How do I prepare online sales strategies
[OBLG 003] Sales: The 2 most important sales strategies for your online business
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Just because you offer a product or service in your online business doesn't mean that you are a good seller. You might even turn up your nose at these particular types of salespeople. It would be best if your products sell themselves, right?
What if I introduce you to the two most important sales strategies for your online business in the third part of the introductory series? And also give you five keys for successful selling?
Then it should start right away, right? All right: press play!
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Transcript of the episode
You will hear the "Online Business Made Easy" podcast, episode 3. In this episode we talk about how you sell your offers in your online business and I have also brought you my personal 5 keys for successful sales.
Welcome to "Online business made easy". My name is Katharina Lewald and in this show I will show you how you as a coach, trainer, consultant or expert can turn your knowledge into a sustainably successful online business. Let's start!
Hello, nice to have you back. I'm so excited that we can talk about selling today because I believe that many of us have what is known as a love-hate relationship with selling. Because we love to sell when it works and we hate to sell when it doesn't work at all. And that's exactly why I want to start this episode with my 5 keys for successful sales.
First of all, before we start, I would like to remind you that this is still the entry-level series of my podcast. Because I said there are three important disciplines in online business that you simply have to learn to master if you want to build a successful or sustainably successful online business.
The 1st discipline is generating traffic, meaning getting people to your website.
The second discipline is to generate lead, i.e. to attract interested parties.
And the 3rd discipline is selling.
I can tell you one thing in advance, in case you are thinking: Hm, can't I start selling right away? Not really. Unfortunately, the three things belong together and you can't do any, you can't do step 3 before step 1 and you really need all three. Well.
The 5 keys to successful selling
We'll start right now with the 5 keys for successful sales. When I planned this episode, my approach was actually that I just wanted to say: Okay, that's the sales strategy, you can do it, pipapo. But then I thought: Wait a minute. In the meantime I have gained some experience in online business and worked with so many customers that I definitely want to lose a few words on the whole subject of mindset, i.e. your inner attitude towards selling. I have brought with me some very helpful impulses in my opinion. I don't want to force that on you, of course you can decide for yourself which of them you want to take with you. Personally, I always like such impulses because they help me to review my own thoughts and actions. That's why I'd like to start with these five key elements, or five keys to successful sales, before I really get into the two most important sales strategies in an online business.
Only do what you are comfortable with.
The first key is: only do what you are comfortable with. There was a discussion in my free Facebook group the other day and a member of the group had just said that she had received the tip from numerous different marketing experts that she should be on her thank you page when people join their email. Enter the mail list, on the thank you page she should just make an offer and then it should read as follows: Before I send you my freebie, please read the thank you page here and then there was an offer. She just asked how the rest of us feel about it? And she says she thinks it's stupid and whether she should do it anyway. I just wrote underneath: Clear announcement, if you think it's stupid, leave it.
That's exactly what I want to give you on your way. I think it's basically always not bad if you can still look at yourself in the mirror in the morning, even if you have an online business. I personally trust it very much. So personally I have a very, how shall I put it, a very intense moral compass. When I look at other people in the online business, some of whom I know very, very well, and where I really say that they are absolutely morally and ethically correct, they are already doing it Things where I say: I wouldn't do that now. But I wouldn't say what they're doing is unethical or immoral, but it's a tick further out than what I would do. I'm there, I think, how should I put it, my compass of values is already EXTREMELY well aligned. But there are also people who are totally open to all kinds of things and try everything and are very honest and that's why the tip: only do what you feel comfortable with.
If you say: It's okay for me to try certain things and you are completely okay with them, then do it, not an issue at all. Don't let other people tell you about it and if you now say: Well, this and that strategy, mhm no, feels kind of strange to me, then just leave it. Because I think you just have to, especially when it comes to selling, it's a lot about trust. About people, about relationships and if a relationship already starts at one level or has a certain beginning that already includes strategies that one or both sides are not really comfortable with, then I think this is not a good start for a relationship. Especially when you say: So with certain sales strategies from any online marketers that are out there, I'm not at all, so that's not my thing. Then you have come to the right place in my podcast, because I will explain to you how you can build an authentically successful online business or a sustainably successful online business.
For me, sustainable success also means that you can still look at yourself in the mirror, that you do something that will still work and work well in two or three years, or ideally in 5 or 10 years, and that's why I really appeal to you : Do only what you feel comfortable with.
Sometimes leave your comfort zone.
