Turning the Science of Communication Into an Art with Glenn Milliet

it has been said that communication is an art and I'm here to tell you it is not it is a science and when you understand the science and you apply it relentlessly then it becomes an [Music] art Glenn thank you so much for joining me on the Leto business podcast yes it's an absolute pleasure thank you for the honor and this opportunity to share some valuable content with your audience yeah I appreciate it so you know I've seen a lot of the stuff that you do you focus on communication a lot but you also have brand building you've been um in the beauty space for a while you've been doing a lot of you know closing sales and focusing on on that close which is very important so I guess for our audience that don't know anything about you give us a short version of what got you here sure so first of all I was born in New Orleans Louisiana a very long time ago 1949 and my hero's journey or my story about how did how did you get into communication it actually starts off where I'm five years old and unfortunately for me I had a birth defect in my left leg which put a steel brace from my hip to my foot now I always say God has a really crazy sense of humor because not only did I have a challenge with the leg but my mother was a dancing school teacher right now this is where it turns though because life is always a an opportunity a what's around the next corner right so Mom didn't say oh my poor son mom said well son if you can't dance you'll sing well look man I'm five years old I don't know if I can sing but when my mother says Sing You sing now that put me in front of 5,000 people at the age of five or six years old singing so here's the plus side of communication and how it ties in I have no fear of getting up in front of a group whether it's five people or 50,000 people so Mom inspired me to become a singer now I sang throughout high school and college I have a degree in voice now that's important because the tone of the voice is one of the three key elements in being a powerful Communicator we'll talk a little bit more about that later so anyway I I went to college for voice I sang and then some reason or other I decided to get into the beauty industry and as you get to know me I'm very type A I am a little anal yeah and and I'm okay with it that's who I am so when I got into the industry like so many people who get in business I wanted to be great at my technical skills Great Haircuts great color great highlights if I was a plumber an attorney a doctor I have to be good at my technical skills and simply through hard work for three years I worked real hard my numbers moved up but at three years my numbers started to level off was whoa whoa this is not the life I want I want to grow so the economy was good my location was amazing and my pricing was in line with the market and so I realized early on the challenge was not external it was internal now I was fortunate to be gifted with the ability to talk yet I was not a good communicator and there is a major difference so I started studying the most powerful communicators I could I actually broke out an old piece of equipment that most of your listeners probably have never heard of it's called a cassette tape recorder now what I did with this is for one solid month I cassette tape recorded every consultation that I did and then I went home and listened however I listened as if I were for the client and I heard verbiage that was negative or vague or distracting and I knew immediately what I needed to change and when I changed how I communicated my numbers moved up now it has been said that communication is an art and I'm here to tell you it is not it is a science and when you understand the science and you app apply it relentlessly then it becomes an art right just like anything else if you're going to play in the NFL and they say man he's got great potential yeah but somebody's got to sculpt that potential somebody has to show that young man the way so when I I talk about communication there is not one aspect of our life where communication is not the most crucial element now second part of the this is yes communication is not an art it is a science and we know that we've been all told that communication is everything and I hate to tell people but no it's not what is everything comprehension now as you get to know me I can obviously speak for eight hours straight and not repeat myself however if what I share with you or anyone in the audience if they don't get it why was I speaking yes that's my hero's journey that's how I got into communication so I want to get back to the Art and Science in a minute but I do want to speak to you for a moment because you mentioned something where you were able to talk but you weren't a good communicator and I think this is something that a lot of leaders wrestle with because they come from a place where I could have a great conversation people love to speak to me but somehow I fail of communic ating the vision of my company I fail communicating when I want to give feedback for somebody else if you could dive in some practical differences of how do you split up the two you could be a good talker and have good conversations but yet not a great communicator sure I'll share a couple of thoughts related to your question over the years that I've been doing this I realized that there are what I call 10 essential buying and selling insights they're all related to communication now I I was going to call them the Ten Commandments but that was already taken yeah somebody beat me to that one I don't know how that happened but anyway so I I want to preface my answer with some information so let's talk about communication versus Talking you and I can go have a cup of coffee now I'm going to share with you some