Martin Stellar - Coach & Consultant for ethical sales and business growth

Martin Stellar - Coach & Consultant for ethical sales and business growth

When the Going Gets Tough, the Tough Make Lemon Merengue Pie

You get to choose your attitude at any given time.

And when life gives you lemons… well, making lemonade is always good…

Or wait! What about a lemon merengue pie!?

Which isn’t as funny as you might think:

Lemons into lemonade is a great attitude…

But what opportunities would you see… what could you invent… create, or build…

If your current hardship was the best thing that ever happened to you?

I mean, that’s how you’re likely to end up feeling anyway at some point – “it was tough but it was one of the best things to ever happen to me”…

You’ve felt that way about stuff from the past, right?

Well, then you’ll feel like that again, sooner or later.

So, what if you’d feel that right now?

What if the mess you need to deal with at this moment – the disruption, the changed markets, the different buyer behaviour – would actually be the best thing that could happen to you…?

That’s a choice you can make, it’s in your hands.

Which doesnt magically fix all problems, but it’s a damn useful attitude to take.

So if this were the best thing that could happen, and you still want to sell, and serve your people, but it’s not working the way it used to?

Then what you want to do, is figure out what’s different for the people who used to buy.

If they gave you money in the past, or were about to but didn’t move forward… what’s changed for them?

What are their new, current, pressing, urgent problems, that you could solve for them?

See, everything is different for everyone. Which puts the onus on you to align your sales process and the offers you make and the buyer conversations you have, with that new reality that your buyers are currently in.


Many different ways.

The IP to Profit System is one way, and it might just help you get your sales rolling again.

More information here.







I Know What! Let’s Give Money To Our Competitors!

Of course, you wouldn’t say that.

Nobody in their right mind would.

But pretty much every business does it.

How? By not showing up to the people who need you.

Someone out there has a problem, and you happen to be supremely qualified to solve it.

That makes it your job to connect with that person in such a way, that they’ll say:

“Love it. Here’s money. When do we start?”

And if you don’t do that?

Well, then in lots of cases, that person is going to go to your competitor, who actually does do the work of showing up and enrolling the person who has the problem.

And thus, by not marketing and selling your work, you effectively give money to your competitor. And ouch.

So what’s the solution then – do you have to throw money at ads? Get salesy or pushy? Go on a mad content campaign and spam the internet? Cold call people?

None of that.

To get more out of what you have, and enroll the people who already want what you do, all you need is a simple system that makes use of the assets already present in your business.

And the biggest, easiest to leverage assets that you already have, are your intellectual property, or intellectual capital if you will, and your list of past and present customers.

And to help you do that, I created a system with carefully outlined steps, easy to follow and ready to implement.

There’s a free ebook on this page, and an affordable, $49 training video if you happen to be ready to roll up your sleeves and get the sales.

Have a look…






And Now, Let’s Turn Your Intellectual Property Into Revenue

“Huh… that’s so cool!”

Ever had someone say that to you?

Or maybe: “Oh, that’s clever!”

Or: “You’re good!”, or: “That’s why we pay you the big bucks!”.

Whatever thing you were doing just before they said that, that’s you operating in your zone of genius.

That’s when you apply your intellectual property, and make a difference with it for people.

And if right now you’re having trouble in your business because people aren’t buying as often as they used to, or are taking more time, or are not buying the same things, I have something that might help.

It’s useful for trainers, speakers, consultants – anyone who can’t go out and deliver your work right now…

…But it also helps you if you’re, say, a fysio therapist, or an artist, or a cook or tailor or a farmer or photographer.

Basically, anyone who would normally show up to do&deliver, but can’t because of the situation the world is in.

Because the truth is that each of us, no matter what our work or expertise, have our own ‘zone of genius’, in which we do our work in a way that nobody could copy.

Our unique ability, tied directly to our own intellectual property.

Meaning: what you know, and have built and developed over the years, and do in a way that makes – or rather: made? – people pay for it.

Now that we’re all working from home, we need to adjust. Reinvent, pivot, and develop new ways to keep business rolling, clients coming in & getting served, and revenue coming your way.

Enter IP2P – Intellectual Property to Profit.

It’s a brand new system I started developing the moment Spain went into lockdown, and it’s designed to quickly extract that IP of yours, package it in a way that your previous buyers will be interested in, and, very important: help you get that puppy sold too.

Because it’s all very good to follow a training on how to build a course, but if you also want to sell it, the course itself isn’t enough.

Nor are the old ways of selling, with ads and social media and what have you. Those might still work, but it means doing things the hard way, especially now that people are all in a tizzy and there’s a lot of scattered attention.

