The Home Improvement Industry GOAT with Dave Yoho
Episode 160 • 16th July 2025 • Construction Disruption • Isaiah Industries
00:00:00 01:15:43

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Join Todd Miller and Seth Heckman of Isaiah Industries as they host the legendary Dave Yoho, founder of Dave Yoho Associates, on the Construction Disruption podcast. In this episode, Dave, with decades of experience as a consultant, author, and speaker, shares invaluable insights on sales methodologies, customer understanding, and the importance of professionalism in the home improvement industry.

Dave also reflects on his remarkable journey, including his service as a World War II veteran, his unique entry into the industry, and his success in helping businesses thrive. Learn key advice on handling objections, improving customer communication, and achieving sales excellence. This episode is packed with wisdom for salespeople, business owners, and anyone in the home improvement sector aiming to enhance their approach and results.


Timestamps

00:00 Introduction and Welcome

01:29 Dave Yoho's WWII Experience

05:51 Post-War Life and Career Beginnings

10:02 Insights on Sales and Customer Understanding

30:05 Challenges in Modern Business

38:12 Navigating Business Models and Customer Preferences

39:38 The Role of AI and Human Element in Sales

40:00 Understanding Behavioral Profiles in Sales

40:43 The Importance of Listening in Sales

41:07 Training and Certification in Sales

41:22 Challenges in Small Companies

42:40 Fundamentals of Selling

43:49 Step Selling Explained

45:07 Effective Communication with Customers

50:26 Super Sales Training Program

52:22 The Realities of Sales

57:20 Analytics and Sales Performance

57:57 The EPO Theory and Its Impact

01:01:41 Final Words of Encouragement and Advice

01:04:19 The Importance of Fundamentals in Education and Sales

01:07:37 Rapid Fire Questions

01:12:38 Conclusion and Contact Information



Connect with Dave Online

LinkedIn: https://www.linkedin.com/in/daveyoho/

Email: admin@daveyoho.com

Website: https://www.daveyoho.com/


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This episode was produced by Isaiah Industries, Inc.

Construction Disruption was recently featured in this 15 Best Podcasts for Contractors list!



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Transcripts

Todd Miller:

I'm Todd Miller of Isaiah Industries, manufacturer

Todd Miller:

of specialty metal roofing.

Todd Miller:

Today I am joined by my colleague and co-host Seth Heckman.

Todd Miller:

Seth, how's it going today?

Seth Heckaman:

Doing great.

Seth Heckaman:

Really looking forward to this time together, Todd, we have, uh, a

Seth Heckaman:

legend joining us, so, uh, getting ready for a great conversation.

Todd Miller:

Absolutely.

Todd Miller:

And for anyone out there who's been in home improvement for any length of time at

Todd Miller:

all, today's guest is someone that's going to, you're going to immediately know.

Todd Miller:

Um, so today we are honored to welcome someone who's not just a legend in

Todd Miller:

our industry, but someone who has helped transform literally thousands,

Todd Miller:

tens of thousands of home improvement businesses across the country.

Todd Miller:

He's a consultant, author, speaker, and perhaps most

Todd Miller:

importantly, a fierce advocate for professionalism and profitability

Todd Miller:

in our home improvement industry.

Seth Heckaman:

That's right.

Seth Heckaman:

Uh, we're thrilled to welcome Dave Yoho, founder of Dave Yoho Associates.

Seth Heckaman:

Uh, for decades, Dave has helped contractors and companies sell

Seth Heckaman:

more effectively, manage more efficiently, and lead with confidence.

Seth Heckaman:

His incredible energy and insights are second to none, and, uh, someone we

Seth Heckaman:

have learned, uh, so much from, uh, over the years here at Isaiah Industries.

Todd Miller:

Absolutely Dave, welcome to Construction Disruption.

Todd Miller:

It truly is an honor to have you with us today.

Dave Yoho:

I pleased to be here.

Dave Yoho:

I'm pleased to be anywhere at my age.

Todd Miller:

There you go.

Todd Miller:

At, at that perfect lead in.

Todd Miller:

So you've had a remarkable journey, um, including being a World War II veteran,

Todd Miller:

for which we all thank you most sincerely.

Todd Miller:

Um, because that is such an important part of your life, and I know that

Todd Miller:

you are regularly recognized as a surviving World War II veteran.

Todd Miller:

Um, tell us a little bit about, you know, how you served and how that came to be,

Todd Miller:

because I know yours is a unique story.

Dave Yoho:

Well, I'll be brief.

Dave Yoho:

Uh, when World War II started, we only had 130 million people in the United States.

Dave Yoho:

Japanese dropped a bomb on us in 1941.

Dave Yoho:

And December 7th, then that changed.

Dave Yoho:

Uh, what we were doing.

Dave Yoho:

We eventually put 16,200,000 people in uniform.

Dave Yoho:

A little bit scary.

Dave Yoho:

That was 12 and a half percent of our population.

Dave Yoho:

We diminished the operational abilities of our country severely because we took

Dave Yoho:

the people out of the factory from the trucks, from whatever they were doing.

Dave Yoho:

And fortunately, women exploded in their abilities to perform

Dave Yoho:

the things that men held stance.

Dave Yoho:

They drove the trucks, the buses, the trains, and the women did all those

Dave Yoho:

things, flew the airplanes once they were made from one point to another,

Dave Yoho:

and they managed to do all those things in what I call an improvised position.

Dave Yoho:

Only 7% of the women in the United States drove cars in 1941.

Dave Yoho:

Now along comes 1941 and the whole world changes, and we

Dave Yoho:

put these people into uniform.

Dave Yoho:

When the war started, I was 13 years of age.

Dave Yoho:

I grew up in the inner city of Philadelphia.

Dave Yoho:

Parents never owned a home.

Dave Yoho:

My mother maybe had a seventh grade education, my father,

Dave Yoho:

maybe the same or a year more.

Dave Yoho:

My father drove a truck when there was employment, and, uh, we lived

Dave Yoho:

in a rented home, a row home, uh, rent was 11, $11 a month.

Dave Yoho:

And during that period of time, my father was out of work for a period of time.

Dave Yoho:

Now, I'm going to tell you this and tell it briefly.

Dave Yoho:

I don't wanna stay in this area, hold up my hands like this, because later on

Dave Yoho:

in my life I studied human nature, human behavior, and I am very, very familiar.

Dave Yoho:

With the therapeutic EQ of behavioral practices.

Dave Yoho:

In other words, I've studied that and been privy to studying that.

Dave Yoho:

And here's what I've learned here.

Dave Yoho:

Here are my two hands over here.

Dave Yoho:

I put because of, and over here I put in spite of.

Dave Yoho:

So whatever your story is, you do some things.

Dave Yoho:

Because of, and in spite of, and if you want to tell me about the tough times

Dave Yoho:

and the hard times, God bless you.

Dave Yoho:

I don't really have the time because everybody's got this idea.

Dave Yoho:

You want to talk about what you did about them and how you, that's the way it is.

Dave Yoho:

And this, this industry in this business, heck, was all in the

Dave Yoho:

sixties, very small companies.

Dave Yoho:

There were no organizations, no structures, anything like that.

Dave Yoho:

So out of that, I went into the service on a falsified birth

Dave Yoho:

certificate before my 16th birthday, and I was taken into a division.

Dave Yoho:

It only exists in, uh, wartime.

Dave Yoho:

It's called the US Maritime Service.

Dave Yoho:

They train you and they put you on a merchant ship.

Dave Yoho:

I wouldn't know merchant ship from a naval ship, I'd never been in the ocean.

Dave Yoho:

They brought people in from the Midwest that had never seen an ocean.

Dave Yoho:

But out of all of this, we got together as a society and worked homogenic.

Dave Yoho:

Uh, we had the same president the day the worst started.

Dave Yoho:

He probably wouldn't have made it to the end except he had a heart

Dave Yoho:

attack and we had the same president.

Dave Yoho:

And it wasn't that there was an abusive practice, which was transmitted vertically

Dave Yoho:

or whatever that is among people.

Dave Yoho:

So what does that say about us?

Dave Yoho:

All of us now, I'm fortunate enough to still be here and a spokesman.

Dave Yoho:

I speak all over the world for, as you probably well know, for service people.

Dave Yoho:

Uh, I'm held up to be a somewhat of a celebrity, and, and that's

Dave Yoho:

the wrong thing to say because the minute you call somebody a celebrity,

Dave Yoho:

they begin to believe it and the whole world centers around them.

Dave Yoho:

So if you have a question about that, fine World War II comes to an end.

Dave Yoho:

I turned 17, four days after the war ended.

Dave Yoho:

I'm in the middle of the Pacific Ocean.

Dave Yoho:

I don't have a complete high school education, much less a further education.

Dave Yoho:

And when I got home.

Dave Yoho:

I, uh, I had, uh, I was a, a junior in high school when I went away.

Dave Yoho:

And so when I came home, I don't, I can't drive a car.

Dave Yoho:

I can't vote.

Dave Yoho:

And, uh, I don't even have a high school education.

Dave Yoho:

Now, God provides, because they created something called, um, uh, equivalency.

Dave Yoho:

There's a, uh, an equivalency diploma.

Dave Yoho:

And so based on that, I got an equivalency diploma to high

Dave Yoho:

school, went to night school.

Dave Yoho:

Uh, I lived in Philadelphia, went to W University, got my undergrad degree,

Dave Yoho:

and took the first job I could get and happened to end up in the industry I'm in.

Dave Yoho:

I would've never selected it out of a group of things that I wanted

Dave Yoho:

to do or like, but I ended up here.

Dave Yoho:

And so what I learned from my upbringing.

Dave Yoho:

Is mature where you are.

Dave Yoho:

Study from where you are, preserve your value system.

Dave Yoho:

Treat everyone as an equal.

Dave Yoho:

Don't treat 'em any less than an equal.

Dave Yoho:

That includes your customer base.

Dave Yoho:

And now find a way to communicate.

Dave Yoho:

So I don't wanna make a speech or a sermon, but that's how

Dave Yoho:

I got into the business.

Todd Miller:

That's a great story and thank you again for

Todd Miller:

your service to our country.

Todd Miller:

I am curious about something.

Todd Miller:

Of course, you know, I've heard your story before.

Todd Miller:

Um, you know, here you are in the Merchant Marines, you go in 13, 14 years old.

Todd Miller:

Um, surely your shipmates realized you were not of age, or, or was it, I'm just

Todd Miller:

curious or were there a lot more like you.

