Crowning Connections: Pluto, Tide and Chevrolet w/Brandyn Miller

Brandyn Miller of CLEAR Message joins Rob Clemons of Monarch Roofing for the Crowning Connections Podcast Season 1, Episode 13. These two business leaders chat about connecting with your clients through reversing the roles. “It’s not about your awards! It’s about what you can do for the client!” Also get to know Brandyn’s WHY behind CLEAR Message.

CLEAR Message offers practical steps for business leaders.

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Rob Clemons
Welcome to Crown Connections with Rob Clemons and Monarch Roofing. Today, I’m excited, we’re going to talk a little bit about training and building your company. We all know in the United States of America, that one of the big hallmarks of a good company is do you have a good culture? And do you have good employees that work for you, which is a part of that good culture? So we’re actually excited today. We have Brandon. Brandon, you’re here with CLEAR… what’s your company’s name, again?

Brandyn Miller
CLEAR Message Coaching and Consulting.

Rob Clemons
Here’s what got me. You have this great logo here. It just says CLEAR on it. So, I totally focused on that. But I love that. Tell me a little bit about your company and how you help businesses?

Brandyn Miller
Well, it’s amazing. Every business starts for the exact same reason. And it’s because we learned a skill or developed a product or have something that can help somebody else live better. So we go out to do that. The problem is, there are six critical areas of business and we never learned the other five. We learned that skill. We learned that we developed that product, whatever it is, and we never actually learned the rest of how business makes our life better, as well as our customers live better. And the biggest hindrance to that is having a clear message. Knowing how to talk about your product, your service, your business, so that you attract the right resources in all six critical areas. And it’s from attracting the right people to any position. It’s attracting the right resources, if you’re looking to expand the investors. If you’re looking for partnerships with people or connecting with those customers, by knowing how to talk about your business, so that customers are actually excited. That they raised their hand. They self identify and say you are the person that I’ve been looking for, and they actually walk towards you. So you never chase a sale. Again, when you have a clear message, when you know how to talk about your product, all of the resources for all six areas start working together and you transform your business into a profit generating machine. So you get to help more customers. And that’s what we started to do is to help people live better.

Rob Clemons
Okay, well, that I mean, that makes perfect sense. So tell me, I feel like a lot of companies, you get into business and and it’s like, why don’t I get into business? And then they struggle, though? Well, you know, I want to make money. Right? You know, but I feel like that you’re tapping into something here that’s that’s a really important one for people to listen to. How do you find your clear message? Because I think this is some of those probably really underrated, right?

Brandyn Miller
Oh, absolutely. There’s a system and a process to figure out. We know everything there is to know about our business. In the roofing world, I’m going to butcher it, but you probably know, the composition of architectural shingles versus asphalt shingles versus, you know, whatever else. And you know, everything about that. And, you know, so you start learning about that. And in any other business, I love to use Neil deGrasse Tyson as an example, because he knows everything about the…

Rob Clemons
Shout out to quantum physics.

Brandyn Miller
Exactly!

Rob Clemons
I’ve read it. Yeah,

Brandyn Miller
So he knows everything about the night sky. He knows the difference between a planet and a dwarf planet and pisses people off when he mentions the difference between the two because Pluto got bumped for awhile.

Rob Clemons
For Pluto. Yes, it’s not right what they did to Pluto man, right.

Brandyn Miller
But when you can actually connect the knowledge that you have, and inspire people on their level, they suddenly… Because I hate to break this to you, your customers, even if their roof is leaking, they don’t care about the difference between an architectural shingle and an asphalt shingle or whatever else. They care about their most important investment. Whether it’s their house, or their family, or those possessions, the end or the aesthetic, they may want to look a certain way. But when you can position your product and service as the resolution to the way that they’re feeling, then they become interested in your specifics of that product or service. But they care about what’s important to them. So transitioning, just taking the exact same information and twisting it just a little bit. There was a long running car commercial series by Chevrolet, great car company, I’m going to say something that that’s gonna make you think that I don’t like them. But I do. They’re fantastic. But they ran these ads over and over and over again. And it was about we won this award. We won these JD Power Awards. We won these awards. Look at us, look at us, look at us, but nobody really cares about the awards that you won when I’m spending the money. What matters is you need to make sure that you get to work on time. That’s why we strive to make our cars the most reliable on the planet, so much so that they even gave us an award for it so that you never worry about running late for work.

