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Speaker 1: Let me introduce this young friend. She's actually been in

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Speaker 1: my she's actually been in Chicago for Apartment Book. Uh.

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Speaker 1: Beat me up because I didn't make anything for you.

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Speaker 1: Hungry What you gonna make for me? Oh my god,

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Speaker 1: that's what you were making all and you didn't make me. Absolutely,

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Speaker 1: I couldn't even get a taste. You have somebody come

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Speaker 1: over to your house and they won't even let you taste.

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Speaker 1: To set over there and watch you make all those pods?

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Speaker 1: That was crazy? Are you still making? Absolutely? That's why

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Speaker 1: I'm going to Kelly Clarkson. I'll be doing it for

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Speaker 1: her show today. Are you serious? Can I come? No? Man,

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Speaker 1: my next you talk too much? My next guest is

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Speaker 1: a graduate of the Goldman Sachs ten thousand K Small

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Speaker 1: Business Program for Entrepreneurs and an Awardi of the Entrepreneurship

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Speaker 1: Entrepreneur of the Year by the Living Legends Foundations, which

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Speaker 1: I was happily there to see and that was deeply

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Speaker 1: moved and emotionally happy for her. A company b while

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Speaker 1: will be Your Own Brand, Be Your Own Brand is

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Speaker 1: a branding company that brands projects, products, and people with

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Speaker 1: a three step process that Sheila developed while being a

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Speaker 1: marketing executive in the music business, and so I met her.

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Speaker 1: I've never met her. Interesting when we're talking about relationship,

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Speaker 1: because people always knew about it in the music business,

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Speaker 1: and then it was after which we develop our relationship

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Speaker 1: absolutely and she's very good at it. B y O

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Speaker 1: B isn't his tenth year and she owns the trademark

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Speaker 1: for B y O B. Which is important to know

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Speaker 1: is be your own brand. Please welcome to the moneymaking conversation.

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Speaker 1: A good friend. Enjoy her, mofar, admire her, and I

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Speaker 1: very appreciate this. Appreciative that she's in the studio today.

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Speaker 1: Please welcome Sheila Coates, who this is being recorded because

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Speaker 1: I need all of that friend he admires long time,

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Speaker 1: all of those adjectives I've never heard you say before.

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Speaker 1: I'm impressed. But because I'm in the studio, well, no,

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Speaker 1: because you are special and you you know your individual

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Speaker 1: and you called the niche a clear understanding of what

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Speaker 1: branding is all about. I wanted before we get started

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Speaker 1: because I was going through a resume and in Missouri City, Texas,

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Speaker 1: where I'm from Houston, Texas, I'm very familiar with Missouri City, Texas.

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Speaker 1: Now you did the branding of the city of the

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Speaker 1: city Missouri City, So explain to everyone. And I want

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Speaker 1: to start there because that's because Missouri City, Texas is

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Speaker 1: like a suburb of Houston, is a very influent, affluent

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Speaker 1: community community, diverse community is fifty nine south of Houston.

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Speaker 1: And when I read that, I went, wow, that's really

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Speaker 1: really cool. Let's talk to the process of how you

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Speaker 1: could approach to this is a city, this is a

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Speaker 1: major city here, and I mean a booming city. And

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Speaker 1: how does that How how to breakdown the steps of

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Speaker 1: a branding um just showing leadership and being able to

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Speaker 1: get the word out exactly. Well, you know, everything I

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Speaker 1: think is about relationships. So I met the city manager

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Speaker 1: coming in doing a leadership conference for him through a

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Speaker 1: good friend of mine named Anita Castile and Anthony. After

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Speaker 1: I did the leadership conference, had so many of his

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Speaker 1: key people like his fire chief and his um assistant manager,

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Speaker 1: and that person who ran his police department said, you know,

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Speaker 1: this is something new. We've never heard this before. We

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Speaker 1: need to have her come back. They were in the

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Speaker 1: process of trying to distinguish themselves from what is it

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Speaker 1: sugar Land, So sugar Land gets a lot more notoriety,

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Speaker 1: but they wanted to find out how people would know

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Speaker 1: about them. And so my three step process for branding

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Speaker 1: their leadership team still is applicable for branding a city.

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Speaker 1: And so I said, well, what are you known for?

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Speaker 1: And more importantly, what do you want to be known for?

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Speaker 1: And then on top of that, what can you deliver?

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Speaker 1: And they couldn't answer those questions. Like everybody has a

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Speaker 1: mission statement, right, you go into these cities and and

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Speaker 1: they tell you we want to be the place where

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Speaker 1: you live and role. But at the end of the day,

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Speaker 1: when I come to your city, what do you want

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Speaker 1: me to know? It's not about the logo, it's not

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Speaker 1: about a tagline. It's about the experience that I'm gonna

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Speaker 1: get when I go into Missouri City. And that's when

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Speaker 1: they realized they didn't have that. And we're talking about

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Speaker 1: Zouri City, Texas, which is a suburb right outside of Houston, Texas.

