Author Jeff C. West Shares Practical Sales Language and His New Book, The Hidden Hiest

What if more prospects said yes to a first meeting because the ask was about their gain, not your pitch? We sit down with bestselling parable author and sales leader Jeff C. West to unpack the language, timing, and mindset shifts that quietly raise your acceptance rates and earn trust before you ever hit the calendar invite.

Jeff walks us through “priming the pump,” a simple prospecting rhythm that warms up cold outreach with two to three helpful touches. Then he shows how to use a 20-minute “value test” ask that centers the buyer’s outcome—what he calls their value from your proposition. We dig into fusion points, the pairing of positive emotion and clear logic that moves people to the next step, and a referral move that starts by giving first: ask clients what to listen for so you can send them business. You’ll hear real scripts, a story that sparked an instant referral exchange, and the subtle word choices that pull buyers toward you instead of pushing them away.

We also explore The Hidden Heist, Jeff’s new parable with referral icon Bill Cates. Set in a bank vault over one dramatic day, it blends suspense and humor to teach money mindsets that actually compound: busting scarcity myths, paying yourself first, and investing with patience. Parables stick because they fuse story with instruction—the same principle that makes memorable sales conversations. When you show up to serve, match real problems with real solutions, and keep the message simple, your yes rate climbs and your pipeline steadies.

If you’re ready to replace product-first pitches with value-first conversations—and keep more of what you earn with better money habits—hit play. Subscribe for more practical sales frameworks, share this with a teammate who needs a new opener, and leave a quick review to tell us which script you’ll try this week.

Chapters

• 0:00 Opening And Host’s Mission
• 1:58 Meet Jeff C. West
• 4:15 From Music To Insurance Sales
• 6:45 Why The Hidden Heist Exists
• 8:30 Sales Foundations And Prospecting Mindset
• 11:55 Fusion Points And Priming The Pump
• 15:30 Shift To Prospect’s Value From Your Proposition
• 19:20 The Referral Story That Changed A Career
• 23:40 Language That Pulls Buyers Toward You
• 26:15 Money Mindsets And Myths In The Hidden Heist
• 29:40 Parables As A Learning Engine

Transcript

SPEAKER_00: 0:00

I have seen salespeople ask for that first meeting uh to explain about their company and introduce the the client of the company and all this. And it it's it, you know, if you do enough of those, you'll set a few appointments, but your percentages are pretty low. But as soon as you learn to ask that prospect, would you be willing to spend about 20 win 20 minutes with me to see if you could take advantage of, and then you talk about whatever their value from your uh proposition is, spend 20 minutes to see if you can take advantage of that. We're doing it for other companies in your area because you're focused there, the percentage of people that will say yes to you rise. And that that's all it sales is like, I don't want to say it's like gambling, but you're looking to increase the percentages of yes.

SPEAKER_01: 0:48

Welcome again to the Commission Code Podcast. We appreciate you taking the time to listen and join us here today. We're here to help you increase your business revenue and have time to enjoy it. I'm your host, Maurice Sims, and I've been consulting and training business people for, well, let's just say over 40 years. We're focused on increasing revenue and having time to enjoy it. After years as a professional salesperson, I spent 32 years in the corporate world. I retired as vice president and chief learning officer of the sales department of a large insurance company where we designed and built and delivered training for over 12,000 professional salespeople. Now I get to consult one-on-one, helping people grow their business and organize themselves to make the most of the time they have. We also build online courses to support business owners in their work as they strive to build the business that they've always wanted. Our objective is really very simple. It's this we're here to help you get what you want from your business and your life. So, right now, let's get on with this episode. Jeff C. West is our guest today on the Commission Code for Your Success. And I gotta tell you, um I think I say this every time, but I'm really excited about this show. I just love doing this because I learned so much from everybody I get to talk to. But Jeff has got a history in sales and sales management where he knocked the cover off the ball. And then he decided to go write books. And he's written some outstanding parables that are just wonderful for the business person. And I gotta tell you, it's it's been amazing getting to know Jeff a little bit. And uh, we're gonna have a lot of fun here today. Jeff, welcome to the show.

