In this fifth episode of the third series of Talking About Marketing, we start by going back to basics with the teacher who taught David Olney how to walk with his cane.

That teacher's name is Roley Stuart, and as we'll discover, his practical, firm approach to teaching principles has helped David navigate the world with independence and confidence ever since.

In this episode, we look at what lessons the rest of us can take from Roley's wisdom.

Talking of navigating the world, being interviewed by Peter Goers can feel like that. Steve was just on ABC Adelaide to answer Peter's questions about how to relax. Yep. Wrong person on that topic. Or is he?

Still on the ABC, a friend and client flicked Steve a link to a recent radio special about Noël Coward and, Steve's going to discuss this in the Probems segment. Hmmm.

And in the Perspicacity segment, we continue our focus on David Sandler's Sales Submarine, this time the fifth compartment of Decision Makers.

Get ready to take notes!

Talking About Marketing podcast episode notes with timecodes

01:30 Person This segment focusses on you, the person, because we believe business is personal.
How Do You Relax?

Last episode, Steve reflected on the custom of "At Homes", as captured in the biography of Oscar Wilde. At Homes were semi formal events in which hosts made a point of being "at home" to entertain visiting guests.

Steve pledged to try to hold some of these over summer as part of another committment he made recently; a pledge to start building in some zones of relaxation into the week.

This is a wildly radical notion for a small business owner who has worked seven days a week for 20+ years. However, when his former ABC Adelaide colleague, Peter Goers, invited Steve to take part in the Thursday night segment, How Do You Relax?, it got him thinking.

In this segment, we get to hear Steve's answers while posing the questions for all of us: how do we relax and do we relax enough and well enough?

10:57 Principles This segment focusses principles you can apply in your business today.
Competence Before Confidence

In a recent blog post, Confidence Or Competence? What Comes First For Publicly Promoting Your Brand?, David Olney noted the following:

Working out how to empower people always involves building up both their confidence and competence, but deciding on which one to develop first is not always easy.

I experienced the juggling act of increasing both my competence and confidence when I was a primary school student, as I learned to move around safely with a white cane.

What I learned through experience then, and can explain now, is that basic competence is required to develop confidence, and confidence is required to enable heightened competence.

In this segment, Steve leads David deeper into this discussion, and we even hear Roley Stuart (the teacher who taught David who to move with his white cane) himself, in an excert from a full interview David conducted with him in 2021 on Blind Insights With David Olney.

19:07 Problems This segment answers questions we've received from clients or listeners.
Let's Do It, Let's Share Thoughtful Things

Let's Do It, Let's Share Helpful Things is not one of Noël Coward's better known tunes. In fact, it's not one at all but Steve is still in a Noël Coward mindset, having listened to a special episode of ABC Radio's The Music Show, to mark the release of a new biography, entitled, Masquerade: The Lives Of Noël Coward.

Steve discovered this program when client and friend, Anne Johnson, sent him this note:

Hi Steve, I thought you would love this. I just listened to it on my walk and immediately thought of you, Anne.

This is mentioned in the Problems segment because it really is more of a mailbag segment and this arrived in Steve's inbox. That said, it is a problem that more of us don't do these little gestures of care that not only deepen relationships but enrich the lives of those around you, whether they are friends, clients, or both.

However, upon listening to the program, Steve did pick up on a marketing problem that related to Mr Coward, himself.

The Music Show's host, Andrew Ford, asks the author of the biography, Oliver Soden, whether our memory of Noël Coward is undermined by the range of his talents - playwright, actor, director, poet, composer, short story writer, lyricist, singer, painter, and he took dancing lessons from Fred Astaire.

We listen to and then dissect Soden's response to the age old dilemma facing people who wear more than one hat.

27:19 Perspicacity This segment is designed to sharpen our thinking by reflecting on a case study from the past.
Sandler Sales Submarine Part Five: Decision Makers

Each Perspicacity segment this series, will focus on one part of the Sandler Selling System, this time, it's Decision Makers.

David Sandler argues that you will risk wasting a lot of time and giving away a lot of information for free, if you don't clarify who the decision makers are before you make a sales presentation.

If you discover there are more decision makers than just the person you've been discussing things with, then David and Steve suggest you need to go back and revisit the earlier sections of the Sandler Submarine so that they apply to this new information and new audience.

If you can't get this clarity, it might will be time to surface and travel on to your next prospect.

Our conversation is being guided by David Sandler's excellent book, You Can't Teach A Kid To Ride A Bike At A Seminar, Second Edition.

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