Episode 103

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Published on:

27th Sep 2024

3 Secrets To Getting Corporate Clients

Corporate Clients: The Top Three Tips You Need to Know

When I worked at Cisco Systems, a conversation with HR revealed that companies often spend between $30,000 to $40,000 a day just to bring in specialists for their teams.

You might think that's insane, but when you realize the work and networking that goes into landing these corporate contracts, it starts to make sense.

Hi, I'm Katie McManus, business strategist and money mindset coach, and in this episode of "The Weeniecast", I'm sharing three secrets you need to know to start winning corporate clients.

Trust me, this is practically a free $20,000 tip, because once you nail these points, you'll be well on your way to securing high-value contracts.

In this episode, I mention the Weeniecast Bingo card.

If you haven't yet, download yours here.

https://weeniecast.com/bingo

Timestamped summary

00:00 New business owners often struggle landing clients quickly.

04:59 Avoid HR; coaches should directly contact clients.

08:11 Hire expert to improve, alleviate workloads, lead transition.

09:58 Footwork leads to expertise, networking, and referrals.

14:13 Accurate budgeting aids relevancy, memory, and approvals.

19:24 Set follow-up call to avoid perceived rejection.

20:29 Clarify uncertainties to help secure consistent clients.

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Honorable mentions

Cisco Systems

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Transcript
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Here are the three things you need to know to start winning more corporate

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clients. Hi, I'm Katie McManus, business strategist and money

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mindset coach. And welcome to the Weeniecast.

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I want to let you in on a little secret, and this is something that

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I train in all of my programs to my clients who are going after

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corporate contracts. So this is really like a

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$1000 tip that I'm giving you today, and hopefully it helps

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you land some business that's worth north of $20,000. So really it's

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a $20,000 tip. Do with it what you will. The

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golden goose of offering a service is landing corporate

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clients. But most of the time when new business

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owners start out, they go about it all wrong and they actually make it

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take way longer for them to land these clients. And to put it in

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perspective, if you're working with clients one on one, and your coach say you

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can charge anywhere from like $3,000 for a

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six month contract to $30,000 for a six month contract, depending on

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who your ideal client is. But if you're working in

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corporate, you're typically not getting paid less than 20 grand,

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especially if you're working with upper leadership. If you're running a

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workshop and you're just trying to enroll one off clients into it, you have

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to hope that enough people sign up to make it worth your while

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versus landing a corporate workshop. They're going to

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have a guaranteed audience and they're going to expect to pay a certain amount

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regardless of how many people show up. When I worked for Cisco

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Systems, I was talking to one of our HR people, and she shared with me

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that to bring in a communications coach to work

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with their engineering team, they typically spent between

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30 and $40,000 a day, which

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sounds absolutely insane, until you realize all the work that goes

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into landing those jobs, all the pre work that is

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required, and managing the account, because there are

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a lot of decision makers when you go after corporate clients, and you have to

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really work with all of them to make sure that you get the job. So

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there are three things that you need to do to make sure you are getting

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these clients and that you are moving this sales process

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along as fast as possible. So we're going to talk through

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who you want to get in front of to start these conversations,

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how to set your own expectations that you don't go absolutely insane

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waiting for an answer back from them, and also how

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you get them to say yes through your sales process. And

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I will say right now, if you have a friend or family member who's starting

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a business, who wants to land corporate contracts, I recommend you send them this

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episode because this is really valuable information and I do go deeper

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into it in my build your own business group program. So if you're interested in

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more information about that, then I urge you to go and book a generate income

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strategy call. You can do so by going to weeniecast.com

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strategycall and that link is in the show notes. But let's get into the meat

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and potatoes, shall we? Trying to get

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corporate contracts is rife with

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rejection, both perceived and non existent and real. And for

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folks with ADHD who are sensitive when they think they're being

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rejected, it can really take a toll on your self

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esteem. It can really make you lose faith in what you're doing. It can make

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you doubt that this business is even going to work. Knowing these things

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about the process to get corporate contracts is really going to help

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you stay sane and not absolutely lose your

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mind. These three tips will also help you move the

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process along faster. You know, one of the things I'm going to talk about

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is the expectations you need to have around when these deals are going to

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close. And it's usually like six to twelve months. I don't know about you,

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but six to twelve months is a really long time for my ADHD. Like out

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of sight, out of mind. You know, if it's taking someone six to twelve months

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to make this decision, like there's a really good chance I'm just going to forget

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that they exist. So it's so important that you

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implement these changes. You really accept what I'm telling you here because it's

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going to save your sanity. There's a chance it might

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not, but you know it. Like, you're in good company. If you are

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insane. Welcome. You're with really cool people. We're so happy to

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have you. The thing about sending your resume and your one

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pager to HR, if you have ADHD, you need

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consistent feedback. You need positive affirmation

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that this is good. We're happy. We're excited for what

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you offer. If HR is way too busy to even acknowledge your

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email and you're not going to get feedback that's going to give you the

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dopamine that will allow you to keep working on this, you're not going

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to be able to continue doing this. You know, there's a reason why

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people with ADHD get really easily addicted to social media.

