How to Make Sales Everyday without Launching

You're listening to the PT Profit podcast, episode number 292. Today I'm breaking down how to make sales every day without launching. Are you ready? Let's get started.

Hi, I'm Beverly Simpson, former fitness manager turned online personal training business owner. And this podcast is where smart fitness professionals, including trainers and clinicians, discover how to increase client performance and movement, package and position their products and services and get out of their own way so that they can increase their revenue to live a life that they love without sleazy sales. Welcome to the PT Profit Podcast.

What's up, coach? Thank you so much for pushing play on another episode of the PT Profit Podcast. I'm your host, Beverly Simpson, and if this is the first time that you're hanging out with me today, welcome. I'm super pumped that you're here. I'm currently recording this as per usual on a Sunday morning at 7am Listen, I've been trying to get away from that habit, but I just, it suits me. I. And it makes sense. I usually plan my content out on Saturdays and so that I'm ready and gearing and ready to go for Sunday. And then, you know, it's Thanksgiving weekend, we have Cyber Monday, Black Friday, all these like really exciting shopping events that, that are surrounded by the ideas of the holidays. And it's just a really fun way to close out the. And while we're closing out the year, I am also in the process of setting up for 2024. And when I look back on 2023, you know, there's just a couple of things that I want to address and I'll probably do a different. I'll do a different episode on this. But the things that had set out to do in 2023 was to cross the million dollar mark. And we got halfway there. And I know that it's a little. I'm calling it preemptively because I do believe that anything is possible. And it's possible I could hit 500k in the month of December. It's totally possible. But is it plausible? No. And here's why. This is a huge can of worms, which we'll probably talk a little bit about in, in the next episode, some lessons that I've learned because I'm showing you some behind the scenes stuff on Wednesdays. So stay tuned for that because I'm talking about the truth about time. But the reason why I say that it's not plausible is just because I'm not set up for the. The infrastructure is not set up with a combination of leads that are required and the, the conversations that will need to be had in order to generate that type of impact. Honestly, let's just do the math right now. So if I needed to hit 500k, this would mean that I'm enrolling 50 accelerator program. The own, like let's just sit. Like, let's just work with one program. I'm going to be inviting 50 people into the accelerator program, which means that I roughly need to be doing about 167 calls in the month of December. And so if I divide that by four and that means that I need to do 41 calls a week, that is not plausible for me to do by myself. So me and a team could do 411 calls a week. That would be. So that would be two full time sales team people. Because let's just also remember that if I was enrolling 200 accelerators then, or 166 accelerators, that would mean that I also am fulfilling on it. Anything is possible. We just need to wrap your brain around the plausibility of can this really happen? So as a little bit of a sidetrack, I'll outline it more inside of Wednesday's episode, but I'm bringing it up because I want to say two things. Number one is that just because we didn't hit the goal doesn't mean that I'm sad. I'm not sad at all. I'm, I'm, I'm excited. I'm. I'm really amped for 2024. I have zero sadness. And the reason why is because showed up, the team showed up. We had a lot of things that had to like happen in, in order to be set up to scale. And some things went really well and some things really didn't. And I'm so grateful for those lessons. So did I show up like a million dollar business? In many ways, yes. In other ways, no. And part of that is what we're going to be talking about today, which is how to master sales every single day without launching. Okay. And so the one of the other things that I that happened to me this year, I can't speak for you, but this happened to me this year, which was this idea that I needed to get off the launching roller coaster. So in Last year, in 2022, I, I launched five times. I launched my program five times. And it was awesome in so many ways. But I was feeling the pressure of feast and famine cycle. And so when I felt that pressure of the feast and famine cycle, two things were happening. I was losing sight and track of all the people that were saying yes to themselves. 10 to 20 people were enrolling in PT profit formula every single time. And I was always disappointed. So that was the first thing. And, and if you were a student of that time, I hopefully you didn't feel that it wasn't disappointment that you were here. It was disappointment of like expectation not being met, which we're going to talk about on Wednesday. So that was number one. The second thing that was happening to me a lot was, was I was feeling that, that I kept making decisions in the if then continuum. As soon as I do this, then I'll do that. And it was putting me in this cycle of misery where I was just constantly doing work. I was constantly doing things that, a, serving my highest good and B, they were not what I wanted to do. And so they were leaking my personal power all over the place. And that is an issue. So instead I decided to set up an Evergreen sales system. And so Evergreen will show up in three ways. Okay, so Evergreen either means that people are going through their own automated personal launch, meaning they go opt in, they go through the training and they kind of feel like they're in their own mini launch. Okay, that's number one. Then number two, Evergreen is that something is for sale, anything, every single day. Like you could purchase it at any time, buy it at any time. Okay. The third way that Evergreen shows up, which