Episode 25 with Guest Suzanne Evans

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1 Episode 25 with Guest Suzanne Evans Welcome to episode number 25 of Boost Yourself & Lifestyle. I'm your host, Lisa Sasevich. The queen of sales conversion and the founder of the year long sales authenticity and success mastermind for heart centered entrepreneurs. Today's episode features an interview with the fabulous Suzanne Evans. In this interview, we cover Suzanne hottest secret on how to automate your online and offline sales conversion machine. Suzanne believe there are two sides to automation. First there's making money while you sleep. Yup we all love that. Second there's automation of people who run your business on a daily basis. If you left your business this week, would it still run? Yes if you plan for it. But what if it happened on shorter notice. Would it still run without you? This interview is jam packed with powerful strategies, you're going to love. Are you ready to get sassy with us? Let's dive in. Suzanne: Welcome to the Boost Yourself & Lifestyle show, with Lisa Sasevich. The queen of sales conversion. Lisa teaches experts who are making a difference how to get their message out and enjoy massive results without being salesy. Lisa is here to lift you up, show you a new perspective, and open your world to what's possible for you. Helping way more people making way more money, and making the difference you were born to make. Without further due, I'm so excited to be ending the day this way. Because I have... I feel like I've really start to become a friend with our next person. Her name is Suzanne Evans and she's the owner and the founder of Suzanne Evans Coaching LLC and she really is the tell it, like it is, "No fluff boss" The boss woman of business building. We got to hang out a little bit, at the end of last year, because we both made the INC500 fastest growing companies for 2012 list. I showed up in this conference of thousands of people. You know, what there was Suzanne sitting right in front of me. It wasn't just her, it was her whole awesome team. Suzanne really is a team player, she supports coaches and teaches over 30,000 women enrolled in her wealth and business building programs. Having gone from secretary to surpassing the seven figure mark herself in just over three years. She coaches, consult and teaches entrepreneurs how to build seven figure businesses at lightning speed. This year, she launched her global... Actually, I bet it was last year. Her global impact project, and not for profit serving worldwide in education, entrepreneurship, and equality. Let's say, hell yes, to Suzanne Evans. Hey Suzanne. 1

2 Thank you. Thank you, I'm so happy to be here. Was it this year, or last year. When did you launch your nonprofit? It was yes, it was last year. The clock ticks over, and all of our bios go old. They do, and do the photos, and so of you. Well sometimes we're glad for that, right? Yes, yes. I love when you go to an event and you see the photos someone you meet, someone you like, "Wow bless their heart." [crosstalk 00:03:35] Suzanne, can you put your headset a little closer, it's a little bit hard to hear you. I know every word you say will be important. Is that a little better? A little bit. Let me check with Peggy, and see if it's paint on her side. Hold on a second here, we'll figure it out. Hold on, hold on. Give me a little more talking. Okay, how is that? Test, test, test. You sound good, you're just a little bit distant. I know you know how to keep your volume up and I'm sure we could... I'll do what everyone really want me to do, yell. How about that? There you go. Right. Yeah anyway I was going to say, it kind of reminds me with some of the realtor cards that you see right? Where they're like it's the 20 year old photo and the person's like... Exactly. Clearly not bad. Well I'm thrilled to have you here, I love the friendship and partnership that we've been creating that really started in 2012, started last year. I've learned a lot from you on the conversations that we've gotten to have in the last few months. I'm excited to just take that conversation a little bit more public. It's funny it was never really meant to be the topic of conversation between us. When I look back, so many of the conversations you've shared with me about spells and automated webinars, and different things that you do. 2

