Sell With Authority

David Bonney has been focused on sales execution and process for 15 years and is the CEO and founder of FourtyFive.io — which is a platform he and his team built and designed for sales trainers. He is also the author of the new book entitled “Buyer-Centric Selling.”

David is going to give us a rare look behind the curtain to what is buyer-entric selling — through the eyes of a sales expert. He is also going to give us a foundation around what he refers to as the Revenue Operations Lifecycle.

Additionally, he’s also going to walk us through what he calls the “Sales Playbook” and how to execute the playbook.

And — we’re going to break down The Sales Conversion Formula so you can better measure the sales performance within your shop — whether that’s your own performance — or — if you have multiple people playing different biz dev roles.

• How David and his team built and designed FourtyFive.io for sales trainers
• Ways to structure the first conversation with a prospect so they see we are all about them
• The foundational blocks for David’s new book, “Buyer-Centric Selling”
• Why David focuses on bottom performers to achieve increased performance levels from every team member
• Key takeaways from “Buyer-Centric Selling”
• The most effective ways to drive up predictable sales rep success

• Get the book about Buyer-Centric Selling by David Bonney on this page
• Website: https://fourtyfive.io/
• LinkedIn Personal: https://www.linkedin.com/in/davidjohnbonney/
• LinkedIn Business: https://www.linkedin.com/company/fourtyfive-io
• Get into the buyer-centric selling and sales process involved by listening to this podcast

Stephen Woessner is the founder and CEO of Predictive ROI, a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts.

How marketing agencies get clients? Let’s start with a little bit of history.

Since the advent of the commercial Internet, Stephen has collected tens of thousands of data points that have given him the ability to identify what he calls the “”8 Money Draining Mistakes”” and the “”8 Money Making Opportunities.”” Darren Hardy, then-publisher of SUCCESS Magazine, interviewed Stephen to discuss how business owners can identify and fix the mistakes.

Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member and taught digital marketing classes to small business owners throughout the state including the prestigious School of Business at UW-Madison, has owned five businesses, and is the author of three books, “The Small Business Owner’s Handbook to Search Engine Optimization”, “Increase Online Sales Through Viral Social Networking”, and “Profitable Podcasting.”

His digital marketing insights and discussions on how marketing agencies get clients have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine.

Hannah Roth is currently Predictive Roi’s Mad Scientist and Strategist. Hannah has a background as a wildlife biologist, and she started her own home decor and carpentry business that she ran quite successfully for 6 years, which segued into her current position with PROI.

Hannah loves her work family, clients, and the fast paced environment of the agency world. She believes there is nothing quite as rewarding as walking alongside someone while they achieve their business goals.

• Predictive ROI’s origin story and a snippet on how marketing agencies get clients
• What the Predictive team does differently for their clients
• The transformation that comes with confidently stepping into your smarts
• The importance and benefits of PROI’s full transparency approach
• Stephen’s advice for instilling confidence and trust with clients that come from all points of the business spectrum
• The impact of being within a community that fosters collaboration and inspiration

• Continue your learning on how marketing agencies get clients by finding your ideal client next
• Newly expanded “Resource Library”: https://predictiveroi.com/resources/
• “How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel
• LinkedIn:
  • https://www.linkedin.com/in/stephenwoessner/
  • https://www.linkedin.com/company/predictive-roi/
  • https://www.linkedin.com/in/hannah-roth-387a6b223/
• Twitter: https://twitter.com/stephenwoessner
• Facebook: https://www.facebook.com/PredictiveROI
• Read this blog on how marketing agencies get clients and engage with them

Tom Schwab is an accomplished inbound marketer, speaker, entrepreneur, and author. He is the Founder and Chief Evangelist Officer at Interview Valet.

Have you ever thought how your digital marketing approach does not give you your positional authority and that it might actually be hurting your business? That you are not “breaking through the noise,” you are just adding to it? Perhaps you are not simply “one funnel away;” maybe that funnel is preventing the big fish you want from seeing your bait.

Tom Schwab wants you to consider that you are just one conversation away. Based on Tom’s experiences and data, working with over one thousand thought leaders as the chief evangelist officer at Interview Valet, Tom believes you are just one conversation away from a rich life and a profitable business.

