In This Episode:

* How attorney Autumn Witt Boyd discovered that she’d over-automated the sales process for her law firm* The adjustments that she made to get her sales process back on track—and why she chose to put a human touch on it* What steps a potential new clients goes through in Autumn’s hybrid sales system* How her values are reflected in the way her business does sales now

We all have a story about a bad salesperson.

Ask my husband about buying a car and he’ll tell you about the time he and his ex-wife got trapped in a user car lot when they refused to make an offer on a car that was well over their budget.

It’s cliche—but true.

If this is the kind of story you think about when you think about sales, it’s no wonder that selling your own products or services would be a challenge.

But this is not what your sales system needs to look like to be effective.

You can be a kind, generous, and human sales person and be incredibly effective.

This month, we’re talking sales.

We’re going to get into the human side of sales in a minute or two. But first, I think we need to make an important distinction here: marketing is not sales. Sales is not marketing.

Can there be overlap? Sure. Does one often support the other? You bet.

But marketing and sales are not the same thing.

In fact, an intentional, proven sales system is often one of the missing pieces of a business that almost works—but isn’t quite there.

You can’t market your butt off and expect it to just materialize into purchases—you have to sell.

So then, what is sales?

Sales is the system that presents the offer, answers any questions or objections, and then makes the ask and closes the deal.

Sales tends to happen a little more behind the scenes—which is why it’s one of the more misunderstood parts of running a small business. It often happens in an email, on the phone, or even in person.

Our goal for this series on sales is to demystify the process and give you a look at what really works when it comes to selling your service, your program, or your product. We’re even going to take a look at sales through a feminist or anti-capitalist lens.

To kick things off, I thought it was fitting to talk with a lawyer—another profession known for their sales techniques… about how she moved away from impersonal, automated sales processes and into a more human way of selling—and why that generated better results for her firm.

Today, I’m talking with my friend Autumn Witt Boyd, the founder of The AWB Firm, which specializes in helping online business owners protect what they’ve built.

Autumn and I talk about why she started tinkering with her sales process in the first place, the speed bumps she experienced along the way, why her sales process ended up too automated, and how she’s taken a more human approach and actually gotten much better results.

Now, let’s find out what works for Autumn Witt Boyd!

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