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Revolutionizing Sales: Sustainable Strategies for Authentic Conversions
The Changing Face of Sales in 2024
Inflation, a post-COVID economy, and burned bridges from previous hasty purchases have resulted in a highly skeptical consumer base. As Alicia highlights, many people overspent during the pandemic due to stimulus checks and now face the consequences. This has led to a heightened need for transparency and trust in the sales process. The traditional hard-sell techniques have become obsolete; instead, an approach focusing on finding the right fit is proving far more effective.
Identifying Who You Are Not For
Alicia emphasizes the importance of not just identifying your ideal client but also recognizing who you’re not suited to serve. This critical step in the sales process involves reflecting on past clients who failed to achieve the desired results and finding common patterns. Were they in a rush? Did they lack necessary resources or time? Perhaps they were Hail Mary clients hoping for a miracle. By acknowledging these patterns, you can communicate clearly who is not a good fit for your services, thereby saving time and resources for both parties.
Pre-Screening to Prevent Objections
As Alicia points out, much of the objection handling can be prevented by setting clear expectations upfront. Sending pre-call material that outlines who your service is not suitable for can save both you and your potential client from wasting time. This proactive approach helps filter out unsuitable leads, allowing you to focus on high-quality prospects.
Further, Alicia advocates for objection prevention over objection handling. Traditional sales techniques often involve a battle of wills at the end of the conversation, which can feel disingenuous to the prospect. Instead, asking questions that preempt common objections can prove far more effective. For example, asking about the prospect's goals and timeline early in the conversation helps set realistic expectations.
Getting Curious: The Power of Genuine Questions
The cornerstone of Alicia’s strategy is curiosity. Getting genuinely curious about your prospect’s needs and concerns leads to a deeper understanding and builds trust. If a potential client raises an objection, take it as an opportunity to explore their concerns. Ask questions such as "How much time do you have available?" or "What are your specific goals?" These questions allow you to address and clarify any misunderstandings, making the prospect feel heard and respected.
The Role of Confidence in Sales
Confidence is another critical component that Alicia discusses. True confidence isn’t about aggressive selling or high-energy pitches; it’s about being certain that your service is the right fit for the client. This type of confidence comes from a deep understanding of your service and a sales strategy that aligns with your values and skills. When you genuinely believe that you can deliver the desired results, this confidence naturally transfers to the prospect, making them more inclined to say yes.
Detaching from the Outcome
Alicia advises against going into sales conversations with the sole aim of closing the deal. This mindset can often lead to desperation and misaligned client relationships. Instead, focus on understanding if there's a genuine fit. This approach not only reduces pressure but also leads to more sustainable client relationships.
Alicia's Upcoming Book: A Game-Changer
To dive deeper into these transformative strategies, Alicia Barr has penned "Black Sheep Sales: How to Win More Sales Without Acting Like a Douchebag." The book, set to release soon, breaks down mainstream sales tactics and provides alternative, ethical approaches. For those eager to start transforming their sales strategy today, Alicia offers a free chapter on pitch weaving, a technique to seamlessly integrate your pitch into the discovery phase of the conversation.
Conclusion
By adopting these genuine, curiosity-driven sales strategies, you can navigate the increasingly skeptical market landscape of 2024. Alicia Barr's insights, from pre-screening prospects to building authentic confidence, offer a sustainable path to sales success. As more sales professionals embrace this approach, the industry can shift from manipulative tactics to meaningful, trust-based client relationships
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Transcript for Episode 380. Sales Calls that Convert... Without the Cringe
Amy [00:00:03]:
How do you have a sales conversation with someone that converts? For a lot of us, it can feel very cringy, uncomfortable to ask for the sale. But today's guest expert, Alicia Bar is an expert sales strategist, coach, speaker, and author. She's got an amazing book coming out in January. More on that later. But her philosophy, I just love it because it's all about the right fit. It. Not everyone is a yes, which ironically leads to more people saying yes than the mainstream way. Alicia, that's awesome.
