CEO ERA - Death of a Salesman

A F F I R M A

“I never take rejection personally”

FROMTHEEDITOR’SDESK

Welcome back to another issue where we not only share industry disrupting strategy, but also peel back the layers of the psychology of running a massively successful business!

This month we’re kicking off ‘Sales for the Summer,’ a three-issue series dedicated to you guessed it, SALES

Over the next three months we’re going to completely upgrade your sales strategies by 1) diving deep into sales psychology, 2) sharing the tactics that are working today for lead generation and 3) chat about how to structure a high converting (but genuine!) sales conversation.

By the end of August you’re going to be attracting and converting your ultimate dream clients, baby!

KatieEditor-in-Chief Founder, CEO ERA™ Coaching

LIFE LATELY

Currently reading...

TO SELL IS HUMAN

by Dan Pink

I first read this book when I was a sales manager in corporate America and loved it! It’s crazy what new nuggets I’ve uncovered rereading it now as a business owner.

Currently binging...

DIRTY MONEY on Netflix

As I anxiously await part two of Bridgerton, I decided to treat myself to a different kind of drama -- white collar true crime Seriously, how did these guys think they would get away with this stuff?!

Currently loving...

SWEAT

No, I’m not talking about actually sweating but unfortunately that’s a byproduct of most of the workouts on the fitness app I’ve been obsessed with From yoga to barre, boxing to HIIT or just good old fashioned weight lifting, the variety of workouts on this app make it easy to never get bored!

TO SELL IS... HUMAN?

Peeling

Back the Layers of Sales Psychology

When I say sales, you say…. ?

For many, the word sales conjures images of those pushy “I’ve been trying to reach you about your car’s extended warranty” cold callers. This negative association can lead to deep-seated resistance and limiting beliefs around the concept of selling, significantly impacting your ability to drive revenue in your own business.

But what if you could shift that perception? What more could you accomplish if you believed that to sell is, actually, human?

Historically, the concept of selling has often been associated with manipulation by corrupt corporations, an image perpetuated by media portrayals (who doesn’t love a good “I can’t believe that really happened!” episode of Dirty Money?).

However, the stereotypical snake oil salesman view of sales is outdated and ignores the fundamental purpose of sales a tool for solving problems and meeting client needs.

that everyone works in sales –whether you're selling a product, an idea, or yourself

When you adopt the mentality that sales doesn’t have to be directly related to the “ching” of another Stripe notification, that it really is more about how you solve others’ problems, you become unstoppable.

Before we dive into how to become unstoppable, let’s chat about the two most common resistances to sales.

The Fear of Rejection -

One of the most significant psychological hurdles in sales is the fear of rejection.

This fear can stem from deeprooted subconscious mechanisms designed to keep your nervous system feeling safe For online business owners, every sales pitch can feel like a personal risk, with the possibility of hearing “no” feeling like a threat to your identity and self-worth.

Having a fear of rejection may discourage you from actively marketing and selling your offerings.

In bestselling author Dan Pink’s book To Sell is Human, Pink argues

A Mismatched Mindset -

Does this sound familiar?

“I absolutely LOVE creating products/services that [solve a specific problem for a specific client]!” or “People keep asking me for advice on [specific problem] and I love being able to help!”

Most entrepreneurs start their business based on a strong passion for solving problems and helping others, not necessarily focused on the bottom line of selling products and services. This mismatch between your self-perception as a problem solver compared to seeing yourself as a salesperson creates a cognitive dissonance – leading to a feeling that your work should speak for itself, resulting in avoidance of implementing any sort of direct sales tactics.

So how can you start to shift your perception of sales to a healthier outlook that helps fuel your business?

Let’s start by reframing the concept of sales. Instead of viewing sales as needing to convince or manipulate prospective clients into buying something they don't want or need, look at sales from the lens of providing a solution to a problem

This ties directly back to the entrepreneurial motivation to help others, alleviating much of the psychological discomfort associated with selling. This shift in perspective turns sales into an act of empathy and understanding, aligning the

solutions that you have to the problems that prospective clients express a need to solve.

This leads to the next perspective shift; consultative selling (We share more on this in another article)

Instead of traditional, stereotypical sales tactics, online business owners should focus on building authentic relationships with prospective clients. Invite clients to engage in genuine conversations about their desires – and not just the desires they express on the surface, but the intrinsic needs underlying those desires Understanding the root cause of your prospective clients’ desires helps you determine whether your products and services can meet their needs.

