275 episodes

The Top Secrets of Marketing & Sales podcast provides tips on how to increase sales, improve profit margins and grow your business. Each week, we address issues related to important topics like targeting your ideal prospects, fine-tuning your messaging, attracting the clients you need, monetizing social media, the MVPs of Marketing and Sales and much more. From mindset to marketing and prospecting to podcasting, the Top Secrets podcast helps B2B and B2C entrepreneurs, professionals and salespeople get more of the customers and clients they need so they can do more of the work they love.

Top Secrets of Marketing & Sales David Blaise

    • Business
    • 4.3 • 10 Ratings

The Top Secrets of Marketing & Sales podcast provides tips on how to increase sales, improve profit margins and grow your business. Each week, we address issues related to important topics like targeting your ideal prospects, fine-tuning your messaging, attracting the clients you need, monetizing social media, the MVPs of Marketing and Sales and much more. From mindset to marketing and prospecting to podcasting, the Top Secrets podcast helps B2B and B2C entrepreneurs, professionals and salespeople get more of the customers and clients they need so they can do more of the work they love.

    Building Relationships & Generating Profit with Matt Eysoldt

    Building Relationships & Generating Profit with Matt Eysoldt

    If you're recommending bad products at high prices, and you're trying to gouge people? Well, that's evil. Right? So don't do that. But other than that, if you are providing actual solutions that clients need, at a price that makes sense for you and make sense for them, there is absolutely nothing evil about that. I would say that's what integrity is all about, is providing them with a solution that is worth more to them than the money they're paying you to get that solution.







    David: Hi, and welcome to the podcast. Today, I am joined by Matt Eysoldt. He's a multiline rep in the promotional products industry. And Matt and I were talking last week, and it turns out that we both like to work with smart, focused, motivated industry professionals. So I thought I'd invite him on the podcast to discuss that. Welcome, Matt. Good to have you here.







    Matt: Thank you so much, David, I'm excited to be here and excited to talk to you about motivation, education and how to grow your business.



    David: Awesome. Now, for those who don't know what a multiline rep is or what a multiline rep does, give us a quick overview.



    Matt: Yeah, so really what I like to say is the beauty of being a multiline is we offer value to the suppliers we represent. You know, maybe our better-known lines open the door for our lesser-known lines.



    So it's a definite win in that situation. But it's an awesome win for the customers that I call on. And that's because, maybe you're looking for a red t-shirt and I've got that. But I've also got other things that may be the answer to your client's needs. So it's really kind of the opportunity to open the door to more diverse products in a short meeting.



    You know, maybe we sit down and we talk 30, 45 minutes and we've really raised awareness to a lot of different items.



    David: Right. Okay. And so I imagine, in order to be successful with this, it's a choosing game to some extent. You've got to choose the right suppliers to represent. And you've got to choose the right distributors who are actually going to be able to do something with your recommendations, and with the suppliers that you're recommending to them.



    Matt: Absolutely. As we both know, time is our most precious resource. So we have to be extremely selective while we're on the road, to say, "who are we going to see?" Who is going to take this information and use it to the best of their ability to promote my brand and to grow their business as well?"



    So I think that's a very, very crucial point. I'm always looking for that rising star, that motivated person out there. And what I find is, that motivated sales rep that is looking to help their client find the right solution for their promotion. That rep is also always willing to invest their time and energy into their own personal education.



    So it's really kind of a self-fulfilling cycle that, just continues to grow things.



    David: Yeah, that's what we've found as well. Obviously, we've been doing training in the promotional products industry for a long, long time. And, it doesn't surprise me anymore, but in the early stages, when I would go to an industry trade show and find out that really maybe five to seven to 10% max of the people who go to a trade show actually participate in any of the education.



    In the early stages, I found it surprising. Now, I think it explains a lot about why a certain percentage of people in the industry do extremely well and a lot are just either struggling or just sort of getting by.



    Matt: Absolutely David. And I think, you know, I've run into customers that are afraid to make a profit that think that's evil.



