When coaching clients are told that a coach will help them land five to ten new clients a month, there’s often a concern that they will be advised by the coach to invest in ads or build out a webinar. These are some of the most commonly used sales techniques that coaches advise. And while they may be effective at times, they also require a financial investment, which is unnecessary when there is a more effective method of selling available.
At Impact School, I teach my students how to make a high impact offer and to sell it using a technique that I call “permission-based relationship marketing.” The combination of these two strategies helps students to have confidence in what they’re selling, shorten their sales cycles, and get more clients more quickly. These are also strategies that I use myself, and I teach them because they work for me.
An Impact Offer and Triangle
First, each student is taught to create an impact offer, which you can, too. This is, true to its name, an offer facing clients that is made for ultimate impact, which is also its selling point. I teach that the impact offer has three main components: coaching, consulting, and an online course. The course is thought of as the “route” to keep guidance and direction for the clients. After this has been established, there is also what I call the “Impact Triangle,” which you can think of as your north star within your route from ideating a business concept to scaling it. This triangle features one main purpose (why do you want the clients to buy? What is your call to action?) and two checkpoints.
The two checkpoints ensure that you’re hitting KPI’s in your business performance before you can move onto the next phase of business development. This first checkpoint is the validation phase. Does the client want what you’re selling? How are they responding? What are their objections?
After an idea has been validated, the selling can begin, and can begin to scale, too. Once a student has been scaling consistently for a certain amount of time to hit that second checkpoint, they can add another offer to their business.
The Sales Techniques That Makes Scaling Possible
Neither of these checkpoints can be reached unless the student learns how to market and sell effectively. It doesn’t come down to sales or a ‘freebie’ like a downloadable ebook (in fact, an ebook will seldom convert into a high ticket purchase, as a rule of thumb.) Rather, it’s through a method called Permission-Based Relationship Marketing.
There are two key words within the name. The first is permission, because this form of marketing is done through casual messaging conversations in which you seek permission to move to each phase of the sales cycle. This is different from the cold calls or paid ads you may be accustomed to, and instead is an organic way to qualify leads and nurture a relationship with them — which is why “relationship” is the other key word within the name.
People make purchasing decisions based 90 percent on emotion, and the best way to appeal to someone’s emotions is to create a relationship based in trust. When you approach a prospect via messaging and casually see if what you’re selling is a fit for them or could help them, trust is established. This is a stark contrast from the salespeople they’re accustomed to: pushy and aggressive. Rather, think of these messaging conversations as exploratory.
Scaling Permission Based Relationship Marketing
Utilizing permission based relationship marketing is so effective for generating more monthly clients not only because of the nature of the technique itself, but because of how it can be scaled. Rather than wasting time on phone calls with leads that haven’t been qualified, there are key checkpoints in every conversation in which you will know if you have permission to proceed to the next phase of the sale cycle. And since this is done through messaging, it is totally possible to have multiple conversations ongoing at once through your direct messages.
This can also be scaled through outsourcing. Once you have established your brand tone and voice, you can hire team members to handle the messaging conversations for you, or to expand your bandwidth. As you scale consistently over time, you will be able to hit one corner of the Impact Triangle: the checkpoint in which you can add another offer.
This method of scaling has had incredible results for many of my students, without a dime spent on ads or building a freebie like a webinar or ebook. To learn more about the process, visit impact-school.com/method.