The Secret to Success Across Every Business with Jack Delosa

your success in all these different Industries and like I was reading the bio I think you have like biot Tech Finance you you've touched real estate Aviation it's it's very diverse and so I'd be curious to know what is that thing that you have or that you do or a skill that you've worked on that makes it that it's so transferable across these industries and brings success that's a very good question I think that we over complicate business right the the the way I think about business is kind of founded upon a couple of fundamental

axioms if you like the first one is is that every business operates in a resource constrained environment and so when you're talking or thinking about strategy in any business of any size what we're really talking about is how do I allocate limited resources against unlimited options right and so I view every single decision in bu business as an investment decision if if I'm going to spend half an hour on a task that's an investment if I'm going to build out a team that's an investment if I'm saying to my team we're going in this particular

direction that's an investment and so what do we look for in any investment decisions is asymmetry which is how do I put in the least amount of input for the most amount of output and so in any given business the areas where you were going to find the biggest gains and the biggest kind of unlocks of the course poor constraints is in what I call the fundamentals or the basics right and so when I'm coming into a business whether it's a business that we're buying whether it's a business that I'm coming in to grow whether

it's a business that we're trying to help sell whatever whatever the immediate objectives are it is always coming I always start with one thing which is customer journey in every single business doesn't matter whether you are a uh growth agency like we are here in Australia or um mind Valley or ax every single business in the world has a finite customer journey and for most small to mediumsized businesses probably between 6 to 12 steps like you know you you generate content you push content into landing pages landing pages into maybe a lead magnet a lead

magnet into a phone call or phone call into uh some sort of a service delivering that service over period of time retaining or continuing that client or moving them on to be be an advocate of of of the business poster engagement but in most businesses there's like six to 12 steps and so to come back to your question how I've manage to be predictably successful across different Industries is I always make it about the fundamentals I always make it about the basics and there is only one God in business and that is customer and so

if you can look at what what is your customer journey and how do I optimize each stages of those customer journey and what what's going to be most important most impactful and prioritize those stages then that is how we build successful businesses and I know that sounds probably like a really underwhelming answer because we're living in an age where everyone wants the shiny thing and the new thing and the fancy thing and to be honest Jason that's where I'm sure you're all the same that's where I see so many business owners trip themselves up that's

what we try and train people out of it's like great companies are great because they do the basics well at scale and so how do we come back to Common Sense how do we come back to the basics how do we find those key initiatives that are going to give us that asymmetry to push the business forward in the most meaningful way you know that's that's the refreshing and I know it's not sexy but it's it's the real right and it's so it's so funny because one of the clients I was working with you know

I came in and I noticed that they were basically vulnerable because the basics weren't down toates of the next shiny that Sol all of their financial problems in the bus would be like oh but this this new chatbot or Ai and and then and then like oh take the money and you know make this problem go away I had the most boring time with the organization cuz it was like let's clean the books let's look at the initial email sequence and like I was like God damn yeah let's look at the messaging on the landing

pages and let's look at the strength of the messaging through the sales process and how quickly when a league comes in how quickly are we addressing them and contacting them like it's it's all the basic fundamentals that it would be awesome if we could just skirt around them and go to something fancy as a silver bullet unfortunately that that doesn't grow businesses okay so I'm I'm sure and you don't need to reveal specifics because this might be embarrassing but I'd be curious about any of the companies you've work with or maybe some company you invested

in where you looked at that company journey and you were like oh like is like a typical loose wheel on the wagon when you look at a customer service or customer journey and like every time you see it you're like God they don't even have that piece dude the most universal one that operates as the biggest constraint in the vast majority of businesses and has the most amount of asymmetry is focusing on sales my man and and and and dude it like it like so much so you know the entage where a business growth a

