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Speech Transcript

0:00  

Hey everybody, this is Todd Cohen. And if you really, really want to learn how to level up your life, you should be listening to the time to shine today podcast with my good friend Scott Ferguson. Don’t miss it. And don’t miss my episode coming up. Time to shine today barsi sweater to Scott Ferguson and welcome to Episode 142. I get introduced to this gentleman, Mr. Todd Cohen, from sales leader by my good friend, Terry Bean. And I had to make sure I brought him on because this man is forgot more about sales. And I’d probably ever know. And I like to kind of think of myself as a pretty good sales guy myself. But Todd’s coming on and he’s going to really break sales down in lack of a better term dumb it down. He’s going to remind us not to take rejection personally. When you’re working with a coach kind of ask them what is their passion as well. And he’s going to remind you to connect, empathize and have an apt attitude of giving. So without further ado, sit back, relax, break out your notebooks, because here comes my friend, Todd Cohen.

1:10  

Time to shine today varsity squad. It is Scott Ferguson. And I got like some of that I consider almost like a friend. Now I’ve haven’t known him that long. He was introduced to me by a really good friend of mine, Terry being from the Motor City. And he said you have to talk to ty Cohen. He’s all about leveling up mindset and behaviors and get him on the show. So I know that he will resonate with you my squad out there. Todd has been inspiring and motivating audiences for over 12 years teaching them to sell themselves to achieve goals and incredible success. Todd sales culture, keynotes and workshops are in demand from audiences from every background. I mean, this dude just came that back from California. I mean, even during the COVID stuff, this guy’s out there killing it. He includes salespeople in that delivering approximately 85 probably closer to 90 appearances. And even with this COVID thing, he still delivering appearances whether it’s virtually or in person, and he does about 90 Lidl shows worldwide how leaves people the story to tell and feeling great about themselves. And he doesn’t just go out there and just spill a bunch of shit. He doesn’t just regurgitate. He’s out there helping people level up their mindset and have a great behavior of selling. He does it through humor and fun. Without further ado, I’m gonna have you come on here. Introduce yourself to the time to shine today squad. But first, what’s your favorite color? And why? Oh, that’s easy, one red, absolutely, positively since I’m a kid red followed by blue, red, followed by blue. It’s funny. I’m blue followed by ready like I have this call me blue. But that red streak comes on. It’s time to rock and Todd’s got the red streak, but he delivers it in a way that’s very unique. I borrowed a term from him. And every time you probably heard me on Berta Medina’s podcast, or some other podcasts out there, and I’m like, Listen, I always give Todd his trade credit credit here. But you know, I always say hurts so good. Like he taught says, Give till it hurts. And I just added so good to it. So, but I got that from my man, Todd. So Todd, come on, introduce yourself, please. And give us a little bit about the origins. I know you’ve been doing this about 1213 years. Yeah. Yeah, in fact, it’s interesting, I had to remind myself, it was 12 years, LinkedIn reminded me of that, you know, actually, LinkedIn congratulated me that, you know, it’s been 12 years since I’ve been speaking professionally. Yeah, this goes back to 2008 when I was with a job and, you know, traditional position, and I was running a global sales organization. And I left one day, you know, because of something they said to me, that really kind of hurt my feelings, you’re fired. In any event, you know, actually, they didn’t say you’re fired, but it was, you know, reorganization and the economy fell out. And, you know, I really started thinking long and hard about, you know, how people are learning sales and how people are committing all this money to sales training for the sales team. But it’s not just the sales team themselves, right? We’re all in sales, which was why I wrote my first book, everyone’s in sales. So from there, I’ve morphed it to keynotes and workshops, and, you know, some coaching and consulting, I tend not to take a lot of that on, I’m extremely picky about coaching clients, because you have to really, really, really want to commit to making a change. And so I’ve developed, you know, this, this stuff, which is really my passion, about changing the culture of a company by changing the mindset, and the behavior of sales, you know, killing that stereotype of the slimy sales guy, you know, nobody wants to be that person, right. So how do we get a whole company to sell how do we get a whole company to understand that what they do matters that, you know, nobody wakes up in the morning and says, I’m proud to be overhead, right? Everybody wants to know how they make a difference. So we can’t do that until we change how people view sales. And I’ve changed that conversation permanently over the last 12 years for people. And yeah, I do about 90 gigs a year, give or take, you know, whatever, this year a little different. Yeah. Did you have to convince yourself also? Me? No, like, no, it was always there. Because I mean, I don’t ever end that no matter what you’re selling.

