Episode 10 with Lisa Sasevich Lisa: Welcome to episode number 10 of Boost Your Sales and Lifestyle. I'm your host, Lisa Sasevich; the queen of sales conversion and founder of the invisible close sales systems. Some of you may have realized that there is still an expert who, in the context of how to sell to women, we would be crazy not to include in this season's training. Guess who it is. Yes. That's right. It's me, Lisa Sasevich. I taught women for over 6 years how to understand and appreciate men. I was working for a small seminar company and learned this body of work and traveled around the country teaching women that you really can create partnerships with men. I got to work with a lot of women. It really required me being able to connect with and attract women clients first-hand and because my heart was in it. I really wanted them to have this amazing body of work that I was teaching. I really, really wanted to figure out, how can I inspire them to say yes? How can I inspire them to move in to action and give the gift of the seminars and trainings that we were selling to themselves. I would have rooms full of women for our workshops that were all about understanding men and whether it was- I lived in New York for a little while when my then husband was going through his fellowship to become a heart surgeon. Whether it was 6 women in someone s studio apartment; someone who brought their friends over in Manhattan or 60 women at the Weston when I was leading introductions in the Sacramento area. When we were at UC Davis, I moved around and I took this work with me. Usually, about 60% of the women who would come to these introductory events would sign up for our weekend workshop. That apparently, I found out later that was amazing statistics to have 60% percent of a room at an intro sign up for a workshop on the spot. I wasn't in this world where we were talking about sales and conversions. For me, even though that was incredible, 6 out of 10 women were going to have a new life. When I left, when I went back to my home or, if I was traveling, I went back to my hotel room. I'd have all the order forms of the women. I'd be so excited because I knew that their live was going to be transformed by our work. What would really weigh heavy on my heart would be the 4 out of 10 women who didn't register that night. I would really beat myself up about, "What did I need to say differently? What did I need to do differently? How could I have given them what they needed to see the possibility of what could happen for them?" 1
In that case, it was for the relationships with men. In my business now, it's for women and men to be able to see what happens when you make irresistible offers; when you inspire people to say yes on the spot. I really got obsessed with, "How can we cause transformation? How can we bring people to a decision to say yes to themselves in whatever area?" Whether it's understanding men, selling more, having a better relationship, getting your finances in order, getting your health dialed in, you fill in what you do. How can we inspire our potential clients, our ideal clients to say yes to themselves on the spot and especially for those of us who do serve a high number of women. Women are a primary consumer out in the market these days. How can we do that? Nowadays, to transition that all these years later, I've built a multi-million dollar company teaching heart-centered entrepreneurs how to sell without being salesy. It's really the research. That period of my life, leading those seminars in the relationship space, was really my lab. It was really my research. Over 50% of our your-long master mind members are women at our events. Largely women showing up, a lot because it's not that our work works better for women than men, it's just that I happen to be a women and a model of someone who grew an Inc. 500 winning company, from home with 2 toddlers in tow. Obviously there's a lot of women that say, "Hey, how'd you do it, Lisa?" I really want to cap off this season with this segment, my training on what I've learned about how to sell to women and share with you some things that you can put in, right away, in your business. Whether you're selling primarily to women or to both women or men, so that you've got an edge, you can honor, respect, and attract the women clients that are really yours to work with. If you're ready, let's get sassy. Let's dive in. Speaker 2: Lisa: Welcome to the Boost Your Sales and 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 sales-y. 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. Okay. Lisa here, and we are diving in with some of my best on how to sell to women. One of the things you'll know, if you ever study with me on my campus, is I love to break things down in to digestible pieces that you can use; making things that seems difficult easy. It's my blessing, is lift you up, show you a new perspective, open your world to how easy life can be, how you really can accomplish everything you want and design your life and your business exactly how you want. 2
