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!
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…
Your Turn
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.
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{ 46 comments… read them below or add one }
I just started using this model, so I haven’t seen results as of yet. My banner says “Finally live your true purpose instead of just getting through the day”.
That’s a good line, Linda! Really clear and specific.
Thanks
I frickin’ LOVE this Jenny! So obvious yet so insightful. I’m a ‘mommy coach’ who teaches moms to rediscover passion for their life through photography. I’m on the cusp of launching my flagship online program, Momtographie — and the solution I offer moms is a 6-week recipe to photographic success. In 6 weeks they’ll finally be able to take that camera out of AUTO mode and have it working for them to achieve the beautiful photos of their children that they’re after. Thank you for helping me find clarity in this in helping me realize I’m on the right track!
What a fun way for moms to connect to photography and being a mother, Beryl. Focusing more on the solutions your target clients want is definitely going to help more moms see how much they’d love to join in. Nice work!
Great idea! Thanks!
Jenny
This is so true. As a sales coach I teach authentic selling. Authentic selling is very powerful and delivers tangible results because people learn to identify their clients pain points. Once you have the pain points all you need to do is figure out a tangible result you can provide for that client. Selling starts with communication and is really nothing more than focused communication. Focused communication will help you uncover the pain points of your customer and then you can move forward doing what you do best…..coaching!
Yes – you know this better than anyone, Kendrick! Tangible results, pain points, and benefits are the biggest keys to connecting what you offer with what your target clients want. Spoken like a true saleswoman
Thanks Jenny!
Jenny, that is seriously a brilliant subject line and title for an article. I HAD to read it (even though I’m doing something else right now).
After a major brainstorm session yesterday with a Mastermind buddy, I think I’ve figured out what sings to me and what my ideal clients want.
The solution I sell: Organize your life in 4 months. From your closet to the kitchen sink.
I’m just working on it so probably need to make it juicier. Do you think it makes sense? To be a little more clear: what I want to help people with initially is organizing something physical in their lives like their closet and clothes. From there we move on to organizing other pieces of their lives – furniture, career dreams etc.
Sounds like a solution-oriented offer, Sara. That’s great. Though based on “closet to kitchen sink” I’d think you meant “Organize Your Home.” But since you’re looking at other parts of their lives, and if that’s truly what they want, then maybe something like “Organize Your Life in 4 Months. From your closet to your calendar” or “closet to career” or something that spans the physical to the not-so-physical.
Jenny! This is such a great post – I’m constantly toying with this one and perfecting my offer. Love the solution-based approach. The solution I provide clients is better traffic for their websites, as well as less money wasted on marketing that doesn’t work (I’m a Google Analytics chick). I’m just getting held up on crafting the “perfect” package (I know, just pull the trigger!)
Just buffered this one – thanks for writing it!
Traffic sounds like a good solution to me, Liz!
I’d love to know what you know about Google Analytics. Personally, I’d love for someone to do a quick analysis for me each month on my traffic and tell me what’s working and what small tweaks I could make to improve things. That’s definitely a solution that I’m sure others are looking for as well. (hint, hint)
Great post. My intention is to change my coaching packages to be solution based rather than you get this many sessions for this price. But alas, this all takes time. My take-away from this post is to be really honest about how many sessions it’s going to take. I work with people in chronic pain and 6 sessions is probably the minimum to get into the core of what is keeping them in pain and start practicing new ways of being. I’m working on making a product that I can package with the coaching packages, which has the essential practices for changing people’s relationship with their body and emotions. Once that is done I’ll be ready to redesign the coaching packages.
Sounds like you know the steps, Gail, and that’s great! As a new coach, it’s hard to jump right to packages when you don’t have experience under your belt. And then as you grow your experience (as I know you have in working with clients over the past few years), you can see what it really takes to help someone get the results they want. And bonus points to you for adding in a product that will support your clients!
Hi Jenny,
It is a great idea. It sounds so simple but it is not obvious to everybody.
I will adjust my marketing campaigns
Thank you for the tip xxx
I loved this, Jenny! When I first began my coaching practice I was selling the old __ sessions for $ ___ but then I realized that, like you said, people have no idea what they need and how many sessions it’ll take, they just want a solution!
Now I sell willpower, motivation, how to deal with setbacks, and make sure your results last.
I definitely think that sounds more enticing than 6 sessions for $600
I’m still working on tweaking things because I know I can come across better in my copy and this has inspired me to re-visit it and look at how I can make it even juicier sounding. Thanks!
