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When your 1-1 service isn’t making enough money…

Use these 10 questions to figure out why and make a plan to fix that

This isn’t a step-by-step process that you follow and then an avalanche of money falls from the sky.

This isn’t a post about how I make £5k a week working 15 minutes a day.

This is a whole bunch of questions to help you look at your current situation from all kinds of angles, so you can identify and get excited about some changes you can make to your business.

First, let’s check we agree with your starting point.

Do you really want to sell this service?

You’ve got at least one 1-1 service, package or offer (an offer is thing you sell, I don’t mean promotion or discount)…. so you’ve got this thing…. and you love to sell it.

When someone buys it, you’re excited. Not just because of the money (but yes you do like the money) but also because you are excited to deliver this 1-1 thing, and you know it works, it’s going to deliver what your client wants/needs.

But it’s not selling as well as you’d like.

Then these 10 questions are going to help you figure this out.

But if you have a service you don’t love to sell, start with the Adore Your Offer workbook - it’ll walk you through the elements you can experiment with, so you can change it until you love it.

OK…ready, steady…..

#1 Is your ‘Enough Money’ goal, actually your goal?

The amount of money you want your 1-1 service to make - where did you get that figure from?

Do you need it?

Do you want it?

Or is it based on some made-up number that someone else says successful people earn?

Is it the amount of money your friend makes?

It doesn’t matter why you set it as your goal, as long as the figure really is your goal that you care about, for reasons that are important to you.

#2 Is your ‘Enough Money’ goal realistic

Do the maths. How many 1-1 clients would you need to be working with to be able to meet your money goal? Does this leave time and energy for:

  • Business admin stuff
  • Business development
  • Marketing your own business
  • Professional development
  • ‘Spare’ time to cope with sick days, holidays or unexpected time off.

If doing what it takes to make ‘Enough Money’ would mean risking burnout, then you’ve probably been (unconsciously and wisely) sabotaging your marketing and sales. Instead of trying to sell more of your current offer, turn your attention to re-designing the offer so it is sustainable for you (use the Adore Your Offer workbook).

#3 Are you re-selling to past clients

What feels easier:

a) Finding, nurturing and converting a new client?

or

b) Selling something to a client who has already bought from you?

If you answered ‘b)’ then maybe instead of trying to sell more of your 1-1 service, you could create a ‘graduate’ or ‘follow-up’ offer for the people who have already bought from you.

Or if the offer you already have is suitable for people to buy again in the future, maybe now is a good time to follow-up with past clients and ask if they’d like to work with you again.

#4 Are you acquiring and using client feedback?

Don’t ask for testimonials - nobody knows how to reply to those requests.

Do capture spontaneous out-pourings of client joy and ask if you can use a screenshot of that in your marketing.

And do ask your client if they’d be happy to answer a few questions, so you can turn their answers into a testimonial to use in your marketing. My favorite question to ask is ‘If a friend was thinking of buying this, what would you say to them’.

#5 How do new people find out you exist?

The rate at which you need to grow your audience will depend on how many new clients you need to sell each month, and how much encouragement each of those new people need before they’re ready to buy. How many people would you like to sell to next month? Are they already in your audience? What about the next month? Or the month after that? What can you do to make it easy for them to find out you exist? There are people out there who need what you’re selling and would happily pay for it but they don’t know you exist yet? How can you get in front of enough of those people, so your 1-1 offer can make the sales you want it to.

#6 Do the right people know you are for them?

When you try to appeal broadly to a lot of people, it’s hard to have a deep appeal for anyone. If you don’t like the idea of niching, or you’ve struggled to do it, here’s a 10-minute training with an alternative approach to niching (video with captions, and text version available).

#7 How smooth is your sales process?

Imagine you’re a potential client.

You’ve arrived at the website.

You know this person has the potential to help you with a pressing problem or get you to a wanted outcome.

What happens next?

Do your own website audit by checking:

  • How easy is it for prospects to assess the options available to them and choose which ones they’d like to know more about?
  • If they can’t choose which option is right for them, is there a way for them to ask for your help?
  • If they want to get to know you better is there an easy way for them to keep in touch (newsletter, podcast, social media accounts)?
  • If they like the look of your 1-1 service - what are you asking them to do next?
  • And does the call-to-action button on your sales page work (always worth a click to check).

#8 Are you asking prospects to take a leap of faith?

Some people will be eager to get going and start work with you asap - and you want to make it easy for those people to take action.

But others would prefer the opportunity to make smaller commitments. Do you have opportunities for mildly interested people to escalate their investment with you?

A detailed blog post helps them invest time and energy with you- and if they feel that was worthwhile, they’ll be open to investing money.

A low-cost digital product helps them invest money with you.

A low-cost one-to-one experience allows them to invest money, time, energy and get to meet you.

This blog post about Stepping Stones Instead of Value Ladders explains how I create bite-sized offers to help customers escalate their commitment with me.

#9 Have you highlighted natural scarcity and/or urgency?

If you’re eager to acquire new clients, it might seem sensible to throw your diary wwwwwiiiiiiiiiiide open - allowing new clients to start any time they want, and having a calendar showing 3,000 possible discovery call options every week (you want to be available when it’s convenient for them, right?)

But…..

  • This doesn’t encourage clients to plan ahead, so they end up connecting with you once it’s ‘I need this right now’ urgent - passing on the stress and pressure to you.
  • You end up with a diary peppered with inconveniently positioned discovery calls fragmenting your day and diminishing your productivity.
  • Your yawning chasm of availability has the opposite effect of social proof - can they trust someone who doesn’t seem to have any clients?

Consider what scarcity or urgency already exists.

When do you want to accept discovery calls?

When do you want to onboard new clients?

How long lead time is there before clients can start working with you?

Use this genuine scarcity and/or urgency to give clients a gentle nudge to get going with their decision-making.

My course, Booked in Blocks helps with this (and it’s only £7).

#10 Is it the price?

I left this until last because it’s usually the first thing people think of when they’re not making enough money, and I wanted to encourage you to consider the other options first.

But yes, it could be the price.

For someone to buy your thing they must believe:

Value of the outcome > Investment required (which is their time, energy and money)

The price is part of that equation, but it may also be:

  • They don’t see the value of the outcome in the same way as you do
  • They perceive the time investment as being too great
  • They perceive the energy investment needed by them as too great.

What you can do to adjust each part of the equation?

And before you consider dropping the price….

Can you take out a chunk of the offer/process/package and deliver that at a lower price?

If you do drop the price, consider changing what’s included in the offer, so you continue to feel fairly compensated for your time, energy, and expertise.

Resources that might be helpful:

  1. The Adore Your Offer workbook (free) will help you think about how to package up what you’re selling.
  2. Irresistible Offers - A course that will help you create new offer, or adjust your existing offers (the Adore Your Offer workbook is based on this).
  3. First Date Offer  - A short course to help you create a low-cost one-to-one experience
  4. Booked In Blocks is a training about selling your availability in batches to add genuine scarcity and urgency to your offer.
  5. Smooth Sale-ing - A course to help you write your sales pages and brochures to create a smooth sales process for your clients.
  6. The All Access Pass is the best value way to access all my courses.

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