Dan Waldschmidt Interview – Episode #112

by Richard Wilson on August 8, 2011

The following audio interview  is borrowed from our BusinessTraining.com platform and was originally recorded for our sales training program.   This audio interview is with Dan, who is a self-described sales nerd and well known expert in the industry of sales. Dan likes to push companies past conventional behavior and tries to help his clients see things differently and stop and think about what they are doing. Dan has helped 100’s of clients produce huge sales increases and he shares some of his best practices within this expert audio interview.   (Download this file in Mp3 format)

Interview Transcript: 

Ashley:  Hello everyone, and welcome to this BusinessTraining.com expert audio interview.  Today we’re joined by speaker, author, strategist and Edge of Explosion blog author Dan Waldschmidt.  Thanks so much for being here today, Dan.

Dan Waldschmidt:    Thanks for having me.

Ashley:            So, you’ve got quite a title.  You’re a chief extremist, a founder and sales nerd as you’ve dubbed yourself and a partner at GNOSO.  Do you want to briefly describe what it is you do in all of those areas?

Dan Waldschmidt:    Yeah, so I am a conversation changer, that’s what I do.  And I know I just added another title right there, right?  But, I’ve done a few things.  I was a former technology CEO, so I’m somewhat of a nerd and I like building cool solutions that people can use to really transform an industry.  It’s just exciting but what I began to realize there are really three things that held back almost any company from being outrageously successful.

One was, too much conventional wisdom, so I push people to extreme behavior.  So, first I’m being just conventionalist and second being listening to social peer pressure and then certainly being maybe selfish behavior, [inaudible 00:01:18], so I’m building solutions.  I’m advising solutions.  I’m speaking and talking and writing and all just about getting people to think about life a little differently.

So, they are catchy titles but more than it’s probably a way for you to stop and think.

Ashley:            How did you get to where you are today?

Dan Waldschmidt: Oh, wow.  It depends upon what day you’re asking me but you know, 32 years of getting pounded and pounded in the face.  I’ve had some great successes, thousands of percents from the time I was 12, I was [inaudible 00:02:00] and things like that but they are just a series of life experiences.  I got really lucky.  I had great parents for 18 years in my life and I didn’t have a television in my home, I was reading books and my parents didn’t like me to read fiction because they thought it was crap.  They wanted me to read biographies.  I’d read a book a day from the time – the youngest time I can remember which is like early 13s, 10, 11, 12 years old I was reading a book a day, reading my dad’s law books, so I had to read.

And then, when I was getting older my parents taught me how to be disciplined and when I was 11, 12, 13 and 14, I was making hundreds of dollars a week in the summer and my mom was saying, “You’re not responsible enough to keep your money so I’m going to keep your money.”  The bar was set incredibly high when I was a kid, incredibly high.  Practicing music, at least an hour a day if not more and science and music and sports.  No matter what I was flushed into; it wasn’t that my parents said it was never good enough, it was just expected that me being the second of five kids who would all be super star performers.

We were joking earlier about Waldschmidt name but you just assumed that if your last name was Waldschmidt you were going to be the best and the [inaudible 00:03:15] just trickled over into what I do now which is I make a lot of mistakes.  I’m the first person to admit it, I make a heck of a lot of mistakes.  I probably make more mistakes than the common Joe but I guess my motto is just to keep trying, right.  The journey is in trying and if you don’t try, you’re never going to be successful and sometimes you’ve got to quit trying because something doesn’t work and another time you have to just keep trying, but think that’s kind of how I am where I am right now.

I’m only 32 years old but there is a lot more places I want to go.  I’m actually excited about where this is going to go next but right now, that’s how I got here.

Ashley: Okay, so what do all of your companies do?  I know you have your own consultancies, is that what you identify it as?

Dan Waldschmidt: Yeah, really at the basic level.  It’s a sales strategy firm.  Sales is the most important business in the world today.  Whether you’re a prostitute or whether you’re politician and sometimes we confuse the two of those but the sales is the most important thing.  It’s how you get a job.  We want jobs in 2011, we need jobs in 2011 and people don’t realize that by being better at sales you get more jobs, you get a job for yourself, so no matter whether you’re a housewife or whether you’re an executive on Wall Street you need to be good at sales.

