How to Make More Sales with Anna Payne

EP007: How to create an easy yes offer that leads to bigger sales

In this episode, you'll learn how to create a simple "easy yes" offer that can reduce buyer friction, build trust quickly, and become a natural bridge into your higher-value programmes, packages and consultancy. Episode summary If you're selling a higher-value programme, package or service, your buyers often need a smaller first step before they're ready to say yes to the main thing. Without one, you're likely leaving money on the table. In this episode, Anna breaks down the "easy yes" offer: what it is, the two formats that work right now, real examples from her own business, and the pitfalls to avoid.  Key takeaways * Buyers need to feel both desire AND safety to buy.  * The bigger the price, the bigger the need for safety and trust. * Good selling = removing friction (practical and emotional) from the buying process. * Two formats work best for this type of entry level offer to lead to upsells.  * Use the Person / Problem / Promise framework to avoid vague offers like "an hour of my time." * Keep the scope contained: high value for the client, low lift for you. * The bridge supports your main offer, it doesn't replace it. * Some buyers don't need a bridge. Keep your main offer visible at all times. Episode outline / timestamps 00:00 – Welcome + why an easy yes offer creates sales momentum 01:30 – Why buyers need to feel safe before they invest 02:30 – Sales is about removing friction (practical + emotional) 04:00 – What an easy yes offer actually is 04:30 – Type 1: The diagnostic (audit, review, focus session) 06:00 – Type 2: Small discrete value (workshop, half day, focused session) 08:00 – Anna's £99 WhatsApp coaching hour + the conversion data 10:30 – The 2021 Instagram Power Hours story (£4k+ revenue) 13:30 – The membership data: 60% bought something bigger within 12 months 13:30 – How to make your offer specific and valuable 15:00 – Pitfall 1: Too vague 16:30 – Pitfall 2: Priced so low it drains your energy 18:00 – Pitfall 3: Giving so much you negate the main offer 19:00 – Pitfall 4: Hiding from your main offer + forgetting follow-up 19:30 – Why your main offer must stay visible 20:30 – Your action: review or create your easy yes offer Links + resources * Join the Summer Sales Sprint (30 days to bring more money into your business in June): https://www.annapayne.online/everything [https://www.annapayne.online/everything] * Book a £99 async coaching hour with Anna: https://www.annapayne.online/everything [https://www.annapayne.online/everything] * Want to see your greatest opportunities to increase sales? https://www.annapayne.online/quiz [https://www.annapayne.online/quiz] * Join us for 30 days of free online networking: https://www.annapayne.online/networking [https://www.annapayne.online/networking] * Download your free leads tracker: https://www.annapayne.online/tracker [https://www.annapayne.online/tracker] * Book a free 15-minute sales game plan call: https://calendly.com/annapaynecall/introduction [https://calendly.com/annapaynecall/introduction] * See everything Anna offers: https://www.annapayne.online/everything [https://www.annapayne.online/everything] Meet your host Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship. She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams. Anna is also the author of the number one bestseller *Everything You've Been Taught About Sales is Wrong (Probably) and a keynote speaker on sales and entrepreneurship. Subscribe / Follow * Apple Podcasts: https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587 [https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587] * Spotify: https://open.spotify.com/show/5RMn940JibdhqMWeQo73To [https://open.spotify.com/show/5RMn940JibdhqMWeQo73To] * YouTube: https://www.youtube.com/@HowToMakeMoreSales [https://www.youtube.com/@HowToMakeMoreSales]

