Marketing to the Id — Trust-based Sales and Neuromarketing

WHEN YOU STOP learning about sales, you stop growing in sales.  Whether sales is your profession or not, those who achieve the greatest success are perennial learners.

Even when delivering the keynote address at an event, the true masters still take notes when others are teaching.

Buckle up today. We are going to go a little deeper into the sales process. Let’s talk a bit about understanding the psychology of a sale.

Decisions, decisions, decisions

Sales psychology concepts change as we learn more about psychological processes. You see, how we make decisions is based upon how we think, what we feel, and how we perceive a given situation.

How prospects make decisions is VERY relevant to the sales process: A decision has to be made in order for someone to buy.

This can be deep stuff. I have studied the psychology of sales extensively. It is one of those areas, though, where the more you know … the more you realize how vast the possibilities are.

I’ve seen the iceberg, but I know there is much more to it than is visible to me.

You do NOT need to dive deeply into this topic, unless it draws you as it has me.  I often simplify some of what I have learned in my advanced sales training studies, because I believe if you understand the ‘why’ behind an approach, you’ll better be able to implement the ‘how.’

A decision has to be made in order for someone to buy.Click To Tweet

The origins of neuromarketing

Enter the “id”Continue reading

If You Don’t Know These, You Should!

You must take personal responsibility. You cannot change the circumstances, the seasons, or the wind, but you can change yourself. That is something you have charge of (Jim Rohn).

The Importance of Knowing Your Numbers

When Dave Alwan, owner of Echo Valley Meats, made his first appearance on ABC’s Shark Tank, he didn’t have a business plan.

The Sharks agreed his butcher-shop quality meats were excellent, but they weren’t willing to invest in a guy who couldn’t tell them what it cost to acquire a customer: especially since he was seeking funds to market his products online.

Alwan went home to Peoria, did his homework and came back to take the Sharks on again (Episode 421) … but this time with a firm grip on “his numbers.”

Now, he not only knew the cost of acquiring a customer, but the cost of retaining that customer – and the Sharks were rightfully impressed. This time the butcher-turned-entrepreneur left the show with Dallas Maverick’s owner, Mark Cuban, as a business partner.

So, let me ask you …

Do you know your numbers?Click To Tweet

If you were standing, right now, in front of the Sharks, shooting for a chance to financially and strategically partner with someone with a known track record of growing successful businesses – a relationship that could potentially take YOUR business straight to the top – would YOU know your numbers?

Would statistics like these be something you could quote with confidence?

  • Net profit margin
  • Customer acquisition cost
  • Average price per sale
  • Primary competitors and their pricing
  • Percentage of sales by product line or service

You see, it is one thing to ‘be in business’ – but quite another to have a plan – a strategy for success, supported by clear metrics to monitor your progress.

Reasons to know your numbers:

  • Knowing your numbers allows you to set goals based on a plan – not on a hope and a prayer – and enables you to set a reasonable budget.
  • Knowing your numbers enables you to pinpoint the areas where you are doing well and the areas where you aren’t doing so well.
  • Without the numbers, you may realize sales are down. With the numbers, you can tell WHY they are down – and that puts you in a whole lot better position to do something about the problem.
It is one thing to ‘be in business’ – but quite another to have a plan!Click To Tweet

A well-considered and purposely developed strategy is essential

The sales path is akin to embarking on a journey. In order to get from here to there, you must first know where you presently are … and where you want to go. Once you have ascertained those two things, you can map out a plan to get there.

That is true for your own business, and it is true in a sales conversation where your aim is to help others. It is only after you know their current situation and where they want to go that you can together ascertain whether your product or service could bridge the gap you and the prospect have identified.

A fundamental saying in business is “You can’t manage what you can’t measure.” Many times, businesses under-perform – not because the people or the products are substandard, but because they don’t know their numbers.

Without exception, with my private clients, we discuss the importance of numbers and the necessity of investing a little extra time to track them. Without real numbers, it’s difficult to track progress. Numbers help me help my clients. Improving your numbers is what gives your time freedom, as well as the ability to leverage and grow.

Which numbers should you track?

