REAL AF with Andy Frisella - Caring Is Not a F*cking Buzzword, with Andy Frisella - MFCEO288

Episode Date: February 28, 2019

“You have to care about your customers.” If you’re in business, you hear it & say it all the time. But the reality is, deep down most people thinks it’s just a buzzword...a catchphrase entrepreneurs use to feel good about themselves. But I can tell you from building my business into 9-figures, it’s not a cheesy cliché...& you need to understand why it’s an essential key to dominating sales.      

I can stack them hundreds to the roof. I ain't stopping till they stack to the moon. Without me, my family wouldn't have food. Anybody go against me, gotta lose. What is up, guys? You're listening to the MFCEO Project. I'm Andy. I'm your host. And I am the motherfucking CEO. Guys, today is Thursday. That means Thursday Thunder. And I know we're coming a little bit late today, but that's all right because I am running a real company. This is an entrepreneurship podcast, but don't let that fool you. It's also a personal development podcast.

It's also a little bit of entertainment. Sometimes we think we're funny and clever. We're probably not. And that's probably why you listen. But if this is your first time listening, you're probably wondering, what is MFCEO? Well, that stands for motherfucking CEO, all right? And the goal of this podcast isn't to tout myself as the MFCEO. It's to help you become an MFCEO of your world. What does that even mean, right? What is an MFCEO of your world. What does that even mean, right? What is an MFCEO? Well,

first of all, let's take the root of the word, CEO, chief executive officer. What does that mean? It means you are in charge of your life. You are making the calls. You are calling the shots. You are doing what needs to be done and your decisions have a massive impact on the way that your life turns out. So it's basically taking ownership of your life. And where does the motherfucker come in? I don't like cursing. I don't like hearing those bad words. Well, the reason I like that word and I do like it is because first of all, I like bad words. Second of all, um, it's about coming through with some swagger. It's about coming through with some confidence about developing how to not just be in control, but be in control confidently with some swag and some energy and some attractive qualities

that other people look at and say, damn, that dude's got it together. and uh that's what this show's about guys now i don't charge i don't run ads uh and we've been able to do pretty well that way and the way that we've been able to do pretty well is by asking for a little fee and the little fee that we ask here at the mfceo project is this if you get value which you, I ask that you refer a friend. All right. And that's not one friend for the entire podcast. You know, that's one per episode. So like if you get value out of this episode, which you fucking will, I ask that you bring

me a friend. Okay. That's it. It's not any more complicated than that. Now, what I want to talk about today is extremely important. Right now in the business world, in social media world, in this business environment and culture, we have a lot of people out there talking about how important it is to care, how important it is to care. And we have also a lot of people out there

that are hearing this and thinking that it's some sort of buzzword, like it's popular to say that you care. And what got me really inspired to send this message to you all today was that there's a big conference going on right now and it's called Traffic and Conversion. It's in San Diego. It went on this week and I got numerous, numerous text messages about traffic and conversion and people are there and they're wanting to learn about marketing and how to acquire and how to automate nearly everything of the customer experience. And when I heard that, I just literally hung my fucking head in shame that people think that's actually possible because it isn't because you can't automate caring. Okay. This is the missing piece to most of your guys' business. And this is why most of you struggle in business.

It's because you are trying to automate the process of caring. You are looking at it like some sort of internet guru marketing wizard. You're saying, oh, I can bring in this program and I can create all these email lists and then I can market all these email lists and then I can mark it to the list and I could just send out this one message with this call to action and this story and you're trying to create this automated fucking system that will create some sort of lasting empire. Like I'm starting to see the, let's say, Facebook entrepreneur culture, which is, you know, Hey, I'm going to go out and create leads and I'm going to run Facebook ads and I'm going to sell this widget.

I'm starting to see them recognize how important retention is, but they're still not fucking getting it. Okay. And the reason they don't get it is because it's in their nature to automate everything. And every fucking course you buy from every fucking guru out there is going to talk about the power of automating your systems. Look, you will not be able to succeed long-term by building a brand that you can exit if you don't fucking care about your customers. And I'm going to say this a million times. Caring cannot be automated, cannot be automated. It is a core value. It is a culture. It is who the fuck you are. It is what your company stands for. And it is far deeper than anything that you can fucking automate. Now you can be organized, but you can't automate it.

