Stop Changing Your Offers Constantly if You Want to Grow (Do This Instead)
Last year the market changed and offers didn’t sell like they did before. A year or two before, we could create a program, put out a link, send a quick email, and people bought. Now, it’s getting harder and harder to get sales.
Doing the work pays off. Concentrate on finding your best clients.
In fact, I asked someone this week, “Are you getting clients easily?”
She exclaimed, “is anyone?”
Much like many people in the online business industry, she is having issues selling her offers.
I saw a post that said she sent two emails, then decided she would switch up her offer to something new because her original offer “wasn’t selling.“ After two tries, she was ready to abandon it altogether.
We are coming to the crossroads of the need for instant sales and the reality of building a business.
We want Instacart or Uber to deliver our clients while we sit back and live the soft life. While the soft life sounds amazing, building businesses takes diligent work. Rewarding work, meaningful work, but a soft life and a thriving business usually don’t go together.
When you are trying things out and attempting to sell new offers it’s hard. But if you persist- things get much much easier and more chill. Remember, the frantic build of a business isn’t permanent.
When I was learning guitar, I learned as a 24 year old. I didn’t grow up playing. But I desperately wanted to play! It was so difficult and painful to my fingers and ears to hear the awful noise coming from that old guitar. . Until one day I got so good at it I could play Blackbird by the Beatles, and all of a sudden— it was fun. Maybe it was the same amount of “difficult,” but my muscle memory finally caught up with the skill. And voila! Things got easier.
You might feel bored with your coaching offers. Or it might be hard to sell them right now, and you feel frustrated, exhausted, and exasperated because your audience isn’t responding to anything you offer. Particularly your higher level offers.
We often change up our services to make ourselves feel more accomplished.
We sometimes feel like we can’t control the business, but we can control our offers, so we change them up, then we wonder why nothing is selling.
I played professional music in Austin for about 15 years and we often played at a place called the Oasis. The Oasis is located on Lake Travis; known for the best sunset views in the city. The restaurant food is just ok, but the views are to die for. Live bands play Friday and Saturday featuring danceable hits. The Oasis has been there a long time and always jam-packed in the summer.
If the Oasis decided to change up their location each week, people wouldn’t come back. If they changed up the band to be a metal band, people wouldn’t come back. If they changed the food, people also wouldn’t come back. The Oasis has a known brand and commodity. When someone asks where to go in Austin to see the sunset and have a good Mexican food dinner, everyone in town recommends the Oasis.
It takes time to become a KNOWN commodity as a coach or a consultant.
It takes time to get traction in an offer. You might need to sell your offer every single day for six weeks or six months, or a full year. We don’t like the feeling when the offer isn’t selling right away.
We want instant.
Each year there is a week where NFL coaches lose their jobs. They don't deliver the number of wins the owner and fans want so out they go.. So many of those coaches don’t get a second pass, they are simply fired. They are rarely allowed the time they need to build a winning team. We want the coach to be a magician and win immediately, even though the team hasn’t really had time to learn how to become a team!
How often do we expect the same results of our offers? If they don’t sell they are unceremoniously swept up and discarded, while we embrace the shiny new thing that will magically transform our business.
There is no magic sales pill to sell your offers.
The problem with values and how it relates to your offers.
Because I am always researching trends, last year I surveyed 100 entrepreneurs, all of which were making around $200,000 in their business per year. Turns out their driving values are making most of them change offers every 30 days or so because it feels better! Those values (in order of importance) are
Creativity
Adventurousness
Connectedness. (Or connection.)
You can likely see the issue here. If this person values creativity over everything else, what feels best to them is to CREATE. New funnels, systems, processes. We don’t stick with one thing long enough to make it work. Unfortunately, we absolutely hate to feel the feeling of failure, so our subconscious is trying to protect us from that feeling.
And creating is how we choose to make ourselves feel better.
Unfortunately this constant change in creation mode stifles the growth of your business because you never actually learn to sell your offer and you never become known for that offer.. When you change up your offers you create cognitive dissonance in the mind of your audience. They subconsciously stop trusting you because what you say and what you do are two different things.
By constantly pivoting, you create the belief your business is unfixable and communicate subconsciously you don’t believe in your offers.
