Sales Hustle is now Sales Transformation
Aug. 2, 2021

Episode #127 Dramatically Increase Your Clarity, Process And Productivity with Steve Lover

Collin Mitchell welcomes Steve Lover to the show in this episode of the Sales Hustle Podcast. As an experienced business development coach, Steve shares how he can help small business owners increase their sales, execute better marketing, implement better systems, design existing customer experiences, and create inspirational cultures.

Steve used to be a corporate trainer at a fortune 100 financial company. He has witnessed good people getting washed out because of how the company trains them. Clearly, if they didn’t sell, they didn’t make money. Until Steve discovered the power of coaching that was way beyond training, it dug deep into a person’s abilities, talents, and self-imposed limitations. So he left his comfy corporate position and started his own coaching practices. He started in the financial services industry but quickly found that many business owners had the same issues and wanted help. 

Today, Steve helps business owners create full pipelines, showcase their products/services with a market-dominating position that makes them the obvious choice for preferred customers. 

Connect with Steve on LinkedIn and download a copy of Grow Your Business. If you’re a business owner or a salesperson looking for strategies and ways to find that targeted revenue, this book is for you. 

Join the Sales Hustle Community! Text “Hustle” to 424-401-9300!

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Episode 127 - Steve Lover

[00:00:00] Welcome to the sales hustle. The only no BS podcast, where we bring you the real raw uncut experiences from sales makers across various industries. The only place where you can get what you're looking for. Uh, your sales game today's episode is brought to you by sales cast sales cast helps sales professionals transform the relationship building process and win their dream clients.

[00:00:30] I'm your host, Colin. What is happening? Sales hustlers. Welcome to another episode today. I've got another fantastic guest for you. Uh, I've got Steve lover and he's a business development coach. He's an experienced coach. Helping small business owners increase their sales, execute better marketing implement better systems, design, existing customer experiences.

[00:00:54] Inspirational cultures. So we're gonna be talking about a very interesting [00:00:59] topic today. One that we haven't covered, and I think that there's going to be a ton of value. Uh, what's the difference between a pleasing versus a serving personality and why that's important. Um, and you know, Steve has promised to be give you some strategies that you can implement, uh, if you haven't already or some things to consider.

[00:01:16] So Steve, welcome to sales hustle. Thanks a lot. Yeah. Awesome. Thanks so much for coming on. I'm really excited to dive into this topic. Um, and I know that we're going to have a lot of fun cause you promise we would, that's one of the rules, right? Yeah, yeah. I mean, or else we wouldn't be here. Right. Um, so before we dive in and get to strategic here, uh, just give us the short version of your story, your sales story, you know, how you got passionate about doing this work and kind of where, you know, where it is.

[00:01:48] Sure. I'll give you the two minute version. Um, I started my political back, my clinic, my career out as a Orthodox rabbi and I was in [00:01:58] Jerusalem. Then it was an Amsterdam Holland, and then it was in Minneapolis and then Los Angeles, uh, they call it a movement for a reason. And then, uh, what ended up happening is my family got larger.

[00:02:07] I had to go from non-profit to. Your family. I got six kids in 37, my grandkids, but at that time it was on one six kids. So, um, and what happened is we moved to Detroit, started a business. And all the great ideals and work ethic and not enough capital and closed it with six figures with a debt in a couple of years.

[00:02:32] And I was doing the mindset you belong in the insurance business. So I became an agent and did pretty well as an agent to the point where New York life tap me on the shoulder and said, Hey, maybe become a trainer for us. And I became a trainer and, um, the working with agents was very rewarding. Whatever we did.

[00:02:50] 75% of them were falling off and New York life had a basic philosophical bend for the salespeople. [00:02:57] If they had the knowledge and they had the skill and they had desire, and there's no reason they weren't successful. And sure enough, there's plenty of guys are come in. They could get the knowledge, get the skill, had the desire and we're following them.

[00:03:09] And so I came up with some unique ideas. I learned about coaching. I found some things that were really effective and I came to the company asking if I could start implementing. They said, no. So I left the company down in malpractice in 2005. And at that point I was dealing with a lot of wholesalers, uh, with one guy to take his territory from 50 million to a hundred million.

