If You Can’t Open, You Can’t Close

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on PinterestShare on StumbleUponEmail this to someonePrint this page

closedthesale11-20-13Dan was hurting for clients.

A terrific business consultant and one of the top sales trainers out there, Dan’s work impressed
people.

But too many of them “disappeared”
somewhere before or after the sales conversation.

Dan read books on closing, he took courses
on closing, he even practiced closing with his
wife until his wife told him “Enough already!”

Dan memorized the classic closes, such as the “Tie Down,” the “Ridiculous,” and the “Takeaway.”

But too many clients were still melting away.

What was wrong?

Dan wasn’t setting up the close.   At all.

Why?

Dan didn’t know that the sale begins at “Hello.”

If you can’t open, you can’t close –
as much and as often as you’d like.

When Dan met prospective clients, he’d say:

“I work with small business owners up to
$25 Million to eliminate overwhelm, straighten out
their distribution and cash flow, and increase their business.”

His posts and articles were educational,
with no stories so prospects could relate.

Dan was talking all about himself and his service.

  1. Dan did not realize that his prospects didn’t care about Dan, they cared about what Dan could do for them.
  2. He was not monetizing his service for them, so they did not instantly “see” how much money he could make them.
  3. He was not showing them a huge Before-and-After gap that would impress them with his expertise.
  4. He was not putting his results into stories – the ultimate sales tool.
  5. Dan talked too much –thus shutting off any anticipation, curiosity, intrigue, and anxiety that maybe Dan had tricks up his sleeve his prospects didn’t know about.
  6. Dan did nothing to arouse feelings in his prospects, and feelings are the only way the Old Brain (the real buyer) will become interested, and the only way prospects will want “more.”

Dan was not creating desire, anticipation, and leaving his
audience hungry for more – which is the heart of superb sales.

The sale begins at “hello.”

Dan said, “I give a great service.  Why do I have to sell people?
Why can’t they just read my articles and testimonials?”

Because they’re too busy.
Because it’s a buyer’s market.
Because you have to seduce your buyer – from the word Go.

After we worked together, the light bulb went on.

Dan began to talk in the language his prospects wanted to hear.

He finally used stories:

“When I met Mark, he was working 12-hour days, struggling to
meet payroll, and too busy to grow.  Six months later he brought
in over two million, and took his family to Italy for 2 weeks.”

His clients began to feel their own pain in his stories.

And they began to see their salvation in his results.

Dan created a whole series of stories to use in order to heighten the
interest, curiosity, desire and anxiety for what he did.

He stopped taking too much.

He began to “romance” his prospects, feeding them
tantalizing bits of information in conversations and emails
that aroused their interest to a fever pitch.

By the time the sales conversation came around, there
was no need to “close.”

It had already happened.

Dan increased his signing rate by 50% and he’s still
climbing.

And he no longer worries about the close.

Thanks for reading, and tune in next time.

-Ann Convery

3 AMAZINGLY SIMPLE TECHNIQUES: HOW CREATE A CONNECTION WITH SOMEONE, IMMEDIATELY

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on PinterestShare on StumbleUponEmail this to someonePrint this page

stephen-sondheimWhen I was in college, I got on a 5:00 a.m. train to D.C.
for a graduate school interview.  I boarded in Hartford,
— without make-up, in baggy jeans, and
slept til New York.

When I woke up, a very witty guy was sitting next to me.
We teased and bantered back and forth for hours.
He looked like an East-Coast nerd, with rat-killer shoes
and a purple shirt.  Typical Philly type, I thought.

Until he had to get off the train.  He leaned over and said,
“It has been a pleasure.  I’m Stephen Sondheim.”

I was speechless from that point on.  All I could think of was,
“My mother liked A Little Night Music.”

We sat for a bit in silence.  He said, “You seem quiet.”

I could not open my mouth.  Here was the most famous
lyricist in the world and if I opened my mouth I would make a
remark about my Mother.

He got off the train and I never saw him again.
I felt like an idiot.

This article series is dedicated to all of you who meet
famous people and lose your cool.

It doesn’t have to be that way.

So…

Here are 3 more highly useful tools to create instant
engagement.  Some people do this naturally, but
if you’re not a natural, you can become one.

Even if you’re an introverted wallflower.

1.   SEE, HEAR or FEEL

When you talk to someone new, use their language patterns.
We all fall into 3 categories:

  • I see what you mean.  (Seeing)
  • That feels right, I get it.  (Feeling)
  • I hear you.  (Hearing)

Which one are you?

