Listen To Episode #344 of the Get Clients Now podcast:
Coronavirus will shape the future of selling everything. Frank Somma, Certified NLP Practitioner, Coach, Keynote Speaker & Author of “B2B Is Really P2P” reveals communication methods that can help your business survive and thrive in troubled times.
When I first discovered how powerful NLP sales and communication methods can be and when I learned how to become a business to business sales super star
using them … I knew I had to get Frank Somma booked for the Get Clients Now podcast. So, on today’s episode, you’re going to learn at least seven, probably eight strategies you can use to get clients now and keep them coming.
When we first booked Frank as a guest on the show, we weren’t going through the Coronavirus challenge. But we did the interview last week and that’s when things really started heating up.
In spite of being very, very close to the epicenter of this in New York City, and in spite of the fact that his lovely and delightful daughter is fighting a very serious illness (she’s only 35) … this man showed tremendous courage and demonstrated his strength of character by doing the show and by sharing some of his best NLP sales and communication methods you can use to become a powerful communicator.
NLP sales and communication methods you can use to help you sell easier and faster as we come out of this current challenge and then continue to use and benefit from for years to come.
Episode #344 Transcript: Ken Newhouse Interviews NLP Sales and Communication Methods Expert Frank Somma
KEN’S INTRO TO THE SHOW: On today’s episode, you can learn how to become an NLP sales and communication methods black belt. Where you can learn how to become a business to business sales super star so your business can survive and thrive in this Coronavirus-generated recession.
Ken Newhouse (0:00:00):
Today’s episode number 344 the get clients now podcast, and my guest today is Frank Somma. Frank’s the author of the book: “B2B is really P2P: How To Win With High Touch In A High Tech World,” which is an absolutely fabulous book that reveals NLP sales and communication methods that show you how to become a business to business sales super star.
NOTE: You can purchase Frank’s book on his website and after adding the book to your shopping cart, add the word “success” (no quotes) in as the promo code. You’ll get a discount off the book and FREE Shipping!
And so, if you’re a sales professional, a professional like a dentist, chiropractor or MD, a consultant, a coach, a small business owner, whatever, and you’ve got to sell your products and services or both. And especially during the recession.
Now that was not the context of our discussion, but the information Frank gave during the interview was absolutely fabulous applicable and actually it was so relevant to the current situation we’re facing right now with Covid-19 and the Coronavirus that actually moved the interview with Frank Somma up in the schedule of shows that are going to be broadcast for the get clients now podcast.
So we’re in day five of the 15 day shelter and place recommendation. They quote unquote recommendation given by President Trump and Dr. Fauci. Everybody knows Dr. Fauci and obviously right now most of us aren’t selling a whole lot of anything, really nothing at all.
And while I’m not a, not a world class or world leading biologist and I’m not on the front lines treating patients sick with coven 19 like my sister and I, both of my nieces are, I do have a graduate degree in chiropractic and one of my undergraduate degrees is in human biology.
This is a tremendous challenge we're facing and while I may not be hurting as bad as you, I know what it means to lose everything due to no fault of my own. Many years ago, back in 1994 I went through personal and business bankruptcy after being hit "head on" by a dump truck. I understand the pressure you're under right now.
The Jeep Cherokee Ken was driving in 1994 when suddenly and without warning he was struck “head on” by a fully loaded dump truck.
Ken Newhouse (00:1:42):
Yes, I want to help you become skilled at using NLP sales and communication methods and yes, I brought Frank on the show today to show you how to become a business to business sales super star.
And as I look at what we’re facing, I want to just say this, we’re going to get through this and we’re going to come out okay. When this is finally brought under control, now obviously most of us, if not all of us, have lost an enormous amount of investment in savings.
Some of us had probably lost their business, which is just tragic. Other people have lost their jobs. And as I mentioned on the previous shows before, many, many years ago, back in 1994 I went through personal bankruptcy, personal and business bankruptcy after I was hit head on by a dump truck.
Right now you may not be focused on how to become a business to business sales super star. But learning these NLP sales and communication methods can help your business survive this massive financial obstacle we're facing.