Dave Yoho:

Yeah, there were, I wasn't the only one.

Dave Yoho:

I went in at 15.

Dave Yoho:

The, the most decorated, uh, military of World War II was a

Dave Yoho:

guy by the name of Dy Murphy.

Dave Yoho:

Dy Murphy was the most decorated guy.

Dave Yoho:

He went in the army at 16.

Dave Yoho:

His sister helped him falsify a birth certificate.

Dave Yoho:

But, but there was a theme of patriotism.

Dave Yoho:

Patriotism that may never exist again in our country.

Dave Yoho:

This was our country.

Dave Yoho:

We were desecrated by an enemy that was thousands and thousands

Dave Yoho:

of miles away from on shore.

Dave Yoho:

It wasn't like entering a, a war where you go across someone's border and we

Dave Yoho:

got together societally, fraternity.

Dave Yoho:

We worked in combination as to the camaraderie abroad ship.

Dave Yoho:

Uh, a lot of it was overblown, but people say, oh, that was a wonderful

Dave Yoho:

group of guys I was with, and always sit around on all the time.

Dave Yoho:

We talk about, oh, no, no, no.

Dave Yoho:

no.

Dave Yoho:

If you have someone that you know that came outta World War ii, your relative,

Dave Yoho:

your grandfather, your uncle, your father, they don't talk about it because when

Dave Yoho:

we came home, we had lost 440,000 and there were another couple of million

Dave Yoho:

that were affected by Mind and Body that took that to them, to their deathbed.

Dave Yoho:

Now, of the 60 million, 200,000, there are less than 50,000 left, and they

Dave Yoho:

die at the rate of a hundred a day.

Dave Yoho:

I only bring that up to date again, because, uh, you make it in this world,

Dave Yoho:

not by complaining about what you don't have, but being able to do the

Dave Yoho:

best at what you're doing right now.

Dave Yoho:

Remember the two hands.

Dave Yoho:

Or in spite of, and, uh, I am a tradition of both, and my parents weren't educated.

Dave Yoho:

My father was not an, an affectionate or affectionate or educated.

Dave Yoho:

So I took the first job I could get.

Dave Yoho:

Everything about the job was better than what I had, but

Dave Yoho:

I'm a student and I did learn

Todd Miller:

You know, what you're saying there reminds me of

Todd Miller:

something I heard the other day.

Todd Miller:

You can approach life that everything is being done to you, or you can approach

Todd Miller:

life, that everything is being done for you, and how that changes your mindset

Todd Miller:

when you start to look at it differently.

Dave Yoho:

well said.

Todd Miller:

Well, I'm, I'm curious, um, you know, you've

Todd Miller:

worked with thousands of companies.

Todd Miller:

You went on, started with your own company, went on, started.

Todd Miller:

Dave Yo and Associates began training and consulting.

Todd Miller:

Um, what do you see as hallmarks of the most successful companies out there?

Todd Miller:

Are, are there common traits or behaviors or methodology, um, that you

Todd Miller:

see amongst the most successful ones?

Dave Yoho:

Well, when we spoke of methodologies 50, 60, 70 years

Dave Yoho:

ago, there was no methodology.

Dave Yoho:

A salesman was a guy with a personality, a hype who could skew fine words and

Dave Yoho:

mesmerize people and whatnot, but there was no structure to what he said did

Dave Yoho:

much of it was, uh, self appreciation.

Dave Yoho:

I did this, I did that.

Dave Yoho:

I can do this, I do that.

Dave Yoho:

Oh, you're a fisherman.

Dave Yoho:

Well, I once was a fish.

Dave Yoho:

Oh, you're aeb Well, once I was aeb, oh, you're in the, in the automobile

Dave Yoho:

I fool around with on my father's car.

Dave Yoho:

And so that was symbolism that was adopted, uh, for performance.

Dave Yoho:

But the truth is, society works on understanding the other person.

Dave Yoho:

We have to understand them.

Dave Yoho:

And so you come into this world knowing this much, and when

Dave Yoho:

you're about 15, 16, 17 years old, you think you know this much.

Dave Yoho:

And if you do know this much, then the rest of the world is this much.

Dave Yoho:

How do you transform to what you have here?

Dave Yoho:

You have to go back to being a student and understanding that the customer is always

Dave Yoho:

the key ingredient in everything you do.

Dave Yoho:

Now don't misunderstand me if you've never heard me before.

Dave Yoho:

I'm highly sales oriented.

Dave Yoho:

I'm marketing oriented, business oriented.

Dave Yoho:

I've served on the board of public corporations, testified before Congress,

Dave Yoho:

number of times helped create consumer protection in many parts of the world.

Dave Yoho:

Lectured all over the world, spoken in every state in the United

Dave Yoho:

States in 22 foreign countries.

Dave Yoho:

People are people.

Dave Yoho:

They speak different language, have different pat patterns of behavior, and

Dave Yoho:

the more we can understand what they're doing, not adapt to it, but understand it,

Dave Yoho:

then our language gets transmitted better.

Dave Yoho:

And they are some of the fundamentals that do and don't exist today.

Dave Yoho:

Now a lot of good.

Dave Yoho:

Growing companies have since been sold.

Dave Yoho:

As you well know, there's been a lot of acquisition going and, um, and the

Dave Yoho:

people who acquire other companies have the, the prime asset, money and money.

Dave Yoho:

Um, money buys them what they want, a going business.

Dave Yoho:

But tragically, a high percentage of those companies do not

Dave Yoho:

understand the basic fundamentals when it comes down to one on one.

Dave Yoho:

And, you know, I hear a lot about AI in the next year or two.

Dave Yoho:

It may have heard a lot about it together.

Dave Yoho:

We we're heavily involved in all those systems.

Dave Yoho:

Here's what I would tell you.

Dave Yoho:

Unless we can fundamentally understand our customer and what

Dave Yoho:

he's really saying or what he really needs, not what he says he wants.

Dave Yoho:

And so how does that approach?

Dave Yoho:

Well, you sell a product.

Dave Yoho:

Some people treat it as a specialty.

Dave Yoho:

Some people treat it as a commodity.

Dave Yoho:

If it's a commodity, you say, well, we make a bid, we put it in

Dave Yoho:

writing, and the other guy reads it.

Dave Yoho:

That's the presumption that he will or she will, or they will read that.

Dave Yoho:

So the next step is how do you refine that to get into their presence

Dave Yoho:

and make a presentation to them?

Dave Yoho:

And if you have people in this business, they come from various sources.

Dave Yoho:

Many of them are organically grown, meaning they come from the industry

Dave Yoho:

and they were installers, or they worked in a plant or factory, and

Dave Yoho:

they understand the fundamentals of the product that you produce.

Dave Yoho:

Now, the consumer is the receptor.

Dave Yoho:

They have the house and we wanna sell our stuff.

Dave Yoho:

To make it part of their stuff.

Dave Yoho:

But the key is to understand some of the language.

Dave Yoho:

And the language we use in the world of commerce is soiled.

Dave Yoho:

It isn't really fundamentally good.

Dave Yoho:

And I'll give you the simple as example.

Dave Yoho:

You're gonna be Guinea pigs in a anymore.

Dave Yoho:

Let's say you go shopping in a mall with your significant others, your

Dave Yoho:

wife, your, whoever it is you're with, but let's say it is a husband and

Dave Yoho:

wife and, uh, the wife is the shopper.

Dave Yoho:

The guy is not a shopper.

Dave Yoho:

Guys buy, but they don't shop, they don't have a shopping mentality.

Dave Yoho:

This has to do with the fundamental structure of the brain and

Dave Yoho:

it's, it is unbelievable, but we're all created the same way.

Dave Yoho:

Two parts of the brain the right way.

Dave Yoho:

The right side, the left side, and they're like walnut shells.

Dave Yoho:

They feed together, but information is transmitted from one side to the other

Dave Yoho:

and it's different than male and female.

Dave Yoho:

Forget all about that, but understand it's there.

Dave Yoho:

Now, you and your wife go shopping.

Dave Yoho:

You're in this place.

Dave Yoho:

It took you 20 minutes to get to the mall, 10 minutes to find a parking space.

Dave Yoho:

You've now invested a half an hour.

Dave Yoho:

You go up and down and say you finally get to a department.

Dave Yoho:

Your wife is looking at clothing.

Dave Yoho:

The clerk comes over and says to your wife is bending over,

Dave Yoho:

looking at clothing on a rack.

Dave Yoho:

What does that clerk say to your wife?

Dave Yoho:

Tell me.

Todd Miller:

May I help you?

Dave Yoho:

Okay.

Dave Yoho:

Traditionally, right, for years, what do you think the answer is?

Dave Yoho:

85% of the time.

Todd Miller:

Oh, no, I'm just looking.

Dave Yoho:

You are now, if you're listening to this, rather than

Dave Yoho:

being part of our conversation, let's see how smart you are.

Dave Yoho:

Do you hear something different?

Dave Yoho:

Tell me about it.

Dave Yoho:

Because I've worked for all these people, including Walmart and uh, some

Dave Yoho:

of the big department stores changed and we went in and we take a look at what

Dave Yoho:

they were doing and we say there's a fundamental flaw in that because you're

Dave Yoho:

not gonna find out what that person needs because you didn't tell them the truth.

Dave Yoho:

And they're not telling you the truth.

Dave Yoho:

I'm not saying they're lying, they're just using language

Dave Yoho:

that believe had the response.

Dave Yoho:

So somebody would say, well, what was you?

Dave Yoho:

Well, the big departments here changed.

Dave Yoho:

We start with this.

Dave Yoho:

You gotta change that.

Dave Yoho:

Don't you gotta stop saying that.

Todd Miller:

That that customer is really saying.

Todd Miller:

I don't think you have anything to offer me based upon what

Todd Miller:

you just told me, so go away.

Dave Yoho:

Or suppose this, traditionally we don't trust salespeople.

Dave Yoho:

It's a dirty word.

Dave Yoho:

And you look at the fundamental, I just heard on the news the other day, this

Dave Yoho:

guy talks like a used card salesman.

Dave Yoho:

They use that as anecdotal material.

Dave Yoho:

What it means is that's the way people think of the used car sales, but

Dave Yoho:

they're, they're not all that way.

Dave Yoho:

Somebody has had experience and paints 'em that way.

Dave Yoho:

But going back to this again, when they say that, I am just

Dave Yoho:

looking, that's a defensive move.