Amy [00:00:42]:
I love it. I can't wait to dive in with you today. Thanks for being here.
Alicia Barr [00:00:46]:
Thank you, Amy. I'm so excited to be here with you and have this conversation.
Amy [00:00:52]:
Yes. So let's talk sales. You know, we were talking before we hit record about just the sales state of the world in 2024 and how things have really shifted in the online space and how people are more skeptical, people aren't buying as quickly as they once did. And a lot of this income based marketing that we saw working really well in past years, people are realizing, like, wait a minute, six figures overnight, like there has to be more to it. And this is what you really excel in, in teaching. People have conversations that convert in a way that's not cringy. So I would love for you to unpack this for us and tell us more. Like, why have we noticed this big shift? Because you said across all industries that you're seeing with your clients.
Amy [00:01:43]:
I've seen it with my clients. Why are we experiencing this? What's your take?
Alicia Barr [00:01:49]:
Yeah, so I mean, some of what we talked about was like, it depends on the target audience, but I really don't see any target audience not having some level of skepticism at this point. And it's because they're. The inflation has gone up so much and because the market is so different than it was. You know, there was a lot of stimulus coming in, obviously with COVID that made people a lot more free with their money because it felt like free money. And there's a backlash to that definitely happening because people maybe weren't as discerning as they should have been with that free money. And now it's really hard for them to believe anything that anybody says. So people get burned usually because the salesperson or whoever was selling the service didn't feel comfortable setting realistic expectations about how long it would take or what was really required from the person for success. And they thought that it would somehow lose them the sale, but actually the opposite.
Alicia Barr [00:02:53]:
Or they might just be like a dishonest person who was in it for their commission. That's always possible too. But a lot of good people fall into this actually because they, they don't get really clear on who their service does not work for. So, so many people are focusing on their ideal client and what that person looks like. But it's really important to look at, like who are the clients I've had that did not get results and what were the patterns in them so that I can communicate that and avoid that moving forward. So, you know, for example, did they need results yesterday? Like was I their Hail Mary maybe? I can't take on Hail Mary Mary client clients and that's okay. And you can communicate that. Were they somebody who didn't have time? Were they somebody who didn't have a staff that I needed them to have or didn't have an offer dialed in, which happens all the time too.
Alicia Barr [00:03:51]:
Like they didn't know their audience. And it's like you, you need to communic in different situations that success might take a little longer. Like I have a client who's a social media agency, for example, and she's like, if your offer and messaging isn't really dialed in yet, I want to set the expectation that we're going to have to test some things. And that's just kind of the way it is. And then if you shift your audience or your offer, that time has to reset as we test new stuff. And being honest about those things and who's not a fit makes the person who is a fit more attracted to you.
Amy [00:04:29]:
What an awesome perspective. Because you're right. So many people talk about who is this for? But more importantly, who is this not for? And something you said, that's like two of my favorite words out there are patterns and testing. We're looking for patterns because when we take the time to look and figure out, okay, this didn't go well, we can learn so much from that information that will literally show us that's a little trail of breadcrumbs to the success that we want. Because it's just information. So you gather that information up and figure out, oh, okay, here's, you know, these clients that really didn't have great results, those were the Hail Mary clients. Those were the clients that wanted me to be the savior and I'm not here to save your business. I want self starters who are going to take action, who want constructive criticism.
Amy [00:05:27]:
I do not want that. So what a great perspective. I love it.
Alicia Barr [00:05:33]:
Thanks.
Amy [00:05:34]:
It helps a lot. It really does. It really does. So how can we then leverage this Data when we're getting onto sales calls with people, because a lot of times we're getting on sales call after sales call, but we're just not seeing the conversions because those objections are coming up. Is it a matter of we're attracting those not right clients and getting on calls with them or. There's probably a million different reasons you could tell us for this one. It's a loaded question, huh?