The second key to successful sales is: sometimes leave your comfort zone. I have to grin a little now, because I deliberately made it a bit contradictory, because on the one hand I say: only do what you feel comfortable with and on the other hand I say: leave your comfort zone. I'll give you an example of what I mean by that right now.
For example, if you are currently doing a launch, if you don't know what that is, no problem, I'll get to it later, then it is usually the case that you have to send a relatively large number of emails in a launch, so it's easy your potential customers will become aware of you and then take advantage of your offer. Most people don't trust each other, so I've worked with a lot of customers, all of whom I had to coach so lovingly, yes how should I put it, so that they just sent more than one or two emails when they now had an offer. Most people just don't dare to do it. They are afraid, they annoy their e-mail subscribers and they simply do not dare to send several e-mails when they have something to sell.
But experience simply shows that with every further sales email, sales come in again and not everyone reads every email. To cut a long story short, you sometimes have to push yourself a little, do a little more or do a little longer or just go your own way, even if you might do something that others would not recommend. I also do longer podcast episodes than most people would recommend because I like to listen to long podcasts myself. So what! So now I've made up my mind and either it works or it doesn't. Not just when building an online business. I think that applies to any business that you can only build up, it is important that you leave your comfort zone regularly and always stretch a little beyond your comfort zone in everything you do. That can only help you to become more successful if you internalize it or at least check when you last ventured out of your comfort zone to sell and what you did and of course also reflect: Did that work? If yes why? Or maybe it didn't work and if not, why was it that it didn't work?
Learn to love selling.
The number three key to selling successfully is really: Learn to love selling. I wouldn't say that I'm someone who has internalized this 100 percent. For me it is the case that I find certain types of selling absolutely great and totally absorbed in them. For example, I totally love selling through webinars. This is totally my thing. As an introvert, perfect for me. I sit at home, I chat into my microphone and in the end I sell my product. Really great. That works very well for me. I'm not that big of a fan of face-to-face sales talks. But I do them because larger coaching packages, i.e. things that simply require a higher investment, most people simply need a personal conversation with their potential coach and I can totally understand that. Now is not my favorite let's say it, but I'll do it anyway. And that's what I mean by: Move out of your comfort zone.
What I mean by learning to love selling is that idea of chatting on someone or of forcing them to lose. Because I think a lot of us don't like selling, because we think we're talking to someone they don't need or something. But if you are convinced of your offer, if you go into selling with integrity, if you say, hey, this course or this coaching package or this group counseling is exactly the right thing for you, because A, B, C, I'll help you thereby reaching A, B, C. And you really stand behind this statement, then you start selling with a different background than if you just say, come what may, the main thing is that I sell something today. In my introductory meetings, I would never sell anyone if I said this is not right for you. I've already told people who wanted to buy coaching packages for thousands of euros: You, in my opinion this is not the right step for you at the moment, let's start with this and the product or offer. So far everyone has been grateful to me for this and this is the only way I can reconcile selling with myself, my conscience and my ethical-moral compass. That I am really honest and also say what I think, I am anyway. Anyone who has followed me for a long time knows that I wear my heart a little on my tongue.
That's what I mean by learning to love selling. So don't start selling with the thought: Oh, now I have to sell something to someone and, oh, I'm annoyed by them and so on, but really to say:
I have an offer that is valuable.
I know that I can help my customers with it.
I know who the offer is intended for and I will tell you if it is intended for you or if I think that you will benefit from it. But I'll also tell you if it's not right for you.
Just check your inner attitude in this area, how you are there, and just see whether you already love selling and with what thoughts or with what inner attitude you go into selling.
I think it's okay if others want to sell you something.
The fourth key to successful sales is one of my favorites: I think it's okay if others want to sell you something. It is such an unwritten law that if you do a webinar, for example, and at the end of it, present your product, just at the moment you start selling, so many, not most and not the majority, but some people do the webinar leave because they simply say: No, you want to sell me something, I don't feel like it. I've been watching your free content for 45 minutes and now I'm gone.
It's also totally okay, nobody has to stay in my webinar until the end if they don't want to hear this. In all honesty, if you want to learn to sell or sell more, then it doesn't work that you have the attitude, I don't want others to sell me something. If you are internally blocked from others selling you something, you cannot sell anything either. Because then you basically have the negative attitude towards this whole topic of selling, because in the end it doesn't make a big difference whether I'm openly minded when someone wants to sell me something or whether I'm open minded when I want to sell something to someone. That doesn't mean that you should buy everything that is offered to you now. I don't mean to say that at all. What I'm saying is that you learn and study how others sell.
