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How To Grow Your Revenue So FAST It Feels Like Cheating — Transcript

by Will Barron · 4,635 words · 668 segments · language en · Watch on YouTube

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0:00There are only a handful of ways to
0:01legally grow your business fast. And my
0:03experience with this is on average when
0:05people join our mentorship within the
0:07first 30 days they increased their
0:08revenue by over 21%. Now most of the
0:10people joining the mentorship they
0:12thought that they were doing absolutely
0:14everything legally possible before they
0:15found me. Yet I managed to improve their
0:18revenue and I managed to do it basically
0:20every single time. And I do this by
0:21helping them understand their customers
0:23buyers journey and then building their
0:26entire sales process around [music]
0:27this. So, if you'd like to grow revenue
0:29so fast that it feels illegal, in this
0:31video I'm going to explain how
0:32understanding your buyers journey is the
0:34key thing to winning sales fast, why
0:36this process enables you to sell without
0:38feeling gross and and all salesy and
0:41disgusting, and the exact five-step
0:43system to increase your revenue by more
0:45than 20% in [music] the next 30 days or
0:48less. Now, most business owners who sell
0:50a service to other businesses that
0:52[music] feel like they're not living up
0:53to their own revenue potential have
0:56competitive pricing. They have a service
0:57that's probably genuinely better than
1:00their competitors and well, they're
1:01still not making enough money. So,
1:03what's going wrong here? Well, the thing
1:05that's going wrong is not price and it's
1:07not your service quality. There is
1:09something else going on. And here's what
1:11it is. The real culprit that's stopping
1:13you reaching your revenue potential is
1:15the fact that you're pitching to a buyer
1:17at the wrong stage of the decision
1:19process. you're showing up with the
1:21wrong conversation at the wrong moment
1:22and the meeting never gets booked or if
1:24you do book the meeting, you get ghosted
1:26soon after sending a proposal because
1:28the buyer wasn't ready for what you were
1:30trying to sell them. Cuz I want you to
1:31think about it like this. [music] Every
1:32buyer, regardless of the the industry
1:34that you're selling into, they move
1:36through five distinct stages before they
1:38sign a contract and hand you hopefully a
1:40whole bunch of money that you can go and
1:42spend on whatever you want to go and
1:43spend it on. And most business owners
1:45don't understand the prospect's buying
1:47process. They don't understand this
1:49journey that they're on, which means
1:50that they're firing the same pitch at
1:52every prospect that they speak to,
1:54regardless whether the prospect is in
1:55stage one or stage four or stage five of
1:58their own journey. This mismatch is
2:00where people start hitting you with,
2:02"Well, I I need to think about it
2:04objections." And it's where prospects
2:05will just plain ghost you altogether and
2:08you think it's really rude and they
2:09don't care about it whatsoever. So, very
2:11quickly, let me explain each of these
2:12stages so you can leverage each one to
2:14grow your business faster. Now, stage
2:16one of the buyer's journey is the
2:17awareness phase. This is where something
2:20breaks the buyer status quo. Maybe a new
2:23competitor has appeared out of nowhere
2:24and they've started eating their jaw or
2:26a key hire didn't work out and now
2:28there's a gap in their business that no
2:30one can fill. They know something is
2:32wrong, but they can't name it properly
2:34yet. They're searching for the symptoms
2:36rather than the solutions to this
2:38problem. So, if you pitch your service
2:39at this stage, it's going to fall on
2:40deaf ears. Step two then of the buyers
2:43journey is consideration. Now they've
2:44defined the problem that they have and
2:46they start to research how to fix it.
