Business Innovators Radio - Interview with Sherry Auble Founder of Savvy Women & Wealth-Overcoming the Fear of Sales

Episode Date: August 10, 2023

Grew up in a struggling blue-collar family where money was scarce and at times, nonexistent. But she was determined to create a better and more fulfilling life for herself and she had been able to do that with the gift of perseverance and resilience. She had her share of knocks, but she always get up and push on. Sherry thinks it’s that kind of determination that enabled me to work for Premier Wall.Street firms and Fortune 500 companies in business development. In fact, one of her greatest accomplishments was growing a financial advisory practice from the ground up to a $25 million portfolio of high-net-worth clients. She learned a lot about the fundamentals of building a successful online business and that’s what she wants to do for today’s women entrepreneurs through my new Savvy Women’s Business Academy.Today, her mission is to take all my training, experience, talents, and gifts to help women professionals to escape their 9-5 and start their dream business and grow it to 6 figures and beyond!Learn More:https://savvywomenandwealth.com/Influential Entrepreneurs with Mike Saundershttps://businessinnovatorsradio.com/influential-entrepreneurs-with-mike-saunders/Source: https://businessinnovatorsradio.com/interview-with-sherry-auble-founder-of-savvy-women-wealth-overcoming-the-fear-of-sales

Welcome to influential entrepreneurs, bringing you interviews with elite business leaders and experts, sharing tips and strategies for elevating your business to the next level. Here's your host, Mike Saunders. Hello and welcome to this episode of Influential Entrepreneurs. This is Mike Saunders, the authority positioning coach. Today we have back with us, Sherry Abel, who's the founder of Savvy Women and Wealth, and we'll be talking about overcoming the fear of sales. Sherry, welcome to the program. Thank you, Mike. Thanks for having me back.

You know, this will be a really fast interview because I don't think anyone really is afraid of selling. So we'll probably spend about 10 seconds and then wrap it up, right? Yeah, that's right. Yeah. Well, first of all, let's just talk about, you know, in my jest that, you know, I was being funny. But, I mean, this is something that is so prevalent. It is a rarity. You're a white elephant if you do not.

fear selling. And I've had so many times people tell me, you know, I'm, I just am afraid I'm not a good salesperson. And my comment is good because if you feel like you're a salesperson, you could come off salesy and people can smell that commission breath on your, on your breath and in your tone of voice. So talk a little bit about how you approach this with your clients when you are getting them ready to start learning how to sell. So that's a good intro because unfortunately, today sales still brings up a lot of negative feelings for people. And in fact, just mentioning the word sales can make people feel super stressed out and anxious. And I think it's because of this longstanding stereotypical image of sales being this fast, slick, pushy car salesman. And we,

that's the last thing we want to come across to with our conference. customers. But that gets in our head and it gets in our way to the extent that we're willing to sacrifice our sales just to avoid that image. Yeah. Because in reality, it really starts with your own mindset of how you view sales, right? Because if you view sales is like, what's going to take to get you in this car and overcoming every objection with being pushy, pushy, pushy, just to get the numbers, that's not the way to do it. So talk a little bit about how you are training people that you work with just to start polishing up that mindset. So first, you're absolutely right. This is all about mindset. And one of our biggest fears around sales is getting the no, being

rejected. We also have fears around not being liked. Fifty-nine percent of people who sell say they have a big fear of not being liked. When in fact, first of all, that's putting all the focus on you instead of on your customer. And that's just a losing approach to selling. And secondly, we all sell ourselves every day. Don't kid yourself. We sell ourselves in our first date, in an interview. Whatever it is, we're trying to put our best foot forward and make the best presentation.

