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May 8, 2026

Why Gaining Weight Is Costing You Sales with Jeff Goldberg - 106

Show Notes
Transcript

I sit down with Jeff Goldberg for a conversation that will hit home for business owners, entrepreneurs, sales professionals, and driven men who want to perform at a high level without letting their health slide in the process.

Jeff Goldberg is the Head Coach and Sales Confidence Architect at The Sales Confidence Lab and the Lead Trainer at Jeff Goldberg & Associates, where he helps both professional sellers and what he calls accidental salespeople create measurable, sustainable sales growth.

He is an award-winning sales professional with nearly five decades of experience in sales, sales management, training, and coaching. He has taught, coached, mentored, and spoken in front of tens of thousands of sales professionals across a wide range of industries. He is also the co-author of Leverage Your Laziness and How to Be Your Own Coach!.

In this conversation, we talk about how health and sales are more connected than most men realize. We get into confidence, communication, trust, stress, discipline, and how daily habits shape business performance.

If your energy is off, your focus is slipping, your routines are inconsistent, or your body is starting to feel like a liability instead of an asset, this episode will give you a lot to think about.

We also talk about men’s health, fat loss, energy, focus, productivity, fitness, nutrition, stress management, work-life balance, and how better health can improve the way you lead, sell, and show up in both business and life.

This is a practical conversation for men who want stronger performance, sharper thinking, and more control over how they operate each day.

Resources mentioned:

Use code COACHBRIAN100 to get $100 off Jeff’s program, The Sales Confidence Lab.

Want help applying this to your own health, weight, energy, or lab numbers?

Coach Brian Parana offers Health Hot Seat coaching segments for men who want a clear next step with nutrition, fitness, weight loss, blood pressure, cholesterol, A1C, or daily consistency.

Learn more about The Call To Rise, a 100-day coaching program for driven men over 40 who want to lose weight, improve their health, and rebuild confidence:

www.thecalltorise.com

To connect with Coach Brian:
brian@brianparana.com

Disclaimer: This podcast is for education and coaching support only. It is not medical advice. Always work with your physician before changing medication, treatment, or medical care.

