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Selling Online MasterclassLet’s build your first automatic online sales system!
Welcome and stand by!
Welcome!
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!Warning!!!
This will be A LOT of intel. Take your time to process it.
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?Who did the homework?
What did you learn or feel?
Put yourself in your client's shoes,
so you can understand their experience.
Agenda
Break down each piece in detail, so you have the necessary goods ready for your clients
Introduce the 4 key pieces of your automatic online sales system, so you know what to create for your business, as a new(er) coach
Review some do’s, don’ts and examples!
Take questions during each section (of course!)
What you need to create as a new coach
What we are focused on today
Your 4-part online sales system
Your Introductory
Coaching Package
(Under $100)
Your Freebie or Lead Magnet
Your Customer Relationship Management System (CRM)
Your Email Nurture
Sequence offering your
intro package!
Once you get clients into your system and your intro package, they are qualified and set
up to want your BIG profitable package or program!
Your 4-part online sales system Client view
Your Introductory
Coaching Package
(Under $100)
Your Freebie or Lead Magnet
Your Customer Relationship Management
System (CRM)
Your Email Nurture
Sequence offering your
intro package!
If they are a fit, you offer
your big coaching
program or package!
AND… This same automated 4-part system will
work for different offerings!
Career Crystal Ball
Freebie
Career Crystal Ball
Career Crystal Ball to Private Coaching
Career Crystal Ball to Retreat
Disclaimer: You do need to have a niche for this system to work! :)
LET’S DO IT!
Step 1: Intro Package
Design your Intro Package
The intro coaching package is one small paid session that you sell from
your website, your automated email systems, and
anywhere else that makes sense.
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?QUESTION:Why do we sell a $100 intro package, and not a bigger more expensive package, in our automated online sales system?
Most people don’t know you, or understand the value of coaching, well enough to purchase a bigger package
simply from emails.
And since you are a new coach, they don’t have a whole lot of ways to learn
about you prior to buying.
The intro offer allows them to experience coaching without a huge commitment. They are then set up to
want more!
Finally, you need to talk to big private clients to determine fit before you agree
to coach them!
Let’s design your intro offer!
A great Intro Offer: Strategy
Is no longer than 45 minutes long
Offers some concrete and tangible outcomes that your specific clients want (so - being vague is a no go).
Is clear and easy to understand to anyone on the planet
Opens the door for your bigger coaching offerings
Why is it 45 minutes or less?
Why are we concrete with outcomes? Isn’t that against the ethics of coaching?
Which is more compelling?
“Let’s do a discovery session. That’s $99.”
“In 45 minutes I can tell you exactly why you are stuck in your
job and can’t seem to leave, no matter how many times you tell
yourself you will.”
Why does it need to open the door to my bigger package or offering?
“All of your problems are solved! But let’s
keep working together. That’s $2000.”
“Now that you understand why you are so stuck at work, you know you need to make a change. But what should you do next? How do you
find your real passion?….”
You are not magical. You cannot create lasting
change in one session.
It’s a disservice to your clients to not offer them more help.
DESIGN YOURS!
What is one key thing you know the majority of your ideal clients are struggling with that they want solved?
Using your coaching skills and other expertise, how can you offer them a critical breakthrough or insight that will help them with this problem?
Brainstorm a list of struggles
What do your people complain about to their friends over happy hour as it relates to your niche?
What is one obstacle that they see as in their way to achieving their goal?
What are they searching for help with on Google?
What tools or methods can you adapt to help them?
DiSC, Values Assessment, Strengths Finder, Coaching tools etc
Make a list of your skills!
Christie
“I feel so stuck at work!”
“I hate my job but don’t know how to find something I want…ugh.”
“I want to quit but can’t get motivated to find something else.
Client problems Expertise
Energy Leadership Index
Life Values/Work Values Assessment
Resume expert
Wheel of Life
Now match your skills and expertise with the problem you identified to
come up with a plan for your session!
Christie
“I feel so stuck!”
“I hate my job but don’t know how to find something I want…ugh.”
“I want to quit but can’t get motivated to find something else.
Client problems Expertise
Energy Leadership Index
Life Values/Work Values Assessment
Resume expert
Wheel of Life
Then, develop your SPECIFIC promise for the session, one that
focuses on your niche and clientele.
Lay out your specific promise
In 45 minutes or less, you will ….
“In 45 minutes or less you will know exactly why you are stuck at work and three ways to immediately get motivated to find a better job.”
“In 45 minutes or less you’ll know exactly what’s wrong with your dating profile, and you’ll have 3 upgrades to help you find the right women for you.”
Finally, plan out your agenda for the intro session.
Key Agenda Pieces:
1) Pre-work (logistics and/or content)
2) Welcome and agenda setting
3) Deliver your promise
4) Make your offer for your big program
Plan out your Agenda
Finally, open the door to your offer and invite them to keep working with you, using what you learned in the session to educate them on why coaching will help them (only do this if you actually want this person as a client!)
