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Welcome to the ValuePro Show, where value pros get value
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ready.
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My name is Bruce Shearer, the host of the ValuePro Show. In this episode,
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we're talking with Kay Miller, a sales expert, speaker,
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and coauthor of a book I just love called Uncopyable
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You. Kay is known for helping professionals build personal
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brands that stand out and more importantly, create memorable and
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high value buying experiences that keep customers coming back.
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Kaye will share how you can build trust, engage buyers in a
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way that feels natural, not salesy, and create an uncopyable
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buying experience that turns prospects into lifelong customers.
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Let's get into it. Okay. Thanks so much for joining
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the ValuePro Show. I'm so happy to have you here.
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And I must admit, I I bought your book a few months ago, read it,
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loved it. And then over this last weekend, I was just
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reading it pretty much the whole weekend just getting ready for this
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interview. I didn't wanna blow it because I've got the uncopyable
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k here with me and just wanted to make sure this thing
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rocks. So, anyways, because of that, I
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literally started redoing my whole personal brand statement.
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What what a wonderful thing. So for everybody tuning
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in, Kay Miller and her husband, Steve Miller, wrote this
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book called uncopyable you. I
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absolutely love it. Just the title of it. Uncopyable.
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What a big idea. How do you stand apart from
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the pack, but in a way that's uncopyable? You
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know, again, lovely, lovely theme, and and the book's
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just a dream. Really well written. Not their first rodeo. Speaking of
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rodeos, you can see me on Vashon Island this morning wearing a
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cowboy hat. I was out moose hunting a little bit, and that's one
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of the metaphors that they use in their book, which I absolutely
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love, hunting that moose and building your personal brand and
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and probably even more importantly, your personal brand strategy, how you're
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gonna take action around that and really landing
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with with your moose. You know, I'd, you know, I e your ideal
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customer profile. So I I really love that.
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K. Before we jump in and get your point of view, I wanted to highlight
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for the audience 3 key statistics that just
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kind of blow me away. If anybody's seen the movie Apollo
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13, Houston, we do have a problem. And,
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the first stat is 75%. 75%
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of b to b buyers, according to Gartner, a big survey they
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did, prefer to have a sales free experience.
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Wow. That sales free. That that's no good.
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That means not a good buying experience. 88%
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of those, buyers this is in a Salesforce dotcomstateofsalessurvey,
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an annual survey with thousands of buyers. 88%
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of b to b buyers will only buy from
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someone they deem to be a trusted adviser, meaning
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they gain trust and they bring advice as part of
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that buying experience. Really, really important. And
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and very few kinda are at that bar. Again, that nasty 75
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percent is kinda hard to run from that. And then the 3rd
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stat is and this one was, done, with a
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study by SBI, another super credible source.
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But what they determined, through their survey was
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59% of the buying influence on the buying decision comes from the
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buying experience, not from the offering itself.
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So buying experience is key. That's the leading
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indicator, you know, to, you know, your win rate, your
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deal cycles, everything going well, getting bonus checks, commissions,
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etcetera. The the whole party really begins
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with creating this amazing buying experience. And right now,
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it's broken. So, my firm, we've invested a lot of
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time, energy, and money in figuring out, hey. What do we do to right size
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this buying experience? We created the first of its kind, a b to
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b buying experience index. And in that, we're
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looking across the buying journey. What are the causal
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factors that you need to influence to drive an
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enhanced buying experience? You know, 1, to use case
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phrase, uncopyable buying experience. How do you do that? How
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do you create a high value buying experience? And, Kaye, thanks for
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your patience, but, I wanna turn the floor to you.
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You know, what do we do here? 1st, why do you wanna create
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an uncopyable buying experience, and then how do we do it? So so over
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to you, Kaye. Sorry to be this one way train. Let's shine
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the spotlight on you. That's right. I love the
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spotlight, actually. And, Bruce, first of all, I wanna say thank you
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for having me on the podcast. I have to say it's been really fun
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to get to know you. It turns out that we have some
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things in common. We live in the Seattle area, and
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both of us got snow this morning, which is pretty unusual,
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so that's kinda cool. I know a lot of people
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that you know because my husband, Steve, has been involved in
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NSA, National Speakers Association. Shep Hyken, a friend of
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ours, you're also, inviting to speak. So I'm gonna say thank you
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for inviting me. I'm gonna give your book a little plug too,
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which I have. If you can see this, inspire
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your buyers. And one thing I like about this
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book before I jump into the uncopyable philosophy is
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that people don't like to be sold. In fact,
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in my sales book, I have a sales book, I tell a story of
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my niece. And when she was about 3, my mom
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would take care of her every every Wednesday, I think it
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was. Every Wednesday, she was, you know, just
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helping my sister-in-law out. And one time she
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told Shauna, my niece Shauna, you need to pick up
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your toys because we're gonna go to the store. And Shauna
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crossed her arms and said, I don't like to be told.
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And I love that because we don't like to be sold. So the
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fact that you frame your book around the buyer,
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getting them to buy, not feeling like they've been sold,
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that is so critical. I did take a few notes
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while you were speaking. You were dominating the conversation.
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Of course. Just kidding. Just kidding. But, you have in
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your book a go to market narrative. And one thing
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that I like you that you said is deceptively
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simple. And that's the thing about sales. I
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think we make it way too complicated. This is a
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human to human interaction, and, really, it's
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pretty shocking about the statistic about how many
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buyers don't even wanna deal with a salesperson. That
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One one thing you didn't include there, Kaye, on that one. Deceptively
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simple, but in that book, I do highlight after that
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one more phrase, but mastered by few.
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I rarely see that happen in the wilds.
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But but, anyways, I'll I'll leave this on that cliffhanger back over to
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you. No. That's okay. Because, you know, I just pulled that
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little excerpt. And yes, you have an entire framework in the book and
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that's, you know, maybe it doesn't seem quite so simple, but
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at its core, it, you know, it's a human to human
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interaction. So when buyers say, I don't wanna
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deal with a salesperson, well, where are they getting their information?
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As Bruce, as you know, I'm suffering from some
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vertigo, which is making it difficult to do everything from
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skiing to walking around my house. So what did
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I do? I go online. I asked AI,
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and I was pretty convinced that I had a brain tumor.
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Because we can all get information online, but
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is it accurate? Does it apply to us? You know, is
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it just making us scared? So what
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you can get online is so incomplete that a
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buyer is really doing themselves a disservice by
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not dealing with a salesperson. I'll tell you. True.
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Yep. Hey. Just a quick one on that. I was doing,
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some work building a story that sizzles, like, what's in
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that book for eBay enterprise. And they, k, they
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had a whole huge automotive division selling cars online.
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And I asked them because I wanna you know, normally, when I start a project,
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I wanna talk with who's doing things right. I mean, how how can we learn
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from that and repeat that and have more consistent results?
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So they said, Bruce, you know, our number one seller of of
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automobiles on eBay is out in Lex or out in
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Atlanta. They're called Lexus of Atlanta. I go, oh, man. I wanna
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talk to those guys. You know? And they're like, oh, yeah. We'll set it up.
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So I talked to the principals of that. 3 of those guys, you know, I
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just called in. They were in their office. I'm not going, guys, I need to
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understand, you know, what's the magic here? What are you guys doing?
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And, one thing I did ask them
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was, you know, of the people that show up
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after purchasing their car, how many people drive away
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with the same car that they purchased online?
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And, Kaye, these guys buy the car on
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eBay. They book a flight. They fly all the way to
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Atlanta. Lexus of Atlanta happens to be right on the train line from
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the airport. There's a train. So they take the train to there
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to pick up the keys to their car so they can drive it home.
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That's it. They've already bought the car. Contract signed, blah blah blah. It's
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already done. How many people do you think drive away from
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with the car that they purchased? That
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exact model? I'm guessing not
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all of them for sure. That'll be my first guess. Not all of them. I
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don't know what the percentage is, but I also have a related story.
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And I would say in the example, that comes to mind,
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maybe 50% k. Great gas.
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Great gas. Yeah. The statistic they gave me was 80%. So
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roughly 4 out of 5 people drive away with what they paid for.
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Contracts already signed. They just need the key. It's done,
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and it's ready for them to go. But, one out of 5,
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when the sellers talk to them, they flip them. And
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and why is that? You know? You know, they'll always go, hey. Wow. That's a
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sweet looking sports car that you bought. Congratulations.
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Tell me a little bit more about your your world. And they're like, oh, well,
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I got the kids and everything. I wanted this for fun. Oh, but
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what about those soccer matches you need to take kids with and and their friends?
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Hey. Guess what? You know, there's actually a minivan that we have here, but it's
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got the sports package. So you could still look cool and take your kids
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to the soccer game. What do you think? Damn. I think my wife would
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be happy with that. Boom. They're driving away with a sports package with a
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minivan versus the sports car that came to to to drive away.
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But, you know, that that that's the magic I have in a beautiful seller. They
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can see things that you don't see, highlight the obvious or the unobvious,
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and and and help get that right fit. You know, there's a role in
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place for sellers. I'll I'll promise you that. But, sadly,
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you know, 75% of buyers don't wanna be dealing with them.
