All right, welcome in to Vision Pros Live with
Jackson Callum. I'm your show host. We'll be
doing interviews for visionary entrepreneurs
and guest leaders who are building fantastic
visions out there. What's up, everybody? Welcome
in to another episode of Vision Pros Live. I'm
your show host, Jackson Callum. I'm super excited
to have Andy Halko on stage today because...
He's going to be talking about a subject that's
near and dear to my heart, and we need more experts
talking about this. We're talking about something
most companies accidentally get wrong, and that
means talking from a position of customer -centric
language in a world, as Andy puts it, that gets
flooded with tactics and tools. Real growth comes
from a much deeper shift, and we're talking about
the shift of really focusing in on relationships.
We have two companies up here that I highly recommend
taking a look at that understand the value of
customer -centric approach. Home Studio Mastery,
which you need, Ahmed, helps people build out
podcast studios. Not ones that look like this.
He didn't build this podcast studio. This wall
was built by an engineer in Ecuador. I'm down
in Ecuador right now, not in my typical office.
I also help people launch podcasts and get started.
I went live on Facebook, called it a podcast.
My team made fun of me a little bit, and I said,
you know what? It's my podcast. It's okay. I
don't have to have all the fancy stuff. Eventually,
we grew into some fancier stuff. But if you really
want to build a great podcast and climb the ranks
and are the top percent of podcasts in the world,
June 8th is one of the people I recommend working
with on that. He knows how to listen to you,
hear you, and help you do just that. Then I've
got Dr. Danny Brassell up here. Dr. Danny Brassell
has a program called The Reading Habit. And with
The Reading Habit, he helps. parents inspire
children to have a passion for reading. And the
challenge of reading that he's helped me see
is that four out of five readers that struggle
are boys. There's a lot of challenges that he
talks about in relation to that. So if you have
a boy or a girl Who is struggling to read I highly
recommend again talking to Danny. He speaks all
over the world in this He sells thousands upon
thousands of educators. So this is one of the
best speakers I've ever met worked with now for
about a year and I absolutely love Danny Purcell
He's a good person and he's a good person because
he cares about the people that he serves So again,
that's what we're going to dive in today They're
just two examples that you can potentially model
and then of course There's the water project
that serves their people really well once again
a great entity to go and learn in real real time
with a real example exactly what Andy and I are
about to talk about the practical implementation
the water project is something that's near and
dear to my heart because people in the world
when I learned that there's so many people there's
millions of people who don't have access to clean
drinking water that is a problem I have never
had in my life I've only ever been thirsty for
a few hours I think maximum so when I found out
that that the water project does this thing where
You can invest in a specific community and they
will actually show you the outcome of your investment.
I got kind of obsessed with it. And I see these
children celebrating water with more enthusiasm
than my kids celebrate Christmas Day. And that
is a very humbling reality. Guys, you may have
another cause out there that you want to support.
There's 8 billion people to help in this world.
And I think that those of us who have the privilege
of rocking the mic. or listening to a podcast,
we have an opportunity to step up. Even if that
doesn't mean we have the financial means, we
can still share the idea, and you never know
who you're going to touch that might be able
to give $5 ,000, $10 ,000, or more to help generations
of people have access to the basic essentials
in life. So without further ado, let's dive in
and serve you as well and start talking about
this customer -centric language and what we can
do as companies, as visionaries, to be able to
upgrade. Andy Hauko, welcome to Vision Pros Life.
Hey, thank you for having me. This is fantastic.
I love your vision of what you shared of just
doing something bigger and better than just focused
on yourself, which leads us into what we're talking
about, too. Thank you, man. Way to close the
loop on that. I like that. Let's talk about the
next piece of vision for now. The vision for
those that you serve, you've established that
quite well. It's about connecting with clients.
I'm going to push you a little bit on this for
both of our sakes. We're both mathematicians.
We're going to go on the chalkboard with this
concept, and I want to hear your ideas because
it's going to also improve my vision and the
way I go about things while we help the audience.
There's this thing called ICP out there, right,
the ideal client profile, and your avatar, your
audience, right, and defining all those. We can
get into psychographics. We can get demographics.
We're going to go deep, by the way, my friends.
