Hi Everyone, Carl Gould here your #70secondCEO, just over a minute of investment per day for a lifetime of results.

I do this thing, remember I said I could show you how much money I can steal from you? And you’d never know it, ok? So, without looking at any reports please, write down, year to date, as of close of business yesterday to the dollar, what is your collective revenue in your business as of yesterday, close of business? Write down the number no rounding up, no rounding down. Before I even, before you even attempt to pretend to know. How many people know? Exactly, write down the range of what you think it is. Ah, it’s between this and between this…..I think it’s like between 1.2 and 1.4, it’s eh 600 and 650 eh, I don’t know. 5.2 to 5. somewhere in there. Ok, what’s the difference percentage-wise between those two? 5%, 10%, 15%? 20? Alright, 10 is the most common answer by the way. Alright, I just asked you about sales.

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Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Go on 10 appointments per month, for six months. What they've learned in this organization called the Institute for Independent Business, they had business mentors in 50 countries, so there are about almost 7,000 of them. What they learned was, if you go on 10 appointments per month, a lot of things happen. You get really good at your pitch, you really understand your ideal client, you understand what works and doesn't, you figure out how to close, you overcome the objections, you really hone your presentation. And so here's what he said, what’s that?

Trial by fire.

Trial by fire. And here's what he learned. Statistically, your chances of getting your client on the first 10 appointments is actually very low, very low. It's like under ten percent. Now doesn't mean that has to be your experience. You might walk out like I don’t know what happened to them, I got 8 out of 10. Good on you. Your probability of getting a client with your next 10 appointments on something that's new or something you change are actually very low. Your chances of not having a client- not having a client after 60 appointments is almost impossible. Meaning the probability of you having clients after 60 appointments is ridiculously high. The probability is ridiculously high one and a way.

It’s a count explore.

Pardon me?

It's a count explore.

It's a count explore, but you could I could, we could have a count explore 60 times and you could lose every time because why?

You figured it out basically.

Yeah.

Because you guys are too talented not to get it.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

What happens in your career is, you know, when you're younger as a CEO or a founder, an entrepreneur, your risk tolerance tends to be higher.

You're willing to take more risks, you're willing to change more. You know, I say that CEOs fall in two categories. They fall in the category of, I wanna make a mark.

I wanna change the world. My product or service is amazing, I wanna do that. Or, I don't wanna screw it up.

I've had some success, I've got this good business. Maybe I inherited it, maybe I bought it, or maybe I bought out my partner. But however I got here, I've got this really good business.

I don't wanna screw it up, I don't want this to go bad because this is my annuity for the rest of my life. Maybe this is for the next generation. Maybe this is for, you know, my kids or whatever.

But I don't, you know, so I fall in one of these two buckets so early on, most of them are, I wanna make a mark, right? So they have a high risk tolerance. And so they're all over the place. But once you get to, I don't wanna screw it up, now you're in that place where you're not, you don't wanna change what you're doing as much.

You know, I don't understand this next generation, what is going on? You know, I hear that, I'm like, I don't care what you think, but they are the primary purchasing power and you sell to them now.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Business is simple, and it's elegantly simple, but it's not easy, right? Because of what you have to overcome, if you are in a service business, you are doing your service so your clients don't have to change their behavior, okay? What do I mean by that? I had a landscaping company, right? If you owned a building, I'd do a service of cutting the grass so you don't have to go out and do it.

You don't have to change your behavior and become a lawn cutter. I cut my grass so you can continue to be the building manager. However, if I'm in the product business, I build a product so you will change your behavior.

It's exactly what it's designed for. If I make this great TV with all this capability, you're going to have to use it as a monitor. You're going to change how you use the TV.

So in order for me to do that, I've gotta convince you that I either have the right service or I have the right product. And my product is so good, I want you to change your behavior. And my service is so good, you're never gonna have to change your behavior, right? The done for you part.

So that's the relentless, never-ending part of business, sales and marketing, where I have to message and convince you to either keep your behavior the same with my service or change your behavior with my product.

Like and follow this podcast so you can learn more. My name is Carl Gould and this has been your #70secondCEO.

Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Your business will only travel as far and as fast as your worst system.

And any frustration you have in your business is because you lack a reliable and a consistent system in that area, right? So what you, in your business, your goal is to build an assembly line. That's it, to build an assembly line. So today, you and I are doing the interview, right? You already know what you're gonna ask me.And to be honest, since the interview is going to feature my audio, you don't actually need to be here. But could you have written the questions and then handed that out to 10 interviewers, 10 teenagers, that just said, hey, Carl, Mr. Gould, whatever, I'm gonna read you these questions, don't worry about me. I'm gonna read them out loud, but we're only capturing you. You could do 10 of these, right? So the system of how you do an interview could be replicated.

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Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one minute investment every day for a lifetime of results.

Because what happens in that, because it's a perfect analogy for business because there's a feast or famine, roller coaster that businesses get on.

So in other words, when you're a small business and you don't have any business, (0:20) you go out and you get all clients. Now you have all this work to do. You're like, oh, I'm really busy.

I better go and build my widget or do my service or whatever it is. And you stop marketing at the time because you're so busy fulfilling. So you get done with that engagement or you build that product and you ship it off.

You're like, oh, that was good. Now, as soon as you're done, you're like, wait a minute, we don't have any more projects, right? So what do you do? You pedal back and you start working hard on sales and marketing. And so you get on this roller coaster where if you're doing sales and marketing, you're not fulfilling.

And when you're fulfilling, you're not doing sales and marketing. That is a hard roller coaster to get off. And it never ends.

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Hi everyone, Carl Gould here with your #70secondCEO. Just a little over a one-minute investment every day for a lifetime of results.

Target and Walmart especially have done a really good job.And it's funny, you have that app too? I have that husband mode as well. That's really good, it's getting around. Target and Walmart especially have done a really good job with what is called the last mile.

Amazon struggles in most delivery services, UPS, USPS, FedEx. They struggle with the last mile, meaning they can deliver that product all the way but can't get it quite to your doorstep because you're not there, right? And so what Walmart and Target have done really well is you order it online but you can pick it up curbside at the store. They have a lot of outlets, Amazon does not have outlets.

So they have a competitive advantage there. I think you're going to see same-day pickup and curbside delivery be very much a trend of the future. Drones are coming, 4 million packages.

Chick-fil-A delivered 4 million packages in the state of Florida last year using drones.Drones are coming. The question is going to be how, when, and how much?

Like and follow this podcast so you can learn more. My name is Carl Gould, and this has been your #70secondCEO.

Hi, Everyone. Carl Gould, here is your #70secondCEO, just over a minute of investment per day for a lifetime of results.

There was a study done in 1974 by the Sloan School of Business, and they said, “What drives value in a business? And 95% of what drove value 40 and 50 years ago, was the TANGIBLES of the business, its physical assets. Well, let's fast forward to today. A follow-up on those 10,000 companies and the second part of the study showed that 72% of what drives value in business is its INTANGIBLES. Its intellectual property, it's brand equity, its brand promise. Toms shoes- is it the shoes? Or is it the fact that that company goes out, and for every pair of shoes you buy, they buy a second pair, and give it to an underprivileged child somewhere else in the world? Which one do you think it is? So stop falling in love with your product or service. Yes, you want your product to be impeccable. You want your service delivery to be outstanding. No question about it. Logistically, we want those things to run well. Understand though, people will pay more, they will pay more for the other aspects of working with you.

Like and follow this podcast so you can learn more, my name is Carl Gould and this has been your #70secondCEO.