Chad Burmeister –

As business owners, we always have growth on our mind.  How do we build our business to the next level?  And, of course, the level after that?  The answer is basically marketing, in all of its forms.  Advertising, referrals, content, reaching out, following-up, etc.  Basically just doing all that you can to bring awareness that you exist to the people that may need your product or service.
But how do you market your business when you have so many other things to do?
Chad Burmeister started to solve that problem.  Geared towards B2B businesses, uses the power of LinkedIn along with artificial intelligence to build your awareness for you.  It does so bringing a personal touch with your profile.
Listen as Chad explains his business story and how he has helped many companies grow without taking much of the business owner’s precious time.
Visit Chad at

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Authentic Business Adventures Podcast


You have found Authentic Business Adventures,

the business program that brings you
the struggle

stories and triumphant successes
of business owners across the land.

We are coming to you remotely.

We got Chad over in Denver.
Is that right, Chad?

That’s right.

I’m in Golden, Colorado, at the moment
in Colorado, starting to snow.

And I’m outside of Madison, Wisconsin,

where we are hoping that it doesn’t snow,
but it’s inevitable, I guess.

Chad Burmeister is the CEO

of as well as
the co-founder of

Chad, how are you doing today?

I’m doing fabulous.

you know, just just post election season.

It seems like pre so
we’ll see what happens there.

But yeah, business is good,
family is good.

And I just in fact started this workout.

I don’t know if you’ve heard about this.

Seventy five hard.

It’s more of a mental toughness
application and workout. Two workouts a day.

All right.
Forty five minutes each.

Seventy five days in a row now.

And by the way, there is no alcohol.

There’s no, you have to drink
a gallon of water a day.

Read ten pages in a book, OK?

And probably three or four other things.

So I’m on day 22, so I feel really good.

And is it mental alone or mental
and physical or something?

Well, it’s mental and physical.

The forty five minute workouts can
kind of be what you want them to be.

So I have the peloton app so I’ll do

stretching and workout and then I’ll do
a run in the afternoon or vice versa.

And one of them has to be outdoors.

So with, with some snow coming down today,

I’m thinking it might be 20
degrees before you know it.

You know, I run all year long

because I have a dog in my rules is that
a tired dog is a good dog.

So we got to run in the snow.

I mean, twenty five below.

I’ve been out there not very long,

but to the point that your
eyebrows are icing up.


See, that’s what I remember.

I was born in Madison, Wisconsin.

So when we come back to see
my relatives in Milwaukee or Madison.

Yeah, I always remember that when your

nose hairs freeze, that’s the difference
between Colorado and Wisconsin.

I have this friend that’s always asking
why do we live where our face can hurt.

Why do we live here.

Yeah, but it toughens you up for the times
that you go to other places.

That’s that’s fair.
That’s fair.


And it’s fifty degrees
and we’re in shorts.


Don’t you tell us about

This is an intriguing thing
you got going on here.


So we started in fact I look
at it like the Dell model, right.

They sell inventory before they build it.

And so my tip from trial and error over

the years is, you know,
before you leave your day job,

figure out what the market will bear

and what what the market
would would be interested in.

So I had a business partner, I say,
in past tense because I ended up buying

him out after after I joined
the business full time.

But, you know, we

crafted a number of different offerings
from twenty five thousand to forty

thousand dollars within the first quarter,
which was Q4 of 2017.

We sold three hundred and thirty seven

thousand dollars worth
of product and services.


So at that point I knew I like
to call it the dog would hunt.

We knew the dog would hunt

at that quarter and I thought, OK,
now I can afford to take the level of risk

to leave the day job
and go build a business.


You did that in the first
quarter of your existence.

Yeah, yeah.

By year two we did nine hundred thousand.

Year three we did at one
point two million.

This is now the fourth year and we should

finish around two million
to two point five million

off of a one point two from last year.

So it’s definitely scaling.

The ball, the snowball is rolling
down the mountain, as they say.

Very cool.

So what is ScaleX?

It’s a pipeline as a service
is what we think of it.

It’s the highest level.

And what that means is that there’s
kind of three aspects to it.

I look at it is 3D.

So data, digital and dials.

You first have to get data.

Good gas in the tank is
what I think of it as.

So do they have a valid phone number,

ideally mobile phone number in today’s
world because most people work at home.

So mobile number is important.

A LinkedIn URL is key.

And does the person
still work there today?

And so there’s.

A lot of change over the last six to eight

so you have to get a data source and we

have to right there,
the two best providers,

rather than you going and writing a check
for twenty five to forty thousand dollars,

you can buy data from scale
as needed basis.

All right.

So it’s kind of a nice
way to subscribe to data.

Then when we look at digital,
there’s kind of three components.

There’s email outreach,

which has become the hardest way
to do customer prospecting outreach.

It’s the least performing channel in most
cases and can be one of the highest.

But in most cases,

from an outbound perspective, you know,
think about a call, the email.

How many times are going to reply?

Very few men know if there’s a video

embedded and it has your LinkedIn profile
and then a picture of me in the corner

that you can tell them about to say
something to you, you are going to click

that because you’re like,
what’s this guy talking about?

So we figured out a way to put video

embeds into the email at scale so that you
can get a very high performing open rate

and reply rate
nine emails for social second.

And when it comes to social,
we’re seeing the kind of performance

that you used to see an email,
eight to 12 percent reply rates.

It’s amazing.

So as long as you have a product
or service that’s not,

you know, obsolete or something,

if typewriter repair or something
like the iPhone one and we’re all

11 and 12,
you know, you’ve got to make sure

that the market’s ready
for what it is you’re selling.


for example, we’re reaching out
to podcast hosts right now at scale.

And when you do that through LinkedIn,
we’re getting a 50 percent.

I’d like to have you on my podcast.

So we are here.
We are right.

I mean, that’s that’s the value and beauty
of leveraging technology to help you find

podcast hosts and get
on podcast at scale than I was.

I landed on Fox News and Newsmax
the day of the election.

That’s right.

I was the very last interview before
the election coverage started on Newsmax.

When you going to

get that?

It’s crazy, right? That’s awesome.

So so data digital is email social.

And the third leg of the stool
for the digital outreach is paid ads.