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Speaker 1: It's important because I grew up near Missouri City. It

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Speaker 1: was kind of like a city that, uh, you know,

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Speaker 1: football power, and and it kind of like went from

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Speaker 1: just just a regular little small community to an actual city.

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Speaker 1: And then they got pushed all the way to the

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Speaker 1: to the fifty nine side of the freeway. It grew.

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Speaker 1: It kind of like it started growing and just blossoming.

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Speaker 1: You know, you're right, sugar Land, but has always been

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Speaker 1: Imperial Sugar always had that brand relationship and people knew

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Speaker 1: exactly what it was. But Missouri City it still was like, okay, yeah,

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Speaker 1: we're just here, and they called themselves the most city.

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Speaker 1: You know. Um, they had some bad reputation problems for

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Speaker 1: a little bit, but they're really a friendly city. And

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Speaker 1: so when we decided to take on the branding, I

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Speaker 1: did this whole concept with them that I do with people,

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Speaker 1: but I put it for the city and I had

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Speaker 1: them tell me what is it that they can deliver?

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Speaker 1: And I had all of their key uh stakeholders involved.

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Speaker 1: I had a lot of their employees involved, and I

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Speaker 1: got back a lot of feedback and they realized that

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Speaker 1: there were three things that they were known for. The

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Speaker 1: key was, though, do you appreciate those three things? Because

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Speaker 1: you always think I should be like Houston or I

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Speaker 1: should be more like sugar Land. But if I'm a

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Speaker 1: person coming to the city, there are some things that

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Speaker 1: I want to know about this city that I know

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Speaker 1: I can get. And it was amazing because then I

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Speaker 1: tested it. After they told me what the three attributes were,

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Speaker 1: I went around the city to see and I'm not joking.

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Speaker 1: This was probably one of the friendliest cities I've ever

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Speaker 1: been at. So they told me they wanted to be

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Speaker 1: known for their friendliness, for their ability to go above

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Speaker 1: and beyond, and for their ability to be of diverse

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Speaker 1: family community. Right. So when they said these things, I

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Speaker 1: said with then you gotta be this. This is a

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Speaker 1: true story. I gotta ticket in Missouri City going thirty

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Speaker 1: five and a thirty miles. Look are you serious? You

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Speaker 1: guys pulled me over. I got pulled over. I went

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Speaker 1: through the process of paying for the ticket instead of

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Speaker 1: calling the police chief, which I was thinking about doing

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Speaker 1: since I had met him, because I wanted to see

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Speaker 1: how they operated in every little area of you know,

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Speaker 1: the city. So I go to this place to pay

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Speaker 1: for the ticket. This lady couldn't be nicer. When I

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Speaker 1: came in the door, she said, good morning, how are you?

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Speaker 1: How can I help you? And I'm thinking, okay, this

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Speaker 1: is definitely not l a right, right, I come in

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Speaker 1: she I was in the wrong, right So she says

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Speaker 1: to me, you're in the wrong place. Um, but hold

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Speaker 1: on a minute, let me make a call for you,

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Speaker 1: and then I'll find out exactly where you need to go.

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Speaker 1: She calls, She calls the lady. She gives me the

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Speaker 1: address she took. I was like, okay, maybe she knows

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Speaker 1: I'm checking the background at this place. So sweet. I

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Speaker 1: go to the next place. Before I could get in, Hi,

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Speaker 1: how are you? I was told to ask for hold on,

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Speaker 1: let me go get her for you. They were friendly,

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Speaker 1: They went above and beyond. This is what they told

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Speaker 1: me that they wanted. These ladies didn't know that I

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Speaker 1: was the branding person, and I was checking to see

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Speaker 1: if the information that they had shared with me was

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Speaker 1: really what they did. It was dead on. So I

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Speaker 1: do this whole thing. I go around a couple of places.

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Speaker 1: I go to some stores. I go, I'm I'm checking

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Speaker 1: because I said, if you tell me this is who

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Speaker 1: you are, I should feel this from the people that

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Speaker 1: are working in your city. Long story short, I did

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Speaker 1: that for like maybe a week or so. I pull

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Speaker 1: all of the key stakeholders back together and I give

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Speaker 1: them the names and the places of the people who

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Speaker 1: I had interacted with. You guys are this city. The

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Speaker 1: thing was the city manager says to me, well, is

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Speaker 1: that anything great? I mean, like I said, now, if

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Speaker 1: I'm a person who's putting my family here, don't don't

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Speaker 1: want a family friendly environment. So friendliness is important to me.

