115 episodes

In this informative and practical podcast, Michael and his guests share the latest strategies and tactics to help you become the preferred provider (the emotional favorite) in the markets you serve.
The key insights and strategies discussed, come from Michael's experience working with many of the finest brands in business today and his guest interviews will inspire you, educate you, and give you the tools you need to be successful in today's turbulent and competitive marketplace.

Becoming Preferred Michael Vickers

    • Business
    • 5.0 • 5 Ratings

In this informative and practical podcast, Michael and his guests share the latest strategies and tactics to help you become the preferred provider (the emotional favorite) in the markets you serve.
The key insights and strategies discussed, come from Michael's experience working with many of the finest brands in business today and his guest interviews will inspire you, educate you, and give you the tools you need to be successful in today's turbulent and competitive marketplace.

    Rob Harrison – Sales Coaching for Sales Closers

    Rob Harrison – Sales Coaching for Sales Closers

    Episode Overview:
    Welcome to this episode of Becoming Preferred, where we’re going to deep dive into the world of modern selling and performance excellence. I'm thrilled to have Rob Harrison, the CEO of Magnifyde, joining us today. Rob is a seasoned sales leader with a track record of driving exponential growth and empowering sales teams to achieve their full potential.
    In this episode, Rob and I will unravel the intricate dynamics of today's marketplace, shedding light on the essential elements that underpin successful performance selling. We'll dissect the crucial role of mindset in navigating the ever-evolving sales landscape and uncover the power of cultivating effective habits that breed sustained success. Join me now for my conversation with Rob Harrison.
    Guest Bio: 
    Rob is the Co-founder & CEO of Magnifyde, has years of experience leading sales teams and has a background of serving twelve years in the British military. He has developed a technique that exponentially increases company closure rates across multiple platforms. He is also the creator of Magnifyde Academy, where he molds inexperienced individuals into sales masters. His impressive track record includes skyrocketing monthly revenue for many of his clients from $10k to over $100k in a matter of months.
    He has spoken at several in-person and virtual sales events such as M&A Mastery, Upgraded Coach 100K/Month Sales Machine, 5D Coaching Live, and Read the Lead.
    Resource Links:
    Website: https://magnifyde.io/Product Link: https://magnifyde.io/#solutions
    Insight Gold Timestamps:
    03:43 I got lucky enough to be in the right place at the right time
    07:38 You still need to be the subject matter expert, even if you're a salesperson
    08:18 Take the word enthusiasm, and the last four letters, the I A S M for I Am Sold Myself
    09:27 How do you attack the mindset of the person 
    10:36 It's having the right mindset before you get going
    12:54 What's the biggest common challenge that you see? 
    14:41 Never done sales before, but willing to learn
    15:22 So you have to retrain them on the process, so that becomes the default
    17:17 Enthusiasm has to be there
    18:29 A groundbreaking technique that significantly improves company closure rates 
    20:26 Before they know it, 60% of their work week is actually spent in sales
    23:27 Let's talk about the process on habits and skills
    25:20 Then it became totally normal to wake up either before my alarm, or on my alarm at 5am
    27:27 People are motivated differently
    29:30 Appointment setters are also very important to be a subject matter expert
    Connect Socially:
    LinkedIn: https://www.linkedin.com/in/rob-harrison-665699216/
    Facebook: https://www.facebook.com/magnifyde.io
    Blog: https://magnifyde.io/category/all/
    Instagram: https://www.instagram.com/rob.h.8/
    Email: rob@magnifyde.io
    Rainmaker LeadGen Platform Demo: https://bookme.michaelvickers.com/lite/rainmaker-leadgen-platform-demo
    Rainmaker Digital Solutions: a href="https://www.rainmakerdigitalsolutions.com/"...

