The Cold Calling Strategy That Still Crushes In 2026 | Johnny-Lee Reinoso

What if the ONE skill that determines your business success… is sales?

In this powerful episode of the Gold Coast Podcast, Eric Winegard sits down with Johnny-Lee Reinoso, CEO of Reinoso Global Consulting, for a conversation about sales, entrepreneurship, faith, fatherhood, mindset, leadership, and what it really takes to build a successful life and business.

Johnny-Lee shares the emotional story of being told as a kid that he would “end up in prison”… only to later buy a home in the same neighborhood as the teacher who doubted him. He also breaks down the mindset shifts, sales philosophies, and life principles that helped him transform companies, build elite sales teams, and impact entrepreneurs across the country.

This episode dives deep into:
• Why sales is the most important skill in business
• The REAL meaning of customer experience
• Faith, family, fitness & finances
• Building confidence as an entrepreneur
• How to balance fatherhood and ambition
• Why cold outreach still works in the AI era
• The difference between marketing and persuasion
• Why most people never reach their full potential
• Leadership, personal branding & business growth

Johnny-Lee also explains his “S.A.L.E.” philosophy:
Speak Authoritatively. Listen Empathetically.

If you’re an entrepreneur, salesperson, business owner, future father, or someone trying to level up your life, this conversation is packed with wisdom you’ll want to hear more than once.

Guest: Johnny-Lee Reinoso
CEO of Reinoso Global Consulting
https://linktr.ee/johnnyleereinoso

Hosted by Eric Winegard
CEO of Rare Blue Moon Marketing
instagram: @goldcoast_podcast and @ericwinegardofficial

Thank you all for listening in on today's episode of The Gold Coast Podcast!

Transcript

SPEAKER_01 0:00

If somebody asks me candidly, do I have to do social media and have a personal brand to build a business? No, no, no. You don't have to. If you know sales, referrals, relationship building, networking, for sure. There's there's ancillary, there's other ways to do business. Now, on the flip side, there's some young kids out there that the only thing they know is to build a business through social media, posting, online ads, etc. My humble belief is when we combine our mine and yours sales mindset and sales approach with that. Oh, forget it. Now now it's game over. Force multiplier. Now it's now they're both complementing each other. Yeah. And then a great customer service, great, great client retention, great customer experience. You know, that's what I get on my team about is you know the customer experience for me. I was looking forward to this podcast with you because I I just I love your everything about you, right? All the energy you bring in, all the knowledge. But dude, the customer experience is everything because that's what triggers word of mouth. That and and listen, as a marketing company, I rely on referrals and word of mouth, right? Like I will admit that as much as I do marketing, I'm hammering my account managers to deliver in those first 30 days. Like uh no client has ever been delivered before with marketing, try to get them some tangible results, and then hopefully we're cross-selling them, upselling them, and tapping into their network. That is part of my marketing, is the client experience. Got it. How cool is this? Look what I look at look at this business I met with today. Guess what this is?

SPEAKER_00 1:46

Goldback. Idaho Goldback. I don't know what the hell this is. Is it a gold company?

SPEAKER_01 1:53

Legal money in your hands.

SPEAKER_00 1:55

Really? Yeah, that's real gold. This is real gold. That's real gold, bro. I feel like I gotta give it back to you.

SPEAKER_01 2:01

No, it's it's only like I think these are like $5 or something. I can't remember what these are. Maybe like $2.50 or something. But there's all different things. I've made it, Mom. I made it. This kind of cool though. It is really cool. Yeah, so like I get I meet all these really cool people. We're gonna be doing some business with them, some marketing. That's cool. But yeah, you could literally take this and go to the grocery store and and buy groceries with them. Got it. Got it. So let me let me for my own my own brain. I I got I thought of a cool question to ask you. You know, if you ask a uh 16-year-old, what do you want to be when you grow up, what do you want to do? Yeah. Like, oh, you know, I think I want to be a business owner, I think I want to be a fireman, I think I want to be a uh a police officer, I think I want to uh be a physical therapist. Nobody says I want to be a salesman. Yeah. Kind of kind of wild, right?

