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hello I'd like to welcome you to this presentation and what I'm going to try to teach you today is the psychology and the methodology behind making a sale now what I've done with this is I'm going to do this for what is a SAS solution um a SAS solution is a service as a solution if you don't really know and basically this is going to be for a sales based SAS solution which is where it's going to be a B2B sale um but I'm gonna I'm I'm using this example because SAS Solutions are quite hard to sell um so obviously if you're you know a lady could switch off now oh man I don't really sell that type of product I'm gonna like go through and make this kind of generalized but I'm using the SAS solution because you have to have all the the functionality within to sell a SAS solution so you know if you don't sell SAS doesn't matter you can still look at the principles behind what you know we are selling here so we really have to understand with sales is sales start with someone really realizing they have to buy something and what basically happens in their head is they create shopping list as it were um and they have well conscious and unconscious conditions that have to be filled before they will uh buy um like at the moment you're actually I don't know if you've ever had this you're walking on a road you have the aha moment say you're out shopping and all of a sudden you decide if you're going to buy that and it's basically just the conditions have been fulfilled and you will then go and purchase um so for example you have conscious decision does this product solve my problem so you know say like you had a blocked drain and you were out you're in like some type of hardware store or something and you've you know there's a number of tools you could use to uh uh unblock a train and be find the one that can do it bang that solves your problems you'll go and buy that this is really really important um conscious decision where will this product put me when where I want to in the future um well sorry will this product put this where I want to be in the future so if you look at the drain thing will it unblock your drain yes well you could look at it like clothing um I need a suit for a job interview um will this suit serve me well in that job interview I kind of see what I mean people usually actually buy stuff and the majority stuff is bought for what is the future projection on it um so you know whenever you're creating a sales funnel or anything like that you have to constantly sit there and say in the future if you buy this product this is what it will do for you um does this product fit my requirements requirements slightly different from problems that could be technical based uh requirements um do I know how to use this product the this is a very very important base one with um people tend to go with products that they know how to use even though that meth you know I was saying you can't teach a an old dog new tricks because old dogs like to use the same methodology that they've been using for ages so do I know how to use this product you then have unconscious conditions unconscious conditions can totally override conscious decisions conditions so like you can have a conscious condition like do I have the money right there's loads of conscious conditions um but these are social verification based uh the majority of them so like social verification is an unconscious condition is this product popular and highly regarded um another social base one is this product accepted by the social social group that I'm part of um will this product increase my social standing these can totally override the conscious conditions this way you get people who you know they end up you know very serious trouble with debt because they've gone out and bought too much designer clothing because they look at it they're going by designer clothing it increases their social standing it's acceptable by the social group that they want to be part of um and the social verification is popular you know it matches all of these things so they can't buy it without you know an override the conscious condition of do I have the money and this is very very important you know social verification when we're creating sales funnels is very important so we now have um we kind of understand the conscious decisions here uh that have to be fulfilled we now have to really understand the positioning and how to achieve this um you have reciprocity obviously products sorry um if you give someone a small gift they will reciprocate the favor so this is why like you have free trials for products you have free samples you know like I mean there was a supermarket down the road where I was in and it they were giving away these like onion thing like this um you know basically like this and you need like stuff on there and it was really nice and everyone went in and they then went and bought a jar of it in there you know they never sold this stuff in the supermarket full but because they were given like a biscuit with it on first of all when they came in they thought oh yeah I'll go and buy this I've just got one free and that really works with anything if you give someone something free they'll more than likely buy off you you then have authority and you have to position yourself as an authority you do this via case studies or association with bigger Brands qualifications Etc um and I don't know if you've got loads of SAS Solutions and stuff like that when they sell themselves they will sit there and say as used by all of these big Brands what they usually do is just go and get some type of like little trial with someone at that brand um you know the person may not even you know the big company may not even really use it properly but they just want the logo on the site um because then people look at that and they think well if they use it we're going to use it likability do we like the people we're buying from um if you can give reciprocity uh to someone then they'll start to like you and if you agree with them um that helps so you then have scarcity can you make your product appear to be rare uh you know this waste it'll say Limited stock stuff like this and we're