Here's why not enough people are buying from you

Here’s why not enough people are buying from you

There’s a critical piece of the puzzle that we often miss when promoting courses and programs.

It goes beyond helping our intended customers believe that we have a solution that works.

There’s one more level of trust that you must establish before they will invest time, money, and energy in your course.

It’s a simple matter of self-efficacy. In other words…

Does the prospective customer believe they are capable of achieving their desired outcome? Further, do they believe they are worthy of that outcome?

Let’s look at an example.

I have a client in the self-compassion and mindfulness space. A bit of empathy for the intended customer reveals they likely harbor a good deal of anxiety or shame.

Their journey has been a rollercoaster. They’ve tried other mindfulness practices and paths to increased self-acceptance. However, things haven’t always turned out as they hoped. They’ve probably “failed.” They’ve probably put off finding a solution, further increasing their sense of shame.

They’ve internalized a belief that something might be wrong with them, that they are somehow not able to “make mindfulness work for me.”

We could write the world’s best copy leading them to believe that my client and their course are credible and deliver results.

But if the prospective customer still believes they are not capable of reaching the results (or not worthy of them), they won’t move forward and invest.

I think of my own experience over the years investing in solutions to help with my anxiety. During those periods that I feel empowered, I readily invest in courses, books, products, and services.

When I’m feeling especially stuck, it’s harder for me to invest. I spend much longer thinking about it, often leading to inaction (even though that’s the time I need it most).

This phenomenon of waning self-efficacy occurs in every industry and niche, both B2C and B2B. Sometimes it hides behind the surface excuse that the customer “just doesn’t feel ready yet.

The solution is to include what I call Self-Efficacy Bumps into your customer journey.

Psychologist Albert Bandura tells us that three things increase self-efficacy: experience, modeling, and social persuasion. Here’s how to put these into action through your sales messaging.

Experience: Help them get a small win before asking them to buy.

Modeling: Share stories of others “just like them” who succeeded.

Social Persuasion: As an expert, express that you believe they are capable and deserving of reaching the results.

You can offer these Self-Efficacy Bumps anywhere along the customer journey, during any interaction the intended customer has with your brand (e.g., in an email, during a webinar, on a sales call).

When you use all three techniques, your intended customer will be more inclined to move forward.

Not only is this approach more effective, but it’s also more empowering for and empathetic towards your customer.

Think about how this has occurred both in your experience as a consumer as well as a business.

Think of one way to incorporate each of the three types of Self-Efficacy bumps into your customer journey.

How to Balance Strategy and Intuition

How to Balance Strategy and Intuition with Christine Kane

In this episode, I interview the business coach and CEO of Uplevel You, Christine Kane. Christine has created a process for growing your business with a balance of strategy and soul (or intuition).

I was excited to record this interview with Christine given that, like me, she was a musician turned entrepreneur. She was a songwriter and performer for 15 years before starting her coaching business. As a musician, she sold over 100,000 copies of her seven CDs and shared the stage with luminaries such as John Mayer, Nanci Griffith, and Shawn Colvin.

Her coaching business, Uplevel You, emerged organically when people started asking how she’d built her successful music career.

She is the author of The Complete Guide to Vision Boards and her most recent book, The Soul-Sourced Entrepreneur: An Unconventional Success Plan for the Highly Creative, Secretly Sensitive, and Wildly Ambitious.

To use her words, The Soul-Sourced Entrepreneur shows you how to have success when your strength is more about sensitivity than swagger and you’re more moved by meaning than manipulation.

In This Episode

  • How to balance strategy and soul in your business
  • The Kolbe A assessment and why it’s a great tool for hiring and understanding your clients better
  • Christine’s framework for making intuitive decisions in your business

Mentioned in This Episode

 

The Impact Episode 14: New Clients and Income Using Hot Seats with Hillary Weiss

New Clients and Income Using Hot Seats with Hillary Weiss

I’m sure you’ve participated in a hot seat before. You might have even facilitated hot seats. But I’m willing to bet you haven’t thought of some of the ways Hillary Weiss uses them in her business to attract clients and generate content.

After Hillary shared her approach with me, I put it into action right away. The results? Two new retainer clients signed up to work with me.

I used to think of hot seats as just a tool that you use in group coaching and mastermind settings. Now I look at them as a key part of my business development process.

In this episode, Hillary and I talk about how you can use hot seats to expand your network, land new clients, launch a new stream of income, and more.

In This Episode

  • How I used hot seats to land two new retainer clients
  • How to stack the ROI with strategies like hot seats
  • How you can get started right away leveraging hot seats to grow your business

Mentioned in This Episode

The Impact Episode 13: Trust Yourself with Melody Wilding

Trust Yourself with Melody Wilding

You know those times when you read a book and it feels like every word was written for you? That’s the feeling I got reading Trust Yourself by Melody Wilding.

Melody’s book is a guide for those of us who are highly ambitious but who sometimes struggle with things like perfectionism, impostor syndrome, emotional triggers, and feeling not good enough. There are many things I love about Melody’s book, but at the top is the fact that it is packed with practical skills based on psychology and neuroscience.

The book is written for the Sensitive Striver (about 20% of the population) but is invaluable for anyone who sometimes gets hampered down by overthinking, emotions, and feeling like they are not enough. She lays out numerous frameworks and skills to help you break free from these things and instead tap into the many strengths that Sensitive Strivers have available to them.

This is one of the most impactful books I have read in the past year. I’m thrilled to have Melody on the show to talk about these groundbreaking ideas.

In This Episode

  • How Melody found the signature idea that became her first book
  • How to keep overthinking from holding you back
  • Why sensitivity is a superpower and how to use it to succeed in your business

Mentioned in This Episode

 

Let's take a closer look at each of these four outcomes; pay attention to whether any feel familiar with your situation right now.

Here’s the path to new growth in your business

What is the difference between businesses that enjoy significant new growth and those that flatline or fizzle out despite their best efforts?

I’ll answer that question in today’s email. If you’re feeling stuck and uncertain about how to grow your business, then what I have to share is for you.

In my previous post, I shared how businesses are going through a critical inflection point brought on by uncertain shifts taking place as we begin to emerge from the pandemic.

After an inflection point, a business will follow one of four paths.

1. Blow Up Your Business
2. Slowly Lose Ground
3. Burn Out
4. Unlock New Growth

Which path does it feel like you are on right now?

Read more