Sept. 9, 2021

317: Becoming the Trusted Advisor (feat. Brian Nichols)

317: Becoming the Trusted Advisor (feat. Brian Nichols)

How can using expert insights help you become your prospect's go-to trusted advisor?

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How can using expert insights help you become your prospect's go-to trusted advisor?


On today's solo episode, Brian takes you on the journey of becoming your prospect's trusted advisor, showing how specific expert analysis (versus a data dump) will help you close more sales in both business and politics.


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We can become great at doing the the things that we do well the things that we focus on like I'm I think our audience is great at selling Liberty I think we have been amazing at doing that. Welcome to The Brian Nichols Show Your source for common sense politics on the we are libertarians network as a sales and marketing executive in the greater telecommunications cybersecurity industry, Brian works with C level executives to help them future proof their company's infrastructure for an uncertain future. And in each episode, Brian takes that experience and applies it to the Liberty movement, you start to ask questions that pique his interest and get him to feel like okay, this guy's actually got something that maybe you can help me out. And then in your asking him questions and trying to uncover the real problems build that natural trust. I know, it wasn't a monologue there, man. Instead of focusing on simply winning arguments or being right, we're teaching the basic fundamentals of sales and their application in the world of politics, showing you how to ask better questions, tell better stories, and ultimately change people's minds. And now, your host, Brian Nichols.

Well, Happy Thursday there, folks, Brian Nichols here on The Brian Nichols Show. Thank you for joining us on a nother Yes, one of our seven daily episodes you can expect here in your podcast feed. Yeah, seven days a week. It's exhausting. But it's worth it for you guys, because we're getting you not just the the stuff you care about talking about the number one issues that are happening in our political discourse, but also sales and marketing in their applications to the world of politics. But we're making things happen in the greater Liberty world. So thank you for helping us change the conversation. And yes, speaking of helping change the conversation, we usually would have one of our cohorts either Jeremy Todd, or Chris Goyzueta. Today, I suppose to be Chris Goyzueta day, but I know Believe it or not, he's busy. He's a professor of marketing folks. Don't forget that actually a professor in college. So he's teaching the youth of America showing them the value of marketing just like he does every single week here for you guys. So instead, because Chris is busy, and I know Jeremy's busy as well, we're all busy, I get it. I want to go ahead and do a little one on one with you guys. Again, I heard you enjoyed our episode, we did one on one last week, your 32nd elevator pitch and then we went into the and button there for training and who you are, who you help, how you help and how you help today, a little bit different have a conversation, we're going to talking about you sales folks out there who sometimes say a little too much. I'll tell you what I mean, less is more in sales. People like simple, people like easy, right, the easy button, that was the little thing there was office magazine for a while. Now, it's important to make sure that we're taking this mindset and applying it to how we do sales. People love to go out, go shopping for things, frankly, they don't need with friends, right. But they hate having to do the research. For those little things that they're going to buy, I want to go ahead and dig but if you're gonna go out and window shop, or just go ahead, and and you know, have fun shopping, you know, if it's the recreational activity that you might find it to be, then you might like shopping, right? But the actual digging, it takes time it takes energy, it takes effort. And as a sales Pro, it's your job to help bridge the worlds of simple and easy throughout their sales experience. So how do we do that? Well, first, what happens is, oh, here, let's rewind. He says, hey, how do we do that? Let's say why is this an issue? Because I know salespeople I train them every single day for my day job. I've been working with you guys through what the past four years helping have better conversations. And I see this all the time in the private sector. In the telecom world. I work with cybersecurity telecom solutions. But let's let's look at the Liberty world. Salespeople have this innate ability sometimes to just go a little too far. I mean, so just because you can ask a question doesn't mean you should. Now I know for those of you who have read the four easy steps to helping sell liberty to friends and family ebook, which is free available on the website, you know, step one, number one is what ask better questions. Right. But as we've talked about before, I think on Jeremy show on Jerry show on Jeremy's episode, I think it was that we said you have to earn permission to ask those questions first, right? You can't just go in expecting that you have the right to ask questions. And also, every question you ask needs to have a purpose. There needs to be a reason behind that question. So in that straight line approach, what is the end goal? Every question you're asking should be held. guide you towards that end goal. What do you want the next step for the prospect to be? What is that definitive? Next steps now, real life story, I had one of my reps who I literally I was just working with this with him one on one a few weeks back. And here's what he was doing. Great. Remember this is all the telecom and sales world he was so focused on learning the text and specs side of things. So talking about SIP trunks talking about pri is talking about switches, the dirty details, that he had forgotten that his goal and his role was to help solve problems. But also to do so in as few steps as possible. When, when we're talking to prospects, this is for in the day job. This is for in politics. We see too often we want to facts and figures people to death, right, we turn into a data dump, we just regurgitate everything that we know. I've done it, I know it happens. But here's the reality. Anyone can go to the Google or DuckDuckGo and find pretty much any piece of information they're looking for. So you as the sales expert, as the sales professional, you need to be their niche expert, you need to be their hyper focused, hyper personal, Google, or DuckDuckGo. Name search engine of choice here. Because not only should you be able to help tell them the answer to their questions, but you should. And this is why we talk about being the trusted advisor, you should be able to help us that expert guidance and all the opinions that I'm sure that you have. And help lead them towards not just a decision, but the right decision. Right? Remember, while your prospects they're going to tell you what it is that they need. You're still the expert, you do this every single day, you live in the world of politics, you know what's going on,

