Episode #40: Living Life as a Go-Giver with Bob Burg

[00:00:00] [SPEAKER_04]: When you are that person who can move your focus off of yourself and place it on serving others, discovering their needs, their wants, their desires.

[00:00:10] [SPEAKER_04]: Moving off yourself and making it about helping others solve their problems and challenges when you can take it off of yourself and make it about moving others toward happiness.

[00:00:19] [SPEAKER_04]: People feel good about you. They feel great about you. They want to get to know you. They like you. They trust you.

[00:00:26] [SPEAKER_04]: They want to be in relationship with you. They want to do business with you. They want to tell others about you.

[00:00:34] [SPEAKER_04]: They want to be your personal walking ambassador. So it really does work out that when you can make it about others.

[00:00:43] [SPEAKER_00]: But you got to mean it, right Bob? You can't do it. You can't fake it.

[00:00:49] [SPEAKER_00]: In the hopes that there will be a return on the back end, right? I mean it's got to be genuine.

[00:01:22] [SPEAKER_03]: Everyone, welcome to another episode of Bricks and Risk.

[00:01:27] [SPEAKER_03]: Up Tim, Guarity. And I'm Sean Mooney.

[00:01:31] [SPEAKER_03]: And today, Mr Mooney, we have an incredible guest as we do.

[00:01:35] [SPEAKER_03]: Bob Burg, Speaker, author and business authority. How you doing today, Bob?

[00:01:40] [SPEAKER_04]: Doing great, guys. Thanks for having me with you.

[00:01:42] [SPEAKER_03]: Thank you for coming on. So for those who are unfamiliar, Bob is an author. He wrote endless referrals in 1994, Fantastic Book.

[00:01:50] [SPEAKER_03]: He also co-authored the GoGiver.

[00:01:54] [SPEAKER_03]: Wrote with John David Man in 2007. It sold over 1.25 million copies.

[00:02:00] [SPEAKER_03]: Wall Street Journal best seller rated number 10 on Ink Magazine's list of most motivational books ever written, which is unbelievable.

[00:02:08] [SPEAKER_03]: Co-author of Street Wise to Sales Wise become objection proof from Beat the Sales Blues. He wrote that with Jeff C. West in 2024. So that's recent.

[00:02:16] [SPEAKER_03]: And as far as speaking, Bob has been a speaker for 30 years. He's helped entrepreneurs, sales professionals create powerful relationships effectively communicate their value and so on on high value rather than on low price.

[00:02:30] [SPEAKER_03]: He's a Hall of Fame keynote speaker on referrals, relationship building in genuine influence.

[00:02:35] [SPEAKER_03]: And it's spoken in front of groups that there were 15,000 attendees, which is just unbelievable.

[00:02:41] [SPEAKER_03]: Some of the personal stuff about Bob, Bob's focus is really on shifting it from giving to getting, which is what we're really going to talk about today.

[00:02:51] [SPEAKER_03]: He's an advocate supporter and defender of free enterprise system, believing that the amount of money one makes is directly proportional to how many people they serve.

[00:03:00] [SPEAKER_03]: He's an unapologetic, animal-finatic serves as part of a South Florida Rescue Foster and Adoption organization.

[00:03:05] [SPEAKER_03]: He went to North Adam State College in North Adam's Massachusetts and you were in English majors, that correct?

[00:03:12] [SPEAKER_04]: Yeah, and I still have no idea what a split, part of soul participant, your reverberation.

[00:03:20] [SPEAKER_03]: Just like Mr. Moony over here, who's at English guy?

[00:03:23] [SPEAKER_03]: All right, so first question for you, Bob. So you had mentioned in a past podcast that you were born to great parents and they focused on a giving first philosophy.

[00:03:35] [SPEAKER_03]: So I'd really like to just hear about your folks, can we learn a little bit about them if you don't mind?

[00:03:41] [SPEAKER_04]: Sure. And not even know who was necessarily giving first, we just think we're just very giving people.

[00:03:45] [SPEAKER_04]: So you know, it's just I got to have a great example growing up of people who just did their best to be really good people.

[00:03:54] [SPEAKER_04]: So very entrepreneurial in the nature. My dad grew up, you know, just very, very poor in the immigrant slum American type of thing by mom not as much, but you know certainly.

[00:04:07] [SPEAKER_04]: And but they built a nice business for themselves and they always did it through service and through serving others and they loved each other amazingly and they loved their family and it was just you know a great example.

[00:04:20] [SPEAKER_03]: That's awesome. Did you have any siblings or were you an only?

[00:04:24] [SPEAKER_03]: No, they're brother younger sister. Okay. So one or three.

[00:04:27] [SPEAKER_00]: Bob, when you talk about that, it sounds like there's a direct correlation with your upbringing seeing them and then you know with the book The Go Giver.

[00:04:38] [SPEAKER_00]: I mean, is that a direct parallel or something you base it off of or something else?

[00:04:48] [SPEAKER_04]: And then what we observe or we learn what we live, you're not sure which is the best way to say that. But my co-author John David Man also had a great parents too. So, you know, there's really something there.

[00:05:00] [SPEAKER_04]: But also, you know, is he grow up and you get older, you see other people doing things in different ways in certain ways, some better certainly not the grown with the values maybe you were taught, but.

[00:05:11] [SPEAKER_04]: And you see people having different results and you know sometimes you see people who do things in a yucky way that have some success and you see people doing things and what seems to be a good way you don't.

[00:05:21] [SPEAKER_04]: Other times you see people who do good things and are very successful and other times you see people who.

[00:05:27] [SPEAKER_04]: You know, at Lousy and that's the results they receive anything well is there any real correlation to anything and in there is because you know I noticed patterns I observe.

[00:05:38] [SPEAKER_04]: And what I saw is that by and large.

[00:05:44] [SPEAKER_04]: The people who were what I call sustainably successful and not just financially but financially also.

[00:05:52] [SPEAKER_04]: Yeah, you know financially personally, emotionally, relationally.

