7: From MD to Entrepreneur with Dr. Pranay Parikh | Creating Superfans with, Frederick Dudek

Summary

In the latest episode of “From MD to Entrepreneur,” we explore the power of cultivating superfans in business. Meet Frederick, an award-winning author, speaker, and top sales executive, who shares his expertise on sales. He emphasizes the effectiveness of sales and how to make it enjoyable.

During our discussion, we highlight building strong relationships and showing personal appreciation to team members. Frederick suggests thoughtful gestures like sending birthday cards to foster genuine connections. He also stresses staying top of mind with clients and partners, without solely focusing on selling. According to Frederick, this approach leads to long-lasting connections and contributes to business success.

We learn about Frederick’s transition from drafting to sales and his mastery of solution selling. He provides insights on agility in sales processes and understanding the emotional motivations of potential clients. Frederick shares remarkable experiences, including a record 30-minute $60,000 sale, which underscore the value of nurturing business relationships.

Listeners will gain insights into maintaining a vibrant team atmosphere and the importance of retaining and valuing employees. Frederick offers actionable guidance from his book—an action guide filled with steps and tools for creating superfans. He introduces the Superfans scorecard wheel for self-assessment.

For those who find sales daunting, Frederick provides reassurance. He urges individuals to focus on the value they bring to the table. Additionally, he shares personal recommendations for continued learning and professional development.

To conclude, Frederick encourages listeners to explore his book and resources at businesssuperfans.com. He invites them to connect through his newsletter for ongoing insights into building superfans and revolutionizing sales strategies.

Guest

Frederick Dudek, author of the renowned book “Creating Business Superfans,” is an accomplished sales and marketing executive with over 30 years of experience in achieving remarkable sales performance results in global business markets. With a successful track record in the SaaS industry and now in the interpretation and translation industry, Frederick brings expertise and insight to help businesses thrive. As the host of the up-and-coming Business Superfans Podcast and a sought-after speaker, he shares invaluable knowledge and strategies to propel organizations toward success.

Guest Contact

Superfans Success Tip

Bullet Points

Best Quotes

1. "One thing is sending an employee a birthday card, old fashioned card, through the mail with a gift card or something. It just changes the dynamics."
2. "It might be the only card that they got, but you'll get the text message that says, oh, my God, thank you so much for the card and the gift. It was so thoughtful."
3. "This is really the one thing that all businesses need. They need raving fans."
4. "The idea of superfans and why I called them that was if you think of a sports team and you think of the fans that have their faces painted and got the banners, the jerseys, the hats, those are superfans for that team."

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Episode Transcript

7: From MD to Entrepreneur with Dr. Pranay Parikh | Creating Superfans with, Frederick Dudek

Freddy D One thing is sending an employee a birthday card, old fashioned card, through the.

Dr. Pranay Parikh: Mail with the gift card or something.

Freddy D It just changes the dynamics. It might be the only card that they got, but you’ll get the text message that says, oh, my God, thank you so much for the card and the gift. It was so thoughtful. I mean, I get those every day. Those things make a big difference. And I do that with customers, I do that with business partners, because it’s a way of staying on top of mind without selling.

Dr. Pranay Parikh: Hi, and welcome to the from MD to Entrepreneur podcast, an inside look on how to become a physician. Entrepreneur Frederick is an award winning author, speaker, and top sales executive. In this podcast, we talk all about how to create superfans. You’ll enjoy how to do sales and how to make it fun and not something that you always dread.

: Hey, Frederick, how’s it going?

: It’s going good.

Freddy D Pranay.

: How about yourself?

Freddy D It’s going well.

Dr. Pranay Parikh: It’s going well. Very happy that we’re able to connect you. Talk about superfans. This is really the one thing that all businesses need. They need raving fans. So I’m super excited to be able to talk about how to get more of those. And it’s not only people that are going to buy your product, but it’s the right type of people, the people.

: That you want to work with.

Dr. Pranay Parikh: Oh, absolutely.

Freddy D The idea of superfans and why I called them that was if you think.

Dr. Pranay Parikh: Of a sports team and you think.

Freddy D Of the fans that have their faces painted and got the banners, the jerseys, the hats, those are superfans for that team.

Dr. Pranay Parikh: And if you think about it, is the team paying them for that?

: No.

Dr. Pranay Parikh: Are they making money off of the merchandise? Most likely, yes, in a big way.

Freddy D But these people are excited and they’re promoting, and they’re happy to have the bumper stickers and stuff to advertise a thing.

Dr. Pranay Parikh: So the idea came is, why can’t.

Freddy D A small, medium, or large size business turn their customers and their employees and their business partners into their own business.

Dr. Pranay Parikh: Superfans promoting that particular business? And I wrote a book on it.

