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  • How I Got Into Sales Training | Andy Gole

    Is this how you normally sell?


    Andy Gole -  founder of Urgency Based Selling®

    Many people ask me, "How did you get into training?" Over 20 years ago, I had a company selling manufactured products. One day, my accounting firm invited me in to present one of their products. After the presentation, I spoke to a named partner and I asked them, "Is this how you normally sell?" He said, "Yeah. It was pretty good wasn't it?" I said, "Gee, I think it needs work." 

    After thinking it over for a week, I gave him a call and I said, "You need to hire me to teach you and your six partners how to sell." Well they liked some of my ideas, so I was invited in for a meeting. This is kind of how the conversation went. "So Andy, have you ever done this before for an accounting firm?" "No." "Do you have any testimonial letters from successful clients?" "No." "Have you ever done this at all for anybody at any time?" "No." "Do you have some curriculum you could show us so we have an idea of what this would look like?" "No." "Then what makes you think you can do this?" "Well, I saw your presentation. This is how you presented. This is how you could present it. I could fill the gap." 

    They were interested in my ideas, but they didn't know what to do with me because this was crazy. Most CPAs, Accountants, are conservatists. This was wild, out of the box. One day they took me on a sales call. My assignment was to listen, to zip my lips. Not say anything. If I could learn something about the context, maybe I could bake more pointed recommendations. I listened to the presentation by two CPA partners for about an hour, and then I felt I had to say something. I raised my hand and asked the owner of the business, "Can I ask a couple of questions?" The CPA Accountants melted because I opened my mouth. The owner said, "Sure. What are your questions?" I asked two questions and I closed the sale. About a month later, I was in the sales training business. 

    This story illustrates the principle of bold vision, bold behavior. The bold vision was teaching accountants how to sell. The bold behavior was doing something I had never done before where there was no proof I could do it successfully. By the way, if you want to know what the two questions were, give me a call.


    Learn more about Andy Gole and Urgency Based Selling®. 201-415-3447

  • Motivational Sales Speaker & Sales Training Expert Andy Gole

    Speaker & Sales Training Expert Andy Gole

    Do or die

    Andy Gole, CEO Bombadil LLC: About a week ago, you got out of a sales call and it was the best sales call you ever had in your life. The chemistry, the bonding was so fantastic. You didn't walk out, you floated out...and then you couldn't get them back on the phone and you wondered what the heck happened?... 

    Selling is conversations and there are two kinds of conversations, safe and serious. In a safe conversation you're never going to get a stick of business. The prospect is in that conversation for a different reason than you are...In a serious conversation by contrast, the prospect has a compelling need and they're willing to discuss it with you but serious doesn't mean you're closed, serious just means you open. 

    The biggest reason salespeople fail is the inability to transcend the gulf between social and business values teach us that best efforts are okay... 

    If you use your best efforts, you will fail 100% of the time!

    The owner of a company calls all the employees together on a Friday afternoon and says, "The salesforce gave it their very best efforts but they didn't bring in enough business. We're not getting paid this week or for the next month but if we all put our shoulders to the grindstone, I think I'll be able to pay you in a month or so." We know that's a non starter...The owner of a business cannot work on a best efforts basis. It's do or die. The sales team also has to be on a do-or-die basis. 


    They didn't believe you

    Latent demand is a marketing idea. It means unexpressed demand. There's latent demand for new ideas that haven't come to market yet

    The typical prospect does not have enough experience to make an educated decision. The prospect didn't buy from you because they didn't believe you

    ...It's not the referral source's job to figure out how to trust you. It's your job to figure out how to help them develop trust... 

    3M popularized the idea of time-pacing by requiring that 30% of their profits came from businesses that didn't exist 5 years ago. We do the same thing in selling by creating new relationships faster. 

    ...As we come out with new ideas, they're latent demand. The customer doesn't know about it. We have to challenge them... 


    Facing the unknown

    Sandy Schussel: Andy puts together a program that's really powerful because he talks about sales as a science rather than something you just do and hope it works out...

    Andy Gole: …George Lucas has written how he was inspired in creating Star Wars by Joseph Campbell's Hero with a Thousand Faces…


    Learn more about Andy Gole and Urgency Based Selling®. 201-415-3447

    When does the champion become a hero? Is it when he or she is facing the dragon and brandishing their sword? No, it's when they leave the village and face the unknown.

    Ashley Fedor: …watching how he speaks, watching how he approaches things is just a reminder that I have that capability um and I need to constantly push myself outside the box.

    Andy Gole: All my life I've had an interest in philosophy. One day, I discovered Aristotle's Nicomachean Ethics. A flourishing society consists of flourishing individuals which means we discover, develop and achieve our potentials including intellectual, emotional, physical. had this cast-iron jaw. Then the worst thing happened that could happen to a fighter. You got civilized...

