August 24, 2025 • 44 mins
Tired of feeling like you need to choose between making sales and maintaining your integrity? This episode of Tiny Marketing reveals the secret to selling effectively without the pushy tactics that make everyone uncomfortable.
Sarah Noelle Black pulls back the curtain on "Silent Selling" – a powerful approach that allows you to upsell naturally without triggering resistance in your audience. The psychology is fascinating: when people sense a hard sell coming, they immediately disengage. But when you build curiosity instead of pressure, they'll often sell themselves on your offer.
Discover three game-changing strategies you can implement immediately. First, learn how to create private invitations that feel exclusive and personal, targeting only your most engaged leads. Second, master the art of offer threading – weaving mentions of your services naturally throughout your content instead of saving it all for an awkward pitch at the end. Third, explore how to "slip into the DMs" consensually, moving from public webinar conversations to one-on-one sales opportunities in a way that feels helpful rather than intrusive.
Perhaps most valuable is Sarah's insight on nurturing attendees who don't convert immediately. She shares her proven framework for creating email sequences that continue to educate while gently reminding prospects how they can work with you when they're ready. The truth is, most sales happen during the nurture phase, not during your initial presentation.
What makes this approach so powerful is how it shifts the dynamic: instead of pushing for a sale, you're creating an environment that makes it easy for prospects to take the next step naturally. Your audience maintains their autonomy while you maintain your integrity – and your conversion rates will likely improve as a result.
Ready to transform your sales approach? Head to the show notes to access the complete workshop, workbook, and office hours through the Tiny Marketing Club, starting at just $150.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
Speaker 1 (00:01):
Welcome to episode 151 of the Uncut Summer Series.
This is Tiny Marketing and I amSarah Noelle Black.
Today I'm sharing a livetraining called Silent Selling,
where you learn how to upsellwithout being pushy.
Content should always beselling any type of content
(00:26):
you're creating.
So if you've ever followed myLinkedIn posts, for example,
you'll notice that I have littleoffer threads throughout, that
In my podcast I'll have littleoffer threads and what that is
is just nodding to the offerthat you have and mentioning it.
So on social media it might bethe super signature, where you
(00:47):
have like the three dots andthen you go into what you do,
who you serve and how they canwork with you.
In an email, an offer nod mightlook like you have your email
and then you have a PS line inyour signature that explains
what your offer is.
Or, for example, in mysignature in my email I have
(01:10):
these are three offers that arelike bridge offers that would
make sense for you, somethingmicro, something low cost,
something that someone who isjust emailing with me could be
interested in.
And then in my podcast it'stalking about the thing and then
referencing how we talk aboutthat in the club.
(01:30):
So it's all about referencingand the reason my content is
just there and ends therewithout a hard sell is because
it's awkward.
There's the sales psychologybehind selling.
So we're going to scroll downon here and feel free to use
(01:51):
this notebook as we're talking.
So let's talk about salespsychology.
People resist the hard sellbecause it feels manipulative.
The second I smell a salespitch happening.
I run, I bounce right out ofthat training and you're not
going to sell anything ifsomeone is bounced and hasn't
(02:13):
even heard about the offer inthe first place.
So it feels manipulative, likethe training, like a bait and
switch.
You did the webinar but actuallyit was just a sell.
It's also, you know, pushymarketing.
So there's this innate fear of,or distrust of, some marketing.
(02:34):
If it's overly salesy.
You're like what aren't youtelling me?
And then the need for autonomyin purchasing decisions is
another piece of that For myself.
I love being sold to when theoffer makes sense for the
challenge that I'm having, but Ialso want autonomy in that
(02:56):
decision-making process.
I've already taken myselfthrough that sales process by
you know you mentioningthreading in your offer into the
thing that you taught me.
And then I'll go to yourpodcast and I'll binge that I'll
sign up for your newsletter.
I sell myself, but I can't sellmyself unless I already know
(03:16):
what you do.
The coach that I'm working withright now she does this
beautifully.
I downloaded a masterclass ofhers and she just mentioned her
offer while she was doing thetraining a couple of times.
And then I signed up for herpodcast and I was like I don't
want to work with anybody elsebut her.
So I was in but I sold.
(03:38):
So secret selling works becauseit builds curiosity instead of
pressure.
So what you're doing, insteadof saying, hey, you have to do
this in this time frame, there'sno other way to do it, you
won't even get this offerotherwise, it's just building
(04:01):
curiosity.
It gets people excited aboutthe potential of the offer.
It encourages naturalengagement, and I'll explain
more of that later.
But if you've been on any of mytrainings, then you have
probably heard me use thereference consensual sales.
I don't start a salesconversation unless they have
(04:25):
given me the okay.
They have said yes, I want tohave a sales conversation.
So everything just starts witha conversation.
And then they are the ones thatsay, actually, can you tell me
more about your offer?
And then it shifts the buyerinto an active decision maker.
(04:46):
So you are giving them thistraining, you are telling them
the different ways that they canwork with you and how your
offer will help them accomplishthe thing that you're doing on
that webinar.
But it lets them make thatdecision instead of pressuring
them.
A lot of times at the end of awebinar you'll hear okay, so I'm
(05:06):
going to give you this discountduring this time frame.
You have to do it by the end ofthe night or it disappears, and
that is kind of icky becauseyou're not giving them this
space to make that decision.
If they don't act based off ofthese next three tactics that
I'm going to teach you, thenmove them to a nurture period,
(05:32):
because it is very rare thatsomeone goes to an initial
training and then they happen toone be ready to work with you
immediately.
They have the money in place,they have their calendar open
and they're at the exact samechallenge point where they would
(05:55):
need to work with youimmediately.
It's very rare that thosethings collide when you're
having that webinar.
It's usually that they see thisproblem happening or they can
foresee the challenge thatyou're talking about in your
webinar happening and they knowthat they're going to need this
eventually, and that's whynurturing is so important after
(06:18):
this and we're going to seelater in this workbook that
there are there's a nurturestrategy around this too.
All right, so let's get intostrategy number one, and that's
private invitations.
So the concept is a VIPexperience where only the high
(06:44):
intent leads from your webinarare getting personally invited.
So, instead of doing a masspitch at the end of your webinar
, you are picking and choosingthe people that make the most
sense for that webinar or forthat next offer or for that next
offer.
So you're going to sendpersonalized follow-up emails or
(07:06):
messages inviting them to thenext step of the conversation,
and that might be based off ofhow active they were in that
webinar or the questions thatthey asked during that webinar.
Those are good indicators thatthey're giving you a little mini
hand.
Raise that they need the offerthat you have now, rather than
(07:27):
six months from now, and usesome exclusive positioning on it
.
So I only open this up to ahandful of people.
I'm sending this just to theright fit people from this
training.
You want them to know that thisisn't a mass email.
This isn't a marketing emailthat's going to everybody who
attended.
This is private for you, and itshould be, because not
(07:51):
everybody who attends yourwebinar is going to be the right
fit for the offer.
And let's say you have maybe 20people who attend your webinar.
It's not going to take you verylong to go through that and
make a list of the people thatwould make sense for the offer
to give private invitations to.
That personalized approachworks really, really well.
