How to Get a “Yes” Every Time. Cheri Tree’s Secret Science of Persuasion. Meet the Founder of B.A.N.K.

0:00Speaker A: Foreign. Hi, and welcome to Crush and Climb. I'm your host, Jason McLean, and today we are going to do something pretty exciting. And I can tell you right now, if you're just watching this or listening to this one for the very first time, you don't know much about the things that we do here at Crush and Climb.

0:25Speaker B: We.

0:25Speaker A: We have a fun time drinking great wine and talking about great, great subject matters. Today my guest is a author, a speaker, world renowned, awesome human being. It's the infamous, the one and the only. Round of applause, please. Sherry Tree. What's up, Sherry?

0:46Speaker B: Hi, Jason.

0:47Speaker A: How are you, my friend?

0:47Speaker B: I'm great.

0:48Speaker A: It's so good to see you here.

0:49Speaker B: Thank you.

0:50Speaker A: When I see you sometimes and you smile, you got one of those smiles that can warm a crowded room. I mean, dun, dun, dun. It's like a breeze of calm, beautiful summertime.

1:01Speaker B: Oh, I almost feel like you're describing your wine.

1:03Speaker A: I am. I am.

1:04Speaker B: Perfect.

1:05Speaker A: Oh, my God. How'd you figure that one out so fast?

1:07Speaker B: Yeah.

1:07Speaker A: Good Lord. All right, today, we're going to have a white wine today. And we picked up a bottle of Summer Breeze.

1:15Speaker B: See?

1:15Speaker A: So right here, you picked it out so good, girl. Let me tell you right now. This is Summer Breeze. This is a Grenache Blanc with a touch of beignet. So it's 85 Grenache Blanc, 15 beignet. And I know you love white wines, right? And I like making white wines for people who don't like white wines. That means those who like white wines will like them even more.

1:37Speaker B: Hear, hear.

1:37Speaker A: Hear, hear. We're rolling right here. So before we get into the whole show, I'm going to get into the idea of opening this amazing bottle of wine because I think that the best stories are told over a good bottle of vino. You agree?

1:52Speaker B: I agree.

1:52Speaker A: All right. So of all these wines that we make, have you had some Arabic before?

1:57Speaker B: I think I have. I mean, I've been a member of your winery for a while now, so all I remember is it's delicious.

2:04Speaker A: It's yummy. That's right. This one here has nice, subtle hints of apricot. Beautiful, gorgeous fruit. Forward notes that are a little bit of lemon, a little bit of peach, and they're just soft. And, you know, in the summertime, I love one of our great whites. This wine was named after the 1979 version of the song Summer Breeze by the Isley Brothers. Right? And so you know, this is not the Crosby, Stills, Nash and Young, which is a great, great, great version of it. But this one is made entirely off of the story that I had my first moment of falling in love. This was in 1987. Well, I thought I was in love. I was kind of an idiot. But, you know, 1987, I kind of felt myself falling in love. And this was a song playing on the radio and it was just smooth and silky and, man, it made my liver quiver in my shimmy, shimmy, cocoa pop.

3:00Speaker B: I love it when you shimmy, shimmy, cocoa pop.

3:04Speaker A: It was so good. Oh, yes. All right, so we're going to start off with some nice summer breeze. And we're going to get into our topic today. And my friend. Damn. Aren't we good?

3:15Speaker B: Damn, we are good.

3:18Speaker A: Cheers to you. Cheers to you. And cheers to you at home. Oh, God, it's good. Very refreshing.

3:29Speaker B: Oh, my gosh, I totally taste the apricot.

3:31Speaker A: You see it? Apricots are right there. It's nice. Little honeysuckle on the nose. Oh, it's absolutely fantastic. Nothing better than a glass of summer breeze. When you're on the boat or you're sitting outside with something.

3:46Speaker B: This is delicious. Wow.

3:48Speaker A: Yeah, I like to blow your mind. Yeah, I can do it once in a while.

3:52Speaker B: You're blowing my mind. That's why we're friends.

3:54Speaker A: Oh, my God.

3:55Speaker B: What?

