How to Sell Podcast: Learn to Master B2B Sales and Lead Generation

Jason Campbell [00:00:00]:
There's a gap between the buyers and the sellers and the level of trust. When you started using selling with love methodology, then you're actually able to rebuild that trust in the ethical businesses win.

Luigi Prestinenzi [00:00:08]:
Welcome to another episode of the How TO sell podcast. I'm your host, Luigi Prestinenzi. And as always, I'm honored that you have joined us for what will be a very educational session? Now if you're a long time listener, I just wanna say thank you very much for showing up. We value the contribution you make to the Growth forum community. And if you're a first time listener, welcome, and we hope you take away some actionable insights that'll help you sell more. Forum many sales professionals, prospecting is one of the hardest parts of the role. A study from HubSpot actually revealed that over 50% of salespeople actually don't like. They find prospecting that one of the toughest parts of the job.

Luigi Prestinenzi [00:00:44]:
Yet we know that in order to be successful when it comes to sales, you've gotta be prospecting. You have to be creating more quality opportunities for yourself. Now prospecting, you can do it a a range of ways. You can use referrals to prospect. You can do cold calling. You can do, you know, even on social reaching out to people, but prospecting fundamentally is a key part of the role, and you have to be proactively reaching out to people that you're trying to engage with. You gotta be reaching out to your ideal customer profiles, your buyer personas, and you've gotta be proactively doing it. Yes.

Luigi Prestinenzi [00:01:13]:
It's awesome when inbound come in, when people reach out back to you and say, hey. You put this post up or I saw this or, you know, we spoke a couple of years back, and I'm I'm ready to talk. That's fantastic, but that's not gonna keep your pipeline full. That over 70% of salespeople last year failed to hit their target because sellers just don't have enough opportunities in their pipeline. We've got a couple of incredible guests this month. We've got some tactics we're gonna talk about. But this week, I'm really excited to share the topic, which is prospecting with love. And you probably go, what, Luigi? I'm looking for a tactic.

Luigi Prestinenzi [00:01:46]:
I'm looking for a tactic that's gonna give me more opportunities. It's gonna it's gonna turn people to read my emails and compel them so that they inquire back. Because they respond back to me. Because that's what that's what I'm struggling with. I'm struggling with open rate. I'm struggling with people responding to my emails. I won't responding to my emails. I won't pick up my phone calls, and when they do, my cold call open line doesn't work, etcetera.

Luigi Prestinenzi [00:02:05]:
Just hold on a second. I just wanna put pause in the tactical element when it comes to prospecting because there's a lot of incredible tactics out there. And we're gonna talk through some of those tactics this month. We need to talk about why we have to prospect with love. And this week's guest, Jason Mark Campbell, who is the author of of selling with love, is gonna talk about why you need to love your prospects and your customers when prospecting. And this is something that I think is such an important topic because when we think about it, prospecting is not about selling anything. We're not selling when it comes when we're prospecting. We're trying to create a level of awareness.

Luigi Prestinenzi [00:02:40]:
We're trying to engage with our target market and pique their interest to wanna know more. We're creating awareness with identifying our ideal customer profiles, our buyer personas, and coming up with a message that we feel will resonate with them based on a problem they might be experiencing and an outcome they're looking to achieve. The most important part of the process is caring. It's really caring about the improved results your prospects are trying to achieve. And if you don't care about them, if you don't care enough to do research on them, if you don't care enough to do research on the industry, why should they care about engaging with you? And this is what I love about this week's episode, because we need to flip this when it comes to prospecting. Right? We've gotta flip it and say, you know what? If I know the prospect I'm reaching out to, I've done a bit of research, a bit of pragmatic research. I've seen that, you know what, the business, the industry, whatever it might be, they're suffering from a particular problem that could be preventing them from achieving an outcome. And I've got some insight.

