Here’s a common scenario for coaches. Your perfect client books a discovery call. You chat about her business and her goals. You offer a few helpful tips she can put to use, and she agrees with your strategies and approach. You know you can help her business grow, but your coaching offer is quickly dismissed.
She isn’t ready. She can’t afford the investment. She’s just not sure.
It happens to all coaches from time to time, but if it seems to be the norm rather than the exception for you, it might be time to take a look at your closing strategies.
1. Pre-Qualify Potential Clients
If your ideal client is an information product seller with an established business earning at least $50,000 per year, then you certainly don’t want to fill your discovery sessions with new entrepreneurs. Not only would that dramatically reduce your sales, but it would be a waste of time for both you and the hopeful business owners you speak to.
Instead, be sure that you’re pre-qualifying everyone you speak to, either directly or indirectly, through:
Your language and branding: If you only work with established business owners, every piece of marketing content you create should make that clear.
Your application process: A subtle way to pre-qualify applicants is to ask about their business model, and only include as answers those models you focus on.
You can also take a more direct approach by spelling it out clearly on your discovery session invitation who you work with and what their investment will be.
2. Speak with Confidence
One of the most difficult things for any business owner to say is “I charge $XXX.” It makes us uncomfortable. We worry that we’ll be told it’s too much, or that we won’t make the sale.
When you’re speaking to a potential client, though, confidently stating your offer is critical. After all, if you’re not sure about something as simple as how much you charge, then how can you possibly provide them with the advice and guidance they need.
The best way to gain confidence in stating your offer is practice. The more calls you have, the better you’ll be at it, but you can also practice before your next call. Stand in front of the mirror, smile and say, “My 6-month coaching program is designed to help you solve the exact problems you’re facing. Your investment today is only $XXX.”
Repeat it again and again until you can say it without that telltale hesitation that can invite a prospect to begin negotiations.
Here’s one more tip about confidence. Silence is powerful. State your offer, and then stop talking. Don’t fall into the trap of trying to justify your rates or restate the benefits. Let your client share her thoughts with you first.
3. Know Your Value
Not everyone you speak to will be a good fit. Not everyone you speak to will be able to afford you. In fact, you may decide during the course of your call that you don’t want to work with a particular person.
All of those things are to be expected.
But for those who are a good fit, and who can afford you, and who you do want to work with, it’s important to know the value you can bring to the relationship. When you truly understand the benefits your clients will realize from hiring you, it’s easy to state your fees—even if they feel just the tiniest bit expensive to you.
Are Your Clients Booking Lots of Discovery Sessions Without Making Sales?
Are Your Clients Actively Growing Their Mailing Lists?
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