When there are so many businesses doing the same things to grab attention from the same pool of customers, it can leave you scratching your head. What can you do to make your business stand out and beat the competition?


We’re throwing you a life jacket—grab it!


It’s not a secret or a magic potion is quite simple. It’s all got to do with your resonating message.


In this episode, we discuss 


– How do you complete in a competitive niche?

– What do your customers want vs What they need?

– What is your competition doing wrong and how you can capitalise?


00:01:58 – Bourbon of the Month Jim Beam Devil’s Cut
00:06:06 – Optimising your sales process
00:06:52 – The mistake most business owners make with their products and sales
00:08:26 – The actual selling of the products
00:09:00 – The 2 secrets to becoming a master salesman
00:11:19 – Four things you need to be doing as part of your selling process
00:11:46 – Establishing trust as part of your sales process
00:12:49 – Establishing trust with a hook product or service
00:14:35 – Ensure your sales team is optimised for maximum output
00:17:37 – The danger of just focusing on sales targets
00:19:04 – Build the trust in the sales process example 1
00:20:37 – Build the trust in the sales process example 2
00:21:45 – Build the trust in the sales process example 3



Intro – Intro – Welcome to the BBQ, Bourbon and Business Podcast Show. Smokin’ hot, full proof life and business strategies made fun. Learn to make time your friend and build a business while enjoying the things you love. No bollocks just straight to the core advice from the real world. Please join your hosts Luke and Helena.

H – Hello everyone and welcome to the barbecue bourbon and business podcast show. My name is Helena and joining me today is my very good friend and business partner Luke. Hi, Luke.

L – Good evening everyone and welcome.

H – This podcast is for business owners who want to stop being slaves to their business who want to take back their lives and time and build a valuable and efficient business that they can then one day cash out for maximum profit.

Let’s face it, you don’t want to be putting in all this blood, sweat and tears into your business for the next 10 years and then at the end have nothing to show for it.

So in between sharing some of our favourite barbecue tips and sipping on some fine bourbon. We are untangling the common misconception that hustle and hard work is all it takes to build a successful and valuable business.

Through each episode we share practical no nonsense business strategies to help you stop trading time for money. turn your business into a valuable asset and build a smart business engine that gives you the freedom to enjoy the things you love.

Things like sipping on good bourbon and allowance to barbecue with family and friends.

In the last episode, we discussed what to do after you’ve discovered your red hot, lucrative niche and how to develop your resonating message to stand out from the crowd to ensure your potential customers buy from you and not your competition.

In this episode, we’ll be starting on step three of our seven step build a smart business engine that does work for you. We are going to be talking about optimising your sales process.

But before we begin, let’s do our favourite part of the night and pour ourselves a drink Luke, do you have a bourbon there? Are you all ready to go?

(00:01:58 – Bourbon of the Month Jim Beam Devil’s Cut)

L – I think you forgot to mention something there. We have a new bourbon of the month.

Right. So this one, as you can see on the screen if you’re watching, is Jim being Devil’s Cut.

There’s a bit of history behind this that’s why I chose it for the bourbon of the month this month. And this bourbon is illegal in my house. My wife has banned it so I’m sneaking it on the show. Reason is she calls this the monster juice.

A while back when I lived in New Zealand two my very good friends and our wives where at my friend’s batch at Lang’s Beach which is north of Auckland. We were having a good evening and my one friend Bruce brought out this Jim Beam Devils Cut.

We got going and things were going good. And the next minute we we’re on form and trying to do mongolian throat singing and we were locked out the house. The next morning the women said we where animals when we drink that stuff.

We thought it was a one off hit and but then we got together a weeks later at my friend’s Bruce’s house and he bought out the Jim Beam Devils Cut. The same thing happened! They locked us out of the house. I slept in the boat. Mark slept on the bench and I think Bruce slept in the shed under the tractor. And after that night the girls said “Sorry, this drink is Monster Juice and you boys are banned from drinking it.”

So here we are tonight, and things get out of control, Well….

L – If you want to join us in for the bourbon of the month let us know what your escapades are after the Jim Beam Devil’s Cut. But that’s what this show is all about is enjoying some good times while talking about the things that we love. So, if you want to suggest the next bourbon for us to taste please let us know hop onto our Instagram or Facebook page @BBQBourbonBusiness and let us know what to think.

