Business Innovators Radio - Showtime! How Sales and Marketing Mimic Political Theatrics and Religious Storytelling

Episode Date: September 17, 2024

Welcome to another riveting episode of “Sales Mavericks & Marketing Rebels,” where hosts Nicholas Loise and Marco Salinas dive deep into the art of sales and marketing. In this episode, titled “Showtime! How Sales and Marketing Mimic Political Theatrics and Religious Storytelling,” we explore the fascinating intersections between sales, marketing, and other realms like politics, religion, and sports.Introduction:Nicholas and Marco come right out of the gate, discussing Marco’s Texas Rangers gear, bringing a casual and relatable start to the episode. Marco’s passion for baseball sets the stage for a broader conversation about the influence of performance and emotion in various sectors.Episode Focus:The hosts jump into the crux of the episode by discussing how effective sales and marketing are akin to putting on a show. They draw inspiration from the recent Democratic and Republican conventions, highlighting the crucial lessons business owners can learn from them without diving into political biases.Core Sales and Marketing Insights:Listeners will find valuable insights into how emotional connections can be harnessed in sales, much like the methods used by pastors or politicians. Joel Osteen and his masterful use of storytelling and community-building platforms are lauded as prime examples. The idea of portraying a “hero versus enemy” narrative is underscored as a powerful tool in both religious and political messaging.Sports Narratives and Cultural Branding:The conversation extends to sports, specifically minor league baseball, where creative branding like the “flying chancla” connects deeply with local communities. Sports are highlighted as fertile ground for marketing lessons, with parallels drawn between sports heroes and villains and how this dynamic strengthens fan engagement and loyalty.Sales Choreography and Sales Playbooks:Marco and Nicholas delve into the concept of sales choreography, emphasizing the theatrical elements of an effective sales process. They discuss creating tailored sales strategies and the importance of maintaining a systematic sales playbook.Call to Action and Closing:Nicholas stresses the importance of podcasts for community building and business development. Marco wraps it up by inviting listeners to subscribe, share, and leave reviews, teasing exciting upcoming guests like Ben Glass.Listen in as Nicholas and Marco unpack the theatrical elements of sales and marketing, offering actionable insights and a few chuckles. Don’t miss out on this episode of “Sales Mavericks & Marketing Rebels”!Show Sponsors:The Sales Performance Team, founded by Nicholas Loise, is dedicated to helping small businesses and entrepreneurs excel in their sales endeavors. They offer an array of services including sales playbook creation, sales team management, and outsourced sales support. Their primary focus is on improving sales processes and systems to drive performance and results. By leveraging their expertise, they equip businesses with the necessary tools and strategies to enhance their sales operations and achieve sustained growth.https://salesperformanceteam.com/Pina Colada Media is a full-service Podcast media agency dedicated to empowering business owners with top-notch podcasting services. Marco Salinas, the mastermind behind Pina Colada Media, runs his team with precision and creativity to help you reach your marketing goals. From creating dynamic sales pitches to helping businesses harness the power of podcasting, Pina Colada Media stands out by creating compelling content that engages and converts. Their expertise extends beyond tech industries, with a strong affinity for aiding thought leaders, entrepreneurs, and non-tech businesses in amplifying their voice through tailored marketing strategies.The secret behind Pina Colada Media’s stellar success lies in its unique approach, aptly named the “Pina Colada Principle.” This principle emphasizes nurturing existing clients and repurposing podcast content for emails and newsletters, creating a cohesive and continuous engagement strategy. If you’re an entrepreneur looking to elevate your marketing game, Pina Colada Media is your go-to partner to navigate the ever-evolving digital landscape. Visit their website today to learn how they can help you make waves in your industry.https://www.pinacoladamedia.com/Sales Mavericks and Marketing Rebelshttps://businessinnovatorsradio.com/sales-mavericks-and-marketing-rebels/Source: https://businessinnovatorsradio.com/showtime-how-sales-and-marketing-mimic-political-theatrics-and-religious-storytelling

Welcome to sales mavericks and marketing rebels. The show where bold business owners, savvy entrepreneurs, and sharp thought leaders push boundaries, challenge conventions, and redefine success in sales and marketing. And now your hosts, Nicholas Luisi and Marco Salinas. Hi there, it's Nicholas Luisi with my partner in crime, Marco, and we are going to be talking all things, sales and marketing. and this is the episode you've been waiting for of sales mavericks and marketing rebels. Marco, you are sporting the Texas Rangers. I am digging it.