Luigi Prestinenzi [00:03:40]:
I've got some ideas. I think there's a way for them to improve on that and achieve and improve them. Then they do wanna know what I've got to say. I'm compelled to reach out to them. It's a mindset shift. Right? But I've gotta care about them. I've gotta truly care about the audience that I'm seeking to serve. And that's what selling's about.

Luigi Prestinenzi [00:03:57]:
We're serving people. We're helping people achieve a better outcome.

David Fastuca [00:04:01]:
Just a quick interruption to let you know about a free resource that and I wanna hand over to you. This resource has helped lift close won rates to over 73 3% on average. Plus, you'll get our b to b sales newsletter that drops weekly where you can learn what it takes to build a repeatable sales process and creating a pipeline full of qualified deals. To get this resource, just go to growth Forum dot I o forward slash news letter or click the link in this episode and sign up today.

Luigi Prestinenzi [00:04:34]:
And that's why this week's episode is gonna stimulate some ideas and thoughts about what does that actually mean? What does selling with love actually mean? And as we embark on this journey, things are gonna change. Tactics are gonna change. Doesn't matter, like, yes. Now you've got sales engagement platforms. They're going through the roof. They got all the tools that help you, you know, from a tactical perspective, look at trigger, etcetera, etcetera. But one thing that's going to be constant for us. One thing that's gonna allow you to be the best sales professional you can be is that level of care.

Luigi Prestinenzi [00:05:04]:
Because remember, as the great man Brian Tracy says, sales is a transference of enthusiasm, and that energy comes from really caring about the audience that you're seeking to serve. Welcome to the show, Jason.

Jason Campbell [00:05:17]:
Hey, Luigi. Good to be here.

Luigi Prestinenzi [00:05:18]:
Yeah, man. Thank you very much, and thanks for participating in and we're really excited because I think, in a world where automation is kinda gone mad and our prospects are getting inundated with sequences, but your message of selling with love is so important more now than ever before. So before we get into this episode and really talk about how we can prospect with love, tell us a bit about yourself and how you started in the world of sales.

Jason Campbell [00:05:45]:
Yeah. So, you know, I found myself working in a personal education company. I think that's where I spent the majority of my time in sales. And, I was bringing up these ideas like meditation, spirituality to the consumer. So a lot of what I would do would be event sales, looking at, like, the 5,000 to $10,000 ticket for people that wanna come to a festival, and then they'd come for personal growth, or they'd come for entrepreneurship. So I helped and and designed a ton of the automation that you speak of. And I love this quote that says everything's good until marketers come in and kind of ruin everything or rather sales might come in and ruin everything. But, yeah, it's it's true.

Jason Campbell [00:06:20]:
The world's getting filled with all these automation tools yet there's ways to use it in a good way and in a bad way. And I feel like these tools are just accelerators. So guess what? If you're doing it like, you know, spaghetti on the wall with no consideration, then you're when you give you a tool, you're gonna ruin it for a lot of people and even yourself. You might not get the success you were looking. Before I even got into that, I found myself doing real estate investments. I was raising funds for, you know, a multi family residential properties in America. As a Canadian, we were raising funds in Canada after the 2008 downturn. And, you know, America was a great place to go pick up property, so we did that.

Jason Campbell [00:06:56]:
I had my own company where we were flipping houses as well. So that was a that was a past generation, Jason, but, you know, I've always had this passion and love for sale. I mean, I have this fun story that I love to share when I was in my, you know, my teen years. And, you know, at school, they asked you to do some charity work, and they had you selling chocolate. And my origin story is always the fact that I'm going door to door, you know, selling these chocolate covered almonds, which I call the world's finest, which I think was probably, you know, hyped up marketing, but, you know, nobody was paying attention. People were excited. People were buying. They were giving me a what we call in Canada, a toonie, which is a $2 coin.

Jason Campbell [00:07:30]:
People were excited. People loved it. I'd knock at their door. Do you guys want some chocolate? They'd be like, yeah. Sure. And I'd be like, wow. It sounds fun. You know? People are excited.

