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Avoiding The Pitfalls Of Mediocrity In Sales With Tom Reber [Episode 137]

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When you reach a consistent high point in selling, what do you do?

Some salespeople keep going. Others decide to pull back when they feel satisfied with their work. However, when you’re striving for more, this approach can come with a very high cost. In this week’s episode, Doug C. Brown converses with Tom Reber, the founder of The Contractor Fight, about the cost of mediocrity and why “good enough” can hold salespeople back. They discuss the common pitfalls entrepreneurs often face when transcending average, how your “unseen hours” define your sales game, the benefits of planning time off, and much more.

Learn more about Chatterboss and schedule your free 30-minute consultation call HERE.

In this episode you will learn:

 

Episode’s guest – Tom Reber

CSS 137 | Sales Mediocrity

Born into a world of tradesmen in Wheaton, Illinois, Tom witnessed the relentless toil required in the construction industry. But he craved something more. Venturing into the Marines after high school, he sought adventure and a different path. Tom’s journey took an unexpected turn when he discovered his talent for selling. As he honed his skills, he realized that his true passion was helping other contractors and business owners excel in sales and achieve remarkable growth. Recognizing the need for a supportive community and transformative guidance, Tom founded The Contractor Fight. Through his immensely popular podcast, which has amassed millions of downloads, he shares invaluable sales strategies, business insights, and success stories.

Visit his website: www.thecontractorfight.com

Tom is offering CEO Sales Strategies listeners a #FW DAY to get your focus off of the unhealthy noise in the world and onto daily discipline. Learn more here: www.thecontractorfight.com/fwday

transcript

Avoiding The Pitfalls Of Mediocrity In Sales With Tom Reber

In this episode, I’m bringing you another amazing guest. His name is Mr. Tom Reber. Tom owns several companies. He was a performance coach and HGTV host. He’s the Founder of something called The Contractor Fight at TheContractorFight.com. Tom is an awesome guy. We’re going to talk in depth about mediocre sales. In other words, how do you not be in that mediocrity? Mediocrity is, in most times, self-created. We’re going to talk about how you show up and be the top 1% earner. Without further ado, let’s go talk to Tom.

Tom, welcome to the show. Thanks so much for being here.

Doug, thanks for having me. I’m looking forward to chatting with you.

I appreciate you. Why don’t you share with everybody what you do so we can set the frame for this conversation?

I’m an entrepreneur, author, speaker, all that good stuff, podcaster, and this and that. We help demolish entrepreneurial mediocrity. It is my life’s mission for my career. I have a few different companies and one of them is The Contractor Fight. We’ve built a worldwide community of home improvement contractors. We teach them how to run a better business, how to get their mindset right, how to sell, and not be a mediocre salesperson.

I have a book coming out in 2024 called Sell Unafraid that’s geared towards the small business owner in general. It’s going to help a lot of people. I’ve been doing that for several years. I had a minute as an HGTV host where I hosted a show called Unfinished Business that is still streaming out there on Discovery Plus. We get our hands in a few different things but overall, it’s about getting rid of mediocrity.

That’s a great subject to dive into. Let’s talk about what mediocrity is when it relates to selling, sales, or life in general.

Let’s talk about life in general. Every one of us is created to do something great, first and foremost. We all have our different bent towards something. To me, mediocrity is one of those things that you settle for average and what you get. You become a victim. You reach a point where the average is good enough. When I was about 52, one of my good friends and coaches challenged me. He’s like, “You’re not taking care of yourself the way you need to take care of yourself.” I was justifying. I was like, “I’m in pretty good shape for a 52-year-old.”

Being pretty good for fill-in-the-blank, I hit my sales numbers so I’m a pretty good salesperson or whatever it might be. What I learned to ask myself is, “Are the results that I’m getting in any area of my life, business, or finances the best I can do?” When you don’t wake up each day wanting to bring your very best to whatever it is that you’re doing, to me, that’s how mediocrity shows up. You start to settle and that goes against what I believe about we’re all destined and created to do something great.

CSS 137 | Sales Mediocrity
Sales Mediocrity: When you don’t wake up each day really wanting to bring your very best to whatever it is that you’re doing, that’s how mediocrity shows up and you start to settle.

