Episode #084: Webinar and Live Promo Secrets: Mastering Sales Conversions with Aandra Bohlen
Webinar and Live Promo Secrets: Mastering Sales Conversions with Aandra Bohlen
In this week's episode of the podcast, Zach is introducing you to his good friend & sales expert Aandra Bohlen. Aandra Bohlen, a seasoned conversion rate specialist, excels at boosting sales by meticulously examining every customer interaction from first touch, to webinar pitches, to sales conversations.
Zach & Aandra breakdown the power of a well crafted sales message in a live promotion - such as a challenge or webinar - and the key factors that can lead to a lift in conversions.
When you tun into this week's call you're going to learn...
How Aandra was able to review our sales process for our bootcamp launch; and get our conversion rates up to 19%
The important factors to consider in your content presentation (webinar, challenge, or video based) to queue up for successful conversions to your offer
How to craft a pitch designed to lead to maximum students and clients
Simple steps (and scripts) you can follow to transition seamlessly from content delivery to offer sales
As you know I don't do a lot of guests; so when I do it's because it's someone I TRULY believe in - so tune in and dial in your sales conversion strategy.
Links Mentioned:
Aandra's Freebie: AandraBohlen.com/scorecard
Aandra's Breakthrough Sessions: AandraBohlen.com/breakthrough
The FB & IG Ads Bootcamp: TheAdsBootcamp.com
Full Transcript:
Zach Spuckler:
This is not your average online marketing podcast, episode number 84. And in this episode, I'm bringing on my very dear friend and sales expert, miss Aandra Bohlen. And she's gonna be talking to you all about how to increase the conversions in your live offer presentation. So if you do challenges, webinars, sales calls, and you feel like you're not getting the most sales you should be, this episode is gonna be for you, so stay tuned. Hey. Hey. Hey. Not so average marketers.
Zach Spuckler:
Welcome to another episode of the podcast. I am so excited to be joined by my good friend, Aandra Bohlen, today. Now before I welcome her, I have to give mad props to Aandra. Now y'all may or may not know, but we do not have a lot of guests on this show. It is very hard to get on this show. We are gatekeepers around here. And so when I bring somebody on, it's because I fully believe in who they are, what they do, the process they bring to the table, the expertise they have. And, Aandra is a really good personal friend.
Zach Spuckler:
I try to see her about once a year. We live on opposite sides of the country. She was at my wedding, like, Aandra is the real deal, and, I won't I won't, hype it up too too much, even though you can't with Aandra. But I want to take a moment to introduce you to the wonderful Aandra Bohlen. Hey, Aandra. How are you?
Aandra Bohlen:
Hey. Hey. I guess I can't say Booski. I'll say Zach.
Zach Spuckler:
It's okay. Yeah. Booskey. That's our nickname for each other. So if it if it slips out, it slips out. It is what it is. You guys are a fly on the wall to a real, real good friendship here. So, before we jump into the episode and really start talking tactical sales strategies, tell us a little bit about yourself, your business, you know, all that good stuff, you know, the standard podcast intro, and then we'll get into the juicy, juicy stuff too.
Aandra Bohlen:
Sure. Well, I'm a conversion, rate specialist. In other words, I help people increase their sales, and I look at everything that they have going on that their audience touches. And I've been in sales since I was 16. I was in corporate for a long time, but I've been in this online world since 2015. And I really love working with clients who really wanna have epic enrollment experiences. They really care deeply about their offers and and the people that they serve. So you've probably seen me behind the scenes at some really big successful launches.
Aandra Bohlen:
I'm usually kind of that quiet sales ninja working behind the scenes in those situations, but I really like working with those folks. So that's what I do. I help you get more sales, in your business.
Zach Spuckler:
I love it. And just to kinda set the stage for everyone listening, you know, we talk all the time. So Aandra is, like I said, a good personal friend. So it is not uncommon for me to call up Aandra on FaceTime and be like, yeah. I got this webinar coming up. What the heck am I supposed to do about this? And you are just always such a wealth of knowledge, but I wanna share a really specific example that I think will tee us up for such a wonderful conversation, and that is that we have, a 5-day bootcamp that we run live on Facebook and Instagram ads for listbuilding. And on day 3, 4, and 5, though there's some other stuff, and we're gonna talk about that, we actually have a very, like, live engaging pitch. Right? So on day 3, we're like, here's how you buy our membership.
Zach Spuckler:
Day 4, we have a here's how you buy our membership. And then on day 5, we have what is essentially a miniature webinar, that pitches the program. And with your help, we've been able to get our conversion rate, on this offer in that bootcamp. We were down, which we haven't talked about much, we were down to about 12% conversion rate, in our last challenge, not the most recent one, but prior to the most recent one. And with your consulting and some insights, we were able to get that conversion rate up to 19.2%, so a 7% increase in conversion. So, I promise you guys I'm not gonna talk the whole time. I just wanna set the stage of that is what you are incredible at, is helping people understand the way that you position and present your offer down from what you say before the pitch, during the pitch, and after the pitch to get those conversion rates up. So I would love to kind of open the conversation in that context, like talk to us about when you're working with someone who's doing let's just use the word webinar so that it's nice and consistent throughout.
Zach Spuckler:
But if somebody is going to host a webinar or has hosted a webinar, it's like, man, you know, that that that that content, like, how do I start getting into the webinar content, And what should I be doing on my webinar to really be setting the stage for a successful presentation of the offer?
Aandra Bohlen:
Yeah. That's such a good question because I think a lot of people have went out there on the Internet and found the templates and found the different methodologies. And one of the problems that I've always had with those standard templates is that it's taking you out of it. Mhmm. And it's usually just a carbon copy of not to be rude, but usually it's some bro marketer and they talk back. And that's very intimidating. Right? So I think when we follow those templates to the t, it kinda takes you out of it, and that's gonna make you feel uncomfortable. And if you're not feeling comfortable overall, it's gonna it's gonna read like that to your audience.
