32 | Transform Curious Clickers into Coaching Clients Now

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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, shame.

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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.

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Welcome to the 32nd episode of

women in the coaching arena.

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I am so glad you are here.

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Today, I'm excited to discuss the mystery

behind snagging those by now buyers

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and turning interests into investments.

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So get ready for a 15 minute ride into

the minds of your potential clients.

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We'll cover both selling to

individuals and also selling to

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organizations in this episode.

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So whichever you are doing

this will be relevant for you.

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So the first point on this is

understanding the awareness journey.

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Understanding that buyer's journey

from oblivious about what you can

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do for them to buy now is crucial.

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And this journey has several stages.

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So the first one is unaware.

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They have.

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Absolutely no idea about their

own problems or their pains.

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They are a bit like what I was

when I was going into the workplace

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and just coming home again, like

that's what I thought had to do.

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I wasn't very happy, but I

didn't really think about it.

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I just thought it was normal

to feel quite miserable.

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Most people live their

life like that sadly.

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On autopilot, completely unaware of

how miserable they are and that there

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might be an option to be less miserable.

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So we start with that unaware place.

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Next moving on to problem aware.

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So now they might recognize the issue.

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So, you know, you're seriously unhappy

at work for example, but they might still

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be clueless about what to do about it and

that there are any solutions out there.

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Like I certainly didn't know

anything about career coaching

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when I was unhappy in my job.

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So it just shows, even though we, as

coaches can feel like the whole world's

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full of coaches and it's all we see.

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There are so many people out there

who probably know nothing about it

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because they haven't got the same

newsfeed as you on social media.

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So at this stage problem aware they are

starting to realize they're unhappy.

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And empathy is key.

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So if you can speak to their

problems, fears, desires.

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and, become a relatable figure.

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Then they will move slightly

up the chain to the next step.

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So the next step is solution aware.

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They now no solutions exist.

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Maybe they've seen a post saying,

you know, come work with me.

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I can help you with your unhappy

career for example, but they might not

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know which option is right for them.

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Maybe they're thinking about a CV writer

or just looking on job boards for the

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same sort of job that they've always had.

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So this is where your

expert guidance comes in.

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You can showcase the viability of

your approach without the hard sell.

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Once they have moved through

that solution aware phase,

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they move on to product aware.

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So they finally, they understand that you

have a viable solution to their problem.

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So now your message should zero

in on why your coaching is the

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ticket to their transformation.

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I'm currently running a 30 day launch

plan and it takes people through all

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of these phases from unaware, problem

aware, solution aware, to product aware.

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So there is a psychological journey your

buyer goes on to purchase, anything.

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And so the program covers all

of these steps systematically.

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So you really get to see what

effective marketing looks like.

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And how you can take that person

who's vaguely thinking about buying

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your thing, to answering all their

questions, all their fears about

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doing so to actually purchasing.

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What you can do when you want

clients now is to really pinpoint

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and focus on those buy now buyers.

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So zoning in on those by now buyers

involves stronger calls to action.

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Content that really clarifies

their thoughts and excuses

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for not taking action.

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It's about showcasing testimonials

to show that your solution works.

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Let's talk about crafting an irresistible

message because crafting that message

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that converts requires a blend of

emotion, logic, and a dash of urgency.

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Weaving stories in that your ideal

clients can see themselves in.

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Pinpointing that transformation that

you can guide them through and combining

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it with data backed results and social

proof to cover that logical aspect.

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So we all buy differently.

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Many people are detail people,

but generally most of us buy on

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emotion and back it up with logic.

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So emotional posts are really good.

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Versus, you know, by my thing,

which yes, we need to do.

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And I spoke about that in episode 30.

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How important it is to really

know what you are selling.

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So a winning formula is emotional

resonance plus logical assurance.

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Plus timely urgency is high

conversion so those limited time

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offers or bonuses to inject that

urgency can really help as well.

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I also don't want to make you think

that social media is the answer

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to all of your problems because

probably 60 to 70% of my current

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clients are selling to organizations

so social media, isn't always the

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best option to reach those people.

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Yes, it might form part of your strategy,

but it isn't something that you can

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rely on to bring in those contracts.

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So let's move on to navigating

that organizational maze now.

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The key part here is

building relationships.

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So start by creating those

relationships, not with just the

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decision makers, but also with the

influencers within the corporation.

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It's not always the boss

of the organization.

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Who's the best person to talk to.

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I once pitched something to the chief

executive because, you know, I had

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access to him and I thought that

that would be the best way to go.

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But he just ignored it for absolutely

ages because it wasn't his department.

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It wasn't that interesting for him,

you know, training and development

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of his staff, which clearly it

should have been, but it wasn't.

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And so eventually I spoke to someone way

lower down in the food chain as such who

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got it signed off literally within a week.

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So sometimes it's not always

good to start at the top and feel

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like you will get that inning.

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Sometimes it's about influencing all sorts

of people within that same organization.

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It really helps if you are industry

specific for selling to organizations,

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because then you can know, what

networking events to go to.