[00:05:57] [SPEAKER_04]: These are people who all had that desire to make other people's lives better. These are people who were, were giveers not in a self sacrificial way, not at all.

[00:06:08] [SPEAKER_04]: And it had nothing to do with that, but it was always in a way that seemed to have a focus on adding value to the world, adding value to people around them.

[00:06:18] [SPEAKER_04]: And those are the people who to me were always the most sustainably successful.

[00:06:22] [SPEAKER_04]: But it makes sense when you think about it.

[00:06:24] [SPEAKER_04]: It's a very logical thing.

[00:06:27] [SPEAKER_04]: There's nothing. You know there's nothing.

[00:06:29] [SPEAKER_04]: And you know again and you mentioned when we talked about the premise of the gogiver that shifting your focus this is really where it begins.

[00:06:35] [SPEAKER_04]: Yeah, shifting your focus from getting to giving, giving in this context simply needing constantly and consistently providing immense value to others.

[00:06:47] [SPEAKER_04]: Not only is it a more fulfilling way of living life and conducting business.

[00:06:50] [SPEAKER_04]: It's the most financially profitable way as well.

[00:06:54] [SPEAKER_04]: Not only will we weigh out there magical mystical reasons.

[00:06:58] [SPEAKER_04]: Just give and that's why that's magical thinking.

[00:07:01] [SPEAKER_04]: No, yeah.

[00:07:02] [SPEAKER_04]: It's actually much more logical than that.

[00:07:05] [SPEAKER_04]: It's much more rational.

[00:07:07] [SPEAKER_04]: When you're that person, when you're that person who can move your focus off of yourself and place it on serving others, discovering their needs, their wants, their desires.

[00:07:19] [SPEAKER_04]: Moving off yourself and making it about helping others solve their problems and challenges when you can take it off of yourself and making it about moving others toward happiness.

[00:07:29] [SPEAKER_04]: People feel good about you. They feel great about you.

[00:07:33] [SPEAKER_04]: They want to get to know you. They like you. They trust you.

[00:07:36] [SPEAKER_04]: They want to be in relationship with you.

[00:07:39] [SPEAKER_04]: They want to do business with you. They want to tell others about you.

[00:07:43] [SPEAKER_04]: They want to be your personal walking ambassador.

[00:07:48] [SPEAKER_04]: So it really does work out that when you can, when you can make it about others.

[00:07:53] [SPEAKER_00]: But you got to mean it, right Bob? You can't do it.

[00:07:56] [SPEAKER_00]: You can't fake it in the hopes that there will be a return on the back end.

[00:08:01] [SPEAKER_00]: Right? I mean, it's got to be genuine.

[00:08:05] [SPEAKER_04]: Yeah. And when it's not, I mean, I think, you know, you can sometimes certain people can have some success, but very rarely is it sustainable.

[00:08:16] [SPEAKER_03]: Yep.

[00:08:16] [SPEAKER_03]: Yeah. I would agree. So I heard on one podcast you were on. I've listened to a few of your podcasts.

[00:08:21] [SPEAKER_03]: I've listened to the go give her podcasts as well.

[00:08:24] [SPEAKER_03]: And that in one of your jobs, there was an older gentleman who worked with you and was really the one who's you were having like a bad month or a slump.

[00:08:33] [SPEAKER_03]: I'm probably refreshing your memory in here.

[00:08:35] [SPEAKER_03]: No, no, no, no. You're talking about that.

[00:08:37] [SPEAKER_03]: And he had said, you know, your focus shouldn't be on your slump, but also serving others.

[00:08:43] [SPEAKER_03]: And that the money will be more of a reward from serving others.

[00:08:48] [SPEAKER_03]: Focus on that target, and you'll get to where you want to go.

[00:08:52] [SPEAKER_03]: Can you talk about that a little bit?

[00:08:54] [SPEAKER_04]: Yeah. So I had moved to another company and I started out in the slump and stayed in that slump.

[00:09:02] [SPEAKER_04]: And I was, and I, you know, I'd been a good salesperson.

[00:09:05] [SPEAKER_04]: I was like, you know, the first couple years in my business after, you know, the first few months I had stumbled because I had no sales training no experience in the company I was with.

[00:09:14] [SPEAKER_04]: I guess it didn't either.

[00:09:15] [SPEAKER_04]: Yeah, they're training was pretty much gone south.

[00:09:18] [SPEAKER_04]: Right.

[00:09:19] [SPEAKER_04]: Here's a phone.

[00:09:20] [SPEAKER_04]: Okay.

[00:09:21] [SPEAKER_04]: And so exactly.

[00:09:22] [SPEAKER_04]: Hey, let's see.

[00:09:23] [SPEAKER_04]: We don't want to get.

[00:09:25] [SPEAKER_04]: And, and so, you know, that didn't work for me.

[00:09:28] [SPEAKER_04]: So, unfortunately, I, you know, found there were actually books on selling and all these great things.

[00:09:32] [SPEAKER_04]: So I started studying it.

[00:09:33] [SPEAKER_04]: I didn't really well.

[00:09:35] [SPEAKER_04]: But then I moved to another company and got, you know, with Leisette started in the slump and I made a young salesperson some steak and that is trying to work my way out of the slump by focusing on the slump.

[00:09:46] [SPEAKER_04]: You know, trying to work, it was not myself.

[00:09:49] [SPEAKER_04]: Instead of making it about my, my customers and there was an older gentleman at the company.

[00:09:54] [SPEAKER_04]: He was he was not in the sales department.

[00:09:55] [SPEAKER_04]: I think he was an engineer or something and he, he soon retired.

[00:10:00] [SPEAKER_04]: I didn't know him very well.

[00:10:03] [SPEAKER_04]: But he was one of these people nice guy, but yeah, you know, he didn't say much but whenever he did it was usually something profound.

[00:10:09] [SPEAKER_04]: Yeah, right?

[00:10:09] [SPEAKER_04]: We know people at that.

[00:10:11] [SPEAKER_04]: Yeah.