Welcome them to the session, and tell them the agenda for your time together. Tell them that if you have any additional resources based on your convo, you’ll share them at the end.
Go into the meat of your session - deliver on your promise.
Think about any pre-work they may need to do before they get to the session. What information do you need to send them?
Leave time for questions and conversation throughout, taking notes on any bigger issues or patterns you see.
At the 45 minute mark, wrap up on your promise and recap what they’ve learned.
EXAMPLE TIME! Let’s say you were offering a Resume
Refresh, with a promise to refresh the 3 most critical pieces of someone’s resume in 45 minutes, so they’d be ready to apply
for great jobs.
Example Agenda: Resume Refresh
Agenda (5 minutes): “Welcome to the resume refresh! Our agenda is simple: We’ll refresh 3 things: Your summary, experience section, and layout in the next 45 minutes so you are ready for the job search! And if I have any additional resources for you, I’ll share those at the end…”
Session meat (35 minutes):
1) What makes a great summary + refresh
2) What makes a great experience section + refresh of two most recent jobs
3) Layout recommendation
Pre-work email: “Welcome to the Resume Refresh. I can’t wait to work with you so you can start to apply for great jobs! Before we meet, please send me a copy of your resume and schedule your session time using this link. Please allow 48 hours for resume review before your scheduled session…”
Example Agenda: Resume Refresh
Recap of refresh (5 minutes): “Okay, we are done! As we wrap up here are the key things to keep in mind as you apply all of the changes in future…. “
Open the door: “I know you said finding the right job is your #1 goal right now. As you know, the resume is just one part of the job search, but there’s so much more that comes before and after. Finding the right jobs to apply for, interviewing successfully, negotiating salary, and determine job fit so you stay on once hired - so you know you are in exactly the right job. Given that you mentioned you’ve struggled with all of these steps in the past, I’d love to invite you to join my Job Search Greatness Coaching Program…”
Choose your price!
Choose $99 or $97 or anything close to, but under, $100 :)
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?What are your questions
about the Intro Offer?
Step 2: Freebie!
Let’s build your freebie!
Your freebie is a small free piece of content you offer people in exchange for
their email, in order to start a relationship with them (and begin your
sales funnel!)
Freebie
Freebie
Create something interesting that will help your potential clients, that gently and strategically leads to your intro coaching offerEducate them on their problems, and by doing so demonstrate your own credibility + open the door that they *might* need more help, which you can do via your intro coaching offerBottom line: Create goodwill and strategically help them get to know you and your coaching
Freebie Strategy
Let’s talk some DO’s and DON’TS!
Do make sure your freebie is something people WANT.
Do make sure your freebie is related to your Intro Coaching Offer.
Do make sure it feels *easy*, helpful and interesting.
Don’t get caught up in the format, instead focus on the problem first and
foremost.
Do put it in your website banner, about page in your blogs, and anywhere else it
makes sense to you!
DESIGN YOURS: TOPIC!
Is there a small piece of your intro offer that you can pull out and drill into as a freebie, that you know people want help with?
Job search intro offer: Freebie =“The five best interview questions and answers for millennials” Date profile intro offer: Freebie = “How to write a great headline for your dating profile as a woman over 50” Get unstuck at work intro offer: Freebie = “6 steps to help you find work you love”
Why do we start with the topic and not the format?
DESIGN YOURS: FORMAT!
A series of articles on your website that you link to in your emails
A check-list
A guide
An ebook
An audio training
A video training
A short challenge
A series of emails
Don’t make it hard. Pick something easy for you to create that fits the
topic idea.
Remember, the goal of the freebie is to get the right clients who need your help to
start to engage with you (while you sleep!).
If you are struggling to create it, record yourself talking and brainstorming, or buy
a friend some coffee and talk to them.
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?What are your questions
about the freebie?
Step 3: CRM!
Customer Relationship Management
A CRM is a tech tool you use that allows you to capture and manage emails and
client communication history.
CRM Example
CRM Example
CRM
You use it to manually or automatically send emails to your list (or both!)
It provides the tech to capture emails, manage contacts, and in some cases manage products and take payments
It operates behind the scenes, and will be a key part of your sales system
Let’s go take a look!
You’ll be able to learn how to use a CRM by yourself. But please plan on spending
time learning how to use it :).
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about the CRM?
Step 4: Nurture Sequence!
Create your Nurture Sequence
Your nurture sequence will build on your freebie, and offer more insight or ideas on that topic to generate goodwill and build connection, so you can invite people to your
Intro Offer without being salesy.
( That’s why the world *nurture* is involved!)
It’s usually 3-6 automated emails, that drip out over a few
days to a week or two.
Nurture Sequence Strategy
Help your potential clients get to know you by continuing to help with their problems
Generate goodwill with your help, so you build trust and rapport
Slowly show them that they need more help than simply a small free offering
Gently offer those that want more help an option, by inviting them to purchase your intro offer!