I love the question, “Am I being the best I can be or do and knowing that truthfully?” To me, it’s part of the success process in life. We talk a lot about how to be in the top 1% earners and the first exercise we do out of the gate with them is what is the target, not subjective truthful. I find that it’s a great statement. I did the same thing in my 50s. It was like, “I gained a few extra pounds. It’s not that big of a deal. Hormones are changing. This is happening.” All of a sudden, I find myself about 22 pounds overweight down the line with a gallbladder operation, and this and that happening. When I reflect on it, it’s because of mediocrity.

I was always the guy who ran 5.5 miles a day. I was a kickboxer. I fought in the ring and all that good stuff. I used to think it got me girls but it never got me a girl. It got me six broken noses. But the mediocrity component seeps in. This is what I want to ask you, Tom. Mediocrity, I find will seep into somebody’s life, but what you’re talking about if I understand you correctly is not letting it take a foothold for very long in life and living into who we truly are. Is that right or did I get it wrong?

You’re spot on because I believe, fundamentally, how you do one thing is how you do everything. If you’re allowing mediocrity in your personal life, fitness, and relationships at home, you’re going to allow it in some way, shape, or form in your career and vice versa. What would it look like for me to be the type of person that doesn’t allow it? That’s my code of conduct if you want to call it that.

It’s about bringing the very best that you have to whatever you do. For fitness, for example, there are some people who might have a disability or some issue where they’re never going to look like a bodybuilder. You don’t have to be a bodybuilder. It means are you doing the best you have with what you have and controlling the things that you have control over? You have control over your attitude and actions.

I used to argue with the phrase, “How you do one thing is how you do everything.” I’m like, “I care more about this than I do that.” It’s a natural thing. I don’t know about you, but there’s a point a few years ago where I woke up in the middle of the night and I’m like, “I’m middle-aged. Am I more than half done?” It starts running through your mind. You start calculating how many days the average person lives. Let’s go from there. I’m 54 in 2023 so that’s around 19,000 and something days if you think about it. I’m like, “God, I wonder how many days I have left.” I want to make sure I’m spending my time, energy, and resources on things that matter and have an impact.

I don’t want to half-ass anything. I’d rather not do something than go at it in a half-hearted way. That’s why the thing that I talk about when I do workshops and keynotes for organizations and stuff is success is an inside-out game, meaning if you picture dropping a rock into some water into a lake, where the rock hits, we call that a strong you. Take care of yourself, your health, and your mindset, get sleep, eat right, and those types of things.

The next ripple out we call is strong home. From there, it’s a fat wallet. That’s our terminology. You want to have a fat wallet. You might be making some money but if you got that flipped in the business or your career as a center of everything you do, other things are going to suffer. I believe your company, sales results, and those types of things are only going to be as strong as you are and your home life. My wife is always saying success starts at home and I truly believe that.

That’s why we have a date 365 days a year, my wife and I. It could be a fifteen-minute walk, a glass of wine in the backyard, or a formal date out on the town but it’s one of those things that if I’m going to be married, I’m going to be all in and be married. If I’m going to be a salesperson, I’m going to be all in on my role as a salesperson. You carry you with you to the different roles of your life so make the choice to be the type of person that doesn’t allow that mediocrity to show up. When it does, recognize it. Have the self-awareness and then go, “What’s required of me at this moment to not be this way?”

Make the choice to be the type of person that doesn't allow mediocrity to show up. Click To Tweet

It’s a very simple question and straightforward. A couple of things I want to bring up on this because they’re important points. You have a date with your wife every day. I take care of myself. My wife and I go to the gym almost every day without fail. I’m not feeling well but we went to the gym. I figured, “If I’m going to throw up, I might as well throw up in the trash can.” That’s a terrible sight for all of you reading but the reality is I found that the relationships with ourselves and whoever we choose in life are the anchor that holds a lot of this together. Do you find the same or do you find that’s one facet versus the anchor hold of the foothold of the process?

You’re preaching to the choir on this one. I’ve found that when I put myself first in the sense of taking care of myself and my home life second in that order, everything else in life is more productive, efficient, and profitable. If you’re going to get up and go to work, who you are and what’s going on at home, that stuff comes with you no matter where you go.

