Hugh Liddle Joins Us On The Join Up Dots Business Coaching Podcast
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Introducing Hugh Liddle
Hugh Liddle is my guest today on Join Up Dots free podcast interview.
He is a man who has been in his game for many many years, and seems to enjoy it more today than he has ever done.
Starting back in sales in the 1970’s he has now been selling for over 44 years…
And he has tried the lot, from selling all sorts of products and services, from financial services to advertising, to gym memberships to alarm systems to milk.
He learned to sell the hard way – by making loads of mistakes, learning from them and picking up bits and pieces from a variety of people along the way.
As he says “I don’t think there was any such thing as a sales coach when I started selling in the ‘70s.
How The Dots Joined Up For Hugh
So now I’m THE Sales Wizard because I never did quit, even when the going was tough.”
And that is such a hugely profound statement that we could almost just say that for an hour and all go home “I’m THE Sales Wizard because I never did quit, even when the going was tough.”
And now he reaches a huge audience of wannabe sales people, or those who want to get better in sales by his books, or speaker, and radio talk show host.
So was he always a salesman at heart, or like most of us just fall into something and then discovered after awhile that he had found his thing?
And where did he find his positive attitude that helped him so much to push through when times got tough?
Well lets find out as we bring onto the show to start Joining Up Dots with the one and only Mr Hugh Liddle
During the show we discussed such weighty topics with Hugh Liddle such as:
Why it is so important to focus solely on the other persons emotions and personal needs when first entering the sales process.
Why Hugh constantly looks to develop himself personally, and is a great believer in hiring a coach no matter how well he is doing professionally.
Why it is such a powerful concept to “Eat The Frog” first thing in the morning, to get the thing done that you are resisting.
Hugh shares the story as to how he came to be wearing a red cap everyday, and how powerful that personal branding has become for him and his business.
How To Connect With Hugh Liddle
Or if you prefer just pop over to our podcast archive for thousands of amazing episodes to choose from.
Full Transcription Of Hugh Liddle Interview
When we’re young, we have an amazing positive outlook about how great life is going to be. But somewhere along the line we forget to dream and end up settling. Join Up Dots features amazing people who refuse to give up and chose to go after their dreams. This is your blueprint for greatness. So here’s your host live from the back of his garden in the UK, David Ralph.
David Ralph [0:26]
Yes, hello, everybody. I might be live from the back of my garden in the United Kingdom. But my guest today is not making any friends. He’s in Florida. And he’s complaining that it’s 90 degrees. Really? Really? Is that how you start a chat show? I don’t think so. But he’s a man. It was easy. He’s a lovely man. I’ve already got that flavour about him. And he has for many, many years seems to sort of enjoy his life and it seems like he’s enjoying it more today than he’s ever done. But we’re going to find out on the show whether that is the case, starting back in sales in the 1970s. He’s now been selling but over bought For years, and he’s tried a lot from selling all sorts of products and services, from financial services, to advertising, to gym memberships to alarm systems to even milk, he learned to sell the hard way by making loads of mistakes, learning from them, and picking up bits and pieces from a variety of people along the way. As he says, I don’t think there was any such thing as a sales coach when I started setting in the 70s. So now I’m vi sales wizard. Yeah, Harry Potter himself because I never did quit, even when the going was tough. And that is such a hugely profound statement that we could almost just say that for an hour and all go home. I’m the sales wizard because I never did quit even when the going was tough. And now he reaches a huge audience of wannabe sales people or those who want to get better in sales, buy his books, or he’s speaking and being a radio talk show host to So was he always a salesman at heart or like most of us just fall into something have been discovered after a while but he found these being and where did he find his positive attitude that helped him so much Much to push through when the times did get tough. Well, let’s find out as we bring onto the show to start joining up dots with the one and only Mr. Hugh Liddle. How are you Hugh?
Hugh Liddle [2:09]
David 1000 a better I’d be triplets. And then my wife would really be in trouble because she said that one of me is just about enough.
David Ralph [2:17]
And there’s not room enough in bed for that is there for three, three Hughs. It might be your wife’s fantasy, but is there enough room?
Hugh Liddle [2:27]
That no I have a big a big bed. It’s a California king sized bed, but it’s not quite that big.
David Ralph [2:33]
You do in Florida, don’t you? Every time we’ve been over to Florida, the first thing that me and my wife ever do, because she’s not very tall, four foot 10 is we lay on the bed and see if we can touch each other. And generally you can. It’s different in the United Kingdom. We haven’t got as much space so we squeeze ourselves in. So is it something that you are aware being sort of flippant about it but America is so vast does it make your job so much more difficult to get your message Seek out.
Hugh Liddle [3:02]
It really doesn’t David and really I have an international business because of technology. 10 years ago, I couldn’t have coached the way that I coach today. Because just as you and I are talking across the pond with each other right now, I can do that with video and share my screen and I can see the person that I’m coaching that person can see me so I do have clients in the UK and in Canada and New Zealand and about eight or nine states here in the in the States. And I don’t have to get on a plane and travel anyplace to talk with folks and to coach them and help them be better at sales. He’s unbelievable,
David Ralph [3:45]
isn’t it when the penny finally drops and you realise we are a global community and we have connectivity like you’ve never had before. That’s when things really start cooking on gas. I do a lot of coaching and a lot of people always think, okay, I’ve got to sell to the town I’m in or to the county or the state I’m in. But once you throw that out the window and think no, any single person walking on earth is a potential customer to you. It’s unbelievable. And in its own way, it makes things so much easier as well, because you’ve got all that choice.
