Jason Cutter Interview - Authentic Persuasion in Sales
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How does a marine biologist with secret clearance through the US State Department become a top expert and trainer on sales strategy and scalability? Well, my guest today on the podcast is Jason Cutter. He's the author of Reasons Not To Focus on The Sales Experience, along with other books. We're going to talk about using authentic persuasion to go from order-taker to quota-breaker.
David Avrin: hey thanks and welcome to the podcast today, once again, if you want to watch the video version go to my website at David Avrin calm it's on YouTube as well, of course, we're on all of the audio platforms.
David Avrin: I got great hair today, so I think it's a good time to watch the video version but it's up to you, I have a colleague who.
David Avrin: They did the analytics and most people.
David Avrin: Listen to their podcast on their ear pods which was interesting and they came to recognize that most people are like in the gym on the treadmill or something like that I was kind of interesting today we're going to talk about sales.
David Avrin: You know, as they say nothing happens until somebody sells something people put a lot probably far too much faith in their passion.
David Avrin: Or the assignment cynic says that you've got to know your why which I don't really agree with, I think he's awesome, but I think I think you have to know their why.
David Avrin: Right, you have to know what's important to them, I don't think people buy from you, because you're passionate about something.
David Avrin: they buy from you, because they need something, and you can fill that need better than others so i'm excited to talk to Jason Cutter today I will let me read his quick bio then we'll say hi officially.
David Avrin: he's the CEO of cutter consulting group it's a mindset and scale he's a mindset and scalability expert.
David Avrin: And even though he didn't have a sales upbringing or background we're going to learn more about that he knows what it takes to be successful in sales.
David Avrin: and build profitable teams he's got books podcasts he works with clients and focus on helping them close more deals make more money produce produce scalable results and we'll talk more specifically about the other books that he has Jason thanks and welcome to the show today.
Jason Cutter: I am super excited David thanks for having me and, yes, for everyone, make sure to watch the video david's hair is.
David Avrin: spot on that's all i'm saying that's why I was saying, you know.
Jason Cutter: Definitely don't watch it for me, but watch it for Dave.
David Avrin: Oh no handsome men on the show today, we will talk about hair anymore.
David Avrin: let's talk, first of all, tell me about your background, as I was reading in and saw some of your podcast and other things as well this background and marine biology.
David Avrin: I want to hear about your your your clearance your top security clearance and what led you to all of this and we'll talk more in depth for audience.
David Avrin: about some of the things that are that are working today about why we should not focus on the sales experience but give us a little bit about your background first.
Jason Cutter: yeah so like you mentioned, I have a bachelor's degree in marine biology from uc Santa Cruz, I spent years tagging sharks in and around that area and the the punch line statement about my childhood relative to people is that at one point I was the 19 year old standing on a 21 foot boat.
Jason Cutter: guarding the bait so the sharks didn't need it we're being surrounded by 318 foot Great White sharks at the time, and that was still a better smarter safer choice than dealing with humans in my mind.
David Avrin: yeah I think many entrepreneurs would feel the same.
David Avrin: Oh, and was there, an Epiphany what was what was the cheat you lose a limb.
Jason Cutter: No, no, no, I I kind of I had an inkling and a desire to have some cool non life threatening shark bite scar that I could take with me, but you know it's tough to like really plan that accordingly, so I never really.
Jason Cutter: know I mean i'm you know my two loving parents they're still together, to this day, my mom was a banker and in finance before she retired my dad was an engineer, and then move this way up before he retired.
Jason Cutter: So I have to analytical parents my mom as a banker and just what she saw it hated sales people still hates gross sales people, but she.
Jason Cutter: appreciates the one who do it right so she hated that I was also shy awkward bullied late bloomer only child that didn't fit in anywhere and so that combination led me to anything but careers, with people.
Jason Cutter: I fought it for a while, but it turned out, I got a job at a restaurant as a buzzer and turned out Okay, I was Okay, with people, and then a server.