    ... salespeople, they build a book of business. They become successful, and they become comfortable, and they stop doing the behaviors that built the business because they're civilized and they're above it.

    ..You've developed the systems and procedures to have many flourishing departments in your business including manufacturing, service, finance but there might be one department, maybe the most important department which is not development...


    Urgency Based Selling System

    Urgency is the province of selling, it's action. You can never close interest. The urgency based selling system was designed to create a sense of urgency to close the sale.

    Salespeople are missing one critical skill...project management.

    Jim Polley: …What I got from Andy Gole was a new level of accountability for the way our sales department operates. My people understand that accountability. We hire differently. We operate differently and there's a high level of enthusiasm to continue to grow our business.

    Andy Gole: There are many important books that have been written about the secrets of selling but they pale in comparison to the single most important book...the book of your business...What you do, the compelling reason why someone should be in a conversation with you and the proof...why should they believe anything you say.

    ...You have an unbalanced sales presentation. The salespeople are doing a good job of selling themselves, and they're doing a decent job of selling the offer, but they're not doing an economic justification, but they're not doing a great job of selling the company.

    Greg Somjen: What Andy helped us do was to take the things that we were already known for, that we already had in place, and formalize them, and put them into a system that can be followed...

    Andy Gole: You're frustrated. You're wondering, where are all the great salespeople? You remember in the earlier days of the business, the entrepreneurial phase. You didn't have product services, you didn't have customers, you didn't have reputation but you built the business...'re expecting the same thing of your current sales team but they're not entrepreneurs. Here's the good news, they're mostly hybrid entrepreneurs and they can be developed to get entrepreneurial outcomes and continue to build your business.

    Marc Parette: …whether you sell widgets, or whether you sell service, or whether you're selling intellectual property, the system seems to apply.

    Andy Gole: ...There are 3 proofs and the proving kit and the proving materials that have been put together are to help support the idea this is the right company...

    Marc Parette: Over the last three years we're up 50% year over year in sales...

    Andy Gole: …if you're not developing new business, you're suffocating. You might be shriveling.

    Your sales heroes are in harms' way everyday. When you publish your selling book, you provide them with the essential body armor to protect them in all the battles that lie ahead.


    Andy Gole Seminars

    Sales Leadership

    The Crisis in Sales Leadership

    Do or Die vs. Best Efforts

    Rocky, Freud, Darwin & Selling

    Crisis in Creating New Sales Relationships Heroic Selling

    Do you want me to sell or fill out paperwork? The Leads Are Terrible

    How Buyers Buy & What To Do About It



  • The Book of Knowledge in Sales | Andy Gole

    The brainstorming book to help salespeople

    Andy Gole, Founder of Urgency Based Selling®

    The book of knowledge is the standard sales call tailored to the client's business.

    It's filled to the brim with innovative, practical ideas for the sales team members to help them at each stage of the selling process....

    It includes…


    techniques to establish common ground

    free business gifts to move the process forward


    diagnostic questions

    extensive proving material

    and scripts

    The Book of Knowledge is the brainstorming book to help salespeople when they open an opportunity, or they're stuck and they really need to be entrepreneurial.


    Learn more about Andy Gole and Urgency Based Selling®. 201-415-3447

  • The Bunte Candy Story | Andy Gole

    Have you ever started a business or opened a new market?

    Andy Gole, founder of Urgency Based Selling®

    Have you ever started a business or opened a new market? If so, you may have faced the scenario that I faced when I started my first business. I was in the second year of selling decorative tins to food packers and my business was failing. I was losing money and then I discovered the one single account that would turn my business around, Bunte Candy. They bought a million of the type of decorative tin that I sold. I called on Bunte Candy with a special offering but unfortunately, the buyer said, "I'm good. We'd been buying from General Can for five years and we're happy." I left dejectedly. 

    The year continued to get worse and worse and in the summer, my car failed. At a critical moment, when I was in an emotional free-fall, when I felt like George Bailey at the bridge in It's a Wonderful Life, I asked myself this critical question, "Who's the real decision maker here?" It's not Bunte Candy. It's their customer, the retailer. With my last marketing money, I put together an offering of special art and I reached out to 400 retailers to the food buyers and I was lucky because although Bunte Candy had no interest in my special offer, there was one retailer who did care. Walmart and that retailer instructed Bunte for them to bring me with them to Bentonville and my business turned around and took off from that point. 

