Diane Helbig is an internationally recognized business and leadership development advisor, author, award-winning speaker, and workshop facilitator. As a certified, professional coach and president of Helbig Enterprises, she helps businesses and organizations operate more constructively and profitably.
In her book, Succeed Without Selling, Diane offers a straightforward, common sense and clear guide to the sales process. She provides insights around mindset, process, and practices. Through her podcast, Accelerate Your Business Growth, Diane brings valuable, actionable information to her listeners. Her book, Expert Insights, includes details of ten of the most listened to episodes of this show.
Tell us a little bit about your background and how you ended up writing a book.
I have always worked in small businesses as a leader or sales professional. Throughout my career I’ve watched small business owners make some great, and some terrible decisions. When my father passed away in late 2005, I decided to take all my experience along with lessons I had learned from my father and start my own business. I wanted to help small business owners make decisions that helped them realize success as they defined it. Selling was an area of real struggle for so many of the small business owners I encountered. That struggle is so unnecessary. So, I wrote Succeed Without Selling for them, and for salespeople in general.
What do you hope readers take away from this book?
I hope readers embrace the concept of focusing on discovery instead of selling. I hope they realize that sales isn’t about selling. It’s about matching a solution to a problem. And it’s about trust. When someone seeks to learn they build trust and then if there is an opportunity to help the other person is open to that possibility. On the flip side, when someone is focused on selling, no one wants to talk with them. They fail to get what they seek.
What are the top three tools you are currently using to write, publish, and promote your books?
I used Publishizer to build awareness around the book and to secure a publisher. It’s a great crowdsourcing platform. I also use social media to connect with my audience and share news about the book. I’ve been a guest on several podcasts as well. I find that to be a great way to share my message and expand my reach.
What were the top mistakes you made writing and publishing your book?
I didn’t set deadlines for myself so the writing took much longer than I would have liked. I didn’t have a publishing goal date so there was no urgency for writing. Along with no deadlines was the lack of specific writing time. Without specific times blocked out to write I went weeks without working on the book. I engaged in the Publishizer program after I had completed the book. If I did it again, I would have conducted my campaign while I was writing the book so the length of time between pre-orders and publishing would have been shorter.
When will you consider your book a success?
I already consider my book a success because readers have told me how it has changed the way they sell. My goal was to help anyone engaged in the sales process improve their strategy and their results. That is already happening. My book also received the bronze award for Top Sales Books from Top Sales World. That’s a huge honor.
When you’re curious you’re not assuming everyone, you meet is a potential customer, but just the opposite. You’re wondering how, and if, they fit into your world. Will they be a resource, a sounding board, a mentor, a partner, a client? Or will they be none of these?
Create an outline with chapter titles. You don’t have to end there but it’s a great place to start and keep your thoughts organized. Commit to a writing schedule. Hire an editor or copywriter to follow along with you and help you fine-tune the content. Don’t assume you have to self-publish. Explore your options and choose the one that makes the most sense to you. And lastly, just do it! I think everyone has a story to tell or information to share. And there are people out there interested in learning.
What is the one thing you wish you knew before publishing your first book?
I wish I had known how much work there would be marketing and promoting the book. There is a lot to it and the pandemic made it more complicated. Without being able to do in-person book signings or programs it has taken a lot of time and energy to market and promote the book
Conducting webinars around the topics in the book has been very effective. It allows people to get an idea of what they will learn from reading the book. Also, being a guest on podcasts works well. Using a marketing company that specializes in book marketing has also been tremendously valuable. The marketing company has created and issued a handful of press releases, created and posted social media content, and they’ve helped me create content that helps highlight the book. They’ve provided me with a more professional presence and I’m getting really good engagement. I also decided to do some very short live videos using Streamyard. I called them Succeed Without Selling Salons. I’d talk about a concept in the book or have a conversation with a subject matter expert. Video is always a good marketing technique. And I created a podcast episode where I talked about what readers would learn from the book. I was able to post it the week my book published, and then I shared it on my social media platforms.
If you had the chance to start your career over again what would you do differently?
I’m not sure I’d do anything differently. I truly believe that every experience I’ve had over the years has provided me with knowledge that I use in my business today. I think I’m more valuable to my clients because of those experiences. I can relate to their struggles and challenges.
If you only had $1000 to promote a new book, knowing everything you know now, how would you spend it?
I’d hire a graphic designer to create some collateral I could use. I think it’s important to have professional graphics in your social media posts. I’d also send out a press release about the book when it published. That can build credibility and awareness.
What is your favorite quote?
“Nothing is impossible. The word itself says ‘I’m possible.’
– Audrey Hepburn
Who should we interview next and why?
I love Yonason Goldson. He’s written a couple of books and has been a guest on my podcast. He explores the concepts of ethical affluence and ethical leadership.
How can we get in touch with you?
The best way to get in touch with me is to connect with me on LinkedIn or shoot me an email. You can always visit my website helbigenterprises.com to check out what I’m up to.
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