| Hey coach, does it seem like no one is buying during | | | | horse to water, but our job really is to make him |
| this recession? | | | | thirsty." So, you want to not lead him to his answers. |
| And do you hear things like, "I'd love to have help with | | | | Your job is to make him thirsty for the answers you'll |
| this or that... but... " and then you get an excuse why | | | | be able to provide for him if he should hire you. |
| they can't hire a coach right now? | | | | - THINK... the level of thirst you help him to get to |
| If you could change that reply from one of "I can't | | | | determines how many clients start CHASING after |
| because... " to one of "Wow, I'd love to have the kind | | | | you, and that you'll stop chasing them. It'll turn how you |
| of results you mentioned that XYZ client of yours had" | | | | THOUGHT you should be marketing and doing |
| wouldn't that take you from almost despair to happy, | | | | business totally upside down. |
| happy, happy? | | | | Wouldn't you rather have prospects CHASING You |
| Tell me this: What is your brief 30-second elevator | | | | than you continue chasing and chasing and chasing |
| speech? | | | | prospects and not catching many? |
| Is it "I am a coach" or only slightly better "I help people | | | | Ed, a coach who had sold only two coaching clients in |
| with...." | | | | the past 8 months was nearly desparate when we |
| The first is definitely ABOUT YOU, and the second | | | | first talked. When I asked him, "What do you do?" His |
| has only slightly turned toward the prospect. | | | | answer was "I'm a coach." |
| Here's something that will literally turn your business | | | | Hmm!!! I waited for more. After a somewhat long |
| around. It did for me. I was out there selling "coaching" | | | | pause, I then asked, "So what would that mean to |
| and, although I was selling some here and there, when I | | | | me?" |
| changed the message to one about the prospect it | | | | He said, "I help businesses like yours grow." |
| started turning. But then, the more value I was able to | | | | Ok, only slightly better. But let's look back at what he |
| show a prospect the moe the prospects jumped into | | | | said and compare to the rules. His first statement "I am |
| my shopping cart. | | | | a coach" was about him, and had nothing that was |
| Here's a few simple rules that will change your | | | | "about me" or anything that I want. I know he assumes |
| coaching sales. | | | | that I should know that a coach can help me, but, |
| - Marketing is NEVER about you, your products, or | | | | frankly, that assumes that I know what a coach is, |
| your services -- it is always about what the prospect | | | | what he does, and the value of coaching. 99% of the |
| wants. So, spend your time exploring what they want. | | | | people out there don't. |
| It's more of the "ask don't tell" approach. Ask what the | | | | How can we turn this around into something that is |
| prospect wants, don't spend your time telling what you | | | | about me (referring to me as his prospect for now). |
| have, or what you do. (that's about you. focus on HIM | | | | And how can he make me thirsty. By turning it around |
| by ASKING about him and exploring with him.). | | | | to asking me about my business, what I want, and |
| - Stop talking, ask and listen (80% of your conversation | | | | maybe a brief statement that makes my mouth water |
| should be questions and the prospect talking), 20% of | | | | for what he has. |
| the conversation will be you, not TELLING, but helping | | | | What makes your prospect mouth water? When you |
| the prospect find the answers he needs to make a | | | | can either ask him questions that help him discover |
| decision that you can help him. | | | | that you have something SOOOO VALUABLE, which |
| - Your job is NOT to lead him to resolution of his | | | | is usually not just an answer to his worst nightmare, |
| problems. Your job is to make him wanting more. I use | | | | but is the MOST VALUABLE answer he's ever ran |
| this analogy, "We often believe that we should lead the | | | | into. |