Sales Hustle is now Sales Transformation
Jan. 1, 2021

Episode #40 S1-EP40 CollectibleXchange with Brandon Steiner

Brandon Steiner joins Collin Mitchell in this episode of the Sales Hustle Podcast. Brandon has been in the sales game for over 50 years. In this episode, he shares a couple of different aspects of sales, particularly fundamentals.

Brandon Steiner has been a salesman for over 50 years. From turning his paper route into a certifiable business to changing the face of memorabilia, he's spent almost his entire life perfecting the ideals of customer service. 

He is the Founder and President of The Steiner Agency and at CollectibleXchange. He is also Board Chairman at Syracuse University.

Brandon Steiner gives away his book called “You Gotta Have Balls” for free on collect at You can also find all of his three books at Feel free to connect and follow Brandon on LinkedIn at

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Episode Brandom steiner

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 too. 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 Mitchell. All right. Welcome sales hustlers. To another episode, I got a special guest for you today. I've got Brandon Steiner who is a podcast host author sales guru, and just all around sales bad-ass. So we're going to jump in a little bit to his story and leave you with some tactical tips to up your sales game.

[00:00:52] Brandon, thanks so much for coming on the show today. Well, you know, I love talking sales, love your platform because you know, it's not that everybody needs to learn every day, but you gotta get reminded on a lot of stuff. And there's sometimes things slip away. It's very much like your basketball game, you know, it's like working out, you know, you got to work out all the different parts and sometimes you forget a couple of different aspects or particularly the fundamentals.

[00:01:18] So. I love talking sales. I've been doing selling some 10 years old and I'm 60. So I got 50 years of selling, grinding and hustling, and I love sharing the stories and hoping that it can ignite or hope somebody that's, let's say make us out. Yeah. Yeah. And I think it's, I mean, even I, uh, before we hopped on here, you were still hustling and grinding December 22nd, still, uh, still actively, you know, In there getting things done.

[00:01:48] So I'm excited to jump in and learn a little bit more about yourself. Oh, hold on a second. I got to interrupt you. Here's the thing. It doesn't matter about December 22nd. There's no such thing as a big game. There's no such thing as a big sale. Let's get that cleared up right now because you start playing that way.

[00:02:07] You're playing small. You have to treat everything, you decide your incentive and everything you decide to sell and work with. Has to be played on the same level. You don't want to go to see your doctor? Well, you're not that, but you know, you're, you're, you're, you're just, you want that doctor when he does surgery to treat you like it's the most important operation has ever of all time.

[00:02:30] And that's why I treat every sound every day. And when I'm out feeling that I'm going to go home, I'm going to retire, but I get as excited about making a $25 sale as a $2 million sale. And I have the. Blessing to have made bowls. And the way you able to make both is by creating every sale. Like it's your first and it's your last, so I'll just give you a quick story.

[00:02:53] I got to jump into this quick story because I know you love storytelling, but I met spring training and I'm watching a spring training game. We're waiting for Mariana or there after. The game we're supposed to meet up in the six thing. He comes down and sits next to me. I'm not going to lie. That was exciting.

[00:03:09] And I'm sitting there watching the Yankees Patrina game. We're married. Next thing. It was cool. Cause he had just pitched a fifth inning. So I said to her, man, what are you doing? I told him meaning after the game he goes, yeah, Finch the fifth Denny. I said, yeah, it was no big deal. Just one ending spring training game.

[00:03:22] He goes, no, I pitched one, two, three 11 pitches. I nailed them down. There is no such thing as spring training, regular season. When I get on that mound, I treated just like it's game seven ninth and end game on the line. And that's how I'm able to per se, I always ask them, like, how do you deal with the pressure of closing a game in a world series or a big game at the bottom of the night, but the whole thing's on the line.

[00:03:51] And the way to address that is by treating every time you go on the mound with the same mindset, you don't have to adjust. So if you stay ready, you don't have to get ready. And I think that there's no such thing as a big game when you play every inning, regardless of the score, the same way you make every sales approach with the same level of incentive, which is to serve and solve.

[00:04:13] You're not going to have to worry about something big coming your way, because she'll be ready. And it was a really valuable lesson. Like that was a spring training game and he took that spring training game, the fifth inning, as seriously as he did as a world series game, Chris, technically it's the same dynamic you're on the man.

