April 19, 2022

483: How Do We Change Hearts and Minds? (w/ Remso Martinez & Brian Nichols)

483: How Do We Change Hearts and Minds? (w/ Remso Martinez & Brian Nichols)

Is it by showing people how right we are? Do we have to show them all of our principles and ideas to get them interested in the ideas of liberty?

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How do we actually change hearts and minds? Is it by showing people how right we are? Do we have to show them all of our principles and ideas to get them interested in the ideas of liberty?


Or rather, is it more effective to invest in utilizing proven sales and marketing skills that WIN in the world of business, and bring them to the world of politics?


I join Remos Martinez to discuss!


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Brian Nichols  0:00  
Instead of focusing on winning arguments, we're teaching the basic fundamentals of sales and marketing and how we can use them to win in the world of politics, teaching you how to meet people where they're at on the issues they care about. Welcome to The Brian Nichols Show.

Remso Martinez  0:13  
It's a question. So this time, how do we get people on the opposite end of the political spectrum, to either see our argument, or even better want to come over to our stance on something? And no, I'm not talking about getting into Facebook arguments, or screaming matches at the dinner table? How do we actually get the message of free markets, limited government and individual liberty over to people that might not see the world the same way as us? Hello, I'm REMSA Martinez. And today's guest is Brian Nichols, host of The Brian Nichols Show. Brian is a marketing executive in the greater telecommunications and cybersecurity sector. So he has spent years in the world of sales. It wasn't until a couple years ago that Brian wanted to take his passion for the principles of liberty and try and take the principles of marketing over into the political space to actually get people to think and communicate and push for these ideas. Instead of just trying to argue, which is such a difficult thing for so many of us, I can't tell you how many hours I spent, as an ideological teenager, just thinking if I tweet enough at somebody, or if I, you know, annoy somebody enough, I can win arguments. And sometimes I did, Brian, but I didn't win them over. They didn't agree with my cases. And in some cases, I will admit, maybe I was bit of a jerk. I won't admit that openly. But I will say maybe in some cases I was and I want to be better, and we want to be better. And we're trying to do is we're trying to take these principles of liberty. And we're trying to get them across all corners of the political spectrum, because ultimately, we care about people, but how we message and how we communicate matters so much. So you went ahead and published a book a while back, it's a free ebook I'll link to in the show notes. It's called selling liberty, four easy steps you can implement now to sell liberty to friends and family, Brian Nichols, thank you so much for joining.

Brian Nichols  2:14  
Absolutely. Remco. Thank you so much for having me on the program, my friend, I'm really excited to not only bring hopefully some value to your audience, but also value to Wisconsin where I got the opportunity to hang out at the young guns winter Summit, just this past week, to speak to probably ballpark 200 or so business owners and entrepreneurs up in Wisconsin. So yeah, I'm looking forward to helping out the the states here in the Midwest, starting here in Wisconsin, it looks like Well, Brian,

Remso Martinez  2:42  
I just want to give our listeners a little bit of a background. How does somebody go from the world of sales and business and think, Hmm, I wonder if I could use the same strategies I use to try and win over customers to shift over to the political realm in terms of how can I win people that want to be on my side that want to, you know, not just thinking the same things that me as me, but like, genuinely believe it? Because they want to believe it?

Brian Nichols  3:07  
Great question Renzo. Because at the end of the day, I think it starts with a misconception of what sales is, a lot of people think of sales as you're selling a product or service. But rather, what you're doing is you're selling an outcome, you're helping a buyer achieve a specific result. So if we correlate that to the world of politics, you specifically look at what are people looking for when they're they're casting their vote, they're looking for these political leaders to enact change that will lead to some tangible outcome or result that will be beneficial for them. So if we understand that there's a correlation between the world of sales and the world of politics, and the way that we should be leveraging politics, to meet people where they're at on the most important issues that they care about, then we can help use that sales cycle to in turn, help create better solutions. And what we try to do obviously, is focused on liberty based solutions. So you can use both the sales and marketing techniques that have been proven successful in the business world and bring them to the world of politics and have success as well.

