Introduction

Walker McKay is the host of the NO BS Sales School Podcast, a podcast for entrepreneurs and salespeople who want to master the skill of selling without all the BS. In this episode, he shares his experience of mentoring a rising junior at The Citadel named Ryan Lester, who got a summer job in sales by cold calling B2B companies in Columbia, South Carolina.

Overview

In this episode, Walker McKay talks about the importance of sales and how young people can develop the skills to become successful salespeople. He shares his insights on cold calling, mental toughness, and how to approach business owners as an equal.

Timestamped Chapter Summary

• Introduction to Ryan Lester and his story (0:00:05)
• Walker's offer to mentor young people who want to learn about sales (0:01:38)
• The entrepreneurial mindset of young people and their desire to run their own businesses (0:02:56)
• The goal and purpose of a cold call (0:03:51)
• Seeing yourself as an equal to the business owner (0:04:21)
• Mental toughness and the importance of handling rejection (0:05:08)
• The power of storytelling in sales (0:06:18)
• The importance of listening and asking questions (0:07:22)
• The difference between selling and helping (0:08:10)
• The importance of building relationships and following up (0:09:10)
• The role of technology in sales and the importance of using it effectively (0:10:18)
• The importance of having a process and a plan (0:11:36)
• The role of mindset in sales and the importance of staying positive (0:12:41)
• The ideal length and content of a voicemail message (0:05:24)
• The importance of confidence and making the dials (0:06:02)
• The value of being a doer and not just a talker (0:06:34)

Quotable Phrases

• "The goal of a cold call is solely to get a meeting." (0:03:51)
• "You've got to see yourself as an equal." (0:04:21)
• "No's are great." (0:05:08)
• "People buy from people they like and trust." (0:06:18)
• "If you're not asking questions, you're not selling." (0:07:22)
• "You're not selling, you're helping." (0:08:10)
• "Follow up until they buy or die." (0:09:10)
• "Technology is a tool, not a crutch." (0:10:18)
• "If you fail to plan, you plan to fail." (0:11:36)
• "Your attitude determines your altitude." (0:12:41)
• "If you sound all wishywashy and candy ass, you won't get a call back." (0:05:24)
• "I would rather have somebody who will make the dials, who has shitty, I mean just freaking terrible approach than somebody who is a killer classroom giver back classroom stud who can tell everything, how the great techniques and then they don't pick up the damn phone." (0:06:02)
• "There are a lot of people like that, a lot of empty suits out there, boy. They got all the technique, but they never pick up the damn phone." (0:06:34)

Conclusion

In this episode of NO BS Sales School Podcast, Walker McKay shares his experience of mentoring a young salesperson and offers to mentor other young people who want to learn about sales. He emphasizes the importance of mental toughness, storytelling, listening, and relationship-building in sales. He also stresses the role of technology, planning, and mindset in achieving success in sales. Additionally, he provides valuable insights on the ideal length and content of a voicemail message, the importance of confidence and making the dials, and the value of being a doer and not just a talker.

Where to find Walker:

• LinkedIn: https://www.linkedin.com/in/walkermckay/
• Twitter: https://twitter.com/walkermckay
• Instagram: https://www.instagram.com/nobssalesschool/
• Free Training Course: http://www.7salesmistakes.com/
• Website: https://www.walkermckay.com/

 

 

TAGS: No BS Sales School, Walker McKay, sales, self-talk, growth, mindset, motivation, development

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

In this episode of the No BS Sales School Podcast, Walker shares a story about a successful saleswoman who left her corporate job to start her own business. He shares her challenges with managing a diverse range of products and clients, and Walker offers an insightful analogy to help her focus on the most profitable opportunities.