2:48And it's really important at this stage
2:49that you understand that your real
2:51competitors are the I'm going to do
2:54nothing about this and [music] I'm going
2:56to do this myself. I'm going to build it
2:57in house. I'm going to DIY this. They
2:59are your main competitors rather than
3:01the the pesky businesses that also sell
3:03a similar service to you that you're
3:05constantly stalking on social media
3:07wondering how they're making so much
3:08money. So in this stage, what you need
3:10to do is pitch against doing nothing
3:12[music] and the DIY alternative to
3:15working with you rather than bothering
3:17about your competitors. Then we got
3:18stage three. Stage three of the buyers
3:20journey is where they start to make
3:21decisions. [music] They've narrowed down
3:22the solutions to their problems and
3:24they're trying to justify this choice
3:26internally. And here's what changes at
3:28this stage. Risk reduction matters to
3:31them more than the potential upside of
3:33solving this problem. They're asking the
3:35question, what's the absolute worst
3:37thing that can happen if I pick the
3:38wrong service provider? And so your job
3:40is to be the safe choice. That's all you
3:43got to do if you're pitching at this
3:44stage of the buyer's journey. Then we've
3:45got stage four and this is validation
3:47and consensus. And this is where
3:49procurement starts to get involved or
3:51legal gets involved or finance or
3:53whoever else needs to stick their bloody
3:56ore in things to so they feel important
3:58so they can justify their own job and
4:00try and give other people other than our
4:02decision maker, the person that we
4:03actually care about. give them a little
4:04bit of feedback and and and guidance
4:06internally. And you've probably been in
4:08this situation before where the one
4:10person who wasn't on the buying
4:12committee, who wasn't on any of your
4:13discovery calls, well, they've got a
4:15veto and they vetoed your deal even
4:17though you didn't even speak to them and
4:18explain how you can help. Deals die here
4:22silently. And this is crazy because
4:23you've done a ton of hard work to get
4:25the buyer to this point. And most
4:26business owners don't even know it's
4:28happened because they've not engaged the
4:30entirety of the buying group. And so
4:31they've no idea who has and who hasn't
4:33bought into the solution. Then we have
4:35stage five and this is the purchase
4:37stage. This is where your invoice gets
4:38paid. You make a boatload of money.
4:40Everyone is happy. Now your job at every
4:42single one of these stages is exactly
4:44the same. You have one single job and
4:46that is to help the buyer move from one
4:48[music] step to the next step to the
4:50next step of the buyer's journey. That
4:51is it. Don't over complicate this. You
4:53just got to move them one step along
4:55basically every time that you engage
4:56with them. And if you do this enough
4:58times, you are literally guaranteed to
5:00win their business. So, you now know the
5:01steps of the buyer's journey and roughly
5:03what you should be doing to help them
5:04move from one step to another. But
5:06knowing the stages of the buyer's
5:07journey, of course, that's only going to
5:08help you if you're reaching out to
5:10buyers who are in that specific stage at
5:12that specific moment right now. And most
5:14business owners have no way of telling
5:16who's in the market and who isn't.
5:18[music] So, the question then is, how do
5:20you find buyers who already know they've
5:22got the problem that you solve? How do
5:23you get in front of them rather than
5:25spraying emails and whatever a cold call
5:27outreach you're doing right now hoping
5:29that you might bump into someone who
5:31theoretically might need your service
5:33right now or at some point in the
5:34future? Well, the answer to this
5:35question is to look for what I call
5:37trigger events. Now, a trigger event is
5:38just something that's visible to you
5:40that happens in the buyer's world that
5:42tells you that they've got a pain that
5:44you can fix with the service that you
5:45[music] provide. So when this trigger
5:46event occurs, you know that they've got
5:47that pain today, right now, not maybe
5:50next quarter or potentially at some
5:52point in the future, eventually maybe.
5:55And that distinction really matters
5:56because if you reach out to someone
5:58before that very moment, the problem is
6:00still probably in the background and
6:02it's it's just noise to them. It's not
6:04going to be a priority. They're not
6:05going to act upon it. They're not going
6:06to spend money with you when they could
6:08just plot on regardless. So, if you're
6:10not using trigger events, your outreach
6:12is going to go nowhere, and you're going
6:13to be left wondering why no one's
6:14replying to your emails. Now, here's
6:16what this looks like in practice. If you
6:17were selling sales training, you'd want
6:19to look for companies that were actively
6:20hiring salespeople because the moment a
6:22business starts building out a sales
6:23team, they need someone to help that
6:25team perform. It's very rare that sales
6:26people join an organization and have
6:28success [music] without some training.
