How to Sell Better

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Hi, docs. Welcome to the Entre MD Podcast where it's all about helping amazing physicians. Just like you, embrace entrepreneurship so you can have the freedom to live life and practice medicine on your terms. I'm your host, Dr. Una.

Well, hello. Hello, my friend. Welcome back to another episode of the Entre MD podcast. I, I mean, you're going to really, really love this episode. My kids, my oldest is 15 at the time of this recording. And the ones we call the babies, the younger two are nine and eight. Okay. So they decided that they wanted to make some money. They were going to do lemonade, right? And these are the younger two, they're gonna do lemonade. So they got their auntie to take them to the store, they bought the stuff, they made the lemonade. And so they said, we're gonna go out today and go sell the lemonade. And so my older daughter, the 15 year old, took them to the, the entrance to our subdivision, if you will. They walked us about a eight minute walk. And so they walked down there and in less than an hour they were back with an empty cooler and $58. And I was like, now, isn't that fascinating? Now I find it particularly fascinating because when I was their age, I would not be selling anything, right? You guys have heard me say it many times, really? Socially awkward, introverted, introvert. And yeah, I would not be doing that. So I was really blown away. And this was their initiative, and I didn't have anything to do with the process. And I sat him down. And so I asked My daughter, the 15 year old, I said, so what, what lessons did you learn from this lemonade experiment? Experience, if you will. And she started talking to me about it. And I said, you know what? This is the same exact thing we need to be doing as entrepreneurs. We just need to add a few zeros right behind it, right? So whether that's they did $58 for you, it could be $5,800, or it could be 58,000, or it could be 580,000 or 5.8 million. I just think about it that way. Just add the zeros. But the concepts were really powerful, and the concepts were the same. Are the same. Okay, all right, so let me share the lessons that they got from, from this. And we're going to apply them to our businesses. And what it's going to do is it's going to help us sell better. Okay? And why this is so important is that the number one reason businesses go out of business is cash flow, right? And to be able to generate cash flow, one of the things you need to be able to, to do is to generate sales. In order to get people to say yes to buying from you, you need to sell. You see what I mean? Like, it's just this master skill. And if you're listening to this and you're like, I don't like selling, it really comes from a place of the wrong information being given to us. Because selling is not something sleazy. Selling is not manipulation. Selling is not you trying to take anything from anybody. Selling is you showing up and offering somebody who has a problem a solution. Right? And that really is what it is. And if you think about it in your own life right now, you have problems you would gladly pay for someone to make go away. It's just that you don't know who the person is. You can't find the person, right? And if so someone came to sell to you, you would actually be grateful. So for your ideal client, they're very grateful when you sell. Imagine showing up with that energy, like I'm showing up for one, one person who's going to be so grateful when they find me and when I ask them to work, right? Okay, so let's get into it. So they gave me three things. So number one, Number one is don't be discouraged. And if you are here and you're like, you've been selling for a while, you do know that it can be discouraging if you let it, right? Don't be discouraged. So I want you to think about this. They're, they're standing at the entrance to the subdivision. There are a lot of people who would just straight face, look, look away. Like, we're not looking at the cute kids because we're not buying anything from them, right? I'm making that up. They could have been on a business call. And so they, they have those people and so they're waving them down, they're doing all the things and the people are not stopping. And my 9 year old will go like, well, that's okay, somebody else will buy, right? And some other people pass and like, oh my goodness, cute kids. And they're waving at them and all that stuff. And they'll drive past. She's like, yeah, that's okay, somebody else will buy. And then eventually people stop and all of those kind of things. But really they went from quote unquote, rejection after rejection after rejection without losing enthusiasm, right? Like, imagine if we could have that as adults who are entrepreneurs, right? Which means, say you're an online coach and you do launches. You did a launch in day one, you didn't have any takers. Day two, you had one taker. Meanwhile, you're, you're planning to have 25 people in this program. Day three, get one more, one more taker and stuff like that. Like, can you go day to day and go through the entire season of your launch without losing your enthusiasm, without use, without, with you just going like next? If they didn't buy, that means they're not one of the 25. And I'm just going to keep going, right? Because that's what they did the entire time. And they came back with an empty cooler and $58, right? And so you may be in private practice and you're reaching out to referral sources and it seems like nobody's sending you patients. Can you keep going