Creating a Podcast to Build your Authority with David Perez
Sales Strategies for Consulting Businesses
If you’re planning to launch a podcast or think your show needs a refresh, you need to listen to this episode. David Perez, from Audiencecoach.com, helps coaches and consultants to launch their podcasts and use them to fill their sales pipeline.
During our conversation, he guides us through the launch of a podcast, explains the formula to create engaging content, and shares why research is essential to deliver what is relevant for your audience.
Welcome to the Accelerate Sales Podcast, great to have you here. If you're a first time listener or watcher welcome. If you love the show, please subscribe, and if you're a regular, I always love to get a iTunes review from you. That would be absolutely wonderful. And obviously share it to the people that you think could best get value from it within your audience. So there is always the opportunity to take notes and that's up to you but we do transcribe the episode as well so all the links, everything that our guests mention will be in there.
One of the key things you're going to learn from this show. One is you're going to learn why and how to launch a podcast to help you accelerate your sales. The second is the three step formula to getting your content right so that it becomes engaging, and the third thing is some tips on research that really blew my mind and they'll blow your mind as well. So today's guest works really, really hard to help coaches and consultants to launch their podcasts and use that as a great way to fill their sales pipeline. So what I'll do now is hand you over to David Perez from Audiencecoach.com.
Welcome David Perez from Audience Coach to the Accelerate Sales Podcast. Great to have you here, David.
Thank you very much for having me Paul.
Now, where in the world are you coming from today?
I am based in Cali, Colombia, South America. A city that is always hot and sunny.
Well, that would be a delight. We're in the middle of winter here in Melbourne and I can tell you, we've got a little bit of sun today as I look out the window, but yeah, it's definitely not hot. But I've got a lot of teammates based in Colombia and I love Colombia. So great to have you on. Why don't we kick off with, who are the perfect clients for you to work with?
For me the perfect client, Paul, is the one who has a long-term mindset. You always have people who come with the idea of getting things done very quickly and getting results overnight and getting a lot of leads and getting a lot of money with the least effort possible. It's not like that. I like clients who know that long-term is the way to go when you are generating leads and selling things and who also are clear about selling is about connecting with people. So you can think of people as transactions, okay, I just come to you and I try to sell something to you, or you are a person with whom I want to establish a relationship, get to know you the best I can, get to understand you the best I can, and from that I can offer you something that I can provide, it can be a product or a service, that I know is going to serve you and is going to work for the needs you have because I've done the work of connecting with you and understanding you.
Right. A lot of people say they're that way but that's not always the way they operate, how do you sort of work that out with your clients?
Okay. One way is, just at the very beginning of the conversations we get to have, sometimes it shows that they are looking for a quick fix or a quick solution to their sales situations. You get to know by the kind of information they provide or the kind of questions they ask, for example, I do podcast production, so somebody asks me, before starting her first show, when will she or when will he be available to sell the podcast to a major platform? So without any previous experience on podcasting. So this is something that gives you info, an idea that the person is looking for a quick fix or a quick solution to make money.
The other thing is, and this is something I always do, I research my clients, I check what they do, and I see how much they've invested in the business they have in the process they have. So I check if they have a blog, in their social media what kind of content they're creating, how often they create content, for how long they've been posting new stuff there, so that shows me either they are focused on just doing one thing and trying to get solutions from that one thing or if they're focused on processes. So I kind of do the two things, listen to them in the first conversation and stalk them a little bit.
Yeah. And look, I think that's the value of having a podcast, right? Which we'll get more into in a moment is that, we're all stalkers these days. So gone are the days where you go and have a coffee with someone and that will just very much change. So it is now, the virtual coffee is on LinkedIn predominantly, and people are looking at you. And I think so often I ask when people reach out to me, I say, so how did you come across me? Was it through my podcast? Was it through some of the content that I do? And most people say my podcast and as a podcaster and you know that it's very hard to know who's listening, right? The analytics and the data isn't there, but now people are and it's a way of knowing and trusting you. And I know that you work with a lot of business coaches and what are some of the key problems that they're looking for you to help them solve when they come and want to launch a podcast?