• 0:00:05: Introduction
• 0:00:29: The guest's background and challenges with managing a diverse range of products and clients.
• 0:01:08: Walker introduces an analogy to help the guest focus on the most profitable opportunities.
• 0:02:07: Walker shares the analogy of squirrels, deer, and elephants to help the guest identify her ideal client.
• 0:03:32: Walker summarizes the analogy and encourages listeners to think about their prospects as squirrels, deer, and elephants.
• 0:04:37: Walker explains that squirrels are small clients that can wear you out with their service demands, but they often bring more squirrels. Elephants are big clients that take a lot of work to close and often come with scope creep, leading to reduced margins. Any client that makes up more than 25% of revenue is considered an elephant.
• 0:07:42: Walker explains that when faced with the possibility of losing an elephant client, most people will lower their prices to keep the client, leading to reduced margins and possibly losing the client anyway.
• 0:08:13: Walker explains that relying too heavily on elephant clients can lead to diminished service and losing clients, leaving you with nothing if you haven't had time to prospect.
• 0:08:54: Walker introduces deer as the sweet spot for sales, and encourages listeners to focus their marketing, service, and prospecting efforts on their deer clients.
• 0:09:25: Walker advises listeners to define their sweet spot by revenue generated or profitability and be able to describe their ideal clients to others.
• 0:10:21: Walker emphasizes the importance of being intentional about who you're calling on and working on the deer clients, while recognizing and diluting elephant clients that make up more than 25% of revenue.
• 0:11:22: Walker advises the guest on focusing on specific products that have a short sales cycle and can bring in cash quickly to build up the business, while continuing to work on the longer-term projects.
• 0:13:16: Walker encourages listeners to think about their situation and where they want to spend most of their time, focusing on the deer clients and the products that can bring in cash quickly.
• 0:13:43: Walker offers to help listeners with their sales strategy. Contact him at [email protected].
• 0:13:50: Walker encourages listeners to write a quick review of the show and subscribe, and offers a free mini-course on seven expensive sales mistakes at 7SalesMistakes.com.

Quotable Phrases

• "Sales is the most lucrative skill in the world, period."
• "Most sales advice out there today is outdated, cheesy and can even keep you from getting the deals that can make all the difference in your career."
• "If you're the right person, you've got enough drive and commitment, and you're willing to suffer a little bit, that's a great way to go for some people."
• "Think about your prospects, people you're calling on who've not yet given you money, and your existing customers, clients as squirrels, deer, elephants."
• "There's nothing wrong with any of them."
• "Elephants are anything that's more than, say, 25% of your revenue. If any one client is more than 25% of your revenue, consider them to be an elephant."
• "When faced with the possibility of losing an elephant client, most people will lower their prices to keep the client, leading to reduced margins and possibly losing the client anyway."
• "Relying too heavily on elephant clients can lead to diminished service and losing clients, leaving you with nothing if you haven't had time to prospect."
• "Focus your marketing efforts, service efforts, and prospecting efforts on your deer. That's where I want you to spend your time right now."
• "Be intentional about who you're calling on. Work on the deer."
• "If somebody's 25% of your revenue base right now, here's what you can do to save yourself. Dilute it. Go bring on more clients. Do what you have to do so that no one entity has this power over you that if they leave, you're screwed."
• "Where do you want to spend most of your time? Who are the deer and what are the products that you can sell those people that you can turn into cash the quickest and continue to move and grow your business?"

Conclusion

In this episode, Walker offers a valuable analogy to help salespeople and entrepreneurs identify their ideal clients. By thinking of prospects as squirrels, deer, and elephants, businesses can focus on the most profitable opportunities and avoid wasting time on less lucrative prospects. Walker’s client’s experience with managing a diverse range of products and clients serves as a cautionary tale for relying too heavily on elephant clients. Walker provides practical advice on defining your sweet spot, being intentional about who you're calling on, and focusing on the deer clients and products that can bring in cash quickly. This episode is a must-listen for anyone looking to improve their sales skills and grow their business. Contact Walker at [email protected] for personalized sales strategy advice, and visit sevensalestakes.com for a free mini-course on avoiding expensive sales mistakes.

Where to find Walker:

• LinkedIn: https://www.linkedin.com/in/walkermckay/
• Twitter: https://twitter.com/walkermckay
• Instagram: https://www.instagram.com/nobssalesschool/
• Free Training Course: http://www.7salesmistakes.com/
• Website: https://www.walkermckay.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

Introduction

Walker McKay is a successful entrepreneur and sales expert. He is the host of the No BS Sales School podcast, which is dedicated to helping entrepreneurs and salespeople master the skill of selling without the BS.

Overview

In this episode, Walker discusses the changing sales environment and the importance of adapting to these changes. He shares a story about a marketing and advertising firm that is struggling to find new clients outside of the tech sector, and how they are spending a significant amount of money on pitches and proposals that are not yielding results. Walker emphasizes the need to relearn how to disqualify people and focus on those who are ready to do business. He also breaks down the five levels of motivation for somebody to buy from you and how to use them to your advantage.

