Я провалил рекорд Гиннесса. Вот чему меня научил этот провал — Transcript

Full transcript

1. 0:03And what you are doing now, negotiating
2. 0:05over the phone, really helps you grow
3. 0:07if you speak not like a soldier, but at
4. 0:10least like a junior officer. We wanted
5. 0:12to host the largest training event in
6. 0:14the world. A Guinness World Records
7. 0:15representative was online. They were
8. 0:17waiting for it all, and everything just
9. 0:18went down. I was advised to look for a
10. 0:20job, so I went to look for a job and
11. 0:23ended up defending my two companies.
12. 0:27What was your first job? What exactly
13. 0:30were you selling, and what city was it
14. 0:33in? I don't think you mentioned it. S
15. 0:34job, what was I selling? Where? Ah, my
16. 0:37first job, uh, well, let’s not count
17. 0:40the one at age 10. At age 10, I sold
18. 0:42shirts at a market with my mom. My mom
19. 0:44is a music teacher, but in the nineties
20. 0:45, they were paid very little. She was
21. 0:47forced to trade there. Otherwise, my
22. 0:48first real job was conducting social
23. 0:49surveys, going door to door. It’s
24. 0:51like cold calling, people just opened
25. 0:52their doors. I wanted to sell corn
26. 0:53sticks. Another one of my first jobs
27. 0:55involved outgoing calls. I actually
28. 0:57made a deal, by the way, but then I
29. 0:58backed out myself. That was my first
30. 1:00entrepreneurial experience. But
31. 1:01seriously, officially, really
32. 1:02officially, was the recruitment agency
33. 1:04I talked about, but before that first
34. 1:05job, there were a bunch of different
35. 1:06side gigs. And where was that? The city
36. 1:08of Nizhny Novgorod.
37. 1:09Okay, thank you very much.
38. 1:10Uh-huh. Thank you. Give a round of
39. 1:12applause for that question. And it
40. 1:14seemed interesting to you too. I want
41. 1:17to say that the experience of
42. 1:18negotiating when you work with people
43. 1:20who don't need anything—well, you
44. 1:22know, when they opened doors for me—
45. 1:24it’s an incredibly cool thing. And
46. 1:27what you are doing now, negotiating
47. 1:29over the phone, really helps you grow
48. 1:32if you speak not like a soldier, but at
49. 1:35least like a junior officer. Meaning,
50. 1:37you’ve already seen a bit of life.
51. 1:39When you say, "Everything is standard,
52. 1:41just a soldier," it burns you out. But
53. 1:43when you are gentle, interesting, and
54. 1:45fluid, that’s when you live more
55. 1:47comfortably. Then you have a girlfriend
56. 1:49, and money for an iPhone. Well, you
57. 1:50get it, right?
58. 1:51Please, next question. Any.
59. 1:53Have you ever experienced burnout? If
60. 1:55so, how did you cope?
61. 1:57Very little. I recall it happening very
62. 2:01rarely. Usually, you cope with burnout.
63. 2:03Well, what helped me? Like I said, it
64. 2:05was when I created the recruitment
65. 2:06agency Tomkhan—that’s one of my
66. 2:08businesses. I actually have three main
67. 2:10directions. Tomkhan recruitment agency,
68. 2:11Yakubonsulting. We build sales
69. 2:13departments, we offer Sales Managers
70. 2:15for rent, and we have a sales academy.
71. 2:17We provide training in sales,
72. 2:18negotiations, and we write scripts for
73. 2:20company quality control departments.
74. 2:21And the third one is Derz, a
75. 2:23kindergarten. Those are the three
76. 2:24vectors. Well, burnout happened back at
77. 2:26that hunt, when everything was exactly
78. 2:28the same for me. Why did I hint at
79. 2:29burnout to you today, among other
80. 2:31things? "Everything is the same" is
81. 2:33when you go to work, talk to employees,
82. 2:35solve similar issues, come home, have
83. 2:37tea, coffee, sleep, eat, and then it's
84. 2:40the same thing all over again, and
85. 2:41nothing changes. In that sense, in my
86. 2:44job, which has a lot of dynamics, many
87. 2:46different people, and travel, people
88. 2:48ask me: "How do you handle it?"