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Speaker 1: If I'm telling somebody that I have a diverse community

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Speaker 1: and I'm a business who's looking for diversity, this is

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Speaker 1: the place I need to be. Once they realize that

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Speaker 1: these are your attributes, let's start talking about them that

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Speaker 1: you can't just yeah. So now in their community relations

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Speaker 1: when they do events, they you know, if you do

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Speaker 1: a city event, promote that it's going to be a

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Speaker 1: friendly event because you guys are going to be friendly.

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Speaker 1: It's going to be saying and diverse. They got it.

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Speaker 1: So now businesses can come there and realize I can

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Speaker 1: come here and it's gonna be safe. I can come

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Speaker 1: here and move my employees because it's going to be friendly,

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Speaker 1: it's a family environment. It was so much fun to

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Speaker 1: get them to see who they were, but more importantly

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Speaker 1: to get them to see you really are that. So

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Speaker 1: that's what I do when I do cities. I'm about

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Speaker 1: to brand UM Volunteers of America, which is a huge organization. Yes,

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Speaker 1: but they're nonprofit there's thousands of nonprofits. Why am I

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Speaker 1: gonna give you money? That's what I'm helping them down distinguished.

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Speaker 1: What do you do that another nonprofit doesn't do? And

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Speaker 1: what's uniquely you? So that's what branding is all about,

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Speaker 1: is giving you that identity. Just like you know a

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Speaker 1: Nike or anyone else. Everything is a brand. It's the

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Speaker 1: experience and the reception that you want people to have

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Speaker 1: when they encounter you. Before we exited this break, let's

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Speaker 1: talk about the concept. It's been a long time she's

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Speaker 1: been on the show. I don't know why I should

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Speaker 1: have been on there. You know, I got to Dale

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Speaker 1: you know point. Now I got Sam on point, not

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Speaker 1: Sam to finger pointing point. And so how did the

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Speaker 1: old concept of the brand uh come about? And then

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Speaker 1: also the whole process that I know it's surprised. It's

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Speaker 1: people that you have actually trademarket, you have control of

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Speaker 1: your of your company brand. Let's talk about that. Well,

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Speaker 1: it started when I was in the music industry because um,

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Speaker 1: as you said earlier, I was an executive in the

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Speaker 1: industry for over a little over sixteen years. I left

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Speaker 1: out as a cmost Chief marketing officer at Hidden Beach

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Speaker 1: But during that time, my whole job then and the

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Speaker 1: business has changed drastically, was to yeah, develop artists, right

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Speaker 1: and any given time when I was working in New York,

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Speaker 1: I got to get twenty artists in my office, you know,

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Speaker 1: in the in a week telling me that they had

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Speaker 1: the hottest record. Though you know, I'm going to the

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Speaker 1: MTV Awards, she said, you know, And I would always say,

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Speaker 1: but why are you right? They made this record? They

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Speaker 1: come into my department and I was like, well, what's

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Speaker 1: gonna make you go to the MTV Awards? What's gonna

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Speaker 1: make you get a Soul Training Award? And they couldn't

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Speaker 1: answer it. All they could tell me was because I'm hot.

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Speaker 1: I'm like, but hot is relative, right, What's hot in

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Speaker 1: Houston is not necessarily hot in Chicago inside of New

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Speaker 1: York is not hot in l A. So I would say, okay,

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Speaker 1: we'll give me a little bit more. I couldn't do it.

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Speaker 1: So I had this one cheat that I created, and

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Speaker 1: I would make him feel it out. Well, creative people

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Speaker 1: don't really like feeling out. They were like, I ain't

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Speaker 1: got time to feel that. I was like, you got

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Speaker 1: time to answer these ten questions because I need to

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Speaker 1: understand what makes you you. You can't come in here

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Speaker 1: and tell me you want to look like Beyonce. Beyonce

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Speaker 1: got that on a lot. You know, everybody wants to

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Speaker 1: want to look like this one. And you know, you

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Speaker 1: see every woman with the same long hair, and you

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Speaker 1: see everything, and I'm like, come on, baby, you know,

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Speaker 1: And that's how it started, because I would help them

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Speaker 1: find their uniqueness. One of the ones that come to

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Speaker 1: mind initially was Angie Stone when she did the Afro. Yes,

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Speaker 1: you know, I said, we're gonna keep the afro. We're

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Speaker 1: gonna create a vibe around the afric because your music,

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Speaker 1: your whole energy is more of a soulful vibe. Why

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Speaker 1: are we going to change? That? Got me rocking right now?

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Speaker 1: You can think of Angie right So that's how branding.

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Speaker 1: Oh my god, yeah, um, she had it. And I

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Speaker 1: have to say this. She had a platinum record without

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Speaker 1: having big hits because she stayed true to who she wants.

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Speaker 1: We created this whole vibe and this whole image of

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Speaker 1: the soul sister with the afro. That's what branding is.

