In the fourth episode of Book 3 of the Explain This Book To Me podcast, host Josh Lipstone continues his discussion with the author Brian Ahearn. They discuss how Brian has used the principles of influence that was discussed in episode 2 in real life situations. And at the end, you'll want to buy as many yellow sticky notes as possible. Key Quotes: “Book two differs a little bit from the book we're talking about in it is a very hardcore sales book and it's specific to insurance agents. So it looks at the sales process and when these principles are most applicable at different points.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (1:44) “Handwritten is always best. That's what indicates that you have done a little bit more .” - Brian Ahearn CPCU, CTM, CPT, CMCT (7:08) “The more somebody knows that you personalize something to them...they are to respond in kind.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (13:45) “Sometimes I will put a sticky note sticking out of the book on page 43. Just so they'll flip it open. And I say, I think you'll really like this story. And if they start with that story, and they're activated, like, wow, now they want to read the book.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (15:03) “It's critical to get your expertise out early. So people will then pay attention.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (20:26) “Leverage what you are good at. So maybe if you come into the insurance industry, and you're not really strong yet on coverages and certain other aspects. But you might be really, really good with technology, and your ability to bring that to insurance agents and help them get better. That becomes part of your expertise.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (22:52) “It's not what it costs me or how hard it was, for me, it's what it means to them. And if it means a lot, and they're praising me, I should graciously accept that.”- Brian Ahearn, CPCU, CTM, CPT, CMCT (36:35) “The difference between the person who would constantly be the ‘I need the sales numbers with profit by Friday’ and the person who's thought about it, and always asks instead of tells. They always have fallback positions. They give reasons because that's the person who by far will get what he or she needs much, much more than the person who is in that trap, because that's what they've always done is just tell people what to do.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (44:37) “I work to live, I don't live to work, I will never sacrifice my faith, my family or my personal well being for my career.” - Brian Ahearn, CPCU, CTM, CPT, CMCT (51:20) Resources Mentioned: Brian Ahearn, CPCU, CTM, CPT, CMCT LinkedIn Influence People, LLC Joshua Lipstone LinkedIn Lipstone Insurance Group Book: Influence PEOPLE: Powerful Everyday Opportunities to Persuade that are Lasting and Ethical Advertisers: Podium ePayPolicy

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“What did the council decide on item 42?” — answered with the speaker and the moment.

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