Hugh Liddle [4:20]
Well, that’s, that’s absolutely true. And obviously, you have to target the people who are your ideal clients. But those people are all over the world and there’s bunches of them. In fact, sometimes on the on my radio programme, I interview and promote other sales coaches, other sales trainers, and I’ve had people ask me, Well, why do you do that? And my answer to that is that even in the United States, there are about 45 million salespeople. I’m 67 years old, and I don’t think I’m going to get to all of them. Yeah. So so there’s just More than enough to go around and we coaches can collaborate rather than compete. And that’s a wonderful thing, I think.
David Ralph [5:08]
And have you always had that feeling of abundance? Because I know to be honest, when I started my career I didn’t. And if I managed to get a few scraps of success together, I was very protective over it. But now I’m quite willing to throw it out to the wind because I know I’m gonna get get it back tenfold? Have you always had that? Or were you very much like me protective of what you burn.
Hugh Liddle [5:31]
I think that I was much more protective than I am now. And my philosophy about selling has even changed. Because I don’t I don’t think that a salesperson can be successful if their focus is on themselves and what they’re going to get from the conversation or from the transaction. So a salesperson shouldn’t be focused on how much commission they’re going To earn or how much revenue they’re going to bring into their company, if they sell to this particular prospect that they’re talking with, they shouldn’t be focused on really on anything not on the disagreement that they had with their spouse before they left the house or the pile of bills on the desk that needs to be paid or even, that they’re going to meet their friends down at the pub after after work. So it’s nice. The focus needs to be when we’re having a sales conversation on the other person, what they think, what they feel, what they need, what their situation is, what their challenges are, what their goals are. And people feel that if we if we focus on them, rather than ourselves. I think there’s an energy that passes between people. And if I’m really looking out for your best good and trying to help you be successful, you’ll you’ll sense that you’ll feel that in the conversation that we’re having. If my focus is on myself. If my focus is someplace else, you’ll feel that as well. And you probably won’t be keen to do business with me. If you do feel that
David Ralph [7:08]
what you’re talking is kind of anti selling by actually building up those connections, that relationship is, you know, when I started in corporate London in the 80s, we would sell even if the person didn’t have a requirement at the other end, it was pretty shameful looking back on it, but it was the time it was all commission based. So you used to pick up the phone, cold call, and try to make a sale at the end of it. And it was very sort of draining. Is it easier now because you’re going that route where you’re finding the requirement in the person that’s the sell happen more naturally because of that.
Hugh Liddle [7:47]
The sale happens when we find out what the other person wants and needs, and then analyse whether our product or service can fill that need, whether it can solve a problem. Help that other person get what they want or need, and very clearly explain what’s in it for them if they work with us, and then the sale happens. And so those all of those elements have to line up there has to be a want or a need that our product or service can fulfil. And then we have to be able to really carry out a conversation and let people know what’s in it for them.
David Ralph [8:29]
Right whew, here’s a question for you. And don’t worry, nobody’s listening to this show is yes, you me. But
Hugh Liddle [8:36]
15,000 of your friends
David Ralph [8:38]
now they’ve all got their fingers in their ears at the moment so and then and that they can’t hear a thing. In the old days, the bad old days. Have you made sounds like I have when there wasn’t a necessary requirement? Has there been a general process that you’ve gone through to learn this or was it always in you?
Hugh Liddle [8:59]
I think I’ve always tried to be aware of what people needed. And if if the product really wasn’t a good fit, to be able to just tell people, I don’t think that what we have is going to work for you and maybe you should try someplace else or something else. What, what I did experience though, way back in the day when I first started in selling, and I was selling financial services, and I went to a big workshop or seminar where they had all of these speakers come in motivational speakers and sales coaches and trainers and real estate people in big auditorium. Six or 7000 people in the auditorium. And I’ll never forget one guy that came out on the stage, walked up to the front of the stage, put his hand in his pocket, and he said your prospects have your money in their pockets, and your job is to do everything short of going to jail to get the money out of their pockets and into yours. And that’s how selling was taught. And it’s how it was practised, for so many years. And that’s why so many people today, wrinkle up their nose and say if you when you say the word sales are salesperson, and one of my major life goals is to change the world’s attitude towards sales and salespeople. And the only way to do that is to teach salespeople to sell in a new different way, where they’re really focused on the prospect and they’re, they’re really trying to do what’s best for that prospect, and then being compensated based on the service that they provide and the job that they do in in helping that prospect. So it is a different ballgame. Now selling is so much different. Even though in the last five or six years. There’s been a big move toward this new way. Approaching selling, and really looking out for the prospect instead of for the salespersons own own game.
