{"version":"1.0.0","segments":[{"speaker":"Annemie Tonken","startTime":0.0,"endTime":2.13,"body":"Many of you know"},{"speaker":"Annemie Tonken","startTime":0.0,"endTime":2.13,"body":"that I transitioned into"},{"speaker":"Annemie Tonken","startTime":2.13,"endTime":6.06,"body":"photography from a career that I"},{"speaker":"Annemie Tonken","startTime":2.13,"endTime":6.06,"body":"had in nursing. But before my"},{"speaker":"Annemie Tonken","startTime":6.06,"endTime":11.19,"body":"career in nursing, I actually"},{"speaker":"Annemie Tonken","startTime":6.06,"endTime":11.19,"body":"graduated as an undergrad with a"},{"speaker":"Annemie Tonken","startTime":11.19,"endTime":14.76,"body":"degree in cultural anthropology."},{"speaker":"Annemie Tonken","startTime":11.19,"endTime":14.76,"body":"That was one of those degrees."},{"speaker":"Annemie Tonken","startTime":14.76,"endTime":19.74,"body":"That meant I could do nothing at"},{"speaker":"Annemie Tonken","startTime":14.76,"endTime":19.74,"body":"all or kind of anything I"},{"speaker":"Annemie Tonken","startTime":19.74,"endTime":23.7,"body":"wanted. And I knew that I wanted"},{"speaker":"Annemie Tonken","startTime":19.74,"endTime":23.7,"body":"to move to New York City and I"},{"speaker":"Annemie Tonken","startTime":23.73,"endTime":27.42,"body":"had heard in New York was a very"},{"speaker":"Annemie Tonken","startTime":23.73,"endTime":27.42,"body":"expensive place to live. So my"},{"speaker":"Annemie Tonken","startTime":27.42,"endTime":31.92,"body":"number one objection objective,"},{"speaker":"Annemie Tonken","startTime":27.42,"endTime":31.92,"body":"at the end of college was to"},{"speaker":"Annemie Tonken","startTime":31.95,"endTime":34.86,"body":"land a job that would pay me as"},{"speaker":"Annemie Tonken","startTime":31.95,"endTime":34.86,"body":"much as possible so that I could"},{"speaker":"Annemie Tonken","startTime":34.86,"endTime":38.4,"body":"live in New York City. So I got"},{"speaker":"Annemie Tonken","startTime":34.86,"endTime":38.4,"body":"a job with a consulting firm"},{"speaker":"Annemie Tonken","startTime":38.4,"endTime":42.57,"body":"with a pretty solid starting"},{"speaker":"Annemie Tonken","startTime":38.4,"endTime":42.57,"body":"salary for a 22 year old. And I"},{"speaker":"Annemie Tonken","startTime":42.57,"endTime":46.02,"body":"moved to New York in May, for a"},{"speaker":"Annemie Tonken","startTime":42.57,"endTime":46.02,"body":"job that was supposed to start"},{"speaker":"Annemie Tonken","startTime":46.02,"endTime":49.77,"body":"in October, I got a job waiting"},{"speaker":"Annemie Tonken","startTime":46.02,"endTime":49.77,"body":"tables to kind of meet people"},{"speaker":"Annemie Tonken","startTime":49.77,"endTime":53.34,"body":"and have fun over the summer."},{"speaker":"Annemie Tonken","startTime":49.77,"endTime":53.34,"body":"But I was mostly killing time"},{"speaker":"Annemie Tonken","startTime":53.34,"endTime":58.02,"body":"until my real career was"},{"speaker":"Annemie Tonken","startTime":53.34,"endTime":58.02,"body":"supposed to take off. However,"},{"speaker":"Annemie Tonken","startTime":58.44,"endTime":63.84,"body":"the year came into play here,"},{"speaker":"Annemie Tonken","startTime":58.44,"endTime":63.84,"body":"because this was actually 2001."},{"speaker":"Annemie Tonken","startTime":63.87,"endTime":66.63,"body":"And of course, between the time"},{"speaker":"Annemie Tonken","startTime":63.87,"endTime":66.63,"body":"that I moved to New York, and"},{"speaker":"Annemie Tonken","startTime":66.63,"endTime":69.3,"body":"the time that my job was"},{"speaker":"Annemie Tonken","startTime":66.63,"endTime":69.3,"body":"supposed to start September 11"},{"speaker":"Annemie Tonken","startTime":69.3,"endTime":74.16,"body":"happened. And as a result of"},{"speaker":"Annemie Tonken","startTime":69.3,"endTime":74.16,"body":"that, my job at this consulting"},{"speaker":"Annemie Tonken","startTime":74.16,"endTime":77.55,"body":"firm got put on kind of"},{"speaker":"Annemie Tonken","startTime":74.16,"endTime":77.55,"body":"indefinite hold, I could have"},{"speaker":"Annemie Tonken","startTime":77.55,"endTime":81.24,"body":"eventually taken it. But by that"},{"speaker":"Annemie Tonken","startTime":77.55,"endTime":81.24,"body":"point, I had sort of established"},{"speaker":"Annemie Tonken","startTime":81.24,"endTime":84.78,"body":"for myself that I could live in"},{"speaker":"Annemie Tonken","startTime":81.24,"endTime":84.78,"body":"New York without making as much"},{"speaker":"Annemie Tonken","startTime":84.78,"endTime":88.26,"body":"as I was going to be making at"},{"speaker":"Annemie Tonken","startTime":84.78,"endTime":88.26,"body":"this consulting job. And my"},{"speaker":"Annemie Tonken","startTime":88.26,"endTime":90.63,"body":"suspicion was that that job"},{"speaker":"Annemie Tonken","startTime":88.26,"endTime":90.63,"body":"wasn't going to be anything that"},{"speaker":"Annemie Tonken","startTime":90.63,"endTime":94.35,"body":"I really loved doing. So I"},{"speaker":"Annemie Tonken","startTime":90.63,"endTime":94.35,"body":"started exploring other"},{"speaker":"Annemie Tonken","startTime":94.68,"endTime":99.09,"body":"opportunities, alternatives for"},{"speaker":"Annemie Tonken","startTime":94.68,"endTime":99.09,"body":"a career trajectory. At the"},{"speaker":"Annemie Tonken","startTime":99.09,"endTime":102.93,"body":"time, I had been working in"},{"speaker":"Annemie Tonken","startTime":99.09,"endTime":102.93,"body":"restaurants just as a, you know,"},{"speaker":"Annemie Tonken","startTime":102.96,"endTime":107.28,"body":"waiter for from the time that I"},{"speaker":"Annemie Tonken","startTime":102.96,"endTime":107.28,"body":"was 15 years old. And I had kind"},{"speaker":"Annemie Tonken","startTime":107.28,"endTime":110.55,"body":"of gotten into foodie culture I"},{"speaker":"Annemie Tonken","startTime":107.28,"endTime":110.55,"body":"was really enjoying that I"},{"speaker":"Annemie Tonken","startTime":110.55,"endTime":113.34,"body":"really liked to write this was"},{"speaker":"Annemie Tonken","startTime":110.55,"endTime":113.34,"body":"right around the time that the"},{"speaker":"Annemie Tonken","startTime":113.34,"endTime":116.52,"body":"Food Network was starting to"},{"speaker":"Annemie Tonken","startTime":113.34,"endTime":116.52,"body":"take off. So I started thinking"},{"speaker":"Annemie Tonken","startTime":116.52,"endTime":121.41,"body":"about a career in food writing."},{"speaker":"Annemie Tonken","startTime":116.52,"endTime":121.41,"body":"And I was networking as much as"},{"speaker":"Annemie Tonken","startTime":121.41,"endTime":125.4,"body":"I could to talk to various chefs"},{"speaker":"Annemie Tonken","startTime":121.41,"endTime":125.4,"body":"and people like that about how I"},{"speaker":"Annemie Tonken","startTime":125.4,"endTime":128.91,"body":"could get myself into food"},{"speaker":"Annemie Tonken","startTime":125.4,"endTime":128.91,"body":"writing without a writing"},{"speaker":"Annemie Tonken","startTime":128.91,"endTime":132.69,"body":"background that was specifically"},{"speaker":"Annemie Tonken","startTime":128.91,"endTime":132.69,"body":"writing or any kind of real"},{"speaker":"Annemie Tonken","startTime":133.8,"endTime":137.43,"body":"restaurant experience outside of"},{"speaker":"Annemie Tonken","startTime":133.8,"endTime":137.43,"body":"waiting tables. So I didn't"},{"speaker":"Annemie Tonken","startTime":137.43,"endTime":140.31,"body":"really want to go to culinary"},{"speaker":"Annemie Tonken","startTime":137.43,"endTime":140.31,"body":"school, but I needed to figure"},{"speaker":"Annemie Tonken","startTime":140.31,"endTime":144.18,"body":"out kind of a backdoor way of"},{"speaker":"Annemie Tonken","startTime":140.31,"endTime":144.18,"body":"working myself into that"},{"speaker":"Annemie Tonken","startTime":144.18,"endTime":147.54,"body":"culture. I ended up getting"},{"speaker":"Annemie Tonken","startTime":144.18,"endTime":147.54,"body":"connected with a