Every week as SmallBizLady, I conduct interviews with experts on my Twitter talk show #SmallBizChat. The show takes place every Wednesday on Twitter from 8-9 pm ET. This is excerpted from my recent interview with Che Brown. Che is the master of neuro-linguistic sales and writing copy that hypnotizes the reader and moves them to action. He has coached entrepreneurs to sales of over $400 million. He eats, sleeps, and lives sales. As the Sales Cardiologist, Che knows sales is the life-blood of any company and helps build 7-figure sales teams for small business owners. For more information, visit: www.BIGTicketSalesCamp.com
SmallBizLady: WHAT ARE 3 WAYS TO ELEVATE YOUR SALES RESULTS?
Che Brown: 3 ways to elevate your sales results:
1) Inner game – your mindset
2) Outer game – the how-to’s of selling
3) Action – doing what you know to do
SmallBizLady: WHAT IS THE BIGGEST CHALLENGE FACING SMALL BUSINESS OWNERS TODAY?
Che Brown: The ability to prospect. Which means finding people who have a problem and sharing how you solve it. Small business owners need a pipeline of qualified prospects.
SmallBizLady: EXPLAIN HOW SMALL BUSINESS OWNERS CAN INCREASE REVENUE.
Che Brown: Small business owners should write this down in their notes: people will pay you today if you help them solve a problem today. We are in the people solving business. Don’t focus on selling – focus on solving problems.
SmallBizLady: WHAT ARE THE KEY SYSTEMS EVERY BUSINESS OWNER NEEDS TO BE SUCCESSFUL?
Che Brown: I am going to start off the same way. First, every small biz needs a lead generation system. The second key is an appointment setting system which is a way to talk to people who have a problem. And third, a lead conversion system which is converting non buyers into buyers.
SmallBizLady: WHAT HAS BEEN YOUR BIGGEST CHALLENGE?
Che Brown: My biggest challenge was finding profit partners instead of power partners. Profit partners are business owners that you can help grow their business without being paid – yes, you focus on the profit partner’s success instead of your own.
SmallBizLady: WHAT IS YOUR BIGGEST SUCCESS IN BIZ?
Che Brown: Let me share a story of my client, let’s call her Karen. Karen had a resistance to selling. Imagine a biz owner not wanting to sell. I told Karen to say each day “selling equals service” and focus on serving not selling. That caused a breakthrough in her biz where she went from earning less than $3k a month to over $7k each month.
SmallBizLady: WHAT IS THE ONE SKILL EVERY SMALL BIZ OWNER MUST LEARN?
Che Brown: Small biz owners need to understand that their “words can make them rich.” Which means to get better at what they say, when they say it and how they say it. My point? Focus on language patterns and connecting with the client to truly understand their needs.
SmallBizLady: IS THEIR A DIFFERENCE BETWEEN CLIENT NEED AND WANT?
Che Brown: Yes. A huge difference. We are taught to focus on a want or need – the client could need to lose weight or want to lose weight but not take action. However, if you focus on the desire, the client will find a way to change their situation with your solution. The key is finding the clients desire.
SmallBizLady: WHO ARE YOUR MENTORS IN THE INDUSTRY?
Che Brown: One of my many mentors who had a profound impact on my life is Jim Rohn who is no longer with us. He said, “Don’t wish it was easier just wish you were better” and “Don’t wish for less problems wish for more skill”. I quickly put my effort into improving my sale skills.
SmallBizLady: HOW DID YOU GET INTO THIS PROFESSION OF SALES TRAINING?
Che Brown: Life before being a small biz owner – worked for two jobs my entire career, got laid off March 31, 2004, started my biz, lost my home, went through a divorce, raised my two sons, filed bankruptcy, had my car repossessed – then finally heard one idea: “selling is a learned skill” and I committed to teaching others how to sell so they could fund their passion and change lives.
SmallBizLady: WHAT ADVICE WOULD YOU GIVE YOURSELF 12 YEARS AGO?
Che Brown: Focus on 3 areas with energy and effort:
1) Attract – got to attract people with a problem;
2) Engage – got to consistently interact with clients on the best solutions for their problems; and
3) Convert – got to close the deal and use skills that don’t come across as pushy, arm-twisting, or like a used car salesperson – instead sell from a place of honesty, integrity and compassion.
SmallBizLady: FINAL COMMENTS TO HELP SMALL BIZ OWNERS INCREASE THEIR INCOME?
Che Brown: Keep it simple – do these three things each day and you impact lives, inspire people and increase your income.
1) Stay humble – always come from a place of service;
2) Remain hungry for knowledge, constant improvement and never ending learning; and
3) Always hustle to give your best every moment of every day and I promise you success, happiness and increased income because the best is yet to come.
If you found this interview helpful, join us on Wednesdays 8-9 pm ET; follow @SmallBizChat on Twitter.
Here’s how to participate in #SmallBizChat: http://bit.ly/1hZeIlz
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