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Connect with Jason
https://www.jasoncooper.io/
https://www.linkedin.com/in/jcooper1970/

Connect with Russ
https://russjohns.com/
https://thepiratesyndicate.com/
https://nextstepnext.com/
https://www.linkedin.com/in/nextstepnext/

Audio digitally transcribed by Descript

Introduction: [00:00:00] Welcome to the #PirateBroadcast™, where we interview #interestingpeople doing #interestingthings. Where you can expand your connections, your community, #kindnessiscool and #smilesarefree. Let’s get this party started.

Russ Johns: [00:00:10] #PirateBroadcast™ and we're going to be talking about sales today. Everybody wants some. We're going to talk to Jason and find out how to get some. Morning, Jason. How are you doing, my friend?

Jason Cooper: [00:00:20] Good afternoon, should I say? I'm in the future and you're in the past. Remember that. I appreciate that very kind introduction. I'm absolutely delighted to be on your show today. So yeah, I'm looking forward to it. It's nice to be interviewed for a change, as opposed to interviewing other people. Thank you for that.

Russ Johns: [00:00:39] Yeah, you're on the other side of the mic now, so I can interrogate you.

Jason Cooper: [00:00:42] Yes, please do. Please do interrogate. Interrogate away,  please. Ask me loads of questions or whatever. I can maybe learn some tips from you.

Russ Johns: [00:00:50] One of the things that I really believe in strongly, and I think that you probably follow the same idea and the same concept of relationships. Building community or building relationships in the community and knowing that there are advantages of having people that can help you and give you feedback and tell you when you're off course and saying, wow, that seems to be strange. And yeah. So for those that don't know you though, Jason, I know that there may be four or five people in the community that may not know you yet. So give us the elevator speech that you would like to share that people could get to know you a little better.

Jason Cooper: [00:01:33] So basically my approach really runs around critical areas of self-motivation, personal relationship and individual tenacity. So I look for people that want to grow and want to change their ideas and the way that they've done things, have always done things. And I want to, as you say, we, you spoke about relationships just then I think it's all about relationships. How can we start a relationship? Which is selling or sales or serving others. How can we build and how can we maintain for the longterm? And that's the reason why I work in this approach because I've known people for many years, customers that I've known for many years, personal relationships that I've known for many years. I rebranded myself recently as the sales relationship coach, because I believe that it's all about relationships. How can we build better relationships that we can serve other people in a more value basis that we never sell to them? Because what we do is we help people buy. We don't ever sell. And that's the key thing. We're all in sales, really. Fundamentally you're in sales, I'm in sales. Every single one that we speak to is in sales of one degree or another. But when you actually put down that your sales person or whatever, sometimes the connotations in your head is the double plays in secondhand car salesperson, which is very sort of 1980s. And that we've moved on so much more from that. So I like to think is to using the era of helping people understand who they are, helping other people to see from their perspective and go inside the other person's head. And I'm really into the psychology behind that and the behaviors of how we do that. What can we do to make a massive impact on someone else with someone else or for someone else? I believe it's all about people's skills and understanding how well we can use our authentic self. We have others to build those good long-term relationships, relationships start very small. You don't impose yourself on every single person that you meet because some actually get to stand back and go hang on a minute. This is not quite right. But as you know, if I do that to you, then all of a sudden your barriers would come up and your hands would go up and say,, Jason, stop it. Leave me alone. Leave me alone. It's too much now. Timeout. It's not like that in the real world as you know .

Russ Johns: [00:04:11] Absolutely. I absolutely agree. I want to dive a little deeper though, because as you're talking through this, Jason, I think it's important to understand that not everybody and this is one of the things I struggle with all the time, complete transparency, is if I think I know it and it's something that's easy for me to do, it doesn't have as much value as something that I have to work for; therefore, I give it away. And the reality is that the things that come easy to me or to anyone and the thing that they really enjoy doing, they can actually do that and help add value to somebody else's world.  That's valuable. That's priceless.