Alicia Barr [00:06:06]:
Yeah, there are, there are a lot of variables. I mean, you want to communicate ahead of time who this is not for. So, you know, I talk about sometimes how you can't sell and educate in the same conversation. It's too much. And a lot of times it'll. It'll help a lot for people to move forward if you can send something beforehand that educates them. And part of that process can be, hey, if this is what you're looking for, it's not us. So I would go ahead and cancel this call.
Alicia Barr [00:06:36]:
So letting them know ahead of time who it's not a fit for will really help avoid the conversations that are wasting both of your time, quite honestly. And then objection prevention is going to be a lot more effective than overcoming objections. So traditional mainstream sales likes to leave the end of the conversation for this, like, battle where you just have to overcome and vanquish every objection that somebody brings up and just tell them why it's not a concern. And, you know, it's just so predictable as some, as the buyer, you're like, okay, I don't believe you telling me it's not a concern. Because of course you're saying that because you want my money. So objection prevention is really asking those questions. There are patterns in the concerns that people have when they. Before they come on as a client.
Alicia Barr [00:07:30]:
So, for example, a concern might be like, how much is involved? Like, is this really overwhelming? How much time is it going to take? So ahead of time, you would ask, what's your. What's your goal? And what is the timeline for that goal? And you're going to let that person know if that timeline is not realistic. Right. Right there. Long before you get to the end of the conversation. And when they have an objection, it's really about getting curious instead of overcoming it. So you want to treat the objection as potentially valid, like, because that could make them not a fit. And you don't want someone who's not a fit either.
Alicia Barr [00:08:10]:
So let's explore whether this objection is valid. So if somebody says, I don't know, I think it's too time consuming, you can say instead, traditional Sales would say, well, it's really not, because da da da da da da da da da da da da da. Here's all the reasons. And you can say, well, how much time do you have? And understand, because a lot of times there's just a lack of clarity around how much time is actually required. And you can have that conversation as opposed to just trying to tell them why their concern isn't valid.
Amy [00:08:44]:
Yeah, and that feels a lot better. That takes the cringe out of it. Because it's not like you don't feel like you're forcing someone then into the sale because that can make you come across as desperate. And I've been on calls with people that I'm interested, I'm genuinely interested in what they have to offer, but it's like, ooh, it just. That energy feels really off. And full disclosure, I am not a woo woo person, but there are going to be people that we just don't jive well together. And if that's the case, like you said, just knowing, hey, you know what? Right off the bat, this isn't going to be a good fit. But being able to refer them to someone who could potentially be a good fit.
Amy [00:09:23]:
So do you feel like detaching from the sale at the beginning is a good idea or are you like, no, you should always go in with the intent that the sale is already done. What's your take?
Alicia Barr [00:09:34]:
Oh, definitely don't go in with the sales already done. So traditional or mainstream sales is very much like the only goal from a sales conversation is to get the credit card to get the. Yes, that's it. It doesn't matter if it's in the prospect's best interest. And it doesn't matter if it's in your best interest, because the truth is nightmare. Clients drain way more money and resources than they are worth. So some money is not better than no money. But the only goal that I recommend for a sales conversation is understanding the other person what's going on.
Alicia Barr [00:10:08]:
And if your solution is a fit and you very much want to leave space for it not to be a fit, because not everyone is a fit for your solution, if you're saying that you're lying and everybody knows.
Amy [00:10:20]:
Yes, and you're right. I call them emotional vampires. They just suck the life out of you and it's exhausting. So, right, bless and release and send them on their way. But yeah, society's really shoved the bro marketing concept down our throats. And I get this a lot with pitches to be on my podcast. And it's like, whoa, wait a minute, like, what is happening here? And you come on so strong that it's like, I don't even want to take the time to explore this. So I think that can impact our sales strategy as well.
Amy [00:10:54]:
If we're coming across in this, like, alpha role, not taking the time to get curious, to see if we really can truly help this client achieve the result that they desire, that can really set us up for a lot of bad results down the road, then it can.