Timestamped Chapter Summary

• Introduction: Walker introduces the NOVs Sales School podcast and discusses the outdated and cheesy sales advice that is prevalent today. [0:00:05]
• The changing sales environment: Walker talks about the shift in the sales environment and how more people are calling him to say that things are changing. He shares a story about a marketing and advertising firm that is struggling to find new clients outside of the tech sector. [0:00:47]
• The cost of pitches and proposals: Walker discusses how the marketing and advertising firm is spending between $8,000 and $10,000 per pitch or proposal, and how this is affecting their bottom line. [0:02:21]
• The importance of disqualifying people: Walker emphasizes the need to relearn how to disqualify people who are not ready to do business, and to focus on those who are. [0:04:16]
• The things you need to know about somebody: Walker discusses the need to disqualify people who are not qualified to receive a proposal from you. He emphasizes the importance of understanding what motivates people to buy and the five levels of motivation for somebody to buy from you. [0:04:52]
• Look for motivation: Walker discusses the importance of looking for motivation and what motivates people to buy. He talks about the five levels of motivation and how to identify them. [0:05:26]
• The five levels of motivation: Walker breaks down the five levels of motivation for somebody to buy from you, starting with interest, arousal, curiosity, future pleasure, current pleasure, fear of future pain, and pain right now. He explains how to identify each level of motivation and how to use them to your advantage. [0:06:26]
• Pain right now: Walker emphasizes the highest form of motivation is pain right now. He discusses the importance of understanding what is going on right now and how to fix it. [0:08:40]
• Personal impacts: Walker talks about the problem, consequences, and personal impacts of pain. He emphasizes the importance of understanding the personal impacts of pain to the person you're talking to. [0:09:13]
• The higher the pain, the easier the sale: Walker discusses how the higher the pain, the more likely somebody will figure out a way to make it work. He talks about how to identify pain and the importance of finding it. [0:09:41]
• Don't waste somebody else's time: Walker emphasizes the importance of not wasting somebody else's time if they don't have true pain. He discusses how to gently end the conversation and how to be skeptical that they're actually going to make a change. [0:10:28]
• The low-cost business model: Walker discusses how if your business model is low cost, you could have all the business you want, but you'll probably be replaced by AI at some time in the near future. [0:11:21]
• End the conversation gently: Walker talks about how to end the conversation gently if your prospects don't have true pain. He emphasizes the importance of being skeptical and asking questions to find the pain. [0:11:51]
• Conclusion: Walker concludes the episode by encouraging listeners to be ready for the shift in the sales environment and to continue to be skeptical that they're actually going to make a change. He also offers a free mini-course on seven expensive sales mistakes. [0:12:59]

Quotable Phrases

• "Sales is the most lucrative skill in the world, period." [0:00:05]
• "We need to be relearning how to disqualify people." [0:04:16]
• "The highest form of motivation is pain right now." [0:08:40]
• "Most people don't walk around with a sign that says I'm in pain on their forehead." [0:10:04]
• "Your skepticism is your power." [0:11:51]

Conclusion

In this episode of the No BS Sales School podcast, Walker McKay discusses the changing sales environment and the importance of adapting to these changes. He emphasizes the need to relearn how to disqualify people and focus on those who are ready to do business. Walker also breaks down the five levels of motivation for somebody to buy from you and how to use them to your advantage. He talks about the importance of finding pain, not wasting somebody else's time, and being skeptical. Tune in to future episodes for more sales tips and advice.

Where to find Walker:

• LinkedIn: https://www.linkedin.com/in/walkermckay/
• Twitter: https://twitter.com/walkermckay
• Instagram: https://www.instagram.com/nobssalesschool/
• Free Training Course: http://www.7salesmistakes.com/
• Website: https://www.walkermckay.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

DON'T BE CONFINED BY YOUR THOUGHTS

Sometimes we get so scared about competitors or unseen circumstances that we just impair ourselves from ever growing. Walker takes us through the different ways we make ourselves our own worst enemy and how we should address these.
 

Today's episode of No BS Sales School reminds us that we need to be mindful of our thoughts and remind ourselves about our own BS self-talk as well. We should trust our knowledge and abilities especially when we're confident that we can do so much more!
 

NON-BS WORDS TO THE WISE
WALKER: NOTICE YOUR SELF-TALK

“What are you telling yourself that's normal? What's the world you're describing to yourself? Chances are you're making it much smaller than it really is. And I think everybody can benefit from noticing your self-talk. What are you telling yourself? And then challenge it." 

 

WALKER: ADAPT BECAUSE THE WORLD CONSTANTLY CHANGES

“Is AI going to take over? I don't know. But I want to learn how to use it for my benefit, just like other tools that come out. I need to be on top of that kind of stuff, always learning, because the world is changing. I need to be a part of that.”

