Sales Funnels Archives - The Sales Evangelist

Category Archives for Sales Funnels

Webinar, Todd Earwood, Inbound Leads

TSE 983: I Reinvented The Webinar Model

 

Todd Earwood, Webinar, The Sales EvangelistOn today’s episode of The Sales Evangelist, I talk to Todd Earwood about the adage that we need not reinvent the wheel, but Todd is doing just that.

Todd famously cold-called the CEO of a billion dollar company for 43 straight days until he finally got the interview, and then the job.

He began his career in software. It wasn’t until he was making the rounds to thank investors for the success of his latest software endeavor that he realized that marketing was his real niche.  

As Todd explains it, one of the investors simply asked Todd what his future plans were, which seemed like such a silly question at the question. Software was all he had ever done. But the investor went on to say that marketing and sales were really the special skills he saw in Todd.

Todd reluctantly agreed and MoneyPath began.  [00:54]

Clear the path to purchases through quality marketing

AtMoneyPath, Todd and his group of marketers ‘clear the path to purchases.’ It is their tagline because they are dedicated to helping sales. In the marketing world of pretty pictures and shiny objects, the reality is that without the lifeblood of qualified leads coming into the sales team, good things are not going to happen. Budgets will be cut and people will lose their jobs.

But if you can master the marketing side of things, then the company grows. Everybody is happy and everybody wins. In the software environment, Todd was willing to experiment and fail. He looked beyond the traditional social channels, the paid media and the heavy use of emails.

To begin, Todd and his team did an email research project where they opted into the funnels of the top 300 SAS software companies to see what those companies would do with a cold lead. The number one email topic returned to Todd’s team was about content. The second topic was webinars and that is when things really began to change.

Now instead of writing six blog posts a week, Todd and his team create one great webinar every 15 days. Before long, they had created a massive educational series with more and more content.

Reinventing the webinar to keep listeners engaged

The old model is clearly broken because nobody really gets excited about ‘this week’s webinar’. People sign up but they don’t attend. Todd and his team wanted to change that. [03:38]

There is a poor functionality with the current webinar system. It fails to keep the listeners engaged. Even when the topic sounds interesting, we never get around to actually listening to it, or to listening to it wholeheartedly. Todd realized that the engagement model needed to change. It needed to become interesting and engaging.

There is just too much information and too many ways to deliver it. As a marketer, you are vying for the attention of the clients so you have to do something different.

As Todd explains, unless you hire Kevin Hart or Adele, it is too hard for one person to carry 30-60-90 minutes of content. So at Webinar Works, they always have at least two speakers: a host and a thought leader.

Bringing in leads

The host facilitates all the basics and keeps it moving. The host will almost immediately facilitate a poll to grab people’s attention and get them actively participating with the webinar.

Todd has seen up to 60% of the attendees join in because their webinars break the expectation of ‘another crappy webinar’ from the very start.

The thought leader for each webinar is the expert on the subject. They aren’t there to read their own bio or tell the listeners how great they are. The thought leaders are there to educate and to share their wisdom. [06:44]

The ultimate purpose of the webinar, aside from providing information to the listeners, is to obtain information from those listeners at the end in the form of a segmentation poll which generates qualified, high intent leads. This could be something as simple as asking the listeners to select the one issue addressed in the webinar that best fits their organization.

With that information, the sales rep now has a tracking mechanism that tells him which listeners actually listened to the entire webinar, as well as which listeners requested assistance.

That is way better than cold calling 2,000 people. [10:21]

Leads delivered by the webinar

The Webinar was interesting but I want to do more research.

This is not a hot lead. It is a cool lead that needs some nurturing before it goes to the sales team.

I really enjoyed the webinar but I need to refer any decision to my colleague.

With this response, the sales rep knows the problem is there and the interest is there but that more research is needed to move into the right part of the organization.

I want to learn more!

