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.

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?

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Are you prepared for the post-pandemic changes affecting your business?

Are you prepared for the post-pandemic changes affecting your business?

I don’t know about you, but I started 2020 with big plans for my life and business. Of course, we all know what happened next.

While it is tempting to look at the last sixteen months as a period of limbo, the pandemic has allowed us to pause to take stock of what is working, what could be better, and what is no longer serving us.

As a result, re-evaluation and revolution have taken place in politics, social justice, business, and more.

This period of change is an inflection point for business owners, whether they are directly feeling the effects right now or not. Buyers’ needs are shifting. The way we do business is evolving at breakneck speed. What worked yesterday won’t work tomorrow.

Look no further than an online search for “pandemic business inflection point” to see how much this is a present concern for business owners.

While decisions made during inflection points can make or break a business, it’s also a time of immense opportunity.

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How to gain clarity to find the best roadmap for your business

How to gain clarity to find the best roadmap for your business

How can you tell which things you should focus your limited time, money, and energy on to get the best results in your business?

With so many things pulling at your attention, it can be challenging as a business owner to know what should get your attention now and what can wait.

It’s easy to end up operating in a reactionary mode that stretches you thin The fog of working in your business day to day clouds the path ahead.

So, how do you clear the fog and gain clarity about the best roadmap for your business?

When I was five years old, I went on a hike with my grandpa that led to a large, white letter Y painted on the side of the mountain (a reference to the name of a local school).

What should have been a two-hour round-trip hike turned into a four-hour trek in the hot sun?

We’d been so focused on the ground in front of us that we strayed from the main path.

For a couple of hours, we traversed ravines, followed deer paths, and hoped we were headed in the right direction.

After a good deal of wandering, we finally emerged into a clearing strewn with white painted rocks. We had finally arrived.

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Wherever you're in your career and business, I invite you to remember Steve Jobs' quote. Remember, you are in the process of discovering the dots as you go.

Steve Jobs said this made all the difference to his success

In life and business, we often want to control things. We want to be sure about which path to take and where it will lead. We want to see the dots and know how to connect them.

As a college student, I studied engineering. I loved learning a formula, solving for the variables, and getting a correct answer.

As an entrepreneur, I’ve had to (and continue to) unlearn that approach. There are too many variables, most of them out of control. Scary, I know. It makes it impossible to look ahead and find the “right” solution.

Take a look at this great quote from Steve Jobs’ famous commencement speech from 2005.

“You can’t connect the dots looking forward; you can only connect them looking backward. So you have to trust that the dots will somehow connect in your future. You have to trust in something — your gut, destiny, life, karma, whatever. This approach has never let me down, and it has made all the difference in my life.”

Back in 2003, I quit my one-and-only post-college employment after only three years as an engineer. I jumped into real estate investing because I’d read Rich Dad, Poor Dad.

I didn’t know it yet, but this was the first “dot” of many that I would manage to connect in the coming years.

Participating in the real estate investing community led me to consult real estate investors about marketing. (I’d gained marketing chops—as well as would-be mutton chops—over several years of promoting my band, Desmo.)

Eventually, consulting lead to the idea to run a one-day seminar about marketing for real estate investors. I booked a room at the local community college and filled it with 25 people grossing $8000.

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