How Women Can Thrive Without the Pushy Pitch with Beth Johnston

Three, two, one.

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Hello everybody and welcome back to the show.

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This is the Collaborators Unite podcast, Chuck Anderson here, your host, and I have a

really big treat for you here today.

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By the way, this is the show that helps our experts who are on a, you we call them big

impact experts and you're on a mission to not only make money in your business, but to

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enhance people's lives in a very, very positive way.

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And uh in order to do that, we need to be able to sell effectively.

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And it's a big conversation.

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Some people hate the word sales, but uh Strapian, we're gonna talk about that today and

give you some great advice because today's guest is an expert at that.

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She works with women, specifically entrepreneurs, has so much experience with having sales

conversations that feel authentic, that feel real.

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so that you can confidently go out there and promote yourself and make that big positive

impact in the world that you're trying to make with your services.

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So today I have Beth Johnston here with me today.

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Beth, thanks for being here.

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I know this has been a long time coming.

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Thank you so much, Chuck, for having me as a guest.

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I really look forward to this.

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Thank you again.

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Awesome.

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Well, uh you know, that was my light introduction, Beth.

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I think a great place to start is tell everybody a little bit more about you, you know,

the work that you do and how you help people with their sales.

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And I know this is gonna be a big conversation to

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And it's an important conversation.

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And it's a conversation, most particularly from my experience to women, though it does

apply equally to men.

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But most of the people with whom I've worked, that I've trained, I've coached, I've

mentored, happened to be women.

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So that's kind of what my focus is.

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And it kind of morphed into being a very natural connection for me as a woman to

understand

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how women perceive that word that you said, selling, why we don't like that word because

it sounds pushy.

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It sounds intrusive.

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It sounds assumptive.

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And all of those facts, if you will, are accurate because of how people attempt to sell.

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Let me define what selling actually is.

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It's nothing more.

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It's nothing less than solving a problem.

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or fulfilling a need of the buyer.

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That's what it is.

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And I dare you and I dare your audience to come up with anything, anything that does not

involve selling.

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It's a fact of life.

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It's everywhere.

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It's just that people brand it as, oh a salesperson.

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We used to talk about it as the used car salesperson, you know, being that very, very

pushy person.

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It's a natural process.

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I believe anybody can learn it.

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I feel very strongly that those who are already engaged in it can get better.

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And my goal is very simply, learn how to sell more in less time and with greater

profitability.

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So you have more time.

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to do what you want, when you want, with whom you want.

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In other words, that you get to reap the benefits of all of your hard work and the great

results that you produce.

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And I don't know anybody who wouldn't want to know how to sell more in less time and with

greater profitability.

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Well, I guarantee there are people listening in right now are going, yes, please.

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I definitely need that.

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Obviously where revenue and profit comes from in our business.

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we need to be able to sell effectively.

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and so some people have various uh thoughts and feelings about the word sales, about doing

sales, all of that.

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We're going to dive deep into that.

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First of all, I just, have to ask you like what

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Why are you so passionate about this?

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Like, what's your journey been here?

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What's led you to doing this work that you're doing now?

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It's loaded question.

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Years ago, people would say to me, you can sell anything.

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And I thought, but I'm not trying to sell you something.

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And I realized, I think I was taking it as a young person, almost as an insult, or you

could sell anything.

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You push, you push.

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And I realized that it was a compliment.

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And that's how they meant it.

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And what they were trying to say to me was,

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You just helped me.

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You just helped me solve a problem.

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Now I know what to do.

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You sold me on an idea.

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You sold me on a notion, an opportunity.

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Were there financial transactions that usually followed?

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Yes, of course we want that.

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We need that.

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That is what controls the entire global economy is the transfer of goods and exchanges for

services or products of equal or greater value in the perception of the buyer.

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there's a lot of...

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Chuck.

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I look at it this way, selling is an art, it's a science, it's a psychology, and there is

some biology behind it.

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And when you know that those four pillars all come together and you understand them and

you know how they cross paths and when to lean on one more than the other, you too can

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become a natural.

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I never took a sales course.

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I never read a book on sales.

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But somehow I have been told for many, many, many decades, I'm a natural.

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And from that regard, I was hired to train others, to duplicate.

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People say, can you clone yourself?