Dr. Pranay Parikh: Awesome.

Dr. Pranay Parikh: That’s how the book came about.

Dr. Pranay Parikh: So for people that haven’t had a chance to check out the book, could.

: You tell us a little bit about yourself?

Dr. Pranay Parikh: Yes.

Freddy D I start off do the super executive version. I started off long time ago in the 70s doing drafting. And for those that remember the 1982 Ford Escort, I’m the guy that designed the spot wall guns that welded the body panels for that car, and I had to do a lot of 3d geometry to make sure that the weld tips went perpendicular. I got selected in a company to.

Dr. Pranay Parikh: Learn computer rated design.

Freddy D And after about a year working for the company, I learned about some opportunities to work for the actual software developers. And so I put together a resume. I got hired and I did training and software demonstrations and all that stuff. And then eventually I got into sales. The company was looking for people inside to become salespeople.

Dr. Pranay Parikh: I raised my hand and got picked.

Freddy D And I was very fortunate. I got six months of sales training.

Dr. Pranay Parikh: From some high end companies and I’ve.

Freddy D Been in sales since 1986.

Dr. Pranay Parikh: I’ve won some awards and I worked.

Freddy D Myself up to being in charge of global sales, where I was given, here’s the product description, and nobody knows about it, and go put it on a.

Dr. Pranay Parikh: Map and make sure it sells globally.

Freddy D And so I became known as the.

Dr. Pranay Parikh: Guy that kind of comes into companies.

Freddy D And takes a product or service and grows it.

Dr. Pranay Parikh: And that’s my story.

: And sales is something that a lot of us struggle with. And so how did you start learning sales?

Dr. Pranay Parikh: It’s not something they teach you in school. Where did you go to learn and.

: Kind of what is your foundation of being good at sales?

Freddy D Well, as I had know, I was fortunate.

Dr. Pranay Parikh: I got sent to schools.

Freddy D So I went through Wilson learning was a program. I went to Dale Carnegie and a couple other classes. I don’t remember the name off the top of my head, but some high.

Dr. Pranay Parikh: End programs that I learned sales aspects. And what I really learned was solution selling early on.

Freddy D But as I got better in sales, I evolved into looking where a company wanted to go in a few years. So I stopped selling the product I was selling. Basically when I really started to take off, I was selling manufacturing software.

Dr. Pranay Parikh: And at the end of the day, they all do the job.

Freddy D This one does that functionality better, that.

Dr. Pranay Parikh: One does this functionality better, but they.

Freddy D All get the work done, otherwise they wouldn’t exist. But where I differentiated myself is I would sit down with the owner of the company. It was a tool and die shop.

Dr. Pranay Parikh: For example, and talk about, okay, where.

Freddy D Do you want to see yourself in.

Dr. Pranay Parikh: A couple of years as the business?

Freddy D And what are some of the challenges.

Dr. Pranay Parikh: And how can you see technology help you?

Freddy D So I wasn’t selling anymore.

Dr. Pranay Parikh: I was really kind of talking about where they wanted to go and how tools, aka like software manufacturing software, would help them achieve that goal.

Freddy D And so we never really got into can it do this functionality and that functionality versus this guy functionality. Those were never part of the conversation. So there’s three types of salespeople.

Dr. Pranay Parikh: There’s a product salesperson that just sells a product.

Freddy D This is my widget, and this is what it is. There’s the guy that’s a solution selling, and then there’s the top guys I look at as basically consultative selling, where.

Dr. Pranay Parikh: They’Re talking about business strategies, and you’re just providing tools to accomplish those strategies.

: And do you think that you can.

Dr. Pranay Parikh: Sell the same thing with each of those different sales types, or does it.

: Depend on what you’re trying to sell?

Dr. Pranay Parikh: It’s good question.

Freddy D Depends on what you’re going to sell. Because there’s transactional type products. But at the end of the day, whenever you’ve walked into, let’s say, a best buy, and someone comes by to you and asks you about a tv.

Dr. Pranay Parikh: That you’re looking at, they usually try.

Freddy D To talk to you about, oh, you’re looking at this tv, great tv, blah.

Dr. Pranay Parikh: Blah, blah, instead of why are you looking at a tv?

Freddy D Do you have one? Is it you’re not happy about the existing one? What kind of movies? You want to know more about you, because the tv is a go. You can go LG, you can know Sony, you can know Samsung. There’s a multitude of different tvs, so they all provide video.

Dr. Pranay Parikh: But if you learn a little bit.

Freddy D About what that person’s objectives are, you.

Dr. Pranay Parikh: Can steer them the way you want to.

: Yeah.