of these insights number one every situation is a selling situation there is no moment in your waking day and maybe even in your sleeping night that is not a selling situation now someone said to me once they said well that can't be true and I said to the young gentleman I said when you woke up this morning and your brain the voice in your head sold you on what shoes you were going to wear today the ones that go with the dark suit or the light suit or the tennis shoes or the running shoes you got sold now you may not think of it as selling but it is selling because the objective and I I want to stress this I don't coach selling I coach clients on how to close and I'm going to go into this selling is where somebody's trying to get me to buy something I wasn't even thinking of closing they already know what I want to buy and they're just going to provide the solution yes that is crucial and we'll dive into that in a second okay so selling is the transfer of emotion number one every situation it's a selling Situation Number Two selling is the transfer of emotion so what I realized early on was that my ability to ask questions on the front end of a conversation would totally expose what my listener wanted to take away from the conversation or the consultation or the sales opportunity right so the difference between talking and communicating is well I I can talk about anything M when I communicate I have a purpose I have a point there's something I want to get to and in that it's very much knowing what is the prize my listener wants to take away from having a conversation with me and what is the prize that I want to take away from having that conversation with the listener now if we're in a business conversation or talk my objective is to provide value to my potential client the return from me is called profit so it's pretty simple I'll give you a couple more of these 10 insights because I think they will lead to more information for your your listeners so we know number one every situation is a selling Situation Number Two selling is a transfer emotion number three is pretty easy we already know this people spend more money on what they want than what they need yeah you got that right and and if you don't think that's right go look at all the stuff we bought during covid we don't even use anymore right number four and five come together now we're going to Deep dive this but you got to listen to both number four ladies and gentlemen you are not in business to sell what you want to sell and you're thinking what no no no you got to listen to part five second part you are in business to sell what the client wants to buy and when you ask the right Discovery question on the front end you don't have to sell anymore you simply go to your shelf take the solution off that shelf give it to the client and I'll stress this as we dive deeper if the only thing that separates you from your competition is the price then you have not communicated your value to the client all right so we're not in business s want to sell we're in business sell client wants to buy so what's the question we should ask Glenn well the opening question and let's go back to when I worked in the beauty industry and I have a lady in the chair uh and this is a new client we're going to call her Miss Mary it's a good name so Miss Mary is coming in the salon for the first time now there's a bet and I mean like a Las Vegas bet I make this bet and I win it 100% of the time would you like yeah I was gonna say would you like to know what that bet is yeah here's the bet I bet that every time I acquired a new client someone else just lost a client yeah you're exactly correct right now think about this and and let's just take the hair industry whether it's your Barber or your hair stylist or or your doctor or your attorney when you went to that stylist the other stylist that you went to before me your brain had a perception that they were going to be the one yeah right the one who was going to give me this amazing haircut and make me look in the mirror and feel so confident and proud and build my self-esteem and guess what they did that on the first visit but also the biggest challenge is they didn't lose you because they did bad work they lost you because they let the relationship die oh true right and so here's the story I tell the first time the client comes in the salon again lady client you know and The Stylist says oh miss Mary it's so great to have you here now this is a smok and this is how the smocks go on they tie in their front like a bathrobe this is the changing room over here and you'll notice that there's a mint right on top the smok so if you want to take a little men that's there there's some mouthwash over there if you like it now this is our beverage center this is where the coffee is okay oh my God it's like an emotional Love Fest right that's the first visit yeah and by the third or fourth visit Mary walked in the client and the stylist said hey here's your smack slip it on I'm running behind I already got your color mix let's go you're losing that relationship you let it die and I I tell the story this way my wife and I have been married going on 48 years and on the very first date almost 50 years ago I wanted to impress her right so I opened the car door so she could get in and sit down I did that on the first date well I did it on the second the third the fourth the fifth date and she became confident this guy's gonna open the car door he's cool all right now we move to today 50 years later and confidence has now become trust and trust my friend is the ultimate superglue wow whether it's a personal relationship or a business relationship right so today my wife trusts I will open the car door because if it's raining and I get in the car first and the blonde is standing