Explain This Book To Me

By Josh LipstoneBusiness Education Arts Books

Explain This Book To Me episodes

March 15, 2022Book 5, Episode 3: Best Version Possible. Chapters 9-11.
In the third and final episode of Book 5 of the Explain This Book To Me Podcast, Josh Lipstone concludes his discussion with the co-author of the book Best Version Possible, Brent Kelly. They discuss chapters 9-11 of BVP and learn how to define your PODs, what accountability and leadership look like, and answer the question Why Not You?

To purchase the book please visit this link, Sitkins Book, and to watch the documentary about the book please visit this link, Sitkins VIP.

Episode Highlights:
Brent explains the distinction between a unique selling concept and a unique sales strategy. (3:56)
Brent answers the three questions that are asked in the Law of Compensation. (10:49)
Brent shares a story from their Elite Sales Mastery program called the Elite 50 (25:45)
Brent outlines some of the open-ended questions an agent should ask clients to get them to start a new file with your firm. (28:29)
Brent discusses the foundation of the pyramid of success and its objective of inspiring individuals. (38:51)
Brent discusses his insights on how being a great salesperson translates to becoming a successful agency owner. (42:34)
Brent offers his recommendations on what Producers should be reporting to their Sales Leaders in their monthly meetings. (46:20)
Brent discusses how leaders can multiply the skills of their team members. (51:01)
Brent goes over what he would say to an agency if they were to ask why they need his organization to help them attain absolute freedom. (55:04)
Key Quotes:
“I'm less worried about title, and more worried about the impact, and how we actually tell those stories and create value in the marketplace. Not because it was on our business card, it's because how we're perceived and how we approach things.” - Brent Kelly
“You could have every strategy and tactic in the world and do things really well, at least of what you think. But if people aren't going to do those things that agreed to it, doesn't matter.” - Brent Kelly
“Going further is different than just going faster. And people have to understand that right? You might know exactly what you need to do. But the question is, Who are you going to take with you?” - Brent Kelly
Resources Mentioned:
Brent Kelly LinkedIn
Sitkins Group, Inc.
Best Version Possible Documentary
Best Version Possible
Insurance Coach
Josh Lipstone
Explain This Book to Me
1 hr
March 08, 2022Book 5, Episode 2: Best Version Possible. Chapters 5-8.
In the second episode of Book 5 of the Explain This Book To Me Podcast, Josh Lipstone has the honor of sitting down with the co-author of the book Best Version Possible, Roger Sitkins. They discuss chapters 5-8 of BVP and learn about overcoming team members' objections, how to narrow it down to one thing, how to turn your team members into a high-performing team, and making sure your FIC pipeline is overflowing.

To purchase the book please visit this link, Sitkins Book, and to watch the documentary about the book please visit this link, Sitkins VIP.

Episode Highlights:
Roger mentions a few of his favorite books. (1:40)
Roger shares that nurture was a stronger contributor to the person he is today. (3:12)
Roger talks about the importance of workplace culture and getting buy-in from your team. (4:56)
Roger shares that the Sitkins Group has three steps to help tackle seven different initiatives all at once. (10:46)
Roger talks about the four important parts of an agency's improvement cycle. (15:21)
Roger shares that, often time, producers are not separating the roles of sales and service. (21:43)
Roger provides the differences between activity-based versus result-based tasks. (24:21)
Roger walks the loyal readers through the ideal way to complete the Sunday evening review. (31:48)
Roger shares how many niches he thinks producers and agencies should have. (41:49)
Roger explains the importance of measuring the spread per employee. (48:00)
Roger discusses good conversion ratios, good closing ratios, and the difference between those two. (51:40)
Key Quotes:
"Competition to me, is a combination of services, coverages, and pricing, not just pricing." - Roger Sitkins
"We have to define culture, and in our world culture is the language and behaviors that are normal. And some agencies have very specific goals, very specific critical success factors. They're always talking about them. And they literally speak the same language." - Roger Sitkins
"It's not like in the old days, when the boss would just walk in and say, here's what we're going to do. And it was a dictatorship. In today's world, you want people to buy in, and we find the best way to get people to buy in, is if they understand where the agency is going." - Roger Sitkins
Resources Mentioned:
Roger Sitkins LinkedIn
Sitkins Group, Inc.
Best Version Possible Documentary
Best Version Possible
Insurance Coach
Josh Lipstone
Explain This Book to Me
58 min
March 01, 2022Book 5, Episode 1: Best Version Possible. Chapters 1-4.
In the first episode of Book 5 of the Explain This Book To Me Podcast, Josh Lipstone begins his discussion with the co-author of the book Best Version Possible, Brent Kelly. They discuss chapters 1-4 of BVP and learn about how much money an agency owner can leave on the table when they go to sell, the seven deadly traps to avoid, how to gain clarity as an agency owner, and becoming your best version possible.