If you are constantly changing everything all the time, or you are always thinking about the next big software app, the next landing page or the next course you need to launch, it is time to stop. You must step away from Appsumo and stop reading sales pages from your competitors.
If you have an offer and want to learn to sell it, then make some changes in your business and how you approach your offers.
How to Sell Out Your Premium Offer: 5 steps to sell out the premium offer you have now, and how to grow by concentrating on that offer for long enough to figure the sales process out.
A good, consistent offer attracts the right clients.
Step #1: Gut check to see if this offer is really as good as you think it is.
Gut check to see if this offer is really as good as you think it is. Is it worth the price point? Can someone get the value of the price inside the container? If not, work on your skills and mastery of your craft before you sell an expensive offer. You can do this by doing mini sessions, or offering a beta price or a trial period.
Step #2: Once you know your offer is absolutely the bees knees, it is time to do an assessment.
Do you talk about it everyday and are you actively asking people you know to send you good fit clients for it? Are you creating conversations, creating content and calling people to action? If you say no to any of those statements, try offering the program for 60 days in a row, several times a day, in several places. (In person, DMs, email, social media, and on the phone) If you are offering every day multiple times a day and still do not have a sale, move on to number 3.
Step #3: Another gut check, find out what your clients are experiencing right now and start saying things that appeal to their pain or their aspirations.
If you haven’t had sales in the last 60 days, you haven’t brought value to your audience. Remember, in order to get anyone to pay attention, you must give them something they need. The world is full of noise, vying for your clients’ attention. If you aren’t speaking to their needs, pains, dreams, fears, and deep desires, you will need to figure out what those things are! Lurk in groups, have conversations, go back to past clients’ sessions and notes. Look beneath the surface of what your clients want now.
Step #4: Do some calls to find out the expensive items your clients are buying in the last 3 months.
Did they buy cars? Which cars? Ask them why and how they felt when they bought it. Did they go on a trip? Where and why? Investigate before you sell again. Buying psychology is complicated, so make sure you understand why your high ticket clients buy.
Step #5: Go back and start selling, revamp your offer to fit the needs and desires to fit the mood of your clients.
(You should have the info from your calls!) Consistently sell for another 60 days, multiple times a day. Offer your offer to everyone in your audience, and also borrow other people’s audiences. (Be a podcast guest, speak, do an event, be in a summit.) Offer paid calls as the first step into your program. If your offer still doesn’t sell, try longer. Tweak and adjust.
Remember, most services do not sell well the first time you sell them. Especially with higher ticket items, your client needs many touch points to buy. We give up so easily. We want instantaneous results.
My son still loves Ramen noodles (so do I, but I don’t eat them anymore). Ramen noodles are instant. They are relatively inexpensive. They aren’t nutritious.
Good organic farm to table food is pricey and for good reason: it’s free of pesticides and GMOs and other issues creating health problems for people. And it TASTES better. A great boutique restaurant with local food is always going to be superior to McDonalds.
Your coaching or consulting offer is the exquisitely crafted dinner at a Michelin Star restaurant.
Your program deserves a chance to be sold in the right way, at the right price, and your clients are hungry for things that actually work. They need you. They need your program. It is time to stop changing things up because it feels good to you, and concentrate on what is best for your clients. What is best for your business is selling your offer. It so happens selling your offer is also best for your clients.
Maybe you don’t understand the desires of your clients and feel you need some direction? If so my Client Compass calls are available. In one hour we can sort out the psychographics of your clients including their inner hidden desires and most severe primal pain points.
In the meantime I will be watching for your email, conversation, or post. Figure it out and you will grow your company to brilliant heights.
Key Takeaways: Stop Changing Your Services if You Want to Grow
Building a business takes time and effort, there is no magic pill for success. It is important to be persistent and patient when selling your offers.
Constantly changing your offers can be detrimental to your business. This can create confusion for your audience and make it difficult for them to trust you.
It is important to focus on selling your existing offer before creating a new one. Make sure your offer is well-developed and that you are actively promoting it before you move on to something else.
It is important to understand your target audience and what they need. Speak to their pain points and aspirations in your marketing materials.
Most things do not sell well the first time you sell them. Be persistent and patient and continue to promote your offer until you start to see results.