SPEAKER_00 2:58

Yeah, very much so. Why is that? You know, because it's my firm belief. Well, let's think about it for a second, right? Let's go through the educational system, right? So, and I'll kind of just break it down the way I see it. Yeah, right. We wake up in the morning, most parents will spend between 10 to 20 minutes saying good morning to their kids if they say it, eat something, shoot them off to a bus stop, um, or a friend picks them up, they carpool, whatever. Let's take somebody around 15 years old, right? And parents go off to work. You hope your kid goes to school, right? Unless you get a call. Not your kids in school. They're spending from 7:30, 8 a.m. to about 2.30, 3 p.m. there. Then they get home, they're alone, typically working parents go. This is the average, the way it is here in the United States, working families, this is how it is. And it has to happen. I mean, listen, people have to make a living. So I'm not knocking parents that have to have dual income and all that. I've been blessed to have my wife home since the minute we got married. Um, I'll talk about that in a second, but we I had kind of three things and she was all about it. Um, and I'll get back to that. But my point is that now the parents get home, it's 5:30, 6 o'clock, traffic, whatever. Maybe the kid has sports, they have to go there. So it's 10 minutes of sports, and then get home, eat something, and then you got to get to bed. So, what's the quality time? Now it's the weekend, kid wants to be with friends, or they have other activities. How much parenting is going on? How much time, what are parents investing in their kids to really explain to them um what it is that they do, what are the options out there in the world? My son today, he's 16, or no, he's 15, he's gonna be 16. I've been asking him for quite some time, what do you want to be when you grow up, right? Now we're big soccer fanatics. We go to Europe to watch soccer when there's certain games on, and we've traveled a lot for soccer. He's been playing it his whole life. I'm a I have a Portuguese mother and Peruvian father, first generation here. So soccer is very important. Just as much as it is to get a good grade in school, it is to play soccer, right? Yeah, so we've done the same with our children, competitive sports, swimming, and soccer, but soccer for my son especially. And he he says, I want to be a professional soccer player. Since the minute he could, I could remember, he's always said that, right? Now he says that, but now he's also saying business owner, salesman, entrepreneur. Uh because I've been instilling in him what it means to be a salesperson. So to go back to your original question, what does sales mean to most people, most families, most humans? Oh, you're a salesman, they think sleazy, they still think that today. Somebody who is trying to get something from them, somebody who's trying to convince them of something they don't need, they think used car salesman, right? Or just a person that is needed, but almost like a necessary evil, rather than a fantastic career that'll always put food on your table if you learn that skill. Right? You're talking to a um a father of three, 44 years old, married for 24 years, gonna be 24 years this October. My daughter graduated college, she's living in Madrid right now, teaching English, as well as working for me. Um, my other daughter's in college, sophomore, and my son's 15, going on, 16. He's he's a sophomore in high school. I went to high to college for just what I say a couple days. It was a little over a year, but it wasn't my thing. Yeah. Um and I knew one thing that I was going to be not only known in the world, but be a fantastic, fantastic entrepreneur and business owner. And the one way to do that my father taught me at a young age is sell. If you know how to sell, you always know how to eat. He used to say, as long as I have the ability to speak, I'll have food for the day. That was his thing. If I can speak, I'll have food for the day, right? Now we obviously don't want just food for the day, we want food for as many days as we can, right? To do it right. But nobody wants to go home and say, son, you should be a salesman. Sweetie, come here, my daughter, you should learn how to sell. Because people think about it from a negative approach. So to circle back, one of the things that was very important to me throughout my career is to not only learn the art of sales, be the best at sales that I can be, but also how do I train this so I could help other people, you know, learn what I was able to learn and also, you know, provide the way I'm able to provide if they have that dream and that desire. I mean, in third grade, think about this for a second, Eric. And I think you and I have similar backgrounds where people thought a lot, people probably thought less than when it came to us, but yet inside we knew we were so much greater than, right?

SPEAKER_01 7:41

For sure.