out in the rain her brain says he doesn't love me anymore that is power you train there that's that's yeah that becomes a habit and it com comes an expectations exact exactly it becomes a conditioned response it becomes a habit all right so I'll give you a couple more when you are speaking listen to understand and not to respond listen to understand and not to respond so basically when the client is dumping all that toxic waste about why they're not happy about this or that the other thing don't interrupt let them go now if you do interrupt you can only ask one of two questions one question is would you repeat that because I want to write that down which sends a message to The Listener that you're paying attention and it's important the other question you may ask is I want you to dive a little bit deeper tell me a little bit more about that challenge you're having again it shows that message so let's go back to the slot so Mary comes on the very first time and here is the billion dollar question Mary sits in the chair and already know she's going to be mine because someone else just lost her and I say this to Miss Mary now miss Mary I know that you're on the appointment book today for haircut however transitional word if you could change anything about your hair that you're not happy about what would you change such as the texture the density the length do you find that the on a hot summer day in Brooklyn when the humidity is high that your hair frizzes what would you change he says oh my God I would definitely get rid of the frizzy hair check and you know my ends are a little dry and brittle check and you know I've never really liked this color check anything else nope that's it so if I'm clear frizzy hair better Integrity on the ends and modify the hair color that's correct I already know what she wants to buy I don't have to sell anything I don't have to try to sell a highlight or a treatment I know exactly what she wants to buy now I'm make an offer so Miss Mary if I were able to offer you a service where I can make your hair 100% frizz-free up to six months and there is no harsh chemicals involved is that something you would be interested in listen close the last hairdresser stopped asking what's wrong and just assumed they were doing everything right now I'll make you laugh so as I said my wife and I have been married 48 years and someone asked me when how do how do you stay married 48 years well the first thing I made him laugh I said well my my wife loves pain and I give it to her no no just kidding so here's reality I treat my CL my wife like a client I saidwhat do you mean I said 'well at least once a month we're going to go to dinner and at dinner I asked this question we've been married 48 years if there was anything about our relationship you could change what would you change and lo and behold after 48 years my wife says you know it really drives me crazy when you leave your dirty socks on the floor well now that I know that I'm G to pick those socks up and we're all going to have a better night yeah it's just that simple yeah and I think people over complicate the selling process and they forget the the most simplistic part of what problem are you solving exactly I want to share two more of those insights one of which is the deeper you dive in Discovery the more emotional the decision to purchase will become you must be an information getter before you become an information Giver you listen to learn once you learn you earn and here's number 10 this is the very last one every conversation ends with an offer I mean every conversation ends with an offer otherwise why were we speaking now it doesn't have to be an offer of give me money it could be an offer of hey Glenn could we get together next week on a zoom call and talk about that point that we wanted to discuss oh you're coming to New York let's go get a cup of coffee let's meet talk more so there is an action step so there is an objective at the end what the next steps would be yes there's always got to be an action step or again why were we speaking now we can say Hey listen it was great to see you but even when we end with you know I'll look forward to the next time well there's the offer doesn't have to be big so so let me if you don't mind let me ask you some follow-up questions I think you packed in a lot and I think it's very important obviously as you mentioned in the beginning that we all sell in every minute of our day we sell so obviously this this topic is very important in particular when you you combine it with the topic of communication so I want to ask you some very specific questions that I've seen a lot of leaders wrestle with which is sometimes you can have a situation where let's say feedback is given to an employee and then you know four weeks later the leader finds out that you know that person missed the point they just didn't get it what they're trying to explain so there was a very good conversation in both both parties left oh I had a great conversation but then four weeks later the changes are not there and now they're trying to regroup and saying well you didn't communicate this properly to me sure so I want to get in some tacticals you know if you look at situation like that you say you know what how come two people left very confidently from a meeting and four weeks later they find out that they're not on the same page where is that lack lack in communication is a lack of an explaining what the try what objectives sorry the one key word that just came into my brain is confirmation confirmation so I am a Storyteller by nature and I think that comes from having been a singer and telling stories on a song so I I'll share the story of confirming the message so my daughter when she was 14 years old she was going out on her first date and her name