MMM 75 | Sales Calls

As service-based entrepreneurs, increasing our sales may seem difficult when you have no idea how to make a good offer, especially in this world where the word “sales” has gained enough bad reputation. Fortunately, getting a YES on a sales call doesn’t have to feel salesy, manipulative, overly serious, or pushy. When done correctly, you can have powerful, authentic, low-pressure and fun calls that will make it feel easy and amazing for people to say YES to you! We give you our favorite, tried-and-true pre-call strategies that will get your audience in the mindset to say YES before they even pick up the phone.

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Sales Calls That Are So Good, They Have To Say YES!

We’ve got some good stuff coming up for you in this episode. We’re going to talk about how to increase sales. Just remember that all of this is directed towards service-based entrepreneurs. These are people who work with people. It doesn’t necessarily matter whether you’re a coach or consultant or you work with people in some other way that you’re offering a service. If that applies to you, especially if you have an online presence, get out a notepad and a pen or a pencil. You’re going to want to take notes because we’re going to drop everything we know on you right now. We’re going to bring the heat and please pay attention to all of it. This episode is going to change the game for you.

Dan was mentioning such a potent topic and it was something we wanted to touch on. We do listen to the feedback that you give us and we do pay attention to your messages and your questions. This was something that was coming up for a lot of you. It’s around sales and how to have more fun, loving and lighthearted sales conversations. How to be able to increase your conversions? How to feel aligned in what you’re offering and be able to put that offer into the world and not be disheartened if you don’t receive massive amounts of engagement on that? What to do around that so that you can start to shift that? We’re going to be addressing all of these over the next few episodes. As a service-based entrepreneur, the first thing that we want to look at is how you’re feeling about your offer and what it is you’re creating and how clear you are with whom your offer is for.

Before we even dive into the actual sales conversation, the foundation of your sales calls comes down to how clear you are with what it is you’re offering and the benefits of that offer. What it means is, “Here’s the service that I’m delivering.” You’re positioning it from the perspective of, “Here’s the service you’re receiving and here’s how receiving this service is benefiting you in all of these aspects of your life.” It’s not just, “Here’s what you were learning.” It’s, “Here is how learning this is changing and transforming every component of you as a human being.” This piece right here is key. It’s making sure that you had the clarity here so when you talk about your offer, people listen to that. They read it and they see it from a place where it resonates much more deeply. That’s going to be the first piece.

Number one is, how clear are you on what your offer is and who your offer is for? You want to be as specific as possible. Specificity is key. The more that you can start to paint a clear picture for people where when you’re saying something it puts an image in their mind versus speaking generally, the more deeply people are going to resonate. Let’s say I’m a health and fitness coach. The common thread is I help women lose weight. It’s such a broad way to speak about what you’re doing. A much better way to reframe this for your offer when you’re starting to market what you’re doing and position yourself for sales calls is getting clear on the type of woman that you’re working with. Get clear on where she’s at in her life, what kind of person she is, why she wants to lose the weight, what’s relevant for her. How having that shift and transformation is going to create benefits in other areas of her life? The way that we would reframe the sentence would be, “I support high achieving women to be able to create more spaciousness in their life, relieve stress and build a body they love around their busy schedule.” Now I’m speaking specifically to those high achieving women. I’m prequalifying through that statement as well.

You can hear lots of different little micro hacks here. They are high achieving women. They’re at a certain level in their life and their career. I want people that are in a place financially where they’re able to invest in my services, especially if it’s a higher ticket. I’m speaking specifically to the areas of their life that I know are most relevant to them. Stress is a big thing for high achieving women because they’re in a very high-stress career more than likely. Having a body that they can love and enjoy is another big thing. It doesn’t necessarily mean I’m speaking to diet mentality. It just means that they’re able to build a body they love whatever that means to them. Another aspect that I could touch on here is that self-love component. Loving and feeling confident in their skin and what that would mean for them. In this piece alone, we’re starting to get clear on who this offer is for and what the offer is doing for your clients. It’s not, “Here’s the information I teach.” Because then it’s all about you and that’s not positioning yourself strategically.

