EPISODE 343: Your Market Closed So What Are You Doing to Get Customers Now with Rein Teen Tours Partner Rich Applebaum and Author Bart Berkey

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[EDITOR’S NOTE: This is a replay of the Sales Game Changers Webinar sponsored by the Institute for Excellence in Sales on March 24, 2021. It featured “Most People Don’t and Why You Should” author Bart Berkey and Rein Teen Tours Partner Richard Applebaum.]

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Find Bart on LinkedIn here. Find Rich on LinkedIn here. Learn more about Rein Teen Tours here.

BART’S TIP FOR EMERGING SALES LEADERS: “It’s a sentence and it’s a recommendation. The sentence is it’s easy to be, but it’s better to become. Becoming is going to take doing and my suggestion for any sales professional out there is do what most people don’t do, follow up when they don’t follow up, do a video when someone sends an email, make the extra effort. Identify the things that you know in your mind that you should do to be more successful, focus in on those should do’s, move them to the done category. Do what most people don’t and you’re going to be even more wildly successful.”

RICH’S TIP FOR EMERGING SALES LEADERS: “It’s interesting how little we actually talk about what we do and where we go on our trips because Disneyland is Disneyland. We always try to bring it around to the experiences. We let our website talk about the features. They’ve done their research, they’ve seen what we do. We want to get to the experiences kids will have when they go on the trips.”

Fred Diamond: I’m excited, we’ve got an interesting show. We’ve got Bart Berkey and we’ve also got Richard Applebaum and the topic is selling into markets that might have closed down over the last year and hopefully are coming back. We’re doing today’s show towards the end of March, more people are getting vaccinated, state governments are loosening. Bart, you and I are based in Virginia and our governor yesterday announced a whole bunch of loosening of the restrictions. Rich, obviously that plays big into what you do.

Rich Applebaum, why don’t you get us started here? You’re with Rein Teen Tours, it’s been an interesting year for you obviously. Tell us a little bit about what’s going on and then we’ll get to some of the meat and we’ll get to Bart.

Richard Applebaum: Rein Teen Tours is a summer travel camp for teenagers, mostly American teenagers who go on trips all over the world with us. We’ve been doing this for 36 years and this past summer was a loss. There was no travel, none of our trips went and essentially, we went a year without any revenue. Now we’re faced with the challenges of doing it all over again, doing it this coming summer 2021 and these are trips that last anywhere from two to six weeks. We travel from place to place typically two or three days in a given place.

The challenges, as you can imagine, of doing what we need to do in a pandemic world are overwhelming but like you just said, getting better. The vaccination will be the game changer for us and we will hopefully travel close to home, mostly within the United States. We’re also doing trips to Costa Rica this summer but we’re not doing all of our far-flung exotic trips which are great, Australia, Thailand, Ecuador, all the different types of places. They’re just still out of touch for now.

Fred Diamond: One of the things that’s interesting about what you offer is as we’ve been talking on the daily Sales Game Changers webinars and the podcast is that if you’re a sales professional and if your business has changed – of course, yours has radically changed and we’ll talk about Bart’s in a second – you still need to be a professional. We talk a lot about what are some things that people in sales are doing.

A lot of our listeners are sales leaders, sales professionals and they’ve been homeschool parents for the last year. Unfortunately, last summer they were also camp counselors, so I have to imagine that there’s some demand that’s been hugely pent up, and we’ll talk about that in a second.

Bart Berkey, it’s good to see you again. You were recommended to us by a couple of our past guests of the Sales Game Changers podcast, specifically the great Dan Cole and our good friend, Pramod Raheja who have both been fantastic friends of the podcast. You’ve also made some changes too, so talk a little bit about what you were doing and what you’re doing now.

Bart Berkey: Thanks, Fred. It’s certainly a pleasure to be on Sales Game Changers today. I spent 32 years in the hospitality world and it was always in sales whether I was a salesperson, a sales manager or leading a sales team. Most recently after 16 years I decided to take the early retirement package from Ritz-Carlton. I was leading a global sales team for quite some time, phenomenal job, phenomenal people, great hotels, great customers but most of my team at the time was going to be losing their jobs. I had to look at that and say, “Do I want to stick around the wait to see how quickly the hotel business is going to come about? Or do I have something not necessarily to fall back into but to fall forward into?” That was one reason I decided to pursue my speaking and my sales training and my sales motivation 100%. It was something that I always had a passion to do, I wrote a book six years ago on the same topic, sporadically I would speak to groups and presentations trying to encourage new sales behavior and better sales behavior. It was just an opportunity and you’ll hear a lot of people saying, “I feel so bad, because of the pandemic this is happening to me.” A very good friend of mine, David Readerman would always say, “It’s happening for me.” How can we use this as an opportunity?”

