Sales is arguably the most important part of your business because you can’t make money if you don’t sell! #ThankYouCaptainObvious
But it can also feel like the hardest aspect of business — even downright ‘cringy’ at times (if you’re not sure how to do it right).
So, I’m sharing our simple step-by-step solution that ANY business can use to create a strategic sales strategy in this episode.
This is episode FOUR in my AUTOMATED LEAD GEN PODCAST SERIES where I help you pinpoint what aspects of your business might be blocking leads from buying and how to turn those leads into sales.
If you struggle with getting the sale, this episode will help you create a sales strategy easier than you ever thought possible.
No more trying everything and getting no sales, working hard with nothing to show for it, or spending time and money on marketing that doesn’t pan out.
Tune into this episode to gather all the juicy sales tidbits like:
- The most common mistakes I see people make when it comes to selling and how to avoid those mistakes.
- The 4 aspects of strategic selling that converts more leads to buyers.
- Where to look when this part of your business isn’t working (hint: it’s most likely not a problem with your sales process).
- The 4 steps to creating a strategic sales strategy to make sales easy breezy.
Check out this episode to learn the specific steps you can take to create a strategic sales process that finally makes selling feel like a cakewalk.
And if you have any burning thoughts or questions after you listen to this episode, I’m all ears! Shoot me a DM @EmilyHirsh.
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READ THE EPISODE TRANSCRIPT
All right. My friends. Welcome back to the podcast. I hope you guys are enjoying this little series I’m doing on automating your lead generation. Using paid ads. I’ve gotten a lot of positive feedback on it and just breaking it down has been really helpful for people and breaking down the different layers in marketing. So if you haven’t listened to all the episodes, feel free to go back. We started on Monday, so there’s been three. This is the fourth episode, and there’ll be one more tomorrow. And the outcoming goal from this is that by the end of all this content, you’re able to really understand what you can go and implement and do in your marketing to create a lead generation and sales system. And I very much look at marketing as process as a system, as something that any business can execute and implement in order to get results.
It doesn’t matter where they’re at right now or what they sell or any of those factors. When you implement the right system, you do get results. So that’s what we’ve been diving into. And today we’re talking about turning your leads into sales. Before I dive in just a quick reminder, that if you share this podcast, if you share this series on social media and tag me at Emily Hirsh, you will be entered to win. Two business audits will give to two winners. Two people will win a business audit with me personally, where basically you’ll submit some information about your business. It can be about marketing, or it can be like, I might create this new offer. What do you think? Or I’m having this team struggle issue or whatever it is about your business. And I will personally audit it and give you feedback and a plan of action based on what you submit.
So there’s gonna be two winners. You can submit up to five times. And the way you enter is you share on social media and tag me. So we know that you did it all right, let’s dive into turning your leads into sales. So a lot of times this is kind of where people start with their marketing, because most business owners, and it makes sense go into marketing with the concept of, I need to make money. Like that’s why I wanna mark market to make more sales. But the reality with this con with this section of your marketing, with this layer in turning your leads into sales, is that everything we’ve talked about the last three days, growing an audience of leads growing an audience in general, creating a business strategy, like the foundational component ends are honestly going to be what drives the success of turning your leads into sales.
So a lot of times people look in the wrong place when they’re trying to create sales. And what they don’t do is go backwards and look at things like I am not getting enough leads, or I’m not getting quality leads, or I, I’m not building an audience. I’m not putting out consistent content. So here is what increasing your sales does not mean. And this is kind of like the misconception and the mistakes that a lot of people make. Number one, it doesn’t, and it shouldn’t feel like you are doing everything you possibly can with your marketing and getting no sales. If that is happening, there is a foundational issue in your marketing. And it’s not as simple as just, oh, I have poor quality leads or, oh, I’m not making sales. If you are doing everything, if you’re putting in the effort, if getting leads, if you were growing an audience, if you’re doing all those things and you’re not selling, there’s a foundational, I issue likely with your messaging and with your off offer positioning two, increasing your sales doesn’t mean that you have this like throw spaghetti at the wall.