To purchase the book please visit this link, Sitkins Book, and to watch the documentary about the book please visit this link, Sitkins VIP.

Episode Highlights:
Brent shares that he likes both books and e-books, and his favorite book is 15 Invaluable Laws of Growth by John Maxwell. (2:20)
Brent shares that both nature and nurture made him the person he is today. (3:30)
Brent explains the quote at the beginning of his book and what it meant to him. (5:03)
Brent shares the tale of two owners and the path that each chose. (7:20)
Brent shares a reference to a chapter he wrote in the book regarding EBITDA. (10:38)
Brent shares how insurance agents are supposed to stand out and come up with their own unique sales approach. (16:53)
Brent agrees that the trap of part time clients is the largest trap but also one of the easiest to get out of at the same time. (22:15)
Brent elaborates on the trap that he sees most agencies start to tackle first and how they can begin dealing with it. (24:37)
Brent shares his memories of the beginning of the broke grow program. (28:29)
Brent shares his insights of being a therapist or psychologist for his clients. (33:37)
Brent shares about the four different versions of the book, the Best Version Possible. (39:32)
Tweetable Quotes:
"You've got to have a level of awareness of ‘Am I on the right path here?’ And sometimes you don't even know it until you talk to other people, whether it's peers or coaches." - Brent Kelly
"There is certain God-given wiring that we have. I think it's up to us to figure out what our strengths are in that wiring and then maximize the heck out of it through nurturing our environment." - Brent Kelly
"Agencies have too many things to do. It's not about doing more. It's about understanding the power of 80/20 and doing the right things and doing them better." - Brent Kelly
Resources Mentioned:
Brent Kelly LinkedIn
Sitkins Group, Inc.
Best Version Possible
15 Invaluable Laws of Growth
Insurance Coach
Josh Lipstone
49 min
February 21, 2022 Book 5, Episode 0: Best Version Possible. The Roadmap.
In episode 0 of Book 5 of the Explain This Book To Me Podcast, Josh Lipstone provides the roadmap for the Best Version Possible book written by co-authors Brent Kelly & Roger Sitkins of the Sitkins Group. Josh provides a 50,000-foot view for each chapter and what the Loyal Readers can expect from the next three episodes.

To purchase the book please visit this link, Sitkins Book, and to watch the documentary about the book please visit this link, Sitkins VIP.
7 min
March 24, 2021Book 4, Episode 3: The Buyer's Journey Part 2
In the third episode of Book 4 of the Explain This Book To Me podcast, host Josh Lipstone sits down with co-author of The Visual Sale, Tyler Lessard. They continue their discussion of the buyer's journey and how to use video in the Consideration, Decision, and Post-Sale stage. We also learn about a mutual hatred for cooking blogs.