Remso Martinez  4:09  
So this has been a question that, you know, the conservative and libertarian the, you know, the joint liberty movement has been asking, since I feel like the dawn of time, how do we communicate better? How do we message better? How do we meet people where we are? And it seems like that's a question that we're constantly asking ourselves in many ways. It's been something I think that many individuals and organizations have improved upon, but we keep asking ourselves that is if we're struggling to find the answer. What do you think the struggle has been? And what do you think are the blind spots that we may have ignored or may not have wanted to venture into?

Brian Nichols  4:47  
It goes down to primarily I would say, understanding who your target market is. In the business world. You don't go after your competitor. You don't go after people who are overtly not a fit for your solution. So we in the liberty movement have to stop having our target market be the people who we want it to be, and instead have to look and see, well, who actually is looking for the solutions that we're bringing to the table. And it's primarily on the main issues of the day. So you can look to see what is the leading conversations and one look no further than right now. It's going to be COVID. And the response, you have inflation and the uncertainty in the economy. And of course, right now we have a conversation about Russia and foreign policy. So we have the opportunity to enter into conversations that people are already having. And that's a group of people who are in many cases, looking for a different way of doing things. So let's bring those different solutions to the table and show the tangible outcomes that they can they can actually yield versus just to your point in sitting in Facebook groups are sitting in Twitter arguments going back and forth trying to be right. There's a gentleman I listened to Brian burns, he's a sales coach. And and one of the things he talks about is, do you want to be right? Or do you want to be rich, and you see this in the world of politics more often than not people fixate on being right, and winning that argument versus trying to change someone's mind. But understanding who it is we should be focusing our time and energy towards versus wanting to spend our time getting the people that maybe we want to be our allies to become our allies, despite the fact that they never will. And that sometimes is a hard pill to swallow, because it makes us re reevaluate who our selves are in terms of what our values are, in many cases. And we've seen in the past few years, the liberal movements changed quite a bit with an influx of people, but also a not a large number. But some individuals, especially those who maybe have been around for a while. But now all sudden, you're seeing some new blood, start to question things and step out of the movement. And that's not necessarily a bad thing things in the world. If there's one constant, it's change. So it's either you embrace the change, or you fight the change. And we've seen time and again, history has shown that those who fight the change of those who get lost the time,

Remso Martinez  7:09  
one of my favorite journalists is john stossel, formerly of reason tv@reason.com. And prior to that he had his incredibly popular TV show for many years, Stossel over on Fox Business, and John Stossel was a person who in his own story was very much fixed in the world of the media, where people were naturally more left leaning, he was pro regulation, he was very much for many, we would define as big government progressive causes. But as he was investigating things, you know, throughout multiple industries, whether it was agriculture, banking or business, he slowly started to shift from, you know, a much more left oriented mindset, more towards free markets more towards towards individual autonomy, more towards, you know, let's let people get together. And as long as we don't hurt each other and take our stuff, maybe there are peaceful, voluntary solutions there. And that's what changed them. And the one thing that he talks about is that he listened to people he went and actually was genuinely interested in what people of opposing views had to say. And along the way, he had mentors. And something that you and I have talked about quite often, is this idea of becoming the trusted adviser. Nobody wants to be shouted solutions. Nobody wants to lose. People want a trusted adviser who genuinely has their best interests at heart and wants to help them achieve a certain goal. When you say trusted advisor in terms of trying to get people to listen and consider options in the policy realm. What are you really kind of coming across of that? What makes it so different? Well,

Brian Nichols  8:46  
it first starts out showing that you have the person you're speaking to his best interests in mind. And that right there is by far what separates the best salespeople from the worst is we call it we call it commission breath where you can tell that the person is trying to sell you something versus trying to genuinely help you and what you want to do and we talk about the trusted advisor I like to use the comparison of just imagine you know, let's say you're getting married Ramzan right you're getting married and you're your fiance is going to try on some some dresses.

