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198 - Momentum Isn't Magic: Manage Your Sales Pipeline Like a Top Performer · Amplify Your Marketing Message with Christine Campbell Rapin

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  If you are a B2B service based business owner and you are
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  looking to gain more clients, create more impact and more
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  revenue in your business, TuneIn to amplify your marketing
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  message with Christine Campbell Rappin.
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  Every week we're going to take you through how to build an
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  audience of buyers, mastering your marketing message and
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  making offers. Welcome back, my friends.
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  I am here to broadcast loudly this week that momentum isn't
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  magic. It isn't a mystery.
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  It is management. And I'm gonna show you exactly
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  what to manage to build that momentum in your business.
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  Welcome to amplify your marketing message.
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  I am your host, Christine Campbell Rappin, and I believe
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  that one step taken consistently at the speed at which you choose
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  is the key to momentum. But direction plays a big role.
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  Management is the key to it all. Because here's the thing I'm
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  seeing. You're hoping that momentum will
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  occur, you're dreaming of it, but you're not doing the things
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  that matter. Business development is not a
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  task on your To Do List. Running your business with A to
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  do list mentality is keeping you broke out of momentum and
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  struggling more than you need to.
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  And staying there my friends is a choice now when I invite you
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  to make want to invite you to change.
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  Business development is a non negotiable and it is the most
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  important big rock in your business every single day in the
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  life of your business. And I watched too many people
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  say that that's a Sunday activity.
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  They get distracted in the noise, and yet I will tell you
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  the distraction of the noise costs you and creates the roller
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  coaster you're on. Successful salespeople are not
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  built on magic. Those that have consistently
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  successful careers in sales come down to those that know how to
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  run a pipeline and recognize that relationships and
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  management of the conversation with relationships with other
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  people is a strategic asset that we manage actively.
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  And so I want you to have a business that rewards you like a
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  business, consistent income, knowing your bills and then some
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  are paid where you write your own paycheck.
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  But to do that, you need to run your business like a CEO who
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  leads a sales org, because sales is not negotiable.
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  And it doesn't have to be hard. Trust me, it really doesn't.
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  Just takes a system that has intentional movement that we
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  stay disciplined to create momentum around.
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  So I'm gonna give you a couple key tips today on how I do this.
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  This is me running my business. This is also me running other
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  people's businesses. And it's how collectively we've
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  been able to double our business every year we've been in
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  business. And I've helped other business
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  owners, more than 400 of them create a billion dollars in
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  revenue. That's B with a billion behind
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  it. Badass, right?
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  It comes down to the following. First things first is you must
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  know your numbers. You cannot build momentum
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  without measurement. And I will tell you this, I
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  think the number one reason businesses struggle is because
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  they're afraid to measure. And sometimes people use the
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  word accountability. And she's gonna think, if you
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  want to take a language, lesson me with me for a sidebar moment.
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  Accountability is the Latin word for measure.
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  So measurement isn't judgment. So stop the judgment.
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  What is is A CEO knows what is is.
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  Results on the bottom line is the only thing that matters.
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  If you want to be rewarded like CEO, act like 1 and measure your
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  numbers. Second piece of the puzzle is
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  that movement is the key to building momentum, which means
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  that you have to move every opportunity forward.
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  That means you should have a discipline.
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  I think every day and every week and every month around the
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  things you track that says are we on course or do we need a
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  course correction and do we have the right seats at the table.
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  I have implemented Salesforce that CRM specifically twice in
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  organizations when I was employed corporately.
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  And here's the philosophy that we built our day-to-day round.
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  If it's not in the CRM, you could be using a spreadsheet or
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  something as complicated as sales force.
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  You do you whatever you need, but don't out scope the CRM.
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  This best CRM that exists on the planet is the one you will use.
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  But here's what we used to say and I say it to myself every
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  single day. If it's not in the CRM, it
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  doesn't exist. If it's in the CRM, it must be
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  actively managed. We must determine the different
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  categories and the proximity to one business and manage
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  accordingly our day-to-day priorities.
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  And if you are not doing this tracking, moving and monitoring,
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  you are hoping and waiting for a miracle.
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  Stability does not get created in magic, it gets created in
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  intentional leadership. And I will tell you this,
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  running CRM is not the glory part of your business.
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  I used to say to my team, it's a non negotiable if you do not run
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  your CRM, if you do not track the day you spent, if I do not
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  have visibility to a grenade that's being loved at me, you
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  will not stay in my team. And I take that same attitude to
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  my Business Today. And that's why my business is on
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  this massive growth trajectory. I want stability and I'm willing
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  to play with the CRM mentality. And if it's not in there, it
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  doesn't exist. If it's up to me and it's in
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  there, I must move it. And I must monitor and track the
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  closest path, the cash, and be sure my day is run by the big
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  rocks and move us towards income and not get lost in the
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  distractions. And as a result, that's where
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  the sexiness comes. That's where the choice comes
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  from. That's where the freedom of
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  writing your own paycheck comes from.