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Speaker 1: It's finding what makes you you. And you can't do this,

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Speaker 1: you got that somebody else got that land. So when

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Speaker 1: I realized that people really didn't understand what made them unique,

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Speaker 1: I wanted to see if I could take it outside

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Speaker 1: the industry. That's really important to understand because of the

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Speaker 1: fact that when I when I look at you and

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Speaker 1: look at myself, you know I'm constantly I would tell

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Speaker 1: people that I'm constantly evolving. And so you know yourself,

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Speaker 1: know that you as as your brand can change, and

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Speaker 1: you have to be willing to adjust to the change.

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Speaker 1: You're not saying this is me. Well, the brand of

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Speaker 1: what can change, but who you are doesn't necessarily change.

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Speaker 1: I'm sure when you were working in corporate America and

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Speaker 1: when you were doing your comedy, and even as a

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Speaker 1: manager of person, you were still strategic. Absolutely, if you're

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Speaker 1: a strategic person, you're strategic. You might still been outgoing.

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Speaker 1: But the way you use that gift as a corporate

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Speaker 1: person now compared to your as an entrepreneur is a

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Speaker 1: little bit different. I tell people all the time that

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Speaker 1: what will change what you do with change. Who you

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Speaker 1: are is the consistent person throughout everything that you do.

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Speaker 1: She's on my show, she get me back up. I

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Speaker 1: didn't got excited nothing and checked me. Once you know,

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Speaker 1: you know, you know, I i'd be careful when I

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Speaker 1: come around her, you know, because I'm super knowledge, you know,

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Speaker 1: and then you're checked me in in that room. Come on,

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Speaker 1: you know this is a fair exchange. That's a fair exchange.

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Speaker 1: But I thought i'd be I thought that a little

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Speaker 1: meek personality, you know, act like you know, I don't

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Speaker 1: know why snake is always it's gonna come back. A

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Speaker 1: money main conversation. Be right back, Hi, you're listening to

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Speaker 1: money making conversation. This is Roshan mcga. I'm the host

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Speaker 1: of this show. This show that brings on individuals who

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Speaker 1: are way more knowledge about some things that I don't

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Speaker 1: have the ability to add understand at times because of

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Speaker 1: the fact that they're experts at what they do. You're

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Speaker 1: an expert in branding. That's a that's a title. That's

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Speaker 1: the title that you get paid too. So let's start

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Speaker 1: with the big word. What is a brand? A brand

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Speaker 1: is the experience of the perception that you leave in

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Speaker 1: someone else's mind whenever they encounter you. So people are brands.

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Speaker 1: I can say your best friend, you know, whoever your

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Speaker 1: best friend is, something comes to mind, even if that

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Speaker 1: person is a liar, like, that's my boy's a liar. Lord,

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Speaker 1: have mercy right. Something comes to mind is the experience

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Speaker 1: that you have. Corporations um create brands because it's the

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Speaker 1: uniqueness of that corporation. There's thousands of luxury car companies.

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Speaker 1: But if I say the ultimate driving machine, something comes

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Speaker 1: to mind. If I say the pursuit of perfection, that's

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Speaker 1: a different luxury car. You don't talk about what you

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Speaker 1: have in common. You talk about what makes you unique.

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Speaker 1: You never hear car companies say we all got four tires.

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Speaker 1: You know, we all got that nice steering wheel. You

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Speaker 1: know what they say is if you're looking for the

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Speaker 1: driving experience, jokes so much. But I'm just saying, and

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Speaker 1: you know, its like people and the same. It's true

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Speaker 1: for people. I don't want to say, well members Sean

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Speaker 1: both got him out. You know that we both got

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Speaker 1: two eyes and two years. We know that. But what

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Speaker 1: makes us unique is what different about you? Is that?

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Speaker 1: Is this a natural talent for you or is a

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Speaker 1: learned talent for you? Your ability to a chicken laid

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Speaker 1: and be able to be able to disseminate the differences

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Speaker 1: so quickly, well, I think it's it's a little bit

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Speaker 1: of both. My mom used to always say, I have

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Speaker 1: a sister, and she's like, this is what you're good at,

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Speaker 1: and this is what you're good at. Don't worry about

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Speaker 1: what your sister do, and don't you worry what she does? Right, So,

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Speaker 1: I think she was talking about branding. Obviously, branding wasn't

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Speaker 1: a turn back then, so I always knew, here's here's

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Speaker 1: my lane right here. If I own that, can nobody

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Speaker 1: be better than me? And that Now, that doesn't mean

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Speaker 1: that's all I am, but I have certain things that

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Speaker 1: are just natural and gifted, and I do think the

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Speaker 1: ability to communicate and talk is one of those things.

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Speaker 1: But then when I got into the music business, she

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Speaker 1: should always say to me, you know, money can't buy

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Speaker 1: your style, and I'll be like, oh what I want? No, see,

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Speaker 1: you just want it, but it's not necessarily a style.

