Shownotes
In this game-changing episode, Jo discusses the secrets to mastering discovery calls. Whether you're struggling with conversions or looking to refine your approach, this episode offers invaluable insights to transform your coaching business. Learn from real-world case studies, avoid common pitfalls, and discover actionable strategies to turn prospects into paying clients.
Timestamps:
00:00 - Introduction and personal update
01:00 - The crucial importance of discovery calls in coaching
03:00 - 5 key reasons why discovery calls are vital for your business
05:00 - The 5 essential elements of an effective discovery call
07:00 - Case study: How one coach quadrupled her client base
09:00 - Common mistakes to avoid during discovery calls
11:00 - The importance of practice in mastering discovery calls
13:00 - 2 actionable tips to immediately improve your discovery calls
14:00 - Episode summary and key takeaways
15:00 - Information about Jo's coaching program for deeper insights
16:00 - Closing thoughts on the transformative power of discovery calls
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
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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
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Transcripts
Hello and welcome to Women in
the Coaching Arena podcast.
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:I'm so glad you are here.
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:I'm Jo Lott, a business mentor
and ICF accredited coach
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:Microphone (Samson Q2U Microphone):
and I help coaches to
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:build brilliant businesses.
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:I know that when you prepare to enter
the arena, there is fear, self doubt,
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:comparison, anxiety, uncertainty.
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:You can tend to armor up and
protect yourself from vulnerability.
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:In this podcast, I'll be sharing
honest, not hype, practical and
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:emotional tools to support you to make
the difference that you are here for.
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:Dare greatly.
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:You belong in this arena.
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:Hello, welcome to the 75th episode
of women in the coaching arena.
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:I am so glad that you are here.
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:I have just had a wonderful two weeks
in Greece, so excited to discuss today's
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:topic, which is mastering discovery calls
to see if the break has given me any new
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:perspectives on this important topic.
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:I can't believe I haven't
actually covered this one already.
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:So I hope it is super helpful for you.
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:Whilst saying this, I should
say that I actually don't really
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:do discovery calls anymore.
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:It was wonderful being away in
Greece and managing to sell several
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:places on my business of coaching
program through my sales page.
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:I mention this not to boast, but to
show you what's possible once you have
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:continued this journey and built up your
reputation and your know, like, and trust.
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:Because that is what it takes
for someone to buy from you.
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:But it's also an opportunity to share,
not to jump the gun like that, with a
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:sales page, because I think lots of my
clients join the program and they say, oh
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:my gosh, I'm going to create a sales page.
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:What's the structure.
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:How do I do it?
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:And I often have to explain that you can't
really just jump to a sales page until you
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:have a lot of solid marketing out there.
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:Discovery calls are a really
important way of you getting to know
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:your ideal client what's makes them
tick what their real problems are.
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:So there are so many benefits to
having really good discovery calls.
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:Obviously the main benefit
is gaining clients.
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:You have a discovery call,
strategy sessions, sales call,
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:wherever you like to call that.
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:conversations lead to conversions.
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:So first let's talk about why
discovery calls are the lifeblood
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:of your coaching business.
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:These calls are your only way, pretty
much of gaining clients until you are
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:at the stage where you maybe do have a
sales page and some people never do that.
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:you don't have to have a sales page.
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:The only reason I moved to it
was because I was probably having
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:15 plus discovery calls a week.
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:And obviously I actually need to
serve my clients and do other things
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:so I had to create another way.
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:Discovery calls are often your
first real direct interaction
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:with a potential client.
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:They set the tone for your relationship.
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:Here are five reasons why
they are so important.
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:Firstly, it's your first chance
to make a good impression.
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:And obviously, as we know, first
impressions really do last.
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:Second, they allow you to qualify, leads
and ensure that they are a good fit.
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:You don't have to work with just anyone.
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:You want to work with people who value
you, who are going to do the work
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:who are committed to the process.
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:So it's a great opportunity for you to
have that right fit call with someone.
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:Thirdly, they provide an opportunity
to showcase your expertise.
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:So you are there as the guide
asking really great questions.
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:Four they help build trust and
rapport with potential clients.
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:And like I mentioned, you need
people to know you like you
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:and trust you to buy from you.
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:Most importantly, this is where you
convert your prospects into paying
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:clients and that is what we want.
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:You work really hard through your
marketing to gain those discovery calls.
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:We want to master the discovery
call art so you can turn
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:those prospects into clients.
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:In my program, we often do
breakout rooms and actually
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:practice holding a discovery call.
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:You can't always learn things from a book.
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:It takes real embodiment and it takes
also being on the other side of a
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:discovery call to see that actually
it's quite caring when someone
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:asks you really good questions.
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:When someone challenges
your perspective on things.
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:Whereas we can immediately back
off and not want to be challenging
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:on a sales call, because we
don't want to feel salesy.
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:But actually, when you get the
chance to practice, you can really
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:see that it's actually an insightful
process for that potential client.
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:So let's briefly cover the
five key elements that make up
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:an effective discovery call.