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  So I invite you to know your numbers and to commit to the
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  discipline of running your business like a business so it
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  will reward you as such. And that means you have to
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  commit here, right now, in your own mind.
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  Commit to stop relying on hope and instead really understand
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  how to create demand. And demand is the name of the
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  game. And this is an economics lesson.
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  So sit down, buttercup. Buckle up.
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  We're going to take you to my first year of university when I
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  understood and started the journey with economics.
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  And yeah, I guess that's guess what, guys?
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  In case you didn't know, I didn't just decide to be a
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  business mentor. I equipped myself with business
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  skills and I've used them for 25 years, which is why people hire
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  us. I understand economics, both
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  macro and micro. I can write your PNL.
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  I can write your books. I don't want to, but I do
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  understand it. And that enables me to help.
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  Correct guide and create really predictable results with
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  clients, but demand is the name of the game you are looking for.
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  Is there activity movement in the marketplace?
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  Do people know they have a problem?
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  Are they prepared to invest? What are they investing in?
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  How do I compare? And instead, if you don't think
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  about demand, you're relying on a hope strategy.
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  And I think sometimes that's the big gap.
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  I think a lot of people think that the business world is
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  really just what I have this great idea, I'm going to go to
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  the marketplace and it's going to fly.
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  And I will tell you that's the fastest path to crickets.
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  It's not about what you want to supply.
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  Truly, you put the cart before the horse is what does the
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  market demand and can I serve it.
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  And you must build this skill of creating demand, which means you
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  must understand how to build leads, how to build interest,
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  how to build movement with those who have a known problem they
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  want solved. And you can supply guidance, A
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  framework and a predictable outcome.
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  So stop relying on hope. I want you to audit right now.
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  Think back over the last 30 days in your business, the people
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  you've talked to, what is their intent to buy and what does that
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  horizon look like? I see so many clients stuck in
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  one to one meetings that go nowhere because they're talking
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  to people with low intent to solve the problem.
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  And every week when we're working with our clients,
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  whether we're in our momentum to Millions program, whether we're
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  in the Momentum Builder program, note that everything starts with
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  momentum. We are asking the question, how
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  many people are on your pipeline?
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  What stage are they at and what is their intent to purchase
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  when? And we use this philosophy of
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  three lanes of traffic. You may have heard this, there
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  are podcast episodes specifically around this in this
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  show. So go search for them.
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  But we talk about the slow middle and fast lane, and that
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  comes down to the speed at which they want to make a decision and
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  start creating the results. If you have everybody in the
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  slow lane, you're talking to someday Buyers.
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  Well, my friends, a whole calendar of low intent someday
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  buyers will keep you broke because there's no movement in
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  the US. It's too far away.
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  And yet we do want low intent buyers in our ecosystem because
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  we constantly know that a low intent buyer, if something
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  happens, there's a moment, an impact, a trigger, they could
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  immediately become a buyer tomorrow.
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  And I want to stay top of mind with them.
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  But watch how you get caught in the someday Dream Hope strategy.
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  The 2nd lane is the middle lane, and this is somebody who's in
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  the current problem right now. We always like repeating
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  problems. They create stability and
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  consistent income and it gives us the ability to serve a client
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  repeatedly, which is awesome for our relationships.
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  Our long term value of a client and the wind and trust is
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  faster. But you're looking for the
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  pattern of today, which means I have to solve this in the next
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  30 to 60 days cause they have two choices, keep the problem
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  and white knuckle my way through till the pattern repeats or I
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  could solve it today. And your job is to not hope they
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  do that, it's to invite them to consider changing directions.
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  The decision ultimately is theirs, but our movement towards
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  that spin is the day-to-day big rock priority.
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  Fast Lane is somebody who has already made the decision to
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  solve this, already decided and they are hoping that you will
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  lead them to is today the day they want to solve it within the
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  next 30 days, ideally maybe even today, maybe even this week.
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  And our job is to stay in communication and ask all the
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  time. It's today the day and be ready
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  to receive the yes, but I want you to audit your last 30 days.
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  What is your pipeline look like? When I work with my clients, I
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  said in our programs, I said bring up your dashboard every
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  month. We do this every single month.