(08:15):
And if they aren't ready towork with you immediately, even
if you picked them as someonewho would make sense for a
private invite, it deepens therelationship.
So, whether or not they moveforward immediately, you are
deepening that relationship andmake sure to keep nurturing them
(08:38):
.
So here are some examples.
Example, let's see.
So a post-webinar email thathighlights their engagement,
what they did during thatwebinar.
Maybe it was a workshop and youhad a section where you guys
were doing a read aloud of thething that they were working on,
and so reach out to them andtalk about that hey, that was a
(09:04):
really great read aloud on thatand invite them to a strategy
call.
I would love to dig in deeperon this and brainstorm on that
idea you talked about in theworkshop and that would invite
them to a one-on-oneconversation where they have the
opportunity to consent and saythat they're ready to move
forward into a salesconversation and learn more
(09:26):
about your offer.
Another way to do this is kindof behind the scenes.
So if you have seen some of myother secret sales trainings
before, then you have probablyseen my action link strategy.
(09:47):
So I'll explain that real quick.
That's when you have an emaillet's say it's your regularly
scheduled weekly newsletter thatgoes out to all of your people.
But the link that you have inthat email you set up an action
so it segments them to aninterest list.
So let's say you have a podcastthat is specifically about your
(10:09):
offer.
It's a very direct salespodcast episode.
They click on it.
Then you can automaticallysegment them to a list of people
who are interested in thatspecific offer.
So then when you're sendingoffer emails, it's only to
people who have given you thatmini hand raise.
So this would be similar but ina webinar format.
(10:31):
So this would be like you putout a poll or a chat and anybody
who interacted with that pollanswering a certain question,
they are the people that wouldget that private invitation.
Answering a certain question,they are the people that would
get that private invitation.
So that is another way that youcan find those little hand
(10:54):
raises that tell you thatsomeone is ready to work with
you.
They answered that poll in theway that would make sense for
them to be ready for your nextoffer.
So let's go over to section two,strategy one the private
invitations.
So let's consider a recentwebinar or event that you have
(11:16):
done and I know a bunch of you,so I know you either have ones
coming up or you've recentlydone one.
So let's write down three waysthat you can identify engaged
attendees for your most recentevent.
I'm going to give you twominutes.
(11:39):
This won't take long.
I'm setting my alarm there.
Oops, that was two minutes and30 seconds.
All right, two minutes.
I want you to write down, usinglike knowing the tools that you
have, that you use for yourevent.
Write down three ways you canidentify engaged attendees and
(12:01):
for anybody who came in late,the workbook is pinned in the
chat.
All right, we're going to pauseright there.
Now let's talk about craftingthat private invitation.
So that might feel awkward foryou.
I know the first time that Isent one I was like I'm not 100%
sure how to say this, but theyactually work really, really
(12:28):
well, and I'm not even sayingthat just from the perspective
of someone who sends them.
They work really well on me.
I have gotten plenty of privateinvitations that were clear
that they were just for me andI'm Like hell, yeah, yeah, I do
want that offer actually.
So let's craft our privateinvitation template.
(12:50):
But I also want to take it onestep further and talk a little
bit about how you can make iteven more enticing.
So here's a quick template inthe workbook of what you can use
to start with, but I want youto customize it.
I'll set the alarm again forlike one minute for you guys to
(13:11):
do that.
So here's mine.
Hi name.
I noticed you were reallyengaged in our webinar webinar,
especially when we talked aboutand then insert the specific
topic.
I wanted to personally inviteyou to whatever the next offer
is.
I think it would be a great fitbased on what you shared.
Would you be open to a quickchat so that next step strategy,
(13:33):
call, exclusive offer, etc.
Fill in the blank there,because your sales process is
going to be uniquely yours, sothat could be.
I'd like to invite you to abrainstorming session.
Maybe that's the first stepthat everyone goes through when
they work with you.
Or I'd like to invite you towhatever your gateway offer is,
(13:56):
that could be it, but whateverthat first step of your sales
process is, that's what youwould want to insert there of
your sales process is that'swhat you would want to insert
there.
It should be low risk.
It should be not a big timecommitment because you're just
wanting to get a little microass.
You want them to move forwardto the next step in the journey.
(14:17):
They don't have to marry youyet, you just want to date.
So make sure that this is superpersonal.
It's actually talking about thethings that they were talking
about in the webinar.
It would be great, too, if youhad somebody on that would take
(14:39):
notes of who was really activein your webinar.
Or you might even have a tool,an AI tool, that will tell you
that.
I used Butter for a long timefor my workshops and it gave me
an engagement report, so I knewexactly who is engaging the most
, what people were talking aboutin the chat and all of that.
So, depending on your software,the information could be right
(15:02):
there in a dashboard for you.
So I want you to take oneminute to write out something
like this, your privateinvitation.
That is low stakes and justmoves them to that micro yes,
the first step in your salesprocess.
All right, I am setting it now.
(15:25):
It's going to be one minute foryou to write out your private
invitation and then, when thisone minute is up, I'm going to
tell you the thing that willamplify it a little bit more.
All right, one minute andseconds Time is up.
So the next, the thing that Ilove and that works on me all
(15:49):
the time in these privateinvitations, is when they also
include a Google Doc landingpage.
So it is basically a sales pagethat gives all the information
that someone would need insideof a Google Doc.
So it feels very personal andexclusive because it's not
(16:15):
public information.
It gives you how much timewould you need to invest in this
?
What is the monetary investmentin it?
What's included?
Would you need to invest inthis?
What is the monetary investmentin it?
What's included?
It gives you all of the details.
But I love that Google Doclanding pages or sales pages.
They're not public, so they'reincluded just in that private
(16:37):
invitation.
So I would step that up and addthat as a link for them to be
able to access so they can getthe information they need to
make a decision.
Okay, let's talk about strategynumber two, which is offer
threading, and that is reallythe only part of the sales
(17:01):
process that should happenduring the training.
So the concept is seamlesslyweaving your offer into the
content instead of using a hardpitch.
So how it works, drop mentionsof your offer throughout the
webinar in the most natural waypossible.
So an example of this is whenyou're doing a training, let's
(17:26):
say you're walking them throughthree steps to be able to
accomplish X.
While you're talking aboutthose steps, that's when you'll
want to talk about the storiesinvolved in those steps.
Talk about the clients thatyou've helped through that step
and what was the result.
So telling little case storiesis a great way to do offer
(17:51):
threading.
Oh yes, a Google page is soeasy Just checking the chat and
I love them so much and they'relow pressure too, for both
parties Feels really natural,okay.
So using case studies storiesclient wins that showcase your
(18:36):
paid services or productsthroughout the training is a
good way to offer thread whilealso still adding value, because
you're providing case studiespretty much explaining what that
client did to get the resultthat your attendees want.
So that is a really great wayto do offer threading.
Another way to do it isreference your frameworks or
deeper insights that you teachinside of your program or that
you execute inside of yourservice.
So, referencing the frameworksand, by the way, most of your
webinars are probably going tobe break-off pieces from the
(18:59):
greater framework that you havewithin your offer and even if
you think you don't have aframework and that you're just
doing a thing, I guarantee thereis a framework that you have
established that you just don'trealize is a framework.
