The truth about what high-end clients are REALLY paying for
Are you intrigued by the idea of offering a high-end program, but secretly wonder if you could create one that’s “worth it”?
Or maybe you KNOW your work changes lives (of course!) but… when you think of going Platinum, you can’t help but wonder WHY someone would pay those kinds of fees.
One secret to banishing doubt around going Platinum (and the old “who am I to charge that much”) is to understand what high-end clients are REALLY investing in at this level.
Many heart-centered, spirit-driven solopreneurs feel like there’s sooo much riding on what they put IN to their programs – number of sessions, time spent, their personal service, et cetera.
Now, there’s no question that your content and expertise are important. (Content is actually a very big deal – that’s another tip right there.)
Truth is, though, those things are a percentage of what creates massive value for your clients.
So what creates exceptional value in a high-end program? What are clients REALLY paying for? The answer may surprise you…
60% (that’s over half!) of what makes YOUR program valuable is CLIENT COMMITMENT. (I first learned this from an incredible coach, Brian Whetten, PhD. Blew my mind… especially when I realized how true it really is.)
In other words, they are INVESTING with you to be held accountable to what they want, deep in their heart. To have someone in their lives who will take a stand for what’s really important to them, so they can stay strong, even when they want to quit.
To have a caring person to turn to when they’re scared. (Can you relate?)
What this means for you is that you don’t have to be the quote-unquote “best” at what you do to create phenomenal value in a high-end program.
What a relief, right? (It was for me when I launched my first Platinum as a new coach, just out of training, two years ago. Price tag for 6 months: $10,000.)
All you have to do is care deeply and show up powerfully as your AWESOME brilliant self.
In other words, YOU can DO this! And here’s a bonus secret to ease your mind…
When you design your program correctly, you can build some of that accountability right INTO your program, so it happens automatically.
I like to call this “creating a container of support” for my peeps, and I consciously design it into of all my high-end offers.
I’m going to be sharing more on accountability and how to create your programs in my all-new video series, going live this Tuesday, JULY 5 – right after the holiday. So watch for a special invitation from me to register your seat in this free training.
The Truth About Why Clients Don’t Sign Up
Over the past month, I’ve been taking part in a super-accelerated training program for heart-centered entrepreneurs who want to add speaking and training to their business. Those who got into action quickly and lead a workshop within the month got the chance to present a version of their new talk to the group.
So why was that so cool? Because we actually got to make real, live offers for our programs and enroll clients from the stage – an opportunity to make the (sizable) program investment back from a single 12-minute speech.
It was a thrill to watch as some speakers create a “table rush” of people storming to the back table to sign up for their programs. But while every single speaker gave an awesome presentation, some got a trickle of sales… while others created a flood.
What inspires a client to leap out of their chair in a seminar and what inspires YOUR potential clients to say “yes!” on the telephone are actually one and the same. The key ingredients are problems and solutions - that is, speaking directly to the problems of your clients and clearly communicating your SOLUTION in language that they can understand.
And here’s the proof…
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When the speaker clearly spoke to the problem their program solved and solution they provided, people whipped out their credit cards and invested in the spot.
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When the problem and solution was unclear, the audience stayed in their chairs.
You don’t need to have your niche all worked out to begin using the magic of “problem/solution” to get more clients, more easily. Here are 3 tis to help you easily speak the language that inspires high-paying clients to invest with YOU…
1. Put yourself in your client’s shoes.
We spiritual entrepreneurs loooove our process. And let’s face it – for us, the process of transformation is – dare I say it? – fun. (You know, at least some of the time. 
)
Problem is, your clients aren’t thinking about the process, they’re thinking about the pain. Fixing the pain is a must (read: they will invest to get the problem solved). Going through the process is a “might be nice.”
So what you want to discover is, “What’s the specific problem my client is seeking to solve?“ You can uncover this very easily with some simple questions in a conversation.
2. Their language, your transformation.
Another disconnect occurs when you’re speaking about what you do in the language of your process. Even if you work with other people, you might as well be “speaking Greek” – because in that moment, they are speaking the language of their problems.
So how do you translate? One of my favorite questions to ask myself to uncover the problems is “What are they telling themselves?” Another good one: “If I were following them around for a day…”
3. Give a reason why.
Even when your clients have pressing problems, it’s very likely that they’ve been tolerating them for a long time. Which means they’ll continue to tolerate them… unless you give them a really compelling reason to say yes to their transformation right now.
You’ve likely seen marketers and speakers use incentives like bonuses and payment plans to inspire fast action. But these are just icing on the cake of the real reason why someone would say yes now: the cost of continuing to put up with the problem. What’s it really costing them to stay stuck where they are?
When you speak to pressing problems and offer compelling solutions, high-paying clients step up… and get amazing results.
