106: Make the Mechanism Message with Jim Padilla

20
Apr

Jim Padilla is the founder and CEO of Gain the Edge, a sales service firm that provides business owners with top-notch sales teams, live events, and hands-free sales processes and systems. We talk about the Rainmaker Sales System, the role of emotions in buying decisions, and how to improve your control over the sales process.

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Make the Mechanism Message with Jim Padilla

Our guest is Jim Padilla, founder and CEO of Gain the Edge, a sales service firm that provides you with top-notch sales teams, live events, and a hands-free sales process and system. Jim, welcome to the show.

Thanks so much for having me, Steve. Glad to be here.

Great to have you here. And I’m curious to learn about your entrepreneurial journey. How did your career take you to running a sales services firm?

Well, you know, it started with me having a bit of a rough childhood. And, you know, I grew up in an abusive environment. So I ended up in foster care when I was very young. And then on the streets at 16 and in jail by 19. And you can imagine all the skills you learn in the first 20 years of life when you have to read the room and recognize how to bend the will of everybody your direction so that you could stay alive. And little did I know that 20 years later, I’d be making millions of dollars teaching other people how to read the room and influence people into your direction so that they see you as an asset and not as a threat.

So, you know, one thing led to another and it became, you know, sales training was a space, but then we got invited to provide, be a sales team, sales solution for a big, you know, up and coming rock star in the coaching industry, Bill Barron at the time, where he wanted, he didn’t want us to train his team, he wanted us to be the team. And so we stepped in to do a million dollar launch with him. And all of a sudden, two weeks later, a line was at the door.

When we had people come into us for the next two years, we did nothing but live events and launches where we were providing the strategy, providing the sales teams and making it go. And then people wanted us to stick around between launches and sell for them all year long. So then all of our systems and strategies and processes lent itself towards building sales teams, building sales systems. And, you know, eight years later, here we are as a, you know, most loved and well-respected go-to solution for sales teams.

So what is the difference between selling in a launch and just selling between launches in general?

There are two different animals. Selling during a launch or an event, there’s a defined journey. Whether it’s a three days, seven days, 21 days, there’s a beginning, a middle and an end. There’s a high volume of activity, big increases, like a red carpet activity. There’s stuff going on and everybody’s, there’s increased emails, increased activities, increased communication, a lot of energy. Everybody starts and stops at the same time.

And so sales, you just have to navigate the gaps and create that and continue the conversation versus an evergreen environment where you have to create all of the activity. You have to create the excitement. It’s ongoing every day. Things aren’t changing. So you have to create the level of energy. You have to create a beginning, a middle, and an end for the client in that journey, as well as for the team in that journey, so that there’s some energy and a clear finish line to get across.

It’s almost like sales through remote control, where you don’t actually are in control, you’re hoping that you are in control, but you don’t exactly see what’s happening in the distance, whether the you know, how hot the sales prospect is, how engaged they are with wanting to buy what you have, or do you have some control over that?

Well, you do you have a lot more control than you think. Number one, if you have a really powerful process that leads people predictably towards an intersection of making a great decision, then you’re really narrating that entire journey. And so the better the offer is, the more well refined your avatar is, and the more well curated the prospect journey is, then you’re not necessarily controlling the process, but you are absolutely enhancing the environment to lead to the most ideal outcome. And at the end of the day, you just want them to make a great decision, whether they decide to stay in the struggle that they’re in or they decide to stay or to take on a new path by solving the problem. Either way, you want to make it create the environment that leads to them making a great decision.

I love that. I love that. So, Jim, you develop a blueprint for sales people, which you call the Rainmaker sales system. So my question is, what prompted you to come up with this system and how does it work? What does it do for for for you or for salespeople in general?

Well, it’s interesting because we’ve been doing this for years, but I recently named it that because somebody wanted me to do a talk to their event and they said, talk about how to hire Rainmakers. And I said, well, that’s interesting because we don’t hire rainmakers. We hire level 10 humans who are level 7 salespeople as a target. And then we create a system that produces rainmakers. And so we decided let’s name this the Rainmaker Sales System. And so what it is, is basically creating all the things I was just talking about.