SPEAKER_00: 2:38

Oh, thank you so much, Morris. It is an honor to join you and be around your audience today. Thank you for having me on.

SPEAKER_01: 2:44

Oh, you're more than welcome. And it yeah, man, this is gonna be fun. Jeff has written several books, too, with friends of mine. The the first Streetwise to Sales Wise with my friend Bob Berg, and a new book coming out called The Hidden Heist with my friend, the referral coach, Bill Cates. And uh it's just it's amazing that that we wound up getting connected this way. So uh Jeff, tell us a little bit about what you do and and what you're all about.

SPEAKER_00: 3:13

Certainly, thank you. Uh I have I'm one of those people that uh had uh went to college and got a degree, so I'd be really great in sales. I have a music degree, a bachelor's in music education, and a master's in music composition. But I ended up in sales immediately after college because uh the teaching jobs weren't open. I was in uh the Aniston, Alabama area, and no teaching jobs were open, and I ended up in sales. And so I've been in sales pretty much my whole life. Uh for the last 30 plus, I was uh independent. I was working for myself in the insurance industry, similar to what, obviously, to what you've done. I was actually the state manager uh for a Fortune 500 insurance carrier, but and I was handled the Southeast Texas market for them. And we were in supplemental uh benefits. And I I usually don't say the name of the company because I'll get people who are competitors and they didn't like the company, but but that the company was always very good to me. Um but uh I did that for 20 years, and then uh through a mutual acquaintance, as you just mentioned, Bob Berg, I had decided that I was going to uh leave the industry, and I had written my first book, uh The Unexpected Tour Guide, and uh sent it to Bob to get his feedback, and he was so encouraging, as you know it the way he is. And so in January of 2014, I began to branch out and speak and write books, and I specialize in business parables. Uh all of them, except for the newest one, have been geared towards sales and sales leadership. Uh, this new one is a much more broader audience. It's j geared to anyone who's trying to learn how to handle their money better. So it's it's a it's a it's an excellent story with Bill.

SPEAKER_01: 4:53

And that is such an important topic because in today's world, I think financial education is so lacking all over the place. Uh I was speaking with uh with one of my clients uh yesterday, and he said, you know, I asked people, do you have a budget? And 90% of them all say no. How do you live without a budget? I said, Well, I don't know, I've been doing it for 68 years. But uh it's just nobody teaches that anymore. You you don't teach somebody how to balance a checkbook, but you probably still should.

SPEAKER_00: 5:23

Right. Well, you know, Bill and I often refer to the hidden heist as that book that's filled with things that somebody should have taught us in school, but nobody ever did. And oh, you'll get a kick out of this, Morris. The uh the other parables, like I said, they were sales and and sales leadership oriented, and so they were always set in some sort of a sales of a like uh uh streetwise to sales wise was set in New Orleans, so it was there was some music in there. But I've I have a young man who gets I get him fired very early in the book because he's a little bit too smart for his pants. And then I take him through a learning process, and he but that's in the insurance industry in that. But in this story, since it's a much broader appeal, it's a it's a uh parable that teaches the the money mindsets we have that are that hurt us when it comes to building any kind of uh financial independence or wealth, and then some of the right habits to have. But I set this entire story in the middle of a bank robbery. It happens one day in a vault in a bank, and the entire story takes place there. The first line of the book is everybody on the floor! Oh grab people's attention.

SPEAKER_01: 6:34

That's what I was gonna say. How better could you grab my attention than with that? That's fantastic. Oh, I love it. I can't wait to see the book, but before I forget to ask, when uh the book is actually available for pre-order now.