And really, when it comes down to it, that's all sales is. And yes, it starts around overcoming this mindset and these limiting beliefs that we have grown up with from childhood to adulthood that we've picked up along the way from whether it's our parents, our friends, our colleagues, our own experiences. That is what is getting in the way of making sales. So then how do you get past that? So let's take just one of the mindset shifts. The idea that somehow selling makes you a bad person. In fact, if you are super passionate and have a strong belief in the product that you're selling, that's half the battle in overcoming that sales fear.

because when you have that really strong belief, it comes through in your energy and your confidence level. It no longer feels like selling. It feels like helping. The other mindset shift has to do with, I feel like I'm pushing my product on someone. In fact, if you've done your pre-sales work and you've already determined that this product is a really great fit for the customer and it will solve all their problems, you are actually doing a disservice to them by not presenting it to them. You know, let's talk about that for a second because first of all, it all starts with you. We've talked about in your mind.

So your mindset has to be straight. But the first sale, and this is something that I know I've learned over my experience and maybe you have as well, the first sale is to yourself. You need to be so sold on your product or service. and the solution it provides to your target audience and the wonderful results they will get, that you then are excited and passionate and enthusiastic. And then it's not pushy sales. Let me just find out what you need.

And then I'll tell you how this works and we'll just see if there's a fit. Absolutely right. You hit the nail on the head. The first part of sales is always starting with you. And that's why I talked a little bit about these limiting beliefs that we all have around selling because when you come at it from a different focus point and a different perspective, you no longer see it as selling. You see it as servicing. You see it as adding value to someone's life to make their life better. You see it as creating connection and as adding value. And it's just

the whole picture of it changes. And that's what starts removing some of that, those sales fears that we I'll go into. And also the old adage is still alive today. Practice makes perfect. The more you practice these skills and put them into action, the more it's going to feel comfortable, the more you're going to realize when objections come up and how to handle them. And you just, you've got to pick up the phone every day and you've got to just keep trying. Yep. Let's talk a little bit about Would you just briefly mention about, you know, you're educating, you're helping people understand, you're serving. It reminds me of some of the old content that I remember from the book, Ultimate Sales Machine by Chet Holmes. And this was kind of back in the 70s where he really started teaching people, quit pushing and telling and, you know, being a pushy salesperson, help people understand and educate.

And when you make that shift, you know that the person you're talking to, is talking to other people, like your competitors, you know that. Well, what are they going to get from them? And if they get from them that pushiness and you then are just going, hey, tell me what you need. And let me help you understand this and this and that. And when you're talking to other providers in our industry, make sure you're asking this question and understand what they mean by that. All of a sudden now you become a trusted advisor, right?

Exactly right. And you touched on a couple of points here. number one, the key to sales is 80% listening and 20% talking, when in fact, majority of people do the opposite of that because they just want to tell you all about their product. But all of the keys are in what the customer is saying, letting them talk, letting them vent, letting them describe what they're looking for, why they're looking for it. and really going deep with that, that's, that's like jewels for you to be able to tail your presentations to, so that they'll see it as something they really do need. So here's a question for you then. When you are working with your clients and you're talking about selling, I think that you

need to be covering all these points that we're talking about. But at the end of the day, don't you need to make it very, very clear to them that if you don't sell anything, there's no revenue that generates and you're not in business. That's right. But I think part of the problem, honestly, is that people are going out there and they're so passionate and their product and they just started their business and they're just getting out there and they're trying to sell to everyone and they don't have a process in place. And I think that's one of the most important parts of selling is to, so you're following a process.

not so rigidly and inflexible that you can't move in and around it when the customer, you know, ask different questions and maybe they're ready to actually buy from you before you've gotten to the end of your presentation. It's okay to skip that. So, but having that process in place keeps you on track, keeps you focused,

helps you to hit the high points and talk about the features and benefits, how it benefits the customer. and in the end, that's what will make you successful in sales. Yep. So let's talk about your system. I know that you have the seamless selling system. Talk a little bit about how that works. So really, it starts with the approach.

So again, I see myself a little bit like a detective. So I'm asking lots of questions, open-ended questions, to find out what they want, why they want it. really going deep with that, finding out what's been stopping them from solving the problem and digging deep into how it's affecting them. And then the second part is, then I'm getting into the presentation where I'm using their own words that they've described that they've expressed to me that are so important to them to recommend their next course of action and how that will result in them solving their problem with your product.