Jason Campbell [00:07:37]:
I like it. And I think it was by the 6th door when I knocked. The the lady's like, well, let me let me ask my daughter. And the daughter came down lived next door. She was going to a different school and ended up being my first partner. So, it was selling with love. Kinda started there. And, you know, when you have that kind of powerful impression when you start selling, you can't not fall in love with it going forward.

Luigi Prestinenzi [00:07:59]:
Well, man, that's it. We gotta ring our sales bell. I mean, that is a great story. You sales you you really did, sell for love, or you you sold and you may you you know, you fell in love, which is amazing story. But, man, thanks for sharing that. Tell us a little bit because I think before we go mindset talk talk a bit about your methodology around selling with love and and why it's so important in today's market, what did you learn after the global financial crisis, especially in America? Because out of all the the markets, they were the biggest hit. Right? What did you learn about selling in that market in that time?

Jason Campbell [00:08:34]:
So when that happened, I was in my early twenties, and I was at the beginning of my sales career. And as much as I'd love to tell you how I've, you know, I've learned how beautiful and amazing sales were, and how it made the world a better place. And every sale I've made was covered in like butterflies and rainbows. Matter of fact is I actually got that, you know, that phase of my life was to understand how powerful sales is. And I started learning the process of selling without necessarily assuming the full responsibility of every sale I'd make. So, you know, army with a couple scripts, being part of a culture that was hyping me up, I was able to move some pretty expensive programs for people to be real estate invest, you know, students in the program without necessarily really taking responsibility saying like, hey. Who I sold to, do I feel like they're gonna have success? Do I have a responsibility for the success they'll have? But I just realized like, woah. I could move a lot of money.

Jason Campbell [00:09:26]:
I could move a lot of energy. Yeah. Now, you know, in mindset, to be honest, there was this expression where it's like, ignorance is bliss or it's just like we didn't know any better, but, you know, it ended up being the best opportunity that ever happened. Like looking from the outside as a Canadian, we started to participate in the market where we're picking up properties for like $30,000 condos, they used to sell for 200, $300,000. And I didn't realize how big the opportunity was at the time because I hadn't experienced it before. So, hey, what did I learn? Sales is powerful. Didn't know what I was doing, yet there was a power in not knowing what I was doing. It was kind of like a ignorance where you're just so confident, young, and you didn't know any better.

Jason Campbell [00:10:06]:
You're following the scripts. People are giving you money. They're excited. So I was like, okay, something's powerful here. And, you know, from there over the time, you know, I started realizing like, hey. I could have taken more responsibility. There's some danger that happens when you're, you know, really confident and you don't know any better and you learn sales tactics. You can be very effective without realizing the impact of what you do.

Jason Campbell [00:10:25]:
And I think that came with practice, a couple bruises, a couple feedbacks, and realizing like, hey. I gotta be careful with this power.

Luigi Prestinenzi [00:10:31]:
Yeah. Absolutely. You're right, Rob, because I think selling there's a there's a there's a level of psychology that's sitting behind selling. Right? We know it, and we know that there's a number of human needs. And when you can tailor a conversation or you can tailor a message that's triggering a need, a human emotion, there's often action that occurs on the back of that. Right? And I think over the years, there's been many gurus or there's been many organizations that have used that that knowledge to be able to persuade people and convince people to move to a point of decision when it probably wasn't the best decision for them. And, you know, I think we've come a long way. I still think there's a there's a huge gap from a trust perspective.

Luigi Prestinenzi [00:11:20]:
I think a lot of the data continues to say, hey. There's a gap between the way buyers trust sellers. Right? And this is where I think even though technology is really making it easier for for for sellers to connect with buyers or potential buyers, it's also feeding that distrust. Because when I'm getting an email from somebody, I know it's 1 to a 100. The messaging is poor. It's not really personalized to me. It's not relevant. There's no point of view and no reason why I should care about responding to this.

Luigi Prestinenzi [00:11:55]:
I'm mindset just thinking to myself, you know what? This is just another seller trying to sell me something that I don't need. So tell us a bit about, you know, where did where did the inspiration come from for you to write a book called Selling with Love?

