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Which Delivery Method Actually Sells Better?
Episode 31229th August 2023 • Course Building Secrets® Podcast • Tara Bryan
00:00:00 00:15:04

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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.

About Me:

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. 

I like to geek out on all things business strategy, marketing, interactive digital and user experience. This podcast is all about what is working, lessons learned and actionable tips to create and grow a thriving online business. 

Join us each week as we dive into different strategies, tactics and tips you can apply immediately to your business.

To learn more:

Find us at https://www.taralbryan.com

Here are two ways we can help you create, grow and scale your business:

1. Want to package or pivot your business? Download our free Step-by-Step guide to get the exact steps you need to create and grow an online business.

Step-By-Step Guide

2. ALREADY HAVE AN ONLINE BUSINESS & READY TO INFINITELY SCALE?

Download our free 50 Ways to Engage Your Customers guide or Schedule a 30 minute call with Tara to talk about our offers that will help you master the game.

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Mentioned in this episode:

https://taralbryan.com/step/15-learn-to-scale-call

Transcripts

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Hey, welcome to today's episode of the course building

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secrets podcast. I am thrilled that you're here today. In this

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episode, I want to talk about a conversation I had with a client

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today because I think it's totally relevant for everyone

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who is getting in the game, to start to package your services

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or your expertise. And it's a really common sort of challenge

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that people have. And that is, how do you determine what is

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going to sell best, and how to sort of package your program,

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your course your offer in a way that is going to make the most

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impact. So here's the situation. We were on a coaching call

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today. And she happened to mention that one of the people

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that she follows or groups that she's in, they had a guest

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speaker and this guest speaker said that he actually sold more

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when he packaged his expertise into an online course, an

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evergreen online course, then when he tried to sell it as a

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coaching program. And so because of that, she determined that her

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program would be better, and would sell better as an an

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online course. And that may be the case, but it's not always

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the case. And so today's episode, I want to break down,

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kind of the key things to think about when you are in this

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position. Because the reality is, is that your offer is

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whatever your offer is that you make it and you're you're

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attracting people to that offer. So you can attract people to an

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online course. And they'll buy that online course, if it's a

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compelling offer, you can also build a coaching program, and

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attract people to that coaching program. And they will buy, if

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it's a compelling offer, you can also do sort of a hybrid, right,

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like you can do a hybrid program or hybrid experience, which is,

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you know, a lot of the things a lot of times what we're helping

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people build, and that will sell if it's a compelling offer, and

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you have the audience that you've attracted to it. So the

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key point is that

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it's not so much how you deliver your methodology or your

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framework, it is the fact that you have a packaged framework,

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you are tackling a real problem that you then an audience wants

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to solve. And then the way that you're delivering it, is to

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determine the best way for people to get results. So let me

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give you a couple of examples. So the first example is, say

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you're selling a weight loss program.

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And so you could determine that you want to do an on demand,

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you know, 12 week

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fitness course, as an example, right? So somebody goes in, they

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buy it, they do it themselves, they interact with the content

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and your material. Maybe you have some take actions, daily

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accountability, those kinds of things. But it's all packed

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prepackaged.

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So therefore, you're going to go out, and you're going to attract

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people who have the problem of wanting to complete a weight

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loss program completely on demand, and on their own time,

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right. So there's a market for that. And they will buy that,

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that program as long as you are able to find and attract people

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who have that problem, who want solved in that delivery method.

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You're gonna have other people who want to solve that same

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problem, but they need accountability, they need you to

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show up and guide them or hold them accountable. Give them you

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know, some recognition, some

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just some more feedback, right? So there are going to be people

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who are attracted to that model. And they want to go through the

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experience in that way. Right. So it's two different people

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that you're trying to attract. One who is totally internally

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motivated, wants to do it themselves and doesn't

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necessarily need someone to hold them accountable. And someone

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who wants that accountability wants to have that personal kind

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of interaction with a real human right. Same same content, same

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roadmap, right? So what you're teaching is exactly the same,

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but the way that it's being delivered has two different

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audiences or two different approaches that you can sell it

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in, right so it's not so much one is going to sell better than

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the other. It's that when you're selling it, you're targeting,

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you know, one audience versus the other. Right. So when you're

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selling a program lightweight, like weight loss, most people

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have spent their entire lives developing poor habits and poor

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behaviors that they need.

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Need some, some real help unraveling? Right? They need

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somebody to hold them accountable. They need someone

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to remind them to not eat that brownie because they have a

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greater goal. And so is it a better program? In that case to

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have accountability or coaching along with the education?

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Potentially, right? You get to choose that as the creator. And

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as the person who's creating that experience, what is easier

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for your people? What, what guarantees them a better chance

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of succeeding? Well, in this case, probably more of that

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coaching, because you know, that that's necessary for somebody to

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be able to change their, their behavior or their habits. Okay.

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So in that case, then, if that person who was who was speaking,

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when he said, My, my automated course sells better than my

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coaching program, maybe he was selling some other type of

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program, right, maybe he wasn't selling one that you knew, would

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get better results with? Coaching, right? So it all it's

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not apples to apples in terms of comparing what somebody else has

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done and how they've sold their program. So another example

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would be, say you want to teach somebody the skill of building a

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website?

