when I think about making something happen in the world selling something
happen in the world selling something
happen in the world selling something getting a donation getting voted for
getting a donation getting voted for
getting a donation getting voted for whatever the transaction is I always
whatever the transaction is I always
whatever the transaction is I always break down that world into sales and
break down that world into sales and
break down that world into sales and marketing and I think that I spend a lot
marketing and I think that I spend a lot
marketing and I think that I spend a lot of time these days in the marketing
of time these days in the marketing
of time these days in the marketing funnel and really helping a lot of my
funnel and really helping a lot of my
funnel and really helping a lot of my digital startups and my friends in
digital startups and my friends in
digital startups and my friends in digital marketing oh thank you so much
digital marketing oh thank you so much
digital marketing oh thank you so much good reaction to the darkness Jets
good reaction to the darkness Jets
good reaction to the darkness Jets jersey that makes me super happy I’m
jersey that makes me super happy I’m
jersey that makes me super happy I’m trying to convince a lot of people go
trying to convince a lot of people go
trying to convince a lot of people go from sales to understand the value of
from sales to understand the value of
from sales to understand the value of marketing but I’ll tell you right now
marketing but I’ll tell you right now
marketing but I’ll tell you right now through and through when I when I pass
through and through when I when I pass
through and through when I when I pass away and they opened me up I am a
away and they opened me up I am a
away and they opened me up I am a Salesman through and through and I’ve
Salesman through and through and I’ve
Salesman through and through and I’ve been my whole life
been my whole life
been my whole life pickups to the salespeople so coming to
pickups to the salespeople so coming to
pickups to the salespeople so coming to a sales conference is a lot of fun for
a sales conference is a lot of fun for
a sales conference is a lot of fun for me and I think there should be more of
me and I think there should be more of
me and I think there should be more of them in our space because I think the
them in our space because I think the
them in our space because I think the issue with a lot of my marketing friends
issue with a lot of my marketing friends
issue with a lot of my marketing friends and people is it’s very up in the clouds
and people is it’s very up in the clouds
and people is it’s very up in the clouds and it doesn’t really end up creating
and it doesn’t really end up creating
and it doesn’t really end up creating the thing that I think we’re all you
the thing that I think we’re all you
the thing that I think we’re all you know tied to which is the transaction
know tied to which is the transaction
know tied to which is the transaction what is the KPI like what are we
what is the KPI like what are we
what is the KPI like what are we actually trying to do I’m gonna give you
actually trying to do I’m gonna give you
actually trying to do I’m gonna give you a little background of where I came from
a little background of where I came from
a little background of where I came from for the people in here that don’t know
for the people in here that don’t know
for the people in here that don’t know my story because I think it matters and
my story because I think it matters and
my story because I think it matters and then I want to talk about what I would
then I want to talk about what I would
then I want to talk about what I would do if I was in this audience I think
do if I was in this audience I think
do if I was in this audience I think what I try to do as a salesman is I try
what I try to do as a salesman is I try
what I try to do as a salesman is I try to reverse-engineer I try to figure out
to reverse-engineer I try to figure out
to reverse-engineer I try to figure out while on stage who the audience is I try
while on stage who the audience is I try
while on stage who the audience is I try to figure out what Simon and Seth have
to figure out what Simon and Seth have
to figure out what Simon and Seth have and Arianna and Frederick have already
and Arianna and Frederick have already
and Arianna and Frederick have already said because I know their spiels really
said because I know their spiels really
said because I know their spiels really fucking well and and I’m trying to think
fucking well and and I’m trying to think
fucking well and and I’m trying to think about what can I say that’s different
about what can I say that’s different
about what can I say that’s different that is gonna actually bring value and
that is gonna actually bring value and
that is gonna actually bring value and the truth is and I know those four very
the truth is and I know those four very
the truth is and I know those four very well Fredrik I think is a a purebred
well Fredrik I think is a a purebred
well Fredrik I think is a a purebred salesman but I really do think that I
salesman but I really do think that I
salesman but I really do think that I was born very lucky and then I think my
was born very lucky and then I think my
was born very lucky and then I think my parents are very opposite and I think I
parents are very opposite and I think I
parents are very opposite and I think I feel very in kinship with my marketing
feel very in kinship with my marketing
feel very in kinship with my marketing and with my sales and so that’s what I
and with my sales and so that’s what I
and with my sales and so that’s what I want to focus on because I think a lot
want to focus on because I think a lot
want to focus on because I think a lot of people here could make a lot more
of people here could make a lot more
of people here could make a lot more money if they eliminated two things one
money if they eliminated two things one
money if they eliminated two things one laziness to be very frank and
laziness to be very frank and
laziness to be very frank and and to idealistic points of view of how
and to idealistic points of view of how
and to idealistic points of view of how they’ve made their money in the past I
they’ve made their money in the past I
they’ve made their money in the past I think one of the biggest concerns I have
think one of the biggest concerns I have
think one of the biggest concerns I have sitting here in a world where I’m hungry
sitting here in a world where I’m hungry
sitting here in a world where I’m hungry to get one to two people three people to
to get one to two people three people to
to get one to two people three people to get a lot of value out of this talk is
get a lot of value out of this talk is
get a lot of value out of this talk is the way you made your money before is my
the way you made your money before is my
the way you made your money before is my enemy the way you’ve been successful
enemy the way you’ve been successful
enemy the way you’ve been successful yesterday is my enemy
yesterday is my enemy
yesterday is my enemy it is stunning if you understood what
it is stunning if you understood what
it is stunning if you understood what runs through my head every morning on
runs through my head every morning on
runs through my head every morning on how little I think anybody should give a
how little I think anybody should give a
how little I think anybody should give a fuck about anything I achieved yesterday
fuck about anything I achieved yesterday
fuck about anything I achieved yesterday back you’re really only as good as your
back you’re really only as good as your
back you’re really only as good as your last at-bat and the thing that I’m most
last at-bat and the thing that I’m most
last at-bat and the thing that I’m most passionate about and I think many of you
passionate about and I think many of you
passionate about and I think many of you guys and gals can agree with me on this
guys and gals can agree with me on this
guys and gals can agree with me on this is the landscape of sales and all of
is the landscape of sales and all of
is the landscape of sales and all of communication in our society has had a
communication in our society has had a
communication in our society has had a fundamental shift over the last decade
fundamental shift over the last decade
fundamental shift over the last decade because of technology and there’s just a
because of technology and there’s just a
because of technology and there’s just a lot of people that are doing things that
lot of people that are doing things that
lot of people that are doing things that are not bringing them real value for
are not bringing them real value for
are not bringing them real value for their actions my my religion in sales is
their actions my my religion in sales is
their actions my my religion in sales is attention before I even think about how
attention before I even think about how
attention before I even think about how to sell you my SAS product cuz it’s
to sell you my SAS product cuz it’s
to sell you my SAS product cuz it’s better than the one that you’re using or
better than the one that you’re using or
better than the one that you’re using or my wine or why you should use
my wine or why you should use
my wine or why you should use vaynermedia and my agency or new pair of
vaynermedia and my agency or new pair of
vaynermedia and my agency or new pair of sneakers or whatever you’re selling in
sneakers or whatever you’re selling in
sneakers or whatever you’re selling in this room mid market enterprise small
this room mid market enterprise small
this room mid market enterprise small startup the one thing that connects us
startup the one thing that connects us
startup the one thing that connects us is the end person’s attention and this
is the end person’s attention and this
is the end person’s attention and this is what I want to focus on at first my
is what I want to focus on at first my
is what I want to focus on at first my career of being obsessed around
career of being obsessed around
career of being obsessed around attention started when I was six and I’m
attention started when I was six and I’m