We're in the middle of baseball. What brings, is it like just to give good luck? Are you going to the game after this? What's going on on that? This is really for me, Nick, it's all about my love of Texas. I'm just, you know, I love Texas and the Rangers represent my state in such a great way. I'm always sporting Texas Rangers gear because I do love baseball. I love that baseball is just one of those old school nod to America type sports,

you know, but then there's that Texas aspect that I really love as well. So I got to sport it, you know, got to represent. You got to love it. You got to wear the colors. Now, you know, you're in Texas too, and it's coming up to fall. And so, you know, football Friday Night Lights is kind of your jam there. Are you a football fan also? I'm not as big of a football fan.

I used to be a huge sports fan in general back in the 90s. I call that the glory days. Things were just, you know, things were so normal and we just enjoyed sports and it was escaped from all the BS. But, you know, I just feel like there's too much crap that got in there. I don't pay as much attention to it. And that's why I stick with baseball more because baseball's been better about removing a lot of that stuff.

And specifically the Rangers, man, they've done a good job of just saying, hey, we're here for sports. We're here for baseball. People want to enjoy the game. We don't need any of that other crap. And so I kind of, I've gotten a little more laser focus on baseball lately. All right. I love it.

I love it. Well, you know, baseball is a show, right? And it's about giving the fans what they want. And in this episode, we're going to be talking about putting on a show. We're on the heels of the Democratic convention. And the week before, two weeks before, we had the Republican convention. Both of them are sales. and marketing gems.

You could just learn so much from both of them. So we're going to kind of piece them apart. This is unscripted. This is raw. We're not going to get political. We don't want people putting comments in. You know, we're, we want to sell stuff and we want to market stuff. And that's what we're going to learn from them.

So, but before we get into it, I'm going to give a quick shout out to our partner and our sponsor, which is peanut collada media. Listen, folks, if you have a podcast or thinking about a podcast in every business, owners should have a podcast. Every thought leader should have a podcast. Gosh darn it, everybody should have a podcast. Look no further than Pinacolada Media to be your partner in creating that. Benicolada Media is the sponsor of this show, as well as all the good work that we do is done by them. We look great. We sound great. He adds hair. He makes me look like George Clooney. He is the master at doing it. So Marco is the owner of Pinacolada Media, full transparency, but they are the go-to,

media specialist for all things podcast. And if you want to do it, just check them out online at pina clawda media.com. Once again, folks, that's pinaclotidimedia.com. All right, we paid the bills. We're going to talk about all important things, which is, what do you think, you know, from a marketing perspective, Marco, and from a communications perspective and from a sales perspective, because they're selling. I don't care what anybody says, they're selling.

What's your observations from, from, from, the last two conventions that we've seen. Oh my gosh. Nick, where do I even start, man? I mean, there's there's just so much to talk about with both sides. And again, it's really interesting because regardless of where you are on the political spectrum, you should be able to pull out some really important gems from both of these conventions, right? Each one of them, really in so many ways, some better than others are complete masters. They're absolute masters at selling their product and pitching and selling their service and their product, right?

And they do it in a way which, you know, and that's why I'm really excited about this episode because a lot of this stuff encompasses the things that Dan has been preaching about for, you know, from the very beginning, right? And it's funny how these basic core principles of sales and marketing very much apply to these other very important aspects of life, such as politics as well. Now, I'm going to throw a little curveball at you, Nick, and say that one of the things that I've noticed is these same principles you see as well under a semi-similar category, which is, believe it or

not, faith and religion. And so when you've got pastors and things like that, they're using a lot of these same tools. But what's interesting is I see a lot of them pulling from the emotional connections that you might get from a pastor in the church. And they're applying a lot of that stuff now to the political game. And so when they're going up there, you know what I mean? Let me let me let you respond to that. What are your thoughts on that? Well, I think you're spot on, right? I think as a marketer has that if you're an info marketer especially, right? If you're a marketer, politics aside, religion aside, you should be watching these things.