EP006: Sales First™: The 30-minute sales habit that will change your business

In this episode, you’ll learn the Sales First method™: a 30-minute daily routine that builds sales fitness and helps you create sales almost every working day. Episode summary What if you could make sales nearly every day in just 30 minutes? In Episode 6, Anna shares Sales First™, the simple daily practice she’s used to make sales on roughly 99% of her working days for years. She introduces “sales fitness” (a riff on the NHS guideline of 150 minutes of activity a week, applied to sales), explains why “roller coaster revenue” happens to almost every solopreneur, and walks you through exactly how to structure a 30-minute Sales First block: when to do it, what counts, and what doesn’t. You’ll also get a practical 30-day challenge, two formats to choose from depending on how you work best, and Anna’s honest take on what to expect in weeks one and two when resistance kicks in. Key takeaways * Sales fitness comes from consistency, not heroic effort: 30 minutes a day, five days a week. * Roller coaster revenue happens when sales activity stops the moment you get busy with delivery. * Attention is more limited than time, and where you direct it predicts your results. * Sales First™ works because it gets income-generating activity done before the day pulls you elsewhere. * The filter is simple: will this task directly generate income in the next 30 (or 60–90) days? * Choose your format: one focused activity per day (Option A) or split focus across three tasks (Option B). * Commit to the activity, not the outcome, and use the 80/20 rule when life gets in the way. Episode outline / timestamps 00:00 – Welcome + introducing sales fitness 01:12 – The roller coaster revenue problem 02:55 – Anna’s recruitment-days lesson: protected core sales time 04:46 – Two strategies that changed everything: recurring revenue + Sales First™ 05:53 – Attention as your most valuable resource 07:30 – Step 1: book the recurring appointment, make it non-negotiable 09:39 – The Sales First™ filter: direct income-generating activity only 10:42 – Option A vs Option B: single focus or split focus 12:50 – Your leads tracker as a working document 14:00 – The 30-day Sales First challenge 14:33 – Week 1: expect resistance 15:48 – Week 2: momentum, evidence and confidence 16:55 – The 80/20 rule (and avoiding all-or-nothing thinking) 17:48 – Habit-stacking examples 19:23 – Your actions from today + closing Links + Resources: * Want to see your greatest opportunities to increase sales? https://www.annapayne.online/quiz [https://www.annapayne.online/quiz] * Join us for 30 days of free online networking? https://www.annapayne.online/networking [https://www.annapayne.online/networking] * Download your free leads tracker https://www.annapayne.online/tracker [https://www.annapayne.online/tracker] * Book a free 15 minute sales game plan call with Anna https://calendly.com/annapaynecall/introduction [https://calendly.com/annapaynecall/introduction] * Buy my best-selling book on sales here [https://amzn.to/4u9fJy9] * See a complete list of ALL the FREE and paid ways I can support you with sales https://www.annapayne.online/everything [https://www.annapayne.online/everything] Meet Your Host: Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship. She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams. Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship. Website: https://www.annapayne.online/everything [https://www.annapayne.online/everything] Subscribe / Follow: * Apple Podcasts: https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587 [https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587] * Spotify: https://open.spotify.com/show/5RMn940JibdhqMWeQo73To\ [https://open.spotify.com/show/5RMn940JibdhqMWeQo73To\] * YouTube: https://www.youtube.com/@HowToMakeMoreSales [https://www.youtube.com/@HowToMakeMoreSales]