attention started when I was six and I’m not kidding this is an interesting story
not kidding this is an interesting story
not kidding this is an interesting story I was born in the Soviet Union I came
I was born in the Soviet Union I came
I was born in the Soviet Union I came here as a kid my dad eventually got a
here as a kid my dad eventually got a
here as a kid my dad eventually got a job as a stock boy in a liquor store in
job as a stock boy in a liquor store in
job as a stock boy in a liquor store in New Jersey I originally lived in Queens
New Jersey I originally lived in Queens
New Jersey I originally lived in Queens then I grew up in Edison New Jersey in
then I grew up in Edison New Jersey in
then I grew up in Edison New Jersey in Edison when I was six and seven years
Edison when I was six and seven years
Edison when I was six and seven years old I tricked
old I tricked
old I tricked manipulated sold I sold I sold my
manipulated sold I sold I sold my
manipulated sold I sold I sold my friends on the idea of standing behind a
friends on the idea of standing behind a
friends on the idea of standing behind a lemonade stand all day and so when I was
lemonade stand all day and so when I was
lemonade stand all day and so when I was six years old I had a six lemonade stand
six years old I had a six lemonade stand
six years old I had a six lemonade stand franchise in Edison New Jersey how many
franchise in Edison New Jersey how many
franchise in Edison New Jersey how many of you remember big wheels those little
of you remember big wheels those little
of you remember big wheels those little bikes guys remember I still ride my big
bikes guys remember I still ride my big
bikes guys remember I still ride my big wheels at the end of the day every
wheels at the end of the day every
wheels at the end of the day every summer and pick up my cash like I was
summer and pick up my cash like I was
summer and pick up my cash like I was little Tony Soprano or something so I
little Tony Soprano or something so I
little Tony Soprano or something so I was a Salesman early on but it’s funny
was a Salesman early on but it’s funny
was a Salesman early on but it’s funny it wasn’t the reason my friends were
it wasn’t the reason my friends were
it wasn’t the reason my friends were behind the register selling the lemonade
behind the register selling the lemonade
behind the register selling the lemonade and I was and it wasn’t because I was
and I was and it wasn’t because I was
and I was and it wasn’t because I was fancy it wasn’t because I didn’t want to
fancy it wasn’t because I didn’t want to
fancy it wasn’t because I didn’t want to do the work it’s because and this is me
do the work it’s because and this is me
do the work it’s because and this is me now realizing this years later it was
now realizing this years later it was
now realizing this years later it was because I was obsessed with attention
because I was obsessed with attention
because I was obsessed with attention while my homies stood behind the
while my homies stood behind the
while my homies stood behind the lemonade stands I walked up and down the
lemonade stands I walked up and down the
lemonade stands I walked up and down the streets by the way for a lot of the
streets by the way for a lot of the
streets by the way for a lot of the youngsters in here this was the 80s when
youngsters in here this was the 80s when
youngsters in here this was the 80s when kids just went outside and did random
kids just went outside and did random
kids just went outside and did random shit so I would walk I would I would
shit so I would walk I would I would
shit so I would walk I would I would walk up and down the streets and
walk up and down the streets and
walk up and down the streets and literally this sounds sick I am I would
literally this sounds sick I am I would
literally this sounds sick I am I would sit at the cross-sections of streets
sit at the cross-sections of streets
sit at the cross-sections of streets tinguely Lane in New Jersey Inman Avenue
tinguely Lane in New Jersey Inman Avenue
tinguely Lane in New Jersey Inman Avenue in New Jersey I would sit there and I
in New Jersey I would sit there and I
in New Jersey I would sit there and I would watch people I would sit in for an
would watch people I would sit in for an
would watch people I would sit in for an hour I’m seven six seven eight years old
hour I’m seven six seven eight years old
hour I’m seven six seven eight years old I would sit there for hours and I would
I would sit there for hours and I would
I would sit there for hours and I would watch cars drive away and I would try to
watch cars drive away and I would try to
watch cars drive away and I would try to see if I could see their faces and I
see if I could see their faces and I
see if I could see their faces and I could figure out which three or pull to
could figure out which three or pull to
could figure out which three or pull to put the lemonade stand sign on because
put the lemonade stand sign on because
put the lemonade stand sign on because that would be the better one because
that would be the better one because
that would be the better one because they would see it and buy lemonade at
they would see it and buy lemonade at
they would see it and buy lemonade at early it was intuitive to me at such a
early it was intuitive to me at such a
early it was intuitive to me at such a ridiculous age that the number one asset
ridiculous age that the number one asset
ridiculous age that the number one asset was the attention and then what I had to
was the attention and then what I had to
was the attention and then what I had to say is what mattered that the creative
say is what mattered that the creative
say is what mattered that the creative that the product that the copy’
that the product that the copy’
that the product that the copy’ was the variable that the thing I said
was the variable that the thing I said
was the variable that the thing I said on the other side of the phone was the
on the other side of the phone was the
on the other side of the phone was the variable but before I could say it no
variable but before I could say it no
variable but before I could say it no matter how good my game was did I
matter how good my game was did I
matter how good my game was did I actually have their attention or was I
actually have their attention or was I
actually have their attention or was I speaking to somebody that wasn’t paying
speaking to somebody that wasn’t paying
speaking to somebody that wasn’t paying attention I believe that the far
attention I believe that the far
attention I believe that the far majority of this room
majority of this room
majority of this room become disconnected with the reality of
become disconnected with the reality of
become disconnected with the reality of the end consumers attention that we have
the end consumers attention that we have
the end consumers attention that we have taken for granted whether through
taken for granted whether through
taken for granted whether through laziness not being compensated for it or
laziness not being compensated for it or
laziness not being compensated for it or whatever other variable you are not
whatever other variable you are not
whatever other variable you are not being good at what you do I don’t know I
being good at what you do I don’t know I
being good at what you do I don’t know I believe that the market of sales has
believe that the market of sales has
believe that the market of sales has lost its way it just I think it’s the
lost its way it just I think it’s the
lost its way it just I think it’s the speed of attention shift in today’s
speed of attention shift in today’s
speed of attention shift in today’s society I went on to have a very big
society I went on to have a very big
society I went on to have a very big baseball card business when I was 12 and
baseball card business when I was 12 and
baseball card business when I was 12 and 13 when I was 12 13 I was selling
13 when I was 12 13 I was selling
13 when I was 12 13 I was selling baseball cards in the malls of New
baseball cards in the malls of New
baseball cards in the malls of New Jersey and I was making two to three
Jersey and I was making two to three
Jersey and I was making two to three thousand dollars a weekend as a baseball
thousand dollars a weekend as a baseball
thousand dollars a weekend as a baseball card salesman I don’t know about you
card salesman I don’t know about you
card salesman I don’t know about you guys but when you have four when you’re
guys but when you have four when you’re
guys but when you have four when you’re 14 and you have $30,000 in cash under
14 and you have $30,000 in cash under
14 and you have $30,000 in cash under your bed and you’re not selling weed
your bed and you’re not selling weed
your bed and you’re not selling weed you’re a good fucking salesman so that
you’re a good fucking salesman so that
you’re a good fucking salesman so that was good by the way I plan on buying the
was good by the way I plan on buying the
was good by the way I plan on buying the New York Jets which I think projected by
New York Jets which I think projected by
New York Jets which I think projected by the time I’m ready is gonna cost me
the time I’m ready is gonna cost me
the time I’m ready is gonna cost me between five and eight billion dollars
between five and eight billion dollars
between five and eight billion dollars and I’m convinced that when I was 13 and
and I’m convinced that when I was 13 and
and I’m convinced that when I was 13 and had $30,000 of cash it will be the
had $30,000 of cash it will be the
had $30,000 of cash it will be the richest I’ve ever been and just couldn’t
richest I’ve ever been and just couldn’t
richest I’ve ever been and just couldn’t even begin to think about spending that
even begin to think about spending that
even begin to think about spending that kind of money when I was 14 my dad
kind of money when I was 14 my dad
kind of money when I was 14 my dad ruined my life dragged me into the
ruined my life dragged me into the
ruined my life dragged me into the liquor store paid me two bucks an hour
liquor store paid me two bucks an hour
liquor store paid me two bucks an hour to bag ice he now owned his own store in
to bag ice he now owned his own store in