And so sales strategy is what I deliver and I do it differently than anybody else in the world today.  The reason why is I focus not so much on the process of selling, the seven steps, the eight steps.  The machine of churning out emails.  All of those are important.  And we do that eventually but before we do that, we figure out what the conversation is and how to change it so that we  win.

Here is an example.  If you’re sitting in a chair and you’re watching television and I just in front of you and go, “Ashley, move your arm.  Move your arm, move your arm.”  And I use my seven-step program to try to convince you to move your arm, you might or you might not move your arm.  You might tell me, “Hey, move out of the way and I’ll move my arm.  Watch the show, just get out of my face.”  So, that’s a lot of how buying is today.

What if you’re watching the game and I walked up behind you and pricked the back of your arm with a pen?  99 out of 100 times you move your arm and it’s really fascinating.  Of course, you may go, “Of course I’ll move my arm.  You just stabbed me with a paper clip.  Of course I’ll move my arm,” but not really.  [Inaudible 00:05:56] in three tenths of a second, your brain got a signal from your nervous system saying, “Pain, pain, pain, pain. Something is going on.  Move your arm away from pain.  It’s really bad,” and so you didn’t know it but you had another two tenths of a second, making up half a second before you realized that you were moving your arm.

You could’ve stopped yourself, you could’ve let yourself continue to get stabbed but you probably didn’t.  Your brain said, “Move,” so that’s a little bit what I do is I look at some of the nerve science behind how people are doing and how they are feeling and how they are thinking and how they are behaving and then design patterns, feedback loops, conversations really that get people to move without you having this thing in front of you but then they gyrate.

It might be a great move for a strip club but it doesn’t really work in B2B selling, and sadly that’s how a lot of our sales teams are doing it that’s through hot chicks that are trying to be [inaudible 00:06:58] or take you out for beers.  That sounds a lot like taking your client – I mean like a strip club environment.  It’s kind of what we do with selling now too, instead of getting really good at understanding, empathizing, emotionally connecting with our buyers and our prospects.

We’ve gotten really good at trying to razzle – dazzle them instead of really understanding what’s going on inside their heads.  And the result of doing that are just unparalleled.  Right now, think about email open rates.  You send out all that email market.  Email marketing isn’t bad but it’s crippling our companies.  Right now, companies are desperate for more sales, so many of them are flocking to email marketing and they don’t realize that a tenth of 1% of people are actually catching anything on that email and less than 10% are even opening them up in the first place.

So many people we’re working with have 50% read rates.  500 times greater than the average.  Why is that?  We’re understanding what people want, we’re understanding how people act and think and work and play and live and we’re talking to them like people, not as money bags with a pair of legs.

Ashley: Can I interject a question there?

Dan Waldschmidt: Yeah, sure, sure, sure.  I got kind of carried away, didn’t I?

Ashley:            No, no. It’s okay.  So, there is a different – I don’t even know how you guys start the communication beforehand and now marketing for that company in particular, do you guys do an opt-in sort of thing or do you find your leads elsewhere?

Dan Waldschmidt:    For my company or for the company that we help?

Ashley: For the email marketing campaigns that you help people with?

Dan Waldschmidt: There are several ways.  Number one, anything we do, it’s permission based marketing and Seth Godin kind of created this [inaudible 00:09:03], so we kind of know the whole idea of getting permission before we email somebody.  I agree with that and I somewhat disagree with that.

If I were to tell you, “Ashley, you don’t know me from Adam’s health cat but I have a check for one million dollars and it’s legitimate and I’m going to give it to you.”  I probably don’t need your permission to tell you that.  You would not want me to ask the time for permission, but you may go, “Just get out of my face.”  There are other things where it’s like, “Hey Ashley, I like your permission to begin an annoying series of emails, hopefully at which time you will be convinced to give me a lot of money.”  You probably wouldn’t.

I think we’ve got to re-examine some of these concepts that we think we’ve done. Now, where do you get leads from?  One, I don’t like to call them leads in the first place because a lead is more like a tick.  It’s not a person, it’s not a tick.  It’s like a location.  It’s like a location where Osama Bin Laden is hiding, right?  It’s not necessarily the person himself, so we have a lead on maybe a target market or target opportunity.