You might be hitting your sales targets and things like that. You have a crappy marriage and you’re out of shape. It’s affecting you. Let’s be an elite salesperson and performer. If we’re going to do something, let’s do it to the highest of our ability. You can’t do that if you’re not taking care of the relationship stuff. First, the relationship with yourself and then with your significant others.

I’m selfishly asking this question because I remember when I went through a horrific divorce. My relationship wasn’t good. I stuck in and tried to do the right thing. It wasn’t going to work. I always made money during those periods and I did well. I was still in the top 2% earners in the world but I couldn’t break through the 1% for some reason.

The year I got divorced, it took about six months to get my brain settled down a little bit. I tripled my income that first year. It was eye-opening. I was like, “What happened? All of a sudden, I’ve had three times this much money coming through the door.” What I realized was my friends were coming to me and saying, “I like the new you.”

I’m like, “What are you talking about?” Because I didn’t get it. They coined my term. They call me Zen Doug because I was constantly under stress when the relationship was not right. Therefore, I was always altering myself to try to adjust to that. Quite frankly, I lived in fear. I still made money and was successful by most people’s terms and things like that but internally, I knew I wasn’t. I bring that up because I teach people how to be in the top 1% of earners through selling.

You can still make it there but you can’t stay there in perpetuity is what I’ve learned through that. Life is so much easier when you put things in the order of priority that you describe because we are showing up to every single thing. My question for you is do you think mediocrity is steeped in fear, the reason for mediocrity, or are there other reasons?

No one has ever asked me that question where it’s rooted in. Fear is part of it. Comparison is also part of it. When I was 52, I was in better shape than most 35-year-old men if we compare. I’m making X amount of year. The average in the company, my industry, the country, or whatever it is, is this level. I’m doing pretty good so we end up settling. It might be fear because sometimes, it’s the fear of what it’s going to take to get to the next level. When I decided to get my fitness in shape, I knew there was going to be a level of discipline that was required of me that was going to be inconvenient and uncomfortable.

Mediocrity is also rooted in that we have accepted the fact that success is inconvenient. The version of you being in shape and whatever your goals are there, that level of success doesn’t care that you’re sick or you didn’t sleep well last night. It takes what it takes to be successful. There’s some fear. Comparison is a big part of it. It’s our fear of being uncomfortable because you grow when there’s discomfort. That’s how your muscles grow. You stress the muscles out and then you feed it good stuff. You get to rest and then stress them out again. They break down and grow. Consistency is part of it.

Mediocrity is rooted in the fact that we have accepted that success is inconvenient. Click To Tweet

Mediocrity is also rooted in a lack of consistency. It’s all these things or a little bit of all of them. Maybe there’s a better way of framing it. Anybody could be a hero for a week on the job but can you do it for 1 year or 5 years? If you look at the sports world, the greats will win the championship and the next morning, they’re in the gym at 6:00 AM. That leads to another thing. If you want to annihilate the mediocrity in your life, it’s one thing to be consistent, disciplined, hungry, and all these things when you’re losing or on the bottom.

I’ve been bankrupt before so it’s easy when you have this big goal in your life of where you want to get to, be hungry, show up, grind, and face the adversity. That journey is easier than when you’re winning because when you’re winning, the question is how you show up after you win. Do you have a record sales month? What do you do on day one of the next month? Is the foot going to come off the gas a little like, “We brought in $500,000 more than we thought this month than our goal so I’m going to take 3 or 4 days off. That’s unplanned because I deserve it.”

“We followed our diet the whole week so I’m going to reward myself with a cheat day,” instead of showing up the next day and doing the thing that got you there to begin with. We have to be careful when we’re winning. Somebody reading this is most likely winning at a higher level than other people in their industry. If you want to take it to the next level and have an edge, pay attention to how you’re showing up when things are going well.

CSS 137 | Sales Mediocrity
Sales Mediocrity: If you really want to take it to the next level and have an edge, pay attention to how you’re showing up when things are going well.

That’s a good point. You have a new book coming out in 2024 called Sell Unafraid.

It’s a different type of book because it’s about unleashing sales success through personal discipline. Nobody has written a book like that. Most sales books are about the words we use like the scripts and this and that, which are all important. Those tactical things are important and there are some tactical things in the book. I have 5 or 6 chapters on what I call “Prepare”. Success is an inside-out game. It’s the mindset of elite performance. It’s the stories we feed ourselves. It’s about conquering the circumstances that we have. There are all different chapters and stories around that.