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Know what webinars to show up at.

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And blend all of that

into your working day.

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You will also likely need to

tailor solutions if you are

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selling to organizations.

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So you knowing your offer inside out

is sometimes actually a hindrance

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when selling to an organization.

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Because what can happen is you switch

off really listening to what they

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want, because you are so busy thinking,

this is what I want to sell you.

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And again, I have made

this mistake before.

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I wanted to sell an all round

wellbeing package to an organization.

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So I had the idea of videos on

mindset and a section on exercise.

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And I had this whole solution in my head.

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I thought it would be an

absolute dream to give someone.

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But clearly they didn't think the same.

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They weren't interested

in all around wellness.

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They were interested in their

must have now priorities.

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So again, through someone else

in that same organization.

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I managed to go in and solve

a different problem than the

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one that I was trying to sell.

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So it's really about listening

to what they want and developing

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bespoke programs to address those

specific organizational pain points.

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Again, with selling to organizations,

case studies and testimonials really help.

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And focusing on those tangible

results, even more than we do in

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our normal marketing is really,

really useful for organizations.

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Next up is leveraging educational selling.

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So organizations adore insights.

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This is something I work with all my

clients a lot is really generating

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that influence in their industry.

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So by providing content that

speaks directly to their pain

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points and potential gains.

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Sharing what other people

in their industry are doing.

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They are interested in that because

they want to be that key person of

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influence in their own industry.

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Highlighting industry trends.

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You can position yourself as a thought

leader, ensuring that they tend to

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you when they are seeking solutions.

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So we've spoke about this a little

before, but again, utilizing a multitouch

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approach is really, really useful.

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I went out with some of my

clients in London for dinner

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last weekend, which was lovely.

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And I spoke to, one of them

had just joined and said,

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like, how did you find me?

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And she said, I just can't remember.

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It was just like everywhere

I looked there you were.

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And I was like, gosh, finally omnipresent.

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That's what we're aiming for.

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So they are maybe seeing you on Instagram.

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They're also seeing you on LinkedIn

that also listening to your podcast,

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they're also receiving emails from you.

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So everywhere they look, you

are there, like showing up

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and then they start thinking.

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Maybe this is a sign.

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Maybe this person knows

what they're talking about.

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Maybe I should do this thing.

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So that multitouch approach really

helps no matter whether you are

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selling to corporate or to individuals.

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So you can use email campaigns to

guide people through the process

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we talked about from awareness to

consideration providing insights and

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gradually introducing your offerings.

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I provide details of exactly how to do

this, including templates and exactly

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how to do the tech for your mailing list.

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In my program, the business of coaching.

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A well, underutilized one is actual mail.

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So because less people are doing

real post these days, it's a

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great way of you standing out.

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Somebody I know sends an actual gift

to someone who isn't a client yet.

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Like I send gifts to my clients

when they sign up to my program.

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But this was really interesting

viewpoint of sending gifts to

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people who are in their world.

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Like maybe they haven't bought yet,

but sending them a gift anyway, and

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really bringing in those senses.

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So like what can they taste in the gift?

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What can they feel?

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All of those things to really think.

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Wow.

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You know, this is interesting.

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This is unique.

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This is different.

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Establishing strategic partnerships

is another great thing to do.

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So anyone you already know who perhaps

knows someone in that organization,

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maybe that already delivering training

or workshops, but they haven't got

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a coaching arm in their offering

or even things like accountants

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who perhaps work in your industry.

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What are the contractors your ideal

client is connected with and think

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about if there is a way of you

building relationships with them.

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So peeling through these layers is

an intricate dance yet with that

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precision, value and strategic

movements, you can navigate through

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the maze and gain those clients.

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Let's summarize today's episode.

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First, we talked about understanding

the awareness journey from unaware

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to problem, aware to solution

aware and finally product aware.

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We talked about pinpointing buy

now buyers and the sorts of content

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that will attract those people.

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We talked about crafting your irresistible

message and how to blend emotion,

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logic and urgency into your content.

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We then moved on to navigating

the organisational maze as such.

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So how this approach may apply

to selling to organisations.

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Building relationships, tailoring your

solutions and bringing in case studies.

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We talked about leveraging educational

selling, especially for organisations

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and becoming that go-to expert

in your industry specific niche.

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We talked about utilizing

a multitouch approach.

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How can you become omnipresent?

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So everywhere they look, you are there.

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And finally, we talked about

establishing strategic partnerships.

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How can you build those relationships

with other people who may know

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people who you want to know?

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Thank you for joining me on today's

episode, do drop me a line on

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LinkedIn if this was helpful,

I would love to hear from you.

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If you want me to help you to actually

build your business and really implement

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this stuff because there is a lot of

knowledge, but the key is implementing

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and making it relevant to you.

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So you move forward and you implement.

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Then that's what I do in my program.

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The business of coaching, you will

find the link in the show notes.

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Thank you for joining me today.

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I know your time is valuable and

I appreciate you for tuning in.

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So as 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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Thank you so much for listening to this

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.

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Get into the arena dare, greatly and try.