The Secret to Getting a Steady Stream of Coaching Clients? . . . . Value Proposition
. . . What are you worth?
I’ve been coaching coaches how to develop a powerful, compelling marketing message that has prospects begging to do business with them. Believe me, it’s possible even if you haven’t seen that happen before.
Wouldn’t you like to discover a simple statement that you share with anyone you meet that causes them to start CHASING after you?
Here is your answer.
It’s the value proposition in your marketing message. It’s answering the question, What are you worth?
It isn’t bragging to share what you are worth. It’s simply sharing the value that your clients have achieved, or what that prospect standing in front of you could achieve by working with you. And knowing how to do that effectively.
After they get it right, many coaches tell me that they suddenly see 5-10 times more dollars and clients within the first week, and . . . over time, as they get better at this. Some have seen 100’s of times more.
In fact, one of my business clients, not a coach, went from one client a month to 1,500 a month, and an additional $80,000 a day. But that’s a different story. I took their marketing over myself and ran that.
Let’s evaluate what coaches usually say, in fact, what you are currently saying, and how that works at different levels.
You’ll discover why you are where you are, and become a VERY SUCCESSFUL coach with prospects chasing you.
Your marketing message that tells what you are worth, your value proposition, is one of the most important things you’ll ever develop.
It’s more important than even what you do or say in your coaching. After all, if you don’t have clients clammoring at your door . . . or not very many clients . . . then what you do or say while coaching is much less significant. It all starts by having LOTS of clients, then it’s important that you are a good coach. So, let’s focus where it counts, get you those clients.
If you were running a restaurant and were the best cook in the world, would that matter if you didn’t have anyone coming through the front door?
Or if you were bringing lots of people through the door with the tool I’m going to show you. And they were buying, but you were the worst cook in the world, wouldn’t you be successful anyway. Of course, if you were a good cook it would be EVEN easier to get them streaming in and coming back.
I’m not encouraging you to forget what it takes to be a good coach. But it’s important to recognize that it all starts up front, having clients before you can even become a good coach.
Answering the Question . . . What do you do?
One of the most important things is how you answer the question, “What do you do?” when asked in a networking event, or on the street when you just casually meet someone who doesn’t know you. At least that’s where it starts. Just be careful how you answer the question, it’s misleading. It isn’t what you do that’s important, but the measurable results your clients get that is. That’s the value proposition.
Once you know what to say that will have them jumping into your arms, chasing after you, then we’ll use that exact same message to put into your website, printed materials, business cards,, newspaper ads, or where ever you want to get the word out and have them chasing after you.
The problem is that most coaches have a marketing message that gets a typical response of “Duh, nice to know you.”
In fact, most coaches have not only the marketing message wrong, but their belief about what should happen after they tell someone what they do, or when someone sees your website, or when they hand out a written brochure, or even when they do an introductory session with a client.
The problem is that you are still chasing them.
Imagine for a minute that you are chasing a little mouse around the room. Does he want to be caught? NO. And neither do your clients. That’s the problem. Everyone HATES a salesman, any kind of salesman, even one who has something as valuable as what you have.
But, what happens when you put something out that the mouse sees as so valuable that he can’t wait to get it?
That’s when he stops running and goes for the cheese, right?
So, how do you do that?
Easy when you know how, and you are about to know how.
Marketing Messages from Bad to Great
Let’s start by looking at what most coaches say when asked “What do you do?”
This list starts with a typical response, which is the worst of the worst, and works toward the best of the best. Evaluate what you have been saying based on whether you fit into category 1, 2, 3, or 4.
Using a label usually chases more people away than it ever attracts. The further down this list, each one gets 10’s of times more response than the lower numbers. That’s a HUGE difference by the time you get to number 4, the value.
And that’s the first aha moment.
What Are You Worth? Your Value Proposition
The KEY –
Your prospects will always buy the most valuable thing they can buy for the money they have to spend on it.
Store that away. That’s one of the most valuable things you’ll ever learn about selling coaching to lots more people.