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Speaker 1: I didn't really grasp that until I got in the

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Speaker 1: industry and met artists who had tons of money. You

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Speaker 1: have seen him, You'd be like, why they got that on?

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Speaker 1: Why they look like that? It's because they're simulating something

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Speaker 1: that they don't own. You can't let the clothes where

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Speaker 1: you you got to wear the clothes. That's when I

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Speaker 1: realized what she was talking about, and then I studied

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Speaker 1: it even more in school that was a communications major

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Speaker 1: and so and I've always loved imaging and marketing and perception,

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Speaker 1: you know, what people believe something to be. And it

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Speaker 1: just became even more of a passion for me when

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Speaker 1: I've met all these artists, I mean literally artists would

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Speaker 1: come into me and said, I want to look like

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Speaker 1: the video you did yesterday. Well she got that on luck,

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Speaker 1: you're gonna come in and number two because she got

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Speaker 1: this position or he has that position. So I was

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Speaker 1: always trying to get them to say, let's let's bring

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Speaker 1: out the best you. This isn't always easy to have

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Speaker 1: their brand association. That's what you're saying that people are

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Speaker 1: easy to go or can I get that instead of

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Speaker 1: saying who am I am? I? And let's develop that,

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Speaker 1: which means work in some ways is going to be

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Speaker 1: tied to that effort. Oh it's really scary because I

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Speaker 1: think I'm a marketing person, But when I go into

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Speaker 1: corporations and I talked to leaders a lot, they start

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Speaker 1: crying on me because they realized they've trying to assimilate

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Speaker 1: even being a vice president. What that looks like, you know,

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Speaker 1: everybody is not going to be the same kind of VP,

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Speaker 1: everybody who runs the free world, you dad, you know,

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Speaker 1: we can just talk about the two men who's just

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Speaker 1: been the president. Between Obama and Trump. There's certain similarities

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Speaker 1: that you have to have to be the president of

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Speaker 1: the US, but how they run the presidency, it's based

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Speaker 1: on who they are. That's why I said, what will change?

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Speaker 1: Most millennials now they say they all have about seventeen

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Speaker 1: jobs before they end up being entrepreneurs and then retiring.

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Speaker 1: So if you brand yourself on what when the what

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Speaker 1: changes didn't work. But if you brand yourself on the hues,

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Speaker 1: on the who, that can go anywhere with you. That's

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Speaker 1: why was so amazing. She never said I'm the queen

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Speaker 1: of talk shows. Everybody else called it the queen of

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Speaker 1: talk show. She didn't brand herself that way. What she

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Speaker 1: branded herself was as a communicator and approachable. That's why

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Speaker 1: Middle America who who I can't even think about the

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Speaker 1: money Oprah has can relate to her? How is it

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Speaker 1: that Middle American women when she was on the air,

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Speaker 1: felt like, that's my girl who? Man? It's because that's

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Speaker 1: what she projected. She never was on there and you know,

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Speaker 1: dripping in diamonds and labels and all of that. And

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Speaker 1: even when she wore a pair of Christian Lupi times.

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Speaker 1: I remember it vividly. They said to her, oh you

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Speaker 1: got on red bottom. She said, oh, they were a gift.

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Speaker 1: I started laughing because we all know she can buy

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Speaker 1: the factory right, right, right right, But in her ability

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Speaker 1: to stay connected and the perception she was trying to

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Speaker 1: create was I'm just like you. I'm a communicator, but

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Speaker 1: I'm approachable. At one time, she didn't want to throw

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Speaker 1: out a brand. Okay, I'm buying something you can't afford

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Speaker 1: exactly exactly. So the ability to be a communicator approachable,

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Speaker 1: I can take that from talk show to magazine to

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Speaker 1: radio to own own network because who she is is

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Speaker 1: in everything that how to contact you for projects? Oh

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Speaker 1: can we give him your number? And then they called

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Speaker 1: it's really gonna be a problem because Samantha're gonna get mad.

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Speaker 1: She's gonna get all the info. You can contact me

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Speaker 1: on my website which is www dot b y O

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Speaker 1: B Unlimited spelled out dot com that's b y O

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Speaker 1: B unlimited, or on Instagram at b y O B

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Speaker 1: dot Baby are the main two places. I'm also on

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Speaker 1: Facebook at b y O B be your own brand.

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Speaker 1: But um, you know my web. My website has all

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Speaker 1: the information you can contact. It's been a couple of years.

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Speaker 1: Uh you were doing seminars. Are you still doing live

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Speaker 1: similars online digital seminars? Yes? I am so excited. I

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Speaker 1: sold my first learning platform to Toyota. You just do

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Speaker 1: that out there. You know, I don't even know what

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Speaker 1: the learning platform is, so you don't know what the

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Speaker 1: learning platforms. Okay, I'm feeling hip then, like I'm, you know,

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Speaker 1: one of the young people. Anyway. E learning platforms is

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Speaker 1: how people trading in. Don't claim it, claim imam, but

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Speaker 1: it's an E learning module and it's how companies now

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Speaker 1: are training their um their teams so that I don't

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Speaker 1: go out and do it a lot. My goal was

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Speaker 1: to create something that would go on beyond me. You know.