David Ralph [11:09]
So when you was at school many, many years ago, not that many years ago, I do apologise. But a few years ago, were you focused on the route that you’ve gone into? Or if we had asked a question, little you What do you want to be when you grow up? What would you have said,
Unknown Speaker [11:24]
Hugh Liddle [11:27]
My my parents valued education. And I had some very good teachers where I went to school. It’s not like schools are today, at least in the US, where a lot of times what’s called education is pretty much a waste. They taught math and reading and how to write and punctuation and vocabulary and how to speak well and a lot of different things that have served me very, very well. And I had some teachers that I really admired and looked up to so When I got out of high school, I wanted to be an English teacher. And I went to college my first year and pretty much spent the year wasting my parents money playing rock and roll in a band and not going to class and not doing very well. So I got out of got out of out of college after that first year and went in the service and was in the Air Force. I was an Air Force weatherman for four years. And when I got out of the Air Force, I went to work right away in a sales position. And I’ve been selling for all of my life since then.
David Ralph [12:43]
So I want to become a teacher when you came out.
Hugh Liddle [12:46]
Oh, I was I was newly married. I needed a job. I hadn’t completed my education. And I needed to find a job and make money. And I actually interviewed with Six or seven different companies and finally went to work with a financial services company and got some on the job training. I did go back to college later on and got a degree in math and a degree in business. And that was as an adults and having some experience under my belt on pipe experience. I did very, very well in, in school after, after I went back and just did that on a part time basis till I got my degrees.
David Ralph [13:29]
He’s passing it No, whew. Isn’t it that your early ambition of becoming a teacher is basically being fulfilled later in life? It may not be the world that you expected it to be standing in front of a blackboard throwing Blackboard rubbers at kids. I don’t know if I still do that. But um, it’s it’s it’s still the case but you have found your essence of teaching.
Hugh Liddle [13:52]
I also make a whole lot more money than I would say in the public schools.
David Ralph [13:56]
Yeah, absolutely. She’s always nice as well. So So Right, what’s with the red cap thing? So for anybody who doesn’t know you Google Hugh Liddell, and you will always see him wearing a little red cap. How did that come about?
Unknown Speaker [14:11]
Hugh Liddle [14:14]
you mentioned that I sold milk. And I was a, I was a milk salesman for about a year and a half. And then I was the sales manager. For us. It was a small local dairy up in Colorado. And they have their own cows. They have their own bottling plant and they have a fleet of delivery trucks and they deliver milk door to door and by my sales crew went out door to door, signing people up on subscriptions to get their milk delivered to them once a week. So I left that and was ready to go into my own business. Well, in the milk business, we had a uniform khaki slacks and green shirts. And I thought that was kind of a pretty cool idea and when I first started my career coaching business I was coaching in person just going to people’s businesses or to their homes and and teaching there. And so I decided I wanted to have a uniform black slacks on a red shirt. So I went, went to a networking meeting and there was a guy on the networking meeting by the name of Santa George. He was a professional Santa Claus. And in the offseason, he was a wonderful magician. And he came into a meeting one day wearing this red hat with his wonderful white beard and his little glasses and just looked like Santa Claus for all the world. And I thought, wow, that red cap would go really well with my red shirt and my black slacks. So I said Santa George, where did you get that hat? And he said, Oh, up in Estes Park, Colorado someplace. Well, my wife and I, several weeks later, we’re in Estes Park, and she was doing a little shopping and I was walking around with her in the shops, walk into one of the shops and there’s a whole stack of these red caps. I thought I’m Give me some of those. So I started wearing red hats. And a couple of months after that there’s in the same networking group, there was a marketing guy and he invited me out for coffee sat me down. And he said, If you came into one of our meetings now wearing a different coloured hat or no hat, nobody would know who you were, you need to brand that. And you need to name your company, something to do with a red cap. And we talked about the fact that the red caps on the trains were, their sort of the concierge is for the well to do people who maybe own a railroad car or part of a railroad car, and the name red cap in the railroad world has become synonymous with great customer service. And he said that fits right in with a lot of the things that you’re teaching. And so Michael, the marketing guy is about my age. And I wondered whether that would really resonate with younger people so I asked another marketing guy Who was in his early 30s? And he said, Oh, retro was is in. And I was so excited about being retro instead of old and, and instead of out that, the rest is history, and I’ve just, I, I wear the red cap all the time. My wife makes me take it off when I go to bed. But other than that, I’m wearing it as we speak. And it has been the greatest brand. People don’t recognise me necessarily, but they recognise the cap.
David Ralph [17:27]
Well, I think that’s genius. Because what you’re basically doing away from the cap, it could have been anything is you’re saying to hell, what people expect me too that like, I’m going to be myself. And once you become authentic, and we talk about this all the time, I bet the listeners are going, Oh, god, he’s on the same thing again, but it’s true. Once you start to do the things that you find easy and you like doing then it just comes together. It’s like a magic. And did you find that once you started wearing the hat did that magic start to be sprinkled around you
Hugh Liddle [18:00]
Oh, it really did. And the time when I realised that it was the most powerful is when I went to a huge seminar in the Pepsi Centre in Denver, 25,000 people in this auditorium, and they’re listening to all of these great speakers. And I had people come up to me all day long during the breaks, and I didn’t know that they were there, but they would come up and say, they were people that I knew they would come up and say, we picked you out right away when we came in all the way across the arena, we immediately saw you. And I thought wow, if the point to marketing is to be noticed and remembered, Hmm, this is it. This is this is a great brand. So so it, it has made me more recognisable. And the only challenge with that is sometimes when I go on speaking engagements, somebody will come up and say, oh, whew, hi. You know, how are you and what’s going on and they really don’t know me. You They know the hat. And they recognise me from social media and I don’t know who they are. And sometimes that’s embarrassing.