6:29So, that is the signal. They've told you
6:31the pain without you having to go to
6:33them and ask. Let's say you are selling
6:36complex accounting services. You'd look
6:39for companies that are acquiring other
6:41smaller businesses and rolling them into
6:42one large operation. And that kind of
6:44deal where you're rolling up multiple
6:45smaller businesses probably means that
6:47the accounting gets very complex and
6:50they probably need your accounting
6:51service. Again, the trigger head tells
6:52you that they've got the pain before
6:54they've gone out into the marketplace
6:55and they've gone asking for help. And
6:57this applies to whatever you sell. There
6:59is almost always a visible external
7:01signal that the buyer has just entered
7:02the awareness stage of their buyers
7:04journey. You just got to know what
7:05you're looking for. Now, the trigger
7:06does two things at once. First off, it
7:08tells you exactly who to reach out to,
7:10so you're not firing random messages to
7:12a thousand people hoping that one of
7:13them just happens to be in the market.
7:15It also then gives you a reason to reach
7:17out that's impossible for most of these
7:19people to ignore because you're
7:21referencing something that's happening
7:22in their business. Right now, you are no
7:25longer sending a generic boring pitch
7:28about your service. It's not just
7:29another, hey, just checking in email
7:32that we obviously just delete as soon as
7:33we receive them in our inboxes. Instead,
7:35[music] you're saying, "I noticed this
7:37thing happened in your business. Here's
7:39why this matters, and if it is painful,
7:42I might be able to resolve it for you."
7:43And that's a completely different
7:44conversation to what everyone else who's
7:46spamming their inbox is saying. And so,
7:49immediately, you're going to stand out
7:50in this this sea of AI slop and dril
7:53that we're all getting hit with these
7:55days. So, find the trigger and you're no
7:56longer going to be guessing who's in the
7:58market. You're going to know the pain
8:00that they have and you're going to have
8:01a solid reason to reach out and book a
8:03meeting to you discuss solving that pain
8:05with them. And if you're struggling to
8:07find a trigger event to start building
8:08your sales system around and you'd like
8:10a bit of a hand of it, we'll click the
8:11link in the video description and book a
8:12call with one of our team here at
8:14salesman.com. If you're a good fit for
8:16our mentorship, then I'll personally
8:17work with you. I'll sit with you in
8:19group coaching calls in the community.
8:20I'm in there day in day out and I'll
8:22help you find your ideal customer
8:24persona, your trigger event, and then
8:26we'll build a selling system around that
8:27so you can find and close my deals in
8:29the next 30 days or I'll give you your
8:31money back and $1,000 on top [music] of
8:33it. So, you can now spot who is in the
8:35right stage of the buyer's journey, that
8:37they're in the market, that they're
8:38going to be interested in engaging with
8:40us. But just spotting these folks
8:42doesn't put money in your pocket. You've
8:43still got to get on a call. And most
8:45business owners have no reliable process
8:48to make that happen time and time again.
8:50You've got to be able to book out your
8:51calendar for weeks, if not months ahead.
8:54So, how the heck do we do that then,
8:56Will? Well, the first thing we got to do
8:57is figure out where your buyer is
8:59spending the time because that
9:00determines how then you're going to go
9:02about reaching them. So, if you are
9:04selling to if you're selling to farmers
9:06or or trades people or someone like
9:07that, well, they're not sitting in front
9:08of the inbox refreshing Gmail all day.
9:11So, pick up the phone and give them a
9:13call. But for most buyers who are
9:15spending time in front of the computer,
9:16at least part of the day, a sequence of
9:18well-crafted emails is probably what you
9:20need to get in front of them. And for
9:21those emails to be effective at booking
9:23meetings, they need to be built around
9:25what I call the curiosity loop. Now, a
9:28curiosity loop is a statement that
9:29builds genuine curiosity in the reader's
9:31mind. But it leaves a little bit of a
9:33gap, a gap that can only be closed by
9:35booking a call and having a conversation
9:37with you. And your email with its
9:38curiosity loop has one single job. Its
9:41[music] job is to make them curious
9:43enough to want to proactively jump on a
9:46call and finish up the conversation with
9:48you. And the key move is this. In the
9:50email itself, you want to name the
9:52specific problem that you've spotted
9:53using the trigger event that you've
9:55identified. So the thing is happening in
9:57their business right now. They are in
9:59pain. They want to solve this. Then you
10:01want to link to proof that you've
10:02already solved it for people like them.
