The Pollination Process - Is it a Fit?
An Overview of Sales and Free Consultation Calls
Introduction
Welcome to the Pollination Stage of the Natural Business Cycle. After the flowers bloom
and start attracting the bees and insects to them, pollination happens.
But certain pollinators are only attracted to certain flowers in nature. Some fit, some
don’t.
Similarly in your business, you market your work through networking, intro classes,
Facebook, blogging, whatever your strategies are, and then potential clients (also known
as leads) starting coming toward you (while others are filtered out). Certain of those
people are the RIGHT people. They’ve seen your flower, and they like how it looks and
smells. They fit. Yay. And then, if you handle it well, those people become your clients.
So whole point of this stage is to determine: Is it a good fit?
And if so, to make the pollination happen!
So really, sales is just an extension of marketing. And when your marketing is doing
its job, sales is WAY easier.
You should never have to push or convince people to buy if you have a clear niche
(which includes a very clear target audience) and your marketing is doing these three
things:
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Attracting people’s attention
Filtering out the people who aren’t a good fit through language and branding
And making it easy for them to take action to work with you
So, your marketing does all of this, even before you even talk to someone about working
with you!
“The purpose of marketing is to make selling redundant.” – Peter Drucker.
But You Still Need Some Sales Skills
When those wonderful people come to you through your effective marketing, you’ll need
to learn how to turn the right leads – the people who are a great fit – into paying clients.
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And remember, we don’t want to work with the wrong people, because it’s bad for
business: the wrong people are not much fun for us, don’t fully get what we do and
therefore tend not to get as much out of our work, and don’t usually end up saying great
things about our work to other people. It’s the opposite of getting great referrals. Hence,
bad for business.
So here we go.
This Training is Divided into Four Parts
1. The Pollination Mindset
2. How Not to Waste Time on The Phone with the Wrong People (Creating a
Filtering System)
3. How to Do a Great Consult Call
4. Follow-up and Tracking Systems
1. The Pollination Mindset
I can’t stress the importance of this. There is a lot of psychology involved in sales.
First, you need to be comfortable and confident sharing your gifts with the world.
You have solutions to real problems and answers to important desires. Marketing and
sales help people know that you are here to help. You are doing a disservice to the world
when you don’t put yourself out there.
But sales gets such a bad rap (because there is so much sleaze out there) that sometimes,
we back away completely. Don’t let this happen to you. When you share your good work
from your heart, it will be received. See this blog post about going from “selling” to
“sharing.”
Second, potential clients can sense your neediness, and it doesn’t feel good. So as
business owners, we need to cultivate some serious non-attachment to each individual
person becoming a client… because some are meant to be and some simply aren’t!
Create a situation where you are relaxed about whether or not someone signs up, and the
person you are speaking with feels no pressure. So how do you do this? Well, part of it is
simply cultivating your trust that the right people, and enough people, will come along
(this is a lifelong journey and a key part of pretty much every spiritual path, so I’m not
saying it’s easy!).
The other part of it is purely practical, and you have a lot more control over it. Generate
more leads than you need clients. If you are banking on every lead to say yes, you’ve
put yourself in a very needy position. If you don’t need to make every sale, well, then,
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you’ll feel more relaxed. So what’s the answer? Again, generate more leads through your
marketing strategy (do better and more consistent marketing).
2. How Not to Waste Time on The Phone with the Wrong
People (Creating a Filtering System)
So let’s talk about conversion rates. A conversion rate is how many leads turn into paying
clients. I don't think anybody has a 100% conversion rate (I believe the average is about
30%, but 50% is a great number to shoot for).
Typically, the idea is to increase your conversion rate, but because we are looking for the
right fit, and not just to make a sale no matter what, it will naturally be less than 100%.
That said, how do we increase our conversion rate? Well it starts with our filtering
process. We need to weed out people who are not likely to be our ideal clients because
we don’t want to waste a bunch of our time talking on the phone with the wrong people...
people who have a problem you can’t solve, who can’t afford your services, who don’t
live in the right place... whatever!
Five Filters You Can Use
1. Language on your website and marketing materials that speak clearly and directly
to your target audience and what benefits they can receive by working with you
(this all comes from having very clear Roots!)
2. An application form on your website that gives you information about whether or
not this person is truly a good fit (you can check out the one on my site for an
example)
3. Proper framing of your free consultation call. State clearly who should apply for a
consult, and that this call is meant to determine if you are a good fit to work
together, so you don't get a bunch of people who just want 30 free minutes of
coaching but have no intention of ever working with you. Again, see my website
for an example.
4. Send them some info about how you work beforehand (I send people a previously
recorded intro class on the Natural Business Cycle so they already know my
general philosophy going in and can get more excited about working with me –
this saves time on your calls, too)
5. Don’t be afraid to say no to doing a free consult with someone you feel is not a
good fit.
This will weed out a lot of people and these processes can always be tweaked to increase
the quality of leads that you actually get on the phone with. But you will still get on the
phone with some people who will be NO’s. It’s just the nature of it.
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Remember, not every inquiry that comes to your inbox will turn into a client, and
this is totally good and normal.