guy named Chris"},{"speaker":"Annemie Tonken","startTime":147.54,"endTime":152.1,"body":"Pappas, who ran a company called"},{"speaker":"Annemie Tonken","startTime":147.54,"endTime":152.1,"body":"Dairyland. Dairyland was a"},{"speaker":"Annemie Tonken","startTime":152.1,"endTime":157.08,"body":"restaurant supply company based"},{"speaker":"Annemie Tonken","startTime":152.1,"endTime":157.08,"body":"in Queens that had started"},{"speaker":"Annemie Tonken","startTime":157.08,"endTime":160.95,"body":"obviously, as a dairy supplier"},{"speaker":"Annemie Tonken","startTime":157.08,"endTime":160.95,"body":"and had grown over time to be a"},{"speaker":"Annemie Tonken","startTime":160.95,"endTime":164.76,"body":"pretty big distributor of"},{"speaker":"Annemie Tonken","startTime":160.95,"endTime":164.76,"body":"grocery type products to"},{"speaker":"Annemie Tonken","startTime":164.79,"endTime":169.68,"body":"restaurants ranging from like,"},{"speaker":"Annemie Tonken","startTime":164.79,"endTime":169.68,"body":"you know, corner stores to all"},{"speaker":"Annemie Tonken","startTime":169.68,"endTime":171.93,"body":"the way up to the top"},{"speaker":"Annemie Tonken","startTime":169.68,"endTime":171.93,"body":"restaurants in New York City."},{"speaker":"Annemie Tonken","startTime":172.47,"endTime":176.04,"body":"But when I sat down for my"},{"speaker":"Annemie Tonken","startTime":172.47,"endTime":176.04,"body":"interview with this guy, Chris"},{"speaker":"Annemie Tonken","startTime":176.04,"endTime":179.01,"body":"Pappas, which was a very fancy"},{"speaker":"Annemie Tonken","startTime":176.04,"endTime":179.01,"body":"interview at the Four Seasons"},{"speaker":"Annemie Tonken","startTime":179.01,"endTime":185.25,"body":"hotel, we sat down for lunch."},{"speaker":"Annemie Tonken","startTime":179.01,"endTime":185.25,"body":"And he went through this whole"},{"speaker":"Annemie Tonken","startTime":185.46,"endTime":189.63,"body":"interview, and he was talking"},{"speaker":"Annemie Tonken","startTime":185.46,"endTime":189.63,"body":"about a new branch of their"},{"speaker":"Annemie Tonken","startTime":189.63,"endTime":192.66,"body":"business that they were trying"},{"speaker":"Annemie Tonken","startTime":189.63,"endTime":192.66,"body":"to establish. He said, pretty"},{"speaker":"Annemie Tonken","startTime":192.66,"endTime":195.72,"body":"much everybody comes in as a"},{"speaker":"Annemie Tonken","startTime":192.66,"endTime":195.72,"body":"salesperson for us. That's what"},{"speaker":"Annemie Tonken","startTime":195.72,"endTime":201.21,"body":"we do, we sell stuff, but I want"},{"speaker":"Annemie Tonken","startTime":195.72,"endTime":201.21,"body":"you to potentially be the point"},{"speaker":"Annemie Tonken","startTime":201.21,"endTime":204.81,"body":"person, the point the head"},{"speaker":"Annemie Tonken","startTime":201.21,"endTime":204.81,"body":"salesperson, in this new"},{"speaker":"Annemie Tonken","startTime":204.81,"endTime":209.4,"body":"division that we're establishing"},{"speaker":"Annemie Tonken","startTime":204.81,"endTime":209.4,"body":"where we are repping high end"},{"speaker":"Annemie Tonken","startTime":209.7,"endTime":214.74,"body":"products to some of the city's"},{"speaker":"Annemie Tonken","startTime":209.7,"endTime":214.74,"body":"finest restaurants. So olive"},{"speaker":"Annemie Tonken","startTime":214.74,"endTime":218.73,"body":"oils, high end cheeses,"},{"speaker":"Annemie Tonken","startTime":214.74,"endTime":218.73,"body":"truffles, foie gras, that kind"},{"speaker":"Annemie Tonken","startTime":218.73,"endTime":223.29,"body":"of thing. And I stopped him"},{"speaker":"Annemie Tonken","startTime":218.73,"endTime":223.29,"body":"right there. And I was like,"},{"speaker":"Annemie Tonken","startTime":223.32,"endTime":226.56,"body":"Okay, I love where you're going"},{"speaker":"Annemie Tonken","startTime":223.32,"endTime":226.56,"body":"with this. But I have to say,"},{"speaker":"Annemie Tonken","startTime":226.89,"endTime":230.46,"body":"I'm really not a salesperson. It"},{"speaker":"Annemie Tonken","startTime":226.89,"endTime":230.46,"body":"sounds like what you're"},{"speaker":"Annemie Tonken","startTime":230.46,"endTime":234.66,"body":"describing as a sales job. And I"},{"speaker":"Annemie Tonken","startTime":230.46,"endTime":234.66,"body":"don't like sales. I feel awkward"},{"speaker":"Annemie Tonken","startTime":234.66,"endTime":238.11,"body":"when I'm selling I, I'm just"},{"speaker":"Annemie Tonken","startTime":234.66,"endTime":238.11,"body":"not, I'm probably not the right"},{"speaker":"Annemie Tonken","startTime":238.11,"endTime":241.89,"body":"person for that job. But then he"},{"speaker":"Annemie Tonken","startTime":238.11,"endTime":241.89,"body":"went on to be like, Oh, no, no,"},{"speaker":"Annemie Tonken","startTime":241.89,"endTime":246.0,"body":"no, this isn't a real sales job."},{"speaker":"Annemie Tonken","startTime":241.89,"endTime":246.0,"body":"This is really a networking job."},{"speaker":"Annemie Tonken","startTime":246.0,"endTime":249.12,"body":"We're going to be sending you to"},{"speaker":"Annemie Tonken","startTime":246.0,"endTime":249.12,"body":"France, and Italy to learn all"},{"speaker":"Annemie Tonken","startTime":249.12,"endTime":251.52,"body":"about these different products."},{"speaker":"Annemie Tonken","startTime":249.12,"endTime":251.52,"body":"And then you're going to come"},{"speaker":"Annemie Tonken","startTime":251.52,"endTime":253.83,"body":"back. And I just want you to sit"},{"speaker":"Annemie Tonken","startTime":251.52,"endTime":253.83,"body":"down with these chefs and like"},{"speaker":"Annemie Tonken","startTime":253.83,"endTime":257.37,"body":"have stories to tell, and"},{"speaker":"Annemie Tonken","startTime":253.83,"endTime":257.37,"body":"basically create relationships"},{"speaker":"Annemie Tonken","startTime":257.37,"endTime":261.0,"body":"where, you know, they ended up"},{"speaker":"Annemie Tonken","startTime":257.37,"endTime":261.0,"body":"buying these things from us. And"},{"speaker":"Annemie Tonken","startTime":261.96,"endTime":265.44,"body":"as you can imagine, my 22 year"},{"speaker":"Annemie Tonken","startTime":261.96,"endTime":265.44,"body":"old brain kind of exploded, and"},{"speaker":"Annemie Tonken","startTime":265.44,"endTime":269.64,"body":"I was like, yep, Sign me up. So"},{"speaker":"Annemie Tonken","startTime":265.44,"endTime":269.64,"body":"I took this job. I started I"},{"speaker":"Annemie Tonken","startTime":269.64,"endTime":277.95,"body":"think it was March of 2002. And"},{"speaker":"Annemie Tonken","startTime":269.64,"endTime":277.95,"body":"what I found was that week by"},{"speaker":"Annemie Tonken","startTime":277.95,"endTime":281.16,"body":"week by week, they kept kind of"},{"speaker":"Annemie Tonken","startTime":277.95,"endTime":281.16,"body":"pushing me back and being like,"},{"speaker":"Annemie Tonken","startTime":281.16,"endTime":284.52,"body":"well, we need to start you out"},{"speaker":"Annemie Tonken","startTime":281.16,"endTime":284.52,"body":"by training you like any of our"},{"speaker":"Annemie Tonken","startTime":284.52,"endTime":287.07,"body":"other salespeople. So I went"},{"speaker":"Annemie Tonken","startTime":284.52,"endTime":287.07,"body":"through their standard sales"},{"speaker":"Annemie Tonken","startTime":287.07,"endTime":289.62,"body":"training. And then I thought"},{"speaker":"Annemie Tonken","startTime":287.07,"endTime":289.62,"body":"like, okay, great, we're gonna"},{"speaker":"Annemie Tonken","startTime":289.62,"endTime":292.98,"body":"transition into this, you know,"},{"speaker":"Annemie Tonken","startTime":289.62,"endTime":292.98,"body":"magic unicorn job that you've"},{"speaker":"Annemie Tonken","startTime":292.98,"endTime":297.48,"body":"offered me and lo and behold,"},{"speaker":"Annemie Tonken","startTime":292.98,"endTime":297.48,"body":"that wasn't quite ready. So then"},{"speaker":"Annemie Tonken","startTime":297.48,"endTime":301.02,"body":"they were like, well, we're just"},{"speaker":"Annemie Tonken","startTime":297.48,"endTime":301.02,"body":"gonna say you up with a handful"},{"speaker":"Annemie Tonken","startTime":301.02,"endTime":304.05,"body":"of accounts, normal accounts,"},{"speaker":"Annemie Tonken","startTime":301.02,"endTime":304.05,"body":"and you'll just manage those."