This is the hot lead button that should be flagged as a real person with interest. [11:11]

Beginning of the sales process

The live webinar event may be over but the sales work is not done. As a marketer, Todd can help you divide that 42-minute webinar into three or five smaller clips so when a listener has a problem or a question, you will be able to easily find and deliver the information they need. [14:43]

There is certainly a lot of preparation that goes into creating a webinar. Decide where you want to insert the polls. If you are creating content that educates the prospects and making statements that they haven’t heard before, you should expect and plan for questions. Your content should drive the questions, and those questions will increase engagement. [17:10]

People will register for a webinar with a good hook.

  • Choose three to five points and dedicate 10-12 minutes to present each point.
  • Know what problem you want to solve and walk the listener through that scenario.
  • Present listeners with the options they need to solve that problem.

If you do it right, the listener will naturally determine, for themselves, that you have the answer he needs. [18:54]

Webinar trends and tactics

As far as the words people use – webinar vs masterclass, Todd has seen a trend in that most blog posts titles tie directly to a webinar.  For example, ‘Top Five Ways to Do X’ or ‘Old Method vs New Method’.

Todd believes that the content should appeal to a narrow persona so that it draws only those people that will benefit from the content of your webinar. Webinars can break through all the noise and the clutter that other marketing is trying to do. Speak to your listeners as individuals and tailor your tactics to their needs.

“Webinar Model” episode resources

Check out WebinarWorks.io/salesevangelist for free resources, to grade yourself against great webinars and to find out if Webinar Works is a good fit for you.

This episode is brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach and it allows you to set it and forget it. Your prospecting will never ever be the same.

We’ll use prospect.io in the upcoming semester of TSE Hustler’s League to focus on prospecting. We’ll give you insights and tools that will help you gain new customers. In addition, we’ll provide training and strategies that you can implement today to ensure constant flow in your pipeline.

TSE Hustler’s League

Check out our new semester of The Sales Evangelist Hustler’s League. We’re taking applications for the semester beginning in January, and we can only take a limited number of people.

This episode is also brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits. To get a demonstration of maximizer, go to the sales evangelists.com/maximizer.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one.

I hope you enjoyed the show today as much as I did. If so, please consider leaving us a rating on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode, and share with your friends!

Audio provided by Free SFX and Bensound.

Doyle Buehler, Donald Kelly, Break Through Digital, Prospecting

TSE 964 : Sales From The Street: “Selling And Monetizing Your Brand”

 

Monetizing Your Brand, Sales From The Street, Doyle BuehlerOn today’s episode of Sales From The Street, we talk to global entrepreneur Doyle Buehler about monetizing your brand.

Doyle helps businesses organize their work and their strategies so they can do good work.

Many sellers don’t actually own their own businesses but they operate a business within a business. They are intrapreneurs, and many salespeople miss this truth.

Common mistakes

Many entrepreneurs who utilize online marketing make a mistake that Doyle calls the “3 percent.”

Businesses out there assume that everyone wants to buy from them, but that’s far from true. Many studies suggest that about 3 percent of people at any given time are interested in purchasing your product or service.

By understanding the buying process, you may find that 30 percent of customers will never buy from you, but that means that about 67 percent of customers will eventually buy from you when the time is right.

The salesperson’s job is to tap into that 67 percent to figure out where the customers are in the process. How far away from buying are they?

You may find that 3 percent are ready, 7 percent are really close, and 60 percent can be moved toward buying from you.

Expand your market

We thrive on instant gratification. It’s a natural tendency for us as humans. But our buyers are like us in that they probably aren’t going to buy something until they’ve done a lot of research on it.

It’s important for us to get past the instant gratification and stay aware of the 67 percent who will eventually buy from our business.

We must keep our eye on those people:

  • The ones who are getting ready to buy
  • Those who are learning about the product
  • The ones who are defining their needs and challenges

Those are the people you want to start talking to. Those are the people whose attention you want to get.

Getting their attention

The know, like, trust triangle is the essence of getting their attention.

Do they know you and understand who you are? This is where personal branding comes into play.

Do they like you? Can they sync with you? Do you have synergy with your audience? Accomplish this by producing great content.

Do they trust you? This component isn’t always as important for widgets but it’s vital for larger purchases.

How do you talk to the 67 percent of people who are starting the journey? If you’re providing content and a platform and ecosystem to support them in their journey, they’ll come to you when they are ready to buy.

