How to Turn Rejection into Opportunity: Winning Sales Strategies from Ironman Finisher Rich Greene
Episode 34 Frederick Dudek (Freddy D)
How to Turn Rejection into Opportunity: Winning Sales Strategies from Ironman Finisher Rich Greene
Hey there Superfans Superstars, Freddy D here! In this episode of the Business Superfans podcast, I had an inspiring chat with Richard Greene , who shared his incredible transformation journey. At 50, facing health issues, he decided to overhaul his lifestyle, leading him to conquer multiple Ironman races. Rich emphasized the importance of having a coach and a resilient mindset. We also delved into how his Ironman experiences shaped his approach to sales, highlighting the power of persistence, empathy, and building genuine relationships. Rich’s story is a testament to overcoming challenges and creating superfans in both life and business. Tune in for some serious motivation!
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Transcript
Dr.
2
:Richard Green is a seven time
Ironman triathlete, performance
3
:expert, and business coach.
4
:His Ironman sales success formula has
been featured on ABC, CBS, NBC, and Fox.
5
:His client list includes
Microsoft, Whole Foods, and Amazon.
6
:Target, JPMorgan Chase, CVS,
Coors, the Mayo Clinic, and Coca
7
:Cola, among many, many others.
8
:He has more than 30 years experience
as a successful sales professional
9
:across a variety of industries,
helping his clients sell well over a
10
:hundred million dollars in business.
11
:Rich discovered that the Ironman
athletes have a unique way of thinking
12
:about success and that their mindset
is so powerful that it enables
13
:them to face extreme challenges and
succeed where most people would fail.
14
:Dr.
15
:Green has distilled the Ironman mindset
into an elite executive training
16
:program called the Iron Code that
can make your success unstoppable.
17
:Most importantly, he has found
his mission of helping ordinary
18
:people do extraordinary things.
19
:Good morning, Rich.
20
:Welcome to the Business Superfans podcast.
21
:How are you this morning?
22
:Rich Greene: I'm great, Frederick.
23
:Good morning to you as well.
24
:Thanks for for having me on the podcast.
25
:Freddy D: So tell me a little bit
about your story and how you arrived
26
:to where you are today doing Ironmans
and talking about mastering sales and
27
:all those kinds of really cool things.
28
:Rich Greene: All right.
29
:Where shall we start?
30
:Maybe we'll start at you
just mentioned Iron Man.
31
:Maybe we'll start there.
32
:Freddy D: Okay.
33
:Rich Greene: So it all started
with me and this was actually a
34
:transformational point in my life.
35
:It all started for me at 50 years of age.
36
:Hadn't been feeling well for a
long time and on my birthday,
37
:actually my 50th birthday, I just
decided to go into the doctor.
38
:Because I was getting dizzy
and at this particular point in
39
:time, I was 50 pounds heavier.
40
:Blood pressure was, I knew it was high,
I just didn't know how high it was.
41
:I hadn't taken care of myself.
42
:So I went to the doctor and
didn't have an appointment.
43
:I waited for almost an
hour in that waiting room.
44
:When I got called in and I went into
the examination room, it was cold.
45
:I could smell antiseptic in the
room and I thought to myself, this
46
:is a place where people go to die.
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:How bad I was feeling.
48
:So anyway, the doctor comes in
and he takes my vitals and he
49
:has a concerned look on his face.
50
:He left the room a few minutes
later, came back with a nurse and
51
:they were pushing this big machine.
52
:It was an EKG machine,
heart monitor, just for me.
53
:Freddy D: Wow.
54
:Rich Greene: Frederick, I knew that
wasn't normal because typically they just.
55
:Write you a prescription and
send you on your way, right?
56
:Yeah we got hooked up he read my vitals,
and I could tell he had a concerned look
57
:on his face, and I said, Doc, what is it?
58
:What is it?
59
:Never mind, I know.
60
:I'm gonna have a heart attack, aren't I?
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:He said no, Rich, you're not
gonna have a heart attack.
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:But if you don't change your ways
You're probably gonna have a stroke.
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:I'll tell you what, I
got dizzy all over again.
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:I had been standing up and
I sat down in the chair.
65
:And the first thing in my mind,
Frederick, was my two daughters
66
:were 12 and 14 at the time.
67
:I thought I might not get to see
them grow up and I knew at that
68
:point in time that was a change,
that was a change in my life, and I
69
:needed to make some dramatic changes.
70
:That particular afternoon I went
home, after the doctor's office, and
71
:I went to the health food store, and
I bought two bags of fresh fruits and
72
:vegetables and all kinds of stuff.
73
:I'd never gone to the health food
store before, so I didn't really
74
:know what I was doing, I was just
looking at what I thought was good.
75
:If there's one thing I did know, and
one of the things, first things I did
76
:was I threw away all the junk, the
Doritos, the Ho Hos, the Red Bulls, and
77
:I don't know if any of you out there,
listening have any of that stuff in
78
:your house, but it's not good for you.
79
:Yeah, I even threw away my kid's Pop
Tarts because I didn't want to be tempted.
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:So I embarked on, a new diet and
then along the way, I realized
81
:I never moved a muscle my entire
adult life, my entire adult life,
82
:and I figured I needed to exercise.