It can be weird to talk about problems instead of possibility, and uncomfortable to get someone clear and present to the costs of the pain. But focusing on problems is actually a gift that opens the door to a new, empowering choice for your clients…. and an opportunity for you to serve your mission.
Ready to transform “I can’t afford it” into “When can we start?” Join me for my all-NEW high-content, no-cost training call on May 12 to learn how to authentically seal the deal with high-paying awesome clients who are eager to pay your (increased!) fees and get great results. Reserve your space on the line here: http://www.marketinggoddess.com/awesomeclients/
3 Tell-Tale Signs That It’s Time To Raise Your Fees
When it comes to fees and charging, most spiritual women feel a lot of conflict. We’re spiritual, we’re women… it’s a double-whammy of cultural conditioning that says “give it all away.”
Thing is, this leads to women chronically undercharging and waiting far too long to charge what their work is really worth. It may feel giving and generous, but as the saying goes, you can’t give when your cup is empty. Ultimately, undercharging leaves you depleted and defeats your purpose of making a big impact in the world.
Here are 3 “dead giveaways” (and one bonus!) that both you and your clients will be better served by giving yourself a raise:
Tell-Tale Sign #1: You’re exhausted instead of juiced.
Back when I was a direct response copywriter, I would spend hours and hours and hours and hours (did I mention hours?) on projects that paid very little. Sure, the money was nice when it was coming in, but 40+ hours on the project later … let’s just say it was hard to stay motivated. And I love writing.
Doing what you love should inspire, well, love. And gratitude. If you’re not feeling the love, that’s a big clue that you’re falling far short of receiving money in alignment with the energy you’re giving – and you simply can’t sustain that for the long haul.
Tell-Tale Sign #2: You feel resentful towards your clients.
Ironically, women who undercharge often find themselves attracting needy and demanding clients. But even the best of clients can become a drain when you’re not charging enough. (Or not charging enough and overdelivering!) If you’re feeling resentful and feeling guilty… it’s time for a shift.
Tell-Tale Sign #3: You’re working constantly and still just getting by.
You can always create more money, but you can never create more time. So when you’re signing on clients and charging too little, what happens? You get burned out… quickly.
One of my past Platinum clients was in a situation where she had two choices: continue to serve the last few clients in the “old way” of working (dollars for hours), or release them with love if they weren’t ready to step into her new high-end packages. The decision was really weighing on her because they were awesome clients who she deeply cared about. (There was a lot of history there, too – all of them had been with her for years.)
With a little coaching, she had a huge breakthrough: saying yes to those old clients would have meant saying no to herself – her own needs, self-care, time with her family, and her dreams of a much bigger business. (And the opportunity to give those clients something bigger to step into, as well.)
And here’s one more tell-tale sign you’re charging too little…
When clients consistently quibble about your already-low fees, chances are it’s time to raise them. Counter-intuitive, I know, but experience has shown this again and again. (Indeed, back in my copywriting days, increasing the price of a floundering offer would often increase conversion.)
“But Elizabeth,” you may be saying, “My fees are already way too low and people are complaining. How can I raise them when I can’t even get them to say yes now?” (I hear this all the time!)
The way to authentically increasing your fees is this…
To increase your fees and feel great about it, you must stay connected to the value of the transformation your clients get. What really gets to happen for them as a result of your work? How can their lives change when they step up and you step up… together?
Often this means letting go of the clients who aren’t a fit for the value you provide, and turning your attention to those who are. Remember, energy follows energy. When you own your value first, you’ll naturally attract clients who value you… and themselves as well.
What to say when they say “Yes, but…”
So you’re sharing your fabulous program with a potential client. You both know it’s perfect and you can feel her getting excited about the transformation within her reach! You say your new higher fee (without choking – yeeha!) and…
… the next words you hear are “I’d love to, BUT…”
“… I can’t afford it…”
“… It’s not the right time right now…”
“… I need to check with my spouse…”
“… I need to check with my gut – can I get back to you?”
First things first: don’t freak out! The “yes, but” is a concern, or objection… and you’ll hear them around 80% of the time. (Remember, where there’s massive transformation afoot, there is also fear.)
Many spiritual solopreneurs get wiggy about objections, but they’re actually a great thing. They mean that your client is really interested. They know you’re offering them an opportunity to change their lives and they want to step into it. Problem is, they’re just a little afraid. And they need you to support them through it.
Now here’s the secret behind objections and what you MUST do when your client says “I’d love to, but…” (This is the key to smoothly sailing through concerns so that they can embrace the transformation they truly want…)
Their “Yes, BUT” is the real reason why they’re on the phone with you today, right now. That’s what they really and truly need support on, in this moment. Because no matter what “yes, but” may be… it has stopped them before, and it is showing up somewhere else in their life to stop them over and over again.
