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A Simple 3-Step Method to Increase Appointments & Sales - With Wendy Weiss

succeed through speaking tom bailey Oct 24, 2021

Tom Bailey, founder of Succeed Through Speaking, interviews Wendy Weiss.

Wendy Weiss is known as The Queen of Cold Calling™. She is an author, speaker, sales trainer, and sales coach and is recognized as one of the leading authorities on lead generation, cold calling and new business development. Clients typically 3X the number of qualified appointments they can schedule with a corresponding increase in sales revenue and a shortening of the sales cycle. Clients include Avon Products, ADP, Sprint and thousands of entrepreneurs throughout the world. Wendy has been featured in the New York Times, BusinessWeek, Entrepreneur Magazine, Selling Power, Inc, Forbes and various other business and sales publications. She is the author of, Cold Calling for Women: Opening Doors & Closing Sales and The Sales Winner’s Handbook, Essential Scripts and Strategies to Skyrocket Sales Performance.

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Tom Bailey  00:07

Hello and welcome to Succeed Through Speaking. The place for experts and entrepreneurs who want high value ideas to boost business results. Hello, I'm Tom Bailey. And in today's episode, I'll begin to know Wendy Weiss is known as the queen of cold calling. She's an author, speaker, sales trainer, and sales coach. And he's recognised as one of the leading authorities on lead generation cold calling and new business development. So Wendy Hello, and a very warm welcome to today's episode.

Wendy Weiss  00:46

Well, thank you for inviting me to be here.

Tom Bailey  00:48

I really appreciate you coming along. And just of interest for the listeners, whereabouts are you in the world right now?

Wendy Weiss  00:53

I'm in New York City.

Tom Bailey  00:55

amazing, incredible, fantastic, and especially a little bit more about you before we do get started. So Wendy has been featured in The New York Times Business Week Entrepreneur Magazine, selling power, Forbes, and is also the author of cold calling for women, and the sales winners handbook. The title for today's episode is a simple three step method to increase appointments and sales. And when he's going to show us how to do that in just seven minutes. So question one today is Who are your ideal clients. 

Wendy Weiss  01:27

Who is our ideal clients, entrepreneurs, business owners, consultants, people that need to build a pipeline of opportunities and find more clients and people that are sick of the frustration, the boom and bust never knowing where the next client is going to be coming from?

Tom Bailey  01:51

Absolutely, I'm sure lots of people can resonate with that already. So what would you say is typically the biggest challenge that your clients face before they work with

Wendy Weiss  01:58

you? Well, it is it is that boom and bust. It's you know, where? Where is my next client coming from? Where am I going to find them? What am I going to do? How am I going to do it? And, you know, we, we teach a very simple three step method to prospect that, on average, we increase qualified appointments and sales by 73%.

Tom Bailey  02:25

Incredible, and I can't wait to find out more about that in just a minute. So I guess, business owners that aren't doing this aren't doing what you're recommended. What impact does that typically have on either them as a business owner or their

Wendy Weiss  02:37

business? Oh, man, it is so stressful not to know where your next client is coming from? You can't plan anything. Just trying out things. So does this work? No. Does this work now? You know, system? Can I take a vacation this year? I don't know. So it's it's not a good position to be in. 

Tom Bailey  03:04

No stressful and may end up causing the business owner to second guess whether or not they should be in business potentially, as well, sadly. So if there is somebody listening who is connecting to this message, what's that one piece of advice that you'd give them all the three steps that would help them solve that problem?

Wendy Weiss  03:22

Well, my first career, I was never supposed to be a sales trainer. Um, I was supposed to be a ballerina. And my first career actually was I danced in a ballet company, I danced with Pittsburgh Ballet Theatre, I danced with the Cincinnati ballet. And I actually believe that everything I know in life and in business I learned in ballet class. And what I learned in ballet class was three steps. First, when you're a dancer, you warm up, you have to stretch out, loosen up, get set up to do what you need to do, so that you don't hurt yourself so that you don't have a career ending injury. And then, when you're if you're a dancer, and you have a performance coming out, you don't just run out on stage and start dancing. you rehearse you practice for months, elite athletes do the same thing. They don't just run out on the field and play the game, they warm up and they practice. And then once you have done those two things, that is what enables the performance. I see. And so what I see with so many business owners, is they just jump to the performance, which is the selling process. You know, there is a myth of the born salesperson that somehow there are these people out there that are born knowing what to do and knowing what to say, this is a myth. Yeah, of course. And so what you have to do You are struggling, you have to put the pieces in place, you have to do your warm up. So that you are prepared. You have to rehearse, you have to practice, you have to learn this skill set. So you get the muscle memory, so that you can then execute. That's what enables the performance.