Welcome back to Driven for Health Podcast episode 106. I'm coach Brian Proni, and today I'm bringing in a special guest. And this is a good one because sales, sales, sales, everything is about selling in our life, okay? And Jeff Goldberg is been in the industry for 50 years, so he definitely knows what's going on.
He's talked with high performers, business owners, leaders, organizations to improve their sales, their energy, their skill sets and abilities to be able to communicate what it is that they're selling, whether it's a service or product, and make sure that the people selling have confidence and they can make the sale.
And he also owns and leads the Sales Confidence Lab. It's a 12-week live program that helps coaches, consultants, and business owners get better at selling in a natural and effective way. In our conversation, we're going to talk about sales, confidence, trust, discipline, performance, and the habits that make men succeed in business and their health, too.
Jeff, welcome to the show. Thanks for having me, Brian. I'm excited. Yeah, definitely, definitely. And I love when guests come on here, a big question is what's one takeaway men should be listening in for through our conversation. Oh, one takeaway that I'd want men to be listening for is that um confidence is key in sales, in life, in romance, in health, confidence is key.
100% agree with that. And you've been doing sales for a long time. Let's rewind a little bit, maybe not go to the way beginning, but talk about how sales has just been in your life and made such a big impact. Yeah, well, like so many other sales people, I fell into sales by accident. Nobody goes to college thinking, "I can't wait to graduate and get a job in sales." At least very few people do.
And I was I was going to school for accounting, something I was completely unqualified for and had no interest in, but a high school guidance counselor said, "Oh, you did great in accounting in high school. You should go to Broome College. It's an accounting school and be an accountant." I had no direction in life, so I said, "Okay, I'll be an accountant.
" Unfortunately, when I got to college and started studying college accounting, it involved formulas, which was the reason I took high school accounting in the first place cuz I couldn't pass geometry cuz I didn't understand formulas. So, I had to take a full year of no credit geometry, which was horrible. >> [laughter] >> And I found I really had no interest in accounting whatsoever, and I ended up going to my marketing and psychology classes cuz those were the only things that were interesting to me. And after a
couple of years, I realized I was mostly wasting my time, and I got a part-time job in a nearby furniture store doing customer service. By the way, I have to back up and tell you that my father, my stepfather, and both grandfathers were all career sales people who never [clears throat] made money in their lives, and I swore swore I would never ever under any circumstances go into sales.
Anyways, I've got this customer service job, you know, I'm doing payroll and taking care of complaints and stuff like that. And on a Saturday, one of the sales people didn't show up, and the boss came to me and said, "Jeff, we got a showroom full of people. You got to go sell some of them." And I'm like, "Dave, I don't know how to sell.
What are you talking about?" And no kidding, he handed me a legal pad and a pen, and he literally went like this. He goes, "Follow them around, smile." He literally stuck his fingers in his cheeks, and said, "Smile a lot. Write down [clears throat] what they want. Come back to me. I'll give you the prices. That's selling.
" And 50 years later, I'm not only still selling, I'm training others how to sell. It It turned out that sales was a career that I was particularly well suited for because I had some of the inborn traits that tend to make you more successful in sales. By the way, if you don't have all or even if you don't have any of them, it doesn't mean you won't be successful in sales, but if you're articulate, if you're funny, if you're likable, you tend to do better in sales and I had some of those.
But then I went into professional sales after leaving that furniture store and I sold Don't laugh. Everybody does. Uh I sold for Encyclopedia Britannica for 8 years. >> Oh, yes. Yes. Everybody laughs at that except it was It was a great product to sell. I loved the product and I I sold a lot of it and I I did really, really well at that company and I just went from one sales job to another one eventually into management.
Years later I opened up my own recruiting firm. Then when I shut that down, it was like, "For my next job." And I answered a blind ad in The New York Times, which turned out to be for a large, at the time, well-known sales training company, which is now out of business. I had nothing to do with that. Brian, that that was the job I'd been meant to do all my life because A, I love helping people and seriously, I I I truly come from a place of service.
Don't get me wrong, I like getting paid to help people, but I really love helping others and I I love when I get, you know, "Hey Jeff, you know, I I wasn't going to going to bother you, but I tried that technique you taught me and I closed the deal I wouldn't have otherwise, right? I you know, I got a promote whatever it is.
" I I love serving. And the other thing is sales and sales management are the two things I know best. So, I went to my wife, now ex-wife, and said, "Hey honey, I'm going to open up another business. I know I closed down the the recruiting firm, but I'm really good at this sales training thing and I'm going to open up another business and we're going to make a lot of money.
" And the wife, now ex-wife, looked at me and said, "Great, you can open another business, but you'll be married to somebody else when you do that." And so the day she signed the divorce papers was the day I opened up my business, Jeff Goldberg & Associates, and it's almost 21 years now and I've worked with tens of thousands of professional sales people all over the world as well as what I call non-professional or accidental sales people which are like coaches, >> Me. consultants. Exactly right.
You're an you're an accidental sales person. So, you didn't go into men's health coaching because you wanted to sell, right? >> Right. You wanted to help men look better, live longer, be stronger, whatever whatever they're trying to >> to exercise. There you go. Except here's the thing, if somebody like you can't sell, you can't serve and you starve.
So, I created the 12-week program that you talked about, the Sales Confidence Lab, specifically for that type of person where I teach both the mindset and the skill sets of selling and prospecting and it's done in a way that um it is is similar to the way I train professional sales people, but I'm going to use the word safer.
Like for example, um you know what role playing is, right? Yeah, definitely. So, when I go into Cisco Systems or Siemens or Aramark or State Farm and say, "Okay, we're going to role play now." Well, first of all, they all rolled their eyes, but they can't wait cuz when their friends are role playing, they can't wait to tease them and make fun of them and do stuff like that.
In the Sales Confidence Lab, we actually do that type of role playing, but there's no judgment, there's no feedback. The instructions are we don't even give feedback unless the person who's role playing with you says, "Yeah, how did I do?" Other than that, there's there's no teasing or anything like that.
So, it's a very safe, gentle environment where non-sales people can learn to be comfortable with what I call the enrollment framework conversation. Cuz it's not about convincing people, it's not about persuading people. I simply teach people how to have a better conversation that ends up with more people choosing to enroll with them.
Does that make sense? Uh it it sure does. I am an accidental sales person and I've had to develop my skills sales skills throughout the last many, many years. I just started off this loving exercise and wanted to stay in shape myself and that was way back in 2002 when I got 2001 I graduated and gotten college and then I ended up stumbling into the exercise career and that's what I've been doing since then but I had to in my first ab class phenomenal abdominal I was selling to get people to come into my class to take my class and
show up so then the gym the YMCA at the time would then say hey this is a great class good job here's some money and keep and and I didn't realize the impact that sales was going to have in my life and 23 years later I'm still doing it and I have to because you said if if I don't sell then I starve cuz I'm my own boss and own business and by being personable and likable and having good energy has been really good so let's talk about some of that cuz at the very beginning you have to be attracted right you have
to have magnetic marketing you have to have energy to be able to get people to even pay attention to you in the first place so like confidence and how does confidence affect sales and performance let's let's jump into that sure that's simple um let's say I'm trying to sell you sales coaching something that I do offer and I'm coming across like this well Brian I'm I'm a pretty good coach and I think that if we work together we may get some pretty decent results I don't know it could be 6 months it could be 12 months
you know I'll give you some pricing but you know how does that sound to you well if you speak like that then the impression and the feeling that people are getting see it's not just the words you say it's how you say them it's how you hold your body it's the level of enthusiasm and excitement and confidence.
