Autumn Webinar – What are the 3 Growth Essentials that will get your Training / Coaching Business Moving in 2019 ??

How would you feel if you could find viable and workable solutions to your 3 biggest problems that are currently stopping you growing your training / coaching business?

Where would you reinvest that extra income that you generate in 2019? And, how would the quality of your life and work improve?

And, What extra value would you deliver to your corporate customers enabling them to experience an increase in their profits, performance and passion?

successful young woman winning with both arms up, copy space

New Webinar – Discover the 3 Growth Essentials that will get your Training / Coaching Business Moving in 2019. Tuesday, 16th October 2018 | 6PM, London time | 7PM, Paris time.

https://attendee.gotowebinar.com/register/5002826678569069827

  1. ACTIVITY – This interactive webinar will point out which actions used to work and work no longer. Imagine the time you will save as you divert energy, enthusiasm and your time to modern and high-impact marketing actions that convert strangers to contacts, acquaintances to advocates and LinkedIn connections to paying customers. With the right moves you will interrupt busy professionals to take notice of your authentic message. You will engage with them by speaking THEIR language. You will build a channel to educate them from a place of expertise and you will create a desire in them to access more of YOU.

The measure of your success is simple – when you get your process, branding and communication right, they will “Do as you say and pay as you ask.”

2. ORGANISATION Just because it is simple does not mean than people do it, do it correctly or do it consistently.

From a base of cultural modesty or a fear of rejection, the vast majority of solo-preneurs and small business owners fail to network or hustle sufficiently. They fail to capture data in an effective way. They fail to measure engagement, customer feeling and conversion rates and thus they fail to experience the “drip” of new business as customers come to them as and when the CUSTOMER IS READY.

Remember only 1% – 5% of customers are ready to buy at any one time. The secret is to keep in contact and have a sequence of touch points so that you become trusted and front of mind because you need to be there when THEY ARE READY TO BUY. Put simply, if you stay in contact, you will win further down the road (when everyone else has given up.)

3. DYNAMISM Are you marketing like a 5 Year old? You try everything in an over energetic attempt to change the world in 5 minutes and then collapse in a sweaty heap and declare that life is not fair and that marketing is impossible and does not work?

Modern marketing is about getting organised and then scheduling your activity, your energy and your passion to the best effect. When you develop the mindset of a HUSTLER you will discover how to convert a basic opportunity into a prime one and that means you will access the next level of customer, customer budget and customer decision maker. As you become fluent in the language of modern marketing all your hard work and preparation will actively attract opportunities to your brand, your authentic persona and you will have the chance to articulate your vision and deliver the best of you to the best of the corporate world AND you will qualify OUT the people who will not benefit and qualify IN the elite who will do as you say, pay what you ask and benefit the most from your expertise.

If 2019 is going to be your year what do you need to do? What steps must you take?

TAKE ACTION-

Register now for this complimentary high energy and interactive webinar;

https://attendee.gotowebinar.com/register/5002826678569069827

woman working

Will you Go for Growth in 2019?

Bring your questions, your passion and a pen. See you for this important growth webinar.

 

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Independent Trainers – Raising Your Fees – How Can You Successfully Resist Discounting Your Value?

“When you start to discount your product and service fees, you discount yourself” – Matthew Hill, 2018.

Warning – This is a deliberately challenging piece for independent coaches, trainers and mediators – Here we face your fears and habits! If you are feeling brave today – please read on…

As marketing guru, Seth Godin states, discounting represents, “A race to the bottom, and, nobody wants to win that race.”

“Lower your prices!” – The command of many larger companies

Angebot / Sale / Rabatte

Yes, we are asked to lower our prices. Tesco have bullied many a supplier in search of an illusive extra 1% margin. And where are Tesco now? Recovering from a UK scandal around playing fast and lose with numbers and suppliers. Or, GE.

GE famously hit a new moral low in the late 1990s when they asked their hard working and loyal suppliers to enter a reverse auction to compete with each other to offer the cheapest rates for their established a premium quality services. The losers won that round! Damned if they did and damned if they didn’t.

***Shame on all bullying corporations***

(I believe they have seen the error of their ways and now moved from their macho transactional approach to a more relational and strategic one, that, surprise, surprise, serves both parties better.)

Are THEY Discounting?

Do the biggest software providers, retailers and banks offer a 70% discount to their largest customers? – Do they give away the best of what they have because they feel they have no choice and are experiencing a little light bullying? NO!

Then why do we?

When you discount – You devalue.

Eventually, when you, or your market, are fully commoditized, the corporate customer will select their suppliers based on how near, quick and cheap you are. Your premium quality product is now a tin of supermarket tomatoes. End of Story. Again – Is that what you want?