Remso Martinez  9:20  
She doesn't lie and you're about to get me in trouble, aren't you?

Brian Nichols  9:23  
No, not today. We'll save that for another time Renzo, but let's say she she was trying on some dresses she wants the the person who's helping her try on these dresses to do that help her trying the dresses and instead of pushing the specific dress, say you know what that dress looks nice but and maybe make a change here or there and then find the right dress for her. So it's not a matter of trying to push a dress but rather helping her by address and then it's more so of does this make sense? And then we get into the world of does this make sense versus a yes no decision, then we're in a much better position to Have a conversation about outcomes, because now the person is in a mindset of being open to a different way of doing things, versus being in a defensive trying to juggle, okay, what's what's the next thing that this salesperson is going to do you know, what's the next, you know, the next feature or benefit that they're going to try to lure in front of me, instead, it becomes much more natural. And it goes back to the idea of being that trusted adviser, because you shown your your authentic self, you have their best interests in mind, and you're helping them make a decision, and we're gonna make anyways, and you're just helping them make make it make sense.

Remso Martinez  10:34  
So let's go ahead and break down the four steps that are listed in your book. And I think these are incredibly important steps. They're steps that I have tried to implement myself, in my day to day role here at the Badger Institute. Let's go ahead and start with number one. And I find that you know, it's, it's so simple, but sometimes we tend to neglect the simplicity in exchange for wanting to think this needs to be more complicated. Obviously, it must be harder than just focusing on this simple idea. But your first step is ask better questions.

Brian Nichols  11:05  
Yes, ask better questions. And I actually just had a gentleman on my show. His name is Lee sales, and I'm holding the book up here for your video listeners sell different is the book he wrote. And he talks about this. They're called horizontal and vertical questions. And the idea being he uses the comparison of you go to the dentist office, right? And they go in with that little pick, and they start going through the test each tooth, right. And as they're going through and testing each tooth, and they all sudden feel that little squishy part and one tooth, what do they do? They stop right there. And then they start to dig deep, and they start to figure out what's going on the same thing is true in the questions we asked. So we can have an idea of what we think the top issues that people care about are. But it's important for us to figure it out first. So in asking the questions, we can ask more horizontal questions, which are going to be the the questions that are more so across the board, your fact finding, right? But then when you find that pain point, you find that top of mind issue, whatever it may be, and that's it sticks, right? At that point, that's when you drill down, you go into your vertical questions, you start to figure out more hyper focus of what's causing this this concern or this pain point? And how can you add in whatever the solution is that you're bringing to the table? How can you help solve that problem? And that is where in asking the questions it is important to ask good a great questions versus, and we see this in the world of interviews, right? And it drives me crazy, because you can tell when somebody has a bunch of specific questions that they always want to get out. And like an interview will go a certain direction, and then all sudden, it feels uncomfortably weird. The next question being asked, because it's

Remso Martinez  12:53  
eight because they want to, they want to seek a static outcome in the answers. Exactly.

Brian Nichols  12:57  
And if you do that in the world of sales, then again, we're going back to putting your customer on defense, you don't want your customer ever to be on defense. You want your customer to feel like you're on the same team, and you're helping in this one common pursuit of a shared goal, or shared outcome. And that starts with asking better questions.

Remso Martinez  13:17  
Grant Cardone from CARDONE capital is is somebody I look to for a lot of my communications and sales advice. He's published many books that I've I've read and enjoyed over time. And the one thing that he mentions is buy time somebody is coming to you to start a conversation, they already have something in their life, which they either need or is inconveniencing them that they're looking for a solution to. And if you just talk at them offering the full menu, you're gonna bypass and possibly ignore, turn off the one thing that they actually want, that could lead to them being a customer. I think that really is the similar case, when it comes to the realm of policy. People have an area that they will most likely work with you on or agree with you on. But if you talk at them with things that don't, that don't matter for that specific cause you're basically throwing away that opportunity.

