Podcast

111 The Art of Selling to Women with Tanya Pluckrose

Tanya Pluckrose is an expert and thought-leader about attracting and retaining high-value clientele.
She helps business owners who struggle to sell their products and services with her Six-Star Selling System.

Her company, Pluckrose LLC, focuses on innovative ways in creating the right kind of client experience that increases sales, client acquisition, and retention. She is an international best-selling author of The Art of Selling to a Woman.

  • Could not recommend it enough!
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    Listening to Heart Sells Podcast has felt like meeting a soulmate! That initial excitement of knowing this is exactly what you’ve been looking for, the peace of feeling completely understood and that burst of energy from knowing that anything is possible! Every episode has been chock full of awesome nuggets and beautiful reminders. The combination of incredibly successful powerhouses sharing their journey, practical and applicable tools and Christine’s heartfelt and authentic approach and energy, is an incredible gift for all heart-centered entrepreneurs!

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    January 19, 2019 by WalkingInside from Canada

    Loved the interview! Dondi has a great way of reminding us that we get to choose the lesson in our experiences.

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    I just started listening to Christine's podcast and the content is amazing! Can't wait for the next episdoe.

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    Love this podcast! The lifeblood of any business is sales and Christine does an amazing job of making sales something you'll fall in love with instead of dread. These podcasts are short and get staright to the point, filling you with both the knowledge and motivation to go out and bring in lots more money to your business by selling from your heart. If you want to bury the notion that sales is sleazy or avoid "gurus" who make sales sleazy and instead learn to how to sell in a way that is heart-centered, easy, win-win, and non-pushy, then look no further... you have found the right podcast!

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    December 17, 2018 by JanineFQ from United States

    Great show about creating a business with heart. If you think it, you can achieve it and Christine show you how to use your heart and mind to find success. I'll listen again.

  • Loved the JLD Interview
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    Wow, what a great interview with JLD. Christine your energy is great and I look forward to listening to your other episodes. Well done! BTW I love the title so much!

  • Follow your heart!
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    ... and your mindset will take it from there. Yogi Berra once said "90% of the game is half mental." With your heart and mind aligned (like planets) you'll be amazed at what you can accomplish. Subsribe, listen and start selling!

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    These are wonderful interviews with successful entrepreneurs, (including the Queen of Sales Mindset, host Christine)......who share how they began, what their difficulties were, and the sales mindsets & strategies they used to get to their top. If you've ever had that icky feeling when it come to 'selling' you or your stuff....get some great inspiration here of not only how to sell, but how to think.

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  • You had me at "hi gorgeous!"
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    Wonderful energy and such valuable insight! Thank you, Christine!

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    Christine does such an incredible job of helping her listeners to find their way with selling with love, from the heart. Her guests offer so much value—looking forward to more interviews!

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  • We need more of this...
    December 7, 2018 by Stu Schaefer from United States

    I'm an entrepreneur and I sell every day of my life. It's easy to neglect the heart side of things, but I think it's important to balance that since we're all humans on the same team. Christine does a great job providing really valuable insights!

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Resources in this Episode

The Art of Selling to a Woman by Tanya Pluckrose

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3 Key Points:

  • You never let a customer get off with a sour taste in their mouth, because of a service failure. You went all out to recover the customer, especially based on the value they were bringing.
  • Always include all the decision makers, even though you think one person might not be a decision maker, if they are sitting on the table or at the table, they have to be included.
  • Don’t ever wait to the end to send your client a thank you gift, do it in between. Because that way you stand out, you are going building that relationship with your client.

Show Notes:

[08:02] Everyone, whatever career you’re in right now, you’re always be prepared for your next career. I had been prepared for my next career.

[11:19] Get everybody into the boat. Like make sure you serve everybody, you don’t leave anybody out.

[17:17] The biggest challenge for women is that they don’t believe in themselves. They can stay it but they don’t have that knowing inside that, that very deep-seated knowing all of their gifts and talents.

[18:16] The worthy work, and getting down to it and really believing in yourself and what you produce. Then when you said there’s no, you don’t vacillate for a moment, because you know it inside.

[20:03] Even if you’re working one on one with someone, make sure you have a client experience attached to that. Don’t just tell them your product or service, you need to have a client experience.