Adopt the language pattern of the person you are talking to, so there is no disconnect between you.  You will create a deeper bond with them very quickly.  And knowing how to create a connection with someone, will suddenly seem intuitive.

 

2.    USE THE SUPER-HERO POSE

Look like you know what you are doing.  Duh, right?  This may sound idiotically simple, but we tend to get nervous around highly successful people, and/or people who have more money.

No one wants to do business with someone who looks nervous, so control your body language.  93% of your message is non-verbal.

So how do you stop feeling nervous?

Duck into the bathroom and assume a super-hero pose – feet apart, hands on hips, head high.  Stay in this pose for 60 seconds, breathing deeply as if you own the world.

Sound nuts?  The super-hero pose actually releases testosterone into your system, and sends radically different signals to the people you meet.

 

3.  LISTEN FOR YOUR HOOK

Your hook is what allows you to create a bond you can follow up on.  It’s always there.  Watch out for it.

Here’s how:  find something in common that’s context-dependent.

What does this mean in plain English?

1)   Find something you can comment on – a bracelet, their dog, passive income, etc.

If you’re not good at this, practice.  Walk up to friends and strangers and find something you can comment on ALL THE TIME:

“Your dog – that’s a really nice collar, where’d you get it?”
“You have an unusual bracelet.  Is it hand-made?”

Do not frame it as a yes/no question.  Open the conversation with an observation.   Then you already have your follow-up question.

This is a master skill to build rapport, so practice until it’s second nature.

It’s also fun, and very useful if you’re an introvert.

2)    When you’re talking to a V.I.P., listen for something that has meaning for them:  their favorite cause, an upcoming vacation, free time, passive income, a new venture, fly-fishing.  This is a good hook on which you can build relationship.

Wait a bit and then ask them to tell you about what they are passionate about, how they got started, and what they hope to do.

3)    See if you can find something that you two have in common, that’s different from everyone else.

“You like terriers too?”
“I love Heffer International.  I’ve bought a lot of goats and bees in the
last 5 years.”

These simple techniques allow you to talk to anyone, anywhere, and will always show you how to create a connection with someone.   You can say good bye to the mush-mouth, nervous-grin type of encounters where you walk away and think, “Shoot!  I blew it!”

And none of them are fake.  They are all intended to quickly and easily build a deeper bond with someone you have just met, and give you a wonderful way to follow up later on.

Stay Tuned!  I’m saving the best for last.

In my next post, I’ll introduce you to Derren Brown, who is a world-class mind control expert.

If you’re as fascinated by the mind as I am, I’ll show you clips of Derren and you can watch exactly how he does it.

5 More Amazing Techniques Showing How to Instantly Bond with VIPs

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on PinterestShare on StumbleUponEmail this to someonePrint this page

Warren Buffet For Blog

 

 

 

 

 

 

 

 

 

 

 

 

Below are 5 more amazing stealth techniques to create an extraordinary bond in the first 5 minutes of meeting a V.I.P. you want to connect with.  These work great, not just for when you are speaking with a V.I.P.  These techniques are great, as they give you a blueprint that shows how to instantly bond with anyone.

1. Allow them to visualize working with you.  (“Let’s say you and I were working together, how would it help your process?”)

You are still keeping it as a potential.  If you have follow the script above, their defenses are lowered, and they are visualizing working with you, but not feeling sold.

2. Engage their thought process.  Do not ask a Yes or No question.

Only ask open-ended questions.  If you ask a Yes or NO question, it can shut down the conversation, or you have to dig yourself out of a conversational hole in order to keep building the relationship.  You are not going to be able to instantly bond with anyone, if they are suddenly made uncomfortable, and put under pressure to answer specific “yes” and “no” types of inquiries.

3.  Use defusion (schmoozing) and embedded commands: “I’m not saying that you and I will work together, I’m saying that if you and I were working together, for example, this is how it would go”… (establish relationship before you do this.)

What are embedded commands?
“you and I will work together”
“you and I were working together”

These are embedded commands.  They are not heard by the conscious mind, but the unconscious.  They are very effective.  And, of course, they will help you instantly bond with anyone.

You need to have a good conversation going, and a feeling of relationship, before you use embedded commands.

And defusion – we all know how to defuse.  Even if you schmooze to your dog, you’ve got schmoozing talent you probably don’t’ even know about.  Defusion is effective because you can switch to another topic, such as the room, the people, the food, the weather, what they like to do for fun, to ensure that the conversation is not salesy in any way, shape or form.

