The 1-Page Sales Plan with David Fastuca

0:01Boom! Shake the room, Fire Nation. JLD here and welcome to Entrepreneurs on Fire, the only daily show interviewing the world's top entrepreneurs seven days a week. Today, we'll be breaking down the one-page sales plan. To drop these value bombs, I have brought David Fastuka into EO Fire Studios. David is the CEO and co-founder of Growth Forum, and he generated an impressive 150 million sales pipeline at Locomote.com and is a successful exited founder over 30 million. His expertise turns challenges into opportunities, helping businesses thrive in any economy. David is also the co-author of the B2B Sales Playbook, A Tactical Guide to Build a Flood of Qualified Deals for Your Business.

0:43In today's foundation, we'll talk about the key elements of a one-page sales plan, what good messaging looks like, a multi-channel outbound, how to let go of a lead and get quality leads, and how to nurture those leads, and oh, so much more. And a big thank you for sponsoring today's episode goes to David and our sponsors. Is this your year to grow a successful business. Attend the world's highest rated business growth workshop taught personally by Clay Clark and now featuring football star Tim Tebow and President Trump's son, Eric Trump at thrivetimeshow.com slash EO fire. Again, request life changing tickets today at thrivetimeshow.com slash EO fire.

1:24David, say what's up to fire nation and share something that you believe about becoming successful that most people disagree with? Hello, and what's up, Fire Nation? Look, the one thing that I would recommend is having clear focus. And what I mean by that is I see time and time again, too many entrepreneurs are working on too many things and maybe even multiple businesses. Unless you've got the resources of Elon Musk, key focus on one thing is the one key that will make you successful. It's my favorite word, Fire Nation, focus, follow one course until success. Let's go. Today, we're talking about the one page sales plan.

2:10And we're not going to bury the lead, Fire Nation. We're going to dive right into that. And I want you, David, to go over the key elements of a one page sales plan. Fantastic. Let's just dive right into it. So these are the key elements. So first up is target audience. Who are you selling to? what are their needs, their pain points and motivations. And then the next one here is the value proposition. So this is often can be quite hard and challenging for people, but what unique value does your product or service offer? And how does it solve the customer's problems better than your competitors?

2:47This really should be clear and compelling. Then the third one is the sales strategy. So what specific tactics will you use to reach your target audience? Will this be online advertising, email marketing, networking? Whatever it is, you need to have this planned out. Then from there, we step into the sales goals. What are your revenue targets? How many deals do you need? What is the close rate you need to have? Set SMART goals here. So ensure they're specific, measurable, achievable, relevant, and time-bound goals. Then the second last one is the key metrics. So what are the key performance indicators, otherwise known as KPIs, will you track to measure progress?

3:33Is it conversion rates, average deal size? Whatever these are, make sure you list them down and you review them weekly. Then the last one is the budget. So what resources are required to execute your sales plan? What tech do you need to have? What licenses? is ensure that you list all these down and then you can enable yourself and your team to succeed. Fire Nation, the one page sales plan. We're talking your target audience, actually knowing who you're selling to that unique value. You know, one of my favorite phrases that I actually think can sum up my book in one sentence, become the number one solution to a real problem in a growing industry.

4:16How can you do that? What's the third thing, David? Sales strategy. So what specific tactics will you use to target your audience? Fire Nation, you need those sales strategies. They are so critical. And we'll get into that more later. The smart goals, specific, measurable, attainable, relevant, time-bound, key metrics, and then of course, budget. Now, David, good messaging, I mean, man, it is important for so many reasons, but I want to discuss what good messaging looks like. take it away. Definitely. So first we'll start off with clarity. So is your message easy to understand? Here you look, you want to avoid jargon, any sort of technical terms.

4:56And maybe these things may not be what your audience is familiar with. The best little test here is a test that you're messaging with someone who doesn't know what you do and about your industry. If it makes sense to them, then it's going to make 110 % sense for your target audience. Then we move on to relevance. Does your message address the specific needs and pain points of your target audience? Conciseness. You want to get to the point quickly. People have a short attention span, so make sure your message is brief and impactful. Then we want to back it up with credibility. So back up your claims with evidence, data, or testimonials.

5:37Then, this is my favorite, consistency. So you want to maintain a consistent message across all channels. And what I mean by channels, this would be your website, your social media, the emails you send out, everything and in between. And then finally, you want to have a clear call to action. So what is it that you want your audience to do after receiving your message? Make it clear and easy for them to take the next step with you. In Fire Nation, I see so often that people get the whole part right that David just shared, and then they just missed that last part. They don't have a clear call to action.

6:12They're just leaving these individuals scratching their head of like, oh, I was nodding the whole time. Like, I like this. I resonate with this. I want more, but there's not a clear call to action on what that more is, what that next is. It has to be there, bright, flashing, next step in your face. Don't lose people at that point. They've come this far with you. Now you have a phrase that's called multi-channel outbound. What the heck does that mean? All right, so let's dive into the definition of that. So this is basically reaching out to your potential customers across multiple channels. So this can include email, phone, social media, direct mail, SMS and instant message, all of those and more.

