99: How Qualifying Your Customers Lowers Cost and Increases Sales - #GrowYourLife

Hey everyone, thanks for listening to the Grow youw Life podcast. My name is Jeremiah Krakowski and on this podcast we talk about ways for you to grow your business and your life. Both mindset and strategies to help you reach your goals and go to the next level in your business. Now, if you haven't joined the GrowYourLife Facebook group, I highly recommend that you join it. There's over 1500 people just like yourself that are working through what they're dealing with in their business to get more sales, leads, customers and clients. I'm in there answering your questions and other people are answering questions as well that listen through this podcast. So join that free group on Facebook and if you haven't checked out my brand new course, Irresistible Offers that Sell, I recommend it to every single person that I coach, work with, that listen to this podcast and are on my social media. I've taken everything that I've known over the years of making hundreds of offers that have sold millions of dollars online and put them into a course for you that walk you step by step through creating the right offers that your customers, your target customers and your prospects will respond to and how to generate leads, customers and clients online through that. What's the difference between offers and ads? Well, an ad is you put it onto platforms like Facebook and Instagram and run advertisements, but that's an invitation to your offer where you're offering value to people to get them to ultimately buy what you're selling. And that's what I walk you through in that course is how to create offers that get people to buy from you. Check it out. There's a 30 day money back guarantee. I think you're really going to love that course and get a lot of value out of it. It's only $57. Now on this episode, I want to talk about a topic that I've been working with my one on one coaching clients with my consulting clients and seeing massive, massive results from. In my own personal business is the idea of intentional disqualification, disqualifying people that you're not supposed to work with. We may have a desire to help everybody, right? But at the end of the day, there are just people that we can't help or are not the most effective to help. If you're one person, you're one business, you can't help everybody. I used to have a belief three, four years ago that yes, I could help everybody. I do believe at the end of the day, you build a business that's niche down to who you can most effectively help and and then that expands your ability to help more people. It's really about being faithful with that small bit to then grow your impact, grow your influence. And that's really what I'm talking about here, is you don't want to waste time or money advertising, marketing to connecting with the people that are not going to resonate with you. And when I say resonate with you, I mean both buyers and people that are going to take action and do something with what they buy. And so in your marketing messaging. Yes. Are there always going to be people that are going to buy from you that are never going to do anything with it? Of course. But in your efforts, in your effort of communication, connection, finding buyers, finding people that are going to buy from you, if you focus your energy towards the ones that are most qualified while simultaneously disqualifying the ones that really are not the best fit for what you offer, your, your cost of, of client and customer acquisition is going to go down. Your, your stress is going to go down. Your, your efforts are going to be exponentially. They're going to have more impact, they're going to have a wider reach to more people. This is kind of the weird part about it. You'd think that disqualifying people would mean that you're impacting less people, but you're actually going to impact more of the people that are most likely to be the best fit for you by focusing your energy towards communicating with them. Let me give you an example of this. I had a coaching client that I was working with last week who created a challenge for more energy. But 60% of who was coming into this free offer, this value that she was presenting to them, they were never really going to be buyers. And I, and I asked her, I said, well, what's the difference? She said, the people who buy from me are working professionals that have the income already to be able to spend money with me. And I'm attracting a lot of people that don't have a lot of income and, and are they just don't fit into my buyers. And I said, so what if you change your communication to basically turn off all of those people that are not the right people by communicating to busy working professionals and have all of your language be specifically around the lifestyle of somebody that is busy working, that has the money but wants simplicity, that isn't just somebody that wants information from you? Because she, she has like a lot of schooling, a lot of like an actual title behind her name of dietitian and she, she's very qualified with information to give to people. But there's people that. They weren't even using that. Right. Information. Right? And so I told her, let's craft your language in a way that automatically disqualifies the people that are not busy working professionals that need what you offer, because ultimately everybody, the people that are not fitting into that category aren't even spending money with you, and you're. You're spending twice as much effort to try to convert somebody that's not even going to do anything with you. Let's focus on who we already know is coming to you. She has a successful business. She's generated 30, $40,000, like, thousands of dollars over the years with this niche of people and very little with these people. And so I said, like, yes, you're attracting those people. Yes, you would love to help them. Yes, that, that comes from a good place. And if you're somebody that's listening to my podcast, you probably have a desire to help everybody. Right? You probably have a desire to help a lot of people, but at the end of the day, your efforts are going to be ineffective by trying to help everybody. And so we need to make sure that our language and our offers and our copy and our social media content both qualifies the right people while simultaneously disqualifying the ones that aren't meant to work with us. One of the biggest things, you know, for me in my business is I don't. I really can't help somebody that is extremely critical, extremely critical of others and themselves, and is a high perfectionist and is unteachable about it and very judgmental, and it almost gets angry