 

4.         Create a triple “yes” set:   You know a few secret things they were going to say yes to…

I see you as an informational resource, I know I can trust you and I know we can trust each other one this.  (You’re smart, good, and we can trust each other.)

This is a triple Yes set.

 

5.         Listen so that they feel listened to.  Nod, change your expression, and let them see the effect their information has on you.

Why?  Feeling listened to is so emotionally close to feeling loved that the average person can’t tell the difference.

And we’re not done!  Stay tuned for the 5 more 7 phenomenal tips on how to create an immediate and engaging relationship in the V.I.P. Series.  And remember, all of this information will help you instantly bond with anyone.

4 Kinds of Too Expensive

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on PinterestShare on StumbleUponEmail this to someonePrint this page

TooExpensive

Have you ever come to the end of a great
prospect call and heard, “I’d love to, but
it’s too expensive.”

Jerri was superb coach and trainer, but
selling made her nervous.

Whenever she heard,
“It’s too expensive, ”Jerri made the
rookie mistake of talking back to her
prospect.

Rookie Mistakes:

  1. “Not when you compare the value you’ll be getting.”
  2. “This program is actually half my usual rate.”
  3. “Do you know what Tony Robbins charges?”
  4. “Can you afford not to invest?”
  5. “What will happen if you don’t invest in yourself now?”

And more often than not, the prospect would hang
up with, “Let me think about it.”

And Jerri would follow up, and hear,
“Thank you for calling, but I can’t make a
decision now.”

Jerri was suffering and so was her income.

Jerri didn’t know was that there are
4 kinds of “too expensive,” and she didn’t
know how to find out which one she was
up against.

Here are the 4 kinds of “Too Expensive.”

The 4 Kinds of “Too Expensive”

  1. “I don’t have the money– period.”
  2. “I don’t know whether this is worth it.”
  3. “I don’t know whether this compares favorably to other options.”
  4. “I think that this is worth it, but I’m not sure I want to spend the money.”

Jerri stopped trying to answer the “too expensive” objection.

She started asking questions instead.

Jerri realized that she had to find out which “too expensive”
she was dealing with.  Otherwise the conversation turned into:
“Who, me? Expensive?  I’m not expensive. Not when you consider the value…”

This was the deadly trap Jerri had fallen into.
All she got was excuse after excuse.

She could not find the real deal-stopper,
So she couldn’t deal with it and close her client.

Finding the Real Excuse

Jerri learned to gently ask questions, such as:

  1. “Well, I mean, will they switch off the electricity if you spend the money?”
  2. “You know, having listened to your friends who’ve done the course, you think you personally can do it? They did it, but it depends upon you…
  3. “So, you’re saying that yes, you see yourself doubling your revenue. Do you think there’s an easier, cheaper way of doing it?”
  4. “You said you’ve misspent money in the past on programs? Do you feel that this could happen again with the one here?”

Faster than she could imagine, Jerri’s prospects
began to open up to her, because people tend to get
very honest when they feel respected.

And she was able to help them see what was really stopping
them.

And by remaining neutral and questioning, Jerri helped
her prospects make a good decision – which frequently
became – to work with her.

Jerri began to sign client after client.
Her business began to grow, and so did her new-found
confidence.

Don’t settle for the first “too expensive” you hear.
It’s a smoke screen.
Keep asking.

© Ann Convery
Sales Training Consultant

The Real Secret to Webinars that Sell

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on PinterestShare on StumbleUponEmail this to someonePrint this page

Portrait of mature woman sitting in countrysideI hope your Thanksgiving was
terrific, and if you’re not in the U.S.,
Bon Appetit anyway!

We had a blast.

It was too cold for turkey on the beach,
so we dined on brined turkey, braised arugula,
and other treats, cooked by 3 professional chef-friends.

Naturally, I ate too much vegan chocolate and
ended up totally wired at 3:00 a.m. from the caffeine.

But it was worth it!

Today’s story is about webinars.
Not webinars for lead generation,
not webinars products, but webinars
that sell.

Here’s the real reason webinars sell –
and why so many of us fail to see it.

Donna was a first-class business
coach who had a secret problem.

She didn’t have enough clients.

And her peeps constantly told
her how they’d love to work with her,
they just couldn’t afford it.

Donna didn’t know how to get
past “Love to, can’t afford it.”

It was like the Rock of Gibraltar
blocking her path.

What was really stopping her?