Right. I think you can learn. Listen, the best marketer out there is, um, is the gentleman that is on. And if you get on their mailing list, they are, they are, they are just hitting you over and over and over and over and over again. Uh, he's in Texas, right? Uh, his name is, uh, what's is Joel Olsteen. Joel Olsting is the best marketer out there.

He's buying TV slots. They're running it on three or four stations in Chicago. My guess is they're in everything. He's got a book out. I think he's got a book out at least once a month, if not once a quarter. They are pushing a book. He's got info products. He's doing live events.

He's obviously he's doing Facebook lives from his church. He's, you know, he is a marketing genius. their emails are great. You should get on their email list. Watch how they sell. Get on their Facebook group. Watch how they sell. And, you know, 30 minutes.

He's in and out. It's not like, hey, listen, I grew up in the Catholic Church. You go on Sunday. You're there until Tuesday, right? This guy is in and out in 30 minutes. He's got an uplifting message. It's all positive. It's the same thing, right?

Starts out with a funny anecdote or a story, right? Usually teases his brother. Then he gets into, here is today's word. Then he gives a sermon. Then they go to close where they're going to ask for money or ask for donations. Then he has, he's got a partnership with a local church and say, get yourself into a Bible-based church. Right. Here's our local partner.

So in Chicago, in the suburbs, there's his partner. So he does everything right from a marketing perspective. So I agree with you. And if you look at what I think the two parties were. doing. And you were spot on, Marco, when you said, they are selling, right? They're selling you to buy their product and their product is their way of life, they're thinking, whatever it is, but most importantly, they're Camden. So here's something that I just kind of quickly wrote down that I think it ties back into our great friend and mentor, Dan Kennedy, right? So they're building

a community, right? There's a community, much like how the church is a community, right? And that's what they're selling. They are selling community. They use stories better than anything I've ever seen. If you saw last night with Oprah, I mean, she was the master at telling a story. Through your public sign, they tell stories. They use a lot of different types of speakers, right? So it's not just one.

Right. So they're throwing a wide net. And you've got male, you've got female, you've got young, you've got old, you've got beautiful like you. and you've got old like me, right? You've got everything out there, and they're putting them all up on stage. Right. They're tying it all through.

So there's a theme. I thought the Republicans did a great job, but theme of a day, right? Every day had a different theme, and every speaker focused on that theme. So it's much like an event that we would do at GKC or anybody who does an event. It's the theme of the day, right?

That's right. That's right. Stagecraft, oh my gosh. The stagecraft, for both of them has been phenomenal. at the end, the Republican one, I haven't seen the end of the, obviously, the Democratic, because we're filming and still going on, but that stagecraft for Trump was phenomenal, how he came out. And, you know, that stagecraft was phenomenal.

It's a form of theater, Nick. It's a world of theater. You're spot on, which is what marketing is, an event marketing is. But I also think it got every part of your senses, right? You could see it, you could hear it, you could feel it. You could probably smell it coming through with the smoke and all that. So they did a great job on that. Their branding is both parties.

Branding is on par. Messaging is on par. But I said in the beginning, I'm going to say it again because we don't do enough of this. And I was just working with one of the sales teams that I work with and talk about the power of stories. Yeah. One thing that we've learned from Dan and all the great marketers is stories sell. That's right. You've got to use your story.

And it goes back to Joel Olstein and the church that we were talking about is the use of a story. story. Well, one is they're quoting the best story out there, right? And if you think about Jesus, he told stories or parables to do his teaching, right? So it's the importance, importance of storytelling to tell into the emotions, right? Because how do you sell? You sell with stories and you sell with emotion, right? That's exactly. Everything else doesn't matter. And so how, so that's my quick list. What are your thoughts? I know, you know, you, you get thoughts too. And we, I love that. Yeah, let me throw in a couple of other things to, you know, further reiterate what you're saying. First and foremost, the storytelling thing, right? At the time of Jesus, the majority, just about everybody was illiterate, right?