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:Firstly is your preparation.
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:Doing that homework before the call.
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:So you know who they are, what
they want from the process.
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:The second thing you'll
want to do is build rapport.
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:So create that connection
right from the start.
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:Just one to two minutes of
building rapport before you
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:take ownership of that process.
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:Do not let the other person come
to you with all their questions.
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:You set the tone for the process,
right from the beginning of the call.
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:Outlining exactly what
will happen on that call.
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:Third up you'll want to
do a needs assessment.
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:You'll want to really figure
out the prospect's challenges.
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:their goals, where they are
now, where they want to be.
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:What's in the way.
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:What they've tried already.
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:This is the chance for you to get
your coaching skills in action.
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:You're not there to solve their problems.
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:You're there to help them articulate their
problems and where they want to get to.
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:Once you have done that, you'll want
to move to your value proposition,
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:explaining how you can help.
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:So this is super important joining the
dots from what they've just outlined
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:their problems are to exactly how you
can help and as many ways as you can
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:tie in what they are struggling with
into your value proposition, the better.
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:And the fifth and final one is next steps.
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:So you'll wants to guide that prospect
towards a decision one way or another.
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:And also handle objections.
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:Many people will say they want
to speak to their partner.
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:I would say, yeah, I completely get that.
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:I like to discuss important
decisions with my partner too.
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:I'm sure your partner
will want to support you.
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:So let's get super clear on exactly what
the benefits are to you so you can really
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:articulate why you want to do this.
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:And also really asking, oh, are
there any other queries in the way?
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:Because often the money, the
partner, all the things that they
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:will say are not really the problem.
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:Usually you need to dig a lot deeper
to really figure out that it's maybe
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:they don't think it'll work for them.
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:So as much as you can stay
in coaching mode, the better.
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:Each of these elements will play a
crucial role in the success of your call.
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:And it's really easy to get sidetracked.
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:I used to get sidetracked all
the time, solving the potential
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:client's problem there.
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:And then, so they go off thinking,
great, I've got my niche now and it's
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:like, this is not a pick your brains
call which is why it's super important
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:you take charge off that call, right
to begin with an outline, the process.
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:Because whether or not they go
off thinking they can do this
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:alone after your 30 minute call,
most likely they actually can't.
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:If they could have solved that problem,
I'm sure that they would have done by now.
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:So it's good to remember
that they do need your help.
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:Otherwise they would not
be on that call with you.
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:Let me share a quick case study
of a client who was really
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:struggling with this process.
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:They had a lot of discovery calls.
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:Their marketing was working.
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:But they were only converting
around 10% of the discovery calls.
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:We found that she was making
lots of common mistakes.
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:Firstly positioning the discovery call
as pretty much a pick your brains call.
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:So people weren't really coming to
the call expecting to buy anything.
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:They were just looking to ask for
her advice and they had no idea that
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:they were part ,of a sales process
where she was going to be asking
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:them, if they wanted to work with her.
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:So the first one is gaining
qualified leads on that call rather
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:than just anyone and everyone.
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:She was also doing most of the talking.
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:Sharing her experience.
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:Trying to help them brainstorm
solutions to their problem.
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:Not asking enough probing questions.
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:A discovery call is the perfect
opportunity to really take into those
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:coaching skills and ask the questions that
no one has probably asked them before.
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:So they haven't been able to really
articulate their own problem.
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:Reflecting back comes in a lot
towards the end of the discovery call.
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:So you want to be able to reflect
back what you've heard to ensure
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:that they know that you get where
they are and what they want.
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:As a coach, you are perfectly
positioned to ace this call.
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:And lastly, she wasn't clearly
articulating her value proposition well.
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:Too much into the logistics of
like, okay, it'll be six sessions.
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:We can meet every two weeks.
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:It will be this much money rather than
really focusing in on what the client
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:has just told them and what the outcome
is likely to be from those six sessions.
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:You only go into logistics when
the person is pretty much yes.
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:I'd like to hear more about the logistics
and they only want to hear more about
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:the logistics when they know that what
you offer is what they actually need.
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:After implementing these changes
in her approach, she has massively
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:jumped her conversion rate up to
about 40% within the two months
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:that she's been practicing this.
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:Quadrupled the amount
of clients that she had.
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:Allowed her to raise her rates.
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:And she's working with clients
who are a better fit, leading to
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:better results and more referrals.
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:Now she has a form that they complete
prior to the discovery call taking place.
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:Where they outline.
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:Yes.
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:They do have money to invest in
coaching and that makes sure that
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:that person is pretty much sold
by the time they get on the call.
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:And that perfectly aligns with
your marketing, doing the heavy
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:lifting of your sales call.
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:Hence why I no longer have
to do a sales call because my
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:marketing is strong enough.
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:that I've usually handled objections,
shared case studies, shared my process.
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:All the things that you
normally do on a discovery call.
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:They already know that I get
their problem because I talk about
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:it often, for example, on this
podcast and in social media posts.
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:They already know my process because
I've outlined it in my marketing.