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Can you clone yourself?

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And when I would go into a project as a sales representative, let's say, to learn a

product, to learn a program, to learn about the company, I instantly became their highest

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producer because I kept it simple.

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I kept it simple.

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And the problem so many times, and it's kind of sad, is that too many people in sales,

particularly women, you mentioned confidence.

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So important.

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And what confidence means is to have faith in yourself, just to know how to communicate

with people.

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And you can't overemphasize communication.

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And when you understand the balance of who's doing the speaking,

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who's doing the listening, because you can't be doing both at the same, two people can't

be speaking at the same time, two people can't be listening.

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That's not communicating.

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That's not communicating.

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When you understand what your role is in the sales process, and you have good training,

you too can be a natural, and you will sell more in less time and with greater

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profitability.

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Amazing.

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just imagine how your business and your life changes when you could accomplish that.

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Now, not everybody is accomplishing that.

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So I wanted to ask you, like, what are you hearing when people come to you for help?

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Think about that, the beginning of the journey.

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What are you hearing from them?

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What's the struggle?

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What's the thought process?

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What are the words they are using to describe their experience?

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varies.

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There's always pain involved in it.

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It's the uncomfortable days.

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It's the sleepless nights.

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It's the pressure of not getting the results.

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If you're working for someone, do you have quotas?

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Do you have goals?

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Are you competing with other persons in your office who might be sitting near you?

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There's pressure with it.

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There's pressure.

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And when you add that pressure, anything that you naturally could do

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becomes harder and it's so not necessary.

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And that's what frustrates me the most is that if you can talk with someone and most

importantly, listen to that person when it's your turn to listen and you really care about

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the result, but there's a logic here that they think I need to sell more.

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have to press harder.

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have to, I have to bully more.

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have to be tougher.

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I have to

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Sound like the guys, no you don't.

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No you don't.

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You have to know your authentic self.

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You have to know your product.

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You have to know your market.

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You have to know your competition.

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There are these numbered puzzle pieces that when you put them together, you get the

results you want, that beautiful picture that the puzzle was meant to create.

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That's all that it is.

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That's all that it is.

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And it is teachable because I have done it for thousands and it's learnable.

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I think that's the important lesson is that it is learnable.

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I do hear comments from people time to time saying, well, I'm not a natural salesperson or

I'm not very good at sales or.

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Are they really look up to or envy other people who seem to have it all figured out?

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uh And you know, I would classify that as a mistake.

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What would you say to that?

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And are there any other common mistakes that you really see people make that make it

tougher on themselves maybe that then it needs to be?

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There's the whole issue.

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Stop making it more difficult than it needs to be and find a good trainer because I've

replaced trainers in companies.

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I was hired as a consultant.

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I was then hired as a uh full-time employee because of the results that I got to say, my

gosh, it really is easier than we thought.

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The simple process, it's simple, not always easy.

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And there is a difference between simple and easy.

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If you follow the simple process that selling is, it will become, it can become easier if

you get out of your own way.

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Women more than men, I believe from my experience, because I've trained many men as well,

is that

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We burden ourselves where we don't need to.

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Oh, Chuck, get, get frustrated, passionate, sometimes a little bit mad about it because

there's nothing in life.

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There's nothing that we do.

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There's no, there's no transaction that we have.

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There's no exchange of information.

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That's not a form of selling.

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We all do it naturally.

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When you're doing it for the gain of a financial transaction at the end, there are

nuances.

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There are ways to finesse the process.

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I just figured it out.

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I just kind of just knew what it was.

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I know how to talk to people and I'm willing to listen to them.

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And if you're willing to listen to them, they will tell you what they need.

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And when they tell you what they need, you know how to solve that problem.

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Simple.

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Yeah, and it can be simple.

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Sometimes we overthink it and we get wrapped up in our own self doubt uh or maybe even a

little bit of fear about, you know, serving this person, asking them to join our program

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or whatever it is.

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What are your thoughts on that?

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thoughts on that.

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I totally agree with you.

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And the reason that I focus now on helping women in sales is because they have a more

difficult time with that whole process.

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Women innately have more difficulty talking about money, asking for money, asking to be

paid.

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It's in our DNA.

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It's a generational thing.