Donna had an extremely logical,
rational mind.

On her webinars, she presented
the facts, her stunning results, and
she let the results speak for themselves.

Bad move.

So when prospects called about
working with her, they were stunned!
shocked! that her programs cost that much!

Donna’s webinars were not doing their job –
which was to put her audience into an emotional,
slightly anxious state, and leave them there.

So by the end of the webinar, her audience
was in a longing-for-it, dying-for-it, gotta-have-it
feeling state.

Does this sound too dramatic?  Distasteful perhaps?

This is the secret state from which we
all make a move, and buy.

Donna’s job, on her webinars (and phone calls
and Facebook ads and every other piece of marketing)
is to place her prospects as closely as possible
into that feeling state.

So that by the time they call her, they’re
half-sold, or pre-sold, and it’s all over but
the shouting.

But Donna was a former math major.  She herself
didn’t respond to such tactics (she thought),
so why should anyone else?

The truth is that Donna, left-brained as she is,
buys for the same reasons everyone else does.
She just doesn’t recognize it.

When she did her next webinar, she
agreed to throw out her old format.

    • Her new webinar started out with a story.
    • She talked about a client who had gone through hell
      before he met her, and how he turned his business
      around in 10 months.
    • She threw out her teaching points and turned them all into stories.
    • Before she introduced a story, she talked intimately to
      her audience, telling them, “And here’s a problem that has
      been bothering a lot of you for a long time. And I know that
      because you’ve told me…”
    • She deliberately created an intimate relationship with everyone
      on the call, reminding them that they had talked to her,
      confided in her, told her how bad the problem was.
    • Her slides were filled with emotionally-driven pictures.
    • And when it came time for the offer, she took her time.
      She told them that she knew the secret reason they had come
      on the call (which ensured that everyone was listening hard.)
    • She stunned her audience by telling them that they had it all
      backwards – that they were concentrating so hard in one direction,
      they couldn’t see the real reason why they were stuck. You could
      have heard a pin drop.
    • She took them into the future, not a place the mind normally goes,
      and painted a gorgeous picture of where they wanted to go.
    • She told them that there was just a 3-step difference between them
      and the most successful 7-figure entrepreneur.
    • Then she offered her program as that 3-step solution.
    • Donna spent nearly 20 minutes, moving her audience from pain to
      pleasure and back again.  She asked quietly how much longer they
      were willing to stand that pain.
  • Then she stunned them again by showing 7 amazing results
    she’d had with her clients, in rapid-fire succession.

There are 9 points to a great offer
on a webinar, and Donna
hit each one of them.

After the webinar was over,
she got 21 requests for a strategy
call.

Donna sold 11 people into her program.

Emotion gently pulled her prospects out of
their thinking state and into their
feeling state, the only place from which
they will make a move, and buy.

You don’t logically talk someone out of
their resistance.

You melt it.  With feelings.

Donna is ecstatic, and so are her new clients.

And she will never again underestimate the power
of feelings to bring in the clients.

If You Can’t Open, You Can’t Close

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on PinterestShare on StumbleUponEmail this to someonePrint this page

closed the saleDan was hurting for clients.

A terrific business consultant and one of the top sales trainers out there, Dan’s work impressed
people.

But too many of them “disappeared”
somewhere before or after the sales conversation.

Dan read books on closing, he took courses
on closing, he even practiced closing with his
wife until his wife told him “Enough already!”

Dan memorized the classic closes, such as the “Tie Down,” the “Ridiculous,” and the “Takeaway.”

But too many clients were still melting away.

What was wrong?

Dan wasn’t setting up the close.   At all.

Why?

Dan didn’t know that the sale begins at “Hello.”

If you can’t open, you can’t close –
as much and as often as you’d like.

When Dan met prospective clients, he’d say:

“I work with small business owners up to
$25 Million to eliminate overwhelm, straighten out
their distribution and cash flow, and increase their business.”

His posts and articles were educational,
with no stories so prospects could relate.

Dan was talking all about himself and his service.

  1. Dan did not realize that his prospects didn’t care about Dan, they cared about what Dan could do for them.
  2. He was not monetizing his service for them, so they did not instantly “see” how much money he could make them.
  3. He was not showing them a huge Before-and-After gap that would impress them with his expertise.
  4. He was not putting his results into stories – the ultimate sales tool.
  5. Dan talked too much –thus shutting off any anticipation, curiosity, intrigue, and anxiety that maybe Dan had tricks up his sleeve his prospects didn’t know about.
  6. Dan did nothing to arouse feelings in his prospects, and feelings are the only way the Old Brain (the real buyer) will become interested, and the only way prospects will want “more.”

