Make MORE Sales by Understanding These 4 Buyer Types with Jillian Murphy

I give my audience an identity. I call them action takers. I'm like people who are ready to make the next move. You don't have to ask permission for anybody. You know what you want. So I'm using this type of language in my content all the time. Oh, sort of audience action takers. People don't ask their partner for permission. People that know what they want and they're ready to move. Because what I want to do is give them the identity of where they want to go, but I'm also giving the identity of who I want them to be in order to make an investment.

That's good.

That is so good.

Damn. All right, let's go.

Jillian, welcome to the podcast.

My gosh, thank you so much for having me. I'm so excited to be here. So excited to be in your home studio and to be pouring into both of your guys community today.

This is so much fun because you are not only on the earn your happy podcast, but we are also doing a shared episode on the Chris Harder show with my husband as well.

Really actually super excited because Jillian is one of the absolute top people that I know out there when it comes to not just sales, but communicating in a way that gets you what you want. And that's really what sales is. Right. How do you communicate in a way that a person can receive it and take an action that you want them to take? And nobody teaches that better, especially like closing in the DMs and how to even start the conversation. And I don't know what to say. So do you have a template for me? Nobody does that better than our really good friend Jillian. So, Jillian, we're going to crush it today. We're going to talk about everything. People are going to be sales ninjas by the end of this thing. I'm obsessed, but I want to start here. I want the most basic definition from you on how you define sales and why it's important.

Yeah, I think this is such a great question. Thank you for Tina podcast up that way. Sales truly, to me, is the foundation of your business. If you don't understand sales, you don't understand what to do. You're not comfortable with it. You feel salesy, you feel sleazy, you feel icky. Everything else that you're doing is literally not going to matter. You can build the best funnel, have the best opt in, create the best mastermind, the best retreat, but if you cannot get people to pull out their credit cards and pay in full, it always comes to a stop.

Yeah, I agree. I Feel like sales this year has been tougher.

Yeah.

All of our friends, all of our peers, people who are way ahead of us, people who are behind us, everybody's reporting the same thing. Like, wait a minute, it feels like it's tougher to sell right now. What are you seeing and why is that?

Yeah, so it's a really great question. So I think one of the biggest things right now with people saying it's an uncertain market is you first have to ask yourself like, what are you listening to? Who are you surrounding yourself with? Because you can go on Instagram or you can go on LinkedIn or you can go on TikTok and you can see that people are still buying. So, so number one, like change your mindset and say like, I'm not going to be in this tough water during an uncertain market. So I wake up every single day and I like joke that I think that every single person that follows me is like Oprah and they have Oprah money and they're like ready to frickin buy. So just like change your energy every day around it. I think that's the biggest thing. And then you have to sell differently in an uncertain market. Right. People aren't just buying because they have extra cash laying around. They're buying because they really need solutions. So you have to be so, so clear and so concise of exactly what you're doing. Then they know that you're the solution to the problem. But like content that's a little bit more woo or doesn't really make sense or it's a little more airy and fluffy, people aren't making sales in those positions right now.

I don't want to sleep on what you just said. People aren't buying because they have extra cash sitting around. People are buying because they need a solution to a problem they have. So even when there's not cash sit they're going to find the cash. If you could actually do a good job of selling.

Yeah, absolutely. And that's, I think the biggest thing that people don't realize is people will find resources. Right. You go to the mall in Scottsdale right now, you guys have friends right here around. Like everyone is still has the funds, they're just choosing what to allocate it to. So you have to be the person that's showing up and being like, I absolutely help you sell. You know, I'm super fortunate. I have not really felt an uncertain market right now. And it's because I solve a problem that the market is having. So you also need to Shift your message to what's happening in the market. So a lot of my messaging is like, if you're having a hard time selling in a down market, if people aren't buying as normal as they once were, so you can't use the same content and the same messaging that you always use in a different market.

I love this because today we are going to break down all of the expectations around selling as far as what people think it is and how much it takes for people to convert. I think that's a huge one and just how much trust that you have to build and what that looks like. So I'm so incredibly excited for this conversation today because I think most of what is even holding people back is they have a really false expectation around sales and that it's going to be easier. People should just know what they're talking about or that they think they're being clear. And it's insane how much Chris and I have to put into sales training all the time. And when we listen to you, we learn something new every single time. Because you really have an art to being in these conversations as much as you do. You learn so much because you really are in these conversations every day. Every day, hundreds of conversations, sometimes thousands. If we're talking about the people that you help, if you're really looking at how many conversations you're having and you guys, this becomes a technique that you can absolutely do. Like, I was not a born salesperson at all. And through network marketing and just different things that I learned, I really learned how to become amazing at it. So I believe anybody listening, if you're like, I'm nervous, I don't know if I can do this. Like, I, I feel like you are proof in the way that you speak, in the people that you have helped and taught. You are proof that anyone can do this and completely change their life through sales. And I think it's probably the most important thing that we can learn because you can insert anything if you know how to do this.

Yeah, it's so true. And I think too, like most people, when I think about sales, they're like, oh, I want a script or I want a framework or I have a template. Like, I have a client right now. I'm working with a one on one client and she just keeps asking for scripts.

She's.

She keeps asking for templates. And I'm like, this is the thing. You don't sell the same way as my extroverted Evan sells. You don't sell the same way as I do. So when I work with people, especially one on one, it's like, what is their zone of genius? If they're really good speaking, we try to get them on podcast to get their message across. If they're terrible speakers, it's like, I never want them on a podcast. Go write an email, go write a blog. So you have to really look at each client that you're working with and their strong suit and be like, what's good? I don't want every one of my clients doing face to camera reels. Not everybody's good speaking. They're not clear and concise. So it's like, what can we do with each one specifically? That also fits their personality type.

Yeah, that's good. So how would you define sales for everybody listening?

Yeah, I would define sales as one is the oxygen of your business. It's truly the foundation of everything that you do and it is what generates cash into your business. Like if you right now listening to this podcast and you are struggling with sales, challenge, with sales, not making sales, it's because you haven't mastered the art of doing it. And I always say too like, if you want to get into a mastermind or you want to get into a retreat or you want to get into your guys collective like whatever that is and you don't have the funds. Sales is the number one thing you need to learn because sales creates income in your bank account. That's like the best thing. Like every single time I make an investment, I'm like, I can make that back, I can go create money, I can go create cash out of thin air because I'm good at sales.