Jason Cooper: [00:04:59] Yeah, it is. It is. I totally agree with you. It is like you and I, we have to work really hard on ourselves and redevelop ourselves so we can serve others because we have to educate ourselves. And the more we educate ourselves, that's why I teach people and coach people. Cause I find value in that. Because the more I can do that, then I think I've served them in a right way and given the right sort of core skills that they can actually serve others. So that's the way I look at  my methodology is by how I help people grow, learn and get that little sparkle in people's eyes. But in order for me to do that, I have to learn phenomenal amounts. And I still am learning phenomenal amounts about how I can best facilitate use in what we have around us and all the tools, the zooms, and whatever else, and understand the latest methodologies that are out there. That's why I go to so many learning development workshops so I can understand how I can serve others in a better way. And then I have to actually help myself, but understanding the latest sales processes like user neuroscience and neurology, and what goes on inside of people's brains. So you can understand what goes inside the buyer's brain so you can best serve them.

Russ Johns: [00:06:19] Absolutely. I just want to remind everybody today that Jason has been kind enough to donate some 30 minute strategy calls. We're going to be doing the #piratenation giveaway. So if you have any interest in learning more or jumping in, or being part of the pirate community type in hashtag pirate nation in the comments. Sarathy won yesterday. So we want to make sure that you're available and you can win and you can win as many times as you can enter and I just wanted to put that out there. We're going to be doing this on the #PirateBroadcast™ every day. We're going to be giving away things. We're going to be contributing back and adding value to the community. So share this information. Share it out and make sure that you're providing the value to others too, to catch up with resources like Jason. And it's amazing that you're here, Jason, and thank you so much for contributing to that cause.

Jason Cooper: [00:07:18] That's absolutely not a problem. Cause I always think about reciprocation. Everything's reciprocal. So wherever I help and add value to someone else, which I hope they will make an impact in what they do. So if I can do that, that'd be absolutely awesome. And I can see people in your chat here because I use StreamYard so I can see Tracie, Howard. Wendy and I can't pronounce... Anyway, there's a lot of people in the room, I can help add value on whatever strategies, whatever challenges that they might have right now, whether it's basic or advanced or whatever it might be in their sales strategy. So they can in turn, help others to get what they want.

Russ Johns: [00:07:58] Yeah. Howard says the key that a true relationship is based on authenticity. Authenticity and trust are individual. And I trust the guy for great advice all the time. He was really another one. Another one I depend on is Wendy. Welcome to the pirate posse, Jason, massive impact are actually the Admiral'smiddle names. Love you Wendy. Thank you. And Sarathy says, hi Jason and Russ and pirates. Thank you so much. Type in #piratenation today and we'll get you dialed in here. And Tracie, she's the producer. I love her. She takes care of all my stuff.  I depend on her every single day. Yeah. Jason,

Jason Cooper: [00:08:46] I'm sorry to your hashtag #PirateBroadcast.

Russ Johns: [00:08:51] Yeah. It's hashtag pirate nation is what I think I put out there. Let me see if I can find it. Let me see if I think I've put it in here.

Jason Cooper: [00:09:02] You put on the middle.

Russ Johns: [00:09:03] Type #piratenation. There you go. So if you type that hashtag in there, we already have some entries in the thing, so I know it's working. All right.

Jason Cooper: [00:09:12] Awesome. Different technology works. Awesome.

Russ Johns: [00:09:16] Jason, I want to come to the psychology of the sales process because I just think that for myself, this is just me speaking, is when I can actually add value and people have a problem that is in line with that value. It's just a conversation. There's not really a sales process that takes place. Yeah. And talk about that a little bit.

