August 28, 2024 • 41 mins
Unlock the secrets to skyrocketing your sales and automating your CRM processes with insights from a true industry expert, the founder of the Create Sales Method. Our guest, Chad Johnson, shares invaluable strategies for small business owners on building a robust online presence. Discover how to effectively leverage social media platforms like LinkedIn for B2B and TikTok, Instagram, and Facebook for B2C to connect with your audience and drive engagement. Learn the critical importance of consistency in your social media activity and how to identify buying signals through customer engagement.
We'll break down the essential elements of maintaining a consistent sales pipeline and the role CRM systems play in refining your sales process. Understand the various stages of the sales funnel and learn how to avoid stagnation through continuous prospecting. By examining where prospects drop off, you can identify and address weaknesses in your sales approach. An eye-opening analogy involving Yankee Stadium will illustrate the profound impact of consistent effort versus the costly consequences of neglecting lead generation.
Our episode also dives into effective B2B sales strategies that prioritize understanding the buyer's natural purchasing journey. Hear Chad's inspiring entrepreneurial story and their transition from corporate life to founding a successful sales method. Get practical tips on optimizing your LinkedIn profile, leveraging AI for market research, and reducing no-show rates for meetings. This episode is packed with actionable insights and resources to help sales professionals and small business owners achieve sustainable growth by focusing on quality over quantity and engaging meaningfully with their audience.
Chad Johnson: CEO / Create Sales Method
Website: https://makeprospectingsuckless.com/
Blog: https://makeprospectingsuckless.com/blog/
#SalesStrategy #CRM #SalesGrowth #SmallBusinessTips #BusinessAutomation #SalesPipeline #LeadGeneration #SocialMediaMarketing #B2BSales #Entrepreneurship #LinkedInTips #MarketingStrategy #BusinessSuccess #CustomerEngagement #SalesExcellence #SalesStrategy #EntrepreneurMindset #SmallBusinessSuccess #BusinessPodcast #MarketingAdvice #BusinessPodcast #SmallBusinessPivots #SmallBusinessSuccess #Success #Podcast #SmallBusiness #BOSS #MichaelDMorrison #OklahomaCity
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:00):
All right, welcome to another Small Business Pivots
podcast.
Today we have a special guestjust down the highway from where
I'm at.
Introduce yourself, because noone can introduce themselves
like the owner of their business.
Speaker 2 (00:14):
And what I do is I founded a sales method called
the Create Sales Method and Ishow sales professionals and
business owners small businessowners how to find new customers
at scale and grow theirbusinesses.
Speaker 1 (00:43):
Wow, what every small business owner needs to hear.
Speaker 2 (00:44):
So they need to buckle up today.
Where are you coming to us fromin this beautiful planet?
So I'm in the Dallas Fort Wortharea and I work with actually,
I work with businesses all overthe world.
I have customers here in theUnited States and I have them as
far away as Australia.
So the internet the internethas made that.
Made that possible for all ofus.
Speaker 1 (00:58):
So you're saying, no matter where you're at on this
planet, you need sales.
Oh absolutely, absolutely so.
Is that what we're going tohelp our listeners with, or have
you got a couple other thingsup your sleeve?
Speaker 2 (01:12):
You know, I think really what it comes down to is,
yeah, we're going to help themgrow sales, but talking about
prospecting and really what theimportance is, I mean, every
small business wants to find newcustomers and the thing that
they don't realize is they havea lot of leads that they're not
even nurturing, that they're noteven utilizing.
Now they're looking for moreand new and they aren't really
(01:33):
seeing what they're missing.
That's already in front of themas well.
You know, I mean you take, forexample, you have a small
business owner and maybe theyhave a CRM that they're not
using very effectively, or maybethey don't have a CRM at all
and maybe they're doing someonline.
You know, social media.
Maybe they're on Instagram,linkedin, tiktok, whatever.
And they're not seeing thebuying signs from those
(01:55):
potential customers that theyhave just in the engagement with
their content.
It's things like that that makeall the difference in the world
.
And so, you know, I think whathappens is a lot of small
business owners get caught up inthe weeds.
They're doing the day-to-daythings, they're trying to make
sure that you know, everything'srunning smoothly and they're
not really focusing on nurturingthose leads that they have and
(02:17):
really expanding their customerbase.
Speaker 1 (02:19):
Yeah, well, that's powerful.
So let's introduce the show andthen we'll just get started,
because this sounds verybeneficial to every business
owner.
Welcome to Small BusinessPivots, a podcast designed for
small business owners.
I'm your host, michael Morrison, a small business coach and
founder of BOSS, where we makebusiness ownership simplified
(02:42):
for success, so that you can owna business that runs without
you.
To learn more, go tobusinessownershipsimplifiedcom.
Well, welcome back to the show.
We are going to talk sales.
Every business must have cashto turn into more cash and you
get that from sales.
So anything you want to startwith right away that you see
(03:04):
could benefit small businessowners.
Speaker 2 (03:06):
before I kind of ask my list of questions, yeah, I
think the first and primarything that every small business
owner needs to do is have astrong online presence.
You know, whether you're B2C orB2B, you need to find the right
social media for you to be outthere and really sharing good,
valuable content to your targetaudience so that you're growing
(03:27):
your authority, your brandvisibility, all those things.
If you're not on social mediaof some kind, then you're really
missing out on the opportunity,because the traditional methods
of emailing and direct mail andcold calling they really aren't
producing great results anymore, and so you need to meet your
buyers where they are.
Your buyers are online, sothink about it Whenever you want
(03:51):
to find information on anything, whether it's something you
want to buy, something you'rejust curious about.
What is the first thing all ofus do?
We go online, we Google it,right.
We do something, go on socialmedia, and so I think that's the
most important thing to setthat trend.
All small business owners haveto be online.
They have to have a strongonline presence.
Speaker 1 (04:10):
Can you give some advice to the small business
owners that are just so deep intheir business they don't really
have time to do that becausethey can't be.
What is there?
Probably a thousand differentplaces to be on the internet, or
more, so how can they decidewhere to be?
Speaker 2 (04:26):
You know, really it's it's going to come down to.
Are you more focused onconsumers?
You know, b2c or B2B.
If you're a B2B business, rightnow, the best place to be bar
none is LinkedIn.
You need to be on LinkedInbecause that's where your B2B
buyers are.
Oddly enough, 75% of B2B buyersuse social media to make their
buying decisions.
(04:46):
Is that not powerful?
50% of those B2B buyers useLinkedIn as their most trusted
source.
So if you're in B2B space, youhave to be there In the B2B
space.
That's where you've got yourTikTok, instagram, facebook in
the B2C, and those are greatavenues, you know.
Get out there with your videos,get out there with your message
and really start building thatpresence.
Speaker 1 (05:10):
Would you say or have some advice on how much time to
spend, so that a business ownerknows the frequency?
Speaker 2 (05:19):
You know consistency is everything you know and each
platform has its own way.
You know if you're on TikTok orInstagram or Facebook, you know
you could be once or twice aday.
I mean really, you don't haveto be doing it 20 times a day.
Some people are out there tryingto kill themselves putting out
content every 15 minutes orsomething.
You don't need to do that.
You just need to be consistentso that your audience is like,
(05:41):
hey, I can expect something newonce or twice a day from this
particular you know, once theyget involved, they can watch for
your new content.
You know, on a site likeLinkedIn, if you're in B2B, one
post a day, really every day ofthe week, you know, not Saturday
and Sunday, Monday throughFriday one really strong post a
day and then nurture the peoplethat engage with that content.
That's really all you're goingto need.
(06:02):
And the way to not get boggeddown in that is is if you're
encompassing not only you knowtext, but you're using video and
illustrations and things likethat, you can actually make like
one video and take pieces fromthat video and make four or five
, six pieces of content, sixpieces, you know, posts that you
(06:23):
can put out on those platforms.
So you, you know, utilize yourtime effectively.
And the other thing that I wouldsay is take those redundant
tasks that you have and automatethem, and that's why CRM is so
powerful.
You know.
You take even something thatisn't you know necessarily, you
know, like Salesforce, but youput something like PipeDrive or
there's a lot of Zoho, there'sso many out there where they
(06:45):
have automations, chatbotsthat'll process your leads.
They'll send them a thank you,you know, a quick hey, we're
going to get right back to email.
When they respond to a form or,you know, answer some questions
or send in a query, I mean, andthen really allow those things
to share up or to shore up moretime for you to create your
content and for you to get yourmessage out there.
Do?
(07:05):
what's important and automate asmuch of the mundane things as
you can.
Speaker 1 (07:13):
So I know some of our advanced listeners that their
business is a little moreestablished and they probably
have a good sales team, salesdirector, manager, if you will
probably have a CRM, but I knowa lot of our listeners probably
don't know what a CRM really isbecause, if you're not watching
this on a video, I'm holding upbusiness cards.
(07:33):
This is how most business.
This is their CRM.
They have a stack of businesscards on their desk, in their
car, in their truck, wherever,and they just oh, yeah, I need
to call Ron.
Oh, I forgot to call Austin.
That's their CRM.
So can you kind of explain howa CRM works and how, how easily
to manage it?
Speaker 2 (07:54):
Yeah, and that's exactly you know.
I mean, let's, let's go back toyou know, crm is client
relationship management.
That's what the system is allabout.
It helps you make sure youdon't forget to call somebody or
that you don't, but what itreally does is it will intake
your leads.
It will also help you automateyour emails that are going out
to prospective clients and yourcurrent client base.