agency so we do everything from you know we've got a digital marketing agency we've got a sales agency we do coaching uh I just built and sold an accounting business prior to that we built and sold a larger Consulting business that that you know consult into larger businesses um and more often than not I'm honing my team in and clients in to look at marketing and sales because you know most of our clients have a good product most of our clients have a great product or service actually and however they're the world's best kept secret

and so we spoke before about that asymmetry piece right the reason why sales is so incredibly powerful for business owners to come into and to to analyze and to improve because if we can take your sales conversions from let's say 20% to 40% then we're not spending any more money on marketing we're not having any more conversations we're not exerting any more work and what might sound like an insignificant 20% increase in sales conversion if all of their other metrics hold which they should you just doubled the revenue of the business if you take the

conversions from 20% to 40% and all that's required often to do that as you know better than anybody is improving the quality of the communication the quality of the questions the the quality of the offer the quality of how we're presenting it um the quality of how we're engaging people on the front end and you can and you can have significant uh increases in sales conversions and so the other thing with a lot of small to mediumsized businesses is that we carry a you know most of us carry a fixed cost base and so when

you can help somebody double or triple the sales conversions you double their revenue you often more than double their profit because their costs don't need to increase at the same rate that their new revenue does there's not a kind of onetoone relationship around it and so um sales is often the greatest constraint constraining the next stage of growth and it's often the most um what would you call it like impactful unlock to unlock the next the next scale of Revenue and profitability well you're speaking on selling with love podcast so I'm definitely not going to

object on any of that but I'll say this the majority of people who do listen to this show have this natural sales reluctance and I think I've worked over I think we're closed to 500 episodes that we've done with various angles to tackle that psychology and see like hey sales is not a demon it's a great thing it's the fundamental of every transaction we have between humans has been what the the key to unlocking all the abundance and and amazingness we have today I mean that's that's my thesis but what sometimes is not as spoken

about on the show is understanding that oh my God like a 20% to 40% for some might be a mental possibility block like can that really be done and if you're if you're going to be on this conversation and someone's listening to and be like I'm down okay well what would be some of the maybe fa Paws that I could be doing in my current customer Journey that would make it so that I'm just throwing money away yeah that's a big big question and and a big answer and so I I usually start with um

the fundamental principle is what drives all human decision- making and you know people watching and listening to this podcast are probably familiar with left and right brain thinking left brain thinking being logic and right brain thinking being emotion so here at the onour we call the left brain the red brain why do we call it the red brain what do you do when you get to a red light you stop what color is the stop sign it's red red and so when we have logical conversations and when our Prospect Is Anchored in their red brain

it causes them to stop pause look for danger and Retreat right now whenever you have a conversation about your product about your service about the terms about the timeline about the contracts about the paperwork about any any of the rational inclusions or the features we're having redrain conversations and a prospect anchored in their redb brain increase the rate at which they procrastinate so they will wait longer they will look for danger and they will ultimately look to retreat the problem with red brain is that it becomes our comfort zone because as business owners or salespeople

or marketers what do we think about all day unfortunately the answer isn't the customer what we think about all day is our product or service and so we come into any sales conversations talking about what we're comfortable talking about which is the product or the service on the other hand you've got the right brain which is known for emotion and so we call this green brain why because when you get to a green light what do you do you floor it often you often you might drive through a green light get to the other side

and go oh my God was that like green because you weren't even conscious of the fact you weren't looking for danger you just wanted to proceed and so whenever you're whenever you're able to help a prospect to be anchored in their green brain in their right brain they will make better faster decisions and how do you do that you do that by understanding that within green brain there are fundamentally two driving forces that drive all human decision making the first is the desire to move away from Pain and the second is the desire to move

towards pleasure and so we call these buying motivators what are the buying motivators of your prospects and so the away froms are what are their challenges what are their uh problems what are their frustrations what are their fears what are they do not want and then the towards motiv ators the pleasure is if if the away from motivator is my current undesired reality the toward motivator is what is my future desired reality if the away from motiv motivator is my what are my challenges and what are my problems the to motivator is what are my