running out it's very very important um we then want to go through is an incremental process and this is the engagement period and this is always to do with the conditions as well say you go into a Starbucks you can go and buy a cup of tea or coffee whatever that can be done in five minutes because it's quite easy to fulfill the conditions at the top whereas say like you were buying a car or something um or buying a dog or whatever you have to go through an incremental process um so say like stage one you'd have some type of free trial stage two is typically a learning based phase um stage three a free consultation say four four working version limited time stage five purchase to say like we were going to look at um uh the sale of a car we would have the learning phase you go to a car showroom and the the car salesperson is going to be showing you around and they will be teaching you about the cars and that is also part of a free consultation that they're really going to be doing to to help you buy the the car right they kind of know that you're not going to purchase on the first time index of car is a big purchase it's a long engagement period you're going to be going around a number of places so the car salesperson has got to ensure that they engage with the person teach them better than the other place and you then have a say the full working version limited time that would be going for a test drive then you go for purchase and this incremental process um you have with most products of some degree to say going you're going and buying a new pair of trousers you go into the shop you the shop uh sales person comes up to you you have the learning phase where you learn about the products um you know what sizes you have in here is this product waterproof whatever you know whatever you're trying to get and that is free consultation um you get the full working version you try on but it's limited time you're only you know because you can't run out the shop with it you then purchase but can you see how it's incremental that's what you need to achieve with sales funnels we then um what I also want to do I'm going to quickly talk about landing pages here um what the whole idea of what I'm going to talk very very quickly about making a landing page um they're a lot I've done bigger courses on how to do landing pages landing pages have got to be very very simple do not listen to advertising people when it comes to landing pages their landing pages are awful they'll sit there and they'll say something like you want to have a tagline on there you know like um you know when the taglines that you can't really remember and I can't remember one off the top of my head anyway because no one cares about them I'm not sure if you're aware of this statistic but 89 of all advertising has zero in zero impact seven percent if you've negatively four percent is viewed positively if you want to make a landing page very simple that people will um actually opt in with um you only have to do this well I'm going to show you how to build out personas in a little bit I wasn't too sure when I would put the landing page bit in well kind of maybe I'll put this in a little bit early but you basically have to say dear Persona name because we're going to I'm going to show you how you create personas you then need a micro agreement question which is do you have this problem what you always need to be doing when you're creating content for sales funnels is keep asking questions to people that they you know they're going to say yes to that's micro agreement and you keep keep them saying yes throughout the the duration of the sales process right you then position yourself to write a few sentences about why you're an authority on the subject you then handle the objections and then you do the call to action uh okay I'm going to show you how can you do all this part now when you're building out a sales funnel you need to have done what is called Persona research and Persona research is basically where you um identify your audience you'd identify your customers and you can create fictional personas of segments of your audience right um and you do this via a questionnaire survey whatever you want to call it that is in two parts you have the quantitative questions which are basically um assessing the demographic um who is buying from you and you're really identifying the quantities in that demographic so for SAS solution you have what is your job title where are you located are you an end user because a lot of people who are signing up to your trial on end users but they may be decision makers so you also have are you the final decision maker how often will you use the platform where will you use a platform what features do you use and then try and assess their prior knowledge level we don't have the qualitative questions which are basically subjective to do with who the person is the main question you have to ask is what problems does our platform solve for you and that is any product because it used to be selling coaching whatever what problems does our platform solve for you you then have what objections were raised during the buying process now you can now see why when we were creating the landing pages you need these two bits those two bits of information because you obviously put them on the landing page so on the landing page you could have you know dear Persona I see I'll do an example when we get there when we get there um but you need to know the objections so say like I mean I've just done a very large uh sales funnel based acquisition system for a fitness app and in the fitness app we are targeting uh women who are looking to lose weight um to get them to use it one of their objections are is this a beginner's course so when we create the landing page we sit there and say are you looking to lose weight this is a beginner's course and that may sound slightly super good to have it in there because then the person said like yeah I am looking to lose weight oh this is a beginner's course excellent or this is suitable for beginners excellent I can do it okay because you need to keep those micro agreements happening so that then they'll buy off you so with a SAT solution what we're