Most coaches know how difficult it is to sell high-priced coaching programs to new leads on a single webinar. If all we did was teach content for an hour and make a quick sales pitch at the end for an expensive program, we probably won’t convert very well.
Instead, at the end of the webinar, we want to offer a simple, low-risk next step— a free, 10-minute, one-on-one strategy session that sets up the final sales appointment.
We’ve been covering the first steps of how to offer this strategy session over the last several posts. The first step, Seed the Need, is all about installing moments of influence in your webinar content that help make your session offer a no-brainer deal for prospects. Then we draw a model — a visual aid that shows prospects exactly how our program will bring them incredible value.
On the last post, we talked about taking it away — being very clear about who our program is for and not for. This disqualifies bad-fit leads and builds desire in the qualified prospects we’re going after.
Now, we’re going to take charge.
“Most people are silently begging to be led.” – Taki Moore [Tweet This]
Take The Lead
I want you to take the lead on this stuff.
Specifically, when you outline the next step, you need to let them know you’re the one in control. This is your ship. You’re the captain now.
I’m sure a part of you is worried that aggressively taking the lead might scare away or intimidate your prospects, but it won’t. The truth is, most people are silently begging to be led.
Every single one of your prospects are looking for a man — or ma’am — with a plan.
“This is where you are, right?”
“This is where you want to go, right?”
“I’ve got the system to get you there.”
“Great, I’ll follow you.”
When you position your next-step offer, you need to take control and frame out that you’re the one calling the shots. Your prospects will eagerly follow you.
After prospects have finished the strategy session with us, the next step is the sales appointment. And we don’t want just anyone on the sales appointment. We want people who desperately want us to help andabsolutely know we can help. This all comes from taking the lead.
Let me give you a specific example.
At the end of my webinar when I talk to people about the strategy session, I let them know exactly how it’ll work.
“So, if you want to do this, what’s going to happen next is you’re going to fill in this quick questionnaire. It’ll take you two or three minutes, and it’ll give me a sense of where you are, what you need right now, and if I can be useful to you.
“On the very next page, you’ll find my calendar. Pick a spot that suits you, book yourself in, and we’ll chat sometime in the next week or so. When we talk, it’ll be a short, 10-minute call. We’ll have to be strict on time because I’ll have someone immediately after you and immediately before you, so you need to be on time. Are you good with that?
“In that session, it might feel a bit like a friendly interrogation. I’ll ask you a bunch of questions to see if and how I can help you. If I feel like I can’t help you, I’ll obviously let you know politely and try to point you in the right direction as best as I can. If I feel like I can help you then we’ll book another session to talk about how.”
First, when we take the lead, we show them we’re in control of the process.
When most coaches sell, they spend their time trying to impress the prospects. They act like they’re on American Idol — they’re on stage, tap dancing and singing their heart out to impress the judges.I want you to stop trying to impress the judges and realize you are the judge. It’s your job to assess your prospects, not the other way around.
Second, we’ve limited the strategy session. The session is limited in number of sessions, time (10-minute call), and date (today only).
And third, I usually say that my job is to ask you a bunch of questions to determine if/how I can help. If we can’t help, we’ll let them know politely and try to point them in the right direction. If we can help, then we’ll book in another time to talk about how.
My conversion rate is sky-high, averaging 94% over the last two years, and I do it in two steps — webinar leads to 10-minute session, and 10-minute session leads to 45 minutes session when they buy.
I understand that this might be difficult for some you, especially if you’re uncomfortable with selling. I want you to take off your selling hat for a moment and put on your coaching hat.
Pretend that this isn’t a webinar to sell, but it’s a webinar to coach. At the end of a good coaching session people get some really clear insight, right? If we do a good job, they’ll know what the next steps are and they’ll take action.
So, don’t think of this as selling if that weirds you out. Just think of it as coaching people to take action. That’s literally all it is.