Jason Cutter: Still wasn't sure what I wanted to do marine biology didn't go anywhere, because I needed more school and I decided not to do that one thing led to another, I was in Seattle doing tech support.
Jason Cutter: While that was still a thing in the US realized that wasn't my thing and then at 27 I fell into something that is sales.
Jason Cutter: But it was the mortgage business 2002 which at that time with the real estate boom and interest rates, it was pure order taking we joke about you don't even have to show up much.
Jason Cutter: And you're going to make six figures, so I learned nothing about sales, even though I was in a sales role I just saw it as helping people and for years, I even now I don't think of what I do a sales because sales to me is still that dirty word that people don't like.
David Avrin: To work.
David Avrin: In back in the day shift.
David Avrin: Right and back in the day, you were probably like this is so easy I have so nailed this it's like parents with their first kid.
David Avrin: And the first kid is just perfect and they see somebody else, where the kid was crying they're going Oh, they clearly don't understand what we do when did it hit you that it wasn't as easy as shooting fish in a barrel.
Jason Cutter: So I was in the mortgage business for a few years, still things were raging, and I was like this is boring and unfulfilled and I don't enjoy this and people around me are like are you stupid like you're walking away from.
Jason Cutter: gold mining when there's a gold rush and i'm just like yeah this doesn't feel I don't enjoy helping people get into large amounts of debt it's just me.
Jason Cutter: I don't enjoy it I don't think most people should do it, I don't think it's.
Jason Cutter: responsible for so many reasons, and I was like.
Jason Cutter: yeah i'm not interested, so I went into business with a friend of mine, and we were helping people who are in foreclosure about to lose their houses try to help keep their house save their house.
Jason Cutter: sell it before you know anything but the share of coming at 10am to kick them and their stuff out.
Jason Cutter: that's when I realized that should be easy I should be easier than anything, because that person wants help or they're going to be homeless.
Jason Cutter: Then what I realized is no that person is deeply addicted to their house and their habits and their behaviors and that if they haven't fixed it by now.
Jason Cutter: that's a hard one and that's when I started studying persuasion studying even addiction things and how do you get someone to that first step is admitting you have a problem and that's when I realized like okay that's.
Jason Cutter: I still didn't call it sales, because I thought sales was gross but i'm like Okay, this is effort.
David Avrin: Most people look at sales that way, or you hear sales and you think the guy with the.
David Avrin: The white belt and the white shoes and the Plaid jacket saying what's it going to take to get you in this car.
David Avrin: Tell me about when when you started doing this more effectively what were the Aha moments, and how did that manifest in some of the sales work that you did.
David Avrin: And the teams that you work with because you actually I mean you're you're humble in that you don't have a formal background or training, but you can sales for a long time.
Jason Cutter: I I have and it's interesting because as i've gone into various roles in leadership at first being pushed into it just against my will, if you if you will.
Jason Cutter: Is realizing okay breaking down what works, what I do that works and really it's that process of trying to figure out like you said in the intro where somebody has a need, where is it that somebody.
Jason Cutter: could use help need something want something and then do I have that thing, and if I do then really the gloves are off it's like how do I help you get unstuck if I can help you send you on your way there's 7 billion people on the planet on the twist your arm like I don't need that.
Jason Cutter: And and realizing like yeah so was.
Jason Cutter: In those foreclosure era days, which you know was spent about five years where I realized that and then here was the big trick here was the huge Aha for me is I went to work for a company, where we did it all over the phone instead of face to face, which I had been raised on.
Jason Cutter: And I was like that's impossible you can't.
Jason Cutter: sell over the phone because I was raised face to face and you had to do everything face to face.
Jason Cutter: And then, it was like no, we have to do it over the phone anybody in the country doesn't matter and then built a process that effectively move someone towards some kind of solution.
Jason Cutter: That they felt good about that worked for the company and was profitable at scale over the phone that's when I realized okay yeah I I I figured out some basics with us for sure.
David Avrin: Okay devil's advocate there's no shortage of people professionals authors speakers companies who teach sales and sales is is probably the oldest profession older than the other one that people reference from time to time.