83
:So one of the things I
started doing was swimming.
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:I was in high school 40 years ago.
85
:At that point, I was a swimmer
and I thought, I'll get
86
:some exercise and I'll swim.
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:Frederick, that lasted about two weeks.
88
:Cause I got bored just back and
forth in the pool, looking at
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:that black line on the bottom.
90
:So I did some Googling cause I'm
a type A, I figured I needed to
91
:get a, an event in front of me.
92
:And I found this 12 and a half mile
swim around the island of Key West.
93
:And I thought, that's what I'll do.
94
:This is ridiculous, cause I
couldn't swim eight laps in the
95
:pool without getting out of breath.
96
:12 and a half miles, wasn't long before
I figured I needed to get a coach.
97
:So I got a coach to
help me with this swim.
98
:She said to me, Rich, it's
not all about swimming.
99
:It's about endurance.
100
:Do you ride a bike?
101
:I said, no, coach, I haven't
ridden a bike since I was 16.
102
:Why would I ride a bike?
103
:I drive a car, and she said, I think
you should get a bike and ride.
104
:So, I started riding a bike.
105
:Got a bike, started riding a bike,
and started riding a lot, and about
106
:six weeks later, she says, do you run?
107
:And I said, hey, coach, I got a bad back.
108
:I got one leg that's half an
inch shorter than the other.
109
:No, I don't run at all.
110
:She said, I think that's even more
the reason why you shouldn't run.
111
:Go figure this out, Frederick.
112
:I start running.
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:And before I know it, here I am.
114
:I'm swimming.
115
:I'm biking.
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:I'm running.
117
:I'm accidentally training for a triathlon.
118
:Got tricked into that whole thing, and
she told, one day she said, Hey, the guys
119
:are doing this Olympic distance triathlon.
120
:Do you want to give it a try?
121
:So I I said, yes, obviously.
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:And I did it.
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:It was the hardest thing I have ever done.
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:I got so excited that I
crossed that finish line.
125
:Here I am just, or 50 years
old and I thought, hmm, what
126
:about the hardest one is?
127
:So I did some more Googling
and I found the Iron Man.
128
:For those of you who don't know,
and Frederick, I know you and
129
:I know each other for a while.
130
:That Iron Man is, it's a long day.
131
:Freddy D: Yeah, very long.
132
:Rich Greene: It's crazy.
133
:It's a 2.
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:4 mile swim and then when you're done with
that, you do 112 mile bike ride and then
135
:when you're done with that, you put your
running shoes on and you run a marathon.
136
:So I've come, up close to
up to 17 hours doing a race.
137
:So it's a very long day.
138
:So here I am today.
139
:I've taken care of my blood pressure.
140
:It was 209 over 107.
141
:And normal is 120 over 80.
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:It's normal now.
143
:I lost that 50 pounds weight.
144
:I've done eight Ironman.
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:The last one I did was
the world championships.
146
:I did that at 60 years of age.
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:Freddy D: That's amazing.
148
:That's it's amazing.
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:Rich Greene: Considering that
I never moved a muscle at all.
150
:Freddy D: The key thing that you,
that helped you got to coach.
151
:Most people don't understand the benefit
of a coach, but a coach is a game changer.
152
:You look at sports teams, they've got
coaches, executives, they have a coach..
153
:You look at movie stars,
they've got acting coaches.
154
:You look at musicians,
they've got coaches with that.
155
:So everybody that is ultra
successful has got a coach.
156
:Rich Greene: You are so right.
157
:It wasn't until later in
life that I learned that.
158
:Because a lot of us think that we're
smart, and we want to try to do things
159
:ourselves, and we think that we're
very capable, but you know what?
160
:If you want to do something you've
never done before, and you want to
161
:get there fast, and you want to ensure
your success, Frederick, you're right.
162
:You gotta get a coach.
163
:Freddy D: You can't talk to yourself.
164
:Talking to yourself
doesn't resolve anything.
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:Okay, what do you think?
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:What do you think you should do?
167
:I don't know.
168
:I think we should try to do this.
169
:You go around in circles versus getting
a completely different perspective which
170
:changes your mindset and you go, huh.
171
:I never thought of that.
172
:I never looked at it that way
and that's the difference.
173
:That's the important part.
174
:As well as the encouragement.
175
:Hey, we all need to be encouraged.
176
:We all need to be,
appreciated and recognized.
177
:So you got someone that's going
to say, Hey, Rich, you just did,
178
:two mile swim . That's amazing.
179
:Those kinds of things.
180
:Rich Greene: One of the things that either
fit into this conversation or not, but
181
:one of the things I developed was the
four leadership styles of the Iron Man.
182
:And along that lines, one of the
leadership styles is the fan.
183
:We all need fans, all the athletes,
because what do you do when you're out
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:there on that course and you just feel
like you want to quit or you want to die,
185
:and you've got the fans cheering you on.
186
:So there can be fans out
on the course in sports.
187
:There can be fans in your family,
for those, family members that are
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:supporting whatever you're doing.
189
:There can be fans in business.
190
:So anybody who thinks that they're
not a leader, The fan is a really good
191
:leadership style, supporting others that
you work with by helping them and the
192
:company get to where they want to get to.
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:Freddy D: That's why I wrote the
book Creating Business Superfans.