So how do you make people remember what your, you know, your point that you're trying to make? You make that in a story. And so if you don't think that that is still just as effective 2,000 years later with people who are literate, then you're an idiot. point in you know just plain and simple right the storytelling resonates with people no matter who they are no matter how intelligent they are whether they can read or they can't read advanced degrees no degrees storytelling is a universal thing that that everybody can connect to and so it works the other aspect of that too that dan would preach a lot about was this whole idea of hero versus enemy, right? And I think obviously

with the religious side of things, it's pretty crystal clear who the enemy is, right? I mean, Jesus drew that line in the sand, and all, at least the Christian pastors make it crystal clear that, you know, Jesus is good, devil is bad, and that's kind of the ongoing conversation. Well,

look at what the politicians have done. They've also done a good job of vilifying the other side. Right? My candidate is the hero who's come to save the day. And some of them are a little bit more up front about it than others, but they're like, the other people are really truly the bad guy. Those are the people that want to destroy you.

Those are the people that want to, you know, hinder your progress, which is interesting because they're both saying the exact same thing, right? They're just, you know, their message is just a little bit different. So maybe you can kind of, you know, give me some feedback based on your thoughts on that whole hero versus enemy thing. Because that plays out in every story just about. So that's spot on. I didn't even think about that, right? And you think about, you know, there's only three stories, right?

The hero comes to town or a stranger comes to town and he ends up being the hero, right? You know, boy meets girl, boy loses girl, boy finds girl, right? So there are only a handful of stories, but you hit on probably the biggest one, which is good versus evil. And I, you know, that's really, really, really smart. And if you think about it, the greatest companies and the greatest marketers, they're all forced. something and they're all against something, right? And it might be Apple, right, which was creativity and being different and avant-garde and it was against Microsoft, right? Or, you know, McDonald's versus Burger King or Coke versus Pepsi, right? So we're all for something and we want to tie

some emotion to our brand. Whatever that brand is, if you think about the world of GKCA, which we both grew up in, it was small business. have to be out there hustling and marketing and doing better. And we fight every day against big, dumb corporations, right? And we don't have money and we don't have the marketing ability to invest in them. So we got to be really, really, really, really good at what we do. And we got to be super, super on message. So it's good versus evil, right?

And I think that's important, right? And we want our audiences and we want our prospects to realize who we are for and who we're against. and we want to invite them on this journey, right? On this journey of good versus evil, let me help you. So that's a great catch. I didn't even think about that, but certainly they're both doing it, but certainly also the pastors are doing it much better than, you know, than anybody because they have, you know, the best book in the world behind them.

But, you know, listen, the, don't you see that, though, too, if you think about wrestling, right? They had the heel, right? And they had the winner, right? And I think it goes back to we started talking about sports. We started talking about baseball, right? There's been, you know, like everybody hates the Yankees a little bit, right? You know, but they have the clean cut image, right?

They have a, you know, they have a certain brand appeal. And I think you, you know, like, listen, in Chicago, where I'm filming this from, and you're in Texas, you got Chicago, Cubs fans or socks fans, right? Right. Sox fans have an edge to the. them and they're the south siders and they're scrappy and winning ugly right and the cub fans are everybody that's a big party and the joke is nobody was really watching baseball they're all they're sunning and they're all beautiful people and they're all having you know just a fun time that's

right and so if you think about sports i think you know it goes back to the beginning days right it was our national pastime is baseball and it was escapism but there's always been heroes and there's always been you know yes i don't want to say devils but there's always always been the bad guy, right? If you think about in the beginning, the arch nemesis. Right. There's been a nemesis. Or do we, we hated teams because they're against our home team. That's right. You know, so I think the best teams, i.e. brands, manufacture some level of a story. I grew up, you know, playing, playing ball. And, you know, my formative years were the 70s, which was the big red machine, right? And that was a great baseball story with Johnny Benjamin. Pete Rose and Joe Morgan and all these other guys.

