Sales Hustle is now Sales Transformation
July 10, 2022

#351 S2 Episode 220 - MAGNIFICENT 7: The 7 Stages Of A Sale In The Writing Process

#351 S2 Episode 220 - MAGNIFICENT 7: The 7 Stages Of A Sale In The Writing Process

It’s another stage of the Jonathon Marathon here in Sales Transformation!

In this episode, Jonathan shares with Collin his writing process. Jonathan introduces the audience to the 7 major stages of a sale, which he effectively uses as a framework for writing his emails. Tune in to find out more, in Sales Transformation.

Power up your podcast experience by joining our Free Podcast Community!

Are your Reps hitting their quotas this 2022? If not, then a Wingman Free Trial is what you need!

HIGHLIGHTS

Jonathon's process
The 7 major stages of a sale
Transforming something micro to macro
Pre-answer objections

QUOTES

Jonathon’s content writing process: “Something that's micro also becomes macro, so I use this framework when I'm writing an email, or if I'm writing an email sequence…”

Jonathon’s content breakdown: “The lesson that you're going to teach in the 80% of the content, should be a lesson that pre answers their objection.

Connect with Jonathon and learn more about what he’s been working on!

About Jonathon
About Virtual Worker Now
Virtual Worker Now Website
About LeadNurture
LeadNurture Website

Connect with Collin and find out what’s new in Sales Transformation and other things he’s up to:

About Collin
About Salescast
Salescast Community
Sales Transformation

Wanna kick off your own kick-ass podcast?
Already have one? How about growing it, or even monetizing it?

LET’S TALK.


It’s another stage of the Jonathon Marathon here in Sales Transformation!

In this episode, Jonathan shares with Collin his writing process. Jonathan introduces the audience to the 7 major stages of a sale, which he effectively uses as a framework for writing his emails. Tune in to find out more, in Sales Transformation.

Power up your podcast experience by joining our Free Podcast Community!

Are your Reps hitting their quotas this 2022? If not, then a Wingman Free Trial is what you need!

HIGHLIGHTS

  • Jonathon's process
  • The 7 major stages of a sale
  • Transforming something micro to macro
  • Pre-answer objections

QUOTES

Jonathon’s content writing process: “Something that's micro also becomes macro, so I use this framework when I'm writing an email, or if I'm writing an email sequence…”

Jonathon’s content breakdown: “The lesson that you're going to teach in the 80% of the content, should be a lesson that pre answers their objection. 

Connect with Jonathon and learn more about what he’s been working on!

Connect with Collin and find out what’s new in Sales Transformation and other things he’s up to:

Wanna kick off your own kick-ass podcast?

Already have one? How about growing it, or even monetizing it?

LET’S TALK.

Looking to start your own Podcats? Book a FREE strategy call. 🚀

Transcript

[00:00:00] My name is Colin Mitchell and welcome to sales transformation, a daily podcast with the best moments from the most respected people in the sales world. The goal of this show is to give you a daily dose weekends included in 10 minutes or less to help transform the way you sell. I hope you enjoy today's episode.

[00:00:20] And now to David to tell you what you can expect in today's episode.

[00:00:29] It's the second lap of the Jonathan marathon. And in this episode, Jonathan talks about the magnificent seven, the seven stages of a sale that he applies in this writing process, writing emails to sell or promote is still a selling process and written form, which is why Jonathan use. Same selling process in his writing process.

[00:00:50] Turn in today as Jonathan and Colin. Talk about these seven stages and how it applies to writing cold emails, follow ups, and many more only here from sales transformation. Could you walk me through just like, say a process, like, let's say you're writing an email sequence or maybe you're writing a sales page.

[00:01:09] Um, if you start there with, okay, here's kind of the outline of what I'm trying to accomplish, then what does the process look like from. Yeah. So I have a, a way that I approach sales. I say that there's seven major stages of a sale. So first is, uh, address their pain, but figure out what their problem is to, uh, set a vision.

[00:01:29] So what would it look like if they didn't have that pain or they didn't have that problem? What this, some people call this, the benefit stack. Um, the third would be what is the theoretical solution? So I, I try to get people to agree with the idea of the solution before I even talk about my product. So a simple way to think about this is, do you have this problem?

[00:01:51] Yes. Wouldn't it be amazing if you didn't have this problem? Yes. Well, you probably tried a bunch of stuff, right? Yes. So wouldn't it be great if there was a solution that did one, two and three? Yes. Get them to agree with that. Before you ever start talking about your, your product. Then you say, well, conveniently my product happens to have one, two and three, and you already agreed that it was the best case scenario.