[20:54] Even if your client stop working with you, they will remember how you made them feel and they will be doing your marketing 10 more clients to you.

[21:30] Women are emotionally orientated and women are great caretakers. They always care-taking for other people.

[22:02] Men believe that they don’t mind paying for a product or service. But they are also seeing the value in experience as well on top of that, but also that experience.

[23:22] If the person is generally happy, and there’s something on the way that’s in the way, it’s easier to get rid of that challenge than when the person is not in that happy state.

Transcript:

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Christine Schlonski [0:02]
Hi Gorgeous. This is episode number 111 with the amazing sales-pro, Tanya Pluckrose.

Tanya Pluckrose [0:10]
Hi, this is Tanya Pluckrose, you are listening to Heart Sells! Podcast with Christine Schlonski. Enjoy.

Christine Schlonski [0:17]
I’m so excited about today’s guest because we have a very special topic, we are going to cover the art of selling to women. You might be asking yourself, “Oh, really? Is there a difference?” Yes, there is. And therefore I have the expert and thought leader Tanya Pluckrose for you on Heart Sells! Podcast. She is all about attracting and retaining high-value clientele. She helps business owners who struggle to sell their products and services with her Six-Star Selling System. Her company focuses on innovative ways and creating the right kind of client experience that increases sales, client acquisition, and retention. She is an international best selling author of, The Art of Selling to a Woman. I’m so super excited to have her on to dive into that topic, so you can learn from her and be inspired by her. Before we hop on, make sure you have subscribed to Heart Sells! Podcast. Please leave a rating and review on iTunes or Stitcher and share the love. So if you want to hop on over to https://christineschlonski.com/ the only thing you need to do is find the podcast tab and there you have all the podcasts at your fingertips with all the transcripts, show notes, key points and obviously the wonderful resources we are sharing. Looking forward to the interview with Tanya Pluckrose. So let’s welcome her. Welcome, Tanya.

Tanya Pluckrose [1:55]
Oh, thank you, Christine. It’s so good to be here.

Christine Schlonski [1:59]
Yes, I am so excited to speak to you today because you have such a big mission of how to sell to women. I think so many people on this planet, just don’t know how to do this. They’re not aware of all these amazing and important facts, that if you, for example, buy a house or make important purchasing decisions, and you are in a relationship, it’s usually the woman who decides, and I find this very, very interesting. When I learned that at first, I was like, “Oh, really?”, and then when I thought about it, I was like, “Yeah, that’s true.” So I would love to dive into that. And also, what brought you onto that path that you are from all the opportunities in this word shows to teach people on this important point.