You create a system that delivers a well-enriched, well-seasoned, well-positioned prospect who is looking for what you sell, and you package an offer that is a can’t-lose offer so that a good salesperson can sell it. You don’t need a rock star to sell it. So the system itself becomes the rainmaker so that your sales team can just serve, right? Because if you don’t have all that, then you need rock stars. You need rainmakers. And they’re not as easy to come by, right? We don’t want you, the founder, to have to do all the selling.

So we want to replicate you or remove you from the process. So the system itself is what creates that. And you know, there’s just six steps to it, really simple. But when you have something, you need something to sell, someone to serve, something to say, right? Something to solve, somewhere to go and something to stand for, right? And something to sell is a compelling offer. Not a good offer, not an okay offer. Your solution is probably world-class. The way you package it sucks, right? That’s just those people in general. So give it a compelling offer.

Make sure it’s irresistible and can’t lose, right? Someone to serve, you need a very well-focused avatar who has a bleeding neck problem. If they don’t have a bleeding neck problem, that means they’re not ready to buy, which means you have to now convince them more that they want to buy or that they have a problem we’re solving. Something to say, you need to help them create it. You need to create a great core story that your sales team can step into and sell. What’s the journey that they’re on? What is the thing that everybody in your ideal avatar is struggling with? And then of course the bleeding neck problem piece.

Again, you have to make sure the problem is something that is urgent and needs to be solved. A curated prospect journey, which is something that step-by-step leads them towards saying, wow, I’m going in the right direction, this makes sense. Every time they open an email or click on something, it should make them feel like I’m in the right place. And then a mission, right? What great mission, you need to give them something to stand for. What are your sales team, can they stand up and say, yes, we help people become bulletproof.

We help people lose weight and get the body that they had when they were in high school. Or like for us, we help, you know, we create a business that’s designed to make revenue in any economy, right? We’re, that’s a fight, that’s a mission, that’s a battlefield that our sales team is on, our whole company is on. And when you’re in that, you enroll people into that journey, right? So that’s, you put all those together and you’ve got a Rainmaker sales system.

That’s fascinating. So a Rainmaker sales system, does it work in any industry or there are specific industries that lend themselves for emotional appeals that really are suited for that?

You know, that’s a really, really astute point. Even if you’re selling paperclips and widgets, at some point people buy things because it solves a problem and delivers something to them. Because the part of our brain that makes decisions doesn’t process logic. It only processes emotion. When somebody gets onto a website to push a button, even on an e-commerce product, something inside of them is feeling better about the decision that they made. Their life’s going to be easier. They’re going to make more money. Their wife’s going to be happier. They’re going to be healthier. Something is going to happen. So you’re still embedding that in the journey. There just may not be a, you know, there maybe there’s not a conversation that has, right? So maybe the story and the journey itself is the conversation, but it exists as a short answer. It exists in every area everything you sell.

So it doesn’t have to be health related or relationship or money because I read it somewhere that these are the three areas where which really drive people and you you need to look for a connection to one of the three or multiple of the three. So that’s not necessarily the case.

No, it’s important for all of it. Like I said, you have to understand what is the emotional reason that detail people like details? You know, because too many times you hear, well, this is a detail buyer. This person likes facts and figures. Yeah, but they only like facts and figures because it makes them feel confident. It makes them feel all warm and fuzzy on the inside. So your job is to help them get to that warm and fuzzy because that’s what’s going to trigger the signal to make them say Yes, I want this. So there’s always a feeling involved.

What is the emotional reason that people buy? It's about making them feel better about the decision. Click To Tweet

So you have to push certain buttons so that they get in there and the story has to resonate with them so that they see they they can relate to that story They can relate to the emotional triggers and then you can lead them down the road to the past.

You know, and it could be anything, because you’ve got to decide as the company, is the problem that they’re solving the bigger emotional trigger for them? Or is it that you have such a great brand that they want to be part of your brand, right? So maybe like Harley Davidson, you know, it’s a motorcycle, it’s a product, it’s an engine, it’s a widget, it’s parts, but it’s an emotional decision because you get to be part of something. You get to be one that has the wings.

