309: Master the Art of Online Selling with Jillian Murphy

Melissa [: 00:00:00

It's gonna be so good. So I'm gonna do the formal bio in just a second, but why you wanna listen today? Jillian is the absolute whiz when it comes to sales. Whether you think you're an expert or your funnel's running dry, you are going to want to listen in to Jillian today, especially in this current market. And I know for a lot of my friends over on LinkedIn, I tend to attract a lot of subject matter experts who are maybe clinicians, have backgrounds in holistic spaces that don't innately come from a sales background. And even if you do, it's a different game in the online space to many of you who've come to my mentorship and are pivoting into the online space. And this is why you want to listen in and hear from Gillian today. Need some effective tactical advice that actually helps you get results and makes a real difference in your life and business? You've come to the right place. If you're finding yourself here today, it means you're getting ready to gain serious traction in your business, rapidly multiply your income and impact, and you're ready to make it happen while living all out.

Melissa [: 00:01:09

Guys, I'm Melissa Henault, your trustworthy corporate dropout turned 6 figure business burnout turned happy and healthy CEO of a multimillion dollar online business, and you're listening to the Burnout to All Out podcast. On this show, we're serving up innovative growth strategies, simple implementation methods to put them into practice, and action stimulating inspiration tailored specifically for the modern entrepreneur. Let's dive in. We are live on LinkedIn, my friends, with Jillian Murphy. Jillian, welcome to the burnout to all out podcast. Welcome.

Jillian Murphy [: 00:01:54

Oh, my gosh. I'm so excited to be here. I'm such a fan of you, and I'm just excited to have this really great conversation with you today.

Melissa [: 00:02:00

So Jillian, I'm gonna give the personal bio, and then we'll give the formal bio. So Jillian is a good friend of mine. Over the years, we've been in the same mastermind together. And I mean, this brings up just the value of investing and being in the right room. Like, we got to know each other in the mastermind. You've been a guest expert inside of my community. I know that folks on my team just look up to you tremendously, and it's just the power of getting in the room to make incredible relationships like this that have stemmed from years ago. And here we are today.

Melissa [: 00:02:30

It's so cool. So that's my personal bio. The professional bio for Jillian is she's massively obsessed obsessed with two things, sales and community. With over twenty two years of corporate experience, which we're gonna talk about, yes, she's an ex corporate who's now a wildly successful entrepreneur. So she has over twenty two years of corporate experience in sales and marketing and growing multiple businesses on her own. She's made it her mission to help online business owners just like you gain real results through sales and messaging. I get lots of questions around messaging. Sales is truly the oxygen of our business, and I couldn't agree more and the most important skill and any business owner can acquire.

Melissa [: 00:03:15

And that's why she's here to help you with tips, training, coaching, support, and all that you need to fall in love with sales. Jillian, I know you are a force to be reckoned with and just an expert in your area, and we're just excited to have you here today. And I'd love to just start with the backstory. Before we get into your zones of genius around sales and all the hacks that our listeners are gonna get today, let's get some inspiration. You haven't always been an entrepreneur. You spent twenty two years in corporate America, but you broke free and are running a 7 figure a year business now. So take us back so you can inspire some of my friends to corporate life. And what drove the pivot into entrepreneurship?

Jillian Murphy [: 00:03:57

Yeah. I love this story, and I feel like I've told it a million times. And every single time I tell it, I just love it even more. So I was a ride or die corporate person. I was in corporate for twenty plus years with two different organizations. I was actually in the food service industry. So I worked for Sysco Foods, and then I worked for a smaller independent distributor. And I always said if I could, like, tattooed my company's names within my forehead, I would've.

Jillian Murphy [: 00:04:20

I had no idea what entrepreneurship was. Like, my whole goal was just to work all the way up to the top, and I was almost up to the top in my corporate company and just retire from there and have a great cushy job for the rest of my life. And about four years ago, I had some friends who were in the entrepreneurial space, the digital marketing space, and they said, hey. We're going to this mastermind with these people, Chris and Lori Harter. It's called Fast Foundations. Do you wanna come? And I was like, I have no idea who Chris and Laurie Harder are, and I have no idea what a mastermind is, but I'll go to LA for a weekend with you guys. So she jumped on playing with two of my girlfriends, and there are some they're pretty big influencers in the online space. And I went to this thing.

Jillian Murphy [: 00:04:56

I was the only corporate person in this room of 50 entrepreneurs, and I remember Chris handed us a mic and was like, hey. You gotta say, like, who you are and what you do. And I was like, my name is Jillian Murphy. I'm from corporate America. I have no idea what the other 49 of you guys do in this room. I'm just here to, like, hang out with my girls in the back, Jen Kennedy and Lauren Salon, and, like, we're just here to, like, kick it. And that day, I actually went to lunch, and I sat next to Nick Carter, Chris's brother. Right.

Melissa [: 00:05:20

And Nick

Jillian Murphy [: 00:05:21

was like, what do you do in the corporate space? And I said, oh, I'm a sales trainer, a sales exec, messaging, marketing, content, everything. And he was like, there's, like, 50 people in this room that probably would buy from me. And I was like, oh, that's cute. And it went in, like, one ear and out the other. One week to the day, I lost my corporate job because the pandemic happened, and they cut the top 10 salespeople who were making the most amount of money. And I remember going through we had these little black notebooks. You remember them from Elite Level Mastermind. These, like, little black notebooks.

