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The “No Excuses” Guide to Growing Your Business

Sean: Hey guys. Welcome back to the show today. We have Mr. David Angel, and this guy, he is known as the “Sales Angel.” And if you’re ever going to be looking for him online, just type “Sales Angel”  is going to be very visible. This guy is one of the best salespeople out there with over 12 million Euros in sales.

And it’s just amazing when you hear people who have that much revenue in sales. I personally haven’t had that mark. This guy knows his stuff and I am super excited to learn from him today. We’ve done the pre-show earlier, which you guys missed. Cause I wasn’t recording and I already learned a lot. So I’m sure you guys listening in here would learn a lot today.

David, thank you so much for being here on the show.

David: Thanks for having me, I’m looking forward to it.

Sean: Awesome. And what we want to know, and this is usually the first question that I asked, kind of like to warm you up is – what was your entrepreneurial journey like? Now I know that you might have one or two entrepreneurial journeys because I’ve read your background, but what was the first one like? cause that often is the most exciting.

David: Mine’s quite funny because a lot of people talk about the Gary Vee’s of the world. Well, we talk about lemonade stands and romance – “I always knew I’d be an entrepreneur.” Which is amazing. I love it genuinely, I’m jealous about the people that had it that way. I wasn’t that guy. I owed them all the stuff I tried as a kid, I was terrible.

My lemonade stands were awful, or maybe we just literally lived in an area where no one wanted to buy it. We tried all the little things and it is just all rubbish. The car washing, we used to go around washing cars and stuff like that. One, we weren’t great at washing cars. So no one wanted to kind of have us come back again Two, which we can get really awkward  with people, but hey, we were just little children as well.

And they would want you to polish the car, we would just go around, trying to wash or two. People want you to do a full detail on a car when you are 12, like really crazy stuff. Though my experiences were great with it. So I think we did not make great money. I think I was not confident enough to knock people’s doors to ask them; even if I knew them.

So I was almost restricting myself and stuff, but lots of the things I did in those early years ended up being the lessons I learned from later on. I had a really interesting video today. Okay, called Charlie. I don’t know if you’ve seen him on social media with a tumor, and overweight. Loads of charity work in the States at the moment it’s crazy.

It was blowing up; making huge money and big massive donations coming away. And he said, it’s really interesting. We can even look at the world and be paranoid about things, or we can be “pro-annoyed”, something like that, he said it. And what you were saying was, why is this happening to me? Or what is the world given me? And the real line I liked about it was.

“Answer only ever to live presence in the dark”. It makes me realize, like a lot of stuff out there how true it is. So a lot of the stuff I learned being terrible at stuff were teaching me the things not to do. I just didn’t know it at that time. I think there were things like sales, you’ve got to break your back with cold calling or knocking on doors or working in a crap sales job.

Some people just magic their way into a good job, but you want to be the first company that does well. I think you have to get your practice hours in. And I think a lot of my practice hours, I’ve got the rubbish hours at the start, so I didn’t really enjoy it that much. So I just thought, I would put off it by the time I was sort of 30, I’ve become a chef and went all in on that.

So it’s a funny one because a lot of people expect to hear it like heroes? “I came in. I spent my time. I did my lemonades that I made a million pounds. I brought the lemonade. I sold them for 20 million” and it wasn’t that way. So I tried stuff and it did not work, but this is the thing that I look back now, I never gave it 100% ever.

I didn’t try the lemonade stand 100%. I didn’t try to wash the cars to the best I could. I got hyped up and this is what a lot of people get guilty of by the idea of the car washing thing. And we do this with our goals a lot I think. A lot of people get a rush from looking at a goal, let’s say you’re looking at a 5 million pound house. “Yeah, imagine being here, imagine living there.”

And they do all this in their head and they get that dopamine rush from the idea. People that achieve their goals only get the dopamine rush when they achieve it. So for me, I got the dopamine rush as a kid from the idea rather than from the execution. And that was the downfall.

Sean: How did it look like going from where you were, you mentioned that you were learning all of these things, you got hype. You didn’t give it your best shot because you got the excitement and the dopamine from the idea.

Which a lot of people – they start out that way. I know that we only hear the dramatized romanticized stories of lemonade stands, but there are more people who are unpublished and that is because they have the experience that you’ve had. And this is what makes your experience even more valuable to our listeners out there. So how did you become the sales person that you were? Selling all of that stuff, making that revenue, buying stuffs that you wanted, those big houses, those cars. Tell us about that story in between that time.

David: If you realize that it comes to the stage where a lot of people get high on their own supply. And in their mind, they heightened themselves up to being the greatest, or they get the bad case sort of the excuses or exercises where they just don’t progress.

For example, so I went through this stage – betterment of being a chef. Being a chef actually was the thing that got me to the top, I’ve got to a TV program. Well, I’ve got through to go on an audition to a TV program called Master Chef, waging really high end restaurants like Harrods, places like that. And that gave me – that pushed me, in those jobs because you are doing long hours, massive high expectations on delivery.

You had to deliver a hundred percent. There were no excuses. I was like 15, 16, and 17 working in these high end kitchens, whereas you’ve seen with the Gordon Ramsey programs, they don’t take prisoners. You can get sacked in an instant if you don’t deliver. So the pressure’s on to deliver 100% and that trained me to become a better person to make the efforts and commit to stuff.