10:04So this builds massive amounts of trust
10:06in just one or two lines of text. And
10:08you don't need to over complicate this
10:10to book meetings like crazy. Your email
10:12could be as simple as, "Hey, the
10:14person's name looks like you have X
10:16problem." Your trigger event that you've
10:18identified. I've solved this for 561
10:21businesses like yours. Here's a page of
10:23testimonials of people who have fixed it
10:25for good. [music] Would it make sense?
10:26Should a quick call and I'll explain how
10:28it works. That is it. That's all you've
10:29got to write to have a really effective
10:31cold outreach campaign. All you got to
10:34do to consistently book meetings in your
10:36diary is trigger event, build trust, ask
10:39for the meeting. That is it. The trigger
10:41itself is what makes the email and all
10:43your outreach feel really personal and
10:45timely. This what separates you from all
10:47the AI slop that's hitting everyone's
10:48inboxes. And then you just got a little
10:50bit of proof that makes you credible. So
10:52now that they're on a call with you,
10:53your job does change at this point
10:55completely. Your job now is to run a
10:57discovery process that goes [music]
10:58deep, deep, deep, deep into their
11:01painful reality. Now, I'm not going to
11:02run through the entirety of the
11:03discovery call process in this video
11:05because I've covered this in other
11:06videos, but in a nutshell, you want to
11:08understand exactly what the problem is
11:10costing them in time, in money, in
11:12stress, in in whatever is keeping them
11:14up at night. If you're selling to a
11:15business owner, you want to understand
11:16how it's affecting their [music] family.
11:19Uh, or go deep as you possibly can at
11:21this point on the discovery call. Then,
11:23once you understand the current reality,
11:25we want to help them see the bigger,
11:27brighter, bolder future that they'd be
11:29living in if this problem was gone. So,
11:31what does the business look like on the
11:32other side of all this? What does the
11:34work week look like? How much more money
11:36are they going to make? What's going to
11:37be the impact on that money, on that
11:38wealth, on their family? [music]
11:40You want to paint a picture that's so
11:42vivid that they want to, they're excited
11:44to move towards it. And then once you've
11:46mapped out where they are and where they
11:47want to get to, well, then you position
11:49your service as the bridge between these
11:51two places. You're connecting their
11:52current painful reality to the outcome
11:54that they want. and you're giving them
11:56via your service, via working with you a
11:59specific path between the two places.
12:01So, book your meeting using cold
12:02outreach, using the curiosity loop with
12:04the prospects that are in the correct
12:06stage of their buyers journey. You know
12:07this because you've seen a trigger event
12:09and you've reached out to them at that
12:11moment in time and then run them through
12:12a structured discovery call process and
12:15you are easily more than 3/4 of the way
12:18through the process of getting the deal
12:19done at this point. [music] Now, at this
12:21moment in time, the prospect probably
12:23seems genuinely interested. So, most
12:26business owners now take the pressure
12:28off. They they sit back and they wait.
12:31They stop helping the buyer move through
12:33these steps of the buyer's journey. And
12:35that is exactly why even the most
12:36qualified prospects can end up ghosting
12:39you and can go to a competitor in a
12:41[music] heartbeat. Why does that happen?