So most companies might go to a Facebook

or a LinkedIn and spend two to three
grand a month and optimize one channel.

And in order to optimize, you have
to spend two or three grand to channel.

We’ve aggregated a lot of different
customers across the spend

so that you don’t have to go
spend two or three grand a month.

I have customers spending one hundred

to five hundred a month
and it’s as if they’re spending two

thousand because we’re aggregating
the spend across multiple customers.

Now we can say,

let’s go figure out who are the thousand
to five thousand people or even ten

thousand that we think might
need your product or service.

And let’s only advertise to them
based on their IP address.

So so that’s sort of that’s what you can
automate from a digital perspective,

the last days in the equation is Dial’s
so data digital dials.

And when it comes to Dial’s,
most people are still manually picking up

the phone, the dial, the number,
and then they get voicemail and then they

do it again and they get voicemail
20 to 40 times in a row.

And when they leave a voicemail,
it feels good to them at the time because

they feel like they’ve
done something right.


it’s kind of I think that’s a train or
a whole thing or something behind me.

I’m in golden, right.

So that thing looks like it’s going
up a hill that’s slow, right?

Chug, chug, chug.
I think I can.

I think I can.

And then finally someone picks up
and they go, oh, is this a cold call by?

And you go, Oh, I just spent all morning

for three hours to talk to you
so that you could hang up on me.

That’s just almost had a person.

Yeah, right.

And so what what agent assisted dialing

does is says, hey,
let’s go get a group of five hundred

people who are good at navigating
gatekeepers and switchboard’s.

Let’s have them go be that train climbing
up the hill slowly and let’s have four or

five of those trains going
in parallel at a time.

And the first person to pick up will not

transfer immediately
over to the salesperson.

So we have reps that are doing on behalf
of customers anywhere from one thousand

to two thousand miles per day per
day using agent assisted dialing.

Yeah, they will do in one day what
most reps do in one to two months.

Yeah, we for our Isleton,
I want to say the average was.

Fifteen an hour,
yeah, 15, and that’s that’s a highly

productive so 15 an hour,
four hours that 60 dials.


Now imagine doing that to doing that
two times in one hour.

You can do 60 dials in 30 minutes.
This way.

That’s cool.

So see if you can do data sourced

by a smart person rather than putting
the data sourcing in the hand of a rep

who doesn’t even understand
what the word data means.

You have a data scientist or a data
analyst go in and build the list.

Then you set up the email,

the social the paid ads to in parallel
do the outreach again, better messages.

A lot of people think, well,
you’re just going to spam the town.

Yeah, that’s what your reps will
do if you give them the tools.

If you have a smart person with high IQ,

which, by the way, it actually goes
against people like you and me male,

we we tend to be lower on the IQ,
higher than the IQ for sure, you know,

and it’s kind of a broad
stroke I’m making there.

But generally speaking,

I’d rather have my wife or my daughter
write the email than me because they can

be more empathetic and put
it in the customer voice.

And so why not
standardize that part of the process

on someone who’s really good at it
and then let the reps who like to talk

on the phone, be it a thousand
or two thousand dial a day clip.

That’s how we’ve helped more than one

hundred companies architect their entire
sales revenue machine by automating

the automated and not
automating what can’t be.

That’s so it totally makes sense because I
can tell you that I’m fairly certain

that I’ve lost sales
because I was presenting essentially logic

like you have a problem,
I have a solution.

It fits your budget.

Why are we still talking?

Yeah, and really,

it’s an emotional we as a people can
operate four million, five million,

whatever it’s called,
transactions per second, let’s say,

where your conscious mind can only do
ten, twenty, thirty thousand.

And so your unconscious mind
is what drives you in life.


So you need to be able to fashion
the emails, the voice mails, the videos.

Hey, look, the politicians
have figured it out.

They know how to play and trigger us as
human beings, no matter where you sit

and think, oh, that’s me
that’s speaking my language.


And and it and that’s kind of where things
are going with the AI world,

is that you can know beyond a reasonable
doubt what someone’s personality is.

Therefore, what language and words
would match for that personality.

A human could never do that.

But the I can tell you that.


Farstad, that’s cool.

So what kind of businesses
use you, you clx.

Well, it used to be funded companies,

so a series A through D funded startup,
they just got a great round of money

and they come to us and we say, hey,
for twenty five to thirty thousand bucks

over three months,
we’ll do ten times the number of touches

that you could do if you
hired someone internal.

Well that, that worked until March

of twenty twenty and there’s still
funding, but a lot of companies said,

you know, we’re seed round
or I’m an entrepreneur.

What do you have for me?

Because you know, Chad,
I’ve seen some of your podcasts.

I’ve seen your videos.
You like to help people like me.

What do you got?

And seven thousand dollars
a month is not the right answer.

So the entrepreneurs leveraging a five

hundred dollars a month social outreach
platform that does one hundred connection

requests a day,
100 emails and can do what?

Get you 70 to 80 percent of the value as
if you’re spending seven thousand dollars

a month,
so that product has taken off to about six

or seven hundred thousand
dollars this year.

And it’s highly affordable.

And a lot of entrepreneurs like once they
get their hands on it, they’re like, oh,

I can’t afford not to do this
at five hundred bucks a month.


So let me pause you for a moment
just to dig a little deeper in that.

So feel like we got a lot of listeners
that are in that entrepreneur train

and a lot of them are really
good at what they do.

And marketing is more or
less an afterthought.

And it’s my rule is that people
don’t know you exist.

It doesn’t matter how good you are at it.

They won’t buy from you.

They don’t know you exist.

So for us, this is go down the dad,

a digital dial’s,
the dad, and they tell you what they’re

looking for, who they
want to target or do.

A lot of times they
don’t necessarily know.

I mean, they think,
yeah, so you’re exactly right.

When we can go in and scream,

share and say, how many employees
do they have thought about that?

Oh, OK.
Well, here’s the choices.

You know, five to 50, 50 to 100 to 50.

Oh yeah, 50 to 50.
Got it.

I mean, I met with someone this morning

for three hours near Dédé Gaylord Hotel,
and I said, what’s your range?

And he said, fifty to one hundred.
He knew exactly.

That’s a that’s a large universe.

Fifty two hundred businesses guys.
What’s the title.

