Do It Selling | David Newman | Episode 388

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September 11, 2023

David Newman, CSP, is the Founder of Do It! Marketing, a revenue acceleration mentorship program for B2B consulting practices. He specializes in thought leadership marketing via seminars, consulting, and coaching programs to help solo consultants and businesses grow their revenues from 50-500% in under 15 months. As a certified speaking professional, David is a member of the Million Dollar Speakers Group at the National Speakers Association. He is also a best-selling author of the Do It! series.

Here’s a glimpse of what you’ll learn:

  • David Newman shares the breakthrough experiences that led to Do It! Selling
  • Sales mistakes business owners make during growth
  • Strategies for market validation
  • The difference between traditional sales books and Do It! Selling
  • Case study: how to pitch to your prospects
  • Advice for leading a sales conversation

In this episode…

For most entrepreneurs, selling is awkward. No one enjoys cold-calling arbitrary prospects or spamming their network, so some business owners execute an idea without adequate research, targeting, or messaging. How can you sell your services without using antiquated methods?

Believing his services would sell automatically, sales speaker David Newman accrued massive debt after planning a conference in Disney World that drew only six attendees. After exhausting corporate sales strategies, David reinvented the process for solopreneurs. He recommends performing market validation by gaining feedback from your prospects to refine your messaging. Rather than promoting your services, uncover and study your target audience’s specific needs and issues to develop specialized solutions.

In this episode of Growth to Freedom, Dan Kuschell hosts David Newman, the Founder of Do It! Marketing, who shares strategies and insights from his book Do It! Selling. David explains how to pitch to your prospects and lead a sales conversation and the top sales mistakes made during growth.

Resources mentioned in this episode:

Sponsor for this episode…

Thanks for listening to this episode of growthtofreedom.com.

Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall in growing your business? Well, let’s help you solve this problem today. Let’s review your business and have a conversation. You can do that for free today at breakthroughstrategycall.com. That’s breakthroughstrategycall.com.

In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free small business toolkit. You can get that at activate.breakthrough3x.com. That’s activate.breakthrough3x.com.

If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com.

Episode Transcript

Dan Kuschell  0:04

Welcome to this segment of our show. We’re glad to have you with us and ask you this. What if you could actually sell more to your perfect clients? What if you could sell more at higher prices? Or even attract the tip of the iceberg as far as a fluid clients, and be able to do it in such a way that people feel like, wow, that was an amazing experience? Would that be something you’d want to know more about? Well, if so, today’s segment, today’s episode, and today’s guest is all about that. He’s an expert at all kinds of things. But most importantly, helping you be able to generate more new clients do it in a much more efficient and effective way. And especially if you’re in the professional services business name is David Newman. He’s a certified speaking professional. He’s a member of the million dollar speakers group with the National Speakers Association. He’s the author of the best selling book, Do It! Marketing, Do It! Speaking, and now Do It! Selling? And by the way, is that what you want? Do you think he might be able to share a little bit with you he helps solo consultants and business coaches grow their revenues 50 to 500% in 15 months, and many times, a lot less the only thing probably more fun for David are playing with some puppies or something like that. So David, welcome to the show. How are you brother?

David Newman  1:36 

I am great, Dan. It’s great to be here. Thank you. And although we’re gonna have a tremendous amount of fun today, you can’t argue with puppies, puppies, candy and bourbon.

Dan Kuschell  1:46  

Yes, well, I have a bear. So Bear is my favorite. He’s more than a puppy now. And he’s, he’s he’s a ball of joy for my wife and I a mix of Yorkie and I’m drawing of O B Shan Shan in New York City. So he has a lot of fun and a lot of energy, even though he’s eight years old. So

David Newman  2:04 

tremendous. I love it.

Dan Kuschell  2:06  

So I want to dive into a David, I mean, you’ve got a wealth of experience. You’ve been at this for several decades, there’s so much, you know, experience that you have. So Do It! Selling for professional service business owners, you know, consultants, coaches, etc. You know, tell us about your quest. This like, you know, what, what got you interested in this, you know, so to speak versus something else?

