The Real Reason Why Your Coaching, Products, and Services Aren’t Selling

You're listening to the PT Proffit podcast, episode number 15. Today I'm talking with you about the real reason why your coaching products and services aren't selling. Are you ready? Stay tuned.

Hi, I'm Beverly Simpson, former fitness manager turned online personal training business owner. And this podcast is where smart fitness professionals, including trainers and clinicians, discover how to increase client performance in movement, package and position their products and services, and get out of their own way so that they can increase their revenue to live a life that they love without sleazy sales. Welcome to the PT Profit Podcast.

What's up, coach? Welcome back to the podcast. I'm your host, Beverly Simpson, and if this is your first time hanging out with me, awesome welcome. I'm super pumped to that you're here. Today is just going to be me and I'm going to be chatting with you about one of the things that comes up all the time with my clients. And honestly, it also comes up with me and we're going to talk about why this happens, but we're going to talk about the real reason why your coaching and your products and your services and why they're actually not selling. And most people think that it's because of the price. And we're going to talk about today why that actually is most likely not the case. I'm super excited to dive into it today. And just in case you hadn't heard, before we get started, we're also going to be going deeper on this in an upcoming masterclass that I'm teaching on Thursday, July 30th at 4pm Eastern Standard Time. I'm going to leave the link for you inside the show notes, but it's gonna be an awesome opportunity for you to just dive deeper and get access to me to ask your own personal questions about your business live. We're gonna be diving deeper on this topic inside of the webinar or inside of the masterclass. And so if you're just scratching the surface on this topic, then this class will be perfect for you because it's going to be a chance for you to get your questions asked because really by the end of the class we're going to, you're going to have a really clear picture on how to create compelling content that converts, whether it's on your Instagram, Your Facebook, your YouTube, your marketing materials for your brick and mortar. We're going to be going in to some real marketing principles that transcend into any offer that you are giving to your people. So that is a perfect segue into diving into what the actual real reason is your stuff's not converting into clients. And so if you're like most trainers that I've worked with or most people really out there, it's really easy to get into this trap of believing that your stuff is too expensive or the price is the reason why your stuff's not selling. And the reason why that becomes a trap is because it's really easy for potential consumers, for clients to start thinking and saying to you, oh, I just can't purchase that because it's too expensive. And the reason why they're having this, that the reason why they say that to you is because the truth of the matter is that people are having that pricing conversation in their brain all the time. What they're really saying to you when they say I can't afford it is that the perceived value for the asking investment doesn't match. So let me say that again. What they're really saying when they're telling you that I can't afford it is they're saying that the perceived value so what they're going to get the benefits and what end up facts and features doesn't match the asking investment price. And so the way that I explain it to my clients is like this. So here's an example. If I were to tell you, hey, I've got this awesome stinky, smelly sock that has one hole in it and it's never been washed and you only get one and it costs $25, chances are you're not going to purchase that. I mean, you might, but chances are you won't. But if I said, I have this brand new iPhone for you, it comes with unlimited upgrades, so anytime iPhone comes out with a new one, you'll get an upgrade. And I'm going to throw in this free pair of earbuds and it will cost you $25. Chances are you're gonna find that $25. But notice how the price is the same for both offers. And so the real reason why your stuff is not selling or not converting is because the offer itself has not been communicated clearly enough to your potential client, meaning that your client does not understand the value of what your product and service is going to do for them. And they have determined that that perceived value is too expensive in either money or time to them, which is why they are not buying it. The price is actually just one component of an offer. And so what you really want to be thinking about when you're putting together your offers for your CL price is just one part of it. And if you're like most trainers out there, you're probably thinking about, how many sessions should I put in there, how many training hours should I put in there? What about the nutrition component? Should I. You know, you're thinking about the facts and the features. And that's not to say that it's not important. It is important. But what we need to lead with, which is more important, which is the most important, is the promise. It is the transformation that your product and service is going to do, not the features and not the facts. So what you really want to be thinking about when you're