is Corey so of course I'm the dad right and young man shows up and she's ready to go and I said okay now Cory I want you home by 11:00 and I got the face of a 14-year-old the eyes rolled and the head Shook and I could read the face and I said okay what did I just say and she said you said you want me home around 11:00 and I looked at her and said the word around it wasn't part of what was not in my vocabulary see I want to be very clear and very specific so I look back around and I said so I want you to understand I said 11 o'cl because at 1101 your laptop your iPhone your iPad your TV and any electronics that you have will disappear for 60 days oh and oh and at 11:02 dad will be on the street looking for you so now what time do you need to be home I need to be home by 11 o'clock dad go have a good time right so confirmation so let's say I'm having a meeting I'll I'll go to a salon story right so the challenge is this one employee doesn't clean up the dispensary before they leave every day that's a simple test right or it could be the dry cleaners or it could be the grocery store it could be whatever right so typical leader comes in and said okay now look John I really need you to uh clean up the dispensary before you leave the store at the end of the day you got that yeah man I got it John do you know what our policy is on leaving the salon completely clean yes sir it's in the manual that we don't leave until the dispensary is clean all right well John of noticed you've been leaving and the dispensary hasn't been addressed now are you comfortable with that rule that we have that it's got to be clean yeah can I count on you starting today to make sure you clean yes yes sir now and John what time do you leave work today so I'll leave at 5: and okay John what time you specifically clean the dispensary I don't know could you do 4:30 would 30 minutes be enough well yes sir 30 minutes would' be fine all right great so John what did we just discuss we discussed that I need to be in a dispensary of 4:30 every day and clean because I leave at five o'clock go have a great day John I think this is a great great tactical piece of advice which is getting a confirmation and I would say sometimes even like this is an example even when the person thinks they're communicating properly sometimes you know as a leader that did this person get what I just tried to explain and you still let the person go without the confirmation I think this is a good wakeup call so if you if you personally are not 100% sure the person got what you're trying to explain ask for that confirmation I think it's a very important factor and and you can dive this a little bit deeper let's go back to the same story I might start off with John saying hey John I have a question for you now you got to listen it's going to be a key word here and the word is feel feel Fe l so John how would you feel if you worked all day and you're getting ready to leave and you walk in the back and you notice that one of your fellow team members didn't clean up the dispens how would you feel all right selling is a transfer of emotion I said that earlier we spend more money on what we want than what we need to buy the emotion of Happiness so when I say John how would you feel he goes I'd be ticked off I wouldn't be happy so John can you imagine how your team members feel when you leave early and don't clean up the dispensary before you leave yeah well John can I count on you to start you know 4:30 blah blah blah blah blah right so that's just a different approach I want to try to use the the same you know dive deeper with a question related to a sales um example which I think that's also something that salese wrestle a lot with where you could see salespeople having great conversations and very optimistic about about a potential sale and unfortunately the person goes cold so to speak and then they can't reach and say what happened I had this great meeting I you know I went down to New Jersey and I met with a the team and gave a demo and everybody was so happy and it sounded like they're signing that day and they didn't pull the trigger and it it such a sometimes you find out that there was such a disconnect that the other party didn't even have a 10% chance of signing they were just having a great conversation maybe they couldn't face it and I think that comes back to both the close that you mentioned and objective in next steps and also the part of something is missing in the communication there yes the one ke technique that I would coach and I coach all the time when you're encountering an objection to the purchase ask questions ask questions because here's the point when I walk in the Ferrari dealership I pretty much know I want a Ferrari but if I walk out the Ferrari dealership what happened now here's one I used to hear this I did a lot of work in with women with hair restoration and sometimes a hair system could be three four $5,000 custom built whatever and then let me share this with you there's nothing more emotional than a woman who doesn't have hair now look you and I could shave our heads we're going out tonight but my wife could never do that she's a beautiful woman because Society doesn't allow for that right so anyway and this is this is another part of before we do the question salespeople often fear giving the price because they think I can't afford this how are they going to afford this and because human nature is I don't want to be rejected because if I get rejected I feel bad and if I feel bad means I'm not good right all this kind of stuff up here right so you have to ask the question so when the client says wow that really sounds amazing let me think about it you have to have a follow-up question which is well miss Mary exactly what do you need to think about I mean I've covered