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Extract The Deeper Meaning In Your Sales Meetings, with Erik J. Olson


Episode #1313

One of the things that we recently realized in our sales meetings with potential clients is that sometimes the decision maker brings other staff into the discussion so that they can hear firsthand what’s about to happen or what we are discussing. In this episode, Erik shares why you only invite the people that should be there in a sales meeting.

August 20, 2022

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Episode Transcript

Erik J. Olson (00:01):

In a sales meeting only invite the people that should be there. What is happening? This is Erik J. Olson. One of the things that we realized recently in our sales meetings with potential clients is that sometimes the decision maker brings other staff to the meeting so that they can hear firsthand what’s about to happen or what we are discussing. Now, at one of these meetings in particular, we are going to ask our prospective clients a whole series of questions. We have a questionnaires about 45 minutes along in order to ask all the questions and get the answers properly. Sometimes 60 minutes. And some of these questions are tough. And what I mean by tough is personal in nature, financial in nature, we are gonna ask the tough questions of our perspective clients to figure out what is going on in their heads, what they actually like, what pain they’re feeling and why we ask them to identify why, why is this happening?

And then also what outcome they envision for the future and in particular for themselves, not just for the company, right? So like most of the times when you meet with a marketing agency like us, they’re like, oh, you’re S basically I wanna, I wanna oversimplify, oh, your SEO’s all messed up. And you’re missing an H one tag on this page and we can do good things for you. If you pay us good money, it’s BA it’s very transactional. You pay us, we’ll do this technical thing for you, but that’s not why they’re coming to us. Right. Why, why do you want that? H one tag put on the page? Why, what does that mean? Who cares? Right. So let, let’s just take that example, which by the way, I haven’t like worked through that example. I don’t have this like, prepared notes. So I’m, I’m gonna do live.

Why is an H one? Okay. If you don’t know what a H one tag is, that is like the title tag on actually here, this, this is part of the breakdown. Why is an H one important, right? This is what most agencies are gonna tell you. Oh, well the H one is the title tag at the top of the page. It’s usually the biggest, like words at the very top of the page. It doesn’t have to be, but if you put in the HTML and you don’t see this, this is all behind the scenes, in the HTML. If you put it around H one tags, the HTML tags, then Google picks up on that as the most important title of the page. Now, an H one tag tells Google specifically what this page is about. Now, of course, there’s all the content hundreds or thousands of words, but that H one has a very high weighting.

Why is that important? Oh, well, that’s important because Google is going to take that H one, it’s gonna identify the purpose of the page, and it’s going to save that purpose along with the page and the link to the page in its database, which they call the index. Okay. Well, why is that important? Well, because at some point after that, someone’s gonna come along and they’re gonna search for that phrase. Something very, very close to what’s in that H one tag, if you have it on your page or not, they’re gonna search for that phrase. And if Google finds in their database, that your page has that H one. Oh, and by the way, the rest of the content on your website, and that page also matches what the person’s looking for. Then there’s a good chance that Google is going to serve up that page to the end user.

Why is that important? Oh, well, if Google serves it up to the end user, then the person may be enticed to click on it. If you have other things that are correct in the page, like the meta description and it’s enticing enough, why is that important? Well, if they click on it, then they come to your website and they can start to consume your content, get familiar with your brand. And maybe you have a lead generation magnet that will capture their information. Oh, and you can also pixel them for later use. Why is that important? Well, if they fill out the lead generation magnet, now you have their name and their email address. And so you can start to send them emails or maybe proactively contact them as a follow up mechanism. And they start the whole sales process. Why is that important? Well, that’s important because you can sign ’em as a client.

Why is that important? Because you can help them and frankly, they can pay you. Why is that important? Because when they pay you, you have money to sustain your business, grow your business, hire more people, help more clients. Why is that important? Because if it fills my mission, oh, and also I can get financial wealth out of that. Why is that important? Because one day I wanna move down to Florida and retire and make sure that I never have to work again or worry about money. Why is that important? Because I want generational wealth, right? So how many times did I ask why I lost count? It must have been at least 10. Right? Who cares about the H one tag? No one cares about the H one tag. They care about all those things. Now, all those things that I just talked about, right?

I mean, I took that example pretty deep, going from the H one tag to generational wealth. Those are things that people are uncomfortable sharing sometimes with their staff, right? Their staff hasn’t been exposed to all this. They don’t know their deepest, darkest desires. They’re not dark, but deep, deep desires, things that maybe they haven’t even told, like their spouse. Right. Who cares? What’s the difference. If you make more money, what does that mean to you? What does it mean to your company? What does it mean to your people? Right? This is what we’re trying to get out of them. What’s the real reason. What’s your vision. So if they’re, if they’ve never vocalized this before, and they’ve got, you know, like five lower level people around them that can’t necessarily participate, or aren’t ready to participate in

That vision of theirs, they’re gonna be reticent to share it with you. So now we make sure that we tell them before we even book a consultation, only bring the people that you wanna share. This kind of information with financial information, personal goals, and to discuss money. If you’re not comfortable sharing those three things in front of your staff, don’t bring them. There’ll be a follow on meeting. If we feel, if there’s a fit, there will be a follow on meeting where you can bring them in. And we can, you know, geek out about H one tags. But the first meeting in our sales process is not about fricking H one tags, right? It’s about what do they need? What do they want and why do they want it very important. So I hope that example I gave you, gives you some things to think about in your own business.

Now, I use a digital marketing example, but whatever industry you’re in, whatever profession you’re in, whatever thing you do, and whatever types of clients you serve, you can apply that right now to your sales process. You can apply it to the way that you speak to people, to your presentations. If you’re writing a book, put it in there. Why, why, why, why, why, why, why there’s a concept in sales called? I think it’s the five whys. I think it’s five. I don’t know, but basically keep asking. Why, why, why, why, why, why? And not because you’re looking for different answers. You’re trying to go like up the value chain, get to the real reason, like what’s the real driving passion and goal that they have and an aint, a freaking H one tag, all right. There’s something deeper. Find the deeper meaning.

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About The Hosts


  • Erik J. Olson is an award-winning digital marketer & entrepreneur. The Founder & CEO of Array Digital, he is also the host of the Journey to $100 Million Flash Briefing and daily podcast, and the organizer of the Marketers Anonymous monthly meetups.

  • Kevin Daisey is an award-winning digital marketer & entrepreneur. He started his first company when he was just 23, and is the Founder & CMO of Array Digital. Kevin is the also the co-host of the Journey to $100 Million Flash Briefing and daily podcast, and the co-organizer of the Marketers Anonymous monthly meetups.

Website Design, Search Engine Optimization (SEO), Online Advertising, Social Media & Digital Marketing.
© Array Digital LLC

Website Design, Online Advertising, SEO, Social Media & Digital Marketing.
© Array Digital LLC