The Truth About Building a Sales Team: A Behind the Scenes Look

Ever wondered what it really takes to build a high-performing sales team from scratch?

In this raw and real episode, I’m taking you behind the scenes of our newest offer — Consistent 10K — and exactly how we’re building the sales department at Jasmine Star Brands from the ground up.

You’ll hear:

• Why we launched a new high-touch, high-accountability program
• How we defined the perfect-fit client before selling
• Why I rebranded "sales calls" as Clarity Calls
• The $20K investment we made into sales coaching — and what it taught us
• The scary (but necessary) decision to do the first sales calls myself before handing them off

If you’re building a sales team, scaling a high-ticket offer, or just love a juicy behind-the-scenes look at growing a 7-figure brand... this episode is for you.

Let’s talk real results, ROI, and the sweaty-palmed moments no one sees. 🙌

Click play to hear all of this and:

[00:01] Why I’m building a sales department now, after years of one-to-many sales.

[00:45] The truth behind launching our new offer, Consistent 10K, and how it's different.

[02:10] The four qualities we looked for in ideal clients: hungry, ready, determined, and responsible.

[03:20] Why we called them “Clarity Calls” (not sales calls) and how that shifted everything.

[04:05] The moment I realized I needed help — and who we hired to teach us how to sell at scale.

[05:30] The $20K investment into a 90-day coaching program — here’s what happened next.

[07:00] Real-time reflections: what I recorded right after our first onboarding call.

[08:45] Why Katie and I are doing all the calls first before handing them to our team (and how that builds trust).

>>Join the waitlist for the Consistent $10k here<<

For full show notes, visit jasminestar.com/podcast/episode577

Transcript

Jasmine Star 00:00:00  Are you ready to get a real uncut, behind the scenes look at building a new sales department? How about let's get more specific? How about an inside look at what's happening in my business as we build a sales department? So if you've ever wanted to learn more about sales, expansion and building from the bottom up, this episode is for you. Welcome to The Jasmine Star Show, where I empower seven figure entrepreneurs to scale to eight. And today I am sharing an inside very personal look at building out a sales team as part of Jasmine Star Brands. So a little bit of clarity. In the past, I have built my business in a multitude of ways. I've had a lot of iterations of my business. When I first started my business, I was doing 1 to 1 sales. I was a photographer, and so my sales was be going to an art director or an editor or a client. I was doing one on one sales, and then all of a sudden I started getting into education.

Jasmine Star 00:01:00  I started getting into business building and sharing how I was doing it, and so I was selling at scale. So I was selling just myself to a lot of people so that instead of 1 to 1, it became one to many. And I've learned a lot of tools along the way. So I have sold by way of webinars, boot camps, challenges, I have sold from stage, I have sold from newsletters or an email funnel. I have sold by way of ads. All of those have been separate tools in my tool belt, of business building and of sales. Those were all wonderful. They were all effective and they were all tools for sale. Now I am ready to try something new. I have done 1 to 1 sales. Personally, I have done one to many personally and now we are building out one on one sales that are not just me. We are building out a sales team now. Very excited to add a sales team because I am just looking this at another way to sell on my business tool belt.

Jasmine Star 00:02:00  I want to add as many tools to my tool belt as I scale towards growth and success. So in early August 2025, we unveiled a new offer called the consistent 10-K. Now we did it very, very, very intentionally. I'm going to get to all of that. I am actually creating a video diary. I was recording the process of building the sales team from the ground up. I have a lot of inside looks, some of it I'm a little not so excited to share, but it is the real real. So the consistent 10-K is a step by step program showing our system how to build consistent 10-K months. And we're doing this by way of coaching accountability and nitty gritty. We see you and we're going to carry you every single step of the way. This is not a course. It is a full on program on how to build a business in a new way. So this program is higher touch. And we were focused on attracting a very specific type of person. So it was a new offer and a new way to sell this offer.

Jasmine Star 00:03:02  So we were looking for a very specific person before we took this out publicly. So I defined four key components that we would want for the people who are starting off in this program. So hungry, ready, determined and responsible. So when we were taking these sales calls in the beginning, I was never calling them a sales call. I was calling them a clarity call because there was clarity for me to get people into this program. Are they the right fit? Are they going to do the work? Because we weren't looking for sales necessarily. We were looking for success stories. That's what we were really, really running towards and a clarity call for them. I would tell people, listen, it's got to be a complete heck yes or a very clear heck no, clear yes or clear no. That's why we're calling clarity calls. Now. How could I ensure the quality of the community? Well, the one on one sales calls were really helping us. The one on one clarity calls. These are really helping us understand who is coming in, what was their greatest need, and what were things that stopped them in the past from building a business with recurring revenue.

Jasmine Star 00:04:04  But if I knew I needed to do a lot of these sales calls, I didn't have a sales team. So back in December of 2024, we started building out the structure of what we would need to build our sales team. And then in June, July, I started realizing that there was so much I didn't know. So I didn't want to waste time. I didn't want to make avoidable mistakes. Like, I know a lot of people make the same mistakes. I didn't want to make a mistake that was avoidable. So who could I learn from? Who could shorten my learning curve? And I wanted to protect my personal brand. I have never had a different salesperson sell on behalf of an offer. So to me, because my offers are so close to my name, my face, my likeness, my promises, that I wanted to make sure that this team was built literally from the inside out. So after doing a bit of research, we looked at consultants and we looked at coaching programs, and we decided to invest in a program called closers.

Jasmine Star 00:05:06  I know this is not a paid ad. No, I am not an affiliate. If they ever wanted to kick me down with like a gift card somewhere, I'd gladly never turn it away. But this is just my honest insight and feedback about that experience, and I'm definitely citing them because they set the standard for how I wanted to build my program from the ground up. So let's describe this sales call. So it's super meta. Like I know I'm going to be investing in a sales program, so I need to set up a sales call. So I went filled out an application online. I got set up with a sales person myself and a team member by the name of Katie logged in and there we meet Dirk. Now Dirk is very put together, very well spoken. I think he's from like Eastern Europe and had a very direct way of communicating. But the thing I really liked about it was that he listened first. He just said, what brought you in here? What do you need? And he was taking notes and he was sharing his screen.