(08:16):
It also stores all the data thatyou need to know about the
history of your interactionswith that customer, from the
time you first met them to thetime that, possibly, they came
to work with you and became apaying customer and everything
that's happened.
And you need that wealth ofinformation.
You need to understand and havethat history at your fingertips
and not have to dig through abunch of notes or flip through a
(08:37):
bunch of tablets to go.
Where did I write that note?
It's right there.
Plus, it also provides you kindof your to-dos for every day.
You look at it and you go, oh,there's something you're
supposed to get back to.
Well, in the morning, when yougo very first, go into your CRM
and look at it, it's going totell you hey, here's your daily
tasks, here's things that yousaid you needed to do, let's go
do them and hold you accountable.
(08:57):
What it really does is it givesyou the ability to not have to
rely on your memory, not have torely on something that could be
destroyed, like a notebook whenyou spill your cup of coffee or
whatever.
It's a place where all yourdata can always be housed, and
those automations to shore upthe time that it takes to do
emailing and looking at all theleads and generating different
(09:21):
pieces of business, yourpipeline and looking at what you
have in your sales funnel andall.
It organizes everything for youand puts it in one nice,
visible picture.
We like to call it thedashboard, and as long as you're
putting that good, solid,relevant information in there,
that's how you know what yourpipeline is really worth, what's
its value, and it gives you theability to even rank them.
Hey, these are some that arereally hot leads, these are some
(09:42):
that are wishlist leads andeverything in between.
It keeps you focused and givesyou that ability to really
acquire new customers in ameaningful way, and it
accelerates your ability to sellthose clients.
Speaker 1 (09:55):
What would be a good practice on setting up the
stages for someone that's neverhad a CRM.
I call them stages as they'removing along in the sales
process.
How could one establish that?
Because I know a lot of peoplethat I work with as a business
coach the business owners.
They're like okay, the CRMlooks great, but this looks like
(10:16):
a lot of work just gettingstarted because they don't have
their stages developed.
So can you kind of give someadvice on that?
Speaker 2 (10:23):
Yeah, I mean, keep it real simple at first.
I mean it doesn't have to beintricate.
So the very first time that youmake a connection with somebody
, be it via email or phone orvideo chat or whatever it is,
you put them in what I call adiscovery phase.
They're learning about you,you're learning about them.
You set up a meeting toactually discuss the opportunity
, your product, your solution,their problems, all those things
(10:43):
.
Now, opportunity, your product,your solution, their problems,
all those things.
Now you're in the meeting phase.
Once you've given thatpresentation about your product
or service, then you're in thepresenting phase, maybe the
demonstration phase, if you haveto show them how your product
or service works.
Say, you're a SaaS, you build aSaaS product, or something like
that.
But keep it really simple sothat you know where you are at
(11:03):
any time you can look at yourdashboard and go, wow, I've got
10 customers that are indiscovery.
I've got so many that are inmeetings, so many that I've
presented to so many that werein negotiation.
You know, negotiation workingto close, you know.
And then, of course, onebusiness and lost business.
You also need to keep track ofthat, because lost business is
lost today.
It's not lost for forever.
(11:23):
You don't want to lose thosepeople.
You still want to keep in touchwith them.
You don't go okay, well, I lostthat one, move on, you're going
to get back to them in thefuture.
So I mean, really, it comes downto just keep it simple three or
four different stages and whenyou look at your pipeline then
you'll know where you havestrength and where you have need
.
You know if you've got a lot ofpeople in the presenting and
(11:44):
negotiation phase but you don'thave many people in the
discovery phase, you know youneed to be out there prospecting
Because once you quote, unquote, empty that pipeline and either
win or don't win that business,where's your next customer
coming from?
So it helps you stay in linewith what you need to be doing.
If you've got plenty in thediscovery phase, well, now you
know, okay, you're not movingyour pipeline fast enough.
(12:06):
You need to be getting in withthese people and going hey, we
need to set up meetings.
Hey, we need to haveconversations, we need to talk
about this.
It tells you what you need todo and when you need to be doing
it, because it also lists youknow hey, this is zero to 30
days 30 to 60 days, 60 to 90.
It tells you everything youneed your timeline, your
velocity, how much you have,what it's worth because you're
(12:26):
going to put in there potentialestimated value of what that
sales worth to you.
I mean, it's invaluable, thedata that a CRM has for you.
Speaker 1 (12:35):
A few weeks ago we had Karen Grill on and she
focused on sales funnels.
So how does a CRM align orintegrate with your sales funnel
?
Speaker 2 (12:47):
Well, what it does is it gives you again, it gives
you an outlook of it, takesthose phases, those stages that
you've set up, and shows you thevalue by percentage, and that
really again goes back tohighlight where do you need to
be focusing your efforts, whatare you strong in and what do
you need to improve.
Because it puts it in a funnelform.
Discovery phase is at the topof the funnel and it's a big
(13:10):
piece and it's going to have acertain value to it all the way
down to the bottom where you'renegotiating to close.
And so that is just animportant quick glance into
being able to look at okay,again, like we were just talking
about, I've got a lot of peoplein discovery phase, but I'm not
having a lot of meetings why.
It gives you the ability to goin and break down what am I
(13:30):
doing?
That's not getting meetings.
It allows you to really analyzeokay, I've gotten a lot of
initial bites, but now I need toget into meetings.
Why am I not getting them there?
Or I have a lot in thepresenting negotiating phase.
Oh, what's going to happen in30 days when I run through and
completed all of theseparticular prospects that I have
(13:50):
.
I don't have anything in thetop of the funnel to restart the
process, I'm going to besitting flat in the water with
no growth.
So you need to be prospectingand finding again more of those
new discovery people.
So that's really where it comesin.
It's more just a visual of thehealth of your business as far
as consistent flow of revenue,and that's what you're looking
for.
You got to keep that consistentflow.
(14:12):
You don't want to have theconstant ups and downs.
You want to make sure that youhave a continual pipeline of
opportunities and then you getto really learn.
At that point in time, evaluateyour processes.
You know, and you'll, becauseyou'll see where are you winning
or losing customers.
If you're not getting past themeeting phase and you'll notice
(14:33):
that you know 80% of the peoplethat you get into the meeting
phase are not getting into thenegotiating potential close
phase it's going to tell you hey, you're not getting there.
So what do you need to change?
What are you doing?
What do you need to dodifferently?
So those insights tell youwhere you're winning and where
you're maybe not winning.
And that's what's reallyimportant as well, because a lot
of small businesses are likewhy did I lose that deal.
(14:55):
What did I not do?
What did I not do?
What did I not say?
What you can do when you have aCRM is you can go back and you
can look at the notes with thoseconversations and what you've
put in about those customers andgo, huh, okay, maybe you
might've put in there, I missedthis or I missed that.
Now you're learning.
How are you improving yourpresentation?
How are you improving thatinitial meeting?
How are you improving thatprospecting piece or the
(15:17):
negotiating piece?
How are you improving thatprospecting piece or the
negotiating piece?
You can start to see the trendswhere you need to work.
It provides you that whole 360view of not only the customer
but you and your internalprocesses and what you're doing.
Speaker 1 (15:30):
Yeah, those are great points, and I read something
not too long ago you may know,of a different statistic,
because you mentioned somethingabout if one stage gets a little
more empty than the others, youbetter go do something.
I read something that it'snight like whatever you're doing
today, 90 days is kind of theaverage for what you'll see from
(15:52):
your efforts today.
So, in other words, like if youtake a week or two or a month
off from generating leads, inabout two or three months you're
going to feel that Is that kindof or do you have another
statistic or a word of advicefor that?
In other words, be consistentalways.
Speaker 2 (16:09):
Yeah, and and you know that's that's a good rule
of thumb in the B2B space.
I mean, you know 60 to 90 daysis where you're going to notice
where your lapses were if youdon't do something about them.
But what that statistic doesn'ttell you is the actual impact
it's going to have in 60 to 90days, because it doesn't tell
you how long it took you togenerate enough discovery or
(16:32):
meeting phase clients to get tothe close phase.
So not only do you lose thattime where you don't have enough
in your pipeline, it doesn'taccount for the number of days
or weeks that it's going to takeyou to start building that
pipeline back up.
And that's where the real lossis, because that could be
another 60 to 90 days in itself.
So what?
When you feel it, when you feelthat effect, then how you
(16:56):
recover from it is usually anequal to a little bit greater
period of time, and that's wherethe real how shall I say damage
to the business comes in.
So yeah, in the B2C space it'sa lot shorter.
It's probably you're going tonotice it within 30 days,
because you know it's usually acontinual grind.
B2c is very transactionalversus.
You know more relationship,sale and longer term customers
(17:21):
being built in the B2B space.
So I like to explain it thisway and here I'm going to tell
you a really quick story.
I like to tell stories.
If you were, I like baseball.
Do you like baseball, michael?
Absolutely Okay.
So let's say we're in YankeeStadium, okay, and I took you to
the very highest row in YankeeStadium and I handcuffed you to
(17:44):
one of the seats in that top row.
Now I go down to the pitcher'smound and I take an eyedropper
and I start dropping drops ofwater from that eyedropper onto
the pitcher's mound and thatvolume doubles every second.
I go one, then I go two, then Igo four, then I go eight and
you get the theory right NowYankee Stadium's huge right.
(18:07):
How long do you think that itwould take from the time I
dropped that very first drop onthe pitcher's mound to get up to
you in the very top row?