David Ralph [19:07]
Oh, he happens to us all the time. If people come up to me all the time, I haven’t got a clue. I’m just very good at making them think but I know them. So well. When I pick the kids up from school. That’s the classic. I live in the same town. But I grew up in and so effectively, I went to school with a lot of the people picking up their kids from school, and they will come up and go, you’re David, Ralph, aren’t you? And I go, yeah, yeah. And I got Oh, yeah, I remember you. Click my fingers a couple of times, and they always tell me their name, Kevin. Yeah, that’s right. It’s Kevin and we have this conversation, but I’ve got no idea who they are. So don’t don’t feel bad about yourself. You that is part of life, especially when you’re a man.
Unknown Speaker [19:49]
You’re lonely, right?
David Ralph [19:50]
So we said we have your life going as it is. Does he put pressure on you to keep on thinking more innovative ways of selling or Has it made it easier? Because you’re sort of branding yourself you’re known as the sounds wizard? Is it does it become easier is all the struggle of building the business in the past now?
Hugh Liddle [20:14]
I think that building a business and maintaining it is always an ongoing project. I don’t think it ever ends as long as you’re in business. And I work all the time to continue educating myself. I read everything I can get my hands on about sales. I listened to webinars, by DVD programmes, I really am working right now with a sales coach who’s coaching me. And that’s the way that I stay on the cutting edge of things. And on my radio programme, I’m interviewing people like Tom Hopkins and Don Hudson and Tony Alessandra, and people who have been My Heroes for years. And like you, I just get to ask questions and sit back and just absorb all of this great information that these people give out. So I don’t think that I will ever be done learning and growing and innovating in my business. I don’t think that process will ever stop for me.
David Ralph [21:22]
Now, but that is the big mindset of the successful I think when you start a company, you try to do it on a shoestring obviously, because you haven’t got the money coming in. But when you see the real successful people and I’ve spit spoken to people that are beyond anything on the show, they’ve still got coaches, they’ve still got mentors, is that when it starts to really move forward quicker when you when you accept that, then no matter how far ahead you are, there is always somebody that you can tap into, that’s further ahead.
Hugh Liddle [21:52]
That’s absolutely true. And I’ve had some great mentors through the years including somebody in the very First company that I ever sold for who he taught me an awful lot about selling, he went out on sales calls with me. The only thing I remember is his first name, jack. And the only specific thing that I remember that he taught me, but I still remember this. And I teach it to all of my clients. And this was 45 years ago. He said, you if you want to be successful at sales, you have to have a thick skin and a soft heart, not the other way around. And I still remember that from from all of those years ago, that’s just stuck with me. And I’ve learned so many things from so many people. And the things that I am able to turn around and teach are things that I’ve learned through experience and also that I’ve learned from mentors and coaches and authors and that I continue to learn all the time so that I can stay on the cutting edge and turn around and provide that information. For my clients,
David Ralph [23:02]
it is funny how that sort of formative year of advice really sticks with you. I remember a friend of mine many many years ago said to me never learn your home telephone number so if anybody ever asks you for it, you can’t give it out. Even to this day, if somebody asks me my home telephone number, I haven’t got a clue. I just don’t I have this mental blank and it all stems back from this word of advice that for some reason, I thought it was cutting edge and accurate all those years ago.
Hugh Liddle [23:31]
It helps that I hardly ever call myself will
David Ralph [23:36]
be going mad if you were one yeah. So so what what is it a day like for for you in your in your life? Do you work from home or do you travel? I know you were saying that you will connect virtually using the power of the internet but what’s a normal day.
Hugh Liddle [23:53]
normal day is up pretty early about six o’clock in the morning and do do a few things around the house, get ready to go to the office. I come into the office and I spend the first hour of my day. First of all, just listening to something instructive or inspirational. And can I get my
David Ralph [24:19]
office at home? Or do you go to the office?
Hugh Liddle [24:22]
No, the office is downtown. Right? I have an office downtown. And so I spent a half hour listening to or reading something inspirational or instructive. And then I spend a half hour just in total quiet. Just thinking about how I can move my business forward, what it is that I’m going to do today to be productive. And then I have a list that I go to on my computer a checklist and open up my computer and all of the things that I need to do for the day, put my outgoing message on my telephone, which I do every day. And then I have sessions that are scheduled. I have people to talk to telephone calls to make to prospective clients. I have three coaches that work with me. And so I spent some time talking with them and training them and encouraging them. And I’m usually out of the office by about 530 in the afternoon, and that’s what I do. Four days a week. I don’t work Friday, Saturday or Sunday.
David Ralph [25:39]
And do you not work at all? Or do you still log on and check your emails and all that kind of stuff?
Hugh Liddle [25:45]
I do check email but I, I really try not to do any work on those days. Those are days that are set aside for my wife and for me to play some music and relax and just didn’t enjoy my life and to bounce around on that big
David Ralph [26:03]
bed, I bet that’s what you get up to in it.