I think maybe half of you areinside of the Tiny Marketing
(19:21):
Club.
So if you are, if you go toSignature Offer Course, there is
a custom GPT I created thatruns you through a bunch of
questions and then it tells youwhat your framework is.
You have one, believe me, youhave one.
Okay, so let's talk through howyou can do offer threading.
(19:46):
So an example of this one of mystudents in offer use the exact
strategy and landed 10 newclients.
So you're explaining what theydid, the piece of the framework
they use and what the result was.
Um, or you could say somethinglike I teach this in detail
inside of blah, but here's onepart you can implement today.
(20:09):
So you want and anybody who'sgone through any of my active
lead generator trainings willknow this but you want people to
accomplish one goal, onemilestone, within the training
that you're having.
So you want them to walk awayand be able to do a thing.
It needs to be active, so thiswould be a good way to do that
(20:34):
is.
But here's one part you canimplement today.
This is one thing that you cando to have this win today.
So let's look at your next oryour most recent webinar.
What are a couple natural waysthat you can weave your offer
into the content that youcreated?
So, in the chat, can you guystell me what was the topic of
(21:00):
your most recent webinar?
Whether it's past or future,I'd love to just start
workshopping ideas on how youcan offer thread.
Don't be shy while you'rethinking.
I'll talk about one of mine.
Let's see, two weeks ago, I dida training on five steps to
(21:27):
building your lean marketingengine, and it was for a group
of independent consultants thatwere working with.
They were working with a largercommunity people who placed
them at different jobs, so I wasthere to train them on how to
build their own marketing sothey didn't have to just rely on
that.
And throughout that, I'mbasically just teaching the
(21:51):
framework of what I do inside ofTiny Marketing Club.
So I was able to take outdifferent pieces of the
framework and talk about insideof the Tiny Marketing Club.
We built this and this was theresult.
This is how many newslettersubscribers X got, or this is
(22:13):
how many people downloaded theirpodcast, something like that.
So that's a good way to use anexample as a way to offer thread
.
Okay, I was chatting just soyou'd get to answering.
All right, let me see.
All right, so Meg's nextwebinar is called Five Secrets
to Selling with Confidence, andI missed the last word Ease.
(22:41):
Thank you, okay, I love thatbecause selling is my obsession,
so I'm glad you're here today.
So let's talk about how you canable to pull a client through
that, or the results a clienthad once they overcame that
(23:18):
obstacle.
Melissa, a smoother tax season,understanding how your
controller and tax CPA worktogether.
Okay, do you, melissa, have anyideas of how to offer Thread?
Because for me, knowing youroffer, I would thread in.
(23:38):
I worked with this client andthey didn't have their
documentation set up to be ableto file their taxes effectively.
So I sat down with them and ina 90-minute session, I was able
to get them on track and theirCPA was able to file their taxes
(24:00):
on time.
And guess what?
They owed nothing.
So there's an example of howyou can offer Thread using what
you do in with that webinar.
Rachel's next work.
Oh, go for it.
No, go ahead, melissa.
What were you going to say?
No, yeah, I do have a cool idea.
I just I'm still missing, likethe piece, or I'm not offering
(24:24):
the piece that's going to helpthem solve it for that day.
Solve it for that day, yeah, so, but you would help them
prepare for their taxes, right?
Yeah, yeah, I think that youcan thread it in that way, in
(24:46):
the preparation, the preparing,getting ready for it, and you
can tell stories about.
Maybe even you can tell a storyabout, like a previous year,
one of my clients was not readyfor their taxes and this is what
happened.
So that's when they hired me.
We got them all set up and thenthis year, this is what
happened.
A story like that could behelpful.
Okay, rachel, my next workshopwill be one month of content in
(25:12):
one hour and I'd use this topitch my done for you bold day
of content offering.
So bold day makes me think it'sa VIP day, which is awesome.
That's a lot easier to sellpost-webinar, so you could talk
about the results, like how muchtime your client got back
(25:38):
because they were able to get amonth's worth of content done in
one hour.
That could be a good way to goabout it.
I'm getting weird alerts.
Let me know in the chat if youguys lose me, okay, so I love
that.
I would say talking aboutresults and time saving for
(26:03):
Rachel's workshop would be areally great way to do the offer
threading because most likely,the people that are going to it
would be interested in savingtime.
I think that's probably thebiggest takeaway for that.
Okay, let's, we have enoughtime.
(26:23):
So let's look at thisStorytelling for offer threading
.
Use the prompt below to create ashort customer success story
that threads in your offer.
Think about your next or yourmost recent webinar or workshop
and write down a way that youcan weave your offer into the
(26:47):
content that you're creating.
So it feels natural.
It's a story.
You're using a case study or acustomer success story to be
able to explain the offer.
So again, I'm going to give youone minute to write down, just
brainstorm One minute's not alot of time, just brainstorm
(27:08):
some ideas that would make sensefor your next webinar.
All right, I'm giving you oneminute and that's in the
storytelling for offer threadingsection.
There you go.
You have 46 seconds.
10 seconds left.
Okay, time is up.
(27:31):
Next let's talk about strategynumber three and that is
slipping into the DMs.
So there's so much emphasis onin social media and in LinkedIn
around visibility, andvisibility is great, but it's
(27:51):
also more vanity.
It's more of an endorphin rushof when we get a lot of comments
and likes on our posts.
The real relationships arebeing built in the messaging in
the inbox.
So the concept behind slippinginto the DMs is moving the
(28:12):
conversation from theone-to-many webinar to a
one-on-one sales opportunity.
So how it works is encourageengagement through chats, polls,
the Q&A, get people active andtalking during the webinar so it
feels like a community.
(28:33):
And then, post-webinar, youwant to use a simple,
non-intrusive outreach messageto be able to start the
conversation and deepen it.
So you're moving fromone-to-many to one-to-one in the
DMs, where it's not intrusive,and then position it as helping
(28:53):
rather than selling.
So one way to look at it is likemaybe they asked a question in
the chat and you looking at thechat I'll dive into your chat in
a second so if you asked aquestion on a webinar and you
(29:18):
wanted to go deeper with thatparticular person, a DM strategy
would be the best way to do it.
So they asked a question, youanswered it briefly, because
it's a webinar and you'retalking to a lot of people.
But to deepen that relationship, you could go into the DMs and
(29:39):
say hey, I loved that question.
I really wanted to be able todig in it deeper, but since we
were with everybody, I couldn't,so I wanted to continue that
conversation here.
That is.
So I see a lot of people hatingon the DMs and this is the way
to not make it cringe isactually extending the
(30:01):
conversation that was alreadyhappening.
So that is why I gave that howit works in a very particular
order.
So the reason that the firstthing, the first step of the
slipping into the DMs, isencourage engagement in the
chats, the polls, the Q&A, soyou can spark a conversation and
(30:27):
you have something to go indeeper about.
And that's when you're slidinginto the DMs to dig in deeper on
that topic.
So an example could be hey, Isaw you asked this question
during the webinar.
I have a resource that mighthelp.
Do you want me to send it over?
Again, I'm super into theconsensual piece of this.
(30:50):
I'm not gonna just send you alink.