Jillian Murphy [: 00:05:47

And I was, like, going through it, and I was like, what was that guy's name that I sat next to? And I messaged Nick on Instagram, and I was like, I think I need a business coach. So that day, I actually hired my first business coach, and we actually hit our first six figures in six months. We hit our first half a million dollars in eighteen months, and it's been phenomenal ever since. But the biggest takeaways from that, I want your audience to know is, like, I did not know what I was doing. I took just, like, radical, messy action, and I also operated quickly, and there was no plan b.

Melissa [: 00:06:20

Yes. Okay. So and this is like I love this because this is such the polar from my last interview, and this is why I always say there's always 12 ways to Sunday to get to your destination. So, like, with Leah, we were just talking about, like, a calculated exit from corporate and how you can really be a high performer and build around your nine to five. But then there's also moments in life where the rug just gets ripped out from under you and you're just pushed out there.

Jillian Murphy [: 00:06:44

Yeah. I remember leaving my corporate job and literally calling an Uber because, like, they took my company car. They took my computer. Like, they took everything, and I, like, called an Uber, and I I was like, I have to go home. Like, I literally have nothing. And I was like, now what do I do? It was all I had done for two decades.

Melissa [: 00:07:02

Yeah. Wow. Okay. So that's the story behind your pivot, and you never looked back. I have two questions to follow-up on that, and then we can get into your subject matter expertise. But since being an entrepreneur, what surprised you or been the biggest challenge that you never would have anticipated? And then we'll get into, like, the gift and what's been great. But, like, what's been the biggest challenge that you weren't prepared for or that you just weren't aware of before you dove into it?

Jillian Murphy [: 00:07:31

Yeah. I think this is a really great question, and I can answer it so simply because I know it's still my challenge today, is I worked for someone for twenty five years, and I was a great executor. Go hit a sales target. Done. Go close a sale. Done. I can go execute so well, but I'm not a business owner. Mhmm.

Jillian Murphy [: 00:07:53

So when I came into the online space, I just wanted to go execute. I just wanted to go sales. I wanted to go host the webinar. I wanted to go do all the things that I was really good at, and I was terrible, and I still am. I am not good at running the business side of things. Mhmm. So that is still a massive work in progress because I am not detail oriented. I'm not organization oriented.

Jillian Murphy [: 00:08:15

I am a doer and I'm an action taker, and I can go and do it. Like, if I'm like, hey. I'm gonna make a million dollars this year. I'll go make a million dollars this year, but then, like, the back of the house is burn disaster. But so that's one thing that's been the biggest thing is, like, really knowing what my zone of genius is and what my strengths are and then hiring the right people who fix that and being okay saying, like, I'm in my zone of genius. I say this all the time. I don't wanna be the CEO on my business, and I don't wanna be the person that's running it. I want someone here that tells me how to go do it, and then I go do it and I go and execute it.

Melissa [: 00:08:49

I love this so much. And I think that is the true power of delegation and scale is like recognizing as the owner, like, what are your gifts that you can double down on? And then what can you delegate out and hire to to help run? It's really interesting that you bring this up because it wasn't even on my radar to have a CEO until the new mastermind that I'm in right now with Amy Porterfield. And it's something that we were just talking about this earlier. We are the face of our company. Basically, like, we have to market. We're on screen. Like, if you're an educator and you're content create, you are a content creator. And then you're the product.

Melissa [: 00:09:28

Right? You're the physical product.

Jillian Murphy [: 00:09:30

You gotta deliver and then

Melissa [: 00:09:31

do it. And then you're the CEO and the operator. And then if you're hiring a team, you're leading the team. And, like, it's a whole another layer of being a business owner if you are the product and you're doing the marketing. And so I love where you're going with this because I didn't know how to put the words into my mouth over the past two years where I was like, I can't do all of this. I mean, I came energetically. I don't want to, but I don't know what it looks like. And so it's really interesting that you bring this up because I just learned this year.

Melissa [: 00:10:00

Amy Porterfield, who did 17,000,000 last year, she hired a CEO last year. She said, I am the face of the company. I'm out there delivering. I'm on stages. I'm in masterminds. I can't also run the business, and I thought you just gave me permission. I need to groom a CEO in my business. So I love that you picked up on this a lot faster than I did.

Jillian Murphy [: 00:10:23

Yeah. I mean, even, like, right now, I mean, you know this because you're a webinar genius. We're running webinars right now, and I'm like, I just wanna do the webinar and execute it and go. So it's like, who do I need around me to make that happen? Because if I try to figure it out or I try to build it or I try to do all the other things, like, it's gonna come crashing and burning. It's like, just tell me, Jill, go beyond, go sell, go execute, and I will take that and just run with it all day long.

Melissa [: 00:10:48

So good. So it's having that self awareness is so good. What's been the biggest gift of entrepreneurship?

Jillian Murphy [: 00:10:55

I think the biggest gift, honestly, is that I'm in an industry that everybody needs. Mhmm. And it's I'm really grateful for it. It's like I this was my god given talent. I've been doing sales for since I'm 19 years old. I just turned 47. So I think it's a gift that I'm so grateful that I learned so early on because it's allowed me to have the business that I have. Yes.