},{"speaker":"Annemie Tonken","startTime":304.05,"endTime":306.06,"body":"And while we're setting up this"},{"speaker":"Annemie Tonken","startTime":304.05,"endTime":306.06,"body":"other"},{"speaker":"Annemie Tonken","startTime":308.22,"endTime":313.53,"body":"line of business, so all summer"},{"speaker":"Annemie Tonken","startTime":308.22,"endTime":313.53,"body":"long in 2002, I was schlepping"},{"speaker":"Annemie Tonken","startTime":313.53,"endTime":317.16,"body":"around the East Village, you"},{"speaker":"Annemie Tonken","startTime":313.53,"endTime":317.16,"body":"know, taking Jalapeno Popper"},{"speaker":"Annemie Tonken","startTime":317.19,"endTime":321.99,"body":"orders from dive bars and making"},{"speaker":"Annemie Tonken","startTime":317.19,"endTime":321.99,"body":"sure that those were fulfilled"},{"speaker":"Annemie Tonken","startTime":321.99,"endTime":327.93,"body":"on time, it was the absolute"},{"speaker":"Annemie Tonken","startTime":321.99,"endTime":327.93,"body":"opposite of glamour. And I was I"},{"speaker":"Annemie Tonken","startTime":327.93,"endTime":330.78,"body":"was feeling a little bit like I"},{"speaker":"Annemie Tonken","startTime":327.93,"endTime":330.78,"body":"was the victim of a bait and"},{"speaker":"Annemie Tonken","startTime":330.78,"endTime":334.44,"body":"switch. And of course, you know,"},{"speaker":"Annemie Tonken","startTime":330.78,"endTime":334.44,"body":"weeks turned into months, it did"},{"speaker":"Annemie Tonken","startTime":334.44,"endTime":337.92,"body":"not seem like that Job was"},{"speaker":"Annemie Tonken","startTime":334.44,"endTime":337.92,"body":"anywhere on the horizon. So when"},{"speaker":"Annemie Tonken","startTime":337.95,"endTime":342.48,"body":"Chris sat me down in September"},{"speaker":"Annemie Tonken","startTime":337.95,"endTime":342.48,"body":"and said, Yeah, this, this whole"},{"speaker":"Annemie Tonken","startTime":342.48,"endTime":345.51,"body":"line of the business looks like"},{"speaker":"Annemie Tonken","startTime":342.48,"endTime":345.51,"body":"it's probably at least a year or"},{"speaker":"Annemie Tonken","startTime":345.51,"endTime":349.44,"body":"two out. I went ahead and went"},{"speaker":"Annemie Tonken","startTime":345.51,"endTime":349.44,"body":"ahead and tendered my"},{"speaker":"Annemie Tonken","startTime":349.44,"endTime":352.89,"body":"resignation, and started to"},{"speaker":"Annemie Tonken","startTime":349.44,"endTime":352.89,"body":"think about like, what's the"},{"speaker":"Annemie Tonken","startTime":352.89,"endTime":358.17,"body":"next thing on my plate. And the"},{"speaker":"Annemie Tonken","startTime":352.89,"endTime":358.17,"body":"short version of the story is"},{"speaker":"Annemie Tonken","startTime":358.17,"endTime":363.18,"body":"that I decided to go back to"},{"speaker":"Annemie Tonken","startTime":358.17,"endTime":363.18,"body":"school for nursing. And, and"},{"speaker":"Annemie Tonken","startTime":363.3,"endTime":368.43,"body":"there, you know, the rest of the"},{"speaker":"Annemie Tonken","startTime":363.3,"endTime":368.43,"body":"story. But I wanted to share"},{"speaker":"Annemie Tonken","startTime":368.94,"endTime":374.28,"body":"this story, because many of you"},{"speaker":"Annemie Tonken","startTime":368.94,"endTime":374.28,"body":"know me, as someone who teaches"},{"speaker":"Annemie Tonken","startTime":374.43,"endTime":379.41,"body":"sales, right? How in the world"},{"speaker":"Annemie Tonken","startTime":374.43,"endTime":379.41,"body":"did I go from someone who, in an"},{"speaker":"Annemie Tonken","startTime":379.41,"endTime":382.62,"body":"interview, sat there and looked"},{"speaker":"Annemie Tonken","startTime":379.41,"endTime":382.62,"body":"someone in the eye and said, I"},{"speaker":"Annemie Tonken","startTime":382.62,"endTime":385.89,"body":"don't want to be a salesperson."},{"speaker":"Annemie Tonken","startTime":382.62,"endTime":385.89,"body":"And then when I took the job"},{"speaker":"Annemie Tonken","startTime":385.89,"endTime":389.73,"body":"anyway, I ended up quitting"},{"speaker":"Annemie Tonken","startTime":385.89,"endTime":389.73,"body":"because I hated selling so much."},{"speaker":"Annemie Tonken","startTime":390.27,"endTime":394.8,"body":"All the way to here we are 20"},{"speaker":"Annemie Tonken","startTime":390.27,"endTime":394.8,"body":"years later, and my entire"},{"speaker":"Annemie Tonken","startTime":394.8,"endTime":398.58,"body":"career or much of my career,"},{"speaker":"Annemie Tonken","startTime":394.8,"endTime":398.58,"body":"much of my time at this point is"},{"speaker":"Annemie Tonken","startTime":398.58,"endTime":404.01,"body":"spent talking about how great"},{"speaker":"Annemie Tonken","startTime":398.58,"endTime":404.01,"body":"sales can be and how fulfilling"},{"speaker":"Annemie Tonken","startTime":404.04,"endTime":408.27,"body":"it can be and how it does not"},{"speaker":"Annemie Tonken","startTime":404.04,"endTime":408.27,"body":"need to feel icky or gross, or"},{"speaker":"Annemie Tonken","startTime":408.27,"endTime":411.39,"body":"manipulative or any of those"},{"speaker":"Annemie Tonken","startTime":408.27,"endTime":411.39,"body":"kinds of things. I spent so much"},{"speaker":"Annemie Tonken","startTime":411.39,"endTime":414.57,"body":"time thinking about that, that I"},{"speaker":"Annemie Tonken","startTime":411.39,"endTime":414.57,"body":"have dedicated a large portion"},{"speaker":"Annemie Tonken","startTime":414.57,"endTime":418.5,"body":"of my energy to teaching you how"},{"speaker":"Annemie Tonken","startTime":414.57,"endTime":418.5,"body":"to do it to hosting this podcast"},{"speaker":"Annemie Tonken","startTime":418.5,"endTime":422.79,"body":"about it. So that is what we are"},{"speaker":"Annemie Tonken","startTime":418.5,"endTime":422.79,"body":"going to talk about today on the"},{"speaker":"Annemie Tonken","startTime":422.79,"endTime":428.31,"body":"podcast. Welcome to this can't"},{"speaker":"Annemie Tonken","startTime":422.79,"endTime":428.31,"body":"be that hard. My name is Annemie"},{"speaker":"Annemie Tonken","startTime":428.31,"endTime":431.73,"body":"Tonken. And I help photographers"},{"speaker":"Annemie Tonken","startTime":428.31,"endTime":431.73,"body":"run profitable, sustainable"},{"speaker":"Annemie Tonken","startTime":431.73,"endTime":435.9,"body":"businesses that they love. Each"},{"speaker":"Annemie Tonken","startTime":431.73,"endTime":435.9,"body":"week on the podcast, I cover"},{"speaker":"Annemie Tonken","startTime":435.9,"endTime":439.65,"body":"simple, actionable strategies"},{"speaker":"Annemie Tonken","startTime":435.9,"endTime":439.65,"body":"and systems that photographers"},{"speaker":"Annemie Tonken","startTime":439.65,"endTime":443.43,"body":"at every level of experience can"},{"speaker":"Annemie Tonken","startTime":439.65,"endTime":443.43,"body":"use to earn more money in a more"},{"speaker":"Annemie Tonken","startTime":443.43,"endTime":447.12,"body":"sustainable way. Running a"},{"speaker":"Annemie Tonken","startTime":443.43,"endTime":447.12,"body":"photography business doesn't"},{"speaker":"Annemie Tonken","startTime":447.12,"endTime":450.9,"body":"have to be that hard. You can do"},{"speaker":"Annemie Tonken","startTime":447.12,"endTime":450.9,"body":"it. And I can show you how."