Show full transcript 0:38 They asked about how the food used to go. 0:40 Any rushes? 0:41 Suggestions for calming her down? 0:43 We've done all the right things. 0:45 Thank goodness. 0:47 Okay, um, here. 0:49 You try and get some sleep and I'll stay up for a bit. 0:51 Alright. 0:52 I love you. 0:53 It's getting a second opinion at 2am. 0:55 It's VHI. 0:57 Search VHI NurseLine 24-7 to learn more. 0:59 VHI because your health means everything. VHI healthcare deck trading as VHI 1:05 healthcare is regulated by the Central Bank of Ireland and is tied to VHI 1:08 insurance deck for health insurance in Ireland. Like what you hear? Turn into 1:11 USL, I'll access live every Tuesday at 8 p.m. Eastern on Sirius XMFC channel 188 1:18 for exclusive interviews and the latest from around the USL. The 1:23 exclusive satellite radio home of the USL Sirius XMFC is North America's 1:28 only 24-7 source for engaging soccer talk and live matches from the USL Premier League and more. 1:36 All on Sirius XMFC Channel 188 and the Sirius XM app. 1:42 Don't click off. Don't click off. 1:44 We're going to help you be less depressed. We're going to help your life get better. 1:46 My brain works just a little bit different. Maybe I was dropped a lot as a baby. 1:52 I'm sorry guys. Life isn't fair. There's cheat codes though. 1:55 You only have to have a smidgen of confidence and the world will literally roll out the red carpet for you. 2:04 Ego is your enemy. You can be right, or you can be happy, rich, successful, fulfilled, 2:11 but it's very difficult to be both. 2:15 When I go on Instagram, I see hundreds of people on there that call themselves sales coaches 2:23 or life coaches, how do we know that they really know 2:25 what the fuck they're doing? 2:26 If you want to learn, like, how do I manipulate somebody? 2:30 How do I trick somebody? 2:32 I'm not the coach for you. 2:35 Everything in life is sales. 2:36 I bought business cards several times in my life 2:38 without a business. 2:39 I had never even been to a rave 2:40 and I'm like, we're having a rave. 2:42 Shit, I gotta throw a rave. 2:43 How many people showed up? 2:45 I think like 600 people. 2:49 My life's a movie. 2:50 Am I gonna be the character in the movie 2:51 that just does nothing and just sits there? 2:53 Or am I going to be the star? 2:58 Communications dead. 2:59 It totally sucks. 3:00 Yeah. 3:01 If I configure this problem out as simply as I could with zero dollars, 3:05 you guys can figure out any problem in the world. 3:11 Matt, thank you so much for joining me today in person on Misunderstood. 3:15 Thank you so much for having me. 3:17 I'm super, super excited to be here. 3:22 It's an honor, right? 3:23 And hopefully we won't go too much into sales stuff because I think this is gonna be the hi 3:30 Hi, if you hang out I'm misunderstood hang out on this episode. My name is Matt Easton. I want to help you guys I 3:38 Love this show. I'm just a fan being here on the show 3:41 But I think this episode you're gonna at least get one or two nuggets where you're like 3:45 Oh my gosh, my life can be a lot of easier. So yeah, thanks for having well 3:50 I'm so honored to have you here because the way I found you as you know 3:53 was from one of your clips on Instagram 3:56 where I stopped in my tracks and said, 3:58 people need to hear this. 4:00 And I actually tried to find you 4:02 and found out I noticed the background. 4:05 Yes, and we both film in this studio. 4:07 I called Ben and I said, I need to get ahold of this guy. 4:11 And within, I'll say four hours, 4:14 I had you booked to come and meet my husband's company 4:17 within a couple days later and you did phenomenal. 4:20 But the nuggets that you have about sales, 4:23 which, listen, I know people listening, don't- 4:26 Yeah, don't click off. 4:26 Don't click off, because this is a really- 4:28 We're gonna help you get a date, 4:29 we're gonna help you be less depressed, 4:30 we're gonna help your life get better, don't- 4:32 Yeah. 4:33 Don't click off. 4:34 But life is about sales and how you negotiate 4:36 and how you communicate, 4:38 and that's why I wanna have you on, 4:40 because you are so good at that. 4:41 I'm here to help, I think, 4:43 maybe I was dropped a lot as a baby, 4:45 but my brain works just a little bit different, 4:48 but I think for everybody out there, 4:51 I think their brain can work different too you just have to have a different perspective on yeah 4:57 Hopefully we can cover some of that stuff. Absolutely. So let's talk about why your brain works different 5:02 Let's go back to your childhood because when you came and spoke for my husband's company 5:06 You really started with some personal stories that resonated with I think a lot of people and made you human right it started out 5:13 Which by the way is a good piece of advice that when you want to connect with somebody you get a little vulnerable 5:18 and you talk about where you came from, 5:20 why you do things the way you do them. 5:22 So you shared a really interesting story about growing up, 5:25 I think with the single mother, if I'm getting this correct, 5:27 and not coming from a lot of money. 5:30 So can we talk about some of that? 5:32 Yeah, and again, I had the single best childhood 5:37 you could ever have. 5:40 Ton of trauma, ton of horrible stuff, 5:44 all the right stuff happened for me the right way. 5:46 and I think it's just because my perspective changed a little bit earlier like a million if you ran my 5:52 childhood my life a million times I think 999 999 times I would be somewhere totally different 6:00 and it's just little moments where my perspective changed because I could have been a victim 6:07 my whole life and you've gone through a ton of challenges in your life and I think there's 6:11 those moments where it's like you can either crawl up in a shell and be like this is horrible 6:16 this sucks, the world is rigged, or you can go this is horrible, this sucks, the world's rigged, 6:23 how do I put these pieces together in a different way? And I somehow figured that out 6:28 really early in life, like eight, nine, ten years old, I started figuring out, like if life was a 6:34 jigsaw puzzle, wait a minute, you can move these pieces around and change the picture. And 6:40 that's what happened for me. So what happened when you were eight, nine, and ten that did 6:44 and change that for you. 6:46 So single mom, my mom made like four grand a year. 6:49 She was working at a, it was a Jewish synagogue. 6:53 We're not Jewish. 6:54 You can't be Jewish and work there. 6:56 Yeah, because you can't work on Saturdays 6:59 and the holidays. 6:59 Oh, obviously, you're right. 7:00 Somebody's gotta open the doors and do all that. 7:02 That's where my mom worked, right? 7:06 So I was home alone a lot. 7:08 The story I talked with your team 7:10 was kind of that first pivotal moment for me 7:13 where I'm like, wait a minute, 7:14 there's a way out. I was playing with this. I brought it when I talked to those. I still have it. 7:20 1979 Matchbox Kelly Green Porsche Turbo. I was playing with that in the mud and the 7:25 actual car drove by. And I ran after it. There was a gentleman in our neighborhood, 7:32 Mr. Carroll. He was an attorney. I'm like, that was the only rich person around. I'm like, 7:37 I bet you it's at his house. So I ran down to where his house was. It of course was there. 7:42 and being unsupervised with the single mom. 7:44 I just waited. 7:45 It was like an hour and a half, two hours. 7:47 I waited for, I thought it was Mr. Carroll would come out. 7:50 It wasn't. 7:51 It was a guy kind of dressed like me, cool, right? 7:54 This was like maybe 1981, 82, in a suit. 8:00 And I'm like, Mr. is this your car? 8:01 And he's like, yup. 8:02 And I'm like, what do you do? 8:03 And I was waiting to be like, he's a drug dealer. 8:06 But the right, he's going to see an attorney. 8:07 And he's like, I'm in sales. 8:10 and I was like okay and I was like what do you sell and he's like I work for a 8:16 company called Texas Instruments and he's like I sell computers and I was 8:21 like wow that must be the best I'm trying to think of what I can say to suck up 8:24 to him yeah I'm like that must be the best computer in the world and he used 8:27 some adult language with me he's like no frankly kid it's a total piece of 8:30 shit I think it was called a TI 99-4 I remember this stuff because it 8:35 Literally burned into my brain. He's like it sucks. And then I felt bad because I knew who mr. Carol was 8:41 I didn't know in person. I'm like, he just ripped this guy off right selling on the computer and he's like 8:47 But do you know who lives here? And I said mr. Carol and he goes, but do you know? 8:52 Who lives here and he kind of bobbed his head and I knew exactly what he was talking about there 8:58 Mr. Carol had Parkinson's and like people would make fun of him because he drove Volvo, but he was always 9:04 shaking shaking tremors and I was like yeah and he said you know what's going 9:08 on with mr. Carroll and I was like yeah Parkinson's and he's like he's an 9:12 attorney he has to drive to Westminster Colorado for his job he has to take 9:17 medication at 3 p.m. every day and once he takes his medication he can't 9:21 drive his car so he either has to take a taxi to work which is incredibly 9:26 expensive or he has to leave his office early to drive home and be at 9:32 home after he's taken some work. 9:34 This is 1981, there's no work from home. 9:37 Right, right. 9:38 Right, and he's like, this computer, 9:39 this piece of shit computer does one thing really well. 9:42 We call it, I think they call it calendar entries. 9:44 It was basically like a word doc 9:46 before Microsoft was even around. 9:47 Where he could write in who we talked to. 9:49 I met with Rachel, we talked to her an hour and a half, 9:52 some notes, and then he could type all that in 9:55 on this computer. 9:56 I think it worked off of like a cassette drive 9:57 or something at home. 10:00 So he could have all of his client meetings 10:01 up until two thirty just scribble all his stuff down but then go home and organize everything 10:08 like pre-microsoft pre-work from home and then he said these words he's like we're changing 10:13 his life today and I was like damn that's pretty cool and and I was like and I was 10:20 down on myself at the time I had like undiagnosed visual problems I straight up like could not 10:25 read I thought it was because I was stupid is because the words seem backwards and 10:29 like so and I think that's another benefit for me is in school I couldn't read I was like in 10:36 third grade at this time and like I just thought I'm stupid so I had to listen really really well 10:41 right and I was like oh that's cool I'd love to do something like that but I'm not very smart I 10:46 can't spell I can't read and he's like shut up don't ever say anything bad about yourself 10:50 and he was like I got you with the spelling and he opened up the front of that Porsche 10:55 and he pulled out the freaking coolest toy. 10:58 There was a hot toy back then. 11:00 There was no Tickle Me Elmo back then. 11:01 It was called a speaking spell. 11:03 Oh yeah. 11:04 Yeah, there were 79 bucks. 11:06 My mom made four grand a year, right? 11:08 And he was like, I got you on the spelling. 11:11 This is called a speaking spell. 11:12 I'm like, I know exactly what that orange thing is. 11:15 He's like, here you go. 11:16 And I was like, nope. 11:17 And he gave it to you? 11:18 Uh-huh. 11:18 Well. 11:19 And I was like, oh, that's cool. 11:20 How many batteries does it take? 11:21 And I think it took like four C batteries. 