[00:04:28] You've got a sort of strikes. You, you gotta get the guy out. Right. It's just for you to make it up in your head. And I think it's so important that you there's, there's really two main things about, you know, when I look at the underlying theme about selling and that is, there's no such thing as a big game, and you must have confident in your ability, you must have faith in your strategy and you have to have faith in God.

[00:04:51] And you think about those three things. Like if you're not confident in your ability to going into a big sale, if you're not confident in your strategy, And if you don't believe that if you put out good and do good that the good Lord or the higher power of this going to take care of you, that's all you going to worry about.

[00:05:08] So if you're, if you strategize and you're doing all the right things and you know, you have the ability to execute and deliver what you say you're going to deliver, and you believe in a higher power, that the right thing is going to happen when you do the right thing. That's a great strategy that that's a great approach along with.

[00:05:25] Don't start, don't start, you know, basically assuming what's a big sale, small sale. Oh, I got a big meeting. Oh, I got a big game. Oh, I have a big sales call. Now. Every sales call is big. I would treat this, this call I'm having with you right now. Just like with 60 minutes, just like it was some am radio station, whatever the level of focus in sensing does not waver with me.

[00:05:47] And I urge any of you out there that are listening is stop, you know, deciding. About what level you want to demonstrate over your focus and concentration into a sale. If you're going to be a professional sales hustler, then be a pro. And that means that every pitch that means that every contact, every relationship is dealt with the highest level.

[00:06:11] Um, there's, there's so many good nuggets in there. Sales, hustlers. I don't even know where to start. Um, but look, here's a couple things, right? So a lot of what I hear you're saying, Brandon is like a lot of it is your mindset. Your mindset, having that confidence in your strategy, having that confidence and treating every relationship, every transaction, you know, I like to tell the people that I work with regardless of the outcome, whether they do business with you, they don't do business with you.

[00:06:43] They do business. And at some point, stop doing business with you. Your goal, your job is to make sure that they have a good experience. That's true. I think that's a a hundred percent sure. I mean, you have to be in it for the long haul and because somebody stops doing business. So how many people do you stop doing business with?

[00:07:01] And you stop communicating. If I have a relationship with you, I'm going to stick with you, whether you can do business with me or not, because I like you. And today you're here tomorrow. Are you there? You got to be again, that's the faith. You know, you believe that I have a relationship with a really smart, good person will lead you to other things.

[00:07:19] Maybe I can't do business with you right now because your company, your product mixes changed, but it doesn't mean that tomorrow. You're not on the phone with someone else saying I got a great guy to call. I just can't believe how many people are out there in the world that are working for me, that aren't on my payroll, that I will talk to every now and then, because I'll do, it's never the wrong time to do the right thing.

[00:07:40] It's never, never, ever too late to do a little more than what's expected. It's never too late to go through your context and check in with people, even though, you know, damn well, you're not going to make a sale. That's where I think people come up small and short. Is that you can check in with people, even though, you know, this is not a sale because they're a good person, you know, they're in the mix and it's a matter of time till they come back into the mix, doing some business with you or recommending somebody to do some business with you.

[00:08:06] Right. So what's your reputation and what's your, you know, w what's your flock look like? Who are the people that you are connected to? Whether it's six degrees, 12 degrees, 18 degrees. And are you working all those people to make sure that you're being authentic and checking in helping them when it's not convenient and stuff like that?

[00:08:25] I I'm a big believer of being a solution-based salesperson. So to fill yourself, you've got to forget yourself. You can't be working every day, trying to figure out you can make a number. You gotta be working every day, trying to figure out you get to solve somebody's problem. And how you can serve somebody, how you can help somebody.

[00:08:43] I'm never getting rid of somebody. That's here to help me solve my problems. And everybody's got them. I don't care how big an account, how small and I can't, you have to figure out value and you have to figure out how you could be a solver. Now, value is what you can do for someone that they can't do for themselves.

[00:09:01] So I may be able to help you in a way that has nothing to do with a line item or a sale. But if I can create value, if I could do something for you, if I can find out a problem you have and help you solve it through a friend of mine or through a donation or through something that I know that you didn't know, that's how you build relationships off of that kind of platform.