Aandra Bohlen:
So the first thing that I've noticed across the board is that most people over teach. And that's because they feel like and I get it because we wanna offer tremendous value, but value isn't always equitable to teaching too much. Right? Value is really defined as did the student or the listener actually absorb, retain, and can they do something with what you just taught them? And so the first thing that I'm always looking at, and I always find that I have to trim it down is I look at what they're teaching and are they overcomplicating it? Are they teaching too much? So keep it simple as the first golden rule. So think about your content and the outcome that you have for that content. And if you're teaching 5, 6, 7 different things, I want you to divide that by 2. Scale it all the way back so that you can be really impactful on the 1 to 2 to 3 concepts. And a good example of this is if you have a framework or a methodology, really center everything around that because that's gonna take that listener or that viewer onto a nice journey where they can see themselves do like, they can actually see themselves on that pathway, and they're integrating at every step. Does that make sense?
Zach Spuckler:
Yeah. That makes sense. And I do wanna touch on something you just said, which is that we equate content with value. And I think, especially, you know, even with things like AI and ChatGPT and Google, like, content is not value. Results and relevant content is value. So you guys, if you've listened to the show before, you know I'm, like, give without expectations and just, like, give more than you think you need to give, but that doesn't always mean a 150 slides of content. Sometimes it's giving such valuable content that it is impactful. And and it's like you said, you know, a good expert takes the complex and makes it simple.
Zach Spuckler:
They don't explain the complex.
Aandra Bohlen:
Yes. And there's 2 things that I always that you just brought up that I'm like, yes. Because what you want is think of your audience that's coming to your live presentation or your webinar. They're gonna you want them they're gonna come in one way and you want them to leave another. Right? And so it needs to be transformative. And I had a good friend that used to always tell me this, that he said, ambiguity is for the masses. Specific specificity is for the masters. And you can't be specific if you're all over the place and you have too much that you're teaching.
Aandra Bohlen:
You're just taking someone on a wild ride. And here's what you're doing more importantly, because to your point, giving value that what you're really saying is don't gatekeep the good stuff. And I agree with you on that. It's like, don't gatekeep the good stuff. Don't be afraid that by giving the good stuff that you're gonna miss sales opportunities. You're gonna actually open the door to more. But the real truth is is that you wanna really make sure that it's transformative, that it's simplified, that it's digestible, and that they're able to take the actions all the way through. Yes.
Zach Spuckler:
I love that. And you also had us with our bootcamp specifically. It's it's really funny. We, talked about doing our giveaway theme. So for those who don't know, we do, like, a little giveaway theme. And you had, mentioned I do Taylor Swift. I don't like 5 times, like, Millie Taylor Swift giveaway every time, and you were like do something else. And I was like, oh, my gosh.
Zach Spuckler:
It'd be so fun to do a cat themed giveaway, and I only bring that up because 2 really powerful things came out of that. One is what you said is that that is, you know, it doesn't have to be necessarily, you know, in the webinar or the bootcamp or whatever. But, like, that really let me showcase who I am and really show up authentically in my personality. Like, I am a crazy cat dad and, like, no bones about it. I'm going to the cat expo next weekend. It's gonna be so fun. And, you know, that's the kind of stuff that, like, you don't get on a template. Right? You don't get from the templatized people.
Zach Spuckler:
It's it's like, who am I? Five bullet points. Why to trust me? One credential. Like, it's okay to break that box because when you do, to your point, transformative high value content, that other stuff isn't as as important. And the the second reason I bring that up is that it did such a good job of this. This other point that I wanna touch on was we ended up creating a very, interactive, I guess, is the word I would use, experience. And so throughout the week and even on the calls, people were, like, dropping cat GIFs, making cat puns, using cat emoji. It was crazy. I've never seen anything like it.
Zach Spuckler:
But can you talk to us a little bit about, you know, when you showcase your personality, how do you translate that value into kind of calling your audience in? And is there value in in doing that? Or is is it detracting to pull away from your presentation to call the audience in?
Aandra Bohlen:
Oh, no. In fact, this is another common mistake that I see people make is they're just running through it. It's like you're back in college in the lecture and the, the, the professor is just talking at you. It's like, you need to create these interactive interludes. This is really important. Number 1, it's it's a digestible break for that. For your listener, it allows them the opportunity to take what's in their head and let it transfer down into like assimilation or knowing or like, yeah, I got that right. And if you're just running through stuff and you're not involving people, you're not interacting with people.
Aandra Bohlen:
I think that you're really going to do yourself and your audience a disservice. And when I talk with people about this, it's not that that's their intention. They just you just forget because you're so caught up on, I gotta give them all this stuff. And it's like, if you just pull back, think about what the outcome is. Think about where you want them to go. And that's what you did with the themes. I think it should be fun to learn. Yeah.
Aandra Bohlen:
If you like classrooms and you look at all these teachers on TikTok, I'm like, dang. I wish I was back in elementary school. They made learning math fun because they're involving people. And my mom used to always tell me, and she was a director at a daycare center. So this is so director daycare centering. It was like, tell me and I'll forget. Show me and I might remember, but if you involve me, I'll understand. And so anytime that I look at a webinar, I'm always looking at it through that lens.
Aandra Bohlen:
It's like, what are you doing to create an experience? How are you involving them? Are you making it easy for them to learn? And are they going to come in one way and leave another, whether they buy your offer or not? How will you make them feel? And did they feel like that was time well spent and invested? And that means they need to know something different. They need to know, be, and have something different than they were before they came in.
Zach Spuckler:
I think that what you just said is so important is that whether someone buys from me or not, my live presentation again, we're using webinar here, but whether it's a bootcamp or a webinar or a video series or even an email sequence, they need to gain value. And I wouldn't even say validity, but, like, some level of self trust or self validation from that process or else, one, you have 2 camps of people, buyers and people who feel like, well, if I don't buy, this was a complete waste of time, And those people don't come back ever again. Or you really convert low and you don't have a lot of buyers and you still have all those people in that camp who are like, not only do you not have buyers, you don't have an audience that wants to stay connected to you.
Aandra Bohlen:
Absolutely. And if you think about let's look at your conversion. Right? 18% or 19% and incredible. Right? But now what's cool is because of the way that you created this experience with the focus being on really, obviously the outcome is you wanted to get there's a there's a metric you need to get the sales, but the real focus was, how can I come into this authentic, have a blast with this, make it fun to learn? Right? Yep. And now what's cool is you've got, I suck at math. My mom always said, but what is that? 70 1 percent who didn't buy that you now have a relationship with Mhmm. And you will continue to engage with. And all you've done is set the track for future higher conversions Yes.