But while we’re talking about bourbon, let’s pour ourselves a drink get comfy. It doesn’t have to be bourbon as long as you’re comfortable and enjoying yourself. Let’s talk about the things that really matters to us the most. Now look before we begin, there’s a very important reason why we didn’t start with the products and sales process first like most businesses do isn’t that right?

L – Well, 100%. So, today is step three of the seven step process. The seven steps are how you build a smart business engine, how you stop trading time for money and how you can put value in your business so that you can one day cash out with a valuable asset.

What’s the point of this working and making profits, you should be thinking about building a valuable asset?

So, there’s seven steps to doing that. And step three is what we’re talking about today is optimise your sales process. But there’s a reason why it’s step three and I’ll explain why that in a sec.

But a quick recap on the first two steps.

STEP ONE – Is preparing your mindset for success. Now, you can go back to the previous episodes and see why this is so important and why so many business owners get that wrong.

STEP TWO – Is optimising your niche. Now, that’s really important. Who wants to buy from you the quickest and the easiest? As opposed to, who do you want to sell your stuff to?

(00:06:06 – Optimising your sales process)

So what we are doing is called optimising. How do you become more efficient in your business and it’s by following these steps.

STEP THREE – Optimising your sales. What do your customers want to buy from you the quickest and the easiest? As opposed to, you selling them what do you think they want. That’s very important.

So, this is split into two sections.

The first one is the history of buying products. Of customers buying your products. We’re going to do a bit of analysis on that. And the second part is your sales process.

So the first part is, well, what are you selling? Second part is, how do you sell it? And together, that’s how you optimise your sales.

(00:06:52 – The mistake most business owners make with their products and sales)

So if we start off with an analysis of your selling history. Now, there’s an 80 / 20 rule, which applies to pretty much everything in life. What you want to do is you want to focus on your top sellers, right, the ones that give you the most profit. Profits important. You can have best sellers, that give you turnover, but you want to focus on the ones that make you the most money.

Now why? Why do you want to focus on these? Because if you optimise what is selling, then you optimise your marketing, your sales pitch, your sales training and inventory levels.

Here’s what most people do in their business. They try and sell everything on the product list. And they say “Well, we are selling these 5 to 10 products and they are doing very well. But we are not paying attention to these other 30.” And that’s a common mistake.

You’re never ever going to have top sellers across your 30 list of products. That’s impossible. What you want to do is optimise the ones that are selling and just focus all your energy on that. Teduce your stock levels, improve your cash flow probability, your sales training is easier and sales presentations are easier.
Because you are focusing on where the money’s going.

A lot of businesses take their focus off the top products and services because those are doing well. Let’s try and fix all the other ones that are not. What happens is most times it doesn’t work. Right? You can never have 30 top seller. Okay, so this is called optimising.

(00:08:26 – The actual selling of the products)

The second part is your sales process, the actual selling of the products. Now, are I’ve been building businesses for 25 years, and I’ve sat through dozens and dozens of sales training, it’s all the same stuff. It’s copied over and over and over. And this is what you hear and you see on every single sales chart.

Find leads, connect, qualify, present, overcome objections, close the deal, nurture. These are all generic terms, right? Anyone who’s done a sales course knows all this is all the standard stuff. But they’re missing out on the most important pieces to the sales process.

(00:09:00 – The 2 secrets to becoming a master salesman)

And these are two secrets that every single sales process needs to be successful if you want to do sales. And the first secret to becoming a master salesman is what? Don’t sell. Make your customers buy.

Now, can you guess what the second critical missing ingredient is? In these everyday sales cycles. What happens when you are buying something from a salesperson? And this applies online on your websites as well by the way. When you first meet the salesperson, you immediately subconsciously begin scanning for this one thing. And it has nothing to do with the product and service you intend to buy. But it dramatically influences your decision of whether you buy or not. The answer is trust and none of these sales charts and training had these critical secrets in them.

That is why, in today’s world, most people do not trust the salesperson. Because salespeople are trained to make as many sales as possible. And the sales manager gets commissioned the salesperson gets his commission. And they all go off into the sunset, very happy to keep their jobs.

But this is not what the customers want. Right? Before I hand my cash over to you, I want to trust you enough to get so I hand over my cash to you. If don’t trust you, the chances of me buying something from your very, very slim. We haven’t even got to the product or service yet. This is how important this is that I’m telling you

If you haven’t established trust with me, and I do not trust you, I’m not going to be so quick to hand over my cash. I’ll almost probably head over to the competition to see if I’m more comfortable with them. Am I right? Yeah, I am. Right. This is the truth.