I go to where those leads are.  Maybe it’s on the web, maybe it’s on LinkedIn, maybe it’s a Facebook section or a Facebook page.  Maybe it’s just an online community.  It used to be, 20 years ago, it was bulletin boards.  You’d go online to a bulletin board but you go to where those people are and you begin to friend them.

You begin to understand what they are talking about. It’s almost like if we were playing army, we would say begin to understand their local culture; what they are talking about, what they are eating, what they are doing, what they enjoy and you become one of them and then you can pitch to them.  A lot of times, we’d like to short circuit, short cut that first part of that getting to know them.

It’s almost like going to college.  You don’t go to college on your first day and try to take over the place.  You’ve got to get to know the territory.  Who does what, who goes where, where the hot chicks hang out?  You try to build your knowledge of what’s going on and then you act.  Same things with leads and marketing.  Listen, it’s crazy to email someone who has no use for what you do.  Just crazy.

Two, it’s foolish to email somebody that you haven’t invested time trying to get to know, that’s how it.  I don’t really think this is a discussion about opt-in or opt-out and there is double opt-in and single opt-in, it’s almost like it’s a cold call and then warm call and hot calling.  We get into these silly discussions.  It’s foolish to bombard someone with sales messages who you haven’t found the time to get to know.  I think that’s what’s key in this is that in our traditional lead funnel, let me just spend a minute to educate the people who maybe listening to this.

We have this funnel where it’s kind of like top down metrics.  We put 100 people at the top of the funnel who we might call as the 100 leads. Out of the 100 leads, 10 open your email which means 10 have only read it, so 90% are gone.  Ten opened your email, which means ten are really part of the new 100% of the available market.  Ten people.  Let’s say out of ten, three actually read the whole thing and one actually clicks on something and buys your widget.

We went from 100 to 10 to 3 to one.  That’s our funnel and so we get really good.  We’ve got all these systems out here; email marketing systems out here, email marketing systems, [inaudible 00:13:05] systems, lead gen, we’ve got all these systems.  SFA, sales force automation, CRM; customer service manager, around trying to increase the top of the funnel so that we put 200 in at the top and then 20 read it and then 6 really read it and two buy.

So in the last, I don’t know, five to six years, we got really good at trying to take the top of the funnel and expand it because we know that it gets smaller and smaller and smaller and smaller, then we get to the bottom of the funnel, right?  The problem with a lot of people who are coming to BusinessTraining.com are trying to learn how to do this better.

Here is my thought.  Why not try to increase the middle of the funnel?  We’re losing 90% of our people.  Why?  Here is an interesting stash for you Ashley.  The exact target found out that six out of ten people who unsubscribe from newsletters, etc. these are people who have signed up already, so we would call them, as you said Ashley opt-in, people of opt-in.  Six out of ten people who unsubscribe do it for one reason, one reason.  Do you know what it is?  Boring content.

Boring content.  It had nothing to do with legitimacy, it had nothing to do with timing, it was just the fact that you were boring.  And this is true.

Ashley: Boring or irrelevant?  Like for me, I’ll sign up for Apple’s newsletter or something because I’m in the market for an iPhone but then once I’m no longer looking for it then I’ll unsubscribe or if they send me things about their printers that they are doing with HP, I don’t care, so that may be another reason.  So, is it boring or just irrelevant?

Dan Waldschmidt: I thought what’s interesting was that I suspected the first thing was just irrelevant content.  Almost like we may call that churn.  The churn is that it kind of trails off.  People are interested at one time and then fall off.  It’s interesting.  But that was the number two reason, not the number one reason.  Number one reason was that you were just flat out boring.  Isn’t that interesting?  Which is why with my thought of extreme behavior and like the neuroscience based feedback, people say they want things but they really don’t want what they say they want.

You know, they want us to be inspiring, wants us to be interesting, wants us to be exciting.  They want us to kind of add a spark to what might be an otherwise miserable day but we’re not that.  We’re just so consumed with our own selfishness of pouring more names in at the top of the funnel that we forgot that we’re already losing 90%.

