Fabienne Fredrickson is the founder of Boldheart and Boldheart.com. Originally celebrated for the creation of The Client Attraction System, Fabienne’s company has repeatedly been ranked by Inc. Magazine as one of America’s Fastest Growing Private Companies. She is the author of the upcoming book, The Leverage Mindset: How overwhelmed 6-figure business owners reach 7 figures and gain their life back.
Your Big Idea: Successful Entrepreneurs have One Big Idea. Follow JLD’s FREE training & you’ll discover Your Big Idea in less than an hour!
FREE Masterclass: How to elegantly close a sale
Your Big Idea – JLD’s FREE training to identify your BIG idea in just 3 hours!
3 Value Bombs
1) Making money is not about marketing your business — the closing is as important.
2) Being inauthentic results in distrust. Be authentic to your customers and let them choose your product/service
3) Share your gifts with the world — it is your moral obligation to do so.
DesignCrowd: If you’re not much of a designer, but are looking for ideas for your next logo, websites design or even your new business cards, then DesignCrowd can help! Visit DesignCrowd.com/fire for a special one $100 VIP offer for Fire Nation!
Grasshopper: Keep your business running on all cylinders regardless of whether you’re in your office, in your car, out running errands, or at your kid’s soccer game with Grasshopper: the entrepreneur’s phone system! Visit grasshopper.com/fire to get $20 off your first month!
**Click the time stamp to jump directly to that point in the episode.
[00:05] – Today’s Audio masterclass: How to Sell Without Ever Selling
[01:40] – Fabienne shares something not many people know about her…
[03:09] – Fabienne reveals the most crucial skill for making money — closing the actual sale. Tune in to hear why very few people can do this.
- Here’s the TRUTH: Not closing the sale means you don’t make money. And then, you don’t have a business – just an expensive hobby!
[05:27] – Majority of entrepreneurs learn to sell the wrong way.
- Marketing is DIFFERENT from Closing.
- A lot of skills taught to entrepreneurs are very aggressive and pushy – Hard Selling!
- Inauthenticity results in distrust. How can your customers trust you if you’re inauthentic?
- JLD shares his take on closing sales. Tune in to hear his insights, Fire Nation!
[10:34] – Fabienne has a pretty cool opportunity for you: For the first time in her 20-year career, Fabienne is doing a class on the ins and outs of closing a sale – and it’s FREE! It’s going down June 7th and you can claim your spot at FabienneOnFire.com!
[12:58] – What do prospect LIKE in the selling process?
- Prospects LIKE TO BUY. But they HATE to be SOLD to
- Customers look for those who will let them BUY from TRUST
[16:27] – Why people DON’T BUY:
- They can sense when you need the sale more than they need the solution
- When they can’t see the value for the price
- Tune in to hear a solid example from Fabienne, where she highlights the reasons why people Don’t Buy.
- Sell RESULTS!
[26:17] – Fabienne shares a deep belief: that closing a sale is about loving someone enough to take a stand for them.
- Come from a place of authenticity, integrity, and love
[28:05] – The Authentic Sales Close. Fabienne takes us through her process
- Let your prospects self-select themselves as your ideal customer through your marketing
- Marketing is NOT about selling. It should connect you to your audience
- The pre-qualification process: Fabienne will be diving deep on this topic during her free training on June 7th. Don’t forget to claim your spot FabienneOnFire.com!
- Turn the table during the conversation: ask your potential client why you should work with them.
- 90% of the people that come to your call are already closed
- Don’t sell on the actual call — stay authentic
- Let the sale become a human connection
[36:21] – JLD talks about the obligation to sell he felt when he sold over 52 $2K podcasting packages
[37:01] – Why is becoming good at sales a GIFT to your prospects? Listen up, Fire Nation!
[39:21] – What happens when you DON’T learn to close the sale?
- Your gifts stay with you — unshared. Nobody wants this. Be one person who will make a change in the world!
[42:54] – Fabienne’s parting piece of advice: “A strong focus now creates a different future later.” Take action NOW!
[43:55] – On June 7th Fabienne is hosting a training called The Authentic Sales Close, where she’ll dive into the ins and outs of closing a sale. Fire Nation, it’s free! Claim your spot at FabienneOnFire.com!
John: Kaboom. Shake the room, Fire Nation and welcome to another audio master class. This one is amazing. And I know I say that about probably all of them, but they all are amazing. That’s what happens when you move from seven days a week of interviews to just one unbelievable audio master class every single Monday.