Jason Campbell [00:12:08]:
Yeah. Well, through that experience, you know, I was one of the students. You know? That's how I started. I ended up buying this real estate investment, like, coaching package. It was like $20,000. And, you know, when I went through it, we started putting offers on a bunch of condos. And, you know, very shortly after, they brought in somebody who said he was gonna fund all the deals we're going to buy. And I'm here with my 2 best friends.

Jason Campbell [00:12:29]:
Right? We're just buying everything. We're excited. Someone's going to fund the deals. We feel unstoppable. We're going to

Luigi Prestinenzi [00:12:33]:
be millionaires.

Jason Campbell [00:12:34]:
Right? This is where they're pumping you up. They they put us in a recording room, made us record some testimonials. We're like, this program is incredible. We're having a good time. And then right after the testimonials were recorded, the guy with the money disappeared. Everything we were taught was cutting corners, and it was not protecting anybody who was buying the properties from us. And so I had to kind of go back to the drawing board. I had to relearn everything.

Jason Campbell [00:12:55]:
And I I'm gonna tell you, Luigi, this is not a fun time in my life. Like, this was you know, I actually found myself needing to take a bit of medication, see a psychologist just because my whole reality like, I got the rug pulled from under me. Mind you, the result of it, learned everything I had to do, made everything right upon the deals that I had, and I became very knowledgeable in the practice. But I still realized that no one needs to go through that. You don't need to have that kind of trauma to get some success. So for me, the biggest thing is I wanna see a world where, you know, I'll use the the formal word, Douchebag marketing and sales don't have a place to exist because ethical companies know the successful ways to actually have empathy and communicate effectively by using selling with love, which is not only one that works really well and is working more well as we're seeing that there's a gap between the buyers and the sellers and the level of trust. But when you started using selling with love methodology, then you're actually able to rebuild that trust and the ethical businesses win ultimately. And And this is what I wanna see more in the world.

Luigi Prestinenzi [00:13:52]:
Okay. So, essentially and I really appreciate you sharing, man, because I think that's you know, for a lot of us, moments of adversity allow us to really grow and become who we are today. Right? We continue to evolve, and and those are the moments that we look back on as milestone moments. Right? So you've you you know, it's helped you really understand the mindset of a sales professional. You're really thinking about, hey. The ethical component try helping. There's a whole bunch of stuff, and I've heard you on your podcast. And we'll make sure we put your podcast link in our show notes for our listeners because, you know, I've listened I've I've binge listened this week for for my listeners, so it's just some good content in there.

Luigi Prestinenzi [00:14:31]:
But tell us, when it comes to prospecting, right, because prospecting can be, for a lot of sellers, it's probably the hardest task. Right? Creating or self generating pipeline is the most important task in my opinion for any cell a salesperson because it doesn't matter what market conditions. If you're able to go out there and generate new opportunities and fill your pipeline with self generated opportunities, you are truly a valuable sales professional. Right? How do you apply that concept of selling with love to prospecting with love in today's market? Yeah. Well,

Jason Campbell [00:15:11]:
when it comes to prospecting, as you said, it's one of those least comfortable things to do. Right? It's it's gonna be it's gonna be the one that you're gonna make the most amount of activities that don't guarantee results. Like Yep. You're gonna do it, and then that person may or may not reply. So any of the research that you do, any of the preparation you've done, you know, it all goes to waste if you don't even get an engagement, you don't get a reply, you can't get your foot in the door. And one thing I'll make a big distinction here is when it comes to prospecting, for your listeners, like, if you're in the B2C world, it's very different than the B2B world. Yeah. Absolutely.