There are two sides of it, one is the technical side and the other is the content side. In terms of the technical side, I mean, they are experts in their own areas but maybe they have never used a podcasting microphone or they've never used a camera or they don't know how to set up a podcast show on Libsyn or Podbean or any other of these platforms. So it's mainly helping them, and this is going to sound funny but it's true, not to be scared of the tech. Sometimes this is intimidating being in front of a mic, knowing how to use the gear properly, sounding professional it's something that concerns them a lot. So I guide them through that process of how to use the gear properly and how to sound professional.
The other side is the content side because sometimes they have a lot of ideas to express but they are not sure they are going to be the right fit for the audience, if they are going to be attractive for the audience, if they are going to match the audience's needs. So I help them with identifying, first of all, what the audience is like, can you find that audience persona or ideal audience, it has different names, and then mapping out what potential topics can be. Of course, we go through our research, we go through blogs and books and social media, trying to get information from what people are saying around different topics, and from that we create some potential topics that we can cover on the show. So that makes an idea of what we do for them, the tech side and the content side.
Great. And let's break those two up. So first on the tech side, I know that my biggest learning has been, just start somewhere, right? So if I look at the set up and thank you for complimenting me on my new camera, but I was audio to begin with and it was audio with a mic, this is a great RODE mic, which RODE is Australian made so that's why I've gone with it. And I forget what it cost me, but it was about $150 or something. I don't think it's got much better and I've got the kit with it and that's been the same that I've used for three years, right? So that hasn't changed. I know for me, my voice has certainly improved but the mic hasn't. So like you said, sound quality is so important. What's your advice? You're the expert, I'm giving you my experience in a podcast, but yeah, tell me about mics and how people should go about that.
Yes, absolutely. Thing is, if you're a consultant you need to look professional, you need to sound professional. If you have an office, for example, you are not going to have a shabby office with dirty carpets or a crappy desk. It would make you look bad. So if you're not going to do that with your office, why would you do it with your content production, in this case a podcast? So there are many people who think just recording with their phones or with their laptops is good enough and it is to begin with because, I mean, having the proper gear should not be a burden for you to get started but eventually you need to gradually step up on the quality that you are generating.so that's going to be showing how professional you are. You are investing in the quality of your product and you care about your audience and you care about what you're giving to them.
On the other side, Paul, and this is very important, audio quality directly influences engagement, poor audio quality will hardly generate engagement, people will disconnect from the content and front message very easily. If the audio quality is good, it's easier to hear and to understand the message so people are going to be more connected, this doesn't happen on audio only, it even happens on video. There have been tests where people are giving a video with good image and bad audio and they get disconnected easily, however, people get a video with great audio and bad image and they stay tuned, so audio quality is a very important factor for you to connect with your audience.
Yeah, so true. And to be honest, I've gone on some great podcasts as a guest just from saying to predominant podcasts to say, hey, I'm not quite sure if you knew but the audio in this particular part or in this particular episode wasn't to the quality that you normally have, just letting you know. Because I don't go back and listen to all my podcasts and I'm sure they're the same, right? And especially the prolific guys and yeah, it really makes a massive difference. And just on that, I've got a fairly small office that I record in but you see some people that have got their whole room with padding, so how much does, let's say a mid range mic, which might be anywhere around $100, how much does a padding make and soundproofing, I suppose, make to the quality of the audio?
Okay. You can spend as much as you want because it tends to get very expensive. I think that the cheapest part of the whole setup is the microphone and actually the recording gear, soundproofing and sound treating is the expensive side. What I recommend, Paul, in these cases in order to save on this kind of sound treatment, I have some sound treatment, it's not visible in the frame right now but there is some treatment in the room, is to get a dynamic microphone, like yours is a dynamic microphone, yes, mine is a dynamic microphone. There are two main types of microphones, one is dynamic and the other are condenser microphones. There are others, okay? But the thing with condenser microphones is that they are designed for studio settings, which means, it's all quiet, there is no echo and there is no reverberation.