In this case, with attracting women clients, and inspiring women clients to say yes, I've gone ahead and broken down some ideas; some things I've learned both from this business where we serve men and women, but a large percentage of women in 134 countries- This does work for wherever you're listening in from, and in many many different industries. Most of our clients are service based businesses: coaches, trainers, healers, service professionals, doctors, lawyers, Indian chiefs, animal communicators, grain elevator companies, you name it. Using our systems to be able to attract and inspire women clients... I've got five ideas for you in the next 20 minutes or so. I'll break them down. The first couple are on attracting women clients and then the last couple are on inspiring women clients to say yes to themselves. In our business we're really looking not to follow up to ad nauseam, not to pursue people, but really to invite pursuit and for that on the spot yes where people know they step in. They say yes to themselves and they say yes to that transformation that you and your business, and your work, and your expertise are so ready to provide for your ideal clients. Let's start with attracting women. I think the first one, that's the big one, was to start right out of the gate, with ditch the façade. Ditch the facade. Let's face it, women clients, women in general, they've got their eye out with the, what I call, BS meter. If you're saying one thing but they're vibe-ing another, they're going to know it. It's really important with everyone but especially when we're talking to women. I used to stand in front of rooms of women talking about relationships; their relationships with men. That can be a painful topic and what I found is that the more genuine, the more authentic I could be, that women would connect with me. They can tell the difference between true authenticity and fake authenticity. I learned very quickly that if things weren't going well at home, better to say it, not to pretend I had it all together just because I'm teaching on a topic where there's a lot of pain. It's really possible. Whatever business you're in, and let's face it, most of us, as experts, we struggle in the area that we teach. It's kind of why we became an expert in the first place. We struggle or we struggled. Be as authentic as possible. It's always a good policy. I think that one of the keys to access your authenticity and, I'll tell you, this is a growth edge for me all the time. I know there are people that end up not doing my work because it might seem like, "She's too shiny," or "Things seems to be going too well, or "If I scratch the surface, would that still be gold?" I'm always looking. How can I really make sure that people can really see me. It sounds like a funny problem, I know. What I've learned for myself, and you can try, is you share that or you just want to take your authenticity to the next level. Some of you are worried. "Gosh, if I'm teaching finances and I'm having some 3
financial problems right now can I reveal that?" I want to say I think you can be authentic about those things. I think if you call out whatever it is that you're seeing or feeling, especially if it's present, if you're in a live room and you're teaching, you're in- Sometimes virtual teaching spaces can feel like live rooms [inaudible 09:12]live are virtually, and you feel that there is something in the space; there's something in the room. It's better to say it. It's like calling out the elephant in the room. Say what is there. Acknowledge it. When you do that, when you call something out that everybody is feeling already, people will feel connected to you. They will feel that they know you. They will feel known by you. This was the case. It actually happened on a training call just last week. It was in our master mind. It was one of our Q and A calls that we hold. A women said, make sure I remember the example here, she said, "I teach how to network and my question is how do I increase engagement on our triad calls?" Those are calls where we use technology to put people in to a three-way conversation so that they can master mind with each other and share and help each other. Here's someone saying that she is an expert in networking and she's having trouble getting people to network on these three person sharing calls. I don't know if- There was probably 70, 80 members on the line and I just laughed out loud. I told her, "I'm not laughing at you. I'm laughing with you because you're speaking so perfectly to the thing that we all deal with." It's in our own area of expertise where sometimes we struggle most. She laughed. She got it. I shared about times I struggled making my own offer; coming up with my own offer. I'm so close to it sometimes but I can do it for everybody else better than anyone. That was just one of those moments where we felt connected. We got past some kind of a veil. The whole call was deeper for everyone. Now, when you're out there and you're speaking, which we teach how to speak and make your irresistible offer, we call it speak to sell. You'll have your structure for the things you want to share in your talk but not a script because you do want to be able to authentically share some things in the moment. Women clients especially love that. I remember once mentioning something about- There was a picture of me on the screen that I looked so obviously skinnier than I was in real life standing there on the stage. I remember looking at it and I'm teaching and can see that picture. I felt like every women in the room was thinking what I was thinking. I don't know if it was true or not. I remember pausing and just saying, "Thank God for virtual spanks. I never have to go on a diet before a photo shoot." They just cracked up. 4