Main strategy

If, for example, a listener is regularly engaging with a podcast, where do you take that conversation next? You can promote it all over the place and get people to listen to it, but what’s the next step?

There’s a whole schema to this: what gift can I give to a potential customer so they’ll get to know, like, and trust you?

A gift is easy because there’s no risk. How will you create a community and get them involved?

How do you continue to scale and escalate that conversation?

A lot of people don’t have these in place.

Zero moment of truth

Google did research about 10 years ago that revealed that your buyer behavior breaks down into the need for 7 hours and 11 touch points. Some people would add four platforms.

So how do you get your prospects to spend that much time with you?

It’s a cool concept because it says that if you can spend more time with them, you’ll move them toward a final sale.

Core strategy

Many times, companies don’t have a core strategy or a workflow to their advertising. When they don’t get the results they want, they spend more money, which isn’t always the right answer.

Companies must be smart about how they spend their money.

Doyle’s recommended structure, described in his recent book called Breakthrough — Unleash Your Remarkable Brand Value, Influence, and Authority: Evolve Your Strategy and Marketing, lists seven workflow steps to help companies organize their digital ecosystems. They will end up with a platform that helps them build the know-like-trust triangle with their customers.

Keep your eye on the longer term, strategic mission of your business and what you’re offering in terms of value.

If you don’t understand your own strategy or your brand value, you’re going to spin your wheels because you won’t know what to do.

Build a strong platform but start with a strong strategy.

“Monetizing Your Brand” episode resources

Grab a copy of Doyle’s book, Breakthrough — Unleash Your Remarkable Brand Value, Influence, and Authority: Evolve Your Strategy and Marketing. You can also go to www.breakthrough.digital to check out the book.

This episode is brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach and it allows you to set it and forget it. Your prospecting will never ever be the same.

We’ll use prospect.io in the upcoming semester of TSE Hustler’s League to focus on prospecting. We’ll give you insights and tools that will help you gain new customers. In addition, we’ll provide training and strategies that you can implement today to ensure constant flow in your pipeline.

Check out our new semester of The Sales Evangelist Hustler’s League. We’re taking applications for the semester beginning in January, and we can only take a limited number of people.

This episode is also brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits. To get a demonstration of maximizer, go to the sales evangelists.com/maximizer.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM, and it works whether you’re a small organization or a large one.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Jereshia Hawks, Sales Funnel, Sales Consultant, Donald Kelly

TSE 939: Sales From The Street: “Ditch The Funnel”

The traditional funnel works in a lot of industries for many sellers. It’s always true, though, that no single industry is exactly the same.  In some cases, sellers have to find a different way to operate. Jereshia Hawk had to ditch the funnel.

Today on Sales From The Street, Jereshia Hawk shares how she shifted her mindset from exchanging time for money to helping people find a solution to their problems.

Jereshia calls herself a corporate dropout, having left a job as a pipeline engineer to become an online income strategies coach and consultant. She teaches a simple way to sell services online.

Finding “worth”

Jereshia left a large corporate pipeline project because she wanted women of color to have a voice at the business table. She believed that entrepreneurship was an economic equalizer, but she compared her early efforts to “throwing spaghetti at the wall” to see what might work.

She launched two coaching programs at ridiculously cheap prices and then doubled the price every time she sold it. When she reached the point where no one bought it, she was heartbroken.

She called it a new concept that people would pay her for something that wasn’t tangible. It was a foreign concept that people would pay for intellectual property.

She didn’t understand the value exchange and how to adequately price for the value and transformation she was providing.

Imposter syndrome

Jereshia forced herself to decide whether this was simply a hobby or something that she was truly going to invest in.

She decided to develop a recipe; to implement a strategy that would help her find future success.

She realized she was struggling with imposter syndrome. Jereshia didn’t believe she was qualified to charge money for a service, and she also didn’t believe that people would actually pay her for it.

She realized that she had to shift her mindset.

Mimicking others

Until she shifted her mindset, she was trying to sell everything under the sun. She mimicked the things that helped other entrepreneurs be successful.

She had opt-ins, membership sites, digital products, trip wires, upsells and all kinds of content.

