Macy
Welcome to the school of sales podcast. You got Macy and Kitty here with you today. And we’re gonna have a little chat. This is the first time we’ve been together in a while. So we’ve been. We’d like to stay apart to actually work.

Kat
So we’ve been catching up a lot about an event that I spoke at, where one of the big issues that they are solving for right now is how to handle a mass amount of people, how to handle an influx of messages and how to sell in a way that is scaled to the masses, yeah, how to take yourself like them as a person. And leverage that for like, the ability to make more sales. And of course, if you have been around here for any length of time, we really believe that meaningful conversations are the key to not only one sale, but leveraging that to the masses as well. And that conversations are where the gold is revealed. Because people are what matter. And connecting with one person is an efficient way to even take a message to the masses. So the event that I spoke at, I mean, only so much could be covered. And I’ve just been ruminating on this idea of taking a sales message public. Because I can totally see how it could be discouraging to think well, if the only way for me to sell more is have more conversations, well, then I feel defeated. And I mean, we all know that’s just not true. Like you don’t have to talk to every single person who buys from you. It’s about the principle that it’s people who are at the root, their problems, their desires, their emotions are at the root of how you even take a message to scale, right? Think about like a megaphone, like what do you want to say loudly? Something that works? Not something that you’re guessing at, or being loud about, but something that really works? And that resonates with people? So that’s what today’s podcast is about.

Macy
Yeah, it’s so good. And I just, it feels like, when from when I hear you talk, it feels like when people are like, Hey, how can I sell to the masses, you just are, there’s just like a big gap that you can’t even walk over without the conversation of the people in the middle. Because each one person you talk to, I want you to think about that one person representing 100. More Yeah, that are in your audience. So while you feel like oh, just I’m just making this one sale, this one conversation that is a reflection of depending on your audience size of tons, tons more, that just aren’t talking to you. Because there’s different types of buyers. I know I love to talk to people before I buy, I like to hear I want to be sold to. But there are other people that want to make the decision on their own, and that’s fine, but they still have the same problems. They’re still going through the same thing as that one individual you’re talking to. And so using that conversation to number one, fuel your spirit number two, know and not guess, but know what people really want and what their problem is, and then confidently taking that message public, without a hint of hesitation of is this what people need to hear is helpful. Like you can speak with such confidence and certainty. Those are really three massive things that just one conversation can bring you.

Kat
It’s so true. So I’ll tell you the instance is that this person, she was putting out some good content about her business. Someone reached out to her and She got those those pieces of information about what do you want? You know, what are your problems? And it revealed oh my gosh, there’s just a few questions that she asked her revealed that she wants to be like a mom who is excited to get ready again in the morning, who wants to feel as beautiful as her husband thinks she is. And just these words that you could never sit in your car or at your office desk and just make up you would never make that up. Yeah. And in even sometimes when you do make something up for the masses, it can just feel like it’s not feel it can feel right, but it’s actually projecting onto them. So to really know what your clients and prospects are thinking is massive. And that’s the point of conversation. So what she ended up doing was she screenshotted screenshotted it and sent it to me, I saw that this woman wanted to feel good again in the morning, when she’s getting dressed and be excited to get dressed and feel as beautiful as her husband thinks she is. She sells a fitness and nutrition program. So these things make sense. And so I said, Hey, like you got so much good stuff. And just one cool one paragraph from her. Like, she literally typed it out, you can save it into a folder, you have three or four webinar titles just right there. And so here is the cool part. She literally took, like, feel as sexy as your husband thinks you are. So I made it a workshop title for the next day. She’s like, Dude, I need to put together like a bunch of materials like emails and flyer, you know, post I said, honestly, no, just go rogue.

Macy
You can if you want

Kat
You certainly can. But don’t let it hold you back from selling. No, do not. And so I said, Just do it tomorrow.

Macy
Because sometimes your spirit is so high off of that one conversation and you want to strike when the iron is hot.