89. 2:50There’s so much going on. But it is
90. 2:51interesting, honestly. You come up to
91. 2:53me to take photos, and we discuss
92. 2:55different topics. Today it's Sovcombank
93. 2:58; tomorrow I’m flying to Kirov for an
94. 3:00open event, plus a large group of
95. 3:01people from the city gathered. Then
96. 3:04there will be an event in St.
97. 3:05Petersburg, an open event in Ufa, and
98. 3:06then a private event for a developer.
99. 3:08Well, it's all so different. So, people
100. 3:10burn out for two main reasons. If we
101. 3:13don't count health, I mean, the basic
102. 3:15functional things. First, they just
103. 3:18perform the same work in the same way.
104. 3:21But pay attention, the work itself is
105. 3:22identical. My work is also identical. I
106. 3:24could flip through the same
107. 3:25presentation for you, but if I perform
108. 3:26it in the same way, I will burn out,
109. 3:28even though the cities change. Well,
110. 3:30you as clients change, yours change as
111. 3:31well. So, you have no right to perform
112. 3:33it the same way. The base is the same
113. 3:35—the scripts, objections, everything
114. 3:37we agreed on. I follow this scheme.
115. 3:39This is already the third city with
116. 3:41your company. But, well, I
117. 3:43intentionally do not perform it the
118. 3:44same way. Uh, well, I would say two
119. 3:46things. First, do not perform your work
120. 3:48in the same way. And second, you
121. 3:50yourself must speak and negotiate with
122. 3:52clients in a way that you gain some
123. 3:53knowledge or hear some stories every
124. 3:55single day. You have to find it cool
125. 3:58and interesting yourself. If you aren't
126. 4:00interested, then you won't be able to
127. 4:02handle that first point either.
128. 4:04Hello everyone. My name is Dzhemilya.
129. 4:06How long have you been teaching?
130. 4:09Since 1982, when I was born.
131. 4:12And how did you come to this?
132. 4:15How I teach, how I came to it. I have a
133. 4:17basic economic education, a law degree,
134. 4:18and also from the Higher School of
135. 4:20Economics. I spent a lot of time
136. 4:21studying myself, but then I realized
137. 4:23that the best way to learn is actually
138. 4:24to teach someone else, provided you
139. 4:26really know your stuff, of course, and
140. 4:27aren't just some infobusiness guru
141. 4:28chatting about a topic found online.
142. 4:30ChatGPT helped. First, just as an
143. 4:32example. I was 20 years old when I
144. 4:34started working at a recruitment agency
145. 4:35. At 21, I began giving talks at
146. 4:37universities. At universities, on a
147. 4:40topic I knew well, what do you think it
148. 4:42was? How to write a resume, how to ace
149. 4:44an interview. I really mastered it in a
150. 4:45year. And then, after two or three
151. 4:47years, I was just clicking through it.
152. 4:49I even had a Moscow program we did, "
153. 4:51Personnel Decide," where I was a
154. 4:52co-host, so, well, that was my first
155. 4:54experience. I knew how to speak on two
156. 4:58topics. Everything about resumes and
157. 5:01interviews, and everything regarding
158. 5:03public speaking, because I had also
159. 5:04taken a course on public speaking.
160. 5:06That's how it was. So, if I were in
161. 5:09your shoes, say, for example, I work as
162. 5:11a bank employee, well, I’m
163. 5:13knowledgeable about financial literacy,
164. 5:15right? You do understand it, don't you?
165. 5:17Well, financial literacy in terms of
166. 5:19how to refinance, how to talk to banks,
167. 5:22insurance, non-insurance, and extra
168. 5:24products. But in general, if I really
169. 5:26wanted to, I would go to universities,
170. 5:28make arrangements, say, with the
171. 5:30finance department or the economics
172. 5:32faculty, and maybe give a half-hour
173. 5:33talk alongside a professor. I think
174. 5:36it’s a good cause; you're a real
175. 5:37practitioner, and they would accept you
176. 5:39; for many years I wasn't paid, but
177. 5:41later on, they started paying me very
178. 5:43little money, 5,000 rubles. For one day
179. 5:45. Well, that’s like 10,000 today for
180. 5:47one day. Well, that's fine too. That's
181. 5:49a normal teaching rate. And I gave
182. 5:51talks, I covered time management at a
183. 5:53university, I was invited to the School
184. 5:54of Economics, and some friends invited
185. 5:56me to conduct them as well. And I
186. 5:58remember that invitation—the topic
187. 5:59was time management. I avoided the
188. 6:01topic of sales for a long time because
189. 6:03I personally felt that my competence in
190. 6:05sales wasn't sufficient. And when I had
191. 6:07worked for about five years, mm, I
192. 6:09started to mention the topic, and when
193. 6:12I had worked for about seven years, I
194. 6:14started conducting sales training. My
195. 6:16mind wasn't ready to have the right to
196. 6:18teach sales. That’s what I believed.
