35:49.887
and then we get back
together the next time

00:35:49.887 --> 00:35:51.937
and we go now, what was I supposed to do?

00:35:53.070 --> 00:35:54.150
- Yep.
- And so,

00:35:54.150 --> 00:35:55.750
- That is so, so, so true.

00:35:55.750 --> 00:35:56.996
- Yeah.
- So true.

00:35:56.996 --> 00:35:59.040
- And the way this software works

00:35:59.040 --> 00:36:01.110
is I can set up a reminder

00:36:01.110 --> 00:36:03.600
that is emailed to you
at four o'clock on Monday

00:36:03.600 --> 00:36:06.330
if we're gonna talk at
10 o'clock on Tuesday.

00:36:06.330 --> 00:36:07.163
Or whatever.

00:36:07.163 --> 00:36:09.930
We can set this up so
that they get reminders

00:36:09.930 --> 00:36:12.086
to go in and fill out their information.

00:36:12.086 --> 00:36:15.180
And I know that if our
meeting's on Tuesday

00:36:15.180 --> 00:36:17.010
and they get their reminder on Monday,

00:36:17.010 --> 00:36:18.630
that on Monday, they're runnin' around

00:36:18.630 --> 00:36:20.910
tryin' to get it all done before Tuesday.

00:36:20.910 --> 00:36:22.950
And that's okay, 'cause at
least they're gettin' it done.

00:36:22.950 --> 00:36:25.470
And that's part of that embrACe model.

00:36:25.470 --> 00:36:28.350
All those letters on the
embrACe model are small letters

00:36:28.350 --> 00:36:30.120
except A and C.

00:36:30.120 --> 00:36:31.560
And that A and that C

00:36:31.560 --> 00:36:35.460
stand for accountability and consistency.

00:36:35.460 --> 00:36:36.630
And we have,

00:36:36.630 --> 00:36:38.250
I'm not talking about kicking their desk

00:36:38.250 --> 00:36:40.440
and screaming at 'em for accountability,

00:36:40.440 --> 00:36:42.450
but just holding people accountable

00:36:42.450 --> 00:36:44.580
that you said you were gonna do this

00:36:44.580 --> 00:36:46.740
and then do it consistent manner

00:36:46.740 --> 00:36:49.320
and not letting people off the hook.

00:36:49.320 --> 00:36:50.153
And it works.

00:36:50.153 --> 00:36:51.270
- That goes such a long way.

00:36:51.270 --> 00:36:52.830
It's like I had one person on my team,

00:36:52.830 --> 00:36:54.120
I shared it to you before the call,

00:36:54.120 --> 00:36:55.630
I'm putting myself through my own program

00:36:55.630 --> 00:36:56.580
(Charlie laughs)

00:36:56.580 --> 00:36:57.413
- Yeah.

00:36:57.413 --> 00:36:59.820
- My team's having to
manage me as a client.

00:36:59.820 --> 00:37:01.773
And one of the girls, bless her heart,

00:37:02.610 --> 00:37:04.230
she was going to the doctor's office,

00:37:04.230 --> 00:37:05.520
and so she wasn't gonna be available

00:37:05.520 --> 00:37:07.500
to nag me for something
that needed to be done

00:37:07.500 --> 00:37:09.600
by like five o'clock on a Friday.

00:37:09.600 --> 00:37:10.770
She got real creative.

00:37:10.770 --> 00:37:13.680
She went and scheduled an
appointment on my calendar,

00:37:13.680 --> 00:37:15.630
knowing that I pay
attention to my calendar,

00:37:15.630 --> 00:37:17.820
that it drives what I'm doing in the day,

00:37:17.820 --> 00:37:20.700
and scheduled a 30 minute meeting

00:37:20.700 --> 00:37:25.549
so that my calendar nagged me
while she was away. (laughs)

00:37:25.549 --> 00:37:27.255
- Good job.

00:37:27.255 --> 00:37:28.537
Good job.

00:37:29.427 --> 00:37:32.070
- And I was like, that's so creative.

00:37:32.070 --> 00:37:33.897
I have to reward you for that.

00:37:33.897 --> 00:37:35.460
And she blocked the time off.