David Avrin: What is it that people don't get what is it the organizations and maybe it's just something that used to work that no longer does what's the biggest mistakes that you see sales people's sales people and their employers, making.
Jason Cutter: That is a huge question thinly veiled as this really simple, easy sounding question that you've thrown out there.
Jason Cutter: trying not to take up the rest of the Program.
David Avrin: Nobody you're fine no go ahead, I mean what do others it wrong, I mean because there's no shortage of people who are who espouse knowledge in this what's different What are they doing wrong.
Jason Cutter: um I think one of the biggest things that organizations do wrong is they.
Jason Cutter: think that if I just hire the right people and I let them loose they'll know what to do and they'll they'll make it rain right, and if they don't.
Jason Cutter: work out and if they're not the right people, I will just fire them and continue to hire people until I get enough butts and seats that are the right people.
Jason Cutter: it's like a sports organization like basketball thinking all right, all I gotta do is find 12 superstars and literally we can just sit back, we don't have to practice we don't have to do training.
Jason Cutter: I don't have to worry about anything I just sit back and count the money because I got 12 the Bronze on the on the team which is not possible it's not scalable it implodes because too many personalities and egos.
David Avrin: sure.
Jason Cutter: You can't scale so that's, the first thing and it's usually.
Jason Cutter: A result of people at the top, who were once in sales.
Jason Cutter: And they were superstars and they think everyone else sees the world like they do so just find a whole bunch of people like them who think they're amazing and great at sales and talking people into stuff and that's great which.
Jason Cutter: When I see organizations take that approach.
Jason Cutter: It might work they have lots of up and down, they have huge turnover problem they have terrible compliance issues and to to your side of the House, which is what your focus is.
Jason Cutter: customer service nightmares all day because of what was promised and said or not promised and not said from the sales side and it.
David Avrin: may make sense So is there a disconnect and it's a leading question I already know the answer a disconnect between oftentimes with superstar sales people sell say promise and leaving somebody else to deliver it.
Jason Cutter: All all day right, I mean it, it is unfortunate side of it too it's part of human nature, most people only care about themselves.
Jason Cutter: That kind of personality that default into sales and it's hired into sales and it's just let loose without any accountability will mostly focus on themselves right i'm not saying everyone in sales i'm just saying that kind of person.
Jason Cutter: And then, what happens is they are just doing whatever it takes to close that deal usually either over promising or under promising leaving out details talking about how amazing it is, I mean here's the thing no product or service is without fault I don't care.
Jason Cutter: Who, you are there's always a trade off either it's really expensive or there's something someone's not gonna like that's a trade off good fast and cheap two out of the three never all three.
Jason Cutter: And so, then that just leads to somebody who gets over to the other side implementation onboarding and they're like well they didn't tell me about this or that's not what I thought I was getting and so that caused a lot of issues.
David Avrin: But but.
David Avrin: The other, no, no, you go ahead and finish.
Jason Cutter: I was gonna say the the other part, for your initial question is and here's one of the big changes in this way I see literally so many organizations, still do not get over the phone in person at trade shows conferences door to door it doesn't matter.
Jason Cutter: People classic old school sales mentality which is I just let me do what I do best and i'll just talk people and the things.
Jason Cutter: still think this is pre Internet era when the company and the salesperson controls the power because they control the knowledge and information, and you have to go through them to get knowledge and information.
Jason Cutter: It wasn't long ago we were joking and talking about before we jumped on here, you know about you know back in our day kind of a conversation it wasn't too long ago.
Jason Cutter: Where if you want to know anything about a car.
Jason Cutter: Right or the price of a car, you have to wait for the newspaper, maybe get an auto trader depending how old you are or go to a dealership and roll the dice and risk life and limb dealing with a salesperson.
Jason Cutter: To try to find that out now everybody is equipped with all the world's knowledge and information.