SPEAKER_00: 6:48

Uh, the release date is September 16th. And what I'm telling everybody, look, if you want to kind of get a little taste of it, uh go to jeffcwest.com/slash the hidden heist. Uh no space in between, just the hidden heist. And up at the very top you'll see that you can listen to the first chapter of the audiobook. Oh, and the the man that we hired to do the audiobook, his name is Jonathan McLean, and he is he's been in movies, he's done well over a hundred audiobooks, won awards. He does an absolutely fantastic job on the book.

SPEAKER_01: 7:19

Oh, that's fantastic. I gotta go listen to that. I'm excited about the fact that we happen to have some mutual acquaintances. How did you meet Bob?

SPEAKER_00: 7:29

Oh, this this is a funny story. Uh back when, uh, in my early days in the insurance industry, I was one of those, uh I was kind of an average district manager up in the Dallas-Fort Worth area. I would make my quota one year, miss it the next. I wasn't in danger of getting fired, but I was certainly no superstar either. And in January of 2000, the state manager that covered that area gave us two books. He gave every district manager two books. One was Dr. John C. Maxwell's The 21 Irrefutable Laws of Leadership, which I know you know. Oh, yeah. And the second one, I also know that you know, was a book that I had never heard of the author in my life. The book title was Endless Referrals, and the author was Bob Berg. And then what Bob uh that book literally, actually, those two books totally changed the direction of my career. I knew you'd have it in your hands. That's that is awesome.

SPEAKER_01: 8:24

Of course, we're we're only doing the video, so nobody can see that I just held up the book out of off of my bookshelf.

SPEAKER_00: 8:30

But go ahead, I'm sorry. Oh, that's all right. But uh, that book literally took me from a struggling distant district manager. But when I began to apply what I learned in endless referrals and in Dr. Maxwell's book, my my district took off. Two years later, I was a regional manager in Plano, Texas. Two years after that, they promoted to be a be a state manager down the Houston area, and that's where I finished up my career with that carrier. And for those jumps to happen from mediocre district to state manager in four years was very unheard of.

SPEAKER_01: 9:00

Oh, yeah.

SPEAKER_00: 9:01

And during that process, I I was a regional manager in Plano. And uh the at this time, the state manager up there was having me come in and talk to every single sales school, tell my story because it truly was a ragged to riches kind of story. And that in that those talks, I would always mention endless referrals. Well, one day when I was a regional manager, my administrator buzzes in. She says, Uh, you have a phone call. And I said, Oh yeah. She said, Who's it from? I mean, I said, Who's it from? And she said, Some guy, some guy named Bob Berg. And I thought, right, one of my friends is pulling my leg here because they know I'm such a fanboy when it comes to that book. And so I took the call and I said, This is Jeff. And you know Bob's voice. He's got that positive vocal velocity that is so cool. He said, Hi, Jeff, this is Bob Berg. And I said, Morris, and I quote, sure it is, buddy. And he said, Excuse me. It's like calling for the president. Yeah, right. Yeah, right. Well, I he said, I said, is this really Bob Burke? And he says, matter of fact, it is. And I said, Well, and I then I had my, you know, I had my foot all the way in my mouth up to my knee. And so I told him how much endless referrals had meant to me and how I talked about it all the time. He was blown away because that wasn't why he was calling. He was prospecting for speaking uh gigs in with my company. And as the years went on, I was able to bring him into my organization. I helped him get a lot of app uh gigs around the country. And uh so we just became really good friends, and we've been like brothers probably for easily the last 10 or 15 years. I guess we've been kind of like brothers. He's he's the first person I go to when I'm got something about this industry that I want to run by somebody. Matter of fact, I'm flying down to see him in a couple of weeks in Jupiter.

SPEAKER_01: 10:47

Oh, that's fantastic. That is fantastic. Well, I I I love Bob and I love his stuff. Um, on the first part of this month, in fact, on the 6th of August, we published his podcast. And um, so it's out there on Spotify or wherever you go. If you want to go listen to Bob, he and I had a really nice conversation.

SPEAKER_00: 11:08

Everybody should go for sure.

