Shownotes
Let's go deep into understanding and attracting high-ticket, high-value clients for your coaching business. Whether you're just starting out or looking to elevate your clientele, this episode offers valuable insights into the mindset and strategies needed to succeed.
Episode Highlights:
[00:00:00] - Introduction and welcome
[00:01:00] - Jo's reflection on attracting high-intent buyers
[00:03:00] - The mindset of high-ticket clients: "This will work for me"
[00:05:00] - Defining a high-ticket, high-value client
[00:06:00] - The three pillars of selling any offer
[00:08:00] - Why timing matters in decision-making
[00:11:00] - Choosing your ideal client who wants to make a difference
[00:13:00] - Understanding your ideal client deeply
[00:14:00] - Sharing the experience of working with you
[00:15:00] - Owning your authority and expertise
[00:17:00] - Remembering your business is bigger than one offer or client
[00:18:00] - Closing thoughts and call to action
Key takeaways:
- High-value clients have a growth mindset and are ready for transformation
- Focus on the identity shift that makes desired outcomes inevitable
- Share experiences and quick wins to attract premium clients
- Own your authority and expertise to justify premium pricing
Don't forget to subscribe to the podcast and share it with fellow coaches who might benefit from these insights!
Useful Links
How to secure more coaching clients' free training
Download the 12 ways to get clients now
Learn about The Business of Coaching programme
Rate and Review the Podcast
If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.
If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com
Enjoyed This Episode?
Don’t Miss the Next One! Hit subscribe on your favourite podcast app to be notified each time a new episode of Women in the Coaching Arena.
Mentioned in this episode:
Dare Greatly In The Coaching Arena - in person event, 8 November 2024
Would love to see you on 8 November in Barnes SW London to create your vision and strategy for 2025. Here's the link to book before Monday 14 October when the price rises https://go.joannalottcoaching.com/daregreatlynovreservespace
Transcripts
Hello and welcome to Women in
the Coaching Arena podcast.
2
:I'm so glad you are here.
3
:I'm Jo Lott, a business mentor
and ICF accredited coach
4
:Microphone (Samson Q2U Microphone):
and I help coaches to
5
:build brilliant businesses.
6
:I know that when you prepare to enter
the arena, there is fear, self doubt,
7
:comparison, anxiety, uncertainty.
8
:You can tend to armor up and
protect yourself from vulnerability.
9
:In this podcast, I'll be sharing
honest, not hype, practical and
10
:emotional tools to support you to make
the difference that you are here for.
11
:Dare greatly.
12
:You belong in this arena.
13
:Hello, welcome to the 82nd episode
of women in the coaching arena.
14
:I am so glad you are here.
15
:It's Saturday afternoon.
16
:I haven't recorded a podcast on a
weekend for ages, but I'm super busy
17
:at the moment because I'm running a
30 day sprint right now for my clients
18
:and that means loads of offers to
review and really ramping things up.
19
:It's not just a sprint for my clients.
20
:It's a sprint for me as well.
21
:So excited to spend the
afternoon with you here.
22
:Firstly, I wanted to say, thank
you so much for listening.
23
:I appreciate each and every one of you
for allowing me into your ears whenever
24
:you are listening to this episode.
25
:I've been reflecting on my own clients
this week because I'm attracting
26
:some wonderful people at the moment
who are hight intense buyers or
27
:people who have that huge identity
shift whether or not they feel ultra
28
:confident all the time, but they
deep down know that they are going to
29
:change and they're in a real growth
mindset of like, yes, I can do this.
30
:It's a slightly different mindset
that I seem to be attracting lately.
31
:Therefore I wanted to record
this episode for you on the
32
:psychology of higher intent buyers.
33
:I also think that it helps that I
sell from a sales page or via chat
34
:a lot of the time, these days.
35
:They haven't taken loads
of convincing to buy.
36
:They have made their decision
and I absolutely loved that.
37
:Because in entrepreneurship, there is
going to be decision after decision.
38
:If you are taking ages to decide on
whether to join a program and needing
39
:loads of convincing, then it's not a good
start to your entrepreneurship journey.
40
:That is the perfect analogy for high
ticket clients and the mindset that
41
:they have, that this will work for them.
42
:It's worked for others, why
wouldn't it work for them?
43
:Versus saying, will this work for me?
44
:And yes, we all have that tiny doubts
that something might not work for us.
45
:I was once at this business event
with a business coach I love called
46
:Fabienne and someone said, how
many people fail in your program?