The next section of the book is all about how to connect better with people, how to make people feel important, and how to get to their motives. It’s what we call in our sales training. People buy for pain or pleasure. The more motive you can get and understand that motive, the more they feel cared for and heard. Trust goes up and the sale is easy at that point.

The next section of the book is all about the hunt. There’s one of my biggest pet peeves of salespeople in general. Technology, Google, ads, and all these different things are great. They have taken this posture of a baby bird in the nest waiting for the Google Gods to give them a lead. When I say hunting prospecting, I’m not only talking about cold calling. Nobody likes to cold call. It sucks but sometimes you got to do it.

The hunt is about this: will you get up every day and commit to carrying your water today? Will you do your part? Will you work on your database? You know this. You’ve been in the game a long time. How many millions of dollars are sitting in the average company’s database? We’re always looking for the next new lead because it’s sexy. We do this thing. We teach this thing to our members in 10 to 15 minutes a day using your phone and a personalized text. You connect with three people a day in your database. That average is about 800 people a year and they turn that into about a 5% conversion rate of repeat business, new projects, or whatever it is. That’s 40 new sales a year times your average job size.

At our event, I’m on stage talking about this. I was using this guy named Bob as an example. In 12 months, Bob added $1 million to his bank account through that one action. That’s what I mean by the hunt. It’s being proactive. It’s funny. I got off the stage and we took a break before the next session. I went up to him and gave him a hug. I said, “Thanks for letting me use you as an example.” He’s like, “You’re not going to believe this.” I said, “What is it?” He says, “While you were telling the group about me, I sold another $130,000 from one of those activities.”

The final section of the book is called Beyond the Sale. You know what happens when you court people. You bust your tail to get the contract signed and the money comes in. If you have a new client, then what? Do you still care about me? That’s why this strategy I shared worked so well because it shows that you still care. It’s like, “We installed that system for you in 2022 and I want to check in. How’s it looking? How’s it going? Hit me back when you get a minute.” It’s a conversation to show that you still care. Most salespeople after they check the box, it’s like a one-night stand and they move on to the next one. Yet, we all know there is gold in your database if you care.

Gary Vaynerchuk is famous for saying this and I’m sure others have said it. it’s like, “The number one business strategy is care.” Think of the average experience you have with a salesperson. It’s pathetic. If they’re not listening to something like this, not reading books, not a disciplined human being looking to get better, level their game up, understand people, and how to communicate better, which 95% of salespeople are not doing those things, it’s almost like you’re an afterthought. They don’t honor commitments that they make. They have what others would call commission breath. There are so many things that are within our control if we are disciplined human beings when it comes to the sales process. That’s what it looks about.

CSS 137 | Sales Mediocrity
Sales Mediocrity: There are so many things that are within our control if we are disciplined human beings when it comes to the sales process.

It’s a wonderful concept. I wholeheartedly embrace it. Follow-up is a big pet peeve of mine because most people don’t do it. They make the sale. They’re one and done and they leave. It is such a lack of leverage in the sales process. There’s very little internal or external sales expansion that will go on from somebody who does that.

I have one in my life. I’ve made 2 referrals for this person and I haven’t heard from him in 4 months. He didn’t follow up on the referrals or tell me what was going on. I have to find out. Guess what? No more referrals. How dumb is that? I could give this person a referral a month. It’s one of those things that in the 1% earner world, this is academic. This is what you’re saying. It’s disciplined in the process.

I want to step back for a second. I love the fact that you brought up the word consistency because most people are not consistent. They’re human beings. Stuff happens. They don’t feel well. Not everybody will get up and go to the gym but if we do, we’ll still get some results unless we’re doing something to hurt us. I want to go back to the person who’s always pushing down the pedal. You had said, “If I do all this, I want to take a few days off.” We both know sales is a cycle. If you take a few days off like that, then you probably going to see a drop somewhere in your numbers down the line because it’s a wave up and a wave down. That’s how it works.

What about planned time off? I find a lot of hard chargers. They always push but they don’t do things like you were saying, “My wife and I have a date.” They don’t plan things like that or say, “If I hit this $500,000 goal in this period, I’m going to reward myself with this.” I found it to be a success trait among people who are happier in their lives. I’d love to get your feedback on that. Do you feel it’s important or not important?