Then she realized that there had to be a simpler way. She realized the funnel wasn’t working for her.

She flipped the funnel, and instead of focusing on finding a bunch of leads and coaxing them through a funnel process, she worked to solve a single problem well.

Jereshia worked to solve a problem that people needed help with at a higher price point.

Warmup

In a traditional funnel, you warm up your audience.

Jereshia wanted to simply figure out how to sell something consistently.

The best way to do that, she realized, was to focus on one core offer and learn to sell that really, really well. She focused on solving just one problem.

Then, she picked just one person in her target market, picked one problem to solve, and packaged a single process that became her signature service.

That’s when the game changed for her.

The outcome

After she changed her process, she got an offer of $9,000, where before she hadn’t been able to sell a $900 offer.

Over a six-month period, she grew her offer to $9,000, and six people bought it.

She offered a six-month mastermind teaching business owners to break through the six-figure mark.

Jereshia booked more than $60,000 in sales in one month, and that created the cash cushion that allowed her to quit her job.

Lean launch

She created a process involving basic sales psychology and the three core stages of awareness.

Once they develop awareness and realize they have a problem, they begin searching for a solution and ultimately they evaluate who they will buy from.

To address that, she created Facebook live videos based on those three stages of awareness and structured those videos over the course of two months. She used those videos to warm up her audience.

She believes that anyone earning less than six figures should begin with a more lean approach to selling and should return to business basics. Advanced funnels work, but if you don’t have a solid enough offer, it will be tough for you to land those deals.

The lean launch is a really solid foundation for any service-based business.

She now helps customers package their programs and services and she walks them through the entire four-step process to package their offer, price it, position it, and then profit from it.

“Ditch The Funnel”

If you’d like to connect with Jereshia and hear more about her signature service, check out her live 90-minute crash course which breaks down her methodology and strategy. Learn more about Jereshia at her website, jereshiahawk.com, or connect with her on Instagram, LinkedIn, or other social media platforms.

This episode is brought to you in part by Maximizer CRM, personalized CRM that gives you the confidence to improve your business and increase profits. To get a demonstration of maximizer, go to the sales evangelists.com/maximizer.

Click on the link to get a free demo of what Maximizer CRM can do for you. It integrates your marketing campaign as well as your CRM.

This episode is also brought to you in part by prospect.io, a powerful sales automation platform that allows you to build highly personalized, cold email campaigns. To learn more, go to prospect.io/tse. It will help you with your outbound to expand your outreach. Your prospecting will never ever be the same.

Leave us a review on Apple Podcast, Google Podcast, Stitcher, or wherever you consume this content, and share it with someone else who might benefit from our message. It helps others find our message and improves our visibility.

If you haven’t already done so, subscribe to the podcast so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Dave Costa, Donald Kelly, The Sales Evangelist Podcast

TSE 889: Sales From The Street-“Talent vs. Performance”

Dave Costa, The Sales Evangelist Podcast, LinkedInWorking with a talented group of people doesn’t guarantee success, because talent and performance are altogether separate. Sometimes sales leaders find themselves leading a team whose performance doesn’t equal its talent. When potential is left on the table, how do you teach your team the value of talent vs. performance?

On today’s Sales From The Street, Dave Costa shares how he encourages his team to improve every day, and why — in the battle of talent vs. performance — talent alone isn’t enough.

Dave works in software sales in the human capital management space, and he defines success for his team as improving every single day.

Talent isn’t enough

Talent can only care you a certain distance. It’s true in sales just like it’s true in sports.

Number-one draft picks falter more often than not because they don’t understand the need to create opportunities that help them continually improve.

Dave calls it mental management. He says that when you deal with extremely talented people, the skillset isn’t the problem. Although there is always room to improve, the challenge is motivating them to make an extra call or set an extra appointment.

He refers to it as mental warfare, and he said many reps fail because they get out-worked or out-hustled. Sales leaders, then, must master the art of discovering what drives your sales reps to push through; it’s the art of hitting that nerve that drives them.

At the end of the day, no one regrets doing one more set at the gym. People who push themselves are always glad they did.

Funnels aren’t sexy

Many reps get so caught up in trying to close what’s currently in their pipeline that they lose sight of the top of the funnel.

