The "Why" In Business

In this Dropout Multimillionaire Podcast episode, Brian delves into the pivotal question of "why" in business, emphasizing the importance of defining why customers should choose your product or service and why they should choose you. Through compelling stories, he highlights the need for a unique value proposition to stand out in the market. Tune in for actionable insights on business strategy, sales teams, and building a successful enterprise.


Welcome to this episode of the dropout multi millionaire podcast, where we talk about tactical business strategy, building high performance sales teams and growing your business. If you're ready to break free from the status quo and join the ranks of the Mavericks, the rebels and the renegades who refuse to conform and instead build multi million dollar businesses, then buckle up.

Here we go. What's going on everybody. We are back the dropout multimillionaire podcast. As always, this podcast is based on my bestselling books, the dropout multimillionaire, which is 37 business lessons and how to succeed with no money, no education, and no clue. And my latest book, which is no. The psychology of sales and negotiation both ways.

Both of those are Wall Street Journal bestsellers, number five and number three. Today, I'm actually rerecording a podcast I did a year ago. It might have been the first or second podcast I'd ever done, and it was on a New Year's Eve when I was staying home instead of going out and then everything to do.

So I recorded like six podcasts, but we've gotten much better at this since then. And so we're gonna rerecord this one 'cause I think it's a good one. And this podcast was about the question, why, and I've covered a lot about this question over past episodes. Um, but why we've talked about, why are you here?

Why are you in business? In today's episode, we're going to talk about why people should buy from you. Why should they buy from you and why should they buy your product? Okay. This is kind of a tricky question and I'll be honest with you. A lot of business owners can't answer that. And even more salespeople can't answer that.

And that is a challenge. Building a business is both an art and a science. And the why question is a little bit of the art. So I want you to think about that question. Why is your product unique? Why is your selling unique or is what you're selling or is your business just another commodity? Are you the only company in town selling what you sell?

Are you the only salesperson out there selling your product? What makes yours different or can they get it from anybody? So, I want to tell you three stories to kind of highlight where I'm going with this. The first one, Uh, I was working as an interim, uh, president of this insurance company out in Portland, Oregon, maybe 10 years ago.

And I had left the company, had come back to Atlanta, and one of the salespeople who worked for me out there had left, and he was starting his own agency. And he called me one day and he said, Hey, Brian, can you help me? I'm trying to figure out how to get past the gatekeeper to get in and talk to the decision makers in these companies that I'm pitching.

And by the way, if you're in sales, that's a pretty common thing, right? We've got to go through these gatekeepers trying to get to the people who make these decisions. And I said to him, I said, Matt, let me ask you a couple of questions before I, I help you here is why should they buy from you? He was selling insurance at the time.

He's trying to sell group health insurance. I said, why should they buy your insurance from you? Why? And he said, well, because I give better customer service than everybody else. And I'm kind of a harsh guy. I said, yeah, who cares? I mean, that, that means nothing to me. Everybody says that the walks in the door, every salesman says I give the best customer service.

You need something better than that. And he said, well, I care about your employees. And I got to be honest, I almost laughed about that one. How can you possibly care about my employees? That's just, doesn't even make sense. Why would you even say that you don't know my employees and you don't care about them?

All you want is. My money. I said, so that's not going to work either. So you're going to have to give me something better than that. And he said, well, I don't know. I mean, that's why I called you. What should I say? I said, Matt, here's the thing. If you can't tell me why a customer should buy your product and why they should buy it from you.

Then they probably won't. You're the one selling it and you have no idea. You need to go figure that out. Talk to your friends, your wife, your spouse, your… Figure out why anybody should buy your product and why they should buy it from you. And when you figure that out, you're going to have your answer.

That's how you get past the gatekeeper. The next question, or the next story, was, uh, mine actually. I was, I have a little chain of restaurants, uh, that I own and we were looking at opening another one and I was kind of debating on where and… I was sitting in my hometown here in Alpharetta, Georgia, and I was sitting at a restaurant, sitting at the bar, watching football one night.

