Rich Cardona Media

125. How to Stop Pitching

On this episode of The Leadership Locker, Rich talks about a different approach to sales, focusing more on diagnosing your prospective client’s needs rather than pitching to them.

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Transcript
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Welcome back to the leadership locker.

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It is Rich Cardona.

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This is your first time here.

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Then you are probably one of the following year and aspiring entrepreneur.

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You're a new entrepreneur, your seasoned entrepreneur, and you are

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looking to hear a couple of things.

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One is.

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Industry experts and influencers, just giving you the best freaking

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knowledge there is out there.

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We cover sales, we cover negotiations.

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We cover copy.

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We cover marketing.

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I mean, you name it.

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We cover it.

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And if we haven't covered it, then I want you to DM me on LinkedIn or Instagram and

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let me know what you want to hear about and I'll make sure I get those experts.

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The other aspect is me documenting the journey, and that is when I do

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these solo episodes, just like this, uh, is when I document the journey.

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And I'm talking about.

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Certain things that are transpiring, certain thoughts, something I may

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have read that I want to expand a little bit upon and that's it.

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So here's one thing I've, it has taken me forever to realize.

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And that is when you're having a conversation with a prospect.

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There is always that notion that they are in control, that they are the ones who

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can potentially hire you, that they are the ones who have the money, that they are

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the ones who know exactly what they want.

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But nine times out of 10, they actually have no idea what they want.

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Uh, but because we default to that mindset, well, we end up doing

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is kind of pitching, pushing our agenda presenting and just doing

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all this shit all this time.

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Consuming nonsense.

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That not, not only doesn't necessarily demonstrate our expertise, but

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it puts us as the, kind of from the beginning as an order taker.

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Okay.

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And we are not order takers.

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If you are in the creative space retail space, it doesn't

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matter what space you're in is.

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But I would say this probably is more on the surface side.

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If you are an expert, then you are not going to run around and try and prove

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to these potential prospects or clients.

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That, you know, you're the best fit.

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This does not mean.

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I mean, you're not trying to build a rapport and a relationship and see, but

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what I've learned about myself is that I had a propensity to kind of push my

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agenda, to push LinkedIn, to push video, to push podcasting and you know what fuck

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that the expert diagnosis and listens.

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Okay.

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The amateur me not long ago talks.

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Now here's one thing to keep in mind.

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And I read this in a book.

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God, I can't remember the name of it.

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I'm reading a couple of things right now and it's getting mixed up.

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But the person who asked the most questions, controls the conversation.

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So think about it like this.

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You are going to have a prospect.

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Who's going to self-diagnose they're going to say, Hey Stephanie, this is my problem.

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This is what I need.

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Can you help me?

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Let me see some slides, how much and all this other shit.

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It is your job to bring that down to first gear and say something along

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the lines of, well, Steve, we're going to begin at the beginning.

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Talk to me about what's going on in the business.

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What is the biggest issue you're facing and then you just go on and

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on and on and you just peel back the onion more and more and more.

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Because number one, you need to determine if you even want to work with this person.

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Okay.

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You're an expert, but you need to determine if you want

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to work with this person.

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I don't mean the desire to work with them necessarily because you

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liked them or anything like that.

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Okay.

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But, I mean, you need to determine if you want to work with them because you are

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determining if you can serve them or not.

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So just imagine this, you go into a doctor's office.

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If you go into a doctor's office and this is funny, I, I can't get

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rid of this dry cough and I go into the doctor's office and I go, Hey

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doc, you know, I got this dry cough.

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I'm pretty sure it's from all the people and, and the allergies

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and, you know, uh, whatever.

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Um, if I could just get a prescription for something a little bit stronger

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than some of the over the counter stuff, you know, the doctor is probably

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going to just tell me to shut the hell up and ask me a couple of questions.

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Like how long are they sharp?

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Does it happen at night?

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Does it happen during the day?

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Can you take some deep breaths?

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They are going to ask a ton of questions and isolate.

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Okay.

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They're going to isolate what they know because they're the expert.

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And determine what the hell is actually probably going on.

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And then they're going to address it that way.

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Okay.

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You as a prospect or when you get a prospect, do not allow them to

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self-diagnosed you're the freaking expert.

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So you ask all the questions and being control of the conversations.

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You are not an order taker.

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You are an expert.

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The other way you can look at it is.

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Imagine if you are the doctor, the expert, and someone came in and

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they said, Hey, I've been having stomach issues for like a week.

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And you're like as expert.

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And you said, well, I'm pretty sure it's a form of stomach cancer.

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We got to get you in the operating right away.

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They would feel like, what are you talking about?

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You don't know anything, you haven't asked me any questions, you know,

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you haven't eliminated anything.

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So there's, there's the kind of flip side to that where if you are just

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prescribing without digging, and you're just being prescriptive, prescriptive,

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prescriptive, instead of, you know, soliciting as much information as

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you can to make an educated decision.

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And that's also going to be a turnoff.

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So the point is this.

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Um, Don I've learned, I've learned that pushing your agenda never actually

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gets to the root cause of the problem.

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And it never positions me as an expert and it never differentiates

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me because everyone fucking pitches, everyone pitches.

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So it's like, do I want to be that person?

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Or don't want to be discovered because I'm sharing really shit hot information

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online and in my circle and in my newsletter and all that good stuff.

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So I'm going to leave it there.

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Just think about it next time.

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The person who asks the most questions, controls the conversations

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and do not let your prospect diagnose begin at the beginning.

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So we'll leave it there.

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Check it out.

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How to top 100.

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Even better.

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So thank you for listening, uh, for giving me the time of

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So I'll leave it at that again.

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