- Your understanding of what you are worth, value proposition
- How much value you show to the prospect
- And finally, what he perceives you are worth
Understanding your value, and passing it along effectively, is the key to them chasing after you instead of you chasing after them. The more value they perceive, the more they want you.
Now, just imagine, what would your business be like IF what you have was perceived like someone who had cancer, and found someone who had the cure for cancer?
How’s that for a perceived value? Your very life depends on you finding that answer, therefore, you would be CHASING someone who you actually believed had the cure for cancer.
In fact, there would be a line outside of their door that led not only down the street and around the block, but would probably be miles long.
So, what would happen if you stopped saying, “I am a coach” and you started laying out a value proposition that was perceived almost as good as “the cure for cancer”?
Now, this isn’t about HYPING up your value. This is about being able to lay out that value to the target market that desperately needs you. Laying that message out in such a way that the value is seen as something they must absolutely have . . . and NOW.
I realize that what you have doesn’t seem anywhere near as important as “the cure for cancer”, and that is very likely your first, and biggest problem.
Until you understand these basic points, you’ll never be able to pass that belief and desire on to your prospects.
- Your Understanding and Beliefs
- Understand what your clients get as their bottom line RESULT . . . not what you do
- Understand your value, what you are worth, in measurable terms . . and that is the VALUE of the RESULTS your clients get
- Believe that you have something SOOO valuable that people should be chasing you
Until you understand those things you’ll never convincingly pass that value on to anyone you meet with.
It starts with your belief before you can pass it on, and especially before you can pass it on with such excitement and desire that your prospects CHASE after you.
It’s time that you stop believing that you have to chase them. They should be chasing you. And, keep reading. You’ll discover how.
Evaluating Your Message, and Your Value Proposition
Let’s take a look at each level of message styles.
I am a coach
- What do you do, action, process
I coach people 2 hours a week
I sell coaching
Business coach – I help grow businesses, I help make more profits
Life Coach – I help people live a better life
- Value of the Benefit
Don’t Use Labels
Using a label is the worst of the worst. But it’s the one most often used when someone asks a coach “What do you do?”
Here are a few.
- I am a coach
- I am a life coach
- I am a business coach
- I am a business trainer
Let’s fall back to the “cure for cancer” approach that had those that are afflicted with cancer CHASING the person who said that. In this case, you might be able to say,
- I am a pharmacist.
That’s a label that might fit. Do you see how far short “I am a pharmacist” falls in comparison to “I have the cure for cancer” when you are standing in front of someone who has cancer?
Or an even more powerful one might be, “I have the cure for YOUR specific type of cancer”. In any case, “I am a pharmacist” doesn’t even come close. Don’t use a label.
As I said above, the key is passing along how much you are worth, your real value. So, how much value does “I am a coach” or “I am a pharmacist” pass along?
If there is value there, it’s in YOUR head not the prospects. Therefore there is NO value passed along. At best, if there is value in the prospects head he may already be looking for a coach, and in that case, you are one of many. Your hat is in the ring with other coaches and that’s about all you can say. There is no value of coaching passed along, nor is YOUR specific value as compared to other coaches passed along.
But, let’s take a look at the VALUE of a coach. What is the value of a coach?
Don’t ever believe that just because YOU KNOW what the value of a coach is that your client does. In fact, very few people even understand what a coach does, or what they would get from any coach, let alone you.
When you assume they know, you are TOTALLY missing the boat. They don’t’ know in general, and they don’t know specifically about you.
Where should we be differentiating ourselves with our value?
Help them understand the value of
- Coaching . . . which could be any coach.
- Your specific type of coaching
- And more specifically YOUR value, why you aren’t just any coach. . . what makes you stand WAY above that crowd.
But, before you go there, follow the rest, because you don’t want to just babble on about everything you know about coaching, types of coaching, or even about you.
That’s another mistakes most coaches make, describing themselves, their products, their services.
It isn’t about you, your products/services, or what you do. It’s about your client, and THE RESULTS he gets and the VALUE OF THOSE RESULTS.
Don’t Tell Them What You Do
The number 2 level, telling them what you do is easy to fall into. In fact, when meeting someone it’s very likely they asked you “What do you do?”