Dr. Pranay Parikh: I tell our salespeople that if you get down to numbers and specifications, you’ve.

: Probably already lost a sale.

Dr. Pranay Parikh: Absolutely correct. Absolutely correct.

Freddy D Yeah, I never get numbers, is the.

Dr. Pranay Parikh: Last thing I talk about. And usually it’s when we’re signing up the paperwork.

Dr. Pranay Parikh: Yeah. Because people, aspect ratios and how many pixels and all that stuff. Can you really tell between 101,000 pixels and 100,000 pixels?

: You can’t, but people are putting up roadblocks along the way, and you’re trying to appeal to the rational mind.

Dr. Pranay Parikh: But the rational mind is not the one that makes decisions. Actually, the emotional mind is the one that makes decisions. Like, hey, if you have this tv, it’s going to say x about your lifestyle, that maybe you really care about your family.

: It’s big and it has good gaming.

Dr. Pranay Parikh: So you care about your son or something like that.

Freddy D But you got to ask questions. Like we said. Yes, you got to ask questions.

Dr. Pranay Parikh: As a CEO of a company, they’re interested.

Freddy D In basically three questions.

Dr. Pranay Parikh: What’s it cost me? What’s it going to do for me.

Freddy D And how much and how fast am I going to make my money back and what my profit is.

: Going to be. That’s it.

Dr. Pranay Parikh: They don’t care if it’s blue, green, purple, whatever. What’s it going to cost me?

Freddy D What’s it going to do for me? And then how long is it going to take me to make my money.

Dr. Pranay Parikh: Back and have a profit?

Freddy D Yeah.

Dr. Pranay Parikh: As a leader of a company, it kills me when people put me through this long sales process.

: Just tell me how much it costs and what I need to do.

Dr. Pranay Parikh: I’m ready to buy. Don’t put me through.

: Okay, now think about what impact this.

Dr. Pranay Parikh: Is going to make on your life. I understand sales. Don’t put me through this long sales process.

: I am ready to buy.

Freddy D They got to be agile. They got to be agile. As a salesperson, you have to be agile because you got to know, okay.

Dr. Pranay Parikh: You know what next? Shut up. Move on to the next thing.

Dr. Pranay Parikh: Yeah. I had this fitness coach that I tried to hire. I was like, hey, I’m ready to go. I’m ready to pay.

: And he made me fill out this 30 question questionnaire, and he’s like, it’s.

Dr. Pranay Parikh: Just to see.

Dr. Pranay Parikh: If you’re willing to.

Dr. Pranay Parikh: Do it right, if you’re motivated.

: I was like, if I’m giving you.

Dr. Pranay Parikh: This much money, I’m going to be motivated. But you’re right. You have agility, right? You can’t have the same sales process for everyone.

: So there’s people that are busy order.

Dr. Pranay Parikh: Decision makers, especially on kind of the lower rung of sales. It’s almost like a template, right? You’re going down this path when it’s almost like one of those. Remember those books where you had to.

: Pick a different way and you’re like.

Dr. Pranay Parikh: If you decide to go left, go to page 42.

: That’s what they need, not a template.

Dr. Pranay Parikh: Like.

: A flowchart that people go down.

Freddy D Well, absolutely. I remember years ago in Chicago, I.

Dr. Pranay Parikh: Was selling to a railroad car manufacturer.

Freddy D And we went through the engineering department. I was selling an engineering manufacturing software. And we got, okay, now we got.

Dr. Pranay Parikh: To go present to the CEO. Well, walk into this office.

Freddy D Huge office. He’s got the glass, I mean, I’ll never forget it.

Dr. Pranay Parikh: Glass wall.

Freddy D It’s got a helo pad right off outside the wall. So, you know, this guy is like big leagues. And he doesn’t even get up from his desk.

Dr. Pranay Parikh: He looks at us, looks at his watch and goes, you got five minutes. And shut up.

Freddy D And so I started my presentation because.

Dr. Pranay Parikh: I was up first, and I looked.

Freddy D At my watch and says, my five minutes are up. And I had wrapped up my conversation.

Dr. Pranay Parikh: He looked smiled, stood up, and he goes, okay. He continued the meeting because of the.

Freddy D Fact that I had enough wherewithal to recognize his five minutes and say my time was up. And I finished what I needed to.

Dr. Pranay Parikh: Say at the five minute mark.

Freddy D $150, $1,000 sale.

Dr. Pranay Parikh: Awesome. So you mentioned getting to know what the person that you’re trying to sell to, and that’s important, and it probably.

: Doesn’T matter exactly what you’re selling.

Dr. Pranay Parikh: How do you get to know what the person wants? Because a lot of times they don’t.

: Even know what they themselves want.

Dr. Pranay Parikh: Well, good question.