Brian Nichols  14:11  
Bingo. Yeah, that's that's why I always joke my catchphrases meet people where they're at on the issues they care about. Because if you go in, and you're only focusing on those things that you are hyper concerned and focused on, then you're only going to talk to that specific person versus if you're going out and focusing in I would say our goal here is to try to grow our outreach and to help change more people's hearts and minds towards the solutions we're bringing to the table. In that case, we're going to have to talk to people who aren't speaking our language and that goes towards when you're asking questions that you're asking questions using the language of the person you're speaking to, if you're talking to so for example, in my day job I work a lot with IT professionals specifically, IT directors Chief Information Officers Chief Information Security Officer There's and the language that they speak in terms of the text and specs is entirely different than the language somebody in HR is going to be speaking. So knowing what the language is of the person, you're speaking to that audience is super important.

Remso Martinez  15:15  
And this leads exactly into your second point. And I'll preface with one thing that I've I've definitely heard from people who are, you know, discussing how terrible the current state of open discourse is in person online? Is that when you have somebody who's a liberal, for example, talking somebody who's a conservative, you know, sometimes you'll hear them say, well, it's like, we're talking two different languages. It's like, I don't even understand what they're talking about. And your second point is pique interest and then listen,

Brian Nichols  15:45  
yes, well, we like to pique interest. We do that a lot with all the things that we bring to the table. And we have this really, it's almost an intoxicating philosophy that we want to share with everybody. But when we lead in and back to what we were just talking about with that passion, we sometimes get blinded by what the person that we're speaking to actually cares about. So after we've asked questions, and then figured out that specific area that we should start addressing in terms of hitting on emotional appeal. And I know if we're in the greater liberty movement, we we talk about, you know, it's the greater Ben Shapiro line, right? The facts don't care about your feelings. Well, that's true. But feeling sad emotions are the number one driver when people are factoring in the buying decision. Oh, man, there's

Remso Martinez  16:34  
a thing I'm sorry to interrupt. But the to counter that in a way to kind of weigh the scale to the left on that. I mean, when AOC says, It doesn't matter if it's like factually correct, as long as it's emotionally right. And I'm paraphrasing, there is a degree of truth to that. Yep.

Brian Nichols  16:51  
And that is that and that's why it's so important to when we're in the sales environment to balance the emotional appeals with the rational logical lens and helping them validate that decision. This was the right decision, right. So when we pique interest, it has to be specifically focused in those areas. But then, and this is, you'll see, you'll see this what separates like good salespeople from great salespeople is that good salespeople, they'll, they'll talk a lot, whereas great salespeople know when to shut up. So when you have piqued the interest, I call it the six seconds of silence. It's uncomfortable, it's weird, but it's almost like in the office where Michael and Daryl are doing the salary negotiation. And Michael leans back and Darrell leans back. And Michael sits for a while and he goes, I declined to speak first. It's almost in that kind of mentality. But what you're doing is now you're setting up the opportunity for the prospect or in this case, the person you're you're working with in the political solution. They tell you exactly what their thoughts are, and almost paint the picture for you about what their problem is. And then you in turn can see almost exactly how to fix it based on understanding the solutions that you bring to the table most effectively.

Remso Martinez  18:18  
So your third part is probably the part that requires the most amount of introspection, honesty, and a little bit of discomfort for people. And this is the part where I really had to assess this for myself and how I'm following along these steps. Your third step is find objections and concerns.

