I know this seems obvious, but it still amazes me how many trainers run webinars and create content focused on fear-of-missing messages to promote products, while actually delivering very little consistent value. Website design By BotEap.comUnless you set a precedent of value first above all else that clearly conveys why someone would want to hire you, that 45-minute webinar where you’re going all out to sell a $1,000 program probably won’t work if you’re using ” need this.” ” points of sale. Website design By BotEap.comYes, time is money, and I understand that for you to spend time preparing and delivering a webinar, you need it to drive results, but in this market of savvy consumers, value is what drives sales, not hard sales. Website design By BotEap.comMAKE AUTHENTICITY A NON-NEGOTIABLE
Gone are the days where throwing your link to a ‘You need this now because it will radically change your life in 24 hours’ sales page will have them eat out of your hand as they gladly click the Buy Now button. People have heard so many “I was homeless, broke and made billions of dollars in 90 days on this program” stories that while that may be a 100% true story to you, it has been abused to the point by others. that doesn’t even sound impressive. or more sincere. Website design By BotEap.comOf course, the stories are great. Sure, they are highly effective at inspiring and selling, storytelling is here to stay, but what they want more than their rags to enrich the story is their consistent authenticity and willingness to be transparent. People no longer want to see a perfect highlight of your life and how your business got you there. They need to see the real messed up you too so they can relate to you as a real person which will lead them to want more of what you have to offer. Website design By BotEap.comWHAT’S IN IT FOR THEM?
While your story is important and inspiring, your tribe is much more interested in what you can do to help them. They don’t need to hire you to move to the next level of your business, they don’t need your latest and greatest training program to reach your next promotion. What they do want is to be shown that you care about their needs. What they do want is for you to be more interested in their needs than in making your next sale. Website design By BotEap.comSo ask yourself: How are you serving up the valuable, high-quality brain food your tribe wants on a regular basis? Website design By BotEap.comYes, this relationship-focused approach where you give people what they want, mind you, requires more time, thought, energy, and creativity than telling them how badly they need what you have, is a slower way to grow. your business and it takes time to build a true, deep trust with your audience, but the measurable results you will have in the long term in your business will speak for themselves. Website design By BotEap.comThe coaching industry is going through an evolution that some will not survive. As business owners and coaches, we must be open to listening to our tribes and moving with the flow of change. The marketing tactics that worked 3 years ago don’t work anymore and I think now is the time to go back to the basics of doing business, being attentive to needs v. you want and how you share that message with your audience. Are you talking to your tribe telling them what they need or are you taking the time to listen, ask questions and provide the value that is desired? Website design By BotEap.comThose who grasp this principle and faithfully practice it will not only survive the changes and disruptions in the marketplace, but will overcome it to grow a thriving coaching business. Those who don’t will unfortunately not be available to help those who decide that hiring a coach is a wish they should invest in. Website design By BotEap.comDo you want to read more? To visit kendradahlstrom.com