Aandra Bohlen:
Because of what you did. And so that's the other thing that I would recommend just from a mental thing is, like, be easy on yourself. It's okay to have goals, but you should have, like, good, better, best. Right? But mind that gap. Right? Know that it's okay. There's gonna be people that come forward that now you get to nurture, develop deeper relationships with, and still move them into the next presentation and the next one because it's all about trusting on your ability to deliver the result, and that might take more than one webinar to do that.
Zach Spuckler:
Yeah. I love that. And and that's such a, you know, a huge part of what I talk about is, like, always be growing your list, always be nurturing your audience. Because we during our bootcamp, we did, like, a fun poll. And we're like, how long have you been following me in years? And there was, sure, a ton of zeros, but we also had people who were, like, 6 years, 10 years, you know, 9 years. A lot of people in the 2 to 4 range, which is something that we're looking into and intriguing to me. But, you know, people will stick with people who actually give value to them whether they gave you a credit card or not. Right?
Aandra Bohlen:
Oh, right.
Zach Spuckler:
Do you think that, you know, as a I don't wanna go too tangent, but as a bigger conversation is, like, especially in 2024, I I just talked to, a consulting client earlier today and, you know, he's like, I feel like launches are down. I feel like launches are down. And I, being a little tongue in cheek person that I am, said I feel like crappy launches are down. Like, the launch where it's, like, everyone's a number. How do I get 50 k people sign up for the webinar, present the offer? I never hear anything from the person in charge unless they are celebrating me or or tagging someone else to deal with the problem coaches the coaches coach, you know, or they're not engaging with the audience. And I get it. There are certain limitations, and you may hit a point in your business, but there are a lot of people with audiences of, you know, 3, 4, 5, 600,000 preaching to you to sell the same way that they sell their audience, and you don't have those limitations. And so what you're talking about, Aandra, is that you can do these things.
Zach Spuckler:
You Absolutely. Their personality. You don't need this corporate buttoned up perfect presentation because that's not where you're at at this point in your business, especially if you're listening to this show.
Aandra Bohlen:
Absolutely. And I think there's a difference between a template and a framework or a guideline. Right? And these are guiding posts. These are guidelines that you can use to make it easier for you, and it kind of button up what we were just talking about. The reason why we're talking about that authenticity and things like that is because you wanna have the right, you wanna bring the right energy into the space. Because again, that energy is transferable. And so and that can positively or negatively impact your results. And so making authenticity be a guiding rule, throwing out the rules of, you know, rigidity and things like that.
Aandra Bohlen:
Let it go. And and to be frank, I don't like cats, but I certainly was there for the cat theme. Yeah. Yeah. And I think I was most excited because I saw how many people were excited to share their little furry loved ones. So whatever that is for you, but bring them in. And that's really what we were just talking about, those interactive interludes that happen inside the the presentation And in the situation where you're doing a live challenge, and you have these mini moments where you have these daily themes and you're bringing them into a mini webinar or mini teaching, that leads to the ultimate webinar. It's like, bring them in completely.
Aandra Bohlen:
That's all. Yeah.
Zach Spuckler:
And this is such a great transition to the the big question that I know people are thinking. And I want to articulate this fact is everyone's like, this is great, and I feel a lot of people do feel like I know my content. Maybe they struggle to embed their personality for various reasons, but that's something that you can grow and nurture over time. Like, I have been doing this for 10 years. And so when I show up, I'm just like, you get what you get and you don't throw a fit. And if you do throw a fit, you can hit the unsubscribe button. Right? That's something that you can grow into with time. But where a lot of people I think get stuck is when it comes to transitioning to the pitch.
Zach Spuckler:
Right? It's like when I go to, or not even transitioning, I should say the pitch itself. I wanna come back to the transition. They're like, this is great. I have this great content, and then I go to make the offer, and suddenly, it's like it almost feels like when the sun sets. Right? Like, the sun is setting its beautiful colors in the sky. The content is engaging. The personality is there. And then suddenly, it goes dark, and it feels like a completely different landscape the minute I present that I have something for sale.
Zach Spuckler:
Can you talk
Zach Spuckler:
about how we keep that engagement and looseness and and value, frankly, when we are presenting our offer?
Aandra Bohlen:
Yeah. I think this is such a you're right. These are the two points that are really sore sales sore spots for people. Is, like, how do I showcase my offer? And, and then how do I transition into that? So let's talk about showcasing it first. One of the things that we did with you is we looked at your offer in its wholeness, and then we started to pull out the big key differentiators that were really important to the peep to your students. Right? The things that would support them in those places where we know they're gonna get stuck. So to those that are listening, think about your offer and think about your your client or your student or whomever and think about where they're going to get stuck in your offer. And what is it that you do that kind of minimizes or mitigates that? And so you really wanna highlight your differentiate or differentiator and make sure that it's solving where your client would get stuck.
Aandra Bohlen:
An example for you was we looked at, okay, people like structure. People like to know what success looks like or feels like. So for you, we really highlighted your 90 day onboarding, right? Because it gave them a pathway. It overcame the objection of, yeah, I'm gonna come into this membership, but then what? Right now they actually have a plan, a path, a way to move that moves them into, results at 30, 60, 90 and what that looks like. So think about what that is in your offer that you can pull out that's going to help them be successful. So that's number 1. The second thing that I see a lot of people do is they become features and benefits. It's like, you know, and it's like, I'm more interested in the experience.
Aandra Bohlen:
In other words, if I buy your offer, what does that look like, feel like? What is the actual experience tied to the result? And a perfect example is if I come into in an offer, I wanna know what will happen first, second, how will that get me the result that I'm looking for, so on and so forth. And I think a lot of people spend too much time on features and benefits, and they're not tying it into the actual experience.
Zach Spuckler:
Yeah.
Aandra Bohlen:
Because sales is very experiential. And so your offer, as you're describing it, needs to feel as such. So keep that in the top of your mind as what's the experience before the feature and tie the features and benefits into that.
Zach Spuckler:
Yep. And I think that where people get tripped up, you know, is they think like, some people think the features and benefits are the experience. And so they do promote that. And so to be really clear, like, what I'm hearing, and then you could tell me if I'm totally outpace, is like the experience is not you get to join a Facebook group. You get to access 12 modules. The experience is you're gonna join a community. Here is how we serve that community. You can expect us to be interacting with you in this capacity.