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Right. And it's because they've had bad experiences, and we've all
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had bad experiences. Interesting that you bring up
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automobiles, cars because the phrase used car sales
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man. They usually, they say used car salesman, but now it's
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really used car salesperson. Person. Yeah. And
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and so since we're talking vehicles, I tell a story in the
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book about a woman named Katie O'Neil. Now
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she brands herself as Katie r v O'Neil.
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She has claimed that. You remember that? Yep. I do remember that
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story. Right. So if you search for Katie r
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v O'Neil, she will come up. There are so many things that
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she does right that I can't get into all of it, but I'm going
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to address what you said, and that is that people
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don't know what they want. They think they know what they
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want, but they're not the expert. And
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she was I was just listening to my podcast interview with
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her. I don't unfortunately remember the episode, but look her up on
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the podcast. That is a master course in sales.
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So she, first of all, talks about her moose.
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Now her, moose as we say in
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the framework, and I have if you're looking, I have a big picture of a
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moose. That's what we call your And I want moose hunting, just
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FYI. Yep. In the snow.
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In the snow. So the moose,
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or avatar ideal target
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really determines who you're wanting to
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impress so that they will want to buy. Well, one thing that
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was very interesting is that she said her
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first job is to sell the husband. So this is kinda
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sexist, but, you know, a lot of purchases, home
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purchases, a lot of decisions to buy are made by the women
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in a couple's situation. I don't know about you, Bruce.
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Does your wife make the decisions a lot of time? Oh,
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sadly. Yeah. Or, I mean, sadly, it's probably me.
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But, yeah, I I don't know. We we do a good job of sharing decisions.
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Yeah. Yes. So so her job, a lot of times, she
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does videos, and she's got hundreds of videos
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online. She walks through these RVs. Now I should
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clarify that these are RVs that go from half a
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$1,000,000 to maybe $1,520,000.
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So these aren't your, you know, the RV that you see on
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the road that you can rent that say, we're having fun. Call this number so
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you can rent this RV. Yeah. No. These are luxury
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automobiles. So a lot of times, she said, the men will
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watch these videos and really study them.
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But then the true moose, the one that she has to to,
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convince, persuade is often the woman.
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So they come into the dealership, for example, and like you said,
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they've watched videos online. They think that they want this
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type of RV. But Katie does a great job as
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you alluded to, you know, about asking
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not just what you like and not telling about the fuel
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capacity or, you know, how the sewage works, none of
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that. She talks about the RV from the inside
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out, and all her questions are just what you said.
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What's your lifestyle? Who's gonna be in this RV? Do you like
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to play board games, or do you like to
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go, hunt venison? And you want a place to
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store your half of venison or or whatever.
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Do you want to know where your curling iron is? You know, what
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kind of music do you like? Just everything. What
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how are you using this RV? So she asks
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questions, a lot of questions that they haven't thought of. And
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oftentimes, to your point, they say they want
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this RV. And when she really talks to them, she said, I never
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take them out to the lot till I have this very in-depth
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conversation. And then they go out to the
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lot, and she shows them the models that they are
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interested in. And one thing she does
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is she watches their reaction. You
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know? What do you what do you think when you see these dark cabinets or
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or, you know, whatever the layout. So Yeah. She is
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she calls it exposure sales. So she watches and
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studies their reactions Mhmm. Because, again, the buyer
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doesn't have the information. They are not the expert. They
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need a guide. I love it. I
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absolutely love it. You know, back to our buying experience index.
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Oh my gosh. You know, she's really hitting on a number of these
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things, but gaining trust by being a great listener and and
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discussing what they what they desire, etcetera. I love that exposure,
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Telling, that you talked about. That really gets into for really
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clarifying requirements. And, again, she just sounds like a
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fabulous listener, both eyes and ears, if you would, in terms of what
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what's lighting somebody up and what's gonna bring them joy in their life.
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Yeah. Great, great story. Perfect. It it
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is great. And and, again, I encourage you listening to get that book because
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Yeah. That is just the tip of the iceberg.
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She, before she owns RVs, and that's one
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thing that she recommends. She recommends that if you're gonna sell RVs,
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you should have an RV. So she's very, very knowledgeable.
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She knows her stuff. And when she dealt with
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someone, she found videos online. She called him. He
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never called back. And trust
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to me is being brilliant at the basics.
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And I'm sure you've experienced this, Bruce. You call someone back and they
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say, hey. Thanks for calling me back.
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And you're like, are you kidding? Is that how low the bar is?
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Pretty much. Yeah. Yeah. Yeah. Establishing trust? I'm trying
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to buy from a seller right now, and, yeah, it's
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weeks apart when we talk. It's most bizarre thing in
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in my life. I'm talking to his
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his CEO more than him at at this point in
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time. Yeah. But, yeah, the bar's low. And, yeah, and and there's some
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serious reasons, you know, like we talked about to
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be uncopyable, you know, in relation to improving
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that buying experience. So I love this this vein that we got
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ourselves into. Kaye, this this is absolutely perfect.
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So I think we've probably hit on, you know, some of the why. You know,
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it's your opportunity to stand apart and offering an an awesome buying
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experience. If you do that, you're gonna sell more and sell more often, you know,
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obviously, and probably have more joy and better relationships with the buyers
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who buy from you. If we could, Kaye, let's turn the corner a little
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bit and just get into some of the how, how to think about this. If
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you wanna, you know, create this uncopyable buying experience, you
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know, what what advice would you give to our audience?
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Well, one of the things that we like to say, my husband Steve and
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I, and Steve cowrote this book with me, is that
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oftentimes, almost all the time, a product
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or service can be copied. Unless it's patented
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or unless it's, you know, so brilliant that no one
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can replicate it. Most of what we're selling is copyable.
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So first of all, I really recommend that you clarify
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what your personal branding promise
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is. Now Yeah. Katie, I'm gonna bring her back into the
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picture because she tells people her personal branding
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statement. I do that as well. Her branding statement
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is I want everyone who walks through through these
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doors. I want everyone who walks through these doors
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to be better for the experience. So when
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you tell someone, I promise you that
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this is what I want to do for you. I will not
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sell you the wrong product. I don't want you to be unhappy.
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So one of the branding, strategies
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is to define and and the book takes you through that whole process
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of thinking about what's important to you, what are your values,
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what who are your moose, who are the buyers, And
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how can you focus on them? Again, with a $1,000,000
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RV, you know, we do we often say we don't wanna start with the price.
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We don't wanna lead with price, but you also have to use that price
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to disqualify, qualify. You know, are you prepared
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for a $5,000 a month payment? Things like that.
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So being honest and transparent,
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is huge in building building trust. Yeah. For her, I'd say
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the word integrity as well, you know, based on what you said, just
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that high integrity part of her personal brand.
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So yes. So you listening define your personal
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brand. How do you communicate that to the customer?
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You talk a lot about story. I believe in
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story because people learn through stories,
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you know, everything from the bible to, you know, any
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presentation that you go to, 3 days later,
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what do you remember? I'll guarantee you remember the stories
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better than the points. So so tell
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stories and I encourage you listening, look at your
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history. What stories do you have? I have a
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very famous story that goes back many years
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ago. I was one of the only women working for Walker exhaust.
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I was selling a very glamorous product line,
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automotive mufflers and catalytic converters.
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So I'm obviously being sarcastic. But back
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in that, period of time, here I am selling
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a product I don't know anything about. So I was selling
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to distributors, I asked the distributor who's a
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really great customer of yours, maybe a muffler
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shop, that I can contact and go in and
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ask to spend the day learning from their perspective
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what it's like to deal with our product. That has been
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gold through my career. I still use that story.
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I have the nickname muffler mama, which hopefully was
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an affectionate nickname. That set
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me apart. No other sales rep, male or
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female, and there were only just a few women, no one had
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ever done that. So what does that story represent?
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Obviously, I'm committed to learning about the product from
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the customer's perspective, and then I tell them,
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okay. With what I've learned, I wanna share my knowledge
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with you and and, you know, mesh the 2 together so that we can come
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up with something that will help you. So those are are
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2 of the specific branding promises. Now you might not
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have a story. Well, go make one. Yeah. I've worked with sales
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people and I say have you ever been to the factory? Have you gone out
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in the factory floor? Well, no. I haven't really done that.
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Hey. Create a story. Use a
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success story with a customer like like we talked about.
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If you can come up with dollars and cents. Okay. This machine
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saved them on labor, on materials, on
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time. Here's a little chart explaining
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what that is. So And I'd also mention, Kaye, another
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another thing to add is, I had the CRO from
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Tableau, former CRO, excuse me, on on the show just,
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oh, a little over a month ago. And, there's an episode
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on that. And then she became president of Gong dot io,
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valued about $7,000,000,000 now. But we
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were talking about the importance of that personal story as well. And I know
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you've you know, your book around uncapable you and personal branding, you
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know, I'd encourage, you know, I'm sure Katie's got a really incredible
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personal story. I think yeah. Yeah. In your book, you do highlight that, how
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she was shopping for automobiles when one day, etcetera.
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But, we were talking about just encouraging the development of your
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personal story, which should have the why that relates
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back to the buying experience that you're trying to create, you know, where where your
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buyer would see the relevance in that personal story.