Awesome, Jenna! I love that you sell willpower, motivation, how to deal with setbacks, and make sure your results last! It is something almost everyone wants.
And, know that the more clients you have and the more you work with people you love, the easier it will be to update your copy. You’ll get in the habit of catching the words your prospects and clients use and snag them for creating fabulous solutions.
this article made me so excited! i read somewhere that “coaching” is not the offer but the way in which you help someone…and i love the clarity of offering a specific solution as well. it helps focus everything down to what’s essential and in turn makes for more effective coaching/results.
so at networking events or just in general do you recommend saying the solution you offer as opposed to your title ie: being a health coach or weight loss coach? so when someone asks “what do you do?”
a better response would be ” i offer a 90 day weight loss program for women?” is that right?
thanks for this post jenny!!
How you talk about what you do at a networking event depends on a lot of things. If you’re comfortable with the term “weight loss coach,” then you can use it. If you think people will look at you like you have two heads, then you could say something like “I help women lose weight without having to diet.”
Successful networking involves several factors, like feeling comfortable talking about what you do, feeling out the person you’re speaking with, driving them to be curious about what you offer but not pushing if they’re clearly not curious.
This blog post may help you think about this topic a bit more, too. http://jennyshih.com/2012/02/the-easiest-answer-to-the-toughest-question/
Jenny…strikes again with a hit! When you say it as clearly as you just did..it was for me well, of course. It wasn’t “of course” before I read this blog. Thank you for be the most refreshing email that comes to me on Wednesdays. You are so awesome. It is an honor to be part of your tribe…or pack…or…whatever you think you have.
Happy Day!
Susan
Susan, you always know how to make me feel appreciated!! XO
Love this, Jenny. So helpful, so palm-slap-to-the-forehead-simple! I am childbirth educator and parenting coach who helps new moms . . . feel more rested, relaxed and confident; get their needs met; and feel connected.
Sounds like a clear solution to me, Allison!
What a great post! Not only does it attract clients to focus on the solution instead of the niche, but I think it will make it easier for me to talk to potential clients in an open, engaging way! I don’t really like to talk about what I charge, but I LOVE to talk about how I help my clients (healthcare providers) achieve greater personal and professional success.
Yes! It definitely makes the conversation about what you do much easier. Glad you see that!
Great post, Jenny. I like how you take us deeper and deeper into the process until we get to the heart of what makes our clients tick and how to explain it to others.
Sometimes, answering the question, “What can I do to solve my client’s problem?” leaves me stuck. I go around in circles in my head or I start to use bland language. It helps if I imagine a situation where I helped a client reach an a-ha moment. Then, I describe what the client felt as a result of the breakthrough. My language gets a lot more emotional when I look at it from that perspective…which makes it easier for people to connect to.
Excellent, Adrianne! Think about what the client felt and tap into emotions. That always helps.
Another thing to think about is what your client felt like and was thinking *right before* she hired you. Go into that place and BE her at that moment. That will often help you pull out the right words, feelings, etc., to help you really speak her language.
I agree, Jenny. Knowing what she’s thinking right before is huge. Sometimes when I write I feel like I’m writing to this huge mass of people. Like I’m writing to the entire internet. But when I take time to zero in on my client and really think about what she’s feeling, it helps me connect. Have you ever done the thing where you try to write down a pretend day in the life of your client? Doing that shifted something for me—it helped me really understand where she’s coming from when she knocks on my virtual door, and what’s holding her back.
I love the point you make here, Adrianne. Different exercises resonate with different people to really help them feel what their clients are feeling. I’m familiar with the “day in the life of” exercise but it never really did it for me. And I love that it helped you – great reminder to me that these ideas click with each person in a different way. Thanks for sharing that here!
Great advice! I´m just starting my coaching business and this will be really helpful
-Andrea-
Thanks Jenny. This post really resonated with me. I read it a couple of days ago and its been mulling around in my mind ever since. I feel like I have heard this before, but this is the first time it was put in such a succinct way, and a way that has inspired me to take action. I am now trying to incorporate that into my work.
Thanks, Joanna. So glad it helped! It took me awhile to realize the power of selling solutions, but once I did and implemented it, I saw results fast! I wish the same for you!
This is great Jenny! It is such a simple concept but so easy to overlook when writing copy. I must admit I struggle with thinking of the benefits and solutions, but I love how clear your example is.
