In today’s episode, Stacy sits down with Donnie Boivin, the CEO and Founder of the Success Champion family of companies. He is also the founder of the Badass Business Summit, and Events with an Edge. The two discuss Donnie’s extensive experience in sales and how his Success Champion companies came to be. He also shares the Success Champion mindset, and why business owners should incorporate it into their professional lives. Donnie shares why he believes that you should find your niche and pick clients that you can do cocktails with. They also discuss the importance of establishing systems and processes (and why you should be open to adjusting them, as well.)


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Transcripts:

Speaker 1 (00:00):
Welcome to Marketing Mistakes (And How To Avoid Them).

Speaker 1 (00:11):
Here’s your host, Stacy Jones.

Stacy Jones (00:13):
Welcome to Marketing Mistakes (And How To Avoid Them). I’m Stacy Jones, and I’m so happy to be here with you all today. And I want to give a very, very warm welcome to Donnie Boivin. Donnie is the CEO and founder of Success Champion family of companies, and he has used his over 20 years of experience in sales and business to build his international empire. He is passionate about highlighting and inspiring brands and business owners to help their companies grow. And Donnie’s also the founder of the Badass Business Summit, as well as Events with an Edge. Whether it’s networking through his online community or attending one of his virtual events, Donnie has helped a number of professionals become the champion of their own business.

Stacy Jones (00:51):
Aside from being a CEO, Donnie is also an author of four bestselling books, a speaker, and podcaster. Today, Donnie and I are going to be chatting about how the Success Champion mindset will help your business increase in sales. We’ll learn what works from Donnie’s perspective, and what should be avoided, and how some businesses miss the mark.

Stacy Jones (01:10):
Donnie, welcome. So happy to have you here today.

Donnie Boivin (01:12):
Dude, I love that intro, Stacy. You almost make me sound like I’m somebody really important. Can you do all my intros from now on?

Stacy Jones (01:19):
I can. You can rent my voice.

Donnie Boivin (01:20):
I’ll do that.

Stacy Jones (01:21):
Yes.

Donnie Boivin (01:22):
I’m in, I’m in. Where do I send the invoice?

Stacy Jones (01:25):
We’ll figure that out.

Donnie Boivin (01:25):
Right? No, I’m excited to be here. Fun conversation already hanging out with you pre-show like you usually have. So, looking forward to hanging out and having some fun conversations.

Stacy Jones (01:37):
Great. Well, let’s start off with letting our listeners get a little bit of knowledge about who you you are and what got you to where you are today, because you have a really interesting story. You live in Texas, which I love, because I’m from there, as well. And tell us more.

Donnie Boivin (01:52):
Sure. So it’s a really quick, easy story. So I did four years in the Marine Corps, and then 20 years in straight commission sales. My last career was with a organization called Sandler Training, and supposedly I became one of the top trainers in the country. I don’t know what that means, other than I’m really good at flapping my gums in front of a room, but it was a lot of fun doing it.

Donnie Boivin (02:14):
About seven years into that career, I was out to dinner with my then business partner and he said a phrase to me that just changed the trajectory of every, and what he said was, “Donnie, thank God, you’re my retirement plan.” And he said it out of love. He truly meant it out of love. And when he originally said it, I took it the same way and was like, “Oh, you know, it’s been my honor to work for you.”

Donnie Boivin (02:36):
And then I went and sat in my pickup truck, looked myself in the mirror and said, “Dude, what the fuck are you doing?” And I’d realized as I looked over my entire life, that I’d always been somebody’s retirement plan, that I never lived my own journey, that I’d never chased my own dreams, and so I had a tough conversation with myself and I said, “Dude, you either get in the game and do something, or you put your head down and just get okay with life.” And so 15 days later, I walked away from that whole career company and the whole nine yards and launched Success Champions. I was instantly put under an international non-compete, so I couldn’t talk about the one thing I knew how, which was sales and business development. So I came out as a success coach. And to this day I have no damn clue what the hell a success coach is, but obviously it meant I was making Canva pictures, and building websites, and creating videos, anything I could do to try and earn a buck.

Donnie Boivin (03:32):
About six months into running the company, I stood on a back porch of my farm, looked at my wife and said, “Babe, we’re about to lose everything we own.” Because I had no idea how to be a business owner. And instead of building a company, I’d built a really crappy job for myself and called myself a business owner.