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Because we get addicted to the dopamine we get when we get likes and comments

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and follows right. You want to be careful about that, but

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we also have to be realistic with it. Setting yourself up so you'd

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get positive feedback or at least helpful feedback that helps you get better is

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going to help you stick with your strategy a lot longer. Squirrel.

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Squirrel. The number one mistake I see coaches and consultants

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making when they're going after corporate contracts is

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they think that the best way to get in front of their

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ideal client and start that sales process is to reach out to

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HR. And while yes, this can work,

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HR usually is the one who has to sign off on

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anything that's learning and development related, especially if you're in the coaching

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sphere. I want you to imagine how many emails and

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letters you get with people's one pager of their work and how

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they can help the company. HR doesn't just field these

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outside people that want to land a project with this company. They

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also have to deal with some internal stuff and usually stuff that's not very fun.

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So if you're sending them an email saying, hey, so and so, I'm a

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leadership coach, or I do leadership development, or this or that or

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the other thing, and here's my one pager, chances are

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they're seeing that and they're either archiving it or deleting it

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because they have bigger fish to fry. You're also just one of many who's

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emailing them. So HR often isn't the

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best way for you to get in with these clients. Often the best

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way for you to get in with these clients is to go to the department

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heads, the actual leaders, the people who are in the business, working on the

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business and running into some serious problems. Let me set the stage

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for you. Say you are a sales trainer. You've worked in sales for

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a really long time. You've developed this incredible methodology and you want to

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get out there and you want to help corporations really develop a more

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successful sales process. And that incorporates you doing

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some consulting on how they set up their sales funnel. You also

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do sales training with their teams. You give them some scripts that are

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custom to their business and their type of customer, and

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you might go and also coach the sales leaders so that they know how to

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best support their teams to hit their quotas each month. What an amazing

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program. If anyone out there wants help building that, I would love to help you

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with that. You can absolutely go to HR. But HR isn't

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facing those problems every single day. HR isn't having to

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have really difficult conversations with the chief revenue

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officer about why so and so on. Their team didn't hit their

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numbers. They're not having to talk through

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all the hurdles that they're having to face every single quarter.

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Who is usually the director of sales or the

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president of sales, that is the person that you want to get in front of.

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That is the person who is going to be hungry enough

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for help that they are going to start the conversation with

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you. And when they realize that you hold the

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key to their life being easier, to their work being easier, and to

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them hitting and exceeding their goals as a team,

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they're the ones that are going to go and make the case to HR. Why

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HR needs to create budget for you. And in this scenario, you're

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extra lucky because this person is in sales and they can sell pretty

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much anything, including working with you. So you have a really

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good chance of getting the business. But this works across departments. So

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if you have an engineering director who is really facing

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creativity problems on his team, or maybe his team isn't collecting, collaborating really

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well, you know, it makes a lot of sense. They would want to bring in

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someone who could train them to do that better because it makes their life and

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work so much easier, and it helps them stand up from the crowd because

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they were the leader that took this team from not so great

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to amazing. You were a piece of that puzzle. If systems are

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breaking, if the IT department has all these antiquated

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systems and they're just too busy fixing bugs that they can't update to something

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better, it makes so much sense for them to bring in a

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consultant who can do all that for them and help them

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transition over gradually without loading

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up everyone who's already in the business, already overwhelmed

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with more work to do. So you want to get in front of those

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people who are in charge of these kinds of things because they have the

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most painful problems that they face every single day that you just

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so happen to solve.

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Squirrel, squirrel, squirrel, squirrel. So there are a few ways you can get in front

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of these people. You really have to pick what works best for

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you, for your business model, and for your personality. You can

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absolutely start a social media campaign. I recommend doing this on LinkedIn because

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that's where these people are hanging out and looking for talent

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to bring in. If they're already going to LinkedIn,

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scanning for potential talent, when they see you talking

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about their problems in particular, you're going to get their attention. They're going to start

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following you. They're going to start taking advice from you. They may not

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comment on your content, but like I say to all my

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clients, the money is in the lurkers. Often the people who become our

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clients are not our most avid, engaged followers.