},{"speaker":"Annemie Tonken","startTime":455.1,"endTime":459.36,"body":"First, let's talk about what it"},{"speaker":"Annemie Tonken","startTime":455.1,"endTime":459.36,"body":"was that I hated about my job at"},{"speaker":"Annemie Tonken","startTime":459.36,"endTime":464.91,"body":"Dairyland. Now, there is a"},{"speaker":"Annemie Tonken","startTime":459.36,"endTime":464.91,"body":"difference between selling"},{"speaker":"Annemie Tonken","startTime":464.91,"endTime":470.34,"body":"jalapeno poppers and basically"},{"speaker":"Annemie Tonken","startTime":464.91,"endTime":470.34,"body":"competing entirely on price or"},{"speaker":"Annemie Tonken","startTime":470.55,"endTime":475.14,"body":"trying to create some sort of"},{"speaker":"Annemie Tonken","startTime":470.55,"endTime":475.14,"body":"like false or contrived loyalty"},{"speaker":"Annemie Tonken","startTime":475.14,"endTime":479.22,"body":"where I'm like, oh, man, Johnny,"},{"speaker":"Annemie Tonken","startTime":475.14,"endTime":479.22,"body":"you placed your order with other"},{"speaker":"Annemie Tonken","startTime":479.22,"endTime":482.43,"body":"people. Oh, you're breaking my"},{"speaker":"Annemie Tonken","startTime":479.22,"endTime":482.43,"body":"heart here, right? Like that was"},{"speaker":"Annemie Tonken","startTime":482.43,"endTime":485.04,"body":"the kind of sales type"},{"speaker":"Annemie Tonken","startTime":482.43,"endTime":485.04,"body":"techniques that I was being"},{"speaker":"Annemie Tonken","startTime":485.04,"endTime":489.72,"body":"taught when I started at"},{"speaker":"Annemie Tonken","startTime":485.04,"endTime":489.72,"body":"Dairyland. And, and I could not"},{"speaker":"Annemie Tonken","startTime":489.72,"endTime":492.75,"body":"stomach that for five minutes."},{"speaker":"Annemie Tonken","startTime":489.72,"endTime":492.75,"body":"Like that was exactly what I was"},{"speaker":"Annemie Tonken","startTime":492.75,"endTime":496.02,"body":"talking about when I told Chris"},{"speaker":"Annemie Tonken","startTime":492.75,"endTime":496.02,"body":"that like, I don't like sales."},{"speaker":"Annemie Tonken","startTime":496.05,"endTime":500.91,"body":"That's not what I do. So when I"},{"speaker":"Annemie Tonken","startTime":496.05,"endTime":500.91,"body":"went back to the drawing board,"},{"speaker":"Annemie Tonken","startTime":500.91,"endTime":504.09,"body":"I went back to school, I got my"},{"speaker":"Annemie Tonken","startTime":500.91,"endTime":504.09,"body":"nursing degree, but I still"},{"speaker":"Annemie Tonken","startTime":504.09,"endTime":508.17,"body":"needed to work, I still needed a"},{"speaker":"Annemie Tonken","startTime":504.09,"endTime":508.17,"body":"job. So I went back to what I"},{"speaker":"Annemie Tonken","startTime":508.17,"endTime":511.38,"body":"knew how to do, which was"},{"speaker":"Annemie Tonken","startTime":508.17,"endTime":511.38,"body":"waiting tables. And I got a job"},{"speaker":"Annemie Tonken","startTime":511.5,"endTime":515.46,"body":"near at a restaurant near where"},{"speaker":"Annemie Tonken","startTime":511.5,"endTime":515.46,"body":"I was taking classes. And that"},{"speaker":"Annemie Tonken","startTime":515.46,"endTime":519.03,"body":"restaurant was called 11."},{"speaker":"Annemie Tonken","startTime":515.46,"endTime":519.03,"body":"Madison Park. I didn't really"},{"speaker":"Annemie Tonken","startTime":519.06,"endTime":522.57,"body":"necessarily think all that much"},{"speaker":"Annemie Tonken","startTime":519.06,"endTime":522.57,"body":"about where I was working. Other"},{"speaker":"Annemie Tonken","startTime":522.57,"endTime":526.38,"body":"than that, I knew that it was a"},{"speaker":"Annemie Tonken","startTime":522.57,"endTime":526.38,"body":"popular nice restaurant and that"},{"speaker":"Annemie Tonken","startTime":526.38,"endTime":530.73,"body":"it was, you know, location wise,"},{"speaker":"Annemie Tonken","startTime":526.38,"endTime":530.73,"body":"it was convenient for what I was"},{"speaker":"Annemie Tonken","startTime":530.73,"endTime":535.17,"body":"doing. But it turned out that"},{"speaker":"Annemie Tonken","startTime":530.73,"endTime":535.17,"body":"that Job was very different from"},{"speaker":"Annemie Tonken","startTime":535.17,"endTime":540.63,"body":"any of the other restaurants"},{"speaker":"Annemie Tonken","startTime":535.17,"endTime":540.63,"body":"where I had ever worked, or any"},{"speaker":"Annemie Tonken","startTime":540.63,"endTime":546.51,"body":"job that I had ever worked."},{"speaker":"Annemie Tonken","startTime":540.63,"endTime":546.51,"body":"First, I was extremely proud to"},{"speaker":"Annemie Tonken","startTime":546.54,"endTime":551.01,"body":"have a job there. The restaurant"},{"speaker":"Annemie Tonken","startTime":546.54,"endTime":551.01,"body":"itself was gorgeous. The food"},{"speaker":"Annemie Tonken","startTime":551.01,"endTime":555.0,"body":"was amazing. We were winning all"},{"speaker":"Annemie Tonken","startTime":551.01,"endTime":555.0,"body":"kinds of awards for the food."},{"speaker":"Annemie Tonken","startTime":555.42,"endTime":559.35,"body":"And then the service standard"},{"speaker":"Annemie Tonken","startTime":555.42,"endTime":559.35,"body":"was really, really high. I felt"},{"speaker":"Annemie Tonken","startTime":559.38,"endTime":562.89,"body":"amazing about the kinds of"},{"speaker":"Annemie Tonken","startTime":559.38,"endTime":562.89,"body":"service that I was providing,"},{"speaker":"Annemie Tonken","startTime":563.13,"endTime":565.86,"body":"even though you know, you could"},{"speaker":"Annemie Tonken","startTime":563.13,"endTime":565.86,"body":"easily look at it and be like,"},{"speaker":"Annemie Tonken","startTime":565.86,"endTime":568.95,"body":"Well, you were just waiting"},{"speaker":"Annemie Tonken","startTime":565.86,"endTime":568.95,"body":"tables. The way that they set it"},{"speaker":"Annemie Tonken","startTime":568.95,"endTime":573.6,"body":"up there was very different it"},{"speaker":"Annemie Tonken","startTime":568.95,"endTime":573.6,"body":"was very empowering. Second, the"},{"speaker":"Annemie Tonken","startTime":573.63,"endTime":576.66,"body":"owner of the restaurant was a"},{"speaker":"Annemie Tonken","startTime":573.63,"endTime":576.66,"body":"guy named Danny Meyer, and you"},{"speaker":"Annemie Tonken","startTime":576.66,"endTime":581.52,"body":"may have heard me talk about him"},{"speaker":"Annemie Tonken","startTime":576.66,"endTime":581.52,"body":"in the past. He is not only just"},{"speaker":"Annemie Tonken","startTime":581.52,"endTime":585.15,"body":"a I mean he is a restaurant"},{"speaker":"Annemie Tonken","startTime":581.52,"endTime":585.15,"body":"owner in New York City but he"},{"speaker":"Annemie Tonken","startTime":585.15,"endTime":587.82,"body":"has become this kind of"},{"speaker":"Annemie Tonken","startTime":585.15,"endTime":587.82,"body":"powerhouse in the restaurant"},{"speaker":"Annemie Tonken","startTime":587.82,"endTime":592.23,"body":"industry. He runs Shake Shack,"},{"speaker":"Annemie Tonken","startTime":587.82,"endTime":592.23,"body":"if you've ever heard of that,"},{"speaker":"Annemie Tonken","startTime":592.26,"endTime":597.87,"body":"and or at least he did. He"},{"speaker":"Annemie Tonken","startTime":592.26,"endTime":597.87,"body":"started it and at the time, he"},{"speaker":"Annemie Tonken","startTime":597.87,"endTime":601.65,"body":"was still very young. No firmly"},{"speaker":"Annemie Tonken","startTime":597.87,"endTime":601.65,"body":"rooted in New York. And he was"},{"speaker":"Annemie Tonken","startTime":601.65,"endTime":605.22,"body":"working at the few restaurants,"},{"speaker":"Annemie Tonken","startTime":601.65,"endTime":605.22,"body":"or circling around the few"},{"speaker":"Annemie Tonken","startTime":605.22,"endTime":609.51,"body":"restaurants that he owned in New"},{"speaker":"Annemie Tonken","startTime":605.22,"endTime":609.51,"body":"York. So I got to know him"},{"speaker":"Annemie Tonken","startTime":609.54,"endTime":612.78,"body":"directly. And he was a super"},{"speaker":"Annemie Tonken","startTime":609.54,"endTime":612.78,"body":"lovely guy and a brilliant"},{"speaker":"Annemie Tonken","startTime":612.78,"endTime":617.34,"body":"business person, his whole thing"},{"speaker":"Annemie Tonken","startTime":612.78,"endTime":617.34,"body":"at that time, and it has gone on"},{"speaker":"Annemie