Freddy D And that’s a good segue into superfans, because what I’m going to share created.

Dr. Pranay Parikh: My first superfan, this guy named Bob.

Freddy D And I won’t mention his last name. He was in charge of a factoring company, a tool, and I.

Dr. Pranay Parikh: He was the IT guy.

Freddy D And as I got to know him, I started asking him what his aspirations know, just like I mentioned earlier, looking about a CEO where they want to grow their business. Okay, now he’s an IT guy. Where does he see himself in a couple of years? Well, it turned out that the company was looking to acquire additional companies, and he wanted to be the primary IT guy in charge of all the technology.

Dr. Pranay Parikh: In all the companies and sub companies, that this company was going in that direction.

Freddy D So I sat down and says, okay, let’s put out a plan and let’s help each other out. I need sales, and you need the.

Dr. Pranay Parikh: Technology to accomplish what you want.

Freddy D And then when he was going through a divorce, who was sitting having beers with them, listening to all his challenges?

: This guy.

Freddy D And he became my biggest business superfan because he would recommend other companies, he would provide testimonials, he would give me referrals of other businesses that needed our technology. He helped make my fastest sale, which.

Dr. Pranay Parikh: Was 30 minutes for a $60,000 sale.

Freddy D And the funny part is, back then, we had to carry big pcs and monitors and all that stuff. And so we had a big cart, and we were wheeling it into this company that I got referred by Bob. And the guy says, I don’t need to see any of this stuff because.

Dr. Pranay Parikh: Jack, the owner, told me, I need to get this.

Freddy D So what’s it going to cost me.

Dr. Pranay Parikh: And how fast can you get it?

Freddy D So the 30 minutes was putting together.

Dr. Pranay Parikh: The configuration of the stuff, and then.

Freddy D I used their fax machine to fax.

Dr. Pranay Parikh: The order to corporate, and it was.

Freddy D Done in roughly 30 minutes.

Dr. Pranay Parikh: And it was because my superfan referred.

Freddy D Me and it was a done deal.

Dr. Pranay Parikh: Because superfans are basically selling on your behalf. And that’s the important aspect of it.

Dr. Pranay Parikh: And so it’s not something. There’s no trick, there’s no thing to say. This is a relationship that’s built up over time, and that’s so important these days.

: We’re always looking for the quick hack, a quick tip on how to shortcut.

Dr. Pranay Parikh: A lot of this stuff, especially this first relationship, and probably most of them.

: Were years in the making.

Freddy D Well, it’s years in the making, but it can also be really short because.

Dr. Pranay Parikh: See, one of my quotes in the.

Freddy D Book, so I’ll hold it up so.

Dr. Pranay Parikh: People can see it.

Freddy D But one of my quotes in the.

Dr. Pranay Parikh: Book is that human beings, irregardless of.

Freddy D What color, what religion, anything, stuff, it doesn’t matter, will crawl through broken glass for appreciation and recognition.

Dr. Pranay Parikh: Tell me I’m wrong.

: Yeah.

Dr. Pranay Parikh: It’S funny. Well, not funny, but surprising what people remember, especially when you’re gratitude. Remember one of my last days at a hospital I worked at, a nurse gave me a bottle of wine and said I was so nice to her because I work nights. And most of the times when nurses call doctors at nighttime, they’re not very happy about it. But she was like, oh, you walked me through it, and you were so nice about it.

Dr. Pranay Parikh: For me, it was just another recognition and gratitude.

Dr. Pranay Parikh: And she remembered it for years.

Dr. Pranay Parikh: Yeah, that’s why I say people will.

Freddy D Crawl through broken glass for appreciation and.

Dr. Pranay Parikh: Recognition because they don’t get it.

Freddy D Somebody does a little something extra, people.

Dr. Pranay Parikh: Take it for granted.

Freddy D And one of the things that I talk about in the book is the.

Dr. Pranay Parikh: Fact that there’s people that talk about customer engagement, customer retention and all that stuff, and they’re experts in it.

Freddy D But if you stop and think about.

Dr. Pranay Parikh: It, that’s really a silo, because it’s.

Freddy D Not all aspects of the business.

Dr. Pranay Parikh: It’s one aspect. It’s the same thing.

Freddy D When people talk about employee motivation, engagement.

Dr. Pranay Parikh: And retention, that’s really another silo that they’re talking about, because it’s not how businesses really operate.

Freddy D And nobody ever talks about complementary business alliance partners, as I call them. And a simple example is a painter.

Dr. Pranay Parikh: And a flooring guy. They go together, but in reality, in business, they’re all intertwined.

Freddy D Because if your employee isn’t taking care of your customers, your customers aren’t happy.