SPEAKER_01: 11:10

Oh, yeah, there's no doubt about it. He's he's got some great, great concepts that are so practical and easy to use, and that's what that's what makes it worthwhile. Tell me about your work with sales for a minute before we get into the the the hidden heist.

SPEAKER_00: 11:24

Uh I was I started in musical instrument sales, and it was it was more of an outside uh keep it keep the school districts happy kind of a position. It really wasn't a a sales prospecting uh position. Did well with that though, and that they moved me to Atlanta, Georgia. Uh I left that industry a couple of years later because of the hours were pretty bad, and I had a new baby girl, and I wanted to see her awake every now and then. And so I ended up in the industrial uniform industry in the Atlanta, Georgia market. And that's where I learned coal calling and and prospecting and how to have a sales conversation. And I I learned some lessons that I still teach to this day with my when I'm doing workshops for companies. I'll I'll still teach it about uh uh calculating the worth, the value of a no so that you feel good even when you get a no, that kind of thing.

SPEAKER_01: 12:16

Yeah. What do you what do you, Jeff, what do you but from a practical standpoint when you're talking to someone in sales or or an entrepreneur or a business owner out there that, as we know, you still have to go out and make sales. What's the what are some of the basic principles that that you hold dear when you're talking with folks like that?

SPEAKER_00: 12:36

Uh the biggest principles that I hold dear that kind of well, it varies a little bit. In the prospecting portion, I teach a concept I call fusion points, which is the intentional combination of positive emotional experiences in the brain with logic, because that's how decisions get made. And if you make that happen, the decision is yes, I'll take the next step. And so I uh I focus on that. But I teach in prospecting uh rather than what I would consider a traditional cold call that I was raised on, I teach priming the prospecting pump. Find out a little bit about your client, send them two or three things, uh, either emails or drop it by, depending on how the geography of your sales uh industry is set up. But do something to create two to three positive touches before you ever even ask for that first appointment. And then uh with each of those touches, put a little note on there and say, hey, I would really like to meet you soon. Please expect my call. When you've after you've made that third touch, and then you uh go you reach out and you actually try to set that first conversation up. Uh the percentages of people that normally would have pushed back say yes. And it's it's there's it's it's a much higher response rate when they do. It's the process that Bob and I teach, actually, and street wise to sales wise. Oh, wow. And then the the other thing that I hold dear to my heart is in the sales conversation. Remember that your focus should never be on your product or your service or what you do or how great your company is. Your focus should always be on the prospect's value proposition. And that's an area that I think many companies, even though they're extremely well-intentioned, when it comes to the phrase value proposition, I think they kind of miss the mark because they think, well, it's we do this and we do that, and it's what they do above and beyond the actual sales transaction. But the truth is it has nothing to do with that. The value proposition is 100%. How does that prospect's life get better when they have a relationship with me and my company? So in essence, it's their value from your proposition. And when you focus your total efforts on their value, their value from your proposition and helping them achieve that value, helping them take advantage of that value. People just love to do business with you because they see they see you're different than a lot of salespeople they meet.

SPEAKER_01: 14:54

And you are so right, my friend. And that is the I'm I'm building a sales course, and the first three let two two or three lessons is all about your job is to help that other person get what they want. Your job is not to go out and make a sale, your job is to help them get what they want because, well, Jeff, you know, Zig taught us that a long time ago. Yes, he did.

SPEAKER_00: 15:17

Yes, he did. Well, you think about it, we we get paid, we're like we get paid basically like we're professional matchmakers. Our job is to find a prospect who has a legitimate need that they need solved for that to make their world better. We have a company that has a solution to that, and when we make the match happen, we get paid for being in the middle. It doesn't get any better than that.

SPEAKER_01: 15:37

It doesn't, it really doesn't. And it is it is so hard for folks that have never been in sales to understand that until they experience it. But it is so very, very true. If I walk in worried about paying the mortgage and getting a commission, I'm not gonna make a sale.