Kat
Yes. And she had a 48 people signed up for it the next day, a workshop or the next day.

Macy
That is a lot of people for how quick that turnaround is because usually if you do build it, like let’s say you do it a week later, obviously more people are going to sign up. But 48 is amazing.

Kat
Considering Instagram Stories last, like 24 hours. Yeah, that was really cool. And that just proves that when you speak from one person’s perspective, 10, 20, 30, 100 people could be just waiting for you to speak to them and show you that they get it. I’m raising my hand, I get it, I want to hear what you have to say. So now the question is when you get those people on to a essentially a sales call, if you’re going to present to them like a webinar, or a workshop or whatever, they are essentially a sales call to demonstrate something that you can do to help them to answer a question that they have to shift their mindset around something. So Macy and I talked about it. And there’s three things that if you are going to scale your sales past, you know, into like a captive audience type situation. There’s three things I think that you should do.

Macy
Yeah. And just to back up for a second that 48 person call that’s really like a public sales call a little bit. Right, exactly, which is what we’re gonna kind of talk about in just a second. And so that’s that is like the perfect demonstration of one conversation, representing 48 other people that want to feel as sexy as their husband thinks that they are which I ran this idea by my husband, he’s like that it’s brilliant, like that verbiage is so good. I think a lot of people can relate to that. So that represented 48 people that raised their hand that says yes, I want that, too. They didn’t they couldn’t even put those words for themselves. But this one person did for those 48 people and she was able to and honestly, she should do it again and again. Yes. And continue to test it. It’s just so brilliant.

Kat
And if I were to just really uncover this before we get into the three things, she asked very tactful questions. She’s gotten a lot of practice and theory. Yeah, she did the day after the presentation, and was just refreshed and understood. Like when you ask questions the right way, you don’t just get a bunch of shallow. Here’s where like, here’s all my problems, you actually get to the root of what they really want. So it’s not just the desire, it’s the motive. It’s like, why do you want that? And that’s why she was able to uncover that. Yeah, really gently and very efficiently might I add. So anyways, just a little bit of digging, careful little. I’m thinking of like a paleontologist with their little duster

Macy
Yeah, that’s perfect.

Kat
It’s gentle. Yeah. And then you get to see oh, this is what they actually want. Okay, more people want to feel that beautiful again. So anyway, so once you have a captive audience like this, not only is this important one on one, it’s especially important public because you want to make this impression as impactful as possible. The three things that I would say that you want to make sure that you have practiced and in your pocket. One is to be able to handle objections. Now handling objections we’ll dig into this can come in the form of just false beliefs they have. Maybe if you are in fitness, people in the world think, well, I need to be on a 1200 calorie diet to lose weight. It’s just what I’ve always been told that. That’s a belief because it’s a repeated thought. And you can also just from a salesperson perspective, think of it like an objection, you’re not mad at them, they’re not mad at you, it’s just a belief that you can very gracefully shift and help them think differently, which is a massive, life changing value in and of itself. The second thing that you want to be able to do is build value. So what’s very easy to do is to tear down the opposition. Oh, yeah. Okay, so as to say, okay, all those diets suck, or all that skincare or all that. All those other agents, yeah, it all is trash. And honestly, what that does is put focus on someone else besides you, when really what you can do is build the value not only you can take know what they want, but painted as the sort like the answer. Your your product is the bridge, the Rainbow Bridge from where they are to what they want, you get to solve that for them. And then the last thing is to be able to close. Now, I was in the room with people making a lot of sales, they have a lot of sales, and I was saying, hey, where do you want to get better? And some of them said closing well, and the cool thing about closing is it’s actually the easiest part, it is also the most subtle, because you want to close at the right time with the right energy, the right intention. So while it is just the little moment, the question that you ask, it also needs to be done at the right time with the right confidence. Right. Okay, so let’s go back to the top.

