I was watching a webinar on how to run discovery calls so potential coaching clients actually want to become your clients.
John, the presenter, pointed out 4 simple questions every client’s brain is trying to answer before saying yes.
Whether you say them explicitly or not - the answers got to be there.
1. What results will I get on the other side of this?
What’s in it for me, exactly?
2. How will I know we’re getting there?
What will we measure to see progress?
3. Will it last?
Or is this just another thing I’ll forget about in a month?
4. Are you the real deal?
Who else did you help? How? Why should I trust that you can help me too?
The more I thought about it, the more obvious it became how true it is.
When I make purchase decisions, what book to buy, what course to take, even what food to eat — I run through the exact same sequence in some form in my head.
Maybe not consciously but definitely every time.
Very often, because of rush… insecurity… or assuming “it’s obvious”… we skip one or two of these questions when we present our work.
And then we lose the chance to help someone.
Not because we couldn’t help them.
But because their brain never got the answers it needed to say yes. (And they don't know that either - something just felt incomplete)
When I look at many of my failed sales, I feel a bit like a dummy - I was asking people to make big purchases and commitments, hoping for success WITHOUT putting fundamentals in place that our brain needs for certainty.
It also reminded me of how many approach their health journey.
Sometimes you skip what everyone already knows works.
Regular exercise.
Enough protein.
Fruit and vegetables.
Good sleep.
Water.
We skip it and hope things will somehow still work out.
Sometimes they do. Just like some smokers live their entire life just fine.
But if you want to reliably increase your odds of living a disease-free life for longer, you follow what’s proven to work consistently.
Sales works the same way.
There are no guarantees.
You can follow a perfect process and still lose the sale.
You can live a healthy lifestyle and still get a terminal illness.
But if you ignore the process, you have a guarantee of worse outcomes more often.
Not always. But often enough.
Over to you, dear reader,
Which bet would you rather take?