From Failure to Crushing Marketing And Cold Calling
From Failure to Crushing Marketing And Cold Calling
What altered your perspective of serving others instead of solely making money?
When I started out, like many people in their twenties, after leaving the military, I wanted to make money and get rich. I had enough of having a permanent boss, like in the military, and I didn’t want to feel limited. For many years, my focus was making money, so I jumped from opportunity to opportunity, doing whatever I thought would achieve that.
Initially, we all get into business to make money. But as I grew and experienced different things in my business career and personal life, my perspective shifted. I realized I wasn't in business for myself but to serve others. That was a huge transition for me. As a man of faith, I believe I am put on this earth with certain skills, one of which is in business. I have a passion for helping other business owners avoid some of the mistakes I made, and I've made a lot. I like to say I have a "PhD in failure."
The most impactful change in my business over the last six or seven years came from an event in 2017. It wasn’t a mistake I initiated, but it led to a big realization. The week before the 4th of July, I went with my family to our timeshare in Carlsbad, California. I had always been very money-driven, and that was my main reason for being in business.
During that trip, I read a book about how to create raving fans as customers. I can't remember the title, but it sparked a light bulb moment. I realized I had been doing business wrong all these years. I should be in the business of serving people, not just chasing money. I was doing it for the wrong reasons.
If I can help someone skip some of those mistakes and move along the path quicker, that brings me fulfillment and joy. It sounds cheesy, but it's true. As you get older and gain more experience in business and life, you start to value these things more.
How can business owners change their mindset to see themselves as natural salespeople?
The bigger picture is the common misperception of sales. Many business owners think, "I'm not a salesperson," or "I hate selling." This is a misunderstanding because everyone is a salesperson in some way, even if they don't realize it.
For example, when you're talking to people about your business, you are selling. Or if you tell your friends about a great movie you just saw, you're selling. You might say, "I saw this great movie with a certain actor, and I wasn't expecting much, but it turned out great. Here’s the storyline, and you should go see it. In fact, I'll go see it again—want to come?" You just did a hook, story, and close without even knowing it.
How can entrepreneurs use challenges for growth?
I became a better person because I was forced to grow through challenges. One of the key lessons I learned was a new way of looking at catastrophes, challenges, or significant problems. I’m not talking about minor issues like cold coffee, but serious problems that can either sink you or be used to accelerate your business and personal growth.
In the past, I would react to these situations with panic, like a chicken with its head cut off, full of stress and negativity. It was easy to spiral into gloom and doom. But I learned to see these situations differently: what happens to me happens for me.
*This interview has been edited and condensed for clarity.*