    There are two takeaways from this story. The first one is bold vision, bold behavior. The bold vision was the special artwork offering. The bold behavior was going around Bunte to the ultimate decision maker, Walmart. The second takeaway was the do or die attitude. I had to have a do or die attitude to survive that scenario and since that time, many years ago, I have maintained the do or die attitude in my mind. I always see myself at the edge of a cliff being pushed off by a bear. I have to fight back from that position. By seeing myself in that position, I prevent myself from being in an actual do or die scenario. That's my gift to you.

    Learn more about Andy Gole and Urgency Based Selling®. 201-415-3447

  • The Buyer's Scam | Andy Gole

    Can I invite you to come in and give me a presentation?

    Andy Gole - Founder of Urgency Based Selling®

    Very often, when a buyer reaches out to you, invites you in for the first time, it's a price check to find out, have they been buying well. Now, if a buyer called you and said, "Hey Bob, would you come in and spend 10 hours getting to understand my business, and then giving me a proposal so I could turn to Jane and beat the living heck out of her and get her price down," you wouldn't find that motivating. You wouldn't comply. So buyers are sophisticated. Here's what they do. 

    They call you on the phone and they say, "Bob, I know you've been trying to get my business for some time, I'm sure it's been frustrating, and you probably also know it's because Jane's my gal, she supplies me with the product you supply, but something's gone wrong in the last six months. Jane, she's not responding in a timely way to phone calls and there are unexplained charges on invoices. I think something's gone out of the relationship. Bob, I've heard great things about you in the marketplace. I think this is your year. Can I invite you to come in and give me a presentation?" 

    Now, that second presentation by a buyer, that sounded better to you, right? But it wouldn't be so good if the buyer took your proposal and used it to beat the living heck out of Jane. That's what we call the buyer's scam, and a critical question for you early in the selling process is, is this a real opportunity or is this the buyer's scam? Which is it? Would you like to know how to tell the difference? Give me a call.


    Learn more about Andy Gole and Urgency Based Selling®. 201-415-3447



  • The Pig Intestines Story | Andy Gole

    Do you know what sausages are packed in?

    Andy Gole, founder of Urgency Based Selling®

    Do you know what sausages are packed in? Typically, they're packed in sausage casings, pig intestines, so this is a pig intestine story, and also a story about a salesperson who trusted his gut enough to tell the prospect what the right thing to do would be. We call that the voice of moral authority. 

    This salesperson, he had been trying unsuccessfully to get an appointment with the buyer at this very big sausage company for many, many months. Finally, he just sent an email, unsolicited, to the buyer saying, "I got some great stuff to show you, I'm gonna be there Monday morning." He went there, it was a long drive. When he got there there was a guard gate, the guard asked him what he want. He said, "I'm here to see Jane, the buyer" and he got passed. Then he went into the office building, the receptionist said, "What do you want?" He said, "I'm here to see Jane, the buyer."

    After 40 minutes, Jane finally came down and she said to the sales person, "What are you doing here?" He said, "I'm here to solve your production problems." She said, "I don't have any production problems, what are you doing here?" He said, "I'm here to solve your production problems." She said, "How do you know? How do you know I have any production problems?" That gave him an opening to make a very compelling case about why our sausage casings were superior, and the outcome was we got to test of our product.

    The takeaway from the story is this, when you have enough self-belief in your product or service, you need to adopt sometimes the voice of moral authority where you strongly tell the resisting prospect, "Here is what you need to do." That's very often what moves the world forward.


    Learn more about Andy Gole and Urgency Based Selling®. 201-415-3447



  • The Proving Kit for Urgency Based Selling

    It addresses prospect skepticism & risk aversion.


    Andy Gole, Founder of Urgency Based Selling®

    When you open an opportunity, or get stuck in a selling process and really need to be entrepreneurial, the Proving Kit helps move the process forward.

    The proving kit does 2 things for the salesperson: first, it helps make the case as to why the prospect should do business with us. And second, it addresses the prospect’s skepticism & risk aversion.

    This kit includes hard hitting messages which invoke powerful visual metaphor to quickly and strongly make our case.

    It also includes proof statements like testimonials which have 2 key features: the before & after case, and the psychological journey the prospect takes in selecting you.


    Learn more about Andy Gole and Urgency Based Selling. 201-415-3447

  • The Standard Sales Call | Andy Gole

    Your step-by-step procedure for opening, developing & closing the sale.

    Helping salespeople be more entrepreneurial.

    Andy Gole, Founder of Urgency Based Selling®

    The Standard Sales Call is an important part of what makes Urgency Based Selling unique. 

    It's a replicable method to help salespeople achieve entrepreneurial outcomes in opening new accounts.

    The standard sales call has a step-by-step process with 3 components:

    1) opening the opportunity and warming up the prospect

    2) fact finding and 

    3) proving we meet the needs and closing.

    Its power is amplified by the right value system (for instance, a do or die attitude) and also by strong selling tools. 

