Sylvia's Question
Hi MiMi,
thanks so much for taking my question. I've been doing a combination of life and health coaching for about 5 years now and two years ago, I upped my rates so that I could work with a higher level of clients. I work with both men and women and my clients get great results. But ever since increasing my prices, it feels like my marketing is not working anymore. The things that worked when I was selling $5K offers don't seem to be working for my $10K and $15K offers. What am I doing wrong with my marketing?
Once I get past the marketing and attract my clients, I'm able to sell without a lot of problems. But I feel like if I get my marketing right, then sales would be so much more natural and easier for me. Any words of wisdom for me?
Thanks, Sylvie.
MiMi's Answer
Hi Sylvie, thanks for reaching out for some wisdom. I appreciate your question and I'll share what may be going on without having seen what's going on behind the scenes of your business.
Let's see.
What I've noticed over the last 7 years is, for many women coaches raising the investment to work with them puts a blinder on marketing. When you increase the investment of your offers, the quality of the messaging, marketing and sales have to go up, and not stay the same. If not, you'll still be speaking to your former clients, while wondering why the higher-level clients you're expecting haven't shown up.
Without knowing more about your business, I'm going to share 3 marketing mistakes to avoid so that you start attracting your best high-end coaching clients and make natural high-ticket sales a safe and clear path for your clients to make their YES or NO decision from a powerful place.
3 Mistakes to Avoid When Marketing and Selling High-Ticket Coaching Offers.
Bloated Messaging.
The key to attracting the exact match of high-end coaching clients you want to co-create with is to put a skinny belt around your messaging. Natural high-ticket sales work better with lean and tight messaging that speaks directly to the heart of the desires, problems, challenges or opportunities that you support your life and health coaching clients with.
I'm curious about your current messaging and content. Does it allow your life and health coaching clients to see you as someone who is an authority in the results they want? And no, I don't mean focus on testimonials. That's not always helpful.
When they read your email or Facebook post or watch an Instagram Live, they need to see your offer as the answer, the obvious solution.
Are you talking about what every other basic health coach is talking about -eating well, drinking more water, moving for half an hour a day? Your high-end coaching clients have already done that and many of them have invested in other higher-level support like a personal trainer or fitness coach. What is it about your coaching offer that stands out from everything else they've seen, heard and already done (that hasn't worked)?
I invite you to share more content that creates transformational insight and supports your higher-level clients to see the problem, challenge, desire or opportunity in a different way. One that creates a clear path to a YES because they can see themselves in the results even before they get on the sales call with you.
This is sharing value, yes.
But also showing up in your expertise and speaking only to those clients who are ready to move now. Any other messaging is convincing and doesn't resonate with high-end coaching clients.
Bloated High-Ticket Coaching Offers.
Here's the thing. When women coaches tell me they've created high-ticket coaching offers, what I see behind the smokescreen is that they've thrown the kitchen sink into their current offer and then 2xed the price.
So, my question to you, Sylvie, is, do you have a true high-ticket coaching offer?
The leanest thing in your coaching business is your high-ticket coaching offer.
No bonuses. No extras. If your health or life coaching client needs the thing to co-create the most exponential level of the result, then the thing should be an extra or a bonus, it must be part of the offer. Anything that you just think would be nice to have in your offer makes your offer a nice to have and not a must-have.
So, when you market a bloated offer with nice to have elements, you confuse and repel high-end coaching clients who are looking for something leaner that shows them exactly what they'll get.
I invite you to look at your offer and see where you can remove any bloating. When you remove the bloating, raise the investment to work with you so that your high-end coaching clients recognize that it's for them.
Clients who are willing to afford high-ticket coaching offers expect to find $50K or at a minimum $25K offers. They won't hear your messaging; they'll skip over your Facebook posts because it's not speaking to them at the level of the investment that they believe it's worth.
Bloated Pricing.
Bloated pricing is what happens when we're stuck in low-ticket mode and then price our coaching offers for the wrong relationship. There are two main pricing traits I've noticed in the coaching industry, especially when it comes to selling high-ticket coaching offers naturally.
For a heart-centered coach like you who is doing transformational work with her clients, I invite to look at your coaching business to notice whether it's a relationship-based business where you focus on building great relationships with potential and current clients, and support them to deeply seen, held and understood. Or a transactional relationship where clients come in a for short stints, you fix a pain or problem, and they leave.
Bloated pricing is transactional-based and that creates big issues for marketing because the only clients it attracts are those who are NOT willing to afford your high-ticket coaching offers. If your messaging is very good, it will definitely attract folks in, but those are the clients who show up to the sales conversations with several objections lined up and unanswered questions about why your offers are too expensive.
Again, I haven't seen the back end of your business, but if you haven't. It's time to beat the bloat and focus more on relationships and the quality of those relationships. Relationship-based pricing for longer-term, 100% commitment, higher level offers attract higher-end coaching clients who are willing to afford the investment to work with you.
Once you shift these 3 things in your business, you'll attract more of your best-fit high-end coaching clients. Let me know how this lands for you.
MiMi
If you have any questions related to your coaching business, especially related to hight ticket coaching sales and offers, contact MiMi Dabo.