Jasmine Star 00:05:58  And finally, after ten minutes of now what I know is called discovery. He went in, made a very clear offer, and I told Dirk at the beginning. Dirk, I'm I'm not going to I'm not going to say yes on this call. Like, my goal here is to take time for me to figure out what it is I want to do. Although I know that this program is something I'm likely going to do, I'm not going to say yes in the call. So I really liked that he laid it out. He asked a lot of questions, like what was stopping me from saying yes, things of that nature. But he didn't push. He treated me like a grown, a woman making a decision, and I really appreciated it. However, we got off the call and maybe an hour later he sent us a very detailed email, very specific to the things we wanted. And he said, if you are ready to make a decision, let's hop on a call tomorrow. I just liked everything about the way that it moved.

Jasmine Star 00:06:46  And so I said, yes, let's set up a call tomorrow. That was it. Next day paid the contract. So we invested $20,000 for this 90 day program, and that also included them recruiting two closers for our team. Now, I don't know if that pricing will change. That is what we invested at the time of this recording. This is again, not an ad. I want to be very clear that they are more than able to change their pricing, and it is what it is. I will say that we signed the contract, they set up our very first onboarding call and I felt so nervous, I felt excited, I wanted to know what to expect and how to show up. And so I decided that I was going to document the journey. So right after our very first onboarding call, I recorded this video.

Jasmine Star 00:07:35  I just got up a call with closers.io, and I have to tell you, my mind is blown. I started the call by saying, we're going to give you all the information we have.

Jasmine Star 00:07:45  We want to make the most of this, and ideally, I'm just not even going to lie, I really want to be like the valedictorian student. I want to go in and I want to learn. And I said, I know that we don't have it together, and all I really want from you is to tell us how to get better. Tell us the lessons we need to learn and what is the quickest way that we can make this happen. So I had the opportunity to meet with our sales coach. Her name is Sue, and Yeager hopped on the call as well, and it was in this process that they first understood what were our request, what were our goals? And then they asked us to get very specific. They're like, how do we know? We've done a really great job? And so we gave them some very pinpointed goals. They gave us a little bit of estimates. And then we got into data. They said, if this is how many people that you want to close during this beta launch period, this is how many calls we're gonna have to get set up.

Jasmine Star 00:08:33  This is the average show up rate. This is what we think you're going to close out. We just reverse engineered everything that we needed. And on the back of pure data and analytics, we changed. We went from a three week open period to a four week open period. We're beginning to hire our sales team, and they told us straight out, if you want to build a successful sales team, you need to start doing the sales calls. So myself and Katie are going to be doing the sales calls. We're going to be refining our scripts. We're going to be overcoming objections. We can't expect somebody to close if we have not done it ourselves. Oh, that is like a dose of my own medicine. This is things that I say all the time, but to be able to have somebody just say it to me so clearly, make no mistake, I am scared, I am excited, I am ready, and I literally told Katie, I said, Katie, let us add it.

Jasmine Star 00:09:22  We're gonna take a big bite of this thing. We are going to tear it to shreds. We are going to learn so much and I feel my hands are sweaty. I got mom's spaghetti. No, I'm just kidding. I'm not Eminem, but I am very excited. I'm very excited. I already feel I already feel an ROI, I, I smell an ROI baby?

Jasmine Star 00:09:47  Okay, so I didn't mention that part, right? Maybe I need to say that part again. They told us we needed to do the sales calls. That was not what I expected. I thought I was going to them so that they would Paris up with closers. And literally it's like the Instagram gods were literally laughing at me because after they told me that we were going to have to be doing our own sales calls, I came across an Instagram post from closers co-founder. His name is Cole Gordon and on his Instagram post it was never expect a sales team to sell an offer. You have not sold yourself. And I was like, all right, speaking clear to me, and I don't want to admit it, that I wanted to abdicate taking those sales calls because I did not want to sit across from somebody on the internet and say, I've put my whole heart and soul into this offer, and I really think it's going to be freaking game changing.

Jasmine Star 00:10:44  And the results that we've seen have been really freaking incredible. So yes, please, would.

Jasmine Star 00:10:48  You like to sign up for this program?

Jasmine Star 00:10:50  Like, why am I turning into Oliver Twist? I don't know, it was just. I felt like a pauper.

Jasmine Star 00:10:54  Please give me some money for this thing.

Jasmine Star 00:10:56  I hated that vibe. And they just looked across at me and they were just like, you're going to do these sales. You have to know how to set the pace and the benchmark for what you're going to be expecting from your sales team straight out. They also said you're going to be building your SOPs, standard operating procedures, and you're going to build out onboarding for your closers and your setters. And we had our marching orders. So when I look back at the video that I had just posted, I almost pity her. Like I pity that version of Jasmine. Like I look back and I'm like, oh, you silly, silly girl. You had no idea what you were getting into.

Jasmine Star 00:11:34  I had no idea how much work we still had to do. And this video explains it.

Jasmine Star 00:11:42  So she starts off this message with Jasmine. Please don't hate me. Anytime I see a message like that in slack, I immediately start panicking because I'm like, oh my gosh, what's going to happen? So yesterday it's been about a week and a half since the last time I checked in. And yesterday I got a message from Katie who is helping me go through this program. We try to do things in pairs in the organization, like if I'm building, I know that I can be a bottleneck. If I'm the only person on the team who knows what to do. So we're going in, we're learning it. She's setting the pace. She is just working faster than I am. In fact, this morning I had a conversation with JD and I was just like, I can't keep up with her pace. She's moving too fast. And he's like, well, Katie is just as busy as you are.

Jasmine Star 00:12:25  So what is making you think she's moving faster? And I'm like, I don't know, it's maybe that she's working longer hours in a day, or maybe she's working over a weekend, but I don't know because she's really setting the bar and challenging me to step up because there's there's part of me that's like, well, let's just push the launch date. I don't want to push the launch date. I want to put my head down, and I want to hit a goal in the time that we had set. And in order for me to do this, this is why she sent this message. And she said, Jasmine, please don't hate me because I had already had a good time. So my executive assistant went through and started putting time in. What am I to practice my sales pitch? How am I going to be focusing on my video sales letter? I'm doing all of these things. And then yesterday Katie sends a message and says, Jasmine, I think you should watch about seven hours of training.