11:23 Like I was that broke and he's like 11:26 And he's had batteries he gave me some batteries and I've made another smart-ass comment 11:31 My brother who's like ended up becoming a Marine used to beat the crap out of me all the time 11:35 I was like my brother's gonna take it and he's like oh my god 11:38 Come back here, and he gave me a second one Wow for my brother, but at that moment. I was like wait a minute 11:46 If I can figure this out I can figure anything out 11:49 So that's where I just, 11:50 that's where my brain started to rewire. 11:52 And instead of being negative, 11:54 I just started looking at the world in terms of like, 11:57 what are the problems going on and how can I help people? 12:01 And that carried through like high school, everything. 12:06 Like I was always, 12:07 I realized like you could be powerful 12:10 and just brute force get your way through the world. 12:12 Like if you were a rich kid 12:14 and you had a car, you got stuff 12:15 or you could be a complainer and you could bitch and moan. 12:18 right and get a little bit or you could be helpful yeah right and I started to 12:23 learn really early on in life like wait a minute I don't have to be rich I don't 12:30 have to brute force anything I could just start helping people and sure am I 12:35 gonna get taken advantage of sure a lot of times though that help that I put 12:39 out in the world would reciprocate and come back to me and help me and 12:43 that's that's where my journey started is I would just cruise around Boulder 12:47 Colorado like if you owned a business I'd pick up your trash I'd like and I'm 12:52 like I just want to learn and then opportunities just started coming to 12:55 me. It's funny that you say that because this reminds me of a story my parents 13:00 met in New York City my mother was an actress which meant that she worked at 13:04 a restaurant and my father came in and would try and sit in her section just 13:09 to you know be around her. Eventually she agreed to go on a date and they 13:13 went to Anchorage, Alaska, and they ended up not coming back. 13:17 On a date, to Anchorage, Alaska. 13:19 Yes, from New York City. 13:20 And they ended up staying. 13:21 They had about, I think she tells me the story, 13:25 was they had $998 between the two of them. 13:28 And they loved it so much that they 13:31 kept staying a week and a week and a week. 13:33 And what my father did, and my father's passed away now, 13:37 but I still have this. 13:38 He had typed out on a typewriter 13:41 and put it in every little mailbox saying, 13:45 why don't you spend more time with your, 13:46 essentially, why don't you spend more time with your family? 13:48 Let me make some money for mine. 13:50 Let me shovel your driveway. 13:53 And so he started getting little jobs here and there, 13:56 fast forward, enough money to buy a cat, a caterpillar, 14:00 right, you know, a big bulldozer type of thing. 14:03 Eventually started a company called Yucatel Construction, 14:06 had the number one construction company in Anchorage, Alaska, 14:10 and then had enough money to buy a satellite dish 14:13 and started cable television and encouraged. 14:16 Oh my goodness. 14:17 So it was a great story from being this kind of kid 14:19 that you're talking about, 14:20 who by the way came from a different kind of family, 14:22 came from a very rich family, 14:24 but was embarrassed by what they were given 14:27 and what he was given and showing up to school 14:29 in a Rolls Royce in Manhattan. 14:30 I think that's best, it's hard. 14:31 Yeah, it was hard for him. 14:33 Everybody's got it on. 14:34 Yeah, and so it was embarrassing to him 14:36 and so he wanted to make it on his own 14:38 and show that he could make it on his own, 14:40 But I haven't thought about that story in a long time 14:42 But it reminds me of that kind of story that you're telling where you find things that just say let me work hard 14:49 So that I can make more for my family and it turned into the fact that he started cable television in Alaska from going there 14:56 And just shoveling snow. Yeah, and maybe he wasn't dropped. I don't know if I was dropped on my head as a baby 15:01 but maybe he had that weird 15:03 switch in his brain too because that's like 15:07 straight out of Easton University, like, and again, 15:10 don't click off, we're not talking about sales. 15:12 But he started that business, 15:13 if you really break down the snow shoveling, 15:15 did he sell snow shoveling? 15:16 Absolutely not. 15:17 Could he compete in Alaska 15:19 with people that had heavy equipment? 15:21 Probably not, he fricking sold the outcome. 15:24 They weren't buying shoveling the snow, 15:26 what were they buying? 15:27 They were buying, spending time with the family, right? 15:31 And that's, again, a perfect example of like, 15:34 when you look at the world differently, 15:36 there are so many things that could be fixed easily 15:41 if you just reframed how you think. 15:43 Right, and seeing, I don't wanna call it their pain point 15:45 because at that point, I mean, I know that's a lot 15:47 of sales talk, but he saw something that he valued 15:51 and saw that what he could talk to them 15:53 and identify with in that person 15:56 which was spending time with the family 15:58 and he would do the work to make the money. 16:00 Anyway, so I digress. 16:01 But so what was the trajectory of your education then 16:05 from like high school, did you go to college? Did you study sales? How did that work? 16:09 You didn't really teach it in college. I'll be honest, most of the stuff I learned in college 16:13 was complete garbage. The most valuable thing I learned in college, I was always thinking 16:21 this entrepreneurial way and I had some friends left over from Boulder and I at the time was 16:25 at a little teeny tiny school in Durango, Colorado called Fort Lewis. I hated it and some friends 16:31 came to visit me and they looked kind of haggard and tired and I'm like what's up 16:36 you guys you just drive 30 hours they're like no this was 92 they were like we 16:43 went to the most amazing party ever and I'm like what is this amazing party ever 16:49 and they're like it's called a rave oh right nobody had heard of those I'm 16:56 like what is this rave thing you are talking about and they're like oh you 16:59 you'll never be able to go your Derego, Colorado. 17:02 But in Boulder, we were at the Pearl Street Mall 17:04 and we saw this flyer and it was really cryptic. 17:06 We had to drive to the secret location 17:08 and then we had to pay them, 17:09 I think it was like 40 bucks in 92, 17:11 which would be like 200 bucks to buy this ticket 17:14 and you didn't find out where it was until the last minute. 17:17 And there was DJs and glow sticks and drugs and party. 17:22 And I was like, you had me at $40 person, right? 17:27 I'm like, what the hell's going on? 17:28 So I was like, huh, I immediately like I'm the weirdo that never had a lot of money 17:34 But if I did have money I would buy a crisp white polo like if you're broke in your kid 17:38 Just buy a crisp white polo shirt and some khakis and a belt and tuck your shirt in you're gonna be like 17:43 I look like a dork people will talk to you right clean if you have a good appearance people will talk to you 17:47 Yeah 17:47 So I spent the little money that I had and I went and bought business cards 17:51 I bought business cards several times in my life without a business and I was like 17:54 What would sound like the biggest company? 17:56 And I rave syndicate. 17:58 I took the Harley Davidson logo and I put syndicate 18:01 instead of Harley Davidson and rave, blah, blah, blah. 18:04 And then on the business card, I was like, 18:06 New York, LA, Miami, Durango, Colorado. 18:11 But I was like, I had to every bed to a rave. 18:13 And I'm like, we're having a rave. 18:14 So then my next stop, I went to the DJ 18:16 at the college radio and I'm like, 18:18 hi, I'm Matt Easton from rave syndicate. 18:21 Right, CEO. 18:22 CEO right I'm going to school here. Why are you going to school in Durango? I'm like, I loved him out 18:27 And so there he's like are you guys having a rave here, and I'm like, I don't know 18:34 Maybe he can't talk about raves first rule rules can't talk about raves. He's like, oh, you got to have a rave here 18:38 You got to have a great. It's a mystery. Yeah, he's like will you be on the air? And I was like 18:45 Absolutely, I'll be on the air and he's like I have I can't I can't disclose it 18:49 But we have the founder of rave syndicate here on the air with us talk to him about the raves and I'm like 18:56 Why don't you talk to about the rave? I never even been to oh raves are the best 19:00 I'm from Chicago. We have raves in Chicago all the time. They're the best. I mean he's not he's just right 19:05 So and then I was like shit. I gotta throw a rave, right? 19:08 And I'm like $40 a ticket this could change my life and that and that one experience horrible by the way 19:14 I had to go to Farmington, New Mexico drive all the way out there to like rent 19:20 Lighting equipment all this. I had no money. I had to do workout deals with these people 19:24 I'm like, but I had a business card right and I was dressed appropriately 19:27 I wasn't dressed like a party kid and they're like, okay 19:30 We'll do it on credit and then I found some equestrian center outside of Durango 19:34 Which had a big in that that lady had no idea what a rave was once she did 19:38 She's like you gotta have a million dollar insurance policy that killed me 19:41 But that whole thing I learned how to like build a business from nothing 19:46 I made deals with the record shops there. I'm sure my rave sucks sucked 19:51 I had one of them and one of them only because it was a heart attack. I've never been to another 19:55 How many people showed up? I think like 600 people Wow 40 bucks ticket and so you made money 20:01 Oh, yeah, and it covered all the expenses you had yes 20:04 I wasn't as skillful as I am now in business, so I'll be honest probably 90% of the money went to covering those expenses 20:12 But I was gonna DJ on my own 20:15 Yeah, because the Columbia house member the Columbia house CD memberships 20:20 I was like, I'll just sign up for the because you get your first 16 CDs for free 20:24 Right, I'm like by rave music and I showed the DJ what I was doing and he was like 20:29 No 20:30 It does not work. 20:31 You can't make a mixtape, and I'm like, 20:34 I don't know any DJs, and he's like, 20:37 you know, I'm a DJ. 20:39 And I'm like, really? 20:40 And he's like, oh, you should see my record collection. 20:42 And he took me to his apartment. 20:44 The guy had everything from the Smiths to everything. 20:47 And I was like, you wanna be a DJ? 20:50 And he's like, yes. 20:52 And I was like, how much to have you be the DJ? 20:54 And he's like, oh, wow, I'm gonna do this for free. 20:57 This is like why I'm doing it. 21:00 DJ was free, everything else, the Cowboys, security people, you come from that work. 21:05 They weren't cheap. 21:07 It worked and I, and it was great. 21:10 And even if it didn't, I had so many businesses that didn't work, best money I ever spent 21:14 because I was living that dream within that dream and it's like, if you're destitute, 21:19 if you're down, if you're divorced, if you're, hey, you're like, come up with 21:23 a goal, at least have a goal and have something that you're working on. 21:26 It's like 70% of the joy of accomplishing something you will feel just having something that you're working on it 21:33 So my whole life. I've always kind of had that mindset of how do I solve a problem? 21:39 How do I you know help somebody yeah, and if it if it works it works if it doesn't it doesn't well 21:45 I love that story because first of all you gave yourself credibility with this title and this business card 21:51 And with showing up, you know faking it till you making it till you made it with the outfit, right? 