197. 6:20That is a journey of awareness. So, you
198. 6:22give yourself permission, knowing that
199. 6:24you’re truly in the loop and have
200. 6:25spent a long time mastering the topic
201. 6:27—go ahead, speak up, and help people.
202. 6:28Thank you. Thank you so much.
203. 6:32Dear managers and entrepreneurs, I know
204. 6:34you are interested in growing your
205. 6:36sales department. And if you are
206. 6:38interested in the right kind of speed,
207. 6:40to ensure you maintain a high pace, my
208. 6:43team and I have decided to prepare the
209. 6:45top algorithms, rules, and methods for
210. 6:47you, which you can collect and download
211. 6:50via the link below. These are 28 files
212. 6:53that will help you grow and achieve
213. 6:56maximum results. Download them, learn
214. 6:58more about motivation, scripts, and
215. 7:00handling objections. And may your
216. 7:02company grow stronger, and may your
217. 7:04speed reach this level of momentum. You
218. 7:07need to get more done, keep moving,
219. 7:09charge up your team, and get charged
220. 7:11yourself with the right, powerful,
221. 7:14intellectual knowledge that will
222. 7:16provide more speed and power.
223. 7:20A few years ago, you registered for a
224. 7:22training session for the Guinness World
225. 7:25Records. I thought you’d say years
226. 7:27ago. You just...I was present at that
227. 7:29training.
228. 7:30Online.
229. 7:31Yes, it was online. It was, yes it was.
230. 7:33But was the record officially recorded?
231. 7:34Twenty-first or twentieth year, roughly
232. 7:36then, maybe a bit earlier. In short, we
233. 7:38wanted to conduct the largest training
234. 7:40in the world, an online training. We
235. 7:42needed to gather 18,000 people or more.
236. 7:45There were that many registered,
237. 7:47right? We had probably around 30,000
238. 7:49registered. And we started hosting it
239. 7:53on a platform, a Russian platform, and
240. 7:55as you remember, if you were a witness,
241. 7:57we reached 15,000, 16,000, 17,000, and
242. 7:59everything crashed. We tried again. You
243. 8:02were there, right? You remember, again,
244. 8:0515th, 16th, around 15,000, it crashed
245. 8:07again. A representative from the
246. 8:08Guinness Book of Records was there
247. 8:10online, waiting for all of this. And as
248. 8:12a result, we reached 17,000; we were
249. 8:141,000 short. The platform couldn't
250. 8:15handle that many people. I was the
251. 8:17speaker there, I was leading the whole
252. 8:19thing. And we were doing it, I think,
253. 8:21for 3 hours without a break. I was
254. 8:22talking, talking, talking, talking,
255. 8:24just to keep the people there. And as
256. 8:25you can see, I know how to hold
257. 8:27people's attention, but the platform
258. 8:29didn't. Anyway, as a result, we didn't
259. 8:31succeed. We remained nominees; I am a
260. 8:33nominee for the Guinness World Records,
261. 8:35but I am not a record holder, I didn't
262. 8:36make it into the Guinness Book of
263. 8:38Records because the platform couldn't
264. 8:40handle it. They apologized later and
265. 8:41offered to refund the money. How do I
266. 8:43put this...what money? I mean, we had
267. 8:45been putting this together for several
268. 8:47months with our partners. There was a
269. 8:48cosmetic company involved, you know.
270. 8:50And so, it didn't work out. Do you
271. 8:52think we were upset? Yes, of course, we
272. 8:54were upset, but not too much. But it
273. 8:56was cool. We remained nominees. An
274. 8:58interesting case where the technology
275. 9:00couldn't keep up. There were some other
276. 9:01circumstances there as well. They
277. 9:02didn't tell us about them. That same
278. 9:03day, they were hosting someone else's
279. 9:05webinar for 5,000 people. So, they
280. 9:07really didn't calculate the technical
281. 9:09side, even though we warned them. Well,
282. 9:10that's how that story went. It happens.