3:55Speaker A: What? All right, so today, listen, I want to kind of go over something that's kind of fun and I'm glad you're on today as my co host. And the thing that's important to me is this. You know, you've written a couple of great books and I've become intimately familiar with these books. And we've got them here with us today. We've got why they Buy and we have Make People Matter and why they Buy is the very first one. And introduced the bank program, Introduced the bank system. And when I first met you, you had just had this book out for a little while and we got to know each other at the winery. And I was working for years. Took me six years to write the book Pivot to Profit. And as I'm working through it, I'm going through this back and forth of getting this program together to help people realize what they have to do if they're in some kind of a challenge or a crisis in their business, with their family, their home. And so I created the system called the Rise System. And, you know, the first part is to reckon with the wreckage. The second one is identify the core opportunities. And of course, the third part is the strategize. And as I go through in Our book and our sixth chapter, we go through it and we start explaining to people, if you're in the middle of a nightmare, you're in this crisis situation, you're in this problem, your business is failing, your marriage is failing, something is against, against the wall not working out, and you are going through pivot to profit, and you're trying to find a plan to get forward. I was amazed of what bank did for me because it got me to a place. I did this in my own business where I'm looking at people. And we have done the autopsy of our business. We figured out what we did wrong, we asked the right questions, we found what we can do better, what the challenges were, and how we can really get them in gear.

5:45Speaker B: And.

5:45Speaker A: And I gave a plan of what I thought would be the best plan to get someone in gear. But it needed the substance, it needed a hook. It needed that one simple thing that gave you the tools that you need, the perfect tools to make sure you're successful. And you invented it in the bank program. And so I would love, while we enjoy this wine, for you to take me through and take all of our listeners and our watchers too, through the idea of what bank is and how it really becomes a linchpin of your strategy to make everything else work with some degree of assurances. Everyone wants this assurance. They want that trust. They want to know it's going to work. And you've created the one tool that gives it to us. So take me to your leader.

6:34Speaker B: Well, I love it. Thank you, Jason. You know, as an entrepreneur, I read rich dad, poor dad, and one of the things he said is, if you're going to be successful in business, you've got to be great in sales. So I said, all right, let me get involved in sales and give it a go. I became a financial advisor, full commission model, and my first year, I crushed it. I made 700 bucks. Like, that was my whole annual income is horrible.

6:55Speaker A: Congratulations.

6:55Speaker B: I need more wine. Oh, my gosh. And over a five year period, I hustle and grinded. I mean, I studied everything I could study to learn more about sales, to get better. And I'd gotten my income up to 72,000, but I was still totally broke. I'm $30,000 in credit card debt, I'm renting an apartment, can't qualify for a home, and I'm driving a salvage title BMW playing the fake it till you make it game. And, like, it sucked really bad, right? So I realized in that moment, something's broken and I'm not sure whether or not it's me that's broken or was it the system that's broken? I found out good news, it wasn't me. And it's also not the entrepreneur. It's the system that's programming us to fail by convincing us to believe one of the greatest lies ever told, which is that sales is a numbers game. How often have you heard that over your life?

7:45Speaker A: My God, over and over again. If you, if you knock on 100 doors, if three open up, you've got a 3% conversion ratio. That's better than an email open ratio right? Now. That's a great thing. You want. You want numbers. Throw stuff at the wall, whatever sticks, that's what you need.

8:01Speaker B: I mean, and this is a painful process for an entrepreneur, right? In sales. And, you know, you say the word numbers, so then you take the next part of it, which is, you know, they teach us that in order to get more yeses, we have to get more no's, more nosy. How many times have we heard that over and over, Go for no. There's books written called go for no, right? So five years into this, I'm beating my head against the wall saying this is actually the dumbest thing I've ever heard. Because the truth is, in order to get more yeses, you have to get more yeses. Yes.

8:33Speaker A: There's.

8:33Speaker B: You agree?

8:34Speaker A: 100% yes.

8:34Speaker B: I think we should Cheers to that. I think it's a cheers, that's a cheers moment, right?

8:37Speaker A: Googly moogly Fred, you got something going on, girl.

8:40Speaker B: Shimmy, shimmy.

8:41Speaker A: Go, go, pop.

8:43Speaker B: So I decided rather than waking up and going for no, I wanted to wake up and go for yes.

8:50Speaker A: Yes.

8:50Speaker B: So then the question was, is there a strategic way to get the yes? Is there a scientific way to get the yes? And that's what led me down the rabbit hole to discovering one of the greatest secrets that I like to reveal, which I reveal in my book, which is that sales is not a numbers game. It's a people game. And as I studied and shifted my focus from studying sales to studying people and learning about personality science, everything changed. So this became the organic early versions of the thoughts, which was as I learned about people and personality science. And this idea dates back thousands of years. I did not invent this idea. A guy named Hippocrates, known as the father of medicine, you've probably heard of him, Greek philosopher, right? He comes up with this theory called the four temperaments, where he can take the entire world and divide them into four different groups. And he could treat them with medicine differently just based on what personality temperament you had. And this was the beginning. Origins of personality type assessment models.

9:52Speaker A: Right.

