35 min
Creating A Powerful Call To Action - PTC398 Podcast Talent Coach
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- Technology
What do you want your listener to do when the episode is over? That is your call to action.
Your goal may be to sell your product or service, get listeners to sign up for your webinar or simply grow your audience. Maybe you want your listener to support your cause, or visit your guests website.
Before you begin to record your episode, you need to decide the outcome. What will your listener do when the episode is over?
Begin with the end in mind.
SELLING
Some podcasters will tell me they are selling anything. They don't believe they are selling, because they aren't directing people to a sales opportunity like a sales page or coaching session.
If you are trying to get your listener to take action, you are selling.
When I was little, my brother and I would go to the grocery store with my mom. As gradeschoolers, you can imagine how bored we would get walking up and down the aisles.
It didn't take long before Keith and I would tell mom we were going to find the toys while she shopped for flour and cans of corn.
Grocery stores never had many toys. But, we would always find something we liked and wanted.
We would return to mom and sell her on the idea why buying us the Silly Putty made total sense. Keith and I would offer to clean our room, or not ask for anything else for the next month. We were always making a deal.
Sometimes it work. Other times it didn't. Either way, we were selling.
If you are trying to get someone to take action, you are selling.
SELLING IS EASY
Joe Polish, founder of the Genius Network, once said great marketing makes selling easy and unnecessary.
I completely agree.
Selling is comprised of four steps.
Step one of selling is building rapport with your prospect. You need to create some sort of relationship so the buyer believes you have their best interest at heart. This step represents roughly 40% of the selling process.
Once you've build a bit of a relationship, step two is qualifying your prospect. During this step, you make sure you are right for your prospect and your prospect is right for you.
As you are qualifying your prospect, you are making sure you can solve your prospect's problem. This step is roughly 30% of the process.
Many people rush these first two steps. This is the foundation of all selling. Spend 70% of your time ensuring these two steps are done properly. When you do, selling will be easy.
Step three is educating your prospect on your solution. This is where too many people begin. They jump right in telling people how their course or coaching or solution is the best.
This step doesn't work, because they haven't spent enough time on steps one and two. They haven't build the foundation. This step should only represent about 20% of the selling process.
That leaves step four, which is closing the sale. If you've done the process correctly, this short step should simply involve asking the prospect if they would like to move forward. This is only 10% of the selling process.
I HATE SELLING
Many people hate selling, because they rush to steps three and four. They've build no rapport and they haven't qualified their prospect.
Do you like making friends? Of course, you do. We all like it when people like us.
That's step one. Just make friends. Talk about their goals and dreams.
Coaches tell me they want to grow their audience, so they can attract their ideal clients to their business. Maybe they want to leave their 9-to-5 and build a business of their own.
As we talk, they dream. Spend plenty of time building rapport with your prospect. Slow down.
During this step, you'll discover what they value. You will see where their priorities lie. They will also tell you what they are trying to accomplish and where they are struggling.
Let them talk. Don't sell. Just build rapport.
QUALIFY
Once you have a solid understanding of their situation, begin discussing her struggles, challenges and problems. What has she tried that has worked and what hasn't worked.
By discussing
What do you want your listener to do when the episode is over? That is your call to action.
Your goal may be to sell your product or service, get listeners to sign up for your webinar or simply grow your audience. Maybe you want your listener to support your cause, or visit your guests website.
Before you begin to record your episode, you need to decide the outcome. What will your listener do when the episode is over?
Begin with the end in mind.
SELLING
Some podcasters will tell me they are selling anything. They don't believe they are selling, because they aren't directing people to a sales opportunity like a sales page or coaching session.
If you are trying to get your listener to take action, you are selling.
When I was little, my brother and I would go to the grocery store with my mom. As gradeschoolers, you can imagine how bored we would get walking up and down the aisles.
It didn't take long before Keith and I would tell mom we were going to find the toys while she shopped for flour and cans of corn.
Grocery stores never had many toys. But, we would always find something we liked and wanted.
We would return to mom and sell her on the idea why buying us the Silly Putty made total sense. Keith and I would offer to clean our room, or not ask for anything else for the next month. We were always making a deal.
Sometimes it work. Other times it didn't. Either way, we were selling.
If you are trying to get someone to take action, you are selling.
SELLING IS EASY
Joe Polish, founder of the Genius Network, once said great marketing makes selling easy and unnecessary.
I completely agree.
Selling is comprised of four steps.
Step one of selling is building rapport with your prospect. You need to create some sort of relationship so the buyer believes you have their best interest at heart. This step represents roughly 40% of the selling process.
Once you've build a bit of a relationship, step two is qualifying your prospect. During this step, you make sure you are right for your prospect and your prospect is right for you.
As you are qualifying your prospect, you are making sure you can solve your prospect's problem. This step is roughly 30% of the process.
Many people rush these first two steps. This is the foundation of all selling. Spend 70% of your time ensuring these two steps are done properly. When you do, selling will be easy.
Step three is educating your prospect on your solution. This is where too many people begin. They jump right in telling people how their course or coaching or solution is the best.
This step doesn't work, because they haven't spent enough time on steps one and two. They haven't build the foundation. This step should only represent about 20% of the selling process.
That leaves step four, which is closing the sale. If you've done the process correctly, this short step should simply involve asking the prospect if they would like to move forward. This is only 10% of the selling process.
I HATE SELLING
Many people hate selling, because they rush to steps three and four. They've build no rapport and they haven't qualified their prospect.
Do you like making friends? Of course, you do. We all like it when people like us.
That's step one. Just make friends. Talk about their goals and dreams.
Coaches tell me they want to grow their audience, so they can attract their ideal clients to their business. Maybe they want to leave their 9-to-5 and build a business of their own.
As we talk, they dream. Spend plenty of time building rapport with your prospect. Slow down.
During this step, you'll discover what they value. You will see where their priorities lie. They will also tell you what they are trying to accomplish and where they are struggling.
Let them talk. Don't sell. Just build rapport.
QUALIFY
Once you have a solid understanding of their situation, begin discussing her struggles, challenges and problems. What has she tried that has worked and what hasn't worked.
By discussing
35 min