Zach Spuckler:
You can expect this type of turnaround. You have access to these types of experts if you have people on your team, or you can expect this type of access to me. I think within that is there is so much, frankly, saturation. Right? Like, we can we can play the game of, like, there's room for everybody, but there is saturation in a in a lot of offer spaces. And so people wanna know that they're not just paying 9.97 to join a Facebook group that you check once a week plus a q and a call that is the same as everybody else's?
Aandra Bohlen:
Absolutely. And and the and this is a tip. Write this down. It's, like, think about every everything that you wanna say about your offer. It needs to be so you can. This is how I would say it. So you can either move towards something or move away from a pain point.
Zach Spuckler:
Yep.
Aandra Bohlen:
So using the community, we created this community so that you always have a place to get your questions answered, and you don't have to do this alone.
Zach Spuckler:
I love that.
Aandra Bohlen:
Perfect example of how you do that. Yeah. So you can. Because where what's it taking them to?
Zach Spuckler:
And I think you also said something really earlier that I wanna call back on is that when your personality and your authenticity are present, I think one thing that I've observed with a lot of my students when I look at their pitches or when I look at, you know, people, who I consult with when I look at at their pitches, a lot of times it's like they might even lean into what you're already saying. Right? Like, they might be talking about what's different, and they might be talking about how they support people, and and they might even be selling that really well. And then what I often see is they get to this point where they're like, and it's 297 or 2 payments of 5th a 150. And so there's a link to join, and, let me know if you have any questions. And then they spend maybe even 5, 10, 15 minutes on q and a, but it's like that it's like they they almost, like, are so fearful of the price or the presentation or the asking for the sale that, like, they they take all this work. They guide people down the path. They take them right to the gates of, you know, Oz, and then they close the door and were like, well, you saw the path. You can get back there, and then then they never revisit it.
Zach Spuckler:
Can you talk a little bit about how people can, like, confidently step into that asking for the sale piece?
Aandra Bohlen:
Yeah. I think that yes. And this is a total mind shifting, so I'm not trying to get extra woo on this, but it's like, look, then it's just a number. But if you're treating it like a number and you're running really quickly through that, that doesn't feel good. Right? That's like you just dropped on me and then you didn't you left me. You've looked like took me to the edge of the cliff and now you're gone. And it's like, that's uncomfortable. And so I know you care about the experience of your of your, audience and those that are on your webinar.
Aandra Bohlen:
So you wanna do the opposite of that. You want them to feel held. And so when you're you need to be asking for the sale. You need to be talking about that price and then anchoring it, anchoring it with the results. Right? It's $297. And what that's gonna allow you to do, what's the ROI? And it doesn't have to be an ROI in numbers or, you know, in in dollars
Zach Spuckler:
and cents.
Aandra Bohlen:
Numbers of dollars and cents. It's a a benefit of the whatever the pain or the future pain that I'm afraid of is going to solve. And there's a lot of value in that. And so I don't wanna be rambling, but it's like for the love of everything that's real in this world, it's like, don't just drop a price and then run from it. If you're nervous about that, here's a good tip. Go from the price and review what those things are. In other words, like, it's just $297. But let me kind of review and recap, recap how that's going to support you and what it's gonna allow you to do in your life or business.
Aandra Bohlen:
And you start going back over and reviewing what you just shared with them. Yep. So drop price, don't run, don't jump to q and a, review and recap.
Zach Spuckler:
Yeah. I I love that. And I think the the big thing for me, you know, like, in terms of whether you think about it as, like, woo or psychological or, like, just experiential is, like, if you really believe in your product, which I know most people do, it's, like, give that the room to breathe. Right? Don't suffocate out the flame that you just spent an hour stoking. Right? And so what what has been really helpful for me, and this is something that I know we worked on this this is, like, years ago, but I know we talked about it, is I used to be, like, oh, yeah. I get through my pitch in 5 minutes, and now I'm, like, I want my pitch to be, like, you know, 15 minutes. I want I wanna hold the space not because I think that people need to listen to me, you know, sell for 15 minutes, but because I believe in that offer, and it deserves that space to breathe and exist. And and if I have done what we talked about in the first part, which is, like, I have given value.
Zach Spuckler:
I have provided a transformative experience. This is such a clean opportunity to tell people, like, if you loved this transformative experience and you wanna keep going, great. Right? It's like you wouldn't like, the the new Wicked movie is coming out. Right? And it's like you're gonna go to the movie theater, and they're gonna cliffhanger. And but even though it's like that cliffhanger, it's you know the opportunity to come back is there. And before that movie has even come out, we know it's a trilogy. Right? Like, are you giving your audience the opportunity? Like, it's a webinar in 2024 people. Like, people know there's an offer coming.
Zach Spuckler:
You don't need to pre sell the offer, like, years and light years before the webinar. People know that's coming. And I know we're gonna talk about, offer seeding in a second, but it's like you need to know that if you give that first piece of the trilogy, the content, and then you close the door or you rush through the second piece, you're not telling the full story and people aren't getting the experience they deserve.
Aandra Bohlen:
Absolutely. And one of the things that I know about each and every single one of you that's listening is you care deeply about your work. And you spend a lot of time really creating your offers, making sure that they're really solving a problem. And that's what you're really doing. You're not selling. You're solving. You're really presenting a solution, and you really need to take the time to present how that solution is gonna help them go from a to z. Right? And so the price is just a piece of it.
Aandra Bohlen:
That's just the that's just the cost of admission to get the help that they're asking for. So really take the time to really go through that. I would agree, Zach, if you were to tell me, and I'm sure I probably have. If someone tells me they're converting their pitch is 5 minutes or someone tells me, oh, I have a 100% conversion on my sales calls, I'd be like, there's a problem.
Zach Spuckler:
There's a problem.
Aandra Bohlen:
Because that means you're not taking enough risk or you're not having enough conversations or you're not take you know, blah blah blah. So that's a whole another topic. But, yeah, I would say best best practice that could help you because I know you want a tangible. As soon as you drop that price, go back and do a review and recap.
Zach Spuckler:
Yep.
Aandra Bohlen:
That'll kind of force you out of the habit of running to the q and a.