Fred Diamond: For you making the move, which we’ll talk about, what you’re doing now moving forward but I have to imagine it’s a great opportunity for you. Rich, again, let’s talk about some of the things that you’re doing right now as a sales leader. Of course, we’re all hoping for everybody to get vaccinated and for that to accelerate and all those things. It goes back to what we were previously familiar with, but again, as a sales leader you’re responsible for bringing in the business. What are some things you’re doing right now? What are you focusing on specifically knowing that we’re hoping for restrictions to continue to decrease? What are some things that you’re doing right now as a sales professional?

Richard Applebaum: We’re reaching out to our alumni families, they’ve been with us for many summers and they recognize how important the safety aspect of our program is. We’re channeling our energies into presenting our program as a safe option for kids in the summer, demand is they are. It’s pent up, these kids have been sitting at home on their Zoom calls and the classes and parents almost desperately want them to have something to do this summer.

We’re presenting what we think we can do, we’re being as honest and open as possible admitting that things have changed and sure, we’re traveling in a bus and your kid may be wearing a mask in that bus. Where we used to go to restaurants and enjoy ourselves, now we’re going to be having lots of meals in hotel banquet meetings. We’re being honest and looking for solutions to build a confidence that my kid is going to be safe this summer because we’re all parents and we know nothing trumps that more in terms of our concerns.

It’s reaching out to alumni, reaching out to families who had enrolled for the summer of 2020 and it was a bust for them and telling them how we’ve changed, what we’re going to do to keep their kids safe. We’re finding good response, we really are and I think it’s been about the last three weeks, something happened and I’m not sure what it is. It may just be more vaccine or just a different change of mind, but in the last three weeks the demand has really been there, we’re enrolling a lot of kids.

Fred Diamond: I’ve got a quick question to you before I head over to Bart. You mentioned alumni network, you also mentioned that you’ve been doing this for 30 somewhat years. Do you have a lot of people who’ve gone on your trips 20 years ago, 25 years ago? You mentioned a lot of your conversations have been with the alumni, are they still engaged and are they sending their kids? How does that process work?

Richard Applebaum: They are and it’s a pretty cool thing when you have these kids, as we call them. When I did a trip in 1986 which was 35 years ago, there was a young woman on the trip, a 15-year-old teenager and we became buddies. Of course, I’ve been to her wedding, she’s been to my wedding, her kids have been on our trips, this summer her oldest is going to work as a tour leader for us. We keep in touch and through Facebook pages and Instagram and all the social media, it’s really been unbelievable to hear the stories of different people.

Whether they became college roommates, whether they got married and the things that they’re doing professionally, it’s really a neat thing. We do have a lot of history, it is 35 years of running trips with thousands of kids which is why we couldn’t just say, okay, it’s over, the pandemic’s here, you win, we’re done. We just have too much of a history to let this go away.

Fred Diamond: Bart, you made the shift. You were at Ritz for a number of years which of course was an interesting property to sell. We’re going to talk about value propositions in a little bit but what are you doing now? Tell us some of the things you’re doing with sales leaders to help engage them and get their teams as effective as possible.

Bart Berkey: A lot of it, when Rich was speaking and talking about contacting alumni, there’s two things right now that we’re focusing in on, it’s connections and it’s also contact. When you look and you hear certain sales organizations use the pandemic as an excuse, it’s not an excuse, “But the phones aren’t ringing.” Guess what? You better pick up the phone and you better start calling some people. You need to be proactive during times like this and it’s about the connections.

I have been using and my sales team has been using and what I’m sharing with other sales leaders about using LinkedIn and using different social media channels to be able to connect with people. Here’s the tip that I have learned very quickly, that it needs to be respectful when you’re looking to connect with someone. It needs to be authentic and when you’re looking to connect with other individuals, there needs to be some type of value proposition.

I just got something the other day, gentlemen, and it made me laugh. Someone was sending a LinkedIn connection to me and obviously was automated because they said, “I see that you went to school at XYZ.” Guess what? I didn’t and I typically accept connections because you never know who can be a potential customer, a friend or resource and the second automated response was, “Thank you for connecting. Have you ever thought about an XYZ sandwich franchise?” and I thought, “Know me before you sell to me.”