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Right. Yeah. That's a good point that the story isn't just,
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you know, oh, I did this and that and this is what happened. The story
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has to tie into what you want to do for the
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customer. So it's fine. Figuring out your values, what's important to
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you. It's having a story whether it's yours or
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not, and then it's, you know, I we
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talked a little bit beforehand, the know, like, and trust factor.
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We've talked about trust because if you don't trust someone,
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then you're not gonna buy from them, and that to me is pretty
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simple. It's just following up on what you say
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you will do. Being transparent. Bad news
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first is something that I talk with my clients about. There's never
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an advantage for staying silent because you're afraid. You don't
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wanna tell them the truth. So I look at personal branding really
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as a recipe and there are so many components. Those are 3.
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And I'm gonna say one more thing then I wanna hand it back to you.
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But we all have a personal brand.
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And if you think of the brand, I've heard several people
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say this, so I'm not gonna attribute it to anyone. It's
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kind of a comment saying, your personal brand is what people
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say about you when you're not in the room.
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So you can even ask people that know you. How
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would you describe my personal brand? That's a
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great way to take an inventory or whatever, get an
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objective opinion on what you stand for, how people
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see you. K. I'm just showing you on the screen right now.
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Could you highlight even just from a a visual personal
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branding perspective what you've done? That that's really
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impressed me. I interview so many different people as
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part of this show, but you show up, you
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know, your your personal brand visually is
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is just stunning. Can you talk about that and how people could think
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about, you know, just upping their game visually as part of their
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personal brand? I totally
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can. That's a great question. And, yes, if you're watching
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this, you notice one thing. Everything is
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orange. Our products are orange. Our books are
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orange. I'm wearing orange even though one of my
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good friends told me that I don't look that great in orange.
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And I said, too late. I'm all in on orange. It doesn't matter.
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But our new book, Uncopyable You, is how
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to create a personal brand that gets people to know you, to
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like you, to trust you. And this last word is
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so important. This last word,
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be memorable. You want to be Remember. Yeah. You.
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Yes. I've heard so yes. You wanna speak to
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that? Oh, no. No. I I no. I just completely
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agree that, being memorable is just just
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so absolutely critical. That's why that, you know, that that's the that's the
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ultimate. Right. Because they might know,
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like, and trust someone else. And to to
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be known and liked, I just go back to the Dale Carnegie
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book. If you think you can't be liked, all you have to do
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is read that book. That's all. And what it is is
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instead of being interesting, be interested.
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So you do that. You compliment someone's children.
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You you, you know, you listen. What else are you interested
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in? Tell me I wanna understand more about your
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business. And then what sales people are so bad about
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shutting their mouths, being quiet, and just listening.
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So anyway, I I as far as the orange, the
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orange is an anchor. The orange means that
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people will remember us. In fact, we've gotten
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clients because someone has go gone to, I think
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it was an Astros game that their uniforms are orange. I can't remember,
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but we got a client who said, you know, I saw that orange and I
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thought of you. So I have three
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things about me that if you look them up
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online, I'm the only person that shows up.
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So one is the word uncopyable. We've got that. That's our
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brand. We own it. I think there's some rock group or something
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that's very small time that has uncopyable.com, so we couldn't
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get it. But that word uncopyable, if you type that into Amazon,
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we're the only thing that comes up. I wear orange. I also
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have the nickname muffler mama. So
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I challenge you listening. What are three
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things that people can say about you that they can't say
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about anyone else? And so that is really the
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memorable part. And there are other things that you can do to be
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00:29:28,795 --> 00:29:32,390
memorable, but I would start there because you want
468
00:29:32,390 --> 00:29:36,230
people to remember you and you wanna separate yourself from
469
00:29:36,230 --> 00:29:39,910
all the other choices that they have. That's
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00:29:39,910 --> 00:29:43,670
perfect. Well, Kaye, you did give us just some ideas on on how
471
00:29:43,670 --> 00:29:47,325
to get rolling here, and it is kinda coming up with those descriptive
472
00:29:47,325 --> 00:29:50,765
words and also thinking about your values that you talked about as
473
00:29:50,765 --> 00:29:54,125
well. And that's what I was doing over the weekend, which
474
00:29:54,125 --> 00:29:57,965
fostered me to work on my personal branding statement again. And,
475
00:29:58,125 --> 00:30:01,610
I I must confess in my opinion and Chat GPTs
476
00:30:01,910 --> 00:30:05,510
and Claude's. I think we upped the game a little bit on,
477
00:30:05,830 --> 00:30:09,450
on on my personal branding, but thanks to your you and Steve's provocations
478
00:30:09,590 --> 00:30:13,065
from the book. As part of next steps, you know, I I'd
479
00:30:13,225 --> 00:30:16,904
love to recommend to the audience, definitely grab a copy of your book
480
00:30:16,904 --> 00:30:20,264
and and use it, you know, cuddle up with it on a weekend like I
481
00:30:20,264 --> 00:30:23,945
did. What else would you say, Kaye, that people could think
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00:30:23,945 --> 00:30:27,610
about? Well, one thing as far as
483
00:30:27,610 --> 00:30:31,450
determining your your personal brand, I like the idea of
484
00:30:31,450 --> 00:30:35,130
asking other people how do you see me. Yes.
485
00:30:35,130 --> 00:30:38,490
So that is, you know, really when it comes
486
00:30:38,490 --> 00:30:42,215
to right down to it. At the end of the day, which is such
487
00:30:42,215 --> 00:30:45,895
an overused phrase, I hate to use it, but at the end of
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00:30:45,895 --> 00:30:49,654
the day, you know, you need to be the package that
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00:30:49,654 --> 00:30:53,495
they will choose. And I have so many examples and you
490
00:30:53,495 --> 00:30:57,260
mentioned this too that people won't always buy the
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00:30:57,260 --> 00:31:00,940
cheapest product. They'll pay a premium. They
492
00:31:00,940 --> 00:31:04,700
won't even maybe buy the very best product. In the book in
493
00:31:04,700 --> 00:31:08,375
my first book, Uncopyable Sales Secrets, I quote a
494
00:31:08,375 --> 00:31:12,054
distributor sales person, he's a man, but he
495
00:31:12,054 --> 00:31:15,655
says to his customers, what is a lower price
496
00:31:15,655 --> 00:31:19,335
gonna help do for you? What's a lower price gonna do for you? How will
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00:31:19,335 --> 00:31:22,960
that help you if you run out of product? Or if you have to
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00:31:22,960 --> 00:31:26,260
carry so much inventory that your money is tied up
499
00:31:26,320 --> 00:31:29,860
in that. So I think it's really
500
00:31:30,400 --> 00:31:34,000
analyzing your customers and again the moves where they're coming
501
00:31:34,000 --> 00:31:37,654
from. One of our clients was, selling to a
502
00:31:37,654 --> 00:31:41,274
market where several of the people he was working
503
00:31:41,335 --> 00:31:45,034
with, they wanted to retire. They wanted to sell the business.
504
00:31:45,255 --> 00:31:48,715
So how do you sell them on the value of buying new machinery?
505
00:31:49,095 --> 00:31:52,490
Well, what's the business gonna be worth when you sell it?
506
00:31:52,870 --> 00:31:55,850
It's gonna be worth more if you have updated equipment
507
00:31:56,390 --> 00:32:00,150
and, you know, you have something that's sufficient and will be, you
508
00:32:00,150 --> 00:32:03,669
know, irresistible to someone who wants to buy it.
509
00:32:03,669 --> 00:32:07,375
So so as far as next steps, I know there's a fairly nebulous
510
00:32:07,435 --> 00:32:11,275
and and a lot of things that you, need to think about. But
511
00:32:11,275 --> 00:32:15,115
it really that part of it comes down to getting to know
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00:32:15,115 --> 00:32:18,895
the customer and not asking what do you need.
513
00:32:19,250 --> 00:32:22,470
You know, you can ask them, what does the win look like to you?
514
00:32:22,770 --> 00:32:26,610
And, you know, you can talk about, you know, cost
515
00:32:26,610 --> 00:32:29,730
versus value. Okay. Mine will
516
00:32:30,530 --> 00:32:33,975
you know, the price is higher, but what will
517
00:32:33,975 --> 00:32:37,815
a, you know, an inferior product do for
518
00:32:37,815 --> 00:32:40,795
you value wise over the long term?