Founder CEO.
Got it.


are they looking for.

So there’s a technology called Bundoora

and they look for what’s
called intent data.

So intent data means they were searching
on Google or on the web

and they searched for
one of seven thousand three hundred

different items,
unified communications as a service,

sales, marketing, advertising,
whatever term they searched for.

So you can go work with a customer
and say, hey, not only can we tell you

fifty to one hundred founder CEO,
but we can also look at someone looking

for your product or
a product that’s like yours.


And if it goes above threshold,
meaning the baseline of what

that company’s used to looking at,
but now it’s higher than the baseline,

then, oh, let’s put that on the list and
let’s not put the other ones on the list.

So you can get really,
really smart when it comes to list

building, then what technologies do they
have deployed because they’re scraping.

So you can say, oh,
they have sales for some Marquito,

which is now Adobe or they have
some shopping cart technology.

Shopify, like you can go in and get
that specific and say,

I only want Shopify Deployment’s
or Oracle eloquent appointments.

And then by the way,

one database sells Intel might have,
which is partnered with data nids.

I get these mixed up data.

So HP data looks at the world.

They might have thirteen hundred
Oracle Eloqua customers zoom info.

Another big provider might
only have two hundred.

So if you were to buy from one of those

two companies
without going through ScaleX,

then you might say, oh, wow,
this is great, they’re fifteen hundred,

or you might go, oh,
they only have two hundred.

It’s it’s important to know what’s out

there from a data perspective before you
place your bets on one data provider.

All right.

So then the the digital portion,

are you guys actually sending out
the emails and placing social ads?

So you’d be telling the company we’ve

we believe that everybody think about when
you first got your first email address

and it was like, you know,
someone probably I was in New Zealand

at the time and I was sending letters back
and forth to my parents

on a study abroad program.
And someone said, oh,

aren’t you familiar with the email now?
And I’m like, what? What do you mean

e-mail? Like, how do those
two things go together?

E mail.
E mail.

so then I was able to move to digital

and I’m like, wait, you mean I can send
it and they’ll have it later that day.

Like the same day at the same moment.

Yeah, easy.

And I don’t have to spend the twenty five

cents or a dollar a minute calling them
because it’s New Zealand to the US.

So, so that came out.

So I believe everyone will have a virtual
assistant in the not too distant future.

So right now for my company,

I have about eight virtual assistants,
Melissa, Marissa, Alyssa.

I can’t remember all their names.

Right, Jordan.
So it’s funny.

We actually did an exercise where we said,
hey, let’s come up with ten standard

virtual assistant names so that when
the customer says, well,

which one performs the best,
we actually have an answer.

And so.

And it turns out.

Females outperform males in the virtual
assistant landscape most of the time.

20 percent higher reply rate looks

so, but it varies by industry.

So these are some of the things that you

you know, when you start working
with hundreds of customers,

you can start seeing this information
from A to B, C,

and so a virtual assistant,
Elyssa, will execute the emails.

And now Allissa could be doing a campaign
for me, you and one other person.

It’s not a one to one relationship.

Could be a one to two, one to three.

But it’s such a low cost relative to

what people used to spend for a human
to go spend seven to eight thousand

dollars a month to send
50 to 80 miles a day.

Well, now you can have a virtual assistant
send one hundred and fifty a day.

It’s ideal and it might only cost you
five hundred thousand dollars a month.


So the more you have, the more you buy,
the lower the cost it comes per unit.

Mm hmm.

Why not hire an army of virtual assistants
if it’s if it’s that low of a cost?

The key is the messaging has to be
has to be done, right.

You can’t just mail blast.

Hey, let me tell you all about my product.

That’s not going to work.

And then waiting for this
email or something.

Oh, awesome.
Let me buy.

So do you guys place ads
on the social platforms?


So the ads, the way we typically look
at the ads is that it’s air cover.

So it’s not you could set it up to drive
people to a calendar and book a meeting.

But the way we look at it is if I’m let’s
just say I’m selling ScaleX, for example,

I want those one thousand people that I’m
reaching out to on a monthly basis.

I want them to start seeing ScaleX

and LinkedIn and Facebook
and on all the social platforms that

these guys are everywhere.

Just like a billboard.

You may not recognize it,
but now you get a voicemail from someone

on my team, you get an email, you get a
social connection and you see a paid ad.

I think of it like going fishing.

I go up to Alaska about once every two to
three years with my dad and my brother.

And, you know, we’ve got a deep,

deep pool, a shallow pool
and a middle middle pool.

And so you troll with all
these different levels.

Same thing when it comes
to all multichannel outreach.

Why go with one when you know
let’s see what’s hitting first.

Maybe the middle pole that’s 20 pulls out,
gets all the fish perfect.

Now let’s put them all down to 20.

And that’s what we do when it comes
to phone, email, social paid ads.

If one channel outperforms the others,

then we may go and say, hey,
you’re spending a thousand dollars a month

on two virtual assistants for email
and you only got ten replies.

And eight of them said, Take me off
your list, stop spending one thousand.

Let’s put two more social virtual admins

on so that you can get eight
to ten percent reply rate.

But we never know until we start.


All right, that’s cool, that’s very cool.

So how are you guys marketing
to potential entrepreneurs like that?

I mean, the main outreach mechanism has

been drink our own champagne,
eat our own dog food, so to speak.

And that’s what’s gotten us
to the level we are today.

All right.
Now, there’s a point where you probably

need a little bit more
rocket fuel in the tank.

And the latest pivot that we’ve done is we

use the social technology
to reach out to pot.

I mentioned that earlier, right.

Podcast’s so recently.

I talked to weeks ago to a gentleman

in Florida who gets three hundred
and fifty thousand downloads.

And so I think it airs this week or next,

and I can tell when it’s a podcast
that gets that kind of followership

because I’ve had days where seven
leads will pop into our system.

All in one pot.

Nice, so, you know,
it’s the same tool just being deployed

in a smart way and then paid ads, you can
start to crank up the knob a little bit.


Instead of spending one hundred dollars
a month, you can move to five and five

could move to a thousand
and so on and so forth.

But for now, the virtual the combo
model is what works best for us.

We you know, we don’t want to tell our

customers to do something
and do something else.

