Why Aren’t People Buying Your Stuff?
You know, one of the biggest mistakes new life coaches make is offering the wrong products and services. But how do you know if what you plan on selling just isn’t going to land? Is there anything you can do to make sure this doesn’t happen? The answer is a resounding… yes!
This is one of those times when the reason why is actually very straight forward, but the solution is a little more complex… so stick with me.
Let’s face it, we’re all doing this — working to create a work-from-anywhere personal coaching business — because we love what we do. We’re passionate about this stuff. And we’re excited to share that information. But being so close to the topic can sometimes be a problem.
Think of it this way…
We’ve all seen those home selling shows, the ones where the homeowners face the harsh reality about some previous design choices they’ve made. Maybe it’s painting over brickwork, tiling a counter top, or installing a putting green in the backyard. And they very suddenly realize that something that previously seemed like a good idea is now getting in the way of selling their home.
These personal preferences worked… for them, but they’re just not something anyone else is really interested in.
Believe it or not, it’s very easy to do this when we set up our life coaching businesses, too. We get so excited about our super-awesome solutions that we neglect the golden rule… which is:
“No matter how important, powerful, meaningful, fun, fancy, or clever our products and solutions seem, you can’t sell something that no one wants.”
This is almost always a case of putting the cart before the horse. Let me explain…
If you look at all the factors I just listed [important, powerful, meaningful, fun, fancy, clever…] what’s the one thing they all have in common?
The answer: these are all based on opinion.
People don’t pay for opinions.
If you want people to give you money for your product or service, you need to focus 100% on one thing, and one thing alone…. you are selling transformation.
World-class marketer and YouTube master Sunny Lenarduzzi puts it best:
“People don’t pay for information, they pay for transformation.”
Every product you offer, every service you provide, must solve a problem or a specific set of problems. Period. End of discussion. Mic drop.
This is where I get to plug my online course called “Becoming Brand Aware.” In this self-paced power course, I take you from raw concept to master design that begins with taking the time to participate in meaningful dialogues with people in your particular niche. Not selling. Not pestering. Not hounding. I’m talking honest-to-goodness making friends in your industry.
Why is this so important? Two very big reasons:
- In order to sell anything to anyone, you need to form powerful emotional bonds, and…
- These people will tell you exactly what they need.
I know what you’re thinking… but Ted, you don’t understand. I have a lot of experience. I’m kind of a big deal. I know exactly what my customers need to know.
Maybe. But if you don’t first listen to their wants and needs, you’re only going to sound like a know-it-all who doesn’t give a shit about helping anyone. You can do this. If you’re the top expert. If you are at the pinnacle of your game. If no one else on the planet other than you has the answers.
Lots of people actually go to great lengths to construct personal coaching businesses based on a “shut up & listen” mentality. They build cults around their personalities, create exclusive environments that are very carefully designed to appear to keep most people out and let only their most important clients in.
The types of people who react to this kind of treatment will do anything their guru says, follow any instruction, even if the information turns out to be harmful or wrong. Just because their guru said it. Because they know better. Because only they have all the answers as long as you’re willing to do exactly as they say.
If you’re doing this, you’re building a house of cards.
What you ultimately do — the services you provide, the products you create, the answers you bring — must be in alignment with what your customers tell you they want and need, not the other way around.
And the only way to make sure you get it right is to pay your dues, to take the time to be a friend first. To be helpful and kind. To listen.