519
00:32:41,255 --> 00:32:45,035
Absolutely. Yeah. Too true. Too true. And and the great the greatest
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00:32:45,809 --> 00:32:49,570
name of my firm, Kaye, is ValuePros. The greatest ValuePros will connect
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00:32:49,570 --> 00:32:53,330
those value dots and and really help see more than
522
00:32:53,330 --> 00:32:57,090
just the the, you know, kind of the base price of something. What's
523
00:32:57,090 --> 00:33:00,450
the value associated with that? One of our affiliates, he's,
524
00:33:01,315 --> 00:33:04,915
former head of global value for SKF selling ball
525
00:33:04,915 --> 00:33:08,755
bearings into manufacturing. And those ball bearings, you know, at
526
00:33:08,755 --> 00:33:12,515
a at a minimum or 1.5 times the price
527
00:33:12,515 --> 00:33:16,195
of the next best alternative ball bearing for those manufacturing use
528
00:33:16,195 --> 00:33:19,820
cases. But, believe me, they've gotten really good
529
00:33:19,820 --> 00:33:23,500
at showcasing, hey. It's not about price. You know, it's
530
00:33:23,500 --> 00:33:27,020
about cost, and what's it really costing you, the lifetime of a
531
00:33:27,020 --> 00:33:30,720
machine, and and what's a good ball bearing doing for you, and all the services
532
00:33:30,780 --> 00:33:34,495
around that, etcetera. So, yeah, you really got you know, again, that's
533
00:33:34,495 --> 00:33:38,275
part of that, you know, driving that wonderful uncopyable
534
00:33:38,735 --> 00:33:42,335
buying experience. Okay. Let's, let's wrap up
535
00:33:42,335 --> 00:33:46,095
here. I just wanna encourage everybody. Grab a copy of the book. It's
536
00:33:46,095 --> 00:33:49,530
just really well written. These guys write well. I
537
00:33:49,530 --> 00:33:53,050
promise you that. So, you can grab it on
538
00:33:53,050 --> 00:33:56,430
Amazon. You know, it's there, and
539
00:33:57,130 --> 00:34:00,735
connect with Kaye on LinkedIn as well. Kaye
540
00:34:00,735 --> 00:34:04,255
does write on LinkedIn and posts, and and you'll wanna be part
541
00:34:04,255 --> 00:34:07,855
of a just, her her her stream and making
542
00:34:07,855 --> 00:34:11,054
sure you're you're keeping up with her because she's one of the thought leaders in
543
00:34:11,054 --> 00:34:14,590
in the industry. So, Kaye, thanks so much for being on the show.
544
00:34:14,590 --> 00:34:18,270
Anything else you wanna say before we part? Yeah. I have
545
00:34:18,270 --> 00:34:21,949
one closing thought, and you're you're asking what can the listeners do
546
00:34:21,949 --> 00:34:25,784
right now? One exercise that I really like is
547
00:34:25,784 --> 00:34:29,625
to say, go to one of your customers, a customer that
548
00:34:29,625 --> 00:34:33,304
that you work well with, that really values, has an acknowledged need
549
00:34:33,304 --> 00:34:36,925
for what you're selling, relates to you and understands
550
00:34:37,065 --> 00:34:40,530
what your your value is, and say, why do you buy from
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00:34:40,530 --> 00:34:44,290
me? I'd like to know because I'm not the cheapest. I'm
552
00:34:44,290 --> 00:34:47,750
not the you know, maybe byproduct is good enough.
553
00:34:48,290 --> 00:34:52,130
Why do you buy from me in particular? And that's
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00:34:52,130 --> 00:34:55,755
gonna give you such great ammo to
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00:34:55,815 --> 00:34:59,655
present your solution to other prospects in a way
556
00:34:59,655 --> 00:35:03,495
that they're gonna say, yeah. Those are valid points.
557
00:35:03,495 --> 00:35:06,990
I wanna look at it like that too. Yeah. I strongly
558
00:35:07,050 --> 00:35:10,650
encourage that outside in is what I call it, outside in insight. But,
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00:35:10,650 --> 00:35:14,190
yeah, invaluable. And and, Kaye, I did do that as well, went through
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00:35:14,410 --> 00:35:18,250
what people had said about me to to on on the personal brand per
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00:35:18,250 --> 00:35:21,825
your provocation in the book over the weekend. So anyways,
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00:35:21,965 --> 00:35:25,725
Kaye, thanks so much for being part of the show for, what a blessing. Thanks
563
00:35:25,725 --> 00:35:29,165
so much. I really appreciate it, Bruce. Thank
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00:35:29,165 --> 00:35:32,925
you. That was an incredible conversation with Kaye Miller on creating
565
00:35:32,925 --> 00:35:36,440
an uncopyable buying experience. One of my biggest
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00:35:36,440 --> 00:35:40,119
takeaways, people don't wanna be sold to, but
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00:35:40,119 --> 00:35:43,740
they do want help buying. And as Kay pointed out,
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00:35:44,040 --> 00:35:47,660
the best sellers aren't just offering products. They're creating
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00:35:47,720 --> 00:35:50,805
experiences that build trust and make buying easy.
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00:35:51,684 --> 00:35:55,464
If you wanna take your personal brand and buying experience to the next level,
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00:35:55,684 --> 00:35:59,444
grab Kaye's book, Uncopyable You. And for a hands
572
00:35:59,444 --> 00:36:03,285
on approach, check out her free 5 day email series
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00:36:03,285 --> 00:36:07,030
on personal branding at be
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00:36:07,030 --> 00:36:07,530
uncopyable.comforward/5hyphen
575
00:36:12,070 --> 00:36:15,589
emails. You can also connect with Kaye on LinkedIn at
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00:36:15,589 --> 00:36:18,805
linkedin.comforward/ inforward/millerk,
577
00:36:21,585 --> 00:36:25,205
and check out her uncopyable women in business podcast
578
00:36:26,065 --> 00:36:27,045
at uncopyablesales.comforward/podcast.
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00:36:30,385 --> 00:36:33,820
Have questions? Reach out to Kay directly at
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00:36:34,120 --> 00:36:34,620
k@beuncopyable.com.
581
00:36:37,880 --> 00:36:41,420
If you enjoyed this episode, please like and subscribe to the ValuePro
582
00:36:41,560 --> 00:36:45,240
Show. And if you're feeling kind, please leave us a review so
583
00:36:45,240 --> 00:36:48,155
others can find and enjoy it too. Thanks for
584
00:36:49,655 --> 00:36:50,405
tuning in.
00:00:01,920 --> 00:00:05,359
Welcome to the ValuePro Show, where value pros get value
2
00:00:05,359 --> 00:00:05,859
ready.
3
00:00:09,200 --> 00:00:12,895
My name is Bruce Shearer, the host of the ValuePro Show. In this episode,
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00:00:12,895 --> 00:00:16,515
we're talking with Kay Miller, a sales expert, speaker,
5
00:00:16,655 --> 00:00:20,275
and coauthor of a book I just love called Uncopyable
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You. Kay is known for helping professionals build personal
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brands that stand out and more importantly, create memorable and
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high value buying experiences that keep customers coming back.
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Kaye will share how you can build trust, engage buyers in a
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way that feels natural, not salesy, and create an uncopyable
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00:00:39,940 --> 00:00:43,515
buying experience that turns prospects into lifelong customers.
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00:00:43,815 --> 00:00:47,575
Let's get into it. Okay. Thanks so much for joining
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00:00:47,575 --> 00:00:50,955
the ValuePro Show. I'm so happy to have you here.
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00:00:51,335 --> 00:00:54,855
And I must admit, I I bought your book a few months ago, read it,
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loved it. And then over this last weekend, I was just
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00:00:58,270 --> 00:01:01,870
reading it pretty much the whole weekend just getting ready for this
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00:01:01,870 --> 00:01:05,090
interview. I didn't wanna blow it because I've got the uncopyable
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00:01:05,470 --> 00:01:08,990
k here with me and just wanted to make sure this thing
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rocks. So, anyways, because of that, I
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literally started redoing my whole personal brand statement.
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What what a wonderful thing. So for everybody tuning
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00:01:20,065 --> 00:01:23,825
in, Kay Miller and her husband, Steve Miller, wrote this
23
00:01:23,825 --> 00:01:26,770
book called uncopyable you. I
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00:01:27,190 --> 00:01:30,330
absolutely love it. Just the title of it. Uncopyable.
25
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What a big idea. How do you stand apart from
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00:01:34,630 --> 00:01:38,355
the pack, but in a way that's uncopyable? You
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know, again, lovely, lovely theme, and and the book's
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just a dream. Really well written. Not their first rodeo. Speaking of
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rodeos, you can see me on Vashon Island this morning wearing a
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cowboy hat. I was out moose hunting a little bit, and that's one
31
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of the metaphors that they use in their book, which I absolutely
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love, hunting that moose and building your personal brand and
33
00:02:00,810 --> 00:02:04,490
and probably even more importantly, your personal brand strategy, how you're
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gonna take action around that and really landing
35
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with with your moose. You know, I'd, you know, I e your ideal
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00:02:11,805 --> 00:02:15,025
customer profile. So I I really love that.
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00:02:15,565 --> 00:02:19,265
K. Before we jump in and get your point of view, I wanted to highlight
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for the audience 3 key statistics that just
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kind of blow me away. If anybody's seen the movie Apollo
40
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13, Houston, we do have a problem. And,
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the first stat is 75%. 75%
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of b to b buyers, according to Gartner, a big survey they
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00:02:37,555 --> 00:02:40,775
did, prefer to have a sales free experience.
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Wow. That sales free. That that's no good.
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That means not a good buying experience. 88%
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of those, buyers this is in a Salesforce dotcomstateofsalessurvey,
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an annual survey with thousands of buyers. 88%
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of b to b buyers will only buy from
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someone they deem to be a trusted adviser, meaning
50
00:03:06,185 --> 00:03:09,865
they gain trust and they bring advice as part of
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that buying experience. Really, really important. And
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and very few kinda are at that bar. Again, that nasty 75
53
00:03:17,310 --> 00:03:20,830
percent is kinda hard to run from that. And then the 3rd
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stat is and this one was, done, with a
55
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study by SBI, another super credible source.