21:56 I think it's always so important if you're gonna invest anything invest in yourself and look at the part thousand 22:02 Maybe you have to drive the car even if you have to rent it for the day 22:05 Maybe you have to get that outfit on and have nothing else 22:08 But that will get you so far get that title get the credibility and then you had this idea 22:13 I think it's what you probably learned and you tell me is what worked and what didn't work 22:18 Which then sets you up for your next business to say oh wait I learned that lesson from doing this last thing 22:23 So I'm not gonna do it 22:24 And that's what's so important of trying these things out and where you might have 15 things on your resume 22:30 That are different businesses and that seems like a lot 22:33 But every single one must have been an amazing experience, so you know what not to do 22:37 Which is just as important in knowing what to do thousand percent and 22:41 Here's the thing with social media and the algorithm, and I don't want to sound like a tin foil 22:45 how person, but the negative stuff sells. That's what goes viral. If you're struggling in life right 22:52 now, you need to hear this from me. Most people are decent. Most people are good. If you stop 22:58 approaching the world of like, what can I get? I was wrong. I got to screw people over. It's a 23:04 totally wrong thing. And if you just start approaching the world like a lot like your 23:08 father with the spend time with snow shoveling, the world will start unveiling itself to 23:14 you of like it's simple and the other thing you need is you got to have some 23:18 courage right you have to have the courage to talk to people like you're 23:23 you're a beautiful woman okay my wife's a beautiful woman my wife is a 23:27 professional model when I met her I was like oh my god I can't believe I got a 23:29 date with the girl literally my wife was like nobody ever asks me are you an 23:37 electric garland customer with a smart meter having a smart meter doesn't 23:41 automatically mean you're on a smart price plan and if you're not you 23:45 could be missing out on savings. 23:47 Thousands of people have already moved 23:49 to a smart price plan. 23:51 Unlock the best value by upgrading 23:53 to an Electric Ireland smart price plan today. 23:56 Visit electricarland.ie. 23:59 Electric Ireland, making your world brighter. 24:03 SmartMeet required terms and conditions apply. 24:06 Don't miss a minute of United Soccer League action. 24:09 The USL Championship and USL League One 24:11 are on CBS Sports and ESPN platforms all season long. 24:15 With additional coverage on SiriusXMFC, Channel 188, and select matches available in Spanish on 2DNA, 24:23 it's your time to take part in building What's Next. 24:26 Visit uslchampionship.com or usleague1.com for complete listings. 24:32 Find your local club and be part of What's Next. 24:36 Today's episode is brought to you by Wavy Talk. 24:40 I think hair can say a lot about how you're feeling. 24:42 Some days you want to polish, blow out. 24:44 Other days you want to try something completely different. 24:47 Wavy Talk makes hair tools that give you room to play with your look, from dryers and curlers 24:52 to straighteners and styling tools. 24:54 What I like about their approach is that you don't have to be a professional to make 24:57 time for your hair. 24:58 Their tools are designed to make everyday styling feel easier and more accessible, whatever 25:03 look you're going for. 25:05 To explore Wavy Talk, scan the QR code on your screen or click the link in the 25:09 description. 25:14 I know a couple models by the way who are married to people and literally they'll look 25:19 at the guy to be funny and say how'd you get her and she will answer and say no one 25:24 ever asked me out and he did. 25:26 Correct. 25:27 That's the simple thing in life is like putting yourself out there like can I share a high 25:32 school story with you? 25:33 This is like an example of and I'm not saying this to brag or anything. 25:36 I'm telling you this because there are there is this and I was a dumb high school 25:42 kid. 25:42 I was 16 17 years old if I configure this problem out as simply as I could with 25:48 $0 like you guys can figure out any problem in the world. So I'm in high school. I was at Boulder high school in Boulder 25:56 There was a wheels 25:58 I think was the name of the roller skating rink it had closed down because roller skating wasn't popular anymore 26:02 But they made a a nightclub. Okay, and they had a night in the summers where it was teen night 26:09 And I was like this is amazing right it was the first time I heard Rob base like right about no and I was like 26:16 I love this right. I thought I was an awesome dancer. I'm sure I sucked 26:19 But I was like this is the coolest thing ever 26:21 I'm so happy it sucked a little bit though because I didn't have a car in high school 26:25 And I had to take the bus home after my first night there 26:29 Yeah 26:30 And the parking lot was really big and there was a Taco Bell and Taco Bell was just starting to blow up on the other 26:35 side of that parking lot and then the freaking RTD bus stop was in that and 26:39 like it was a great night my first time there I had fun I had to ride the bus 26:43 home I was sitting at that bus stop and all the kids with their jeeps and their 26:48 cars nobody was ever mean to me because I was nice to everybody but I could see 26:53 like they were like pathetic right I literally wrote a song it based on 26:57 vanilla ISIS song that had just come out that night I was like rolling on the 27:00 RTD with my head down low so the girls can't see me 60 cents you 27:04 gotta be crazy for this humiliation. They should pay me. I was at a low point, right? 27:08 Because I was like, this sucks. I need a car. And I was like, I really want to be 27:11 able to go to the teen night all summer long. But the problem is, I don't have a 27:15 car. There's a long line outside. And the way I always kind of my brain 27:20 always worked is, if I want to get stuff from some from people, the easiest 27:25 way is not to beg. The easiest way is not to force myself. The easiest way 27:28 is to make their life better. Well, again, the universe, God, whatever, 27:32 the force. The next morning my mom always read the paper and in her South 27:36 Boston act she's like, Matthew did you hear about the teen night thing you went 27:40 to last night? And I'm like what mom what's going on? She's like oh they're 27:43 shutting that down. Somebody had wrote a letter to the editor like of the 27:48 bolder daily camera that this is not good and this is debauchery going on 27:53 and teenagers should not be going to nightclubs and I'm like huh and I'm 27:58 I wonder how I can help this situation. 28:01 So I got on the bus, daytime. 28:03 I went to the Boulder Daily Camera. 28:05 I'm like, who's the editor here? 28:06 Is there an editor here? 28:07 And they're like, yeah, what's going on? 28:08 I'm like, you know, I'm not sure if it's for you, 28:11 right out of Easton University. 28:12 Like if you, I'm not sure if it's for you, 28:14 but it gets the other person to lean in. 28:16 And I have a perspective on the Rock Island 28:19 or whatever the name was. 28:20 I have the perspective on this Rock Island thing. 28:23 I'd love to share this idea with you guys. 28:26 And they're like, sure. 28:27 And some editor lady came down and she's like, 28:29 what's going on? 28:30 And I'm like, did you hear about the kids with the party 28:32 and up in the mountains in Boulder? 28:34 And there was a kid who rolled his truck 28:36 and there was kids, nobody died. 28:38 But I was like, you know, 28:40 I've gone to that Rock Island night. 28:42 And one thing I can tell you is there's security there. 28:46 There's bouncers there. 28:47 There's no keg there. 28:49 Kids can't buy alcohol there. 28:50 I said, I just wanna throw a different perspective. 28:53 The kids are gonna be kids and do stuff. 28:55 You might want to look into the other side of this story because as a high school student at Boulder High School 29:01 Like if you guys close that down 29:04 We're gonna go right back up into the foothills with pegs of beer and she was like I never thought about that again business cards 29:10 I was like, do you have a business card on you? 29:13 She's like sure and I'm like my name's Matt 29:15 You know I had to give her my mom's home phone number. I'm like call me 29:18 They never called me or anything. I immediately took the bus over to the Rock Island place 29:23 same day and I was like the people working it was the day time the club was 29:27 and open but there's people working there and I'm like hey you know I have 29:31 something going on with the Boulder Daily Camera I just thought you guys should 29:35 know about this and they're like hold on and they got this guy Tony whatever the 29:39 guy's name was he came is the freaking owner of the place and I'm like hey my 29:42 name's Matt I'm a high school student first of all dude Rob base was awesome 29:46 I was like this place is awesome this is the greatest place I heard that 29:49 that there was a article in the paper that came out, 29:52 not good, and he's like, oh, that sucks. 29:54 And I'm like, listen, I went down and told them, 29:58 they gotta keep this thing alive. 29:59 I talked to this editor lady, here's her business card. 30:03 You might wanna give her a call 30:05 and have a different perspective. 30:07 And this guy is like, he was like, who the hell is this guy? 30:09 Right, where did this guy come from? 30:11 Right? 30:11 Yeah. 30:12 And he was like, thank you so much. 30:14 I was like, it's my pleasure, like happy to help. 30:16 Like I love going here. 30:17 He's like, are you coming tonight? 30:19 And I was like, probably not. 30:21 And I used a word out at Easton University, 30:24 like never say you're sorry, never, embarrassed. 30:26 Everybody knows what it's like to be embarrassed. 30:29 And when you say, I'm embarrassed, 30:30 people will come to your defense 30:32 and they'll come to your rescue 30:33 and they'll wanna help. 30:33 It's a vulnerable word, yeah. 30:35 Correct, if you say this was wrong, 30:37 I was effed over, people wanna fight you, 30:39 but embarrassed is a weird word. 30:41 I'm like, I was so embarrassed last time. 30:42 He's like, what happened at my club? 30:43 I'm like, oh, it's not you guys. 30:45 You guys are great. 30:46 I had to sit at the bus stop and there's that long line of kids to get in I don't 30:51 typically it's hard for me to get a ride here as it is what it is he's like oh 30:56 man that sucks you know anything I can do to help you and I was like you know 31:00 there is a long line to get in if there was a way I could skip the line 31:07 with say a few of my friends I'd be able to get a ride here every night 31:12 Everybody would he's like no problem. You come to the front door if security's there you say Tony said let Matt and his gang in 31:21 This is where you let Matt and his gang in done for the whole rest of the summer 31:25 I call everybody with a car and I'd be like hey 31:27 I don't know if you're going to Rock Island tonight 31:30 But you know I'm friends with the owner if you guys want to skip the line 31:34 You know just come with me like oh awesome. I'm like up. I 31:38 I don't have a ride. 31:40 Oh, no, no, no, we'll pick you up. 31:41 And like back in the 90s, it was like shotgun was like, 31:44 right, super important real estate 31:47 in the social hierarchy of things. 31:49 Suddenly I went from not having a ride to, 31:52 if I did have a ride, I'd have to ride in that little cubby 31:54 in the back of somebody's Jeep behind the seat, 31:57 like all crouched down, but not skinny. 31:59 It was easy to shotgun. 