Tanya Pluckrose [3:03]
Okay, well, Christine, let me start with how I actually did get started and then that will parlay into, it will parlay into the reason why I am so passionate about this mission. So around about four years ago, I immigrated to America. Prior to immigrating here, I used to work for a world-renowned airline called Qantas Airlines, over 21 years. So I traveled the world and really mastered the art of exceptional customer service. Because Qantas really does have a wonderful reputation in the marketplace for delivering a great client experience to anyone and everyone on any flight to any destination. I remember arriving here and my husband wanted to buy me a car, we needed a sec, another car for the family because here in LA the public transport isn’t that great. So he said, “Come on, darling. Let me buy you with a premium brand of car.”, and I’ve always wanted the BMW. And of course, European style cars in Australia, how expensive because of the import tax. So when I arrived there, and I’ll say half the price, so off we went, within a month of me arriving at the local BMW dealership to purchase this car, and we were greeted not by a salesman but a saleswoman. And just to let your listeners know, I was relieved, like, “Yeah, she’s a woman. She’s gonna get me. She actually not gonna rip us off. I know, she isn’t. I mean, hey, we’re women, we can do it together, we’ll look after each other. I know we will.” This was my thought. Then she started to sell the car. She kept on selling the car to my husband, she would say, “Now, Mr. Book, what color would you like? And is it an SUV? Or is it a sedan? And how fast you want it? And is it four-door, two-door?”, and she continually would sell it. So we walk away, and I’d go, and my husband says, “What you think?”, and I go, “I don’t know, honey, I don’t know.” I couldn’t make up my mind. Well, by the third week, I couldn’t sign the dotted line. And I kept thinking, What is it about her?”, and then she even offered him a test drive and not me. I was getting so mad inside. And I kept saying, “I’m suspicious of it”, and I keep thinking to myself, “She fancies you. I really know.” Total, we just got married. And look at her, she’s all over you but not me. In the end, we surrendered that deal. Because I said, “I don’t want to buy on this dealership, I don’t care. I would rather drive 20 miles away to purchase this car and buy.” So we did, we surrendered because of women, of course with the newly married I got my way we went elsewhere. But after that experience and a couple of others, I realized there’s something not right here, “Hang on. Actually, she doesn’t know how to sell to a woman. She spent the entire process selling to him. Why? Because she had obviously learned all about selling cars by those internal training programs that I believe are designed by men, for men, but not were designed by women, for women to sell to women.” There was the gap and I realized that actually there were many companies out there that were learning how to sell from these textbooks for men. But no one had written books by women to sell to woman and woman, I believe in my opinion requires a different approach to setting compared to a man. So then I started up my own business. As soon as I arrived in this country, within a month, within a year, I started my own company. I decided I found out that I too hated sales. I found it hard to pick up the phone. I realized that I actually at that time became very compassionate towards that woman. Because she too didn’t understand. I hadn’t mastered the art of selling and she was following a template according to a large automotive, a large company, the BMW plus also the automotive industry, the boys club way of selling. So then I thought, “Right, I’m going to do something about”, then I did a lot of research. I came up with my own template for selling to women based on my 21 years of experience. I didn’t realize that everyone, whatever career you’re in right now, you’re always be prepared for your next career. I had been prepared for my next career, which was how to sell, the master the art of selling especially to women with the template that Qantas has given me and Qantas gave me the key because they continually made a profit every year, a billion-dollar off. Because they always invested in three key areas with appearance, approach, and accountability. So appearance is all about the way you groomed yourself, the appearance of the aircraft inside and outside. Their approach, the way they upskilled us every single year to really understand and deliver on the customer journey. For safety, 14 and a half hours, they just showed us how to show up when it came to the welcome, the farewell and everything else in between. How to have those divine conversation, how to surprise and delight. Anticipate the unexpressed needs of your customers. How nothing was too much trouble. And then the accountability part was the final one. How if something went wrong like you never let a customer get off with a sour taste in their mouth, because of a service failure. You went all out to recover the customer, especially based on the value they were bringing to the airline. Someone I bought a first-class ticket, you actually didn’t actually recover them in flight, the recovery began the moment they touched down in the final destination. That’s when the whole operation went all out to recover the customer. So I learned that, that was the template. That was the client experience. And if every company incorporated that into the business plan, they would succeed in sale. And then, of course, I also learned about the processes and the methodology of selling. But that is my template when I go out and work with these companies. We look at those three key areas and make changes and adjustment.

Christine Schlonski [10:35]
Yeah, I love that. And I learned that very early in my sales career, my boss back then, he always described how he lost the big deal in his real estate career that he had before. Where he had a couple, with a son that was about to graduate from college. He didn’t really warm up with the son. He had a really good conversation with the parents and they were ready to move forward. Then the son stepped in and kind of smashed the deal by saying, “Well, don’t you want to sleep over it? I’m not sure and I’m about to move out. And you promised me a new car”, and like this conversation and he said he learned that moment on, its to get everybody into the boat. Like make sure you serve everybody, you don’t leave anybody out and if they have a dog, give the dog a bone. Obviously, the lady was trying to sell that BMW totally missed on the power of two people showing up and thought the person she thought had the decision making power, and totally missed to ask the question, ‘Who the car was for?’ You didn’t mention it. From the way you described it, I didn’t know that was

Tanya Pluckrose [11:59]
And my husband has even told here in the beginning, “I’m here to purchase the car for my wife.”

Christine Schlonski [12:04]
Wow.

Tanya Pluckrose [12:05]
She didn’t listen because she was so institutionalized by the automotive industry to you sell the car to him. She was stereotyping, she walked in, he’s cashed up. He’s going to purchase the car, but little did she know that I’d left Qantas with a beautiful package and a beautiful handshake, a juicy handshake after 21 years. And it was that has the money as well to purchase it and make a contribution. But there you go. It was just that, but I thank her now because, wow, she really gave me my mission, she really — my mission for going out now to service, to not only help women’s dealt to other women, but also help men sell to women as well with my template.