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But what they determined, through their survey was
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59% of the buying influence on the buying decision comes from the
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buying experience, not from the offering itself.
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So buying experience is key. That's the leading
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indicator, you know, to, you know, your win rate, your
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deal cycles, everything going well, getting bonus checks, commissions,
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etcetera. The the whole party really begins
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with creating this amazing buying experience. And right now,
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it's broken. So, my firm, we've invested a lot of
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time, energy, and money in figuring out, hey. What do we do to right size
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this buying experience? We created the first of its kind, a b to
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b buying experience index. And in that, we're
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looking across the buying journey. What are the causal
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factors that you need to influence to drive an
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enhanced buying experience? You know, 1, to use case
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phrase, uncopyable buying experience. How do you do that? How
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do you create a high value buying experience? And, Kaye, thanks for
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00:04:31,865 --> 00:04:35,565
your patience, but, I wanna turn the floor to you.
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You know, what do we do here? 1st, why do you wanna create
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00:04:40,360 --> 00:04:44,199
an uncopyable buying experience, and then how do we do it? So so over
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to you, Kaye. Sorry to be this one way train. Let's shine
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the spotlight on you. That's right. I love the
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spotlight, actually. And, Bruce, first of all, I wanna say thank you
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for having me on the podcast. I have to say it's been really fun
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to get to know you. It turns out that we have some
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things in common. We live in the Seattle area, and
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both of us got snow this morning, which is pretty unusual,
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so that's kinda cool. I know a lot of people
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that you know because my husband, Steve, has been involved in
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00:05:19,290 --> 00:05:23,025
NSA, National Speakers Association. Shep Hyken, a friend of
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00:05:23,025 --> 00:05:26,785
ours, you're also, inviting to speak. So I'm gonna say thank you
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00:05:26,785 --> 00:05:30,544
for inviting me. I'm gonna give your book a little plug too,
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00:05:30,544 --> 00:05:33,925
which I have. If you can see this, inspire
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00:05:34,785 --> 00:05:38,350
your buyers. And one thing I like about this
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00:05:38,350 --> 00:05:41,950
book before I jump into the uncopyable philosophy is
91
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that people don't like to be sold. In fact,
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00:05:45,630 --> 00:05:49,405
in my sales book, I have a sales book, I tell a story of
93
00:05:49,405 --> 00:05:52,765
my niece. And when she was about 3, my mom
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00:05:52,765 --> 00:05:56,125
would take care of her every every Wednesday, I think it
95
00:05:56,125 --> 00:05:59,885
was. Every Wednesday, she was, you know, just
96
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helping my sister-in-law out. And one time she
97
00:06:03,630 --> 00:06:07,470
told Shauna, my niece Shauna, you need to pick up
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00:06:07,470 --> 00:06:10,850
your toys because we're gonna go to the store. And Shauna
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00:06:11,230 --> 00:06:14,530
crossed her arms and said, I don't like to be told.
100
00:06:16,315 --> 00:06:20,155
And I love that because we don't like to be sold. So the
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00:06:20,155 --> 00:06:23,695
fact that you frame your book around the buyer,
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00:06:24,155 --> 00:06:27,935
getting them to buy, not feeling like they've been sold,
103
00:06:28,475 --> 00:06:32,139
that is so critical. I did take a few notes
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while you were speaking. You were dominating the conversation.
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00:06:36,460 --> 00:06:40,220
Of course. Just kidding. Just kidding. But, you have in
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your book a go to market narrative. And one thing
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that I like you that you said is deceptively
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simple. And that's the thing about sales. I
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think we make it way too complicated. This is a
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human to human interaction, and, really, it's
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pretty shocking about the statistic about how many
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00:07:02,240 --> 00:07:06,080
buyers don't even wanna deal with a salesperson. That
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One one thing you didn't include there, Kaye, on that one. Deceptively
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simple, but in that book, I do highlight after that
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one more phrase, but mastered by few.
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I rarely see that happen in the wilds.
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But but, anyways, I'll I'll leave this on that cliffhanger back over to
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you. No. That's okay. Because, you know, I just pulled that
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little excerpt. And yes, you have an entire framework in the book and
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that's, you know, maybe it doesn't seem quite so simple, but
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at its core, it, you know, it's a human to human
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interaction. So when buyers say, I don't wanna
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deal with a salesperson, well, where are they getting their information?
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As Bruce, as you know, I'm suffering from some
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vertigo, which is making it difficult to do everything from
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skiing to walking around my house. So what did
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I do? I go online. I asked AI,
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and I was pretty convinced that I had a brain tumor.
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Because we can all get information online, but
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is it accurate? Does it apply to us? You know, is
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it just making us scared? So what
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you can get online is so incomplete that a
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buyer is really doing themselves a disservice by
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not dealing with a salesperson. I'll tell you. True.
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Yep. Hey. Just a quick one on that. I was doing,
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some work building a story that sizzles, like, what's in
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that book for eBay enterprise. And they, k, they
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had a whole huge automotive division selling cars online.
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And I asked them because I wanna you know, normally, when I start a project,
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I wanna talk with who's doing things right. I mean, how how can we learn
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from that and repeat that and have more consistent results?
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So they said, Bruce, you know, our number one seller of of
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automobiles on eBay is out in Lex or out in
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Atlanta. They're called Lexus of Atlanta. I go, oh, man. I wanna
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talk to those guys. You know? And they're like, oh, yeah. We'll set it up.
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So I talked to the principals of that. 3 of those guys, you know, I
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just called in. They were in their office. I'm not going, guys, I need to
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understand, you know, what's the magic here? What are you guys doing?
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And, one thing I did ask them
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was, you know, of the people that show up
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after purchasing their car, how many people drive away
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with the same car that they purchased online?
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And, Kaye, these guys buy the car on
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eBay. They book a flight. They fly all the way to
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Atlanta. Lexus of Atlanta happens to be right on the train line from
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the airport. There's a train. So they take the train to there
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to pick up the keys to their car so they can drive it home.
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That's it. They've already bought the car. Contract signed, blah blah blah. It's
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already done. How many people do you think drive away from
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with the car that they purchased? That
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exact model? I'm guessing not
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all of them for sure. That'll be my first guess. Not all of them. I
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don't know what the percentage is, but I also have a related story.
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And I would say in the example, that comes to mind,
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maybe 50% k. Great gas.
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Great gas. Yeah. The statistic they gave me was 80%. So
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roughly 4 out of 5 people drive away with what they paid for.
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Contracts already signed. They just need the key. It's done,
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and it's ready for them to go. But, one out of 5,
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when the sellers talk to them, they flip them. And
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and why is that? You know? You know, they'll always go, hey. Wow. That's a
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sweet looking sports car that you bought. Congratulations.
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Tell me a little bit more about your your world. And they're like, oh, well,
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I got the kids and everything. I wanted this for fun. Oh, but
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what about those soccer matches you need to take kids with and and their friends?
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Hey. Guess what? You know, there's actually a minivan that we have here, but it's
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got the sports package. So you could still look cool and take your kids
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to the soccer game. What do you think? Damn. I think my wife would
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be happy with that. Boom. They're driving away with a sports package with a
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minivan versus the sports car that came to to to drive away.
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But, you know, that that that's the magic I have in a beautiful seller. They
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can see things that you don't see, highlight the obvious or the unobvious,
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and and and help get that right fit. You know, there's a role in
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place for sellers. I'll I'll promise you that. But, sadly,
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you know, 75% of buyers don't wanna be dealing with them.
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Right. And it's because they've had bad experiences, and we've all
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had bad experiences. Interesting that you bring up
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automobiles, cars because the phrase used car sales
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man. They usually, they say used car salesman, but now it's
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really used car salesperson. Person. Yeah. And
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and so since we're talking vehicles, I tell a story in the
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book about a woman named Katie O'Neil. Now
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she brands herself as Katie r v O'Neil.
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She has claimed that. You remember that? Yep. I do remember that
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story. Right. So if you search for Katie r
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v O'Neil, she will come up. There are so many things that
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she does right that I can't get into all of it, but I'm going
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to address what you said, and that is that people
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don't know what they want. They think they know what they
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want, but they're not the expert. And
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she was I was just listening to my podcast interview with
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her. I don't unfortunately remember the episode, but look her up on
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the podcast. That is a master course in sales.
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So she, first of all, talks about her moose.
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Now her, moose as we say in
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the framework, and I have if you're looking, I have a big picture of a
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moose. That's what we call your And I want moose hunting, just
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FYI. Yep. In the snow.
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In the snow. So the moose,
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or avatar ideal target
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really determines who you're wanting to
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impress so that they will want to buy. Well, one thing that
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was very interesting is that she said her
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first job is to sell the husband. So this is kinda
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sexist, but, you know, a lot of purchases, home
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purchases, a lot of decisions to buy are made by the women
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in a couple's situation. I don't know about you, Bruce.
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Does your wife make the decisions a lot of time? Oh,
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sadly. Yeah. Or, I mean, sadly, it's probably me.