Dr. Pranay Parikh: It doesn’t matter what you do.

Freddy D If your employee is the painter who goes to do the flooring guy’s referral and does a poor job painting, now it looks bad on the flooring guy for recommending you and also bad on your company.

Dr. Pranay Parikh: So that’s a double negative.

Freddy D So they’re really all intertwined. And what I talk about in business Superfans, is really how to convert those people into business. Superfans for your business, that are happy to promote your business, that they tell all their friends and family members about the business because you’ve recognized them on.

Dr. Pranay Parikh: A birthday, you sent some kind of appreciation.

Freddy D You expressed gratitude for something that they’ve done. The unexpected extra where they go above.

Dr. Pranay Parikh: And beyond, those are really important things that in turn motivate people.

Freddy D And now they want to be sharing.

Dr. Pranay Parikh: And talking about your business because they’re excited. They feel worthy of it.

Dr. Pranay Parikh: You mentioned it all being kind of a coherent or holistic strategy. Could you talk about some of the things that you’ve seen in your experience for making superfans out of your employees? Because one of the biggest issues right now is keeping people and bringing on.

: New people in terms of hiring.

Dr. Pranay Parikh: Very good question. So a couple of things.

Freddy D One is people need to do a.

Dr. Pranay Parikh: Better job of recognizing their team, because.

Freddy D Bottom line is, no employees, no business.

Dr. Pranay Parikh: I don’t care who you are.

Freddy D Yeah, you started the business yourself, blah, blah, blah. But now you got to a level that you have to have a team that support the business. And if the team walks away, you’re out of business.

Dr. Pranay Parikh: End of story. Just like that.

Freddy D So one is appreciation, showing gratitude to.

: Them.

Freddy D Recognizing them in front of everybody.

Dr. Pranay Parikh: So.

Freddy D If I turn around and says.

Dr. Pranay Parikh: Pramar, thanks a lot, really appreciate your.

Freddy D Effort on this particular thing that you did for me.

: All right.

Dr. Pranay Parikh: You feel good, right? I recognize you now.

Freddy D However, if I change it and says.

Dr. Pranay Parikh: Hey, everybody, I want to take a.

Freddy D Minute to recognize Pramar here. He was really helpful and really important in all this particular project, and he really worked his butt off. And I want everybody to thank him for his contribution to make this project a success.

Dr. Pranay Parikh: How do you feel night and day?

: Difference.

Dr. Pranay Parikh: You edified that person and make them feel wow.

Freddy D In front of everybody.

Dr. Pranay Parikh: And what you’ve just done is not.

Freddy D Only make that person feel really good.

Dr. Pranay Parikh: You just made the whole team realize that, wow, they really care about us. I want to be that next guy.

Freddy D And it changes the mindset just like that into where everybody’s going, like, wow, that was really cool.

Dr. Pranay Parikh: This is a cool company, and it just catches.

Freddy D And once you get that vibe going, then it’s your job to keep the flame going so that everybody’s fired up and everything else. So it’s taking time out for someone’s birthday and having lunch brought in and.

Dr. Pranay Parikh: Recognizing the person for their birthday, posting.

Freddy D Something, that posting on social media, that that employee was a contributor to a particular project or helped make something successful, those kind of things. We’ve lost a little bit of that over time. I see a lot of companies have moved into, well, I gave them a.

Dr. Pranay Parikh: Job they should be grateful to have done.

Freddy D I’m sure you’ve run into companies like.

Dr. Pranay Parikh: That, and that’s not a good environment.

Freddy D The environment is where there’s synergy and energy and everybody is working together, and it’s not, oh, man, it’s lunchtime. I got to take my break, or I got to take my. It’s break time.

Dr. Pranay Parikh: Talk to me after the break.

Freddy D The mindset changes. Wait a minute. All right, what do you need? I’ll take the break later. Because it’s got that energy.

: Yeah.

Dr. Pranay Parikh: And there’s no cost to that. Right. It was just changing your mindset a.

: Little bit and encouraging people to do better and do good.

: Yeah.

Freddy D But again, you got to appreciate, got to recognize, got to express gratitude, got to say thank you.

Dr. Pranay Parikh: And it can’t be artificial because artificial is see through. People see through it.

Freddy D They’ll feel it. They’ll know it’s just bs. But if it’s genuine, says, really appreciate you spending working last night on this particular project.

Dr. Pranay Parikh: I’ll share a story real quick.

Freddy D And this is where I learned it.

Dr. Pranay Parikh: From, is we were preparing for a.

Freddy D Large demo of a particular product.

: For.

Freddy D A particular company and showing how the software would design their product. So we were making sure.