When you don't have confidence in yourself, people pick up on that and they're thinking, "Wait a minute. I need what Brian's offering, but I'm not sure about him." All right. >> And that's on an unconscious basis, right? People aren't aren't consciously going, "Oh, I don't like this guy. He doesn't know how to sell.
" But they're saying he doesn't see he's doesn't believe in himself. And if I don't believe in myself, why should you believe in me? You shouldn't. If I don't If the guy who loves me the most, me, well, okay, my dog, but then me. >> [laughter] >> If I don't have faith in me, why should you have faith in me? Cuz faith is transferable.
Enthusiasm is transferable. Confidence is transferable. So, if I'm not acting and behaving in a confident manner, why would you trust me to I don't know if you sign a contract with people, you know, for there's 3-month, 6-month, 12-month programs or anything like that, but why would you trust me? Why Why would I trust you or why would you trust me if I don't seem confident in my ability to help you? The only reason people pay me fairly large amounts of money when I'm doing corporate training, I mean, these companies aren't, you know, they're not
paying me 100 bucks, I promise. The reason that VPs of sales and presidents and CEOs engage with my company as opposed to others which are much larger and much better known and are big names is because when they meet with me, they can almost smell that I believe that if they're smart enough to engage with me, that their sales team is going to do better. And I truly do believe that.
Now, it's easy to do that now because I have proof of 50 years of doing this. But when you start out, you just got to have that I hate to use the phrase, but you got to fake it till you make it. You got to believe in yourself. So, the confidence comes through in everything. And I often equate sales to dating.
So, if I walk up to a woman in a bar, and I'm like, "Yeah, I I don't know. Hold on, maybe I shouldn't even I don't know. Can I What's Well, is Is going to want to talk to me unless she's maybe maybe a a Lord of the Rings nerd who's shy and and you know, in [laughter] her head. And by the way, I'm a Lord of the Rings nerd, too.
So, that would be a perfect person for me, but it it's that we're attracted to people who are confident, not cocky, but confident. It it it You can I used the term before, smell, you can almost smell it. Right. It's it's like have you ever been in a room, maybe you're at a party or a networking event or something, and somebody walks in and suddenly all eyes turn, and it's not just that they're physically attractive, it's that there's this magnetism.
It's confidence. [clears throat] Yeah. Uh the confidence is super important. Me showing up in my space, I have to give and lend and have people borrow my energy or my motivation or my willpower to be able to get them to make a better choice. And not because they are less than or anything like that.
It's just in their particular space, health hasn't been either a priority or it's a big concern. They've tried it a thousand times, they don't have success with it. And they need a leader to show them the way and to give them a very concrete, specific approach that they can then use the rest of their life. And that's the same thing with selling.
As we get this this pattern behavior to build rapport and trust and communicate and build relationships with these people. Often times in a very short time frame. For me, it's very short, usually, uh to get someone to know, like, and trust me. So, let let's talk about some of the the finer pieces of what a sales process even looks like.
Yeah. Well, here's the thing. Everybody's got a sales process. Everybody. They just might not be aware of it. They're they're they're doing something when they meet prospects to speak with them. So, if you're a health coach, you're meeting with people, you're saying something. So, first thing is everybody's got a process.
Most aren't aware of them, especially accidental sellers. Well, I have conversations with people and occasionally somebody says yes. Okay, well, that actually is a process. You're just not aware of it. If people want to have confidence when they're selling, what they need is a process that they actually understand clearly, that they completely feel that they can do that process uh because you see a couple of books over my shoulder there.
Uh there are actually three full bookshelves there. Plus, there's two floor-to-ceiling bookshelves elsewhere in my office filled with sales books. Now, some of them you read them and they sound good except the process is going to be too difficult to implement because for the most part they're made for enterprise organizations.
Uh meaning companies with large, large amounts of sales people or or employees. Uh The Challenger Sale is a perfect example. It's a great book. Really excellent excellent methodology. Came out about, I don't know, five or seven years ago, something like that. Terrific methodology. Almost impossible to implement for anybody except an enterprise organization that has a lot of money to put behind that effort and the time to train all their people for ages.
So, if it's too complicated, it's not going to work. But, what I teach is a very simple, step-by-step process cuz I I'm a big fan of simple. I like things to be as easy as I possibly can. Uh I understand not everything's easy. Uh I I understand if I work with Coach Brian, it's probably not going to be easy at least at first.
Uh you know, it it's hard to work out when you haven't for a while. And look, if you're doing it right, it's you're always pushing it, right? You you're trying to get that little one more pound here and one more rep there. So, it's not easy, but after a while, it becomes easier. It's like that first day in the gym, horrible.
And then the second day is worse cuz you're still sore from the first first day. But, after a couple of weeks, it's like, "Oh, I'm not aching every day." And you start getting into the habit and that commitment becomes easier to follow because it feels right. It's the same thing in sales. You need You need just need a process that you can follow each and every time.
So, I teach something very simple. Here's the thing. Almost all trainers in my area are going to teach you the same thing or very similar things. We just [clears throat] use different words. But for me, the first thing always has to be getting people to like and trust you. We call that establishing rapport.
Because why would somebody do business with you if they didn't like and trust you? Here's the thing. They won't. They simply won't. Unless you've got what they want and they can't get it anywhere else, which there's other health coaches, there's other, you know, sales trainers and sales coaches, too. There's lots of them.
So, the first thing we have to do is invest some time in getting to know the person and letting them get to know you because that helps them to get past the I don't trust anybody who sells. I know you're a health coach, Brian, but you're selling me, so I don't trust you, either. So, we have to invest that time up front. Most sales people don't want to do that.
When I say sales people, I'm including the people that you are talking about and I'm talking about the accidental sellers. I'm going to use sales people because I don't want to go back and forth a million times, but I'm talking about anybody in any shape, way, shape, or form has to sell. So, the first thing we do is establish rapport.
The next thing we have to do is we have to gain the right to do the most important thing in the sales process, which is ask questions. Now, that's not what most people think is the most important part. What most people think is the most important >> Tell I'm going to tell you about who I am, what I do, and and why I'm going to help you, and all my features and benefits, and all that, right? Let me tell you why Jeff Gore & Associates are the greatest sales training coaching firm in the world.
And then they they throw up all over you. It's called throwing up on the customer's shoes or or showing up and throwing up. Or it's also known as a product dump. Most sales people sell that way. And here's the thing. It works. It just doesn't work as well as what I'm explaining. Right. See all I'm looking is to do to make to take whatever people are doing and make it a little easier, a little better.
>> Yep. I I not be able to take somebody who closes one deal a month and get them to close a hundred deals a month, but if I get you to close two or three, have we done well? And then four or five? That's exactly it. >> And real quick with that, it's incremental. And that's the same thing on my end is that everything is incremental.
It's It's weight loss or any It's simple, but it's not easy. And we need to find ways to make it easier. Jeff and I are speaking the exact same language, subtly different approaches, but we're we're selling you on how to make yourself better, make yourself more likable, make yourself more confident, and energetic to be able to get to the outcome that you want.
And sales make money. And health live longer, have more energy, be able to lift things. Yeah, exactly right. So, little incremental changes. You know, uh uh Tony Robbins, I heard him say this a gazillion years ago. What if you make just one little improvement a week? One tiny little improvement. That's 52 improvements in a year. 52.
