MYTH: Getting prospects to buy your product is the hardest part of sales

What do a cup of coffee while the house is still asleep and the “Congrats! You’ve made a sale!” email have in common?

Besides being absolutely electric and worth living for…

They are both a fleeting moment of joy before the real work begins.

Let me tell you a story about something called The Second Sell. 

I recently signed up my son for Dojo. I’m almost certain it’s exactly like karate? When you’re 4, it actually doesn’t matter what name you give the sport - “chaos” is what they all should be called.

Start to finish, the sales process of signing him up was brilliant. 

From the first call to the studio to schedule our trial class, to the personalized video (??!!!) the coach sent so that my son would feel comfortable on his first afternoon there - it was incredible. 

I couldn’t wait to sign him up!

This would surely be such a fun activity!

We haven’t been in 2 straight weeks.

The first sell was signing up. The Second Sell is actually making it to class.

Buyers are not necessarily believers. 

Before you fire up Gaslighter by the Dixie Chicks, I KNOW it’s not their fault we haven’t gone! It’s 100000% mine.

I’ll sell myself on taking him, like the Salesgirl I am, and we’ll be back on the mat tonight. 

The thing is, you don’t HAVE to sell anyone on attending the live webinar after they sign up*, or joining the calls inside the membership or coming to barre class when they join your gym or cleaning the handmade jewelry the proper way.

BUT, mastering The Second Sell is what will set you apart in your industry.

Which scenario would be more impactful?

My $100 per month, but we don’t attend so they don’t have to see or speak to us. Easy money, you could say.  

OR

My $100 per month + a totally bought in mom whose son attends class, so he is making amazing progress and thus I sing their praises at work and at home and at church and on Instagram. Now 3 of my BFF’s are bringing their kids. 

It can be really exciting to have a huge number of people sign up for your thing. I really, really hope that they do.

AND I hope that you pursue transformations over transactions.

Selling long after the “Congrats! You’ve made a sale!” email is a good way to have more than your fair share of both.

Xo, The Salesgirls

*As many of you likely do, we have entire email sequences dedicated to getting people to show up to a live sales event after they’d registered. If you’re interested in looking at an old one from the archives, reply to this email and I’ll send it your way.