SPEAKER_00: 15:53

Exactly. Your prospect will sense that and they will unconsciously even back up from it because they'll feel chased. You know, we were uh uh to this principle. We were talking about Bob's book, Endless Referrals. I learned a question in that book that I adapted in my industry because when I was in the insurance industry up in the Dallas Fort Worth area, it was employee benefits related. And so I I had a it was a business-to-business sales environment. And once I read endless referrals, I called one of my accounts and I said, I'd like I'd like to get about 20 minutes with you, if you don't mind. He said, Sure. He was the owner of a mortgage company in downtown Dallas. And uh drove to the appointment and I got up there and uh uh he when we sat down, I said, Look, the first thing I want to do is I want to thank you. I said I feed my children by what I do for a living. You've been my client now for three years or whatever it was at the time. And I just want to thank you for that because it's helped me provide for my family, and I appreciate you. And he said, Well, you're welcome. And he said, Thanks for bringing that up. And I said, And now I want to return the favor. He said, What do you mean? I said, I run into all kinds of prospects, all kinds of people every single week. I've got existing clients like you. Uh, we're prospecting for new accounts. Tell me, what do I need to be asking these people that I run in and that I meet, what do I need to be asking them to know if they're a good referral, I should send your way. And uh Morris, he I'll never forget this. He took off his glasses and he set them aside. He said, Well, I'll answer your question, but first I want to thank you. And I said, What for? I haven't done anything yet. He said, You actually have. He said, I've been in business 30 years, and salespeople are always asking me for referrals. You're the very first to ask me how you could refer business to me. He said, Thank you for that. And I said, Well, it's my pleasure. And he told me what I needed to be looking for. I literally already had a couple of contacts in mind. I picked up my cell phone right in front of him, and I called uh the one of those contacts, called the first one, and ended up calling both doing exactly the same thing. I said, hello to him. I said, Look, I've got I've got a question to ask you. I've got a friend that's in the mortgage business. I know him, I like him, and I trust him. And he's doing some things with employers. I think it would be good for you two to meet because it might be productive. But I won't give him your name unless I have your permission. May I do that, please? And that both of them said, sure. I said, all right, well, please expect his call. I hung up, I gave him two referrals on the spot. But what I did, I made a I made a huge fusion point with him because I combined a huge amount of positive emotional context with the logic of what we were doing. But I also demonstrated exactly how he could do the same thing for me in return, which he did. We even started doing little luncheons where he would invite clients and I would invite clients over to his place and we'd do it, we'd do networking there. And he and I hosted it. So it was such a huge, and I would have never learned that had it not been for Bob. And it's one of the reasons my career took off.

SPEAKER_01: 18:52

Wow, that's amazing. Isn't it incredible how when you're when you're open to learning and you you find some new things and especially in our business, some new language, because language and words matter, don't they?

SPEAKER_00: 19:05

They really do. Because a lot of people in sales, especially, don't realize that the verbiage they use, the phrases they use, will sometimes push people away from them. And you want to pull them toward you. That's why, like uh when I was talking uh to I can't remember if we were on the air or if it was before we got on the air, but uh, with a focus on their value from your proposition. Yeah, I have seen salespeople ask for that first meeting uh to explain about their company and introduce the client to the company and all this. And it's it, you know, if you do enough of those, you'll set a few appointments, but your percentages are pretty low. But as soon as you learn to ask that prospect, would you be willing to spend about 20 win 20 minutes with me to see if you could take advantage of, and then you talk about whatever their value from your uh proposition is, spend 20 minutes to see if you can take advantage of that. We're doing it for other companies in your area because you're focused there, the percentage of people that will say yes to you rise. And that that's all it sells as like I don't want to say it's like gambling, but you're looking to increase the percentages of yeses. Oh, yeah. Move that percentage even a small amount. Oh my gosh, it makes it makes a difference in your income.

SPEAKER_01: 20:16

It really does. It's just it's absolutely amazing how that all comes together. In the the uh the hidden heist. What are some of the principles that you guys are teaching in there?

