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Unlocking Success: The Power of Gratitude and Personal Engagement in Sales Relationships with Ken Wilson
Episode 32 • 16th July 2024 • Business Superfans Podcast • Frederick Dudek (Freddy D)
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Episode 32  Frederick Dudek (Freddy D)

Unlocking Success: The Power of Gratitude and Personal Engagement in Sales Relationships with Ken Wilson

In this episode of the Business Superfans Podcast, I had an amazing chat with my old friend Ken Wilson , a sales pro with 30 years in the software-as-a-service (SaaS) industry. We reminisced about our early days in Chicago, shared laughs about fax machines and brick phones, and dove into the core values that shaped our careers—trust, integrity, and hard work.

Ken shared his journey from feeling lost post-college to thriving in sales, emphasizing grit and continuous learning. We discussed building genuine relationships, creating superfans, and the power of gratitude. Plus, we touched on using tech to connect authentically with clients. Stay tuned for more insights and stories!

Discover more with our detailed show notes and exclusive content by visiting: https://bit.ly/4cGK52Q

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Mentioned in this episode:

Business Superfans Accelerator

Attention business owners, are you looking to transform your employees, customers, and business allies relationships and elevate your brand to new heights? Join the Business Superfans Accelerator today. Led by me, Freddie D, this dynamic mentorship program empowers you to turn your stakeholders into passionate superfans. The ultimate brand advocates who actively promote your business. Imagine a community of dedicated supporters promoting your products or services, not just through word of mouth, but as proud champions of your brand. With exclusive access to monthly Q& A sessions, brainstorming opportunities, and valuable resources like online courses, playbooks, and much more. This program is designed to provide you with the tools you need for sustainable, profitable growth. Don't wait. Every moment you delay allows your competition to get ahead. Sign up now at bizsuperfans. community and start unleashing the potential of your superfans today. Your brand's transformation awaits. Let's make business growth your reality.

Business Superfans Accelerator



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Transcripts

Freddy D:

Ken Wilson is just your average small time guy.

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Who grew up in a blue collar family

in the cornfields of Illinois.

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He overcame adversity early on.

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He lost his mom at a very young age.

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His dad remarried and ended up going

through a difficult divorce, which

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left the family with little money

and living in low income housing.

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Ken used sports to get him

through the hard times.

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He excelled in baseball and got a

scholarship to play college ball only

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to suffer a career ending injury.

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After graduation, he landed an

unexpected job in a technology industry,

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selling manufacturing software.

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And over the past 25 years,

Ken has created a successful

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career in that industry.

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Winning many honors.

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He attributes his success to a

positive attitude, great work ethic

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surrounding himself with some incredible

people and a true desire to serve.

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Ken lives in Florida with his wife of

almost 30 years and has a 23 year old

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son and a 21 year old daughter for fun.

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Ken likes to hang out on the beach, hike

in the mountains, ride his electric bike

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workout and spend time with his family.

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He is also the author of two books

that he wrote during the pandemic,

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The Bible Simplified and The

Invitation both available on Amazon.

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Welcome Ken Wilson to the

Business Superfans Podcast.

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Ken Wilson: Freddie D.

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Wow.

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What a blast from the

past when you called me.

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I remember our early days in the

manufacturing software industry

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in Chicago, like 30 years ago.

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Freddy D: Yeah.

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Ken Wilson: Just think about it.

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I was just how young and

clueless I was as a sales rep.

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But you had drive.

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Freddy D: You had Drive, and I remember

when we drove together in a couple of

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accounts that we went because I was

managing the channel, and I think you

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worked for CAD CAM tools at the time, if

I remember correctly, we just hit it off.

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And we went to a couple of accounts.

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We had

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the same mindsets.

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And it was a lot of fun.

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Ken Wilson: Had a lot of fun.

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And you taught me a lot.

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Again, I was coming out of school.

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So you were a little bit more polished.

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It took me a little time to

learn from you on this stuff.

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That kind of feeds into a little

bit more about my background

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and set the stage here.

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Like you said, anything is

possible with hard work, grit.

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A desire to learn and

get better every day.

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And most of the time You gotta have a goal

to have that vision of where you want to

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go, because if you don't know where you

want to go, you're going in a circle.

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Exactly.

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But I think Fred, Freddie, I think the

most important thing is the ability

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to deal with other people, right?

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Not just in sales, but also in all

aspects of our lives, whether it's a

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friendship, your marriage, any type of

relationship, it's just basically gets

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down to, how do you deal with people?

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I grew up in the cornfields of Illinois.

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In a blue collar family, several

of my family members only

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had fifth grade educations.

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My dad went to army.

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He got his high school degree.

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So from my perspective, Freddie

is, we really weren't this

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career minded driven family.

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My grandma, she helped raise me and

she washed dishes most of her life.

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My dad worked at the local

refinery on the night shift.

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The majority of his life, he was just

doing all these odd and end construction

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jobs, but what they did teach us.

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Was the core values of trust,

integrity, respect, and hard work ethic.

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It was driven by discipline too.

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Like when we got out of line, my

dad made sure we got back in line.

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Freddy D: I know that story very well.

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Cause my parents came from

Europe, similar thing.

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They were beginnings and what changed

my life was the fact that I met a guy

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at a gas station when I was pumping gas.

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I'm still friends with this gentleman.

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His name is Don Tocco.

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He gave me a pamphlet that had all

these books, the power of positive

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thinking and think and grow rich and

how to win friends and influence people.

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I read that stuff and it completely

transformed me and he taught

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me to believe, so I totally

get where you're coming from.

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Ken Wilson: Yeah, I used to work days

at the lumber store, nights stocking

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shelves at the grocery store, just trying

to make ends meet and then thinking,

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what the heck am I going to do with

the rest of my life with this degree?

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Who am I going to be?

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And is, do I want to be in advertising

and graphic design the rest of my life?

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So I was basically lost after

college with no real direction.

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And I sent out hundreds of resumes,

no callbacks, no responses.

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So out of nowhere, a couple

of years out of college, I

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get this call from a company.