There's not a single business on earth that exists without sales being important to it. But if you asked, I'm just going to guess, went up the street, 10 people, I bet seven, maybe eight would say they get the ick from sales. So explain that juxtaposition. Everybody knows you need it to have any business in the world. Hell, I wouldn't own a single thing in the world unless somebody sold it to me. Yet 8 out of 10 people are going to be like, oh, I get the ick from it.

Yeah. So I think it's such a great question because so many people have to go back to like their roots of like why they have a bad feeling with, with sales. Right? So maybe they went into a grocery store as a child and they wanted a piece of Gandhi or a piece of gum and their mom was like, hey, we can't afford that. So they already aren't in like an abundance mindset, or they've grown up, like, needing more and not having more. So it's usually rooted somewhere different. Or they've been sold in a way that doesn't feel good to them, and they think that's how they have to sell. So maybe they were in a luxury shoe store or they were in a car dealership or whatever it was, and they were like, ooh, sales doesn't feel good. It just didn't feel good for how that person delivered it.

Totally.

I've got to ask, do you have a story growing up or anything that had an imprint on you where you're like, oh, that was a really icky feeling with sales.

Yeah. So it's funny. I don't have an icky feeling of sales, but I always tell this story. I'm from Detroit, and we went to this Eastern market every single Saturday. And there's all these booths out front, and there's all these vendors, thousands of vendors. And I'm walking by, and I don't even like cinnamon rolls. Like, I'm not a fan of cinnamon rolls. And this guy was like, I have a world's best cinnamon rolls. You have to come over here, and. And he sold me on these cinnamon rolls. The cinnamon roll was $14. I literally bought it. And I was just remembered that, like, when you are so excited about your product and you were so obsessed with it, other people feel that energy. I bought something I didn't really want. I bought something I didn't really need, but I bought it because he was so bought in on it. And the other thing is, a lot of people love to be sold to. I love to be sold to. If I'm walking into a car dealership or I'm walking into the mall or I'm walking into boutique, I want someone to sell me.

Me too.

I love it.

I love the experience.

I love it.

When you come across a master at their craft, I have fun with that. I like being pulled into their process and kind of dissecting it as we go through it, you know? I mean.

Yeah.

Plus, I would pay $100 for a cinnamon roll.

Oh, my God. When somebody's got the right flow and they give you space and they're there to help you with all of the details and all of your questions, it makes it a really fun, beautiful, and helpful experience. It's such a dance. But when somebody just nails that, it's like you want to go back to them for the rest of that purchasing, you know, history. Whatever you're going to do, I Feel like we experience this all the time with car people because you're a big car person. And I'll always just be like, no, we literally, like, we can't work with this person. Like, I need somebody who's going to give us a little space. Like, you have to really feel that out. Like, how long did that take for you to do that dance back and forth?

Yeah. So my corporate career, I worked in a male dominated industry. I worked for a food service distribution company. And I was the only female hired in our organization since 1963.

Wow.

So when I came into the organization, I was not one of them. I didn't look like them, I didn't act like them, I didn't feel like them. And I started to get in cars with all these veteran salesmen.

Oh, wow.

And I was like, I hate the way they're selling. They're so pushy. They're not asking any questions. They're like, buy my stuff, this is on sale. And I'm like, why is nobody, like, talking to these business owners? Why is nobody asking them what they want? So I really started to change the way in which I sold. And I skyrocketed to the top of our organization to the point that when I left our organization four years ago, four and a half years ago, you know, I was the top sales trainer. I was doing all the sales trainings. I was leading a team of 217 men because they needed to be trained differently. Because it really is about what the client needs. You know, people ask me all the time, how quickly can you guarantee me sales results? I can never guarantee you sales results because people buy when they're ready. They don't buy when you have a launch. They don't buy when you have something on sale. They buy when they're ready. So you have to be patient with people. So I have a question. Do you guys buy differently or do you guys buy the same?

Ooh, this is a great question. Okay. I buy emotionally. I'm an emotional buyer.

Same.

I buy for the dopamine hits. I buy because it gives me a feeling or an experience of like, reward or thrill. I don't really need much, but when I buy, it's because I'm looking for that experience.

Yeah, I'm definitely an emotional buyer. Like I. Either I'm, I'm in or I'm out. And like, there's no amount. There's really not a big amount of convincing. I'll sit back and listen to what they have to say, gather my own data and decide it's very rare that I'll need, like, a call or anything like that.

It's.

I. I definitely am someone who can go gather the data.

Yeah.

What are you?

I'm a dominant buyer, 100%. I've never gotten on a sales call with somebody to buy a program or a mentorship or even anything. I mean, even Chris. I've invested, you know, for the last four years with you, and it's like, I've never had to, like, read a sales page. I've never had to do it because what I know is, like, what I'm searching for, the content speaks to the problem that I have. And then I'm like, okay, he's the person. And I also ask myself, do I genuinely like this person before I invest in them? That is a, like, massive question that I ask myself. Like, could we be friends in real life? Could we go to brunch? Could we be stuck in a kayak together? We're going to kayak, Chris.

Yeah.

So if those things couldn't work, then, like, it doesn't matter how good of a coach they are. We're just, like, not energetically aligned.

What kind of buyers are there out there?

Like, yeah, categorizes for me. Tell me. Yeah, so there's actually four main type of buyers. Number one is analytical. I call it, like, analytical Anna Analytics.

Is this Nick? Yeah.

Yeah, this might be nick. This is 100% nick. It's usually the engineers, the doctors, the data drivers, the tech people, Virgos. I'm a Virgo too, which is funny. But all of those type of people, they want all the details. You can't give them enough. They're going to need more time to think about it. They're going to need time to research it. They're going to go and do all this thinking. Like, that is them. And the best thing you can do with an analytical ana is actually give them more space. Because what we think is like, okay, do you have any more questions? Do you need anything? But they're trying to process it, and they're never going to be people that buy on the spot. So the best thing you can do is, like, give them their space. Great line you guys can take from this podcast is if somebody says, like, hey, I think I need a week to think about this. You should be like, perfect. I love that you want to think about this. I'm actually going to give you about 10 days, few extra days inside of there, and I'll check back with you in 10 days. Because then their sales resistance is, like, totally Down.