You want to make it specific as well because the general concept is if you try to talk to everybody, no one will listen. You want to be able to get so specific with this that you know how every little part of your offer will help them change their lives in a very specific way. You should be able to see your avatar, your ideal client at the very beginning of their journey before they start working with you and be able to fully trace as if it was a movie. It’s as if something that you could give to a director and have them create a movie of exactly your vision of what will happen in this person’s life as they work with you and then after. If you know everything and you know the full timeline, then you can speak to any part of that. The beautiful thing is when you have this fleshed out for you, you’re going to be able to write all sorts of content and speak to all sorts of different aspects of this person’s life. When you get on the phone, you’ll be able to truly let them know that they are seen and heard because you’ve done all this work upfront.

When I created my first group program, I received a little bit of backward advice from one of my previous business coaches. It was to create a program that would be widely applicable to everyone so that I could put everybody in the program. That sounded good and great. I can put so many people in here. If I get specific, wouldn’t that narrow down the number of people who I have to be able to put in the program? Wouldn’t I make less? Don’t I want to put everybody I can into this program? It sounds logical but it’s not because, with such a general offer with a general program, I didn’t know how to talk about it. I didn’t know how to make anybody feel connected with it because I didn’t have any specifics. It’s what Sophie is saying, helping women lose weight. How does a woman look at that and think, “That’s me? She’s talking about me.” It’s very easy to think, “It’s not me.” The only thing there is a woman. In there, you have all these limiting beliefs on this person. You don’t even know what that is. I help women lose weight. That can just easily trigger, “They’re not talking about me. It won’t work for me. It’s so general. I have such a specific body. I have specific needs. Maybe this will work.”

The more that you can start to paint a clear picture for people about your offer, the more deeply they are going to resonate. Click To Tweet

You can have so many objections immediately before they even get into your content or your CTA. You get disqualified before you even have a chance. The more specific you get, the more connected your audience can be. The more they feel instantly like, “This is me.” They’ll pay attention. They’ll perk up. You may think, “I’m speaking to a very specific audience. I won’t be able to put that many people into the program.” It’s not true because when you speak that specifically, you will have more people paying attention. You will polarize your audience, which is great. You’ll send the people who you’re not talking to away so you don’t waste your time and they don’t waste theirs. The only people who will listen are the people who truly are your audience and because they’re even more connected, you’ll end up with even more people in the program. That’s how that logic fleshes out.

This is a question that came out inside my community. They were asking about, “Do I need to have 10,000 followers on Instagram before I start making offers?” No, you don’t. You don’t need to have a super large following in order to create massive profits in your business. You can be highly successful with such a small number, especially when we’re talking about Instagram specifically. You’re so much better off when you have a smaller audience that’s more hyper-engaged than just having vanity metrics of 10,000 followers that aren’t engaged. That’s impacting and affecting the way that your audience perceives you. You want to be hyper-focused on becoming that big fish in a small pond versus trying to be another small fish in a big pond. That’s the analogy of you getting clear; you’re niching down, you know it, this is the offer, this is who it’s for, this is how it’s optimally serving them. You’re also establishing yourself as an expert and as an authority in that specific industry and in that specific way, which gives you so much more credibility.

The other thing I want to touch on here is, “How do I stand out?” It doesn’t matter what industry you’re in. It seems that every industry is so saturated. The piece of separation that many people forget about is, you are the separating factor between yourself and every other person in your industry. It’s who you are. It’s how you show up and it’s your philosophies, your beliefs and your stories. I had reached out to my audience on Instagram. I let them know, “I’m looking for this type of coach, trainer and nutritionist who can support me in this way and help me do these specific things.” I was very clear in what I was looking for, what I was wanting and what I was needing. I had a multitude of women reach out to me. As I was gearing through all of these women, they were all great, incredible, highly qualified people who had amazing programs and great results. What sold me on the person that I ended up hiring was the relatability factor. It was the fact that she had a story where she had gone through the process that I had experienced.