[00:10:12] [SPEAKER_04]: And I think he saw me sort of as a Joe who I would write about with John David Man 20 years later 25 years later whatever it was.

[00:10:20] [SPEAKER_04]: This is a long time ago.

[00:10:22] [SPEAKER_04]: And, and he said, bird.

[00:10:24] [SPEAKER_04]: He was a last name kind of guy.

[00:10:26] [SPEAKER_04]: He said, bird, can I give you some advice and I said, yeah, please do I need it.

[00:10:31] [SPEAKER_04]: And he said, if you want to make a long money in sales, he said, don't have making money as your target.

[00:10:39] [SPEAKER_04]: Your target is serving others.

[00:10:43] [SPEAKER_04]: Now when you hit the target, he said, you'll get a reward and that reward will come in the form of money.

[00:10:51] [SPEAKER_04]: And you can do with them.

[00:10:53] [SPEAKER_04]: I'll choose, but never forget the money is simply the reward for hitting the target.

[00:10:58] [SPEAKER_04]: It's not the target itself.

[00:11:01] [SPEAKER_04]: And you know what that really said to me was that great salesmanship is really never about the salesperson.

[00:11:11] [SPEAKER_04]: Great salesmanship is never about the product or service as important as those are.

[00:11:16] [SPEAKER_04]: That's never what it's actually about.

[00:11:18] [SPEAKER_04]: Great salesmanship is about the other person.

[00:11:21] [SPEAKER_04]: It's about that person whose life you're trying to add value to or we might even say more accurately.

[00:11:27] [SPEAKER_04]: It's about that person whose life is better just because you are part of it.

[00:11:37] [SPEAKER_04]: And I think that when we come at sales from that foundational premise, now we're really nice steps ahead of the game.

[00:11:45] [SPEAKER_04]: It's a 10 step game.

[00:11:47] [SPEAKER_03]: Yeah, I was going to say something real quick.

[00:11:49] [SPEAKER_03]: So this is a real estate insurance focus podcast that's kind of like where target audiences and this is very relevant to me in real estate because in real estate,

[00:11:58] [SPEAKER_03]: you only get paid if it deal closes.

[00:12:00] [SPEAKER_03]: Someone says, hey, I want to buy a house and we get on a contract and they inspect it and it doesn't work out and that takes hours and hours of time.

[00:12:05] [SPEAKER_03]: You get absolutely nothing.

[00:12:07] [SPEAKER_03]: And I think that's why a lot of people get in and out of this business.

[00:12:10] [SPEAKER_03]: They're just like it's just too hard.

[00:12:11] [SPEAKER_03]: I'm not making any money.

[00:12:12] [SPEAKER_03]: I don't get it.

[00:12:14] [SPEAKER_03]: I always had kind of the philosophy that you have like,

[00:12:17] [SPEAKER_03]: I just want to get my client to where they're trying to go.

[00:12:21] [SPEAKER_03]: I don't care if it takes all the time in the world.

[00:12:23] [SPEAKER_03]: I don't care if it takes my weekends and weeknight.

[00:12:25] [SPEAKER_03]: I'm just going to get it done.

[00:12:27] [SPEAKER_03]: And I've had multiple times where deals have fallen through.

[00:12:30] [SPEAKER_03]: I've had somewhere people have lost on multiple homes.

[00:12:32] [SPEAKER_03]: Five homes, six homes where they make offers.

[00:12:35] [SPEAKER_03]: There's work done every single time that someone makes an offer.

[00:12:39] [SPEAKER_03]: And I ran a brokerage for like 10 years.

[00:12:42] [SPEAKER_03]: So for me, one of the things that we talk people was like,

[00:12:44] [SPEAKER_03]: you can't count your commission dollars as soon as the client's

[00:12:47] [SPEAKER_03]: science e agreement because the only way you're going to make any commission is when the deal actually closes and the hard part is not getting an under contract.

[00:12:55] [SPEAKER_03]: The hard part is seeing it through the closing.

[00:12:58] [SPEAKER_03]: And that's where the therapy comes in.

[00:13:00] [SPEAKER_03]: That's where the weeknight's come in.

[00:13:01] [SPEAKER_03]: That's where the overworking and everything you're saying right now,

[00:13:06] [SPEAKER_03]: especially the advice that you got is just so relevant to me in that sense because

[00:13:10] [SPEAKER_03]: it's just what I do for a living.

[00:13:12] [SPEAKER_03]: It's constantly like that.

[00:13:13] [SPEAKER_00]: Well, I think even even once that further Bob and we've talked about it on the podcast is like why did we start this podcast?

[00:13:23] [SPEAKER_00]: It was really at its core to help other people.

[00:13:29] [SPEAKER_00]: I mean, you know, if we boil it down,

[00:13:31] [SPEAKER_00]: we want to help people and help business owners grow.

[00:13:36] [SPEAKER_00]: And we have guest in and we want them to share their stories and get the exposure.

[00:13:41] [SPEAKER_00]: And so I think that a lot of what you say does resonate with both of us on the business and our business worlds,

[00:13:48] [SPEAKER_00]: but also even with this podcast,

[00:13:50] [SPEAKER_00]: we want to have people on like you that can share your story and share your successes and

[00:13:55] [SPEAKER_00]: help other people in ways that they can grow.

[00:13:59] [SPEAKER_04]: Well, thank you. And you know, I love what y'all are doing.

[00:14:03] [SPEAKER_04]: And you know, I mean, it's really a matter of we all,

[00:14:06] [SPEAKER_04]: we all kind of add to each other and build a bigger pie, right?

[00:14:10] [SPEAKER_04]: It's not magical about that.

[00:14:12] [SPEAKER_04]: It's just if it's kind of ruined with your values to do that,

[00:14:15] [SPEAKER_04]: it's going to be very, you know, that it's going to be very natural.

[00:14:18] [SPEAKER_04]: For some people, it's not as much so.

[00:14:20] [SPEAKER_04]: And they need to learn why it's actually in their best interest

[00:14:23] [SPEAKER_04]: to be a person who cares about the interests of the other person.