47
:She said, what a strange question?
48
:Why are you seeking out evidence
that this won't work for you?
49
:Versus looking at the evidence
that I've just shown you, that this
50
:will work for you and this can work.
51
:In one way, I loved the question.
52
:Cause I thought like that's
secretly what we all want to know.
53
:But it also did make me think.
54
:Yeah, you're right.
55
:You're never going to succeed
with a mindset like that.
56
:Why wouldn't it work for you?
57
:It's clearly worked for others.
58
:She has hundreds and hundreds of
testimonials, so it's possible.
59
:If you work, it will work.
60
:That's what I'm covering today.
61
:How do we effectively sell to and attract
high ticket and high value client.
62
:We are going to approach this from
a completely different angle.
63
:Let's start by reframing the question.
64
:Instead of asking how do I sell this?
65
:Or how do I get people
to buy what I'm offering?
66
:We need to start by really understanding
how that high ticket client actually buys.
67
:It's not just about your launch
plan or your sales page, although
68
:yes, those are important.
69
:The key is to really deeply
understand who your client is and
70
:how they make purchasing decisions.
71
:Let's first define high ticket client.
72
:Sometimes it is someone who pays
three K 5k, 10 K for something.
73
:They also can be the person who just buys
a lower value thing because they just
74
:want it there and then they're prepared
to implement it and put it into action,
75
:so it's about their mindset as well.
76
:A true high ticket, high value
client has a growth mindset.
77
:They're looking to expand, move
forward to completely transform.
78
:They're open to changing their identity.
79
:Think about it this way, it could be even
someone at the start of their business
80
:journey, but they still invest because
they have a big vision and they know
81
:they didn't want to stay at the start
of their business journey for long.
82
:I have a great client who joined
me when she was on gardening
83
:leave from her employer.
84
:She genuinely was brand
new to the space.
85
:Had never done any marketing had never
put posts out on LinkedIn, for example.
86
:In her career, she was, off
the decision-making mindset.
87
:She has gone from strength to strength in
her business really learning everything.
88
:Actually now reflecting back I
think her first three or four weeks,
89
:she was probably shell shocked.
90
:Lots of people do join my
program when they've been doing
91
:this for a year, two years.
92
:They kind of have some idea about what's
going on, but she had joined genuinely
93
:before even thinking about niche,
offer marketing, any of the staff.
94
:She just messaged me back from
my first email and my nurture
95
:sequence saying, I need your help.
96
:When can I start?
97
:Which was a brilliant indication
of that high value, high intense,
98
:high successful type of client
and that is what she has become.
99
:The common thread we are
looking for is that mindset of
100
:growth and forward momentum.
101
:Let's talk now about the three
pillars of sending any offer.
102
:When you are thinking about an
offer there are three fundamental
103
:things you want to consider.
104
:Firstly, why this offer?
105
:What is the transformation they will get?
106
:What is your offer promise?
107
:You might like to consider it.
108
:If the word promise scares you.
109
:I think about your
transformation statement.
110
:How will they go from A to B.
111
:Are they going from stuck in their
career into a job that they love?
112
:What is the A to B transformation
that you are facilitating?
113
:The key thing here is to spend an
hour in tangible day-to-day moments,
114
:you will always know you're going
to vague on your ideal client.
115
:If you're using words like
goals, challenges, vision.
116
:What is their goal?
117
:What is their challenge?
118
:What is their vision?
119
:If you can't spell that out for
them, they're unlikely to be able
120
:to see the value in what you offer.
121
:Fortune favors the brave.
122
:If you cannot be brave, they will go
to someone else who can be braver.
123
:And I know that is really, really
tricky, but little by little, just keep
124
:thinking, how can I make this a tiny
bit more tangible, a tiny bit clearer.
125
:Next question is why are you
the right person to lead them?
126
:Have you done what they want to do?
127
:And if so, show them your journey.
128
:Did you go from underconfident and unable
to speak up to speaking up clearly?
129
:What is your journey including the
highs, the lows, every single step of
130
:the way, because usually people want to
work with someone who has undergone the
131
:sorts of transformation that they want.
132
:We know as coaches, this isn't necessary.
133
:Most of the time people are
looking to you for that inspiration
134
:of what is possible for them.
135
:Our third question is why now?
136
:What makes it the right time
for them to take action now?
137
:I run an evergreen program.