Approaching the sales conversation as a consultation helps build connection and foster trust, rather than leave you feeling like you’re forcing a transaction.

Understanding your specific limiting beliefs around sales can help you create your own reframes!

By redefining sales in a more positive light, you’ll be able to integrate authenticity into your sales tactics and show up more confidently turning sales into a powerful tool for growth and connection.

UNLOCK YOUR SALES POTENTIAL

with contributions from Self Image, Mindset + Embodiment Coach Yoli Ray

In the world of online business, understanding yourself as a business owner is just as crucial as understanding your target market

Enter Human Design

It may seem like everyone and their great-aunt on Facebook is getting certified in Human Design these days, so let's break it down!

Human Design combines ancient and modern principles from astrology, the I Ching, Kabbalah, and the chakra system to determine your unique “design” – kind of like a blueprint to understand why you’re wired the way that you are. Your design provides profound insights into your personal strengths, challenges, and optimal strategies for interacting with the world around you

For online business owners, integrating Human Design into your sales process could be the gamechanger you’ve been looking for.

“I’ve been in sales for a long time but have never considered myself a salesperson,” Self-Image, Mindset and Embodiment Coach Yoli Ray said. “For me, I’m consulting. I’m just presenting options.”

Understanding the characteristics of your Human Design type can help boost sales through leaning into your natural strengths, taking the pressure off of forcing sales tactics that don’t feel aligned

Here’s how each Design type can optimize their natural sales process:

+ Manifestors are naturally able to initiate and inspire; they thrive when using their energy to start conversations and spark interest In sales, they are at their best when leading the charge and informing potential clients about new opportunities.

+ Generators use their sustainable energy and capacity for hard work. They excel in sales by responding to genuine client interest and needs, engaging deeply with potential clients and responding with solutions that feel right.

+ Manifesting Generators combine aspects of Generators and Manifestors, contributing to their ability to be dynamic and efficient. They excel in sales when they can respond quickly and pivot as needed, leaning into their multitasking abilities.

+ Projectors are natural advisors, excelling through their ability to guide and influence others They succeed most when allowing the client to lead the sales conversation, waiting for an invitation to offer their insights and solution. They like to feel that their advice is wellreceived and respected.

+ Reflectors are rare and unique! They possess the unique ability to mirror the energy of those around them In sales, they excel through assessing and reflecting back the needs of potential clients Their success hinges on creating environments where they can share their unique insights after considerable reflection.

“Sales can be hard!” Yoli Ray said. “But the deeper rooted issue is selfvalue. We don’t have a problem sharing a great movie or a good restaurant with people.”

When you understand your Human Design and how to approach a sales conversation more naturally, it takes the pressure off.

Another tip from Yoli Ray; practice sharing those great movies and good restaurants with people! It will help you get into the practice of making recommendations which is what sales really is, right?

Check out the logistics of how to apply your newfound Human Design knowledge to unlock your sales potential on the next page!

HOW TO APPLY HUMAN DESIGN

in your business

1. Identify Your Design Type: My Human Design with Jenna Zoe is a great resource to discover your Design and start learning more about your blueprint

2. Learn Your Energy Type: Each type has a specific strategy that guides interactions and decision-making. Integrating this strategy into your sales process can help reduce resistance and increase effectiveness.

3. Understand Your Communication Style: Human Design also outlines your communication style, which can make a big difference in your sales tactics through optimizing your natural approach.

4. Personalize Your Approach: Tailor your sales approach based on your type. For example, if you're a Projector, you might focus on building relationships where your expertise can be invited and valued.

Incorporating Human Design into your sales strategy isn't just about improving numbers… it's about aligning your business practices with your innate strengths and making the sales process more natural. Your clients will also feel this shift, allowing them to relax into their own authenticity.

Whether you’re a solopreneur or lead a growing team, understanding your Human Design can lead to deeper self-awareness and more effective engagements with clients.

We’ve all done it… we’ve been sucked into that $7 sales script lead magnet only to realize it really doesn’t work for you or your brand voice.

In today’s dynamic world of online business, every client interaction can lead to a pivotal connection. Whether you’re on a follow up Q&A call with a hot lead or just chatting it up in someone’s DMs, consultative selling helps you stand out from the competition. This personalized approach to sales strategy not only leaves your prospective clients feeling like “wow, she really gets me,” but consultative selling also significantly boosts conversion rates by creating genuine relationships and building trust

TOSS THE SALES SCRIPT!