to bag ice he now owned his own store in Springfield New Jersey and I went from
Springfield New Jersey and I went from
Springfield New Jersey and I went from like being my own entrepreneur and doing
like being my own entrepreneur and doing
like being my own entrepreneur and doing my thing to working in this store called
my thing to working in this store called
my thing to working in this store called shoppers discount liquors that I hated
shoppers discount liquors that I hated
shoppers discount liquors that I hated because I bagged ice for 15 hours a day
because I bagged ice for 15 hours a day
because I bagged ice for 15 hours a day and walked home at 30 bucks
and walked home at 30 bucks
and walked home at 30 bucks that was a bad those two or three years
that was a bad those two or three years
that was a bad those two or three years were the dark ages of my professional
were the dark ages of my professional
were the dark ages of my professional career when I was 16 17 I was allowed
career when I was 16 17 I was allowed
career when I was 16 17 I was allowed upstairs I realized people collected
upstairs I realized people collected
upstairs I realized people collected wine that was interesting to me because
wine that was interesting to me because
wine that was interesting to me because I was into collecting and I embarked on
I was into collecting and I embarked on
I was into collecting and I embarked on my career my career took an interesting
my career my career took an interesting
my career my career took an interesting turn because I discovered the Internet
turn because I discovered the Internet
turn because I discovered the Internet and in 1997 I launched one of the first
and in 1997 I launched one of the first
and in 1997 I launched one of the first e-commerce wine businesses in America
e-commerce wine businesses in America
e-commerce wine businesses in America called winelibrary.com I grew my dad’s
called winelibrary.com I grew my dad’s
called winelibrary.com I grew my dad’s business from a three to a sixty million
business from a three to a sixty million
business from a three to a sixty million dollar business in five years I did it
dollar business in five years I did it
dollar business in five years I did it through sales and marketing
through sales and marketing
through sales and marketing I did it in two ways one I wasn’t out
I did it in two ways one I wasn’t out
I did it in two ways one I wasn’t out marketing everybody by buying Google
marketing everybody by buying Google
marketing everybody by buying Google AdWords by doing EEMA how many people
AdWords by doing EEMA how many people
AdWords by doing EEMA how many people here do email marketing raise your hands
here do email marketing raise your hands
here do email marketing raise your hands in 1997 I had a 200 thousand person
in 1997 I had a 200 thousand person
in 1997 I had a 200 thousand person email database selling wine that had
email database selling wine that had
email database selling wine that had 91.3% open rates right yeah
91.3% open rates right yeah
91.3% open rates right yeah now it wasn’t cuz I was such a hero like
now it wasn’t cuz I was such a hero like
now it wasn’t cuz I was such a hero like that same list now I was like 31.3 it’s
that same list now I was like 31.3 it’s
that same list now I was like 31.3 it’s because nobody was doing it and the
because nobody was doing it and the
because nobody was doing it and the thing that I want to talk to you about
thing that I want to talk to you about
thing that I want to talk to you about is the stunning excuses that my salesman
is the stunning excuses that my salesman
is the stunning excuses that my salesman friends make up for not doing snapchat
friends make up for not doing snapchat
friends make up for not doing snapchat or Facebook or Twitter or Instagram or
or Facebook or Twitter or Instagram or
or Facebook or Twitter or Instagram or LinkedIn content I love my sales friends
LinkedIn content I love my sales friends
LinkedIn content I love my sales friends or like I do LinkedIn I’m like no no you
or like I do LinkedIn I’m like no no you
or like I do LinkedIn I’m like no no you don’t do LinkedIn you sit there and you
don’t do LinkedIn you sit there and you
don’t do LinkedIn you sit there and you fucking try to connect people and you’re
fucking try to connect people and you’re
fucking try to connect people and you’re a fucking spam bot you motherfucker not
a fucking spam bot you motherfucker not
a fucking spam bot you motherfucker not a Salesman fuck anyway sorry truth truth
a Salesman fuck anyway sorry truth truth
a Salesman fuck anyway sorry truth truth like I do LinkedIn sales no you don´t
like I do LinkedIn sales no you don´t
like I do LinkedIn sales no you don´t you just click buttons and you hope and
you just click buttons and you hope and
you just click buttons and you hope and pray and you ctrl copy and paste the
pray and you ctrl copy and paste the
pray and you ctrl copy and paste the same fucking message to every person
same fucking message to every person
same fucking message to every person because you’re fucking lazy so anyway
real estate when there’s a new vacation
real estate when there’s a new vacation destination or a new town or Hudson
destination or a new town or Hudson
destination or a new town or Hudson Yards is being built right here the
Yards is being built right here the
Yards is being built right here the people that buy first if they’re right
people that buy first if they’re right
people that buy first if they’re right when you don’t get the beachfront
when you don’t get the beachfront
when you don’t get the beachfront property by waiting for years for what’s
property by waiting for years for what’s
property by waiting for years for what’s the value of it I am NOT I believe that
the value of it I am NOT I believe that
the value of it I am NOT I believe that a purebred salesperson is never crippled
a purebred salesperson is never crippled
a purebred salesperson is never crippled if her or his actions are not fruitful I
if her or his actions are not fruitful I
if her or his actions are not fruitful I believe a purebred salesperson
believe a purebred salesperson
believe a purebred salesperson understands that that’s part of the game
understands that that’s part of the game
understands that that’s part of the game that that’s part of the hustle that
that that’s part of the hustle that
that that’s part of the hustle that there’s so much upside by doing a new
there’s so much upside by doing a new
there’s so much upside by doing a new tactic even if you hit it once out of
tactic even if you hit it once out of
tactic even if you hit it once out of every nine times the overall ROI of all
every nine times the overall ROI of all
every nine times the overall ROI of all those hours becomes a net positive score
those hours becomes a net positive score
those hours becomes a net positive score and that is why I think I’ve been
and that is why I think I’ve been
and that is why I think I’ve been successful because my career in sales
successful because my career in sales
successful because my career in sales has been predicated of not being
has been predicated of not being
has been predicated of not being crippled by overworking to learn
crippled by overworking to learn
crippled by overworking to learn something new
something new
something new period it is it is insanity and let me
period it is it is insanity and let me
period it is it is insanity and let me use that word aggressively it is
use that word aggressively it is
use that word aggressively it is insanity for you to disrespect all the
insanity for you to disrespect all the
insanity for you to disrespect all the social media platforms today and what
social media platforms today and what
social media platforms today and what they can mean for sales for you you have
they can mean for sales for you you have
they can mean for sales for you you have to understand if one person execute
to understand if one person execute
to understand if one person execute transactions through it then you can too
transactions through it then you can too
transactions through it then you can too the problem is it’s hard the problem is
the problem is it’s hard the problem is
the problem is it’s hard the problem is it takes time the problem is there’s a
it takes time the problem is there’s a
it takes time the problem is there’s a lot of easier ways to do it today but
lot of easier ways to do it today but
lot of easier ways to do it today but those things go away anybody here that’s
those things go away anybody here that’s
those things go away anybody here that’s been doing email sales for 15 years
been doing email sales for 15 years
been doing email sales for 15 years knows what I’m about to say which was 10
knows what I’m about to say which was 10
knows what I’m about to say which was 10 and 15 years ago it worked better right
and 15 years ago it worked better right
and 15 years ago it worked better right it worked better because we play in one
it worked better because we play in one
it worked better because we play in one game my friends all of us you’re trying
game my friends all of us you’re trying
game my friends all of us you’re trying to reach that person on the other end we
to reach that person on the other end we
to reach that person on the other end we play in b2b arbitrage of attention
play in b2b arbitrage of attention
play in b2b arbitrage of attention it’s just supply and demand how many
it’s just supply and demand how many
it’s just supply and demand how many people by show of hands is actually
people by show of hands is actually
people by show of hands is actually interesting let’s run with this let’s
interesting let’s run with this let’s
interesting let’s run with this let’s establish that lying is the devil and I
establish that lying is the devil and I
establish that lying is the devil and I have no interest in your head nods I
have no interest in your head nods I
have no interest in your head nods I want full fucking hands okay here we go
want full fucking hands okay here we go
want full fucking hands okay here we go how many people here now in 2016
how many people here now in 2016
how many people here now in 2016 actually actually hate it when another
