Accomplished sales professional and entrepreneur Julie Steelman, was kind enough to take the time to answer a few questions about her no nonsense and practical sales idea packed book The Effortless Yes: Demystifying the Selling Process and Discover: Your Selling Archetype, Your Natural Asking Style, Your Bankability.
Julie Steelman describes how many entrepreneurs, including women business owners, dislike and even fear selling, and shares straight forward and effective ways to sell successfully.
Thanks to Julie Steelman for her time, and for her very comprehensive and extremely informative responses to the questions. They are greatly appreciated.
What was the background to writing this book The Effortless Yes: Demystifying the Selling Process and Discover: Your Selling Archetype, Your Natural Asking Style, Your Bankability?
Julie Steelman: The reason I wrote this book is because I was appalled at how many self-employed people, entrepreneurs, experts, small business owners, and coaches were barely breaking even and were feeling very disempowered. They all started their businesses because they felt called to help make a difference in their customers' lives. Yet, they struggled with turning their passionate endeavors into a profit; or worse, they began feeling very lost because they weren't making the impact they wanted to.
It moved me and broke my heart at the same time. I knew I could help and had to. This powerful group of people could be ushering in a new, conscious business era, but that won't happen unless they are financially successful. Thus, the writing was on the wall that they needed sales help and they needed it in a form that would allow them to naturally serve their customers and their mission without diminishing their spirit.
One the key themes of your book is how entrepreneurs are averse to selling. Why are so many entrepreneurs so afraid or uninterested in sales?
Julie Steelman: I think so many entrepreneurs are averse to selling because they were a mistreated buyer one too many times. They feel awful and awkward about selling because they have had a very negative experience of salespeople who didn't care about them and only wanted to fulfill their agenda--not the customer's needs. So, as soon as they step into the saleperson's role, they think they become just like those negative role models they associate with selling. The funny thing is, that is far from the truth.
This is why the whole practice of selling gets dicey for entrepreneurs. They feel as if they are getting ensnared in the sales-versus-soul trap. Most entrepreneurs got into business because they wanted to make a difference in the world, but as soon as it's time to ask the customer for the sale, entrepreneurs think they are compromising their gifts. So instead, they do nothing and wish, wait, want, and hope for that customer to call who is ready to buy and requires no interaction from them. In short, avoiding the sales process makes many entrepreneurs feel safer. That is nice, but it isn't bankable and won't pay the bills.
What causes this stomach knot inducing fear of sales on the part of otherwise fearless entrepreneurs?
Julie Steelman: Great question. I think this happens to fearless entrepreneurs because they are selling something very personal to them. It is their baby and they don't want to subject themselves to rejection or hear that their life's work is less than appealing in any way. So, they totally avoid talking about it with their customers and forfeit their divine right to live abundantly. But there is a fix for this, and it's in my book. It's called "Claiming Your Sweet Spot."
I show entrepreneurs how to go through a short exercise that helps them define, claim, and celebrate what they do that's so great, different, valuable, compelling, useful, masterful, unique, and so on. Once you can do this, you stand in unwavering confidence about the value you offer and are immune to any rejection. In fact, claiming the sweet spot is the BEST way to eliminate sales phobia for anyone.
The thing is, customers don't know what we know and if they did, they would do business with us immediately. But who is going to explain the benefits to them if we don't?
Julie Steelman (photo left)
Why should entrepreneurs consider sales an opportunity rather than a problem?
Julie Steelman: Simply because without any customers there isn't any mission to fulfill, any difference to make, or any way to create a business that is financially supportive. Said another way, it is very painful to have all of these great products and services that provide so much value, but no one is getting any of the benefits because no one is using or buying anything. It's been said that sales is about being of service. That is a very true statement. When you are willing to help your customers make the right buying decisions (selling), you are actually being of service to them. If not, then a disservice was done to the customer. The customer misses out on the value they could have gotten, and the reluctant seller has withheld that opportunity from their customer.
You suggest that entrepreneurs start a conversation to boost sales. What do you mean by that?