Jasmine Star 00:13:13  And she said, oh, and I had your EA look over the calendar and we don't even see one hour of availability in the next two and a half weeks, which is when I'm supposed to have all of this done. So I decided to say that this is a lesson and this is teaching me something. And while I will not be able to watch the trainings during my business day, I decided to say, when I go on walks, I'm going to be watching the trainings, listening to the trainings when I get ready in the morning, like doing my makeup for the day. I'm going to have my laptop up and I am watching and listening to the trainings. I will be doing this at the gym. I'm listening to these trainings, so I'll find a way to squeeze it in. And I think if I don't know if you hear my daughter, she's singing right now. So that's going on in the in the background. And so I just wanted to document the process, because I think that what comes up for me is limited time, limited availability.

Jasmine Star 00:14:14  How are we going to fit it all in. And I think if you just pull a step back and say, we want it and we want it done in this time, and we will find a way to make it happen, even if it does encroach for a little while on time that I like to keep for myself. I really do like to keep my head clear during workouts. I like to keep my head clear in the morning as I'm prepping. I love listening to business podcasts as I'm prepping, and so instead of the podcast I'm doing this, it is for a short period of time. It is setting me up for success. And the reason I'm creating this now is because Katie sent me a message in slack, and it was a quote from Cole, the founder of closers, the program that we decided to invest in. This is his quote if you can't close your own offer, don't hire a salesperson. You'll have no idea if they're good or terrible. 98% of successful companies follow this path.

Jasmine Star 00:15:01  Founder. Sells. Founder. Hires. Founder. Scales. Skip step one in your gambling. So we're not skipping step one. There will be no gambling here.

Jasmine Star 00:15:12  So in this next video I'm going to share. You know, I said that I was documenting this journey and I am doing just that, even when it makes me uncomfortable. I want to be clear here, though. I said in this video that you're going to see July 23rd. No, no, no, it was not July 23rd. It was June 23rd. And I was so exhausted, I just completely lost time of track in days. I couldn't think straight.

Jasmine Star 00:15:37  It is July 24th. I think I look as exhausted as I feel. We have been doing a lot and we're running at a very fast pace. So what you see behind me, I just had to take a minute and pause because I'm doing a lot right now. It is almost 7 p.m. and I have a photo shoot tomorrow for consistent 10-K. We're going to be making all the promotional content.

Jasmine Star 00:15:59  So we're going to do photos, we'll do reels, we'll be focusing on carousels. We have our full day itinerary ready to go. So we're just getting all the last minute details prepped for that. Today I had a call with our coach and she had said that we were, quote, keeping her on her toes, which is a compliment, but I think she just stated the obvious. She said, you guys are moving very fast. She's like, you have about two weeks before this is to launch, and we have a lot to do. And so what's left to do? Well, I have to finish all of the trainings. So I'm doing that as often and frequent as I can. We are starting our recruiting process. So we are going to be matched with a recruiter, and we are putting together what they call like a white paper. We're going to position this offer and myself for like to attract the best type of closers. But here's the tricky part. We've never launched this offer before, so it's not like we could say, oh, you know, we have like this type of success rate or this many leads.

Jasmine Star 00:16:56  We haven't done it yet. And so I feel like we're trying to razzle dazzle people to come work on the team. So tomorrow I will be making a video. I'm just gonna go on my laptop. And I asked my coach and I was like, do you think I can make a video? And she said, explain more. And I said, well, what if I just gave like a 62nd pitch for this offer, who I am, this business, because I don't want to attract just any closer. I want to attract a great closer, but I want to attract a closer. Who wants to grow with us. Like, I know it sounds crazy, but I want to attract a closer who's going to be doing 25, 30, $40,000 a month. I want that, and so I want to attract that type of person. So we'll see how that goes. That's going to be I'll be. So I'll be getting my makeup done, moving everything to the car, recording the video.

Jasmine Star 00:17:36  Driving to the studio. And while I'm driving down the studio, I'm gonna take a laptop and I'm going to be listening to the training, so you got to just squeeze it in wherever you can. Side note I think it's easy to get very overwhelmed, and it's easy to say that there's just not enough time. It feels that way. But a little geeky silver lining we're using ChatGPT so been prompting ChatGPT. Okay, so back up. I want to use ChatGPT because both myself and the team, we want to practice our sales calls, but we didn't want to practice with each other because it was just too easy. We already knew, like the types of questions to ask and how do we overcome an objection? And so instead of setting up mock sales calls, which is what I thought I was going to do, just like get strangers. So I thought I would be able to go into the social curator community and ask if anybody wanted to sit on mock sales calls. And I thought I was going to do that until we decided to prompt ChatGPT and say, explain what our offer is.

Jasmine Star 00:18:32  Then I'm going to say I'm going to be doing a sales call. I'm going to call you. Let's just say I'm going to say your name is Sofia and you are. And I'm going to list our dream customer. And then I'm going to say, I'm going to practice my sales pitch with you. And so I did the talk to text and this the ChatGPT my Sofia is talking back to me. This has been the coolest way to get real time feedback and practice with what ChatGPT will come back at me with, and then I get a chat, ask ChatGPT like how well I did, what was the likelihood of closing? So it's been a cool way to get our reps in without having a human to talk on the other side. So that's been a highlight because I don't have to set up sales calls during like normal business hours or work around somebody's schedule. Like, I can literally practice my sales call at 4 a.m. in the morning, so keep you posted.

Jasmine Star 00:19:25  So the following day I woke up at 4 a.m. and that was the day of our content shoot for the consistent 10-K.

Jasmine Star 00:19:30  That was like a promotional shoot that we were doing, and I documented how I prepared to create a recruiting video, and I just didn't want any recruiting video. I wanted a solid one. I wanted somebody to look at this video and say, I trust this person. Even if this offer is new and they've never built out a sales team, I want to trust that person. So I had to create that recruiting video, and I'm going to show you the end result of that video. So what you're going to see now are two videos. You're going to see me on the day of making that video. And then I'm also going to show you the recruiting video. We're going to turn to that right about now.