Jillian Murphy [: 00:11:16

I run a really great business, and I'm really grateful for it. Do I think I would be as successful if I was doing something that was a little more niche or a little more little different maybe, but I'm in an industry that everybody needs me, and I'm so insanely grateful for that. Every single person that I meet is like, oh, I need you. I'm like, yeah. You do. And it's really it's a really great industry to be in. So I think that's been, like, the biggest gift for sure.

Melissa [: 00:11:41

Totally. Especially in this perceived economies, everybody needs sales. It's not a luxury. Everyone, it's a necessity. Yeah. Yeah.

Jillian Murphy [: 00:11:48

And selling different in different markets.

Melissa [: 00:11:50

Yeah. So let's get into that. Can you talk about that, selling in different markets and kinda where we are today? Let's just jump in there.

Jillian Murphy [: 00:11:56

Yeah. I think right now, everyone is holding on to their dollar a little bit tighter. Everyone's a little bit more nervous. I think longer commitments are a little bit harder for people right now, and I don't think it's forever, but I think it's just for right now. So I think instead of everybody going crazy and crafting a bunch of new offers and going back to the drawing board, I think you should look at what you have. And I think the simplest solution that I tell my clients is just cut everything in half and start there. So, like, for us, we have a signature program that we run for $6,000. The only thing different that we did was we cut it in half to $29.99, and we're selling it like hotcakes.

Jillian Murphy [: 00:12:34

So I didn't have to create a new offer. I didn't have to create a new program. I don't have to deliver something different. It's like, hey. If $6,000 for six months feels scary to you because of the dollar amount or the commitment, it's like, let's just cut this in half. And it's been the easiest transition. So I think for right now, it's like, if whatever you're selling is hard, just look at how you can break it down and maybe cut it into even a quarter or a half.

Melissa [: 00:12:58

That's really interesting. I have a follow-up question to that. When you say cut it in half, do they also get access for half the amount of time? Or is it this okay. Because I was gonna say, what do you do with people who paid the full price? So they're gonna get pissed that more people are coming in at half price. But what you're saying is half price half the time. So, like, for my academy for 5,500, creating a second offer for three months instead of six for 2,500.

Jillian Murphy [: 00:13:22

Totally. So ours is six months for 6 k, and instead of that, we do it three months for $29.99. I actually hate four numbers. I always say, well, don't make anything four numbers. Like, let's make it, like, three k, four k, five k, six k. But in this situation, I think the $29.99 works in our favor because you're still in the twos.

Melissa [: 00:13:41

Yeah. That's really interesting. Now are you still selling the six month package, or is it only the half price package?

Jillian Murphy [: 00:13:49

So we actually still sell the six month at 6,000, but any time we get, like, a pricing objection or someone's like, oh, that just doesn't feel like an alignment right now or I can't afford it or timing or whatever, I'm like, hey. Would it be helpful for you if we started with a three month offer to kinda get you in, get your feet wet, start making some sales, and then you can just come back in for the six months? And they're like, yeah. It would actually be super beneficial. So, like, on our webinar, we sell it for $6,000, and then we drive people into the DMs is how we sell. So anybody that maybe says, like, oh, I can't afford it right now or it's not the right time or insert any objection. I have a downsell of $29.99, but we don't publicly sell it anywhere.

Melissa [: 00:14:26

Yeah. That's brilliant. One more follow-up question to that then is offering it. I'm curious because I'm a numbers goer. Because to me, it's like revenue goals are revenue goals. No matter how you get there, if you're selling half the program at half the price, but you still hit hit your revenue goal, like, to me, it's a unit sold versus two units sold. Doesn't really matter as long as you get to the revenue goal. So my bigger question is, are you finding that you're selling enough of the half price to actually meet your sales goal as if you are selling them at at full price?

Jillian Murphy [: 00:14:57

Yep. Because for the one that doesn't join, we get two that join at the $29.99.

Melissa [: 00:15:01

Yeah. That's what I was looking for is, like, you're just it's a numbers game.

Jillian Murphy [: 00:15:04

And for us, like, we have an eighteen month retention, like, about an eighteen month retention in our in our program is six months. So they stay about three cycles in it. So we also know that once someone's in, they stay. So for us, we're just like we just need to get them in, get them to make sales, showing them, and then the LTV, the lifetime value of the client is gonna be there. So I don't mind bringing someone in at lower because the chances of them leaving at three months is slim to none.

Melissa [: 00:15:31

So good. I hope everybody's hearing this. Yeah. Okay. Alright. This is so good. So this is, like that's very market specific, but let's just talk about, from your perspective, the key components to effective selling in the online space. So we were just talking to Leah and Leah happens to be a prototype of like the average client we get in the academy, because if you think about it, we tend to bring a lot of people in from corporate America who have pivoted as subject matter experts.

Melissa [: 00:16:00

Like, Leah is a great example of being a subject matter expert and now consulting and coaching. And she even disclosed on our podcast, the hardest challenge for her coming into entrepreneurship was learning how to market herself. Right?

Jillian Murphy [: 00:16:11

Totally different.

Melissa [: 00:16:12

Yeah. And how to sell yourself. So when you think about those who've pivoted from the corporate life to being a subject matter expert, building an online brand. What are some of the key components to effective sales in the online space right now?

