← The Advanced Selling Podcast
The Advanced Selling Podcast
Why Every Sales Pro Needs Their Own Youtube Channel
00:22:27
In this episode, Bill and Bryan make a compelling case for why every sales professional and business leader should have their own YouTube channel. Moving beyond traditional sales training advice, they explore the numerous benefits of creating video...
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- [00:00]
A
Foreign.
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B
Welcome back to the advanced selling podcast. The longest running sales training podcast podcast history. I'm Bill Caskey.
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A
Brian Neal here.
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B
I feel kind of weird always talking about a sales training podcast because I feel like our episodes have stretched way beyond traditional what a sales trainer does. Do you agree with that?
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A
Yeah, totally. And we even like we're kind of getting out of the we are too thing idea in the first place. I just think it, you know, it's sort of seen. It's seen its days. I mean there. A lot of people run around doing that, which is great. I think it's much more. Because deeper. More strategic.
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B
Absolutely.
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A
And more process oriented. So. But you know, we're in it in 18 years. It's hard, you know, kind of like changing the name. Like New Coke. We don't want to do that. Yeah. Gen Xers and baby boomers know what we're talking about. Millennials. Yeah. They changed the Coke. Coca Cola's.
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B
People don't remember. People don't remember that. I remember it. It was like a big deal.
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A
It was like they took the color out of it. I love, I love things like that. Like things that were around and now they're not anymore.
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B
I like the things when they make a move and then you think why did you make that move? I mean there were 10 NBAs sitting around, Harvard, PhD psychology majors and S Coke and you still came up with this idea.
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A
Somebody did. Someone said that's a good idea. Okay, a quick shout out. I want to part of the evolution. This is even tied into like getting out of selling a new thing. We're going to be talking about a really new forward thinking idea today. This one's not forward thinking, but it was brilliant. We bought a car, leased a car from an independent person here. His name is Tom Stark in Indianapolis, Indiana, Stark Leasing. And I've never had a better buying experience than anything. Take away the car business and the. The a lot. There was, there was no friction in this entire buying process. And then there were surprises. And this is where if you're a salesperson and you look for little things to do that are above and beyond that just happen. Just gives us lasting impact. Including he did the whole bmv, got our license plates done for us on our behalf and it was done. We got there when he went to pick the car up and he did the same thing with our insurance agent. He just called and got our insurance added for us. And those are two things that are pain in the butt after you buy a car. And, and I didn't know, it was part of the deal. And I'm like, yeah. And he's like, we, yeah, let's drive this car for like a week and, you know, see if we liked it and that sort of thing. He sold our car at the auction. Communicated the whole way. I'm like, this is brilliant. I said, you know, I'm never buying a car from anybody else.
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B
Was it a new car?
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A
New? Yeah, yeah. Mostly a new car. Yeah, yeah.
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B
And it was like a 65 Chevette.
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A
There's a 70 custom cruiser station wagon where the back seat faces backwards so you can do the honk your horn signal to all the.
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B
Oh, good.
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A
Remember that?
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B
Well, your 27 year old children are like that.
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A
That's another thing that this next generation just doesn't get to do, man. You don't get because you're on your phone in the car or iPads now. Remember back in the day?
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B
Oh, yeah. You're not looking out.
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A
So what we used to do is you go by a trucker and you'd pull your hand down like you're pulling the horn and then when they honked, you went crazy. You thought that was awesome. You know what I mean? As a kid, that's what we did. So we didn't. That and license plate bingo, right? Yeah. Oh, man. We got, yeah, we got Oregon. We got.
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B
Or what county is. Is a split from Indiana. We played that game before 43.
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A
Okay.
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B
Okay, that's cool. I mean, I think that the lesson there is where is their friction inside the sales process for you? Where is there friction for the customer? Not for the sale vendor. But Tom has figured out that, oh, the friction points have nothing to do with me, but if I can help them, literally, they're going to be putting it on the advanced selling podcast and who knows where my business will go then that's it. So I love that. Where is the friction?
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A
Address and address the friction and minimize it or eliminate it. Good.
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B
That's really good. Okay, I, I was starting off when we were talking before the show started about I have many flaws and people, my family reminds me of most of those flaws, but they don't know this one and this one is that one of my flaws is that I will think of something that I think is a good idea, but because it might be met with resistance in the world, I will keep it to myself. And you, you might say, well, Bill, I haven't really, I haven't really seen that so much. I mean, it seems like you're always trying to come up with new Ideas and new thoughts. And I am. But there's some that kind of are so far beyond the pale that I keep to myself. And then I sit in my room at night, rub my hands together and I'm like. Got all these flowcharts and maps up on the wall. No. But one thing that I think I've been reluctant to really endorse and get behind and make a big deal out of is I believe right now that every sales professional, every business owner, VP, whatever role you play, you should have your own YouTube channel. And I'm. I'm not talking about. If you're in the business of consumer space and you're selling, you know, you're selling door to door vacuums. I don't know, they still do that. Or you're selling something that obviously doesn't fit, then okay, you don't have to. But 90% of business to business sales professionals, attorney consultants, you know, coaches, advice givers, service providers should have their own un. YouTube channel. And I've got some reasons for that. But I want to, I wanted to at least lay it out. You and I haven't talked about this here before in the pre show, but what do you think about that assertion and should I just put that back in the box?