    And, you know, I find myself trying to educate them on some of these things. Whereas, it would be awesome, talking to you,

    • 23 min
    The 4 Quadrants of Promo Sales: The Four Mores

    The 4 Quadrants of Promo Sales: The Four Mores

    The idea of The Four Quadrants of Promo Sales (i.e. The Four Mores) is to recognize that if you're just focusing on one thing -- bringing in more clients -- you are very likely missing out on 75% of the available profits that are going to come from these other three quadrants.





    The Four Mores

    David: Hi, and welcome to the podcast. Today, co-host Jay McFarland and I will be talking about The Four Mores: More clients, more money, more margin, more often. Great to see you again, Jay.



    Jay: Yeah, it's good to be here. And I feel like there's one more more, if you can get all of those. More happiness and more peace of mind, right?



    David: Yeah. That's true. There are more than four mores.



    Jay: Yes.





    Quadrant #1: More Clients

    David: I think that what we're thinking of here is that these four mores are designed to increase the value of our clients and increase the value of our businesses. A lot of times when people are thinking in terms of growing their sales and profits, they think in terms of the first more. They think in terms of more clients.



    “I need to get more clients, “I need to get more business.” And so many business owners focus their time and attention exclusively on bringing in more customers. And sometimes what ends up happening is they forget about the ones that they have. And they start to lose track of the fact that they could be drifting off.



    Anyone who's been in business for any length of time has heard the old adage that it costs a whole lot more to bring in a new customer than it does to resell an existing customer or to satisfy an existing customer.

    Stop Missing Out

    But it's easy to lose sight of. And so the idea of The Four Mores is to recognize that if you're just focusing on one thing -- bringing in more clients -- you are very likely missing out on 75% of the available profits that are going to come from these other three quadrants.



    Jay: Wow. That's very good. And kind of like we talked about last time, moving people into that center zone, that loyalty zone. Right?



    David: Yes.



    Jay: And then, if they're reoccurring, I mean it just makes life so much better. If you have a loyal base and then you're bringing in more clients, to me it's just the perfect pattern, right?



    David: Yeah, it does. So now we've got sort of conflicting visual images, however. Because last time we were talking about a target. Now we're talking about quadrants, but it's all designed to accomplish the same thing. Which is to get more of our clients buying from us more often. Spending more money with us at higher profit margins so that we can continue to grow the business, service those people. And without the profit part of it, you're dead in the water. I mean, you cannot continue to operate without that. So each of these four components is absolutely critical to being able to grow the business the way that we want to do it.

    What About Quality of Life?

    Jay: Yeah. A good, healthy business that is making money, is growing, has loyal customers. And hopefully giving you peace of mind and maybe some quality of life. Right?



    David: Exactly. Yeah. Quality of life is a nice bonus for some people . It should be a requirement, but it's not always a requirement. Sometimes we sacrifice quality of life just to reach our financial goals. Sometimes, particularly in the early stages of a business. But eventually, yeah, we learn.



    But one of the things about this topic that I think is so important is that when you look at each of these four elements and you focus on them and you focus on improving them, it does improve your quality of life.



    Because now you're not investing a lot of time on aspects of the business that are less important. Because if you think about the idea of bringing ...

    • 17 min
    Creating Customer Loyalty

    Creating Customer Loyalty

    Creating customer loyalty? "Oh yes. I'm all about building relationships." Until I sell you something and then I'm off doing the next thing, and I forget about you completely, until and unless you call again.



    Most people don't do that on purpose. They don't set out to ignore you. When somebody buys from you, you want to take care of that person. But in a lot of cases, you fulfill an order. It's like, "whew, okay, that's good. Now I'm onto the next thing." And unless you have systems in place that are designed to keep you in touch, the likelihood that somebody's going to fall through the cracks is very great.







    David: Hi, and welcome to the podcast. Today, co-host Jay McFarland and I will be discussing how you get from obscurity to loyalty in the mind of a new prospect. Welcome back, Jay. Great to have you here.



