$5K in the bank is worth more than your coaching programme!
Even if you’re a business coach, and can help your clients create a financial return of 5 or 10 times that much, the money in the bank NOW is more valuable to your potential clients, than the result they can create in a month, 3 months, 6 months, or whatever.
It’s the DISPROPORTIONATE VALUE OF NOW
You see, we all give disproportionate value to the things that we have, and that’s why investing in a coach is such a big decision, while staying in your comfort zone is so easy (even if it hurts to be there).
Think about it, as it applies to your life, and your experiences with clients, friends, colleagues and so on.
We put more value on the job we hate, and the regular paycheck that comes with it, than on the freedom based business we SAY we want.
We put more value on the perfect façade we let everyone see – nice house, nice car, nice holidays – even when it’s making us miserable, rather than risk the judgement of downsizing, or taking a hit on our luxuries to create the kind of life we SAY we want.
We put more value on the safety of dinners for one and TV in our PJs than on that loving, soul-mate connection we SAY we want.
We put more value on $5k gathering dust in the bank, than on the $10k a month income we SAY we want.
You see, that $5k in the bank appears to have more value right now (and is already a sure thing) than the $30k you could make in the next few months, or than the loving relationship you can create, the fulfilling career you can create in the next 3 months, or perhaps the size 8 body that you’d like to have.
And, worse than that, we also put disproportionate EXPENSE on the things we have to do now to create what we SAY we want
That’s why, to even perfect clients, the cost of your coaching seems hugely expensive when looking at how far off the results are.
And the cost of putting in the effort, to get the results, seems hugely expensive too.
Clients-to-be tell themselves they can’t afford the money, the time, the energy, the mental capacity, the tech know how, and on and on and on, because it seems SO EXPENSIVE right now. And so, instead, they convince themselves to just put up and be grateful for what they DO have.
And that’s the disproportionate value of now that leads to so many perfect clients-to-be not taking action to get a coach, or leaving a discovery call no further forward than when they got on it.
It’s not that your coaching isn’t worth what you’re asking, it’s that the people you’re speaking to are disproportionately attached to what they have RIGHT NOW.
So, how can you help your perfect clients-to-be to make the right decision, and get the support they want to create the results they want, if they’re so attached to what they have?
1. Make sure your messaging is directed at the ready now clients – if you’re having to convince them that there’s a better option out there than the life/business/health/relationship/etc that they have now, then you’re talking to the NOT ready. Perfect clients are the ones that are ready now. They don’t need to be convinced that there’s a better option. They know there is. They just need the right expert to support them to get there.
2. Instant gratification – find a way to create instant gratification for new clients that you can share at discovery call. If you can offer a mini-intensive of some sort, as a fast action bonus, that they can take within 24-48 hours of signing up, it’s a great way to use the disproportionate value of NOW in your favour.
3. Reality check – if during the discover call your client-to-be told you that they feel hopeless/cry/long for a car crash/etc every morning at the thought of going to work, or looking at their empty diary, or being alone, or seeing themselves in the mirror, or whatever, ask them to consider the outlook when they invest, remind them of that. And then ask, “Let’s assume you make the decision to go ahead right now. Looking forward to tomorrow morning, having made that investment, and finally putting yourself on the path to getting what you want, how do you feel?”
4. Expensive isn’t NO - if a client-to-be tells you that your coaching is very expensive, don’t assume that means it’s TOO expensive to buy. After all, how many times have you bought something, despite complaining that it was very expensive? Treat it as a complaint, rather than a genuine objection, until you have evidence to the contrary. Agree, “Yes, it is expensive. That’s why it’s so important to start getting a return on your investment now. I can fit your first session in on Thursday. How would you like to pay?” Or, if that feels a little hardcore, try “Yes, it is expensive. Expensive compared to what, exactly?” Once you’ve got more information, you can demonstrate how their comparative options aren’t really a like for like (since they’re probably going to be consumables with no long term gain rather than life-transforming services), and go back in for the close.
JO DAVIDSON IS THE CLIENT CREATION COACH, A FIERCE AND DYNAMIC FORCE FOR WOMEN WHO ARE READY TO CHANGE THE WORLD WITH THEIR COACHING AND PROSPER IN THEIR BUSINESSES.
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