David Newman  2:32  

Sure. Well, so I, I was the person when I started out that this book is written for the person who loves the work of the work, and just really doesn’t like the sales part. Sales is mystifying sales is weird. Sales is slimy sales is yucky. People who feel that old school tactics like cold calling and randomly spamming strangers or randomly spamming your network is completely useless. There has to be a better way. People who really want to earn attention, Dan, from their prospects by positioning themselves as an authority, and not as a peddler and not as a vendor and not as a commodity. And folks that want to sell more without all the chasing, and begging and scheming. So when I, when I first started this business in 2002, I had no idea how to sell how to prospect, you know, people would even talk about prospecting. And they would say, well, you’ll find some people to talk to. That’s step one. And I was like, wait a minute, I don’t understand any of those words. What do you mean find? What do you mean some? What do you mean people? Like, where are they in my back yard? Do I have to get in my car? Do I have to go downtown? Where are these mythical beasts, cold prospects. And it was just it was so discouraging. And it was so difficult for me. And I think a lot of times professional services, sellers, when they distance themselves from their sales responsibility, it becomes much harder than it needs to be. So one of the mantras that I share early in the Do IT! Selling book is effectively selling your services is a little bit harder than it looks but it’s a lot easier than you’ve been making it

Dan Kuschell  4:33 

and speaking of a lot easier than you’ve been making it David you know, can you think of a time you know, maybe it was in the very beginning, like, you know, maybe your lowest point or like a big mistake that you made or you know, you know, a huge roadblock that you ran ran into, and that you could share be open to share that for yourself related Do It! Selling and the frameworks around it, and maybe a couple of the lessons that you took from it?

David Newman  5:05  

Yes, yes, yes, yes. So I remember, and this was a near bankruptcy experience. So I remember it extremely well. This is around 2006. And I figure you know what we’re going to do, we’re going to have a big conference, we’re going to have a big event, we’re going to just get all of these entrepreneurs and small business owners together, we rent it out, and we put money down for I believe it was the dolphin resort, down at Disney World in Orlando, something like a $40,000, deposit, hotel, room, hold food and beverage hold all of this. And then I mentioned that we didn’t really have an email list, we didn’t really have a strategy. And we didn’t really have any idea of how to sell tickets to this conference. Because if I didn’t mention that those would be three very important facts. And we built a beautiful website. And we were, you know, we were talking to people, and we were shaking hands and kissing babies. And we were going to other conferences and promoting our conference. And we’re about five or six weeks out. And I say to my partner. So how many tickets have we sold so far? And he says, Six? And in my head, I’m thinking, did he say 60? Did he say 16? I said, could you give me that number? Again, he says six. And I said six. And we’ve reserved what the room block is for how many 100. And the food and beverage breakfast lunch and dinner is for how many? 100? And I said right now we have six? Well, yeah, can we get the deposit back from Disney? No. In fact, not only can we not get the deposit back from Disney, it’s time to make the next $90,000 payment to Disney to move this thing forward. And I said to him, this is possibly the understatement of the year in entrepreneurship for 2006. I don’t think we’re gonna make it, I don’t think we’re gonna. And in fact, we did not make it. And this caused us to go totally upside down into all kinds of credit card debt. This was a put your hand on the stove, and let’s never do that again, experience. So thinking that the idea, Dan, the idea is so great, it’s gonna sell itself, we just tell people what we’re up to. And they’re gonna jump in the boat and buy a $2,000 ticket or a $1,500 ticket to our amazing event. And, you know, a lot of people want to build it first, and then try and sell it. And that was our mistake. So now we go 180 degrees opposite from that, we’ll sell 75 tickets first. And then we’ll say, Okay, let’s put the conference in place. Let’s find the venue, let’s book the dates. So it was a total total disaster, thinking that the brilliance would just sell itself and that never happens.