actually actually hate it when another
actually actually hate it when another person another human being calls them
person another human being calls them
person another human being calls them raise your hand raise it high I want
raise your hand raise it high I want
raise your hand raise it high I want people look around look around raise it
people look around look around raise it
people look around look around raise it higher just real high please these are
higher just real high please these are
higher just real high please these are human beings our fellow human beings who
human beings our fellow human beings who
human beings our fellow human beings who actually hate when another human being
actually hate when another human being
actually hate when another human being calls them let me tell you why and then
calls them let me tell you why and then
calls them let me tell you why and then let me tell you why it’s important for
let me tell you why it’s important for
let me tell you why it’s important for this conversation
this conversation
this conversation the reason they hate it
the reason they hate it
the reason they hate it is because time has become the number
is because time has become the number
is because time has become the number one asset to every person in this room
one asset to every person in this room
one asset to every person in this room the emerging pillar in our society
the emerging pillar in our society
the emerging pillar in our society besides the health and wellness of our
besides the health and wellness of our
besides the health and wellness of our family and money the number one emerging
family and money the number one emerging
family and money the number one emerging pillar of value to everybody in this
pillar of value to everybody in this
pillar of value to everybody in this room and everybody in this conference
room and everybody in this conference
room and everybody in this conference and everybody outside is time and
and everybody outside is time and
and everybody outside is time and calling somebody when they weren’t
calling somebody when they weren’t
calling somebody when they weren’t expecting it has now become stealing
expecting it has now become stealing
expecting it has now become stealing ones time because we have the
ones time because we have the
ones time because we have the alternative of when that person calls
alternative of when that person calls
alternative of when that person calls you can say just text me just email me I
you can say just text me just email me I
you can say just text me just email me I will call you back on my time it is my
will call you back on my time it is my
will call you back on my time it is my belief that when I audit the sales
belief that when I audit the sales
belief that when I audit the sales ecosystem and all the startups I’m
ecosystem and all the startups I’m
ecosystem and all the startups I’m involved with and all the businesses I’m
involved with and all the businesses I’m
involved with and all the businesses I’m involved with that salespeople steal
involved with that salespeople steal
involved with that salespeople steal their clients time for their best and
their clients time for their best and
their clients time for their best and interests instead of reverse engineering
interests instead of reverse engineering
interests instead of reverse engineering the value of that person’s time it is in
the value of that person’s time it is in
the value of that person’s time it is in our best vested interest to send that
our best vested interest to send that
our best vested interest to send that email it is in our best vested interest
email it is in our best vested interest
email it is in our best vested interest to make that phone call
to make that phone call
to make that phone call we are not reverse engineering the fact
we are not reverse engineering the fact
we are not reverse engineering the fact that these people have become busy now
that these people have become busy now
that these people have become busy now another thing that’s extremely
another thing that’s extremely
another thing that’s extremely fascinating for me being in this room is
fascinating for me being in this room is
fascinating for me being in this room is I grew up in B to C my whole life right
I grew up in B to C my whole life right
I grew up in B to C my whole life right only seven years ago when I started
only seven years ago when I started
only seven years ago when I started vaynermedia did I go into the b2b world
vaynermedia did I go into the b2b world
vaynermedia did I go into the b2b world just for the people that don’t know here
just for the people that don’t know here
just for the people that don’t know here I have a 650 person social digital
I have a 650 person social digital
I have a 650 person social digital agency that have grown in last four
agency that have grown in last four
agency that have grown in last four years from a three to a 100 million
years from a three to a 100 million
years from a three to a 100 million dollar business in sales not fucking
dollar business in sales not fucking
dollar business in sales not fucking valuation and by the way that’s another
valuation and by the way that’s another
valuation and by the way that’s another conversation for another fucking day
conversation for another fucking day
conversation for another fucking day and I think the thing that will be
and I think the thing that will be
and I think the thing that will be interesting to a lot of people here is
interesting to a lot of people here is
interesting to a lot of people here is I’ve done that mainly on not selling
I’ve done that mainly on not selling
I’ve done that mainly on not selling like we don’t really do RFPs I’m not
like we don’t really do RFPs I’m not
like we don’t really do RFPs I’m not interested in selling somebody who I
interested in selling somebody who I
interested in selling somebody who I would tell you my number like if
would tell you my number like if
would tell you my number like if somebody said what’s your most religious
somebody said what’s your most religious
somebody said what’s your most religious sales tactic it is not to try to sell to
sales tactic it is not to try to sell to
sales tactic it is not to try to sell to somebody who’s unsellable I think one of
somebody who’s unsellable I think one of
somebody who’s unsellable I think one of the most fascinating things that I
the most fascinating things that I
the most fascinating things that I bought it when I look at the sales
bought it when I look at the sales
bought it when I look at the sales ecosystem is how much people take time
ecosystem is how much people take time
ecosystem is how much people take time trying to convert somebody who’s
trying to convert somebody who’s
trying to convert somebody who’s unconverted all yes your product might
unconverted all yes your product might
unconverted all yes your product might be eight thousand times better but if
be eight thousand times better but if
be eight thousand times better but if that bosses boss is best friend homeys
that bosses boss is best friend homeys
that bosses boss is best friend homeys with the alternative legacy software you
with the alternative legacy software you
with the alternative legacy software you fucking lost and then I watch people
fucking lost and then I watch people
fucking lost and then I watch people think that they’re gonna convert it on
think that they’re gonna convert it on
think that they’re gonna convert it on merit there’s no fuckin merit there’s
merit there’s no fuckin merit there’s
merit there’s no fuckin merit there’s just human beings making human decisions
just human beings making human decisions
just human beings making human decisions and I think we need to get a lot less
and I think we need to get a lot less
and I think we need to get a lot less romantic about that and start being much
romantic about that and start being much
romantic about that and start being much more practical about the ecosystem let
more practical about the ecosystem let
more practical about the ecosystem let me tell you another way that I’ve grown
me tell you another way that I’ve grown
me tell you another way that I’ve grown that business that I think as instead of
that business that I think as instead of
that business that I think as instead of pontificating and cursing up here let me
pontificating and cursing up here let me
pontificating and cursing up here let me give you a direct tactic that I think a
give you a direct tactic that I think a
give you a direct tactic that I think a lot of you guys can use a couple of
lot of you guys can use a couple of
lot of you guys can use a couple of books ago because I decided to write
books ago because I decided to write
books ago because I decided to write those kind of things I wrote a book
those kind of things I wrote a book
those kind of things I wrote a book called the Thank You economy it’s super
called the Thank You economy it’s super
called the Thank You economy it’s super interesting to me it’s the notion of if
interesting to me it’s the notion of if
interesting to me it’s the notion of if you provide so much upfront value to an
you provide so much upfront value to an
you provide so much upfront value to an individual can you actually guilt them
individual can you actually guilt them
individual can you actually guilt them into buying shit especially if all your
into buying shit especially if all your
into buying shit especially if all your actions are predicated on not expecting
actions are predicated on not expecting
actions are predicated on not expecting them to buy it that’s the big part when
them to buy it that’s the big part when
them to buy it that’s the big part when the energy of your tactics is to convert
the energy of your tactics is to convert
the energy of your tactics is to convert you will lose when your energy is to
you will lose when your energy is to
you will lose when your energy is to disproportionally bring value and let
disproportionally bring value and let
disproportionally bring value and let the chips fall where they may
the chips fall where they may
the chips fall where they may you will win it will change your
you will win it will change your
you will win it will change your behavior it will change the energy of