3 You really have revealed to me different ways that you've been able to grow so fast and leverage yourself and use automation to really reach farther than one woman could reach on her own. Lisa, I'll just add too. I say all the time, at reason I speak at, at reason I hold I go, "I am not an internet marketer. I am not an... I am an event business that uses online marketing to support an event based business." I hopefully some of the things that I could share today are things that anyone can do and really anyone can implement with, just even one team member that is technology based. Because really it's not my thing. I actually don't like automation, as crazy as that sound. Maybe we'll talk about that little more later in this call. For me, to be able to use some of the things that hopefully I'll share today. It really is hopefully a message and an olive branch to everyone who goes, "Automation sounds like technology to me and that scares the hell out of me." Yeah, it's true. The word can be scary, and I want to take it from sort of like. There's just each of us on the phone as an expert or service professionals and then we start to learn how to leverage we could serve more people, and then the next step is being able to take the leverage model into some kind of an automated or evergreen system. In any case, I think what might be going on, maybe I'll have Peggy check if there's a third party on the line. I don't know. It might be diluting sound. Peggy if you can look into that, that would be awesome. Suzanne the way this call go, we all have our standard talk that we do about ourselves and what we do. This is a little bit different in that. We totally want to know about you, who you serve, and the transformation you provide. Then we want to move quickly into kind of like behind the scene. How do you do it? You said, how do you get it out there, what is the olive branch for some of the folks that are intimidated by olives, by olive branches. By automation. What is the olive branch that you uniquely can put out to help folks start crossing over. We'll break it down into how do you attracting lead, what are some of the automated way you guys bringing people in. How are you converting them? Are there ways that you found to, turn those perspective clients into paying customers. Or even up selling that are automated, and then before we finish, I'll ask you for any no, no. Any mistakes that you've made, that we could learn from. You've seen people make, if they try to further leverage themselves using automation. That's kind of the flow, and then I know you have an awesome free gifts for everybody listening. We'll tease them with that until the end. Tell us about you, and who you serve and the unique transformation that your work provides in the world. 3

4 I'm actually going to start with a little different introduction myself, than I normally would. Which I have to be honest, maybe a slight cause of me not having the greatest sound quality, and I apologize for that. This call could not come a more, in a better time, in a more timely fashion. Because I'd have a real hell of four weeks in my life. My partner's mother died four weeks ago, and we kind of thought that would be the big thing of this year. My mother last Tuesday evening actually suffered a fairly massive stroke. Sorry. Thank you. But what is so interesting about this is I really believe that I'm here to learn, and I take every teachable moment and it's the last four weeks of not taught me about how to run an automated business. Nothing has. Right. Exactly, so I'm on the cellphone which I would normally try to do one of these call from a land line. It's because I am with, have actually between my sister and I, we have not left my mother for one minute over the last about ten days. Then has allowed me to really look at what automation in my business is working and what isn't working. The short story is I served women entrepreneurs and the man that can handle being with the woman that I serve in growing multi six and seven figure businesses. You already said, my story is literally I was a secretary making $45,000 a year. In about three years, grew myself to a million dollar business, and now a $5,000,000 business and sharing with you the honor a INC500 award winner. For me because I am such a people person, and I really love in person. I love face to face, and I really run an event business. If I could do everything and have it be an event. I would, and you and I know events are very expensive. They're time consuming, you're moving a whole team to a hotel, you've got all of the ins and out that go with it. I really have this thing, how can I automate the things surround with that switches what I love to do the most, and make my business more profitable, more productive, and more automated. Certainly in the last four weeks, with, probably out of the last four weeks. I have been asked permission three and a half of this. Between the two situati-... When I say out of commission, I mean days where I couldn't even communicate with anyone in the office. I think there's now I've had a huge aha. There are two sides to automation. There is automation as it relates to things like you were mentioning Lisa, stealth seminar. What I would call making money while you sleep. That type of automation. Then there's the automation of people, and the people that run your business, on a daily basis. It's one of the things I've 4

