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Book Report: What You Know About Selling Is Not True, by Owen Van Syckle, with Erik J. Olson

Episode #1344

Have you read the book What You Know About Selling is Not True by Owen Van Syckle? In this episode, Erik shares the takeaways he found in this book.

October 3, 2022

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Episode Transcript

Erik J. Olson (00:00):

Book report, What you know about Selling Is Not True by Owen Van Syckle. What is Happening? This is Erik J. Olson. You know, pretty much every time I read a book, I’ll give you like a book report on Journey to $100 million, and this time has no exception. So this one here was written by a friend of mine named Owen Van Syckle. Now Owen is my financial advisor. He’s my fiduciary financial advisor. He is also a sales coach. He’s been coaching people like me, business owners, business folks, on how to more, how to more better, how to better sell. And he provides just a lot of guidance around a lot of training and a lot of experience. So he wrote a, he wrote on the inside cover when he gave this to me. Erik, I hope something in this book will be profound, personally or professionally.


Change beliefs equals sales acceleration. Owen, there are a lot of good takeaways in this book. Now, Owen said that this book would take about an hour for me to read. I’m not that fast of a reader, to be honest with you. So I spread this out over like, hmm, I hate to say it, but probably about a week. I usually read about half an hour every morning. So even though it’s 85 ish pages, really small fonts, Owen <laugh>, really small, really packed in there. It, it took me a lot longer than anyone thought. I don’t know who he thinks I am as far as the speed reader, but one of the really interesting things that I got from this, like right off the bat, he talks about the fiscal selling year, I think is the phrase that he uses. Let me double check now as I’m looking for it, I’m gonna kind of explain what it is.


Yeah, fiscal selling year. Now in the fiscal selling year, he says, Look, you, you probably shouldn’t consider your fiscal selling year the same as the calendar year. Now, here’s why we all know that January 1st, people are like, All right, I wanna make a difference in my life and I wanna go at it hard, right? Things are gonna be different. I want to, I’m gonna get on a diet I’m gonna work in my relationships. And then like a week later they’re like, Yeah, whatever. Give me a beer and pizza, right? And so most people project everything that’s related to business around the calendar year. And, and Owen makes a really strong case that you should be focusing on a fiscal sales year, which is separated from the calendar year. And in particular, you need to be on your game in the fourth quarter. All right? So this is the big difference. Fourth quarter, let’s think about the fourth quarter. So we’re talking about October, November, December, right? And what do you associate with those months? October, November, December? Well, if you’re like most people,

Erik J. Olson (02:58):

You associated with Halloween, Thanksgiving, Christmas, New Year’s Eve, basically a whole lot of downtime and a whole lot of vacation time. And what he says is, you’ve gotta break that habit, man. So here’s why. Like if you are busting your butt, if you are really at it in the fourth quarter as a salesperson, you are setting yourself up for the entire year. Because everybody else, the entire sales world, they’re not doing that. They’re taking it easy. They’re burning up their pto, and you don’t wanna do that. So the first big recommendation that he has in this book, which is worth reading the whole book for, is that you should focus on focus your sales in particular, really around the fourth quarter. Now, the second big thing, and I already knew this cuz I work with Owen, but is this chart here. So if you’re watching the video, you’ll see it.


If not, I’ll explain it. And it’s a chart that talks about like how you get results. Now, in order to get results, the very first thing is you have to have the beliefs that are going to allow you to get results. So beliefs are your values, judgements, interpretations, assumptions and attitudes. So your beliefs directly feed into the next thing in this circle here. And the last thing in the circle, by the way, is results. So your beliefs, what you believe, like how much time can I get with a prospect? Why would they buy from me? Why is this valuable? Is this, if you have a belief that you don’t have a valuable product, or if you have a belief that like you can’t get a prospect’s time, or if you have a belief that you can’t charge more than the absolute minimum for your product, that’s a belief that’s gonna affect your behaviors.


So beliefs lead to behaviors. Your behaviors are your styles, your openness habits, skills, practice and actions. Your beliefs affect. Actually what he literally says here is your beliefs determine your behaviors. Now, that’s the second out of four things in this circle here. Next we have relationships. So your beliefs affect your behaviors, your behaviors influence your relationships. Now your, when you talked about relationships, he’s talking about things like trust, rapport, collaborations, sharing and connections. So beliefs determine your behaviors, your behaviors influence your relationships. And the very last thing is your relationships affect your results. So beliefs, behaviors, relationships, results, and guess what? Results reinforce your beliefs. So how many times if something like this happened, you’re like, Man, I don’t know if I, I I don’t, I don’t believe I can sell this thing for a thousand bucks.

Erik J. Olson (05:57):

But you go through the cycle and the client’s like, oh thousand bucks. Nah, that’s a deal. No big deal, right? I’ll take it, I’ll take two of them. And all of a sudden you’re like, Holy shit. Like, wow, I, I thought I didn’t, I didn’t think that was possible. But once you get a result like that a thousand dollars result for something you didn’t think actually would happen, it changes your beliefs, right? Why would you still believe that there’s no way I could sell this thing for a thousand bucks when either you did it or you saw someone else do it. So if, if, if your client was like, ah, yeah, a thousand bucks no biggie, I’ll take two of them, then you would automatically, or you should, you start, you should start to believe that a thousand dollars may not be enough. And certainly a thousand dollars is a really good deal.


And if you believe that a thousand dollars is a great deal, guess what? It’s gonna affect your behavior because instead of you on the phone being like well it’s it’s, it’s, it’s, it’s a thou, it’s a thousand bucks. You’re gonna be like, Oh, it’s a thousand bucks. Oh, and it’s well worth it. Oh, you’re gonna get 10 times the results, right? So your beliefs affect your behaviors, which lead to the relationships, how good relationships are, and your relationships lead to results. So imagine if you had that cycle going all the time where you were having some wins with results and it reinforced your beliefs, behaviors, relationships, results, back to beliefs. Very powerful, very powerful. So we referenced that a lot. The beliefs, behaviors, relationships and results here at Array Digital quite a bit. So anyways, Owen, good job on the book, man. I appreciate it.

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About The Hosts

  • Erik J. Olson is an award-winning digital marketer & entrepreneur. The Founder & CEO of Array Digital, he is also the host of the Journey to $100 Million Flash Briefing and daily podcast, and the organizer of the Marketers Anonymous monthly meetups.

  • Kevin Daisey is an award-winning digital marketer & entrepreneur. He started his first company when he was just 23, and is the Founder & CMO of Array Digital. Kevin is the also the co-host of the Journey to $100 Million Flash Briefing and daily podcast, and the co-organizer of the Marketers Anonymous monthly meetups.

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© Array Digital LLC