Closing/Enrollment

July 10, 2011

Don't let list unsubscribes break your heart

unsubscribeI remember a time when it would break my heart to see people unsubscribe from my mailing list. I totally took it personal because I just knew they didn't like me anymore. Don't let me actually know the leaving subscriber! That was 100 times more personal and totally crushing.

It WAS personal back then. I lamented over their reasons for leaving:  Didn't they like me anymore? Did I somehow offend them? I beat myself up something fierce.

Then, I started to understand a few of the reasons why most people unsubscribe from any list:

  1. Email overload Most people are inundated with email and don't always have or make the time to read every piece of mail in their inbox. I actually take the emails that I know are sent to me personally and read those first. Often times, unless the subject line is compelling, I might not even open the mail. It just depends on what I need at the time.
  2. Email frequency Too many emails in a short space of time can feel overwhelming if your subscriber isn't in the market for whatever you offer. It triples or even doubles the overload! It can feel like you're trying to force feed your information to an unwilling participant. That's especially true if your information doesn't offer value to the reader.
  3. Boring and repetitive content Saying the same thing over and over again can get tiresome to your reader. If you're not uniquely engaging in your message, you won't hold your subscriber's attention for very long - let alone foster the desire to remain on your list.

Here are a few considerations that may help:

  • The departing subscriber may not be your ideal client. People are naturally curious and are often drawn to what's happening in the moment. One person on my list actually told me they were intrigued by my information when they joined my list. I discovered she was not my ideal client at all. She was simply curious.
  • Your language doesn't resonate with your reader. Like moths to a flame, we're inherently attracted to language we understand - that speaks to us. This quote by Dr. Maya Angelou says it all:

“I've learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.”

  • Your reader doesn't understand the value of your message. This is when you must put on your marketing hat. The source of value for your reader is pain. Yes, it's true that you want inspire, encourage, create connection and more in your writing. As an information marketer, you're also helping your reader acknowledge what's uncertain, uncomfortable and unsure — the sources of fear and the unknown. You want your information to alleviate as much of that discomfort as possible.  Remember, you ARE the expert that can truly help!

It can be tough not to take it personal when a seemingly loyal reader unsubscribes from your list. If this is case for you, I invite you to read the book The Four Agreements: A Practical Guide to Personal Freedom, A Toltec Wisdom Bookby Don Miguel Ruiz. The second agreement is: Don't take anything personal.

"Nothing other people do is because of you. It is because of themselves. All people live in their own dream, in their own mind; they are in a completely different world from the one we live in. When we take something personally, we make the assumption that they know what is in our world, and we try to impose our world on their world."

Acknowledge the person's view of world. When you're in sync, they'll return with curiosity, intrigue and readiness to learn from you as the expert you are.

Now, say goodbye to your breaking heart for good!

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June 22, 2011

Sales doesn't have to be scary

carolyn_herfurthA few months ago I had the pleasure of meeting, Carolyn Herfurth, The Sales Confidence Mentor.  Our very first chat and subsequent conversations have been highly energetic and purposeful because this lady knows her stuff!  Her successful sales career spans more than 22 years and 6 figure income.  Carolyn is also one of the experts for the Certified Group Coach program specifically in Sales and I'm delighted to share her expertise with you so you can see firsthand just what I mean:

You're invited to:  Insider Secrets to Confident Sales Conversations That Close. More details

In this meaty session you'll learn that sales doesn't have to be scary because Carolyn will tell you:

  • The rejection prevention plan that consistently converts qualified prospects into paying clients…and with less stress.
  • Action-inspiring secrets that come from conveying your compelling message to your ideal prospects…all without being pushy.
  • Foolproof closing steps that come from meaningful, authentic sales conversations.
  • And objections dissolvers that allow you to proactively build trust and close sales.

You will not want to miss this free call on Thursday, June 23rd. I'm already registered! Register here.  You'll be glad you did!

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February 8, 2010

Get Intentional About Group Enrollment

enrollmentAs a coach interested in getting more learners to enroll in your group programs, you MUST have an intentional closing strategy.  That's my challenge to you!

Why? In doing so, you're ready for the objections that may arise and more importantly, you know when to ask your learners to enroll. Important, right?!

How do you get intentional about converting?  It's all about closing!

Here are two perspectives to ease you into the closing process:

Get an intentional mindset.
Know what you believe is possible from the connection with your potential learners. Your beliefs affect every aspect of your closing. Be sure you truly believe closing the sale is possible. Yes, I used the dreaded "s" word. If you're in business, you're a salesperson. If you're working to fill your group coaching programs, selling is necessary.

Selling is merely a conversation.  Simple and true.

EVERYTHING you do and say to attract your group learners contributes to how you connect and ultimately, close the sale and convert learners to your groups. That doesn't mean that you're ready to pounce. It means you have a strong belief and confidence that when your learner is ready to move beyond the preview call, you're prepared to ask for her enrollment.

Get intentional about the learner benefits.
Listen quietly and pay close attention to what your learners are saying and doing so you hear with great clarity. Recognize opportunities to continue building on the relationship you've started in each and every conversation.

Listening is a skill that's totally underrated for coaches.

Listen, hear, absorb so you know exactly how to speak the language that supports your learner. Your language determines whether your support as the coach continues and encourages your learners to enroll in your group coaching program.

Belief and benefits! These are two simple strategies to help you get intentional about converting your learners.

Let me know what you think about this post by leaving a comment.

Wendy Y. Bailey - Master Certified Group Coach

Wendy Y. Bailey - Master Certified Group Coach

Wendy Y. Bailey is a Master Certified Group Coach, Certified Experienced Coach and Certified Neuro-Linguistic Programming Practictioner. Affectionately called "WendyY" by her business associates, colleagues and friends, she's also the Creator and Founder of Group Coaching Mastery - Master Group Coaching with an NLP Twist. WendyY helps coaches, speakers and trainers learn to create, design, market, fill and deliver bestselling group coaching programs using Neuro-Linguistic Programming (persuasive marketing, language skills and influence strategies.) More about Group Coaching Mastery programs

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