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They're the people lurking in the shadows who never out themselves until they book a

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sales call with you. You can become a spouse speaker and speak at

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industry conferences. Now, this one takes a lot of

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footwork to do, but once you do it, you become

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the ipso facto expert in front of whatever

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crowd you're speaking to. And what's even better is if you're at an

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event in person and you're speaking to a crowd, you get

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immediate networking after the fact because folks who really need your

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help are going to come seek you out. They're going to try to stalk you

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at the bar and ask if they, they can pick your brain about something and

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you're going to set a call with them. And of course, there's always networking and

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asking for referrals. If you've been a professional for 15

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years, you know, people who work at companies, and those people who work at companies

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probably need know someone on the sales team, and that person on the sales team

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probably knows their manager, right? It'd be very weird if they didn't.

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And so asking your own network to help you get introductions

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to these folks is going to be incredibly helpful. If you have no idea how

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to do any of this. Like I said, these are all things that I cover

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in my BYOB. Build your own business program. So again, if you're curious and want

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some guidance, go and book that strategy call. And really, when you're marketing to

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them, you want to remember two things. Follow the money and follow the ego.

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Businesses care about the bottom line. So if this person is

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either going over budget or not hitting quota, they're not getting

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the accolades they would if they were doing those things. You coming in

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and saying, hey, I can help you do these things better for, you

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know, less money in less time, with less effort,

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they're going to connect the dots that, okay, cool. This is going to help the

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business immeasurably, which means I will get attention

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for this. I'm probably going to get more attention for that next promotion

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that I want. The thing that we forget about when we're going after corporate clients

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is, honestly that we think this is a business and it's going to be

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really formal and professional and

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they're going to want you to be the blandest version of yourself. Right? We

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forget that every purchase that we make is an

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emotional purchase. There's a person behind that

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decision who wants things for themselves. If you

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don't acknowledge how working with you is going to make their life better, make their

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work better. You're probably not going to get the sale. They're probably going to go

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with someone who understands the greater impact that

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that doing this work will have because it connects with them. It makes this

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a much more urgent decision because they see it as something that'll make their life

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better. Okay, so that's, number one, find your decision makers and get in front

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of them any way you know how. Squirrel, squirrel, squirrel, squirrel. Number

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two, you're probably gonna wanna punch me. No one likes hearing this.

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And thankfully, like, you can't punch me through the podcast.

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Damn. Damn. When you're going after corporate clients,

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it's really important to have patience.

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I know that's the most annoying advice ever. I know you don't want to hear

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it, but the reality about corporate contracts is

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that they can take anywhere from six to twelve months to close,

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and sometimes longer. There are a few factors that go into this,

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you know, number one, you have a lot of decision makers. You know, the one

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person who is the head of the department, who really wants to bring you in,

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they have to make the case to their C suite, to HR,

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to other people who are going to be impacted by bringing you in. They have

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to get all these people on board. I don't know if you've ever worked in

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corporate, but do you know how hard that is? Sometimes

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people like having opinions and they like

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sharing their opinions, and if something confronts those opinions,

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they're going to slow it down, even if it makes perfect sense. So you have

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a lot of decision makers that you have to bring on board. Now, of course,

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this is something I train all my clients on. How do you get them to

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be part of the conversation so they feel like a collaborator and not

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like someone who's threatened by you coming in? That takes time.

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For my clients with ADHD, six to twelve months is a long time to try

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to like, follow up with someone. So to help you manage it, what

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I recommend you do is set up calls with this individual.

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If you know that the decision making process is going to take several months.

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Set up calls just to touch base on where they're at and

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if they need more information, and if they need to make any changes based on

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new developments within their company. It feels really pushy to do that,

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but what it actually is, is amazing. Account management.

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You're making sure that the proposal you sent to them in February is still going

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to be relevant to them in December. So that way when they get to the

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budget conversation, that they need to do in November, December, they're

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going to be able to accurately gauge how much money they

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need to put aside to work with you, and they'll do so knowing that what

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they're going to be doing with you is absolutely relevant to what the company is

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going through. Right then how much easier is it going to be for them to

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sell it to their boss when they can say, yeah, we got this initial proposal

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back in February, touch base with them in September. After this thing happened within the

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company, they updated the proposal. Here's the new pricing. It hits

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everything that we need. It also makes sure that you don't forget about

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them, which is key because we know it's

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really easy to forget about things that are out of sight, out of mind. Now

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that you know who you need to get in front of to get these contracts,

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you understand the timeline and what it's going to take, patients wise and

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faith wise, to get to actually bring these to a yes.