    • 33 min
    Rusty Komori – Creating a Superior Culture of Excellence

    Rusty Komori – Creating a Superior Culture of Excellence

    Episode Overview:
    In today’s world, change is the only constant, and the bar for success is only rising higher. Gone are the days when being “good enough” could satisfy customers and beat back the competition. So what’s the solution? Leaders and businesses must evolve from being good to great to superior. 
    My guest in this episode, says gaining a superior edge is more important than ever and to share with us his insights is author, speaker, and coach, Rusty Komori. 
    Guest Bio: 
    RUSTY KOMORI is an inspirational keynote speaker, executive coach, and tennis professional based in Honolulu, Hawaii. From 1994 through 2015, he was the head tennis coach at Punahou School, where his boys’ varsity teams won an unprecedented 22 consecutive state championships, a national record in all sports that stands to this day. In 2014, he was named NHSCA’s Coach of the Year and inducted into Creighton University’s Hall of Fame. 
    Today, Komori is a sought-after keynoter and executive coach with a diverse client roster, including Kaiser Permanente, the YWCA, and the U.S. Olympic and Paralympic Association. He’s the host of the televised series Beyond the Lines and the author of three books, including his newest release, Superior: Creating a Superior Culture of Excellence (Blackstone Publishing; May 7, 2024)
    Resource Links:
    Website: https://sites.google.com/view/rustykomori/homeProduct Link: https://www.amazon.com/Beyond-Game-Rusty-Komori/dp/1948011301/ref=sr_1_3?dchild=1&keywords=beyond+the+game&qid=1588308251&sr=8-3
    Insight Gold Timestamps:
    02:34 The four P's of achieving success, People, Purpose, Process and Performance
    04:15 And then, when we're going for our 17th consecutive state championship….
    06:46 I would tell them that I am not going to protect you from a challenge
    09:16 There's two types of people in the world
    11:41 What kind of obstacles do you see with businesses that they're challenged with?
    12:59 There's a gigantic difference between being a great person versus being a great leader
    15:08 I'm trying to change the narrative from mental health to mental fitness 
    16:10 What is mental toughness?
    17:33 You introduced the concept of the four P's of achieving success
    20:39 Talk about purpose
    22:11 Every single minute in practice matters, because it either gets us closer to achieving our goal or it doesn't
    23:50 I like to focus on performance goals, because….
    25:40 You call it my 1 % principle. How does that work?
    28:09 Those are all key areas that we need to focus on
    30:02 Don't practice until you get it right, practice until you can't get it wrong
    31:13 I share the difference between good, great, and superior
    Connect Socially:
    LinkedIn: https://www.linkedin.com/in/rusty-komori-220008147/
    Facebook: www.facebook.com/rusty.komori
    Twitter: twitter.com/rustykomori
    Instagram: a...

    • 36 min
    Jarrod Lopiccolo – Mastering Marketing – Strategy & Insights

    Jarrod Lopiccolo – Mastering Marketing – Strategy & Insights

    Episode Overview:
    Are you ready to elevate your marketing game with a true industry luminary? Today we have the privilege of welcoming a renowned marketing expert whose insights have reshaped countless businesses' success trajectories. With a laser focus on effective strategies, common pitfalls, and the art of capturing your ideal clients' attention, my guest is set to unravel the mysteries of the fiercely competitive marketplace. 
    Brace yourselves for an unfiltered, no-nonsense discussion that promises to revolutionize your approach to marketing. Get ready to absorb a wealth of knowledge and practical wisdom as we dive into the dynamic world of marketing. Join me now for my conversation with marketing expert, Jarrod Lopiccolo. 
    Guest Bio: 
    With one foot firmly in Reno and the other across the pond at our Bristol, UK office, Jarrod’s globetrotting nature has led him to make meaningful connections with people all over the world. His attention to listening first lets him learn what makes people tick and, admittedly, helps him harness the insights to propel Noble’s success.
    Over the last two decades Jarrod has grown a creative digital performance marketing agency from a single-laptop endeavor to an international company. To date, Noble partnered with brands like Visit Lake Tahoe, Santa Monica, Autodesk, The Islands of Tahiti, Niantic Inc., Adobe, Disney, Visa, Google and more. His passion for creating beautiful human experiences (and his architectural background) have helped Noble translate the best of the real world into virtual architecture.
    A mentor, father, husband and visionary, Jarrod has held leadership roles with several non-profit and public-private initiatives in Nevada. He previously served as Co-Executive Director of the San Francisco/Silicon Valley Inc. Magazine’s Business Owners Council, was a board member for Northern Nevada Development Authority (NNDA) and an advisory board member for the Nevada Center for Entrepreneurship & Technology (NCET). He’s taken the stage around the world at Destinations International’s Annual Convention, Social Media Week Bristol, eTourism, DMA West, University of Nevada – Reno, University of Nevada – Las Vegas and Truckee Meadows Community College, just to name a few.
    Outside of his office in Reno, Nevada, Jarrod likes to keep his hands busy. He prides himself on being an early adopter, trying any interesting technology that comes on the scene and attending CES in Vegas just for the fun of seeing into the future (and how it can be applied to digital marketing, of course). His passion for photography has led him to new horizons–Iceland, in the near future–and led him to form a group for agency photogs throughout the country. 
    Resource Links:
    Website: https://noblestudios.com/Product Link: https://noblestudios.com/what-we-do/
    Insight Gold Timestamps:
    03:56 The example we use is Starbucks
    06:15 We've got so much content that we're digesting on a daily basis
    07:15 One particular example comes to mind
    08:54 It starts with Think, Make, Market, and then finally ends with Measure
    10:05 It's really important not to throw all of your money into one channel
    12:41 At the end of the day, you're going to need to measure
    15:10 We have to still do almost all the things we were doing 20 years ago, but we have to do more now
    17:10 It's so hard to get our brand in front of consumers today because there are so many distractions
    22:38 For the majority of us, where we no longer are selling local 
    25:05 Our mantra is: Let's be better every day!
    27:17 One of the areas of focus that you...