Dan was not creating desire, anticipation, and leaving his
audience hungry for more – which is the heart of superb sales.

The sale begins at “hello.”

Dan said, “I give a great service.  Why do I have to sell people?
Why can’t they just read my articles and testimonials?”

Because they’re too busy.
Because it’s a buyer’s market.
Because you have to seduce your buyer – from the word Go.

After we worked together, the light bulb went on.

Dan began to talk in the language his prospects wanted to hear.

He finally used stories:

“When I met Mark, he was working 12-hour days, struggling to
meet payroll, and too busy to grow.  Six months later he brought
in over two million, and took his family to Italy for 2 weeks.”

His clients began to feel their own pain in his stories.

And they began to see their salvation in his results.

Dan created a whole series of stories to use in order to heighten the
interest, curiosity, desire and anxiety for what he did.

He stopped taking too much.

He began to “romance” his prospects, feeding them
tantalizing bits of information in conversations and emails
that aroused their interest to a fever pitch.

By the time the sales conversation came around, there
was no need to “close.”

It had already happened.

Dan increased his signing rate by 50% and he’s still
climbing.

And he no longer worries about the close.

Elephant Under The Rug

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on PinterestShare on StumbleUponEmail this to someonePrint this page

ElephantJust got back from a gorgeous trip to
the East Coast, although 5 hours of waiting in the
airport (bad storm) didn’t give me time
to finished this week’s article.

So – here’s the story that got the most
comments ever from readers.

Let me know if it rings true with you.

Always Mention the Elephant Under the Rug.

Kathy was a crackerjack sales expert who could
teach anyone to sell.

When people asked her what she did, she
told them:

“I show entrepreneurs how to start making money
to the tune of an extra 4-5 figures each month.”

So why weren’t people signing up in droves?

Kathy loved sales so much, that she forgot…

nearly everyone she talked to hated sales…

and secretly hoped their marketing efforts
would bring in the business…

so they wouldn’t have to “sell” – ugh.

Kathy couldn’t make any progress-

Or even utilize her amazing prowess and sales techniques.

And that’s because she was ignoring the Elephant Under the Rug,
or the Big Objection.

We all have one.

It’s the Big Objection that your prospects are afraid
of, and that keeps them away from you.

Because no one ever talks about it.

Here are some Big Objections:

THEY SAY: I show entrepreneurs how boost sales by 4-10K a month.
YOU THINK: Oh sure!  Easy for you to say!  I hate sales!

THEY SAY:  I increase my client’s business with mobile marketing.
YOU THINK: Your service would never work for me.  I don’t even know what it is.

THEY SAY: We show overwhelmed professionals how to simplify their portfolios.
YOU THINK:   What makes you any better than my investment guy?

THEY SAY: I sell a skin care cream that takes 8 years off your face in 12 weeks.
YOU THINK:  MLM!  (Gasp!)  You want me to pester my family and friends!

THEY SAY:  We increased visitors to a healthcare site from 3.6M to 6M a month.
YOU THINK:  I couldn’t possibly afford that.

What’s the solution?

  1. Find the top 3 Secret Objections all your prospects have.
  2. Mention each one casually as you talk to people.
  3. This lowers their anxiety, since you brought up the bogeyman first.
  4. Handle the objection before they have a chance to turn you off.

Kathy realized that if she talked out loud
about how people dreaded sales, they paid
much closer attention.

She began throwing in stories like these:

“When I met Julie she was afraid of those sleazy sales tricks
she’d heard other people use.

“Now Julie has a whole new outlook on what selling really is.
And she quadrupled her sales in 5 months.”

By deliberately mentioning “sleazy sales tricks,” Kathy…

  1. Acknowledges that she knows what her prospects are thinking.
  2. Demonstrates that it’s possible to quadruple sales without sleazy tricks.
  3. Neutralizes the fear that her prospects have of sales.
  4. Opens a much wider door to working with her.

What’s the Elephant under Rug in your Business?

What’s the biggest secret objection people have to working
with you?

Mention the objection, neutralize it, and you will
have far more engaged listeners…

who will be much closer to working with you.

Because they trust you a lot more.

The #1 Reason You Don’t Charge What You’re Worth (And Why to Raise Your Rates)

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on PinterestShare on StumbleUponEmail this to someonePrint this page

You and Elizabeth Taylor have a lot in common.