Dan Kuschell  8:31  

That there are so many layers of lessons there. And I you know, you brought up email list, you brought up strategy didn’t have, you know, previous relationships, and a whole lot more. And, you know, this idea like so. So, as you work with people, right? Doing what you do, and again, you’ve been doing this for a couple of decades, helping clients, you know, in 15 months or less, be able to to grow 30 to 500%. What are some of the big mistakes you see that they are making? That you’re like, oh, I want to help you avoid that? What are some of the or maybe myths or misunderstandings but sure, yeah, well, I

David Newman  9:10 

think I think embedded in that story are a couple of them. Number one, thinking that any idea no matter how brilliant is going to sell itself. Number two, complete lack of market validation, complete lack of testing demand, complete lack of actually talking to prospects, or people who are very similar to your prospects to see if your brilliant, ingenious solution is actually something that they’re willing to spend money on, or is it even a problem that they have, if it is a problem? Is it small, medium, large, or supersize? What are the competing alternatives and the other ways that they’ve thought about solving this problem? And, you know, just think saying that this is going to be a walk in the park because somehow sales is a meritocracy, my friends, sales is not a meritocracy, the best service, the best product, the best idea doesn’t win the Best sold product and the best marketed product wins. And damn, that’s where your brilliance of course with your clients comes in, you can take an average product or even a fairly good product, you can market it the right way strategically, with the right kind of tactics with the right kind of audience targeting with the right kind of messaging around it. And it will outsell and it will outperform perhaps a much better product, a much more expensive product that’s not marketed nearly as well. So people you know, and this is what we’re talking about books here. There’s a reason that these books are called the best selling book and not the best written book, the best written book is often not the best selling book, because the sales and the marketing is a completely separate animal from the substance of the work that you’re actually doing.

Dan Kuschell  11:12  

Yeah, so speaking, let’s unpack it. Let’s pretend for a second David, that we’ve got someone that’s more of a novice versus having all kinds of experiences, you know, some of the naming in your market validation demand. So to speak to that, like, what’s an example of a story of someone that, you know, maybe, you know, maybe on the other end, what did they do to figure out market validation? What are a couple of steps to be able to do that? Sure,

David Newman  11:37  

totally. So this is this is old school, but it works. We call it breakfast, lunch, coffee, drinks, Zoom call phone call, actually connect with people who are in your target market. And if you have to buy breakfast, if you have to buy some lunch, you got to buy some coffee, no problem. I remember, early, early on, I met a guy who ran a 10 person, IT consulting firm, so perfect professional services kind of business. And I said, Can I take you to breakfast. And I want to run some ideas by you about the way that you think about marketing and the way you think about selling. And this might be helpful to you, I know it’s going to be helpful to me. I’m buying. I’m buying the bacon and eggs. So he says absolutely happy to happy to do it. And we sit down. And I say so tell me about marketing your company. Tell me about marketing your firm, and we start getting into it. Three minutes in, he throws his fork down on the table. And he says David, the first thing you have to know, I really, really, really hate throwing marketing money into a black hole. I never know what works. I never know what doesn’t. I never know what to change. Everything seems random people are at my team is asking me, Hey, can we get a new brochure? Hey, can we change the language on the homepage? Hey, can we get a new mailer out? And I have no idea what actually works. And I am so tired of throwing money into a marketing black hole. So Dan, luckily, I was listening that day. And we finish our bacon and eggs and we go on to some other topics. But I run out to my car. And I always keep a pad and a pen in my car. And I write down some of these key phrases. Tired of throwing money into a marketing black hole, spending a lot of money on marketing, never knowing what works. My team is asking me for new new brochures, new mailers, new collateral new website, I don’t think any of it’s going to work anyway. If you go back to my website, the Do IT! Marketing website, I immediately changed my headline. I changed my sub headline on my main sales pages, services pages consulting pages, one of the headlines that was there for 10 plus years was the question, tired of throwing money into a marketing black hole? And then the bullets is this you? Is your team asking you for new brochures, new collateral new new folders, and you have no idea if any of that’s going to work? Are you changing up your messaging every six months hoping that something’s going to land with the right kind of client? So literally, that was just literally one conversation. I have had hundreds of conversations and I don’t mean sales conversations. I mean research conversations over breakfast, lunch, coffee drinks dinner, and I am perpetually curious. I’m like a marketing detective, trying to find out what’s going on in the mind of my prospects. So that my messaging resonates with them lands with them and when they see the website when they talk to me when they see Anything that we do when they read one of our blogs or emails, they stop and they go, Holy smokes, this guy is talking to me.

