sales strategy

[338] Why you feel scared of selling (and what to do about it)

Are you scared of selling? Are you crippled by nerves when it comes to pitching for new business or asking for the sale?

In this episode, sales expert Marcus Cauchi gives practical advice on overcoming your fears using tried and tested techniques that will allow you to make sales naturally and authentically.

{Click on the player above to listen to the podcast episode and/or read on for a detailed overview. Scroll down to the bottom to read the show notes including all the links mentioned in this episode}.

Why are most of us scared of selling?

Marcus believes this is down to things we were told as a child. Statements such as, “Children should be seen and not heard”, “The customer is always right” and, “You can’t trust salespeople” influence how we do business - and not always in a positive way.

“We’re conditioned from childhood to associate sales with slimy, pushy, self-interested sales people and therefore every experience we’ve had with them is largely negative. As a result, we try not to be one of them,” he explains.

And instead of seeing ourselves as being equal, we tend to put our customers on a pedestal – and in doing so we give away our power.

How to get your prospects to do the selling

One of the biggest mistakes people make in sales is to focus on themselves - rather than their prospect, says Marcus.

“When you talk about yourself you fall into a trap where, when you tell people stuff, they don't believe you. When you show them, they believe a little bit. When other people tell them, they'll believe some of it, but they always believe everything they tell themselves.”

An effective salesperson listens 70% of the time and talks 30% of the time. And when they do talk, they ask questions, rather than give information. This allows the prospect to tell their story, to talk about the pain they are experiencing and explore the possible solutions - meaning they actually end up selling to you.

This is very different to how sales is traditionally taught which typically involves the following steps: qualifying loosely for money, presenting features and benefits, then closing the prospect.

Marcus sees this as manipulative. He'd much prefer people volunteer for the sale and ask, "When can we start?"

This is a far more efficient, effective and authentic way of selling because people hate to be sold to but they love to buy.

How to plan your sales conversations

When people feel under pressure to make a sales, they tend to talk a lot and try to educate, says Marcus. But this doesn’t work because you’re telling the prospect what/how to think, rather than helping them draw their own conclusions.

To avoid this he suggests being clear on what you're trying to achieve in a conversation with a prospect: “All too often people go into a sales conversation with no plan,” he says.

It’s important to plan what your desired outcome is, and decide in advance on your best case scenario, what will be acceptable, what your worst acceptable outcome will be and what your walk away point is.

“Plan eight to ten great questions that will make your prospects prick up their ears. I believe we differentiate in the questions we ask, not the information that we give. That's where our credibility comes from,” says Marcus.

How to diagnose not sell

Marcus advises consultants and coaches to diagnose rather than sell - using the analogy of doctors who always diagnose before they prescribe.

An effective salesperson asks a series of questions, with permission, then nurtures the prospect through a discovery process where they self diagnose that they have a problem, he says.

The key is to help prospects discover for themselves why they want what you have to offer. The idea is to help them reach their own conclusion so they volunteer the sale and say: "I want you to help me. How do I pay? When can we get started?"

When you do this, you’re not pushing, says Marcus. In fact you're doing the opposite. You're not trying to convince – your prospect has to convince themselves.

How to voice your concerns/qualifying prospects

Qualifying your prospects is an essential part of the sales process, allowing you to make an informed judgement about whether you and the potential client or customer will be a good fit.

This can include voicing any concerns either party has about working together. Janet explains how in the past she has had concerns about event sponsors not having the resources to follow up the leads they gather as part of the sponsorship arrangement. She has learnt that it’s worth being honest about these concerns before agreeing to bring them on board as a sponsor.

Marcus agrees: “If you're going to have half-hour conversations with non-prospects, it's going to be a disaster. If on the other hand, you're going to have three to five-minute conversations with people so that you can qualify them in or out, that brings value and raises awareness and familiarity.”

He reminds us that too often, people focus on the wrong end of the problem and forget the question: “What's the thing we're trying to fix?”