That wouldn’t be a good idea.
That’s fair.

That’s totally fair.

So what were you doing before you started

Scalextric before you get
involved with Skillings?

Well, my first job out of school
was with a staffing company.

And I had I had kind of done some selling

in college and I thought, oh,
this is going to be easy.

I’m a born sailor.

And I learned that,
you know, that’s great.

You can you can have the genes.

But if you don’t have the skills to go

along with the genes,
then it’s just isn’t going to work.

So you’re eight months
in fired from the first job.

So that’s what looking back,
it was actually one of the best things

that could have happened
because it lit the fire.

And what I’ve learned
over the years is that.

The number one most important thing
to be a successful salesperson.

Take a guess, what would
you think it would be?


Yeah, that’s very that’s that’s totally
fits within what I’m about to tell you.

All right.

You have to want to be
successful in sales.

All right.

Are you going to just have to have
the belief that you can be and want to be

and then persistence would
be in the same sentence?


Being rejection proof and just saying,
no, I know I can do it.

I see other people do it,
therefore, why can’t I?

So it has to do a lot
with confidence, I imagine.

And to the point of your mentors and yeah.

Just I call it revenue equals
frequency times competence.

I learned that from a former
taught 20 years.

He’s been writing books
for twenty five years.

Sky’s so frequency.

You know how many calls you’re making,
how many emails you’re sending, how many

social connections are doing,
how many podcasts are you on.

How many books have you read, how many,

how good are you when
you get on a sales call.

Do you have a methodology for me it’s
amcom gain acceptance, state your purpose,

probe consulting, overcome
objections, motivate to act.

I’ve committed all that to my subconscious
competence where it’s just there.


I go in, I, I used to freeze
on gaining acceptance.


What did we do when we
first opened the call.

Oh you’re in Madison.

Oh that’s where I was born right now it’s
like you have to be human to human first.

Find the common ground.

Then purpose.

The purpose of the podcast today is we
like to expose these kinds

of entrepreneurship adventures
in life and how we got it.

OK, that’s the purpose.

Then I ask a couple questions.

You ask a couple overcome objections
motivate you to act.

And it’s just a standard thing that I now

go through that I’ve been
using for twenty five years.

More frequency, early confidence comes

by practicing across the number
of conversations that you have.

So that’s how it all started.

And now I’ve seen corporations.

I’ve always been I’ll call
myself a corporate rebel.

All right.
So what you probably don’t see a lot

in Madison is a guy with a one
and a half foot tall Mohawk.

And that was me.
Not a ton of one and a half foot.

Yeah, that and then it takes some time.

Sophomore in high school.

And it was really shaved on the side.
All right.

Really long and bleached on the tips.

And I’m the break point kind of person.

Like, I go in and I’m going to create
something versus go with the status quo.

That’s my value.

God made me for a purpose is to say,
wait, why are you doing it that way?

If you just changed a couple of things,
you could do so much more.

And so being in companies that said, no,

no, no, you have to comply,
you have to do it this way,

I realized after twenty years I’m like,
wait a minute, I should have known this

whole I had a Mohawk, didn’t like
to comply even way back then.

And so as an entrepreneur,
I’m now in the lane.

Apparently I’m reading this book
on success and I’ve heard the term flow

before flow, but I never
realized what it meant.

I thought flow meant, oh,
that’s pushing the easy button then.

It is.
And it is.

You’re talking a lot of work flow.

No, well, I’m sure
that’s probably similar.

This is a book called
Success Talking about flow.

Oh, how you get in flow and flow
when you’re in the most flow.

It’s a highly challenging.

You’re doing work that’s challenging,

but your skill is also high, so high
challenge, high skill to meet that.

And so when you’re way up there
in that upper right quadrant.

Now, the bad news is you may not have
that high skill early on,

so you have to constantly pressure
yourself to the next level to learn.

And I wasn’t just a natural CEO.

There’s cash flow things that you
have to learn how to be a CFO.

So if I were to just say, well,
flow is just being easy and I want

to match low skill and low,
low challenge, well, that’s

that’s not what you were made
for nor made to do hard things.

Mm hmm.
And match your personality and what you

were built to do in that area
is more getting in the zone, I imagine.

Like get the zone.

Yeah, I get in to boxing and the rule
there is if you think you stink.

So the idea is I to practice enough so

that you’re not thinking while you’re
in the ring that it’s just automatic.

And so it becomes on the verge of easy
except for getting punched in the face.

Yeah, it does get on the verge
of easy when you know you’ve arrived.

It’s like the here is the hardest thing

for me as an entrepreneur two years ago,
OK? It’s called imposter syndrome.

And almost everybody gets
a look in the mirror and they’re like,

dude, you faked it,
you just faking it still.

And I’m like, well, so you can’t just say,
well, I’ve written five books I have.

And it’s like, OK, so what
what it took for me to clear

that mechanism
is to go deep into your own life.

And it took a four day executive retreat

that I went to called
the Litvin Intensive.

Rich Litvin is the guy who used to be
a high school teacher

and now he coaches some of the most
fabulous, powerful people in the world.

And when I went into this room of one

hundred fifty people, I’m like,
oh, that person is part of the UN.

Like, she’s fabulous
and that person’s that.

And then then finally,
when it starts to connect the dots

and they stand up and he goes, what
do you do in college, what do you do?

And now what’s your problem?

Well, I can’t find new clients or I can’t

help them with their breakthrough
or whatever their problems were.

Tell me about college.
Now, tell me about when you were six.

What was your passion?

And some people are like they break down

in tears, are like, yeah,
my life was left when I was six.

And other people are like, no,

my life was amazing, and here’s
what it was great about it and.

One hundred percent of the time, though.

At age six,
your passion is who God meant you to be,

like your unfiltered, so there’s no
pastors that have influenced you.

There’s parents have an influence you

like think about when you’re six,
how freeing it was to be a kid.

And so when he could connect the dots back

and it took literally eight to 12 minutes
for him to do this over and over and over.

And so for me,

it was my dad was a radiologist and so
he was always working on weekends.

So my mom was at the football games and I

didn’t play football,
lacrosse, soccer and swimming.

Sure, I did a little bit of flag
football, but who’s counting?