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A
Yeah, we can delete this if you don't want to. Yeah, we can have Travis edited out. I'm kidding. Travis. That was good. Don't do that. Leave it in, Leave it in. So it's out there now. So yeah, the first thing, like you said, those are things, those things that we don't say, that we keep to ourselves. The world never knows. So of course we don't experience them. And I think it's really good to say all those things. And even as you were saying, well, maybe not this. I don't. I'm having a tough time finding a case for anyone to. Not in business development, especially going forward. We're going to get some reasons in a minute and I know you've got a few and I'm thinking of mine as we go. But the first thing is I, I don't, I don't know why you wouldn't. I mean, you sell vacuums door to door. That's a great demonstration sort of product. I mean, geez, you know, like, check this out. Look at this. It's like cool. And. Or you could do one about door to door selling, which. Which is very rare, but it still happens and there are people that do it. I know there's a big community in the solar space that does that. Oh yeah, campus is a neighborhood and then if you sell major farm equipment. You know this little kid, Jackson on Tick Tock who's from Indiana, I've seen him.
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B
Is he from Indiana?
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A
Indiana. He's from right up. Yep. He's from, I think around. He's hilarious. And so now he's got this massive YouTube channel. John Deere got him first so now he technically works for John Deere. He's 9 or 11 now, whatever he is. He's a, and he sounds 80 year old farmer.
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B
He's scary. He's scary good. I mean this kid has either been trained or he just has some kind of natural. But he's like really good.
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A
He just looks, yeah.
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B
Understated.
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A
Yeah. Jackson, just look up Jackson, kid farm. You know, you'll find it real quick. He's got million. Yeah. And a friend of my, one of our clients is his cousin. So the point is, if a 10 year old kid who's into historical tractors in the middle of soybean fields in Indiana has a channel, you should have a channel for sure. So I just, I, I, I like your statement of everyone it, the one reason I, I say everyone also is because these are, these are great from a risk measurement standpoint. These are to me, zero downside, zero infinite upside, zero downside. The only downside is if you get drunk or put something up there that's inappropriate and then that's a bigger life problem for you. So barring that, taking that away and say no, I've got my wits about me, I'm in pretty good shape here. No, no downside, zero downside. All upside.
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B
Yeah, the other and, and no, and low cost. I mean we're not talking. You've got a, you've got your video camera, you've got a microphone for 20 bucks, YouTube's free. I mean this is a low to no cost. Now if you're going to go onto production and have a big, you know, $40,000 camera. But we're not, that's not what we're talking about here. No, I think another downside is if you, if you become obsessed with it and you, all you do is sit in the studio and shoot videos and you're never out talking to anybody. But I would say that's not usually the problem. The problem is getting started.
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A
Yes.
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B
It's not becoming obsessed. Now it's easy also to say, and this is one, you know, it's easy also to say, well, I'm not going to want to spend all my hours of the day on YouTube. Aren't you?
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A
Mr.
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B
Beast does. And he generates $30 million a year. Just, I mean, so sometimes we say, oh, I wouldn't want to do that. Well, maybe or maybe not. Have you thought about it? Have you thought about if you did a Daily show on YouTube? And I'm not recommending that. If you did a daily show that was seen by your thousand customers in the southeast part of the country, and they hung on every word, and every time you had an offer, they called you and said, I want to buy it. You're saying, that wouldn't be worth an everyday YouTube video. So I think we've. Yeah, so I think we've got to be careful about the downside because I don't think there's much.
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A
I don't think there's any. I really don't. And in the time, you know, you've heard this, you can produce video or you can just document video and documentation is the ride along and it's in the camera and you're just like, okay, about to go in here on the site. Visit here. So we're talking to these guys today about a truck scale, and they weigh a big concrete. Let's go in and see what's going on.
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B
Yeah.
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A
And you put it up and then it's like, okay, there's the truck. There are the concrete slabs coming through. Look at that one. Okay, everybody guess how much weight is in that truck right there. I'll reveal the answer at the end. I mean, little stuff like that. I mean, document.
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B
That's exactly right. That's exactly right. So let's. Let's talk about the reasons. I've got a few. You've got a few reasons that you should be considering YouTube channel. And I would also make this challenge that for those of you who hear this and deep down, you know, this is the right move. Go build one and start. Put. Put a couple videos up. And we will promote it. We'll help you promote it. You send us a note either at Listener advanced selling podcast.com or just DM us in our LinkedIn group, and we will help you promote it. We'll also, you know, shout out to those people who maybe already have one.