So you simply answer that question as you perceived it.
DON’T DO THAT! It misses the real point, helping them discover what you are really worth.
What would happen in that “cure for cancer” scenario if I said “I mix meds all day long”? Or “I meet people to help them with their ills”. Or “I treat sick people”, or even “I treat people with cancer.” None of that implies any RESULTS, or VALUE OF THOSE RESULTS. It totally misses the point.
Your client only wants to know if you deliver the results HE WANTS, and HOW VALUABLE that would be to him. He doesn’t care how you do it, when you do it, where you do it, what you star process is, what your equipment is, only . . . will it give me what I want when I want it and will it be the best answer of all I have tripped over.
Telling them what you do is about you. And one of our rules is: It isn’t about you, your services, your products, what you do, or how you do it? It’s about THE RESULTS they get and the VALUE OF THOSE RESULTS.
People always buy the most valuable thing they can find. Therefore, make sure you always convey the results they get and the value of those results, not what you do.
- No one cares
- That you are a coach,
- What you do.
- How you do it?
- What your process is, that you’ve got an ABC Whizbang process
- That you coach 2 hours a week
- They only care that they get the results they want, and that the person they are talking with is THE BEST coach, with THE MOST VALUABLE answer, and that they’ll get their results faster.. They could get results from something other than coaching, or with another process. The path to the results doesn’t matter, ONLY that they get the results and the most valuable results
That’s it. That’s the key. RESULTS and the MOST VALUABLE results.
Back to the thought about “having the cure for cancer.” The reason that was such a powerful message is that it talks about RESULTS, and a result that has a value . . . your life depends on it. It can’t be much more valuable than that can it?
So, no one cares what you do. Not until they know that you have THE RESULTS and the MOST VALUABLE results. So talking about what you do is a waste of time.
In each case, each level of types of messages, deals with an assumption. That when you give them a label, or when you tell them what you do, you are assuming that they understand the value that goes along with it. But they don’t.
And neither do you if you are hanging your marketing message on that message.
Now don’t go telling me that you do X, Y, and Z, and EVERYONE should know that value. Even if everyone in the world did perceive that as value, and believe me, most don’t, but even if they did, it’s a very weak message until you can lay a very specific value on the table that GRABS anyone who hears it COMPELLING them to want what you have.
Benefits – Better But Not the Best
You’ve probably heard that you should sell benefits and not features. A feature describes the product. A benefit describes the outcome, the results.
And as I’ve hammered on this subject, its RESULTS that people want, and THE MOST VALUABLE results they can get.
Passing along the benefit of what you do is getting closer, but still not close enough. It’s certainly going to catch a few clients when you start talking benefit
Here are some possible benefits
- A Coach in general – breaking through to new outcomes that haven’t been reachable before working with the coach
- Business coach – Growing a business, helping people become more effective, more efficient, more profitable, more clients. .
- Life coach – Achieving their life’s dreams that they couldn’t do before meeting the coach, improving relationships, helping turn children from bad behaviors into great behaviors
- Career Coach – getting a job when unemployed, getting a better job, getting a promotion, getting a promotion faster, increasing their salary.
The difference between using a label, telling someone what you do is ineffective. But telling them the benefits STARTS to grab attention and pull people in. The difference between benefits and the other two is huge, at least 5-10 times more results faster.
But . . . that’s still not where you want to be.
The VALUE of the Benefit – This is the REAL Answer to Getting Clients Lining Up
This is where you will see SERIOUS leaps forward in results.
The key to a marketing message that literally compels people to jump into your shopping cart is being able to convey value, the more value the more compelling desire. After all, in the “cure for cancer” we talked about earlier, the value was your life and that’s was extremely compelling.
How effectively your marketing message works is determined by the value your prospect perceives. And you are the only one who can raise that perceived value.
How valuable you believe you are determines how much value you can instill into your prospect.
There is a difference between saying that you can grow a business, improve a life, increase an income, improve efficiencies and productivity, and being able to name a specific measurable outcome. That’s the difference between a benefit, and the value of the benefit.