5:21  

No, no, no, I gotta tell you, not only not only did I not have to convince myself, it’s been something that’s part of my DNA. You know, since I was a kid, you know, when I was 13, I walked up and down my street. I grew up outside of Pittsburgh, and I walked up and down my street and I took money. You know, I earned from my bar mitzvah, I think it was and I bought a lawn mower. And I walked up and down the street, and I knocked on doors, and I said, can cut your lawn, it was, you know, a whopping three bucks, plus $1 for trimming. So it was $4 a lawn, you know, I was rich, loving it. Never. I never thought twice about it until, you know, people, I started watching people over the years, not achieve a goal because they were afraid to ask because they didn’t want to be salesy. They don’t want to come across as pushy. And that’s the stereotype, which keeps us from doing what we all earned the right to do. And what we’re doing regardless, is we’re all selling everyday with every conversation. If you’re trying to influence somebody you’re selling, if you’re trying to teach somebody you’re selling, I’m selling right now, because I want to influence people to think differently about what sales isn’t, isn’t. So we’re all selling every day. Absolutely time. So mass you like me, I was a paper out kid, you know, and the kid that was older than me, was given away his paper out. And he was kind of a popular kid in the neighborhood. And, you know, I went to him and said, Listen, man, I’ll pay you five bucks a month, if you give me the route. You know, so I had that instilled in me as well. But when you started there, what made you go corporate? Well, my first job was with Xerox. Okay, you know, I went to college. And, you know, I came from a, you know, I come from a fairly traditional family, my father worked for traditional, a traditional position. My mother was a schoolteacher. So, you know, that’s what I knew, like most of us, right? You know, if my parents had both been, you know, entrepreneurs, or scientists or engineers, maybe I would have Well, no, I’m not nearly that smart. But maybe I would have gone down that road, sir. The reality of it is I went to Xerox, which was my first job. And I was fortunate enough and blessed enough to receive really what the time arguably was the best sales training in the world. Oh, absolutely. And, you know, it was just, it was more of a natural with with my comfort level in my personality. And so you win in sales? Like, yeah, oh, yeah. And, okay. And, you know, and as I like to point out, you know, and again, this gets back to the core theme, right? We’re all in sales careers. This is some of us do it professionally. Right? It’s this are doing it every day. We just don’t realize it or want to acknowledge it. Oh, sales careers every day. Gotcha. So Todd, you’re traveling 25% of the year, you’re giving presentations. 25% a year, so 90 presentations? Yeah, more or more? Yeah. Because so okay. Okay. So, what do you think makes a great coach or speaker? What are you afraid? cinequest? What do you think makes a great coach or speaker? Oh, you know, look, it’s the same thing that makes a great salespeople, a salesperson, right? You have to be able to connect with people, you have to be able to empathize, empathize, especially now. Right? I mean, and you have to really have an attitude of giving. And this is what I don’t see enough of right now. And and candidly, you know, this is like Groundhog Day from 2008 2009 2010. It’s for a different form of reason. Absolutely. But it’s the same thing, right? A lot of unemployment, a lot of people struggling a lot of people trying to, you know, who are now in a position of having to go out there and say, why am I different, right, sell themselves. And so what makes a great coach or a speaker or a salesperson is you’ve got to be able to see through things past what it means to you, you’ve got to think about them fall, see through things as what it means to use squad, you hear that? That is amazing. And if you can’t do that, then you might get the sale, you might get the short term gain, but you will long term not have the reputation that you want

9:37  

or the relationships right. Well,

9:40  

they go hand in hand, right? Well, I mean, that’s what I had to add it on, though. Come on now, brother.