So we should call it analytical, because these are the people that are so anal about all the details. Get in their own way.

Yeah. So that's a main buyer. And people think they're actually really hard to sell to. They just want information. Right. But if you're a dominant seller, like, I'm a dominant seller. These people can be frustrating because they have a lot of questions, and you're like, let's just freaking go. Right? So, yeah, that's why even, like, we can talk about it later. Like, why I sell in the DMs versus calls. Because your personality type really needs to match. So then there's like, driver Diane Dominant Dryann. She is someone who is usually a little egotistical. She knows what she wants. She wants to run the sales call. This is he. Or she's. They want to run the sales call. They know what they want. They're driven, and they're just like, hey, take me to what I want.

I might be a dad. Yeah.

I literally just. I recently just bought some furniture, and the same thing. I walked in, the guy was like, hey, can I help you? I'm like, I'm looking for a big, comfy couch.

Oh, God.

That I can take a nap in that. It's cream. Please walk me over to it. He literally walked me over to it. He's like, do you want an ottoman? I'm like, yes, an ottoman. He's like, this is the easiest sale I've made all month. I'm like, because you literally listened to what I want, took me exactly to it, and I purchased on the spot.

Wait, wait, wait. This is you, babe. What'd you call this one?

Dominant driver.

Okay, this is me. Sometimes it gets to a point where I'm a little bit embarrassed. Let's say we're house shopping. L'. Oreal, you know, they set these appointments. It takes forever. Loreal, walk in the front door.

Like, no, no, I'll set.

Yep, I'm good. And the realtor's like, well, don't you at least want to see it? Like, I said that. She's like, nope. Yes, I know. Or we'll walk into a store, wasting time.

Wasting time.

And she'll walk in, and they're like, oh, nice to meet you. You know, they do the song and dance and. And Lori's like, oh, nice to meet you. Okay. Nope, I'm good. And I'm like, babe, you can't just say, nice to meet you, I'm good, and turn around and walk out. But she does.

I'm being Nice. But I'm also like, we've got one day.

I'm the same way to decorate a home. Yes. And we're not gonna be besties, so, like, get it. I was the same way. When I was purchasing my house, my mom would go with me, and I'd, like, walk in the front door, and I'd be like, I'm good. She's like, jillian, that's so rude. See the rest of the house. I'm like, I don't want to see the house. I don't want it. I don't like it. I like the front. Let's wrap this up and go to the next.

Like, you're saving them time to. They're about to.

Technically, you are.

Yeah.

Experience. We don't want that to be like, yeah, not for me.

You actually are being kind by being that decisive.

I agree. I agree. Okay.

I love this kind of.

Yeah. So expressive. Emily. Emily is all over the place. She, like, is a person that will usually, like, ask you for the link or say, I'm all in, and then she literally ghosts you. Like, you cannot find her. You guys probably have this person right now in your DMs or in your sales calls, and. And you're like, what is going on? She's so unsure of herself, so she's very unsure of her decisions. So if you have people in your audience right now that are, like, ghosting you or they're not making decisions, I would get really clear on your content and quit calling them things that make them feel more unorganized. So quit using the words like overwhelmed, exhausted, anxious, chaotic, because you know what you're doing. You're calling in anxious, chaotic, overwhelmed people, and those type of people aren't making decisions. Quick.

That's so good. I've actually never thought of that. Okay, so I want to walk down that rabbit hole a second, because we hear a lot to use the language that your audience is using.

Yeah.

And so is that backfiring there?

Yeah.

Right. But is that, like, you're trying to switch your audience out? Then if you're like, okay, I don't want this type of customer anymore, even if my audience is telling me that.

Yeah. So, like, for an example, I give my audience an identity. I call them, like, action takers and, like, people who are ready to make the next move. You don't have to ask permission for anybody. You know what you want. So I'm using this type of language in my content all the time.

Oh, so I'm an audience.

Action takers. People don't ask their partner for permission. People that know what they want and they're ready to move. So I'm like saying this all the time. What I'm never saying is, like, if you're struggling to make sales, if you're overwhelmed in an uncertain market. Because what I want to do is give them the identity of where they want to go, but I'm also giving the identity of who I want them to be in order to make an investment.

That's good.

That is so good.

Damn. All right, let's go. So, so far, we have anal lytical Anna and we have decisive, dominant Lori.

Even though it's Diane, I'm gonna start saying Lori. On my webinar, we had expressive Emily and amicable Amber. And amicable Amber. She is just the person that just wants to be your friend. She is probably never going to buy. She's just hanging out. But the thing about them that's so good is they will be your super fans. And you need to collect people. I say, like, in business, you need to have clients, collaborators, and cheerleaders. And Amber are going to be your cheerleader. So collect them, be their friends. Get to know them. They might never buy from you, but they're going to be like, you're raving huge advocates. Huge advocates. I was just on a podcast recently with Prima Patel. She spoke last year at Powerhouse Women, and she was like, I've never been in your program. I've never joined any of your programs, but I could literally sell it word for word. And I'm obsessed with you. So I don't need her to make a couple of thousand dollars investment. I mean, be great if she did, but I don't need her to. I need her to tell everybody else.

Yes.

Follow Jillian Murphy. Go over to Jillian Murphy. Listen to her podcast. Because she is a Amber who's just a super fan job.

Weird question. Should you hook someone like that up? Like, hey, here's the program for free, or here I want. I want you in it because they're such an advocate. Or is that just a bad move?

I think you can. I think if it's a good fit, then I would. I also think it's like a case by case basis. I'm really not big on like, trades. I'm also not really big on like bartering services between entrepreneurs. And I'm really not big on like giving people things for free. But I do see where that could work in that place.

Yeah, good advice.

So social media has changed so much in the past year. What is a good Strategy for selling right now.

Yeah. So love this question when it comes to selling on social media. So number one is, I think for a long time, like B rolls were such a trend, right? They were such a trend. Everybody was doing them. But you really stick into what I call like the sea of sameness. Like if you're a gut health practitioner and we all see you making your morning smoothie, it's like, yeah, so does every other gut health coach in the market. Right. If you're a fitness coach and you're showing us your squats, it's like, yes, so does everybody else. And you have the same text on screen. So I think the number one thing right now that you need to be doing, especially, especially in an uncertain market, is grabbing your phone, turning it around and doing face to camera content. Face to camera content is going to make you look like an expert, it's going to make you seen, it's going to create authority and it's also going to stop the scroll. People are also going to decide very quickly from a face to camera reel if you're for them or not. Right. People are like, oh, I like her energy or I don't. She's a little direct, she's a little funny. People are going to really connect with you in a face to camera video that they're not going to connect with you with on a B roll.

