Kat
Hello, welcome back to the podcast, you’re with Macy and Kat today. So recently, I was speaking with a Vice President of Marketing for company, a pretty large company. And she was talking about their sales force and what she wanted for them. And were seeing if, you know, it would work out for me to do a speaking engagement for them and represent Guide Culture, and it did work out it is happening. And through that discovery conversation, what I said, you know, what do you want to see for them, what do you want for them, and there was things that really stuck out to me one was, she really wanted them to sell feel like they were selling with meaning, she also really wanted them to be able to feel a level of conviction like that there would be conviction in their selling, and that they could feel like this one company was like it for them, they wouldn’t feel like they needed to go diversify, and, you know, look elsewhere, this was a great place to be selling. And, you know, those criteria fall into, like, so many companies, like whether it’s a network marketing company, gosh, for some reason, like Coca Cola comes to my mind, like you can stay convicted, you can stay strong, and you can stay confident in your product. So that’s really what this message ended up coming around was those things. And so, as we, like, move forward with this, and I thought, man, what can me Kathryn bring to these people like in represent Guide Culture, and it was exactly those things, how to sell with meaning. And really, what that means is that someone feel something when you sell, like it actually resonates. And there’s some sort of commonality that’s felt like a harmony between two people even which like, might feel emotional.

Kat
But that’s kind of the point is that it hits an emotional string, not just a, this is the best product, here’s all the things about it, as I think Simon Sinek calls it like widgets, like, what’s the stuff that makes it better, but really, there’s something so much deeper. So as this presentation is happening, I thought this would be a great time to just give you some of the high points, like how you can also tap into this more emotional, meaningful way of selling without like making crying like she’s not crying while you sell. It’s about helping tap into someone else’s emotion and making it matter for them. So Macy is here with me today, even though this is a presentation that I’m going to give and I just wanted to give you the high points.

Macy
Very high points because there’s a long workshop.

Kat
It is it’s a four or five hour workshop. Yeah. And, and it comes to life. One of the things that you can be rest assured with when it comes to Guide Culture is that we really only talked about one thing. That is selling. Yeah. And what’s cool is that we did not create any of this. We do believe it, we represent it and we will reach it. So none of the things that we’re talking about today are like invented, right by us sales skills are they’ve been around, they’re unchanging ever Yeah, life principles, human principles that unfortunately, just are misunderstood. And even like, get a high don’t want to say a bad rap, because it’s not really what I’m trying to say they almost are boring. And so it feels like you need to do all the more innovative flashy stuff, when really this is like the game changer, right? So when it comes to selling with meaning, regardless of what it is, you have to be sold first.

Kat
That’s the first point not only on you need to be sold on the few things, you need to be sold on yourself. And on like, what you’re doing. And they really what’s cool about that is they have the same route. Because, you know, we we honestly, we live in an era where it is all about like self confidence. And sometimes we can be a little bit too inward. When really when you know what you represent when you know your values and you know that you have something that could be trajectory changing for someone, then you can be very steady and confident in that. Not just because you’re great, but because this thing that you have to offer someone else is great. Yes. I’ll give you an example. So let’s say that you may see let me just ask you a question. Okay. Don’t pretend like you sell something. Oh, I can, no it’s not. Okay. So pretend I meet may see at a party, okay? And I say, oh, no, no, let’s do this different way. Okay, Macy. Why do you teach sales skills?

Macy
I teach sales skills because it makes almost everything in life easier and better. When you can clearly communicate and help people really be able to get a grip on their life.

Kat
That’s really important. Why is it important to you that other people’s life is enriched like that?

Macy
Well, just working with people so much I see them. So scattered, and almost like I keep envisioning them, like, try seeing all these ropes and trying to grab onto them, but they’re slippery. And it’s reflecting in their marriage is reflecting in their parenting is reflecting in their relationships, because they can’t seem to get traction and whatever they’re doing. And so in order for them to have an enriched life, I think it’s just really important to have the skills to be able to be at work, do what you need to do get the grip, and then go home and be able to be there fully.

Kat
Why is it important that their traction, like what ultimately affect their kid’s life?

Macy
Well, I know that I have a little boy. And I want him to grow up in a world where people have awesome families, they grew up with great parents involved parents that love them, and are able to be present with them. Because that affects next generation, I think, probably the most out of anything.

Kat
That’s so cool. So it’s really not even about what you do today. But what shows up?

Macy
Yeah, it’s legacy building.

