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The Encore Entrepreneur



Many people worry about being too pushy when it comes to sales and marketing. When you align with your values and use your values in your sales and marketing activities, they act as guideposts for your business, and alleviates that worry once and for all.

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Episode Transcript:

[01:06] Carmen Reed-Gilkison: Hey, ladies, Carmen here.

[01:08] Deirdre Harter: Hi, ladies. Deidre here. We are super excited because this is part three of our five-part values series, and today we're going to introduce the concept of using values to anchor your sales and marketing activities. 

We hear this all the time. Many women who are in business worry about being too pushy when it comes to sales and marketing. So, have you ever felt that way? 

Now, women understand that they need to sell to build a sustainably profitable business, but they aren't sure how to do it in a way that doesn't make them feel like a slimy, used car salesman. When you align your values and use them as guideposts for your business, it alleviates that worry once and for all.

[02:01] Carmen Reed-Gilkison: Today, we'll share with you how we use each of our five values in our sales and marketing activities to give you an example of how you can use yours and how they apply. 

Our number one value for Encore Empire is freedom. And when we talk about sales and marketing, making sales gives us freedom. If we're not earning the money we need to thrive, we don't have the freedom we want, and that's why we started our businesses, right? I mean, we want to make a difference, for sure. That's one of our values coming up. But we also need to make the money. So this is why making sales is the key to freedom. And many things go into making sales, not the least of which is mindset. 

We recommend checking in with yourself to determine where you might have resistance or fear cropping up. It's natural to feel those things when we do anything that we don't feel proficient in and we absolutely can become proficient in making sales in a way that feels good. So I want to say that again: You absolutely can become proficient at making sales in a way that feels good. 

Realizing that the solution you provide gives your clients a level of freedom helps to reframe any mind drama that might be going on. And one of the main keys to this—when I said we recommend that you check in with yourself to determine where you might be having resistance or fear. It's mindset, and it's mind drama, and those things that we have to be careful of. The stories we're telling ourselves and that we have to be even more careful of the stories we're believing. So it's a holistic approach that we like to take because mindset is a big factor in it. 

Now, when we talk about freedom in marketing, we lean into online marketing for the freedom of no boundaries. So, for us, building an online business creates freedom. We can market to and connect with the segment of the population that we help without having to spend time driving to and from. The experience is seamless and gives us a great freedom in creating our schedules. By eliminating commute time, we're able to build our schedules in a way that best supports our clients while at the same time providing us the time and space we need to support ourselves. And this is why we're so passionate about online business. 

We want to be able to maximize the time we have not only to help our clients get results but also to help support us in having a balanced life and doing the things that matter most to us.

[04:40] Deirdre Harter: Now, another one of our values is community. And so when you think about community, you're like, how does that go with sales and marketing? Well, we believe in community-based marketing. People may call it an audience, or they may call it followers, but really, this is community. 

When you have a relationship of some sort with other people, and you're connected to them in some way, then that is a community. We believe in that. We sell by serving our community. So that is the mindset as Carmen was talking about. Know mindset's kind of like the underlying theme in all of this. 

We wanted to bring you these perspectives because it might help you have a perspective change. We can all see things differently if we just move a little bit to the right or a little bit to the left. I know this happens to me. We have deer that run around our yard all the time because we live out in the woods, and my husband will be like, oh, do you see the deer over there? And I can't see the deer. He sees it. I cannot see it. 

I have to shift over and move into the same position he's in in order to see the deer because there's a tree in the way. Right. So this is no different in anything. When we shift our perspective a little bit, all of a sudden, we're going to see things that we didn't see before.

[05:59] Carmen Reed-Gilkison: I love that. Yeah.

[06:01] Deirdre Harter: Now we all have communities, right, online and or offline. As service providers, we want to build our community of not only prospects but also collaborators, referral partners, thought partners, business besties, et cetera. 

The reason why we say we're community marketing is because there are a whole lot of different people who play different roles in our business. It's not all just about the prospects and the sales. And sometimes, we get a little too hyper-focused on that. That's when that salesy feeling comes in because it feels like we're trying to sell to everybody all the time, right? But by building relationships, that's what we're doing and keeping that at the forefront of our intention. 