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It is getting a little bit better, but uh we want people just to magically ...

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hand us their credit card or something.

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Again, just learn the process.

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Women have a different relationship with money.

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It's been for all time.

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And as I said, I do believe it's getting a little bit better, but it still does exist.

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And when women realize that um the relationship that they have with money is getting in

their way, and they can have a different relationship with money, and they work hard for

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their money, remember that song, she works hard for her money.

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and she needs to reap the benefit at the end of the day because the reality is,

particularly post pandemic, there are more women owned businesses, there are more women in

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sales, there are more women who the family is reliant on their financial contribution to

the family.

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They need to get results.

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But the music that they're playing in their head compared to what should be coming out of

their mouths is a conflict.

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I can't do this, I can't do this, I can't do this, I can't do this.

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That's what they're hearing inside their heads.

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I want to tell you, you can do it.

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You can do it.

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It's a process that anybody can learn if you want to learn.

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You have to want to do it.

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Women are naturally good at it because we're natural problem solvers.

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And as I said, selling is really nothing more or less than solving the problem of the

buyer.

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It's what women do.

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Now we need to be asked to be paid for it.

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And that's where women still have a little bit of that, what shall I say, that hesitation,

realizing you have to ask, you must ask, and you deserve to be paid for the problems that

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you're solving for the buyer.

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Simple.

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Now, I know you work with women and entrepreneurs in general with this.

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You have your courses and your programs, and we definitely want to talk about that here in

a moment.

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Someone who's experiencing what you just described, what are their next steps?

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What do they need to start to do to break out of kind of where they're at, the struggle

that they're having?

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you know, maybe, you know, start to be more confident or bold in their approach to sales.

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Yeah, that's great question.

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I don't like to be told you're doing it wrong.

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I hope they like to hear you can do it better.

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You can have better results.

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Let's talk about it.

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Let's identify the things that you might not think are the roadblocks to getting that

financial transaction.

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Let's identify what those problems are.

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And once you can identify that for yourself, you can overcome it.

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You have to be willing to.

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You have to, like anything else, be willing to take, I don't want to say prison, but to

take it from someone with maybe much more experience, as I have, who has led countless

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numbers of people to their highest paydays that they've ever had.

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get millions of dollars to the revenue and profits, they're different, to the bottom lines

of companies who brought me in to teach these processes.

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So if you're willing to get out of your own way,

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I have to tell you, it's no more difficult than that.

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Get out of your own way, learn.

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I identify many of the common mistakes that salespeople make.

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Once you start to learn them and you see yourself, my gosh, I do that.

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I'm just not going to do that anymore.

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I'm going to approach it this way.

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You know what?

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Selling becomes fun.

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There's joy in it.

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For me, what I love, particularly in training, is saying I'm that

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that pebble that drops in the water that creates those concentric circles of energy that's

gonna go to, we'll call it the student, who's then gonna go to all the people that they

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sell something to and all the people who are gonna reap the benefit of whatever product or

service was sold and how that goes out into the community.

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It's like public service.

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You want to be part of that food chain.

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I love being part of that food chain.

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I'm proud of it.

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And all women in sales.

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should be proud of what they do because we actually control the global economy.

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Fact.

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We control the global economy.

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Amazing.

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So I know you've put together a program that really helps women with their sales and their

goals with it.

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So tell us a little bit about the program that you offer, who it's for, the mission of it.

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uh

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Yeah, thanks, Chuck.

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What I did after years of doing this for uh private clients, for companies who paid me

very well to come in and retrain, to reorganize their sales department, their sales

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processes, I said, what's the best way for me to reach more people more easily?

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So I did a course.

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I created a digital course.

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And my goal in that was to reach as many people far and wide.

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who experience the problems in selling and want to learn how to do it better.

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So I created a digital course just to give me the opportunity to truly, and I say this

with all humility, take my expertise, my beliefs, my experiences, my passions.

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You see behind me, BEP.

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That's my belief, my experience, my passion.

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It's what I live by.

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Let me share it with you.

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And I hope and I pray and I truly believe with all my heart.

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that I can help women in particular to learn how to sell more in less time and with

greater profitability.

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So they reap the benefits that they find the fun and the joy in selling, knowing that

they've helped other people solve their problems.