5 been asking people of the last week, is if your last tour business this week, would it still run? I don't mean if you plan to go on vacation and everyone knew about it, would it still run? I mean if you got the call that I got in the middle of the night, where you're throwing your stuff in a car and going to be with your family. Would your business still run. I hopefully in this call today, we can talk about automation of making money, as well as the automation of the people that support you and you can get to help run your business. Because I think they're both vitally important. I love that, because you know, it's really every person has been taking a unique angle and we really haven't talk about that. I think it's a beautiful way to both honor what's happening in your life, the lessons that you're learning, the transition that you're facing. Also there's plenty of other people that are going through their own version. I love it, I mean I just got back from ten days in Thailand, and you can say, "Oh my god, I take 12 weeks of your vacation. I'm going to Africa next." We planned for it, right? We get on the audit, [inaudible 00:12:30] done in advance. That's a lot different than what happened with you in the last few weeks. Yes, I know you've kind of pre-thought out what you want to share about lead attraction, lead conversion and I love this other angle. So, Take it away. Why don't I start with lead contraction and lead conversion. Then we can move over into that, because you really have to have some of those in place, for the automation of the people in your business to work as well. For me I actually almost exclusively gone to automated lead generation. That means almost all of my traffic is paid traffic. That's Facebook ad, Pay for click ads. Using everything we can in terms of pay traffic. Now we're doing that for a few reasons. One of the main reason is, and please if you're what I would call a startup which means you're under a hundred thousand dollars on this call. No, that's telesummit and joint ventures. All of that work, do it. Continue to do it. It's a brilliant strategy, and it's how I got the first 10,000 people on my list. You get to a point, and Lisa at your level as well. I know you get this as well. It can get messy, and it can get... Because Lisa, asked me to do something for her, I'll ask Lisa to do something for me. It's great, we have this wonderful partnership and we're happy to do it for each other. If you did that with 20 other people, all of the sudden you don't even have an opportunity to launch or market your own product. We really gone the route of paying for lead, and that only works if this few things were in place. First it only work if you're able to move those leads through a proper funnel, and a proper sequence that really nurtures them, so they become paying client. The 5

6 second thing you have to have, and I'll go back and talk about that in a second. The second thing you have to have in place, is you have to have such a strong brand, and point of view that the lead that you pay for and attract are pretty dense and rich before they ever click, or they ever convert into coming on to your list. That's what I see, a lot of people fail at, even Lisa at our level. It's not kind of a milk toast brand, without a point of view, without a specific angle. They're going, "I'm humping a bunch of money into pay per click. Or I'm pumping a bunch of money into ads." The conversions and the stuff I'm getting is there. It's because you don't have such a strong resonance of who you are, what you scan for, your point of view, and what you can do for people that you don't pull the men in strong in beginning. Then the third thing you need to make it work is that you need to have somebody that can watch this for you, really own pay per click and Facebook ads. Because it is a science, that takes hourly tweaking. We have a Facebook ad right now, that is getting... We are converting 94.9% of the clicks, are converting into our list. But, that took painstaking tension. Now has it been worth it? Absolutely. But it took us tweaking the picture I use. Tweaking the coffee I use with the picture. Am I in a pink sweater, or a black sweater. I mean the smallest little things, until we got it to a place where we can just put that up, all day long and we can draw sometimes a couple of hundred leads a day. You have to have those three things in place to make it work, but I really believe the world is moving toward paying for leads. More and more as we see the complication of online and what that mean is complication in a good way, as we're able to have more technology, and we're able to do more online. That's one of the things we're doing for lead. Once we pulled those leads in, and that is all automated. I'm not having to do with joint venture call. I'm not having to have my team spend days and weeks, if not month on a telesummit. I'm really just paying for leads, they're coming in and we're nurturing them. What happens when they come in? You got to have a great sequence in place. I hate getting this resource out, because I have a little bit of a fear that it may have gone away. Maybe you guys will Google it. I have not an affiliate. I don't get anything on this. I just think it's absolutely brilliant. There is a product called Autoresponder Madness. It's a guide, it's just brilliant in terms of putting sequences together, to get people, to really be nurtured and want to hang out and move to the next thing with you. That's like $197, if it still out there, and around. It's a great resource Peggy going to find it right now, as she's listening. 6

