10 Best Practices to Run a Better Webinar

10 best practices to run a better webinar

Done right, a webinar is a powerful tool that can rapidly move even the coldest of prospects through your sales funnel, and lock in a sale.

But when it comes to running a successful webinar, it gets tricky. There are so many moving parts, you need to ensure you’re not the one sabotaging the process.

Just a few weeks back I sat through one of the most horrendous excuses for a webinar I’ve ever watched, only staying to the very end out of some morbid curiosity to really determine if this was it.

Yes, yes it was, and it left me very disappointed.

And while I’m not going to point any fingers, I’d much rather focus on what you should be doing, so none of you fall victim to making the same mistakes.

No one should ever have to sit through a webinar like that.

I’ll skip the basics like, make sure you start on time, and you know how to actually use the software and all that.

This is common sense, but if you’ve never done a webinar before, it’s a good idea to run a dummy event with a couple of close friends or a colleague first, just to make sure it’s all going to go to plan when you’re live in the big one.

Right, onto the tips.

 

Be interesting, dammit.

The big one.

You’ve got to put together an interesting presentation.

Otherwise, why would anyone give up their valuable time to listen to you prattle on.

Think about your ideal customer, and what they’re struggling with. The pain points they have to overcome, every time they sit down at their desk. What do they hate doing, where are they falling short, what could they be doing better?

This is your hook.

And for a hook to be any good, it needs to create intrigue, a little mystery.

Tell me, if you had to choose between one of these two webinars, based on the TITLE alone, which one would you be most interested to listen in on…?

  1. Sales Prospecting Training.
  2. Learn how to create an evergreen lead generation system, and with less than 60 minutes a week, send prospect after prospect after prospect to your door.

Which one sounds more exciting?

(Of course, the second one – stay with me here).

Make sure you’ve got an interesting hook, that gets people excited to register.

 

Start using a warm-up sequence

You are warming your prospects up, right?

If not, get on this as a priority now.

These days, a single ad may be enough to get a prospect to take a small action, like registering for your webinar, but it’s not enough for much more.

There are a thousand different things pulling our time, attention and focus. Remember, if you want to be remembered, you need to get in front of a prospect eight times.

Yep, eight.

Ideally, you’ve got a sequence of emails to do this automatically.

(note: this is different to your reminder emails, we’ll get to that next).

What you want to do is introduce yourself to your registrants.

Hit on things like key parts of your story (to help forge a connection), highlight specific learnings they’ll get on the webinar (to build interest in the event), and perhaps even get them excited by dangling enough incentives in front of them they are actually looking forward to your upcoming webinar.

The trick here is balance, you need to space out your emails so as not to be annoying, you don’t want to be pushy, you want to be present.

I’d stick to 3 or 4 emails, starting 2 weeks out.

Send them around 3 days apart, and start building interest.

 

Don’t forget to send reminders

Once you set this up your webinar software does this for you, it just needs to be set up.

Go set it up now, or check you’ve got the timings right on your reminders.

I see this as a different sequence to your warm-up emails, but it’s important too.

This sequence is pretty evergreen, and I’d do it like this…

One week out, they need a heads up the webinar is coming, along with a juicy piece of content. Think like an e-guide or a quick intro training video, so you’re top of mind.

72 hours out, let them know the webinar is coming soon, and talk again about the bonuses you’re going to be giving away on the call, to get them excited and looking forward to it.

24 hours out, you’re reconfirming the webinar is coming, so they can start planning their day and setting enough time aside to manage the call when you’re live.

1 hour out, this is the final reminder and I like to include an agenda in here too so they know what’s coming on the call, and are eager to join and get stuck into the content.

Right on time, the final email that goes out is to let them know you’re ready to go, and you’re popping into their inbox at crunch time with all the links they need to get on the call.

Phew.

It’s almost overkill isn’t it?

You’ll have sent 8 or 9 emails before your webinar even goes live.

But trust me.

People get busy.

You’re not bugging them if every email you send has a nugget.

Something of real value.

Do this, and you’ll get a higher percentage of registrants becoming attendees.

(just remember, the average is around 40% attendance).

Don’t fret if you’re not getting 100% of registrants on your webinars.

 

Dangle a big carrot to boost attendance

Want to give your attendance ratio a boost?

Make it worth their while to attend.

Otherwise prospects get excited initially, but they let life get in the way.

They’ve de-prioritized your webinar. There’s just not enough value in it to disrupt everything else going on in their world at that moment, so they don’t jump on the call.

Same goes for the people that drop off halfway through.

You need to make it worth their while.

You do want registrants to turn up and stay till the end so they can hear your pitch, right?

Of course, you do. That’s the whole reason you’re doing a webinar.

Now, an interesting, value packed webinar is a great start, especially if you’re tapping into the pain points and offering a solution your audience can’t get anywhere else.

But you know what keeps listeners around even longer?

Free stuff.

People go mental over it.

So, do this. Think about your webinar topic, and put together a freebie that ties into it. It could be a set of templates you use in parallel to your big-ticket offer, a checklist to simplify part of their business, or even an ebook giveaway if you’re keen to do it.

But with two caveats.

Tell them upfront when the freebie is coming, so they know.

And remind them a few times throughout the webinar (people do need to be told the same things multiple times for them to actually remember).

 

Reward genuine engagement and interaction

On that same line of thought, you need to encourage participation.

If people know there’s something in it for them to speak up, well, you guessed it, you’re much more likely that they’ll contribute.

Don’t just give a freebie away.

Do something bigger, with a prize that’s truly valuable for the people on the call.

Some presenters tie this to their offer, (the first five people who buy today get the bonus), but I’d recommend doing this as a reward. Tell your listeners what’s on the line, whether it’s a free coaching call with you, a hard-copy of your book that you’ll post out, or whatever it is.

Then send it out.

Not only does it give you a nice excuse to send a first follow up email as soon as the webinar ends (announcing the winner or winners), it cements you in your audience’s mind as someone who actually delivers what they promise.

Someone who follows through.

Planting a seed of trust.

In the digital marketing world, there’s not enough people who are genuinely trustworthy.

Give something away, for free, without obligation.

 

Turn your webcam on and say hello

You want to know the best way to connect with an audience?

Turn your webcam on.

The vast majority of hosts never do this.

Over half of the webinars I’ve watched, you don’t ever see a human face.

Except maybe the professional photos they have scattered in the slides.

That’s crazy.

Your goal behind doing a webinar is to connect with people.

You need to be connecting with them, so turn your frikken camera on.

I don’t care if you’ve got a face for radio.

I don’t care if you’re having a bad hair day.

Turn your camera on.

All you need is a plain backdrop, some natural lighting (or a few lamps positioned around to avoid weird shadows also works), and a halfway decent webcam.

Then just be yourself.

You’ll see me on my webinars, I wave when I flick the camera on.

I’m a little goofy on camera and I’ll joke around with my callers in the first few minutes as I get setup and ready to start.

People like this, it humanizes you, and makes you more relatable.

 

Slow down and don’t be boring

I hate listening to some of the first webinars I did.

A complete nervous wreck, I sped through my script like a machine gun.

I was worried I would go over time, and my solution was to yammer on like a rocket.

Trouble was, people were actually interested.

But I was talking too fast for them to keep up, and understand what I was saying.

And if there’s one piece of advice I can recommend as you start doing webinars…

Just slow down.

Take a breath.

Pause during the script.

It gives the audience time to process what you’re saying, and that’s a good thing.

And remember, try not to bore them to death.

Stand up, and have energy in your voice.

Because the last thing you want is to…

Read the script in a flat and robotic monotone voice…

You need to emphasize certain words as you talk.

In my scripts, I’ve got markers for pauses and inflections.

Reminding me to slow down as I talk, and driving the message home on key words in my script.

 

Get the audience involved and engaging

In a technique that’s almost done to death, is the webinar welcome intro.

Tell me if you’ve seen this before.

You’re on a call, and the host is greeting people by name, asking them where they’re from, what the weather is like today, what time zone they’re dialing in from, this kind of thing.

There’s a reason.

It works.

Speaking to attendees by name, engaging with them and interacting is the best possible way to warm them up to you on a call. You need to do it too, just add your own twist.

For me, I do a few things on my calls.

  • Starting the webinar 10 minutes early so I can talk to the handful of people that are already on the call (trust me, there’s always a few who get there early).
  • Ask them questions right off the bat, what they’re looking to learn on the call today, the pain points they’re stuck on which they’re hoping you can help with.

Then once the whole thing is underway, I try to ask something every few minutes…

  • “Just give me a quick rating, 1 to 10, how clear is this to all of you?”
  • “…if this’ll work in your business type MORE SALES (or whatever keyword) in the chat right now…”

And of course, answering any questions quickly as they come up.

It does interrupt the flow of your script if you let it, but you want engagement to be high, so work on weaving in questions naturally. I read them out when there’s a pause, and if I can answer it immediately I will, otherwise I’ll let them know when we’ll get to it…

Now there’s two reasons for boosting engagement.

It makes the webinars that much more fun (trust me, when you’ve done the same pitch a hundred times you’ll be looking forward to the curve-balls), but also…

Listeners who are engaged will stay on the webinar longer (sticking around until you make your pitch), and they’re much more likely to buy when you make the ask.

 

Always add value before pitching

One of the fastest ways to send prospects running for the hills is a bait and switch.

What’s a bait and switch?

Promise one thing, but deliver something else entirely. I’ve noticed this happening in a more and more webinars recently, where their content is stretched far too thin.

Instead of learning something new, you’re wasting your precious time listening to…

The entire backstory and life history of the coach

Testimonial after testimonial after testimonial

Success stories and case studies that are vaguely relevant

And then suddenly they’re pitching you a product.

Hang on, you wonder.

Where the heck was the learning I signed up for?

Was it covered so fast I missed it, or was it just touched on so briefly you can’t believe the “fluff” you’ve spent an hour waiting for was the value the session promised.

Don’t be like that.

You’ll burn bridges with people who go out on a limb to promote you, and you’ll never get a second chance with the audience members whose time you wasted. Always focus on adding value, and only once you’ve done so have you earnt the right to make a pitch.

 

Give them a replay to watch later

You did record your webinar, right?

Instead of just keeping a record that you’ll never watch again (believe me, watching your own pitches and hearing your voice on record is its own special form of torture), use it.

Now, some presenters promote the fact they don’t do replays.

It boosts their attendance levels and also makes it more difficult for people to download their content, copy their pitches and re-work their funnels backwards

But I see replays as an asset.

Take the recorded version, strip out any time sensitive parts, and put it up as an on-demand version. Just do me a favor, don’t pretend your recorded webinar is a live one.

It drives me nuts when people do this, because it’s a lie.

Listeners get frustrated because they’re not being heard on the calls, and you lose fans.

Don’t do that.

Use your recorded webinar for what it is, and promote it.

You’ll get people who registered but missed the live event interested.

They won’t be quite as engaged, but the alternative is to lose these prospects entirely, or hope they stick around until you run another live webinar.

Plus, letting people watch your webinar on-demand better caters to time zone differences.

I know for me here in Asia, catering to U.S. time zones becomes a killer, and there’s far better things to be doing with my time than hosting webinars at 1am. Like sleep, I like sleep.

Just remember to gate the content, and at least grab an email subscription to watch the full thing. Perhaps an intro that starts up and then requires them to join.

 

With these tips in mind, here’s to an avalanche of sales coming to you through your webinars.

 

Keep up the great work,

Use Tiered Pricing to Make More Online Sales

Use Tiered Pricing to Make More Online Sales

Setting the right price for your products is tough.

Too high, and you’ll struggle getting people in the door. Too low, and you risk not only flooding yourself with too much work, but that the clients you do get don’t even value the work you’re doing or your expertise. That’s not ideal either…

It’s a hard call, then, on the price to set. But its not be as hard as you might initially think. In fact, there’s an easy way to cater to a wide variety of clients, at a wide variety of price points. You need tiered pricing.

 

What is tiered pricing?

Well it’s simple.

Instead of offering one price and one service, you put together different packages that cater to three different price points.

Sometime more get used (lots of SaaS companies these days offer five or more tiers), but I like three. There’s a power in three.

The number three occurs at almost every level in our world down to the very laws of nature. From the three particles that make up the building blocks of atoms (proton, neutron and electron), to the nursery rhymes your parents read you as a kid.

Three is everywhere, and we’re conditioned to it.

You need to tap into this.

Offer three versions of your product, at three different levels.

 

What tiered pricing actually looks like…

Click pricing on almost any SaaS website and you’ll see this in action, so I won’t bore you with a ton of screenshots. Instead, here’s what it looks like…

  1. This is the bare bones version of your product.
  2. This is the product you actually want to sell.
  3. This is the most premium version of what you can do for a client.

 

Breaking down the “essentials” package

Under the essentials package is “just enough” to give clients who want a taste of what it’s like working with you, some insight into your experience or the product you sell.

It could be something like…

  • $47 for a set of email templates they can adapt to their business
  • $99 for a one-on-one consultation call to review a client’s website
  • $127 for a short (do-it-yourself styled) version of your course

Whatever it is, these are just a “taster” that a client can buy without a large investment. I’ve seen landing pages sell their basic tiered package for $1, enough to push you to make a purchase, but not enough that there’s any pain involved in the decision.

You’re targeting the fence-sitters here, people who want to learn more about you before they commit to a bigger investment. The essentials package is how you get your foot in the door, to add more touch-points to a prospect who is interested, but not yet ready.

 

Breaking down the “recommended” package

Under the recommended package, your job is to put together exactly what you want customers to buy, which is also generally the product that sells the best.

It could be something like…

  • $799 for the creation of an email follow-up sequence for their webinar
  • $1999 for the development of a new landing page layout on their website
  • $997 a month for access to your course, all materials and support channels

Think about your core product, and put it together in a way that just SCREAMS value. You want the decision to be a no-brainer, that a potential client is eager to go with this option because it “just makes so much more sense” than the cheaper, essentials package.

Under the title and the price tag, you’re going to need to list out at least 5 to 10 different parts of the package to explain how it’s better than the “essentials” and reconfirm the value they are getting when they buy.

You’re targeting your ideal prospects with this offer, so make sure you’ve made the package almost too good to refuse, and the only logical choice once they’ve hit this part of your sales funnel.

 

Breaking down the “exclusive” package

Under your exclusive package, the primary goal of this offer is to make your “recommended” package seem somewhat affordable.

It needs to be almost ridiculously priced, but with value that supports the hefty price tag you’re going to stick on it (otherwise you’re going to lose trust with your audience).

It could be something like…

  • $8,995 per month to manage their entire email sequences, inside their CRM
  • $12,999 per month (plus ad spend) to split test and drive traffic to their landing page
  • $17,950 per month for an exclusive, one-on-one coaching and development program

Now there’s a psychological reason for adding such an expensive product here, which I’ll get to in a second, but there’s another good reason to price out a very premium product.

It creates intrigue.

Prospects are going to wonder what you can deliver that’s worth that much, and they’ll start paying more attention to your offer. And this can get the right prospects interested. Not everyone is going to go for the most expensive item in your list, but if you’ve backed it up with all the value they get at this price, the right prospects are already primed to say yes.

 

Why a tiered pricing strategy works so well…

When you start diving into the science behind “why we buy” one aspect in particular comes to mind. You need to make it as simple as possible for a customer to act, so your landing pages should center around a single call to action.

So why does tiered pricing work so well?

Wouldn’t it be counter-intuitive to offer three different options, and potentially just confuse the target customer? Theoretically yes, but it’s not quite as cut and dry in real life.

When you offer a single choice, it’s a yes or no answer.

The client buys.

The client doesn’t buy.

Your ideal customer just has to make a single decision, “do I want this product?”

But when you give options, it triggers another response in the mind of a prospect.

They start thinking, “hmm, which of these options is the best value?”

So, where a client may have said no to a single offer, they’re now thinking deeper.

Looking for the option that gives them the most value.

And they’re right back in the driver’s seat, controlling the outcome of the sale.

Instead of feeling pressured to buy, they’re the one making a choice.

Using the power of three, a prospect feels like they have control over the buying decision.

But let me let you in on a secret.

You already know your “recommended” product is the best value, because that’s how you set this whole thing up. You’ve bundled the packages this way from the start.

 

Here’s the magic of “why” it works…

A prospect looks to the cheapest tier first, the essentials, because the price drew their eye.

But on closer inspection realize it’s not actually going to give them what they’re after.

Flicking over to the exclusive package it sounds fantastic, but PHEW, that price, it’s a little out of the ball park for right now.

“Hang on, what about the recommended package,” the prospect considers.

It’s got everything I was actually looking for…

And that price, well it’s perhaps a little more than I was comfortable spending, but it’s better value for me and my business than the top tier one, so let’s give it a go.

You decided at the start your “recommended” package will be the best deal, but by offering a prospect a choice, your conversion rates will go through the roof.

Plus, you’ll also grab sales from those who can only afford the essentials right now, pulling prospects into your pipeline, into your world, where you can gently coax them into a larger investment at a later date, and who knows.

You may even find a couple of whales who just fall into your lap and are happy to pay VIP prices.

It all starts with setting up tiered pricing.

Much love,

Are you using webinars to sell your services?

Are you using webinars to sell your services

Unless you’ve been living under a rock, you’ve probably heard of webinars as a sales tool. Get a group of prospects together on a call, demonstrate your value and leave them with a pitch for your services. More and more agencies, coaches, consultants and even traditional businesses are using webinars to sell their services.

And for good reason, webinars actually work, really damn well.

Done right, a webinar has the potential to drive sale after sale after sale to your business. Heck, you can even automate the process, so that you’re not even live on the call. You can just sit back, send your traffic to your registration page, and let the software do the heavy lifting. The leads come to you. But why do they work so well?

 

Webinars allow you to build a connection

Hosting a webinar allows you to build a connection with your listeners, and as more and more people dial in, you can start to do this at scale.

Hopefully you’ve woven some personal elements into your story you’re telling on the call, so by the end of it, the people online feel like they know you, they know where you come from, they know what you value and they feel a real connection to you as a person.

That’s key, people buy based on their feelings, and you need to generate this human connection to everyone on the call.

 

Webinars work when you add value first

There’s a golden rule here that I’ve found after doing countless webinars of my own, and listening to hundreds (if not thousands) more. Your whole focus as a presenter should be on the listeners who have dialed in, adding value first, before you even think of pitching anything.

And when I say value, I mean real, actionable lessons they can take to apply in their business today. Spend 80% of your time, adding value during your webinar. You should focus on explaining an industry secret, demonstrating a working solution, or providing some kind of insight that they wouldn’t get ANYWHERE else. Otherwise, why would anyone register in the first place?

Don’t just use a webinar as a sales pitch. You need to add value first, or your listeners simply won’t convert.

 

Webinars cannot be all about you

Building on the value angle, you need to remember it’s not all about you. Your listeners are giving up the one asset they will never get more of, their time, to dial in. Make it worthwhile otherwise you risk losing their respect.

I sat through a webinar recently that was 98% about the speaker. Once we got through her life story, every business success she’d ever achieved, all of the celebrities she knew, and testimonial after testimonial after testimonial, I realized I’d just wasted 40 minutes on a humble brag. The pitch was terrible, she didn’t offer anything of value, and I had zero incentive to act. I actually unsubscribed afterwards.

Don’t do this with your webinar, you need to think of your listeners needs first.

 

Webinars need to push listeners to take action

Of course, I’m not a big fan of hard, pushy sales tactics, but if you don’t give listeners any incentive to act, they won’t. It’s digital marketing 101.

The trick is to strike a balance between becoming a sleazy online car salesman, but to put together valuable add-ons to your offer that have a real and present value. Perhaps it’s free access to another course you’re selling, or individual consultations available to the first 5 or 10 buyers. I’ve even seen live (3+ hour events) give away brand new iPhones.

Yes, it’s cheesy and you need to stay on brand, but there’s a reason to do this. It works.

Just make sure you’re not too, over the top with it.

 

Webinars allow for multiple product offers

Now, your webinar should be designed to sell a single product, but there’s a magic number when it comes to making online sales, and that’s the rule of three. Think back to any landing page you’ve ever been on, and there are usually three versions of the offer.

  • The “essentials” bundle that gives you just enough, but not every feature you need.
  • The “recommended” bundle that’s what the marketer actually wants you to buy.
  • The “platinum” bundle that’s horrendously overpriced, just in case.

This strategy works because it anchors a prospects mindset on the bundle you’re looking to sell. They don’t want the budget version, so this is ruled out, and the $xx,xxx offer you’re offering to VIP customers is way out of budget.

Ultimately, the recommended product you want to sell looks like the best deal, and that’s the one that they buy.

 

Webinars give you a reason to get in touch

If you’ve got any sort of email list for your business, hosting a webinar is a fantastic reason to reach out, get reconnected, and invite them to the session you’ll be running. But not only that, I actually recommend two email sequences around the webinar you host, in addition to the reminders that your software is sending out for registrants to attend the session.

The first, is the warm up sequence. I’ll expand on this in a later post, but I like to use this to add some drama, and backstory before the big event. This way when you touch on it again in your story, you can go a little quicker because people already know all about you.

The second is the follow up. In the days after your event, its prime time to get anyone “off the fence” and taking action. Short, value-adding emails only reinforce the benefits of hiring you, and can push a potential prospect to finally make a commitment to buy.

 

Webinars go by lots of different names

Of course, a webinar is a webinar, but as there’s so many people doing webinars the wrong way, the term “webinar” isn’t actually the best thing to call it. Smart marketers are now using new terms, like an online masterclass, a live workshop, a digital demonstration, or any number of others to drive the number of registrants up.

I like the term “online demo” but when I’m working with board-level executives, they respond better to terms like “digital round table.”

My advice? Test what works best for your offer and your audience, and stick with that.

 

Webinars give you a METRIC TON of data

And your job is to use it effectively.

Make sure you’re testing things like the timing of your presentations, or how a slight variance in your title or pitch may influence the final conversion rate a particular event generates. I recommend segmenting a few different groups based on the date you have.

  • Registrants who signed up but didn’t attend, should be sent a replay.
  • Anyone who stood out (asking certain questions), gets a personal email from me.
  • Active participants, might get a thank you and an exclusive offer to sign up.
  • All other participants, go into the final follow-up sequence.

Remember, the more targeted you can make your emails, the better your chances it’ll actually result in a sale, so it’s important you’re making smart use of the data you have.

 

Without a doubt, webinars are here to stay, and have quickly become a foundational element of digital sales funnels. Smart marketers are already making use of webinars to build a connection with their fans, demonstrate their expertise in a natural way, and of course, sell more stuff.

If you’re still not convinced, I don’t know what else to tell you. If you’re selling any kind of service or product online, a webinar should be a key element in your sales pipeline, otherwise you’re leaving money on the table.

Much love,

Do You Give Clients a Chance to Get a Word In?

Are You Giving Clients a Chance to Get a Word In

You’d think extroverted, chatty sales reps would be good to promote your business, right?

Sure, it sounds like a good thing.

But the biggest problem with a fast-talking sales person is they never shut up.

And that’s a concern, especially when your prospects don’t feel heard.

Ever have a conversation with a loved one and get distracted…

Quickly followed by a “are you even listening to me?”

You know how that story ends.

In this day and age, there’s no place for a pushy, aggressive sales rep.

Not over the long term anyway.

You need to focus less on rattling off the sales script, and get the customer talking.

Stop reciting benefits and features, and actually figure out the problem a prospect has.

Start putting their needs above your own, and pitching a solution they truly need.

That’s when your pipeline gets exciting, and your customers become your biggest fans.

 

Traditional sales training pushes too hard

Watch any movie, from Boiler Room to the Wolf of Wall Street and you’ll see this in action.

Young, hungry sales reps are brought in, and turned into “killers”

With aggressive sales training, high targets, and an atmosphere with zero customer respect.

Pity that Jordan ended up in prison, and most boiler room call centers are borderline illegal.

Because while these sales tactics do work, on a particular type of clientele…

They don’t provide a foundation for any sort of decent customer relationship.

So, what’s the alternative?

 

Put the customer at the heart of the sale

And the easiest way to make the customer the center of a sales call is to listen.

To ask the kind of questions that get them talking.

Get them opening up about their needs, and the motivations behind the deal.

I like to ask prospects questions like…

  • “Tell me, what brought on your call today?”
  • “Explain the help you need from me, in your own words…”
  • “What other solutions have you tried?”
  • “What worked well, what didn’t work so well?”
  • “What does the ideal solution look like for you and your business?”
  • “Is there anyone else we should loop into these discussions?”
  • “What else can you tell me that’s relevant to this project?”

Get them taking, then shut up, sit back and start listening.

Tap the power of the strong silent type

Ever have a friend who was always called the strong, silent type?

There’s a simple psychological technique at play here.

The words you speak have value, and the more you talk, the more you dilute it.

On a sales call, you need to slow down, and speak less.

Because the quality of what you say, is more important than the quantity.

I’ll admit, I struggle with this…

When I proposed to my wife it was such a machine gun barrage of words it took her a few seconds to actually process what just happened.

We laugh about it now, but I do regret not taking a breath first, and slowing the heck down.

Same logic applies to your sales calls.

Too much talking makes you appear nervous and unconfident.

Slow down, speak less, and make your words count.

 

Get comfortable with an extended silence

It seems weird, but I like to play a game when I’m doing a sales call.

Of course, this works best when you’re already on a good run, and the prospect is happy.

You need to get comfortable with silence.

In negotiations it’s a common tactic, as a power play to get the other side to open up

But it also works in sales.

Because silence makes people uncomfortable, so they get nervous and start talking.

Talking more than they normally would.

And when your client is talking this is a good thing, because you listen.

Especially when they’re off-balance.

Because that’s when a hidden motivation or pain points comes up.

And you can use this extra insight to bring the deal home.

 

Don’t play all your cards at once

Now I get a lot of flak for this here in Asia, where things run on “local time”

But growing up punctuality was a big deal for me.

It was a sign of respect, both of your time and those waiting to meet you.

I’ll admit, traffic has often gotten the better of me.

And there have been times where I’ve run meetings far over time.

But when I started looking back, my most successful meetings were the short ones.

Where I was on time, we hit the key points, and I left perhaps even 5 or 10 minutes early.

When I started analyzing why these meetings worked best, I found the key.

I wasn’t playing all my cards at once.

I’d go in, (being punctual and all), and we’d talk about the key issues.

Then, I’d have to run to another meeting and I’d leave… but with a promise.

To send them an email on the points we hadn’t got to,

Or the extra info they’d asked for.

It created a kind of a required follow up, that allowed me to continue hitting touch points.

While demonstrating I was in fact, highly responsive and could deliver on my promises.

It also allowed clients the time to debrief themselves after our meeting,

And come back with any questions of their own.

Of course, this strategy did extend the sales process somewhat,

But the meetings I ran like this had much higher conversions.

So, don’t play all your cards at once.

Leave your clients wanting more.

And close them in the follow-up meeting.

 

When I approach a sales call these days I’m aiming to speak less than a third of the time.

My goal is to get the client talking,

Use extended silences and think carefully in all of my responses,

And give prospects a reason to read my follow up emails,

So, I can close them in another meeting.

It may lack the glitz and glamor of the sales floors we all imagine on Wall Street.

But by giving clients a chance to get a word in, you’ll quickly figure out how to sell to them.

And once you do that, well my friend, that’s when things get exciting.

Here’s to your sales success.

 

Much love

Stop Making Mistakes and Start Selling Like a Pro

When I started in sales I made a lot of mistakes.

Enthusiastic and a tad over-eager, I shudder when I think back to some of my first sales calls.

The good news though, is this.

You may think sales comes naturally to some people…

And I’ll agree, it does come easier to some than others.

But sales is a skill you can learn.

A process you can master, no matter your background or how introverted you think you are.

And with a little practice, you’ll start landing deal, after deal, after deal.

The trick?

Stop making mistakes.

I’ve personally made all of these mistakes (and probably more) at one point in my career or another, and it was only once I realized and corrected the error, did things start to look up.

 

You need to prepare beforehand

 

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Of course, you probably already know the customer’s name, but it shouldn’t stop there.

Take 15 minutes and do your due diligence before any sales call.

Information is power in these calls, remember that.

Ideally, you’re looking to answer a few pre-qualifying questions.

I’ll start with the prospect, and get some background on their role in the organization (are they the final decision maker, or is someone else involved).

Then comes the company, I try to estimate the revenues and size of the business (so I don’t underprice), and also get a feel for what they are like to work for.

Glassdoor is worth checking too, I’m looking for any “red flags” I need to investigate further on the call, and their employees are a pretty good indicator of what the business is like.

And of course, I need to decide if I think the solution I have will be a good fit.

 

You need to organize your wild cards

 

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Second part of the preparation is what I call my wild cards.

You don’t want a tricky question to throw off your confidence, or your rhythm…

So, you also need to be ready for any question the client may throw at you.

At a minimum, have things like your pricing, FAQs, testimonials available right there.

Think about potential objections the customer might have, and how you will counter.

All of this kind of stuff, sit down, think it out, and plan how you’ll overcome it.

But don’t forget the wild cards.

Because I already know the client (from step 1), I like to look for a few extra things.

These are my wild cards…

  • See if they’ve any public social media accounts, to find a common interest
  • See if the company has been in the news recently, and learn what it was about
  • See if there’s any breaking news in their industry, or any new emerging trends
  • See if there’s any case study’s or examples where I’ve worked with a similar client
  • See if there’s any quick wins I can recommend to the client, right then and there

Armed with a few extra tips, insights and proof, I have everything I need to dazzle a prospective client, right from the get-go in that first meeting.

 

You need to control the meeting

 

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When talking to decision makers, it’s important to control the conversation.

Because they’re used to taking charge, and can de-rail your meeting if you’re not careful.

My advice?

Be confident, and step in quickly at the start to set the stage.

It looks like this.

Thank them for their time, and tell them exactly what to expect.

“Thanks John for the call today.

To make the best use of these 30 minutes I’ve prepared a few questions that’ll keep us on track, and give me a good handle on what you’re struggling with.

And of course, leaving plenty of time after to answer any and all questions you may have on our products, the business, or anything else on your mind. Sound good?”

Leading in like this lets you take control, without being too pushy.

And the best part, you’ve set the stage to ask the questions you need, to guide that particular prospect on the path you need them to follow.

That is, making the sale.

 

You need to ask the right questions

 

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Key to all of this actually working, is your ability to ask the right questions.

Your job, is to ask, then shut up.

Sit back, and listen.

With the right questions, your prospect will quickly start opening up, talking about their needs, issues, and any problems they’ve had before, so you can do two things.

First, overcome the specific objections they’ve got in their mind.

Second, position yourself as the authority, and the ideal solution for their needs.

I tend to ask questions like…

  • “Tell me, what brought on your call today?”
  • “Explain the help you need from me, in your own words…”
  • “What other solutions have you tried?”
  • “What worked well, what didn’t work so well?”
  • “What does the ideal solution look like for you and your business?”
  • “Is there anyone else we should loop into these discussions?”
  • “What else can you tell me that’s relevant to this project?”

I’ve got a list of questions just like these, that I write up before every client call in my notebook (I’m weird like that, I like writing things down).

Then I make sure we get them answered on the call or in the meeting.

 

You need to let the client talk

 

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I’m as guilty of this as the next person, but if you remember nothing else, remember this.

Silence gets clients talking.

Ask your questions, then shut up, sit back, and let the client talk.

I know, I know…

It can be very easy to switch into “sales” mode at this point,

Rattling off all of the virtues of your product or the pitch you’ve prepared for hours.

Please, please, do not do this.

You need to let the client talk.

The client doesn’t care about the pitch, or the hundred other things you prepared to say.

The client cares about one thing.

Their pain.

And to close the deal, you need the client to believe your solution solves their pain.

Your job is to listen.

Let them tell you about their business, the challenges they’re having.

Once they’re done, you’ve got all the ammunition you need to set your solution as the ideal.

To tailor your pitch to their exact pain…

And your product as the solution to overcome the challenges they’re facing.

Get it right, and your numbers will go through the roof.

 

You need to ask for the sale

 

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Notice I say “ask” here and not push.

Pushy sales tactics don’t work, so stop the scaremongering and all the other nonsense.

You don’t need to use pushy sales to sell effectively,

Especially if you’ve got a good product you believe in.

Because if you’ve done your job on the call, the ask becomes the next logical step.

They already know it’s coming.

You’ve heard all about their pains and learnt what they need.

You’ve repositioned your solution as the answer to their needs.

You’ve wowed them with your knowledge of their business and the industry.

It’s crystal-clear at this stage WHY they should buy, so don’t overthink it.

Ask for the sale.

“What day works best to get you started?”

“Here’s the purchase link, let’s reconnect Tuesday and I’ll walk you through the initial steps”

“Great, so that’s it. It’ll be $xxx for [solution], how would you like to pay?

Of course, not everyone is ready for that right then and there, and in these cases I put the ball in their court, giving them an easy out if that’s what they’re after.

“Right, so how would you like to proceed?”

They may need to loop in a decision maker, need time or more information from you for a final approval, or simply prefer to sleep on it and get back to you tomorrow.

Don’t sweat it, if the sale is meant to be (and you’ve done everything on your side), you’re in the best possible position to close the deal.

You don’t need to be pushy about it.

 

You need to prioritize lead generation

 

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Finally, and this is another that I’m guilty of, but it’s important.

Lead gen needs to play a constant role in your business.

If you want to build any sort of reliability in your income…

You can’t only search for clients when times are bad.

Clients can almost “smell” the desperation when you NEED to close a deal to make rent,

Which not only scares them off, it puts you at a significant disadvantage in the negotiations.

Your goal, is to have an abundance of new clients coming in,

Every week, every month,

So that you’re never in a position where one sales call is make or break, do or die.

Take an hour or so each week, and set that aside for prospecting.

You’ll start to build a solid pipeline of new business,

And once the sales start rolling in, you’ll be glad you did.

 

Phew. So that’s it. Learn these lessons well and make sure you’re not making any of these mistakes in your sales calls. It may be an adjustment from where you are now, but put a focus on it, and trust me, your bottom line will thank you.

Much love,

The Power of LinkedIn Connections to Kickstart a Business

the power of linkedin to kickstart your business

Hitting “publish” on a new website is exciting, but…

You need to get the word out.

Otherwise no one really knows it’s there.

It’s like opening a new store in the middle of the desert.

You ain’t gunna get any customers without any marketing.

Now, I was extremely fortunate with my agency, building on the work I’d done for a few past copywriting clients, I had a couple of quick wins and I was cruising on easy street as they sent me a bunch of new leads.

But a couple of months in, business started slowing down.

Word of mouth marketing was working, but referrals just weren’t enough.

And I was still bootstrapping, lacking a big budget to launch a campaign with a bang.

So, I circled back to my network, and decided to double down on a known quantity to drum up some new business.

My network.

 

Tapping LinkedIn for Your Business


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Granted, this was 2015 so things were a little different on LinkedIn…

But as I write this it’s got me thinking I need to rekindle this particular gem of a strategy in the coming months.

It’s quite powerful when done right, and I’ll keep you posted how it goes with a new update just as soon as I am done.

But back to this…

I chose LinkedIn for this experiment for a couple of reasons.

It was way better than cold emailing, and as I was just getting my agency off the ground I didn’t have a massive portfolio or decades of experience backing me up to help me win a bunch of new business.

What I had, was a big group of friends.

People I’d connected to at events, other expats, colleagues and former study buddies, even a few old bosses in there.

And that’s a powerful thing.

Plus, I figured if anyone was going to give me the time of day, it’d be someone who already knew me.

Because we already had rapport, so I could jump straight into the “ask” (without having to put a lot of time in, getting to know each potential target)…

HINT: If you’re planning on using this approach with someone who doesn’t know you, it’s not going to get the same results. You need to butter the prospect up first, the prospect has to value your opinion, feel like you actually care about them, and see you as an authority. Otherwise, they’re not going to give up their valuable time, talking to you. 

 

Approaching this thing with a plan in mind…


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Well, it wasn’t rocket science.

I downloaded a list of my connections (just head into Settings > Getting a copy of your data, and you can grab these all here).

At the time there were about 1,200 in my list, and I knew I needed to cull these.

Then came the filtering.

I was looking for business owners, preferably in Thailand.

Line by line, as tedious as this sounds, I deleted anyone who didn’t fit my ideal client profile in the excel file.

For the people who looked interesting, I had a look at their profile, and did some digging.

Not spending long on each one, just enough to help me make a gut decision – “Would they be interested?”

Granted, this did take a couple of hours, but it was worth it.

I wanted the people I was messaging to be my ideal clients.

And as the goal was a free consult, I didn’t want to spend the next 3 months tied up on calls and website reviews.

So I was a little brutal culling the list.

When it was done, there were 55 names.

55 people in my network (1st degree connections), I believed would benefit from an upgrade to their website.

It was time for the outreach…

 

Actually reaching out to my list…

Even though I had all their emails, I decided to stick to LinkedIn for the messages.

Remember, we’re talking 2015 here.

This was before the platform became a haven for spammers, and I didn’t want to get lost in their email inbox.

If I were to do it all again, I’d do the same now, but with a careful eye on the response rate.

Potentially switching to emails or even a WhatsApp / SMS to do something different if I wasn’t getting the messages read.

Remember, these are people I know (or am comfortable enough with them to message them directly).

You should be targeting the same kind of people.

So back in my spreadsheet, I added three columns with the titles.

  1. Outreach date.
  2. Follow up date.
  3. Notes.

Very simple, nothing too fancy about it.

I just wanted to track who I’d messaged, remember to send a follow up a few days later, and have a space to put in any notes or comments along the way.

Here’s the message I sent out.

Today, I would

  • Personalize this even more and shorten the message as we’re all on our phones anyway.
  • Drop in some emojis, I like these little guys just don’t overdo it (for god’s sake).
  • Lose the company links, and maybe see how a direct booking link to a service like Calendy works.

So it’d be like.

=====

Hey [Frank], jealous of your Fiji trip 👌👌 we should grab a beer so I can hear all about it.

But the reason for my message – I’m launching a new website service, and we’re doing free reviews of existing sites. Thought of you as I was putting this together mate, goal is to give you some quick wins to make more bookings/sales/whatever.

Interested? 

=====

If you make it as easy as possible to reply, that’s when your prospects hit you back.

Right, so next steps.

Depending on their reply, my targets were either…

  • Not keen (so I’d say thanks and have a good one)
  • Keen (so I’d review their site, and organize a call so I can show them what I think)

The ultimate goal being to position myself as the expert, so they know who to call when they do want to make a change.

And they did call.

Though I will say this.

The way I write my emails and messages isn’t everyone’s cup of tea, and that’s fine.

I’m not trying to be something I’m not, or to make everyone happy.

I send messages like I talk and I don’t work well hiding behind a “face” or a persona.

I just do me.

And it almost becomes a filter to eliminate people who don’t like my style.

And that’s fine, because the people who do respond to it, connect even better.

Those are the customers I want.

 

So, how’d this whole thing go?


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Looking over the numbers, I sent 42 messages.

With the exception of one, they all got read (you can see in message if it’s read or not).

Seven of my friends got back to me asking for feedback.

I handled three over email, five over the consultation calls I wanted.

The reason I wanted calls is they’re more personal.

You can cover a heck of a lot more than typing out a mammoth email…

But you can also ask questions, figuring out what they need, what they’re after, and positioning your business as the logical solution to their problems.

Oh, and bonus points if you can keep it light and make them laugh.

Now, a couple of my friends were looking for services I didn’t provide, a couple of people were just looking for free advice, and one wasn’t in a place to make a change. Which is fine….

Because I landed three new clients out of it.

THREE FRIKKEN CLIENTS.

Three new website projects on the books, reflecting a whopping 7% conversion rate on my outreach.

Oh, and zero ad spend.

All up, it was just over 10 hours work.

  • 2 hours refining the list of prospects and writing the messages.
  • 2 hours messaging everyone on the list.
  • 5 hours prepping and doing the “quick consultation calls”
  • And about an hour of admin, coordinating timings, following up, that sort of thing.

That’s a damn good return on investment.

Especially as a bootstrapped entrepreneur.

I wasn’t risking money on a “big and scary” campaign.

It didn’t even take that much time.

And you could even space the outreach out if you’re worried about too much work coming in, too fast.

It’s entirely up to you.

I just know that it works.

And that’s why I need to start doing this again (AND YOU SHOULD TOO).

Much love,

It’s Time to Release the Cold-Calling Sales Beast

It’s Time to Release the Cold-Calling Sales Beast

Tele-frikken-marketers are the plague of the sales industry…

Seeming to have a knack for dialing in at the most perfectly impossible times.

Or maybe that’s just one of the latest sales hacks I’ve yet to learn.

But I can tell you this…

For the longest time I hated cold calling.

So when I started my agency, I didn’t do it.

Telling myself I was above that, there were “better” things to spend my time on.

What I was missing though was quite important, because cold calling is an incredible technique when it’s done right.

And I should know, I spent several months in University working sales on the phones.

 

My Sink or Swim Intro to Cold Calling


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I thought I’d be a natural on the phones, I was a confident kid.

From speeches to presentations, I nailed it (at least in my head).

But on the phones, it was just a bit too scripted.

I’d rattle off the pitch like a hyperactive mumble-rapper…

Even if the caller on the other end of the line could understand me, there was no chance to get a word in edgewise.

Eventually, through sheer numbers alone, I started making sales.

I slowed down a bit too, once the nerves wore off.

And my sales figures started growing, but it was a grind.

 

The Pain of Being a Telemarketer

Sure, people talk about fears and doubts when you’re cold calling.

Those who were scared of getting on a call, because they were sick of getting rejected.

The others, who didn’t like being a salesperson in the first place, and hesitated instead of pushing for the close.

For me though, the hardest part was the sheer volume.

I’d speak to more than 100 people in a four-hour shift.

In the following months I clocked over 10,000 calls (I remember this, it excited me at the time).

But I hated it.

Falling asleep with sales scripts still running through my head.

Losing my voice after being on the phone on back-to-back double-shifts.

And being so worn out from the constant barrage of selling all I wanted to do when I got home was curl up in my bed and ignore the world.

So, understandably, I decided to throw in the towel, and declare cold calling to be the devil.

cold calling is the devil

 

Realizing I Needed to Start Dialing

More that ten years down the line I’d come full circle.

Perhaps cold calling wasn’t the devil.

I’d just been to a Wolf of Wall St event in Bangkok, re-watched the movie and was pumped.

And as I looked at a list of strategies to drum up some new clients, it was right there.

Get back on the phones.

But I knew I’d never be able to grind out hundreds of calls a day.

That would be madness, so I decided to start small.

Here’s how I did it.

(HINT: If I can do this, you’ve got no excuse)

 

Reigniting a Passion for the Phones.

For starters, I set a simple goal.

A covenant with myself if you like (yep, that stuck with me from Yes Man too, though the book was far more awesome than the movie).

Make three calls a day, and make 15 calls a week.

I’d spend 15-20 minutes on this a day, and regroup after a month to see the results.

It wasn’t pretty at first.

I didn’t have a clear script, and I struggled through the calls.

I’d just kind of wing it, and it ended up being awkward more often than not.

My Skype credits kept running out, once it happened mid-call which was a nightmare…

After a couple of weeks, no wins or even any decent leads, I’d all but given up.

I stopped selling.

But not one to give up a promise to myself, (and risk the consequences), I kept calling.

But instead of trying in vain to make a pitch, I started asking questions.

I got genuinely interested in what they were doing, and working on…

  • I asked them about their business.
  • I asked them about their website, and the results they had seen.
  • I asked them about their struggles, and what help they were looking for.

And where I could, I offered my thoughts, giving value with no strings attached.

You can imagine my surprise when a client I was on the line with told me to send him a quote.

He wanted a new website, and I was the guy to do it.

I started getting real business out of these calls.

It was a damn good feeling.

 

Looking back, here’s what I learnt:

  1. Don’t try to make a sale AT ALL, just focus on giving some value.
  2. Don’t get caught up on the failures, my goal was only ever number of calls.
  3. Don’t overthink it, it’s just a phone call for Christ’s sake.

 

 

SNEAK PEEK: My Cold Call Process

At the highest level this does look rather simple, but it works.

Plain and simple.

But often, it’s not the technique that’s missing, it’s just us getting started.

Picking up the phone and making some calls.

Here’s what my process quickly started to look like…

 

OVERALL GOAL: Get the client to agree to a 30 minute “free website consultation”

(The idea here is to demonstrate value and build trust without trying to make a sale).

STEP 1: Research the prospect and the website

(The idea here is to find 2-3 quick wins you can share on the call. Maybe the above the fold copy needs to be reworked, or there’s no CTA in sight, the contact details are missing or whatever it is. You want to demonstrate the value you bring, no strings attached).

STEP 2: Find an angle that connects you two

(The idea here is to turn a cold prospect into a warm lead. I actually searched prospects that I had something in common with, be it we recently attended the same conference, have a mutual connection, or whatever it is. You want to demonstrate you’re not a volume caller, this is a personalized call). 

STEP 3: Pick up the phone and call…

Me:      Hey there, this is Travis from Studio Digita, is this [prospect name]?

Client:  Yep that’s me…(cut in here, not rudely, but just to take charge of the call)

Me:      Wicked, now I won’t take more than a minute of your time, but…

            …I saw your booth at XYZ Convention…
            …I saw you pop into my feed after [mutual friend] did SOMETHING…
            …I saw your pitch at “some industry event”…

            And when I took a look at your website, I noticed a couple of quick wins.

            Things you could fix FREE, and I just wanted to reach out and give you a heads up.