• Why connecting people with ideas is part of Tom’s mission
• Why Tom launched Interview Valet
• The strategies and processes Tom and his team of experts implement to leverage audiences
• How we can avoid chasing a transaction in favor of making a long term investment leading to profitability and sustainability
• Ways the podcasting format is an introduction to potential clients that can lead to building a genuine positional authority
• Specific ways of repurposing podcast interviews to turn passive listeners into engaged leads

• Learn more about positional authority and Tom Schwab by checking out his blogs
• Website: https://interviewvalet.com/
• LinkedIn:
  • http://linkedin.com/in/thomasmschwab
  • https://www.linkedin.com/company/interview-valet/
• Facebook: https://www.facebook.com/InterviewValet
• Twitter: https://twitter.com/interviewvalet
• Youtube: https://www.youtube.com/channel/UCuSNLwNEIU787_7l34HaS8A
• Book: https://interviewvalet.com/pgpdownload/
• Listen to another related positional authority podcast but with Chris Prefontaine

Finding clients? Samantha Hartley works with consultants who are ready to break through the plateau and MULTIPLY their revenues. Samantha helps them multiply their revenues without exhaustion by finding clients who will work on transformational engagements so their consultancies can be profitable and joyful.

It’s not unusual for Samantha’s clients to add $150,000-$600,000 in their first year working with her, (Other results include crossing the million-dollar mark; turning a $22K offer into a $200K engagement, and adding $400K to a contract in just 24 hours).

Samantha is a sought-after guest and the host of the Profitable Joyful Consulting podcast and Facebook group.

Before starting her consulting business, Samantha worked in international marketing for The Coca-Cola Company. She lives on Martha’s Vineyard with her husband and four children.

• Samantha’s framework for growing your consulting business joyfully and profitably – by finding clients with confidence
• Why Samantha believes running your consultancy joyfully is not optional for a flourishing and fulfilling business
• How Samantha helps her clients avoid overpaying subcontractors with smart value-based pricing
• The magnitude of finding clients who are right-fit, as well as next level clients
• Samantha’s methodology for achieving significant revenue growth momentum to break through plateaus
• Ways to get intentional about client engagements
• Why it is crucial for profitability to get out of a financial comfort zone and revise ideas concerning earning potential

• Learn more about finding clients with Samantha Hartley by tuning in to her blog podcast
• Website: https://samanthahartley.com/
• LinkedIn: https://www.linkedin.com/in/samanthahartley/
• Business Linkedin: https://www.linkedin.com/company/enlightenedmarketing/
• Facebook: https://www.facebook.com/samantha.hartley.71
• Instagram: https://www.instagram.com/samantha.hartley.71/
• Youtube: https://www.youtube.com/c/SamanthaHartleyMedia
• Read the strategies of Samantha about finding clients for your consulting business

Stephen Woessner is the founder and CEO of Predictive ROI (PROI), a digital marketing agency, and the host of Onward Nation and Sell With Authority Podcasts.

How to build a strong sales pipeline? Since the advent of the commercial Internet, Stephen has collected tens of thousands of data points that have given him the ability to identify what he calls the “8 Money Draining Mistakes” and the “8 Money Making Opportunities.” Darren Hardy, then-publisher of SUCCESS Magazine, interviewed Stephen to discuss how business owners can identify and fix their mistakes.

Stephen served in the United States Air Force, spent six years at the University of Wisconsin-La Crosse as a full-time academic staff member and taught digital marketing classes to small business owners throughout the state including the prestigious School of Business at UW-Madison. He has owned five businesses, and is the author of three books, “The Small Business Owner’s Handbook to Search Engine Optimization”, “Increase Online Sales Through Viral Social Networking”, and “Profitable Podcasting.”

His digital marketing insights have been featured in Forbes.com, Entrepreneur.com, The Washington Post, and Inc. Magazine.

• How to find and identify the right-fit clients
• How to build a strong sales pipeline: Discovering effective strategies is essential for business growth and sustained success in the competitive market.
• How to become the known expert in a niche by solving the right problems, telling the right stories, and fishing in the right ponds
• How to build a strong sales pipeline
• Why a simple set of 6 criteria can help you design your compelling HERO offer
• How to identify the 3 “Measures for Success” that will give you the ability to charge a premium price — as a result — drive profits
• How to connect the “WHO” and “WHAT” frameworks to build your authority position

