All In Uncensored with Ryan & Bryon

Speaker 1 0:23
Welcome to all in uncensored with Ryan and Brian. Here we are at Brian. Hey Ryan,

Unknown Speaker 0:28
how are you doing today?

Unknown Speaker 0:29
I'm doing pretty damn good. How about yourself?

Unknown Speaker 0:31
I'm doing pretty damn good myself.

Unknown Speaker 0:33
What are we going to talk about today?

Speaker 2 0:35
Today we're going to talk about a book that we have read. Brian put this book on my desk about a month ago. And I was rebooting my computer. And I picked it up. It's a quick read. I think I read it in about just over an hour. The book is called go for no.

Speaker 1 0:51
Yes is the destination. No, is how you get there.

Speaker 2 0:55
You know, it was a really, really good read. One of my favorite reads. I've read 14 books this year. So far.

Unknown Speaker 1:04
We're just I'm super you're tracking you're tracking for your goal.

Speaker 2 1:07
My goal is 50. But go for no. I wanted to do a podcast just about this.

Speaker 1 1:13
I second that motion, the overview of this book, basically, it it's a really great format, because it's basically storytelling. So this guy, I mean, we're not going to give everything away here. But this guy basically cocked his head on a golf course and then wakes up and meets his future self. And his future self is way more successful than his himself. Yeah. And it goes into how he got there. And basically and, you know, so in sales, typically, the mindset is you try to get a sale or a yes. And then you have a goal of so many S's in a week. And once you hit that goal, you've hit your goal for the week, and you pretty much stop. Yeah, well, this golf course you go to

Speaker 2 1:56
that? Is that the golf course that week, he made his calls, and he got three yeses right away. And that was his his weekly quota I believe was three, five, I think I believe he had two more to go. Okay. But yeah, he got three real quick and he kind of, he started rewarding himself. Yeah. Put it on cruise control. Yeah. And the book goes into, you know, change your mindset. You know, figure out Track, track your sales? How many nodes does it take to get to a yes. And then go for the no, yes. And change your mindset to to get to those noes. And even if you get, let's say you're let's say it takes you 20 calls in one day, on average 20 calls to get one yes. Well, you set your new goal, if you want to do a sale a day, and our businesses would be different. But in general, if you want to do a sale a day, you would set your goal every day to get 20 nose,

Speaker 1 2:51
no matter how many yeses you get. Correct. Yep. So just because you get a yes doesn't mean you stop, you've got to hit that metric of hitting that No. And so the concept really kind of like digging into what is go for no really mean, it's failing faster. So the quicker you fail, the faster you're going to get to success or that Yes. And it's like a mind blowing concept. When you really think about it's like, wait a minute, like, because we're taught that Oh, failure is not good. But the reality is, is if you look at sports figures like Michael Jordan, he kept taking the last second shot. He failed multiple times. But he failed

Speaker 2 3:28
way more than he then he accomplished, right. You know, you look at baseball players,

Speaker 1 3:33
right? Batting 300 or 330. Amazing career. That means you're failing seven out of 10 times. Yeah. But that you're known to be the best ever. Yeah, you're successful. Yeah. It's crazy. It's what an interesting concept.

Speaker 2 3:47
I mean, how many times let's hop over a homerun homerun record. Barry Bonds. Okay, let's this let's go with Barry Bonds. He has an overall homerun record. And he's known to be the best home run hitter ever. Yes. What did we not talk about?

Unknown Speaker 4:05
How many strikeouts he had? Exactly? Yeah,

Speaker 2 4:07
we don't talk about his failures. You fail as fast as you can. And that's what the book goes into. You know, you go for nose and you fail as fast as you can. If you if your goal is to set 20 nose per day, you get after that if your first call is a yes. And it can be a call. It could be a sales meeting. It could be anything. But if your first one's a yes, you're not done. You go and continue your 90 and other calls or sales meetings. And if you get other yeses, great. Yep.

Speaker 1 4:39
Yeah, I really liked this concept. It's it's really talking about, you know, trying to level up and scale. The quicker you fail, the more you're going to be able to scale that much quicker. And there was excuse me, I'm battling with you, Paul and is just terrible are out here. This time of year,

Speaker 2 5:00
I was gonna do a video this morning and say, hey, everybody gets snowed last night. Yeah, yeah, she's yellow snow.