How long do you think you'dhave to escape those handcuffs
before Yankee stadium wasoverflowing with water?
Speaker 1 (18:23):
Oh my God, can't, even imagine.
Speaker 2 (18:27):
Take a guess, just for the heck of it.
Speaker 1 (18:29):
I've years, I decades .
Speaker 2 (18:33):
Yeah, you know that's .
That is exactly what a lot ofpeople think.
That's because the actualacceleration of that is
exponential.
Think about it's doubling involume every time that dropper
drops.
Okay, believe it or not, itwould actually take about 45
minutes, is that right?
Wow, yeah, about 45 minutes.
(18:55):
And the point at which youwould have the pitcher's mound
covered with water so that youcould actually see, oh my gosh,
yankee Stam's actually fillingup, happens somewhere around
minute 37, 38.
So by the time you recognize ohmy gosh, the stadium's filling
up, you only have about eightminutes left before it's going
(19:16):
to catch up to you, because thefirst 37 minutes were just
getting you to where it'sstarting to really double that
volume.
That's what a CRM does.
It shows you not only whereyour deficiencies are, but it
shows you the exponential effectthat it's going to have if you
don't address it in a very shortperiod of time.
By the time you see thatproblem, it could be too late if
(19:38):
you don't have a good CRMthat's giving you those insights
beforehand.
Speaker 1 (19:44):
So compound effect.
You know?
Yeah Well, you're listening toSmall Business Pivots.
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Now let's get back to ourincredible guest.
So your business.
(20:47):
How does your business helpwith this sales pipeline?
Speaker 2 (20:52):
What I do is I help small businesses meet their
customers where they are, whichis online where we started the
conversation and primarily, mostof the customers that I work
with are in the B2B space.
They are either small businessowners and I also even work with
enterprise sales teams in howto prospect online to meet those
(21:13):
buyers those 50% of B2B buyersthat use LinkedIn almost
exclusively and that other 25%of B2B buyers that use LinkedIn
also.
I show them how to target them,put the right content
strategies out there and thenuse the right conversion
strategies to turn them intocustomers at scale.
And the very biggest aspect ofthat is people say, well, how
(21:36):
many more leads can I expect?
And I go.
It's just about more leads.
It's about the quality of leads, because when you're doing it
through that fashion and they'regetting to engage with your
content before they ever speakto you, you have the ability to
remove a lot of the commonobjections, answer a lot of the
common questions that you wouldface in a normal cold outreach
(21:56):
situation where you've not hadany engagement with these people
.
And so I teach B2B salesprofessionals, be it small
business owners, enterprisesales teams, and I even work
with very high level sales, b2bsales representatives who are
just looking to upskillthemselves through some of my
courses and that's what I teachand what I found and what my
(22:19):
clients experience is that theyclose 40 to 50% more new
business than they did beforethat.
Even intrinsic things like, forexample, I went to I'm working
with one company right now huge,they're $150 billion a year
company but they had a 50% noshow rate to meetings coming out
(22:41):
of their their salesdevelopment reps and it was
because that, you know, theseclients had no basis and they
were selling the meeting, notthe service or the product.
Well, in just 90 days we tookthat 50% no show rate to their
meetings down to under 10 in 90days.
So, even though their quantityof appointments didn't
(23:03):
necessarily increase that first90 days, that increase in
quality exponentially impactedthe bottom line.
Their revenues and their saleswent through the roof.
Speaker 1 (23:12):
Wow, I can't say that any better.
That's powerful stuff.
So do you have any tips for?
I know some small businessowners.
They try to engage with peoplebut a lot of people have kind of
just given up on their inboxand not responding replying.
Any advice for how someonecould start that conversation so
(23:35):
that someone doesn't feelspammy?
Speaker 2 (23:39):
You know, the best way to start any conversation is
to ask a question and if youhave had any kind of interaction
with them at all if it's beenan email if you've had some sort
of interaction with them or youknow a little bit about their
business, you've done yourresearch, you know something
about them, their business is.
Ask a question because what'severybody's favorite topic?
Talking about themselves.
(23:59):
Give them that opportunity,open that conversation and do
their business is.
Ask a question because what'severybody's favorite topic
talking about themselves.
Give them that opportunity,open that conversation and do
not pitch pitching and a firstin a first contact is not the
way to go anymore.
People don't want to be pitched, but everybody likes to have a
conversation and that gives youthe ability to understand where
they are, what problems orissues they may be facing, what,
(24:19):
what their goals and objectivesare.
You'll learn those things andyou'll be given permission to
then make that presentation.
And this is in more of the B2Bspace.
In the B2C space, you know whereyou're more transactionally
looking hey, I've got a product,I just want you to see the
benefits and you know and go buyit.
Then what you really need to dois you need to ask a question
(24:40):
about how you know that's goingto relate to a problem that's
not being addressed by nothaving your product.
And go right to the heart of it.
Hey, if you don't have thisproduct, how are you dealing
with this?
That's making your lifemiserable, you know.
Really, go right at the heartof it because at the end of the
day, it's all about an emotionalconnection.
You make an emotional connectionwith someone in the B2B space
when you show you care aboutthem, their problems, what their
(25:02):
goals are.
And in the B2C space you makethat emotional connection by
going I know you have thisproblem, this product solves
that problem.
How long are you going to livewith that problem?
So just make sure that you'redealing with your customer,
whether it's a direct consumeror a business.
Space is what is important tothem.
(25:23):
It's not about you, it's notabout your products, not about
your services, like how you knowyour life is this way right now
.
Do you want to make it better?
Let's talk.
Speaker 1 (25:32):
Would you recommend that someone start that question
, that conversation, on thepublic forum or move straight
into the inbox if they're tryingto generate leads?
Speaker 2 (25:44):
you know, I think in the B2B space, do it right on
the public forum because youthink about it, and I think most
B2B professionals and B2Bbusinesses know this there is a
set of common questions andobjections that come with every
product and service.
So if one person asks you aquestion on a public forum,
answer it, because they're notthe only one with that question.
So answer it so it's out thereso that others can see it,
because you don't know how manypeople are watching.
(26:06):
There are thousands of peoplethat will see your social media
and never, never, let you knowthey were there.
They're not going to like it,they're not going to make any
comments on it, but they'regoing to watch it and they're
going to follow you until theyfeel comfortable with.
Okay, I want to engage with thisperson or this company.
And in the B, in the B2C space,I would say, yeah, go right to
(26:27):
some sort of individualized,very personalized email, direct
message, something along thatway that provides a strong call
to action, links to here's howyou do the product, get more
information, whatever right away.
So those are the two differentvariables between the spaces.
Speaker 1 (26:46):
And I want to expand a little bit on what you said,
because something we've noticedwith our leads from social media
is most of them because youmentioned something about a lot
of other people see yourquestion, they see your answer
We've noticed that a lot of ourclients that come to us have
never engaged, but they've beenwatching and so they may feel
(27:09):
like they were going to getstuck in a sales funnel if they
engage or show that they're eveninterested.
And I found that veryinteresting because you know,
sometimes when you're in thegrind and you're posting and
you're like nobody's watching,nobody's liking, nobody's,
there's people watching you, Ipromise.
Speaker 2 (27:26):
Absolutely, absolutely.
And you know you brought up avery important point that you
know people are.
They know they know, especiallyespecially in the B2B space on
LinkedIn they know, when theyengage, that there is a
potential that they're going toend up in a funnel and that
they're, you know, somebody'sgoing to reach out to them, but
they understand that.
So the the key there is tofocus again on their problems or
(27:50):
issues.
If your content addresses theproblems, issues that they're
having, or asks them aboutcommon problems and issues, what
they're actually doing isthey're identifying yeah, I have
that, or yeah, I see myselffacing that in the near future,
something along those lines, andso then it's up to you to
approach it in such a way thatyou're not going hey look, I'm
(28:11):
going to put this high pressurepitch on you.
No, nothing like that.
It's a way to reach out and go.
I'd like to learn more aboutthe problem you're experiencing,
because, whereas the theme maybe common, your individual
experience with it might bedifferent.
I'm really curious to find outmore.
Now you're focusing on them,you really want to deeply
understand it.
You are understanding thembefore you're trying to ever
(28:33):
offer them anything Generally,what I found in that respect,
and what works for most of myclients is by doing that.
What they've done is they've hadthat initial conversation
focusing on that curiosity andthat person goes well, tell me,
can you solve my problem, canyou help me?
How can you help me?
They ask you.
They literally start asking youplease present your product to
(28:56):
me.
Now that you understand myproblem, please tell me how you
can help.
And that's the difference thatthe power of that online
presence, that social media, has, because they've probably
looked at a lot of your content,they've looked at your profile,
they've determined that theyfeel a certain level of trust
with you that can, that willdeepen over time.
They feel that they know aboutyour product or service
holistically.
(29:16):
Now they need to know how youcan help them.
And that's where that, thatthat authority and that trust
and that voice comes into play.
Speaker 1 (29:25):
Absolutely.
I had a new client this weekthat we started working with and
I'll never forget.
I said do you have any morequestions?
And she said no, I've watchedmost of your YouTube videos,
I've listened to a lot of yourpodcasts and I was like what?
Nowhere did I find her.
We weren't even connected oranything.
So they're out there oranything?
(29:46):
So they're out there.
So I do have a question that alot of business owners will ask
and you might have some bestpractices on this when would
someone put someone in as a lead?
So, in other words, justbecause we come across somebody,
I don't want to just bombard myCRM with a whole bunch of cold
leads.