So while (thankfully) … I’m not struggling even remotely close to what you might be going through, I’ve been down that road where literally I have lost everything.
So I’m hoping and I’m praying that you’re not facing that, but I can say with a hundred percent sincerity, I can tell you truthfully and honestly and from my heart that I know the uncertainty and the angst that that situation could bring into your life.
I want for yourself, for your family, and if you have employees and things like that, so I know it’s really, really difficult, so I don’t want to minimize that or overlook it because I know it’s something a lot of us are facing, but I just want you to know I’ve been down that road. I have an understanding of what that’s like and it’s not fun.
Now what I’ve said about the Coronavirus and Covid-19 and getting through this faster than we think we’re going to get through it, getting through it better off than we think we might be getting through it. And learning how to become a business to business sales super star by using NLP sales and communication methods is going to help you immensely.
Having something solid to stand on (emotionally and psychologically) that can't be moved can keep you focused.
Ken Newhouse (00:02:32):
There’s a good chance I’m right about this, but there’s also the possibility that I could be wrong. I don’t know. At this point, I’m giving you what I believe straight from my gut. You know, my faith and personal relationship and Jesus Christ is what carries me through every trouble, every trial that I go through.
And whether you’re person of faith or not, it is always good to have something to hold on to that simply cannot be moved. And so please consider what I said and please understand. Did I truly want what’s best for you? I want what’s best for my family, for my kids, for our nation, America and the world. And so in addition to sheltering in place, praying and putting my faith in God, I’m going to keep working.
I’m going to invest the time that I have right now to work even harder on improving my business so that when we come out the other side of this thing, I can hit the ground running faster and farther than I was before this actually started.
Frank Somma showed tremendous courage and demonstrated his strength and character by actually coming through and doing the show and by sharing some of his absolute best stuff you can use to become a powerful communicator.
Ken Newhouse (00:03:10):
And maybe you can do the same. Maybe you can, as Napoleon Hill said in the book, thinking, grow rich, realize that there is a seed of opportunity in the midst of every adversity. And that’s what I’m gonna look for.
And I would encourage you to look for that too. And whether you’re a first time listener or whether you’re a longtime member of the get clients now nation, you can count on me to keep bringing people on this show who have the skills, the know how, and the passion to share with you the things that work in the trenches.
And if you’re like me and if you’re like my most successful members and clients, you’re going to look for those quote unquote seeds of opportunity and what me and others are going to share with you. And you can use that to get past this and come out the other end better and stronger than you ever imagined possible.
My Guest today is Frank Somma. Frank has an amazing track-record serving under past Presidents, in the C-Suite Corporate World and now as one of the world's leading coaches teaching NLP sales and communication methods
Now my guest today, again is Frank Somma. And when I actually first book Frank as a guest on this show, we weren’t actually going through this whole ordeal with the Coronavirus, but we did the interview last week and that’s when things really started to heat up and in spite of being very close to the epicenter of this in New York city, and in spite of the fact that his lovely and delightful daughter is fighting a very serious illness, she’s only 35 but she’s fighting for her life.
This man showed tremendous courage and demonstrated his strength and character by actually coming through and doing the show and by sharing some of his absolute best stuff you can use to become a powerful communicator.
These are NLP sales and communication methods you can use to help you sell easier and faster as we come out of this current challenge and they continue to use this information and benefit from it for years and years to come. Literally, Franks methods show you how to become a business to business sales super star.
Ken Newhouse (00:04:19):
Listen, these are NLP sales and communication methods you can use to help you sell easier and faster as we come out of this current challenge and they continue to use this information and benefit from it for years and years to come. Literally, Franks methods show you how to become a business to business sales super star.
Now, before we welcome Frank in on the show today, I will actually address a question I recently received through the online portal and this is the question. It triggered the decision in my mind to move Frank’s interview up because this is a question. It is absolutely relevant to what we’re going through right now with the recession.
We’re now in a recession. Okay? We’re going to continue in a recession for a little while, but the interview with Frank, it was this question that told me:
The interview with Frank Somma was so relevant to our current situation that I had no choice but to move the show up to the front of the line.