behavior it will change the energy of
behavior it will change the energy of the execution let me give you a story
the execution let me give you a story
the execution let me give you a story vaynermedia there was a certain CMO that
vaynermedia there was a certain CMO that
vaynermedia there was a certain CMO that I really wanted to get to because I
I really wanted to get to because I
I really wanted to get to because I wanted their business right I don’t like
wanted their business right I don’t like
wanted their business right I don’t like doing rfp’s because it’s a crapshoot
doing rfp’s because it’s a crapshoot
doing rfp’s because it’s a crapshoot and we’re not very good at them right
and we’re not very good at them right
and we’re not very good at them right and I have the fortune nature of having
and I have the fortune nature of having
and I have the fortune nature of having a brand so a lot of business comes to me
a brand so a lot of business comes to me
a brand so a lot of business comes to me but this one wasn’t and I wanted it so I
but this one wasn’t and I wanted it so I
but this one wasn’t and I wanted it so I decided to follow and this is my number
decided to follow and this is my number
decided to follow and this is my number one number one tactic for every person
one number one tactic for every person
one number one tactic for every person this room that I am positive that if you
this room that I am positive that if you
this room that I am positive that if you actually put in the work and do it that
actually put in the work and do it that
actually put in the work and do it that you will email me and this is really the
you will email me and this is really the
you will email me and this is really the reason I’m giving this is because I want
reason I’m giving this is because I want
reason I’m giving this is because I want you to email me in four months and be
you to email me in four months and be
you to email me in four months and be like hey bran I saw you in New York at
like hey bran I saw you in New York at
like hey bran I saw you in New York at the sales machine conference I figured a
the sales machine conference I figured a
the sales machine conference I figured a little bit ridiculous but I did this
little bit ridiculous but I did this
little bit ridiculous but I did this thing and it actually worked
thing and it actually worked
thing and it actually worked cool thanks that’s it that’s what I want
cool thanks that’s it that’s what I want
cool thanks that’s it that’s what I want and here’s the tactic
and here’s the tactic
and here’s the tactic how many people here are in b2b sales
how many people here are in b2b sales
how many people here are in b2b sales raise your hand awesome coming from B to
raise your hand awesome coming from B to
raise your hand awesome coming from B to C and now being in b2b and being part of
C and now being in b2b and being part of
C and now being in b2b and being part of companies like bunny medium percolated
companies like bunny medium percolated
companies like bunny medium percolated and wildfire that we’ve had successful
and wildfire that we’ve had successful
and wildfire that we’ve had successful exits in and watching the landscape of
exits in and watching the landscape of
exits in and watching the landscape of sales in that environment I’ve done very
sales in that environment I’ve done very
sales in that environment I’ve done very well most might be to be investments I
well most might be to be investments I
well most might be to be investments I am stunned how much easier it is to be a
am stunned how much easier it is to be a
am stunned how much easier it is to be a b2b salesman than a b2c salesman you
b2b salesman than a b2c salesman you
b2b salesman than a b2c salesman you literally know the name of the fucking
literally know the name of the fucking
literally know the name of the fucking person you’re selling to this is a big
person you’re selling to this is a big
person you’re selling to this is a big deal this is a big deal because by
deal this is a big deal because by
deal this is a big deal because by knowing the name in 2016 you have the
knowing the name in 2016 you have the
knowing the name in 2016 you have the opportunity to use big data in your
opportunity to use big data in your
opportunity to use big data in your advantage on a micro level to create the
advantage on a micro level to create the
advantage on a micro level to create the world that you want let me explain I
world that you want let me explain I
world that you want let me explain I found the CMO that I wanted on Twitter
found the CMO that I wanted on Twitter
found the CMO that I wanted on Twitter some of the people that you’re trying to
some of the people that you’re trying to
some of the people that you’re trying to get to won’t be on Twitter they may be
get to won’t be on Twitter they may be
get to won’t be on Twitter they may be on LinkedIn they may be on Facebook they
on LinkedIn they may be on Facebook they
on LinkedIn they may be on Facebook they may be on Instagram but the fun part is
may be on Instagram but the fun part is
may be on Instagram but the fun part is 60 to 70 percent of your prospects are
60 to 70 percent of your prospects are
60 to 70 percent of your prospects are on one of these platforms and putting
on one of these platforms and putting
on one of these platforms and putting out data publicly on what they like and
out data publicly on what they like and
out data publicly on what they like and what they’re into I follow this
what they’re into I follow this
what they’re into I follow this individual and I noticed that he was a
individual and I noticed that he was a
individual and I noticed that he was a humongous st. Louis Cardinals baseball
humongous st. Louis Cardinals baseball
humongous st. Louis Cardinals baseball fan this is what my plan went into
fan this is what my plan went into
fan this is what my plan went into action
action
action I started watching everything he was
I started watching everything he was
I started watching everything he was tweeting about ironically I would you
tweeting about ironically I would you
tweeting about ironically I would you know I’m like a cobra in the grass I’ll
know I’m like a cobra in the grass I’ll
know I’m like a cobra in the grass I’ll tell you the number one thing that I
tell you the number one thing that I
tell you the number one thing that I think really separates good salespeople
think really separates good salespeople
think really separates good salespeople from bad salespeople is patience I’m
from bad salespeople is patience I’m
from bad salespeople is patience I’m patient as fuck right so I was staying
patient as fuck right so I was staying
patient as fuck right so I was staying in the grass just waiting
in the grass just waiting
in the grass just waiting collecting content being patient really
collecting content being patient really
collecting content being patient really mapping what he’s into paying attention
mapping what he’s into paying attention
mapping what he’s into paying attention ironically it coincided with my fantasy
ironically it coincided with my fantasy
ironically it coincided with my fantasy baseball league right so I’m in my
baseball league right so I’m in my
baseball league right so I’m in my fantasy baseball Draft
fantasy baseball Draft
fantasy baseball Draft I’ve got the team I want I’ve got a
I’ve got the team I want I’ve got a
I’ve got the team I want I’ve got a couple of empty slots on the reserve
couple of empty slots on the reserve
couple of empty slots on the reserve thing I’m like you know what I’m gonna
thing I’m like you know what I’m gonna
thing I’m like you know what I’m gonna I’m gonna draft this up-and-coming
I’m gonna draft this up-and-coming
I’m gonna draft this up-and-coming rookie Cardinals player for many other
rookie Cardinals player for many other
rookie Cardinals player for many other reasons than just winning my fantasy
reasons than just winning my fantasy
reasons than just winning my fantasy baseball team so I draft the guy anybody
baseball team so I draft the guy anybody
baseball team so I draft the guy anybody any Cardinals fans in here any couple
any Cardinals fans in here any couple
any Cardinals fans in here any couple maybe two or three I drafted a guy by
maybe two or three I drafted a guy by
maybe two or three I drafted a guy by name of kolten Wong infielder for the
name of kolten Wong infielder for the
name of kolten Wong infielder for the st. Louis Cardinals before he was even
st. Louis Cardinals before he was even
st. Louis Cardinals before he was even in Major League Baseball and so then I
in Major League Baseball and so then I
in Major League Baseball and so then I wait and I wait for kolten Wong to get
wait and I wait for kolten Wong to get
wait and I wait for kolten Wong to get up to the major leagues and I wait for
up to the major leagues and I wait for
up to the major leagues and I wait for kolten Wong to do something good and
kolten Wong to do something good and
kolten Wong to do something good and then I see what I needed to him tweeting
then I see what I needed to him tweeting
then I see what I needed to him tweeting about kolten Wong which allowed me to
about kolten Wong which allowed me to
about kolten Wong which allowed me to jump into that tween say hey I have
jump into that tween say hey I have
jump into that tween say hey I have kolten Wong on my fantasy team isn’t he
kolten Wong on my fantasy team isn’t he
kolten Wong on my fantasy team isn’t he awesome and he replied yeah he’s awesome
awesome and he replied yeah he’s awesome
awesome and he replied yeah he’s awesome that’s it patience remember don’t close
that’s it patience remember don’t close
that’s it patience remember don’t close on the first date all right so we
on the first date all right so we
on the first date all right so we interact a little bit more about the
interact a little bit more about the
interact a little bit more about the Cardinals they’re making their playoff
Cardinals they’re making their playoff
Cardinals they’re making their playoff run and somewhere about three weeks
run and somewhere about three weeks
run and somewhere about three weeks later he tweets me back and says hey I
later he tweets me back and says hey I