I try something new every month and I’m working really hard and I’m trying things, but I have nothing to show for it. And I’m trying this thing. And then I do a webinar and then I do a challenge. And then I launch this funnel and I’m constantly doing things, but I don’t have results to show for it. That’s not what increasing your sales and successful marketing should feel like. And then finally you definitely don’t want to be doing spending time and money trying to market your business, but then still being in the red with nothing to show for it. You know, in the beginning, it’s okay to invest in your marketing. And as I talk about a lot and you may not make your, you know, your money back right away, but then you have to obviously become profitable. And if you’re spending money and it’s been in months and you’re not profitable, there is again a foundational issue.
So when you’re at the point of turning your leads into sales and you’re increasing your sales strategically, what that means, and I want you to get notes out at this point, really think about this, cuz as you’re listening to this, I want you to think where you have a gap in your business. I, as I walk through, I have four points here. Where do you have opportunity to improve your experience? When it comes to turning leads into sales, one is creating an experience leading up to the sale. That’s so incredible. It makes selling easy. And I’ve witnessed this an experience, this myself many times that the more you put into the experience that’s happening for your leads, meaning the nurturing, the content, the, the webinar itself, the experience that they have leading up to. When you say, Hey, here’s my offer, buy it. Obviously you’re not gonna say it that way.
But when you get to the point that you’re pitching your offer, the better experience you create for those leads, the easier selling becomes. And that’s how it should feel like when you have nailed your offer. When you have an offer, that’s like so good. People are like, I have to sign up for this. I need this. This is gonna solve my problem. And to solve my problem quickly, when you have that and you create a great experience leading up to the sale selling should be easy. It shouldn’t be hard. It really shouldn’t. And so if right now you’re feeling like selling is hard or nobody’s buying. I want you to reflect on the experience of leading up to the point where somebody hears about your offer. Are you nurturing them? Are you giving them reasons to trust you? Are you showing social proof or case studies or reasons that they should trust your business and see that your offer is successful, that people like it, that they were able to get results for it.
If that’s relevant, are you doing that in the experience that Lee leads up to them hearing about your offer or is that broken? Does that have opportunity increasing your sales also means that every day you generate leads that are perfect for your offer. So this comes from the following episodes in this series that I talked about, generating leads and being clear on who your ideals customer is and making sure that all of the content you create, all of the funnels that you build, all the strategies you implement at the end of the day are meant to generate leads that are your ideal customer. And they’re perfect for your offer. The next one, this is really important. Like this one is where a lot of people mess up and that is creating a gap for leads that fills your offer perfectly. So what I mean by that is a lot of people throw together like their lead generation strategy, not intentionally, it’s just mostly because they don’t know.
So they just choose something. So like, I’ll do a webinar or I’ll do a challenge or I’ll make a lead magnet and they throw it together. And they don’t really think about, again, kind of going back to the experience, but even more here, if you are intentional with the experience you’re creating at the lead generation step, that means that when somebody consumes that valuable piece of information or that training, or they participate in that challenge, whatever it is, when they do that, you need to actually create a gap that they now identify as wow. Like I now know a bigger part of my problem or why I haven’t been able to achieve what I want. And then your offer is gonna fill that gap. So what that means is you cannot overwhelm the lead. And so many people do this. So let’s, let’s just take a webinar.
For example, if you put together a webinar presentation and you have like 15 things in there that somebody could go and, and tactically implement to solve the problem that they have, that your offer solves, they’re not gonna buy at the end of the webinar because why would they, they have 15 things to go do before they need your product, right? So anything that you create, you have to realize value doesn’t equal overwhelm and volume in the content that you deliver value equals allowing somebody, your lead to open their eyes to a new way, to a new process, to a new angle at looking at something to realizing why they haven’t achieve what they wanna achieve yet. Let me use my business for an example. So we recently did a challenge and in planning for that free challenge, we were really intentional with the content that went into that and only walking people through how to set up a visibility ad.
Now I didn’t teach. Here’s how you build a funnel. Here’s how you set up, you know, webinar ads. Here’s how you do everything from a to Z in your marketing. I taught the first layer in what I’ve taught this whole week. Visibility ads. Now they all still needed lead generation ads, sales ads, a complete strategy, all those components, but because they made progress in getting a, just a simple visibility ad launch, they now were more confident in moving forward in Facebook ads, in realizing the potential and realizing they could do this. You name it. And so you have to think about what does your audience of your leads need to know or need to realize or need before they can buy your offer. And that is what make should make up the content of your lead generation. If you’re giving them the answer and you’re overwhelming them in this phase, you will not get the sales because people are overwhelmed and an overwhelmed person does not go spend money.