This is just a customer’s mindset. So, pay attention, as opposed to “hey, let’s do the sales process that my sales manager thinks is very clever.”

(00:11:19 – Four things you need to be doing as part of your selling process)

To optimise your sales process, the selling process, we need to do four things.

ONE – Establish trust. That is two pots, personal branding and your hook product.

TWO – Build your upsell pipeline.

THREE – Build your back end or reoccurring income streams.

FOUR – Train and build your highly dynamic, motivated sales team.

(00:11:46 – Establishing trust as part of your sales process)

So, let’s look at the first part of optimising our sales process establishing trust. So how is trust formed? Well, there’s two parts. The first one is your personal branding, or your perception of how others perceive you. We did this in one of the previous episodes in depth if you want to take a look at that sometime.

So how do you show up? This is your first impressions and you are being judged on this, whether you like it or not. Things like your mannerisms, your choice of words, your posture, how you dress and your intent.

Is it just to get the sale? Or do you really care about the customer and what they really want?

These are just some of the factors that contribute your personal branding, they actually about 30 checkpoints to ensure your personal branding, all comes together.

Remember this, customers do not buy it from you, they buy from your image, or what we refer to as your personal brand.

(00:12:49 – Establishing trust with a hook product or service)

The second part is establishing trust, to creating a hook product or service. So, this is what most businesses do. They have a product and services and they try to convince customers to buy this stuff. If the customer retracks, well, then they apply pressure tactics to close the sale.

But if you do this you lose a customer for life as who wants to be pressurised into a sale? No one. But it’s what these salespeople are trained to do all day long. They’re taught to do this. And the hierarchy above them think it’s a very, very clever strategy. It’s not. customers don’t like this. And this is why today’s world there’s so many problems with trust in selling. So, what do you do?

Well, you have to create a hook product, or your service that does the following. It let’s your customers experience your value upfront. By allowing your customers to experience your value, you establish trust, and it is only with trust and you form a relationship with them. And once you have a relationship, you are more inclined to have a customer for life, not for today’s transaction.

And then once you designed a hook, then this opens up the gateway to your sales pipeline of higher priced items or other services that you sell.

Now, if you slam dunk your first sale without establishing trust, and you think this is marvellous. Then the next part the most valuable part of your sales process is wrecked, your upsell funnel, and gaining a customer for life.

(00:14:35 – Ensure your sales team is optimised for maximum output)

So, now we have all these correct components in your sales process and funnels. We need to ensure your sales team is optimised for maximum output. So how do we do that?

Well, you standardise the customer engagement tools. So, they’re all selling the same way, they all have the same values and they represent the same culture of your company, not the individuals culture. So that you can customer experience is consistent no matter how good or bad your salesperson is.

And you want to make sure your sale is dependent on your process, not the salesperson. So, this is a golden, golden tip.

You want to your salespeople to be the guide on the customer’s journey. You want them to be solution providers, not a salesperson.

They should sell your authority and expert positioning through storytelling, you know where you came from the history of the company, the hardships you went through. How did you get a solution and this is how we can help you? With real life example and case studies that demonstrate how this has helped other people.

Most importantly, ensure your sales staff feel they are contributing towards the bigger picture. Right? This strategy is very powerful. And it’s very different to the rather low everyday sales training that just churns out and breeds flocks of salespeople going around, just slamming sells upsetting customers just to get commissions and my targets. And you implement the strategy. This is how you sell way more products and services much easier. This is a both a sustainable business and get referrals and great reviews.

H – I think that’s a lot of that it’s a really good point, Luke. Creating the sales process. The biggest thing is that you have the customer for life, not just for that sales process. I think if you if you do pressure sales, you run the risk of

ONE – The customer not actually wanting to buy and just buying so that you will get off their case,

TWO – The customer not being happy with the product or service at the end of it.

THREE – You lose that customer for the future. They’re not going to come back and buy from you and they’re not going to refer you to others as well.

So if they’re in that sales process, where they’re actually getting real value through the sales process as well, not just being pushed to buy, I think you’ve got more of a chance of not just selling but also selling more in the process after and higher priced items. Which is not what a lot of people think about, they just think about selling that one product now, for today, to get that tick on the board that they’ve done that sale for the day or for the week or whatever, and not worrying about what happens after. And that, again, like you said, has a lot to do with culture of the company.