[00:03:29] Another guy go from 42 out of 45 to number two out of 45 in his own. And another guy hit all of his bonuses in September. And so I saw it was working and it ended up moving out to other businesses, but I really, where everything started was in the insurance business, working with salespeople. Wow. All right.

[00:03:46] So I want to go back for a second and just talk about. Big number. I mean, you said 75% of these people were [00:03:56] dropping out. Sure. Actually there's the way the system set up in insurance industry. It's a little-known secret or a dirty little secret is, um, they need that number to be 75%. If you'd have offices, all of a sudden, a retention of 50%, all those extra renewals would be being paid out and the company wouldn't.

[00:04:18] Profitable to do that. So in other words, the way they pay their agents and therefore the management of the sales teams and such that if that number doesn't fall off the paying them too much money because they can't afford to do that. That's career agencies, where if you're talking about brokerage, I just get a one-year commission finished.

[00:04:38] There's no renewal. Interesting. So they didn't. So they kind of didn't want them to succeed is what it sounds like. Well, you know, they had a rule, they had a rule and the rule was like this, you brought in 10 guys. One guy will make it no matter what you do with them, two guys are going to die. No [00:04:55] matter what you do with them.

[00:04:55] And the other seven guys is going to depend on you. And it wasn't. I think that number's a little bit off. I don't think the seven guys would just depend on training. They were dependent on so many things cause I could train a guy up and he could get exactly what he had to do, but there's something about him as a person where he had to go to be able to pull the trigger.

[00:05:14] And I don't care how much desire you want. If you're riddled with fear about making a step and making the call or doing the things. Yeah. Wow. Question is how you overcome that and what you do. And, and so is, is this when you kinda came to this sort of realization or was it further on that? You know, there was a big difference between people that had this pleasing versus serving personality.

[00:05:40] So this is something that you use very, very much in my business coaching with business owners. And actually, I don't remember the last time I spoke to a business owner that didn't have this problem. And the problem is as little kids were told my mother come and [00:05:54] going through the store and behaved really good.

[00:05:55] I'm going to give you a lie. And we went to be pleasing to do things, to make mommy and daddy happy. Well, what happens in that? Mommy, daddy, he's a teacher and it's all the other things that we have and our life. We get to the age, we go get our first job and we think we have to be pleased. And so we call a guy up, but we want to make an appointment.

[00:06:12] And he says, uh, okay. Okay, great. When do you want to see me? I'll, I'll move my schedule around to serve to please you. And they really want to be loved. They want the people to love and watch it called. Whereas real service is about, I'm doing something for you. And even if it's going to take you off and it's still gonna do it.

[00:06:31] Yeah. And even if it's not going to make you so happy and will tell you the truth, um, there's, there's, there's another correlator. I use the difference between nice and kind nice. And Cain's a really interesting distinction and I don't believe in being nice. I believe in being kind. And here's the difference guy walks out of the restroom and he's got, you know, always knows that he's got some dirt on his tie and his friend comes over and say, Hey, you got some dirt on your [00:06:53] tie.

[00:06:54] This is, I know it's uncomfortable. It's uncomfortable for me to tell you it's uncomfortable for you to hear it, but I care about you too much to let you walk around with it, which is a lot of nice people will see it. They're not going to say anything cause they don't want to be. Yeah, that's a great example.

[00:07:08] I mean, so many times like people have got, you know, maybe some food stuck in their teeth and you know, you're like, ah, people, you know, people that want to please people and be like, should I say something? Should I not say, I don't want to make, they're not going to say something. They're going to let you walk around with food in your teeth because it's more important.

[00:07:25] And for them, do you feel that they love you, whereas if you're serving them and you care about them and you're doing what's best for them, you say, Hey. I'm sorry to tell you this, but you got some food you forgot to take care of it. They're going to be some more people today, or if they're really, really taking their service to a next level, they're going to reach over and help you get that out.

[00:07:47] That might be very close relationship, you know, but you know, [00:07:52] you know, the example I was once standing in a, um, a voting line to go vote, there was a young kid behind the counter and he said to me, so your zip is all. Yeah, for somebody that doesn't know you, I don't know where to do that. That person was a kind person.