You got to get better when you're doing 52 little improvements. So, so we we establish rapport, then we gain the right to do the most important thing, which is ask questions. It's not about your presentation skills. It's not about your closing skills. I'm an expert presenter. I I present in front of hundreds and sometimes thousands of people. I know how to do that.
In terms of closing skills, I sold a $2,000 set of books 50 years ago that you could send your kids to the library to see for free. I know how to close, but that's not what works anymore. What works is asking questions, being curious. If you really want to be better at selling, get better at asking right questions, cuz that's really all selling is.
Having a great conversation. In fact, Brian, my belief is this. Sales is a conversation or series of conversations leading to help the other person choose to do business with you. It's not about convincing. It's not about persuading. It's not about talking people into things. You don't have to do that. I don't have to do that.
Nobody who's listening has to do that do that. >> Right. I'm not here to convince anybody of anything, by the way. I'm not here to talk anybody into anything, and I'm certainly not trying to get anybody to do anything that they don't want, don't need, or can't afford. I'm not interested in that. What I'm interested in doing is finding as many people who have an interest in what I have to offer, and then having great conversations with them so that enough of them choose to do business with me.
Anyways, after we ask a bunch of questions to find out what makes sense to them, and I can explain that if you'd like, then we're going to confirm the answers to make sure that what we think we heard is right. Then, and only then, are we going to tell them, "Based on what you told me, Brian, here's how I believe I can help you.
" And we're going to lay out, like you said, our features and our benefits. The things the things that we can do to help them, and then we're going to ask them for their business, close. Closing is the thing that everybody comes to me for. "Jeff, just teach me how to close." And I know what you really mean is teach you how to sell, cuz closing is simply asking a question, the answer to which is yes, I want to do business with you, or no, I don't want to do business with you.
And I do teach a particular question to ask, but there's a million ways to do it. But really, closing is the natural outcome of the sales process done right. So, when people have a process that they can use that feels comfortable to them, especially the accidental salesperson, cuz that person, I promise you, I'm not meaning to lump you in with everybody else in the world, Brian, but but coaches, accidental salespeople, they don't like selling.
They don't want to be thought of as a salesperson. They hate asking for money. So, they do. Yeah, I get it. I get it completely. I have no problem with any of that stuff, but I'm a professional salesperson, and I have been forever. But somebody like you, the last thing they want to be thought of as as a salesperson.
I don't want I don't want to be salesy. I don't want to be pushy. Guess what? I don't want to be pushy, either, and I don't want to be salesy, and I know I come across as a type A, but when I'm selling, I promise, this this personality is dialed back a little bit so that I'm not intimidating people.
I'm actually just having friendly conversations in a comfortable way. In fact, here's the best advice I can give to anybody who's listening. You want to have a have more sales? When you're having the sales conversation, it should sound like you're talking to your best friend, minus the profanity there, Brian. Here's one more thing that I think you might find interesting.
Sales is not rocket science. Anybody can do it. Oh, I'll take it. Almost anybody can do it. And the reason I love saying that it's not rocket science is because my oldest daughter is literally a rocket scientist. She's an aerospace engineer. So, you don't have to be as smart as my oldest daughter Avery to do sales. If you did, I couldn't do it.
No, [snorts] I I don't think I could either. I'm a smart I'm a smart cookie, but I don't I don't think I'm that smart. Me either. Very few are as smart as my Avery, I promise. Yep. So, there's a process. Just with like health, and that's one of the reason why I brought Jeff on to talk about sales because health, getting in shape, and being healthy is just a a sales process to you, where they have to ultimately in the beginning maybe convince yourself that it's a good idea to go to the gym or not, or go for a walk or not, or drink
more water or not. It's this process in which that you need to keep working through to be able to get to the outcome, which is a healthier, longer living you. And and be able to stay functional and do all the things in life that you want. And there's there's basic say the core four. Movement, we got to move a certain amount.
There's water, you need to be hydrated. Jeff has drinking a couple times already. And so have I. We've got sleep. We need to sleep a certain amount. And nutrition, that ends up being the most complicated out of all of those, but when we do those four in a simple process that someone can understand and leverage and learn, and I've done this over 100 episodes by now that you can go back and listen to.
But those are the the base the that's the process of which you get yourself healthier and feeling better and stronger and at a healthy body weight and away from chronic illness and living as long as you possibly can in the best possible health. Which is great. Jeff, are there any other tidbits around sales themselves that you want to talk about before we maybe shift into things like the habits or the routines that actually make up a good sales person or a sales process? Sure, there's there's there's one that I I I I certainly want
to share, but before I do that I I I have to say that um as you were listing off the four core things, I'm like, "Nope. Nope. Nope. Uh-uh." >> [laughter] >> Movement, oh, no, I got to do that. Sleep, whoop. Actually, don't let me forget that I had one more thing that I wanted to tell you, but I just shifted my sleeping. Okay.
>> And and I'm so excited about this. Uh, I'm an old guy and I've been blaming the fact that I would be waking up at 3:00 or 3:30 in the morning and not being able to get to sleep on just being old. I I I I can't get back to sleep. I'm old, blah blah blah. But anyway, I don't know about you. I I love Tik Tok.
I I wish it was never invented cuz it is a huge time suck, but I adore it and I saw this thing on Tik Tok Okay. that it it's called binaural beats. Uh, I I think I turned off my phone cuz I didn't want it to ring, but I believe the the app is called Mindcore. Yeah. I think so. I think that's it. And what it is is um there's a tone in one ear.
You You actually sleep with earphones on. I had to buy I bought like these flat earphones cuz I wear AirPods. You can't sleep with those and I'm a side sleeper, so I had to buy these AirPod kind of things that fit in my ear and all night long this thing is running and it kind of just sounds it's it's just like it's It's called green noise.
It's not white noise, but it's green noise and you can't hear it, but in one ear there's a one tone and then the other ear there's a tone a half a a half a step off and your brain tries to put the two tones to make them the same. I used to have something like that for meditation called Holosync and it worked great. This thing is working amazing.
I have been sleeping till 6:00 and 7:00 in the morning even if I get up at 3:30 cuz I am an old guy to go to the men's room, you know, in the middle of the night. I'm back to sleep. >> Me, too. Unbelievable and I can't remember the last time I had 6 7 8 hours sleep. Fantastic. That's excellent. That's excellent. Use those for studying and for concentration and binaural beats are awesome.
And it's like these wave these wave wave sound waves, there you go, are going back and forth and in different pitches and tones and frequency and and wave speed and stuff. And it Amazing. It definitely gets you locked in. >> one I listen to. I don't have the earphones in when I do this, but before I get off the couch to go to the bed, I just have it on my on my Alexa, you know, it's just playing the like you said, a relief stress relief >> one. Yeah, yeah.
But there's something for study better. That that it's really incredible. Amazing science and you know, I I bought it and I'm like, I've probably going to waste my money here, but you know, I'm I'm willing to give it a try. Amazing. Anyways, let's get back to that one thing I wanted to share with you. >> that's a good little trick and tweak.
I listen to my wife and I will put on ocean waves. Alexa will do crashing waves all night long and I like it. Absolutely. So, what's that one thing you're going to tell us? Yeah, so this is the thing that uh When I do sales training teaching people how to sell, I have prospecting programs, I have selling programs and I have sales management programs.
When I'm teaching people how to sell, when I get to a certain point of the day, I tell them, "Now look, of all the things that I've taught you so far, if you forget all of them, I'm okay with it, but what I'm about to teach you is the most important thing you can possibly learn from me spending 7 or 8 hours.
So, this is the one thing that if you don't forget if you forget everything else, don't forget this. And let me ask you, Brian. Uh do you ever speak to somebody, a prospect, and they seem really, really interested? They don't commit on the spot, but they tell you they'll get back to you, and then they never answer another call, they never answer another email.