Alicia Barr [00:11:12]:
And if you uncover that you can get the client the result, the confidence in you knowing for real. This is my. What do they call it? Bread and butter. This is like, what I do. This is perfect. This is where my magic happens. They're going to feel that difference in genuine, real confidence to get them in the result versus just pushing the sale.
Amy [00:11:35]:
Ooh, I love how you brought up confidence because confidence is one of those, like, underutilized sales strategies that is so important because if you don't believe in what you're selling, if you're not bold and telling the world about what you do, you're not going to get noticed. People aren't going to feel comfortable because you're not comfortable that you can get them the result that they desire. What do you think about confidence?
Alicia Barr [00:12:02]:
Yeah. So confidence is a tough one because most people act like it's a switch that you can flip on and it's not. It's not. Like, do a little meditation beforehand and some affirmations and, like, it's all going to be right, really. Confidence, the genuine kind for the average person who's not a salesperson, who's just a business owner selling their own service is going to come from being able to clearly communicate what you do to somebody and having a sales strategy that is aligned with you so that it works immediately instead of, you know, force fitting these generic questions that aren't giving you the information you need specific to you. So a lot of times people will have questions that are like, well, if I had a magic wand and I could just wave it, you know, in 90 days, like, what would you want to see? You can't tell what that person does. That that person could be a vet, a veterinarian, they could be a marketing agency, they could be a bookkeeper. Like, when you have questions that are going to give you the information you need to really understand that somebody is the right fit for your solution.
Alicia Barr [00:13:09]:
That, you know, the philosophy of the black sheep sales method is if it's a fit, it's a fact, because. And there's no selling involved. Because once you uncover this person is a fit, I can feel excited and confident about inviting them in. It's just a different. It's, it's real confidence. It's not fake confidence.
Amy [00:13:27]:
Ooh, I love that. Because, yeah, it's, you're right. It's hard to make it like a switch. And I don't know where we got this idea that you just have to fake it till you make it. And it's like, well, no, you really need to have that inner belief. You need to have that clarity of back to the beginning who you are not a good fit for, because that is going to lead people to say yes, because you're such a good fit for those aligned clients that you're not wasting your time and attracting those that you're not a good fit for. Now I want to switch gears a little bit. And a lot of the same objections tend to come up on sales calls.
Amy [00:14:08]:
You know, we always hear the time, we always hear the money, we always hear the spouse, you know, all of those.
Alicia Barr [00:14:13]:
Yeah.
Amy [00:14:14]:
I want to know in your experience, a lot of times what I see is it comes down to belief. The person doesn't have the belief. So what advice can you give our listeners for if, you know, we know it's a qualified lead, we know that they're eager, they're ready to go, but there's just that belief piece missing. How do you navigate that?
Alicia Barr [00:14:42]:
I mean, it's really about understanding where the lack of belief is coming from. So two questions that are very powerful in a sales conversation are, is this different from what you've done before and does this feel more effective? And if the answer to those questions aren't yes, definitely dig in. Like, why doesn't it feel different? Why doesn't it feel more effective? A lot of times it is a matter of confusion or clarity, but usually the lack of belief is coming from a past experience that they had that they're so worried that you are going to be the same. Or maybe it's a nightmare story that they've heard from someone else that they're worried you're going to be the same. So really being able to understand those, those two questions will uncover how that lines up with an experience that they've had in the past. And you can say, well, this includes xyz. Does that make a difference for you? Does that make you more confident that there's, you know, one on one help or this like bank of meetings or we do this part for you or whatever it is, and if it doesn't make them feel more confident, then it's not a fit.
Amy [00:15:58]:
Love that, that makes so much sense because the power of curiosity and that's I think what a lot of entrepreneurs forget to do when we're on these calls is to listen, to ask questions and like you said, to get curious, to seek to understand because we are selling to people. There is a human on the other side of that call that has a life outside of their business that has other things going on. And there's very real reasons why someone may not be able or willing to invest at that time. And that's okay?
