Episode 66: Using Sales Psychology To Make More Sales with Natasha Zoryk

Podcast Information:

• Title: The Abigail Peugh Podcast
• Host: Abigail Peugh
• Guest: Natasha Zoryk
• Release Date: July 22, 2025

Introduction

In Episode 66 of The Abigail Peugh Podcast, host Abigail Peugh welcomes Natasha Zoryk, a seven-figure business mentor, speaker, and the founder of a tech company called Azura. Abigail introduces Natasha as a dynamic entrepreneur who blends untraditional marketing, sales psychology, and humor into her business strategies.

Notable Quote:

"[...] Natasha is low key, the funniest person I've ever met yet. But she's also a seven figure business mentor, a speaker, and she also recently launched her own tech business, which I just think is the coolest thing ever." – Abigail Peugh [00:04]

Natasha’s Journey

Natasha shares her academic background, highlighting her degree in communications and business from university. She recounts her initial foray into the government sector, managing significant promotional campaigns for Canada. However, despite the prestige, Natasha realized the government job wasn't fulfilling her entrepreneurial spirit.

Key Points:

• Education: Graduated in 2019 with a degree in communications and business.
• Career Shift: Transitioned from a government job to entrepreneurship after realizing her true passion lay elsewhere.
• First Business Success: Developed a design and digital marketing agency, landing her first client through a friend's referral, which led to her first $10,000 month.

Notable Quote:

"I hit $10,000 my first month in business and it was mind blowing to me." – Natasha Zoryk [05:36]

Launching Azura: Identifying the Gap

Frustrated with existing communication platforms like Voxer and Slack, which didn't align with her brand's aesthetics and functionality needs, Natasha decided to create her own solution. This led to the inception of Azura in August 2022, officially launching in April 2023.

Key Points:

• Problem Identification: Existing platforms were chaotic and clashed with her brand's identity.
• Solution: Founded Azura to provide a customizable communication platform tailored for coaches, mentors, and creatives.
• Collaboration: Partnered with Miwa and Kira from Identity House to design and develop the app through service swaps.

Notable Quote:

"Azura is the industry's communication platform. It's fully customizable." – Natasha Zoryk [11:11]

Pivoting Business Models: From Masterminds to Tech

Natasha discusses the significant pivot from running high-revenue masterminds to focusing on her tech company, Azura. This transition involved a conscious shift from immediate, high-ticket sales to building a sustainable, recurring revenue model.

Key Points:

• Revenue Change: Experienced a 50% drop in income post-pivot but emphasizes the long-term benefits of building a tech product.
• Strategic Planning: Funded Azura through recurring revenue without dipping into investments, allowing for a smoother transition.
• Personal Growth: The pivot enabled Natasha to enjoy more personal time, aligning her business with her life rather than the other way around.

Notable Quote:

"I allowed myself to just accept that I'm not going to have this instant gratification that things are probably going to look a little different." – Natasha Zoryk [16:00]

Deep Dive into Sales Psychology

Natasha delves into the core of the episode: sales psychology. She outlines the importance of understanding different buyer types to tailor sales approaches effectively, transforming sales from a potentially manipulative act into genuine, loving communication.

Key Points:

• Sales as Communication: Views sales as effective and loving communication, not manipulation.
• Four Buyer Types: Introduces the concept of four buyer types, likening them to the love languages in relationships.
  1. Analytical Buyers: Detail-oriented, require factual information and dislike pressure.
  2. Amiable Buyers: Community-focused, value relationships, and respond well to humor.
  3. Expressive Buyers: Enthusiastic, thrive on personal connection and brand authenticity.
  4. Driver Buyers: Authoritative, results-driven, and responsive to confident and strong marketing.

Notable Quote:

"Sales is just effective and loving communication when done right." – Natasha Zoryk [20:18]

Understanding and Applying Buyer Types

Natasha elaborates on each buyer type, providing strategies to engage and convert them effectively, especially on platforms like Instagram.

1. Analytical Buyers:

   • Characteristics: Risk-averse, need detailed information, dislike feeling pressured.
   • Strategies:
     • Provide clear, concise information with specific details and pricing.
     • Use highlights and pinned posts to make details easily accessible.
     • Avoid overly enthusiastic or pushy sales tactics.