Brian Nichols  18:41  
Yeah, because it's going to inevitably happen if there are no objections or concerns red flag because that means the person is probably just doing some window shopping, meaning they're just looking to see what else is out there. And I know that sounds weird in the world of politics, but we'll see this every election year, right. All of a sudden, a bajillion more voters show up to the polls and you're like, Where the hell did you come from? Where are you at the different conventions I go to, and it's because they get sucked in on some issue, whatever the issue is. So in that world, you're gonna have people raise up some objections. So I like to use the victor Antonio, who is a great sales mentor, I cannot recommend looking at his work enough, but he talks about instead of blocking, or instead of overcoming objections, blocking objections, which is definitely a tool I like to utilize. But being prepared to overcome objections as they come up as well is important. So let's look at the two different ways you do that when you block an objection. If there's something you know, is often brought up by your competition, or just as a question by your prospect, you can address that in your value statement. So for example, if you know let's say your competitor is always pointing out that your solutions cost a lot more money. You can say In your value statement, you know, Hey, Mrs. prospect, while our solutions tend to be more expensive than our competitors, our customers appreciate that we have a 99% response rate within the first one minute of them reaching out to resolve their problems if they arise. So they appreciate that and actually don't see it as an added price. But rather, it's added value that they're willing to, you know, to bite the bullet or what have you. That's a different way of framing that versus going through and being ready to respond to Well, hey, your competitor said that your price is higher what's then you have to play catch up? What it is, it's important to understand the objections that are being raised as they come up, because behind every objection is a concern. There's something that is behind that objection that you need to address and understand, to see what's actually holding this person back. Because more often than not, whatever it is, it's holding them back is something in an emotional appeal, it might be that they're afraid of making the wrong decision. It might be in some cases, they have paralysis by analysis, there's so much out there that they're just overwhelmed. So it's important for you to when you hear those objections, better understand where's the objection coming from, so you can understand the root of the objection. And just like a doctor, if you see your patient come in, and they have a symptom, you're not just treating the symptom, you want to address the the actual cause of that problem. So you can take care of it and nip it in the bud versus constantly responding to the symptom. The same thing is true. When it comes to these objections, you want to get to the root cause of that objection, and make sure when you isolate that objection, you can truly understand it, and then overcome it. And hopefully, your prospect or in this case, in the political world, whoever it is, you're speaking to on the political solution will better understand and feel more comfortable and actually moving things forward.

Remso Martinez  21:59  
I think an electoral example is probably the easiest way to drive this point home for people something that you've discussed when discussing this area, is how Ron DeSantis used almost a single issue to really create a coalition when he was running for governor of Florida. Can you explain that a little bit?

Brian Nichols  22:17  
Yeah, absolutely. And actually, I had Phillip Stutz on my program. And he wrote the book, The undefeated marketing system. And that book, highlighted this example where Philip was a marketing company that the the Sanders campaign leverage. And what they ended up doing was they found that the number one issue that was being not addressed effectively, and in the demographic that was voting, the highest was school choice issues with, with moms in specifically those areas in Florida. So what they did was they focused on a pro school choice solution initiative. And they started going out meeting with parents that had kids in private schools or in charter schools, and saying, you know, hey, if Andrew Gillum wins, you know, you're going to not have this school and taking the videos of the kids crying, and then turning that into a completely 1,000% targeted campaign. In that specific target market of people. They knew that we're actively looking for a different way of doing things, in this case, getting out of the government schooling system. And that ended up being the number one driving issue that push that the Ron DeSantis campaign over Andrew Gillum. And honestly, like, without the efforts of Philip Stutz and his campaign, we might not be seeing what we're having right now with Ron DeSantis, being what the most like loved governor on the right in America, but also easily one of the top contenders here for 2024 as the Republican nominee. So that's entirely because he and his campaign understood the importance of focusing on the issues that his voters cared about. And I think we have a lot to learn there. If we if we're not going to focus on the issues that our voters care about, then somebody else is in more cases than not, it's gonna be your competitor.

Remso Martinez  23:58  
Yeah, I mean, like you said earlier, it follows exactly in line with your mantra, which is meeting people where they are, if you don't meet people where they are, they're gonna go somewhere else, because they might not naturally be inclined to go meet you.