Selling is really strategically educating people about their problems.
Let’s talk Do’s and Don’ts!
Do keep it to one topic per email, so it won’t be overwhelming.
Do keep each email short and conversational.
(Write like a human, to one person).
Don’t jump straight into selling - make sure to build a relationship first!
(Otherwise you are asking for marriage on the first date!)
But DO eventually make an offer that shows clients the concrete benefit of
your intro package, as it relates to them.
“You’ll get more clarity and abundance in your life!”
“You’ll know exactly why you can’t seem to get a second date, and one thing to fix
immediately in your profile.”
VS.
DESIGN YOURS: Content Strategy!
Are there common questions you think people will ask that are not answered in your freebie? Make those your nurture sequence!
Or, provide more in-depth answers to things you cover lightly in your freebie
Or just have your freebie be delivered in pieces over email, so it doubles as a nurture sequence
DESIGN YOURS: Brainstorm!
What are your client’s burning questions, that relate to your freebie?
What are the things they object to, or worry about that relate to your freebie?
What common mistakes do you see them making?
DESIGN YOURS: Brainstorm!
What are your client’s burning questions, that relate to your freebie?Example: Date Coach for Women over 50 offering freebie around best profile headlines. “What photos should I post in my online profile?” “What information should I absolutely include?” “Should I list my age and real height in my profile?”
DESIGN YOURS: Brainstorm!
What are the things they object to, or worry about that relate to your freebie?
Example: Date Coach for Women over 50 “Are there enough men to date my age?”“Should I even online date? Am I too old?” “Are there good men out there?”
DESIGN YOURS: Brainstorm!
What common mistakes do you see them making?
Example: Date Coach for Women over 50 -Not posting enough photos -Only using one dating app instead of several -Writing a long list of what they want, versus being conversational in their profile -Writing really bad headlines -Not starting conversations with men online
This list will become the content for your nurture sequence emails!
DESIGN YOURS: Example Outline
Email 1: Welcome and deliver your freebie. Day 0.
Email 2: Answer a burning question or a common mistake. Day 2.
Email 3: Answer a burning question or a common mistake (or go deeper on a topic/worry). Day 4.
DESIGN YOURS: Example Outline
Email 4: Answer a common objection or concern that your people have (that may prevent them from taking action on your offer). Introduce your offer. Day 6.
Email 5: Talk about your intro coaching session and why they need it. Get concrete. Day 7.
Email 6: Remind them to take action on your offer, stressing why it will help them. Day 8.
Career Coach Example
Email 1: “Here’s the goods: 6 steps to find work you love!” (Welcome and deliver your freebie)
Email 3: “The difference between passion and a hobby” (Answer a burning question/go deeper)
Email 2: “The #1 mistake about passion.” (Answer a burning question or big mistake)
Career Coach Example
Email 4: “Yes, there is a passion out there for you - here’s why…” (Answer a common objection + intro your offer)
Email 5: “This will 100% help you find your passion!” (Dedicated email about your awesome intro package and why they need it)
Email 6: “Did you see this help on passion? Time sensitive!” (Remind them to take action!)
There are a LOT of ways to do this. Be a human, be helpful, be brief…and be
strategic.
Let’s take a look at some different examples to help you with your copy!
Example Script: Welcome
Example Script: Worries
Example: Burning Question + Offer
Example Intro Offer
Example Reminder
Make sure you highlight the concrete benefits of your intro coaching package
in your nurture sequence. Be clear, not cute! :)
“Buy my Peppy Life Package where we’ll pep up
your step!
“Buy my Peppy Life Package, where you’ll learn not only why
you can’t seem to get motivated in life or work (it’s not what you think), but also three ways to
instantly get more energy today (even while sitting on your
couch).
VS.
Also write in the style that you enjoy after experiencing other people’s nurture
sequences. What you like, your clients will as well.
Recap: Your 4-part online sales system
Your Introductory
Coaching Package
(Under $100)
Your Freebie or Lead Magnet
Your Contact Management
System
Your Email Nurture
Sequence offering your
intro package!
My intro offer is concrete, less than 45 minutes, and priced under $100
My freebie relates to my intro offer, and it is something people really want
My contact management system is set up to deliver my emails to anyone who signs up for my freebie
My email nurture sequence is 4-6 emails, and is friendly, focused and continues to build goodwill with my prospective clients.
My email nurture sequence gently offers my intro package to my prospective clients.
Check List
Sign up for 3-4 freebies from coaches in different niches. Notice what you like and what you don’t and why. What emails are you opening? What emails are you reading? Why? Use these insights to guide you in creating your own personal brand and style!
Interview some folks in your target niche for ideas and language that you can use for your Intro Offer, Freebie and Nurture Sequence! Talk to at least 3 people, ideally a few more.
Homework
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