SPEAKER_00 7:42

Third grade, my teacher tells my parents I'm dyslexic, which probably never been diagnosed. Um, sometimes I'll switch the words. You know, they say six, seven. I used to say seven, six, you know, joking around. But anyways, um, potentially autistic, right? Potentially that too. Um, I was told. Autistic. Autistic. I heard that as well. I also heard as well, um, so dyslexic, maybe autistic, ADHD. Your son shouldn't go to school here. Now I was born in 1982, I'm in third grade. Uh, I don't want to knock the school I went to was a great school, but I remember sitting at the desk not too far from hearing this. I still remember it, right? And I looked at my parents, they looked at me, and the eyes that I got was don't worry about it, right? And I continued on at that school and I struggled. School was hard because ADHD, you can't pay attention. It's not your fault. You can't understand because you're just not focused on it. It's not your thing. So I carried on. Now I get to high school, challenging for me. Challenging for me, right? Very difficult. But I never paid attention to what was ever told to me because my parents always believed in me. My mother, more so than my father, was very vocal with that. They were very, they would say you could do and become anything. My father always acted like I could always do and become anything, right? Um, he never held me back from anything, and he always challenged me to be better at sports and in education. But I took that belief and I and I just knew deep down inside. And I remember in high school, I had a high school teacher who told me, you know, uh, he wanted me to stop chewing gum. I didn't want to stop chewing gum, and he got mad and I said, Okay, I'll throw it out. But he didn't like the fact that I took too long. And because my whole thing was, what's the problem? I'm chewing gum. No, okay, I should have listened. I have to listen to authority. I believe in that, you know, we have to do the right thing. But I was a little challenging at the time. I didn't like this teacher too much. Anyways, he told me that day, you're the kind of kid that ends up in prison. And again, it was one of those moments, again, that I remember like it was yesterday, what I was wearing, how I was facing him. And I said, Yeah, you don't even know. I'm just getting started, right? In my mind, like you don't even know who I am. So, fast forward. That's I'm like 15. 15 going on 16, then, right? 20 years old, I buy my first house. Wow. It was a house in foreclosure in a part of Connecticut that's beautiful, Sandy Hook, right? I called it the best kept secret until the massacre many years ago. And I'm running. I was doing a little fitness show at the time, right? I wanted to be in this fitness modeling thing at the time. And my wife thought it was crazy, but I had these goals that I wanted to be in the best shape that I could be. I was doing very well financially in the financial world, right? And I'm running around the block, coming around, shirtless, in great shape. And there's a an older lady doing her gardening in the front lawn, like planting some trees and plants or whatever, plants rather. She's I look up and I say, Hi, I'm your new neighbor a few doors down. She says, Oh, hi, guy coming down the grass like this, two cups in his hand. Gives her a cup, looks at me, I look at him, and guess who it was? By the way, this is a beautiful neighborhood. Like a cup of water? Yeah, he's giving her a cup of water. The husband comes down. 600,000 plus the average price home at the time. I'm 20 years old, right? 3,600 square foot home. I paid, I paid, I bought the house for $600,000 in foreclosure. So the value was much more. It was that teacher who said stop you're gonna end up in prison. Now, his wife worked for GE and she was the CFO for one of the business units, so you know why they're in that neighborhood. Oh, and I looked at him, he looked at me, and I said, uh, hey, you remember me? Now I was a little kind of chubby right in that in that that that year, especially. And he says, You look a little familiar. I said, I'm so and so, I'm Johnny Lee Reynoso. Remember? He's like, Oh, I said, Yeah, you know what's crazy? And don't he says, Oh, did your parents move in the neighborhood? And I said, No. I bought the house three doors that that was you? I said, Yes. My wife and my daughter. And he looks at me, and I look at him, and I says, You know what's crazy? I didn't end up in prison. And he didn't register it for a little bit. His wife looked at him and I just kept running. It was like, you know, those moments in life? I don't seek it. I'm not trying to be vengeful, yeah, but it felt so good. Oh, yeah. It felt so good. But anyway, sales to me is is, you know, I define sales as speak authoritatively, listen empathetically. S-A-L-E. And I came up with that because I had a business coach when I was struggling during a part of my career with capturing the attention of high-level executives in a cold calling environment. And I was an outside sales guy, did very well, and then I got into this cold calling environment in a consulting firm, and I was struggling. I remember calling my business coach, he's laughing at me, and he says, Put me on speaker on your phone, use your office desk. I want to hear how you're talking. So I do that, and then all of a sudden he's laughing. He says, You sound like a weirdo. Can you be Johnny Lee on the phone? You're you're this authority, confident person in person. On the phone, you sound like you're scared. Be who you are. So I I have always this thing with me where I have always a whiteboard or a notebook and I put at the top improvements and I write things I want to improve upon, and then I make an effort to either buy books on it or act towards it so I could get better at it, right? So I wrote speak authority on there. Hour later, so I go to the kitchen and make some coffee. My wife's there. She's telling me something, I'm not listening, typical, right? I'm like, uh-huh. And I'm thinking about what I want to do, like what I have to do next, right? And she stops me and says, Can you do me a favor? Can you just listen? Listen. I sometimes I just want a little empathy, right, with what I'm sharing with you, because I'm going through a hard time with this. So I go, okay. And I went back to the room, and it just kind of I felt I felt her pain, right? Her frustration. And I wrote, listen with empathy. And I was like, bingo. Speak authoritatively, listen empathetically. That's the approach. And that was the ability to crush it from there on out. And then I said to myself, what's the end goal when you do this? You want to move another human in the direction that you desire. So to me, that's the sale. So going back to your point, we're all salespeople. Right? When your office and I, when we were talking about the opportunity to get together to do this, the enthusiasm, the confidence, the joy to come in this beautiful office and the experience that we have here, and to learn more about the business and the great marketing things you guys are doing, it's it's not like, do I want to do a podcast? It's when am I going to do it? Because I want to be a part of that experience, right? Um, and uh, and that ability to speak with that level of confidence allows people to be moved. And that to me is a sale. It's not about the transaction of currency for items or title for cash, you know, like the definition in the dictionary says, right?

SPEAKER_01 15:01

Yeah, really, really cool story. So I got I got a few questions for you. You said something very interesting to me that because it really hit home with me because I remember I remember thinking when I wasn't doing good in school, I remember always kind of thinking to myself, I'm like, eh, it doesn't matter. I always had this thing in me where I was like, when it comes, when things, when it actually comes time to do it, I'm gonna do it. I feel clearly that when that guy said to you, you're gonna end up in jail, you knew, I think at age 15, you knew you were him, as the young kids would call it today, right? Where where did that certainty and confidence come from?

SPEAKER_00 15:49

I think I know where it came from, but I want to I have a I have a bunch of different things. I think, I think, you know, there's we thought about it? You haven't put much thought into it? I have, but I have, but you know what? It's it's it's changed. Okay. And my younger years, I say it's just me, because I know who I am, I know what I could do. On the flip side, I think confidence, I think confidence can be can can be defined as a series of things. One, it could be where people are just born with it, right? They have that confidence, they talk about it. Another one could be lived experiences that allows you to then say, I have the data that proves that I've done it, so I know I can do it, so I'm confident now. Um, and then the other one could be external data and validation from people who just give you that love and support, where then you go in with that blind confidence and things fall in the right direction because it's just who you are then, because it then you you do apply yourself, right? You know, I have always, you know, I I try to apply myself in the educational side of things, it didn't work out. I try to apply myself in different things, it just wouldn't work, you know. In sports, I was good at it. I worked hard at it, I had a lot of passion for it, but was I the number one stud in the no, right? That I work super hard, no, because I think about it now compared to what I do with business, right? And how I operate. But the net net is I had a strong faith in God. And I had a strong, strong focus and belief that if I really want to do it and I ask and I seek and I get the wisdom of God and the intelligence of the Holy Spirit, that I could accomplish anything. Um and I knew my faith at a very young age. Okay, and I just I just had that belief, I'd had that confidence. Now, the lived experience, you know, my father was a sales guy, and he sold everything from real estate to different items and and artifacts at festivals, right? Because he had a business where he would import things and then we would sell them, right? I I, you know, I seen a man walk into a room where nobody knows who he is, and everybody left with a product that he sold. So because of that, also and seeing it, and then also then doing it, and he always would say, Go. He would he would frint. I'll give you an example. There'll be a soccer game in New York, the meadows, right? Let's say Brazil would be playing USA friendly game. We'd go. He'd call his contacts in Peru, he'd ordered Brazilian keychains with the soccer ball and the Brazilian flag on it. He'd paid five cents for each keychain. He'd bring in four or five thousand of them. There'll be two dollars each. He'd I'm seven, eight years old. He'd give me a bag, hold it with like two, three hundred of them, go up and down the stadium, buy yourself, and like if I'm selling sodas, right? You know, like the people who sell at stadiums, you know, drinks, you know, beer, whatever, and sell them for two dollars a pop. And I'd come go up, come back down, empty. Go back up the next one, come back down, empty. Right. And we walk out of there with eight grand cash in a day and watch the game. Right? But I I knew at that young age, but I experienced it. And you know, well, then then now you tie that into, and because of that too, I knew I was always gonna make money, right? That experience always I'm gonna make money. I know I can make money. But uh, you tie that into I had something that people wanted, it brought joy and it was a value. It was at a moment of great intensity and desire, right? Boom, it worked out. So I knew okay, this is this makes sense, and I saw what the cash did, right? It also made my family happy, right? In terms of that. So it was uh kind of a win-win approach to how I saw things. But why do you think confidence?