Jillian Murphy [: 00:16:27

So I think the number one thing, and I I actually love this conversation, is you have to remember that you are selling yourself. So maybe you did work for a brick and mortar or you did work for an organization or a company when you did have a brand, and maybe even sales was really, really easy for you. I mean, even when I was in my corporate world, I sold over a hundred million dollars of sales, but I worked for some of the biggest brands in the world, Gatorade, Stouffer's, Boom Chicken Pop, Skinny Pop. So, like, yeah, it's really easy to go in and say, like, hey. Do you want a pallet of Skinny Pop? The brand's selling itself. So even when I came to the online space, I had to remind myself that I am marketing myself. So I think first, having the belief in what it is that you're selling, and I always say this, like, you have to be your first sale. You have to be so sold on what it is that you're selling and what it is that you're delivering to the market.

Jillian Murphy [: 00:17:12

The second thing is you actually have to be selling and you actually have to be marketing. For a lot of you, you think you're selling and you think that you're marketing, but you're actually not. My rule of thumb is every 24, I'm talking about my offer somewhere, whether that's on email, whether it's dropping it on my podcast, whether it's on my Instagram stories, whether it's in a piece of content. Like, I am marketing myself unapologetically. And I think so often people think that they're really selling, but they're actually really not. They're kind of just, like, dripping it out. But you have to be so loud in today's space. Rule of thumb used to be, like, six to eight times that someone needed to hear your offer.

Jillian Murphy [: 00:17:50

Now it's, like, well over 20 times and even probably more than that now with the economy. So it's like talking about your offer so much is so freaking important now and being so clear and so concise of what you're actually delivering. Back a couple years ago when I came into the online space, I felt you could kinda get away with just selling random stuff and unicorn stuff as I call it. Right? And people just kinda buy because they felt in alignment and it felt okay. Those days are over. People have been burned in the online space. People have done their homework on coaches. They've done their homework on mentors.

Jillian Murphy [: 00:18:22

Like, you gotta be straight of what you're actually selling, and it's gotta be clear and concise of what you do, how you solve it, and the program promise of what someone's gonna get when they're with you.

Melissa [: 00:18:35

I love that. The program promise. And you bring up such a great point. So I'm having my one on ones with my mastermind clients right now that we meet with quarterly. One of my clients yesterday was it was just this. He's ex corporate executive and was just saying he's built a really great online presence for himself as a thought leader, but no one knows he's open for business because he isn't actually talking about his offer. And so it's like, how are people going to know that you're open for business if you don't tell them you're open for business? You have to have a vehicle for conversion. I'm the launch queen.

Melissa [: 00:19:12

You're like the DM queen as far as selling. They hear from me all the time. Like, they see how I sell. You sell differently, and I love it. So let's talk a little bit about because you're closing hundreds of thousands of dollars in the DMs over on Instagram. So let's talk about, like, what's working for you, how you're able to sell kinda higher ticket in the DMs over on Instagram.

Jillian Murphy [: 00:19:33

So the number one thing that we do on Instagram is our content is really our, like, driver to create problem awareness and solution awareness so that people then do reach out to me in the DMs. So the number one thing that people ask me is, how are you having conversations with people in the DMs? Like, how are you kinda starting it? We don't. My content is the conversation starter. I create content that's problem awareness that's like I'll give you an example. Hey. If you are launching and you're sick and tired of getting on sales calls, let me tell you how I've closed over a million dollars in the DMs. That might be a piece of content. So now it's like problem awareness, like, oh, yeah.

Jillian Murphy [: 00:20:13

I'm sick and tired of getting on sales calls. She's got a different way of doing it. I'm gonna send her a message. So the content is creating curiosity that the people then reach out. Then when they reach out, they're like, hey. I saw this reel or I saw this piece of content. Can you tell me a little bit more about what this looks like? So from there, then we have a conversation of what that actually looks like. So that's the number one thing is our content does the heavy lifting for us.

Jillian Murphy [: 00:20:37

It's not like like link in bio, send me a message, book a it's not any of that, like, BS type of stuff. It's literally just, like, really good content that speaks to the problem. Another thing that we do is we do webinars every single Wednesday. I run a live webinar. Every Wednesday, I'd come in to 300 webinars on repeat. Wow. And the I know. It's crazy.

Jillian Murphy [: 00:20:59

I have one today, actually. Every Wednesday, I do it. And the number one thing that we do is at the beginning of the webinar, there's a freebie, but the only way they can get it is to DM me. So now on the webinar, they're already sending me a DM so I know who's on the webinar. So then it's like, hey. Thank you so much for being on the webinar. What was your biggest takeaway? I'd love to drop this freebie to you. So now I'm already in conversation with them, and I can take the conversation directly to, like, well, why were you on this webinar? What are you curious about? How are your sales? Versus trying to, like, hope they see an email or hope they actually read it.

Jillian Murphy [: 00:21:32

So that's been something that's been super helpful for us. I will say I don't take credit for this. I hired someone on Russell Brunson's team. We're running through ClickFunnels, and this was, like, his number one thing he put in place, and it's been a game changer to drive people into the DMs off of that beginning of the webinar. So that's our two biggest things that we do. And then I am just always having real life conversations with people in the DMs on all sorts of things so that I become what's called the trusted bestie. And when I become the trusted bestie and then they need help in sales or messaging or marketing or content, then Jillian Murphy is, like, the only obvious place to hire.

Melissa [: 00:22:09

Yeah. This is powerful because to me, this is attraction marketing at its finest. Your content content is king. Content drives the traffic. When the pipeline is ready, when the time is right and the content hits them, they're in the DMs with you. And then it's a matter of your powerful DM strategy. And you're closing in the DMs. Like, you're not even taking calls.

