Transcript
WEBVTT
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There's a ton of noise out there. So how do you get decision makers
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to pay attention to your brand?
Start a podcast and invite your ideal clients
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to be guests on your show.
Learn more at sweetphish MEDIACOM. You're listening
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to be tob growth, a daily
podcast for B TOB leaders. We've interviewed
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names you've probably heard before, like
Gary vanner truck and Simon Senek, but
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you've probably never heard from the majority
of our guests. That's because the bulk
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of our interviews aren't with professional speakers
and authors. Most of our guests are
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in the trenches leading sales and marketing
teams. They're implementing strategy, they're experimenting
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with tactics. They're building the fastest
growing BETB companies in the world. My
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name is James Carberry. I'm the
founder of sweet fish media, a podcast
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agency for BB brands, and I'm
also one of the cohosts of this show.
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When we're not interviewing sales and marketing
leaders, you'll hear stories from behind
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the scenes of our own business.
Will share the ups and downs of our
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journey as we attempt to take over
the world. Just getting well, maybe
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let's get into the show. Hey, everybody, Logan with sweetfish here.
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Before we jump in today, I
want to let you know about another podcast
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you might enjoy, full of sales
focused episodes. If you're a regular listener
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of BB growths, you'll probably enjoy
the modern sales podcast with listen with all
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check out their episode value based selling
done right, you can find modern sales
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podcast wherever you do. You're listening. All right, let's get into the
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show. Welcome back to be tob
growth. I'm Logan lyles with sweet fish
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media. Today I'm joined by Dave
Karen's. He is the cofounder of CBRE
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forward. He's also the svp of
office leasing at CBRE Canada. Dave,
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how's it going today, man?
Yeah, that's good. You are my
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last appointment of the day before going
out to fund dinner with some clients.
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So awesome, man. Well,
good stuff. Podcasting dinner with clients.
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It sounds like it is a good
day, man. Well, we're going
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to be talking about the network effect
and, both personally and as an organization,
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how to effectively build relationships that are
going to move your career and your
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business forward. Couldn't be a more
timely subject. You know with the launch
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of our founder James's book, content
based networking. That is all about how
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you intentionally build relationships. This is
just a topic that's so top of mine,
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so I'm excited to dig into it
with you today. That being said,
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let's give people a little bit of
context. Man, for folks out
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there who aren't as familiar with you
and CBUR Canada, give us a little
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bit of context background on yourself and
what you and your team are up to
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these days. Man, sure,
but when I got out of university I
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played poker professionally for about five years
and that was a bit of a nonlinear
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path, and we're going to talk
about nonlinear paths and sales. And after
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that five year period I took a
bit of a leap of faith and I
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got into commercial real estate brokerage.
So I now work for CBRE Canada.
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We are part of the broader ebay
platform. That's one of it's a fortune
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one hundred company in global we cover
any type of commercial real estates service that
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you could literally think of. We
cover the whole investment side of the business
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where we help people buy and sell
commercial real estate. We help investors,
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at least real estate and we also
help tenants, least real estate as well,
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and then we get involved in project
management construction and we also get involved
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in workplace strategy where we help companies
understand what their future workplace might look like.
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So it's quite broad. There's a
lot going on. My focus is
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on the transaction side, mostly in
in a role that we refer to as
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pennant rep commercial real estate brokeridge.
The most of my business is representing companies
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in their pursuit, pursuits to either
renew their lease, expand in our city
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or across multiple markets, or grow
or downside. So any any sort of
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trigger of their growth or change in
headcount is something that I get involved in
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on the real estate side. All
that, man, I love to hear
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that transition to we're going to circle
back to the nonlinear nature of bath sales
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careers, marketing careers as well as
relationships, and I'm just fascinated. I
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am not a good poker player,
so I'll just make sure that we never
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play cards if we get together anytime
in the future, man, but I
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love to hear that little bit of
backstory. So we're going to be talking
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about a few different things and get
into some examples about how you've strategically built
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relationships for yourself throughout your career and
for your organization. The first thing I
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know you wanted to talk about is
the importance of not just that number of
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relationships, but thinking strategically about what
are the important relationships and going deep there.