9:53Speaker B: Well, when you fast forward to our modern day world, there's been all these different personality assessments that have been created. You've probably heard of the DISC or mbti, the color code. There's so many of them. What color are you? What animal are you? What astrology sign are you? Right. Well, I took those assessments and millions and millions of people have. You have, Right, of course. Multiple times.

10:12Speaker A: Yeah. Strength finder cliftonstrengthfinder became my go to. Yeah, that one's the one I thought was the cleanest until I met yours.

10:19Speaker B: So there's great assessments out there. Right. And every time I would take these assessments, I was always fascinated with what I learned about myself.

10:25Speaker A: But weren't they focused on one item and not another? I thought they always kind of looked at, they said, my strengths are this or my ideas are that or my aptitude is this one here. But it didn't really get to the core of who I was to really make sure that the answers that I came up with to relate to made any sense.

10:43Speaker B: Well, and for me to take it a step beyond that, which led to this was, okay, I'm fascinated with what I'm learning about myself. And every assessment gave me different feedback points. But my fascination turned into fracture frustration when I realized not one single one of those assessment models ever made me more money. Not one of them ever helped me close more sales or put money in the bank.

11:05Speaker A: Sure.

11:05Speaker B: And as a starving broke salesperson living on full commission model, like you're dependent on your ability to close that sale.

11:13Speaker A: Yes.

11:14Speaker B: So then I started thinking, and this is where I connect the dots, was, okay, if it's been proven for thousands of years that there's four different types of people, I wonder if they make buying decisions differently. And I wonder if what makes one person say yes makes another person say no.

11:28Speaker A: Interesting, interesting.

11:29Speaker B: And that's when I said, okay, Jason, show me the assessment model that tells me not who I am because no customer ever cared.

11:35Speaker A: Right?

11:36Speaker B: Right. When's the last time you gave a presentation on anything where your customer said, hey, wait, before you go any further, I just want to know your personality type. Right. Does that happen? Maybe in dating, but that's it. Maybe so, but show me the assessment. Who can tell me who my buyer is and why they buy? What triggers the yes or the no Outco?

11:56Speaker A: If someone knew exactly why someone buys something, you would think they would Own the world.

12:00Speaker B: That's right. That's right. So I said I could not find an off the shelf assessment that reversed the idea of an assessment about the buyer. I said I'm going to build my own as an experiment and instead of basing it in psychology like every other assessment model that I'd studied, I'm going to base mine in what I call biology. Spelled B U Y ology.

12:24Speaker A: Okay.

12:24Speaker B: Which was the science of buying behavior.

12:25Speaker A: Sure, sure.

12:26Speaker B: So all I wanted to know was I wanted to measure the yes or no outcome. What makes a customer say yes versus no? Okay. And could I identify that in less than 90 seconds? And then could I restructure my communication in a way that would unlock the yes and avoid the no?

12:44Speaker A: Got it.

12:44Speaker B: And that's how bank was born.

12:46Speaker A: Amazing. Fascinating. So how is this going to give someone their plan?

12:52Speaker B: So in taking the plan, like any entrepreneur, anyone in sales, if you're going to pivot to profit, the word profit assumes that you're making money. Right?

13:00Speaker A: It means you're going to try to make money because right now you're not.

13:03Speaker B: Right. So we need to create success. And I love the quote from the Challi Group. They did a study and they said, hey, do personality types matter in the sales process? And what they published blew my mind and validates everything that I created, which is they said only 18% of buyers are going to buy from a salesperson who doesn't match the buyer's personality type versus 82% success rate when personality types are aligned. So I'm sitting here going like, that was a mind blown moment for me. Are you saying to me that all I have to do is identify the personality type of my buyer and then learn to match them and I can close 82% of my sales? I'm in. Right.

13:46Speaker A: Makes sense.

13:47Speaker B: So that's how this concept became. So how they can pivot to profit is instead of playing the numbers game and investing more money in marketing dollars and trying to generate more leads, and you get stuck in the hustle and grind, burning the candle at both ends, you start to have less quality time with your family, you're starting to gain weight. You don't have any personal time. Like actually a terrible trap to get sucked into to pivot to profit, slow down a notch and actually identify who your potential buyer is based on their bank code. That's what we call it. Learn where the yes is. It's like knowing exactly where the bullseye is and head in that direction instead of just randomly throwing darts. You don't Even know where the target is.