later he tweets me back and says hey I see that you’re a CEO of a digital
see that you’re a CEO of a digital
see that you’re a CEO of a digital agency we’re thinking about you know
agency we’re thinking about you know
agency we’re thinking about you know maybe changing up our roster a little
maybe changing up our roster a little
maybe changing up our roster a little bit is this something we could talk
bit is this something we could talk
bit is this something we could talk about with Shore fucking Ken
about with Shore fucking Ken
about with Shore fucking Ken I want to give you real data here less
I want to give you real data here less
I want to give you real data here less than an hour of work being patient
than an hour of work being patient
than an hour of work being patient spread off of probably about four months
spread off of probably about four months
spread off of probably about four months I was able to convert that strategy into
I was able to convert that strategy into
I was able to convert that strategy into a three point six million dollar paying
a three point six million dollar paying
a three point six million dollar paying client write sales sales but sales not
client write sales sales but sales not
client write sales sales but sales not that look like here’s a blank email that
that look like here’s a blank email that
that look like here’s a blank email that I’m gonna blast everybody is obsessed
I’m gonna blast everybody is obsessed
I’m gonna blast everybody is obsessed with scalability everybody is obsessed
with scalability everybody is obsessed
with scalability everybody is obsessed with scalability and all the action in
with scalability and all the action in
with scalability and all the action in sales is scaling the unscalable I
sales is scaling the unscalable I
sales is scaling the unscalable I believe that sales even in today’s
believe that sales even in today’s
believe that sales even in today’s environment is still a very face-to-face
environment is still a very face-to-face
environment is still a very face-to-face game right I think a lot of us agree
game right I think a lot of us agree
game right I think a lot of us agree with that I think the biggest disconnect
with that I think the biggest disconnect
with that I think the biggest disconnect from the people that just heard that in
from the people that just heard that in
from the people that just heard that in this room that have done that their
this room that have done that their
this room that have done that their whole lives that were like yeah hell
whole lives that were like yeah hell
whole lives that were like yeah hell yeah is that they don’t realize that
yeah is that they don’t realize that
yeah is that they don’t realize that technology is now the scaleable gateway
technology is now the scaleable gateway
technology is now the scaleable gateway drug to the human interactions I sell
drug to the human interactions I sell
drug to the human interactions I sell I’m going to Cleveland right now after
I’m going to Cleveland right now after
I’m going to Cleveland right now after this there’s a basketball game I want to
this there’s a basketball game I want to
this there’s a basketball game I want to see and I’m gonna sell on that plane on
see and I’m gonna sell on that plane on
see and I’m gonna sell on that plane on the way there because I’m using
the way there because I’m using
the way there because I’m using technology Twitter Facebook LinkedIn and
technology Twitter Facebook LinkedIn and
technology Twitter Facebook LinkedIn and these platforms as a gateway drug to
these platforms as a gateway drug to
these platforms as a gateway drug to create an interpersonal relationship
create an interpersonal relationship
create an interpersonal relationship there are people I know very well that
there are people I know very well that
there are people I know very well that I’ve spent very little time with in real
I’ve spent very little time with in real
I’ve spent very little time with in real life but I do that through those
life but I do that through those
life but I do that through those channels and then when we see each other
channels and then when we see each other
channels and then when we see each other there’s a total different feeling I have
there’s a total different feeling I have
there’s a total different feeling I have for these three individuals these are
for these three individuals these are
for these three individuals these are people I could never even have a
people I could never even have a
people I could never even have a relationship with without this
relationship with without this
relationship with without this technology these are people that I
technology these are people that I
technology these are people that I haven’t met more than once I feel
haven’t met more than once I feel
haven’t met more than once I feel enormous kinship towards them and the
enormous kinship towards them and the
enormous kinship towards them and the dude with the jet Jersey because
dude with the jet Jersey because
dude with the jet Jersey because because I’ve put in this sales work why
because I’ve put in this sales work why
because I’ve put in this sales work why do you go golfing with a client why do
do you go golfing with a client why do
do you go golfing with a client why do you eat a fucking steak with a client
you eat a fucking steak with a client
you eat a fucking steak with a client why didn’t go to networking events you
why didn’t go to networking events you
why didn’t go to networking events you do it to create context at scale you do
do it to create context at scale you do
do it to create context at scale you do it to create context the absolute closer
it to create context the absolute closer
it to create context the absolute closer and the enabler and the jabbing and the
and the enabler and the jabbing and the
and the enabler and the jabbing and the flirter and the essence of energy is
flirter and the essence of energy is
flirter and the essence of energy is context right if you know that girls you
context right if you know that girls you
context right if you know that girls you know boyfriend if you know their
know boyfriend if you know their
know boyfriend if you know their interest in the cardinal’s you have a
interest in the cardinal’s you have a
interest in the cardinal’s you have a leg up on the competition it’s why you
leg up on the competition it’s why you
leg up on the competition it’s why you spent time with your clients and the
spent time with your clients and the
spent time with your clients and the decision makers and the influencers of
decision makers and the influencers of
decision makers and the influencers of the decision makers because you are
the decision makers because you are
the decision makers because you are building context what technology today
building context what technology today
building context what technology today does and these five or six platforms
does and these five or six platforms
does and these five or six platforms that are the current state of social
that are the current state of social
that are the current state of social media do all at the fingertip of your
media do all at the fingertip of your
media do all at the fingertip of your phone when you’re going to take a piss
phone when you’re going to take a piss
phone when you’re going to take a piss we’re flying a Cleveland or whenever you
we’re flying a Cleveland or whenever you
we’re flying a Cleveland or whenever you want ultimately scalable you can do it
want ultimately scalable you can do it
want ultimately scalable you can do it anytime
anytime
anytime 6 p.m. 1 a.m. whenever you want however
6 p.m. 1 a.m. whenever you want however
6 p.m. 1 a.m. whenever you want however you roll you get up early you get up
you roll you get up early you get up
you roll you get up early you get up late you can hustle in these platforms
late you can hustle in these platforms
late you can hustle in these platforms and create context and the fact of the
and create context and the fact of the
and create context and the fact of the matter is in almost nobody does it
matter is in almost nobody does it
matter is in almost nobody does it nobody does it because they lack
nobody does it because they lack
nobody does it because they lack patience they should do you know how
patience they should do you know how
patience they should do you know how many of you in this room have a point of
many of you in this room have a point of
many of you in this room have a point of view on what Facebook or LinkedIn or
view on what Facebook or LinkedIn or
view on what Facebook or LinkedIn or Twitter can do for your business and
Twitter can do for your business and
Twitter can do for your business and you’ve never used the fucking product
you’ve never used the fucking product
you’ve never used the fucking product it’s real thanks for that one clap I
it’s real thanks for that one clap I
it’s real thanks for that one clap I liked it
liked it
liked it and so we live in 2016 in a world where
and so we live in 2016 in a world where
and so we live in 2016 in a world where the majority of you when you live like a
the majority of you when you live like a
the majority of you when you live like a normal human being and don’t put on your
normal human being and don’t put on your
normal human being and don’t put on your sales outfit for the day would never
sales outfit for the day would never
sales outfit for the day would never convert on the actions that you take as
convert on the actions that you take as
convert on the actions that you take as a salesperson during the work day the
a salesperson during the work day the
a salesperson during the work day the amount of you that delete every fucking
amount of you that delete every fucking
amount of you that delete every fucking email that you get that is a bulk email
email that you get that is a bulk email
email that you get that is a bulk email the amount of you that will never answer
the amount of you that will never answer
the amount of you that will never answer that phone the amount of you that would
that phone the amount of you that would
that phone the amount of you that would net who here is super fired up to go
net who here is super fired up to go