Dave Yoho:

Now, suppose that clerk had said to your wife, leaning over that piece

Dave Yoho:

of goods, uh, excuse me, is, is this a for you personally or is it a

Dave Yoho:

gift for someone your wife responds?

Dave Yoho:

No, it's for me.

Dave Yoho:

The next question would be, so may I ask, what's your size?

Dave Yoho:

And women have sizes.

Dave Yoho:

I'm a six, I'm a five or four, whatever that might be.

Dave Yoho:

So she says, okay, I'm a five.

Dave Yoho:

Uh, these are the petit.

Dave Yoho:

So you don't wanna be looking here.

Dave Yoho:

Uh, now is this for a special occasion or, uh, no.

Dave Yoho:

It's, uh, every, well, come with me.

Dave Yoho:

I'll show you the three departments here that has it.

Dave Yoho:

Now, what has she done?

Dave Yoho:

She has helped you

Dave Yoho:

getting people to change that line.

Dave Yoho:

Language is, yeah, unused, un unwise use of phrases.

Dave Yoho:

What is the simple example I can give you as the most overused, unused,

Dave Yoho:

overused, yet unused statement.

Dave Yoho:

How are you today?

Dave Yoho:

Now, do you, somebody would say to you, how are you today?

Dave Yoho:

So I'm feeling too good.

Dave Yoho:

I got up this morning, I think I have a toothache.

Dave Yoho:

It's my upper right hand.

Dave Yoho:

And I didn't sleep well in because I'm not a great sleeper.

Dave Yoho:

But I didn't sleep with, uh, well, I get up this morning and go in the garage,

Dave Yoho:

but one of the tires is flat now.

Dave Yoho:

We used to have AAA and my wife let it last, so we don't have aaa.

Dave Yoho:

I gotta get out there and change that tire.

Dave Yoho:

And now I'm running late.

Dave Yoho:

So I leave the house, kiss my wife goodbye, four blocks, four a half.

Dave Yoho:

I get stopped by the police.

Dave Yoho:

Why?

Dave Yoho:

I'm going over the speed limit to make up for the time I lost the cop.

Dave Yoho:

Don't wanna know that.

Dave Yoho:

I see your driver's license owner drive.

Dave Yoho:

So at the time you get to perform in your business world, you've had

Dave Yoho:

disaster upon disaster upon disaster.

Dave Yoho:

And then somebody says, how are you doing today?

Dave Yoho:

Your answer is gonna be go away.

Dave Yoho:

I just wanna lay down and die.

Dave Yoho:

If you look at a contemporary phraseology, a high percentage of what we use is

Dave Yoho:

incorrect if you really wanna communicate.

Dave Yoho:

So if we say to somebody, the first word you say to them is an

Dave Yoho:

appreciative one and an affirmative one.

Dave Yoho:

Thanks for shopping, Walmarts just like that.

Dave Yoho:

And now you've got a greeting.

Dave Yoho:

Thank you for now.

Dave Yoho:

How may I direct you today?

Dave Yoho:

Well, we're looking for bicycles.

Dave Yoho:

No problem.

Dave Yoho:

Aisle seven.

Dave Yoho:

Let me do better.

Dave Yoho:

Let me walk down there with you.

Dave Yoho:

Now you're helping them.

Dave Yoho:

And Walmart built their business on keeping their customer in

Dave Yoho:

their store longer than you keep your customers in your store.

Dave Yoho:

It isn't just the prices.

Dave Yoho:

Everybody can be the lowest.

Dave Yoho:

If you wanna be the lowest price, you're gonna have to dig deep in your business.

Dave Yoho:

If you have people that compete at all sources and one of the guys they compete

Dave Yoho:

with is a guy called Chuck on the truck and Chuck on the truck doesn't carry

Dave Yoho:

any insurance 'cause he doesn't need to.

Dave Yoho:

He may have automobile insurance, but he doesn't have workers' comps

Dave Yoho:

because he can't even get it.

Dave Yoho:

Chuck on the truck thinks if he buys the product for X and it costs him X

Dave Yoho:

to develop 'em and he is got $500 built in as a profit that he is inked clover.

Dave Yoho:

Now, you may argue with that philosophy, but Chuck and the chuck lives that way.

Dave Yoho:

And then in all probability not to uh, uh, prime anybody with the wrong

Dave Yoho:

fluid, but he doesn't pay his taxes.

Dave Yoho:

Whatever he gets in cash, he doesn't share with Uncle Sam.

Dave Yoho:

That's what you're facing societally.

Dave Yoho:

But worse, your customer is facing that all the time.

Dave Yoho:

So how do you prepare for that?

Dave Yoho:

And listen, what I do, my work, people may give me complimentary introductions

Dave Yoho:

such as you've done, but the guy who is already doing what he is doing,

Dave Yoho:

who's going to be listening to this, listen, thinks he's doing the right

Dave Yoho:

thing or he wouldn't be doing it.

Dave Yoho:

And that's true of anything you do in life.

Dave Yoho:

Um, I often ask an audience, I say in, in our seminars.

Dave Yoho:

How many of you have ever been on a diet?

Dave Yoho:

Please raise your hands.

Dave Yoho:

Uh, the hands go up and I say, that's not the truth.

Dave Yoho:

You've been on many diets because dieting doesn't work and is what you'll do.

Dave Yoho:

You'll diet lose eight pounds, think you look great, and then you get the

Dave Yoho:

second bowl of ice cream tonight, or you eat the fourth slice of a pizza.

Dave Yoho:

And so you've confounded what you really wanna do so you

Dave Yoho:

can always go on another diet.

Dave Yoho:

Well, the same thing is true of a homeowner until they find someone who

Dave Yoho:

fulfills their need, not their wants.

Dave Yoho:

What do they want?

Dave Yoho:

They want the highest quality product at the lowest possible price.

Dave Yoho:

How far away am I from the way most people think and they think they can do it?

Dave Yoho:

You can get the highest quality product with the highest quality performing

Dave Yoho:

installation with all the insurance, and we don't have to make a profit.

Dave Yoho:

So it's seldom the price.

Dave Yoho:

Mostly it's the value.

Dave Yoho:

I feel.

Dave Yoho:

I made a speech that was a long answer.

Dave Yoho:

So where do you like to take it from there?

Seth Heckaman:

No, I loved it.

Seth Heckaman:

And it, uh, it shows your years and years of being the leading

Seth Heckaman:

expert in this communication for our industry and, and others.

Seth Heckaman:

I was, you know, as you were giving your examples and, and these other

Seth Heckaman:

organizations you've worked with, I was, you know, just reminded the level of

Seth Heckaman:

intention and discipline that must go into really enacting this, this science,

Seth Heckaman:

this methodology, everything you train.

Seth Heckaman:

And so I'm curious, what, what is your advice for someone who hears

Seth Heckaman:

that, uh, long answer and can't argue with any phrase of it or any point.

Seth Heckaman:

Um, but how do you go out and implement and then even more challenging if you're

Seth Heckaman:

managing a team of three salespeople?

Seth Heckaman:

How do you get them to implement it?

Seth Heckaman:

What are the best practices you've seen?

Dave Yoho:

Well, that's the, you're cheating on me.

Dave Yoho:

That's not really one question.

Dave Yoho:

That's three.

Todd Miller:

At

Dave Yoho:

I'll I'll try to, I'll try to separate them.

Dave Yoho:

Most people don't know as much as they need to know about a modern society.

Dave Yoho:

If you're doing anything that's over 24 months old that was taught to you,

Dave Yoho:

the chances are many, many changes.

Dave Yoho:

Now, when when we went through COVID, you found a way to get into

Dave Yoho:

the house and you could sell, but you couldn't install as much for

Dave Yoho:

many reasons, and a shortage of it.

Dave Yoho:

So now backlog build up, and the minute backlog boot up, you're selling something

Dave Yoho:

to someone where you're not going to get your money for six weeks, eight weeks,

Dave Yoho:

10 weeks, 12 weeks, 16 weeks and more.

Dave Yoho:

Now, in your learnings, you have to the, the fundamentals of this business.

Dave Yoho:

We, in the home improvement business, don't sell a finished product.

Dave Yoho:

It isn't like going in to buy a car or a table, a chair,

Dave Yoho:

even piece of clothing or tie.

Dave Yoho:

You don't see the finished product.

Dave Yoho:

Now, because of that, we have to be able to paint a picture of

Dave Yoho:

what that means, and, um, you sell a product they use on roofing.

Dave Yoho:

So what does the average roofer wanna know as promptly as

Dave Yoho:

possible to give you a price?

Dave Yoho:

How many squares are in that roof?

Dave Yoho:

he gets so fundamentally concerned with that.

Dave Yoho:

That's the way he quotes his price.

Dave Yoho:

He bases it on that.

Dave Yoho:

Whereas in every roof, there are a lot of fundamental errors that are there.

Dave Yoho:

Now, as an example, the current roof may not be working because you have

Dave Yoho:

a leak, or the current roof may not be working because you don't have

Dave Yoho:

sufficient ventilation in that attic area.

Dave Yoho:

So how do you determine those things by doing an inspection?

Dave Yoho:

So that's a fundamental need.

Dave Yoho:

You can't go into a professional medical office and say to the doctor, well, I

Dave Yoho:

got a, I got a little softness here.

Dave Yoho:

I cough a lot, and, uh, and my stomach's soft and upset.

Dave Yoho:

Doctor's, no problem.

Dave Yoho:

Take this bottle.

Dave Yoho:

There are pills, pills in.

Dave Yoho:

Take two of these pills every day for the next 19 days.

Dave Yoho:

Get up in the morning, go to the bathroom right away.

Dave Yoho:

Call me in two months.

Dave Yoho:

you listen to that, you better get another doctor because the fundamentals

Dave Yoho:

of your needs can only be examined by getting you to talk about your needs.

Dave Yoho:

Uh, that, that may some oversimplification.

Dave Yoho:

Let me give it to you.

Dave Yoho:

What we build into our system, we have something called methodologies.

Dave Yoho:

They're processes, they're all based on fundamental knowledge.

Dave Yoho:

As an example.

Dave Yoho:

The ability to ask questions is done in what is called a Socratic method, taught

Dave Yoho:

into our, we call our system methodology.

Dave Yoho:

So the Socratic thing is when you present a price to someone and they

Dave Yoho:

say, wow, oh, well that's a lot more than I thought it was going to be.