is honestly the way that I do it, it's a hybrid sales system. So what does that mean? It means two things. You could either have a combination of launches and Evergreen buy presenting different offers. So some offers are launched and some offers are purchased every single day. You can also set up an Evergreen sales system where you launch, but you have rolling enrollment. So you launch and then you have the people have the option to continue to, to come into your world and invest in the program. And so that is the sales system that I, that I do and that I teach. Okay. And there's two main reason for this. Because number one, what we need to understand, there are pros and cons about launching. And the reason why one of the biggest, the biggest, biggest, biggest opportunities that launches can do for you inside of your business is demonstrate your expertise. So it's not that launching is bad. Launching is a beautiful opportunity for you to demonstrate, build momentum and demonstrate your expertise. But the pressure of launching and me recognizing and realizing that there were only five weeks out of the year where I was giving people the opportunity to say yes to themselves was preventing me from generating more revenue. Because if you look at the growth equation, growth equals visibility. So you cannot be the Internet's best kept secret. You cannot, you cannot expect to post three times a week and not run ads and not raise your prices and not do all the things that are going to generate more revenue and expect to make money. People get it into their, in their head that this is supposed to be like turn my computer into an ATM and then you're going to make a lot of money. And that's just straight up not how it works. You are going to need to use effort. You cannot build a dream body by, by, by working out once and then expecting that it's going, your body composition is going to shift. You can't build a body of resilience and strength and by working out once and, and, and yet we operate that way in our business. So it's not about not working hard, it's about working efficiently. It's about work. It's about maximizing your efforts in a focused way. That's what we're doing, but most people don't want to do. And at the same time your work ethic, you can't outwork the top 1%. It's one of those business contradictions, those paradoxes where it's both, it's about focused, efficient effort, not running yourself into the ground. And we're going to get into a series about business contradictions on Wednesday. So stay tuned. If we look at the growth value or the growth equation, visibility, right, so we've unpacked visibilities. Is that people, people think that they don't need to show up on social anymore, but that's just not one, that's not true. You, you, you can, you can let your ads do all the work for you because that's what they're doing. They are spreading out the visibility, which I personally don't recommend it. I think organic and I think paid advertising work synergistically together. So again you need to figure out how you can maximize your productivity in an efficiency. And part of that's going to be letting go of perfection, operating from 70% perfect, repurposing, restating and reusing pieces of content and ideas. Because repetition is the mother of all learning. So if you said something a year ago, said something three months ago, six months ago, go look at it, how can you improve it and say it again, that's going to save you time so that you can really focus your energy and effort to building out this pressure free sales system. If you're using paid ads, which is often what I teach this is how you're going to be able to grow your visibility fast. Then value. So we, I want to unpack value. And I know that we've talked about value a lot. I know, I know, I know. And it's just worth restating again because people miss this value. You do need to help people. So value really comes out, comes up in two core three ways. I'm going to say three ways here. Okay. Value is giving people wins. Like help them, Literally help them. And so what does this look like? Okay, so I'm going to break this up in a way that I've never broken this up before. This can be your contacts, the way that you present information. Okay. And what I want you to remember is that if you're selling information, then we need to take a look at your offers because we are no longer in an information age. Information is abundant and it's accessible for free. Whether it's in, whether it's YouTube, podcasts, whether it's Instagram, it doesn't matter. People can go and figure out the what and the what. They just can't. The magic and the monetization is going to happen in the implementation and the speed of implementation to get to the desired outcome. That's what we're doing. That's what we're selling, especially as a coach, health professional, service provider. And if you're thinking, oh, but I'm looking for passive income ideas and I'm trying to create passive income, that's cool. Remember that your do it yourself templates, the way that your program is lined out, it is still designed to speed up implementation. Because if they go to YouTube or they go go to Instagram or they go to whatever and they look at all you're going to and they look up workouts and try to miss, you know, hodgepodge it together, that's going to take time. So your periodized program will actually save them time and speed up implementation. You just have to think about it that way and then you have to articulate the value. You are direct. You are paid for your value that you can communicate that you say that you can do, that you can do it and that you can communicate. That is what you are paid for. So help people. Give them, tell them what to do. Okay, now again, one of those business contradictions, because you'll hear people say, give everything away for free, but then not don't, but if you over coach, you're going to get, you'll overwhelm them. And then if they think, okay, yeah, I got everything I need there that I'm good to go. So again, you are paid for