 

Where to find Walker:

• LinkedIn: https://www.linkedin.com/in/walkermckay/
• Twitter: https://twitter.com/walkermckay
• Instagram: https://www.instagram.com/nobssalesschool/
• Free Training Course: http://www.7salesmistakes.com/
• Website: https://www.walkermckay.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

ALL AI DOES IS ANSWER QUESTIONS

A lot of people are so scared that AI is out on the hunt for their jobs. Sellers in particular have the fear that AI will totally replace them, but Walker is here to enlighten us all if you should really fear AI. He explains that if you are in a consultative sales job, the chances of being replaced with AI is very unlikely. 

In this episode, Walker delivers 5 reasons why AI is not coming for your consultative sales job anytime soon and gives us a clarification of what AI is really capable of. Learn more in this latest episode of No BS Sales School.

NON-BS WORDS TO THE WISE
WALKER: AI CAN’T BUILD RELATIONSHIPS

“You can't build a damn relationship with artificial intelligence. They don't know who you are. You've got relationships built on empathy is based on trust and understanding.”

WALKER: YOU CAN NOT PROGRAM EMPATHY

“you cannot program empathy that anybody is going to buy into, you're not going to be able to understand AI and not be able to understand the client's situation and be able to offer any kind of emotional support, which I know sounds ridiculous. But with your deeper long-term clients, you get to know those people they trust you.”

Where to find Walker:

• LinkedIn: https://www.linkedin.com/in/walkermckay/
• Twitter: https://twitter.com/walkermckay
• Instagram: https://www.instagram.com/nobssalesschool/
• Free Training Course: http://www.7salesmistakes.com/
• Website: https://www.walkermckay.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

COMMITMENT IS SOMETHING YOU CAN NEVER BS

Sometimes we need to reflect on ourselves and really see if we're actually committed to our own decisions. In this episode, Walker takes us through his experience in understanding commitment within oneself.

 

He lays down five keys to recognize and remember what commitment looks like. Whether it be for work or life, being committed can make a huge difference.  Learn and enjoy this episode of No BS Sales School.

 

NON-BS WORDS TO THE WISE
WALKER: THINK IN THE LONG-TERM

“That's what keeps me going is this idea of building something that can be legacy. That can make a difference in other people's lives, can help course-correct people to make a huge difference in their lives. And at that same time, do that for me.”

 

WALKER: THE WORLD CAN CHANGE OVERNIGHT 

“The world changes all the time. You may have an idea and a plan to move forward doing certain things and here's how it's going to work and here's what you're going to do every day. But I want you to recognize is you're going to have to adapt.”

 

Where to find Walker:

• LinkedIn: https://www.linkedin.com/in/walkermckay/
• Twitter: https://twitter.com/walkermckay
• Instagram: https://www.instagram.com/nobssalesschool/
• Free Training Course: http://www.7salesmistakes.com/
• Website:  https://www.walkermckay.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

CONFIDENCE GIVES YOU TIME TO DECIDE THE RIGHT MOVE

Think of ego simply as pride and confidence as humility. In this episode, Walker walks us through five ways that ego can get in our way and prevent us from having exceptional performance in sales.

 

He talks about why ego makes us blind to our own flaws, validates our excuses, and keeps us from connecting meaningfully with other people. Distinguish ego from confidence and tune in to this latest episode of No BS Sales School.

 

NON-BS WORDS TO THE WISE
WALKER: EGO MAKES YOU COMPLACENT

“It makes you want to not reach anymore because reaching is scary. Reaching means you could fail. If you set higher goals, you could fail. Your ego doesn't want to fail because failure = bad. Confidence says I'm going to fail. I'm going to fail often and a lot but I'm going to learn from it.”

 

WALKER: DON'T BE THE ONE-UPPER

“It stops you from making a true connection with other people. Why? Because the world's always about you. Your strong ego says I need to explain to other people how important I am. I need to tell them how good I am, how good my product is, why I've been doing this, and they need to understand. That is boring.”

 

Where to find Walker:

• LinkedIn: https://www.linkedin.com/in/walkermckay/
• Twitter: https://twitter.com/walkermckay
• Instagram: https://www.instagram.com/nobssalesschool/
• Free Training Course: http://www.7salesmistakes.com/
• Website: https://www.walkermckay.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

DO NOT GIVE TOO MUCH INFORMATION AWAY

There are things that we should not give up until we know what's actually going to happen next. In this episode, Walker discusses 5 questions that salespeople should have answered before sending information away whether through a proposal or in an actual call.

 

He walks us through why you shouldn't give your information away until you know you've got a decent chance at getting the business. Know when and how to ask yourself these questions effectively in this latest episode of No BS Sales School.