Dan Kuschell  12:31  

And as you’re watching, or you’re listening right now, what would happen for you? If you had more of your right fit perfect clients go? And I feel like they are talking to me. And man, they are different. Let me learn more. Right? How How would that impact your business? Right? And if you’re not getting that, like, What’s it costing you to not have that kind of impact to be felt like, you know, you’re the same old, same old, you’re got the same tired message that almost everybody else has that, you know, essentially is a me to kind of thing. Right? What happened for you, if you could apply what David shared with you, and you become your market detected, you have messaging that stops people in their tracks? Now, David, as you as you look at what you framed over a couple of decades here with do with selling, what makes Do It! Selling, you know, different? You brought up earlier that traditional selling or slimy selling, you know, this old, old approach to selling as you know, I would almost say outdated, right, what makes Do It! Selling different for normal everyday professionals?

David Newman  15:11  

Sure. Well, I think so many sales books are written for a corporate seller. So for the folks that are not working in a corporate environment, you know, here’s the checklist, Dan, you. So if you’re going to pick up this book, you probably don’t have a sales manager. The word sales manager never appears in the Do IT! Selling book. You don’t have a sales territory. You don’t have sales quotas, you don’t have the sales department, because you are the sales department. You don’t have sales meetings. And most importantly, you just don’t like sales. Because maybe you’re you’re taught that you’re not even supposed to like sales, because sales isn’t your job. Consulting is your job or running your law firm is your job or running your engineering company is your job. So this is literally the sales book for people who hate sales people who are thinking, Dan, I would rather get a root canal, spend another minute selling, pitching or peddling my stuff, cold calling and being a desperate spammer? No, thank you. People that are thinking, You know what, those old school high pressure sales tactics, they don’t work for me, you know why they don’t work for you, because they don’t work on you. So of course, they’re not going to work for you. And at sales just seems so random. Sometimes it happens. Sometimes it doesn’t, I can’t tell the difference. And Holy smokes, isn’t there a more systematic way to market and sell. So if that’s if I’m just singing your song right there, you’re going to pick up a lot of sales books that talk about corporate selling sales, meeting sales quotas, sales territory sales manager, this is for the sales department have one the sales department have one is usually an entrepreneur or a solopreneur, who’s running either a small, you know, solo practice or a boutique firm, somewhere in that professional services landscape. And selling is part of what you do, it’s the most important part of what you do, because you don’t get to do what you love to do until you sell it. And so that I would say is what sets this apart. For most sales books that are written for kind of larger corporate salespeople, or, you know, product or industrial salespeople. This is specifically professional services selling and it’s specifically for people who just don’t like sales.

Dan Kuschell  18:57  

So if you’re someone who doesn’t necessarily connect to sales, or like sales, yet, you love showing up at the highest level of service. You’re a servant leader, and you see yourself that way, then it sounds like Do It! Selling may just be what you’ve been looking for. Where you go, wow, this is so refreshing this is I’m so glad I found my place. Now speaking of that, David finding your place and the Do It! Selling strategies, what’s it what’s an example of a client or two that maybe you’ve worked with and you know, before you know, they had this like, belief about selling and it’s slimy or eerie or cookie or whatever you want to call it and, you know, they embraced it took a chance maybe were reluctant in the beginning. And you know, they were called they you know, they felt maybe like as you’re watching right now maybe you feel called to like what David is describing to you. And they just took a took a Chance and you were able to help them talk about that a little bit what totally.