Jason Cutter: So sales people it's no longer their job to lecture to tell to monologue they still do it, but they're absolutely wrong in their approach and absolutely missing the mark of what people actually want in 2022.
David Avrin: What was talking about that disconnect them because because I talked about that as well right We walked into a dealership now.
David Avrin: We know everything about the car right, we know that there are features and benefits and trim package available and competing models from others as well.
David Avrin: We probably know what the dealer paid for the car before we walk in the door right, and when we go in arm we're not gonna we're not going to pay more.
David Avrin: How do you suggest let's go to the diet away from the diagnosis into the into the prescriptive part how, how do smart people deal with that differently.
David Avrin: Today, recognizing that we have more information doesn't mean it's always accurate right are armed with information but going from that that process of selling to recognizing that we are going to buy.
David Avrin: As opposed to going for them to sell to us how do you counsel your clients train others to approach that interaction differently.
Jason Cutter: So there's there's a main shift classic sales right using sales in those terms of what we're talking about is a push model, it is a I have something.
Jason Cutter: I now have you and you have a pulse i'm going to push you across the finish line, one way or another, sometimes manipulation, sometimes persuasion, I mean even companies don't like to hear this, but hey if you buy today before the quarter ends, will give you 10% off that's manipulation.
Jason Cutter: right they don't like to agree, I think.
David Avrin: Also may call it in.
David Avrin: part.
Jason Cutter: right but you're bribing them to take action today, for your reasons not tomorrow for their reasons right like.
David Avrin: Right.
Jason Cutter: And that's what companies don't want to admit because they just want to keep doing, they want to play this game over and over again.
Jason Cutter: So the difference is instead of pushing sales and pushing people to buy and again, not the people like to buy versus being sold, I mean, just like the strategy of pushing.
Jason Cutter: You want to be a leader as a sales person, no matter what your role is and you want to pull people along the journey with you.
Jason Cutter: And you and to do that takes this radical shift that i've been talking about a lot over the last year, is most people in sales and most companies think they are the hero in the story they're there.
Jason Cutter: Right save the day their brochure their website, the scripting the monologues the fact that when you call and talk to a salesperson or show up in a trade show booth.
Jason Cutter: They will monologue for three to five minutes about how amazing they are and how everyone wants it, you want it there's like.
Jason Cutter: Wait who's the hero, you are me, the problem is, is that everybody every human sees themselves as the hero of their own journey.
Jason Cutter: And there can only be one hero in a story and the customer is always right, which means they are always the hero, which means you the salesperson or either the sidekick Han solo or you're the bad guy who also thinks he's a hero darth vader.
Jason Cutter: And you're going to lose so instead of trying to be the hero.
Jason Cutter: Great professional sales people again doesn't matter how long you've been doing it doesn't matter what you're selling when you go into guide.
Jason Cutter: You should be the guide and see yourself as the guide, which is what is your issue and goal, how do I help you can I help you do, I have the solution and getting you up the mountain safely great follow me.
Jason Cutter: i'll get you there and then people will just follow you right it's about leadership as a guide instead of i'm the keeper of knowledge and information i'm going to push you and i'm gonna get through three nose or seven nose or 42 yeses or whatever know just just be a guide.
David Avrin: Right and this back up a little bit because.
David Avrin: I think it's really important too, because certainly everybody who's listening or watching this right now doesn't have that traditional sales model right we've come from a lot of different industries.
David Avrin: And to reiterate what we talked about this, there is nothing inherently wrong everything you buy was sold, you know whether you're walking down the aisles of the grocery store and you're purchasing and selecting yourself.
David Avrin: or somebody else I don't know that anybody very few people are really intending to be manipulative and a wolf of Wall Street kind of a fashion.
David Avrin: everybody's just trying to feed their families, those people work for organizations, by and large, I believe, believe what they have is really useful really beneficial they're selling.
David Avrin: You know, some cooling unit for a warehouse a lot of a B2B sales most of who i'm dealing with her in the B2B world as well yeah it just some of the tactics are less effective.