THE LIMIT OF SCRIPTS

Sales scripts are pre-written lines –think Stepford Wives level monotony – designed to guide sales conversations. While they can provide a sense of security for new salespeople and ensure consistency in messaging, they often fall short:

+ They lack personalization: sales scripts are super generic to begin with because they’re designed to apply to multiple industries and markets; this makes your job even more difficult as it may sound unnatural to address specific client needs or respond to unique concerns that pop up during the conversation. This one-size-fits-all approach can leave clients feeling undervalued and misunderstood.

+ They’re not flexible: scripts do not allow for real-time adjustments based on the flow of conversation. Sales conversations are dynamic, and the ability to pivot and adapt to the conversation in real time is crucial for closing deals effectively.

+ It feels like there’s an emotional disconnect: scripted interactions can come off as robotic and insincere. Business is all about building relationships, where emotional connection and trust act as the foundation; coming off as disingenuous can be a major turnoff for potential clients.

WHAT IS

CONSULTATIVE SELLING FOR 500, ALEX?

Ok Jeapordy nerds, you should know this...

Consultative selling, on the other hand, prioritizes the client's needs and seeks to solve those needs through a collaborative approach. When done well, consultative selling feels and sounds more like a conversation

It’s more effective because you’re taking the time to get to know the client, their surface-level needs and what “needs behind the need” are driving their desires.

Think of the first conversation with your prospective client as a first date; you know that they’re interested but you both have questions to see if this will be a good fit Not only are you getting to know the client’s problems and desires, but you’re also 1) assessing whether you have a solution to their problem and 2) deciding whether you want a second date (aka to work with them) This is super important if you are a service-based business!

Taking this approach removes all of the pushy and manipulative sales techniques because you’ve made it clear that you want to understand the prospective client better, building rapport and gaining their trust.

By the time you’ve reached the part of the conversation where you do (or don’t) recommend one of your products/services as a solution, it feels like a natural progression because you’ve established credibility. You’ve positioned yourself as an expert simply making a recommendation based on the client’s needs and “needs behind the need.”

While relying on scripts may secure a quick sale, consultative selling focuses on long-term relationship building by ensuring the solutions you position genuinely benefit the client. Another benefit? This approach fosters repeat business and referrals!

KEYS TO CONSULTATIVE SELLING

+ Active listening

+Thought provoking open-ended questions

+ Problem solving skills

SAMPLE FRAMEWORK

As you learned in ‘Unlock Your Sales Potential,’ we all have natural strengths and opportunity areas when it comes to our communication style. Feel free to make this framework your own based on what feels comfortable for you.

GREETING + AGENDA

[open the sales call conversationally to create a more relaxed environment before setting the loose agenda for the call]

DISCOVER

+ The ability to adapt

[the majority of the call should be spent asking questions and listening... the objective here is to uncover whether the root cause behind the client’s problems/desires is something you can solve]

RECOMMENDATION

[if you determine that this client would be a good fit, position the recommended product/service based on your expertise]

CLOSE

[always get the client’s agreement to move forward with the next step- whether that’s to send a payment link or schedule a follow up call]

Save

CONVERSATION PLANNER

BEFORE THE CALL

+ What do I already know about this client?

+ What can I find out on their social media?

+ What possible objections could they have to working with me?

+ If applicable, what did they share on their intake form?

OPEN : Greeting + Agenda

+ How can I set the client at ease at the beginning of the call?

+ How can I personalize my ‘thank you’ for their time?

+ What is the agenda that I need to set for the call?

DISCOVER: powerful questions and active listening

+ What are a few open-ended questions I need to ask this specific client to uncover their needs/desires?

+ What do I need to be listening for to determine whether this client is a good fit?

CLOSE : gain agreement on next steps

+ What is the logical next step after this call? (Schedule a follow up call? Send FAQ? Send payment link?)

PROMOS

THANK YOU to the following contributors that made this issue come to life :

Yoli Ray, Self-Image, Mindset and Embodiment Coach -

Yoli Ray is a multi-passionate entrepreneur and coach. Her target coaching clients are tired of being held hostage by their “inner mean girl” and are ready to live in their fullest potential. She helps women shatter the illusion of self-doubt by helping them close the gap between who they are and who they aspire to be You can check out her website here

PRESALE...