In other words, you're getting ghosted. I've had that. Once or twice, huh? I've only sold a couple thousand times, but yeah. >> Yeah. And who sells that? Yeah. So So here's the one thing that will help you, if not completely eliminate that, but drastically reduce it. And I call it be nasty. It's an acronym, b n a s t y.
And I'm not meaning really be nasty to prospects. What it means is it stands for the best next action step toward yes. Okay. Best next action step toward yes. And what that means is simple. Never, ever leave a meeting or a phone call without setting up the next meeting or phone call right then and there. So if this was a sales call today, Brian, and we were ending it, I'd say something like this.
Hey, Brian, this has been a great meeting. Here's what I think we should do. I'd like to think about everything we've talked about. I'd like to put some ideas on paper on how we can increase sales at coachbrianperana.com, and um as soon as I've got that done, I'll give you another call, we'll set up another meeting, I'll come back and share my ideas with you, and that way you'll have all the information you need to make an intelligent decision whenever you're ready.
How does that sound to you? And that's the way most sales people do it, Brian. Right. >> And typically, the Brian in this example, when I say, "How does that sound to you?" says says, "Sounds good." Right. >> Why? Because the only thing you agreed to was it's okay with you if I sit down at my desk, write up a proposal, and then call you. Right.
>> You didn't say you'd take my call. You didn't say if I got you on the phone, you'd give me another appointment to share my proposal with you. You just said, "Jeff, you want to go back and do a bunch of work and try to call me? Be my guest." A better way would be, "Hey, Brian, this has been a great meeting.
Here's what I think we should do. I'm going to think about everything we talked about, jot some ideas down on paper on how we can increase sales at your company, and I'd like to come back and share those ideas with you next Tuesday at 3:00. How does that sound to you? Well, when you agree to that, I know one thing for certain, Brian, you're interested.
Because a busy person like yourself, you're busy, you're running a business, you're delivering training for people, coaching for people, a busy executive like yourself is not going to take a meeting with me and then agree to give me more of your valuable time unless you're interested in what I've got. But if you're not interested, well, you'll say is, "Yeah, sure, Jeff.
Just give me a call and I will take it from there." And then you never answer the phone again. And people are scratching their heads going, "I don't believe it. What He seemed so interested. What Why isn't he returning my calls?" And that's when we leave messages like this. "Hey Brian, it's Jeff Goldberg from Jeff Goldberg Associates. I'm just following up.
Give me a call. Hey Brian, Jeff Goldberg from Jeff Goldberg Associates. I'm calling you about that proposal. Give me a call. Hey Brian." What those What those messages really mean, Brian? They really mean, "Hey Brian, did you choose to do business with me but forget to let me know?" They didn't forget to let me know.
So, that's really the most important thing I teach sellers. Never leave a meeting or a phone call without setting up the next meeting or phone call. And if somebody won't do it, just understand, you probably don't have a prospect. Because people don't like to say no to others when they're selling when we're selling.
They'll say everything else including I got to talk to someone. I got to think about it. I got I got to talk to my partner. I got to take it to the committee. Got to talk to my wife. Got to talk to my and yours, right? You're talking to men. Got to talk to my wife. Yeah. Yeah.
What will she talk to you? Maybe if you lose some weight, fatso, she'll talk to you. I'm sure you don't say that, but Like, "Hey, just so you know, things might be better if we can get There was a phone call that I had with the gentleman that was an ideal client. Everything was going well. And he his wife was on the call, too. I made sure of that.
And you could just hear it in the voice. She just wanted him to take better care of himself. And I said, "Hey, Chris, I don't know if you heard that, but she would really like you to invite her to go for a walk. Maybe it'll help you in your relationship." And tonight you can go for a walk. She's not listening into any of this right now, wink wink.
So, invite her to a walk tonight so that you can connect with her more. It's more It's more important to find what's your personal motivation. That your wife wants you to do something, that your friend wants you to do something, that your company wants you to do something, who cares? It's It's like me saying, "Well, Brian, I want you to do this.
I want you to sign this contract. I want you to be my client." Who cares? Now, I'll qualify that with you should, at the end of every sales process, let people know that you do want to work with them. I want to work with you, Brian. So, if you were my prospect, I'd be saying, "I want to work with you. I think this is a great match.
I know I can help you. Let's do this thing." Doing something for somebody else, it it's typically not enough of a motivation. Although, in your I'm kind of arguing with myself. In your world, it actually might be. You know, do you care about your kids? Do you do you want to be healthy and live a long time? I mean, like, look, I I I lost a poll.
I did lose some weight a while back cuz I am older and my kids are young and I had them at you know, I had them at a very old age and I do want to stick around to see them grow. I mean, my kids are 24 and 23 now, but you know, I didn't I had my first kid at 45. So, you know, I'd like to see them get married and have kids of their own and live lives and stuff like that.
I keep threatening I'm going to live to 120. Fortunately, my doctor keeps telling me that whatever I'm doing I should keep doing because it's working and to which I always reply, "So, keep doing the drugs and alcohol?" And I I kid you not, he says, "If you're doing drugs and alcohol, yes, keep doing it cuz that's working.
" It's so funny. >> that's great. Right. And most people don't say that. He He got himself totally stuck there in that one. That's pretty funny. It's [snorts] a standing joke at this point each year, but the truth is I I'm not terrific. I I do eat pretty healthy. >> [clears throat] >> I cut out most sugar.
I I stopped buying candy about a year ago, which was a a killer for me. I eat mostly chicken and fish and stuff like that. And I don't put a lot of crap in my body. I stopped drinking soda for the most part. I I'm sucking down water like a maniac as much as I can. I'm not great with the movement thing, I have to admit. Actually, you know, I I always forget this.
He's behind me, so I I got to spell this. I w a l k the d o g. Now, if I had said that, he would have jumped up right now. It's not time yet. I do that four times a day, and each one of those is about a 15-or-20-minute walk. So, I am I am It's not like a power walk cuz he's a pug, you know, and he stops every two feet to sniff everything, and I want to kill him.
But, so I I do get some exercise. >> But, don't If I remember, don't you surf, too? You get on the waves? >> Uh I body surf, yes. I body surf. I'm I wish I could surf, but I suck at at the what's called the pop-up, at getting up on the board. I can I can crawl into a wave with the best of them, but I suck at the pop-up.
But, body surfing, for a 70-year-old guy, I'm pretty impressive when I body surf. >> [laughter] >> You're out there, you're moving. That's excellent. That's excellent. >> Yeah, well, look, I I went skiing Was it last weekend? Oh, no, that was just I skiing a week and a half ago, and then the next day I was in the ocean doing a little body surfing, even though it's flipping freezing here.
But, I'm crazy. >> [laughter] >> That's awesome. For me, it's just I I I just want to do the things that I want to do, and working with somebody like yourself ensures that a guy my age should be able to keep doing that stuff, cuz I know there's a lot Well, first of all, a lot of guys my age are just gone. They're croaking.
I just read something >> Unfortunately, yeah. I would I read something on Facebook today. Yeah, we lost my dad today, 68. I'm like, "Oh, man, that was two years ago for me." You know, people my croak. So, you know, I'm fortunate Uh uh in that it's got to be genetics. I mean, cuz I I don't really take care of myself like you do.
Uh but but fortunately, I was born with good genetics and Yeah. We'll We'll see what happens in the next the next checkup. The next physical is in about 3 weeks, so we'll find out if I can still do drugs and alcohol. That's one of the reason why I'm 43 and that's one of the reason why I started the bit a huge shift in the mental health especially in your 40s and 50s to you have the longevity to be able to get to where you're at.
You're clearly functioning and doing quite capable at 70 years young and you don't show any signs of slowing down anytime soon and that's the way it should be. You should be doing things that you enjoy and for you, you're inspiring people and you're really helping motivating and and giving them the tools and abilities to be successful for themselves.