Jason Campbell [00:15:44]:
And, you know, and there's a part of me that thinks, especially in the b to c world, like, you can use those automation tools. You should look and to be more effective because with the attention span that is today, you can be expected to do a full research. Like, if I'm just trying to sell to Luigi an individual a price point that's like less than $1,000, I'm not gonna go and study everything about you. I'm gonna try to find as many Luigi that could be similar that I can reach out to. It's something that could be at least somewhat relevant. I've noticed that for the majority of the people I work with that are trying to do prospecting, the fact that they're reaching out and they're it's, you know, for the lack of a better word, they're a nobody. Like, there's no substance behind their reach out. And if you start investigating what's who's the person reaching out to you, there hasn't been any kind of work, sharing, knowledge, or education that has been created.

Jason Campbell [00:16:36]:
So that if you're receiving a message from this person, you can go and check them out. Right? Mhmm. And I think that's the biggest thing that happens in prospecting today David that people are so empowered to be able to check you out. So if somebody reaches out, they're asking themselves question. Who the hell are you, and why are you reaching out to me? And so if I'm talking about prospecting, yeah, of course, you need to continuously fill that pipeline. But But can you make it in a way that it starts filling itself as well? And so I'm a big proponent of actually seeing a place where you can actually choose a medium and at least have a consistency of content that is being shared. Yep. And it doesn't need to be excessive.

Jason Campbell [00:17:12]:
It could be once a week. But at least that if somebody, you know, over a course of, you know, 10 weeks, you already got 10 pieces that have been put out. But at least if someone's doing some research on the fact that you reached out, they can at least see like, okay. This person is somebody doing something in this field, and they can start answering their own questions. Because we're all a Google search away from going and doing our own research. Right? So even before the prospecting starts, like, make sure everything that if you Google your own name, Google the company you're going Forum, these are gonna be the things that your people are gonna do. So start with at least cleaning up everything that needs to be there so that when people receive a message from you when you're reaching out, they can quickly figure out really quickly who you are and why you're reaching out.

Luigi Prestinenzi [00:17:51]:
Yeah. This is good. Right? I actually I think this is great this is great advice because I think for so many, we break it up for for so many sales, you know, Growth. They're like, I gotta prospect. Oh, but you're spot on. It's fundamentally prospecting. Just because you're reaching out, it doesn't mean they're gonna immediately respond. They might do their own due diligence.

Luigi Prestinenzi [00:18:11]:
And if you're not creating a presence for yourself, if you're not putting any sort of content or showing them why they should care about engaging with you, then you're not increasing the chances of success with your prospecting efforts. And, you know, the things that I've written down just just now, like, it's reinforced at the research piece, the care, the brand, the messaging, you know, really giving that consideration before I even reach out, which I think is fantastic.

Jason Campbell [00:18:39]:
No. We're we're in the same boat here where we have a medium. You know, you have your podcast. I have my podcast. And, you know, is the podcast the best use of my effort to make sales? Well, no. Actually, if I get on a sales conversation and close a deal, that's more effective on a, you know, hour to hour basis. But the fact that I have, you know, over 200 episodes every week, there's 2 episodes that come out. There's a consistency.

Jason Campbell [00:19:02]:
In your case, you have your own podcast. When people start looking at you, they're like, hey. This person is a thought leader within their own expert. And we all need to have some sort of personal brand. Right? And so Absolutely. If you're an employee within a company, there are some things you can leverage from the company you represent. But again, what are gonna be the first questions people are gonna ask? They're gonna Google the company, and what do you see when you do your own research about it? So ensuring there's some congruence and that things line up, then you can feel more confident when you're gonna be reaching out.

Luigi Prestinenzi [00:19:28]:
Yeah. It's a it is a great discussion, Jason. I think it's such it's it's an important discussion, right, because, again, as we as we now approach in the back end of the pandemic, even though, we're now experiencing a new set of challenges. Right? We're experiencing supply chain issues. We're experiencing labor shortages. There's a whole range of challenges that, you know, sales professionals are engaging with when they're going out to the market. Right? I think, you know, what you're talking about is is is fundamentally crucial is buyers have a certain expectation of sellers. Like, there is a certain expectation.