So what me and my team, my company, my firm goes after is that middle section that says how can we pick instead of 100 people that we’re emailing and only getting down to 10, what if we emailed 15.  Not 50, 15 and the same number 10.  Instead of losing 90%, we just lose 33%.  Wouldn’t that be amazing?  And 10 read it, and then 3 and then one, because then, if I could do that then as I ration it up my numbers get so much better than the industry’s numbers, it’s not even fair, it’s an unfair fight because we are pushing the envelope as far as the discussion.  We are being interesting, we are being engaging and we’re delivering a message someone really wants to hear.

So I think that’s something we need to start thinking about.  One thing that troubles me Ashley in the last few years is that we had a bad economy and what’s interesting is that instead of – to compensate, business owners and just to be clear, small to medium size businesses make up 99.7% of all the businesses that are active in America right now.  When we think of GE and the IBMs as being the biggest companies, they make up three tenths of one percent.  There is not that many of them, but small and medium sized businesses, here is how they reacted. They started getting selfish.  They did.

They basically said, “I’m going to get mine first and then I’ll start giving to you.”  Now, there is one problem with selfish activity is that it’s just as ugly on a three year-old as it is on a 33-year old.  When you run a business that’s all about you, you drive people away, you create a worse economy.  We actually did some damage to ourselves but pulling back, I understand.  Look, when it’s tough, you want to make sure you get your money.  You want to make sure you can pay the house payment.  I get it, it’s legitimate.  It’s a natural reaction that when you feel like buyers aren’t buying anymore you do whatever it takes to get yours.   You want to get yours first.  I get it.  That is legitimate, it’s understandable but it’s also costing you the gross in your company.

We need people return back to the selling process where the first thing they do is give. You sell by giving.

Ashley:            Now, I’m curious what you thought of how I found you.  My email, would you consider that sales when you’re looking for someone to help you do something?

Dan Waldschmidt: No.  Well, in one sense it is selling because you were trying to convince me to – would I be available to help you put together content?  I thought it was well done.  My kind of attitude; the promise I made to myself a long time ago which I try to always honor and I don’t sometimes, it gets hard, it’s if someone asks for help that I give that help because there were hundreds of people who gave help to me and I need to pay that forward, so it’s something I actually take very seriously, but I think the one thing that honesty, which is what you did, candor.  Hey, here is what we’re doing, here is who I am, and here is what we want to do.  The one thing I would say, if there was any way to improve it’s I recommend to clients to never send emails that are longer than four to five sentences.

Just don’t ever do it because people don’t read them when they get longer than four to five sentences.  The average executive doesn’t act on the first three emails you send them.  The industry average say it takes 11 emails before someone acts on it.  I just stooped that a little bit in my experience with working with consumers.  We’ve gotten the 11 emails counted 2.3 so it’s about 2.5 emails before an executive acts on it but then, stats tell us that the average executive only spends 15 to 20 seconds, that’s it.  That’s it.  Reading your email and deciding if they are going to act on it.

So if you send this long email, it takes them longer than 15 to 20 seconds to understand what you’re trying to do and so they just don’t act on it because it’s raw and intimidating.  So, that’s another buyer behavior that we’re not listening to and if you talk to sales reps, here is what they’ll say, “Oh, they asked me for all this information.”  Yeah, they probably did that but they really didn’t mean it.

They might have done it, one because you’re a crappy sales guy sand they just wanted to get you off the phone and so they said, “Yeah, send me what you have.”  Or, you can’t go back and say that’s what they wanted.  My three year-old son, they wanted me to jump around hot stove but you know, just because they asked for it I’m not going to do it.

Ashley:  The reason I asked that is because I only sent out 30 emails for this interview and I’ve completed eight, so it sounds pretty similar to your process.  I didn’t send out hundreds of emails and hoped for two people.  I sent just 30 and I think that’s a pretty good return.  Yeah.

Dan Waldschmidt: Yeah.  I think so.  I think also the difference for you is you’re not selling anything, per se.  You’re giving something away, which goes exactly to what I think is important is if you were trying to sell me something it’d be the perfect time is right now.  Here, I want to give you something.  I guess you’re kind of in the middle.  You are asking for help and it’s kind of in between, “Hey, I want to give something and hey, I just want to sell something.”