I'm talking to myself here I've covered everything I've covered the maintenance the cost the features the benefit I didn't that's a trick what what is she thinking about MH but why don't you just ask so you're going to ask so so Miss Mary What specifically is it that you need to think about now I will share with you this is based on my experience there's usually only four objections to the purchase I'm give them to you right now time time well you know I really want to get that hair system I know it'd be such a game changer but I don't know if I can make the appointments every month okay that's one cost cost is always a factor oh I really you man I know I really want it I really want it yeah I just don't know I don't know if I can afford it oh and then the followup is you know I need to I need to go talk to my husband I'll tell you how to get past that too right all right number three is Clarity education maybe I did not clearly inform the client and they got a question about maintenance they have a question about durability they have a question about longevity or projected results that they're going to get and number four is support well you know Glenn I know that our sales would go through the roof if we hired you and you coach my team on communication skills and showed us how to use our branding better but you know my my partner tells me I'm an idiot that's support so I can defeat every one of those with if it's time well let's look at how doing it this way is going to actually open up your schedule provide you the opportunity to take in more clients provide more services make more income make more Revenue if it's a question of cost already know you want it and this is the important part when you and I go to buy that Ferrari the salesman's job is not to sell us a car his job is to help us figure out how we're GNA pay for that car so if you can in your business set up a payment program or payment options and then use verbiage like and I used to use this verbage the hair system would last the client key words with proper maintenance approximately one year based on the cost of whichever system before I gave the price I broke it down to an understandable common denominator so this would be the verbage and I I put price right out there I don't hot it man I'm I'm coming at it right because I know it's what everybody fears so I get to the point where I'm going to talk about price on say now miss Mary obviously everything comes with a cost everything has a price whether you're buying a Ferrari or you're buying a Chevrolet oh did I say Ferrari I did yeah whether you're buying a Ferrari or Chevrolet but here's the good news what did I just say it was good news that's he good news right how many times does sal say man look I hate to tell you but this is the price well you already turning me off man yeah yeah right no no no because you want you want that Ferrari you you want your little heiny sitting in that car driving off the lot so here's what I would say it's say but here's the good news your hair system when you take care of it the way I'm going to coach you you're going to get at least one year out of that hair system your cost is going to break down to less than a Starbucks in a morning muffin once a day for a year boom she walked in with Starbucks in her hand or a latte or her favorite gourmet coffee right so she's yeah so that so that person that client is going I could definitely afford this this makes total sense yeah and then I give the price say now your system is this is a $2,000 system and I might clude with however you're here to buy the happiness when you look in that mirror and I know that when you walk out if you don't have that hair on your head you're going to be looking somewhere else when the answer you're looking for is right here so I'm GNA support it got it you just reminded me speaking about price obviously we do branding and marketing so after a presentation the client will ask like the potential the lead will ask like so how much will it cost me so I got I got in the rhythm of saying you know marketing doesn't cost it pays yes yes just to get them in like in the chuckle just to show the confidence and and people don't realize like you mentioned I think that if you are not confident giving the price means something shady is happening in that process which you don't feel the value is there to justify the price yeah and and part of that in being very aware when you're in the communication of closing I hate to say sing but in the communication of closing process is making sure you're communicating your value to that person and one of the greatest opening questions you can ask is this I would say we'll call him John so John in our meeting today if there were absolutely no limitations as to what we could accomplish what do you want to accomplish by the end of the meeting I I want to system on you know how we how we're going to own first place in the mind of our target market client I want to know how we're going to raise our sales 20% I already know what to talk about yeah right now and I want to share this with you because I know you do branding I I do branding and I talk I talk to this about branding because branding branding is so crucial and a lot of people don't really understand the value of branding so branding is this when a potential client wakes up tomorrow morning with the decision I want to buy that product or service will they think of you first will they think of you second or tragical tragically will they not think of you at all wow and branding which people think oh well that's my business no no no I said to a guy one day I was at a network event and I said so so tell me about you what do you do he said I'm an attorney I said well what's your brand what's your brand he goes I'm an attorney said no that's a