Luigi Prestinenzi [00:20:03]:
And if we don't deliver to that minimum expectation, our ability to get any form of audience with them is gonna be very, very limited. Right? And, you know, this is where, again, our thinking that wholesaling we love. I think the fact of the matter is, and what I love about your concept is is that actually thinking about this beyond my transaction and moving past that to think about I I I do care about the people that I'm engaging with, and I have an opportunity to have a positive impact on them. And I think if if if sellers can actually put that in place in their messaging, that's gonna come across with empathy. And sales are gonna go, you know what? This is actually already different to the 10 or 20 other emails that I've just had in my inbox. Right? It's fascinating because,

Jason Campbell [00:20:55]:
you know, within the concepts of my book, I speak about 5 loves in selling. And I'll start with the first two because it's very relevant to what you're saying here, which is the first love you should have in selling is loving the impact of your transaction. Like, love the impact of the sale you make. And by just spending some time, I'm thinking about this, like, take a moment and think, when I make this sale to the buyer, what will change in their life? Journal it out and then have crazy thought experiment where it's like, okay, if I consistently sell to buyers that get this kind of transformation, what's the impact that's gonna happen in the world? Yeah. And then you start looking at the res like the the the ripple effect of every one of your sales. I'll give you a terrible example of how this would look like in a negative scenario. I'm gonna pick on Philip Morris. Like, I could be a PR agency, and I have so many friends who worked for, you know, agencies and had to represent, you know, tobacco companies.

Jason Campbell [00:21:45]:
Yeah. And they all feel like their soul is being sucked out. They're all having a disconnection between their values and, you know, the work that they're doing because they're realizing that the more effective I am at my work, the more I'm getting people smoking. And if this is not like, hey, all the power to you. If you think smoking is the best sexiest thing that you can do, well then, you know, all the power to you. But that's not the majority of the sentiment. We're quite aware of the health effects of that. So imagine the more you're effective at your job, the more you're actually making a negative impact on the world.

Jason Campbell [00:22:17]:
And I'm trying to shift the energy of where people are actually doing their work, so that it actually has the opposite effect. So in my case, if I sell one company, which I've chosen as an ethical company that I wanna do business with, and I'm teaching them the ethical ways of selling, well, I'm actually not only helping them increase their sales, but I'm giving an example to the world of what happens when you embrace sales and how good companies can use these techniques and succeed. And now I'm actually lifting up every other ethical company to realize, hey. We can stand out. We don't need to use manipulative tactics. We can do it in a way that aligns with our values, and they start succeeding more. And so this is what I wanna see in the world. And so spending that time to be clear on the impact, the beauty is that you're more motivated to prospect because you're like, wow.

Jason Campbell [00:23:00]:
Every single person I get to reach out to might potentially be impacted with what I know to be true for me. Yeah. And secondly, when you reach out to them, you're gonna have your messaging just be that more crisp. Just being like, Luigi, I noticed your company is doing a great thing, and this is what I'm trying to do, inspire ethical businesses. I'd love to connect because I have a platform where I'd love to promote you. Like, if I just said that already, you're just like, who's this guy? Right? And so Yeah. If you can do that, it helps so much. Yeah.

Luigi Prestinenzi [00:23:30]:
I think, again, I think you've touched upon something really important, right, because if you know the that the impact, if you know that, hey. This is the type of impact that you can have and this is the type of impact that we can have on you. And I believe that you have a problem that what we do can help you solve and move help your business move towards that point of success, help your business' customers, right, and they can have a certain positive outcomes, then it's actually I'm compelled to pick up the phone or reach out to you. It's a mindset shift.

Jason Campbell [00:24:16]:
Right? 100%. And this is it. Because now prospecting doesn't become a drain. It becomes an exciting opportunity. And if you can step into that mindset, then then you can go prospecting all day long. Like, it's interesting for me, although this wasn't an exchange of money, but it was getting myself featured on a ton of podcasts. And so I actually went and did a big blitz of prospecting a couple of days ago, which actually is how we got connected, is I found a target market, you know, and I was like, wow. There's these amazing people who are the top influential sales people on a list that I saw where you were featured.