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Who wanted me to sell computer

RAM chips back in:

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Again, I'm an advertising graphic

design guy, and the only chip I knew

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back there was like potato chips.

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Right?

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I'm like, okay, you

want me to sell for you.

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What does that have to do with

anything graphic design related?

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And what about my lack of

experience and knowledge in sales?

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A lot of us aren't, right?

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Right.

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Old and trained on how

to be a salesperson.

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But this company, out of

nowhere, gives me a chance.

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I said yes.

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And the rest is history, as I've been

in sales now for, God, 30 years now, and

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it's the best career move I've ever made.

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Freddy D: You're very good at it.

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Ken Wilson: And my advice to those people

out there who think they're just not good

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enough, or maybe they don't have any idea

what they want to do with their life, or

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maybe they don't think they deserve the

opportunity, I want to make it very clear.

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Yes, you do deserve it.

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You deserve it.

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And you can do it.

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You gotta go after it.

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But you gotta make a choice, too.

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Right, Freddie?

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You gotta get past the fear, accept

the invitation, because you never

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know where it's gonna take you and

the people you're gonna meet along

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the way that are gonna help shape

your life and impact your career.

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Freddy D: Yep.

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Sylvester Stallone says it the best.

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There's nothing tougher than life

because it will knock you down and it's

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going to knock you back down and you

got to get back and knock back at it.

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Ken Wilson: You know what?

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You were so right.

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I was reflecting back too.

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So when your call came out of the blue,

I'm thinking about old school days on

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that journey and just how far I've come.

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All these struggles and obstacles

I've been encountering along the way

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to help shape me into who I am today.

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I'm grateful for you, all the

people and experiences in my life.

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I truly believe the best education

is being in the trenches.

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Freddy D: Absolutely.

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Ken Wilson: Taking the punches.

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You gotta take the punches.

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Fall down.

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Freddy D: And they hurt.

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They leave a mark.

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But you gotta get back up.

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Ken Wilson: That's why they call them

the College of Hard Knocks, right?

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I remember having a lot of these face

flat, on the mat moments along the way.

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I always tell our kids this too, but

separates the winners from the losers.

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This getting back up, getting back

in the game and doing it all over

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again that you were talking about

the desire and then how you respond.

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That's how you respond to those obstacles

and circumstances along the way.

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And it's all gets down to your

choices that you make in life.

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Freddy D: And sometimes

it's hard to get back up.

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You think that it's over.

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You can't make it and you get delusional.

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But you got to slap yourself

upside the head a few times.

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It doesn't happen right away.

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Once you do and snap out of it,

you get back on the horse and

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you start going forward again.

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Ken Wilson: So old school days, Freddy,

early nineties, hip hop music, Michael

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Jordan, the Bulls, fax machines were in.

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Internet was just starting up and

knocking on doors, handing out business

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cards when we were in a suit and tie.

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You remember the old James Bond 007

brick phones that were so cool back then?

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Freddy D: I had one.

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I had a couple of them, but

we were cool, man, in our back

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pockets, these big bricks.

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So, yeah, those were wild times.

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Ken Wilson: Freddie, do you remember

the one where I thought I was so

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professional when I got my first leather

briefcase with those gold clasps?

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Oh, yeah.

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It would make that loud click when you

press the button to open a hard briefcase.

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Oh, yeah.

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Yeah, and we were men, man.

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We made it to the top.

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If they didn't buy, you just use it.

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Freddy D: For real

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Ken Wilson: it's eyeopening and pretty

amazing to think back on those 30 years.

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I'll share what I mean and what

makes a person stand out from

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another person or why one sales rep

is more successful than another.

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Because when you get right down to

it, Freddy, it's not really magic.

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Freddy D: No, it's not.

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Ken Wilson: There's just some plain,

simple things that people can do, certain

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values and principles that you can embrace

and practice that were in place hundreds

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of years ago and are still in place today.

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Freddy D: And they work, that's the thing

is the society has changed a bit to where

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it's a lot more transactional, but the

ones that blend old school have a dramatic

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advantage over those that are just

strictly in a transactional world today.

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Ken Wilson: Exactly.

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So for all the young people out

there too, who are deciding what

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they want to do in their lives,

whether it's to get into sales.

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Be an accountant, a

nurse, a doctor, whatever.

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I think what I'm going to talk about

today with you, Freddie, is it applies

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to every career and in life, even

someone who's 50 years old and wants

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to reinvent themselves, this is for

them too, because I was reading up too.

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Look at Colonel Sanders.

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Freddy D: He failed many times.

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Everybody kept saying no.

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He never gave up and he made it.

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There's a lot of people that

retire out of corporate world.

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Okay.

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And then they realize

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this is boring.

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That's why I was so quiet.

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Nothing's happening.

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And so they want to start a

business, but they got no clue

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on how to start a business.

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So that's one of the reasons I wrote

the book because it incorporates a

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multitude of aspects from the beginning

of prospecting, you got to have a

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roadmap, you have to have a vision.

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And so just like you're saying, it

doesn't matter what the industry is,

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it's the principles are the principles.

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They don't change.

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They're applicable everywhere.

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Ken Wilson: Exactly, Freddy.

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And you know what came to mind

too, like reading your book,

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Business Superfans, awesome book.

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And what came to mind after I read

that book is a great book that I read.

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That had a huge impact in my life.

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My success is Dale Carnegie's.

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Freddy D: Yep.

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Ken Wilson: How to Win

Friends and Influence People.

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That was written back in 1936.

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And it was about how to deal with

people, things you don't learn in

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school, just becoming genuinely

interested in other people.

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Freddy D: Sales is building

relationships and creating those

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superfans out of those relationships.

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That's why you and I were so successful

and still are successful in our

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sales approaches is because of the

fact that we built relationships.

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It wasn't the product

that we were selling.

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We were helping that individual achieve

their vision of where they wanted to go.

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The tools that we had were just

the tools to help them get there.

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Ken Wilson: One of the core ideas

in his book, and is that possible

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to change other people's behavior by

changing our behavior toward them.

