0 (2s):
Boom. Shake the room. Fire Nation, JLD here and welcome to Entrepreneurs on Fire, brought to you by the HubSpot Podcast Network with great shows like Duct Tape Marketing. Today we're pulling a timeless EOFire episode from the archives, so the giveaway may not be active and we'll be breaking down how to overcome your fear of sales calls. To drop these value bombs, I have brought Nina Cooke into EOFire Studios. Nina helps entrepreneurs hit that sweet spot where they have fun getting big results. Nina hosts entrepreneurs Inner Circle Game podcast and has been featured in Forbes and on BBC Radio and today's foundation. We'll talk about having the right mindset, why it's essential, because you are the master of your own thinking, how to know your value and believe that you're providing a solution to a problem and so much more.

0 (44s):
And a big thank you for sponsoring. Today's episode goes to Nina and our sponsors. If you're looking for highly vetted US-based fractional virtual contractors, then check out Belay. Belay is exclusively offering Fire Nation their latest eBook delegate to Elevate for free. Learn how to reclaim your time and save 15 hours per week by mastering the powerful tool of delegation. Text Fire, that's F i r e to 5 5 1 2 3 to get started. Outbound Squad hosted by Jason Bay is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Tune in for convos with leading sales experts in top performing reps to help you land more meetings with your ideal clients.

0 (1m 25s):
One of my faves, The Monthly app with Jason Ethan, where they share hacks, tips and tricks. Listen to Outbound Squad wherever you get your podcasts. Nina, say What's up to Fire Nation and share something interesting about yourself that most people don't know.

1 (1m 44s):
Well, when I was at school, I used to really love doing Scottish dancing.

0 (1m 50s):
I'll have to YouTube that later cuz I have no idea what that looks like.

1 (1m 54s):
Oh, it's a lot of fun. You'll have to try it.

0 (1m 57s):
Well, Fire Nation, as I shared during the intro, we're gonna be talking about how to overcome your fear of sales calls. And Nina Cooke is gonna be dropping some value bombs here. So what is holding us back, Nina, from having more powerful and authentic sales conversations?

1 (2m 15s):
Well, the one thing that I've found held me back and has held back all my clients is their mindset. So it seems like it's all this scary stuff out there. It's getting on the phone and having to talk about your price and your great product and having to convince someone that they should be spending money with you. And there's a fear about the prospects saying no, they're not interested or is too expensive or they need to think about it. And so we think it's all coming from the outside and that's what's scaring us. But actually it's our think, our thinking. It's the thinking we are creating moment by moment about what we believe is going to happen on that sales call, which fills us with fear.

1 (2m 58s):
And our, one of our biggest enemies that we make up through our thinking is anticipation. We're anticipating how it's going to go and there's such a big gap between us having these worrying thoughts and how things actually are. And when we buy into this big scary worry about how it's going to pan out, that's what makes us feel so scared. It's all coming from inside of us.

0 (3m 28s):
Now I do have a question for you, Nina. Do you have karaoke in Scotland?

1 (3m 33s):
I'm not from Scotland. I live in, I live near London. I used to do Scottish dancing at school, but we do have karaoke here.

0 (3m 39s):
You have karaoke in England as well? Oh yes, yes. Very good. Because for me, this is always what I like to equivocate things to is people across the board, they're scared to make those initial sales calls. Cuz like you said, they have this anticipation about how it's gonna go and you know, it's just, they're filled with dread. So I always just tell people, Hey, just do one call. Just do one call this week. That's, that's it. And what happens is they make that call cuz it's just one, it's not like, oh, do a hundred calls today, which is very daunting. They do one, then they're like, that was actually kind of easy. And like to bring it around to like, the actual conversation that I had with people around karaoke with this is, if you've ever been to a karaoke bar, you always see there's like that one person that gets like pushed on stage by their friends.