Jasmine Star 00:20:02  It's June 25th, the day of our consistent 10-K photoshoot. And before I go, I set up some time to do a video to recruit our potential closers, and I'll probably use this same video for starters. I'm just going to record it on my computer. And then what I'll probably do for the podcast is drop in that video here.

Jasmine Star 00:20:20  I spent about a few minutes this morning writing a few notes about what I want to do in this video, and the goal. The dream here would be to get it around 60 ish seconds. So maybe 1 to 2 minutes max. My name is Jasmine Star and I am CEO of Jasmine Star Brands.

Jasmine Star 00:20:36  Over the last ten years.

Jasmine Star 00:20:37  I've had experience dropping out of law school, picking up a camera, becoming a photographer, creating.

Jasmine Star 00:20:42  Content courses, memberships.

Jasmine Star 00:20:44  And even my own tech company called Social Curator. And I will tell you that based on a litany of experience, the number one milestone I've been hearing.

Jasmine Star 00:20:52  Entrepreneurs say.

Jasmine Star 00:20:53  Again and.

Jasmine Star 00:20:53  Again is they would determine.

Jasmine Star 00:20:55  Their success if they were able to make $10,000 a month. And so it is with this deep pride that I am excited to announce. We are launching a new offer called the consistent 10-K. This is a 90 day coaching program with consistent feedback and step by.

Jasmine Star 00:21:10  Step.

Jasmine Star 00:21:10  Process. We're going to teach crafting and order marketing, sales and then ultimately how to scale.

Jasmine Star 00:21:16  My audience is female. They're in their 30s 40s. They are mothers. And they are here to.

Jasmine Star 00:21:22  Not.

Jasmine Star 00:21:22  Just.

Jasmine Star 00:21:22  Build consistent.

Jasmine Star 00:21:23  10-K, but their ultimate goal is to.

Jasmine Star 00:21:25  Build a seven.

Jasmine Star 00:21:26  Figure life and business. I would love for you to learn more about who they are on my Instagram, Facebook, YouTube, LinkedIn, or TikTok, or on my website at Jasmine Star. I am looking for closers and setters who are ready to change their lives by empowering other people to build out their dreams and find their path to success. We're looking for somebody who's hungry, who's loyal, who is in a time of building and.

Jasmine Star 00:21:50  In a.

Jasmine Star 00:21:51  Time of making a lot of money so they to step into their fullest potential. I look forward to hearing from you soon.

Jasmine Star 00:21:57  Okay, so here's where things took a really wild and unexpected turn. We needed more time. Not the thing that I want to admit, but it was so clear. I didn't want to hire a closer or. I mean, to be honest, I never hire a new team member.

Jasmine Star 00:22:12  Period. Without SOPs and without proper onboarding and without clear KPIs. Key performance indicators. I've learned way too many mistakes in the past that when I didn't have that set up, I wasn't setting the team up for success. So now I was faced with a decision. I once heard that a lesson is not something you learn, or a podcast you listen to, or a book you read. I heard that a lesson is you making a different decision given the same situation. I knew that I had to prove to myself that I had learned lessons from my past iterations of the business, of saying, I'm not going to repeat that mistake. I am going to say, take the time that I need to set things where they wanted to go. So when new team members and we bring them in and they feel supported well, they feel supported well. Standard operating procedures, key performance indicators, proper onboarding when they feel supported and they know how to win. And then you know that you have expectations of them and they are very clear about what those expectations are.

Jasmine Star 00:23:15  They trust the organization. They are less likely to leave the organization, and they know immediately if they are a culture fit. Because of that, I refuse to move forward without those foundational pieces in line. So that's what we needed to address. And this video explains all of that.

Jasmine Star 00:23:35  So here's an unexpected update. At the end of last week, we got some news that we needed to have a little bit more systems drilled down for onboarding a sales team. It was totally possible for us to do this and make it happen in a given amount of time, but I think it was just adding a lot of undue stress, especially going into a holiday weekend. And so what we decided to do was to push the launch back by a week. So the team and I just two like our key like stakeholders, had a meeting this morning to go through the logistics. And what we discovered in logistics is that by pushing it back a week, it impacted our availability while I was hosting a mastermind for seven figure founders.

Jasmine Star 00:24:14  So we just had to restructure the entire thing. And all I feel is great, I feel great. We start much slower than we had anticipated. And so we start with a very, very, very small launch to our wait list. I'm going to share a little bit about what that conversation was about. And then what I'll do is I will pop over and explain a little bit more about, like the exact timeline and what's needed, because we just were trying to do conversion numbers at a 70% show up rate to a warm audience. If I'm closing at 60%, my right hand is closing at 60%, and we're onboarding closers and they're closing at 20%. How many calls do each of us need to do in order to hit our benchmarks and our goals? And how much time would we need to make that happen? So we're going to do some math. We're going to use quant. We're going to approach this with as much strategy as possible and then give ourselves the runway that we need. I want to make sure that when we onboard our closers, they understand our core values.

Jasmine Star 00:25:12  They understand that we operate from excellence. That excellence is our baseline. I want them to know that we play like Olympic champions and we play to win. There's a few things that need to be in place, and if we have to do that slower to do it right, then that's the decision that we're making.

Jasmine Star 00:25:26  So before I show you how we debuted this program, I need to explain a few things, okay? Because this video, I was like, oh, do I include this video? And I am, but for things to take into consideration number one. So I schedule outward facing meetings three times a week. So two of my five working days, I'm not wearing any makeup and I don't plan on wearing makeup. I'm just not. I know I'm my most successful when I am sitting in sweatpants and my hair is in a messy bun and I'm going down into like a deep work day, those are when I'm most successful, so I only do outward facing meeting days. The second thing you need to know about the video I'm about to show you is that I recorded this next video on a day that was not an outward facing day.

Jasmine Star 00:26:08  I might have team meetings where I don't need to wear makeup. That was one of those days. The third thing to take into consideration is while I was in this meeting, our CEO got a really important email from a potential partner and we had been trying to schedule a meeting with that potential partner for a while, and it was a pretty significant deal for us. And so while she got this email and we're in this meeting, she paused the meeting and she said, Jasmine, do you think that you can take a call today with that potential partner? Which leads me to point number four, because I wanted to lock in the contract, I accepted the meeting, but then I told the team that I was on the call with. I said, you guys, I'm going to do my makeup while we're in this call so that I have makeup on when I do that partnership meeting. So another thing that I do not do is I don't do my makeup on team calls. Nothing's wrong with it. It's just something I never do.