[00:14:27] [SPEAKER_00]: And in this story, one of the snippets in the, in the go-giver,

[00:14:32] [SPEAKER_00]: I remember he's on the phone and he,

[00:14:34] [SPEAKER_00]: he's talking to the attorney. He loses the deal.

[00:14:37] [SPEAKER_00]: And he goes, oh, but by the way, you know,

[00:14:39] [SPEAKER_00]: pulls out the role of the actually says,

[00:14:41] [SPEAKER_00]: but this person may be able to help you.

[00:14:43] [SPEAKER_00]: So he didn't get the deal,

[00:14:45] [SPEAKER_00]: but he's willing to try to provide that value,

[00:14:48] [SPEAKER_00]: even as a competitor, right?

[00:14:51] [SPEAKER_03]: But it looks good story.

[00:14:52] [SPEAKER_00]: But he realizes that, like, hey, if I can provide value to other people

[00:14:58] [SPEAKER_00]: in the long term, I'm going to win.

[00:15:01] [SPEAKER_00]: And that's what I've always said,

[00:15:03] [SPEAKER_00]: we've said it before is,

[00:15:04] [SPEAKER_00]: I live by this 5149 philosophy,

[00:15:07] [SPEAKER_00]: which is an every deal that you're in with life,

[00:15:11] [SPEAKER_00]: always give 51% and you receive back 49.

[00:15:15] [SPEAKER_00]: But there's a karma effect to that

[00:15:18] [SPEAKER_00]: in that the other party

[00:15:22] [SPEAKER_00]: will want to, at some point, deliver back or separate.

[00:15:27] [SPEAKER_00]: Yeah. And I think that's true in life.

[00:15:29] [SPEAKER_00]: And I think that your books, you know,

[00:15:31] [SPEAKER_00]: speaks to that 1,000%

[00:15:34] [SPEAKER_04]: You know, I remember the mortgage lender who told me

[00:15:41] [SPEAKER_04]: about the time she was,

[00:15:42] [SPEAKER_04]: she was asked to handle someone's mortgage and they weren't really equipped

[00:15:46] [SPEAKER_04]: based on what, you know, they didn't,

[00:15:48] [SPEAKER_04]: what, yeah, the sense of work.

[00:15:50] [SPEAKER_04]: So she referred her to a competitor of her books

[00:15:53] [SPEAKER_04]: and the people who she referred to

[00:15:56] [SPEAKER_04]: are the people who are the original client, you know, who she,

[00:16:00] [SPEAKER_04]: we're so happy they told everybody in an organization they belong to.

[00:16:04] [SPEAKER_04]: And this person got something like 32,

[00:16:07] [SPEAKER_04]: where it was able to,

[00:16:08] [SPEAKER_04]: 30-dune mortgages based on that refer.

[00:16:11] [SPEAKER_00]: Oh, my God.

[00:16:12] [SPEAKER_00]: Unbelievable.

[00:16:12] [SPEAKER_04]: And the interesting thing is while 32's of a very high number,

[00:16:15] [SPEAKER_04]: and that doesn't happen all the time.

[00:16:17] [SPEAKER_04]: Right.

[00:16:17] [SPEAKER_04]: And how often these things happen,

[00:16:19] [SPEAKER_04]: the principle of it happens quite a lot.

[00:16:21] [SPEAKER_04]: Now, you know, what's interesting is when people read that in the book,

[00:16:24] [SPEAKER_04]: they said, so are you saying you should just give away your business?

[00:16:28] [SPEAKER_04]: Like, easy, easy.

[00:16:30] [SPEAKER_03]: I'm saying that's not what I'm saying.

[00:16:31] [SPEAKER_04]: Not an overboard.

[00:16:33] [SPEAKER_04]: But what we're saying is if you are not able to serve that person,

[00:16:39] [SPEAKER_04]: then,

[00:16:40] [SPEAKER_04]: then sure, find out.

[00:16:43] [SPEAKER_04]: And provide value to everyone you can.

[00:16:45] [SPEAKER_04]: So, again, there's nothing self-sacrificial about being a go giver.

[00:16:49] [SPEAKER_00]: Yeah. Well, even with that pop is I have done that where it does,

[00:16:56] [SPEAKER_00]: it's not an exact fit for our agency.

[00:17:00] [SPEAKER_00]: So I've sent them and hooked them up with a friend that might specialize in that.

[00:17:05] [SPEAKER_00]: And I've actually gotten referrals back from that person that I didn't even do the business with.

[00:17:13] [SPEAKER_00]: They're like, oh, Sean did an unbelievable job.

[00:17:16] [SPEAKER_00]: Hooking me up with it and it winds up turning into business.

[00:17:19] [SPEAKER_00]: And I think that's one of the fruitful outcomes of having that mindset.

[00:17:25] [SPEAKER_04]: Yeah. We have an interesting John David Manini speak about an interesting concept.

[00:17:29] [SPEAKER_04]: And the follow-up book to the go giver, go giver is some more.

[00:17:31] [SPEAKER_04]: We call this the law of left field.

[00:17:34] [SPEAKER_04]: And this is when something happens where, you know,

[00:17:37] [SPEAKER_04]: maybe you receive a reply, let's say for example.

[00:17:42] [SPEAKER_04]: Somebody calls you and says they want you to list their property.

[00:17:46] [SPEAKER_04]: And they tell you what the property is, and you know this is a luxury home.

[00:17:49] [SPEAKER_04]: Yeah, this is a good property.

[00:17:51] [SPEAKER_04]: Or to ask them, you know, who would refer them, and they tell you what was in the person said,

[00:17:57] [SPEAKER_04]: oh, and this is the only realtor you need to talk to.

[00:18:00] [SPEAKER_04]: Anyone else? The company's great. He or she is great.

[00:18:04] [SPEAKER_04]: And they'll take wonderful care of you and bubble them.

[00:18:05] [SPEAKER_04]: They took all your praises.