Brian Nichols  24:12  
Absolutely. And who can blame them? Because and we, in the liberty movement, see this too often where we think just because we have the best ideas, that that means something it doesn't, we have to make it mean something to the person that we're reaching out to. And until we can draw that connection and make it real for them. It's just fluff and your average person has so much more to worry about in their day to day, they don't want to go ahead and dig through philosophy and principles and understand the ideas and concepts at the onset. They want to make sure that their main initial needs are taken care of, and if we can help them see that our solutions will help those needs get taken care of, then then we can have that conversation. We can show them hey, by the way, the reason this solution worked is and then Go into the philosophy go into the principles and show them there. But only then once they see that the solution can help and is helping, will they actually be open to those solutions and their end?

Remso Martinez  25:11  
Now, as we get to part four, I kind of laughs because I was thinking as to how other people kind of create the step list in their own minds. I think a lot of folks would make your fourth step, their first step. And I think that's where a lot of problems arise from step number four is solve, solve the problems, then offer solutions. Yup,

Brian Nichols  25:32  
you have to earn the right to sell your solution to your prospect. And only once you've earned that, right, do you dare present a solution? Because, and you're 100%? Right? Ramza, we almost saw this entire mentality over the past two years of trust, the experts in that mentality has been taking the solution first, and just saying, Well, yeah, this is you have to trust me on this is the best way of doing things. Nobody makes decisions that way, if my team so I led a team for three years out in the east coast as I built up my team's SDR department. And if one of my members of my team went out of their way, and gotten a prospect in the phone and talked about their solution, you said, just trust me, just trust me. I mean, they'd be they'd be gone in a week, because they'd never book any appointments, because nobody would make a buying decision in a just trust me way. Which if you're just presenting your solution, and expecting your buyer to understand just by the nature of how good it is that they just, they should take this decision, they should take this meaning they should buy this this product, then that's on you, you you have a responsibility to understand what your main driving problem is for your customer, but also what their goals are, what their vision is, and how can you help align whatever it is that you're bringing to the table of value with whatever it is that they're looking to get, not just out of this, this solution, but long term vision and how you can help correlate your your vision with their vision, and it has to become a relationship. People want to do business with people that they know, like and trust. And that starts with us being our authentic selves, but also building authentic relationships with people. One of my best customers I've had now for oh, my gosh, almost four years at this point has been because whenever he needed something, I was there to help him be a superstar for his company. And it started out because he needed to get internet at his CEOs. It was written the island in Maryland, I forget the name of it specifically, but it right on the Atlantic, they could not get any internet wired to their location, and we got him a comprehensive satellite solution. Long story short, now all of a sudden, his CEO of his company in the mini office there were able to have internet that they didn't have before and actually could do business. And nobody else at the company had been able to get that. So now he was able to be a superstar. So how can you not only solve the problems that your, your prospect or your biases before them, but how can you make them shine? How can you make them look like a superstar both internally to their friends and family, but if it's in the business world, to their co workers to their peers. So at that point, right, once you're able to present a solution, after truly understanding the entire concept of what your prospect is looking for, and to know for a fact that your solution can effectively help them only then can you present a solution and it has to be shown that you can you can truly help them. And to make it real, that's where we sometimes dropped the ball is that we think just because we have that great solution, and we show them, it's a great solution, that now it's just gonna you know that they'll sign off, but you have to show them how it's going to be real for them. So I always encourage them to talk to people who have gone through something similar to what they're going through the world of politics, introduce them to somebody who just became a libertarian from one of their political ways of thinking, if it's somebody on the right, introducing somebody who came from the right to the world of liberty, somebody from the left, or the vice versa, if you're in the business world, introduce them to a customer who just became a customer who's also in their vertical, if it's healthcare, introduce them to a health care customer, if it's in the world of finance, introduce into a finance customer. It's important though, to make them see the opportunity to go from their current state to that future state and helping it make it more real by introducing them to people who have already gone through that themselves. It makes it more real for them, and then it makes it more so an easy next step versus trying to make a very big and sometimes monumental decision that has very huge implications for the long term.