David Avrin: Today, so tell me what for those who are who recognize that there's no shortage of people who are espousing similar philosophies nobody wants to be your accuracy and all of this.
David Avrin: What do you think customers want today from their sales people to build way every organization says for us it's about the relationship customers rarely say that organizations want the relationship customers just what their needs, met.
David Avrin: And the relationship comes as a result of that right, what do customers today post pandemic, what do they want from the from the representative who is who is across the transaction from them.
Jason Cutter: Two things they want to feel like they are the hero and it's all about them and not the salesperson and not the company.
David Avrin: tell me what that looks like practically so there's.
Jason Cutter: gracie practice practically it's okay David so tell me about your situation, what are your goals, what do you have like depending on what you're selling.
Jason Cutter: Okay, so based on that.
Jason Cutter: here's what I recommend for you not okay Now let me tell you how amazing we are here's all the stuff we do everyone else is doing, you should do it.
Jason Cutter: it's actually that consultative sales approach again, no matter what you're selling I work with companies who have offshore call centers selling lower price items where it's still the same everyone wants to be treated.
Jason Cutter: Special and it's about them and they're the hero, they want someone to listen and then here's the other part, right so focusing on them as important and that's valuable and it's a huge mindset shift for so many people.
David Avrin: sure.
Jason Cutter: The other part is what they're really looking for is wisdom not knowledge and information what they really want is wisdom applied to their situation.
David Avrin: filtered through their situation right.
Jason Cutter: yeah if you filter through their situation, which is why, when we're talking about you know, one of the things I wrote in my book selling with authentic persuasion there's a chapter on there in there about sales malpractice, which, like a doctor right it's it's prescription before diagnosis.
David Avrin: Is malpractice, so the same you.
Jason Cutter: jump into it and go all right here's what you need, because this is what i'm selling and everyone needs this and I don't really care what you need because i'm selling this and you need it.
Jason Cutter: Instead of going through like a doctor would here's the problem with sales David, and this is the biggest issue is it's not a profession there's no governing body there's no interest exam there's no testing there's no.
Jason Cutter: Requirements there's no code of ethics.
Jason Cutter: there's no malpractice insurance there's nothing there's a bunch of people who, just like me when I started in the mortgage business.
Jason Cutter: got hired sat down and i'm literally with no training and no licensing and mortgage at the time in Washington state helping people get into the biggest debt of their life.
David Avrin: Right and well and here's The other thing is, and I love the approach and it's not that your content.
David Avrin: about your products and services is unimportant it's only important as it relates to them and their problem and their issue when you can have that kind of an authentic conversation right but let's let's go to to the reality of today, not every transaction.
David Avrin: allows for an interaction right we look at banks who all believe that their competitive advantage is the relationship, they have with their customers well now 95% of my transactions, I take a picture of the of the check and I deposited or a transfer money to my daughter off in school.
David Avrin: they're scrambling to try and determine what is their true competitive advantage so from a sales perspective and not everybody who's listening or watching identifies them as a sales person, although we all have to sell what it is that we offer.
David Avrin: How do we, in this new era, as an organization, how do we change our mindset.
David Avrin: When we need to sell to our our audience, we need them to buy from us, but we don't have the benefit of a face to face it's one of the biggest challenges today what's your response.
Jason Cutter: So I think one of the biggest mistakes that companies make is thinking, they can sell some kind of console.
Jason Cutter: considered purchase, which would mean something where it's like significant or they have to make a decision not price point related but like decision related right like changing banks that's a considered purchase like if i'm.
David Avrin: gonna absolutely.
Jason Cutter: Like there's going to be something right for some people, it could be joining $100 month, you know shirt membership other people it's you know, a car.
Jason Cutter: So a considered purchase where there's like pros and cons and it's not necessarily for everybody.
Jason Cutter: That make mistake that so many companies do is they want to try at scale to get people to make the right decision.
Jason Cutter: Without an actual conversation, they want to do it with email, they want to do with texts they want to do with chat bots and you can, if you have a commodity, good luck go for it right what you're what you're talking about.