EP005: How to talk about what you do so people listen AND want to know more

Do you ever find yourself rambling when someone asks, “So, what do you do?” In this episode, Anna shares a simple formula to help you explain your work in a way that feels natural, clear and outcome-focused—so the right people pay attention, remember you, and want to know more. Episode summary Most people lead with their process, package or deliverables. But people don’t buy the process: they buy the destination. Anna shows you how to lead with who you help + the result you create + why it matters, then back it up with frameworks and “stress tests” to make your message simple, memorable and easy to repeat across networking, content, bios, websites and sales conversations. Key takeaways * Clarity sells: people must quickly understand who you help and what you help them achieve. * Keep it client-centred (not “about you” or your methodology first). * Lead with outcomes/destination, then share the “how” later. * Use the formula: I help X achieve Y so they can A (now) and B (later). * Run your message through stress tests (simple enough for an 8-year-old; uses your client’s real language). * Choose aspirational language that attracts action-takers, not “stuck” identity labels. * Once it’s clear, use it everywhere and repeat it more than you think you need to. Episode outline / timestamps 00:08 – Why this matters (and why it’s trickier than it sounds) 01:22 – Principle #1: make it instantly clear who you help + what you do 02:44 – Repeatability: why you must say it over and over 03:09 – Common pitfalls: vague, too rehearsed, too broad, too process-led 05:18 – People buy the destination, not the journey (holiday analogy) 09:37 – The core formula: “I help X achieve Y so they can A + B” 11:33 – Person / Problem / Promise lens 13:06 – Stress tests: the 8-year-old test + “coffee shop” language test 14:46 – Lead with aspiration (not stuck/overwhelmed language) 18:01 – Where to use your message (bios, content, website, events, calls) 18:29 – Action: draft yours, say it out loud, simplify, then use it Links + resources Quiz: https://www.annapayne.online/quiz [https://www.annapayne.online/quiz] Networking (30 days free): https://www.annapayne.online/networking [https://www.annapayne.online/networking] Leads tracker: https://www.annapayne.online/tracker [https://www.annapayne.online/tracker] Free 15-min call: https://calendly.com/annapaynecall/introduction [https://calendly.com/annapaynecall/introduction] Work with Anna: https://www.annapayne.online/everything [https://www.annapayne.online/everything] Meet your host Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship. She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams. Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (Probably) and a keynote speaker on sales and entrepreneurship. Subscribe / Follow Apple Podcasts: https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587 [https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587] Spotify: https://open.spotify.com/show/5RMn940JibdhqMWeQo73To [https://open.spotify.com/show/5RMn940JibdhqMWeQo73To] YouTube: https://www.youtube.com/@HowToMakeMoreSales [https://www.youtube.com/@HowToMakeMoreSales]

EP004: How to double your sales without more leads or a bigger audience, by using personal outreach (and doing it well)

Personal outreach is one of the fastest ways to create revenue right now. In this episode, Anna breaks down the good, the bad, and why so many people avoid outreach—then shows you how to do it properly so it feels human, protects relationships, and creates sales without needing more followers, more leads, or a bigger audience. Episode summary Many people resist outreach because they associate it with being pushy or “salesy.” Anna’s take: the problem isn’t outreach—it’s how badly it’s often done. She explains why “lighthouse marketing” (posting/emailing/visibility) alone won’t reach all your warm leads, and why “door knocking” (proactively starting conversations) is a core growth strategy right now. The 4Ps of outreach: * Personalisation (no copy/paste) * Point (get to it quickly) * Permission (ask before you pitch) * Professional (protect your reputation—especially if you outsource) Key takeaways * Outreach done with integrity is hard to “get wrong.” * Pipeline comes from consistent opportunity creation. * Lighthouse builds trust, but won’t reach everyone warm/ready. * Door knocking creates momentum and replaces missed sales. * Start with warm contacts (clients, past clients, enquiries, subscribers, engagers). * DMs/WhatsApp often beat email—use what you have. * Aim to start conversations, not close in one message. Outline / timestamps 00:00 Outreach overview + why it matters now 01:17 Lighthouse vs door knocking 04:21 Fear of sounding pushy 08:20 The 4Ps framework 13:47 Who to message + where to message 15:29 Action to take today 17:05 Closing + listener CTA Links * Quiz: https://www.annapayne.online/quiz [https://www.annapayne.online/quiz] * Networking: https://www.annapayne.online/networking [https://www.annapayne.online/networking] * Leads tracker: https://www.annapayne.online/tracker [https://www.annapayne.online/tracker] * Free 15-min call: https://calendly.com/annapaynecall/introduction [https://calendly.com/annapaynecall/introduction] * Work with Anna: https://www.annapayne.online/everything [https://www.annapayne.online/everything] Meet Your Host Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship. She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams. Anna is also the author of the number one bestseller *Everything You’ve Been Taught About Sales is Wrong (Probably)* and a keynote speaker on sales and entrepreneurship. Subscribe / Follow * Apple Podcasts: https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587 [https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587] * Spotify: https://open.spotify.com/show/5RMn940JibdhqMWeQo73To [https://open.spotify.com/show/5RMn940JibdhqMWeQo73To] * YouTube: https://www.youtube.com/@HowToMakeMoreSales [https://www.youtube.com/@HowToMakeMoreSales]