Speaker 1 5:05
Yeah. So there's the foundational principles of this book is basically so he created this office culture, his future self of embracing the know. So he would actually give out awards to his sales team.

Speaker 2 5:21
biggest award of the year is the no award. Yep. The no

Speaker 1 5:25
award who who had the most nose in a year? Ironically, that same person also won the top salesperson every single year, every single year. Yep, the person who gets the most nose wins the most sales and gets the most yeses. Yep. And so, Ryan and I started round tabling this, you know, because we've got, you know, in our business with there's, you know, leads that that are coming in, and people just either aren't ready or not right now, or it's a no. So, you know, we've been in the past we've been like, Okay, we're gonna make X amount of calls per day. And then that's it. And we just kind of cut off no matter how many noes or yeses we get. And after reading this book, it's like all of a sudden, there was a mindset shift. We're like, wait a minute, we've been doing this completely wrong.

Speaker 2 6:12
Completely wrong. Yeah, we ended after it. It begs the

Speaker 1 6:16
question, how much further along could we be in our production and our goals to scale and build? Had we been going for No, this last year? Yeah. But in certain ways. The other thing we discussed so in certain ways, Ryan and I feel like we have been going for no in other aspects of our business.

Speaker 2 6:32
Well, we've had a lot of noes and or fails over the last just over a year. You know, we've we've tried multiple CRMs we finally find one that fits us in what we want for the future. Yep. We've we've tried multiple of a lot of different things,

Speaker 1 6:49
multiple different lead sources. And we finally feel like we've landed on one that we feel is going to be a long term solution for direct to consumer. lead, lead production, if you will, to help us scale our branch so everything's kind of working in tandem with each other but we haven't been afraid to fail there. But on the sales end of it, it's just like this call reluctance kind of creeps in because you're afraid to fail. But when you embrace the Fails of raising suck, yeah, when you're bracing the sucker embracing the nose. That's what's gonna lead to Yes. What a great concept. Develop a want to fail. And for all you single people out there go for No, yeah,

Speaker 2 7:30
I was thinking about that before we got in here. So many people are

Speaker 1 7:33
afraid to ask somebody out yeah, whatever reason, but the more nose you get, the quicker you're gonna get to a yes. In

Speaker 2 7:38
the dating world. Yeah, you do. You have to go out on a limb. And you'll ask the question, right. You might get rejected. Guess what? Who cares?

Unknown Speaker 7:47
Yeah. Make sure the noes are the Cray craze.

Speaker 2 7:53
Don't tolerate nose in your everyday life. Yep. Begin to seek them. Yeah, that is a crazy concept. Begin to seek the nose. Rejection will start to be fun. Yes. Ah,

Speaker 1 8:08
you see how we're taught? He's talking about no one I'm saying. Yes. Weird. Yeah. Crazy how that works.

Speaker 2 8:13
Yeah, no, the book is really good. Everybody go get the book go for No,

Speaker 1 8:19
it's by Richard Fenton and Andrea waltz. You can find it on Amazon for like 10 bucks. Hit us up if you want to link and we'll send you a link for it. Here it is again, just so you can see it. For those of you that are watching.

Speaker 2 8:34
Do you know it knows teach you tell me character? They do. You know yes. Is teach you? Not a damn thing? Not a damn thing. Now? Yes. It's don't teach you anything.

Unknown Speaker 8:45
They do not know. You know, the

Speaker 2 8:48
other thing that I believe this book talked about was when you get your first No, ask him why. And don't quit. Yeah, most people get one no and quit. They

Speaker 1 9:01
throw out their arms and go hit the golf course to go grab a coffee or checkout for the rest of the day. I've been guilty of that tremendously in my past, had a few rough calls and then I would just I'm bagging it for the day. I'm done.

Speaker 2 9:16
You know, our friend Nancy. She's done lead generation for a long time. And I don't know any specifically,

Speaker 1 9:23
let's let's clarify. So what Nancy does is she gets online leads which are hard to work because everybody's shopping you. So probably arguably one of the hardest things that she's doing is buying online leads through Zillow. But to your point, she's one

Speaker 2 9:39
of the best I know she uses her CRM and she does not take no for an answer. She when she gets a no, she sets another calendar reminder to call that person again. And again and again. And again. The average person in sales will tell you know, five to seven times before you get a yes yes Some of those are ultimately going to be nose forever. And that's okay until they slam the door and tell you to buzz off. Who

Speaker 1 10:06
cares? We should actually get Nancy on the show and have her share her insights on that rate. It'd be great for anybody in lending insurance or any sort of sales field to really listen to her. And how she just pushes past all that. And she is she is, what do you want to say a lion when it comes to that she just goes out and gets her. She's tenacious, tenacious. That's a really great word. I was looking for a word like that perfect word for her.

