stop sounding "salesy" in your webinars
A guide on how to sell more coaching programmes through webinars
Last week, I made the executive decision to delete Twitter from my phone. I wasn't tweeting, I was just consuming.
Therefore, having a social media app on my phone that isn't helping me in any way, shape, or form is basically me saying...
"I'm going to choose to waste my time doing something unproductive."
So, it got the chop and joined TikTok in my recently deleted.
However, when I was bored yesterday, I realised I had it on my laptop! Yipee!
Opened Twitter, saw what the people I followed were saying and saw THIS from Mr Alen Sultanic...
"People don’t buy coaching from you, not because they don’t see the value in you, but because they don’t see the value in themselves.
Once you change the value in themselves, they will believe they’re worth it, and then they’ll begin to improve themselves, and buy coaching from you.
That’s the great secret of selling coaching that nobody talks about." - Alen
H.O.L.Y FUCK.
I really want to sit back and digest this with a few examples, because I think when you and I wrap our heads around this...
We can make a lot of money by understanding this principle and implementing it in our marketing.
People THINK they can push people and shout at them and put them in an excruciating amount of pain to make them buy.
You can, but you run the risk of them resenting you.
You run the risk of them refunding.
And you run the risk of them buying from you, not having had the necessary identity shift needed to take action, and not getting results and leaving you a bad trustpilot.
Instead, we take what Alen is saying.
It reminds me of a concept from Humanistic Psychology that I learned in A-Levels by Carl Rogers.
"Unconditional Positive Regard".
(I remembered the concept, I did have to look up the name btw)
He used to talk about how kids who had unconditional positive regard (parents who loved them always) would perform better in sports and school.
They needed to feel:
Deeply Understood (Speak To Your ICP Pain & Situation)
Fully Accepted (No Judgement)
Believed In (Even When They Don't Believe In Themselves)
If you mirror this back to the Jason Fladlien framework...
Deeply Understood = First 1/2 Pain Section
Fully Accepted = Second 1/2 Pain Section
Believed In = Commitment / Position / Paradigm
Think about it...
When was the last time you spent your money on something?
A coach, a programme or anything that was a semi-significant investment for you.
Did you buy it because you felt you were "ready" to buy it?
Because you were confident it could help you?
I assume so; otherwise, you probably wouldn't have bought it.
(Unless Andy Elliot was on the other side of the call...)
I know personally that anytime I have purchased something big, I have deliberated on the decision for months, and only when I felt like I was ready to buy it, did I finally do it.
There was no change in their product, or the messaging or their conversion mechanism.
I just felt ready.
Another one of the biggest blockers with ANYONE buying ANYTHING is that they don't feel like THEY can do it.
Daniel Fazio talks about this all of the time.
Everyone thinks they have this super special situation and set of circumstances that don't allow them to {insert challenge}.
They think their offer is different to everyone else's.
They think they don't have time to work on something because they are working a particularly demanding job.
Part of this is that we, as humans with egos, think the world revolves around us, partially because in our own consciousness and our experience of life, it does.
But another part of this is negative self-image.
Some people spend so long convincing themselves out of decisions, they are comfortable staying there.
One of the best ways I have dealt with this is to make sure that our webinars DO hit the pain to get their attention...
But also EMPOWER the people on the call massively.
People grow when they feel believed in by someone they admire.
And it's likely that on a webinar, it'll be the guru presenting.
And because they joined the webinar, they likely admire the guru.
So, implement this at your own will.
I far prefer selling this way anyway, but that quote just hit hard.
Love y'all,
Charlie McCormack
P.S. Gonna get back on the YT grind soon. Anything you want to see, let me know and I'll make a vid.