194
:It's all about transforming
your employees, your customers,
195
:your business allies, your
suppliers, the whole ecosystem.
196
:You get them to being your champions,
using the sports term or, like I
197
:called, them business superfans is
basically brand advocates on steroids
198
:.
Rich Greene: Yes, absolutely.
199
:Yeah and I love your approach, and I love
the Superfans, and I have to tell you.
200
:That thing that we just talked
about here, the fan, that leadership
201
:style, that's just one little piece.
202
:And I know you talk
about this all the time.
203
:There's just so much more to it,
but I didn't know that I had at
204
:this point, I'd already had, almost
25 years of sales experience.
205
:And so I was just slugging away out
there and the things I learned doing
206
:the Ironman allowed me to create all
sorts of processes around mindset.
207
:Because what do you do
when you run into a hurdle?
208
:Or something that won't allow
you to move forward, and maybe
209
:you have to change direction?
210
:Or you lose a sail!
211
:Do you tuck your tail between
your legs and saunter off?
212
:Or do you figure out how to move
forward and make a success out of it?
213
:Freddy D: That's an excellent way
to transition into the business
214
:part of the conversation here,
because we talked about, how you
215
:transform yourself personally and
changed your whole outlook on things.
216
:Let's talk about some of the successes
and things you've done in sales and
217
:what you've, just like you mentioned,
what you learned from training for
218
:the Ironman for triathlon type.
219
:Events, applying it into business and
more importantly, the sales aspect of
220
:things and creating superfans out of
customers, whether you win or lose, which
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:is, we'll talk more about the second part.
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:Rich Greene: Yeah.
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:Okay.
224
:Yeah.
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:What is winning and losing?
226
:We'll talk about that.
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:Definitely.
228
:I'm a big believer in process.
229
:I love processes or formulas or recipes,
something that you can follow, right?
230
:That somebody has already put together
that has achieved success with, and
231
:you can either follow it to the letter,
or you can follow it and maybe modify
232
:it a little bit for your situation.
233
:But a process that you can take step
by step to go where you want to go.
234
:And of course, in sales, we
all want to get that yes.
235
:But and along the way, especially when
you're getting started out, there's a
236
:lot of, no's and it can be demoralizing,
and a lot of people just quit.
237
:You know what?
238
:I've read an interesting statistic,
Frederick about goal setting.
239
:This was two studies that were done.
240
:One was done by the University
of Scranton, and the other
241
:was done by LinkedIn.
242
:And the University of Scranton
did a study and they found that
243
:92 percent of the people who set a
goal, 92 percent don't achieve it.
244
:Freddy D: Wow.
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:Rich Greene: 92%.
246
:That's huge.
247
:LinkedIn was 89%, so really high.
248
:I believe, in working with lots
of people, myself in business, and
249
:coaching other executives in business,
that a lot of it's just mindset.
250
:The people get demoralized,
they don't realize there is a
251
:formula to help you move forward.
252
:And by the way, it's not all about
thinking positive thoughts, because
253
:that only gets you so far, right?
254
:You've got to have strategies, too.
255
:Freddy D: And you've got to take action.
256
:Rich Greene: You've got to take action.
257
:Absolutely.
258
:Absolutely.
259
:For me that winning and
losing thing is a mindset.
260
:If we can use the sports analogy,
because we just talked about it, sports,
261
:usually in professional sports there's
a winner and a loser, or there might
262
:be a first, second, and third place.
263
:And that's it.
264
:But if we apply that to life, and you
consider yourself a winner if you only
265
:get first, second, and third place, man,
there's a lot of losers in the world.
266
:So I think that's screwed up.
267
:I don't really believe that in
unless you're a professional in
268
:sports or something like that,
I don't really believe that's
269
:the right way to measure things.
270
:So I've created a whole new concept
of what winning is, and it's all
271
:centered around those two studies
that I talked about, the 92%.
272
:How do you not beat the 92%?
273
:How do you beat the 8%?
274
:So that's one of the things I learned
from the Ironman and having some
275
:setbacks, along the way, I finished
all my Ironman, but it's a long day.
276
:Things happen that, you just don't expect
to happen and you may have trained for
277
:a year and then something bad happens.
278
:So what are you going to
do if you train for a year?
279
:Quit?
280
:No.
281
:So it's the same thing in life.
282
:And it's the same thing in business.
283
:Freddy D: Yeah, absolutely.
284
:You, you look at the Olympics going on
in France right now and, you've seen
285
:athletes, like you just said, train for
years, and this is their big moment,
286
:they're running, and all of a sudden they
trip, and, just like that, things change
287
:and they get back up and they still go.
288
:Rich Greene: I love that.
289
:It just keep going, no matter what.
290
:I love that.
291
:And that's actually one of the
steps in my success processes.
292
:So if you like, maybe I can share with
you my four step process for winning.
293
:Freddy D: Yeah, please do.
294
:Rich Greene: I've got two that I'd
love to share with your listeners.
295
:One is a gift we can talk about later
on, which is my program how to win in
296
:sales a hundred percent of the time,
even when the prospect says, no, I'd
297
:like to win even when someone says no.
298
:And I'd love to chat a little
bit about that with you.