Macy
Yeah. I think what you said was perfectly especially about beliefs. Because objection sounds like an argument is I think of like fists coming together. Like you don’t get it at, you know, mine is like a law courtroom. I have jet objects. Yeah. And it really is just like, you can understand why someone might think that, or I know, there’s like a bunch of jokes on Tik Tok about like, growing up with almond moms where they have like a handful of almonds, and they’re full and like, I should be full with a handful of almonds. And I’m not and, or, Hey, I’m over 40. And my metabolism just doesn’t work anymore. When you’re over 40 menopause. Like there’s all these beliefs where you’re like, I literally understand why someone would feel that way. I get to break them free of that. Because you know how to handle the objection and get them believing on the other side of that. Like I think about like cardio, you know, like, I have to have this much cardio to lose all this. We’re thinking about this one particular girl in health and fitness. And what’s so cool about handling objections and handling them well is it’s not by saying, hey, you know, that’s not right. This is right. It’s showing them through all these different sales principles, which are things like demonstrations, and telling, you know, stories and parables, and showing more than telling all of what you learn in school of sales. But doing it so subtly, where they’re just like, Huh, I’m never thought of it that way. Oh, that is so fascinating. to slowly get them on kind of your side of the table. And maybe the shift won’t happen, like right then and there in that moment. But maybe there’ll be falling asleep at night and be kind of replaying what you’ve said. And just like Kat said, a belief is a repeated thought. And so if you place a new thought in their brain, and then they start continuously thinking about it, like, Hmm, maybe there is a way to like rev up my metabolism, maybe there is a way to lift weights instead of run, you know, all weekend long to lose weight. They’re starting to create new beliefs, it’s hard to think more like you and started and change the way they see the world, which makes them pay more attention to you over time, and look for ways to continue to believe you, which will ultimately help them make a decision either yes or no, absolutely, really big deal. It’s a process for sure.

Kat
I’ll give you an example that we have used, because I don’t know all the nutrition examples that could be used. What I do know is that a lot of you listening have online business potentially. And what we’re literally talking about today is a public presentation. So the example that we use back in 2020 was Election Day is collection day, how appropriate here we are in November you know, a campaign for a politician last months or years or their whole life whatever the day you cast the vote is just the day that the vote is cast, but the decision was made. Very, very, very, very, very few are made that day. And even so there’s thoughts and beliefs and that drive is driving that. Even if you’re torn, at least you’re like polling one way or the other. So all that to say is you get to shift people’s perspective over time, and let them cast that vote at the right time. That’s right. So for the online business perspective, that is an example we use to show, hey, sales is a process, not an event. I don’t think that if you send someone a link one time, and they don’t respond, that you’re the worst Oh, no, that’s just literally a collection day moment that just didn’t work out in that moment. But you never know what could happen. So we told that story, as something that a person in a similar field or a totally different field could say their version of that was a metaphor or something that could help bring the idea to life because I would bet that someone listening to this would say, oh, man, like that’s so encouraging that I could live my life as a campaign. And not just as an event after event after this one event, right? Yeah, exactly. Or even waiting to sell till an event. Like you can actually just campaign your life and demonstrate the value that you stand on, so that people are constantly getting bought in. That’s just what we believe. Yeah. And so I would encourage anyone doing a public presentation to handle objections with that same hay out shifting their mindset is valuable.

Macy
And that’s something that you would do, like, for example, this person, we’re talking about how to call this 48 people. And on the call, she was handling objections, it would be happening kind of during the call, either it’s starting the process for somebody or it’s continuing the process, depending on where they are, to get them bought in. Exactly.

Kat
And I’ll tell you just a peek behind the curtain of how I kind of coached her. I would, she said, Okay, so when I get on the call, I’ll have three points. And those three points will be about the program. You know, it’s this many weeks, it’s this plan, and this, and I just very gently said that is not going to be helpful to them. What is gonna be helpful is when they’re when you get to handle their quote objection, their excuse, you might call it and help them see a better way. Because if someone has an objection about the amount of time they have the amount of money they have, that they just aren’t a good fit for this, because they just don’t believe in themselves. Right? That’s an objection. I know, it doesn’t seem like it. But these things are, quote, excuses that people will say, and really, it’s your job as a professional who loves them to pull them up and say, Hey, let’s walk this way. Because you have a better future for you. And shifting all that to say, shifting the mindset is incredibly valuable and life changing, because they can buy your program with the wrong mindset and not use it. So let us not enter into a deal.

