In this inspiring episode, Joseph Rockey, Founder of Elite Business Conversations, shares how sales, when done correctly, are the most powerful force to bringing health, healing, and reconciliation to the world.
You will discover:
– What the 1960s sales method is and how to rid your company of it
– What sales should really look and feel like
– Why you may not need or even want to know the demographics of your clients
Episode Transcript
Scott Ritzheimer
Hello Hello and welcome welcome once again to the secrets of the high demand coach and I am here with yet another high demand coach. It is the one the only Joe Rockey. Joe is a serial business creator, a world class consultant, and an international best selling author. And he hosts a TV show that airs in 55 million households, elite business conversations Joe’s consulting firm specializes in honoring the sacrifices of business owners and his international best selling book casinos sales master the proven system to beat the odds in sales and life. And the accompanying coaching course teach businesses worldwide to sell correctly. By bringing relationships as an integral portion of the sales system, Joe’s clients cut through the omnipresent residue of the 1960 Sell method. And he is here with us today. Joe, welcome to the show. I want to kick us off, you’ve got to, you’ve got a pretty big statement that I want to unpack here for our readers. And that is you say that sales will heal the world. Explain that for us unpack it a little bit.
Joe Rockey
Yeah, it’s absolutely true. So when sales are done correctly, and by correctly, I don’t mean the way that I don’t know, 90% of the population view sales, which is the 1960s method, which is I come on your car lot, I’m going to get you to buy the car, I want you to do whether you want that or not because I want that commission. So most people view salespeople, they’re not wrong, it’s how most people sell. But when you look at sales, when they’re done correctly, what you’re ultimately going to end up doing is building a connection with someone. And rather than using your prospect or your client, you’re going to be giving them something and they are obviously be giving you something in return, typically money, but you’re going to be giving them an equal transaction and the world. It’s a transaction, it’s not a zero sum game, it’s this transaction as a win win scenario. Because not only am I giving you something that when you do the process correctly, you know is going to fit their benefit needs, but it’s actually going to fit the needs and desires of their soul and what they’re trying to accomplish, and getting that deep out innards of them. And when you can connect with someone like that, all of these barriers, that politicians especially now that we’re in election year, keep spouting out that the virus, ageism, racism, xenophobia, I’m forgetting about the whole list. But you know what, when you hear it, it all goes away in capitalist is it doesn’t matter who you are, I want to help you and you’re going to help me. And that is the essence because I want to have an actual connection with you. I don’t care the letter next to your name, I don’t care who you voted for where you live, what your accent is, can we look or tastes like none of that matters. What matters is I have something that I want to help you with, I know it will help you. And likewise, the return of the payment is going to help so I can go help the next guy and the next girl and the next company, the next industry and all that great stuff. And that is why sales will heal the world in a very broad format.
Scott Ritzheimer
Yeah. So you’ve kind of you mentioned this in your intro, you brought it up here. But compare and contrast for me was the first define the 1960s. So this method, and and why that’s not what you’re talking about here.
Joe Rockey
Yes. So I will describe the feeling that everyone has received from being in it. And you’ll be able to connect the dots I know everyone knows I’m talking about if you come out of a situation and you feel it, like, Oh, I didn’t like that. I didn’t like doing that to the other person. I didn’t like receiving that. That’s essentially it. Because well, the magazine said to the salesman at the end of the day is identify a target demographic, grab it, attack, pull it in, and then force your will upon. That’s basically what it is. In a nutshell. By the way, there’s a management version of this as well, which we also teach against, but sticking in the sales lane. That’s what it is. It is using someone or forcing someone to get your benefit out. And as people, that’s one of the most repulsive forms of interaction you’re going to have with someone else. So that’s why we’re so much against it because it’s naturally raw.
Scott Ritzheimer
Yeah. Now we’re 60 years on from the 1960s. This recording, why do you think it’s still so prevalent?