299
:Freddy D: Yeah, because we talked about
before we started recording the show,
300
:and a no necessarily doesn't mean a no.
301
:Rich Greene: Right?
302
:Might mean I don't know enough
about you or No, not right now.
303
:Or, all sorts of things.
304
:Freddy D: Yeah.
305
:Rich Greene: Why don't I talk first
about, before we go into, we'll
306
:talk a few things about winning
in sales, even when you get a no.
307
:But why don't I back up and talk to
you about how it first started, how
308
:I had started the mindset and then
the process and then how you can use
309
:that four step process in your life.
310
:You can even use it in your business.
311
:My sales one is very
specific towards sales.
312
:So I'm going to stay with the
Ironman thing cause that's
313
:where I learned it from.
314
:My very first Ironman, I
learned so many lessons.
315
:It was 108 degrees that day.
316
:In Coeur d'Alene, Idaho.
317
:It was a 50 year high.
318
:It was completely unexpected.
319
:So can you imagine running a 140
mile race in 108 degree weather?
320
:My morning started off fine
because I'm in the water, right?
321
:You start that 2.
322
:4 mile swim.
323
:That's okay.
324
:But getting on the bike, and it hit
108 really early in the morning.
325
:Getting on the bike and slugging
through that is really tough, and at
326
:one point I found myself at Mile 81,
it was a rest station, and I'd run out
327
:of water, and I was getting dehydrated.
328
:I know because my hands were like,
they were like raptor's claws.
329
:They were just, seizing up on me.
330
:I get to that aid
station, there's no water.
331
:We're in the middle of an Idaho
highway, and there's no water.
332
:There's nothing to be found and this
is where I put my step one into place,
333
:which was, what are you going to do?
334
:You've declared yourself a winner.
335
:I think that's the first
thing you need to do.
336
:Whatever you're doing, you
need to say, I'm going to win.
337
:I'm going to finish.
338
:I'm going to achieve
my goal no matter what.
339
:So that's the first process
is getting that in your mind.
340
:And so I got to this aid station, there
was no water, but I saw a kiddie pool,
341
:those blue pools and your mother puts
you in one of those in the summertime.
342
:Freddy D: We have one
for our dogs, so yes.
343
:Rich Greene: Yes, dogs like them too.
344
:Freddy D: Yep.
345
:Rich Greene: At this event, they
had it filled with ice and water and
346
:Gatorade and all sorts of things.
347
:I could tell that, cause I could, I went
over to the pool and I looked at it and
348
:there was labels floating in the water.
349
:There was also grass and bugs
and some other things, and
350
:the water was dingy brown.
351
:But I needed something to
keep me going, so I did the
352
:unthinkable for a lot of people.
353
:I just kneeled down and scooped
up some water from that kiddie
354
:pool and I started drinking.
355
:So I've already declared myself a winner.
356
:I needed to do whatever
I need to do to win.
357
:So that got me going again, about after
10 minutes, I got back on the bike.
358
:I rode it all the way to the finish
line, to the transition where you
359
:get off your bike and you put your
shoes on and you run a marathon.
360
:Unfortunately, as I got off the
bike, I had done something to my
361
:back over that 112 mile bike ride.
362
:And I had electricity shooting down
my back, down my legs, into my feet,
363
:and I couldn't stand up straight.
364
:And I had to run a marathon.
365
:So this is where, yeah, this is
where the rubber meets the road.
366
:This is where you really start to
figure out, what do I need to do?
367
:I need to reframe the sit step two
is reframe the situation, and the
368
:situation was this, I had wanted to
finish this race in 13 and a half
369
:hours, and it wasn't going to happen.
370
:I had 17 hours to do it.
371
:So I needed to reframe
the situation in my head.
372
:It's you know what, I'm not
quitting, but I'm going to finish.
373
:And that alone is not enough, because
then you've got to get a strategy, right?
374
:So I looked at the time I had left,
and I realized that, I did some quick
375
:calculation, and I realized that if I
did a fast 15 minute walk, if I could
376
:do it, I couldn't stand up straight.
377
:I could finish within the 17 hours.
378
:I have to tell you, it was the
hardest 26 miles I've ever done.
379
:I had tears rolling down my cheeks.
380
:People were asking me, are you okay?
381
:And I just kept saying, I'm great.
382
:I'm good.
383
:I'm going to finish.
384
:This is number four.
385
:Step number four is finish what you start.
386
:I just kept saying to myself for the
whole 26 miles, finishers are winners.
387
:Finishers are winners.
388
:I'm going to finish, and I did finish.
389
:I finished just 13
minutes shy of the cutoff.
390
:Freddy D: Wow.
391
:Rich Greene: If you know anything about
the Ironman, if you finish that race in 17
392
:hours and 1 second, you're not an Ironman.
393
:You gotta get under that 17 hour period,
394
:Freddy D: I didn't know that.
395
:Rich Greene: I was able to do it
with that 4 step process, and that 4
396
:step process will work for anything
in life, any sort of a setback.
397
:So that's one of the
things that I teach people.
398
:It's one of the things I use all
the time because nothing ever
399
:goes your way completely, right?
400
:Freddy D: Life throws you lemons.
401
:You gotta make lemonade.
402
:Rich Greene: Absolutely.
403
:All the time.
