In this episode, Tara takes you behind the scenes of a coaching call to learn which delivery method (online course, online program, hybrid experience) actually sells better. This is a common issue that business owners face as they search for their perfect buyers.
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Hey, it’s your host, Tara Bryan. And I am on a mission to help more business owners learn to infinitely scale their businesses by leveraging the power of online without sacrificing the customer experience or results.
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Mentioned in this episode:
https://taralbryan.com/step/15-learn-to-scale-call
Hey, welcome to today's episode of the course building
Unknown:secrets podcast. I am thrilled that you're here today. In this
Unknown:episode, I want to talk about a conversation I had with a client
Unknown:today because I think it's totally relevant for everyone
Unknown:who is getting in the game, to start to package your services
Unknown:or your expertise. And it's a really common sort of challenge
Unknown:that people have. And that is, how do you determine what is
Unknown:going to sell best, and how to sort of package your program,
Unknown:your course your offer in a way that is going to make the most
Unknown:impact. So here's the situation. We were on a coaching call
Unknown:today. And she happened to mention that one of the people
Unknown:that she follows or groups that she's in, they had a guest
Unknown:speaker and this guest speaker said that he actually sold more
Unknown:when he packaged his expertise into an online course, an
Unknown:evergreen online course, then when he tried to sell it as a
Unknown:coaching program. And so because of that, she determined that her
Unknown:program would be better, and would sell better as an an
Unknown:online course. And that may be the case, but it's not always
Unknown:the case. And so today's episode, I want to break down,
Unknown:kind of the key things to think about when you are in this
Unknown:position. Because the reality is, is that your offer is
Unknown:whatever your offer is that you make it and you're you're
Unknown:attracting people to that offer. So you can attract people to an
Unknown:online course. And they'll buy that online course, if it's a
Unknown:compelling offer, you can also build a coaching program, and
Unknown:attract people to that coaching program. And they will buy, if
Unknown:it's a compelling offer, you can also do sort of a hybrid, right,
Unknown:like you can do a hybrid program or hybrid experience, which is,
Unknown:you know, a lot of the things a lot of times what we're helping
Unknown:people build, and that will sell if it's a compelling offer, and
Unknown:you have the audience that you've attracted to it. So the
Unknown:key point is that
Unknown:it's not so much how you deliver your methodology or your
Unknown:framework, it is the fact that you have a packaged framework,
Unknown:you are tackling a real problem that you then an audience wants
Unknown:to solve. And then the way that you're delivering it, is to
Unknown:determine the best way for people to get results. So let me
Unknown:give you a couple of examples. So the first example is, say
Unknown:you're selling a weight loss program.
Unknown:And so you could determine that you want to do an on demand,
Unknown:you know, 12 week
Unknown:fitness course, as an example, right? So somebody goes in, they
Unknown:buy it, they do it themselves, they interact with the content
Unknown:and your material. Maybe you have some take actions, daily
Unknown:accountability, those kinds of things. But it's all packed
Unknown:prepackaged.
Unknown:So therefore, you're going to go out, and you're going to attract
Unknown:people who have the problem of wanting to complete a weight
Unknown:loss program completely on demand, and on their own time,
Unknown:right. So there's a market for that. And they will buy that,
Unknown:that program as long as you are able to find and attract people
Unknown:who have that problem, who want solved in that delivery method.
Unknown:You're gonna have other people who want to solve that same
Unknown:problem, but they need accountability, they need you to
Unknown:show up and guide them or hold them accountable. Give them you
Unknown:know, some recognition, some
Unknown:just some more feedback, right? So there are going to be people
Unknown:who are attracted to that model. And they want to go through the
Unknown:experience in that way. Right. So it's two different people
Unknown:that you're trying to attract. One who is totally internally
Unknown:motivated, wants to do it themselves and doesn't
Unknown:necessarily need someone to hold them accountable. And someone
Unknown:who wants that accountability wants to have that personal kind
Unknown:of interaction with a real human right. Same same content, same
Unknown:roadmap, right? So what you're teaching is exactly the same,
Unknown:but the way that it's being delivered has two different
Unknown:audiences or two different approaches that you can sell it
Unknown:in, right so it's not so much one is going to sell better than
Unknown:the other. It's that when you're selling it, you're targeting,
Unknown:you know, one audience versus the other. Right. So when you're
Unknown:selling a program lightweight, like weight loss, most people
Unknown:have spent their entire lives developing poor habits and poor
Unknown:behaviors that they need.