the value that you can communicate. So give them a win, help them demonstrate. Because here's why this is important. Because when you do that, you deepen the sense of trust, but not in you as a person. Trust in, in, in, in. Deepen the sense of ladder, of believability, meaning they believe in you, they believe in your offer, they believe in themselves, and they believe they need it. Now, when you deepen that and pull them, you pull them in, you magnetize yourself, you give them the opportunity, opportunity to say yes to themselves, and that's it. So it's really important that once you help them, you also introduce the next problem of how you're going to need help implementing this. So listen, I. You could listen to this podcast. You can write every single thing I've done. And I've done this. Like, I, I've gone to YouTube University, I've learned some things. But it wasn't until I hired a coach, a mentor, someone who's already walked the path either with themselves or with their client, that showed me the way that could identify roadblocks or blind spots and remove roadblocks. That is the fast track. And for me personally, I need to be around a community of people that are in the trenches, that are doing it, that are taking action, that are, that are getting results, that are not getting results, that are sharing the things that they're doing. Because that is what raises my vibration. That's what raises my, my context, so that I can actually, actually achieve what it is that I'm wanting to achieve. That's how it gets me out of my context box so I can think bigger. So don't necessarily be afraid to share your insights, to share your education. And we like to create the gap, which means make a case for taking the next step with you. Whether it's in your program. Come to the dm, Double tap. Watch this video. You need to make a case for it in every piece of your con, in every piece of your content. This is conversion content at play. Whether the conversion is, come to my DM like this. Take this next action. This is influence. It's the, it's this mastering the art of selling without selling. And that is valuable. The other way that we increase value is think about the experience. Swift. Okay? Think about a concert. So what does that mean? Swift? Let's take Taylor Swift for a minute. She has broken the Internet. She will go down in history as the single most like, the single most influencer like Concert person of the world, okay? She literally has people breaking down the Internet, meaning they have to get in line to get in line to buy her tickets, which are thousands of dollars. And people are flying all over the world to see her life. The same music that you could listen to on YouTube or Spotify for free or iTunes, if you pay $15 a month or whatever, you could listen to Taylor Swift's music for free. And yet she's breaking the Internet. What's the difference? You have to look at that. Well, the difference is the experience, the event, being close to her, the community. People come together. There's so many different components that have elevated the experience of listening to the same music. Add value by swifting it up. And you know, an a presentation or a launch can sometimes do that. The other thing that we're doing when we're adding value is we are, we are shifting perspective. Remember, every single one of your people are in a problem and the problem that they're in is likely because of the misconceptions that they're operating from. So identify those misconceptions and shift them. That is valuable. Okay? So that's the value that we're adding. It's not just becoming an encyclopedia and giving all your best stuff away for free and just overwhelming and inundating people with a ton of to do lists. And then the volume, the sheer amount of volume. You want to be number one in your niche, you just need to be the most visible. The volume and asks and the volume and in showing up and so what happens a lot to people, especially me, it happened to me and to people in my world when we're setting up these evergreen sales systems, is that we spend so much time optimizing the funnel. Our landing pages, our thank you pages, our email, our. Our content, our. Our reels. And we spend so much time optimizing that one component that we often let the other free options that we have in place, like putting on like the social media, like posing on social, posing on the Internet. So, so we start to let those go by the wayside. And hey, I'm guilty of that too. It's not that it's bad, it's just that we need to get present to it because there's two things really at play, which is that we have to remember that those are free outlets like you can, you can show up, share, you know, have your own virtual stage and generate interest and prospects for free. When 20 years ago you had to go knock on doors 20 years ago you had to spend thousands of dollars On a TV commercial spot or magazine, a print magazine, to go on airplanes or whatever the case may be, you had to spend thousands of dollars to increase your visibility. Now you to show up and do a post. So the barrier of entry has decreased. This also means that there's more noise in the, in the space. So we have to layer in our own sophistication in our messaging so that we can subconsciously connect with our people. So volume, volume and volume of asks. It takes anywhere from eight to 14 touch points before someone makes a buying decision. Whether that buying decision is yes or no, not yet. And so what happens is that we bring people through a funnel but then we don't stay consistent in our nurturing process. So we, we end up losing the lead instead. When you really nail this, to set this up in this ecosystem of, of this ecosystem of content, which is where you have the opportunity to attract people, connect with people, then convert with them in a way that's pressure free and permission based so that it takes what it takes, until it takes, you're going to be good to go and you build this machine that you just keep increasing performance. So the question is well, and I