Marcus’s Top Tips

  • Start with your intent - Your intent is not to sell, but to understand and make sure that the other person knows that you're there to help them, not yourself.
  • On sales calls and in meetings be clear, upfront about what you both want to happen, what you don't want to happen and what the boundaries are.
  • Ask quality questions, not bland, mundane questions. Then listen. Too often people are only silent long enough to look for the pause when they can jump in.
  • Slow down - allow for double or triple the time that you're currently putting in for sales calls to give you the time to ask the questions you have planned and your prospect the opportunity to answer fully.

Podcast Show Notes:

  • Marcus’s business story (8:30)
  • Why selling always has negative connotations (10:20)
  • How to change your selling behaviour so people will engage with you (and buy from you) (13:50)
  • How asking questions will help start a conversation (plus examples of how to do this) (15:52)
  • How to make your prospect feel comfortable (plus dealing with imposter syndrome) (21:50)
  • Why you shouldn’t try and please everyone (32:26)
  • How this technique can change your mindset both professionally and personally (38:25)
  • Why you shouldn’t be pushy when you’re selling (44:55)
  • Marcus’ key tips for improving your selling technique (47:15)

Resources

Marcus Cauchi: Website

Marcus on LinkedIn and Twitter

Apply for a place on the LinkedIn Content Strategy Masterclass here

Get your hands on the ‘How to write awesome sales copy’ course now

Janet Murray’s Audience Calculator

Register your interest in the Build Your Audience programme

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

Connect with me on Twitter, Instagram, Facebook and LinkedIn

 

[325] Three social media posts that will help you generate sales today

Do you feel like you spend all your time on social media but never actually make any sales? In this podcast episode I share three different content ideas that are guaranteed to help you start making money today.

Here’s what you’ll learn in this episode:

  • Why you need to actively tell people your products are for sale (4:05)
  • Examples of ‘review’ content (5:26)
  • How to use review content to promote a product or service (9:35)
  • Examples of ‘gratitude’ content (12:16)
  • How to use gratitude content to promote a product or service (17:35)
  • How to create behind-the-scenes content(21:06)
  • The four key stages to consider when creating these types of content posts (27:42)

Resources

Screenflow

Episode 294: How to quadruple your income in the seven days with Jennifer Hamley

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Janet Murray’s Love Marketing Facebook Community

Connect with me on Twitter, Instagram and Facebook

 

[320] How to host a Christmas sale on Facebook Live

Using Facebook Live to sell your products in the run up to Christmas can be a great way of standing out from your competitors - giving your customers a chance to see the person behind the brand and ask any questions they have there and then.  Listen to this episode for my top ten tips on how to host and promote a successful Facebook Live Christmas sale.

Here’s what you’ll learn in this episode:

  • Why it’s a good idea to sell your products via a Facebook Live (2:03)
  • When to host your Christmas sale (4:30)
  • Why you need to consider the format of your Facebook Lives (5:02)
  • What tech you need to consider for your Facebook Lives (6:10)
  • How to prepare your ten word top line for you and each product/service you are selling (8:32)
  • Why you need to think about the FAQ’s people may ask (9:31)
  • Why you need a single call to action (10:58)
  • Why you need to ‘show’ and not ‘tell’ (12:15)
  • How to promote your Facebook Live (14:40)

Resources

My Facebook Page

Episode 294: How to quadruple your income in seven days with Jennifer Hamley

ECamm Live

B Live

Order the 2019 Sorted Content Planning Toolkit here

Order the 2019 Media Diary

Order the 2019 Media Diary and Media Diary Owners’ Club

Order the 2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Janet Murray’s Love Marketing Facebook Community

Connect with me on Twitter, Instagram and Facebook

[313] On-Air Coaching: How do I sell to an audience that isn't used to being sold to?

Have you built up an audience of people who won’t buy from you?  Or do you feel the fear when it comes to selling to them?

In this on-air coaching episode with sustainability expert, Jen Gale, I share helpful tips on how to start conversations with your audience on pricing and sales, dealing with objections, how to reach out to your ideal customer and why testimonials that share a transformation are vital to converting sales.