    • 38 min
    Kyle Smith – Financial Excellence for Small Business

    Kyle Smith – Financial Excellence for Small Business

    Episode Overview:
    Get ready to unlock the secrets to financial empowerment and work-life harmony with my guest, Kyle Smith. As a financial expert committed to empowering small and medium-sized businesses, Kyle brings unparalleled transparency and guidance to the table. His advocacy for fostering a healthy work-life balance within teams while emphasizing the critical role of financial controls in both professional and personal spheres is nothing short of inspiring. 
    Today, we delve into the art of achieving financial stability and harmonizing work and life, where invaluable insights and game-changing strategies await. Get ready to supercharge your financial acumen and nurture a harmonious work-life dynamic as we embark on this transformative journey with my guest, Kyle Smith. 
    Guest Bio: 
    Kyle Smith, CPA, a finance graduate from UT McCombs School of Business, is deeply committed to helping small and medium-sized businesses thrive. He began his career in Austin, gaining experience as an accountant and Controller for various bar and restaurant groups. His passion for guiding SMBs led him to earn his CPA and specialize in cost management accounting as Director of Finance at Celis Brewery.
    Kyle’s journey continued at Scalefactor, a software development company, where he advised clients across various industries. His ultimate aspiration was realized when he became a co-partner at Strata Cloud Accountants. Kyle specializes in working with business owners to align personal and company goals and help teach businesses the financial acumen needed to hold themselves accountable to those goals. All with the mission to help businesses and business owners be more profitable.
    Strata Cloud Accountants was born from a collective vision among friends who shared work philosophies and principles. Their values center around family and freedom, aiming to provide clients with financial freedom and their team with a strong work-life-family balance.
    Resource Links:
    Website: https://stratacloudaccountants.com/Product Link: https://stratacloudaccountants.com/welcome-becoming-preferred-listeners/
    Insight Gold Timestamps:
    02:50 I had a secret aspiration to be a professional poker player
    05:01 We really had the mission of aligning people's goals with the goals of the business
    06:28 A big thing for people is doing too much too fast
    07:38 If I just spend 30 minutes a month on one area of the business
    10:02 Mike Tyson said, you have a plan until you get punched in the face
    11:20 It takes passion
    14:23 What are the common pitfalls businesses encounter?
    16:36 And that timing is super, super tough
    19:34 Which brings us to KPIs
    22:22 Dennis Rodman played for the Chicago Bulls
    25:08 Should we have more than one account?
    27:24 Are you correctly priced?
    29:13 A lot of people don't know the leverage that they have
    30:38 When's the time to go into debt? 
    Connect Socially:
    LinkedIn: https://www.linkedin.com/in/kyle-smith-cpa-9582038a/
    Facebook: https://www.facebook.com/stratacloudaccountants
    Instagram: https://www.instagram.com/stratacloudaccountants/
    Email: a href="mailto:Kyle@StrataCloudAccountants.com"...

    • 35 min
    Returning Guest, Jim Pancero – Sharpening Your Competitive Edge

    Returning Guest, Jim Pancero – Sharpening Your Competitive Edge

    Episode Overview:
    How can businesses communicate more value and uniqueness in today’s price-driven, hyper-competitive markets, or in a market that is saturated with options? In an era dominated by price-driven hyper-competitive markets, businesses must constantly grapple with the challenge of standing out from the crowd and becoming the preferred choice of their customers. 
    My guest on today’s episode is here to unravel the complexities of this landscape and share invaluable perspectives and insights on how organizations can authentically differentiate themselves, communicate their unique value proposition, and navigate the competitive fray with confidence. So if you’re ready to gain a deeper understanding of how to effectively communicate value and uniqueness in today’s marketplace, you’re going to enjoy my conversation with returning guest, author, speaker and coach, Jim Pancero.
    Guest Bio: 
    Jim Pancero is a seasoned professional in sales and sales leadership training and consulting. He is renowned for his expertise in enhancing the effectiveness of sales teams across various industries. With over 40 years of experience in the field, he has built a reputation for his comprehensive understanding of sales processes and his ability to implement innovative strategies that drive success. His approach focuses on helping organizations increase their competitive edge and profitability through proven sales techniques and leadership development.
    Jim’s methodology emphasizes the importance of proactive selling and advanced sales leadership. He provides detailed training and coaching aimed at evolving the skills of sales professionals from traditional order-taking to more strategic, value-driven selling. His workshops and seminars are tailored to address the specific challenges faced by his clients, ensuring that they learn practical skills that can be immediately applied to their work. Jim's clients include businesses ranging from small companies to Fortune 500 corporations, all benefiting from his deep insights and actionable solutions.
    Beyond training, Jim Pancero actively contributes to the sales community through his YouTube channel, where he shares a wealth of sales training videos and tips. He is also a prolific speaker at industry conferences and events, where he discusses trends in sales strategies and leadership. His commitment to sharing knowledge and empowering sales professionals is evident in his extensive body of work, which includes articles, online resources, and direct consultancy services that have helped countless sales teams achieve their full potential.
    Resource Links:
    Website: www.pancero.com Product Link: www.advancedsalesuniversity.com
    Insight Gold Timestamps:
    02:08 We have gone through a major cultural shift and how buyers buy
    05:05 Customers are saying, prove yourself
    06:21 One of the weakest and most ineffective advertising is….
    08:49 Old selling language
    09:27 I talk about the importance of getting higher, wider, and deeper
    10:38 The toughest single question in selling is…. 
    13:37 The messaging they communicate usually tends to have little to do with the customer
    17:34 We call it opera singers
    18:36 Something I call the X's and O's test
    19:48 Price is never the issue, unless it is the issue
    21:56 We're not talking solutions until we know that there's a problem
    23:28 There are 4 fundamental reasons of why people buy in a competitive environment
    26:08 I use ChatGPT under DALL-E
    28:02 On LinkedIn, everybody's a seller and there's very few buyers
    29:39 With magic, we use a concept...

