While many of us know what values we hold, we can tend to separate the business and the personal ones. But this doesn’t always have to be the case – and sometimes, it’s a better idea not to. In today’s episode of CEO Sales Strategies, Doug C. Brown discusses how sales cannot be differentiated from the self with David Meltzer, the founder of David Meltzer Enterprises, the Co-Founder of Sports 1 Marketing, and the former CEO of Steinberg Sports and Entertainment. They also discuss how integrating your personal values into your sales strategies can not only boost your sales, but also your wellbeing and happiness – and much, much more.
David Meltzer is the Co-Founder of Sports 1 Marketing and former CEO of the renowned Leigh (“Lee”) Steinberg Sports & Entertainment agency, which was the inspiration for the movie Jerry Maguire. David has been recognized by Variety Magazine as their Sports Humanitarian of the Year and awarded the Ellis Island Medal of Honor. Considered one of the top esports entrepreneurs and investors, David is a three-time international best-selling author, a Top 100 Business Coach, and host of the top entrepreneur podcast, The Playbook. He is also the Executive Producer of the Bloomberg and Apple TV television series 2 Minute Drill and Office Hours.
Visit his website: www.dmeltzer.com
David holds free Friday Training sessions every week at 11 AM Pacific Time! You can register for them here: https://free.dmeltzer.com/training. You can also email David directly to register for the training sessions (or to get his book) at firstname.lastname@example.org.
I’m bringing you a great guest, Mr. David Meltzer. I want you to pay close attention to the conversation he and I had regarding value sets and how you use value sets to sell. What you want in life is not just sales, because we all want sales. We want money. We want everything, but we’re really looking for happiness. David runs something he calls the Road To Revenue And Happiness. I introduced this in the episode. Without further ado, let’s bring it to him. There’s a lot of great stuff in this episode. I would go back to this several times, unpack it, write notes, and send in questions. That would be great. Let’s go to the interview.
Welcome to the show. I’m so grateful that you’re here.
I am grateful to be here. I love talking. I do so many interviews, but when we get to talk about sales strategy, I get my hair on my arms standing up. I get super excited because, to me, it is the core of my existence. It allows me to do personally and professionally everything that I want in my life by understanding the strategic side of how to share a vision.
What I love about what you teach, because I’ve been looking through a bunch of it, is how to communicate with yourself and with others. To me, that has always been sales. How about you?
I added a third communication, which I didn’t have in the first half of my life when I was more money motivated, and that’s communication with faith. When I say faith, I don’t necessarily need anyone to align religiously, spiritually, theoretically, or philosophically. It’s simple. Especially in sales, I have faith that there’s something bigger than me that loves me more than my mom. When I get a no, then I know I’m being protected and promoted, not punished. This one simple defining perspective or paradigm shift has evolved in the second half of my life into a more abundant approach to creating value and receiving value.
I want to run into your rule of threes on the no, but before we go there, I don’t usually do this, but I want to promote right up front because I’ve gone through your material. You do a Road to Revenue and Happiness FREE Fridays every Friday morning. It’s 11:00 AM Pacific Time, if that’s correct.
It’s 7:00 AM Pacific Time. We do change the time a couple of times because I don’t ever miss a week.
If they go to www.DMeltzer.com, they can register for those trainings, right?
Yeah. 65,000 people have registered. It started as just sales training and it has evolved to a lot more practices and philosophies.
To those of you reading, go on out and do this. I’ve looked at some of these trainings. These are the real deal. You know I don’t promote just anybody or anything. Thanks for doing that. Also, they’re free. Let’s talk about your rule of threes first because I loved that in one of your trainings. The things that I saw in your training that are different from others and more alike to what I do are that you keep it simple. It’s very pragmatic and methodical at the same time. You have a rule of threes, which says if somebody gives you three noes, then you give them something at the end to save the relationship. Do you mind talking about that?
Not at all. The biggest deciphering moment is an open mind. How do we determine if we’re dealing with an open mind at a specific time? Everybody has an open mind. Some of us have open minds 90% of the time and some of us have open minds 10% of the time. In order to align the open mind that has an open heart and open hands that is willing to learn and to allow us to articulate quantitative value to exceed what we’re asking for, I created a universal three no rule.
