Two fun pieces of news:
First: I gave notice at my job! Hip-hip-hooray! I’m taking my writing biz full-time and I’m super excited. June 13th is the magic date.
Second: I work in business development and marketing for the consulting arm of a nonprofit, and I was in a department meeting on Wednesday and we were reflecting on our fiscal year goals. Our fiscal year ends June 30, so other people (not me!) are about to create goals for next year. My main goal for this past year was to directly bring in $100,000 of revenue. I knew I had met my goal, but I ran some reports in preparation for the meeting. I was super excited with my results: I had closed/won $133,000 in business – and I had another $92,000 contracting (at 95% probability of closing). That’s $225,000, baby. More than twice my goal. This made me feel SUPER confident in my business skills and ready to crush my goal of making $100K in my own business this year. Buckle up, buttercups.
So, let’s get to the meat of our topic today and talk about 3 unconventional tips to optimize your sales offers.
Work on your mindset for what you’re selling.
In a recent episode of her Go! podcast, Susan Hyatt talked about the results of a recent study. In one group, subjects who were not professional singers were asked to get up in front of a crowd, say, “I’m so nervous,” and then proceed to sing karaoke.
A second group, also not professional singers, got up in front of the crowd and said, “I’m so excited!” and sang the same karaoke song.
Their performance was measured on all sorts of things: pitch, hitting the right notes, hitting the right lyrics, volume, etc.
The group who started their performance saying “I’m so nervous” performed significantly worse on all metrics than the group who said, “I’m so excited.”
What does this mean?
It means that your thoughts – the sentences in your brain – have a huge impact on the results you create in the world.
Here’s an exercise you can try when you’re not selling as much as you’d like:
Write down all the things you’re thinking about yourself, your sales skills, your offer, your business. Thoughts like I’m such a loser and I’ll never be able to make this work. Thoughts like This offer sucks and no one is going to buy it and I’m a total fraud.
Pick one thought – doesn’t matter which one, just as long as it’s a thought that you recognize isn’t serving your goal.
Ask yourself, how does this thought make me feel?
When I feel this way, how do I act?
When I act this way, what is the result?
Now: pick a more positive thought about your business, yourself, your offer, etc. A thought that feels good. A thought you actually believe.
Now ask yourself, when I think this thought, how do I feel? When I feel this way, how do I act? When I act this way, what is the result?
If the result of your second model is more in line with your goal, write that thought down on a Post-It and stick it to your computer. Practice it throughout the day.
Ensure that your offer overdelivers.
How can you add so much value to your offer that it’s a no-brainer for people to say yes?
I’m not talking about undercharging. You don’t want to undercharge, especially for a service that requires your live attention (coaching, consulting, etc.).
How can you add value, rather than subtracting cost?
This could mean adding a couple of bonus videos. It could mean creating a tool or a worksheet for your clients to practice new skills with each week. It could mean a private Facebook group where you offer bonus content every week.
Brooke Castillo talks about this concept with her monthly coaching program, Self Coaching Scholars. When people don’t buy the program, she doesn’t hang her head and say, oh, okay, I guess you don’t want it. She doesn’t make their ‘no’ mean that the program isn’t valuable.
When people don’t buy, she’s like, WHAT?! Do you know what you’re getting when you opt into this program? Do you know how much value you’ll have access to?! (As a member of SCS, I can tell you: it’s off the hook and it would be a bargain at twice the price.)
She doesn’t have to do a hard sell. Because the program is so valuable, it essentially sells itself.
Decide how you want your customer to feel when she’s considering whether to buy.
Put yourself into the shoes of your ideal client. You understand her problem, and you’ve created a solution that you’re confident will help her. How do you want her to feel when she finds your solution?
Do you want her to feel empowered? Seen and understood? Excited? Recognized, and therefore calm?
Then work to create that feeling with your sales copy.
(Need some help? Hit me up.)
Which tip are you going to try next week? Tell me in the comments!
May 18, 2018