Jasmine Star 00:27:00  So please, when I show you this video and I'm doing my makeup to explain what's going on, please don't think that this is a normal thing. Even though the team was sitting there and being like, I cannot believe that you're literally doing your makeup. And I said, listen, it's a business call. And it's also a makeup tutorial. Haters, let's get into that video now.

Katie Haahr 00:27:16  Okay, so oh my God, are you guys really gonna roll your eyes? Are you guys serious right now? Oh my God, I am out here doing my job and you guys are going to roll your eyes at me. Yeah. You're tripping. Next. Okay, Petey, break it down.

Jasmine Star 00:27:30  Break it down.

Katie Haahr 00:27:31  Let's see. Okay. Let's go. Week 1st July 14th, we release to have the wait list. We make the funnel truncated to eight emails. Halfway through week one. So let's say July 16th or 17th. You can make that call. We released the second half of the wait list.

Katie Haahr 00:27:52  Rosa and I are prepared to take a full slate of calls July 14th and July 21st. Although the last three days of that week. Jasmine can't, so it will really only be 12 calls the week of July 2012. Calls from jobs in the week of July 21st. 30 calls from me next week of July 25th, the week of July 28th. Jasmine and I are available for calls, but we don't expect a full slate of calls that week. But we'll we want to schedule over the week of August 4th. There will be no calls from anyone and we will bring in the two new closers. Their onboarding day will be that day. We can onboard them, have a great call with them that morning, and they'll be focused that week on the training we've assigned and blockchain calls. I love you. Oh my gosh darling, I love you. I want to say hi, Miss Katie and Miss Jane Clay. I'm sorry. Oh, I mean, she is just a whole look. She's got a scarf.

Katie Haahr 00:28:53  She's got her sweater. She's the Duchess.

Jasmine Star 00:28:56  The Duchess of Newport has arrived.

Katie Haahr 00:28:58  Oh, there you go, baby. I love you. I love you.

Jasmine Star 00:29:01  I love you. Have a.

Katie Haahr 00:29:02  Great day. Bye bye bye. Love you.

Jasmine Star 00:29:05  Goodbye to you.

Katie Haahr 00:29:05  Okay. Goodbye. Okay. Drama. Drama queen. Drama queen. Like mama. Oh.

Jasmine Star 00:29:12  The whisperer. Yes.

Katie Haahr 00:29:13  She's, like demure.

Jasmine Star 00:29:14  Very demure. Okay.

Katie Haahr 00:29:16  The week of August 11th is. All systems go. We release to social. We release to Jasmine's fullest. And Jasmine and I. The week of August 11th. Thrill. August 18th. We take as many calls as we can by giving our calendars. Jasmine already has some things I'm going to have to see, like what my capacity is in terms of doing all the other things, but we take as many calls as we can. The week of August 11th, our closers are taking two calls per day, so ten calls a week each. Same thing for the week of August 18th.

Katie Haahr 00:29:51  Provided that they're doing a great job. They can have a full calendar starting the week of August 25th, and Jasmine and I can hopefully be on no calls to very few calls.

Jasmine Star 00:30:02  So that was the plan. And even though it was not what I expected or I wanted, I chose to believe a mantra I repeat to myself again and again. Everything is happening for me. Everything is happening for me. So we'll pause and side note that meaning that I had with that potential partner. It went really well and we secured a content partnership. So I'm going to have a separate podcast about that arm of the business. So I don't talk too much about that arm of my business. But essentially what I, I don't think I've ever talked about it on the podcast. I definitely have never talked about it on social media. So a separate arm of the business that has been solely word of mouth, and we book it by organizations and large scale companies. They will come to me and they will ask if I will be able to create educational content.

Jasmine Star 00:30:52  Sometimes I'm creating it for their clients, sometimes I'm creating it for their employees, sometimes I'm creating it for specific departments. And so they'll bring me in and I speak about marketing to their marketing department, or I'll speak about sales and branding to perhaps their sales team. Oftentimes it would be an organization to say, hey, we have a group of social sellers. Can you create content on social marketing? and it will be on behalf of our business. So they hire me. They take my IP. I turn over those recordings to them, and then they distribute it to their sales teams or clients or whoever is in the organization. So that content partnership thing, I'm going to have a separate podcast describing what that is for my business and how we've leveraged it. But for anybody who has questions that what was going on, that was that partner meeting. Okay. Now we're back to building out the sales team. So I want to go back to consistent 10-K and setting up this new arm of the business and our sales team.

Jasmine Star 00:31:47  And this video was taken just a few days before my very first sales call.

Jasmine Star 00:31:53  So I ninth and this Monday, the 14th we begin sales calls. Now here's the thing. We're actually going to roll it.

Jasmine Star 00:32:01  Out to the waitlist.

Jasmine Star 00:32:03  Maybe some people will book on that day. I think there's a higher likelihood.

Jasmine Star 00:32:06  Of us booking calls.

Jasmine Star 00:32:07  On the 15th.

Jasmine Star 00:32:08  But either way, we're going to be.

Jasmine Star 00:32:09  Ready on the 14th. So this week we are finalizing all of our SOPs, our are standard operating procedures. We have created a decision map. We are fully prepped to onboard our closers. And just this morning we got our very first candidate from our recruiting process. Now, we believe that she's so qualified and very much in line with what we want, that we are going to bypass group interviews with her. So she is going to be interviewing with our COO tomorrow, and if that goes well, I will be interviewing her on Friday. Now, this is a little bit in advance of when we wanted to recruit, but we wanted to make her a considerable offer if she was in alignment.

