When you make a sale as a coach, you are not only selling your services, you are selling your new client a pathway to a dream.
I want to start by making a distinction between marketing and sales.
Marketing is when you get your message across to inspire people and give them information about how you can help them achieve a dream.
A sales conversation is when you do a sample session that ends with information or a consultation that helps them access their dream, and then tell them about your services.
A sale is when they pay you money. That is the moment they commit to their dream, and money is the medium that seals the deal.
Years ago, when I first moved to Los Angeles, I joined a group for entrepreneurs led by Mark Victor Hansen, one of the authors of Chicken Soup for the Soul.
He taught me some very useful things about marketing. One of his marketing strategies at the time was to give 100 copies of his new book, The One Minute Millionaire, to everyone in this group.
We paid one dollar per book, which meant he could claim a bunch of sales on the launch date.
This left me with 100 books sitting there in my tiny living room! I took some of my new learning and came up with a strategy of my own.
I created a one-sheet with information on my coaching services and a couple of testimonials.
I included a blurb on how the book might be of use to them, and said I would call to find out whether it had arrived and what they thought of it.
This was a way to make sales calls that were already warmed up. I was never one to do cold calls!
There are two things that stand out. One was that I had sent the book to a semi-famous guy, and when it came time to call him up, I chickened out and asked Curtis to make that call.
He did make that call, and it did not go well! It was just not within his strength zone to have that conversation with someone he didn’t know and who had shown no interest in our business.
On the other side of that learning, I found that there were a dozen or so people I sent the book to who I knew well, or at least well enough to use my strengths.
I called those folks and had great conversations that converted to sales.
Since this worked so well, I adopted the strategy by creating my own books, card decks, and other resources to hand out to people.
When they show an interest, I have great fun talking to them about their dreams and offering my services to those who I believe would benefit.
Knowing the territory I am in helps me, and I believe it is helpful to potential clients. A marketing message that is valuable and sparks an interest.
They sign up for a consultation.
During the consultation, they get clear on their dream, and then together we look to see if my program is a fit. If so, I make a sale and they make a commitment.
If not, I am grateful for the connection we made and I wish them well.
What are the strengths you have in the area of sales?
Are you one who can “brag” about what you offer to all who will listen, or are you more of a shy person who needs more structure to bring out your best?
Take some time this week to look at your marketing and sales activities and see the distinction and how they connect.
Then identify your sales strengths and put them to work for you!
Ep. 64 – Kat Knecht – The 3-Step Path from Marketing to Paid Clients
What’s the real difference between marketing and sales—and why does it matter? Learn how to connect the dots so your coaching business consistently turns interest into paying clients.