Episode Highlights:
Tyler gives a piece of advice to those who are considering writing a book. (1:13)
Tyler shares a story about Uberflip and how to best utilize explainer videos. (5:48)
What are some examples of calls to action that have higher conversion rates? (9:12)
Tyler shares his thoughts about pricing transparency. (15:43)
Tyler discusses why someone may decide not to move forward with a call to action. (19:04)
Tyler gives an example of a great subject line and a generic subject line. (22:10)
What are Tyler’s thoughts on using emojis in subject lines? (23:31)
Why can't we embed videos into the email, and what’s preventing it from happening? (25:15)
Tyler shares the video and business benchmark report that VDR does annually. (32:43)
Tyler shares a story about a small tech company called Buck. (34:58)
Tyler explains why filming and production are the most important stages. (41:04)
Tyler outlines helpful tools that Vidyard offers. (55:01)
Key Quotes:
“First and foremost, if you're worried about your competitors learning about what you really do... Rest assured; they already know. To think that your competitors aren't doing research on you, they don't have somebody who signed up for an account and gave it a try...That's just not reality.” - Tyler Lessard
“The opportunity to have a video as your call to action...is that opportunity to be different, to be unique, to stand out and to offer them a type of action that feels more natural to them, as opposed to something that is going to require effort or action.” - Tyler Lessard
“I do find that in today's marketplace, it is simply an expectation of audiences, and there is very little tolerance for not having closed captions. So, I do think it's something that we need to consider not just for the convenience, but also for true accessibility for different audience members.” - Tyler Lessard
Resources Mentioned:
Joshua Lipstone LinkedIn
Lipstone Insurance Group
Tyler Lessard LinkedIn
The Visual Sale
59 min
March 17, 2021Book 4, Episode 2: The Visual Age & The Buyer's Journey Part 1
In the second episode of Book 4 of the Explain This Book To Me podcast, host Josh Lipstone sits down with co-author of The Visual Sale, Tyler Lessard. They discuss Tyler's journey into the world of video, how the evolution of buyer behavior has changed and how to use video during the awareness stage of the buyer's journey. We also hear about a conversation that Tyler had with his son when he began writing the book.

Episode Highlights:
What does Tyler attribute to his success; nature or nurture? (2:41)
Tyler mentions his definition of connection. (3:52)
After his first discussion with Marcus, Tyler discusses the goals they set for the book. (5:53)
Tyler shares a story about his son, Alec. (8:21)
What are Tyler’s Four E’s of video? (11:53)
Tyler shares why he included home insurance as part of the video. (15:14)
What are some best practices for recording a video? (17:25)
Tyler shares what business owners must do before they start creating a video. (27:35)
Tyler mentions the five styles of educational videos. (33:16)
What advice would Tyler give to the listeners to overcome their hurdles? (43:08)
Tyler mentions the best strategy for video on social media. (53:08)
Key Quotes:
“We need to be mindful about how we enable people on the other ends of these connections. To connect with us, get to know us, to feel invested in our personality, in our success and to make them feel like we're invested in them as well.” - Tyler Lessard
“If all else fails, start with your website. Look at what you're trying to accomplish there. Could video help me tell a bigger, better story here? That's going to create a more emotional connection with those buyers.” - Tyler Lessard
“The best strategy for video on social, is to create video content that is meant for the social networks. But that being said, many of us have a lot of great content that we can repurpose and reuse on these different channels. And, that's absolutely an area that you can start and get value from quickly.” - Tyler Lessard
Resources Mentioned:
Joshua Lipstone LinkedIn
Lipstone Insurance Group
Tyler Lessard LinkedIn
The Visual Sale
1 hr 5 min
March 10, 2021Book 4, Episode 1: The Art Of Video For Sales & Creating A Culture Of Video In-House
In the first episode of Book 4 of the Explain This Book To Me podcast, host Josh Lipstone, begins his discussion with co-author of The Visual Sale, Marcus Sheridan. They discuss the six types of videos that you need to produce for your business, how to find & hire a videographer, and how to get buy-in from your team on embracing video. And you'll find out what Marcus' favorite book of all time is.