“Hey, listen, the interview Frank gave was so relevant and would be so helpful to people listening, so how they can actually be able to come out of this faster and easier and be able to sell more effectively, easier than ever before because of the communication methodology that he taught during this interview that he shared.”
This is high level stuff. That’s what told me that I actually had to bring Frank’s interview up to the forefront and release it now because it’s relevant right now. It needs to be heard right now. It needs to be acted on right now. This is really going to encourage you. It’s going to help you, but let me read the question.
Here it is: What do you do when you can’t sell your products and services? Because the Coronavirus has hit the economy hard and a lot of people, most people aren’t spending money. Well that’s a great question.
We haven't faced a Coronavirus before, but we faced recessions before. And if you're like me and if you're like my most successful members and clients, and if you're over say 40 years old, you've been down this road before.
Ken Newhouse (00:05:01):
And truth be told, that’s a question that most of us are asking ourselves and we’re asking each other. This is why it is so important to learn these NLP sales and communication methods. Because unlike the typical recession, I think this is anything but typical, but when you really take a step back, when you get right down to it, it’s very similar to what we faced before.
Now, we haven’t faced a Corona virus before, but we faced recessions before. And if you’re like me and if you’re like my most successful members and clients, and if you’re over say 40 years old, you’ve been down this road before.
Now as everybody knows, a serious recession changes things for not just people in business changes it for everybody. You know, budgets are tight, uncertainty prevails, and certainly there’s no lack of bad news. So how do you sell your products and services when nobody’s buying? Well, no, this shelter in place is not going to continue for months on end. It’s not. It’s going to end and it’s going to end not too far down the road.
Budgets are tight, uncertainty prevails, and certainly there's no lack of bad news. So how do you sell your products and services when nobody's buying?
But even when the recommendation to shelter and places lifted and we start moving about again, some people because of their fear and uncertainty are simply not going to spend money on a lot stuff. Yeah. But on the flip side of that, some people, we’re gonna see this for what it is and they’re gonna see that just like in business, there is inherent risk associated with all opportunity and they’re going to see the opportunity to take action, learn these NLP sales and communication methods and get back in the game.
I'm going to invest the time that I have right now to work even harder on improving my business so that when we come out the other side of this thing, I can hit the ground running using these NLP sales and communication methods faster and farther than I was before this actually started.
Ken Newhouse (00:06:08):
And these are the people who are going to come out of this better off.
Then most of the other people who hesitate or out of fear refuse to take any action. They just don’t want to move forward because they’re terrified or whatever it is. And I can’t blame anyone for that. I can’t, I’m not judging anyone.
I’m just knowing how it’s gonna work. And those are the people, the people that are willing to take action to people that are willing to take risks. Those are the people:
- We want to be. I’m not telling you to take crazy risks, nothing like that. And I’m speaking specifically in a business context here, but
- We want to be those kinds of people. We want to be the kind of people that take action. We want to take educated action, we want to make educated decisions, but we’re not going to be controlled by fear.
Five Things You MUST Know About How People Spend Money During A Recession
And it’s these people we want to find and attract so we can sell them our products and services using the NLP sales and communication methods Frank teaches us today, because these are going to be the people who buy our stuff.
So one of the most important things we can understand is to understand how people spend money during periods of recession.
And what I want to do now is I want to run through five quick points (about how people behave during a recession) with you and then we’ll bring our guests Frank Somma in on the show so we can dive into his NLP sales and communication methods and so you can learn how to become a business to business sales super star as we come out of this recession.
Before we dive into these powerful NLP sales and communication methods ... and before Frank teaches you how to become a business to business sales super star ... there's something I want to cover with you.
One of the most important things we can understand is to understand how people spend money during periods of recession. Here are FIVE quick points you might want to know.
Ken Newhouse (00:06:54):
#1: During recession, people spend money less often. Now, this doesn’t mean that they don’t spend any money, but it does mean that they’re much more careful with how they spend it.
#2: During recession, listen to this. Value is more important than price. The value proposition, your value proposition, not your price is the most important component for you to be able to sell stuff. Because buyers are making fewer decisions to spend money. It’s gotta be about value, not about price.