14:29Speaker A: You know, when I started my winery, I didn't have bank, but I did something very, very similar. I literally did a. I caught a focus group, right? So I got together and I went on Facebook and I says, here is a new winery coming out in the world, and I want to know what your thoughts are. We're looking for people who want to join our focus group. So when you drink wine, how much do you pay for a bottle? When you drink wine, do you join wine clubs? When you drink wine, you know, give me your details. What is it you do when you enjoy wine? And I picked together my ideal client profile, the icp. When I have that client profile in front of me, I know who I want to go after, and I begin to look for them. So I use a big giant survey. When I went out there in the Hawaii world and says, tell me who you are. And I had 157 people come back and say, this is who I am. And I picked like 40 or 50 of them. I said, these are the ones that are going to invite over for the first tasting. And we did that on our opening day. If I had the bank system, how would I use the bank program to help me pick out my icp, my ideal client profile? If I can get that customer, I know I can close that deal.

15:33Speaker B: Yeah, you do exactly what you did, only you layer one extra process on top of it, which is identify the bank code of that focus group. And now, as they come to your event, you know exactly what's going to trigger the yes versus the no outcome.

15:48Speaker A: So my icp, my ideal client profile. To make sure I have that, I assign a bank code to my ideal client profile. So let me help you figure this one out. So I'm going to give you my ideal client profile, and you're going to give me the bank code.

16:00Speaker B: Okay?

16:01Speaker A: So the customer I'm looking for is someone that loves experiences. They have funds which are disposable to them. They're not living on a paycheck. But even if those might be, those are all right. But the ones who are actually looking for the actual highest quality of a product that is made in the highest possible way, that has the price point, which is not as important as the quality is. And that same customer, they're usually married, and they usually either have children or their children are grown. Their age group is somewhere in the 40s to the 60s of the age group. They have usually a college education. They have a career choice, which is one that is mostly entrepreneurial. Or at least seasoned in a particular area. And their wife and them, their husband and them, the two spouses together, they enjoy very similar things. They enjoy vacationing, go different places and having the finest they can engage. Who is that person? Okay, that's a big jump. Yeah, so probably something I fill in the blanks on, but let me know.

17:07Speaker B: Yeah, well, I'm gonna use a little, you know, show and tell. All right, first, first step is let me explain the bank code and then I'm gonna tell you what the code is of that ideal perfect client. Is that cool?

17:18Speaker A: I'm in.

17:18Speaker B: Okay.

17:18Speaker A: Go girl.

17:19Speaker B: So bank is an acronym.

17:21Speaker A: Drink to that, by the way.

17:21Speaker B: Yeah, drink to that. Bank is an acronym where the B stands for blueprint. This is where I use the color blue. Right. These people are a little colder to approach. That's why the color blue associated with that word. They have a very distinct set of values, just like your wine has. You're able to identify apricot and lemon and peach and those different notes. Well, this code has something similar, a value profile. Okay, let me give you an example. They value stability, structure, systems, planning processes, predictability, responsibility, duty rules, credentials, titles, tradition. Right? This is a very conservative, risk averse, budget conscious, rule following type of person. They make buying decisions on a very particular way. They're going to be looking for the cheap wine. Right. Affordability is a concern, except not your ideal target.

18:14Speaker A: No.

18:14Speaker B: Okay. Not a bad person, but not your target.

18:17Speaker A: We love them, but not today.

18:19Speaker B: That's B for blueprint. Now A for action. Notice I use the color red. Right. These are your red hot firecrackers, your movers and shakers, your millionaire makers. I think you know, this person's the type that drinks Red Bull for breakfast. They only have one speed in life, red. And that, like your Ferrari, hits the red line when you open it up. They want red carpet VIP treatment. You're starting to connect the dots on that target. This person wants luxury experiences. They want to have a life of freedom. They don't want anybody ever controlling their time, their money, their decisions, nothing.

18:54Speaker A: I love it.

18:54Speaker B: They do want those memberships, but vip exclusive versions. Not the kind where everybody's a part of it.

19:00Speaker A: Yes.

19:00Speaker B: Same reason why when you fly on a plane, first class is separated from coach and they close the curtain. Now, when I was stuck in coach, I was a little offended that they're closing the curtain, like, who's that up in first class? But the reality is I wished I was up there. And now that I am up there, I like it when they close the curtain, it's not because I don't like the people behind me. It's just because, you know, Sherry just.

19:24Speaker A: Said, I like the curtain closed. I want to be up in the front. Like just go, girl.

19:29Speaker B: Yeah.

19:30Speaker A: See you, queen.

19:30Speaker B: Yeah, that's right. So there's your action.

19:33Speaker A: I got it.

19:34Speaker B: Okay, so that's the leading part of your ideal client right there. Now, the N in bank stands for nurturing. This is the person that's super warm, loving. I use yellow because they've got, they're warm like sunshine, a heart of gold. Right. And they're sweet like honey. Just like the note of honey that's in there.

19:51Speaker A: I love it.

