Latest / The SmallBizChat with Melinda Emerson / How to Have 300% Increase in Sales Connections with Yvonne E.L. Silver

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How to Have 300% Increase in Sales Connections with Yvonne E.L. Silver · The SmallBizChat with Melinda Emerson

• 0:02
  321.
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  Lift off.
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  Ending small business failure.
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  Welcome to the Small Biz Chat podcast with the number one small business expert, Melinda
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  Emerson.
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  Melinda's goal is to end small business failure, and she'll give you the information
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  you need to succeed and live the life you dream of.
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  Now here's your host, the smallbizchat lady herself, Melinda Emerson.
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  Have you subscribed to the Small Biz Chat podcast?
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  Well, it's time.
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  Every Wednesday, we offer listeners bite sized actionable tips to start and grow a successful
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  small business.
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  In just 20 minutes or so a week, you can get a ton of insight and resources to propel your
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  business forward.
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  Be sure to subscribe to the Small Biz Chat podcast today.
• 0:58
  Hi, everybody.
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  Welcome back to the Small Biz Chat podcast.
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  I'm Melinda Emerson, your host.
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  We hope that you're watching us on our small biz lady YouTube channel or my small biz lady
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  Facebook fan page.
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  Please subscribe and share this feed.
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  We want other small business owners to have the opportunity to access this amazing information.
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  Now it's time for me to introduce my guest.
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  Miss Yvonne L.
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  Silver is CEO of Women and Wisdom Media, which she focuses on women entrepreneurs seeking to
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  flourish.
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  She's a speaker, author, entrepreneur, and executive coach, and she is an emotional
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  intelligence consultant with over 30 years of experience in startups.
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  She started as a radio show host.
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  She's an expert in communication and in sales.
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  She also held senior leadership roles in global consulting and the IT and telecommunication
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  sector.
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  Her passion is helping women re, energize their voice, leverage their presence and clearly
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  showcase their value for an expansive business growth for more information head over to Yvonne
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  silver dot com.
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  Yvonne.
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  Welcome to the small business podcast.
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  Thanks, Melinda, for the invitation.
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  Now tell us a little bit about your your background and your business.
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  What is, Women and Wisdom Media?
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  Tell us what what that is and and how you serve people.
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  So it's a it's a passion leverage from my experience growing up with my mom where my my
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  PTSD father came back from World War 2 with a bullet in Dunkirk and literally was an angry,
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  mean man.
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  He was not diagnosed and treated.
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  So he took it out on my mom, and she literally lost her voice.
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  So my passion is women in particular speaking up, finding their voice, finding their value,
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  and using their language even more powerfully to be able to ask for what they want and get
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  it, not by being aggressive, but by being clear and showcasing their value.
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  So that's the work that I do.
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  I love anything to do with words.
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  When I wrote my best selling book, that was a great opportunity to really key in on some of
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  the strategies that had really helped me over my life and my career and put it all into one
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  place and bring in 40 words and more concepts to help women ask for what they want to get it.
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  I love it.
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  I love it.
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  Alright.
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  So you boast that you can help people increase their sales 300%.
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  So I I gotta get into that with you right now.
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  So help me understand how do you do that and and what's what's the secret sauce on that?
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  Well, a few years ago, because I love communications, I ran across a communications
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  tool, which is actually developed by a company called Codebreaker, Codebreaker Global, and
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  it's the bank methodology.
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  Now many of us have used at some time in our life, we've done some sort of psychology based
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  assessment, whether it's DISC, Myers Briggs, Cullors, whatever it might be.
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  This one is specifically reverse engineered from some of the original Hippocrates, father
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  of medicine, 4 temperaments work to specifically ask about not me, but who's
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  sitting in front of me and how can I communicate more effectively with that person,
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  the potential buyer, consumer, partner relationship, etcetera?
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  So we do that in asking them in nanoseconds, 90 seconds, to complete an online profile, and
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  it's simple.
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  There's 4 values sorry, 4, profiles.
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  Each one has a set of 10 values.
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  And by looking at the cards, we then ask people to sort them into order that sounds most like
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  them and least like them.
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  And that will give us a code.
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  So my code, my first code is nurturing, followed by action, then by knowledge, and then
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  by blueprint.
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  So don't ask me to do your systems work because I am not the systems person.
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  I don't like being in a box.
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  I like helping people, personal growth, and taking action to see results.
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  So when I know what the person's personality code is, I will give them information in the
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  conversation specifically oriented to land with their values.
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  So if they're a knowledge person, they want the facts, the figures, the data, the science.
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  Nothing I'm saying is gonna convince them they need to do their own research and get the
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  evidence.
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  If they have a blueprint primary personality, they want the steps, the process.
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  It's gotta be inside the lines.
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  Nothing crazy or unusual.
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  Don't over overpromise and underdeliver.
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  And and you better show up on time.
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  The action person has got to appeal to them.
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  It's got to be exciting.
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  It's got to make them money.
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  It's got to be fast paced.