Defend your value

At the moment, there is a bizarre training phenomenon out there, where the webinar version of the classroom experience is being given away at unsustainably low prices. I have no clue who started this, why it continues or why those involved don’t wake up, smell the coffee and correct this damaging business practice. Is all learning devalued by making it remote? Are the corporates deliberately ordering an inferior service from us? What is happening here?

Man holding speedometer with value word. Business concept

Value your value

Supporting your price.

Continuing with the webinar example. The point that is being missed by the discounters is value. Your course either has intrinsic value or it does not. If it does, then it makes sense to highlight that value, defend that value and, logically, charge out at that value.

Cost – One purchasing department argument runs like this – The provider saves money on travel and hotels when they don’t have to perform at a hotel or corporate office, and, they should pass back that saving. Yes and remote learning sessions save the company more money, so that is not a compelling argument. The saving has already been made at their end. There is no need to erode the trainer’s price.

Quality – The real cost is hidden from view. The widespread practice of discounting training rates takes out senior trainers from the marketplace, as they cannot afford to work with these silly rates. When juniors take their place, outcomes deteriorate and the supplier brand is diminished. This then prompts the corporate…to ask for a further discount. Is it only me that thinks this is short termism taken to an absurd degree?

Confidence – Individual trainers, coaches and mediators suffer from imposter syndrome, inferiority complexes and financial scarcity. We need to get over all three. Everybody has imposter syndrome – the only people not affected are the truly deluded. On a good day, you either think your product is worthy or you don’t. If not, you need to plump up your LinkedIn profile and get a job with a salary. If you value yourself, good for you – Now start charging sensible prices. If you are suffering from an inherited poverty script – Deal with it – See the T Harv Ekker Millionaire Mindset film – Link at the bottom.

Young friends having fun outdoors drinking red wine glasses - Happy people eating seasonal local food at harvest time in farmhouse vineyard winery - Youth friendship concept on warm vintage filter

Utopia

What if we lived in a world driven by fair value, where experts were respected and encouraged to share their wisdom in exchange for reasonable reward? A world where they could give of their very best, knowing they are appreciated and can work without fear, giving openly, partnering with the best, striving for the most productive mutual outcome? How glorious would that be?

Baby steps

The next time a principle or corporate asks you to shave your fee – Stop and think. What does this mean? What is the cost today? And, what will the cost be tomorrow – For you and the business world? Let us value what we do. Let us value ourselves and let us be courageous enough to ask what we are worth.

It begins with self-respect, saying no to discounting and asking for fair value fees.

Negotiation – When you are told you are too expensive – be warned – it is a trap – image what they are really saying is, ”that you need to get on a slippery slope that ends with poverty, frustration and exploitation.”

*Remind them you are not in the tinned tomato business but offer Intellectual Property Assets that are essential to the future of their business.

*Remind them of your qualifications, experience, knowledge and wisdom.

*Expand on the value you provide and move away from price.

*Explain that value is related to the benefit they receive not just the short term damage they can do to you by taking away your money.

*Claim your worth with price and confidence.

*Stick to your guns, employing the broken record approach to communication, and,

*Start to celebrate your new financial independence and recognition. You have earned it.

Good luck claiming your full worth.

About the Author – Matthew Hill helps independent Trainers, Coaches and Mediators build their independent businesses allowing solopreneurs to project the best of themselves to the best audience possible, and, at the BEST RATES. Here is a link to Matthew’s Going for Growth in 2019 coaching bundle.

https://culture99.wordpress.com/going-for-growth-remote-course/

Film Reference – Here is a great film by T Harv Ekker on poverty and wealth mindsets. Do yourself a big favour – Get the family to block out an hour this week and watch it all together.

https://www.youtube.com/watch?v=lpJbP6OToFE&t=853s

Vector speedometer scale

Claim your WORTH

Putting Together The Shortest Business Winning Marketing Sequence Possible with Matthew Hill

Will you take up the €10 Challenge?

We sometimes set a simple exercise in the Going for Growth Bootcamp. The task is to design a marketing sequence that generates a profit of €10.

It sounds a bit silly but the point is this. If you can get your products, voice and marketing together for this simple exercise – THEN – €10, €1000 or €10,000 will become a possibility for you very soon!

Vorderseite neuer Zehn Euro Geldschein aus der Europa-Serie

Will you take up the €10 Challenge?

Where to start?

If you have a friendly, warm and GDPR compliant database start here. You are putting out feelers to them to sound out their interest or invite them to some form of interaction / demonstration that will take them from “know you” to, “like you, trust you and understand your offer.” That is quite a leap in one contact so it had better be a warm and fruitful encounter…

Invitation

There is a 14-Point invitation formula that works. Elements include connection, hopes and fears, 3 points of education, scarcity and a Call To Action – CTA. The formula works. And, when I say works, I mean it will be 10 times as affective as a nice and polite letter that a non-marketer would send out.