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:So really thinking about this sales
process as your entire business,
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:because all you are needing to do
to gain clients is to build rapport
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:with people, make sure that you
communicate that you get their needs.
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:That you understand where they
are, where they want to get
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:to what they've tried before.
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:What's in the way.
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:Make sure you're really good
at explaining how you can help.
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:And make sure you are talking to
that person who is ready to buy now.
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:Guiding that person towards a decision
rather than only ending your posts
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:or whatever, with a quote or a
general platitude, you want to be
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:inviting people to make that decision.
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:It's worth saying that
it does take practice.
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:And this particular client was lucky
that she had a lot of practice, which
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:is why she gained that expertise.
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:So I often have people say I really
need to work more on my sales process.
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:but they haven't actually
had any sales calls yet.
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:So whilst I have a full process
that I share about here's exactly
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:what you need to say at this stage.
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:Here's how you handle these objections
in reality, unless we are actually
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:practicing, which is again, what I try and
encourage people to do within the program.
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:Either do that on the calls in
breakout rooms, or meet up with
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:other people from the program.
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:and take turns in
actually practicing this.
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:It's a skill that you
cannot just read about.
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:You need to go through those mistakes.
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:Completely mess that up
and then try it again.
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:So the more you can
practice this, the better.
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:This is well worth your time.
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:And if you want to take this
even further, I encourage you
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:to jot down after the call.
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:What questions did you ask?
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:What were the responses?
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:How could you do it differently?
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:Just like used to do in coach training.
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:Once you had a coaching session.
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:You have to reflect back.
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:I don't know if your training was
like mine when you had to record them.
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:Cringe-worthy listened back thing.
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:Oh God.
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:Yeah.
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:I should have asked this.
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:I should have asked that.
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:That's exactly what you can do with
your sales calls to ensure that you
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:get better at this important skill.
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:So here are two actionable tips
that you can take forward right now
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:to improve your discovery calls.
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:Firstly use the 80 20 rule.
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:Aim to listen for 80% of the
call and speak for only 20%.
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:This ensures that you don't get embroiled
into explaining your process again.
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:And again, Your process isn't as
important as that person's needs,
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:who are right in front of you.
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:Second end with a clear next step.
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:Always finish your call
with a specific plan.
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:So ideally that is
scheduling another call.
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:If it's not a yes, immediately.
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:Or sending a proposal or agreeing a
date that you will contact them again.
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:Perhaps a date that you will have
your first call, if it is a yes.
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:So ensure that you both know
exactly what's happening next.
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:The worst thing, and it happens often,
so if it's happened to, you know, you're
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:not the only one, it's the ghosting
that happens after a sales call, and
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:that will only happen if you allow that
call to end without a clear next step.
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:These adjustments will lead
to a noticeable impact in
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:your discovery call outcomes.
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:So let's summarize today's episode.
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:Firstly, we talked about
why discovery calls matter.
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:Then I talked about the five
elements of an effective sales call.
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:So that is preparation, rapport,
building needs assessment, value
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:proposition, and then next steps.
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:Next, we talked about
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:a case study and some common mistakes
that people make and how to solve them.
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:And finally, I left you with two
actionable tips that can completely change
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:the game for you on your discovery calls.
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:I hope this quick overview
was helpful for you.
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:In my coaching program, I go way
deeper and provide a full step-by-step
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:guide, including the mindset, because
often that is the biggest hurdle, as
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:well as knowing exactly what to say.
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:It's really embodying that you and
your service is worth investing in.
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:I also cover the two separate processes,
firstly for selling to individuals
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:and then for selling to organizations.
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:There are different approaches
and you will want to master these
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:approaches because this is what
is going to turn those potential
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:clients into paying clients.
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:You will find the link to the
business of coaching mentorship
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:program in the show notes.
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:And I will leave you with the fact that
every discovery call is an opportunity
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:for you to change someone's life.
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:That person will want to talk themselves
out of making any positive change.
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:Our brains only want to
keep us safe, keep us small.
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:So at every point they will be backing off
thinking maybe I don't really need this.
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:Maybe I can do this myself, despite
the fact that maybe they haven't
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:done this themselves for years.
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:So this is your opportunity to completely
change the game for that person's life.
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:I hope that is helpful for you.
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:And like I say, at the end of every
episode, trust yourself, believe
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:in yourself and be the wise Gardner
who keeps on watering the seed.
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:Microphone (Samson Q2U Microphone):
Thank you so much for listening to this
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:episode of Women in the Coaching Arena.
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:I have a mess of free resources on
my website joannalottcoaching.com.
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:That's Joanna with an A
and Lott with two T's.
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:joannalottcoaching.com.
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:And I'll also put links in the show notes.
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:Let me know if you found
this episode useful.
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:Share it with a friend and
leave me a review, and I will
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:personally thank you for that.
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:Remember to trust yourself, believe
in yourself and be the wise Gardner
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:who keeps on watering the seed.
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:Get into the arena dare, greatly and try.