Macy
That is a way worse scenario than not buying.

Kat
Wait, give me your credit card number for sure not. Wait, wait, wait, wait, wait. Because when their mindset is right, that’s when they’re bought in for life, and they’re loyal. And that is a healthy purchase. Right there.

Macy
That alone is worth this podcast. In my opinion. That was really good. Yeah.

Kat
So next, is to know with certainty how to build value. There’s a lot of facets to this. And I think there’s one I just realized I want to come around is that you could and I think one of the plagues of society, especially in business and marketing, and this is to say, this program will help you be more confident. It helps you be, you know, life changing. And that might be 1,000,000%. True. It’s also a very general value. Yes, people want to be confident, like there’s no doubt about that. It’s also true that almost every product on the market can help you do that. A Ferrari can help me be more confident true, like honestly dare me like, like, challenge me and I bet it would help me be more confident. Golden goose. I also bet peppermint would help me be more confident because I wouldn’t be thinking about my breath. I’d be enjoying my conversation. You know. So here we are true with like in a minivan might make you be more confident because the doors you know, you’re not thinking twice about getting out of the car with your kids throwing open a door

Macy
You can be confident that the cars beside you will be safe.

Kat
Yes, that you make a good impression going into the school because you are just like ducklings getting out of the car. Right? Confidence means different things to different people at different times.

Macy
Watch the word confidence.

Kat
So all that just says what you can do, and this goes back to the conversation piece, because when you know that someone wants to just feel as sexy as their husband thinks they are. That’s the value. And here’s here’s what’s important. That’s another word for that is confidence. But you’re right. We made it very, very tangible. Yes. How does that play out in their life? So it looks like showing up at the ball field and knowing that you can you know why? If your face off, like without thinking that your makeups all over your hand,

Macy
I think about someone being like, hey, want to get a picture of you? Yeah. And you can be like, okay, and not worry about the lighting or how to stand or whatever.

Kat
And something got really interesting brought up around family photos, and how, you know, maybe that means that you can take a full body photo, and I hate from the chest up from the chest up. So yes, values play out differently. And what I would encourage you to do is not to give a spiel about your product or business, but pick one thing that can give them that value. The way we like to say here is that all roads lead to Rome, like if a peppermint can lead to confidence, then so can the Ferrari, if provided, you can back it up, and I just literally can back up how both of those things can do it. So if your program has a module in it, that talks about mindset, then do that just appeals the value of that one piece, so that they have something to hold on to and that you are being seen clearly in their eyes, I Oh, she provides mindset content, because she provides a one on one call. And that means that I feel taken care of you feel secure in your purchase, or that level of guarantee, whatever that is, when you’re building the value, I would just really encourage you to bring it back to one feature of what you do. Because it can just get really overwhelming. And again, when I opened up, there’s these three points, it’s very easy to say what you’re not. We’re not an MLM. We’re not a, you know, gosh, starvation diet, maybe say we’re not toxic, or something. And that all may be very true to you. It’s about how can you build it out into what you are. So people can see that story for themselves. Because people follow a story. And they buy into a story.