Rob Clemons
Okay, so you’re tapping into something that I think is really, really important. And I want to stop there. I want to really emphasize and underscore what you’re saying here. So let’s use Tide as another example. And I think you might have heard this, but you’re Tide years ago came up with a concept, and everybody was talking about how we’re gonna get your clothes cleaner, right. And they’re like, Oh, we got all these chemicals, and all these things, and these special ways of making your clothes cleaner. And people you don’t know what they’re talking about. Anyway, now, I don’t want to go back to that though, I want to talk about sales one to one. But a lot of people don’t care about the details. And then Tide came up this like genius concept. And what it was is, we make your clothes smell fresh, you know. And then all of a sudden, people are like, you know, all of a sudden, I want to buy that Tide. I want to buy that product that makes my clothes smell spring, fresh, whatever that means. But it was something that people could get behind. Because the message was very complicated before “we’re just gonna make your clothes cleaner.” But what did it do for the customer? Right? Is that kind of what you’re saying?

Brandyn Miller
Absolutely. When it, when you land on what my… Okay, so every company solves a problem. First of all, you’ve got to know what problem you solve. But then, most companies sell based on the features of their product. And again, using a car lot, you walk up to the car. And what’s it got. It’s got this sticker and it says cruise control and heated seats, and you know, whatever the list, and everyone has a price. But none of that translate in to how customers buy. We cost we buy based on emotions or the internal problem. How it makes us feel. So thinking back into the 70s. And I remember this because my grandfather bought his first brand new car with cruise control and, and leather seats. So those two things I’ve used forever. It’s part of that I don’t need cruise control, I’ve got a foot, it works just fine. I don’t need leather seats. You know, any seat is just fine. Am I gonna pay extra for that; automatic transmissions would be another one. Until you actually say, imagine driving through Hazard, Kentucky without worrying about a speeding ticket? Because they were famous for speed traps.

Rob Clemons
Sure, sure.

Brandyn Miller
So suddenly, that results into something I want. I don’t want to worry. Imagine driving across country and not being tired and exhausted because you have air conditioning now. You know, instead of saying air conditioning cools the air. Air conditioning gets you to your destination, so that you are ready to have a great experience not be worn out in need and that, because you’re soaked in your own sweat.

Rob Clemons
Yeah, I know. Well, you know, I like that. And one thing I do want to talk about so Monarch Roofing, for example, we have training with our sales guys. And one of the biggest things that happens is and we sent them through weeks of training, to learn how to sell a roof. And most cells guys with the probably the biggest, I think error they make is that they spent so much time learning about the details of the product granules on the shingles and how it’s thicker and all these things. And then they get out and they want to regurgitate the silica customers. Oh, my gosh, I want to show you how much I know. And they lose that little thing that you’re talking about. It’s It’s like you’ve lost the connection to why the customer has you there. So in this way, I spend a lot more time trying to almost deprogram that in fact, I’ve heard before that a lot of these customers two months in three months in, they might not even remember what brand of shingles they have. But they do know it looks good. And they do No, they’re not leaking. So those are good things, right?

Brandyn Miller
And then they know that you’re not going to have to worry about this for 20 years. You’re not going to worry about this for 50 years. You know, and again, with technology, those might be old numbers, but I can remember, you know, seeing 20 year shingles or 30 year shingles or..

Rob Clemons
Yes, like a big deal, right?

Brandyn Miller
So it’s like, you replace this roof. And unless a catastrophe hits, you never have to worry about this again. And again, I know a little bit about you guys, because I literally see you guys across the street.

Rob Clemons
You can throw a baseball hit our building.

Brandyn Miller
But you know, I know you guys have a maintenance program. So you can actually reduce that level of worry even more. Let us come out once a year to make sure that you know nothing unforeseen has happened that squirrels haven’t, you know, made a nest; that something hasn’t made an impact. Any of these things and all that the customer does is just wants to not have to worry about those things. And again, you know, they don’t care about the shingles, they care about the the level of stress, the level of worry, or the protection of their most important assets. Whether it’s the house itself, whether it’s their family, whether it’s their stuff, you know, nobody wants to look up and see a water spot and because that is a dread. And then of course, you know, they call everybody they can think of but if they’re on your maintenance plan, well he was just out last month, it’s not a roof thing. Maybe it’s an HVAC thing, you know. Whatever it is, I make stuff up a lot. So

Rob Clemons
Oh, yeah,

Brandyn Miller
If my details are off, it’s the concept.