Unknown:Need some, some real help unraveling? Right? They need
Unknown:somebody to hold them accountable. They need someone
Unknown:to remind them to not eat that brownie because they have a
Unknown:greater goal. And so is it a better program? In that case to
Unknown:have accountability or coaching along with the education?
Unknown:Potentially, right? You get to choose that as the creator. And
Unknown:as the person who's creating that experience, what is easier
Unknown:for your people? What, what guarantees them a better chance
Unknown:of succeeding? Well, in this case, probably more of that
Unknown:coaching, because you know, that that's necessary for somebody to
Unknown:be able to change their, their behavior or their habits. Okay.
Unknown:So in that case, then, if that person who was who was speaking,
Unknown:when he said, My, my automated course sells better than my
Unknown:coaching program, maybe he was selling some other type of
Unknown:program, right, maybe he wasn't selling one that you knew, would
Unknown:get better results with? Coaching, right? So it all it's
Unknown:not apples to apples in terms of comparing what somebody else has
Unknown:done and how they've sold their program. So another example
Unknown:would be, say you want to teach somebody the skill of building a
Unknown:website?
Unknown:Okay, well, let's look at that. So if you are trying to teach
Unknown:somebody a skill of building a website, could they do that on
Unknown:their own without accountability and guidance? Sure, right. You
Unknown:could teach them the steps, they could implement the steps, and
Unknown:they could successfully build a website, that could be done as
Unknown:an online program, right and automated online program. Could
Unknown:you also do that as a coaching program? Absolutely. Right. So
Unknown:the coaching element to that would be, you're there to answer
Unknown:questions, you're there to give feedback on what they've
Unknown:created, you're there to give additional tips or help them
Unknown:overcome some obstacles or hurdles they may have, maybe
Unknown:they're trying to do some coding, and they get stuck, and
Unknown:they don't know what to do, you being there in a coaching
Unknown:capacity helps them guarantee their success, that they can
Unknown:keep moving forward. So again, another scenario where both will
Unknown:sell. But
Unknown:you know, somebody has to be self motivated to go through it
Unknown:in an automated fashion, versus having a coach to the to be
Unknown:there to guide them. So no, you know, both scenarios are
Unknown:correct. Both scenarios are helpful, you will sell both
Unknown:options. But your preference for how you're teaching it and
Unknown:delivering it is, is the first criteria to look at like do you
Unknown:want to be actively involved through people or not? Right,
Unknown:you can create a virtual version of yourself, and really simulate
Unknown:a lot of the coaching that you would do in an automated program
Unknown:when you when you design the experience correctly. So you
Unknown:could provide them with that opportunity to get that
Unknown:feedback, to get the answers to the questions when they need
Unknown:them. Because you're able to anticipate those is that expert?
