If you think they don’t want your offer enough to pay for it, you’re right. But! If you think they do want your offer and will pay for it, you’re also right.
Here’s an example.
Heather is a copy coach. She has a 1:1 offer that she’s currently selling at $597. She really wants to be selling it at $997, but ultimately feels like no one will pay that and she’ll lose all the business she’s built if she raises her price.
Based on this, what do you think will happen
- …if Heather decides to keep selling it at $597?
- …if Heather decides to take the leap and sell at $997?
Remember, this exercise was built on Heather’s unchallenged belief that no one will pay the $997 and she’ll “lose her business” if she tries.
- If she decides to stay at $597 because “that’s what sells”:
She likely will fill the 1:1 spots, but may not make enough money to sustain her business. She struggles every month to make enough to cover expenses, while also trying to show up for her (now, too many) clients. This eventually leads to exhaustion, burn out, and feeling like a failure, which in turn lowers her ability to serve current clients and bring in new clients. This creates a feast/famine cycle and may eventually result in her quitting altogether.
- If she decides to leap to $997 while still believing it won’t sell:
She’ll lay out a marketing strategy and begin sharing about her offer. Because she feels like they won’t want to pay the new prices, those thoughts infest her messaging and she ends up talking to people who don’t want to pay. Without even knowing it, she fills her marketing with the implication that her package is too expensive. She feels apologetic, fearful, desperate, and embarrassed – and that’s exactly how it comes across. She promotes for only a short time (because it feels so uncomfortable), then she drops the price back to $597 and decides her ideal clients “just won’t pay more.” She catalogs this as a “failure” and it influences her future business decisions.
All of this because she believed no one would WANT her offer enough to pay a higher price. In the example above, Heather accepted it as truth. She couldn’t see past it. Are you assuming your people do or do not want what you’re selling?
This is sneaky. Here’s how to recognize it when you assume they don’t:
- You worry you’re bothering people with your content
- You stop yourself from creating content because you’ve already done too much
- You try to overcome the objection of “I can’t afford it” in your copy and in your calls even before they say anything
- You are afraid of scaring people off, so you don’t speak directly
- You feel trepidation leading up to selling, or you avoid selling entirely
- You feel apologetic about the price or hurry to say something like “but there’s a payment plan”
- You procrastinate sending proposals, contracts, emails
- You over-explain benefits, features, details
- You find yourself talking too much to fill the silence after you say the price
- You are trying to “convince” them to buy in your copy and on your sales call
When you assume they don’t want it NOW, this is how that sounds:
- “I have 4 spots left!” (When you really have like 20.)
Here’s how it sounds when you assume they want it:
- X Program is enrolling. I think you’re a good fit for this. Would you like to discuss enrollment?
- I can solve that problem. Why don’t we jump on a call and talk about it. At the end, we’ll discuss working together.
- You feel curious when someone who is clearly a fit says they can’t buy.
- You are willing to ask questions when someone has objections. Not to convince. To understand.
- Here are the instructions for how to book a call/learn more/buy now.
- Selling or making an offer in every email
- You powerfully own the silence
- You set expectations on discovery calls
- You overtly invite people to discovery calls
- You turn people away when they aren’t a good fit
- You tell your potential and current clients the truth, as you see it, no soft coaching
- Your intentions are pure (to help) and you trust that to shine through
- You have a follow-up process
- You end the discovery call and let it go
- You trust them to make their own decisions
Your questions, your responses, your pitch – all clear. They have a problem, you have a solution, and you are there to help them connect with your solution if that’s what they desire. Selling from assumed want implies that you understand and believe in the value of what you are selling.
You believe it is a solution to a problem. You believe that the people who have that problem want a solution. And you trust yourself to deliver that solution.
This doesn’t require you to believe that you are the only solution to their problem, because that’s not true. It doesn’t require you to believe that you are the BEST PERSON EVER at delivering your thing, because that may not be true yet (or ever).
It does require you to believe in you, in your ability to get better day over day, selling interaction after selling interaction. It does require you to believe that what you create is worthy of being wanted.
If you don’t believe people want what you offer, you either don’t believe what you’re selling provides value, don’t believe you are good enough to deliver that value, or both.
Either way, selling isn’t your problem. Your problem is belief.
Try this thought on:
“I am only selling to people who WANT my offer.”
What changes when you assume that your ideal client WANTS what you are selling?
Do you want support in growing your business and making more money using your very own intuition? Click here to book your free business consultation.