That you look at other people's sales strategies, that you open yourself up to potential offers and that you just don't have such a blocking attitude and always run away immediately whenever someone wants to sell you something. But stay open, take a look at it, see how you can perhaps learn from it, even if you don't want to buy the product yourself. Personally, I think that's cool, I sometimes register for webinars just to see how they sell me their product. If I like it, I'll buy it, if not, I won't. But then I learned something.
I also really enjoy reading sales emails. Very, very, very much of what I know and what I make money with today by teaching my customers, I learned by studying other people's sales strategies. Personally, I am now also a person, I love strategy, one of my greatest strengths is also thinking and acting strategically. But you can also learn that, just to see what others are doing and to see how I can implement this for my own business, what I have seen and learned there or what I have observed. I can only recommend that to you. So think it's okay if others want to sell you something and study how others want to sell you something and take over what really suits you.
Invest in yourself and in your business.
The fifth key to successful selling is: Invest in yourself and in your business. You can't believe how often I've seen people come up to me and tell me that they want to sell coaching packages for 5,000 euros, but who have never invested in such high-priced coaching themselves. When asked "Yes, would you buy a coaching package for 5,000 euros now?", They got big eyes and said: No. And then I said: Yes, but how would you like to sell something to someone else that you wouldn't even buy yourself? How is that supposed to work?
It has nothing to do with integrity at all. We will certainly talk again in this podcast about how to set the prices for coaching or consulting packages, for example, and so on. It's a huge complex of topics that I don't even want to open up here. It's all about me, you have to invest in yourself and your business before others invest in you.
If a customer comes to you and buys an online course from you or books a coaching from you, then he invests too, he invests in himself, but he also invests in you. He says, man, I believe that what the woman or the man is doing will help me, that that will bring me something. And if you are not ready to invest in yourself and in your business, why should others do so? Personally, it would never occur to me to offer a coaching package for 5,000 euros if I hadn't bought such a coaching package myself at least once.
I personally give, so I don't have any prices that I wouldn't pay myself. On the contrary, I have already spent much, much more than what I myself take for my offers. That's okay too.But I just wanted to say that again, because I often experience the fact that so many coaches and consultants want to earn a lot of money with their services, where there is nothing wrong with them, only that they are not at all ready themselves and to invest your business or that this thought is there: Well, once I start making money, then I can invest. But that's not how it works, unfortunately.
If you want to run a marathon, you need to train before the marathon and not after the marathon after you've run it. If you want to organize a wedding, you need to organize the wedding planner before the wedding, not after the wedding. It's the same with investing in your business. If you have goals, get someone to support you and invest in you and your business to help you achieve those goals. This is how a shoe becomes out of it and not the other way around. So. That was the word for Sunday.
No, but we're starting now with the two sales strategies and in my opinion there are two main strategies in online business how you can sell your offers. The first is a so-called launch and the second is a so-called evergreen funnel. I will now explain to you what is meant and I can tell you in advance that the two can also be totally mixed and that there are an infinite number of different, yes how should I put it, mixed forms of strategies and so on. And that's why it's great when you have support in the form of a coach or advice or group or whatever mastermind group so that you can easily find a way through this jungle for yourself. But now I'm at least trying to unravel these two things.
First sales strategy: launch
Let's start with the topic of launch. What is a launch? A launch is actually about having a product or an offer that can be bought for a short time, i.e. for a limited time.
Let's say you have an online course, for example, and it can be bought from June 1st to 5th. Before that you can't buy it and after that you can't buy it anymore, because then the launch is simply over. The idea behind it is simply to either, I would say, reduce this offer in the sense that you say that this is the period in which you can buy the product, after that it’s no longer possible. Because of this, a lot of people buy because they simply know that after that I can no longer get the product. With successful promotions we always need some kind of shortage, a shortage element. And that's a great scarcity element to say, from then until then the course is open and you can buy the course there. It's kind of, I'll say, a bit of an artificial shortage.
But if you say now, okay, for example, I have a group program and it starts on June 1st, then of course you can't say you can buy it now when you want. A group started together at a certain point in time and then it is in the nature of the offer that you can only buy it within a certain period of time. To give you an example, I would like to talk a little bit about my last launch of my “List Magic” course, my email marketing course. As a rule, the first thing you do is come up with a so-called launch strategy. That means you think about it: How do you want to generate as much attention for your product as possible in a short period of time and of course get as many customers as possible for your product.
