Ep. 257 INTERVIEW – Rico Pena

Strategies for a Client Focused Sales Approach – INTERVIEW Rico Pena, author of the book “The Client Nation – Their Perspective – Your Profits” will put tools in you hands for developing long term, repeat clients who provide quality referrals.

Voice over:

Get ready for an unfair advantage over your competition. This is The Sales Edge podcast. Where globally recognized sales expert and trainer Joe Pici helps you sharpen your skills for booking more appointments and closing more deals. And now here’s your host Joe Pici.

(JP):

Do you ever wonder why your clients our customers buy from? You? Have you ever wondered why they don’t buy from you today? We brought in an expert Rico Pena. We brought him back because of the incredible amount. Out of feedback, we’ve gotten from you our clients, but he is an expert on why people buy, but before we bring Rico in, this is the sales head podcast number 257. Thank you so much. I am your host, Joe peachy. We especially want to thank our sponsors Pici and Pici inc. Speaking coaching training consulting, company specializing in right now. Getting in front of your target market booking. Those appointments clause See more deals and sell more virtually.com. That’s our membership platform. Take a look at that. Go to that website. Lot of great stuff, consider being a member. I’m out there every Thursday night live for you. But as we move forward here, this is a topic that comes up. Why do people buy. So we’re going to move into the interview with Rico. Rico is a dynamic speaker coach or trainer a global bilingual speaker. That really helps. Companies Executives really work on your messaging and communicate and take their performance to another level. So, today, first off, welcome back, Rico.

Rice Pena (RP):

Thanks for having me back Joe.

(JP):

With me. Sometimes, people don’t have me back, SSO, you’re easy to have back because I know our audience is loving you. I’ve got some really direct questions for you today that I’d like you to really address the first thing, I want to talk to you about.
I know that you re niching expert and when you work with your client, you are first working to help them knit. Can you speak on that? What you mean by that? And how you do it?

(RP):

Absolutely. So when we Niche our clients, what we’re really looking for is really the customers perception of that product or service too, often. I see a lot of training and everything else is. Okay. Who is your target audience or Or what is your benefit from that? And I see a lot of individuals struggle. So what we do is we go straight to the customer, the ones that have bought or purchase or use that product or service to determine from their point of view. What was the benefit? What did you like? And what, how did it? Help you overcome certain challenges and we work backwards towards what are you offering that fits the that target audience? Once we have that, we have to create the messaging around that connects unique To that specific target audience too often. We see that you must focus on your assumption of your product or service, versus what that person is really searching for to sell that. In a great example. That is go to YouTube. You know, if you type in how to fix XYZ and within 10 or 15 seconds, that person is not talking about it. You’re going to move to the next thing. How do we really capture that attention from that individual? So, that’s really what we do. We reverse engineer it to make sure that your message your benefits and your product and service are tied into how that customer sees that. So, are you saying that you sit down with a client and they give you a list of their clients and you actually talk to their client about what the results were benefits for the that they provide.

Absolutely. Now, there’s some clients it won’t do that. So we do our homework and go straight to them. And we do all that analysis before even we walk into the customer. I did that with a dental company. I was trying to reach out to the owner. It wouldn’t, I tried email, I try phone, I even tried going on the office and it wouldn’t see me and that’s what I had the idea. I said, well, let me go to who’s having a problem that Dennis were having a high turnover rate of the people this agency was placing. So I I interviewed Ken of the dentist and their front staff missing room while I was here. So, too much turnover, once identify the key areas. I emailed the owner, back simply this, I interview, 10 of your clients. I understand what is going on. And while you’re turning over, we should talk. I got a call five minutes later. When you work backwards and you really come from that. Customers perspective. You realize, what are we are? Some options are may not be in a I’m into what and how they purchase.

(JP):

That’s well done. Very well. Die. I get I want go in another Direction here. Okay. I want you to address the art of the question. I know. I know there’s something you work with your clients on. This is one of your fast balls to. As you can take that on a ride for us and get some depth with that.