32:01 And it's all be, it took me two hours of my time 32:05 to just go down there, give them a different perspective, 32:07 Go talk to the owner of this club hand them a business card. I don't know what happened with it 32:12 But I do know for the rest of that summer. I never had to walk 32:15 Stand in any line. I always had a ride. I enjoyed myself 32:19 It was great, but it's all because the puzzle pieces were just sitting there like here's an issue 32:26 I can have an impact on this issue 32:29 You can do so much good in this world by just looking at the outcome and not the dollars in the sense and the 32:35 How do I screw somebody over? 32:37 How do I leverage? 32:39 It's such a good lesson, 32:40 but the thing that I'm hearing in there 32:42 is you had the courage to leave your house, 32:45 get uncomfortable, have these conversations. 32:47 You didn't know how they were gonna go. 32:49 And I think a lot of kids these days don't. 32:52 And that's what's a little scary about this new generation. 32:55 You know, even my daughter who's 14, 32:58 you know, gets embarrassed to ask for butter 33:00 at the dinner table with a waiter 33:02 because she doesn't wanna open her mouth. 33:04 and I don't understand this young generation and as a parent and a parent who is more alpha than not 33:11 I'm always like what's happening and what are you learning in school that's per 33:15 You know, what are you not learning in school that you're not opening your mouth and you're not getting courageous? 33:20 So what are your some of your suggestions for people to even get that courage to open their mouth because I think 33:25 Kids think they're stupid or they don't think they have the experience or they're like 33:29 Well, what would anyone want to hear from me about? 33:31 first off 33:33 and I'll answer the question, but first off, 33:35 if you are in a bad space, if you are just a kid, 33:39 you have to realize there's a yin and yang to everything. 33:42 You being just a kid, or you being broke, 33:45 or you having nothing, there's a positive force behind that 33:48 because you have no agenda and also you have time, right? 33:53 And successful people don't have time. 33:54 Like so, realize first off, every single person, 33:58 if you're watching this or listening to this, 34:00 there is value that you can add to the world. 34:02 So don't be afraid to speak your voice yeah second off. I think the issue is back 34:08 And I don't know you look half. I don't know how old you are 51 34:12 Okay, you're you're right in my bracket. Okay when we were in our bracket 34:16 You couldn't DM somebody you couldn't text somebody in snapchat somebody so you had to go pass a note 34:22 You had to do this. I got my ass kicked a ton as a kid because fighting wasn't I didn't I'm good at fighting now 34:29 I didn't realize I could fight and get involved in jiu-jitsu until much later in life 34:32 I should have learned that when I was a kid, but I realized after a first few butt whoopens this ain't so bad 34:39 I didn't die in the first time I asked girls out like crazy, and I never had a girlfriend 34:44 But I was like it wasn't that humiliating right. I didn't die 34:47 I just learned to put myself out there and what I kind of thought about when I was a kid 34:52 And I'd lay in bed at night as I was like okay my life's a movie 34:56 right like am I gonna be the character in the movie that just does nothing and 35:00 just sits there or am I gonna be the star and by the way you don't have to be 35:04 you don't have to win to be the star of a movie there's plenty of good movies 35:07 yeah with an underdog and that's where I just always spoke up I always talked but 35:12 it was always in a positive like that was my kind of secret sauce is out 35:17 always and I still always spread positivity yeah like we just talked 35:22 about this at the Boca Raton, this club we're members to and I had a great 35:27 breakfast and the lady came over at the check and I'm like you know most of the 35:32 time we eat here it's great and I just saw her face be like oh and I was like 35:37 but today this is like on a scale of one to ten this was the 12th. This is the 35:42 best bacon I've ever had and I know you guys are busy and everything but 35:46 if there's any way you could just let the people know in the kitchen I 35:49 I don't know what's going on back there today, 35:51 but didn't make in magic. 35:52 And she was like almost crying. 35:55 Because I could tell that's all she deals with 35:58 is complaining, rich people all the time. 36:01 And for nothing else, I wanted to make her day. 36:05 And by the way, my food was genuinely fricking amazing. 36:08 It's always amazing there. 36:09 But it's like, if you can just start spreading 36:11 that little bit of positivity, who knows what would happen? 36:14 Like you're a good looking person. 36:17 If some guy wasn't creepy and was like, 36:19 Man, I love that green outfit today. 36:21 That's awesome. 36:22 You look great. 36:22 Like, have a great day. 36:24 Like there's no way you'd be like creep. 36:26 Right. 36:27 Don't work. 36:27 Then you're in a hole. 36:29 Who cares? 36:29 No, but and what's important about what you're saying is that that creates a conversation 36:34 or at least it's memorable. 36:36 I'll remember you next time. 36:38 Sure. 36:38 I see you and I remember things like that because in your own head, you have a million 36:42 and a half insecurities, right? 36:44 So anything someone says to me that's positive, it does stand out, you know. 36:47 And so the other thing I was going to say about the story you were telling me is it reminds me how important it 36:53 Every interaction is because it creates a new relationship 36:56 Even if it's for a second, but that split second interaction opens your Rolodex 37:01 Which later becomes important and I learned this early on 37:05 Working in nightclubs in Vegas getting everyone's card going and stopping it from the taxi driver to the every concierge 37:12 My job was to bring in guests to this new club, which was called tau 37:16 it hadn't opened. Oh, I went there with my wife on a date. Really? In the day. Yes. I moved from 37:21 New York to open that club. Thank you for doing that. We had a wonderful time. You're welcome. 37:26 And it had the best customer service of any club anywhere in the world. Was it in MGM? Yes. It was 37:32 in the Venetian. Venetian. But what we were taught before we were open is to do this outreach. 37:37 And we spent two months doing outreach before we opened and then it was required every week 37:42 to do it during the day, and it was to go literally everywhere and meet everyone so that 37:47 you were the person that they needed, right? You went with, hey, I don't need anything from you, 37:52 but I just want you to know me because if you meet someone that comes in your cab, 37:56 if you meet someone that comes in as, you're the concierge, they're going to want to know 38:00 where to go, you now know me. I'm your girl. Call me anytime you want. And that is a 38:04 skill that I take with me now. So business cards aren't necessarily a thing anymore, 38:09 You know because you can just like get somebody's number on your phone and you know, it should be easier now to do 38:14 Right exactly and we've screwed it up. It's harder. It is harder 38:17 But my biggest lesson from that is every interaction 38:21 You don't know who you'll meet from that interaction or what that will turn into and so I always tell everyone from my daughter 38:27 To my husband 38:28 Anyone you meet is important and get to know them and be vulnerable and talk about these things 38:32 Even if it's for three minutes because you never know when that person will say wait a minute 38:38 I met a guy four years ago and he's in security 38:41 and like, wait a minute, let me put you in touch 38:43 and that could be a $4 million deal. 38:46 100% and on top of that, 38:48 there's an added layer to that as well too. 38:50 Like if you were a major league baseball player, 38:53 I guarantee you you're going to the batting cages 38:55 every day, right? 38:56 So even if it's not, 38:58 there's gonna be something that comes from this, 39:00 you're getting an at bat, you're getting a rep. 39:03 You're getting the ability to make eye contact 39:06 with somebody, the ability to shake a hand, 39:08 the ability even just to how you're doing, 39:10 if you can do 10,000, great to see you, thank you so much. 39:14 May I please, may I please have an orange juice, right? 39:18 Like if you can be skillful in the, 39:20 success happens in the margins. 39:22 If you can be skillful in the little throwaway moments, 39:24 you're gonna naturally have a reflexive response 39:29 when it really means everything. 39:32 And I think that's where people screw it up 39:33 in their careers and in their personal life. 39:35 If it's like, okay, I don't want to date this person. 39:38 I don't want anything from this person. 39:39 So I'm just going to switch off. 39:42 No, like just be switched on all the time. 39:45 Be aware of your surroundings all the time. 39:47 And then when those moments do come, 39:49 not only will you have taken the step forward 39:51 to take advantage of it, 39:52 but it's going to be muscle memory for you. 39:56 And that's what I tell my kids. 39:57 And I'm like ordering your food is a perfect opportunity 40:00 for you to realize how to navigate the world, 40:03 Right how to be calm how to be cool how to be collected how to organize your thoughts how to talk and I'm sorry guys 40:10 Life isn't fair. There's there's cheat codes though. Yeah, like how do you do this? 40:14 How do you do that? And if you can't figure it out ask a question? Yeah, right? Yeah simple like if 40:21 If there was somebody to pull up in a Bugatti and like I still do this and I live a okay life, right? 40:27 But like and in my my family will vouch for it. Somebody pulls up in a Bugatti. I am not like wow 40:34 How did you get that car? You know what I say? Thank you. They're like, what are you talking about? 40:39 I'm like, thank you so much for bringing this car out today 40:43 Like you are literally making the world a better place and like I just got to see this car 40:50 You just made my day. Thank you so much walk off, right? 40:54 it's like I just put positive energy out there into the world every now and then 41:00 somebody's like hey who's that guy yeah and they come back to me but what I'm 41:04 trying to say is because there's a lot of like sales coaches and people that 41:06 teach you how to manipulate people I'm not saying this in a manipulative way 41:09 yeah but just vibrate at a frequency of like helpfulness and if you can't 41:16 help be positive right and and don't always be asking for something 41:20 That's correct. Yeah, right like it like my career 41:23 When I worked for companies always was like hockey stick off the charts because I could sell the hell out of anything 41:29 But also what people didn't see is if there was a new like you guys when I spoke for you guys 41:35 And I'm not gonna give any top-secret information out or anything. You guys have some freaking major plans 41:41 Yeah, we'll just leave it at that some major plans 41:44 If I was in that boardroom that I talked to you guys about and I was on that team 41:49 I would have probably gone up to Dan afterwards and been like hey Dan. I just want to let you know like I really appreciate 41:56 You putting it out here on the line you trying to expand this business 42:00 You trying to grow this is incredible and I'm excited to be on the team 42:05 Like anything you need from me even if you just want to bounce an idea off of somebody or get a second opinion 42:11 I know you guys are looking. I use these exact same words 42:13 I know you guys are looking for a new regional VP of sales anything I can do to give you feedback on that 42:18 I'm here for you. Those are the people that the Dan's of the world are like who the hell is that guy? 42:22 Like I'm for big they're like who the hell is that like that's a mad Easton guy. Like what? 42:26 Why isn't he the VP of right, right? 