Here’s what you’ll learn in this episode:

  • Jen’s business story and the challenge she is facing (1:09)
  • How Jen set the pricing for her membership hub (and how it could be increased!) (3:20)
  • Why you need to offer your customers a transformation (10:05)
  • How to get great testimonials (and why you need to) (11:26)
  • Why it is sometimes necessary to ‘put the elephant in the room’ (19:27)
  • How to start having conversations with your audience about your prices/sales (24:12)
  • How to find more of your ideal customer (33:02)
  • How to train your audience to be sold to (36:55)

Resources

Jen Gale’s Website - A Sustainable Life

A Sustainable Life on Facebook and Instagram

Episode 258: How to get testimonials that convert into sales

Blog post: How much does it cost to put on a live workshop or conference?

Blog post: Want to attend a conference but don’t have the budget? Here’s how…

Marcus Sheridan’s book: They ask, you answer

Episode 262: Why you need to sell more than you think

Download your free 2019 Media Calendar here

Pre-order the 2019 Media Diary

Pre-order the 2019 Media Diary and Media Diary Owners’ Club

2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Content Live 2018

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Janet Murray’s Love Marketing Facebook Community

Connect with me on Twitter, Instagram and Facebook

 

 

[312] 10 marketing ideas for Black Friday

Whatever you think of Black Friday, the consumer stats show that it cannot be ignored.  Here are some practical tips on how to make the most of Black Friday -  including what to offer, how to plan your event/sale and how to promote it to your audience.

If you want to listen to the podcast episode on this topic, click on the player at the top of the post (or subscribe to the Janet Murray Show on Apple - or wherever you listen to podcasts). Alternatively you can read the blog post below...

  • What is Black Friday? (1:37)
  • How to market your business for Black Friday (even if you’re not a fan of the concept itself) (2:57)
  • Different types of offers you could try (4:50)
  • How to prepare for Black Friday (and start talking to your customers about it) (6:10)
  • What you should be doing during the promotion (8:20)

What is Black Friday?

Black Friday is the day after Thanksgiving - traditionally the day that marks the beginning of the Christmas shopping season. It started off in brick and mortar stores, but since marketers invented Cyber Monday (which happens a few days later), many online retailers run Black Friday promotions over three or four days. In fact, some are stringing it out for weeks at a time.

Why do some people hate Black Friday? 

With over 75% of UK retailers now offering promotions, and over 50% of the population planning to spend on Black Friday, through to Cyber Monday, it’s a trend that’s difficult to ignore. But if you are thinking about running a sale or promotion, it’s worth remembering that some people are opposed to Black Friday - generally because they feel it represents rampant consumerism and greed.

Does this mean you shouldn’t run Black Friday promotions?

Not at all. In fact you could use it as a force for good.

For example, the clothing retailer FatFace doesn’t give discounts, but does donate to charity on Black Friday. Everlane, another clothing retailer, used to shut down its website on Black Friday - to make a point about the need for more thoughtful consumerism. Last year, staff decided to put the profits that they made on the day into improving conditions in their factories in China.

If you’re not keen on the idea of running a Black Friday promotion, you might consider doing something on Small Business Saturday instead (traditionally run on the first day of December) which is intended  to celebrate small, independent businesses and retailers. That way, you can encourage people to change their shopping habits (by shopping with independent businesses) as well as generate income for your business.

How to plan a Black Friday sale or promotion

If you have decided to host a Black Friday sale or offer, here’s a few ideas for what you could offer:

  • A discount on your products/services
  • A free gift with every order
  • A new/limited edition product
  • Buy one get one free (BOGOF)
  • A secret/surprise discount (like lastminute.com’s Secret Hotels)
  • Flexible returns (try before you buy)
  • Special deals for existing and previous customers
  • Upgrades for subscribers/regulars e.g. if you run a hair salon, you could offer a free head/shoulder massage or styling products with every booking
  • Create scarcity with a time-limited offer 
  • Free shipping

How to plan a Black Friday sale or promotion

It’s a good idea to start promoting your Black Friday offers and deals at least three or four weeks ahead. This doesn’t necessarily mean promoting your sale (people tend to have short memories) but you can start by having conversations with your followers/subscribers about what kind of offers they’d be interested in seeing as part of your Black Friday promotion. And if you suspect your customers/clients might be sensitive about Black Friday sales, ask them what they think - before you invest time and money in creating anything.