And then finally just closing out the conversation. I don't like to say closing the sale because that makes people nervous. Closing out the conversation is this is all about connecting all the dots for them, letting them know why your product is the best choice for them, listing out the features and benefits that will come with their decision and how it's going to make their life better overall. And it's okay to get knows. You've got to get knows to get to yet.

But the main thing is you never fail until you stop trying. You know, I've heard the stat that it costs five to seven times more money to get a new customer than it does to keep or upsell or cross sell a current customer. So that kind of goes to what you said a second ago. It's not closing a sale. It's opening a relationship. And when you open a relationship, they know you care about them. You're going to do a good job.

And then the relationship builds because then as you're delivering the product or service and you're listening to what they need, maybe they need something else better, another version of it, you know, things like that. So talk a little bit about that opening of a relationship. Well, it's something we call the no like and trust factor. And as soon as you realize that building that quick connection with your customers will get you that much further along in the selling price. process. And this isn't about being fake or just trying to say whatever you have to say to, you know, win them over. It's, they're looking for specific things. Buyers are very sophisticated these days. They spot the selling techniques of the old days a mile away. You have to do things differently. So the no like and trust factor, they have to trust you before they buy from you.

They have to like you before they buy from you. And they have to know that you know what you're talking about. So it comes across with, you know, you can use it through storytelling so that they get to know you on a deeper level. It can be through your credentials, what you bring to the table as far as experience and expertise. And just explaining everything that you do for people. Talk about your testimonials, how others have benefited from working for you and how they have benefited, how it's made their life better. And sometimes that is boring language. If all you're doing is saying, here's this, here's this, here's this, here's a sterile case study and a plain Jane case study.

But you have to build that information into engaging content like many times, stories or examples. So isn't that a way to bring that out? Because I think if you can tie that together along with something else that's huge, which is overcoming objections, I think that my personal opinion is the worst thing in the world is to learn 20 closes to objections people. Well, if they've got the objection, they're not going to feel confident that you are the best choice if all you're doing is badgering them. So you need to know the top three or four objections people have so that you tell these nice, engaging

stories of people overcoming them so that in their mind it's not even an objection anymore. So talk a little bit about overcoming objections in the most effective way. Well, first and foremost, if you already know what the objections are going to be ahead of time, you can build those into your presentation. So you're already addressing them before you even get to the end of the conversation. So you're already answering those questions, so you'll have less objections when it comes to the end. But again, I go back a little bit to mindset because the biggest fear is that you're going to hear no, and you've got to get over that. You're going to get more noes than yeses, but you have to get through the nose to get to the yeses to help the people that need your help.

the second being that you'll get questions that you can't answer. Guess what? That's okay. We all are not perfectionists and we don't know all the answers, you know, to say, you know, you know what, let me think on that and I'm going to get right back to you. That's okay. People respect that. And asking for the business, oh my God, that's the worst.

At the end, people are having a hard time asking for the business. It's getting over these objections. Objections are your way to shine, to really show off your product, all of the features and benefits that they're going to get out of it. All objections are is a way for them to clarify their decision. They're not trying to stump you. They're trying to get themselves faster to the yes. That's true.

And it's almost like people subconsciously want to justify. working with you. So you need to give them enough of that information that they can logically make that decision, but also that KLT factor that you already mentioned, the no like and trust. Exactly. And the most common objections that people are going to have, number one, is I don't have the money. Now, sometimes this is in fact a, it's real. Maybe they don't have the money. And sometimes it's just their excuse not to make a decision. But either way, you can use techniques like, well, we actually do have, we offer a payment plan, make it easier for them to say yes. There's also uncertainty. If they don't like you, and that's what we talked about, bring it back to the no like

and trust factor, help them get to know you so they trust in what you're saying. And then finally, it's like, you know, the timing. That's the biggest thing. Well, I'm kind of not ready right now. You help them to become ready by offering things like limited time bonuses or price discounts up to a certain date. You give them reasons to make the decision today because let's face it, why do we have to use those techniques? Because change is hard for everybody and it's too comfortable to stay in the status quo. So you have to help them take that big step to make their situation better.