I think you said something crucial just now. So, if you got to enjoy what you're doing. So, I joined a gym Oh, jeez. I don't know, 15 [clears throat] years ago. Hated it. Just I I don't enjoy the gym. I don't enjoy I don't enjoy the the big guys who are all, you know, That doesn't do it for me. Uh you know what? I've got weights that I have here in the house.
I've I have a a bike, not a Peloton, but you know, an exercise bike. Something else I saw on a TikTok. I saw some guy going, "Oh, you want to have a bigger chest and get rid of your man boobies? Buy one of these things." So, I bought one of those things. Like, you know, every time I get up to go to the bathroom or I go get a snack or something like that, I'm doing a couple of those.
So, I'm not doing nothing, which I guess is better than nothing. Probably not a I probably look more like you if I actually exercised regularly, but you know, at this point, I'm like, I just want to stay mobile. That you know, when I'm doing my affirmations in the morning, one of the things I say is, you know, I'm mobile cuz, you know, I see a lot of people my age who are not.
They can barely I went out to a a brunch on Sunday with two friends and I hadn't seen the the husband in probably four or five years. And he went up to walk to the bathroom. I said, "What's up with Richard?" She goes, "Oh, yeah, his balance is off." You know, he was shuffling like, you know, could barely walk.
And I was like, "Dude, you know, the last time I saw him, he was walking like me." So, you know, it can happen anytime. Yeah. There's there's stuff that happens that we have just no control over. Right. So, I think that, you know, what you do is so important uh for people. I know that you really focus on younger guys, but for anybody.
You know, you want I don't know anybody who doesn't want to stay mobile and fairly healthy for as long as they can. Upright and moving in the right direction. So, you said a couple things like affirmations and stuff. Let's go into some of the routines, the habits that set the top performers apart from the the non-performers or the struggling ones.
Especially in sales. Um in sales, uh what separates the top performers from Here's one thing for certain. And I hate saying this, by the way, and you're not going to want to hear it, except the thing that most separates top performers in sales from average or poor performers consistent and effective prospecting.
Every single day. I hate saying that. I hate that that's true. I don't want it to be true. Um you probably There used to be a show when I was young called The Honeymooners. I don't I'm guessing you probably never saw it, but it was about a bus driver in Brooklyn uh played by a comedian uh uh whose name just flew out of my head.
Uh Jackie Gleason. Big fat guy. Bus driver. He lived in a tenement. Had an upstairs neighbor who was wacky. It was kind of like Kramer from Seinfeld. He'd come in all the time to the apartment. At any rate, um he was this bus driver, you know, living in a tenement, broke all the time. He was always going to make a million dollars.
"I'm going to make a million dollars, Alice." That That was his wife, Alice. And he was always going to get rich. And he never did. Well, his name on the show was Ralph Kramden. I'm the Ralph Kramden of sales people. For 50 years, I've been looking for an easy way to make a lot of money in sales. Haven't found it yet.
I found out how to make a lot of money in sales, but not it's not easy. Consistent and effective prospecting every single day cuz it doesn't matter how good you are at selling. You could be me with 50 years of experience and I'm so good that people pay me to teach them how to sell. I can't close enough business unless I'm speaking to enough prospects, right? It It's like I can't get better if I don't exercise.
I can't get build muscle unless I'm going to do some exercise. There's a price to pay for everything. So, if I want to look like you and have a great body and be more attractive physically and all that and live longer, there's a price to pay. Well, you want to close business, there's a price to pay. Exactly. >> Professional sales like saying there's a pay to play.
If the life that you want, it costs something. Time, money, energy, expertise, skills, relationships, and all of that costs time, which is the only thing that we actually really have here is time and the abilities to manage that time. So, yes, I would say the reason why I'm still here 23 years later is I feel like a shark.
I'm just constantly moving on the hunt looking for someone else to help improve their health. And you the same in the sales. I would totally totally do that. And when those opportunities are less, you you your wallet says it will agree with you. It's like, "Hey, you haven't you haven't been out there knocking on doors, man. You got to get back to doing that and creating those opportunities.
" >> in sales and it's your wallet. Absolutely positively. If you If you're not making enough money, just take a look back 2 3 months ago and ask yourself, "Was I prospecting 2 3 months ago?" When a new coaching client comes By the way, nobody comes to me cuz they're doing great. No. Unfortunately, same here. But I need coaching.
Now there's certainly are people who've come to me and said, "Jeff, I'm making $175,000 a year. I know I'm worth 250. I just don't know how to get there." Right. It's tough to complain when you're making problems. Still a problem. Yeah. Exactly right. But but there is going to be a price to pay for that and you've got to take action.
And the action typically is the first thing I always do is let me see your calendar. Okay, you want to look at this week? No, show me 2 3 months ago. And then I always ask the same question. I don't see prospecting time on your calendar. Oh yeah, I was doing some. Well, here's the thing, Brian. Right.
The way people most people do prospecting is I'll fit it in whenever I can. As soon as I get to the gym. There's always always something more important than prospecting. Not really. There's never anything more important than prospecting cuz that's what drives everything. But it's the thing that we avoid the most because it's not fun most of the time. Right.
In fact, in much of it, there's a lot of rejection and it's painful. Who wants Who wants to go to the gym and lift the weights time after time as your muscles aching? It's like that hurts. Why do I want to do that? Well, because in a couple of days, your muscle's going to get a little bit bigger.
Your your abs are going to get flatter. You're going to look like a like a young Brian instead of an old Jeff. So, yeah, it there's a price to pay for everything and in sales, it's prospecting. Look, it's the same thing in comedy. I don't really want to write jokes. I just want to get on stage and and have a bunch of people laugh. >> Right. Except there's a price to pay.
You got to sit down and actually write the jokes and rewrite them and write them again and then go to open mics and test them out and work with a coach and all that stuff. There's a price to pay for everything. Yes. [snorts] I so agree. And so much of this. And then even with my clients, I'm not losing weight or I'm not this that.
Let's look back. There are breadcrumbs that are telling us why you are or are not doing this. How much did you move? And I I I just go down the list. Average calories, average steps, did you hit the gym? How much sleep did you do? Like all these basic questions that we need to do.
And And prospecting ends up being the basic things. Like where are the people that you want to work with? Where are they hanging out? And are you doing anything about it? How do I How do I get my my stuff in front of those people so that enough of them want to talk to me? Or how do I reach out to them so that they'll have a conversation with me? But yeah, it it it's it's constant.
It it it it just never ever ends. I I There's no break. And the reason is because there's a relationship between prospecting today and getting paid tomorrow, except it's not prospect today and get paid tomorrow. If If we If you and I could prospect today and have cash money in our hands tomorrow, every sales person would prospect every single day.
But the problem is it's not a direct relationship. Right. For example, one of the services I offer is sales training at large corporations. When When I'm offering a company like Cisco Systems or Siemens or Citibank, these are all companies I've worked with, sales training, from the time I first speak to the prospect, that's usually a VP of sales or somebody like that, till the time they say yes, the average is 8 weeks.
I know this because I track it. Three meetings over 8 weeks is the average for somebody to say yes. However, it takes 4 and 1/2 months till I get their money. Cuz there's a lot of stuff that has to happen between that first meeting where we first get together and the last meeting where they say yes, and then where I actually do the training.
They have to rent a room. I have to write the program, write the workbook, uh reserve the time on my calendar. They have to check all their sales people's calendars because sometimes they're coming from around the city, around the state, across the country, sometimes from around the world. Uh I have to invoice them.
There's a lot that has to happen. And my point is from the time I If you're a VP of sales and we're going to do business, from the time I meet with you, Brian, till the time I get your money, it's 4 and 1/2 months. Now, that's not a good or bad thing. It's not a right or wrong thing.
It just means that if I don't prospect for sales training business today, March 23rd, whatever 4 and 1/2 months from today is, I can't get paid. And if I don't do it tomorrow, I can't get paid 4 and 1/2 months from tomorrow. Now, the fortunate thing in my business, and I assume it's in yours, too, is I don't need to get paid every day.