But in the end I moved on to doing sales, I had enough of it. So I moved into sales and I wasn’t great. I was okay. I was confident or enough for what I am getting, I was doing the work and I was looking around and I decided to door to door selling, I looked at other people in there, maybe hitting 5’s or they were hitting 2’s.  And I’d be like “why?” I’m doing the work. I’m doing the effort. I’m smiling, and this and that – so there’s something else.

Now this is the point and this is the fork in the road, that so many people get to and it goes wrong. Because there’s two sides of it. One side, they become blinkered to the problem. And they be like “it will be alright” and eventually all that happens is their expectation of becoming a five – an ideal person goes down so two is actually all right, they justify it.

They find the excuses. They find the reasons and that screws them up for life. They stop pushing everyday. They start just getting used to being in the middle of the road everyday. Some days if they do fall they’d be like “yeah I nearly caught the top prize”, or they look down at the people below them and go, “well, at least I’m not as bad as them.” We’ve all heard these excuses. I wasn’t like that.

I was at the stage of where I’d been trained for the last four years, the patron side, but I’m good. I can be good and I can be better. But to become better, I had to either act better, I’ve got to do better. I had to stop giving myself the outs, I had stopped giving myself easy victories. Because in sales, the one thing we’re good at is selling ourselves, you go into a sales room of low performers. I’ll tell you what, there’s a lot of explanations as to why no one’s performing. Their leads aren’t right. This is a right, the industry, the economy, my phone, I’ve got the wrong suit or my ties are the wrong color, they don’t like my personality, blah, blah, blah. There’s always things that come out.

Go into a room where top performers are. You don’t hear the excuses. You might hear them getting annoyed. You might hear them get frustrated, but they never blamed themselves on stuff. Top performers have a bad month. Most of the time, it’s just quiet. They know what they did. They knew what did not work most of the time, most of the time by banked on, if you work in an industry where it’s a high ticket and they make 10 grand a month or they make 500 pound to deal on a lot of small deals and a 3 grand on a big deal.

And they got a couple of big stinking deals out there. They think “oh wow I am gonna get 10k a month” And those two deals falls out of bed, so they come in middle of the pack, they know that’s cause they banked on those big deals. So they know where their excuse is, that wasn’t the fact that “I didn’t give it a hundred percent I didn’t try. I was daft. I was silly. I banged on those big deals. That’s my mistake.”

So they don’t bitch about that, they don’t complain about that, they don’t do anything. The people in the other office, they’re not students of the game, they’re not executing, they’re not doing everything that needs to happen. So the excuses all come out and I just didn’t have that. So I literally would see the guys who have done the five, I know, blah, I need to come with you.

I need to see what that magic Juju is that you’re doing right to the door, and it was weird. Cause I’m like “they don’t really do it much different.” Wasn’t massively different. So there’s a little thing there where you got, “huh, is it me?” This is what it’s like thinking that “is it me?” And they’d be just like “his face?” As they say this often “hey mate, that’s literally what I do” – “no, it’s not” it’s not what you do.

He said, it’s close to what you do. It’s not what you do. And his analogy was this. He said –  there’s a TV program in the UK, which is terrible called Hollyoaks. And it’s sort of these soap programs that have you ever heard of it? Awful. But again, I got a good budget. A lot of actors it’s on TV. So it’s got a certain standard, but it’s a bit of a cheesy program.

And he was like, “I’m Robert DeNiro. You’re Hollyoaks.”

And he’s like, “My delivery is everything. My effort is everything.” If Robert DeNiro walks into your room, you know, his present, you know his effort, you know –  actually, you have an expectation from that guy. He has an expectation for him. If you’re on some B-list C-list soap drama. A lot of people, they think they’re greater than they are, they stop learning, they’ve made it cause they’re on a TV program and somebody was like, “I’m Robert DeNiro. You’re Hollyoaks.”

And I literally, from that point on, I need to be more Robert DeNiro. I need to commit to this. I need to craft myself and I’ve become a really good student. And I learned, like we said, earlier –  podcast. I think that if you go back over the last eight years, the longest I haven’t done a podcast or listened to a podcast or done something would be two weeks.

Now that’s the longest in probably 8 years? That’s because I’m honest to myself. A lot of people say “oh no, I do it everyday. I don’t do it everyday because sometimes I am too busy.” But typically if you take a month – 30 days , I’ll do it 25 hours out of 30 days, typically it is a podcast. Somedays there’ll be two or three podcasts and sometimes, I wasn’t going to do one. You become a student of the game and all these things change.

And if you keep, if you keep fighting, if you keep getting in the ring, if you keep getting punch, there’s two things that’s going to happen. You could end up covered in bruises or you’re gonna learn to move better. And so that was really what happened. So over time I became better and I made myself better. I become a student of the game and that delivers results.

If you’d have to move to Russia tomorrow and you don’t learn the language. Well, hoping that someone else is gonna know English, and what if you didn’t find anyone that knew English, you would have to go through the suffering and the learning or you’d die. Because if you’ve got to interact with people and you don’t know the lingo, imagine having to do that, It would be easier to go to a class where you’ve got a teacher.

That’s what I did. So I found teachers, I’ve found students, I’ve found mentors that could lead me to where I wanted to go.

Sean: That’s awesome. And you had over 15 years getting bruised and beat up and learning from that and getting better and better in sales.


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