Jillian Murphy [: 00:22:31

No. I've done four sales calls in four and a half years, and we've closed millions and millions of dollars. Yeah. And you guys, I'm not selling, like, $97 products. I mean, the lowest product that we have is $6,000. 1 on one coaching starts at $18. It goes up to $48,000, like, high ticket. And I will tell you, this isn't just me.

Jillian Murphy [: 00:22:51

It's how I teach all of my clients. So if you're on here right now and you're like, well, that's good for her, but she's a business coach. Mhmm. My functional medicine practitioners are doing this. My real estate agents are doing this. My business coaches are doing this. Like, any niche can do this, but you have to believe in it first. I will say the people that have the biggest resistance are my healthcare professionals and my practitioners and my functional medicine doctors.

Jillian Murphy [: 00:23:15

They're like, we can't do this.

Melissa [: 00:23:17

I was gonna ask about that because that's a large part of my group.

Jillian Murphy [: 00:23:20

Yeah. They absolutely can. Because this is the thing. High level buyers, just like you, Melissa, you're a high level buyer. You don't wanna get on a sales call either. No. And I don't wanna get on a sales call. I always do it because if I could just text my therapist, that would be amazing.

Jillian Murphy [: 00:23:34

Like, none of us wanna get on call. So if you can remove that from them, they don't wanna get on calls, you don't wanna get on calls. And I will say one thing that I do very well is voice memos. Mhmm. So anything that you could say on a phone call, you could just do on a voice memo, and it's simple as this. Hey. Are you open to taking this text message to a voice memo? And we can just have a conversation right here because this is also the thing. When people reach out to you in the DMs, they're hot.

Jillian Murphy [: 00:24:02

They want their problem solved. So let's use a functional medicine practitioner for an example. When someone reaches out to you in the DMs and they're like, oh my gosh. I'm so frustrated. My pants aren't zipping. I feel like I'm never gonna lose this baby weight, and I basically wanna jump off of a bridge at this point. They're in it right now. And if you're like, perfect.

Jillian Murphy [: 00:24:20

Go to my calendar and book a call, and then they book a call for seven days from now, those jeans might fit in seven days. They might feel better in seven days. The kids might have needed braces in the next seven days. Like, you wanna get them when they're hot and be like, perfect. Let's talk about this, and let's get you in right now.

Melissa [: 00:24:37

Oh, that's so powerful. I have to say, some of the things that you're doing are really validating to me too, though, because it's like, we launch over on LinkedIn. We go live over there. But what we do and what you're talking about with Russell Brunson, the whole time we're launching, we run contests and drive people to my DMs on LinkedIn. I'm having everyone connect with me and I'm in conversations with everyone that I can be over there. So I love that. And there is a voice memo button on LinkedIn, so then I'm also, like, directly in conversations with people. But that brings me to capacity questions because you're making millions.

Melissa [: 00:25:14

Okay? But I'm curious, like, you can't be doing it all. Do you have setters? Do you have closers? Are you doing this all yourself? What does this look like?

Jillian Murphy [: 00:25:25

Yeah. So it's interesting that you say that because we are running a very slim team. So I have one assistant, me, and a webinar coach. So that's it. So yay, the crazy high profit. We're very excited about that. We have insane profit in our business, but we definitely run a little bit right. Again, I mean, we're on a burnout podcast.

Jillian Murphy [: 00:25:44

Right? I do everything myself. I set all the calls. I'm having all the DM conversations. So last week on our webinar, we had 47 people live. There was 47 people that messaged me content during the webinar, and I was having 47 conversations after. Wow. Now I'll follow-up. I also have a fully stacked one on one client roster.

Jillian Murphy [: 00:26:02

So I am doing it all myself. So there will be a point that I can't do it myself, but also I think it's important for even your audience to know, like, I, for a really long time, and I think this had a lot to do with the rooms that we were in, like, you and I were in the same room for a long time, I was chasing bigger numbers than I actually needed. So for a long time, I was like, oh my god. I need to have all this team. I need to have all these people. I need to make $10,000,000 a year, whatever it was. And then it was like, no. I actually wanna have a really profitable business.

Jillian Murphy [: 00:26:33

And if I make, like, a couple million bucks a year, like, I'm totally fine. So for me, that's kind of where we are. Like, I'm not running a big machine. I can remember a literal conversation that I had with Chris, and it was literally about you. I'm like, I feel like Melissa's running this factory, and I have, like, a lemonade stand. And Chris is like Chris is like, it's fine. Like, your lemonade stand's doing just fine. And I'm like, okay.

Jillian Murphy [: 00:26:58

Like, he's like Yeah.

Melissa [: 00:26:59

But your lemonade stand's margins might be equivalent to the margins in my factory. Right?

Jillian Murphy [: 00:27:04

Like And, like, and literally he said she wants a factory. Like, she wants a big ass business. He's like, your lemonade stand is just fine for you and your lifestyle. So, like, sometimes I think we just need to sit back and realize what are we actually chasing. And, like, my lemonade stand's okay.

Melissa [: 00:27:19

I love that. Listen. I mean, I talk about this very openly. Like, we grew so fast. Two years ago, we grew 380%, and then we overhired. And, like, in 02/2023, we closed out our year at well over 25% profit margin with the amount of team I have. Like, it was good money. Then we overhired, and last year, we grew by 38%, and my margins went down to eight.