Dave Yoho:

What do you think the average person in the home starts to look at?

Dave Yoho:

How can I cut this price?

Dave Yoho:

How can I walk it down?

Dave Yoho:

But they haven't said, that's the problem.

Dave Yoho:

You've isolated the problem.

Dave Yoho:

So if that person were to say to you, well, it's a lot more

Dave Yoho:

money than I intended to spend.

Dave Yoho:

Four seconds.

Dave Yoho:

First time you wait four seconds to respond.

Dave Yoho:

You'll think there's a, a rodent eating at your vital

Dave Yoho:

it, it's painful, but you wait the four seconds and then you say, that person.

Dave Yoho:

Curious.

Dave Yoho:

Why do you say that?

Dave Yoho:

Don't say, is it the price?

Dave Yoho:

Says say, why do you say that?

Dave Yoho:

Now, there may be 23 reasons why he says that.

Dave Yoho:

So, in Socratic reasoning, you ask a couple fundamental questions.

Dave Yoho:

Every once in a while we do a seminar on selling and a guy would, if you ask me

Dave Yoho:

that question, I throw you outta my house.

Dave Yoho:

Why do you say that?

Dave Yoho:

'cause I don't like people who won't answer my question.

Dave Yoho:

Do you feel that's obviating your answer or denying you your answer?

Dave Yoho:

Well, the way I look at it, if I answer, you ask you a simple question,

Dave Yoho:

you should be able to gimme a simple, I said it's true in most cases.

Dave Yoho:

How important is your home?

Dave Yoho:

What do you mean it's an investment?

Dave Yoho:

What'd you pay for this house?

Dave Yoho:

$40,000. I said got an attractive price.

Dave Yoho:

Now that was how long ago?

Dave Yoho:

17 years ago.

Dave Yoho:

Oh, so would you sell it for $470,000?

Dave Yoho:

What does it sell for?

Dave Yoho:

Uh, eight, $900,000.

Dave Yoho:

Whoa.

Dave Yoho:

So that's your asset in the home, the difference between what you bought?

Dave Yoho:

Now listen to this.

Dave Yoho:

He said he would throw me out of his house and I just ask him eight

Dave Yoho:

or nine questions and the reason he will answer those questions.

Dave Yoho:

Isn't what I'm saying, but how I'm saying it, how I'm looking at

Dave Yoho:

a way to find his ultimate need.

Dave Yoho:

And when I find his ultimate need, show him a way to get it.

Dave Yoho:

So the fundamental, that's what marketing is.

Dave Yoho:

Find a void and fill it.

Dave Yoho:

Find a void and fill it.

Dave Yoho:

So any product that you sell that you want to be the lowest price, don't waste

Dave Yoho:

your time going to the people's house.

Dave Yoho:

Mail 'em a letter, send 'em an email.

Dave Yoho:

I'm being facetious because if you can make that work and not go visit the

Dave Yoho:

people, I wanna find out how you do it and I'll pay you a lot of money to find out.

Dave Yoho:

So the fundamental of this is, is complicated and, uh.

Dave Yoho:

When, when you look at today's market, the average small businessman is facing

Dave Yoho:

a lot of problems, no question about it.

Dave Yoho:

What are some of the problems that you hear?

Dave Yoho:

What do, what do you hear out there as a complication today in doing business?

Seth Heckaman:

The, the typical ones, not enough leads and not

Seth Heckaman:

enough good people to do the work.

Dave Yoho:

Are the leads more costly today than ever before?

Seth Heckaman:

Yes.

Dave Yoho:

Okay.

Dave Yoho:

It isn't only that getting the lead has cost more.

Dave Yoho:

How many of those leads do you convert to sales makes the difference?

Dave Yoho:

So you have a cost of acquiring the lead, sorting out the information,

Dave Yoho:

creating it into an appointment, making the appointment, then

Dave Yoho:

it becomes an issued lead.

Dave Yoho:

If it's your own company, same deal.

Dave Yoho:

Now you got an issued lead in your head.

Dave Yoho:

Your job is now to get those people interested enough that they want to hear

Dave Yoho:

your, your talk, your spiel, whatever use you call it, and they want to hear that.

Dave Yoho:

That's the next role.

Dave Yoho:

And if you present to them in a format that fulfills needs that they have,

Dave Yoho:

ah, you're all, I'm not saying you're gonna get the deal, but you got it.

Dave Yoho:

You're already in a better position.

Dave Yoho:

So, um, I know you're familiar with it because I remember you attended one

Dave Yoho:

of our seminars where we showed this.

Dave Yoho:

Both of you used how to do a roof inspection.

Dave Yoho:

It's not only from the outside because people go up on the

Dave Yoho:

roof and look at the outside.

Dave Yoho:

70, 80% of the problem that come from the inside.

Dave Yoho:

If you don't have ventilation in the attic and you have an asphalt roof,

Dave Yoho:

that you have a 20 year guarantee and you're living in Nevada at the end of

Dave Yoho:

seven and a half years, that roof is burned out if you don't have ventilation.

Dave Yoho:

And so the idea is no different than going to the doctor today

Dave Yoho:

where they take the vital signs.

Dave Yoho:

Now, how do you go about that?

Dave Yoho:

You present it in a way that is beneficial to the recipient.

Dave Yoho:

And obviously education is my business.

Dave Yoho:

We run these seminars all the time.

Dave Yoho:

We're running them, we're doing a big one in October this year, and we don't

Dave Yoho:

call 'em, my son, uh, is the, uh, the chief operating officer of this business.

Dave Yoho:

He called them summits, meaning the top of the p of, and we get

Dave Yoho:

together some of the finest minds in the business, some of the greatest

Dave Yoho:

examples, and we show the people that are there how to get the fundamentals.

Dave Yoho:

That's the toughest part in the world.

Dave Yoho:

I go back to my example, if I say to the department, so

Dave Yoho:

stop saying, may I help you?

Dave Yoho:

Oh, no.

Dave Yoho:

Well, what is it you want me to say?

Dave Yoho:

I want you to say, welcome.

Dave Yoho:

Thank you for coming in today.

Dave Yoho:

How may I direct you?

Dave Yoho:

Oh, they don't wanna hear that.

Dave Yoho:

That's too long.

Dave Yoho:

Then don't use it.

Dave Yoho:

You asked me what I would tell you to say, and I can educate the people to do it.

Dave Yoho:

I can't force you to do what is in your best interest.

Dave Yoho:

You know?

Dave Yoho:

Um, do you know people who smoke?

Seth Heckaman:

Yes.

Dave Yoho:

Do you think smoking is healthy for them?

Todd Miller:

Nope.

Dave Yoho:

Do you think they somehow don't know that it's unhealthy?

Todd Miller:

The ones I know are well aware of it.

Dave Yoho:

Well, why don't they do anything about it?

Dave Yoho:

Because they'll tell you, I can stop anytime I want.

Todd Miller:

Mm-hmm.

Dave Yoho:

And the same thing is true of a behavioral practice.

Dave Yoho:

They can do anything they ever want.

Dave Yoho:

So the fundamentals of teaching people.

Dave Yoho:

Become complex.

Dave Yoho:

Some people do it better than others.

Dave Yoho:

There's some people out there that are whirlwinds.

Dave Yoho:

We run a group called himss and it's really devoted to people

Dave Yoho:

who are tops in their field.

Dave Yoho:

And these are retailers and the top guy does a million, uh, I be a billion too.

Dave Yoho:

His revenue was 1,000,000,002.

Dave Yoho:

Uh, second year, sky does 700 million.

Dave Yoho:

Average guy does anywhere from 40 million up to 300 million.

Dave Yoho:

Now, how do they get to that?

Dave Yoho:

Starting with fundamentals?

Dave Yoho:

And that's where people don't, don't, don't, don't want to go this,

Dave Yoho:

it's, it's very painful to them to think they have to go back there.

Dave Yoho:

But if I go into an organization, we do, uh, we do something where we

Dave Yoho:

do a two day analysis on a company.

Dave Yoho:

We ask them all these things in advance.

Dave Yoho:

We do a survey of them, we do background on the business, get all

Dave Yoho:

the informational data, and then the survey on their salespeople.

Dave Yoho:

We ask about 27 or 28 questions all confidential.

Dave Yoho:

It's fed into a system.

Dave Yoho:

They fill it out on the recruit, it comes into the system.

Dave Yoho:

So what do we hear?

Dave Yoho:

So if you have, let's say you got 20 salespeople and we say, what are the three

Dave Yoho:

most common reasons you get from customers who aren't going to buy your product?

Dave Yoho:

What are the three most common phrases, objections, blockages you get?

Dave Yoho:

What do you think?

Dave Yoho:

Most of the time the three are

Todd Miller:

Price certainly has to be in there.

Dave Yoho:

positively.

Dave Yoho:

It'll be one of the first two.

Dave Yoho:

It'll either be price or we're getting other prices.

Dave Yoho:

We're getting three.

Dave Yoho:

So they're there.

Dave Yoho:

So we say to them, then they said, when you get which of these is the most

Dave Yoho:

complicated to deal with, and they'll tell you the price, and I don't care

Dave Yoho:

what it is, they'll tell you the price.

Dave Yoho:

So now you say, what do you do about that?

Dave Yoho:

Uh, we have a dropdown product.

Dave Yoho:

Uh, we go back to that's not the way it works.

Dave Yoho:

It, it works in your eyes and your, but why this person who bought the home

Dave Yoho:

for $300,000, it's not worth $700,000.

Dave Yoho:

This is their investment.

Dave Yoho:

And let them know if they got the same mortgage they had.

Dave Yoho:

If you have, how much check equity do you have in your house?

Dave Yoho:

That's yours and it's not even taxed.

Dave Yoho:

Now, how do you wanna protect it?

Dave Yoho:

How do you want to care for it?

Dave Yoho:

People say you can't get 'em to answer.

Dave Yoho:

No, no.

Dave Yoho:

I'm not asking you to get them to answer.

Dave Yoho:

I'm telling you to implant.

Dave Yoho:

This is a great, in a great neighborhood, you picked it for a reason.

Dave Yoho:

You don't really need an acre of grass.

Dave Yoho:

You don't really need a game room.

Dave Yoho:

You don't really need a deck, and you don't need a barbecue grill on the deck.

Dave Yoho:

You don't need those things.

Dave Yoho:

You don't need air conditioning, but try to live without it today

Dave Yoho:

because you become conditioned to it.