You just did a call because you're one of our incredible coaches.

Thank you.

Mentor, collective, mastermind. You just did a call on this. And I was sitting. I rocked the call, Rocked the freaking call. And I was sitting there listening to that. Particularly because I'm working a lot on my content right now, our content together as well. And I know that I need to be doing face to camera stuff. So it was so much confirmation of. That's right. That is why I follow a lot of people is I want to hear their thoughts, I want what they're thinking, I want to know how they talk, I want to hear how their relationship is, you know, with the people in their life, with their partner. Like, I want to actually contextually hear how they are in life.

Yeah.

And then something else that you know, there's some people that I follow who I love face to camera and I know you know this, but for the listener, like creating a visual hook with every conversation. There's a girl that I follow who I'm obsessed with and she. But of course, I don't know her handle right now. Off the bat, I'll put it in show notes, but she constantly has an iced coffee in her hand or is stirring it or putting a straw into it or opening a can of something with. Every, every time that camera turns on, she has a drink in her hand and she's swirling the ice cubes and you can hear her.

So is it like a trigger so you know it's her and you stop?

It's literally a trigger for what's about to come. But it's also, it's that sound hook. It's that visual hook. So if you're gonna do face to camera, it's so good to have some sort of visual hook. Or there's another one for women. Like, there's a girl, it's the same girl. She also butt to camera.

That's not every time.

Everyone whale chill out. That works great. I mean, you'll, you'll never be able to sell the men who are watching.

The people 90 fiance all day long inbox.

Exactly. But she's always putting like bronzer with a brush on her arm. Like, and I sit and I watch this stupid bronzer go on every time and listen to what she has to say because of her visual hook.

Yeah. My video content creator, Evan, who's actually here with us today, we actually just did a reel on this and it was like, put on a pair of sunglasses, put on a watch, put on a ring, stir your coffee. You know, grab somebody's attention, eat your eggs, do those things. And also people are like, nosy. And it can also become a conversation starter. Right. So a lot, a lot of people have difficulty starting conversations in the DMs. Like, what do I talk to people about? Like, well, Florie is doing a face to camera and she's putting on her jewelry. It's a lot easier for me to reach out to her and be like, hey, can you send me that link? Now we're in an actual relationship in the DMs and Lori can ask me about my business. You can start saying like, sure, I see you're an entrepreneur or you're a coach. So those little visual things actually start conversations. I put my outfit on Instagram every day, you guys. It's nothing fancy. I have a baseball hat and usually Jordan's on. It's nothing fancy. But every single day it starts conversations, right? Oh, I like how you tucked your shirt in. Where'd you get those jeans? What Jordans are those? All those things. And then now I'm already in the DMs, so I can start the conversation from there.

Okay, I love that. Let's kind of Talk about closing in DMs. Selling into DMs. Because there's an art to it. And there's two people I put on a pedestal as being the best at doing this. You and Dan Martell. Thank you. You two guys just crush in the DMs.

That's a pretty good pedestal.

Yeah, I'm pretty excited. Yeah. And Dan's amazing. I've gone through his funnel. He's amazing.

Right? Like, and I'll be honest, like, do this in a way that's kind of coaching me because I feel weird or don't know where to start selling in the dms. How do I start the conversation? Like, if someone asks me, I'm fine selling in the dm, but how do I even begin this conversation? How do I sell in the DMs? Like, break it all down for us.

Without sending eggplant emojis?

That's.

Yeah, Yeah. I don't know.

Totally.

So, number one, I created a totally free thing for you guys on the podcast. You guys go to DM starters dot com. It's literally 20 ways to break through DM conversations. If you're, like, not comfortable and you're just like, I don't want to say like, nice shirt or heart. Somebody's thing, like, use this freebie. It's totally easy.

Wait, that's awesome. What is it? DM starters dot com.

Yep. And I made it specifically for the show.

Oh, my God, that's so good.

Thank you. We're putting it in Shownotes.

Yeah. So the first thing that I say is that really selling in the DMs is like a two part framework. In the first part of the framework, we're going to go back to content really quick is your content needs to be clear and concise so that people know exactly what you're doing. If you're not getting people right now reaching out to you in the DMs, people aren't asking to book a call. People aren't asking about your program. It's because they are unclear and they are unsure about what you actually do and that you can solve their problems. So I get this question on every single podcast that I'm on. How have you sold a million dollars in the DMs? I don't try to sell in the DMs, but I sell through my content every day. And then your content moves people into the DMs. So the first thing is, like, you've got to make sure your content is right. And then the second part of this is. You're actually building rapport in the DMs with things like, where'd you get your jewelry, Chris? I love your new car. I'm obsessed with your dogs. Right? Because now what happens is every time you talk to someone in the DMs, Instagram's algorithm is like, oh, they like each other. We're gonna keep showing our content to each other. So I will talk to people over and over and over in the DMs on random stuff that has nothing to do with sales because my content is feeding them on the backside and I'm strong in content.

Wait, I really wanna clarify here. So people that you probably earmark as a potential customer, you start warming up that algorithm by having conversational interactions long before you ever sell in the dm.

Way before. I'm never asking somebody, tell me about your business. I see that you're in a launch. What can I help you with? I see that you're a coach. I am literally having conversations with like, where did you get your jewelry? I'm also in Sedona. Where did you go paddleboarding recently? And I'm like building true connections. And then my content is being served to them now. Yes. I'm having conversations with people that I know are ideal clients, right? Their coaches, their consultants or service based providers. Their business is a disaster. Their Instagram's hacked. So I know that they need me, but I'm not going in as they need me. And then my content is going to keep being served up to them over and over. And they're like, you know what? I really like Jillian Murphy. We're like driving in the dm. She's actually someone who I would hang out with, go on a kayak with brunch, and I have this problem. She's now the only and obvious choice that I would hire.

Damn, that's good. Okay, give us some more do's and don'ts of selling the DMs.