So I think that’s great.  I think it’s a great example.

Ashley: Do you think that that’s something maybe people can do in sales in general is to offer something for free and then hope that that turns into a sale at the end?

Dan Waldschmidt: Hoping is not in my vocabulary at all because hoping is for unicorns.  I mean that’s just something that we speak too much of, so we expect certain things.  We say giving, we give away knowledge, we give away insight, we give away consultations, we give away a trial of our products.  We give away help.  We give away assistance to solving problems.  Just things like that.

So I think what’s key to understanding this is that bad sales people will make the mistake of giving things away just to make a little bit of money.  That’s bad business, it’s foolish.  Stop doing it.  Not you stop, but if people listening are doing it, then stop it.  But the idea of giving is another thought, Ashley.  And this is, we haven’t gotten into yet but I’ll talk about it now is people think giving is an activity.  It’s not an activity at all, it’s an attitude.  I think that’s what’s really flawed about selling in a lot of way.

Look, I’m coming at this from a high performer place.  I think you mentioned before, I’ve sold a lot of stuff at 25 years old, I’ve sold like $15 million and something like that.  It’s a very big number from heating and air conditioning into cemetery plots to insurance sales to software technology, to legal services.  All across the board, high performer, growing hundreds of percent if not thousands of percent each company that I was at.  CEO as a company, so I’m not coming at this from like a guy who is sitting in the corner of the room, whining because none of the hot chicks want to talk to him.

I’m coming to you from a place who sold the crap out of a bunch of stuff and yet, still wasn’t happy with this current system, wasn’t happy with just where the current sales training was taking me, and so had to come to grips, had to get a little therapy for myself to figure out why I didn’t feel comfortable with some of the nut jobbery that I was reading in the Ladies 50 sales books.  If I go home, I’ve got a library of almost 3,000 books.  I’m a huge reader.  Obviously, if you get raised 18 years in your life reading books you kind of just become a reader.

But I read this stuff that’s 300 pages too long of the same stuff. It’s all do this and then do this and do this and it’s just hitting you one day, we need to stop doing and start being.  Do you know why the same tactics don’t work from Company A to Company B?  Because Company A does it like shyster and Company B does it with a heart of gold and Company A has horrible results and Company B gets great results and we haven’t  trained our sales reps to be better people.

We’ve tried to trick them, threaten them or entice them with bigger commissions to do better things instead of saying, “Why don’t you just be a better person and you’ll sell better automatically?”  I think it’s not something to be overlooked is that instead of just giving; I work with Ogilvy on a project called the Future of Selling and the CEO called me and asked me to be part of this thing.  I’m talking about the future of selling.  I sat down and worked with a bunch of great names there and I was honored be there and have my insight be recorded for a couple of hours and I shared insight with other great leaders.  IBM was there and there was a bunch of amazing people.  What we talked about was the fact that in this culture of trying a lot of new things, the future of selling comes along.  It appears that consumers have more access to information than ever had before in their lives; doing things doesn’t work.  It doesn’t work.  It fundamentally breaks down the message I was delivering.

We have things like digital [inaudible 00:26:15].  You’ve seen this before, Ashley.  You go to a website, it’s like “Hey, I’m Dan Waldschmidt.   Read 700 ways to overnight success.  To get this white paper, put your name and information and you can download it for free.”  We call that digital date, you put your information in, you get a free report and I’ve got your information where you’re opting in to my newsletter we talked about earlier, probably not.

But am I going to add you to my newsletter and send you annoying emails way too often?  Probably.  So, what we haven’t figured out is if you want to give something away, give it away.  Give it away.  When I start talking like this, some of my sales training buddies, gurus say to me, “You’re just being altruistic.”  Yeah, that’s how you can label it or it’s pie in the sky.  Yeah, okay.  I hear you.  Let’s just calm the drama down for a minute and let’s just talk about a recent successful company; a company that decided 10 years ago to open up a shoe company and my wife would love this because my wife is all about shoes.