Donnie Boivin (03:51):
Well, flash forward to May of 2018, I found podcasting. Podcasting taught me a lot of things. I started learning about your company should have processes and systems. I learned how to outsource. And so we’ve put a lot of things together. Five months after launching that podcast, became number 22 in the world for all podcasts. And I got some cool screenshots sitting next to Tim Ferriss, and Tony Robbins, and Gary Vee, and all the folks. My non-compete came up in September of 2018, so I could go back to talking sales, and then with the combination of sales, podcasting, and just some get shit done attitude, flash forward, we now have six companies, four books, two podcasts, and a partridge and a pear tree.

Stacy Jones (04:34):
It’s amazing when growth starts happening how it just scales so quickly. Right?

Donnie Boivin (04:40):
For sure, for sure. But along the ride, nobody tells you how hard it’s going to be, how you’re going to wake up a lot of mornings going, “Do I really have what it takes to go through this?” I think oftentimes early in those stages, we put ourselves on a fricking island, because we don’t want people to know how bad add it is.

Donnie Boivin (05:02):
So, people have asked me what do I attribute some of my success to? And it’s I’ve shared the journey all the way through, the good, the bad, the ugly, and I have no problem telling people everything I screwed up. And I think people have just really enjoyed that I’m willing to share the dark side of running a business, because most people are out there like, “Ooh, build a business. It’s sunshine and rainbows, and you can be a millionaire overnight. Just start a social media company, whatever.” And we’re just out there helping as many people as we can and breaking a lot of [inaudible 00:05:39].

Stacy Jones (05:39):
Yeah. So you touched on something that’s really important to me. Like I, as an agency owner, I belong to an agency owner network, right? There’s different companies out there. I belong to Agency Management Institute is one of the companies. But for regular business owners, there’s like Vistage and all sorts of different options you can sign up with, right? You can’t look down your nose at those. You found, Donnie, your outlet is you speak, you podcast, you have all these great conversations, you’ve built an inner circle, but not everyone has that inner circle and joining these groups where you can get naked and you can share what’s actually going on in your life and you give no effs. You really don’t. You’re just like, “Screw it. This is me. I’m doing the best I can.” It’s amazing how much people who are out there want to help, and they’ll help you support you, give you knowledge, give you free advice. And then you’ll find out that you’re doing it as well, back and forth, and that’s why your podcast is so successful, right?

Donnie Boivin (06:37):
For sure.

Stacy Jones (06:37):
You’re able to like dig in and share and you reveal the uglies, as well as the warm and fuzzies, And people respond to that because this is so weird in our world. We don’t talk about pulling back the curtain really that much.

Donnie Boivin (06:51):
Absolutely. You’re absolutely right. I mean, I think that oftentimes we’re starting out, you start trying to tell your friends and family the things going on with the business, but early on business, isn’t usually good so there’s nothing great to talk about. So when you tell your friends and families who have never been business owners that things aren’t going so well and things suck, you start hearing things like, “Well, go get a job.” Or “Maybe you should try something else.” “Why would you put this much pressure on you?” But once you’ve tasted a little bit of that business freedom, you’re unemployable. Right? Once you get to a certain point, there’s no going back. And I’m not mean you couldn’t get a job, you wouldn’t want to.

Stacy Jones (07:35):
You don’t have the authority figures. You don’t want to have to answer to people who you think are absolutely stupid. Way better to have them as clients, respect them, and fire them if you need to.

Donnie Boivin (07:45):
For sure. Once you start realizing everybody around you’s kind of got this dark mindset about being a business owner, you kind of clam up. And so it’s not until you get to a point that you realize that you’re not the only one going through this crap. And like you said, you find a Vistage or we run business masterminds, as well, to help with all this. Until you get around a support system of some sort, that is coaching, mentoring, and the likes, then it’s going to be very hard to climb and achieve it in a business, because, I tell everybody, being an entrepreneur just means you were too dumb to quit, because everybody gets to that place where they’re trying to figure out how to pay their bills, and keep the lights on, and service clients, and everything, and where most people would honestly throw in a towel, and probably should throw in the towel, most people who find success in this are the ones that said, “You know what? I’m just going to keep push pushing forward until it breaks loose.”