Fame meant nothing to her. “I’ve been famous all my life,” she said. “It never meant anything to me.”

Until her dear friend Rock Hudson died.

And she finally saw how useful her fame was.  And she used it to raise millions in his name. [Read more…]

Are You Relying on Gut Instinct to Make More Money? Oh Dear!

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on PinterestShare on StumbleUponEmail this to someonePrint this page

There are Wild and Woolly Entrepreneurs out there who rely on their gut instinct.

It’s not a bad concept.

You should listen to your body if you’re getting a headache talking to a potential JV partner.

But let’s kick it up a notch.

You all know (maybe personally) six-figure sweatshops where sure, you’re making money, but daily life is a grind.

Want to know the No. 1 difference between 6-figure sweatshops and Cajillionaires?

Doubt.

What?!

Cajillionaires test everything.

They doubt everything until it’s been tested.

6-figure Sweatshops don’t… most of the time.

What does this mean?

It means that your gut instinct doesn’t always work when you’re selling on the internet.

And if you’re betting your income on your gut, try this first.

Go to whichtestwon.com.

Pit your gut against a double-blind test.

See how many times you’re right.

Want to join the Cajillionaires?

Good.

They test everything.

Emails, subject lines, headlines, landing pages, colors, pictures, fonts, phew!

And they never stop.

So… want to kick it up a notch?

Do you want to make more money?

Money loves security. (Just look at Wall Street)

Testing brings security.

Save your gut instinct for people, and start testing your site and everything connected to it.

If you commit to this…

You will start to make more money so fast, it will make your head spin.

3 Secrets to Take Away the Pain of Buying

Share on FacebookTweet about this on TwitterShare on LinkedInShare on Google+Pin on PinterestShare on StumbleUponEmail this to someonePrint this page

Joan was struggling in her month-to-month coaching business.

She was an excellent coach, but it was like pulling teeth to get people to sign up.

And when they dropped out – ouch!

Then she discovered 3 little secrets, and increased her business by well over 100% in 7 months.

  1. Joan found out that 20% of every market – including hers – would pay a very high price for the right solution. This shocked her. Where were her Big Spenders hiding?

Joan’s Big Spenders were hiding out, because she wasn’t offering them anything that seemed like a sure-fire solution to their problems.

  1. Many folks don’t want month-to-month coaching these days. They prefer to buy complete systems that are a solution to their problem.

And the secret that really turned it around for Joan was…

  1. There is unconscious pain, deep in the Old Brain, when we spend a lot of money. The pain is not at the actual price, it’s the value we think we’re getting.

Here is how Joan turned around her business:

First, she did a client survey to find out what her people really wanted

Then Joan realized that she could offer a 6-month system instead of month-to-month coaching.

Joan targeted her system to exactly what her clients said they most wanted.

Not only did Joan name her system (remember people like to buy systems that are solutions), she put the transformation that her clients would experience into the name: Turnaround: 12 Months to 6 Figures.

(Even if her clients did not make 6 figures in 12 months, they were solidly on their way with her coaching.)

Next, Joan named each step of her system, because naming every step makes people see your package as more valuable.   “Who Are Your Big Fish?” was her first step, where she taught people how to tease out that 20% of their market that would pay for high-ticket products.

How did she get her own Heavy Spenders to come out of hiding?

Joan packaged her system so that it was full of bonuses and hands-on material. 

These days, people like workbooks, cheat sheets, and stuff they can hold in their hands. Joan made sure they got a lot of material to work with.

And Joan’s bonuses were irresistible – such as 1 private call a month with her, two 4-day Mastermind retreats, and a 3 Marketing Miracle Makeovers.

And last, how did she take away the pain of buying?

She priced her 12-month Turnaround Mastermind at $25,000, and sold it for $18,000 if they signed up within 24 hours.

The Old Brain does not feel pain at the actual price, but at the value. 

So Joan made the price relative – this is very important.

She made sure that her clients knew that the steps to her program, such as the retreats, priced separately, would come to much more than $18,000.  

She told them what other similar programs cost.

She asked them to write down the income and time they were losing by not investing.

She positioned her system as the best possible value for the investment.

And – she made the buying experience fun. Another highly important point – for another article.

Joan promoted her system for 6 months, and signed up 22 people, or just under 20% of her market.   Her Heavy Spenders came out “out of nowhere” and bought!

Did you know 20% of your market will spend for a well-positioned system?