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Be enthusiastic.

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Just make people feel

a bit more important.

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Freddy D: Here's an important

aspect is if someone says their

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name is Robert, don't call him Bob.

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It's just who gave you the

permission to shorten the name?

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If, especially if they

say it's Robert or Steven.

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And turn around and says, Oh,

Steve, uh, it just that right

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off the bat annoys people.

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They don't usually say something,

some do, but right off the bat,

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you just disrespected them.

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Ken Wilson: Absolutely.

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You really did.

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And right off the bat, you wouldn't

believe that how much of an impact

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that's going to have later on.

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Freddy D: I learned that the hard way.

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In Europe, you don't call the

person by their first name.

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It's actually Mr.

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Whatever their last name is.

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Until they give you the permission to say,

okay, you can call me Robert or whatever.

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Same thing in the Asian culture.

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It's even more so important because

their culture is very different.

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Ken Wilson: That's interesting.

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Another thing too, Freddie is you gotta,

you know, me, I don't take life too

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seriously, but I take my job and taking

care of my clients seriously, but I don't

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let drama, negative talk get in my way.

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Just like you, I surround myself

with positive, energetic, make it

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happen, figure it out kind of people.

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And I can't stress this next key

point enough because 95 percent

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of the salespeople don't do it.

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Be a great listener.

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When I go into a meeting, I talk maybe 5

percent of the time, and that's basically

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because I'm asking them questions about

themselves, their challenges, their goals.

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And learning how we can

maybe solve a problem.

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People want to feel understood

and get their point across.

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Yep.

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Think about the last time you had

a doctor's appointment, right?

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And which doctor did

you decide to go with?

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Do you want to go with the doctor

who prescribes you medicine the first

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three minutes without even know what

your problem is, or you want to go to

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a doctor who is genuinely interested

in you, your problems, your pains,

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and they get to know you a bit more

before they offer you some advice to

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validate your pain or fix your problem.

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It's the same in business, right?

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Acting, intentional.

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Freddy D: Listening.

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Ken Wilson: You know, listening.

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Freddy D: Yep.

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Ken Wilson: Because really, you're

building a case for your product

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or service and why they need it.

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And why I always tell people, Freddie

is I want the prospect or the client

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to sell me on why they need my product

or service, not the other way around.

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Freddy D: They're actually

selling themselves and that's

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the fun part of the game.

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Cause I look at sales as a game

because at my level and at your

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level, we know how to play it.

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So all we do is guide with the question.

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Like I said earlier.

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Whatever the software is, the widget, the

tool, whatever the gizmo is irrelevant.

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It's all about how can we help

them get to where they want to go.

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And the component that we're

selling is a component to help

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them get to where they want to go.

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Ken Wilson: You nailed it.

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Far too many times, I see even the most

experienced sales reps, they'll just

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come in and they'll just throw up on

clients for 95 percent of the meeting

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about how good their products are, how

great their company is, and it doesn't

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even apply to what they want or need.

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And that turns people off and they

see right through that too, Freddie.

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That rep never really took the

time to understand what the

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company was trying to accomplish.

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You only get one shot sometimes.

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And if you blow it, you're out.

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So you got to make a

great first impression.

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They pick up on that.

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Freddy D: And that's how you create

super fans is the fact that when you

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leave the meeting, they're excited

because they know that you understand.

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Where they're at and

where they want to go.

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Ken Wilson: People buy from

people they like and trust.

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And people can tell within the

first few minutes if you're

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genuinely wanting to help them

or if you're trying to sell them.

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Here's another thing too, Freddie,

is you got to get to know your

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customers and their company.

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So before my meeting, I'll

go to LinkedIn, ZoomInfo.

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And I'll find out who I'm meeting

with, what their roles are, what their

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previous jobs they had, where they used

to work, what colleges they attended,

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groups they've associated with.

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I research what the company does,

and when you meet with them, talk

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about some of those things, right?

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Learn about their family,

their favorite sports teams.

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That conversation is more of a natural.

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Fun way.

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And it gets them to talk about themselves.

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Maybe you got something in common.

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Freddy D: Totally agree.

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I used to drive a Mercedes, I still do.

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And people would tell me,

Oh my God, you're coming in.

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You're wearing expensive suits.

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You're driving a Mercedes.

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They're going to think your stuff is

too expensive and everything else.

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They completely missed the situation

because really, while the tech guys

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were talking to the tech guys, I'm

talking to the owner of the company.

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And most of the time, what was he driving?

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An expensive car.

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And if it happened to be a Mercedes,

him and I would be yakking about

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our cars and the tech guys would be

tackling, handling all the tech stuff.

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We could care less.

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It was a conversation about cars

and which mechanic did you use and

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what issues were, and which car

were you thinking of getting next?

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And just like you said, we built the

relationship and it was a game changer.

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And that really showed more importantly,

success because people buy from people

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that they like and trust and feel that

they're on the same level as they are.

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Ken Wilson: And it's a

great icebreaker, right?

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It tears down the walls.

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It makes them feel more comfortable

and at ease that you're just a regular

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person, maybe with some similar interests.

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And then conversation and the meeting

flows with less of this wall of what is

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this guy or gal trying to sell me into,

wow, you know what, this guy's different.

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Maybe he does care.

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I'll give him a chance.

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And that's where the

magic happens, Freddie.

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You go from selling to serving, right?

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Selling to serving.

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How can I serve this person?

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How can I serve this company

and make them more successful?

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Because you know this, and it's all

over your book, Business Superfans

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too, is once you build that trust,

they start to become your Superfans.

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Freddy D: Yep

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Ken Wilson: And when I need a reference,

guess who I can feel confident to ask?

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Those successful clients

who are now my friends.

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Because prospects love to talk to actual

clients who've been in their shoes and

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are trying to solve the same challenges.

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And now they hear it firsthand

from their peers and not just us.

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And those referral connections is where.

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My business has grown

tenfold, no doubt about it.

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Freddy D: And that's why I named the book

Creating Business Superfans is because

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the focus is on the business aspect.