    The Standard Sales Call provides a structure for implementing these essential contributors to the sales process.


    Learn more about Andy Gole and Urgency Based Selling. 201-415-3447

  • The Sunny Day Used Car | Andy Gole

    Have you ever bought a used car?


    Andy Gole - founder of Urgency Based Selling®

    Have you ever bought a used car? Do you remember what the weather was like that day? If you were like me, it was a beautiful sunny day. You visit the car lot, and there it is on the lot, the car of your dreams. It's beautiful. It gets great mileage. It has a sunroof, and it costs just the amount of money that you have in your pocket. 

    Now you're sweating a little bit, because it's a hot sunny day, and you're not only sweating because it's warm out, but this is a big decision for you. You look it over. It looks fantastic, so you buy the car and you drive it off the lot, and you couldn't be happier. 

    Now it's a few months later. It's not sunny outside. It's raining. It's raining cats and dogs. The lightening and the thunder are crashing. It's raining outside of the car, and you've probably guessed by now, it's raining inside of the car. You've got three inches of water in the driver's well. There were perforations in the sheet metal, rust. You're cold. You're wet. 

    How do you feel emotionally? In my case, I felt stupid. I had got took. Here's the wisdom. You may never have bought a sunny day used car, but every single buyer you face, has had their own version of a sunny day used car, and they're skeptical. The question is, how are you going to deal with their skepticism?

    Learn more about Andy Gole and Urgency Based Selling®. 201-415-3447


  • What Were They Thinking...a 7AM class? | Andy Gole

    There's a course you've been dying to take, for a couple of years, and it's only offered at 7:00 AM

    Andy Gole,founder of Urgency Based Selling®

    You're registering for your last semester in college. There's a course you've been dying to take, for a couple of years, and it's only offered at 7:00 AM, but 10:00 AM is early for you. What were they thinking? Maybe something like this happened to you, or someone you know; what would you do? Maybe you get up, you suck it up, you get up at 6 o'clock and you take the course. Maybe you stay up through the night, graveyard shift, take the course and then you go to sleep. If you were like me, you would try to get the university to change the time they offer the course.

    So you make an appointment to see the professor. You wake up in your dorm room, it's a reasonable hour, and all of a sudden you pause as you're getting dressed, and you wonder, "Am I crazy? I'm bucking the system." And the butterflies that start in your stomach are like a tsunami by the time you get to the administration building. You ride the elevator up to the 20th floor, walk to the professor's door. You hear her voice coming through the door, you have your hand on the door, and you freeze. You're paralyzed. 

    Aren't there moments, we're on the brink of great things, and fear chokes us? But not this time. You're bold, you push through the door, and now you're face to face with the professor. You take a moment to notice your surroundings. There are books on bookshelves lining the walls from the ceiling to the floor, you hear a bird cooing through an open window. The professor asks you, "How can I help you?" Now, what's gonna happen if you say to the professor, "This course you're offering is at 7 o'clock and I sleep to 10:00, do you mind changing the course so I could sleep late?" That's not gonna play well, right?

    So you look at it from her point of view, and you say, "You know, this course that's offered at 7 o'clock in the morning, my friends and I would like to take it, but it's too early. It's not a required course, and so, if you offer it at 7:00 AM you may not get enough registration, and the university will drop the course, and that's a bad thing. So how about changing it to a later hour, like noon?" And then you're quiet. You watch a range of emotions play over the professor's face. Interest, curiosity, incredulity, amusement. The bird outside the window stops cooing, as if it realizes the importance of the moment. And then the professor smiles, and she says, "You know, it makes sense." Wow, she changed the time the course is offered so you could sleep late. 

    So there are three takeaways to this story. First, anything's possible. If you put your mind to it, you can get it done. Second, bold vision, bold behavior. If you're not accomplishing something that's important to you, ask yourself this question: Were you bold enough with your vision? Bold enough with your behavior? Third takeaway, self reliance. If something's important to you, you have to take responsibility for getting it done.


    Learn more about Andy Gole and Urgency Based Selling. 201-415-3447


  • Why We Need a Battle Plan for Sales | Andy Gole

    As a society, we aren't great planners or project managers.

    Andy Gole, Founder of Urgency Based Selling®

    And yet, business development is typically a 3-12 month project. So when you mix a long term project with poor project management, you have a train wreck.

    The battle plan helps salespeople articulate the challenges they face and set a course of action.

    It helps salespeople identify the decision-makers, their urgent needs, and their risk factors.

    The Battle Plan calls on the salesperson to do a pre-mortem - identifying in advance of the sale, why they lost it - thereby increasing the likelihood of closing the sale.


    Learn more about Andy Gole and Urgency Based Selling®. 201-415-3447