Zach Spuckler:
Yes. And for and, you know, practice the pitch. Like, I'm I to be totally candid with my audience. I'm not a big practicer, but I do review my pitch slides, and I know that when I get there, I have an internal note. I used to literally put it on my screen, but now it's more internal that I'm, like, breathe and slow down because I'm a naturally fast talker, and I don't wanna rush through things.
Aandra Bohlen:
Yes. You wanna keep this is so important, and we're gonna end up talking about the transition. But the energy and then the energy and the tone needs to stay the same. Yes. So whatever you were bringing while you were teaching is the same energy and tone and pace and cadence when you're offering. And that means you may have to practice. That means you may have to stand in front of the mirror or ask your partner or significant other or your cat. You know, can I practice with you? Whatever it is, do yourself that favor.
Aandra Bohlen:
And I don't think, you know, I've been in sales in the sales world forever. I still practice. I still review. I still watch. And this would be a challenge for all of you guys out there. If you've done a a webinar before, go back. Go watch your last webinar and check yourself and see how the energy flows and watch your tone and the pace and see what happens. And let us know about that.
Aandra Bohlen:
We'd love
Zach Spuckler:
to hear that. And this is such a a beautiful, ironically, transition to the transition. And I wanted to actually give you a shout out because we always survey people, at the end of our bootcamp and, like, ask them, you know, what did you think? What was your favorite part? Can we get a testimonial? And this last bootcamp, we got a 9.7 out of 10 rating average out of about 47 reviews that have come in so far. But one of the reviews really stuck out to me, which I was fascinated by. And somebody said, I loved the way you soft pitched your offer every day. It was so ex like, it just it felt light to me. And it was funny because, you know, the the term soft pitch is usually reserved for, like, oh, I've got this offer. Check it out or don't.
Zach Spuckler:
You know, super chill. And we actually had a full on pitch every day, 10 minutes, Tuesday, 12 minutes, 3rd no. Sorry. Let's try that again. 10 minutes, Wednesday, 12 minutes, Thursday, and then we do a full 15, 18 minute pitch on Friday. But because of what you're talking about, which is that embodying the tone, which I I will give myself credit, I we do that well. I have the same energy through my webinar, is that the content is engaging, the results are engaging, the the transformation is engaging. And so when you get to the pitch and it is essentially presenting an offer, but it's still high energy and engaging and connecting, people aren't, like, oh, my gosh.
Zach Spuckler:
I gotta sit through this thing. They're, like, oh, wow. How cool. What an what an what an accessible way to learn about your thing that doesn't leave me feeling jaded. And so I wanna give you kudos for that because you really helped us with that transitionary piece. So can you talk to us about, you know, yes, keep the energy, yes, keep the flow, and
Aandra Bohlen:
how do we
Zach Spuckler:
do that pragmatically when it's like, oh, I've just given you so much. You've see so much value in what I do. Now pay me. Right? And that's why I think a lot of people I do think there's an energetics to it for sure, but how do we pragmatically go from, like, I I'm making that switch. I am, you know, making Yeah.
Aandra Bohlen:
How do you actually do it? Right? And and I will say one more thing too that you just brought up because you're right. Yeah. We're gonna talk about the energy and all that stuff. But you just said it, like, you're kinda chill about it when you do it. And I think that's because you're confident in your offer and you're detached from the outcome because you know that they're on your list. You know they're not going anywhere. It's all chill. When you take that pressure off of people, it's almost like it's not even, like, manipulative or whatever.
Aandra Bohlen:
It's a psychological thing because you what you've done is you've actually raised your status because people are always ex most people expect people to kinda be, like, hard selling them.
Zach Spuckler:
Yeah. Like, buy, buy, buy.
Aandra Bohlen:
Here's all you
Zach Spuckler:
need it. You have to.
Aandra Bohlen:
Right. Pressure. Pressure. And that's what they expect. And so it lowers your status when you're selling. So you do the opposite, and now your stat your status just raised, and now they're perked up and listening. So I just wanna say that before I actually give, like, practicals. Yeah.
Aandra Bohlen:
So stay loose to produce, please, and thank you. And always. Yeah. Exactly. Alright. So I think there's a couple of things that you can do from a tactical standpoint when you're transitioning to the pitch. You can shift your mindset from helping to offering more help, and here's exactly how you can do it. We've covered a lot today, and I know you're ready to take action.
Aandra Bohlen:
So we created offer blah blah, whatever the name is, to help you take the next action and get even better results. Here's how it works. Yeah. How do you feel about that?
Zach Spuckler:
That's I love that.
Aandra Bohlen:
Go ahead.
Zach Spuckler:
And I think the the just to really talk about that because people are like, oh, great. I'm gonna use that verbatim. Don't. Right? And I'm not saying you can't like, plea by all means, if that gets you in the game, take what Aandra just said in mind.
Aandra Bohlen:
Go for it. Yeah.
Zach Spuckler:
If you come to any of my live presentations or or the the presentation that Aandra does or has worked on, what you're gonna find is that there's always nuance to it because it is about the tone, the energy, and the flow. Right? So some people would naturally be, like, I'm going to tell you about my offer, and here it is.
Aandra Bohlen:
Yeah.
Zach Spuckler:
Right? And that is the energy that they bring. I'm someone who, like, one of the things I love to do is it's it's essentially the same, but I say, oh, my gosh. I've had so much fun, and I know some of you might be thinking, like, how do we keep this party going? Right? Is that is that anybody in the room? Because everyone's gonna say yes. Right? And so I'm like, is that anybody in the room? Also know your audience. If you've got 2 people on the call, don't be, like, pulling for a yes. Right? I've made that mistake early in my career, but it's, like, that's what I do. Right? But it's it is the same transition. I know this.
Zach Spuckler:
We've created this. Here's what it is. Right? And so I just wanna empower everyone listening that, like, yeah, that is a great example. Get in the game. Get off the sidelines, make the offer, and there's always a nuance that's gonna develop to your tone or energy, which you do such a beautiful job of pulling out of people.
Aandra Bohlen:
Yes. I do. Because I want you to feel comfortable and confident when you say it. Because if I were to say, hey. Say we've covered a lot today, and I know you're ready to take action, so we created this to help you do that. If that doesn't flow off the you know, that doesn't roll off your tongue in a way that feels good, or it feels right or maybe it just feels weird, then we'll find another way. So here's another way that you can do it. You can include an actionable takeaway before the pitch.