Stacy Jones (08:46):
I think the people who should throw in the towel just haven’t gotten to that point where they’re just about to make it, because if you have like, I don’t know any successful entrepreneur who has not had that moment.

Donnie Boivin (08:58):
Yeah. Agreed, agreed. I remember the start of our tipping point, and I feel like every year’s a new tipping point for us, but I remember when things started to turn and things started to click that it is like watching a big ass locomotive start getting fired up and down the tracks. It takes a lot of energy to get that thing moving, but once it’s screaming down the tracks, it’s almost impossible to stop. And that’s what it felt like for us as we started going. The first book took off after the podcast, and momentum built from there. But sometimes, I’m four year into doing this now, and sometimes people look at me like it’s been an easy cake walk, and I’m like, “Just go back and watch my other episodes and stuff. I’ve documented this journey all the way through, how hard this has been to build.”

Donnie Boivin (09:50):
But you’re right. People get stacked up against it, and just when it’s getting ready to break loose, they a throw in the towel. There’s a whole philosophy, I wish I remember what it was called, that talks about this. It’s basically shiny dog syndrome, but if most people would just pick that one thing and push it till it worked, they’d find some amazing level of business freedom.

Stacy Jones (10:15):
You really do have to fail, because if you’re not failing, you’re not actually pushing boundaries, and it’s just the failure part is finding where you’ve pushed the boundary where you actually are able to solve a problem at the same time and success will start coming.

Donnie Boivin (10:32):
Absolutely. I mean, we’ve got a company motto that says, “Go break shit.” Because we just learned early on if things aren’t breaking, if there’s not some form of chaos, then you’re not going big enough.

Stacy Jones (10:42):
Right.

Donnie Boivin (10:42):
And so that’s what’s allowed us to build all the businesses is that mantra, and people inside the company know I have a pretty big risk tolerance, so they’re willing to try new things, and they’re willing to break things.

Donnie Boivin (11:00):
The second rule is if it breaks, don’t come back to me and tell me it broke. Tell me how we fix it moving forward. Because I’ve broken so many things in business that we’ve learned from, and implemented, and put procedures around and next time we run into it, we just use what we learned and push forward. It’s never failure unless you quit.

Stacy Jones (11:26):
That’s very, very true. And there’s no quitting if you’re an entrepreneur. You don’t want to quit. You want this freedom.

Donnie Boivin (11:32):
Absolutely. Absolutely. I mean, and so going back to your point about the Vistage and stuff, I mean, that’s why you’ve got to surround yourself with other achievers, people that are going to not sympathize, but empathize where you’re at, understand. And I’d rather have somebody when shit gets tough, I don’t want somebody to walk up to me and go, “Oh, Donnie, it’s going to be okay.” I want somebody to look at me and go, “Dude, what the fuck? Get off your ass. Let’s run. Don’t sit here. Don’t sit here. Let’s go.” And that’s the type of people you got to be surrounding yourself with.

Stacy Jones (12:09):
Yeah. It’s also tricky where we’re very adept at asking and telling friends and family who love us so much what’s going on, and they can be vested, our husbands and wives, in what we’re doing as a business, but I will tell you, my husband joined our agency after 26 years as an administrator in education, two years ago, where I managed to get him into early retirement from a conversation we had one night. When I woke up the next morning and he said, “Guess what? I’m retiring and joining Hollywood Branded, and I’m going to run operations, and free you up to live the dream that you just shared with me last night.” And I was like, “Holy fuck. I’m screwed. Oh no! How is he going to do this?” Right?

Stacy Jones (12:54):
But now he had listened to years of me lamenting, and moaning, and crying, and also on the flip side of celebrating and dreaming. But until he came over, and I will say probably for a good, about a year, of course, we threw into COVID right after he came over, which is the worst time for that to happen, but it took him probably six months-ish to actually get the mindset of the business. So even though he’d been there every day, super close, he’s truly my partner in life, but he didn’t get it until he was working in the business as well as to what the true struggles were. And he could actually come to it from a different a perspective, and now the only thing that changed was his exposure to the business and being in it. It wasn’t that he all of a sudden got all these new skills overnight. So, it’s really hard to expect friends and family to be able to support you, because they just don’t have that same experience of being in that company.