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Speaker 1: I learned that while you sleep. So now they buy

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Speaker 1: these uh platforms from me, and they're small modules. They're

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Speaker 1: like three minutes and pieces, about twelve of them, and

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Speaker 1: people can come in and watch, you know, two or

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Speaker 1: three at a time. I see those types on LinkedIn.

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Speaker 1: LinkedIn does a lot of though. These always going you know,

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Speaker 1: so these are little seminars that you can click and

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Speaker 1: it just it just it just allows you to be

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Speaker 1: It's a whole concept that has been broken down into

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Speaker 1: three minutes segments so that the company, the employee can

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Speaker 1: come in and say, you know what, I got ten minutes.

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Speaker 1: I'm gonna watch maybe three segments, right, okay, host I'm

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Speaker 1: hosting it. It's my platform that I do live now

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Speaker 1: on UH in a module, so it's me live, but

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Speaker 1: we've done it in a modules. So what I normally

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Speaker 1: do for them live is now in this e learning piece.

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Speaker 1: It's probably about an hour and twelve minutes long and

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Speaker 1: it's totality, but you can come in and watch segments

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Speaker 1: of it. Here's the blessing. And I'm just gonna brag

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Speaker 1: on this for a minute. You should. Every time I

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Speaker 1: go into one of the Toyota dealerships now to see

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Speaker 1: how they how it's performing, they said, oh, I watched

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Speaker 1: the whole thing. It's like watching Netflix. This is what

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Speaker 1: one of the young people said to me. And they said,

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Speaker 1: that's unheard of because most people don't want to sit

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Speaker 1: that long, so they watch it for like two or

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Speaker 1: three modules six minutes or so, and then they'll get

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Speaker 1: up and then they'll come back. Every time I hear someone,

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Speaker 1: they say like, I got I got engrossed. I watched

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Speaker 1: the whole thing at one time. So different subjects tied

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Speaker 1: to each one of the modules. Well, this one module

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Speaker 1: is all about the face of the brand. I did

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Speaker 1: one for companies called the Face of the Brand, because

427
00:21:24,520 --> 00:21:26,680
Speaker 1: when will you get to meet, you know, the president

428
00:21:26,680 --> 00:21:29,639
Speaker 1: of Toyota. You won't. Who you'll get to meet is

429
00:21:29,680 --> 00:21:34,320
Speaker 1: the customer service person or the salesperson. And companies don't

430
00:21:34,359 --> 00:21:38,040
Speaker 1: realize that they only train leaders, but the person who's

431
00:21:38,080 --> 00:21:40,840
Speaker 1: really impacting your brand is that person at that front

432
00:21:40,880 --> 00:21:43,280
Speaker 1: desk who says, can I help you? So I'm telling

433
00:21:43,320 --> 00:21:46,280
Speaker 1: them you need to train customer service people. You need

434
00:21:46,320 --> 00:21:47,919
Speaker 1: to train the people who are really the face of

435
00:21:47,920 --> 00:21:50,680
Speaker 1: your brand, because I'm gonna meet the CEO. When when this?

436
00:21:50,800 --> 00:21:52,960
Speaker 1: When will the CEO come out and meet the public.

437
00:21:53,640 --> 00:21:56,399
Speaker 1: The customer service person can either make or break your brand.

438
00:21:57,000 --> 00:21:59,359
Speaker 1: The salesperson that's on your team will either make or

439
00:21:59,400 --> 00:22:02,040
Speaker 1: break your brand. And those are the people who rarely

440
00:22:02,080 --> 00:22:04,359
Speaker 1: get training. So I'm gonna feel less space for you.

441
00:22:04,760 --> 00:22:09,560
Speaker 1: I'm training your customer service and your your salespeople. So

442
00:22:09,600 --> 00:22:13,399
Speaker 1: which is really because I know that, um, especially the

443
00:22:13,480 --> 00:22:18,919
Speaker 1: car dealerships customer services keys. That's how might it might

444
00:22:18,960 --> 00:22:21,199
Speaker 1: be tied to me buying a car there, because if

445
00:22:21,200 --> 00:22:23,320
Speaker 1: I got to bring it back and you were jerk

446
00:22:23,400 --> 00:22:26,159
Speaker 1: or moving slow, I'm not gonna I'm not I'm wasting

447
00:22:26,200 --> 00:22:30,400
Speaker 1: my energy there. And it really has become like customer

448
00:22:30,400 --> 00:22:32,600
Speaker 1: service as far as the brain is really key, like

449
00:22:32,640 --> 00:22:35,760
Speaker 1: our called Delta this before you hang up, please answer

450
00:22:35,800 --> 00:22:40,879
Speaker 1: one question one through five. I go into any dealership

451
00:22:40,880 --> 00:22:42,960
Speaker 1: I go into, I get the survey coming out of that.