And so for me, it was all Dad’s not
at the games and Dad was born

in the Midwest or he went
to University of Mass UW Madison.

Oh, nice.

And never really said,
hey, I love you as a kid.

And I didn’t know at the time
that that mattered.

Like, I’m a boy.
I don’t need that.

I was he was he really seeing me?

Mom saw me so took me up until two years
ago to realize that that actually matter.

And once I figured that out
and I’m like, oh wow.

So I got the Mohawk as
a result of Dad not he got it.

I need to get his attention
and it got it about right.

And every time we tried to get in the car,

tried to get in the car, or hopefully you
don’t light a match, go up in flames.

But by me realizing that and then talking

to dad and saying, hey, you know,
just so you’re aware,

like I wrote up a four pager from this
thing and told them eight weeks after

the event took a little
while and we connected.

And now, like even this morning

on the drive, you know, he’s like
he’s like, yeah, I’m catching myself.

Thank you for pointing that out
because it’s like I never realized it.

It’s just something that we used to do.

My dad and his dad just get stuck
in their day to day thing again.

And so so by clearing the mechanism

on that, it’s I can start
to go to thirty thousand.

Fuck you look down and go, oh,
that’s why I did this, this and this.

So you may think of it as a traumatic
experience as a kid, and that’s OK.

That actually became my superpower because
I had to be seen by Dad and therefore I

had to chase the kind of money
that he made as a radiologist.

And to do that in sales
is a lot harder to make.

Three hundred and fifty
thousand dollars in one year.

And so I found myself moving across

the country, getting promoted from job
to job, but never being fully satisfied.

Finally, when I hit it, I’m like,
wait a minute, Dad was right.

He goes, You don’t have to chase money.

You should be happy.

Line up your costs with what makes you
happy living in that zone of excellence.

Like we just talked about the flow.

So I heard Gary V talk recently.
He said, you know,

it’s better to make thirty thousand
dollars a year and be happy.

Then to make three hundred thousand

dollars a year and be unhappy. Oh,
yeah, look at that pancake in your head

and go, wait, who am I
trying to impress here?

So I took my income from three,
four or five hundred thousand dollars

a year, down to one hundred
to be a CEO of my own company.

And all right.
Oh, I had to seriously adjust,

my wife had to get a job again
and it was like painful for a while.

And and then I’m but I’m living
in my zone of genius now.

I can help other people, entrepreneurs and
other people realize their dreams.

Now that snowball goes down the hill,

when you go from three thirty seven
to one point two to two point eight.

Now, three years in, I can finally
take a breath again and go, oh, OK.

But now I’m in my zone.
In my way.

Yeah, that’s what I want to leave
with your listeners here is man

God, don’t be afraid to uncover
and turn over the stones.

What you find there may be
bloody and gory and bad, right?


You know, when you hear JoCo,
there’s this one thing.

JoCo Willink.

Former Marine.
Right willink.

I’ve been pronounces
his name wrong I might say willink.

I’ve met him once too.

I may have I may make it a sure
but you know what I mean.

It’s not this one video.

If you look come up after this call,

put it in show notes or whatever,
you could put on it.

But if everybody who’s
listening today Google.

What’s bad or when it’s bad, good, JoCo,

and it’s like it shows a picture
of a heart, it’s like

and think about it right now in the world
we live in where it feels good versus

evil, whatever side you’re on,
it doesn’t matter.


It’s just a weird world
time we’re living in.

And so Jaycox as if it’s bad, good.

I can breathe.

I’m alive right now.

He just goes through and it’s
like got fired from your job.


Didn’t get the promotion he wanted good,
didn’t get the raise good,

and it’s like because now I’m learned
and I can continue to figure things out.

And what I’m telling you is if you think
you need to get two hundred and fifty

thousand five hundred thousand,
fifty thousand, whatever your upper limit

number is, I can tell you that when you
get there, you’re not going to be happy.

You need to focus first
on what’s important to you.

You’re what am and then align

that zone of genius that flow state
to your personal life.

And, ma’am, you just take off this, you
know, the thorns get removed from you.

I mean, a huge weight on your
shoulder, huge weight.

So now that me and my dad are good

and, you know, you tell yourself
a story about your parents.

And then he flew across the country.

He helped me put a workbench
in at every house I ever moved to.

The only build a skateboard ramp.

He let me have a Mohawk in the house like
some parents would never allow that.


So in actuality,
the story I told was a fallacy.

And so it’s probably a lot of times

the story you’re running
in your head is incorrect.

And so if you can just clear that out,
leave it leave it behind you and live

in this moment, this is
all you have this moment.

So I’m very happy talking to you

on the phone with my moving laptop and Fox
and whatever Berlo are here, you know,

like do your thing, live in the moment
and follow your passion.

That’s cool.
That’s cool.

Sounds like you’ve.

You’ve achieved essentially what every
entrepreneur eventually

does or that’s their goal, regardless
of if they realize that it’s their goal.

Yeah, that’s the hardest part, because
you could easily keep setting the next.

Goal that’s unreachable and that’s OK.

It’s OK to have goals, I’m not telling
you just live in the moment and right.

You know, live off the government.

That is the opposite of what
I’m trying to say here to.

Still, goals are OK.

My goal next is I want to either build

a place in Beaver Creek, Colorado,
or I just met the owner of Powder Mountain

in Utah, the biggest mountain
in all of all of the United States.

Ten thousand acres.

How trip, ski trip.

And we want to build an executive retreat
for people to come and executives come in,

figure out what their superpower is,
clear the mechanism

to help them build their own personal
website, film it,

capture it on audio, and then help them
build their own story for their business.

And we’re yeah, we’re getting close.

And we just this idea was
born eight weeks ago.

we want to own like a ten million dollar

house in the mountains and pay for that as
a group of four or five of us

with the proceeds from the Executive
Leadership Transformation Workshops.

When that’s cool and it’s like once you’ve

once you’ve figured out how to
run the flywheel on one business,

it becomes exponentially easier to say,
oh, sales class sounds like a good idea.

Let’s go solve that problem.

And now this executive treat
sounds like a good idea.

It’s and you got it.
You got to be able to put the right people

in the right positions
to be able to do that.

One founder can’t do that.

As much as we try.

Believe we can get muscles for that.