Meaning you can organize how you're going to touch your customers, how you're going to reach out, how you're going to show them that you care to remind you and have a little system, but you are not going to be able to automate the fucking caring. All right. And there's a big disconnection here amongst people who go through the motions versus people who actually care. Okay. And the purpose of this short little message I'm going to send to you today is to get through your fucking noggin that you have to actually care and that caring is not a fucking buzzword that you can just post and say and talk about. It's actually something that you need to transfer. Okay. So first off, I want you to understand that the first thing that

you have to determine in business is whether or not you actually believe in your product. And if you believe that your product makes a difference in people's lives, you'll hear people talk about this all the time. You have to believe in your product. You have to believe in your product and people will actually convince themselves that they believe in their product. But convincing yourselves that you believe in your product and people will actually convince themselves that they believe in their product. But convincing yourselves that you believe in your product and actually believing in the product are two different things entirely. All right. It doesn't matter how noble the product is. If you don't believe in it, the product can be a completely noble, good thing that you may personally not believe in and you're going to

be ineffective at selling it. For example, let's say you're selling an electronic wheelchair. Is an electronic wheelchair something that provides actual value? Yes. Does it make people's lives better? Yes. Does it make people's lives easier? Yes. It would be impossible to argue those points. But if you don't believe that it actually is something that's worthy of selling, if you don't believe in the benefits of selling that, you cannot effectively transfer the care that needs to be put into people to actually convince them to buy it. Okay. If you don't think it's a great product, if you don't care about handicapped people and the struggles that they face, you should remove yourself from that business and find something that you actually

care about. And if you can't get excited about the product or service, and you can't find a reason to actually care about it, you should remove yourself. Find a different product. So many of you out there are trying to sell something that you don't give a real fuck about because you think there's money in it. That is not ever going to be effective long-term. Short-term, yes. Long-term, no. Short-term, yes. Long-term, fuck no. Okay. Now, for example, let's take something that is less arguably beneficial. Let's say you're selling pipe. Okay. Pipe is not an exciting product to sell. All right. But if you know that selling that pipe is going to help bring clean water to people and make people live a better life, and that's the purpose that you tie to it. Now you actually care about the product that you're

selling and you become passionate. You become someone who could transfer the care across to your customers and you can let people know that you are actually passionate about this pipe, which is not a sexy product, all right? And if you can't find what is good and what is a good benefit for your customers and you can't believe in that if you can't do that you've got to find another product all right because care cannot be faked to be and then write this shit down to be an effective salesperson to be someone who is going to build a career long term and be seven figures successful you have to to fucking care. Okay. And you have to be able to authentically transfer your enthusiasm and emotion about the product or service to other

people. All right. It's no different as to why this podcast is successful. My purpose is very clear. My purpose is to bring actual knowledge, the practical knowledge, the real shit that nobody else talks about to help correct and realign people about what success really takes and what it really is and how the process really goes and to tell the truth to a generation of people who have been confused and taught the wrong things. I am passionate about that mission. I am passionate about helping people get excited about their future and develop success. That's why it comes through this fucking microphone into your ears. Okay. It's real. And you guys know it's real and that's why it works. So if you can't get real about what you're selling, the care will never be

there and you'll only be short term successful. All right. So you have to understand that to be long-term successful, you cannot naturally and effectively give the transfer of energy that is appropriate and necessary if you don't believe and feel it yourself. How many people out there, and you raise your fucking hands if this is you, were taken to church every single Sunday and forced to read from the Bible and forced to take communion and forced to go through all these processes that you never actually believed in. And you to actually adopt an idea, the people who teach the idea to you have to possess the love of the idea. And the idea can be a product. It can be a thought process. It can be a way of thinking, but if they don't love it, when they teach it to you, it's not going to stick because people have a built in bullshit detector.

They know when it's fake. They know when it's forced. They know when you're pretending. They know when you say thank you, if you mean it or not. They know if you're smiling, if it's fake or real. They know, which is why you have to actually care versus just pretending that you care. You are not that good. Every single one of you knows when you're being sold and you know how big of a turnoff it is.