doing and this is why I'm I'm using a fast solution as an example is when you have a SAT solution this is really with any product you need to get them up to minimum operator level when you do SAS Solutions but any products you really want them to like the minimum operator for your product whatever it is so then they're knowledgeable about the products and if they're knowledgeable about your products they will sell it to other people for you you don't mean like you know you've always got like your mate that knows loads about trainers and you'll know a certain about Brad which if you sit around and say yeah I'm thinking about getting this wrong I'll be like yeah you want to get this model you know what I mean and you need to get every single person knowledgeable about your product so that they will then go and sell it for you so with a SAS solution you ask what are the first five things that you learned how to use is you need to get them to minimum operator level when they're up minimum operator level they will then sell the product into the company for you so you then write those down because the first five things that you learn how to use you are going to put that into the sales funnel yeah that's obvious questions like what features you want to add if that's for your future research um how did you learn how to use a platform you want to see if they learn from your resources or if they learn from an influencer because if they learn from an influencer you're then going to go and buy advertising off of them did and you also asked did anyone influence your decision during the buying process when did you become aware you needed a new SAS are you how are you getting the system set up what type of ongoing customer support question uh support do you need so when you actually go and make these you then go and turn these into personas right I'm not going to show you how to do that now but you basically all the information so you then segment them and you would then create the personas because when you do sales funnels online and you do any targeting you'll Target a Persona with the problem do not make generic sales funnels right if anyone sits and says that they're making a generic sales funnel don't do that right um You can and sometimes make Evergreen ones um they're quite difficult because basically everyone by loads of people may buy the same product for a different reason and what you are doing when you are doing um sales funnels like this is you are targeting a person and you are targeting the problem because other people will have buy things for different problems this is an example I did a big uh protein powder um sales funnels um and it's totally different targeting you target the guys trying to bulk up using protein powder you then have endurance athletes buying protein powder you have the oaps wine coating powder because they don't want them it's a stop muscle degeneration the endurance guys they're doing it to repair muscles after heavy endurance so you will ask different questions you sit there and say you know are you looking to repair muscles after endurance training when you target the endurance people with the oips are you looking to find protein to stop muscle degeneration and you create the sales funnels like that and you target asking them the question because you want the micro agreement and you then push them into the sales funnel so as we can see for a SAS solution what we have is we have the personas we have Sam the sales person who is an end user he's not a decision maker he's involved with the end decision he isn't the overall decision maker because he works there that's going to be made by the CEO but can you see how we've I've built these up okay and I've built these up from the information from the quantitative and quality of information that I sourced during early okay we didn't have time to technical now he's going to sign up for a demo because he's going to integrate the SAS solution with the back office you're going to have Carla the CEO she's signing up because she's going to pay for it but she isn't an end user but she's again decision maker but you are going to Market to her because she is gonna do that you then have Fred the CFO he is the financial guy um he's not going to use it but he's going to check that it's within budget what you now do is you start producing the content right so with Sam the sales person you are going to have to teach him how basically how to use it so he how he comes to um become a minimum operator right so you have a tutorial showing the these are going to be the content assets right type content and asset so you have knowledge problem tutorial showing how to overcome sales based problem you have technical content that you're going to send to technical documents dealing with how it works value content sales based content but you all you're also going to have to get to incentivize in performing actions like the car sales person when the car salesperson gets them to go for a test drive you have got to get a selling a SAS solution you've got to find the top five um uh features that they use first of all and you are going to teach him incrementally how to do this so you teach him like one of those features every day you do not try and get someone don't send through like massive well you are going to send through massive videos but with 80 of the popular because what you have is you've got the 20 80 rule 20 percent of the people that sign up to your demos will buy there and then they don't have to be uh incrementally um sorry to 80 percent won't know 80 you have to incrementally teach them so when you and I'm going to show you how to do this um in the uh later on I just wanted to be aware of it now with one group he was sent through a big webinar that's half an hour 45 minutes long that will teach them the five things with the other group you split like have little videos that you send through each day okay to get them to perform the actions and this is basically why I've chosen a SAS solution because a SAS solution has a load more actions that you've got to get someone to perform as opposed to say you know a close your close-up you just gotta get the person to try it on um you know a SAS solution