At what point is it best to say, okay, this is an actual lead,
(30:09):
let's start running them throughthe stages, versus just let me
upload every contact I have andstart there?
Speaker 2 (30:17):
You know, generally, if you're working a good, solid
outreach campaign be it throughsocial media, email, things like
that once you get that firstacknowledgement that a problem
exists, or you get that firstnibble that there's curiosity in
your service and your solution,that's when you put them in.
You need to get that feedback.
The minute you have thatfeedback, you put them in as a
(30:38):
lead because at that point intime they've raised their hand.
They've said you know, I'm open, I'm open to listening, I'm
opening to checking it out.
So you need to be prepared forthat.
There's no reason to take a listand just go down the list
because you don't even know ifthey have the problem that you
solve.
You don't even know if they'reaffected by what you do.
You literally could be burninga bridge because in the future
(31:00):
they might, and right now they'dbe going this is ridiculous and
block you or spam filter you,and now your emails aren't going
to go through in the future.
So look for that.
Any sort of reaction, any sortof insight.
That's that hand raised, that,be it virtual or you know you
happen to actually get emailresponse from there, whatever
that's when you put them in.
Speaker 1 (31:19):
You mentioned you know sales pitch earlier and I'm
sure you, like me, probably get20 to 30 a day of someone asked
to connect, we connected andthen all of a sudden I get this
novel of everything they do.
So what are your thoughts on?
Let's say, someone does kind ofraise their hand, as you
(31:42):
mentioned, and I ask thisbecause some people will take it
offline and go straight to myemail inbox because my contact
information is on LinkedIn Kindof what are some good practices
of?
Okay, I think I have permissionto email them.
Is it you ask them or you justkind of do it?
Speaker 2 (32:01):
So my theory or my suggestions for best practices
on that are very simple.
You know, if they connect withyou, then thank them for the
connection and say, hey, I hopeyou find great insight in you
know my content.
Please feel free to ask anyquestions.
Now you've opened that door andyou've put no pressure on them,
right?
That would be like within ashort time frame after they
(32:25):
connect.
Then what you do is, in a coupleof days, when you put out
something more that's againrelevant to, maybe, the subject
matter that they initiallyreacted, to go just send them a
little note with a link to thatpiece of content, or send them a
little note with a link toinformation on your website.
Go, hey, just curious.
I don't know if you check thisout.
I'm curious about you know anyissues like this you're
(32:47):
experiencing and I thought thismight be beneficial because this
is how we met and now you'rejust feeding them value.
You're keeping them warm,you're nurturing them.
You're feeding them valueBecause, remember, they were
just an observer until theyraised their hand.
And you're doing that and yougo hey again.
At the end you go if you haveany questions?
hey, I'd be up for just aconversation.
(33:08):
No, if you have any questions,hey, I'd be up for just a
conversation.
No pressure, no sales, just aconversation about what you're
experiencing right now.
Put your calendar link in thereor put a link to how they can
set up an appointment with you.
If you don't have a calendar,like a Calendly or something
like that, Just go.
Would love to have aconversation and understand your
business more Really.
That's the best way.
Again, it's about opening aconversation.
(33:29):
Nobody wants to be put into asales funnel.
Nobody wants to be put into asales process.
That's why cold calls stoppedworking.
People did not want to getpressured into.
I need a meeting and when canwe have our next meeting and
what are our deliverables?
Speaker 1 (33:41):
And no, no, no.
Speaker 2 (33:42):
They don't want that.
They want to have their ownkind of self-guided journey, as
it were.
The old saying everybody lovesto buy, nobody loves to be sold.
So think about how you buythings and treat them that way.
How do you buy something?
What sort of process or whatsort of field do you like?
That's probably what yourcustomer likes too.
We all have a pretty muchsimilar MO in wanting to
(34:06):
purchase something or wanting tolearn more about something.
So follow your gut.
Don't expect your, your, yourprospects to be vastly different
than you or fall into yourprocess because they're supposed
to understand.
They're the prospect and you'rethe.
You're the seller.
You know that doesn't work.
Speaker 1 (34:20):
Yeah, no, that's, that's good advice.
Well, I don't want.
I don't want you to give allyour secrets away.
Let's move into your business.
The.
The title of our show is SmallBusiness Pivots.
How long have you been anentrepreneur?
Speaker 2 (34:34):
So I actually started my business about two and a
half years ago.
After 30 years in corporateAmerica, I decided, you know, I
kind of want to just dosomething I'm passionate about,
and that was always helpingsalespeople, sales professionals
and small businesses grow.
And so that's when I took theskills that I used in leading
sales teams that I, like I didin corporate America, just
(34:56):
taking those skills and teachingthem to as many people as I
could, and that's that's reallywhat it was all about.
I even when I was a VP of salesin very large organizations
where I ran nationwide teams formultiple brands, I never
stopped selling.
I still made cold calls, Istill worked leads, I still gave
(35:18):
presentations and closed dealsand I did customer service after
the fact, because I neverwanted to lose my edge.
I never wanted to lose thatcurrent what's going on in the
marketplace, because that wasthe best way I could help the
salespeople that I wasresponsible for.
They didn't work for me.
I was responsible for makingtheir world better, and so
that's what I do now.
I help sales professionals ofall kinds from all industries
(35:43):
get better, reach more clientsmore effectively, close more
deals, and that's what I'm allabout.
You can find me on LinkedIn.
I'm actually a LinkedIn topvoice for sales and it's one of
the key things that help add tomy credibility.
A couple of years been reallyfocused on that.
I put out content just like Isuggest.
(36:05):
I teach exactly what I do.
My business flows verysuccessfully because of these
practices and I help others dothe same thing.
Speaker 1 (36:13):
Any pivots that you've experienced in your
entrepreneurial journey that youcould share.
Speaker 2 (36:20):
Yeah, I would say, the one thing that people really
, really don't get about socialmedia is it's not about having a
million followers, it's notabout I have to go viral every
time I do something.
I'll give you a perfect example.
I was actually teaching a groupfor a company about a year, a
little over a year ago, and theywere saying hey, can you make
(36:42):
viral content?
And I go, yeah, I can.
They go on LinkedIn, you canmake viral content.
I'm like sure, and I go it'snot beneficial because I'll
reach a lot of people.
I have a lot of people go Ooh,that's cool, but they won't buy
from me because they're not mytarget audience.
I'd rather reach, you know, athousand, 1500 people that are
potential actual buyers than Iwould a million people in
(37:02):
general because they can't buy.
The vanity metrics don't meananything and that's the big
pivot it used to be in socialmedia.
Years ago you needed the vanitymetrics.
You don't anymore.
A perfect example like onLinkedIn in the B2B space.
I know people out there thathave 100, 200,000 followers on
LinkedIn.
They don't make a dime onLinkedIn.
(37:23):
I know people that have 1,500followers on LinkedIn and
they're making six figures ayear.
Speaker 1 (37:29):
That is a great point .
I've mentioned it before and Icannot say it enough times.
There's two things that I'dlike to expand on.
That One is as a business coach.
I've actually had someinfluencers call me with over
half a million, over 500,000connections, followers, and they
can't pay their bills becausethey're not making any money.
(37:51):
And then the other one is I'min Oklahoma City, but I do have
some people in California that Iknow that drive the nice cars
like you would expect inCalifornia, being approached by
people.
Hey, can I pay you $1,000 totake a video shoot next to your
car?
To take a video shoot next toyour car?
And people that have the reallynice houses are approached by
(38:12):
people.
Hey, can I pay you something tohave a photo shoot in your
house or your pool or whatever?
So vanity metrics is a thing ofthe past.
So I appreciate you sharingthat for sure.
So what are some tools,resources that you have
available for people if theywant to learn more?
Speaker 2 (38:30):
So for me, what I do is I first of all, profile
optimization, like for in theB2B space, on LinkedIn is your
virtual business card.
It's your first impression,it's your.
Basically, you make that yourlanding page for your business.
So I have a free ebook thatanybody can have on how to
optimize your profile onLinkedIn.
That's my main focus, my mainplatform and as well as I also
(38:54):
share with you some of my chatGPT prompts to help you research
, find your best target audience, where they're located, how to
reach them, subjects you shouldbe discussing to start getting
their attention.
Those are my two biggestgiveaways that people ask me for
the most.
And if you reach out to me onLinkedIn, anyone can find me on
(39:14):
LinkedIn and it's just my name,chad Johnson.
Please search me.
There is a few Ocho Cinco pagesout there.
I'm gonna tell you.
You have to weed through acouple of those, but yeah, you
can locate me there.
And as well as you can reach meby my corporate email, which is
info at make prospecting sucklesscom.
(39:35):
Because, let's face it, insales, the hardest part is
prospecting.
It sucks Well.
I help make it.
I help make it suck less.
So info at make prospectingsuck lesscom.
Send me an email there.
I'll be glad to have aconversation with you and send
you my review sources.
Speaker 1 (39:51):
Well, you've been a blessing to many today.
You've been very helpful.
I appreciate it, and I alwayswrap up with one question, and
that is, if you had a room fullof business owners of various
seasons, industries of business,what is one thing you could
tell them, as an entrepreneuryourself, that could give them a
voice of hope or be applicableto all of them?
Speaker 2 (40:11):
You know, this is what I tell everybody.
It doesn't matter what themarket is, it doesn't matter
what the economy is, it doesn'tmatter, you know what's going on
around you.
What matters is is how clearlyfocused you are on your target
audience's problems, because itdoesn't matter what the
situation in the world is,People have problems.
