286 – October 13
“My optimistic nature would have me going after Moby Dick in a rowboat and taking the tartar sauce with me!”—Zig Ziglar
“I hate you!” the voice on the answering machine ended, laughing. I was laughing, too. Anne was one of my class participants, and had been resisting sending out ships. I was coaching her about it, and she had called me to report. This was what she said:
“I went home from class thinking about the golden phone. I know you keep saying that calling people on the phone is what brings in the business, but I didn’t believe it. I decided to prove you wrong. So, the next morning, I pulled out my ‘Dead File’—the file of prospects that I felt were never going to buy from me. One by one, I started calling them. I made about twenty calls. And wouldn’t you know it, I made two sales! I couldn’t believe it. Rats! Now I’m going to have to keep doing this. I hate you!”
Cracked me up.
Okay, so hate me all you want. But make those golden phone calls and bring in the gold.
“I send out my golden ships and bring in the gold!”
“The money is in the phone!”
That’s one of my favorite expressions. I’ve used the phone to sell millions of dollars of workshop enrollments over the past 25+ years.
I know. You really don’t want to call people. You want all the marketing you do to work and just have people sign up to buy without having to talk with you.
That will work for a few small sales. But for the big-ticket items, they want to talk with you. They need you to coach them through the buying process!
Because marketing isn’t selling.
Publishing books and e-books
You’ll definitely get some interest in your work from this – people will love your content and want more. But then, they may just wait for all the free stuff and never buy anything.
So you’ve got to make the Gold Calls.
If you skip this step, you’re not only going to leave most of your prospective clients unfulfilled and underserved, but you’ll leave buckets of cash behind!
That’s a lose-lose transaction.
People may want what you have, but they need to talk to you in order to see if what you have can truly help them, to see if you’ve ever helped someone in their situation, and to feel secure about making the investment of time and money in your services. They want to know that you want to help them personally. They want to feel you care about them.
Because I make my “Gold Calls”, I successfully fill my Financial Stress Reduction® teleclasses year after year – and I close nearly every single sale on the phone.
Sure, the marketing was effective, too – many of the people who enrolled have been reading The Wealthy Spirit, my newsletters, blogs, etc. for years, so they know me and my work and what I stand for and believe in.
But people actually enroll in the class after they have a conversation with me.
And guess what? I had to make the call.
If you don’t make the call, you’re leaving your prospect alone to make the decision of whether or not your service will help them. They are going to sit with all their objections – time, energy, money – and their fear of spending money on something that won’t work. They need you to point out the future benefits they will have after working with you that will far outweigh their objections. Who knows that better than you?
With fondest wishes for your most fabulous success,
If you don’t make the call, you’re leaving your prospect alone to make the decision of whether or not your service will help them.