[00:08:08] He cared about me more than he cared about saying something uncomfortable. So my sales job, well, take me back now. Oh. To, to, to, to, to, to the salesman. And the salesman tries to be nice and he wants to be pleasing. And instead, when he needs to do is start getting to serving and say, what do I have to do to really serve this.

[00:08:27] Yeah. And you know, sometimes the answer is I can't serve him. Let me get out of here. It's not the right client for me. I can't provide the service he needs or he is too difficult. He's not the guy I want to work with. I mean, I used to speak to agents all the time by a show of hands. How many people in this room have taken a client that knew you shouldn't take when they took them, but the money was too good.

[00:08:48] Every hand in the room goes up. [00:08:51] And then the second question is, how many of you would do it again? And that one hand goes. Um, and either they're not being honest about it or, or, or, you know, sometimes, you know, a lot of sales people are stubborn, right? So sometimes we've got to learn by being burned or, you know, I can admit I've definitely done it, but I don't do it anymore.

[00:09:13] That's for sure. Like, if I feel like somebody is going to be a pain in the rear, sorry, I don't care how I don't care how much money, you know, you're, you're willing to pay for this service. It's it's not a fit in enough. A lot of sales people don't have. The level of competence or the discipline to turn down the business.

[00:09:32] So really that's, that's another interesting discussion is how they develop confidence because throwing about it, it's really, what's what it's about. And it does the pleasing and serving difference is a whole different way. You approach it business. When you're pleasing, it's about me feeling love when it's, [00:09:50] you're serving.

[00:09:51] It's about what I bring to the other people. When my focus goes off of me and the other person. My discussions are different. My energy is different. The way I talk is different, the way I come across as different. And so guy says, yeah, I'm willing to meet you. It's a good, these are the two times I have good this week that available next this week.

[00:10:07] If that would be talk about next week, I'm not moving my schedule around. I'm a business. I got my own business and money. Even when we salesmen it's I'm still a business owner. Let's face it. I'm in business for myself. And I, you know, you might have all kinds of perks and everything, but the bottom line is new.

[00:10:21] We have to gets to the point of seeing enough people that are makes the, the, the, the game work and that you're making enough money and that your company's making enough money it's worthwhile for you. And that's all about serving the client, doing what's best for them, and the way you build the confidence to get there, this first stuff to keep a full-time.

[00:10:40] Yeah. I finally got two people in my phone now and I go to see one of them. I'm gonna do it. I can to make that happen because it's not, I'm not eating next week. If I have [00:10:49] 12 people or 15 or 20 or 30 people in my school. Then, if it doesn't work, it's not the best service that I can give my can't serve them in the best way possible.

[00:10:57] I'm moving on. Yeah. Or if you're going to, if I feel like you're going to be a pain, then I'm not going to move forward because I got 28 other people that have a likelihood. And that even that even can go in another, you know, keeping a full funnel. I love that you brought that up because. That is a huge contributor to, to having, having confidence in the sales conversations that you have.

[00:11:18] Um, but also being disciplined about what you allow to be in the funnel is a whole nother conversation, right? Like disqualifying people early, if like, Hey, this is not a right fit. I'm not best suited to serve them. Or this is somebody I don't want to work with. I a thousand percent, but that's a process.

[00:11:34] In other words, a new, a new salesman coming in his, uh, his bar of entry is much lower than as you get better and more experienced and more confident. Yeah. So let's say in the insurance industry, until the guy wrote 200 [00:11:48] policies, he's not really in the business. You know, you have to be out there and say that pitch and you have to go through the process and enough the right to things.

[00:11:57] So, you know, the first thing you say, w what makes a good client when you first started in somebody that can follow them here. Now, if you're, if you're 25 years in the business and you're still doing that, you're an idiot. And excuse my expression. I used to say by one of the guys in New York life, he was 25 years with experience and what he taught me, because there's a very big difference between 25 years of experience in one year of experience, 25.

[00:12:19] Cause he was still at the one year of experience just doing that again for the 25th time. Wow. So, so I absolutely agree the quality of who gets in your funnel, but that's something that grows as you grow and the quality of sales person. That's not something you can just walk in the door and say, listen, I only want to, and I've seen people do that.