They still need solutions andit's the people that make that
(40:32):
emotional connection to theirsolution the best that win that
business.
So make that connection thebest.
Speaker 1 (40:38):
Great advice.
Well, again, thank you so much.
Wish you a wonderful day andmuch more success, and we'll I
encourage everybody to reach outto Chad, get those pipelines
full.
And I encourage everybody toreach out to Chad, get those
pipelines full.
Speaker 2 (40:50):
Thank you, michael, I appreciate it being here.
Have a great one, my pleasure.
Speaker 1 (40:53):
Thank you for listening to Small Business
Pivots.
Please don't forget tosubscribe and share this podcast
.
If your business is stuck, youneed help creating a business
that can run without you, or youneed a fast business loan or
line of credit, go to ourwebsite
businessownershipsimplifiedcomand schedule a free consultation
to learn why small businesssuccess starts with Boss.
(41:15):
If you want to talk anythingsmall business related, email me
at michael atmichaeldmorrisoncom.
We'll see you next time onSmall Business Pivots.
All right, welcome to another Small Business Pivots
podcast.
Today we have a special guestjust down the highway from where
I'm at.
Introduce yourself, because noone can introduce themselves
like the owner of their business.
Speaker 2 (00:14):
And what I do is I founded a sales method called
the Create Sales Method and Ishow sales professionals and
business owners small businessowners how to find new customers
at scale and grow theirbusinesses.
Speaker 1 (00:43):
Wow, what every small business owner needs to hear.
Speaker 2 (00:44):
So they need to buckle up today.
Where are you coming to us fromin this beautiful planet?
So I'm in the Dallas Fort Wortharea and I work with actually,
I work with businesses all overthe world.
I have customers here in theUnited States and I have them as
far away as Australia.
So the internet the internethas made that.
Made that possible for all ofus.
Speaker 1 (00:58):
So you're saying, no matter where you're at on this
planet, you need sales.
Oh absolutely, absolutely so.
Is that what we're going tohelp our listeners with, or have
you got a couple other thingsup your sleeve?
Speaker 2 (01:12):
You know, I think really what it comes down to is,
yeah, we're going to help themgrow sales, but talking about
prospecting and really what theimportance is, I mean, every
small business wants to find newcustomers and the thing that
they don't realize is they havea lot of leads that they're not
even nurturing, that they're noteven utilizing.
Now they're looking for moreand new and they aren't really
(01:33):
seeing what they're missing.
That's already in front of themas well.
You know, I mean you take, forexample, you have a small
business owner and maybe theyhave a CRM that they're not
using very effectively, or maybethey don't have a CRM at all
and maybe they're doing someonline.
You know, social media.
Maybe they're on Instagram,linkedin, tiktok, whatever.
And they're not seeing thebuying signs from those
(01:55):
potential customers that theyhave just in the engagement with
their content.
It's things like that that makeall the difference in the world
.
And so, you know, I think whathappens is a lot of small
business owners get caught up inthe weeds.
They're doing the day-to-daythings, they're trying to make
sure that you know, everything'srunning smoothly and they're
not really focusing on nurturingthose leads that they have and
(02:17):
really expanding their customerbase.
Speaker 1 (02:19):
Yeah, well, that's powerful.
So let's introduce the show andthen we'll just get started,
because this sounds verybeneficial to every business
owner.
Welcome to Small BusinessPivots, a podcast designed for
small business owners.
I'm your host, michael Morrison, a small business coach and
founder of BOSS, where we makebusiness ownership simplified
(02:42):
for success, so that you can owna business that runs without
you.
To learn more, go tobusinessownershipsimplifiedcom.
Well, welcome back to the show.
We are going to talk sales.
Every business must have cashto turn into more cash and you
get that from sales.
So anything you want to startwith right away that you see
(03:04):
could benefit small businessowners.
Speaker 2 (03:06):
before I kind of ask my list of questions, yeah, I
think the first and primarything that every small business
owner needs to do is have astrong online presence.
You know, whether you're B2C orB2B, you need to find the right
social media for you to be outthere and really sharing good,
valuable content to your targetaudience so that you're growing
(03:27):
your authority, your brandvisibility, all those things.
If you're not on social mediaof some kind, then you're really
missing out on the opportunity,because the traditional methods
of emailing and direct mail andcold calling they really aren't
producing great results anymore, and so you need to meet your
buyers where they are.
Your buyers are online, sothink about it Whenever you want
(03:51):
to find information on anything, whether it's something you
want to buy, something you'rejust curious about.
What is the first thing all ofus do?
We go online, we Google it,right.
We do something, go on socialmedia, and so I think that's the
most important thing to setthat trend.
All small business owners haveto be online.
They have to have a strongonline presence.
Speaker 1 (04:10):
Can you give some advice to the small business
owners that are just so deep intheir business they don't really
have time to do that becausethey can't be.
What is there?
Probably a thousand differentplaces to be on the internet, or
more, so how can they decidewhere to be?
Speaker 2 (04:26):
You know, really it's it's going to come down to.
Are you more focused onconsumers?
You know, b2c or B2B.
If you're a B2B business, rightnow, the best place to be bar
none is LinkedIn.
You need to be on LinkedInbecause that's where your B2B
buyers are.
Oddly enough, 75% of B2B buyersuse social media to make their
buying decisions.
(04:46):
Is that not powerful?
50% of those B2B buyers useLinkedIn as their most trusted
source.
So if you're in B2B space, youhave to be there In the B2B
space.
That's where you've got yourTikTok, instagram, facebook in
the B2C, and those are greatavenues, you know.
Get out there with your videos,get out there with your message
and really start building thatpresence.
Speaker 1 (05:10):
Would you say or have some advice on how much time to
spend, so that a business ownerknows the frequency?
Speaker 2 (05:19):
You know consistency is everything you know and each
platform has its own way.
You know if you're on TikTok orInstagram or Facebook, you know
you could be once or twice aday.
I mean really, you don't haveto be doing it 20 times a day.
Some people are out there tryingto kill themselves putting out
content every 15 minutes orsomething.
You don't need to do that.
You just need to be consistentso that your audience is like,
(05:41):
hey, I can expect something newonce or twice a day from this
particular you know, once theyget involved, they can watch for
your new content.
You know, on a site likeLinkedIn, if you're in B2B, one
post a day, really every day ofthe week, you know, not Saturday
and Sunday, Monday throughFriday one really strong post a
day and then nurture the peoplethat engage with that content.
That's really all you're goingto need.
(06:02):
And the way to not get boggeddown in that is is if you're
encompassing not only you knowtext, but you're using video and
illustrations and things likethat, you can actually make like
one video and take pieces fromthat video and make four or five
, six pieces of content, sixpieces, you know, posts that you
(06:23):
can put out on those platforms.
So you, you know, utilize yourtime effectively.
And the other thing that I wouldsay is take those redundant
tasks that you have and automatethem, and that's why CRM is so
powerful.
You know.
You take even something thatisn't you know necessarily, you
know, like Salesforce, but youput something like PipeDrive or
there's a lot of Zoho, there'sso many out there where they
(06:45):
have automations, chatbotsthat'll process your leads.
They'll send them a thank you,you know, a quick hey, we're
going to get right back to email.
When they respond to a form or,you know, answer some questions
or send in a query, I mean, andthen really allow those things
to share up or to shore up moretime for you to create your
content and for you to get yourmessage out there.
Do?
(07:05):
what's important and automate asmuch of the mundane things as
you can.
Speaker 1 (07:13):
So I know some of our advanced listeners that their
business is a little moreestablished and they probably
have a good sales team, salesdirector, manager, if you will
probably have a CRM, but I knowa lot of our listeners probably
don't know what a CRM really isbecause, if you're not watching
this on a video, I'm holding upbusiness cards.
(07:33):
This is how most business.
This is their CRM.
They have a stack of businesscards on their desk, in their
car, in their truck, wherever,and they just oh, yeah, I need
to call Ron.
Oh, I forgot to call Austin.
That's their CRM.
So can you kind of explain howa CRM works and how, how easily
to manage it?
Speaker 2 (07:54):
Yeah, and that's exactly you know.
I mean, let's, let's go back toyou know, crm is client
relationship management.
That's what the system is allabout.
It helps you make sure youdon't forget to call somebody or
that you don't, but what itreally does is it will intake
your leads.
It will also help you automateyour emails that are going out
to prospective clients and yourcurrent client base.
(08:16):
It also stores all the data thatyou need to know about the
history of your interactionswith that customer, from the
time you first met them to thetime that, possibly, they came
to work with you and became apaying customer and everything
that's happened.
And you need that wealth ofinformation.
You need to understand and havethat history at your fingertips
and not have to dig through abunch of notes or flip through a
(08:37):
bunch of tablets to go.
Where did I write that note?
It's right there.
Plus, it also provides you kindof your to-dos for every day.
You look at it and you go, oh,there's something you're
supposed to get back to.
Well, in the morning, when yougo very first, go into your CRM
and look at it, it's going totell you hey, here's your daily
tasks, here's things that yousaid you needed to do, let's go
do them and hold you accountable.
(08:57):
What it really does is it givesyou the ability to not have to
rely on your memory, not have torely on something that could be
destroyed, like a notebook whenyou spill your cup of coffee or
whatever.
It's a place where all yourdata can always be housed, and
those automations to shore upthe time that it takes to do
emailing and looking at all theleads and generating different
(09:21):
pieces of business, yourpipeline and looking at what you
have in your sales funnel andall.