For all of our marketing and sales efforts, we not only build our own community, but we build communities of support for many other people. So it's not just a community to serve you. It's everyone serving one another. And as we build and serve our communities, we do this through educating. By educating, by connecting and supporting one another, we build an ecosystem where reciprocity reigns. This is how we can market and sell from a place of authenticity and alignment with our values because we are helping and supporting others along the way. 

So this is that perspective shift I just talked about. When we look at this as we're building community, we're serving others; we're supporting others, we're helping as many people as possible. Then the sales will come naturally. And I'm going to give you a story to illustrate this. 

Recently, I had a meeting with a business friend. We were both in a coaching program together, and I wanted to keep in touch because I just really like her as a person. I think she's great. I loved talking to her in the community, and now we're no longer in that coaching program. But I wanted to keep in touch. Well, we had a call, and this call was simply meant to grow our relationship and to keep in touch. We actually don't live that far from one another. She's in one town over. So we were trying to do coffee or lunch, but it just wasn't working out with our schedules. I'm like, okay, well, let's just get on Zoom instead. And she's like, okay. 

And so I just wanted to see where she's at. It's been several weeks since I've seen her, and as with most of this type of call, we're asking each other how we can help each other. So, I asked her for her thoughts and any referrals that she might think of for a Cash Flow Mapping VIP Day. This is a new offer that Carmen and I are just rolling out, and it is for a particular type of business owner who really wants to make sure that they are financially healthy and that they understand all the numbers on their financial statements and how do they use that to grow their business. 

As I was explaining to her the concept behind it, I was actually just looking for some feedback because I'm still doing some of the market research around this to make sure it's exactly what women need. And she said I think I need that! Can you send me the link? I said absolutely. So again, because we're community-minded in our marketing sales, this is the natural result of when we're just trying to serve other people. 

We're asking for some feedback. We're saying, hey, can you just let me know what you think about this? Then, a sale can automatically happen. Now, does it happen this way every time? Of course not. We still have to have a sales process. But again, if we're looking at the bigger picture here, understanding how we're building all this out can really help us to feel much better about it.

[10:13] Carmen Reed-Gilkison: And I think another way to look at—community is one of our values, and that's why Deirdre is speaking from community. But another overarching theme that runs through Encore Empire is relationship marketing. 

So through community, through building community, through building relationships, we are, in fact, marketing ourselves and the business as someone who is trustworthy and likable and an expert at what we do, right? And that shows. Deirdre’s story illustrated that beautifully because she's on a call with someone who already knows, likes, and trusts her. We met this gal. She's awesome. And so they're reconnecting and getting to know each other again or touching base to see what's going on, and they get to take that to the next level. 

So by doing that, by focusing on community and how we help other people and relationship building, we automatically remove a lot of that ick feeling. And another great point that Deirdre brought up was when we are only looking for prospects, then it does feel like we're selling to everyone all the time, and that doesn't feel good to anyone. So remember: People first, right? We are people first. We want to have relationships with people first before we jump into what it is we're doing. If they like you, they're going to want to naturally know about you. And if they don't know you at all because all you're doing is focusing on what you sell, then chances are you're going to be doing yourself a disservice. 

Our third value is making a difference. So we at Encore Empire make a difference by providing a unique, holistic, and whole-person centered solution to help our clients achieve their business goals. This is something that we don't see out in the wide world of the internet, right? We see a lot of you have to fit into a framework: you have to do this, you have to do that. But we don't see people creating solutions that are holistic and that are person-centered. 

Again, this goes back to people first. So we make a difference by helping our clients with their mindset and helping them understand the back end of business building, or as we like to call it, the business of business. So that long after they're done working with us, the skills they take with them continue to support them in building sustainable profitability in their business for years to come. The difference we make is a lasting one, and so making a difference is one of our values, and that's how we do it.