Melissa [: 00:27:45

You probably made more money last year than I did with your lemonade stand, meaning the money you take home. And people don't wanna talk about that. And I'm, like, openly talking about that.

Jillian Murphy [: 00:27:54

My margin was 68% last year. Right.

Melissa [: 00:27:56

So exactly. I applaud what you're doing this year. I've cut back tremendously and created a very lean team when we closed out our first quarter at 25% profit margin again.

Jillian Murphy [: 00:28:05

Oh, Jesus.

Melissa [: 00:28:06

Thank you, baby Jesus. And we're growing beautifully and the highly organized, but it's like, let's be transparent about these numbers that we're chasing because I'm right there with you. My team this year, when I set my revenue goals, I was like, we can make exactly what we made last year. I really don't care as long as the margin is 25%. I don't care that we grow anymore. And the team is like, really? I'm like, yes. It's a vanity number.

Jillian Murphy [: 00:28:30

I think part of it is, like, we're in these big rooms and we're we're sitting next to people. Like, I'm sitting next to people like you or other people in those rooms and it's like, oh my god. Like, I really want this. But then it's like, what is that? What does that look like? Like, I have a very different lifestyle. It it's just me at my house. I have an apartment. I remember that conversation with Chris. He was like, you don't need to make $10,000,000 a year.

Jillian Murphy [: 00:28:49

He's like, it's a couple million dollars. You're living a great lifestyle. And I'm like, I'm like, it's totally fine.

Melissa [: 00:28:54

Yeah. Well and I would argue the people making 10,000,000 aren't keeping 10,000,000. I know the people in the rooms that were making high multiple millions and their margins were like this. Again, it's a vanity number. Like, we we can go down in a rabbit hole about that. Yeah. Yeah.

Jillian Murphy [: 00:29:07

It's a whole another podcast.

Melissa [: 00:29:09

Yeah. Exactly. Okay. What are people doing wrong in sales?

Jillian Murphy [: 00:29:14

Yeah. Oh my gosh. How long is this podcast? No. There's this is actually, like, one of my webinar slides, so I can literally just, like, riff on this really quick. But I think the number one thing that people are doing wrong is what I call, like, golden retriever energy, which imagine, like, you have a golden retriever and you come home and the golden retriever is, like, obsessed with you and it's, like, licking your face and it's being high energy and it's, like, just being, like, a tacky. That's what a lot of people are doing in sales, and it's like, as soon as someone asks you about your item or your product, you're getting, like, so excited and you're hyped up and you're jumping all over them and you're, like, in their DMs and you're just obsessed with them versus what I like to call, like, black cat energy, which is, like, being just a little more, like, smooth and, like, a little sultry and they have to chase you a little bit more. And, like, that type of energy is so great in sales because then it's like people don't like, they wanna chase you a little bit more. So even if somebody, like, reaches out to me in the DMs and they're like, hey, Jillian.

Jillian Murphy [: 00:30:09

Can you tell me a bit more about your program and your pricing? I might send a message back and it's like, hey. I'm super tied up with clients today, but I'll get back to you tomorrow. Even if I'm, like, literally on a walk. I don't wanna be like, oh my god. Sure. Let me tell you everything about Infiniti, and I'm so excited to have you because it is

Melissa [: 00:30:25

like And I can talk right this minute. Right?

Jillian Murphy [: 00:30:27

Because that right now, like, let's jump on a call right now. It's like, no, like calm down. So that's like number one. It makes me literally cringe because all my clients send me their DMs. Like I'm like in their DMs helping them. And that's like the number one thing that I see. And I'm just like, literally, please stop. The number two thing is you're just not listening.

Jillian Murphy [: 00:30:44

If you listen to your clients, they will tell you everything that you need to know. But you are usually in your head and you're just thinking about the sale and, like, what to say next, and you're not actually paying attention to what they're telling you. So listen to them. Pay attention. Read what they're writing in a text message. Read what they're writing in a DM, and then just basically deliver that back to them. That is absolutely golden. And I think the third thing biggest thing is, like, people don't actually know who they're selling to.

Jillian Murphy [: 00:31:14

There's four different types of buyer types, and they're trying to sell everybody the same way or they're trying to sell how they actually like to buy. So an example of this is I'm a dominant buyer. I I don't care about a single detail. I just wanna know that you can help me and then, like, take my money. Right? Right. Yeah. But if someone's an analytical person, they assume that I need all the information, and they're not paying attention to the cues that I'm giving them. And they just keep giving me more information or more information or, like, hey.

Jillian Murphy [: 00:31:42

Let's get on a call or let me send you this. And it's like, pay attention Yeah. To what someone's saying.

Melissa [: 00:31:49

Because you could almost talk to the buyer out of the sale after they were already sold by giving them too much information.

Jillian Murphy [: 00:31:54

100%. Literally 100%. So those are, like, the three biggest things. And, I actually teach us in my webinar every Wednesday. It's, like, the four different buyer types. And once you know who they are and how to sell them, it's so simple because you just, like, pay attention to what each person is.

Melissa [: 00:32:09

Yeah. Okay. I love this so much. Now I'm just personally curious because I've heard about the weekly webinar thing. There was a speaker at Amy Porterfield's mastermind last live event who does a webinar every single week. And she's a sales expert actually. And that's her jam. Like every single week, she hasn't missed it for fifty two weeks.