Honestly, when I get those types of responses I go right in and I block, I unfollow, I do whatever technologically I need to be disassociated with that person because they don’t know me. We are encouraging individuals right now to establish more connections and even more meaningful connections.

The second thing that we’re doing is it’s about contact, it’s not necessarily about what I want to talk about whether I’m promoting my product or my service, but it’s educational, interesting, relevant content that someone is going to be able to enjoy. So they see that I’m a value, when you’re talking about the value proposition, Fred, it’s I am presenting someone information that is helpful. I’m not promoting, I’m providing. I think those two things, connections and contact right now is what we’re doing as a sales organization and what we’re sharing with others.

Fred Diamond: Rich, I want to follow up with what Bart just said with you. Again, typically on the Sales Game Changers webinars and podcasts we’re talking B2B, we have guests from IBM, from Cvent, Dell, Amazon, some of the largest tech companies on the planet. You sell a different product, I’m curious on two things. One is who is your customers? A lot of times we talk about a two, three-pronged approach, is your customer travel consultants? Is your customer parents, is it the alumni, is it the kids?

Then secondly, I’m also curious because Bart mentioned LinkedIn. On the Sales Game Changers podcasts and webinars we talk about LinkedIn almost every day. How do you use LinkedIn to get deeper at your relationships? So first off, who’s your customer and then secondly, as a sales professional, how do you use social media to be more effective with the goal being to fill the busses and fill the tours?

Richard Applebaum: Our customer are parents who have kids who are anywhere from 13 to 17 years old. It’s an expensive product, it’s a high-end market and fortunately the parents who become our customers have previously been customers with sleep-away camps and they’ve learned what these types of things cost. There’s not a lot of sticker shock when they see our prices having spent $10, $12 thousand to send away a kid to a camp for six weeks.

They’re parents who have highly motivated kids, these are people who went to good schools, have great jobs and they can really afford what we do and they really see a need to have their kids away from home in the summer time. They sense trouble happens at home, let these people take care of my son or daughter for 4, 5, 6 weeks, keep them out of trouble, keep them safe and we’re good. That’s my client, they’re tremendous customers, they are kind, they are loyal, they have been very supportive through the year.

I had a call yesterday with a woman who just said, “My kid is going to be so safe, so comfortable, I’ve read about your COVID protocols.” I’m not selling the Grand Canyon or Seattle or the Space Needle because these places speak for themselves. I’m selling the whole social aspect of having 30, 35 teenagers together experiencing this stuff and that’s really what we need our customers to understand.

Our chaperones who are all school teachers, they work in schools all year and then they come in the summer time saying, “Yeah, I want to do this again, I want to do it more, I want to do it with more kids.” They’re professional, they’re tremendous, they’re a great asset, they add so much to what we offer.

In terms of social media we find that we have different audiences. The teenagers who’ve been with us, right now they’re all about Instagram and we every day are posting pictures from past summers, past trips. Then all the kids start tagging each other and shouting out to their friend they haven’t seen in three years and it’s just a network that explodes. We find that really is getting the most continuous interest. We do countdowns till how many days left until summer time and they’ll count down the seconds and minutes on Instagram with that.

A lot of it is just keeping then kids excited. After the summer we invite them to send us their pictures, they make videos, we post them on our website, we have prizes, we sell them our swag. It’s just keeping the name there all year long when you’re really only doing your thing for six weeks.

Fred Diamond: Bart, Rich talked about some of the stories that have happened over the years and he talked about meeting someone in 1986 and they kept the relationship going. You typically wouldn’t necessarily think about that as being a big way to be talking to your customers, but if you’ve been around for 30 years and I guess based on what Rich just said, he’s not selling the Grand Canyon, he’s not selling the Space Needle, it’s the experience. Looking back 10, 15, 20 years on that great summer I had touring Yosemite and all these great places in the United States with a group of people that I’ve stayed with.

I’m curious, Bart, you’re an expert on storytelling. Talk a little bit about right now where storytelling fits in into the sales process for some of the markets that you’re working in.

Bart Berkey: I think it’s critically important. Think about what interests you, Fred, Rich, think about what interests you. Just there, as soon as I use your name it probably is going to perk up your ears just a little bit, it’s going to grab your attention. I’m going to share a graph and a chart that has a lot of arrows, a lot of detail, a lot of data and you won’t be able to see everything. If I start sharing anything like that, you’re probably going to start snoozing off just a little bit.