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Okay, well, let's look at that. So if you are trying to teach

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somebody a skill of building a website, could they do that on

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their own without accountability and guidance? Sure, right. You

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could teach them the steps, they could implement the steps, and

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they could successfully build a website, that could be done as

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an online program, right and automated online program. Could

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you also do that as a coaching program? Absolutely. Right. So

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the coaching element to that would be, you're there to answer

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questions, you're there to give feedback on what they've

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created, you're there to give additional tips or help them

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overcome some obstacles or hurdles they may have, maybe

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they're trying to do some coding, and they get stuck, and

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they don't know what to do, you being there in a coaching

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capacity helps them guarantee their success, that they can

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keep moving forward. So again, another scenario where both will

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sell. But

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you know, somebody has to be self motivated to go through it

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in an automated fashion, versus having a coach to the to be

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there to guide them. So no, you know, both scenarios are

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correct. Both scenarios are helpful, you will sell both

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options. But your preference for how you're teaching it and

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delivering it is, is the first criteria to look at like do you

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want to be actively involved through people or not? Right,

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you can create a virtual version of yourself, and really simulate

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a lot of the coaching that you would do in an automated program

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when you when you design the experience correctly. So you

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could provide them with that opportunity to get that

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feedback, to get the answers to the questions when they need

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them. Because you're able to anticipate those is that expert?

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Or do you want to be there? Do you want to walk them through

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it? Do you want to develop a relationship with them? Do you

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want to help them, maybe get a job in web design or something

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else that you're doing in a coaching capacity? First and

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foremost, you get to decide that sales and attracting people

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isn't it's it happens once you determine what you're teaching,

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the roadmap, and the delivery method. It's not a delivery

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method is going to work better than the other in terms of

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attracting new clients to you. So hopefully, this helps you

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because it was a great conversation. And again, it's

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something that is common. I heard somebody say, Well, we

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have to do a course not necessarily, or I heard somebody

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say we have to do a coaching program, I heard somebody say we

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have to do high ticket, we have to do low ticket, we have to do

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this, we have to do that. Right? So if you're following the

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market, or what the gurus are saying, and not sticking to your

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business strategy based on what your goals are, and how do you

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want to deliver your proprietary framework, then you're going to

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fall in this trap of well, so and so said this, and so and so

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so that I don't have enough sales. So I'm gonna flip this

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and do this and change this, when the activity that you're

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working on, around selling is how are you finding the right

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people that are are challenged with the problem that you are

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uniquely qualified to solve in your program, your course your

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coaching, whatever it is you've got going on, right, who want to

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have that solution. That is the focus is finding those people go

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to where they are and establish your authority and, and bring

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them towards you to tell them that you can solve their

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problem. The way that you solve their problem. Depends on how

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you think the best approaches

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To solve that problem, or you know how you're building your

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business model, right?

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It's not about just flipping from one to the other, because

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you haven't been able to successfully sell your program.

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If you're not selling your program, nobody's buying,

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regardless of the way that you are delivering, then it's time

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to look at the offer, right? Because you're either not

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solving a compelling problem that people want solved. Or you

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are not finding the right customers to come in. Right. So

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so like, there's, there's a offer problem, not a delivery

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problem. So whether it's an online course, whether it's an

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online coaching, whether it's a high ticket workshop, whether

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it's an in person mastermind, like it doesn't matter how

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you're delivering it, that is, is secondary to are you bringing

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the right people in who have a problem that you can provide

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them a solution to. And so don't confuse the two, because they're

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not necessarily equal. So when when we were talking about that

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this morning, what was important about the conversation is when

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you're listening to somebody talk about, you know, what's

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working for them, put it through the filter of your business

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goals, right? If you can't, you can't take what somebody else

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has said, as fact, if it doesn't match the your approach and the

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way that you want to run business, you run your business.

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So that's the very first thing is always kind of look through

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that lens of what your goal is. And then also think about, like,

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how do you want to deliver it. And if, again, if you're not

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selling, nobody's buying it, it's not usually a delivery

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problem, you can deliver it as a book, you can deliver it as a

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program, you can deliver it as a workshop, like you can deliver

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it however you want to, but there's a million different ways

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to deliver your program. Typically, that's not the

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problem, people don't say, Well, I'm not gonna buy because I want

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to in this modality, or in this delivery method, that's not

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usually going to be the hiccup that's going to get them to buy

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or not buy.

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And so what's going to get them to buy is that they have a pain,

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and you have the solution, right? You have the painkiller

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that's gonna get them out of pain, or they want the solution

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that you are able to get to them. That is the critical sort

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of factor that that starts first. And then you put them

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into the best delivery method that works for them. And

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typically, it's do it yourself, done with you or done for you,

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right, those are kind of the three big buckets and

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and you'll have different people who will prefer one, one versus

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the other, but it's not driving their decision making. So

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hopefully this serves you

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and provides you just a little bit of clarity. I know that it

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was a conversation that was helpful this morning, in terms

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of just identifying where in the process you should be focused

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and how do you create an experience that incorporates the

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the right things at the right time, so that you can guarantee

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results for your customers. Alright, there you go. Have a

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