[00:18:07] [SPEAKER_04]: What he is interesting when they tell you the name of the person who referred you?

[00:18:11] [SPEAKER_04]: You don't know who they are. You don't recognize it.

[00:18:14] [SPEAKER_00]: I literally had that come into my office this morning.

[00:18:17] [SPEAKER_00]: We have a website, we have a form, they fill it out.

[00:18:20] [SPEAKER_00]: We always ask, you know, how did you get to us?

[00:18:23] [SPEAKER_00]: Yeah. And literally listed a name.

[00:18:26] [SPEAKER_00]: So it is said referred by and I'm like, no, they're not a client.

[00:18:30] [SPEAKER_00]: I've never spoken to this person.

[00:18:32] [SPEAKER_00]: I don't even know.

[00:18:33] [SPEAKER_00]: That's cool. And to your point, that happened this morning.

[00:18:37] [SPEAKER_04]: Well, what happened is they is we think, you know, so the, well, this just came right out of,

[00:18:44] [SPEAKER_04]: left field out of nowhere.

[00:18:45] [SPEAKER_04]: Yeah, left field out of nowhere.

[00:18:47] [SPEAKER_04]: Yeah, it didn't come out of nowhere though.

[00:18:50] [SPEAKER_04]: You came relationships you've built with so many people.

[00:18:54] [SPEAKER_04]: It's the good way the great way.

[00:18:56] [SPEAKER_04]: Yeah. You provided so many people now know you like you trust you.

[00:19:00] [SPEAKER_04]: I want to be part of your life.

[00:19:01] [SPEAKER_04]: Want to tell the world about you that the world has become what John and I call a benevolent

[00:19:06] [SPEAKER_04]: context.

[00:19:08] [SPEAKER_03]: Yeah, I was going to get to that. I love that you're saying to us now.

[00:19:11] [SPEAKER_03]: Awesome.

[00:19:12] [SPEAKER_03]: Hey, everyone. This is Tim.

[00:19:15] [SPEAKER_03]: Your favorite bricks and risk co-hosts.

[00:19:17] [SPEAKER_03]: But don't tell Sean.

[00:19:18] [SPEAKER_03]: I hope you're enjoying this episode and I'll get right back to it in a moment.

[00:19:22] [SPEAKER_03]: Our audience grows through word of mouth.

[00:19:25] [SPEAKER_03]: So if you would please take a moment of your time and give us a review on the platform you're on,

[00:19:30] [SPEAKER_03]: that would be fantastic.

[00:19:32] [SPEAKER_03]: Please also help spread the B&R word by sharing your favorite episode with a friend.

[00:19:37] [SPEAKER_03]: We greatly appreciate your time and trust.

[00:19:41] [SPEAKER_03]: Now back to the show.

[00:19:47] [SPEAKER_03]: Cool.

[00:19:47] [SPEAKER_03]: All right, so I want to talk about something in the GoGiver that really hit home with me.

[00:19:51] [SPEAKER_03]: It's you know,

[00:19:52] [SPEAKER_03]: I believe there are five laws and the law that always suck out to me was the law of influence

[00:19:59] [SPEAKER_03]: and basically saying, making your win all about the other persons win.

[00:20:04] [SPEAKER_03]: Can you talk about that law a little bit for those who have not read the book?

[00:20:08] [SPEAKER_04]: Yeah, so this is one of those that it sounds counterintuitive.

[00:20:11] [SPEAKER_04]: Sounds kind of productive.

[00:20:13] [SPEAKER_04]: Maybe even polyanish, right?

[00:20:14] [SPEAKER_04]: Because we say, but Robin Flutes is your influence is determined by how will

[00:20:20] [SPEAKER_04]: abundantly you place other people's interests first.

[00:20:24] [SPEAKER_04]: Now again, counterintuitive sounding,

[00:20:26] [SPEAKER_04]: but then you think about the greatest leaders you know,

[00:20:30] [SPEAKER_04]: the top influencers,

[00:20:31] [SPEAKER_04]: the most sustainably successful highest money earning people you know.

[00:20:36] [SPEAKER_04]: This is simply how they run their lives and conduct their businesses.

[00:20:40] [SPEAKER_04]: They always look out for that other person's interest.

[00:20:43] [SPEAKER_04]: Now again, just clarify.

[00:20:47] [SPEAKER_04]: When we say place the other person's interest first,

[00:20:49] [SPEAKER_04]: we don't mean you should be anyone's dormant.

[00:20:52] [SPEAKER_04]: We don't mean you should be a martyr.

[00:20:53] [SPEAKER_04]: We don't mean you should be self sacrificial in any way, shape or form.

[00:20:58] [SPEAKER_04]: Absolutely not.

[00:20:59] [SPEAKER_04]: It simply is Joe the protege and the story learned from several of the mentors

[00:21:03] [SPEAKER_04]: and as we talked about a little bit earlier, touched upon the golden rule of business.

[00:21:09] [SPEAKER_04]: The golden rule of sales is that all things being equal.

[00:21:13] [SPEAKER_04]: People will do business with and refer business to those people.

[00:21:17] [SPEAKER_04]: They know like and trust.

[00:21:20] [SPEAKER_04]: And there's no faster, more powerful, more effective way

[00:21:26] [SPEAKER_04]: to elicit those feelings toward you in others than by genuinely

[00:21:31] [SPEAKER_04]: and authentically moving from that eye focus or me focus

[00:21:36] [SPEAKER_04]: to that other focus.

[00:21:38] [SPEAKER_04]: Or as Sam, one of the mentors in the story advice, Joe,

[00:21:42] [SPEAKER_04]: make your win all about the other person's win.

[00:21:46] [SPEAKER_00]: I love that.

[00:21:47] [SPEAKER_00]: I saw online the other day someone posted said, how to be a great leader.

[00:21:52] [SPEAKER_00]: And they said, when you get a victory, make it about your team.

[00:21:57] [SPEAKER_01]: When you have a loss, the leader takes all of the ill will with that loss.

