SEASON: 3 EPISODE: 17
Episode Overview:
Becoming the preferred choice is the goal of any organization that sells something. In today’s congested marketplace it’s important to create strategies and messaging to attract your ideal customers, and leverage change to create unique competitive advantages that make you the clear choice.
If you are looking to disrupt your market and become the emotional favorite, then you are going to enjoy my conversation with author, speaker, and marketing guru, Gerry O’Brion.
Guest Bio:
Gerry O’Brion has helped thousands of CEOs, executives, sales teams, and franchisees become the #1 choice in crowded industries.
Gerry is the creator of The Because framework of influence that reveals how to become the #1 choice, even in a crowded market. His book - They Buy Your Because – Closing the sale in a crowded market, shows companies how to clarify their message, stand out in the sea of sameness and close more sales.
Gerry is known for rolling out the advertising for the Coors Light bottle with the color-changing mountains, which grew the brand by hundreds of millions of dollars. Gerry spent his career as an executive for brands like Procter & Gamble, Coors Light, Quiznos, and Red Robin. He has an MBA from the University of Michigan, a BBA from the University of Wisconsin and spent 8 years in the military.
Resource Links:
Insight Gold Timestamps:
03:35 The core part of the framework is four things
04:53 Go talk to people who you thought you were going to sell to, but who said no to you
06:01 The foundations of the framework are exactly what billion dollar brands do
07:45 A famous study that people have talked about for decades
09:16 Our brains are running a script
10:56 Your “because” makes all the difference
11:11 Our problem is business owners is that we are not good at finishing the sentence of influence
15:15 We don't have to use the word because all the time, do we?
15:21 If you want to implement this strategy of influence in your business, this is really important
16:41 We're good at making promises, we’re bad at giving them the proof
17:45 They got sued by Pizza Hut when they were a little tiny little startup pizza place
21:12 What about when the customer doesn't know you yet?
22:49 There's a case study about a car dealership in Denver called Schomp BMW
24:02 What do you do that others haven't done, can't do, or won't do?
25:50 They're actually buying, because of what the why does
28:48 I literally ask, what do you want them to know, think, and do
30:39 How well do you know your competition?
31:14 I called it my “I wish I knew list”
36:15 My book is for the rest of us, the ones that need to close more sales this year than last year
38:19 Can we use the same strategies we used
40:31 If you don't have good becauses….innovate, listen, get insights from your customers
Connect Socially:
LinkedIn: https://www.linkedin.com/in/gerry
YouTube: https://www.youtube.com/channel/UCvTPOtOIs6Krg2kyaISx1yg
Email: gerry@whatbigbrandsknow.com
Sponsors:
Rainmaker Digital Solutions: https://www.rainmakerdigitalsolutions.com/
Resources: https://becomingpreferred-podcast.com/resources/
Next Episode: Surviving to Thriving: Laws of Grateful Leadership with Steve Foran!