And not, you know, there wasn't my team, but it became my team, right? And they had that movement and it was the big red machine. If you think about football, the Dallas Cowboys in the 70s, 80s and probably even the 90s were America's team, right? That's right. They captured that story and had that or Roger Stalback, you know, and just that entire team. And so we have that and we have that energy, right, to kind of bring us through. True. So, you know, we're, if you want to, let's, let's put a bow on this and then we'll get to talk some other things, marketing.

But sure. So the fourth thing I think is have a story, right? Yes. And have good versus evil. Yep. Tie it to emotion, right? Tie it to emotion. I think the bigger thing that most businesses don't, but those that do is build a community. Build a community of like, mind, individuals that you should. you and celebrate them in your community and tell their stories, has your story in your marketing, right? Because we all want to be part of a community. Exactly. I think, listen, it's sometimes in the direct response world that's a bad word, but branding is crazy important. It is. It is. Bringing on message all the time and use your emotion. Yes. But I think the other thing, Two, as a great student of marketing, is watch, focus on what they're selling and learn, right? So don't just get caught up, either cheering or yelling at the TV because it's not your political party of choice or baseball team or whatever.

But look at what they're selling. And I'm going to move off the politics and go back to sports because we started talking about baseball when you know we first did the introduction and introduced us and talked about peanut clotted media our great sponsor but the other thing if you think about and i had an opportunity to see him speak and talk about it the minor league baseball i think is one of the best experiences out there right and there's the bill veck right who is um you know mike veck is his son and owns like 15 different baseball teams and then there's the hottest team out there which I think is called the banana splits, right, or the yellow, the, um,

they, and then what they do is they realize everybody was leaving them after like five endings in or four and zins in. So they, they, they create an experience outright. Right. If you just Google them real fast, you'll see. Um, but it's really all about, you know, the Democratic convention, Republican convention, the church, the big church. Yes.

Sporting events is all about a community, right? That's right. You know, at sporting events, we wear our team's colors. You're sporting the Texas Rangers. And if I was walking up to a game, I'd see everybody branding themselves. And that's something that you want to do. And if you look at the conventions, they're really on message. They're really branding, right?

In the Republic ones, everybody had hats on, you know, Texas hats and all these different things. And now I really think that they're doing a great job on the Democratic side, kind of co-opting some of these things. the camouflage hat and the flannel shirts. And so you're on message completely. Yeah. So you can learn a lot. Okay.

Can I add a couple things to that, Nick? 100 things. Go ahead. So, yeah, no, you brought up so many great points there that you were just kind of sparking all these things in my mind, but it all intertwines. Now, I'm going to touch on your minor league baseball thing. And I'll tell you something very interesting. And the town that I live in, we're in central to south Texas, right?

Not too far from the border from Mexico. So obviously, a predominantly Hispanic, Mexican-American. You know, a lot of us call ourselves Texicans around here, you know, because we've got that kind of mixture of both cultures. But I really thought it was smart. The minor league baseball team was really, really smart. Whoever was in charge of that marketing obviously was very talented because they decided to rename the team here.

here the flying chanclas now okay let me tell you about that story okay so a chancla is like a you know like a slide you know the old the old basic shoes that you just slide on and in the Hispanic in the Hispanic culture everybody wears those especially the old moms or the old grandmas wear the little sandals the chanclas right but one thing that's always just kind of underlying joke for our culture is that when you got out of line and your behavior was bad as a kid typically grandma would take her chancla off and she would spank you with it, right? It was, it was,

or she would actually sometimes just flat out throw it across the room, right? I would, I would, I would venture to bet, Nick, that it's probably similar in the Italian community as well. Wooden spoons. Yeah,

you got hit with a wooden spoon. You got a wooden spoon. My mom broke who she was four, seven, maybe 70 pounds. And my brother and I were my football, football, but she would just break wooden spoons over us.