[00:12:36] I only want to do estate planning cases and people were not holding by doing the state planning cases, but that's all they wanted to do. Six months later, they are gone. There's no question. Yeah. I [00:12:47] mean, now, if you, depending on what you sell, you know, it, it, it, it can, it can differ here, right? Like if you're doing something highly transactional, um, then yeah.

[00:12:56] You know, you can't be as selective of like, you know, who you allow in the funnel or not. Right. But if you're. You know, more of a high ticket, you know, enterprise type of thing. You can be a little more specific, you know, um, and indefinitely as you know, time goes on and you get more experienced. You start to, you know, through that process, you start to learn, you know, what a good client for you looks like.

[00:13:24] Not just, you know, who can, you know, write a check. Yes. Well, that's what happens is, as your confidence goes automatically, all those things are going to become a different situation. I have a coach that I know that is an incredible coach and you know, I've met him before and we've been in discussions. I try to just 200 grand a year.

[00:13:44] The coach could pay him [00:13:46] $200,000 a year upfront. You got, um, two meetings a month there in his office. So, not only do you have to pay the 200 grand upfront, but you have to show up in his office twice a month on time. And, um, last year he had any three people wanting the ones by the left money in hand.

[00:14:10] And to me, I looked at it and thought, that's incredible. I mean, that guy, but then he's worth every sentence by the way. But he basically has continued to raise his rates for simple process. Simple. Is it some filter of who it can really work with. You can't work with them. We definitely work with everybody who would like to work with them.

[00:14:27] So, you know, to sit down and meet him the first time, five grand, you know, that's just the way it goes and people standing in line to do it. So that's about Chris, but he wasn't like that when he first started, you know, My rates are close to 10 times. Mine [00:14:45] were when it first, when I first started the business at all five, but that's because of the confidence you get.

[00:14:49] And so building confidence is really about going out and doing things. A lot of people think that they've configured themselves in the confidence you sit, I'm going to, I'm going to work on an insight and it's natural. Go out and do it and do it and do it and do it. And they can have it. It's a great story.

[00:15:03] You'll appreciate this. And again, this is. Get into a little bit of a distinction that we have between quality and quantity, but it's a great story that the guy named Derek scissors brings down his book and his book is called anything you want. And he tells a story about a pottery class. Where the Potter request comes in and the professor divides them into two groups, group a and B group a is said, you guys have one project, you have to do one perfect piece of battery.

[00:15:31] And that's how you can be created on the quality of that one. And grouping. You're going to be graded on the weight of the pottery, a hundred pounds, a 90 pounds be any pounds. See 70 pounds, the [00:15:44] 60 pounds. He finished. Right. And what happened was really interesting is everybody came in and did their side.

[00:15:51] And at the end of the year, he picked the 10 best piece of pottery and brought in some judges to judge them. And all 10 of them were from the second group. Because what happens is when you get super highly yeah. Focused on just the one project, you're not experiencing enough. Whereas if we do empowering doing, and doing, and doing and doing it's time.

[00:16:10] Oh, you know what? I learned this from this. Oh, I learned this from this. Oh, I learned this from this island is first. So it's the same thing by sales person. When you're trying to develop confidence, your confidence grows from going out and doing things and making money steaks and falling on your face and picking yourself up and going and do it again.

[00:16:24] And it's any business it's like that you don't fall on your face. You're not going to learn the things you need to learn. That creates that confidence that makes you very short yourself. Yeah. Yeah. I don't disagree with that. And, and I've heard a similar story. I don't know if it's from the same book or not.

[00:16:41] Um, but [00:16:43] it was similar, similar context of a project, uh, with photographs, with photography. Yeah, so it's, so, you know, one person was just, you know, the group of people is supposed to have the perfect, the perfect portrait or the perfect picture. Right. And then the other group was graded on, you know, quantity.

[00:17:03] Right. And the people in the quantity group, you know, did better because, you know, they all have the photographs that they took led up to. And it was basically, you know, at the proofing point, there is the experience leads you to that. Right. And, and so. Uh, you know, I, I totally believe what you're saying here.