Growing a business, or increasing profits are both benefits. But we have no clue how much. In fact, a vague result doesn’t indicate how much value. It’s missing that last part.
When you tell someone that you improve something, even if you said you improve it a lot, you are not conveying anything significant. If I said I grow businesses, that could be by increasing sales by 5 cents or millions of dollars. No one knows, including your prospect. He may even want to grow his business, but without knowing by how much it just isn’t very compelling. EVERYONE says things like “I’m great.” But how great? Without that last bit of information it’s worthless.
The problem is that most coaches believe THEY ARE GREAT, but even they don’t know how great if they did say that.
And another key point is that most coaches have been taught that telling how great they are is bragging, therefore, frankly, it’s like pulling teeth when I work with a coach and ask how great. He just can’t go there.
But that IS THE KEY. And, if it’s done right, it isn’t bragging, it’s sharing measurable results that you’ve gotten before with your prospects. It’s sharing a story about how much one of your clients grew, and how fast. It’s about that client, not about you. It’s about what they got, not about what you did. It’s about what that person you are talking with right now COULD get just like those other clients. And that’s just plain exciting to share. It’s not bragging.
Therefore, it’s not only easy to share, it’s exciting to share.
Most coaches have, at one time or another, run into the concept of SMART goals. Being able to set your goals according to the following formula becomes extremely effective.
Reachable with a Challenge
When setting goals, you’ll NEVER be able to hit a goal such as “grow your business.” It sounds easy but it almost never works because you can’t hit a vague target, but you can hit a specific target.
Imagine a bulls eye target on the wall. You take a shot and miss the whole target. How do you make significant progress toward improving? You realize that you are 16” to the right and down 12”. So, you carefully move up about 12” and to the left just about 16”, at least as best as you can guess at that.
When you take the next shot, guess what? You are about an inch up (you moved too far, but certainly closer. And you are about an inch to the left, again you moved too far.
You got there by being specific and measurable.
The same thing will happen when we give people our marketing message, telling them what we do. We tell them by telling them who we work with, what they struggle with, and what their measurable outcome will be. That they can buy . . . and, in fact, will be COMPELLED to buy once they know how valuable it is.
So be Specific about who you work with, what they struggle with, and what they will get. Make it measurable, that’s the value they will get.
Attainable, well, that’s a perception. Tell me, what is attainable? Isn’t that a perception of whether you can attain it or not?
So, the question becomes, “Do you shoot for what the prospect BELIEVES is attainable, or for where you want him to be?” Can’t those be totally different?
Let me tell you a story. At one time I made a proposal to speak to a group. The program manager loved what I said I’d show them how to achieve during that speech. But a few days later I got a call from someone on the committee who wanted to hear me speak before allowing me to speak. It just so happened that I was speaking that very week.
He attended my speech, but I noticed him pacing the floor in the back of the room as I spoke. He left within the first 5 minutes.
I called him a few days later, and he was totally upset about something I had said. I had made the statement that IF you get all of these things right, it’s not unusual to have 20% to 30% of a room you are speaking to that will want to meet with you later.
He told me what I said was total B.S. and that he didn’t want me speaking to his group with that kind of B.S.
Because he’s never experienced those kinds of results himself, he believes that it isn’t possible, that it’s hype. Yet, he was one of the decision makers in that group about who will be teaching this group how to be better. Because he can’t do it he’s controlling who gets through the door, and what they teach. The blind leading the blind.
I lost that speaking engagement. But, here’s something you MUST learn. You’ll actually get more people by challenging them to reach further, and you will lose a few at the bottom of the pile that aren’t willing to accept that it can be done.
But that’s OK. Over the long haul, you will get far more people by challenging them, and even more motivated people. You are not losing anything by letting people fall off the bottom.
Don’t make the false assumption that your job is to get THE MOST people. That’s why coaches who say “the whole world needs them” don’t succeed. They water their marketing message down to attract more (but that’s their belief, it isn’t reality).
We want to attract the best of the best, at the top of the pile while letting the bottom of the pile fall out of our way. The bottom of the pile are the ones who won’t buy even if they hear a compelling marketing message. Those who are motivated strongly by your message are at the top of the pile.
