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

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- Hey, busy business owners.

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I am here today with another
Entrepreneur Taking Action,

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Charlie Moon.

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Charlie is a unique person
whose accomplishments include

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selling a used bottle of water for $700

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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.

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- Right?

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- It's like not so far out
that you are getting lost,

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but far enough out towards the horizon,

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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)

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- That's right.

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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,

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oh my God, that's really smart.

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What happens is a lot of people

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solve the anxiety around the problem.

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They don't solve the problem.

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- Yep.
- Right?

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- 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.

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- And for most people you
have to sell the bandaid

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and then you have to earn the
right to prescribe the cure.

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- There you go.

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There you go.

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That's good.
- 'Cause nobody really knows

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what it is they actually need.

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They just,

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they have a problem and
they wanna solve it.

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They have a skinned knee

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and they want you to put a bandaid on it

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so that it immediately feels better.

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But we know that doesn't,

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it's not gonna heal the skinned knee.

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- Right.

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- It's not gonna make it all better.

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- Right.

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- But it's gonna make them
feel better about it right now,

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so that now we can talk
about how do we heal that.

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- So, what happens is
they is they meet somebody

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that's talkative and outgoing

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and they hire 'em as a salesperson.

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And then they figure out

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that that person won't go talk to anybody

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'cause they're scared to get
outside their own office.

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Right?

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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)