And then of course my variety show on Thursday, which has been a lot of Q&A with you, Fire Nation. So, keep an eye out on Facebook because I like to drop hey, who wants to ask me a question right now. And then I call you on Skype, we have a chat, I answer any question you have, and then you’re on an upcoming episode of Entrepreneurs on Fire. So definitely check out those past Q&A shows if you haven’t already.
But today’s audio master class is sweet. I am bringing on Fabienne Fredrickson and she is going to share with you how to sell without ever selling, the elegant five-step process to booking more ideal clients with authenticity, integrity, and love.
Now as you can tell, Fire Nation, we take a lot of time and we put a lot of care into the title of the audio master class and then of course the content within. So you know you are in the right place if you are looking to grow your business and move your business forward with the tips, tools, and tactics from people that are best in their industry. And Fabienne is just that. So I can’t wait for you to tune into this audio master class, how to sell without ever selling. Tune in and prepare to ignite.
So, Fabienne, say what’s up to Fire Nation and then of course share something interesting about yourself that most of us don’t know.
Fabienne: Hey, everyone. Great to be here with you today. Well, one of the things that people might not know about me is that I was born in France, I was born in Paris, and I lived the first ten years of my life in Paris and then 30-odd years in the U.S. And I decided with my husband and with my three children just two years ago, that we wanted to live the big French adventure. And so we picked up our business and we – well, our business is still in the U.S., but we picked up our family and we moved to Paris for one year and we decided to stay indefinitely. So living the French dream.
John: Living the French dream. Well, I definitely love that. And, Fire Nation, I know that you’re probably fired up because as I shared in the intro we have quite the audio master class for you. How to sell without ever selling. Let’s be honest, if we could get through life without ever feel like we’re that sleazy salesman or saleswoman, it’d probably be a good thing. And that’s why Fabienne’s gonna be here today to share the elegant, and I love that word, the elegant five-step process to booking more ideal clients with authenticity, integrity, and love. So, so many great things coming.
And Fabienne, why don’t we just dive right in because you believe that there’s one crucial skill in every business that few people ever seem to learn and that because of this so many people never make good money in their business. Let alone great money, not even good money. So what is this skill?
Fabienne: So I’ve been a business coach for close to 20 years, tens of thousands of people I’ve worked with, and where most people put their attention is on marketing and growing the business and tinkering with the product, tinkering with the program. And there’s a big focus on the message and even the funnels and the sequences and the price point and the audience and the visibility.
And they overlook the most basic, vital element, and that is that you need to know how to close the sale. If you can’t close the sale, you don’t make money. If you don’t make money, you’ve got an expensive hobby. It isn’t a business. But most people just, honestly, most people I’ve come across are either terrible at selling or they avoid the sales conversation like the plague. And you can’t be successful if you don’t know how to close the sale.
John: So, Fire Nation, do you want an expensive hobby? I mean, honestly, my guess is if you listen to this podcast you’re spending your time consuming the right content, so A.) Pat yourself on the back for that, B.) You don’t want an expensive hobby. You can go other places to find expensive hobbies. You wanna close the sale. You wanna create a lifestyle freedom. You wanna create financial freedom. You wanna create location independence. I mean, look at Fabienne, picked up her family after 30 years and returned to France for just one year then was like, you know what? We’re gonna stick around. Pretty cool.
Kate and I have done this multiple times moving from Maine, because guess what? Love Maine, hate the winters. Moved to San Deigo. Loved it. Were there for a number of years, amazing, heaven on earth. But then we’re like, you know what? Why not live in the Caribbean because we can? And we’ve been in Puerto Rico now for two years.
So that’s what happens when you learn how to close the sale. Because guess what? If we weren’t making money, we couldn’t do these things. I’d still potentially be living with my parents back in Maine. You know, I haven’t done that since I was 18 years old, but if I wasn’t making money that’s what I’d be doing. Period. You know, that’s the reality. So learn how to close the sale.
And this is kind of one thing, Fabienne, that I know that you really talk a lot about, which is how most entrepreneurs actually learn how to sell. So why does that strategy not work? So first off, tell us how do most entrepreneurs learn how to sell and then tell us why doesn’t it work?