[00:09:21] And then sales will follow. So first thing you want to do is find out as much. It's not who, you know what you know, but what you know about who find out. Instead of trying to find a new customer, get to know the existing customer. You have get to know the people. You already know a little better. Most people don't know much about the people that they actually count on and do business with.

[00:09:42] When I recommend it the beginning of the year, like this, take a step back and get to know the people that you think, you know, a little better. Cause the most important thing is waking up in the morning and doing the most important thing for the most important people. So first in order to do that, get to know the most important people so that you can do the most important things for the most important people and be a problem solver.

[00:10:04] As you get to know them, you see the problems that they're facing. You see some of the adversity that they're dealing with and see how you can help them be a solution-based salesperson by serving and solving. Even if it doesn't benefit you because being a professional top hustler isn't convenient. It's not, no, if you want convenience, then, you know, go work in a seven 11, and it's a good gig.

[00:10:29] I have nothing against that, but you're not going to be a sales hustler. If you're looking for convenience, sales are tough. Keeping up with people is hard and you know, buyers expect a lot these days and these relationships, you know, you can't treat these people. So. Like a transaction, you know, they want to know what's in it for them.

[00:10:50] How can you help them? Are you really, truly trying to add value and solve problems? Or can they smell your commission breath from a mile away? Right. And something that you said really stuck out to me. And I want to ask you a question about it. You said you treat every transaction or relationship the same, right?

[00:11:09] So you get as excited about a $25. Sell is a $2 million sale. Can you. Elaborate on that a little bit. And how do you, how do you keep that sort of mindset where you can treat those same scenarios, the same, which has obviously been a huge contributor to your success? I think, uh, you know, I, I, I try to use the example of like you go in and, and well, first of all, you don't want to be a 99% or, you know, doing the best I can.

[00:11:35] I'm like, Oh God, No, do everything you can and more that's. So, number one, you don't want to go in and have an operation done on you and the doctor's done 99 things, but left the scalpel in your lung, not that successful. So if you want to be a consummate pro, I always say, when I'm with my kid at a game, the Yankees were winning one day, like 13 to two, and it was the eighth.

[00:12:00] And my son's like that. What's going home. Like, no, now we're going to go see who's playing the game. Now on its use, going to grind out a hit, even though they're up by 11 runs instead of wanting to go home in the bottom of the eighth. And I always say, you know, play the game, not the score. And the way to answer your question is I don't worry about how much money I'm making or worry about the progress that I'm making with people and the progress I'm making.

[00:12:27] On my process. I call a pump. You have to pop, you must progress on your process. You must progress on people. You gotta be constantly growing your relationships and getting them better, or they're probably going to be getting worse or you leave the door open for someone was to get in. And even though you may not see any opportunity to grow your business, because maybe you've hit a wall, right.

[00:12:48] You never know when somebody is going to come up with another idea where you can fit in. She must be looking at your process and thinking about how do I get better? How do I get smarter? How do I learn more about your company? And I think that's underestimated a lot of times with the sales hustler. Is that okay?

[00:13:04] Yes. It's about being aggressive. Yeah. It's about dialing, sending out emails, but doing the research, digging in again, not who, you know, what you know, but what you know about who digging in and finding out more about, you know, people won't always give up that information. So now, because we're doing zooms, I see are your, you got a beard maybe, or you got glasses, you just learn more about people and it's your job to be an investigator as to be a sales person.

[00:13:31] So to progress on your process is learn more about the people you're doing business with. Learn more about the companies and what they're doing. What's going on outside of what you're doing. So you can think and be diligent about the processes that are going on there and how you can improve on them for them.

[00:13:48] So I always say pop pop is so important. Progress on people, progress on processes. Like stop, just worrying about progress on your number from month to month. Yeah. Yeah. And I'm, I'm a big fan. So, you know, getting to know the people you're doing business with getting to know them deeper, finding out what makes them tick.

[00:14:05] What's important. What keeps them up at night. Those are all great things. I'm also a big fan of collecting feedback or getting to know more about the people that didn't do business with you. So you can improve that process as well. Um, tell me, I mean, I'd imagine you have. Quite the network. Right. So how do you constantly maintain, manage and add value to, to those people in your network and the business relations ships that you have?

