Chantal Brodrick: Today’s guest is Jennifer Gluckow, CEO and founders of Sales in a New York Minute. Let me tell you a little bit about this amazing and super energetic woman. First of all, she rose through the ranks of a leading Fortune 500 company as a superstar sales representative, national sales manager, and executive director of sales operations. At just 29, she became Chief Operating Officer of a test preparation and admissions counselling company. Then in 2013, she founded Sales in a New York Minute. And now, she shares her passion and strategies for success with businesses worldwide in the classroom.
And to add to all of that, Jen also co-hosts the Sell or Die podcast with Jeffery Gitomer. Now, as you’re about to hear, Jen is a bundle of energy, and she has some great advice to share today. In particular, she tells a story about a manager that she once worked for, and the reaction that he would have when she didn’t get a sale. There’s a really important message in the experience that I think you’re all gonna appreciate. We start this week’s show a little bit differently to usual, because I asked Jen what’s her favourite workout, and what role does exercise have on her day, her business, and her life.
J. Gluckow: My favourite workout, I have a new obsession, and it’s called Peloton. Do you know the bike?
Chantal Brodrick: Absolutely, we know Peloton, yeah.
J. Gluckow: Oh my God, it’s amazing. So, literally, I try to take a class a day. I have favourite instructors. Dennis, if you had a Peloton, and haven’t taken Dennis, he’s amazing. I actually used to ride with him in New York studios, until he moved out of New York, and now came back. He’s awesome, but a lot of the instructors are amazing. But the cool thing about this, and especially for someone in sales like me, who’s uber-competitive, is that you can compete against others taking the same class all over the world, and you can compete against yourself. So, every time, I try to beat my personal record.
So, I, literally, before … I showered. Don’t worry. But, literally, before our podcast I took a Peloton workout. So I’m like, “Oh, I want to get my mind going.” It’s night-time for me here. And I’m seeing, on the screen, “Okay, 27 minutes in. The last time I had a personal record, my score was this, let’s just say, 200. And now, it’s 205. Oh, yeah, I’m beating my record!”
Chantal Brodrick: What a great feeling!
J. Gluckow: It’s amazing! What’s that?
Chantal Brodrick: What a great feeling!
J. Gluckow: Oh, it’s so cool. It’s so cool. Anyway, so, I highly recommend that. That’s my favourite at the moment. Now, your second part to the question was, what kind of, how does fitness play a role in my every day routines, and business, essentially. Is that right?
Chantal Brodrick: That’s correct.
J. Gluckow: So, it plays a major role. I went on a, I’ll call it a drought from working out. I just sort of lost some motivation to work out, and wasn’t doing my normal stuff, for a little bit. And my work definitely suffered from it. Because my mind wasn’t as sharp or clear. And so, now, I … And it didn’t take long to realise, something was missing. What was missing? Oh, it was fitness.
And so, I got the Peloton, so that I wouldn’t have the commute time of going, leaving my house. Then that works for me. But I think, find something that works for you, whether it be going to a gym, working out with a trainer, whatever it may be. But challenge yourself, and sweat. The key is sweat. It makes you feel so good. And, I mean, it makes me feel so good after I’ve, I’m drenched. And then, I go shower, get dressed, and go to work. And I’m like, “This is gonna be a great day.” And so, it plays a pivotal role.
Chantal Brodrick: Yeah, and I know you think you said so much to me before, when you were saying, “Oh, I knew that I this podcast coming up, and I wanted to be … I wanted to be firing, I wanted to be ready, so I jumped on my bike.”
J. Gluckow: Yeah.
Chantal Brodrick: I think that just says so much for the positive mindset that exercise brings to what we do, in our working lives. And I should explain to everyone, look, I think 95% of our listeners will know Peloton. But just in case, you are listening and you’re thinking, “What on earth are they talking about?” … Peloton, basically, you’ve got a bike sitting in your living room, right?
J. Gluckow: Yeah.
Chantal Brodrick: Sitting in your laboratory, with a screen on it?
J. Gluckow: Yeah.
Chantal Brodrick: And you can go in, and select from different instructors, and different courses, and different challenges. And it keeps all of your data stored. Correct?