SPEAKER_01 19:46

No, no, no, it's good, no, it's interesting because and you came around to it. A lot of it came from your father. Yeah, you had a great dad. Yeah, very much so.

SPEAKER_00 19:54

He's he was uh I always say my father is an A plus father when it comes to um, you know, being with your sons, and because my brother and I we were two, we and it was being with your sons and um really making sure you're there for them all the time. Now, I would say great father there, and he's a great man, and he's battling you know different things right now with cancer and all that. Um as a husband now, as a father myself, and as a husband now, I see him like, you know what, my mother was right sometimes, right? He was a great father, probably not the best husband because he's just more of a great father, and thinking about how his upbringing was, his father was amazing, but not as amazing as my father was in many ways. So he wanted to give me more than what he didn't get, right? Yeah, and now I see myself giving my family more than what I didn't get, which was more stability and more, you know, ability through, you know, and how to enjoy life in different ways, right? My father would, this is my father, and I'll tell it to him right in front of him, and if he watches this, he'll hear it and he'll know it too. This is my father. He's got a real estate transaction that he's gonna make twenty thousand dollars for at six o'clock. But if his son says to him, Come play soccer with me, he'll stop. You gotta take your time. I've never cried in the podcast.

SPEAKER_01 21:33

Just so you know, my goal is to get everyone to shit here. That's why I'm digging in about dad right now.

SPEAKER_00 21:39

This guy's going through cancer and stuff, but yeah, no, not he will he will lose a deal to make sure his son was playing. You know, and so I won't do that. But I won't do that because then at the same time, he'll have to figure out how.

SPEAKER_01 22:00

gonna take care of all the other responsibilities that a man needs to take care of and sometimes he would struggle there and it would and and and that pain that I experienced as well growing up I said to myself and I will never I will never ever allow myself my family to be in a situation where you know they they have any kind of setbacks financially um it doesn't mean we're taking over the world it doesn't mean we're owning everything it doesn't mean we get to fly first class everywhere but you know what we're gonna experience everything that we want to experience and we're gonna do whatever we can how'd you make me cry what is wrong this is good no I listen man this is uh you know this is all healthy crying dude I I you know let me ask your opinion on this you know because I'm about to be a father and I grew up without a father you know and I'm not saying you know I'm just stating facts I'm not saying I had it harder easier just just stating facts but I didn't get to observe what a father is right so I'm kind of going into to fatherhood a little blind right of course I know what a parent is but I didn't have anything to model after my mother never brought a man home there was never never called anybody dad so I'm really winging it how how do I and I'm asking you for your advice here for your consultation I I want to make a billion dollar company and I know I can do it um and you know at least a billion dollar evaluation is what I'm getting at. Would I settle for half a billion probably sure but for how does a guy like me that wants to take on the world also never miss my soon to be daughter's recital what is that balance between being a provider an earner an example setter and then you know not missing not missing Johnny's basketball I love that question.