Yeah, so the number one thing when it comes to DMs is you. Most people are giving off what I call like golden retriever energy. I know you guys got dogs. We had this happening when I walked in today. So imagine like you go into the DMs and all of a sudden someone is like jumping on top of you and licking your face and they're just like all over. And people are like, whoa.

That's literally.

That's what happened when I walked in today. It's amazing bonkers energy. We're going to call it that. Change the webinar to Lori and Bonkers Energy. So if you're doing that right now, you need to, like, slow down, right? If somebody's like, hey, can you tell me about your program? Don't like word vomit. 87 things. Ask them more questions, learn about their business. So I think the first thing is, like, slow your role down. Number two, when it comes to the DMs, and I love this, I actually learned this from Dan Martell. So shout out to him is don't answer right away because you look needy. You look like you're like, waiting for a sale. If somebody messages me and they're like, hey, Jillian, can you tell me a little bit about working with you? I'll heart it. And then tomorrow I'll go back and be like, hey, Lori, I saw that you messaged me in the DMs. I'd love to talk about working together. Sorry I was tied up yesterday on client calls. But if every single time someone DMs you, you're like, oh, my God, let me tell you about my program. Let me tell you about what I have. Number one, I'm thinking, like, why aren't they busy? Why aren't they actually on calls right now? And number two, they really need this sale.

You don't like sales calls?

I don't do them.

So talk us through that. Because some people would say, oh, it's logical. Warm it up in DMs, move them to the phone, close them there.

Yeah.

Never do a sale.

A lot of done six sales calls in four years.

Like, if someone asks you, you try to keep.

Yeah. And I'll just say, like. Like, if someone's like, hey, can I get on a sales call? I'm like, hey, I'm totally open to do that, but why don't we chat here first in voice memo and work through everything that you have going. And then at the end of that, if you still feel need to get on a call, you absolutely can.

Oh, that's good. You guys handle that.

This goes back to content, right? There's nothing that I'm going to say or do on a sales call that people aren't getting from me already. They know my personality, they know I'm direct, they know everything about me. They know what I solve, all those things. So usually when someone has to get on a call, they're unsure and they're unclear. So the more clear and concise you can be, people are like, yeah, I know this person helps with gut, health, relationships, sex, marriage, whatever it is. And then now they're the go to person for that thing.

So the more clear you can be in your actual front facing content.

Yeah.

Who before you dive more into DM selling, like what types of things is DM selling for? Who is it for? Who can all use it?

Yeah. So I have used it with every niche, every single business. And I've sold, I've had clients sell to $56,000 in the DMS. I've had people sell $10,000 in the DMs, $20,000. So I want to be also very clear when I talk about DM selling, we're not talking about a digital product. We're not talking about like a $97 offer. We are talking, I don't like to use the word high ticket, but we are talking high ticket in the DMs. It's also important to know that high ticket buyers essentially do not want to get on a call. If you guys rewind to this podcast, Lori said earlier, I'm never getting on a call with someone.

You're right.

I am never getting on a call with someone. If I could literally text my therapist, I would do that. I don't want to get on a call with her. Like, I don't want to get on a call with anyone.

Yeah.

So it's like, we don't have time. We're busy. And then the third part of this is when people reach out to you, there's a thing that's happening which is called leaky faucet or a bursting pipe. So let's just say I'm going to use, I'm going to use a, use of real life example. So about six weeks ago, I went in my closet, put on a pair of jeans. They didn't fit. Spiraling out of control. I'm like, oh my God, I got to lose all this weight. My life is ending all these things. So what do I do? I type in weight loss coach Arizona. This guy comes up, I sent him a message. I'm like, hey, what is it like to work with you? And he's like, hey, let me send you a YouTube video. So he sends me YouTube video on his program the next day. He's like, did you watch the YouTube video? I'm like, I didn't have time to watch the YouTube video. He's like, hey, do you want to get a call and talk about my program? I'm like, I don't want to get on a call. Can you just tell me what it's like to work with you? He then sends me a PDF. You guys, this guy charges $10,000. In that day that I was spiraling out of control, I had a bursting pipe. I would have spent a million dollars to figure out why my jeans weren't fitting. But guess what? Two days later, I went to the bathroom, did a little detox. The jeans are fine now. It's not that big of a deal. So now I'm just in, like, a leaky faucet. Like, I kind of want to lose a few pounds, but it's not like my life is ending. So you need to get people in their bursting pipe moment. If they reach out to you and they're like, hey, I'm really struggling with gut health. And you're like, hey, how's next Thursday at 2 o'? Clock? Do you know how much shit's going to come up next Thursday at 2 o'? Clock?

The urgency is gone.

It's gone. It's literally gone.

By the way, I just realized how you describe, like, closing high ticket things in the DMs. Cho, the founder of vintage Broncos, he's literally closing me in the DMs. I'm watching him just work.

Are you gonna get that vintage Bronco?

Good thing I know the past $300,000 Bronco in the DMs.

I know the password to your phone.

So I'm just gonna go delete those.

Shout out to show buddy. Just close me. Just close me now.

Yeah, he wants to buy. He's a dominant buyer.

Okay, so no Cho, let's move to closing. How do you know when it's time to close? What do you say, etcetera?

So before I actually ever give anybody, like, details of my program or talk about what it is to work with me, I always set it up and I ask this question. Does this sound like this would be beneficial for you because you have to get them to buy in, right? Once I hear them say, yes, I need this. Yes, I'm struggling with this. Yes, this would be so helpful. Yes, yes, yes, yes, yes. Now they've sold themselves because you need to remember one thing. People buy because they believe they have a problem. They don't buy because they believe you are selling the solution. So they need to believe that they have a problem. So you got to ask the right questions. That's like, hey, are you following a sales plan? Do you have anybody keeping you accountable with your meals? What are you and your husband doing for date night? Would these things be helpful? And once someone says yes, they've 100% closed themselves. And then I always say this, like, after someone says yes, I'll say, amazing, because I only work with people that are committed and are action takers. So let's go. So now I've just given him an identity of being an action taker and committed because I need him to take action and be committed to the link I'm about to drop.

Mm. What are the most popular objections that people hear when they go to close, and how do you overcome them?

