- Learn how to articulate your value proposition clearly to increase sales productivity
- Find out how to generate sales by letting consumers see your product’s value not just you seeing it
- Discover a sales model that creates a relationship-based approach with consumers for more revenue generation
- Join the 14-day Sales Challenge, totally FREE – Click here: http://www.14daysaleschallenge.com/MTI/
How do you get people to listen, connect, and take action, that is to buy from you?
It is in articulating your message by way of clearly communicating your value that it quickens and effectively fast track your business growth.
Ryan Tuckwood is an introverted engineer turned award-winning ethical sales trainer, who secured three investors on shark tank. He is on a mission to change the perception of sales around the globe.
In this episode, Ryan shares how to articulate your value proposition effectively to get people to trust and connect, creating a relationship-based approach fostering better experience and a convenient process for your consumers and for you to generate more revenue.
Check out these episode highlights:
- 01:09 – Ryan’s ideal client: “Anyone that’s looking to understand the more consultative relationship approach to selling.”
- 01:40 – The problem he helps solve: “Articulating your message. And there are some fantastic businesses out there right now, for whatever reason, they just haven’t been able to verbalize the value that they offer even though they are brilliant organizations.”
- 02:32 – The symptoms people face before seeking a solution: “The symptoms of stress and disorganization, frustration, high turnover of staff, and ultimately business failure. And what we want to do is, stop that, and we’ll reduce it as much as we can.”
- 03:27 – Common mistakes people commit before finding a solution: “The number one mistake that everybody makes is they try and figure it out by themselves. And if you look at the root cause of that, is that they don’t want to be considered a salesperson.”
- 05:07 – Ryan’s Valuable Free Action (VFA): “Sell yourself first, the company second, and the product or service third.”
- 06:22 – Ryan’s Valuable Free Resource (VFR): Join the 14-day Sales Challenge, totally FREE – Click here: http://www.14daysaleschallenge.com/MTI/
- 07:10 – Q: What is your big hairy audacious goal? A: My big, hairy, audacious goal is to get sales and communication training into every single business around the world. I want it to be a requirement for registering your business. Many businesses are failing because they don’t understand how to communicate.
Tweetable Takeaways from this Episode:“Sell in a way that the consumer sees value, not the way that we see it.” -Ryan Tuckwood Click To Tweet
(Note, this was transcribed using a transcription software and may not reflect the exact words used in the podcast)
Tom Poland 0:09
Hello everyone, a very warm welcome to another edition of Marketing The Invisible. My name is Tom Poland, joined today by the effervescent Ryan Tuckwood. Ryan, good day, sir, very warm welcome. Where are you hanging out?
Ryan Tuckwood 0:21
Yeah, good to see you, Tom. I’m here on beautiful Gold Coast in Australia.
Tom Poland 0:25
Sun is shining, the birds are singing, and the surf is up. So, a very warm welcome, as I said, Ryan.
Tom Poland 0:31
For those of you who don’t know him, he’s an introverted engineer, but he’s transformed into an award-winning ethical sales trainer, secured three investors on shark tank, which is absolutely freaking phenomenal. Now, on a mission to change the perception of sales around planet Earth. Ryan, looking forward to this very much.
Tom Poland 0:57
Our subject today is, “How to Generate Revenue with Integrity and Honesty,” and we’re going to show folks how to do that in just seven minutes. Our time starts now. Question number one is, who is your ideal client?
Ryan Tuckwood 1:09
Yeah, amazing. Thanks for the intro. And so, for anyone that’s looking to understand the more consultative relationship approach to selling. So, we currently coach anyone from owner operators, your solopreneurs, individual sales professionals, all the way through to ASX listed organizations, and Fortune 500, such as Mercedes Benz, Amex, National Storage. So, the industry doesn’t matter, the mindset is important.
Tom Poland 1:35
Question number two, sir, six and a half minutes left. What is the problem you solve for those ideal clients?
Ryan Tuckwood 1:40
Articulating your message, and there’s some fantastic businesses out there right now, for whatever reason, they just haven’t been able to verbalize the value that they offer even though they are brilliant organizations. And that results in them hearing things such as, “I can’t afford it. Let me think about it. Call me back next week.” It actually demoralizes sales people who causes cashflows within a business. So, we want to remove that issue by enabling them to actually communicate the value quicker and more effectively.
Tom Poland 2:10
Perfect. And sounds like you’re articulating your own value proposition pretty clearly right there. And so, question number three, five and a half minutes left. You’ve got these people and they’re hearing these objections, but what are the typical symptoms are they going to be experiencing their business, or the sales training, or the selling process, prior to finding your solution?
Ryan Tuckwood 2:32
Yeah. I think I can just talk about my journey there. I mean, you alluded to it, right? Started from failing, an introverted salesperson, and I was stressed and frustrated. And I was busy but not built to on a macro scale within the 65% of businesses in Australia go under in three years, and 95% go under in five. Terrible figures. It doesn’t need to be that. The symptoms are stress and disorganization, frustration, high turnover of staff, and ultimately business failure. And what we want to do is stop that, and we’ll reduce it as much as we can.