David Newman  20:03  

So there’s many stories, but I’ll share one specifically. One of the things that we talked about in the Do IT! Selling book is that take off your sales hat, put on your investigative journalist hat, you want to approach prospecting, as a series of questions driven by genuine concern for that prospect and genuine curiosity. So literally pretend that you’re an investigative journalist, you’re you’re doing an episode of 60 minutes, you’re doing a deep dive research, well researched profile of this prospect or of this prospects company, what would you need to find out? What would you want to find out? What would you be curious about? What would you be interested in? And as I’m laying out these types of questions and the different layers of the sales conversation on the entire, and the end sales process, just one client of mine stops me and says, David, I am feeling so much better already. I didn’t tell you this. But when I was fresh out of college, I actually spent 10 years as a journalist, I love everything that you’re saying. This is absolutely in my wheelhouse. I never thought of selling as being an investigative journalist, being curious, uncovering the real story behind the story, the issues behind the issues, the challenge behind the challenge, or the question behind the question. I, the person said to me, this is going to be easy for me. And then their whole energy change, their whole physicality changed. He says, you know, this is going to be fun for me. I said, I’m sorry, hang on. Can you repeat those last two sentences? He goes, Yeah, I think this is going to be easy for me. And this is going to be fun for me. And I said, You are healed, my friend, I’ve laid my hands on you, you are healed. This is the entire reframe of the sales process. It should be easy, and it should be fun.

Dan Kuschell  22:14  

And speaking of that, I’m curious like, what as a result of that energy, right? shifting to more fun and Matt more natural, like it sounded like it was more of a natural extension of that person. And then being like this journalist for 10 years, what kind of results did they get? Like, what what happened?

David Newman  22:33  

Well, they immediately it’s funny, because this is also one of the we have several testimonials and videos and so forth on our website. But the his particular story, he went from getting paid $200 For something that he was doing, to getting his first $25,000 sale. So moving from kind of an hourly coaching, consulting, you know, hourly rate, which is the absolute worst thing. And I know, Dan, do you believe this, you teach your clients this hourly pricing is killing your business, anyone that’s listening here, connect back with my friend, Dan, he will get you straightened down on why hourly pricing is such a horrible idea. But literally close this first $25,000 deal, based on value based on outcome. And based on getting the answers to all of these investigative journalist questions that he was asking, uncovering a much deeper level and a much deeper set of problems than that client first came to him with. And he said, You know, I had to be brave when I was when we’re having the conversation about what what the solution might look like, and what the investment range might look like. That $200 was banging around in my head. And I had to compartmentalize that and say, no, no, we’re not doing it the $200 way, we’re doing it the Do It! Selling way. And they came to $25,000. Now that client ended up renewing multiple times. And the $25,000 thing led to a $35,000 thing. And they ended up referring my client to a couple of other opportunities. So literally, six figures of new business in a matter of months. And he was about to go down to $200 track. And he just literally changed the programming in that initial sales conversation. And that took him on a whole different trajectory.

Dan Kuschell  22:46

That’s amazing from $200 to six figure opportunities, and then some Yeah, that is so so powerful. What like what would you say to someone who might be listening right now and they might be thinking to themselves well, that sounds too good to be true, David, like that’s may work for them or you but not for me like so to speak to them.