Yeah. So, I mean, most people get the objection like, I can't afford it. Right. Or, I have to talk to my partner. Like, those are two of the biggest ones. But remembering that, like, objections are never the objection. There's always something else deeper, and you have to dial into that. Right. So if somebody says, you know, hey, I can't afford it right now, I usually say something like, hey, I understand that, and I'm not here to, like, talk about your finances. But also, let's talk about what is this costing you in your life? How is this showing up? How is it costing you your relationship, your family, all those things? Right? So let's just go back to the fitness guy. If you would have asked me that question that day, I would have been like, well, you know what? It ruined my entire day. It ruined my entire weekend. So I'm willing to solve this problem today. So you have to ask better questions. And then when people usually say, I have to talk to my partner, one of the best things you can say when I have someone who said, I've talked to my partner and is, is your husband or wife. I would say partner, because we're in, you know, new times, guys. So say partner. Little sales tip for you. Does your partner aware of what the struggle is? Yes, he's super aware of it. He knows that I'm crying in my closet. I want to lose the belly fat. I'm in perimenopause. I can't grow my business, whatever it is. And then you say, do you think he wouldn't be supportive of you making a decision and taking action?

Whoa.

So that's what they're going to say, right? And then they're going to say, yeah, I think they'd probably be supportive. And then I usually say this. Wouldn't it feel good to go to him and tell him that you found a solution and you're going to stop complaining versus going back and asking for more permission and being in the same rabbit hole?

That is way more elegant than me.

You heard it here first. Is your partner an unsupportive asshole? Yes.

Well, are you or Are you going to let me buy that Bronco?

Oh, shit.

Yeah.

Joe's getting the Bronco.

Do you want an empowered husband that made an empowering decision on his own or are you going to be that bitch?

I can't.

I can't feed it, literally.

Because you're trapped. Because you're trapped.

Okay, so I want to know for everyone's expectation, because with sales, there's so many people. I was just reading a bunch of stats on it and it says, I think it's 44. No, sorry. 80% of people stop after they get the first rejection. Like, over 80% of people stop.

It's literally wild, you guys. When you get your first objection, I always say, like, let's try freaking go. This is when, like, the party starts. Like, this is when you get to really dive in, see why they're saying no, all of those things. And you have to remember, this is like the thing that I tell myself every single time. When someone is saying no to my programs, my products and my services. They are saying no to making more money. They are saying no to growing their business. They are saying no to clarity. They are never saying no to Jillian Murphy. They are saying no to themselves. So what I'm going to do is I'm going to go over here and serve these people who are ready because that person does not want to grow. So I never take it personal.

That's really good. Okay. Anything else in the DMS before we switch modes here?

I think the DMs are covered. The DMs pretty good.

Yeah. Okay, so here's what I want to do. I want to take these frameworks you talked about.

Yeah.

And I want to apply it to a real life client.

Amazing.

So you don't have to name names.

Sure.

But would you walk us through Play by Play?

Yeah.

How a client came to you with a problem or like, you know, what their challenge was and what you guys did. Play by play. And what the results were.

Yeah, I'm actually going to share two of them. So the first one, because one's in the DMs and one's actually on sales call, so it'll be beneficial for your audience. So the first one was somebody who was actually in the elite level Mastermind with me last year. And she was so burnt out because she was doing a ton of sales calls. She was selling about an $8,000 offer, you guys. She already had like a seven figure business, so she was a rock star selling. But what she was missing out on, what she told me was like, time with her kiddos, you know, she was like, I'm on all these calls. I'm sitting on all these calls. I became an entrepreneur. I'm sitting in my beautiful office, but yet I'm missing out on life. And I said to her, what if you were able to close sales while you're walking on the beach, while you're in the bathtub at night, while you're in the school pickup line, you never had to get on a Zoom call again. And she was very hesitant to it because she didn't believe she could do it because she had done this for so long. She was also spending close to 50 to $70,000 a month in ads, right? So a ton of money in ads. And they weren't converting at that. So the number one thing we did was we cleaned up her content because she had a lot of, like, influencer content, right? She was, like, pretty and putting out all the stuff and, like, her kids and her husband. But, like, what do you actually solve, right? Like, let's be so clear that when you come to this person, this is the result that you're going to get. So we instantly cleaned up her content from there. People started to come in to her DMs and say, like, hey, I see that you have this going on. I see that you have this offer. So what she would say is, yes, let's talk about this to the DMs. So right now, if you're getting on sales calls, it's because you are telling your audience that you do sales calls, right? I never say to my audience, let's get on a call. I say to my audience, my DMs are open. Let's have a conversation. Let's begin right here. So if you want to stop doing sales calls, decide today and never offer them again, and it's just not an option in your business. So she shut sales calls off for 30 days. We went through her framework. I gave her some language of what to use again. She was already really personable. She was already good in sales. So we started moving people to her DMs, and she closed $108,000 cash, not contracted cash, in her DMs in about 32 days of working together.

Wow.

Let's use that example for a mix. I know you said you have a second.

Yeah.

You've been in our elite level mastermind for. Is it four years now? Four years, yeah, four years.

Life change. It is life changing. So hopefully we can figure that out for you so you can spend more time for the people in it instead of, you know, selling it.

So let's go to your second example.

Yeah, second example was also somebody who was in the level Mastermind. So I also want to preface this too. A lot of people think that they can't help people that are farther along than them. I want to be very clear. Both of these clients that hired me were making more money than me, had businesses that were way more put together than me. Like, my business looks like a shit show compared to theirs. But I had a skill that they needed. So it's also a limiting belief that like, hey, I can only help entrepreneurs to six figures. If you've made six figures. I can only help businesses that are at a million dollars. You've made a million dollars. A ton of my clients, you guys, a ton of my clients make more money than me, but I have a skill set that they want. So this particular client example, she had about a $30,000 item. So she thought that she had to be getting on sales calls. And she really loves sales calls. Her energy is beautiful and she's magnetic and she loves sales calls. But what was happening is every single sales call they weren't buying. And I can usually always tell that there's a pattern once I go in and audit it. So something that I do for clients is I'll go in and I'll watch their sales calls. It took me, she sent me seven sales calls. It took me three sales calls to be like, 100%, this is the problem and we need to fix it. So I gave her, because she did want scripts, I gave her a little bit more of a script, a little bit more of a framework that she could follow because she's a little bit more all over the place. So I gave her some more structure. Seven days after working, she closed a $30,000 sale. Now, she did it on a sales call, but it was so much more clean, it was so much more clear. And there wasn't all this back and forth follow up. She was so clear and concise of exactly what she delivered. And you guys, usually it's the language that you're working. If you're using things like, you know, I'm going to magically transform you or I'm going to take you into your next level. Like, people have no idea what that means. You got to be so clear, especially for like 30 or 40, 50 grand. Like, what does that actually mean?