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But, yeah, I I don't know. We we do a good job of sharing decisions.
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Yeah. Yes. So so her job, a lot of times, she
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does videos, and she's got hundreds of videos
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online. She walks through these RVs. Now I should
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clarify that these are RVs that go from half a
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$1,000,000 to maybe $1,520,000.
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So these aren't your, you know, the RV that you see on
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the road that you can rent that say, we're having fun. Call this number so
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you can rent this RV. Yeah. No. These are luxury
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automobiles. So a lot of times, she said, the men will
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watch these videos and really study them.
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But then the true moose, the one that she has to to,
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convince, persuade is often the woman.
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So they come into the dealership, for example, and like you said,
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they've watched videos online. They think that they want this
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type of RV. But Katie does a great job as
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you alluded to, you know, about asking
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not just what you like and not telling about the fuel
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capacity or, you know, how the sewage works, none of
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that. She talks about the RV from the inside
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out, and all her questions are just what you said.
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What's your lifestyle? Who's gonna be in this RV? Do you like
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to play board games, or do you like to
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go, hunt venison? And you want a place to
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store your half of venison or or whatever.
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Do you want to know where your curling iron is? You know, what
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kind of music do you like? Just everything. What
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how are you using this RV? So she asks
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questions, a lot of questions that they haven't thought of. And
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oftentimes, to your point, they say they want
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this RV. And when she really talks to them, she said, I never
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take them out to the lot till I have this very in-depth
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conversation. And then they go out to the
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lot, and she shows them the models that they are
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interested in. And one thing she does
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is she watches their reaction. You
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know? What do you what do you think when you see these dark cabinets or
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or, you know, whatever the layout. So Yeah. She is
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she calls it exposure sales. So she watches and
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studies their reactions Mhmm. Because, again, the buyer
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doesn't have the information. They are not the expert. They
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need a guide. I love it. I
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absolutely love it. You know, back to our buying experience index.
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Oh my gosh. You know, she's really hitting on a number of these
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things, but gaining trust by being a great listener and and
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discussing what they what they desire, etcetera. I love that exposure,
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Telling, that you talked about. That really gets into for really
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clarifying requirements. And, again, she just sounds like a
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fabulous listener, both eyes and ears, if you would, in terms of what
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what's lighting somebody up and what's gonna bring them joy in their life.
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Yeah. Great, great story. Perfect. It it
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is great. And and, again, I encourage you listening to get that book because
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Yeah. That is just the tip of the iceberg.
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She, before she owns RVs, and that's one
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thing that she recommends. She recommends that if you're gonna sell RVs,
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you should have an RV. So she's very, very knowledgeable.
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She knows her stuff. And when she dealt with
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someone, she found videos online. She called him. He
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never called back. And trust
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to me is being brilliant at the basics.
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And I'm sure you've experienced this, Bruce. You call someone back and they
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say, hey. Thanks for calling me back.
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And you're like, are you kidding? Is that how low the bar is?
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Pretty much. Yeah. Yeah. Yeah. Establishing trust? I'm trying
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to buy from a seller right now, and, yeah, it's
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weeks apart when we talk. It's most bizarre thing in
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in my life. I'm talking to his
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his CEO more than him at at this point in
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time. Yeah. But, yeah, the bar's low. And, yeah, and and there's some
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serious reasons, you know, like we talked about to
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be uncopyable, you know, in relation to improving
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that buying experience. So I love this this vein that we got
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ourselves into. Kaye, this this is absolutely perfect.
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So I think we've probably hit on, you know, some of the why. You know,
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it's your opportunity to stand apart and offering an an awesome buying
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experience. If you do that, you're gonna sell more and sell more often, you know,
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obviously, and probably have more joy and better relationships with the buyers
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who buy from you. If we could, Kaye, let's turn the corner a little
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bit and just get into some of the how, how to think about this. If
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you wanna, you know, create this uncopyable buying experience, you
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know, what what advice would you give to our audience?
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Well, one of the things that we like to say, my husband Steve and
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I, and Steve cowrote this book with me, is that
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oftentimes, almost all the time, a product
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or service can be copied. Unless it's patented
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or unless it's, you know, so brilliant that no one
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can replicate it. Most of what we're selling is copyable.
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So first of all, I really recommend that you clarify
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what your personal branding promise
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is. Now Yeah. Katie, I'm gonna bring her back into the
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picture because she tells people her personal branding
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statement. I do that as well. Her branding statement
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is I want everyone who walks through through these
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doors. I want everyone who walks through these doors
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to be better for the experience. So when
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you tell someone, I promise you that
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this is what I want to do for you. I will not
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sell you the wrong product. I don't want you to be unhappy.
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So one of the branding, strategies
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is to define and and the book takes you through that whole process
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of thinking about what's important to you, what are your values,
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what who are your moose, who are the buyers, And
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how can you focus on them? Again, with a $1,000,000
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RV, you know, we do we often say we don't wanna start with the price.
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We don't wanna lead with price, but you also have to use that price
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to disqualify, qualify. You know, are you prepared
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for a $5,000 a month payment? Things like that.
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So being honest and transparent,
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is huge in building building trust. Yeah. For her, I'd say
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the word integrity as well, you know, based on what you said, just
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that high integrity part of her personal brand.
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So yes. So you listening define your personal
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brand. How do you communicate that to the customer?
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You talk a lot about story. I believe in
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story because people learn through stories,
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you know, everything from the bible to, you know, any
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presentation that you go to, 3 days later,
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what do you remember? I'll guarantee you remember the stories
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better than the points. So so tell
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stories and I encourage you listening, look at your
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history. What stories do you have? I have a
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very famous story that goes back many years
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ago. I was one of the only women working for Walker exhaust.
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I was selling a very glamorous product line,
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automotive mufflers and catalytic converters.
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So I'm obviously being sarcastic. But back
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in that, period of time, here I am selling
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a product I don't know anything about. So I was selling
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to distributors, I asked the distributor who's a
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really great customer of yours, maybe a muffler
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shop, that I can contact and go in and
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ask to spend the day learning from their perspective
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what it's like to deal with our product. That has been
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gold through my career. I still use that story.
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I have the nickname muffler mama, which hopefully was
355
00:22:24,345 --> 00:22:28,025
an affectionate nickname. That set
356
00:22:28,025 --> 00:22:31,705
me apart. No other sales rep, male or
357
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female, and there were only just a few women, no one had
358
00:22:35,510 --> 00:22:38,650
ever done that. So what does that story represent?
359
00:22:39,590 --> 00:22:43,350
Obviously, I'm committed to learning about the product from
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the customer's perspective, and then I tell them,
361
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okay. With what I've learned, I wanna share my knowledge
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00:22:51,215 --> 00:22:54,975
with you and and, you know, mesh the 2 together so that we can come
363
00:22:54,975 --> 00:22:58,815
up with something that will help you. So those are are
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2 of the specific branding promises. Now you might not
365
00:23:02,550 --> 00:23:06,390
have a story. Well, go make one. Yeah. I've worked with sales
366
00:23:06,390 --> 00:23:09,830
people and I say have you ever been to the factory? Have you gone out
367
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in the factory floor? Well, no. I haven't really done that.
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00:23:13,590 --> 00:23:17,185
Hey. Create a story. Use a
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success story with a customer like like we talked about.
370
00:23:21,105 --> 00:23:24,805
If you can come up with dollars and cents. Okay. This machine
371
00:23:25,345 --> 00:23:28,900
saved them on labor, on materials, on
372
00:23:28,900 --> 00:23:32,040
time. Here's a little chart explaining
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00:23:32,580 --> 00:23:36,260
what that is. So And I'd also mention, Kaye, another
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00:23:36,260 --> 00:23:40,020
another thing to add is, I had the CRO from
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00:23:40,020 --> 00:23:43,774
Tableau, former CRO, excuse me, on on the show just,
376
00:23:43,774 --> 00:23:47,554
oh, a little over a month ago. And, there's an episode
377
00:23:47,615 --> 00:23:51,235
on that. And then she became president of Gong dot io,
378
00:23:51,855 --> 00:23:55,610
valued about $7,000,000,000 now. But we
379
00:23:55,610 --> 00:23:59,450
were talking about the importance of that personal story as well. And I know
380
00:23:59,450 --> 00:24:03,289
you've you know, your book around uncapable you and personal branding, you
381
00:24:03,289 --> 00:24:06,830
know, I'd encourage, you know, I'm sure Katie's got a really incredible
382
00:24:06,970 --> 00:24:10,534
personal story. I think yeah. Yeah. In your book, you do highlight that, how
383
00:24:10,534 --> 00:24:13,995
she was shopping for automobiles when one day, etcetera.
384
00:24:14,934 --> 00:24:18,774
But, we were talking about just encouraging the development of your
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00:24:18,774 --> 00:24:22,420
personal story, which should have the why that relates
386
00:24:22,420 --> 00:24:26,260
back to the buying experience that you're trying to create, you know, where where your
387
00:24:26,260 --> 00:24:29,080
buyer would see the relevance in that personal story.