Dave Yoho:

So the fundamentals of what that person knows.

Dave Yoho:

Outrageous.

Dave Yoho:

Now, what does the salesman say again?

Dave Yoho:

We'll say here it's 30 some questions.

Dave Yoho:

Towards the end we say, what could your company do to make it easier for you

Dave Yoho:

to sell more volume, more contracts?

Dave Yoho:

You probably know this already.

Dave Yoho:

Two things.

Dave Yoho:

We need better leads and we should have lower prices now.

Dave Yoho:

I don't care what they're selling.

Dave Yoho:

We did this with ge where they sell things for $4 million or

Dave Yoho:

whatever their, it's the same.

Dave Yoho:

I don't care what the intellectual structure is, everybody will

Dave Yoho:

come with the same thing.

Dave Yoho:

So if you say, well, uh, how do you talk to people about this?

Dave Yoho:

Do you sell 'em on the concept of, of delayed payments or, oh, no, but

Dave Yoho:

some of these people don't finance.

Dave Yoho:

Oh, I didn't know that.

Dave Yoho:

How did they buy their house?

Dave Yoho:

Mean they wouldn't pay cash?

Dave Yoho:

Oh no.

Dave Yoho:

They got a mortgage.

Dave Yoho:

Oh, figured I thought that was financing.

Dave Yoho:

So, well, I'm not being, I'm being a little facetious.

Dave Yoho:

I don't wanna apologize for that.

Dave Yoho:

But how do you get around these things?

Dave Yoho:

How do you do it?

Dave Yoho:

What is the model of your business and how do you stick to your model?

Dave Yoho:

And that's complicated because you're dealing with society now.

Dave Yoho:

There's some things people will like to do and some they won't like to do.

Dave Yoho:

And that salesman, if you could give them a lower price and you could give them

Dave Yoho:

better quality leads, it just spend 10 times as much for it, you're not gonna

Dave Yoho:

make improve his to ratio, because that's not the way that attitude feels to think.

Dave Yoho:

Listen, by the way, most companies have different kinds

Dave Yoho:

of customers I'm talking about.

Dave Yoho:

They have customers in the home improvement business, retailing

Dave Yoho:

to homeowners, or retailing to commerce, retailing to,

Dave Yoho:

uh, builders, whatever it is.

Dave Yoho:

they they have a business already and it's already running it.

Dave Yoho:

And, uh, if I were to ask these basic questions in my examination now, in the

Dave Yoho:

first part, what have you read on selling?

Dave Yoho:

What do you believe is a fundamental need in selling?

Dave Yoho:

Not what your philosophies are, but what did you read about it?

Dave Yoho:

What have you read about the economics of selling and why it even exists today?

Dave Yoho:

And you know that there are, people believe that AI will come along

Dave Yoho:

and you don't need salespeople.

Dave Yoho:

And I would say I'm pretty old now, but I would like to stick around

Dave Yoho:

for 20 years and see somebody do that without the human element.

Dave Yoho:

so, uh, in all these things are an understanding of the person.

Dave Yoho:

Have you ever heard about, um, we, we have a behavioral profile.

Dave Yoho:

It's called a dis.

Dave Yoho:

You've heard about it.

Dave Yoho:

Maybe you've even seen it or taken it.

Dave Yoho:

We're not the only one that has that.

Dave Yoho:

We're the only one we believe.

Dave Yoho:

It has the algorithms that the American Psychological Association has approved.

Dave Yoho:

And I can tell you that these are four or five different behavioral styles,

Dave Yoho:

and you have to teach four or five ways to get the same information across.

Dave Yoho:

Because if you have people with certain behavioral styles, and they used to

Dave Yoho:

say, salespeople got to gift a gab, that's the one thing you wanna look for.

Dave Yoho:

I'll say only if it's balanced by a guy who learns how to listen.

Dave Yoho:

Having a gifted gab is worth this.

Dave Yoho:

Having the gift a gab and then learns to ask questions expands to this because

Dave Yoho:

in that period of time, you learn more about the people you're working with.

Dave Yoho:

So when we did this, uh, to, to get to this, to be able to do this.

Dave Yoho:

And we're certified by the American Psychological Association and we're

Dave Yoho:

circling about some other things.

Dave Yoho:

But the reason I tell you this, we spend $145,000 getting these things finessed

Dave Yoho:

that they would be at that level.

Dave Yoho:

And why is it most small comp, most small companies?

Dave Yoho:

Small, small company is anybody who does under 50 million, that's a

Dave Yoho:

small company today, and they do it.

Dave Yoho:

You have to be careful how you're training people.

Dave Yoho:

And as you well know in this world, I mean every once in a while you'll see

Dave Yoho:

in one of the Trade magazine, people are being sued because they did this

Dave Yoho:

wrong or that wrong or what have you.

Dave Yoho:

And that that they're not intentionally rule.

Dave Yoho:

Make rule breakers.

Dave Yoho:

What they are are people who don't know and don't know that

Dave Yoho:

they don't know and don't care.

Dave Yoho:

That they don't know.

Dave Yoho:

And they don't know.

Dave Yoho:

So here's what I teach.

Dave Yoho:

We teach.

Dave Yoho:

Number one, you cannot know what you do not know.

Dave Yoho:

Number two, you cannot find out what you do not know until in your

Dave Yoho:

mind you can say, I don't know.

Dave Yoho:

And number three, if we show you what you don't know and you don't do

Dave Yoho:

anything with the information, it's just the same as not knowing at all.

Dave Yoho:

So, um, where do you want to take this next?

Dave Yoho:

I mean, how, how these things work.

Dave Yoho:

The fundamentals of selling.

Dave Yoho:

Remember I gave you the two brain size, so women.

Dave Yoho:

Um, are more right brained than men.

Dave Yoho:

Women, I hate to tell you this, may offend, are superior thinkers to men.

Dave Yoho:

And the reason because they see things that we don't see if we're left brained

Dave Yoho:

and you're selling an unfinished product and that's why if you flash on the screen

Dave Yoho:

and you say, this is your house, but here it is with our product on it, you've done

Dave Yoho:

a transition for the woman, not the guy.

Dave Yoho:

God, look at it.

Dave Yoho:

Yeah, yeah, yeah.

Dave Yoho:

That's great.

Dave Yoho:

The woman looks say, oh, I like it.

Dave Yoho:

In my opinion though, you should have a little more green in that or a little

Dave Yoho:

more red in that because they visualize what that will look like on their home.

Dave Yoho:

So how do you get language if you, you wanna study the way I've studied

Dave Yoho:

and devote all the, go ahead.

Dave Yoho:

Well, if you don't, you're going to take someone else's word and

Dave Yoho:

that's the Great American who do.

Dave Yoho:

I know how to do this.

Dave Yoho:

You do.

Dave Yoho:

You know what step selling is?

Dave Yoho:

You.

Dave Yoho:

You take 90% of the successful companies in this business will

Dave Yoho:

tell you they use step selling.

Dave Yoho:

That sound good?

Dave Yoho:

So then answer me, what is step selling?

Dave Yoho:

Oh, well, first you do the recognition, and then you do the introduction, and then

Dave Yoho:

you do the company story and no, no, no.

Dave Yoho:

They're the steps.

Dave Yoho:

What is step selling?

Dave Yoho:

Step selling is you don't take the number two step before you finish

Dave Yoho:

the number one step and the wonder num step, if you mess it up and you

Dave Yoho:

don't handle it right, you're never going to get the 2, 3, 4, and five.

Dave Yoho:

Here.

Dave Yoho:

Here, it's when the appointment is set, I'm gonna just throw this out.

Dave Yoho:

It's set improperly

Dave Yoho:

because ideally if you get to a home to sell, there should be two people there.

Dave Yoho:

And so the guy will say, well, our customers don't want to hear that.

Dave Yoho:

What is it?

Dave Yoho:

They don't want to hear?

Dave Yoho:

Uh, they don't want to hear you say that The husband wife has to be there.

Dave Yoho:

Why is that?

Dave Yoho:

Well, particularly the women don't want you to tell 'em that they can't

Dave Yoho:

make a decision without their husband.

Dave Yoho:

They're right.

Dave Yoho:

That's the wrong thing to say.

Dave Yoho:

Is that what you're saying?

Dave Yoho:

Well, no.

Dave Yoho:

Well, then why you tell me you don't wanna be there.

Dave Yoho:

Suppose when they call into your place of business, you have in front of you a list.

Dave Yoho:

10 things that you're gonna ask this person, and the minute they start to

Dave Yoho:

talk, you say something like this.

Dave Yoho:

First of all, we wanna tell you how much we appreciate your calling, and right now

Dave Yoho:

we have a little more time than usual.

Dave Yoho:

So let me ask you some fundamental questions in case

Dave Yoho:

we get disconnected here.

Dave Yoho:

Let's start with your phone number, because the phone system breaks down.

Dave Yoho:

I wanna be able to get you back online and then we're gonna be able to finish.

Dave Yoho:

What's your phone number?

Dave Yoho:

Is this your cell phone?

Dave Yoho:

You have a cell phone also, and you can get the numbers right there.

Dave Yoho:

Now the next thing you say, so your house has a problem, tell me

Dave Yoho:

how you see the problem you have.

Dave Yoho:

We need windows, we need doors, our kitchen, whatever.

Dave Yoho:

It's they start to tell you and then say, uh, so is this based on

Dave Yoho:

your appraisal or did some real estate specialists tell you that?

Dave Yoho:

No.

Dave Yoho:

Okay.

Dave Yoho:

So how long have you lived in this home?

Dave Yoho:

17 years.

Dave Yoho:

You call the resident, you say you got a little leak or the shingles are lifting,

Dave Yoho:

or you got ice dams in the winter.

Dave Yoho:

Um, so, so, tell me, how long has that been a condition in your home?

Dave Yoho:

Oh, for a number of years.

Dave Yoho:

curious, why are you calling us now?

Dave Yoho:

You, you having a problem?

Dave Yoho:

Problem.

Dave Yoho:

And see, you will get these fundamental truths from these people

Dave Yoho:

by asking questions in a series of, and, and I, I hate to tell you this

Dave Yoho:

'cause somebody's going to hear it.

Dave Yoho:

Anybody put me to a test?

Dave Yoho:

I like difficult people because difficult people have opinions

Dave Yoho:

that they think are erudite.

Dave Yoho:

So I say, fine.

Dave Yoho:

It is good to meet somebody that knows life.

