I can hear you thinking … “I’m not good at selling!”
Not true. It’s all about mindset. Yes, mindset AGAIN! Coaches are masters at helping others shift their mindset – to get out of their own way. Guess who else needs mindset shifting?
Old stories about marketing, selling and rejection have crystallized in your mind. Let’s dissolve them now. There’s an authentic, caring and detached way to sell that I will teach you in this episode.
First let’s distinguish selling from marketing.
Marketing is about serving your clients before they hire you. It’s a nurturing process to build a community of your future ideal clients and then, when they are ready, letting them know how to get an opportunity to work with you. Hear how light and breezy that can be?
Selling is when you create that enrollment moment with the purpose of inviting people from your nurtured community to meet with you and see if you’re a good fit. Again, easy peasy. No agita.
Put aside the image of hyperbolic marketing and pushy selling. That never has to be you.
What is Fear of Rejection Really About?
It’s anticipated stress. Know what I mean? The misguided purpose of anticipated stress is that it holds you back from doing the things that will bring you what you most want. You want coaching clients. You want to earn well.
Okay then, begin to shift your neural net now because when that worried-about-moment-of-truth comes and you reflect back, you will realize that worry is wasted energy and based on some old self sabotage story.
Rejection is impossible. Yes, impossible. Why? Because if a person says ‘no’ to anything you offer them it only means that they are doing what is right for them. How can that be about you? It’s not.
Today’s episode has 5 secrets that will help you sell authentically and without being salesy. Find the full transcript for this episode and other resources at prosperouscoach.com/216.
Selling Secret #1 – Serve Your Future Coaching Clients Well Before They Hire You
This too is a mindset shift. Think of everything you do to market as nurturing a community of future clients. Nurturing is a loving action. You are not bothering anyone but just the opposite – you are serving them.
Marketing well starts with targeting a unique viable audience, then finding out what they want so much they will invest in your help to get it. That helps you market in a conscious and authentic way that will appeal to them. You build your niche around that and your skills.
If you market in this conscious and authentic way selling later on will simply be a friendly conversation.
Selling Secret #2 – Know Who You Want to Enroll into Your Coaching Program
Show that you know your ideal clients by the customer journey you create for them. First research your audience to capture what they say they most want in the context of your niche and what they say are their BIG problems related to what they want. Then you thoughtfully do 3 things:
- Create a client winning website that’s a home for your audience (Hint it’s not all about you and coaching.)
- Set up a unique and valuable lead magnet that pre-sells your program
- Put out unique and valuable content that drives curious prospects back to your website and freebie
I keep repeating unique and valuable. Don’t put a bunch of stuff out there that sounds like other coaches. It won’t get attention. Stand out in the crowd!
The goal with all of these words is to show your audience that you understand them so they trust and follow you.Yes, you will also infuse yourself into all this but the spotlight is Aon your audience, not you.
If you haven’t yet created a customer journey – that’s part of what I do with new coaches in my 5-month VIP Coaching Business Breakthrough program. Go to prosperouscoach.com/VIP to learn more and apply.
The second layer of knowing who you are enrolling is about what you do to prep for a Discovery Call with a potential client. More about that in another episode soon.
Selling Secret #3 – Sell the Right Thing
Some coaches sell coaching packages of sessions. After seeing too many coaches fail to earn a living like that including me, I came up with a better approach that has worked for me and my VIP clients.
Instead of selling coaching packages, I suggest that you strategically develop a Signature Program tailor made for your target audience and price it to earn well. Episode 108 is all about that. Find it at prosperouscoach.com/108.
Selling Secret #4 – Be Transparent From the Get Go
This is simple, when you offer a Discovery Call, only offer it to people who have applied to work with you. Do not put a free call on your website as your free offer. Then, make it crystal clear that this call is not a working session. It’s a get-to-know-you call just for people who are strongly considering enrolling in your Signature Program.
That transparency will keep you and your prospect from wasting time. And, it builds your credibility. You’ll be perceived as professional.
Selling Secret #5 – Own Your Value and Let Go of Outcome
Okay, that’s two secrets in one. Nothing is more attractive than when you own your value. After some preliminary questions about them, smoothly move into telling your potential client about what they will accomplish in your program and what they will get, then proudly share your fees. Never discount.
And finally, release any attachment to whether they hire you or not. If you do this, your enrollment calls will be painless. You’ll never feel rejection. You’ll just know that whatever happens – whether they hire you or not – will be the right thing for everyone. And interestingly, your lack of attachment will help you enroll more clients.
Now go market and sell in the most natural way without anxiety clouding your mind!