Speaker 2 10:33
She is absolute tenacious, yeah, he gets her list, and she just beats it until it's absolutely dead. But she continues to get more and more new leads every day. And I mean, I know for a fact Nancy calls at least 100 people every day. 100 people 100

Speaker 1 10:49
She she might get 90 knows in a day. She doesn't let us 100 Yeah,

Speaker 2 10:53
I mean, it's all the matrix. It's all it's all. It's a numbers game. Yep. And she took the blue pill. Excuse me, the matrix? Yeah, you know, yes, it's absolutely the destination. But no, is how you get there. Yep,

Speaker 1 11:13
stop focusing on Yes, start focusing on learning from to embrace No, and get better from it. That's what I really kind of took away from this book and how we can apply that to our business, it's going to be the same. When we're recruiting people, we're going to probably get a lot of nose, either they're not going to be a good fit for us, or vice versa. And that's okay. The more we get through that, the quicker we're going to get to the people are going to really gel with the culture we're trying to create with our branch. And we've already got two great, great additions to our branch that I'm excited about that fit really well. Yeah,

Speaker 2 11:46
and we're looking at bringing on two or three more right away, which I'm super excited about that. And

Speaker 1 11:52
I look like at the refinance market. So you know, all the industry insiders are saying at some point rates are going to come down, you know, it's it's going to happen at some point. And granted, nobody has a crystal ball, but they're all of our wholesalers are preparing, they're scaling, they're hiring. They're saying you gotta be ready, like q2 is kind of the warmup for q3 and q4. And so I look at refinances right now as we as loan officers, and any loan officer out there should be reaching out to your book of business. Now. They it may be a no right now on the refinance, but that's going to turn into a yes in the coming months. And if you're not going through those noes to get the yeses, yeah, somebody else will be when you're looking at them right here.

Speaker 2 12:37
What we've done is we've started putting people on refinance. rewatches. Yep. You tell us what your rate is, how much you owe, what your loan to value is, when you bought the house, or you know what your loan to value is. And we put you on a rate watch, and we'll kind of show you the metrics of what your current situation is with where rates need to get to. And when we hit that rate, we give you a call, we'll go over the numbers again, make sure it still makes sense. There's a lot of things that go into it. How long you gonna live there. Short term, long term goals.

Speaker 1 13:09
Yeah. Dude, it's, it's gonna be so great to to help those people out with this. But again, it's just this mindset of going for now to get to the yeses, and failing faster. You and I have just been talking about this almost daily, since we both completed the book about how we can implement this in into our day to day activity. Yeah. And it's been phenomenal. We're

Speaker 2 13:32
going to put together a sales goal for no. Award award. Yep. And

Speaker 1 13:39
we're going to actually build this into our office culture. And we're going to drive this home with people. And I think prerequisite for all of our loan officers that join us is going to be to read this book. And

Speaker 2 13:49
I love that idea. Yeah. I love that idea. That thought came into my head went out of my head, unfortunately. But I love that you brought that back if you want

Speaker 1 13:57
to join our team, read this book first. And then we'll interview you.

Speaker 2 14:03
I might have another book for him to read too about culture. But hey, that's another that's another subject. That's another day. In the book, there was a really good quote by Benjamin Franklin. It says success has ruined many man.

Unknown Speaker 14:16
It truly as

Speaker 2 14:18
think about that. You get the yes and you're ruined. Yeah. Because you stopped. You don't continue to get the notes and

Speaker 1 14:25
you don't continue to get better. I mean, I look at people like Dez Bryan comes to mind Dez Bryant was a wide receiver in the NFL. Physically, one of the most gifted wide receivers that the NFL has ever seen. He came out of I believe Oklahoma State, wasn't it? I don't know. So he got to his destination which is the NFL and made the big money and he kind of stopped there he never like became the best route runner and put in the work like Jerry Rice would do. And some of these other guys that are have more humility. I'm not saying Dez Bryant's a bad guy by any stretch but He just relied on his pure athleticism and the fact that he made it to the NFL and he's an athletic guy. And that's all he relied on. And he never put the work in.