283. 9:12Moving on. Thanks for the question.
284. 9:15That was funny. How much does handling
285. 9:18objections actually boost sales? I mean
286. 9:20, how much can it really influence
287. 9:23sales?
288. 9:23No, no, no, what are you saying? I was
289. 9:25just paid to chat, come on, thanks.
290. 9:27You're asking such a question.
291. 9:29No, I really want to know how much
292. 9:31growth to expect in terms of my metrics
293. 9:33.
294. 9:33Mhm.
295. 9:34And in this, of course, I understand
296. 9:35that it's all individual.
297. 9:37You know, regarding objections, if you
298. 9:39talk to clients in a way that they
299. 9:40don't even have time to come up with an
300. 9:42objection, that's top-tier work, when
301. 9:44they feel comfortable. Exactly. You
302. 9:46need to reach that level. If you're not
303. 9:48doing so well, then you just get
304. 9:50objections. If you're doing poorly,
305. 9:51then they throw objections at you, and
306. 9:53then they say, "I'll think about it."
307. 9:54You need to move through these levels.
308. 9:56Well, logically, purely based on
309. 9:58conversion. If there are more
310. 9:59objections, there are fewer agreements,
311. 10:02fewer proper rebuttals, less ease, less
312. 10:04of that friendliness and our techniques
313. 10:06—starting with arguments, starting
314. 10:08with support—then things just don't
315. 10:10click. That's why we took measurements
316. 10:12in some companies. I know, for example,
317. 10:14I have clients in the services sector
318. 10:16too. Let me give you an example from
319. 10:17services. Insurance, especially since
320. 10:18we mentioned insurance companies
321. 10:19earlier. The company, do you know them?
322. 10:21I've been working with them for 11
323. 10:22months in the VHI (Voluntary Health
324. 10:24Insurance) department. We had four
325. 10:26two-day events in Moscow. And in a few
326. 10:30days, there will be the eleventh online
327. 10:32meeting. That is the entire scope for
328. 10:33now. We didn't have consulting, we
329. 10:35didn't write scripts for them. That's
330. 10:36it. But everything we did, I was
331. 10:37coaching them, pushing them, pushing
332. 10:39them, pushing them. They made—well, a
333. 10:41week ago they told me the total—they
334. 10:43made 404 million rubles. They made that
335. 10:46using this VHI approach. We talked a
336. 10:49lot about objections, just like with
337. 10:50you. It was the exact same conversation
338. 10:52. Scripts, objections, ease, mindset.
339. 10:55Though, they paid me very little, it
340. 10:56turns out. They made 400 million, paid
341. 10:58little—they need to pay more. Well,
342. 11:00okay. Anyway, I'm talking about the
343. 11:01essence. Of course, it works. And most
344. 11:03importantly, it works on your mindset,
345. 11:04on your resources, and on your
346. 11:06conversion.
347. 11:06So, there is definitely growth. By
348. 11:08about how much?
349. 11:10If you learn how to handle objections,
350. 11:13considering that in the world of sales
351. 11:16this is truly the central topic, the
352. 11:18focal point, then that really applies
353. 11:21to you. It's hard for me to say, "You
354. 11:24will earn 50%more, or 200%, or 10%." I
355. 11:26simply don't know your standards. How
356. 11:28much you manage to do, how many wins
357. 11:29you have, and how many losses. But I
358. 11:31can tell you with confidence right now,
359. 11:34let's assume that you will earn 15-20%
360. 11:37more money. I am honestly certain, this
361. 11:39is purely statistics, not just a guess.
362. 11:41But there are many other components as
363. 11:42well. If you improve those, then it
364. 11:43will be even better.
365. 11:44Okay. Thank you.
366. 11:46Thank you, Gleb.
367. 11:47So, you currently have three main
368. 11:49sources of income. You mentioned
369. 11:50consulting,
370. 11:51yes, also the market, sticks and shirts
371. 11:53. Yes.
372. 11:54And before that, well, before you
373. 11:55really got into the flow, things became
374. 11:57successful, and profits started coming
375. 11:58in. Well, what kind of experience did
376. 12:00you have before that? What kind? Before
377. 12:01the shirts?