In the case of “Listenzauber” I worked with a challenge, with the 5-day customer magnet challenge, as it was called for me. I've already carried out this launch twice, so maybe you have to say that too. So I decided on the Challenge format. That means, before the product, this course, was opened, there were 5 days of free tasks, free content from me, for everyone who had signed up for this challenge. The aim of the challenge was that the challenge participants created their own freebie at the end and they had that at the end of the challenge when they had done all the tasks. At the end of the challenge, i.e. on the fourth day, there was an additional webinar. And then I just opened the course and said: Okay, now you can buy this course. The course basically answers all of the questions you still have if you've created the freebie. So the course is the next logical step, so to speak, once I've done the challenge and now want to know how things will go from here.
In the challenge there were 1,500 participants the second time, the first time there were 1,000. The focus here was really on getting people into the challenge, because I already knew from the first launch that the more people I get into the challenge, the more I can, i.e. the more courses I can sell in the end. As I said, I then opened the course in the webinar. One speaks of the so-called open cart, i.e. the open shopping cart, if you will. Then there was a certain number of days, I don't know how many there were, 5 or 7, how long you could buy the course. But I had built in an additional scarcity element and said: Okay, there will also be a bonus package in the first 48 hours. Then a few days later there was another bonus package and these bonus packages were only ever received in the period if you bought in the period in which this bonus package was available. If you bought afterwards, you didn't get the bonus package. And it worked very well too.
In addition, there was of course a series of e-mails, so after the challenge there were several e-mails in which I referred to my product. And then of course there were various social media posts, mainly to promote the challenge, so that people get into the challenge. That's one way you can do a launch like that.
I recently did a VIP day in Potsdam with a customer who came from Munich especially to work on her online business for a day and planned a complete launch with this customer, who is a dog trainer, too a challenge. That means that she will soon be launching her online course and also doing a challenge launch.
There are also other possibilities, you can "only" use one series of e-mails to sell, you can also use webinars to sell. I combined a challenge and webinar a bit here. If you now say that I don't want to sell an online course, but rather I want to sell a retreat for 2,000 euros or a consulting package for 3,000 euros, you will probably choose a different strategy because, as I said, most people are there at such prices who just want to speak personally to the person offering this. It's understandable that when I book a coach, I want to talk to him before I book him.
So depending on what you are selling and how your offer is structured, you will choose different launch strategies. I recently launched my next-level VIP mastermind and I actually "only" sent e-mails and did a few other things, but the e-mails were the main part of this launch, so to speak. I didn't do much more, and I didn't want to, because there were only six places and I knew that six places wasn't that much and I didn't want to draw too many people's attention to it now. But as I said, what kind of launch strategy you use depends on what kind of product you have and what the nature of your offer is.
Second sales strategy: Evergreen Funnel
And now we have the second main strategy and that is the Evergreen Funnel. I have to say, I think that's pretty much the goal of many who want or have an online business that they say, I want to make money while I sleep. I want to have a product that sells itself automatically every day or every night and where I actually don't have to do much anymore. In principle, I think it's a great idea and it works too. I'll give you an example from an American marketer in a moment, where I've seen it and where I think it will work great the way she does it. But you really have to say that building such an evergreen funnel is at least as complex as a launch. I think it's even more complex because there is a lot involved and I don't just mean technology. We're not even talking about technology yet, we're just talking about strategy. In my opinion, this is not something you should start with if you want to do, i.e. build, an online business now. In my opinion, Evergreen Funnels are more of a topic that you dare to tackle when you've been in the online business for a year, two or more and when you already have products that are doing well and that you have successfully launched. Because then you know how to sell the product well, what the main selling points are, to which topics your audience reacts well and then you can build that into such an automatic funnel.
That's why the thing is called Evergreen Funnel: Evergreen, i.e. evergreen, because you can book or buy this course, this product, this offer at any time. Then of course you proceed a little differently than if you now have a course or an offer that is only available for a certain time. As I said, I'll give you a quick example from an American marketer named Farideh Ceaser. I would also like to link you to her website in the show notes.
At Farideh's I saw a funnel that I found pretty good and that was about it, she has a course on Facebook ads, which I think is called Facebook Ads something. Facebook Ads for Launching, that's right. It was like that, among other things, probably several, but also a specific blog post about Facebook Ads, where she gave very detailed tips on how to deal with any topic related to Facebook ads, I know no longer exactly what it was. And in this blog post she had a freebie where you could sign up for her Launch Mini Playbook. So basically a free launching guide. You can sign up, give her the email address and then get this Launch Mini Playbook.