Getting started early will help you to create a waitlist of people who are interested in hearing about your Black Friday promotion/sale and you can even offer an additional incentive or bonus to those on your waiting list.

Preparing well in advance will also give you time to create content e.g. blog posts, social media posts, email marketing copy for your Black Friday promotion.  Thinking about some of the objections people might have to your products or services (or even a Black Friday sale itself) can be a great place to start.

Another thing you might want to consider is partnering with businesses that are closely aligned to yours. So let's say, for example, that you offer makeup lessons that people can give as a Christmas present. You could partner with a local hair salon to add in a bundle of hair products or maybe a free blow dry.  If you can pool your marketing efforts, you'll find it much easier to make sales.

What to do during your Black Friday sale or promotion

It goes without saying that you should promote your Black Friday sale or promotion across all your social media channels - and email your list if you have one.

Pro tip: create different landing pages for different social media platforms e.g. LinkedIn, Twitter, Facebook, Facebook groups, Pinterest using software like Leadpages will allow you to measure which social media platforms are converting the best for you.

And don’t forget to use key hashtags like #BlackFriday2018 or #BlackFridayDeals to increase your exposure.

You might also like to use a countdown timer to show when particular deals or offers are ending. In fact, I've seen some Black Friday deals where they do hourly offers. So they might have a special price or a special freebie available, but it's only available for a couple of hours or one hour. Countdown timers can add a real sense of urgency.

Hosting an online event or party (on Facebook, Twitter or Zoom for example) and\or hosting a competition or a giveaway can also be a nice idea. Although not related to Black Friday, Jen Hamley's Facebook Live sales helped her generate £12k in sales in a week. 

Podcast shownotes

Download your free 2019 Media Calendar here

Pre-order the 2019 Media Diary

Pre-order the 2019 Media Diary and Media Diary Owners’ Club

2019 Wall Year Planner

Janet Murray’s Love Marketing Membership

Content Live 2018

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Janet Murray’s Love Marketing Facebook Community

Connect with me on Twitter, Instagram and Facebook

10 marketing ideas for black friday janet murray

 

[302] How we generated 56k in 10 days (Sales Challenge debrief)

During my recent FREE sales challenge, participants made a staggering 56k in sales - making this one of my most successful online challenges yet.  Want to know all the details?

In this episode, I share behind-the-scenes from the challenge, including which social media platforms sent me the most referrals, why my Facebook ads tanked - and how you can create a free challenge that converts into sales.

Here’s what you’ll learn in this episode:

  • Why I chose to run a free sales challenge (01:22)
  • Why you shouldn’t just concentrate on attracting new leads (but focus on your hot leads instead) (5:29)
  • The key figures for the Sales Challenge (6:08)
  • How to create a free challenge that successfully converts into sales (8:32)
  • Summary of the daily challenge (11:52)
  • How to market an online challenge  (14:16)
  • Which platforms received the most sign-ups for the challenge (Email, Facebook, Podcast show notes etc) (18:05)
  • Lessons to be learnt from hosting this challenge (24:02)
  • Details from the Sales Challenge Leaderboard (28:56)

Resources

FREE 5 Day Sales Challenge

Episode 254: How to build your email list through online challenges

Episode 256: How to promote an online challenge

Janet Murray’s Love Marketing Membership

Content Live 2018

Love Marketing, Make Money Income Goals Checklist

The Janet Murray Show Podcast Guide

My YouTube channel

**MY BOOK ** Your Press Release Is Breaking My Heart (A Totally Unconventional

Guide To Selling Your Story In The Media)

My FREE Janet Murray’s Love Marketing Facebook Community

Connect with me on Twitter, Instagram and Facebook