Alicia Barr [00:16:33]:
Yes. Yes it is. Okay. We want them to feel confident. So one of the things that can be so wildly attractive is to let someone know that I want you to succeed, even if that's not with me. Like I support you either way in making the decision that's in your best interest. And how can I help you do that?
Amy [00:16:58]:
Yes. And when you do that, I feel as though that is such a beautiful way to build trust. Because even if it's not, if I'm not the best fit for you, if I can direct you to someone who can, I've helped you, I've helped you achieve a win. So maybe down the road you'll refer someone my direction. You know, it's just about being a good human is what it comes down to. Having conversations, listening, I'm really seeing. Okay, is this a mutually good fit? Because it's not a one way street. And I think a lot of times we go into these calls just so narrow minded that this is my objective, that I have to make this sale because I've seen a dip in sales this year.
Amy [00:17:43]:
Well, no, it's a two way street. It has to be a good fit for both of you.
Alicia Barr [00:17:49]:
Yeah, yeah, exactly. And there's something empowering to that. And there's also a natural excitement that comes from it being a fit. Yeah, you're excited and that's contagious for the prospect.
Amy [00:18:04]:
It really is. And then they're going to have better results. You're going to have more results that you've achieved. They're going to refer you like it's just such a ripple effect that it creates. But it really comes down to just being intentional, getting curious, taking the time to really dive into not only who you are for, but who you're not for. Really getting honest with yourself. So taking the time to look at those past clients who did I not love working with, what patterns, what trends did I see? And if you want more information about this. Alicia is like a guru of this.
Amy [00:18:46]:
Like, I love your posts that you put on LinkedIn because they're fun, they stand out, they educate, but in a way that's like, oh, yeah, that's a really good point. But what we can do is the more of us that start to do this, we can change the sales cycle. We can really make it so it doesn't feel icky, sleazy, slimy, gross, that we know we can get results in a certain area and help our clients achieve those, because we're staying within that zone of genius. So I highly encourage you to go follow her on LinkedIn. Also, she's got a book coming out soon. Can you tell us a little bit about that? Because that's a huge accomplishment. Congratulations, first off.
Alicia Barr [00:19:30]:
Thank you so much, Amy. It's Black Sheep Sales, how to Win More Sales Without Acting like a Douchebag. Because a lot of people don't like sales because it requires these manipulative tactics or for you to pretend like you're someone else, like a high energy, smiley, charming, smooth person or whatever. And that is not necessary at all. So the book really lays out. I mean, it's 15 years of me refining this strategy that's now something that people can hold in their hands and use on their next sales conversation. And it's made me and my clients, it's empowered us to convert tens of millions of dollars in offers. And I'm really excited for people to have this alternative approach.
Alicia Barr [00:20:20]:
So for every mainstream sales tactic that you've learned and maybe not loved, there is an alternative. It's very tactical, not just like philosophy.
Amy [00:20:31]:
I love that. And the best part is, is you've got a free chapter available too, for listeners to download.
Alicia Barr [00:20:38]:
Yes. So everybody really loves my pitch weaving chapter. So that is the chapter that's available for free. Download it. It allows you to leverage the discovery part of your conversation to take the pressure off the pitch part of the conversation and convert more. So a lot of people who don't like that traditional sales format that's like an interrogation followed by a pitch, they really love pitch weaving. It. It makes it feel like a conversational exchange.
Amy [00:21:11]:
Yes. So if you are listening to this, go download that free chapter and check out the book, which will be releasing very soon. I can't wait to get my hands on it. And Alicia, thank you so much for taking the time out of your crazy busy schedule to share this with us to gift us a free chapter of the book. Oh, it's going to be so good.
Alicia Barr [00:21:34]:
Yes, thank you. So much, Amy. I'm so excited for you all to read it. And I hope to, you know, impact actually make a difference in sales for buyers and sellers.
Amy [00:21:45]:
You are, trust me, you are making such a difference. So thank you for that from everyone listening here. And until next time, cheers to making the money you want so you can create the impact you desire.
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