Individual businesses can vary on WHICH numbers are most relevant, but let’s take a look at some of the numbers typically important to sales:

  • Number of calls made
  • Number of appointments scheduled
  • Number of presentations (or sales conversations)
  • Number of proposals and quotes
  • The close rate for presentations and sales conversations
  • The close rate for proposals
  • Average price per sale

I love the wisdom of the late Jim Rohn. I remember him telling a story about his first sales manager reviewing Jim’s numbers: Jim started to make an excuse for his performance, but his mentor interrupted him, and in essence said, “The reason we make the box small, Jim, is to hold only the number. We don’t give you room to write excuses.”

Next week, let’s look at specific ways to track and utilize those all-important numbers.

One Thing You MUST KNOW to Succeed in Business

DID YOU KNOW an excellent primer on sales and sales presentations is as close as your television set or computer screen?

I’m talking about ABC’s Shark Tank. Perhaps no other show better exemplifies the principles of how to succeed … or fail … in the business of sales.

I watched an episode this week, for instance, that highlighted some of the ideas we’ve spoken about recently.

Here’s what I mean:

A year or so ago, a gentleman from Illinois … a very likeable guy, named Dave Alwan … approached the Sharks, hoping to walk away with investment funding to grow his business.

Dave is a provider of “butcher shop quality” meats, and the Sharks RAVED about his product when they taste tested it.

Unfortunately, though, Dave didn’t have a sales strategy in place, prompting Shark Kevin O’Leary to remark, “I can’t call your business plan bad … because there isn’t one.”

Mark Cuban piped in with, “[Your product] is great! But coming in unprepared doesn’t cut it … I’M OUT!” (The two most dreaded words on the show.)

Like many who appear before the Sharks to seek capital, Dave walked away with nothing (but experience) to show for his efforts.

He wasn’t hearing “No” forever … only for this time.Click To Tweet

But Dave Alwan learned the lesson … and he returned

Earlier, I wrote about the importance of resisting the temptation to instantly become defensive when your offer meets resistance or is rejected outright. Defensiveness leads you into “convince mode,” then the sales conversation becomes a battle – where you are pitted against the prospect to see who will win and who will lose.

To Dave’s credit, he avoided defensiveness. He knew he had “lost the sale,” but he also realized he hadn’t lost the potential. He wasn’t hearing “No” forever … only for this time.

Dave knew he was capable of doing better. He went back to the ranch, did his homework, and came bouncing back with a solid plan … a STRATEGY for SUCCESS.

Facing the Sharks again, Dave said this:

Continue reading

3 Quick Tips to Help You Gain Self-Confidence in Sales

Some say the path to self-confidence is through increasing your level of competence. If you apply yourself long and hard enough (they say), if you become an EXPERT in your particular product line or service area, you will naturally gain in confidence – and that confidence will be reflected by increased sales.

That sounds good, perhaps. In my experience, though. IT IS NOT TRUE.

Competence versus Confidence

Competence, by definition, is “The ability to do something successfully or efficiently.” Confidence, on the other hand, is “A feeling of self-assurance arising from one’s appreciation of one’s own abilities or qualities.”

You see, it is entirely possible to be absolutely competent, yet not experience the self-assurance of confidence.Click To Tweet

In my work with executive management, sales teams, and service professionals, I often find that even the most competent (capable and talented) individuals are impeded in their progress by a lack of self-confidence during the sales process.

The FEAR of Sales

If the truth be told, most people are FEARFUL of sales presentations and negotiations. Ask them WHAT they fear, though, and most can’t put a finger on the cause.

Here’s the psychological basis of fear in sales: A fear of CRITICISM … and taken a step further … the fear of REJECTION.

One little word can drain your confidence and power instantly. You may have heard this word before: “No!”Click To Tweet

3 tips to boost your confidence (and your sales)

Let’s look at ways to deal with the fear that keeps you from meeting or exceeding your sales goals. These tips are field-proven. Don’t discount their power, and don’t worry about whether they will work for you.

Put these tips into action, and watch what happens with sales results:Continue reading

The Essence of Trust-Based Selling

Timid salesmen have skinny kids (Zig Ziglar)

We know that a “calm, cool, and collected” state of mind is ideal for a Trust-Based sale – but FEAR tends to make that a difficult state of mind to attain.

It is often said the fear of public speaking leads the list of barriers to success, but I’ll wager the FEAR of SALES has it beat!Click To Tweet

Let’s look at a few tactics to overcome this fear of sales … or to at least manage the fear so you can more easily be in a calm, cool, and collected state of mind!)