Dave Yoho:

Gimme some ideas of what you now know.

Dave Yoho:

And why you, you know, why you would.

Dave Yoho:

So all these things then can be encapsuled in when you are talking to

Dave Yoho:

the people instead of the appointment and say, as a finality two appointment.

Dave Yoho:

Now here's what we can do.

Dave Yoho:

We can have our representative come to your home at a specific time, at your

Dave Yoho:

convenience, preferably in daylight to begin with, or at least twilight.

Dave Yoho:

So you can see the excision and let's say it's a roof of the outside

Dave Yoho:

product, whatever it might be.

Dave Yoho:

And then, uh, we will also have him, he'll have a kit with him and he will

Dave Yoho:

examine your roof from the interior.

Dave Yoho:

We will take a look at here, these words, what you need to have done

Dave Yoho:

and what you want to have done.

Dave Yoho:

And if we can supply you with either of these things, we will give you an accurate

Dave Yoho:

proposal on what your investment might be.

Dave Yoho:

Listen to it.

Dave Yoho:

They are fundamental words out of something called neurolinguistic planning.

Dave Yoho:

Now the person says, okay, alright, I'm gonna let you in my own.

Dave Yoho:

They're gonna say that when the guy gets to the house, first thing I tell

Dave Yoho:

'em is, look at the name on the lead, whatever the name is, say it four or

Dave Yoho:

five times before you knock on that door.

Dave Yoho:

If the name is Alki, break it down phonetically and say

Dave Yoho:

it as clearly as you can.

Dave Yoho:

And once you knock on the door, if you're a guy and if you're over six

Dave Yoho:

foot tall, you take a step back.

Dave Yoho:

Why?

Dave Yoho:

It has to do with the, uh, ratio or distance between you and I and this is

Dave Yoho:

at a neurolinguistic leveling, meaning I wanna be speaking at your level, not mine.

Dave Yoho:

So I back off.

Dave Yoho:

But let's go back again.

Dave Yoho:

Knock on the door, man.

Dave Yoho:

Comes the door.

Dave Yoho:

You look at it and say, Mr. Brown, he says, yes, Mr. Brown.

Dave Yoho:

I'm from x, Y, Z company.

Dave Yoho:

Uh, we have an appointment for six o'clock.

Dave Yoho:

It is now five minutes after.

Dave Yoho:

So I'm running five minutes late with an apology.

Dave Yoho:

Did my company tell you what we will do here today?

Dave Yoho:

I will say, well try to sell us somewhere.

Dave Yoho:

Give us an estimate to try to get us to put on a new roof or put in.

Dave Yoho:

Well, you don't say yes or no.

Dave Yoho:

You say, we're here to take a look at what you want to have done and what

Dave Yoho:

you need to have done, and if we can fulfill both of what you want and what

Dave Yoho:

you need, we can give you an accurate proposal on what your investment might be.

Dave Yoho:

And, and for some reason we can't do what you need and want, we'll,

Dave Yoho:

maybe able to give you, uh, a referral to somebody who can do that.

Dave Yoho:

Do you think that is abrasive language is a trick getting

Dave Yoho:

people to do it, people to say it.

Dave Yoho:

And so what happens?

Dave Yoho:

We, we created something, I don't know if you've seen this shed

Dave Yoho:

called Super sales training.

Dave Yoho:

Have you seen that?

Seth Heckaman:

I have.

Seth Heckaman:

Yep.

Dave Yoho:

You've, you've actually seen the.

Seth Heckaman:

Yeah.

Seth Heckaman:

Yeah.

Seth Heckaman:

So we have customers that swear by it.

Seth Heckaman:

So I've been in their offices when they're using

Dave Yoho:

Here's what it is.

Dave Yoho:

Uh, and some people, when they hear the first time, they'll say, oh boy, no,

Dave Yoho:

listen to this because it's me starting.

Dave Yoho:

And what it is is for you understand the fundamentals of speech.

Dave Yoho:

I don't want to put anybody down.

Dave Yoho:

I don't want to say I'm better than anybody.

Dave Yoho:

I'm not going to tell you I'm better educated than anybody I, or that I have

Dave Yoho:

more money or I've been more successful.

Dave Yoho:

Nothing about that.

Dave Yoho:

I want to be able to fundamentally say to you, speak to you in a

Dave Yoho:

language that you can understand.

Dave Yoho:

So then I say, but here's something that you have to come and grip with.

Dave Yoho:

I'm going to say, and this is, I'm doing this and this, uh, and the

Dave Yoho:

people who, who use this pretty fundamental, uh, it's ongoing.

Dave Yoho:

They pay for it and it comes by the month.

Dave Yoho:

They pay for it, and it comes by the month.

Dave Yoho:

Very inexpensive.

Dave Yoho:

But the owner of the business, the director of the business, the people

Dave Yoho:

who managing the business have to look at it first to understand this.

Dave Yoho:

So the first thing I say that you're not gonna, like I say,

Dave Yoho:

most people do not like to sell.

Dave Yoho:

Now, if I offend any of you, raise your hands if you're

Dave Yoho:

offended while I'm on camera.

Dave Yoho:

So.

Dave Yoho:

It's okay.

Dave Yoho:

Put your hand up.

Dave Yoho:

Don't worry about it.

Dave Yoho:

You're not gonna offend me.

Dave Yoho:

I'm not gonna offend you because lemme prove to you though

Dave Yoho:

why what you say is not true.

Dave Yoho:

Yeah.

Dave Yoho:

Fundamental truth.

Dave Yoho:

Most people do not like to sell.

Dave Yoho:

Have you ever had an appointment where you're guaranteed

Dave Yoho:

all parties would be there?

Dave Yoho:

You get the house and no one's home.

Dave Yoho:

Oh.

Dave Yoho:

Have you ever gotten in the house and guarantee both people

Dave Yoho:

there and only one is there?

Dave Yoho:

Oh.

Dave Yoho:

Have you got gotten in the house?

Dave Yoho:

You've been told that you could, uh, they'll be there and give you

Dave Yoho:

an hour, hour and a half of time.

Dave Yoho:

And then you say, well, we gotta go to the church for seeing a musical there night.

Dave Yoho:

We only have 15 minutes.

Dave Yoho:

Huh?

Dave Yoho:

Have you ever been told, this is for us.

Dave Yoho:

We like it.

Dave Yoho:

We love you.

Dave Yoho:

And then they don't buy from you that night.

Dave Yoho:

Oh, have you ever sold those people?

Dave Yoho:

And then three days later they cancel.

Dave Yoho:

Have you ever sold them and it took longer to get to the job than you had

Dave Yoho:

anticipated, and they wanna cancel.

Dave Yoho:

Have you ever sold a job where they believed you promised something

Dave Yoho:

you didn't give them and they're withholding you part of the payment?

Dave Yoho:

Now?

Dave Yoho:

Now, now I don't wanna go on from here.

Dave Yoho:

I just gave you seven or eight things.

Dave Yoho:

Is there anything to like about any of those things?

Dave Yoho:

No.

Dave Yoho:

That's the realities of life.

Dave Yoho:

That's what, it's the percentage.

Dave Yoho:

You're never, you tell me the finest salesperson, you know, and

Dave Yoho:

I'm going to tell you, if he sells better than 35% of the leads that

Dave Yoho:

you give him, you're in Clover.

Dave Yoho:

But if he does, then you have five salesmen and the other guy on the other

Dave Yoho:

end is selling less than one out of 10.

Dave Yoho:

Because the truth is we wanna get the, that's what I wanna like.

Dave Yoho:

Now, the second thing is most people don't understand selling.

Dave Yoho:

Why?

Dave Yoho:

Why is that?

Dave Yoho:

So, ask you the question, have you ever sold a guy you believe he sold, his

Dave Yoho:

wife likes it, he likes it, everything, but he starts to hit you with price,

Dave Yoho:

injections and whatnot, and you can't sell it, and you come into the house.

Dave Yoho:

What do you call that guy?

Dave Yoho:

Tell me what, what label do you give him?

Dave Yoho:

A price buyer, cheap, et cetera.

Dave Yoho:

Whatever you call him, you named him that because you don't want anyone to think

Dave Yoho:

this is something that you didn't do.

Dave Yoho:

And all these things we teach and the simple things is you

Dave Yoho:

have to watch them over and over.

Dave Yoho:

I didn't get my education easily.

Dave Yoho:

I, I have to tell you, when I came home from World War II and went back to

Dave Yoho:

school, I had to work during the day.

Dave Yoho:

My parents didn't have enough money to have me stay home without working.

Dave Yoho:

So I worked during the day and went to school at night.

Dave Yoho:

I went five nights a week for 26 weeks, and then you get a week off

Dave Yoho:

and you go right back and do it again.

Dave Yoho:

I'm only telling you that to say if it's worthwhile.

Dave Yoho:

It's never easy.

Dave Yoho:

And learning your customer, what can you take away from the sale you didn't make?

Dave Yoho:

What do you take away from how?

Dave Yoho:

How satisfied is your customer?

Dave Yoho:

Now I'm giving you a speech and I, I regret that you ask

Dave Yoho:

a question and I assume until you break in and tell me stop.

Dave Yoho:

Lemme stay on the same subject.

Dave Yoho:

Alright?

Dave Yoho:

That should give you grounds to ask me a couple other questions.

Todd Miller:

You, you are such a wealth of information that, you know, it's just

Todd Miller:

great to hearing you and listening to you and, and learning here today, Dave.

Todd Miller:

Um, I, one of the things that you just said, um, if it's worthwhile,

Todd Miller:

it's never easy and I, I mean, I wholeheartedly agree with you on that.

Todd Miller:

Can you just kind of reflect a little bit on that?

Todd Miller:

I mean, are there people that go into sales thinking, oh, this must be easy.

Todd Miller:

My uncle did it, my grandmother did it, and you know, I, I

Todd Miller:

can sit and talk to people.

Dave Yoho:

Yeah.

Dave Yoho:

Well, because they never looked for illicitly at what they were asked to do

Dave Yoho:

because a part of that is you would say to somebody what they like and dislike.

Dave Yoho:

Have you ever been on a call where the temperature's over 90 degrees

Dave Yoho:

or under 20 degrees and you had to stand outside for a while?

Dave Yoho:

How many of you ever had to canvas?

Dave Yoho:

Any anybody like that had to canvas and likes to can?

Dave Yoho:

It's sick.