WAFE Warm And Fruitful Encounter

  1. Interactive speech – Here you gather them in a space and, with a special presentation formulation and sequence, help them to deepen their sense of need and lack and therefore create a gap in their lives that can ONLY be filled by your product or service.

    Microphone over the Abstract blurred photo of conference hall or seminar room with attendee background, Business meeting concept

    Speaking is the number one converter of colds to customers

  2. Selling Webinar – Again with the right content and sequence, you can easily sell to your warm crowd that you have developed and captured in your database. (Filling up your database with warm contacts is dealt with elsewhere.)
  3. Demonstration – My day job is leadership and talent training – The obvious demonstration of my work will be a short training course – If the prospect is less that 2 hours away, I offer a live half-day and we all play nicely. And, if they are further afield, I provide an educational demonstration session via webinar. What will you demonstrate?

Call To Action

With these WAFEs I am aiming to shorten the warming process, accelerate the trust building path and get the client qualified in (or out) at lightning speed.

Take it Off-Line

The aim is to have a warm and qualified prospect talking to you about your offer. It can be a tiny one – A book, or, it can be a large one – A transformation and change programme. It does not matter. The key is to get into a one-to-one interaction where you can match your selling communication with their buying process and reach a mutually beneficial outcome.

Matthew Hill culture trainer 07540659995

Take it off-line

Conclusion

In less than 500 words you have read an overview of a minimalist marketing sequence that WORKS. I hope that is efficient enough for you. I know you are busy. If you wish to talk about the 14-Point invitation structure and how you could adapt it for your business, do feel free to give me a call. +44 7540 65 9995.

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Thanks, Matthew

About the Author – Matthew Hill is a trainer, coach and public speaker helping trainers, coaches and mediators to build their business, reach profitable independence and give back to society.

 

 

Building your Independent Business – Q. What do I do first? A. You need to build 4 products. by Matthew Hill

Strategic Approach vs. Quick and Dirty?

Having just returned from the SIETAR Switzerland congress in Lugarno where I was surrounded by enthusiastic independents, many of who were busily growing their own businesses, one question struck me as most important – What do I do first?

Building tool repair equipments

To build up a complete marketing funnel with experienced based assets takes time. It can be a multi-year project that will require dedication, thought and plenty of external energy and opportunity.

As I have said many times – This build centres on 4 products – 1) The Professional Interrupter – an attention grabbing and valuable asset that is strong enough to stop a busy and successful decision maker for long enough for them to take notice of you. 2) The Product 4 Prospect Asset – An exchangeable item that promises the delivery of value to a cold contact in return for their Opt In – you give them some knowledge and value and they give you their first name, last name, E Mail and permission to contact them. Simple. 3) The Trip Wire – Another small and valuable package that represents a bargain for the price. What could you build and sell for €20? It must represent more value than the perceived cost would indicate, so that you can convert cynical and critical outsiders to become insider tribe members who can warm to your intelligence and experience. 4) Your Core Deliverable Product – The thing you are most passionate about, sold to the insider tribe member, who is ready to appreciate what you have crafted. They KNOW it represents value and, so, will happily pay a premium to receive it.

Building a Crowd.

There are many contact points required and much interaction to build a warm and loyal crowd who will come to know you, like you and trust you to a level where they will confess their flaws, weakness or gaps and ALLOW you to help them. The key here is your reputation – Something that is built in THEIR hearts, stomachs, minds and memories. Remember – they own your Brand. That is where it lives – with your audience, your list, your database, and, in your new family of followers.

Quick and Dirty

Having said all of that (in 350 words) there will be irresistible opportunities that pop up and come your way, out of the blue, and that can generate great commercial returns.

Here it is about scrambling all of your resources together quickly to construct a credible offer and take advantage of this one time gift.

80% is good enough.

Is it time to fight the perfectionist in you and get that outline out quickly? Are you prepared to fill in the gaps later? And. Will your expedience pay off?

What should I do first?

So, we come to a hybrid approach – Keep on track with your long strategic game of building high quality and long lasting assets AND go for it when the sun shines just for a moment. Ironically, it can be those one-time deals that help build your credibility in the longer term and, reacting quickly to lightning chances can really help you to build your resilience, agility and intelligence when it comes to marketing and closing deals later on, when your company is fully formed and ready to take on all comers.

About the Author Matthew Hill is a trainer, author and coach helping new independent trainers and coaches to get more business in through the door. He is running a Going for Growth bootcamp for independent trainers in The Hague, 17th to 19th August 2018. Details at culture99.wordpress.com.

The Hague, the Netherlands

The Hague – Where the next Intercultural Training Channel Bootcamp will take place in August 2018.