Great article! Great information! Coaches need to realize that it is so hard to sell the actual coaching. People don’t want to be “coached” as that means something must be wrong. But they do want to “lose weight” they do want a “stronger marriage” they do want “more clients,” etc.
Wow. This was an eye-opener. Solution? My business is called Sexy, Sassy, and Soulful. My vision is clear, but not my solution…
Hmmm..my solution to help women live their authentic lives. Maybe I DO have one? This is the tagline for my company. So, that means living with passion the truth of who they are, whatever they’re doing.
So great that you see you have some room for further clarity, Evie. One thing to think about when it comes to your solution, is what are these women thinking to themselves. Are they asking, “How do I live a more authentic life?” Hmmm…. maybe, maybe not. If you can figure out what they’re thinking about their lives and believing they want, THEN you’ve found the solution that you offer. Make sense?
Wow. Yeah, makes sense. From what I know, women my age (Im in my early 40s) that I know have gone through highs and lows, lots of life changes, our bodies are changing. We aren’t as carefree as we were in our 20s, we are less concerned about proving something to others as we were in our 30s. I sorta see this decade (give or take a few years) as a time for reinvention, reshifting priorities, putting ourselves first, getting to know ourselves again, figuring out how to forge ahead as our reinvented selves into the future. . lots to think about.
Sounds like there’s a theme in there of “who am I” or “who do I want to be”… or something along those lines. Keep thinking about this. Because the more clear you are on this before you dive into BSchool, the better your experience will be and the more you’ll get out of it. It’s worth spending time on in the next week, I promise!
Thanks! I really appreciate this! I know that clarity will help me better tailor my marketing materials as I’m in the process of creating them. Can’t wait for class, and thanks so much for your wisdom.
Jenny I really enjoyed your thought-provoking article. We must show potential clients the value in the services that we offer. Funny, since I started this journey, I tried to avoid the word coach because I don’t want to coach my clients towards their goals, I want there to be a transformation. Thank you for the extra nudge. Printing your article and reviewing my website to make a few tweaks. (www.formysisterfriends.org)
I LOVE this Jenny. So true. Step outside the box and offer what they really want. I’m re-doing all my copy at the moment, so perfect timing.
Thanx
Really clear and really relevent. I love the shower epiphany too! Thanks!
Love this one, Jenny! I posted in the B-School FB group last night after having almost the exact same shower epiphany. Then someone shared the link to this post
Over the past two days I read Chris Guillebeau’s “The $100 Startup,” and he also mentions the importance of focusing on benefits vs. features. What I realized (yes, in the shower) was this:
The *feature* of my biz is that I help my clients become more brilliant communicators – through improved writing skills, speaking skills, and targeted communication strategy in general.
The delicous *benefit*, however, is that I help my clients attract their DREAM clients. Their customer soulmates, if you will. I help them be the best version of themselves so they can attract their right people. Then the magic happens.
What I’ve realized is that I’m not “just” a communication stylist; I’m an entrepreneur’s business matchmaker! In a way, it’s like I’m helping my clients write their online dating profiles to find “the one” (thousand perfect customers).
I’m thinking I can carry this theme through as I name my packages and offerings. like “The Coffee Date” – “The Lunch Date” – and, for more considerable work, “Dinner + a Movie.”
I think my copyediting package will be called something like “The Perfect First Impression.” Having typos and grammatical errors on your website is like having broccoli in your teeth when you meet your dream guy or gal) for the first time. Totally embarrassing, and NOT the first impression you want!
The creative possibilities are endless. Since sharing this last night, my brand-new baby subscriber list has DOUBLED. Clearly it’s resonating.
I’m so excited (as you can certainly tell). Can’t wait to share this idea with more entrepreneurs!
Nikki – YOU GET IT! Soooo many coaches and newbie entrepreneurs aren’t able to make this leap. It clicks for each of us in a different way, and I’m so glad that Chris’s book spoke to you. You are definitely on the right track now, and although it’s a small detail to sort out features vs benefits, it is ESSENTIAL to building a successful business. Woohooooo for you!
And congrats on the awesome list mojo!
Great article Jenny..
I’ve been introduced as a “money coach” at many a meeting and after 20 years in the healing world that just didn’t ring true for me.
Now I’d say that I help women develop powerful relationships with money so they can build authentic successful heart centred businesses and happy relationships!
I’m not sure about that now as I write it!! Will think again before the next entrepreneurs gathering!!