Rob Clemons
HVAC. I’m gonna jump. No, I mean, as a roofing guy, I can tell you it is a lot of times HVAC when you see a leak. Let me tell you something. And I’ve got three questions that I like every salesman to know coming up to an appointment. And a lot of times I have to explain this to the guys. I’m saying you don’t ask these three questions. But you have to know the answer these three questions, however you get it out. And I’m not going to tell you the third one because that would just be giving you all my secrets. But I will tell you the first two. And the first one is it’s the most basic question. “Why am I here today?” And I tell you what, it gets missed so often, Brandon. I mean, it’s one of those things where, you know, “hey, I need a new roof.” Okay, we’ll be out tomorrow. We’re sitting in our guy, and he gets out there. He’s like, yep, you need a new roof. And he goes through. First question, “Why do you need a new roof?” Customer says, “Well, I just don’t like the way it looks.” So why am I gonna spend all my time talking about hurricanes and everything? You got to understand what the pains are right? And then the second thing I’d like to know is “how long have you been thinking about doing this for?” And I feel like that that gives me a mindset of the customer. Because I know what kind of customer I’m dealing with. You know, is this so urgent to you that you just found out yesterday? And now you’re calling me today? Is this something you learned about five years ago? So you know your audience better? Is this sort of like along the lines of what you would recommend yourself? Or?

Brandyn Miller
Oh, absolutely. And, you know, let me give you some secrets from the the carpet sales king of Toronto, Canada. You may have seen him and heard of him, because he obviously made a great name for himself. His name is Howie Mandell.

Rob Clemons
Oh, yeah. Heard of him.

Brandyn Miller
Of course, we don’t know him as the carpet sales King of Canada at this point. But early in his career, he actually would have a series of questions as people out of high school, he worked in a carpet sale stuff. So people would come in and he would say, “Oh, what brings you in today? How can I help you?” “Well, we’re looking at some new floor coverings.” And he’s like, “Oh, what is it for indoor or outdoor?” Every time he asked a question they answered, in these two categories, he would take a step one way or the other. And then finally, he’s like, “Oh, so you’re looking for an indoor carpet, for the high traffic hallway that is in the green brown shade, and you’d like a little bit longer mat and then a heavier pad? Would you like this one or this one?” Because based on their answers, he took a step exactly to the product that they described. And within months, he was outselling people who had been in the industry for years, as a kid. So, and then more details that I learned later, is the reason he came up with that series, or that that method. As a kid, he only liked to read the Choose Your Own Adventure books.

Rob Clemons
That’s funny. Yeah, so where you go one way or the other based on? No, it’s really cool. You know, the most interesting part of that? Is he just asking questions. And that’s, you know, it’s like salesmen one to one. To ask them questions…like dating. If you’re ever going to date and you’re talking about yourself the whole time, I don’t know, that’s usually not a great method for success here.

Brandyn Miller
I don’t know, I’ve been married 25 years. It’s been a really long time. But yes, I agree.

Rob Clemons
Brandon, what makes a successful marriage?

Brandyn Miller
Somebody knows the answer to that, please call me.

Rob Clemons
Your wife’s on the phone! Let me let me ask you a different question. So give me a company that we would recognize that has a clear message. And what is that message? I mean, you must have an example for us.

Brandyn Miller
There are lots of them. And again, there are only seven messages that you need to create to build any brand. The one I use most often is one that everybody has to have, but they also know so in 15 minutes or less, what could you do?

Rob Clemons
15 minutes or less what could you do?

Brandyn Miller
In 15 minutes or less you can save 15% or more on your car insurance!

Rob Clemons
Oh, we are doing that. Okay, gotcha. Yes, yes.

Brandyn Miller
Everytime we hear that we know what that is. Why do we know that? Because they told us!

Rob Clemons
Yeah, absolutely. And repetition.

Brandyn Miller
If you remember a couple of years ago, or may not have been two years at this point. They tried to change that because some of the there competition had actually latched on that and said, “Well, 15 minutes is an eternity we can get you set up in 90 seconds.” So they were going to go to, I think it’s serving insurance for over 75 years or something. Almost as soon as they tried it, they stopped it because they realized this was off of their message. So that’s just one example. But so many companies get close to it. Touch points are a huge thing. We get over 5000 messages into our eyes every day. The human brain cannot process that information. The only way for us to survive is to tune out what doesn’t help us survive or thrive. So in order to actually connect, you have to tell people exactly what you do, why they need it, or how it’s going to make their life better, and what they need to do to get it. If you can’t answer those three questions in any communication, they’re not going to stop and listen. And again, I started earlier talked about the problems. The way to get people to start listening is to start with a problem. Again, it’s the same function of the human brain to survive and thrive. We store information as answers or solutions to problems. Even if I don’t have that problem I will remember the solution to it in case I come across it.