[00:02:11] Right? So theoretical solution, then your specific solution is number four. Uh, number five is answering objections. Um, so answering, I think there's six objections. I've stolen. Three of them from, um, Not from the Wolf of wall street, but the first one and I believe is, uh, uh, it's basically price. So, but price doesn't matter.

[00:02:33] It's price relative to perceived value. Right. So if I say, Hey, I have this product it's $10,000. Would you like it? You don't really know. Cause if it's a house in Beverly Hills, you want a million of 'em and you'll flip them tomorrow. If it's, uh, number two pencil, then it's obviously overpriced. Right? So price doesn't matter.

[00:02:50] It's price relative perceived value. Two is the pain of getting started. A lot of people don't do things because. They're just lazy Alex or Mo talks about this a lot where, uh, you know, make it really easy for them to get a fast win, make it very easy for them to get started. Mm-hmm then the rest of the objections are trust.

[00:03:08] So three, four or five and six are. Uh, you know, they don't trust themselves. They don't trust the company. They don't trust the product or service and they don't trust the salesperson. And you have to have, uh, trust on all of those. If they don't have trust on, you know, all of those, then they're not gonna buy.

[00:03:25] So you answer those six objections generally over and over again, and then stay, uh, uh, stage six, reset the vision. Because by that time you're kind of talking in the negative. So you gotta reestablish the point of this as the benefit. Um, and then, um, stage seven asked for the. So that that's kind of the approach that I take.

[00:03:44] And I do that through in a, you know, people understand what a fractal is in mathematics. It's basically the simplest way to think about it is how an, an Adam also looks like in a universe. So Adam is very small, but a, you know, a, a galaxy is like, it also looks kind of like an ATO, right? And so something that's small, something that's micro also becomes macro.

[00:04:05] So I use this framework when. Writing an email, or if I'm writing an email sequence, or if I'm writing the entire marketing system from top middle and bottom funnel of the ads to the landing page, to the backend email sequence, including let's say an upsell to like a calendar to a high ticket product. So no matter what, what the, uh, if I'm thinking about it in a macro or just this individual caption or this individual ad or this individual email, I generally go through all seven and then I stack that.

[00:04:38] The six influencers plus cognitive biases. Um, and if you add all of that up, then it's very difficult to, to fail, uh, that maybe is too macro. I'll give you an example of like an email sequence. So yeah, let's say someone just purchased a, a, a low ticket product, but as a, as a sales manager or a company that wants to have a high ticket product that requires phone sales, or you're, maybe you are a sales person.

[00:05:05] And you're not getting enough leads. All of these would be helped by having a, a more, uh, successful and, uh, persuasive, nurturing sequence. So generally speaking, whenever I build a, a funnel for a calendar or an appointment funnel, or a sales team, I'll have an opt in. That you can nurture to the call. If they don't schedule a call, then once they schedule a call, you'll have a nurturing sequence to get them to show up to the call.

[00:05:31] And then you have a couple options. They either don't show up, which then you try to reschedule them or you, uh, they showed up and they weren't interested. Then you put them back into your newsletter or they, they showed up and they're qualified. And then I generally suggest switching to manual because now you have a hot lead and you need to close.

[00:05:49] But let's use the opt in, but didn't schedule as an example. So if you have an opt in, but didn't schedule sequence on email or text, then really you should do both you. I generally like to do one week, so I'll have a seven email sequence and the way I'll organize it is that I'll, uh, the first day I'll do 80%.

[00:06:09] The welcome email, if you will. Um, I'll. I'll ma have it be more of a bonding sequence. So I'm giving them a lot of value and I'm not aggressively selling them. I'll be teaching them something like 80% of it will be teaching. And then 20% will be a call to action at the end. And then as you move later and later in the week, as you've earned their trust, you sort of invert that.

[00:06:31] And by the end, it's 20% teaching and 80% self. Right. So you, but that's just one layer to it. There's another layer to the matrix, which is what are the objections that they're gonna have. For example, we already know a lot of their objections, right? So yeah, you, if you have the, the lesson that you're going to teach in the 80% of content, Should be a lesson that pre-answered their objection.

[00:06:59] Right? So if they're going to be nervous because they've tried other things before and it hasn't worked, then you might want to tell a story about how you, this is very Russell Brunson style of how I was just like them. And, you know, I had the same problems and that's why we built this product for you.

[00:07:16] And this is actually the exception that really does. So you might want to teach them that, right. But simultaneously you're also answering an object. So I that's, that's how I think about it in it in, for example, in, uh, in opt-in, but didn't schedule seat. Thanks for tuning in to today's episode. If you're enjoying the show, drop us a review on your favorite podcast platform, and we hope that you'll tune in again tomorrow as we are here for you every day, weekends included to help you transform the way you sell.