42:28 Because but I never I've never once gone into an executive's office and been like hey 42:32 I'm 400% a plan and I'm not getting paid enough 42:35 I was like thank you so much anything I can do to help hey 42:39 I noticed that territories down if you want somebody to step in and take that over like I'm 42:44 Deal me in right right with no agenda 42:46 And then all of a sudden all of this evil in the world all of this 42:50 You know the CEO's an asshole and blah blah blah blah you'll start to see all of that peel away 42:56 The CEO's may be a jerk because every time somebody talks to the CEO. It's a complaint. Yeah, right 43:02 It's a this is screwed up or I'm not getting paid enough 43:05 Just be that vibrational force of like dude 43:09 I'm gonna get dividends from this because I'm making 43:13 things better. Well, what do you think of those know-it-alls though that come in? 43:16 I feel like that kind of also backfires because they walk in and they're like, 43:20 this guy's stupid. This guy doesn't know what he's doing. I know how to get this 43:23 done. I'm a know-it-all. Sometimes I think that backfires too. 100%. And I feel like 43:27 that communication with that CEO might be like what you said before. I don't 43:31 know if this is right for you, but this is what I'm thinking, you know, 43:34 that kind of verbiage that you gave to almost bounce things off of and 43:39 and not be that no at all. 43:40 Cause I think that aggressiveness sometimes backfires. 43:43 Yeah, and I teach like processes around this 43:46 cause I'm very process driven, 43:47 but I'll just give you the highlight for your personal life. 43:49 Like ego is your enemy and you can be right 43:54 or you can be happy, rich, successful, fulfilled, 43:59 but it's very difficult to be both right, 44:02 happy, rich, successful and fulfilled. 44:04 And what I learned at like eight, nine, 10 years old 44:07 is if I wanted somebody to do something that they were exponentially more likely to do the thing that 44:14 I wanted them to do, if it was their idea, right? And the world has this twisted. They think, 44:22 if I have the best idea and I'm right, all I have to do is tell somebody how right I am, 44:25 well, this is like jiu-jitsu, that's why my ears are screwed up. If I push on you, 44:29 you're going to push back on me, right? So it's just jiu-jitsu for life. Like, 44:33 That's why like when I teach people how to close I say you say does it make sense to blank? 44:39 Because if I ask you does it make sense 44:41 For us to meet with the board on this. I haven't told you to do anything 44:45 I'm not saying we have to meet with the board and I'm giving you all the power right right and I'm not 44:50 I'm not saying does that make sense and allowing that conversation right? 44:54 I'm allowing you to make the decision. I'm allowing you to be in control and if you say no 44:58 I'm gonna go totally understand. What's a good next step? 45:01 Right and now all of a sudden you're gonna think about it differently be like well shit 45:04 I don't even know what the good next step 45:06 So I think I want to get into your cheat sheet because I think that's really important for people to hear 45:09 But before we do that, I just want to know like what you know when I go on Instagram 45:14 I see hundreds of people on there that call themselves 45:19 Sales coaches or life coaches and they have millions of followers 45:23 Yeah, and they're kind of giving all the same information, but I don't really know who they are or if they've ever done anything 45:28 Yeah, and so I guess I want a couple answers here like how did you learn the things you learned to get it, right? 45:36 And what do you think of these people online like should you know? 45:39 Because all they're doing is really doing a sales pitch for themselves, which is like buy my yeah 45:43 Buy my you know version of by my university by my class to buy my whatever 45:47 And how do we know that they really know what the fuck they're doing besides getting you to do a good job in buying? 45:52 There's their stuff. Well, I think a lot of them are doing a better job than me because they do have millions 45:56 I think I have one million followers just barely if you took all of my accounts and lump them together, right? 46:02 But I'm also not spending a million dollars a month in advertising. I think where it's different with sales in their defense 46:08 I think most of those people came from and I'm not trying to be disrespectful or anything, but they came from retail 46:15 Sales and by the way like automotive sales. It's a retail set. It's a retail transaction, right? 46:20 And so they're all just kind of regurgitating the same ways of how I can either trick you or manipulate you 46:26 where I'm going to change my voice tone, 46:28 or some sort of reverse psychology stuff. 46:31 Where Easton University came from, 46:33 and to answer your question of how I'm so successful, 46:35 is I never really worked in retail. 46:38 I'm a consultant solution type person. 46:42 But where I learned that is not in school. 46:45 I learned that from being eight years old, 16 years old. 46:48 I don't want to be writing rap songs 46:49 about how humiliating the bus is. 46:51 I want to get involved with the ownership of this place. 46:55 What that what's going on in their world? Yeah, how do I deliver an insight to both the bolder daily camera and the club owner? 47:03 That maybe you guys shouldn't be 47:05 Fighting with each other on this right and then get me help 47:09 So that's why and that did one thing where we're different 47:12 We've got like 2,600 video testimonials our stuff people are like I had no idea it was this simple right like but there's no I 47:19 I am not the sales coach for you 47:22 and I'm not the coach for you. 47:23 I'm not a life coach in general. 47:25 If you wanna learn like, how do I manipulate somebody? 47:29 How do I trick somebody? 47:31 I just don't believe that that stuff works. 47:34 I think, and I hate to use the word sales 47:36 because I don't wanna be able to turn off 47:37 but everything in life is sales. 47:39 That's what I was gonna say next. 47:40 Yeah. 47:40 And it's important for you to talk about that 47:42 for a second. 47:44 Relationship, interaction, interaction with the people 47:47 at the store. 47:48 or any interaction you have is something. 47:49 Even getting your food, 47:50 like to your point with your daughter, 47:52 like there's a sale going on in it. 47:54 Yeah, it's skill, it's skillful, 47:57 process driven communication, right? 47:59 And it's just like football, 48:00 like your husband played football at a very high level. 48:03 You cannot just be an athlete and be skillful at football. 48:06 You have to understand the play. 48:07 You have to be able to read the defense 48:09 or read the offense. 48:10 You have to understand this. 48:11 When you understand that stuff, 48:12 all of a sudden you can just gracefully 48:15 kind of go through life and the cool thing about life versus football is 48:20 there is no score right so you can try you can have 15 moments in a day where 48:26 you're like man I handle that bad or I handle that poorly and you can 48:29 constantly get 1% better throughout if you just start embracing and going I 48:35 just need to figure out how what are the forces what are the things that I 48:39 need to say how do I skillfully get my point across what's this other 48:42 person's perspective. How do I have empathy on what they're going through and be able to communicate? 48:48 And I think the most exciting thing about the time that we're living in right now is communications 48:52 dead. It totally sucks. Yeah. The few people that figure out how to communicate, even at the 48:59 level I could communicate when I was 10 years old, are all going to be the world is their 49:05 oyster. Yeah. Like you only have to have a smidgen of confidence and skillfulness. And 49:12 And the world will literally roll out the red carpet for you. 49:15 Because nobody's confident anymore. 49:17 They're arrogant. 49:18 There's a huge difference between being confident and arrogant. 49:20 There's arrogant a-holes everywhere. 49:22 Nobody's confident and nobody's skillful. 49:24 Nobody's looking at the situation and going, man, this flight just got canceled. 49:28 Everybody's going to run to this. 49:29 What's the skillful way for me to make sure I'm on the next flight? 49:32 You know what? 49:34 I think it's such a skill to be able to say and be humble and say, I don't 49:38 know the answer to that, but I know how to get it and I'll get it for you. 49:40 And I think so many people get arrogant because they don't have the answer and they just want to walk 49:45 You know talk their way through the fact that they feel dumb 49:47 Instead of saying where they lie you make up bullshit right right you just said something right out of Easton University 49:53 That's I say if you don't know the answer great question 49:55 Let me figure it out and then throw this when you say you want to know about this 50:00 Can you give me a specific example? 50:03 By the way tip for you in life you want to get dates you want to get a promotion 50:07 You want to get the situation with the bank that you're in like it's a lot of it is in specific examples 50:14 Let the other person give you specific examples a lot of the time when they're talking 50:19 They'll solve the problem all by themselves right again 50:21 Do you want to be right or do you want the problem solved right? 50:25 But then be humble enough to be like I don't know the answer that that's fantastic 50:29 I will find the answer yeah, and then go get the answer 50:31 But have a specific example of why the hell they want that answer so for you guys that are listening 50:37 I think it's important whether or not you're sitting at home 50:39 You haven't started your business yet and you're trying to figure out if I start a business 50:43 How am I going to market it? How am I going to let people know? 50:46 How am I going to have people buy the t-shirt that I'm making or whatever all the way to the biggest company that you may 50:52 Own and sales isn't going great. For example, we know that Dan is working on this new business development team 50:58 I know from having an inbox for my email on a daily basis 51:02 I get a lot of sales pitches on all sorts of things that mean nothing to me 51:06 Can you throw up a little bit? 51:07 Well, they're all the same because they're AI. 51:10 And so I want to talk about AI for a second. 51:12 I think a lot of people think the way to do it now 51:16 is to buy these AI apps or whatever that target whatever 51:24 they think their target audience is. 51:26 And they put some ridiculous thing in there 51:28 that makes no sense. 51:29 And I just click out of them, even if it's a real person, 51:31 because I don't get it. 51:32 They don't put things in there that really stand out to me. 51:35 So first of all, I want to ask you a question about AI 51:37 and the replacement of like real interaction 51:41 when you're having those initial conversations. 51:43 Should people be casting that wide net with AI 51:46 or do you think everything has to be, you know, 51:49 checking off the box, looking through LinkedIn, 51:51 finding the people they want to target? 51:53 There's a third avenue. 51:54 Oh, okay. 51:54 You don't have to do either. 51:56 And AI is the greatest, especially for Sonic. 51:58 Man, I have a billion dollars 52:00 if I had AI back when I was in my 20s. 52:03 Why? 52:03 I understand how to use it. 52:04 And I'm not bragging or anything. 52:05 I'm just saying, I have a different perspective 52:07 on how to use it. 52:08 I'm not spamming the hell out of somebody, right? 