138
:I don't really use that kind of scarcity,
you have to join this month because , they
139
:can also join next month if they want to.
140
:Realistically it's like, when
do you want to actually start
141
:getting serious in your business?
142
:When do you want to start the journey?
143
:The quicker you start the journey.
144
:The quicker you will be gaining
those high value clients.
145
:If you have a specific deadline, if
for example, you're running a group
146
:program, then that really does help.
147
:I use this analogy the
other day with my clients.
148
:If you had a job offer at some
point you're going to have to decide
149
:without knowing if it's a good move
or not whether to accept that job.
150
:The problem is when we
are in our own business.
151
:We wait around thinking, oh,
well I don't know my niche.
152
:I don't know my offer.
153
:What if this doesn't work?
154
:And there's no one to push
you over the edge to say.
155
:Do you know what you're never going
to know unless you make the decision.
156
:Think about if you were going for a
job, you have to accept that job not
157
:knowing if it's going to be better
than your last job, if you're going
158
:to like the team, if you're going to
settle in, if it's going to feel good.
159
:You have to take that decision
without knowing any of that.
160
:Just stop going so easy on yourself with
procrastinating, not making decisions on
161
:whatever you need to make decisions on.
162
:Thinking there is one right
answer because in life reflect
163
:back to all of your decisions.
164
:You don't know if it's the right partner
that you're going to be with forever.
165
:If it's the great job that
you really hope it will be.
166
:You have no idea of anything in life.
167
:There are no guarantees.
168
:You need to make that
decision and take action.
169
:And that is what's going to show
you if it's the right action or not.
170
:Either way you will win or you will learn.
171
:How can you talk to your ideal
clients internal drivers?
172
:There are reasons they want to make a
decision now versus make it in three years
173
:time when they've already lost confidence,
they've lost loads of money, they've
174
:lost loads of time with their children,
whatever it might be for them really think
175
:about their drivers to make that decision
176
:now.
177
:Let's now look at choosing your
ideal client who does want to make a
178
:difference and that client who does want
to move and change something quickly.
179
:High ticket and high value clients
are looking for something more.
180
:They wants to get to their
goals easier and faster.
181
:They are people on the move.
182
:They do not want to mess around.
183
:They're looking for that solid
pathway promise to get there
184
:with more ease and more speed.
185
:You don't want the client who isn't
going to take action because it doesn't
186
:help you and it doesn't help them.
187
:In all of your communications, really
think about talking to that client who
188
:does know they're going to be successful,
who does know that this can work for them.
189
:Why wouldn't it?
190
:So again, up level, your ideal
client, that's something I'm learning
191
:a lot and I'm absolutely loving the
sort of clients that I'm working
192
:with now who aren't hesitating.
193
:They are taking action.
194
:Within one call they're
nailing their niche.
195
:The next week they're doing their
offer and the third week they're
196
:selling that offer inside of my
program and I absolutely love
197
:working with clients like this.
198
:It's a real identity shift to be able
to speak to clients that are going to
199
:get great results working with you.
200
:You want to speak to that
identity in their messaging?
201
:You don't need to just promise results,
speak to them as if they are obviously
202
:the person who achieved those results.
203
:They know deep down that they are that
person, and they just need someone to
204
:motivate them, provide the accountability,
given the structure to make this happen.
205
:Focuse on the identity shift that makes
that desired outcome inevitable for them.
206
:Now comes the bit, but everybody
skips over understanding
207
:that ideal client deeply.
208
:I know you have done so many of these
exercises where you think about your
209
:client is aged 30 to 35 and they're
married and they live in London.
210
:Wherever it might be, but you
need to really go beyond that
211
:surface level demographics.
212
:Think about that actual side key,
what excites from what scares them?
213
:What are they writing in that journal
that they don't share with anyone else?
214
:What is their most audacious goal
that they are afraid to say out loud.
215
:Get super clear on what
they're not telling you.
216
:If you are the person to paint
the picture of their dream, of
217
:that goal that they secretly want.
218
:They will know that you are
the person to guide them there.
219
:Something I'm excited to start doing
more is sharing the experience.
220
:High value clients are buying
an experience, not just
221
:basic product or service.
222
:Start sharing more about what
it's like to work with you.
223
:Give them a flavor of the conversations
You have with your other clients,
224
:the environment that you create.
225
:This is what sets you apart and
justifies your premium pricing.
226
:I'm excited to have someone new
started to work with me last week.