Dr. Pranay Parikh: So we were like, about midnight, we’re still at the office because the demo is next day. Our manager came in with pizzas and beer and sat with us, had pizzas.

Freddy D And had us all have a beer with them. And true story. I know the guy. Tom V is his name.

Dr. Pranay Parikh: And we were just floored.

Freddy D I was like, here he is. Spent 45 minutes with us, and then told us, okay, you guys, don’t stay up too late, but I know you guys will.

Dr. Pranay Parikh: But blah, blah, blah.

Freddy D We did the demo the next day, and when the demo was done, it was like a Thursday. Goes, all right, I’ll see you guys Monday.

Dr. Pranay Parikh: What do you mean?

: You guys deserve it.

Dr. Pranay Parikh: Get out of here.

: Go. Bye.

Dr. Pranay Parikh: And I still talk about it today.

Freddy D And that had a profound positive impact, and that’s how I’ve treated my team.

Dr. Pranay Parikh: Members in the same fashion, and that’s.

Freddy D Created superfans of my employees about my management style.

Dr. Pranay Parikh: Yeah, we just finished a deal recently. We do real estate, and we buy big apartment complexes. I made a video thanking everyone, but.

: Not just by name, but what specifically.

Dr. Pranay Parikh: They added to each product and the difference that it made for us. Right. So one person handled all the customer service and how thankful we were that.

: They were able to get all these.

Dr. Pranay Parikh: Emails answered so quickly and so on. And we also did, I called it dessert hour because not everyone drinks, so we didn’t want to do happy hour. So we ordered pies and cakes for everyone.

: And our team is fully remote, so.

Dr. Pranay Parikh: Everyone just hung out for an hour virtually.

: And everyone loved it.

Dr. Pranay Parikh: Oh, sure. Yeah.

Freddy D One things is sending an employee a birthday card, old fashioned card through the.

Dr. Pranay Parikh: Mail with the gift card or something.

Freddy D It just changes the dynamics. It might be the only card that they got, but you’ll get the text message that says, oh, my God, thank you so much for the card and the gift. It was so thoughtful. I mean, I get those every day, so those things make a big difference. And I do that with customers.

Dr. Pranay Parikh: I do that with business partners because.

Freddy D It’S a way of staying on top.

Dr. Pranay Parikh: Of mind without selling. You don’t need to always be selling. You always need to be closing, but you don’t always need to be selling.

Dr. Pranay Parikh: The more communication you can have, especially.

: When you don’t have anything to sell.

Dr. Pranay Parikh: Especially when the customer has nothing to.

: Give know that’s creating an authentic relationship.

Dr. Pranay Parikh: And you’re then people. When you do reach out and you do need something, people are not going.

: To feel like Joe.

Dr. Pranay Parikh: Joe just always reaches out to me when he needs know. You all have people like that in your life, but when there’s one of your friends that just keeps giving and giving and giving, when they do need.

: Something, you’re happy to help them out.

Dr. Pranay Parikh: Absolutely.

Freddy D Totally agree. What goes around comes around and comes back ten times.

Dr. Pranay Parikh: So it’s always what you sow is what you reap.

Dr. Pranay Parikh: So, Frederick, say someone’s read the book, but maybe they skimmed it and they’re trying this out by themselves. What are some common mistakes that you’ve seen people that probably want to try to do this, but maybe they just.

: Did it wrong by implementing it?

Dr. Pranay Parikh: Well, excellent question. In the book, each chapter, when you.

Freddy D Get to the end of a particular.

Dr. Pranay Parikh: Chapter, there is a section which basically.

Freddy D Calls, you can’t see it, but there’s a section here that gets into how.

Dr. Pranay Parikh: Do you rate yourself on a scale of zero to ten for that chapter?

Freddy D The difference also that I did is.

Dr. Pranay Parikh: The book is really designed to be an action guide.

Freddy D So that’s why I call it, it’s a playbook because it gives you the steps and the recommended tools for each.

Dr. Pranay Parikh: Chapter on what to use and how to do it. Then when you score yourself, you go.

Freddy D To.

Dr. Pranay Parikh: What we call the Superfans scorecard wheel. It’s a dartboard and you take the.

Freddy D Numbers and it’s all the chapters. So gratitude, prospecting, follow up, thank you, birthdays, appreciation, recognition, retention, the unexpected reviews and referrals, and you start dotting where.

Dr. Pranay Parikh: You’Re at and then you connect the dots. And most likely most people have a dilapidated wheel. It’s not exactly perfectly round.

Freddy D Well, then in here, and this is a free thing that you can get off of the businesssuperfans.com website.

Dr. Pranay Parikh: It’s also in the book, but this.

Freddy D Is the bigger version. You can read it because the book.