The universal three no rule says that when we have established some sort of no-go plan or when we’ve established our next step, if that person doesn’t answer or we forget to call, or we have a flat tire and we don’t make it, or there’s a rainstorm and something else happens, that’s one no. When I get to the third no or if someone says, “I’m sorry. This isn’t a good time,” I respectfully look at the third no and I utilize that to adhere to a rule of mine which is I’m going to feed those that feed me.
Most people on earth have spent the majority of the time of their life feeding people who bleed us. I have created a mathematical simplification of understanding. I’m going to allow only open-minded people or people willing to have open hearts and open hands that know people who can help me or help me themselves.
Therefore, on the third time that it doesn’t work out, I simply let the universe decide one of two things. I’d be like, “Universe, do you want to accelerate what we’re trying to do by having the person call me back, or do they never talk to me again?” It saves me even more time, more value, more money, and more emotion. I simply always say, “This isn’t the right time. If you would like to move forward, please call me back, but if you don’t, I will respectfully wait until you are ready and it is the right time.”
I don’t like statistics. The only statistic I think to be true is that 99% of all statistics are made up, but about 50% of the time, I accelerate my sales cycle when I leave a message like that open-ended, and 50% of the time, I never hear from the person again. I’m hyper-competitive. I’m OCD and a little bit ADHD.
In the past, when I was a young sales rep, I would call three times as much if they kept blowing me off. I would waste so much time, energy and emotion. I’d slow down the sales cycle for the people that were going to call me back because I started becoming annoying. I utilize the three no rule to 1) Determine if it’s the right time for an open mind and 2) Allow the right time to manifest itself into a quantitative situation that allows me to share.
There are so many people reading this and are like, “I want to sell to CEOs and they always say no to me.” That’s their hard, fast rule. I have experienced the opposite by doing exactly what you’re doing, maybe in a slightly different capacity, but the fact that you’re willing to disengage and you do it in a respectful manner, it’s usually one with which they will respond. Too many people are afraid to walk away, but what I’m hearing you say is what I call win-win selling.
I didn’t coin that phrase, but I wrote a book called that. Win-win selling is if it’s not right for them and it’s not right for you for whatever reason at that moment, then disengage. Please correct me from your perspective if you think I’m incorrect, but I believe there are no bad clients. There are just bad sales decisions.
As with you, I’m traditionally trained in some solution selling, spin selling, and some selling systems as we’re a little bit older and we’re in more formulated sales types of training. The one thing I find so interesting, especially because of how accessible people are that I’ve taken a step back, zoomed out, and said to myself I have only a few determinations in the sales cycle that I’m willing to allow the right time, value, and emotion to be the leading decision or criteria in the decision. Number one, do you have an open mind at this time? Two, do I have enough questions to ask to figure out how I could be of service or value to you? I do a very simple formula of an open-ended question template.
I love the Dos Equis guy, The Most Interesting Man in the World. I want to be branded over the next twenty years as the world’s most interested man. The first part of the commercial is going to say, “Dave Meltzer one time asked 100 open-ended questions to see how he could be of service or value.” Once we determine if someone likes something or doesn’t like it and we’ve asked a simple question, would it help you if I did this? I then have enough open communication to ask a second question. Do you know anyone that can help me now?
That question many years ago was very limited because most people only knew about four people that they felt comfortable being a power sponsor to or a sponsor of, but because of social media, we can easily post something in some huge community with thousands of people on all these different platforms.
When I ask someone, “Do you know anyone that could help me?” Exponentially, I’m getting 1,000 times the community. My complete progress in my life has been to build a community of sponsors and power sponsors and to be a sponsor and power sponsor by using the same platform. What does that mean? All we need to determine is how can we help you or how can you help us, or do we know anyone that can help each other? If we do that every day in person, on the phone, via email, and through traditional social media, exponentially, this community grows far beyond what was even capable of big companies in the past and in traditional media.
There’s something that you said that was a nuance, but it was so powerful. I got to go back to this. You were talking about building power-based sponsors. I am a big proponent of using networks of people to bring people to you. To me, when you’re asking those questions, you’re building out those networks of people who are going to then generally bring people back to you because of high rapport. They know, like, and trust you. You want to be around people like that. I don’t know if everybody caught that, but I wanted to throw that in because my eyes went huge when I heard that coming through my brain.