19:53Speaker B: These people care more about people than profits. They're the do gooders in the world. Relationships is a core thing and I forgot to read the values of the action, but I describe them right. This person loves people doing good. Authenticity, connection, significance, involvement, charity, etc. So this person at the core of them, connection and relationships is central. So they're going to be the next part of the bank code of your ideal client because they want to share this wine with someone they love with someone they care about. It could be their lover, spouse. It could be person that they're dating and romancing. It might be their very best friend. It could be a family member, a neighbor, someone that they want to share the experience with.

20:39Speaker A: Sure.

20:39Speaker B: Right. They're relationship oriented. They want to go on that boat for the summer breeze together. Right. They're not going to be drinking in a corner by themselves with a paper bag around it.

20:49Speaker A: Touchy feely emotions.

20:51Speaker B: Love me, love you, shared experiences. So part of the part two of their code is nurturing and then the cane bank. I use the color green for knowledge. This person is very data science analytical. I use green because I think Microsoft Excel spreadsheets, all the data that's on there or in the movie the matrix, the computer code that falls across the screen. Green like the engineer type person. Well, this person wants to learn learning, intelligence, logic, self mastery, technology, science, competence, accuracy. Okay, you get the picture, right? Of course this person is probably going to lean into wanting to understand the wine. What are the notes that are in the wine? What can you taste in your palate? Like I haven't developed my tongue like you have where I can be like, oh my gosh, I taste this and this. And now I'm. I was happy that I could taste the apricot. Like, yay, I taste one thing. I don't have a sophisticated palate. This Is the person that's going to dig in and really want to understand the elements behind the wine and how was it made and where was it manufactured and what's in the soil and where's the region? Oh, my God. Okay, so this is probably the third part of the bank code of your ideal client, in other words. And they would end with blueprint last. So your ideal target is going to be action, followed by nurturing, followed by knowledge, followed by blueprint. And that's what I would call A, N, K, B.

22:19Speaker A: Got it.

22:20Speaker B: Happens to be my exact code. Probably why we became best buddies.

22:25Speaker A: Yeah, because I got the same code. I'm an A and KB because I can't. I can't breathe.

22:30Speaker B: I mean, this code, look. Birds of a feather what flock together. Flock together. And you know, you always hear that people buy from you when they know you, like you and trust you. Sure you heard that before, right?

22:40Speaker A: Of course.

22:41Speaker B: What do you think creates that the.

22:43Speaker A: Codes are identical, Right.

22:45Speaker B: The match of the code. Just like you work with match.com and you do private events for them. Well, this is a different version of match. Right. Where you match the personality types and all of a sudden you've got this instant connection and charisma. It's like you see the world through the same set of lenses and therefore you already know what they want, you already know what they like. Selling goes away. You're not even selling anymore at all.

23:06Speaker A: Right.

23:07Speaker B: Right. You're just connecting. And the yeses just keep coming. They flow like your wine.

23:11Speaker A: So when you know these four pieces, these, this part of the bank code, how can somebody actually identify them in a technical way? Can they identify them in some capacity where they actually find value with them?

23:24Speaker B: Oh, yeah. So that became part of the game. So going back to my story where I'm realizing and connecting the dots, these are the four profiles based in buying behavior. You know, this was an experiment. So in my experiment, what I created was a set of four cards. And I said, I want to see, like if this is true, then how do I capture what the sequence is of my customer? Right. Well, I didn't know I was making this up as I went. So I wrote on three by five cards, literally. And I would hand them to my customer and I would tell them, hey, Jason, do me a favor before we get started, Right, As a financial advisor, take a look at these four cards and just sort them in order of your preference. Most like you to least like you. This is going to help me serve you better save us both some time.

24:06Speaker A: Sure.

24:06Speaker B: Then I'd literally shut up because I didn't know what would happen. I'm just going to observe. Well, every single time I did that, like, let me literally hand you the cards. You take the deck of cards and look at them and shuffle them into your sequence.

24:21Speaker A: Okay.

24:22Speaker B: Right. There's no right or wrong.

24:23Speaker A: That's interesting. All right, so I'll go put.

24:25Speaker B: Part of what you want to watch is the behavior of the person shuffling too, because you're going to see different body language and moves that are going to be very telltale signs. For example, I've had people take the cards and the last one that they like the least, they'll literally throw it across the room, shove it to the other side of the table. Like, there's such a polarity and an adverse reaction of like, that's not like me. Get it away, get it away. Right. Well, is that important to know?

24:50Speaker A: I think it is. Yeah.