It organizes everything for youand puts it in one nice,
visible picture.
We like to call it thedashboard, and as long as you're
putting that good, solid,relevant information in there,
that's how you know what yourpipeline is really worth, what's
its value, and it gives you theability to even rank them.
Hey, these are some that arereally hot leads, these are some
(09:42):
that are wishlist leads andeverything in between.
It keeps you focused and givesyou that ability to really
acquire new customers in ameaningful way, and it
accelerates your ability to sellthose clients.
Speaker 1 (09:55):
What would be a good practice on setting up the
stages for someone that's neverhad a CRM.
I call them stages as they'removing along in the sales
process.
How could one establish that?
Because I know a lot of peoplethat I work with as a business
coach the business owners.
They're like okay, the CRMlooks great, but this looks like
(10:16):
a lot of work just gettingstarted because they don't have
their stages developed.
So can you kind of give someadvice on that?
Speaker 2 (10:23):
Yeah, I mean, keep it real simple at first.
I mean it doesn't have to beintricate.
So the very first time that youmake a connection with somebody
, be it via email or phone orvideo chat or whatever it is,
you put them in what I call adiscovery phase.
They're learning about you,you're learning about them.
You set up a meeting toactually discuss the opportunity
, your product, your solution,their problems, all those things
(10:43):
.
Now, opportunity, your product,your solution, their problems,
all those things.
Now you're in the meeting phase.
Once you've given thatpresentation about your product
or service, then you're in thepresenting phase, maybe the
demonstration phase, if you haveto show them how your product
or service works.
Say, you're a SaaS, you build aSaaS product, or something like
that.
But keep it really simple sothat you know where you are at
(11:03):
any time you can look at yourdashboard and go, wow, I've got
10 customers that are indiscovery.
I've got so many that are inmeetings, so many that I've
presented to so many that werein negotiation.
You know, negotiation workingto close, you know.
And then, of course, onebusiness and lost business.
You also need to keep track ofthat, because lost business is
lost today.
It's not lost for forever.
(11:23):
You don't want to lose thosepeople.
You still want to keep in touchwith them.
You don't go okay, well, I lostthat one, move on, you're going
to get back to them in thefuture.
So I mean, really, it comes downto just keep it simple three or
four different stages and whenyou look at your pipeline then
you'll know where you havestrength and where you have need
.
You know if you've got a lot ofpeople in the presenting and
(11:44):
negotiation phase but you don'thave many people in the
discovery phase, you know youneed to be out there prospecting
Because once you quote, unquote, empty that pipeline and either
win or don't win that business,where's your next customer
coming from?
So it helps you stay in linewith what you need to be doing.
If you've got plenty in thediscovery phase, well, now you
know, okay, you're not movingyour pipeline fast enough.
(12:06):
You need to be getting in withthese people and going hey, we
need to set up meetings.
Hey, we need to haveconversations, we need to talk
about this.
It tells you what you need todo and when you need to be doing
it, because it also lists youknow hey, this is zero to 30
days 30 to 60 days, 60 to 90.
It tells you everything youneed your timeline, your
velocity, how much you have,what it's worth because you're
(12:26):
going to put in there potentialestimated value of what that
sales worth to you.
I mean, it's invaluable, thedata that a CRM has for you.
Speaker 1 (12:35):
A few weeks ago we had Karen Grill on and she
focused on sales funnels.
So how does a CRM align orintegrate with your sales funnel
?
Speaker 2 (12:47):
Well, what it does is it gives you again, it gives
you an outlook of it, takesthose phases, those stages that
you've set up, and shows you thevalue by percentage, and that
really again goes back tohighlight where do you need to
be focusing your efforts, whatare you strong in and what do
you need to improve.
Because it puts it in a funnelform.
Discovery phase is at the topof the funnel and it's a big
(13:10):
piece and it's going to have acertain value to it all the way
down to the bottom where you'renegotiating to close.
And so that is just animportant quick glance into
being able to look at okay,again, like we were just talking
about, I've got a lot of peoplein discovery phase, but I'm not
having a lot of meetings why.
It gives you the ability to goin and break down what am I
(13:30):
doing?
That's not getting meetings.
It allows you to really analyzeokay, I've gotten a lot of
initial bites, but now I need toget into meetings.
Why am I not getting them there?
Or I have a lot in thepresenting negotiating phase.
Oh, what's going to happen in30 days when I run through and
completed all of theseparticular prospects that I have
(13:50):
.
I don't have anything in thetop of the funnel to restart the
process, I'm going to besitting flat in the water with
no growth.
So you need to be prospectingand finding again more of those
new discovery people.
So that's really where it comesin.
It's more just a visual of thehealth of your business as far
as consistent flow of revenue,and that's what you're looking
for.
You got to keep that consistentflow.
(14:12):
You don't want to have theconstant ups and downs.
You want to make sure that youhave a continual pipeline of
opportunities and then you getto really learn.
At that point in time, evaluateyour processes.
You know, and you'll, becauseyou'll see where are you winning
or losing customers.
If you're not getting past themeeting phase and you'll notice
(14:33):
that you know 80% of the peoplethat you get into the meeting
phase are not getting into thenegotiating potential close
phase it's going to tell you hey, you're not getting there.
So what do you need to change?
What are you doing?
What do you need to dodifferently?
So those insights tell youwhere you're winning and where
you're maybe not winning.
And that's what's reallyimportant as well, because a lot
of small businesses are likewhy did I lose that deal.
(14:55):
What did I not do?
What did I not do?
What did I not say?
What you can do when you have aCRM is you can go back and you
can look at the notes with thoseconversations and what you've
put in about those customers andgo, huh, okay, maybe you
might've put in there, I missedthis or I missed that.
Now you're learning.
How are you improving yourpresentation?
How are you improving thatinitial meeting?
How are you improving thatprospecting piece or the
(15:17):
negotiating piece?
How are you improving thatprospecting piece or the
negotiating piece?
You can start to see the trendswhere you need to work.
It provides you that whole 360view of not only the customer
but you and your internalprocesses and what you're doing.
Speaker 1 (15:30):
Yeah, those are great points, and I read something
not too long ago you may know,of a different statistic,
because you mentioned somethingabout if one stage gets a little
more empty than the others, youbetter go do something.
I read something that it'snight like whatever you're doing
today, 90 days is kind of theaverage for what you'll see from
(15:52):
your efforts today.
So, in other words, like if youtake a week or two or a month
off from generating leads, inabout two or three months you're
going to feel that Is that kindof or do you have another
statistic or a word of advicefor that?
In other words, be consistentalways.
Speaker 2 (16:09):
Yeah, and and you know that's that's a good rule
of thumb in the B2B space.
I mean, you know 60 to 90 daysis where you're going to notice
where your lapses were if youdon't do something about them.
But what that statistic doesn'ttell you is the actual impact
it's going to have in 60 to 90days, because it doesn't tell
you how long it took you togenerate enough discovery or
(16:32):
meeting phase clients to get tothe close phase.
So not only do you lose thattime where you don't have enough
in your pipeline, it doesn'taccount for the number of days
or weeks that it's going to takeyou to start building that
pipeline back up.
And that's where the real lossis, because that could be
another 60 to 90 days in itself.
So what?
When you feel it, when you feelthat effect, then how you
(16:56):
recover from it is usually anequal to a little bit greater
period of time, and that's wherethe real how shall I say damage
to the business comes in.
So yeah, in the B2C space it'sa lot shorter.
It's probably you're going tonotice it within 30 days,
because you know it's usually acontinual grind.
B2c is very transactionalversus.
You know more relationship,sale and longer term customers
(17:21):
being built in the B2B space.
So I like to explain it thisway and here I'm going to tell
you a really quick story.
I like to tell stories.
If you were, I like baseball.
Do you like baseball, michael?
Absolutely Okay.
So let's say we're in YankeeStadium, okay, and I took you to
the very highest row in YankeeStadium and I handcuffed you to
(17:44):
one of the seats in that top row.
Now I go down to the pitcher'smound and I take an eyedropper
and I start dropping drops ofwater from that eyedropper onto
the pitcher's mound and thatvolume doubles every second.
I go one, then I go two, then Igo four, then I go eight and
you get the theory right NowYankee Stadium's huge right.
(18:07):
How long do you think that itwould take from the time I
dropped that very first drop onthe pitcher's mound to get up to
you in the very top row?
How long do you think you'dhave to escape those handcuffs
before Yankee stadium wasoverflowing with water?
Speaker 1 (18:23):
Oh my God, can't, even imagine.
Speaker 2 (18:27):
Take a guess, just for the heck of it.
Speaker 1 (18:29):
I've years, I decades .
Speaker 2 (18:33):
Yeah, you know that's .
That is exactly what a lot ofpeople think.
That's because the actualacceleration of that is
exponential.
Think about it's doubling involume every time that dropper
drops.
Okay, believe it or not, itwould actually take about 45
minutes, is that right?
Wow, yeah, about 45 minutes.
(18:55):
And the point at which youwould have the pitcher's mound
covered with water so that youcould actually see, oh my gosh,
yankee Stam's actually fillingup, happens somewhere around
minute 37, 38.
So by the time you recognize ohmy gosh, the stadium's filling
up, you only have about eightminutes left before it's going
(19:16):
to catch up to you, because thefirst 37 minutes were just
getting you to where it'sstarting to really double that
volume.
That's what a CRM does.