I think it was Superbowl season several years ago. Bunch of dudes were all sitting at the bar and the game's on TV, but we're listening to, you know, music. In the background and one of the guys grabs a bartender says, Hey man, can you put the game on? I mean the sound for the game on so we can hear what's going on and the bartender said no that's against company policy We're not allowed to play the game We're only allowed to play this specific music and remember like three guys looked around each other like there is no place in this town Where we can go and watch a game and listen to the sound This is ridiculous.

And I was sitting there and I was thinking, aha, if you're looking for a reason why people should come to your business, there's a reason why, right? There are no sports bars. In Alpharetta, Georgia at the time. So, I went out, I found a space, I built a sports bar, it's called Central City Tavern. And guess what?

We are the place to go to watch sports in this town now. One of the most successful restaurants down here. Because we found a reason why, okay? Third story, my editor when I wrote my last book. I remember, I would, it was my first book actually. I had written this book and I needed an editor to help me and I was looking all over the internet.

And looking at publishing companies and editing companies and I found three companies that were out there. And That, uh, did book editing and they wanted, you know, five, 10, 15, 000 to do all the work and get your book published. And I remember I posted something on social media, I think it was Facebook. And I said, Hey, I'm, I'm looking for an editor.

And lo and behold, the same guy was just telling you about Matt, about the insurance, uh, guy sends me a Facebook message and he says, Hey. You need to talk to my friend Hillary. Hillary's an editor. And so, I looked this woman up and I, I found her and I called her and I said, Hey, I'm, I'm looking to have a book published.

Need to get it edited and published and, uh, I've looked at three big companies and my friend Matt said that I should talk to you before I make a decision. So, that's why I'm calling. And she said, that's awesome. Were you looking at XYZ company and, and, and… And I said, yeah, that's what I'm looking at. She goes, yeah, actually they want me to come to work for them, but I don't want to.

And I said, that's interesting. I don't understand what you mean. She said, well, they use all subcontractors to do the work for them. They don't really do the work. They get your money and then they hire me to do the work. They pay me. And then of course they keep the override. And she said, I know what I charge and I know what they charge.

And they charge way too much. And I said, so you're telling me that if I hire them. They're going to hire you or someone like you to do the work, or I can just skip the middleman, save half the money and have you do it directly. She said, that's exactly right. And I was like, well, that is a deal. That is why I should do, that's why I should have you do my editing.

So I ended up hiring her. She had no idea what she was doing. She was instinctively giving me in our conversation, the reason why I should use her service and why I should use her, her specifically as a hell of a story. I actually wrote that in the first or the second book. I can't remember, but that's an exact example of what made her unique, same product, same service.

Less money. That's a deal. So those are three stories. Um, I'm going to have to cut that off cause I only did two stories. So that was right at eight minutes, by the way, you're going to go backwards. Um, what was the third story? Oh, that was the three stories. Okay. I'm going to, I'm going to jump back in here.

So those are my three stories of why. Okay. Why should anybody buy your product and why should they buy it from you? If you can figure out the answer to those questions, you will create something that is unique in the market that will draw people to you. It will allow you to stop being a commodity. Which is they can buy your service from anybody, anywhere, and it will allow you the opportunity to scale because of that uniqueness, that is the why.

So that's it for today. Uh, if you're interested in any more, any more information on me, uh, you can go to my website. It's brianwillmedia. com. Uh, my books are on there. My podcasts, my blogs, my sales training courses. Uh, in fact, by the way, I have a sales training course. It's called the masterclass to sales and negotiation, which is based on my last book.

If you go to the website, you go to the coaching session, go down to the training session, click on the sales and negotiation tab, enter the code sales, S A L E S. That will give you a discount coupon that will bring that cost down to zero. You can take that class for free if you like. Uh, if you do drop me a message, let me know your thoughts.

If I can help you in any other way. Let me know. Otherwise we'll see you next time on the dropout multimillionaire podcast.

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