Dave calls prospecting a decision you make every single day to achieve a result. He stresses focusing on whether you’ve achieved the result you needed rather than sticking to metrics only. Did you get the result you needed to push yourself farther and hit your goals? 

Your prospecting controls everything:

  • How much is in my pipeline?
  • Can I close more deals?
  • How stressed will I be?
  • What will my results look like?

Performance matters

The mental warfare becomes a factor when sales professionals hear “no” before they hear “yes.” Without the right mental game, you’ll be overtaken by the highs and lows. You’ll collapse under the stress.

There will be days when others succeed while you struggle, but you must rise above your circumstances. No one else will do this for you, so you must make it happen.

For Dave’s team, the move to change its mindset has impacted its overall growth. The team’s averages have increased by 2 meetings per rep per week. For an entire team, that’s 16 adds per month, and those numbers can pay huge dividends.

When we push ourselves to set one more meeting or make one more dial, that deal could be the one that changes your year, or even your career.

In sales, we’re often in a position to make life-changing money or to do things that change our situations. If you take the mindset of constantly improving every single day, overall success will come.

Push yourself to be impressive in everything you do. If you’re not, what’s the point of doing it?

“Talent vs. Performance” episode resources

Dave would love to continue this conversation with our listeners on LinkedIn.

You can connect with us at The Sales Evangelizers on Facebook, where a community of people shares their struggles and their experiences with selling.

The Sales Evangelist Hustler’s League is an online group coaching program designed to help sellers of all levels. Whether you’ve been selling for 15 years or 3 days, we’ll give you all the coaching and guidance you need to perform well.

The course is only $167 a month for three months, and it will connect you with sellers in all regions and industries who can share their struggles as you share your own.

This episode was brought to you by our friends at Wiley, publishers of the book Stop Selling & Start Leading. It’s a blueprint for sellers based upon years of research about the things buyers hate.

Grab your free excerpt of the book here, and view the SlideShare that explains many of the leadership principles you need to stop being subservient to your customers. If you prefer, download the SlideShare so you can refer back to it.

Check out the Video Jungle podcast, your source for marketing and selling your brand using video. Plan, create and share your way to better content and strategy.

Leave us a review wherever you consume this content, and share it with someone else who might benefit from our message. If you haven’t already done so, subscribe so you won’t miss a single episode.

Audio provided by Free SFX and Bensound.

Mikael Dia, Inbound Marketing, The Sales Evangelist, New Sales Leads

TSE 883: How To Effectively Acquire Inbound Leads By Building Value Early

Mikael Dia wasn’t always an entrepreneur. His first business venture enjoyed early success. But it also revealed to him that he knew nothing about selling to people other than family and friends. As a result, he invested his efforts in learning to effectively acquire inbound leads.

On today’s episode of The Sales Evangelist, Mikael shares the power of the funnel in attracting your dream customers and turning them into real clients.

Early lessons

Mikael and his roommates launched a t-shirt business (he uses that term loosely) right out of college, and the group saw a fair amount of success. They had 5 or 6 designs, and lots of college friends and family who supported the venture.

They got cocky, he said, and ordered a lot more t-shirts. The problem was that they had already sold to all the people they knew, and they didn’t know how to sell to strangers.

He started researching SEO and affiliate marketing, as well as information about setting up websites.

In the 2010 lead up to the Mayans’ predicted “end of the world” in 2012, he created an affiliate website where he sold survival knives. He figured people would be looking for survival equipment, and he theorized that if he could get the site ranked, he’d be in good position to make money.

By the end of the experience, he had invested $100 in his marketing and had earned $5.23.

He made the same mistake that many companies make when generating leads online: they create ads to send people to their sites and then hope that the person finds the right links to complete the purchase.

Limited options

Mikael discovered along the way that people are distracted. They don’t have much attention, so if you send them to your website to browse around in hopes that they’ll find something, they’ll likely get distracted before they complete the transaction.

Sales funnels work differently. They target your dream customer, and at each stage, they give him the option to proceed to the next step or leave.