Jasmine Star 00:32:52  So maybe by the end of the week we are going to have our first closer locked in. That's pretty exciting. I think that everything's happening for us. And today I had a call with my mastermind, and I outlined all of the things that we have in process as we build this department. And I think it's only when I had this opportunity to pause and reflect on the work that we've done. Given this short amount of time, it it really does make me proud. Do I think it's perfect? No. Do I think things are going to have to change or we're going to modify based on what we've learned? Yes, absolutely. But I still feel very proud of this team. I feel excited. And at this point, I think that the only thing that we can do is to get started. I want to practice more sales calls. I want to get better. It is what what I do, I want to perfect it. And I don't think that there's any which way of perfecting it until you're actually doing it, which makes me very nervous and also excited.

Jasmine Star 00:33:51  And I just want to hit the ground running. I understand that the best thing for us right now is to start slow, modify, tweak, get better, and then take this thing public in August. So cheers. I'm very excited.

Jasmine Star 00:34:07  So now let's take a look at the very first day of our beta launch, which also happened to be the very first day of my sales call. Yes, we sent an email to a very, very small list of people, and on that same day somebody booked a call. They happened on the same day.

Jasmine Star 00:34:25  Wah wah.

Katie Haahr 00:34:26  If I.

Jasmine Star 00:34:27  Had.

Katie Haahr 00:34:28  Laser horns, if I was a.

Jasmine Star 00:34:29  DJ, that's what I would be doing now. Today is July.

Katie Haahr 00:34:34  14th.

Jasmine Star 00:34:34  We sent an email to a wait list. A very small wait list. This morning at 6 a.m., we started getting sales calls scheduled for later this week. And then today I got a sales call scheduled on the first day. I was not expecting that, so I had my sales call.

Jasmine Star 00:34:54  The sales calls were like, we think they're going to be around 40 or 45 minutes, but we planned them to be an hour. This call went an hour and 13 minutes. I think she was really surprised that she had a sales call with yours truly. She's like, I was.

Katie Haahr 00:35:09  Expecting it to be.

Jasmine Star 00:35:10  Somebody on your sales team. And I'm like, I know. This is how we're starting it. So we talked in depth about her business. She said yes on the call. She wanted to process it with her partner and she said, send me the link, I want to invest tomorrow. So all in all, it was great.

Katie Haahr 00:35:29  It was great.

Jasmine Star 00:35:30  It was great. I, I followed the script. I would.

Katie Haahr 00:35:33  Say it.

Jasmine Star 00:35:33  Probably stayed the script. I went out of order a little bit, but I.

Katie Haahr 00:35:37  Felt like I.

Jasmine Star 00:35:37  Got the components of understanding, like what was the pressure point? Is she ready for this type? Of course, I wanted to make sure that this was coming from her, that she was ready.

Jasmine Star 00:35:45  It's a 90 day program, so I want to make sure that when you're in for the 90 days, we're going to do this in 90 days, like, is it in alignment? And so I'm really excited. I really I feel I feel proud, I feel like I'm sweaty. I'm like super I'm literally sweaty. I was sweating on the whole, I got off that call and I was like, I literally need to go like take a cold shower. But I'm very proud. I'm very excited. Lots of good things. Okay, one thing to note, I forgot this and all of the excitement. This morning we sent the newsletter to a very small portion of the list. I think we sent it to about 150 people. We did this to gauge what the response would be, and I sent a voice message to the team and I said, hey, because this is new and we don't know how to gauge it, the last thing I want is to send it to too many people, and the response becomes overwhelming.

Jasmine Star 00:36:34  And people can't book a call for, you know, like a week. That's not a good experience. And so we started off with a very small portion, and we saw a pretty good uptake of people booking calls. And we noticed that because there's just two of us doing it right now, there's very limited availability. We thought we were going to send another batch of emails on Wednesday to like another 150 people, but we decided we were going to wait towards the end of the week to send the next wave or the next round of emails, just to ensure that we are building a cadence that if someone somebody wanted to book a sales call, they would be able to do that in the next like day or three. Anything beyond that, it's just not that great of experience. So what I'm asking for is to lead with data and analytics. So what does this mean? I said, okay. Of the 150 emails that we sent. How many people booked a call in the first 24 hours, in the first 48 hours in the first 72 hours.

Jasmine Star 00:37:29  So we are going to be doing this, and we're going to be sending it to a very segmented list who are very warm. Now, when we send it to our big newsletter, we're going to be doing it again in segments. Will we do it in small segments of 150 people? No, because the newsletter is going to be a lot colder. We've been nurturing this waitlist for about two months, like letting them know that something's coming. Letting them know that there's going to be an offer around consistent ten k months things of that nature. So we will be rolling it out in waves, not as small, we'll be going wider. We'll be going more to like my colder list. And then we're going to see here again, we're going to be tracking data and analytics when we send it to, let's say 300 people or 500 people on my list. How many people book to call in 24 hours, 48 hours, 72 hours? Because we're thinking that if people are responding as positively as they have been, which has been amazing and like.

Katie Haahr 00:38:17  A big.

Jasmine Star 00:38:18  Big sigh of relief, is that it's going to be a slower rollout than we anticipated. So here again, we're just learning lessons. I'm documenting them with you and talking about the importance of data analytics, slow rolls and then keeping track. Should we ever decide to make another offer like this again, how do we unroll it? How do we unroll it, unfold it, unveil it, whatever. How do we own the offer to an audience in a way that we're prepared for on the back end? Another thing I forgot. Oh my gosh, you guys. Monday. Let's go. Monday I had an interview.

Katie Haahr 00:38:50  With.

Jasmine Star 00:38:50  A potential closure for the team. I really liked her. She had an interview with current president, she had an interview with our COO, and then lastly she had an interview with me. I thought she killed her interview. I thought she was extraordinarily well well-spoken. I think she comes with so much experience that I actually spoke to her, and I said, I actually think you might be overqualified for where we are.

Jasmine Star 00:39:13  This is a new offer. I don't know how our pipeline is built out. I actually don't know how we're converting on it. I actually don't have our sales scripts and every objection that we'll be facing dialed in. And she said, I know she's like, I'm very familiar with this type of business. I'm familiar with you and I want to be part of this team. I was very excited. I think I was like, I was kind of taken aback. I sat there and I told her, hey, this call is as much for you as it is for me. I have no doubt. I literally told her, I have no doubt we are going to work together, but I am here to tell you that the experience that you have, the other sales organizations you've been a part of, they are so built out like they have sales teams of 200 or 250 people. We have a sales team of two. Like, are you okay with that? And I said, it's okay. I'm not going to be offended if now is not the right time for you.