SPEAKER_00: 20:29

Well, we start off basically teaching, uh, of course, again, wrapped up in the middle of a very tense. It's so funny. I start the story very tense, but I told Bill as we were writing, I said, but I don't want to leave it tense because in a business parable, people they can take a look they can take some drama, they can take some good fiction, but you can't leave them there. You've got to really, you gotta play with them a little bit. So I also throw in a bunch of humor. Bob, uh, the endorsement Bob gave us for the book says, think a Netflix thriller meets the only money guide you'll ever need. And I in the book, I'm one of the lines is it's like the Breakfast Club meets dog day afternoon because I want it to be fun and funny, but teach the lessons. But we start off by teaching some mindsets that are wrong about money. You know, uh whether it's a scarcity mindset where people think money's in a limited supply. Well, it's really not. It's there's tons of money out there. It's just, but it flows like a river. And if you want to take advantage of it, you got to jump in the river and float with it. Uh there's there are different stereotypes that we totally try to blow away when it comes to how people uh they get views about what it's like, uh what money is like or what wealthy people are like from the media and all that. When's the last time you ever saw a wealthy person in a movie played in a positive light? It just doesn't happen. So we try to bust those myths up as well. But then we also teach some really sound principles about uh if you want to have a good, solid financial future, how to take advantage of compound interest and growth rates, but how to do certain things, you know, simple things. Pay yourself first, uh, invest for the future. I mean, some really solid principles. The the fun thing about this, Morris, you you know Bill well, the we took some principles. Uh, you know, Bill has a huge following in the financial services industry. Uh thousands, tens of thousands of people follow Bill Cates because he's been helping them expand their business for three decades now. Well, Bill wanted to branch a little further out from that because he's got some lessons he really wants to teach people. And it's of all ages, but he really wants uh the younger adults that never had a chance to learn these things in college or in high school, he wants to teach them things that will make their future better. And so we took his mission in that, and then I wrote the fiction to surround it, and it helped us put together a parable that that should have a hugely wide appeal. It should be something that can make a difference. I can I can see parents buying this gift for their uh young adult children. I can see uh I can see churches taking the context of it and teaching it. It's it's it's got that potential, and I'm I'm so proud of Bill and the lessons that he teached he wanted to teach. I really am.

SPEAKER_01: 23:06

Oh, that is so good. And you know, wrapping stuff up in a parable, uh I don't know about the rest of the world, but I just don't think about that until I run across one. But when I do, every time I do, I think of the greatest salesman in the world, part one and two.

SPEAKER_00: 23:23

This is the first parable I ever read. A gentleman named Jack Amberson and and uh Aniston, Alabama gave me that book. And he's he's been a dear, dear friend to me ever since. Uh, but uh it uh that was the very first um uh the very first uh parable that I ever read. And I have naturally been drawn to that uh genre because uh I can I can write and I can read and I can learn just typical nonfiction books. I have that ability and I've done it. But when you take a parable, it affects people differently. And I knew it affected me differently, and that's why I kind of went this way. Uh, you know, it goes back to the concept of fusion points that I teach. When you can combine positive emotional responses in the brain with the logical responses in the brain and put those together, people are comfortable taking that next step and moving forward. Well, when you do it in a book, what happens? If you can weave the story so well in the book that people really respond to that and teach them something, it takes what would be a normal nonfiction um topic or message, and it weaves it into a story that they'll the reader will never forget. And they'll they'll they'll retain the information, they'll accept the information, and it's it's just such a valuable format. And I remember there was a Harvard uh business professor years ago that wrote an article and said the parable is dead, and I beg to differ. Matter of fact, I've I thought seriously about sending him a couple of mine say if you think that after you read these, buddy.