00:37:35.460 --> 00:37:36.360
- Yeah.
- There was 30 minutes.

00:37:36.360 --> 00:37:37.470
The thing I was supposed to do

00:37:37.470 --> 00:37:39.810
was gonna take me about 30 minutes to do.

00:37:39.810 --> 00:37:42.120
I did it when my calendar said to do it,

00:37:42.120 --> 00:37:43.590
so, it was such a weird little hack,

00:37:43.590 --> 00:37:46.170
a weird little accountability hack.

00:37:46.170 --> 00:37:48.630
It's like I've been bragging
on her for an eternity

00:37:48.630 --> 00:37:49.650
for thinking on that one.

00:37:49.650 --> 00:37:52.350
- Don't share her name because
somebody will recruit her.

00:37:52.350 --> 00:37:54.034
So, (laughs)

00:37:54.034 --> 00:37:55.140
(Christina laughs)

00:37:55.140 --> 00:37:57.750
- She'll probably be the
one typing up the show notes

00:37:57.750 --> 00:37:58.775
for this episode episode.

00:37:58.775 --> 00:38:00.750
(Charlie laughs)

00:38:00.750 --> 00:38:02.370
So, she's gonna hear that
one and go ha-ha. (laughs)

00:38:02.370 --> 00:38:03.623
- Ha, gotcha.

00:38:03.623 --> 00:38:04.456
Yeah.

00:38:04.456 --> 00:38:06.374
It worked though, right?

00:38:06.374 --> 00:38:07.207
- It did.
- It worked.

00:38:07.207 --> 00:38:08.040
- It did.

00:38:08.040 --> 00:38:10.350
It's funny, the little
things that'll work.

00:38:10.350 --> 00:38:11.310
But anyway,

00:38:11.310 --> 00:38:13.410
thank you so much for coming
on and doin' this today.

00:38:13.410 --> 00:38:16.140
I think your insights
were so good and stuff

00:38:16.140 --> 00:38:17.700
that it's the fundamentals

00:38:17.700 --> 00:38:19.710
that most people are getting wrong.

00:38:19.710 --> 00:38:21.390
And it's like, if you
can fix the fundamentals,

00:38:21.390 --> 00:38:23.340
then you have a strong foundation to grow

00:38:23.340 --> 00:38:25.860
and you shared so many great insights,

00:38:25.860 --> 00:38:28.190
fantastic stories in such an engaging way.

00:38:28.190 --> 00:38:29.023
- Thank you.

00:38:29.023 --> 00:38:29.856
- But thank you so much.

00:38:29.856 --> 00:38:30.689
- You're welcome.

00:38:30.689 --> 00:38:31.830
Thank you for having me on.

00:38:31.830 --> 00:38:34.050
I appreciate it more than you know.

00:38:34.050 --> 00:38:35.340
- Yeah, absolutely.

00:38:35.340 --> 00:38:36.780
Oh, this has been fantastic.

00:38:36.780 --> 00:38:38.940
This is like a great kind
of end of my day over here.

00:38:38.940 --> 00:38:39.894
- Good deal.

00:38:39.894 --> 00:38:40.727
- I think this was great.

00:38:40.727 --> 00:38:41.560
So,

00:38:41.560 --> 00:38:42.540
Well entrepreneurs, guys,

00:38:42.540 --> 00:38:43.890
this is your call to take action.

00:38:43.890 --> 00:38:45.570
Head over to ETAtoday.zone

00:38:45.570 --> 00:38:47.790
and learn how to build a business

00:38:47.790 --> 00:38:48.900
that enables your lifestyle

00:38:48.900 --> 00:38:50.610
instead of taking over your life

00:38:50.610 --> 00:38:52.440
with great experts like Charlie here,

00:38:52.440 --> 00:38:53.820
sharing lots of good knowledge.

00:38:53.820 --> 00:38:55.530
Until next time, guys.

00:38:55.530 --> 00:38:56.363
Bye.

00:38:58.351 --> 00:39:01.018
(upbeat music)

About Christina Hooper

I help you turn your Superpowers into Sales so you can build a business that enables your lifestyle instead of taking over your life. I'm also StoryBrand Certified Guide, BMS Certified Coach, and DigitalMarketer Certified Partner.

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