Business Skills 2021 The Importance of Sales

Are you up to date with how to sell in 2021? Last time, you gained insight about sales, building a team and how to teach your team how to sell. We are going to start with sales! Why? Because sales equals income. This is not just for you, this is also about teaching those who sell for you or your team. There are three key things to look at for sales. The first is who is your customer. Then, what is the psychology of your market or your sales team.  Thirdly, it is about your mindset.  What does your “little voice” tell you about what you can or can’t do? Your results will never exceed your mindset.  After 2020, all three of these things have changed significantly.

Let’s look at the customer. Your customers are changing and you have to be vigilant. The days of securely knowing your customers is over. It is important to continually take a poll of who are your best customers. Who are they? What do they want? Those who had ideals before, may now just be wondering how to survive. Understanding what they want will change your language with them because their wants are different. Why are customers different? The psychology is different.

Fear is a major thing in the market right now. Fear of shut downs and losing sales. You need to understand and access the space. This is why the language in sales is changing. People are not just looking for value anymore, they are looking for safety. A customer needs to feel that you are their best insurance possible. People want to feel safe in a time when nearly everything is a greater risk. You have to be able to put yourself in a position to secure them. There are many little voices going on talking about fear and worry.  And, you need to be able to assess these things without going in as a doom and gloom person. Everyone is struggling, but you have to remember that when things collapse, something new will emerge. We know that we are going through a cycle and acknowledge that to your customer and tell them to stick with you for the next cycle that is coming.

The process breaks down into a selling cycle. There are three areas, we want to attract, convert and we want to retain. This has not changed, but how we do it has changed. We have to be able to attract clients one to many. This is a given part of the entire idea. You have to learn, adapt and change to where your clients are now. You have to be vigilant because things are picking up speed. The flow of money may slow down, but the speed of things happen faster at lower prices. So, what do you do? Who are the people that you are going to attract? What is the process there? There are many different processes in which you can attract new customers. You have to know where you need to be to find them. You have to build the right team that understands how the new psychology works. If you’re going to be a successful entrepreneur, you need a team that supports you.

When it comes to conversion, that has changed too. Based on psychology, we have to promote safety as a part of what we are doing. There needs to be deep value involved in what you are selling. The old ways of selling are not relevant anymore. People want straight information. Your job is to give value to the customer that the customer is not even thinking about. What is the deep value that you provide that even the customer is not thinking about? This needs to be part of your conversation.

Let’s take a look at retention and how that has changed. Maintaining your customers requires more communication with them. Talking to existing customers is always easier than bringing in new clients. Give your current customers more value and a higher level of communication. My team started meeting every single week during covid, checking in with one another. Now, we are at once a month, but frequency is a big part of retention. Value also has to go up, give them more. The big secret is that your customers become your team. You have a code of honor with them, you meet with them and support them. You create more than just customers, you create a movement. Do you provide a level of service that you provide to your own team and to your customers as well? You need awareness, direction and effort.

Your number one asset is your community. In order to succeed in sales, it’s the process, the customer and the psychology. Until then, remember sales equals income. Income equals your team. Be awesome.

Losing the Audience

Losing the Audience

There are mistakes that nearly every presenter makes. If you understand these mistakes and handle them beforehand, you have the ability to be a powerful presenter everytime that you step onto that stage. This is the idea! When you are prepared, you are powerful! My goal is to train you so that you can train the world. In order to train the world, you need to be able to speak to your audience in a way that keeps them engaged while still being upfront and giving them the information they need. Do not fall into the pattern of giving them the information they want to try to keep them in front of you and failing to give them the information that they actually need. 

There are two ways that you can “lose the room,” whether it is online or offline. The first way is the silent way that we have gone over in the past as well. This is when you have an audience that is bored or not engaged at all. If your audience is not engaged, then they are not paying attention to what you are saying at all. All that they care about is the time the clock strikes so that they can leave. They may be physically in the room but they are not present with you.  Every presenter is at least aware on some level when this happens. They get a sinking feeling in the pit of their stomach and they try all the wrong ways to re-engage the room. Some people choose to get louder to try to grab their attention. If they are already disengaged, then this will simply drive them further away. 

The second way that you will lose the audience is the non-silent way. This is when people in the room may simply just not like what you have to say. Some of the audience may even decide to simply burst out and take their stance against you in front of the entire room. They tell you that you do not know what you are talking about or that what you are saying does not apply to them. For most presenters, this is one of the scariest situations that can occur. Most people have an innate fear of public humiliation. This is natural but there is a better way to handle the situation. If you lose the room this way, you can end up with chaos. 