I you know, I I I get nice checks every now and then, so I don't need them every day, but thing is, I like to keep my income steady at the highest levels. The only way to do that, consistent and effective prospecting every single day without fail. And that doesn't mean you have to spend all day prospect. Right. In fact, for most people who sell, accidental sales people or professional sales people, it's typically not more than an hour a day.
Some people need 90 minutes, some people only need 30, but it's not like most people have to prospect all day every day. Except it feels like it. It feels painful. Especially I'm going to use the example, even though I'm betting a lot of people aren't doing it anymore, cold calling. You pick up the phone and you cold call. Most people don't go, "Oh, I'm so glad that a coach called me today.
I'm I was hoping to talk to a a health coach today, or I was hoping a a sales trainer would call me today." No, they give you a hard time. They hang up on you, they yell at you, they give you some objection, and then you're like, "What do I say now?" So, it's painful. What what we're doing is we're mining for gold.
We're looking for the nuggets, and we're doing, and I think you'll appreciate this, reps. Reps. You don't go into the gym, lift a weight once to go, "Okay, baby, I'm pumped." No, it's reps, time after time after time. There's no There's no escaping it. I wish there was a shortcut. >> yeah, most guys are going to lose, say, 20 lb in 3 to 4 and 1/2 months.
And if you don't start today, then you start the process tomorrow, 3 to 4 uh months out. Yeah. Yeah, it can't happen faster, but to have realistic, sustainable weight loss and consistency over the long term. It's to and be able to stay there weeks, months after after you've lost it. It's It's like 3 to 4 months that's that's right there.
So, I'll agree with you. >> And so, I I know you're interviewing me, but I do have a question for you and I hope you don't mind. So, >> with your clients, how do you help them when their commitment flags? Cuz for most people, they start out strong like I don't >> Mhm. I'm not even going to talk about most people.
Like uh I I have a friend in about a year and a half ago we decided we're both going to lose some weight and we're going to be keep each other accountable. Every day we're going to just going to text each other our weight. Just stay on track and we're going to encourage each other. Well, we both started out super strong. We were doing great.
But now we're a year in and neither of us has hit our goal and we're kind of we're we're kind of What do I call it? Roller coastering. All right, I'll lose a couple then I'll gain a couple more. Like this weekend, on Friday I had texted him. I said forgot what the number was, but I was down like 2 and 1/2 lb. He goes, "Wow, what a great way to go in the weekend.
" I'm like, "Yeah, baby." Except you know what? I'm up four from Friday. Now, I knew what I was doing by the way. I knew exactly what I was doing as I was stuffing food into my face like This tastes great. I I know I'm having a good time, but this is not in line with what I say I'm committed to. Except if I was really committed, then I wouldn't have been eating the box of cookies that I ate yesterday, which were delicious by the way, but obviously pouring a bunch of sugar into my body was almost guaranteed to show me an up on the
scale. So, for your clients, what advice do you have when people are kind of losing that commitment? It's really strong in the beginning. Now it's like, "I don't know." Uh number one always goes back to the why. Got to bring that back up. Why is this important to you in the first place for you to push through whatever this thing is in front.
Cookies or time or stress or travel or the list goes on. There's a million excuses of why you wouldn't want to do the thing. So, we go try to dig that up. And then we get support. Uh I literally had this with a guy today. He has been trying fighting to get under 280. And you think like, "Well, that'd be pretty easy. You should be able to just He's got a lot of weight to lose.
He could you lose weight." But he he it gets out of 280 and then he blows it up and he's at 286 today. It's like, "Bro, what happened to the daily text messaging?" It's up or the the little way the little white flag at least and say, "Hey, Brian, I need some help." And getting support, getting reinforcement, getting encouragement, going to find that stuff so that you can then leverage it in a sense.
So, say if I was coaching you, Jeff, and hey, great. We're down 2 and 1/2 lb. Cool. In the next week ahead, what are you doing? Are there anything that might come up that might challenge our uh situation? And then >> Yeah. Saturday say, "Well, I'm going to go out to eat and this that and the other and there's a bunch of cookies.
" Like, "Okay. So, what's the plan?" And you'll be like, uh like uh uh do you eat the cookies? >> [laughter] >> Like, "Well, I mean, you can have some. But how many cookies do you need to eat or it's actually be worthwhile and you're good toward do we cross that point of wow, this is gluttony?" >> [laughter] >> It depends on how much tequila I've drink been drinking.
Right. Tequila will will definitely skew the lines there. >> It's a tequila blur. The drugs and alcohol that my doctor says are okay, they're not okay if you're trying to lose weight. That's for sure. No, no. Everything goes out the window. Yeah. And probably same thing in sales with coaching and stuff is that you have to understand why you're doing it.
For like sales is because you want to make money to provide for the lifestyle that you want to live and pay your bills. And then it's the day-to-day things to find the support at what you're strongest at, but even more importantly reinforcing whatever the weaknesses are and building strengths and skills and abilities to make them not so much a weakness anymore.
Like say cold calling or direct messaging people or creating social media posts that get people to raise their hands or smiling when you press the play button and record button, you smile so that when the replay shows up on your LinkedIn it doesn't look like you're carrying a frown face cuz you're just waiting and didn't realize that it actually was on LinkedIn, but it's not.
Look through my LinkedIn beforehand and you say you say Brian, did you know that you have this stern look on your face in these videos? And I'm like, what do you mean? And then I went back and looked and it's like, oh, that's the buffer time that I'm waiting for LinkedIn to to register on my my streaming stuff.
Like, oh. So, today we fixed it. I started smiling and I smiled the whole time. Exactly right. Yeah, so you know, it's it's it's it's the importance of a coach like you. And you you just said it. That when you're when it when you are maybe sipping a little tequila and you're like, oh, I should have some cookies. Let me call Brian.
And and that's a tough thing to do and in the sales accountability the sales confidence lab, everybody has an accountability partner that they're supposed to be in touch with on a regular basis. The trick is at least for me and my friend who've been supporting each other in weight loss, we started out strong and then it became, all right, I'm sure you did your best over the weekend, do better.
And that's not what you need. You need a coach who's going to say, you made a promise. To me, [clears throat] it's the commitment that drives everything. Right. You want to lose weight, you want to close more business, whatever it is, be committed. Right. Half-ass doesn't make it. I want to lose weight, I want to be wealthy, who cares? I'm I'm Right.
I Here's a conversation I have with all my coaching class before I allow them to engage with me. Hey Brian, I just want you to know something. If you're looking for a coach who's going to tell you everything's all right, I'm not that guy. I'm going to kick your ass when you need it. If you want somebody who's going to listen to to what your challenges are, give you great advice, and hold you accountable, this is the place to be.
But I'll tell you, every session's going to end with you making promises to me, and if you break two promises to me, I'm firing you as a client. And if you've already paid me, I'm keeping your money. I'm telling you that right up front. You don't want to play that way, let's not even get started. Right. You're not going to pay me the amount of money I charge to help you cuz you don't want to succeed.
If you really want to play to win, I'm your guy. But not But don't break promises to me. I'm not going to play that game. And you need a a coach that is willing to kick your ass when you need it. Why would you pay a coach just to tell It's why I always say, don't use your mother as a coach. Well, my mother just passed away, but before she passed away, if I called my mom and said, "Hey Mom, um I I I need to make a bunch of cold calls.
" So, I'm going to promise you, I'm going to make 20 cold calls a day for the next week. And when I talk to you next week, Mommy, I just want you to ask me if I did it. And if I tell you no, I want you to give me a hard time. I know if I called my mother a week later and said, "Oh, I tried my best.
" You would go, "Oh, that's okay, sweetheart. I'm sure you did try your best." And by the way, if you knew my mom before she passed, that was a great impression. But yeah, you you need someone who's going to kick your butt. Yeah. A thousand percent agree. You have to be able to do that and find the right people to support you in whatever challenges you're having, whether it's health, whether it's sales, whether it's business, or whatever, relationships.