6:55And the benefits here is it gives you increased reach, improved engagement, and you can really personalize the communication here. there are some challenges obviously because you need to maintain consistency and there's a bit of complexity that comes with this most people now are probably used to leveraging one or two channels with all the ai tools that are out there like clay and all the amazing things you can do with that people rely on smashing that one single channel of email alone but the issue there is that and i think all of our inboxes can attest to this is that we're getting slammed every day with so many, you know, highly customized emails that we're becoming sanitized to this.

7:39So this is where if you have a multi-channel outbound approach and you can segment your audience and tailor your message to each channel, you're going to win more than if you focus on a one single channel. And I love this because things change all the time, Fire Nation. Sometimes X is hot, why is cold and then a week later a month later a year later it flip-flops and sometimes you don't know where or why and we've seen this kind of trend over the last 13 years with eo fire which is why we're like hey let's just be everywhere let's monitor stats and then let's really focus on what's working now but not keep take our eye off the ball on something that might not be doing great in this moment because who knows what the future may come and fire nation we have a lot more to talk about on this topic when we get back from thinking our sponsors.

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10:22Become the next success story. Schedule a free consultation and request tickets to join football star Tim Tebow and President Trump's son, Eric Trump, at Clay Clark's next business conference today at thrivetimeshow.com slash EOfire. David, we're back. And quick question. Do you have any kids? I do three. Okay. So you might get this. I mean, I have a 16 month old right now, so I've been watching a lot of Frozen and like they say in the movie Frozen, sometimes we just need to let it go. Let it go. So David, when is it time to let go of a lead? Unfortunately, a lot of people let go too soon. And what I mean by that is with all the conversations we have with founders and salespeople, they often let go after they touch a lead three to seven times.

11:10And what I mean by touch a lead, I'm not mean physically. I mean, you know, if you're sending an email, hit them up on LinkedIn or cold calling them, the stats show, and this is a Gartner report, that it takes approximately 18 to 23 touches before a cold lead will respond to you. So the gold is in the follow-up. So what I mean here is that you want to be consistent and persistent until you get some feedback on that. So you might get a lack of engagement. So if the lead has shown no engagement after those 18 to 20 touches, time to let go. If they're a poor fit, if a lead doesn't meet your ideal customer profile and they're unlikely to convert, it's time to let go.

11:56If there's budget constraints, so you want to focus your resources on leads with the highest potential to convert. and if you feel that they're not right, another one, time to let go. Then you want to manage your time. So this is where you don't want to waste time on leads that are going nowhere. If you're banging your head against the wall and you're just getting blocked, again, at the 18th plus touch, then it's time to let go. So it may seem like a lot of work, but I can have countless amount of times that we've received responses on the 15th, 17th, 18th touch, and you might feel like you're annoying the prospect, nine times out of 10, they're just like, sorry, I've been real busy or you caught them at the right time and then they respond.

12:40So don't let go until you do enough of lead touches. Do you have any desire to sing a couple of stanzas of the song? It was coming to my answer. My youngest daughter is in love with the second one. So don't tempt me. All right, I definitely will not tempt you and I won't be tempted myself because I want people to keep listening. I don't want them to disengage. And that's kind of the point of what we're talking about here, Fire Nation, is you should never be the person to disengage. Just keep providing valuable content, valuable touch points, and they'll know when it's time to let it go, if ever.

13:14Because again, you might just be hitting them at a busy time in their life. You might just be hitting them at the wrong time in their life. Then they get an email from you and you've been consistent and not crazy, just like sending them value, value, value with a potential next step. And they're like, you know what? Now is the time. Let's go. Like, let's go. So don't be that person to disengage. They can always hit the unsubscribe button. They can always do whatever it needs to do to disengage with you if they want to. Don't be that person. You don't have to be the person that initiates that. In fact, you should not be.

13:44Now let's talk about quantity versus quality because quantity, that's a lot of leads that are low quality. I mean, that will absolutely swamp you and may actually cause you to miss and not truly do right by those quality leads because there's just too many and there's just not enough time for you to do everything for everyone. So how can we consistently generate quality opportunities? Great one. So this is where you want to have a real targeted marketing. So you want to focus your efforts on reaching out to the right audience. Again, going back to your ICP. You want to create compelling content.

14:21So talking to your prospects, create content that educates them, informs them and engages your target audience. So, you know, similar to this podcast here. Then, you know, we've just spoken about lead magnets you mentioned earlier, but this has gone beyond your typical PDF. A good lead magnet could be, you know, a little bit of a chat GPT prompt, something that's going to give them instant value and build those on top of those building blocks of trust with you. Networking is a great one. We can build relationships with potential customers, but is often not highly scalable. And then the other one here that I love recommending is referral programs.

15:00So how can you install a referral program? One, when someone signs up with you and becomes a customer. So how can you get a referral then and there because they're warm and they're hot and they're engaging with you. Then asking them again 60 to 90 days later after they're using your service, how can you re-engage them to potentially provide another referral? If you can get that flywheel effect happening there as you're adding customers in and you're requesting an introduction to two or three of their colleagues, you start to build that bit of a flywheel effect. And again, when you're building at your list of prospects, you're really targeting down on the real people who you can help.