Jason Cooper: [00:09:43] People like themselves. So I think the number one thing that you always have to get across is before you ever step into a sales arena or whatever, I always like to say, understand your mindset and also understand your purpose of the reasons why you want to sell that product or that service. What does the dreams and the values do for you once you do sell? So what is that going to enable you to do? Is that gonna enable me to have a better life? Ask yourself another question is what else would happen once you do achieve those goals and those aspirations and have that opened mindsets that you can actually achieve your goals. Once you set yourself to success, I think the mindset is the most imperative and most important thing. Even before you start speaking with a client and customer, understand your own physiology, understand your own state management. If you've had several calls or you come into work and you've had a bad day getting into the office, not that we're going that far at the moment, but understanding your state management, because that's hugely important. Understanding your own physiology. Are you sitting up right? Are you sitting straight. Are you breathing okay? Are you smiling? Cause people like...I notice you got a little small underneath your bed there. That is really nice for people to actually have, even before you get into any sort of sales methodologies or anything like that. I think it's always the mindset, the purpose, the belief that you can do it. And as you say, If you push money aside and everything else, you are just having a conversation and you are helping someone else achieve their dreams, their desires, and be better at their job or what they do, because it's never about you. It's always about the other person. So if you can detach yourself about thinking of a script and all of that other stuff, I think it's good to practice and understand what your products and services actually are, but I'll take it up to the next level is being known for an expert, being known that you are credible. You're the most credible person out there. You stand by authority because you understand your product, your features, your function, you understand also your other competitors products, features functionality. You understand that the market is more educated than you think because we've got this wonderful world of internet. People are more educated than ever before. So your job is number one is to maybe help them see things from a different perspective, help them see what the world is like and hopefully we'll fit into your business or whatever it might look and feel like, but you never sell to them. You always serve them in the best way that you possibly can. And again, empathy is massive. The more empathetic that you can be and listen and understand and listen in your head. Then you ask a question based about what you've heard. And I think that's the most important thing is use these two flapping things on your ears. I gotta sit by now because the more you listen, the more you understand, then the more you can ask a wonderful, smart question based on the challenges, the opportunities, whatever about the other person.

Russ Johns: [00:13:15] I really love that and just having and understanding and listening to understand and not respond is something that we talk about on the #PirateBroadcast™ all the time. And it's really important. It's critical to understand what is the person, what is the pain that they're going through? What is the individual's pain that they're looking to solve? And like you said, the psychology of that is something that we need to speak to in order to identify what we can do to help individuals with that problem. The other thing I want to ask is Marcia, who's an awesome individual and a pirate, and she's going to be contributing to the pirate store. I don't know if anybody knows that there is a pirate store, pirate treasure. Hidden in the Russ Johns website, but you can go check it out if you want. Marcia asks, can you talk about selling to folks on e-commerce versus face to face with buyers. And I think this is absolutely critical to where we are right now because the psychology of the conversation still has to be intact. Even if we're not having a direct conversation like sales pages, email communications, the talking style, the impact we're making on the communication. Maybe you could talk a little bit about that psychology, Jason, and give us some ideas that we can use.

Jason Cooper: [00:14:40] Psychology about talking to folks on e-commerce versus face-to-face with buyers. Like e-commerce is slightly different. I think when you sell or when you serve to people on an e-commerce site, I think you have to respond to people's requests because you're on an e-commerce platform, the likes of Amazon or all of those sort of wonderful, lovely big sites. I think if you pose a question and it is probably like a buyers market there specifically, but I think you have to get back to the person very quickly. Something that I use and I find quite powerful within email communication is forget the text. I don't use texts anymore. I use video. I will respond to people with video and I use a wonderful tool called video card. There's plenty of them out there, but it's ads. Within 30 seconds, I can write War and Peace in a big textile log. Number one, they can hear what I sound like. They can see me. They can build that trust and that connection with me in more of an empathetic way, as opposed to me writing lots and lots of texts about that. Cause it's all about one-on-one relationships and how to build trust and how to build your own integrity and credibility. I do it by video because I find that's more of an impact, exactly what we're doing now, but when I send an email, I do exactly the same.

Russ Johns: [00:16:16] I'm a huge fan of Dubb, which is a tool that is video focused. It's communications. It's a followup. It's an email. You can actually use it in your LinkedIn profile and DM's and things like that. And it's incredibly powerful. And it's one of the ways that I've booked hundreds of episodes of the #PirateBroadcast.

Jason Cooper: [00:16:39] I didn't answer the second question. So I think as online, as opposed to face-to-face people, like people like themselves, there's something to do with our bodies that were chemical related. So you do build on a face-to-face meeting a little bit more. I don't know, rapport. You can actually elbow them, you can't handshake anymore, but you'd go over the elbows. So there is something a lot more, I dunno, pleasing, there's something a lot more, I don't know, filtered through your body a little bit better that you can see the whole body. You can check everything online. I can still see your face. If you're focusing in on what I'm saying or whether your eyes are going off in a different direction, and you're thinking about the wherever or what you're going to have for dinner tonight or whatever else, there's this bit of both really. I like a bit of both really. There's a bit of blend in there.