(00:17:37 – The danger of just focusing on sales targets)

L – The danger of telling your salespeople look, of course business have targets but there’s a way to go about it. If you say to your salespeople, “You know you better get your 10 grand total for the day, we’re getting fired,” or you know, or whatever trouble with that is, you can sabotage your culture and your values of your business.

So, the owner in down a good management, whatever, has spend years building great customer report.
People love you Google reviews, you start to expand and grow. Now you have a sales team who is under the pump, maybe because the sales process is flawed. The products aren’t right. The customer engagement strategy is not to setup. The trust is not there that’s why the customer isn’t buying. Maybe there’s a faulty product, whatever.

And then the salespeople are on the pump, I have a target from the sales manager on my back. So they start violating company culture, company values, just to get that sale. Now the customers have been dealing for your years and has a big account, but now they’ve had a really bad experience from the new salesperson who’s probably can do the job. But his balls are on the block he knows that if he loses this sale he’ll be in big trouble.

So this is what you got to be so careful on the violation of you have your company culture and values.
So this is why you gotta have a rigid process, everyone has to understand how you sell. And that’s really, really important.

(00:19:04 – Build the trust in the sales process example 1)

Let me let me give you a hypothetical or what I’m trying to explain here about the hook and the trust process.

So let’s say you have two lady selling pies in a supermarket. One’s in one supermarket and the other is in another supermarket.

And the First Lady is handing out a beautiful flyer. And she’s standing at the entrance and she’s telling everybody how marvellous her pie are on the flyer she’s handing out flyer.

Across the road at the other supermarket, a lady’s got a little oven, and a little stand and she’s cooking the pies. She’s taking them out and she’s cutting them up. People can walk past and smell the beautiful smell and she’s offering him samples. So, who out of those two do you think’s going to sell the most pies?

H – Definitely the lady giving out samples.

L – Obviously but I’m trying to prove a point today about optimising the sales process.

The first lady handing out flyers is selling. She’s telling people this is a marvellous thing you should buy it.

The second lady is saying, “Hey, Come taste my stuff. It’s really cool. If you lit, grab a six pack.” She’s letting the customers buy. Right? She’s establishing trust. No barrier. “Yes, this pie tastes lovely. Yeah, okay, I’ll grab a six pack and take them home.” That’s the difference.

(00:20:37 – Build the trust in the sales process example 2)

Another example is of a chiropractor. They use the hook strategy trust strategy. They have a 15 minute free session sometimes in the shopping malls they have a stand there. Or quite common corporates. They go to buildings with several 100 people, and they offer free 15 minute spinal check for working long hours. The chiropractor does a little demo, and they go “Look, your knees are out of line and your spine is out, your neck is out, blah, blah, come for some treatment.”

So they’re given great value and identified a problem. They’re being the guide, right? Here’s your problem. You want it you want more mobility; you want to get rid of the headaches, you’ve got back pains hindering your social life, your sports life whatever, I can help you get treatments.

So, when you go to the chiropractor’s office and your first treatment, he should put you on for 12 weeks to fix your problem. That’s what you call optimising your sales.

(00:21:45 – Build the trust in the sales process example 3)

I’ll give you a real life example of my own businesses, which I like to always put my theory that I talked about, where does it all come from? It comes from my years of trying to build businesses and making lots of mistakes.

So, in my first business, which, you know, I talked about in depth over the last few episodes, that computer retail store. And the trouble at that time, early in South Africa in the 1990s was families trying to buy computers.

But the competition was selling computers out of converted houses, retail hadn’t become mainstream yet. So, the whole sales process was very unfriendly and very unsophisticated. What do I mean by this? Well, you had families that wanted to buy a computer. And they were sold by these tech geeks, these guys were building computers. And they’re talking geek terms, rams, and ROMs and gigs. And, of course, that created zero emotional engagement with the customers and therefore no trust.

So, customers weren’t sure if they were buying the right computer or if they were getting ripped off. They don’t know what the hell they’re buying all these geek terms. So, the experience was very, very unpleasant.

Now, back in the early 90s, computers were huge ticket item, right? Not like today, we just throw yours in the bin every 3 weeks and buy a new one. Computers, they weren’t mainstream, they were big, big money. So it was a big, big decision. So I looked at all of this, and I saw an opportunity to fix it on basically the principles I’ve been teaching in this podcast series.

What I wanted to create was a hook to negate this fear and stop the erosion of trust during the sales process. So I created a process where firstly, my sales team were trained to sell an accurate solution. To buy the right computer to suit their needs. In a way that they felt secure and comfortable with. These are very important words, I’m saying it was relevant to this particular case.