Tonken","startTime":617.34,"endTime":620.67,"body":"to be expanded into so much that"},{"speaker":"Annemie Tonken","startTime":617.34,"endTime":620.67,"body":"he's written books on"},{"speaker":"Annemie Tonken","startTime":620.67,"endTime":624.51,"body":"hospitality and all that. But at"},{"speaker":"Annemie Tonken","startTime":620.67,"endTime":624.51,"body":"the time, he talked a lot to us"},{"speaker":"Annemie Tonken","startTime":624.54,"endTime":628.5,"body":"about how instead of taking the"},{"speaker":"Annemie Tonken","startTime":624.54,"endTime":628.5,"body":"the customer comes first, the"},{"speaker":"Annemie Tonken","startTime":628.5,"endTime":632.43,"body":"customer is king, that kind of"},{"speaker":"Annemie Tonken","startTime":628.5,"endTime":632.43,"body":"mentality, which was very much"},{"speaker":"Annemie Tonken","startTime":632.43,"endTime":634.77,"body":"what I had experienced at the"},{"speaker":"Annemie Tonken","startTime":632.43,"endTime":634.77,"body":"other restaurants that I worked"},{"speaker":"Annemie Tonken","startTime":634.77,"endTime":640.77,"body":"at. His philosophy was that the"},{"speaker":"Annemie Tonken","startTime":634.77,"endTime":640.77,"body":"team members came first. So he"},{"speaker":"Annemie Tonken","startTime":640.77,"endTime":644.31,"body":"sort of believed in this trickle"},{"speaker":"Annemie Tonken","startTime":640.77,"endTime":644.31,"body":"down theory of customer service,"},{"speaker":"Annemie Tonken","startTime":644.31,"endTime":647.97,"body":"where if the people who worked"},{"speaker":"Annemie Tonken","startTime":644.31,"endTime":647.97,"body":"at the restaurant felt"},{"speaker":"Annemie Tonken","startTime":648.27,"endTime":652.47,"body":"appreciated and cared for, they"},{"speaker":"Annemie Tonken","startTime":648.27,"endTime":652.47,"body":"would, in turn, pass that on to"},{"speaker":"Annemie Tonken","startTime":652.83,"endTime":657.0,"body":"the people, the patrons of the"},{"speaker":"Annemie Tonken","startTime":652.83,"endTime":657.0,"body":"restaurant. So, in that way,"},{"speaker":"Annemie Tonken","startTime":657.03,"endTime":662.16,"body":"even as a 23 year old waiter, I"},{"speaker":"Annemie Tonken","startTime":657.03,"endTime":662.16,"body":"felt really respected. Third,"},{"speaker":"Annemie Tonken","startTime":662.19,"endTime":666.54,"body":"instead of being taught to sell,"},{"speaker":"Annemie Tonken","startTime":662.19,"endTime":666.54,"body":"we were taught to create this"},{"speaker":"Annemie Tonken","startTime":666.75,"endTime":670.98,"body":"amazing experience for our"},{"speaker":"Annemie Tonken","startTime":666.75,"endTime":670.98,"body":"guests. And we were told"},{"speaker":"Annemie Tonken","startTime":670.98,"endTime":675.21,"body":"explicitly that we needed to be"},{"speaker":"Annemie Tonken","startTime":670.98,"endTime":675.21,"body":"leading with genuine interest"},{"speaker":"Annemie Tonken","startTime":675.21,"endTime":681.39,"body":"and empathy. Because when we did"},{"speaker":"Annemie Tonken","startTime":675.21,"endTime":681.39,"body":"that, so Danny's philosophy"},{"speaker":"Annemie Tonken","startTime":681.39,"endTime":684.72,"body":"went, our sales averages would"},{"speaker":"Annemie Tonken","startTime":681.39,"endTime":684.72,"body":"more or less take care of"},{"speaker":"Annemie Tonken","startTime":684.72,"endTime":689.1,"body":"themselves. So I really loved"},{"speaker":"Annemie Tonken","startTime":684.72,"endTime":689.1,"body":"being empowered to go above and"},{"speaker":"Annemie Tonken","startTime":689.1,"endTime":693.09,"body":"beyond for my guests, instead of"},{"speaker":"Annemie Tonken","startTime":689.1,"endTime":693.09,"body":"being like, Oh, you're upset,"},{"speaker":"Annemie Tonken","startTime":693.09,"endTime":695.34,"body":"because you know, the food"},{"speaker":"Annemie Tonken","startTime":693.09,"endTime":695.34,"body":"didn't come out fast enough, let"},{"speaker":"Annemie Tonken","startTime":695.34,"endTime":698.88,"body":"me go get my manager. Instead, I"},{"speaker":"Annemie Tonken","startTime":695.34,"endTime":698.88,"body":"could stand there, read the"},{"speaker":"Annemie Tonken","startTime":698.88,"endTime":702.93,"body":"room, decide what I felt like"},{"speaker":"Annemie Tonken","startTime":698.88,"endTime":702.93,"body":"the right way to fix the problem"},{"speaker":"Annemie Tonken","startTime":702.93,"endTime":706.71,"body":"was, and I could go ahead and"},{"speaker":"Annemie Tonken","startTime":702.93,"endTime":706.71,"body":"just take care of that. And what"},{"speaker":"Annemie Tonken","startTime":706.71,"endTime":710.22,"body":"ended up happening was, I made"},{"speaker":"Annemie Tonken","startTime":706.71,"endTime":710.22,"body":"more money waiting tables at"},{"speaker":"Annemie Tonken","startTime":710.22,"endTime":713.22,"body":"that restaurant than I had ever"},{"speaker":"Annemie Tonken","startTime":710.22,"endTime":713.22,"body":"made in the past, not only"},{"speaker":"Annemie Tonken","startTime":713.22,"endTime":716.22,"body":"because the checkout bridges"},{"speaker":"Annemie Tonken","startTime":713.22,"endTime":716.22,"body":"were higher, but because people"},{"speaker":"Annemie Tonken","startTime":716.22,"endTime":720.0,"body":"loved eating there. And they"},{"speaker":"Annemie Tonken","startTime":716.22,"endTime":720.0,"body":"ended up you know, tipping more"},{"speaker":"Annemie Tonken","startTime":720.0,"endTime":722.73,"body":"and spending more and all that"},{"speaker":"Annemie Tonken","startTime":720.0,"endTime":722.73,"body":"kind of thing, the difference"},{"speaker":"Annemie Tonken","startTime":722.73,"endTime":726.81,"body":"between that situation and what"},{"speaker":"Annemie Tonken","startTime":722.73,"endTime":726.81,"body":"I had experienced in the past,"},{"speaker":"Annemie Tonken","startTime":726.81,"endTime":731.76,"body":"which was sort of the, you know,"},{"speaker":"Annemie Tonken","startTime":726.81,"endTime":731.76,"body":"the kind of upselling that they"},{"speaker":"Annemie Tonken","startTime":731.76,"endTime":734.91,"body":"joke around about at McDonald's,"},{"speaker":"Annemie Tonken","startTime":731.76,"endTime":734.91,"body":"right? Like, Oh, you want fries"},{"speaker":"Annemie Tonken","startTime":734.91,"endTime":738.63,"body":"with that, like constantly being"},{"speaker":"Annemie Tonken","startTime":734.91,"endTime":738.63,"body":"told that I needed to try and"},{"speaker":"Annemie Tonken","startTime":738.84,"endTime":742.47,"body":"get people to buy more things."},{"speaker":"Annemie Tonken","startTime":738.84,"endTime":742.47,"body":"But on the other hand, if a"},{"speaker":"Annemie Tonken","startTime":742.47,"endTime":746.4,"body":"guest was upset, I wasn't"},{"speaker":"Annemie Tonken","startTime":742.47,"endTime":746.4,"body":"allowed to do anything about it."},{"speaker":"Annemie Tonken","startTime":746.43,"endTime":749.79,"body":"And more likely than not, when"},{"speaker":"Annemie Tonken","startTime":746.43,"endTime":749.79,"body":"the manager got called over the"},{"speaker":"Annemie Tonken","startTime":749.79,"endTime":753.09,"body":"table, I would get, you know,"},{"speaker":"Annemie Tonken","startTime":749.79,"endTime":753.09,"body":"yelled out about it after the"},{"speaker":"Annemie Tonken","startTime":753.09,"endTime":757.08,"body":"fact, the difference between a"},{"speaker":"Annemie Tonken","startTime":753.09,"endTime":757.08,"body":"workplace where I felt"},{"speaker":"Annemie Tonken","startTime":757.08,"endTime":759.87,"body":"threatened all the time, and a"},{"speaker":"Annemie Tonken","startTime":757.08,"endTime":759.87,"body":"place where I felt empowered."