job I said to another guy so tell me about you what do you do he says so uh I'm a financial planner oh that's great like you're not the only one on the planet here brother I hate to tell you right and I said well what's your brand position to your Market he goes I'm a financial planner I said notice a job there's a difference between a job the name of your company and the brand position which lives in the mind of your target market client sure and a brand position and you can tell me you could probably Deep dive this even more than me you can't see a brand position it's not it's a perception it's a perception I the example I use always on this note I think you're spot on is if you are tasked to go your wife tells you to go to the supermarket buy a a bottle of ketchup or any of product and chances are there's five brands that you could buy and for one for one reason or the other your hand reaches to one of them that's a brand perception that made a connection to you Bango either you think that's the freshest the cheapest whatever brand perception is in your mind right whatever the most quality product it's the one your mama used to have yeah and and I always say chances are if it's private label there three of out of the five are made in the same facility yeah yeah so it's exactly the same product but there is still a perception that maybe this brand is known to be a cheaper version of the private label brand therefore all the products are cheaper and chances are the catchup is not cheaper but just the hand is reaching there yeah I want to Deep dive this just a little bit so there's two things in branding there's your brand position and your brand position statement now they're a little different right so here's my story so we know that I started doing hair in 1975 and before I knew better someone would walk up to me at a network EV EV say hey who are you what do you do we hear this all the time right and I didn't know any better and the first thing I did was well my name's Glenn I'm a hairdresser right totally wrong wrong so this is what I coach my clients right now number One never give your name first the subconscious the psychological mind Mind Of The Listener does not care what my name is people listen for what is important to them sure right so now we know never give you name first number two I said I'm a hairdresser yeah me and 40 million other people in the United States no separation I'm just another hairdresser right even if I think I'm the best I don't know if the what the mark thinks right so through my years of doing hair and I've I've done everything from I'm a master Barb a master colorist I mean when you're around long enough you do it all however my target market in my last years my last approximately 10 years was only women with fine thinning hair in the top of the head that's my target market now somebody else walks in wants a haircut yeah we can do it but we don't spend any money marketing to anyone but that Target Market the riches are in the niches yeah now here's the difference now someone said to me who are you what do you do woman's thinning hair expert Len Michael I said woman's thinning hair expert in the subconscious mind of anyone who's listening to us right now said he Services women with fine thinning hair and he's the guy who can make it work now in what I do today people say who are you what do you do I'd say communication sales closing and business building expert communication sales go you know exactly what I do yeah I think it's it's so important I think just I want to make sure that didn't go unnotice to the listeners first of all is and I use the analogy and it's a typical example out there so Starbucks and Dunkin Donuts both sell coffee so if they would stop selling coffee there's no product but they're positioning you know Starbucks is all about the experience of the coffee while Dunkin Donuts all about the convenience of the coffee sure now you could walk in and you're a truck driver and you're rushing down the and you want to buy a Starbucks coffee yeah they'll service you they'll take your money however the question is where will they spend the money on marketing are you the target market because maybe you just were just in the area you you didn't see a Dunkin Donuts you dropped in a Starbucks but you really want to get back on the truck as soon as possible you didn't need you need the whole experience so correct we'll take the money and I think a lot of people confuse that when they do marketing well everybody could buy my product of course you'll take money from obviously that's a conversation on its own if should you take money from every po potential client or could you create a process that's much more Niche focused on your Market but outside of that is where do you spend your sales energy where do you s where you spend the marketing these are the places where you need to be much more focused on yeah and and I talk about this all the time if we hear the word target market and people get a a vision of this big Bullseye well yeah it's a big Bullseye but in the dead center is the target that's the target market now as I said if a guy walked in and said can I get a haircut he's on the target but he's not the target I'm going after right I will take him anyway like the truck driver I'll take him anyway so who is who am I going to Market to well I'm going to Market to the housewives and I Market to the girls going to school in the morning and pick up their coffee so know you're spot on and again branding is that which distinguishes you from your competition from other organizations in the mind of your target market client so I just want to add another point just not to go unnoticed for the listeners and I think it's a very important part is when you you know speak to someone who says what do you