I'm gonna ask you do you wantthis resource or not?
Because I'm not gonna botheryou if you don't want it.
So I'm getting yeses every stepof the way.
Okay, let me finish thissection and then I'm going to
(31:12):
get to your questions, becausethis is a hot topic in the chat
right now.
Another way is again we're goingwith the consensual sales is
during the webinar.
You can ask them do you want tocontinue this conversation in
the DMs?
Comment, dm me and that is whenI will reach out to you and we
(31:38):
can have a deeper conversationon this exact topic.
So that is them asking them toraise their hand and tell you
that they want to continue thisconversation in the DMs.
So in both examples, it's acontinuation of the conversation
that you're starting in thewebinar.
(32:00):
So I think, because this chatis blowing up so much, we
definitely need to do thissection of the workbook together
.
So what are three ways you canencourage engagement during a
webinar to create the natural DMopportunities.
(32:21):
I can see you guys are feelingbetter about it.
I can see you guys are you'refeeling better about it.
I'm gonna give you one minuteto brainstorm on this and then
I'm going to answer thequestions that came in through
the chat.
While I was talking I didn'trealize this would be
controversial, but I'm glad youfeel better about it now.
Okay, one minute is startingnow.
Brainstorm how you, using thetech that you use, can encourage
(32:47):
engagement during the webinarthat creates that natural bridge
to the DM opportunity.
All right time is up.
I'm going through yourquestions right now.
Do you have a way to encourageconversation that doesn't feel
stilted or awkward, like so manywebinars?
Start with Say hi and whereyou're from.
Stilted or awkward, like somany webinars.
Start with say hi and whereyou're from.
(33:09):
I was part of one webinar thathad a kind of an interesting
conversation starter and it wasicebreakers that he started with
.
So it was like an icebreakerkind of question.
It was do you like pineapple onyour pizza or does that feel
like the seventh circle of hell?
It was like a question likethat that got people started in
(33:30):
the chat.
My normal questions in the chatare they're not stilted, because
I'm asking you questions inorder to be able to solve a
problem for you, so I usuallyask questions that result in
(33:51):
more of like a consultativeconversation, so that I have a
real life in the moment exampleof how to solve that problem.
So that's usually where myquestions are, so I can live
strategize with you, and I thinkthat that works really well to
(34:13):
make it not so stilted orawkward, because it's not forced
conversation, it's.
This is a strategy session.
I'm giving you your time'sworth in it.
So those are two completelyopposite ways to go with it.
But polls are a great way to dothis too.
(34:35):
For the people in the chatright now who are like you know,
I don't like the conversation,because polls provide a
conversation without actuallyhaving to talk.
So Claire said depending on whenthe webinar is, I like to ask
what are you having for lunch?
(34:56):
I'm trying to get some ideas.
That's a good one, like I was.
Literally, I was one minutelate for this webinar because I
was on a sales call and theywere telling me that their
webinars are actually lunch andlearns, where they send them a
Grubhub when they're doing theirwebinar, so that would be a
(35:16):
great way to do.
It, too, is like a virtuallunch and learn and asking what
they're eating.
You're not that weird, trisha?
I also hate icebreakers.
I found this one particularlyfun because I didn't have to
participate, because I was thespeaker.
Um, let's see, read a memesomewhere that the woman said
(35:38):
she'd rather go to hell thantell a group of people about
themselves.
I have a fun fact that I alwaysgo to.
I got gored by an ox, and it'salways a winner, so I'm so glad
that that happened to me.
Okay, so those are the threestrategies that work really well
for secret selling.
I'm going to reiterate themreal fast and do not just jump,
(36:02):
because I'm also going to talkabout nurturing attendees who
don't convert.
Okay, so, real quick, we'regoing to run through those.
We're sending privateinvitations to people that make
sense.
So if you had a quiet chat oryou didn't do a poll, for
example, and you need to figureout who would be a good fit for
(36:23):
a private invitation, do alittle stalking, figure out who
would be a good fit for aprivate invitation.
Do a little stalking.
Go through your attendee list,go on LinkedIn and see who would
be a good fit to just start aconversation with them on that
next step.
Next is the offer threading.
So just tell stories and relateyour content back to your offer
so people know what the offeris without pitching them.
(36:45):
They just need to be informedand curious.
And then three is slipping intothe DMs.
And it's not awkward like somany of you in the chat said.
It's doing it consensually,because you're starting it off
with a conversation that'shappening in the chat.
The conversation starts firstin the webinar, a conversation
(37:07):
that's happening in the chat.
The conversation starts firstin the webinar.
Or you're asking them to tellyou that they want to be DM'd by
asking that in the chat.
Clara says another good one isto pull the room to get a sense
of your audience.
Who is the business owner, thefractional contractors, etc.
I love that.
Polls work really, really well.
You don't have to be superactive to interact with it.
(37:31):
Like if you're someone whowants to be on a webinar and
just like, sit there, camera off, mic off, I get it.
I'm that person too, but a polloffers an opportunity to
participate without being superactive.
Okay, for the last bit.
I want to talk about nurturingattendees who didn't convert,
(37:52):
because you might be in asituation where you have a
webinar or a training and nobodyconverted, but that doesn't
mean that nobody is going toconvert ever.
But that doesn't mean thatnobody is going to convert ever.
As I was saying a little bitearlier, it's very rare that
(38:15):
someone is in a position wherethey're experiencing the exact
challenge that you solve at thisvery second.
They have the money to solvethat right now and they have the
time to work with you too rightnow, and they have the time to
work with you too.
It's a trifecta of things thatthey need to be, that they need
to have at that moment to beable to convert.
It doesn't happen that oftenthat they're ready immediately.
(38:37):
So you need to be able tonurture your attendees who
didn't convert, and my favoriteway to do that and if you scroll
all the way to the bottom ofthis worksheet, you will see
Keep them Warm.
So this is a link to my nurturesequences that I use, but I'm
just going to give you ahigh-level breakdown of what I
(39:03):
do after a freebie to get peopleinvested in me, building a
relationship with me, and thatis breaking down the webinar.
We'll say webinar, since thisis what the specific topic is,
but it could be any type offreebie, breaking it down into
(39:24):
several teaching moments.
So you're doing a deeper divein each one of those emails.
That gives them a little bitmore clarity around the thing
that you taught, and then, atthe bottom, just have that
little offer thread that remindsthem this is how we can work
together.
This is what the next step is.
So it's not a direct salespitch, it's just a reminder.
(39:47):
Hey, if you are ready or whenyou're ready, this is how we do
it and you can click here andschedule that.
So I like to send five to sevensequences before I move them to
a nurture sequence or I'm sorryto like my newsletter.
So I'll take five to seven ofthose learning moments from the
(40:09):
thing that I was teaching, breakit down, do a deeper dive and
offer thread within those emailsreminding them how they can
work with me.
So nurture, because most of thesales happen in the nurture.
So which strategy do you thinkyou're going to implement?
First For me, I personallyalways do offer threading.
(40:32):
That's a no-brainer for me andI feel most comfortable with
consensual selling.
So the slipping into the DMs ismy second favorite one because
they've already indicated or Ihave a reason to reach out to
them, because that conversationstarted in the chat.