9:43  

Yeah, I’m totally

9:45  

if I’m out pressing flesh, and which we’re allowed to do here in South Florida. We have networking events pretty much every week. How will I know? If someone I’m talking to is a good prospect contact connection referral to tackle well It’s, I appreciate that. So, you know, if you’re asking how would be a good referral for me, you know, are they in a position to want to change or part of the company where they, you know, they understand that everybody plays a role that, you know, the sales team doesn’t have to do all the lifting themselves where, you know, they understand that everybody plays a role. And oh, by the way, none of us as professional salespeople can get done what we need to get done by ourselves. It’s a it’s a jigsaw puzzle. It’s a Rubik’s Cube, right? So there’s not a lot of people who can look at their companies and say, yeah, we’re flawless. None of us are in silos, we’re all absolutely collaborating the way we need to be. Right? It doesn’t exist. Right. So, you know, that’s, that’s just one of the many ways that you know, that people can make a referral, love. So when you’re bringing in a client in and maybe through discovery period, if you don’t mind sharing a little bit of your secret sauce with us on a method that you might use to help them find their blind spot? Yeah. So first of all, I don’t let me dispel a myth I everybody’s out there trying to redefine sales and say, I’ve got the secret are the silver bullet, or this is the latest and greatest, it doesn’t exist, period. At the end of the day, you know, sales is today what sales was 50 years ago, and 100 years ago, bass, thank you for saying that. It’s your ability to make a connection and not make it about you. If you have verbal diarrhea, you’re not going to get the sale, right? If you can take a moment and take a deep breath and be present. And listen, and ask open ended questions. What you’ll do is build a relationship. Now, if you try to take that too soon, and rush it into something, then you’re going to blow it. So you know, I have a saying patience is profitable. Right? Look, I know you’re you’re into real estate. And you know, one of my dear friends was fella named Mike McCann, who is who was the number one realtor for Berkshire Hathaway. Now he’s, he’s gone over to I think it’s Keller Williams, and he has one or two in the country. And I will tell you, he has relationships. He’s an incredible closer, he’s not afraid to ask, and he doesn’t take it personally. Right? That’s the other thing. People go, I don’t want to ask because I don’t want to get rejected, you’re not being rejected. rejection is personal. If someone says, Hey, Scott, I don’t like you, like I’m not doing business because I don’t like you personally, that’s rejection. Otherwise, somebody just doesn’t have enough information to make the decision at that point. I mean, we overthink this to death quicker. Just be yourself and let a relationship form and people then will want you to ask them for business. love that. I love that. That is fantastic. A lot of people that I coach, and if you’re listening out there, I tell you don’t take things if someone doesn’t want your product, or whatnot. Right now, personally, it’s not a rejection of you. It’s not set for them right at the second that thank you for saying that. Timing isn’t right, you know, great. Personally, I love that. I love it. So Todd, when you bring in again, we’re going to kind of go back to the discovery process. When you’re first starting to talk to either a CEO or even someone one to one. Is there any good question that you wish they would ask you?

13:27  

But never do?

13:28  

Yeah. How did you? How did you discover this passion? Because I have I have great stories, right? And you know, if you want to talk about a great way to build relationships, and connect with people, and create empathy and understanding and genuine heart, the heart connection, stories are the great connector and speakers were trained to build what’s called a story bank. Right? I have stories that I tell, and they’re real, and they’re genuine. They’re not made up. They’re not fabricated. Occasionally. One is a composite. You know, it’s like, different pieces. Sure. And they’re all true. Right? And that’s the great connection point, Scott. Right? I mean, that people connect with stories, because they can say, yeah, you know, I get that I had a similar situation. He had never thought about that people connect with stories, there’s a great common denominator. Love that. That’s true. And that’s where I even start off any of my presentations, as people know, with my story, because it’s so unique. And then sodus Todd Todd has made the story somebody you didn’t tell, which I should have said, you know, he’s a survivor or cancer survivor, correct. So he faced the adversity, you know, and whatnot and rejection of life in a sense, you know, really coming at him. So Titan Hummer, which is which we talked about quite a bit. Hey, Todd, let’s get our DeLorean with Marty McFly. Let’s go back to the 23 year old Todd. What kind of knowledge nuggets are you dropping on him with the wisdom and knowledge that you have right now? if you will? Yeah. So Well, I’ll tell you, you know, it’s really funny. You bring that up because a couple of days ago, I actually found my original ID badge from Xerox from 19. None of your business a long time ago, and anybody who’s interested, can I have a picture of it on LinkedIn actually. And when I look at that young Todd, I’ll say, Well, for starters, you’re going to lose your hair. So because I had a full head if you were a well, bro, you will Yeah. Anyhow, I would say a couple of things to that guy. Don’t overthink stuff. Don’t overthink, I would say to him, anxiety is not useful if you are letting yourself get so anxious, and not taking the steps to understand why you’re anxious and deal with it. Love and work hard, work hard and play hard. Love it and share the play. Well, you can just work so and you know, want to play? It’s a great question. Because I’ve thought a lot about this. Maybe Maybe I’ll read a fourth book on that. And I would love to read that especially with the your background and your story. So we talked a lot about the dash here at time to shine today. Today, I want to know and our squad wants to know how you want your dash. Remember that little line in between your incarnation date and your expired expiration date. You know, how do you want that to remember maybe a living legacy? Or maybe an epitaph How would you like that? Remember, two words. He cared? Love it. You do? genuinely who I am. And I know a lot of people say that and I believe people when they say it, in fact, I believe people until they give me a reason not to believe it. So I tend to start people off with an A and they have to work to an F A lot of people start you off in an F and you have to work up to an A maybe I’m too trusting but I think at the core, most people do care. Love it. Love that Todd. Todd, what are three things that Todd can’t live without? It could be a noun, it could be person place or thing. Just three things you can’t live without

