Claim Ownership

Author:

Subscribed: 0Played: 0
Share

Description

 Episodes
Reverse
Airlines Getting it Right - part 4 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. And they showed how other airlines try to mimic this process. And what happened was because they didn't make a full commitment, because they took full service employees and put them in a value service segment of the airline, it didn't work out, because the full paradigm shift wasn't there. They didn't make the full commitment as a company, it was just a department. And as we learned, all of those airlines were willing to sacrifice that department meaning if it didn't work out, it didn't work out, and they would try something new. But they would let that segment of the company fail, and it showed that in Southwest Airlines, their commitment is an obnoxious offer. And they are the leader, undisputed leader in that segment. And the other companies didn't make that full commitment. Most of them if not all of them are gone. Okay. Now, the one exception might be JetBlue, which is a former executives from Southwest Airlines helped start JetBlue. They have made a good commitment there. They have survived that well. And there are others but all the other full service airlines that tried to have their version didn't work out. They didn't fully commit to obnoxious and that is critical when it comes to how your ideal client will respond to you. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Airlines Getting it Right - part 3 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. If you've ever been on one of their airline–airplanes, and you heard the safety briefing, they allow the flight attendants to rap or sing or get creative in how they give the safety briefing. There's a legendary story about one of the passengers wrote a letter to Southwest Airlines saying that they didn't like that. And if they continued that this lady would no longer be a customer of Southwest Airlines. They wrote back very respectfully but essentially said, We'll miss you. We're not going to change. We've made a full commitment to this process, which is in favor by our ideal client avatar. This lady may not have been their target client, but they wanted to please their target clients so much so that they back the employee because the employee was executing the obnoxious offer. So it's very, very important that everybody does that. By the way, in the book they talked about Southwest Airlines had the longest streak without any layoffs, that they have the most employees per loaded mile, and highest labor rate per loaded mile of any airline, and yet they were the most successful. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.  
Airlines Getting it Right - part 2 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. They got us on the plane and they do certain things to meet this promise. Like you don't get seating, you know that they have a staged way that they bring you onto the plane now, but you don't get to pick your seat you just get on a little earlier okay, they made a commitment as a company that they only go into the airports where they can get preferential gate placements, meaning the closest to the runway because they learned how much money they lose per minute. When the wheels the rubber of the wheels are touching the ground versus how much money they make per minute when the wheels are in the air touching air, not rubber. Okay, so it's all about wheels up because the quicker they can get two wheels up and the longer they can stay wheels up. They become the lowest cost air carrier in every market they serve. Okay, so they made a full commitment all the way through. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Airlines Getting it Right - part 1 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. How many of you would like to go out into an airport and start telling the passengers to get online and stay online earlier? Or go get your food now or go get your book or snack so you can get back and stay online longer? You want to be the person who does that? Right? You go out there, and you tell them that because hey, why don't have to get online earlier, we get online earlier, so we could turn the planes around faster and that message will be reinforced throughout anyone you speak with on Southwest Airlines. I remember one time we went to Southwest, we were flying to Las Vegas and our daughter was a toddler at the time and she was in a stroller and we thought wow, everybody's being so nice. They're coming out, they’re helping us with our bags in the stroller and it was like an express right to get on the plane. Well wouldn't you know, as it turns out, we had not flown southwest before we learned about this whole idea of the quick turnaround. As a matter of fact, we rushed to the gate because we thought we were late. We saw a whole line of people who said oh my god, we missed the flight. They said oh no, there's another flight that's gonna go before you out of this gate. And I said really? We're only 30 minutes away. They said, Oh, yeah, we're gonna get this. This plane is gonna go, we're gonna bring another one and turn it around. Oh, we're done. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Don't Get Eaten Up! Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. What if you don't perform or you don't try to fulfill as advertised? They're going to eat you up, okay? Because they're going to expose you even further. As somebody who didn't tell the truth, okay? You didn't even try to fulfill your performance, your promise. So the idea is you don't have to be fully successful. But you do have to try. You got to give it everything you've got. And the clients got to see you doing that. Okay. There's a great book on the airlines called the Southwest Airlines way. And it was a book that was a research study on economy-based airlines, right? And why did Southwest Airlines become so successful? And why did the other airlines not become successful, even though many of them tried to have their version of Southwest Airlines remembered ted from United, they just took the t-e-d out of the name and made it shortened it because that was going to be their express service, continental light at the time. And so Southwest Airlines has this entire book where they are fully committed to one statement and that is being the lowest cost air carrier in every market that they fulfill. Okay, in order to do that they have to make a commitment in such a way that other business habits. When was the last time you were on an airline and a pilot helped your board? Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Potential Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. Right now you're listening to this audio or watching the video or reading the book, okay, and you're gathering this idea about the obnoxious offer, you are in potential meaning you haven't tried it yet. You're getting the education, and you're thinking about something you might know or do already. You're saying, wait a minute, I think we already do some of this. Okay, so you're intellectually, emotionally, you're batting it around. Okay, how is this going to work for me? How do I apply it? How do I take this concept and adapt it to my specific situation, alright, but at some point, you're going to have to go live. And that's when you switch from potential to performance. And there's a lot of risks here. Okay, you're going to stand out. The whole point of an obnoxious offer is that you will stand out from your competitors, you're not just going to be different, you're going to be better and you're going to be making a bigger and bolder promise. Okay? You stand out, you're fully exposed. Okay? If you perform, or at least you kill yourself trying to perform, you are unfairly rewarded. It's awesome. Okay, you are unfairly rewarded because your clientele will reward you by paying your premium and buying your product or service over and over and over again. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Sales People Have Emotions & Fears - Part 2 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. People don't always carry the image that they have, they can talk on behalf of the company. And that's why it's so important for everybody to be rallying around the message. So the salesperson feels comfortable that they can put forth the obnoxious offer. And they feel like the rest of the company has their back because I promise you, it's going to come back and bite the salesperson if the company doesn't follow through. The company will suffer. But it's the salesperson's name and image that's out there, they cannot hide. So we really have to have their back, right? Now every company has the fear of failure, every company, every person has to have that. Okay, all right, because what we're asking as a company salespeople first, but everyone who interacts with the client is that you have to put yourself out there you have to be vulnerable. You have to put your money where your mouth is, and you have to do something that we call going from potential to performance. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Sales People Have Emotions & Fears - Part 1 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. Salespeople are very emotional beings just like you are. They're your representatives. And they're the ones out there that are taking all the hits for the business, certainly in the beginning, and you know, they have some of the same fears as public speakers do. You know, there's an interesting parallel because when a salesperson goes out, they're making a pitch, they're making a presentation, they're putting forward an idea. So let's look at the parallel, right? They fear being judged just like a speaker would, they fear the humiliation of possibly not working out or being called out, or being wrong. Okay. You know, they don't think of themselves as this hotshot salesperson or they don't think of themselves as the fulfillment person or as the president, making this bold promise. You know, in many cases, there's an expression in sales that most salespeople can't afford the thing that they sell. You know, people who sell houses can always buy the houses that they sell. People who sell cars can always buy the car that they are selling. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Can You Deliver? Part 2 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. And the way it works, the customer thinks all people in a business, they think of you monolithic. They think the salesperson is the same as the operations, the same as customer service. That same position. But you're all representative of the business. If I go through a drive-thru, and I say, Hey, I would like this sandwich. And I took that I gave that order to one person. And then I got to the window, and they gave me the wrong sandwich. And they charged me the wrong price. I might say, Hey, I just gave you the order. And they say, Oh, well, you didn't give it to me. You gave it to my colleague. Yeah. But you're still the same, you know, you're the place, I think of you the same, right? They're going to take the company as monolithic as everyone equals everyone. They're not going to say Oh, well, the salesperson said so but I don't expect you to follow through. They're going to say think that one person, each person, one person or each person talks for the whole company. And that's why everybody has to be on the same page. So sales producers they will fold under the weight of the objections that they receive. If they don't believe you can deliver, they won't sell as vigorously. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Can You Deliver? Part 2 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. And the way it works, the customer thinks all people in a business, they think of you monolithic. They think the salesperson is the same as the operations, the same as customer service. That same in position. But you're all representative of the business. If I go through a drive thru, and I say, Hey, I would like this sandwich. And I took that I gave that order to one person. And then I got to the window, and they gave me the wrong sandwich. And they charged me the wrong price. I might say, Hey, I just gave you the order. And they say, Oh, well, you didn't give it to me. You gave it to my colleague. Yeah. But you're still the same, you know, you're the place, I think of you the same, right? They're going to take the company as monolithic as everyone equals everyone. They're not going to say Oh, well, the salesperson said so but I don't expect you to follow through. They're going to say think that one person, each person, one person or each person talks for the whole company. And that's why everybody has to be on the same page. So sales producers they will fold under the weight of the objections that they receive. If they don't believe you can deliver, they won't sell as vigorously. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Can You Deliver? Part 1 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. So when you ask them, Can you really get it here by next week? I mean, really I’ll pay the extra, but can you really get it to me? And they're like, Oh, well, yeah, you know, I kind of think we can maybe like, you know, we always have in the past, if they give a half answer like that, then you know, the person on the other end of the phone or the live chat or the, you know, the room is going to say, I'm not feeling it, I don't think you really believe you can get it to me in this timeframe. Right, the sales producers will fold and there's an old expression that somebody who can't handle an objection folds like a suitcase, right? But think about–imagine you, you know, these poor courageous people that are out there as the frontline of your business. They are out there making a promise that they have nothing to do with its delivery, they have to hand it over to the fulfillment team, the customer service, the operations team, the concierge, right, the bell Captain, you know, the fulfillment squad, and they have to hope that they pull through because here's what happens all the time since the salesperson spent so much time with them. If the fulfillment doesn't come through, the client is likely to call the salesperson back and say, Hey, you gave me your word, and your company didn't follow through. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Culture Matters Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. This is very much something that needs to be ingrained in your culture. And it is a cultural paradigm shift. Everybody in the business has to be toeing the line, because as I mentioned earlier, any chink in the armor and the client is going to see this, and they're gonna see that you're giving lip service to something, but you're not fully committed to it. And they'll expose you for that because they will feel very much jilted or betrayed because they really were excited, they were thinking, Oh, you could be the one, you could be that company that can really service me at the highest level. And then when you turn out not to be that, then you're like everyone else, and it's just a marketing ploy. Okay, but here's the front line of where this is going to happen. Your marketing team will have no problem putting out the bold offer in the brush tagline and really cool straplines and logos and graphics and videos. They're not talking directly to the client. However, the sales team is, the sales team is gonna have to go out, look your client right in the eyeballs and say, here's what we sell. Here's what we promise. Here's what we charge for it. And they're going to get objections. They're going to have to listen to issues. There's going to be information gathering, and a salesperson, a persuader promoter type salesperson who's really out there they are your representative. There you are your frontline. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Paradigm Shift Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. Folks, this is very much a paradigm shift. You've got to go from the convenience side of business, to fully committed and doing what is called for and called upon by your clients. In other words, what they're saying to you is, we will reward you, we love the idea of what you're doing. If you can give us these following items. We will love you, we will support you over and over again, we will overpay for you. Okay, so once we know who our client is, once we know what is really important to them, then we can buy into fully servicing them. You know, one of the things that I like to do when we build an ideal client avatar is at the end of it–when we guess what the age is when we think we know where we've targeted what the age is of the Avatar, we'll say what is this person's name? And let's give them an adjective that we think describes them. Are they brilliant Bob or amazing Amy, and we really want to fall in love with what is that person all about? What would make them super happy? What are they most fearful of? And how can we heal any or all of those wounds? Okay. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
You Better be Ready to Deliver! Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. You don't go live with your obnoxious offer until you feel you can fully deliver on its promise. That means everybody and I mean everybody, operations, finance, customer service, marketing, sales, the management has to be behind this because when you get any pushback when you get people who say I'm not so sure I believe it, you've got to be very congruent in making this promise to them and convincing them that yes, you are going to follow through. This is life without a net. There is no net. You are fully vulnerable with your clients and you're saying to them, I'm going to be better than everyone I promise you, or I'm going to die trying. We are going to kill ourselves as a group in order to make sure that you are fully satisfied. That's what this is all about. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
You Must be Bought In! Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. In this chapter, we're going to talk about buying into the idea of being obnoxious as a business buying into the idea of having an obnoxious offer. And folks, you know, in this entire methodology and this entire approach, you have to be clear that there is no middle ground here, you can't be kind of in this and kind of out of this, you must be fully bought in to obnoxious in order to sell obnoxious to your clientele because if you're not fully bought in, your clients are going to see right through it, they're going to notice that you're not fully committed, and it takes a full commitment. And now when I first started talking to people about the obnoxious offer, they think it's purely a sales gimmick or a marketing or positioning statement. And while it has aspects of that its foundation is rooted in your ability to fulfill. It has so many ramifications if you cannot fulfill and meet your brand promise, your obnoxious offer is your promise. It's your promise to your clientele. It's your unwavering commitment to them to say we're going to make sure this works out. We're going to get you there the first time or it's guaranteed. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