What happens is in real life, in our home offices at our homes, we don't have those conditions so a condenser mic is not ideal. The best example, the most common example of a condenser microphone is the Blue Yeti, I know everybody knows it. It's very popular because it has a fancy shape, it's a great microphone of course, I'm not saying it's bad, but maybe it's not the best one if you're creating a podcast for the first time. Dynamic microphones like yours or mine are used for stage performance, that means, they are great at rejecting echo, reverberation, and noise, you have to be very close, if you move away from the mic, you're going to lose a lot of volume.
Yes. A quick example, David, is I'll have even my daughter or my son may have a shower in the upstairs bathroom next to me and I can hear it and I can hear the pipes and it drives me insane and I'll say to the person on the podcast, "Can you hear that?" And they're like, "No, we can't hear it."
Yeah. That's right. It's because it's designed for noisy environments so that's why I always recommend that as a first microphone you should get a dynamic microphone. It's going to save you a lot of headaches and it's going to save you a lot of money because you will not need to spend a lot of money on padding or acoustic treatment, it will help. Of course, you can add it afterwards but to begin with, it won't be necessary, just a mic will do a lot of the job.
Yeah. That's great advice. And I think to get to the content and then talk about how it can help us with sales is I think the most important thing is to do the least amount of work possible. So what do I mean? Make sure that you've got someone else editing your podcast. Now I know some people are more technically inclined and maybe if you come from that background, that's great, but if you're a business coach, if you're a consultant, please work on what you're best on and just focus on that and get someone else to do the rest. Now, as far as, how do you find someone? So obviously David, you're a great resource, but if I'm just starting from scratch and I'm thinking, how do I find someone to edit my shows? What's the best way that people can go about doing that?
Okay. So before I answer the question, I would like to add to the comment you just made which is, a podcast is a means to an end. This is something I always say I think on every single interview and recording I make, I repeat the same thing, a podcast is a means to an end, it's not an end in itself. So you are creating a podcast not for the sake of the podcast but because you want to create an impact or you want to get a result from it. I say this because, now that we are talking about editing, some people get obsessed about editing and over editing, they want to have the perfect sound, the perfect everything, no ums, no uhs, they want to sound like a professional radio host or someone who is reading an audiobook. So they obsess so much over the quality of the episode that they forget that actually that's not the idea, the idea is that you are generating an impact with this product, with this piece of audio that you have.
So focus on getting the message across, not on getting a perfect masterpiece or something that you will exhibit in a museum because that will hinder your actual weight. As part of that I always recommend that you get, when we are speaking about podcasting for a business, you should have an editor that takes care of the editing side of course, like making sure the audio sounds great, but also that person will be in capacity to troubleshoot. Because sometimes you have technical situations, iTunes sometimes gives you problems, maybe you want to migrate from one podcasting host to another one and you have a lot of things to take care of, adding that to your list is not a good idea, so it's good to have an expert in the area taking care of all these little details. Because you should be focusing on your business, not on these tiny technical stuff which another person can take care of easily because they are an expert in that area.
Yeah. Spot on. And look, that's why we'll talk about content now and your job and my job is to come up with the ideas, right? So that's mine, and then behind the scenes. And David will mention at the end and I'll mention that he's got some brilliant resources to help you which will definitely help from the technical side. So now on the content side, right? So what are the key things? If you had to say, there's three key things that you need to consider when you're coming up with your content, what are those?
Okay, let me think real quick. One could be, get yourself out of the formula and I'll go in depth on these, I mean, the other one could be research and the other one could be think long-term. I think those will be the three key things when it comes to creating content for a business. So the first thing is, get yourself out of the formula. There is the ego sometimes participating in the content creation which is not very good because we start creating content about what we think is relevant or what we think is important or about what we like, when the act of creating content has nothing to do with us, it has everything to do with the audience, so that's going to be very important. Sometimes we think something is important, I mean, it happens to me all the time, I have a co-host my podcast and sometimes I say, oh, I don't think this is important, I don't think it's relevant, and he tells me, David, that's not important or relevant to you but is it important to the audience?
And how do you know that? Because like I said, I've got lots of people that listen, thousands of downloads a month, but I don't know exactly who that is.
