'Dad Said Yes' Marketing

How to Turn “No” into “Yes” in Your Small Business Sales

Ever feel like your sales hit a wall after the first “no”? You’re not alone.

In this episode, Victoria shares a funny family story that perfectly illustrates how persistence, creativity, and knowing the real decision-maker can flip rejection into opportunity.

You’ll learn how to handle objections before they happen, keep going when others give up, and create offers that make it easy for your ideal clients to say yes.

Expect plenty of takeaways on persistence, positioning, and the power of follow-up.

Come away with practical steps you can use straight away to move more of your sales from “no” to “yes.”

Grab free templates, checklists and guides at allstarmarketingclub.com/resources - everything you need to market smarter, not harder.

About Victoria: Marketing Coach & Trainer Victoria Vickery serves up marketing advice with fewer buzzwords, more belly laughs, and stories you’ll never un-hear... because memorable marketing starts with memorable lessons.

For More Tales, Tips & Tangents: @victoriav1ckery

Transcript

I told my son he could not go to the football match. And then one hour later, when I came out of my Pilates class, I had a text message from my husband to say, he's at the football match now. When you know who the decision maker is, what to say to them, that's what happens. You can get someone from a no to a yes. Welcome to what's that Got to Do with Marketing? Where we start with a story you did not see coming. It might be fun, could be funny, or even a little bit frantic, but in the end it will all make sense, leaving you with a takeaway a to do or a transformational way forward. And I'm your host, Victoria and you, my friend, are here for unlikely lessons and unforgettable marketing advice. Just for small B2B expert led business owners. Let's get into it. This episode is called dad Said Yes Marketing. Now I have twins and one of my 13 year old boys, he is mad into football, absolutely loves it. And I'm not just talking surface level. We are into premiership teams here we are into the local teams. If he's not watching it, he's playing it. If he's not playing it and watching it, he's around the house chanting. Sometimes drivers drives us a little bit mad. However, he is a massive fan of a local team and when I say local team, the class that he's in have all started to also support this local team. And he goes to the games very, very regularly. He has to get a lift there, we have to collect him again and they make up chance and they have a jolly nice time at these local games. Now, most recently, my son came to me on a text message to ask me, can I go to the away game? Two hours round trip. A two hour round trip away game for a local team. The answer is absolutely not. No way. What would that mean? One of us has actually got to take him there, pick his friends up on the way, get him to the match, wait around for 90 minutes plus extra time, plus penalties or whatever it might have turned into, and then bring him and his friends back again. And we're talking about beyond bedtime here. So we have to then deal with the bad moods the next morning when he's tired. And if any of you parents out there are listening to this, you will know exactly what I mean. The answer's no. And backwards and forwards, he went on text message with me asking me, please can I go, please can I go? My friends want to go, my friends are going, can I go? And still no. The answer is no for all of the aforementioned reasons. So this went on for a little while and I said, I don't want to spoil your fun because of course we don't want to do that as parents. But it's just a little bit too much of an ask for a weekday two hour round trip. I left it at that. And into my Pilates class I went. Now an hour later I look at my phone and there is a message from my husband. Jack is at the game. He's gone off to the game. So what's happened? Well, Jack has considered every single angle and how to actually deal with it. Better sales skills than most adults have. In fact, I would say better sales skills than most salespeople. He has thought about all of the different objections we've had to this trip. He's thought about the lift there, he's thought about the timescales, he's thought about pretty much everything. And he's gone to my husband with a solution. He, he's contacted one of his friends and arranged himself a lift. So he's dealt with that. He's told me he's going to be absolutely fine for school tomorrow and promised that he is not going to make a fuss. He's going to get up like a good boy in the morning and get ready for school. He has dealt with literally every single angle you can think of to get to this football match. So I'm told he's at the game and that's exactly what he did. He arranged everything for himself, cleared all the objections and we were left, or should I say my husband was left with only one answer and that was a yes, he can go. So I let it go. The husband has made the decision. Mum said no, dad said yes, we'll leave it there. But think about your own marketing, think about your own sales. Because. Because that story is a really great example of how you can get around those nos that come to you. So when you think about marketing, you've got to think about exactly who it is that you're targeting in the first place. Are they a decision maker? What are their pains, their wants, their needs, their desires? And more importantly, especially in a sal situation, what are their objections? What you are, what are they going to be saying no to? What are they going to be raising questions about? Because if you know exactly what they are, you can start to handle them. And this is exactly what we've got to be prepared for in our sales and marketing. And yes, it's not just sales when it comes to objections because if you can handle a lot of those objections in your written content or your video content. I upfront, what you'll find is that you're removing the barriers before they even start to present themselves to you. And then when it comes to the sales discussions, you are going to be getting minor objections that you can deal with really, really easily. So what we want to do when it comes to, you know, really considering who the customer is and what their objections will be is let marketing do all that really heavy lifting for you. Now, there's another point to make here. Coming back to my story about my child and this football match. It's not just about the fact that he removed those objections. He was persistent too. He asked and asked and asked, and when I'd said no for maybe the fourth or fifth time, he'd gone to another decision maker. And I think it's really important to note there that yes, you do need to choose the right person that makes the decisions, but also we need to start thinking about the number of times we're willing to ask somebody before, before we just go, I'm