7 It's really amazing, and where he come from, and what I love, my background is in the Broadway theater industry, and I have two theater degree. I really look at most everything I do as a show. I'm writing copy, or I'm putting on an event or I'm doing a telesummit myself, or I'm doing a live stream. I really look at it all as a two to three act play. That's how you need to look at nurturing and fixing your list. The one thing people forget is, if people say yes they may move to next part you speak with. I use Infusionsoft, there's other things out there. That's my product of choice. They'll be happy, because they're one of our sponsors as you know. Yes, absolutely. They'll be happy for the plug. I think there's really no other way to do it. They're so sophisticated in their ability to help you nurture your lead. A lot of people really do well with the yes, yes, yes. Like someone says yes to something, and they go to the next thing in your sequence. They say, yes then they go to the next thing. My partner Melanie, is really brilliant going, "If no, then what?" How many lead are you all losing because somebody says no to something, and they just go into the no bracket. That's the other thing you really want to look at, in terms of capturing your leads and nurturing them. Then finally, you want to have something automated, that is at a low price point, that is of course you would take him to a freebie at first. Now we're talking about after they've been through about 15 to 21 days of nurturing and giving them little freebies, and tips and videos and messages along the way. You want to have something that they can go to at a... It's really good. I mean it's just crazy over delivery. Our is called movement marketing boot camp. It's about day 15 in our sequence, you are offered a free webinar. At the end of that free webinar, we sell a program that is $ $149, or you can do two payment of $75. It is really some of the best of our best stuff. That run daily because depending on where you come into the sequence and this is the beauty of Infusionsoft. The resources I've given you so far, AutoResponder Madness, Infusionsoft, combined with stealth seminar, which is a great automated way to deliver webinars that are time and as if they are live. That's delivered. Every day we have people buying this program, that we never touch because one sold for a 150 bucks, the back end of that is that it's all deliver through a drip program, there's several you can use. We've actually change a couple of times, but basically you want to look for a software that ought, and wishlist is one of them that will automatically drip content without you having to do anything. If I come in on a Thursday, it record 7

8 that I came into the program on a Thursday, and it trips out for six weeks, or 8 weeks or four days or whatever your program is going to be. That really is what we're doing on the front, Lisa. The cool thing about that movement marketing boot camp. It's halfway through that program, and ours happens to be an eight course program that's delivered over four weeks. In week two we surprise them with a gifted call with one of our lead coaches. That kind of role me into the automation of people which I'll pause for a second and take a breath. I don't want to make sure, I want to go in the direction you're wanting me to go. That's how you didn't start to combine technology and lead generation capture and conversion automation with the automation of team members and people. I think it's awesome, I love the resources that you're mentioning and Peggy checked it out, your people autorespondermadness.com is still there. Just to clarify, your buying traffic, you're putting it into a sequence. The sequence is through your self seminar program. Is that right? Are you putting it to an autoresponder sequence, right? Okay. Then you have something, you're automating that, you're nurturing them from 15 to 21 days. I'm taking my action sheet notes, by the way. Take little notes for everybody, to capture what you're saying. In like Lisa Sasevich cliff notes. I want to make sure I'm representing you right. Then they get offered your movement, marketing madness which like 147, or two payments of 75 something like that, right? Through a webinar. Correct. The webinar is delivered by itself. Okay, got it. Yes. Then a couple of weeks into that eight week program. You surprise them with a gifted session, with a coach. Is that session designed as an upsell session or... Yeah, it's design as an opportunity to see where they want to go next. Because this is something that people really need to understand. No one, Lisa nor myself dealt a million dollar business off of a $147 program. Exactly.... Somewhere. But, [crosstalk 00:23:09] started. I did. You didn't? I mean it's not have started. It got us the first two clients. Well the first two I see... 8

9 I mean it gets you wallet out, and have you actually affirm that you're going to invest in yourself. You know, it's like the first step. Yeah. Absolutely, so that call is literally to figure out where people are stuck. Because we have two groups of people that took that program. People that don't even get into week four, right? They get stuck on Sunday. They get stuck. We don't people not to finish our program. That's why we want to put them with a coach and say, "How did you get stuck? Why did you get stuck, how did help you?" We have people who blows through the program, and we want to say those people. "You're a fast mover, what do you need next?" Either way people need something next. Yes, it is a true coaching call, and we deliver absolutely deliver service, and deliver coaching. We see what is next for you and how can we help you further. The reason I love this, is the automation of people is we have a four person, full time sales team. The way these calls work, in addition to a lot of other different leads that we have going on. Is we have our rotation systems that actually runs through Infusionsoft as well, in part of their, in part of their database management and sales management. That every time someone comes up for one of those calls, it rotate to a different sales person. That it's fair quite frankly. That Paige may have one, and Brian may have one, and Cathy may have one. We've automated the ability to have high level sales, every single day without me ever having to talk to anyone, without them ever having to pickup the phone and hassle for lead, and it's all automated. That's what I love the automation of the automation of people really come in. Is that we can have multiple things going on at once, and have different individuals handling those. Even if one man is down, because there's sick or because they're maybe at your event Lisa, representing us. There's a sponsorship table or... Exactly. Right? We know have somebody in the queue to be able to take that next call. This is probably made us more money than anything else in the last year, because again I'm in the business of people and I know that my people like to talk to people. As we can get on the phone with our customers and the clients. One on one solve their problem, reach out to them, have them connect to a coach. It is, not only an easier self but it's a longer relationship, a more valuable relationship, and I hire financial relationship. That's awesome. I love it, and I love where we're headed here. Let's hear what else you have learned yourself, over not only last few years, but especially over the last few weeks about the automation of people. I love what you're saying, 9