Jasmine Star 00:40:07  And she just sat across the screen and said, I want to build. I want to build this from the ground up. I want to lead this department. Like she was very clear and I was like, oh, okay, this is great. So we're going to be making her an offer and I'm very excited. She might be the very first closer that we have. So all in all a good day. I'm very tired. I'm very tired. I'm also very excited.

Jasmine Star 00:40:29  So after another interview call and a mock sales call, we decided not to move forward with that candidate and we began to hone our focus and get specifically on who we wanted. Like we didn't need somebody just to sell an offer. We needed somebody that was going to embody our brand values, was going to understand who they're speaking to, and understand that we wanted them to lead guide these calls with empathy and also clear action. So it was about a week or so that had passed before I recorded the video that I'm about to show you right now.

Jasmine Star 00:41:05  So one thing that I want to be very clear with is that I shouldn't create a video in the moment. I know that about myself. When I am going too fast, I share reactions and what I need to do is share a response. So this video was a reaction and not a response. And so I debated sharing it. But what was happening on that day was I had so many things back to back to back to back to back planned that I knew that if I didn't record that video right there and then, I wouldn't record that video at all. And I was leaving on a trip. So I recorded that video, and I'm sharing this video now to explain that it was a reaction and it was not a response. And if I could record it over again, I would be a lot more thoughtful with my words. I was just in the moment, and I was trying just to say exactly how I felt. And so it is the full version of me. And one of the things that I debated is I looked at the video and I said, oh, you're sharing a lot of your opinion and to create helpful educational content.

Jasmine Star 00:42:05  My opinion matters less than dealing with the facts. A bunch of people on the internet have a bunch of opinions. I actually have learned that opinions don't mean anything. What I want to do is I wanted to use this to show a series of facts and the decisions we made on those facts. I think that this video is a little bit too opinionated, but I'm sharing it here, understanding that I'm going to be taking the facts from my opinion piece and making a decision from that.

Jasmine Star 00:42:29  It's been about a week since I last checked in, and in that week we finally have some data and feedback. That means that we're going on week two of our closing, and I am currently sitting at a 50% closed rate. I really I would want a 60%, but I'm learning how to get better. And yesterday and it hadn't happened before, but yesterday not one but two people All joined on this sales call, and I was so excited because I was able to celebrate with them and I was able to it.

Jasmine Star 00:43:08  It showed a marked difference of my progress at being able to position value for the offer and speak to what they deeply want from it. So that felt really good. That felt like a win. Our other closing team member is closing at 43%, so we're only two weeks in. We have so much more room to grow, but we're excited because we're setting benchmarks for what we believe are the closers that we hire will start hitting because the closers were hiring. We are not hiring anybody without experience. So we're looking for experienced closers. They have to come with previous experience, and we think that if we are closing between 40 and 50%, that that will be a benchmark for them somewhere in like that 2 to 3 week mark. And so that's exciting. On the front of hiring, we were very close to extending an offer for a closer who came with a lot of experience and was a very viable option to a lot of people, and I did some research. Listen, people, careful what you put out online because it follows you and it just culturally it was not a fit for the type of student, this type of coaching student, the type of environment.

Jasmine Star 00:44:26  It wasn't a culture fit for our team. So it was good we didn't extend the offer. We kindly and respectfully declined. I just got off of an interview for somebody who I thought was going to be a very good fit. I actually I want to hire her for my business. Unfortunately, she wants to get into high ticket sales and so it's not a good fit. But I'm like, oh man, I would love to hire her. I think she's phenomenal. I don't know if she's a fit for the type of closer that we're looking for. Okay, okay. I'm just gonna be honest. I'm just going to be honest. Like, I need to say what I need to say. The business owners that we are coaching are very. Oh, my gosh, this gets cheesy. It gets cheesy. This is cheesy. It's just my truth. I deeply, deeply care about the people in this program. I, I deeply care about the experience that somebody will get coming on a call I deeply want to protect, and I value and I respect somebody's time when they come on a sales call.

Jasmine Star 00:45:33  And I also think that a sales call is a division of a brand. And right now the division is of my personal brand. These closers are going to be a personal representation of my brand. They're going to be an extension of this offer, and I'm going to be very particular about who I want on this team. And so these people are great and phenomenal and they're good. And all I know is that they're just not right for this. Which sounds crazy because I'm only using a litany of my past hiring experience versus the brand that we're creating and then trusting. And I don't even want to use the word intuition because it sounds super woo. I'm going to trust my inner knowing. I'm going to trust that my compass knows the direction we're headed, and I need to spend the time. I don't care how long it takes. I need to viciously protect who this starting closing team is because we have a very warm funnel. We have a very warm pipeline. Like there are people who who are waiting to get a sales call.

Jasmine Star 00:46:35  And right now, Katie and I are the only two people who are closing. We don't even have bandwidth to take the demand for the calls that are coming in. So if I am going to be putting a closer in a very, very warm pipeline, these people are excited to be a part and jump into this. Then I need to make sure that from beginning, middle and end. People are well suited. I think it makes me very awkward to say that, but I also know that the person whose job it is to protect the business and is to protect our students and is to protect the brand is me, not even protect. Excuse me. Uphold. It's my job to uphold the business and uphold the brand and uphold an experience. So I'm going to do everything I can to do that. And that is distinctly and cleanly choosing a team that will help us get there. Does that sound a little bit passionate? Okay, maybe Tengo passion I am not I'm not feeling any other way than more determined.

Jasmine Star 00:47:34  I am more determined to get this right. I am more determined to build out a team. And I know that because we have a new offer that's not market proven, that very few people are going to want to come to this team, I understand it, I understand that we're playing with the short deck, I get that, but it doesn't mean that I'm that I'm going to rush this process. I want to rush this process because I want to start scaling as soon as possible, but not at the cost of the culture, experience and the business. Okay. Side note let's get a little bit of an update on how the pipeline is going. If you can believe it, we are still using our waitlist. By this time we thought we were going to be sending it to my newsletter list. My subscriber list. We haven't done that yet because we don't have the bandwidth to even sustain the interest that we're getting just from the waitlist. And so I have a newsletter list that I never really talk numbers, but here we are.