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It's not, even though you can see

behind me, the faces are painting.

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I took the idea, really, the

idea came from sports fans.

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So if you think of the sports fans, the

guys that go to the football games, the

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baseball games, the basketball games, got

their faces painted, they got the jerseys.

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And they're just diehard fans.

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What are they doing?

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They're promoting that team.

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Is the team paying them for that?

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:

No.

370

:

Are they probably making

money off the merchandise?

371

:

Absolutely.

372

:

But those fans are promoting,

they got the bumper stickers,

373

:

they're wearing the stuff.

374

:

They're promoting that team.

375

:

So that's where my idea came.

376

:

And that's why we've got our faces

painted, but we're wearing business

377

:

attire is why businesses create

super fans for their business and

378

:

get, which are basically brand

advocates or advocates on steroids.

379

:

The ultimate advocates are the

superfans that are the diehard marketing

380

:

tool, in a sense, for that business.

381

:

Ken Wilson: It's like you said

in, your book too, Freddie.

382

:

I remember you had to swoop in and save

the day with that disgruntled customer.

383

:

What I just mentioned above to save and

grow that account, you basically went in

384

:

to save it and then grow it and create

some good relationships from that.

385

:

Freddy D: I felt like I was the cleaner.

386

:

Okay.

387

:

We're sitting, sending in the

cleaner to go and get it cleaned up.

388

:

And it was fun.

389

:

I enjoyed doing that because it gave

me energy to listen to their issues.

390

:

Again, we go back to

listening, hearing them out.

391

:

But most people do is they try

to solve the problem right away.

392

:

Versus let them vent, let them

get it out of them because once

393

:

it's out of them, Its gone.

394

:

That's one of the secrets.

395

:

You let them just spill it all out

till they run out of stuff to talk

396

:

about because they got it all out of

the system and says, okay, great, Ken.

397

:

So where do we go from here?

398

:

How do we get going?

399

:

How do we get moving forward?

400

:

And now all of a sudden all

the negative stuff is gone.

401

:

And so mentally they're transformed into,

you're right, let's start moving forward.

402

:

And that's really the secret.

403

:

Ken Wilson: It really is.

404

:

Here's another thing that kind of feeds

into that is you can't speed date clients.

405

:

I remember getting a new account

passed on from a few previous

406

:

reps about four months into it.

407

:

I finally got him on the phone and he

said, why would I try building trust

408

:

in a relationship with you knowing

you're going to leave me in a year?

409

:

Well, like, well, that's

pretty harsh, right?

410

:

And I told him to just give me a chance.

411

:

And I met with him in person.

412

:

And now two years into it,

we've got a great relationship.

413

:

We're doing some cross promotional

marketing campaigns together

414

:

and we've grown their business.

415

:

So having a happy, successful client

is like a friendship or marriage.

416

:

It takes time to nurture it,

build that trust, respect.

417

:

Freddy D: And you get out of the

conversation, talking about the

418

:

business and you start really,

the business is 15 minutes.

419

:

In the next 45 minutes, you're

talking about what vacation

420

:

they're planning to go on.

421

:

Where have they been?

422

:

How was that vacation or what their

next gig that they're looking to do?

423

:

Not business wise, but

adventurous wise or life wise.

424

:

Ken Wilson: Yeah.

425

:

Another thing, this is all over

your Business Superfans book too,

426

:

is thanking people, thanking people

and building that bond of trust, and

427

:

that's really about the relationships.

428

:

It's amazing how those two

simple words, just thank you.

429

:

Can transform your life and

another's person's life and

430

:

you'll stand out from the pack.

431

:

People recognize that and they're never

going to forget you because of that

432

:

attitude of gratitude you had for them.

433

:

I like how you said it too in your

book, Freddy, is you use their

434

:

mailbox, not always their inbox.

435

:

Everybody's hiding behind

text messages and emails.

436

:

Send an actual handwritten

paper card next time.

437

:

Freddy D: Game changer.

438

:

Ken Wilson: Think about how you feel when

you get something in the mail, right?

439

:

Freddy D: Well, what happens is

because realistically, we get.

440

:

Junk mail.

441

:

We get bills, okay,

that used to get bills.

442

:

Now a lot of it's come email, but

then you still go to the mailbox

443

:

and, Oh my God, something personal.

444

:

That's the first thing you open.

445

:

Ken Wilson: Yeah.

446

:

Yeah.

447

:

And it's the same with birthdays too.

448

:

I know you have some apps

that you use too, but I've

449

:

got this app called Smashups.

450

:

I send some of my close friends and

business clients e cards that are

451

:

customized with their first names on it.

452

:

Freddy D: I use Mailbox Power.

453

:

It has the ability to send a physical

card through the mail, as well as you

454

:

can actually do personalized gifts.

455

:

I add the name to the conversation,

and now it's your water bottle.

456

:

It's not my water bottle.

457

:

It's just that little thing

changes it dramatically.

458

:

So now it's, don't take my water bottle

versus, oh, that's their water bottle.

459

:

Ken Wilson: Little things like

that make you rare, right?

460

:

You're rare.

461

:

You're above 98 percent of the

population of business people or

462

:

salespeople out there as well.

463

:

Freddy D: My quote in the book,

people crawl through broken glass

464

:

for appreciation, recognition.

465

:

Ken Wilson: Absolutely.

466

:

You know what the thing is too, Freddie,

I'm not just talking about clients.

467

:

I just sent a gift card to one of my

colleagues who has been instrumental

468

:

in helping me and my clients out.

469

:

And then like Dale Carnegie

said, people work for money.

470

:

But they go the extra mile for

recognition, praise, and rewards.

471

:

And that's so true.

472

:

Freddy D: Absolutely true.

473

:

How important is to follow up, for

example, after a visit and saying, thank

474

:

you for your time, because the most

precious commodity we have is the clock.

475

:

You can be a gazillionaire and you can't

buy more time and you can't buy it back.

476

:

Ken Wilson: Yeah, you took the time.

477

:

Out of the blue, I'll

bring home some flowers.

