Renee Hribar [00:00:00]:

All right, quick question. Have you ever thought, I know I'm good at what I do, but if someone asked me today, where should I send people, I'd be like, dun, dun, dun. Because if your answer right now is my calendar, my Instagram bio PDF I made in 2019 that even I forgot about, you are not broken. I was there. I was so there. You're just missing the front door. That's really going to turn the dial for your business. So welcome to the Selling youg Expertise podcast.

Renee Hribar [00:00:40]:

I am Renee Rebar, sales coach for service providers and consultants who are sick and tired of being undervalued and disrespected. I help you package up, sell and deliver your expertise that goes way beyond just replacing your income. Whether you've read my book or you found this podcast somehow, or you've seen one of my talks like the one I did for TedX, I'm glad you're here. Now, let's get on with this episode, shall we? So today I want to talk about a person we're going to call Gina. Gina is not a real person, but if you're a high ticket service provider or a consultant, you might feel personally attacked by how much Gina sounds like you. And by the end of this episode, you'll know exactly how Gina went from great referrals, but inconsistent leads to people warming themselves up before they ever talk to me, using one simple five day email course. Let's go. Here's the shift nobody warned us about.

Renee Hribar [00:01:44]:

Buyers do not want more PDFs. What? I just learned how to do infographics on napkin AI. They don't want. Just book a time with me. Links dropped. Now you've heard me talk about that before. Always give two times. Always give two times.

Renee Hribar [00:02:00]:

What they really want though is guidance and orientation, right? They wanna understand, is this person for me. I mean, can they get that from just one post or one podcast episode? They wanna know, do you get their specific problem? Like, do you understand them? And you know, as a buyer, as everybody is a unique snowflake, right? I am that buyer. I know and I know better. But that's buyer behavior. Buyers also think, do I trust how this person thinks now? That you're gonna need more time than just one flipping post on LinkedIn or a cool reel that goes viral on TikTok. So here's the kicker. You want to figure that out before they ever talk to you, which means your job is not and never has been in my humble opinion. Get them on a call like it's not.

Renee Hribar [00:02:57]:

Get them on A call at all costs. And I know there are tons of companies out there that can promise we'll get you set up with more calls than you can handle. But they aren't qualified. Like, not all calls are created equal. And that's a huge problem if you are a solopreneur or if you only have one or two part time VAs. Because you're the one doing all the calls. You're the salesperson in your business. You do not have time on your account calendar if you still want to, you know, live a life.

Renee Hribar [00:03:25]:

And if you've hung out with me for any length of time, you know that I'm all about freedom. It's not just about the money. The money gets us the freedom. So what is your job? Your job is to let them self qualify before the call. You're like, sure, Renee, good one. Ha ha ha. Hardy har. How do I do that? Well, this is where Gina comes in.

Renee Hribar [00:03:48]:

Meet Gina. Gina is a high ticket service provider. She is smart like you. Experience experienced like you. Referral based mostly. I think like a lot of people that I work with. And you know, it's great getting referrals. You know what that means? It means you're freaking great at what you do.

Renee Hribar [00:04:06]:

You're so good, people will unsolicited refer people to you. That just shows how good you are. The challenge is it's not something you can rely on. We can't forecast referrals unless we have a process in place, which is what I'm talking about today. So Gina helps businesses. Let's talk about her business for a second. She helps businesses make better decisions using data analytics, dashboards, insights, the whole thing. Now, Gina is based on a person that I know, but this is not her real name.

Renee Hribar [00:04:38]:

So I. I can tell you, if you're listening to this, you probably have a very particular set of skills. Like Liam Neeson. Right? So Gina's problem is not lack of expertise or results or even happy clients. Her problem is time. Are you. Are you nodding with me like, yeah, time. When am I gonna do that? That's my favorite question to my clients who have all these ideas, which is great.

Renee Hribar [00:05:04]:

Love ideas. But when are you gonna do that? You and what are me? Because even if we hire 10 people tomorrow, the implementation is gonna eat away at the very little time you already have. So Gina is busy. You're busy. What are you busy doing? Delivering. Right? You're busy delivering on the things you've already sold. You get referrals just like Gina, but every time, at least For Gina, in this case, every time she gets a referral, she thinks, oh, my goodness, I have to do content. Oh my gosh, email marketing funnels.

Renee Hribar [00:05:38]:

And her brain goes to, I'll do that later. But later never comes because that to do item keeps getting kicked down the list and she never gets to it. So Gina's sales system looks like. I hope somebody refers me. Here's the calendar link. I hope you show up to the call and I hope it's a fit. There's a lot of hopes in there. Hopes and dreams are for hope chests, not for real life.

Renee Hribar [00:06:04]:

Because, you know, yeah, sometimes it works. Gina's not broke, she makes money. But the reality is, is most of the time, it's just exhausting. Exhausting. Even just saying this, writing this, sharing this with you now is exhausting. Because I understand, I get it. That is exactly the tail I was chasing for a long time. And again, you've heard me say, you don't need a funnel.

