Conversations that Convert and How to Leverage it for High-Ticket Sales with Lattice Hudson
Episode 454: Show Notes
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Our guest today, Lattice Hudson, is a born and raised Chicago girl who has earned a degree in human resources. She has spent considerable time in corporate America working in human resources before she took the leap of starting her own business, which comprises online coaching and mentoring. In a short period, she managed to grow her business exponentially, and today we talk to her about the power of good, authentic conversations to boost your business. If you are a service-based entrepreneur, you can double down on serving your clients well, but we will show you how it can work in the product space too. She shares strategies for having impactful conversations on Facebook and in your DMs and building relationships on a solid foundation from day one. Check it out!
Why Conversations Beat Content
There is a long-standing hype around content – writing one blog after the other, making videos, finding smart things to say on LinkedIn … this is a super time-consuming endeavor! For the first six months of her coaching business, Lattice realized that content creation was not her zone of genius but thought she might put her background in HR to good use. She loved talking to people and knew that, in the corporate world, she had been able to get through to people, and she started thinking about leveraging these skills to build her business. Turns out, this is what blew up her business and, since then, she has become an avid supporter of conversation marketing. Lattice believes it moves people to buy much quicker and allows them to know, like, and trust you. We teach our students this very thing all the time because we are all for them making money, like, yesterday! It is about going after those things that convert now – not three or six months from now. Unless your content goes viral (which is, statistically speaking, highly unlikely), content is a long-term game plan. And don’t get us wrong, it is still a solid marketing strategy but not one that will deliver results today or this week.
You Do Have Time For Meaningful Conversations
Some people might ask, "Where in the world will I find the time to have the kind of conversations y’all are talking about?” But, let’s face it, most of you have time to be on Instagram or Facebook, so you can definitely take ten minutes to have a conversation rather than scrolling your social feed. Lattice often has her clients do time analyses to figure out exactly how they spend their time and then helps them redirect their time to activities that generate results much faster. If you have conversations that lead straight to connection, people will open up to you and it will lead to business. So, where are these conversations happening? For Lattice, the first thing that needs to happen is a connection, and for this, she leverages Facebook since they offer the community aspect inside of groups. Then she distinguishes between input and output content; output content establishes you as the authority and input is where you give actionable steps to your clients. The conversation part of the strategy often happens in Messenger and Instagram DMs. Abagail has some first-hand experience of how well this works since she has been experimenting with it in her own business for the last nine months, and it has been so effective!
How To Capture Your Ideal Clients on Facebook and Instagram
Lattice likes to keep things simple, so the first part of the process is all about leveraging a core platform, either Facebook or Instagram. The great thing about a personal profile on Facebook is that your potential reach is much larger than an Instagram account or a Facebook Business page just because of how the algorithm works. Leveraging live video content and two-way conversations with their audiences and growing their personal profiles has allowed Lattice and her clients to scale pretty quickly. What you could also do is use your competitors’ audiences, whether that is in a Facebook group, being on podcasts, or through visibility strategies. When your business is still young, you don’t necessarily have a lot of resources, so bringing your competitors’ audiences over to you – in a non-sleazy way – will allow you to make quick connections. And when you do this, you don’t need a 10,000 person audience! It is possible to have six-figure results without the vanity metrics of however many followers. Lattice also says your approach to your friends and followers on social media should always be about how you can serve them, not what you can sell. In this way, they will be more comfortable approaching you.