Shoes and purses and this shoe company said, “We’re going to have a store and the store is going to be in the cloud and because it’s in the cloud, anybody in the world can order shoes from us.”  Open a shoe company and someone would go to buy shoes and you would pay for three-day shipping.  It’s three days, where it’s probably pretty fast to get their shoes but this company, even when you pay for three-day shipping, would send you shoes overnight.  So you’re getting your coffee and your newspaper and you step out your front door and you’re like, “My shoes.  I just ordered those at 2 PM yesterday afternoon.  They are on my front door step.”

I’m delighted, you’re excited.  You didn’t pay a penny extra and you’re blown away how you got your shoes faster.  And then, what’s totally crazy, the founders of this company were completely insane.  They let you walk around on their shoes for at least one week, seven days.  You can actually, imagine this, wear them to the prom, wear them to your wedding, it doesn’t matter.  Wear the shoes for a week.  If you don’t like them, send them back, they’ll give you complete refund.

It’s crazy, but that company happens to be a billion dollar company called Zappa’s that Amazon just bought and folded into a territory and how did they do it?   They did it with kindness, they did it with exceeding expectations.  It wasn’t about what they did, they paid their employees less than other competing web companies.  It was about who they were.  Who they were were selfless, kind, maybe you can label them as altruistic or pie in the sky but that altruism, just like companies like Tom’s Shoes, who for every pair of shoes that you purchase they give a pair of shoes away.  How came are these shoes so successful and yet we sit back in our corner offices and say, “That won’t work for me.”

It doesn’t add up.  When you care more, people know.  All of the sales pitches about this is what we’re going to do, this is how much better we are, this is why you need us are worthless.  We haven’t gotten through our heads yet that instead of trying to puff out our chests and peacock around like we are the only solution, that we need to get on our knees and start giving kindness to people.

We are so buys reading ridiculous books on five to six steps to greatness because we want to believe those five or six steps will work for us that we never stop and think about the five or six things that we as people could do, so we live fearful, we live in pain, we live always trying to pretend like we are who we’re not and we never realize that if we just become better people, all of a sudden, if we can emotionally connect with people, that all of a sudden the doors open, the industries open and we become what we always thought we were but chasing it the wrong way.

Ashley: Yeah.  Are you Buddhist, by the way?

Dan Waldschmidt: No, actually I went to seminary right out of college, so people go, yeah, yeah, yeah but it was a Baptist, an ultra conservative Baptist seminary and then I was asked to leave because differing viewpoints so I went and studied government and international politics and now I’m in Virginia.

Ashley:  Now, for someone who wants to get into the sales industry, are there maybe some tips that you have on maybe how you made connections or how you even get your own clients?

Dan Waldschmidt: Yeah. There are a few things.  I actually wrote an article about this not too long ago and a mother sent me an email saying she had a son who was graduating some high school and was a little down on his luck and she wanted to know if I would take the time and write him a letter on what I thought he needed to do to be successful.

When you get that letter, you’re like is this legit or not?  And then you check it out and okay, cool.  I actually kind of got that ten question, I thought about this mother and it was such a wonderful email saying “I love my son but he doesn’t know how amazing he is and what would you do?”

I thought, what would I write to my sons?  Here is the number one thing I would say to people.  It’s a good therapist but in all seriousness, most of us never really confront the demons in our mind.

Before you go read a book on sales, get some help for your head.  We can shrug this point off but it’s amazing that people like Michael Jordan and Lindsay Vaughn and every amazing sport athlete from Coby Bryant to whatever, they all have psych coaches to get inside their heads, help them [inaudible 00:34:51]

I just think it’s number one, if you’re getting in the sales is take the time to confront your demons, really and get some help.  Do it, do it now and the second thing I would say, there are 20 sales methodologies out there.  There are.  Let me give you a little secret; having been a student of these selling systems.  Ready?  They all work.  They all work, for the third time, they all work.  So, find one, like it, own it, use it.

Find a coach who teaches that particular program and just use it and they all work.  There may be some who work better for B2C or B2B or B2G but find one that you think works, but just use it.  Most of us have plans but in the heat of the moment, they go up in smoke.  So find a plan and stick with it.