do I'm an attorney or whatever example you used before what was the other example you you mentioned uh financial planner financial planner now if this person at the moment doesn't think about I need a financial planner I need an attorney you basically close the door you close that conversation and I think people miss so many opportunities because even that person potentially could be your client but even if not if they learn more about what you do and what your specialty is and who's your service they could refer your business because now they know what they're doing versus you shut the door on them because booms this is it and if it's not something that I've been dabbling the last few days for instance you know I'll speak to you because I mentioned before before we started recording our positioning in PEX we help driven Brands create their necks in the brand Journey now natural obviously it says who the target market is driven Brands which means you're not a new you know startup it's a brand that's already in there you're established looking to get to the next which means you have some success and you're looking to get to the next level and it's part of your brand Journey which is related to branding marketing so we're not a Peril company any of the Technical Solutions for a company but most people if they hear that they say tell me more so how could you help me so naturally the question is what's your next yeah where are you going with your company well we're selling on Amazon we want to get into big box retailers okay have you started that process do you need a pitch deck do you need to actually position your brand to be ready for retail so just going back back to what we discussed before versus oh we're branding marketing agency oh I'm fine I don't need branding and marketing sure so it's the way you position yourself and we're not talking about lofty very you know messaging that doesn't have any substance to it it should have substance but make sure you're speaking about the solution or the problem that you're solving that will Intrigue the person's interest to say tell me more or and I two things come to mind and I'm going to save the big the bigger one till second here so when you're and I think you're spot on here so I would ask that person we're talking about selling branding I would say so John when you close your eyes and you see where your company where you want it to be in one year what does it look like and he tells you and then your second follow-up question is what's your plan what's your process to make it happen right because what is the old saying a dream without a plan is just a wish yeah and a wish without action is a hallucination yeah right all right so I want to give you a second I focus in working with clients on branding because majority of people I come across do not have one now you should have one and I incorporate branding into the communication Trilogy of verbiage voice and visual messaging so branding and verbage are crucial they come together they're like a great marriage so I want to go back to my brand position statement when I was doing hair and someone said who are you what do you do now I'm very practiced and I'm very rehearsed but I do not want to sound like I'm giving a speech I want a conversational not speechy so I meet somebody in an event he says hey who are you what are you doing I go see my body language he said I'm thinking about what I'm going to say I already know what I'm going to say right I would say Woman's thinning hair expert Glen Michael I work with women who are challenged with fine thinning hair watch my hands in the very top of the head in some cases almost to the point of bald now this unfortunate situation produces low self-esteem low self-image and trust me when I tell you I've seen it affect the quality of a woman's life but the good news is I'm able to offer multiple Solutions and what I guarantee every one of my clients is understanding of their unique hair loss situation results that always exceed their expectations and here's the best part I do this with pricing that respects every client's Financial Resources nice yeah see that's the nice way of saying I'm affordable right then here's the call to action so I want you to think of someone you know no no wait a minute I'm wrong I want you to think of somebody you love your mom your wife your daughter the lady at work who's Challen with fine skinning hair and I have only one request please don't keep me a secret all right so I want to go back to the beginning often times I hear people say I help people do not use the word help help in the subconscious mind is an indication of I'm free I don't charge anything I just come by to help right so if you see me on the side of the interstate and I have a flat tire and you stop by to help me thank you very much but you're not getting a bill a a check or a credit card when the tow truck driver stops by to change my tire and works with me he gets paid very cool so in a subconscious mind yeah that's what verb that's why I create brand position statements because the verbiage creates an image we speak words The Listener perceives an image I'm G say it again we speak words The Listener perceives an image for examp oh my God this I'm looking out the window here my office that this just a white horse running down the street well not really however when I said horse White Horse did you see the letters h o r s e in your brain or is there a White Horse from a book or a movie or hey if you're a special person maybe it's a unicorn I don't know my point is when I say I help people oh here's another one I recommend and this is all habit right because I work with clients on creating new haveit eliminate the words trying to trying to tells your own brain there's a margin of error and if you fail