at the thought of things not being perfect. If somebody is willing to grow in those areas, I can help them. But ultimately, if they're unteachable and they're just really judgmental and critical towards how I'm teaching and. And they're more picking apart what I'm doing. That person's never going to buy from me in the first place. And so if I create content that talks about, hey, take imperfect action, don't be afraid to make mistakes. You know, don't worry what your haters think about you. Don't let the thoughts that other people think about you bother you. You know, let's not be so critical and judgmental. Let's support people. All those people unsubscribe from my email list and unfollow me because they don't resonate with that. It completely disqualifies them. The people that I ultimately can't even really help. And it qualifies the one that I can help, the people that are teachable, the ones that are willing to learn a new way of doing things. And I, and I believe if you're listening to this podcast right now, and that's you, you're somebody that is teachable, you're willing to learn a new way of doing things in your business to get more results. And so I commend you for that. If you're somebody that's not, if you're just here to pick things apart, I'm probably not going to resonate with you very much at all. Okay. And so because of that, I focus my language on the ones that I know that I can help. How do I know who those people are? That's why I've helped over the years. That's who I've helped in my coaching business. That's the people that I get the most results, the most financial results for. So I want to find the people that I can actually get the most financial returns for in all of my efforts. And so when people fall into that category and I disqualify everybody else from really kind of coming in through that, my efforts are more focused on towards what's effective. I had another client that I was working with where we were focused on people that had a lack of confidence, but they also hadn't made the decision to move forward with things. Right. So they were on the fence. And because of that, they weren't buyers. They were still people that he wanted to help in his business, that his product or service could help, but they were struggling to really take the leap forward to do anything with their desires. And so what we realized is, man, we need to just not even communicate to those people in our marketing. We need to disqualify them by talking to the people that have already gotten the ball rolling, have already gotten the ball rolling in their business. And so that's really what that is, is you qualify and disqualify by the language, by the perspective, by what you say, by who you're speaking to. And when you run ads, when you create campaigns, when you create offers that. That they become targeted to the people that are most likely to be your purchasers. So I find that this is a really big area that a lot of people struggle with, and this is where there's a lot of wasted ad spend. There's a lot of wasted time is, is by trying to help too many people, by having too broad of a message in your copy, instead of getting specialized, instead of getting specific to who are the people that come to you that are, that they have the money to pay for it. And so if you can talk to those people that are going to most likely be buyers, you can connect with them and get them to buy from you. Now you might say, Jeremiah, well, I don't have anything to sell yet now anyways. Well, once you find something to sell to people, think of who are the people that this can most serve. And then you build your offers around that. That's what my course Irresistible Offers that sell is all about. As I walk you through that process of creating offers that get people to buy from you. And one of the, the first steps to doing this successfully is that sort of not being afraid to disqualify people. Yes, you may want to help them, but they're, they're not going to. They got to meet you halfway, right? They got to meet you halfway to step up and take some action at some point. Otherwise you can develop some even like a toxic relationship with these types of target customers that they're relying on you too much to do a lot of the work for them. And that's not what we're talking about. Now if you're in a service based business, again, you want to qualify the people that have the money to hire service based people. You want to find the people that don't have a lot of time to do it for themselves. See what I'm saying? So otherwise we can spend a lot of our efforts in our language and our marketing, in our messaging just talking to the wrong people. And so we need to talk to the people that, that really fit into the demographic, the psychographic, their business. There's a common thread pattern across the board of what they are doing, what, what their, their experiences are. If you are getting sales in your business or think about, think back to even in a job like who have you helped? What's a common pattern of all the people that have come to you that you have helped, have they been people that were just thinking about doing something or did they already have their decision made? What stage were there? Every single person who buys from anybody, any business is on what's called a customer journey. The customer journey is where they go from interested, dipping their toes in the water to getting warmed up a little bit, to finally making the decision to take the plunge to buy something. And then there's also the people who, they buy it and they use it, right? I could buy a book. I have a number of books on my bookshelf over here. I've bought them, which is why I buy a lot of used books, so I'm not spending a whole lot of money, but I haven't read them. Right. I would hope to, but I'm not using those books. And so I may be qualified as a buyer of those books, but I'm ultimately not really using them. And so think of it in that way. There's that other step of the customer journey of not only are they buying from you, but they're applying what they're using. They're, they're willing to take those steps forward to, to open the box up and to use it. And how does somebody open the box up if you have a course or coaching? Well, ultimately, they schedule those coaching calls with you. Ultimately, they're, they're doing their homework. Ultimately, they're, they're watching through that program, they're reading that book, whatever it is that you're doing. You want to find people that are not just buyers, but consumers, okay? And so if you talk to the person that you know is most likely to consume and do something with what you're offering, here's the big reason why you want to do