0 (4m 23s):
They don't wanna do it, they're terrified, they don't wanna do karaoke, and then they sing that song. And like by the third bar, they are just like, you know, Adele, they're up there and they're just singing their heart away and then you literally can't get them off the stage. And just sometimes breaking that ice, realizing that it's not nearly as scary as you are anticipating that it was. So for me that kind of comes back to mindset. So why is having the right mindset absolutely crucial for successful sales calls?

1 (4m 55s):
Because we can think our way into being okay about having sales calls and taking away the fear because everything, as you know, that we're seeing out there, the world we're making up through our thoughts and everyone has a unique perspective on the world because there are 7 billion or more unique thinkers in the world. So because we are able to create our thinking, because we are the creators of our thinking rather than the sum part of our thoughts, we are able to change our thinking. And it's, it's amazing. We have this incredible gift of free thought that we can use to create our reality. And most of us overlook it.

1 (5m 35s):
We don't pay any attention because we're busy reacting furiously to what's going on outside of us. And you know, being scared and anxious and overwhelmed and yet we forget, we have this amazing power superpower. And when we can change our thinking about anything, it changes our feelings and it can just bring up so much courage and resilience. And you are right, it is about taking action. I help my clients to overcome their blocks so they can take action in their business because we don't take action in our business. We're not going to get clients. It's as simple as that. But so many people are scared, they're so scared of having a sales conversation because they fear rejection, they worried about getting a no because when they get a no, a lot of people are selling their their services rather than products.

1 (6m 24s):
And when they get no, they take it really personally and they feel that they're being personally rejected. Who they are is being rejected by the prospect. And that can feel very, very painful and will do anything we can to avoid that pain. And that's why we are muddling up the, the fear of the sales conversation. We we're making it all up in our head and we are thinking it's really true and we're buying into this story. But if we were to strip that story away and just say, okay, all I'm gonna do now is have a conversation with this person and see for a good fit to work together and that's all that's gonna happen. And when we take away all of the meanings that we're attaching to it, this means if I get a no, it'll feel terrible.

1 (7m 8s):
They may think I'm not, they may think I'm too expensive. I I I don't believe in my value and they won't believe in my value either. When we start creating all these stories around taking an action, then we can easily talk ourselves out of it. But if we see it just as a neutral action, we're just gonna have a conversation. That's all that's gonna happen. The person might say yes, they may say no, it, that's fine. And then we're gonna have another conversation after that. There are plenty more conversations we're gonna have when we strip it away and just look at the neutrality of it, if you like. Then it can, then it'll stop making us feel scared because it's the meanings we're attaching to the action that's causing the fear, not the actual action itself.

0 (7m 51s):
I love how you put this, Nina. So I really wanna repeat this. Use your gift of free thought to create your reality. I mean, think of that Fire Nation. You have a, you have a gift of free thought. Use it to create your reality. And I mean, it's so true Nina, that people take nos so personally. I mean they take it as his personal rejection. I mean, I used to be in financial sale, so I knew without a doubt that it took 20 nos to get one single yes. And like, and that was on a good day. So how did I kind of change that game around? I didn't look at it like 19 rejections. I said every single time I got a no, I was like, thank you.

0 (8m 31s):
Like I, I I, I'm appreciative of that because that's getting me one step closer to my yes. Cause I need 19 of these before I get to a yes. So you just gave me a no, you just helped me get one step closer. So it's all about how you frame it, how you shift that mindset, Fire Nation and the people that take it personally, the people that take it as a personal rejection, they're never going to have the right mindset for this. So how Nina can we feel more confident on strategy calls and on these sales calls, like break down this process for us?

1 (9m 1s):
I think one of the key things is to stop attaching your self-worth to the prospect saying yes or no to you. Because once we can start seeing that we are not being rejected by anyone, it's not possible. I don't believe it's possible for anyone to reject anyone in this world because I don't give permission for anyone to reject me if they say no to working with me. If someone says no to a proposal I give or a collaborative idea, they're saying no because that is the right thing for them and they're entitled to their opinion and it's not my business to go into their business and their thinking and start attaching meaning to it. Oh that means I'm not good enough.