But if I tell you, “Fred and Rich and all the listeners today, I have a story I want to share with you. Imagine you’re in this situation…” Just starting off, I want to share with you a story. As a motivational storyteller, part of my sales training that I’m leading with other sales organizations and also with my sales team, I make sure that we have interesting, relevant stories that are relatable so people can understand the message and remember it.

There are great people that are selling different products, but think about what your customer wants to hear and how you can provide a story that is going to relate. Give you a quick example, if we’re talking about the hospitality industry and I’m selling a hotel room, I can talk about the number of guest rooms and the amount of meeting space and I can talk about the thickness of the carpet. But if I tell you a story about Jeffrey who was a banquet server for this hotel for 32 years… and this is what Jeffrey believes in.

One time a group was coming in and they’d misplaced all of their marketing materials. Just as I even begin to talk about that, most people will then begin to pay attention. My point is understand your customer, understand what they want to learn, what they want to listen to and then it’s not always about what you want to talk about. Maybe I want to talk about my product and my services but thinking about how you can convey it in an interesting story that a customer is going to be able to remember.

I call it and I reference is as tell stories, don’t tell snories, people are going to remember stories 22 times more than they will data and even in my book, I have little snippets of stories. My Dog’s Feet Smell Like Fritos, Are You a Buffalo or a Goose? Passing a Skunk in a Convertible. All of these are little interesting snippets of stories that have real-life meaning from a sales professional perspective and people remember it. It’s interesting, it’s different, they’ll remember it.

Fred Diamond: Rich, I want to follow up with you on what Bart just said. Rich, you’re talking about selling the experience so you probably have competition, there’s a bunch of things that the kids could do. A lot of times when we talk on the Sales Game Changers podcast we work with sales professionals to get them to do what Bart just said. When you’re talking to your prospects, don’t start off with, “Our computer has 24 bites of…” A lot of sales reps are taught or trained to go right into the features.

I’m curious for you, give some people here listening and watching a little bit of an experience on how you sell. Talk about how stories come into your play. Let’s say you have the first call with someone, it’s a half-hour call or you can correct me if it’s slightly different. I’m just curious, do you go into, “Here’s the 30 stops on this tour for ten thousand bucks” or do you do what Bart said? I’m curious on your real-world experience.

Richard Applebaum: It’s interesting how little we actually talk about what we do and where we go on our trips because like I said before, Disneyland is Disneyland. These kids have been there 15 times and I’m going to take them and make it number 16 so it’d almost be silly to try to make a big deal out of that. The tricks that we use in the office, we’re a small company, we have 10 full-time people, we always try to bring it around to, “Let me tell you what happened when my son did a tour.”

My daughter did a trip to Costa Rica where she did a lot of community service and she’s my kid, she could go anywhere but next year she said, “I want to go back to Costa Rica, I want to see those kids in La Fortuna who we painted the mural with, see how they’re doing, I want to bring toys.” Anyone who joins us and works with us, they’ve been with us usually as a camper in the summertime or as a summertime employee, they join us full time. The best thing you can do, bring it back to when you did your trip, when your kids did the trip, the friends you made on the trip.

My son went to college and he vetted his roommate through two of his team tour buddies to make sure this was an okay person for him to live with at school. It’s really not where we go, it’s not about the restaurants. We take kids on cruise ships and we teach them how to surf and we go snow skiing on the Matterhorn in the summertime. We don’t really talk about that, we let our website talk about that. They’ve done their research, they’ve seen what we do.

Now what are you guys going to do for me and how are you going to take care of my kids? It does come back to telling the stories. I tell this story all the time, in 1991 when I asked my wife to marry me there was a condition, she had to go work on one of these trips one summer. She actually left a good job at Philip Morris in Manhattan, it was the deal we had made and she needed to know what we really do and had to experience it. That was the only time she did one of these trips but at least she understood what my kids were doing when they went on the tours.

Fred Diamond: Bart, I have a quick question for you, it’s coming in from the web. What is the biggest surprise that’s happened for you for the last year? But Rich, I want to do a real quick follow-up before I get to Bart with that question. We had a guest on our webcast last week named Sam Horn and she talked about 60-second story and she talked about having an ‘invenstory’, a pocket full of stories. Do you have something like that? Do you have a go-to or do you just have so many memories and recollections that you could almost tie it back to something that happened?