Dr. Pranay Parikh: Makes it kind of small, but then.

Freddy D It tells you steps to do and there is a guide of what you need to do. So action steps, who’s responsible, deadline, resources.

Dr. Pranay Parikh: Barrier, and the results of that all into here.

Freddy D So to help you improve your score. So the whole thing is designed to really not just be something that you.

Dr. Pranay Parikh: Read and go on a great book.

Freddy D Put it on a shelf and you never pick it up.

Dr. Pranay Parikh: It’s going to be, oh, great book.

Freddy D What do I need to do for appreciation? And whether it’s a customer, an employee or a business partner, it’s all in that one chapter. So it’s also designs. Where was that section? No, I want to improve my thank you.

Dr. Pranay Parikh: I go to the thank you chapter.

Freddy D I mean, it’s not what they’re called.

Dr. Pranay Parikh: But the thank you chapter is.

Freddy D Thank you builds a bond of trust, appreciation, create an environment of appreciation, give.

Dr. Pranay Parikh: Them what they crave, recognition. And so each chapter contains everything you need to do. And then also I’m launching the business.

Freddy D Superfans accelerator community where people will be able to reach out to me and I’ll be basically keeping them accountable to help them accomplish just what you said. How do people do? And they’re not sure.

Dr. Pranay Parikh: Well, they’ll be able to reach out to me directly and I’ll guide them.

: Frederick, you’ve been doing sales for a while, and for a lot of doctors, especially doctor entrepreneurs, sales is scary.

Dr. Pranay Parikh: What is your advice to someone that’s starting to do sales? Maybe they have a product or service.

: They know it’s good.

Dr. Pranay Parikh: Their goal is to help as many people as possible.

: What would your advice be to a young person just starting their sales career?

Dr. Pranay Parikh: In the medical field?

Dr. Pranay Parikh: Yeah, in the medical. Say they’re a coach, so they’re medical doctors, but they have something outside of medicine. So maybe they’re a coach, maybe they have a book, and they got to start selling it to publishing agents. Just having to go out and sell.

: Themselves or their product, it’s really.

: Focus.

Dr. Pranay Parikh: On the value that you’re going to bring.

Freddy D That’s really the bottom line. For example, the language and interpreting that.

Dr. Pranay Parikh: The company I work with, we’re creating a bridge of communications with people that.

Freddy D May not be English proficient. So we help them communicate with agencies and get services and all that stuff. So it’s really in that sale, the.

Dr. Pranay Parikh: Way I approach it is imagine the.

Freddy D Audience that you could gain if you.

Dr. Pranay Parikh: Could have a means to communicate with.

Freddy D The limited speaking english people. And all of a sudden they go, well, yeah, that could grow a whole nother area of my business. Well, here’s a vehicle that, using a smartphone, you can get to a live interpreter and get connected to one in less than 30 seconds through the service that we offer.

Dr. Pranay Parikh: How could you see yourself utilizing that? And now you get the person to start selling themselves on why and how that would benefit. That’s really the art of it.

Freddy D If you’re dating and you got the pretty girl and you’re chasing her, what is she doing?

Dr. Pranay Parikh: She’s running away from you.

Freddy D If you stand there and provide, you.

Dr. Pranay Parikh: Make yourself attractive, she’s coming towards you. So the same thing in sales, provide.

Freddy D The value and how this is going.

Dr. Pranay Parikh: To impact them in a positive way and then get them to start selling themselves on.

Dr. Pranay Parikh: Is there a part of the process where you bring in the pain points? Because a lot of people, when they talk about sales, they try to think about what are the negatives, what is happening right now, or what can happen.

: Bad in the future if you don’t buy the product.

Dr. Pranay Parikh: Well, you can bring up pain points.

Freddy D But you want them to bring up the pain points. You don’t want to bring up the pain points. You want them to recognize and bring.

Dr. Pranay Parikh: Up the pain points.

Freddy D So, okay, imagine an.

Dr. Pranay Parikh: Imagine is a very powerful sales word.

Freddy D Because it gets them into that mindset. A lot of salespeople use that word.

Dr. Pranay Parikh: But it really should be used a.

Freddy D Lot more because it changes the dynamics of the conversation because you’re no longer selling. You’re getting them to, like you said earlier, people buy emotionally, so you get them to think about it emotionally.

Dr. Pranay Parikh: So imagine my companionette, girlfriend, companion, et cetera.

Freddy D She sells hearing aids over the phone, and she uses the word imagine her. And I’ve talked, and she uses that strategy. And it really is just imagine you.

Dr. Pranay Parikh: Being in a crowd and how would.

Freddy D It be like to be able to hear what other people are saying without.

Dr. Pranay Parikh: Having to read lips and all that stuff? And they go, well, yeah, that would be terrific.