Fabienne: The majority of the thousands, tens of thousands of business owners that I’ve worked with over the years are women. It’s not because I market solely to women, but I think by virtue of being a woman I attract women and a few good men. What I’ve realized is most of us are taught how to do the thing – if you go to nutrition school, you are taught nutrition. If you go become an attorney, of course you learn everything you learn that it takes to be an attorney.
But there wasn’t a course on how to close the sale. There may have been a course on how to market, but this closing of the sale conversation and what it takes to get people to say yes to you on the spot and to hand over their credit card, is either something that’s never taught to you so you kind of fumble your way through it and make lots of mistakes, or, what I found in my experience, is that a lot of the sales skills being taught to entrepreneurs are very, very…dominant, very aggressive, very pushy, very formulaic.
And especially for somebody like me who happens to be feminine and who happens to love love, I found that, I’ll use my experience, I’ve found that I would, in the first part of a closing of the sale conversation be who I really am. And when it came to switching to the okay, let’s now talk about my programs and let’s get you to say yes and hand over your credit card information, I would have to switch into a different energy, become almost a different person.
And why I think that does not work is 1.) I would become nervous, and I’m a pretty confident person to start with. I would become nervous, I would sweat a little more, and I think that that disconnect in wait, I thought you were like this for 45 minutes and now you’ve been acting totally different for 15 minutes creates this distrust with the person who’s either on the other end of the line or across the table. And distrust is a deal killer. So I think either people just have no idea what to do or they – everything is so inauthentic that they don’t actually – they can’t actually use it so it doesn’t work.
John: Fire Nation, I honestly believe that we as entrepreneurs just need to have a mindset shift. And this is me talking to myself as well. I mean, I’ll tell you, I’ve now been rocking and rolling for over six years with Entrepreneurs on Fire. You know, five of those years we’ve generated over seven figures of net revenue. So this has been a business where we generate revenue. I’ve asked for the sale a lot of times. And I’ve generated a lot of sales from that, from that area. But I still kind of have this feeling of like ooh, it’s a tough transition from going from just offering awesome value and potentially a lot of free value like this podcast, to actually then offering – asking for the sale.
And this happened to me just last week when I had an opportunity to go speak from stage at Lisa Sasevich’s event, which many of you heard her, she was Episode 2001 where we brought her on to talk about the irresistible offer. And then she actually asked me to come and speak on her stage as her solo guest speaker. But she’s like, but John, you’ve gotta pitch something from stage. It’s gotta be a $2,000.00 product, it’s gotta be insane value. And I was like ooh, Lisa, I don’t really do that. I just go and I speak for – you know and then I just kind of give value and then that’s it.
She’s like, John, you are obligated, obligated, to create something of massive value and then have my audience take action because otherwise they’re just not gonna take action. They’re gonna take your content, they’re gonna go home, they’re gonna forget about it. But if they invest at a $2,000.00 price point in something that you’ve created that’s an insane value, they’re gonna absolutely do the thing. So I shifted my mindset. I looked at it from that obligation standpoint and from stage, in front of what was like 175 people, I made that pitch, that $2,000.00 pitch. It was a podcasting product called The Podcast Launch Formula. 52 people jumped up, ran to the back of the room, and signed up on the spot.
That was a six figure pitch from stage because I made that mindset shift of I’m obligated because these people need to have a podcast to share their message, their mission with the world. Like I was telling Fabienne, she needs to get herself a microphone because for future interviews, she needs to have better audio quality so that her message, her mission can be improved and have more impact on an audience. I mean, this is something that I believe so deeply in and I wanna see people like Fabienne and the people that were in the audience make that shift. So it’s a mindset shift, Fire Nation.
And now for you, Fabienne, which I’m pretty excited about, we’re gonna mention again at the end of the episode, but I wanna do it here as well because I like to kind of seed these in a couple times throughout each interview. You have a pretty cool opportunity for Fire Nation that’s actually taking place June 7 of 2018. So Fire Nation, you have plenty of time if you’re listening to this episode any time near when it launched, which will be May 28, 2018. What do you got going on on June 7, Fabienne, and how can Fire Nation take part?
Fabienne: I’m doing, for the first time in my 20 year career, a whole class going into the ins and outs of how to close the sale. It’s free and it’s something that I’ve wanted to do for years because people just don’t know how to do it. It’s happening on June 7, but it’ll be there, available as an evergreen for years to come. If you’re interested in the ins and outs, the actual sales scripts and things to do and not to do on a sales call, on a closing of the sale conversation, go to fabienneonfire.com. That’s F, as in Frank, A-B-I-E-N-N-E onfire.com. Or you can just go to boldlyclosethesale.com. That’ll be there for all of time as well.