Episode Highlights:
What does Marcus attribute to his success, nature or nurture? (2:21)
Marcus mentions the Visual Sale website. (4:05)
Why does Marcus believe that an organization is a media company over a sales organization? (8:17)
Marcus shares why you need a videographer more than a salesperson. (9:21)
What is the difference between videos that are used for sales and videos that are used for marketing? (12:57)
How does the sales team integrate video into the sales process? (19:46)
Marcus mentions where the 80% video comes from. (19:52)
Marcus shares his opinion on the “About Us” video. (28:28)
What are the biggest mistakes that companies make with fit videos? (31:42)
Marcus shares the main key in the process of researching. (40:18)
Marcus mentions the aspects of a great videographer. (54:22)
Marcus shares a story about creating a video with Jenny. (1:05:44)
Key Quotes:
“The idea is that we've got to take part in the digital world and embrace the digital buyer, and therefore align with what the digital buyer wants. That's why you have to see yourself as a media company.” - Marcus Sheridan
“If we can help the sales team shorten the sales cycle and close more deals today, it was worth it. Regardless of what happens on the marketing side, regardless of if it ever produces a single lead, it was worth it. This is essential to remember.” - Marcus Sheridan
“I don't want to write about the best equipment that I should be using to get started, that could change so much over the next year. It would be silly to do that. So, that's the type of content that we would need to have on visualsale.com so that we can evolve it. I wanted this book to be more evergreen that you read in five years, it could be just as relevant.” - Marcus Sheridan
Resources Mentioned:
Joshua Lipstone LinkedIn
Lipstone Insurance Group
Marcus Sheridan LinkedIn
IMPACT
The Visual Sale
1 hr 10 min
October 26, 2020Book 3, Episode 6: Influence In Social Media - But Wait, There's More
In the sixth and final episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author Brian Ahearn. They discuss how to use the principles of influence in social media and some of the stories that didn't quite fit into other parts of the book. And Brian teaches us his secret to happiness.
Key Quotes:
“I came up with a personal brand at the time, and my slogan was ‘when it needs to be done well’. That tied back to my personal mission statement, which starts with the overarching aim that when I die, God will say, ``Well done, good and faithful servant.” - Brian Ahearn CPCU, CTM, CPT, CMCT (5:11)
“I think if you do it well, you can support people. And they may end up leaving, that's okay. They'll probably also help you recruit somebody that could fill that position, and then you go back to what you've always done.”- Brian Ahearn CPCU, CTM, CPT, CMCT (11:42)
“We gain authority status with people quite often when we're willing to admit weakness...you know, you're seen as a little more humble.” - Brian Ahearn CPCU, CTM, CPT, CMCT (17:15)
“I always think it's good to start with, relationship. If you have that connection, because of perhaps friends you have in common, connections you have in common, it's amazing how that will make a difference.” - Brian Ahearn CPCU, CTM, CPT, CMCT (23:08)
“It's called social media. I mean, we should be social. This is not just about you, me, or anybody else, broadcasting our message all the time. Basically, using it as an advertising platform in building relationships so that we can hopefully help each other connect with other people, maybe do business, but it's not just this big advertising platform.” - Brian Ahearn CPCU, CTM, CPT, CMCT (24:56)
“If you stop and think about your main business, insurance, you don't know the political affiliation of the people that you ensure, you don't know their views on lots of things. But you do know that these people need insurance, and that's what you do. So you don't want to alienate people, simply because they see that you hold an entirely different view on a controversial subject.” - Brian Ahearn CPCU, CTM, CPT, CMCT (30:08)
“You’ve got to move away from telling people what to do to ask them, it's the act of asking, and when somebody comes back and affirms that, yes, they will do something. That's the commitment that they've made.”- Brian Ahearn CPCU, CTM, CPT, CMCT (38:27)
“The more effort you put into something, the more likely you are to want to see it through. So all of that psychology that I could use to maybe persuade you I can use to persuade myself to accomplish the things that I want to accomplish.” - Brian Ahearn CPCU, CTM, CPT, CMCT (47:00)
“I plan on being a lot better in 2022, 26, etc. Because I'm always going to be looking for ways to grow and that will benefit any of my clients.” - Brian Ahearn CPCU, CTM, CPT, CMCT (59:19)
Resources Mentioned:
Brian Ahearn, CPCU, CTM, CPT, CMCT LinkedIn
Influence People, LLC
Joshua Lipstone LinkedIn
Lipstone Insurance Group
Book: Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical
Advertisers:
Agency VA
ePayPolicy
1 hr 5 min
October 19, 2020Book 3, Episode 5: Business Case Studies In Influence
In the fifth episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author Brian Ahearn. They discuss how the principles of influence impacted others in very well known and public situations and what the company or person should have done. And you'll find out if Brian was able to put his daughter on a plane after watching the movie Taken.