15:40It's not that spray and pray type of approach. You want to get the harpoon out and you want to target the people who you've got some history with that you know that you can deliver amazing results for. they're the people that you need to be reaching out to. Fire Nation, this is some powerful and actionable tactics to take step by step. But I do want to dive into the next thing, David, of once we get these quality leads, walk us through how to nurture them the right way. Because we can do all the things right. We've been following this process. We've done the things right. We get the quality leads.

16:13But then we just kind of drop the ball right here, which is kind of at the goal line, because you have the right people in the right place, how do we nurture them the right way? Now, it doesn't matter if they're an inbound lead. And what I mean by that, it's someone who has potentially read your LinkedIn content or clicked an ad and booked a call with you, or it's an outbound lead where you've gone to someone cold. The stats show that only 3 % of your market is ready to buy. That means 97 % are just sitting there hovering between they don't even know who you are and they're not even sure they've got a problem to solve.

16:51So when it comes to nurturing these leads, this is where you want to have personalized communication. So you want to tailor your messages to that individual based on the conversation that you had. And this is where leveraging AI is amazing, where you get the call recording, the transcript, and you can throw that into your chat tool of choice and create a series of ideas of content that you can then hit that prospect with over a period of time across different channels. And that's where you're value adding. So based on that meeting that you had, you might recycle some previous content that you've produced and then how can you adapt it to them so it feels like that this content, this message speaks just to them.

17:36Then you want to have that consistent follow-up like we've spoken about earlier. So you've got them into your world. You've had that discovery call with them, but they're just not ready to buy. It might be that budget doesn't unlock to the next quarter. So you've got like an eight-week window between now and then. So you want to have consistent follow-up. And you don't want to follow up just for follow-up's sake. You want to provide value with each one of those follow-up steps. And that helps you build the relationship. So when you focus on building trust and rapport with your leads, you end up earning trust with them.

18:10and then it's also a great time to use this between now and then to address any objections so if you looked at any of your close lost deals in the past a great little hack is to get all those reasons chuck them into chat gpt and then create a whole series of questions that you can then answer and use in your content marketing because your prospect might not bring these up on the call, but you can just bring them up and address them a bit like how NMN does in that great movie. He just takes it all out so the competitors can't use it against him. So your prospect might be thinking of these objections.

18:51So bring them up and talk through them as well for your content. That would be one of my main tips that I'll give you. Eight Mile. I love it. Eminem just takes away all the ammunition that the other rapper could possibly have said about him. And the guy just is standing there staring into space and has nothing to say. So I love that strategy. Now, David, give us the biggest takeaway that you really want our listeners to have from our entire conversation today. I mean, we've talked about the one page sales plan, going over the key elements about good messaging, multi-channel outbound, letting it go, how to get quality leads and then of course, nurture them the correct way.

19:34What's the one thing you really want to make sure our listeners get from our conversation today? Before you think of hiring a salesperson into the business to pick up and try and sell whatever it is you're selling, you need to have built out this system yourself and tested it yourself because that will give you the confidence and that will give you the right to then hire someone. Because without that, you're then trying to, you're hiring that individual and you're not enabling them to win. And in the day, it's just going to be a failed hire. And we all know that costs just a crap ton of money and even more time.

20:12And it's just a lose-lose situation. So the key takeaway to read out on that is to ensure that you've got a systemized sales process that you've worked on, you've used, and you've succeeded before you start to hire people to take that off your plate. David, if Fire Nation wants to connect with you, wants to learn more about what you have going on, what is your call to action for our listeners today? My call to action is to find me on LinkedIn. Just look up David Festuca. There's only one of me as far as I know. And if anything that I spoke about today brought a bit of interest, check out the B2B sales playbook on Amazon and grab yourself a coffee.

20:53Fire Nation, you're the average of the five people you spend the most time with. You've been hanging out with DF and JLD today, so keep up the heat. And for links to everything that we talked about, visit eofire.com. Just type David in the search bar and the show notes page will pop right up. And Fastuka, that's F-A-S-T-U-C-A on LinkedIn. Give them a check. And one more time, what was that call to action for your book, David? Check it out on Amazon, the B2B sales playbook. B2B sales playbook. David, 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.

21:31Absolute pleasure. Thank you, John. Hey, Fire Nation, a huge thank you to our sponsors and David for sponsoring today's episode. And Fire Nation, are you an entrepreneur on fire who is looking to share your amazing message with the world? If yes, we are now accepting applications for entrepreneurs on fire. To learn more about EO Fire and becoming a guest, visit eofire.com slash guest. I'll catch you there or on the flip side. Is this your year to grow a successful business? Attend the world's highest rated business growth workshop taught personally by Clay Clark and now featuring football star Tim Tebow and President Trump's son, Eric Trump at thrivetimeshow.com slash EO Fire.

22:13Again, request life-changing tickets today at thrivetimeshow.com slash EO fire.