404
:So that very first Ironman, that's what
all started the whole thought about
405
:processes and mindset and winning.
406
:Then I just started developing
more and more processes around
407
:the things that I learned and then
teaching them to business people.
408
:So that's the foundation of it all.
409
:Then out of that came lots, as I
said, lots of different processes,
410
:but the one we were, we just
mentioned, which was the, how to win
411
:in sales 100 percent of the time.
412
:Even when the prospect says no, and
we were talking about that and I
413
:love, you have the exact same winning
philosophies, which I really appreciate.
414
:With those disappointments in
life and how you move forward.
415
:Freddy D: Yeah.
416
:It's very important how you handle that
because, I've done sales on a global
417
:level and you've got language barriers,
you've got cultural barriers and
418
:everything else, you've got to adapt.
419
:You've got to be able
to pivot and adjust.
420
:I shared a story and I'll share it again.
421
:We were doing a presentation to this
one company and I'll name the company
422
:in a minute, and it was a division.
423
:They liked it, but they did not have the
ability to make a purchasing decision.
424
:It had to be done by corporate.
425
:So flew back to the United States, and
this is for a $10 000 software sale.
426
:Okay.
427
:So not a lot of money, and then I
flew back as my distributor in Germany
428
:set up an appointment at corporate.
429
:Two flights there and back, and
a hotel and everything else.
430
:So profit in the deal is zilch.
431
:We do the presentation and
the software crashes in front
432
:of all the decision makers.
433
:We talk about situations and mindsets
and how do you handle when Murphy's
434
:law kicked in and all is going south.
435
:So it was lunchtime and they
had invited us to lunch.
436
:I says, no, thank you.
437
:We're going to take a
look at what's going on.
438
:So fortunately the time zone worked
out to where people back here in
439
:Scottsdale were in the office, so I
called them, and we checked it, and
440
:we validated that there was a bug in
the software, and it was repeatable.
441
:When they came back to lunch, I
basically, and I could read the audience,
442
:and I said, first off, we're going
to come transparent, there's a bug
443
:in the software, and we're going to
show it to you, and we can repeat it,
444
:and the team's already on fixing it.
445
:So I neutralized the issue.
446
:Rich Greene: Yeah.
447
:Freddy D: I realized most of the people
were glassy eyed because they didn't
448
:understand because it was new technology.
449
:Actually, I had come up with the
term machining intelligence because
450
:it was for programming milling
machines, lathes, wire EDMs.
451
:So it was basically MI
was our tagline for it.
452
:They didn't understand it, because based
upon the geometric shapes, it would
453
:decide the tools and the toolpath, the
program, and all the stuff automatically.
454
:I says, we're going to start the
whole presentation over, and I
455
:told my distributor, slow down.
456
:They don't understand what's happening.
457
:So let's start all this all over.
458
:So we start a whole presentation and we
went very slow and made sure that every
459
:step they understood this brand new
technology and people started to smile,
460
:and people started to get engaged because
now they were starting to understand
461
:what this tool could do is ahead of
its time, and at the end everybody
462
:was smiling, everybody was happy.
463
:They say we're going to buy
this system and we're going to
464
:approve it for this location.
465
:That company was Bosch.
466
:Rich Greene: Wow.
467
:Freddy D: Even though it was a 10, 000
sale and we made no money on that deal,
468
:my distributor, was able to go to all
the suppliers and say, Hey, rich, you
469
:want to take a look at this technology,
Bosch is utilizing it, and so you might
470
:want to take a peek at it and sales
just exploded because we now were able
471
:to name drop from that perspective.
472
:Just like you said, in your Ironman, you
had setbacks, but it's how you handle
473
:the setback that is transformative.
474
:So same thing, I can share it
from a business perspective.
475
:So let's go into the aspect of
how do you apply your four step
476
:process into the sales aspect.
477
:Rich Greene: Sure, absolutely,
and you know what, can I just
478
:comment, that's a great story, by
the way, thanks for telling that.
479
:There's some of the things that you
did that I think were really key at
480
:creating that superfan that you did
where, you were honest and you were
481
:transparent, and that is one of the keys.
482
:Nobody likes somebody who's too
slick or feels not telling the truth
483
:or they aren't telling the truth.
484
:Being honest when things go
wrong because we're all human.
485
:I think people connect
more when you're that way.
486
:So you're honest, yeah and you already
had people working on it, fixing it.
487
:That, that says something right there.
488
:The other thing was you connected with
your audience because you were, you
489
:could see that they didn't understand.
490
:Freddy D: I was present.
491
:I was present.
492
:Rich Greene: Yeah, you were, yeah, you're
present, you're putting yourself in their
493
:shoes and that's another great aspect.
494
:Then the last thing that I really got
out of that, which I love, because first
495
:when you said it's a 10, 000 sale and
I'm thinking you already flew over once.
496
:That's probably eaten up in the
travel and entertainment right away.
497
:Then you flew over again, and
it wasn't just necessarily that
498
:it was the marketing, the name,
which is a great name, but you
499
:actually invested in your customer.
500
:You didn't say, you know what,
this doesn't make any sense.
501
:I'm going to be negative when I
get through with it cash wise.
502
:You went for it anyway,
and you helped them out.