You get, you know, there’s people who have Harley Davidson tattoos because they like to be part of the movement. I’m free, I’m limitless. I have, you can’t control me, whatever the brand stands for, right? So even though it’s a thing, it still has an emotional attachment to it. So you decide what’s the emotional attachment. Is it I get to be part of this movement? I get to be part of, I get to buy this iPhone and be part of that movement, even if it’s not the most incredible product. Maybe it’s not the most superior product, but they do a good job of making you feel like you’re superior when you have it.

Yeah, because you’re different because you buy an iPhone.

Yep.

Or at least you think different, right?

Perception of value is everything.

I love that. So, Jim, you talk about this concept that the mechanism is the message. So is what you’re describing, the different steps, is this the mechanism that has become the message? What do you mean by the mechanism is the message?

Well, we’ve kind of been touching on that. The mechanism is what are you using as a conversion tool? Are you using a funnel? Are you running a live event? Are you doing a red carpet experience? The thing that you’re doing, you’re, again, you’re appealing to people’s buyer fingerprints and everybody likes to buy a certain way. Some people love to click. Some people love a handshake. Some people, you know, get really excited about being included in something like, you know, everybody here, I’m sure you know, at least one person that every time the new technology product comes out, they will weigh out overnight in line just so they can be one of the first 500 people who bought it, even if it wasn’t any good.

They just want to know. That’s their buyer fingerprint. They want to be part of the movement. They want to be part of the person that says, yes, I’m special, I got one, right? So the mechanism that you’re using to convert is the message that you’re delivering to those people. Right, so however you, whatever buyer fingerprint, and it could be as simple as you’re somebody who does live events like we do 100 live events a year for our clients we do a lot of live events well where would you go where would be the most logical place to go find live event clients at a live event right they have a buyer fingerprint they’ve already told you by their actions that they like to go to live events to get experience so why why would you know not that you can’t find them online, but the first place you should be finding them is at other events, right?

So promote to other event people who are running events for people who want to show up to your event. And then the mechanism becomes the message. So the event is your conversion mechanism. The message is come and be part of our community. Come and be the first one to learn, be the first one to buy our new product this year, right? So you’re using the event, the mechanism as the message to communicate to them as to why they should be part of it and what will make them want to buy it.

So basically they are enjoying a certain experience and then turn that experience into a sales attraction vehicle is what you say?

Yeah, exactly. They like events, then sell them through events, create an event that they get a flock to and then use it to sell the product or service to them. Yep. And they will tell you by their actions, the things they buy, the way that they buy them, the mechanism they use to buy them, you know, I’m a sucker for a great online deal. I love this. I love clicking stuff. I love Amazon for that reason. I go on and I click and I buy and I’m, you know, it just, it makes me feel good to know that I can get the thing I want when I want it at a super inconvenient mechanism, right?

So I don’t know if that’s my favorite way to buy. I love face-to-face, you know, I like, I don’t mind going to a car dealership and having a car guy sell me because I like the experience, I like the connection, the mechanism, right? So they don’t want to just message me to come to get the car, because I can get the car a number of different ways. But if they messaged me, come on down to the dealership, we’re giving away cider and hanging out, and you get to pick, you get to test drive the vehicle of your choice or they’re selling me the mechanism that I like to buy from.

So let’s say if I was to target small to medium-sized businessowners, that I would have to research the kind of things that these people like to do and use one of those as a mechanism. So if they like to play golf, that I would use a golf event, for example, as a mechanism to attract them to my service?

If it fits for the audience that you serve, yeah. Like you gotta know your audience. Like we serve a lot of transformational leaders in our business. A lot of transformational leaders aren’t necessarily into golf and sports. Now they would be into outdoor hiking and climbing and things of that nature. But when we focus on more corporate clients, much more of a golf-centric type client. So what is the mechanism? What is the way that they like to buy? That’s a big piece of the mechanism. What is it that you’re, the thing you’re selling, what is it most likely, what kind of environment can you induce in creating that?

