The main reason that people hire me as a business coach is because their business isn’t making the money they want. Period.
As a coach, I know this struggle well - I sell a service (and I also have a second business where I sell a product, so I’ve done both).
Here’s how it goes: A new client recently captured it PERFECTLY. She said ‘Sara, I KNOW what I have is worth while, but the people aren’t coming. People tell me it’s a great idea, that people really need what I’m doing, that I’m amazing - and yet no one pays me. People are happy to take what I create for free and use it, but no one is actually BUYING.
Today we’re going to tackle this… what I’ve learned as a coach is that when people aren’t buying there are only really a handful of reasons, and they’re easy to take action to address.
I’m going to lay out the three most common reasons I see with my clients that people aren’t buying from them, and then we’re going to talk about the change you can make right now for each one.
Welcome, welcome, welcome to Episode 43, we got a lot to do today, I'm gonna jump right in. So today, we're gonna talk about why people aren't buying from you. And three changes you can make right now, to change that, like you would rather have people buying from you than not buying from you. The main reason that people hire me as a business coach is because their business isn't making the money they want, period. They come to me in lots of different costumes of that. But ultimately, it's about making money as a business owner. And as a coach, I know this struggle, well actually self service as a coach. But I also have a product based business I've had for a long time, I've sold products, I've done both, I understand the struggle to make money. I've been a business owner since 2016. So I've lived this. And here's how this sounds a new client actually captured this perfectly recently. And I wrote it down. I like actually transcribed it for myself. She said, Sara, I know what I have is worthwhile. But the people are not coming. People tell me I have a great idea when I talk to them about it. People tell me they need what I'm doing. And they tell me that I'm amazing. And no one pays me. She also said, you know, people are happy to take what I create for free and use it but no one is actually buying. Sound familiar? Something I've heard from quite a few people, it's something I have thought myself. So today we're going to tackle this. What I've learned as a coach is that when people aren't playing, they're only really a handful of reasons. And they're pretty easy to address. In most cases, I'm going to lay out the three most common reasons I see with my clients that people aren't buying from them. And then we're going to talk about the change you can make right now for each one. These three things are 100% things, I've navigated myself as a business owner, there are 100% things that my clients are working through right now with me one on one, and they're simple to fix. But they're not necessarily easy because you know, there's a difference between simple and easy. This is why coaching makes such a difference. Because the other thing that happens with these particular three problems is it's fairly easy to make yourself more problems as you address them. And my job as a coach in one on one with my clients is to say, I've already done this, I see the mistake, you're getting ready to make the problem you're getting ready to create let's not do it like that. It's I've already seen it for myself, I've seen it time and time again, in other businesses. Let me help you solve this problem without creating more problems. And let's just get to the part where we make money. Like we make the path shorter and smoother. So the first reason let's get into it. The first Pure Reason people are not buying from you right now is because they cannot buy confidently what you are not selling confidently. If you're not sure they can't be sure. So let that settle for a second. You have to be 100% sold on what you're selling them. That's how this works. Think about it this way. This is the story I came up with that I was like, Oh, this smart. My husband gets lost in a paper bag used trouble with directions like terrible. Thank you, God for Google Maps, because honestly, when we first moved to the area we live in now 11 years ago, that was not something everybody had in their pocket. And he sometimes it took him a half hour to get home from work. Sometimes it took him an hour and a half. And so early in our marriage, I have a really good sense of direction. In early in our marriage when he'd be driving and I would be navigating he would say what do I do next? And I say I think we go this way and he would freak out. Because my uncertainty my like literal words, I think made him 100 times more uncertain. My uncertainty made his uncertainty 100% worse. And so what I learned over the years was this. He'll say to me, what do I do next? I'll say turn left here with certainty like, absolutely. This is what we do next, even if I'm not sure. And I'm not lying to him. Somebody one day was like, Oh, you're just lying to him. I was like, No, I'm not lying to him because I am certain about this. I will find the way to get there. I know I'm going to figure out how to get there. It might be a couple wrong turns. He's never going to know the difference. He doesn't need to know every turn we make and that I question to turn one way or the other. He just needs to know we're going to get there period. He needs my certainty to feed his certainty. This is the same in coaching and selling. When you tell yourself that you can't be sure that each individual person is going to get exactly what they need. From what you're selling what you're, what they're buying from you, if you're tutoring, if you're coaching, if you're selling a tool, if you're selling clothes, jewelry, whatever, it doesn't matter. This is the case. So if you're like, Huh, I don't know, if