Kat
That is so cool. Yeah. Do you see or hear how, like, what started off with maybe like, hey, what do you do teach sales skills, literally translated all into families can be stronger families can make better decisions, like the next generation is impacted, because of the way that one person can even just get the right kind of traction in their life. Maybe it’s a conversation with their kid, you know, or it’s their business. But what’s really cool is that mainly when you think about that legacy, like, is there anything that like could stop you from making content today?

Macy
Nothing new. It feels like no one could convince me otherwise. Right? that something else is the answer. And someone else really believes that their answer is the answer. But I like really believe sales skills is the answer to legacy building.

Kat
Yeah. And when you believe something is the answer so much, it voices like in her voice, you can hear the conviction, the belief, and that is the place that you want to sell from, with meaning that is the place and that’s why I say like, the first thing you have to do is be sold on yourself. To know not that like Macy is great, but that like this belief matters. And there might be a lot of people teaching business out there. But this is the one that like will shift generations, truly. And so when I said like, is there anything that could keep you from making content, it’s like such a shallow thing with a route that is, like stable. And it’s just deeper. And that’s what most people are missing in the way they’re resonating with who they buy from. And even like, obviously, how they sell, which is the whole point of this podcast. So good. It’s so good.

Macy
And I think also, like, there’s probably people listening to listening to this who don’t agree with me, who think, you know, a different solution is the answer for legacy building, or like investing in real estate is the answer to building legacy. You know, there’s so many different vert, like, What even is legacy? And what’s really cool is when you’re certain someone can disagree with you, and you still stand steady, and you’re not defensive, you’re not argumentative, you don’t feel like personally attacked, because you just know, you just have a sense of knowing. And you have a sense of certainty and a sense of belief. And you won’t be swayed with what everyone tells you that something else is the answer. Because you’ll get that. And I think that’s probably one of the best parts about being sold on yourself is that you can make a decision. Yes, without looking left or right and be so confident in your decision and just move forward with intensity.

Kat
Yes. And it’s just in my opinion, it’s such a trap to think that your product is the reason because things change things as technology evolves, new discoveries are found. I mean, one makeup formula that Amazing today might be, I mean, a million times better in 10 years. So what is the foundation? To when you do evolve and grow? It still makes sense, right? And that’s that common belief that when you do make a change, he’s like, Oh, but it makes sense, right? Everything you do make sense and and start with what? Start with Why Simon Sinek says authenticity, this thing everyone’s talking about, like, be authentic. He says, it’s when everything you say, and everything you do you actually believe in that belief is a root. It’s not in a product, which hopefully that was clearly demonstrated. That’s so true. Yeah, so good. The next thing that is a massive key to us selling in a meaningful way, is focusing on the other person focusing on them. The first is to be sold on yourself, because it’s such a fuel to, like, keep you going for the long haul, not just because it’s exciting, not because it’s trendy, but because you really believe it, that’s your fuel, to focus on them to shift from you to them in the way that you sell. That actually helps them see that it’s possible for them to, they might see that you love it, but what’s in it for them? You know, like, is it even possible for them, you’ve replaced your income, but is that possible for them? Like, that’s why it’s such a myth that your story is what sells. It’s what’s in it for them that sells, right. It’s the usefulness of your product that’s in it for them. And I can quickly give you three things that just to keep in mind, and Macey is like so good at, like just doubling down on why these are so important. But the first one is to shift from talking about yourself. Like I love having an iPhone to what it means for you to have an iPhone. So I love the iPhone because it connects to my Apple Watch to you can have ease and connectivity in your life when you have the iPhone. You know, it’s just about what’s resonating for them.

Macy
And it can’t be what resonates for you. But you just don’t say that it resonates for you. You just say it can be possible for them.