478

:

It's not even a special occasion.

479

:

I'll send something to a friend

who was always there for me to let

480

:

him know how much they mean to me.

481

:

Listen to this one, Freddy.

482

:

A few years ago, I wrote a 10

page letter to my pony league

483

:

baseball coach who believed in me.

484

:

And he gave me a chance to pitch

how instrumental he was in helping

485

:

me land a college scholarship.

486

:

He put me up on the pitcher's mound.

487

:

I was the last kid picked out

of 200 kids and ended up with a

488

:

full ride college scholarship.

489

:

So he changed the trajectory

of me, of my life.

490

:

And I wanted him to know that and I called

him after that and he was almost in tears.

491

:

Freddy D: It's the same thing with

my friend, uh, mentioned Don Tocco.

492

:

I met him pumping gas in

Michigan and I was 18 years old.

493

:

At the time I was living on my own.

494

:

He pulled in with the Lincoln

continental phone in the car.

495

:

He's like 10 years older than me.

496

:

And I'm going like, man,

this guy is so cool.

497

:

I don't know why we just hit it off.

498

:

He actually had a second car and

it was repaired at the gas station.

499

:

He asked the owner for me to drive that

car because he couldn't drive both cars.

500

:

So I followed him to his place.

501

:

He walked in, he had the really cool

pad with the clear water bed on the

502

:

floor, the lamps going down, it was

just like a bachelor pad to the twelves.

503

:

And that's where he gave me the

pamphlet and I still have it.

504

:

I reached out to him and

I thanked him in a book.

505

:

I still have the pamphlet and I just

met with him in February this year.

506

:

He was in Arizona.

507

:

We reconnected after 30 plus years.

508

:

He had my book with him and he had

all these pages marked and he goes,

509

:

How did you learn all this stuff?

510

:

I read the books listed in the

pamphlet and shared my career.

511

:

He's actually going to order between 50

and 200 books, stick them into Hillsdale

512

:

college in Illinois as part of a group

of 12 books, cause he lectures there

513

:

and they're designing a space for him.

514

:

He changed my life because he helped

me get a janitorial business started.

515

:

And he taught me to think

big and believe in myself.

516

:

Ken Wilson: Yeah.

517

:

Those people.

518

:

I think about my coaches all the time.

519

:

When people in my life, whether

it be a teacher or be a pastor's

520

:

message that spoke to me at a time

or whatever it is, those things

521

:

really, they really hit your heart.

522

:

And another thing I want to talk about too

is there is no replacement for community.

523

:

Community like that even starts

with employees turning on

524

:

their zoom or teams cameras.

525

:

Like I always turn on my team

camera or zoom camera to help

526

:

build that personal relationship.

527

:

And then going on site

and visiting your clients.

528

:

Freddy D: It is.

529

:

Ken Wilson: Since COVID, it seems

like more and more people have stopped

530

:

visiting customers face to face.

531

:

And it's too bad because going on site,

and I tell this to my counterparts

532

:

too, going on site is worth more than

a hundred zoom calls because that's

533

:

when you really get to know that

person on a whole different level.

534

:

So my goal every year.

535

:

I've got a certain amount of counts

is to go out and meet every one

536

:

of my customers face to face.

537

:

Freddy D: It's transformational

because one, they get to see

538

:

you, you get to shake hands.

539

:

You get that personal touch right there.

540

:

There's a connection that's made.

541

:

There's energy that's shared.

542

:

But you start seeing their environment

where their world and it's the dynamics

543

:

are completely different and more

importantly, most of the time, they're

544

:

going to welcome you with open arms.

545

:

However, sometimes you're walking into

a hornet's nest, but the fact that you

546

:

walked in, usually you calmed it down.

547

:

Ken Wilson: Hey, our profession is

not all unicorns and rainbows, right?

548

:

You're going to have,

those bad days and those.

549

:

Tough customers or prospects

who just never call you back.

550

:

They go dark on you and they just

think you're another one of these

551

:

pesky sales reps out to sell them more.

552

:

And that's okay.

553

:

My mindset has shifted from, boy.

554

:

Maybe they just don't like me.

555

:

I was taken at personally going

through the college of hard knocks.

556

:

My first few years, I changed

that self talk, right?

557

:

That's the self talk you

have in your mind, right?

558

:

I go now it's, Hey, that's their loss.

559

:

Not in a mean way.

560

:

I just say that's their loss

because there's so much value

561

:

I could have brought to them.

562

:

And they missed out because they

maybe have some preconceived

563

:

notions of salespeople.

564

:

And that's unfortunate that some

clients or prospects don't give you a

565

:

chance to prove yourself and show you

why you're different from the others.

566

:

That's on them, Robert.

567

:

And I always say this too.

568

:

Remember, some will, some won't.

569

:

So what?

570

:

Who's next?

571

:

And you got to move on.

572

:

It's like a deck of cards.

573

:

You're flipping these cards

and it's a numbers game.

574

:

Sometimes there is.

575

:

Jokers and then you're going to hit an

ace and boom, then you're on your way.

576

:

Freddy D: Yeah.

577

:

So let's talk, Ken, about some

old school sales approaches that

578

:

have gotten put aside that if were

brought into play in today's world.

579

:

How would that be a game

changer for salespeople today?

580

:

Ken Wilson: Yeah.

581

:

Freddy D: We talked about thank you.

582

:

Ken Wilson: Here's something that's a

game changer for me too, is I've gone

583

:

from like this transactional mindset

early on, where it's let's hurry up,

584

:

let's close the deal to more of a

transformational who genuinely taking

585

:

the time to get to know them and their

business and bringing in the right

586

:

people to help them achieve their goals.

587

:

I always tell people that.

588

:

I don't know everything, but I

know people who know everything.

589

:

I can usually find them the right

person to get you answers fast.

590

:

And that's why it's so important

to build, this network of very

591

:

smart, reliable people that are

available to help me and my clients.

592

:

And then I became their go to guy.

593

:

Okay.

594

:

And instead of them spending hours

researching a topic or a solution,

595

:

they come to me and I connect them and

facilitate the meetings with our experts.