She had done bikini competition training. She had gone to a place where she developed a lot of the fatigue, a lot of the anxiety and a lot of the binge eating. She had healed herself from that and now she’s in a place where she’s embodying this more intuitive lifestyle where she trains and she also has the body with it. The process and the information that she teaches is very similar to every other person out there. They’re all teaching very much intuitive training and understanding your body and all of the mindset components. What sold me on her was her philosophies around it and her beliefs around it. It’s the fact that she was sharing the story that I deeply resonated with and I could relate to. That for you is what’s going to attract your ideal client and your audience. This is what’s going to make your sales conversations so much easier.

MMM 75 | Sales Calls

Sales Calls: If you try to talk to everybody, no one will listen.


When it comes to your ideal client and you’re building authority, you’re going to have the most authority with the people you most easily resonate with. When we’re thinking about niches and programs, my encouragement for my clients is always to pick the audience that you most deeply resonate with. Pick whom you feel you can effortlessly and authentically connect to and relate with. Those are going to be the people that you hold the most authority with versus audiences that maybe don’t as well connect with. You can support them, but you’re not going to as easily connect with them. You’re going to have a lot more climbing to do in that relationship building because they’re not going to feel that you get them as much because there are not as many parallels. That’s what we want to do inside of your content. We want to demonstrate to your audience your connectability and your relatability. We want to demonstrate how you understand them, how you get them and how your personal experience, your philosophies, your beliefs, your story allows them to see you as somebody that connects to them.

You’re going to have to put yourself out there vulnerable. It’s the powerful vulnerability that will allow you to say, “This is who I am. This is my journey. These are the struggles that I’ve overcome. These are the struggles that I’m going through now.” Allow yourself to be a human online so that they can connect with you as if you are getting drinks together at a bar and you’re just talking. You’re connecting heart open. That’s a big scary thing for a lot of people, especially if you’re a coach. I used to think, “If I was going to put myself out online, I had to be perfect. I had to seem as if I’ve got all my shit together, that I have answers for everything, that I have no more problems anymore and I’m professional.” The problem is, people connect that way. If you are too perfect, then you’re not even a person anymore. You’re a cardboard cutout of a person and people will not be able to reach you. There’ll be a huge distance.

I noticed that when I was speaking to people one-on-one or meeting people at networking events or whatever I was doing at the time, it was easy for me to attract people into my business, but nothing from my website or online. That was the disconnect. When people met me in person, they could see who I was and they could see like, “Dan is just a guy.” I had no problem there for some reason. I’m talking about how the fact like, “No, I don’t have all my shit together. I’m a human being. I have my challenges. I have my struggles. I’ve got a lot of them. I’m a human.” That means that I’ve got a crazy personality. I’ve got a ton of different parts of me and most of them are not super professional. Most of them are into my hobbies, musical tastes, my incessant need to celebrate life and go to festivals and party, stay up way too late and stuff like that. That allows people to see who I am.

You are the separating factor between yourself and every other person in your industry. Click To Tweet

People want to see you. People want to get to know you and get to feel that they’re working with a human being, not some perfect idea of what a human being should be. That’ll mean not everybody is going to like you and not everybody is going to connect with you. You’re going to turn a lot of people off. That’s a good thing because they’re not going to waste your time and you’re not going to waste theirs. You’re going to speak to the people who do resonate. It’s good to be polarizing. If you’re feeling the resistance to that, you have to look inside and find out where it is. Do you think that you need to be accepted by everyone or liked by everyone in order to have a thriving business? I’ll tell you straight up, you don’t. You want people to not resonate with you. That’s how you know that you’re putting something out there that is truly authentic to you because you’ll get people to say, “I love you.” People say, “I hate you.” That is such a beautiful thing for business.

It’s a turning point. What I’ve come to find over the years is, there are so many women inside this fear that comes up of rejection. It’s a big rejection piece of like, “If somebody doesn’t like this post that I share, or people aren’t engaging with it or no one’s responding to this.” We internalize that and we take it personally and we go with this narrative of, “No one likes it, which means no one likes me, which means I’m not lovable, which means I’m not worthy,” and you go on and on. It’s important to recognize that internal peace and that internal narrative that you have when it does come to showing up more authentically. There is a way to show up authentically, vulnerable and transparently while remaining in your power. There is a very specific way to do this and this is that piece that separates people who overshare. We all know those people and the people who share from a place of power where you also feel like, “This person is so not wise but so experienced.” Look at what they’ve been able to not just experience, but also learn and captivate from that experience and step into.

