Christian Polk explains why coaches should frame pricing around identity and outcomes instead of cost. Rather than saying "$12k for 12 weeks," position it as "become an elite sales rep." This shift reduces objections and increases conversions by appealing to emotion over logic.
Chapters
Never end your sales pitch like this. It's going to be 12K for 12 weeks of coaching. Why? 30% of the time they'll say yes, but 70% of the time they're going to tell you I need to think about it. The reason is, is because you're focusing on the wrong leverage. You're focusing on the logical side of the brand. You have to understand people don't make decisions based off of logic. They make decisions based off of emotion and then they backtrack with logic. So instead of you selling to the logical side, like what they actually get, what you need to be selling inst is to the identity level. Now why sell to the actual identity level? Because identity is the highest leverage that you can actually have when it comes to their emotions of who they are now versus who they see themselves as. And creating a gap big enough to see whatever it is you're selling to them is the bridge to that gap. Okay, now it might sound a little bit woo woo without actually hearing an example, so let me run through it. So instead of you saying, hey, it's going to be 12k for 12 weeks, what you're going to say is okay. In order for you to achieve XYZ outcome and for you to become ABC person, the investment is going to be 12k. Any questions on how that works? Let me do it again. In order for you to go ahead and hit 50,000 per month as a closer and to become an elite sales rep, it's going to require 12,000 per month. Any questions on how that works? Now why is that so much better? Is because it actually speaks to the side of the brain that makes decisions and and it speaks to their true desires. If you start doing this at the end of your calls, I promise you, you're going to get a lot more buy in and not run into so many think about it. Objections.
