What you have to do if you’re a coach, consultant or expert, is shift from selling your actual coaching program and selling the features of your coaching program, such as how long you’re going to be working with clients or how many calls people will be getting… Often times people get stuck talking about those deliverables during their enrollment calls. And that’s not going to work very well. Because people essentially don’t care about how much time they get, how many calls they get, … The only thing people care about is the results, the transformation. So, you need to communicate and sell the benefits of your program versus the deliverables.
You need to develop your own signature method
To do that efficiently, you need to develop your own signature method, because that’s going to allow you to stand out from what everyone else is doing in the market, competitors with similar offers. You want to have your own unique system or signature method that you use when working with clients. So, that’s going to give you a competitive advantage and it’s going to allow you to effectively communicate the value and the benefits of your coaching program in your marketing and during enrollment calls.
An overwhelmed prospect doesn’t buy
Often times, what people do is, they overwhelm potential clients with too many details with too much information about the program and what they’re getting. And an overwhelmed prospect doesn’t buy. That’s like a saying in the whole marketing space. An overwhelmed and confused prospect doesn’t buy. So, what I recommend is you take the way you work with clients and you break that down into a simple 4-step process.
Breakdown your program into 4 simple but attractive steps
If you would have to breakdown the way you provide results to your clients, the transformation you provide into 4 simple but attractive steps, then that’s going to be a lot easier to communicate the value of your program to potential clients. I’ll give you an example. One of my programs had 4 steps that went like this:
- The launch plan
- The big idea
- The grand opening
- Launch stacking.
The 4-step signature process shouldn’t be too tangible and shouldn’t reveal too much
This was a program that helped influencers and people with an audience do big product launches. You can see that these four steps sound attractive, but they are simple. They don’t reveal too much, they kind of spark some curiosity as well. With your 4-step signature process you don’t want to be too abstract because that’s not going to make sense anymore to your potential clients. And at the same time, you don’t want it to be too tangible or too simple. Like step 1: analyzing your market, step 2: crafting a marketing plan, step 3: launching your product. That’s too simple, too tangible. So, it needs to be this balance act between abstract and spiking curiosity and attractive, while at the same time making sense to your potential clients.
Your signature process becomes the backbone of everything you do
This 4-step signature process becomes the backbone of everything you do, your marketing, your organic content, you can write posts about each pillar of your method and during enrollment calls you will have a simple framework that you can use to walk potential clients on your enrollment calls through your program and how it works without overwhelming and confusing them with too much details and information or talking about deliverables, but your focusing on the transformation and the benefits that people get, you’re getting their curiosity up while at the same time giving them something that makes sense, that they can see working.
And when you do it like that, you have the right balance and information while not revealing too much and it’s going to make it a lot easier to enroll potential clients into your program. So, every coach, consultant and expert should have a signature method like this, especially if you’re selling a high-ticket offer.
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