[00:14:32] Honestly, it's a lot of work. I mean, when I go on an airplane or when I sit down and I'm dumbing myself down by watching all these games, but if it was like, you know, I have no time I'm stressed. My police, first of all, we're meant to be. Human beings. I mean, if you realize what we can do, that's the first thing is like, if you've already, if you've already commented, Oh, you know how busy I am, you know how stressed I am, you know how much I've got to do.

[00:15:00] If you don't leave room for them for more to be done, then you will never do more. If you're too busy, if you're too busy and there's no room to get busier, then you wonder why you're not growing and going. Yeah. So people that are really busy don't have time to tell you how busy they are. I'm really busy, but you know, so I'm looking to get busier off and I'm going to figure it out.

[00:15:21] But to answer your question, there is a strategy to that. There's two parts, one, my first 90 seconds in the morning, I'm thinking about who's important. What's important. And I'm putting my MVP list together, my most valuable priorities. So you're never going to have a successful day. If you get off on the wrong foot.

[00:15:38] So you got to think about what's the most important thing before you do anything and who's most important and you don't want to miss the important stuff. If you're going to get a lot of shit done, make sure you get the most important, really, really vital stuff done. And don't go through a day getting caught up with all the other stuff.

[00:15:55] And I think a lot of times people get confused and they're busy. But, you know, that activity is not really the achievement that they want. And then the other thing is you got to have a, not to do list. The people that are going to suck all the bed, just tons of energy, suck you. And every way they can for, you know, you spend three hours on an account that's never going to pay.

[00:16:15] You never be happy with your services. So you do need to look at the quality of your accounts, the quality of who you do business with. You need to create a, not to do list. The people that are going to take advantage of your time. Get you off track and all of a sudden before you know it, you haven't been that productive.

[00:16:29] One of the things I noticed a lot in sales, you wake up in the morning, you can't believe how much shit you got to do. You're killing yourself all day. Then you go to bed and you realize one of the stuff you didn't do. That's not progressive. That's not feel good. So you gotta be here for not to fall in that trap and the way you avoid it.

[00:16:48] Is by focusing on the first 90 seconds, crystal will dictate the other 23 hours, 58 minutes, 30 seconds must focus in on those 90 seconds to make sure you're very clear about what's important and it doesn't have to be all business because if you haven't done something for your wife or your husband or your kid, or, or a really close friend, that's going to weigh you down too and take your mind set off in the wrong direction.

[00:17:12] So your focus at the beginning of the day is critical. Uh, I, I can't emphasize it enough. And then the second thing is when you sit in there in front of the TV and you've got the remote and you're sitting there watching hours of TV, but yet you told me you have no time. And I'm not saying that everybody's in that circumstance, but a lot of us spent a lot too, especially if you want to be a real hustler, if you really want to grind, it gets to another level.

[00:17:35] You got to start thinking about some of your dance. I'm a compromising sitting there and watching a football game for four hours, which. Basically in three years now gonna remember you watch. And that's when I go through my social media, that's when I go through my contacts. When I get on an airplane, I go through my contacts and I may hit four or 500 people in one flight across country, or a two hour flight.

[00:17:57] I made 200 people with a quick text, a quick message. So I'm constantly monitoring my contact list, going through people I haven't heard from in awhile. I once a week go through my checks for three months, I looked through all my texts of people I've texted to in the last three months to see who maybe has fallen off the crack when I need to follow up with, because those are the people I've talked to more regularly.

[00:18:19] Probably I go on social media every day, at least for an hour to check my messages, see what people are posting and everything else. You got to schedule that you can't open. It's going to happen. Yeah, can't pray. It's going to happen. Like you're a schedule these things. So, you know, these are things that are very time consuming and it's not easy when you look at all the different ways.

[00:18:39] I always say, all communication is not equal. So you got texting, you got phone, you got emails, you got messages. People are still faxing me. They're mailing me. You know? I mean, you know, there's, there's all these different tactics to communicate with someone and you've got to take them all seriously. So you got to schedule your time for communication.

[00:18:57] And what I try to do on the weekends is go through all my communication. I'm looking through emails for the week. I'm going through my checks for the last, maybe two or three weeks. And I'm constantly following up. I was just telling the young man today in my office that the fortune is in the follow up.

[00:19:14] You don't want to get to an extraordinary level. Get into becoming a serious power Whopper because that's what moves clients. You're talking about the hustle, but there's nothing like somebody who follows up, especially when it's not even convenient and especially, it doesn't even benefit you to be following up.