52:10 I'm using ESP, the Eastern Sales Process. 52:13 So if I'm gonna send you your VP of marketing, right? 52:17 At, I don't wanna say company names or anything, 52:19 let's just say Dan's company. 52:21 My title of my email might be my name, 52:24 a vertical bar, and my phone number. 52:26 And the email might be, 52:28 hey, you and I are, 52:29 I always gotta let you know how we're connected, right? 52:31 AI is never gonna let them know how we're connected. 52:33 And I'm not going to say because we both went to Tau because AI did deep research and know that you helped build Tau. 52:40 You and I are connected. I work with a lot of the top VPs of marketing for emerging companies, especially in the DOD and defense space. 52:49 There is something going on, Rachel, that every VP of marketing is having to deal with. Absolutely nobody's talking about it. 52:55 I wanted to make sure you were aware of it. That's an email you're probably going to open. 52:59 And that's an email that when you read it, 53:00 you're probably gonna go, 53:01 I'm 99% sure that this is a frickin' sales pitch. 53:06 But what if it's not? 53:07 And that's where Matt Easton is different 53:09 than other sales coaches. 53:10 I'm genuinely gonna make good on that promise 53:13 when you call me. 53:15 But also, I love that you're putting 53:16 your phone number in it, 53:17 because most of these emails that I get is like, 53:20 who is this person? 53:21 Trying to sell my company 400 grand worth of stuff 53:23 and I'm slightly interested and then I'm like, 53:25 there's not even a phone number. 53:27 There's a book of time on my 53:31 Calendly which by the way worst stupidest tool ever if you want to generate money or improve your life 53:37 Don't make somebody book a time. Call me day or night. Yeah, like I mean you reached out to me on the show 53:43 I think I reached out to you in four minutes or less right like hell. Yeah, I've I don't know a ton about you 53:48 Yeah, my wife does my wife's like holy shit 53:51 that I'm like, boom, boom, boom, boom. 53:53 Yeah, how can I help, right? 53:55 Like, yeah, put your phone number on there. 53:56 But to put a bow on the AI thing, 54:00 you don't use it to do your job for you. 54:03 Use it to, if you were looking at, 54:08 somebody's gonna tie you to a chair 54:10 and execute you in 30 days. 54:13 If you don't close this one single deal, 54:16 or get this one promotion, you're dead. 54:18 Your life is over. 54:19 What is the research that you would do to prepare for that conversation if you had a month to do it? 54:25 Yeah, if you use chat gpt clod and thropic, whatever it is if you use those tools, right in 54:30 Three seconds you can do research and like when I met with Dan's company. I thought of an idea 54:37 Organically on my own. I was like, huh? I wonder why somebody would hire Dan's company, right? 54:43 Okay, first and foremost they need to be secure at the event if I was a VP of marketing 54:48 Okay, I'm checking the box need it. It's like snow shoveling. You need to have snow 54:53 But it's like what's going on with where is that balance between keeping everybody safe? 55:01 secure 55:02 Organized right and delivering an excellent customer experience, right because those two things 55:09 Could be diametrically opposed, right? 55:12 I don't know if I did a good job or not. I'd work for the company for 30 minutes 55:16 You did a great job. Yeah, I gave an example of if I was BMW and I'm introducing the electric x5 or whatever at 55:24 South by Southwest 55:26 How did I come up with that? I was like, what's an example of somebody that would hire Dan's company? 55:31 Yeah, I'm like an automotive company. Where do they go south by south? Then I use I'll just tell you my cheat code 55:36 I just said do deep deep research on Dan's company do deep deep research on BMW 55:42 And tell me all the things that they would need to be alert for and aware of if they were rolling out a new product 55:49 Right and all of a sudden AI helped me with hey, you need to check by the way Dan confirmed this 55:54 He's like yeah, everybody has a phone right one misstep 55:58 Forget even safety because that's paramount, but one misstep. They're all gonna film it 56:03 It's like I was able to prepare for that one hour with your people 56:07 for a month, for 45 days because I had a tool that helped me. 56:12 But what I didn't have the tool do, 56:14 write an email over to Rachel that like I used it 56:19 to augment my ideas and my passion. 56:22 And I think that's where it's gonna separate 56:24 the AI people are just gonna have AI be their proxy 56:29 for them. 56:29 That's not gonna work. 56:30 Well, also, and it's very obvious 56:32 like I'll get those emails. 56:33 Sometimes I will go on the calendar 56:35 and I'll make the appointment, we get a face time, 56:39 and then it's someone who's like, 56:40 tell me about your company, and then I get pissed. 56:43 For sure, how do you do that? 56:44 This is a waste of my time. 56:46 You pitched me, I'm here, so what's your sales pitch to me? 56:50 Why do I need you? 56:51 And literally within five minutes, 56:52 I'm usually like, this isn't working for me, 56:54 I can do this on my own, but thank you very much. 56:56 And you're different, 56:56 because you have the courage to disconnect. 56:59 Most people out there listen to the whole damn thing. 57:02 That's bad for both people. 57:03 Because now your time is wasted, 57:05 But what happens to the salesperson? 57:07 They're going I talked to the great and powerful Rachel Yucatel for 30 minutes 57:13 Right, and she's super interested and they're reporting that up to their senior leadership that there's a deal there, right? 57:19 It's just a never-ending 57:21 cycle of nonsense of not closing anything, right? 57:24 Like if I was gonna call you I would deliver an insight maybe it would be around how do you balance in marketing? 57:31 the customer experience and the safety of the organization. 57:33 And I would always be asking, how are you dealing with that? 57:37 And if you said we have it covered, what would I say? 57:39 Can when you say you have it covered, 57:41 can you give me a specific example? 57:44 Now all of a sudden, I'm not having to fight you 57:45 and say, clearly you don't have it covered. 57:48 You're gonna do that job for me. 57:50 So what are some of your ideas for people who are, 57:53 again, starting a new company and trying to figure out 57:55 that target audience to reach out to them 57:57 if they're not having an AI company blanket target people 58:02 so that they're in the incoming email business 58:05 of people that they don't even know, 58:07 like how do you think it's best to reach people 58:10 that you wanna talk to? 58:12 Like do you go on LinkedIn? 58:13 Do you teach your students to research people 58:17 in a certain way that we wouldn't know about? 58:19 Yeah, 100% but there's even a step back 58:22 and again, my ways clearly not the best way 58:25 because as you mentioned, it is the best way, 58:29 but in terms of if you just wanna build 58:32 something that's complete, bullshit, 58:35 like my way is not the way. 58:37 But if I was starting a business, 58:39 I would go deep into what the hell is going on 58:41 in the world, what's the problem? 58:43 I would wanna focus on things, content and material 58:46 that is, and this is a key principle at Easton University 58:50 and a key principle in my life 58:51 that is going to be helpful to you 58:54 whether you do business with me or not. 58:58 This is gonna be helpful to you 59:00 whether you give me that job. 59:01 And by the way, that's what we were talking about before 59:03 that they might not hire you, but they'll remember you. 59:06 So when it fails with someone else, 59:08 they might come back to you 59:09 or at least, you know, they'll have that interaction 59:11 and be like, that was a standup guy. 59:13 He didn't just push me to hire him. 59:14 It's good karma. 59:15 Whatever you believe in, I grew up in Boulder. 59:17 So the word karma was thrown around a lot. 59:19 It's just good karma, right? 59:21 So and the other piece back that I want to give people in the step back because nobody has ever talked about this on planet 59:27 EaRTH and I'm gonna tell you right now if you are like on the fence of like I want to get a promotion 59:32 I want to get into this industry. I want to start this business 59:35 Start do it 59:37 Like you don't have to succeed to feel validated like don't just sit on the sidelines and be like 59:43 I'm not gonna do this or almost worse 59:46 I am gonna do this 59:47 but I'm not gonna take a step forward until it's perfect. 59:50 In the world of social media, in the world of a, 59:53 everybody is like, oh, I've got a great idea, 59:55 but I don't have access to a studio like this. 59:58 And I don't have a, just put yourself out there. 60:02 Make the call. 60:03 This is literally like gambling 60:04 and like when you spend a lot of time in Vegas, right? 60:07 Gambling, the problem with Vegas, 60:09 gambling is your chips run out. 60:11 In life, your chips never run out, Rachel. 60:13 So if you're gonna start a business, 60:14 like don't do anything unethical, 60:17 don't treat people like crap, 60:18 but it's okay for you to start making calls 60:21 before you ever had a product. 60:22 I didn't even know what a rave was. 60:24 And I started the conversations. 60:26 And you're in the game, you're learning, 60:29 you're getting better. 60:30 Those failures will help improve you, 60:32 like just put it out there. 60:34 But to your, like what I talk to my students about 60:37 is like what is an insight 60:39 that would be helpful for people? 60:41 And you have to realize 60:42 that you're more knowledgeable than Forester, than McKinsey, than Gartner in your space, 60:47 figure out something that you can go and help somebody with that's helpful for them, 60:52 whether they do business with you or not, and then follow, like we have a whole process that 60:55 you can follow in the sales process of like, how do you monetize this? How do you file, like 60:59 that's all sales stuff. But it all starts with having the courage to start the conversation 61:06 And put yourself out there and be a human and be helpful and don't expect anything of anybody else 61:12 Because you can do that a thousand times a year. That's three 61:16 All you gotta do is what 2.3 times a day 61:18 Put yourself out there and a thousand times a year you've put out into the universe 61:22 That you're trying to get in that you're trying to get your little b-player NPC character in the movie 61:28 Into a speaking role right like the easiest way to get into a speaking role is to speak 61:33 right to open your mouth very good advice yeah like are you an electric 61:39 garland customer with a smart meter having a smart meter doesn't 61:43 automatically mean you're on a smart price plan and if you're not you could 61:47 be missing out on savings thousands of people have already moved to a smart 61:51 price plan unlock the best value by upgrading to an electric garland smart 61:56 price plan today visit electric garland.ie electric garland making your 62:02 a world brighter. SmartMete required terms and conditions apply. 