I’m not sure what the exact figure is, but I’m pretty sure that if you can talk directly with a potential client that is remotely interested in what you do, that you are at least 1 million times more likely to close the deal.
The difficulty coaches have when selling their services is that they aren’t usually selling something that is tangible, and so prospects are leary of doling out beaucoup bucks to work with you unless they are SURE that you are going to be able to help them get their desired results.
The best scenario would be to have your prospect tell you exactly what they are looking for, so that you can fit your program to their needs and specifically show them why you are the one they need to work with.
And that is what a sales conversation is all about.
Many coaches when they think of sales get an icky feeling. Selling yourself is no fun, and trying to “convince” someone that they need you isn’t fun either.
But if you do sales conversations the right way, your coaching will sell itself and both you and your client will feel good about it.
Here is a simple formula for a kick-butt sales conversation.
Step 1: Ask Questions and Listen Well
As a coach, you should be the master at question asking so put your coach hat on and get asking!
- Ask about the challenges your prospect is having.
- Ask about the results they are looking for.
- Ask about what has been holding them back from achieving those results.
If you ask all 3 of these questions in that order and you are going to get a brilliant picture of exactly what is going on for your prospect and how you can help them, as well as their biggest challenge (aka objection) so you can be sure to position your program as the best solution. So make sure you’re taking good notes!
Step 2: Ask permission to tell them about your program.
Now that you have a very clear picture of what they need simply tell them that you would love to help them _____. (achieve that result or overcome that challenge, whichever seems more appropriate in the conversation) And if they’d like, you can tell them how so that they can decide if your program would be a good fit.
By asking permission you are putting the ball in their court and they are going to be avidly listening because they really want to know how you can help get the result they are looking for.
Step 3: Pitch Your Program (sans the word vomit)
This is where most coaches slip up in a sales conversation because you want to demonstrate all of the value, but if you give them too much information it’s confusing. As I’m sure you’ve heard, a confused brain always says no.
What you want to do instead is simply tell them that in your super uber coaching program you help clients achieve ___ (the biggest result they were looking for from your notes).
Even if your program does sooo much more than that, try to remain as relevant as possible to what your prospect already said they are looking for.
Then you only BRIEFLY mention how. I know you’re very tempted at this point to start with a rigamarole of all of the features of your coaching, but don’t give in! They don’t care about all of that, they only care about the results.
That being said, you are going to choose only 3 topics you cover that you feel are most relevant to their problem, and you are going to attach a benefit to each that relates back to what they’ve told you has been holding them back.
Here is an example of what this step would sound like:
In the Branding Game I help coaches get more clients by creating brands that position them as the best solution for their prospects.
Specifically we work on:
- Getting super clear on your target audience and what triggers them to start looking for help so you can use language that attracts them to you.
- Creating your brand promise so you can be completely sure of your message and can explain what you do without being confusing.
- And we also work on defining your offerings so that they lead into each other so your prospects want to work with you over and over again.
If you’ve framed your program right at this point they should be drooling to work with you because you are demonstrating how your program fits their EXACT needs.
Step 4: Your turn to answer questions.
When you’re done with your pitch now you simply ask if they have any questions. Now is when you can mention features if they ask about them such as “how long do we work together?”, “how often do we meet”, or “how much does it cost?”.
When you answer these questions it’s important to keep driving home the benefits. So your answers might look like:
- We will work one on one each week for an hour so that you have total support and personal attention.
- We’ll work together in a group with others that are working on the same challenges you are so that you can support each other and learn together.
Step 5: The infamous call to action!
Now is the hardest part for most coaches, telling them the price and asking for the sale. The key when you are giving them the price is to say it with confidence. The best way to do that is to keep an even tone and avoid what the communication experts out there call “upspeak” where your voice gets higher at the end of your sentences.
Once you’ve given them the price, simply ask how everything sounds and if they’d like to get started.
And that’s it!
A consultation call is barely any different from a coaching call. You are helping someone identify their goal, and make a decision for the best action to take to get there. Use your coaching skills to ask insightful questions and listen to their answers and you will be good to go!