Last week a brand new health coach posted a question in my Customer Support Facebook Group that I absolutely loved because it’s a question I often get asked by health coaches.
Here’s what Maggie had to say…
I am new to coaching and am almost ready to start taking on clients. I did my first workshop yesterday and I realized something as I got to the end that kind of threw me off my game.
I plan to offer a 90-day 1:1 coaching program, which is what I focused on in the presentation. BUT the main call to action is actually to book a free Breakthrough Session with me before they can even sign up.
Since I’m new, all of the people attending my workshops don’t know me and $900 is a big ask out of the gate.
So, in my next workshop would it make more sense to focus on the benefits of a Breakthrough Session rather than sell the program itself?
Such a great question, right?
5 QUESTIONS TO INCREASE SALES – PROMOTING YOUR PROGRAM AND DISCOVERY CALLS
First, we want to say that there isn’t a right or wrong answer to this question but there is a formula that we believe will help you make a decision the next time you host a workshop or run an online challenge.
In Maggie’s case she’s a new coach and as she pointed out the people attending her workshops don’t really know her yet. We call this a cold audience and while the workshop will go a long way to warming up her audience they probably won’t be ready to invest in a high-level program after just one event. They’ll need more nurturing.
If you’ve ever asked yourself what makes the most sense for enrolling clients into your paid program consider these five questions.
1) How warm, or cold, is the person I’m promoting to at this time?
2) Is offering a discovery call or breakthrough session mandatory for them to feel comfortable investing with you at this time or is it just a courtesy that only a couple of people will take you up on?
3) Is this the only time they will hear about your program or do I have a follow-up email sequence in place that will continue to promote for the next 5-7 days leading to more sales without the requirement of a discovery call?
4) Is my program low, medium, or high priced?
5) Do you offer a money-back guarantee that will ease their mind when making the decision to work with you?
If your audience consists mostly of a cold audience that is meeting you for the very first time then you should probably offer the discovery call as the call to action. If discovery calls are the way you want to go be sure to listen to our previous podcast episode called: How to Lead a 1 on 1 Discovery Call that Results in the Client Saying Yes. We have a very specific formula that works exceptionally well that we walk you through in this episode. We promise you’ll feel ready to lead a discovery call with confidence after listening to this episode. We’ll link it up in the show notes for your convenience. There’s also a downloadable cheat sheet that you can get that will keep you on track.
If your audience consists mostly of a warmer audience that has been on your list for a while then it probably makes more sense to directly promote your coaching program right from the workshop or challenge. When the audience is familiar with you and have consumed a fair amount of your content, chances are they won’t need the interim step of a discovery call.
Another thing to take into consideration, (and that we highly recommend), is following up with a sales email sequence that promotes your program for the following 5-7 days. Feel free to offer a link to your calendar to book a discovery call in those emails. I’ve found that 95% of the time they just want to get on a call with you to hear your voice. They are already pretty sure they want to join your program but just need that added layer of support to pull the trigger.
The last thing to consider is your program price point and whether you offer a money-back guarantee. If it’s less than $500 chances are a discovery call will not be necessary. As long as your sales page is clear and your marketing message includes the benefits of working with you, the potential client will be able to make the financial commitment without needing a chat with you.
On the other hand, if it’s more than $500 it’s probably a good idea to make the call option available. As the price goes up so will the need for people to book a call with you.
When you offer a money-back guarantee it often minimizes the need to offer a discovery call because it gives your client an out if the program isn’t for them. When offering a guarantee you can feel confident in leading your followers directly to your program rather than having the interim step of a discovery call.
WHEN TO USE DISCOVERY CALLS TO INCREASE SALES IN YOUR BUSINESS
What would you do in Maggie’s shoes? Is it better to promote her program at the end of a workshop or should her call to action be sending people to book a discovery call with her?
Here is our 5-step formula for which makes the most sense for your wellness business.
In episode 336 of The Wellness Business Podcast you’ll discover:
- 5 simple questions to ask yourself to determine if it’s better to promote your program or a discovery call for more sales
- The price cutoff that shouldn’t require a discovery call option to enroll new clients into your paid program
- The difference between promoting to a cold audience vs. a warm audience and what is required to get each audience to feel comfortable in joining your coaching program
If you’ve wondered what you should promote at the end of your next workshop, listen to episode 336 of the Wellness Business Podcast!
Links/Resources mentioned on the show:
Links to resources: