Latest / Empire Secrets of Digital Marketing with Mariana Henninger / How To Makes Sales Calls Easy... The Digital Marketing Strategy That Gets Clients Who Are Ready To Buy | Ep. 145

Transcript

How To Makes Sales Calls Easy... The Digital Marketing Strategy That Gets Clients Who Are Ready To Buy | Ep. 145 · Empire Secrets of Digital Marketing with Mariana Henninger

• 0:00
  Hey everyone.
• 0:00
  Welcome back to another episode of Empire Secrets.
• 0:03
  I'm your host, Mariana Henninger, and if you're new to the show, this is the podcast for established coaches and online business owners who are ready to make more sales, and have people understand the magic that's on the inside when they meet them for the first time.
• 0:20
  So how can you accelerate your sales by not closing harder, by not posting more content, but by literally attracting the right people to your world so that they understand and see the magic of what you offer, and not only are triggered and activated from a trust perspective, but have their belief shifted so they're ready and showing up in your DMs saying,"I'm in.
• 0:44
  How do I sign up?
• 0:45
  Where's the link?" I'm your host, Mariana Henninger.
• 0:47
  If you're new to the show, I am an Emmy Award-winning storyteller turned entrepreneur, and I help coaches do exactly that, have premium pre-sold clients showing up ready to buy without having to post a million pieces of content, and having the dreamiest clients, seeing the magic of what's on the inside, on the outside.
• 1:08
  Welcome to the show.
• 1:09
  I wanted to talk about something really funny today.
• 1:11
  Every once in a while, I'll do an episode called Empire Secrets, and today I wanna s- share with you a conversation that I had with my husband, where he straight up said, You're not a closer." And listen, the background story is that my husband was in sales for many, many years, so he has a lot more experience in selling than I ever did.
• 1:32
  So I worked, you know, at The Wall Street Journal, and Time Magazine, and NBC, and New York Times, and I didn't close for most of my life, right?
• 1:41
  I didn't even make sales.
• 1:42
  I sold myself.
• 1:43
  I pitched stories, and that is a kind of sale.
• 1:47
  But I didn't have a product, or a service, or an offer that I was selling until I started Brandmagnetic.
• 1:54
  And so in all fairness, he has so much more experience than I do at this, and he kind of escalated the ranks in his sales career, so he's really good at it.
• 2:06
  And it, um...
• 2:07
  And when he told me that I'm not a closer, which has happened a couple times, it happened again last night, and I was like,"You know what?
• 2:12
  I'm gonna share this," because it got me thinking about what that means.
• 2:17
  He comes from a world where it was a lot more on-the-phone sales.
• 2:20
  People don't pick up the phone as much as they used to.
• 2:23
  They don't have those conversations as much as they used to.
• 2:26
  I love the appeal of selling one to many, and so the way that I've sold my programs are through email and through webinars, through presentations, through speaking in other people's groups, and all of that good stuff, versus like, Do you wanna jump on a call?" Or having somebody jump on a call, it's like,"Hey, why don't we do this over voice message because, um, I think it's better." Anyway, so I actually did take his advice and bought this book, The Closers.
• 2:55
  It's gonna be showing up in my actual physical mailbox in a couple days because I'm curious to see what it says.
• 3:02
  He says it's a fantastic book.
• 3:04
  A lot of it's not PC, so he kind of warned me in advance.
• 3:08
  But I know that there's value to knowing how to close somebody.
• 3:13
  I get that.
• 3:13
  And honestly, a lot of online businesses are built around knowing how to take a prospect on a call and getting them to say yes at the end of that call.
• 3:22
  And a lot of it is like make them feel their pain really, really hard, overcome all the objections that they have, and then they'll naturally buy.
• 3:31
  What happens a lot of the times is if you're running that model, you kind of know, uh, if you're paying for closers t- that actually work on commission, and so if people are not coming into your program, they're not getting paid.
• 3:43
  So you know that that is kind of a problematic model because eventually you're letting people into your world who might not be a good fit, and who might be the worst kind of clients, who might drain your energy, who might drain the bank.
• 3:58
  And ultimately, that to me is a terrible experience, and I'm not saying that happens on every call, because if it is the right person and all they need is to see things from a different perspective, right?
• 4:10
  Then you're doing them a service.
• 4:12
  And by the way, this is assuming that your offer is actually awesome, right?
• 4:16
  This is...
• 4:17
  I'm not talking about people whose offers suck.
• 4:19
  I'm talking about people whose offers are actually great and would be a good fit for this person.
• 4:24
  But if that person is not ready, and what you're doing is helping them say yes to something that will actually help them, okay, by all means, keep doing that.
• 4:34
  But we know that a lot of times what happens is the person's not ready or the person's not a good fit, and they're kind of being pushed through the door anyway.
• 4:42
  And so aside from the problems that you have having clients like that, that are not only draining your bank account, but draining your energy and your will to live and will to coach.
• 4:52
  It got me thinking about how I buy, because I don't like getting on sales calls.
• 4:58
  I don't like being convinced of stuff.
• 5:00
  I am a very sophisticated buyer by the definition of my friend Eugene Schwartz from Breakthrough Advertising.
• 5:09
  I know the market.
• 5:11
  I know the deal.
• 5:12
  I know sales.
• 5:13
  And so when you put me on a call with somebody that I know is just, like, reading a script, it is the biggest turnoff for me.
• 5:20
  I do not want to be closed on a call.
• 5:24
  I wanna make my own decisions.
• 5:25
  I wanna ask the right...
• 5:26
  I wanna ask the questions.