Doing it the easy way, how I see it, means going out (well…) to talk to your customers, find out what they most need, and have them inform you on what you need to build to serve them and solve their problems.

Those people have already paid you, are likely to pay you again if you have the right offer, and so long as you listen to their needs, there’s a good chance that you can create a new revenue centre in your business within a week or maybe two.

All depends on what system you use and how you apply yourself.

And as far as that system goes, I’ve got it for you, right here.



Business, but Not as Usual

It’s fun when pundits and startups talk about disruptive industries, but right now we’re dealing with disruption on an industrial scale, and that ain’t no fun.

What used to work last week, isn’t working the same today, and that means we need to adjust, adapt, pivot.

Luckily, the internet is a massive enabler, but it’s on us to find a way to leverage its potential.

Whether your revenue is at risk because you can’t visit your clients and deliver, or because supply chains and delivery of product are delayed, or your remote clients aren’t buying your service offer because of spending freezes: if you’re going to keep going, you’ll need to adjust.

Here’s one thing that practically everyone can do:

Sell your genius.

Meaning: there’s something you do, based on your experience and skills and uniqueness, that nobody can do quite the way you do it.

That ‘genius’ is your IP – your intellectual property.

And if right now you’re stuck at home with no appointments in your calendar and uncertainty about how long your buying cycles will be, you could do worse than to extract that IP, turn it into a digital offer, and see if it would be useful to your audience.

For this exact reason, right when Spain went into lockdown, I created a system to help you quickly assess where your people are at and what they need right now.

If you follow the 9 simple steps and implement it, you can create a completely new revenue centre, and if you apply yourself, you could make that happen in two weeks or less.

More information here:






“Is It Still Ethical to Sell at a Time Like This?”

Saw that question on Twitter the other day.

And I get it. We’re all reeling to some degree or other, and don’t we have better things on our minds, besides business?

Well yes, we do: Smile. Or do you have anything better to do?

(Ok, that’s a bit snide, but I really really mean it: smile. It’s better).

But that business and selling thing…

Should we? Is it right? Does it matter? Is it ethical?

Well, think of it this way:

You’d better hope your baker keeps selling bread.

It would be nice if you supermarket keeps selling and serving your needs.

If your phone breaks, hopefully someone is selling new or second hand ones, or selling repair services..

Petrol, for those who need to get to work, such as medical, transport, foodstuffs professionals…

The online platforms you use for your business, they’d better keep operating and taking your monthly payments.

Now these are obvious… of course they should stay in business and keep selling. They’re important, for all kinds of reasons.

But if you think that because you’re a solopreneur, or a coach, or an author, or literally whatever it is you do or whatever reason you’re telling yourself why you should take your foot of the gas, that you’re not supposed to be selling your work, you’d be making a mistake.

Even if you’re an artist, and you’re telling yourself that ‘there’s more important things than art at a time like this’, you’d be wrong a mistake. (Art matters a lot for culture, and even more now that folk will increasingly struggle to keep their head on straight. As evidenced by the uptick in the consumption art and music during past recessions and such.)

And another thing: it’s not that you have to keep operating and selling if you don’t want to, but there’s nobody ‘exempt’ from operating their business.

Because whatever the world is going through, it will always have an economy, and you’d better hope that it keeps working, in whatever way.

Without an economy there’s little left except barter, and humanity is no longer organised in a way that makes barter easy on a wide scale. Besides, barter is just another form of economy, so my point stands.

‘The economy’ is a big, big thing, spanning continents and industries and demographics and crossing all kinds of societal and cultural divides… a huge, complex, web. And while I don’t know a whole lot about ‘the economy’, I do know this:

An economy exists, and functions, by virtue of people trading things of value against each other: buying and selling things. And the more that happens, the more things can happen. Hopefully, good and ethical things.

But without an economy, things suck a lot more for people. Kind of like smiling, in fact: if there’s less of it, life is less fun.

So the question ‘is it still ethical to sell’, can be replaced with a more important question:

Do people still need what you do?

If the answer is yes, and people also want it, but you’re struggling to enroll people under current circumstances, you might want to check this out.

Your baker is selling bread. Go and keep selling your stuff. And then go give your baker some money.

Smile as you do so.



Yes. Yes, You Can

There’s two ways to look at working towards your goals.

One works, and the other one might work, but might just as easily be the thing that keeps you from achieving them.

In business that distinction is extremely important, especially where it comes to goals related to number of clients, average sales value, and bottomline revenue.

Here’s where it usually goes wrong:

We set a goal, and then we make it about our ability to attain it.

This many clients, that many prospects, that dollar amount on December 12th.

But those goals, while inspiring, also bring a slew of sabotaging elements.

Things like self-esteem, self-worth, deservingness, belief in our ability to stick it out long enough.