Yeah. You know, I think that you bring up such a huge point is, and what you just said is critical, but I'm tying it back into something else that you said a few minutes ago, that you almost owe it to people to make sure they understand that your solution is the right one for them. As long as you are confident in that and it actually is viable and it's an ethical solution, now you are compelled to make sure they understand it. and to help them to take action. And the problem with most people is, it sounds good right now, but I get these things in the back of my mind. Hey, I'm going to think about it and then it never happens. Or we contact me in a week or two and then they ghost you. So it's so important for them to fully understand what you do, how you do it, but then for you to make sure that they are asking all the right questions so that they could make potentially a buying decision right then and there, right? Well, yeah, that's absolutely true. It also brings up an important point about the follow-up to sales. A lot of people lose out on sales because they just don't have a follow-up system or they think no means no forever. You know, having a good follow-up process in place can save you a lot of lost sales. It's also about the statistic that between 8 to 12 touches, with a customer is what's finally going to get your sale.

Now, that depends on if you're talking about a low-price product versus a high-price product and it has a lot of variables in there, but it can take many touch points with a customer to actually make that final sale. But in the end, you've got to keep all the focus on the customer. It's not about you. The selling process is all about them and their needs. And, yeah, coming back to a point you just made, it has to be about a best fit.

It's better for you to walk away if you don't see a good fit than to pursue the sale and when it's not a good fit and deal with the repercussions of that. You know, those touch points are really critical, and I've heard that for literally 30 years. So I agree with the statement, but I feel, and then I think that you would agree as well, that with as distracted as everyone is today, it takes more and more and more work to count as that first touch point. You know, oh,

it takes seven to 10 times for people to, yeah, but it might take you two or three times because to count as that first one. So you can't just go one, two, three, four, five, six, seven, okay, that's all.

You've got to follow up until, like they say, by, until they buy or die. Because people have text and instant messages and social media that and they're busy, busy, think that, you know, dripping a couple follow-ups on them is enough. You've got to make sure that

it's helpful educational content and you're constantly standing in touch with them at the right frequency, not daily, you know, maybe not even weekly, but every couple, three weeks, you're just checking in on them with another helpful tip or educational article or link to a podcast episode where they can learn more and they then view you as that person that has the resources to help them solve that problem. Well, you hit on a lot of. of good points here because we are all super distracted. We're busier than ever. And my memory isn't the greatest. So I completely forget, you know, things from time to time myself. So think about what your average customer is dealing with and couple that with the amount of competition out there.

You're not the only game in town. So you have to compete with all those other people. And this starts to come around to the marketing piece of it, which is creating, this, you know, really captivating content that you're putting out there on social media, which everybody is on today. And, you know, your website being the tool to engage with people and to and really start that relationship with people. And just really using all of those tools and techniques to get your name out there, get your work out there, educate people, add value. That's what's going to get you noticed and get you a little bit above the rest of the competition. Yes, 100%. Well, I'll tell you what, Sherry, we've really covered a whole lot of great

content here on overcoming sales resistance and from prospects as well as your own mindset. So I think it's been so helpful. If someone is interested in learning more about your process and system and how you can assist them. What's the best way that they can reach out and connect with you? Well, we do have a free master class coming up where I'll be teaching about the five-step online business profit formula and how you can take your business to six figures faster and easier. And it's using my savvy system to amplify your message, accelerate your business, knowledge and skills, and leave you more empowered and confident to run your business. And you can just direct message me at savvy women and wealth at gmail.com or visit my website at savvywomen and

wealth.com. Excellent. Well, Sherry, thanks so much for coming back on today. It's been a real pleasure talking with you. And thank you, Mike. I appreciate it. You've been listening to Influential Entrepreneurs with Mike Saunders. To learn more about the resources mentioned on today's show or listen to past episodes, visit www.com.com.com EntrepreneursRadio.com.