from one after the other after the other, follow up, do the things until you build that relationship and a relationship and it clicks on one person's like, I'm going to get you busy, right? Are you going to be able to go and go and go until. Right. Because there will be so many opportunities for you to be discouraged. No matter what stage of business you are. And even as you try to do bigger things, there's going to be more opportunities to be discouraged. The things circumstances are going to change is going to give you opportunities to be discouraged. Think about it. A pandemic, a recession, hyperinflation the great resignation, like, these are all things that will make you go like, man, okay, so as you sell, you want to go from no to no without losing your enthusiasm. And first, for children, especially my nine year old, that comes very naturally. She was kind of born, born like that. But if you're like me and it doesn't, it's a thing of practice, right? It's like, I do, I make the offer and I get a no. I can feel bad, but I will still take the discipline, right? Discipline means doing what you. You're meant to do whether you feel like it or not, when you're supposed to do, whether you feel like it or not. It's me taking that discipline and then doing it again. Sitting the discomfort of it and doing it again and just not letting it stop me. Understand that every no brings me closer to yes. Every no brings me closer to a yes. If I need to lean on my community, like, hey, I'm in the middle of a is going on. I can do that, right? I'm private practice. Like, man, I thought by now my panel will be full. But can in, in spite of that, can you keep going? Can you keep reaching out? Can you still reach out to referral sources like, send me patients. Can you still reach out to, like, current patients who are overdue, like, hey, come make an appointment. Like, can you do that without letting discouragement stop you? Okay, so that was the first lesson, and I think, I think it's, it's powerful. So her line was, that's okay, somebody else will buy my stuff. That's okay, somebody else will buy my stuff. That's okay, somebody else will buy my stuff. Imagine if we had that attitude. Okay, all right. The second one came from my older daughter. She said as they started selling, they were selling these things for $5. And they decided then, if it seems like people weren't buying, then they want to sell it for $2. And she's like. And I told them, like, you have to know what your stuff is worth. And the fact that somebody won't pay that much doesn't mean it's not worth that much. So you stick to your price because, you know, that's what it's worth and the right people will come and buy it. And I was like, golly, right? And so as I thought about it, I was like, that's the same thing for us, right? Especially maybe not so much. So if you're in a fee for service type of practice. But if you're in a DPC practice or, or your Concierge, or you are a coach or a consultant or speaker, or you host events and all of those kind of things, there will be people who will tell you no based on the price. And sometimes the temptation would be to think, if I keep lowering my price, if I lower my price, more people will say yes, right? And when people do that, they find out that's not the case at all. And so what is it worth? You have two, two choices. So let's say we have this thing. We're adding zeros, right? So let's say we have this thing and it is worth $5,000 or it is worth $25,000 and people are. Somebody says to you, well, I can't afford that. If it was cheaper, I would do it. You have two choices in that moment. You can choose to lower the price, which is easier, but a lot of times will not give you the result you're looking for, or you can upgrade your ability to sell at that level. Do you see what I mean? Like, you could. So, so those are your, your options there. But reducing the price is not the answer. So I, I would see people who, let me say they are coach, for instance, and they have something that's price. I'm making up numbers here. Price at $10,000 or so. And when they make a few offers and it doesn't work, sometimes the solution is, well, I'm going to drop it to 7,000, 8,000. So all these people can. Even worse is I'm going to create this 49 thing so that everybody can get it. But you see the $49 thing, you're going to have to sell it almost as hard as you're going to have to sell the $10,000 thing, right? Because you're going to need to get the volume to get up there. And so if you have something and it is high value and you know it is worth whatever it's worth, then you want to upgrade your ability to sell as opposed to constantly discounting. So that's number two. So don't undercharge to make a sale. Okay? So they stuck to their guns, they stuck to their $5, and they sold all of them. Okay, all right, so that's number two. Number three. Number three. So again, my nine year old, she said, well, you have to go to where most of the people are. And I was like, seeing the subdivision, that makes a lot of sense, but it makes a lot of sense in the business world too. So we live, like I said, probably eight minutes from the entrance of the subdivision. And we're in this little cul de sac style place. And of course, I mean, their house is there, but there are not many cars are going to be driving through there. And so rather than stay where they were, they went in a hot Atlanta afternoon and walked eight minutes with their cooler, the lemonade in their cooler, and went to create a stand right by the entrance of the subdivision, which means everybody