💯Here’s one of my top tips for getting more corporate prospects to speak with you about your 4 or 5 figure mindset or wellness coaching offer:
>>Explain what you do in a tangible way so that they do not have to mentally connect the dots between what they want and what you offer<<
Common mistakes people make when pitching their offer
The issue is that a lot of coaches and consultants present the benefits and outcomes of their work in fairly abstract terms. 🤷‍♀️
- They say things like:“I help you effectively harness your people’s agenda as part of an integrated business strategy”. Or,
- “As an organizational culture consulting expert, I help clients ensure that their purpose, strategy and culture are closely interconnected”.
🤷‍♀️What does that even mean? 🤷‍♀️
And even when it’s a bit lighter on the buzzwords, it’s all still very abstract:
- “We support company employees mental health challenges”. Or,
- “I guide your leaders to create high-performance teams by engaging their people”
So what’s wrong with making these mistakes?
The problem with statements like this is that they are asking your prospect to do a lot of mental lifting before they even become interested in what you offer.
Think about it:
Senior people in organizations are not lying awake at night thinking in their head “oh my, how can we solve our people’s mental health challenges?”.
Or “We really need to become more productive”
Instead, they are saying to themselves:
“XYZ told me another person has gone off sick because of stress, this is the Xth person this year. We really need to do something about this.”
Or they might be frustrated, thinking: “We’re going to miss yet another customer deadline. The ops team is not getting the work done and they don’t even care!”.
Those are the type of real thoughts and words they are using! 🎯
But when you use abstract terms, it means they have to take a challenge they are noticing (maybe seeing it happen daily) -> analyze what’s causing it -> translate their analysis into abstract language.
And you have to hope that their analysis and terminology match the words you are using in your message so that they are interested and talk to you. 🧩
So you can see how the abstract language actually makes it harder for your client and things can go wrong in the process?
An example of how being abstract can backfire
As a result, your client might come to a different conclusion in their analysis.
Let’s say you are a mindset coach who helps leaders engage their people to improve performance and you are approaching clients whose teams keep missing important deadlines.
They will try to work out why that is happening and in their analysis, your prospect might conclude that maybe their people are not engaged (this is the conclusion you want them to come to).
But they could also assume that maybe they don’t have the right people. Or that they should offshore the work. Or that they need to restructure their teams.
In those cases, your offer makes no sense to them!
Plus, there is the issue that when prospects see those abstract terms, they often feel that those don’t really describe their issue. Or that they are old, overused cliches that cannot solve their problem.
(that is the reason for the constant invention of new buzz words by consultants! E.g. no big firms use the term “out of the box thinking” anymore – it’s now all “ideating” instead!)
What you should do instead
What I suggest is that you shortcut the process and use concrete, tangible terms and examples in your messaging.
You can still use straplines such as “creating high-performing teams” but then give a few simple examples of what that means.
For instance, (still using the example of the mindset coach):
“I help leaders create high-performing teams that meet their monthly deadlines – every month. I do that by guiding leaders to create a working environment where people genuinely enjoy their work (some call this engagement) which has been proven to increase individual and team productivity by up to 25%”.
What I can offer you
Getting to a stage where you can create messages that make the outcome and benefits of your work tangible and concrete for clients is what I call developing the “fluency” of your business language and it is one of the things I help my paying clients in my 12-week 1:1 program.
I also help you determine which niche is best for you to get started straight away, guide you on how to find clients and leverage your network without ever worrying about being sales-y or desperate so that your diary is always filled with exciting prospects.
I hold your hand to develop the details of your corporate offer and how to determine the best price to charge so that you get a fast yes.
We cover how to do simple but effective sales conversations and create proposals that convert at approximately 80% of the time.
Following my program you should be able to generate 2-3 conversations with prospects per week, typically starting in email/LinkedIn messenger, then moving to discovery calls and close 1-2 new clients per month @$5k-$15k while delivering repeat work at $8k-$25k+.
The investment for this is a respectable high 4 figure (but small compared to earning $100k+ from just 5-8 corporate clients) which will go up towards the end of the year.
If you are interested in the program, send me a DM and I will ask you a few simple questions over messenger to check that there is a good fit for you to get results.