This can be a contagion that can ripple through the audience. One person can disagree and spread that negativity through the room. This can be very devastating and they can go into lecture mode where they only deliver without giving the opportunity to engage. Most speakers will avoid or ask to take the conversation online. One of the big mistakes that people make in this scenario is to argue. Even if you are right, do not argue. Instead, ask them questions. Even if you are right, do not argue. All this does is make them angry. Try to understand the point of view they are coming from. Arguing has nothing to do with your role as a presenter.

Do not try to ignore it or roll over and shut it down. Watch other presenters, find new ways to condition yourselves to be calm if the situation arises. These are things that you can actually practice. Another wrong way to react is to let the participants off of the hook. Ask them questions and get other people involved in the conversation. They may not be happy, but they are engaged. You acknowledge the engagement and create a conversation. When people ask questions, I hardly answer any questions. I can answer most questions in ten seconds, but I do not because this lets them off the hook. If you give them all of the answers, this robs them of the opportunity to find the answer. Ask them questions so that they think and engage and become an active participant in the presentation. 

There is a time to give answers. For the most part, when I train people, I teach them to solicit the answers from the room. In virtual conversations, set them up in breakout rooms so they can discuss the questions. During the presentation, make sure that you are asking them questions. Keep your audience engaged. Why do we do this? This is to engage the brain. When you engage the brain, it thinks. Your job as a teacher, trainer and facilitator is to make people learn while making learning fun. It is their excitement around the material that allows them to produce results. 

Do not let them off of the hook! Resist the temptation to show your knowledge. Get them to discover the answer themselves. This is how you bring them on the road to discovery. They will remember a lot more about what they discover rather than what you simply tell them. Assume that they are able to find the answer, acknowledge everything that they are engaging with you. Remember this, there is not a problem in the world that cannot be solved by people that engage together. 

Mishandling Upset and Losing the Room

Learning to handle upset is something we work on heavily in my facilitator programs. Why? Because it is the fear of possible upset that scares many would-be presenters. The inability to gain confidence in this area, will water your presentations into boring, unengaging sessions and ultimately will block whatever great material and change you have to offer. Many need help with this so let’s take a look at it.

How do you steer away from potential upset in the audience? The reason it is intimidating is because you’re in front of a lot of people whether it be in person or on zoom. Offline or online doesn’t make much of a difference. Someone can challenge or disagree with you either way. That alone strikes fear in so many while presenting.

Without understanding the basics of how to do this, you will be put into the category of those who do not know how to present. Making them terrible presenters because they cannot engage with their audience. If you do understand, you’ll generate more in sales and inspire a lot of change in people. So what do you want, A or B? If you’re still here then you’re wanting to change people’s lives and wanting to become better yourself in the process. 

Question: What do you do when someone challenges you or disagrees with you? 

Answer: Well first thing, the Little Voice within you may have a mini freak out moment. This could cause several things to happen. Your emotions may go up while your intelligence goes down. Your ego may want to defend itself. You might want to attack. You may want to run and hide. Or you may just want to ignore it. For the record… none of those are good options! 

What is a good option? On my YouTube video, we will dive deep into how to actually do this. Watching the rest of this episode on youtube learn everything you can on this subject. It will change you as a presenter and leader. Don’t forget to Be Awesome!  Click the link below to watch the episode in full.

Selling Too Soon and Lack of Preparation

Sales equals income.  We all know that.  Without sales, there is no business.  However, most presenters who have something to sell shoot themselves in the foot, by killing their chances to use their presentation as a masterful platform for showcasing their offers. 

I learned a long time ago that in order to sell something, I had to instill trust, respect and credibility in the eyes of a potential buyer.  Best way to do that is to give value first before you sell.

 We have all signed up for webinars that somehow peaked our interest. We also knew in advance that we were probably going to be offering something. But you go  anyway because you think you’re going to learn some good material. Instead what happens is you sit there through a 90 minute sales pitch in which you’ve really learned very little. While the program may have been dynamic did it really add any value to you as the listener?   Hmmmm?

This is where the law of reciprocity comes into play. The law of reciprocity says; …” if you give, you shall receive…” Taking that into the world of sales and presentation, that means giving first, serving first and adding value first.  This is also one of golden rules of business and negotiation.  Serve first.

In other words, make sure that your presentation adds value to the lives of your audience before you sell.  Allow them to have an experience of what you are capable of.  For me, I have always gone by the motto…Teach, then sell.  Let them see the real you and how you operate and give them real information that they can act on that will make a difference in their lives or businesses. 