(So get more leads!).
3. How to Do a Great Consult Call
A free consult is a 20-45 minute call with a potential client who has shown interest in
your offering. The length and depth of your call truly depends on your style and the type
of work you are doing with people.
Whether you are selling your services via a free consultation call or straight from your
website, even if someone is a perfect fit, you need to clearly communicate the value of
your offering to them. This is why those sales pages are so damn long!
We won’t be covering sales pages here, but we will cover the consultation call.
But in both cases, it’s all about communicating the benefits of your work: how working
with you can positively impact them and change their lives in the ways they are seeking.
What are the goals of a free consultation call?
The main goal is to establish whether or not it’s a good fit for you to work together,
and seal the deal if it is. You do this by 1) establishing where they are now (Point A)
and 2) where they want to be (Point B) so that you can 3) show them how you can take
them from Point A to Point B (assuming it’s a good fit and you can!).
Other goals of this call include:
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Establishing connection and rapport
Providing a benefit to the potential client by helping them see both their problems
and what they want more clearly (this alone is a huge gift for most people)
Showing them an action plan (your unique process or methodology) that will help
them get the results they want (whether or not they hire you)
General tips for a Consult Call:
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Relax and be yourself. If there’s a resonance between you and the potential
client, you really listen to them, and you speak passionately, authentically, and
with clarity about your work, then that’s often enough to get someone signed on
to work with you (but of course I’ll give you the step-by-step below!).
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Trust Your Intuition. When I am truly excited to work with someone, and I can
authentically say that to him or her during our call, they are pretty much always
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just as excited to work with me and hire me. When I’m not sure if they’re the
right fit, and I’m just not feeling it, it rarely works out (nor do I want it to). Trust
your instincts, express your authentic excitement to work with those you feel are a
great fit, and let go of the ones who aren’t.
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Give People Space. There is a LOT of high-pressure sales stuff out there, some of
it even purporting to be “conscious.” Some of it is truly awesome and heart-based,
and much of it is formulaic and based purely on selling things. My colleague Tad
Hargrave teaches slow marketing, and it applies to sales as well. There is no need
to push people. Try giving them space, building relationships, not being needy
(but instead being patient) and taking the long view with marketing and sales.
This doesn’t mean you should not take a stand for yourself, your work, and the
people you are speaking with. It does not mean roll over and never follow up. It
doesn’t even mean don’t ask for payment right at the end of your sales call. That
is perfectly fine (and very convenient) to do. Do be curious when people are
resistant. Ask questions, engage their resistance, and use your intuition to know
when a little pushing could actually be positive thing. But you don’t need to land
the sale on every call.
The Step-by-Step Consult Call Guide
Everyone’s consultation call is going to be a little different. I provide a structure here that
you must make your own through trial and error. I recommend copying and pasting this,
deleting all the instructions, and putting your own words in. Then you can use it as a
guide each time you have a consult call.
1. Get Prepped and Centered. I make sure to have a few minutes before the call to
read over the potential client’s application form and set an intention for myself for
the call. It’s really about taking a moment to get present, letting go of any
neediness or fear that’s come up, and focusing on helping the person you are
about to speak to.
2. Say hello, and connect.
3. Tell them what’s going to happen. YOU are leading this call, and it’s important
to outline the agenda up front so the potential client feels held in your process
instead of wondering what’s going to happen or starting to ask you a bunch of
questions. I generally say: Here’s my intention for this call: I’m going to ask you
a few questions to make sure I fully understand where you’re headed and what
you most need to get there. Then if I think that I’m a good person to do that, I’ll
tell you how I can help you. And if I think you’ll be better served by someone else,
I’ll refer you to someone else. Sound good? (They always say yes).
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4. Find out where they want to go: Start with a question that helps draw out what’s
important to them, what they want to create, what their values are. This will help
you later when you go to talk about why your program is a good fit. Here are my
questions:
a. Imagine a couple years down the road, what does your life look and feel
like? Why do you want this?
b. What does your business look and feel like?
c. How much money do you earn?
5. Appreciate and acknowledge their vision/desires. Let them know you get it,
you’re on board with their vision, and they’re not the only who wants this (you
are seeding here that you could help them). Say something like: Beautiful. I
totally want that for you and know it’s possible. And, I work with a lot of women
who also want that. I totally feel ya.
6. Find out where they’re at now: Now ask a question or two that gets at what
things are like now, including what is challenging them. Here are some examples:
a. What’s stopping you from realizing this vision?
b. What are you are feeling challenged by in your business?
c. What have you tried so far to fix these challenges? (This question helps
you know how much money they have already put into solving this... if
they’ve spent a lot, they are probably pretty serious about fixing their
problem, and they may also be frustrated with not having results... so
you’ll need to address that).
d. Ideally, what do you want me to help you with?
7. Reflect and acknowledge them and paint a picture of what’s possible: Say
something like: I hear your challenged by a, b, c. And I have to say, I am also
really impressed with how you x, y, z and I totally believe you can have/do/be that
thing that you are wanting...
8. Establish the value of your program: This is where you get to tell them how
YOU can help them get from where they are (#5) to where they want to be (#3).