Dave Yoho:

They need treatment.

Dave Yoho:

So most things you have to overcome.

Dave Yoho:

The illogical parts.

Dave Yoho:

Anybody going to pay you a lot of money?

Dave Yoho:

And incidentally, we have companies where the salespeople sell product.

Dave Yoho:

Um, the average contract range, uh, 25, 20 $8,000 average contract.

Dave Yoho:

But we have companies that have salespeople who sell

Dave Yoho:

between three or $4 million.

Dave Yoho:

And in the same organization now, they're a big organization.

Dave Yoho:

You get people who sell under a hundred, uh, under a million and a half.

Dave Yoho:

Now, it all depends on the standards that you set.

Dave Yoho:

And, um, uh, a firm believer in something called analytics.

Dave Yoho:

I'm getting off in another language there.

Dave Yoho:

Analytics is no more than getting an RCM and analyzing how many

Dave Yoho:

leads did we take in last month?

Dave Yoho:

How many leads did we take in last week?

Dave Yoho:

How many of those leads did we convert to appointments?

Dave Yoho:

How many of the leads did we get there?

Dave Yoho:

That there was a one party situation?

Dave Yoho:

And you take a look at those analytics and work towards perfecting them

Dave Yoho:

or take a look at the, uh, the, the person's behavior and what it's like.

Dave Yoho:

I do have to tell you,

Dave Yoho:

and I wrote a book on this called The EPO Theory, energy, persuasion,

Dave Yoho:

optimism, and Discipline.

Dave Yoho:

It became a bestseller.

Dave Yoho:

Uh, it's the second, uh, formation of it is in its second edition already, and it's

Dave Yoho:

called How, how to Have a Great Year Every Year, and the Epo, d Theory, wars, energy,

Dave Yoho:

persuasion, optimism, and Discipline.

Dave Yoho:

All these things are what I call outwards.

Dave Yoho:

You're developing them as a form of interacting with people and,

Dave Yoho:

uh, and not judging them, but.

Dave Yoho:

Interact with people.

Dave Yoho:

I tell you, I give you another example.

Dave Yoho:

We were in Chicago doing a, a, a, series of management programs and we

Dave Yoho:

didn't know the makeup of the audience.

Dave Yoho:

'cause the audience sitting there, how can you know who's, why not?

Dave Yoho:

And uh, there were two women sitting down close to the front and I

Dave Yoho:

say, is any of this complicated?

Dave Yoho:

Inherently, uh, you hear it, you don't like it.

Dave Yoho:

Woman puts her hand up and she says it, it is not fair and it's not Christian life.

Dave Yoho:

So I said, why is that?

Dave Yoho:

She said, you're teaching people to always answer a question with a question.

Dave Yoho:

I said, that's true.

Dave Yoho:

She said, and that's fundamentally wrong.

Dave Yoho:

Why is it?

Dave Yoho:

Well, she said, we're both nuns and we're both teachers.

Dave Yoho:

I said, I got the answer already.

Dave Yoho:

You are it, you're God's messenger.

Dave Yoho:

But here's what I will tell you.

Dave Yoho:

Take a look at your Bible.

Dave Yoho:

In the Bible, wherever you see it in red, that's where Jesus is asking a question.

Dave Yoho:

He doesn't say, there's only one answer.

Dave Yoho:

He says, here's the question.

Dave Yoho:

And if you look at something like the prodigal son, how can you

Dave Yoho:

ever rationalize any part of that as being powerful or correct?

Dave Yoho:

Now, that's life.

Dave Yoho:

And I don't use that in all the seminars because some people

Dave Yoho:

might get offended at it.

Dave Yoho:

But the, but the truth is, you'll be judged on how much you know about me.

Dave Yoho:

I'm talking about customers now.

Dave Yoho:

How much do you know about me?

Dave Yoho:

How much do you know about my indecision?

Dave Yoho:

And, uh, if you take a look at what we do to devise that, look at what

Dave Yoho:

percentage of things are financed and goes, I can't bring that up.

Dave Yoho:

Most people don't like the finance.

Dave Yoho:

Why?

Dave Yoho:

Well, because, uh, well, lemme tell you something.

Dave Yoho:

85, 80 5% of expensive cars.

Dave Yoho:

I'm not talking about 40, 60, I'm talking about expensive cars.

Dave Yoho:

Uh, uh, um, uh, Lexus, uh, Mercedes, uh, any of these things

Dave Yoho:

are finance, are or leased.

Dave Yoho:

Why?

Dave Yoho:

Because the guy has money says, I don't wanna put, I don't wanna put the assets

Dave Yoho:

in, put my assets in the marketplace.

Dave Yoho:

I, but whatever fundamental reason he is given, it's his value system.

Dave Yoho:

It's not yours, it's his.

Dave Yoho:

So if we think of our customers as being a great asset, a wonderful

Dave Yoho:

asset, then how do we say to you, you've gotta go in the house and judge

Dave Yoho:

you can't until you get 'em to talk.

Dave Yoho:

And getting the talk has to be based on your willingness to

Dave Yoho:

listen to what they tell you.

Todd Miller:

You.

Todd Miller:

This has been fantastic, and we are coming up on an hour, which

Todd Miller:

is kind of where we start to kinda wind things down here a little bit.

Todd Miller:

But, um, been a real pri privilege to have you here today, but I'm kind of

Todd Miller:

curious, I mean, are there any final words of encouragement or advice you'd

Todd Miller:

have for, um, let's say salesperson out there in the home improvement industry?

Todd Miller:

And, you know, let's say it's a guy that's working for a company

Todd Miller:

that doesn't subscribe to your theories, doesn't subscribe to

Todd Miller:

methodologies and systemization.

Todd Miller:

How, what advice do you have for that salesperson?

Todd Miller:

Um, how can he still be a top achiever and top performer despite maybe being

Todd Miller:

in a culture that doesn't, uh, recognize and put forth, you know, uh, selling by

Todd Miller:

methodology and step selling and so forth.

Dave Yoho:

Well see you're dealing with, um, a fundamental human issue.

Dave Yoho:

Most people do not like regimental learning.

Dave Yoho:

Would you agree?

Todd Miller:

Uh, that's a good point.

Dave Yoho:

Do you have grandchildren, Todd?

Todd Miller:

Not yet.

Todd Miller:

And, uh, my son has to talk to a girl before I ever will, so I

Todd Miller:

don't know if that's in the cards.

Todd Miller:

He's a little shy.

Dave Yoho:

we'll go back.

Dave Yoho:

How many children do you have?

Todd Miller:

Just one, one son.

Dave Yoho:

How old was he when he can do his ABCs?

Todd Miller:

Uh, he was about two.

Dave Yoho:

How about you

Seth Heckaman:

My girls were, yeah, two, two to three.

Seth Heckaman:

Somewhere in there.

Seth Heckaman:

Yeah.

Dave Yoho:

now?

Dave Yoho:

How did they learn to do their ABCs?

Dave Yoho:

Pretty complicated things.

Dave Yoho:

26 letters in the alphabet, not connected in any form.

Dave Yoho:

How do they get to do that?

Seth Heckaman:

They repeated the song.

Seth Heckaman:

They heard us singing over and over again.

Dave Yoho:

And that is called a mnemonic.

Dave Yoho:

That's a strange word.

Dave Yoho:

It's spelled with MNE and.

Dave Yoho:

Uh, it is again, MNE, that's how that word is spelled.

Dave Yoho:

Look it up.

Dave Yoho:

And what it is, it talks about cadence.

Dave Yoho:

And the cadence means A, B, C, D, F, G, H, IJK, uh, now it doesn't

Dave Yoho:

make any difference if you, uh, have a master's degree in English

Dave Yoho:

or math, or you're an engineer.

Dave Yoho:

Whatever it is you are, whatever it is, you know, here's a fundamental, any child

Dave Yoho:

can be taught that by a parent who doesn't have better than a five grade education.

Dave Yoho:

But see if that child doesn't learn that mnemonic.

Dave Yoho:

by the way, the other part of it is if you wanna get technical, it's

Dave Yoho:

done in what we call I iic Penter.

Dave Yoho:

If the child doesn't learn that he can never spell a word.

Dave Yoho:

And if he can't spell a word, he can't put it into a sense.

Dave Yoho:

So the fundamentals of our education must start with A, B, C, D, E, F, G,

Dave Yoho:

H, gk, and that's wherever you are.

Dave Yoho:

So the fundamentals of human nature, say, examine yourself.

Dave Yoho:

Give yourself, uh, we do this all the time.

Dave Yoho:

This, the, these things we have, we say, look, listen to players.

Dave Yoho:

You got a question that isn't answered on there, you call us, but it's ongoing.

Dave Yoho:

And if you see the people who use it, the way they're using it is

Dave Yoho:

to give them an education first.

Dave Yoho:

And it isn't fair.

Dave Yoho:

I mean, today, there are a lot of ways to measure, but if you have pe,

Dave Yoho:

if you have customers, if you have affiliates who have other people working

Dave Yoho:

for them, how do you know that what you're teaching them is what they're

Dave Yoho:

really saying to your customers?

Dave Yoho:

Now, there are companies that, uh, that, uh, do that for you electronically.

Dave Yoho:

They record, uh, your whole message.

Dave Yoho:

And we companies who buy that service and then they don't listen to the recordings.

Dave Yoho:

And the truth is, is everybody saying what you say?

Dave Yoho:

Because if you don't get arithmetic by doing the basics or you don't get, uh,

Dave Yoho:

I am a panter or a mnemonic to start your education, it becomes tougher.

Dave Yoho:

But uh, see even children raised in orphanage really get the basics

Dave Yoho:

of that again, the neonic, the IMB.

Dave Yoho:

So Todd, to answer that question, most people don't wanna deal with fundamentals.

Dave Yoho:

Most people don't read a book.

Dave Yoho:

I read this book by, look, I heard him speak somewhere.

Dave Yoho:

I read this book by child Charlie Hoffer.

Dave Yoho:

Well, what did he do?

Dave Yoho:

What did he do for a living?

Dave Yoho:

Uh, he sold pots and pants.

Dave Yoho:

Great.

Dave Yoho:

That's great.

Dave Yoho:

Did he ever run the company?

Dave Yoho:

No.

Dave Yoho:

Did he ever train other people?

Dave Yoho:

No.

Dave Yoho:

But he's telling you what he did, and because he did it, he wants you to

Dave Yoho:

emulate that and you do it his way.