#3: I don’t know who said this, but someone once said, a recession is a terrible thing to waste. Understand this, that they’re going to be less people in the marketplace competing with you, right? A lot of people going to be closing down their businesses.
Some people lose their business, other people out of fear aren’t gonna move forward, but the competition you’re going to be facing will be far less. It’s going to be wild and wide open, not going to be easy, and the people that are going to win, the business owners, the professionals that come out of this, and they’re going to do okay, are going to be the people who have invested the time to create a strategy to follow it and to take action.
These are the people that are gonna dominate and they’re gonna win. Now, listen, most business owners are only gonna focus on expense reduction, not revenue production.
They’re gonna stop advertising. They’re gonna stop all proactive activities and they’re gonna look to cut, cut, cut, cut, cut costs at every possible corner.
Henry Ford said, I think he said it best, a man who stops advertising and marketing to save money. It's like a man who stops a clock to save time.
Ken Newhouse (00:08:28):
And if we look back at what Henry Ford said, I think he said it best, a man who stops advertising and marketing to save money. It’s like a man who stops a clock to save time. Think about that and ponder it.
I’m not telling you to be Renegade with your money. I’m telling you to formulate a strategy, develop a plan, and then go out and proactively attract business because there will be some people sooner than you can imagine who will be willing to invest in what it is that you have to sell.
#4: The business owner, the professional, the individual that’s able to take the right amount of actions and persist with those actions through this time are going to be the people who win the lowest price. Hear me very carefully.
The people trying to slash the prices the people tried to offer the lowest price in order to generate business are not going to be the people who went here. It’s the people that are taking right actions and they persist with those right actions over time. We’re going to be the people who come out of this better off than everybody else.
And on today’s episode you’re learning incredibly powerful NLP sales and communication methods that will allow you to take “right actions.” And by taking these right actions, and by using the methods Frank teaches today, you’re going to own the process for how to become a business to business sales super star.
I first learned about NLP sales and communication methods from Mean 'Ole Dan Kennedy 25 years ago.
#5: I learned this from Mean ‘Ole Dan Kennedy many, many years ago, but money follows attention. And the seller that can get the most attention, we’ll end up with the most money. This is why you don’t want to stop advertising and promoting your business.
This is why you don’t want to stop reaching out to your clients, customers, and patients. I’m not telling you to try to sell them during this 15 day window, but reach out and touch them.
During recession, "Value" is more important than price. Yet another reason learning these NLP sales and communication methods can help you more than you realize.
Ken Newhouse (00:09:02):
Send them something encouraging. Try to uplift them. Show them that you care. That is going to go a long way with your customers, clients, and patients that’s gonna help your business. It’s gonna help you so exerts in leadership.
Lead your tribe and show them that you care. Because when you come out the other side of this and people start to spend money, they’re gonna. Remember that now is the time to increase every possible opportunity you can reach out and touch the people who gave you money. So remember this, the business owner, the individual, the professional who can be top of mind in the decision maker’s mind during this time.
Those are the people who are gonna win during the recession. The individuals, the brands, the company that continually focus on ways they can improve their business. Use this time to your advantage, whether it’s formulating new methodologies, new trainings, working on new ways to attract new clients, customers, or patients in your business or your practice, whatever it is.
Use this time. Invest this time wisely. And remember any goal, any target can be achieved regardless of the economy. I’m not talking about this 15 day window we’re in, but eventually we’re going to come out of this and we’re gonna be in a recession. Any goal, any target can be achieved regardless of the economy with the right amount of actions, executed persistence, not just actions, right? Actions. Keep that in mind.
I don't know who said this, but someone once said, a recession is a terrible thing to waste.
Ken Newhouse (00:10:19):
I’m gonna go ahead and read Frank’s bio and then we’re gonna bring Frank on. On the show. And I promise you guys, this is a really, really good show. It’s one of the best interviews I’ve ever done and as it relates to the time and the challenges we’re facing right now you’re absolutely going to love this.
You’re going to get so much out of it and it’s so helpful. And Frank is such an amazing guy, but Frank showed up for this interview very graciously and very humbly. He delivered. He delivered for you guys in a real big way.