Joe Rockey
Well, a lot of reasons. First and foremost, because most people don’t question anything. I mean, or maybe they never have. It’s this is the way it always was. So we’re doing it this way. We can see this in what were employees of other places. Like why are we still doing this business the way it’s always done, because the only other problem it kind of works and people are conditioned to have it work. So therefore, we’re going to keep doing it because it’s not the greatest way but I pay salespeople so much commission they can get up backbone to take a shower and get that IQ off. It’s not a problem, either getting paid enough to get over it. That is the essence of why it still exists. The two reasons people are not exposed to a better way of doing it. And the other part is, there are some results to come from Apple, you shouldn’t do it. But there are results.
Scott Ritzheimer
So one of the places I feel like we see this tension the most right is actually in the healthcare industry where they’re doing the physical work of healing, right? Because there’s this, you know, I can tell you anything’s wrong. And you kind of have to believe me because I’m the doctor right? So there’s, there’s a bit of agency in it. And so you have kind of two equal but maybe opposite extremes, which is the the almost starving artists version of the Doctor of like, I just do whatever, you know, whatever they ask for. I don’t want to be pushy. I don’t want to be seen as salesy, or you have the like, tycoon doctor who has the system and plugs everybody through it. And it’s like, you know, we don’t know if it’s right for everybody, but it works enough that we feel fine with it. How would you help someone in a profession like that, who, who again, doesn’t want to be salesy, but does want to grow their practice and help more people?
Joe Rockey
Yeah, so the first part is, is you don’t need to be salesy at all a, and doctors actually have the benefit, if they choose to use it, your your tycoon version is not, which is we’re going to have conversations about what’s real and meaningful. To kind of bridge the gap between your last question and this one, if I can take a second to do that. All the buyers got used to they’re going to just use me. So I want to figure out how to avoid that. So this is why your entire life. You were taught when you were growing up, you’re not supposed to lie to adults, you’re always supposed to tell the truth, with one glaring exception. Mommy always lies to salespeople. Why are you here on this car lot, I’m not looking to buy. Oh, so you just like walking around asphalt parking lots and August, like that’s your jam. Like, for real. But we all know we’re supposed to lie to salespeople. This was the defense consumers made to avoid having to deal with being used. So what happened some point the internet and catalogs took off, so that it all became a features and benefits, zero emotion involved in those but at least it’s neutral. So I’m not getting used, I gotta get an idea of what I’m getting. And people think that that’s the direction sales should be going. It’s absolutely not, it’s better than the 60s. But it’s not what the real connection is. And this is what your doctors can do to have the connection is get into the essence of their ocean of emotion, what is actually going on in this person. Because there are some people out there that hear the word opioid. And they’re like, Yay, that’ll be awesome. And then there’s another group of people who absolutely don’t want to do it. And they will refuse kick in now and never do it. So you got to get into why they feel the way they is and what it is that they want to accomplish. Because let’s face it, if you have a knee replacement, and you’re 68 years old, there’s a different set of requests than if you’re 15. And you think you’re gonna make LSU, it’s starting wide receiver, there’s a very different needs there. So it goes beyond having a conversation of just this is the type of product we’re going to use to solve the solution. But actually getting into the essence of why do you feel this way? What is it that you want to truly accomplish, and get to know your client, your prospect on a personal level, rather than just another, I could plug them into my tycoon system, America, these three prescriptions, I will get paid this month from buys. Okay? That that’s a business model. That’s a very 1960s business model, because it doesn’t care about your clients, getting to know that relationship is all about power. And as you mentioned, the people who have these more powerful agency starting spots, doctors, financials, advisors, attorneys, you’re in a spot where it’s even easier to dive into those emotions. And that is where the true essence of sales is. It’s it’s the why sales will heal the world. I get to know what’s going on with you, and I get to care about you. And then I get to give you the perfect solution. Right. It’s my perfect solution always got to work. Now we make mistake for people by what it is is this connection. I know this is you. I know you more than by frankly any other doctor will know you know, that’s how this works. And then that’s not a salesy situation. Yeah, you’re gonna give it to a product and you paid for it. But it’s, I just build a relationship with you. I want to be able to make sure that you’re happy with it and I take care of so that is, again, the third tier of evolution of sales, but it’s how it should be done in a very condensed version of cutting down a 20 hour sales course in one conversations, Rob, but that that will be a very condensed version of it.