Once of the reasons I am such a firm believer in the Trust-Based Selling approach is because the MINDSET behind Trust-Based Selling RELIEVES the STRESS/FEAR factor … once you truly understand it.

Begin by shifting your mindset

Whether in a private session, on a coaching call with a client, at an onsite training, or during a speaking engagement – one of the first things I teach is the importance of the MINDSET behind Trust-Based Selling.

It is this: The Goal is to discover the TRUTH of your potential client’s situation. The goal is NOT to make the sale.

The Goal is to discover the TRUTH of your potential client’s situation. The goal is NOT to make the sale.Click To Tweet

Once you understand that foundational principle, you give yourself (and your client) permission to relax.

Yes, not focusing on making a sale seems counter-intuitive. Most people believe that selling is about manipulating someone into doing something they don’t want to do. With an attitude like that, there is BOUND to be STRESS.Continue reading

Two Definitions Everyone in Business Should Know

IN MY WORK as a sales consultant and sales trainer, I am always probing for certain bits of information. I compare the responses I receive to what I would expect to hear and see in a healthy business.

I guess you could say I act like a physician who specializes in sales and marketing. I diagnose my patients, based on a series of questions – using hard data for my thermometer, stethoscope, and blood pressure monitor.

I guess you could say I am a physician who specializes in sales and marketing. I diagnose my patients, based on a series of questions – using hard data for my thermometer, stethoscope, and blood pressure monitor.Click To Tweet

Thinking about referrals

Here’s an example:

When I ask a new client or prospect where most of the new business is currently originating, larger and more established companies normally respond with an overview of (at least the makings of) a reasonable marketing plan.

Younger companies (and a surprising number of professional practices), however most often say, “Through referrals.”

My next question is “Do you mean referrals from those who have already worked with or purchased from you?”

But, the normal respond is, “Well … actually from family and friends who know about my business.”

Every time I get that reply, I no longer wonder why my that person is unhappy about low or no sales and why business is not growing as quickly as hoped.

Your family and friends are certainly of great value in your life, but expecting them to do your marketing for you is almost always a sure-loss proposition.

The two kinds of word-of-mouth-referrals

When you think about referrals, imagine them in two buckets. The first is FLAT referrals, and the second is ACTIVE referrals.

  • Flat Referrals: This is most prevalent in new businesses, smaller businesses, and solopreneur service professionals. Flat referrals are a form of marketing based on networking via existing relationships or one’s circle of friends.

The underlying issue is this: Sales are determined by the people you know and how relative they are to your business. As in the case with my friend who wants to sell her home, the person your friend knows may not be the referral you most need.

  • Active Referrals: This strategy is based on referrals solid enough to be excellent groundwork from which to build a testimonial.

A testimonial is social proof of the authenticity and capability of a particular person or business.

As you may already know, testimonials are a powerful way – when properly positioned – to eliminate the high-pressure feel of sales. Testimonials allow the relative ease of a trust-based approach to sales.

Referrals are testimonials directed to specific people.

When properly positioned, testimonials can eliminate the high-pressure feel of sales.Click To Tweet

You’ve heard it before – because it is VITAL

Testimonials are collected and disseminated from clients or customers who are well enough satisfied with your products and services to want to help spread the word about you within their networks, so others can experience the same solution(s) and/or benefits that your service or product afforded them.

Testimonials are the essence of word-of mouth marketing. To grow your business, you need a solid sales and marketing strategy that allows you to make sales outside of your own network.

You may have heard that REFERRAL MARKETING is, perhaps, the best form of marketing. That is why most people consider it to be their first-employed marketing tactic.

They assume that little personal effort to market themselves is required – since the good news about their products or services will spread by way of one friend or family member telling another.

Referrals that arise from existing relationships carry less credibility than those provided by customers and clients. Click To Tweet

That is an incorrect assumption

Referrals that do arise from existing relationships carry less credibility than those provided by customers and clients. The former are more about you as a person, while the latter are more directed at your ability to deliver products or services to help achieve a goal or solve particular problems.

Does that make sense?

When customers and clients buy from you, or work with you in a professional relationship, then enjoy a favorable experience as a result of using your products/services, the value of your brand increases.