This is the realm of deep psychological murkiness – the kind of thing that therapists get rich on.

Much better is to look at your goals in relation to self-efficacy.

And that means, your belief in your ability to do things.

You’re able to send emails, right?

Make phone calls, publish content, organise your work… these are skills that you have, correct?

Sure, maybe you procrastinate on things that would move the needle (oh hello, backlog of followup!) – but would you say that you’re not able to re-connect with a cold lead?

Of course you wouldn’t.

It’s simply that there’s some sort of reason why you don’t.

The default attitude with most people, is to then create a narrative that there’s something wrong with us, that we’re broken somehow, but that’s not true.

There’s nothing wrong with us – we simply don’t look at things in the most efficacious way. We look at the goal to achieve not the actions that make those goals real.

Those actions, they are well within your ability, and you know it.

So focus on, look at, those activities, and connect with your belief that you can do it.

Make it the smallest possible step – don’t task yourself with something as grand as ‘process all records of cold leads’.

Instead, pull up one record. You can do that.

Then, have a look at your notes. Well within your abilities.

Next, check their site and social media. Can do.

Pick something current in their life, out of what you see, and write it down.

Next, draft an email that hooks into that thing – not in order to send, but just to draft it.

Run a spell-check. You can run a spell-check, can’t you? Exactly.

Now you have one cold lead, reviewed, and ready to message.

All that now stands between you and a restarted conversation, one that might lead to a sale, is one action.

Click send.

Finally: pat yourself on the back, because you’ve just done a massively important action for your business, and all it took was taking a few small actions, the kind that you don’t even need to believe you can do, because you know that you can do them.

Outcome goals are nice.

But action goals have outcome goals for breakfast every day of the week.



Three Questions That Determine Whether They’ll Buy – And the 2nd Gets Way Too Little Attention

Yes yes, of course: people need to know you, like you, and trust you, if they’re going to buy your thing.

But Know, Like, Trust, isn’t enough.

On a very primal psychological level, evolutionary style, everyone subconsciously asks three questions when dealing with others.

Do I like you?

Can you help me?

Do I trust you?

And that middle part – the other’s belief in our ability to help – is something often overlooked.

Think about it:

A buyer needs to have the conviction that you help with their thing. Otherwise they don’t need what you have.

But saying that you can do X or Y for them doesn’t cut it.

Whether you say ‘I make a good breakfast’ or ‘I fix your SEO’ or ‘I help you get really good at enrolling buyers’ (that would be me saying it – hi!) does nothing to convince someone.

It’s data, information, a statement.

For someone else to believe it – to trust that it’s true – that you can help them, something has to happen in their mind.

A doubt or question needs to be addressed in such a way, that they go from ‘Can they?’ to ‘Oh wow, they can!’

Saying it won’t make it happen.

Persuasion doesn’t make it happen.

Nor does a list of awards, education, resume or bio.

For a buyer to believe that you can help, they need to have an insight that leads to conviction.

They need to know that yeah, you’re the guy or gal for the job.

That’s when people buy.

So is there nothing you can do to have a buyer go through that process?

Sure there is!

1: Have a conversation, and frame it as an exploration into goals, current situation, and obstacles inbetween those.

2: Sell only one thing: your care and concern for them as a person and as a business owner. Be genuinely interested.

3: Ask questions that invite the other to try out different perspectives.

Keep doing that, and if you’re talking to the right person and you’re truly not being pushy or needy but interested in them, interesting things will happen.

For one thing, bits of the different viewpoints will stick, and the other person will composite their own viewpoint – or rather, their vision – on their situation, next steps, and the way you fit into all of it.

Another interesting thing that will happen: when a buyer reaches that vision, they’ll have decided for themselves – no persuasion required – that for their case, yeah you’re the right person.

And the most interesting: that’s when people ask ‘Where do I pay?’ or ‘When can we get started?’.

And I’ll bet you’d like to hear that more often, right?

Well, then let’s have a conversation, to see what we can do.

Let me know if you’re ready to talk, and I’ll send you a schedule link.



Pricing Yourself Out of – and Into – a Market

A while ago, I issued a proposal to a potential client – and they turned it down, because of the price tag.

“You’re pricing yourself out of the market” was the response.

My reply?

“Not historically so”.

Arrogant perhaps, but true.

Here’s why this might be relevant to you:

Each market segment, and each prospect in those, has their own acceptable levels of investment – and if you find that people turn down your offers because of price, it’s not that your pricing is wrong: it’s that you’re talking to the wrong market.

Some people pay 20 bucks for a pair of shoes, others pay 2000.

It’s on you as the business owner to decide who you want to sell to.