You will give them your assessment of their problem and how you can help them
based on your methodology. Adjust it so you are specifically addressing
challenges the potential client brought up, but stick to your program, it shows you
know what you’re doing.
Say something like: And... I would love to help you get there... Can I tell you
about my program? Ok, here’s the Roadmap... Now walk them through your
methodology, step-by-step. Write it down here using the words that resonate most
with your clients, and read it to them. For each step, tell them the benefits they
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will receive. This will take a few minutes. These are NOT logistics. Just tell them
what you will help them accomplish if they work with you.
9. Ask them how that sounds: Now check in. Say something like: How does this
sound to you? Or, what feels valuable to you about working with me/doing this
program? Or, what would this make possible in your life/health/business?
10. Tell them they are a fit (if they are, of course): Say something like: Well I think
you would be an awesome fit for this work, and I’d love to work with you.
11. Tell them the logistics: Now you can give them the details of your program, all
the awesome stuff they get (how long it lasts, how many sessions, time in between,
extra classes, etc). Keep it concise or they’ll forget everything you said though.
Say something like: So I’d love to give you the logistics of the program.
12. Questions for me: Do you have any questions? (They usually ask, how much is
it? And even if they don’t, then say...)
13. Cost: The total cost is $XX, and I have flexible payment options. Just say it and
wait. Don’t fill the space by saying, “but I have a discount if you can’t afford it!”
Speak with power.
14. They say yes, you say Yay! Assuming they say yes, show them your excitement
to work with them before moving onto logistics.
15. Next steps: Make sure to get people signed up as soon as you can. It’s no fun to
chase people around. Of course some people will need a day or so to sit with it.
That’s totally fine. Just make sure to set a date for a follow-up call. Say something
like:
a. The easiest thing to do is to pay right now. I do need payment to hold your
spot on my roster and to schedule our first appointment.
b. Or, I will send you a payment link and agreement as soon as we get off the
call. You pay, and this holds your spot in my roster and reserves your first
session. Once you pay, you’ll get a whole welcome letter with
assignments and how to prep for your first session.
c. Or, if they need some time, Great, let’s set up a time for you to call me to
check back in so we don’t lose this thread. I really think this work will be
amazing for you. (Then set up a specific time within a few days for them
to call you).
When people need to think about it, aren’t sure, or have money challenges...
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If it feels like a great fit to you, and a potential client wants to think about it, make sure
first that they actually don’t just have more questions now that would help them make the
decision in that moment. It’s possible they are not seeing the full benefit or value of the
work, so the following questions can help unearth what’s really going on.
Here are a few good questions:
What would you need to get out of this to make it worthwhile and very valuable for you?
Are there any questions I can answer that will help you with your decision?
What do you need to make this a total YES for you?
Is this something that feels right to you? What parts feel good to you? What’s not landing
so well?
If they are very clear that they just need to sit with it, great. Just make sure to set up a
time within a few days that they will call you back to follow up. I just say:
Great... when would be a good time to check back in so we don’t lose this thread?
And then put it on the calendar.
If their issue is money, first make sure that it actually is:
If you had the money, would you do this?
If they say no, then revert to questions above. If they say yes, you have one more
opportunity to make an argument for why spending the money will benefit them, how it
actually is a really good value. If you do a good job (without being pushy) this can shift a
person. I talk about the importance of investing in a business, and that the money
invested will likely come back to them (though I never make guarantees). How will
working with you save them time, money, pain, etc in the long run?
If it’s a cash flow issue, you can also offer a different payment plan or perhaps a smaller
package (this is called a “down-sell”). You can also ask if they’d like some help
brainstorming about where they might find the money.
And sometimes, you just have to let them go! They’ll be on your email list, and maybe
they’ll have the money in a few months!
4. Follow up and Tracking Systems
Tracking Leads
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It’s important to track and follow up with your leads, both for strategic marketing
purposes, and so no one slips through the cracks.
Create a simple spreadsheet with the following headings across the top:
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Date of inquiry
Name
Status (consult scheduled, waiting to hear, etc)
Referred by (Yelp, November class, xx hub, etc)
Notes
Every time someone inquires, add them to this list, even if you don’t give a consult. The
reason for this is so that you can start to see where your leads are coming from, and
which sources are the best sources of actual clients. Then, you can strategically focus
your marketing efforts in those areas. You might get a lot of referrals from Yelp, but if
most of them aren’t ideal clients, well, then don’t focus so much time on Yelp. If all your
clients come from three hubs, then thank those people profusely and continue to build
and deepen those relationships.
The other reason to use this spreadsheet is simply to keep track of who you haven’t heard
back from and need to follow up with.
Follow-Up
I can’t stress enough how important follow-up is.
First, make sure everyone who applies for a consult ends up on your email list. So
whether or not now is the time, they will continue to hear from you over time and get to
know you.
Second, as mentioned above, if you are closing a consult call and the potential client is
undecided, SET A TIME for them to call you within a few days to let you know what
they’ve decided. If you forget to do this, and you want to work with the person, follow up
via email a couple days later and ask if they have further questions or if they’d like to
work with you.
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