Tom Bailey  05:19

Got it? Love. It sounds so simple. And thanks so much for sharing that. And I also want to know as well, what could you offer to people? If they want to find out more get started or dive into the content? Is there anything that you could offer them today?

Wendy Weiss  05:32

Absolutely, well, we have two gifts, actually, for everyone is watching. And the first one is the cold calling Survival Guide. It's downloadable guide, that the subtitle is start setting appointments in the next 24 hours. And then the other gift is the business owners guide to scheduling more qualified appointments, when their prospects are all completely freaking out. Yeah. So those are 12 actionable steps that you can take right away to generate new business, it was written for the times that we live in.

Tom Bailey  06:10

Fantastic, and I've got the URL for those gifts. So put them in the shownotes. You can click on that and they can download them right away. The next question for me is more about yourself. Obviously, you've had a journey in business. So what would you say is one of your greatest either learnings or mistakes that you've made along the way? And what did you learn from it?

Wendy Weiss  06:30

Well, I'm going to go back to my experiences as a dancer. And one of the things that I learned in ballet class, and you have to remember, dancers are very young, we start our professional careers. 1516 I started dancing with Pittsburgh Ballet Theatre when I was about 15. And your career last until maybe you're 3035. And so when I was a young dancer, I think I stopped myself a lot because ballet is about being perfect. And of course, nobody can be perfect. And so I was always thinking that I needed to be perfect in order to do things. And I would stop myself. And luckily, I had teachers and coaches that sort of dragged me along. Yeah. And I was able to have my professional career. But in looking back, I recognise how much I stopped myself. And I see that in my clients, people that are smart and capable and really know their stuff. And then when it comes to selling, they go, Oh, I can't do that. Yeah, yes, you can. Yeah, because it's a not an intuitive skill. It is a learned skill. I was really lucky somebody taught me. So if you're struggling, the really good news is you can learn this skill.

Tom Bailey  07:58

Right? And I guess like you in balance school, it's great to have that coach mentor or somebody who can help push you along that way as well to give you that advice and feedback you need. Absolutely. So the last question for me today then is what is the one question I should have asked you today that will also bring some great value to our audience?

Wendy Weiss  08:17

Well, the question you should have asked to me was how to do 30 to 40 days on stage.

Tom Bailey  08:25

Fantastic. Can you tell us let him

Wendy Weiss  08:28

tell you about 30 to 40 days on stage, when you are a dancer if you are a ballet dancer. The last act of the great classic ballets like to sell like Swan Lake like Nutcracker, it was always to do it for the two principal dancers. And this is called the grand positive. And as part of the brand putted, the ballerina must perform 32 flat days, a flat tire is a turn on one leg, you turn all the way around, you do not put your other leg down. So you're going to turn around 32 times in a row on one leg, that putting the other leg down, you're on your you're on point you're on your toes. So you're going to turn around 32 times in a row. Without putting out there like down on your toes. You're not supposed to move from the spot on the floor where you start. Yeah, and your audience counts. Wow. So this is how you learn how to do 32 websites. It is the common wisdom that in order to nail 32 flat days, you need to be able to do 64 in class said 64 turns on one leg in a row without putting your other leg down on your toes without moving from the spot on the floor where you start. Spread out in the dance studio. You start doing flat pays. If you get up, you do it again you fall down, you get up, you do it again. But what happens over time you work with your teacher, you keep practising And you know what, over time, you can do it 64 turns on one leg in a row without putting the other leg down on your toes without moving from the spot on the floor where you start, which means you then go out on stage every single night nail 32 Piece of cake. Exactly. This sounds crazy, and it sounds really hard. I know. It's hard. But ballet has a tried and true methodology for teaching dancers to do this. And if you are a business owner, and you are struggling to find yourself a teacher, a coach, there are tried and true methodologies we treat we teach a tried and true methodology for prospecting and setting more qualified appointments. So find yourself a teacher, a coach, you can learn how to do this and it will not take you as long as it took me to learn how to do 64 for a day, it's fantastic, completely learnable skill.

Tom Bailey  11:02

And I say once you're out there on stage, it's so easy to do 32 because you can do 64 back in the studio,

Wendy Weiss  11:07

back in the studio, every day, every day. I love it.

Tom Bailey  11:11

Thank you so much for that final story and advice, very much appreciated. And also thank you for your time today and for sharing such great value with our audience. Thank you