10 you're combining the hybrid, you've got Infusionsoft, the everything you've describe more technical bringing in the leads. Right? And now you've got the human. Absolutely. Let me also... This is going to be a little bit more Lisa for the higher end person on the phone. Their business maybe and multiple six figures. There's also the automation of money in your business, and let's talk about that for a moment. We might most people in the coaching world run what we call an ascension model. Think of it as a triangle. You guys I'm sure has... Heard, they called the funnel. They does the triangle. That's you have a low product, that maybe a higher product, then a group coaching, then high group coaching, and then maybe your VIP coaching. It's just like going up the ladder, and ascending from a book, to a hundred thousand dollar program. We actually really want [inaudible 00:27:04] in that model and created what we call a vertical model which means we have many different little triangles all kind of linear. The reason we did that, was the automation of different programs allows you to be able to offer one person multiple things. Let me give you an example. Anytime my coaches get on to a call, with a perspective client, or someone who wanted to talk about, Suzanne Evan Coaching. The first thing we identify is they need coaching, they don't need coaching, or they can't afford coaching. I'm going to say that again, because guys this is like, I teach this, if I have high level mastermind, and if it's a game changer for their business. When you first get on the phone with someone, identify they need coaching, they don't need coaching, they can't afford coaching. Let me give you an example of all three. Someone needs coaching, maybe they came through our MOOC Marketing food camp. They liked us, they want more support, they're ready to build their business, or their business is build, and they want to make even more money. They're looking for a coach or a program. They don't need coaching, they come to me, and Lisa they're one of your diamond client. They say, "I'm getting great coaching from Lisa Sasevich. I love her program, and I came across you, and I'm really interested in what you could do, and I really like your style Suzanne." They can't afford coaching if someone who's not ready for a program over the $10,000 mark. What will we do as a person who needs coaching. Well that vertical will be one of our coaching programs for them. Obviously. The person who doesn't need coaching, we have everything from sponsorship, for ourselves, and our programs to the sponsorship's we sell for other people like our partnership with you Lisa. We have, Hell Yeah Studios which is a video studio. If they don't need coaching, we have four to five other option and this is how you automate money in your 10

11 business. Is that there's not a person that calls us, that we don't have something to offer them. If they can't afford coaching, obviously one of my books, or lower level products, or program might be right for them. Think about automation of technology, and lead, automation of people, the people that work for you and how they can be automated into making sales for you and your business and then the automation of your products, programs, and services. It is a natural and automated progression, of anyone that calls us, we have a system to put them in, to make them a great offer that's going to grow their business. That's hot, and I think most people are working to accomplish that by... By what you're calling more linear, or what I would call horizontal model. By outsourcing to affiliates, or partners. What had you decide to bring those services like video, or selling sponsorship in house instead of partnering with someone who could provide it. Interesting. A couple of things. You know, me I'm just going to tell the truth. I would expect nothing less. Don't disappoint me. No one takes this the wrong way of this call, just take it as it is. It doesn't mean you. It doesn't mean you. For some like the world... Is it offend you if it might mean you? That's right, that's right. I thought the world was over coach. I mean there was a coach on every corner, and there's some amazing coaches who make great money. There's some amazing coaches who make no money. There's some awful coaches who make lots of money, and there's some awful coaches who make no money. It just, it was, it felt over coach me. I spend it to look at my core clients, which my high level mastermind which is called Hell Raiser. I look at those two groups, and I said, "What in the Hell Raiser's need?" I thought, "They need strategy. They need coaching." I deliver that to them, and they're grateful for it, and we have a great relationship." Truth be told, they need opportunity, more than they need strategy. I begin to look at how can I add verticals in my business, that allows opportunity for them. That's where sponsorship was born, and then as of that video was born, and out of that we actually have Hell Yeah traffic now which is a traffic company. As I was talking about, we buy most of our leads that does that for you. Some other things 11