It shows you not only whereyour deficiencies are, but it
shows you the exponential effectthat it's going to have if you
don't address it in a very shortperiod of time.
By the time you see thatproblem, it could be too late if
(19:38):
you don't have a good CRMthat's giving you those insights
beforehand.
Speaker 1 (19:44):
So compound effect.
You know?
Yeah Well, you're listening toSmall Business Pivots.
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Now let's get back to ourincredible guest.
So your business.
(20:47):
How does your business helpwith this sales pipeline?
Speaker 2 (20:52):
What I do is I help small businesses meet their
customers where they are, whichis online where we started the
conversation and primarily, mostof the customers that I work
with are in the B2B space.
They are either small businessowners and I also even work with
enterprise sales teams in howto prospect online to meet those
(21:13):
buyers those 50% of B2B buyersthat use LinkedIn almost
exclusively and that other 25%of B2B buyers that use LinkedIn
also.
I show them how to target them,put the right content
strategies out there and thenuse the right conversion
strategies to turn them intocustomers at scale.
And the very biggest aspect ofthat is people say, well, how
(21:36):
many more leads can I expect?
And I go.
It's just about more leads.
It's about the quality of leads, because when you're doing it
through that fashion and they'regetting to engage with your
content before they ever speakto you, you have the ability to
remove a lot of the commonobjections, answer a lot of the
common questions that you wouldface in a normal cold outreach
(21:56):
situation where you've not hadany engagement with these people
.
And so I teach B2B salesprofessionals, be it small
business owners, enterprisesales teams, and I even work
with very high level sales, b2bsales representatives who are
just looking to upskillthemselves through some of my
courses and that's what I teachand what I found and what my
(22:19):
clients experience is that theyclose 40 to 50% more new
business than they did beforethat.
Even intrinsic things like, forexample, I went to I'm working
with one company right now huge,they're $150 billion a year
company but they had a 50% noshow rate to meetings coming out
(22:41):
of their their salesdevelopment reps and it was
because that, you know, theseclients had no basis and they
were selling the meeting, notthe service or the product.
Well, in just 90 days we tookthat 50% no show rate to their
meetings down to under 10 in 90days.
So, even though their quantityof appointments didn't
(23:03):
necessarily increase that first90 days, that increase in
quality exponentially impactedthe bottom line.
Their revenues and their saleswent through the roof.
Speaker 1 (23:12):
Wow, I can't say that any better.
That's powerful stuff.
So do you have any tips for?
I know some small businessowners.
They try to engage with peoplebut a lot of people have kind of
just given up on their inboxand not responding replying.
Any advice for how someonecould start that conversation so
(23:35):
that someone doesn't feelspammy?
Speaker 2 (23:39):
You know, the best way to start any conversation is
to ask a question and if youhave had any kind of interaction
with them at all if it's beenan email if you've had some sort
of interaction with them or youknow a little bit about their
business, you've done yourresearch, you know something
about them, their business is.
Ask a question because what'severybody's favorite topic?
Talking about themselves.
(23:59):
Give them that opportunity,open that conversation and do
their business is.
Ask a question because what'severybody's favorite topic
talking about themselves.
Give them that opportunity,open that conversation and do
not pitch pitching and a firstin a first contact is not the
way to go anymore.
People don't want to be pitched, but everybody likes to have a
conversation and that gives youthe ability to understand where
they are, what problems orissues they may be facing, what,
(24:19):
what their goals and objectivesare.
You'll learn those things andyou'll be given permission to
then make that presentation.
And this is in more of the B2Bspace.
In the B2C space, you know whereyou're more transactionally
looking hey, I've got a product,I just want you to see the
benefits and you know and go buyit.
Then what you really need to dois you need to ask a question
(24:40):
about how you know that's goingto relate to a problem that's
not being addressed by nothaving your product.
And go right to the heart of it.
Hey, if you don't have thisproduct, how are you dealing
with this?
That's making your lifemiserable, you know.
Really, go right at the heartof it because at the end of the
day, it's all about an emotionalconnection.
You make an emotional connectionwith someone in the B2B space
when you show you care aboutthem, their problems, what their
(25:02):
goals are.
And in the B2C space you makethat emotional connection by
going I know you have thisproblem, this product solves
that problem.
How long are you going to livewith that problem?
So just make sure that you'redealing with your customer,
whether it's a direct consumeror a business.
Space is what is important tothem.
(25:23):
It's not about you, it's notabout your products, not about
your services, like how you knowyour life is this way right now
.
Do you want to make it better?
Let's talk.
Speaker 1 (25:32):
Would you recommend that someone start that question
, that conversation, on thepublic forum or move straight
into the inbox if they're tryingto generate leads?
Speaker 2 (25:44):
you know, I think in the B2B space, do it right on
the public forum because youthink about it, and I think most
B2B professionals and B2Bbusinesses know this there is a
set of common questions andobjections that come with every
product and service.
So if one person asks you aquestion on a public forum,
answer it, because they're notthe only one with that question.
So answer it so it's out thereso that others can see it,
because you don't know how manypeople are watching.
(26:06):
There are thousands of peoplethat will see your social media
and never, never, let you knowthey were there.
They're not going to like it,they're not going to make any
comments on it, but they'regoing to watch it and they're
going to follow you until theyfeel comfortable with.
Okay, I want to engage with thisperson or this company.
And in the B, in the B2C space,I would say, yeah, go right to
(26:27):
some sort of individualized,very personalized email, direct
message, something along thatway that provides a strong call
to action, links to here's howyou do the product, get more
information, whatever right away.
So those are the two differentvariables between the spaces.
Speaker 1 (26:46):
And I want to expand a little bit on what you said,
because something we've noticedwith our leads from social media
is most of them because youmentioned something about a lot
of other people see yourquestion, they see your answer
We've noticed that a lot of ourclients that come to us have
never engaged, but they've beenwatching and so they may feel
(27:09):
like they were going to getstuck in a sales funnel if they
engage or show that they're eveninterested.
And I found that veryinteresting because you know,
sometimes when you're in thegrind and you're posting and
you're like nobody's watching,nobody's liking, nobody's,
there's people watching you, Ipromise.
Speaker 2 (27:26):
Absolutely, absolutely.
And you know you brought up avery important point that you
know people are.
They know they know, especiallyespecially in the B2B space on
LinkedIn they know, when theyengage, that there is a
potential that they're going toend up in a funnel and that
they're, you know, somebody'sgoing to reach out to them, but
they understand that.
So the the key there is tofocus again on their problems or
(27:50):
issues.
If your content addresses theproblems, issues that they're
having, or asks them aboutcommon problems and issues, what
they're actually doing isthey're identifying yeah, I have
that, or yeah, I see myselffacing that in the near future,
something along those lines, andso then it's up to you to
approach it in such a way thatyou're not going hey look, I'm
(28:11):
going to put this high pressurepitch on you.
No, nothing like that.
It's a way to reach out and go.
I'd like to learn more aboutthe problem you're experiencing,
because, whereas the theme maybe common, your individual
experience with it might bedifferent.
I'm really curious to find outmore.
Now you're focusing on them,you really want to deeply
understand it.
You are understanding thembefore you're trying to ever
(28:33):
offer them anything Generally,what I found in that respect,
and what works for most of myclients is by doing that.
What they've done is they've hadthat initial conversation
focusing on that curiosity andthat person goes well, tell me,
can you solve my problem, canyou help me?
How can you help me?
They ask you.
They literally start asking youplease present your product to
(28:56):
me.
Now that you understand myproblem, please tell me how you
can help.
And that's the difference thatthe power of that online
presence, that social media, has, because they've probably
looked at a lot of your content,they've looked at your profile,
they've determined that theyfeel a certain level of trust
with you that can, that willdeepen over time.
They feel that they know aboutyour product or service
holistically.
(29:16):
Now they need to know how youcan help them.
And that's where that, thatthat authority and that trust
and that voice comes into play.
Speaker 1 (29:25):
Absolutely.
I had a new client this weekthat we started working with and
I'll never forget.
I said do you have any morequestions?
And she said no, I've watchedmost of your YouTube videos,
I've listened to a lot of yourpodcasts and I was like what?
Nowhere did I find her.
We weren't even connected oranything.
So they're out there oranything?
(29:46):
So they're out there.
So I do have a question that alot of business owners will ask
and you might have some bestpractices on this when would
someone put someone in as a lead?
So, in other words, justbecause we come across somebody,
I don't want to just bombard myCRM with a whole bunch of cold
leads.
At what point is it best to say, okay, this is an actual lead,
(30:09):
let's start running them throughthe stages, versus just let me
upload every contact I have andstart there?
Speaker 2 (30:17):
You know, generally, if you're working a good, solid
outreach campaign be it throughsocial media, email, things like
that once you get that firstacknowledgement that a problem
exists, or you get that firstnibble that there's curiosity in
your service and your solution,that's when you put them in.
You need to get that feedback.
The minute you have thatfeedback, you put them in as a
(30:38):
lead because at that point intime they've raised their hand.
They've said you know, I'm open, I'm open to listening, I'm
opening to checking it out.
So you need to be prepared forthat.
There's no reason to take a listand just go down the list
because you don't even know ifthey have the problem that you
solve.
You don't even know if they'reaffected by what you do.
You literally could be burninga bridge because in the future
(31:00):
they might, and right now they'dbe going this is ridiculous and
block you or spam filter you,and now your emails aren't going
to go through in the future.
So look for that.
Any sort of reaction, any sortof insight.