12:42Because, well, the buyer at this point
12:44now is shortlisting vendors. They're
12:46trying to justify their choice
12:47internally with the rest of their team
12:49as well. And I need you to really
12:50understand something here. They're not
12:52sitting around super excited to work
12:55with you. Of course not. They're
12:56worried, [music] right? The their
12:58biggest concern at this stage of the
12:59buyer's journey is that they pick the
13:01wrong vendor. They waste a bunch of
13:03budget and then they've got to stand up
13:04in front of perhaps their boss or if
13:06they're the business owner, maybe
13:07they've got a board or the team or
13:09whoever it is and they've got to explain
13:11why they've been a numpty and the whole
13:14thing has fell apart. And if the deal
13:16size is over 50K or so, which very well
13:18could be if you're watching this video
13:19right now, then they're probably
13:21literally crapping themselves just a
13:22little bit as well. So risk is the
13:25dominant emotion at this point. And if
13:26you don't address it head-on, the deal
13:28is going to die whilst you're sat on
13:30your ass waiting for a reply from the
13:31last email to come into your inbox
13:33that's never going to come. So at this
13:35point of the buyer's journey, of the
13:36buyers moving through it, you've got to
13:37run the prospect through an
13:39indoctrination process. So this means
13:41getting case studies and customer
13:43stories in front of them. And it's got
13:45to be stories from people who look just
13:47like that individual. So, same industry,
13:49same problem, same size of business,
13:51even same location, or anything else
13:53that you can tie these two people
13:54together with. And the goal is pretty
13:56simple. You want them to see themselves
13:59in that [music] story. You want them to
14:01to vividly imagine the future that
14:03they're buying into before they get
14:05started working with you. And alongside
14:07all of this, you got to be doing what's
14:08called microclosing every single touch
14:10point that you have with the prospect
14:12from this stage forward. You should have
14:13been microclosing the whole way through
14:14the process, but it's especially
14:16important right now. And if you've not
14:17watched my content on microclosing
14:19before, it's dead simple, but it's
14:21probably the most effective sales
14:23technique that exists for business
14:24owners. So, a microclose is when you ask
14:26a dead simple question, like at a high
14:28level, do you think this might be a good
14:30fit for you? [music] And if the buyer
14:31says yes, then you go, great. And you
14:33move on to the next step of the buyers
14:35journey. But if they say no, and this is
14:37where the magic really happens. If they
14:38say no, you go, okay, great. what would
14:41need to happen for this to be a good fit
14:44at a high level. And then you shut up.
14:46You stop talking. Probably don't even
14:48smile. If you're doing this remotely,
14:50you just stare at the camera. If anyone
14:52engages with me and uh you'll see me on
14:54calls, I'll always have a glass of
14:56water. I'll take a sip of water at this
14:57point.
15:00You've got to let them answer [music]
15:01the question. Now, what happens at this
15:04point is because you've been guiding
15:06them through the journey rather than
15:08pushing them or making them feel like
15:10they're being manipulated, they trust
15:12you. They're going to tell you the
15:13truth. They're going to coach you on
15:15exactly the specific objection or the
15:18missing piece from the overall package
15:19that you're providing that's holding
15:21them back from saying yes. And this is
15:22all when they're giving you this
15:23information genuinely valuable. And most
15:26business owners never get it because
15:27they never ask the microclosing
15:29questions that they should be asking.
15:30instead they're they're having a meeting
15:32and then sending crappy follow-up emails
15:34that lead with hey again just just
15:37checking in and they're wondering why
15:38they're not getting any responses.
15:40There's also something you got to do at
15:41this stage that is dead simple that
15:43nobody does and that is owning the
15:45competitor conversation and this is
15:47because your buyer is going to go out
15:49and do their vendor research whether you
15:50like it [music] or not. So why not be
15:53the person who gives them all the
15:55research that they need to make a
15:56decision? Cuz you probably know, right,
15:58who else is in the market, what they
16:00offer, roughly what they charge. And if
16:02you give them that information rather
16:04than them find it for themselves, rather
16:05than jumping on more discovery calls
16:07with competitors, well, if you give them
16:09that information, you can give them
16:11comparisons between each of the services
16:13that position you is clearly the right
16:15fit for that buyer. And we're not going
16:16to trash the competitors. We're just
16:18going to help the buyer see the full
16:19picture, but with you as the most
16:21logical choice sitting in the center of
16:23it. And the reason why this works is
16:25really straightforward. People, you, I,
16:28everyone else on the planet, we're all
16:30bloody lazy. And if you give a prospect
16:32everything that they need to feel like
16:34they've done their homework, so they're
16:36just going to mentally tick a box in
16:38their head, most of them are not going
16:39to go any further than what you've
16:40shared with them. they're going to feel
16:41like they've done the research because
16:43in their mind they have even though you
16:45give it them and it was maybe slightly
16:47potentially leaning towards the service
16:49that you offer. So when you micro close
16:51and give the prospect intel on your
16:53competition, you've now moved them a
16:55couple more steps along their own buyers
16:56journey. You've built a massive amount
16:58of trust and you've locked out your
16:59competitors. But even when your buyer is
17:02completely and utterly sold, deals still
17:05die at the final decision stage of the
17:08buyer's journey. And the person who
17:09kills your deals at this point is almost
17:12always someone that you've never even
17:14spoken to. So let's say you've done
17:15everything right. Your main contact is
17:18sold. They're ready to go. And then
17:20[music] quietly someone that you've
17:21never engaged with. They kill the deal.