This, friend, is why I am an avid believer in the value of a trust-based sales approach. The very essence of the sales approach I teach builds trust … and trust is fundamental to building relationships.

When you learn trust-based sales/communication skills AND combine them with value-driven products or service, your sales can soar … because people will indeed like you (and YOU will like YOU because you’re comfortable and confident in the sales process) AND they will love your brand (business).

When you learn trust-based sales and communication skills, your sales can soar.Click To Tweet

It is this positive experience with your products or services that satisfied customers talk about within their own networks, thereby leading those people to buy from you too.

They buy with an expectation in mind: to enjoy the same favorable experience enjoyed by the person who referred you.

Depend on your friends – but not for your marketing

Now, I am certainly not saying that referrals generated within your own close circles are not valuable. You never know where that next excellent lead will come from.

What I am saying, though, is “Don’t stop there.” Think about ways to gain testimonials and referrals from those who have experienced your services or products.

Those are golden.

Getting Testimonials the Easy Way

A business that makes nothing but money is a poor business (Henry Ford)

What is the best way to approach clients with testimonial requests?

My client, Joie, wanted to know how to take the stress out of asking for testimonials. Let’s look at a way to do just that.

It is easy to see asking for a testimonial as a self-serving process. That leads to anxiety and a lack of confidence. I wanted to help Joie see the process differently.

Making the connection

Please note that, by using my working relationship with Joie as an example of how to get a testimonial, I also gained a testimonial for myself.

Nothing like “Two birds with one stone” … right?

Well, let’s make that “Many birds with one stone” and let you look in on how this simple, yet powerful, system works.

Testimonials are incredibly effective sales tools, but getting them can be difficult

Joie received verbal praise for her work on two recent projects; she then wondered how to get permission to transform those spoken votes of confidence into text, so she could place them on her website.

As with sales in general, asking for testimonials can feel uncomfortable – ESPECIALLY when we make it all about us. There is no reason to do that, though.

A different way to proceed

I first described the basics of the process to Joie.

The steps to effective testimonial gathering are:

  • Thank the client for expressing his or her appreciation for your work. That feedback helps you make sure you are on track.
  • Enlist the client’s help with a cause. There are others who could benefit from your services, but prospects want proof that you can deliver. Assurances from a peer will always trump what a person or company says about themselves.
  • Suggest a simple means of proceeding. When you ask the client to send a testimonial, it puts the burden on the client. When you ask for a brief interview, all the client needs to do is talk with you for a few minutes.
  • Interview the client, using the template that follows.
  • Confirm industry, position, name, company, and where any links should point. There are times when your client may prefer (and that’s fine!) you to NOT cite a name and/or company. In that case, you can state the industry and position instead – maybe even the initials. The main thing is that your client feel absolutely comfortable with the idea.
  • Thank the client and once again confirm you have permission to use excerpts from the interview as testimonials in various media.

I then walked Joie through a sample interview. Following is a basic transcript of that discussion.

Debbie: Joie, people sometimes find it hard to acknowledge they are struggling with sales. You have made tremendous progress, and I know your experience can benefit others. May we talk a little about our work together?

Joie: Absolutely.

Debbie: Joie, regarding sales, where were you when we first started working together?

Joie: I was really struggling with sales in my business. People loved what I did, but I wasn’t getting enough clients.

Debbie: (Expanding the interview) Was there one area, in specific, you were struggling with? What was your biggest struggle?

Joie: I could have great conversations with people, but I wasn’t closing them. I could schedule the sales conversation, but I wasn’t getting many sign-ups.

Debbie: Once we started working together, what started to shift for you? Where was the biggest impact?

Joie: It was POSITIONING: The wording, how I talked, and every part of my presentation. You taught me to position myself as an expert … so that other people could see the value and expertise I have.

Debbie: How did that empower you? Where was the impact?

Joie: I gained a lot of self-confidence. I recognized my own value in a new way. By trying to make it clear to other people, I made it clear to myself! Because of that, I entered into conversations with a lot more confidence and self-assurance. People began responding to that.

Debbie: With what you have learned and its effect on your sales, how do you think that is going to impact your business in the future?

Joie: No doubt, I’ll continue to build much more business. I’ve also become clear on who I market to. I market much more specifically than I have in the past. Your coaching has already had impact, and it will continue to well into the future. I have hired many other coaches in the past, but nobody ever approached sales the way you do. It has totally shifted my relationship to the word ‘sales’ – I feel different – I’m changed by the process you walked me through, and that change has made me more powerful and more confident.