Then she made a so-called tripwire offer. This is practically the first offer, if you will, what money costs in this automatic sales funnel. That was the launch playbook. At the freebie, I just said Launch Mini Playbook. So that was a small version with 10 or 20 pages from their actual Launch Playbook, which, as I said, cost money but which had almost 100 pages. I know because I bought it. That launch playbook, I don't even know what it cost, I think it was about $ 27 or $ 37 on the shoot, I bought it and while I was pretty much already, why did I buy that? How did I get it? Because after I signed up to her email list to receive this Launch Mini Playbook, I got a series of emails from her where she pointed out this Launch Playbook once or twice and then said, Hey , by the way, you can buy this here. I did then.
And then, when I bought that, I got a series of emails where she offered me her Facebook Ads online course. I didn't buy it, by the way, because I already have some experience with Facebook ads and didn't find that there is so much in it that I didn't know yet. But that's another topic. I think it's a great example of how an automatic funnel works. Before that, of course, there is still the first step, so in the example I just said, the first step is that someone comes up with a free blog post. But of course you also have to think about how do I get someone on the blog post now. And there is the possibility, as I said, maybe to make Facebook Live videos or to place advertisements or that you make posts in the social networks that refer to this blog post. And when this whole system is set up and working and maybe a purchase comes around every few days, well, I'm talking about buying the big online course because that was actually your sales thing in the whole funnel. Because it cost $ 300 or $ 400. Then it gets exciting, because then you really earn money in your sleep, if you will. But as I said, to set up such a funnel, to plan it and then implement everything and then with the technology, that's really a real challenge, it's not easy. A lot of people I know who already have a successful online business, they still don't have an automatic funnel because there is a great deal attached to it.
I can understand that you think this is awesome and that it might be one of the main reasons you want to do an online business, but I really want to encourage you, really start with launches first. I know so many people who have created online courses, for example, who put them on their website and then wondered why no one would buy it. If a product is always available, then you just have to think of something that people will buy. Because if something is always available, it's not that interesting, then I don't really have a reason to buy it today. Then I say to myself: Oh, I'll do it tomorrow or oh, I'll do it next week and most of them will never do it. Because at some point you no longer have a need or you may have already bought something else to meet your needs because you felt a certain urgency. That's why you have to think carefully about what you are doing with such an evergreen funnel. And with a launch you have the advantage that if a product is only available for a short time during a launch, you automatically have a certain shortage and a certain urgency in your promotion.
In order to completely confuse you now, I'll tell you that there is also the possibility of promoting products in an evergreen funnel. For example, I know an American, Melyssa Griffin, and she has two online courses, one on Pinterest and one on email marketing or something. With her it is like that, you can buy these courses at any time, they are not closed or anything, you can book them at any time. But she does a doctorate for one of her courses almost every month, where there are bonus materials for a certain time that you only get if you buy during this period. Certainly people who bought the course before will also get these bonuses, but if you don't pick up this bonus package when you buy the product when you launch, you won't get it later. That means she also has to think about how she is encouraging people to really take the decisive step now and buy the product with their courses, which can be bought at any time. And then she does promotions for these products, which are actually available at any time. I hope you can see a little, let me say, how complex this whole topic is.
I said that in this podcast we want to start with a small entry-level series - traffic, leads and sales - so that we are all about the same for the time being and also because I don't like every single term that much in the later episodes would like to explain- Because that is usually very exhausting for those who are already a bit in the online business. You are welcome to come back to this beginner series again and again if you want and maybe listen to one or the other again when I talk about things like launches and freebies and so on later, so that you just know again what is meant.
What is also very obvious is that we haven't gone into so much detail in this entry-level series. I can only tell you that it is on purpose. Because if I start going into all the details now, then I think that many listeners will probably be completely overwhelmed very quickly and that is the last thing I want to achieve. With my podcast, I actually want to shed light on the darkness and help you to find your way in this whole online business jungle and that's why we're doing everything piece by piece and will soon start looking at some topics a little more in-depth. There will then also be guest experts whom I will then invite to interviews. And of course there will be a lot more examples, not only from my online business, also from the online businesses of my customers and cooperation partners and so on, so that you always get nice examples. I will then also give you examples from areas other than marketing, which is always desired.
I hope that you enjoyed this episode and that you were able to take away a lot, especially with regard to these 5 keys to successful sales and the impulses I gave you.
In addition, I would be very happy if you subscribe to my podcast, maybe leave me a review on iTunes and join my podcast Facebook group. I will definitely continue to discuss this whole topic with you and the other listeners, like every other episode. There will be a post in the group for each episode, where you can ask questions or exchange ideas with other listeners on the topic, which I will of course also take a look at. Maybe we'll see you there.
I would be very happy and now I wish you a good time. And until the next episode!
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