Can you relate to this?
You’ve spent countless hours preparing your program launch. Everything is moving forward like clockwork and the last email is just about to go out. With the special offer you’ve included you’re expecting to generate some real interest and/or clients. Then it happens – the thing you’ve secretly been dreading.
No signups, and no sales.
If this has happened to you, you’re not alone.
I’m sure we all have our own version of a story about a program launch that didn’t get any (or many) signups. Or a time when a prospect replied ‘no thanks’ to your offer despite a presentation you’ve just delivered, and feedback you received.
While this may feel like a blow to the stomach, it’s important NOT to take this personally. Because doing so can lead to feelings of inadequacy and dread in launching another program and/or presenting your offer to another prospect.
Just because he/she has decided not to invest in your program, doesn’t mean you and/or your program are unworthy of being hired and/or invested in.
As I’ve always said: “Received a ‘no’ to your offer? Don’t take it personally. They may not be ready, yet. Be there when they are.”
Notice how I’ve bolded the words ‘be there when they are’? It’s bolded intentionally.
Here’s why… in my article ‘7 Exciting Sales Statistics that’ll Build Visibility and Influence the Sale for Coaches and Consultants’ I shared a study by RAIN Sales Training that found it takes 8 touchpoints with a prospective client before making a sale.
And, from previous interviews I’ve done on my podcast with various sales experts, they’ve all confirmed this can take twice as many (if not more) touchpoints in a declining marketplace, which is something as coaches and consultants we all need to be mindful of.
Are you regularly keeping in contact with your prospects? Do you have a keep-in-touch strategy in place that allows you to reach out to each of your prospects 8 times or more, if necessary?
Many coaches don’t. Either they’re not keeping in touch with their new prospects, or their keep-in-touch strategy comes across as being too pushy or annoying.
So, if you’re struggling to come up with ideas, here are 10 ways you can remain top of mind with your prospect that won’t seem too aggressive or frustrating so that you’re the first person they think of when they’re finally ready to move forward.
- Seen an article that would be of interest to your prospect? Send them a copy along with a friendly note that you’re thinking of them and believe this article may be helpful.
- Have you written an article recently that relates to something they are struggling with? Send them a copy (or link to your blog). This will not only keep you top of mind, but will also continue to confirm your expertise and credibility.
- Are you connected to this person through your social media connections and continuing to position yourself as an authority in your field through articles and posts?
The more your name shows up in conversations and the more your articles get shared and ‘Liked’ by your extended community, the more your expertise is confirmed as you show up on their social media feeds. - Has one of your clients recently completed your program and generated some amazing results and written an amazing testimonial?
Send a copy of this to your prospect and let them know that your goal would be to support them in achieving the same outcome (success) as your client when they are ready to move forward. Interview your client (using our ‘Case Study Interview Questions’) and create a powerful Case Study to showcase what’s possible for them when they decide to work with you.Here’s an example of a Case Study I did with my former client Kashmira Mod – A Success Story to Model. - Have you recently won an award? Drop your prospect a note stating that your commitment to delivering outstanding outcomes is paramount and confirmed through the recent award.
- Are you going to be speaking at a networking/business event? Sometimes organisers will give you some free tickets which you could then send to your prospect along with an invitation to join you.
If organisers don’t do this, why don’t you invest in a ticket (or two) for your prospect and invite them along as your special guest. They are going to benefit from the networking opportunities plus get the chance to hear you speak – thus allowing you to confirm your expertise and credibility in your field. - Keep an eye out to see what your prospect is doing in their business. Have they won an award? Written an article? Been mentioned by the press? Send them a card to congratulate them on their recent achievement.
- Have you been interviewed on a podcast/radio show and have shared some tips that you know your prospect will find helpful? Send them a link so they can listen/watch as this is a great way to provide value to your prospect while confirm you are an authority in your field.
- Have you just shared a valuable, thought-provoking post on Linkedin (or another social platform?) Not only is this a great way to get in front of your new contact, when you share it with him/her invite them to share their thoughts and add further insight into the conversation.
- Start a podcast. With the right strategy and tactic, not only will your podcast will provide an excellent way to continue building a relationship with your prospective client and nurture them along the customer journey, you’ll also be able to remain top-of-mind, positioning yourself as THE choice vs just A choice when they are ready to move forward.
- Start a regular newsletter as part of your long-term nurture strategy to continue adding value through the insights and expertise you share while enabling you to remain top-of-mind with your prospective customer. Remember, while they may not be ready to work with you yet, your newsletter will enable you to be there when they are!Here’s my newsletter – The Influence Bulletin, which I send out weekly. I love being able to continuing sharing valuable insights I’ve learned over the years with my community, I’m able to share recent podcasts and other events we have coming up, as well as how they can work with me.
Remember, your prospect may not be ready to invest in you yet. However, by ensuring you have a strategic keep-in-touch system in place, incorporating some of the above suggestions will ensure they think of YOU when they’re ready to move forward.
Was this helpful? Which are you going to take action on today to allow you to reach out and connect with a prospect? Have you used other ways to keep in touch that you can share with others? Let me know in the comment below.