• • Order a free paperback or Kindle copy of “Sell with Authority”: https://predictiveroi.com/free-book
  • Discover further insights on how to build a strong sales pipeline as Stephen delves into the topic of “How to fill your sales pipeline” on this website.
  • More about how to build a strong sales pipeline– Listen to Episode 1030: How to apply Infinity Loop, with Stephen Woessner here.
  • Download the “WHO Framework”: https://predictiveroi.com/who
  • Download the “WHAT Framework”: https://predictiveroi.com/what
  • Download the “HOW Framework”: https://predictiveroi.com/how
  • Newly expanded “Resource Library”: https://predictiveroi.com/resources/
  • “How to Fill Your Sales Pipeline” Facebook Group: https://www.facebook.com/groups/b2bsalesfunnel
  • LinkedIn: www.linkedin.com/in/stephenwoessner/
  • Twitter: https://twitter.com/stephenwoessner
  • Facebook: https://www.facebook.com/PredictiveROI

Programmatic media buying can be confusing for those who heard of the term for the first time. If you’re one of them, then Mary Ann Pruitt will explain it thoroughly in this podcast episode.

Mary Ann Pruitt started her career in media by working as a senior sales executive for some of the nation’s largest media outlets. After discovering her talent and love for all things media strategy, she founded Mosaic as a way to provide niche expert experience to agencies and marketing departments across the country. Her hard work and savvy strategy skills have led Mosaic to year-over-year growth, and has expanded her impact as an industry leader in all things traditional, digital, and everything in between.

A 2020 award from Cynopsis Media named her as a Top Woman in Media. Mary Ann’s hands-on approach ensures she understands the moving parts of Mosaic at all times, allowing her to provide tailored insight and guidance to the Mosaic team and her clients. Client success is her number one priority and how she measures her own accomplishments, all of which is apparent in her tireless drive and strategic approach to every project.

• How Mary Ann began her career in media and went on to become the President and CEO of Mosaic Media
• Mary Ann’s definition and simplification of what programmatic media buying means
• Ways Mary Ann and her team work alongside agencies to make media buying a profitable growth generator
• Why Mary Ann believes there are riches in the niches
• The 5 myths of programmatic media buying
• Mary Ann’s insights about what gets in the way of agencies offering and selling programmatic to clients

• Learn more about programmatic media buying by reading its (re-)introduction
• Website: https://mosaic.agency/
• LinkedIn: 
  • https://www.linkedin.com/in/maryann-pruitt/
  • https://www.linkedin.com/company/mosaic-media-agency/
• Facebook: https://www.facebook.com/mosaic.agency
• Instagram: https://www.instagram.com/mosaic_media/
• Listen to a podcast with Vera Fischer about how programmatic media buying adds value

Sandra Martini, founder of boutique coaching firm The Martini Way, offers her mentoring clients a perfect balance of marketing savvy, intuition and results-driven systemic implementation with a healthy dose of nurturing and love.

Sandra’s style is to learn about your goals and then reverse engineer them to where you are now, so you can create the quickest path to your goals possible without sacrificing your sanity or self care. This is where her creating a membership program comes in and your agency can benefit from it as well.

The sustainable success Sandra teaches takes time and work. If you’re looking for someone to tell you to call everyone you know and sell them a high level “X”, Sandra isn’t for you.

If you want a partner who understands the big vision and intimate details of running and marketing a successful, sustainable business; who understands you and where you are, who nurtures you while being completely honest and non-judgmental and who can pull from her years of hands-on business and marketing expertise, then Sandra Martini is ready to help!

• Sandy’s expert insights for the right balance in building, launching, and creating a membership program
• Some key questions we should be asking to make improvements to the onboarding process resulting in retention
• Practical and tactical steps for avoiding the pitfalls and obstacles of creating a membership program
• Why it is crucial to take an actual look at the data, metrics, and usability of your membership program
• Ways Sandy has been invaluable at helping us here at Predictive ROI review, critique, and improve the practices of our membership program.

• Learn more about Sandy’s guide on creating a membership program and its common mistakes
• Website: https://themartiniway.com/
• LinkedIn:
• https://www.linkedin.com/in/sandramartini/
• https://www.linkedin.com/company/the-martini-way-llc/
• Facebook: https://www.facebook.com/themartiniwayllc
• Twitter: https://twitter.com/SandraMartini
• Check out more of Sandy Martini’s creating a membership program episode in her podcast with Predictive ROI
• Predictive ROI Resources Section: https://predictiveroi.com/resources/

Erik Jensen is the chief strategy officer at Predictive and a co-owner. Predictive helps clients build their authority positions in the niche(s) they want to serve — and then — monetize that position in the form of a sales pipeline filled with a steady stream of right-fit clients.