Scott Ritzheimer
And You’re right, like the people, I hope because I’ve experienced this, but I hope that most people have at least had this at some point, right? While the 60s method might be more common still, unfortunately, I There have been calls this like I didn’t even know I was in a sales conversation, you know, and I got what I needed. And it worked out really, really well. I, as I’m listening to you, I’m hearing some people, they’re sitting there thinking, well, like, what’s the like, we sell culverts to government agencies, you know, like, what’s the where’s the emotional connection in that? Or would you say to someone who’s in a, a less emotional environment? Who’s trying to achieve what you’re talking about here?
Joe Rockey
Sure. So I would have brought it to all b2b transactions, because in general, they don’t really feel sexy, because the procurement officer on the other side, normally isn’t the one who even uses our stop that but they are the one who is responsible for acquiring it. So how do we actually get you there? And this is, like I said, it’s all about the relationships, we find out what is the relationship of driving that procurement officer knows a lot of places where it’s ever omitted or not a key buy from the exact same person over and over again, whether it’s the best material for their company or not? Well, let’s kind of dive into why. Let’s get in some conversations. Typically, you find a couple, very similar stories, maybe set different ways. Either A, they already have a relationship with this person, and they don’t want to risk messing up their own internal system. Because this is all going to come back to the personal reputation of the procurement officer. It’s as simple as I don’t want to get yelled at. So I’m doing the same old, same old, that’s as natural as people walk, well, you got to figure out how to break through that. Then there’s the, well, my boss likes this person, so I’m stuck with them. And I don’t again, I don’t want to lose my ability to get promoted. Yeah, and this is all diving into that and go, Well, how can we better you, as an individual, stop looking this as the iron that I’m selling to the coal company, or to the steel company, but it’s rather you as the individual procurement officer? How can I make your life better find out what is going on with them as an individual, not as the US Steel conglomerate, but as the individual and say, Hey, let’s actually get there. Because promotions are fun, and sexy, and they’re personal. The iron ore isn’t, it’s just dirty and stuff in the ground. But at the end of the day, this is true for every single business, a business transaction, now great, the parameters might be a little bit different. And they might have bureaucracies in place to make it not look like this has happened. But you have to go get up to three quotes before you select someone. But at the end of the day, this tends to be the results of business human nature. I don’t have to spend time thinking about this supplier, and go do something else. Even if my job description is 40 hours a week of just figuring out the procure, I don’t know what I’m going to do, I gotta mentally check out. A lot of people in this country, they just want to mentally check out because we don’t normally get a chance to. So being able to break through that actually make a connection without procurement officer was a very long example. But that’s how it is to answer your question. Even if you’re not selling something that sets you
Scott Ritzheimer
Yeah as so true. It’s so true. And it is so easy to forget, in both situations that were selling to a person, right, we might be selling to a procurement officer or to a client. Both of those words while they’re accurate, they deep personify the human on the other side of of the equation. And I think it’s just a great reminder and a great approach, right, and just how we can do it across both both b2b and b2c environments. So there’s this question, Joe, that I like to ask all my guests, and it is this, what is the biggest secret you wish just wasn’t a secret at all? What’s that one thing that you wish everybody watching or listening today knew?