Russ Johns: [00:17:35] Yeah.  I experienced long-term in the years of being in email mostly. Is typing out a message that someone else can relate to it. It's not about me. It's about how we're solving problems together, providing a solution to a specific problem and speak to a specific problem in that way. Cause not everybody thinks like you do, and that's the one thing that a lot of online marketers have a challenge with is they think that everybody's thinking about the problem like they think. And it's always good to do some research in psychology and figure out, okay, what do people really need? And that's what I've been thinking a lot about is like, I produce shows for other people and I have a very effective program and I've been able to put a broadcast together every single day. And the #PirateSyndicate provides that service to other people. In fact, Jimmy jam is a client,  great points, jason. Listening is key. Absolutely. And the reality is that you have to understand what the individual is searching for and then speak to what they're searching for and not what you think they're searching for.

Jason Cooper: [00:18:52] Yeah, absolutely. And that's where a lot of mistakes are made is you talk at them and you think you've got to sell, but you haven't done anything. All you've done is like throw a lot of stuff and hopefully some of it would have stuck. But another thing I was thinking about while I was talking and just to come back to your point a few moments ago, it's a collaborative effort. You meet them in the world and you work with them to both find the answer. And it's a collaborative, some of the most sophisticated sales professionals at the moment, work with them in the same space. And they're both invested into, once you get over the rapport,, once you get over everything else. But I think you work with the opportunity together and you're both invested within the process and you're helping one another, but obviously you're helping the clients more. So get to what they want to have and what they need to have and what the challenges they're facing. As soon as you can find the opportunities there, then you work with them to help them get to where they need to go.

Russ Johns: [00:20:01] That reminds me of a style a friend used to talk about. It's called same side selling. You're working with somebody to solve a problem. You just happen to have one option and you might not have the best option. It's just one of the options. So if you can help unpack all of the essence of what they're looking to solve, what problem they're looking to create a solution for, and if yours fits in, great. If it doesn't, then you're also a trusted advisor that they can rely on. Say, hey, thanks for helping me understand what I'm looking for.

Jason Cooper: [00:20:34] On that point, actually, Russ, is sometimes you just cannot sell to them or serve them or whatever. Sometimes you just have to go there's no point in sticking a square peg in a round hole because you cannot do it. It just doesn't fit. So your best bet is to say, I think you're perfect for what you do have. I cannot give you anything else. I think you best carry on the way that you've done it. Because that builds that circle of trust because they're going to remember you because all of a sudden you've actually been the guide. You've actually been the sort of person that they go, oh, I like that person because they're not giving me anything that they've gotten their artillery of product services and all of that. But sometimes you just have to go, no means not now. And you're that trusted advisor, and then they're going to refer you over to someone else that might need what you have, because then you work on the same levels.

Russ Johns: [00:21:30] Yeah. And then you become... I've done great work with lots of friends. And so it's like sometimes your clients become your friends before they become clients.

Jason Cooper: [00:21:41] Absolutely. I think that's the best way sometimes. Like you building those relationships, you're building that rapport. No means not right now. It could be six months. It could be year time before they come back to you and go Russ, you were such a nice guy at that time, you've really helped me out. You gave me some really good practical advice on this, that and the other. And then you come back to them. It happened to me today, actually. I helped someone else out and I was their client. I coached them about  four years ago, I think, but suddenly remembered. I'm going to add value back to you. I'm going to help you out by giving you some advice here and help them. It's a two-way street, but if you can treat it like that, I think that's a good way of doing it. It's all about relationships again. I've gone round in that 360 circle again. It's those authentic relationships,

Russ Johns: [00:22:30] And like I say, #kindnessiscool, right?

Jason Cooper: [00:22:33] It is. Yeah.

Russ Johns: [00:22:33] And sometimes it actually provides a little bit of benefit when you actually go out there and practice it for real. Monique is here. Good morning. How are you? Angie, hey, so much for joining in. Thank you so much for being here. #piratenation. Got it on the books here. Just want to remind everybody, if you want to receive this phenomenal gift from Jason, we're giving away, what is it, Jason? 30 minutes of a strategy and support call.