So those are my two favoriteones.
(40:52):
The private invitations worklike magic also, and they work
on me all the time.
I'm constantly buying fromprivate invitations.
So that is that Selling is notabout pushing.
It's about creating anenvironment that makes it feel
easy to move to the next step.
So our goal throughout thissecret selling journey is to
(41:17):
keep people curious, help themunderstand how they can work
with you and tie the thing thatthey learned to your offer.
Offer threading sounds perfect.
I can also agree to invite themto do everything first.
I love the caps in there, so weknow Okay, awesome.
(41:40):
Thank you guys.
So much for joining me today.
If you want more, if you wantaccess to this workshop, the
workbook, office hours andeverything else the Tiny
Marketing Club has to offer,head to the show notes page and
you can sign up for as little as$150 to get started.
You.
Welcome to episode 151 of the Uncut Summer Series.
This is Tiny Marketing and I amSarah Noelle Black.
Today I'm sharing a livetraining called Silent Selling,
where you learn how to upsellwithout being pushy.
Content should always beselling any type of content
(00:26):
you're creating.
So if you've ever followed myLinkedIn posts, for example,
you'll notice that I have littleoffer threads throughout, that
In my podcast I'll have littleoffer threads and what that is
is just nodding to the offerthat you have and mentioning it.
So on social media it might bethe super signature, where you
(00:47):
have like the three dots andthen you go into what you do,
who you serve and how they canwork with you.
In an email, an offer nod mightlook like you have your email
and then you have a PS line inyour signature that explains
what your offer is.
Or, for example, in mysignature in my email I have
(01:10):
these are three offers that arelike bridge offers that would
make sense for you, somethingmicro, something low cost,
something that someone who isjust emailing with me could be
interested in.
And then in my podcast it'stalking about the thing and then
referencing how we talk aboutthat in the club.
(01:30):
So it's all about referencingand the reason my content is
just there and ends therewithout a hard sell is because
it's awkward.
There's the sales psychologybehind selling.
So we're going to scroll downon here and feel free to use
(01:51):
this notebook as we're talking.
So let's talk about salespsychology.
People resist the hard sellbecause it feels manipulative.
The second I smell a salespitch happening.
I run, I bounce right out ofthat training and you're not
going to sell anything ifsomeone is bounced and hasn't
(02:13):
even heard about the offer inthe first place.
So it feels manipulative, likethe training, like a bait and
switch.
You did the webinar but actuallyit was just a sell.
It's also, you know, pushymarketing.
So there's this innate fear of,or distrust of, some marketing.
(02:34):
If it's overly salesy.
You're like what aren't youtelling me?
And then the need for autonomyin purchasing decisions is
another piece of that For myself.
I love being sold to when theoffer makes sense for the
challenge that I'm having, but Ialso want autonomy in that
(02:56):
decision-making process.
I've already taken myselfthrough that sales process by
you know you mentioningthreading in your offer into the
thing that you taught me.
And then I'll go to yourpodcast and I'll binge that I'll
sign up for your newsletter.
I sell myself, but I can't sellmyself unless I already know
(03:16):
what you do.
The coach that I'm working withright now she does this
beautifully.
I downloaded a masterclass ofhers and she just mentioned her
offer while she was doing thetraining a couple of times.
And then I signed up for herpodcast and I was like I don't
want to work with anybody elsebut her.
So I was in but I sold.
(03:38):
So secret selling works becauseit builds curiosity instead of
pressure.
So what you're doing, insteadof saying, hey, you have to do
this in this time frame, there'sno other way to do it, you
won't even get this offerotherwise, it's just building
(04:01):
curiosity.
It gets people excited aboutthe potential of the offer.
It encourages naturalengagement, and I'll explain
more of that later.
But if you've been on any of mytrainings, then you have
probably heard me use thereference consensual sales.
I don't start a salesconversation unless they have
(04:25):
given me the okay.
They have said yes, I want tohave a sales conversation.
So everything just starts witha conversation.
And then they are the ones thatsay, actually, can you tell me
more about your offer?
And then it shifts the buyerinto an active decision maker.
(04:46):
So you are giving them thistraining, you are telling them
the different ways that they canwork with you and how your
offer will help them accomplishthe thing that you're doing on
that webinar.
But it lets them make thatdecision instead of pressuring
them.
A lot of times at the end of awebinar you'll hear okay, so I'm
(05:06):
going to give you this discountduring this time frame.
You have to do it by the end ofthe night or it disappears, and
that is kind of icky becauseyou're not giving them this
space to make that decision.
If they don't act based off ofthese next three tactics that
I'm going to teach you, thenmove them to a nurture period,
(05:32):
because it is very rare thatsomeone goes to an initial
training and then they happen toone be ready to work with you
immediately.
They have the money in place,they have their calendar open
and they're at the exact samechallenge point where they would
(05:55):
need to work with youimmediately.
It's very rare that thosethings collide when you're
having that webinar.
It's usually that they see thisproblem happening or they can
foresee the challenge thatyou're talking about in your
webinar happening and they knowthat they're going to need this
eventually, and that's whynurturing is so important after
(06:18):
this and we're going to seelater in this workbook that
there are there's a nurturestrategy around this too.
All right, so let's get intostrategy number one, and that's
private invitations.
So the concept is a VIPexperience where only the high
(06:44):
intent leads from your webinarare getting personally invited.
So, instead of doing a masspitch at the end of your webinar
, you are picking and choosingthe people that make the most
sense for that webinar or forthat next offer or for that next
offer.
So you're going to sendpersonalized follow-up emails or
(07:06):
messages inviting them to thenext step of the conversation,
and that might be based off ofhow active they were in that
webinar or the questions thatthey asked during that webinar.
Those are good indicators thatthey're giving you a little mini
hand.
Raise that they need the offerthat you have now, rather than
(07:27):
six months from now, and usesome exclusive positioning on it
.
So I only open this up to ahandful of people.
I'm sending this just to theright fit people from this
training.
You want them to know that thisisn't a mass email.
This isn't a marketing emailthat's going to everybody who
attended.
This is private for you, and itshould be, because not
(07:51):
everybody who attends yourwebinar is going to be the right
fit for the offer.
And let's say you have maybe 20people who attend your webinar.
It's not going to take you verylong to go through that and
make a list of the people thatwould make sense for the offer
to give private invitations to.
That personalized approachworks really, really well.
(08:15):
And if they aren't ready towork with you immediately, even
if you picked them as someonewho would make sense for a
private invite, it deepens therelationship.
So, whether or not they moveforward immediately, you are
deepening that relationship andmake sure to keep nurturing them
(08:38):
.
So here are some examples.
Example, let's see.
So a post-webinar email thathighlights their engagement,
what they did during thatwebinar.
Maybe it was a workshop and youhad a section where you guys
were doing a read aloud of thething that they were working on,
and so reach out to them andtalk about that hey, that was a
(09:04):
really great read aloud on thatand invite them to a strategy
call.
I would love to dig in deeperon this and brainstorm on that
idea you talked about in theworkshop and that would invite
them to a one-on-oneconversation where they have the
opportunity to consent and saythat they're ready to move
forward into a salesconversation and learn more
(09:26):
about your offer.