net who here is super fired up to go home and go through their direct mail
home and go through their direct mail
home and go through their direct mail carefully and so I’m fascinated by the
carefully and so I’m fascinated by the
carefully and so I’m fascinated by the disconnect of who you are as a human
disconnect of who you are as a human
disconnect of who you are as a human being and how you act when it’s in your
being and how you act when it’s in your
being and how you act when it’s in your vested financial interest for another
vested financial interest for another
vested financial interest for another human being to act the way you want
human being to act the way you want
human being to act the way you want because it’s more convenient for you
because it’s more convenient for you
because it’s more convenient for you that is the arbitrage and that will
that is the arbitrage and that will
that is the arbitrage and that will always be the arbitrage forever so many
always be the arbitrage forever so many
always be the arbitrage forever so many of you have done business because of
of you have done business because of
of you have done business because of word-of-mouth right how many people here
word-of-mouth right how many people here
word-of-mouth right how many people here have landed more business because of
have landed more business because of
have landed more business because of word-of-mouth from a prior transaction
word-of-mouth from a prior transaction
word-of-mouth from a prior transaction raise your hands if you didn’t raise
raise your hands if you didn’t raise
raise your hands if you didn’t raise your hand you just don’t fucking
your hand you just don’t fucking
your hand you just don’t fucking understand or you’re lazy and that’s
understand or you’re lazy and that’s
understand or you’re lazy and that’s fucking interesting too
when I think about social media all I
when I think about social media all I think about it as is as the plumbing of
think about it as is as the plumbing of
think about it as is as the plumbing of word-of-mouth in our society I’m
word-of-mouth in our society I’m
word-of-mouth in our society I’m fascinated by how much business I do
fascinated by how much business I do
fascinated by how much business I do with somebody after I actually sell them
with somebody after I actually sell them
with somebody after I actually sell them and what I do with them to create that
and what I do with them to create that
and what I do with them to create that word-of-mouth versus what I did to get
word-of-mouth versus what I did to get
word-of-mouth versus what I did to get them in the first place the enormous
them in the first place the enormous
them in the first place the enormous amount of energy that we all deploy as
amount of energy that we all deploy as
amount of energy that we all deploy as salespeople to get the business versus
salespeople to get the business versus
salespeople to get the business versus what we do with that business even if
what we do with that business even if
what we do with that business even if it’s handed off to an account person if
it’s handed off to an account person if
it’s handed off to an account person if you were that point of reference your
you were that point of reference your
you were that point of reference your ability to stay in that ecosystem and
ability to stay in that ecosystem and
ability to stay in that ecosystem and bring value is incredible and again I
bring value is incredible and again I
bring value is incredible and again I implore you to understand the value of
implore you to understand the value of
implore you to understand the value of public data let me give you a b2c
public data let me give you a b2c
public data let me give you a b2c scenario but you can deploy this in your
scenario but you can deploy this in your
scenario but you can deploy this in your old-world wine library before Thank You
old-world wine library before Thank You
old-world wine library before Thank You economy I wanted an example for my
economy I wanted an example for my
economy I wanted an example for my keynotes about how I was doing the Thank
keynotes about how I was doing the Thank
keynotes about how I was doing the Thank You economy so it was very passionate
You economy so it was very passionate
You economy so it was very passionate about having somebody buy something on
about having somebody buy something on
about having somebody buy something on wine library that was inexpensive and
wine library that was inexpensive and
wine library that was inexpensive and then overwhelming them with a gift
then overwhelming them with a gift
then overwhelming them with a gift based on their big data I love sports so
based on their big data I love sports so
based on their big data I love sports so no question this is another sports story
no question this is another sports story
no question this is another sports story guy buys a case of Pinot Grigio for a
guy buys a case of Pinot Grigio for a
guy buys a case of Pinot Grigio for a hundred eleven dollars we made 17 bucks
hundred eleven dollars we made 17 bucks
hundred eleven dollars we made 17 bucks and profit on the case
and profit on the case
and profit on the case we had to find people with unusual names
we had to find people with unusual names
we had to find people with unusual names because we had to find them on Twitter
because we had to find them on Twitter
because we had to find them on Twitter and this was still 2011 so finally we
and this was still 2011 so finally we
and this was still 2011 so finally we found one they were having a tough time
found one they were having a tough time
found one they were having a tough time finding people on Twitter that were
finding people on Twitter that were
finding people on Twitter that were buying wine for the first time I wanted
buying wine for the first time I wanted
buying wine for the first time I wanted a first time customer guy buys a case of
a first time customer guy buys a case of
a first time customer guy buys a case of Pinot Grigio in Chicago we made 11 bucks
Pinot Grigio in Chicago we made 11 bucks
Pinot Grigio in Chicago we made 11 bucks they find him he has an unusual name
they find him he has an unusual name
they find him he has an unusual name like Vaynerchuk you know we find him
like Vaynerchuk you know we find him
like Vaynerchuk you know we find him it’s definitely him and we look and we
it’s definitely him and we look and we
it’s definitely him and we look and we find his Twitter his whole Twitter
find his Twitter his whole Twitter
find his Twitter his whole Twitter stream is about Jay Cutler the
stream is about Jay Cutler the
stream is about Jay Cutler the quarterback of the Chicago Bears just
quarterback of the Chicago Bears just
quarterback of the Chicago Bears just tons of Jay Cutler I love you Jay Cutler
tons of Jay Cutler I love you Jay Cutler
tons of Jay Cutler I love you Jay Cutler there’s another great I tell the Thank
there’s another great I tell the Thank
there’s another great I tell the Thank You Department which is something we
You Department which is something we
You Department which is something we have at Wine Library which is not
have at Wine Library which is not
have at Wine Library which is not customer service its offense customer
customer service its offense customer
customer service its offense customer services defense but thank you
services defense but thank you
services defense but thank you Department kicks in and we go and buy
Department kicks in and we go and buy
Department kicks in and we go and buy him a $350 Jersey signed by Jay Cutler
him a $350 Jersey signed by Jay Cutler
him a $350 Jersey signed by Jay Cutler and we send it in roi negative on that
and we send it in roi negative on that
and we send it in roi negative on that transaction I think we can all agree
transaction I think we can all agree
transaction I think we can all agree and so now I’m pumped we finally found
and so now I’m pumped we finally found
and so now I’m pumped we finally found somebody we sent it I’m you know my
somebody we sent it I’m you know my
somebody we sent it I’m you know my keynotes are coming up I’m gonna have a
keynotes are coming up I’m gonna have a
keynotes are coming up I’m gonna have a great case studies gonna buy a lot of
great case studies gonna buy a lot of
great case studies gonna buy a lot of wine he’s gonna do something it’s gonna
wine he’s gonna do something it’s gonna
wine he’s gonna do something it’s gonna be unbelievable I can’t wait to tell all
be unbelievable I can’t wait to tell all
be unbelievable I can’t wait to tell all of you three weeks go by motherfucker
of you three weeks go by motherfucker
of you three weeks go by motherfucker didn’t get back to us so I’m like what
didn’t get back to us so I’m like what
didn’t get back to us so I’m like what the fuck
the fuck
the fuck I’m grateful asshole
so nothing I’m like calling four times
so nothing I’m like calling four times today I’m like you sure like I know it’s
today I’m like you sure like I know it’s
today I’m like you sure like I know it’s in spam like get the IT department I’m
in spam like get the IT department I’m
in spam like get the IT department I’m like this is impossible nothing I’m
like this is impossible nothing I’m
like this is impossible nothing I’m boarding a plane to Orlando I get a
boarding a plane to Orlando I get a
boarding a plane to Orlando I get a phone call Gary like yeah they’re like
phone call Gary like yeah they’re like
phone call Gary like yeah they’re like we got something I’m like finally I’m
we got something I’m like finally I’m
we got something I’m like finally I’m like what did he do better look okay
like what did he do better look okay
like what did he do better look okay better they’re like listen to this I’m
better they’re like listen to this I’m
better they’re like listen to this I’m like okay we just got an order from
like okay we just got an order from
like okay we just got an order from Plano Texas I’m like okay for $6,000
Plano Texas I’m like okay for $6,000
Plano Texas I’m like okay for $6,000 worth of red burgundy I’m like great now
worth of red burgundy I’m like great now
worth of red burgundy I’m like great now that’s great but wait to hear the note
that’s great but wait to hear the note