know that we've been talking now for what, 20 minutes and I haven't gotten to the well, how do we make sales every day without launching? Okay, the reason I'm going to tell you, and I'm going to tell you how we do it in, in an organic ethical sales system and mastering the art of selling without selling. And I'm going to show you what I teach my, my, my clients, my formul clients. And I'm going to show you what I teach my accelerator clients. It's a macro and micro cycle of content. Just like you have a progressive overload programming for your clients who are trying to shift body composition, build strength. It's the same thing that we're doing in our marketing. It's progressive marketing essentially. But when you do it in a way that is strategic, you get back your time and you make sales every single day even without doing a huge drive for the promotion of a launch. So what that means is and one of the things so we have to look at and I kind of already talked about it, but it's worth restating. You have to look at some of the pros to launching. Launching builds momentum. People get into an energy of a launch and there is excitement around the event. It feels like a swifted experience. The other thing that launching does that is powerful is that it can demonstrate your expertise and position you as an Authority, especially in the way that you can communicate your stuff. That's true. How do you do that when you're not doing a launch, when you're doing an evergreen sales system? So this is where, number one, the hybrid model comes in. Where you could have, where you can do a presentation, a launch every month, every quarter. You could do a launch every quarter. Where you build up momentum to, to present and talk and demonstrate your expertise every quarter. And then you continue to layer in conversion content in a macro micro cycle that I, that I like to teach throughout, after the year or after the launch, so that you move people into a sales DM conversation. Maybe they weren't ready to say yes in those five days that the doors were open, but next week they might be ready. So when you set up conversion content to come on the heels of that, you get in the dm, can I, Can I, you know, or someone finds you in the middle of your launch because you get so. Because you're visibility, you're visible. They're like, oh, wait, I missed the window. I didn't. I wasn't following you then. Because remember your champagne clients are in a problem, in an urgent problem, and they want to solve it. Now. I'm not getting on the wait list for avocados. Your life, not getting on the wait list for avocados. You don't need to set up your business in the same way. So here's what we're doing. We're going to set up a macro cycle in the text of the year. So take the year, the goal, chunk it down by quarters, then by month, then by weeks and by days. And in the quarter, I would recommend at least one demonstration that will be public that you will have a drive to, that you will move people to. Hey, come to this free training. And where are you going to host that? You can host it live on Instagram, you can host it in your Facebook group. Like, there are multiple places that you could host this live training, okay? And then you break up, you break up the week. So if you know that you're going to do a drive for this swifted event free, okay? And then the best part, something I like to do, is that I don't even let people purchase. So I lower the barrier of making a buying decision by saying, hey, like, there's nothing to buy. You're going to get on a call. So, like, just, if you, if you want to move forward, you'll send me a dm, but there's nothing to buy. And then this will also give you the Permission to just share what's on your heart for you to just share and create the gap. So take the pressure off, take the pressure of getting it right off. So important for my high achievers. You're not here to be right, you're here to get results. So focus and double down on those results. And then once you do it, you press you, you do the presentation, you make a case for the next step, which is getting on a call or whatever the case may be. Then you set up your conversion content after the launch and, and you just consistently break it up into understanding what are the phases that you are focused on. So there are three phases of business that you need to focus on. People, prospects and purchases. That's what all businesses need. And there are going to be different conversion content types for each one of those phases, depending on where you are in your business. Now, most people are focused on the audience growth, especially when they're strapped for cash because they're operating from this misconception that they just have a bigger audience they'll be able to monetize. But that is broken because you cannot take likes and comments and shares to the bank otherwise. And, and if posting every single day was enough to, just to make that happen, then we'd all be flying around in a person, our private jets. And I probably don't have to tell you that that's not the case. So how do we prioritize our conversion content? Well, for me, if I were in the 0 to 10k range and we just need to get the next 10k, whether you're scaling or whether you are just starting out, then we need to prioritize the, the relationships and the network and the conversations that are already in our space. So I'm going to be conversion content that makes a case for a presentation of an offer in a really intimate way, whether it's going to be get on the phone with me, coming to the DMS with me, or whatever, so on and so forth. Okay, then if I am growing on scaling, I am going to be working on conversion content, then that is going to grow the audience, but that's because. And growing the people, but that's because now that I've got this sales system that I know works, I'm not strapped for cash. I can continue to keep, I can keep, I can continue to keep growing prospects. Then I'm going to go back to the top of the funnel and I'm going to work on the ways that my conversion