We're not going to stay surface level on this
one. We're going to go to the deeper levels of
conversion rate optimization, CRO, and making
sure we really understand people. What I see
happening in the market so often, Andy, when
I ask people who their who they serve, what's
the client they serve. I stopped asking that
a long time ago because people suck at answering
that question. They just do. I ask people now,
who is your typical client and who is your ideal
client? And that tends to get people not to feel
so defensive about it when they get it wrong.
And they tend to get it less wrong when we talk
about that. So the typical, what I see happen
to business owners, and I want you to correct
my theory if you need to. you know and say like
jackson no it's not there's something deeper
here feel free to to completely steamroll me
or feel free to jump on my bandwagon but i tell
clients look one of the biggest problems that
you have is you're going to talk to about 100
people and however fast you go through your own
prospecting only about five percent of the market
in most cases are going to be the actual person
that you need to talk to but what happens is
you get addicted to not hearing no you don't
want to hear no you want to be rejected so you
start shifting your pitch to the typical client
and catering your opportunities to talking to
them. So when the 5 % come along, they don't
hear what they need to hear because you've been
trying to cater to everybody else the entire
time. So you lose sight of how to actually talk
about what is needed by those 5 % few who are
in the market for what it is that you need. And
they can't hear you because you got lost trying
to people please everybody else who wasn't a
fit. Am I wrong? Am I right? Is there more to
it than that? Andy, the show's yours. Man, is
there a lot to unpack there? But I think you're
exactly right. I would start it out of I am a
big fan of two things, polarization and targeted
segmenting, which is what you're really talking
about. For me, the reason I'm so passionate about
this buyer -centric approach is that for me in
a business, if you're developing a product and
you're thinking of, a lot of different people,
you're creating features all over the place.
But if you really narrow in on that ideal customer
and understand their pains, their needs, what
they're trying to solve, you're going to create
a product that is so much more enticing and sticky.
And then you move to marketing, and it's the
same thing. If you understand their motivations
and their mindset and, again, their pains, you're
able to create campaigns. landing pages that
speak to them so deeply and resonate that you
move people through the process like never before
and then that goes into sales and if you understand
buying decisions and committees and how people
make decisions that even the guy in b2b is going
home and explaining what he's doing to his wife
and his wife is giving an opinion right and it's
uh you know you've got these complex buying approaches
that end up happening in everything and if you
understand that you can close more and this keeps
moving through the entire cycle of business that
you really need to understand that customer and
you need to cater to them very deeply because
it's so powerful um and and so i just you know
I believe that companies that hit plateaus or
struggle, it's because they're not doing that.
They're not getting in there and understanding
that person and just infusing it into each one
of those parts of their business. Well, I love
it. I opened a rabbit hole and you just found
a field of rabbit holes. You just expanded upon
it. Andy, I got to ask you right now. I got to
get you back. on the show too um we i would love
to dive in deeper on this and make sure that
we really honor this process because i've had
a lot of great guests in the show we've we've
had over a thousand if not over three thousand
um and i don't think we've ever had a single
person talk about the complex sales reality the
enterprise sales methodologies and we live in
a market where i'm going to tie that to another
rabbit hole called the zero moment of truth that
google coined based on an old concept an old
principle called the moments of truth and what
has what you've just helped me like light on
fire to my own mind is okay the zero moment of
truth which is where people now have an influence
of factor where everybody in their life can ultimately
influence a buyer's decision because of the advent
of the internet and ChatGPT and Google and things
like that. So if I talk to a prospect and they
go talk to their wife about it, their wife's
no longer in the dark about decisions. She can
go look at the reputation on Yelp or the reputation
on Google or elsewhere. And so if we don't have
our brands well positioned in the market to help
assuage fears, and help people understand the
value of what is they're committing to from the
different level of influences that exist, from
a key influencer to, again, a spouse who is well
-meaning, then we end up putting our prospects
in a position to where the confused mind has
to say no. So this is something that we need
to dive in much deeper on. Yeah, there's a lot.