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Can you talk to us about the
importance of that and some of the
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lessons you've learned along in your career
so far? Yeah, sure. So,
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when I started out in office leasing, it's another way that we define
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what we do internally. We help
people leaf face, I really felt like
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I had a blindfold on and I
was trying to throw a bulls eye basically
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right like I was sitting in a
room cold calling people, trying to talk
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to them about it time based need
that I could basically guarantee at least four
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out of five people did not have
one of those critical time related, you
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know, triggers to talking to me. So I was going about it the
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conventional cold calling way and frankly,
I was getting pretty bored, pretty frustrated
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and like like not emotionally really doing
that well. So I started to just
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think like okay, what do I
really want to get out of my career
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and what I what I want it
actually is to have deep and meaningful relationships
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with the people that I was working
with, and I understood from my own
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personal life how much time and energy
and, you know, depth that you
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really need to sort of consider to
build a relationship. So I started to
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think about things a little bit differently
after about one year being in a sort
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of business development role, and it
was kind of at that time that platforms
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like Linkedin were starting to become you
know, they were in the early phases
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of being relevant and now they've just
completely taken off, and I kind of
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thought to myself, a way that
I can maybe change my path is by
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trying to find ways to network organizations, to get involved with places where I
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can get in front of people in
person and show them that I'm someone that
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could be trusted and then I'm someone
that cares about other people's interests. So
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I started to get involved with an
accelerator or an incubator called one hundred and
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eleven, which houses some of the
best software service companies in Canada. And
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through getting involved with that organization,
and not only got to meet all of
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the companies that were part of this, this umbrella, which you know,
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for fifty or so companies that were
part of it, but even more that
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were part of their broader network.
And I also got to know some of
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the other key sponsors of one hundred
and eleven, one of which was deloit,
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who runs a program called the technology
fast fifty and in can it actually
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rolls into a US platform is called
the fast five hundred. So by getting
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involved one hundred and eleven, I
met a lot of people along the way
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and I got the opportunity to start
to sort of build a bit of a
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network effect and and really ultimately meet
a lot of people in person, and
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it just kind of fast tracked my
ability to start to forge many deeper relig
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I's try to say many less than
the the cold calling arena, but more
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deeper relationships. Yeah, absolutely,
Man. We've talked a lot on this
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show and James Book is all about
creating relationships on purpose through content collaboration.
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You know, another great thing that
you know you pick up from your story
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there, is finding the organizations where
there's a lot of engagement, finding the
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platform where there's a lot of engagement
linkedin or the industry organization where your buyers
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are hanging out and then I think
that I think a lot of people take
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that step, as you did,
but they don't go with the next step
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or the intentionality to build deeper relationships. They just kind of approach that with
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the same mentality that they had on
cold calling. How many cards can I
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collect? How many linkedin connections?
And they don't take that follow up step
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of deepening the relationship. What are
some of the things that you did after
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getting plugged into the right place with
intentionality to deepen those relationships and what would
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you recommend to other folks? Man? So I think it's me. It's
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a couple fold. The first is
you just have to humanize the interaction right.
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Ultimately, when you are not in
the tribe, you're out of the
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tribe and you're not you're not someone
that's trusted and you're not someone that's liked.
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So I usually will be very open
and honest with people about who I
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am, what my intentions are.
I'll share a lot of myself at the
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beginning of a relationship and it's a
tactic or a strategy, but it's one
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that has a very benevolent purpose to
it. So you know I have a
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bit of an interesting background and when
I get the opportunity to be in front
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of people, I share of that
background with them right in the hopes that
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they will in turn share something a
little bit deeper and more intimate with me.
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And when I say intimate, I
mean it in the context of just
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building a relationship with somebody right.
So I very much take the approach of
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trying to make my relationships as personal
as possible from the beginning, and that
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involves a level of vulnerability and a
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let's get back to the show.
Yeah, absolutely it. I mean it
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takes that willingness at also, you
know, if you think about it,
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you kind of set the stage.
If you lead with that vulnerability, then
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the law of reciprocity is going to
take effect. You know, I'm reading
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a book right now called captivate from
Vanessa Van Edwards, who heads up the
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science of people that does a lot
of psychological research. She was a guest
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on the customer experience podcast recently with
Ethan Beute and they talked about this.
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Hey, when you start off a
new relationship or a zoom call or a
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podcast or a conversation at a conference, how you start that out sets the
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tone for that interaction and possibly that
relationship. You know, how's Your Day
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so far? Day You could have
said well, traffic stocked, but you
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you started it out with Hey,
I'm looking forward to dinner tonight, and
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so my mind, what I took, what I'm taking from this book and
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what I took from that other podcast
interview is now my mind is more predisposed
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to look for. Okay, what
am I looking forward to as well?