not trying anymore. And the honest answer to that is it takes seven to 15 interactions with a brand before someone is even willing to consider buying from you. Yet so many people give up way before that even happens. So you've really got to think about, you know, how do you string together those 7 to 15 interactions and keep that momentum up rather than just dropping away and thinking, nah, they don't want my stuff. That's where most businesses really do go wrong when it comes to their marketing. And they start to think, well, this person doesn't want what I've got, or they're not interested in some way, but the truth is they never even said no in the first place. You just assumed that they didn't want what you've got. Now let's just have a little look at some examples of that. Have you ever been in a situation where perhaps you've sent one email out and no one responded, so you thought, ah, they're not interested, it's not a great offer and you've thrown the offer out of the window and you never even gave it that chance to kind of thrive because you didn't continue that journey to help people to get to know the offer a little bit more, to start to get to know you and like you and, you know, see the results that are possible from you. Have you ever put a post out in social media and you've got no results from it? Perhaps no engagement, Perhaps you feel like no one's noticed. But the fact is it's not just once. You've got to think about the amount of times people need to see you, how the algorithms are playing out when it comes to social media. You don't just put one post in there and expect it to work. You've really got to put the effort in and be there, show up there consistently because you've got to build your reputation and you do that by consistency. We've got to be out there, we've got to keep that message, message going out there for people to start to understand who you are, what you stand for. And have you ever been in that situation where you know, coming on the sales side, you've made one sales follow up call, maybe after a discovery session and then you've not bothered again because it feels uncomfortable. You think, well, I've had a call with them, I've tried to phone them, they didn't answer the phone, I've left a voice message. If they really wanted it, they would have called me back or maybe they would have emailed me. But the fact is it doesn't always work like that. It's not that they don't want your stuff, they're busy. Are you busy? I'm busy. And most people are busy. So they put off those decisions because they're just doing other stuff. So we really do need to think about that consistency and being really persistent with our marketing. And also, you know, people run Facebook ads and they find that it doesn't work once and so they just think they've wasted their money, they don't bother to continue to run it. When, you know, with things like advertising online, the platforms need time to learn and again, people need the chance to see you over and over again. So this repetition is really important because repetition builds your reputation. Repetition is really, really key. So next time you find yourself in that situation where you're concerned, you're nervous, you feel like an imposter, you don't want to bother people. Remember that if you persist, you're much more likely to get better results from it. It's not that they're not interested in you, it's the fact that they just haven't had the chance to consider, they haven't had the chance to get to know you, they haven't seen enough of you yet, but eventually they will. So what can you do about this? Well, if you want to take some action and really get behind this, I'd really encourage you first of all to choose one amazing thing that you want to Promote, let's not try and promote everything. Let's try and get one thing that we can really get behind that is specific for one niche customer. Start thinking about producing content and marketing materials that back that thing up. Not only just with sales messages, but what can you say that helps people to take a move forward? What can you give them that helps them with that next step in their journey so they start to believe in you? And if you can get those steps in place and help them move forward, they'll start to trust you. And when they start to take those actions, they'll see it can lead to real results and then they'll want to buy from you. So number one, think about that one thing that you want to offer. But make it an easy yes. Don't just put something out there that's really difficult to buy and takes a long time to make a decision over what can you put together and package together that will be a really easy yes for someone. Because we do need to think about the next logical step in someone's journey. They won't always take your high ticket offer, but they might absolutely consider something that is perhaps spending some time with you or perhaps downloading something or buying a lower ticket offer. So if you can think about something like that, that's much more likely to get them to take a step forward. And I want you to think about talking to them about the outcomes that that can produce. So if they take up that offer, that, that free time with you, that low cost offer, what is it that they're actually going to get from it? Really describe that to them, let them know. Because people buy outcomes. If you've watched one of my episodes before, or listened to one of my episodes before, you will know that people buy transformation, they don't buy the thing that you are selling. So that is a really important thing to, to really think about. Get behind all of that, stay consistent, be persistent and that's going to get you the visibility that you need. That will help you to go down the pathway towards a yes. Okay. And if you don't manage to sell, ask for feedback. Feedback is amazing because it's going to help you to refine your future messages and your future offers. So please do that because that will also go a long way towards you refining what you've got and making something that truly is required, needed, wanted in your market. So just a quick recap there. What can we learn from the 13 year old when it comes to his football match? Make sure you're talking to the right person. Make sure you continue to be there. Asking, asking, asking. Show up, persevere. 7 to 15 interactions. Remember that and just make sure that you've got something absolutely fulfilling and desirable for your ideal customer. Do you want to build that easy yes Offer? I know you do, so I'm going to give you a great little resource for that. If you go to allstarmarketingclub.com resources, you will find my Easy Offer Checklist and it'll give you some great guidance on how to build an offer that your customers will really want, and also some advice on making sure that you keep up that momentum. So head over there and I'll see you for the next episode.