There's Everyone has problems in their life, and they have strengths and they weaknesses, and you can have someone or something that you're actively working towards, and you have to constantly keep it a focus and a priority. So, someone's looking to lose 20 lb in a sense, [clears throat] or get rid of chronic illness, I say, "Hey, I'm your nutrition health boss.
Anything that you do that doesn't coincide with us losing weight is a direct It is in direct relation to what we're trying to do and accomplish and we and it's a distraction. We can't have distractions. So, you can't leave your house, you can't eat out, you can't go travel, you can't water blah blah blah, whatever. You can't live life.
You just need to be in a bubble and do that, but that's not reality, right? And but I will remind them of that is a hey, "You're leaving on a trip. Just FYI, what is the plan so that we stay on track with what our goals are for you?" So, same same same conversation. This is actually Yeah, it's it's just planning. My daughter I I went to skiing a week ago with my daughter and she has diabetes and she has celiac.
She had a plan her meal. We we were >> Yeah, oh yeah. We were leaving early in the morning. We knew we were going to eat lunch. She she didn't know if she was going to get there and find out if they had anything she could eat. She had to prepare for it. I mean, I could eat anything, so it didn't matter to me, but yeah, it's If you're really the funny thing is, you Your actions show up based on your commitment.
If I was really committed to losing weight, then I would have lost the 33 lbs that I had said I was committed to losing weight, you know, 6 and 1/2 months ago probably. >> Right. I'm not sure what the yo-yo effect is. I I I think it's I get cocky. Like I know for me, when I drop down below 195, my face thins out. I start to look better.
You know, when you look at yourself in the mirror, I'm like, "Oh, okay. My cheeks don't look puffy anymore." And it's like, "Well, maybe I could have a little something." And I'm not good with a little something. Yeah. I I know that about me. One cookie's never going to happen with me. [laughter] Right. Right.
>> it really boils down to the commitment. What are you committed to? Are you committed to being healthy and looking great and stuff? Are you committed to closing more business and serving more people? If not, then there's nothing anybody else to do. Right. But if you really are, then it it makes sense to take action, get involved with a coach like yourself, and and just get it done.
Yeah. Yep. Exactly. >> Easier to say, by the way, and not always easy to do, which is why everybody needs a coach like Coach Brian. Or Coach Jeff. Or sale. Exactly. Well, closing up here, sort of wrapping up, what what do you do? Obviously, go over the the sales confidence lab. Who is the ideal person for that? What are the expectations, and what will they get out of it? Uh tell us a little bit about your program.
Sure. Uh so, you are the perfect person. You're you're exactly >> The accidental sales person. So, I've run it two full one Well, actually, tomorrow is the last the 12th session of of cohort number two, and we've already started cohort number three. Uh I've had some professional sales people take it, which was not my intention, and they're saying they got a lot out of it. That's great.
It's really designed for coaches, consultants, creatives, uh solopreneurs, small business ow- anybody who did not go into business to sell, but has to. That's who this was really designed for. Uh it it really is the same exact program I do for professional sales people in corporations, just with different words and gentler uh You know, I'm a certain way with professional sales people. This is this is coaches.
It's it's It's just a very casual, comfortable thing. But, when I say casual, by the way, there's an exact process I'm taking everybody through session by session, and uh now that we're in cohort three, everything's really set really well. Uh what can you expect to get out of it? Increased confidence. First of all, people are going to walk away with the mindset of selling.
The entire first session is all mindset. It's got nothing to do with skills. Yeah. >> You're not going to learn how to sell in the first one. It's all getting your mind right, because if you if you think sales is sleazy, I got to be pushy, I got to be aggressive, then I got to fix that first.
So, that's the entire first session. And then the rest, you're going to walk away with tips, tools, strategies, and actual techniques for here's how I establish rapport with somebody. Here are the words I use. Here are the questions that I'm supposed to ask. Here's how I ask them, how I make them into a conversation instead of an interrogation.
Here's how I ask somebody for money in a non-confrontational way. Everybody walks away after 12 weeks with a completely redesigned brief commercial for both networking and for selling, and the confidence and skills to actually have that sales conversation in a non-pushy, non-salesy way. Uh I'm a very confident guy, which is probably why I called it the sales confidence lab.
I did not anticipate the level of First of all, the testimonials I'm getting from the people who've taken it, or the results that they're getting. I I knew it was going to be I'm very confident what I do. I know I know I'm good at what I do, but uh after session four in the very first lab, after the fourth session, one of the participants, his name is Hi, uh he wrote to me, goes, "I can't believe it.
I'm already closing 25% more prospects." After session four. Now, I did not expect a 25% increase in sales for anybody after 12 weeks, let alone four. So, it it it's getting really miraculous results. Uh people can go to the the website, it's salesconfidencelab.com, and there's a bunch of video testimonials.
It's not me saying what I mean, I'm on there saying why I think people should take it, too, but it's other people who've been through the lab saying, "Oh my god, this thing's awesome." Uh it's incredibly uh inexpensive as far as I I take that back. You know, I make a nice living, so this this amount doesn't seem like a lot of money to me, but I I really priced it you know, the the when you price >> people. It's it's not overpriced.
It's valuable for the price that he's offering. Yeah. Not even close to overpriced. I mean, there's two ways to price these things. One is you price it really low so lots and lots of people will take it. The other one is you make it really high so that seems like it has more value. I went with the other one. I want lots and lots of people to go through this program.
Uh I'm I'm limiting it to no more than 28 people at a time, but I could actually run one one in the morning, one in the afternoon 4 days a week and then still take Fridays off and still help a lot a lot of people. But yeah, people walk away with a renewed confidence in themselves and an actual process that they can follow step by step to take people from hello to yes, I want to do business with you or hello, I'm not going to do business with you.
And we also talk about some ways to find new people like how do you use LinkedIn? How do How do you cold call if you're going to? Networking effectively, all that kind of stuff. Right. And I I I I always forget to say this. I give a 30-day money-back guarantee. If anytime for any reason during the first month in the It's only a 3-month program.
Anytime during the first month anybody says, I I I don't think this is working for me. They send me an email, they get their money back. I'm not interested in keeping anybody's money who's not getting great value. Right. But they are. Nobody's asked for their money back yet. Yep. That's good. And they shouldn't with the value and the way you attract the right person into the program.
By the way, it's salesconfidencelab.com and anybody is interested and they go and they want to register, when you do I'm going to give you a gift today. Use the code coachbrian c o a c h b r i a n 1 0 0. Coach Brian 1 0 0. That'll give you $100 off. And it's inexpensive in the first place. So, this is this is a super deal.
The next one starts Ooh, April 14th. I believe it's a Tuesday from 2 to 4 p.m. It's 2 hours a week for 12 weeks in a row. Actually, not 12 weeks. In week 10 we don't have a meeting cuz everybody in the lab gets a one-on-one coaching session or role-play session with me. Nice. Nice. That's awesome. All right, Jeff.
Well, thank you so much for coming. You are selling yourself, no matter what, in every area of your life. And having confidence, having energy, being able to present yourself, being able to understand the benefits and the features, and where those go in in the whole conversation, too. From hello to yes, sign me up.
That is a really important process to be able to help understand. I have spent years trying to figure out how to sell, and I am an accidental salesperson. Hence why Jeff's information and stuff caught my attention, and I have him on here to help to help you learn. I hope that you have taken some gold nuggets from our conversation today that you can start applying.
And if you are interested in improving your sales skills to get to the yes and get to the money to go pay your bills and live an awesome life, then check out Jeff's Sales Confidence Lab. And we're wrapping up with this episode of Driven for Health. Thanks so much for joining. Thanks for having me, Brian. Yep. All right, hang out there for a moment.
It'll upload.