[00:17:21] Right? Confidence doesn't come out of thinking your way into it, right? I mean, Hey, having a positive mindset and being around positive. Definitely helps, you know, but you can't fake confidence, right? Confidence comes out of experience out of, you know, winning learning, getting better, improving, [00:17:42] failing, making mistakes, adjusting, changing, you know, changing your offer, changing your rates, changing.

[00:17:47] All of these things through everything that's led up to that. And if you're just getting started in sales, yeah. You probably can't be that selective and disqualify people and not allow as much in your pipeline, or you're going to take those deals from people that, you know, are a pain in the butt, but you need the money because you got to eat and you know, it's going to take me.

[00:18:07] Taking a certain amount of those deals to realize like, Hey, you know, now I can't do that, but my confidence is up, you know, I value what I do. My time is worth, you know, all of those things that come through experience. And you know what, when, you know, you're getting there, when you're able to start firing clients, we're able to fire a client and say, you know what, this isn't working out, or, you know, I appreciate her discussion.

[00:18:33] You're not going to be a good client for him, not going to be able to help you and you know, people with mine and say, what. But I don't want to pay for it. Yeah, I don't think so. [00:18:41] And, um, that's where it's all about, but you can't get there until you had that experience and you've done a new phone and you've tried.

[00:18:48] And so what happens a lot of salespeople get so timid because again, getting back to our very first discussion of being pleasing, they never developed their cancer. They never developed the confidence they need that they can serve. Yeah. Yeah. And it's a funny thing because you know, if you have a pleasing personality or you haven't gotten to a place where you're confident enough in what you do and how you serve.

[00:19:16] You actually, when you, when you're just a yes man or woman, you know, uh, you actually, it actually hurts building trust, rapport, and respect with your prospects. Right. And, and the exact opposite is, is you've actually pushed back or challenge or make them think of something they hadn't considered. It works in your favor.

[00:19:35] So to not be pleasing, Is going to help you build [00:19:40] way more high quality relationships with the types of people that you want to do business with. So I actually found this with me in my coaching practice, a very, very interesting, uh, thing tie dovetails right into what you just said is I would sometimes be meeting with somebody first time and that first meetings along at first, it's just the introduction in 15 minutes.

[00:20:00] But then afterwards, before I take them a client I'm not taking on a client. If I haven't spent an hour, two. Right. I remember you saying that sometimes I'll have been in that interview and I'll see something that I want to say. And in the old days, I'd say, you know what I mean? That might take them off. I don't know if I want to do this.

[00:20:17] And when I got to the point of really understand the survey. I said, screw it. And you know what I mean, if I can't say that to them and have them say, wow, um, I, that's not a good claim for me. And so I always look for something that I can point out that it's uncomfortable and I'll say something and I'll, I'll introduce it.

[00:20:37] You know, pretty [00:20:39] pleasantly I have something uncomfortable for me to tell you or ask you, and it's going to be uncomfortable for you to hear it's now. Good. Cause that, that w you know, I think it's sending out, I don't care what you're selling. You say that to a client and they say, yes, they just gave you permission to get into someplace much deeper than any other salespeople I've forgotten.

[00:20:57] And when they say yes, and you tell them that difficult thing. And actually, since I started doing that, my, my, the quality of the clients and getting in the relationships are 10 times higher. Yeah. And what happened is they see, well that guy's not afraid to give him some malware. One guy once said, listen, I interviewed five coaches and you're the one I took because you're the only guy who threw ice water on the first meeting.

[00:21:22] Wasn't afraid. Yeah. Yeah. And, and, and I'm guessing that getting to that place for even yourself and your own experience, uh, was through experience right. Of not doing that. [00:21:38] Maybe one too many times and then realizing like, Hey, I'm not, I'm worth more. My time is worth more. It's, you know, dealing with people that I can't be that honest and upfront with from day one are not the type of people for me.

[00:21:53] Yeah. No, it's more than that. Also, the way I view what I do, you know, some people say to me, wow, you're pretty expensive. And I say, actually, I'm cheap. I'll never be paid. What I want. And they look at me like, wow, I remember one side of the client and he had paid me cause I had worked with his staff and so on about 30 grand for the year.

[00:22:09] And I said to him, you'll never be paid what I'm worth. And he still it's working. So how do you figure that? And I said, remember, nice and kind. Oh, yeah. I use it all the time. I use it with my employees. I use with my clients. I use it at home. That's very, become very important to me. And so how long do you think you can use it in the future?

