Episode 9 with Guest Sally Hogshead

Episode 9 with Guest Sally Hogshead

Lisa:

Welcome to episode number 9 of Boost Your Sales and Lifestyle. I'm your host, Lisa Sasevich, the queen of sales conversion and the founder of the Sales Authenticity and Success Mastermind. On today's show, we'll be talking with the incredible Sally Hogshead and learning what makes you fascinating and how can you become your best self so that you can boost your sales and lifestyle, and especially, we're going to look at it in the context of this season's theme, How to Sell to Women - Proven ways to honor them, serve them, and inspire them to say yes.

Even my guest on the show has been selected like Sally because they've made millions by knowing how to honor and serve women clients at the highest level. Let me tell you a little bit about Sally Hogshead. She is a number one Wall Street Journal, best-selling author and Hall of Fame speaker. You already know how you see the world, but do you know how the world sees you? Sally Hogshead is the best-selling author of How the World Sees You: Discover Your Highest Value Through the Science of Fascination. She began her branding career as one of advertising's most highly awarded copywriters. Since then, she's measured the communication traits of over 600,000 people.

Sally has generously agreed to join me on the show and share a gift of how you can learn how to be a successful entrepreneur by knowing what makes you fascinating. Make sure that you head on over to nine to grab the show notes, the transcript, and a special gift from Sally, a free code so that you can take her world-renowned Fascination Advantage assessment. I took this assessment in the last couple of years and it totally opened my world to how I can be my best self and really become more of who I already am. I'm excited for you to take it too.

Speaker 2:

Welcome to the Boost Your Sales and Lifestyle Show with Lisa Sasevich, the queen of sales conversion. Lisa teaches experts who are making a difference how to get their message out and enjoy massive results without being salesy. Lisa is here to lift you up, show you a new perspective and open your world to what's possible for you, helping way more people, making way more money, and making the difference you were born to make.

Lisa:

Hi Sally, we're thrilled to have you with us today.

Sally:

Lisa, I'm so happy to be here. I'm such a fan of what you do and I love being able to be in touch with your community.

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Lisa: Sally:

Lisa:

My community loves you. In fact, it wasn't that long ago when you were launching your bestseller that we had you speak to one of our retreats for our Sales Authenticity and Success Mastermind and I have to tell you, I mean, what we learned from you that day is still a very strong core of learning on our camp, so I am so excited for everybody listening to our show today to be able to get a piece of that. Let's start out with them.

Yeah.

I just want people to get to know you, how awesome you are. I mean, we are colleagues and girlfriends, so I have that advantage. Tell us something sassy about you. It could be a lesson learned, maybe a turning point or an accomplishment. What do you want us to know?

I'd like to share a story with you that I don't normally talk about. When I was 27, I opened up an advertising agency in Los Angeles and I absolutely loved it. As a woman entrepreneur, I loved being able to feel fully immersed and selfexpressed in my work. We have clients like Target and R?my Martin. Then I got this amazing job offering. It was kind of my dream job. It was the job that if I were going to pinpoint exactly where I would want to go at that point in my career, this was it. I was opening up the West Coast office of a major national ad agency that at that time was launching the Mini Cooper in the United States. I left my job, I closed the doors, I had to lay-off many employees, and I opened up this new office. It was really sexy. The first day we had magazine covers and all kinds of press and media, but opening day was September 10th of 2001. You know the day that came next.

Yeah.

There it was September 11th of 2001. It was such a horrible time for everybody. I felt my maternal instinct to protect my team, my community, and protect this new office that I was starting and it was over the course of the next couple of years that I learned some of the hardest lessons of my career when I really had to take a stand and choose how to lead. Not just be an entrepreneur but really be a leader and have a distinct point of view because it was so easy to just assume we were going to go out of business, and everybody would be jobless. It's such a horrible time in our economy. We slowly gradually added business. It was almost an all-female team. To my joy, I got pregnant. I was pregnant with twin girls. About 14 weeks into my pregnancy, I was laid off and I was the sole breadwinner of my family. I was out of work, post 9/11, pregnant with twins, and then I was put on bed rest. That was the most devastating time of my entire life. I was so deeply depressed, and then I lost one of the babies.

They say God never gives you more than you can handle, but I'm listening to this story and I'm starting to question it.

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Sally:

Lisa:

Sally: Lisa: Sally: Lisa: Sally:

Yeah. Out of that, here's the great gift that I got out of it. This is where I had to tap in to my inner sassy. There I was on best rest and they were telling me that I was probably going to lose the other baby so I had to be really quiet. I just had to lay there and it was during that time that I started to collect the wisdom that I had that over those 2 years, those difficult 2 years of being an entrepreneur and being a leader. I started to write them down. Then I formulated them into a book. By the time the book was about ready to go off to a publisher, I could feel the baby kicking. When she would kick, then I knew she was healthy, but like my laptop would fall off my belly.

Shortly after my daughter was born, my book was complete and it was such a perfect circle, such a perfect process because I was birthing my future career as an author and it was out of that time that there was something I wrote in this book, my first book, with expressing your truest self is the ultimate competitive advantage. In other words, when you are being the most you and you clearly identified and articulated who you are at your best, it becomes much easier for other people to see that and that's how we grow our businesses as entrepreneurs and as anybody who wants to really stand out and make a difference with their message. That was the moment where I had to apply ... Even though you and I hadn't met yet, that was when I had to apply so many of the things that I have since re-learned with you.