putting together your offers is the faster that you can speak to the promise, to the transformation and use it and do it in a way that uses your ideal client's language. That's what's going to help you get that offer. Converting. That's what's gonna help you start building a business and start building the clients. I'm not necessarily saying that the facts in the future don't matter. They do matter, especially for your analytical people. They need to know what is going to be in there. But the best way that I can explain it, it's like cardio, right? As a strength and conditioning coach, we know that your strength program is the main dish and your cardio is kind of the cardio matters, but it's not the main dish. It's the same here. When you're putting together your offer, you want to be able to speak to the transformation, to the promise of your product. Now, listen, people get tripped up here, and I definitely got tripped up here when I started thinking about my promise. Because, you know, I can't eat for my client, I can't work out for my client, I can't do the work for them. So I can't say, do this program and you'll lose X amount of weight or whatever it is that you are putting, you know, whatever it is that you're putting together for the promise of your product. So I get that, and I get feeling nervous about it. But that's not what you're promising them. You're promising them that you're going to give them all of the accountability, the support, the education, the information that they need to actually implement. You're not promising that you're going to do the implementation for them. That's going to be their responsibility. But listen, you want to start thinking about what that promise is, and you want to be able to communicate that promise with conviction. And that type of conviction and competence is going to come with competence. So when you Start seeing results from your clients that are doing well. You're going to start knowing and feeling good that your stuff works. And so you'll be able to communicate a really clear promise that's going to say, listen, if you do what I tell you to do and you actually come and you are actually responsible and you stay committed and you implement, then you're going to get the results that you want. And I'm confident in saying that. I'm confident in saying you're going to lose weight if you do X, Y and Z. And I'm going to be there with you every step of the way. Now, here's the good news in my promise. I promise that you're going to. That you're. That we're going to get results and that we're going to figure it out. And so I have worked with a ton of people that have been tricky, that have tried everything else, that have needed hormone tests, that have done everything right, and it doesn't work. And we've had some really narrow in. That's why I have a network of people to help me. And I can say to them, hey, go and see this nutritionist, go and see this physical therapist. Because I have a deep sense of trust. And it gets scary because I am certain that those, my colleagues that I'm referring out to, they're just as committed as I am to figuring out the problem, to getting the results, because I don't care about whether or not I solve the problem. Me, personally, in terms of my skill set, I'm very confident in what my zone of genius is. And I do continue to grow and to learn and to, you know, build out a network. But my network is way more important and more valuable to me because I want to stay in my zone of genius, and I want to be able to refer out why. Because it is more important to me to get my client a result and a result that they're after than it is to be right. Because the truth is that when you can deliver for your client, they'll stay with you, even if that means you have to refer out. So it's not about you being wrong or bad or thinking that your stuff isn't good or that you can't do it that is part of you doing it. And so that's why I know and can feel good about communicating my promise in that way, because I'm so certain that we're going to figure it out, even if that means, oh, we got a result that we didn't want, that is still a Lesson, like I've said a million times, which I've heard from my mentor, you are either going to get the lesson that you need or the success that you want. And frankly, I was just on a coaching call today, and frankly, the truth, I hope you get more lessons. And first, because that's how you're going to get to success faster. Success is your worst teacher. Because if you get success, it's hard to look back and be like, wait, what worked? How did I do that? But when you get lessons, you're going to get to that success faster. Now, if you're really new and you're at the beginning and you're like, well, I don't know how I'm going, you know, I don't know if my stuff works yet. That's cool, then your promise is just going to sound a little bit different. You're going to say that you're going to do everything that you can. You'll figure it out together. I'm always, you know, fully transparent, which is that I'm. I'll talk about my story. There's going to be experience that you have under your belt, whether it's your own personal story or friends or family that you've worked with. And you can just use the stuff that you've done on your own body. But more importantly, you still. And if you're, especially at the beginning and maybe you don't have a lot of clinical hours working with people one on one, cool, let's go get that. Because the more