[00:22:04] [SPEAKER_01]: You want to get on a stage with Bobby? Is that what we're going to do?

[00:22:08] [SPEAKER_01]: I'm just sharing your auditioning right now.

[00:22:11] [SPEAKER_00]: He's good. He's doing great job.

[00:22:13] [SPEAKER_00]: I'm just sharing what I've seen. And it's true.

[00:22:15] [SPEAKER_00]: It's like when you're a leader and you have a win,

[00:22:19] [SPEAKER_00]: make it about other people.

[00:22:22] [SPEAKER_00]: And it's same with your clients.

[00:22:23] [SPEAKER_00]: It's like when you get the deal done,

[00:22:25] [SPEAKER_00]: it's not about you and you winning that deal and you making this commission.

[00:22:29] [SPEAKER_00]: It's about your clients just got the home of their dreams.

[00:22:35] [SPEAKER_00]: Yeah.

[00:22:35] [SPEAKER_00]: And the spotlight should be on them.

[00:22:37] [SPEAKER_03]: Well, and when you do it right in any sense,

[00:22:40] [SPEAKER_03]: whether it's real estate insurance or business,

[00:22:42] [SPEAKER_03]: you know, your inspirational. You help lots of people Bob.

[00:22:46] [SPEAKER_03]: When you see the genuine reaction on someone's face,

[00:22:50] [SPEAKER_03]: when you truly help them, you have literally put all of their interests ahead of yours,

[00:22:54] [SPEAKER_03]: the entire time, whether it's a, whether you work with them for a week,

[00:22:57] [SPEAKER_03]: you work with them for six months. It doesn't matter.

[00:22:59] [SPEAKER_03]: But that moment where it finally gets to where it was going to go and

[00:23:03] [SPEAKER_03]: looking at someone like in their eyes and they're just looking either like,

[00:23:06] [SPEAKER_03]: thank you so much for everything that you did.

[00:23:10] [SPEAKER_03]: It's literally like the most rewarding thing, not only in life.

[00:23:15] [SPEAKER_03]: I mean, but business especially because business is super cutthroat.

[00:23:19] [SPEAKER_03]: I mean, it's cutthroat in your industry. It's cutthroat in mind.

[00:23:22] [SPEAKER_03]: And so many people in real estate,

[00:23:24] [SPEAKER_03]: I feel like the failure rate is very high because people are so focused on

[00:23:28] [SPEAKER_03]: dollars in sense. That's why I feel like most people eventually

[00:23:32] [SPEAKER_03]: they get burned out or they'll leave because they feel like they're not getting paid for their time.

[00:23:36] [SPEAKER_03]: But this is a business I feel like if you're truly passionate about it and you love it,

[00:23:40] [SPEAKER_03]: it really is about seeing someone like if someone's about to get married or have a kid

[00:23:44] [SPEAKER_03]: or they just want more space for them in their dog,

[00:23:47] [SPEAKER_03]: like this is one of the greatest moments of their life because they envision what they want

[00:23:51] [SPEAKER_03]: and you're the one who's supposed to help them get there.

[00:23:54] [SPEAKER_03]: The problem with real estate, it's super painful.

[00:23:56] [SPEAKER_03]: It's very emotional. Like you can lose like there's lots of money at stake.

[00:24:00] [SPEAKER_03]: Like people step on each other's necks. Like unfortunately,

[00:24:02] [SPEAKER_03]: it's just the way it goes. But if you can make it as smooth as possible

[00:24:06] [SPEAKER_03]: and set expectations and really just focus on them,

[00:24:10] [SPEAKER_03]: understanding the process and then having them actually get to that point.

[00:24:14] [SPEAKER_03]: And they're like, thank you so much for that.

[00:24:16] [SPEAKER_03]: Like I just don't think there's anything better.

[00:24:18] [SPEAKER_03]: It's great. I love living this way.

[00:24:21] [SPEAKER_00]: But it's like what Bob said is like the having the target being about your clients

[00:24:26] [SPEAKER_00]: life getting better and winning for them.

[00:24:29] [SPEAKER_00]: If the target is just how much money am I going to make off of this transaction,

[00:24:36] [SPEAKER_00]: you know, you're going to have a short lived career properly.

[00:24:40] [SPEAKER_04]: Like again, there's a logical reason for it too.

[00:24:43] [SPEAKER_04]: And I used to say this whenever I spoke at sales conferences.

[00:24:47] [SPEAKER_04]: One of the first things I'd say is nobody's going to buy from you

[00:24:51] [SPEAKER_04]: because you have a quota to meet.

[00:24:54] [SPEAKER_04]: Try it.

[00:24:55] [SPEAKER_04]: They're not going to buy from you because you need the money.

[00:24:58] [SPEAKER_04]: And they're not going to buy from you just because you were really nice human being.

[00:25:02] [SPEAKER_04]: They're going to buy from you because they believe that ultimately they'll be better off by doing so than by not doing so.

[00:25:10] [SPEAKER_04]: So again, you just look at it logically.

[00:25:13] [SPEAKER_04]: Are you are you more likely to have this sale occur because you're focused on yourself and the money.

[00:25:19] [SPEAKER_04]: Yeah, we don't care about in terms of what you're not the money or are you much more likely to have this happen

[00:25:25] [SPEAKER_04]: because they know that you have their best interest at heart that you are discovering their needs,

[00:25:31] [SPEAKER_04]: their wants, their desires, that you want to make their life better.

[00:25:35] [SPEAKER_04]: You know, so again, really it's very logical and people sometimes want to make this about,

[00:25:41] [SPEAKER_04]: you know, some meta type of, you know, that really isn't that.

[00:25:46] [SPEAKER_00]: Yeah, Bob, it seems simple to us, right?

[00:25:48] [SPEAKER_00]: Like it seems like, oh, this is the way that everybody should do it because we're on the same page with this stuff.

[00:25:53] [SPEAKER_00]: Can you talk though?