Melissa [: 00:32:27

So I'm curious how that's working for you. So you're doing a webinar once a week and you're going live. You're promoting this. Are you promoting it through your email and through your socials? Yeah. And just driving traffic to where? Is it like a Zoom link? Is it Instagram? Like, what is it?

Jillian Murphy [: 00:32:42

So we're doing it every single Wednesday at 11AM PST time. We're hosting it on EasyWebinar. We are sending people either through our email. So every week, there's, like, new email copy that goes out, and then we're we're promoting it on socials. And we're just driving people to it every single week. And then everyone who, like, registered that didn't show, we're obviously, like, bumping them back to invite them back. And it's the same webinar. And I hired this guy.

Jillian Murphy [: 00:33:05

His name is Mike Schmidt. And talk about, like, being in the right room. Let me tell you a quick story. I have a woman who's in my Infiniti program, and she's a a mom coach. She's great. And one day, we were just kinda talking, and I was like, yeah. I really wanna get these webinars under control. And she was like, oh, you should talk to my husband.

Jillian Murphy [: 00:33:20

And I was like, oh, who's your husband? And she was like, oh, he's a partner with Russell Brunson. He's part of the ClickFunnel team. He spoke at, like, every one of the ClickFunnels lives the last eight years. And I'm like, okay. And he doesn't coach anybody, but he did me a favor with a solid for three months. And he came in and he's basically webinar coaching me for three months. And this is where it's like just being in the right room and saying what you need. You're just like one conversation away.

Jillian Murphy [: 00:33:43

So every single week we do the webinar, and then he immediately watches it after, and then he makes tweaks, and then and he tells me what to change for the next week. So, like, last week, I didn't value step enough at the end, so he just added a slide. So then this week, we're gonna change it. Also, I'm selling a $6,500 offer, which was $6,000 offer we have with the discount code. A $6,000 offer on it, and a lot of people were like, oh, that's too high for webinars. You can't sell $6,000 in an hour. But remember, we're driving people to the DMs. So a lot of the sales aren't coming directly on the webinar.

Jillian Murphy [: 00:34:19

They're coming, like, a week later or two weeks later. So we are having sales every single week off the webinar, but we're noticing, like, if someone came to the webinar this week, they'll buy in, like, one to two weeks, maybe even three weeks because it's taking time for me to, like, nurture them. Nurture. Yeah. We've actually only sold one live with, like, link in chat buying. Everybody else has been, like, through a DM, and then we close them.

Melissa [: 00:34:44

Powerful. Because that was gonna be my follow-up question because the same has always been told to me, which is why my launches go for a number of days because the price point is 5,500 because you had me curious. I'm like, could I go live just once a week and sell my $5,500 offer? But what I'm hearing you say is it's driving them to the DMs. And then I'm curious. I don't know how you would calculate your conversion rate since they're all coming kind of layered on top of each other webinar over webinar over webinar.

Jillian Murphy [: 00:35:11

He has a full, like, datasheet that he pays attention to. So last week, for an example, we had 17 people on live, and out of those 17 people, three had bought.

Melissa [: 00:35:22

Wow. Okay. So Yeah.

Jillian Murphy [: 00:35:23

I mean yeah. It's good. And where we're really strong is people who register to from register to conversion. Mhmm. So the week before, not last week. Week before, we had 74 people sign up and with 49 people on, and 49 people stayed all the way through to the close and no one jumped off. Mhmm. So that was, like, our best one that he was like, like, no one's jumping off.

Jillian Murphy [: 00:35:45

And we run it about seventy minutes. And I'm also still learning because selling on webinar is very different for me. That's why I hired a coach. My first one was so cringe. I was like, okay. Like, buy my program. And then I was like, pissed that nobody bought. It was literally so terrible.

Melissa [: 00:35:59

I can, like let's talk about that for a second because I think that so many people are don't wanna start because they want it to be perfect.

Jillian Murphy [: 00:36:06

Oh my god. So what?

Melissa [: 00:36:08

And so I love that you're honest about this and so was I. And worst I mean, we're I'm seven years into doing webinars and I'm constantly reviewing and there's things I still forget. In our last master class, I totally forgot to announce to book clarity calls with me. And, like, I have, like, a 80 to 90% close rate on clarity calls, and it drives a lot of the revenue in the company forgot to announce it. And we're, like, why don't we have any clarity calls booked? And it's, like, because Melissa forgot to announce it. Right? Let's give our listeners, like, permission to be messy and just do it anyway. You know?

Jillian Murphy [: 00:36:42

Oh my gosh. Yeah. We're this is today is gonna be our ninth one. I I even tell people, like, I'm like, hey. Come back in a couple weeks. It's gonna be better. Keep coming back. Like, it's gonna be better.

Jillian Murphy [: 00:36:51

I'm like, you're on the webinar today. Amazing. I'm so glad you're here, but come back next week because next week will be even better. Like, I didn't invite them to come back. And our first one was on Zoom. I was letting people in the chat. It was a disaster. People were coming off mute.

Jillian Murphy [: 00:37:04

And then even within a couple weeks, we moved them from Zoom to Easy Webinar, and even that was like an upgrade. And then we created the emails, and it's like everything is just getting better every single week that I'm willing to do this. And I said, I will do this webinar live until it hits 7 figures.

Melissa [: 00:37:19

I love this. So easy webinar, is it like Zoom in the sense that you can still interact with them and see them, or is it like you're streaming outwards?

