Sales and Cigars | James I. Bond | Brain Glue | Episode 163

[00:00:00] Hey everyone, Walter Crosby with Helix Sales Development, your host of Sales and Cigar.

[00:00:04] Today's episode, I've got James I Bond, who's written several books, but we're going to

[00:00:11] talk about Brain Glue.

[00:00:12] And so if you've got a business that you love your product, it's a great product to provide

[00:00:18] value to your audience, into your customers, me. This is going to be fun. I'm looking forward to it.

[00:01:40] So I mean, you've got a book we want they weren't, you know, born during his time, they still know it because that's one of the things that made him famous. He also said, mankind must put an end to war or war will put an end to mankind. And Zig Ziegler had a ton that part of it too? Yeah. I mean, they were like, you know, they didn't want to hear anybody else's opinion. You know, they were really tough. I love my brother, my middle brother. He was a great salesman. But you know, family and business doesn't always mix.

[00:04:21] So I started an advertising agency and I and I worked my way up and eventually won major clients, you know, Kraft Foods, Timex watches, Avon Cosmetics, Avid Laboratories, Seagrams, their world headquarters is in Montreal. And we went into what's initially's really profound. And I think because I had a noisy family and it wouldn't let me talk, I spent a lot more time listening and observing, you know, my brother for sure, but I love him dearly. But I mean, it just made me realize there's something more about selling than I don't understand and it turns out that most people don't understand and it's related to emotional

[00:07:02] selling and it's really just, it's his instinct is I mean, we both went through like Phil Carnegie. So we have sales stuff and everything. So the Phil Carnegie Public

[00:08:22] Speaking and then he went through the low price. We don't have to struggle for business if you want high quality stuff and you want to work with us. He said that in a simple phrase. And so, you know, I mean, we don't, you know, we don't wear the cheapest clothes possible. We don't drive the cheapest car possible.

[00:09:41] We don't have a used car.

[00:09:43] But I mean, you know, we just, we have a perception And it's just that he said all that and that simple phrase. And that's what blew my mind is like, that phrase triggered all this stuff going on in the guy and the buyer's head. And he went, yeah, you're right. I agree with you. Why do you think the other guy's price is so cheap? Yeah, he's, we don't want to work with the cheapest guy just because he's cheap.

[00:11:00] We want to work with somebody who has quality. was a little bit less in their price. I've been able to ask that question and it doesn't matter what the reason is because I'll ask the question, why do you think we're a little bit more expensive? Whatever their answer, that's the reason. Well, I have a power phrase that goes with that.

[00:12:23] I think everybody, I do coaching for the that? You know, and he forced, he forced, he pushed Tony to raise his price from 150 to a thousand bucks a person. And now Tony has like 10,000 people in a group that are coming to his workshop at a thousand bucks a person and the people in the front rows pay $5,000.

[00:13:40] And one of the things that Tony explained to us is,

[00:13:42] and people get better results.

[00:13:45] It's amazing because their expectation is higher. But, so the quality of my work was equal to theirs, or was equal to some of the top photographers, but I was charging a price that was like, they knew these price, these, they have to cost 800 to $8,000 a photograph. And then I was charging like 150 bucks

[00:15:00] and they would go, they look at the words,

[00:15:02] they want us really good.

[00:15:02] And what would you charge for this?

[00:15:04] And I would tell them 150 bucks,

[00:15:06] and they go, okay, there's something you have to do before you do that.

[00:16:21] That's what Brain Glue is all addressing.

[00:16:24] Jay Abraham, the marketing genius, You can't even off the top of your head say, why are you competing with? What are the alternatives? And why yours? One of the alternatives is I'm going to do it myself. We had a random advertising agency. We would ask people really powerful questions, which I address in a book here, but it's like past, present, future. Have you ever worked with an advertising agency before?

[00:17:41] That's past.

[00:17:42] If they say yes or no, it doesn't matter.

[00:17:45] The question is, well, what's worked on. What are the symptoms you have? What are the issues you have? Okay, and you have to be willing to say I don't think I could help you Most are don't want to do that They don't realize that once you wire that into how you sell it becomes easier to sell because people trust you the biggest problem We have is I don't trust anyone

[00:19:00] You know someone will talk to me and say if they're trying to sell me something and I go okay

[00:19:03] We have this you know, we have it all the time we have

[00:19:07] you know So I'm supposed to be this marketing specialist. Some people say genius. I'm not a genius. Thank you. Okay. John Gray, who did menor for Mars, women for Venus, said, do not tell people you're an expert. I will go home. I'm an ex. He wrote menor for Mars, women for Venus. He goes home and his wife proves that he's not an expert in relationships. Okay. So tell them they're a specialist.