But often — Erik has conversations with agency owners, business coaches, and consultants (that’s our tribe here at Predictive ROI) — and he’s asked questions like…

“Hey — how do I get my list to buy more of my stuff?”

“How do I generate leads and sales for my business?”

And like we talked about in last week’s episode — anytime we let thoughts of “GETTING” our “LIST” to “BUY” — instead of being focused on helping our clients and prospects solve a business issue or challenge they care about … then our thoughts, words, and actions make it pretty clear that we’re more about selling for our benefit and not helping them for their benefit.

Okay — let’s put a pin in that for a second because what might seem like a bit of weird irony — the focus of my discussion with Erik today is actually all about “HOW” to sell – and more specifically – we’re going to talk through and slice apart one of our brand new sales frameworks – just out of the Predictive Lab.

What we’re calling our “HOW” framework.

The framework is based on two private training sessions we delivered to Predictive clients in June and August where we mapped out all of the strategies and tactics for how best to sell the HERO Offer.

If you’ve not yet built your HERO offer – I encourage you to download Episode 28 because Erik and I broke down all of the components…and key questions to work through…for building your HERO offer from the ground up — and — how to price it strategically.

Alright – now let’s come back to today’s discussion.

Our goal for this episode is to share a framework for how to generate leads and sales for your hero offer.

Here’s how…

We’ll highlight the three roles within what we call the “Triangle of Sales”.

And — we’ll define “Transitional Moments” and how each role in the sales process needs a Transitional Moment to seamlessly move one of your prospects along in the process – without them feeling like they’re being moved along.

And – after highlighting each role – we’ll break each down into some core components including the goal for each role – and when done with excellence – your result outcome will be a “sales process”…not “sales activity.”

And because it’s a process…it becomes delegatable and scalable.

Lastly — before we dive in — why are we focusing on the “WHO,” “WHAT,” and “HOW” over the last several weeks in this 3-part series?

Because no matter how long you’ve been running your business — no matter how much experience you have — no matter how successful you’ve been — if we lose sight of the fundamentals…we lose our way and we start showing up as “buy more of my stuff.”

Whether by accident or not – when we show up that way — it feels like a whole lot of not awesome for your clients, prospects, and audience.

So – think of these “WHO, WHAT, HOW” episodes as The Starting Block.

• What are “Transitional Moments” — their purpose, how they work, and how you can put them into practice to transition conversations from one stage to the next
• What are the three roles of an effective sales process or sales team (we call this the Triangle of Sales)
• What are the primary functions of a sales development representative
• How can you generate leads and sales without being too aggressive
• How does the Setter role ensure that leads passed on to the closer are truly “sales qualified”
• How to obtain “conceptual agreement” so closing sales never feels like closing sales

• Listen to a related podcast of how to generate leads and sales for your business, with Stephen Woessner
• Free training video and “WHO” framework at: www.predictiveroi.com/who
• Free training video and “WHAT” framework at: www.predictiveroi.com/what
• Free training video and “HOW” framework at: www.predictiveroi.com/how
• Order your free copy of “Sell with Authority”: https://predictiveroi.com/resources
• Facebook: https://www.facebook.com/groups/b2bsalesfunnel
• Website: https://predictiveroi.com/
• Connect with Erik on LinkedIn: https://www.linkedin.com/in/erik-jensen-b9946068/
• More tips on how to generate leads and sales with Erik Jensen in this podcast

Erik Jensen is the chief strategy officer at Predictive and a co-owner. Predictive helps clients build their authority positions in the niche(s) they want to serve — and then — monetize that position in the form of a sales pipeline filled with a steady stream of right-fit clients.

But often — Erik has conversations with agency owners, business coaches, and consultants (that’s our tribe here at Predictive ROI) — and he’s asked questions like…

“How to attract clients to buy more of my stuff?”

And like we talked about in last week’s episode — anytime we let thoughts of “GETTING” our “LIST” to “BUY” — instead of being focused on helping our clients and prospects solve a business issue or challenge they care about … then our thoughts, words, and actions make it pretty clear that we’re more about selling for our benefit and not helping them for their benefit.

Okay — let’s put a pin in that for a second because what might seem like weird irony — as you’ll hear — the focus of my discussion with Erik is actually about selling.

Weird, right?

But — and it’s an important “but.”

It’s about offering your clients and prospects what we call the HERO Offer — because when you offer it in the right way, at the right time (and candidly — in most cases…you’ll be asked by someone to share the details of what’s included) — then offering up the HERO offer doesn’t feel like selling at all.