I have no issue with time off, but is it planned? I see so many business owners have a record sales month and then they reward themselves in a way that was not planned to reward themselves and then they lose momentum. They break that chain of consistency. However you need to recharge and get rest, that’s an individual or personalized thing.

It’s funny because somebody asked me in one of our private groups. They said, “What’s next on your bucket list?” I did an Ask Me Anything session in our group. I joked and said, “Why? I don’t have a bucket list.” I have my issues. It sounds so stupid when I say this. One of my issues is I don’t do fun things like normal people do.

I live in Colorado. I don’t ski because it’s two hours away and it’s a pain in the butt to make it happen. I don’t love it that much. Working, competing, and winning are things that are fun to me. I love the building of a business, the challenge, and those types of things. Those are my fun. I have a good buddy of mine that every 3 or 4 days, he and his wife are off doing something “fun.”

They’re riding motorcycles through the mountains. It has never done anything for me so I’m probably the worst person to give any advice on taking days off. I sold nine new clients on New Year’s Eve while I was watching college football in 2022. I was DM-ing and following up with leads on the last day of the year because that’s fun to me. We joke in our house. My wife looks at me and says, “It’s okay to have some fun.” I’m like, “Yeah, but winning is fun. That’s my fun. It’s what fires me up.”

That goes back to your truth. If consistently playing at that level is fun for you, you’re fulfilled, and everything is going great, that’s your truth but for someone else, it might be taking a motorcycle ride. My dad, when I was growing up, the weight of the world was on his back on his business. He bought a fishing boat and used to go out there to fish for lobsters. It’s a lot of work but he loved it. That was his fun.

Going to the gym is fun for me. You bring up fishing, going on a boat, or skiing. Once I’m on the mountain and skiing down, I’m like, “This is fun.” For me, it’s the hassle of planning it. It annoys me so I don’t put the time in to make it happen. With that being said, we took an epic vacation one spring. We were at the Waldorf Cabo. We didn’t work at all. We had a blast. The first night we got there, my wife got a little mad at me because we met this couple. The husband is an extremely well-known worldwide celebrity.

We started this conversation about some collaboration thing. It was funny because we got back to the room and my wife said, “I know it’s the first day of vacation. It usually takes you a day or 2 to decompress but you can’t help going into Tom Reber mode no matter where you’re at, can you?” That was my wake-up call to go, “This is our time.” Right after that, I shut everything off and it was fine. I can do it. If I want a week off, I have to take 10 because the first 3 days, I don’t know what to do with myself.

I was the guy that was on the road seven days a week doing that for years but what I heard is your real truth. It is the relationship with your wife. A lot of awesome stuff came out of this conversation. If listeners only have 1 take away, it’s they need to live in their real truth. You, coming on here has been so powerful because the message is clear. You can play at the highest levels you want to play but you have to get clear on that and then play at that level and you’ll be happier. If you don’t, then you become mediocre.

It’s the truth and communicating that truth to the people that you’re close to and not expecting them to read your mind. Also, understanding that everything has a cost. If you are all in on your business, which might be cool, understand there might be a cost at home if you’re not careful. If you’re all in at home because you need to give that attention, there might be a cost on the financial side of your business and you’ve got to be okay with that.

I’m blessed that my wife gets it. I have a lot of white space in my days. I’m not grinding sun up to sun down but she understands it. Right before this episode, I was talking to another CEO buddy of mine. We’re talking about the myth of balance. The guy thinks it’s a myth. Everyone was like, “How do you have a work-life balance?” I don’t believe in it because when I think of balance, I think of walking on a tightrope and you’re holding that schtick. What are you doing the whole time? It’s stressful. I’m trying not to fall. 

I like to think of it like a seesaw. It’s like, “If I’m at work, I’m all in. If I’m at home, I’m all in.” That’s what’s worked for us and she gets that. To your point when you shared about your previous marriage and stuff, my ex was a great person. I’m not ripping on her. When we got divorced and then when I started dating my current wife, the month I started dating my current wife, Lee, every month since my P&L has gone up. That says a lot about having the right partner at home.

