82 | The Psychology of Premium Clients for Selling 1:1 Coaching

Speaker: 00:00:05

Hello and welcome to Women in

the Coaching Arena podcast.

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I'm so glad you are here.

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I'm Jo Lott, a business mentor

and ICF accredited coach

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Microphone (Samson Q2U Microphone):

and I help coaches to

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build brilliant businesses.

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I know that when you prepare to enter

the arena, there is fear, self doubt,

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comparison, anxiety, uncertainty.

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You can tend to armor up and

protect yourself from vulnerability.

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In this podcast, I'll be sharing

honest, not hype, practical and

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emotional tools to support you to make

the difference that you are here for.

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Dare greatly.

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You belong in this arena.

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Hello, welcome to the 82nd episode

of women in the coaching arena.

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I am so glad you are here.

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It's Saturday afternoon.

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I haven't recorded a podcast on a

weekend for ages, but I'm super busy

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at the moment because I'm running a

30 day sprint right now for my clients

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and that means loads of offers to

review and really ramping things up.

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It's not just a sprint for my clients.

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It's a sprint for me as well.

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So excited to spend the

afternoon with you here.

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Firstly, I wanted to say, thank

you so much for listening.

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I appreciate each and every one of you

for allowing me into your ears whenever

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you are listening to this episode.

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I've been reflecting on my own clients

this week because I'm attracting

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some wonderful people at the moment

who are hight intense buyers or

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people who have that huge identity

shift whether or not they feel ultra

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confident all the time, but they

deep down know that they are going to

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change and they're in a real growth

mindset of like, yes, I can do this.

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It's a slightly different mindset

that I seem to be attracting lately.

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Therefore I wanted to record

this episode for you on the

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psychology of higher intent buyers.

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I also think that it helps that I

sell from a sales page or via chat

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a lot of the time, these days.

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They haven't taken loads

of convincing to buy.

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They have made their decision

and I absolutely loved that.

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Because in entrepreneurship, there is

going to be decision after decision.

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If you are taking ages to decide on

whether to join a program and needing

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loads of convincing, then it's not a good

start to your entrepreneurship journey.

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That is the perfect analogy for high

ticket clients and the mindset that

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they have, that this will work for them.

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It's worked for others, why

wouldn't it work for them?

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Versus saying, will this work for me?

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And yes, we all have that tiny doubts

that something might not work for us.

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I was once at this business event

with a business coach I love called

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Fabienne and someone said, how

many people fail in your program?

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She said, what a strange question?

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Why are you seeking out evidence

that this won't work for you?

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Versus looking at the evidence

that I've just shown you, that this

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will work for you and this can work.

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In one way, I loved the question.

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Cause I thought like that's

secretly what we all want to know.

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But it also did make me think.

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Yeah, you're right.

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You're never going to succeed

with a mindset like that.

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Why wouldn't it work for you?

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It's clearly worked for others.

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She has hundreds and hundreds of

testimonials, so it's possible.

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If you work, it will work.

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That's what I'm covering today.

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How do we effectively sell to and attract

high ticket and high value client.

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We are going to approach this from

a completely different angle.

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Let's start by reframing the question.

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Instead of asking how do I sell this?

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Or how do I get people

to buy what I'm offering?

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We need to start by really understanding

how that high ticket client actually buys.

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It's not just about your launch

plan or your sales page, although

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yes, those are important.

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The key is to really deeply

understand who your client is and

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how they make purchasing decisions.

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Let's first define high ticket client.

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Sometimes it is someone who pays

three K 5k, 10 K for something.

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They also can be the person who just buys

a lower value thing because they just

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want it there and then they're prepared

to implement it and put it into action,

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so it's about their mindset as well.

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A true high ticket, high value

client has a growth mindset.

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They're looking to expand, move

forward to completely transform.

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They're open to changing their identity.

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Think about it this way, it could be even

someone at the start of their business

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journey, but they still invest because

they have a big vision and they know

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they didn't want to stay at the start

of their business journey for long.

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I have a great client who joined

me when she was on gardening

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leave from her employer.

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She genuinely was brand

new to the space.

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Had never done any marketing had never

put posts out on LinkedIn, for example.

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In her career, she was, off

the decision-making mindset.

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She has gone from strength to strength in

her business really learning everything.

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Actually now reflecting back I

think her first three or four weeks,

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she was probably shell shocked.

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Lots of people do join my

program when they've been doing

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this for a year, two years.

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They kind of have some idea about what's

going on, but she had joined genuinely

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before even thinking about niche,

offer marketing, any of the staff.

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She just messaged me back from

my first email and my nurture

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sequence saying, I need your help.

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When can I start?

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Which was a brilliant indication

of that high value, high intense,

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high successful type of client

and that is what she has become.