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Let's talk about the number one most impactful thing that

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I teach my clients that I'm giving to you for free. In this

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episode,

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let's talk about the number one most impactful thing that

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I teach my clients that I'm giving to you for free. So number

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three, people share proposals all wrong. The

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typical way to do a sales process that most people do, because this is

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what they learned, is to have a meeting with someone, get the information of what

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they're looking for, and say, okay, great, love to work with. You can absolutely cover

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all this. Let me do this. I'm going to go and create a proposal, and

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I'll send it over to you, and you just let me know what you think.

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And so then they go away, they write up the proposal. They probably spend, you

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know, a good couple hours writing it, if not more, because they really

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want it to sell this person on saying yes, then they send it

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over, and then they wait. It's the worst because you're just refreshing

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your email, like, hoping that they're gonna get back to you, and then you get

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weird because you're like, well, I haven't heard back from them in a while. Should

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I follow up? And then you follow up and you don't hear back immediately,

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like, oh, my God, was that weird? Was I too pushy? Did I not make

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sense? Was there something I did in the sales call that made them hate

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me? Maybe they hate me. Maybe they don't want to ever work with me.

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And then before you know it, it's six months later. You've never heard back from

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them. You're probably not going to hear back from them, and

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you feel like garbage because you think you did something wrong,

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when in reality, if we were to go over to their side, they have

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the sales call with you. They're really excited about what working with

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you could look like and what it could do for them and for their company.

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You say you're going to send the proposal. They're like, amazing. I can't wait to

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look at this. You send the proposal over, they get

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it in between a few meetings. They have, like, ten minutes in between meetings, and

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they're like, oh, my God, this is the proposal. They open it. They kind of

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scan it. Cool. Looks great. I'm gonna come back to this. They go to their

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meeting. In the meeting, they're given a few to dos

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and a few more deadlines, and then they have another meeting, and more stuff is

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piled on their plate. One of their team members comes to them to complain about

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something or say that they need help with something, and their week just

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gets completed out of control. Oh, sh. I still have to review that

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proposal. Great. Okay, I'm gonna do that. Mental note. And then the next

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week comes, and more stuff gets piled on in the back of their mind. They're

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like, I have to get to that proposal after a while. It's

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been so long that they haven't gotten back to you about the proposal.

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They're gonna start getting weird. They're gonna start wondering, oh, my

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God, I'm so irresponsible and rude. I didn't get back to this person

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in time. They probably think I'm an, they probably don't want to work

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with me. If I get back to them now, they're probably so

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annoyed with me that they spent all this time with me and I didn't give

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them an answer. God, I can't go back to them. Or I should, what should

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I say? Oh, God. Like, this is gonna be weird. And then they're gonna get

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a follow up message from you, and then they're gonna feel even worse, because

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here you are following up with them, and they're the, and

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people don't like being the. There's a reason why. There's a whole bunch of Reddit

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threads. Am I the asshole? Because people want to be reassured that they're not

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the asshole, but our brains are not very kind to us.

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You know, in a lot of scenarios, we make ourselves the

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ass. We assume a whole bunch of stuff about

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what the other person's thinking, and so they get really weird. And then

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six months later, they're like, I can't work with this person because they probably hate

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me because I completely dropped the ball in this. And then they start the process

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with someone else all over again. So here's the critical mistake

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that the business owner made. They

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didn't make sure the ball stayed in their court. And yes, that was a

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sports metaphor. If you're playing our bingo game, you can

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cross that one off. And if you don't know about the bingo game, there is

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actually a bingo card for the Weenie cast. One of our listeners made it up.

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It's hysterical. You can go and play bingo. If you want to check out the

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bingo card, you can go to weeniecast.com bingo.

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We have yet to have anyone message us that they got bingo. But I cannot

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wait for that day. What do you do if that whole process that you've been

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taught or that you've figured out and you've been doing for a while, if

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that's not actually the best way to get clients, what do you change?

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And it's really simple. Instead of saying,

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I'm going to send you a proposal and you just get back to me, you

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set a follow up call. The

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beautiful thing about setting this proposal presentation

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call and making sure that you're both blocking off time

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to sit down and look through it is you're not just saving yourself

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from that perceived rejection, that that rejection sensitivity

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dysphoria getting activated, you're actually protecting them

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too, because they're going to start perceiving or making up the story

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that you hate them. They're going to start thinking that you're going to reject them.

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If they come back to you, you're actually being so

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kind in helping them go through this,

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be accountable to it, and have more structure around when they need

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to give you an answer. There's also that element that there may actually be

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something in your proposal that they do not understand. And I want you to think

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about any corporate situation. Are people in corporate

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situations likely to feel comfortable admitting they don't know something?