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  They only read the top line and the bottom line in your email.
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  There's no point in giving them detail.
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  They don't want the detail.
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  They just wanna know how's it gonna help me or make me make me more money.
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  And then the nurturing is all about people.
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  How is this gonna help society, humanity, impact people?
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  How is this gonna help me connect faster?
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  And they like personal punks.
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  So we have to find a way to blend.
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  If we don't know who we're talking to yet, we go into a boardroom or we go into a bigger
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  sales meeting.
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  We have to blend and have a little peppering of each of those things in the conversation so
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  that everybody hears the message.
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  It's called the art of influence, and it's a process called biology, b u y o l o g y,
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  developed by Sherry Tree with Codebreaker.
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  So okay.
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  So these cards are cool.
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  I I think I'm a red.
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  I mean, based upon I think so.
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  Mhmm.
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  But based upon what you said, I think I'm a red, but, I do have some nurturing in me.
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  I'm a mom, so I I nurture people a little bit.
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  Right?
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  So, but but help me understand.
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  How can I get somebody that I want to potentially pitch for business to to to help me
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  figure out what which one of these personalities they are?
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  I mean, if it's an assessment people have to take, how do I get some stranger that I wanna
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  have a sales meeting with to take this to take this assessment?
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  Like, what do I do?
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  Yeah.
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  So what I do, Melinda, is I set it up as part of my calendaring system.
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  So when someone goes to book a meeting with me, they have an invitation.
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  It's optional.
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  We don't force it on people, but they have an option to connect faster on the meeting and
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  learn a little bit more about their own preferred communication style.
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  It takes 90 seconds.
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  So anybody can do it.
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  And if they haven't actually completed it before the meeting starts, very often at the
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  beginning, I will say, you know, I I gave you a gift in the calendar system.
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  I'm not sure if you picked it up and learned more about your preferred communication style,
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  but it really helps us to connect faster.
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  If you haven't done it, hey, let's do it.
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  It takes 90 seconds.
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  Very rarely do people say no because it gives them insights about their own preferred
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  communication style, but it also helps me understand, how do I wanna lay out this
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  meeting?
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  How do I want to deliver things?
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  Do I wanna go fast paced and expect them to make a decision right away because they're
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  action oriented?
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  Or do I wanna give them the facts and then sit back and let them do it on their own time?
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  Because I know that someone who is one of my favorite client groups is nurturing a
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  knowledge.
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  They're intrigued about the personal growth, but they're not gonna make a quick decision.
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  So there's no point in trying to close a deal at the end of call because they need more time.
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  I see.
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  I see.
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  This is really, really interesting.
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  I like how you, I like how you do that.
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  And now I understand how you and I got together because you did that for me.
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  You sent me one of the then take it.
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  And so I was like, oh, so now I now I know the trick.
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  Okay.
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  Alright.
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  So alright.
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  So so tell me something, though.
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  Before you get to this, what are some ways that you suggest that women entrepreneurs should
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  approach approach, potential sales targets?
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  Because I think it's hard.
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  A lot of people are intimidated by the sales process.
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  And so I I just wanna know what some of the suggestions that you have for, like, methods
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  for reaching out to potential customers when you might not be super confident yet.
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  Yeah.
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  Well, I think that's the essence, Melinda, of confidence is being really clear.
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  Like, don't just say, Hey, I'm gonna start my own business.
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  Gonna put up a website tomorrow.
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  I mean, the GoDaddy adverts, they say, Yes, your website's up tomorrow.
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  However, if you don't know who you're marketing to and what it is that is the result that they
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  want to achieve, you're probably not gonna get their attention.
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  Because right now, we're so busy with so many messages, right?
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  AI has created en masse more messaging.
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  And so as we get bombarded as, you know, the public, something has to really stand out.
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  So what's the result that your product, your service, your offering is gonna give?
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  Be really clear on that first.
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  And then that's gonna tell you, where do those people who want this product hang out?
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  Where do they hang out en masse?
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  So you're not trying to have 1 on 1 and 1 on 1 conversation.
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  You wanna be the speaker at the front of the room, in front of that audience, that group,
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  that association, that club, so that your message is a one to many message.
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  And And they can always come up and book a 1 on 1 call afterwards, but you're not repeating the
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  same thing so many times.
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  So women in general, when we are clear, it's usually because we have a passion for something
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  that upset us, ticked us off, didn't seem fair.
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  And when we rise and step into that passion, translate it into a result that other women
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  want, it makes it so much easier to actually speak to it.
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  You're not selling it.
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  You're just sharing your passion.
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  But what are some common mistakes people make doing this, though?
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  Common mistakes are giving a price too early in the conversation.
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  Mhmm.
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  And very often, what I learned when I was working as a in, like, the VP of a global
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  talent management firm so this is more sort of corporate, but the same principle applies, is
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  if I told them the price early on, then all they're doing is evaluating, is that product or
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  service worth that price?
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  They haven't really given you all the information that you need to be able to reflect
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  back to them, here's what you told me.
