March is really flying by hard, hey? It really is. We march on. We march on. I didn't think I'd make it to the 6th of March, but I'm here. I'm alive. And I've got something for you. Epictetus. Easy for me to say. In public, avoid talking often and excessively about your accomplishments and dangers. For how much you enjoy recounting your dangers, it's not so pleasant for others to hear about your affairs.

And they don't mean affairs in the relationship world. mean affairs in terms of four non-blondes what's going on. so there's loads of ways that you could, you could take this, but I think the first thing is don't believe your own hype. Yeah. Yeah. Yeah, exactly. We've talked about this before, where you do the audit on the good deals, the deals that have done well when you do the audit on them and you find out why did you decide to work with us? It's very rare I'm sorry to destroy people's egos, it's very rare that someone is going to say the salesperson was just unbelievable. You're amazing. Really. They probably picked it because there was a need there. They've done a little bit of the look in themselves and you help facilitate conversation, but often you're the least important part. You know, it's funny. I know someone who's had a lot of success in business, but it feels like the more success they get, the more signaling goes on.

So the more signaling goes on for sharing, not just like the, I'm fulfilled and happy, the sharing of the material, the sharing of a picture of the steering wheel or the keys or the house or the holiday. There's a lot of sharing and signaling going on. But I know there's people like, you know, we've spoke to Derek Sivers before, or if you've listened to Naval, Ravican or people like that, that seems to have crossed the other side of that. They're actually starting to not do any of that. There's no bragging, but there's also no signaling of look how humble I am either, which is another game that people.

We talk about the humble awards, don't we? Yeah. And influencers that say I'm so humble, I'm so hardworking, like it's like you would. I couldn't possibly take this award at the humble award. So Gary Vee, he's got, he's got, I'm sure he's a wonderful man, but he's got a thing as anywhere he has to tell people how humble he is. But it's a weird thing that because if you have to tell someone how humble you are and you say it as like, honestly, I'm so unbelievably humble. It's well, you've sort of missed the of what you're actually trying to say. Yeah, it's you can't tell someone you're a good listener. Sharp and listen. And so it's it's a really interesting one because the ego is so dangerous. And if you if you're there and you're flaunting.

And how amazing you're doing, how successful you are, how great the month's been. mean, what goes up must come down. Like at some point in life, like we all go through, roller coasters. We all go through rocky bits where things might not go as expected. And people probably want you to achieve when you're maybe the underdog. And then when you're at the top, people want to see you fail. And when you fail, they'll, they'll be happy to kind of see you come crushing down.

Um, I want to talk a little bit about emotion and I don't mean the song. mean, what we both got. Sweetie. That one. No, it's a different one, but I'll sing it off there. There's this thing about, I think it's called a pathos triangle. So it's about like when people want to buy from us is the emotional there. So we're trying to get that emotional part of the brain ticked off. But then when they got away and they purchased it.

does the logic kick in and kind of say, actually you made the right decision. Cause when logic doesn't kick in, that's typically when you hear buyers remorse and then it's the credibility. they're looking for emotionally, I mean, enough pain to solve this problem. I'm going to make a decision logically. It all makes sense from a rationale standpoint and then credibility wise. Well, they've got, they've worked with people in my industry. They've got all the case studies. What a lot of people try to do is they try to go in first and tick that credible box.

ramming case studies down their throat before they're even emotionally involved. So talk to me about why emotion is so important in the buying process. Because buying happens emotionally and then is reinforced logically. Okay, so any buying decision, matter how big or small, will have some sort of emotional bedrock to it. Okay, so that's why it feels trite now at this point, isn't it?

But people come to you because they want to solve a problem. But why do they want to solve a problem? Because they're in pain and pain is linked to an emotion. Yeah. Isn't it? But what's interesting is as you explore this, there's also hidden objections that come up. One of the most interesting hidden objections is human beings have adapted to not change. They just learn to deal with the problem. And you as the salesperson need to be able to unpick that. And there might be more emotion in there as well. Look, this is going to be a really painful exercise, you know, get that we're trying to solve this problem, but bringing in a new system to your team, getting them on board, the train, why not just stay as you are? Well, we can't stay as well because the business is failing. We're falling behind. There's a lot of emotion in asking that question where it goes wrong is people saying, I'm looking for a system with an API backend link and

I want it to be able to speak to our PHP server. And it gets very technical and people go, great. Yeah. Well, we've got that because we've got this new ISO accreditation that there's no emotion there. You're having a very nice system based conversation. And what you're left with is probably very, very long deal cycles. as soon as there's an emotion added in there, that's when action follows. Yeah. People learn to live with pain, don't they? They do. So the question that you've got to ask is, have you had enough pain?

I always think like sales is like there are many different problems you solve, but I always think of like some of the best selling probably happens with gym memberships and like personal trainers and the fitness world, because that's like a great example of have you had enough pain in terms of why, how long have you been feeling like this? Typically if you're unfit, will stem back to some kind of like sadness or like a psychological feeling. So

It's all about whether the pain is strong enough to warrant the change. Exactly. Exactly. I've been Jack Frimston. I've been Zach Thompson. Remember you will die for goodness sake.