What we’re really talking about are decisions. You do something on value-based decisions, which are so important to CEOs, and people selling to CEOs because they don’t think about it. I love the fact that you said people generally know their why, but they don’t understand the what, and therefore, the how does not follow. Can you elaborate on that for me, please?
Yeah. For me, what is so important because it creates a possibility in your life. You go from nothingness to if you know every day realistically what do you want personally, experientially, giving wise or productivity-wise and receiving wise, and we keep it in the realm of realistically what we can do now with what we want personally, experientially, giving and receiving, knowing that we are aiming towards unrealistic mid and long-term objectives that scare us.
As big as my dream is to empower over a billion people to be happy, teach them to make money, help people, and have fun, my value-based decisions are based on what I can do realistically, personally, and experientially giving and receiving. To take that possibility and make it a probability, we determined two things. Who can I help with what I want and who can help me? It’s very sales-oriented. The third is, how? It’s by being in reconciling time.
With productivity, how much value can I provide? With accessibility, how many people are accessible in this sponsor and power-sponsored community? Also, there’s gratitude, but my gratitude is reconciled with time. We talked earlier about most people wasting the majority of their day with people that bleed them. We follow up with leads that will never come to fruition because our ego is telling us, “I can convince them. I can oversell them, backend sell them. I can lie, manipulate, and cheat them. I just got to get them on the phone, so I’ll spend 80% of my day chasing things that’ll never happen.” Instead, reconcile gratitude that there are light, love, and lessons in every sales situation and every person, but determine if it is worth your time.
I use the three no rule to see if it’s worth my time or not. Then, what I do, which is the confirmation of the what, the who, and the how, is to prioritize. If you know and prioritize by your values, then when God laughs at you during your sales day and ruins your well-developed plan, whether you got canceled meetings, a flat tire, or whatever else happens in town, you have your values in order. You simply make those decisions because you now can prioritize what is important to you.
Urgency is always a subset, but utilizing Eisenhower’s Matrix of Important versus urgency, I’ve enhanced that with the what, the who, and the how to determine the now, whether it’s planned or unplanned, whether it’s paid activity or unpaid activity, what am I going to do to be productive, accessible, and gracious now? If you do that, everything changes with your why. No longer are you trying to get healthier, wealthier, more worthy, and happier, but now knowing the what, the who, the how, and applying the why by saying, “I am happy, healthy, wealthy, and worthy,” you start figuring out what you’re doing to interfere with it.
Whether you’re a journeyman or an Eagle, in other words, and whether it comes naturally to you or you got to work at it, most salespeople spend the majority of their time interfering with their sales instead of knowing that they’re here to create quantitative value. They haven’t practiced articulating the quantitative value to exceed what they’re asking for at the right time. Utilizing this what, who, how, and why can help you. I call it the five daily practices of selling. These five daily practices can help you practice articulating that value. Statistically, your success will expand beyond your imagination.
The quantitative value is that which we can measure and the subjective value is that which we think.
I call it the purple dinosaur. Most people sell like Barney. Subjective value is I love you and you love me. Nobody makes any money. That’s where most salespeople spend all their time. They’re like, “They love me. This is going to happen,” instead of articulating the quantitative value.
It’s the happy syndrome. In quantitative value, because this is so important, I believe there are two components to it. Maybe there’s more, and you can fill it in, but I always feel there’s a professional and personal ROI. Both can be quantified, but most people don’t ever touch the personal side. They try to only go to the quantitative value of the professional ROI. What I’m hearing a lot and what I’m seeing in your trainings is personal ROI is as equally important or sometimes more important than professional ROI.
To me, personal, experiential, and giving and receiving are indicative of the activity of productivity, accessibility, and gratitude. They create efficiency, effectiveness, and statistical success. You will know by statistics that somebody that’s happily married, for example, is a much better salesperson quantitatively. These are polls after research. People who are happy are positive and are exponentially greater in sales. Happy, positive, and married are three personal things that we need to make sure that we are. These all start to aggregate and accelerate. They have synergies and symbiotic positive, productive, accessible, and gracious outcomes that are quantitative.
