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

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

Why Do People Give You Money?

How well do you know why people do business with you, and not with someone else?

In other words: Do you know why, actually, people give you money?

You might answer:

“Because we’re the best”, or:

“Because of our customer service”, or:

“Because we’re an award-winning XYZ”.

But unless you’ve done your homework and the answer is what your customers themselves have told you, you’re probably mistaken, or at the very least, you’ll have an imcomplete picture.

If you want to grow your company, then you can’t afford to go with what you think your people think of you.

You need to get out there and talk to them, and figure out their reasons, and not the reasons you think they have.

It’s called market research, and it’s the very first thing you should do, if you want more customers like the ones you have & love.

We all know this, yet hardly anyone does it.

So we throw more money at ads.

Hire more sales reps.

Create more offers.

Build more websites.

Do more content marketing.

Causing an enormous levy on resources, when we don’t even know the horse’s-mouth facts about why people pay us.

It’s a losing proposition.

Get the foundation in place first: find out from your people why they choose you, and not someone else.

Then build up and out.

Because how does it make sense to spend resources, when you don’t even know your differentiator – your USP – yet, don’t know what sets you apart and makes you desireable, in the eyes of your buyers?

Know your differentiator.

Not in terms of what you think – but in terms of what they say.

That’s exactly why the IP to Profit system starts with surveying your people.

Check it out here.

Cheers,

 

Martin

 

 

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.

How?

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.

Cheers,

 

Martin

 

 

 

Absolutely Wonderful… or Not?

Some people are just a dream to work with. They show up on time, they ask ‘ok but how’ instead of saying ‘yes but’, they take ownership of change, and they make it exceedingly fun to be in business.

“THIS is why I’m my own boss!”

Others though, are a struggle to deal with, cost way too much energy, and make the process of serving them hard on you – and on themselves as well.

This is why every business owner needs to know who is their ideal customer.

But, that’s not enough.

You also need to know exactly who are the people that you do not want to work with.

Otherwise, you’ll be looking for the ideal client, and you’ll miss the signals that this or that potential client is going to be a major pain in the sitting apparatus.

And once those folk come through the door, dealing with them and serving them is going to be a hassle and a struggle.

So:

Make a ‘hell no’ list, of all the things that a client should NOT have or be, for working with you.

Then, spend some time thinking about what signals those markers to you.

For example, in my business, I can’t work and won’t work with anyone who doesn’t take full ownership of change. My clients need to own their problems. Otherwise, it’s a hard no.

So in the application questionnaire they fill out, one of the questions is: “What’s the biggest obstacle that stands in your way?”

If the answer is anything other than a clear signal that they themselves are the cause, it’s a no.

(There’s a bunch of other markers I look for as well, but this one is one of the biggest).

So make your ‘hell no’ list, and identify the different ways in which people could signal to you that they are people you ought not work with.

Next?

Better clients, more fun, less hassle.

Oh, and if you ARE the kind of person who takes ownership, and you want to upgrade your business and revenue, here is that questionnaire. 

No cheating on the crucial question though…

Cheers,

Martin

He Not Busy Being Born…

I never got into Dylan, but I do know he’s an awesome poet – and I love me some good lyrics.

Saw this the other day – you may know it: “He not busy being born is busy dying”.

At times like these, that’s truer than ever.

If right now you’re not reinventing how you operate your business and marketing and sales – if you’re not working to reinvent yourself or rebirth your operations – you might end up in trouble.

Of course this isn’t new.

A business is either constantly being innovated and optimised, or it should expect ‘shock by change’, at some point in the future.

Soon or later, problematic or disastrous – trouble ahead unless we reinvent.

And if, at this moment, you’re trying to figure out how to reinvent things and you’re asking ‘How do I keep selling?’ rest assured that you can stop doing that.

If you want to keep selling, the question should be:

‘What are my people’s needs, right now, under these circumstances?’

