If you wish to be a better persuader and influencer – whether at work, home, or in your community – the book you’ve been waiting for has arrived! Game Face Execs Podcast host Rob Cornilles is also an international bestselling author, and his new book, The Sales Game Changer: How to Become the Salesperson People Love, is now available. Order the e-book on Amazon and receive a Bonus Video recap of each chapter directly from the author. No matter what you do for work or play, if you want to inspire an individual, a workforce, a team, a group, or a client or customer, make The Sales Game Changer your first and most important book of 2021.
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Rob Cornilles | Your New Year Read
This is Rob Cornilles. From all of us at the Game Face Execs Podcast team, we wish you a very Happy and Prosperous 2021. In this episode, we’re excited to announce the international bestseller, The Sales Game Changer: How To Become The Salesperson People Love is available and the eBook is ready for download in Amazon. It’s priced for less than $3. Regardless of the job or role you have, anyone can have access to these ideas that have been game-changers for thousands of others for many years now.
Having finished a very busy year, I’m beat, so I’ve decided as host of the show, to take a few days off. Against my better judgment, I’ve turned to an old acquaintance, someone I’ve known for way too long, his name is Bert Corn, to fill in for me. Whatever happens, word has it that you’ll want to watch the full episode to hear about some exclusive bonus material that’s yours when you get the book. This is something special for readers. I don’t think you’ve ever seen this before in the book.
My name is Bert Corn. I’m filling in for our regular host of the Game Face Execs Podcast, Rob Cornilles, who is away during the holidays. He’s made it big time because I’m his first guest host, so I appreciate this opportunity he’s given me. We wish him a safe journey, whatever he may be doing, whatever Holiday Inn Express he may be staying in with those cool little waffle irons that you flip over. When he said that I get to guest host, he said, “It’s up to you, Bert.” I could invite any guests I wanted. I thought about it long and hard. Apparently, the Donald is not available. He’s still packing up Christmas boxes. Jeff Bezos is still making deliveries. In the end, it was no contest. Unfortunately, I keep getting a busy signal on Selena Gomez’s phone number. We decided to turn instead to a new author, Rob Cornilles who wrote the book, The Sales Game-Changer: How To Become The Salesperson People Love. Please welcome, Rob Cornilles.
Thanks, Bert. It’s great to be here and congratulations on being asked to guest host the Game Face Execs Podcast. That’s quite an honor.
Rob, I know that your book was launched on December 31st, 2020 as an eBook, and the hard copy is coming out later but since we’re friends, you gave me an advanced copy and I’ve been able to look through it. I’ve got to tell you, I read a lot of how-to books but this one, this is a game-changer. We’re going to talk a lot about it here in this interview. I want to start off by asking you and for the audience that we have here on the show, who do you write the book for?
I wrote it for four main audiences. The first is what I would call the recruit. The recruit is somebody who’s not in sales, that’s not on their business card or in their title, but they have an interest in sales. They have an appreciation for it when it’s done. They’ve met a lot of salespeople who are good that they admire and a lot who are not so good, who they try to avoid. Perhaps in their role or their job, they need to support sales and they want to have a better understanding of how it’s done so they can be more supportive.
The second audience I think about when I wrote the book is what I call the blue chip. It’s like a blue chip athlete. It’s someone who’s got a lot of promise, they’re very talented, with fantastic potential, but they need some coaching and honing. A blue chip salesperson is someone who’s fairly young in their career or they’re moving into the sales profession from something else. They want to be able to do sales the right way from the very start.
I also have written the book for veterans. Veteran salespeople are those who are already established. They’ve demonstrated that they know what they’re doing, they’ve got a good reputation, made their mark on their industry perhaps, but like a great athlete and all-star athlete, they also know that you can never learn enough and stop improving yourself. I try to be their head sales coach throughout the course of the book to take them to that next level and make sure that they leave a real legacy in their industry or their field.
The fourth audience is the sales leader or manager. Whether someone is indirectly or directly overseeing a salesperson, sales team, maybe it’s the CEO, owner of the business or it’s the sales manager but they want their people to become even better to represent their brand in the best light as possible. In order to do that, I’m giving the sales leader some insight on how they can provide even more usable and practical tools that their people will respond well to, because if you train your people and they don’t want to use the techniques that you’re training them in, then it’s a waste of time and resources. I am a shadow to the sales leader, helping them make sure they maximize the performance of their sales team.
It sounds like you’ve covered a lot there. If I’m understanding you correctly, it’s for anyone whether it’s in business, non-profit, someone who could be retired or working from home who wants to be a better persuader or an influencer. Is that a fair take?