Wow. Thank you for sharing that. It's so many turning points altogether that it's one of those kinds of stories where you could make so many different teaching points because it taught you so much. I think that really what's rising up out of this is what really fueled you into your amazing work that's touching people all over the world about being your unique you and that in the face of all of that, what I hear you saying is there's just nothing that's going to pull you up, obviously in conjunction with your trusted source, than really being and knowing and counting on who you are.

For people who don't know about the unique transformation that you and your company offer, would love to tie that in just to kind of complete that circle and where that took you ...

[crosstalk 00:09:11].

... and how many people you've been able to help because of it. It's like that was the lab. I always think of the work I did before this as a lab. I didn't know it was the lab. I just thought it was my life, it was.

Right.

Everything I did led to this work. Often I wonder, what if this is the laboratory that I can't see yet? There's a question for everybody listening. Even if you're like

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totally where you want to be and life is rocking, it's like, what if this is the labpratory that you can't even see yet? I'm always curious about that.

You and I had a great conversation when we were on mountain bikes when we were in Colorado and we were some other wonderful entrepreneurs. I said to you, what does that year look like ahead for you? You said, "I'm creating space in my life for new things to come in." It's so subliminal to watch you kick [inaudible 00:10:04]. That about 2 years ago, and to see this trajectory of what you're doing. Back to your laboratory analogy that at that time, you knew that there was going to be a big break for you and you were okay with not knowing exactly what that was, and it has shown up for you.

It's true. Where my ...

It's so cool to have a witness. In fact, Sandra [inaudible 00:10:28] was with us on that trip and I just interviewed her a couple of shows ago, for everybody listening if you haven't heard the interview with Sandra, you know now, that'll even make more sense now that you hear Sally and I. I think that there's something that we're all providing for each other and really every single person being here is just a witness to each others growth and development and using our lessons to take each other as far as we can. Tell us what that lab has kind of sprouted into, because the theme is how to sell to women, and we have women and men listening. When I thought of this as the theme for this season, it was like you were the first person on my mind. It was like, "Wow, Sally could shed so much light with her research and her fascinating work."

Thank you. Out of that lab, the trials that I was describing back in fact from 9/11, what came out of that was an understanding, drawing upon my advertising background that we as individuals often don't know how other see us at our best. In other words, there are certain ways that you are most likely to contribute to other people, ways in which you are most likely to have people listen to you, remember you, buy from you, respect you, engage with you, fall in love with you, champion for you, evangelize around you. If you don't know what those are and you don't know how to articulate it, then who you are at your best can't really rise to your ultimate potential. An example of that is, it doesn't matter if you have the best message or the best product, if nobody notices or cares, and in any type of crowded, distracted environment, it's crucial for you to understand how people see your at your best so that you can be seen as intensely valuable.

I began researching this about a decade ago. I knew from my background branding experience helping companies like Nike, BMW, Mini Cooper, helping them understand how the world sees them at their best, I just started drawing parallels to us as individuals in our own communication. I began to find the patterns. Slowly, I've built an algorithm that could describe this. I'm not a researcher at heart, I'm a creative professional at heart, but because I was able

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to draw upon the principles of market research and world-class brand standards, I was able to apply those best practices and I found that we can measure how people see you. Just like we can measure how a consumer sees Coca-Cola, we can measure how your prospect or client sees you at your best. This grew and grew from a hundred people to a thousand people, and so now we've measured 600,000 people.

We measure and track it very, very carefully. We have found very interesting patterns behind the high performers of how women want to communicate, how they want to be communicated to. The key of what we found is there's no one style of communication that's better than another. There's no one right way to sell. There is no one personality that's more likely to close the sale. Instead, it's really a function of understanding your specialty. In other words, being able to identify those traits that make you most compelling. As I would say, most fascinating so that your prospect is more likely to listen to you and remember you and take action. I'll pause there because I get so excited when I talk to you Lisa that I'll go on, but I want to make sure that we're guiding this for our listeners.

Yeah. I love what you're saying and it's exactly where we want to go. We're talking about ... I want to hear all of it. Then in the sort of the rails of our season, you're heading exactly down the right track with how can we be remembered by our listener and what have you found especially when we're looking to attract and serve and inspire women clients, so yes, keep going Sally.

Women are, as a whole, they ... We all know that women communicate differently than men in subtle and sometimes surprising ways. One of the things that we found is the women is very important that the person that they're talking to whether it's somebody selling a product or even their best friend, they're looking for authenticity, but what does that really mean? We use the word authenticity a lot. Here's what we found that it means in our studies. Say if I'm in a position where I want to enroll somebody in my course or a product, when I'm confident, I'm in the flow, and physiologically what happens with our body is when we're sharing an opportunity in an authentic way, we produce more saliva. Our voices sound what linguists call wetter, but what I'll say is you sound more relaxed because you don't have a blast of epinephrine pulling the saliva from your mouth and making your voice sound teeny.

If you can go into a sales situation and feel totally confident and in the flow, then you're far more likely to engage with that woman sitting on the other side of the table or with a perspective client or customer. Here's what that means. If you know the reasons why a woman is most likely to listen to you and remember you, then you can focus and hone in on those traits. You can stop trying to be all things to all people. Instead, you have specific go-to ways that allow you to feel more confident.

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