Jason Campbell [00:24:50]:
And all of the LinkedIns were made available for the people that were on that list. So I was like, this is great. I teach how to reach out on LinkedIn and connect. So I went out, I may send a connection request. But again, if I would have just been like, hey, Luigi, I wanted to connect. I wanted to pick your brain. Like, you've been like, hey, I'm getting tons of requests. I don't know who you are, what you're doing.

Jason Campbell [00:25:09]:
But I've put in the work and I've have the results. I've had my asset that I built, which was my podcast, which again is what I'm saying. If you can have at least some cadence of thing that you build that generates value, you'll have a valid reason for reaching out. People will be like, woah. Okay. There's something with this person. But every single person that I reached out to was so fun for me because I got to discover a ton of people. I got to reach out.

Jason Campbell [00:25:31]:
It led to some interesting opportunities and here we are.

Luigi Prestinenzi [00:25:35]:
But I think, again, you know, what you're touching upon, you you David we go, well, there's no tactical like, when you look at it, you're thinking, well, there's not a real tactical element behind this. You know, what is a tactic behind reaching out with Impact and Care? I think the tactic is, you know what? The actual message, it's gonna have it's gonna have to be more real. Yeah. It's gonna have that more emotion to it. And we know we know the studies show us that people don't buy with logic. They buy with emotion first, and they justify with logic. Like, we know that. We know as a human race, we're an emotive.

Luigi Prestinenzi [00:26:13]:
Emotions drive action. Right? And this is where I think that this is what I love about selling. The best deals that I've ever put together, the biggest, were not perfect. The presentations to the directors and to the CEOs, I'm talking, you know, 10, $20,000,000 deals, they weren't perfect. I stuffed up. Right? I wasn't as eloquent as I could have been. I wasn't the MBA graduate or the MBA qualified individual presenting at

Jason Campbell [00:26:42]:
the front of the room, but

Luigi Prestinenzi [00:26:45]:
I knew my stuff. I was the sales process we executed, we guided them to a point of of we had a clear understanding of the future state. We had consensus within the executive team. Right? And we were real, and we cared about them, and we put passion, emotion, and enthusiasm. Right? And if I look at all the opportunities that I've been able to win through that through my journey, because I'm I'm you know, I've got a lot of a lot to learn. That enthusiasm, that passion, that care, it actually means something to the other person. It makes them feel, hey. This person actually does wanna meet with me.

Luigi Prestinenzi [00:27:20]:
They're showing a level of energy and intent, and intent matters.

Jason Campbell [00:27:25]:
Right? It's not what you do is how you do it. Right? And Yeah. You're gonna you're gonna love this, Luigi, because in my book, I actually give a definition of sales that's gonna ruffle the ones that are very pragmatic. But you said energy enough times that I feel confident about sharing it. So here's how I define sales. Selling is an energy exchange between conscious beings. So you have goods and services, you have money. Money is nothing more than stored energy.

Jason Campbell [00:27:48]:
But the key thing that most people forget is in every transaction, there's an emotion. And what is emotion such as energy in motion? And so what's the underlying emotion in the transaction that closes the deal? When you're speaking about that multimillion dollar deal that you had this enthusiasm, this joy, this passion, man, I would call that love. Like, you had love for the deal. You had love for the client. You really wanted to make this work, and they felt it. And I would also say selling with love looks a lot like leadership. Yep. And there's a risk that you take.

Jason Campbell [00:28:21]:
Right? Like, you didn't have the perfect presentation, but you knew such enough that you were willing to take the risk to close this deal because the research suggested that the likelihood of this being a great deal for that client was worth taking that risk. Absolutely.

Luigi Prestinenzi [00:28:38]:
And I think, you know, I love I love it because I think, again, energy and it doesn't have to be, you know, I had the opportunity to view a guy that's achieved incredible results, you know, $1,000,000 commission checks, you know, year in. And and his energy levels are completely different to mine. But he's different type of energy, yeah, that he does care. It's not that he's bouncing off the sales. And this is where I think we can kind of often mistake energy. You don't need to be bouncing off that's just who I am. That's my character. I get excited.