consumers is because your offers are going to stack over time. You're going to build upon each other. You're not just going to have one thing that you sell to people. You, you want to find consumers because if they're consuming it, they're going to buy that next stage, they're going to buy that next level. And you can build a value ladder that way by increasing the value as people spend more money with you. And so if I'm talking to people that are, that are applying, that are using what I'm working with, listen, I got a lot of people, they hop on my free stuff with me, they ask me questions. They've been asking me the same questions for five years now. They've not made any progress. So I don't really spend a whole lot of my effort talking to that person. I want to talk to the people that are scheduling coaching calls with me. That's what I do. The people that not only are scheduling calls with me, but they're doing their homework after those calls. See what I'm saying? And so all of my content is based and talking to that person. And so think in your business, the people that, either they buy your boutique product, they wear it, they take photos. See, that's what I'm saying. Then you can have somebody, that person is going to tell their friends about what you're selling. You have somebody that, that they buy an affiliate product, okay? They'll share your affiliate link with somebody else if they like what they bought because they consumed it. And so you really want to connect with and communicate with those consumers, those buyers, and learn what got them to buy, what are their, what are they going through, what are they dealing with and what do they need the most help with. And alternative solutions. That's where then you can work up new offers to attract people that are like them, to get them into your ecosystem, to then sell whatever it is that you're offering. And that's what I go over in the irresistible offers that sell course. And so there's so much value in using language that both qualifies and disqualifies your target customer. You qualify it by speaking to the result that they're going to expect. So you qualify both who they are and the result that they can expect in your copy, in your language, in your offers. And that will attract the right people to you. And when I say disqualified, the ones that are not most likely to be your buyers, they're not most likely to be consumers of what you're doing. They're not even going to take action on it. They're not even going to look at what you're doing. They're just gonna pass it on by. And that's the best thing because now your data is gonna get a lot better. This is where we're dealing with issues on social media right now with the Facebook Pixel, the Facebook algorithm. We're dealing with issues around the iOS 14 changes. If you can do this that I'm talking about, you're not gonna have issues with those algorithm changes as much as somebody that's not doing this. When we were able to just rely on the Pixel to find people all the time, we didn't have to do as much of this. Now we really got to get specific about who we're talking to, pre qualify it and then that's going to create better audiences for our advertising, create better offers and pre qualify people. You're pre qualifying them as the right fit for what you're offering by disqualifying them in your language. You're not trying to look like you're just another me too that's trying to help everybody. You want to get specific as to who you can help. Now again, you may have a heart to help a lot of people in the beginning. Your efforts are going to be wasted trying to help all those people. As you grow, as you make seven figures and eight figures, you can pivot to help other people and Launch Baby businesses 2nd businesses 2nd brands that serve these other people. So you have different niches that you're serving with different products and different offers that serve these different people. Eventually each offer that you have is going to serve one type of person and in the beginning with limited time and resources, you want to focus that on what's going to be most effective, what's going to be the people that are actually going to do something with your putting out there. Otherwise it's you're going to be spinning in circles wondering if you are spending the right amount of time. If anything's even working, this is what's going to stop the overwhelm and the spinning in circles and wondering is anything working to start to get some clarity for you on who's going to buy from you and talk to them in a way that leads them to purchase what you are offering. So if you're somebody that needs more help with this and creating offers that sell again, the Irresistible Offers that Sell course is going to help you a whole lot with that. I also have a free course in my Grow youw Life group called Create youe Perfect Sales Offer. There's three three lessons. We went through three days. It's about two hours long in the Grow youw Life group. I think that might be a great place for you to start if you're not ready to take the leap into the $57 course. Or you can schedule a free 15 minute call with me on my website Jeremiah krakowski.com where we can talk about your business and about what your unique offer is and how you're going to frame that and who you're talking to so that we can help you communicate and connect with the right people that are going to buy from you. There's no sales pitch on that. I just want to hear from you. What are you dealing with? What are you going through in your specific business to help you get to the next level? If you want to do one on one coaching with me, we can talk about that as well. But there's no obligation for that to get on a call with me. I just want to hear from you so that I can develop better podcast episodes, better courses, better blog posts and content. And ultimately that's how I am attracting the right target customer in my business. That's how I know I really pay attention to who schedule those calls with me. All of my content is based around those people that are scheduling calls with me so that I know am I serving these people the right way? That's my feedback mechanism. You want to start connecting with the people that are resonating with you and create conversations with your buyers or potential buyers to hear from them, what do they want so then you can deliver that. And that's what I do with you as well. And so schedule a free 15 minute call. Let's talk about your business and talk about what it's going to take to get you from where you are to where you want to be, to get more sales leads, customers and clients online. Grow your life, everybody. We'll talk soon. Have a good one, everybody.