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And so it's kind of a rabbit
trail. But to bring that back to
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the the point here of when you
lead with being more vulnerable and more open
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than people are going to be more
open with you. Yeah, totally,
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and so I'll add my second point
to this, which is that, you
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know, especially in the business like
mine, as I mentioned earlier, four
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out of five or more times one
of those time based needs is not being
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triggered. So in order to really
get deep with people, you have to
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show them that you are part of
their broader tribe. Right. So the
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broader tribe in the context of a
lot of my prospects is being someone who
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is part of Canada's innovation ecosystem,
someone who was the agenda of moving that
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needle forward. Right. The part
of that I can obviously talk about my
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job as a commercial real estate agent, what I do to help companies gale
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on that front. But another avenue
that we undertook is the creation of a
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plaque content platform called C B Ay
forward, which has the purpose of showcasing
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the stories of Canada's innovation. Because
how like using CB arey's fortune one hundred
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brand as a platform to talk about
the best leaders in Canada and what they
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are doing to grow some of the
best companies. Right. So the creation
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of that platform and pushing that agenda
forward, you know, and making sure
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that it's clear that it's for benevolent
purposes, obviously, along with business development
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purposes. That's really allowed me to
get a lot deeper with my prospect base,
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my clients, industry partners like venture
capital or people at Deloy, anyone
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who's really part of the ecosystem that
I'm trying to pursue. Yeah, absolutely,
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Man, and it takes time,
right. It takes time to build
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out that platform, it takes time
to invest to whether it's a podcast or,
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you know, a content platform like
you're talking about, to invest the
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time to have those conversations that are
not directly sales related. Right now,
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how can we do business? But
one of the things I know that you're
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passionate about in building your network and
creating this network effect around yourself and your
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organization is patients. Can you speak
a little bit to hell? Maybe you've
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seen other people try to try to
go this route, try to implement some
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of the things that you're talking about, find the right places, but they
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don't exude a lot of patients in
the process and therefore kind of short change
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themselves, right. Yeah, so
like not really to go back to poker,
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but I think it's relevant that I
do. You know, I played
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tournament poker for a living and basically
the proposition there, statistically speaking, is
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that eighty five percent of the time
you're guaranteed to lose and only about one
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and a half percent of the time
where you're going to come in the top
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three players in the tournament. So
talk about the need for patients, right.
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I had a very fortunate kind of
path prior to sales that really I
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didn't realize until I was three four
years into this business how much that background
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served me. I think also the
fact that I was a little bit older,
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I didn't get into sales of like
twenty two. That sort of extra
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maturation time that I had, combined
with my previous experience, set me up
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to understand how important patients is.
So that's probably the precursor for me.
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And then I think it's really the
understanding of what you mentioned at the beginning.
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You have to have a philosophical understanding
that the path's relationship building is a
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nonlinear one and you really just don't
know how and when a relationship will become,
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you know, financially valuable to you
in the context of what you do
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and what you sell. So I
just believe in being a good person and
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thinking about other people first and,
along the way, reminding people of what
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I do with enough frequency that they're
constantly thinking about me right, and that's
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going to be in every conversation I
have, through social media channels, through
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doing excellent work for the clients that
I have. It's very multi multifaceted.
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But just to give you an example, there's two young guys that are starting
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out on our team and they're going
through some of the trials and tribulations of
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building and network right, which is
a really challenging and and time consuming exercise.
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Guys, that takes a lot of
patients, and what I'll do with
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these guys when we're sitting in a
sales training meeting is I'll actually take an
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example of a referral that I've been
given. You know, let's now in
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my eight year in the business,
and I will walk them through the from
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the moment that I met that person
to the time that they are giving me
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a referral, and I'll explain all
the junctures along the way of the things
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that I did, how long I
waited to ask the person for a lunch
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because I didn't want to come across, as you know, presumptuous or inappropriate,
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you know, like from there the
connections that I made for that person,
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adding value to them in the context
that was completely unrelated to my business,
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you know what I mean, and
then again along the way, reminding
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them of what I do and the
types of problems that I solved. And
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then, boom, one day you
get an email and all of a sudden
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you're working on, you know,
on my situation at ten thousands. Perfect
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least that pays a significant commission,
right. But but it can literally be
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some cases that you're sevent eight years
into a relationship and then boom, all
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of a sudden you get something,
but you got nothing until that point.
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Yeah, yeah, I mean you
make some really great points about identifying some
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of the parts of your story that
set yourself up for success. I love
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that you're imparting that to younger salespeople
and new salespeople who are just getting into
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sales. I can be really tough, right, especially when they've got monthly,
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quarterly quotas. And you know,
I kind of grew up in sales
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for ten years selling office equipment.
So that's what people say when you don't
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want to say you sell copyer some
printers, right, and very much like
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you, I hit sales with a
here's your territory, make fifty dials a
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day, and also a very time
base need. Most people lease that equipment
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for for or five years, and
so I knew I was calling on people
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that had a time based need,
you know, like you were talking about,
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and I just I didn't like it. I thought I had some of
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the same angst that you had early
on. So I love that you're imparting
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that to you where sales people as
well. You touched on part of patients.