you have to split it all down so with Tom the technical he's not an end user but he's going to integrate it so you you basically get him to perform actions that are technical base so you send him through tutorials showing how to overcome the technical problem you're going to send through action-based videos which is you know getting him to do an API test you then have social proof which is case study try the customers I've also put down here so status and you have kyc and AML in some regulated in Industries you uh have to get them to perform kyc and I can know your customer 19 money laundering league so what would it be for say Carla the CEO and for the CFO they're not end users what you basically are going to do is you're going to show case studies so with Carla you show case study other Blue Chip companies and that success no product you see what I mean because that is giving them the social verification um the action is really stuff like free consultation because you want her involved you want her talking to you um social proof again case studies and you do that for through the CFO you'd also send him through like pricing stuff like this you will also be making up other content and you'll need a 20 to 40 minute webinar then you might have offer content which is a sales pitch and if you're going to a value sales letter you can do that right and what we now have to look at and this is the hard part we look at what is called the state change and the state changes how you sell to someone what you basically are looking at is you are looking at their state before when they buy before that they buy and then after when they have purchased so knowledge wise Sam the salesperson he has minimum sales CRM knowledge he will buy if he understands the basic basic operations understanding understanding of what okay so these are features understanding of why you use the sales pipeline understanding of how you create leads if he's seeing business verification trust pilot reviews and you then have the minimum operator level that you've got to get into added a client to the system move the client through the pipeline completed the testicle these were ones that I just kind of like you know actions that are kind of made up if I well this is actually based on our like SAS solutions that I did sell but I've just kind of like added a few bits for this tutorial then the state change you have the state change the same with Tom the technical then the state change with Carla the CEO these are all verifications and these are all case studies because you're selling to her on a social verification based she isn't an end user but she is the decision maker and then you have the same with um Fred the CFO right so now we now know how you build out the sales funnel right um we have to put all of those components into sales funnels that we are going to push these people through so with the lead generation we can make up a webinar page opt-in for a free consultation a free 10-day sales course and we use the information that we have up there you know that we set up the landing page like that dear Persona name the micro agreement question you know do you have a sales do you want to increase your sales and they'll say yes position yourself we are a leading Authority on sales by our leading software our award-winning software then you could handle with the objection say the objection to the sale is it um the software is too complicated to use this software is ideal for beginners up to experts do you kind of see how what I mean by that so you handle the objection on the same on the landing page because you want the person there's going to be a lot more objections but you want it so that when the person comes in you know you've dealt with a lot of them um so what you basically do is you look at the state change Within that you've created there so you create these all lead Generations that you would put these on Facebook or whatever or LinkedIn as your lead magnets and you would get people to opt in you know 10 free Day sales challenge 10 free day course one month free course Etc then on the first day you send through three emails a welcome email then you send through a webinar 20 to 40 minutes that has every single thing within the video in the video that like it would teach them a how to get to minimum operator level it will show case studies everything like that because that is for the 20 of people that will buy there there and then that don't need incremental sales right for the other people which is the 80 you do like a lead generation video but you set them up with a free trial and then what you're going to do is you're incrementally going to move them like a little video each day hey here's how you add a client to the system this is what you do when you're generating a lead here is how you um move the client down the pipeline and then on day three you have account manager intro then you have change status of lead to client you don't mean and this is all going to sound the sales case study return on investment then do you want a free consultation uh case study kyc check you know these are all features that you have to get them to learn um then you then send out an email here's a follow-up call how to convert leads and then on the last day you send through an offer based email and you do the same for each Persona that you are marketing to and you do them highly targeted can you see how I got that so Tom the technical you do API tests because he's not an end user he's not using the sales feature on there he's basically just using the back end to integrate with Carla she's not using the tool so all you do is you send through knowledge based emails case studies so that she will buy by social verification do you kind of see what I mean so then she's going to say that everyone else is using this I want to use it um and that's pretty much the same for Fred however you would also send through the pricing and stuff like that so he realizes it it's in the price range and this is basically how you build out a that basically the whole psychology behind it um for building out sales pipelines sales funnels and the email side okay if you have any questions on that just drop me a message all right