Frank Somma is a sales and communications expert, speaker, author, and lifelong charity fundraiser. His sales expertise is born from a very background. His discipline comes from courtesy of his time with the United States Navy’s presidential honor guard, where he served under Presidents Jimmy Carter and Ronald Reagan.
His heart comes from his lifelong devotion to charity work. Frank was one of the longest sitting national presidents for the Cooley’s anemia foundation. His sales leadership expertise was developed during his long tenure as a partner in sales VP with CVS and office automation company in New York and subsequently with Toshiba.
In New York, in New Jersey. Frank took his NLP, neurolinguistic programming education at the New York Institute for NLP and earn his practitioner degree in that communication science. He’s been speaking and training professionally for over 15 years winning accolades from such notable companies as DLL bank, GE, Xerox and K Hovnanian in his book, B2B is really P2P: How To Win With High Touch In A High Tech World.
Frank Somma delivered BIG TIME and this is one of the best interviews I've ever done. And as it relates to the time and the challenges we're facing right now, you're absolutely going to love this.
Ken Newhouse (00:11:11):
Just came out in January of this year and like I said, it’s an absolutely phenomenal book. Frank lives in Homedale New Jersey with as long time love Debra and when he is an occupied with one of his businesses, he’s either out running with his dog or in the kitchen cooking for his kids or grand kids. And something else that I know about Frank is that he loves to hunt and fish something we have in common among many things.
So with that guys, let’s go ahead and welcome Frank on the show. And like I said before, you’re absolutely gonna love the show today.
Ken Newhouse (00:11:31):
Okay everybody, this is a new house and I just want to welcome our guest, Mr. Frank Somma.
Frank is the author of “B2B is really P2P: How To Win With High Touch In A High Tech World” … and Frank, on behalf of myself and the members of the get clients nomination, I want to welcome you to the show. How are you doing today?
Frank Somma (00:11:53):
I am fantastic.
Ken Newhouse (00:11:54):
Awesome. So in light of all that’s going on, Frank and I are both in our bunkers, safe and secure, I think, well I can’t say that in more safe, but Frank you’re right outside of New York city, is that correct?
Frank Somma (00:12:06):
I am, yeah. And in central New Jersey.
Frank, how did you become one of the world's leading experts in sales communication using NLP?
Ken Newhouse (00:12:08):
Yes … and that’s, uh, you know, I keep thinking of world war II that’s almost like ground zero even though I know it started on the West coast. I actually came from both coasts actually, if I, if I know that correctly. But anyway, Frank, I appreciate you doing the show today. I know in spite of all the tension that’s going on, we’re going to have an awesome show today. And, if you’re ready, let’s go ahead and let’s go and dive in.
Frank Somma (12:30)
Ken Newhouse (12:32)
Okay. So one of the first things I do, Frank, and we mentioned this just a few minutes ago, is I like to ask our guests, every guest, the first two questions are the same.
So if you could give us a backstory, uh, take two or three minutes, if you could. How did Frank Somma get from psychology years or high school years or youth years or whenever it started to where you are now to becoming so, so popular?
B2B Is Really P2P is a value-packed book on how to become a business to business sales super star you can use to attract more leads and convert more prospects into paying clients.
But you do a lot more than just write books. You actually train lots and lots of companies, big companies and people in communication and a whole bunch of other stuff. Tell us how you got to where you are now?
If you want to learn how to become a business to business sales super star, Frank Somma can get you there
Frank Somma (00:12:56):
Well, it’s interesting. I’ll give you a couple of flash points. So I was not expected to do anything like I’m doing. I grew up, started life in a housing project in New York city and, and my neighborhood, you know, most, most people were laborers.
I hadn’t seen anybody in a suit and tie ever do it. You know, business people didn’t exist when people told me as a kid; “Hey, maybe you should be a sales guy.”
I thought, I don’t want to be in Kennedy’s and Tom McCann selling shoes. I didn’t know there was any other kinds of stuff. I really didn’t.
I didn’t know if there was a business world out there. It just wasn’t part of my life. And, so what, what happened is I was kind of uninspired in, uh, around 18 years old and I joined the United States Navy and I was really blessed to be selected for the president.
Frank served under Presidents Carter and Reagan.