1 (9m 42s):
They can't see the value in me. All of these meanings, I don't need to make any of that stuff up. So when someone is having a call with a prospect, the best thing they can do before the call is to really get into, is to think about how they're gonna approach this call and what it actually means. And as I said before, all it means is you're gonna have a conversation with someone and that's all. There is no more attached to it than that. And when we can take away all the emotion from this, then you know it's gonna break. You're gonna have a conversation with someone and you're not, you're gonna have a unique conversation with someone because you're never gonna have that same conversation in your life ever again.

1 (10m 24s):
So there's real value in speaking to that person. And when we can think of it like that, then it becomes so much lighter we take all the heaviness out of it. And if that person says no, that's okay, because they're entitled to say no. That comes from their unique thinking, that's okay. But it's not a rejection of you. It's not a rejection of me because as I said, I don't give permission for anyone to reject me. And we've made up so many concepts, haven't we? Through our thinking, we've made up this concept of rejection. But when we think about it, what does it mean? You know, is it true? It's not real, it's just something that we've just made up and bought into. So if we could just get, okay, I don't buy into that, that's not gonna happen to me.

1 (11m 7s):
Then suddenly everything so much easier.

0 (11m 10s):
What a great way to look at this Fire Nation. This is a unique conversation that you are never going to have again. I mean if you think of it this way, all of a sudden that this conversation's a gift, I mean it's a treasure because it's, it's gone after it's done. I mean it's never gonna happen again. So look at it as an adventure, as this gift, as this unique conversation that you are literally never gonna have again. When you had that mindset shift, things start to kind of change around a little bit. In Fire Nation, if you think we're even close to done dropping value bombs, you get another thing coming cause’ we got so much more coming up after we get back from thanking our sponsors. No one accomplishes anything great alone, but perhaps you've experienced this too.

0 (11m 54s):
Delegation in managing a team, especially a virtual team, can be the toughest thing you'll do as a business owner. Well good news, if you're looking for highly vetted US-based fractional virtual contractors, then you've gotta check out Belay. No more throwing away your time on managing details, scheduling meetings, replying to emails and processing reports. If there are tasks and projects you're holding onto, it's time to delegate them so you can free up time to focus on the things only you can do. Get out of the administrative weeds and back to growing your business. With Belay, they've been helping entrepreneurs scale and succeed for over a decade and can help you find highly qualified virtual assistants, bookkeepers, even social media managers. And to help you get started, Belay is exclusively offering Fire Nation their latest eBook delegate to Elevate for free.

0 (12m 37s):
Learn how to reclaim your time and save 15 hours per week by mastering the powerful tool of delegation. Text fire that's f I R E to 5 5 1 23 to get started. Content is a major driver of traffic and leads in most businesses, but creating great content takes a lot of time and people, that's why AI is making major headlines these days. And HubSpot's AI powered content assistant is coming in hots. HubSpot's AI powered content assistant helps marketers brainstorm, create and share content quickly and easily. And not only can help you come up with content ideas, it can also help you draft blog outlines, write content on any topic, develop prospecting, emails and more. HubSpot also offers chats.

0 (13m 17s):
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0 (13m 59s):
Why is it so hard to just say the words to say how much something costs to say the price of something? Why do we struggle with this?

1 (14m 6s):
We struggle with it because we don't believe in our value. And when we don't believe in our value, then we think, well, no one else is gonna believe in my value and they're gonna think I'm too expensive or I'm not worth it or I can't help them really, I can't give them the solution they're looking for. And when we have a level of self or a, a lack of self-belief in ourselves, then it gets picked up by other people at a a really deep subliminal level. And it can just come in the tone of your voice, it can be in your body language, it can be just anything that's picked up and you've probably had conversations with something when you think that person doesn't have any confidence in what they're saying about themselves and you've already had conversations with people without rock solid con confidence and it doesn't really matter how slick the sales script is.

