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Archive Monthly Archives: February 2015

Lynn University, Dr. Andrew Burnstine; Sales, Fashion

TSE 115: Is The Role of The Retail Sales Professional Dead?

Lynn University, Dr. Andrew Burnstine; Sales, Fashion

Is the glamour of sales dead? Definitely not! And in today’s episode, my guest, Dr. Andrew Burnstine will explain to us why the glamour in sales is still very much alive.

Dr. Burnstine is an associate professor in the College of Business and Management at Lynn University at Boca Raton, Florida, where he teaches in areas of global marketing and principles of marketing. He also teaches a lot of fashion classes – evolution of fashion, fashion strategies, as well as some MBA courses in business leadership. He works with his students in many aspects of marketing, fashion, retail, giving them concepts, analysis and thoughts to have them think through these different areas and topics. These aspects help them become global leaders in business, marketing, fashion, management, e-commerce, entrepreneurship, and lastly, to equip them with tools they need to know and learn to be a successful leader in business today.

Also known as Dr. Fashion, Dr. Burnstine talks about his experience as a professor and being someone in business.

In this world of instant gratification, personal touch still matters a lot whether you’re a salesperson or an entrepreneur. You have to give that personal touch. At the end of the day, it’s all about giving your customers great real-life experiences.

Here are the highlights of my conversation with Dr. Burnstine:

Dr. Burnstine’s coolest sales experience when he was the customer at Chick-fil-A

Has the glamour of a sales professional died?

No. It depends on the model of the retailer. The retail model has been existence for almost 200 years now.

  • Experience
  • Loyalty
  • Long-lasting relationships

Ex. Nordstrom

Are students interested in selling?

Many students in fashion don’t want to work in retail but it’s part of their school’s curriculum.


  • Too lazy to get up early
  • Don’t want to work for somebody
  • Don’t like selling
  • No true understanding of what retail encompasses

What students want:

  • Jobs that pay the most
  • Getting into a fashion career immediately
  • They want things too fast being in the “now” generation
  • Instant access and gratification

What students need to understand:

  • The value of getting on the floor
  • Knowing and understanding your customers
  • Understanding the buying and marketing plan

How to deal with students today:

  • Using a different way of teaching them (ex. technology like Apple)
  • Newer, faster teaching
  • Giving students the things they need now in business, retailing, commerce, and education

How to create great customer experience:

  • Have a great relationship between seller and buyer
  • Sell yourself
  • Understand your customers:
    • Do your research
    • Put yourself in the other person’s mindset without losing WHO you are
    • Not looking for instant gratification at a one-time deal but long-time commitment
  • Ethics is critical
  • Be transparent

Current projects Lynn University is working on:

  • Entrepreneurship projects – students and faculty putting together marketing and business plans for products
  • Facilitating the learning of students
  • Study abroad

Best way to contact Dr. Burnstine:



Telling Stories in sales, The Sales Evangelist, Box Home Loans

TSE 114: Tell More Stories, Close More Business!

Telling Stories in sales, The Sales Evangelist, Box Home LoansI personally love stories just as much as the other person. I mean who doesn’t? Ever since we were kids we were taught by stories, entertained by them and learned how to communicate using them. How fitting is it then to utilize stories in sales to covey value and our messages? I’m here to attest to you today that stories are powerful and very, very effective.
During this episode I discuss stories, why they are so important and how to use them. I also shared an example of how improper use of stories can damage a great business opportunity.
Here are some of the major takeaways:
Why are stories so powerful and when to use them:
Stories can help to shape the minds of prospects to better understand your value and message more. You can talk features and benefits all day long, but when you tell a story people are able to use their imagination and visualize what you are saying in relation to them.
The more you can convey that story and call upon the other individual to use all of their senses, the more likely you will be to truly engage your audience and make a lasting impression on them.
But a stories doesn’t have to start off with “Once upon a time”. However, in order to make your story effective, relatable and engaging.
You should have some of the following elements.
-Drama (Challenge or problem)
-Villain (Someone or something causing the problem)
-Hero (You or the champion)
To have deep impact and to persuade your audience, use data (numbers) of your clients and translate that into a story. Identify the problem, how it’s hurting their organization and offer them a resolution (your product or service). This is a classic formula to story telling. Share with them an example of what one of your clients have done.
When you share stories prospects will : 
1. Find application to themselves because you brought it to their level of understanding.
2. Recognize the proof of concept because someone else has done it. (Roger Bannister Effect)
3. See you as more creditable because it sounds like you know what you are talking about/doing.
However, even though story telling is powerful, don’t tell too many. You can turn a great opportunity into a dead opportunity.
Apply these principles and tell me how it has helped you. I would love to hear from you. Feel free to come over to The Sales Evangelizers Facebook Group and join the discussion there. 
The Sales Evangelizers
Remember as always, “DO BIG THINGS”