That's that hand raised, that,be it virtual or you know you
happen to actually get emailresponse from there, whatever
that's when you put them in.
Speaker 1 (31:19):
You mentioned you know sales pitch earlier and I'm
sure you, like me, probably get20 to 30 a day of someone asked
to connect, we connected andthen all of a sudden I get this
novel of everything they do.
So what are your thoughts on?
Let's say, someone does kind ofraise their hand, as you
(31:42):
mentioned, and I ask thisbecause some people will take it
offline and go straight to myemail inbox because my contact
information is on LinkedIn Kindof what are some good practices
of?
Okay, I think I have permissionto email them.
Is it you ask them or you justkind of do it?
Speaker 2 (32:01):
So my theory or my suggestions for best practices
on that are very simple.
You know, if they connect withyou, then thank them for the
connection and say, hey, I hopeyou find great insight in you
know my content.
Please feel free to ask anyquestions.
Now you've opened that door andyou've put no pressure on them,
right?
That would be like within ashort time frame after they
(32:25):
connect.
Then what you do is, in a coupleof days, when you put out
something more that's againrelevant to, maybe, the subject
matter that they initiallyreacted, to go just send them a
little note with a link to thatpiece of content, or send them a
little note with a link toinformation on your website.
Go, hey, just curious.
I don't know if you check thisout.
I'm curious about you know anyissues like this you're
(32:47):
experiencing and I thought thismight be beneficial because this
is how we met and now you'rejust feeding them value.
You're keeping them warm,you're nurturing them.
You're feeding them valueBecause, remember, they were
just an observer until theyraised their hand.
And you're doing that and yougo hey again.
At the end you go if you haveany questions?
hey, I'd be up for just aconversation.
(33:08):
No, if you have any questions,hey, I'd be up for just a
conversation.
No pressure, no sales, just aconversation about what you're
experiencing right now.
Put your calendar link in thereor put a link to how they can
set up an appointment with you.
If you don't have a calendar,like a Calendly or something
like that, Just go.
Would love to have aconversation and understand your
business more Really.
That's the best way.
Again, it's about opening aconversation.
(33:29):
Nobody wants to be put into asales funnel.
Nobody wants to be put into asales process.
That's why cold calls stoppedworking.
People did not want to getpressured into.
I need a meeting and when canwe have our next meeting and
what are our deliverables?
Speaker 1 (33:41):
And no, no, no.
Speaker 2 (33:42):
They don't want that.
They want to have their ownkind of self-guided journey, as
it were.
The old saying everybody lovesto buy, nobody loves to be sold.
So think about how you buythings and treat them that way.
How do you buy something?
What sort of process or whatsort of field do you like?
That's probably what yourcustomer likes too.
We all have a pretty muchsimilar MO in wanting to
(34:06):
purchase something or wanting tolearn more about something.
So follow your gut.
Don't expect your, your, yourprospects to be vastly different
than you or fall into yourprocess because they're supposed
to understand.
They're the prospect and you'rethe.
You're the seller.
You know that doesn't work.
Speaker 1 (34:20):
Yeah, no, that's, that's good advice.
Well, I don't want.
I don't want you to give allyour secrets away.
Let's move into your business.
The.
The title of our show is SmallBusiness Pivots.
How long have you been anentrepreneur?
Speaker 2 (34:34):
So I actually started my business about two and a
half years ago.
After 30 years in corporateAmerica, I decided, you know, I
kind of want to just dosomething I'm passionate about,
and that was always helpingsalespeople, sales professionals
and small businesses grow.
And so that's when I took theskills that I used in leading
sales teams that I, like I didin corporate America, just
(34:56):
taking those skills and teachingthem to as many people as I
could, and that's that's reallywhat it was all about.
I even when I was a VP of salesin very large organizations
where I ran nationwide teams formultiple brands, I never
stopped selling.
I still made cold calls, Istill worked leads, I still gave
(35:18):
presentations and closed dealsand I did customer service after
the fact, because I neverwanted to lose my edge.
I never wanted to lose thatcurrent what's going on in the
marketplace, because that wasthe best way I could help the
salespeople that I wasresponsible for.
They didn't work for me.
I was responsible for makingtheir world better, and so
that's what I do now.
I help sales professionals ofall kinds from all industries
(35:43):
get better, reach more clientsmore effectively, close more
deals, and that's what I'm allabout.
You can find me on LinkedIn.
I'm actually a LinkedIn topvoice for sales and it's one of
the key things that help add tomy credibility.
A couple of years been reallyfocused on that.
I put out content just like Isuggest.
(36:05):
I teach exactly what I do.
My business flows verysuccessfully because of these
practices and I help others dothe same thing.
Speaker 1 (36:13):
Any pivots that you've experienced in your
entrepreneurial journey that youcould share.
Speaker 2 (36:20):
Yeah, I would say, the one thing that people really
, really don't get about socialmedia is it's not about having a
million followers, it's notabout I have to go viral every
time I do something.
I'll give you a perfect example.
I was actually teaching a groupfor a company about a year, a
little over a year ago, and theywere saying hey, can you make
(36:42):
viral content?
And I go, yeah, I can.
They go on LinkedIn, you canmake viral content.
I'm like sure, and I go it'snot beneficial because I'll
reach a lot of people.
I have a lot of people go Ooh,that's cool, but they won't buy
from me because they're not mytarget audience.
I'd rather reach, you know, athousand, 1500 people that are
potential actual buyers than Iwould a million people in
(37:02):
general because they can't buy.
The vanity metrics don't meananything and that's the big
pivot it used to be in socialmedia.
Years ago you needed the vanitymetrics.
You don't anymore.
A perfect example like onLinkedIn in the B2B space.
I know people out there thathave 100, 200,000 followers on
LinkedIn.
They don't make a dime onLinkedIn.
(37:23):
I know people that have 1,500followers on LinkedIn and
they're making six figures ayear.
Speaker 1 (37:29):
That is a great point .
I've mentioned it before and Icannot say it enough times.
There's two things that I'dlike to expand on.
That One is as a business coach.
I've actually had someinfluencers call me with over
half a million, over 500,000connections, followers, and they
can't pay their bills becausethey're not making any money.
(37:51):
And then the other one is I'min Oklahoma City, but I do have
some people in California that Iknow that drive the nice cars
like you would expect inCalifornia, being approached by
people.
Hey, can I pay you $1,000 totake a video shoot next to your
car?
To take a video shoot next toyour car?
And people that have the reallynice houses are approached by
(38:12):
people.
Hey, can I pay you something tohave a photo shoot in your
house or your pool or whatever?
So vanity metrics is a thing ofthe past.
So I appreciate you sharingthat for sure.
So what are some tools,resources that you have
available for people if theywant to learn more?
Speaker 2 (38:30):
So for me, what I do is I first of all, profile
optimization, like for in theB2B space, on LinkedIn is your
virtual business card.
It's your first impression,it's your.
Basically, you make that yourlanding page for your business.
So I have a free ebook thatanybody can have on how to
optimize your profile onLinkedIn.
That's my main focus, my mainplatform and as well as I also
(38:54):
share with you some of my chatGPT prompts to help you research
, find your best target audience, where they're located, how to
reach them, subjects you shouldbe discussing to start getting
their attention.
Those are my two biggestgiveaways that people ask me for
the most.
And if you reach out to me onLinkedIn, anyone can find me on
(39:14):
LinkedIn and it's just my name,chad Johnson.
Please search me.
There is a few Ocho Cinco pagesout there.
I'm gonna tell you.
You have to weed through acouple of those, but yeah, you
can locate me there.
And as well as you can reach meby my corporate email, which is
info at make prospecting sucklesscom.
(39:35):
Because, let's face it, insales, the hardest part is
prospecting.
It sucks Well.
I help make it.
I help make it suck less.
So info at make prospectingsuck lesscom.
Send me an email there.
I'll be glad to have aconversation with you and send
you my review sources.
Speaker 1 (39:51):
Well, you've been a blessing to many today.
You've been very helpful.
I appreciate it, and I alwayswrap up with one question, and
that is, if you had a room fullof business owners of various
seasons, industries of business,what is one thing you could
tell them, as an entrepreneuryourself, that could give them a
voice of hope or be applicableto all of them?
Speaker 2 (40:11):
You know, this is what I tell everybody.
It doesn't matter what themarket is, it doesn't matter
what the economy is, it doesn'tmatter, you know what's going on
around you.
What matters is is how clearlyfocused you are on your target
audience's problems, because itdoesn't matter what the
situation in the world is,People have problems.
They still need solutions andit's the people that make that
(40:32):
emotional connection to theirsolution the best that win that
business.
So make that connection thebest.
Speaker 1 (40:38):
Great advice.
Well, again, thank you so much.
Wish you a wonderful day andmuch more success, and we'll I
encourage everybody to reach outto Chad, get those pipelines
full.
And I encourage everybody toreach out to Chad, get those
pipelines full.
Speaker 2 (40:50):
Thank you, michael, I appreciate it being here.
Have a great one, my pleasure.
Speaker 1 (40:53):
Thank you for listening to Small Business
Pivots.
Please don't forget tosubscribe and share this podcast
.
If your business is stuck, youneed help creating a business
that can run without you, or youneed a fast business loan or
line of credit, go to ourwebsite
businessownershipsimplifiedcomand schedule a free consultation
to learn why small businesssuccess starts with Boss.
(41:15):
If you want to talk anythingsmall business related, email me
at michael atmichaeldmorrisoncom.
We'll see you next time onSmall Business Pivots.
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