17:24This is super annoying. I've been there.
17:26You've probably been there. It's
17:28procurement or it's a spouse who
17:30controls the finances if you're selling
17:31to small businesses or it's a it's a
17:33business partner who wasn't on any of
17:35your calls. Doesn't matter who it is.
17:37they have missed the journey that your
17:39main contact has been on with you.
17:41You've been alongside them on this
17:42buyers journey via building your sales
17:44process in this way. Right? So the
17:46person who koshes your deal, the person
17:47that you've not spent any time with,
17:49they didn't feel the pain. They didn't
17:50have the pain deepened via your
17:52discovery call. They weren't guided by
17:54you. And so they've got zero urgency to
17:56get this deal done. So when your contact
17:58goes back internally and they try to
18:00explain why it makes sense to work with
18:02you, they can't do it justice. Now, the
18:05fix of all this is really obvious, but
18:07nobody does it. You just got to get
18:09everyone who has a say in the decision
18:11on one single call before you try to
18:14formally close the deal. And you're just
18:15going to go around every single person
18:16who's on the call. It might be two
18:18people. It might be five people. And
18:19you're going to ask them what their
18:21requirements are to make this deal
18:23happen. [music] And you're going to let
18:24everyone speak. You're not going to
18:25pitch. You're just going to sit there.
18:27And I know this is diff I trouble with
18:28this as well. You're going to sit there
18:29and be present. You're just going to
18:30shut up and you're going to let them
18:32speak. [music] and you're going to
18:33listen to what they come up with and
18:35then you're going to microclose each
18:36person on their specific requirements.
18:38So, let's say we're in an inerson
18:39meeting and Allan is sat in front of us
18:40or we're on a Zoom call and and Allan's
18:42on the other [music] side of the monitor
18:45and he says, "Hey, I need a payment plan
18:47to fit my specific budget." Well, then
18:49you're going to micro close him. You're
18:50going to say, "Hey, Allan, you told me
18:52that you need a payment plan. If I set
18:54the payment plan up today, from your
18:55perspective, would you be ready to move
18:57forward?" So, you're closing Allen on
19:00Allen's requirements, not the group's
19:02requirements. You're finding out and
19:04then microclosing him on the specific
19:06things that needs to happen for him to
19:08agree for the deal to move forward. And
19:10if you do that with each person who's
19:11involved with the buying process, two
19:13things are going to happen. First off,
19:15all of the objections are going to be
19:16surfaced in real time, and you can deal
19:18with them then and there. And then once
19:19each person has been closed on their own
19:21specific requirements, getting started
19:23with you becomes the next logical step
19:25to move the buy journey forward. Nobody
19:28has anything less to object to because
19:30you've been through and you've answered
19:31everyone's queries. You're now in a
19:33position to ask yet another, you'll see
19:35the trend here, but yet another
19:36microclosing question to wrap things up.
19:38And it might start like this. Is there
19:40anything else to the group? Is there
19:42anything else we need to cover or does
19:44it make sense to get started today?
19:46[music] And at that point, if you've
19:47been through the rest of the process
19:48here, the deal is going to be yours. So,
19:50that's how you grow so fast that it
19:52feels illegal without breaking any laws
19:54by aligning your sales process with your
19:56prospect's buyers journey. But, there is
19:58one reason why most service businesses
20:00[music] get stuck building a sales
20:02process that factors all this in. And
20:03it's got nothing to do with your buyers
20:05or even the service that you deliver.
20:07Watch this video next. I'm going to show
20:08you exactly what's holding you back from
20:10building a repeatable sales process
20:12based on your prospect's buying journey
20:14and then how to fix this problem as

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