503
:And because of that, call it karma
or whatever you want to call it,
504
:you got all these other deals.
505
:So this is all mindset about not being
greedy and looking for ways to help people
506
:and never giving up when things go wrong.
507
:Freddy D: That's the key
right there, never giving up.
508
:Rich Greene: Yeah, absolutely.
509
:Let's talk about the , I lost the sale?
510
:Freddy D: Yes.
511
:Rich Greene: What do you do thing?
512
:Freddy D: Yeah, because I think, you
and I have a similar approach, but
513
:I'll let you I'll let you run with it.
514
:Rich Greene: You and I have talked and I
know what kind of business person you are.
515
:You're a great, you're a great businessman
and one of the things I really appreciate.
516
:That you do and that I think is
absolutely key to creating superfans
517
:is to be thankful for the opportunity.
518
:So I don't care if you got the sale or
you didn't get the sale, be thankful
519
:that you were able to make the pitch.
520
:You met somebody new,
you helped educate them.
521
:Remember in sales, our
job is to get a decision.
522
:Yes or no.
523
:Hopefully we get the yes decision.
524
:Freddy D: But maybe it's not a decision.
525
:Rich Greene: Maybe it's not a decision.
526
:That's right.
527
:That's right.
528
:And there's all, there's all sorts
of techniques around that whole maybe
529
:thing, it's our job to get a decision.
530
:And we want to get the positive decision
for ourselves and our companies, but
531
:sometimes that's not the way it works out.
532
:So I think the first
thing is being thankful.
533
:You and I've talked
about this in the past.
534
:What do you do when you lose a deal?
535
:Do you just say screw them, they
don't know what they're talking
536
:about and never call them again?
537
:No, I think one of the first
things you do is you reach out
538
:and you say, Hey, I appreciate
the opportunity that you gave me.
539
:Of course, I'm disappointed that we're
not going to be working together, but just
540
:because you didn't buy from me doesn't
mean that we can't stay in touch, and
541
:I'd be happy to be a resource to you.
542
:If you ever have any questions
about anything in the industry
543
:or the software or whatever, feel
free to reach out anytime, and
544
:thanks again for the opportunity.
545
:I think that's where it starts.
546
:Freddy D: It totally starts there
because things change and, your
547
:product, tool, service, whatever it
is, may not have fit them at that point
548
:in time, and it may down the road.
549
:Or, they may run into somebody, because,
business owners talk to business
550
:owners, and they may say, you know
what, that product that Rich had, I
551
:think it'll work for your business.
552
:You should give this guy a call, and
now you've got a basically a superfan
553
:that's referring you, even though
they're not your customer, referring you
554
:to somebody else, that's a done deal.
555
:Rich Greene: Yeah, absolutely.
556
:I think even if that doesn't happen, we do
things without the expectation of return.
557
:You'd be surprised, they don't come around
in some way or another, but you should
558
:do it without the expectation of return.
559
:I worked in the market research
industry for three of the largest
560
:market research companies in
the world over a 12 year period.
561
:I kept getting hired away and
I had some success and then the
562
:competition would hire me away.
563
:I had some great success with
that company, and then the
564
:competition would hire me away.
565
:I had the exact same customers
with all three companies.
566
:So what do you think I, I did?
567
:Do you think I'm going to go
into the customer and say,
568
:Hey, I got a new business card.
569
:I'm not working with these guys anymore.
570
:That stuff is junk that I sold you.
571
:You need to buy this stuff.
572
:Now, of course not.
573
:Freddy D: There never going
to, gone just like that
574
:.
Rich Greene: Right, gone.
575
:So I think if you always approach
it, I'm trying to help people out.
576
:Hopefully what I have to offer
my product or service will do it.
577
:But if it doesn't, I'm gonna try to help
him anyway, and you're right, that's
578
:how you get that referral, because
you're just a good dude, or dudette.
579
:Freddy D: Yeah, you're right, because
back in the early 90s, I worked with
580
:a manufacturing software company,
and got one account in Illinois,
581
:worked with them for a year, they
were just a 40 man shop at the time.
582
:It was a tool and die shop, making molds,
and they were happy with the technology.
583
:The competitive technology, I knew
the guy and he knew me and my
584
:joking way of saying this, we would
bow like two samurai warriors.
585
:We would go into an account, one
of us would win, one of us would
586
:lose, and we would come out, bow
again, and, that was the end of it.
587
:Rich Greene: On you way.
588
:Yeah.
589
:Freddy D: One day I get a phone call from
this guy and he invites me for lunch.
590
:I'm going what's up with that?
591
:And he goes, I'm buying.
592
:Okay.
593
:So we got together and it turned out
he got promoted to major accounts in
594
:the company and thought enough about
me to have me become his replacement
595
:as a district manager for that company.
596
:So I took over as
district manager and Okay.
597
:Where do I go?
598
:I go back to my other customer
and I told them the story.
599
:They were like, wow, congratulations,
and we've looked at this product as
600
:well, it turned out, cause it did some
things that the other product didn't do.
601
:So they ended up buying again
from me, just like you just
602
:said, using both products.
603
:They did different things,
similar but different, and they
604
:became my biggest superfan.
605
:That account propelled me to being
one of the top sales guys in the
606
:company , because they were my superfan.