[12:59] Deirdre Harter: Yeah, and I love what you said, Carmen. The difference we make is a lasting one, and I think that's a difference, too, because everybody wants to make a difference. I mean, there are maybe a few people who just want to make a buck, but for the most part, we all want to make a difference. But it's what level of difference do you want to make? Is this going to be a long-lasting one? We like to talk about the ripple effect where us making a difference when we help one other person, that person is then empowered to help other people. And so this ripples out into the world, and so this is how we can really make a bigger impact. 

Now, our next value is simplicity. This is one of my favorite ones. And let's talk about a simplified sales system that alleviates frustration and overwhelm. And I'm going to say sales. But this also goes for marketing because we believe in simplicity in marketing as well. So, in a business, there are two main systems that you absolutely have to have. You have to have a sales system, and you have to have a marketing system. And you have to have a sales system and a marketing system for every offer that you have or every ideal client that you serve. 

We're not going to get into the details of all of that. That is something that we talk about in our Marketing Methodology workshop. We're hosting that next month. So keep your eyes peeled for that if you want to know more about it. 

But what we know to be true is that it's very easy to complicate our processes. It's easier to complicate it than it is to simplify it, right? Have you guys ever tried to take something you wrote that's really long and cut it down into like to go from 500 words down to 75 words? That's hard to do, isn't it? It's much easier to just talk and talk and talk and talk. 

That's the same way with our processes. We feel like we need to keep adding and adding, but just as importantly, we need to be able to subtract. Doing less but better leads to mastery. Sales, especially, is one of those areas that takes training and a lot of practice to master. I mean a lot of practice to master, especially when you've never done it in your past lives, your past professions. If you were not a sales professional, then this is a skill that you absolutely can learn. And in order to be successful in your business, we have to have some mastery around it. And as long as you are in business, you must have the sales system in place, or you won't be in business. 

One of the first steps to take in simplifying your sales system is to map it out. And I know it feels very hard to do this. It's one of those things that's important but not urgent. And it's one of those things that even if you've heard about doing this before, you probably haven't done it. And if anybody has mapped out their entire sales system, please put it in the comments, and we want to give you five gold stars. 

So here's how we map it out. These are the questions to ask yourself:

  1. What are all the steps in the sales system or the sales process? 

  2. Do you have a repeatable process? Like, do you know exactly what to do each and every single time? 

  3. Is it documented? 

And if not, if you can't answer those questions in the affirmative, then this is the root cause of frustration and overwhelm. Sometimes, we confuse feeling icky about sales or not liking sales, going; I just don't like the sales part of business. Well, I think a lot of times, it's a combination of two things. It's mindset, but it also can be the fact that you aren't clear on it yet. You don't really know what the process is. 

You're kind of sort of doing the same thing every time, but you have to think about it every single time. You have to make decisions around it all the time. And when we don't have a process to follow, we end up not having enough clarity. So, by simplifying the process, you also gain the clarity that you need. And it's easier to check the system to see what's working and what isn't. So this is another part of frustration on sales, right? You're spending all this time and energy and effort, and then the sales are not coming in like you expected them to. Well, it's because something in the system isn't working, but you don't know what part of it isn't working. You just know something's not working. 

So, by having this simplified, mapped-out process, you can look at each step of the process, and then you can see what is working. Sometimes, we have to have some metrics around that to know it is because my conversion rate is—for every five people I talk to, I get a client. And if so, is it because you're simply not having enough conversations? Or maybe you are having enough conversations, but the conversion rate has changed. So we have to know, what is every step of this process? 

Maybe the nurturing part of this. Maybe they're cold, and they don't know you well enough. But we have to have it simplified and mapped out because if it's too complicated, there are too many pieces to check, and we're not going to be able to pinpoint what the problem is. The other reason simplifying the process is important is because it sets you up for scaling. 

A lot of people think, oh, well, I don't want to scale up to be a multimillionaire, so I don't need to worry about scaling. Well, scaling is nothing more than having your revenue go higher than your expenses. So, in other words, we keep our expenses at a rate that's growing smaller than the revenue. So the revenue we have the same expenses, but our revenue goes up and up and up. Now, sometimes expenses will go up a little bit, but your revenue is outpacing the expenses. This is where profitability comes in. So that's why having this simple process sets you up for scaling. Because you can more easily identify the areas that you can effectively delegate or automate as you grow and scale.