John: Yeah. Fire Nation, I mean, how can you not visit a URL like fabienneonfire.com. So go there. It’s completely free training. It’s gonna add to what we’re gonna be talking about today as far as closing the sale. Fabienne’s been doing this for over 20 years now. Take the opportunity to learn from people that have come before us. You know, we’re all sitting on the shoulders of giants and learning from those people who have been there, who have done that and Fabienne is one of those people when it comes to closing the sale. That’s what these audio master classes are all about, to focus on one topic that you need and should be improving upon in your life and your business.
And by the way, I’m right here next to you, Fire Nation. I’m taking notes. I’m gonna be going to this June 7 webinar. So if you can be there live – by the way you wanna be there live because there’s always added bonuses for being there live, potential for a live Q&A, some other cool things. But again, not everybody’s gonna be listening to this before June 7, 2018 so just head over to fabienneonfire.com anytime, anyplace and you will be able to get this great content.
So moving on, Fabienne, I’m kind of curious, what do prospects actually like in the selling process? Like when we’re selling to individuals, what do they like during that selling process?
Fabienne: So I wanna tell you about what it’s like to shop as a woman. You go to the department store and you pick up these pants from the rack and you say, you know, I’m actually going to – I’m gonna try these on. And I’m gonna go to the dressing room and I’m gonna put these white pants on and I want to buy them. I want to buy them, but I don’t want to be sold them.
And when, I’m sure this has never happened to you, but there is a way that some salesladies will practically crawl into your dressing room with you and try to get you to buy them, sell them to you, by telling you that those white pants look really good on you. And you’re looking in the mirror and you’re like no, they don’t and why are you lying to me. Because you are so focused on the sale that you don’t even care about me.
What prospects like in a selling process is that they like to buy. People love to buy. They just don’t like to be sold. Now, if we don’t know what we’re doing in the sales conversation or if we’ve been taught an inauthentic, sleazy way of selling that’s about accumulation and turning every single possible person, even if they’re not ideal, into a paid client, we will try to sell, sell, sell. But immediately, their defenses will go up and you’ve lost the sale. Or there will be buyer’s remorse or you will have attracted a non-ideal client that will not stay for years to come.
I have built a multi-seven figure business with many of my clients in the upper levels who are staying with me five, six years at close to $20,000.00 apiece. Not all of my programs are like this, they’re much more affordable programs. But they do that because we’ve created a trust together because their defenses are down. They found a home and they’re staying here and they keep buying from me because it’s their choice. If I had taken their arm and twisted it behind their back, it wouldn’t be this way.
So when – if we can just remember that the person who’s in this conversation with you actually wants to buy, they have a problem that you can solve, they want somebody to end that problem or they have an aspiration that you can help them achieve, they wanna buy. But if you go into your sales mode in an inauthentic way, they will smell you from a mile away just like that saleslady that’s telling you the white pants look good and they will not buy from you. And they will keep moving from person to person to person until they find somebody who will allow them to buy with trust.
John: It’s incredibly important, Fire Nation, to know why people do actually buy. And that was some things that Fabienne just talked about. But it’s also important to know why people do not buy. So let’s kind of talk about that side of the spectrum, Fabienne. I mean, you touched upon it in some ways already, but I mean, let’s really get down to the nitty gritty and get specific. Why do people not buy?
Fabienne: People don’t buy when they don’t see – people don’t buy when they think you are more into the sale than they are. When you need the sale more than they need the solution, that’s a huge turnoff. So sometimes, and I’ve been in that position way early in my business, where oh my god, money was tight, money was tight, I need this client, I need this client. I need that client more than they needed me, that’s a total turnoff. They may not realize it consciously, but subconsciously and energetically they can smell your need. So that’s one of the reasons people don’t buy.
No. 2, when they can’t see the value. We have a saying here in France called [speaking French], the rapport between quality, or value, and price. Rapport, quality, price. And if you are offering something where they can’t see – let’s say your program is $5,000.00, but they don’t see that they’re gonna get $5,000.00 worth of return on investment or double that or triple that. They won’t buy. But mostly, there are needs. There are people’s biggest needs that are usually not met in the closing of the sale conversation. And if we don’t understand what their needs are, we won’t make the sale.