Yeah, that's true.

Like, I'm going to help you get organized in a week or like very specific information.

Yeah. So even like for this client specifically, we got really clear of like what her clients were saying because I was watching on the sales calls and then even her content got so much more clear because instead of saying like, hey, I'm going to help you up, level your style, or I'm going to help you, you know, become your next level. You and your style, it was like, are you a sausage right now in your jeans? Because you're buying clothes that don't fit. Because you think when you buy clothes that fit, it actually makes you look skinnier. But let me actually fix the problem. Like she got so specific and her content is so much more clear and a little more direct. So people are like, yes, this is me.

I thought you said is that a sausage in your jeans? I was like, what are you selling?

Like, who is this client who's selling tight underwear?

Yeah, apparently, or enhanced. It has like a built in package to make up for the package you don't have. Literally upset.

I mean, you're next. That's your next business.

I'm here for it.

Sausage underwear.

I'm here for it. It's going to go crazy on TikTok and we're going to make a TikTok real later on.

If people are here hearing this and they're like, okay, how do I become a client? Or what type of clients does she take? Because I'm hearing all these forty, fifty thousand dollar stories.

Yeah.

Who are your ideal clients?

Yeah. So I love this question. I work with any entrepreneur. If you are like a nine to fiver who has an idea and you want to get going, we're going to work together and we're going to get going. We're going to build a foundation of your business. The main things that I work with people on because it's funny because people hire me for sales, but it's interesting, like 90% of what I do is actually not sales. It's your messaging, it's your marketing, it's your offers, it's your pricing. We're going to clean up so much. And I love to work with beginners because I'm going to help them before they get into the muck. So that's like client number one. Client number two that I love working with is like they already have a product, it's already selling. Maybe they're making 10k months, 20k months, 50k months, whatever. But now I want to pour gasoline on that and how can we take that to the next level? Usually there's something in your sales process and then the third are like brick and mortars. Right. Service based providers that I work with. So like gyms, construction companies, esthetics, med spas that they need someone to come in and actually work with their entire team and help them get products in people's bags or book more appointments. So things like that is kind of like the third client that I work with.

You said something. I want to make sure people caught in there, you're not necessarily teaching them. Here's what you say to sell. I mean I'm sure it's part of it. You were saying you set up their environment to encourage more sales.

Yes.

Going all the way back to when you gave the example of you're not selling because people aren't seeing what you have to offer in your regular content. So you got to start that sales, you got to set people up to be a buyer long before you ever think about actually selling.

Yeah. So for an example, people will come to me and this is the one I get all the time is like, hey, I'm currently in a launch right now and nobody's buying. What do I do?

Too late.

Well, let's go back. You have no ideal buyers, you haven't warmed them up, you haven't had a conversion event. I have no idea what your content is because you have like a Bible verse and a cat and a B roll. So like, like nothing is making sense. And then you're wondering why like no one's coming into your launch. Like there's so many things that actually have to happen in organic Lead generation is one of the things that I think everybody needs to be doing because if you have enough conversations, you're going to have enough conversions. I'm talking to hundreds of people a week, you guys, hundreds. So if you're talking to two or three or ten, you got to pour fire on that pipeline.

That's a good wake up call. How has AI changed sales or how is it changing sales?

Yeah, so this is a really great question and I get this question a lot. We actually don't really use AI in our business at all. I'm sure my team uses it in the back of the house, but we personally don't use it. I'm not using it for like any automations. I'm not using it to create like a bot yet. I think it's also very cool though. I think it could definitely be like an Ask Jillian anything kind of bot. So I think that there's still stuff coming for sure. But in my specific business we're actually not using much of AI yet. But I will Tell you I love your guys's clones. I ask Lori all kinds of questions.

Oh, really?

I do. Yeah.

That's amazing. That's why I'm giving you good advice.

Yeah, you do.

Okay.

And it also was like, so real. Like, it, like, it literally feels like I'm like talking to. I asked the podcast question recently and it was like, yeah, me and my bestie, Lindsay. And I'm like, yeah, this is like, so cute.

That's awesome.

Yeah.

I can see how AI could be so incredibly awesome for you though, because as people are going through the process, it would be so cool for me to be able to go, jillian, look at my content. Like, here's what I have out.

Oh, like a clone.

Yeah, yeah.

It's all I can think about because I'm like, well, I would love to have you in my pocket right now as I'm literally trying to figure out all of my content. So, yeah, that's interesting.

Somebody could literally be like, okay, Jillian, the clone. Like, I have this mastermind to sell. I'll just start from the top. What should I be doing? How should I charge? What should I be saying? Can you write me a script? And your clone would, like, do all that?

Yeah, super cool. Yeah, yeah, that'd be awesome.

But for now. For now, Jillian does this in real life.

Yeah.

With your program. So tell us what that looks like as well.

Yeah, so I have a program. I've been selling it for about two years. It's called Infinity. I'm literally obsessed with it.

It's really good, by the way.

Thank you. Chris has been a special speak at it a few times, and it really is getting down to like, the main core things of business. What I was seeing in my industry specifically is people were joining lots of courses, lots of masterminds, lots of retreats, whatever. But sales was never being taught. So they were coming to me with great sales pages, great landing pages, great funnels, great webinars, all these things. But they didn't know how to actually get people to pull out their credit cards. So what I really do in this program, I say, like, I actually don't teach a lot. I actually unteach a lot of, of like what you've been doing that probably isn't correct. And then I'm going to actually be like, hands on in your business. It's also a really great community where you can, like, you know, do market research or you can get clients out of it. It's also open for both men and women. You know, we have people in there that have Never had a client. We have people in there that have crossed the seven figure mark, and it's really the same problem that they all have.

It's a great group. Do you have a favorite success story out of there?

Yeah, so I actually have a really great success story. I had this guy Dustin, I can share Dustin's name. So I had this guy Dustin that came to me and he was actually the first client that ever came to me that I had no idea what he did. Like, he told me what he did and I was like, actually don't know what that is. So he sold hounds. Gear for houndsmen.

Wait, what's gear for houndsman?

Like hunters.