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  Bring up your dashboard. How many people are in the fast
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  lane? How many people are in the
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  middle lane? How many people are in the slow
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  lane? And how has this ecosystem
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  changed? How have you moved this pipeline
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  forward? And that is both in terms of
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  decisions and in speed. And yes, sometimes people will
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  go from slow lane to fast lane. Sometimes they also go the other
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  way but movement is the key cause guys I told you movement
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  is management and momentum is built on the movement not magic.
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  So you want to recognize how are you playing the game and if
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  you're getting. Conceptually I get this, but I'm
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  a little lost. You're lost because you don't
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  live it currently, so don't expect yourself to suddenly
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  build skills like a Unicorn. I want to help you build the
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  skills by showing you, teaching you, mentoring you, and
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  supporting you. And if you're curious about
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  that, go to christinecampbellrappin.com and
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  let's have a conversation. Because momentum is the name of
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  the game. You can adjust your speed, but
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  managing the pipeline and building it and stacking it so
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  that you have enough people to always be in the middle of fast
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  lane is a system. And I want to share with you the
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  fast track to that system right now.
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  So momentum comes from activity. OK, I said you can choose your
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  speed, but getting off 0 is not negotiable in my world.
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  And So what are we gonna do with that?
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  I think the right rooms, the right stages, the right
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  authority driven content, making direct invitations and nurturing
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  relationships. Or how we win.
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  Note I didn't say super complicated tack.
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  Note I didn't say you had to have paid ads.
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  Note, I didn't say you had to have bucket loads of money.
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  I know that there are the numbers game.
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  I started with that, but I never lose sight that people can move
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  in one conversation. So I must stack momentum by
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  knowing really clear who I am, what I serve, and I get active
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  in the right rooms, right stages, right communities, right
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  relationships, right asks and the right content that is both
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  owned authority and borrowed authority.
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  What makes us awesome? We have a track record.
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  I've created a billion dollars of people.
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  I know how to manage a pipeline. In fact, interestingly enough, I
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  will tell you I have been both loved and hated by CEO's when
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  I've been at the table because I am really disciplined by the
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  pipeline and that meant I was the top performing salesperson
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  in most orgs I work with. I won awards, I've been the top
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  performer and here's the kicker, why they hate me.
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  I've also been the only woman who's done it.
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  I work mostly in my career in male dominated industries.
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  I did not win business with my bar tab.
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  I wind it. With the relationships, I wind
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  it wind it seriously. Christina can't even speak.
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  I wanted with relationships. I want it with the discipline of
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  listening and managing A pipeline.
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  And this is a skill that can be acquired.
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  It gives you the freedom like my clients who say I had the most
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  amazing thing. I got a phone call from my
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  friend and client Dan. Dan said to me, I had the
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  wildest thing happen. And we've been working right now
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  with Dan on creating a dashboard, working the
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  dashboard. He said I don't know why this
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  works. I just have evidence it does.
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  Because if I'm in activity, it isn't always that that direct
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  opportunity wins. Something else moves because our
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  natural state be in motion. And he called me the other day.
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  He said I want my biggest client ever, a retained client, $4000 a
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  month. And I said, tell me the journey
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  that you got there. And he said I went from first
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  contact to one client in less than a week.
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  It's the fastest I've ever done it it my head is still
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  truthfully spinning. I'm struggling a bit with
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  impostor syndrome, but I got how the system creates my stability.
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  I knew what to say, when to say it, how to lead them, and I was
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  prepared to receive the result. And I was so freaking excited
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  for him because he created it. He created it with tools.
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  We we talked, but he's using the tools effectively and that's the
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  name of the game because you have to move the pipeline.
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  It's momentum and this is the invitation I want you to take
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  today. Great sales are structured.
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  Great systems scale your business and you cannot live in
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  a hope strategy. There is a formula.
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  We teach it every single day. The question for you is will you
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  take this invitation? Because can you do it on your
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  own 100% if you don't have the skill set, don't make the easy
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  stuff hard. Come and have a conversation
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  with us. Business development is non
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  negotiable. It should be your number one
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  priority cause sales is the lifeblood of your business.
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  Sales solves almost every problem in your business because
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  it creates cash. And I will tell you this, if you
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  don't prioritize it, it won't happen.
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  But I guarantee you this somebody today is ready to buy,
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  work your system through the work.
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  And if you need a mentor to remind you, invite you,
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  encourage you, kick your butt until you stop hiding, I'm for
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  hire. I'm Christine Campbell Rappin.
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  We'll see you in our next episode.
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  That's a wrap on another amazing episode of Amplify Your
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  Marketing Message with me, your host, Christine Campbell Rappin.
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  Be sure to subscribe on your favorite podcast platform so you
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  don't miss another great episode.
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  And be sure to visit christinecampbellrappin.com/podcast
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  to get a free resource on how to master your marketing message.
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  We'll see.