But they don’t always work.
It’s just time.

Even if you could even mentally.

There’s only twenty four hours in a day

and there’s going to be limitation
of scale just based on what you can do,

what you can physically do
with all the plates that.

Yeah, let me tell you what
Dan Martell shared with me.

So Dan is a really big entrepreneur

in Canada, and yet he’s
humble as heck and age.

His eye opening moment was
he was on drugs and all kinds of stuff,

went to this home that helped
them get through it.

And then he realized he’d like
computer software, changed his life.

Now he goes back and gives
back all the time.

He spoke recently on a Facebook live post
and he said, look,

think about hiring people,
maybe, maybe let’s say I’m 100 percent

dann’s 100 percent
of the possible, he said.

Now, let’s say you hired two
people that are 60 percent.

Well, that’s one hundred twenty.

That’s better than that’s.

You’re just duplicated yourself and goes
by the way,

I tend to hire people that are one
hundred and twenty percent in my mind.

So now you hire a lot of people,

even if you mess it up,
you got to that 60s or for that or 50s

before 50 years or two
hundred percent of me.

So you have to be able to think like that.

And the other thing he said is you either

have a ten dollar problems,
hundred dollar problems,

thousand dollar problems,
ten thousand, one hundred thousand.

So he’s like,
think of the size of your problems.

And that’s all the level
of entrepreneur you will ever be.

Oh, interesting.

So honestly,
my like I have a twenty five thousand

dollar problem across three customers
that didn’t want to pay me Unkovic, OK,

before that would have been holy cow,
that’s like I have to go sell.

At least one hundred thousand to make up

for that loss,
because we bought the services on the back

end and we had our costs
and they’re just going to walk.

And so now it’s like, OK, well,
I’ve got this collections agency.

They’re going to take twenty
five percent off the top.

But I know not to get my head over my skis

on a twenty five thousand dollar problem
you just saw of.

Take the emotion out of it.

So if you’re living and he goes,
if you’re driving down the freeway

and someone cut you off in traffic,
that’s a ten dollar problem.

Then if you have a problem with that,
like wake up and smell the coffee,

how do you move yourself to where
he’s now inviting problems?

There’s another guy, Antarctic Mike.

He his wife fell off a cliff
in Boulder that was 80 foot high.

Barely lived to tell and still goes

to the hospital to the point where she’s
nearly not made it multiple times.

So Antarctic Mike said, you know what,

I want to live
in in a level where to the pain that you

feel so that I can connect with you,
my spouse, in a better way.

So he trained in a freezer,
running back and forth so he can go do

a hundred mile, run an ultra marathon
in Antarctica, I think it was.

Or Alaska or something like that.
Go figure.

So so that when he did that all the way

to the hardest possible thing and you
could do physically

then anything that comes his way,
he actually now invites them.

He’s like, God,

give me the problems you need me
to have so that I can further expand.

So if you’re living through something

that’s just the worst problem
in your life right now.

Mm hmm.
Take a breath.

Put one foot in front of the other.

Here’s the biggest tip for that,

because I know there’s I’m getting
goosebumps telling you this tip right now,

because I know there’s people who are
going to be listening to this con man.

You don’t understand.

I’m in a divorce, I lost everything.

Sure, all of it, right?
Mm hmm.

So John Guyton was a former player

for CU Buffaloes, and he went
through an entrepreneur program.

And right after March of twenty nineteen,

I had a tough month and I literally
was like, what am I going to do?

And even to the point where I felt like
there was an evil spirit in my room

at night and I’m like,
what is going on? I mean

I’ve got angels on my side,
what is going on? And because the finances

were stretched thin,
well I wished I had got guidance

before because three months later
I was like, yeah, that’s what I did, man.

If I knew it.

He says, OK, everybody in this
audience of one hundred people.

All right, you’ve all seen the Flintstones
because I want you to say yabba dabba doo.

And so people say,
yeah, Chad, you don’t understand.

Yeah, but.


my wife just left or.

Yeah, but

my business is four hundred thousand and I
only make one hundred thousand so I yeah

but yeah but and so he
would say, yeah but yeah.

But do.

And so what do you have control of
the do you to stop telling yourself?

Yeah, but just say yabba dabba doo.

And so when you’re in your own head
and it’s all twisted and you’re getting

dark place to go to church
on Sunday, call your friend.

Hey, can we go for a walk?

I’m just not feeling it today.

For me, it was doing puzzle time with my
wife for two hours a night from month.

And just literally,
literally puzzles,

we started the five hundred one and we
went to a thousand and we went to a two,

I think we did a four and I
was like, wow, you know.

So yeah, but yeah.

But do so.
Then I learned from T.K. Carter,

the former CEO of TOUTE app, which sold
the marquito which sold to Adobe.

And he was that a strategy.

If he went from like a 10 year period,
having nothing and being overweight

to having everything and being
in perfect alignment with his flow.

And his thing is on Sunday mornings,

he wrote a book called
How to Punch the Sun Jitters in the Face

as every entrepreneur who’s living with I

got employees that I got all
these expenses and what do I do?

And so it’s what you do last week.

What can you celebrate?

There’s certainly things where it’s like,

well, I didn’t go out of business,
OK, write it down.

My car didn’t get repossessed.

OK, write that down and be happy about it.
It was my birthday.

It was whatever.
And then what am I going to do next week?

Yabba dabba doo.

So every week what was good
and what am I going to do.

And if you chunk it out in little weeks

at a time,
it took me that one month and then we had

the best month ever
at two hundred thousand.

And then last quarter, you know,

now a year later, I can tell
you the end of the tape.

If you just go week by week by week,
the end of the tape is you will succeed,

just like you said earlier, persist.

Knowing the belief is the biggest thing
that you need to focus on the belief

that you can do it once you
of abundance, forget about it.

You could do whatever you want.

Totally true.
Totally true.

I run into a lot of entrepreneurs

that just get stuck like their
spinning and we’ll always think of the

Smashing Pumpkins song.

It’s like despite all my rage, I’m still
just a rat and a kick in the cage.

And I was just like, Dude,
you got to just step out of there because

otherwise you’re just an employee
in your own business.

You got it.
You know, it was interesting.

I just met with the the CEO and founder,
not founder, CEO of of a company.