Yes. It’s for anyone who wants to be a better communicator, whether at work or in their personal life. In doing so, we spend a lot of time in the book throughout the 300 or so pages over fourteen chapters that we have. Over those fourteen chapters, we talk about how you can better communicate through words so that your intent and your meaning is less likely to be misunderstood or misinterpreted, and also how you can listen more effectively because we know one of the big problems that we have in communication is we often don’t understand what someone is saying so it upsets us or we dismiss them out of hand. Listening is a huge communicative device that very few of us have ever got trained on. We spend a lot of time in the book talking about how to speak but also how to listen. That enhances relationships whether they’re new relationships that we’re trying to start and blossom, or they have stayed relationships that perhaps need a refresh.
I could use some work on my listening skills as well. Let me ask you in that regard, do you then provide scripts in the book?
[bctt tweet=”One of the big problems that we have in communication is that we often don’t understand what someone is saying.” via=”no”]
I wouldn’t say scripts. I’d call it more of a framework or a guide if you will. The book is a playbook for people that want to become better in sales, business, influencing, motivating, inspiring and educating other people. If you’re looking to be better in any of those areas, this book will give you that guidance or framework to make you more confident.
Regarding the title of the book, The Sales Game-Changer: How To Become The Salesperson People Love, where did you come up with that title?
I’ve always been put off by the idea that sales is a game, and a game suggests that there’s a winner and a loser. I don’t look at it that way. In order for us to be a real effective salesperson, there are a few things we have to do. First, we have to not be the salesperson that people abhor, the kind that they want to stay away from. The first step to get there is to become the salesperson people like. How do we become the person that they like, perhaps entertain a conversation with or take a meeting with? We talk about that extensively throughout the book.
Another important point for your audience is you also want to become a salesperson who loves what they do. Not because you’re tricking people up, it’s because you’ve won the argument or the negotiation because you love to see the results that your service and product provides the end-user. This whole book is themed around that idea. How can you produce positive outcomes with people especially people who never anticipated or asked for you to call on them, so that you are not only a game-changer but you’re a life-changer, you’re a business changer? You’re a person who can change their circumstance for the better.
Rob, you use a ton of examples and lots of stories, which makes it very easy and engaging to read. Between the two of us, I felt the book got better the further you get into it but that’s just me.
The book is full of stories. About every page is a new story or a new idea, certainly a new approach that will make people game-changers in their chosen field and all of their relationships. I use stories for my personal life and my business life from great stories that I have observed, not that I’ve heard about in my work with clients, sports, nonprofit organizations, Corporate America, those who are starting businesses, those who are in well-established enterprises with multinational organizations, and even those students that I have taught in the university. I also talk about stories that they have brought to me and individuals that have been game-changers that I’ve observed.
It starts from the very first story I tell. Chapter One is about a woman that I met who was a client who came up to me and made a statement to me after one of my training sessions with her staff that literally changed the way I looked at what I do for a living. All positive, by the way. I talk about professional athletes that I’ve observed working with their organizations, business leaders and rank and file salespeople. You’re right, there are a lot of stories incorporated throughout the book. I am sure the readers will find it very interesting and hopefully very engaging page-to-page.
Speaking of stories, the one that you’re telling at the very beginning in the introduction of the book, that one catapulted your business game phase. Tell us a little bit about that.
I won’t go into the details here but what changed for me in my career is something that happened years ago when I was a young salesperson, very well-intentioned, but very much lacking in any technique or approach. I had one particular incident, one night at my place of business that completely changed the way I looked at my profession and looked at how I’m going about it. From that night forward, I have become a different person and business executive. Hopefully, a different salesperson, boss, spouse and neighbor. I share that with the reader and then we talk about how that same principle that I learned can be incorporated into their work and their life.
Rob, I’ve read a lot of books about sales and service theory, but your book is so much more practical. It’s got all kinds of ideas that I can use to help me be a more successful service provider and certainly a more successful salesperson and helping me, not only build the short-term transaction but more importantly, as you say here, how to build those long-term relationships. The way you weave nowadays culture into the book to showing that sales is life as you say. In a few pages that I’m looking at here, I noted that you referenced these few things. You referenced the office, U2, Drew Brees, Dave Portnoy and Michael Jordan. That was your era when you worked in the NBA and a lot of examples from your interactions with people like Phil Knight, the Founder of Nike. Tim Boyle, the CEO and Chairman of Columbia Sportswear.