Renee Hribar [00:06:28]:

No, you don't. At first. Like, get yourself established, get your first offer, second offer, Feeling great about delivering it. Timeliness, delegating parts of it, automating other parts, deleting other pieces that don't need to be there anymore. Get that part down. Like, start the wheel and then start to automate. So here's the mindset shift that I want you to steal from me right now. You need a better front door.

Renee Hribar [00:06:55]:

That's it. It's just the front door. It's a front door remake. It's a makeover for your front door. Because for in this case, Gina needed one thing. She needed a short, specific experience that let people that were finding her, whether it was from referral or from the one or two posts she got out each month on LinkedIn or from that one reel that she shared back to her own site. Yeah, that's it. And so enter dun dun dun dun, dun dun dun.

Renee Hribar [00:07:29]:

The five day email course. The crowd goes wild. Here's the framework. I'm gonna break this down day by day for you so that you can steal this framework word for word. Ready? It's the five day authority builder. So here's the framework that Gina used. And you can steal this from me right now. Day zero, the orientation.

Renee Hribar [00:07:50]:

You're going to say, here's what's coming and then here's why it's important to you. And then here's how to use it. This is where trust begins to build up. Then day one, the foundation you're going to teach these principles behind your work. Not so much Tactics or tools, but just how you see their problem differently. Okay, day two, it's really day three. But it's day two, there's a day zero, day one, day two, day three, day four, day fade, day five. So day two, the mistakes call out what they're doing now that it's costing them time, money, and most likely sanity.

Renee Hribar [00:08:35]:

But you're not shaming them, you're just naming the problem. Day three, you lay down your own framework, your step by step approach. Now, a lot of people that have gone through this say, I don't have a step by step approach. I haven't named my frameworks. Oh, we're here to help you do that. Even if it's your last name system that's better than, well, I just do this thing because even if you're reading off the Same playbook that 10 other people are reading off of, you're still doing it just ever so slightly differently, putting your thumbprint on there and that makes it yours. So the framework, that step by step approach that you're sharing, you're not giving them tutorials on how to do everything. You're simply sharing with them what needs to get done.

Renee Hribar [00:09:22]:

So you'll say to them, here's what you do, here's why it's important to you and here's what you should watch out for. And they're going to say, oh, there is a method here. I can do this better or there is a better way. Right. Okay. So you can see that day three is a pivotal day. Day four, it's what we call the upgrade. What changes when this is done? Well, this new process, this new method, this new system, what becomes easier for the reader, what becomes possible for them now that they can do this in a new way.

Renee Hribar [00:10:00]:

So you're starting to open up their minds. If you're in the marketing world, you're in a future pace. Here's day five, the final email. And it's all about the path forward. And you're going to give them two paths. Hey, listen, you now know what to do. You're aware of how I think and how this could help and the things that could be easier and the things that are possible. And now there's two paths forward.

Renee Hribar [00:10:23]:

Diy. Keep learning. Or I can work with you. And then of course, it's a very natural next step to book a call, but not with some stranger, like a blind date. I've seen that too many times. It never ends well. But instead, instead it's a person who's aware of their own problems. They're aware of your processes and systems, at least to a certain extent.

Renee Hribar [00:10:49]:

And then they're also aware that you are trustworthy, authoritative person who can guide them where they want to go. And now this call is just about figuring out what that picture looks like. So now let's walk through what this could look like for you. So I talk to a lot of people all the time, right? I'm an extra, extra extrovert. So let's say you meet somebody on Alignable, right? I know that's super popular. Or pick your own networking place that you go. But ultimately, Alignable is great at networking. They're great at matching people up.

Renee Hribar [00:11:22]:

And it's all virtual, so you could literally do it from anywhere. You can never leave your house and meet all kinds of people, have all kinds of leads. So for this scenario, we're going to call you Laura. Laura's unalignable. Laura goes through your five day email course. So she meets you on Alignable and then she goes through your five day email course, which is a free gift that you're giving people. She replies to two of your emails. Hmm, I love that about this.

Renee Hribar [00:11:49]:

She fills out a short assessment. Yeah, now we're really cooking with oil. By the time Laura books a call, you already know what's broken in her business, what Laura has already tried and what actually matters to her in a bigger sense, not just with the thing that you could help her with and that helps you get her where she wants to go. So that call that she books with you, it's not a discovery call, it's definitely not a convincing call. It, it's alignment. That's the goal. You're aligning with the right people who see you as the authority that you are. And it's through a five day email course, which means you write it once and it just works all the time.

Renee Hribar [00:12:30]:

So anytime you publish a post, that's your call to action. Anytime you're on a podcast, that's your call to action. If you are on a summit, that's your call to action. Because it is a free gift. It also allows you to educate and indoctrinate the people who go through it. That is my four mile markers in reality, right? Proximity. They found you reason to reach out. They signed up education through the five day email course, indoctrination by the end.

Renee Hribar [00:12:59]:

And once you're on the call, you just met all four mile markers to allow anybody to say yes to anything. So let's, let's talk about scripts for a second. Let's talk about getting this underway. Let's say you get create this five day email sequence. You steal every single day that I just gave you. That five day authority builder framework that I just walked you through. If you didn't catch it, back it up, rewind, listen again, get it out, put it out there because here it is. Let's say you're not even posting anything.