Like we have a client who’s a print company, and they have millions of dollars that they generate every single month from visitors to their website. What they haven’t mastered is how do you keep people coming back to buy a second time? So they’ve mastered getting the mechanism of getting people in to click and buy. What we are now adding is a new mechanism of building a relationship to give them greater services over longer periods of time by building that relationship, right? But that mechanism that we’re doing it is to create a relationship with those people so that they understand the value of the relationship with the company.

Okay, that makes sense. And these people probably are open to that because they like to maybe have relationships with other people and communicate in person or however, and then you’re tapping into that. But if it was maybe accountants or software programmers, they may not want to go to an event or have a regular call with a relationship person.

Yeah, yeah, that’s always interesting. That’s a different kind of person and you got it. What is the mechanism that matters to them? If they know that I can put this amount of time in and get this amount of outcome, I’m interested in that, whatever that mechanism might be. So you don’t focus on the event, which is something they may not like, but you focus on the leverage of the activity. So then now the mechanism of leveraging their time, effort and energy becomes the message. How can we in three days time, we can give you a year’s worth of outcome. Now all of a sudden an event can be interesting to that person because the mechanism for them is the leverage, not necessarily the event. All right, so that’s why the mechanism, you have to message the mechanism, the levers of the mechanism.

So you don't focus on the event, you focus on the leverage of the activity. So then now the mechanism of leveraging time, effort and energy becomes the message. Click To Tweet

So that’s great food for thought. What kind of mechanisms could there be for my target markets, whatever it is. So let’s switch gears here and talk a little bit about scaling a business. So let’s say you’ve got your Rainmaker sales system and you found the right mechanism and you are delivering the story through that mechanism and you are attracting emotionally triggering your prospects. They want to be part of the journey that you are painting. Now, that’s great. So what is the problem with scaling? So if I can do this thing, then I supposedly can do it as many times as I want, and then I can scale or are the challenging with that? Or is this something that people cannot do themselves?

Well, the biggest challenge with scaling a business is number one, first and foremost, the word has some connotations to it right now that seem to be not so positive. People throw negative images at the word scaling, like, well, it’s all about greed and money. And it’s like, no, it’s not about it. It’s about getting greater return for the effort that you’re putting out. It takes just as much effort to build a six-figure business as it does to build a seven-figure business. And I’m sure you know, it takes just as much time, effort, and energy to make a $10,000 offer as it does to make a $100,000 offer. So it’s got nothing to do with greed.

Scaling is not about greed; it's about making wiser choices with the same level of activity. Click To Tweet

It’s about making wiser choices with the same level of activity that you’re already putting out. And the thing to keep really in mind, I want to share this with your people, Steve. My wife and I got caught with our pants down, let’s just say in 2008. We were very caught up in the moment and we weren’t preparing for the future. And I was doing a lot of transactions in my business that weren’t ideal, but they were very profitable. And then when things flipped, because we weren’t taking great care of people, we’re putting people in the loans that they shouldn’t have been.

When rates went crazy and things went bad, we didn’t have a loyal following. So we were out of business as a mortgage company. And so we were not able to take advantage of all the opportunities. 2008, we filed bankruptcy, foreclosed on three homes. We lost everything. And I swear I’ll never let that happen again. So we always want to be very, very cautious on making sure that we are poised and positioned, profitable in terms of resources, and very, very bulletproof in our sales process and our positioning, so that next time an opportunity comes, we are prepared for it.

And if you’re listening to this podcast, that means you’re existing and thriving in business or hoping to. And we had just come through a two year weird time. And most of the people in your audience are fearful, scared, they’re doubtful, they’re anxious, they don’t know what to do. They’re very nervous about parting with their money and making decisions, especially as inflation is rising and gas prices are rising and all of these other things. And you must be aware of that stuff when you’re marketing. You must be aware of that stuff when you’re targeting. You have to talk to people more. You have to speak more clearly. You have to be more compelling. You have to be more understanding.