I'm going to be able to fix it for that person, have this person get exactly that result. And you're using your uncertainty that way it's carrying out into the world, you can't sell what you aren't sure about. So the first change you can make right here right now is crazy simple. It is knowing the same truth that I know when I give my husband directions. Here it is, right? You may not know the exact right way to help to share to serve right out of the gate. But you surely are going to figure it out. Think about it in a teaching context. You had a student in front of you where you thought to yourself, like holy cow. What am I going to do with this? Like, this is not the problem, I expected, this problem is new to me. I don't know how to help them. I'm not sure how we overcome this, what do I do? And then your teacher brain turned on and you went like, I'll figure this out? Let me go ask some questions. Let me go get some resources. Let me go do some research, we're going to find our way through this and you did. This is the same in your business. Focus on the certainty that you know, you can figure it out no matter what, rather than individual situations, whether the turn you're taking is right. If the directions are perfect, all of that, just focus on I may not know exactly how it's going to work. But I'm no it's going to figure on I know, I'm going to figure it out. And it's going to be amazing period. Let that be your certainty. You can root your certainty in your ability to problem solve and your ability to think in your experience and your ability to research all of that all the things you're really good at, rather than in their individual situation. root, your certainty, you have to sell from there, this has to be something you believe you can do for them before they believe they can, you can do it for them. That's got to come first. Okay. The second reason people aren't buying for you is they are not clear on the end result for them. If they can't see the vision of what they gain from paying you money, they're not going to pay you money. That's it. Here's the thing. Here's where this goes wrong. We all live in our own heads. And as the person doing the selling, you live in your own brain, you think well, but they get X, they get this resource, they get this tool, they know how to do this skill. If they have clear marketing copy, if the kid knows how to solve equations, if you have closed or that you like, whatever, that's what you're telling them they're going to get. But that is not the end result. Okay, it's not the end result is what changes in their lives, because they have whatever you give teach to, for example, people come to me as a business coach with panic and overwhelm. They come to me with there isn't enough time in the day to do the 600 things on their list. I teach them to focus, to prioritize to let go. But that is not the end result. That's not what I'm selling them. The end result for them is that they have more time to spend with their families. They get to go on vacation. That's not dictated by the school calendar. And that's not overrun by guilt. They're not working at night on their vacation. I have a client a couple weeks ago that bad got married, she got to get married, free and clear of all her work. She got to turn off her business, get married, enjoy all of that, and turn it back on when she got back and she's never had more work. She's never had more money in her business. But she now gets to turn it on and off as she wants. My people The end result is getting to sleep at a normal hour, not waking up 16 times thinking about all their to dues. My people get to have the truly flexible schedule they've always wanted. Like they get to go out and have lunch with their friends if they want lunch when they want start when they want work when we want and then they also get to work less hours and make more money, less time at their desk, more money in their bank. That is an end result. Me teaching them to prioritize is not an end result. The end result is what they get when they everything is prioritized. So the action to take for you today is to make what I think of as a pain game chart. This is a two column chart. It's actually something I taught in my facebook group teachers in business last week. And it's a chart I shared. So if you want to see what the actual chart looks like, if you want the details of how to make it, go into my facebook group and to teachers in business join if you need to, and find it, it's from like September 20, to 23, something like that. It's a two column chart, and in one column on the left hand side, you write on the top pains. So for me, and then you put the pain in the chart for me, for my clients, it would be overwhelmed, it would be no time, it would be working 80 hours a week and getting nowhere. Okay. And on the other side, and the other column you write gain. At no point are you writing down a skill, a tool, a thing you do, this chart is not about you. In the game chart, you write down what they gain from getting what working with you the result. So as a result of working with me, they get control over their time, they get a to do list they can actually accomplish and feel proud of at the end of the day, having accomplished they get more money in the bank, spending less hours at their desk. That's it. Here's the thing about this chart, keep it crazy simple, as few words as possible. When you find yourself writing three sentences about either a pain or again, stop, start over, simplify, simplify, simplify. And if you want more details about this chart, go into my facebook group, it's there. Here's the third thing. The third reason people are not buying from you is that they think the reason they are saying no is a fact rather than an opinion. When in reality, the story they're telling themselves today, it's just a story and it can change. Hold on. I know you're like What the What did she just say? The reason