388
00:24:31,300 --> 00:24:34,965
Right. Yeah. That's a good point that the story isn't just,
389
00:24:35,365 --> 00:24:39,125
you know, oh, I did this and that and this is what happened. The story
390
00:24:39,125 --> 00:24:42,645
has to tie into what you want to do for the
391
00:24:42,645 --> 00:24:46,164
customer. So it's fine. Figuring out your values, what's important to
392
00:24:46,164 --> 00:24:49,605
you. It's having a story whether it's yours or
393
00:24:49,605 --> 00:24:53,309
not, and then it's, you know, I we
394
00:24:53,309 --> 00:24:57,009
talked a little bit beforehand, the know, like, and trust factor.
395
00:24:57,230 --> 00:25:00,690
We've talked about trust because if you don't trust someone,
396
00:25:01,149 --> 00:25:04,830
then you're not gonna buy from them, and that to me is pretty
397
00:25:04,830 --> 00:25:08,674
simple. It's just following up on what you say
398
00:25:08,674 --> 00:25:12,275
you will do. Being transparent. Bad news
399
00:25:12,275 --> 00:25:16,035
first is something that I talk with my clients about. There's never
400
00:25:16,035 --> 00:25:19,790
an advantage for staying silent because you're afraid. You don't
401
00:25:19,790 --> 00:25:23,630
wanna tell them the truth. So I look at personal branding really
402
00:25:23,630 --> 00:25:27,390
as a recipe and there are so many components. Those are 3.
403
00:25:27,390 --> 00:25:30,350
And I'm gonna say one more thing then I wanna hand it back to you.
404
00:25:30,350 --> 00:25:33,405
But we all have a personal brand.
405
00:25:34,025 --> 00:25:37,785
And if you think of the brand, I've heard several people
406
00:25:37,785 --> 00:25:41,545
say this, so I'm not gonna attribute it to anyone. It's
407
00:25:41,545 --> 00:25:45,305
kind of a comment saying, your personal brand is what people
408
00:25:45,305 --> 00:25:48,260
say about you when you're not in the room.
409
00:25:49,120 --> 00:25:52,880
So you can even ask people that know you. How
410
00:25:52,880 --> 00:25:56,720
would you describe my personal brand? That's a
411
00:25:56,720 --> 00:26:00,105
great way to take an inventory or whatever, get an
412
00:26:00,105 --> 00:26:03,865
objective opinion on what you stand for, how people
413
00:26:03,865 --> 00:26:07,565
see you. K. I'm just showing you on the screen right now.
414
00:26:07,865 --> 00:26:11,305
Could you highlight even just from a a visual personal
415
00:26:11,305 --> 00:26:14,880
branding perspective what you've done? That that's really
416
00:26:14,880 --> 00:26:18,640
impressed me. I interview so many different people as
417
00:26:18,640 --> 00:26:22,480
part of this show, but you show up, you
418
00:26:22,480 --> 00:26:26,320
know, your your personal brand visually is
419
00:26:26,320 --> 00:26:30,145
is just stunning. Can you talk about that and how people could think
420
00:26:30,145 --> 00:26:33,985
about, you know, just upping their game visually as part of their
421
00:26:33,985 --> 00:26:37,365
personal brand? I totally
422
00:26:37,505 --> 00:26:41,265
can. That's a great question. And, yes, if you're watching
423
00:26:41,265 --> 00:26:44,770
this, you notice one thing. Everything is
424
00:26:44,770 --> 00:26:48,210
orange. Our products are orange. Our books are
425
00:26:48,210 --> 00:26:51,650
orange. I'm wearing orange even though one of my
426
00:26:51,650 --> 00:26:55,350
good friends told me that I don't look that great in orange.
427
00:26:55,675 --> 00:26:59,455
And I said, too late. I'm all in on orange. It doesn't matter.
428
00:27:01,675 --> 00:27:05,515
But our new book, Uncopyable You, is how
429
00:27:05,515 --> 00:27:09,275
to create a personal brand that gets people to know you, to
430
00:27:09,275 --> 00:27:12,710
like you, to trust you. And this last word is
431
00:27:12,710 --> 00:27:15,450
so important. This last word,
432
00:27:16,230 --> 00:27:19,850
be memorable. You want to be Remember. Yeah. You.
433
00:27:20,630 --> 00:27:24,389
Yes. I've heard so yes. You wanna speak to
434
00:27:24,389 --> 00:27:28,135
that? Oh, no. No. I I no. I just completely
435
00:27:28,355 --> 00:27:32,115
agree that, being memorable is just just
436
00:27:32,115 --> 00:27:35,955
so absolutely critical. That's why that, you know, that that's the that's the
437
00:27:35,955 --> 00:27:39,169
ultimate. Right. Because they might know,
438
00:27:39,710 --> 00:27:43,389
like, and trust someone else. And to to
439
00:27:43,389 --> 00:27:47,169
be known and liked, I just go back to the Dale Carnegie
440
00:27:47,309 --> 00:27:51,070
book. If you think you can't be liked, all you have to do
441
00:27:51,070 --> 00:27:54,615
is read that book. That's all. And what it is is
442
00:27:54,755 --> 00:27:57,815
instead of being interesting, be interested.
443
00:27:58,835 --> 00:28:02,295
So you do that. You compliment someone's children.
444
00:28:03,235 --> 00:28:06,775
You you, you know, you listen. What else are you interested
445
00:28:06,915 --> 00:28:10,320
in? Tell me I wanna understand more about your
446
00:28:10,320 --> 00:28:14,020
business. And then what sales people are so bad about
447
00:28:14,720 --> 00:28:18,340
shutting their mouths, being quiet, and just listening.
448
00:28:18,720 --> 00:28:22,175
So anyway, I I as far as the orange, the
449
00:28:22,175 --> 00:28:25,695
orange is an anchor. The orange means that
450
00:28:25,695 --> 00:28:29,054
people will remember us. In fact, we've gotten
451
00:28:29,054 --> 00:28:32,895
clients because someone has go gone to, I think
452
00:28:32,895 --> 00:28:36,740
it was an Astros game that their uniforms are orange. I can't remember,
453
00:28:36,880 --> 00:28:40,320
but we got a client who said, you know, I saw that orange and I
454
00:28:40,320 --> 00:28:43,700
thought of you. So I have three
455
00:28:43,759 --> 00:28:47,279
things about me that if you look them up
456
00:28:47,279 --> 00:28:50,855
online, I'm the only person that shows up.
457
00:28:51,235 --> 00:28:54,995
So one is the word uncopyable. We've got that. That's our
458
00:28:54,995 --> 00:28:58,835
brand. We own it. I think there's some rock group or something
459
00:28:58,835 --> 00:29:02,674
that's very small time that has uncopyable.com, so we couldn't
460
00:29:02,674 --> 00:29:06,500
get it. But that word uncopyable, if you type that into Amazon,
461
00:29:06,500 --> 00:29:10,260
we're the only thing that comes up. I wear orange. I also
462
00:29:10,260 --> 00:29:13,720
have the nickname muffler mama. So
463
00:29:14,180 --> 00:29:17,915
I challenge you listening. What are three
464
00:29:17,915 --> 00:29:21,675
things that people can say about you that they can't say
465
00:29:21,675 --> 00:29:25,195
about anyone else? And so that is really the
466
00:29:25,195 --> 00:29:28,795
memorable part. And there are other things that you can do to be
467
00:29:28,795 --> 00:29:32,390
memorable, but I would start there because you want
468
00:29:32,390 --> 00:29:36,230
people to remember you and you wanna separate yourself from
469
00:29:36,230 --> 00:29:39,910
all the other choices that they have. That's
470
00:29:39,910 --> 00:29:43,670
perfect. Well, Kaye, you did give us just some ideas on on how
471
00:29:43,670 --> 00:29:47,325
to get rolling here, and it is kinda coming up with those descriptive
472
00:29:47,325 --> 00:29:50,765
words and also thinking about your values that you talked about as
473
00:29:50,765 --> 00:29:54,125
well. And that's what I was doing over the weekend, which
474
00:29:54,125 --> 00:29:57,965
fostered me to work on my personal branding statement again. And,
475
00:29:58,125 --> 00:30:01,610
I I must confess in my opinion and Chat GPTs
476
00:30:01,910 --> 00:30:05,510
and Claude's. I think we upped the game a little bit on,
477
00:30:05,830 --> 00:30:09,450
on on my personal branding, but thanks to your you and Steve's provocations
478
00:30:09,590 --> 00:30:13,065
from the book. As part of next steps, you know, I I'd
479
00:30:13,225 --> 00:30:16,904
love to recommend to the audience, definitely grab a copy of your book
480
00:30:16,904 --> 00:30:20,264
and and use it, you know, cuddle up with it on a weekend like I
481
00:30:20,264 --> 00:30:23,945
did. What else would you say, Kaye, that people could think
482
00:30:23,945 --> 00:30:27,610
about? Well, one thing as far as
483
00:30:27,610 --> 00:30:31,450
determining your your personal brand, I like the idea of
484
00:30:31,450 --> 00:30:35,130
asking other people how do you see me. Yes.