Okay. That is exactly the next step. Research, do not assume what your audience wants and needs, okay? We are speaking about podcasting for businesses not for entertainment. Entertainment has a lot of flexibility, you can go with different topics, different guests, but here we're podcasting for businesses so we have to be sharp focus in terms of what we're talking about, what topics we're covering. Research is going to be very important, what we do is we set up what we call listening posts, Paul, and this is, we find influencers or content creators that cover our content in the same industry and we check all the comments in their social media posts, all the comments on their YouTube videos, all the reactions there are, people agreeing to stuff, people, disagreeing, complaining, we take note of all that, this is real feedback we're getting in very valuable topics we have. That's one thing you can do.
Another listening post is just use Google Forms and send surveys to your potential clients or to your current clients and then you identify misconceptions, you identify pain, sorry, pain points, you identify common questions and that helps a lot. And the other thing you can do for research is have conversations, like you and I are doing right now, with potential clients, previous clients or recurring clients and you get all this feedback from them and you get to find there are a lot of elements in common, so do the research. You have to sit down and talk to a lot of people, find a lot of sites, see people, see their reactions online, you get that information from there. I'm sorry I'm going too long with this answer. But you're going to find a lot of times there are a lot of things people need that you had no idea about, a lot of times there are a lot of things people need you had no idea about, but you get to discover that because you've done the research.
Yeah. Look, I think that's really very well landed. And that's a great point around people's comments, et cetera, and their posts. And I've also heard people's books, so influencers, you go to their books and most importantly, you go to the five stars but you also go to the one stars, so I've heard that that's really good content. And yeah, of course, I use Airtable, it doesn't really matter what you use, but every conversation I have I basically then log that as an idea, not every conversation, right? But if a client, I've just helped them with something, they've got a question, or in a sales call I get a frequently asked question, I'm like, okay, perfect, that is going to be a great topic for a podcast and then I document them all and have them there ready for me. So that's the way that I do it, how do you help people take that research and put it into practise?
Yes, absolutely. I always take notes of every single sales call I have and then sometimes from that I get new information as to what topics or what things or what pain points I've identified. And the third key item that you asked me about, so the first one is get yourself out of the formula, second one, do the research, you got to do your homework to get it right, and the third is, think long term. We are building relationships. Sometimes new clients don't come out of the blue, they come because of a relationship, either direct relationship or because they have been referred to you by somebody. A great thing a podcast can do for you is, well, there's several things, give you exposure but also help your network. There are some people I've interviewed or that have interviewed me that we have ended up doing business with or that are people who I have interviewed or have interviewed me that have referred me to other potential clients.
And this is not something you do overnight, because if you're thinking about the money and the transaction, only that dollar sign is going to be there on your mind, but if you focus on the relationships, you're going to be focusing on how you can help people. And these will take, to built the basis for this, somewhere between six to 12 months. It sounds like a lot of time but it pays off, it absolutely pays off because it will help your business as well because you're going to be all the time getting the information about what the market requires from you and from your services so you're going to be always updated.
Yeah. And I'm assuming most of your clients have a product off the back of it, right? What's some advice on the best ways to introduce that product? I get the long term relationship, right? But also the sales opportunities. So if you got any tips or any ways that you've seen your business coaches or consultants leverage the podcast to then sell into a high ticket item or a service that they have.
Absolutely. Well, first of all, you need to build a rapport and build a connection with the person by offering value and focus first or focus mainly on offering value. If you try to push the product or service, you're going to hush people away, you need to attract them with value. Then there are different ways you can attract people to your product or service, one of them is by including calls to action throughout the podcast episode. One call to action for example can be at the end, in the outro section of the podcast, there you can include a call to action. Also, you can include a mate role which is like an ad, it can be an ad similar to the radio ads, right in the middle or at the beginning of the episode and that will remind people that you are giving them value but you are also a business and you can help them by offering or giving them services or products.