Unknown Speaker [26:06]
We do that occasionally, we will
David Ralph [26:09]
try to do that occasionally you it’s not as often as you’d like. But still, I’m gonna play some words now that really emphasise something that you said in the conversation just a moment ago, about half hour of just being quiet at the beginning of the day, because it’s so hugely powerful. And then we’re going to delve into that. This is Oprah.
Oprah Winfrey [26:27]
The way through the challenge is to get still and ask yourself, what is the next right move? not think about, Oh, I got all of this stuff. What is the next right move? And then from that space, make the next right move, and the next right move and not to be overwhelmed by it because you know, your life is bigger than that one moment. You know, you’re not defined by what somebody says, is a failure for you because failure is just there to point you in a different direction.
David Ralph [27:00]
Because those words, sir.
Hugh Liddle [27:02]
That’s why Oprah is so popular and so well to do. He’s good advice.
David Ralph [27:09]
Yes. But it when you start anything, and I know I fell into this trap big time, I felt that if I was doing 20 hours a day I was being effective. And after a while I basically ground myself into the ground. Now, do you have that moment scheduled in because it’s something that you know is good for you? Or did somebody tell you that half hour because most people would think like, that’s a waste of time. I’m at the office, bang straight into it. And I work like a beaver till five o’clock.
Hugh Liddle [27:41]
until fairly recently, I would say about eight or nine months ago. I was working sometimes 12 or 13 hours a day five or six days a week. And I have an incredibly great time to ask them Management coach by the name of Lisa malice, and in fact, she’s the one who introduced me to you.
David Ralph [28:07]
I was surprised you said her
Hugh Liddle [28:08]
name. I thought I never. You do. And, and Lisa is the one who was really, really just the catalyst behind my making a change in my life and being more productive than I’ve ever been, and yet not working more than four days a week. And she’s the one who gave me the strategies to do that and made the suggestions and I just, I’m very, very smart. I implement the things that people tell me to do that move me forward. How to you know what to pick
David Ralph [28:49]
vote because obviously in this world, you get so much advice thrown at you. And more often than not that advice is given to you because the person who’s giving it to you has an agenda of some sort. More often than not they’re trying to sell a product. How do you know that the right advice is for you?
Hugh Liddle [29:10]
The best advice that I’ve gotten as an advice that I’ve paid for and, and, and also from people who are living what they’re saying. So if you if you want really good sales advice, go to somebody who’s been selling for a long time who has experience and who has been successful at it, and not somebody who learned it out of a book or going to college course. If you if you want a time task management person to give you advice about that, then go to somebody who’s been coaching people who have had great results and pay them well to to do the coaching for you, and then take their advice and, you know, I’ll be If if they’re telling you to do things that you try and they don’t work, then you’ve got to back up and go someplace else and, and try something else. But my experience has been that when I pay people well, and they have experience and they have other clients who have been successful, really, truly the the pressure is on me to do what they’re teaching me to do. And not on them. They’ve got good advice. They’ve been giving it for a long time. It’s just a matter of whether I want to really apply that and really follow through and do what they’re suggesting that I do.
David Ralph [30:39]
What strikes me with you, Hugh, is you seem away from the sort of the three R’s. To believe more in the education of life more than what the education of a classroom can give you. You seem to be a man who thrives on what experience provides
Hugh Liddle [31:01]
Yeah, I think there’s no, there’s just absolutely no substitution for for experience. And there’s there’s a time and a place for higher education, there’s a time and a place to get a college degree. Only if it’s something that you’re going to be able to actually use in your life. So if you’re going to be a doctor or a lawyer or an engineer, obviously you’ve got to have a college degree to do those things. For other people, everybody knows what bs is, MS is more of the same and PhD is piled higher and deeper. And so if I’m gonna if I’m going to go get a degree in underwater basket weaving or you know the anthropology of ancient civilizations, unless I really am going to go out and am able to get a job and utilise the things that I’ve learned it’s pretty useless. And my experience in the sales field is that going and learning something out of a book doesn’t do a whole lot of good. If you have if you have a coach or if you have a sales manager or if you have a mentor, somebody else who’s been really successful in sales that will take you under their wing and guide you, and you actually go out in the field and get that experience and you see what it takes to succeed and and you experience that and you start doing the things that make you successful habitually. You don’t have to go to college to learn how to do that.
David Ralph [32:41]
How looking back over your life, how often do you see now but the things that were holding you back was yourself. How often have you got in your own way of progress, where actually, if you thread your mind to the possibilities, you will move on quicker.
Hugh Liddle [33:00]
ways. It’s always been me.
He’s ever anybody else.
David Ralph [33:05]
This, I do a lot of coaching. And this is the one thing that I keep on trying to get into people. And when the penny drops, it’s like you’ve cut over ties and suddenly people are running out like Usain Bolt, the speed suddenly builds up. But it’s nice, isn’t it? It’s always asked but holds us back.
Unknown Speaker [33:23]
David Ralph [33:25]
But you don’t seem somebody now VAT is willing to hold back any longer Have you? Have you moved through that? Or do you still have the obstacles to overcome?
