The Psychology of Sales: Harnessing Genuine Connection for Conscious Selling with Meghan Lamle

In this episode of Stop Scrolling, Start Scaling, Emma joins sales expert Meghan Lamle. Meghan shares her journey in the online space, from starting as a social media manager to transitioning into coaching. They discuss the shifts that have occurred in the online business and sales world over the past few years. Meghan’s unique approach combines sales, psychology, and behavioral economics to help entrepreneurs scale their businesses and master sales. Tune in to gain valuable insights and strategies for growing your business.

Listen in as we speak about:

  • Positioning yourself as a seller 
  • How personal connection drives sales
  • Nurturing your audience
  • Being versatile in your branding 

Positioning yourself as a seller

While markets do continually grow, there are periods of expansion and contraction. In 2020, there was a 90 percent growth in online businesses, as reported by the Small Business Bureau. This growth was fueled by economic stimulus, with new online entrepreneurs having cash to invest. The sales process during this time was described as a seller’s market, with more buyers than sellers and cash-heavy sellers. This led to the rise of programs and content creators, as people were creating more content and gaining traction on platforms like Instagram. 

However, the market shifted in 2021, transitioning into a buyer’s market. This means that buyers are more informed and come into the sales process with specific questions and expectations. Meghan emphasizes the need for sellers to adapt their sales process to accommodate these informed buyers. Instead of relying on FOMO-based tactics or secret sauce claims, sellers should position themselves as experts in their field and focus on building partnerships with their clients.

How personal connection drives sales

There are several tangible actions that sellers can take to enhance personal connection with consumers. In marketing, the focus should be on providing less pain and more pleasure. This means highlighting the benefits and positive experiences that consumers can expect from a product or service, rather than focusing on the negative consequences of not buying. In addition, sellers should get granular in their marketing efforts. Instead of providing a broad overview of their offerings, they should focus on specific features and benefits that resonate with their target audience. This level of detail helps consumers understand exactly what they are getting and how it will benefit them.

Emma also stresses the importance of person-to-person connection in sales. She encourages sellers to reach out to consumers as soon as they engage with their brand, whether it’s through social media or other channels. By initiating conversations and showing genuine interest in the consumer’s needs and preferences, sellers can establish a personal connection that goes beyond a transactional relationship. But they caution against using automated or impersonal tactics in sales. Emma and Meghan share the importance of authenticity and genuine interest in the consumer’s well-being. A personal connection cannot be faked, and consumers can easily detect insincerity. By taking the time to truly understand the consumer’s needs and providing tailored solutions, sellers can build trust and loyalty.

How to nurture your audience

Businesses should invest time and effort into educating and entertaining their audience, rather than immediately pushing for a sale. This approach is applicable to various platforms, including Instagram and email marketing. By posting multiple times a day on Instagram, businesses can create a sense of FOMO (fear of missing out) among their audience. If a follower sees one post but misses another, they may become curious and visit the business’s profile to see what they have missed. This can lead to increased engagement and potentially drive sales. 

Emma reassures listeners that consistent posting and not constantly promoting products or services will not deter customers from making purchases. Instead, it allows businesses to build a strong brand presence and entice customers to explore further. Businesses should treat their social media feeds like a book, sharing a variety of posts, case studies, and their brand story. By providing valuable content and sharing personal experiences, businesses can capture the attention and interest of their audience. Emma emphasizes that people have a natural desire to be entertained and educated, and businesses should tap into this desire to create meaningful connections.

Being versatile in your branding 

It is essential to adapt and diversify your skills to stay relevant in an ever-changing digital landscape. Emma and Meghan share their personal experiences with the new platform Threads, where they have already seen positive results. By being active on Threads and providing valuable content, Meghan has been able to secure paid guest speaking opportunities, podcast invites, and even sign a client. This demonstrates the potential of content marketing and the importance of being present and engaged on various platforms.

It’s important to adapt and adjust your brand voice to suit the specific platform’s audience and culture. What works on Instagram may not work on TikTok, and the same applies to Threads. Being versatile in branding allows businesses to connect with their target audience on different platforms effectively.

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