J. Gluckow: Correct. Yeah, yeah, that’s all correct. And sometimes, it’s live classes, where there’s other people taking it live, and the instructor is live. And sometimes, it’s on demand, where you just choose from the library.
Chantal Brodrick: Very cool concept. And I think the live classes are filmed in New York, aren’t they?
J. Gluckow: They are, they are. But I’d even recommend, if you own a gym, look at buying these bikes for your gym.
Chantal Brodrick: There you go. Now, let me ask you this, Jen. So, in the fitness industry, we have a couple of different areas that sales are relevant. We have membership sales, where people are joining the gym. We’ve got personal training sales. Sometimes, we’re telling classes. Talk to us about your philosophy behind Sales in a New York Minute. How can we actually bring those processes, or that process, into our fitness business?
J. Gluckow: My strategies into getting customers and building clients, whether it be getting people into classes, or booking more training sessions, or getting more memberships, it’s all the same. Build relationships with the potential clients, and build it based on value. So, find out what they care about, and then, you can offer it to them, and build genuine rapport. It’s not about the weather or the traffic. Ask them real questions, so you can get to know them. And find out their why. If you find out their why, and you can help them with their why, their reason, you win.
But their why is not, “Oh, I wanna get fight.” There’s something behind that. And so, you have to get deeper: “Well, why do you wanna get fit?” “Well, I wanna fit into my skinny jeans.” “Why do you wanna fit into your skinny jeans?” And the minute you hear that real answer, you’ll know. And then, help them create strategies to do that. And you’ll have a lifetime customer.
Chantal Brodrick: One of the biggest fears, I think, we face in the fitness industry is getting rejected, when you’re trying to make a sale. And quite often, it completely scares us off, going back and trying again, with the next prospect. What do you do personally when, say, you’re doing a sales pitch, and you get rejected?
J. Gluckow: Oh, please. Anyone, I mean, you don’t have to be in the fitness industry to not like rejection. No one likes rejection. And rejection is tough. But if you’re in sales, you’re gonna get rejected. When I was 18, I was selling Cutco knives. They’re, like, the best knives on that planet. And I was going to people I knew, selling these knives, and then asking them to refer other people they knew, who maybe needed knives. No one really needed knives. But they were all kind, and referred people.
And, of course, a lot of people said no to me. And in between sales calls, I was trained to call my manager. And I didn’t realise it at the time, but what was he doing, in between those calls, was … if I lost a sale, he was pumping me back up. He was saying, “All right, you lost that one, it’s all good. What’s your favourite song? Let’s play it together. Let’s jam it out. And now, let’s go to the next one, and you’re gonna rock the next one.”
And so, now, for me, that’s just been great. If I lose a sale, I don’t, “Next! Okay, next!” You just move on. And play something fun, watch something funny, go on Instagram, find a cool, inspirational quote, account that you can follow. And just find something that’s gonna pump you back up, and get you in the right mindset, to win the next one.
Chantal Brodrick: And would you suggest that for managers, that should be part of their relationship with their team members, is for you to do exactly what you’ve just described?
J. Gluckow: Oh, yeah, absolutely. That was the best thing. I was new to sales. And that was the best thing he could have done for me. But, even if I had been doing it for 20 years, knowing that you have someone else on the other line, who’s on your team, who’s ready to pump you back up and help you, is the best feeling in the world.
Imagine, you lose a sale, and you call your boss, or you call your best friend, or whoever. And you’re like, “I just lost the sale.” They’re gonna do that automatically, right? If it’s your friend. So, as a manager, if you do that, oh, man, it’s gonna change, it’s gonna have such an amazing impact on your team.
Chantal Brodrick: I think that’s a really good Option B for us all, to kind of reflect on the conversations that we do have with our team, when they don’t get it. Because, I don’t know, Jen, about you. But I think, traditionally, I started my career in a different industry. And the reaction was quite the opposite to that. And that is, if you didn’t have success in a sale, you were made to feel quite bad about that. As opposed to, flipping it around, how you’re saying.
And, as a result, I think it made a lot of people quite nervous about having that conversation. So I think it’s a good time for us to reflect and think about, “Okay, so the last time that one of my team members didn’t have success in a sale, what was my reaction? What did I say to that person?” And can we take some of those tips that you’ve just shared with us, and implement those, and see how the mindset of our team changes, with that positive reaction, as opposed to a negative one? So thank you very much for sharing those with us, Jen.