He’s from Louisiana and he
flew through Denver.

He’s got a big retreat
in Colorado Springs that he’s doing.

And he said that a lot of times Christians
think that it’s bad

to make a lot of money,
and so he said the church tends to even

cause you to say, well, living in scarcity
is what you should do and what he.

What he biblically quoted is that multiple

places said, no,
that’s not the case at all.

He actually says multiply right like here,
I’m going to give you four million.

Let me give you two and I’ll give you one.

The guy with the four went to ten.

The guy went the two went to three.

The guy with one went to one because
he was living in a scarce mindset.

And he said, no.

He goes, no, God actually wants you to go
from four to ten, but then give it away.


Help, help other people build
businesses, be helpful.

And you know that that to me is

the the key is is really having a growth
mindset and not a scarcity mindset.

And it turns out God’s got your
back when it comes to that.

He’s not there to impede you until, you
know, he’s actually there to tell you.

Yes, right.

There’s an opportunity

and I suppose an obligation that people
have that they if they misinterpret some

things, they’re probably
feeling guilty for no reason.


And that goes back to the story
that you’re probably telling yourself as

a six year old kid,
because we’re all just big kids.

It’s thirty six years ago.



I don’t have a Mohawk anymore,
but maybe someday.

So tell me.

So I had a mullet, which is nowhere
near a foot and a half long ago.

It started with the mullet.

I think that’s probably what got me
to the point where I could do the Mohawk

so I can remember when I got rid
of my mullet, it was it was weird.

It was a big decision.

Big decision to get rid of Mullet,
but it was weird how things just changed.

So how did it change for you
when you get rid of the Mohawk?

Well, the short story is
that I went to a concert.

My dad came to pick me up.

I got kicked out.

I it was a it was called dry,
this punk band.

I got thrown on stage and kicked
out and my dad came and teared up.

And I realized, oh,

if obviously if someone cries about you,
then they care about you, fair,

so so that that moment was the pivotal
point where I was like, oh OK, cool.

And then I went, cut it off.

We bought a waterbed, which is in the 90s,
and we bought a waterbed.

We built a corkboard in my room.

I took down a bunch of the stuff

within within weeks or months I got
a girlfriend and then my senior year

there were like five
of the cutest girls in school.

And I dated four of the five little boy.

And I was like, wow.

But you see,

if you don’t take off that upper
cap on your life, that same story of what

held me back in high school will hold
you back when you’re forty five.

Forty seven.
Fifty seventy five.

Never too late.

Right face you pass.

It’s just like Luke Skywalker in the cave

when it’s like going against
the demon and it’s like,

you know, you gotta step up, be a man
and look in the mirror and go and look.

There’s more things I need to go deep on.

I’m sure it’s never over.
Well, you never done.

You’re never done.

But man, the chiropractic of the mind,
when you can get those one or two big ones

out of the way,
it just there’s now no upper limit on what

level of success that I can be
because I’m I am successful.

Previously, you asked me two years ago,
are you successful? Can I go?

Well, I will be when this happens.
And now it’s.

Yeah, you bet I’m successful.

Do I have millions of dollars in the bank?

But do I own a company that’s worth the
twenty two point eight million in sales?

Yeah, that’s cool.

I’ve written five books.

I’ve been voted ten years in a row,
top twenty five

by the American Association
of Inside Sales Professionals.

Like I can wear that now with honor

and not be arrogant about it.

Just be, it’s just it’s a fact.


I’ve been on more than 50 other
people’s podcast this year.

I ran sixty of my own and sixty podcast.

Sixty podcasts and webinars.


I have one.

And that’s so you know,
anything’s possible for anyone.

It doesn’t matter where you come from.

Look, here’s a here’s a something.

This is a good topic for the political
climate we’re looking.

Who are some of the most successful
people that you know in your life.

There are people who may have come from
Europe and their parents had nothing.

Zero eight.
I remember this.

This is a funny comedian said one time. He

said, you know,
when when a homeless person comes up to me

on the corner and says, hey,
man, can I bum a dollar?

He goes, Dude,
you’re you’re you’re at least at break.

Even I owe twenty thousand
dollars on my credit card.

Started with negative.
I’m a negative twenty now that kind.

I mean it’s kind of a funny
point, but the point is.

Some of the most successful people came

from humble upbringings, so one of the
friends of our family, Robert White.

Ran a company called Lifespring,

it was one of the very early mindset
companies since graduated over one point

three million people from all
of the different things that he’s done.

Well, he wrote a book called How
to Live an Extraordinary Life.

At one of his events, he said, OK,
everybody in this room, 50 hundred people

go out and I want you to go find someone
that you could bring back to the room

that might be interested
in transforming their lives.

One of the people went out
and found a bomb under the freeway.

They brought the bomb back to the

to the room
and he joined the next few days

of transformation, and it turns
out he was an ex military vet.

He had a family.

And just things took a turn for the south
Canada becoming the head of sales

for the company, and he ended up
being the best friend of the CEO.

And so,

you know where I’m at at age forty seven,
heading into the back.

The back nine of life.
Mm hmm.

It’s now OK.

Now that I cleared the mechanism,
God gave me the ability to build

a multimillion dollar company
and hire Rich Blakeman, who’s amazing.

And Nick Caputo’s amazing.

Now that we’ve got all these people put

around me, how do we go find
the parts of the world?

Art, was the guy’s name under the bridge?

How do we go find and inspire those people
to become the best version of themselves?


That’s what I’m looking
forward to on the back nine.

That’s cool, because then you’re you’re
improving the world,

having fun doing it and adding
to your success in the whole process.

So, yeah, Ziggler had
some quote about that.

The more you do how the more people you

help, the more you’re
going to help yourself.


You know, I always knew that when I heard

him say that quote was always,
yeah, that makes intuitive sense.

But is that real?

It turns out it is

in a bad way.
Yeah, absolutely.

That’s super cool.

Do you want to talk really
briefly about sales class today?


So that’s that’s a good one
to cover for a few, because

that company is where scale was, you know,
years back, only we didn’t have a three

hundred thirty seven thousand
dollars first quarter.

All right.

We we went after to to change the way

that sales training is delivered
through a YouTube kind of experience.