Donnie Boivin (13:54):
Absolutely. I learned a good hack early on that saved me a ton. I learned to only share the good stuff, because when you’re sitting around your friends and family and you start bitching and moaning about your business and the likes, they start offering advice. Now they’ve never been a business owner, they’ve never been an entrepreneur, so the advice comes from a place a love of most times, but they don’t understand the context of what’s happening. I’ve got like this Brady Bunch style family where we share everything. There’s no secrets in everything. So, in building the business as I was going, if I shared the crap, the things that were breaking and going wrong, they would always try and mentor and coach, which I love them for, but it was usually bad advice, because they didn’t have any context. But they wanted to support me, so their advice was their way to support me.

Donnie Boivin (14:45):
So, I found that if I only shared the wins with them, then they could be right there running with me, not fully understanding. Like my family can’t hardly tell you what I do for a living, but they could support the wins and celebrate the things we’re doing. And that became a way to bring them into the business, and allow them to cheer me on as we kept going versus trying to advise me on. And so if you guys are listening out there, and all your friends and family don’t tell them the bad stuff.

Stacy Jones (15:15):
No.

Donnie Boivin (15:16):
Share the wins. Share the wins. It’ll help you tremendously.

Stacy Jones (15:19):
And God love them, moms are awesome, but they’re worried about like you still skinning your knee.

Donnie Boivin (15:27):
Yeah. Yes. [inaudible 00:15:31]. I don’t know. It’s like we just had our huge summit. We had the Badass Business Summit here in Texas. First, I mean, Sunday, when I’m on the drive home, I got different family members going, “How’d it go? How’d it go? Did it work? Was it awesome? Did it work?” And we did. It was the most amazing experience we’ve done yet today as a company, and we had a lot of fun, and it was fun to share with them kind of the highlight reels. I eventually had to put them all in a group text, because they were all asking the same questions. I’m like here, “Let me answer it all at one go. Here’s what was awesome. Here was amazing. This is what we loved. This is what we learned.” But it was fun to already know what I was going to share with them prior to them reaching out, because I knew they were going to, so.

Donnie Boivin (16:16):
It makes it a lot more fun when you can create cheerleaders, right? And by sharing the good stuff, they really want to cheer on.

Stacy Jones (16:26):
And all of this plays into how to be a champion, how to be a success, right? This goes down into your whole mantra, as well, of what you’ve created with your empire of multiple businesses that are spanning the international world. So, you come from a unique background. You were a Marine who became this stellar sales guy who got told that you were providing the retirement of some other rich guy, and that was not to your liking, because you wanted to provide your own retirement instead, so you went off and you capitalized on your success at sales. And sales is tricky. Sales is not an easy field. I think people are either you can learn a lot in it, but I think people are either natural born sales people or not in a lot of ways. But what have you learned along the ways? How do you counsel organizations who are looking at expanding and growing, and that need to actually put a sales system in place where it’s not necessarily just the owner of that company who is out there being the new business scrounger for all things, who never can actually grow their company, because they’re always scrounging?

Donnie Boivin (17:38):
For sure. I’m going to back up one second and [inaudible 00:17:42] everybody understand where the idea of Success Champions come from, and then I’ll come forward and finish that question.

Stacy Jones (17:46):
Perfect.

Donnie Boivin (17:46):
But, so when I started the company, the movie Troy came on the TV with Brad Pitt. And I don’t know if people have seen-

Stacy Jones (17:56):
He looked awesome in that film. Boy.

Donnie Boivin (17:58):
Oh, he got his shit together for that one, for sure. But the opening scene of that movie, you got two army standing in the middle, and the kings come together and said, “We could duke it out, and thousands of lives will lost or you pick your best, I’ll pick my best, and whoever wins, wins all.” And so both kings agree, and the one king walks away and calls for his guy, and this fricking giant of a dude who’s got muscles where you shouldn’t have muscles just popping out everywhere, comes out, screams and hollers. The army goes nuts.

Donnie Boivin (18:27):
And then the other king goes, “Where’s Achilles? And so one kid runs off and next thing you flash forward, here’s Achilles in a pile of naked women, drunk as hell, and the kid comes running in and goes, “Achilles, Achilles. The king needs you.” And so Achilles wakes up. He walks out of the tent, and little kid I remember looks right at Brad Pitt and goes, “Have you seen the size of this guy? I couldn’t go out there.” Brad Pitt looks right at the kid and goes, “And that’s why nobody will ever remember your name.” And so then Brad goes through the crowds, he walks past the king, and now it’s Brad and this mountain of a man. Well, Brad, he runs out, jumps one move, kills the big, giant of the guy. War’s over. Other army belongs to the other king.

