BBC 010 : How to Sell Business Coaching in 5 Simple Steps - No Hard Sell

It has finally arrived! In session seven and eight of the Better Business Coach Podcast I unveiled the Business Needs Analysis, or what I’m sure you now see as the document that unfreezes your prospects to the fact they MUST address their problems NOW!

So what do you do next? Do you just say, “Okay, pull out your check book?”

Surprisingly, if you utilize the Business Needs Analysis well and you have mastered the power of active listening (covered in session 9), that might actually work. However, this session is dedicated to showing you how to transition smoothly and seamlessly into a paid coaching client, without feeling like a salesperson. In fact, I point out that behaving like a salesperson at this point will be detrimental.

Episode outline:

The 5 key steps to turn a Business Needs Analysis into a sale:

1. Summarizing your findings for the business owner:

On completion of the Business Needs Analysis with the client, if you listened to them well, you should by now know exactly what they need help with. The next step is as simple as telling them, while also mentioning that you will work with them for three or five hours to address it and then move to a more formal coaching arrangement. Below are three such examples:

• “From this analysis I can see that you are not sure where to take the business. My normal practice is to set up a 3 hour intake session where I take you on a journey to develop your great vision and strategy for the business. After that, we will look at setting up regular coaching sessions so that you can achieve your vision.”
• “From this analysis I can see that you are having difficulty growing your business. My normal practice is to set up a 5 hour intake session where I take you on a journey to develop a great vision and strategy for the business. After that, we will look at setting up regular coaching sessions to help you create great systems that will empower your staff.”
• “From this analysis I can see that you are not as profitable as you would like to be. My normal practice is to set up a 5 hour intake session where I take you on a journey to work out where the business is going, and then look at strategies so that you can be more profitable. After that, we will look at setting up regular coaching sessions so that you can create a successful and profitable business.”

Ensure that whatever you say is tailored to their specific need and that you don’t just copy one of the above.

The reason why this simple paragraph works so well is it tells them they need help and offers a simple way of trialing the solution you are putting in front of them.

1. Broaching price:

Don’t fall into the trap of mentioning price until this point. I know it is hard to hold back, especially if the client asks. However, if you mention price before this point the client will not be considering the benefits of what you can offer, only that the price is high.

1. Testing interest:

Asking for a sale is like walking up to someone and asking them out on a date. Luckily, it doesn’t need to be that uncomfortable. Start by asking a safe question like, “Would you prefer a morning or afternoon session?”

1. Transitioning to paperwork:

Don’t make the mistake of asking the client if he wants to move forward. Simply ask them something innocuous like, “Do you have an ABN/EIN?” which is something all business owners have. Then when they reply, “Yes,” simply say, “Great! Can you go and get that?” Then just watch them get up and get it.

While they are gone, pull out your contract and start writing. This is known as the assumptive close, described in much more detail in my video “5 Pillars To Six Or Seven Figures – The Sales Process Demystified.”

1. Get that paperwork signed:

Never ask a prospect to “sign a contract,” simply run through the contract details and then say, “Just put a squiggle there.” This is much less scary and will provide you much more success.

Keep me in the loop:

I’d love to hear what changes this has had on your closure rates w...