You also talk about Lee Bird, who is the Chairman and CEO of At Home. The other thing is those two women that had a tremendous impact on your sales career early on and the things that they taught you, that was a fascinating story and some great lessons from your celebrity contacts that reinforce the sales that you do and how you’re effective at teaching sales. I promise I won’t give it away, but the examples you give here from some of your clients over the years are awesome to read about. I wish I could show the audience here your Table of Contents. I encourage you guys to all look at the Table of Contents. I want to read a couple of things that I’m looking at here on some of the titles. One chapter, They Got To Trust You To Love You. Speaking The Same Language is another title. There’s a hilarious story about trying to speak Japanese when you first worked there as a young professional. Here’s another one. The Deal May Be Done, But It’s Not A Done Deal. That’s a whole chapter about customer service and renewing your clients. Here’s one, Resolve Agreeably Without Always Agreeing. I’ve got to stop there. What’s this chapter about, Rob?
You can check out the Table of Contents when you go on Amazon to look at the book. Right now, it’s available as an eBook and the paperback copy and the hard copy will be coming out. We’ll make sure that everyone’s aware of that. Since you asked about that one particular chapter, the notion about objection is such that we always think we have to overcome them. We think we have to win an argument in order to turn someone around, but we flip objections on their head in that particular chapter. What I go into quite a detail is a concept that I discovered when I was facing very tough objections in my first real sales job, which many people know I used to work for the Los Angeles Clippers Basketball Team when they were a bad team in the early ‘90s.
One of the most common objections I heard was, “I’m a Lakers fan. Why would I want Clipper tickets?” I could get defensive at that point, and I could tell them why they’re wrong, why we’re going to be a better team and makes all these promises that I can’t keep. What I realized is that every time someone gives me what we call an objection, they’re revealing for me something positive about themselves. If someone says, “I’m a Lakers fan,” that means they like basketball, so that’s a good thing. They also sound loyal to a particular brand or company. That’s also a positive thing. It also suggests they like to hang around winners. How can that be negative? There are many more examples of positives that I came up with to just that one objection.
What I soon realized is that for me to have an open and honest conversation with this individual so we can move forward and resolve whatever obstacle they think impedes our progress, I have to first state the positive that I see in them. Instead of getting defensive, as I say, and getting into a debate about the Lakers versus Clippers, I would say instead, “It sounds to me you like to associate with organizations that are very well-respected.” When they’d say, “I do,” we’re already in agreement. Rather than agree with an objection, I’m agreeable to it. That sets the tone for an honest conversation where we can mutually decide to move forward solving the objection. That doesn’t work every time, but it works far more often than if I’m trying to debate them and win that argument.
That’s the basis of how we begin to “overcome” objections, which are not objections at all, they’re just concerns. An objection is simply a question that needs an answer. I also talk about the three ways that you can eliminate even hearing objections. That doesn’t mean that you close your ears or you go live in a bubble, but we caused them because of things that we’re doing as salespeople. There are three specific things that we can do to eliminate those. We get into that in some detail in a particular chapter of the book.
You’ve got to tell Rob’s audience about something very unusual about your book, something they haven’t seen. The one-on-one video sessions that you include, tell them about that.
I’m glad you asked about that because the one-on-one videos in themselves are a game-changer. I don’t know if anyone has ever seen this before, I never have. In my book, I decided to do something very different. First of all, you have to understand it’s my nature as a trainer, mentor, coach and consultant, I like to be with my clients along the way, troubleshooting and perhaps tweaking as we go. Being an author, when you hand them a book, it’s like, “I’m done with it. Good luck with that.” That was against my nature as I say. What I decided to do in this book is at the end of every chapter, and there are fourteen chapters, is I decided to include a little video.
The reader can scan a QR code or go to the URL that’s listed there, and it will take them to a page where they can watch a video of me recapping that chapter or the content that we covered, as well as adding some new color and some new content to that chapter. I end that short video with a challenge. That challenge is to the recruit who’s reading it or to the blue chip, veteran or sales leader. In each case, I give them an individual challenge on what they can do to apply the principles and the practices found in that chapter to improve their relationships, communication, sales and business. As I say, this is a game-changer because now I get to stay with my reader along the way. We get to improve together. I call these the one-on-one sessions.
The other thing that we’re introducing with this book is the Sales Game-Changer Masterclass. I’ve been wanting to do this for some time now. What a reader can do, if they want to go deeper into the content and additional content beyond what we’ve included in these nearly 300 pages, and also work with me one-on-one or work with my network of game-changing executives, and learn from my network as well. They need to enroll in my masterclass and we will be able to go into that deeper dive. The other thing that we’ll do is we’ll address their individual concerns, problems or obstacles that are facing them in their career or perhaps in their sales environment when they’re trying to go after a particular prospect that’s hard to reach, or a long-time client that looks like they’re not going to renew business with them. We’ll work with individual case studies in the masterclass, and that will be something that we’re going to be launching here in the first quarter of 2021.