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I keep saying the same things I'm hearing myself because it's really kind of simple.

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I love that.

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what was the main, I guess, motivation behind doing the course?

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What was the inspiration for doing the course?

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And what can someone expect to achieve by going through it?

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Yeah, my motivation was, as I said, just to be able to reach more people in a more...

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um

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widespread way.

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Like you didn't have to come to me, I didn't have to go to you.

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Technology made it possible.

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So that was my motivation to do it.

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My motivation was to say, let me create a self-paced course that anybody can participate

in, that anybody can identify for themselves what their problems may be, also help them

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identify what their strengths are and use those.

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Lead with your strengths.

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Don't lead with what you're the weakest at.

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Stand up for yourself, identify where you're the strongest, identify you're the weakest,

and create the balance and the balance.

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So this self-paced program, it's a 12 module, 26 lessons or so, that you participate in

and you identify.

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And I am gonna tell you, I would bet that if I could be listening to everybody taking the

course,

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there are gonna be a lot of aha moments.

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my gosh, I didn't think of that.

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my gosh, it's so simple.

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Oh, I never thought of it that way.

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That's what I want to do.

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I wanna provoke people who, did you know when you repeat something, good or bad, you

create a habit and you get very good at repeating the habit.

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So if you're finding continued frustration in selling because you're not,

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because you're not getting the commissions, you're not getting the pay, you're not getting

the comfort and the life that you deserve.

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Let's overcome it, let's go through it together, I'm with you in the course, but you're

doing it at your own pace.

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I'm not moving anybody faster than she chooses to move and identify everything.

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There's um homework, ah which is fun because you really get in touch with yourself and

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I think that's very important too, Chuck, because you know what?

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We're all consumers.

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All of us will continue to be on the other end of that sales process.

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We're all buyers.

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Maybe we're not all thinking consciously that we're sellers, but we are, but we know we're

all buyers.

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You'll become a better consumer because you realize the art, the science, the psychology,

and the biology that come together to form the sales process.

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you'll be a better consumer as well.

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So I felt it was my responsibility if I had something to share.

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And I am so passionate about it.

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And I wish I could be speaking to a Yankee stadium full of people and know that they're

gonna walk out feeling better about what they're gonna get out of bed tomorrow and do from

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nine to five, the proverbial nine to five.

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I would love that.

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So the digital course that I created was kind of my attempt to reach the most number of

people uh

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efficiently.

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I love that.

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and there's always next steps.

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And some people are just hearing about you for the first time and you've put together this

uh amazing program.

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And I know you have a free masterclass, which I, in my mind is a great next step for

someone to learn from you, to experience more from you, learn more about the program.

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Can you tell them a little bit more about the masterclass?

305

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What's it about?

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What can they expect to learn?

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uh

308

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How is that their next step?

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Thank you.

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is the logical next step.

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And it's going to take you through, it's about an hour, a little bit more than an hour.

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So certainly an hour of time, very well spent that takes you through the ifs, ands, and

buts, if you will, of selling.

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And it's going to be very active in taking notes and learning and moving and um going

through each module at your own pace.

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What you're going to do is build your own process that is then transferable.

315

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Once you understand the science, the art and the science of the process, whatever it is

you're selling, you're gonna be able to make the lateral moves based on the market, the

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competition and the product, because those are interchangeable things.

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Those things can change as we know through our sales careers, but the art and science will

not.

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You'll just get better at it.

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So move through the course.

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There's the free masterclass.

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Again, spend one hour.

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If you don't think you're worth an hour, or if you're feeling so pressured, I can't even

give up an hour of trying to sell.

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Boy, you need this course more than you may even realize that you do.

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It's an hour, I think it's an hour and 10 minutes, something like that, to go through the

free masterclass.

325

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And then make a decision for yourself, whether you think you can benefit from it and the

best.

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next best step for your course of action could be.

327

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Amazing.

328

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Well, if you'd like to register for that free masterclass, which I think is an amazing,

like you said, Beth, next step logical next step.

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uh And you would like to register for it.

330

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Look, it's free.

331

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That's another logical reason to do it.

332

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uh Look for the link right beneath this video.

333

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I've got the link to Beth's masterclass right there.

334

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All you need to do is click that link and you're in.