    Jay: Thank you, David. And once again, I'm super excited about this.





    How Do You Move from Obscurity to Customer Loyalty?

    Jay: I feel like customer loyalty is the holy grail of having a business. But I'm not sure if people know how to get their customers to that point. So I'm very excited. Where do you even start with that? From obscurity to loyalty. How do you begin this process?



    David: Yeah, it's a fun topic because I think again, most people don't think of it like this. It sort of ties back to what we were talking about last week. But the idea of getting from total obscurity to blind customer loyalty for most people just seems impossible. You know, "how do you do that?"



    But if you think about it, one of the things that I normally do, if I'm explaining this to an audience, I'll draw a target on a flip chart. At the center of the target, the bullseye is blind customer loyalty. This is just loyal. I would never consider doing business with anyone else, but you.



    And then, a couple of rings out -- outside the circles -- you have obscurity, total obscurity. I have no idea who you are. I have no idea that you're taking in air on the planet. I have no idea why I should do business with you, right?

    Intelligent Repetition of Contact

    And so you're not going to get from total obscurity to blind customer loyalty in one step. It's going to require intelligent repetition of contact, which is something we talked about last time as well. So when you think about it, there are stages you have to go through to get there.



    The first step is to move from obscurity, "I don't know who you are," to recognition, "Oh, I recognize you." I recognize that you're here. I don't love you. I don't hate you. I don't know you well enough to do either of those things. But I recognize that you're alive. So recognition is that first step.



    Jay: Okay.

    Moving from Obscurity to Recognition

    David: And when we think in terms of communication, the type of communication that you will engage in to let somebody know you're alive is very different than the type of communication that you'll engage in to get them to be more loyal to you and to get them to place that first-time order. So that initial step -- moving from obscurity to recognition -- that's step one.



    Then from recognition, the next thing we have to get it to is some level of comfort. They have to be comfortable enough with you to have additional conversations, to place that first-time order with you. And then once they're comfortable with you, that first order happens.



    From there, if you perform properly, if they place that order, and if you deliver the way you're supposed to and everything works out well, then they might say, "okay, I'll give you another chance and we'll do it again."

    Getting from Recognition to Comfort

    At that point, they're in that comfort ring. They're in that comfort level. You can operate in the comfort level for quite some time.

    • 18 min
    The Four Levels of Content

    The Four Levels of Content

    Today I'd like to share with you the recording of a live interview I did yesterday with Brandon Pecharich from Promo Corner, in which we discussed The Four Levels of Content. If you need to get clients on social media, this will explain how to do it. It's available below as video, audio or text. I hope you find it helpful.











    Brandon: Hey everybody, Happy Tuesday! I hope you're having a super productive week out there. You are watching Express Training Bites here at Promo Corner. You're probably watching it on Promo Corner's Facebook Page, Promo Show's Facebook page or maybe Promo Corner's LinkedIn or YouTube. So we are on all types of different social media. And we have today on Express Training Bites an industry icon. Somebody who I have looked up to as a sales professional in the industry. And it is Mr. David Blaise. Thank you so much for being here today. And you're actually going to be speaking about something that you spoke about in January at Expo. Is that correct?



    David: Yeah, it was part of what we covered at Expo. At Expo, we were talking about just this whole idea of migrating people from social media into your sales funnel, essentially, and how that happens. Because it's not like throwing spaghetti against a wall and hoping it sticks. There's actually some strategy to it, methodology to it. If you choose to go in that direction.



    Brandon: That is awesome. That is such a huge and valuable piece of content that we've got here today on Express Training Bites. So for people that don't know who you are -- because this industry is constantly evolving and there's new people almost every day -- why don't you take a couple of minutes and kind of introduce yourself, David?



    David: Sure. David Blaise from TopSecrets.com, also SmartEQP.com. I've been in the promotional products industry since 1988. I feel like I should be sitting down instead of sanding up , but, I've just been in the industry for a long time. Love the industry. Started speaking at some of the major industry trade shows back in 2001. I've spoken at nearly every one of them since. I was at Expo in January. And that's what led to this discussion.