We Run our Clients Business - Part 3 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. Our offers more obnoxious, we have another product that is a three-year coaching program, where we mutually agree upon the goals in the beginning of the process. And if you follow our system for three years, and you don't hit the agreed upon goal, we give you all your money back for the three years. And that's a risk. We needed to work out. We can't let you fall behind. You have things you've got to do. What was the last college you went through? Where you've did everything they said you didn't get the grade or they couldn't place you in a job. So you got all your tuition back? Right? It's probably been a while. Yeah, that's not normally the way it works. And so we've got to figure out a way to embrace who your client is, fall in love with that client, and then give them the things that would make your offer obnoxious in value to them. My offer isn't obnoxious in value to people who don't care about my service, but it's obnoxious in value, and those clients will be willing to overpay if they are my target. And that's why we have to figure out who your target is. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
We Run our Clients Business - Guarantee - Part 2 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. For people that could run your business tomorrow to give you some additional horsepower and cover you in areas that you couldn't cover who they like that. Okay, so the next one is you have no skin in the game. So we said fine with every client, we give them a traditional retainer arrangement, which is what is an industry standard. And we also give a success fee engagement option, where we take the risk right alongside them, if they're not growing, we're losing money. How do you like that for skin in the game? Most advisors don't do that. Okay, yes, there's contingency attorneys. And there are people that will do a success fee like a commission based on that sort of thing. That's great. We love that. But most don't then so we distinguish ourselves very, very quickly. It's matter of fact, we give a five to one guarantee in some of our products, which means if we can't show you how to make her say five times the amount of our fee, the whole thing is free. How many advisors have you hired, I've given you at least a five to one guarantee? Okay, so if we were to bid on your work, and we were giving a five to one guarantee, and no one else was, who are we competing with? Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
We Run our Clients Business - Part 1 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. Well, that'd be great, Carl, you come in and run that part of the business. So I can focus on these growth initiatives. So guess what we started doing, we started running all our parts of our clients business, we have that benefit. Okay, this was a huge step, because we've demonstrated to our clients that we could accelerate their company's business plan by stepping into a quasi-management role. You've heard a fractional C suite, you've heard of interim managers that the client doesn't currently have filled. And then what we'll do is we'll work with their team, and we'll help them promote from within or hire from outside, and then we'll fire our way off of the organizational chart. The next problem is they say, well, that's great. You keep talking about these areas of the business. I don't know anything about what's going to happen to my business, you help me sell more, I don't understand finance. So we said, Okay, how about this, we're going to carve your business into four quadrants: strategy, business development, operations, and finance. And we're going to assign an expert in every one of those areas. So when we build the opposite side, we'll also show you how to sell it. We show you how to sell more. We're going to show you how that affects your finance and all of that. We're going to show you how that impacts your strategy or how the strategy would impact that and going in different directions. Oh, that's great. So not only do we give you one interim C suite or manager, we bolt on an entire C suite. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Why Do We Love Features? Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. Why do we fall in love with features? As I started this discussion, this chapter we start, we talked about the fact that you came up through the ranks as almost always a technician, some of you who are a persuader or promoters get that, but most of you came up as a technician, you were the coder or the accountant or the financial analyst, or the lawyer, or the painter or the carpenter or the electrician, or the plumber, or the auto mechanic. All right. Now, hear me on this, you have to get your head out of your assets, and find out what the client really cares about. Okay, so as a little case study, I'll make myself the guinea pig. All right, as a consultant and a business coach, what are some of the complaints? Well, you guys have no skin in the game, you just tell me something I already know. Okay, you know, you're just gonna give me a list, a checklist, and then ask me how I feel about it. So we dug into what was important to our clients, and you know what they needed when they want to grow their business. They kept telling us over and over again, that they keep saying, I don't have time. I can't get to these things you keep telling me about. I don't have time to do it. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.  
Features vs Benefits - Part 3 Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results. This place hung their entire marketing plan, how they built out their staff, their real estate, their office space, virtually the entire business had their arms wrapped around this one stop shop concept. Whereas once we dug into who their ideal client avatar is, that person wanted a certain result and would have been willing to overpay or be inconvenienced in order to get it. So they were selling something that their clients weren't buying. We need to fall back in love with the client and find out what would that client wants. And here's what we did: we guarantee your smile from life. We guarantee your smile and every procedure that goes into that for life. If you come to us, we will do whatever it takes. And there's a whole host of other features that go or features and advantages that go in with that. But they guaranteed it best in class smile for life. How about that big difference? We're a one stop shop. Okay, that's fine, or we're going to give you the best result guaranteed. Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.
Comments 
Download from Google Play
Download from App Store