(RP):

Sure, every time I’m in front of top sales professionals and you do this as well. Joe and probably the same fear why people don’t get on the phone. Is they already three or four steps ahead of the customer? And here’s why they’ve heard it all. They’ve seen it all, especially if they’re good at what they do and they just waiting for the opportunity to position that solution product or service to solve the problem. They already know that the client already has. So most of their questions are either positioning or leading questions, right? That lead them to the Comfort Zone that that company that sells professional has. Here’s the challenge with that, you’re not really getting what the customers perspective of their situation is, and how they are going to evaluate, whether you are the right fit or not. So, I’ll give you what a process. I give a lot of the sales reps. Most sales reps will ask an, open-ended question, get the customer talking. We’ve all heard about that. They’ll hear an opportunity to position and they’ll pivot to ask questions around positioning. Is understanding. And if they don’t understand them, then how did you not go into when you get to the point proposal? You’re too generic and that’s why you have a price War. So for your audience is a couple of follow-up questions. I want you to think of questioning as a funnel. When you open do an open-ended question. You really want to ask to better understand and what I tell a lot of the the clients I work with is you want to appear to be interested. Not interesting.
Okay, so that way, run it. They made a miss that you have been eating an apple or something, your goal. I mean you’re throwing darts here buddy get that one again. You want to appear to be interested. Not interesting with its powerful. So that way the only way to do that is the intent of your question. So when you ask an open-ended question, you’re really wanting to understand their perspective of the situation. Hmm. Here’s the key here. Staying in that funnel. Means you have to stay in that topic. So here’s a couple of follow-up questions you want to use. If they give you an answer and you really want to go deeper follow up with, will help me to understand whatever that specific thing you want. They’ll answer again. That third one is where gold lies, whether it’s what impact is that going to have whatever the outcome? How? So tell me more?

Here’s the rationale scientifically, whenever someone answers a question that first question is a logical answer. That second one, if you follow up in that topic is going to be partially logical. But more emotional, if you dig a little bit deeper, you’re going to get to the heart of the matter is what we call the trigger point. That’s the emotion, if you tie your recommendations to that third answer your value skyrockets is now you Mar consultative versus someone peddling, a product or service.

(JP):

Rico. You and I had a conversation the other day. Because you remember the year, we met. Okay, it’s got to be over here. Then, 10 years ago, easy. I’m thinking it’s probably in that 15 year, mark. Okay. It just I’m really gonna throw you a curve. I remember, I remember the very thing. You said 15 years ago and you just illuminated on it. You asked me what funnel I was talking about. So this next question is going to set you up to maybe talk about that a little bit. Your funnel was showing how you could bring Clients through the funnel of logic to emotion. You remember that? Finally, we have a name for it. And that was the concept. You have illuminated, and just like, Joe and Dawn, we’ve taken what we do. And we go vertical, and it’s gotten richer and better, but that funnel literally you were showing how you could take prospects through the logic to emotion. You want to address that at all?

(RP):

So and actually it’s so much more signs now than it was back. Then, you know, that was just something I observed. So, Logic to emotion. We all Pura make decisions that are emotional that are supported logically, right? Alyssa what it is. It doesn’t matter. There’s a and it part of that is that if you put your fingers between your ears, you have what’s called a mammalian brains like a dog brain. And that is the part of the brain that determines fight Freeze or flight risk assessment, right? So whenever you wear at the first time talking to a customer, they are sending to assess. Are you the best?

For me, because you understand what? I need my culture. My clients and you are in my best interest. So, if you don’t take the time to truly understand, you’re going to remain in that logical level. So it through questions through research, through always looking at adding some a detective point of view to better understand you are moving the conversation to emotion. Now. This has been scientifically proven. They have put people in CAT scans and MRIs and they’ve been able to To see what causes the brain to go from negative to positive. Is it words? Is it statement? What is that going from logic to emotion? It is actually the type of questions you ask the ones that caused them to think or understand a part of the process. They never considered.

That moves him into emotion, because now they see that you are there to help them. Not just try to sell them.

(JP):

Is that in your book is this in your book. can you read can you say get tell everybody what that book is again?

(RP):

It’s called the client Nation their perception, your profits.

(JP):

I have to go back and reread that book. Yep, because that’s what you’re giving out here is pure content gold and in this is upper level folks, this He’s overcome your fear of the phone. This is when your lead generation is working this through you’re getting in front of your potential buying client. And what Rico is talking about, That’s when this kicks in. And so I’m going to recommend you buy this book because what he’s talking about is in that book. How long could you write that book?

(RP):

Going on eight years now and it’s still relative even more. So now go truly on the phone. It’s insane.