Jason Cooper: [00:23:03] Yeah, it might go over a little bit all over the map, but once we get over the rapport levels and start talking about the weather and everything else, yeah. It would be a little bit more than that.  If I can add value, happy days. And I'll be really happy to do that. And I thank you so much for being on this and I'm sure you can add value to me and I can add value to you going forward. You've got phenomenal network of people here, so that's really cool as well.

Russ Johns: [00:23:26] Hopefully the pirate community continues to grow. And by sharing this information, producing some new people in the community and bringing people in that you feel that would be a good fit, just share it out if you like this, subscribe all of the good things that are necessary to keep social media moving forward. Love it and appreciate it. Jason, how do you like people to get ahold of you? How is the best way for people to track you down?

Jason Cooper: [00:23:54] I'm hiding. I'm hiding. No, I'm only joking. You can find me at jasoncooper.io or jCooper@jasoncooper.io. Find me on here. I'm always on LinkedIn. So I'm always lurking around. You can connect with me on how you find me anyway.

Russ Johns: [00:24:11] Talk about your podcast.

Jason Cooper: [00:24:12] Yes. Thank you. Give me the opportunity to flog my podcast. I've actually got two podcasts going. I've got the mindful leadership podcast where I speak to global leaders, billionaires, coaches, psychologists, everything to do with leadership. But I skirt around the subject of leadership. Then the global sales leader podcast, where I speak to phenomenal people that have an edge, behavior, body language experts. Voice experts as well. I just interviewed a phenomenal, one of the best European voice experts. I've had to split up into two parts really good. If you want to learn how to use your voice to persuade and influence and present better than you've ever done before, definitely worth listening to. And I was lucky enough... I don't know how I did it, but I'm recognized  as the top sales leader podcast you must follow in 2021. If you want to listen and follow it's up to you, I just listen and learn. This is my MBA. My MBA is to speak to some phenomenal people around the world, like yourself, Russ and how I can learn and grow and how I can feed that forward so that your audience learns and grows as well at the same time. So that's my ethos behind my podcast channel. What I do.

Russ Johns: [00:25:30] I love it. What would you suggest for people that are listening to this podcast? What would be the reason people would want to listen to this episode and catch your wisdom?

Jason Cooper: [00:25:43] If they can learn one thing and one thing only use your voice, use your physiology. Oh, I've carried one, two, three or four things. Yeah. Make sure that you always have a positive intent of everything that you do and make sure that you use those big things on your head and have a good one for mindset and to move forward every day.

Russ Johns: [00:26:11] Fantastic. Jason, it's a pleasure. Now here's the time that we get to share the love with the community and provide an award-winning podcaster, and a sales expert in the world to win a prize. It's not just a prize. It's a giveaway to build relationships. All right. Let's see if we can do this. I'll get this up here. All right. We're going to draw.

Jason Cooper: [00:26:42] I get very technical here. That's really cool. Can you teach me how to do this?

Russ Johns: [00:26:48] I can tell you how to do this. Marcia, I have to tell you about Marcia. So Marcia is this amazing individual I know and love. And I met her through Howard Kaufman. She owns Staywell copper putting this out that she has these copper, you see that or not? Can you see #PirateSyndicate? So Stay Well, copper is an opportunity to actually kill germs one pirate at a time because copper kills germs and you use it, you put it on the back of your phone. You can put it on the back of your phone. I got on the back of my phone here and you can actually use it to just kill your germs because there's the natural bacteria killer. And you can actually go out there and do that. So Marcia is the winner. You need to connect offline and reach out, make those connections, introductions and it will be an amazing time.

Jason Cooper: [00:27:43] Awesome. I'm looking forward to it. 

Russ Johns: [00:27:45] Thank you so much. It's been a wonderful conversation. Thank you for adding value to the community. I really look forward to putting everything in place and position to move forward with this. And as always, everyone #kindnessiscool, #smilesarefree and you #enjoytheday. Thanks everyone.

Jason Cooper: [00:28:08] Thank you.

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