62:07 Don't miss a minute of United Soccer League action. The USL Championship and USL League 62:12 1 are on CBS Sports and ESPN platforms all season long. With additional coverage on 62:18 SiriusXMFC, Channel 188, and select matches available in Spanish on 2DNA, it's your 62:25 time to take part in building what's next. Visit uslchampionship.com or usleague1.com 62:32 For complete listings find your local club and be part of what's next just put yourself out there. Yeah 62:39 Okay, we could talk all day, but let's don't miss the usl championship final on CBS 62:43 November 21st at noon Eastern will the Pittsburgh Riverhounds retain their crown or will a new title winner emerge 62:50 Don't miss the conclusion to the 2026 season Saturday 62:54 November 21st at noon Eastern on CBS to a couple rapid-fire sales clinic questions 63:01 I'm just for people and then I want to remind people that if they want to hear more from you 63:05 They should go to your Instagram. They should look at your university at which we will talk about at the end here 63:11 But a couple things 63:13 Why should we stop saying I'm just checking in or I'm circling back. What should we stay say instead? Okay? 63:19 I'm just checking in. I'm just following up. It's commissioned breath, right? You're like, let's just be honest 63:24 Why are you checking in or following up because you want their money, right? 63:27 If you understand the clothes and you in your skillful you can say I'm calling to see if it makes sense to blank 63:34 Right by the way, if somebody has said they're going to sign a contract don't check in or follow up on the contract 63:40 And for sure don't say do you have any questions on the contract? 63:42 Why haven't they signed the contract the highest probability is because I lay in bed at night thinking about this stuff 63:47 They're lazy and they're distracted and shit happens, right? 63:50 So just say hey wanted to make sure you had the contract so you can 63:55 attach the outcome, get this business from 17 million 63:58 to 665 million over the next 10 years 64:00 without additional unnecessary hires. 64:04 I'm gonna send it over to your Gmail right now 64:06 I'm on mobile 720-660-3202, right? 64:10 Right. 64:10 If they have questions, the last questions, 64:12 there's nothing good comes from checking in 64:15 and following up. 64:15 Again, have a purpose, understand, be next step 64:18 obsessed and be focused on that next step. 64:21 How do you ask an uncomfortable question 64:23 and without sounding aggressive? 64:25 Just out of curiosity, put that softener in front of it. 64:29 And by the way, that softener of just out of curiosity 64:32 is gonna help you and you're gonna need it a lot less 64:35 because you're gonna start to realize 64:36 that all these questions you thought were uncomfortable, 64:39 that's where the good stuff is in life. 64:41 But if you're unsure, you've got a daughter, right? 64:44 My daughter would roll her eyes at this all the time 64:46 because both my kids are like straight and narrow. 64:49 But I would be like, hey Bella, you're going to LMU 64:52 And because I had to write the check for it and Loyola Mary mountain LA. I'm like just out of curiosity 64:58 Is there any cocaine at the parties there is very different than hey Bella? 65:03 Are you guys doing blow at the parties right put it just out of curiosity in front of it? 65:07 It takes the temperature down a little bit because it's just out of curiosity just out of curiosity 65:12 Where are you guys at in terms of top-line revenue right now? Where do you want to be just out of curiosity? 65:17 What are the issues you're having with your current logistics supplier? 65:20 It makes it just out of curiosity love it 65:23 Why do most cold calls fail within the first few seconds because they lead to a pitch? 65:29 It's a pitch or an insult 65:31 Okay, an insult and that is I noticed your website screwed up. How many of those do you get I noticed your SEO your local 65:39 You're missing out on this you you're wasting too much time too much money 65:43 So lead with an insight and then put this who you are and how you're connected, right? 65:47 So always on a cold call you need to let them know who you are and how you're connected if you're like 65:51 Well, I'm not connected to this person figure it out dumb dumb right like I sat in the parking lot 65:56 At the night club you can figure out you and I are connected because I manage all of the relationships with emerging businesses in the defense sector 66:04 Right. There's your connection 66:07 Yes 66:10 One more time. Okay 66:12 Why do most cold calls fail within the first few seconds most cold calls fail in the first few seconds because they're complete garbage 66:17 You're leading with a pitch, if I could have five minutes of your time, I'd love to show 66:21 you about this. 66:22 Or the majority of them are leading with an insult. 66:25 You're insulting the person. 66:27 Your business is screwed up. 66:28 This is messed up. 66:29 You need to change this. 66:31 Let them know who you are, how you're connected, and then deliver a hook that leads to 66:36 an insight. 66:37 Right? 66:38 There's something going on that every CFO is having to deal with. 66:42 Nobody's talking about it. 66:43 I wanted to make sure you were aware of it. 66:44 Yeah, have it bring to a natural conversation that does not insult them or try and sell them anything a 66:50 Potential client ghosts you what should your next follow-up say or be at all? 66:55 this is a fantastic question Rachel and 66:58 This is something that we get wrong. We are paranoid 67:01 We are a paranoid species and 67:03 Somebody ghosts you in your head by the way the world high the world is always way more nice than you think it is 67:10 And you're not a screwed up as you think you are 67:13 So when somebody's ghosting us we're like they don't want my stuff. They're not interested 67:16 They went with somebody else stop trying to read people's mind, right? 67:20 So if somebody ghosts you here's where everybody screws up 67:22 They'll start this and you get this in your inbox. This skits a phrenic 67:26 Like the guy that got the girls number at the nightclub that leaves the messages on her voicemail like 16 of them in a 67:33 Night and the last one is always like if you weren't interested in me. I don't know why you gave me your number 67:37 It's like bro. She left her phone in the cab like just 67:40 just call in to see if it makes sense to blank and stay in that pattern. 67:45 And when they, by the way, if you don't change your message, they'll eventually call you back 67:50 and when they do, a lot of times they'll be like, man, I'm so sorry I didn't get back 67:54 to you. 67:54 Our kid heard his ankle in practice and we've been messing with it, didn't even notice. 68:00 Isn't it interesting how many times you go through your head and because of your own 68:04 experience, you're answering for them? 68:06 Correct. 68:07 And it's always the worst. 68:08 It's always the worst. 68:09 And by the way, I will tell a funny story that I would never normally tell that but you reminded me of it 68:14 I had been dating a guy like four times. This is decades ago, but I was at a party with him 68:21 There was a bunch of girlfriends of mine there and we left in separate cabs to go to a second party 68:26 I left my phone in the house that we were in and somehow, you know 68:31 It was we didn't have ubers back then it was cabs and I didn't really know where the party was 68:35 I ended up going home. I get home 68:37 I go to sleep, you know the end of the night wake up in the morning, and I didn't even realize that I had really left the phone 68:44 I mean I kind of did but I didn't pay attention 68:46 I wake up in the morning couldn't find the phone again. So I this is when you could call your voicemail and check it 68:51 Yeah, 11 message you go started off with hey Rachel. I just got to the party, you know, can't wait to see you 68:57 Hey, I'm here. I'm in the back room not a third message. Hey Rachel. Are you still coming fast forward to the last message? 69:04 Don't ever fucking call me again, you bitch. 69:09 And I'm like, I finally get my phone back 69:13 and I leave him a message. 69:14 I go, I left my phone at Eduardo's house. 69:18 Your friend had no idea where you were 69:20 and how to reach you. 69:21 Don't ever call me again. 69:23 Cause I saw the arc of what he went through in his mind 69:26 and I was like, this is nuts, 69:28 but I love that you're saying that. 69:30 It's the same in your personal life. 69:32 If everything I teach at Easton University 69:33 works in your personal life too, stop reading into it. 69:36 Stop, you're not gonna be a mind reader, right? 69:40 Like yes, follow the damn process. 69:42 So I'm not a salesperson, but somebody told me 69:44 that the best answer besides yes, I want your business 69:48 is no because they know to walk away. 69:51 So my question for you, and I don't know 69:53 if that's right or not, and you can answer that, 69:54 but how many times should you follow up 69:56 before accepting the answer is no? 69:58 Depends on how busy you are. 70:00 And what I mean by that is like, I personally am, I think, working over 3,000 different 70:04 opportunities right now. 70:05 How could somebody humanly do that because I have an organized process for doing that? 70:09 So I'm not even thinking in the zip code of like, I'm just following, they're going 70:13 in different buckets in my pipeline, but I'm never trying to kill a relationship 70:17 because I don't know what's going to happen. 70:19 So I don't really agree with the sales coach and it's like, get a fast, no easy. 70:24 I would rather deliver a net, what we teach at East New University is a NOS and net 70:28 outcome statement. 70:28 Hey, totally understand I will be here when you need blank and the blank is not what you're selling the blank is the outcome 70:34 So in your father's case, hey, no problem understand 70:37 You got you know your own shovel and that blow or anything 70:40 I'll be here when you need to spend time with the kids on the you know over the weekend 70:44 It's one less thing to worry about fair enough, right and they'll come back 70:48 If somebody says it's too expensive. What do you say next? The problem with too expensive is 70:55 You didn't monetize the deal 70:58 You didn't figure out what the outcome they're trying to achieve is and 71:02 Monetize the deal before you gave them the price now 71:04 The answer is not don't tell somebody your price because then you sound like a used car salesman 71:08 I can't tell you your price until we have a discovery right here's what you got to realize what I realized at eight ten years old 71:14 People can't object to the price. They can't object to your product. They can't object to your solution 71:18 They can't object to you if you haven't talked about your price your product your solution or you 71:23 This is why you have to talk about them in the beginning. What's going on in their world? 71:27 How are they dealing with that? What is their current situation look like? 71:30 What where do they want to go and then simply and skillfully you can pivot when you're ready to talk about yourself Rachel? 71:37 What do you know about us or if it's an inbound lead? What what research have you done on us? 71:42 Right because of the fact that you said you're trying to get to this you've got that you've got the rollout with the new 71:47 BMW you want to make sure customers here's what I'd write. Oh my god. That's so expensive 71:51 Right, right based on everything we said there's an addition you guys are trying to do an additional 15,000 units right on this 71:58 BMW X5 that's why I would scope it out the way now once you understand the problem unless you're a 72:04 Scumbag and trying to overcharge people which that's never gonna work 72:08 The price is always gonna match up with the outcome is the problem is people wait until they hear it's too expensive 72:13 And then they try and go back right and go well tell me about how you're gonna use it, right? 72:19 or they discount something, which then seems... 72:22 Discounting is the dumbest thing you could ever do 72:24 because it creates a death loop. 72:25 You have to understand, and I figured this out as a teenager, 72:28 if you give somebody a discount, you're creating a loop 72:31 that whenever they complain or tell you no, 72:33 what happens to the price? 