Even when the group knows that this is simply just a sales presentation,  Still find a way to add some value first.   It could be findings, discoveries, opportunities for growth, leverage points and even case studies. . Showing that these could make a difference in their business shows interest, professionalism and care.

So….Give something before asking for something.

There is a lot more to learn about adding value first.  Check out my video on how you can do it. Click the link below to watch the video in full.

Remember, Be Awesome!

Not Knowing How to Handle the Heat

The worst thing that can happen to you as a trainer, presenter, leader or facilitator is that you do not get your message, your information or your service out to the world. 

Why?  Two reasons:

First because the world will not have the opportunity to better their lives through what you offer.  Second is that you will not gain the wealth, resources and accolades you deserve for what you could potentially give them. 

And that would only happen if you succumb to one of the core fears most would-be-presenters, and even pro’s have.  It’s the fear of public embarrassment which can show up by: being made to look like a fool in front of others, being embarrassed publicly because someone wants to push back or give you grief because they don’t  agree with what you’re saying, or because they are simply being a bit of a butt-head. 

This is called “The Heat” and you need to know how to handle this heat properly and not bend beneath it. This fear alone keeps numerous people from presenting or doing any kind of public speaking on line or off line.

There are a few things you’re going to want to remember. One of which is to not avoid the heat. If you’re prepared for it, chances are it won’t actually show up. If you’re not prepared for it, if you’re acting a little bit arrogant and full of yourself it may show up. Especially if you’re pushing the envelope on your opinion rather than giving facts. Don’t worry this will be addressed later in this series.

If a participant is getting aggressive with a question or complaint don’t avoid it. Don’t  say that you will address it offline or in a side conversation or that you won’t be handling it right then and there. All that is going to do is kill your credibility in front of everybody. It’s going to make the antagonist even more upset and your presentation will go down in a fiery crash…which you don’t want. Believe it or not, in this instance you have the opportunity to be a hero. (and to even turn the “enemy” into an “allie”.

There are some clear steps you can take to navigate this kind of heat. I will warn you that it takes a bit of practice.  Check out my video on YouTube and I will step you through it.  You see, when you assume a position on the zoom, on the camera, in front of any group….you are now a leader whether you like it or not.  Having coached thousands of people to create magic with groups of all sizes, I can tell you that the “way” you show up to present and the “way” you operate in front of a group is more important than whatever information you are delivering to them.  Never doubt that. 

You can click the link below to watch the Video in full for more information.

Creating the Death Spiral Monologue

If you’ve been watching and practicing from the previous videos you’re sure to have noticed some changes in your presentations already. While things may be a little awkward right now, trust they will get easier.

These lessons and advice continue in this next episode. I am talking about the biggest mistakes that most teachers, presenters, trainers make that blow up their programs. Not in a good way either!!  This also affects their sales and prevents them from being the rock-stars they can be.

Question: “How was the presentation?”

Answer: “It was okay.” 

As a presenter of anything, you NEVER want to hear that feedback!  That comment is like a knife being thrust into your heart.  (at least for me)   If you get it, it is probably because you were BORING.  Perhaps your content was great, but the impact was….”eh”

Why does that happen? Its because you descended into the abyss of talking “at” people instead of “with” them.

People come to learn, not to be told. Stop telling people what to do rather than engaging with them. Whenever you are in front of people, no matter what the reason, they’re not there for you to tell them how great you are. They are there to learn something. Make it enjoyable.  Make it easy for them to remember. However, don’t make it feel like they’re in school. Most people have bad memories from school, and will subconsciously check out.

Don’t  drone on and on about yourself, your accomplishments, and why they should heed your advice. (more on how to do this later)  That’s a trap that most speakers get into. Then they wonder why they don’t get the results they were looking for. Even if they think they are doing well, they truly are not. If, by the end of your presentation, there are no questions or remarks from the group….that is NOT good.  That means they weren’t interested or intrigued and certainly not inspired.

Getting them engaged is key.

Once they are physically engaged and even asking questions, they will be hooked. Have them do activities, get involved, share with other people, create visuals to drive home your points.  

People don’t like to be preached at, so don’t!

Use dialogue by continually asking them questions. Teach lessons through stories that they can relate to…stories about you or even better, stories about others.  This isn’t to glorify them but to further dramatize what you’re talking about.

In this less than 11 minute video, you will learn lots of other lessons that will help further your understanding, your skills and never be boring again. If you want to learn more please watch the video below.