            Have you got a few minutes now, or would you prefer I shoot these over on email?

 

From here, there’s three outcomes.

  1. Sorry not interested. That’s cool, accept the “no” and move to your next call.  
  2. They’re busy to talk, but have confirmed to send the details on email.
  3. They’re keen to hear me out right away, so I run them through what I think.

No matter what happens, be courteous, energetic, and remember to mind your P’s and Q’s (say please and thank you).

If they are headed down path number 2 or 3, I also normally ask if they’d like to connect on social media, they say yep, and we’re done for now.

All up, one of these calls takes just a few minutes.

The magic to all of this is the follow up, you want to build a relationship, and position yourself as the “helpful expert”

THAT MEANS NO HARD, PUSHY SALES NONSENSE.

Keep it light.

Connect with them on social media, maybe comment on a few of their posts and try to stay “top-of-mind” for the next couple of weeks.

If I read something about their industry I’ll flick it through to them.

Once you’ve connected 4 or 5 times, this is when you say something like…

“Hey, so I was thinking. We found a couple of quick wins the last time I looked at your site, do you think there’d be a value to jump on say a 30 minute call to go over it in depth, and see what other improvements there may be?”

I found almost 70 percent of people at this stage are interested to hear more.

Then it’s on you to use the call to demonstrate even more value, start learning about their pain points, and oh I don’t know, perhaps start positioning yourself for the sale, as the handy expert who can fix all of these problems for them, taking the weight right off their shoulders?

BAM. Sales done.

Just remember, the key to becoming a cold calling beast isn’t quantity, it’s quality.

Take the time to prepare for your calls, properly screen every prospect and ensure they fit your target client.

Then it’s just a matter of picking up the phone, to start dialing.

You’ll be surprised the impact a few new relationships with the right people can make on your bottom line.

Much love,

 

7 Reasons Why You Need to Focus on Sales

7 Reasons Why You Need to Focus on Sales

Somewhere along the line, “sales” became a dirty word.

When you think of a sales rep most people imagine a door-to-door salesmen shoving a product down your throat or the vultures waiting to pounce at a used car lot. You can probably already see the greasy hair and the cheap suit in your mind, right?

And even though I never like referring to what I do as “sales”

After hours and hours trying to redefine it, I had a realization.

There’s just no better word for it.

I do sales.

But so, do you.

Everyone is in sales.

No matter what you’re doing in life, I’m willing to bet there’s a sales angle.

  • When you’re chasing a promotion at work, you need to sell yourself for the position.
  • When you’re renting a flash new apartment, you need to sell yourself to the landlord.
  • When you’re looking for the love of your life, well, you’re selling them on you too.

Whether we like to admit it or not, sales is actually a big part of life.

Even more so for entrepreneurs.

If you want to have any sort of success in your business, you need to be able to sell.

Here’s why.

 

Selling is the gatekeeper

You don’t need to be able to sell ice to the Eskimo’s, but if you’re not even trying to sell that’s a major red flag in your business. Selling is the gatekeeper to everything else.


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“Without sales, you don’t have a business. You’ve got a ticking time bomb”

Sales brings the money in, the revenue, the new clients you need to be adding to your roster so you can actually start building a business. It doesn’t matter if you’ve just had a massive investment or are bootstrapping like crazy, without sales, your capital will eventually run out, and your business will be dead in the water.

 

Selling pushes your boundaries

You know what’s funny? When I started putting a focus on selling my business grew faster. Selling pushed me out of my comfort zone, in more ways than one.


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“If you’re not getting uncomfortable in your job, you’re not pushing hard enough.”

Whether you like it or not, being in business often means getting uncomfortable. You’ve got to learn new skills, push your boundaries, and do more. Otherwise all your efforts, everything your working on will be for nothing, once the competition takes over. If you’re not a step ahead, you’ll be one of the 9 out of 10 businesses that just don’t make it.

 

Selling builds loyalty

Done right, good salesmanship is all about building relationships, and with good relationships comes one of the most critical aspects of running a business, loyalty.


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“When customers love you, and love the work you do, they’ll beat a path to your door.”

I shouldn’t have to tell you that loyalty is a stepping stone to a sustainable business. For one, it’s far cheaper to keep a past client happy than it is to convert a new prospect. But the kicker here is trust. Loyal customers, they trust you’ll do right by them. And they’ll keep coming back to you, spending their money again and again, because of that loyalty.

 

Selling entices investors

Watch any episode of Shark Tank, ever, and you’ll see this one in action. Of course, a good idea will get your foot in the door, but sales is what gets an investor to cut you a check.


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“If you can’t sell an investor on your business, you don’t deserve their capital.”

Getting people to part with their heard-earned cash is one of the hardest tasks you’ll face as an entrepreneur. You need to convince hardened sharks, people who know the business world like the back of their hands, why you’re worth investing in. Not being able to sell is why so many aspiring entrepreneurs struggle to get the capital they need to grow.

 

Selling opens doors

I’ve found that when I truly believe in the products I’m selling, and my heart is in the business, it opens doors. The people you’re talking to you can see it.


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“If you wouldn’t buy your own product, why the heck should anyone else?”

But not just for customers. New suppliers and new vendors are often taking a roll of the dice with a new partner, and many will rely on their gut before signing a deal. Why should they trust you if your heart isn’t in the game? Put yourself behind the products your selling, and doors will start opening to bigger and better opportunities.

 

Selling fosters engagement

But it’s not just partners and vendors this works for, being able to sell is fundamental to creating a strong team, aligned to achieving your vision for the company.


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“If you can’t sell your team on the vision, you’re up a certain creek without a paddle…”

Your job is to sell your staff on your vision for the company, the goals you have for the business and get them motivated. Otherwise why in the hell would they get on board to start with? Why would they continue to hang around? Forget clients for a second here, the first people you need to sell are your team. That’s where too many people go wrong.

 

Selling is contagious

When you truly believe in what you’re doing, it creates an energy. A force that is almost contagious, as everyone you know simply wants to be a part of it.


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“Tap into your enthusiasm and passion, and sales will happen naturally as a result.”

As people, we want to be on the winning team. Clients can almost sense everything you’re doing, and they want in. They want to be a part of something. If you create a company that centers around sales, selling becomes very easy. You won’t need to rely on pushy tactics or outdated techniques, instead, clients will be beating a path to your door.

 

In closing, I leave you with a simple thought.

Sales is key, the heart of a business.

Your job is to push yourself to do what’s required to grow your business, whether you like it or not. I may not have always considered myself a “salesman,” but if I hadn’t figured out how to sell, I can tell you this with certainty. I wouldn’t have a business anymore.

If you want to build a successful business, you need to master sales.

Much love,