[19:33] Carmen Reed-Gilkison: And I think it's really important to talk about when Deirdre is talking about learning. A sales process requires mastery, and it can be hard, right? But what I want to remind you of is it's not necessarily that you're learning the latest thing that you're “supposed to do,” to make sales. It's that you're learning what works best for you. And so when we're creating and simplifying our systems, we want to do it in a way that feels good to us. 

So you're learning about when you get into conversations with people. It feels good when I approach it this way. We like to remind our clients to approach things with curiosity. When you approach things with curiosity, you are genuinely interested in what's going on, and it removes that self-deprecating thought process that could be going on inside your head because you're like, that's interesting. Why do you say that? Or tell me more. Or all those kinds of things. We learn a process that feels good to us.

Encore Empire's fifth value is ethics. And so ethically, as a business, we want to master relationship marketing, not bro marketing. We're here to create and cultivate win-win relationships. And so when you take any kind of sales training, or you read a book or anything like that on sales or marketing, we want to remind you to look at that through the lens of what matters most to you. You can read a book by someone like Russell Brunson and ClickFunnels, who I consider to be a little bit bro marketing, and you can still get a lot out of it if you're looking at it through the lens of your values and how you can maybe use some of the tactics or some of the strategies in a way that feels good to you. 

So this is another reason why values are so important, and we alluded to this in one of our previous episodes, is it provides the lens through which to look at things, through which to assess things, to how to look at it in a different way. Just like Deirdre talked about the perspective, right? Her husband can see the deer, but she can't. But if she shifts over a little bit, she can see the deer. It is the same thing. 

So we're not here to sell to people just for the sake of selling. We believe in building relationships, and through those relationships, we discover what each person truly wants and needs, and we deliver that. That helps us get better and better. 

And by knowing who our ideal clients are. When we learn from one person what they truly want and need, and we deliver that, it helps us with the next person. Even if what they want and need might be a little bit different. They're very similar because we're clear on who we serve. So we don't lead with our needs and wants; we lead with yours. And that's the difference. That's how we build an ethically sound business that delivers results and delights our clients.

[22:46] Deirdre Harter: One other thing that I think about when it comes to ethics is this is another one of those write-it-downers, right? We need to write down—we talked about in one of our previous episodes, and if you didn't hear the first episode or two, you can go back on our podcast and catch those. We also have them in the guides in our Facebook group. We have a whole section for this series that we're doing, so we suggest you go back and listen to those. 

But it's really about defining what does that mean to you? Right? Because we can all say, oh yeah, ethics are really important to me, and they're important to everybody on a certain level. But it's really about defining. And that's another reason we wanted to give you this series is to give you our thoughts on it, how we define it, and how we're using it in our business. This will give you some ideas on how you can define it and use it in your business as well. 

Because when your values are dialed in, you can refer to them frequently to help keep you on track. Because the minute something doesn't feel right, it is most likely because it's not in alignment with our values. Or it could just be something that you don't have clarity on. And how do we get that clarity? We come back to our values, right? The minute we come back to our values, that's what helps us get the clarity. 

And remember, our tip from last week was to use your values! These are not something to just print out on pretty paper and stick them in a notebook somewhere. This is something, this is like frame it, put it up on your wall so that you see it all the time. Refer to them often to determine if anything has changed and to remind you of what you stand for. 

This is another really big part of this values exercise that we're doing is this is how you build a business that lights you up, and it will continue to light you up, and it is your guiding light, literally. So have you identified your values yet? 

And if not, we have a simple three-step process to help you do so for yourself, both personally and for your business. So head on over to vip.encoreempire.com/values.

[25:11] Carmen Reed-Gilkison: And for those of you listening to these sessions on the podcast, the Value Series started with episode 52. So when you head to the podcast, and you want to start from the beginning, if you're hitting this one, we recommend going back to episode 52 to work your way up to this one. 

And then, as Deirdre mentioned, if you're in the Facebook group and you're watching this, these replays are in the guides. So, however you're consuming the content, we're super happy you're here, and we hope that you're enjoying it. 

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