Box Home Loan, Aaron Brown, The Sales Evangelist, Podcast

TSE 113: How Differentiating Ourselves Gave Us a 1,811% Growth Rate!

Box Home Loan, Aaron Brown, The Sales Evangelist, Podcast How do you differentiate yourself?

In this episode, Aaron Brown of Box Home Loans talks about the importance of focusing on yu ideal customers and doing things differently and setting yourself apart from the pack if you TRULY want to achieve HUGE, TREMENDOUS SUCCESS.

Aaron has a dozen different ventures within the mortgage industry. Some successful, many weren’t. But he definitely learned from them all, took what he learned and applied it to Box Home Loans.

A dozen years as an entrepreneur in the mortgage industry, trying different ventures and learning from failures has gotten him into a position that launched the concept of Box Home Loans.

Here are the highlights of my conversation with Aaron:

Aaron’s first coolest sales experience with flying Kingfisher Airlines in India: Being treated first class

Quoting Seth Godin in his book Purple Cow:

“If you could create a competing business with your core business and that competing business could operate on thinner margins and charge less for the customer and still be profitable, then why don’t you do that?”

It took them two years to figure out how to do that, but what they achieved after trying things out and learning from their mistakes is 1,811% growth over 3 years

Keys to the tremendous success of Box Home Loans:

1. Focus on your ideal customer.

  • Specializing and cutting away from the pack
  • Only did loans for people with terrific credit (700 and above)
  • Only lent on owner-occupied properties
  • Only going after 1/3 of the market and giving them a really great deal
  • They have perfected the Vanilla Ice Cream Loan model

2. Differentiate yourself within the industry.

  • Jim Collins’ Hedgehog Concept: the principle of being able to do something and specialize at it and be better than anybody else who has it
  • Tried an all Spanish mortgage company, didn’t work, that’s okay!
  • The NEED to BE different

3. Create a process.

  • Have a system to be able to duplicate the experience you provide to your customer
  • Having the system is just half of the equation
  • The other half: Getting your people to follow the system

4. Technology

  • There’s no way to provide the product in and of itself
  • Scaling it from 25 loans/month to 250 loans overnight
  • Building technology that was specific for them

They automated everything they can not to eliminate people but for people to focus more on solving complex problems and interact with other people for greater experience

The Power of Referrals

Communication also plays a HUGE role

Explosive growth of Box Home Loans came from REFERRALS

  • Having a BHAG – Big, Hairy, Audacious Goal
  • Great Price + Great Service = Great Experience
  • Your customers become your advocates

They got 75% conversion rate for having trusted third party referring your business.

Current projects Box Home Loans is working on:

  • Working on the purchase market
  • Capitalizing on both relationship business and the digital arena
  • Working with technology, systems and processes – providing tools to real estate agents to help them differentiate and drive purchase for loans

Get connected with Aaron though emailing him at aaron@boxhomeloans.com

Receive an awesome gift from Aaron! Please visit www.boxhomeloans.com/thesalesevangelist

Aaron’s Major Takeaway:


Cold Calling, Prospecting, Business Development

TSE 112: “I Already Have A Vendor, I’m Not Interested.”

Cold Calling, Prospecting, Business DevelopmentPretty much you’ve come across this line at one point in your sales career one way or another.

“I already have a vendor, I’m not interested.”

What do you do when your prospect tells you this?

If you’re the type of person who runs away from uncomfortable situations like this,  I want to help you because I was there too.

Here are two important principles you can apply to handle this objection.