John: Fire Nation, an amazing quote that I really just wanna go over again because when Fabienne said it I was like that’s it. That is it. When you need the sale more than they need the solution. Fire Nation, if you ever find yourself in that situation, you’ve gotta step back, you’ve gotta recalculate, you’ve gotta figure out why you’re in that situation and then you’ve gotta fix it. Because you will never succeed at a high level when you need the sale more than they need the solution. That is just genius words.
And then I loved when you talked about, Fabienne, they can’t see the value. Fire Nation, if they can’t see the value, forget about it. Your client needs to clearly, that is clearly, see that going to 2x or 10x their investment. Otherwise, why are they going to invest? And if they don’t see that, that is your fault as a person that should be clearly explaining that to them.
So, Fabienne, can you maybe give a specific example of this before we move on to the next point? Because I’d be really curious to see how you’ve done this maybe with your products or one of your clients has done it. Do you give an example that you think would really clearly highlight this to our listeners today?
Fabienne: Yeah, absolutely. So people are – everyone’s got two things going on. They either have struggles and challenges and/or they have aspirations. The aspirations, dreams, goals, and things like that. So they’re either looking to stop the bleeding or they’re looking to improve their situation.
But most people, untrained, when they haven’t learned this type of selling without selling process, will talk a lot about the process. They’ll talk a lot about here’s what you get and they forget about the motivations. The prospect has very real motivations and you must be the one to connect the dots for them. So instead of talking about how many calls you’ll get or what this thing has or what color shoe you’ll be wearing on the third day of the second meeting, you wanna talk more about the results that they’ll get.
John: Okay, so give us a specific example. Let’s stop being vague here and really dive into a specific time that you’ve utilized this and let’s hear the words that you used.
Fabienne: So for example, I have one of my business coaching programs in Boldheart business is called the leverage track. And I could talk about how we’ll help you leverage your team and leverage your systems and leverage your this and leverage your marketing and all that. Or I can talk about your problem and what you want. And your problem is that, for that program, you are an overwhelmed six figure business owner and you have yet been able to achieve seven figures while having your life back.
See, the overwhelmed six figure business owner is working on evenings and weekends and they are doing everything themselves, even if they still have a team, and they have – there’s no more of them to go around and no time to make more money. So they’re either staying in their situation or they’re gonna throw the towel anytime soon and just give up on their business.
So instead of talking to them about what’s in the program, I talk about, I acknowledge the fact they’re overwhelmed and at six figures and they can’t grow because there’s no more of them. And I talk to them about the aspiration of getting to seven figures and being able to take, as I do, the month of August off, the month of December off, two weeks off every six weeks. What it is like to only work on your unique brilliance in your business. You paint a picture of what their life will look like at the end of the two-year program and that’s how you sell it. You sell results instead of selling processes.
Once you’ve sold them on the results and you’ve connected the value, you’ve connected the dots for them, then they wanna hear about what’s in the program, what’s in the product. People rush to talk about processes instead of talking about results and outcomes.
John: Fire Nation, sell results, not processes. Another way I’ve heard this talked about, which I really connected with, is you’re looking to sell the vacation. You’re looking to sell people being on the shores of Bali enjoying the waves lapping against their toes, not the drive to the airport, the 17 hour flight, the taxi to the hotel. That’s the process of getting to the vacation. What you’re selling is the vacation because that’s what people want. That’s what people are actually doing. Don’t get caught up in the process. People know they gotta get there. They understand that. They know there’s a process. So sell the actual vacation.
And if you think value bombs have been dropped, Fire Nation, well you’re right. And you can obviously go to fabienneonfire.com for the awesome and free closing the sale workshop coming up June 7. So definitely get over there. And again, after June 7 it’s evergreen. We have some more value bombs coming your way when we get back from thanking our sponsors. So Fabienne, we’re back and you talk a lot about how effectively closing the sale is really about loving somebody enough to take a stand for them. Explain that to Fire Nation. What does that mean?
Fabienne: I have a deep belief that people are walking, the majority of people are walking around this Earth, they’re not especially loved at home, they have great feelings of inadequacy, they don’t feel significant in their life, and they don’t feel heard, they don’t feel important. When you can put yourself in that place of authentically meeting their needs, when you can make them feel significant, when you can actually be loving, when you can get yourself into your heart space and hold space for them and their dreams and their aspirations.