So what makes you think that you are so much better than all these other people who pretend to care when you're pretending to care. You are not that skilled. You are not that talented. The best salespeople on earth are not that skilled. They are not that talented. The common denominator amongst high earning salespeople is that they understand how to find the purpose in whatever it is they're selling. For example, I sell supplements, but that's not really what the fuck I sell. What I'm really selling is the ability to change your existence. And you know why I'm passionate about that? Because I've lived that. I've been 350 fucking pounds and felt like shit and hated going to the pool and hated taking my shirt off and hated trying on clothes and was embarrassed to do all things in public.

I know what that's like. And I also know what it's like to work your ass off and lose a hundred pounds and get in shape and feel confident and feel good and, and love the things I used to hate, like going to the pool or going to the beach or getting new clothes or getting my picture taken. And I understand it. And that's why I'm passionate about it. I know what it's like. I know where the benefit is and I know how powerful that benefit is. And that's why we as a company are effective at selling what we sell because we know how important those tools are to that process. All right. You should be picking up what I'm laying down right

here. If you're not, I would go back and listen again. Whatever it is that you sell, whatever it is you're trying to sell, there likely is a benefit in there that is worthy of belief. But even if there is and you can't believe it, you shouldn't sell it because you won't be effective. All right. All of us are effective salespeople when we figure out what it is we actually believe in. Every single one of you. Yes. Even you who's sitting there saying, Andy, but I'm not a good salesman. The reason you're not a good salesman is because you haven't found the thing that you actually truly believe in to sell. Because if you did, the selling would be natural. You wouldn't have to work at it. You would just be recommending shit to people. It wouldn't be a sales process. Listen to that again. What did I say? You would just be recommending

instead of selling. See, a lot of people have these methods out there, you know, and it's been around forever. You know, you've got millions and millions and millions of sales concepts, you know, how to open, how to copyright, how to close, how to do this, how to do that. All that shit is for people that don't believe in their fucking products. Because if you believe in your products, you want to stand on the top of the mountain and tell every motherfucker that you possibly can about how great it is. It's not something that needs to be systemized. It's not something that needs to be taught. It just is what it is.

It's your belief. It's your passion. It's your energy. And you have that in such depth that you want to pass it on to somebody else. That's where effective selling happens. All right. And that's why you can't fake caring. Here's what you have to understand guys. When you really believe and you really feel passion for the product or service or whatever it is that you're selling, the transfer of care energy becomes natural and effective. And that is when

you become a fucking master of sales. Everybody talks about how good they are, but only certain people are good. And you will always find the common denominator of wanting to bring real benefit to the end user. Even the most scammy people out there, the reason they're able to scam people is usually not because they're that good at lying. It's because they truly believe that they're helping people in some way. That's why you never catch those dudes slipping. The reason you never catch the biggest scammers in the world slipping is because they've convinced themselves of the benefit that they bring to other people, which makes them very convincing. Think about that. Think about that. People have made hundreds of millions of dollars scamming people out of money because they truly believe that what they're doing is bring benefit. That's the power. All right. And

you shouldn't use it unethically that's not what I'm saying I'm just saying that it's an example all right the bottom line is this guys caring is not a cheesy buzzword it's not something that's popular to say it's not a fucking meme it's not a quote it's not a video it is an attitude it. It is a mentality. It is a character trait. And when you can teach yourself whatever it is about your product that actually helps people, and you care to bring that benefit to people, and you care to show that benefit to people, and you are so passionate and so excited about bringing that to someone else, you become

unstoppable at making money yourself. Caring is very practical. It is not some nonsense that you can automate. It is not something you can fake. It is not something you can set a timer for. It is something that you have to be passionate about and it is something that you have to do from a genuine place. And if your product or your service or whatever it is you're trying to do does not allow you to do that, you will always perform at a much, much lower level than what you're capable of. So I would offer this advice. Examine your product. Examine what you do. And instead of convincing yourself that people need it or want it, figure out what the real deal is. Are you convincing yourself or do they actually need it? Are you lying to yourself or do they actually need it?

Does it actually bring benefit or are you telling yourself a story that it does so you can justify selling it? Because if you're in that situation, you will always struggle. Find something you can feel good about. Find something that you believe in. Find something that makes you say, fuck yeah, dude, I have to tell every single person I know about this product. And when you find that, you'll find success. you