So I know exactly what you're talking about. So every culture has its own version of it. You know what I mean? Yeah. But that's what these guys did. So they literally named the entire minor league baseball team after the culture. And so that's another marketing lesson in itself, right? Is how do you speak to the people in the audience that are around you?

In this case, it's a geographical thing, right? The baseball team, what's going to resonate with them? The majority of the Hispanics, a lot of the Hispanics are married to, you know, white people or blacks. And so there's a lot of intermingling of the races going on around here as well. And so even the non-Hispanics understand, you know, it's a really smart move to speak to those deep cultural. And especially if there's some humor involved, right?

You're probably going to get a better response. And so they have the little hats like this one, but it's got the flying chancel logo. People were buying up the gear for this stuff like crazy. Now, if they would just call themselves something, more basic, I don't think they would have done as well from a marketing perspective and from a branding, as you were saying, perspective. So being very thoughtful and considerate about these things really makes a big difference. It really does. So that was the first thing that I wanted to mention as far as the baseball thing. The other thing that I thought was so interesting, you mentioned wrestling. Oh, yeah. And I had, I had said that there's so much theater going on at the RNC and at the DNC. That's a huge part of what's happening with,

all politics in general. So it's interesting that you would tie it into something like wrestling because wrestling is entertainment. We all know it's fake. We all know it's theater. But it's still entertaining. And at the end of the day, there's a story involved.

So again, we kind of go back to these basic principles, right? And you know what? It is what it is. Politics is, in many ways, is fake like wrestling. Obviously,

there are some things very real about it. But not all, there's a lot of it as a facade, Nick. a lot of it really is feel good stuff for us it is it wants escapism right we want to escape we want to enjoy we want to cheer you know i was i was just reading an interview uh by bussey right the female i think her name is christina caroline bussey who owns the l a lakers right i didn't know she also owns women of wrestling right So she also owns a wrestling brand.

But if you think about Showtime, right, you think about that, you know, Gary Bussie knew when he was buying a team, he was getting out of the real estate business and getting into the entertainment business. And, you know, that's why they built Showtime and the Staples Theater and all of that. And so, you know, you want to capture people's attention. And that's the only, you know, the best way to do that is with entertainment and with the story. and with having it fun and excited. And I bet you if I went to your minor league baseball game, it's fun, right? Sure.

They're probably, in between every innings, they're doing something to keep you active, right? They want you going to buy stuff, you know, and they want you there for all nine-ennings, so they can sell you a beard of the seventh inning, at least here in Chicago, they stop at the seventh inning, right? And sell you pretzels and hot dogs and all that. And buy the gear.

And so, you know, listen, we're all marketing in sales and we're all cut from the same cloth of we got to move. We got to move tickets. We got to move peanuts. We got to move Coca-Cola. We got to move Budweiser or Moldella, right? Or and hot dogs and all the other stuff. And we got to move our candidates, right? We're selling you our candidates, whether we're Republican or Democratic or we're selling you at better life, i.e. church, right?

So we kind of hit three major cornerstones that. all use live events and marketing and sales to sell their product. Their product is peanuts, popcorn, crackerjack, a great experience, Coca-Cola, and tickets. Their product is vote for my guy or vote for my gal. That's their product. That's all they're selling. And we're right and we will help you and they're wrong and they won't help you. And I'm not picking sides.

Or finally, it's good versus evil, right? and come and share and be part of our community and listen and do good works and be a good person and give to your neighbor. That's right. Good versus evil, right? And they're all selling something. And to me, there's nobody better at selling things than the church, right? Either the Catholic Church or these mega churches, they are selling stuff.

And if you go and you look at them and get on their mailing list, they're all phenomenal direct responses. That's right. Both campaigns are great at direct response. They really are. They're great. Their direct mail is great. I've seen the Trump side's texts, I think, are better. They're great to get you to click, right?