Debbie: Joie, there are many people who are still just like you were. They lack self-confidence and they are not getting nearly as much business as they could. If someone like that asked you about working with me, what would you say?

Joie: If you have the chance to work with Debbie, absolutely do it! Her coaching was the key to turning everything around in my business, and I highly recommend her and the approach she teaches. Debbie doesn’t concentrate on selling. She concentrates on creating value for people, and she certainly has created value for me. When you create value for people, they WANT to work with you.

Was that difficult?

That is what I asked Joie next … and, of course, she said “absolutely not.” Her recollections of our work together – and the successes she had experienced – served to solidify the results and further deepen our professional relationship.

By interviewing the person offering a testimonial, pulling out the pertinent data, and getting permission to publish it, you can secure a steady flow of powerful testimonials.

Here are the strategic questions to use during a testimonial interview

  • What was the client’s situation before working with you?
  • What happened after you began working with the client? What shifted?
  • What was the impact of that shift? How did it affect the client’s business?
  • What would you client say to someone considering working with you about that issue?

Thank you to executive coach extraordinaire, Joe Seldon, for allowing me to use this transcript as an example.

This One Thing Can Make a Huge Difference in Sales

I will start anew/I will make amends/and I will make quite certain/that the story ends/on a note of hope/on a strong amen/and I’ll thank the world/and remember when/I was able to begin again!  (Ebenezer Scrooge)

Do you remember Ebenezer Scrooge?

Charles Dickens’ classic story, A Christmas Carol, has given people reason to stop and ponder the true meaning of Christmas for over a century and a half now. It was first published in 1843!

During the course of the tale, Scrooge was transformed from a greedy and grumpy old miser into a joyful and caring guardian who  began to appreciate others and help them in their struggles.

Scrooge can help you get more sales

Scrooge

George Scott as Scrooge. Creative Commons

When my focus is on me, me, me … when I approach sales conversations more concerned about what I can GET from the transaction than about what I might have to OFFER … I set the stage for mistrust, resistance , and failure.

On the other hand, when I stop worrying about me and begin thinking about YOU, I set a stage where real, lasting, healthy relationships can be formed and nurtured.

Discover the lesson taught by the three ghosts

Ebenezer Scrooge needed a series of eye-opening visits from the “Three Ghosts of Christmas” to get his attitude turned around.

He was given a personal tour of the Past, Present, and Yet to Come – and that journey shook him to the core.

Now, I don’t want to get overly-dramatic here … and I surely don’t want to stretch a point completely out of context to make a point … but I recently spoke with a client about how she can best ask for testimonials.

And THAT PROCESS relates quite well to Scrooge’s universally pertinent lesson.

Something that can help you get more business

I don’t know of anything of more value to your business than referrals and testimonials from those who have experienced the value of your product or services.

Too often, salespeople (or those who take appointments for professional services) beat the only drum they have … and it sounds like this: “Our company is the best” or “I can fix that problem like nobody else.”

When you brag about yourself, people are seldom all that impressed.

When others brag about you, though, potential clients and customers are considerably more apt to listen … and to believe.

I coached my client in a technique that re-frames the conversation. Asking for a testimonial shouldn’t come across as “Will you say something good about me?”

Rather, it should be a means of inviting your clients and customers to share their victories with others.

I can walk you through the process for securing and using testimonials. That will give you a tool that can open doors that may, right now, seem impenetrable. To find out more and opt-in to my private newsletter, where we go over vital sales training topics every week, just Click Here.

The Sales Scandal You Can Avoid

I HEARD SOMEONE COMPLAINING about an experience with a cashier at a department store. The clerk let him wait at the counter, while she worked at the computer/register and wouldn’t even acknowledge his presence.

He finally asked, “Should I go check out at another counter?”

The clerk said, “That’s a good idea. I am looking something up.”

She then turned back to the computer screen, without even offering a reason why she couldn’t stop what she was doing in order to help him with a purchase — after all, isn’t SELLING SOMETHING the primary reason for business in the first place?

The irate customer finished the story by exclaiming, “You could sure tell she wasn’t on commission!”

Which came first: The poor service or the lousy paycheck?