Our sales teams were not allowed to speak in the geek terms only outcomes of the products and what they did for the customers. And they did this sales process sitting at a desk with chairs over a cup of coffee. Yes, a simple thing like coffee. But man what a difference it made to that business. And in less than six months, we converted our tiny little store into our first Superstore, which we funded ourselves by using the strategy I’m telling you about now.

In the superstore we had desks where salespeople sat down and talked to you. Even in today’s world of the computer electronic stores they do not use this system. Imagine if banks today had coffee where you could go in and discuss a home loan or whatever in an environment like that. Where there’s trust and you didn’t feel like you’re a statistic or banks just trying to get the sales targets correct. There’s a sign at the front door that says “We value our customers” but you wait 3 hours to talk to someone. That’s what I call a disconnect between culture values and execution on the ground level. It’s a complete shambles. And so there’s no trust. The customer experience is a complete disaster. And the simple thing like having a cup of coffee with your clients, there was like a 99% conversion rate. Why? Because no one else was doing it and I was paying attention.

How do I make my customers feel at ease? And trust us, which was the objective not to just sell. They then bought, very, very important, okay? That became told was a $12 million business based on that very principle that I’ve just told you. This is very, very different to slam dunking, hard sells, ramming sales, pitches down your throat to try and get the sale and get to the next person in the door.

That’s the sales optimisation process. And it really, really works. And both your staff and your customers will love that if you do properly. So this is step 4 of the seven step to building a smart business engine system. And if you want to see all the steps and action with real life case studies, I show you how I built my businesses, I’ve helped other clients step by step, you can check out the free workshop that I have.

There’s no catches or hooks. There’s a link for people click on.

H – I’ll put the link in the bottom of our description so everyone can have a look. I hope everyone’s enjoyed this episode, because the sales process is something that businesses do focus on, but it kind of gets runs away too quickly. Things change really quickly, you get new staff that are doing things differently. So making sure you have a fully established sales process means that you can then get new staff, put them in, and the sales process continues on as per normal. I think this is a really big thing for businesses. And yes, there’s some business owners out there who are small business owners who might not have a sales team. But this is something important for you too even if it’s just by yourself in your business.

So have a look at the times that you’ve been part of a sales experience and what made you comfortable and uncomfortable. I think the biggest one I can use as an example as well for people is when you buy cars, right? You’re there with an intent to buy. It’s just what your experience will be. So if you have a bad experience with that sales person, you’re not going to buy the car, you’re not even going to step foot into that sales office to even chat about it. If you that initial contact that you have with someone isn’t a good experience. Would you agree, Luke?

L – Absolutely. I think if people pay attention to their customer experience, as opposed to just selling products, basically what I said, set your business up with a sales process, optimise your products, put process in place so that you are allowing your customer to buy from you. That’s a structure. That’s a process. That’s a system. Very, very, powerful

H – Very different to just selling. You’re creating an environment of the sales process, which I think is really powerful.

Thank you for joining us, everyone. Like Luke said, if you want to know more about the sales process, we have the seven step smart business engine free workshop training that you can access and we’re also going to be covering all these steps further in depth throughout the podcast.

Hopefully you enjoy that in the next episode we are going to be discussing step four, which is the one that everyone gets really excited about which is optimising your marketing. So hopefully after listening to the last few episodes, you can understand why most businesses fail with their both their sales and their marketing. It’s those first crucial steps that we talked about the beginning that you need to get right before you start your sales and you’re marketing. If you don’t get them right or you don’t get them organised there’s a very likely chance that your, both your sales and your marketing will fail. That’s just wasting your time and putting money down the drain.

If you want to see us live and our friendly faces hop on to our YouTube Channel BBQ, Bourbon and Business Podcast Show. We record every episode live, and you can check it out. Hopefully we’ll see you guys on the next podcast episode where like I said, we’ll be discussing step four, which is optimising your marketing.

And if you enjoyed this episode, don’t forget to leave us a review. We really appreciate it. And make sure you don’t miss any new episodes. Don’t forget to subscribe to Apple podcasts, Google podcasts, Spotify or wherever you prefer to listen to your podcast. Thank you everyone.

L – Good night everyone.


Listen on Apple Podcast
Listen on Spotify
Listen on Google
Listen on Stitcher
Listen on Amazon
Listen on iHeart Radio



A No-obligation
Discovery Session Today

Value $297 FREE


7 Steps Build a Smart Business Engine

Value $397 FREE