   Quote:

   "Make it so fricking stinking easy to consume the details." – Natasha Zoryk [36:44]

2. Amiable Buyers:

   • Characteristics: Value community and relationships, may be prone to ghosting.
   • Strategies:
     • Build trust through humor and personal connections.
     • Use relatable and engaging content, such as funny reels or interactive stories.
     • Create a safe space for them to express themselves without pressure.

   Quote:

   "If you make yourself showcase the fun synergy and pedestaling the relationships, that's going to attract expressive buyers." – Natasha Zoryk [35:03]

3. Expressive Buyers:

   • Characteristics: Enthusiastic, crave personal connections, active in communities.
   • Strategies:
     • Emphasize personal branding and authentic connections.
     • Share behind-the-scenes content, personal stories, and relatable moments.
     • Foster an engaging and vibrant community atmosphere.

   Quote:

   "Expressive buyers are naturally expressive. They are the ones who are going to be engaging on your stuff, commenting, the ones you're laughing with, who you can say, 'I could probably have a glass of wine with her.'" – Natasha Zoryk [30:43]

4. Driver Buyers:

   • Characteristics: Results-driven, authoritative, respond to confident marketing.
   • Strategies:
     • Highlight achievements, milestones, and transformational stories.
     • Use confident and strong messaging that showcases authority and success.
     • Incorporate humble brags that demonstrate credibility and expertise.

   Quote:

   "Driver buyers often talk about the financials. They own their wins and own it with pride." – Natasha Zoryk [30:26]

Practical Application on Instagram

The discussion moves to actionable strategies for applying sales psychology on Instagram, focusing on content creation tailored to each buyer type.

Key Points:

• Expressive Buyers:

  • Share personal stories, funny moments, and authentic interactions.
  • Example: Abigail’s reel showcasing her husband in an American flag bathing suit to connect humorously with her audience.

• Driver Buyers:

  • Post about business milestones, achievements, and transformational journeys.
  • Emphasize authority and confidence in messaging.

• Analytical Buyers:

  • Use highlights and pinned posts to provide detailed information.
  • Ensure sales processes are straightforward and information is easily accessible.

• Amiable Buyers:

  • Engage through interactive stories and community-focused content.
  • Utilize humor and personal touches to build trust and relationships.

Notable Quote:

"Confusion is the number one conversion killer, especially with analytical buyers." – Natasha Zoryk [45:19]

Conclusion and Future Insights

As the episode wraps up, Abigail and Natasha discuss the importance of tailored marketing strategies and the upcoming in-depth training Natasha will provide to the Rich Girl community. They emphasize the transformative power of understanding sales psychology in building a successful online business that aligns with one’s life.

Final Thoughts:

• Embracing different buyer types can significantly enhance sales effectiveness.
• Building genuine connections leads to sustainable business growth.
• Future episodes will delve deeper into sales psychology, offering more detailed training sessions.

Notable Quote:

"A great marketer will aim to be memorable and imagine being remembered for making people feel good." – Natasha Zoryk [41:46]

Where to Find Natasha Zoryk

• Website: natashazoric.com
• Instagram: @natasha_zoric
• Azura Platform: Azura

Natasha encourages listeners to connect with her through her website or Instagram for mentorship, speaking engagements, and to explore Azura’s features.

Closing Quote:

"If you have any questions or anything, I'm here for you. And it was such a pleasure." – Natasha Zoryk [46:15]

Podcast Host: Abigail Peugh emphasizes the value of integrating sales psychology into everyday business practices, making sales a natural and enjoyable part of the entrepreneurial journey.

Invitation to Listeners: Abigail invites listeners to share their takeaways on Instagram, tagging her at @AbigailPugh, and to stay tuned for future episodes filled with actionable business insights.

Key Takeaways:

• Understand Your Audience: Tailoring sales strategies to different buyer types enhances effectiveness and builds stronger connections.
• Authenticity Matters: Genuine, personable interactions foster trust and loyalty among your community.
• Strategic Pivots: Transitioning business models requires careful planning but can lead to sustainable growth and personal fulfillment.
• Sales Psychology is Powerful: Leveraging psychological insights transforms sales from a transactional process to meaningful communication.

By leveraging Natasha Zoryk’s expertise in sales psychology, listeners can refine their marketing strategies to better align with their audience’s needs, ultimately driving more sales and building a thriving online business that supports their desired lifestyle.