Rob Clemons
Hmm. Interesting. So what would you recommend to businesses that are, you know, trying to find out, you know, like, trying to basically uncover this little mystery here?

Brandyn Miller
Well, I would love to help them. It’s not a hard process. But first of all, know the problem that you solve. Be known for the problem that you solve. If you cannot define the number one problem that you solve, take time and understand and articulate that problem. Position your product or service as the solution to that don’t get lost in the weight, just say we do the magic. So problem, solution, and lifeafter. If you do those three things, PSA, I call it the PSA formula. It’s not a public service announcement is problem solution life after no the problem you solve. Offer your product or service as the solution and describe what life is going to be like when your customer no longer has to deal with it. What is life after they’ve used your service and they no longer have to experience or suffer from that. When you do those three things in that order: problem, solution, life after, you almost can’t not grow and connect with people.

Rob Clemons
Yeah, that’s great, great tip. And I think this stuff is really important. So now you have you have to get this message to your employees. How do you train your employees to think like this, what’s, you know? Because this is a mindset, right? And you bring an employee on day one, and they’re thinking, “okay, cool, I sell cars,” or whatever it is, but how do you get this message to your employees?

Brandyn Miller
It’s really simple. It’s the same way we do it to external customers, because an employee is just an internal customer. We tell them. We think they, we put it on the front page of your employee handbook, that should be enough right. No. That is collecting dust on the bookshelf, right side, you know, a dozen other books that we’ve never read. Every day when we have a strong mission statement and the mission statement for and if you’ve got a mission statement that you’re happy with, that’s great, you know, create a purpose statement. But you can put those same elements into your mission or your purpose, and remind, not only are you going to remind your existing employees, but you’re going to attract those ideal candidates to those jobs, because they understand what you’re doing, how you’re making people’s lives better, the timeline that it has to be accomplished on, and why it’s really, really important. Because your customers, your potential customers, your future customers should not have to continue dealing with that problem, because you have a solution. Jeff Walker said something in 2015 that changed my life. I’ve never sold anything since. He said, “If you have the solution to somebody’s problem, it is your sacred duty to tell them you can help.” If they choose not to accept your help that’s on them, but it is your sacred duty to tell them you can help.

Rob Clemons
Sacred duty to tell them you can help. I like that, I like that. Talk a little bit about this, then, what what inspires you? I mean, is there have you got a certain role model in life or somebody that you looked up to that it’s kind of helped you to really develop into who you are now.

Brandyn Miller
You know, I, I kind of wanted to get out of a situation that I saw repeated in my family over and over again. So I just tried to learn as much as I could say that I didn’t repeat the mistakes of the past. That’s kind of the anti role model. I knew I knew where I didn’t want to go. And I wanted to research how people actually excelled how people made up. You know, I did not do great in school. I did not learn the same way other people did. So this is all self taught. I did go to college. I actually studied physics at Virginia Tech for three years. But I didn’t learn the same way. And when I got into the business world and saw people working way too hard and struggling way too much. And now these days people who are tied to their phones, worried about is there going to be enough revenue coming in. Because every bit, I’m getting way off your your question just because of the mistakes that I see people make. But yeah, so it’s just finding the success stories and finding the systems that got them to that success is what motivates me. And then to turn around and help people to stop making those mistakes. You know, every business runs on lag measures. What was last week sales, what was last month sales, what was last quarter sales? What was this week sales compared to last year? There is not a thing in the world that we can do about last week sales. If we don’t have lead measures? Do we know how many people are coming into our sales funnel? Do we know how many people do we know what our conversion rate is on based on those number of people? Do we know? You know, when you set up lead measures, you can actually get a crystal ball! You can tell what your revenue is going to look like before it even gets here. So giving people those tools so that they’re get better night’s sleep so that they’re not tied to their phone, worried about, you know, answering a customer’s question at 930 at night when they should be sleeping or spending time with their family. Giving them that resource and that availability to avoid mistakes is just hugely rewarding and I guess that’s what motivates me now.

Rob Clemons
Yeah, no, that makes sense. What other hobbies do you have?

Brandyn Miller
Oh well, um, I listen to podcasts, non stowed away. You know, one of my mantras, or one of my things is 4:46. Every morning at 4:46am, I’m up, I’ve run five at five, five times a week. And the reason I try not to do anything on the quarter hours to remind me that every minute counts. I start my day moving and learning. So while I’m running those five miles,

Rob Clemons
4:46. So why not? 4:44? Was there ever a consideration of?