[00:19:29] When you call me and ask me for a favor, I'm following up with you. To do you the favor like I was doing, if I was asking you for the favor, are you that kind of person, like, you gotta be a fuck. Do you get that order? Because everything, the way you wanted it, just making sure you want to make sure you're good.

[00:19:44] You know, few people do that. How many restaurants I go to and I'm having dinner and the waiter has him come over to really see authentically how my meal was and she's 10 feet away. That's somebody who's leading to mediocracy and they probably make 10 to 15% of the chips instead of 15 to 20, maybe not a big deal.

[00:20:03] But to me, that's a big deal because you're just going to wait tables. You're going to serve people, food. You might as well do it on the highest level. And that's what I'm saying. All of you, if you want to be a grinder and a hustler on the highest level, be a follow-up person, not be afraid right. Of what time it is, whether it's Sunday morning, six in the morning, whenever it is be a person who's going to double-check to make sure everything you promised.

[00:20:25] Came through and then make sure that the person you deal with. Okay. Yeah. I got my little rant there. Sorry about that. Yeah, no, that's crazy. I love, I love that. So the fortune is in the follow-up and this is so true. Uh, Brandon, I thought, I'm glad you brought this up and, and also following up, don't be scared to follow up on multiple channels, you know, hit them with a combo.

[00:20:49] Email, LinkedIn DM text message, you know, every, the least 25 to 30 messages a week, just checking on people to see if they're okay. Not asking for anything. I know the virus going on and nothing's real crazy. Okay. Just checking in on you. Hm. Hm. I'd send at least. You know, I try, you know, send, you know, send a little goodie package.

[00:21:15] Some of us, I know, you know, getting our son here, getting something special, some donuts, some cakes and cookies, something sending out some stuff every month. Just thinking about you're worried. I know you've stuck. I know, you know, especially now where parenting is so hard, your kids are home a lot. You're now home more than you've ever been.

[00:21:32] You know, things that are upside down, anything you do to add a positive touch, even if it's like a funny joke or quick little checking in matters. Yeah. It makes the small details make the biggest difference. Right? Because I mean, especially when you're checking in, you're following up, you're reaching out, you're adding value and not even asking for anything.

[00:21:55] Those people are the type of people that. People want to do business with, they want to refer business to stop sizing up about what you think you can do and can't do and how much you can do. And I live by this mantra. This is the bottom line. If you forget everything I've said so far, remember this do as much as you can for as many people as you can, as often as you can and expect nothing back.

[00:22:23] Boom. Cool. I think, I think that's a good note to close it out. Uh, you know, if sales hustlers, if your lists, if you missed everything, Brandon said, write that down, put it on a post-it painted on your wall, tattooed on your arm, whatever you got to do. I absolutely love that. Brandon tell, tell folks where they can connect with you, where they can follow you, where they can learn more about the things you're working on.

[00:22:51] Well, first of all, if you're a real sales loss, so you gotta have balls is my mother's favorite line. And I'm giving away this book free on collect we'll exchange or CX stuff, dot com. This is not a sports book, but this is a book about not what to do, but how I. Figured out how to make a lot of money. I have three books and any one of the three is free on my site.

[00:23:13] You know, I'm a big LinkedIn guy. I think LinkedIn is just amazing. So I'm over my limit, but definitely follow me on LinkedIn. And you can go to Brandon is where all of my books and speaking and all that stuff, all that money goes to charity. So I'm blessed when I go and speak or do zoom sales conferences, the money goes to a good cause every time.

[00:23:34] And, uh, you know, something, I love this platform good for you for putting it on and doing it because we all need to be reminded because I think selling is sometimes a lot more complicated and it's important. I think, you know, it was one of the driving forces, homeless, every business. So I think it's important to talk about it.

[00:23:52] So thanks for having me. I really appreciate it. No, thanks for coming on and just bringing in total fire. So tons of nuggets in there, we'll create some short clips for everybody. We'll drop all those links that Brandon mentioned in the show notes. And, uh, thanks for tuning in. And if you're listening to the podcast, please share with your friends, subscribe, write us a review, and we're listening for your feedback.

[00:24:13] 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? 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, Colin Mitchell.

[00:24:37] And if you enjoyed this episode, feel free to leave us a review. And share the podcast with your friends.