Donnie Boivin (19:09):
When I saw that scene, what ran through my head was these two kings put their countries on one person. That was their champion. And I instantly thought, “How often are people their own champion.” Right? The only way you’re going to get in life or anything is you’ve got to choose yourself. And that’s how I named the company to Success Champions, because I believe you got to be the champion of your own success.

Donnie Boivin (19:34):
So flash forward, what I know about a lot of companies, is for years, sales has been taught from people who did transactional sales, insurance, car sales. They did one-off transaction. You buy this and then we don’t talk again. And so that was a lot of people in the space that were teaching sales. When if you employed a lot of their tactics, you’re going to lose when you’re in a service based sale, because sales isn’t transactional. So we’ve had to go in oftentimes and teach a philosophical change.

Donnie Boivin (20:07):
From me, my company, we don’t believe in closing the sale. Now you should get to closure. Every conversation should end with a yes or a no, or maybe a significant next step, but there’s no time you go in there and go, “Oh, should we write this up? Should we put this to work?” Or any other grease ball damn move. You just ask them plain and simple, “What’s the next step from here?” And if you want to work with them, which is another philosophical change, if you want to work with them and they want to work with you, cool, let’s partner it up, but you shouldn’t be convincing people to buy. You shouldn’t be trying or deploying any tactics. You’re not trying to close every fricking deal. You should be spending more time sitting across from that person and deciding if they’re a good fit for you. And it changes the entire philosophical dynamic of how you go into a sales call. And then we build systems and processes to help you stay in that mindset. But most people are taught always be closing, and that’s what makes people feel like a grease ball, makes what people feel dirty. And the more you try not to sell, the more you become the dirty grease ball.

Stacy Jones (21:17):
And that’s the difference between how people define hard sales versus soft sales. I’m a soft sales closure. I would rather come in, provide value, have a conversation, and naturally lean in and listen to what the person’s looking for and see if I can solve their problems, because if I sell them a bag of goods that I can’t solve their problems, they’re not going to be a client for very long. And they’re going to turn into a shitty client, and I’m going to be up in the middle of the night trying to figure out how I make them happy, because I promise them that I would and happy.

Donnie Boivin (21:48):
Yep, absolutely. And that’s the unfortunate side of things is whether it’s corporate America or the gurus, you’ve got people who are trying to hit commissions, and so that’s where all the dirty sales comes from is somebody over the top of people going, “You got to make this happen. You got to hit this fourth quarter numbers.” Or it’s a small business coming up and they’re like, “Oh my God. I got to pay my lights, my electric bill.” So these acts of desperation come out, and what happens is everything you just said, is you get clients that are going to be bitching and moaning every five seconds, not paying their bills, and so it becomes an ugly job versus a company. So that’s why I tell everybody, I said, “Spend more time disqualifying that person to work with you versus qualifying them, and you’ll build a lot better and bigger business versus trying to close every person you sit across from.”

Stacy Jones (22:46):
Yeah. You’re trying to create a partnership in every sense of the word.

Donnie Boivin (22:49):
Absolutely. Absolutely. I think that a huge qualifier for me is when I have a cocktail with them, right, and if you sit across from somebody, and you can’t get to the point where you’d want to have a cocktail with them, then don’t offer to do business with them, because it’s just a whole different level of, “Let’s do something together.”

Stacy Jones (23:15):
Yeah, without alcohol helping mellow the mood.

Donnie Boivin (23:18):
Right. But somebody asked me, “How do you network at an event?” one time. I’m like, “It’s really easy. You walk in, you go to the bar, you get a cocktail, you loosen up a little bit, then you go say hi to people. It’s really simple.”

Stacy Jones (23:29):
Yeah. See what they’re doing, see what you have in common, see what their cool stories are. And don’t say, “This is what I do. This is what I do. This is what I do. Do you want to work with me?”

Donnie Boivin (23:39):
Absolutely. I think if, yeah, everybody looked at it that every one of these conversations you have with somebody, they should walk away from that conversation going, “Holy shit. This was the best conversation I have ever had in my life.” And because it’s the old customer service rule. You piss off one person, they’re going to tell hundreds. Right? And so you want to pour into people. I love the phrase lean into people, and you want them to walk away going, “Man, that was worth my hour. That was worth the time. Here’s my action steps.” And sometimes that action step is to hire you to do whatever your product or service is.