16:57  

my wife my dog.

17:01  

And, and homeboy. And a good meal.

17:07  

What’s your favorite?

17:09  

Well, I’m a cook. I you know, I love to cook. Okay, my hobby. Okay, but I’m an eggplant parmesan. And parm seven meals a day. Probably not breakfast, but I could go lunch and dinner. I make them need a plant parm,

17:24  

love it. So the got the family, the pop

17:27  

in a eggplant parm, love. Love it. Love it. Love it.

17:32  

What’s your definition of life well lived?

17:35  

Well, well, that’s a you know, I think that changes, right? I think that changes. You know, prior to my having cancer, my definition might have been money success climbing the ladder, you know, reaching this sort of imagined Pinnacle that society told me I had to reach right. And I think sort of post cancer or epiphany, although I’ve always been more grounded than then that. But I think it was more, you know, I’m not so concerned now about I mean, I do very well Thank God. And you know, I’m fortunate, but I worked very hard at it. And I’m not so concerned about what the W two says anymore. I you know, I I really want to like enjoy what I do. And I love Love, love my work now don’t get me wrong, I’m not willing to, you know, you know, make it up, you know, but I think there’s more of a balance. You know, there’s much more of a balance right now and I’m actually very thankful for it. Got it. Got it. As we wind things down. I’m just blown away I got notes people like coming out the wazoo for my friend here talks. But let’s uh it’s a one things downtime we move into our leveling up lightning round. And we get five or six questions no explanation. Just what off the top of your head got five seconds answer you and I could talk for 20 minutes on each of them fire away. All right, brother. What are the best leveling up advice you’ve ever received? Work hard play hard. I’m sure one of your personal habits that contributes to your success breeds. 3d hell yes. Yay. I love that. Thank you for saying that’s not the book you’re reading right now. Not the book you’ve written? Not the flavor of the month but what’s that one book? That’s like man, Todd. I need something that’s gonna lovely lovely up you. Hey, Fergie. Read this. What would it be? No question about an emotional intelligence by the master. Yeah. Goleman that emotional emotional intelligence is absolutely it changed my life. And and I have to say that it may be the best sales book indirectly ever written. Yes. Yeah. Emotional intelligence is amazing. Amazing. So what’s your most commonly used emoji when you text? Yeah, thumbs up, baby. Awesome. Thumbs up physical What age would you want to be if you could be it for the rest of your life physically free to go the great age? Great. Second year, my 42nd year was a phenomenal year. Love it. So would you be a Hollywood action star or an MVP on a sports team? Oh god neither, because there’s a very cool both of them are infinitely more talented than I However, if you wouldn’t mind being I used to do a stand up comedy so I wouldn’t mind being a comedian on Love it. Love that. Love it. Love it. What’s your favorite charity and organization like to give your time and or money to

20:37  

American Cancer Society?