SPEAKER_00 24:11

Yeah I love that question and I'm gonna give you the answer that most people will go towards systems people you know if you can't walk away from your business then you don't have the right you know operating system um and all of that is true in many ways I have I'm gonna answer this question in a few different ways number one I live off of four F's my first F is faith. Without faith I can't accomplish anything in this world anything I can't be the father the business owner the Christian the citizen the human that I want to be my second F, people go family, right? No fitness without my health, I can't be the father, the business owner, the brother, the son, the Christian that I want to be the third F, family finances without my finances in order, right? For my company, for my people, for everybody, I can't be the father, the leader and all that try to go home and be a father to your daughter but then also at the same time think how am I going to make payroll? Yeah it's not gonna work out tea time is going to be bear time. It's not gonna work out it's gonna be very difficult. Try to tell your wife how beautiful she is and sit down and hold her hand and how you want to just enjoy a nice little TV show and let's talk and let's hang out and let's go make love and all whatever it is but your top sales guy is ready to quit your number one client that's 42% of your revenue is ready to walk away it's not gonna happen. It's just not and you're gonna be you know there in person but not there in all areas that you need to be so faith fitness finances and then family. Those are my four F's right so you have those now let's define what what it is that we want to do in life. What it's not about and I know you enough to know that you live a very beautiful life and you're also very humble in nature in many ways. So you don't want to build a billion dollar company in valuation because you want to get that extra house on the water or be uh what do they call it now in New York what our great Mandami calls it a Piadetta or something like that. You want to just have properties everywhere to be taxed not the inspiration by any means. You bring great value to the marketplace and you know that if you continue to grow your business and you bring a great work environment and great opportunities for your employees and great you're bringing the greater good and if God's blessed you with this ability to be a leader with this vision to grow with a great service and a great product then to me it's not like your choice it's your obligation it's your duty to build this business to the next level so that everybody can walk away with a healthy check when that day comes and live the life that they desire the life that they deserve the life that they work hard for that all being said that desire was given to you that goal was given to you that in that that commitment that you have you committed yourself to that so now you have to find yourself getting to that point or else it's going to eat you up inside and it's going to bother you because you're gonna know 10 years from now when your daughter's 10 years old 12 years from now 15 years from now if you showed up to every game every recital every ballet every event every pickup every drop off what if I didn't could I have built this your duty of course is to be the best father that God's given you a daughter for you have to do that. But also he made you the CEO that you are so you have to be a father a leader to your employees as well now here comes the reason why do most parents want to be at every event fathers I want to be at my daughter's recitals. I want to be at all her soccer games first off recitals are once a year maybe twice a year if you can't schedule that it's your fault. Yeah schedule the damn recital I mean schedule the thing right oh but what about all the little after school activities? Pick and choose all the soccer games sometimes there's some that are during the day I can't make it okay it's not it's okay to not make it but what do you mean most people want to be there because they're afraid to let their child down.

SPEAKER_01 28:31

Okay.

SPEAKER_00 28:32

They don't want to miss it because they want to feel good about it but at the same time I just don't want her to think that I missed this. I don't want her to feel so I don't I don't want to feel bad. I don't want my wife and I we grew up in the faith we raised our family in the faith we are very we pray all the time we pray our rosary we're Catholic we pay the rosary almost every night we try not to miss it as a family. When I couldn't make what would be considered an important event without me having to ever tell her you know the concept of edification right edify when leaders in the room when you're not in the room and when you are in the room all that first thing she would say your dad's so proud of you she would text me I would text back how do you do he did great how did Jonathan do how did Veronica do how did he great by the way your dad's so proud of you he wished he could be there he's working very hard for the family very hard and you know how much they need him in the office right now but he wishes he could be here but he's so happy he can't wait to see you. He loves you that support that my wife did that's why I love my wife to pieces that well for many reasons but I do you think my kids ever felt that they missed me at a place never never because she always made a a concertive effort to know they allow them to know that I was present in one way shape or form if it wasn't for daddy's hard work mommy wouldn't be here mommy would have to be working too right it's so crazy you mentioned that's powerful by the way it's so crazy you mentioned that it's so crazy and here's why my daughter's now 20 some odd years old 21 and she graduated she's 22 now oh she was born gosh she's gonna be 22 yeah I think she's 22 now yeah she was born 2003 August 2003 yeah she's gonna be 22 yeah she's 22 she's gonna be 23 oh my gosh time flies she doesn't know this but my wife told me and maybe she'll hear this and I'm sure she'll know this because she works with me as well doing some of my social media right and she says um you know mommy you know she's also very ahead of herself very ahead of her years in terms of what she wants in life from from a partner from a husband right very faith based she wants somebody who loves to travel and is very goal oriented right she wants to be a stay-home mom she wants to raise her kids she feels like that's her duty that's her calling right more so and support her husband in every way shape or form the way my my wife and I she says Money I'm I'm having a hard time out there finding somebody why is that I'm trying to find daddy greatest compliment wow oh got you again I mean I'm two for two greatest compliment I love it and your daughter because you're gonna have a daughter yeah right I always say to my wife your son why am I such a sap today your son has you have to be the woman he he's got to fall in love with you first I fell in love with my my first one fell in love with my mother right my mother's my mother right that's I'm I mean I love my mother that's the first woman I loved the first man your daughter has to love is you when your daughter falls in love with you when she is in love with her father she won't seek the love of a man at a young age the attention the need and I'm proud to say that as I see my daughters I've been so blessed because they love daddy they want to be with daddy I'm not dad I'm daddy they want to hold daddy's hand in public they want to walk with daddy they want to they fight to dance with daddy with mommy they move my turn oh it's my turn and they just absolutely you know love me and and I've never had to be concerned about them with boys out there because they just felt the they would feel pity they would feel bad sometimes with some of the people that they would meet with sometimes their friends like the desire at 16 at 17 at sophomore junior year of all this boy attention you'd be like why are you doing that and then you start seeing the home relationship and you're like you pray for them you start being concerned you're like I can see it you know so I always wanted to make sure my children fell in love with me my daughters were always you know and I we as much as possible and I'm not the best dad trust me there's many many whims I sit back and I go why did I say that why did I do that? Why did I say that you know but that's the beautiful thing about also trying and talent going back and saying you know what I'm sorry I shouldn't have said it that way or I shouldn't have said this or I shouldn't have you know you know spoken that loud about this.