Because if you follow the recipe, Erik and I lay out today — you’ll learn how to attract clients and build your HERO Offer in such a way that it’s all about solving an important business issue for your client…not driving revenue for you.

And again — irony — that doesn’t mean your HERO offer is a loss-leader and not profitable. It’s profitable, strategically priced, and strategically linked with your full value ladder.

Okay — lastly — before we dive in — let’s quickly loop back to last week.

Erik and I discussed three variables as the starting point for solving the equation of increasing sales.

The first variable is WHO. We covered “WHO” last week in Episode 27. If you missed it — just go here.

The second variable is WHAT. That’s the HERO Offer and what we’ll cover today.

And the third variable is HOW, which will be our focus next week.

As always — we’ll share specific examples and helpful frameworks in full transparency.

Why are we focusing on these three fundamentals in these episodes?

Because no matter how long you’ve been running your business — no matter how much experience you have — no matter how successful you’ve been — if we lose sight of the fundamentals…we lose our way, and we start showing up as “buy more of my stuff.”

Whether by accident or not – when we show up that way — it feels like a whole lot of not awesome for your clients, prospects, and audience.

So – think of these “WHO, WHAT, HOW” episodes as the Starting Block.

• Check out the 30,000-foot view of the HERO OFFER
• What are the key criteria that an effective HERO OFFER includes
• What are the five outcomes of a HERO OFFER to share with your clients — and in doing so — transition you from selling to only helping
• What are the measures for success?
• How best to price the HERO OFFER: loss-leader or premium-priced
• How to attract clients to avail the HERO OFFER

• Download the free HERO OFFER worksheet: www.predictiveroi.com/what
• Listen to the previous episode of How to Attract Clients entitled Step 1: Filling Your Sales Pipeline with Right-Fit Clients, with Erik Jensen
• Order your free copy of “Sell with Authority”: https://predictiveroi.com/resources
• Facebook: https://www.facebook.com/groups/b2bsalesfunnel
• Website: https://predictiveroi.com/
• Connect with Erik on LinkedIn: https://www.linkedin.com/in/erik-jensen-b9946068/
• Learn more about How to Attract Clients by listening to Step 3: How to Generate Leads and Sales for Your HERO Offer, with Erik Jensen

Erik Jensen is the chief strategy officer at Predictive and a co-owner. Predictive helps clients build their authority positions in the niche(s) they want to serve — and then — monetize that position in the form of a sales pipeline filled with a steady stream of right-fit clients.

But often — Erik has conversations with agency owners, business coaches, and consultants (that’s our tribe here at Predictive ROI) — and the commonly asked questions are…

“How to attract your ideal client?”

“Hey — how do I get my list to buy more of my stuff.”

Here’s the reality — you can “get” your “list” to “buy your stuff.” What you CAN do is prove over and over again that you can help solve business issues and challenges they care about deeply.

So let’s reframe. Instead of the earlier question — we’d like you to consider three variables as the starting point for solving the equation of increasing sales.

The first variable is WHO.

The second variable is WHAT.

And the third variable is HOW.

Over the next three episodes of the podcast — Erik will join Stephen to work through the three variables of WHO — WHAT — and HOW they can work together to fill your sales pipeline.

We’re going to define each.

We’ll share specific examples in full transparency.

And — we’ll share any helpful frameworks along the way.

Why?

Because no matter how long you’ve been running your business — no matter how much experience you have — no matter how successful you’ve been — if we lose sight of the fundamentals…we lose our way, and we start showing up as “buy more of my stuff.”

Whether you show up that way by accident or not — it feels like a whole lot of not awesome for your clients and prospects.

Think of this episode as the “Starting Block” — it’s time to get set…here we go.

• Who is your ideal client? How to attract your ideal client?
• The three ingredients in the right-fit client avatar recipe
• How your client stories can connect to your prospect’s “psychographics”
• How to win the “heart” with the pain-pleasure principle followed by winning the “head”
• Why “hope” is the strongest decision-making force
• How to attract your ideal client avatar then share it with a prospective client during an actual biz dev meeting

• Order your free copy of “Sell with Authority”: https://predictiveroi.com/resources
• Listen to this podcast of how to attract your ideal client, with Stephen Woessner
• Facebook: https://www.facebook.com/PredictiveROI/
• Website: https://predictiveroi.com/
• LinkedIn: https://www.linkedin.com/in/erik-jensen-b9946068/
• Read this blog from Predictive ROI about how to attract your ideal client and engage with them