[00:20:20] So I'm a specialist.

[00:20:21] Okay.

[00:20:22] But yeah, so I would have classes for a U.S. Small Business Administration.

[00:20:26] We'll have like two, his team hired me for. We have an expectation of what we can do. I have a chair. If any of you are sitting in a chair right now, do you believe you can jump over the chair? Probably not. We's where they became managers. So I don't have to sell. And I almost overnight in a couple of weeks, it's a multi-week process for behavior change. But in a couple of weeks, I turned these guys, not at gals, mostly gals actually, not just into top salespeople, but they loved selling

[00:23:01] and they became passionate about it.

[00:23:03] And they, you know, for mutual savings bank,

[00:23:05] they couldn't believe how their revenues

[00:23:06] like shot throughmower. So he said, why don't I call the product the lawnmower? He changed the name of his company to Manscaped. We're going to landscape a man with the lawnmower. So if I bought the lawnmower, first I wouldn't share it with my friends starting there. But I'd share this story.

[00:24:20] I'd say, man, you wouldn't believe what I just bought.

[00:24:22] I bought the lawnmower.

[00:24:23] And guys would say, why?

[00:24:24] You want to mow your lawnmower?

[00:24:25] No, no, no.

[00:24:26] It's for shaving my private areas.

[00:24:28] Really? I'm doing pretty well, so I love it. I use Pringles. But, so what does Richard Branson have in common with olive oil? Olive oil, the character? Olive oil. No, olive oil, the product, you know, dripping olive oil. Virgin! The word virgin. Virgin olive oil, and he had virgin records,

[00:25:41] and virgin, virgin, virgin.

[00:25:43] He started using the word virgin.

[00:25:44] So why is that powerful?

[00:25:45] Because it's a trigger word.

[00:25:47] When you hear the word okay, I got you, okay, I definitely wanna check out your book, okay? I mean, I explain in it, I don't trick them.

[00:27:00] I say, I call it dirty, you know, the dirty truth

[00:27:03] because dirty is a trigger word.

[00:27:04] I explain all these triggers that you could use was created by Tonka, and then Hasbro looked at it and said, well, we want to create a product just like that. So they called theirs Transformers. But GoBots, their slogan was mighty vehicles. Hasbro's was robots in disguise. Better thing, okay? Guess what? GoBots doesn't exist anymore, and Transformers sold $4 billion worth of product

[00:28:23] and $5 billion worth of movies, okay? and also pop art. Andy Warhol was really popular back then. Andy Warhol was a pop artist, so the words pop tarts resonated with everybody's head. So he called it pop tarts. And pop tarts sold so much almost overnight that it ran out of product. So he ran ads, a full-page ads in a major newspaper saying we apologize. We didn't realize so come out with other books too. But what, but take a look at, here's a perspective, one of the things I talk about. So he sold 500 million books, does that sound like a lot? Apple, how many iPhones do you think Apple has sold in its whole life? 500 million! You know, he sold as many books as Apple sold computers,

[00:31:03] it's got phones, you know, look at your phone.

[00:31:06] It's amazing, but Hopefully you buy the book. Okay. But I think it will blow your mind because it's blood. Brangler is blowing people's minds because they're realizing just persuade I have a

[00:32:20] mom that I have this mom that uses on her kids. She uses rhyme

[00:32:24] on her kids to get her kids to bed on time. I have this guy who your book is gonna help them do both of those things. Yeah, if you have a crappy product, please don't buy a book, okay? Or crappy service. But if you have a really good product, stop struggling. It's so, you won't believe how many people, and there's tons of examples of people who had fabulous products, but they were struggling, they made a little change and suddenly, psh, cells exploded, and it's easier than most people realize.

[00:33:43] Once you start doing this, you start going,

[00:33:45] oh, and then the other thing is,

[00:33:47] you start seeing Brain Glue and other people, So I think there's a lot of use for this, whether it's helping your family get a word in edgewise to being able to move a product that deserves to be moved, that is quality, that provides value to its customers. So we'll have all of this in the show notes.

[00:35:01] You have a link to being able to have a blockbuster. His accent, his demeanor. His character. The two guys that produced the Sean V James Bond thing, they asked him to do, they brought him into their office and they asked him to do some practicing for them and he said,

[00:36:20] I don't do that.

[00:36:21] And they went, okay.

[00:36:22] And they thought, huh, that's good.

[00:36:23] It was a real James Bond, wouldn't do that either.

[00:36:26] I don't do auditions.