And I'm about to do a live ad role at the moment. For me selfishly, one of the things I always think is, well, where in the funnel should I send people? Should I send them to the very top which I'm going to do in a moment which is talking about my lead magnet and the pulse check, do I send them directly to a programme? What's your advice on where you send people in the funnel when you're doing those call to actions or the ad roll?
Well, with the content creation environment we're in, a lot of people think everything is free and all the content you have to appraise for free. So it's good that you are clear from the very beginning that you are a business, that you are not trying to trick people into coming to you and then trying to push something to them, that you want to sell them something out of the blue. It's fine that since their very first approach to you they are aware that you are offering them value but you're also a business, so there is a potential business opportunity afterwards. So I will say, you can not necessarily push but mention and show that you are a business and you have services to offer since the very beginning, since the awareness phase, it's something that can be done and of course, across all the other steps of the funnel or the customer life cycle.
Yeah. So if you take, me specifically, and sorry for everyone listening, but this is to help you, it's not just to help me. So I've got a pulse check which is effectively nine questions that they can fill in three minutes, and it's basically going through my key methodology and saying, this is the framework you need to create a sales system, right? And then that goes to a call with me to go through a plan. So am I best to do that, or am I best to say, if you want to work with me, you can go here to learn more at this application page? From your advice, what do you recommend?
I will recommend, if you can easily implement both on your website, I think it's something that you can set up and let it rest there and it will do its job. I have both an application form that works for me and I also have a lead magnet which is not through a quiz in this case but it's through online courses. We have a couple of online courses that we offer and that helps me understand what people are looking for and if they go to the course that means, they really need the information.
So do you mention both, David, in your podcast, or do you mention one over the other?
I focus on the courses. I focus on the courses mainly because they are getting something. On the application they provide information but they hardly ever get something back but with the courses they are providing information but they are getting a lot of value in exchange so I always focus on promoting that first.
Great. Well, the last question in this section is, you've seen a lot of business coaches, consultants, et cetera, what are some of the things that are working best for them from a sales perspective at the moment? What are some of the things that you're seeing then us as listeners can benefit from?
Okay. From my experience because I've done the exercise of interviewing people on what's working best for you, one of them is, of course, what we're doing right now which is creating content online that will give you exposure and that will give you authority and reputation that will make you visible, that's very important. And the other very important thing is having conversations, having one to one conversations either on podcasts or on other channels, or maybe on live events, but those one-on-one conversations really help you connect with people and attract more potential leads. It's not because I've done it myself, which I have of course, but because I've had a chance to speak with very successful content creators and very successful business owners and they don't tell me about these big huge structure for capturing 100,000 leads or something like that, no, they focus on one-to-one conversations.
Yeah. And I think that's so important. Like you said, roughly about 20% of my guests end up becoming clients or they have someone that they know that is referred to, so I think that's really important. And if you're a business coach or a consultant, you're selling high ticket items, they're working with you, yes, they're working with your team as well, right? But they're predominantly working with you. They want to know about you and you're right, you don't need thousands of clients, you don't have a business model that could cope with thousands of clients. And I think a lot of people get lost in all these fancy funnels, et cetera, so I believe in having your funnel digitised in some way so you get to sell online online, I don't sell how you sell offline online because that doesn't work either.
But I do think that a podcast is a brilliant way of reaching out to people to get that foot in the door. I don't know many occasions that someone hasn't said yes to coming on the podcast, right? Because you're giving them a really valuable asset that they can share, you're giving them the opportunity to express themselves and they actually get better at expressing themselves and also you get a huge benefit of you promoting the show on their behalf like I will promote this show. So any other sales tips that you may have before we go into the next section?
I will think just maybe emphasise on that focus on the one-on-one connections and the relationships not so much in the transaction. Because from a deep connection you have with a person, they can give you a lot of referrals, they can give you a lot of leads from just investing in that one person, so focus on people not so much on the transactions.