SPEAKER_01: 24:56

And and read the greatest salesman, part one and part two, and all the rest of Og Mandino's books, and who moved my cheese. I mean, you we could go on forever. I uh we've had fun telling stories today, so I'm gonna tell one more. When I was uh trainer in Little Rock, Arkansas, Og Mandino, the writer of the author of The Greatest Salesman and a whole bunch of other books, uh, was in Camden, Arkansas, and I went over and went all the way over there, about an hour or so from Little Rock, and listened to him speak. And at the end of his talk, he was he was getting on up in the ears at that point. He said, Look, I can't stand up anymore, but I'll sit down here. He was on a stage or in an auditorium kind of a thing. He said, I'll sit down here and I'll I'll be more than happy to chat with any of you who'd like to come by. And I actually got him to autograph part two for me. And it was just talk about a down-to-earth individual, which those are the people that write these kind of things, very down-to-earth, very practical, very real kind of a guy. And uh it was just it was amazing. I just want I had to tell a story.

SPEAKER_00: 26:03

What a wonderful memory that is, and and and it says something about both of you. Number one, you had the good common judgment early in your ages to know I need to go hear this man speak. And second, he he was that kind of guy. I never had the pleasure of meeting him, but everything I've ever heard about him, he was approachable, he was genuinely a good guy. Oh god, that that that warms my heart. Oh, it was a book called The Twelfth Angel that I just absolutely adore.

SPEAKER_01: 26:31

Yeah, oh yeah. It's it's amazing some of the stuff that he teaches. But we're talking about Bill Cates in in your book right now, the The Hidden Heist. I know Bill is the the referral coach to America. He taught me how to ask for referrals and as well as Bob. And when my son got into the business, there were a couple of things I bought for him. And Bill's course on tape was one of those. Uh, it's just it's just amazing the kind of things that he comes up with. And to be able to teach basic financial information, golly gee, you guys are doing a service to the world there.

SPEAKER_00: 27:10

Well, thank you for saying that. You know how I met Bill was through our common friend Bob Berg. Isn't that funny how his name keeps coming up? Oh, yeah. Bill had Bill had decided he wanted to do a parable and he knew the kind of the messaging that he wanted to get out there. And so he called Bob actually wanting to meet John David Mann. And uh you you know John David Mann. And uh John is actually my writing coach. He's he's a good friend, a mentor, and he's been my writing coach. He's got a writing program that I've been in for three years. Uh this is the best value I've ever had for any kind of course, I guess, in my life. But uh when he when this was funny when uh Bill called Bob, he he said, Tell me about John David Mann. First thing John said, I mean, Bob says, you can't afford him, but I have another one I can recommend. I love it. I love it. That's great. We know John uh wrote the sequel to Who Moved My Cheese? He was involved, he he was the lead writer behind the scenes on that. He's written like 40 books, uh, nine New York Times bestsellers, three novels that have been optioned now, or they're in development to make uh series out of them on Netflix or whatever. It's just amazing.

SPEAKER_01: 28:21

Well, he and he and uh Bob wrote the entire Go Giver series, right? Right, that is correct. And that that too is just a critical book for for folks to get get their hands on. Gets your heart and your business right, doesn't it? Yeah, absolutely. There's no doubt about it, just like the greatest salesman. It just and it and it portrays sales in the proper way. Sales is as as much a noble profession in this world as being a doctor or a lawyer or anything else out there. It is a noble profession because when we do it right, when you're a professional salesperson, you go out there with that other person's interest, number one in your mind. How can I help you get what you want? And that to me is the the crux of the entire process.

SPEAKER_00: 29:07

Amen, brother. You are you are you are exactly right on the money.

SPEAKER_01: 29:11

Jeff, thank you so much for being with me today on the Commission Code for your success. This has been so much fun.

SPEAKER_00: 29:18

I have enjoyed it. It I will tell you, Morris, it has been an absolute pleasure to do this with you. Thank you for having me on.

SPEAKER_01: 29:25

Well, you're more than welcome. Thank you for being here. Well, that does it for this episode of the Commission Code Podcast. This is the place where we want to help you find the commission code to success in your business. Remember, go to Morrisdems.com for more information. And in the meantime, hey, have a great week. Get out there and meet somebody new, and we'll see you again next time, right here on the Commission Code. Best wishes, I'm Morris Tims.