reps that you have under your belt working with people, the more lessons you're going to get. And then that's going to make you more valuable. And with that comes competence. And with competence, confidence will come. So you want to get really clear on what that promise is. And then the next part of your offer is the process. That's the facts and features. It's the side dish. That's the cardio component of your strength program. It does matter. How is it going to be delivered? Most people want to lead with that. And then we can start talking about the price. And now the price. It's not that it's not important. It is important. But you want to come up with that perfect price. I use that word with, you know, a pinch of salt, because I don't believe in perfect. And I'm not looking for chasing perfection. But you want to think of that sweet spot, that price, that that is where the consumer looks at it. And it just, they can't say no. Because the perceived value of what they're going to get, in terms of the benefit, in terms of the facts and features is 10 times the amount of the asking in investment price. They need to go into this conversation, which they're having in their brain all the time, by the way, feeling like, oh, this person's gonna ask me for 10 grand or 1 grand, what, it's only 197. Sweet. No problem. That's what it's gotta feel like for them. And most importantly, you need to be communicating the. You need to have confidence in your communication, in the way that you are saying it. And that is just gonna come with practice, literally, if you just. And the reason why is because on an unconscious level, people can read you energetically. And so that means if you are not convicted on your price and in your confidence and what you're asking for in any way, people can feel that they might not be able to name it, but they're just gonna feel like, I don't know, maybe this person doesn't know they're gonna feel it. And so it is so important that when you're having this conversation, this sales conversation, this exchanging of energy conversation with someone that you just feel so good. And how does that come if you're new and if you're at the beginning and if you're not sure, it comes with practice. So even if you are just practicing in the mirror all the time, just practice, practice, practice, saying it with confidence, saying it comfortably, saying it all the time, that is what's going to help it be easier. And one of the things, and I did say this, but I want to just make sure it's extra clear. One of the things that really helped me overcome that feeling of like I'm not good enough or there's something more. And this is what I always consider the curse of a good coach. Because we do come from this place of feeling like there's more to learn, that I'm not the best and that there's someone to learn from. One of the things that I that helped me get through that and speak with confidence was just saying to myself and saying to my clients and having it be part of my promise that if there's something I don't know, there will be something I don't know. But I'm so committed to getting you results. I will figure it out and I will find the people to help me figure it out. And so once I could release that pressure on myself, feeling like I had to be the know it all, the one stop shop, the easier it became for me to Speak about a promise. Because I was confident in knowing that, listen, if I can't figure it out, cool, I will find the people around me to figure it out. And I saw how that became so valuable to my clients and they. It just deepened the trust. And they stayed with me for longer because I was committed, because it was more important to me to get them the results that they wanted than it was to be right. And then it was to have all the answers because that was more about my ego than it was about getting them results. I used to feel like if I'm not the person that tells them how to do it, they're going to leave and they won't renew and it'll mean that I'm not a good coach. That is just not true. In fact, I became a better coach when I recognized that I don't know everything and that I don't have to know everything. But I can be strong in my first line of defense and I can provide my clients results, whether it be from my study, education, implementation, or from my network of people that I know like and trust me. So it's not just the price. So if you are struggling selling your stuff and you're someone who thinks that, oh, it's the price and I need to just make it cheaper, cheaper, cheaper, then I would say let's take a closer look at what the actual offer is and then what the messaging is around that offer because they go together. Offer and messaging. Being able to communicate the value of that program is so important and we're going to be talking about that in my upcoming masterclass. So your big takeaway for today is that price is not the reason why your stuff is not converting. Chances are it is the communication around the value of the transformation that your products and service does for your client. It's the communication of the offer. And price is just one component of the offer. So hopefully that was helpful for you today. Friends again, that masterclass, it is coming up on Thursday the 30th, so we'll leave the link in the show notes if you want to join us. Otherwise, thanks so much for hanging out with me today and I'll catch you on the next episode.

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