Aandra Bohlen:
So you could be like, hey. Here's one last quick tip that you can implement immediately. Now for those of you who want even more support with this, we created
Zach Spuckler:
ABC. Oh, I love that.
Aandra Bohlen:
Okay. So that's an example. Another one could be kind of like what you're, you know, kind of like the elephant in the room. It's like, look, Here's the thing, guys. We've all been to the webinars. We already know that they're selling something. So this is actually good news. Right? I signed up to this webinar.
Aandra Bohlen:
I know you're going to sell me something. I actually wanna hear what it is. That's part of the reason why I'm coming. So don't think that don't pull back from that lean into that knowing. So you could be like, one, you could just address it head on. It's like, I know some of you might be thinking like, okay, that's cool. I just learned some really cool stuff, but how do I actually implement this on my own? That's why we created this offer, is to help you actually implement these strategies so you can get results faster. That's another segue.
Aandra Bohlen:
How do you feel about that one?
Zach Spuckler:
I like that one. And there's one other you right in that same vein is, like, it is the elephant in the room. Right? And so I know that we we've talked about this. And when I started doing it, you were like, yeah, no. A lot of people do that. And I was like, oh, my gosh. I thought I had this great idea. But one thing that I love to do on my, presentations, and admittedly, our membership is $67 a month.
Zach Spuckler:
So there's, you know, relevance to that. And I know you'll give some more context. But I think on the very first day of our bootcamp, which would be akin to, like, the first five minutes of your webinar, we literally say, like, look, let's just get the elephant in the room out of the way. We have this incredible offer at the end of the week. It's $67 a month. It's called non travel membership. Google it, whatever you want. I'm not looking to sell it to you right now because I promise you such an incredible experience over the next 5-days.
Zach Spuckler:
When the time is right and when I know you're ready because I know you will be, we'll tell you all about what that looks like. But now you know the name, the price. Let's get into the good content. You can lower your guard, and we can just have a good time talking about what I've promised I'm going to deliver to you. And then, you know, side note, actually deliver on that promise. But, you know, can you talk to like and and I always call that, like, seeding the offer early. But can you talk about how that can work, you know, low ticket, mid ticket, high ticket. Does that work? Low ticket, mid ticket, high ticket.
Aandra Bohlen:
Yeah. Okay. So that was gonna be my last tip, preview the offer before diving in. And I think you've done such an incredible job of this. I do think that it's a little bit different. Like, if you're doing a challenge and it's a low ticket offer, you can drop that price. Yes. You'll do this at a mid and a high ticket.
Aandra Bohlen:
You just have to do it a little bit differently. And so you can say, hey, we're gonna be you know, at the end of this, I'm gonna be showing you how we can actually help you. It's called this. It's gonna be able to help you do a, b, and c. And don't worry. We've got pricing that we've made accessible to to most all of you, hopefully. Right? Like, we've made the pricing accessible. No stress there.
Aandra Bohlen:
And and then you can just kinda tie it up and be like, regardless, the most important thing is what we're doing right now, the outcome, and here's what we're promising you'll get out of our session today. So you can a, b, and c. So I definitely think that if you have a low ticket, that's an easy thing to do because that price point look. I've spent that on Uber Eats for Totally. A month and a half.
Zach Spuckler:
Today for lunch.
Aandra Bohlen:
Yeah. Absolutely. But if it's a higher ticket, I can hear your listeners thinking, yeah, but I can't do that for this because it could stop someone. You can't drop price if it's something that requires a little bit more thought. It's not a knee jerk Yes.
Zach Spuckler:
And pull
Aandra Bohlen:
up opportunity. But I agree with seeding it upfront because I think that just removes anxiety. In fact, I've actually seen people do this on their register on their webinar
Zach Spuckler:
Yep. Opt We've done that too. It's great.
Aandra Bohlen:
Right? It's like, you're also gonna learn how we can how our program blah blah blah can help you blah blah blah. Yep. So I think previewing the offer before diving in is really powerful. And I I think who it's most powerful for is you. Yeah. Because anything that you can do to minimize your own internal anxiety so that you can show it more powerfully for your sales ninja investigator. I'm like a private sales ninja investigator. I'm like a private eye, and I'm just looking for, like Yeah.
Aandra Bohlen:
Where are the opportunities? Where are you losing your audience? What's the experience like? I have a really good sense of the other side, like, being in the shoes of the other of the listener or the one that you're selling to. And so while I'm always looking for the same things because they're those are my clues, it is always customized because everyone is different. But the outcome and the result that you want is the same. You want people to have an incredible experience. You want it to be transformative, and let's keep it grizzly. We wanna make sales, and that's okay.
Zach Spuckler:
Yes. Yeah. I love that. And I I think I don't know if you remember the old this is, like, I'm, like, dating myself a little, but do you remember the show Monk with Tony Shalhoub?
Aandra Bohlen:
Oh, yeah. Yeah.
Zach Spuckler:
Okay. So there's, like, a newer newer generation version of that show called Psych. So if you're a younger person, you may have seen Psych. And if you're super, super young, you may be watching, like, High Potential as the new show. But they're all the same concept, which is basically this person who's not a cop comes onto the scene, and people are like, how could you know these things? How could you know these things? And it's not that they know anything that no one else could know. It's that they're hypervigilant and they're hyper observant, and I think that that is your superpower when it comes to sales is that these these are things that when we are presenting our own offer, we don't realize the things that we don't realize. Right? And so you need somebody to come in. You need that 3rd party consultant just like the police station does in the shows.
Zach Spuckler:
Right? They're bringing somebody in who's seeing the things that you can't see. Yeah. And that's what I love about working with you, you know, whether it's a quick FaceTime or we literally sit down and do an audit of something because you see the things, like, it's I literally see, like, it's that, you know, that GIF of the lady with all the numbers flashing by her, like, that's literally how I see you functioning. And so, I know we've we've talked about a lot today, but I I'd really love to just share with my audience, this opportunity that you've created to be able to access your brilliance. And, this is something that we've been talking about for for a little while, and I was super excited when I heard, not only the offer, but the way you're doing this offer. And so I don't wanna spoil too too much, but it is your birthday on the day that we're dropping this 10/10, October 10th, it's your birthday. And so you put together kind of this way that people who are listening to this because I think this is really, really key, you guys. Like, number 1, the the price point that Aandra is gonna share and she is gonna share it, like, is it's low, frankly.