In my first book, The Buyer -Centric Operating
System, I talk about hidden influencers. And
whether it's in an organization and there's a
coworker, whether it's a spouse, a friend, people
have conversations. Especially that enterprise
buying that they're making a big decision that
may take months. They're talking to multiple
people. They're going to a random networking
event and saying, oh, I'm looking to implement
an ERP system. And all of a sudden, 10 people
in the room are talking to them about what they
did. Right. Or you go home and your wife is IT
manager at another company. And she's like, hey,
you know, we're also looking at this. And here
are the three that we were talking to. And so
in the book, I really talk about this idea that
we end up focusing on the person that we're talking
to in sales and being really obsessed about them.
And we completely ignore this hidden world. of
other influences. And transparently, it gets
into my second book that I just released, which
is now that the biggest hidden influencer is
ChatGPT, Grok, these other AI platforms, which
are now, you know, co -pilots in decision making,
which is a whole different paradigm shift. Huge.
Super relevant example of that today. I spoke
with a man in Pakistan who's looking to help
us move Danny Brassell into Southeast Asia. Great
man and brilliant, by the way. And as he's telling
me this story, to prove a specific point about
marketing strategy, he brings up Spotify and
their struggle to get into Pakistan and India
and their one rupee launch that still struggled
and the reason why people buy based on emotions
instead of based on logic. Well, he's telling
me that. I'm literally typing in ChatGPT as he's
telling me that to asking ChatGPT for the proof
of the story, whether it's legitimate or not,
whether there's other variables that have to
do with it. And it gave us a deeper conversation
about, okay, well, there's some elements of truth
to that. There's also some other variables that
exist. And so here I am with my hidden influencer
that you're talking about. So you're like iteration
2 .0 of Ken Blanchard. And I don't want to ruin
Ken Blanchard's still alive. He's 86 years old
right now. All of you listening to Visionaries,
you can go to this book, Raving Fans. You can
go to the source, Ken Blanchard, and talk to
him too. You can go to Andy Halko. You can read
his books. If this type of stuff resonates with
you, as visionaries, lean in to recruit such
leaders to help you build your vision. That's
what I do, and I'm going to be talking to Andy
a lot more. I'm like, okay, I don't have the
ability to look at everything all at once all
the time. I need great leaders by my side in
order to continue to build and expand my vision.
So we'll definitely try to get Andy back on as
soon as possible so we can dive deeper into this.
Because when you're launching a vision that's
meant to scale, it is, as he said, it is really,
really hard to stay focused on who is a customer,
what do they need, how do we build what they
need right now for them. I am of the mindset
that it is far better to build broad. and to
get investors to do so. The challenge is if your
investment is running low, you need to be able
to uptick conversions pretty quickly. And that's
where what Jake Larson at Video Power does. And
that's where Andy Halco comes into play where
it's like, okay, this can create a surge of revenue
quite fast when you're able to hit on the head
who it is you need to talk to and what it is
you need to influence them to do and create an
irresistible offer. And so there's a very important
balance to both broad branding and direct conversions
and getting people to move forward. And visionaries,
I think most of you know that. Those of you who
don't, Well, you're welcome. I'm grateful that
you can get this from us. And again, feel free
to subscribe, like the show. Again, look up Andy
Halco. Go check out Insivia. And Buyer Twin,
go check out the books that he talked about as
well. We'll bring him back on. We'll dive into
more resources. And thank you guys all for being
here today. Andy, I'll give you the last word.
Anything you want to share with the audience
before we shut down? No, I think if you're out
there trying to grow a company, just stay obsessed
about that buyer. And then, you know, now...
With my second book, The Omniscient Buyer, buyers
are now AI -influenced. So completely changed
the way you market and sell. The buyer has changed
completely. I love that. What a great seed. I'm
absolutely going to go check that out as well
and see how that can influence me with helping
my audience. This obsession we're talking about,
my hope for all of you, too, is that you realize
that there's a synonym there. Obsession can also
be synonymously used harmoniously with love.
Love your buyers. Serve them well. Help them.
And we'll see you in the next episode. Take care,
everybody. Thank you for being here today. I'm
really happy that you tuned in to Vision Pros
Live. I'm looking forward to seeing your reactions
as these episodes continue to move forward. This
is going to get more and more fun. We'll have
more and more engagement as well. We'll invite
people to participate in the show. And thank
you for giving us your time and attention. Have
an excellent time building out your vision and
becoming a vision pro yourself.