It was just out of the space. It was so in the space though that I felt everything I was saying, nobody was even hearing because we were all thinking the same things. That's number 1 is ditch the façade. Call out the elephant in the room. Women appreciate that. They will trust you more. You'll have more fun. It really makes everything flow. Ultimately, if there is an opportunity for them to buy from you attached to that, who are they going to buy for; someone that's really being honest or someone who is trying to cover things up? Number 2 is somewhat similar but it's don't be afraid to share your process to be better. Whatever process that you are personally going through to be a better person or to be better company, women can relate to you better if they can see what you've overcome. Actually in my company now, one of the ways that we've had such dramatic growth is I figured out early on in my business to invest in myself. I'm always in two or three groups: master mind groups, mentorship, or training groups, always looking to keep my edge, to learn more- These investments can be 20, 30, 50, 100,000 dollars, but I walk my talk around that. I'm a student and I feel like there's always more to learn. It was only in the last year that I realized that I wanted to start making that level of investment not just in me. Certainly that is part of what has led to our great growth and it's something I highly recommend for all of you. Keep investing in yourself. You are your best investment. I started realizing that could invest in my team. If I took that same approach to my team members and started really fostering their leadership, the men and women that work with me, what could happen? I remember sharing from the stage because my team really started- We made an investment to get some training and coaching for the leadership in our company overall to help me be a better leader. When I talk about don't be afraid to share your process to be better, I'm still in that process. How can I be a better leader? How can I both lead and move over and get out of the way so that my team can really shine? They can show up as leaders. Many of us, we've been together, 3, 5, 7 years. I think the person that's been with us the least amount of time is 2 years. We have a lot of longevity. We're kind of like a family. I remember sharing on a training call with my master mind. They get to hear all of the nuts and bolts; the juice behind the scene, post event, post launches. I remember telling them that one of the things that I was most proud of from our last 3 day event was I had a zero mortality rate on my team. They laughed so hard because I share with them a lot. Meaning, I didn't lose it and kill anyone. 5
I don't know if you'll think this is funny or not but sometimes when you're in a stressful situation, you're really trying to deliver, you really want to make a difference, that's when my worst side can come out, when something goes wrong in that setting. It's easy for me to be really hard on a well-meaning person on my team. I knew that my leadership was shifting, my ability to communicate in stressful moments even when I'm trying to do everything right. I really just want to serve my audience and something we've planned goes wrong, right? I know you've all been there. You feel so defeated. I've learned new ways. It was one of the biggest things I got acknowledged for in the team meeting. I noticed that when I share this, this process that I'm going through to be better and to help my team be better leaders, it brings me closer. It brings me closer to people in my life, to my team, to my clients. Whatever your process is, for women to understand you, it really helps if they know that you know you're perfect and you're imperfect all at the same time. You're working on things. You're growing and it's really, I would say, about exposing your human-ness. People get inspired. When I hear people sharing their process and their area of growth, it makes me think, "Wow. You know what? I'd like to grow more in that area too," and things that I would not have thought about if they didn't share. I will say as a women, I love that. I appreciate that. I have noticed that my women clients really do too. Okay. Number three- Those are about attracting women, and again, just to reiterate. Ditch the façade and don't be afraid to share your process to be better, whatever you're working on. Women appreciate it. Of course, it should be attached if this is in a business setting to make sure that what you're sharing has something to do with the way you are contributing in your business. Sometimes that's a mistake we can make as women, right? We share things that are not connected. In business, especially when you're dealing with women and men, that can hurt us. I think it's important to say that caveat. Then the next couple things I want to share are about inspiring women clients to say yes to themselves. One of the things that I want to say that I think is a core tenant of our work is when you're out there, selling your own services, your own talents, your own gifts, it's very different than maybe past years where maybe you sold for another company. It's a lot harder to inspire another to say yes, to pull out their credit card and give it to you because we think that that is an affirmation of yes or a no; an acceptance or rejection of us when we are an entrepreneur. If you can realize that a potential client saying yes or no is not necessarily saying no to you, they're saying yes or no to their own transformation through you. They're asking yes or no to upgrading their health, yes or no to transforming their relationship, yes or no to building a business at the next level. It's so hard to feel 6