1 (14m 54s):
If you don't feel confident within yourself, then you will definitely not be able to, you know, get the results that you want. So feeling, knowing your value is the key thing. And it's not just the value of your service you're selling, it's your inherent innate value. And it's knowing that you are absolutely good enough, you know enough, you are smart enough and you've got what it takes. And when you build up that core within you, that strong core within you so that whoever happens in the outside world, you are resilient, you can react in a measured way, you can pick yourself up and keep going.

1 (15m 36s):
When you've got that rock solid confidence within yourself, then it makes having these conversations so much easier because no one can ever question your value. And can you imagine going into a sales conversation thinking I know my value and I can communicate that value. And still, if someone says they don't wanna work with me, that's fine, but my value is intact, it's inherent within me and no one can ever take that away from me.

0 (16m 3s):
Know your value. Fire Nation believe in the solution that you are providing to a real problem. Like if you really at the core believe that you are offering value, that you're providing a real solution to a real problem, then everything just becomes so much more simple. I mean, I do not know a salesperson that has long term success selling a product that they don't believe and selling a product that doesn't provide a real solution because it's just a struggle. But when you flip that and you're believing in the value, you're believing in yourself, you're believing in that solution, you're delivering it all makes sense. So Nina, what are a few things we need to stop focusing on and what do we need to start focusing on in this realm to get the best results?

0 (16m 49s):
We

1 (16m 50s):
Need to stop focusing on ourselves and our affairs and start focusing on the prospect. Because when we can move our attention away from ourselves and worrying about what we are going to say after the prospect stops, starts, stops talking, and that part in the conversation when we have to say our price and we are feeling really nervous about it, when we can stop focusing on that and start really listening to what the other person is saying. Because it's really interesting in a sales conversation to read between the lines and to pick up the things which aren't being said, but you get a feeling. And when you really listen closely and give that prospect your full attention, then you start drawing on things and you can take 'em to a much deeper place then you could, if you were sitting there worrying about what you're gonna be saying to them and how you're gonna convince them to pay your price.

1 (17m 40s):
So just forget about yourself and the conversation give hundred percent focus and also just focus on giving value. And it sounds like a really trite thing to say, but it is all about giving value. And you, you could ask yourself a a question before you get on the call. You could say to yourself, how can I transform this person's life on this call? How can I give them value? And I don't mean coaching cause we don't coach on sales calls, but how can I provide value? How can I help 'em to have insights and to learn something about themselves they never knew before? And if you went to a conversation with that intention, how would you approach that? Call

0 (18m 19s):
Fire Nation, take the attention away from ourselves. Focus on your customer. And I love how Nina to share to the end there. What would it look like if you approached the conversation like you could change their life, like you could affect their life? Like you could ask them a question they'd never been asked before. Like you could make them think in a way they'd never thought before. If you could open their eyes to something they've never seen before or heard before, think about that. That can again kind of turn things into an adventure, into a game, into fun. And again, always focusing on the value you are providing to that customer. Taking it off of yourself. Cuz it shouldn't be on yourself, it should be on your customer.

0 (19m 0s):
So our fears, Nina of rejection and being criticized by others, they absolutely affect results. So share with us specifically the how and the why of this.

1 (19m 11s):
The how is that we scare ourselves with our thinking. We, we think things are scary. We think that we are a fraud. There's a lot of imposter syndrome. There's a fear about saying the price. There's a fear about, you know, being pushy, struggling to value what we do. And these are all limiting beliefs. These are all limiting beliefs which are operating deep within our subconscious and causing absolute mayhem because our limiting beliefs, they're called limiting beliefs because they limit us and they make us play small. So it it's, it's logical. If you have limiting beliefs, you need to find them. You drag them out from the depths of your subconscious kicking and screaming, lay them out on the table and then find a way to remove them permanently from your subconscious.