72:34 It goes down. 72:35 So you're encouraging them to complain or tell you no. 72:37 Here's the other problem. 72:38 People have egos, okay? 72:40 Egos bad. 72:41 The ego, if you're giving them discounting, 72:43 they're gonna constantly, they can't read your brain 72:45 and they're gonna constantly go, 72:46 was this the lowest she could have done? 72:48 Okay, so now they're not gonna be happy with the product are they gonna recommend other people absolutely not because if I give you a 72:55 Discount you're never gonna recommend anybody else because why not you you're worried about that you got a discount 73:01 It's the opposite 73:02 You're gonna be worried that there that Ben or whoever it is gonna be more skillful than you are and you're gonna find out that 73:07 He got 50% off right and now you're gonna feel bad about it 73:10 So I'm not a fan of discounts. Um, do you have to lower your price sometimes short? 73:14 But change your language you're gonna cover the cost right huge difference, right? 73:19 I will this is important to me make quit pro quo make them give you Rachel you're super powerful 73:24 You're amazing. You're awesome 73:25 If there's any way you could you know, I'm not gonna call you to this 73:28 But if when we over deliver for you if you could just record a video testimonial that would be worth five grand to me 73:34 Probably a lot more, but that's all I have in my marketing budget 73:37 I'd be willing to cover five thousand of the implementation if we could just verbally it doesn't need to be in the contract 73:42 Agree that I could potentially ask you for that in the future. Now. It's not a discount the values stare there the whole time 73:47 You're I'm just covering part of the way you communicate it. Just a few more. When does persistence become desperation? 73:54 Persistence becomes desperation the minute you are like I need this for me 73:59 I need to improve my life and you're not staying in the mode of it's important for me to 74:05 Follow up with this person because I want to help their life, right? 74:08 at the minute you switch into a self-centered mindset 74:11 of like, I need this for me, me, me, me, me, 74:14 it becomes desperation. 74:16 Persistence is like, I know I can help you. 74:18 I had to be extremely persistent with my wife 74:21 because I knew I loved her the second I saw her. 74:24 She was not aware of that, quite the opposite. 74:27 She would run away when she saw me. 74:29 I knew we were perfect for each other. 74:31 She'll agree with me now, 74:32 but I was never desperate with her, 74:35 but I was persistent 74:36 because I knew this was a great thing for her. 74:38 So it was more of a, 74:40 I know this is the right thing versus I gotta get it deeper. 74:43 And also, you know, for me, 74:44 I can tell when somebody's desperate 74:46 because they're not connecting with me 74:48 and they're just being that salesperson 74:49 and that turns me off immediately. 74:51 That manipulation tactic, 74:53 that tactic of like they just keep following up 74:55 to follow up, but they've never made a connection 74:57 with me to almost be friends. 74:58 It's not like I need to be friends 74:59 with anyone at our age anymore, 75:01 but it's nice to know 75:02 that someone's taking the time to pay attention. 75:04 And, you know, we have a guy that, we have a boat 75:08 and we have all sorts of issues when you have boats. 75:11 And normally I would very much dislike this guy 75:14 who sold us the boat and that sold us a bill of fake goods, 75:18 you know, that went along with the boat. 75:20 I love the guy because by the way, 75:21 he talks about my podcast to me all the time. 75:24 He starts his conversations with me 75:25 about things that he's followed up, learned about me. 75:29 And so now I have a friendship with him. 75:30 And now, you know, I'll buy things from him 75:33 and I'll use him because he's paid attention to me and what I like and so we might disagree on things 75:39 and I'll say no to him about certain things but I will work with him because now I want to give him 75:44 my business you know and so it's it's making that connection that I think is really important too 75:49 and not getting manipulated by somebody who doesn't give two shits and you're just somebody on 75:53 their list. Yeah and I'm not going to speak for him but you're super dope amazing and awesome 76:00 So I think the right answer to this is the right answer. 76:04 I think he's genuinely interested in you. 76:07 You have a cool life. 76:08 You got a lot of stuff going on. 76:10 I think this is an awesome podcast. 76:11 He's probably genuinely interested in the podcast. 76:14 And I think that's what's coming through 76:15 is it's genuine interest. 76:18 Not disingenuous, not AI. 76:20 Hey, I noticed you went to the same school. 76:22 He genuinely cares about the answer 76:25 you're gonna give him when he asks you a question. 76:27 That goes a long way, right? 76:29 It's it's really weird how interested people become so interesting. Yeah, right? 76:35 Not the other way around right interesting people are the ones that are interested in you 76:40 Yeah, because your movie you're the center of it, right? Just be interested in somebody 76:44 Okay, last question. What is the single best question a salesperson can ask? 76:49 The single biggest question a salesperson could ask 76:54 There's so many of them, but I would say what's your biggest reason for? 77:00 We're so afraid to ask somebody what their reason is for wanting to do something, wanting 77:06 to buy something because we feel like we have to be the know-it-all and we talk about the 77:10 products, the features, the benefits. 77:11 For example, with a boat, you probably never got asked, what's your biggest reason for 77:15 wanting the boat? 77:16 Right. 77:17 Right? 77:17 Oh my God, we're so stressed. 77:18 We never get, we got multiple businesses. 77:20 We got all this stuff. 77:21 You know, we just want time to spend together. 77:23 When you say you want time to spend together, can you give me a specific example? 77:26 Yeah. 77:26 We don't want to take it down to Miami and fuel costs and everything, but here's what we would love to do 77:30 We'd love to be able to just chill out, you know, get on the boat relax 77:34 We've got some restaurants scoped out where there's we could actually dock the boat and they bring the food to the butt 77:40 I'm like man. That's like it's like going on vacation 77:44 Without having to get on a jet. Yeah, there's where all the 77:48 All the magic in that sale came from just asking them what their biggest reason for blank is but every sales person's afraid to 77:55 to ask that question, because they think the answer 77:57 is gonna be, oh, I took an ambient last night, 78:00 I don't even need a boat, right? 78:02 Or I don't even need security for the event. 78:03 Well, do you think, because I feel like a lot of people 78:05 in sales will say, well, you've gotta find the pain point. 78:08 Is that something that's important to find, 78:11 or is it more just understanding what their needs are? 78:14 Like, because I always hear in these conversations 78:16 that people are having, find the pain point 78:18 and then find how you can solve it. 78:20 But are you missing the point? 78:21 Yeah, I think pain is misconstrued. 78:24 Yeah. 78:24 Because sure, unless you're curing cancer 78:27 or helping somebody with back pain, 78:29 like a lot of this stuff isn't pain. 78:31 It's change. 78:33 It's where are they at right now? 78:34 Where do they wanna be? 78:35 And they might not be in pain, right? 78:37 And if you could only sell to people that were in pain, 78:39 you're not gonna make a lot of money. 78:41 But everybody has hopes, everybody has dreams, 78:43 everybody has aspirations. 78:45 Everybody can give you specific examples 78:47 of what they're interested in. 78:48 You don't necessarily need to find pain. 78:49 Pain is a driver for some sales, 78:52 but certainly not all of it. 78:53 Okay. You have Easton University. Can you, before we let you go, obviously talk about 78:58 it, talk about what you offer and how people can sign up if they're interested. 79:01 Yeah. So it's eastonuniversity.com. It's sales coaching. You're going to get access to an 79:06 interactive learning portal, which is video based coaching from me. Short digestible 79:10 bites. You can watch on your phone, your tablet, your computer. It's in a Netflix-style 79:13 library. Everything you're going to need to change your life is in there. And then 79:17 you'll also be able to do live coaching with me twice a week, every Tuesday, 79:21 every Thursday, you can ask me any questions, 79:23 we can go through any challenges you're facing. 79:25 I'm gonna be there with you every step of the way. 79:27 For one person, it's $500 a month, 79:29 you can start at any time, stop at any time, 79:30 there's never any contracts. 79:32 And then groups, if you bring groups on, 79:34 the price comes down, 79:36 depending on the size of the group that you bring on. 79:38 But you can find it at EastonUniversity.com, 79:40 social media at Easton University, 79:43 and then there's an official Matt Easton, 79:45 which has a lot more followers. 79:47 TikTok, just look up Matt Easton Easton University, 79:49 you'll find me. 79:50 And I think it's really important because you should follow him because the clips that come out of it are 79:55 You could use it for every day life every time I look on your Instagram 79:59 I've forwarded it to somebody because I was like this person needs to know about that this person needs to hear this advice today 80:05 So it's great little tidbits. It's been such an honor getting to know you more and I hope that we do work with you 80:12 You know work wise with dance company. I think everyone needs you in some way shape or form 80:17 even if they don't have a company just for good communication skills, you are a great person to 80:22 know. I really, really appreciate you saying that and that's why on the social I do the content 80:26 is somewhere there's a kid in a parking lot getting laughed at by everybody going through 80:30 Taco Bell and if you are that person and I'm not saying you have to be a kid maybe you just 80:33 went through a bad divorce maybe it's not as bad as you think it is you can be more skillful 80:38 life you can change your trajectory at any point in time it's just all about being 80:44 being clear, skillful, and being able to communicate. 80:46 And that's why you're where you are. 80:48 You're a rock star in communication, Rachel, 80:50 and it was an honor to be on your show. 80:52 Thank you so much. 80:56 If you've enjoyed today's episode, don't let it end here. 80:59 Our Patreon community has become one of my favorite parts 81:02 of misunderstood. 81:03 It's where I can become more personal, 81:05 answer your questions, share what's really happening 81:08 behind the scenes, and continue conversations 81:10 that simply don't fit into the public podcast. 81:13 Whether you want bonus episodes exclusive 81:15 behind-the-scenes access, my Palm Beach life series, monthly giveaways, or even a one-on-one 81:20 conversation with me, there's a membership tier that's perfect for you. I truly love to welcome 81:26 you into our insider club. Just visit patreon.com slash misunderstood with Rachel Yucatel, 81:32 or click the link in the show notes. Like what you hear? Tune in to USL All Access, 81:38 live every Tuesday at 8 p.m. Eastern on Sirius XMFC Channel 188. For exclusive interviews 81:44 news and the latest from around the U.S.L. The exclusive satellite radio home of the 81:49 U.S.L. SiriusXMFC is North America's only 24-7 source for engaging soccer talk and live 81:57 matches from the U.S.L. Premier League and more. All on SiriusXMFC Channel 188 and the 82:04 SiriusXM app.
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