[00:25:54] [SPEAKER_00]: I mean, you've been in sales for every do sales training sales.

[00:25:57] [SPEAKER_00]: You know, conventions, you can a lot.

[00:26:00] [SPEAKER_00]: I mean, can you talk a little bit about trying to convince people that this is the way it should be

[00:26:07] [SPEAKER_00]: and maybe some some pushback that you've seen over the years about people, maybe,

[00:26:13] [SPEAKER_00]: jacking to that way of conducting sales?

[00:26:16] [SPEAKER_04]: Well, so so first,

[00:26:20] [SPEAKER_04]: I would never try to convince anyone of anything, just like I would never try to convince a prospect that they're wrong

[00:26:26] [SPEAKER_04]: because as you know, the Alcarmin Gettolis person can convince anyone's there real is of the same opinion still.

[00:26:31] [SPEAKER_04]: Yeah, the jacks should be know well, you know.

[00:26:34] [SPEAKER_04]: So yeah and you know, convinced how the old Latin or Routif can convince is Convent Chera,

[00:26:42] [SPEAKER_04]: which meant to conquer.

[00:26:43] [SPEAKER_04]: Yeah, I've never met a prospect you wanted to be correct.

[00:26:48] [SPEAKER_04]: Right, right, please.

[00:26:49] [SPEAKER_04]: Yeah, first.

[00:26:50] [SPEAKER_04]: The ever my ways.

[00:26:53] [SPEAKER_03]: Awesome.

[00:26:54] [SPEAKER_03]: This brings you to another point I wanted to talk to you about because you've spoken about this before.

[00:26:58] [SPEAKER_03]: Talk about the difference between price and value and why that is important when you're running your business because sometimes people get stuck on price.

[00:27:07] [SPEAKER_04]: Well, price is a dollar figure.

[00:27:09] [SPEAKER_04]: That's it dollar amount.

[00:27:11] [SPEAKER_04]: It's finite, simply is what it is.

[00:27:13] [SPEAKER_04]: Value on the other hand is the relative worth or desire ability of a thing of something to the end user or beholder in other words,

[00:27:25] [SPEAKER_04]: what is it about this thing?

[00:27:26] [SPEAKER_04]: This product service concept idea would have you that brings so much worth to another human being that they will willingly exchange their in this case money for this value and be ecstatic that they did.

[00:27:38] [SPEAKER_04]: Well, you may very healthy profit.

[00:27:41] [SPEAKER_04]: So in any, you know, in one of my old heroes, Harry Brownies to say, in any free market based exchange when I say free market I simply mean no one is forced to do business with anyone else people do so on their own.

[00:27:52] [SPEAKER_04]: In any free market based exchange, there should always be two profits.

[00:27:57] [SPEAKER_04]: The buyer profits and the seller profits because each comes away significantly better off afterwards than they were beforehand.

[00:28:06] [SPEAKER_04]: So when you make it about the value rather than the price, you're much more likely to have that happen.

[00:28:11] [SPEAKER_04]: It's also why if you're doing it correctly, you should not be the low price competitor.

[00:28:15] [SPEAKER_04]: You should be the value competitor when you compete on when you sell on low price, your commodity.

[00:28:21] [SPEAKER_04]: When you sell on high value, you are a resource.

[00:28:26] [SPEAKER_04]: And let me go back for a quick second if I may.

[00:28:29] [SPEAKER_04]: Yes, you know about the person who doesn't you know recognize this as a let's say a better way of doing business and I said I wouldn't try to convince them.

[00:28:39] [SPEAKER_04]: But I was still attempt to persuade them and.

[00:28:43] [SPEAKER_04]: And the way I would do it in the way I'd suggest anyone doing it who wants to help another person see why let's say doing it the go give away which again simply means a focus on the other person right why that would be beneficial.

[00:28:59] [SPEAKER_04]: And first this is where the relationship comes into play because if you don't have a no like and trust relationship with this person you're trying to help they're probably not going to be open to your idea.

[00:29:11] [SPEAKER_04]: Creatures.

[00:29:12] [SPEAKER_04]: We also need to be able to do with tact right tack what my dad always call the language of strength.

[00:29:18] [SPEAKER_04]: You know, tack really a way of presenting an idea to someone that they normally would not be open to but doing it in such a way that not only are.

[00:29:28] [SPEAKER_04]: They're not defensive toward you in a resistant to the idea, but they're open to you and open to your idea.

[00:29:35] [SPEAKER_04]: And so you know what I would do is approach this person and let them know first what I would like what I admire about the way they do business in terms of their hard work, their ethic, their learning the business so forth.

[00:29:46] [SPEAKER_04]: And when you mind if I share to thought with you that has helped me that may or may not be something you're interested in considering as well.

[00:29:55] [SPEAKER_04]: So again, you're not painting them into a corner you're giving them the autonomy and they say yeah sure.

[00:30:00] [SPEAKER_04]: And now you can go into you know an example that I often use and that is let's say on the salesperson and you're the prospect.

[00:30:10] [SPEAKER_04]: And what happened is sales conversation and I really need the money so forget about this go.

[00:30:16] [SPEAKER_04]: Yeah, but I need the money like yeah, I got some rent I got to pay.

[00:30:20] [SPEAKER_04]: Exactly right got to put spaghetti on the table to say.

[00:30:24] [SPEAKER_04]: I'm going to just my goal is to basically just get you our money and so yeah, I'm going to ask you some questions because that's it I've been trying to do but I'm not really listening because I care about the answer.

[00:30:36] [SPEAKER_04]: I'm more trying to just look for a way to sharp angle even to a close.

[00:30:41] [SPEAKER_04]: So I'm not listening really well.

[00:30:45] [SPEAKER_04]: When you have an objection a little bit defensive because your objection is getting in the way of mind money right and I may know I'm just going to probably give you the standard answer to the objection try to ignore it try to just put as I'm going to be close and often.

[00:31:00] [SPEAKER_04]: Because again, that's what I've been taught you know always be close and you know you gotta be just close it now at the end in this conversation the sales conversation is the prospect are you more likely or less likely to buy from me right now.