you're still offering advice, and you're consulting them on their journey, right? As a buyer, we're gonna help them buy. But if you just turn into the regurgitation of what they could easily go and find on a search engine, then why not just have them do that? See your insights, they need to be unique. But they also need to help solve problems in an easy, simple to understand way. And while people hate going out and buying things, as we discussed, they do love shopping. So help them shop, be the best friend that can go out and help buy that nice new fancy dress, become the trusted adviser and instead of feeling you're bothering someone throughout the entirety of the sales process, Oh, goodness, you're you're just afraid you're dreading picking up the phone call to hear the word no. Right? I see you smiling because you know, it's you I'm talking about. But if you turn that situation, where you are now, the natural adviser during their shopping trip, it becomes so much more of an enjoyable experience. Because instead of that awkwardness of Okay, there's going to be money changing hands here. When's that time come? When do we figure it out? Instead, you're just helping them say, Hey, that looks good on you. You won't get that one. You become the shopping partner. By being the trusted adviser. You need to bridge that world of sales, but also easy, and show them that less can be more and that getting an expert's touch is way better than some faceless web search, like on the Google's. So you enjoyed today's episode? Did you get some value from Yeah, it's a little shorter of an episode. But at the same point in time, I dare say it would bring you more to this world of sales that we're talking about and helping apply it to the real world of politics. We have so much information we know as we wrap up today's episode, right? Look at you, libertarians, conservatives, Republicans, you all know a lot because you study this stuff all the time. And we are much more well versed, but also we are much more in tune with what's happening in the world. So instead of pretending that we don't know what's going on, and pretending that okay, is that ever an issue? Do we ever pretend that we don't know what's going on, but just instead of regurgitating too much and just Showing that Yeah, we know everything. I guess that's a better way to frame it, we need to again, start showing that less can be more. So enjoy the episode. If so, give me a solid, make sure you go ahead and share today's episode. Also, this is the type of stuff that I'm giving you guys over on our morning sales huddle, which is five days a week, I am emailing you 6am this type of information how to be a better sales professional, not just for real life in your day job. But when you're bringing this to the Liberty world. Now, if you want to get some actual one on one coaching with yours truly about how to be a better sales professional or if you're a business owner, and you're looking to increase your company's sales, go to the website, Brian Nichols we do have right now. And it's limited spots 12 open spots right now, for quarterly and monthly consulting. If you guys are open to having that conversation to see how we can help make you a better sales professional and actually get those sales turning into dollar signs for you and actually help your revenue up your profits up. Then please go ahead. Give me a shout Brian go ahead and click the link for that one time. This is not one time I'm kidding. It's a it's right there at the top of the page, the consulting the consulting link. So folks, that being said, that's all I have for you today. So if you enjoyed the episode, as I said before, make sure you go ahead and give it a share. But with that being said coming up here on Friday, we are going to go ahead and have a great conversation with one Murray sovereign. So if you have not had a chance yet, go ahead hit that magical subscribe button. So you're not missing a single time. We drop a single episode here on The Brian Nichols Show. But with that being said, it's Brian Nichols signing off. You're on The Brian Nichols Show. We'll see you tomorrow. Thanks for listening to The Brian Nichols Show. Find more episodes at The Brian Nichols if you enjoyed today's episode, don't forget to subscribe. Want to help us reach more people? Give the show a five star review and tell your friends to subscribe to find us at Brian Nichols and download the show on Apple podcast, Spotify or wherever you listen to podcasts. Follow me on social media at V. Nichols liberty and consider donating to the show at Brian Nichols forward slash support. The Brian Nichols Show is supported by viewers like you. Thank you to our patrons Darryl Smith, Morris Stanley, Mike olema, Mitchell megabits, Cody, John's, Craig Acosta and the we're libertarians network.

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