SPEAKER_01 33:13

What's your older daughter's name? Veronica Veronica Veronica younger daughter Leah and then Jonathan and then Jonathan yeah yeah um I think you know it's interesting the the the main theme I'm as I'm hearing you talk you're obviously your four F's those are great um and I like that I I'm gonna keep I'm gonna steal a lot of your stuff I love sale I love the four F's so if you catch me plagiarizing this stuff awesome is it greatest compliment let's go yeah let's go it's great um I I think obviously our job as a as a as a man is is to provide right it is to provide and one of the things that I learned early was you know I'm running this business and I I have so much going on that Alexis was not feeling good in her first trimester she was feeling terrible and she was sick as a dog just throwing up and she felt like she had the flu and I felt terrible leaving her you know and and and what I realized was that there were times that as a as a man if I have to make the decision between being a provider which I have to come here and run this eight figure business or sit at home and cuddle with my my wife I I felt bad I really did but I know the best thing for her and for my future is to take my ass to work she's okay it's not like she's deathly sick she's just first trimester sick so I can see where as my daughter you know reaches uh three four five years old if it's the choice between being a provider or spending time with my daughter the selfish thing is to spend the time with my daughter right and and I will spend time with her but if that big client calls that that's 42% of our business I I gotta get on that plane. Yeah you know and uh it doesn't make you a bad father it makes you a great father.

SPEAKER_00 35:16

A great father yeah and that I had to come to grips with you know at a very young age um and and and again so I said I was gonna re go back to one of the things I mentioned I told my wife when we met I knew I wanted to marry her right away at a young age right we met six weeks later we're engaged six months later we're married. Wow yeah and when we were dating for those few hours before we got engaged um I told her here's what I look for number one I want to raise our family in the faith I want to raise our family in the faith and she's Catholic as well and she agreed number two I never want to compete for your attention and your schedule for with a man a man's schedule not man human if my wife has to go to work if she has to go I have to compete against another human schedule meaning they're gonna impose their need of her attention and time regardless what that is so I said you know if you're career driven if you're so career focused um and she was young too right I was 20 and she was 23 I said um I love you I'm sorry you know this is cool but it won't work for me right I want I want to know that you could you could be my right person my right hand I could count on you all the time the kids will always be taking care of the house me you like if that's okay with you I'll always make sure that you never have to work a day in your life right and I said this at 20 right you'll never have to work a day in your life I said um but the last thing also and she loved it all the last thing I never ever want you to make me feel like I have to apologize for making a living and define making a living it's not you know oh if you make a hundred thousand oh when you make two hundred thousand oh when you make three hundred thousand oh when you make a half a million oh when you make seven oh when you make one point five the living is defined based on the standards and the goals and the bar that I continue to raise for myself for our family for whatever I'm doing. Now I'm 20 at the time and she says I 100% support you along the way I'm in this. Now she took a leap of faith right yeah um and so did I and obviously it worked out for the for the greater good so far and and and I know we'll be so far 24 you're 24 years in. Yeah I think you're doing pretty solid yeah we're very happy and and look we always work on it but if it wasn't for faith and our commitment to that I mean it'd be very hard to me faith is what allows us to go through everything right and the love that we have and it's work and you got to work towards it right you got to work towards it. But yeah I love it.

SPEAKER_01 38:09

You know Alexis and I as of last July are are proud to call ourselves Christians by the way right congratulations yeah thank you that was that was like a big um obviously a huge moment you know we started doing Bible studies and you know the we have such a new circle of friends now over the past couple years and we were kind of talking to each other like wow you know isn't Johnny so great and you know Steve so great and so and so so great and we have all these friends and wow they all really just uh are very entrepreneurial um and wow they all have these conservative views you know politically and I'm not a political wacko but yes I mean heavy right um and we're like wow and all these uh you know people in this PvD community they're all wow all these men just really prop their their wives up too they're you know and they're great example setters and wow they have a great they have a great uh uh family like what and oh yeah one more thing that they have faith right they they're they're a believer whether Catholic or Christian yeah we're kind of like huh what are we what what are we missing out on and and and what we kind of realized was is that this was God putting these people in our lives right and and obviously we're attracting them for a reason too and that's all done intentionally and you know it's kind of funny because we were really going down the path and we're like you know are we are we believers and we're like yeah I think we are and uh so we went on our honeymoon last summer we just did it a little late we we got married the year prior so we did it six months after we really wanted to do it big in Europe and we're on we're on this boat in Italy uh off of the Amalfi coast and you know my wife's talking with we're both Italian my wife's talking with the the boat guy and everything and he's like oh you know what's America like and she's like oh Donald Trump he's not as crazy as it looks on the news and you know whatever like we're joking around about stuff and he goes oh yeah tell me about you guys she goes well we're yeah we're you know we're conservatives you know we're we're also um you know we live in Florida and she goes oh and and we're Christians and I was like we are we're Christians and it was it what that was like the moment right and and it was like our come like we we came out I don't know the right way to say that came out of the closet that's the worst thing to say but that's definitely not the terminology I'm looking for here but but that was our moment and uh and and it feels good and and today we're proud proud Christians Christians yes it's amazing congratulations it's amazing it is amazing and uh anybody I've told ever since you know like Tom Ellsworth when I told him that yeah he he embraced me like he he he literally called me he said my brother my brother in Christ absolutely which is cool um I know you don't have a whole lot of time but I'd love to talk about business yeah okay because I know you have a call tell me about Johnny Lee CEO of Reynoso Global Consulting to tell me a little bit about the company so I'll go back and I'll I'll take a little bit of time but I'll go back anyways and I'll say this we um when I started off in the fine I started off in the financial world I started off in healthcare health sales and then I got into the financial world of sales and like I said sales evolved sales really transformed my life the ability to move another human in the direction that I desired and bring great value and help organizations in different ways I saw it and I loved it.