Kat
Yeah, one thing I was drinking, I made a medicine ball like a fake medicine ball from Starbucks at home. So I had it my Yeti cup it lasted hours. I was thinking I like love this thing. Because I love it. Like I really do. I’m so thankful. The way to focus on someone else. If you were to pop on Instagram or talk in your office or whatever to say, hey, you know you can enjoy your coffee for hours and still enjoy that newborn time. You know, most people do is they complain cold coffee again, because I’m a mom in the microwave. Oh, yeah. And you know, whatever life is life, I get it. It’s an I want to underline when we are talking on this podcast, we are thinking about selling, which we think sales skills is like a life thing, not just a transactional thing. So nothing is casual, honestly. But just know that that is the like, asterisk, everything we say is this is about selling a belief demonstrating value. Not just being casual about sharing, Okay, anyways, so if you were to get on Instagram, say, Hey, you can have your coffee lasts so much longer. When you have a Yeti. Yeah, when you have a whatever. And you can also enjoy your toddler being in that precious? Oh, yeah, that precious stage or they want to play T ball at 730 in the morning for a full hour. It may it may see. So it’s like, it might even make someone like Macy feel seen that hey, you know, you can actually enjoy your coffee and your baby. Yeah, you know, instead of blending in with everyone, which is being casual sharing, they can get it getting a laugh, you know, and being relatable. So that’s just huge one, remember I to you, whatever you would say about yourself, make it about them, you can have this you can, and they will feel so much honestly hope, excitement, and mostly that you sell with meaning you make it meaningful to them. The next thing that you can do within this like focusing on them category is to help them guide them to their belief, guide them to their why, you know, this whole thing I was mentioning that it can be easy to just say shallow, shallow selling woods like or even you think about small talk, what do you do? Why, like get through it, just get through it.

Kat
And I try to think of another question someone might ask like, what do you do for work? Obviously, what age is your kid they all this shallow stuff? What’s your job and not going any deeper than that? And even like if someone were to message you about your product, and they said, oh, like I’ve been wanting to buy that what? Like what’s the information about it and can you tell me more about it? What that could do is open up a whole can of worms to sending your sales video and sending this all this sales page bullet points and you know, if you’re with a company that has this ammunition for you, it can be very easy to like just send it all, let them do the heavy lifting. Yeah, absolutely, because it’s probably good information, but information is on transformation.

Kat
So that’s not going to transform their beliefs necessarily, it will share features. What you have the ability to do very simply, is just guide them like to what is even their reason? Like why are they why did they ask? So you could actually you could say, hey, what makes you interested? Why do you ask and help it be revealed to you? What is their reason? And if you’re thinking about? And you might be surprised by their answer, because it might be easy to say, Oh, well, I sell workouts. So they’re asking that, obviously they want to work out. But maybe it’s not maybe one season of life, they are recovering from having a baby and another they want to like blast to a fitness goal. I don’t know, just different seasons have different motives. And it’s really, really important to know that. So let’s just say that you said, Well, hey, that’s a great question. What makes you interested? What specifically? Would you like to know? You get to like, a little bit more of the depth, the meaning behind what they’re asking? And then maybe they say, so let’s go back to the workout program. Let’s just say, oh, I want to lose some weight before a wedding.

Kat
And you could take that answer. Or you could say, You know what, let’s just dig and find like, what is the real reason here? Because while that might be a true statement, people will not stick around for those shallow and goals. What they will do is stick around for that deeper vision, that heart for why they like, why they want something. So if you ask like, hey, you know, if you were to lose 10 pounds, like how would your life? Look? How would you feel? And get curious about that? And maybe they say, Well, gosh, like, I’ve been looking at dresses, I think I would just feel so confident. You know, like, I wouldn’t hate that everyone’s looking at me while I dance with my son, you never know. And because you care about them, you really want this to mean something for them. You could even go a level deeper. Say, Hey, why is it so important to you that you feel this way on on the wedding day? And maybe it’s revealed? Maybe it’s revealed that, you know, she feels like I’ve JoJo died in his whole life. And you know, they always talk about it. And all he wants is for it all I want is to just not think about myself and to think about him fully. Right? So the actual reason has nothing to do with weight, has nothing to do with not has nothing to do with it. But it’s a very massive byproduct.

Macy
It doesn’t do the the product itself, right?

Kat
It’s not the program. It’s not the supplement, it’s none of that stuff. It’s very, very much what the destination is, you know, that motive. And when you focus on them in this way to where you’re begging curious detective honestly isn’t even feeling like the right word right now. But just like a guide, you’re guiding them to their real reason. You’re graceful, you’re tactful, and they feel like you care you’re not being an interrogator. Because they can tell that there’s a reason why you’re asking.

Macy
And also like what happens when the wedding’s over. Right? Exactly. And so knowing what they really want for the vision for their life not just for them to fit in a size for you know, dress it because when you’re saying stick around, you said stick around, it’s not stick around, you know, follow you it’s sticking around with the program staying with the baby the membership or with the you know, being involved and being engaged and that is what makes them win, which is the kind of sticking around that you want.