It’s better to be alone than have the wrong partner. I’m not here to give advice or anything on that stuff. That’s not my business for people. I work on me. I had a great home life and then the business followed. That’s been the natural progression for us. I want to revisit this before we get out of here, the consistency thing to give people a tactical thing. I have worked to get hundreds of companies and thousands of people through the years in all different industries, not just the construction industry. I do these sales workshops and stuff. One of the things I do in these sales workshops is have everybody figure out what the cost of a mediocre sales day is.

It's better to be alone than have the wrong partner. Click To Tweet

When I say mediocre sales day, it doesn’t mean that you didn’t sign a contract because there are cycles depending on what you sell. It could be a year-long sales process, a one-day sales process, or everything in between. A mediocre sales day to me is when I don’t control the things I have control over. Am I taking care of me? You brought up the follow-up. I talk about hunting, role-playing, or whatever it might be. It’s the things that I have control over that are not negotiable every day like the little text thing I was sharing about. If you commit to doing that, I’m going to send three of these every day. That’s an example.

What I found through these workshops is the average salesperson has about two mediocre sales days a week for whatever reason. If there are 264-ish sales days a year, two a week is about 38% to 40% of available sales days. It’s 100 or 104 a year that you’re not bringing your best. The way I calculate it is if I have a $2 million-year sales rep, that’s his goal, divided by these available sales days, that’s about $7,700 a day. You then take that $7,700 and multiply it by how many mediocre sales days you’re having. That’s $750,000 you’re leaving on the table in my mind. That’s how I compute it. It’s the true cost of those mediocre sales days. Say you got 5 reps and then an average of 2 mediocre sales days a week.

They’re not on their game. We don’t have the luxury in sales. It’s a lot like being an athlete. When it’s a sales call, the things you do, it is showtime. It’s when you get paid. It’s game time. It’s game seven. The sales call is like the athlete playing in a game. Football player plays on Sunday but they’re putting in the work every other day behind the scenes. Those are unseen hours. Are you showing up consistently to the best of your ability, always growing, and never being satisfied with your wins yesterday?

What you sold yesterday is in the past. What you think you’re going to sell tomorrow is a pipe dream. What you have control over is right now. It’s that one shift. If you eliminated one mediocre sales day per week, you’re an idiot one day a week, and you’re not your best, that’s fine. We have that but by bringing that awareness, people will see the sales immediately go up in their business if they set some of those daily non-negotiable, controllable, trackable activities.

Tomorrow is a pipe dream. What you have control over is right now. Click To Tweet

I was doing quick math in my head. If you eliminated one day, instead of $2 million, you should be $2.4 million at that point. Most compensation plans, when one is exceeding that, it is going to reward that person handsomely. I read a study one time. I’m trying to remember what insurance company this was but they said, “If you had one extra sale per week at the end of 10 years, you had 10 years’ worth of income more than the people who did not.”

They measured this over 40 years. To your point, getting rid of the mediocre day or both of those mediocre days, you’ll see the benefit as a salesperson but you’ll see the huge benefit later on down the line where it’s like, “The house is paid off. This is paid. I have the money to do whatever I want,” versus, “I still got to do something.” You have a freedom of choice. That’s where I see it all playing out, especially as I get older, I could see it.

To piggyback that, think of this. I’ve worked with people and doing a workshop. Before the workshop, the owner was like, “I need to add a couple of more sales reps.” By the time we were done, he pulled me aside at the end. He’s like, “I don’t need more sales reps. I need the ones that I have to show up every day with non-negotiable standards.” If you plugged the mediocre sales day leak with your current team, that’s probably going to outperform. You bring it on and onboard a new rep.

The expense is lower so therefore, the profitability is higher.

There are all these stats in the workplace that probably change every year but the average amount of time in a work day, people waste, and stuff like that. One of my daily non-negotiables is we call them UITs, Unexpected Intentional Touches. It’s like texting, “Doug, we did that workshop for you last summer. I wanted to check and see how things are going.” There’s no agenda. I’m not trying to pitch. I’m genuinely caring about how it’s going and about 5% of the time, those turn into more revenue.

If you picked one thing like that or you said, “I’m going to reach out in some way, shape, or form to one new prospect a day, come hell or high water, I’m going to do it first thing in the morning.” Eat the frog. Do these non-negotiable things right away when your energy is at its highest and your focus is the best. It’s checked. That day is a win no matter what you get hijacked with the rest of the day. That one little shift is millions of bucks a year.