485
00:30:35,130 --> 00:30:38,490
So that is, you know, really when it comes
486
00:30:38,490 --> 00:30:42,215
to right down to it. At the end of the day, which is such
487
00:30:42,215 --> 00:30:45,895
an overused phrase, I hate to use it, but at the end of
488
00:30:45,895 --> 00:30:49,654
the day, you know, you need to be the package that
489
00:30:49,654 --> 00:30:53,495
they will choose. And I have so many examples and you
490
00:30:53,495 --> 00:30:57,260
mentioned this too that people won't always buy the
491
00:30:57,260 --> 00:31:00,940
cheapest product. They'll pay a premium. They
492
00:31:00,940 --> 00:31:04,700
won't even maybe buy the very best product. In the book in
493
00:31:04,700 --> 00:31:08,375
my first book, Uncopyable Sales Secrets, I quote a
494
00:31:08,375 --> 00:31:12,054
distributor sales person, he's a man, but he
495
00:31:12,054 --> 00:31:15,655
says to his customers, what is a lower price
496
00:31:15,655 --> 00:31:19,335
gonna help do for you? What's a lower price gonna do for you? How will
497
00:31:19,335 --> 00:31:22,960
that help you if you run out of product? Or if you have to
498
00:31:22,960 --> 00:31:26,260
carry so much inventory that your money is tied up
499
00:31:26,320 --> 00:31:29,860
in that. So I think it's really
500
00:31:30,400 --> 00:31:34,000
analyzing your customers and again the moves where they're coming
501
00:31:34,000 --> 00:31:37,654
from. One of our clients was, selling to a
502
00:31:37,654 --> 00:31:41,274
market where several of the people he was working
503
00:31:41,335 --> 00:31:45,034
with, they wanted to retire. They wanted to sell the business.
504
00:31:45,255 --> 00:31:48,715
So how do you sell them on the value of buying new machinery?
505
00:31:49,095 --> 00:31:52,490
Well, what's the business gonna be worth when you sell it?
506
00:31:52,870 --> 00:31:55,850
It's gonna be worth more if you have updated equipment
507
00:31:56,390 --> 00:32:00,150
and, you know, you have something that's sufficient and will be, you
508
00:32:00,150 --> 00:32:03,669
know, irresistible to someone who wants to buy it.
509
00:32:03,669 --> 00:32:07,375
So so as far as next steps, I know there's a fairly nebulous
510
00:32:07,435 --> 00:32:11,275
and and a lot of things that you, need to think about. But
511
00:32:11,275 --> 00:32:15,115
it really that part of it comes down to getting to know
512
00:32:15,115 --> 00:32:18,895
the customer and not asking what do you need.
513
00:32:19,250 --> 00:32:22,470
You know, you can ask them, what does the win look like to you?
514
00:32:22,770 --> 00:32:26,610
And, you know, you can talk about, you know, cost
515
00:32:26,610 --> 00:32:29,730
versus value. Okay. Mine will
516
00:32:30,530 --> 00:32:33,975
you know, the price is higher, but what will
517
00:32:33,975 --> 00:32:37,815
a, you know, an inferior product do for
518
00:32:37,815 --> 00:32:40,795
you value wise over the long term?
519
00:32:41,255 --> 00:32:45,035
Absolutely. Yeah. Too true. Too true. And and the great the greatest
520
00:32:45,809 --> 00:32:49,570
name of my firm, Kaye, is ValuePros. The greatest ValuePros will connect
521
00:32:49,570 --> 00:32:53,330
those value dots and and really help see more than
522
00:32:53,330 --> 00:32:57,090
just the the, you know, kind of the base price of something. What's
523
00:32:57,090 --> 00:33:00,450
the value associated with that? One of our affiliates, he's,
524
00:33:01,315 --> 00:33:04,915
former head of global value for SKF selling ball
525
00:33:04,915 --> 00:33:08,755
bearings into manufacturing. And those ball bearings, you know, at
526
00:33:08,755 --> 00:33:12,515
a at a minimum or 1.5 times the price
527
00:33:12,515 --> 00:33:16,195
of the next best alternative ball bearing for those manufacturing use
528
00:33:16,195 --> 00:33:19,820
cases. But, believe me, they've gotten really good
529
00:33:19,820 --> 00:33:23,500
at showcasing, hey. It's not about price. You know, it's
530
00:33:23,500 --> 00:33:27,020
about cost, and what's it really costing you, the lifetime of a
531
00:33:27,020 --> 00:33:30,720
machine, and and what's a good ball bearing doing for you, and all the services
532
00:33:30,780 --> 00:33:34,495
around that, etcetera. So, yeah, you really got you know, again, that's
533
00:33:34,495 --> 00:33:38,275
part of that, you know, driving that wonderful uncopyable
534
00:33:38,735 --> 00:33:42,335
buying experience. Okay. Let's, let's wrap up
535
00:33:42,335 --> 00:33:46,095
here. I just wanna encourage everybody. Grab a copy of the book. It's
536
00:33:46,095 --> 00:33:49,530
just really well written. These guys write well. I
537
00:33:49,530 --> 00:33:53,050
promise you that. So, you can grab it on
538
00:33:53,050 --> 00:33:56,430
Amazon. You know, it's there, and
539
00:33:57,130 --> 00:34:00,735
connect with Kaye on LinkedIn as well. Kaye
540
00:34:00,735 --> 00:34:04,255
does write on LinkedIn and posts, and and you'll wanna be part
541
00:34:04,255 --> 00:34:07,855
of a just, her her her stream and making
542
00:34:07,855 --> 00:34:11,054
sure you're you're keeping up with her because she's one of the thought leaders in
543
00:34:11,054 --> 00:34:14,590
in the industry. So, Kaye, thanks so much for being on the show.
544
00:34:14,590 --> 00:34:18,270
Anything else you wanna say before we part? Yeah. I have
545
00:34:18,270 --> 00:34:21,949
one closing thought, and you're you're asking what can the listeners do
546
00:34:21,949 --> 00:34:25,784
right now? One exercise that I really like is
547
00:34:25,784 --> 00:34:29,625
to say, go to one of your customers, a customer that
548
00:34:29,625 --> 00:34:33,304
that you work well with, that really values, has an acknowledged need
549
00:34:33,304 --> 00:34:36,925
for what you're selling, relates to you and understands
550
00:34:37,065 --> 00:34:40,530
what your your value is, and say, why do you buy from
551
00:34:40,530 --> 00:34:44,290
me? I'd like to know because I'm not the cheapest. I'm
552
00:34:44,290 --> 00:34:47,750
not the you know, maybe byproduct is good enough.
553
00:34:48,290 --> 00:34:52,130
Why do you buy from me in particular? And that's
554
00:34:52,130 --> 00:34:55,755
gonna give you such great ammo to
555
00:34:55,815 --> 00:34:59,655
present your solution to other prospects in a way
556
00:34:59,655 --> 00:35:03,495
that they're gonna say, yeah. Those are valid points.
557
00:35:03,495 --> 00:35:06,990
I wanna look at it like that too. Yeah. I strongly
558
00:35:07,050 --> 00:35:10,650
encourage that outside in is what I call it, outside in insight. But,
559
00:35:10,650 --> 00:35:14,190
yeah, invaluable. And and, Kaye, I did do that as well, went through
560
00:35:14,410 --> 00:35:18,250
what people had said about me to to on on the personal brand per
561
00:35:18,250 --> 00:35:21,825
your provocation in the book over the weekend. So anyways,
562
00:35:21,965 --> 00:35:25,725
Kaye, thanks so much for being part of the show for, what a blessing. Thanks
563
00:35:25,725 --> 00:35:29,165
so much. I really appreciate it, Bruce. Thank
564
00:35:29,165 --> 00:35:32,925
you. That was an incredible conversation with Kaye Miller on creating
565
00:35:32,925 --> 00:35:36,440
an uncopyable buying experience. One of my biggest
566
00:35:36,440 --> 00:35:40,119
takeaways, people don't wanna be sold to, but
567
00:35:40,119 --> 00:35:43,740
they do want help buying. And as Kay pointed out,
568
00:35:44,040 --> 00:35:47,660
the best sellers aren't just offering products. They're creating
569
00:35:47,720 --> 00:35:50,805
experiences that build trust and make buying easy.
570
00:35:51,684 --> 00:35:55,464
If you wanna take your personal brand and buying experience to the next level,
571
00:35:55,684 --> 00:35:59,444
grab Kaye's book, Uncopyable You. And for a hands
572
00:35:59,444 --> 00:36:03,285
on approach, check out her free 5 day email series
573
00:36:03,285 --> 00:36:07,030
on personal branding at be
574
00:36:07,030 --> 00:36:07,530
uncopyable.comforward/5hyphen
575
00:36:12,070 --> 00:36:15,589
emails. You can also connect with Kaye on LinkedIn at
576
00:36:15,589 --> 00:36:18,805
linkedin.comforward/ inforward/millerk,
577
00:36:21,585 --> 00:36:25,205
and check out her uncopyable women in business podcast
578
00:36:26,065 --> 00:36:27,045
at uncopyablesales.comforward/podcast.
579
00:36:30,385 --> 00:36:33,820
Have questions? Reach out to Kay directly at
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k@beuncopyable.com.
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If you enjoyed this episode, please like and subscribe to the ValuePro
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Show. And if you're feeling kind, please leave us a review so
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others can find and enjoy it too. Thanks for
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tuning in.