(JP):

Principles are Timeless, desert timely and these are principles that stand the test of time. And so this is this is good stuff. I’m going to ask you another question here. How long did it take you When you made that pivot? Okay. I am an employee. I’m going to move into The Entrepreneur Space. How long did it take you to figure This out what you just talked about?

(RP):

Wow. To really figure it out and be confident in it. And actually turn it into a business. I’d say about five years of a lot of trial and error mistakes, you know, but I think the reason why we’re successful would we never lost sight of the goal of what we wanted to do, you know, and I know everyone is a lot of people right now. Are there’s a lot of uncertainty and things of that nature, but if you don’t lose focus on what no matter

You pivot. If you’re always staring at where the endgame is, you’ll be able to achieve, no matter what it is. You know, your level of income is directly connected to the quality of your standards and Riri. Quote, that one, your level of income is directly connected to the quality of your standards.

(JP):

You know, Rico your you’ve grown so much your contents always been good. But your Clarity has got was so great, you know because of your talent, you know, I remember when we first met and I threw you a pen and just like that you put that funnel up and I’m thinking gosh, there’s pure gold. But then you went and Drew something Else up and and that’s something else because of your talent and I said we go, you see this chart right here yet. There’s a million dollars right here. Folks. What you just heard. Is 100% gold on how you can really not only capture clients and retain them but work. Here’s what I want to do here. I’m gonna throw you another curb because you can handle it, you’re hitting them over the fence your Communications expert. Let’s get out of the sales room. For example. I know you do a lot of internal Communications. What do you see? As some of the biggest challenges companies are having?

(RP):

Deleted a good question. Before all of the covid pandemic. The biggest challenge. I saw that the executives managers and leaders were having were focusing on the individual and how to communicate motivate, and Coach. So many leaders struggle with that. And that’s why you see, such much turnover. Yeah, and it’s because, and it’s, and I don’t blame them because their value is really determined by the number. They bring in on a quarterly basis, right? So, that is pushed onto the Team, but the leaders who truly take a step back and understand it how you communicate, how you coach, how you Mentor, truly elevates that person to perform at a higher level? Because they want to is why I see successful companies really Thrive, no matter what the situations are. So if you are a leader out there and you are really struggling to get a foothold, because of your team, because of the market shifts, especially virtual. Take the moment to sit down with your individual team members and understand, just like, with a customer. What is their perception of what’s going on? What is important to them? Every employee shows up to work? Because they have a very specific why, whether it’s mortgaged College car bills. It doesn’t matter. But most leaders. Don’t take the time to sit down with them. Understand what is driving you this month to make this quota. And let’s create a plan to help you achieve that. Thanks. Anyway.

You have a skill set that you are struggling with. Let’s figure out a way to improve that skill, wet set. There’s only two kinds of employees, or sales repercussions or anything in the, in that pool. They the ones who don’t know how to in the ones who don’t want to. They don’t know how and need any coaching a training, the ones that don’t want to is a attitude issue and you’re not gonna be able to fix that, right? So what I see when I train them is to really be empathetic to listen, effectively and one of the tools that we provide

Either gives them an instruction manual is our assessment tools. So now you have a scientific step by step on how to communicate ideal environment, how to manage what motivates them, that gives them an emphasis of where to focus on to improve the life of that employee. And I don’t finish with this in all my sales leaders. Hate me, when I say this. At the end of the day, those employees, if you are a leader, don’t work for you. You work for them because if they all leave you are out of a job. your results are determined by their performance. So if you focus on making sure they want to be there, they love what they’re doing your, you’re sowing into them. Then everything you’re looking for, will come to fruition.

(JP):

Very good. Rico. Tell these people how they can find you. How are you work with you? Buy your book?

(RP):

Absolutely. You can I book on Amazon or on our website www.penaglobal.net, can also reach out to me on LinkedIn under Rico, Pena, or you can just give me a call 770-616-8080, we’ll do a 15 minute consultation.

(JP):

Wow, Rico, that was incredible. Thank you so much. And folks, please. This is this is a value to you. Can you like it? Share it? Can you make a great comment? But as a gift to you, take out your phone and put the word sales, edged in the text box, set it to 5 5 6 7 8, hit the Pici and Pici link tremendous amount e-courses and links to our podcast downloads, but we really like you to take that link and take a run over there to sell more virtually can see sitter being one of our members. So, thanks a lot. Lat, we’ll see you at our next podcast

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