    You know, in the early days of the training that I did, a lot of it was related to people who were just getting started in the industry. And we created a training program called Getting Started: How to Launch a Wildly Successful Career in Promotional Products Sales. And to this day we have new people who are coming in and they go through that training. And within about six or seven hours, they're pretty much grounded and up to speed, so that you wouldn't be embarrassed to have them stand in front of a prospect and represent your company.



    But over the years, what I've found is that a lot of the training that I do, particularly for private groups, I love interacting with people who have been doing it for a long time, who may be running into different struggles that they hadn't encountered before. And to say, "okay, where do we go from here?" One of my favorite trainings that I did, of all time, was I was hired to speak in front of a group of people who've been in the industry for 25 plus years. And this was easily 10 years ago. I was quite a bit younger myself. The people that I was speaking to were older, and we were trying to figure out what am I going to talk about to these people?



    And, we finally decided I was just going to bring a flip chart and go around the room and say, "okay, what's the biggest issue you're dealing with?" And we just did that. We went around the room and it was fantastic. Because when you're able to interact with people who understand the industry and who know the ins and outs, but who perhaps have gotten stuck in a tunnel or funnel or somewhere it's, "I'm so used to doing things a certain way." You lose sight of the fact that there are a lot of different things t...

    • 22 min
    Growing Your Client Base Proactively

    Growing Your Client Base Proactively

    When I think in terms of building a client base proactively, to me, that means deciding in advance, what type of clients do I want? What types of clients do I not want? And then really going about putting together the processes and strategies that are necessary to attract exactly that type of customer.







    David: Hi, and welcome to the podcast. Today, co-host Jay McFarland and I will be discussing the topic of growing your client base proactively. Welcome, Jay.



    Jay: Hey, thank you for having me on. I'm super excited about today's topic.



    David: It's great to have you here.



    Jay: Yeah. And I know this is a big question for businesses. I've heard the phrase. "If you're not growing, you're dying" So growth is a constant thing that you have to be thinking about. How do you do that proactively?

    Overcoming the Day to Day

    David: It's a great question because so often we get caught up in the day-to-day of what's going on. Particularly in the early stages of a business, when you don't have as much business as you need, it can be really scary. What a lot of people tend to do is they just sort of default to whatever it is that they think is going to bring in business. And they lose sight of the fact that if they aren't proactive about it, you can really fall into bad patterns that can create problems and perpetuate a cycle where you're not generating the revenue that you need to grow and scale.



    Jay: Yeah, this is such important information because I think most people don't start a business because they know how to grow a business. They start a business because I have a great recipe and I'm going to put it in a food truck. Or I'm an attorney even, and I've learned the law or a dentist or a doctor. Those people are not trained or taught how to grow their business. They're taught how to do their craft. So this is outside of anything they've been taught.



    David: It's really funny because there was an electrician here earlier today at our house. He was taking care of some things. And we were having exactly this conversation. Because he used to work for another electrical firm. He decided to start his own business. And we started talking about "what they don't teach you in electrical school" essentially. Right?

    There's More to Growing Your Client Base Proactively

    I know how to do electrical work, but do I know how to find customers? Do I know how to find the right customers? Do I know how to handle the billing and do collections and hire and fire and do all the other things that become necessary when you have a business. It's a whole different set of skills. But you're right. And from the standpoint of our topic today, in terms of growing proactively, a lot of business owners really don't know how to go about that. They don't know how to do it, which is the reason we're having this conversation today.



    Jay: Yeah. It can be so daunting. So where do you start? I mean, you know, so many ideas, you got social media, you've got all of these different tools available to you. Where do you begin?



    David: Well, I think for a lot of people, if you want to take a strategic approach, you want to think in terms of the types of clients, you actually want to have. The types of customers that you enjoy interacting with. By and large, these are going to be people who are pleasant to deal with. They're people who have money and aren't afraid to spend it. They're people who appreciate the value you bring to the table. And a lot of times we don't even think of that.