EP003: How to have better sales calls that convert, without ever feeling pushy

In this episode, I share twelve simple actions you can take before, during, and after your sales calls to increase conversions, save time, and keep the process feeling both professional and human (no scripts, no pressure or awkward tactics!) Episode summary: Sales calls get a bad reputation for a reason: they can feel awkward, draining, and inefficient, especially when you find you’re speaking to the wrong people, over-delivering free consultancy off they just don't convert as well as you'd like. In this episode, Anna walks you through 12 practical opportunities to improve your sales call process from end to end. You’ll learn how to reduce friction, lead the call with confidence, ask better questions, present your offer clearly, and follow up in a way that supports a decision, without ever feeling pushy. Key takeaways (3–7 bullets) * A booked call isn’t the goal—the goal is helping a prospective client make a clear decision. * Many sales can be closed faster in the DMs; insisting on a call can kill momentum. * Reduce friction: make booking easy, qualify people up front, and show up prepared. * Lead the call: set the scene, ask better questions, listen actively, and reflect the “gap.” * Don’t turn a sales call into free consultancy—focus on clarity and outcomes. * Ask permission to sell and keep your offer simple and relevant. * Follow-up isn’t chasing—it’s supporting a decision as part of a professional process. Episode outline / timestamps 00:00 – Why sales calls can feel awkward 00:45 – What you’ll learn: 12 improvements before/during/after 01:10 – (1) Decide if a call is even needed (DMs vs calls) 04:10 – Example: how hidden pricing + extra steps lose ready buyers 07:10 – (2) Make it easy to book (Calendly) 08:10 – (3) Qualify people up front 10:10 – Bonus: 5–10 minute pre-call reset 11:10 – (4) Keep calls short and purposeful 13:20 – (5) Be the leader (set the scene) 15:10 – (6) Ask better questions + listen 17:10 – (7) Define the gap 18:30 – (8) Ask permission to sell + present the offer 20:10 – (9) Invite questions (don’t panic/discount/overpromise) 23:00 – (10) Follow up immediately 24:00 – (11) Follow up to a clear yes/no 26:00 – (12) Track your data 27:30 – Free resource: Sales Strategy Scorecard quiz: https://www.annapayne.online/quiz [https://www.annapayne.online/quiz] Links + Resources: * Want to see your greatest opportunities to increase sales? https://www.annapayne.online/quiz [https://www.annapayne.online/quiz] * Join us for 30 days of free online networking? https://www.annapayne.online/networking [https://www.annapayne.online/networking] * Download your free leads tracker https://www.annapayne.online/tracker [https://www.annapayne.online/tracker] * Book a free 15 minute sales game plan call with Anna https://calendly.com/annapaynecall/introduction [https://calendly.com/annapaynecall/introduction] * Buy my best-selling book on sales here [https://amzn.to/4u9fJy9] * See a complete list of ALL the FREE and paid ways I can support you with sales https://www.annapayne.online/everything [https://www.annapayne.online/everything] Meet Your Host: Anna Payne is a sales and business growth expert with almost three decades of experience across sales, leadership and entrepreneurship. She has founded and co-founded three successful businesses since 2008, selling and delivering millions of pounds of consultancy and working with clients across five continents, as well as building and leading high-performing teams. Anna is also the author of the number one bestseller Everything You’ve Been Taught About Sales is Wrong (*Probably) and a keynote speaker on sales and entrepreneurship. Website: https://www.annapayne.online/everything [https://www.annapayne.online/everything] Subscribe / Follow: * Apple Podcasts: https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587 [https://podcasts.apple.com/us/podcast/how-to-make-more-sales-with-anna-payne/id1895374587] * Spotify: https://open.spotify.com/show/5RMn940JibdhqMWeQo73To\ [https://open.spotify.com/show/5RMn940JibdhqMWeQo73To\] * YouTube: https://www.youtube.com/@HowToMakeMoreSales [https://www.youtube.com/@HowToMakeMoreSales]