Enrolling Clients Into Your Programs - Before You Even Say a Word
If you're a coach, author, speaker, or an entrepreneur with programs and products, part of your daily routine is to have conversations with potential clients and enroll them into your services. That thought alone has many of us shaking in our Uggs (substitute YOUR fav shoe!) looking for where we can hide 'cause someone is going to find out that we really can't SELL.
To make it all worse, you see other business owners do it and it looks so easy. They announce the program, give a deadline, and the next thing you hear about is all the calls/retreats/etc. that those program participants are enjoying. They have the "woo" gene and you don't.
Here's a peek behind the scenes. What you probably don't realize is enrollment starts way BEFORE you ever have a conversation with a client. It's not about convincing people to say yes on the spot. It's about building relationships first and getting to know your clients, and then sharing with them what you do and what you can do for them.
The enrollment process becomes natural and EASY when it's built on relationship, credibility and trust. How do you DO this? Let me give you some starting points:
1. Embrace Authentic Marketing in All You Do
Your marketing strategies are more than just a website or a blog. You want to give people a richer experience of YOU. You want to let people see YOUR TRUE BRILLIANCE - that unique magical mix of your strengths, quirky personality traits, in-depth experience and knowledge. I know you have always been told it's really all about the client. Well, it is, but first you have to be willing to show up authentically and elegantly embrace your expertise and gifts. In this new economy, people want to know who is behind the business, no matter what kind of business you have. They want that intimate glimpse and heartfelt connection right away. They want to feel like they know you, and that they like what you stand for. They want to feel a common interest so that there is something to build on.
2. Embrace that Marketing is FIRST about Building Relationships
After you establish the connection and someone gets on your Love List (your business list, Facebook, etc), your focus is to build the relationship. You will relax and have more fun with your marketing when it's about building relationships, instead of just selling. Everything... from your video, your podcast, a blog post, a Twitter tip...is about taking the relationship deeper. Build your credibility and expert status by helping them with free content, tips, creative freebies and initial low-cost product/program offers so they can experience what it's like to work with you, to be around you, to see the results for themselves of what happens as a result of their relationship with you. Then they wonder how they can get more...
3. Educate Your Tribe on Your Offerings
I've seen so many business owners create an amazing strategy consultation or VIP Day and after the initial launch, they keep it a secret. But you don't want to over-promote. Throughout your articles, postings, social media updates, newsletters, Teleclasses...everything you do you should weave in stories of your clients' successes from working with you in this program/product. Keep educating your tribe on HOW they can work with you by sharing the examples, stories, successes, and photos. You'll be amazed that people often don't know how they can first start working with you.
4. Set the Intention for the Easy
There are some definite strategies for how to set up a successful conversation that I'll share in another article, but what I will say here is that expect that when the client comes to the conversation about a program or product - it WILL be so much easier because you don't have to convince them to work with you. They are already confident about YOU. They've been in your tribe, heard your stories, and they know and understand how you work. The price or the details of the program won't be a surprise because they already have seen the success of it. This FREES YOU up to focus on your potential client. You get to focus on their needs, desires and wants and how you can best help them.
You can breathe easy now that you know how to do this. This new perspective in marketing takes the pressure off and gets better results!
Where do YOU need to step up your Pre-enrollment and relationship building?
If you would like to use this article in your newsletter or blog please feel free to do as long as you include our credit information: Written by Laura Howard West, Center for Joyful Business (www.joyfulbusiness.com). I would also appreciate it if you'd send us a copy for our media files.