607
:So when I would be talking to a new
prospect, I would say contact Bob
608
:over at such and such company, by
the way that was his real first name.
609
:Rich Greene: Yeah.
610
:Freddy D: He'll tell you about
the product and he'll tell you
611
:how I work and all that stuff.
612
:They were my reference,
they were my superfans.
613
:The last time I visited them,
they wouldn't let me in the door.
614
:And I says, what's up guys?
615
:And they go, every time you walk in
here, you cost us a hundred grand.
616
:Yeah, but you bought the building
next door, you built the breezeway,
617
:you bought the building on the other
side, you built the breezeway and
618
:you're now 140, people company.
619
:Rich Greene: Wow, from 40
620
:Freddy D: it was always about how
I could help them achieve their
621
:vision of where they wanted to be.
622
:Rich Greene: You were thinking, you were
looking out for their best interest,
623
:so they kept buying from you even
though you worked for the competition.
624
:You know the thing that strikes me
that I hadn't ever thought about
625
:before, Frederick, was you created
a superfan of your competition.
626
:You got hired by your competition.
627
:Freddy D: Correct.
628
:Rich Greene: Because you just were
honest and forthright and you did
629
:business in an upstanding way.
630
:Freddy D: I'm still friends
with that guy today.
631
:Rich Greene: That's great.
632
:That's a cool story.
633
:Along that lines, when they when
they don't buy from you just talked
634
:about, the fact that they gave you
referrals, but, you can get a referral
635
:even when they don't buy from you.
636
:Freddy D: Correct
637
:Rich Greene: That's one of the
steps in my in my process also.
638
:When you get the no, what do you do?
639
:You thank them first,
and think about this.
640
:If most people that are nice,
they're decent people, they
641
:don't like to tell people no.
642
:They feel bad that they rejected you.
643
:This is the perfect opportunity for
them to feel good about themselves.
644
:So I would say when you're faced with
that, when someone just said no, and
645
:you've had a good experience in dealing
with them, and you've done your best,
646
:and you worked your hardest, now's
the time to ask them for a favor.
647
:Freddy D: Especially if you built a
relationship with them, through that
648
:whole process, it's even more so because,
you're right, now you got an emotional
649
:connection and they're going yeah, he's a
good guy and unfortunately, it's not what
650
:we're looking for at this point in time.
651
:I know somebody or I may know
somebody who may be able to
652
:benefit from what they're offering.
653
:Rich Greene: So this is the time to do it.
654
:Don't wait a day, wait a
week, don't wait a month.
655
:Right away.
656
:When the emotion is, the kind of that
guilty feeling that they might have is
657
:raw and go ahead and ask and they'll
feel better, you'll feel better.
658
:I'll tell you one of the, it just popped
into my head, but one of the things that,
659
:when you ask for a referral, probably
get this about 80 percent of the time
660
:to someone, they'll just automatically
respond, I don't know anybody.
661
:I don't know if you've
ever had that before.
662
:I just don't know anybody and
when that happens, because
663
:they're doing it automatically.
664
:I'll give you a little tip here.
665
:You want to break the pattern in
their head in their brain, right?
666
:Because that's pattern
that's been built in.
667
:They're used to coming up with that
answer because they get it all the time.
668
:You want to break that
pattern, so ask this question.
669
:It's going to sound
ridiculous, but it works.
670
:It'll work.
671
:It'll work.
672
:You'll just be shocked.
673
:Okay, I understand, but if you did
know somebody, who might that be?
674
:I just told you I don't know
anybody, and then you ask them again.
675
:You're, it's a strange way to ask the
question, and it breaks that pattern
676
:in their brain, and I'd say maybe
about 50 percent of the time they'll
677
:come up with a person or a company.
678
:It's amazing.
679
:It's an amazing process, but
yeah, you want to strike while the
680
:iron's hot and ask for a referral.
681
:The other thing that you want to do
also, and I don't care if you own your
682
:own business, and you're just a single
person or you're in a big company.
683
:You want to tell that individual
that they're going to be getting a
684
:survey from your marketing department.
685
:So I help people with surveys that
ask about how you performed with them.
686
:How was, Rich , we had
an experience with Rich.
687
:Was he professional?
688
:Did he help you with the situation
you're in there, those kinds of things.
689
:And this is a great way
to get marketing material.
690
:People saying good things about
it that you can use in marketing.
691
:So I say, listen, my boss is
going to be looking at this.
692
:So hopefully you'll say something nice.
693
:Freddy D: Reviews is
the new word of mouth.
694
:So that's a brilliant
way of getting, Reviews.
695
:Even though you don't have that
individual, that business as a
696
:customer, they still gave you a review
that you can show to somebody else.
697
:Rich Greene: It works and it works
great and you'd be amazed at the things
698
:that people will say about you when
they think they're helping you out.
699
:So what I say is go get a survey
monkey or something like that.
700
:Write up some leading questions,
like leading meaning, what did you
701
:like best about working with Rich?
702
:And then they'll think about, oh, I
liked this, and they'll write it down.
703
:Now you've got some good stuff, that,
ideally, you're right about the reviews.
704
:You want people to go online and
say things about you too, right?
705
:But I think this is a good
first step because it can
706
:be very quick and very easy.