[00:22:27] You said probably the rest of my career. For sure. I said great. And what do you think it's going to be worth to you over the course of your career? And he said, well, I can't put a [00:22:37] number on that. I said, so one discussion, 10 minutes of one discussion out of a whole year of working together. And you say that one thing, I can't put a number on how much that's worth to me.

[00:22:48] And you asked me why. I said I'll never be paid. What I'm worth the statute says, okay, I get it. And very often salespeople don't value what they bring to the table. You know, again, one of the things that I used to say to insurance agent, how many people sold something really good policy to somebody three years ago.

[00:23:09] I remember raising their hands. Okay. How many of you guys still have that commission? No. Hands up. I mean, your clients still have the policies, all the hands on who won, who got the veterans day. Joe, you got paid for bringing it to the table, but what the clients right now, if you're selling garbage or you doing something that's in it, that's a different story.

[00:23:29] But if you're not, don't bring in real value in the minute you start seeing that as value on something important, the service, the [00:23:36] pleasing falls out the window and you become a real professional. And now your confidence is there. Your ability is to serve as there. And you're helpful. Yeah. When they say please versus a servant, I don't mean to become a jerk.

[00:23:48] That's not the point. Can you still be a pleasant person and just  the focus of your work is about the client and how you help them. Yeah. And you're going to tell them what they need to hear, not what you think they want to hear. Big big difference between, you know what I'm saying? Yeah, yeah. This, this has been a great topic.

[00:24:10] I love digging into this and I love the different stories. You, you, you, uh, presented here to break these things down and give these examples to make all the cells health services. Think like, Hey, am I being more pleasing and, or serving, you know, and if you believe you're serving, you know, you're gonna, you're gonna tell people what they need to hear, you know, and build better, deeper [00:24:35] relationships that have a much longer lifetime value than just, you know, a deal that's going to churn or cancel or never move forward in the first place.

[00:24:45] A hundred thousand percent. That's it? That's the other thing that I've found? Yeah. When I was an agent and almost salespeople suffer from this at some point that they have people that are calling in, they're not getting back to them. Yeah. Right. And so what do you do about that? And there's a couple of different things.

[00:25:05] First off. Great email. Hi. I've been reaching out a few times. Haven't heard back from you. I can only assume one of three things happened. You're still interested as you're really busy and you're really not interested in you don't tell me you've been captured by aliens. Could you let me know which one of them.

[00:25:19] Yeah, the one set third one in the, they chuckle, they'll send you back now. I'm really not sure. Which is fine. I will take those all day rather than somebody just stringing me along. The other thing is if a me, every now and then this is unique to my [00:25:34] business. It just happened a week ago. I had somebody that I contacted and we said, we'll speak again.

[00:25:39] And we didn't, hadn't set up a date for whatever reason. And I reached out a couple of times a year. So I went to Amazon and I ordered a book that I felt would be very appropriate for him. And it sent it to him. I actually had to come here so I could send it overnight. And I put a note in farm and I overnight it to him.

[00:25:57] And two days later I get a message. Sarah was out of town. I just saw the book you sent a really appreciate it. Can we get on the calendar? Yeah, he's a big potential client. Yeah. So I became an Amazon prime member for one reason. I'm wondering. But I'm able to send books out to people. Yeah. So I'm just, you know, it's a matter of moving it along and, and getting clear if it's not the right person, I'm not interested in, if it is by personal, let's find a way to make an app.

[00:26:27] But this kind of, uh, you know, keep calling, keep calling, keep calling. When you see something [00:26:33] called the one card system. And after two years of the industry, the one card system became this big file box of names of people who didn't, who didn't, you wouldn't want to call really whatever. But you kept in your system.

[00:26:45] There's no reason for it. You know, give him a check. I mean, the only thing is I'd speak to somebody and they'd say, yeah, I want to do it. Yeah. And it'd be, and finally, at one point I looked at them and say, listen, Mr. Prospect tell you the truth. I got a lot on my plate. And right now I feel like I'm worrying more about your future than you are.