Hugh Liddle [33:38]
Life is always a work in progress, David, and you know, there are times when I’m very, very consistent about doing the things that I need to do and there are times when I need to sit back in that quiet time and give some real thought to why is it that you’re that you’ve cut back on your telephone calls, why aren’t you doing that anymore? You know, you need to do that. Oh, well, you know, there’s a little bit of hesitation or a little bit of fearfulness that’s cropped up somehow. Well, where’s that coming from? And you know, why is that happening? Let’s get the attitude on. Right. Let’s get back to doing what needs to be done. And yeah, I’m always self correcting. I think successful people always do that.
David Ralph [34:25]
I like that phrase. I’ve only heard it recently. But as soon as I read it, it really resonated about eating a frog first thing in the morning. Have you heard this?
Unknown Speaker [34:34]
Yes, that’s right. Eat the frog.
David Ralph [34:36]
Yeah, it’s brilliant. I think Mark Twain apparently said listeners. If you start every morning with eating a frog, you know that you’ve done the worst thing. You’ve got it out away. Everything else should be all right. So in business or in your own life, instead of leaving the throat, hopping around on your desk for days on end, just eat it and get it out of the way. And that has been a mindset shift for me that Really has pushed me on because unknowingly there were things that I would just like leave to the side because I didn’t kind of fancy doing it or I didn’t think I had the skills to do it. But I, I, I’m a madman. I’ll tell you what, Kermit better not come near me because he’s going in the army in the law, every frog that comes near me.
Hugh Liddle [35:19]
Mark Twain was a smart fellow. You know, he also said, I’m an old man. And I’ve seen many trials and tribulations in my life, most of which never happened. And one of the things I think that holds us back and keeps us from eating the frog keeps us from going out and doing the things that we really can do is that we’re afraid of what other people are gonna think or say, if if we do that if we say and do certain things. And so we’re, we’re fearful. And we don’t go out and do the things that will make a successful because we’re afraid that we’re going to offend somebody or that they’re going to be upset. With us or that they’re going to think less of us or whatever. Somebody told me a long time ago that what other people think of you is none of your business. Man, that is absolutely true. You have to go out and do what you know is the best thing on the right thing to do and let the chips fall where they may.
David Ralph [36:19]
It’s funny because I’ve always had a spirit where if somebody told me, I can’t do something, I’m going to think, right, I’m going to show you I’m going to do it. And I would always be creating my own path. But I think there was very much like yourself, I left college and I needed a job. So I just got a job, a job in a bank thinking it was going to be six months, and I was quite successful in the bank. So it went on for 13 years and I just sort of floated floaty, floaty, but it was still that essence of I don’t care what other people think. I’m just going to do my own thing. Although I didn’t, I didn’t do my own thing because I was just floating somehow. Did you see that generally in life.
Hugh Liddle [36:57]
I see that, especially with salespeople that they’re afraid to ask for a sale, afraid to ask for an appointment afraid to ask for a referral, afraid to ask because they’re afraid that people are going to perceive them as being pushy or aggressive or obnoxious and aren’t going to like, I’m going to yell out, I’m going to throw them out. And we make up all of these wonderful, wonderfully horrible stories about what’s going to happen if we do certain things. And yes, I think it’s very, very prevalent. And it’s something that even even I have to be very careful not to let myself slip into that kind of mindset from time to time. You know, we were talking about my red hat earlier. And I will tell you that there were a handful of people when I first started wearing my red hat that emailed me or texted me and said, that was a really good presentation, but lose the Red Hat. It’s really stupid. And if I let that get to me and stopped wearing my red hat, where would I
David Ralph [38:01]
I’ll tell you what you should have gone up on stage totally naked or with the hat and see and see what they said after that.
Hugh Liddle [38:08]
Listen, I don’t want to set off any kind of mass nausea. That wouldn’t be a good idea.
David Ralph [38:14]
You’re a good looking chap, I reckon you could say. It’s just before lunch. I don’t want to go that way. So what I’m going to do now is I’m going to play a word of Steve Jobs. He created the show back in 2005. took a few years to get myself going. But this is his words. This is Steve Jobs.
Steve Jobs [38:32]
Of course, it was impossible to connect the dots looking forward when I was in college, but it was very, very clear looking backwards 10 years later. Again, you can’t connect the dots looking forward, you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future. You have to trust in something, your gut, destiny life karma, whatever, because believing that the dots will connect down the road will give you the confidence to follow your heart, even when it leads you off the well worn path, and that will make all the difference.
David Ralph [39:08]
So you’ve obviously been somebody that in many ways have created your own path. But is it something that has come naturally to you? Or has it been stumbles and falls trials and tribulations as he said, Have you just trusted in the process somehow?
Hugh Liddle [39:24]
It’s been the ladder learning by experience means that you, you fall down you get back up, you try again, just like learning to walk. And it’s it’s that process all the way through. Learning the things that you need to learn in school and then learning the things that you need to learn in business and it’s a never ending process.
David Ralph [39:47]
How have you overcome verbo? How have you overcome that ability to not just go off? It’s not gonna work? It’s not gonna work. I’m gonna get up again.
Hugh Liddle [40:00]
Think I had very positive parents. And that’s been a help. I also love being around positive thinking people. And I tried to not spend time around people who think and talk negatively. So I’m a pretty positive fellow. And if something doesn’t work, it just means that I haven’t found the right way for it to work yet. Sound like Thomas Edison on the light bulb?