Stacy Jones (24:21):
Yeah.

Donnie Boivin (24:23):
That’s the magic of real sales, real relationships. It’s not about getting this deal done. It’s about how long can I keep this person who I want to have cocktails with as a client so we become family friends.

Stacy Jones (24:38):
Yeah.

Donnie Boivin (24:38):
I mean, I’ve got clients that we’ve gone on family trips together, and that’s when you’re doing everything right.

Stacy Jones (24:47):
So when you’re starting to work with an individual or a business and you’re counseling them on creating the soft sales approach, how do you get started? How do you help them figure out their ethos, their center, what they should be building around, and how to get going versus buy my product, buy my product, buy my product, please, please, please.

Donnie Boivin (25:07):
For sure. The first thing I would have them do is avatar comes second. I think the first thing they have to do is figure out what everything an individual has to have to be able to say yes to you. So they’ve got to have the right mindset, they’ve got to have the right energy, they’ve got to have the time, they’ve got to have the money, and you’ve got to like them. Right? Those are my five key areas that you’ve got to have. So you go through and you define each one of those. And if you know these are the five things that they have to say yes to, right, or you mentally have to check a box to do business with them, now you can spend most of the call figuring out if they fit into one of these boxes. Okay?

Donnie Boivin (25:48):
Then I would focus heavily on an avatar. And for me, it’s not the big blue dude that you saw in the movies. It’s your truly ideal client. And a lot of people harp on this, but what people don’t understand or don’t explain, your avatar is not for you and your business. Being able to define an avatar is for everybody you talk to. So, literally I was just earlier this morning talking to a couple guys that run a social media company, as well. And I said, “What’s your niche?” And they said, “Well, we’re really service based companies.” I said, “It’s not good enough.” And they said, “Why not?” I said, “Imagine you became the social media company for roofers, and you became go-to company for roofers. What that does is yes, it gets you a niche.” And they’re like, “But that puts me in a box.” I said, “But it’s a cool box, and here’s why. When you say I’m the best social media person for roofers. Now, when I’m going around anybody I hear a roofer, you’re instantly top of mind for me.”

Donnie Boivin (26:46):
So the avatar is not necessarily for you. It’s for me, the person you’re talking to, to be able to open the right doors. And think about it. Then if you stay in that niche and you be truly, I mean, you work with hundreds of roofers, and I told, “Just pick a different roofer in each city, big city, whatever you work with a hundred roofers, every time you sit across from a roofer, you’re going to know every problem they have, every issue they have, and you’re going to already know how to fix their system so you can build a ton of referrals and things coming into it.” Right? So that’s the power of niche, but people are like, “Well, I limit my marketplace.” And it’s the exact opposite. You completely open your marketplace to people that you can be known as the guy, or gal, or person that owns that marketplace and to a beautiful way to operate business.

Stacy Jones (27:37):
You can always open up a secondary niche or a third niche after you conquer each one of these, and then you have different business units, or maybe different business names, and you have something that is very sustainable, something that is able to be rinse and repeated, and you put a systems and processes in place where you are more likely to succeed.

Donnie Boivin (27:59):
100%. And I tell everybody, “Take that first business to a hundred thousand dollars. Don’t deviate. Get to a hundred thousand dollars.” Because, I mean, if you’ve ever seen somebody lose a job making a hundred thousand dollars a year, give them a few months, they’re going to have another job making a hundred thousand dollars a year. Once you get to that level, you can duplicate the process. So you can make 20 businesses that are doing a hundred thousand dollars a year, as long as you understand how to do it the first time. So it’s a cool, fun hack to understand what it takes to be a business owner.

Stacy Jones (28:32):
What are some of the other mistakes people make along the way?

Donnie Boivin (28:36):
They sit across from too many people that can’t say yes to them. So, I mean-

Stacy Jones (28:42):
Not getting to the right decision maker?

Donnie Boivin (28:43):
Yeah, for sure.

Stacy Jones (28:43):
Okay.