[00:27:03] And I promised my family, I wouldn't do that anymore. So I'm taking your problem and giving it back to you. And when you decide you want to do something, you can make a decision. Let me know. Now, what would happen is 10% of people say, you're right, let's do it. And the other 90% would say, thank you back for giving me back.

[00:27:18] My problem, go in there half the way. And I want to know that sooner than later, I don't want to have the 90 people that I'm still calling and saying, listen, I cared about your kids and your wife more than you. Nicholas. Yeah. Yeah. [00:27:32] Here's the interesting thing. Both situations, both outcomes are positive for you as the seller, because one, there's going to be a good chunk of people that are gonna appreciate you caring and pushing back to, to get them to move forward, to serve them in a positive way to do something that's impactful for them.

[00:27:48] And to the people that say, Hey, you know, now you get clear. They feel, you know, they're those people that ghost you, or, you know, don't respond or don't call you. There good chance. They got pleasing personalities and they're not eight holes. They just, they just don't have it in them to tell, you know, and they don't want to hurt your feelings, but you've now basically given permission, like, Hey, I'm a big boy or girl and I, you know, can handle it.

[00:28:13] I just need to know so that I can move on. And that's a positive outcome too, because you can now refine your list, your CRM of the people that really genuinely value and want your help and the ones that just maybe don't for whatever reason. And you don't have to take it. A hundred thousand percent and even taking a step [00:28:31] further, you need to look at your business as a sales person or business owner in a sales organization that your business is now what you think your businesses.

[00:28:41] If you're an insurance agent, your business in that insurance, if you're a broker it's not stacks and mortgage brokers and mortgage and real estate it's real estate, your business is the movement of people through a process. Newer businesses, finding people that are interested in this and marketing to them or selling to them and getting them through a process.

[00:29:00] It's not the end product. So when you view it, The sales of the house, the sales of the policy of the sales and the investment. So you're very focused on something. That's just part of the process when instead it's about keeping the inventory of people to speak to up, keeping my funnel full. So it matters to my business.

[00:29:19] My business is finding people that need the services I have and moving them through the funnel. It's not what happens in the funnel, right? That's a big shift also. [00:29:30] Yeah. Yeah. Yeah. People get really caught up in what they're selling and don't think deeper into the actual, you know, relationships, the people, um, which is much more important when you focus on that, selling whatever the thing is, becomes a lot easier.

[00:29:50] Yeah. I'm a thousand percent. And not only that, by the way, besides the fact more sales and everything else, there's another big benefit when you're a server versus a pleaser watch what happens to your referrals? Because people realize that you were there for them and you're serving them and you're willing to put your neck on the line for them, that they could chop it off if they want and say, get out of here and don't talk to them again.

[00:30:10] But they see that you are really, you care enough for them to do it all of a sudden be frozen at a problem. Cause you're not going to treat my friend and he treated me. Yeah, exactly. Exactly. Steve, thanks so much for coming on today. Really. Let all the sales hustlers know, you know what? We're going to [00:30:29] drop in the show notes for them, where they can find you connect with you.

[00:30:31] Learn more, all that good stuff. Cool beans. I will have, um, a book available for anybody who wants a little book called grow your beard. Um, and it's basically time-tested, um, there's eight strategies and how to find revenue tomorrow. It's really for business owners more than salespeople. Um, if anybody wants it also have a book there.

[00:30:52] Yeah. I wrote specifically for insurance agents, but it's targeted at sales. That's really effective any, um, uh, any sales field and I'd be happy from an, if somebody sends me an email to send them a PDF. Dawson would drop your details there in the show notes. And where's the book available. The book is real, but I will give you a link where people can go and.

[00:31:17] Okay. Awesome. We'll include that in the show notes, sales hustlers. If you enjoyed today's episode, please write us a review, share the show with your friends and as always we're listening for your feedback. [00:31:28] Thank you for tuning in to this episode of sales hustle. Are you a sales professional? Looking to take your sales career to the next level.

[00:31:36] If the answer is yes, then I want you to go over to sales,, check us out. And if you feel that you are ready, set up a time to talk with me and my co-founder Chris, I'm your host collum Mitchell. And if you enjoyed this episode, feel free to leave us a review, share the podcast with your friends.