Renee Hribar [00:13:33]:

Let's say you just communicate with some people that you meet along the way through business. You know, you get their business card, they get yours and you have their email. Maybe it's just your Gmail. You don't even have a G. You don't even have a Google workspace. Let's say that's okay. You still have a good business, right? But you want to make it a little more, a little more consistent and reliable and sustainable. So you could send let's say three or four people that you got a business card from at your last BNI meeting.

Renee Hribar [00:13:57]:

You could say, hey, I've been thinking about our conversation around whatever you talked about. I put together a short five day course on specific outcome. It's designed for people who are just like them. Want the link Easy button. That's it. You could send this is one of my famous three sentence emails with a question as the last sentence and that's it. Isn't that awesome? And you just let it go. I mean you could also do a broadcast here, but ultimately easy button.

Renee Hribar [00:14:29]:

Let's get this going right? Here's another example. For this one, we'll call her Rebecca P S. That was the name of my fake ID when I was 16. Rebecca Murphy. Never say this again. She is a Rebecca in this story is a fractional cmo. She was invited by one of her existing clients to host a breakout session at their annual company retreat. She used her five day email course as the call to action after her session so they could start to implement some of the strategies that she laid down during her breakout session Inside of her free five day email course.

Renee Hribar [00:15:04]:

She led every single one of those subscribers towards a paid 12 week marketing mastery series delivered by, you guessed it, email. It required her to do zero extra work. She sold about a dozen of them for $497 each. A 12 week program. Do that math. It's like almost 6k. She didn't promote it, she just used it as the thing the audience could get for free after they heard her breakout session. Oh, you know what I'm saying, Like this is getting exciting.

Renee Hribar [00:15:37]:

I got another example. This one's a podcast producer and this time of year, she is flooded with leads who want to launch a podcast. Which is great, except most of those leads have no idea what that actually involves. And she's usually one that has to break it to them and tell them that their dream that they had of doing, doing in, you know, 10 seconds is actually gonna cost him 10 grand and six months. So obviously she doesn't like crushing dreams. She's a very big hearted, kind person. She wants to help people, but she. And she hates to be the bearer of bad news, but she needs people to understand, to be educated.

Renee Hribar [00:16:17]:

And that's okay. It's not their fault. They're not dumb. They just never launched a podcast before. And so as opposed to her going on and on about it, this is what she did. She found herself getting on calls, you know, that were booked. Like, again, they're realizing they weren't qualified and she was teaching them on the call. So, like, one at a time, like mini private masterclasses, but with no real revenue.

Renee Hribar [00:16:44]:

Yuck. So we planned a marketing campaign to target the people that were in her audience that we believed would really benefit from this five day email course. We're giving it away for free. Podcasting 101. We used the bone of a one hour live workshop that she had hosted a month earlier. She loved hosting this workshop, but it was just not something she could sustainably do every single month. I mean, it's great. Live workshops are fantastic.

Renee Hribar [00:17:12]:

I love them too, but it is not for the week of art and she's already so busy. So she had half as many discovery calls the month we started this campaign, but she closed all of them for her podcast launch package. Yeah, that is real revenue. But the best part is she felt more aligned with these newest clients than she had ever felt before. I mean, you know that feeling when you get a payment and a heavy dread hangs over your heart because, you know, you feel like an order taker? You're like, this one's gonna be tough. It's an uphill battle because this five day email course builds aligned, respectful clients. Right? Like, let's be clear though. This is not an email blast.

Renee Hribar [00:18:00]:

This is not some nurture sequence full of things they could find on your website. And it's definitely not a. Hey, just checking in since we met at the whatever, alignable bni, you know, breakout session that I did. No, this is authority delivered in small, specific doses. Your expertise, your solutions, full alignment. So I have a challenge for you. Ready for your challenge of the week? Okay, number one, write one sentence, fill in the blanks. I help who get results without pain, without this particular pain.

Renee Hribar [00:18:39]:

So I help women experts sell their expertise without selling their soul, without selling their time for nothing. So that could be an example. Right. Okay, we're just going to refocus on who we help then. Number two, list five things you constantly explain to them, to the people that you talk to, to the people that you have as clients, the people that you meet around town. What are five things you constantly are explaining? Number three, pick one of those. And that's your email course topic. Mm.

Renee Hribar [00:19:16]:

You have the framework. I laid it out. That's exactly what goes into every single email from day zero to day one, day two, day three, day four, and day five. So it's really six emails. Right. There's no PDFs, there's no attachments, there was no web. You don't. You're not even taking them to a web page.

Renee Hribar [00:19:35]:

The only call to action is book a call. But by the time they do, they're more ready, they're prepared, they're aligned. So if you want help building this without duct taping together tech at midnight, get on my email list and guess what? You'll go through my five day email course. You probably have gone through it. It's not new. I've had it for a long time. Over 50,000 people have gone through it. It's phenomenal.

Renee Hribar [00:20:01]:

I love it. So if you want more of this, plus how to build this yourself and get the other systems that go along with this, go to askmecoach.com that's a s k m e c o a c dash h dot com. See you next week.