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That, I think is another aspect
to effectively growing your network, and
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that is giving more than you take. You have kind of a benchmark that
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you put in your mind to think
about. Okay, this relationship. Tell
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us a little bit more about that, man. Yeah, so you're referencing
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the benchmark, which I can't take
credit for its I believe it's a Gary
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V benchmark from whatever his book was, Jeb Job Job right hook or whatever
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it was, you know, giving
fifty one percent or more to the other
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side of the relationship. So I
you know whether or not you want to
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use a metric like fifty one percent
or not. I think it's really just
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a mindset of thinking of other people
before thinking about yourself, and I think
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we're human beings. We Are Mammal
brain people in a lot of instances,
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and I you know, it's not
to say that I don't get on a
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track of thinking about what the dollar
figure might look like for a potential central
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customer. I'm a human being.
I'm thinking about the money that might be
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on the other side of an opportunity. But every time something like that comes
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into my brain I remind myself think
about the other person. Make sure that
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everything that you're doing is all value
oriented and that you're coming from a place
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of care right, because I think
that we fight the uphill battle of sales
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people, because everyone's been screwed over
by a sales person before that inherently you're
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that untrusted person that's outside the tribe
and you can you know, it's quickly
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as you can get into the tribe, you can be out of the tribe
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right so you have to continue to
just constantly take that blossophy an approach to
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every interaction that you have. Yeah, absolutely, sometimes you can be kicked
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out of the tribe even more quickly
that then you gained your spot into it.
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Man. So that the way.
I've kind of taken notes on this
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day of or, you know,
five specific tips that come out of the
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tips that you've been sharing on building
your network, sharing yourself and being vulnerable
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with the people that you're trying to
build relationships with early. How can ident
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number to identify how you can become
part of the broader tribe. Three,
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you've got to exude a lot of
patients, you know, slow, play
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it right. For another poker terminology
throw in there, just just sneak that
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one in there. So that's number
three. Four, recognized that relationships are
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nonlinear. That really kind of ties
right off of the the pay's aspect and
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allows you to invest in fully.
Take on that mindset of number five,
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which is give more than you take, because when you do that, and
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you realize that not every action,
not every relationship, is that immediate return
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on investment. But it is the
long game, it is the slow play
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that is going to pay dividends in
the long run. Yes, so I
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think the sixth is that you don't
want to have too much volume to your
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sales practice because you can't go deep
if you have too much volume. But
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you need to make sure that you
have enough volume so that you know you
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don't just have one person that might
give you a lead seven years later.
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Ideally you have quite a few of
those people in your network. Right.
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So I think that you have to
just be constantly in pursuit of new deep
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relationships, the pursuit of starting new
deep relation yeah, absolutely, man.
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I mean I think about that.
Just to kind of like bring it down
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to boots on the ground, I
think about okay, linkedin. I pretty
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much accept every linkedin connection requests because
that there I that volume. Who knows
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what it could lead to and it's
not going to cost me much other than
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hey, they're going to maybe send
me spam right after and which archive the
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conversation and whatever. Right, but
that's where just an example of where,
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okay, I'm going to sew quantity
there. But then when I pick out
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what events am I going to go
to, where am I going to deepen
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relationships with the top ten, twenty, thirty people in my network over the
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next year? I'm going to put
a lot of thought and intention there,
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and so figuring out where do you
go deep and where do you also balance
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quantity with that. I think that's
affable for marketing to write. We're talking
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about sales and marketing, all sorts
of good stuff here today. Man,
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Dave, if anybody listening to this
is like me and has become a fast
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fan of yours, what's the best
way for them to reach out stay connected?
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Man? Well, thank you for
that. The best place, obviously,
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to catch up with me is on
Linkedin. So, David Cairns,
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CE AI RNF, that's my name. You can find me there and then
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otherwise it would be great if you
went over to cbury forward, TB,
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00:22:15.099 --> 00:22:21.380
very forwardcom and if you are anyone
in Canada that listening and your need of
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00:22:21.420 --> 00:22:23.740
up space, there is a nifty
link on that page that you can click
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to connect with our team. I
love it. Dave, thank you so
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much for joining us on the show
today. Man. Yeah, pleasure appreciate
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00:22:30.289 --> 00:22:37.890
it. We totally get it.
We publish a ton of content on this
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00:22:37.970 --> 00:22:41.369
podcast and it can be a lot
to keep up with. That's why we've
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00:22:41.369 --> 00:22:45.039
started the BETB growth big three,
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three biggest takeaways from an entire week
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