SPEAKER_00 41:48

Then hit the boot the financial crisis in 2007 eight had to make a decision continue in the real estate financial space or pivot and found myself in management consulting joined the no name firm took the company from 10 million to over 128 million with the sale framework and um also many different types of you know it's not just one thing right to sit here and say it was just the framework that's nonsense right it was the framework it was a culture shift it was a sales transformation it was the ability to to know how to elevate delegate and also um really empower a team to become more and to think bigger so it was a whole transformational leadership shift and we really grew the company and then I exited that company and I started C-level partners that was the my first true entrepreneurial I had many different small businesses prior to January of 2014 launched C Level Partners took my best guy with me from that firm we launched this company and the idea was how do we help what we did with this consulting firm how we were able to really transform and grow it how do we take this go-to-market approach that's industry agnostic and bring it to other industries to other companies SaaS was booming right all that so we took off and we started working with consulting firms SaaS companies and it went fantastic and we continue to have that firm it's going great and we've grown it right seven plus figures and then some so the key thing was you know from there two years in one of our clients says to me great meetings great support love you guys but we're gonna have to stop why we're not converting enough well what's going on well we're going to these meetings and this is not happening we're not getting the next step so I started look can I can I sit into one of your meetings and that's where just my desire to help people and love to train I said well can we figure out how you're doing this can we we have to Bam fan we have to book a meeting from a meeting we have to you know are we quantifying needs are we doing a needs analysis are we actually listening to understand are we listening to reply or are we listening to understand are we are we trying to go through the process of when they give you an objection are we rebuttalling it or are we actually you know reacting towards it my react repeat empathize ask close and be thankful right that's the approach we want to do was empathize disarm your prospect lead them. So She says, You gotta come in. I fly over to Chicago and I just threw a number out there. She's like, What would it cost me to come in and put a two-day training? I want to bring everybody together. I said, Well, it depends. She says, you know, I said, I gotta pay for you gotta, you know, I'm thinking of myself, right? You gotta pay for my flight. Of course. Okay. Um 25,000. This is 26, this is 2016 for two days. She goes, is that including travel? I said, yeah. She goes, okay. So I send over, I get 25 grand. I ACH'd right to me, but the training doesn't even start, and the training's next month. So I'm like, what the freak just happened here? This is cool. Get out there, dog and pony it. Fantastic job. They loved it. Sales goes up 19%. Right. Now walk away from there. I realize again, now this is C-level partners, right? And now I'm doing this. This is my thing, right? My coaching. I go six weeks, seven weeks later, I get a call back. We're back down again. Not as much, but we're back down a little bit again. Can you come out again and do it again? So she's like, just send me the contract. So I go back out there three months later. I do it again. Can you come every three months? So then I go, no. At some point, the answer is no. I'm not gonna put the same training on every three months, right? 80% of the people are still there. They really not have a lot of turn. I got to focus on mindset now, because that's really the thing I want to focus on. And then this was the birth of Reynoso Global Consulting. The whole idea was wait a minute here. We could be great at getting new meetings, but I want to really impact and change the fabric of our clients as well and help them understand that it's possible. That, you know, because we all start a business to do something, right? We start it because we want to grow it, we want to empower people, we want to hire people, we want to make more money, we want to have more freedom. They say have more freedom. Who has more freedom when you start a business? But there's all these things, why, right? So my belief is, you know, I I love Les Brown and I love my faith, and I love listening to motivational speakers. And Les Brown has this thing in the Georgia Dome when he spoke. He says, um, what I fear most is not accomplishing what I'm supposed to do, what I'm supposed to accomplish. And he talks about how in your deathbed, if you don't accomplish your goals, if you don't accomplish your dreams, if you don't do what you're supposed to do in your deathbed when you're holding your wife's hand and your children are there and you're trying to see them, you can't. And I was waiting for like, why you have glaucoma? Like, what the heck's going on? Why can't you see them? Yeah, because the spirits and the ghosts of the dreams that you had come in between you and your loved ones, and they're yelling at you. Saying, only you, Eric, have the ability to get me to a half a billion. Only you, Eric, had the ability to hire 20, 30, 40, 50,000 employees. Only you, Eric, had the vision that I gave you, and you didn't do it because you were lazy, and now you want to go in peace? No, you're not. And that stuck with me. And that was what moved me most, and that's where I said, God has given me a chance to take engineers. The people who, when you ask an engineer, you know, what's your name? My name's Eric. What do you do? I'm an engineer. Oh, it's like that's their that's it's them, it's their fabric. I'm an engineer. And I say, so no, but what do you do for a living? I'm an engineer. That means nothing to me. What do you do? Oh, I work for Doom. I do that. Okay, oh, now all of a sudden there's all this. Why do you go to write I'm an engineer? Most of these people, they just feel like that's who they are. That's that's them. They're numbers driven, they're analytical, they do this. When you start asking a million questions, like you're not, you're you were born a boy. Your birth certificate doesn't say, Eric, eight pounds, 12 ounces, this inch, how many inches? Engineer. It says boy, right? Not engineer. So you decided to say you're an engineer. That's your profession. Fine, okay, I get it. But let's talk about. I've taken engineers that wanted to start their own business, they wanted to get into sales, and they're sales rock stars. Not because they're not salespeople, because people say, Oh, you have to be a salesperson to be in sales. No, you don't.