like every one of those yes or nos is personal when you are an entrepreneur. I really believe that that's the big difference between why we can be successful promoting someone else but it's so hard to promote ourselves. It feels so personal. Let me take some water here... As we get in to inspiring women clients to say yes; making the offer, making the ask, having the confidence to do that. The first thing of the 3, so number 3 in our list of 5, is to instill confidence in your clients. We build this in, for example, when we teach our speak-to-sell formula. We help you to structure the talk to give them everything they need to make a decision. When people make decisions, there's like a confidence cycle that happens. You may notice that when you're thinking through something, it's like, "Should I? Shouldn't I? I don't know what to do." The longer you stay in that cycle about anything, the more tearing it can be on your confidence. The minute you get that insight, that download, that missing piece of data, whatever it is that has you click in and go, "Yes, now I know what my decision is going to be." All of a sudden, that confidence rises up. By you structuring your presentations, your talks, your offers, to really give women what they need to be able to make a decision on the spot, you are helping to instill that confidence. That really works with women; something about the way we make decisions. I'll tell you also, to instill confidence in your clients, you want them to have confidence in what you're going to deliver. One of the best ways to do that under this number 3, this idea on instilling confidence in your clients, is to show them that you've got a process. You've got a method to your madness. There is a way that you get them from A to Z. Whether you're helping them find their life purpose or dress for success. You fill in your work here but that you've got a process. On our campus, we call that a unique branded system. If you can really see what is the method to my madness. What is the 3, 5, 7, 10 steps that I am taking to get the results I'm getting from my clients? Many of you, this is un-distinguished. You're already taking steps but you've never named them. You've never pulled them apart. This is part of what we do in our year-long master mind program. It helps your potential clients, especially your women, they want to see the process. "Oh, so, you helped my friend create a brand of her dreams, and you have a 7-step process that I also can follow to create the brand of my dreams." The more that you can structure your business to give your clients, and I think in particular your women clients, confidence that you have a process, this also will help to instill their confidence so they can say yes to themselves. Number 4, also for inspiring women clients to say yes, is take time to understand the women client. We, as women, we need to feel understood before we will take anyone's advice or coaching. It's good too, whether you're a women or a man. 7
Just because you're a women, it doesn't give you an automatic card that you understand your women audience. I think that we need to display that. We need to position ourselves, create credibility, show that our understanding, how it helps, where it has helped, maybe showing some vulnerability in how we've helped ourselves or the struggle we went through for that. We teach something called position your audience. I think this is a big one for this. When we talk about understanding women, in any presentation, it's really good if somewhere in the beginning to say, "You know this is for you if," you're speaking to your audience or your potential client, or "You're in the right place if..." and to have 2 or 3 bullets, 2 or 3 statements that when you say them they really ring true. They describe the pain or the dreams of your ideal client in their words. If you are speaking to women, you'd want to say it the way women say it. People don't wake up and say, "I really hope that we can get the mortgage rate down so we can humma humma on our house." They say, "God, I hope that we can find a way to keep the house." You need to be able to speak in those languages. This is for you or you're in the right place if you're trying to find a way to keep your house, you're upside down, right? Try to fill in that sentence. This is for you if- with the exact words that your ideal client would use. Many of my clients along the way have shared with me that I might say something to you like, "This is for you if you know your work is amazing and you are so tired of being the best kept secret in your field." Now, where did I get that? Because I've listened. That is what my clients say and many of them are women. They're working, they're giving, they're out there and they still feel like they're the best kept secret in their field. It used to be a compliment when someone said, "God, you're amazing, you're like the best kept secret." After you hear that enough times, it's not a compliment. It kind of