Donnie Boivin (28:45):
One of the things that I have my clients’ people track is number of meetings they have with people who can say “Yes.” And if you look at a lot of people, they’re going on LinkedIn or these other platforms, and they’re jumping and doing all these Zoom calls, and they’ll say to me all the time, they’re like, “Man, I’m meeting with all these people and it’s not turning into business.” I’m like, “All right, well, walk me through who are you meeting with?” They’re meeting with a bunch of people that can’t check off those five boxes, so they’re meeting with a bunch of broke people, and I don’t mean financially necessarily. They’re broke minded or they’re broke financially, and so when you’re putting that much energy in the marketplace, you’ll get exhausted and be like, “This stuff doesn’t work.”

Stacy Jones (29:27):
Yeah.

Donnie Boivin (29:28):
When the flip side is if you know the role, you know the details, you do the Harvey Mackay 66. If you guys don’t know what that is, just to hype in Harvey Mackay 66. It’ll give you the coolest avatar sheet you can fill out in the world that allow you to put all the characteristics down of who you’re looking for. If you find that, then you go and start doing your reach outs, and we call them five star reach outs.

Donnie Boivin (29:52):
I think people should every day do a minimum, which is a really low number, of five reach outs a day. Two people that fit that ideal avatar. Okay? Four of them are kind of safe reach outs, meaning you’re still going after your avatar, but they’re not like this monster business. One of those has to be a five star reach out where you’re going after somebody like if you landed that company, it would scare the [inaudible 00:20:14] shit of out of you, because you’re not sure you can handle that. You need do one of those a day. And what you’ll find is that series of doing the four small reach outs and then one five star reach outs, eventually it’s going to create this momentum wheel going where you’re start getting into the right Zoom calls. You’re starting getting into the right meetings, and you start getting better and more comfortable with those meetings and those conversations, because really the sales conversation is the same conversation every damn time. It’s just a different person you’re sitting across from, but people haven’t found that process and rhythm. So the biggest fix, do those five reach outs.

Donnie Boivin (30:51):
But, if you go from zero to a hundred meetings with people who can say “Yes” to you, and that’s the kicker, they got to be able to have the ability to say “Yes” to you, you go from zero to a hundred people, you’ll double or triple your business, because you can’t help meet with that many people without getting people to say “Yes” to you.

Stacy Jones (31:10):
Yeah. For those of you who are like in the land of more foofoo, like I can live in a little bit sometimes, this is very energy driven, right?

Donnie Boivin (31:20):
Yes.

Stacy Jones (31:20):
You’re actually telling the universe what you want by going out of your boundaries, and you’re setting your eyes on something, and you’re doing it over and over, and I promise you the universe responds. It’s just it’s about goaling. It’s about intent. And when you’re pushing yourself and you’re focused on what you want, the universe actually knows what to deliver you back. So if that’s my foofoo moment of the day.

Donnie Boivin (31:43):
I like that, because I tell everybody I’m one foot in woo. I’m not full woo woo, and this is the combination of manifestation with action. Right? You can tell yourself, “I need a new client, need new client, need new client.” Til you’re blue in the face, but if you’re not doing these reach outs and talking to people, you’re never going to get that new client. So, it’s exactly that. It’s putting the right energy, the right thoughts out in the marketplace, but then doing the damn work.

Stacy Jones (32:10):
Yep.

Donnie Boivin (32:11):
What happens to most people is they do it for a little while and doesn’t immediately get them results. They’re like, “Oh, that shit doesn’t work. I’m out.” Or they get one win. They’re like, “Yes, it worked.” And then they stop. The difference between people who find success and those who don’t are the ones that understand the discipline to stay in the game and continually do the work over and over and over again until they build a process. Then once you have that process and system, and the way you build that processing system is you think of it and you look at your company and go, “Okay. If I was going to hire a salesperson right now, what would their requirements be? How would I hold them accountable? How would they bring on new clients?” Right? And you build a system for them, and then apply it to yourself. And it’s a cool hack way to figure out what is your actual sales process. And there’s a lot more things to get thrown in there to that, but I don’t want to confuse them too much.

Stacy Jones (33:09):
And don’t get defeated along the way, because especially as you’re growing as a company, you’re going to have people come into your system and you’re going to learn how broken it actually is. And when you’re sitting there and defining systems and processes for each of these newbies who are entering, you’re going to be able to shore up your organization, be able to scale even faster, so it’s really important to have people who break things so that you can make them actually stronger and reconstruct them.