Tom Poland 3:04
Perfect. Thank you, sir. So, question number four, just under five minutes left. People aren’t stupid. They know they’ve got a problem; they know they’re getting these symptoms of fireball for answers and responses, and productivity of sales, productivity is not where they want it to be. What are some of the common mistakes that these folks are making prior to finding your solution?
Ryan Tuckwood 3:27
From a sales perspective, I think the number one mistake that everybody makes is that they try and figure it out by themselves. And if you look at the root cause of that, is that they don’t want to be considered to be a salesperson. And one of the keynotes that I do is called “Sales a Noble Trait.”
Ryan Tuckwood 3:43
We want to communicate that understanding how to sell with integrity and sell honestly, which is SWISH, which is our methodology, it’s not a bad thing so stop trying to figure it out yourself. Just like understanding mild or zero, or marketing or anything, sales is a skill, and there’s an order of which we do it. So that’s the biggest mistake.
Ryan Tuckwood 4:02
And then two more would be, going into an interaction wanting to sell. So, having a premeditated idea about what product or service you’re going to offer, and you need to emotionally detach yourself away from the outcome. And your job is only to find out whether a sale should be made. Your job is not to make the sale. It’s just to find out whether a sale could be made in the first place.
Ryan Tuckwood 4:23
And then the final one is, presenting in a way that they like to consume. I’m an engineer, I’m analytical, I’m process driven. I want emails, I want specifications, I want to sleep on it. So, in my early career as a salesperson, that’s what I was doing. I was selling as though I was selling to myself. We need stopped doing that and we need to sell in a way that the consumer sees value, not the way that we see value.
Tom Poland 4:44
Right. Wow, terrific. And so, a lot of value. Talking about that is a lot of value in that response. Thank you. Three minutes left, question number five, this gives people a valuable free action. So, in addition to what you just said, what’s one action item, or thought switch, or something that people could put into place that’s not going to solve the whole problem, but it’ll take them a step in the right direction?
Ryan Tuckwood 5:06
Yeah, amazing. I think it is a thought switch, isn’t it? It’s a mindset. So, the mindset I’d like people to take away from this is to go into the interaction just trying to understand whether they can assist, not make a sale. And taking that a step further, it’s to understand the way human beings by the decision-making process, and we summarize it as MCP.
Ryan Tuckwood 5:25
So, myself, company, products, in that order. That’s the way you sell anything. You sell yourself first, the company second, and the product or service third. And if you do it in that order, you’ll endear yourself to people where they want to listen and find out more about your products or services first and foremost. And if they don’t listen, it doesn’t matter how good your products or services, they’ve already switched off.
Tom Poland 5:46
Right. And so, presenting myself first, is that because people want that personal connection of trust, and rapport, and respect?
Ryan Tuckwood 5:54
Yeah. I mean, in 2020, it’s been well reported now that people are buying for two major reasons, convenience and experience. We’re not as price driven as we think the market is. We pay more for a better experience and a more convenient process. And we greatly experience by creating a deeper, more relationship-based approach to sales.
Tom Poland 6:14
Perfect. 90 seconds left and only two questions. Question number six, what’s one variable free resource we could direct people to that’s going to help them more?
Ryan Tuckwood 6:22
Tom, because I think you’re a legend of a bloke, what we’re going to do is offer every single person that listens to this podcast an opportunity to join our 14-day sales challenge totally free of charge. Normally retails at just 97 bucks. And they can go to 14daysaleschallenge.com/MTI, and when they put in the code MTI at check out, that 97 bucks will be removed and they get 14 days, 14 videos with me, 14 challenges. And we’ve had people 12X their sales in just two weeks in that challenge.
Tom Poland 6:56
You are a legend. 14, one four, daysaleschallenge.com/MTI. Go get it. Wow. That’s awesome. Thank you so much. Question number seven, and we’ve got 35 seconds left, so heaps of time. What’s the one question I should have asked you but didn’t?
Ryan Tuckwood 7:10
I like the BHAG formula; big, hairy, audacious goal. So, Ryan, what is your big hairy audacious goal? My answer to that is two. My big, hairy, audacious goal is to get sales and communication training into every single business around the world. And I wanted to pre-requisite of registering your business. So many businesses are failing because they don’t understand how to communicate. So, I want to get to ASX, I want to get to when people register businesses and go right to the top. And the second one is also to start this education in the schooling system. And start this right from the bottom, and make sure that we bring up the creative side in people.
Tom Poland 7:43
Ryan Tuckwood, thank you so much for your time and wisdom.
Ryan Tuckwood 7:46
Thank you. I appreciate it.
Tom Poland 07:48
Thanks for checking out our Marketing The Invisible podcast. If you like what we’re doing here please head over to iTunes to subscribe, rate us, and leave us a review. It’s very much appreciated. And if you want to generate five fresh leads in just five hours then check out www.fivehourchallenge.com.