Meet David Fastuca, CEO & Co-Founder of Growth Forum. David generated an impressive 150 million sales pipeline at Locomote.com and is a successful exited founder (over 30m). His expertise turns challenges into opportunities, helping businesses thrive in any economy. David is also the co-author of The B2B Sales Playbook – A Tactical Guide to Build a Flood of Qualified Deals for Your Business.
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Guest Resources
David Fastuca – Connect to David on LinkedIn.
Growth Forum – Find & Close Great Customers. Check out David’s Website.
3 Value Bombs
1) Keeping your focus on one thing is the key that will make you successful.
2) Statistics show that it takes approximately 18-20 touches before a cold lead will respond to you. The gold is in the follow up, be consistent and persistent until you get some feedback.
3) Be sure that you have a systemized sales process that you have worked on, you have used and you have succeeded before you hire people to take it off your plate. That will give you the confidence and the right to hire someone.
Sponsors
Thrivetime Show: Attend the world’s highest-rated business growth workshop taught personally by Clay Clark at ThrivetimeShow.com/eofire!
Airbnb: If you’ve got an extended trip coming up and need a little help hosting while you’re away, hire a co-host to do the work for you! Find a co-host at Airbnb.com/host!
Show Notes
**Click the time stamp to jump directly to that point in the episode.
Today’s Audio MASTERCLASS: The 1-Page Sales Plan
[1:33] – David shares something that he believes about becoming successful that most people disagree with.
- Its having a clear focus. Too many entrepreneurs are working on too many things and multiple business but unless you have the resources of Elon Musk, keeping your focus on one thing is the key that will make you successful.
[2:19] – David talks about the key elements of a 1-page sales plan.
- First is the Target Audience. Who are you seeling to, their pain points and motivation.
- Second is the Value Proposition. What is the unique value that your product does or what your service offer and how it solves the customers problems better than your competitors. This should be clear and compelling.
- Third, is the Sales Strategy. What are the specific tactics that you will use to reach your target audience. Whatever it is, whether in advertising, email marketing or networking, you need to plan it out.
- Fourth, Sales Goals. What are your revenue targets and how many deals do you need. Set SMART goals – specific, measurable, achievable, relevant and timebound goals.
- Fifth is the Key Metrics. What are the KPIs that you will track to measure progress. Make sure that you list them and review them weekly.
- Last is the Budget. What are the resources required for you to execute your sales plan. What are the technology and licenses that you need to have. List all these things down and you can enable you and your team to succeed.
[4:46] – David talks about what good messaging looks like.
- It first starts with clarity. Your message should be easy to understand. Avoid jargon or any sort of technical terms. Test your messaging with someone who doesn’t know about what you do and about your industry. If it makes sense to them, then its going to make a 110% to your target audience.
- Next is relevance. Your message should address the specific pain points of your target audience. It should be concise and is direct to the point. People will have short attention span so you have to make sure that your message is brief and impactful. Back up your claim with evidence, data or testimonials for credibility.
- His favourite is consistency. Maintain a consistent message across all your channels (website, social media, emails, etc).
- Have a clear call to action. What do you want your audience to do after receiving your message. Make it clear and easy for them to take the next step with you.
[6:37] – David talks about what is a multi-channel outbound.
- Multi-channel outbound is basically reaching out to your potential customers across multiple channels, this can include email, phone, social media, direct mail, SMS and instant message and more. The benefit is it increases your reach, improve engagement and personalized communication. The challenge is that you need to maintain consistency.
- If you have a multi-channel outbound approach and you can segment your audience and tell your message to each channel and you can win more than when you focus on only one channel.
[8:26] – A timeout to thank our sponsors.
- Airbnb: If you’ve got an extended trip coming up and need a little help hosting while you’re away, hire a co-host to do the work for you! Find a co-host at Airbnb.com/host!
- Thrivetime Show: Attend the world’s highest-rated business growth workshop taught personally by Clay Clark at ThrivetimeShow.com/eofire!
[10:57] – David talks about when is it time to let go of a lead.
- Statistics show that it takes approximately 18-20 touches before a cold lead will respond to you. The gold is in the follow up, be consistent and persistent until you get some feedback.
- It is time to let go after the 18-20 touches with no engagement. It is a poor lead and they are unlikely to convert.
- If there are budget constraints, you want to focus your resources with leads that have high potential to convert. If you feel they are not right, its time to let go.
- Don’t let go until you have done enough lead touches.
[14:10] – David talks about how we can consistently generate quality opportunities.
- Targeted marketing – reaching out to the right audiences by creating compelling content to your prospects. Content that educate, informs and engages your target audience.
- Good lead magnets are those that build trust with your potential customers because it gives them value but it is often not highly scalable.
- He also recommends referral programs. When someone signs up with you and becomes a customer they are warmed and engaged with you. You can ask them again 60-90 days later they are used your product or service to re-engage and potentially provide another referral. Start to build that flywheel effect to target down the real people that you can help.
- Target the people you had some history with. Those people that you know you can deliver amazing results for they are the people you really need to be reaching out for.
[16:24] – David talks about how to nurture them the quality leads in the right way.
- It doesn’t matter whether it is an inbound lead (someone who has potentially read your content or clicked you ads or booked a call) or an outbound lead gone cold, the statistic shows that only 3% of your market is ready to buy. That means 97% are just sitting hovering between not knowing who you are or they are not sure they have a problem to solve.
- To nurture the leads, you have yo have a personalized communication. You want to tell your message to that individual based on the conversation you had. This is where you can use AI to leverage by recording a call or transcript and throw it to an AI tool of choice and create a series of ideas of content that you can hit the prospect over a course of time across different channels. You can also recycle previous content that you produced and adapt it to them.
- Have a consistent follow up and provide value with each one of those follow ups and that will help you build the relationship.
- Focus on building trust and rapport with your leads.
- A great hack is getting their objections and reasons and putting it to ChatGPT to create a whole series of questions that you can answer and use it for content marketing. Talk to their objections through your content.
[19:39] – David gives his key take away.
- Be sure that you have a systemized sales process that you have worked on, you have used and you have succeeded before you hire people to take it off your plate. That will give you the confidence and the right to hire someone.
[20:36] – Call to action.
- David Fastuca – Connect to David on LinkedIn.
- Growth Forum – Find & Close Great Customers. Check out David’s Website.
[21:59] – Thank you to our Sponsor!
- Thrivetime Show: Attend the world’s highest-rated business growth workshop taught personally by Clay Clark at ThrivetimeShow.com/eofire!
Killer Resources!
1) The Common Path to Uncommon Success: JLD’s 1st traditionally published book! Over 3000 interviews with the world’s most successful Entrepreneurs compiled into a 17-step roadmap to financial freedom and fulfillment!
2) Free Podcast Course: Learn from JLD how to create and launch your podcast!
3) Podcasters’ Paradise: The #1 podcasting community in the world!
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