content converts more people to come to my space who've never Heard of me before. Then once I have that dialed in, I'm also going to spend some time in the prospect phase. Now I'm slowing down my pace because I feel like a lot of people talk about sales conversions, a lot of people talk about audience growth. But with. We miss a very important factor in the middle, which is the prospect phase. This is the nurture component. Because social media and content really, in general, it has the power to do two things. Attract people who've never heard of you before and then nurture them until they say yes. And when you dial this in in a way where it's so gracefully communicated that people are empowered and they are begging you to open the doors to DM you back, when you do that, you will grow your business. Okay? And so this can feel and be confusing, which is why I like to break it up. Because sometimes nurturing your audience is. And nurturing the community means that we need to talk about level two problem awareness, the real problem that people are in, not necessarily the problem that people think that they're in. So it's a combination of both. So let me give you a tangible example, because sometimes when I talk about that with my formula clients and with accelerator clients, they get that glassy eye. Like, what are you talking about? If I come over here and I'm like, you got a headache? Let's solve this headache. And, and. And you're thinking in your mind, I need to figure out my. My headache, my headache, my headache. Okay, then there is a nurture then. And I'm writing content that's like three ways to solve dehydration. Oh, man. I don't. That's not for me because I'm. I'm not dehydrated. I just need Advil. Now let's say I'm, you know, so then the question becomes, well, then how do I nurture people who know that they're dehydrated, but they're just doing all the wrong things to. To fix dehydration. Now I'm just going to layer in the context of the problem. So it's going to be like, hey, if you've got a headache for the last three weeks and it's still not getting better, and you're drinking a guy, you know, and you're. And three weeks and it's still not getting better, and you're drinking liquid, but it's not water, you might be dehydrated and you're doing all the wrong things to fix it, it try this instead. Okay, so I'm going To layer in the context of the problem that they know that they're in and continue to nurture the people who are dehydrated. Now I will sometimes put out specific content. I'm going to nurture the people that are here. That is also a requirement. Because remember, just because they said not yet isn't a no forever. So nurture the people, give them, continue to give them wins, continue to give them ideas and continue to create a gap and expose the truth about what they're saying yes to. Because if, if not this, what's the alternative? Okay then we're all. So then we're also going to focus on the purchasers. So depending on where you are inside of your business is where and and inside of your mark marketing calendar that you've mapped out and planned because that's going to save you time instead of just oh I got a launch and then throwing the launch out like that in that, that is not going to help you systematize, that's not going to help your team and that's not going to help you scale. So when you do that and you dial that in, you'll be able to demonstrate your expertise even without launching. So now you could go, you could do like and I'll give you some tangible examples. So let's say you know you're gonna macro site. Let's say you got a macro cycle for you know, you're setting up for the year and so or for the new year and you're getting, you're like okay, but I know what's the holidays in a month. But you still got four weeks. So like maybe this week you can do like a hey, let's do like a hype week where you are gonna start building momentum for this three day live that you're gonna do in your on Instagram or in Facebook where you're like hey let me some drum up some momentum to just get people excited and take and remove all of the buying decision. Okay, so that's, that's number one. You could do that. Okay. And then execute Bill, you know, hey this is going to be so amazing, blah blah blah. And then execute and then once you execute then you move them into making a buying decision. And when they make a buying decision you're going to be good to go and then move them into the sales mechanism, the sales experience so that they can make a buying decision. Then you're going to be so golden, so good to go. And you could set this up every month, you could set this up in a quarter and Then remember that that free experience is your opportunity to, to build momentum for a launch. Or this is your opportunity to, to build, to demonstrate your expertise, build momentum, community, get people excited and you'll crush. Now if you need help with this and you need help putting together your own macro and micro cycle of content, oh, and then, and then that becomes your macro. Like you know, your North Star is like once a week, your big long for form content, where your opportunity to go deep so that people can really get the experience of what it's like to work with you. And then you can have your micro cycle. This is your short form content, your opportunity to go why? Your short form content, your opportunity to go wide, reach new people, test out new options. That is what your micro cycle can do. And when you plan it out at least week to week in the context of the goal of what it is that you're trying to do and you're measuring metrics that matter so that you can incent, so that you recognize and realize that you're just getting 1% better every single week, you're going to be good to go. If you need help setting up your macro and microcycle of content, please reach out to me in the DMS at BSimson Fitness. I'd be happy to answer any questions. I love to hear from you. Great job here and I'll catch you on the next podcast.

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