it's okay so we must speak in a very positive present tense I am working with my clients to build their brand image not I'm trying to work with them to get to the next level sure right so where's to stay away from kind of sort of it's like you know and trying to yes sure now if you record when you ask somebody to do something it's either yes or no what do you mean I'll try to do it yeah it's either you do it maybe you fail but at least you did it well and look myself included most of us fail the first time we try anything yeah but failure is an opportunity to learn that's all it is the biggest challenge I find in a lot of my clients is they keep dragging around the emotional drama bag of every mistake they've ever made it's like look you can't fix the past you can only affect the future right sure so let's get rid of bag so yes so time is time is going on I think we'll have a eight hour session as you mentioned before you could get you could be on we could be on an8 hour and not repeat ourselves because we're going from top to top let me end with asking you a loaded question so feel free to give me parts of the answer if you don't want to go to full but from your experience you know obviously you help people with communication and and you work with people yeah see this why I coach yes yes great it's actually just it's a great continuation what we just spoke about right um so you work with people on the close so I guess my question to you is I work a lot with salespeople in general and I see a lot of people companies that hire salese and they are successful and not successful if you have to give me the the one two three things that you have seen as the you the biggest reasons why salese fail in their sales career what would it be failure to listen number one they put their own agenda first not the client's agenda second that's my number two number three they were never train to close they were never trying to communicate they were programmed to talk so putting their own agenda first that would be my second one number one point not listening with the intention to understand number two putting their own agenda first number three not being trained on how to on the process of of communication and connecting so I want to give you key words communicate connect close communication I could say is marketing right I'm going to communicate to my target market that I'm here well what is the purpose of marketing this is important the purpose of marketing is to make the phone right the bigger question is who's answering the phone and are they skilled to connect with the client guide them through the process to get them either to place the order or come in and let's take this to the next level understand and this is the power of words and people just don't realize the words I mean I think part of this we again we could talk for hours and I could I could fix the world if I could change the words words have the power to strike like the fist of a fighter they also have the power to stroke like the hand of a lover you choose you choose and the words you use create images in the brain of your listener you want to improve your relationship with your spouse think of your words exactly yeah Power of Words Power of Words and remember this when you hire someone you don't hire them to fire them okay and lastly you don't get married to get divorced yeah now I'm not saying things don't happen and I'm not saying sometimes that shouldn't happen I'm just saying yeah The Power of Words this is this has been great where could people find out more about you and follow the work you do oh pretty simple my website is www.bus communication expert.com my email pretty simple Glen GNN bizb i comom x as an x-ray p r t.com and I even give people my phone number because I am 100% and accessible my number is 504 250 3969 email me text me if you got questions I don't charge for every conversation I have with people my goal is to I've learned a long time ago and I want to close with this success is what I do for me significance is what I do for everybody else success is an event significance is a lifestyle I choose to live significant wow that's very powerful we usually close with a four rapid fire questions I think uh you gave it away now but I'll ask you a couple of the I I'll go through the Rhythm just because I want to get your answer exactly on the question because and then we'll close with that but yeah but I think we're up to like 170 episodes I think this is the first time somebody gave out their cell phone just for the record I've heard that before okay so let's close with four rapid fire questions number one a book to change your life The Four Agreements number two yes number two a piece of advice you got that you never forget put everybody else first number three anything you wish could go back and do differently no love it and usually it's 50% about 50% of Our Guest answer positive no no and last little final question what's stilling your bucket list to achieve it's gonna sound like a a corny answer but talk my bucket list is just tomorrow tomorrow what I realize at this age and my life experience is that there isn't anything I cannot do there isn't anything I cannot be I'm only limited by the amount of time like if I decided tomorrow I want to become a brain surgeon I could I just don't know if I'll live long enough to go through the school and make it happen but I but once you make the decision there is nothing there is no that cannot be done wow very powerful Glen thank you so much for joining us I know your time is valuable that is why in the name of our listeners will forever be grateful for sharing some of your time with us today it's been a blast my pleasure man anything you need or anything leners need just reach out thank you so much very generous take [Music] care