You used to have to touch them seven to 12 times to get a sale. Now you got to touch them 18 to 20 times to get a sale. And if you’re not the person who’s going to do it, just know for certain somebody like me and my company will. And so we’ll be taking those clients from you, not because we’re better, just simply because we’re there and we’re more consistent and you have to be able to show up that way. So you’ve got to do whatever’s necessary to make people feel from you the level of value that you bring, the amount of care that you have, the amount of concern that you have for your future and the amount of confidence that you have in being able to lead them to their solution because even though the economy might be hurting, they still have the problem that they need to solve, they’re just much more scared or reticent before they invest. So you got to do what’s necessary and scaling is part of that equation.

You have to be able to have more volume because you may have to be able to sell more products at smaller prices for a season. You may need to, in order to touch people more often, like our sales team, they got to call people three, five, seven, nine times now. And that wasn’t the case before. Now, before it was two or three, right? And that’s all, it all costs money. Everything you’re doing costs. So, you need to be prepared to build more resources and revenue so that you have, you have all the necessary jet fuel to drive your business so that you can be front and center for your clients and for all the people that you serve.

Okay. Skilling’s a must. So how does one do that?

Great question, right? That’s the million dollar question. The first thing that you need to be very well aware of is that you have to, everything you’re doing right now, just plan a minimum, map it out and plan to do double. If you were gonna do two webinars, do four. If you were gonna do one email a day, do two. If you’re gonna do five emails a week, do 10, right? Just start doing more. You have to be able to show people that you’re consistent. Here’s the three things that we have determined in the last two years with COVID and all of that. You need to deliver more love, loyalty, and lift. Love, you gotta show people that you care about them.

Start by doubling your efforts. If you were planning two webinars, do four. If you were sending one email a day, send two. If you were sending five emails a week, send ten. Just do more. Click To Tweet

Loyalty, you gotta say that, hey, look, I told you I was gonna be here, I’m still here. I told you I was gonna send you that resource, I sent it. I told you I was doing that webinar next Thursday, I showed up on Thursday, right? And then lift, love, loyalty, and lift. Lift is, it is your job to bring them up. It is your job to whatever resources you can provide for them are actually going to solve problems for them and bring them about. Give them your best stuff for free and they will buy more. Be, give them your best stuff. Show them in your marketing and in your messaging that you can solve their problems. Cause then that will give them, that will instill in them love, loyalty and lift and they will make them stick around longer and want to buy morefrom you.

That’s awesome. Well, thank you. Thank you for that. So the Rainmaker sales system is a way to essentially tick all the boxes. So somebody to sell, something to sell, somebody to serve, something to say, something to solve. I’m probably missing something, the mission.

Somewhere to go and something to stand for.

Yeah, that’s right. So you need to have these steps, you need to follow these steps. You need to appeal emotionally to the customer. You have to find the mechanism that your prospect wants to have as a journey and use that mechanism to appear to them. And then you have to scale your business. You have to run faster and work harder and be more consistent is what I’m hearing from you because of the recession or because of the noise or because of the pandemic. I don’t know why, but I get it. You have to be more intense. So if people would like to learn more about how you can help them to create that intensity or to master the Rainmaker sales system, where do they go?

Yeah, I actually have a gift I would give you. It’s a tool that will help you walk you through each of these six components that you can have that set up for you. If you want to go to my personal website at jimp360.com, j-i-m-p, jimp360.com. It is my personal website. You can access me on all of my social medias. There’s videos about me. There’s, you find out how to work with us. You find out how to work for us, all of that. But don’t do all that right now. Right now, just go there at the top of that button. On top, there’s a button that says contact. Click the contact and at the top of it, there’s a text button.

Shoot me a text, give me your name, your full name and your email and say Rainmaker and we will send you the tool. I will text you the tool, the resource for working through your six steps of the Rainmaker sales system. And the reason that I’m offering you this is because I’m trying to build a relationship with you. I’m trying to demonstrate to you what I want you to do for your people. You’ll be able to reach me, be able to answer any questions for you, and we’ll send you this Rainmaker sales system tool to create that. But check me out there, JimP360, all of my resources in one spot.

Fantastic. Okay, so check it out, jimp360.com. Jim, thank you for sharing the Rainmaker sales system and the mechanism is the message. That’s a really interesting concept and thanks for coming on the show. And for those of you listening, stay tuned. Next week, I’ll have another exciting entrepreneur coming and share their management blueprint with you.

 

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