707
:I've got almost a 95 percent success
rate with people doing this because
708
:it takes less than 30 seconds.
709
:So that's another step in the process.
710
:Freddy D: Yeah.
711
:And again, when you're meeting
with somebody else in person,
712
:you can show them the feedback.
713
:Rich Greene: Yeah.
714
:A lot of times I'll take the, what
somebody said about me and say, Hey,
715
:listen, would you mind just taking this
and putting it on LinkedIn, doing a
716
:review on LinkedIn for me and my company?
717
:The LinkedIn reviews are great too.
718
:So there's all kinds of places
you can put that review.
719
:But I think that's a critical
thing that most people forget
720
:about, and it's really easy to do.
721
:Just, a few things you need to set up,
and the email doesn't come from you.
722
:It comes from the marketing department.
723
:There's all sorts of things
you can do to make that happen.
724
:But that's important, and I think
the other thing that is critical,
725
:is staying in contact with them.
726
:Freddy D: Absolutely.
727
:Rich Greene: You didn't get the
deal, but you want to be able
728
:to stay in contact with them.
729
:Please don't do, I'm just checking in,
because that's just a waste of time.
730
:If you're going to make a contact with
somebody, be prepared when you call
731
:them to give them something of value.
732
:I saw this.
733
:I think this might be
great for your business.
734
:I just thought about you and I wanted
to, send an email or phone call.
735
:People still answer the phone today,
and people really appreciate that.
736
:You're not pushing yourself on them.
737
:You're just That's the whole,
those are the things about
738
:developing that superfan, right?
739
:That person is the company.
740
:There'll be that superfan.
741
:And if they leave the company,
they'll go to another company.
742
:Freddy D: You just hit another topic
right there, because that sale may not
743
:have happened at that particular company.
744
:But that individual knows who you
are, and you followed up and you
745
:stayed in contact in a positive way.
746
:All of a sudden they get another
opportunity, they move on to another
747
:place and go, Oh, you know what?
748
:That product that their
service that Rich had.
749
:This company could use, and next thing
you know, they're reaching out to you.
750
:Rich Greene: If you spend any amount
of time as a sales professional,
751
:and I've got decades, right?
752
:It comes back at you.
753
:You'd be surprised.
754
:People move, and this happened time and
time again, where I worked with someone
755
:in one company, they moved to another
company, they liked our interaction.
756
:They were a superfan of Rich.
757
:And they called me and
I got more business.
758
:Freddy D: Yeah.
759
:Same thing when I was selling
manufacturing software.
760
:Exactly the same thing.
761
:Rich Greene: Yeah.
762
:Yeah.
763
:These aren't difficult concepts.
764
:They really aren't, but they're
really powerful and really important.
765
:I think, Nike had the right slogan.
766
:You just got to do it.
767
:Don't think about it.
768
:Just do it.
769
:Get it done.
770
:So going back to that winning,
first, first, second, third place,
771
:or I won the sale, I lost the sale.
772
:If they said no and didn't buy
from me, but they gave me a review,
773
:they gave me a referral, I got
a new friend, did I really lose?
774
:Freddy D: You get a W.
775
:You get a W.
776
:Rich Greene: It's just
a different kind of W.
777
:But it's a W.
778
:And that's where I help people.
779
:I know you help people as
well to get right up here.
780
:The right mindset about doing
business with people, and with the
781
:goal of creating a superfan for life.
782
:Freddy D: Exactly.
783
:Exactly.
784
:So Rich, let's transition into the
last part here is talk about your
785
:giveaway and how that can benefit
people and how can they find that?
786
:Rich Greene: We talked
a little bit about it.
787
:I've got a video that I put together.
788
:It's about a 30 minute video that
goes through the process of how to
789
:win in sales 100 percent of the time.
790
:Even when the prospect says no.
791
:And you'll get all the detailed steps.
792
:You'll get an actual survey, a written
survey with examples that you can use
793
:and teaching you exactly how to do that.
794
:That survey part's a little bit tricky.
795
:There's a few more things
that you need to do.
796
:To make it look like it's not coming
directly from you, that it really is a
797
:third party or a marketing department
or whoever, and if you're a solopreneur,
798
:you are the marketing department.
799
:So, I'd like to give that to the
listeners because I want everybody to
800
:win, even when they're told no, and
that you can pick that up for free.
801
:At www the 101 0 0 100%
winner, www the 100% winner.
802
:Again, it's free.
803
:Just stick your name and your email
in there and you'll get access to it
804
:instantly and furthermore, if you've got
questions or you're doing it, I've got
805
:a way that you can get in touch with me
and I'd be happy to help you through the
806
:process, any questions that you have.
807
:So hopefully it's a real value to your
listeners and you're winning all the time.
808
:Freddy D: Excellent, Rich.
809
:It's been great having you on the
Business Superfans podcast show.
810
:We shared a lot of great nuggets here
for our audience and they can continue
811
:the conversation in the Business
Superfans Accelerator and they can get
812
:your information on the show notes.
813
:And I look forward to us continuing
the conversation down the road.
814
:Rich Greene: Absolutely.
815
:Frederick, thanks for having
me on your show today.
816
:I really appreciate it.
817
:Thanks to your listeners as well.
818
:Everybody, keep winning.