You might, for example, create an ad to grab his attention. The message is this: if you’re having this particular problem, click here, which takes him to the next step. The only choice he has to make is whether to proceed to the next step. There aren’t multiple options. Only two.

The sales funnel will always give the customer a simple choice, and it will direct him until he either schedules a phone call with you or he leaves.

If, for example, your simple funnel allows you to track that 1,000 people landed on your page, and 100 of them made it to your application page, then you know that your page converts at 10 percent.

Of those who made it to the application page, 50 of them scheduled phone calls, so you’ll have 50 new leads.

Minimal landing pages

Every landing page has the same goal: to encourage customers to provide a name and email address in exchange for valuable information.

Keep landing pages minimal. Don’t provide multiple options. When customers set their own path, they get lost and don’t realize what you want them to do.

Attract the person to your site, and then guide him to do whatever it is you want him to do.

Give him value.

Realize, too, that if you can’t find a customer on Facebook, you aren’t advertising properly, because everyone is on Facebook.

Qualified customers

Mikael stresses the importance of qualifying customers early in the process in order to make sure they can afford what you’re offering.

During discovery calls, Mikael asks customers to acknowledge that the price range is within their budget. Realizing, too, that humans sometimes lie about what they can afford, he also engages other opportunities to qualify customers.

He calls them micro-campaigns, and he equates it to homework. During the process, he asks customers to answer 3 or 4 simple questions like “How much traffic do you generate per month?” As part of that document, he asks them to type “Yes” to a question about being able to afford the services.

He says that the simple commitment improves the closing. It ensures that they are only developing proposals for serious customers. As a result of the effort, they closed 70 to 80 percent.

Shared proposal

Finally, Mikael never sends proposals to his customers. He asks for 45 minutes of their time so he can present the proposal using ScreenShare.

If they ask him to send the proposal, he agrees to send it after the presentation.

Doing so ensures that the important details aren’t overlooked, and it eliminates room for error.

Because proposals are intended to be presented, they benefit from storytelling and live interaction.

The sales funnel will help you generate inbound leads without having to constantly create new content. Use your funnel to target your dream customer and walk him through the correct series of steps. It will drive him to schedule a call with you.

“Effectively Acquire Inbound Leads” episode resources

You can connect with Mikael at thediaproject.com or at funnelytics.io where you can find freebies about building digital funnels.

We’ve been recommending the book the book, Stop Selling & Start Leading: How to Make Extraordinary Sales Happen from our sponsors at Wiley  for quite some time because we believe in the message. Based upon interviews with buyers, it offers specific information for sellers to help them become trusted advisors.

As part of the series this week, we have a SlideShare available for you to download, or you can link to it here. As always, we also have a free excerpt of the book so you can try it out for yourself. We believe you’ll like it so much you’ll want to grab your own copy.

Today’s episode was also brought to you by Video Jungle podcast, your source for marketing and making your brand pop using video. Plan, create and share your way to better content and strategy.

If you think you might benefit from more stories like these, check out The Sales Evangelist Hustler’s League, an online group coaching program that brings sellers of all levels and all industries together to share insights. We’re beginning a new semester this fall, and we’d be honored for you to join us.

Audio provided by Free SFX and Bensound.

Bryan Hendrick, Donald Kelly, The Sales Evangelist

TSE 876: The Challenges of Selling As An Entrepreneur Part 2

Bryan Hendrick, Donald Kelly, The Sales Evangelist

Sales is one of the most crucial parts of entrepreneurship, but many of us come up short. Because entrepreneurs occupy multiple roles, sales often gets lost in the shuffle of running our own businesses. On today’s episode of The Sales Evangelist, Brian Hendrick talks more about the challenges of selling as an entrepreneur.

We first heard from Brian in episode 873 as he talked about founding Cascadian Landworks in a city that was new to him and an industry that was, too.

Deep understanding

Brian learned quickly that he needed a deep understanding of the industry he’s working in so he would know who to talk to and what would resonate with them. Like all salespeople, he learned that it’s vital to know who to go after. He typically targets project managers.

He also learned that he has to be very respectful of his prospects’ time because his portion of any construction project is a very small component. Instead, he has found that it makes the most sense for him to seek time with project managers who typically deal with smaller aspects of larger projects.

