| In a previous article, "Building a Successful Coaching | | | | few of them, and it wasn't due to anything I did. In most |
| Business - Successful Coaches Don't Sell | | | | cases, they just couldn't bring themselves to change, |
| Coaching-They Sell RESULTS" we talked about the | | | | so they kept making the same mistakes. My usual |
| buyer's thought process and that you had to sell value | | | | statement is: "for those that get it, and DO follow |
| in each of the steps of the buyer's thought process. | | | | through with what they learn, most will more than |
| So, here is how you develop your value statement. | | | | double their business." So, find your minimum, and how |
| - Your value statement should be about RESULTS not | | | | you feel comfortable stating it. |
| activity. So, a statement like "business up 200%" is | | | | - Maximum-Now find the best results you've ever |
| much more powerful than "more sales, better | | | | delivered. For my sales training, I usually say something |
| marketing, more appointments." | | | | like "my typical client doubles his business in 3-4 weeks, |
| - Your value statement should always be | | | | and I've even seen a couple jump up 10 times within a |
| MEASURABLE. "revenue up 200%" is better than | | | | week. And most of my clients just keep multiplying |
| "more revenue." And, "Revenue up $1M" most of the | | | | their results over and over. |
| time is even better than "revenue up 200%." If you are | | | | By bracketing your value, you have given a very clear |
| stating "revenue up 200%" then always help the | | | | value statement to your prospect. He can understand |
| prospect convert that to dollars and cents. He WILL | | | | that working with you what the dollars and cents, or |
| respond more often and faster. | | | | multiplier is for a typical prospect, and what the |
| - Bracket your value. | | | | minimum and maximum is. |
| - Average-- Start with an "average" result either | | | | This approach will cause people to LEAP into your |
| across all of your clients, or "average" the result in | | | | shopping card. Almost no one dares give a clear value |
| different segments (even better). | | | | statement, so you are WAY above your competition, |
| - Minimum--Then be prepared to talk about the | | | | and you have just removed any reason for that |
| minimum result you've ever delivered. Find the words | | | | typical objection: "Gee this seems awfully expensive" |
| that work the best here. I'll be the first to admit that I've | | | | or "I don't have the money. |
| had clients that fell flat on their face, but there were | | | | |