},{"speaker":"Annemie Tonken","startTime":761.19,"endTime":766.83,"body":"At 11, Madison Park, my check"},{"speaker":"Annemie Tonken","startTime":761.19,"endTime":766.83,"body":"averages were much bigger,"},{"speaker":"Annemie Tonken","startTime":766.83,"endTime":770.28,"body":"people were buying more, I"},{"speaker":"Annemie Tonken","startTime":766.83,"endTime":770.28,"body":"didn't have to push dessert, or"},{"speaker":"Annemie Tonken","startTime":770.28,"endTime":774.06,"body":"fancier wine or anything like"},{"speaker":"Annemie Tonken","startTime":770.28,"endTime":774.06,"body":"that. It was like this sneaky"},{"speaker":"Annemie Tonken","startTime":774.06,"endTime":778.41,"body":"way of being a salesperson, but"},{"speaker":"Annemie Tonken","startTime":774.06,"endTime":778.41,"body":"not in a manipulative way I"},{"speaker":"Annemie Tonken","startTime":778.41,"endTime":783.39,"body":"wasn't being gross, or, you"},{"speaker":"Annemie Tonken","startTime":778.41,"endTime":783.39,"body":"know, Sliney. What I saw over"},{"speaker":"Annemie Tonken","startTime":783.39,"endTime":787.53,"body":"and over was that people who"},{"speaker":"Annemie Tonken","startTime":783.39,"endTime":787.53,"body":"felt cared for people who were"},{"speaker":"Annemie Tonken","startTime":787.56,"endTime":789.66,"body":"excited about the food, they"},{"speaker":"Annemie Tonken","startTime":787.56,"endTime":789.66,"body":"were excited about the"},{"speaker":"Annemie Tonken","startTime":789.66,"endTime":793.59,"body":"experience they were having,"},{"speaker":"Annemie Tonken","startTime":789.66,"endTime":793.59,"body":"they wanted to splurge for that"},{"speaker":"Annemie Tonken","startTime":793.59,"endTime":796.41,"body":"nicer, nicer bottle of wine, or"},{"speaker":"Annemie Tonken","startTime":793.59,"endTime":796.41,"body":"the dessert that they didn't"},{"speaker":"Annemie Tonken","startTime":796.41,"endTime":799.11,"body":"really have room for or"},{"speaker":"Annemie Tonken","startTime":796.41,"endTime":799.11,"body":"something else, they wanted to"},{"speaker":"Annemie Tonken","startTime":799.11,"endTime":803.58,"body":"extend the experience, they"},{"speaker":"Annemie Tonken","startTime":799.11,"endTime":803.58,"body":"wanted to kind of double down to"},{"speaker":"Annemie Tonken","startTime":803.61,"endTime":807.78,"body":"get as much out of it as they"},{"speaker":"Annemie Tonken","startTime":803.61,"endTime":807.78,"body":"could. And that was with no"},{"speaker":"Annemie Tonken","startTime":807.78,"endTime":811.95,"body":"pressure whatsoever. For me. I"},{"speaker":"Annemie Tonken","startTime":807.78,"endTime":811.95,"body":"was just there as sort of their"},{"speaker":"Annemie Tonken","startTime":811.95,"endTime":815.7,"body":"guide, right to lead them"},{"speaker":"Annemie Tonken","startTime":811.95,"endTime":815.7,"body":"through the experience to give"},{"speaker":"Annemie Tonken","startTime":815.7,"endTime":820.59,"body":"them recommendations. Not only"},{"speaker":"Annemie Tonken","startTime":815.7,"endTime":820.59,"body":"did those clients spend more"},{"speaker":"Annemie Tonken","startTime":820.59,"endTime":824.25,"body":"money, in the end, they were"},{"speaker":"Annemie Tonken","startTime":820.59,"endTime":824.25,"body":"happier with the experience. And"},{"speaker":"Annemie Tonken","startTime":824.25,"endTime":828.75,"body":"they often came back again and"},{"speaker":"Annemie Tonken","startTime":824.25,"endTime":828.75,"body":"again as regular guests. And"},{"speaker":"Annemie Tonken","startTime":828.75,"endTime":832.8,"body":"that I found was the kind of"},{"speaker":"Annemie Tonken","startTime":828.75,"endTime":832.8,"body":"sales that I could get behind."},{"speaker":"Annemie Tonken","startTime":833.7,"endTime":838.86,"body":"And I would argue that any of"},{"speaker":"Annemie Tonken","startTime":833.7,"endTime":838.86,"body":"you could as well, right? We all"},{"speaker":"Annemie Tonken","startTime":838.86,"endTime":842.07,"body":"recommend things to our friends,"},{"speaker":"Annemie Tonken","startTime":838.86,"endTime":842.07,"body":"whether it's a restaurant that"},{"speaker":"Annemie Tonken","startTime":842.07,"endTime":844.38,"body":"we went to that we're like, oh,"},{"speaker":"Annemie Tonken","startTime":842.07,"endTime":844.38,"body":"you should go there, it's great,"},{"speaker":"Annemie Tonken","startTime":844.38,"endTime":848.07,"body":"or a book that we read or a shop"},{"speaker":"Annemie Tonken","startTime":844.38,"endTime":848.07,"body":"that they think that they'd"},{"speaker":"Annemie Tonken","startTime":848.07,"endTime":852.87,"body":"love. In fact, I would say most"},{"speaker":"Annemie Tonken","startTime":848.07,"endTime":852.87,"body":"of us really like sharing those"},{"speaker":"Annemie Tonken","startTime":852.87,"endTime":856.86,"body":"kinds of recommendations because"},{"speaker":"Annemie Tonken","startTime":852.87,"endTime":856.86,"body":"we all like being the person"},{"speaker":"Annemie Tonken","startTime":856.86,"endTime":860.07,"body":"who, you know, somebody comes"},{"speaker":"Annemie Tonken","startTime":856.86,"endTime":860.07,"body":"back to us and says, Oh, thank"},{"speaker":"Annemie Tonken","startTime":860.07,"endTime":863.37,"body":"you so much for that restaurant"},{"speaker":"Annemie Tonken","startTime":860.07,"endTime":863.37,"body":"recommendation. We had an"},{"speaker":"Annemie Tonken","startTime":863.37,"endTime":868.08,"body":"amazing meal last night that"},{"speaker":"Annemie Tonken","startTime":863.37,"endTime":868.08,"body":"feels good. Even though our"},{"speaker":"Annemie Tonken","startTime":868.08,"endTime":872.31,"body":"friend went out and spent money"},{"speaker":"Annemie Tonken","startTime":868.08,"endTime":872.31,"body":"on that restaurant experience or"},{"speaker":"Annemie Tonken","startTime":872.31,"endTime":878.37,"body":"that movie or whatever. The most"},{"speaker":"Annemie Tonken","startTime":872.31,"endTime":878.37,"body":"important elements of good sales"},{"speaker":"Annemie Tonken","startTime":878.43,"endTime":884.31,"body":"that are done with integrity are"},{"speaker":"Annemie Tonken","startTime":878.43,"endTime":884.31,"body":"number one, listening to what"},{"speaker":"Annemie Tonken","startTime":884.31,"endTime":888.69,"body":"that person's needs are now, I"},{"speaker":"Annemie Tonken","startTime":884.31,"endTime":888.69,"body":"wouldn't go recommending a"},{"speaker":"Annemie Tonken","startTime":888.69,"endTime":894.0,"body":"restaurant to a stranger, about"},{"speaker":"Annemie Tonken","startTime":888.69,"endTime":894.0,"body":"whom I knew nothing, right if I"},{"speaker":"Annemie Tonken","startTime":894.03,"endTime":897.12,"body":"thought that the person's if I"},{"speaker":"Annemie Tonken","startTime":894.03,"endTime":897.12,"body":"didn't know what that person's"},{"speaker":"Annemie Tonken","startTime":897.12,"endTime":901.14,"body":"budget was, and I didn't know"},{"speaker":"Annemie Tonken","startTime":897.12,"endTime":901.14,"body":"that they were Vegan and"},{"speaker":"Annemie Tonken","startTime":901.14,"endTime":905.46,"body":"whatever you know, then my steak"},{"speaker":"Annemie Tonken","startTime":901.14,"endTime":905.46,"body":"restaurant like high end steak"},{"speaker":"Annemie Tonken","startTime":905.46,"endTime":910.77,"body":"restaurant might be a really bad"},{"speaker":"Annemie Tonken","startTime":905.46,"endTime":910.77,"body":"recommendation. So the first"},{"speaker":"Annemie Tonken","startTime":910.77,"endTime":914.7,"body":"step is always listening to what"},{"speaker":"Annemie Tonken","startTime":910.77,"endTime":914.7,"body":"the particular person that you"},{"speaker":"Annemie Tonken","startTime":914.7,"endTime":920.94,"body":"want to help make a buying"},{"speaker":"Annemie Tonken","startTime":914.7,"endTime":920.94,"body":"decision. With, you'd need to"},{"speaker":"Annemie Tonken","startTime":920.94,"endTime":924.75,"body":"hear what they are interested"},{"speaker":"Annemie Tonken","startTime":920.94,"endTime":924.75,"body":"in. Even if you suspect it's"},{"speaker":"Annemie Tonken","startTime":924.75,"endTime":927.39,"body":"kind of the same as everybody"},{"speaker":"Annemie Tonken","startTime":924.75,"endTime":927.39,"body":"else you want