Macy
They say all press is good press. And by saying talking about something that you’re not is giving that press the toxic diet culture press and giving it attention. So it’s really important, that was really good, a good, that’s probably one of the best, because I know we’ve just tried to describe the roads lead to Rome, and how there’s all these different roads, but how you describe your road is what’s going to make someone choose the peppermint or the Ferrari. Right. And that was really perfect. I also think like what you just said about picking one small specific thing, it can be so tempting to sell the whole product versus a piece of the product, I can give the example I gave to an R&F consultant. So they have a new hair line coming out. And I keep hearing people talk about the shampoo, right? Or the line. It’s like for the for hair restoration, or the you can pick hair restoration or something else. And it feels like they’re selling the whole product. And I literally did one Google search of the product. And I picked one bullet, there was all these bullets of what it does for you. And there’s one bullet about scalp health. I was like, Okay, great. What would it look like to build value on just scalp health, not the shampoo itself, but just scalp health that the shampoo can bring you. And I found out that an aging scalp has a hard time maintaining moisture. And when your scalp has a hard time maintaining moisture has a hard time sending nutrients to the whole head of hair. And so if you notice, like sometimes older people have drier hair, and it’s because their scalp isn’t retaining moisture, so you can imagine how like, wow, if you just sell scalp health, the road to Rome is still the shampoo. Like you’re still selling the shampoo, but you’re getting specific about having being an aging person that needs to take care of their scalp, educating in building value of having the juvenile type hair versus the aging, mature hair, as they say.

Kat
It’s really good because that also solves the problem of people thinking like, Oh, I feel my shampoo somewhere else, right? But what you do, and you demonstrate that is that you you actually know what you’re talking about. You still believe in the shampoo.

Macy
And now I’m over here looking at my shampoo that I use making sure that it helps my scalp and it doesn’t just help the hair, you know, because now that I know about it, it has me looking for things that either my shampoo does or doesn’t have. Right, you know, yes. So I think that being specific and selling a piece of the program, right? Selling the value of being as sexy as your husband thinks that you are and then like one or two few things that can help with that. That is way more helpful than the whole. This is how long the program is. This is the app that you get. This is a pro you know, way too much.And they have content for days and days and days and days.

Kat
Oh my gosh. If you were to go back to the fitness example and say like feel sexy as your husband thinks you are. You could honestly do like, okay, so what is like, what is the facets of feeling sexy? I wouldn’t say looking at because that’s all relative, and so is feeling it? Like, what are some of those things about your mindset in the way that you talk to yourself? Like, that’s what you build a value around is like self talk in the way you think. And if you think right, then you probably take care of yourself, you take care yourself, then you feel better, you’re more energized, if you’re energized. And you know, it’s like, oh, yeah, educating and building value on that, oh, well, whatever she’s smoking like, I want, I want that. That’s the link that I need to click Yeah, then that’s the link, I need to click this, right. Because it’s really just not about the to dues in your program. It’s exciting. It’s so possible, it’s such a, this is why this is week one of School of Sales because the work increasing value and building value is the it is the workhorse. It’s the hardest working part in the best way. But it actually is like a frickin bottle opener where it just makes your life easier to get your point across. Which is exciting.

Macy
I think I’m always saying Don’t worry about the mule, just load the wagon. So my dad always says I’m like, Hey, can you carry this, he’s I just love the way. It’s like the mule and you just carry stuff for you. It really does. You know, it makes your life easier.

Kat
Really does. Okay, the last thing is to know how to close be certain that yes, how to close. And this is very simple, like I said, is knowing that when people are in a state of nodding their head, they’re leaning forward in agreement, that they’re they might not make their final purchasing decision at that moment. But I guarantee their willingness to take the next step in some way. Maybe you do have a free download you’d like to give them I would be most likely to guess, though, that they would sign up for your program, that they do want to hop on a next call with you, or something to want to know more after you’ve literally helped shift their mindset and build the value toward what they actually want, and why they want it. Are you kidding me? Like? That is a time to ask your question. Who wants it? Who’s joining? And then sit there in silence? That’s right. That was one of the big lightbulb moments for the training was just zip your lips. Oh, really? Is it your lips, that wasn’t even part of the curriculum that day they had to get brought up because it’s just so easy to keep talking. For sure. You know, feeling uncomfortable or feeling awkward is a very, very, very normal thing. And what Grant Cardone would say is like, the more uncomfortable you feel like the better. I lean into the discomfort of the awkward quote, Simon awkward, it’s good. Because they’re thinking, right, the person is thinking you’re thinking, let them think. And ask them like, just ask the question, are you ready to sign up? I can sign up right now or after the call, you know, give them the option to say yes, or is it a yes.