24:52Speaker B: Yeah, yeah. That's basically like, don't sell to them that way because you totally turn them off. Exactly right. Cringe. So, all right, so the customer would do it in less than 90 seconds. Then they would hand it back to me and bada bing, bada boom. I now captured their bank code. Now, if you think of a bank code, like a PIN code to your debit card, right. If you go take out your debit card, put it into the ATM machine, it's going to ask you to enter a four digit PIN code if you want your money to come out. I discovered every customer had a four digit bank code. And if I could get them to reveal that sequence of their bank code, then a yes would come out. Right. Now, I'm going to take it two steps further before our next moment together. Number one, when I started doing this, every single person I ever asked to do this exercise did it. No rejection whatsoever. And even if they refused to do it, which I've heard it has happened, some of our clients maybe have said, hey, they didn't do it. By process of elimination, what two codes do you think would be the least likely to engage in this? If they were totally skeptical and resistant.

26:02Speaker A: K and B, different knowledge.

26:04Speaker B: So automatically, by process of elimination, if you were to have someone not do it, you just captured the code anyway. Does that make sense? Does whether you do or don't, I got your code. Thank you very much. Right. All right. Also, if there was ever an inquisitive look on their mind and you can read facial expressions, I would then explain. I'd say, hey, Jason, the reason I'm Asking you to do this, you'll notice at the top of the card is the word values. If you're willing to share with me what your values are, then I can customize our time together based on what your priorities are, instead of potentially wasting your time based on mine. All right, Jason. For real?

26:42Speaker A: Yeah.

26:42Speaker B: Like, here we are on a podcast, right? If you said that to a customer or if a salesperson, AKA a consultant or whatever, said that to you and they were being authentic, would your respect for them go up or down?

26:56Speaker A: Up.

26:57Speaker B: Up.

26:57Speaker A: Very high.

26:58Speaker B: Would your trust for them go up or down?

27:00Speaker A: High up.

27:01Speaker B: Would you start to connect the dots in your mind that this is a total professional and actually, hardly anyone has ever done that with you before?

27:09Speaker A: I would think they give a damn about me, and they give a damn about what I'm trying to create and what they want to offer to me brings value to me and allows me to trust their judgment on whatever it is I'm writing a check for.

27:25Speaker B: Boom. So automatically, trust goes up, credibility goes up, respect goes up, and the likelihood of the sale now goes up with it.

27:33Speaker A: Totally.

27:34Speaker B: So you're just, like, moments away from getting that? Yes.

27:36Speaker A: Yes.

27:37Speaker B: Right. So this became, like, a critical part of the process. And once I got that code sequence, I then trained myself on how to communicate based on this code sequence, based on what was more important to you than me.

27:51Speaker A: I am drinking to this right now.

27:53Speaker B: Okay, cheers. Let's do it. Because this was a game changer.

27:57Speaker A: Just opened my mind to a whole new world. Rewrite my book, maybe, huh?

28:02Speaker B: So let's talk about the results. Because pivot to profit has to drive results. Needs to put money in the bank, or else what are you doing?

28:10Speaker A: Exactly.

28:11Speaker B: So in one year, using this as an experiment, my income went from 72,000 stuck in hustle, grind broke to over $500,000. A 7x increase, and I did it in one third the time. So now imagine getting your time back so you can enjoy summer breeze with your loved ones and not be stuck grinding all day long. It's not about going and doing more and hustling more and generating more leads and driving more traffic. It's actually about slow down, chill out, know the code, put the dart in the bullseye, close the deal, get paid. Your customer gets the benefit of your product and service and live a good life. Cheers. I'm gonna do it again.

28:52Speaker A: Cheers.

28:53Speaker B: All day long. This is what it's really about.

28:55Speaker A: It is, right?

28:56Speaker B: Like, game changer. So within three years, by the way, my income is now over a Million dollars a year because something called sales velocity kicked in, which is basically the speed of getting a. Yes. Momentum.

29:08Speaker A: Yes.

29:08Speaker B: Right. And when it becomes easier and easier to get the yeses, you get rid of all the friction or the low conversion rates.

29:15Speaker A: Yes. This is the life, girlfriend. You got something going on there. One more time. Who's your daddy? Who's your mama?

29:22Speaker B: Right?

29:23Speaker A: That's you, right? You're my mama.

29:27Speaker B: So this is. This became a game changer. And I became very passionate. I. I ultimately wrote the book because I speak at conferences all over the world, big stages. Tony Robbins, Robert Kiyosaki, millionaires, billionaires. Some of my audiences have 10, 20,000 people at a time. And I would get off stage and people would say, where can I get your book? And I'd be like, I don't have a book. I mean, I teach courses and all kinds of stuff, but I didn't have a book. And I said, you know, what plan.

29:55Speaker A: Came before the book?