This isn’t about telling people what they WANT to hear. As a coach, my job is to challenge people to reach WAY beyond what they may even believe is possible.
Of course, I’ve got to connect with them, and convince them they do want to work with me, so there is a fine line between challenging them to reach further and fitting what they believe is attainable.
Another key concept for your coach marketing:
The more I challenge, the further I challenge, the more excited people get about working with me. The more people I actually get.
And, at the same time
The more I’ll leave some feeling that this is unattainable. And I’ll also be losing more.
In other words, when I lead by challenging their beliefs about what is possible, then I’ll gain more people that want to be challenged, and at the same time will be leaving people who have never experienced such results and who also believe it isn’t possible setting in the dust.
And, 99% of the people have the wrong beliefs about success, or they’d already be there, so, usually it’s those who are the furtherest from success who will tell you that it’s not possible to do what you are already doing.
Don’t water your message down to capture those. They will never buy anyway, and you’ll lose those at the top of the pile that you would capture with a challenging, and compelling message.
Of course, you can go so far as to be totally unbelievable. The idea is to CHALLENGE people to reach. And to be seen as someone who takes people to those almost unbelievable levels. That’s what you want to be seen as. Not someone who helps people become average, even if they are below average.
You are someone who takes people to super performer levels. Establish that vision in the heads of your prospects and they will CHASE after you to get it.
Now, the last SMART value criteria is time based. Be able to tell someone specifically what they will get, how big it is, how valuable it is, and how long it will take to get them there.
When you can show them that as a typical result, then they see something that is so clear, and if it is so valuable that they can’t resist . . . the chase will turn around. You won’t have to chase them. They will chase you. You will have people lined up down the street, around the block.
And, as the word spreads, around the world. It all depends on the message.
Your Typical Value, Minimum Value, and Maximum Value – Box your value in
What are you REALLY worth?
How can we describe it so that it is so clear that no one has ANY doubt whatsoever about your value, and that they just HAVE to have this, and that there is no risk whatsoever?
Typical or Average Results
Let’s start by defining what is typical for your clients. Usually I ask my clients to define what is an AVERAGE result for them. This isn’t an AVERAGE result worldwide that a typical business or individual would get before working with a coach. This isn’t an AVERAGE result that other coaches get, this is an AVERAGE result that you get across all of your clients.
I assume that you are FAR above average for every one of those scenarios. We just want to be able to describe what results you get are typical, and then compare that to where the prospect is right now.
Coaches struggle with this. I hear responses such as, “I might get a lot of different results” or “I work with so many different kinds of clients. I work with one that produces only $1,000 a year, another that produces millions of dollars a year. So, how can I describe an average?”
Well, for one I suggested average because I truly want an average across all of your clients.
But, for another, one of the things we said in the beginning was that it’s important to know who your target market is. Therefore, you may actually want to separate these markets if they are that diverse. After you do that you may end up with a value statement for each of those.
In that case, you may have an average outcome for the $1,000 client. An average outcome for a $100K client, and an average for a multimillion dollar client. At least, for now, I suggest that you define each of these markets differently. You’ll quickly discover they are different in a lot of ways. Trying to talk to them the same way will only prevent ANY of them from listening to you at all.
If you’ve been saying, “I work with any business” or “I work with any individual” that’s definitely one of the reasons people aren’t chasing you and that you are still chasing them without any success.
It’s a struggle to find that average, at least the first time you do it. Once you get the concept it becomes easy.
For business coaches, if your benefit is, “growing businesses”, then how much do you grow that business how fast. Put a number on it. For instance, for a small business market I frequently talk about “growing in steps of $100K within a couple of months”. Is that more compelling than “I am a coach”, or “I grow businesses?”
Sometimes I talk about doubling a business within weeks.
For career coaches, you don’t just help people get a better job, or get a job faster, or get a promotion. When you can tell them EXACTLY what’s likely to happen people will line up for your services. Some of the career coaches I’ve helped have said that they typically help “upper level managers move from under $50K to over $100K within 6 months,” or “get that promotion that increase there income by over 50% within 6 months”
They don’t play games with “I’ll help you get that promotion.”