And as I’ll share, if we have time to go through the process at a high level, when you can take a stand for them and love them enough to say yes to themselves by working with you, they want to work with you. They know that you’re not going after their wallet; they’re – when you are fiercely loving them enough to say you need this. Do you wanna be here exactly in the same place exactly one year from today? And give yourself permission to do this, but coming at it from a loving place. Very few people will take a stand for them in their life. But if you can do it in a place of authenticity, integrity, and love they will say yes to you.
John: Well, speaking of that process, you call yours the authentic sales close. So let’s just dive into that part right now because you’ve already teased Fire Nation. I love to close loops we’ve opened. So take us through some of the aspects of the authentic sales close.
Fabienne: I’d be happy to. So it starts with knowing that the – if you can understand that the actual closing of the sale conversation is not to the beginning, it is the end of the sales process. The whole idea of authentically closing the sale is that the prospect shows up for the call already having closed themselves. And there needs to be some pre-work that’s done to make that happen.
The first thing is that all of your marketing that happens ahead of time, all before they raise their hand to work with you, is all focused on having them self-select as your ideal client or customer. Most people feel like they have to sell on the actual closing of the sale conversation, which I call a get-acquainted call for many reasons. The closing of the sale conversation has too much pressure on it because you’re trying to squeeze in everything, the whole – from cold to warm to hot to buying in a half an hour or an hour call or conversation. No. We must take the majority of the heavy lifting and put it in the period before the call.
So the first thing is to look at all of your marketing. Does it really connect with the person? Do they feel that you know them? A lot of times people say to me, Fabienne, when I read this or I was on your website or I was on your call or I was at your live event I felt like you were in my head, that you know me. How do you know me so well? You know who I am, you know what my struggles are, and you know what my deepest aspirations and motivations are. How did you get inside my head? When you can make somebody, in your marketing, feel that they’re connected to you, that they’re almost spiritually contracted to work with you, it pushes the sale along very, very fast.
So your marketing must have for the – as its No. 1 purpose, to be the self-selection tool. So somebody goes to your website or to your webinar or whatever and say oh my god, you’re exactly what I need. I’ve been looking for you my whole life. I’ve been looking for you for months. I’ve been looking for you for years. So that self-selection in your marketing must be there. Your marketing’s not about selling as much as it is having the person say that’s me you’re describing.
Once they’ve raised their hand, there’s a whole pre-qualification process that must happen before they come onto the call with you. And that is a series of elements that – this is what I’m going to teach on the master class that I will do on June 7 and then in the evergreen. And it is about having the person go through hoops before they get on the call with you to pre-qualify themselves as your ideal clients. So first they’ve self-selected with your marketing. There’s a series of very simple things you can do to make that happen in your marketing and we’ll be talking about that. And then it’s about having them do the work.
Usually a prospect comes to the call and says okay, you, tell me why I should work with you. It doesn’t work that way in my process. It’s almost like you turn the tables and you say you need to show me why you would be a good client. Why should I let you in? Or lots or people wanna work with me; I cherry pick my clients, why should I work with you? And then they have to go through a bunch of hoops to get ready, to read certain things that will help them understand the objections will be met and answered before they come onto the call.
And so by the time we’re on the actual call, they have proven to themselves that they are your ideal client, they have proven to themselves that you indeed have the process to help them, process or product or service, whatever it is, that they have indeed seen that it’s worked for countless other people. If I haven’t mentioned it, all of their objections have been met. So they’ve, at this point, made the decision of yes or no. If it’s no, they’re not gonna come onto the call.
So what it does is it completely weeds out all the tire-kickers that are usually wasting your time. So by the time they come – the majority of people come to your call are already closed. I would say about 90 percent of them. They’re not closed as in they show up and they have their credit card in hand and they’re like okay, I don’t need to talk to you, here you go. But the majority of them just will ask a couple of questions.
And when you take them through a process on the actual call where you’re just asking questions and you’re asking questions and you’re giving feedback and then you’re asking questions, by the time that you get to, so you read about my programs, which one speaks to you most and ideally when would you like to get started, they tell you what program they want, they tell you when they wanna get started, and it’s more of an energy exchange than it is a I got to close them or I feel like I’m being closed. It’s already happened before the call.