Donnie Boivin (33:33):
Absolutely. You’re almost building to break. You don’t want things to break, but if they’re not breaking, then somebody’s not doing big enough or enough. So the SOPs, if you will, standard operating procedures you need to having in your company, should be a guideline, not a hard, fast rule. I want people in my company that look at 10 steps and figure out how to make it five, because they’re trying and doing different things. So a mentor of mine once upon a time said, “Hire lazy people.” And I said, “Why the hell would you do that?” He goes, “Because lazy people figure out how to do shit faster.” Because they don’t want to go through all the steps.

Stacy Jones (34:20):
That works.

Donnie Boivin (34:21):
That’s absolutely brilliant way to look at it. I think if you look at it all, I mean it’s systems, it’s process, it’s going to get punched in a face by conversations. It’s surrounding yourself with the right badasses that are going to help keeping you going. And it’s sometimes having blinders on so you’re not listening to the outside world. You’re just keeping your eyes on where you’re going, and not letting anything hold you back from actually getting there.

Stacy Jones (34:51):
And it’s not that rules were meant to be broken. It’s meant that rules are meant to be adjusted to work better.

Donnie Boivin (34:57):
You and my wife would get along great. Because I’m a hundred percent fuck the rules. I’m just going to go and whatever breaks, breaks. My wife’s like, “Honey, you can’t go in there yet. The door’s not open or whatever else.” I’m like, “She’s standing right there. I’ll walk right in.”

Stacy Jones (35:14):
Just adjust. Just adjust to make them work better for you. That’s the goal. So you still have parameters in life, and, morals and systems.

Donnie Boivin (35:22):
It’s a key point of having the right personalities in your company, too. You need to have your Mustangs that are crazy out front doing crazy things and you need your more conservative people that are helping you stay in the lanes.

Stacy Jones (35:36):
Yeah. Donnie, this is a great point, because I could keep on talking for a very long time, but you’re running out of time, but how can our listeners learn more about you? How can they find Donnie and Champions Success?

Donnie Boivin (35:51):
For sure. The easiest way is if you’ll text the word success to 817-318-6030. We’ll send you back to all the links, some free books and things. That’ll get you to all of us, so 817-318- 6030, word success. Or you can search Success Champions, or you can search Donnie Boivin. All of our stuff will pop up everywhere.

Stacy Jones (36:14):
Perfect. Any last words of advice to all those who are like, “I have to tighten up sales for my org.”

Donnie Boivin (36:23):
Yep. This is my favorite thing and thing in the world to say. Guys, if you’ve got any value whatsoever out of this podcast, do Stacy the biggest honor and share this with one person. Being a fellow podcaster, let me tell you, growing a show is a lot of work, trying to get awareness and get people to find you into your way. You want to grow your business, understand that by helping somebody else grow theirs is the best thing you can do. And so literally you should go out, find one person that need to hear Stacy’s podcast, and help them subscribe. Tell them to listen, tell them is subscribe to her show. It’s like you walked up and gave her a virtual hug, and it will mean everything to her. So, if you live like that for the rest of your life, life will be good back to you.

Stacy Jones (37:10):
Well Donnie, thank you. I appreciate that. And call for support. We always love support, and I will tell you that our blog group, because because of that, where we get 30,000 people now on a monthly basis who read it, which it never would’ve happened if we hadn’t put the processes in place, the systems in place, relentless pursuit of figuring out how to get our team to actually write so it wasn’t just me, and the podcast over the last five years has been the same thing, that building the agency over the last 14 years has been building the same, word of mouth and support from others is just so essential for any business. So I thank you.

Donnie Boivin (37:46):
Absolutely. Absolutely. Thanks for having me on. It was a great conversation, and I think you and I could talk for quite a while, so.

Stacy Jones (37:52):
We could. We could keep on going.

Donnie Boivin (37:53):
Thank you, dear.

Stacy Jones (37:56):
To all of our listeners, thank you for tuning into episode of Marketing Mistakes (And How To Avoid Them). Greatly appreciate your time and your ears today. And as always, you know at Hollywood Branded we are so passionate about all things branded content, and believe that influencers, celebrities, TV, film, and music can give your brand power and ultimately sales. You ever want to have a chat? Just reach to myself or my team and we will talk your ear off on how you can do it better. Thank you, guys. Have a great week.

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