But the DNC side is good, too. So they're great marketers. And they hit their email. And so they're doing everything. They're on social media. They're doing live events. They're emailing you. They're mailing you.

physical mail in your thing. So as a has a marketer, has a business owner, you have product to move. You got to think about how do I capture the attention? Because there's a lot of other people spending a lot of money capturing the attention. That's right. Folks, if you want to capture attention, if I might add, there's no better way to go ahead. Yeah. No, if I might add, they're also text messaging. Now the latest thing is you get time in text messages. Yeah. So it would be the same night as the DNC or the RNC, you'll get a text message saying, we need to put a stop to so and so. They are trying to do X, Y, Z, right? It's funny because I actually get messages from both sides.

And again, the overall message is exactly the same. And so- Change the name, right? Yeah. That's right. But they, you know, they're allowed to, there actually are some legalities there that allow them to just kind of cold text people without, you know, repercussions like that a business might have or what have you.

Only like kind of prior to the election, you know, during political. seasons. But I always stay enrolled in those things because, again, I want to read the, I want to see the marketing and sales aspect of these things. And so that's a new, that's a fairly new texting has been around for a while, but I feel like only in the last few years did I really start getting text messages from the candidates or from their super PACs and what have you. And they're super timely. They're just based on something that just happened. Trump is, is almost assassinated. I got a text message later that night saying they tried to kill. kill us and we need your donation, right?

Yeah. The other side has something similar. They're doing this. They're a threat to this. We need your donation. And that's the funny, the other funny thing about politics and religion is they're both asking for donations, right? They're not afraid to ask for money.

They're not afraid to ask money. But you know, the ironic thing is business owners are. Sometimes business owners are afraid to ask for money, right? They get stumble on the sales process of asking for, what their worth is. And if you look at them, they're like, send me $30, send me $50. So it's a small way to open up the wallet. And then once they get you, they're going to keep on getting you, get you get you. But they're not afraid to ask for the money. And sure. That's for sure. So we all right. Nick. Yeah. Now let me ask you a question. So you're, you're running sales performance

team. This is something that you guys do. You go deep on these things. So from your perspective, as the sales engineer, so to speak, helping these businesses craft and engineer their sales messages. A lot of what we talked about is what I would call sales choreography. You know, that's what I learned from Dan and from the Mayflower Maiden, I believe it's her name. Wonderful ladies,

three bellinoles, yeah. That's where I started kind of, that's where I started kind of understanding like, wow, you know, so businesses can actually create their own version of theater within their sales process. And it encompasses the storytelling, the good, the bad guy. The one thing that we hadn't mentioned yet was also just from the business perspective, making sure you're not trying to be everything to everyone, right?

That's also a big part of this message is who are you really targeting? And at the same time, Dan talks about it. Like, try to also be repulsive to the ones that you don't want to target, right? If you want people that have money, then be repulsive to the people that are broke. You know what I mean? If you want to help the little guy at the bottom, then make the best. that guy, the rich guy seemed like he's evil. That's the story of communism, by the way. And so, you know, all of those things are out there. And they've worked and it's phenomenal,

how effective. So you read this, this book by Carl Marx. I mean, it was, as much as I disagree with it, it was colossal in terms of how revolutionary the ideals were behind it, you know. And it was really about putting this person against this person. It was the ultimate version of being all in for one and completely repulsive to the other. So talk to me, Nick, about how you guys employ all of those strategies with sales performance team. Well, I think you hit on it, right? When you're kind of just saying it and the secret sauce is really the sales choreography, right? And we call that, you know, creating your sales playbook. And so it's really in essence taking a prospect based on who they are, right, based on their archetype. Are they a driver personality?

Are they an intrinsic personality? Who are they? How do they buy and taking them through a systemize, proven and repeatable sales process, right? And then teaching the team to do it over and over and over again. And what does your follow-up sound like? What does your messaging sound like? And we got to work with sales teams all over selling all different products, right? And my biggest pest peeve is some sell the same way to everybody.

And you shouldn't do that, right? you got to sell differently. One is your super fans get sold too differently. New prospects get sold too differently. Different personality types get sold too differently. And the untrained, unseason rep doesn't know that. So you as the business owner have to do that. So it's really orchestrating the sales process, the conversion or closing process, right?