to get the"},{"speaker":"Annemie Tonken","startTime":927.39,"endTime":931.35,"body":"details. And only then do you"},{"speaker":"Annemie Tonken","startTime":927.39,"endTime":931.35,"body":"start to engage in a"},{"speaker":"Annemie Tonken","startTime":931.35,"endTime":934.74,"body":"conversation about what it is"},{"speaker":"Annemie Tonken","startTime":931.35,"endTime":934.74,"body":"that you recommend or what it is"},{"speaker":"Annemie Tonken","startTime":934.74,"endTime":938.37,"body":"that you offer. And when you do"},{"speaker":"Annemie Tonken","startTime":934.74,"endTime":938.37,"body":"that, you help build trust,"},{"speaker":"Annemie Tonken","startTime":938.4,"endTime":941.25,"body":"because even if it turns out"},{"speaker":"Annemie Tonken","startTime":938.4,"endTime":941.25,"body":"that they are asking for the"},{"speaker":"Annemie Tonken","startTime":941.25,"endTime":944.64,"body":"same thing that everybody else"},{"speaker":"Annemie Tonken","startTime":941.25,"endTime":944.64,"body":"asks for, they know that you"},{"speaker":"Annemie Tonken","startTime":944.64,"endTime":949.41,"body":"have heard what they want. This"},{"speaker":"Annemie Tonken","startTime":944.64,"endTime":949.41,"body":"all goes back to me harping on"},{"speaker":"Annemie Tonken","startTime":949.41,"endTime":952.83,"body":"and on about the fact that you"},{"speaker":"Annemie Tonken","startTime":949.41,"endTime":952.83,"body":"need to talk to your leads,"},{"speaker":"Annemie Tonken","startTime":953.1,"endTime":956.88,"body":"before you try to sell to them,"},{"speaker":"Annemie Tonken","startTime":953.1,"endTime":956.88,"body":"it's not so much that I want you"},{"speaker":"Annemie Tonken","startTime":956.88,"endTime":961.02,"body":"to talk at them, I really want"},{"speaker":"Annemie Tonken","startTime":956.88,"endTime":961.02,"body":"you to converse with them, I"},{"speaker":"Annemie Tonken","startTime":961.02,"endTime":964.05,"body":"want you to hear what they have"},{"speaker":"Annemie Tonken","startTime":961.02,"endTime":964.05,"body":"to say. And I want you to make"},{"speaker":"Annemie Tonken","startTime":964.05,"endTime":966.33,"body":"it so that they feel like you"},{"speaker":"Annemie Tonken","startTime":964.05,"endTime":966.33,"body":"have heard them."},{"speaker":"Annemie Tonken","startTime":967.86,"endTime":971.61,"body":"The second step, or the second"},{"speaker":"Annemie Tonken","startTime":967.86,"endTime":971.61,"body":"thing that's really important,"},{"speaker":"Annemie Tonken","startTime":971.97,"endTime":976.02,"body":"with good sales that you can"},{"speaker":"Annemie Tonken","startTime":971.97,"endTime":976.02,"body":"feel good about is respecting"},{"speaker":"Annemie Tonken","startTime":976.05,"endTime":980.34,"body":"your client's boundaries, or"},{"speaker":"Annemie Tonken","startTime":976.05,"endTime":980.34,"body":"respecting your, you know, if"},{"speaker":"Annemie Tonken","startTime":980.34,"endTime":983.28,"body":"you're thinking about making a"},{"speaker":"Annemie Tonken","startTime":980.34,"endTime":983.28,"body":"recommendation for a friend"},{"speaker":"Annemie Tonken","startTime":983.31,"endTime":986.4,"body":"respecting their boundaries, you"},{"speaker":"Annemie Tonken","startTime":983.31,"endTime":986.4,"body":"don't want to do an"},{"speaker":"Annemie Tonken","startTime":986.4,"endTime":989.61,"body":"inappropriate, make an"},{"speaker":"Annemie Tonken","startTime":986.4,"endTime":989.61,"body":"inappropriate suggestion or try"},{"speaker":"Annemie Tonken","startTime":989.61,"endTime":994.38,"body":"and like push them with a hard"},{"speaker":"Annemie Tonken","startTime":989.61,"endTime":994.38,"body":"upsell. We have all probably"},{"speaker":"Annemie Tonken","startTime":994.38,"endTime":998.85,"body":"worked with a real estate agent"},{"speaker":"Annemie Tonken","startTime":994.38,"endTime":998.85,"body":"or a car salesperson or somebody"},{"speaker":"Annemie Tonken","startTime":998.85,"endTime":1002.03,"body":"else like that, where we go in"},{"speaker":"Annemie Tonken","startTime":998.85,"endTime":1002.03,"body":"and we say this is my budget, my"},{"speaker":"Annemie Tonken","startTime":1002.03,"endTime":1008.03,"body":"budget is, I don't know $10,000."},{"speaker":"Annemie Tonken","startTime":1002.03,"endTime":1008.03,"body":"And then they blow right by that"},{"speaker":"Annemie Tonken","startTime":1008.03,"endTime":1010.82,"body":"right? They come back and they"},{"speaker":"Annemie Tonken","startTime":1008.03,"endTime":1010.82,"body":"say, Well, I know you said your"},{"speaker":"Annemie Tonken","startTime":1010.82,"endTime":1014.96,"body":"budget was $10,000. But this"},{"speaker":"Annemie Tonken","startTime":1010.82,"endTime":1014.96,"body":"$15,000 car is so much better"},{"speaker":"Annemie Tonken","startTime":1014.96,"endTime":1017.6,"body":"because of XY and Z and you're"},{"speaker":"Annemie Tonken","startTime":1014.96,"endTime":1017.6,"body":"like, Yeah, but you've just"},{"speaker":"Annemie Tonken","startTime":1017.66,"endTime":1022.37,"body":"exceeded my budget by 50%. And"},{"speaker":"Annemie Tonken","startTime":1017.66,"endTime":1022.37,"body":"then you're put in the position"},{"speaker":"Annemie Tonken","startTime":1022.4,"endTime":1027.56,"body":"of being me to feel like you're"},{"speaker":"Annemie Tonken","startTime":1022.4,"endTime":1027.56,"body":"less than or you need to"},{"speaker":"Annemie Tonken","startTime":1027.56,"endTime":1031.4,"body":"negotiate back to the top of the"},{"speaker":"Annemie Tonken","startTime":1027.56,"endTime":1031.4,"body":"budget that you just, you know,"},{"speaker":"Annemie Tonken","startTime":1031.4,"endTime":1037.52,"body":"stated explicitly, when we are"},{"speaker":"Annemie Tonken","startTime":1031.4,"endTime":1037.52,"body":"being good stewards of sales, we"},{"speaker":"Annemie Tonken","startTime":1037.52,"endTime":1040.04,"body":"need to find out what the"},{"speaker":"Annemie Tonken","startTime":1037.52,"endTime":1040.04,"body":"boundaries are and respect"},{"speaker":"Annemie Tonken","startTime":1040.04,"endTime":1044.66,"body":"those, if someone decides to"},{"speaker":"Annemie Tonken","startTime":1040.04,"endTime":1044.66,"body":"move beyond their own"},{"speaker":"Annemie Tonken","startTime":1044.66,"endTime":1048.86,"body":"boundaries, once they start to"},{"speaker":"Annemie Tonken","startTime":1044.66,"endTime":1048.86,"body":"kind of feel out that know like"},{"speaker":"Annemie Tonken","startTime":1048.86,"endTime":1053.15,"body":"and trust factor that's"},{"speaker":"Annemie Tonken","startTime":1048.86,"endTime":1053.15,"body":"different. But trying to"},{"speaker":"Annemie Tonken","startTime":1053.18,"endTime":1057.5,"body":"immediately go in and say you"},{"speaker":"Annemie Tonken","startTime":1053.18,"endTime":1057.5,"body":"should change your budget is not"},{"speaker":"Annemie Tonken","startTime":1057.53,"endTime":1060.35,"body":"being respectful. And"},{"speaker":"Annemie Tonken","startTime":1057.53,"endTime":1060.35,"body":"ultimately, it's not the right"},{"speaker":"Annemie Tonken","startTime":1060.35,"endTime":1065.21,"body":"kind of selling. Third, you want"},{"speaker":"Annemie Tonken","startTime":1060.35,"endTime":1065.21,"body":"to make honest recommendations,"},{"speaker":"Annemie Tonken","startTime":1065.33,"endTime":1069.89,"body":"even when those recommendations"},{"speaker":"Annemie Tonken","startTime":1065.33,"endTime":1069.89,"body":"are not the most profitable. And"},{"speaker":"Annemie Tonken","startTime":1070.37,"endTime":1074.24,"body":"this is where I think a lot of"},{"speaker":"Annemie Tonken","startTime":1070.37,"endTime":1074.24,"body":"us think about sales. And we"},{"speaker":"Annemie Tonken","startTime":1074.24,"endTime":1078.47,"body":"think that it has to be kind of"},{"speaker":"Annemie Tonken","startTime":1074.24,"endTime":1078.47,"body":"this process where we're"},{"speaker":"Annemie