Here’s the piece that a lot of people forget to recognize. It’s a conversation I was having with one of my girlfriends. She does this beautiful job. She’s a branding and web design expert. Her social platforms were flawless. We’re having the conversation around it and I was like, “You’re never showing yourself outside of being this perfect and polished person. That’s the standard that you’re setting for your clients. That’s the standard that you’re setting for your audience. It’s as if they need to be that way in order to be where you are.” It’s important that you allow your audience to see that to be where you are, you can also be all of these other things. It’s recognizing that your audience is buying from you because they want to be like you. It means they want to see what’s possible and that they can embody all of these different parts of them in that level of success in whatever you’re teaching them.

If you’re only showing them that you have to be just this way, you’re showing this one part of you that you think is socially acceptable. That’s what you’re teaching your audience of what they need to be in order to get where you are. The more that you add these dynamic, these layers and you allow your audience to see you as a multifaceted human being and you allow them to see, “It is possible for me to achieve success in whatever that area is that you teach.” They’re much more prone to feel safe, to feel accepted, to feel fully seen and to be willing to go there with you because they feel that all of them is okay to be there.

MMM 75 | Sales Calls

Sales Calls: It’s important that you allow your audience to see that to be where you are, you can also be all of these other things.


It’s as if watching a movie with a superhero or some protagonist who overcomes a major challenge. In the beginning, you’re going to be offered a lot of opportunities to connect with that character, to feel that you’re like them and say, “I do that. I felt that. I’ve lived through that. I’ve been there.” When this character overcomes that major challenge, there is a part of you that thinks, “Me too. I can do that also.” It’s one of the reasons why we enjoy good superhero movies. It’s because we identify with them. We’re not saying like, “I can fly too. I have an X-ray vision also.” There’s a part of us emotionally that thinks, “I’m like that. A part of me can do something like that too. Maybe I’m stronger than I thought I was. Maybe I can do more than I thought I could. Maybe I’m more capable.”

You want to give your audience that feeling as well of seeing who you used to be, who you are now and the journey you went on so that they can feel, “I can do this too. I’m just like that. If this person can do it, I can do it.” When you give your offer online to show them how to do it, then you’ve got a hook. There’s a lot in it. Before you even get to a sales conversation that will set you up in such a way that you’re already done by the time you get to a sales call that’s constructed in the right way, that person already wants to say yes to you. Make sure that you’ve got the earlier parts handled, your organic marketing, the way that you frame yourself and what you let people see of yourself so that when you put an offer out there, it’s received and there is an emotional connection with it.

How does any of this have to do with sales? All of this is part of the sales conversation. It’s the unspoken part of the sales conversation. If you have been living with the idea that the sales conversation starts on the sales call, this is the missing piece for you. The sales conversation starts the minute that somebody sees you online. The minute that somebody connects with you, that’s where the sales conversation starts. Every piece of the content you create is a way for somebody to connect with you, to learn from you, to decide whether or not you are for them. That’s why it’s so important to be intentional about what you’re creating, what you’re cultivating and what you’re putting out there. As we start to become even more strategic with your content, showing up authentically and being specific on who you’re speaking to and prequalifying your audience. A lot of people have in place a little bit more established application that they do before they hop on sales calls. What I’m referring to specifically here and the even more strategic way to do this is you prequalify through your content. Your content is your saving grace in business.

You're going to have the most authority with the people you most easily resonate with. Click To Tweet

You want to speak specifically to more solution-oriented people. Your content should be focusing on the 80/20 rule, 80% on the solution and 20% on the problem. People who are seeking solutions are not wanting to actively read about the problems and the struggles that they’re in. They may connect with that lightly but if you’re spending so much time in that, you’re going to attract the people who are so deep in it that they can’t yet see the solution. One of the activities I always offer my clients is, “Let’s go look at your content from the perspective of the consumer and how much of your content is focusing on the pain and the problem.” This is very much that old paradigm and that very manipulative scarcity-based marketing approach. Focus on the frame, focus on the problem, focus on the lack. It doesn’t feel good. You track people who are stuck in their shit and they don’t have as much of a capacity to be willing to take massive action, which isn’t what you want when you’re running a business.