This, too, applies to business under any circumstances – but if right now you want sales keep to keep rolling in, that empathic way of approaching your market will a) give you answers as to what solutions people need, and b) make you stand out from all the tone-deaf competitors who simply keep pushing out their offers, as if nothing has happened.

If you want to be busy being born, be busy learning people.

What do your people need?

What if you’d be in their shoes?

What’s it like to be them?

Cheers,

Martin

Every Business a Publishing Business

It’s said that every business is a publishing business, but I’d say it goes further:

Every individual is an independent publisher.

We publish all the time, it never stops.

We publish our thoughts, the food we make and share, we publish our helpfulness and our embrace, we publish our values and our goals and our tweets and our care and concern…

It’s all there, for everyone to see, so long as they pay attention.

Now why is it that so many businesses don’t get the attention they deserve – people don’t pay attention?

Because those businesses don’t make publishing a focal point in their marketing. They just do it willy-nilly, or as an afterthought, or as ‘content strategy, guys – we need a content strategy’.

At the far end of doing it wrong are the companies you bought something from 3 years ago, you never heard from them since then, and suddenly they mail you to say ‘We’re still open, despite the virus!’.

Yeah, wow. Man I suddenly love that company SO MUCH! *clicks unsubscribe*

A little bit better but still not the kind of publishing people really pay attention to: companies who only mail their list when they have a sale going on or something new to offer.

And then, there’s pretty much the holy grail of publishing: Seth Godin, who has been sharing a useful idea with his list 7 days a week, for years running.

And while your humble narrator isn’t quite as steadfast as Seth, I can tell you that sending daily emails is magnificently powerful.

It takes 20 to 30 minutes a day, and clients show up to work with me, when they’re ready, and all I need to do is share something that I hope is useful, daily, and publish it.

What could be easier?

Meanwhile, the process automatically creates a library of articles – actual assets – that I can repurpose and turn into books, trainings, slideshows and so on, creating more assets that I can then publish.

Whatever it is you do, you’re a publisher. And whether you write daily, or publish videos on Instagram or Youtube or articles for an industry publication:

It pays dividends to take your publishing seriously.

And that is one of the things I help people with: building a lightweight, easy to maintain publishing strategy that creates visibility, a loyal audience, and sales.

Are you ready to get serious about publishing your business, strategically, with minimal effort and maximum efficiency?

Then let’s talk, and see if I ought to help you…

Cheers,

Martin

Making People Happy

Sane and ethical people don’t just want the money: they want their buyers to be happy they bought, as well.

But wanting happy buyers isn’t enough.

Not if you don’t also want the money.

If you don’t have financial goals for your business, and you only measure how happy people are, or how many of them you have, you’re working to reach a moving target.

How much happy? How many people happy? How scalable is your happy, given that you’re not looking at the financial goals that enable you to re-invest, scale up, reach more people?

I meet a lot of wonderful people, committed to doing stellar work and serving clients.

But everyone I meet who only wants happy customers but does not also want to reach narrowly defined, specific money goals, struggles.

And you don’t have to struggle.

All you have to do is want the best of both worlds: want happy buyers. Want the money.

Cheers,

Martin

Stewardship

An average seller tries to reason with people: “Once you understand how good of a choice it is to buy this thing…”

A good seller works with benefits and desires: “You’re telling me you want outcome X, which is precisely what we created this offer for. It looks like this is the thing you’ve been looking for”.

A terrific seller works relationships and service: “I’m here to help you get to the right decision, be it buy or don’t buy – talk to me about any concern you may have, I’m not pushing anything here”.

And someone who sells with a purpose, from the heart, out of sheer desire to make a positive impact?

That person seller sells stewardship. “I’m here to make sure you’re taken care of – by me, and by the product or service you’ll be using. I’m here to be a steward over your outcomes”.

That seller btw is the one who gets the easiest sales, most referrals, and best clients.

Sell stewardship: let people know you’re there for them.

