The Power of Your Subconscious Mind

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The Power of Your Subconscious Mind

I always look forward to lunch with my good friend Keith Glasch, who is president of Ruskin in Grandview MO. He has so much wisdom to share, and does so with an energy level that is infectious.

We met at Q39 in Old Westport, Kansas City. Keith travels all over the world, and somehow hadn’t been to Q39 yet. Shocking, I know (by the way- if you haven’t been to Q39, you need to check it out. Go for the brisket!)

At lunch, Keith shared some helpful strategies on leading teams, setting goals, and how to build a great company.

I even learned a dining etiquette rule: When you drop your napkin on the floor, don’t pick it up. Ask for a new one (by the way, I was the one that dropped his napkin).

At the end of our lunch, Keith recommended a book for me to read: The Power of Your Subconscious Mind, by Joseph Murphy. I jotted down the title in my notebook, right below all the other gems Keith shared earlier. As soon as I got back to my office, I hopped on Amazon.com and searched for the title. Two days later I had the book in hand.

 
 

One of my favorite chapters in the book discusses how to use your subconscious mind to be more successful.

Here are the author’s three steps to success:

1. "Find out the thing you love to do, then do it. Success is in loving your work."

Selling more equipment or making more money shouldn’t be the goal. That should be the RESULT. If you love your work, success is imminent. In fact, just loving your work IS success. You will have more energy than your competitors. You will be more fun to work with than anyone else in your market. You will be more knowledgeable. Success is loving your work!

2. “Specialize in some particular branch of work and know more about it than anyone else.”

My 2 cents on this: Just focus on getting 1% better every day, and avoid comparing yourself to others. Especially to those who have been in your field longer than you. Spend time each day learning new things and then sharing what you learned with your network. If you can get better every day, it will eventually work itself out, and you will be one of the most knowledgeable resources in your market.

3. "This one is the most important. You must be sure that the thing you want to do does not redound to your success only. You must not be selfish. It must benefit humanity."

Helping others is the holy grail. If you ever feel like things aren’t going your way, think to yourself, “What can I do to help someone today? What information can I share that will help my customer? What tool can I create that will save my customer time or will help them make more money?”

Success is not higher status or more money. Success is helping other people. Success is loving your work.

How do you define success?


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Brad Telker
Vice President, Applied Systems Group at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of the Applied Systems Group, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys reading, running and spending time with his family


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Stop being such a salesperson!

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Stop being such a salesperson!

One of the biggest mistakes I see salespeople make is spending too much time selling, and not enough time teaching. If you pay close attention to the best salespeople, they educate their customers more than they sell them. 

People don’t want to be “sold” your product or service. They want to learn how it works. They want to understand how it will benefit them. And if it will help your customer enough, they will buy from you!

Here are 3 EASY ways to be an educator and not a salesperson!

Market the benefits, not the features of your product or service

People don’t buy your product for its features. They buy for the benefits. It’s not about gigabytes, or cooling per KW  - it’s how much time or money will it save them. Or it’s how it will help your customer make more money. Benefits sell, not features or specs. 

Create content that is informative and helps your customer with their job

Write an article, or create a 2 minute video about how important it is to service screw compressors, for example. Keep the content light and informative. Share tips on how to stay out of trouble on new installs (even if you aren’t getting the business). Make your customers look good in front of their boss!

Share industry updates that your customer should know about

What is going on in your customer’s world that they should know about? What are the new energy codes that they need to watch out for? What new technology is being developed that would benefit them?

If I can share one piece of advice it is this: When you communicate to your customer, make sure you have THEIR interests ABOVE yours. If you care more about THEIR success than your sales, I promise you the rest will take care of itself. 

Stop being a salesperson. Educate the market and watch your sales grow! 


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Brad Telker
Vice President, Applied Systems Group at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of the Applied Systems Group, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys reading, running and spending time with his family


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How I lost my passion for sales

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How I lost my passion for sales

I’m feeling off my game. I don’t have the same sense of urgency I had last year. I’m not as energized about sales as I should be. 

What was going on?

I stopped training. I stopped reading sales and business books. I stopped practicing. 

A lot of people see all the books I read (because I share them often on social media) and they tell me to stop reading so many business books, and to start reading other stuff.

I took their advice, and I lost my edge. 

The first two books I read this year were sales books, but the next 13 were NOT. They were great books and I learned a lot, but I realized I need to keep on my game. I need to be studying sales every day. 

So I picked up a copy of Sell or Be Sold by Grant Cardone. And I finally have my edge back.

Here are my 5 biggest takeaways from Sell or Be Sold. The first one is probably the most important.

Train every day  

If you want to be a successful sales professional, this is the most important thing you can start doing TODAY. Look at the top athletes in the world. They practice every day. LeBron James practices free throws every day. Tiger Woods is on the putting green every day. Mike Trout doesn’t miss a chance to hit the cages before each game. 

And the pros are not practicing “just to practice”. They intentionally work on specific skills they need to improve for THAT day, or THAT week. 

Clients pay more for a positive attitude 

You may not think this is true, but it is a fact of life. Just think about who you like to work with. Are you drawn to people that are always in a good mood? Are you compelled to work with people who are excited to talk to you? Absolutely. 

No matter what, always be in a positive and up-beat mood when working with your customers. Especially when you are fixing a problem.

 
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Follow up on all of your opportunities from the day before, no exceptions 

Not a whole lot to discuss here. Follow up on every opportunity from the day before. This could be a handwritten note after a first meeting, or a phone call to follow up on a proposal. Follow up, follow up, follow up.