Luigi Prestinenzi [00:29:08]:
I get energetic. But it doesn't mean the guy next to me or the female next to me who's a bit more pragmatic, a bit more relaxed, a bit more composed, she'll still have an energy, but her energy will come across in a certain way. But, again, I think what I'm loving about this is, you know, to stand out in a world of sameness, to stand out in a world where, you know, there is a lot of competition now. Like, it's not like it was sort of 10, 15, 20 years ago. There's more and more products coming to market, more and more services coming to market. And so, you know, the competition now, you're competing with more and more companies. The ability to really prospect and stand out from the rest and make a difference is by really putting in that care, energy, and enthusiasm, and really putting in that emotion in your in your in your prospecting efforts.

Jason Campbell [00:29:58]:
I mean, you you talk about how, you know, yes, there is more competition, but, equally, there's more access to information for sellers. Right? Like, where on LinkedIn is crazy. You can really connect with so many people. Yeah. I know some of the people listening here know what Hunter is. They there's so many tools. You can find people's emails. You can send them something.

Jason Campbell [00:30:18]:
But the ability to find someone's email is useless unless you have a compelling reason to reach out to them that will get their attention. You know? Yeah. We'll hit spam on most emails. So what so yeah. You start thinking about like, oh my god, what's the best headline that I can write for the person to open the email? And I feel that's where we put a negative amount of emotion, of energy or time into. It's like, I need to write that perfect headline. Yeah. Fine.

Jason Campbell [00:30:44]:
Don't neglect it. But once they click on that email, the headline's open, and you've drafted an email. But what really is the product that you're selling? Is it worth the attention that you're trying to skew into getting? And that's where I feel like you were putting the cart in front of the horse. Right? It's like, hey, If you're coming with this impact that we talked about, which I know sounds maybe fuzzy, might not be as clear, but my god, when you're reaching out and saying, you're gonna come across in your copy about how you're reaching out because you genuinely care about the impact. And, you know, that's just one of the 5 loves. The second one is just loving the buyer. And I'll tell you one thing, The best way to show love to a buyer is to understand the buyer. Yeah.

Jason Campbell [00:31:23]:
And I think that's where you differentiate between, you know, people just sending those generic messages, which you are completely irrelevant and non personalized, to actually spending a bit of time to maybe craft your message for buckets of clients that would you would actually be really relevant to them. And I think that makes a huge difference. Absolutely.

Luigi Prestinenzi [00:31:39]:
Yeah. I'm totally on board with that, man. So, look, I think, there's so many takeaways from today's episode, and we could probably keep talking for ages, man, and we might have a part 2. Right? But just for anyone, obviously, your podcast, we're gonna we're gonna put in the show notes, selling with love podcast. It's a great podcast. Many of our friends are on have been on the podcast, so we're gonna put a link, for where our listeners can find that. But before we let you go, where can our listeners find you apart from your podcast? Where else are you active so they can engage with you? Well, I mean,

Jason Campbell [00:32:09]:
if you wanna do an exercise in prospecting, I'll tell you this. This is my favorite way to prospect, is go on LinkedIn, find Jason Mark Campbell. Mark is with a c, and send a connection request, but don't do the mistake of leaving that notes field empty. I get so many connection requests from people, and if the notes field is empty, I do not accept it. But for everyone here, just let me know you heard me on this podcast and connect with me, and I'd love to have a chat, and maybe I can help you solve a problem with your prospect. Awesome, mate.

Luigi Prestinenzi [00:32:35]:
Well, mate, thank you very much for the contribution you're making to our profession. You're helping Elevate. Like I said, I binged your podcast this week, man. I've I've got a few more to go over the weekend. So I just wanna say thanks for your contribution.

Jason Campbell [00:32:49]:
It's my pleasure. Thanks for having me, Luigi.