12 that are on the horizon as well, for me it came out... I asked myself the same question every morning of my life. That is, who can I help, who can I serve. I've done that for the last five years. About a year and a half ago, I kept hearing opportunity, trump, coaching. I knew that was coming from somewhere, I just started to try to develop it out, so that I could look at my client, and say, "Great we can coach you, we can strategize with you, and we can give you all the marketing you need to grow a business." What if we could give you tools that put you in front of a lot of people. Do you actually take that strategy? And you can apply it, and get clients and make money. I love it, I love when you're getting those messages that they don't even make sense, but it just keeps coming through. Stay with it, when it pops open like that. Look at the business that you created in, and you're doing it as you do everything on your own unique way. This is so valuable, I love what you share because I think it all points back to something you said earlier, and Peggy and I are always Skyping during this series. We're like talking the whole day here. This thing it reminds me of what you said. "If no, then what?" Right? Then we can offer them video, we can offer them sponsorship, we can offer them lead collection. It's strong, it's working for you, and obviously when life shows you who's boss, it's proving yourself right? To those, your [inaudible 00:33:10] people, that the leads are still coming in, your clients that are in other coaching program, or have I already come through all yours, you've got another place to take themselves. It's great for you to represent that horizontal model, the vertical model that we see quite so often. Let me ask you one last question, and yeah I know, you have really cool free gift for people. What are some of the mistakes that you see or you have made when it comes to automating? What would you do differently, or what would you tell someone, "Don't do that again?" I love this question. Automating too early, you're too focus on it, too early in the game. Bottom line is, get to your first six figures, you need to pickup the damn phone and talk to people. You need to speak everywhere you can speak, get to Lisa's events, all of her speak to sell events. Make sure that you're learning how to speak to sell, you want to get everywhere you can from the local chamber, to being a sponsor at someone's event, and you want to connect with people, setup strategy sessions, and you want to become a master of sales. My definition of sales, is the transference of inspiration. You need to get so masterful, a transferring the inspiration you have about the transformation you offer to other people that it is like breathing. There is no shortcut to that. No one has done it, if you see some master guru internet marketer, going, "No you can do it this way." They're full of shit, and they're lying. Everybody did it this way. 12

13 The first part of your business have to be, it doesn't mean I don't want you to have support. I want you to have support and a team, and delegate thing. But you have to become a master of that transference of inspiration and you need to be focus less on automating everything, and more on cash flow. The moment you get your cash flow to $8,333 a month very consistently, then you need to automate the hell out of all of these. I love it. Yeah, it's like you got to get that conversion machine going, right? I love what you're calling the transference of information. It is is the biggest hurdle I think for entrepreneurs. We love what we do, and then being able to... I know I sold other people's products and services for years. Man the first day I got on the stage, talk about my own thing. I have sweat like four inches under my armpit. I was wearing like a sweater, you could see it. It was in a sweatshirt. I've been talking for years on everybody else's products and services. Man selling our own services, our own expertise, our own expertise, our own work is it really got to do the push ups and the sit ups. You are aligning so beautifully our sales master Jeffrey [Gittemer 36:05] and we have Robert Allen, and we had John [Atraf 36:07] we've had people in this business for a long time, and they all say you got to build a platform, and you got to know how to convert sales. I love it. Absolutely, here's the thing. I'm able to sit here with my family, and be fairly disconnected from my business right now. Because I earn the right. I could not have done this, in the beginning of my business. Again, make no mistake, that a people say you can, you can. Earn the right really fast, totally so you could get to where I am quicker. I love it. I hope you enjoy this episode of Boost Yourself & Lifestyle with Lisa Sasevich. If you did, be sure to visit boostyourselfshow.com and while you're there download my free bestselling book, Boost Yourself. How do you [inaudible 00:36:58] irresistible offer without being salesy. If you know you're sitting on a goldmine, and it's time to finally cash in while making the difference you know you're meant to make. Grab this book, and give yourselves the unfair advantage of being ready with your signature talk that you love. Irresistible offers that sell and all of the confidence that comes with being prepared. Thank you so much for allowing me to be part of your entrepreneurial path. Until our next episode, live sassy. 13

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