596

:

So, It's this ecosystem that we

have, that we built and all the

597

:

connections on LinkedIn I have and

all the good friends that I trust.

598

:

I bring them into conversations

and it doesn't always have to

599

:

be about my product, right?

600

:

Freddy D: The fact that you're a

connector, so you may make zero money

601

:

on it because it's not about the money.

602

:

It's about helping them get to where,

solving their need at that moment.

603

:

Ken Wilson: Yeah, that's so true.

604

:

And you've seen it too.

605

:

Heck, you've got, I'm sure, a

massive Rolodex of phenomenal

606

:

contacts and connections in

the industry over the years.

607

:

Everybody today wants

things like now, right?

608

:

So what I try to do.

609

:

It is, I pick up the phone, I

answer their emails immediately.

610

:

It really sets you apart.

611

:

It shows them when they need

something and they're in a

612

:

bind, they're going to call you.

613

:

Freddy D: Speed is everything.

614

:

I tell people that you get an

inquiry through your website.

615

:

You got 15 minutes.

616

:

Look at it as it has to be

responded to in 15 minutes.

617

:

Because if you respond within that

timeframe, one, it shows, wow, they're

618

:

actually paying attention to this thing.

619

:

They call somebody else, right?

620

:

Yeah.

621

:

So if you respond within 15

minutes, you set the tone.

622

:

One is you're responsive.

623

:

Number two, you've pretty much eliminated

any chance for competition because they're

624

:

wowed that you responded to them so

fast that their mindset already is while

625

:

these guys care, I've closed more sales

than they've Because I was the first

626

:

one to respond to their website inquiry.

627

:

Ken Wilson: Exactly, exactly.

628

:

What are some other things you do daily?

629

:

I think the way you start your day

sets the tone for the rest of your day.

630

:

What I mean by that, Freddy,

is I get up real early.

631

:

I'm a five o'clock in the morning.

632

:

I get up.

633

:

I work out.

634

:

I go sit in Kenny's corner, right?

635

:

My little place away from everything.

636

:

You know I pray, I thank God for

all the things I'm so grateful

637

:

for, I listen to positive podcasts.

638

:

I fill my mind with all this positive

energy and I may have 20 or 30 emails out

639

:

before it's eight o'clock in the morning.

640

:

So right off the bat, I'm two

hours ahead of the other people.

641

:

And if you start figuring all those

hours out, two hours multiplied by 365

642

:

days, that's a lot of extra hours I have.

643

:

And it really, it makes me feel at peace.

644

:

So I'm at peace with myself

when I go into my day.

645

:

I keep healthy and it really helps

me to get through the day as far as

646

:

having this positive energy and just

having great conversations with people.

647

:

Freddy D: Very important to stay ahead.

648

:

Ken Wilson: Yeah.

649

:

Freddy D: So let me ask you another

question is how has cloud based software,

650

:

for example, in the SaaS industry

changed and become more transactional

651

:

than the old school ways where we

would go in person, do a presentation.

652

:

Slug all the computer equipment

all along and put it all together

653

:

and in time to tear it down and

schlep the stuff out of there.

654

:

Remember those days?

655

:

Ken Wilson: My back still

hurts from those days.

656

:

Lug and a 200 pound monitor everywhere.

657

:

Freddy D: I know, I remember those days.

658

:

Having to go upstairs because

they didn't have elevators.

659

:

Ken Wilson: If you think back 30

years ago, you sell a computer, a

660

:

high powered computer, with software,

to one person at a large company,

661

:

you're talking 30, 000, 40, 000.

662

:

Freddy D: Mm hmm.

663

:

Ken Wilson: Those were the days.

664

:

Workers needed some serious

money, so I think it broke

665

:

down the barriers to anybody.

666

:

Right?

667

:

Think about what you can do now when

you're not paying this upfront, expensive

668

:

software cost and now computers in the

cloud, it's so inexpensive that anybody

669

:

now can start a business for a thousand

bucks, you get a laptop, you're paying

670

:

monthly now on the software instead of

paying everything upfront and you've

671

:

got Facebook now, you've got LinkedIn,

you've got all these other tools.

672

:

I wish we had these tools.

673

:

And software and technology back in our

days, Freddie, we would be, we did well.

674

:

I think today's business people and

sales reps have a huge advantage.

675

:

Not only that, but it opens up

bigger opportunities for people

676

:

who are buying the software now.

677

:

Freddy D: Right.

678

:

I'm going to twist that a little

bit and go, okay, you've got the

679

:

software platforms, and I think

this is advice for those people.

680

:

Ken Wilson: It's transactional

because you go in, you put in your

681

:

credit card or you got your 30

day free trial and you get emails.

682

:

Some people will actually call you

and say, Hey, I just want to thank

683

:

you for trying out our software.

684

:

And those people usually have a better

close ratio because they get a chance

685

:

to build that relationship versus the

emails, because you're still hiding.

686

:

Freddy D: As we talked earlier,

you're still hiding behind emails.

687

:

So I think that in today's world

for those SaaS companies out there,

688

:

throw in a little bit of old school.

689

:

Reach out, if you've got that person's

contact information, but if you don't

690

:

have their phone number, send an email,

say, Hey, I'd like to schedule a quick

691

:

video, a 15 minute conversation with

you just to understand why you're

692

:

looking for the software, that's

going to be a game changer in my mind.

693

:

Ken Wilson: Yeah, it really

is because you're right.

694

:

So the client bought the

cloud software, see you later.

695

:

And that's it.

696

:

That's the end of the journey,

but it is a journey, right?

697

:

So I always try to leverage

multiple touch points.

698

:

I'll email, I'll text.

699

:

I'll pick up the phone and call them.

700

:

I'll link in with somebody.

701

:

I'll send them a webinar, but I always

want to consistently drip and keep my

702

:

name in our company in front of them at

all times, because I see far too many

703

:

times reps who they sold the software,

they hit their quota, they move on.