227
:One of the projects we're working on
is really mapping out for each and
228
:every client, their journey, how
lovely would it be to see this is where
229
:you started with your onboarding form
and here are your highs and lows and
230
:everything in between along the way.
231
:As well as that being an amazing gift
to my client it's also a great way of me
232
:tracking and really seeing and being able
to share those results of real clients.
233
:Especially, what I'm really
excited to do is start sharing,
234
:how quickly people get results.
235
:Because people want quick wins as
well as wanting to go on the journey.
236
:Even a week or two in the
program, the mindset shifts.
237
:Somebody started a couple of weeks ago.
238
:Within the first few exercises
she did in the portal.
239
:She said, you know what I've realized
I'm playing small and I have been for
240
:years and she literally shared in
our slack group her huge, big vision
241
:that she had been too scared to
even think or say out loud before.
242
:I really think there is such power in
having that courage to say it out loud.
243
:What she really, really wants and
she's already on the way to getting it.
244
:The action she's taking now,
just two weeks into the program,
245
:aligns with that vision that she
has allowed herself to step into.
246
:Share those experiences with your
ideal clients and they will see
247
:maybe that's possible for me as well.
248
:Okay my final points to round up
today is owning your authority.
249
:I think so many of us underestimate.
250
:How good we are at what we do.
251
:We try and be polite , it's
especially for women.
252
:It's like that thing that you
should be modest, polite, not
253
:shout-outs about how good you are.
254
:At the same time, we really do
need to own our own expertise.
255
:Your unique perspective and the
transformation that you can provide.
256
:High value clients are not investing
in you for surface level results.
257
:They want complete identity shifts.
258
:They're investing in you because
you can see their gaps, the things
259
:that they are struggling with, and
might not admit even to themselves.
260
:The best way of helping them to
sign up to you and fill those gaps
261
:and really amplify that success.
262
:The key points I want you to remember
from this episode is it's about mindset.
263
:So yes, you need to have the
practicalities in place of a
264
:good niche and a good offer.
265
:But it's also about stepping into it and
being fully courageous to energetically
266
:attract those clients into your world.
267
:It's not just about the basic offer.
268
:It's about how you show you are
the person to lead them on the way.
269
:Speak to their identity, share the
experience of working with you and
270
:own your authority in this space.
271
:If you are struggling with this
don't worry, you are not alone.
272
:Everyone has highs and lows along the way.
273
:Create a way of sharing what
are your successes, what
274
:have clients said about you?
275
:If you haven't had those clients
yet look at your own journey.
276
:What have you overcome along the way?
277
:What have you achieved?
278
:What have you dug deep and done what
most people won't do and even just having
279
:your own business is something that
probably 98% of the population will never
280
:do most of the time they want to, but
they're too scared to take that step.
281
:If you have taken that step you
are already in that top 2% of the
282
:population going after what you want
and determined to make this happen.
283
:Keep remembering that your business
and your mission is way bigger
284
:than one offer or one client.
285
:Especially bear this in mind, if an
offer flops or you have a discovery
286
:call and they don't come back.
287
:When you truly embody that success is
coming, you do not need that one client
288
:or that one offer to be successful
because there is plenty more on the way.
289
:There are people out there who want
to take fast action and prepared to
290
:identity shift that this will work for
them and they are the clients you want
291
:because they are the clients who are going
to be successful in working with you.
292
:That is all for today's episode.
293
:I hope you found it valuable.
294
:Please do share this podcast with a friend
or your coaching cohort who might benefit.
295
:I would hugely appreciate that.
296
:And don't forget to hit the subscribe
button because I think it makes a huge
297
:difference to the podcast algorithm.
298
:Also obviously you're then get notified
every single time I dropped an episode.
299
:Like I say, at the end of every
episode, trust yourself, believe
300
:in yourself and be the wise Gardner
who keeps on watering the seed.
301
:Microphone (Samson Q2U Microphone):
Thank you so much for listening to this
302
:episode of Women in the Coaching Arena.
303
:I have a mess of free resources on
my website joannalottcoaching.com.
304
:That's Joanna with an A
and Lott with two T's.
305
:joannalottcoaching.com.
306
:And I'll also put links in the show notes.
307
:Let me know if you found
this episode useful.
308
:Share it with a friend and
leave me a review, and I will
309
:personally thank you for that.
310
:Remember to trust yourself, believe
in yourself and be the wise Gardner
311
:who keeps on watering the seed.
312
:Get into the arena dare, greatly and try.