pisses you off. That would be an example in my own business. Maybe another thing for our clients that they say a lot that we help solve is, "This is for you if you're tired reinventing the wheel. Do you feel like you're making all kind so movement but you're not getting anywhere?" Those are some things that my clients say. When I say that, if you feel like you're connected to that, you're probably part of my ideal client group. You want to find those words for yourself. Okay. Let's see. Number 5, again, under inspiring women clients to say yes to themselves. You guys will like this one. I think everybody can appreciate this. Women love to shop. Women love to shop. When you're making your irresistible offer and you know that you're in an audience that's largely women or your audience s largely women, consider including different elements, different packages, so women can shop. Sometimes it's good to have a couple of choices. Now, it's good that if all the choices- If you're speaking to a group and you're 8
making a presentation, we want to make sure that presentation is truly leading to one offer; one transformation. When we make our presentation about making an irresistible offers, it leads to the transformation of doing our speak-to-sell program and letting us teach you how to put together a talk to that you love. We call it a signature talk so you're ready any time, and offers that sell without being pushy or sales-y. The whole point is to give you that confidence of being ready. What we could do here, if you want to give women the chance to shop, is, we could say, "Hey, you can do your virtual boot camp at this price point or if you'd rather work more intimately, we have VIP days at this price point, or if you would like to get that same transformation but work with us over a longer period of time, you could consider our year-long master mind program where you built out, not only your stage talk, but also how to convert sales online and also how to pick up the phone and convert sales one on one. If you really want to get, not just your stage talk, but your entire sales conversion machine dialed in then you might want to consider applying for our year-long sales authenticity and success master mind program. You can see that all of these are about giving our client the confidence to make an offer, right? We call this a vertical offer. They're all offering the same transformation just at different levels of intimacy or access of working with you or in your company. What we don't want to do is have women shopping across a horizontal array. You make one presentation and then over here it's horizontal like, "Yes, there's your talk," or "I can teach you feng shui or I can teach you how to dance." One presentation does not lead to all those different transformations. As long as your offer is really offering that single outcome, you can have different price points; different ways that you deliver it. Again, it could be private coaching, a group program, or a home study virtual video course, all of which will get you to the same place. How do you like to learn? What level of support do you want? If you want to give women a chance to shop regarding your offer, I would really recommend just having a couple of choices and that the difference is the level of intimacy and access; maybe the level of coaching, of one on one access that is included with the package at different price points. I like it. I think we got there. Just a quick review; some ways to attract women clients: Ditch the façade. They can see it. Don't be afraid to share your process. You don't have to be perfect. Women really appreciate that you are in it to grow, showing that you're real too. As far as inspiring women clients to say yes, instill confidence in your women clients by showing them that you have a process to get them from A to Z. Let them see it. Outline it for them. Number 4: Take time to understand the women clients. One of the best ways that you can do that is by using the words they use when they describe their hopes or when they describe 9
their pains. Don't use marketing speak. It doesn't work. Number 5: Women love to shop. Package your offer so they have some choices. Would they like to selfstudy they can do on their own time? Would they rather accompany that with some private calls with you? Your same signature talk, your same presentation, can lead to both of those offers. I want to close with this. Since this is originally being released, and I know you could be listening to the replay at any time, right now we've just finished coming through Hanukkah. My family celebrates Hanukkah. Christmas is upon us. We're heading in to the end of the year. I want to just say something about New Year's goals. As a women, I'm looking out at the year. Not only am I looking for myself. I'm looking for my family. Men, I know you're doing the same thing. I want to say, I want to give you three words that we use a lot around our sassy campus to help really focus in on the one thing that would really move the needle. We call it purposely- It sounds a little awkward in the wording but it's intentional. We call it your best next move. Your best next move. I really want to encourage you in the space of serving, getting your gifts out in the world, being able to make money doing what you love and what you were made for, I want to encourage you to be on the look out for