Key Quotes:
“I think being so rooted in, we're the biggest in the world, we don't need to change, people need to change in relation to us, was a big part of the downfall.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (5:14)
“Their inability to persuade the right people, I think is a big reason that they missed the mark so badly and ultimately lost their dominance, and filed for bankruptcy.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (7:14)
“I always say, great ideas don't become projects until somebody above you says yes. So to me, that shows that everybody in an organization has to at some level, have good persuasive skills. Otherwise, those really smart minds, who could propel you forward may not be listened to.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (8:14)
“If you're not giving me something out of a genuine thought of giving, if you're really giving it as a tactic, just to get me to do something, then what I'm saying no to is the tactic.” - Brian Ahearn, CPCU, CTM, CPT, CMCT(31:26)
“If we don't act here, it could be the downside, that starts to make a very persuasive case to listen closely to what those people have to say, rather than just thinking, you don't know what you're talking about, we're doing fine.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (10:25)
“I might say, you know Josh, everything you've said makes complete sense to me, and there's a part of me that's drawn to that. Another part of me deep inside that said, something's not right here, and I'm going to have to trust my gut for now on this and just remove myself from the situation.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (32:10)
“Even when we are not focused on something, we are still taking in that stimulus. That's a big reason that people could become alert to the danger that helped us survive, and I think that's the mechanism that's at work. You can't put your finger on it, but your senses are taking in enough for you're saying something's not right here and therefore, I need to proceed with caution.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (32:46)
“If you and I now had to negotiate something, we would have a much better opportunity to come up with some kind of deal. Because I get a sense that you like me, I like you, there is respect and trust, there are all these variables that will have us hang in there longer and work harder to come up with a deal.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (56:05)
Resources Mentioned:
Brian Ahearn, CPCU, CTM, CPT, CMCT LinkedIn
Influence People, LLC
Joshua Lipstone LinkedIn
Lipstone Insurance Group
Book: Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical
Advertisers:
ePayPolicy
Agency Performance Partners
58 min
October 12, 2020Book 3, Episode 4: Business Tips To Impact The Bottom Line
In the fourth episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author Brian Ahearn. They discuss how Brian has used the principles of influence that was discussed in episode 2 in real life situations. And at the end, you'll want to buy as many yellow sticky notes as possible.

Key Quotes:
“Book two differs a little bit from the book we're talking about in it is a very hardcore sales book and it's specific to insurance agents. So it looks at the sales process and when these principles are most applicable at different points.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (1:44)
“Handwritten is always best. That's what indicates that you have done a little bit more .” - Brian Ahearn CPCU, CTM, CPT, CMCT (7:08)
“The more somebody knows that you personalize something to them...they are to respond in kind.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (13:45)
“Sometimes I will put a sticky note sticking out of the book on page 43. Just so they'll flip it open. And I say, I think you'll really like this story. And if they start with that story, and they're activated, like, wow, now they want to read the book.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (15:03)
“It's critical to get your expertise out early. So people will then pay attention.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (20:26)
“Leverage what you are good at. So maybe if you come into the insurance industry, and you're not really strong yet on coverages and certain other aspects. But you might be really, really good with technology, and your ability to bring that to insurance agents and help them get better. That becomes part of your expertise.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (22:52)
“It's not what it costs me or how hard it was, for me, it's what it means to them. And if it means a lot, and they're praising me, I should graciously accept that.”- Brian Ahearn, CPCU, CTM, CPT, CMCT (36:35)
“The difference between the person who would constantly be the ‘I need the sales numbers with profit by Friday’ and the person who's thought about it, and always asks instead of tells. They always have fallback positions. They give reasons because that's the person who by far will get what he or she needs much, much more than the person who is in that trap, because that's what they've always done is just tell people what to do.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (44:37)
“I work to live, I don't live to work, I will never sacrifice my faith, my family or my personal well being for my career.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (51:20)
Resources Mentioned:
Brian Ahearn, CPCU, CTM, CPT, CMCT LinkedIn
Influence People, LLC
Joshua Lipstone LinkedIn
Lipstone Insurance Group
Book: Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical
Advertisers:
Podium
ePayPolicy
54 min

About Explain This Book To Me

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In the Explain This Book To Me podcast, host, Joshua Lipstone sits down with authors, thought leaders, and visionaries to explain the book to the Loyal Readers and ask the guest the questions that we…

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Explain This Book To Me episodes

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