people are not buying is they think the reason they're saying no is a fact, rather than just an opinion. Let me give you an example. The main reason people say no to coaching is money. They say I don't have the money. Now I don't have the money yet. I can't afford it. I had somebody in my Facebook Messenger over the weekend, yell at me and say how dare I sell to teachers? Because they're the least paid people and no one can afford what I do. I have clients, so that's not true. But the reason they are saying no is the same freaking reason they should say yes. It's not that they don't have the money. Honestly, I'm a believer that it's never actually money. That's the objection. Like, it's not that they don't have the money, it's that they're choosing not to look at their options for money. They're choosing not to think that they have options for money. They're choosing not to use their credit card or they're choosing to spend on something else. What they're saying is no, I'm not going to prioritize this. Not No, I don't have the money. It's about priorities, not money. My job is a coach is to remind people that saying no to spending money, and saying no to investing them themselves is also the reason they're not making money. not spending money means you don't make progress, which in turn means you don't get out of your own way. Which means that the problem you have right now is the same problem you'll have a year from now. It is the reason that they're the alternative is spend the money now, in a year from now be making way more money than you spent than you are right now. Then all the things like this is the thing like you have to understand it's not a it's the money. It's the investment. It's the time it's the service you're getting. Like right now I have three clients. And we just did end of August numbers a couple of weeks ago. I have three clients right now who spent money with me starting at the start of the year, one of them started last year. All of them, three of them have already hit their 2021 goals for the end of third quarter and their goals were not small. Like one of them. Her goal for the year was $100,000. Another her goal was $80,000. They're up on my board. That's why I'm looking in a third her goal is $400,000. Like they are making no money. They are making the money sooner than expected. Because they spent money on coaching. Like this is the case I have to make to people that spending the money will make them money. And the longer they wait the more money they don't make. Like that's just it. So the action you can take right now is to first think about the common reasons people say no to you and what you do. It might be money and my The time it might be their husband says no or their wife. It could be they're not sure they need it. It feels like a want rather than it need whatever. Make that list. And then think through two things a, and this is an important one, don't skip this one. Do you believe their reason? Because if you do, then you're not going to be able to overcome it as an objection, objection. So if you believe what you're selling is a want rather than a need. When somebody says that to you, they're not going to end up paying you, if you believe they can't afford it, they're not going to be able to afford it. If you believe they can't, they don't have enough time in their day to do what you're asking them to do. They're not going to have time. If you believe their objection, it remains an objection. So think about what you believe first. And then the second part, why is the reason they're saying no the exact reason they should say yes. What do you need to say and share with them that will help them see their current story is just a freaking story and not serving them at all? So if you believed that it's not about affordability, what would you say? If you believed that this thing that they think is a want rather than me, it really is a need that will change their life? What do you say? What do you believe? How do you shift your thinking, so that you can enable them to shift there's because you have to shift first. That's the key to this. Cool. All right. That was a very full podcast today. So happy that you can listen to it more than once. Remember, it's still here. Remember that if people aren't buying from you, what you had here today are three actions you can take right now to help people shift from not buying to buying. And I'm going to give you a fourth a bonus action. This bonus action you really should take is to sign up with a free call for a free call with me. If people aren't buying from you. I know why. come spend an hour for me, and let's talk about it. In way less than an hour, we're going to figure out what's going wrong, why people aren't buying in, we'll talk about the next steps you can take to actually make money you want people to buy from you, whatever it is you do. Let's actually make money doing it. If it turns out that coaching together is the right fit. Fabulous, let's do that. And if not, that's okay, too. You will walk away knowing for sure what's going wrong, what problem it is that's in your way right now, why they are not buying in at least the first few steps you can take immediately to shift from not making money to making money. You need this call. That is the action to take. And yes, I get it. You know some of us have this thought that it's the struggle is more uncomfortable. The struggle is more comfortable than the change. We all do this. It is more comfortable to do the thing to keep struggling than it is to take action. This action is booking a call is safe, I promise. But it's going to take a little tiny bit of discomfort for you to actually book it. So go do that head to my website, torpeycoaching.com pick a time let's talk about your business. Let's make some money friends because you deserve it. The people you serve deserve it. That's it. That's all for this week. I'll see you next week in Episode 44