Richard Applebaum: We do have lots of stories that we can tell, but crazy enough, the customers always want to know what was the worst thing that ever happened on a trip. What was your most horrendous nightmare? And we of course didn’t have any of those, we push them away from that immediately, “No, I’m not going to talk about the time that our bus broke down in the Mojave desert, but I am going to talk about when we met a celebrity at the ball game in Los Angeles and then they put us on the score board and then reporters were interviewing our kids about what it was like to meet the celebrity.”

We try to deflect and now more than ever, selling in this time of what I hope is after-pandemic, I call it the elephant in the room. If they don’t have the question, “What are you guys doing to make it safe?” you can be sure that the grandparents are asking that question of their children before they send their grandchildren on a trip like this. It’s a very delicate balance, being smart about what you talk about, leading the conversation to the positive but not being naive. Understanding and really addressing things that you want them to get the answer from you, not from their mother-in-law.

Fred Diamond: Bart, we have a question here from Gerald, “What is the biggest positive surprise that’s come out of this situation?” Again, you mentioned that you made a career shift in this moment, we’re seeing hospitality hopefully coming back at some level but you still can’t have big events at a lot of the business-to-business hotels. But what are some of the main positive things that you’ve seen come out of the situation over the last year?

Bart Berkey: I agree with you, Fred, the hospitality business is coming back and it’s coming back in different waves. The drive market is an example, hopefully business travel, groups meetings and incentive so it definitely is going to be on the rise. I think a few things that surprised me when this happened is the kindness of individuals, also the resilience of individuals.

I love the quote from Sir Winston Churchill is, “Tides rise highest against the wind, not with it.” When you think about it, the pandemic, this situation, COVID, it’s been negative, the winds have been furious. That allows people to rise high and to be able to shine and help each other. Thinking about the hospitality business there’s an awful lot of people, there’s a lot of different social media groups in which people have been trying to help each other.

I don’t want this to sound like a selfish issue or an egotistical issue but the first thing that I did after I took the retirement package is I went to go look for displaced salespeople that could help build my business. There’s a tremendous group of talented individuals that are out there and that’s what I was looking for.

The second thing that I think really surprised me besides again the kindness, the resilience, when you look at the communication of others to give, I look at this one thing as empathy. Most people are not predisposed to empathy, there are scientific studies that show most people are not predisposed to be empathetic, to help each other. But when I’ve seen from a surprise perspective is people that are going out and donating their time.

Maybe they don’t have all the money in the world or maybe they’re displaced from their job, I like to say that people like that are remarkable, they’re not redundant. Maybe they were redundant in their jobs but they are remarkable people, they’re going out there and they are volunteering. They’re volunteering for people to get vaccinations, they’re volunteering at food shelters or they’re eliminating the clutter and they’re donating different things. I think all of that is really very special, it just shows the resilience of people.

When you talk to individuals that were used to traveling all the time and you ask them how they’re coping with not being on the road, you will hear positive signs such as, “I was able to move in with my 92-year-old grandparents and say goodnight to them every single evening” or, “Because I’m not a road warrior because of COVID and lack of travel, I was able to watch my son take his first steps.”

I think there’s always positive things to look at and I think those are wonderful surprises and we need to celebrate those more in sales and in any industry.

Fred Diamond: Bart, we have a question here that’s coming in from Suzanne and Suzanne’s in the DC area. Suzanne says, “What should a hospitality sales professional be focusing on moving forward?” Again, you were in the hospitality industry for 30 somewhat years working at great brands like the Ritz Carlton, you mentioned that you moved to working on your own creating your own performance improvement company over the last couple of months. You mentioned some great things like be empathetic and of course volunteer, but at the end of the day they’re going to have to start selling. They’re going to have to start selling events and conferences and weddings or whatever they might do. What are your recommendations for sales professionals that have a job right now in hospitality? What should they be working on and what should they be thinking about moving forward?

Bart Berkey: The stability of the hospitality industry is not going to go anywhere but it certainly is going to change. If you’re in meeting and events or if you’re a trainer in the hospitality world, become an expert in the virtual world. Virtual world is not going to go away, it’s simply going to be enhancement, that’s one thing.