    • 39 min
    Skip Wilson – Get Results From Advertising

    Skip Wilson – Get Results From Advertising

    Episode Overview:
    Advertising doesn't have to be a guessing game. It’s a predictable science, and one that we can understand. Businesses want results, but often struggle to navigate the complexities of advertising effectively. Traditional media methods are costly and digital platforms are constantly evolving.
    Most companies are unsure if their campaigns are delivering the desired results, and they lack the ability to objectively know if they are wasting ad budgets or missing out on opportunities.
    My guest today will share with us strategies employing the latest technologies to transform advertising into the exact science that it should’ve always been, so you can forecast advertising success, before you even spend a dime. Join me now for my conversation with advertising expert, Skip Wilson.
    Guest Bio: 
    Skip Wilson, a luminary in advertising, embarked on his journey at 16 as a copywriter, evolving into a digital media pioneer. From shaping CNN Special Project's iReport team to spearheading iHeartMedia's digital expansion, Skip's expertise spans decades. 
    As founder of DRAFT Media Partners, he champions innovation, earning accolades like "Most Intuitive Software Developer" and "Best Marketing Software Developer." His relentless pursuit of excellence continues to redefine advertising, offering practical insights and transformative solutions for businesses navigating the digital age.
    Resource Links:
    Website: https://www.draftadvertising.com/Product Link: https://virtualmarketingassistant.draftadvertising.com/optin1654290045958
    Insight Gold Timestamps:
    04:53 I was selling mostly sports programming and news talk
    06:57 If it didn't work, we’d blame the sales guys
    08:51 You have tools that help your clients predict the outcome before they even spend dollar one
    10:22 I always viewed it as an art AND a science
    10:54 There's no campaign failure, there's only feedback
    12:46 It creates this bigger need for tools to streamline those processes
    15:58 If you can do that, you absolutely should be going all in on advertising 
    17:29 I’m a big believer of testing creative rather than doing a bunch of marketing
    20:35 An ad should always have just one goal
    21:57 Sequential marketing and sequential advertising is the way to get people in
    23:19 Nobody cares about a tire ad unless you're in market for tires
    24:17 draftmediapartners.com you can sign up for a free consultation 
    25:45 You want to put yourself in that mindset of that consumer 
    26:23 The biggest tool, the biggest free value thing is….
    28:16 I try to think of something that can tell a story 
    31:02 One of the first things that we added to our reporting 
    32:20 Virtual Campaign Planner
    Connect Socially:
    LinkedIn: https://www.linkedin.com/in/skipwilson/
    Facebook: https://www.facebook.com/draftadvertisingtechnology
    Twitter(X): https://twitter.com/DRAFTagency
    YouTube: https://www.youtube.com/channel/UC0ptICdLnHRkOpL6_RliCIQ
    Instagram: a...

    • 33 min

Customer Reviews

5.0 out of 5
5 Ratings

5 Ratings

A.S. Baker ,

Typical Vickers - On Point and Excellent Insight

One episode in to “Becoming Preferred” and Michael Vickers set the bar high. Vickers has always shared great insights in to the world of sales, but his first episode looks at sales through the Zoom lens, and there is no one else giving that sort of actionable insight to help your sales approach in the new world. I’ve listened to podcasts for the last decade and I know they only get better from episode to episode. If “Becoming Preferred” follows this same trajectory, this will soon be the go-to podcast for anyone in the business world!

gilman626 ,


This is incredible. I really like this format. Mike has a great voice! Can’t wait for the next one.

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