Zach Spuckler:
And I don't say that about a lot of people. I I really don't. This is such an incredible opportunity that you put together for your people to access you, 1. But, 2, you you can't see what you can't see. And so, you know, I've been doing this for 10 years, and I call you up and say, what do you think about this webinar slide? And I would say 99.99% of times we change something. Very rarely do I get your eyes on something and you go, no, it's perfect. And that's not a bad thing. It's a good thing.
Zach Spuckler:
It's that's what you want is you want people who are gonna push you to improve. So it's your birthday, 10:10. You have 10 opportunities for someone to essentially get on the phone, and like you had said earlier, it's different for everybody. It's your unique gift to help them pull that out. So talk to us about how we can, you know, we because I might I might steal 1. How can we get on a call with you to access your brilliance and identify what we need to do for our individual unique sales process?
Aandra Bohlen:
Yeah. And I'm so excited about this because I think it's just gonna be a game changer for so many people. So essentially, what I wanna do, most of the time, I'm working inside of launches and kind of being like the launch strategist through, you know, with the lens of sales and I'm all over the place helping people with stuff. And so I thought, what can I do that's super accessible that allows me to isolate and identify an an opportunity that you can implement that could, like, give you an immediate lift in your conversion? And so that's what I created. Basically, it's got 297. You literally can bring any sales sore spot to me. And I'll give you a perfect example. I had, somebody reach out to me that's like, I know it's my sales page.
Aandra Bohlen:
I know it's my sales page. I'm not feeling right about it. I just need your eyes on it. Can we talk about it? And so they're bringing that to me. Or I've had people bring a webinar to me or maybe it's like an email sequence. And I'm not a copywriter, but I can certainly look at it and be like, oh, no. You didn't tell them about this. You should be doing a, b, and c.
Aandra Bohlen:
And so I was trying to think, how can I do that in such a way, where it's not someone that's happy to hire me for 2 months, 3 months, and I'm, you know, all up in their business in that way? So that's what we're doing. I want you to bring in any sales sore spot that you have, and it could even be you. You are the sales sore spot. Yeah. You've got a block or something to that effect. I don't know. But bring it to me, and I promise you I'll investigate. I'll identify.
Aandra Bohlen:
We'll isolate the issue. We'll find that leak in your conversion, and we'll plug it and fix it, and you'll get to higher ground. And so I've got 10 spots. And in full transparency, the reason why I'm also doing this is because it's likely that if I look at one thing, I'm probably gonna find another thing. Right? I might be where that trails it might there might be a trail or something attached to it. And so all I'm asking for, in that time is, yeah, you bring it in. I'll get to it. We'll figure it out.
Aandra Bohlen:
And then the last 10, 15 minutes, I may I may be able to say to you, like, hey. I think that there's an opportunity for us to further deepen what we're doing that's gonna have an even more of a greater impact. And I'd like to be able to see what working with me on a deeper level actually looks like. If it's relevant, it may not be relevant. But Yeah. You're gonna you're gonna see me in action potentially transition from helping you inside this offer to introducing another opportunity for us to work more deeply.
Zach Spuckler:
I love that. And I was gonna use still the words right, Armando. I was gonna say, like, at very minimum, you get to watch the master at work. Right? Because it is literally 40 to 50 minutes of value presentation transition into an offer to continue working together if it is a mutually beneficial fit. Yeah. Exactly.
Aandra Bohlen:
And there there may be situations, and it's happened before where I've worked with someone. I'm like, yeah. I think I'm I think we're good. Like, let's sit with the and let's stay connected. And and so I won't present an offer that doesn't exist because ultimately, I can't solve a problem if you I can't I don't have a solution if you don't have a problem.
Zach Spuckler:
Yep. Yeah. I love it. And I just want to fully go on record. Number 1, I do not get an affiliate commission for this call. Number 2, it is of because of that, is of no benefit me to hype up this call. But number 3, I like, truly and sincerely, if you are listening to this and you have a live sales presentation offer of any kind of an offer that you've sold, it's not selling at the level that you want. This is, and I truly believe this, the best $300 you can spend on solving that problem.
Zach Spuckler:
I think you can do all the things. You can buy the webinar template. You can put the stats into the calculator. You can post in the Facebook group of the, you know, 4 courses that you bought on webinars or evergreens or sequences or emails and yet,
Aandra Bohlen:
you
Zach Spuckler:
still don't have a conversion rate and that is because most programs, people, and processes are templatizing you. And it is Ondre's brilliance that she does not templatize you. I suggest things that are so off the wall sometimes because I love breaking the mold, and she'll be like, yes, and here's some of the principles we need to pull in from a sales perspective. So I also wanna encourage you as, like, a 4th note that if you are someone who is like, I just don't wanna get into this, like, psychological warfare NLP nonsense, That's not what this is. This is how do you align with what you believe your values and your content in a way that amplifies your conversion so you are serving your audience and serving yourself. And I like I said, that is of no benefit to me personally if you book it, but I think you'd be silly not to if you have an offer that needs it.
Aandra Bohlen:
A 100%. And I and I'm so glad that you brought that up because I know we talked about some mindset stuff, but we also talked brass tactics. And I'm a very much brass tactics, pragmatic person. So if you bring something to me, we're going to tactically address it, because then we need to follow that and watch the numbers. So I just wanna make sure that that's clear, because I'm definitely not a life coach or a therapist, but I am someone that's deeply intuitive. I have a sales intuitive nature, and I can assure you, whatever you've got, bring it. Like, I'm on the case. I'm game.
Aandra Bohlen:
I'm excited about it. I think it's gonna be really cool to see what people bring to me that I can kinda, like, crack the code and, like, get you to the next level.
Zach Spuckler:
Yeah. So if you guys wanna book one of those calls, you can head over to AandraBohlen.com/breakthrough. I'm gonna spell that for you, and then we're also gonna link it up in the show notes. So it's AandraBohlen.com/breakthrough. I'm gonna give you the benefit of the doubt that you can spell breakthrough. So, again, it's AandraBohlen.com/breakthrough, and you can claim one of those sessions. And here's the cool thing. We talked really intentionally in this call that I I know I specifically said this, like, the the long game matters now.