This is the elegant piece. So on the actual call you don’t have to sell. You get to stay who you really are. You can be authentic. You can be loving. And there is this dance that happens on the call where you’re actually making space for them to share their greatest aspirations, to be vulnerable about their greatest challenges and you’re just there to listen. And because you’re not trying to fix it, because you’re not trying to sell, they feel heard, they feel significant, they feel loved, they feel like you’re taking a stand for them. You’re meeting all of the needs that they do not get met even at home, sometimes even by their spouse and their children.
And they feel incredibly safe with you. They feel loved to the point where sometimes their eyes well up in tears and they say this is what I’ve been looking for my whole life. I feel like I’ve come home. And sometimes there are tears and sometimes there’s not and it doesn’t have to feel unprofessional. I’ve had my eyes well up in tears countless times because it becomes this human connection as opposed to how fast can I get in your wallet.
And so when you set it up in this rather magical, honoring way, you honor yourself. You’re not becoming somebody that you’re not and you honor them because you’re loving them through the process and you’re showing them their bigger future. You’re allowing them to buy their bigger future. They haven’t been sold. They have already sold themselves. That is the process.
John: Fire Nation, there are so many good points, great points, that Fabienne made. Here are just a few that I wanna go back over that I was taking notes on. No. 1, you have to focus. Focus on having your potential customer self-select themselves as your ideal customer. That’s your goal. And the next one is the pre-qualification process is key. You have to work on that. The pre-qualification process, you gotta have that nailed down. And of course Fabienne’s gonna be rocking all about that, or all things about that on the master class. And then when you’re on the call you’re just asking questions and you’re listening. That’s your goal on the call.
And then at the end, you simply say, and it’s such an elegant way of saying it, which one of my programs speaks to you the most? When is it ideal to start? I mean, how does that change the vibe of everything, Fire Nation? I don’t know, but it does. And it just makes everything so elegant, so smooth, so natural. Which of my programs speaks to you the most? When is it ideal for you to start? I love that.
And, Fabienne, earlier I was talking about how I do believe that we have an obligation to sell our products, our services when we know in our heart of hearts it’s gonna make a massive difference in the world. So when I was able to sell from stage those 52 2K podcasting packages, I felt an obligation to do that, again after I shifted my mindset, because I knew that was gonna result in 52 amazing podcasts, 52 people who are sharing their message, their mission, their voice with the world that otherwise maybe would not have. And that’s gonna make a big difference and impact a lot of people.
But you put it in a little bit of a different way, which I do like as well, which is becoming good at sales is a gift to your prospects. What do you mean by that?
Fabienne: There are countless people, legions of people, last night at 3:00 in the morning who were tossing and turning. There is a situation that they’re struggling with that is making them feel hopeless and helpless or lost or confused or they have this big dream and they think something’s wrong with them because they’re not reaching that dream. They have a problem that’s keeping them up at night and you have the solution.
If they had cancer, elbow cancer for example, and your specialty was elbow cancer. Well, No. 1 as a business owner it’s your job, and I teach marketing, I’ve been teaching marketing for 20 years, it’s your job to let them know that you exist. It’s not their job to find you, it’s your job to let them know that you exist, No. 1. And then when they’re in front of you, with their elbow cancer, and you have the cure to elbow cancer it’s your job, it is your true responsibility and divine role on this planet, divine obligation, to lovingly and authentically and with integrity get them into your program, get them to work with you.
Not by doing anything sleazy, but having them move themselves out of the way, every objection, every reason for delaying, every, just everything that could come up that would not get them to get the cure for their elbow cancer, it’s your job to do that. So it is actually a gift for you to be good at sales because you can cure their problem. You can give them the solution that keeps them up at night. It’s your moral and divine obligation to sell.
John: Fire Nation, you’re holding onto that gift right now. Give that gift. Give that gift. And, Fabienne, I wanna finish with the last point here because I feel like we’ve gone over a lot and I know that on June 7 you’re gonna be going into even deeper detail on a lot of these things and sharing some other things that we didn’t have time to talk about. But I’m just curious, what happens if we don’t learn to close the sale? What happens?
Fabienne: I believe that every single person on this planet is here with a purpose, for a purpose, and on purpose. And it’s not just some of us have a life’s purpose or a calling. I believe that the things we are passionate about are not random. I believe they are our calling. And we entrepreneurs, especially entrepreneurs on fire, are the ones who can really make a difference in the world with our purpose. And the way that we do that is by getting people to work with us.