ALWAYS agree with the customer

Is the customer always right? In their mind they are, so agree with them before you give them your 2 cents. One example Grant gives in the book is a price objection about a new roof: “It’s too much money,” says the customer. Grant’s response is, "I agree it’s a lot of money. Your new roof is going to last for thirty years and there won’t be any more leaks or costly repairs. You will have to do it sooner or later, so let’s get it done now.”

The second sale

This is not a new concept, but it’s worth a refresher. When the customer is handing you an order, this is a great time to look for the second sale. Don’t think of this as a tactic that only helps the salesperson though. This helps the customer too! If they already have a PO ready, and have something else that needs fixing, why not kill two birds with one stone (or with one PO in this case)?

Giveaway

I enjoyed this book so much that I am giving away a couple free copies. Just forward this article on to someone that would benefit, or share it on LinkedIn. Once you do either of those, shoot me an email at b.telker@cfmkc.com and I’ll send the first two people a copy. I’ll enter the remaining people into a drawing!


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Brad Telker
Vice President, Applied Systems Group at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of the Applied Systems Group, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys reading, running and spending time with his family


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The 5 biggest marketing mistakes salespeople make

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The 5 biggest marketing mistakes salespeople make

Marketing is hard. It’s difficult to measure. It is hard to know if you’re making an impact. 

With the advent of social media, you can share your message instantly without thinking through the important details. Back in the day, when your ad was going to cost thousands of dollars, people spent more time crafting the ad and getting executive approval. This is no longer the case. 

This post by the way, is not just geared toward traditional marketing strategies. It's for salespeople that send their customers emails about a new promo. It's for the sales professional posting a picture on LinkedIn. Anytime you are communicating to your customers or prospects, you are marketing. 

Before you market to you customers, take a stroll through this checklist. Here are the 5 biggest marketing mistakes I see people make:

No call to action

What do you want the viewer to do after consuming your content? Do you want them to go to your website? Do you want them to call you? Do you want them to comment on the post? Every time you create an ad or a marketing piece, include a call to action. Preferably just one.  

Posting “to get the word out”

Do not create or share content just to “get the word out”. Marketing is a tool that should be used to create change. So, what behavior do you want to change? What is the goal of the ad? How do you want your customer to feel when they see this ad? What do you want them to do after seeing it? (CTA).

Too broad of an audience 

One mistake I see often is content created for everyone. The problem is when you create an ad for everyone, it benefits no one. Make sure your content speaks to an audience of one and you will have a greater return. 

Not spending enough money on Facebook and Instagram 

Companies are starting to finally catch on to the cost effectiveness of Facebook and Instagram ads. The biggest problem though, is companies don’t stay committed to boosting the best ads. Figure out which video or post has the best results, and continue boosting it for months, or an entire year. Don't just boost it for 2 weeks!

Selling instead of teaching 

Stop selling and start teaching. People hate being sold. People have their own opinions and their own worldviews, and it is very hard to change them. So instead, teach your customer something that benefits them. People love to learn. And if they learn that your product will benefit them, they will buy it. 

What is the biggest marketing mistake that you’re making right now?


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Brad Telker
Vice President, Applied Systems Group at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of the Applied Systems Group, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys reading, running and spending time with his family


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The Top 10 Rules for Success

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The Top 10 Rules for Success

With over 2 million YouTube subscribers, Evan Carmichael spends his time sharing how successful people reach peak performance, how successful people break down barriers, how they build their mindset, how they think. And how they act. 

In December 2017, Evan released his second book, “The Top 10 Rules for Success”, where he documents the rules of the ultra-successful. He breaks down their own videos into quotes, and delivers each person’s top 10 rules for success. 

His book features tech icons like Steve Jobs and Bill Gates. Actors Will Smith, Morgan Freeman and Denzel Washington make appearances. Also making the cut are entrepreneurs like Tony Robbins, Oprah Winfrey, Zig Ziglar, and many more. 

At the very beginning of the book, Evan, having spent years studying these successful people, shares his own "Top 10 Rules for Success" list. You can think of this list as an aggregate from all of the successful people he has studied. 

Evan's Top 10 Rules for Success are:

1. Follow Your Passion 

"You become the best by loving what you do more than anyone else and following that passion through."

2. Have Self-Awareness 

"Having the self-awareness to understand how you work best and then build a business around it gives you the best chance at success."

3. Raise Your Standards 

"You’ll end up being the average of your five closest friends."

4. Focus 

"Success in any field comes from focus. An obsessive, dedicated, absolute focus to see your mission through."

5. Hard Work

"Quite often the people at the top aren’t the most naturally talented. They just outworked everyone else. Hard work beats talent when talent doesn’t work hard."

6. Embrace Failure 

"You don’t have to take a big risk but if you take no risk at all, if you wait until you have 100% of the information, then it’s too late."

7. Ignore the Little Man 

"The #LittleMan is the person in your life who tells you all the reasons why your ideas won’t work. You will never have the success you’re after if you’re living your life according to other people’s expectations."

8. Build a Team

"As you grow, the amount that you contribute to the business shrinks compared to what your team creates so bringing on skilled and passionate people, as well as managing your office culture will be critical to your success."

9. Model Success 

"Study people in your industry who have made it as well as your heroes outside the industry."

10. Believe 

"If you start your day with courageous self-belief every day for the next year, you will not recognize the business and the life that you will create for yourself one year from today. So get building and start believing!"

What do you think?

What are your Top 10 Rules for Success?


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Brad Telker
Vice President, Applied Systems Group at cfm Distributors, Inc.

Brad joined the cfm team in 2006, and now as the Vice President of the Applied Systems Group, he focuses on business development, as well as helping contractors and engineers find creative and unique solutions to any size HVAC project. When he’s not at work, Brad enjoys reading, running and spending time with his family


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