coming in and everybody going out had to go through them. So they positioned themselves where most of their clients would be. And so think about your own business, right? And sometimes you can think, I don't know where these people are, but you just have to realize, okay, but I have to find them though, right? I have to find. I have to find where they are. And so think about it in those terms. Where is the highest concentration of your people? Where are my people gathered? Where are my people gathering, right? I want to go there and position myself rather than staying in the comfort of my home. So I want you to even, I want to take this a little further. I want you to think about where my home was for you. That could look like your website, that could look like your social media, could look like your podcast, your YouTube channel, your Facebook group, your private practice. So you have brick and mortar. Like that is your home base. All of those things are your home base. But if you're going to find a lot of people to sell to, you have to go to the entrance of the subdivision. And that could look like, if you are a pediatrician, an OB GYN's office, a lot of your patients are there, right? They are in, they go to. They're in daycares, right? Because they take their kids to daycares and they have events there. They're in moms conferences, right? Because that, moms gather to do all those things. If you are somebody who serves physicians well, they're physician conferences, they're physician feedback Facebook groups. There are physician mixers, there are physician. The blogs that physicians read and the podcasts that they listen to and the YouTube channels that they're subscribed to. This is you going out, going away from your quote unquote home to the entrance of the subdivision, where you have the greatest concentration of your clients, right? So you want to think about it and you want to make sure that you always go there. So standing in front of your home and selling lemonade, well, maybe you're going to get the neighbors, right? So maybe three or four houses to buy, but nobody else is coming through, right? So if you really want to have a growing business and you Want your selling to work even better, your conversion numbers to be better. You want to go position yourself where your people are. Okay, all right, so let's, let's take a look at what we're getting from this because I really want you to apply it. And this is what I'll ask you to do too. If the concept makes sense and you're like, man, I mean, when you use these 50, this 15 year old and 9 year old, 8 year old to explain, it makes so much sense. I want you to send me a dm. I want you to send me a DM on Instagram, rnachukwu or on Facebook and just say, hey, let the kids know that I got it, that that was so good, and I'll show it to them. Okay? All right, so what I want you to do is stop and think about this, okay? Have I been getting discouraged? And you're going like, okay, I've been getting discouraged. What if I had the attitude of, oh, they said, no, somebody else will buy my stuff? Oh, they said, no, somebody else will buy my stuff. Oh, she said, no, somebody else will buy my stuff. Like, I want you to kind of. Maybe that's your own mantra, right? That maybe that's what you say. Maybe that's what you decide from now on, right? Maybe you've been undercharging. Like you've been trying to cut your prices and cut your prices. And I mean, like, you can see that it's a road leading nowhere and it's affecting your profits and it's affecting the stability of your business. Okay, are you running away from the entrance of the subdivision? Right? Like, are you running away from where your clients are gathered, knowing that that's where you're. That that's where you need to be, Right? Like, if you want to have the numbers you want to have, that's where you need to be. So where are they? So I can go there and I can quote, unquote, sell my own lemonade, okay? These things are so simple. And see, what they did is they made their lemonade, they went out there in less than an hour. They were, they were sold out and they had $58. Okay? And so what that means is for us, in the same way we add a few zeros, what could we do if we observe the same principles? These principles are universal. They really are. It will work for them. The eliminate stand, it will work for you. You're a multiple seven figure business. Okay? All right. So I am looking forward to us really getting comfortable selling, really going from no to no. Not letting the no mean anything without losing our enthusiasm, charging what are worth and really getting comfortable being out there by the entrance of the subdivision. Right. That would be just so good because I think my. My daughter, after that, she said, oh, oh, oh, I have one more. And I'm like, what is it? She was like, have fun. Have fun. Like, when I started my business, it was a lot of fun. I enjoyed what I was doing. I made it complicated, I started not liking it, and now it's fun again. Right. And so I want you to have fun. I want you to enjoy being an entrepreneur. Is it hard work? Yes. Is it challenging? Yes. But can you enjoy it? Absolutely. And I want you to enjoy it, too. Okay. So remember what I said. Send a dm. If this was helpful to you, I would show it to them and let them know that these adults are, like, so grateful that I could share their story. Okay. And share this with the doctor too. And I will see you on the next episode of the EntreMD podcast. Hey, if you love listening to the.

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