Part of your prequalification is starting to focus more on solution-oriented audiences by producing more solution-oriented content. It means you’re speaking specifically like, “This is what’s possible. This is where you’re stepping into. This is specifically what it looks like,” and you’re providing tangible examples of what it looks like in their life. The other key component in this is, you speaking specifically to the living conditions of your ideal client. It’s more than, “She’s a woman, she’s a mom, she’s busy and she’s working.” Even inside of that, there is such a spectrum of people in different socioeconomic statuses that you can be speaking to. What you want to be doing here is you want to start to speak to the specific living conditions of that busy working mom who is in the higher socioeconomic status. It means that she’s not just sitting here trying all these fad diets. She was probably more so super busy with her career right now and dealing with that.

The fact that she doesn’t have time to spend with her husband and she feels that she doesn’t even have the time to work out, time is going to be a lot more potent for her than what it is for someone else. You want to start giving examples that speak more potently to her living conditions of being a high achieving woman with a high demand career with that type of lifestyle and what she wants in relation to those aspects of her life. That’s what’s going to help you prequalify to your audience and say, “This is the type of person you are. This is where you are. This is what you want. This is specifically what that looks like.” Because then, those people are going to start to resonate with your content so much more versus the people who are maybe wanting to lose weight and feel better. They’re not necessarily relating because they’re not in a place of being a high achiever or having a six-figure job. They’re more so in the place that they’re struggling to pay their bills and they can barely afford their membership. There’s nothing wrong with that. It’s knowing your ideal client and knowing how to prequalify people that are at a place where they’re ready to invest and doing all of this.

This is the labor when it comes to setting yourself up for success on your sales calls. It’s all of the content that you’re creating and prequalifying your ideal client and your audience so that when they get on the call, it’s a no brainer. That’s the magic of your content. That’s the magic of what we want to support you in being able to do. Not just speaking to anybody and having calls whenever somebody is like, “Tell me more.” You’re educating them and you’re pre-qualifying them. You’re saying, “This is who you are. This is where you’re at and this is specifically how I work.” This is the other big piece that you need to be doing before you ever get on a call with somebody. Make sure that they fully understand your methodology, your philosophies and your actual program and offer. You’re positioning your sales calls not as a free consultation or free discovery call. You want to position it as an enrollment call. That’s a huge chunk because then people recognize this is not, “Let me get free information from you and have the expectation that I’m going to be sitting here learning.” It’s like, “This is me prepared to enroll potentially in this program.” It’s the other big piece.

MMM 75 | Sales Calls

Sales Calls: Speak specifically to the living conditions of your ideal client.


I want to stress out a little bit as well because you might be at the phase in your business where you could pull off having them work a little bit to get to that point. You prequalify them with your content, you let them know what’s up, but instead of allowing them to immediately schedule a call with you, have them work a little bit. Have them fill out a form, have them apply to have an enrollment call with you. It doesn’t need to be long. It can be a form that they fill out in three minutes and they have questions in there that further prequalify that. It could be something as simple as, “Are you prepared to invest in getting results or invest in your results or invest in your growth?” Ask them what their challenges are. Ask them why it’s important for them to change now. Ask them if they’d tried to do anything like this before and what was that like, what worked, what didn’t work for them so that you can see. You can also ask them for how much they earn at that point to see whether they’d even be able to afford your services. You can get a lot of information out of these forms.

It will allow you to pick and choose. You can see someone who is not part of your audience at all coming from a mile away and show them like, “I’m not your person.” Hopefully, you’d be able to refer them to someone who is. When someone does show up who is part of your ideal client audience, you’ll know. You’ll also know ahead of time of what they’re working with. You’re even more prepared for the sales calls. Both of you are more prepared for the sales call. It also is very powerful for them because we tend to value things that we have to work for, even if it’s three minutes of filling out forms online. It continues every step along the way showing them that they’re about to hop onto an enrollment call in which they are applying to work with you. It’s a huge switch. It’s a huge power dynamic in there where you are truly showing up as a powerful expert and they already know you. They’ve seen your stuff so it’s their turn to show who they are to you and to show you why you should work with them. That’s a complete switch.