Speaker 2 15:11
So he was he just got the yes, he got the yes, he got his contract. You didn't go he didn't go for no

Speaker 1 15:17
success ruined him. Yeah, I see that. Sports is such such a great proving ground for all the analogies with sales and stuff. Because you can look at these athletes with all this talent. They find some success. I mean, Ryan leaves another good example. Right? Right. It leaves a headcase he's

Speaker 2 15:35
sorry, Ryan. He's a great. He's a great example. He was one of the most highly, most highly touted processor backs ever to come out. And he had a hell of an arm one of the biggest flops ever. Yep. Yeah, he just could probably throw football over that mountain. Yeah, he probably could. Uncle Rico.

Speaker 1 15:59
Yeah, so it's this, the sports analogies can go on and on and on with success versus failure. And let's,

Speaker 2 16:06
let's look at this from another angle. The book does bring it up a little bit. But let's look at this. From the angle of why is adults? Are we scared of the word? No. Because thinking back, kids, I have kids. We were kids. How many times did you ask your mom for, let's say lemonade. How many times does she say no. And you're just relentless.

Speaker 1 16:28
And you just found all these different ways to ask it another way?

Speaker 2 16:32
Yes. You're always going for yes. Yeah. And if mom didn't give you the right answer, you go to dad. Then Dad says would mom say? She said no. Well, I'm gonna say no. And then we go back to mom. And you might get 20 knows. But you're relentless. And as kids we always did that. We always went for the NO and NO did not faze us, but some, for some reason as adults. Villains become this bad word. It's fear.

Speaker 1 17:00
Yeah. And I don't know where we learned that along the way if it's a societal thing, or in our education system, but yeah, shit. Yeah. shouldn't be afraid. shouldn't be afraid like that. Gotta go for Yes. Or go for No, I mean, get through the nose to get to the yeses, what I meant. But yes, that brought up another point. So I'm reading that 10x is faster than 2x book. I'm still in the middle of because I had COVID. So I dropped my reading time. So I'm trying to catch back up.

Speaker 2 17:31
Yeah, cuz you don't ever have time to read while you're laying down during COVID? Do you? Well, I

Unknown Speaker 17:35
was brain fog.

Unknown Speaker 17:36
That's true. Yeah, you won't remember though.

Speaker 1 17:39
So it talked about that very thing, where kids have this desire to achieve. I mean, their vision is boundless, their dreams are unlimited. They don't care. They don't care. But it just talking about harnessing that dream of what you really want in life. And kids are fearless when it comes to that. Now, we as adults have very limiting mindsets. So it's talking about expanding your mindset. What do you desire? How do you want your life to be? In order to get there, you're gonna have to 10 exit, and you're gonna have to cut out all this other crap. And in a way it kind of goes hand in hand with this going for No, right? Yeah, you're just failing faster to get to where you want to go and letting go of the stuff that's holding you back. Fail Faster, Fail Faster, guys.

Speaker 2 18:22
I love that saying I actually got online and I'm looking for a poster to put in our office. Yes, it's fail faster.

Speaker 1 18:29
Yeah. And we've actually failed a lot since we've jumped into the broker world. And we've gotten a hell of a lot better for it. And we're going to fail more. Yeah, and I'm excited to go fail. Me too. Let's go fail. Yeah, let's go fail together.

Speaker 2 18:40
Hey, what do you do today? I'm gonna go fail. Yeah. And it's gonna lead to massive success. And yes, and yes, yep. So, everybody,

Speaker 1 18:53
go get the book. Go for No, yeah, go for now. It's on Amazon. Put a link below. Check out our website all in uncensored.com. Follow us on any of the social media platforms. You know, we

Speaker 2 19:04
don't make any money off that book. No, we don't. We should. Yeah, maybe

Unknown Speaker 19:09
we should go viral, I'm

Unknown Speaker 19:10
sure. Oh, I'm

Speaker 1 19:11
absolutely sure if it's gonna hit 14 people instead of seven. I'm so stoked, dude. And thanks for the comments on YouTube. We're in the boat hole, not the butthole the boat hole. Thanks, JD. Yeah. It's another great day, dude.

Unknown Speaker 19:24
What is today?

Unknown Speaker 19:26
It's another great day.

Unknown Speaker 19:27
Have a great day. Goodbye, everybody.

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