OK, like the A.I. serves up what
class you should take next.

So we got three thousand on demand
videos in no time at all.

Sandler training

Ben Grasso is another big one
and multiple trainers.

Twenty five I think we have now.

I’ve said yeah, yeah,
I’ll do live classes, I’ll be on demand

and then we charge ten to twenty
five dollars for each student.

It’s free for university students
that want to be in sales.

Well we’ve had maybe seventy five hundred
subscribers sign up,

but what we’re learning is

that the contributors or
the sales gurus as we call them.

They could use more help with paid ads,
digital outreach,

all of this stuff that it turns out Scolex
does really well and I’m like, you know.

Maybe the play is is maybe we got it
wrong, maybe it’s a complete 180.

What if it’s free to the subscribers?

Because my heart says I want to help
people and entrepreneurs and salesmen

because remember, I was fired
for my first sales job and I made it.

So why don’t I give people
the tools for free?

Let’s flip the model and charge the gurus.

Not something that’s unfair.

And with huge markup,

let’s if it’s five hundred dollars a month
in paid ads that we’re going to spend

on their behalf, well, that’s probably
why don’t you spend 500 bucks.

I’ll put it all to good work.

So if we can make this just to break even
and do it for the right reasons,

the pivot in this case is a 180.

What scale is a very couple of degrees,
usually one or two degrees off.

So it was a flip, a pancake completely.

And now we’re starting to do that.

Emii is reaching out to people.

Hey, I’ve been doing a little
bit of it started today.

In fact, we’re doing some research.

You seem like a really good power hitter.

We’d like to invite you to be
one of the sales gurus.

Do you have 15 minutes?

We could tell you what it’s about and then
we can go, here’s the free version.

Here’s the middle, here’s the large.

Do you want us to make you famous or
do you want to just be partly famous?

Just dabble.
Yeah, go go for a little jumping.

So I think it’s like
zero fifteen hundred a quarter.

So six grand a year or twenty
five hundred a quarter.

Ten grand a year.
All right.

And we’ll get you five or six podcast’s.

The quarter will get you

50 to 100 people doing your webinars like
it would be a huge value for a low cost.

But why should the subscribers pay if

the entrepreneurs could
they have a need to grow their audience?

And we can do it, I suppose to a point.

The subscribers are the product.
Yeah, right.

It’s kind of like the social media
that believe me,

I’ve been wrestling with that with myself,
like the social dilemma talks about

the customers are the product,
and I certainly don’t want it to be

a vendor fest where they
discover or pay us 50 grand.

And we’ll put you at the top of the list
like that is not our intention at all.

Right now, intention is to make it

a valuable asset for both
sides of the equation.

Yeah, it’s interesting you mentioned

Sandler because that’s a sales training
that I went through four years.

Way back when

whatever eventually dropped off of that,
because I thought,

what if I actually spent this time
on the phone reaching out

instead of just hanging on training,
hoping to get better?

That’s right.
So it is good stuff.

But it’s interesting because I’ve met

other salespeople that had
different sales training.

It was interesting just to compare notes.

Yeah, well, see,
people these days want to

take pieces of the training in 90
seconds or five minute excerpts.

So what we’re looking to do for 2.0
of the platform is, OK, great.

It’s a 60 minute show like this one.

Imagine an AI that goes through thephone.

Here’s your five minutes of recap time

and it just fast forwards the tail
of the tape to the chase scene.

That would be nice, right? Supercool.

That’s what we do for salesclerks.

All right.

Yeah, check it out, sales class.

I, I think the first month is a dollar
if anybody wants to experience it.

If you’re a you know,
if you’re with a university and you’re

a student and you’re looking
to be in sales, let me know.

I’ll give you a free login.

They can save that book.
Save the buck.

That’s half of my beer or something.
All right.


Appreciate you being on the show.

Can you tell us really quick

what books you’ve written
and where people can find them?

Yeah, if you go to Amazon and look up
Sales Hack, you have to put a space.

I do this every time I look at myself.

I’m like, wait, where is it.
Oh, yes.

Sales space Hack.
All right.

You’ll see two books.

Sales Hack, one and two.

And then my most recent is called AI
For Sales, and I would say that’s the most

interesting because there’s 21 chapters
talking about all different ways companies

are using artificial
intelligence to further sales.

A lot of people think, oh,
is this going to replace me?

No, I’ve been in the space
for three years.

If all you’re doing is pulling data

and sending email blasts, OK,
your job might be at risk.

Sure, you might want
to uplevel your skills.

The good news is, do you really graduate
college and want to be a data blaster?

No, you want to you want to be able to
exercise your intelligence and intellect.

And so, you know, move up a level,
let the A.I. do what the A.I. does well

and let the humans do
what the humans do well.

So that’s what you’ll
find in A.I. for sales.

It’s a it’s a pretty compelling book.

It comes out on audio
here later this month.

Nice super cool.

We give people the link
in the description, all that jazz.

This has been Buthentic business

the business program that brings you
the struggles,

stories and triumphant successes
of business owners across the land.

I am.

Oh, what do I got to say here?
I got to tell people to like,

subscribe and share because
it’s all social stuff, right?

I always make fun of my kids videos that are
like like subscribe and share.

That’s right.
That’s right.

I always pick on that because he watches
videos that have millions of views. And I

just wonder how do these
guys have millions of views?

Well here is the world
we’re in right.

My name is James Kademan

and Authentic Business Adventures is brought
to you by Calls On Call,

offering call answering and receptionist
services for service businesses across

the country, on the web at
As well as Draw In Customers,

Business Coaching offering business
coaching services for entrepreneurs in all

stages of their business on the web

And of course, The Bold Business Book,
a book for the entrepreneur in all of us

available on Amazon and wherever
fine books are sold.

We’d like to thank you our wonderful
listeners as well as our guest.

Chad Burmeister, CEO of
and co-founder of

Find us airing on 103.5 FM
Wednesdays at 1 p.m. That’s local Sun Prairie, and

Sundays at 2:00 p.m., as well as

But the best place to find
us is at

Just click on the podcast link.

We are also at the
Draw In Customers YouTube channel.

Thank you for listening.
We’ll see you next week.

I want you to stay awesome.

And if you do nothing else,
enjoy your business.




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