Remso Martinez  29:40  
Yeah, a an advertising mentor of mine many years ago once said, you know people want to buy but they don't want to be sold, and then go I feel that everybody regardless of where they come from, we all kind of have that. It's like we don't want somebody have to, you know, force us to want to get into an agreement or agree if a certain you know, statement or something but you know, we're at actively seeking solutions in our lives and we're looking for that trusted advisor to help us get to that destination or find that solution.

Brian Nichols  30:08  
Whenever we're I don't mean interrupt, but that's why we're on Amazon. And we're checking out, Amazon says, hey, people, like you have also bought similar products XYZ, we don't look at that and go look at them trying to upsell me, you're like, oh, that actually might be helpful, I probably could use that. Like, it's over there. I just bought some some whiteboard spray for my little whiteboard I have over here on my wall. And Amazon said, Hey, by the way, you should probably get a little eraser thing. And I was like, Hey, I probably should like that. But I didn't look at that, as they're trying to upsell me I looked at is Oh, yeah, they're looking out for my best interests, because they know if I'm getting that spray. I mean, I could use paper towel, but this will probably work better. So they recommended that to me now. Did I have to buy it? No, I had the option, I saw the value. So I took the opportunity to add that to the cart. We have to do that when we're having conversations with people. What extra value can you bring that just make sense to add to the cart?

Remso Martinez  31:05  
You don't I mean, exactly. And as we wrap up, you know, there's something that you mentioned at the beginning of our conversation, which is all this happens when you have a value statement, a statement of principles. I think that's incredibly important, because we've already gone through the four steps into learning how to communicate this to friends and family. But what do you think are the questions somebody needs to ask themselves before they get into this adventure, whether they're an individual organization or an activist group, or nonprofit, what's the most important thing we need to understand before we start going through this process, so that way we can ultimately try and help improve people's lives,

Brian Nichols  31:42  
you have to know what value you yourself bring to your customer. So this is why I, whenever I do any coaching or consulting, I'll always sit down with whoever it is, is the decision maker. And I'll say what you need to do. First, what we're going to do first is we're going to talk to your existing customers, and we're going to ask them, and it's gonna be uncomfortable, but figure out why they do business with you to start with, and and what you're going to find as you make that I call it your your win list of the people that you're already doing business with, you're gonna find some some commonalities, focus on those commonalities, and build up a kind of a profile of who that customer looks like who that prospect looks like. And then make that your ideal customer persona, we call that your ICP, your ideal customer persona. And when you find that ideal customer, start to focus on that niche, make that your one area of focus, and then you can become the expert in that area, it'll give you the opportunity to bring unique insight, which is nothing more than insight beyond the obvious. But here's the reality. And it's something I talk about all the time I'm talking about coaching folks in the greater business technology world is when I'm talking to a CIO, they're probably much smarter on the Texan specs in terms of the actual happenings the day to day. But when it comes to specific areas, I know that you know, I, for example, do a lot with your hosted phone systems, bandwidth solutions, contact center, call center, cybersecurity initiatives. So I'm dealing in that world all day long. So I'm seeing things and ways of doing things that are very unique that they maybe have not heard of, or seen before. So bringing that unique value and insight to them, I then all of a sudden can stand out from the white noise. And then once you've stood out from the white noise, and you can initiate this conversation, then you can start digging through these four steps. Because at the point you start to ask questions, now you're engaging in a conversation. But you have to get there first, you have to have the opportunity to sit down first. And it first starts out with understanding who should be talking to,

Remso Martinez  33:51  
Brian, this has been a lot of information. And I think it's something that we can all use, whether we're in the greater liberty movement, trying to advance certain policy goals, or even if we're just trying to build a better conversation with people. So we try and win less arguments. And we try and become a, you know, a trusted advisor in somebody's life. So we're actually building networks and friendships and building better relationships. I think this is all key to civil society, looking at a, you know, 30,000 foot goal, but you know, definitely in, in this realm, we know our ideas are good, because they're peaceful, they look out for the best interest of the individual, and we're trying to build a society that will be better for our children and grandchildren. But when we really try and listen to people and understand where they are, how to meet them and how to achieve goals together, that's how we're going to do it. Brian, if people want to go ahead and grab a copy of the book, which I'll go ahead and leave a link in the show notes. They it's a free ebook, folks. You can get through it in less than 10 minutes, or subscribe to your program, The Brian Nichols Show, how could they do so? Absolutely. Renzo? First and foremost, thank