29:56Speaker B: The bank came before the book. Yeah, but I thought, you know, I'm a student of reading so many great books just like your book. And I thought, gosh, you know, if. If my mind has been molded into being able to have these thoughts that could create something like this, and I'm a student of that work, then I deserve to create the book to allow students to study my work.

30:20Speaker A: I love it.

30:20Speaker B: Yeah, I love it.

30:21Speaker A: You know, Sherry, that whole concept, the whole idea you put together, you kind of laid out a plan for people to really find how they're going to move forward in their world, to give you quickly understood responses so you can make money. Now, who are you selling to? Is it unlikely to think that this can apply not just to business deals, but to family and worlds as well?

30:45Speaker B: I mean, originally, when I was building this, it had one goal. I needed to understand my buyer. I needed to understand exactly what triggers the yes versus the no. And I did. I needed to close that sale, put money in the bank. That's how the acronym came about. Like, I thought it was a cool acronym. I need to make some bank. Right? I don't want to be broke. Break the bank. So, but after teaching a series of training events all over the world, people started coming back to me and saying, hey, Sherry, your bank program not only revolutionized my sales, I'm now number one income earner. I've become a millionaire or whatever. They started saying this saved my marriage. And I was literally like, what? Like, how do you mean?

31:24Speaker A: Right?

31:24Speaker B: They said, well, I've been married for 20 years and I never understood the bank code of my spouse. I've been doing it wrong.

31:31Speaker A: Yeah.

31:32Speaker B: And then I had families come to me and say, this just completely changed the relationship dynamics with my children. And this was before I had children. I said, how do you mean? And they're like, well, I've been parenting my children wrong. Or I've been parenting them according to the same rules and I should have been parenting them according to their code.

31:51Speaker A: Sure.

31:51Speaker B: Right.

31:52Speaker A: Yeah.

31:52Speaker B: I had a family once. This is when everything started to change, which led to my second book, Make People Matter. The family came to me and said, this just prevented a suicide in my family. And I said, how did it do that? Like, at this point I have goosebumps everywhere. They said, well, our son who attempted suicide was a knowledge personality type and mom, dad and sibling were actions. And this son around the actions, felt so inadequate that he identified himself as broken, bullied at school and so forth. Right. These are typically the super smart, kind of nerdy types of people who get bullied because they're not like the other people. And the truth is, our school systems don't make it any easier because they take these kids out of the classroom with their peers because they're intellectually talented and they put them and isolate them in courses that are based on their iq. They forget all about the social EQ that actually builds relationships. Right. So you got smart people that are being bullied and so forth. And anyway, one of our bank trainers intervened and went over to the family, cracked their codes, found out mom, dad, daughter, or actions Son knowledge. She began to explain the bank code system to the family. And the sun, during that explanation, sits up in his chair and he says, mom and dad, I'm not broken. I'm just a K. And by the way, I'm smarter than all of you.

33:24Speaker A: Wow.

33:25Speaker B: Like total transformation. And he was able to step into his complete power, owning his code. He's not broken. There's no right or wrong to a code. Right. It's just an understanding, which is the next layer, like make people matter is really at the core of it, emotional intelligence. If I understand you and what your code is and you understand me and what my code is, and you can see me through my paradigm and I can see you through your paradigm and we can communicate accordingly. What magic can happen?

33:58Speaker A: It's done, it's done. It's a no brainer. Totally covered.

34:01Speaker B: Totally. Yeah.

34:03Speaker A: Well done. You make my liver quiver. My shimmy shimmy, cocoa pop, shimmy shimmy. You do it, girl. You do it well and you do it phenomenally. I'm beyond impressed because I think about everyone who could pick this program up and find themselves on the right path to getting success. I mean, you get hit every single day. There are ups and there are downs. But the truth of the matter is, if you have a system and a plan, those ups and downs go away. They go a lot further away.

34:30Speaker B: I mean, if you're going to have the courage to get up the bat, have the ability to hit the ball.

34:34Speaker A: That's right.

34:35Speaker B: That's right.

34:36Speaker A: This is like training. Right. So what can we learn if someone reads why they buy or make people matter? Do we need to read both books? Are both books available to us? How does someone get both of these opportunities together?

34:49Speaker B: Yeah. Why they Buy is going to be more business centric, more sales focused. Right. How do you convert the sale? How do you understand the codes? How do you apply it to get the yes versus the no outcome? Right. So it's very popular amongst entrepreneurs, business owners, sales teams.

35:03Speaker A: Okay.