Now if we work with ten people we’re doing a little bit of good in the world. But if we can learn to close the sale and we begin to work with 100 people and then 300 people and then 1,000 customers and then – per year – we create a real ripple effect in the world. But if we don’t learn how to close the sale, we stay here with these gifts that were given to us, just this piddly existence and if you don’t make money at your craft you have to go back and work for somebody else. And then you’re not activating your – you’re not activating your life’s purpose and you’re also not activating your potential for greatness.
I believe that every single person on this planet has a potential for greatness, has a potential to change the course of other people’s lives and to really impact the world, whether it’s in a small way or a large way. And I believe in playing a bigger game. When you learn how to close the sale more people work with you. You create a bigger change in the world. If you don’t, no, just you’re wasting the gifts that were given to you. You don’t reach your potential. I don’t know, for me there is no choice between not learning how to close the sale and staying small and not impacting and making it a priority to learn how to close the sale in a way that people want to work with you, they are happy to give you their credit card.
And to work with you for years and to impact many, many lives and to put your head on the pillow at the end of your lifetime and say that was worth it, I did a good job, I made a difference in this world. If learning to close the sale is the only difference, I think again, it’s a moral obligation to learn how to close the sale.
John: And Fire Nation, it’s that mindset shift again. I mean, as Fabienne was talking I was just having these thoughts swirl in my mind and it’s not you necessarily taking the sale and taking their money. No, it’s you giving them your genius, your gift that’s gonna allow them to go and create two, five, ten, 100x the investment, the money, the value to other people in this world. And that’s the ripple effect you’ve heard me talk about a lot on this show. And so don’t look at it as taking, taking, taking, look at it as what you are giving. And you are giving your gift to somebody else and they’re gonna be able to use that gift in such amazing ways.
So Fabienne, let’s end today on fire with you giving us one parting piece of guidance, then break into the one final call to action that we have for everybody here on the podcast, and then we’ll say goodbye.
Fabienne: I really believe that a strong focus now creates a different future later. And if you think about the things that will have the greatest impact on your business, not just on the revenues, but on the impact of your business, and focus on that, a strong focus now, right? Strongly focus now on closing of the sale. It creates a different future later. So maybe you wanna get to six figures. Closing of the sale will get you there. If you’re already at six figures and you wanna get to seven figures, you’re gonna need to close the sale at a multiplied level. Focus on learning how to close the sale at a much bigger level. Everything goes down to closing the sale. So a strong focus on closing the sale now creates a different future later.
John: Let’s talk about that final call to action, that opportunity for Fire Nation.
Fabienne: I think it’s really to look at who are your ideal clients, prospects, and customers? What are their greatest struggles? What is keeping them up at night? What is having them toss and turn and sweating? What is their elbow cancer? And then what is their greatest aspiration? What is the thing that they would do anything and pay anything to have?
If you can provide that and you learn how to close the sale, there’s no limit to how many people you can affect and how much of the lovely lifestyle you can create because you have been rewarded financially for being of such great service. There’s no limit to how much money you can make when you get to know what keeps them up at night and what they want most. And then you’ll learn how to close the sale.
John: Well, then I guess the final, final call to action, and with a little hint, June 7.
Fabienne: Closing the sale. I’m doing a free master class called The Authentic Sales Close where I’m going to take you through the ins and outs of going much deeper into everything we’ve talked about today. If you go to fabienneonfire.com or boldlyclosethesale.com you can see details there. The class is on June 7, but it will be playing for years to come. So please join us.
John: Fire Nation, you’re the average of the five people you spend the most time with and you have been hanging out with FF and JLD today. So keep up the heat. And if you head over to eofire.com and type Fabienne in our search bar, her show notes page will pop up with everything that we’ve been talking about today. These are the best show notes in the biz, time stamps, links galore, again, to all that jazz we’ve been talking about.
And the final amazing call to action I hope to see you there because I’m gonna be there with a notepad in hand June 7, 2018. Head over to fabienneonfire.com and sign up for that completely free, incredibly valuable master class. Take action on that. You will not regret it. And Fabienne, I wanna thank you for sharing your journey with Fire Nation today. For that we salute you and we’ll catch you on the flip side.
1) Free Podcast Course: Learn from JLD how to create and launch your podcast!
2) Your Big Idea: Follow JLD’s FREE training & you’ll discover Your Big Idea in less than an hour!
3) Funnel On Fire: Learn how to create a funnel that converts!