Would someone hire a career coach “to get a promotion” if they are in a $50K job, and the next promotion is to $55K? No. Show them what you REALLY do, and CHALLENGE them to the level of success that is seriously COMPELLING.
Show them a value that they would spend almost anything to get. That’s how you become a successful coach, not by “helping people with promotions.”
What’s the Minimum You’ve Ever Delivered?
To further develop a boxed-in value statement, let’s define the minimum you’ve ever delivered.
This can be quick tricky, and requires some serious thinking. In fact, we want to be careful with the words we use. We’ll come back to that in a minute.
When it comes to a minimum you’ve ever delivered, I’m quite sure that if you’ve coached for any time at all that you’ve had some complete failures. I have.
But the question becomes who’s fault was it that they failed?
I’ve discovered, in my own practice that the failures were those people who heard what I said, and then said, “I’m different” or “that’s not going to work for me.” Then they didn’t follow through to implement anything.
Those that did follow through succeeded. Those that didn’t follow through didn’t succeed.
Therefore, when I define the minimum anyone has ever achieved, I usually define that as “the least anyone achieved who actually followed through and implemented what we talked about was growing their business at least 50%”. And that’s pretty significant.
So, if I’m talking with a $100K small business, he sees this as at least a $50K increase as long as he does follow through. That puts the failure in his court. And it also makes my fee pretty insignificant against even the lowest return on investment he’s likely to have.
Coaches find it hard to tell what results people usually get because most coaches are VERY HONEST.
In fact, because they believe that saying anything other than REALITY is the reason they feel that they can’t even lay a value on the table. They’d rather not put a value on the table because they have not really thought this through, and they feel they really aren’t in control of the deliverable, the client is.
WRONG! A good coach is in control of what he delivers. In fact, what we are discussing about value is not just about what you tell someone. When you tell them what is typical, what is minimum, or what is maximum, then you darned well better deliver it.
In fact, now that you have made that statement, and promise, you are much more likely to deliver it. Just like the SMART goals, now you have a clear picture what is going to happen with this client, and you’ll not only deliver with this client, but you’ll get better and better.
In fact, once I discovered what my value was, and made sure that I delivered it every time, then I started getting better, faster, bigger results. And now what I say we will deliver is even bigger, better, and faster.
I’m better at this simply because of that statement.
OK, now to Maximum results.
Maximum Results You’ve Ever Delivered
This becomes the real mouth watering statement for your prospects.
Look for THE MAXMUM.
For instance, one of my clients, a very large one, world’s seventh largest freight insurance company at the time, went from one client a month to 1,500 a month, and an additional $80,000 a day. And they told me they’d be happy if I could help them get only one new major client a month.
So, for my multi-million dollar clients that’s the upper end. But I also have a small client story.
This was a Mary Kay Rep, a small MLM. She went from one new client a year to 75 calls within the next 2 weeks, and 10 new clients a week. She’s now the number one sales lady in that city for Mary Kay.
How Do We Use Average, Minimum, and Typical Measurements
It’s a box, tied up with a neat little ribbon that describes EXACTLY what they could buy from you.
People don’t buy something vague. They buy something that has clear value, and the most value they can find
You could say that your clients TYPICALLY get _______ (that’s your average), and that your clients will get AT LEAST _________ if they do follow through (only those that don’t follow through don’t get these results). And you know what? I’ve even had clients who have _________________ (naming your maximum results).
That so clearly paints a picture of what others have gotten, and what is likely for them, that they can’t refuse.
The typical results tells them what is most likely to happen to them.
The low end becomes almost like a guarantee. You aren’t guaranteeing this, but you are painting a picture that IF they do this, they, like others, could get at least this far.
And, since no one really considers themselves average or typical, when you say “And I’ve even had a client who ___________ (naming the maximum), they will look at this as something so enticing. They COULD actually reach that!!!!!
But, I’m going to challenge you to look at that as well. I discovered that I had learned how to move people all of the way to that MAXIMUM result. In fact, what I learned is that I KNOW HOW to get that maximum. And that’s what I actually teach my clients how to do, reach for that maximum.