Kat
Yes, it is in much a much better phrase. And what I said was sticking around is like being bought in, they have a really decided, like they said the decision and that helps them stay all in and knowing that being a selfless person focusing on who you are for the people around you. It’s a much bigger goal, a much more meaningful goal than than like a size for example, right? Not that they don’t both matter. It’s just one will keep them around and keep them bought in which is huge. So just know that uh, you can and you should lean in to your, like the people who messaged you on Instagram. Why are they curious? And you’ll see how this pays off for you. But this information is absolute treasure.

Macy
And you know, you open this with meaningful sales. Yeah, that’s the most meaningful that thread that you just painted. I’m just like, I just like, want it so I don’t even this pretend person I know. I just want it so bad for her and it’s not about the workout. You know, it’s just like that is what the meaning of what you do. It’s so true bought it It keeps you sold on your cell phone.

Kat
So true, it all goes together. And you know, you think about a client who needs to stay bought in to being consistent to blah, blah, blah, whatever the case, when you can keep that vision in front of them, you know, maybe you’re a leader, and you know that your teammate wants to, like, earn an income that can help do blah, blah, blah, like you can keep those meanings in front of them and keep them getting uncomfortable every day, like what is going to get them uncomfortable. Because most of the things that matter in life are not easy. They’re not. And so what is going to make you do the hard thing, right? And it’s knowing that you don’t, you cannot paint that vision, if you don’t know it, right, you cannot paint it, if you don’t know and you cannot project it, it cannot be your reason, it has to be the reason. This is why it’s so important to be like that. That good type of investigator of people’s lives, because it matters so much for the long haul. So much like oh my gosh, so much. Okay, so the third thing that you can do to focus on them is very related to all this stuff, it’s just a little bit different. It’s where you move from your product to what makes it useful for them. For your product, what’s useful. We talked about digest now, what is their reason for wanting to buy versus like, Why do they want it? Like, what is their motive that is keeping them like in motion? Okay, motivation, just like you know, you can’t do it for your client. What is their motive? Okay, this is a little bit of like their cut its cousin, which is, what is the product? And what will it actually do for them like in their real life. So for the whole Yeti cup thing, Yeti might be a double layered steel. And that means that she can actually enjoy her coffee while playing with rush for a full hour. You know, it’s what is the usefulness? I know that that word is like, so basic, but really question everything. Like, why is this useful? Yeah, because it is. And there’s always more depth even to that first answer. Yeah. Like, why does it matter that you can play with Rush and not like be so mad that your coffee’s getting cold?

Macy
Well, you know, if there’s nothing I love more than looking forward to a cup of coffee. I know. I mean, I really look forward to it. And it’s really only the first couple of sips. I feel like I can, like, enjoy. Yeah, especially if I’m home with him all day. So to be able to have like, a little piece of for me, and then to be able to be with him. That sounds like a perfect world.

Kat
And what if your full cup could be like those first two sips?

Macy
Oh, I can be all in baby. And we can just go go wherever he wants to go.

Kat
That’s right. And like why? For real? Like, why does it matter that you feel like you can be present during that full time?

Macy
Oh, yeah. I mean, is there’s anything I know is that kids know, when you’re like their voice, you know? And I mean, the more that I learned about parenting toddlers, it’s like that quality time really does matter more than the quantity.

Kat
Yes.

Macy
Because you know, you know, stay at home mom, who’s completely distant for their whole life, right? So being able to be emotionally, mentally, physically, there is the most important thing. It’s so true.

Kat
And I hopefully you hear like how, again, we’re not even in the product anymore. We’re in like, what it’s doing for her. And that’s why it matters. Because like when a silly cup can honestly help you mentally but you know, this is like awesome. Like, I can walk away for a second and be quality time. Yeah, with Rush and create a confident 16 year old one day, that’s huge. So all of a sudden, you’ve left product land again, but the product is the bridge, that’s gonna get you where you want to go to get her where she wants to go, which is such good news. And what’s very tempting if you have a great product, which I’m sure you do, sure, it’s scientifically proven or like great ingredients, or you have a great process, like whatever the case may be. It can be so easy to just rattle off the features and think the harder I go on this list in my offer, if I can just beef up my offer if I can just make this whole thing feel overwhelmingly amazing, then they’ll buy it. Yeah. And sometimes I can be the very reason that people don’t. Because I What is all that like am I make for all that? Yeah, like what I just want the one thing Right, right? When really, if you listen during that last portion, when you listen for that gold, you can efficiently paint that you might have 100 features that are amazing. For the youth. There’s one that will be the reason that they stay bought in because it gives them the outcome they want, right the vision for their life sight out in front of them and they are they’re sold you know,

Macy
I like how you just said product land. Oh, get out of it. Or get the one town in product land the one town that matters to them and stay there.