goals and what am I want what are my dreams what are my hopes um what am I do want right and so when you can start to communicate absolutely everything about your product or service through that lens of from to where are you leading me from what pain are you helping me to avoid where are you leading me to what pleasure are you helping me to attain then your product or service you're no longer having a one-dimensional conversation about your product or service you're only talking about your product or service in the context of where

you're leading me from and where you're leading me to so your product or service just becomes a conduit to solving the customer's problems and helping the customer achieve their goals now that might sound like a uh pretty fundamental shift and it is but if I was to order the websites and the sales conversations of a lot of people listening right now what we would find is one-dimensional red brain conversations about their product or service and it would be devoid of green brain and so what we need to understand is people buy emotionally and justify logically

and so the more we can integrate green brain communication around the red brain stuff because you do need red brain stuff people need to know the basics of they need the logistics right what am I buying how much is it when am I getting it right so it's not about red brain isn't the enemy it's just that we're red braining ourselves out of sales because we're having one-dimensional conversations that are completely rational and the green brain isn't activated if you could like we've had we've had Ecom businesses that we've taught that principle too and you

know we teach it over a day but they go home that night they there's one brand I'm thinking of a brand called style Runner here in Australia they sell um like really cool athletica clothes online that and this is 8 years ago now they went home and they optimized 500 landing pages as a to to we we taught them green brain sandwich which is if you've got like if you're trying to communicate a product in their instance selling clothes online you know you've got like half a paragraph so you've got like three sentences and so

in that instance what we suggest people do is they start with a green brain sentence something that speaks to the problem or something emotive or something cozy about this particular garment then give me the rational then give me the green brain they went home they green brained 500 landing pages within a week their revenue had increased 500% and when I talk you about red brain green brain honestly most of my brain is thinking about service based businesses conversational based sales processes and so using an Ecom example Probably sounds a bit left of field but it

it just goes to show that people are people are people and and to to come back to your question what is the one thing that we see um prevents people from increasing sales conversions is they're having onedimensional conversations about their product rather than having an emotional conversation about their Prospect damn we're on a master class here guys like you know it's it's it's I love this I've never heard it spoken in this in this fashion the red brain and the green brain concept I've never used that but it's such a good anchor to remember it

and God Jack I forget that myself like yeah I'm Jason selling with love guy like I've I've fallen into that red brain trap and I I know the results it brings it sucks it's it's like I kick you know what happens when I go red brain on my say like I'm writing sales copy or I'm on a phone call and I'm talking with this red brain language cuz it's almost like I'm so into it that to me it's obvious so I'm just giving you the logistical details and then I'm almost like there's a part of

me that's like sometimes I lose hope in people to be able to make smart decisions cuz I assume that they know what I know with the assumptions that I have and then I'm like a crap I need to stop that I need to go back to understanding like human emotional I need to speak green and that needs kind of a constant effort to bring back to doesn't it absolutely absolutely but man what you just said is so pertinent which is um it's it's easier to speak in red brain it's easier to default to that and

the reason is is we assume every business owner watching this right now every salesperson or marketer obsesses so much about the product or service that they that they're um trying to get in front of people that we assume I tell you about the product the prospect is going to be able to extrapolate that to the problems it solves and the goals or the outcomes that helps them achieve and they can't and they don't and even if they could they still probably wouldn't because they're busy and they're not thinking about you as much as you are

you know what I mean and and so and so we forget and so it's that whole you know I went into a tech business recently hugely successful business um sometimes companies come along and they off me a lot of money to come in and build their sales process from the ground up which often I'm reluctant to do but sometimes I agree in this instance I I I agreed and um the the product that this tech company has is the best product in the world they're basically out of Australia but they've got the best product in