Unknown:Or do you want to be there? Do you want to walk them through
Unknown:it? Do you want to develop a relationship with them? Do you
Unknown:want to help them, maybe get a job in web design or something
Unknown:else that you're doing in a coaching capacity? First and
Unknown:foremost, you get to decide that sales and attracting people
Unknown:isn't it's it happens once you determine what you're teaching,
Unknown:the roadmap, and the delivery method. It's not a delivery
Unknown:method is going to work better than the other in terms of
Unknown:attracting new clients to you. So hopefully, this helps you
Unknown:because it was a great conversation. And again, it's
Unknown:something that is common. I heard somebody say, Well, we
Unknown:have to do a course not necessarily, or I heard somebody
Unknown:say we have to do a coaching program, I heard somebody say we
Unknown:have to do high ticket, we have to do low ticket, we have to do
Unknown:this, we have to do that. Right? So if you're following the
Unknown:market, or what the gurus are saying, and not sticking to your
Unknown:business strategy based on what your goals are, and how do you
Unknown:want to deliver your proprietary framework, then you're going to
Unknown:fall in this trap of well, so and so said this, and so and so
Unknown:so that I don't have enough sales. So I'm gonna flip this
Unknown:and do this and change this, when the activity that you're
Unknown:working on, around selling is how are you finding the right
Unknown:people that are are challenged with the problem that you are
Unknown:uniquely qualified to solve in your program, your course your
Unknown:coaching, whatever it is you've got going on, right, who want to
Unknown:have that solution. That is the focus is finding those people go
Unknown:to where they are and establish your authority and, and bring
Unknown:them towards you to tell them that you can solve their
Unknown:problem. The way that you solve their problem. Depends on how
Unknown:you think the best approaches
Unknown:To solve that problem, or you know how you're building your
Unknown:business model, right?
Unknown:It's not about just flipping from one to the other, because
Unknown:you haven't been able to successfully sell your program.
Unknown:If you're not selling your program, nobody's buying,
Unknown:regardless of the way that you are delivering, then it's time
Unknown:to look at the offer, right? Because you're either not
Unknown:solving a compelling problem that people want solved. Or you
Unknown:are not finding the right customers to come in. Right. So
Unknown:so like, there's, there's a offer problem, not a delivery
Unknown:problem. So whether it's an online course, whether it's an
Unknown:online coaching, whether it's a high ticket workshop, whether
Unknown:it's an in person mastermind, like it doesn't matter how
Unknown:you're delivering it, that is, is secondary to are you bringing
Unknown:the right people in who have a problem that you can provide
Unknown:them a solution to. And so don't confuse the two, because they're
Unknown:not necessarily equal. So when when we were talking about that
Unknown:this morning, what was important about the conversation is when
Unknown:you're listening to somebody talk about, you know, what's
Unknown:working for them, put it through the filter of your business
Unknown:goals, right? If you can't, you can't take what somebody else
Unknown:has said, as fact, if it doesn't match the your approach and the
Unknown:way that you want to run business, you run your business.
Unknown:So that's the very first thing is always kind of look through
Unknown:that lens of what your goal is. And then also think about, like,
Unknown:how do you want to deliver it. And if, again, if you're not
Unknown:selling, nobody's buying it, it's not usually a delivery
Unknown:problem, you can deliver it as a book, you can deliver it as a
Unknown:program, you can deliver it as a workshop, like you can deliver
Unknown:it however you want to, but there's a million different ways
Unknown:to deliver your program. Typically, that's not the
Unknown:problem, people don't say, Well, I'm not gonna buy because I want
Unknown:to in this modality, or in this delivery method, that's not
Unknown:usually going to be the hiccup that's going to get them to buy
Unknown:or not buy.
Unknown:And so what's going to get them to buy is that they have a pain,
Unknown:and you have the solution, right? You have the painkiller
Unknown:that's gonna get them out of pain, or they want the solution
Unknown:that you are able to get to them. That is the critical sort
Unknown:of factor that that starts first. And then you put them
Unknown:into the best delivery method that works for them. And
Unknown:typically, it's do it yourself, done with you or done for you,
Unknown:right, those are kind of the three big buckets and
Unknown:and you'll have different people who will prefer one, one versus
Unknown:the other, but it's not driving their decision making. So
Unknown:hopefully this serves you
Unknown:and provides you just a little bit of clarity. I know that it
Unknown:was a conversation that was helpful this morning, in terms
Unknown:of just identifying where in the process you should be focused
Unknown:and how do you create an experience that incorporates the
Unknown:the right things at the right time, so that you can guarantee
Unknown:results for your customers. Alright, there you go. Have a