Frank Somma (00:13:30):
And during my time at the guard, I served Carter and Reagan, both presidents, Jimmy Carter and Rosalyn.
You know, and I credit a lot of the discipline that has helped me to get to do things that I’m doing now from that time in the guard because it was a super prestigious, highly disciplined unit. So during that time, my godfather, who was a, a high school dropout Marine Corps enlistee wound up as an executive through just hard work and et cetera, in, with Western union Telegraph.
And he convinced me not to take shop in New York city and rather to go for an interview for a sales job in Western union. I did. And I think what’s important here is I was so filled with gratitude, like I couldn’t believe that I got to put on a suit and tie and drive to people’s businesses and that the more I did, the more they pay me.
Like it was mind blowing to me that I had business cards in my pocket, you know, with my name on them and a company name. I, you know, I was a kid that wasn’t from this world.
So I hustled. I did five times when my manager asked me to do every day because I couldn’t believe that I had the opportunity to do this and that I got to show up and go to work every day. Of course, this was long before I learned NLP sales and communication methods.
My degree in NLP sales and communication methods where I dove deeper into great communication and understanding the personality styles and the ways to communicate with people and taking the responsibility for that.
You know, all my friends, uh, had to go to work every day and they did these crazy and labor intensive jobs. And here I was dressed up all clean in a suit and tie with cross Panama breast pocket and visiting business people.
It was an absolutely amazing transition from the end. And I work real hard at, and I think the next flash point for me was in the middle nineties when I met a guy who I’m still a, I’m a business partner with today is still good friends with Jim Koehler.
And Jimmy taught me goal setting and when I started goal setting in earnest and really sticking with it was in the middle nineties and it completely transformed the way that I lived in the things that I was able to accomplish.
And I guess, you know, one other flash point might be my degree in NLP sales and communication methods
where I dove deeper into great communication and understanding the personality styles and the ways to communicate with people and taking the responsibility for that. And and here we are today.
Who were the people that inspired you Frank and taught you how to become a business to business sales super star?
Ken Newhouse (00:15:20):
Yeah, I know a lot of people who are quote unquote NLP’ers, they use NLP sales and communication methods, but I haven’t met that many people who’ve actually gone through the official training and have a degree in NLP.
And so, uh, that’s, uh, that’s incredible. That’s a lot of hard work. I know it is. To get, get through that. It has to be, it’s a pretty intense, uh, format to go through, but it’s, uh, it’s incredible. I mean, the things you can achieve just utilizing that methodology.
Who are your mentors? You have
anybody that comes to mind?
Anyone who really inspired you and taught you how to become a business to business sales super star? I know you mentioned your godfather and some other people that anybody that really liked books you’ve read or even as a kid, you know, I’ve talked to people that said, you know, my second grade teacher really inspired me when no one else did.
And that really, I’m serious. And and other people, you know, it’s like, well, I hear a lot times it’s like my dad or my mom or my parents, things like that, or a brother or something like that. Anybody comes to mind for you?
Several people really inspired me to become successful.
Frank Somma (00:15:59):
Well, in terms of, inspiration, you know, I said in the introduction, in my book, uh, the fact that I can write is really because my mom, uh, you know, she was, my mother believed in me when it just didn’t make sense.
You know, when I was a kid, I was a difficult kid. I probably would have been diagnosed with a couple of these acronym kinds of things that kids are, I have noticed with today.
But back then I was just a bad kid. So, but my mom, my mom never thought that she had this Wayne smile on her face whenever I did anything goofy and Adeline and just told me how great I was all the time.
So I think my number one greatest influence in my life is my mom. And, uh, but going on to mentors, I would say Jimmy who I just mentioned who taught me goal setting, he’s a real, real good friend still.
And a, and another guy, Dr. Rob Gilbert, uh, Rob is a professor at Montclair State. And when I hired him to talk to my sales team back when I was at VP sales with Toshiba, I brought Robin to talk to the sales team.
And I was so enamored with what he did. I asked him if he would come out to dinner with me one night and tell me how to do what he was doing. And that was the beginning of me becoming a professional Frank Somma was through his tutelage. And we’re still really good friends today.