Entrepreneurs must know who the key contacts are for their business.

Sales processes

Brian said that the “top of funnel” activities and cadence have been an important part of his business development.

He realized several months ago that he had to get off of the revenue roller coaster if he was ever going to be able to move from working in the business to working on the business.

Entrepreneurs always have a flurry of business development in the early days of the company. Once they win the opportunity, they often get sucked into working on that project.

Focusing on your funnel allows entrepreneurs to keep the sales pipeline full and grow their businesses with some level of predictability.

Nurture sales

No one cares about your business as much as you do. Even if you give someone else the reins, they may not operate with the same conviction that you do. Though you might work into the wee hours of the night, they might work until quitting time.

Even if you hire managers, you must have a personal connection to your sales. You must hustle because you need this thing to gain its own roots and run.

Part of that involves fostering relationships with prospects: staying top-of-mind with your ideal clients.

Humans respond to emotional connections, which result from spending time with people. Develop empathy for your clients and lead them. Set the example.

Shift tactics

The construction industry tends to be fiercely loyal, making it tough to grab attention from a client that has an existing relationship with your competitor.

In an effort to overcome that dynamic and recession-proof his business, Brian has shifted from trying to find projects he can help with. Instead, he seeks to share best practices his ideal clients can incorporate into their operations. It ties back neatly to gaining a deep understanding of your prospects.

Although he acknowledges that there are times when it’s appropriate to give up, he guards against getting discouraged by the struggle.

“Selling As An Entrepreneur” episode resources

Connect with Bryan on LinkedIn to share what you’re doing or find out more about what he’s doing.

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Sales Funnel, Sales Process, Business Development, New Leads

TSE 181: Creating Sales Funnels That Sell with Alan Mckenna

Sales Funnel, Sales Process, Business Development, New LeadsWondering why you’re still not making the sales that you’re aiming for? Now take a step back and ask yourself this…

Do I have a sales funnel that sells? Or better yet, do I even have a sales funnel?

Don’t fret. Check out this episode and learn from today’s awesome guest.

Alan McKenna has extensive experience in the personal transformation space and business conscience space. He helps people build everything from front-end funnels to high-profit, back-end sales funnels as well as six and seven-figure funnels.

Listen in as we discuss the process of sales funnels and how you can be more effective at it.

Here are the highlights of my conversation with Alan:

What is a sales funnel?

Knowing a defined audience and bringing them into a system that will help nurture and move them along the relationship towards the sale.

Factors that keep somebody in the non-buying pool:

  1. Trust

Trust is key. You need to nurture the relationship. You need to provide value and build that relationship. It’s about serving people first. How can you serve people best?

  1. Misinformation or mismatch of information

This happens when a customer has one problem but your solution applies to a different problem. To solve this, do a survey that allows you to understand their needs and then cater to their needs.

Why a survey works:

When people click on a link in the email, you’re able to tag those people and you will know what their biggest problem is. This allows you to do a discovery session and if something is a fit, you can make an invite to take the product/service.

Strategies for creating an effective sales funnel:

  1. Look at existing clients.

See what else you can do to serve those clients that will help them get further along.

  1. Segment databases based on different criteria.

Drive them into a condensation and take them through a strategy session to advance them to whatever product or service that will help them get to where they want to go. Segmenting the list will allow you to convert people from non-buyers to buyers.

  1. Look at the additional revenue opportunities within your existing client base.

We tend to be too busy looking for new leads when there are so many overlooked opportunities within an existing client base.

  1. Look at how much deeper can you go with the client.

What’s your next level product that can make your client’s life simpler, easier, and get the results faster, and remove the pain quicker?

The biggest mistakes people make when creating a funnel:

  1. Not knowing who your ideal client is.

You can’t be everything to everybody.

  1. Not knowing your client’s biggest pain points and hot buttons.

Dial into the biggest problem your audience needs to overcome and how do you communicate that?

Alan’s Major Takeaway:

Nurture the leads and clients you already have because there’s gold in what you already have.

Episode Resources:

High Profit Sales Funnel

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The Sales Evangelizers, Donald Kelly, Sales Facebook Group