704

:

What's next, and it's too late because

maybe that customer who was your

705

:

customer just purchased from somebody

else and they got a different solution.

706

:

Yeah.

707

:

Freddy D: Or they use your

product for six months and then

708

:

all of a sudden they disappear.

709

:

They will do another platform because

again, it's so easy to just say, you

710

:

know what, I'm done with this package.

711

:

I'm going to another package.

712

:

And usually you don't

even get any followup.

713

:

Why did you leave?

714

:

What can we do?

715

:

It's poof, gone.

716

:

Ken Wilson: Freddie, everything

is so dispensable today, right?

717

:

Oh, you know what?

718

:

My, my cell phone, gosh, it

just doesn't seem to work.

719

:

That's why you really have

to be on top of people.

720

:

Freddy D: You can leverage

technology, but you can send video.

721

:

You can send a video message to somebody.

722

:

I love that.

723

:

I mentioned it in the book, is you can

send someone in just a quick one minute.

724

:

Ken, just want to reach out to

you, say hi, hope all is well.

725

:

There's tech, there's a

bunch of tools out there.

726

:

The onboarding of a new customer that's

in a SaaS world, you sending them a video,

727

:

welcome to the family, blah, blah, blah.

728

:

There's little things that you can do.

729

:

There's still old school

way, using modern way

730

:

.

Ken Wilson: Spot on, exactly.

731

:

Good stuff, Freddie.

732

:

You know, I'll end it

like this too, Freddie.

733

:

My favorite.

734

:

Saying, and you mentioned this in your

book, Business Superfans too, right?

735

:

It's from Teddy Roosevelt.

736

:

It really encapsulates everything we

were just talking about here, where

737

:

people don't care how much you know

until they know how much you care.

738

:

So true.

739

:

Freddy D: Yeah.

740

:

So I said, there's the little tools you

can, there's multitude of ways in today's

741

:

world, there's so much technology that you

can utilize to build those relationships.

742

:

Absolutely.

743

:

Quick video.

744

:

There's times where I FaceTime customers

because it just makes it, they're

745

:

like, Whoa, why not look at each other?

746

:

And they start laughing.

747

:

That's the other thing too, is I think

the thing is getting people to laugh.

748

:

That's one of the secrets.

749

:

You get people to laugh.

750

:

Everybody starts to relax.

751

:

Ken Wilson: Yeah.

752

:

Freddy D: So I really always try to get

some form of humor in the conversation.

753

:

And you just make fun of myself.

754

:

Ken Wilson: You know what?

755

:

That's good.

756

:

You're humble.

757

:

When you can make fun of

yourself, that's a good thing.

758

:

Some people can't do that.

759

:

But yeah, I totally

agree with you, Freddie.

760

:

That's why I was saying, I

don't take life too seriously.

761

:

I just like to have fun.

762

:

And people all like to have fun.

763

:

But you gotta also solve a problem.

764

:

Get down to business.

765

:

My wife does that too.

766

:

She runs a health business and

she got this automated text app.

767

:

What used to take her hours to do.

768

:

Now it takes her minutes where she

can send out hundreds of personalized

769

:

text messages to people to let them

know about a new product or whatever.

770

:

I love the FaceTime.

771

:

She does a lot of FaceTime interviews.

772

:

You'll have them talk about how

much weight they've lost or, how

773

:

much better they feel or how they

transform their life and those really

774

:

have a huge impact in people's lives.

775

:

Freddy D: My soon to be wife.

776

:

Ken Wilson: Congratulations.

777

:

Freddy D: Oh, thank you.

778

:

Thank you.

779

:

Yeah.

780

:

Coming up in a couple of months.

781

:

We're guests.

782

:

She sells hearing aids over the phone.

783

:

Okay.

784

:

No visual, no nothing.

785

:

Think about that.

786

:

She sells and their top

of the line hearing aids.

787

:

Over the phone, but what she does

so unique and she's one of the

788

:

top salespeople in the company.

789

:

Is she's real with the conversation.

790

:

It'd be like, okay, Ken, hang on.

791

:

Let me grab my keyboard,

take a sip of my coffee.

792

:

And that's how she does it.

793

:

It's just like, she's having

a conversation with a friend.

794

:

She's not selling them and she

starts off asking what's their

795

:

challenges and everything else.

796

:

And she kills it.

797

:

And because she's real.

798

:

Ken Wilson: I'll be right back.

799

:

Freddy D: Those are some things that

we can still do to create business

800

:

superfans being real and authentic.

801

:

Really, at the end of the day is

being authentic and looking at

802

:

how we can help them get to where

they want to go, whatever it is.

803

:

Ken Wilson: Boom.

804

:

Authentic, real.

805

:

Freddy D: So last thing I want to

talk about is really how important

806

:

is it to really recognize the

whole ecosystem of a company.

807

:

When you're talking with the customers,

the employees, management, the

808

:

partners, the suppliers, we talked

about that a little earlier before

809

:

we started recording the show.

810

:

So what's your take on really

recognizing that whole ecosystem?

811

:

Ken Wilson: Extremely important.

812

:

And I'll tell you why.

813

:

I see some experienced sales

reps do it too, where they're

814

:

tied down to one person.

815

:

Or maybe that's the gatekeeper they're

in touch with and they're not making

816

:

any movement within the company.

817

:

That's why it's so important

to reach out to other groups.

818

:

Within the company, they might have 30,

40 subsidiaries within their company.

819

:

You need to get to know each and every

one of those and their pain points and

820

:

how they interact and how they share

projects and data back and forth with one

821

:

another and their suppliers too, because

their suppliers can tell you stories of,

822

:

Hey, you know what, did you know X, Y, Z

company also works with didn't know that.

823

:

So you learn so much by being

involved with the entire.

824

:

Ecosystem of a company.

825

:

So yeah, I try to

leverage as many contacts.

826

:

Individuals, when I go into a company,

how do we touch more people within

827

:

that organization, within that

ecosystem to provide them more value?

828

:

Freddy D: And you learn more,

like you just said, you learn

829

:

more about the business.