Dave Yoho:

And then the way the world works, it isn't the way they look.

Dave Yoho:

So the fundamentals, getting to the fundamentals is, is

Dave Yoho:

a really, really tough deal.

Dave Yoho:

We have people that come to our, this thing we're going to be doing in October.

Dave Yoho:

Um, I hope you get there.

Dave Yoho:

We're going to be doing something called a gathering of eagles.

Dave Yoho:

And if you haven't seen it, it'll go online shortly.

Dave Yoho:

And what it is, is paying homage to these people who have worked hard

Dave Yoho:

diligently at, uh, mastering these techniques and then teaching them

Dave Yoho:

to others who have built big, big.

Dave Yoho:

Big, big businesses and, uh, and and they, but they live in a, a

Dave Yoho:

world that people look at them and say, yeah, I couldn't do that.

Dave Yoho:

And, And, uh, and so if you say to somebody, this is what you

Dave Yoho:

need, they don't necessarily, that they don't necessarily

Dave Yoho:

want to do what their needs are.

Dave Yoho:

Make sense?

Todd Miller:

Absolutely, absolutely.

Todd Miller:

It goes back to what just said.

Todd Miller:

If it's worthwhile, it's never easy.

Todd Miller:

Um, so you gotta figure that out.

Todd Miller:

Well, Dave, we're going to ask you for some contact information here

Todd Miller:

in a little bit, but before we get there, I have to ask if you are

Todd Miller:

willing to be part of something we call our rapid fire questions.

Todd Miller:

So these are just five sort of random questions.

Todd Miller:

Um, we're gonna ask you.

Todd Miller:

Some are serious, some may be a little silly.

Todd Miller:

All you have to do is give a response.

Todd Miller:

Um, are you up to the challenge of rapid fire?

Dave Yoho:

Uh, go ahead.

Todd Miller:

I know you are.

Todd Miller:

Um.

Dave Yoho:

Here's one thing I want you to say.

Dave Yoho:

Answer me.

Dave Yoho:

Are you looking for answers or is this just part of a, a game?

Todd Miller:

This is really part of a game.

Todd Miller:

Uh, but, but yeah, I mean, whatever your answers are, um, these are just

Todd Miller:

quick, we call it rapid fire questions.

Todd Miller:

Just real simple questions.

Dave Yoho:

I'll say to somebody, okay, if any of it's going to be mathematics,

Todd Miller:

This will not be

Dave Yoho:

okay?

Dave Yoho:

Because if you ask me mathematics, the answer is 1 71.

Todd Miller:

Okay.

Dave Yoho:

Well go ahead,

Todd Miller:

Well, that may be the answer anyway.

Todd Miller:

I don't know.

Todd Miller:

Um, Seth, go ahead and you ask the first question.

Seth Heckaman:

All right, Dave.

Seth Heckaman:

First rapid fire question, what is a daily habit that you swear by for

Seth Heckaman:

staying active and sharp in your career?

Dave Yoho:

exercise every morning, uh, five days a week, minimally, uh, do the

Dave Yoho:

exercises for your brain and your body and your limbs, so you stay mobile.

Dave Yoho:

Do you know how old I am, Seth?

Seth Heckaman:

96.

Dave Yoho:

Yeah, I'll be nine seven in about six weeks.

Dave Yoho:

And I don't know, most people can keep up with my schedule or what I

Dave Yoho:

do, but it comes from discipline.

Seth Heckaman:

Incredible.

Seth Heckaman:

Yep.

Seth Heckaman:

I, I know there's lots of people talking in the breakfast line at

Seth Heckaman:

these seminars about seeing Dave down in the gym at five 30 that morning.

Seth Heckaman:

So.

Todd Miller:

Yep.

Todd Miller:

I do.

Todd Miller:

I knew that was gonna be your answer, so that's why we asked it.

Todd Miller:

Um, question number two.

Todd Miller:

Um, and I, you actually probably already covered this, but what is a common excuse

Todd Miller:

you hear from underperforming salespeople?

Dave Yoho:

Okay?

Dave Yoho:

Something is wrong with the system.

Dave Yoho:

Something's wrong with society, something's wrong with our customer.

Dave Yoho:

Something's wrong with the customer's attitude.

Dave Yoho:

Something is wrong with their value system.

Dave Yoho:

And if they know they can't get quality, why do they buy a cheaper version?

Dave Yoho:

So that's acquiescing and blaming it all on some of what it really comes

Dave Yoho:

down to because of, or in spite of.

Todd Miller:

You know, as 40 years of working with salespeople, so often

Todd Miller:

I've had that happen where I ask 'em, Hey, how'd that lead go the other day?

Todd Miller:

Oh, that customer's messed up.

Todd Miller:

Well, okay, I Did you follow the system?

Todd Miller:

Well, no, they wouldn't let me.

Todd Miller:

They wouldn't even let me get.

Todd Miller:

Okay, I understand.

Seth Heckaman:

All right.

Seth Heckaman:

Question number three.

Seth Heckaman:

If you weren't in this industry, what career do you think you might have chosen?

Dave Yoho:

Um, I'd say, uh, serving people in some form, uh, I don't

Dave Yoho:

necessarily see in the religious light.

Dave Yoho:

I would say that, uh, I would get in the field of working with people who

Dave Yoho:

have medical problems, uh, mental problems, combination of the two.

Dave Yoho:

I would like to work with people.

Dave Yoho:

I, I do some of it now, but that's, if I had a lot more

Dave Yoho:

time, I would do a lot more.

Seth Heckaman:

Beautiful.

Todd Miller:

That's an incredible awesome question.

Todd Miller:

Number four, are you a dog person or a cat person?

Todd Miller:

Dave?

Dave Yoho:

I'm neither.

Dave Yoho:

I've never had a pet.

Dave Yoho:

Now my children all have pets.

Dave Yoho:

Everybody in this office has pets.

Dave Yoho:

My son has pets.

Dave Yoho:

All my children have had dogs, but they never had 'em in in my house.

Dave Yoho:

I never, I never had pets in my house.

Dave Yoho:

I like them as long as they're in other people's turf.

Todd Miller:

The older I get, the more I feel that way.

Todd Miller:

Although I'm, I'm nursing two geriatric dogs right now at home.

Seth Heckaman:

All right.

Seth Heckaman:

Last question.

Seth Heckaman:

Question number five.

Seth Heckaman:

At the end of your days, well far into the future, uh, what do

Seth Heckaman:

you want to be remembered for?

Dave Yoho:

I'd say for, uh, for being there when called upon, I'm, uh, I'm

Dave Yoho:

a firm believer in that I believe that each of us has been given skill

Dave Yoho:

sets, which the rest of the society doesn't have, and that God calls

Dave Yoho:

us to use the skillset to benefit.

Dave Yoho:

Around him and not always getting reciprocal development from the people.

Dave Yoho:

That's a great idea.

Dave Yoho:

Here's a thousand dollars.

Dave Yoho:

It doesn't work that way.

Dave Yoho:

So, uh, I firmly believe that being a giver and, uh, I am fortunate, uh, because

Dave Yoho:

I surrounded myself with those kind of things, starting with the woman I married.

Dave Yoho:

I've been married 52 years with the same woman I was married 22 years

Dave Yoho:

and nine months before to another woman who's long since passed away.

Dave Yoho:

But this woman I married is just my ideal mate, can put up with all my nonsense.

Todd Miller:

That's beautiful.

Todd Miller:

Good stuff.

Seth Heckaman:

And you have.

Seth Heckaman:

Into that call and, and because of it had an absolutely

Seth Heckaman:

unmatched impact on our industry.

Seth Heckaman:

And we, first and foremost want to thank you for that and are grateful for that.

Seth Heckaman:

Dave, those of you that, uh, want to learn more about Dave Yoho Associates

Seth Heckaman:

and all the services and, and support you can offer through those consulting

Seth Heckaman:

programs and and training programs, what's the best way for them to,

Seth Heckaman:

to learn more and to reach out?

Dave Yoho:

Number of ways.

Dave Yoho:

First of all, we're hard to miss.

Dave Yoho:

Uh, if you Google Dave Yo Associates, you'll probably get 80,000 entries.

Dave Yoho:

But if you Google us, uh, here's an easy way.

Dave Yoho:

The, the, if you send communication here, admin, a MIN, now admin is

Dave Yoho:

short for administration, admin at.

Dave Yoho:

Dave, D-A-V-E-Y-O-H o.com admin.

Dave Yoho:

And you get it.

Dave Yoho:

There you go.

Dave Yoho:

Online, anything, you have a question, any other information?

Dave Yoho:

We got all kinds of, uh, handouts or white papers that we produce that

Dave Yoho:

you probably get on a regular basis.

Dave Yoho:

We're happy to give it to them without, uh, obligation and don't miss our program

Dave Yoho:

In October, October 28th, 29th and 30th, it's gonna be right here in Washington

Dave Yoho:

and you're gonna meet these people.

Dave Yoho:

We talked about the guy that does 1,000,000,002 and the guy that

Dave Yoho:

does 700 million, and the guy after him that does 500 million and the

Dave Yoho:

guy that you're just gonna meet.

Dave Yoho:

Some of the most unique characters, the most unique

Dave Yoho:

people, and there's an opportunity.

Dave Yoho:

Always put yourself in a place where you can learn something.

Todd Miller:

Well, thank you very much and we will put your information

Todd Miller:

plus the information about the October event in the show notes.

Todd Miller:

Hope to, uh, be able to make it and see you there.

Todd Miller:

It's, it's been a real privilege.

Todd Miller:

Thank you.

Todd Miller:

And thank you to our audience for tuning into this very special

Todd Miller:

episode of Construction Disruption with the incomparable Dave Yoho.

Todd Miller:

Please watch for future episodes of our podcast.

Todd Miller:

We always have great guests.

Todd Miller:

Don't forget to leave, review, give us a thumbs up, whatever.

Todd Miller:

In the meanwhile, keep on disrupting, keep on challenging, uh, keep on

Todd Miller:

looking for better ways of doing things.

Todd Miller:

And most importantly, don't forget to have a positive impact

Todd Miller:

on everyone you encounter.

Todd Miller:

Make them smile.

Todd Miller:

Encourage them to simple yet powerful things we can all do

Todd Miller:

to literally change the world.

Todd Miller:

So God bless and take care.

Todd Miller:

This is Isaiah Industry signing off until the next episode

Todd Miller:

of Construction Disruption.

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