Jasmine Star 00:48:30  I have a newsletter list that's around 300,000. I can't send a newsletter to 300,000 people to say like, hey, we have this offer and we want to hop on a call with you to talk more about it. We wouldn't even have the bandwidth. Even if we had a closing team of eight, we wouldn't be able to handle call volume. So just this past week, we decided To yet again push back the public launch. We are going to start segmenting my subscriber list into small pockets of people, and then we're going to use data and analytics to measure how much of the lever we can pull. So in the beginning and I don't know if this is right or wrong, we're literally making it up as we go. I have a pretty warm newsletter list. I have a pretty significant open rate and a pretty significant click through rate, which is awesome. But right now, I don't know how many people are going to want to watch an interest video or set up a call. So we decided to segment the list and it's going to be very small.

Jasmine Star 00:49:26  We're going to do it to 1000 people. We're going to send an invite to 1000 people on my newsletter list. That is different than the waitlist. The waitlist would be hot leads. The newsletter might be, depending on what it is, warm ish. So we're going to test it for a thousand people. And then we're going to see the interest level, like the open rate and the click through rate. And within 48 hours we're going to decide if we're going to send it to another thousand people or we're going to park it there due to our closing bandwidth. But here again, we have not hired a closer yet, so we're still just working with two people who are in sales calls. And there's a limited time because I'm also recording podcast and I'm also doing interviews, and I'm also creating articles and content. So I'm just reminding myself that slow is steady and steady is sexy. I think I said that wrong. I'm pretty sure I said it wrong, but you wanna know what? I'm just gonna own it.

Jasmine Star 00:50:20  Because slow is steady and steady is sexy. I don't want to scale immediately. I want to build a strong foundation. And I just need to remind myself that going slow builds the right foundation for us to scale, for us to give the level of attention and service that our students deserve and that they are expecting. And so it's like a mix of emotion. Like I felt very happy, I feel excited, and people are often like, well, Jasmine, that's a great problem to have. It is, It is. We're just in the process of figuring out how we might be able to scale it and still protect the integrity of our brand, business offer and experience. So that's right. So today is the day we're recording the podcast. What you just saw back there was a behind the scenes of who is here and what it is that we are doing. So let's pop in to the final recap of this whole journey.

Jasmine Star 00:51:15  So here is an update at where things stand as of today. We didn't at all think that at the time of this recording, consistent 10-K is still in a private beta launch.

Jasmine Star 00:51:30  It means that we have too much demand and not enough people to take the one on one sales calls. We have hired our very first growth strategist. She's killing it. She's having a 50% conversion within her first week. And so we have been filling up her calendar as much as possible. I am still taking sales calls behind the scenes. Like I had mentioned in an earlier video, I'm dedicated to taking 271 sales calls. I want to earn myself out of this position. Katie is working behind the scenes at setting up our SOPs. Those were all launched. Our new sales strategist was onboarded correctly. Now she has clear KPIs. She has a clear way of documenting everything and the system that we have created. Yes, it will get better, but I am so proud of what this thing looks like. In fact, we talked to our coaches and they said, you have accomplished so much in so little time. And I decided that instead of starting our sales department with two people, we are going to start with three people.

Jasmine Star 00:52:33  And before the end of the year, that will likely be for salespeople and a sales manager. So, you know, I changed a lot of the words that I was using. I made the intentional thing for me to say we are not moving slow. We're moving with intentionality and a foundation. I am unafraid to say that this thing needs to get to 7 or 8 figures in a given amount of time. I'm saying I want to build the foundation that will create another seven and eight figure revenue stream in the business. And I'm going to do this not just levered on my name, my personal brand, my brain, my wherewithal. No, this thing is built by the team and for the team. And when I win, everybody wins. The feedback we've got back on the program so far has blown my mind. I'm looking at these people and I'm watching them transform in real time, and I want to make sure that we have all of the systems in place so that when we start inviting more and more and more people in, they're going to be getting that same level of care and attention.

Jasmine Star 00:53:33  And the only way we do that is with clear systems and having a support structure, not just from a sales team. We're also building out a coaching team. I could not be more proud of the coaches that are inside of this program. I couldn't be more proud with how careful and attention detail they are. One of the things that we knew was going to make this program different is that there's no excuses allowed. We have people coming in and saying, hey, when are you going to get this done? And if you say it's going to be done on Thursday, you are going to be getting a message from a coach and saying, hey, how did it go? If you're saying that your video sales letter, if you're saying your DMs, if you're saying your marketing isn't working, then we're going to ask you, hey, upload it this, upload your content, upload it with, you're stuck with and the coach is going to come back and give you a very little response of what needs to happen next in order for you to get a result.

Jasmine Star 00:54:19  And then they're going to ask you, when are you going to get it done? And if you tell us on a specific day, they follow up on that day. This is a whole theory of what was broken in online education. And now us coming in and saying, if this is the thing that you want, we're going to hold your feet to the fire, you're going to get a result, and we're going to do it in 90 days.

Jasmine Star 00:54:35  Hot dang.

Jasmine Star 00:54:36  So lots of new things. I look forward to creating future podcast episodes about the things that we're learning about the sales mechanisms, how I've grown as a saleswoman, and how before I was dreading and so nervous getting in them. And now when I look at my calendar and I see sales calls, it's like, we're going to win today. We get to serve really well. We get to make an offer that we know is changing lives, and we get to see people get real results.

Jasmine Star 00:55:00  I don't know.

Jasmine Star 00:55:01  I'm literally so lit up by them and I'm very excited.

Jasmine Star 00:55:05  So like always, I bring you in on this journey so that you can take these lessons and implement them in your life in business. If this behind the scenes look at how we're building a sales team, specifically if you're watching on YouTube. Shout out homies for watching on video. Send me a DM on Instagram. Let me know if you like this format, because maybe we start creating more of this, like behind the scenes mix of video and podcasting. If you've liked this, please feel free to send it to a friend or send me a DM. Give me feedback. I'm literally making this content for you and so you tell me how to get better. I would appreciate it greatly. Thank you for watching and listening to The Jasmine Star Show.