Julie Steelman: What I mean by that is to get the listener--the prospective buyer--to take down their defense wall and give you permission to tell them more about your product or service. Selling isn't something you do "to" someone. Selling is something you do "with" someone. It is a dialog, a back-and-forth conversation in which you are the leader. If you spill the juicy beans about what you do and never draw the listener into the conversation, it becomes one-sided and awkward very fast. In my book, there is an entire section that presents normal and natural ways to start a conversation. It is much easier than most people think. In fact, everyone reading this starts conversations all the time.
How can an entrepreneur be inspirational and heartfelt in the sales process?
Julie Steelman: This is an easy fix. They can be inspirational and heartfelt during the sales process by treating the customer and everything they say with honor and respect. Additionally, telling the truth about their own story and what led them to create their product or service makes things human between buyer and seller. Selling is truly about connecting with your customers so you can tune in to what they do and don't say--and then respond accordingly.
While being helpful, caring, and service-oriented is the heart of sales, why is this concept so hard for many entrepreneurs to discover?
Julie Steelman: Whew...I truly think this goes back to the idea that "money is the root of all evil." And lots of people have translated that to mean, "When I ask for money, it means the sacredness of what I do is tarnished or diminished." This is much more of a money mindset question than it is a sales question. In my opinion, I think it has turned into an excuse not to ask for the money so the seller can avoid any perceived rejection. Money is just as spiritual as our nature. It is the means through which we can measure giving and receiving. That is just how it works in our society today. The way to solve this dilemma is to understand exactly how your product or service translates into value for your customer. Once you acknowledge the value you are offering, you can feel deserving of the money you accept for it.
How can entrepreneurs become better at understanding the true needs of the buyer?
Julie Steelman: Simple. Listen to the buyer with a quiet mind and focus on the heart center. I call it "Intuitive Listening," and I describe how to do it in the book. When your mind is quiet, you can listen with all of your senses, and then your inner guidance, which is usually accurate, will prompt you what to do and say. This is one of the most powerful skills any entrepreneur could learn.
When the inner nagging voice is loud, then the seller has no way to truly connect with the customer, beyond the words. Customers want to know their potential business partners "get them" or have their back. They won't believe you too much if there is no connection. Intuitive listening is how you make that bond happen.
You describe a concept you call claiming your sweet spot. What do you mean by that?
Julie Steelman: I mean zeroing in on that special thing you do or offer that results in the change or transformation of the customer. What is that "thing" that actually gives the customer more of what they want? And how do you give them that? It is a very personal and intrinsic thing. But when you can identify what that is, then your distinct offerings and their potential to be lucrative become instantly obvious. Selling from your sweet spot allows you to say "what I do best is" or "My product's best feature is."
You describe three common sales mistakes. What are these mistakes and how can they be avoided?
Julie Steelman: Ha ha! There are more than three but these pretty much sum up why most people barely break even.
1. Winging it and not putting together a sales plan. How can you get to where you want to go if you don't know where that is? I believe a sales plan is much more than a way to watch your numbers go up or down. I believe it is a big intention you set, letting the universe know how serious you are about generating money. I go through how to create a sales plan in detail in the book. You can start by deciding you are going to do whatever it takes (with honor and integrity) to make more than you need. Write down the amount of money you want to keep and add your expenses to that number. Voila! That is your new sales goal.
2. Not asking for the business. Some people do a great job of educating their customer and they spend lots of time doing it. But then they wonder why their efforts don't result in a sale or cash in the bank. It's because you didn't take the most important step and ask your customer if they are ready to sign up. I provide many scripts in the book so everyone can find a way to do this that suits them perfectly. My suggestion is to recap key parts of the conversation and then ask if they are ready to partner together.
3. Setting the wrong price. This is where you set prices based on what will get you out of having to sell instead of setting prices based on the value the customer gets. I see this happen way too often and have been guilty of it myself. People always ask me, "What price would make it easy for them to buy?" Wrong question. The question is, what price reflects the true value they get and you deserve?