They go solve their overwhelmed first, or they try to, okay. The final piece in having strategic sales means you have to have a clearly fleshed out explanation of your offer. And I put explanation, but another way I refer to this as like possessing, you can, can’t just say like, here’s my offer. It has 15 video trainings. You get one on one coaching, you get this, you get this, you get this. That’s the, what people don’t care about. The what, they don’t care how many videos there are. They don’t care about how it’s structured. They don’t care about how long it’s taking you to make. They don’t care about any of those things. Your leads care about the benefits and the outcomes of your offer. They care if I buy this, what am I gonna be able to do have, or be what is the benefits?
What is the outcomes? And are you clear on those in their language? And most of the time, if you’re generating leads and you’re not selling them, it’s because this is a problem. And I see way too often, people are like, well, the leads are poor quality. And yes, that could be true, but likely it’s, it’s more that you are not convincing your leads, that they should buy this and why and what the benefits are and what the outcomes are and what the repercussions are. If they don’t buy it, you know, if they don’t buy it, they’re not gonna achieve a result. You are not being clear in that. And so I want you to reflect if I was to sit down and tell you, like, if I buy your offer today, what will I be able to achieve tomorrow in the next month and the next 90 days in the next year?
And could you clearly tell me quickly what that is and quickly, because that means you’re clear on it. If you’re St like stutter through it and you’re like, well, um, you’d be able to do this. Then you need to get more clear on it. And also are you using language that I would want to hear? Like if I told people, well, you’ll be able to have a complete sales funnel. Maybe they want that, but what do they really want? They want leads and sales coming into their business. So you have to use the language that also your audience uses. And if you have that selling really becomes easy because if you’re able to create offer positioning so good that when somebody hears the offer, they’re like, this is so much better than anything I’ve ever heard. I know this is gonna solve my problem, and it’s gonna solve my problem quickly.
They’re like, yeah, of course I’ll buy it. And then you can build in a complete follow up strategy into your sales that allows you to maximize on all your leads, which is another mistake people make. But I often see that people try to focus on like, let me get retargeting ads up or some solution like that when it’s like, if you are not selling any of your offer right now, adding in retargeting ads is not gonna work because your messaging is off because your positioning is off because the experience beforehand is off. You need to fix that before adding in some extra follow up is gonna do anything. The foundation has to work first. So here’s some steps. I have four steps for you guys in how to create a specific sales strategy. The first step is you do need to plan out exactly how you’re gonna follow up with your leads.
So of course you don’t wanna have leads, sell to them one time, and then they don’t hear from you. And ideally within this follow up, you have some sort of urgency. You’ve gotta push people to take action, and it should be real urgency. It should actually be limited space or a discount that expires or a bonus that expires, but that will push people to take action versus be like, well, I’ll just do it next month. Okay. So you have to plan out how are you gonna follow up with your leads? Are you gonna follow up via email? Are you gonna do retargeting ads? Are you gonna text them? Are you gonna call them? How are you gonna follow up? And you might hear the us and go, well, I wanna do all of those. You can implement all these strategies, but not all at once.
Choose one, choose the one that’s gonna be the most impactful and implement one at a time likely it’s email likely you’re gonna start there and make sure you have a flushed out email follow up. And then you could move maybe to text messages and then retargeting ads. But again, like retargeting ads are only gonna work. If you have leads to retarget and your offer positioning is good and is relevant and is working. So I would make sure you have a complete email follow up. And you’re actually following up with all these leads. You’re getting in a way that is very clear messaging. It’s focused on the outcomes and the benefits of your offer. And it has some form of urgency. Step two is with whatever strategy you choose to implement email retargeted ads, you need to create communication. That specifically speaks to your ideal customers, pain, frustrations, and dreams, and positions, your offer as the perfect solution in the language they will use.
