Attracting Clients Who Can Pay

Attracting potential coaching clients is one thing, but attracting clients who can pay is quite another.

So, before you get to the stage where you have to convince someone to say yes, let’s first review your process to ensure you are targeting people who can say yes if they want to.

There are three areas you need to address:

1-Tighten Up Your Messaging

Does the message on your website page use language that will appeal to those you are suited to help—and does that language actively repel those who can’t afford you, don’t have the right temperament, interests, or needs for your coaching, or who just aren’t ready for you yet?

If not, then tighten up your copy. Cut out vague words and generalizations. Don’t be afraid to use words you have been conditioned to think of as “negative”.

State specifically who you can help and how you can help them—and state who should not try your programs just yet. But also ensure you are getting your main message across—as coach, Ellen Finkelstein, does below.

Ellen's home page

Note that to catch the right person’s attention you don’t need reams of explanation. Ellen’s “Increase income by getting better results from your emails” is a message designed to catch the attention of someone who wants to get more sales through email marketing. What this message does is keep the visitor reading.

Further content on this site clarifies the message further, stating who Ellen can help… and making those who aren’t ideal candidates click away.

That is what you want!

So before you try out amazing closings to your sales consultations, make sure that your landing page or home page states your main specialty clearly, then quickly clarifies:

  • Who your services are for
  • How they will transform the visitor
  • Who your services are NOT for

The whole key here lies in being specific. The more specific you are, the more you will attract the right people and repel the wrong ones.

Here is how coach Ellen specifies exactly who she works with:

Ellen's who

 

And she tells the reader what makes her different from other business coaches:

Ellen's why

But that’s just the beginning: you also need to make sure that the people you are targeting are people who can—and will—pay.

 

2-Go Where They Are Paying

It’s not enough to create packages, programs, and products for an active niche: You also want to see that it’s a niche where people buy.

Be certain there are plenty of books, information products, and services for sale—and do enough research to see what your competitors are charging.

Look on sites that sell books and digital content, like Amazon.com—and check out merchant sites that sell products, like ClickBank.com—and note your competitors’ prices on their websites.

Pay attention to social sites to see who pays big bucks and thinks nothing of it. If there are complaints that certain books, products, membership clubs, or coaching programs are too expensive—those are not your customers. Find out who IS buying.

A good way to do this is to check the website testimonials and then visit the testifiers. What can you tell about them, demographic-wise? What products do they in turn recommend?

What products they recommend is a better guide than “what are they selling”, since clients are often several levels behind their mentors—and you want to be charging prices they are used to paying.

 

3-Talk Up the Transformation

However, before you set any prices make sure you are clear about the results you offer. 

Start by stating your biggest benefit—the most significant transformation.

Here’s an example by Destini Copp, Business Coach for digital marketers:

A see of potentials

Digital marketers want “a sea of potential customers” so that’s Destini’s biggest benefit.

Here’s Carolyn Owen’s website where her heading is what she does, and her subheading is the transformation:

Owen's home page

Some directions you can take in describing your results:

  • How their lives will change for the better
  • What plateau they can break free from
  • What big obstacle they can overcome
  • What investing in your offering will help them to achieve
  • How much easier and simpler your offering will make their lives
  • How much time they will save

Wealthier clients, in particular, are looking for time-saving and simplification. These are the clients who will often respond well to accelerated processes or simplified, focused processes to achieve one single specific outcome.

You need to gauge the personality traits of potential clients, such as:

  • Do they thrive on peer support … or do they want one-on-one attention?
  • Are they all about fast-tracking … or slow but steady progress?
  • Do they want a “done-for-you” approach … or are they happy to do it themselves?

 

Talking up the transformation will increase the perceived value of what you are offering for the right client. Believing that this is the “missing piece” they have been looking for—and that you are the best person to provide it—will make even those who can’t afford it right now go to extraordinary lengths to pay.

Understanding specifically what they want from you—as well as what you can offer—will help you create the very program or membership club (or write the exact book) your potential customer or client has been dreaming of: the one she’s (until now) been unable to find.

So now you have some tips and strategies for attracting not just leads, but potential clients who can pay. Remember to keep your messaging clear and specific, do the research to find those prospects, and be clear and concise on the transformation you offer.