The Step-by-Step Process: From First Contact to Closing
To get the conversation going, Lattice likes to use live video and then make a strong call to action. She would do live video two or three times a week and continue to grow her audience on her personal Facebook profile. When you first add a friend on Facebook, they see your content often, and if they like it and it resonates with them, they will continue to engage with you. Your call to action, whether it involves booking a call with you or sending a DM, is bound to hook them sooner or later. There are three parts to the conversation. The first involves building rapport, getting to know who they are, giving them a genuine compliment, and making them feel super welcome. Never simply drop a link in a DM. The second part is all about building the relationship, which involves going deeper and getting to understand what they are going through and struggling with. This is the most critical part of the conversation. You can use this strategy to determine whether someone is a good fit for your offer, and if they’re not, you can opt-out of the conversation. Finding out whether they are right for you is the third step in the process, so ask qualifying questions. If they are a good fit, you can get them on a sales call and pitch your offer. With this method, you have a fantastic conversion rate because you have already done a lot of the groundwork and the filtering.
But What If You Are A Product-Based Business or Have A Low-Priced Offer?
If you sell a physical product or low-priced items, you might wonder how this applies to you. But you can use the exact same tactics for this kind of business, and Emylee has done it successfully! When she started selling earrings a year ago, she made a point of building relationships through DMs on Instagram, so she focused all her energy on making the most with this platform. What she discovered was that engaging with customers, letting them know when a pair of earrings they liked were listed, and remembering the conversations she had with them were super valuable for having the kinds of conversations that convert. But this requires you to pay attention and suggest things you know they will actually like! Whether you have a high or low-ticket item, you can sell it in your DMs or wherever you are talking to prospects.
Know Their Pain Points and Where They Want to Go
The relationship-building phase is more or less structured like a sales call in that you want to understand the prospect’s pain points and what their big ambitions are. The two major questions you want them to answer is what they are struggling with and where they want to be. If they are a good fit, you can simply ask them if they would like some help, because remember that service is what you offer. If they indicate they would like some help, you can begin talking about the ways you can solve their problem. Ensure that you set the expectations upfront so that there are no surprises and they know exactly how the engagement will proceed. When you have grown your business somewhat and are starting thinking about the time factor, you can train other people to start these conversations too – you don’t have to do it all by yourself. Lattice has a team that has been trained on her methods and who are also starting conversations with prospects. But once it gets to the stage where the person is talking about their pain points and goals, Lattice will take over the conversation.
Quote This
If you are leading with a servant’s heart, the dollars will come, the clients will come, and it is so quick.
—Lattice Hudson
Highlights
Why Conversations Beat Content. [0:06:08.1]
You Do Have Time For Meaningful Conversations. [0:07:53.1]
How To Capture Your Ideal Clients on Facebook and Instagram. [0:11:11.1]
The Step-by-Step Process: From First Contact to Closing. [0:20:42.1]
But What If You Are A Product-Based Business or Have A Low-Priced Offer? [0:25:33.1]
Know Their Pain Points and Where They Want to Go. [0:28:08.1]
#TalkStrategyToMe [0:34:17.1]
Connect with people on a core platform and establish yourself as an authority.
Find and show up in the Facebook groups where your ideal clients hang out.
Use live video to share your free content consistently and make a call to action.
Serve first – sell later.
Get on a sales call for high-ticket offers or close smaller offers in your DMs.
ON TODAY’S SHOW
Lattice Hudson
Website | Instagram | Facebook
Lattice was born and raised in Chicago, IL and now resides in Scottsdale AZ. Lattice graduated with her Bachelors of Arts. Degree in Human Resource Management in 2015, and went on to work for multiple Fortune 50 companies in various Human Resource Leadership roles. Behind the scenes, Lattice previously built multiple 5 figure businesses during her nights and weekends while working for corporate America. In September 2018, Lattice left her corporate job to pursue entrepreneurship to its fullest and build her passion project, now turned multiple 6 figure business as an Online Business Coach & Mentor. Lattice specializes in helping women entrepreneurs scale their coaching business to 6 figures and beyond with strategy, systems, and leveraged evergreen offers. Outside of entrepreneur life, Lattice enjoys traveling to warm places, trying new restaurants, and dancing to any and everything TIK TOK related!
KEY TOPICS
Conversations, Relationships, Serving, Sales calls, High-ticket offers, Instagram, Facebook, Live video