452
00:22:43,520 --> 00:22:48,639
Speaker 1: I can geo fencing different restaurants. I walked back in

453
00:22:48,680 --> 00:22:51,320
Speaker 1: the airport, it's like four or five restaurants gonna say

454
00:22:51,320 --> 00:22:54,560
Speaker 1: how is the donuts? How was the Taco? Howards service?

455
00:22:54,680 --> 00:22:57,640
Speaker 1: So that whole service thing is just being pushed out there.

456
00:22:58,080 --> 00:23:00,400
Speaker 1: It's really the dominant part of the brain in now

457
00:23:00,520 --> 00:23:03,240
Speaker 1: very much, because that's who's making or breaking the brand. Right.

458
00:23:03,359 --> 00:23:06,720
Speaker 1: You didn't meet the person who owned the taco restaurants.

459
00:23:06,760 --> 00:23:09,640
Speaker 1: You met the waitress. The problem is after they asked

460
00:23:09,680 --> 00:23:12,600
Speaker 1: you that question and say you said, um, it wasn't good.

461
00:23:13,200 --> 00:23:16,600
Speaker 1: Are we training those people are we just reprimanding those right,

462
00:23:17,280 --> 00:23:19,719
Speaker 1: And that's where B y O B comes in. I

463
00:23:19,760 --> 00:23:22,000
Speaker 1: want to help you train those people to be better

464
00:23:22,359 --> 00:23:24,879
Speaker 1: so that then the face of your brand represents what

465
00:23:24,920 --> 00:23:28,240
Speaker 1: it is you're trying to project. And that's really important

466
00:23:28,280 --> 00:23:32,600
Speaker 1: because because you know, it's not an annoyance too, because

467
00:23:32,640 --> 00:23:35,440
Speaker 1: they've they've streamlined at the point where they're not trying

468
00:23:35,480 --> 00:23:37,919
Speaker 1: to get you to do twenty questions and they we

469
00:23:38,000 --> 00:23:40,120
Speaker 1: just want you to respond, you know, the same thing

470
00:23:40,160 --> 00:23:42,879
Speaker 1: I give would left, you know, want that five or

471
00:23:42,920 --> 00:23:45,199
Speaker 1: whatever survey when you when you get out of the

472
00:23:45,280 --> 00:23:49,160
Speaker 1: car and things like that. Everybody wants to know how

473
00:23:49,240 --> 00:23:52,919
Speaker 1: you feel because that's the experience. Was it memorable? Was

474
00:23:52,960 --> 00:23:55,760
Speaker 1: it good for you? Did you have a bad experience?

475
00:23:55,920 --> 00:23:58,639
Speaker 1: Because everything that we do now leaves an impression on you,

476
00:23:59,119 --> 00:24:01,199
Speaker 1: So you want that question that's left to be a

477
00:24:01,240 --> 00:24:04,240
Speaker 1: positive one. How will they know that unless you know

478
00:24:04,359 --> 00:24:06,359
Speaker 1: they ask you, then they can at least try to

479
00:24:06,400 --> 00:24:08,760
Speaker 1: cut it off. If it wasn't good, and you can

480
00:24:08,800 --> 00:24:10,760
Speaker 1: we do something for you. Maybe we'll give you a

481
00:24:10,800 --> 00:24:13,400
Speaker 1: discount next time, because they want to stop that before

482
00:24:13,440 --> 00:24:15,440
Speaker 1: it gets to yell and now before it gets to

483
00:24:15,520 --> 00:24:21,360
Speaker 1: social media with all the grievances now on Facebook and Twitter. Yeah, yeah,

484
00:24:21,400 --> 00:24:23,640
Speaker 1: it really has changed the game. I would tell people

485
00:24:23,680 --> 00:24:26,640
Speaker 1: with the Muhammad Ali era, you know, people can just promote,

486
00:24:26,840 --> 00:24:30,720
Speaker 1: they can talk, they can screen, they can shout immediately

487
00:24:30,720 --> 00:24:33,639
Speaker 1: because of social media. Where that that that brandy was

488
00:24:33,720 --> 00:24:35,920
Speaker 1: left the corporations back in the day who advertised on

489
00:24:36,080 --> 00:24:40,040
Speaker 1: radio and TV and commercials and digital and things like that.

490
00:24:40,080 --> 00:24:42,800
Speaker 1: Because of social media. Now you're part of the You're

491
00:24:42,840 --> 00:24:45,200
Speaker 1: part of the cure as part of the problem. Yeah,

492
00:24:45,200 --> 00:24:46,960
Speaker 1: but I love the fact that you use Muhammad Ali.