To your point, one will get hijacked on something. It’s happened to me. That’s why I like to go to the gym in the morning because I know something might hijack me later on. I got a call once from one of my daughters. She’s like, “Your wife is okay but she’s been in a car accident. She was at the BJ’s parking lot waiting to go get gas and an older gentleman decided to put it in reverse versus drive to get out of the gas lane and he ran right into the back of her.”

What do I do? I drop everything. I want to go see if she’s okay. I drive down there. It lasts a couple of hours. Stuff is going to happen but what I hear you saying is consistency and discipline throughout the process keeps you back on track. You pick up from where that uh-oh happened and keep going. You do the things early in the day that you can which then creates the success pathway all the way through. You’re following that success pathway and you’ll sell more by the nature of doing so.

Since this is CEO Sales Strategies, I would imagine a CEO or 2 are reading this. It’s important for us to be an example. I see a lot of the problems in companies with underperforming sales teams where the CEO isn’t showing up consistently with discipline or those types of things. I sold nine new clients on New Year’s Eve while I was watching college football and DM-ing people. Not because I expect my people to work on New Year’s Eve but because I wanted to model what it looks like to play through the echo of the whistle of 2022. When I’m the example of what it means to push through, finish, carry my water, and those types of things, I’m not a hypocrite to our team.

CSS 137 | Sales Mediocrity
Sales Mediocrity: Often, a problem in companies with underperforming sales teams is the CEO isn’t showing up consistently with discipline.

Whatever that looks for you as a CEO, you’re being watched. Bigger businesses don’t have this issue usually but a small business might go, “We’re going to have a sales meeting every Monday at 7:00 AM.” Three weeks in, it’s inconvenient to do it and you don’t have the meeting. You sent a message that this is not important. This is you being a poor example. Those are the types of things that I mean.

As the leaders of the company, we need to lead on a consistent basis because everybody is watching and it doesn’t matter if there are three people in the company or 30,000, they do look to the top and go, “What’s going on?” They will adjust their behavior based on what they’re seeing happening from the leadership level. I greatly appreciate you bringing that up. Tom, how do people know more about you? How do they find you?

You can go to TheContractorFight.com and reach out there. We’ve got some other things being built that aren’t up yet but if people want to connect, I’m pretty active on Instagram at @RealTomReber.

Tom, thanks so much for being here on the show and bringing the A-game. I appreciate that. It’s been a real pleasure having this conversation with you. Thank you.

Doug, I appreciate you having me.

1% persistence and consistency, being your true self, and not comparing yourself to others and other things. Why? It’s because if you don’t like it, it puts you in scarcity mode and if you do like it, you’re in an arrogance mode when you think about it. It’s okay for you to comparison shop but make sure it’s truthfully what you want in life.

As a mentor and a good friend of mine Alan Weiss once pointed out to me, “Somebody always has a bigger boat. That boat is always going to come by. You’re always going to look at that. You’re going to go, ‘Hmm.’” If you like that boat, you’re going to want to do comparison shopping. It’s okay to comparison shop as long as you’re doing it from your frame of abundance, not, “This person is so much more successful. How am I ever going to get there?”

You’re going into scarcity mode at that point and you won’t stay persistent and consistent as Tom was saying, which is very critical to your earnings success. Showing up and being your true authentic self, not playing in the mediocre game. If you like the content of this particular show, my ask is to give it a five-star review. I know it takes a few minutes. Please let other people know because the more people that we can help, that’s what this show is here for. If you want a copy of Tom’s book, reach out to him directly. It’ll be released in 2024. If you want a copy of the latest eBook that we put out called The 1% Nonstop Earner, it is at www.CEOSalesStrategies.com/1PE.

As usual, if you know someone who would be great for this show, please have them reach out to us. If you’d like to be considered as part of our upcoming university on the 1% Academy, reach out to us at YouMatter@CEOSalesStrategies.com. We answer every single incoming inquiry. Feel free. If you have questions, it’s the same address.

Until next time. Go out and sell something. Sell a lot of it. Sell it profitably and play win-win, making sure that they win and you win. It’s the best type of sale in the world. For sales expansion, internal and external, as you heard Tom and I talk about in this particular episode, it is a form of leverage for you. Go on out there. Have a great day. Thanks again for reading. To your success.

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