J. Gluckow: Yeah. Sure thing. The key is bouncing back from the rejection immediately. So, the reason why I was so successful in my situation, was ’cause I called my boss. I was required to, at the time, but I called my boss right after I lost the sale. Or won the sale, right? And so, it wasn’t like, three days later, we’re talking about what I could have done better, or why I lost the sale, or something like that. It was immediate, so that I was able to use the time right after that, in a positive way. And so, the challenge for your listeners is, what do they do immediately after they lose the sale, so that they can turn it around, literally, in a New York minute, and be in a positive mindset again?
Chantal Brodrick: Really important lesson. Thank you for that. Now, Jen, we’re celebrating our women in Fitness Month this month.
J. Gluckow: Whoo-hoo!
Chantal Brodrick: And you, I know, how exciting is that? And we have the most amazing line-up of incredible women, who are guests alongside you during this month. And I know that you’ve had incredible personal success. So I was hoping that you maybe could give some advice to our female listeners, on your tips on pursuing their career goals.
J. Gluckow: Okay. Being a female, and I am sure men will agree with me, being a female, you have extraordinary power. So don’t think you’re at a disadvantage. Because, the minute you think that, you’re going to act like that. Your actions are a direct reflection of your thoughts. So, if you think you’re, “Oh, I’m a female, and I’m at a disadvantage, ’cause I’m a female, and it’s gonna be so hard to break these barriers,” well, sure, it’s hard. But you know what? A man could have just as difficult of a time. So, forget all that, stay positive, and just take consistent actions that are gonna make you best.
Chantal Brodrick: When we come back to chat with Jen in just a second, but first, here’s a message from one of our podcast partners.
Announcer: We’d like to thank our sponsor, One Fit Stop, for their support. And we highly recommend, all fitness professionals go to onefitstop.com, to find out how their software will enable you to take control of day to day management in your fitness business. One Fit Stop’s scheduling, client management, programming and payment collection tools will set your business up for success.
Chantal Brodrick: Okay. So I think, by now, you can hear how much energy Jen has. So I decided, I’d make the most of that, for this week’s Fitbizpiration And I asked her tips on having a “Yes!” Attitude in sales, in work, and in life.
J. Gluckow: Ooh, I love it. All right. Wake up and work out. Are you surprised by that one?
Chantal Brodrick: No. But it’s so perfect.
J. Gluckow: Wake up, and work out, read positive. Take 15 or 20 minutes a day to read positive. And since you said “Yes!” attitude, and that’s obviously a play on Jeffrey Gitomer’s work, read the Yes Attitude Book! There’s a new one coming out at the end of the year. And it’s the tenth year, new and revised edition. I’m the editor. And it’s gonna be awesome, so you can get the current copy now online, on Kindle, or whatever, but search for “yes attitude,” and get the new and revised edition.
Chantal Brodrick: How perfect. And Jen, while we’ve got you, tell everyone about your podcast that you do with Jeffrey.
J. Gluckow: Yeah, so we have a show called Sell or Die. We’d love to have you on as a guest.
Chantal Brodrick: Phenomenal.
J. Gluckow: And we air once a week. It’s a interview. We interview business owners, CEOs, heads of sales, even salespeople, sometimes. And we just try to have a good time. It’s a lot of fun. Sell or Die, you can find it on iTunes, Overcast, any of the podcast apps that you lose to listen to your, to this podcast.
Chantal Brodrick: Perfect. And one more thing. If people wanna get in touch with you, if they wanna find out more about Sales in a New York Minute, where should they go to check you out?
J. Gluckow: Go to my website, salesinanewyorkminute.com. You will find everything there. If you wanna reach out to me, I love getting emails, [email protected] It actually looks like, [email protected] But you can email me from the site. You can follow me on Twitter, Instagram, Facebook, whatever. I’m active on social, so, salesinanewyorkminute.com.
Chantal Brodrick: Fantastic. And needless to say, we’ll put all of those links in today’s show notes. So, Jen, it was such a pleasure chatting to you. Thank you for jumping on the show, and thank you for joining us, for the Fitness Business podcast.
J. Gluckow: It was my pleasure. Thank you for having me.
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