    Taking Just Anybody

    Again, particularly in the early stages, if somebody is willing to pay us for what we do, we're like, "okay, great, I'll take it!" And I think that can really be a mistake. Because it can lead us to establishing the type of client base that we might not want to interact with on an ongoing basis.

    • 20 min
    Improving Your Quality of Life

    Improving Your Quality of Life

    When people think about becoming an entrepreneur, they're not thinking about working 24 hours a day. They're thinking about getting to some point where there is quality of life. "Be my own boss. Decide what I want to do." But how many entrepreneurs ever get there? And what does that have to do with breaking free?







    David: Hi, and welcome to the podcast. Today, co-host Jay McFarland and I will be discussing the topic of Breaking Free of Your Business. Welcome, Jay.



    Jay: Wow, it's good to be here. Welcome. Thank you.



    David: So we've been talking about this topic now for a few weeks. And I was wondering, what are your thoughts when you think of that as an entrepreneur, as a business owner, as it relates to entrepreneurs, business owners and salespeople? What's your initial thought that comes to mind when you hear a topic like that?

    What Does Breaking Free Mean to You?

    Jay: Well, it's funny. I think most entrepreneurs aren't thinking of breaking free of their business. I think it's exactly the opposite. I'm going to dive in. We always hear that if you're going to be an entrepreneur, you've got to give it your heart and your soul. And instead, we're talking about doing just the opposite. I think for a lot of people, they're going to hear that and say, "wait a minute, why would I want to do that, even in the first place?"



    David: Yeah. That's a great question. And what I've been finding is that a lot of people, particularly solo business owners and salespeople, get to the point where they've got so much going on, they're tied to so many different things that they feel stuck. They really feel like they're tied to their business. Like it's an anchor around them. And so the idea of breaking free from one's business basically means, okay, how can I let go or delegate the things that I don't like to do? I'm not good at. That don't generate much money. So that I can focus my time and attention -- my limited time and attention -- on the things that actually move the needle for myself and my business. So that's really what we're talking about here.



    Jay: Well, I think it's fantastic because I know when people think about becoming an entrepreneur, they're not thinking about working 24 hours a day. I know they're thinking about getting to some point where there's quality of life, right? Where I can be my own boss. I can decide what I want to do. But how many entrepreneurs ever get there? Oftentimes they get exactly the opposite effect. Right?

    Breaking Free to Improve Quality of Life

    David: Exactly. And it's true of so many people who start a business. And this whole conversation started because of a relationship I have with the guy who wrote the book, The E-Myth Revisited, Michael Gerber. And I've been familiar with his work for years. We spoke at a number of the same trade shows.



    I had a chance to talk to him and tell him how much I loved the book, The E-Myth. I mentioned that, as a result of his advice, I was able to structure my businesses better. In addition, I was able to buy and sell businesses. I said, "it's the best 11 bucks I ever spent" (laughs.) He got a kick out of that because obviously, it was worth a whole lot more than that. But over the years, what I've realized is that for many of us, the idea of creating the type of business we want to live in is really appealing. But doing it seems to be the part where people get stuck.



    Jay: Yeah. And how do you let go? You know, I'm sure you started out as an entrepreneur doing everything and slowly, hopefully, you've brought in more staff. But how do you trust and let go? Because for them, it may be a day job. For you, it's your life! And so, just giving those little pieces of responsibility away, it's difficult.



    David: It is very difficult. And for a lot of people, it seems impossible.

    • 16 min

Customer Reviews

4.3 out of 5
10 Ratings

10 Ratings

Mxsandy12 ,

Amazing sales and marketing pod!

Really helpful and super interesting!

Andieisme ,

Change is good

Thank you for adding a second voice/perspective to your podcast. I love the mini q&a and that some of the questions I have are asked and answered.

fxdii ,

Great ideas

Listen and you will get some great ideas for selling promotional products. Theses short messages help me to stay on track.

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