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A
Yeah.
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B
And tell us what it's doing for you. Tell us if there's any back end coming from it. Okay, here's, here's. I'll. I'll go just alternate here.
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A
Yeah.
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B
So my first one is, I think. And this, this is mine. But I think it's good for your soul. I think it's good for you to Be able to sit down in front of a, before you even turn the camera on and say okay, what can I talk about today that would be interesting for my audience, for my customer base. So if you're in a, in a geopolitical consulting company and there's a lot of havoc and drama in the world, what do you know that you can impart in terms of wisdom or knowledge or some things that maybe are hidden beneath the surface that you think are going to come up? And then how would you position that for a per person that might be a prospect for you or somebody who's, who cares about the geopolitical world. So it really forces us to think about things from our customers point of view, which I don't think we do enough. This will help you do that.
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A
That's really, really good. One of my reasons is fairly relevant to my family and that is my kids are 22, 21, 19 and 18 and 14. They've never ever watched anything TV wise outside of YouTube TV or YouTube or Instagram or you know, they, they'll watch the sports thing on ESPN occasionally but that's how they consume their stuff and they'll consent, continue to consume their stuff and they live on YouTube, YouTube shorts and obviously snap to connect. But that's where they're going to be. The new buyers. My daughter's 22, she just went out with the girlfriends, they all have jobs and I'm telling you in three years they're going to be buying stuff, you know, and, and you've got to meet those people where they are.
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B
That's so true.
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A
That's where, that's where they're going to be. And it's going to go really quick and a bunch of Gen Xers are going to get stuck sitting here going oh still, still barking. Pick up the phone and call people. Pick up the phone. You don't need to do you do a YouTube channel. They get to know you. They also love authenticity. And I think that's another kind of sets of 1.8of this one that generation can see through BS and if you do really good authentic videos, they get to know you, they trust you.
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B
That's so true. That's so true. So buyer behavior is changing as buyers become younger.
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A
Yes.
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B
Where they find their info has changed.
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A
Yes.
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B
They are not summing through catalogs now sending for the new Sears catalog. They're going online and they're seeing what other people are wearing, what they're saying about that, etc, but also I think your positioning is really important too. If you're positioned that way, even if you're, you know, I'm, I'm, I'm an old man, I'm in my 60s, and I'm, I'm really close to being out of my 60s.
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A
Yeah.
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B
But I still feel like when I speak to the camera, I speak to it in a way that allows a 35 year old to, to listen to it. And it's not like I'm speaking old, Old English. English, thou shalt not. But so how you present yourself on YouTube.
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A
Yes.
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B
Make sure it, it resonates with everybody. And you know, if you're gonna, you know, so it's what you wear, it's how you speak, it's how you look at the camera and don't. So I think that positioning wise, it's really important. Plus, I was thinking the other day, if, if you're in a meeting with a couple of prospects and a couple of your people and you're, you know, let's say it's your two or three meetings in. And let's say you have a YouTube channel where you talk about, you know, automotive saving money and the automotive assembly process. And somebody in that meeting says, you know, what we're really trying to do is save money in the automotive assembly process. And you say, really are. You know, tell me about that. And they tell you, and you say, hey, I just shot a video on my YouTube channel last week or last month and would you want me to send it to you? And they'll say, you have a YouTube channel.
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A
Right?
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B
I produce content helpful for people like you. Yeah, I would love it. And anybody else want to see it. And the CEOs like, yeah, I'd love to see it because I. So now guess what, Your position, totally different than everybody else that comes in trying to pitch them.
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A
All of them, every one of them, you're different than every one of them. And even if you're, even if they all have YouTube channels, you're still different because your truth is coming through the video versus you trying to articulate what you do in a slide deck or a presentation or something like that.
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B
Yeah. And if they all have YouTube channels, you say you have a YouTube channel.
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A
I got a YouTube channel.
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B
We're the same.
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A
Totally.
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B
Okay. Another reason you got one. Yep.
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A
Yes. The education process. You know, you've seen all the stats and they're, you know, everyone throws the stats at all. You know, 40 of everyone. I love when people throw stats with. No, they don't cite anything. No sights, you know, that 86 of the decision is being done before they ever talk to a salesperson. I'm like, okay, just show me the background on that. Either way, fine. I, I agree. People can find stuff. And so the language that you use is less about selling or it or. Or pushing a product or a feature function thing. And it's just an. It's all about education. And I think that's a really. That's a good. A good reason to do that is I can allow myself to educate people remotely while I'm not there and manage part of the process. So then therefore becomes a leverage element for me. We just are going through a process to do some messaging work, and I'm very impressed. This group that we've hired has done all sorts of work, all in video that they gave to us beforehand that said, watch this video. It's 12 minutes. Pick the two things in the video, that of the. Of the two things in the video, pick which path you think you're most down. And it's a little tease. And it's YouTube with a little. It shows you the little marks and kind of what the subject is on the marks. And I'm watching this, prepping for this meeting, and I'm like, dang, this is a new way.