Brandyn Miller
I don’t know.

Rob Clemons
There’s a certain randomness to it. I appreciate that. It’s awesome. You say you run by five? For five?

Brandyn Miller
Yeah. 5 Miles at 5am.

Rob Clemons
Wow, that’s pretty good. Yeah. What’s, what’s the key to being like keeping your body healthy like that? Because obviously, you’re running five miles a day is legit, right? That’s a lot of wear and tear on the joints. I mean, do you ever just have to ice the knees or anything,

Brandyn Miller
you know, oddly enough, something, you know, every stage of life learn or teaches you something different. And, you know, in my 30s, I was very overweight. On the commercial break, I might run from the couch to the bathroom. But, you know, you get to a point when you look at your kids, and you realize that at some point in time, they’re going to need advice. And if I’m dead, they’re going to have to ask somebody else for it. So I want to make sure that I’m around long enough to give them advice, and maybe even their kids. So, so made some some education changes, because everything starts with education. And I realized what my input was doing as far as my output. Learned a whole lot about food learned a whole lot about actually moving and some, you know, function with that moving. And just by changing what I ate, because I did not start with an exercise program at all. I lost about 35 pounds, and suddenly it didn’t hurt to move. So that was kind of like, “oh, yeah.”

Rob Clemons
It’s a reward for the little bit of hard work. Yeah, you know, I guess I’d make a parallel there with business, right? You know, you got to start with attainable goals. And that’s one of the first things anytime that, you know, I’ve been in physical fitness too, for years. And anytime that somebody is telling me they’re thinking about getting into a fitness routine, losing weight, putting money on, they’re putting pounds on their benchpress, wherever they’re doing, I always tell them start small. Because it’s the person who decides they’re going to work out for two hours a day right off the jump that, you know, it’s not sustainable, right, you got to kind of build up that stuff. So good lesson for business, you know, don’t try to become the “Business of the Year” in year one, just get a little bit better than you were yesterday. That goes a long way. Right?

Brandyn Miller
Absolutely.

Rob Clemons
I we got a few minutes left, Brandon. So I wanted to ask you probably something that I think would be helpful for businesses out there. What is the most common business mistake that you see people making? And you know, obviously, you might say not having a clear message so I get that but is there like any one thing that you see most commonly that businesses don’t do properly?

Brandyn Miller
There are so many of them, but again, the clear message piece: knowing how to talk about your product or service so that it connects is one of them. And again, part of that is getting in the weeds. You know, asking a car mechanic you know, and he’s going to tell you about foot valve trains and you know, belts and you know, all that the intricate workings and I just need to know when I turn the key is it gonna start every day?

Rob Clemons
Yeah.

Brandyn Miller
You know, so being able to relate to the customer as the customer needs it and the way that I frame am this and it’s the system that I teach is positioning the customer is the hero. And the biggest way that we can can shift that is by transforming the I, me and we statements that we use into how to does it affect you and your life and your quality of life based on the customer. So taking the exact same information from their point of view, it lets them say, “Oh, you’re talking about me.” And again, they’ve raised their hand and they walk towards you. And it works in every business, every aspect of the business. And, okay, let me flip that that’s the big one. The other one is not having a dashboard that you can look at, because it doesn’t matter how well your business runs. If you run out of cash, you’re gonna fail. Not having a easy way to see what your revenue stream is, what your capital current capital is, and what it’s going to look like. That right there is the most critical: cash is king. They’ve said it for years. Yeah, it is. But it’s a great way to make sure that you have a steady cash flow is knowing how to attract.

Rob Clemons
Yeah, absolutely. Well, just just summarizing that, I would say that, you know, having having a roadmap to where you’re going, you know, making sure you get the budget proper to do it, tracking your leads, and how effective you are with them. All measures of success. That makes perfect sense. Well, Brandon, I’ll give you 30 seconds, give me an elevator pitch on your company. Just show us how it’s done.

Brandyn Miller
You know, every business starts with a great idea. The problem is business leaders never learned the six critical areas of business, much less how they’re supposed to work together in order to transform it into a profit generating machine. When you get frameworks, repeatable, proven frameworks in all six areas, you never worry about work. You grow your business.

Rob Clemons
Beautiful was that 30 seconds, Denielle. Okay. Perfect, perfect. Okay, Brandon. It’s been a lot of fun. Appreciate you being on with us today.

Brandyn Miller
Thanks so much. My pleasure. All right, sounds good.

Rob Clemons
This has been Rob Clemons with Crowning Connections. We’ll see you next time.

Transcribed by https://otter.ai

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