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The common thread we are

looking for is that mindset of

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growth and forward momentum.

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Let's talk now about the three

pillars of sending any offer.

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When you are thinking about an

offer there are three fundamental

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things you want to consider.

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Firstly, why this offer?

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What is the transformation they will get?

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What is your offer promise?

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You might like to consider it.

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If the word promise scares you.

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I think about your

transformation statement.

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How will they go from A to B.

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Are they going from stuck in their

career into a job that they love?

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What is the A to B transformation

that you are facilitating?

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The key thing here is to spend an

hour in tangible day-to-day moments,

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you will always know you're going

to vague on your ideal client.

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If you're using words like

goals, challenges, vision.

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What is their goal?

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What is their challenge?

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What is their vision?

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If you can't spell that out for

them, they're unlikely to be able

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to see the value in what you offer.

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Fortune favors the brave.

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If you cannot be brave, they will go

to someone else who can be braver.

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And I know that is really, really

tricky, but little by little, just keep

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thinking, how can I make this a tiny

bit more tangible, a tiny bit clearer.

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Next question is why are you

the right person to lead them?

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Have you done what they want to do?

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And if so, show them your journey.

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Did you go from underconfident and unable

to speak up to speaking up clearly?

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What is your journey including the

highs, the lows, every single step of

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the way, because usually people want to

work with someone who has undergone the

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sorts of transformation that they want.

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We know as coaches, this isn't necessary.

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Most of the time people are

looking to you for that inspiration

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of what is possible for them.

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Our third question is why now?

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What makes it the right time

for them to take action now?

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I run an evergreen program.

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I don't really use that kind of scarcity,

you have to join this month because , they

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can also join next month if they want to.

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Realistically it's like, when

do you want to actually start

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getting serious in your business?

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When do you want to start the journey?

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The quicker you start the journey.

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The quicker you will be gaining

those high value clients.

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If you have a specific deadline, if

for example, you're running a group

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program, then that really does help.

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I use this analogy the

other day with my clients.

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If you had a job offer at some

point you're going to have to decide

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without knowing if it's a good move

or not whether to accept that job.

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The problem is when we

are in our own business.

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We wait around thinking, oh,

well I don't know my niche.

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I don't know my offer.

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What if this doesn't work?

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And there's no one to push

you over the edge to say.

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Do you know what you're never going

to know unless you make the decision.

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Think about if you were going for a

job, you have to accept that job not

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knowing if it's going to be better

than your last job, if you're going

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to like the team, if you're going to

settle in, if it's going to feel good.

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You have to take that decision

without knowing any of that.

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Just stop going so easy on yourself with

procrastinating, not making decisions on

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whatever you need to make decisions on.

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Thinking there is one right

answer because in life reflect

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back to all of your decisions.

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You don't know if it's the right partner

that you're going to be with forever.

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If it's the great job that

you really hope it will be.

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You have no idea of anything in life.

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There are no guarantees.

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You need to make that

decision and take action.

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And that is what's going to show

you if it's the right action or not.

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Either way you will win or you will learn.

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How can you talk to your ideal

clients internal drivers?

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There are reasons they want to make a

decision now versus make it in three years

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time when they've already lost confidence,

they've lost loads of money, they've

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lost loads of time with their children,

whatever it might be for them really think

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about their drivers to make that decision

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now.

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Let's now look at choosing your

ideal client who does want to make a

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difference and that client who does want

to move and change something quickly.

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High ticket and high value clients

are looking for something more.

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They wants to get to their

goals easier and faster.

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They are people on the move.

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They do not want to mess around.

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They're looking for that solid

pathway promise to get there

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with more ease and more speed.

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You don't want the client who isn't

going to take action because it doesn't

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help you and it doesn't help them.

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In all of your communications, really

think about talking to that client who

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does know they're going to be successful,

who does know that this can work for them.

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Why wouldn't it?

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So again, up level, your ideal

client, that's something I'm learning

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a lot and I'm absolutely loving the

sort of clients that I'm working

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with now who aren't hesitating.

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They are taking action.

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Within one call they're

nailing their niche.

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The next week they're doing their

offer and the third week they're

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selling that offer inside of my

program and I absolutely love

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working with clients like this.

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It's a real identity shift to be able

to speak to clients that are going to

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get great results working with you.

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You want to speak to that

identity in their messaging?

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You don't need to just promise results,

speak to them as if they are obviously

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the person who achieved those results.

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They know deep down that they are that

person, and they just need someone to

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motivate them, provide the accountability,

given the structure to make this happen.

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Focuse on the identity shift that makes

that desired outcome inevitable for them.

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Now comes the bit, but everybody

skips over understanding

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that ideal client deeply.

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I know you have done so many of these

exercises where you think about your

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client is aged 30 to 35 and they're

married and they live in London.