35:04Speaker B: Make people matter. We just published it this year, 2025. Okay. So the time of the recording, this is hot off the press. And this is a compilation book. This is actually like a Chicken Soup for the Soul version where we had so many code breakers, our clients are called code breakers around the world that were coming up with these incredible stories of how bank was transforming their lives, their businesses, their relationships, that we created the opportunity for them to submit a chapter, and we chose the best ones and put it in this. And I couldn't get them to stop. Like, look at, this is a big baby. I mean, it's a little almost intimidating. But I didn't know how to cut out their stories. Like, they wouldn't stop talking about the impact it was making. So this is one where you can read and give you really great perspective on how bank can transform your entire life. And we were talking earlier about one of my favorite quotes from Tony Robbins, right, where he says, there's two master skills of life. The Science of Achievement, which is this book, and the Art of Fulfillment, which is this book. And this will show you how people are applying bank to create that.

36:08Speaker A: I love it. I love it. You know, it's so funny. I didn't realize this until just now, actually. So why they Buy is basically the companion to Pivot to profit. It's business, it's entrepreneurship, it's engaging. It's how you make money and how you take the failures, terminate fuel. And now you know exactly how to make sure that that new program you strategize on it's going to be successful.

36:32Speaker B: That's right.

36:33Speaker A: And then make people matter is more like island of One, which is more about the person, more about the human, more about the experiences you're going through and how the things you're dealing with every single day could change your life.

36:44Speaker B: That's right.

36:45Speaker A: And how you can find a new path forward.

36:47Speaker B: Right. Because in your book, island of One, understanding self and what you're navigating, your compass and then understanding all of the people who have a role in your life and through the lens of a code, how do you interact with them differently? Right. Yeah. There. It's like a wine, like the blend of the wine.

37:06Speaker A: Sure. So, yeah, girl, I tell you one more cheers.

37:10Speaker B: Yeah.

37:11Speaker A: Up and down. Because you know my liver quiver and.

37:15Speaker B: My shimmy, shimmy cocoa pop.

37:20Speaker A: Yeah.

37:20Speaker B: Cheers to that.

37:21Speaker A: Cheers to you, my friend. Well, thank you for joining us today. And I think that we should do more time together, that we could just keep creating ideas and explain to the entire world how their world can become a better version of what it is to what it could become. Because bank helps you engage that and open that door.

37:41Speaker B: Yeah.

37:42Speaker A: So listen, right now, I want to make sure everyone's got that one thing they need access to Bank. So in this podcast, if you're watching it for the very first time or you're watching it online or you're listening to whatever it is here in the comments, in the content below this video right now is a link where you can actually pick up Sherry Trees. Why they buy and make people matter and get access to the technology, the code and the systems that you've built an AI technology, have you not?

38:12Speaker B: Yeah.

38:12Speaker A: So there's a technology you've got available to people. You have a subscription program available, and you've got a plan to help people get what they really and truly need. And so on this video, in this podcast, Sherry has given us a special, special loving moment that you can access it. And I'm going to encourage you right now to engage it. Because if you really want to pivot to profit, if you want to. If you really want to climb as you're crushing and climb, if you really want to realize the world that you have in front of, you can become a big better version of what it is. You need the bank program. You need cherry trees. Why they buy. And you got to make people matter. Because when you make them matter, you fall in love with yourself all over again.

38:53Speaker B: And you take it to the bank.

38:54Speaker A: You take it to the bank.

38:55Speaker B: Right. So one gift I want to give everybody is the opportunity to crack their code.

38:59Speaker A: Okay. Yes. That's fun.

39:01Speaker B: We're going to make it totally free for all your listeners.

39:03Speaker A: Nice.

39:03Speaker B: They can go. Take the assessment.

39:05Speaker A: Yes.

39:05Speaker B: Less than 90 seconds is the digital version of these cards. Right. They're going to drag and drop them when they click submit. We're going to send them their own bank code personality profile. They're going to get all the deep insights on exactly what makes them tick. And now imagine if you were to flip it and pivot to profit if you were to apply this concept in your business. Capturing that bank code of the other person is exactly how all of our tech works. And our goal is to help make their life a lot easier.

39:30Speaker A: Girl, you're the best thing since pockets and sliced bread. Yum, yum, yum. I tell you, I feel like I just climbed up a ladder.

39:39Speaker B: Well, then, cheers to crushing it.

39:41Speaker A: Cheers to crushing it. To you, my friend, and to all of you. Crush, climb, and don't be a butt.

39:48Speaker B: Take it to the bank.

39:49Speaker A: Cheers.

39:52Speaker C: Thank you for joining entrepreneur, author, speaker, and winery owner Jason McLean on the crush and Climb podcast. Here we hammer raw experience into wisdom, helping you not just bounce back, but bounce forward with new strength to continue the journey and build a life that's not just successful, but significant. Subscribe to Crush and Climb. Wherever you get your podcasts, let's raise a glass to the journey ahead.