Kat
Yes, stay there and it’s okay. And sometimes that’s why when you are in sales, you are a leader regardless of what team or you don’t do or don’t have Have, and leaders should be servant leaders. And so you just die to yourself and make it all about them. You lie to yourself, okay? So just know that while you can list off all your features, well, you can list all your features, just stay in curiosity and stay in painting the value for them. Okay?

Kat
We’ll make it tight. Okay, so I mentioned just a few minutes ago that when you get the right information, not only is this meaningful to them in that conversation, but you can also use it to your benefit later. And that’s why the third part of selling with meaning is being able to strengthen your sales message, you can strengthen your sales message when you sell this way, because you have what they want. Like, even if it’s one person, let me see if I was a representative of Yeti, and God on Instagram and literally sold the vision of being able to have meaningful relationship with my child, because the coffee stayed warm. I did not listen to the stainless steel. That’s right. But my point is that when you strengthen your sales message, you take the information from someone mashed up with the very tiny detail about your product. And you leverage it publicly. Yep. I mean, how many of us are selling publicly now to the quote masses, when really all that matters is that the masses are made up of the Macy’s. Hello, tagline masses are made up of the Macy’s, the masses are made up of the zkats and the you know, the Sara’s, and the Jennifers. And they’re all made up of real people. And so when you can help, basically talk to them publicly, like they’re an individual, that’s what moves people into action.

Kat
So all of a sudden, this whole like, quote, marketing trap that we can be in which marketing is great. I just would prefer that you have the sales message in there. Right? Right. So there’s intentionality behind it. There’s meaning in it, and it moves people into a decision because that’s all sales is, is moving people into a decision. And recently, I cracked back up my dictionary, I look you wish to pay for dictionary, but don’t just look it up. Okay. The word content? Oh, all it means. This is crazy. What information on a medium? Yeah. Okay, basic. So basic. And I said this earlier, information is not transformation, right? So you can give all the information in like, kill yourself making that content, which is totally be consistent. Please do all that. When you have a sales message, you know, actually how to refine it. You know, that even if someone disagrees with you, you would know how to lean into it. Like discover what it is they actually mean by that, discover what they actually want. And then leverage that. Right? When you are in this cycle of talking to people spent, like specifying your content. People feel seen. Right? Right. I mean, like if Macy were to message me if I’m selling Yeti, and Macy’s is like a different Macy. And she says, Well, I don’t want it to feel cold in my hand. I want it to feel hot in my hand. Right? That’s a legitimate, very legitimate concern. What if I’m not even gonna go into this right now, but you can discover like, what is the story there? Like, how important is that? Why is it maybe she’s genuinely not a prospect, that is totally fine. At least you would have some information to dig deeper, and say like, not even dig deeper, but just to shift around the message and say, hey, you know, what the Yeti won’t do is provide you like that warm feeling on the outside? Well, what it will do is stay the same temperature because I just said at the moment or check an hour and a half later, the coffee stayed the same temperature

Macy
Can be warm on the inside

Kat
And you can really be present that whole time that you play with your child. And so it’s up to them at that point, right? Do they want the warm mug? Do they want the hour and a half with their kid? It’s up to them but at least you were able to take that information look it in the face and leverage it for good and help more people feel seen like you know Yeah, I also don’t want it cold but what I do want more is happy toddler. Right? Yeah. So then, you know have a calm with toddler exactly happy mom with a toddler. So those were the high level points for how you can sell with meaning which is be sold on yourself be steady. Because if you do not stand for something, you’ll fall for anything. And then to focus on them. shift from talking about yourself to to them and what’s in it for them all the time. And three, you can know that you can strengthen your sales message when you sell with meaning that you can Lean into the conversations, bring it back down to like how they actually can benefit based on what they what people have told you and help more people feel seen, which is huge. And that is how you make a sales message really powerful for your audience even though most people we’re gonna talk about niching you can actually be selling and I really believe that for you. So I hope that this was helpful. I hope it gave you some hope. And if you have any questions about this, you know, you can always message us at the guide culture and we would love to make more sales content.