016: Jon Berghoff on The Referral Framework, Building Your Sales Team, and Taking Your Business to the Next Level

016: Jon Berghoff on The Referral Framework, Building Your Sales Team, and Taking Your Business to the Next Level

This week, Jon Berghoff is here to share his proven strategies for generating leads, building your sales team and taking your business to the next level!

Jon Berghoff serves as co-founder and Managing Partner of the Flourishing Leadership Institute. He previously served as the head of sales for the direct sales team at Vitamix Corporation, where revenues grew by 400% in less than 4 years, and their team expanded from 175 to 600+ members. His work on Appreciative Leadership, Emotionally Intelligent Negotiating and Influence has brought him to Australia, Japan, UK, and South America. Jon is in high demand, known for his authenticity and highly engaging style of creating powerful learning experiences for participants.

This conversation turned into a bit of a marathon as Jon is a “lifelong learner” at heart and continued to drop knowledge with every question I asked, so I just kept asking them! Here are a few highlights of what we covered:

  • Jon starts out by retelling a story from his early days of selling knives door-to-door at the age of 17 and a lesson he learned on a late night sales call that’s still with him today.
  • Jon dropped a TON of sales knowledge during this conversation that all you financial advisors can benefit from, including his step-by-step framework for…
    • Engaging a prospect
    • Generating referrals (almost 100% of his sales were generated this way in his Cutco days)
    • How to overcome the dreaded “I want to think about it” objection. I love the process Jon shares here, so get the notepad ready as I know you guys will love it too.
  • For you advisors out there that are curious on how to build and train a team of younger advisors, Jon walks through his framework at Vitamix and the blueprint they used to train and grow revenues by over 400%.

As I said, this episode is a little longer than usual, but it will keep you on the edge of your seat the entire time! It’s absolutely loaded with solid advice and resources from someone with in-the-trenches experience and is 100% applicable to financial advisors who are looking to take their business to the next level.

Already heard it once or twice? Please leave a short review here, and tell me which guests I should have on!




  • What Cutco Corporation is and how Jon came across that opportunity [4:30]
  • Jon shares a few stories from his early years in Cutco [9:40]
  • Two lessons that Jon learned from his past manager and how this helped him discover the power of purpose and visualization [11:10]
  • The number one reason Jon became the number one sales guy [18:30]
  • A few tips and a great book to read if you’re new in sales [21:10]
  • Find out what it takes to succeed according to Jon! [26:00]
  • Going from the learning stage to the actual action stage. [28:05]
  • Jon talks about a referral framework for financial advisors based on his Cutco experience [30:23]
  • Jon’s secrets to building and training a successful sales team [42:40]
  • The reason why top performers struggle and how to deconstruct your own success factors [48:38]
  • Jon gives advice on how to train new members of a team [51:30]
  • Role play as an effective training exercise [59:00]
  • The 3-step formula to responding to objections during a sales presentation [1:00:30]
  • The Appreciative Inquiry Method and how it can help you connect and facilitate change within a group of people [1:19:51]
  • Facilitation techniques and how effective they will be to different groups [1:31:50]
  • Best business advice Jon has ever received [1:37:20] 


  • Connect with Jon Berghoff

Website | Facebook



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The information and opinions contained herein are provided by third parties and have been obtained from sources believed to be reliable, but accuracy and completeness cannot be guaranteed by Advisors Excel. The guest speaker is not affiliated with or sponsored by Advisors Excel. Results from the use of these concepts are no guarantee of your future success.

While client appreciation events may be permitted, such event should be reasonable and customary. All producers and investment advisors should be aware of any gifting limitations imposed by federal regulation, state regulation, insurance carriers, broker-dealers and Registered Investment Advisors, as applicable. Investment advisors are strongly encouraged to obtain pre-approval from the broker-dealer and/or Registered Investment Advisor with which they may be affiliated prior to implementing the concepts or strategies discussed in this interview. 

Positioning yourself as a celebrity is not a substitute for professional credibility, nor should it be viewed as a shortcut for obtaining new clients. Rather, it is a system of branding and marketing designed to help reinforce your credibility and value proposition. Credibility is founded in knowledge and experience.

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