Tonken","startTime":1078.47,"endTime":1081.2,"body":"manipulating people or we're"},{"speaker":"Annemie Tonken","startTime":1078.47,"endTime":1081.2,"body":"trying to squeeze as much out of"},{"speaker":"Annemie Tonken","startTime":1081.2,"endTime":1085.4,"body":"them as possible. You want to"},{"speaker":"Annemie Tonken","startTime":1081.2,"endTime":1085.4,"body":"listen to what somebody has to"},{"speaker":"Annemie Tonken","startTime":1085.4,"endTime":1088.28,"body":"say, find out what their"},{"speaker":"Annemie Tonken","startTime":1085.4,"endTime":1088.28,"body":"boundaries are. And then within"},{"speaker":"Annemie Tonken","startTime":1088.28,"endTime":1092.21,"body":"the confines of those things,"},{"speaker":"Annemie Tonken","startTime":1088.28,"endTime":1092.21,"body":"make recommendations. And then"},{"speaker":"Annemie Tonken","startTime":1092.21,"endTime":1096.05,"body":"the fourth piece kind of goes"},{"speaker":"Annemie Tonken","startTime":1092.21,"endTime":1096.05,"body":"along with that, which is that"},{"speaker":"Annemie Tonken","startTime":1096.08,"endTime":1100.19,"body":"you if at some point in the"},{"speaker":"Annemie Tonken","startTime":1096.08,"endTime":1100.19,"body":"game, you're going to come"},{"speaker":"Annemie Tonken","startTime":1100.19,"endTime":1105.53,"body":"across people for whom you don't"},{"speaker":"Annemie Tonken","startTime":1100.19,"endTime":1105.53,"body":"have anything to offer. So your"},{"speaker":"Annemie Tonken","startTime":1105.77,"endTime":1110.24,"body":"honest, you know, real"},{"speaker":"Annemie Tonken","startTime":1105.77,"endTime":1110.24,"body":"recommendation is that perhaps"},{"speaker":"Annemie Tonken","startTime":1110.24,"endTime":1114.02,"body":"they work with someone else, you"},{"speaker":"Annemie Tonken","startTime":1110.24,"endTime":1114.02,"body":"need to be willing to walk away,"},{"speaker":"Annemie Tonken","startTime":1114.02,"endTime":1118.19,"body":"you need to be willing to turn"},{"speaker":"Annemie Tonken","startTime":1114.02,"endTime":1118.19,"body":"that work down, if you are being"},{"speaker":"Annemie Tonken","startTime":1118.22,"endTime":1124.1,"body":"a responsible salesperson. Now,"},{"speaker":"Annemie Tonken","startTime":1118.22,"endTime":1124.1,"body":"a lot of us feel differently"},{"speaker":"Annemie Tonken","startTime":1124.16,"endTime":1128.57,"body":"about selling our own goods and"},{"speaker":"Annemie Tonken","startTime":1124.16,"endTime":1128.57,"body":"services, versus making a"},{"speaker":"Annemie Tonken","startTime":1128.57,"endTime":1133.28,"body":"recommendation. Like it might be"},{"speaker":"Annemie Tonken","startTime":1128.57,"endTime":1133.28,"body":"harder for you to try and get"},{"speaker":"Annemie Tonken","startTime":1133.28,"endTime":1136.97,"body":"someone to hire you as a"},{"speaker":"Annemie Tonken","startTime":1133.28,"endTime":1136.97,"body":"photographer, versus, you know,"},{"speaker":"Annemie Tonken","startTime":1137.15,"endTime":1139.52,"body":"pointing out that like, Oh, if"},{"speaker":"Annemie Tonken","startTime":1137.15,"endTime":1139.52,"body":"you love this restaurant, you're"},{"speaker":"Annemie Tonken","startTime":1139.52,"endTime":1144.23,"body":"gonna love this restaurant. But"},{"speaker":"Annemie Tonken","startTime":1139.52,"endTime":1144.23,"body":"there really isn't much of a"},{"speaker":"Annemie Tonken","startTime":1144.23,"endTime":1148.76,"body":"difference there. We feel that"},{"speaker":"Annemie Tonken","startTime":1144.23,"endTime":1148.76,"body":"different. That difference. But"},{"speaker":"Annemie Tonken","startTime":1148.76,"endTime":1152.48,"body":"that's really just because we"},{"speaker":"Annemie Tonken","startTime":1148.76,"endTime":1152.48,"body":"stand to profit if someone"},{"speaker":"Annemie Tonken","startTime":1152.48,"endTime":1155.9,"body":"purchases our goods versus"},{"speaker":"Annemie Tonken","startTime":1152.48,"endTime":1155.9,"body":"somebody else standing to prod"},{"speaker":"Annemie Tonken","startTime":1156.17,"endTime":1160.43,"body":"to profit. And there's no"},{"speaker":"Annemie Tonken","startTime":1156.17,"endTime":1160.43,"body":"material difference there. If"},{"speaker":"Annemie Tonken","startTime":1160.43,"endTime":1163.82,"body":"you are following the rules that"},{"speaker":"Annemie Tonken","startTime":1160.43,"endTime":1163.82,"body":"I talked about before, for"},{"speaker":"Annemie Tonken","startTime":1163.82,"endTime":1167.96,"body":"selling with integrity, there is"},{"speaker":"Annemie Tonken","startTime":1163.82,"endTime":1167.96,"body":"no difference. That person is"},{"speaker":"Annemie Tonken","startTime":1167.96,"endTime":1170.96,"body":"spending money, whether it's"},{"speaker":"Annemie Tonken","startTime":1167.96,"endTime":1170.96,"body":"with you or with someone else."},{"speaker":"Annemie Tonken","startTime":1171.95,"endTime":1177.86,"body":"So my recommendation is that you"},{"speaker":"Annemie Tonken","startTime":1171.95,"endTime":1177.86,"body":"acknowledge that as the owner of"},{"speaker":"Annemie Tonken","startTime":1177.86,"endTime":1182.57,"body":"your business, you are able to"},{"speaker":"Annemie Tonken","startTime":1177.86,"endTime":1182.57,"body":"set it up so that you are"},{"speaker":"Annemie Tonken","startTime":1182.57,"endTime":1185.48,"body":"selling from a place of"},{"speaker":"Annemie Tonken","startTime":1182.57,"endTime":1185.48,"body":"integrity. You want to be proud"},{"speaker":"Annemie Tonken","startTime":1185.48,"endTime":1189.05,"body":"of what you offer. You want to"},{"speaker":"Annemie Tonken","startTime":1185.48,"endTime":1189.05,"body":"respect your own needs and"},{"speaker":"Annemie Tonken","startTime":1189.05,"endTime":1194.15,"body":"boundaries first, and then you"},{"speaker":"Annemie Tonken","startTime":1189.05,"endTime":1194.15,"body":"need to use those two things to"},{"speaker":"Annemie Tonken","startTime":1194.15,"endTime":1198.65,"body":"be able to offer your clients a"},{"speaker":"Annemie Tonken","startTime":1194.15,"endTime":1198.65,"body":"fantastic experience. And if you"},{"speaker":"Annemie Tonken","startTime":1198.65,"endTime":1202.49,"body":"do that the The Sales part is"},{"speaker":"Annemie Tonken","startTime":1198.65,"endTime":1202.49,"body":"going to ultimately take care of"},{"speaker":"Annemie Tonken","startTime":1202.49,"endTime":1207.02,"body":"itself. Well, that's it for this"},{"speaker":"Annemie Tonken","startTime":1202.49,"endTime":1207.02,"body":"week's episode of This can't be"},{"speaker":"Annemie Tonken","startTime":1207.02,"endTime":1211.1,"body":"that hard. I'll be back Same"},{"speaker":"Annemie Tonken","startTime":1207.02,"endTime":1211.1,"body":"time, same place next week. In"},{"speaker":"Annemie Tonken","startTime":1211.1,"endTime":1214.19,"body":"the meantime, you can find more"},{"speaker":"Annemie Tonken","startTime":1211.1,"endTime":1214.19,"body":"information about this episode,"},{"speaker":"Annemie Tonken","startTime":1214.25,"endTime":1217.73,"body":"along with all the relevant"},{"speaker":"Annemie Tonken","startTime":1214.25,"endTime":1217.73,"body":"links, notes and downloads at"},{"speaker":"Annemie Tonken","startTime":1217.73,"endTime":1221.45,"body":"this can't be that"},{"speaker":"Annemie Tonken","startTime":1217.73,"endTime":1221.45,"body":"hard.com/learn If you liked the"},{"speaker":"Annemie Tonken","startTime":1221.45,"endTime":1224.99,"body":"podcast, be sure to hit the"},{"speaker":"Annemie Tonken","startTime":1221.45,"endTime":1224.99,"body":"subscribe button. Even better,"},{"speaker":"Annemie Tonken","startTime":1225.17,"endTime":1228.83,"body":"share the love by leaving a"},{"speaker":"Annemie Tonken","startTime":1225.17,"endTime":1228.83,"body":"review on iTunes. And as always,"},{"speaker":"Annemie Tonken","startTime":1228.98,"endTime":1232.52,"body":"thanks so much for joining me. I"},{"speaker":"Annemie Tonken","startTime":1228.98,"endTime":1232.52,"body":"hope you have a fantastic week."}]}