493
00:24:47,040 --> 00:24:48,920
Speaker 1: I use him a lot because I say I am.

494
00:24:49,280 --> 00:24:51,679
Speaker 1: And it's not just me, but it's scientifically proven that

495
00:24:51,720 --> 00:24:55,160
Speaker 1: the words I am, whatever you follow that with, you become,

496
00:24:55,640 --> 00:24:59,600
Speaker 1: whether you're a Christian, scientific whatever you become with you

497
00:24:59,640 --> 00:25:03,359
Speaker 1: believe so I am. It's so important. Mohammed Ali was

498
00:25:03,440 --> 00:25:06,360
Speaker 1: the first to say I am. What the greatest greatest?

499
00:25:06,560 --> 00:25:09,000
Speaker 1: He told you that from day one, I am the greatest,

500
00:25:09,000 --> 00:25:11,320
Speaker 1: I'm the greatest looking, I'm the greatest fighter, I'm the

501
00:25:11,320 --> 00:25:13,680
Speaker 1: greatest dresser. When he died, what did they call it?

502
00:25:14,640 --> 00:25:19,359
Speaker 1: The greatest of all time. See, that's the power of

503
00:25:19,440 --> 00:25:23,440
Speaker 1: understanding I am in your brand. You become what you believe.

504
00:25:23,440 --> 00:25:25,520
Speaker 1: And that's why I say the young kids, you tell yourself,

505
00:25:25,640 --> 00:25:28,840
Speaker 1: you know I am badest songs or whatever. You know,

506
00:25:29,000 --> 00:25:31,720
Speaker 1: you become that, you start to embody that, and then

507
00:25:31,760 --> 00:25:34,800
Speaker 1: you have to act like that. When Mohammed Ali said that,

508
00:25:34,880 --> 00:25:37,600
Speaker 1: it wasn't about even branding himself as much as he

509
00:25:37,680 --> 00:25:40,560
Speaker 1: was making a point. But in all of the time

510
00:25:40,600 --> 00:25:43,159
Speaker 1: that he said that, they ended up calling him that.

511
00:25:43,240 --> 00:25:45,600
Speaker 1: And that's the power of knowing that I am right, yeah,

512
00:25:45,880 --> 00:25:48,840
Speaker 1: telling yourself. Great, thank you for coming on my show.

513
00:25:48,880 --> 00:25:51,439
Speaker 1: Money making conversation. You you know, I can talk to

514
00:25:51,480 --> 00:25:53,720
Speaker 1: you all day. Well, in fact, you know, we gotta

515
00:25:53,840 --> 00:25:55,480
Speaker 1: can take me to lunch, we can keep well, I

516
00:25:55,480 --> 00:25:57,800
Speaker 1: gotta catch the airport. I gotta go to the airport

517
00:25:58,440 --> 00:26:00,399
Speaker 1: because I got to l a because you know, busy

518
00:26:00,440 --> 00:26:02,720
Speaker 1: like that. But more importantly, we have to do this

519
00:26:02,800 --> 00:26:06,040
Speaker 1: every quarter. It's part of the brand, is part of

520
00:26:06,040 --> 00:26:08,520
Speaker 1: the process that I want to I'm in a good

521
00:26:08,520 --> 00:26:10,480
Speaker 1: place in my life now where I can be able

522
00:26:10,480 --> 00:26:12,320
Speaker 1: to say this is what I want to be able

523
00:26:12,320 --> 00:26:15,720
Speaker 1: to communicate to my listeners and to my fan base

524
00:26:15,800 --> 00:26:18,760
Speaker 1: on the regular bation and your star and hopefully to

525
00:26:18,800 --> 00:26:21,919
Speaker 1: help them. That's really my goal. People understand you help me,

526
00:26:22,680 --> 00:26:24,960
Speaker 1: help me, and I think that's I feel that's important

527
00:26:25,000 --> 00:26:28,000
Speaker 1: part of because you can constantly educate me every time

528
00:26:28,040 --> 00:26:30,919
Speaker 1: I communicate with you, and I always feel I feel

529
00:26:30,960 --> 00:26:33,080
Speaker 1: that that's the key to my success. I'm willing to

530
00:26:33,119 --> 00:26:35,520
Speaker 1: take on new information and you gotta keep winning, and

531
00:26:35,560 --> 00:26:38,520
Speaker 1: you gotta keep being ship. Thank you. Nothing that's money

532
00:26:38,520 --> 00:26:42,240
Speaker 1: make conversation everybody. We'll be back next week. Follow us

533
00:26:42,520 --> 00:26:45,879
Speaker 1: and making conversations on social. I've got all the social

534
00:26:46,040 --> 00:26:48,720
Speaker 1: website dot com. Find I who's on money making conversation

535
00:26:48,760 --> 00:26:51,480
Speaker 1: dot com Again, Rushan McDonald, have a great year.