That’s why I don’t ever say the word work. To me, that makes no sense. I’m going to make sure I’m utilizing my time and activity I get paid for and activity I don’t get paid for. I’m utilizing my values of what I want from the day, who I can help, who can help me, and how to get it done and prioritize correctly. For example, the number one non-negotiable in my life has everything to do with sales, but most people think it has nothing to do with sales. It’s the number one thing that when people are doing it, they’re like, “I should be working,” and when they’re working, they always say, “I should be doing this,” and it’s your health.
If you’re healthy, you’re a way better salesperson. If you’re healthy, you get as many asks as you want during the day. If you’re unhealthy, you only have one ask. Competitive salespeople are like, “I should be selling,” and when they’re selling, they’re like, “I should be jogging,” or whatever else it is. They are interrelated to one another. The personal and professional activities both enhance productivity, accessibility, gratitude, and what you’re doing.
Thank you for being here. Do you have any last parting words? Do you want to leave anybody with anything that I haven’t talked about?
I’d love for anybody that needs any of these five daily practices or the open-ended question guide to come to my free training or reach out to me directly at David@DMeltzer.com. It all is rooted in your values. I want you to remember you’re happy, healthy, wealthy, and worthy. Let us help you figure out what you’re doing to interfere with it, but don’t forget to be kind to your future self and do good deeds. I promise you, they’ll come back to you.
Thanks for being here. I appreciate it.
You got it. Congratulations. Thank you so much.
Wasn’t that great? Here’s the thing to understand. You cannot separate the self from the sale. The successful self equals a successful sale. Unsuccessful self still equals sales, but not as successful as you probably want them to do and be. The reality is to look at your value set. He gave you four values. He gave you personal values, which is what do we believe? What do we want? What do we stay in for? For our experiential values, what are all the things that we’ve taken in over the years?
When I was a child, I remember that I was trying to figure out how to be an entrepreneur and nobody told me how to be one, so I was trying stuff. Everybody thought I was crazy. I had twelve businesses running at one time. I was constantly doing things, but I was also traveling. Now, when I’m having conversations with CEOs, I can bring all that experience in because usually, we’re talking about something they can relate to as well.
Number three, it’s giving values. What are you giving values? What do you want to happen in the future? You’re giving values away. You’re giving the future away. There are also receiving values, and that’s the one I’m going to cue you in on because most people are not that good at receiving value because they were brought up in a certain way, which is like, “You don’t deserve receiving value. Life is hard. Things are going to be hard. You’ve got to battle through everything.” What we do is we want to serve our mom, dad, caretakers, preacher, teachers, and even our friends. We compromise on the receiving values, which is compromising on the personal values as well, which gets you into trouble. It’s a cycle.
I loved what David said. He said that if you can be happy, positive, and married to yourself, then usually, you’re happy, positive, and married to what you do and to other people, including your spouse or significant other. I can’t stress enough that maybe this was a condensed episode and power-packed with a lot of stuff here.
Go back and read it again. Let this sink in. The happier you are, the more you will make. I am a personal testament to this. I’ve done this in my own life. When I’ve been in bad marriages, my revenue was down. I’m now in a great marriage and my revenue has gone up significantly, about 22% every single year over a multitude of years. You start getting that compounding effect in your life. It adds up to something.
Until next time, I’m going to continue to bring you great talent. If you liked the episode, please subscribe to it. Give it a five-star review. If you have any episodes that you would like to see content on, as usual, send them to me at Doug@CEOSalesStrategies.com. Hit me up on LinkedIn @DougBrown123. Let me know what they are because I will source that talent. I have a great pool of talent and a lot of very smart people to source from.
As always, check out David and what he’s doing at DMeltzer.com. If you need help with your business and you want to reach out to me, by all means, send me an email. Do what you’ve been doing. I appreciate it. Contact me and I’ll see if I can help your company. If I cannot, I will move you to someone who can, so I could be a resource for you in that regard too. Until next time, go out and sell something. Sell it profitably. Sell a lot of it, make a lot of money, and be happy with your success.
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