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Wherever it might be, but you

need to really go beyond that

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surface level demographics.

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Think about that actual side key,

what excites from what scares them?

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What are they writing in that journal

that they don't share with anyone else?

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What is their most audacious goal

that they are afraid to say out loud.

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Get super clear on what

they're not telling you.

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If you are the person to paint

the picture of their dream, of

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that goal that they secretly want.

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They will know that you are

the person to guide them there.

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Something I'm excited to start doing

more is sharing the experience.

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High value clients are buying

an experience, not just

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basic product or service.

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Start sharing more about what

it's like to work with you.

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Give them a flavor of the conversations

You have with your other clients,

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the environment that you create.

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This is what sets you apart and

justifies your premium pricing.

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I'm excited to have someone new

started to work with me last week.

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One of the projects we're working on

is really mapping out for each and

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every client, their journey, how

lovely would it be to see this is where

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you started with your onboarding form

and here are your highs and lows and

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everything in between along the way.

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As well as that being an amazing gift

to my client it's also a great way of me

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tracking and really seeing and being able

to share those results of real clients.

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Especially, what I'm really

excited to do is start sharing,

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how quickly people get results.

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Because people want quick wins as

well as wanting to go on the journey.

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Even a week or two in the

program, the mindset shifts.

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Somebody started a couple of weeks ago.

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Within the first few exercises

she did in the portal.

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She said, you know what I've realized

I'm playing small and I have been for

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years and she literally shared in

our slack group her huge, big vision

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that she had been too scared to

even think or say out loud before.

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I really think there is such power in

having that courage to say it out loud.

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What she really, really wants and

she's already on the way to getting it.

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The action she's taking now,

just two weeks into the program,

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aligns with that vision that she

has allowed herself to step into.

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Share those experiences with your

ideal clients and they will see

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maybe that's possible for me as well.

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Okay my final points to round up

today is owning your authority.

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I think so many of us underestimate.

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How good we are at what we do.

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We try and be polite , it's

especially for women.

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It's like that thing that you

should be modest, polite, not

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shout-outs about how good you are.

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At the same time, we really do

need to own our own expertise.

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Your unique perspective and the

transformation that you can provide.

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High value clients are not investing

in you for surface level results.

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They want complete identity shifts.

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They're investing in you because

you can see their gaps, the things

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that they are struggling with, and

might not admit even to themselves.

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The best way of helping them to

sign up to you and fill those gaps

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and really amplify that success.

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The key points I want you to remember

from this episode is it's about mindset.

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So yes, you need to have the

practicalities in place of a

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good niche and a good offer.

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But it's also about stepping into it and

being fully courageous to energetically

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attract those clients into your world.

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It's not just about the basic offer.

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It's about how you show you are

the person to lead them on the way.

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Speak to their identity, share the

experience of working with you and

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own your authority in this space.

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If you are struggling with this

don't worry, you are not alone.

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Everyone has highs and lows along the way.

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Create a way of sharing what

are your successes, what

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have clients said about you?

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If you haven't had those clients

yet look at your own journey.

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What have you overcome along the way?

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What have you achieved?

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What have you dug deep and done what

most people won't do and even just having

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your own business is something that

probably 98% of the population will never

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do most of the time they want to, but

they're too scared to take that step.

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If you have taken that step you

are already in that top 2% of the

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population going after what you want

and determined to make this happen.

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Keep remembering that your business

and your mission is way bigger

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than one offer or one client.

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Especially bear this in mind, if an

offer flops or you have a discovery

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call and they don't come back.

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When you truly embody that success is

coming, you do not need that one client

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or that one offer to be successful

because there is plenty more on the way.

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There are people out there who want

to take fast action and prepared to

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identity shift that this will work for

them and they are the clients you want

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because they are the clients who are going

to be successful in working with you.

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That is all for today's episode.

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I hope you found it valuable.

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Please do share this podcast with a friend

or your coaching cohort who might benefit.

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I would hugely appreciate that.

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And don't forget to hit the subscribe

button because I think it makes a huge

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difference to the podcast algorithm.

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Also obviously you're then get notified

every single time I dropped an episode.

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Like I say, at the end of every

episode, trust yourself, believe

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in yourself and be the wise Gardner

who keeps on watering the seed.

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Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

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episode of Women in the Coaching Arena.

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I have a mess of free resources on

my website joannalottcoaching.com.

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That's Joanna with an A

and Lott with two T's.

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joannalottcoaching.com.

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And I'll also put links in the show notes.

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Let me know if you found

this episode useful.

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Share it with a friend and

leave me a review, and I will

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personally thank you for that.

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Remember to trust yourself, believe

in yourself and be the wise Gardner

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who keeps on watering the seed.

312

: 00:19:22

Get into the arena dare, greatly and try.