Make sure you’re using has the urgency associated with it, which actually I’m going early into my next step, but in the language they would use and really ties in their pain and their frustrations and their dreams. And so if you get here and you’re like, well, I realize that I’m not as clear as I should be about that. That is a problem. That’s something that you need to identify and fix first, because if you are not connected to your ideal customer’s pain and their frustrations, how are you gonna speak to them and connect your offer to the solution? So that could be an issue in why you’re not selling to your leads. Step three is now incorporating that real urgency. There has to be a reason for people to take action or they’re not gonna do it. So utilize a bonus, utilize an expiring discount, utilize limited time availability, get your leads to buy in a short window, 2, 3, 5 days at the most from when you first pitch your offer to them.
So on the webinar pitch it, they now have 72 hours to buy it, to get some sort of discount bonus, et cetera, make sure that’s incorporated and then make sure that is communicated all throughout the strategy that you’re using to follow up with. So it should be in all of your emails. It should be on all of your retargeting ads. Do not think because you set it once. Everybody knows they do not. They do not remember that. And then step four is build a complete follow up and sales strategy that continually nurtures and sells your offer until your leads become customers. This is really important. It can take three or more months. Like for us, it’s an average of three to six months before a new lead becomes a customer. And so just having a follow up emails, your series of like four emails after the first time that you pitch an offer to somebody, and then nothing happens after that.
And you’re like, well, they’re a dead lead. They didn’t buy is a huge mistake. Once you get the initial follow up, now you have to figure out how am I gonna continue nurturing those leads, who didn’t buy? How am am I going to offer them my offer again? Like, what am I going to do to turn these leads into sales in the future and way too often, do I see businesses playing the long game here where they, they don’t focus on the fact they focus like, okay, I got a hundred leads. They didn’t buy on my webinar. It’s like, now you have a hundred leads on your list. So how are you going to convert those people? And how are you gonna build a long term strategy that that could be the regular emails that you send out to your list. That could be a flash sale that you plan in, in an automated sequence after 30 days of someone hearing your offer, the first time that can be like, what’s the content that you’re gonna regularly nurture.
All these leads with. That’s really important because to think majority of people are gonna buy in the first instance that they hear about your offer is so untrue and going to set you up for disappointment. Okay? So those are my steps. Those are my ways that I look at sales and I do wanna reiterate, like most people jump to solving this. They’re like, I’m getting leads. I’m not getting sales. And they focus in on this before they go back to the things I talked about in the previous episode, meaning getting quality leads and what that means. And having a customer journey, a funnel that is created specifically for your ideal customer, creating content that is created for your ideal customer. Like most of the problem, if you are here and you’re like, I’m getting leads and I’m not getting sales likely the problem is gonna be solved in the previous layers of the marketing strategy, which is leads in your audience that has to be dialed in for this to work.
And making sure that everything you do is about creating an experience customized and made for your ideal customer. That’s, what’s going to lead to leads. And then sales is that you create an experience. You create communication, you create messaging, you create and, and a transformation. You create something, but everything you do is created for your ideal customer. And I see this all the time where people are like, oh, I just have to generate leads because somebody said, I will. So I’m gonna, you know, replicate their funnel. I’m gonna throw this together, but they don’t stop and think like, is this the best thing for my ideal customer? And is this the best thing to lead up to my sale to be like the, the step before somebody is pitched to my offer, is this the best thing? So taking that into consideration is really important and will lead to a lot more sales.
I’ll write you guys. And as one final reminder, I’ve mentioned this throughout the series, but we opened up five spots this week for us building your funnel, meaning my team will write your opt-in page, write your thank you page, write your emails, design it, and build it. I have a whole funnel team. And if you get your application in, at help, my strategy.com to work with Hersh marketing, and then you decide to move forward and are done with you consultancy or are done for you agency. On top of the services we provide in there, we will also build your funnel for you. So you have, have to get your application in. It is first come first serve. At the time of recording this, we’ve already had a few spots taken. Basically what we do is we’re constantly building funnels. And when we launch them and release them to the member or to our client, we now have an open space.
So we have an open space for five, and that will likely fill up by next week. So don’t wait in getting your application in for that. Thanks so much guys. Tomorrow is the fifth and final day of this series, and I’m gonna talk about guaranteeing control in your marketing results. So now we get into how to look at data, how to make decisions, how to audit what’s working and not working in your business and making sure that you’re not feeling like you’re throwing spaghetti at the wall or you’re gambling with your money, but you’re are in control. You’re in the driver’s seat. And you’re able to be in momentum in getting results every day.