your best next move. So many of you, you're out there. You've already got your expertise. You've got the letters after your name. Sometimes you falsely think that adding one more certification is what's really going to pop thing open when it comes to making a difference and making money doing it. I want to say that maybe your next best move is actually to just acknowledge that you've got the knowledge. It's time to take your attention off that and actually grow yourself in the area of being able to inspire people to say yes to themselves with your work. Maybe your next best move is to build, what we call, your sales conversion machine. Whether I refer you to my brother one-on-one or I ask you to come speak to a group, or I ask you if I can interview you, or to feature you online, you could say yes to any of those things because you're ready. What would it look like to be structured so that you're ready for all of that? You might have to take your attention off your expertise and put it on to learning, kind of the new language of sales conversion. That will allow all that expertise, all the heavy lifting that you've done, to actually pay. I kind of like to call it- Focusing on the piece of sales conversion, it's like a 10% nuance that makes the other 90% finally pay and finally make the difference that you have in your heart that you want to make. With the best next move in mind, 2 things, I want you to keep open to what your best next move could be and, for those of you interested, I'd like to offer you- My team has a little bit more space this next couple of weeks because of the 10
holidays. Of course everybody is taking our vacation at various times. We talked about it. We want to offer you a free bonus. We call it a complementary session with a best next move expert; someone who is really there to listen to you, to help you evaluate your business and what your goals are with it; where you are and where you'd like to be, with how many people you'd like to help. Would you like to be moving from a one-on-one help to being able to serve many; one person serving many. You serving many. I know that that's a dream for so many. We can really help you to see what would be your next step? What would be your best next move in that process? If you're interested, if you'd like to accept my holiday gift, you can do so by going to boost your sales show dot com forward slash 10- as in 1, 0- boost your sales show dot come forward slash 10- the number 10, the digit 1, 0-10. You can request that. You can request and apply for a complimentary best next move session. It may be the biggest gift you give to yourself as we head in to the new year. I personally want to thank you for an amazing first season. I'm new at having my own show so I hoped we served you well. I'm always open to ideas of how we could serve you better. You are more than welcome to- Please, be in contact with us or if there's something you really love that you like us to keep doing, maybe a topic you'd love for me to address, please go to boost your sales show dot com forward slash 10, the number 10, and let us know. I want to thank all of our guests. They've been amazing. From JJ Virgin to Ali Brown, Sally Hogshead; just an amazing lineup of guests really out here, showing their dedication to support you and how you can sell to women powerfully. We're going to be taking a break just over this little holiday season, also giving our best next move experts a chance to serve you. We'll be coming back with season 2 in January. I want you to get ready. Our season 1 theme was How To Sell To Women. In season 2, when we're back in the new year, the theme is going to be: Give Yourself a Raise. Give Yourself a Raise: How to package price and sell your expertise high tickets. I look forward to helping you give yourself a raise in the new year, also look forward to those of you who'd like to connect with us about Getting Clear. It's complimentary. Getting Clear On Your Best Next Move. Again, go to boost your sales show dot com forward slash 10, and we will look forward to seeing you in the new year. Happy holidays everyone. Happy new year. I adore you and I think you can tell, I would implode without you. Your listening, your being here, your dedication to getting out there with your work, the fact that you share that with me, and you let me contribute. It really is a gift. It's a gift to have you pour your work in to our structure. Thank you for that, as well. Bye-bye. 11
I hope you enjoyed this episode of Boost Your Sales and Lifestyle with Lisa Sasevich. If you did, please be sure to visit boost your sales show dot com and while you're there download my free best-selling book: Boost Your Sales: How to use irresistible offers without being pushy or sales-y. If you know you're sitting on a gold mine, and you know that you are, and you feel like it's time to finally cash in while making the difference that you know you're meant to make, grab this book and give yourself the unfair advantage of being ready with a signature talk that you love. Irresistible offers that sell and all the confidence that comes with being prepared. I hope you'll go over also on to itunes and give us a thumbs up. Give us a raving review if you love the show as much as I love delivering it for you. Thank you so much for allowing me to be part of your entrepreneurial path. Until our next episode, live sassy. 12