G-BLLC06DBK9 520165642414387 32 | Transform Curious Clickers into Coaching Clients Now - Women in The Coaching Arena

Episode 32

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Published on:

19th Oct 2023

32 | Transform Curious Clickers into Coaching Clients Now

Jo discusses the buyer's journey and the stages of awareness that potential clients go through.

She emphasises the importance of empathy and relatability in moving clients through these stages and crafting an irresistible message. Jo also shares insights on selling to organisations. She recommends educational selling and a multi-touch approach for maximum visibility.

Understanding the Awareness Journey [00:01:28]

Explains the different stages of a buyer's journey, from being unaware of their problems to becoming aware of possible solutions.

Crafting an Irresistible Message [00:03:49]

Discusses the importance of creating a message that combines emotion, logic, and urgency to convert potential clients.


Navigating the Organisational Maze [00:07:44]

Provides strategies for building relationships, tailoring solutions, and leveraging educational selling when selling to organizations.


Episode Summary [00:12:22]


Useful Links

Download the 12 ways to get clients now

Learn about The Business of Coaching programme

Connect with Jo on LinkedIn

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Transcript
Speaker:

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.

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About the Podcast

Women in The Coaching Arena
Helping compassionate coaches to grow their coaching businesses with practical and emotional tools so that more brilliant coaches build brilliant coaching businesses
Are you a coach who's passionate about making a difference and building a thriving coaching business? Join Joanna Lott, a business mentor and ICF certified coach, as she shares practical and emotional tools to help you succeed in the coaching arena.

In each weekly Thursday episode of The Women in the Coaching Arena Podcast, Joanna provides valuable insights and actionable advice on various topics, such as business strategy, marketing, mindset, energy and entrepreneurship. Whether you're just starting or have years of experience, this podcast is for you.

You have a gift that needs to be shared and Joanna is here to help you do it.

About your host

Profile picture for Joanna Lott

Joanna Lott

Joanna Lott helps coaches stand out and get clients - with honesty not hype.

She has 20 years’ experience of working within HR and Governance in trade unions and financial services.

After qualifying as an ICF Executive Coach she set about learning everything she could about business, sales and marketing and quickly built a profitable career and executive coaching business around her young family.

Other coaches started asking her how she did it, so she’s supported 35 coaches in the last year alone to help them to build their business and get clients so they can make a living doing work they love.