David Avrin: And then, as i've all.
David Avrin: And then, as volume at that point.
David Avrin: But you're right of professional.
David Avrin: Services yeah.
Jason Cutter: ranked right like banking is a commodity, I don't care what the banks, think about how amazing the banks are, it is a commodity, I have.
David Avrin: no shortage of choices I.
Jason Cutter: can get one there I don't I don't care I don't have to be loyal to you, so if you're trying to do that at scale without an actual conversation over the phone video.
Jason Cutter: In person you're you're just spinning the wheel.
Jason Cutter: If you want to do it differently than it's about having a conversation but also making it about them i've been in some banks, where they take a great approach where they.
Jason Cutter: They talk to me about what my goals are and then make some good choices.
Jason Cutter: i've also been in some gross banks, where as soon as I walk up to the counter they're trying to get me cards, because they have their quota and they really don't care about me they just care about care about their numbers.
Jason Cutter: And so it's really about that it's about you have to have a conversation and people want very few people want to buy a house and get a mortgage online unless they're really experienced they want to talk to somebody.
Jason Cutter: They read it very fashionable they want help, but they they're scared because they're worried about what a self motivated salesperson or company is going to do versus giving them the right advice.
David Avrin: Right and having a conversation but there's a there's a great line that says the opposite of talking isn't listening, the opposite of talking is waiting to talk.
David Avrin: Right and we've all had conversations people who are just like like they're saying basically finished up really quickly what you what you're saying, because I have something that I want to say.
David Avrin: And it makes it very difficult when you realize that that person sometimes i'll be on the phone with somebody and say, please don't read the script.
David Avrin: listen to what i'm saying i'll say this and they'll say, well, I understand this Trevor and how frustrating that, no, no, you don't because you don't really understand the issue that I have.
David Avrin: A lot of organizations, especially those who attempt to scale.
David Avrin: Call centers and others as well.
David Avrin: they're so buried in the script that they're just waiting for the next thing for them to say, as opposed to listening to what you're saying.
David Avrin: it's maddening write the scripts are maddening and they all say yes, I understand how frustrating or where they go to the next step, how do you break them of that habit.
Jason Cutter: One of it is a corporate culture and mindset from the top down.
Jason Cutter: In what you see as valuable within your staff some companies and again your customer service expert on your side of the House and organizations as a whole, so I know that this is something you share as well is.
Jason Cutter: You know if a company from the top down just sees people in call centers as expendable and salespeople as expendable or not smart enough because i've seen those organizations, where these people are not smart enough to be trusted on their own, so they have.
David Avrin: A Regiment their script and everything right.
Jason Cutter: frustrated then then there's nothing you can do because that's from the top down now what I will say, and this is where I am different than a lot of people out there, and a lot of companies.
Jason Cutter: They don't hire me because they do not like the thought of it.
Jason Cutter: I am pro script I am pro process, I am pro systems like accountability i'm pro everything that pure classic sales people who just want to let you get let loose.
Jason Cutter: They can't stand it, but I see those as tools and and boundaries and support systems to help someone do what we still need them to do in 2022 which is be a human having a conversation with a scared messy confused.
Jason Cutter: Human and help them make the right decision so scripts when done right with the right mindset like it's the guidelines for the conversation it's scripted stuff and then it's that.
Jason Cutter: person in your call Center understanding, like the script gets me here and now listen and then adjust and have this conversation and go back to.
David Avrin: Her and that's, of course, the best way to look at any of that it avoids anarchy right, you talked before about having a team, full of lebron James and the companies who have it a competitive sales culture.
David Avrin: can be very profitable but it's very difficult internally.
David Avrin: Dave Logan talks about that and tribal leadership right that that what's a level one tribe, a level two and I think a level three tribe.
David Avrin: Is the sales culture and the internal conversation is i'm great you suck right and then there's the competitive and they put the they've got the leaderboard and everything else and.
David Avrin: The bean counters like it, and when you really take a step back and especially in today's world it's it's certainly less effective tell me really quickly in a couple of minutes we have left.