David Ralph [40:26]
Yeah. So you are a firm believer in environment Trumps all you surround yourself by like minded individuals, you bet. Now, it’s interesting, isn’t it? Because the guys listening to this show more often than not, won’t have that environment. They’ll be in a job that I don’t like. That’s the only reason really that people start listening to these shows because they’re looking for answers. What is a good way in your opinion for them to start creating that environment if they are the only one that wants to change or wants to do Something bigger with me.
Hugh Liddle [41:03]
The first thing that I would say is do everything that you can to excel where you are right now until you’re ready to do something else. Make it your mission to be the best at what you’re doing, and change that you can change that mindset of Oh, I don’t like this, this isn’t. This isn’t fun. You know, if if you have to be there for now to create income, then be the very best that you can possibly be at whatever it is that you’re doing. And at the same time, spend time after work. Spend time on the weekend, thinking about what it is that you really would like to create, what would you really like to do and what will it take in order for you to do that? How much capital Do you have to raise and how can you do that? What knowledge Do you have to have and how can you How can you access that knowledge? What is that, that you can do to move yourself into the next phase of what you’re doing? And maybe to move away from that, that thing that you haven’t enjoyed that much, and do something different. And the choice is always ours, we have a choice. We don’t have to be stuck for all of our lives doing what we’re doing right now that we’re not really enjoying. That’s, that’s just a matter of choice. We have so many options in this world. So many different things we can do.
David Ralph [42:34]
Steve Jobs asked, he said, obviously, before he passed away that if he looked in the mirror every morning, and it’d be fought to himself now actually, I don’t fancy today, too many days on the trot, he would change he would change directions on
Unknown Speaker [42:52]
it out. And that’s that’s great advice. And that’s why he was Steve Jobs. You see, you say That’s right. That’s why
David Ralph [42:59]
we remember it. So what is your big.in life’s here? What is the sort of moment or situation conversation that has led you to where you are today?
Hugh Liddle [43:09]
Somebody else asked me that question just a couple of days ago, we’re working on my some on my marketing messaging. And my answer to that is that I’m not really able to pinpoint one event or one big aha moment where everything changed. And suddenly, you know, I realised that you know, I was gonna do do this or be successful at this or that I, I had achieved success. It’s been a whole line of smaller incidents and learning experiences and connections with people and discussions with mentors. And so it’s it has been a lifelong learning experience that’s brought me to where I am. And not just one thing that changed everything.
David Ralph [44:12]
It’s called be the hat vo and then I would have thought the fact that you were willing to wear that hat, even though people were saying, Don’t do it, because you just knew that. That was you, that that’s gonna be it and that your big dog is gonna be a big red hat.
Hugh Liddle [44:27]
That was a big one. Yeah, that was. And I also think the change from working for somebody else to starting my own business was that was a major milestone.
David Ralph [44:41]
And was that scary when you did that?
Hugh Liddle [44:46]
not scary. Just exciting.
David Ralph [44:50]
Why? Why? Because most people would have said, Yeah, I was terrified. I used to have sleepless nights. Did you have a long runway? How did you make it exciting
Hugh Liddle [45:00]
Well, I had been selling at that time for almost 40 years. And I had been a sales manager. I had written sales manuals. And it wasn’t a huge leap from stopping selling for somebody else to selling my own coaching services, and teaching other people all of the things that I had learned over that 40 year space of time. So I think the fact that I did it for so long and I was successful at it, and I wanted to pass that on then to a younger generation was very, very exciting for me and it wasn’t particularly scary. There were some scary moments financially as I went along. Because of building a business is there’s sometimes there’s rollercoaster times and and income and sometimes that was a little bit scary, but going into it I was just excited and looking forward to it and really happy to be where I was.
David Ralph [46:05]
And would you ever go back? Would you now your entrepreneurial when you can almost sort of choose your own time? Would you go back to the corporate gig?
Hugh Liddle [46:12]
David, I’m totally unemployable.
couldn’t ever do that again.
David Ralph [46:17]
You know, we’re in the same club. We can meet in a pub in the afternoon and no one can stop us you.
Hugh Liddle [46:22]
That’s right. The only drawback is that if you want to go fishing, you have to take the boss with you on bass fishing,
David Ralph [46:30]
it’s not your thing. No, no, thank God. I do.
Hugh Liddle [46:34]
I do live in Florida, where most of my friends who live here in this area are fishermen. But that’s not my thing. My thing is music. That’s my
spare time, leisure time activity.
David Ralph [46:47]
Absolutely very similar to myself here. Well, this is the end of the show. And this is the part that we call the Sermon on the mic when we send you back in time to have a one on one with your younger self. And if you could go back in time and speak to the younger You What advice would you choose and what age would you give? Well, we’re gonna find out because when I play the theme tune and it fades, you’re up. This is the Sermon on the mic. We go
Unknown Speaker [47:17]
with the first bit of the show.