that’s great but wait to hear the note in the order like cool dear Wine Library
in the order like cool dear Wine Library
in the order like cool dear Wine Library first of all what a great red burgundy
first of all what a great red burgundy
first of all what a great red burgundy selection you have make sure you don’t
selection you have make sure you don’t
selection you have make sure you don’t ship this it’s hot here hold it for a
ship this it’s hot here hold it for a
ship this it’s hot here hold it for a while
while
while ship it when it’s cooler next PS you
ship it when it’s cooler next PS you
ship it when it’s cooler next PS you sent my friend John a Bears Jersey the
sent my friend John a Bears Jersey the
sent my friend John a Bears Jersey the other day when he bought some wine from
other day when he bought some wine from
other day when he bought some wine from you PSS I’m a huge Bruce Springsteen fan
you PSS I’m a huge Bruce Springsteen fan
you PSS I’m a huge Bruce Springsteen fan [Applause]
for very little money
for very little money and for a solid amount of effort you
and for a solid amount of effort you
and for a solid amount of effort you could go home from this conference and
could go home from this conference and
could go home from this conference and go through your entire rolodex of
go through your entire rolodex of
go through your entire rolodex of everybody that you sold something to in
everybody that you sold something to in
everybody that you sold something to in the last year go on social media look at
the last year go on social media look at
the last year go on social media look at their data and do something that shows
their data and do something that shows
their data and do something that shows effort let me tell you what’s not effort
effort let me tell you what’s not effort
effort let me tell you what’s not effort the at scale handwritten note that
the at scale handwritten note that
the at scale handwritten note that wasn’t handwritten it was just a tactic
wasn’t handwritten it was just a tactic
wasn’t handwritten it was just a tactic to fake effort what about actual effort
to fake effort what about actual effort
to fake effort what about actual effort what about actually sending me something
what about actually sending me something
what about actually sending me something about the Jets or root beer or Lionel
about the Jets or root beer or Lionel
about the Jets or root beer or Lionel Richie because it’s very easy to figure
Richie because it’s very easy to figure
Richie because it’s very easy to figure out I like those three things what
out I like those three things what
out I like those three things what people are under estimating is the
people are under estimating is the
people are under estimating is the word-of-mouth ecosystem that we actually
word-of-mouth ecosystem that we actually
word-of-mouth ecosystem that we actually live in because this thing has changed
live in because this thing has changed
live in because this thing has changed our behavior I don’t know if you’ve
our behavior I don’t know if you’ve
our behavior I don’t know if you’ve noticed but we now have all defaulted
noticed but we now have all defaulted
noticed but we now have all defaulted into this amazing notion that we should
into this amazing notion that we should
into this amazing notion that we should tell the world everything about
tell the world everything about
tell the world everything about everything always about all everything
everything always about all everything
everything always about all everything it’s what we do for some reason
it’s what we do for some reason
it’s what we do for some reason everybody needs to know our two cents on
everybody needs to know our two cents on
everybody needs to know our two cents on the game last night on where the world’s
the game last night on where the world’s
the game last night on where the world’s going this is what we do we share now
going this is what we do we share now
going this is what we do we share now you may not like it it’s the reality of
you may not like it it’s the reality of
you may not like it it’s the reality of the marketplace and one thing that
the marketplace and one thing that
the marketplace and one thing that people share more than anything is when
people share more than anything is when
people share more than anything is when they are caught off guard or that they
they are caught off guard or that they
they are caught off guard or that they can feel that somebody gave them more
can feel that somebody gave them more
can feel that somebody gave them more effort than the market my belief is that
effort than the market my belief is that
effort than the market my belief is that the greatest version of a person in the
the greatest version of a person in the
the greatest version of a person in the world is a purebred salesperson let me
world is a purebred salesperson let me
world is a purebred salesperson let me tell you why my definition
tell you why my definition
tell you why my definition one man’s definition of a purebred
one man’s definition of a purebred
one man’s definition of a purebred salesperson is one that is obsessed with
salesperson is one that is obsessed with
salesperson is one that is obsessed with providing more value to the other person
providing more value to the other person
providing more value to the other person than they ask for in return when you
than they ask for in return when you
than they ask for in return when you make that mental shift and more
make that mental shift and more
make that mental shift and more importantly when your actions start
importantly when your actions start
importantly when your actions start speaking that things start to massively
speaking that things start to massively
speaking that things start to massively unlock I have built both by very large
unlock I have built both by very large
unlock I have built both by very large businesses on one backbone which is I
businesses on one backbone which is I
businesses on one backbone which is I want to know what this person’s gonna
want to know what this person’s gonna
want to know what this person’s gonna say at my funeral
say at my funeral
say at my funeral I have no interest in selling in
I have no interest in selling in
I have no interest in selling in something I don’t believe I know for a
something I don’t believe I know for a
something I don’t believe I know for a fact that there is a staggering
fact that there is a staggering
fact that there is a staggering percentage of people here as they become
percentage of people here as they become
percentage of people here as they become educated in the market they sell in that
educated in the market they sell in that
educated in the market they sell in that they actually do not believe that their
they actually do not believe that their
they actually do not believe that their product is the best I could not function
product is the best I could not function
product is the best I could not function in that environment I’m not judging you
in that environment I’m not judging you
in that environment I’m not judging you we all have our different paths and
we all have our different paths and
we all have our different paths and different things loans mortgages respect
different things loans mortgages respect
different things loans mortgages respect not trying to go there but I would tell
not trying to go there but I would tell
not trying to go there but I would tell you that when you fully believe in what
you that when you fully believe in what
you that when you fully believe in what you sell through and through it gets a
you sell through and through it gets a
you sell through and through it gets a hell of a lot easier when you actually
hell of a lot easier when you actually
hell of a lot easier when you actually give a fuck about the other person more
give a fuck about the other person more
give a fuck about the other person more than you it gets triple easy it gets
than you it gets triple easy it gets
than you it gets triple easy it gets triple easy my friends and so I implore
triple easy my friends and so I implore
triple easy my friends and so I implore all of you to understand that we are
all of you to understand that we are
all of you to understand that we are living through a marketplace now where
living through a marketplace now where
living through a marketplace now where our consumers have more information than
our consumers have more information than
our consumers have more information than ever you’re not going to win a deal on
ever you’re not going to win a deal on
ever you’re not going to win a deal on inefficiency of information of our
inefficiency of information of our
inefficiency of information of our consumer and so I implore you to start
consumer and so I implore you to start
consumer and so I implore you to start producing two things one leading with
producing two things one leading with
producing two things one leading with the heart and reverse engineering what
the heart and reverse engineering what
the heart and reverse engineering what your end consumer whether they bought
your end consumer whether they bought
your end consumer whether they bought from you or their your prospect what
from you or their your prospect what
from you or their your prospect what makes them tick above and beyond being
makes them tick above and beyond being
makes them tick above and beyond being the decision maker of your fucking
the decision maker of your fucking
the decision maker of your fucking product and number two start thinking
product and number two start thinking
product and number two start thinking about the people you’ve sold to after
about the people you’ve sold to after
about the people you’ve sold to after you’ve sold to them and understand what
you’ve sold to them and understand what
you’ve sold to them and understand what they can mean to your business by you
they can mean to your business by you
they can mean to your business by you actually caring about them as well
actually caring about them as well
actually caring about them as well because they’re still valuable to you
because they’re still valuable to you
because they’re still valuable to you even though you hooked up got it
”
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