Like dogs. Like the. Like the dogs that, like, hunt the hound? Yeah, yeah, yeah, yeah. He sold the gear for them. So, like GPS's, trackers, leashes, collars, and I guess it's like a really big business. And I actually use them as a case study inside of my webinar. And he had been in business for four years, and the most he had ever made was $18,000 in one year. He came to me and I was like, where do you think your audience is at? Where do you consume hounds content?

The kennel.

And he was like, TikTok. So we put all of his stuff from Instagram onto TikTok. He basically blew up overnight, like, close to 70,000 people overnight. His second month of working with me, he hit $22,000. And I want to remind you guys, he's selling like a product that's a couple hundred dollars.

Wow.

So think about the volume that he had to sell. And then exactly what Lori said was he started to get into the market. He started to go to these conventions, he started to go to, like, stores. He started to go to, like, all these things and get in person. And his business has absolutely blown up. Like, it's incredible.

That's awesome. But by the way, you mentioned TikTok, is it better to sell on TikTok or Instagram right now?

Oh, my God, I hate TikTok right now. But I'm on it. I actually just did a real on this. But I also think, like, when you move to a new platform, it almost humbles you to be a beginner again. Right? So I'm on TikTok, you guys. I have 200 followers. Nobody's paying attention to myself. And I'm like, why am I even on here? I can go to Instagram and talk to all my friends, but it reminds me of what my clients are going through right now. And it really kind of humbles me to like, okay, what would I tell them to keep doing? Keep going. People are listening. You don't even know that they're there yet. So that's the thing. I do believe that TikTok is a growth platform and Instagram is a nurture platform. So anyone that you're getting on TikTok, they're most likely not going to be buying, but they're going to be consuming. So the best thing you can do is take them from TikTok over to Instagram, because Instagram is more of a nurture platform, not a growth platform.

That makes sense.

Yeah.

All right, well, listen, we covered everything.

Such a great show.

This is insane, but I actually want to take this time to give you some recognition. I have watched you come so incredibly far from the person that left corporate America and said, fuck it. I'm just going to teach people how to sell on my own and ramp up so quickly and do it. I know you're probably scared behind the scenes, but do it with such courage and such tenacity and such ambition and zero excuses. And I watched you transform into this absolute dangerous ninja. Now, that is so cool to see. And I want people to understand it's because you do the work.

She does the work.

Like, what people don't understand is you're doing 300 webinars you're committed to this year.

300 webinars.

To become an expert at selling in webinars. That level of commitment most people would never even think to commit to. They would just say, oh, I'm gonna try it a few times. Oh, it didn't work out.

And it's grueling, you guys. It's grueling.

It's grueling. And you are willing to step up and take the reps and take the punches over and over and over again. It's why now you've got this incredibly successful brand and business and everything else. And so if anybody out there is wondering, like, can you really leave corporate America, or can you really leave what you're doing right now and follow your dream or create a brand out of the blue and make seven figures and do all this stuff, the answer is hell, yes. And you're the one that's showing them how to do it.

Thank you. I appreciate that so much. I really do. And I just want to say, too, like, I've done it so simple, you guys. I don't have a website. People are blown away by that. I don't have sales pages. I don't have fancy funnels. I. I have One team member that works his ass off. Like, you don't need a lot of things. You need three things. You need people to talk to, a way to convert them in, a way to close them. And that's all I do every single day. My business is not here to entertain me. I'm not here to, like, do Shiny Object Syndrome. It's like, I'm going to put my head down and get to work. And that's why it's there. And I also just want to say too, like, I remember when I first met you guys, I was like, you know, one day I had this list, it was like, I have three podcast list, Easy, Dreaming Hard, and Laura's podcast was a dream podcast to be on. So if you're listening to this right now, know that like, it doesn't happen overnight. It takes time. Right? It took time. I had to become someone different. I would have never been able to hold the level of conversation today that I had two years ago or even three years ago. So know that everything is happening in the right time. Your growth, your expansion, and all of your opportunities.

What a cool moment.

I love that. I love hearing that. Because, you know, right now, in this moment, I'm, I'm sitting here thinking, wow, this podcast is going to fucking crush.

Thank you.

And like, I could have had you on earlier and I'm sure it would have been a good podcast, but if we just waited a little longer, it'll be something that everyone is sharing and it's like, it's. First impressions matter.

Totally.

And so, you know, there's reasons I, Chris and I have not been invited on certain podcasts. Like, we're not there yet or we're not clear on what we're offering. Like, there's low hanging fruit that you guys are listening to right now. And I think all of us know in our gut what that is. Just like, you probably knew.

Yeah.

Before, like, okay, I need to be, you know, putting in more reps. Okay, I need to be a lot more clear on my messaging. Okay, I really need to be that person who delivers on this. And so if you guys are listening, you just listen to Jillian and how concise she was and how she could answer every question like that and how she truly is a master in sales. When you get to that level, that's when you know those opportunities, they're literally just going to come to you because you're going to stand out, like, no matter what, if you would have asked or not. I don't even know how it was all set up we may have reached out to you. Like, people will start even reaching out to you because you're going to be so noticeable.

Thank you.

In the industry.

Thank you. Chris gave me a great compliment one time. He was like, you just become unignorable. And you guys, like. And you guys, that's what it takes. Like, just be so good at what you do. Put your head down and people will notice. People are watching you right now. You don't even realize it.

What a great piece of advice. Like, become unignorable. Do whatever the hell it takes so that people can't ignore you.

Yeah, yeah, people can ignore them. Doing 300 webinars right now. My peers are coming to them. They're watching them. They're, like, watching the race. It's like, I'm unignorable in the journey in which I'm on, so it's really great to follow.

Damn, you're a superstar.

Thank you guys so much for having me.

Can you just throw that mic down across the room? It's, like, on a pedestal. But if she could, like, Axle rose.

It onto the ground for me on Bonkers and Bananas.

Yeah, yeah, exactly. Well, you're a superstar, and we just absolutely love that you've become a great friend, and I love watching you thrive.

I love your fashion.

Thank you.

Amazing.

And just thank you for being in our lives.

Thank you so much. I appreciate both of you.

All right, you guys, we're so grateful for you. And until next time, earn your happy. And also tune into the Chris Harder show every day.

Also, check out that Chris show, too.

Yeah, that guy over here.

It's fine.