David Newman  24:53 

Sure. So I think the the big turnaround is when You actually know what you’re doing. In a sales conversation, you become a leader of that sales conversation. So you’re not you’re not having a sales conversation, you are leading a sales conversation, and prospects and people in general human beings, they want to be led, they want to be led, they want to follow somebody that has a process, they want to follow somebody that has a sense of certainty about what they’re doing and how they’re doing it. And wants, this is the most monetizable skill that you could possibly learn. And Dan, you’re an absolute master, you’re a sales Jedi Knight, I’m an aspiring sales Jedi Knight compared to the brilliance that you share with your clients and audiences. But this is something where you unlock even the beginning stages and phases of this skill, and you will be able to create opportunities in your business that days or weeks ago, you literally thought were unimaginable that that’s for other people, that’s not for me, other folks can close these six figure deals, I will never close a six figure deal. Other folks can get paid $25,000 for that kind of service, I will never get paid $25,000 for that kind of service. Now think about any skill that took some time to develop, playing the violin or, or parachute, you know, parachuting out of an airplane or whatever. At some point, you didn’t know how to do those things, either. And then one day, you put in the work, you did the study, you did the practice, you learned it. And so you didn’t know how to do something until you did. And when you learned it, then it became easy, right? In hindsight, every skill that we’ve developed is easy. We forget about all the work and the mistakes and the practice and the mentors and the teachers and the helpers that we had along the way. But once you’ve mastered it, you’ve mastered it. And for you. It’s like, it’s very natural, it’s organic. It’s like breathing. It’s like riding a bicycle, as the old cliche says, but it’s totally, totally true. And if I was to say, what is the number one skill that every entrepreneur needs to embrace, and probably embrace earlier than they have embraced it in the past, it is selling, it’s not lead generation, it’s not marketing, it’s not branding, it’s not even doing the work of your work. Because like I said, you don’t get to do the work of your work until you sell the work first. So this is this is something that will let you create the business of your dreams faster than you ever imagined possible.

Dan Kuschell  27:53  

And, you know, I you know, I would say that I’m a product of this type of belief system. Right? You know, I, you know, in college, I was a janitor to make extra money, and you know, now being one of the highest paid professions in the world. And if you’d have told me that that would be the case. You know, just a few years later, I would have out of college, I would have told you that’s that’s insane. That’s crazy to think about, oh, yeah, I’ve met you know, people in customer service who’ve become six and seven figure earners by developing the skill you teach. I’ve seen construction workers, I’ve seen school teachers I’ve seen, you know, all types of backgrounds and so on. And so if someone David is sitting here going, Okay, I got I got an inkling, and I want to take it take my game to the next level, maybe your baby, they’re new, maybe their season somewhere in the middle? Where can people go David, to connect with you to learn more, to take advantage of some of the tools, trainings and resources you’ve got available?

David Newman  28:55 

Thank you for asking. So two places for some free resources. The first place is the free resources, companion tools and free training connected to the book. So that you will find at doitmarketing.com/selling. And then we also have some free On Demand training that is at doitmarketing.com/webinar. But all of the resources that companion tools, the forms, the videos that go with the book, are at that first URL doitmarketing.com/selling to get you all the bonuses for the Do It! Selling book.

Dan Kuschell  29:34 

So I encourage you right now while you’re listening or while you’re watching open up your browser, you can still watch you can still listen go to Do It! Selling I’m sorry, doitmarketing.com/slash selling by the way all the links will be in the show notes as well. So go to doitmarketing.com/selling or you can go to doitmarketing.com/training. So do it now take Caption and take advantage of the resources David’s got available. I mean, he’s been at this for decades, he’s helped hundreds and hundreds of people, maybe 1000s and 1000s of people all over the world, master this. Well, what arguably is one of the highest paid if not the highest paid skill in the world today. So take action right now. So David, what’s, what’s something I should have asked you that I didn’t get a chance to ask you? Yeah.

David Newman  30:29  

I guess what was How about David? When what was the first piece of evidence that you experienced, that you had really mastered the sales game?

Dan Kuschell  30:45  

Hmm. So what is some of the first burst evidence where you mastered the selling game?