Cheers,

Martin

This Is Important. For Your Health, Well-Being and for Those Around You

I normally never do this, but:

The day is wearing long, I didn’t write my daily email yet, have only just ironed out the kinks in my new IP to Profit system so I haven’t had time to create a video to show you yet, and:

… and then I find this article.

I normally never let others speak to my subscribers but this is so good, and so important, I’d like you to take a few minutes and read it. It’ll do you good, I promise.

https://www.thatseemsimportant.com/mental-health/headlines-media-panic-pandemic/

Cheers,

Martin

And Now for Some Good News

I’m interrupting normal broadcast for different kind of message, because in the last few days I’ve been falling in love with humanity.

Normally, Twitter (I don’t spend time on other social media) is a place rife with arguments, polemics, divisiveness and ‘I’m right, and you’re not’. (some of that still goes on, but MUCH less).

But in the last few days, I’ve seen so many people do so many beautiful things, it makes my heart swell.

Some guy, saying ‘If you can’t pay the bills, send me a scan and your Venmo, and I’ll pay them.

Convertkit giving a user $500, because the user was short on money.

A startup opened up a phone service, connecting people in quarantine by phone, for free.

Companies like Zoom and HeySummit giving free access to their platform.

And… well, it’s so much, I can’t even remember all the truly awesome things people are doing for each other. Too much to mention, too much to remember.

And it’s not just on Twitter:

Here in Spain, beautiful things happen too.

Each night at 8 or so, the entire town gets out on their balconies and terraces, to applaud our healthcare workers. Just beautiful.

A guy posting a notice near the elevator of his apartment building, saying ‘if you can’t get out of the house, let me know and I’ll get you your groceries’.

Owners of shops donating facemasks and soap and gloves. And more, much much more.

I never knew I’d see it in my lifetime, but for once, it seems like humanity finally realises that we’re all in the same boat, and it’s best if we all row together.

Or maybe that’s just the treehugger in me thinking that, but: damn, folks. You all are doing wonderfully beautiful things for each other.

I love seeing that. Let’s do more of it, yeah?

Like the song says: accentuate the positive.

Be well.

Martin

Values, Experience, USP

When I talk about ‘solving the good egg problem’, meaning: helping good folk sell more because of their values, that means there’s a great many variation in the kind of business that I work with. Ghostwriters, designers, architects, startups, healthcare, web developers and yoga teachers: I’ve worked with all kinds and sizes of businesses.

On the surface, that looks like bad marketing, because if I’m for everyone in general, my marketing would say ‘I’m not for anyone in particular’.

Except I’m not for everyone.

I don’t really think in terms of ‘niche’ or ‘industry’ or ‘demographic’ – what you as a business owner do can be whatever you want – but I can only work with you if and I have shared views on items such as values, integrity, truthfulness… and, the idea of running a business that does something useful.

That’s my ‘niche’ – the psychographic make-up that you and I have, and whether or not we’re aligned in how we see certain things that matter a lot to us. Like values, and stuff.

That’s why I’m for: people who see business and service and money and marketing in a way similar to me: a force for good, to be used strategically and with purpose and intent.

Here’s why this is useful:

Your values, or those that your company embodies, influence the experience your clients have with your business.

When you then lead with those values, in all your marketing and sales efforts, you’ll start to attract the kind of people who seek a provider who has certain values in common with them.

So when I work with clients to grow their business, an important job is to figure out what experience your customers have had, what that says about your values, and how that informs the communication (i.e. marketing and sales) you should be putting out in your messaging.

Because when you have the right values in common, the sale is already half closed, before you even talk to a new customer, because you’ll already have a lot of rapport.

What all this comes down to, is creating a Unique Selling Proposition for your business, that is built to appeal to exactly the kind of person you love working with.

Part of the consulting system I’m rolling out, is figuring out exactly what your USP should be, so if you want to get clear on that – meaning, get clear on what sets you apart from others and why people should do business with you and not those others – feel free to schedule a free 30 minute consultation here.

Cheers,

Martin

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