Joe Rockey
Well, the first thing is, is that every single person can sell and you can do it right. And I’m actually going to hit off some of the last statement you said there because you kind of nailed the starting point of how it is. We we put people in the groups, demographic groups so that we can do marketing campaigns because it’s easier to do an email list or whatever. But a deep personalize is everyone. And if you truly have a product that solves a problem, it shouldn’t matter what the other person’s age group, income level, educational level is, etc. None of that crap matters. You look at the list of my clients and what they have in common because we did this exercise one day speak English, and they want their company to live after that. That’s a pretty broad spectrum, industry wise all over the board age wise income was over. But that’s a commonality. But he will tell a marketing person, hey, I want you to do an email list with people that want to have their business left and to speak English. I’ll look at you like you’re crazy. You guys, the way that this is all starts from the way that you identify your prospect in the first place? Do I want to do a mass canvass? Or do I want to get more zoned in and specific? Now? Great? That’s a good question. The problem is, is that everyone does it through the demographic ways. Because it’s easier to do that, it’s always been easier to do that, rather than just saying, Hey, we’re different. We actually care about you and get to know you. I can’t do that across a mass email campaign or rasa, a jpg in a Facebook ad, or anything of that nature. But what I can do is tell you, we’re here, we stand out, we’re a little bit different, we do things differently. And let’s just have a chat to see if we’re a good fit. So when you look at that, and say, wow, it’s completely different. Your mindset as a company and a marketing and a sales force completely changes, we’re no longer looking for our herd a will to beast to see if we can snag one of the slower ones to make our clients. Now it’s where the place you should come to, when you want to be saved. Effectively, instead of being the lie, we’re the watering hole in the center. And when you do sales correctly, that’s what you become. And that’s what you are a place where people want to be placed where they get the answers that they want, and they grow themselves successfully. And each and every person on this planet has the ability because you’re born with sure some of those skill sets get brushed aside through the way we do education in the Western world. But we can teach you and how to have you do them successfully. And there is no better pathway anywhere within the world of capitalism, where you can create your own freedom, both in terms of time and economic dollars and cents. Well, then the sales industry is the sales industry is needed by every other industry. So yeah, that was a very long answer. But that’s why sales will the world and that’s why I believe so firmly in it. We’re going to make a better place by changing instead of the herd mentality, rabid want to help people get it. Actually giving, giving caring at the end of the day, is what you’re giving your solution.
Scott Ritzheimer
Yeah. Well, Joe, I know you’ve won some hearts and minds with what you shared today. And I know that it’s resonating with some of our audience, how can they reach out to you? How can they find out more about the work that you guys do?
Joe Rockey
So if you’re looking to grow in your own personal sales, life sales, career casino sales masters, both the book and the coaching course, you can find us right there, we’ll be able to teach you there. And if you’re a company that is looking to have the business, operate and run without you, that’s what we do at Elite Business conversations, my consultancy firm. So casino sales master and Elite Business Conversations. I’d be literally Google you’ll find us real quick.
Scott Ritzheimer
Fantastic. We’ll get the links to both those in the show notes. Joe, I appreciate you being on. I appreciate the work that you do the approach that you take. Thank you so much. And for those of you watching listening today, you know that your time and attention mean the world to us. I hope you got as much out of this conversation as I know I did and I cannot wait to see you next time. Take care.
Contact Joe Rockey
Joe Rockey Jr. is a serial business creator, world-class consultant, and international best-selling author, and he hosts a TV Show that airs in 55 million households. Elite Business Conversations, Joe’s consulting firm, specializes in honoring the sacrifices of business owners. His international best-selling book “Casino Sales Master: Proven System to Beat the Odds in Sales and Life” and accompanying coaching course teach businesses worldwide to sell correctly. By bringing relationships as an integral portion of the sales system, Joe’s clients’ cut through the omnipresent residue of the 1960’s Sales Method.
Want to learn more about Joseph Rockey’s work at Elite Business Conversations? Check out his website at https://elitebusinessconversations.com/ or get a copy of his book at https://casinosalesmaster.com
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