How can an irresistible sales presentation be formulated and put into action?
Julie Steelman: There are five components that make a pitch irresistible, which I detail in my book. But one of the most important ones is to make sure to tell the listener a short and compelling sentence about what you do and how they can benefit. Then ask them if that sounds interesting, on target, or would they like to hear more. It removes the listener's permission barrier and now they are ready to listen with both ears!
How can social media enhance the sales process?
Julie Steelman: Social media is such a great gift to all of us running our own businesses. We don't have to pay for expensive advertising that doesn't work. Instead, we get to go out on the social web and talk directly to our customers. The most effective and efficient way to use social media that I have found is to invoke dialog with your tribe. Get them talking and then respond to the things they bring up. Not only will they feel as if you helped them, but everyone else watching reads it too.
Social media is the start to the conversation with your customers. It works in your favor to develop the age-old "know, like, and trust" model. But there is a slim chance you will close a deal on social media. Watch for that moment when your customer's interest peaks, and then invite them to talk offline. That is how you will turn that intensive social media time investment into money in the bank.
You suggest getting rid of the cold call. Why do you not recommend this age-old sales practice?
Julie Steelman: I say nix cold calling because it doesn't work and most sellers loathe doing it. So, no matter how you slice it, sales are commonly made using that technique. My suggestion is to warm it up by doing research on your customer. Find some common ground and tie that into your reason for calling. It acts like an instant bonding moment and the customer is much more accepting and willing to hear what you have to say. With a little bit of extra thought, anyone can find a comfortable way to start a conversation over the phone. Keep in mind everything you say is about the customer and not about you. Avoid using the word "I" too much.
Research the top 5-10 customers you want to do business with, and jot down something you can really relate to about each one. Now, make a note of what you believe their top challenges are and how your offerings could help them, and craft an opening line based on that information. When you finally call them, explain why your companies have great synergy and discuss what you can do for them.
Is there a better way to overcome objections than the usual canned responses?
Julie Steelman: Yes, yes, and yes! Canned responses don't work. Remember we talked at the beginning about customers wanting to feel like the seller cares about them? As soon as you say something that doesn't ring true or that doesn't come from the heart, the customer instantly decides you are not trustworthy. I believe there is no such thing as "no." An objection means the buyer is thinking about doing business with me and they have encountered a speed bump while trying to make a decision. It is my job to uncover the source of that hurdle. And once I do, it is most likely a misunderstanding, misinformation, or I didn't explain the benefit well enough. You have to know what is causing the objection so you can overcome it. Just ask more questions and gently probe a little deeper.
Are there special benefits and challenges in your approach for women entrepreneurs?
Julie Steelman: Yes, absolutely. My approach puts heart back into the basic business transaction. And when women can stay in their heart while they sell, they not only feel they are making a difference, they tap into their natural instincts and build a partnership. What woman doesn't thrive when she can sit elbow-to-elbow with her customer and problem solve?
Engaging this way allows women to make use of their caretaking DNA and connect more deeply with their customer. It is natural, then, that a sale will be made.
What is the first step an entrepreneur should take to become effortless at sales?
Julie Steelman: Make a whole-body decision that what you have to offer is valuable enough to your customer that they would be ecstatically happy to pay you for the result. Then start taking action as though that were true.
What is next for Julie Steelman?
Julie Steelman: Thanks for asking! What is next for me is a speaking tour and another book about creating long- lasting bankability! Stay tuned!
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Julie Steelman has generated more than $100 million in sales during her 30-year sales career using her unique "heart-based" selling approach. She is author of a new book, The Effortless Yes: Get the Sales You Want and Make All You'll Ever Need (Franklin-Green Publishing, 2011, www.EffortlessYes.com), featuring a 7-step approach that helps sales-averse entrepreneurs create profits by learning a new way to sell that's pleasurable and easy.
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My book review of The Effortless Yes: Demystifying the Selling Process and Discover: Your Selling Archetype, Your Natural Asking Style, Your Bankability by Julie Steelman.
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