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No. So even if they do set aside time to go through your

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proposal. If there's stuff in there that they're like, oh, I don't know what that

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word means, or I'm not sure what they're talking about here, there's a

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big chance they're actually not going to ask about it. They're just going to like,

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say, okay, cool, I'll get to this later. But then the idea of

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admitting that they don't know the thing can be like, too shame

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inducing. So you get to protect them from that. You get to hold their

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hand and say, is there anything in here that doesn't make sense? You want more

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clarity on? And they have full permission in that moment to admit

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they need more clarity. The number one thing I want you to know is that

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this is possible for you. If you're consistent, if you have

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an actual sales process that works, then you

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can absolutely get consistent corporate clients. And you say,

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cool, you know, I'm going to go. I'm going to go and set up this

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proposal. Why don't we do this? I want to make sure this proposal

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covers absolutely everything that you need and that there's no questions you

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have when you get it. So let's book a time for a proposal

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presentation call. On this call, we'll go through

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line by line all the parts of the proposal. If there's anything missing, I can

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add them in. If you have any questions, I can answer them then. And also

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if there's anyone else who's involved in this project who needs to be on that

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call, bring them in so they can see what we're talking about. You're holding them

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accountable. You're making them actually block off time in their

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calendar where they're going to sit down, look

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over the proposal with you holding their hand and explaining every

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bit. They're going to be able to ask questions. They're going to be able to

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process the information, and if any changes need to be made, they're

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going to feel like you are super responsive. Because, you know, if they're like, oh,

Speaker:

well, we actually wanted there to be a workshop included in the company retreat that

Speaker:

we have in February. Can you add that you're going to be like, oh,

Speaker:

yeah, absolutely. I'll add in here. Do you have dates? Because I can go and

Speaker:

block those off right now. Because also that's another thing. If you're blocking

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off time in the future, they're going to feel extra responsible to get back

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to you and it gives you a reason to follow up with them because

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you have the time blocked off and you can create some urgency around that. I've

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had people make this one change and double their yes

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rate. Just scheduling a proposal presentation

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call now. Of course, you have to have a proposal that's worth

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presenting if you don't know how to do that. That's one of the things I

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train in my programs. Happy to talk to you about what those look

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like to help you really create proposals that convert.

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I love that saying meat and potatoes, because it completely jumps over

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vegetables. It's like whoever made that

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saying was like, yes, meat. And I love potatoes.

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And that is what we should be focusing on. They didn't bring up

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dessert, so that's kind of disappointing. I appreciate their appreciation

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of potatoes, and maybe they're considering potatoes vegetables, which technically,

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they are. Squirrel, squirrel, squirrel,

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squirrel.

Show artwork for The Weeniecast: make more money, create an impact

About the Podcast

The Weeniecast: make more money, create an impact
Money mindset and impact coaching for business owners
I help business owners make more money in less time, so they can create bigger impact.
It doesn't matter what it is, we all have a sense of purpose. We want to leave a legacy.
We want to matter. And the best way of doing that, is to become wealthy.
But the sad reality is a lot of us are stuck in 'weenie' mode. In other words, we make up excuses for why we can't become our brilliant, wealthy selves.
That ends with this podcast.

My name is Katie McManus.
As a CPCC (Certified Professional Co-Active Coach) I know how to help people like you to reach their financial goals, and earn the life they've always dreamed of.

Until quite recently, I described myself as a business strategist and money mindset coach who was focusing on helping business owners with ADHD to get more income from their business.
I've been helping some of them get eleven times the value of their investment back.
And then, I had an epiphany.
I was being a weenie.
Being a business strategist is not the limit of my gifts to the world.
I'm also a political activist, a serial entrepreneur who oversees multiple six figure businesses, and I'm the founder of a non-profit with dreams of helping members of the LGBTQ+ community to find more joy from their lives in a very specific way.
And all of that is being achieved by scaling my business in a way that I don't have to be in it every hour of the day, but still make enough money to work hard on making impact.
Do you also want to learn how you can make more money, in less time, so that you can create impact on your community, or with projects that are important to you?

Want coaching on money mindset, sales advice, and general business growth, but all from the safety and comfort of your own space?

If you're wanting to listen to business strategy and money mindset advice that's specifically targeted to business owners like you who want to achieve BIG things but maybe have some challenges, then "The Weeniecast" is the podcast for YOU.

I will help you understand your own potential for growing a dream business that works without you but still makes seriously life-changing amounts of money.

Learn more about the show at weeniecast.com
Learn more about how I help people like you at katiemcmanus.com
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