378. 12:02No, well, before this too, before your
379. 12:05three pillars now.
380. 12:06Well, my first workplace was Tom RCG
381. 12:08Group, a recruitment agency.
382. 12:10Uh-huh.
383. 12:11I worked there for a year. Well, I’m
384. 12:13talking about hiring. And after that, a
385. 12:15year later, maybe a bit more, maybe a
386. 12:17year and a half, I was invited to Human
387. 12:19Power Strategic.
388. 12:19Could you please clarify? So that is
389. 12:21your experience in hiring, right? Well,
390. 12:23please tell us, and then, yes, and then
391. 12:25tell us about the entrepreneurial side.
392. 12:27The second one is Human Power Strategic
393. 12:28. I became a regional office director
394. 12:30at 22. After that, I was invited to MTS
395. 12:32, the management structure of MTS. I
396. 12:34oversaw seven regions in terms of
397. 12:35personnel recruitment. I was 23 years
398. 12:37old, and I worked in hiring until I was
399. 12:3925. So from age 20 to 25, for those 5
400. 12:41years, I worked in hiring. And after
401. 12:44that, when I realized that, well, okay,
402. 12:46they asked me to leave MTS...well,
403. 12:47something like that...it was a good
404. 12:49position, something...well, it just
405. 12:50happened, I’m not confrontational,
406. 12:52everything was fine, but apparently, I
407. 12:54was ambitious. It so happened that they
408. 12:57recommended I look for a job, so I went
409. 12:59to look for a job and opened my own two
410. 13:02companies: a real estate agency and a
411. 13:04recruitment agency. The recruitment
412. 13:06agency still exists today. Our real
413. 13:08estate agency, well, it worked on and
414. 13:10off, but now it’s working again too,
415. 13:12because I’m very good at this. These
416. 13:15were my base competencies, both of
417. 13:16those service areas. Uh, and then in
418. 13:19parallel, I started doing training, but
419. 13:21my main business was TomHunt. I didn't
420. 13:23have any other businesses before that.
421. 13:25And everything I created still exists
422. 13:27today. All three companies, they never
423. 13:30shut down. The only other thing I had
424. 13:31was real estate. I worked as a realtor
425. 13:33myself, then I disengaged. I ultimately
426. 13:35decided not to spread myself too thin.
427. 13:36I had a choice between the real estate
428. 13:38business or a recruitment agency. I
429. 13:39focused on the recruitment agency
430. 13:41because I liked the format, you know,
431. 13:43big offices, nice spaces, negotiating
432. 13:45with people in suits, more so than
433. 13:47working on the secondary market, as it
434. 13:49was more frequent back then. That’s
435. 13:51why, for instance, I was very drawn to
436. 13:53bank work or working with banks. I
437. 13:54remember my first client in banking was
438. 13:56Svyaz-Bank. It doesn't exist anymore.
439. 13:57One of my first ones was Svyaznoy Bank,
440. 13:59remember? It doesn't exist anymore
441. 14:00either. I worked with Rosbank for a
442. 14:02long time; it doesn't exist anymore
443. 14:04either. Rosbank is a Potanin structure.
444. 14:06At 23, I met the number one person on
445. 14:09Forbes, Vladimir Potanin. He was the
446. 14:11first billionaire I knew personally.
447. 14:13Well, you know, shook his hand. It was
448. 14:14for the show "The Candidate" on TNT
449. 14:16with Vladimir Potanin. I was just in
450. 14:19Nizhny Novgorod, a Nizhny Novgorod
451. 14:20local, I submitted an application
452. 14:21online and many people responded. Well,
453. 14:25like me, many people submitted
454. 14:26applications—12,000 people, and they
455. 14:28selected 16 participants out of 12,000.
456. 14:30It was a show. They fired each person
457. 14:32one by one. I was fired later too. A
458. 14:34short story. I'll tell it quickly now.
459. 14:35Well done. Let’s give a round of
460. 14:37applause to all the participants. Great
461. 14:38job today, super energized. I’m Kuba
462. 14:41on YouTube. I’m Kuba on YouTube.
463. 14:43I’m Kuba on YouTube. On YouTube. Ah.
464. 14:46I’m Kuba on YouTube. I’m Kuba on
465. 14:50YouTube. I’m Kuba on YouTube. On
466. 14:52YouTube. Oh.