David Avrin: about the book and I know it's not necessarily your most current and most relevant here talking about talk to me about reasons not to focus on the sales experience, where did that title come from.
Jason Cutter: So I wrote that with a friend of mine, Nick glimpse doll who also wrote one reasons not to focus on the customer experience and then also the employee experience.
Jason Cutter: And we did some podcast stuff together, and I was like we need to write one for sales.
Jason Cutter: and obviously the punch line for anyone listening and paying attention because they're going to think Okay, what are the reasons there are no reasons, like literally, there are no reasons not to focus on the sales experience, which is the point of the book.
Jason Cutter: So the book is is really a conversation starter, and it is 10 chapters with questions about 10 parts of an organization that you should focus on within sales.
Jason Cutter: And then it's mostly just space for you to write out what you should be building for your organization and it's the common areas that companies don't like to focus on.
Jason Cutter: Because they think Oh, we don't need to focus on recruiting we're not closing enough deals it's not recruiting that's the problem it's I got to add more steps know it's who are you hiring how are you hiring how are you training them.
Jason Cutter: Sure, all of these things that organizations don't.
Jason Cutter: realize lead to it so.
Jason Cutter: was a super fun project I love it it's a great conversation starter.
Jason Cutter: it's great to take into an organization, we have companies, the nick and I that I have worked with separately, where they're like all right we'll take 50 of these come in and do a workshop for our team and help us build.
Jason Cutter: A world class sales experience and operation, instead of just I call it playing sales.
David Avrin: we're talking to Jay cutler here jake one last question, what do you think is the real competitive advantage what's the primary competitive advantage today in in a time of.
David Avrin: Essentially parody commodity everybody's good I mean if they weren't good they wouldn't survive today with all of the online resources for complaining about them where's what's the real competitive advantage you're seeing with the organizations that you're working with it.
Jason Cutter: It is that sales experience right the big difference is having a sales experience that people enjoy as a customer because so many of us can think about times when we're a customer in our lives.
Jason Cutter: We walk into a store or restaurant whatever and we have a great experience and we're like that felt so different than a what i've experienced before and be what I was worried was going to happen.
Jason Cutter: During any end of the spectrum and so when you do that when that sales experience feels different.
Jason Cutter: And it's about that customer, it will immediately set you apart from most everybody out there.
Jason Cutter: And what i'll tell you when times get tough in your industry like right now mortgage rates have gone up so many mortgage companies now actually have to work for a living and figure out how do they find customers and keep them.
Jason Cutter: that's the difference right you can't just be a commodity low rate company, you have to give a good experience that people are like that was amazing and I want to tell my friends and family and i'm super happy with it, and that makes the whole process easier.
David Avrin: Perfect if people want to get Ahold of you Jason Cutter learn about more of your books and others as well, how do they get in touch with you.
Jason Cutter: easiest thing if you want to know more information, I have some ebooks to that i'm always happy to send about overcoming objections and building teams and motivating teams.
Jason Cutter: You can email me Jason at cutter consulting group COM again Jason at cutter consulting group COM and then for a hub for everything from the printed books to the podcast Jason Cutter calm, is a great starter hub for that, and all of my social media links.
David Avrin: perfect and we will put that in the show notes as well Jason thanks for for taking the time to chat hang out with the other side, we will chat.
David Avrin: In a moment here, you can also pick a cop pick up a copy of my new book because I grab it where is it here it is it.
David Avrin: it's called the morning huddle powerful customer experience conversations to shake you up.
David Avrin: Wake you up shake you up and win more business, in fact, all of my books are available on Amazon COM, be sure to click to like this podcast please click to like it subscribe.
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David Avrin: And you can learn more about my speaking my consulting on customer experience has spoken in 24 countries around the world, just look me up a David Avrin.com.
David Avrin: Thanks for tuning into the customer experience advantage podcast remember leave a comment big thanks to my guest Jason Cutter on David Avrin very good.