Christine Schlonski [13:12]
Yeah, that’s so lovely. And I think it’s such a beautiful task and in such a wonderful lesson to have learned, because it did put yourself on a mission. And also, I think for the listener, it’s such a beautiful example to understand, like whatever they are doing in their businesses, with their services and products. Always include all the decision-makers, even though you think one person might not be a decision-maker, if they are sitting on the table or at the table, they have to be included. That’s wonderful. I love how you bring to the table the customer experience.

Tanya Pluckrose [13:59]
Yeah, it’s so important.

Christine Schlonski [14:01]
Yes, because that is where that sour chase that comes from so often when we want to purchase something and we’re not treated in the right way. We are not having a good customer experience. I think that is also a big part. Maybe even the biggest part of all the people who love what they do, but they’re fearful of selling because they are fearful of coming across pushy or sleazy or salesy because he had that customer experience that wasn’t good for them. So they don’t want to be like those people, those salespeople.

Tanya Pluckrose [14:41]
Correct.

Christine Schlonski [14:42]
This is wonderful. So may I ask you like what was the very first thing you ever sold in your life?

Tanya Pluckrose [14:55]
I would take one like growing up. I think growing up in South Africa with my twin sister, we would often sell our lollies. We call them lollies in Australia, are sweet. We bargain with those in our pocket money, “Oh, you’ve got two toffee bars left here. It’s a dollar for both.” So that’s how it’s done.

Christine Schlonski [15:18]
That sounds cool.

Tanya Pluckrose [15:18]
I was very lucky I had a twin sister growing up. So we were best friends. We did everything together. So that was our way of interacting in the big world because we had had each other and that was the most important thing before compared to our friends.

Christine Schlonski [15:22]
So you do have set entrepreneurial blood in you?

Tanya Pluckrose [15:45]
Yes. Very much, very much. I didn’t think so though, working for the airline for 21 years. But then when I was doing that, I’d always look at people running their own companies, not CEOs of companies, I felt sorry for those in the air, because they were very stressed. They didn’t look like they were enjoying themselves. But I always admired those people who were, when I would have conversations with people who were running their own companies, doing seminars all over the world, I used to be doing that, I’d love to be doing that. And I used to be a manager. And I used to be the lady who would lead a big team of 20 cabin crew on the eighth, I was the chief flight attendant. I always have to give a briefing for every step done and read them up and get them excited about inspiring them to go all out and deliver an exceptional client experience all those 14 and a half hours. I’d always come up with different themes to motivate them. That’s when I always knew this is what I really want to do. But on a much bigger platform.

Christine Schlonski [17:02]
Yeah. Well, you set out to touch so many people’s life. And that’s so exciting. And I love that conversation. So what do you think is the biggest challenge when selling to women?

Tanya Pluckrose [17:17]
The biggest challenge, I believe, is that they find it. They don’t believe in themselves. I believe haven’t made peace themselves. So they don’t feel they’re worthy of asking for that price. They can stay it but they don’t have that knowing inside that, that very deep-seated knowing all of their gifts and talents. They think, “Oh, well, here’s my service”, and they just say the number but the number doesn’t come within, it comes with a tongue. And then, of course, the actual client can feel them, the congruency can feel that there’s something missing here. That person doesn’t believe in what they’ve got in their products and services. They don’t believe it. I feel it’s the inner work by doing that work, the work. The worthy work, and getting down to it and really believing in yourself and what you produce. Then when you said there’s no, you don’t vacillate for a moment, because you know it inside. So that’s what I feel is the missing piece.

Christine Schlonski [18:36]
Yeah, yeah. And that’s so interesting that you say that because I see it the same way. So many people, I mean, every intelligent person can see that’s my package, it’s 10K. But then there is a difference and how you back it up, if you back it up with every single cell in your body. Or if you just say it and there’s not really an emotion attached, or maybe even you’re changing your voice or your body language, and then all of a sudden, your client will feel something that’s been off. I would love to dive into that more. And I’m so happy that we do have a second interview setup. Time just lies. So let people know where they can find you.