  • Get uncomfortable!

Who says selling is comfortable? If you really want to achieve success in sales then you better learn to go out of your comfort zone. Selling takes a ton of guts, and if you don’t have it, then this may not be the right career for you.

When confronted with a prospect who says he or she is not interested in what you have to offer because he/she already has a vendor, that’s okay. It’s uncomfortable, yes. But don’t run. Instead, this leads to my second principle

  • Challenge them by asking questions!

Gather more information about your prospect and his/her existing vendor and use that to position your company.

You can go along these lines that I often use:

“I’m not in business of breaking up marriages, but I know no one is perfect. If there’s one thing that xyz company could improve upon, what would that be?

“I don’t suppose xyz company is a sacred cow…?”

Trust me, asking these questions would help you dig into relevant information that can allow you to learn more about what the prospect needs (that even their current vendor doesn’t offer), thus giving you the opportunity to talk about the value you could offer.

Learn more about the course!

Cold Calling Course, How to Cold Call



Niel Guilarte, All Things Post, The Sales Evangelist

TSE 111: Corporate Selling v.s. Entrepreneurial Selling

Niel Guilarte, All Things Post, The Sales Evangelist During this interview, I was honored to interview Niel Guilarte about his experience in selling for a corporation to now as an entrepreneur. With over 25 years of sales experience, Niel has worked for large organizations such as AT&T, Sprint and OfficeMax in the capacity as a sales professional, sales training and marketing.

Niel is currently the owner of Wildstyle Media Group, a video production firm working with high end organizations developing movies. He is also the host of the “All Things Post” podcast, which focuses on the behind the scenes world of post productions.

During this episode we discuss some of the difference between corporate selling and selling as an entrepreneur.

Here are some of the major takeaways:

  • When selling for a cooperation focus on volume, but when you are an entrepreneur you need to build relationships because that needs to last for the long run.
  • The principle of the “Invisible Sale” is to do the best job on every project you are working on and as a result, your client will give you referrals.
  • Start selling your expertise as oppose to your services. Look for ways to offer what you know to your prospects and as a result they will buy from you over others who sell on features/benefits.
  • Seeds you planted in the past will grow when you least expect it.
  • Continue to do activities such as speaking at events, going to networking groups, helping others connect without any expectations in return.
  • Fake the funk! (Don’t quit because you don’t know something…just keep moving forward)
  • Seek to offer quality over quantity.
  • You can’t hide behind your logo as an entrepreneur because you are the brand!
  • The best sales experience is to LISTEN! Real recognize real.
  • Sometimes not selling is the best sales experience.

Stay connected to Niel:

 Facebook   Twitter 

All Things Post, Niel Guilarte

Mentions: Tampa Bay Business Owners 

Tampa Bay Business Owners

Cold Calling Course, How to Cold Call
The Sales Evangelist; Sales Coaching, Motivation

TSE 110: TSE Sales Coaching Bootcamp-“Outwork Yourself”

The Sales Evangelist; Sales Coaching, Motivation This is the Sales Evangelist Coaching Bootcamp!

The 20% top performers bring in 80% of the business. They do, think, and work different. They use a different methodology than the 80% average sellers.

Here are some coaching tips to get you moving and get results:

Outwork yourself.

Do one more call. You might get in touch with someone who can become your next customer.

Look at your goals.

Write them down. Put them in front of you.

Make ideal goals that will stretch you but are within your range and industry.

Set those goals then go to work.

Don’t look at other people’s goals. Focus on your goals.

Meet with people earlier, if possible.

Meet with customers even before you get to work.

Current customers buy more things from you because they already trust you.

Push yourself.

That little push of giving your all right there at the finish line can mean between you accomplishing those goals or not.

Look at one more door.

Do the opposite of what everyone else is doing.

80%’s quit at 4 o’clock; 20% (top performers) go above and beyond.

Learn from other experts.

Read books (Audible or go to your local library)

Don’t make excuses.

Don’t whine. Don’t complain.

Make it rain. Work harder. Push yourself till the end.

Go out and DO BIG THINGS!

Episode Mentions:

TSE 01 – Jeffrey Gitomer

Sound effects and intro music by: http://www.freesfx.co.uk