In any business, you’ll spend a certain amount of time on clients who will never pay you.
Here are a few examples:
- Website designers quote jobs that never come to fruition.
- Car dealers spend hours chatting up customers who will never buy.
- Book agents read countless manuscripts they will never be able to sell.
- And coaches spend time giving out free advice to clients who cannot or will not hire them.
Truthfully, it can be frustrating, and it’s definitely a drain on your time and energy.
But there are some things you can do to eliminate those who will never become clients without having to spend time with them first.
Post Your Prices
One of the most hotly debated topics among coaches and service providers is whether or not you should post your prices on your website. There are pros and cons on both sides of the fence, but the biggest advantage to posting your prices is that it immediately eliminates those who cannot afford you.
Of course, you don’t have to list prices for everything to achieve the same effect.
If you offer private coaching and self-directed training packages, having a price tag of $1000 on your “entry level” course makes it pretty clear that your private coaching is going to be at the high end.
If you prefer to quote packages individually, a line that states, “Coaching packages start at $XXX” is a simple way to state your prices while still giving you some flexibility.
Before you get on the phone with anyone, require that they do a little groundwork first.
A client intake form should tell you everything you need to know about a potential client long before you pick up the phone. But what it tells you the most is how much work they’re willing to do.
Freebie seekers aren’t likely to do the work required to answer even a simple questionnaire, so those who do fill out your form are better prospects.
True story: I have had multiple people tell me “your form is too long for me” in my scheduler. I already know if the form is too long for them they won’t do the real work to build their business, so it’s an easy no for me to welcome them to consider other options besides working with me.
Not only that, but you can include in your form a question about pricing, such as “What’s your budget for coaching?”
Use a pre-defined list of answers that start with “$1,000 and up” rather than letting your potential client fill in her own amount, and those with smaller budgets won’t bother to complete it.
Change Your Language
Words have power.
And if the words you use on your website and other marketing material are speaking to newbies or those just getting started in business, you’ll never attract the audience you’re seeking.
Instead of using words like “step by step plan,” say, “advanced techniques.”
Rather than talking about “easy systems,” mention high-end, complex software by name.
Simple changes can help you to automatically attract the right audience.
You’ll still spend some time and energy on those who ultimately won’t hire you, but by making these simple edits to your website, marketing materials, and other business systems, you’ll begin to see more high-end clients and fewer of those you no longer wish to work with.
Have more ideas? Did this help you? Let me know in the comments!
Lee CollinsAir Force veteran and former corporate VP, Lee Collins is best known as an early pioneer of Direct Response Marketing on the Internet. Since 1999, Lee has parlayed his experience into his Top-Down Consulting Framework to help thousands of clients build and optimize their "Repeat Profit" marketing systems resulting in more sales, more profit and most importantly – more freedom from their business with less stress, and without the typical overwhelm and frustration. When Lee isn't helping clients solve marketing and systems problems, he enjoys time with his wife contemplating by a campfire, exploring a mountain or desert trail in his Jeep Gladiator, or planning their next epic BBQ roadtrip.
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