the world endorsed by like Saria from Microsoft and all sorts of huge names from around the world the problem that we're talking about is more prolific in any business that's that's technical technically leaning because because you got a technical founder with a technical team and all they what consumes most of their mind is the technicalities of the product or the service accountants are also notoriously bad at what we're talking about lawyers are also notoriously bad at what what we're talking about why because they live in a redrain world and that's what they're brilliant at that's

what their gift is and they build incredible products doing it but then when it comes to taking it to the world if we can humanize it and we can go okay that's great about all of th that technical jargon and all of that do you understand your prospect understands nothing that you just said to me yep okay cool so now let's put it in human language so that we can Bridge it from from your heart and your business Into the Heart of the prospect I know you're a uh you're a huge proponent of going deeper

into understanding consumer psychology as a skill set to help you navigate this and often times for someone that doesn't have like say a engineering background doctor account like those hard skills it's almost like oh yeah I can have my little plaque and I know that I'm good at that um skill set and it's almost like the the consumer psychology or understanding human psychology is almost in itself very harder to be tangible about that I often forget that it's a learned skill it's something that you can develop uh and its application makes positive ripples in the

business like crazy and i' be curious to know about your approach on how you study that and what are things that people could do to get better in that and why it's so important to get better at that dude that's such a that's such a big point and it's such a good point Warren Buffett said this he said the most valuable course he ever took and this is Warren Buffett right one of the most successful investors that has ever lived one of the most valuable courses he ever talk was How to Win Friends and Influence

People by Dale Carnegie because it taught him how to communicate you know and and he's he's an investment guy and that's that's the most powerful course that he's ever taken and so the the the point that you just raised Jay is such a good one because the the thing that prevents people from becoming better at Understanding Psychology better at communication which all marketing entails is is communication the thing that prevents them from doing that is we have this kind of misconception in our culture that sales is like the black magic it's the gift of the

gab you've either got it or you don't and and it couldn't be further from the TR give me a trained Communicator any day of the week over gift of the gab guy because gift of the gab guy or girl is going to be up one month down the next month up one month and you never know why you never know how and you never know what you're going to get people like you and I who speak on the biggest stages in the world like you know I I I do some form of presenting whether it's

a podcast whether it's a training whether it's a coaching session whether it's a big stage probably every day and I could not do that anywhere near nearly consistent if if it was just if I was just you know if it was relying on Flow and being in the mood I'm a trained Communicator I'm a trained Communicator because from the age of six I've been reading books on psychology neural linguistic programming cognitive behavioral therapy you know my mom was a um uh NLP trainer and um you know I was I was listening to this this is

going to date us Jace um one minute manager Cass back when you know would have been like early teens one minute I think it was Ken Blanchard from memory but L the literal cassette that you put in and press play and you know and so um I I think I've probably always been someone that's had a deep empathy for other human beings but I have literally been training my understanding of myself and other human beings and how to bridge that Gap through effective communication for over 30 years at this point um and anybody who's watching

or listening to this podcast the more more technical expertise you have the more you will benefit from understanding and learning more about human psychology and communication I I have to point on one thing that I feel like you'll be able to to prevent anybody from falling into this potential Pitfall of going into that direction is I've you know I've I've mentioned that I have a lot of episodes on this show there's a lot of things we share around you know accepting sales tips on sales listening to this you you've shared a lot of stuff and

there is a part of the there is a part and I'll use me there's a part of me that can not absorb all this information and it's like it almost feels more comfortable just to absorb a little more information than actually go do the things that will move the needle and I'd be curious to know what are some of the methods you manage between taking in this information as opposed to applying the information yeah that's a that's a very good question [Music] um the thing is is that taking in more of information is is kind

of fun and it gives you a high and it gives you a buzz and you feel like you're progressing and so there's all these emotional rewards for learning to to such an extent where when most people today engage in education and they're really just engaging in entertainment and feeling good about it right whereas let's talk about implementation for a second like if if you are somebody like I was and like you were Jace where you know you're having overly redb brain conversations and now we want to think about okay how do we inject more green