Hugh Liddle [47:34]
The very first piece of advice that I have is listened to 50s and 60s, music all of your life and it will bless you. Make your life’s work, something that you love passionately. Make it something that causes you to be eager to get up and get at it in the morning. And as early as you can in your life, start working for yourself instead of for searching for somebody else. Spend some time in a place apprenticeship if need be with someone in the field in which you want to do your life’s work, and then strike out on your own build your own dream instead of someone else’s. But only do that if you have a burning desire to build your own business, you’re going to experience a lot of bumps and obstacles on your road to success. make adjustments, change strategies, start over if you have to, but don’t give up on your dreams. You have a gift to give to the world to make it a better place to help people to experience more success and joyfulness and prosperity. keep on giving. Don’t focus on yourself and your success. Focus on what you can give to others. And especially if you’re selling a product or service, don’t let your focus slip to how much money you can make if your prospect buys or focus on anything else except your prospect and how you can help and serve them and they’ll feel that they’ll do business with you and you’ll be well compensated for doing that. Take care of your physical body. It’s the only one that God gave you to ride around in while you’re on this earth. So take care of it be healthy, get some exercise, eat reasonably, get enough rest. If you do that, you’ll be more likely to have time to share your gifts with the world and enjoy the blessings of your life. Be aware of what’s going on in politics, and vote for people who are business friendly and protective of your individual freedoms. People who are moral and ethical and tell the truth and are good servants of the people. The government, like it or not, is going to play an important role in your business and your life. So do your part to ensure that it will benefit and assist you rather than restrict you and hold you back. Don’t let your work consume all of your time. My sister reminded me more than one time that when you’re at the end of your life, you’re not going to be saying I wish I had spent more time at the office. So keep your life balanced with spiritual pursuits work, family, friends. Yes, even recreations and hobbies. And let me say just a word about the spiritual. I realised that not everyone listening is a believer in God and Jesus like I am. I think most people would agree, though, that there’s something by whatever name we choose to give it that’s bigger than we are, and that our life here has a purpose. We’ve been put here to do important work. And that’s an aspect of life and business that I believe is important for us to stay aware of, and to express gratitude for read and study an hour a day, and in five years, you’ll be an expert in any field that you’ve chosen. Forget about college unless you’ve chosen a career that absolutely requires a college degree like law or medicine or other pursuits like that. books, CDs, DVDs, webinars, workshops, the internet, you have a world of information available to you. So take advantage of it. And finally, have fun, laugh a lot. Life is way too short. To do anything else, one of my criteria for working with a client is that they have to be fun to spend time with. They have to have a sense of humour, and they have to think that I’m funny. If I tell them a joke and they don’t laugh, it’s over. They can’t be my client anymore. So that’s, that’s my advice to my younger self and to all you younger folks out there, by the way, I am 67 years old and I was a little depressed when I turned 65 because I realised that half of my life is over with so I’m really busy making the second half count.
David Ralph [51:34]
You will be disappointed at 65 to half your life is over. Ham. That’s right. 130 you’re gonna live to 130
Hugh Liddle [51:41]
Yes, and then I’m gonna be shot dead by a jealous husband.
David Ralph [51:45]
Now I can see Yeah, you running naked with a red hat on that. That’s how he’s gonna finish. Finish badly. So what was the number one best way that our audience can connect with you sir.
Hugh Liddle [51:59]
Read Cap sales coaching.com is one place that they can go to do that. And my suggestion would be if they’d really like to talk a little bit about their business and their sales and get some good tips and some good strategies that they can use immediately with out any without any charge, without any obligation without any pressure whatsoever. If they just like to talk, when they go to the website, there’s a little wizard up in the right hand corner with a red cap on. If they click on that, it’ll take them to a survey, little 1212 questions survey, it’ll take them about five minutes. And when we received the survey, we’ll arrange a free 45 minute conversation and talk about sales for a while. So I would just encourage people to take advantage of that. Great stuff.
David Ralph [52:53]
Thank you so much for spending time with us today. joining up those dots and please come back again when you have more dots to join up because I do believe By joining up the dots and connecting our paths is the best way to build our futures. Mr. Hugh Liddell. Thank you so much,
Hugh Liddle [53:08]
David, thank you. It’s just been an absolute pleasure and honour to be on your show. And it’s just been a blast. I loved it.
David Ralph [53:17]
So if the thought of you running around naked in a Red Hat occurred at the same time, as you was having breakfast or lunch, I do apologise, I do apologise, but hey, it’s an image. It’s an image for you. And it will help it make this show stay live in your mind forever. But he was a great guy, and it’s an absolute honour, but he’s invited me onto his show, sometime in February. So we’re trying to connect the two and we’re hosted on Join Up Dots so you can hear the second part of the conversation. But as I always say, thank you so much for listening. Thank you so much for sharing. Connect with us on Facebook Connect with us on social media, because this show is going places and I’m hugely excited. With what we’ve got planned for you, this is life changing for me. And hopefully it will be life changing for you as well. looking after yourself, everybody this is David Ralph, this is Join Up Dots. And that was Episode 453. Cheers. Hi.
David doesn’t want you to become a faded version of the brilliant self you or wants to become. So he’s put together an amazing guide for you called the eight pieces of advice that every successful entrepreneur practices, including the two that changed his life. Head over to Join Up dots.com to download this amazing guide for free and we’ll see you tomorrow on Join Up Dots.