Zach Spuckler:
Right? And so I brought Aandra on, and I was like, I hope that my people snag these before they they sell out when you post them when you post about them and tell your people, I hope that we get like a majority of of the 10 in our community because I I know it's such a great offer. And we also said, like, you should be serving your audience even if there isn't a credit card exchange. And number 1, for anyone listening, Aandra has already done so much on this call, and she has given you incredible experience. But I want you to be able to stay connected to Aandra even if it's not time for you to book a 1 on 1 session with her. And so you've also put together this incredible webinar scorecard that I really geek out over because it's it's really fun. You can, like, type in the numbers of how your webinar performed, whether you have a program under $997, over $997. Or if you go to a sales call, you essentially put in, like, how many people signed up, how many people showed up, how long is your pitch, what was your, number of purchases sold. And it's basically going to tell you if you are performing above or below.
Zach Spuckler:
And from that information, you can, 1, work with Aandra and fix it, or 2, you can, you know, take that information and know where your sales source spots. I think where your focus and attention goes, the opportunity for growth exists. And so sometimes we look at our webinar, and I see this all the time with my students. They go, my launch didn't work. And I'm like, well, that's actually a very broad statement. Was it your sales page? Was it your sign up page? Was it your webinar itself? Did you you know, there's so many factors. And so you have created this incredible scorecard that you guys can get for free if you head over to Aandra, aAandraboland.com/scorecard. Again, we will link that up in the show notes, and you can you know, if you're like, hey.
Zach Spuckler:
I wanna see what this is about. Maybe maybe you're like, my webinar is great. Let's let's plug in the numbers and find out. And, if you find out it's not, you have a resource here. Anything I get so geeked up about this scorecard because it's a Google Sheet, and I'm a Google Sheets nerd. So I basically sold it for you, even though it's free. So I've given it for free. But is there anything you wanna say about that that scorecard that for people who, like, wanna get on your email list, wanna stay connected, and wanna get a free resource out of the whole thing too?
Aandra Bohlen:
100%. I think, I find that most people don't really understand their data. And I think it's a great practice for you to be intentional with your time and be, like, what are my numbers? Yeah. Because you might surprise yourself. You might surprise yourself that you were thinking it was one way, but the data reflects something different.
Zach Spuckler:
Yes.
Aandra Bohlen:
And when you follow the data and you use the data, it's easier to solve problems. Right? You can isolate. You can focus your energy on fixing that one thing instead of guessing what it was and fixing all the things because that's something that I see a lot of people doing. It's like, oh, I didn't get the sales that I want. Let me go do my webinar all over again, fix, you know, from top to bottom. And it's like, no. You really just need to fix this one little piece. So that's what the scorecard's going to reflect.
Aandra Bohlen:
And then you'll see on the thank you page, I'm still gonna invite you to if there's still lots left, I'm gonna invite you to get on a call with me. But even if you're like, that's not for me. I wanna work with Aandra in a different way. You can always email me, and we'll make sure that that's available for you as well.
Zach Spuckler:
Absolutely. So as we start to wrap up, I just wanna say 2 things. 1, thank you so much for coming on the show. You know I love having you. It's been way too long. Last time you were on, it was the hard soul and hustle show, and it hasn't been that for years. So I'm so glad you're back. And number 2, I just want to say this again, like, you know, I'm trying to be, like, socially correct.
Zach Spuckler:
It's a cesspool out here. Like, really, it is. And, you know, it's no judgment, but we all know there are people fly by night, crappy product, crappy offers, crappy support. Aandra is somebody that I can fully get behind and believe in what she creates. I don't bring people that I don't believe in on the show. There's a reason she was at my wedding. There's a reason we go visit her once a year, and I refer people to Aandra privately all the time because I know that she's going to create an incredible experience for the people I send her way. And so I want to, number 1, thank you, but I also wanna stress to the people listening, like, this is not I know that you can go find it on the Internet, on Google, on chat gbt.
Zach Spuckler:
You cannot experience it any other way. And so I'm just so grateful that you hear any parting words for the people listening.
Aandra Bohlen:
No. I I think one thing that you said too, and and then I I will have a parting word that I think is important is some of your audience might be like, who's Aandra? I don't even know. I've never heard anyone talk about her. And I'll just be really transparent. I only work with clients by referral. So this is the first time that I've come out in a long time Yeah. With an offer to the general public. Yeah.
Aandra Bohlen:
So I think that's what I'm most excited about. But I I will say this, to to all of you guys that are listening. It's, like, everything is just a process. Be easy on yourself. I think that I gave you some great tips that you could probably implement even if you implemented just one of them could be really helpful for you. And just know that this whole marketing thing, it's like test, refine and repeat. Right? It's like, so you're gonna continue to improve and improve and improve and improve, as long as you're willing to look at what you're doing and reflect back and make those changes. And I know that you are.
Aandra Bohlen:
So I had a blast chatting with you as always. And I love your audience. So this will be I'm I'm excited to have this moment with them.
Zach Spuckler:
Yeah. Well, there you have it. Aandra, thank you so much for being on today. For those of you who are still listening, congratulations. You got the good stuff. Stick around for just one more second. I'm gonna get you those information on the show notes, the transcript, the links, all that good stuff. But, Aandra, thank you once again for being here.
Aandra Bohlen:
Thank you.
Zach Spuckler:
Alright. So there you have it, an incredible interview with an incredible person and an incredible offer to support you in improving your sales. And I just wanted to really quick give you the link to the show notes. If you head over to heartsoulhustle.com/nyap048, again, that's heartsoulhustle.com/nyap048. That will take you to the show notes, the transcript, all that good stuff from this episode. And I just want to leave you with this. I know this is a long episode, but there was some really good stuff in there. And if you are working on your sales process, whether that be a webinar or a challenge or a video series, and you feel like you are not getting from the content to the sale effectively, I know Aandra can help you.
Zach Spuckler:
I have been working with her for a very long time, both professionally and as a friend, and I just know that she creates incredible results for people. So if you have been on the fence about like how you improve your sales, this is such a great offer. I won't bolster it anymore, but I'll just throw it out there again. If you want to check it out, it'll be linked up in the show notes for you. I hope you have an incredible rest of your day, week, month or year and until next time, stay not so average.