To be able to have a chance to work personally with you, because you’ve worked with many executives over the years, that would be a game-changer for me, I can tell you that. In fact, I’ve got something I want to do with you, Rob, if that’s okay, something a little different. Do you mind if we do one of those role-plays from the book that you wrote, would that be okay?
Sure, I’d be happy to.
I’ve never been much of a salesperson, so this will be fun to role-play with the pro. I’m looking at Chapter 12, which is called Connecting Through Referrals. You write here about how one sale should never be one sale, and you give an example of a salesperson who incorrectly asks for a referral. If you can play the buyer and I’ll play the salesperson. Let me read from the book and we’ll go from there. Here’s what it says. Let’s listen in at the tail end of successful customer acquisition. Buyer Bob is pleased with his purchase but “Doing-his-best Dan” can’t get his manager’s exhortation out of his head, which is to ask for a referral.
Thanks, Dan. It’s going to be great doing business with you. I’ll make sure that the first payment goes out right away.
Bob, before I let you go, do you mind if I ask you one last question?
Do you know anyone who might be interested in buying some McGuffins?
No, I can’t say I do, Dan.
[bctt tweet=”Every time someone gives an objection, they’re really revealing something positive about themselves.” via=”no”]
Could I ask you to think about it for a few days and I’ll give you a call next week some time?
Sure, I can do that. That would be fine.
That’s great, Bob. If you need to, you might check your contacts list. That’s a good place to look. Thumb through it. See if anybody comes to mind or you could ask around the office. See if any of your colleagues know of anyone.
I know my colleagues pretty well.
You know your wife pretty well and where she works, maybe she knows somebody, or you said you play racquetball and you go to a rotary club. There are a lot of people there who could use a McGuffin. I’ve got plenty of brochures here so I’d be happy to send anyone a brochure if you’d like me to.
Good to know, Dan.
When you’re talking to people, if anyone has any questions, give them my name and email. Heck, you’ve got my phone number still, right?
I got it right here.
Give that to them too, they could reach out to me directly. Be sure that you tell them to tell me that you told them about me so I know who told them.
Look, Dan, I’m late for a meeting now.
My bad. If I don’t hear from you, I’ll call you next week sometime unless you want to call me back first.
Dan sets down his phone, sits there in silence then does a Tommy Boy slapping his forehead, “Stupid, stupid, stupid. Why didn’t I leave him well enough alone? We built some trust, I got the sale, and then I go and blow it by reaching deeper into his pocket for a referral. I’m never doing that again.” Dan went from feeling appreciated, to feeling like the salesperson people don’t love. He knows he may never speak to Bob again. That’s a shame because Dan had the right idea. It’s the execution that failed him. He needs skill 6. That’s great, Rob. Thanks for doing that for me. That’s a fun part of the book. I’d encourage everyone to read that particular chapter, About Getting Referrals.
What we’ll do in that particular chapter, which as you say, we call connecting through referrals. As I disclose the four rules of getting referrals that I’ve been incorporating for years now and as have my clients. I hate to say anything is a guarantee, but if people will apply these four rules consistently, I tell you, they’re almost assured a referral with anybody that they are doing business with, even those people that they’re not doing business with. That one referral will rarely be one referral. It will usually turn into 2 or 3 or more.
As they say, I’ve got to go put another coin in the meter. Our time is up. On behalf of Rob Cornilles and the Game Face Execs Podcast, I want to thank you, Rob Cornilles. I encourage everybody to go out and get his book, The Sales Game Changer: How To Become The Salesperson People Love. It’s on Amazon now. It’s an eBook version. It’s only $2.99. You can’t go wrong there. The hardback is coming later on in 2021. Be watching for more details on that. If you’d like more personalized coaching or sales training for you or your organization, for my money, Game Face Training is the best in the world. Reach out to Rob on his website at GameFaceInc.com. You’ll never be sorry that you did you.
It’s been my pleasure, Bert. Thanks for having me on as your guest. Say hi to Rob for me. I look forward to seeing him when he gets back. Tell him I love the Game Face Execs Podcast. It’s riveting every week. It’s one of my highlights. You can tell him I’m a subscriber and I listen to it every Friday. I can’t wait to hear what he’s got for 2021.
You and me both, Rob. This has been Bert Corn filling in on behalf of the vacationing Rob Cornilles. Thanks for joining us. I get to say it persuade, influence, inspire.
That wasn’t so bad after all. Thanks again, Bert, for guest hosting for me. I’ll be back with another influential and inspiring guest. I hope you take a moment to subscribe and rate this podcast. Until then, grab The Sales Game-Changer on Amazon and start becoming the salesperson, friend, significant other, boss or colleague that people love.