That’s why coaching your potential clients on their “Yes, BUT”s is actually a tremendous gift. Here’s how to sail smoothly through the top 3 (make that only 3) “I’d love to… but”s so they can say yes to the transformation they truly want…
1. “I’d love to, but… I don’t have the money.”
Most solopreneurs take the money objection at face value, without realizing that “I can’t afford it” is rarely, if ever, really about the money. Your job in that moment is to find out if it’s really about the money, or it’s about something else. (Again, 90% of the time, it’s the latter.)
Here’s the question that will instantly give you your answer:
“Assuming money wasn’t an issue, is this something that you’d like to do?”
If they say “yes” hesitantly… then it really isn’t the money. You can just say, “You sound hesitant, is there something else?” This will open the door to discovering the real issue… and coaching them through it.
2. “I’d love to, but… I don’t have the time.”
We all have the same 24 hours in a day, so the time objection is really about priorities. You can find out if they’re truly swamped (or just a little scared) with this question:
“If I waved a magic wand and created all kinds of time in your schedule, is this something you’d want to move forward with?”
If they say “Yes, absolutely,” then they only think they don’t have time. You’ll help them by exploring what’s eating all their time and get clear on what’s really important to them.
3. “I’d love to, but… I need to think about it.”
You need to be careful with this one, because without your love and support, because the fear your client is undoubtedly feeling can quickly take over during “thinking time.” And that would be tragic.
If your program is a fit for them, “I have to think about it” usually means “I’m afraid” or “I don’t know if I can do this.” To open the dialogue, simply say, “What is it that you need to think about?”
That might sound a little blunt, but when delivered with sincerity and grace, your client will actually breathe a sigh of relief. They will know that you care and that they need not be alone with their fear as they take this powerful next step.
Bonus tip: don’t be afraid to say what you really think and feel. Remember, your client’s “yeah, buts” are what they need healing on, in this moment, to move forward with their dream. Being fully present and pointing out what you see is blocking their success is a gift of caring, generosity and love.
Want more word-for-word scripts on what to say during sticky enrollment situations, and a proven template for providing massive value during the conversation? The Get Clients In 30 Days! Homestudy Course is available NOW (woot!), complete with all the training, tools, scripts, templates and examples you’ll need to authentically enroll clients fast. HURRY: when you reserve your copy by Tuesday, FEBRUARY 22 at 11:59pm PT, you’ll get a 90-day bonus coaching program, my treat! http://www.GetClientsIn30Days.com
Massive Social Proof Fail
Up late tonight burining the midnight oil on some copywriting and what do I see before me? The opportunity for a quickie lesson in saleswomanship, persuasion, and not-so-pretty human nature.
So there I was, reading my Twitter feed. Someone I respect linked to a post which lands me smack-dab on the site of a marketing strategist I’ve never met (online or off) but whose name I recognize.
The strategist’s picture in the banner at the top of the page is bold, confident… maybe even a little sassy. Definitely client-attractive. The landing page looks great, with lots of yummy benefits, so I click over to the About page, so I can learn more about who I’m talking to, so to speak.
After a strong intro, I learn that this person is “the secret consultant to [very important people]“ including moguls, celebrities and industry leaders. “Wow,” I say to myself, “I can’t wait to read her testimonials.”
Except that there aren’t any. (Testimonials, that is.) At least none that I can find.
Actually, I take that back. There’s an endorsement, from THE leader in this strategist’s area of expertise. Unfortunately, said leader doesn’t mention specific results.
“Hrm. Maybe she has some on her blog,” I think, hoping. I thumb through the first couple of pages. No mention of clients, let alone results she has helped those clients get.
(Maybe she mentions them in her Twitter feed, but after frustration at the absence of a testimonials page and the blog thing, my patience has officially run out.)
I did find lots of comments about this strategist, such that she is cool and awesome and an amazing person. I have no doubt that she is. However, as a potential client coming to her website, I’m not really interested in cool. I’m interested in whether or not she can really help me.
I want to write, “I have no doubt that she’s really good at what she does and has helped her clients make a lot of money.” Because I really hope it’s true. But you know what? I can’t. Because I do have doubt. Not because I want to, but because I just do.
She alludes to lots of clients and experience in her bio, yet doesn’t call a single one of them out by name. I mean, what other conclusion am I supposed to come to? The secrecy of her consulting may indeed be a legitimate reason for not having testimonials, but as a potential client, it doesn’t satisfy my need for proof, and it certainly doesn’t help me out.
I don’t want to have doubt, but I do. And that sucks. For both of us.
These are the things that go through your potential clients’ minds. Ignore them at your peril.
(Do you have a system for collecting testimonials that get you clients? If not, you can get one here.)
Elizabeth Purvis, a.k.a. “The Marketing Goddess” mentors extraordinary spiritual women entrepreneurs to 6-figures and beyond.