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B
It's a great way.
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A
It's so, so good. And it's efficient. So that's kind of the reason it's massively efficient.
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B
As you were just saying that I thought. And you talked about education. I came up with my three. I'm really into alliteration these days. I came up with my three E's these days. Number one. Number one, educate. I think that's a great. Number one. It's great for you as a human being and somebody who wants to be thought of as a thought leader in your industry to be educating. YouTube is a great platform for that. Number two, explain. So once I educate, I need to explain why this is important for them. It can't just be 17 stats. You've got to convert that and say, let me tell you why these stats are important for you, Mr. Buyer, and so help them. And then number three, this is really a tough one here. Edify. And edify simply mean the way I understand the word, and I've never thought about the word before, but it means to build up, to say, you know, you can do this. This is, this is possible. And if you are educating, explaining and edifying your customer, they're not getting that anywhere else, nowhere else. Everybody else is sending PowerPoints and PDFs and showing up on job sites and come on we just. You're. I'm okay if you show up on job sites, but, man, have some other digital assets there.
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A
And we spend all of our time training people on how to handle an objection or how to get. Have a clever object opening to a cold call. You know, that's right. That's the training. I'm like, this is so much better than that.
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B
Absolutely.
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A
So much better. Can I go one more?
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B
Absolutely. You do one, I'll do one, and we'll close.
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A
Last reason to do this is so that your work lives past you. And it's not. I think it's good karma to put good in the world this way. And it goes past you. You might get promoted to regional manager, VP of sales, CEO, whatever. And it's still there as an archived documentation piece of what you did and how you thought. And we have that with our podcast and we laugh about it, but it's really cool to look back and watch an episode or listen to an episode of the Advanced Link podcast from 2006, and people can go back and see that. They can then see our growth or hear our voices change or whatever. The thing is. And if you, if you're a Gary Vegan, Gary Vaynerchuk fan, I just saw a thing about him putting his. It was a clip of his first YouTube video when he was. And he was actually 30 or 31 when he did his first wine.
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B
The wine thing.
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A
And now he's in his 50s, but that's still there. And it, it says it does all sorts of things for him, you know, and just starting. And it get, it lets you go back and look at how it's okay. Things will be raw. Our first podcasts were raw. But that's okay. People. Some people go, I don't see the old stuff. Like, let them see the old stuff. Like, man, you guys have really come a long way. Actually gotten moderately good at this.
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B
You know, think about another 20 years. You guys are exactly right. Yeah.
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A
So it's just the, it's the archive of your personal journey.
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B
That's good. I've, I, I'll add to that just real quickly. And that is, you have to think of these videos that you're doing as assets, as digital assets. An asset is something you can use over and over again. It's going to create some kind of return on it. I've got a client who does one video a month. I'm trying to get him to do one a week. He's a little reluctant to do. He's probably done six over the last Six months.
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A
Yes.
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B
And. And he's built these six different videos are now assets for him. So if he's talking to somebody or have. He still does cold outreach, but if he's talking to somebody and they bring up something that he shot a video about, he doesn't have to think. He can just say, hey, I shot a video about that. Would you like to see it? He's starting to generate a interest because he sends out to his 400 email People, people whose email he has. Every time he shoots another video and releases it, puts it up on YouTube, he sends it out, says, hey, I just did this. Now he's starting to get people. After six months, he didn't get much. Now he's starting to get calls. People say, you know what? I want to talk to you about this product or this service. And so it does take some time, but I. I guaranteed him that if he did this every month for a year, better if he did it every week for a year, his business would never be the same. It never would be the same.
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A
Truth. It can't. It can't be the same. No, it won't be the same. And it doesn't. It just keep go. Just first start and then keep going. It's just.
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B
You got to start, though.
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A
You got to start.
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B
So our. Our offer still is. If you start or if you've already started a YouTube channel, let us know and just communicate us to us through LinkedIn. We'll make sure we do a quick shout out to you if you'd like that. If not, that's fine. But we. We'd love to hear what you're going to take from this podcast because we. I think it's really important and I'm going to keep harping on it, too. We're not going to do every episode on it, but we'll come back to it again.
- [22:05]
A
I love it. I love it. And good job saying it, Bill. There you go.
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B
Yeah, well, thanks. I got that off my chest now. Feel more like a man, like a stud. Reference back to last week. All right, I'll see you later.
- [22:19]
A
I'm back.
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B
Bye.