bra into our conversation can you imagine that first conversation that you're going to have testing out green brain in fact I will give you I will give you an example of this I was 19 years of age I was going through a sales training with a particular company and they wanted me to ask a question the question was uh how do you feel about that and I was so used to not speaking in feeling language that when it came to ask somebody that question literally the words almost didn't come out of my mouth right it

like I I remember like by opening my mouth but the words not coming out right it was that it was that foreign to me to speak like that I had learned a lot of psychology stuff I'd learned a lot of personal development stuff management stuff but I hadn't yet integrated it into my um Linguistics yet and so uh if so imagine imagine that you're trying out having more more of a greenrain conversation for the first time and contrast what I'm about to say against all those euphoric feelings of learning that we just spoke about in

this first green band conversation what are you feeling you're feeling awkward you're probably feeling inadequate you're probably feeling silly you're probably thinking to yourself how the hell have I not done this by now I should be further you know that starts implementation is so uncomfortable and trying things for the first time second time third time fourth time fifth time is so uncomfortable that it takes a real presence to be able to go okay I want to implement this because I want to become the kind of person that can do this stuff and I recognize and

I accept that the first five TW 5 10 20 times that I do this I'm going to feel uncomfortable I'm going to feel awkward I'm going to feel um inadequate and I'm committed to doing it anyway but I think that's I think that's why to come back to your question jaay is learning more feeds the high and then when it comes to okay let's start doing now it's the opposite it it's really it's really confronting however to to know and not do is to not yet know and all of your gains in life all of

your gains in business do not come from your intentions or how much knowledge you have it all comes from what you do and so intentions should drive action knowledge should drive action but but any of the internal software stuff that doesn't translate to external action is not going to change your external reality it's not going to change your results in life and so all of the results come from dare I say it doing the hard things surprise right yeah damn it damn it and God every time I've had these moments where I'd have to make

that kind of like I just feel stupid man like and and that's I have to like message of the day embrace the stupid in you um yeah yeah no totally dude I spoke about that Tech business that I went into before like you like I'm not a technical person in any way shap or form and this is the thing is we all have places that where we skew where we have natural strengths and you know the areas that we're talking about is probably your my natural strength but when it comes to Tech stuff and like

the more redrain stuff I'm I'm aill literate with that kind of stuff right and so I I think I think this is the the other thing that's really important for people to understand and is quite cathartic when I kind of remind myself of it is we are all bad at a lot more than what we are good at and so so just recognizing that sort of gives you permission to suck at something for a little while while you get the Reps in to become better yeah yeah I I I'll confess a problem of mine Jack

which is I'm all right at a lot of stuff like I'm I'm all right like can I put together a landing page yeah I'm all right can I draft together an email yeah I'm all right you're an entrepreneur generally speaking what what how entrepreneurs are right is we're kind of generalists yeah but it gets me into trouble cuz sometimes like I get really excited about something that I should really not be doing and I I'm working with a team and like there's there's a part of me that gets to that emotional call it may maybe

this is the green brain I'm probably using this incorrectly but there's times like for example H I'm so tired of this damn software that's like not giving me what I need or implementing so I'm like I'm going to go find o new software let start up a trial account oh I can probably build something to get oh my God like four hours went down the drain and I have a tech person that her job is to find the platform and I just got I got swung away and that's like kind of a bit of the

shiny syndrome stuff but absolutely is that like it's almost like is there do I have permission to be like that but it's not what I want rather what are if you're finding that draw as an entrepreneur what are some of the Guard whes we should have in place so that we're not wasting time dude this is a brilliant question I was having this I I did a training with my team a few days ago on on pretty much exactly this which is which is to say this anything doing in life will often involve doing hard

things and the reason most people don't achieve their goals is because most people will live their life avoiding hard right and the reason for that is when the Mind comes up against something that's hard Andor by the way when the mind is fatigued right as human beings we're in a constant battle with fatigue and this isn't spoken about enough but it's either I'm coming up against something hard or I'm fatigued or I'm coming up against something hard and I'm fatigued which just doubles the problem when the human mind comes up against something that's hard or

that if it's fatigued what see what the human mind seeks to do is Retreat and almost disprove wherever it is you thought you were going it's like oh that's not going to work because it gives us permission to retreat back into what's familiar and what's comfortable and so I think just this realization that doing hard things is important we need to lean into hard and that's what prevents most people from achieving their goals and when I do I know for a fact that my mind because I'm a human with the head is going to seek