Freddy D Well, what else would that help benefit you?

Dr. Pranay Parikh: And the negative points really don’t necessarily.

Freddy D Need to come up because they’re coming.

Dr. Pranay Parikh: Up with all the reasons why it would help them.

: Yeah, love it.

Dr. Pranay Parikh: So one last question I ask everyone. If there was something that you wish you would have spent more time or money in when you first started sales.

: Or entrepreneurship, what would that be?

Dr. Pranay Parikh: Good question.

Freddy D If I’d spend more time, it would.

Dr. Pranay Parikh: Probably be learning more and taking additional sales classes and staying current.

Freddy D Staying current, I think, is important because.

Dr. Pranay Parikh: Things change much faster. And don’t be afraid of change and don’t get stuck into.

Freddy D If you’re using one tool to manage.

Dr. Pranay Parikh: Your sales process and there’s a better tool that comes along, jet, send the old one, pick the better one because.

Freddy D It’S going to pay you dividends much faster. And that took me a little while to grasp.

Dr. Pranay Parikh: And your thing that I’d say that was, I’ll share one last quick story which will make the point is when.

Freddy D I first started in sales, all I had to do was get this company to resign the lease on this technology.

Dr. Pranay Parikh: That they were using.

: That was it.

Dr. Pranay Parikh: That was my job.

Freddy D I went there, they started asking me questions about different competitors and all that stuff. And all I did was talk about.

Dr. Pranay Parikh: All the negative stuff of all the competitors, and I lost the sale. And they were an existing customer for several years. And my district manager was not happy.

Freddy D With me and made me go get.

Dr. Pranay Parikh: The equipment myself and bring it back as punishment. But I had the wherewithal to ask the company.

Freddy D And basically they said, why did they pick a competitor?

Dr. Pranay Parikh: He says, well, you never said anything good about your company. The competitor talked about, yeah, you’re a great company, but here’s how we can.

Freddy D Solve some of your problems. And all you were doing is all.

Dr. Pranay Parikh: The negative stuff and all the pain points. And so I learned that fortunately in.

Freddy D My career, I learned it early on.

Dr. Pranay Parikh: So if I could share anything is don’t do that.

Dr. Pranay Parikh: Is there two questions? Is there any sales, of course, your book, but any other sales trainings that you would recommend?

: And number two, how do you stay current now?

Dr. Pranay Parikh: I highly recommend Dale Carnegie.

Freddy D It’s a great program. I took the public speaking and relations.

Dr. Pranay Parikh: Program, which really, as an engineer, which.

Freddy D Is what I was years ago, I never spoke in front of anybody. I never spoke to anything. So that really changed me. And so I highly recommend that program and also the management one. If somebody’s in management, they got a great management program, which is different than.

Dr. Pranay Parikh: What you learn in a lot of other places, really.

Freddy D It’s managed by objectives.

Dr. Pranay Parikh: And you get that person or employee to create their own goals and objectives for their job, and then you just hold them to it because they’re the ones that said, this is how I.

Freddy D Plan on doing this and I want to accomplish this.

Dr. Pranay Parikh: Okay, we’ll write this down.

Freddy D We’ll tweak a couple of things to fit what the company needs.

Dr. Pranay Parikh: But now I’m going to keep you.

Freddy D Accountable to what you said you want to do.

Dr. Pranay Parikh: That’s my job. It makes it easy and they own it.

Freddy D And how do I keep current?

Dr. Pranay Parikh: I’m always reading stuff.

Freddy D So you’ve always got to be researching and finding different tools and such. And like I said earlier, if you’re.

Dr. Pranay Parikh: Using a CRM, you should take a.

Freddy D Look and see what every so often, take a look at what else is out there, because all of a sudden you might find out that there’s a.

Dr. Pranay Parikh: Newbie that may not be well known.

Freddy D But they got really cool ideas and that might be the way to go.

Dr. Pranay Parikh: Because it’s ahead of its curve.

Freddy D So I incorporated AI software a long time ago because that was where technology.

Dr. Pranay Parikh: Was going and I was ahead of the curve.

: Awesome.

Dr. Pranay Parikh: Well, Frederick, thank you so much for your time.

: I really appreciate it.

Dr. Pranay Parikh: I appreciate it.

Freddy D And again, thank you for the opportunity to chat, and it was a pleasure. And if anybody’s looking for more information on the book, they can go to businesssuperfans.com.

Dr. Pranay Parikh: That’s business superfans.com.

: Awesome.

: Thank you.

: Bye bye.

Dr. Pranay Parikh: Thank you for listening. If you have any questions or would like to follow me, please sign up for my newsletter@frommd.com.

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