SPEAKER_01 48:15

Yeah, I agree.

SPEAKER_00 48:16

You have to have vision, passion. What do you want to do? What, what's, you know, the other day I was talking to somebody who says, Well, I'm not a salesperson. What it, what are you? I'm a consultant and I'm a I'm building a consulting team and I need to sell more services, but it's hard because I'm not a salesperson. I go, Well, why do you want to be a consultant? Because all these firms out there suck. Well, why do you want to be better than them? Because they're all bad and they're not doing a good job. Why aren't they doing a good job? Because they don't give the same value. They lie, they say they're gonna give you this ROI, they don't, they try to, you know, charge more, they do this, they do that, and there's this injustice in the space, and I want to do so. I'm like, okay, so that passion right there, that's sales. When you're talking to a client, you got to say, not let me explain to you how I can help you get. Let me explain to you why I started my business and why I'm so passionate about it. And then you tell me if you want to work with a company like mine. Tell that story. That's sales, right? So sales is the passion, right? It's that ability. So Reno So Global was to me, it was like God's calling to me, because at that same time that I heard that, this was happening with me with Reynolds with with this training. And then Harvard Business Review had a study that came out that said most businesses fail, not because they can't sell, not because they don't have a great product or service, rather, not because they don't have access to liquidity, because they don't know how to sell. They just don't know how to sell. And I'm like, gosh, I have helped so many people sell. I have to do more with this. And that was my passion behind Reno So Global Consultant. Wow.

SPEAKER_01 49:39

This is good. I think um last thing that I want to touch on, I think this this is like the biggest selling point, I think, for you and your and your business. There's so many ways to try to grow your business, right? Through marketing or through um, you know, even when you do marketing, you're kind of relying on something else. Like you're like it, let's say you're doing meta-ads, the the system is a little funky sometimes, and sometimes your account can get not excuse me, not necessarily hacked, but sometimes it can have glitches, and you got to get on the phone with a rep to you know deal with your meta account. Same thing with Google, it can get a little fickety sometimes, and sometimes it's not stabilized. Um, if you're buying leads, if you're an insurance agent and you're buying leads from another company, you never know that company could go out of business, right? Like there's there's so many ways to get business, but unfortunately, you're relying on some other entity's ability or results. Dude, what I love about cold calling, referrals, persuade, selling, dude, you can take control. Yeah you know, and and I think I believe that moving forward with with AI, like the infusion of AI, I just think that there's gonna be a lot of winners and losers in a lot of ways. But dude, if you have the ability as a business person or a company to put control into your own hands and and do cold outreach and understand sale, right? Speak authoritatively, listen empathetically, you can keep control of your sales results.

SPEAKER_00 51:23

Absolutely, right? 100%, 100%. I think it's a it's an omni-channel approach. I think if you're in business today and you don't have a great digital presence, if you don't have a great digital marketing strategy, if your business allows you to have it, if it makes sense to have a great print advertising strategy, and then you combine that, if you don't combine all those efforts that will drive inbound with a great outbound strategy, you're leaving so much money on the table. So much money on the table. And lastly, I'll say this it's all about the touch points. If if if I'm targeting a certain segment of the population and they get a few of my emails, don't reply. They see a few of my Facebook ads, don't reply. But now I get to call them and move them emotionally through my words because my words and my tonality will create certainty, and I'll transfer that emotion of certainty to you. It's a win-win-win. Because now they're gonna say the trifecta approach. Oh, wait, I saw your ad. Yeah, I got your email. Boom. Now you go through that emotional channel of winning them with your tonality. Forget it. Your business is gonna explode.

SPEAKER_01 52:25

I'm living proof. I specifically run ads here in Boca, and sometimes people don't click on them or respond to them. But when my salespeople do an outreach, they go, Oh, is your CEO the big guy with the beard? Yeah, I see his ad all the time. Yeah, right. So, but it took the outreach. Absolutely. You know what I'm saying? You have to have it in today's world, you have to have it for sure. Do me a favor, just because I know you got a couple minutes here, take that handsome face of yours with that amazing hair, look into the camera, and uh if somebody wanted to learn more about your company and or companies, who should reach out to you and then where can they find you?

SPEAKER_00 53:00

Right. If you're a business owner and you're looking to take your business and your sales team to the next level, okay, you have to reach out. Go to www.seelevelpartners.com, go through our website, put an inquiry, or you could check me out on Instagram, Johnny Lee Reynoso. You could check me out, J-O-H-N-N-Y with the hyphen L E E Reynoso. I'm on Instagram, Facebook. You also check me out on YouTube. But go to CLevelpartners.com or go to Johnny Leeraynoso.com, put in an inquiry. One of our consultants will reach out to you, but only if you're looking to take your business to the next level. If you want some ideas and whatnot, we could go through strategy sessions. But if you're really ready to take your business to the next level, right? From where you are to where you want to be, reach out and we'll make sure those goals come true.

SPEAKER_01 53:44

Guys, certified badass here. I will 100% put a stamp on Johnny Lee's business. I've seen him in action with a company that he's doing consulting sales leadership for, and he's having a tremendous impact. I can guarantee you he'll do the same for you. Thanks again. Make sure to like and subscribe. We'll see you again.