Brian Nichols  34:53  
you for having me on the program. It was an honor to speak to you again and to speak to your audience. And in terms of how Making grab the ebooks so you can go to the Brian Nichols show.com There's two ways you can do it. Number one, you can sign up right there. At the very top of the homepage, you'll see a link for the ebook. Or you can go to Brian Nichols show.com and sign up for our morning sales huddle, I'll send you over a free copy along the way in the morning sales huddle, usually once or twice a week right now. And it has just been as I gotten back into the world of sales, I've done less emails, but I've tried to make them more more detail and value oriented. So maybe one two to three per week at this point. But I'd say a quick overview of what I was used to doing with my sales team. I'd sit down every single day and we walk through every morning something in a coaching world in the world of sales, how to either become a better sales professional, how to become a better person. We do trainings, coaching, all that fun stuff. I'm bringing that to my audience, and specifically because we have to be better versions of ourselves before we try to sell other people on our ideas being better. So that's where you can go ahead and sign up there it is a free resource and again, you can get the ebook, four easy steps to help sell liberty to friends and family. Yes, Brian Nichols show.com And then you can find me on social media at be Nichols liberty, Twitter and Facebook I'm over on YouTube as well hit subscribe because I know sometimes YouTube likes to hide all of us Liberty folk, from hitting those those main news feeds so anytime we go live or anytime a new video drops make sure you don't miss it hit the subscribe button and give us a like while you're over there for the videos you watch and you can find a couple episodes there with a Remco W Martinez and his awesome show on the run over in the we are libertarians network to so little content of what to expect.

Remso Martinez  36:38  
Thank you, Brian. You're too kind. Brian Nichols. Thank you once again,

Brian Nichols  36:41  
absolutely runs out.

Unknown Speaker  36:43  
Thanks for listening to The Brian Nichols Show. Find more episodes at the Brian Nichols show.com

Brian Nichols  36:50  
Enjoying the audio version of the show, then you'll love our YouTube channel. Be sure to head over there and subscribe. If you're new to The Brian Nichols Show, be sure to head to your favorite podcast catcher and click download all unplayed episodes so you don't miss one of our nearly 500 episodes that will be sure to leave you educated, enlightened and informed if you got value from today's episode can do me a favor and head to the Brian Nichols show.com forward slash support and leave us a $5 donation and by the way you get on the show five sober yet if not head to Apple podcast and tell folks why you listen to the program and don't forget to tell your friends to subscribe to follow me on social media at B Nichols liberty and again, if you'd be so kind please consider making a donation to The Brian Nichols Show at the Brian Nichols show.com forward slash support. The Brian Nichols Show is supported by viewers like you. Thank you to our patrons Darryl Schmitz, Michael Lima, Mitchell Mankiewicz hodi John's Trent Acosta and the we're libertarians network. Faced with an uncertain future many business owners and technology professionals don't have the time needed to invest in their business technology strategies and as a result are afraid of their technology getting outdated and putting their company and customers information at risk. The digital future is already here. But with all different choices in the marketplace, it's difficult to know which one will be the best fit for you in your strategic vision. Imagine having the peace of mind that your business is backed by the right technology investments that are tailored for your specific needs. Hi, I'm Brian Nichols and I've helped countless business owners and technology professionals just like you helping you make informed decisions about what technologies are best to invest in for your business voice bandwidth, cybersecurity, business continuity juggling all the aspects of business technology is messy. Let me help head the Brian Nichols show.com forward slash help and sign up for a free one on one consultation with yours truly to dig into where you see your company headed and how we can align your business technology towards those goals. Again, that's Brian Nichols show.com forward slash help to get your simplified business technology started today.

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