I understand the premise: Pay-for-performance jobs encourage more diligence than does hourly work. The salesperson has more incentive to be helpful when salary is somehow tied to results.

There’s another way of looking at it, though. I call it “Pay for attitude.”

One sure way to improve your lot in life — whatever your present situation may be — is to assume responsibility and embrace every opportunity to help others.

At the root of the problem (and the solution) is ATTITUDE!

  • Do you think commissioned salespeople are professional manipulators?
  • Are you apt to mistrust anyone in sales?
  • If the person helping you says he or she isn’t “on commission,” does the claim make you trust that person more?

One more very personal question: Are you embarrassed to think of yourself as a “salesperson”?

You see, most business owners and engaged employees are proud of the products and services produced by their company … they just don’t want to have to SELL them.

The problem isn’t that selling is bad; the problem is the lack of a coherent and simple-to-enact sales strategy.

the Jedi Salesman

Jedi Salesman – CC via Brad Montgomery

As soon as the selling process becomes a battle between salesperson and prospect, one trying to convince the other to buy something, the presentation turns sour for both.

Integrity is up to the individual. The job doesn’t make the person, the person makes the job.

To take it even further, the person with the least confidence is the one most apt to try to force a sale.

Doctor, lawyer, CEO, banker, professional, or executive … whoever you are — this is a key concept to grasp: YOU must think differently about what sales Is and what is good or bad about it. Most of your negative concept is perception; it is not reality.

The bottom line truth about sales

The late Zig Ziglar repeatedly reminded us that “Nothing happens until somebody sells something.” Every business is dependent on sales … so, why in the world should we look down on the very process that makes all of our jobs, our homes, and our very lives possible?

Nothing happens until somebody sells something.

When you begin to view your work as a mutual exchange of value, your dislike of the sales process will begin to change. And when you are CONFIDENT of the value you provide and are able to EFFECTIVELY communicate that value, your sales presentation success rate will skyrocket … and you will begin to ENJOY, rather than avoid, the sales process.

You see, your level of sales success is much more dependent upon WHAT YOU THINK than it is about what your prospect thinks.

The place to begin … is with YOU!

The Most Important Question of All

Break an egg by an outside force and life ends. Break it by an inside force and life begins.

From prospecting and setting appointments to making presentations and closing, The Inevitable Sale is a potent strategy centered on an “anti-selling” approach to helping professionals get rid of the fear and reluctance so often tied to the sales process.

The outcome is more revenue, less stress, and learning to love your job again.

Sales can be a lot like fighting. There are a few who love to fight, but most of us don’t. And, in its worst form, the sales process can become a battle – seemingly pitting seller against prospect to see who will come out the winner.

The stigma of sales

the thinker

The Thinker :: CC via Wikimedia

Consequently, many people are hesitant – even embarrassed – to let it be known they want to sell something. The physician may leave sales up to the front office, or the attorney crank up the budget on advertising. Few professionals find a way to systematically integrate sales with the rest of their practice.

And that necessarily puts a bottleneck on revenue flow.

Do you sometimes get so discouraged with sales that you want to quit – or give the job over entirely to someone else? I’m here to tell you there is a better way.

Selling is a necessary component of every career and every life … in one way or another. Mothers must sell their children on healthy eating habits, teachers must sell students on the value of learning, and surgeons must sell their patients on successful outcomes.

How would you respond?

Ask yourself this one question, and it can revolutionize your approach to sales and to life. If you would grow and prosper in any occupation or pursuit, ask it of yourself every day.

This one little question will help you gain clarity and focus:

WHY?

  • Why are you in business to begin with?
    • Why should anyone buy from you?
    • Why is your product or service worth the investment?

If you don’t know, or you’re not fully convinced of your answers, STOP NOW and get honest with yourself.

If you find you are in business “to make money,” that people should buy from because you need them to, or you aren’t 100% confident that your products or services can deliver every penny of value you are asking – you are setting yourself up for failure and a gnawing sense of shame.

Let’s develop this idea next week

My intent is not to preach a sermon at you, here; I’m just getting brass-tacks realistic. Sometimes, all that really needs to change is ones attitude … then the whole world looks better.

“Why?” is a critical question, and it is a thread running through The Inevitable Sale.

 

Are you ready to earn more in 2015? Why not get started right now?

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