If you have a high-value service offer, and there’s a considerable investment to make, you need to carefully choose who you talk to.

Many entrepreneurs who deal with ‘can’t afford that’ or ‘it’s too expensive’ on a frequent basis, will try to fix their offer or their price.

But that’s a losing game – it’s much more fun – and lucrative – to fix your targeting, niche and audience.

There’s people who want to pay top dollar for your work – and if you want to earn top dollar, you need to focus on showing up to those people.

Makes sense, right?

Now, let’s take two hours on Zoom (limited time offer, only $150) to find out what that top-dollar market is for you, and what kind of messaging to use in order for you to land those clients.

Let me know if you’re up for it…





The Return of Scuzzy McSalesface and His Amazing Exploding Audience

A while ago, one of the entrepreneurs whose list I subscribe to sent an email with a subject header that made me think.

I forget what it was exactly, but it was along the lines of ‘Use this trick to explode your audience!’

And I thought: what complete hogwash. (and yes: I unsubscribed)

For one thing, what’s this ‘explode your audience’ thing?

Why would you want to explode your audience?

Sounds pretty messy to me.

Sure, I get it: it’s a figure of speech.

But it’s a figure of speech around a concept that is designed to beguile people.

Because sure, you can do things that make your audience grow big, and very fast – but whatever you do, it’s going to be hard work.

It’ll take time, and lots of it, and you’ll probably have to invest money too.

SEO, design, crafty copywriting… you don’t get an ‘exploding audience’ for free.

Just won’t happen.

And yet, marketers will jump at every opportunity to try and fob off yet another push-button, never-been-this-easy, fully-automated-business-building-machine widget or course.

It’s what made some poor ill-advised guy come to me a few years go, when I still did copywriting.

He wanted to invest $1000 with me, which he thought would get him a website, copy, traffic, and sales.

He earnestly thought that for 1K you can build an automated money machine.

Disregarding the fact that if that were possible, I’d be doing it myself instead of for others.

But, he’d been told by some scuzzy marketer that this stuff really works.

Of course you’re not that gullible.

But, the marketing industry has spent about 100 years becoming really very good at selling stuff, and you don’t even need to be gullible to be taken in.

Not if the seller knows what he’s doing.

After all, the biggest cons in history happened to some really smart people.

Psychology is behind it: the smarter and more experienced we are, the easier it is to think that we won’t fall for a con.

And it’s exactly that confidence that a con artist preys upon.

That’s why it’s called ‘con’ – short for confidence. Confidence is what sells, and it’s the ethics of the seller that determines whether or not a buyer gets conned, or gets something truly valuable.

And to me, the kind of marketer who uses hype and manipulation and the promise of mountains of money or insanely fast audience growth, is no better than Bernie Madoff or someone who tries to sell the Brooklyn Bridge (which a man George C. Parker did many many times. True fact).

So be on the lookout for things that seem too good to be true.

They usually are.

Why this advice today?

Because I want you to know that when someone wants to sell you something with the pure intention of making your life better or solving your problems, they’ll do it in such a way that you won’t feel manipulated.

A good and ethical seller will give you all the options, realistic expectations, and, most importantly:

The full power of deliberation and choice – in your hands.


If you do exactly that same thing, you’ll never have to be salesy, won’t have to manipulate or push people.

Instead, you’ll become someone that people want to buy from, so that you don’t have to sell unto folk.

And that’s good for sales – and it’ll give you a higher percentage of satisfied buyers as well.

Which in my book is a good goal to strive towards.



No Ethics Were Harmed in the Making of This Sale

Do you consider yourself an ethical person? Someone with integrity? Someone with values that speak of care for others?

And, do you ever feel conflicted when it comes to selling your work, or quoting prices, or indeed: setting rates that your work is worth?

If yes, then it’s very likely that your ethics and values are the very thing that cause you to undercharge, or to miss out on buyers.

“I wouldn’t stoop so low as to manipulate people into buying!”

Nor should you. Not people like us.

But, if you do care about others, and if your product or service genuinely solve problems and make people’s lives better, isn’t it an act of service when you enable people to buy?

Right, that’s what I thought.

So then how do you get around that barrier, set up by your morals and values?

It’s simple:

Forget about all the sleazy, pushy sales tactics that reek of the 80’s. That’s not you, and you don’t need them.

Next, reframe what selling really is:

It’s helping someone make a decision. Selling is guiding someone through a decision-making process.

Finally: be unattached to the outcome, and embrace the no.

When you have something to sell, you’ll go through an ocean of no, so you might as well get comfortable with it.

And the more comfortable you are with the no, the less pressure the buyer will feel, meaning they’ll have fewer objections and worries – AND you’ll be selling without ever violating your values and ethics.




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