• 5:28
  I want to know.
• 5:29
  And I'm happy to answer some questions because I know that in a coaching relationship, it needs to be a good fit for both sides, especially if there's more...
• 5:38
  if it's not, like, a, a big, massive program.
• 5:40
  So I'm happy to answer questions, but ultimately, I want to ask the questions.
• 5:45
  And that's how I buy.
• 5:46
  Not everybody buys like that, right?
• 5:48
  And so I think when my husband tells me I'm not a closer, it comes from my spirit and my intention of not wanting to close anyone who's not ready to be in my world.
• 6:02
  The entire principle of my program of Presold clients, the entire principle of the human connection video within that program is that your dreamiest client shows up ready to buy, right?
• 6:15
  They are coming to you.
• 6:16
  They are calling themselves to action.
• 6:18
  They are raising their hands.
• 6:19
  Number one, those are the best kinds of clients.
• 6:22
  Those are the people who are ready to take action, who don't make excuses, who are not going to drain your energy.
• 6:29
  In fact, they're gonna give you energy to work with them because they're going to get the best results.
• 6:33
  And so those are the people that I wanna attract into my world, and those are the kinds of clients that thankfully I have had this whole time because I don't close people on sales calls.
• 6:43
  I'm probably not good at it because I don't wanna do it.
• 6:46
  I want the people who hear my message, align with it, and raise their own hand, and come to me being like,"Marianna, I'm in." And maybe they're not 100% in it yet.
• 6:57
  Maybe they do have questions, and that is totally fine.
• 6:59
  I want them to ask me questions.
• 7:00
  I want them to get whatever's missing in my marketing and messaging.
• 7:05
  Like, I'm happy to answer the questions.
• 7:07
  It's not somebody who's coming in and asking a million questions because usually that person is insecure.
• 7:12
  Uh, but ask me questions.
• 7:13
  Like, if there's something that's missing, you wanna kind of get a taste of what it's like on the inside, I'll answer your questions, no problem.
• 7:20
  But I am not here to overcome your objections on a call so that you pay me money at the end of that call.
• 7:28
  Pre-sold clients, my program, is essentially the two-step process of marketing that leads to a situation where you don't need to close people.
• 7:39
  And so I was trying to explain this to my husband, so that was funny.
• 7:42
  But it's really two components.
• 7:43
  The first component is that your ideal client needs to trust you, which means they need to be activated in terms of their trust triggers, right?
• 7:52
  They need to feel that you get them, you care about them, you have got them, you're an expert, and finally, that your values align.
• 7:59
  So they need to be triggered in that trust.
• 8:02
  It's like, Okay, I trust you.
• 8:04
  I've got this." Number two, you need to then shift their beliefs'cause they might trust you as their guide, and that might be enough.
• 8:13
  Honestly, sometimes that is enough.
• 8:15
  But sometimes you need to shift their beliefs in order to get them to the place where they're ready to say yes.
• 8:22
  And what that means is that their perspective on the situation might need to be shifted.
• 8:28
  Their vision of reality, their vision of themselves, and what they're capable of.
• 8:32
  The method might need shifting.
• 8:35
  They might not think they have the amount of time necessary.
• 8:37
  So you shift that.
• 8:38
  You shift their perspective on how important their product is.
• 8:42
  So you're really shifting their perspectives and beliefs in addition to making them trust you.
• 8:47
  So it's trust and belief shifts are the two components necessary to get people, your dreamiest client, pre-sold on you and ready to say yes to your program.
• 8:57
  And so I realize, like, I don't wanna get on a sales call.
• 9:00
  I don't wanna be sold to.
• 9:02
  I want to make my own decisions about whether your program is the right fit for me, and I'm happy to make sure it's...
• 9:09
  I'm the right fit for you.
• 9:11
  And so for that reason, I've not spent my time learning how to close because that's not how I like to buy.
• 9:18
  And so I hope this encourages you that you do not need to be a hard closer in order to make sales.
• 9:25
  You should not be a hard closer.
• 9:26
  You should be a soft closer.
• 9:28
  You should be the person who is creating the ecosystem of trust that makes your dreamiest client close themselves on you.
• 9:37
  If you have the right marketing in place, sales become irrelevant and unnecessary.
• 9:44
  It just happens.
• 9:45
  And so I wanted to share that with you because the first part of that ecosystem is trust, is getting people to trust you.
• 9:53
  If they don't trust you, forget about it.
• 9:54
  You can shift their beliefs all day.
• 9:56
  They're not gonna choose you for that solution.
• 9:59
  And so the way that we do that, the cornerstone of that process, is the human connection video.
• 10:06
  It's a two to three-minute video that really tells the story of who you are, but in a way that activates the trust triggers in your dreamiest client and get them to feel,"Oh my gosh, oh, I found my person." And I am giving the entire blueprint away in a training at the end of this month.
• 10:24
  I'm giving the entire blueprint away that was previously inside of my 3 to$5,000 program for pennies on the dollar at the end of the month.
• 10:34
  If you join before I teach it live, you get the extra bonus of my entire AI dream team of bots that support you in the process of scripting your human connection video and writing the shot list for you, so you know exactly what to say and exactly what to film based on your story and who your dreamiest client is that you need to get them to trust you.
• 10:58
  So if you wanna learn more, connect with me on Instagram@brandmagnetic and DM me the word human and my automation will send you all the details of the workshop.
• 11:06
  Grab your ticket and I'll see you on the inside and I'll see you on the next episode of Empire Secrets.
• 11:11
  Bye for now.