David Newman  30:51  

So it was November of 20, thank you for asking. It was November of 2015. November of 2015, was our first six figure sales month in my company. And that came from a combination of two things. Brute force dedication to talking to a lot of people, a lot of people. And that that’s a combination of lead generation, a combination of connecting with our email list more vigorously. Lots of zoom calls, lots of phone calls, lots of sales at bats. And then just closing a crazy number of people like, like I had, I remember November of 2015. I had 11 calls over the course of two days. It I was 11. For 11. Dan, I had never been anywhere near 11 for 11. But it was like sale, sale, sale sale all in a streak all in a row. And I was like, okay, something is and again, I couldn’t believe it. I couldn’t believe it. I was like, What is going on here? Like, did I just drink some magic Kool Aid? Did I take some different vitamins this morning. And that’s when I knew that I had all the sales knowledge, all the sales, training, all the sales tactics, all the sales, studying that I’ve done all of the sales improvement that I’ve worked on myself. And I was like, wow, this is becoming easy. This is just becoming fun. And again, I truly believe that it when sales becomes easy and fun for you, you will sell a whole lot more, right people are overdramatizing, over analyzing over paralyzing and this whole sales thing becomes very fraught with tension and stress. Once you let that go, guess what happens, your prospects relax, your prospects feel they’re talking to a master. If you ever ever sales conversation with Dan, oh my god, you know that you’re in the right place, you know that you’ve arrived, you know that this guy knows what you’re up against forwards, backwards and upside down, you’re like, Okay, Dan, I’m in. I’m in buddy, I’m in because of your clarity and your certainty, and you’re just totally at ease, you are totally at ease. When you’re in a sales conversation. That’s what our listeners can look forward to. So that was that was my aha, I was like, okay, 2015, I got this down. And then I just had to wait eight years to actually write the book and put all the pieces in place. And of course, now I’m eight years smarter, as well, because you know, the master is always the student, I truly believe the master is always the student. So you know, we’re all standing on the shoulders of giants. And, you know, I wouldn’t be where I am without the mentors and the coaches I’ve invested in Dan, I’m sure you feel the same way. Absolutely, absolutely.

Dan Kuschell  33:45 

And if you’re, you know, if you’re looking for a way to enjoy sales, to work at your craft and master sales and a fun, new way that I would encourage you go take advantage of the resources that David’s put together for you, you can go to doitmarketing.com/selling, go to doitmarketing.com/selling. Again, all the links are in the show notes somewhere here on the page. I don’t know if it’s over here, over there, down below or above it somewhere here. Either way, doitmarketing.com/selling, take advantage of these resources he’s got available to you to help you on the journey to master your craft. Yeah, I’m always fascinated David by the stories on a couple different levels of why many of us do what we do and how we got involved. Can you remember back to like your childhood a little bit. And maybe a story or an experience that happened that you know was maybe a trigger for you doing what you’re doing today that you can share?

David Newman  34:49 

So my parents my parents have these eight millimeter movies of me as a kid you young kids, look this up on wiki? Yes, look up eight Am I am movies right? Exactly the and the eight millimeter movies. I am in my father’s office. His office believe it or not corporate offices used to have chalkboards. So before there was a whiteboard, there was a chalkboard. Yes, this was the 1960s and early 1970s. I am at the chalkboard pretending to be the teacher. I’ve got a little pointer because he had like a pointer like one of those old wooden pointers with a chalkboard. And I’m doing that. They have numerous numerous videos of me teaching or kind of hamming it up for the 8,000,008 millimeter movie camera. So I look back at these. It’s like, what am I doing today? I’m teaching, right? I’m in front of an audience. In this case, it’s zoom and or live in person. I’m having it up because I have a sense of humor. And I like to have fun. And obviously, if sales is going to be fun and easy, then teaching you sales should also be fun and easy. And so we have a lot of fun in our client programs. And those looking at those old home movies. I was like, wow, that DNA was in there from the beginning. That the teaching the chalkboard, the writing the demonstrating, oh, now we have iPads and PowerPoint. Back then I was a little kid with chalk, a chalkboard and a pointer.