Secondly I would look at other industries in which service is utmost when it’s an others-focused mindset from a selling approach. I’m seeing a lot of hospitality individuals, if they aren’t going back to the hotel world they’re going into pharmaceutical sales, they’re going into senior living care centers and they’re selling, they’re going into hospitals. Anything that has a service approach and a sales capacity, there’s a lot of companies in which indeed your skills are transferrable.

Keep the pulse on what you’re doing from hospitality, I know it’s in a lot of people’s heart that propensity to want to give and to serve. Just realize that there are other companies out there, there’s technological companies. Fred, you had referenced Cvent as an example. There’s a lot of intermediary companies, there’s a lot of technological companies that are helping allow and facilitate travel that might not necessarily be directly related to a hotel.

Keep your options open, continue to network, the more people that you know, you are then representing yourself. I think it’s critically important, I am no longer Bart with Ritz-Carlton, I am Bart Berkey, I’m the only one in the world and I am my own company. You are your brand and as long as you continue to serve your brand well and represent yourself well, I think there’s going to be great opportunities for anyone that is others-focused and is great at sales.

Fred Diamond: Rich, we have one last question that’s coming in for you and the question is coming in from Josie in Chicago. She asks, “What is Rich’s sales process?” Obviously your goal is to get someone to become a customer and to go on a tour this summer, but is it a one phone call type of a thing where you get them on then phone and you close them? Obviously it’s not an inexpensive thing, is it like a five-year journey when the kid’s 10? I’m curious, how many interactions does it take you to get someone to be a customer for the summer?

Richard Applebaum: There’s a variety, like anything. Some parents, it’s a two-minute phone call and I say, “So, what do you think? Do you want to do it?” “Yeah” and there we go. We fill out an application and I ask for the credit card as smoothly as I can and it’s a done deal. That’s more the exception though.

We follow families, they will call us a year or two before their kids are even old enough to entertain this. We try to educate them, we want them to really understand what we do, that this isn’t some type of thing that you need to be embarrassed when people hear your kid went on a Teen Tour. It’s a great thing, it’s a life-changing experience and we’re really holding on. I would say we probably have four or five conversations before we actually close a sale.

And like I tell the guys here in the office all the time, this is a challenge. It’s nothing that we’ve ever been prepared for, there was no playbook as to what to do when a pandemic came by, we weren’t prepared. Who could prepare for this? I’ll close with it’s hard, but that’s okay. If it’s easy, everybody could do this. We’re doing it because it’s hard, we know what we’re going to do, we know how to do it and it’s very gratifying.

To Bart’s point we know a lot of people in the industry, people we work with at cruise lines and bus companies. Some didn’t make it, some are coming back now and there’s almost like a brotherhood kind of experience that we’re all feeling as we’re helping each other get through this. Travel will come back and it will come back in a roaring fashion when the time is right.

Fred Diamond: Keep doing the work, it’s a great solution. For 30 years you’ve been sending kids all over the place and the great experiences that they’ve had. We’ll put your contact information and Bart’s in the show notes as well. Gentlemen, I want to thank you for all the great insights today, I want to wish you both well.

Before I ask you for your final action item, I want to applaud you for being on today’s show and it’s been obviously a challenge in the hospitality space. Rich, what is your industry called?

Richard Applebaum: The major organization that we participate in is called SYTA, the Student Youth Travel Association, that’s a new one but big company and done a lot of good for us.

Fred Diamond: We’ve actually had a great guest, Jennifer Fisher from WorldStrides who sends college kids on trips and we talked about similar challenges that she’s faced. I’m going to ask you both for your final action item, what people watching today’s webinar or listening to the podcast should do to take their sales career to the next level. Rich, why don’t you go first and then Bart will bring us home?

Richard Applebaum: It’s all about being transparent, being honest, being aggressive to an extent and to keep on keeping on. There’s always business out there, you just have to know when the time is right and then finally, patience in our case is the final most important thing.

Fred Diamond: Absolutely. Bart Berkey, thank you so much for all your great content. Give us your final action step to bring us home.

Bart Berkey: It’s a sentence and it’s a recommendation. The sentence is it’s easy to be, but it’s better to become. Becoming is going to take doing and my suggestion for any sales professional out there is do what most people don’t do, follow up when they don’t follow up, do a video when someone sends an email, make the extra effort. Identify the things that you know in your mind that you should do to be more successful, focus in on those should do’s, move them to the done category. Do what most people don’t and you’re going to be even more wildly successful.

Transcribed by Mariana Badillo

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