Retreat is going to try and prove the new way wrong is going to develop really convincing stories for why I should quit is going to give me really convincing stories for why I should go and Chase something else that's new and shiny and easier right I'm looking for off Rams as opposed to just sticking with the main Endeavor and so what I found in my own life and and my team have found is just having that realiz and being able to anticipate that your mind is going to do that then when it happens you're able

to not indulge it but you're able to go okay that's that thing again I'm doing something hard I'm looking for a treat that's completely normal and you just keep going because you understand the game man yeah no this is it this is it and honestly like there's such a comfort in going into doing that seeking because it's just like the learning part it's just you get to have the high without the do and so exactly he and then you do but it's not really do because most of those projects that I'll go on a side

tangent like I don't even end up deploying them I'll get to learn a little something which can help but it's definitely not the one thing as we talked about going back to the fundamentals which kind of brings this conversation full circles because we started talking about the customer Journey that is the fundamental thing that you can start working on and just paying attention to that like if you're walking away from this conversation with an action to take like go look at that customer Journey it is the most boring thing to look at but has the

most gold that's being left there and Jack I think pointed at a lot of the leverage points you can look at whether that's the marketing piece and particularly the sales piece and there's so much that we can do to see that Improvement go up significantly and I love what we talked about that whole Master Class you did talking us about the red brain and the green brain and realizing that we will default to the red our customers default to the red red is stop and if we want to go into the green we have to

consciously choose it pay attention to it and find it inside the customer journey and we can unlock Revenue potential across the board and just the exercise you gave in e-commerce God I could give you some examples cuz I worked in the Commerce Department of the Enterprise and there were so many assumptions that people care so much about everything you do that they should figure it out themselves they're all points of resistance and it's it's it's affecting and so God I love the chat we have I wanted to keep going but I do am I am

in a little bit of a time so I'm going to leave people wanting more and I'm going to ask you one more question Jack which is you're on the selling with love podcast so I have to ask you what does selling with love mean to you what I obsess about is how does the human brain make decisions and so you know I think in previous generations we spoke a lot about the Golden Rule treat people as you would like to be treated I operate by the Platinum rule treat others how they would like to be

treated how do I give this person information in the sequence and in the nature that their brain wants to receive it so they can make better faster decisions and particularly if you have a product or service that you know improves people's lives lives then you have a moral obligation to get out of your own way and stop letting ego affect the conversations that you're having or how you're showing up in the world to actually start training yourself in communication and sales so that you can better serve Jack I absolutely love it thank you so much

for coming on the show for those who are thirsty for more there's so much content and things that you can explore master classes on Jax's website we're going to put a link to the Entourage please go Dive In there's so much to offer there and ways that you can participate get mentored and so much more of course I've made a mention and we want to remind you that unprofessional and Unwritten bestsellers by Jack goes deepers into these Concepts we've touched a sliver of the wisdom that he shares deliberately on a lot of platform for both

free and paid services and it was such an honor to reconnect with you Jack it's been a while we need to stay in touch be sure to come visit when you come down to Bali all right I absolutely will bless poer brother thank you so much for having me thank you so much for listening to the selling with love podcast we have some previous episodes you can tune in right here and if you prefer the short form content where you get to the point in under 10 minutes we do have a ton of clips from

our best episodes that are being shared on this channel as well so pick which one supports you the most and of course thank you for liking subscribing and of course selling with love