Another way to do this is kindof behind the scenes.
So if you have seen some of myother secret sales trainings
before, then you have probablyseen my action link strategy.
(09:47):
So I'll explain that real quick.
That's when you have an emaillet's say it's your regularly
scheduled weekly newsletter thatgoes out to all of your people.
But the link that you have inthat email you set up an action
so it segments them to aninterest list.
So let's say you have a podcastthat is specifically about your
(10:09):
offer.
It's a very direct salespodcast episode.
They click on it.
Then you can automaticallysegment them to a list of people
who are interested in thatspecific offer.
So then when you're sendingoffer emails, it's only to
people who have given you thatmini hand raise.
So this would be similar but ina webinar format.
(10:31):
So this would be like you putout a poll or a chat and anybody
who interacted with that pollanswering a certain question,
they are the people that wouldget that private invitation.
Answering a certain question,they are the people that would
get that private invitation.
So that is another way that youcan find those little hand
(10:54):
raises that tell you thatsomeone is ready to work with
you.
They answered that poll in theway that would make sense for
them to be ready for your nextoffer.
So let's go over to section two,strategy one the private
invitations.
So let's consider a recentwebinar or event that you have
(11:16):
done and I know a bunch of you,so I know you either have ones
coming up or you've recentlydone one.
So let's write down three waysthat you can identify engaged
attendees for your most recentevent.
I'm going to give you twominutes.
(11:39):
This won't take long.
I'm setting my alarm there.
Oops, that was two minutes and30 seconds.
All right, two minutes.
I want you to write down, usinglike knowing the tools that you
have, that you use for yourevent.
Write down three ways you canidentify engaged attendees and
(12:01):
for anybody who came in late,the workbook is pinned in the
chat.
All right, we're going to pauseright there.
Now let's talk about craftingthat private invitation.
So that might feel awkward foryou.
I know the first time that Isent one I was like I'm not 100%
sure how to say this, but theyactually work really, really
(12:28):
well, and I'm not even sayingthat just from the perspective
of someone who sends them.
They work really well on me.
I have gotten plenty of privateinvitations that were clear
that they were just for me andI'm Like hell, yeah, yeah, I do
want that offer actually.
So let's craft our privateinvitation template.
(12:50):
But I also want to take it onestep further and talk a little
bit about how you can make iteven more enticing.
So here's a quick template inthe workbook of what you can use
to start with, but I want youto customize it.
I'll set the alarm again forlike one minute for you guys to
(13:11):
do that.
So here's mine.
Hi name.
I noticed you were reallyengaged in our webinar webinar,
especially when we talked aboutand then insert the specific
topic.
I wanted to personally inviteyou to whatever the next offer
is.
I think it would be a great fitbased on what you shared.
Would you be open to a quickchat so that next step strategy,
(13:33):
call, exclusive offer, etc.
Fill in the blank there,because your sales process is
going to be uniquely yours, sothat could be.
I'd like to invite you to abrainstorming session.
Maybe that's the first stepthat everyone goes through when
they work with you.
Or I'd like to invite you towhatever your gateway offer is,
(13:56):
that could be it, but whateverthat first step of your sales
process is, that's what youwould want to insert there of
your sales process is that'swhat you would want to insert
there.
It should be low risk.
It should be not a big timecommitment because you're just
wanting to get a little microass.
You want them to move forwardto the next step in the journey.
(14:17):
They don't have to marry youyet, you just want to date.
So make sure that this is superpersonal.
It's actually talking about thethings that they were talking
about in the webinar.
It would be great, too, if youhad somebody on that would take
(14:39):
notes of who was really activein your webinar.
Or you might even have a tool,an AI tool, that will tell you
that.
I used Butter for a long timefor my workshops and it gave me
an engagement report, so I knewexactly who is engaging the most
, what people were talking aboutin the chat and all of that.
So, depending on your software,the information could be right
(15:02):
there in a dashboard for you.
So I want you to take oneminute to write out something
like this, your privateinvitation.
That is low stakes and justmoves them to that micro yes,
the first step in your salesprocess.
All right, I am setting it now.
(15:25):
It's going to be one minute foryou to write out your private
invitation and then, when thisone minute is up, I'm going to
tell you the thing that willamplify it a little bit more.
All right, one minute andseconds Time is up.
So the next, the thing that Ilove and that works on me all
(15:49):
the time in these privateinvitations, is when they also
include a Google Doc landingpage.
So it is basically a sales pagethat gives all the information
that someone would need insideof a Google Doc.
So it feels very personal andexclusive because it's not
(16:15):
public information.
It gives you how much timewould you need to invest in this
?
What is the monetary investmentin it?
What's included?
Would you need to invest inthis?
What is the monetary investmentin it?
What's included?
It gives you all of the details.
But I love that Google Doclanding pages or sales pages.
They're not public, so they'reincluded just in that private
(16:37):
invitation.
So I would step that up and addthat as a link for them to be
able to access so they can getthe information they need to
make a decision.
Okay, let's talk about strategynumber two, which is offer
threading, and that is reallythe only part of the sales
(17:01):
process that should happenduring the training.
So the concept is seamlesslyweaving your offer into the
content instead of using a hardpitch.
So how it works, drop mentionsof your offer throughout the
webinar in the most natural waypossible.
So an example of this is whenyou're doing a training, let's
(17:26):
say you're walking them throughthree steps to be able to
accomplish X.
While you're talking aboutthose steps, that's when you'll
want to talk about the storiesinvolved in those steps.
Talk about the clients thatyou've helped through that step
and what was the result.
So telling little case storiesis a great way to do offer
(17:51):
threading.
Oh yes, a Google page is soeasy Just checking the chat and
I love them so much and they'relow pressure too, for both
parties Feels really natural,okay.
So using case studies storiesclient wins that showcase your
(18:36):
paid services or productsthroughout the training is a
good way to offer thread whilealso still adding value, because
you're providing case studiespretty much explaining what that
client did to get the resultthat your attendees want.
So that is a really great wayto do offer threading.
Another way to do it isreference your frameworks or
deeper insights that you teachinside of your program or that
you execute inside of yourservice.
So, referencing the frameworksand, by the way, most of your
webinars are probably going tobe break-off pieces from the
(18:59):
greater framework that you havewithin your offer and even if
you think you don't have aframework and that you're just
doing a thing, I guarantee thereis a framework that you have
established that you just don'trealize is a framework.
I think maybe half of you areinside of the Tiny Marketing
(19:21):
Club.
So if you are, if you go toSignature Offer Course, there is
a custom GPT I created thatruns you through a bunch of
questions and then it tells youwhat your framework is.
You have one, believe me, youhave one.
Okay, so let's talk through howyou can do offer threading.
(19:46):
So an example of this one of mystudents in offer use the exact
strategy and landed 10 newclients.
So you're explaining what theydid, the piece of the framework
they use and what the result was.
Um, or you could say somethinglike I teach this in detail
inside of blah, but here's onepart you can implement today.
(20:09):
So you want and anybody who'sgone through any of my active
lead generator trainings willknow this but you want people to
accomplish one goal, onemilestone, within the training
that you're having.
So you want them to walk awayand be able to do a thing.