335

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And then if you're listening to this on a podcast, just open up your phone and whatever

podcast network you're on right now, the link is there as well.

336

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And take advantage of this and learn more from Beth.

337

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If you're learning something today, just imagine how much more you're gonna learn after

going through her one hour uh masterclass.

338

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And so, Beth, uh we're almost nearing the end, but I've got a few other questions for you.

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One is,

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If somebody wanted to just talk to you or reach out to and connect with you uh and they're

like, you know what, I need to be in Beth's world.

341

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She's got this figured out and I need to get this figured out as well.

342

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What's the best way to connect with you and learn from you?

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You know what, I'm to provide a link for that too, that Chuck, so that he can get on my

calendar, my schedule, and then we'll learn a whole lot more about it.

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ah If they want one-on-one coaching, if they want group coaching, if they want me, if

they're a business owner and do want to engage me to audit their company's sales process,

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to train their sales team, to help them build a sales team, all of that is possible.

346

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And we spend so much time complicating, my gosh, I have to this.

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I have found for myself in anything that I'll spend, and I've had this happen to me so

many times where people have taken a half hour to tell me that they don't have five

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minutes.

349

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That's just human nature.

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So take the time, go do the free masterclass.

351

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And what we did, Chuck, we made the masterclass.

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It's not on my schedule.

353

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You can go and enjoy that and benefit and learn from it whenever you want to.

354

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whenever you need to.

355

00:26:18,016 --> 00:26:24,982

It's not like, it's next Tuesday at 12 o'clock and you have to stop everything else you're

doing, because that's when Beth says you have to do it.

356

00:26:24,982 --> 00:26:28,045

No, no, it's about you.

357

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It's about what's the best way, the most expeditious way for you.

358

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If you're awake at two o'clock in the morning because you made no sales that day, get out

of bed at two o'clock in the morning and go to the free masterclass, because you need it.

359

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And you'll do better the next day.

360

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That I can pretty much promise you.

361

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You know, we're very bold call to action there also.

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think hopefully you're learning something here today and go take the masterclass.

363

00:26:52,304 --> 00:26:56,417

The link is beneath the video and in the podcast show notes and you really can't miss it.

364

00:26:56,417 --> 00:27:07,502

And you're going to learn so much more about yourself and sales and Beth and just, know,

as someone who struggled with sales.

365

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30 years ago when I started my first business, I was extremely introverted and I had all

the feels, know, the fear and just like the value and all of that.

366

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And when you really learn, for me, it was learning to serve one, but less, the fear was me

needing to look good.

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And that was for me.

368

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And when I focused on how can I transform this other person?

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How can I make their lives better?

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And as that feeling grew and grew and grew to the point of passion about helping people

make their lives better, I don't even think about sales anymore.

371

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It just happened so naturally for me.

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And I don't know if that's the experience that you had, Beth, or what your clients had,

but that was what my experience with sales was.

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beautifully stated, you make the transformation in your own mind from selling to serving.

374

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And the fact that there's a transaction at the end of that service, if you will, that's

just the way the world goes around.

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That's necessary.

376

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And you said that so beautifully.

377

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And so many people have traveled a similar path.

378

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What I most want women in particular to know is that they can and that they deserve.

379

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You mentioned the word judgment.

380

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Women can be so hard on ourselves and on other women.

381

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This isn't about being judged.

382

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And most importantly, don't judge yourself.

383

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Don't convince yourself of your limitations.

384

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I promise you, heart to heart, woman to woman, you have none.

385

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You have none.

386

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If you do it self-imposed, and I promise that we can move them aside and open up a clearer

path.

387

00:28:55,404 --> 00:28:58,876

And again, the whole mission of, and by the way, of course, I don't think we mentioned it.

388

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It's called the ultimate sales academy for women.

389

00:29:02,779 --> 00:29:10,825

Its mission is to help you, everybody there, sell more, less time and with greater

profitability.

390

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So you have more time to enjoy your life, to spend your time doing what you want, when you

want and with whom you choose to spend that valuable time.

391

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You deserve nothing less.

392

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And I promise you,

393

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That is part of what you're going to get, just part of what you're going to get when you

go to the master class and start peeling back those layers.

394

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And then suddenly you say, oh, here I am.

395

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I can do this.