In reality, it’s their ability to pull this off that determines where they actually end up. If they are great at this they’ll end up somewhere above average, and toward the maximum. If they are a little slower then end up somewhere just below average sliding down toward the minimum.
And, the longer a client stays with me, the further up that ladder he goes toward the maximum.
Now, what are your maximum, average, and minimum results, and values?
What If You Haven’t Gotten Any Results Yet?
Frequently I get a new coach who doesn’t have any results yet. So what do you do then?
Well, what are your goals for your clients?
What value do you want to deliver?
You can’t sell what you don’t have. But you can sell the goals you have for your clients.
In this case, instead of saying what your clients HAVE gotten before, you can ask questions such as, “Would you like to double your business in X weeks?”
Would you like to _____________- in ____________ (timeframe).?
You can follow the same scenario we laid out above, average, minimum, and maximum.
Would you like to __________ (average)? And what would you extremely valuable for you if you got at least _____________. But, on the other hand, if you could reach all of the way to __________, what would that be worth to you?
So, your marketing message doesn’t really change that much from someone who’s already got those results to show for their work.
The format is still.
I work with ___________ (name target market), who struggle with _____________. And, I help my clients _________________ (double, triple, get another $100K,) within ___________ (timeframe).
The idea of a marketing message is “TO GET ATTENTION.” Therefore once you are talking with that target market who is struggling with that specific problem, and if the results you are implying are enticing . . . that person will literally jump at having an opportunity to talk with you further. He may even ask for that meeting.
It’s at that point that you choose your words more carefully. If you haven’t delivered this before, then you help them discover how valuable that would be to (get the average result). How valuable that would be even if they only got this far. Or how EXTREMELY valuable it would be to shoot for the stars.
You may not have the previous results to lay on them, but you can lead with goals while helping them discover why they haven’t gotten there before, and where they COULD end up by working with you.
Choose your words that are appropriate. This isn’t about HYPING (which is lying, and leading with a carrot that you can’t deliver). This is about either laying a value on them that you have delivered consistently, or leading them with some goals to get there.
Sales Vs Marketing
The difference between sales and marketing is: different place in your client flow.
- Marketing is when you reach out to touch someone that doesn’t know you for the first time.
- Goal – get their attention. Get them to WANT to talk with you to discover if this will actually work for them.
- Sales comes right after marketing. This is when you get the opportunity to close the sale.
- Goal – take those that WANT to talk with you, and help them discover that they JUST HAVE to HIRE YOU.
There is yet one other BIG difference between sales and marketing.
In sales you are usually in direct contact, right in front of the person. Therefore, you have the luxury of interaction, of being able to ask questions that open even more doors, and close the original deal, and possibly lots more opportunities.
In marketing, the ideal way is when you are reaching out to MANY who don’t know you. You want to get their attention so that they come to you so they can discover what you can really do for them. They are already INTERESTED or they wouldn’t have responded to your marketing. And they are wondering,
- Can I get the solution I want from this person?
- Will it actually work in my case?
- Can I get the most valuable results? More valuable than any of the other options I have?
- “How credible and reliable is he. Can I trust him that he’ll deliver the way he says he’ll deliver?
- Is it really worth what it costs?
- What do you have that I don’t already know, or don’t have?
One of the biggest mistakes most coaches make is that they use the sales meeting to give a sales pitch, to tell everything they know about their products.
Sometimes that telling goes through any one of those 4 levels we’ve talked about. We know that the first two don’t work at all. Then each level further along gets better.
That works extremely well in marketing. But does it work in sales?
The general concept does, but not the TELLING part. Telling is not selling is a good thing to learn. And, another key point is to remember this isn’t about you, your products or services, this is about what that prospect wants and desperately needs.
Therefore, in sales we’ve got to lead with questions, not telling. And we’ve got to lead the prospect to answer those questions I mentioned above. When you help him discover those answers, the sale is YOURS, the client is YOURS.
In fact, just as I said above, you want him CHASING you to get what he wants, not you chasing him to get a sale.
Join us for the next in this series, How to Close 75% or More.
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