It needs to be active, so thiswould be a good way to do that
(20:34):
is.
But here's one part you canimplement today.
This is one thing that you cando to have this win today.
So let's look at your next oryour most recent webinar.
What are a couple natural waysthat you can weave your offer
into the content that youcreated?
So, in the chat, can you guystell me what was the topic of
(21:00):
your most recent webinar?
Whether it's past or future,I'd love to just start
workshopping ideas on how youcan offer thread.
Don't be shy while you'rethinking.
I'll talk about one of mine.
Let's see, two weeks ago, I dida training on five steps to
(21:27):
building your lean marketingengine, and it was for a group
of independent consultants thatwere working with.
They were working with a largercommunity people who placed
them at different jobs, so I wasthere to train them on how to
build their own marketing sothey didn't have to just rely on
that.
And throughout that, I'mbasically just teaching the
(21:51):
framework of what I do inside ofTiny Marketing Club.
So I was able to take outdifferent pieces of the
framework and talk about insideof the Tiny Marketing Club.
We built this and this was theresult.
This is how many newslettersubscribers X got, or this is
(22:13):
how many people downloaded theirpodcast, something like that.
So that's a good way to use anexample as a way to offer thread
.
Okay, I was chatting just soyou'd get to answering.
All right, let me see.
All right, so Meg's nextwebinar is called Five Secrets
to Selling with Confidence, andI missed the last word Ease.
(22:41):
Thank you, okay, I love thatbecause selling is my obsession,
so I'm glad you're here today.
So let's talk about how you canable to pull a client through
that, or the results a clienthad once they overcame that
(23:18):
obstacle.
Melissa, a smoother tax season,understanding how your
controller and tax CPA worktogether.
Okay, do you, melissa, have anyideas of how to offer Thread?
Because for me, knowing youroffer, I would thread in.
(23:38):
I worked with this client andthey didn't have their
documentation set up to be ableto file their taxes effectively.
So I sat down with them and ina 90-minute session, I was able
to get them on track and theirCPA was able to file their taxes
(24:00):
on time.
And guess what?
They owed nothing.
So there's an example of howyou can offer Thread using what
you do in with that webinar.
Rachel's next work.
Oh, go for it.
No, go ahead, melissa.
What were you going to say?
No, yeah, I do have a cool idea.
I just I'm still missing, likethe piece, or I'm not offering
(24:24):
the piece that's going to helpthem solve it for that day.
Solve it for that day, yeah, so, but you would help them
prepare for their taxes, right?
Yeah, yeah, I think that youcan thread it in that way, in
(24:46):
the preparation, the preparing,getting ready for it, and you
can tell stories about.
Maybe even you can tell a storyabout, like a previous year,
one of my clients was not readyfor their taxes and this is what
happened.
So that's when they hired me.
We got them all set up and thenthis year, this is what
happened.
A story like that could behelpful.
Okay, rachel, my next workshopwill be one month of content in
(25:12):
one hour and I'd use this topitch my done for you bold day
of content offering.
So bold day makes me think it'sa VIP day, which is awesome.
That's a lot easier to sellpost-webinar, so you could talk
about the results, like how muchtime your client got back
(25:38):
because they were able to get amonth's worth of content done in
one hour.
That could be a good way to goabout it.
I'm getting weird alerts.
Let me know in the chat if youguys lose me, okay, so I love
that.
I would say talking aboutresults and time saving for
(26:03):
Rachel's workshop would be areally great way to do the offer
threading because most likely,the people that are going to it
would be interested in savingtime.
I think that's probably thebiggest takeaway for that.
Okay, let's, we have enoughtime.
(26:23):
So let's look at thisStorytelling for offer threading
.
Use the prompt below to create ashort customer success story
that threads in your offer.
Think about your next or yourmost recent webinar or workshop
and write down a way that youcan weave your offer into the
(26:47):
content that you're creating.
So it feels natural.
It's a story.
You're using a case study or acustomer success story to be
able to explain the offer.
So again, I'm going to give youone minute to write down, just
brainstorm One minute's not alot of time, just brainstorm
(27:08):
some ideas that would make sensefor your next webinar.
All right, I'm giving you oneminute and that's in the
storytelling for offer threadingsection.
There you go.
You have 46 seconds.
10 seconds left.
Okay, time is up.
(27:31):
Next let's talk about strategynumber three and that is
slipping into the DMs.
So there's so much emphasis onin social media and in LinkedIn
around visibility, andvisibility is great, but it's
(27:51):
also more vanity.
It's more of an endorphin rushof when we get a lot of comments
and likes on our posts.
The real relationships arebeing built in the messaging in
the inbox.
So the concept behind slippinginto the DMs is moving the
(28:12):
conversation from theone-to-many webinar to a
one-on-one sales opportunity.
So how it works is encourageengagement through chats, polls,
the Q&A, get people active andtalking during the webinar so it
feels like a community.
(28:33):
And then, post-webinar, youwant to use a simple,
non-intrusive outreach messageto be able to start the
conversation and deepen it.
So you're moving fromone-to-many to one-to-one in the
DMs, where it's not intrusive,and then position it as helping
(28:53):
rather than selling.
So one way to look at it is likemaybe they asked a question in
the chat and you looking at thechat I'll dive into your chat in
a second so if you asked aquestion on a webinar and you
(29:18):
wanted to go deeper with thatparticular person, a DM strategy
would be the best way to do it.
So they asked a question, youanswered it briefly, because
it's a webinar and you'retalking to a lot of people.
But to deepen that relationship, you could go into the DMs and
(29:39):
say hey, I loved that question.
I really wanted to be able todig in it deeper, but since we
were with everybody, I couldn't,so I wanted to continue that
conversation here.
That is.
So I see a lot of people hatingon the DMs and this is the way
to not make it cringe isactually extending the
(30:01):
conversation that was alreadyhappening.
So that is why I gave that howit works in a very particular
order.
So the reason that the firstthing, the first step of the
slipping into the DMs, isencourage engagement in the
chats, the polls, the Q&A, soyou can spark a conversation and
(30:27):
you have something to go indeeper about.
And that's when you're slidinginto the DMs to dig in deeper on
that topic.
So an example could be hey, Isaw you asked this question
during the webinar.
I have a resource that mighthelp.
Do you want me to send it over?
Again, I'm super into theconsensual piece of this.
(30:50):
I'm not gonna just send you alink.
I'm gonna ask you do you wantthis resource or not?
Because I'm not gonna botheryou if you don't want it.
So I'm getting yeses every stepof the way.
Okay, let me finish thissection and then I'm going to
(31:12):
get to your questions, becausethis is a hot topic in the chat
right now.
Another way is again we're goingwith the consensual sales is
during the webinar.
You can ask them do you want tocontinue this conversation in
the DMs?
Comment, dm me and that is whenI will reach out to you and we
(31:38):
can have a deeper conversationon this exact topic.
So that is them asking them toraise their hand and tell you
that they want to continue thisconversation in the DMs.
So in both examples, it's acontinuation of the conversation
that you're starting in thewebinar.
(32:00):
So I think, because this chatis blowing up so much, we
definitely need to do thissection of the workbook together
.