396

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And I promise you that you can.

397

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And I am here to help you do it.

398

00:29:42,222 --> 00:29:44,164

I felt every single word of that.

399

00:29:44,164 --> 00:29:46,586

uh Amazing.

400

00:29:46,586 --> 00:29:51,350

uh look, I know we could talk about sales and business all day long.

401

00:29:51,350 --> 00:29:58,225

And I think the great next step for someone is to go learn from you in your master class

and then go take the course.

402

00:29:58,225 --> 00:30:02,540

Like, this is a great person to learn from.

403

00:30:02,540 --> 00:30:03,580

And that's Beth.

404

00:30:03,580 --> 00:30:07,564

really wanted to have you share your insights here uh today.

405

00:30:07,564 --> 00:30:10,228

ah And so just before we go,

406

00:30:10,228 --> 00:30:17,350

Any final words of advice, words of wisdom for our audience here today before we sign off?

407

00:30:18,380 --> 00:30:18,890

Yeah.

408

00:30:18,890 --> 00:30:19,750

boy.

409

00:30:20,431 --> 00:30:21,551

Final words.

410

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Don't take five minutes.

411

00:30:22,832 --> 00:30:26,992

Don't take 20 minutes to tell me why you don't have five.

412

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Use your time, put it to good use, honor who you are, what you do, and very importantly,

identify why you're doing it.

413

00:30:36,178 --> 00:30:41,160

And when you know all of those things, why you're doing it, what's important to you.

414

00:30:41,160 --> 00:30:45,322

Like you heard from Chuck, his passion about what he does.

415

00:30:45,322 --> 00:30:46,732

My passion.

416

00:30:46,848 --> 00:30:49,121

You have passions, you'll find it, you'll discover it.

417

00:30:49,121 --> 00:30:52,224

You will unleash yourself.

418

00:30:53,226 --> 00:30:54,667

Trust your instincts.

419

00:30:54,667 --> 00:30:57,971

Please take advantage of the free masterclass.

420

00:30:57,971 --> 00:31:03,177

My pleasure, my honor to know that you went and took the free masterclass.

421

00:31:03,177 --> 00:31:08,042

Whatever happens after that, please know that I'm here to help you in any way that I can.

422

00:31:09,080 --> 00:31:11,431

Beautiful words to end this episode by Beth.

423

00:31:11,431 --> 00:31:15,934

Thank you, thank you, thank you for everything you've shared with us here today.

424

00:31:15,934 --> 00:31:22,357

And to our audience, I want this to be time well spent, as Beth was saying.

425

00:31:22,698 --> 00:31:31,002

I want you to take something you heard here today, and I want you to take that step, that

next step towards it today.

426

00:31:31,002 --> 00:31:33,153

And maybe it's something that you've been putting it off.

427

00:31:33,153 --> 00:31:35,605

Maybe there's a sales call you need to go and do.

428

00:31:35,605 --> 00:31:37,782

Maybe there's a proposal you need to send out.

429

00:31:37,782 --> 00:31:41,823

And maybe it's just as simple as go and sign up for Beth's masterclass.

430

00:31:41,823 --> 00:31:43,834

uh There is a next step for you.

431

00:31:43,834 --> 00:31:45,394

Take that step towards it.

432

00:31:45,394 --> 00:31:49,645

The next step will be revealed as soon as you take that step.

433

00:31:49,645 --> 00:31:59,098

Remember, there's no obstacle too big to be overcome and you might just be one

collaboration away from that big breakthrough that helps you to make that big impact in

434

00:31:59,098 --> 00:32:04,229

the world that's inspired you to start your business in the first place.

435

00:32:04,229 --> 00:32:07,490

And Beth could be that person to collaborate.

436

00:32:07,490 --> 00:32:08,351

with.

437

00:32:08,412 --> 00:32:11,617

So Beth, thank you for being an amazing guest.

438

00:32:11,638 --> 00:32:13,501

To our audience, thank you.

439

00:32:13,501 --> 00:32:15,665

And we'll see you on the next one, everybody.

440

00:32:15,665 --> 00:32:16,606

Thank you.

441

00:32:17,838 --> 00:32:18,975

Bless us all.

442

00:32:21,151 --> 00:32:23,554

and stop the recording.