[00:31:12] [SPEAKER_04]: And the personal probably say less likely but if they kind of has a date you say probably less like right that's most people would say yeah I guess so okay now let's say same thing.

[00:31:22] [SPEAKER_04]: I still need the money but what I'm going to do is I'm going to recognize that this other person doesn't care.

[00:31:28] [SPEAKER_04]: But I need the money yeah and what I'm going to do is not deny myself interest because I'm never going to deny truth okay but what I am going to do is suspend myself interest.

[00:31:41] [SPEAKER_04]: I'm going to put it to the side really can we put it.

[00:31:44] [SPEAKER_04]: Yeah and I'm going to focus on making this about you and providing the best value for you I possibly can so I'm going to ask you questions and I'm not listening.

[00:31:53] [SPEAKER_04]: Because I really want to understand what you need what you want what you desire.

[00:32:00] [SPEAKER_04]: I want to know what problems you have that need to be solved I want to know how to make your life better and even when you answer I'm not going to assume I know exactly what you mean.

[00:32:09] [SPEAKER_04]: Based on what I understand because we know that we come from different sets of beliefs so I'm going to tactfully ask you and invite you to explain further and I'm going to do deeper to like now that I really understand.

[00:32:20] [SPEAKER_04]: Yeah.

[00:32:22] [SPEAKER_04]: Only what I'm sure I know what you need one desire I'm going to then connect the benefits of what I do with those needs wants and desires when you have an objection rather than try to over thumb them what I'm instead going to do is I'm going to work with you in getting to the heart the actual root of that objection and then together we're going to partner and work through it in order to advance the sales process.

[00:32:48] [SPEAKER_04]: By the time I ask you to take action, I'm simply asking you to make a decision to do what you've already told me.

[00:32:57] [SPEAKER_04]: You want to do but more than anything you know and you know that you know that I have your well being at heart.

[00:33:06] [SPEAKER_04]: Are you more likely or less likely to buy from you right now?

[00:33:10] [SPEAKER_04]: And of course it's more likely and so the best thing you can do aside from all the other great things you're doing in the business is look for ways to co totally constantly consistently focus on the value you are providing that person now will happen as if this person is ready to make a change.

[00:33:29] [SPEAKER_04]: They'll do it here's what they'll do at first they're doing it even just because it's in their self interest to be interested in others blah blah blah but what's going to happen is first they're going to be a lot more successful.

[00:33:42] [SPEAKER_04]: But they're also going to start loving this process and they're going to become that person that they're trying to be so good.

[00:33:51] [SPEAKER_01]: That's poetic.

[00:33:52] [SPEAKER_03]: But I'm unbelievable.

[00:33:54] [SPEAKER_03]: I love it.

[00:33:55] [SPEAKER_03]: That was awesome.

[00:33:56] [SPEAKER_03]: All right, well we know we know you have a tight schedule so what we're going to do is why don't you tell the audience real quick the best way to kind of learn more about you and what you got going on.

[00:34:05] [SPEAKER_04]: Sure they can connect with me at burgbeurgey.com while they're there they can subscribe to my daily impact email that I send out from the day through Friday and they can look into our.

[00:34:19] [SPEAKER_04]: Sales wise live sales mastery that we hold in West Palm Beach Florida the beautiful Ben hotel I do that with Jeff West leave you had head on as a guest.

[00:34:28] [SPEAKER_03]: He did yeah that was part of the reason how we met so thank you Jeff exactly so it's been a pleasure being.

[00:34:34] [SPEAKER_04]: When is it?

[00:34:35] [SPEAKER_00]: What is that event?

[00:34:36] [SPEAKER_00]: Yeah, just to let people know.

[00:34:38] [SPEAKER_04]: Yeah, it's in it's in September and I think it is September and as I'm doing this and talking what I'm really doing.

[00:34:46] [SPEAKER_01]: You're like let me open up my calendar West Palm Beach September yet.

[00:34:51] [SPEAKER_04]: The thing right here and who is it?

[00:34:53] [SPEAKER_00]: Who is it open to is it anybody that's looking for sales training or can you talk a little bit about.

[00:35:00] [SPEAKER_04]: Who that might be a good fit for yeah, and by the way so it's the it's we have a really nice wonderful buffet dinner on the evening of Sunday September 22nd then it's all day the 23rd and the 24th our special guest is Richard Wileman.

[00:35:15] [SPEAKER_04]: Oh, my.

[00:35:16] [SPEAKER_04]: Yeah, who is absolutely a legend in the customer experience space.

[00:35:20] [SPEAKER_00]: Yeah.

[00:35:22] [SPEAKER_04]: And so we're excited about that.

[00:35:24] [SPEAKER_04]: Yeah, basically it's for entrepreneurs and salespeople but it's really for those who are already successful and are looking to take their career their business their sales to the next level of success.

[00:35:34] [SPEAKER_04]: So you'll also at the event meet a whole lot of other go givers who are looking to bring value and the connections there are phenomenal.

[00:35:42] [SPEAKER_04]: But really it's two days of just really a really enlightening.

[00:35:46] [SPEAKER_03]: I've been deep into it.

[00:35:47] [SPEAKER_03]: Oh, good.

[00:35:48] [SPEAKER_03]: Ah, thank you so much Bob and appreciate it.

[00:35:51] [SPEAKER_03]: That's all we have for this episode folks.

[00:35:53] [SPEAKER_03]: So thank you for tuning in again to another episode of bricks and risk.

[00:35:57] [SPEAKER_03]: See.

[00:35:59] [SPEAKER_03]: Thank you for joining us on another episode of bricks and risk our goals that you walk away with one or two valuable nuggets and we greatly appreciate you sharing your time with us today.

[00:36:10] [SPEAKER_03]: You can find all B&R episodes on Spotify, Apple Music, YouTube and anywhere else you get your podcast content.

[00:36:19] [SPEAKER_03]: Until next time, keep learning and keep growing.