20:38  

Beautiful. Thanks for saying that. And last question. It’s a little bit tougher. might need some explanation. This ring annoying for last. But what’s the best decade of music? 6070s 80s or 90s? No question. 70 cents? Yes, definitely. We got to. We got to hang out and crush some of that eggplant parm and listen some SR are Hey, Erica. Hey, Todd, how can we find you my friend? So thanks for asking. I’ve had a great time with you. So with that, you can find me first of all, anybody can find anybody? Right? It’s you know, dial up the old Google machine. But you know, anybody can find anybody. It’s my website is tied to DD CO and co h en topco. And calm, really easy to find me. And you can reach me by email at Todd at Todd cohen.com. Two DS, not one. The guy with one D is actually a photographer in Chicago. And occasionally I get his emails. He doesn’t appreciate, you know, my getting emails saying hey, can I order four by seven proofs or something like that? Right? A few days, just like the logo right there behind you. Just like Wait, hold on. There’s a weather report just like on the post right here. I love that. And speaking the books, folks. When this episode drops, I’m going to have you go to the time to shine today Facebook page and the first one that leaves a comment like I do with a lot of my guests. I’m going to personally purchase the book mail at the Todd Todd’s gonna assign it to you and then he’ll bill me for the for the postage so good. In fact, I’ll tell you what, I’ll you do one and I’ll do one for the second comment. How about that? Beautiful, beautiful. So that’s two books and you can Which one? Which book? Do I do one of each everyone’s Okay, everyone’s gonna get used to this, you know, I’m still coming in. So I’ll do another one stopping, apologizing, start selling and stop, stop apologizing and start selling, which I think is is so needed for what we’re in right now in this pandemic, because people need to, they need to step it up with their confidence and get out there and ask for stuff. I love it. And Todd leave us the time to shine today squad with one last Knowledge Nugget you want us to take with us internalize and put into action. Yeah, nobody wakes up in the morning. Nobody on this call wakes up in the morning it says I want to be overhead right? No matter what role you are in, in a company. What you do has a systemic impact on a customer or a colleague or your boss ultimately saying yes to what it is you need. So recognize that that is a sales motion. Get rid of the stereotype of sales. And understand that you’re selling whether you want to whether you want to believe it or not. So embrace it and understand again, there was a stereotype that, hey, Don’t be that guy. I don’t like that guy either. You’re selling simply by showing up in being present. I love that. And Ty just reminded us squad. Fantastic, just fantastic interview he mentions Don’t be overhead. Remember what you do matters. And that you’re always selling so might as well be powerful. In that situation reminds us to get your asking your ask for help where needed. He wants you to connect, empathize and have an attitude of giving. He wants you to see through past what it means to you while you are talking to people in starting to bring them in to your company. Remember that patience is profitable, okay? Don’t take things personally. It’s not a rejection. When somebody rejects your sale, they’re not rejecting you. That’s the timing is what matters. So make sure you follow through and follow up with the people. You know, ask your coach if you if you’d have a coach now maybe ask them. How did you discover your passion? And if you don’t have a coach, get with me? I’m gonna get you with Todd. And he can you know, he can add you can ask him that question. Don’t overthink? How about to be remembered as a man who cared. He wants you to work hard and play hard. And again, don’t be overhead Todd, I’m blessed to have you on your legendary you’re humble you’re healthy you’re leveling up your health leveling up your wealth. You’re part of our squad now. Thank you so so much for coming on brother.

24:51  

Thanks. appreciate the invitation. love doing it

24:54  

next time by now. Hey, thanks so much for listening to this episode of time to shine today podcast. Probably By southern New Jersey real estate real estate excellence, who can be reached at 561-249-7266 and online at www dot Sutter in nugent.com. If you’re a business owner or professional who would like to be interviewed on top to shine today, please visit time to shine today.com flash gust. If you like this episode, please subscribe on Apple podcasts, Google podcasts, Stitcher, Spotify, I Heart Radio or wherever you get your podcasts. There’s a link in the show notes to our website. Also there you will see our recommended resources. We hope that you will support our show by supporting them. If you like what you have been listening to, it’d be great if you could just give us a five star rating and tell your friends to subscribe while you’re at it. I’m your host, Scott Ferguson. And until next time, let’s level up. It’s our time to shine.

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