1 (19m 56s):
And when I say permanently, I mean they go down, I get all my clients to measure the limiting beliefs out of 10. The more they believe in them, the higher the number. And I get them to measure them again after we've gone through the process to remove them. And when they get down to a two or below, then that limiting belief is gone for good. And then you create a space in your subconscious and then you can create a new empowering belief about what feels true about you. So you can go from rejection is scary to, there's no such thing as rejection. I don't let anyone reject me. So this is all, this is all internal work and this is something that you create within yourself.

1 (20m 35s):
You create a more empowering way of thinking about yourself and the world and other people. And that's why I say it's such a gift, because it's like waving a magic wand and changing our perception of the world.

0 (20m 51s):
So Nina, we have talked about a lot of different things today. We talked about mindset, we've talked about focus, we've talked about value, we've talked about rejection and fear of criticism. What is the one thing that you really wanna make sure our audience Fire Nation gets from today's conversation? What is the key takeaway you wanna make sure we walk away with?

1 (21m 12s):
The key takeaway is don't go looking through your memories to create your present moment and your future memories have gone, they're finished, they're real, they're true. But don't attach meanings to memories. So if, if you've had, I dunno, you know, a run of sales calls which haven't worked, which you haven't got any sales from, don't start thinking, well if it was like that before, that's how it's gonna carry on being for me. I can't get people to say, yes, I'm not good at selling. People aren't gonna accept my price. Don't fall into that trap of creating meanings about your memories. Memories are neutral. Yeah, you had a sales conversation and the prospect said no, that's what happened.

1 (21m 54s):
It's true. Don't start attaching meanings to them because those are the meanings that will create your present and your future. And you don't want a present and the future where you are constricted, where you are playing small, where you are scared of taking big action in your

0 (22m 10s):
Business. Nina, what is the best way that Fire Nation can find you, can follow, you can consume more of your content? What's your call to action for us?

1 (22m 19s):
My call to action is a brand-new free gift I've just created and I'm so excited about it. It's a millionaire mindset scorecard. Ooh. So, you can find out how your mindset stacks up against that of the world's most successful entrepreneurs. And it's to get instant clarity on which invisible forces are holding you back, which limiting beliefs you have, which thoughts you have, which are stopping you from achieving your most important goals. And then there's a meaning behind your scores. So, you'll find out what your score reveals about you and your mindset, and you can use it as a launching pad for huge success.

0 (22m 55s):
And where can we find that?

1 (22m 56s):
Nina Cooke, which is NinaCooke.co.uk/scorecard.

0 (23m 3s):
Fire Nation. You're the average of the five people you spend the most time with and you've been hanging out with NC and JLD today. So, keep up the heat and head over to eofire.com. And if you type Nina in the search bar, her show us page will pop up with everything we've chatted about today, links all that jazz. Nina, one more time. Give us that URL for the Millionaire Mindset scorecard.

1 (23m 28s):
NinaCooke.co.uk/scorecard.

0 (23m 32s):
Nina, thank you for sharing your truth, your knowledge, your value with Fire Nation today. For that we salute you and we'll catch you on the flip side.

1 (23m 42s):
It's been fun. Thank you.

0 (23m 43s):
Hey, Fire Nation, today's value bomb content was brought to you by Nina, and if you've had your big idea, then you are ready to ignite. But if you haven't, guess what? I have a free training for you to get you there. It'll get you your big idea in less than 60 minutes. Visit your big idea.io today and I'll catch you there. Fire Nation, or I'll catch you on the flip side. If you're looking for highly vetted US based fractional virtual contractors, then check out Belay. Belay is exclusively offering Fire Nation their latest eBook Delegate to Elevate for free. Learn how to reclaim your time and save 15 hours per week by mastering the powerful tool of delegation. text Fire.

0 (24m 26s):
That's f i r e to 5 5 1 2 3 to get started. Outbound Squad hosted by Jason Bay is brought to you by the HubSpot Podcast Network, the audio destination for business professionals. Tune in for convos with leading sales experts and top performing reps to help you land more meetings with your ideal clients. One of my faves, The Monthly app with Jason Ethan, where they share hacks, tips and tricks. Listen to Outbound Squad wherever you get your podcasts.