 

NON-BS WORDS TO THE WISE
WALKER: IF THAT'S ALL THEY NEED, THAT'S ALL YOU SHOULD GIVE

“Don't give people more information than they need to make a decision. All you'll do is cause problems for yourself and probably confuse your prospects. You just need to know what they need to know to make a decision.”
 

WALKER: WHEN THEY HAVE TO BUY LOW, THEY'RE PUTTING NO VALUE ON YOU

“Picking the middle quote which is what most people do is often not the right way to pick somebody. Most people, when they're picking somebody to work with, they'll look at three prices. Some of them have to pick the lowest because of their position or the way their brain works. You don't want to be that person, you don't want to be picked because you're low.”

 

Where to find Walker:

• LinkedIn: https://www.linkedin.com/in/walkermckay/
• Twitter: https://twitter.com/walkermckay
• Instagram: https://www.instagram.com/nobssalesschool/
• Free Training Course: http://www.7salesmistakes.com/
• Website: https://www.walkermckay.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

SHOW SUMMARY

 

WE’RE ALWAYS LIVING ABOVE OUR MEANS. CHANGE THAT.

 

In this episode, Walker is joined by Mattew DeHart, Owner of Highline Financial Coaching. He shares his journey as a financial coach and working with entrepreneurs and those just starting out in their business journey.

 

Matthew shares his insights on stepping up and setting goals so that one can actually achieve what they want in terms of their business or investments. He highlights that the first million really is the hardest but after that, you're going to have a lot of meaningful learnings and experiences to keep going. Tune in to this latest episode of No BS Sales School.

 

NON-BS WORDS TO THE WISE
MATT: GETTING THE FIRST PROPERTY IS THE HARDEST ONE

“One of the things I like doing with people is setting those goals upfront. Because you and I both know that when you're creating a business, you've got to have at least some direction. If you say you want 6 investment properties in the next 10 years, you've got to at least write it down and start working backward on how you can get there.”

 

MATT: WHAT TO BE WARY ABOUT IN YOUR FINANCIAL JOURNEY

“A lot of times we do things out of urgency. Sometimes urgency is the best way to do something but also sometimes it really hurts you. Also, prepare yourself when times are good. That's the best advice I can give. Be careful when you're in one of those valleys. When you're in a valley, you're more reactive than you are proactive.”

 

Where to find Matthew:

• LinkedIn: https://www.linkedin.com/in/matthewdehart/
• Email: [email protected]

 

Where to find Walker:

• LinkedIn: https://www.linkedin.com/in/walkermckay/
• Twitter: https://twitter.com/walkermckay
• Instagram: https://www.instagram.com/nobssalesschool/
• Free Training Course: http://www.7salesmistakes.com/
• Website: https://www.walkermckay.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.

STOP BEATING AROUND THE BUSH AND GET THIS OVER WITH

In this episode, Walker talks about the 5 common mistakes that salespeople make in their sales calls, which are focusing on price, putting up with bad behavior, dealing with ridiculous requests, not asking the hard questions right away, and not agreeing with the prospect whether a decision is going to be made. 

Walker discusses each mistake in detail and how avoiding these mistakes can help you dodge rude clients, wasting resources, and wasting time. Learn which mistake you may be making and how to avoid them in this latest episode of No BS Sales School.

 

NON-BS WORDS TO THE WISE
WALKER: WATCH OUT FOR RED FLAGS

“Remember, we have equal business stature with our prospects. If somebody's treating you this way at the beginning of your sales process, guess how they're going to treat you when they're a client of yours? These are red flags, it is not worth it, it is not worth the repetition, especially when they're giving you these red flags at the very beginning.”

WALKER: ASK THE HARD QUESTIONS RIGHT ON

“If something's gonna come up, bring it up at the beginning, because if it's not going to work, how much time do you want to waste there? A lot of prospects too will admire your boldness for bringing up the problem. One of the things I preach over and over and over again is nobody can tell that you're better till they see that you're different, and one of the ways you can be different is being completely transparent, telling the truth all the time, and being willing to challenge, being willing to say no.”

 

Where to find Walker:

• LinkedIn: https://www.linkedin.com/in/walkermckay/
• Twitter: https://twitter.com/walkermckay
• Instagram: https://www.instagram.com/nobssalesschool/
• Free Training Course: http://www.7salesmistakes.com/
• Website: https://www.walkermckay.com/

Hosted by Simplecast, an AdsWizz company. See pcm.adswizz.com for information about our collection and use of personal data for advertising.