Third, let’s go back to the mental element.  You need to expect, you need to mentally tell yourselves  that it’s success going to take you way longer than you ever imagined and take way more effort than you ever imagined.  It’s going to take you a lot longer than you anticipated and costs you a lot more effort then you originally thought you were going to invest.

A lot of people think that they are going to be an overnight success, no one ever is.  Example, Thomas Edison spent over a thousand tries trying to get a light bulb to stay lit for longer than five minutes.  It took Colonel Sanders 127 tries just to get the recipe for fried chicken right.

I guess what I’m trying to say is many times we get in the sales or business expecting that the five things that they write in the book worked out for us.  Do you know who those five steps work out for?  They work out for the author at one time, for the author of the book, so the 1,000 people who read the book might or might or not be successful.  Chances are you might not by doing exactly what that book says, so I think if you come to the game prepared to make it quick and easy overnight, you’re not.

I’ll go back where I started a few minutes ago, get a therapist.  I don’t care, call them a coach.  But get somebody to help you with the head games that are going on and then expect them, it’s going to be miserably hard.  It’s going to cost you way too much time, it’s going to cost you a lot more emotional energy than you ever expected it would.

When it does, you’ll be ready for it because that’s what you anticipated all along.  You didn’t expect it was going to be easy.

And then third, find a selling program and master it, just master it.  Quit trying to jump around to the next greatest thing because next greatest thing isn’t so great.

Ashley: Is there anything else you want to add?  I don’t know if you need to go or we didn’t really go over the questions on the interview, but it’s been great hearing what you’ve said anyways.

Dan Waldschmidt:   You’re right, we did stray from that and I guess that was my fault but what I really want people to believe is that and really understand and I had to come to this the hard way, I had made a lot of money in my life and was so unhappy that I tried to commit suicide because I was not happy with my life and I had to come to this the hard way.

I guess what I’m trying to speak very intimately because to those who are listening is that if you’re not careful you’ll end up in that same place too and I see a lot of people who are just broken by life who could be amazing business people or amazing sales people and they haven’t stopped to confront the demons in their mind.

That’s why I put the emphasis on get some help.  If you broke your arm, you wouldn’t stay at home.  Right?  You’d go to the doctor.  When you’ve got broken issues in your mind and in your heart, why are you staying at home?  Go get some help.

The sad truth is, one of the questions that you’re asking me what’s my number one tip for working in sales, to make $10,000 for your company; I think it’s this very issue.  I think get help and have an attitude of giving.  There is something wonderful about those who give.  Think about the number of times you said I’m sorry and you really meant it, most of the time in business we’re like, I know we made a mistake but you made a mistake too, right?

It’s like, just have a better attitude.  These 10,000 opportunities will come to you.  They’ll come to you because people want to deal with people who care about them.  When you give to others you care for others, the world is your oyster, but when you bully your way through life and you bully your way through the sales process, you find out that you keep making enemies and the harder you work it’s seems like the less money you make because it’s not what you do it’s who you are.

I think that would be in closing, Ashley, I think the greatest advice is to take time to think about who you are.

Ashley: I think that’s very great and very true.

Dan Waldschmidt: On thing that I’ll say, always that one more thought.  People are who they are and we need help.

The perversion that takes over someone’s brain to create horrific, unthinkable acts, it’s the same brain, the same neural transmitters and pathways, the exact same brain.  It’s twisted, demented and screwed up but it’s the same thing that stops business people and sales people from being high performers.  You have to fix it and you need help to fix it, so go get that help.

Ashley: I think that that’s a good advice for everyone in any industry, that a therapist can be a friend.

Dan Waldschmidt:  That’s right.  Life is hard and you can’t do it alone, get some help.

Ashley:  Right.  Well, thank you so much for being here today, Dan. It was a pleasure speaking with you.

Dan Waldschmidt:  Yeah, thank you so much for having me.  I know we’re way over time and we didn’t answer some questions we didn’t get to but thank you for having me and I look forward to helping out in the future, if you have need we can come back and talk about a few more of these issues.

Ashley:  Great.  Thank you so much, Dan.

Dan Waldschmidt:  Thank you.

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