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  Here's what is an impact if we don't fix this.
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  Like, there's a cost right now.
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  Otherwise, why would we be having the conversation?
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  And so when you give the price too early, it stops the conversation because now they're at a
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  point where they need to decide.
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  So how can you make sure that you've got all the information that you need to be able to
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  make an effective quote so that you don't end up doing more work than you're gonna get paid
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  for?
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  That's a key thing.
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  Or asking too soon and asking too much from someone else without having built a
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  relationship.
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  It's kinda like, I don't know if I can say this on your show or not, but it's kinda like
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  premature ejaculation.
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  If you go for things too fast, then it doesn't work because you haven't built the trust.
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  You haven't built the relationship.
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  Right.
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  Right.
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  I get it.
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  I get it.
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  That's that's that's really fascinating.
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  When we come back, we're gonna talk more about how to increase your sales.
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  You're watching the Small Biz Chat podcast, and we'll be right back.
• 13:10
  Hi.
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  I'm Melinda Emerson, the Small Biz Lady, and I wanna welcome you to smallbizladyacademy
• 13:15
  Academy.com, your go to resource for women entrepreneurs.
• 13:20
  Whether you're just starting out or ready to grow, we've got everything you need to succeed
• 13:25
  from expert interviews to live coaching session.
• 13:29
  Our platform offers practical tools and strategy to help you build a profitable small
• 13:36
  business.
• 13:37
  Join our vibrant community of like minded entrepreneurs today and take your business to
• 13:42
  new heights.
• 13:43
  Visit smallbizladyacademy.com and start your journey.
• 13:47
  Welcome back to the Small Biz Chef podcast.
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  I'm Melinda Everson, your host, and we're talking with Yvonne Silver about how to boost
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  your sales.
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  Alright.
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  Yvonne, tell me, what advice would you give to a small business owner that is struggling with
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  sales right now?
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  Mhmm.
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  Well, it depends what your definition of struggling is.
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  Like, if there's some urgency to this, really, my recommendation is go back to basics.
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  Right?
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  Depending on the size and the maturity of your business, can you make a list of 30 to a 150
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  people, whether they're clients or connections of yours, the people that already know, like,
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  and trust you, that you can personally start making phone calls to and being clear on your
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  ask.
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  And your ask is not, oh, can you buy my product?
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  Your ask is, who do you know that could be open to x, y, z, which is whatever the result your
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  product provides, and who are they, and is that someone that you can introduce me to today?
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  So I'm looking for a who and a referral.
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  And giving people an option to self select.
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  If it sounds like them, then they'll put their hand up and say, oh, that sounds kinda
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  interesting.
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  How do you triple your sales by 300%, right, up to 300%.
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  So you don't have to explain it a whole lot.
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  If you are, are a bit more established, then, you know, you can certainly leverage referrals,
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  right, asking for that introduction, but take it one layer deeper.
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  So if someone says, yes, I'll introduce you to my friend Sue, oh, can you reach out to Sue and
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  send a little note just quickly just to say that I'll be calling her, which adds so much
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  extra weight than just saying, hey.
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  Sue told me to call you because they've taken a little bit extra time.
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  The other thing is if you have a, opportunity to partner up with somebody who's already in
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  your same space but is a complimentary offering to you, don't think that joint venture
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  marketing is only for the big successful multimillionaire people.
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  It's for anybody who wants to partner with someone who has a complimentary service
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  offering and already has a group of your ideal clients so that you can actually have a win win
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  solution.
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  Share your services.
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  Love it.
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  Love it.
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  Alright, Yvonne.
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  What is the best business advice you've ever been given?
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  Well, we all know that customers, it takes about, you know, at least 7 times.
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  I've seen various numbers, but more time to get a new customer than it does to retain an
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  existing one.
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  So the best advice is what happens when something goes wrong?
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  Because invariably business things crop up.
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  It's not the fact that something went wrong.
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  It's how you choose to handle it, how you respond as the business owner that will keep
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  the relationship either intact or in trust.
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  So it'll show whether you have high levels of personal customer service or not.
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  And that has been at the forefront of all of my work is about how do we retain, whether it's
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  employees in my HR days or clients, because we really do need to value and fix things.
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  Right?
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  Make sure that we're responding appropriately.
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  I love that.
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  I love that.
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  I'm so much into customer retention, and I think it's something that people miss and
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  ignore.
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  And, existing customer is 60 to 65% more likely to buy from you again.
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  So, Lord, why are you chasing these new people out here?
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  Anyway, I love thank you so much for being here.
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  I love all of your advice, and I can't wait to share it more with my audience.
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  Thanks for listening to the Small Biz Chat Podcast with Melinda Emerson.
• 17:41
  Subscribe to this podcast wherever you listen to podcasts, and join us next Wednesday for
• 17:46
  more fantastic information and interviews.
• 17:49
  You can find more sources and small business success strategies by visiting Melinda's
• 17:54
  website, succeed as your own boss.com.
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  Thanks again for listening, and we'll see you next week.