Tanya Pluckrose [19:27]
Okay, so I’ve got a website and it’s easy to remember. So, you know, https://www.tanyapluckrose.com/. And you can find me there. And I’ve got all my details there. And I’d be delighted to support people with not only the art of selling, which is some of them haven’t been able to comfortable having those enrollment conversations. But I love to work with people also, even if you are a single entrepreneur, to also show them about the client experience. Even if you’re working one on one with someone, make sure you have a client experience attached to that. Don’t just tell them your product or service, you need to have a client experience. And that involves those three key areas. Because you can get up on on the phone and you know, or zoom call for your hour have your coaching. But what did you do before? And what did you do after to check in with your client before the next call? Have you surprised and delighted your client over those three months by sending them a token of appreciation? Don’t ever wait to the end to send your client a thank you gift, do it in between. Because that way you stand out, you are going building that relationship with your client. And even if they stop working with you, they will remember how you made them feel. And they will be doing your marketing 10 more clients to you. So that’s what I was, I love to do is not just the processes but the experience. Let’s look at the experience on top of your packages.

Christine Schlonski [21:12]
Yeah, let’s have a look at that as well. And one last question to kind of finish off this interview. Do you feel that it’s more important for women that in the client experience that they feel amazing than for men?

Tanya Pluckrose [21:30]
I do because women are emotionally orientated and women are great caretakers. They are always care-taking for other people. For someone else to step in, and shower them in some, some TLC, some tender loving care. I believe women really love that. They find it very hard to give themselves. With that being said, men now are suddenly realizing that they too, many men also love that now. Men believe that they don’t mind paying for a product or service. But they are also seeing the value in experience as well on top of that, but also that experience. It’s the wife when she’s happy, he’s happy. So you might as well get the experience to him, when he’ll come home and say, “Oh, can you believe what this company just did for me?”, and she’ll go, “Oh, isn’t?” So she’s the one who often champions the non and celebrates. And he’s beginning to go, “Oh, I love this as well. You’re right.”

Christine Schlonski [22:42]
Yeah. There is a saying, I don’t know where that comes from. And I heard it once and had to smile. It’s like, “Happy wife. Happy life.”

Tanya Pluckrose [22:53]
I hadn’t heard that.

Christine Schlonski [22:54]
Yeah, I hadn’t heard that before, either. But that might be something to keep it in your mind to when you do customer service or customer experience that, if everybody’s happy, then it’s so much easier for you and your business to grow, to get your message and to gift out in the world. And it makes everything easier. Selling, serving, dealing with complaints if there are any. Because if the person is generally happy, and there’s something on the way that’s in the way, it’s easier to get rid of that challenge than when the person is not in that happy state.

Tanya Pluckrose [23:37]
Correct, Very much so. Yeah.

Christine Schlonski [23:39]
Oh, wonderful. I love this, Tanya. This is a golden nuggets everywhere. So I’m so looking forward to our next interview. Thank you so much for having been on Heart Sells! and talk to you soon.

Tanya Pluckrose [23:54]
Okay, thank you, Christine. Bye for now.

Christine Schlonski [23:57]
Well, I really enjoyed my conversation with Tanya and I so feel with her when she was about to buy her new car and then it did not work out the way she thought it would. So if you are having a sales process and onboarding process, a process where you set up your clients to have a conversation with you, have a look at that process. That’s my little challenge to you within the next days, this week, so to speak. Really experience your own offers. How would you react if you were a man or a woman buying your services and product? How would you feel and maybe what needs to be changed in your marketing, in your approach so that both women and men feel amazing in the sales process and really, really get that value out of the sales experience? Thank you so much for being here. hop on over to https://christineschlonski.com/ for the show notes, the transcript, the key points, and all the resources, as well as all of Tanya’s social media handles. It’s just one click away. And yeah, make sure you subscribe, and you share the love for Heart Sells! Podcast. Let’s make this a movement of heart sellers deeply caring for their clients delivering amazing, amazing value, being authentic and true and just having fun in this wonderful world. Thank you so much for tuning in. Have a wonderful day. And I’m saying bye for now.

 

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