Dan Kuschell  36:29 

That is so cool. What uh, what are one of the three action steps you hope that you know someone who’s watching right now, or listening right now would take as a result of our time today do

David Newman  36:41  

fantastic. Number one, find some prospects and people like your prospects to talk to do what I recommend that go out to breakfast, taken the breakfast, lunch, dinner, coffee drinks, talk to economic buyers and people like your economic buyers, not to sell them anything. To do that market validation step, listen for their challenges, listen for their vocabulary, listen for the language that they’re using, when they’re telling you what’s working and what’s not working when it comes to your area of expertise. So definitely more conversations in the real world will help you that’s number one. Number two, is focus as much as you possibly can on solving very specific problems for very specific people. The kind of the generalist, right the the man is all the people that are going well, everyone needs what I do, everyone needs our product, everyone needs our service. That might be true. But I’m going to give you a quick test, who needs it more desperately, who’s going to value it more highly, and who suffers from that problem more greatly, where you find the biggest gap is where you will find the most demand. So please, please please specificity around who you serve and specificity around what you solve for those people make those decisions right now, the sooner you make those decisions, the sooner a whole bunch of doors is going to open for you. If I was to say a third thing. Think like an investigative journalist, when you’re in a real live sales conversation, like we said earlier, take off your sales hat, put on your investigative journalists hat, get really curious, get really in tune with what they’re telling you they want and what they’re telling you they need, and then dig and probe and uncover just like you’re doing a 60 minutes profile. You’re an investigative journalist, the first answer is never the real answer. First problem is never the real problem. First challenge is never the real challenge. First outcome they want never the real outcome they want. So learn to probe dig, uncover, find out what’s really going on. And then the deal size of whatever service or program you’re selling will naturally expand, it has to get bigger. And that’s going to be the key to help you get better clients and bigger deals and higher fees. And if you’re

Dan Kuschell  39:23 

looking for higher fees, better clients and better deals, and you’re looking to have more fun in the selling process and you’re looking to make selling fun again, then I encourage you go get some of David’s resources at doitmarketing.com/selling. That’s doitmarketing.com/selling I encourage you to take action with what he shared with you. Right, get into more conversations and focus on the language in those conversations that you can use. As David mentioned earlier in his story, he talked about how he came and reframed his website is communication is messaging everywhere. And up until even recently, he had been using it because why it was, and were the problems of his clients, he talked about focus on solving problems for specific people that the bigger the gap, write this down, write this down right now and put it right there on your wall, put it in front of you put it on your computer as a sticky note, the biggest gap equals the biggest demand, the bigger the problem, the bigger the opportunity, the bigger the problem, the bigger the paycheck, opportunity. Also solve specific problems for specific people, right. And number three, is to be curious, be like a six year old, be like an investigative journalist, go deep, not wide, go deep. Become genuinely interested in others. And frankly, you’ll find that when you listen, when you find out what they’re really struggling with. Number one, you can offer a solution in many cases. But even if you can’t, you can still show up as you are best sell. Because let’s face it, you’re a professional, and you’re a servant, leader, right? And you can use the selling system that David’s talking about with do with selling to help take you to the next level. So take action, apply what David shared and if you want to go deeper, you want to learn more about how David can help you. I encourage you go to doitmarketing.com/selling. That’s doitmarketing.com/selling. David. Our time is up, brother.

David Newman  41:35  

So great to be with you my friend. I appreciate you a ton. Thanks for having me on.

Dan Kuschell  41:40  

Absolutely. He’s David Newman. Go check them out. doitmarketing.com/selling. We’ll see you next time on another episode of growthtofreedom.com.

Outro  41:49  

Thanks for listening to this episode of growthtofreedom.com. Are you struggling to get a steady flow of new clients every day? Or maybe hit a plateau or hit a wall and growing your business? Let’s help you solve this problem today. Let’s review your business and have a conversation. Do that for free today at breakthroughstrategycall.com That’s breakthroughstrategycall.com. In addition, if you’re looking for a simple way to implement some of what we’ve been talking about in today’s episode, I want to encourage you to get our free Small Business toolkit. You get that at activate.breakthrough3x.com that activate that breakthrough3x.com. If you’d like access to the special resources and all the show notes for this special episode, make sure to visit growthtofreedom.com Hey, it’s the anchor show click the buttons over here on the left. You can watch these other couple of videos as well as make sure to hit the subscribe button so you can get access to the latest insights strategies and wisdom giving you more clarity, confidence and direction for exponential business growth. Hit the button now

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