So the beginning process, the middle process and the end process where you now are upselling them or cross-selling them or following up. didn't get the sale, right? So you got to do all of that. And you have to think about it in totality, but you got to think about it individually, right? And what does that look like? And then we help create that process for companies. And then we help implement it and we help manage it, right? Because you can't set it and forget it. I wish you could, but you can't set it and forget it. Because it wasn't like anybody just created these events and put them on paper and just said, okay, have it. You guys go talk. I'm going on vacation. There's somebody there has as the director of this thing, managing it every step of the way, right?

Whether you're at either one of these conventions, there is somebody managing everything. And as a business owner, sometimes they don't have time for that, so they hire us to do that. And I really appreciate that question because that's a great question. It's a really thoughtful question of saying, how do you do it? And it's really sales choreography. It is really breaking down each step of the sales process. And that's hard work and it's boring work and it's just miserable work. But we love it and we do it.

And then, you know, once now you've got a playbook. And then what you also have done is you've created a sales process. So when you go to sell your company, you're going to have a higher sale price because of the fact that your competitors don't do this. Your competition doesn't do this. Other businesses for sale don't do that. And so you want to, you leave nothing to chances. Dan says nothing good. happens by chance. Only bad things happen by chance, right? You've got to process everything and follow

up everything. And, you know, as a good direct response marketer, as a good marketer and a good salesperson, you just kind of create this. So thank you for that. Love that. Now, folks, you need a podcast. You need a podcast to position yourself. You need a podcast to grow. You need a podcast to go out and do business development by hiring, by bringing on as guests, your ideal clients or your customers to raise them up, create a community? How do you create a community? We talked about creating community. I think a podcast is one of the best ways to do it. There's nobody better at Pinacolada Media. There's nobody better doing it. Tell me a little bit about it, Marco. How do they find Pinacolada Media? Well, typically the website is the best thing, Pena Colada Media.com.

You can also find me on LinkedIn. And I just want to say a big part of who I've been focusing on lately, Nick, is businesses that typically don't have a podcast. That's kind of of what, I think that's slowly becoming our USP. We're looking for businesses and niches or industries that maybe don't normally have a podcast in that world. And so imagine how much louder your voices. Imagine how much more engaged your community would be. Imagine how much more effective you'd be at becoming the hero and then finding ways to

identify the enemy within your niche, right? All of the things that we talked about in today's episode, you're able to do if you combine that with a little bit of a podcast and community growth and a little bit of the sales performance team technique. So talk about putting a bow on. All right. Sales mavericks and marketing rubbles. This is another episode brought to you forth by Pinacolotti Media, your partner in creating your podcast. We had a ton of fun. Listen to us next time. I'm going to tease a couple guests, right? So we got some guests coming up. I know these first couple ones have been us kind of pontificating. Listen, what are the, I call them a renaissance.

man. One of the best guys out there in as a marketer, as a lawyer, as a man, as a husband, talking about spiritual or talking about church. It's great guy. Ben Glass, he's got a new book that he co-wrote with Dan Kennedy that is coming out. And so we are really, really excited to have him. We're going to have them out, I guess. He's doing the tour right now and he's got some things coming up. But in the month of September, he's going to be part of us. We've got some other guests that are going to be surprised guests. So we've got to maybe Mr. X coming. But yeah, look for us on all the great channels that you watch your podcast, YouTube.

You can find us on Apple. You can find us on Spotify. You can find us everywhere because Peanut Cloud Media does such a phenomenal job of getting us on everything. If you like us, please like us. If you got a comment, please send a comment to us. Let us know your feedback is important. If you have people that you want to talk about or want us to get as a guest, put that in there also. Once again, sailor.

sales mavericks and marketing rebels this is your community this is your show thank you for listening we look forward to next week take care thanks for tuning in to sales mavericks and marketing rebels if you enjoyed today's episode be sure to subscribe share and leave us a review keep pushing the limits in your business and remember the mavericks and rebels are always ahead of the game catch you next time