I can’t believe I wrote a title like that. But I did. Because it’s true.
The words were a shower epiphany. I raced out of the shower, dripping wet, but covered in a towel, mind you, to my office to jot it down.
I heard the audible *click* in my brain when the epiphany hit. Not that the words were anything that new. I had been teaching this idea to my clients for the past year. It must just be the simplicity that made it click.
People don’t buy coaching. They buy solutions.
I know, it may sound like corporate smarmy markety speak, but it’s true. Hear me out.
Someone looking to lose weight doesn’t search for a weight loss coach. They search for someone or something to help them lose weight. They want a solution to their weight problem.
Someone looking to find their dream job doesn’t look for a career coach. They look for someone or something to help them find their dream job. They want a solution to their career problem.
Someone looking to be happier in life doesn’t look for a life coach. They want someone or something to help them feel happy. They want a solution to their not-happy problem.
So if you’re a coach, stop selling coaching and start selling solutions.
Here’s what I mean…
How to Sell Solutions, Not Coaching
If you’re not selling a lot of coaching and want to start selling solutions instead, start by asking yourself some important questions.
What problem does my ideal client have?
What does my idea client want?
How am I going to help them solve their problem or get what they want?
Don’t just think about the questions. Write out your answers. Brainstorm what your ideal clients really want and look at the world from their perspective.
Something powerful happens when you take time to write out the answers. Major a-ha’s happen – I see it with my clients all the time.
If you stick with it, eventually you’ll see why you’re great at what you do. You’ll see why you are perfect to solve your ideal clients’ problems. And best of all, you’ll be able to describe your solution in such a compelling way that people will want to work with you!
My personal recommendation for you: Why I Don’t Let My Clients Hire a Copywriter.
Make It Even More Enticing
Now that you’re seeing how you offer solutions, not coaching, let’s talk about how to make those solutions even more enticing to your target audience.
A lot of well-meaning coaches offer 6 sessions for $600 (or name any session/price combo). As a person seeking a solution, I don’t know how many sessions it will take me solve my problem. You’re the expert, so I want you to tell me!
If I need to lose 25 pounds, how many weight loss coaching sessions will that take?
I know what you’re thinking: “It depends!”
Of course it depends, and I want you to tell me anyway. What must you teach your client in order for her to get the result she desires? How long will it take for her to get that result?
The way to lure people into your programs is to tell them exactly what it will take to reach their desired results. If that’s 6 sessions, great. If it’s 24, fine. But instead of selling 6 sessions for $600, sell them “Lose 25 lbs in 3 months.” That is an enticing solution.
Once you’re clear on what solution you solve and how long it will take to help a client solve that problem, you have a clear, compelling offer that someone will be hungry to pay you for. It’s way easier to talk about it at a networking event or during a consult when you can be this clear. And we could all use a little help with those networking events…
Everyone’s enticing offer will be different depending on how they work and who their ideal clients are, but hopefully these tips get your brains working at what solution you can provide to your clients… instead of simply offering “coaching.”
Now, as always, I want to hear from you! Tell me…
What solution do you sell?
If you’re working the hours for dollars model, are you ready to switch to something more solution-oriented? Why or why not?
If you’re already offering solution-focused offers, how are they working for you?
I can’t wait to hear all about in the comments below.
My personal recommendations for you: Want More Clients? Make Sure You Do This and Steal This! A 3-Step Plan for Putting Yourself Out There.
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