Yeah. Great. Well, and I've sort of talked about it before but before we go on to do the rapid fire, I do talk about my pulse check, and I suppose it's been a good conversation with David around what's the best way. But this really does add value, I've had 28 years of sales experience, worked at the best sales company in the world, Coca-Cola, and what I've done is distil that all down to nine questions so that you can work out what the gaps are, and then we'll have a call and we can talk through those gaps. So that's all it is. It's not a sales call in itself, it is a discovery call for you to see. Because a lot of you as a business coach or a consultant don't know what you don't know, you haven't had 28 years of sales experience like I have, so that's where I can help you fast track it. So we're going to go into the rapid fire section now, David, are you ready for that?
I am ready Paul.
All right, fantastic. So the first question is, what are some daily sales habits that are essential for you?
Oh, I like looking for problems, I like problems Paul. I like listening to people and identifying their pain points and I like when I find new pain points and I go then and try to learn new things, get new skills that will address those pain points in the future. Because I think the best way to sell or a good way to sell is to develop the skills to constantly adapt to the market, if a new pain point comes up, you're going to be always there on top of it being able to provide new solutions.
All right. Brilliant. So the next one is, what technology is essential for helping you to accelerate your sales?
Well, I am not very experienced in the part of sales technology because I am kind of new to this area, I'm an expert more on the tech side. But I will say, build a content platform that you can have control over. I'm thinking about tech in terms of content platforms. Social media, it's beautiful, you get a lot of exposure, but then an algorithm change can just blow you off and make you invisible so focus on building a platform such as an email list or a podcast over which you have control. If you have social media, you have 1,000 followers but only 10 will see a new post. With a podcast of 1,000 subscribers, 1,000 of them will get the notification that you have published a new episode or the same thing with an email list. 1,000 of them are going to get that email to their inbox so focus on a platform over which you have full control.
Great. Well, we're going to really do these rapid fires to get our listeners back into their day to day. So the next one is your best source of sales tips. So, like you said, you're new to the technology of sales, not podcasting, but what are the sources for you to learn more about sales?
I think networking. People help me to get solutions to challenges I have in order to get more sales, connecting with other professionals in other areas or in other industries, not just inside your industry but other industries, it helps a lot. And also networking helps a lot in terms of referring people to you. I think this is a great tool connecting with other professionals in your industry or related industries.
Brilliant. And the last question is, how do you give back?
Oh, I think this is my pending task, Paul, this is the homework I still need to work on, the thing I need to do, and I'm working on that. I work mainly with health and wellness coaches but now we're trying to give back by creating content that helps people in some health and wellness things they have, particularly mental health. Right now I'm working with a couple of coaches that need to create content so we are supporting them in that effort so they can help people out with the knowledge they have.
It's still something very new but I definitely need to work on that really hard.
Yeah. Well, every step forward is a step in the right direction, as they say. So great to have you on the show David. So as I said earlier, there's some brilliant resources that David has put together so you can go to Audiencecoach.com/resources. He's got a checklist of exactly how to start podcasts, he's got a great content planner there and so many other brilliant resources.
And David practises what he preaches, so he talks about content first and getting content out and that's exactly what David is. And my last thing is, please, the world does need another podcast, it needs another podcast that's got you in it, right? Because there's no other podcasts out there that's got you in it. And if you want someone to help you bring that to life and make a massive change to other people and yourself, like it has for me, please reach out to David. So David, wonderful to have you on the show today.
It's been my pleasure Paul, thank you very much.
Great, thank you. I really enjoyed that interview with David and those tips around research, I think, were absolutely priceless. Look at your key influencers, and it doesn't have to just be for podcasts, right? You can do that for content as well.
But why don't you move learning into action? why don't you go and take an action and then go and let David know about it today? You can contact him through all the links that are in the show notes. Also, as I've said, all the other links that he mentioned will be in there as well. And why don't you go and share with 1, 10 or a 100 of your friends and at work so that you can be their sales hero in their life. And if you want to know if you've got that system to get to your next million dollars in revenue, just go to Paulhigginsmentoring.com/pulse. Please take action to accelerate your sales.
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About David Perez
David Pérez a Podcast Producer and the host of the Audience Coach podcast, a show that helps coaches and entrepreneurs in the health and wellness industry create audiences for their businesses.
David currently lives in Colombia, in a city where summer lasts all year round. He’s the dad of two kids and considers himself a lifelong learner
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