That just makes the sales call even easier. It’s not a sales call by that point. It’s a connection to see whether you want to work with each other. Do you vibe with each other? Do you feel each other? It’s the question of, “Do I like this person? Is this person going to make my heart happy when I work with him or not?” It’s a totally different call than, “Can I convince this person to work with me?” It’s a total flip. Can I get this person? Can I sign this person? It becomes, “Do I want to work with this person or not? Have they shown me something? Is there an energy? Is there some spark that I see?” Those are the people you want to work with. Those are the people who are going to give you great testimonials and referrals. Those are the people who are going to go up online when you post something and tell the rest of the world to work with you. If that feels weird to you right now, Sophie and I have that. We have a lot of our clients online saying, “Stop everything. Work with Sophie. If you work with anybody else, then you’re a fool.” People will do that for you. It starts way earlier than you might think. That’s why I’m putting in these little things. They are little steps and a little tweak here and there. You set up this entire experience for your potential clients that begins way before the call.

If you are too perfect, then you're not even a person anymore. Click To Tweet

We’ve dove in so deep and so much of this and learned so many gold nuggets just in this episode. It’s a full-on sales training and it’s ridiculous. In the next episode, what we’re going to do is go through the sales conversation. Before we do that, I’m going to give you a fun little task to support you in starting to get clear on how you’re positioning yourself because that’s what this is. It’s positioning yourself, it’s creating your messaging, it’s becoming more magnetizing and it’s prequalifying. What is the actual offer and who is this offer for? Let’s get clear on those two things. Write those down for yourself. When you have that, the next piece is, what are the actual results? What is the main driving force for this specific person to invest in this service? What is the thing that they believe doing this is going to give them that is going to shift everything else in their life? It may be one or two things and that’s okay if you’re not super sure what’s coming up for you.

If you have had past clients, reflect on what they have shared with you that have been the biggest thing. It’s like, “I want to do this because of this specific reason.” From there, when you figure out what’s that ultimate dream desire and that main result that they’re after, come up with a list of benefits. How are they believing that achieving these specific results or outcome is going to benefit them in every aspect of their life? You can look at your ideal clients and what I would encourage is picking what areas of their life are most relevant to them with where they are right now. What areas of their life are most important to what it is they’re trying to do? Maybe for them, it’s relationships, maybe it’s family, maybe it’s a career, maybe it’s money, maybe it’s health, maybe it’s self-love. Figure out the top two to three or even four most relevant to them because there’s always going to be a stand that is more relevant than others.

Look at how the work you’re doing with them and the result that they’re creating is benefiting them in each of those areas. Write down as many benefits as possible. What you want to do is you want to start integrating and interlacing this into your content on social and start positioning what it is that you’re doing through that perspective of the benefits and the results that you’re cultivating for your audience. Start to come up with specific examples of what that looks like based on the socioeconomic status of that ideal client, you’re prequalifying the type of people that you’re working with and you’re not just hopping on the phone with them.

I hope you do this. It will change the game for you. If you’ve got a lot out of this podcast, we want to know. Do us a favor. Hop on iTunes, leave us five stars, leave us a comment on that review or you can take a screenshot of this on your phone, throw it up on your Insta Stories and tag us. We’d love to see that this is making a difference for you. Share it out. We want to share this with as many people as possible so that we can all prosper. There’s no reason that any one of us should just hold all this to ourselves. If you liked it, hook other people up by sharing this out and let us also know if we’re on the right track for you and that we’re doing something that is going to change the game. Thank you for spending all this time with us.

We appreciate you. If you have any questions, post them on social media and reach out. If there are other pieces that maybe you want us to go a little bit more in-depth for future episodes, let us know. We do feed off the feedback that you give us and we want to tailor these episodes for you. Reach out and let us know what’s present for you. Give us that review and give us some shout outs. We love hearing from you. We will see you in the next episode.

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