Jillian Murphy [: 00:37:28

Yeah. So as soon as they're they're in like a waiting room and then I hit go live and then it goes live, They can see me. I can't see their faces, but I can see them, like, in the chat so I can, like, see their names so I know who's on. And then when they watch the replay, I'm just, like, in a little bubble in the corner Okay. Versus, like, a big face. What they also like, so I don't have to get, like, super ready to, like, do a webinar because I'm just like they're only gonna see me in this, like, little quarter size thing in the world. I gotta really give a shit. So that part I do actually like.

Jillian Murphy [: 00:37:56

And then we can preset questions and polls that I have an assistant, his name's Paul, that he'll just, like, hit. So it'll say, what do you currently think about sales right now? And then it'll say, like, poll will go out and it'll be like, I think that they're it, or I feel salesy, or I love sales. So then we have these polls that are interacting with people Yeah. And then we'll send offer and the offer will just drop. So it's actually pretty cool. I think $15 for the software for someone to build it out. I didn't know anything about it, but it feels really cool and it feels super easy to be part of.

Melissa [: 00:38:28

That's awesome. The thing that I still struggle with to this day, because I'm still a Zoom girl, is I need an audience to speak.

Jillian Murphy [: 00:38:34

Yeah. It's hard.

Melissa [: 00:38:36

And my team tells me we've tried these fancy webinar platforms, and they laugh like we talk about disaster. I was in the middle of recording, and my team just stopped me. They were like, Melissa, this is awful. So that's always been my big challenge. I've not been able to come off of Zoom because I can see people when I'm streaming live on Zoom. But, you know, it's interesting. Amy is the opposite. She gets really nervous when she sees people.

Melissa [: 00:39:03

So it's like it really just depends on your personality. I thrive on other people's energy.

Jillian Murphy [: 00:39:07

What I do love about it though is, like, one week we only had three people show up, and no one knows that there's three people on. That's nice. Yeah. That I do like because we are not running paid traffic. We're doing everything organically, so our numbers are very different. Right?

Melissa [: 00:39:21

Right.

Jillian Murphy [: 00:39:21

Some weeks, there's 47. Some weeks, there's three. Today, we have 17 people registered, so who knows how many people will be on. So I do like the fact that when people come on, they don't know if there's a hundred people or, like, it's just me.

Melissa [: 00:39:32

That's powerful. And, I mean, the flip can happen too. I have had Zooms where we've been Zoom bombed where, like, there's been, like, naked people on the screen. So there's that or you've got somebody picking their nose. I had a guy falling asleep while I was talking one time and that'll really mess with you too.

Jillian Murphy [: 00:39:46

You know? Yeah.

Melissa [: 00:39:49

Kinda like move the sheet to like a different sheet of people where there's not someone sleeping or picking their nose. So

Jillian Murphy [: 00:39:54

It can be distracting too. I feel like.

Melissa [: 00:39:56

Yeah. Yeah. Well, Jillian, this has been so good. So how can people work with you? You've talked a little bit about your offers, but I have, an array of clients from entry level all the way up to running million dollar businesses and everything in between and my listeners. What are the ways that people can come work with you? And, I mean, I know you've got a webinar running right now, but if people catch this podcast a couple weeks from now, how can people work with you or come find you?

Jillian Murphy [: 00:40:22

Yeah. So we have a signature program. It's called Infinity. It's open at all times. You can come in. It's really made for people that are anywhere from zero to 500 k, and we're gonna touch everything, messaging, marketing, content sales, closing, offers. It's also an incredible community. So even if you're just looking for a community to come in and network or be part of or grow to the next level, find your next business bestie, or even get business out of I always say, like, it's not my community.

Jillian Murphy [: 00:40:47

It's, like, your community. Mhmm. So that's what I love about Infiniti. And then I'm always looking to see if someone is the right fit for one on one. That can be anywhere from 0 to multiple millions of dollars. Even brick and mortars, I love brick and mortar businesses. I do fractional sales manager work. So just needs to be the right fit.

Jillian Murphy [: 00:41:03

So slide into my DMs, and let's have a conversation.

Melissa [: 00:41:06

Awesome. I love this so much, Jillian. Thank you so much for showing up and just giving value to our community and just adore you so much, and I'm glad we're able to connect today.

Jillian Murphy [: 00:41:16

Thank you so much, Melissa. I appreciate you.

Melissa [: 00:41:18

Thank you. Bye bye.

Jillian Murphy [: 00:41:20

Bye.

Melissa [: 00:41:23

Thanks guys so much for listening in on today's podcast episode. And I can't wait for you to see my upcoming guest in the next episode. You are going to love this keynote speaker. Hey, here's the deal. If you like this, please subscribe and leave a review. And you want the latest online business growth strategies and exclusive LinkedIn pro tips sent straight to your phone? Text the word update to (704) 318-2285. That is text the word update to (704) 318-2285. Can't wait to see you guys.

Melissa [: 00:42:04

Come find me over on Instagram, LinkedIn, Facebook, wherever you like to hang. Cannot wait to hear how you are enjoying and applying what you're learning. You guys reach out to me over on social because I love hearing what's resonating with you. When you reach out to me and you send me those personal DMs, they really do impact the content I continue to bring forward to you. So again, come find me, melissa underscore hinault over on Instagram, melissa hinault over on LinkedIn and Facebook. Can't wait to see you guys over there.