Macy
Yeah, I think it’s really important to just point out how you said it’s quiet for you. But for them, it’s not their brain is loud, and they’re weighing it out in their head. And that’s exactly what they should be doing. And you are just there like I almost want you to think about it is like holding space. Yeah. Where it’s just like, hey, I’m gonna sit here and just give you the chance to think for just a moment. And I also just want you to know, like, cats made a couple of comments of like finding the right time doing it at the right time. The best way, you know, the right time is by getting reps in and doing it often. And the more you do it, the more clear it’ll be. There’s no way I can say here and be like this exact moment for this exact conversation. It is just a gut feeling based on what you’ve know about them based on the process. They’ve been through how many conversations you’ve had, what they’re telling you, you the more you sell, the more that you’re in it, the easier it is to know, of course training really helps with that. And then private, even our students, they’re like, Hey, I should have closed here. And I did it. And it’s like, it’s okay, great. That’s a rep in you’re gonna get it next time and follow up with them later. You know?

Kat
Yeah, I mean, I say in the training that 100% close rate is not the goal. No, you’re not doing enough. Yeah. You know, if everyone’s coming to you and saying like, Oh, I just bought they have no questions and nothing, then that’s just something is off, right. So I hope that you’re getting into so many conversations, that some stuff falls through the cracks and you get to learn from it. Because that’s the best news of all.

Macy
So good. So let’s, let’s recap. We got handling objections, which is really changing the way people think I always go back to kids when I think about handling objections like teenage It’s which I don’t have a teenager. But it’s like everybody wears this, you know, everybody does this, it’s like you get to have the chance to change the way they think. And not just say that’s not true, it’s probably tempting to say that as an adult with a fully developed brain, you’re like, that’s literally not true. Are you dumb? But then with the right handling objections, skills, you get to help develop their brain to think differently than what everybody else does. It’s such an important skill to have, building the value so that all roads lead to Rome, think confidence, a lot of things can give you confidence. What can you specifically do? And how does that play out in their life? How does it play out in their life? How does it kind of manifest in their life?

Kat
Is it so that they can take the full body pictures so that they can, you know, feel as sexy as their husband as they can be excited to throw their cover up off so that they can pay in full. I mean, what is it? You know, what is the thing in their life?

Macy
So good. And I think like, maybe just be aware about your life, and like when someone asks, Hey, let me take a picture of your family. How do you feel? Are you like, oh, yeah, I can’t wait to take this picture. And then be excited to help someone else have that too, you know. And then last, it was a close, close really close, often, as we say, getting them through the buying process, knowing when to do it, and then shutting your mouth. And as Michael Scott says, shut up and sell. It’s not exactly how we would say it, but I get what he means.

Kat
Oh, my Lord have mercy. Michael Scott, like those guys. Yeah, no, and would have been able to close like that does, it demonstrates that you’re confident in letting them think in the value that you have provided? And people really liked that they want someone who’s certain who’s solid and who has sold themself. So the prerequisite to this is that you are sold, right? That is the greatest sale you’ll ever

Macy
Amen. Amen to that.

Kat
Hope you enjoyed this episode. I will tell you, all of the skills that you can learn are in school of sales. So if you have one to sharpen your skills, and whatever, I cannot emphasize this enough, whatever level you find yourself on, there is something that will give you an edge that will elevate you into what you’re going to do on stage. You know, even if you are getting so many sales, you have to take them public like this, you know, what is your next place? And how do you want to be prepared for that because luck is when opportunity meets preparation. So be prepared for your next level. And the next cohort for school of sales is starting in February, which means enrollment is over the end of January. Yes. Which will be here so very soon.

Macy
Before you know it. That’s right. Hope you enjoyed it and we’ll talk to you the next one. Bye