So what are three ways you canencourage engagement during a
webinar to create the natural DMopportunities.
(32:21):
I can see you guys are feelingbetter about it.
I can see you guys are you'refeeling better about it.
I'm gonna give you one minuteto brainstorm on this and then
I'm going to answer thequestions that came in through
the chat.
While I was talking I didn'trealize this would be
controversial, but I'm glad youfeel better about it now.
Okay, one minute is startingnow.
Brainstorm how you, using thetech that you use, can encourage
(32:47):
engagement during the webinarthat creates that natural bridge
to the DM opportunity.
All right time is up.
I'm going through yourquestions right now.
Do you have a way to encourageconversation that doesn't feel
stilted or awkward, like so manywebinars?
Start with Say hi and whereyou're from.
Stilted or awkward, like somany webinars.
Start with say hi and whereyou're from.
(33:09):
I was part of one webinar thathad a kind of an interesting
conversation starter and it wasicebreakers that he started with
.
So it was like an icebreakerkind of question.
It was do you like pineapple onyour pizza or does that feel
like the seventh circle of hell?
It was like a question likethat that got people started in
(33:30):
the chat.
My normal questions in the chatare they're not stilted, because
I'm asking you questions inorder to be able to solve a
problem for you, so I usuallyask questions that result in
(33:51):
more of like a consultativeconversation, so that I have a
real life in the moment exampleof how to solve that problem.
So that's usually where myquestions are, so I can live
strategize with you, and I thinkthat that works really well to
(34:13):
make it not so stilted orawkward, because it's not forced
conversation, it's.
This is a strategy session.
I'm giving you your time'sworth in it.
So those are two completelyopposite ways to go with it.
But polls are a great way to dothis too.
(34:35):
For the people in the chatright now who are like you know,
I don't like the conversation,because polls provide a
conversation without actuallyhaving to talk.
So Claire said depending on whenthe webinar is, I like to ask
what are you having for lunch?
(34:56):
I'm trying to get some ideas.
That's a good one, like I was.
Literally, I was one minutelate for this webinar because I
was on a sales call and theywere telling me that their
webinars are actually lunch andlearns, where they send them a
Grubhub when they're doing theirwebinar, so that would be a
(35:16):
great way to do.
It, too, is like a virtuallunch and learn and asking what
they're eating.
You're not that weird, trisha?
I also hate icebreakers.
I found this one particularlyfun because I didn't have to
participate, because I was thespeaker.
Um, let's see, read a memesomewhere that the woman said
(35:38):
she'd rather go to hell thantell a group of people about
themselves.
I have a fun fact that I alwaysgo to.
I got gored by an ox, and it'salways a winner, so I'm so glad
that that happened to me.
Okay, so those are the threestrategies that work really well
for secret selling.
I'm going to reiterate themreal fast and do not just jump,
(36:02):
because I'm also going to talkabout nurturing attendees who
don't convert.
Okay, so, real quick, we'regoing to run through those.
We're sending privateinvitations to people that make
sense.
So if you had a quiet chat oryou didn't do a poll, for
example, and you need to figureout who would be a good fit for
(36:23):
a private invitation, do alittle stalking, figure out who
would be a good fit for aprivate invitation.
Do a little stalking.
Go through your attendee list,go on LinkedIn and see who would
be a good fit to just start aconversation with them on that
next step.
Next is the offer threading.
So just tell stories and relateyour content back to your offer
so people know what the offeris without pitching them.
(36:45):
They just need to be informedand curious.
And then three is slipping intothe DMs.
And it's not awkward like somany of you in the chat said.
It's doing it consensually,because you're starting it off
with a conversation that'shappening in the chat.
The conversation starts firstin the webinar, a conversation
(37:07):
that's happening in the chat.
The conversation starts firstin the webinar.
Or you're asking them to tellyou that they want to be DM'd by
asking that in the chat.
Clara says another good one isto pull the room to get a sense
of your audience.
Who is the business owner, thefractional contractors, etc.
I love that.
Polls work really, really well.
You don't have to be superactive to interact with it.
(37:31):
Like if you're someone whowants to be on a webinar and
just like, sit there, camera off, mic off, I get it.
I'm that person too, but a polloffers an opportunity to
participate without being superactive.
Okay, for the last bit.
I want to talk about nurturingattendees who didn't convert,
(37:52):
because you might be in asituation where you have a
webinar or a training and nobodyconverted, but that doesn't
mean that nobody is going toconvert ever.
But that doesn't mean thatnobody is going to convert ever.
As I was saying a little bitearlier, it's very rare that
(38:15):
someone is in a position wherethey're experiencing the exact
challenge that you solve at thisvery second.
They have the money to solvethat right now and they have the
time to work with you too rightnow, and they have the time to
work with you too.
It's a trifecta of things thatthey need to be, that they need
to have at that moment to beable to convert.
It doesn't happen that oftenthat they're ready immediately.
(38:37):
So you need to be able tonurture your attendees who
didn't convert, and my favoriteway to do that and if you scroll
all the way to the bottom ofthis worksheet, you will see
Keep them Warm.
So this is a link to my nurturesequences that I use, but I'm
just going to give you ahigh-level breakdown of what I
(39:03):
do after a freebie to get peopleinvested in me, building a
relationship with me, and thatis breaking down the webinar.
We'll say webinar, since thisis what the specific topic is,
but it could be any type offreebie, breaking it down into
(39:24):
several teaching moments.
So you're doing a deeper divein each one of those emails.
That gives them a little bitmore clarity around the thing
that you taught, and then, atthe bottom, just have that
little offer thread that remindsthem this is how we can work
together.
This is what the next step is.
So it's not a direct salespitch, it's just a reminder.
(39:47):
Hey, if you are ready or whenyou're ready, this is how we do
it and you can click here andschedule that.
So I like to send five to sevensequences before I move them to
a nurture sequence or I'm sorryto like my newsletter.
So I'll take five to seven ofthose learning moments from the
(40:09):
thing that I was teaching, breakit down, do a deeper dive and
offer thread within those emailsreminding them how they can
work with me.
So nurture, because most of thesales happen in the nurture.
So which strategy do you thinkyou're going to implement?
First For me, I personallyalways do offer threading.
(40:32):
That's a no-brainer for me andI feel most comfortable with
consensual selling.
So the slipping into the DMs ismy second favorite one because
they've already indicated or Ihave a reason to reach out to
them, because that conversationstarted in the chat.
So those are my two favoriteones.
(40:52):
The private invitations worklike magic also, and they work
on me all the time.
I'm constantly buying fromprivate invitations.
So that is that Selling is notabout pushing.
It's about creating anenvironment that makes it feel
easy to move to the next step.
So our goal throughout thissecret selling journey is to
(41:17):
keep people curious, help themunderstand how they can work
with you and tie the thing thatthey learned to your offer.
Offer threading sounds perfect.
I can also agree to invite themto do everything first.
I love the caps in there, so weknow Okay, awesome.
(41:40):
Thank you guys.
So much for joining me today.
If you want more, if you wantaccess to this workshop, the
workbook, office hours andeverything else the Tiny
Marketing Club has to offer,head to the show notes page and
you can sign up for as little as$150 to get started.
You.
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