830

:

And sometimes the individual

that you're thinking is the

831

:

individual, isn't the individual.

832

:

Ken Wilson: Yes.

833

:

Freddy D: How many

times has that happened?

834

:

Ken Wilson: You can't break

through that and find that person

835

:

unless you did everything we

were just talking about, right?

836

:

You got to get them to trust you

and then they'll start to open up.

837

:

Clients that I've had, it could

take a year or two, two, who

838

:

knows how long it's going to take.

839

:

But once you get to that point, those

relationships with your customers,

840

:

they'll introduce you to other people and

then you'll start them to other people

841

:

in their industry who can help them.

842

:

So it just, it's a circle of love, right?

843

:

Freddy D: I remember one time I was

selling a software product to a company

844

:

and there was this old guy walking around.

845

:

Nobody ever paid attention to this

old guy and he was walking around.

846

:

I'm talking to all these people.

847

:

And so I finally asked, who's the old guy?

848

:

He was the original founder of the

company and he just hung around there.

849

:

But he was the influencer.

850

:

So I learned this and I started to

talk to him to educate him on what

851

:

we were doing, because at the end of

the day, they didn't make any large

852

:

decisions unless he thumbed it up.

853

:

It's so important to really understand

that whole ecosystem of a company, because

854

:

like you were saying before, the guy

may not be the guy, but that's the guy.

855

:

Ken Wilson: That's so good.

856

:

And if you talk to my family.

857

:

I talk to everybody, whether it's

in business, like you said, I'll

858

:

be in the lobby and I'll just be

chatting with the receptionist and

859

:

finding out information from her.

860

:

We're just having a conversation

or, yeah, I could be in an elevator.

861

:

Elevators are great places to trap people.

862

:

I'll see the name of the company

I'm going to see on the elevator

863

:

and I'll be like, Hey, who are you?

864

:

And it could be the

president of the company.

865

:

I encourage people to talk more, to

ask more questions, really, just like

866

:

you did, whether you're in the lobby,

whether you're at the grocery store.

867

:

Wherever you're at, just talk to people.

868

:

You never know who that person might be.

869

:

Freddy D: It could be the CEO of

the company, and here you get a

870

:

chance to be one on one with them.

871

:

Ken Wilson: Yeah.

872

:

Yeah.

873

:

You got to break down those barriers.

874

:

I think the older I get too,

Freddie, I get to a point where

875

:

awareness level is so much higher.

876

:

What I mean by that is I'm always out.

877

:

I'm looking for things.

878

:

I'm looking for people.

879

:

I'm looking for opportunities.

880

:

Everything out there to

me is an opportunity.

881

:

I think it's just being

aware of your surroundings.

882

:

Being a little bit more confident too,

and not having self doubt, like, God,

883

:

what are they going to think of me?

884

:

That could be the best conversation

they've had all day long.

885

:

Freddy D: You don't know what

someone's going through in life.

886

:

And sometimes a little goodwill can

be transformative for that individual.

887

:

They may be having a bad day.

888

:

And the fact that you acknowledge them,

recognize them, little stuff is big stuff.

889

:

Because again, you don't know

what's going on in their world.

890

:

Ken Wilson: Yeah.

891

:

Like my dad always said, you

don't know what it's like until

892

:

you're in somebody else's shoes.

893

:

And he's so right.

894

:

I remember walking into a

grocery store, going to get a

895

:

pound of turkey or something.

896

:

I went there and saw the deli

lady and she just looked upset.

897

:

Like she was frustrated.

898

:

It looks like she was having a

bad day, just down in the dumps.

899

:

And I remember looking at her

name tag and going, Hey Joyce.

900

:

How's your day going over there?

901

:

And she just brighten up and

she's slicing me some turkey.

902

:

She gives me a couple of pieces

and I hopefully made her day.

903

:

So just never know.

904

:

Freddy D: That's how you create superfans.

905

:

Everybody will remember

how you made them feel.

906

:

Ken Wilson: Absolutely.

907

:

Freddy D: If you make them feel special,

recognized, they're your superfan.

908

:

Ken Wilson: That's right.

909

:

Freddy D: Cool, man.

910

:

Ken Wilson: Stuff,

911

:

Freddy D: Man and a great show.

912

:

So, how can people find you, Ken?

913

:

Ken Wilson: Yeah, Freddie, so people

can reach me by going to my website.

914

:

It's StorytellerLove.

915

:

Storytellers with an S dot love.

916

:

They can hit the contact me button.

917

:

And that site, it's basically

about ordinary people

918

:

doing extraordinary things.

919

:

There's some great videos on there.

920

:

There's podcasts and book recommendations.

921

:

And they can even call or

:

922

:

And speaking of books, I've authored a

few books that are available on Amazon.

923

:

There's the Bible Simplified, where I

boil down the Bible to make it easier

924

:

and less intimidating for anyone to read.

925

:

And then my other book is called The

Invitation, and it talks about when a

926

:

door is opened and an opportunity is

presented, it's our choice to walk through

927

:

that door and do it, and how we need to

pay more attention to these nudges and

928

:

opportunities and people in our life, and

how they are more than just coincidental,

929

:

you know, to take more chances and

not let fear or self doubt hold us

930

:

back from some massive breakthroughs.

931

:

I'd like to offer both of those books.

932

:

As a gift to an audience member there.

933

:

So thanks again, Freddy D.

934

:

I appreciate you having me on.

935

:

I had a great time with you.

936

:

Freddy D: Yeah, it's a great conversation.

937

:

Let's set up another show to

talk about one of those books.

938

:

I like the one, what'd you call it again?

939

:

The Invitation.

940

:

I like that.

941

:

Let's have a conversation about that.

942

:

Cause that's so important.

943

:

Ken Wilson: You got it.

944

:

Congratulations on your book

too, Business Superfans.

945

:

Thank you.

946

:

Freddy D: Ken, been a pleasure having you

on the Business Superfans podcast show.

947

:

We look forward to having

you on the show once again.

948

:

Ken Wilson: Thanks again, Freddie D.

949

:

Appreciate it.

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