Why Dave Doesn’t Buy Life Coaching
How the devil are you?
It’s been a while, hasn’t it?!
I’ve been busy doing….you know, stuff. You still love me, don’t you?
Phew.
I must admit I was a little worried.
Right… so what are we going to talk about today?
We’re going to talk about Dave.
Who is Dave, you say.
Dave is This Dude. He’s in a bit of a rut.
Dave is married to a lovely girl named Judy. Dave loves Judy and Judy loves Dave. But they rarely keep the neighbors awake at night anymore.
Dave is an accountant. He’s a big important one and he wears a suit to work everyday. He’s handsomely paid. His wage easily pays the bills as well as satisfying his desires for shiny red sports cars, Judy’s expensive taste in shoes and bags, and the kids’ vodka habit.
Unfortunately, Dave’s job bores him to tears.
Dave reads self-development books, reads through the exercises, thinks it would be a good idea to do them…
…then opens a Bud and sits down in front the football.
He wonders why he feels so pulled towards the sofa.
And he decides he could do with a partner in his effort to improve his life. He decides he could do with a supportive kick-up the butt. His thinks about the life coaching sales letter you dropped through his door.
Life Coaching could be just thing I need to help me get out of this rut, Dave thinks.
So he pulls your sales letter out of the trash, brushes off the old banana skin, and re-reads your letter.
It’s a good letter.
Dave feels understood. He feels hopeful. He feels like you could be the one to help pull him out of his rut.
He grabs the phone and starts to dial your number…
…and then he stops.
Why does he stop?
What makes Dave, hungry for your life coaching expertise, put the phone down and switch on America’s Top Model.
Fear.
That’s what.
Fear of what, you say?
Many things, my fine friend. Let’s address a few of them.
Dave doesn’t want to feel dumb.
Dave bought a new cellphone last month.
It’s a great phone. He can order pizzas on it with one flick of the finger. He can read www.jjjalopy.com on it on the way into work. That’s how good it is.
The salesperson told Dave that he’d need insurance.
Dave didn’t want insurance. He had heard that cellphone provider insurance is a rip off.
I don’t want insurance, said Dave.
No, you’ll definitely need insurance, said the salesperson. It covers you for everything under the sun. And you never know, do you? Here, I’ve added it onto the contract. You’ll need it, but you can cancel it in a month if you change your mind.
Dave didn’t argue.
But when he got home he felt dumb. He felt betrayed. He felt like he’d been sold.
Every time Dave has an experience like this, his mistrust grows.
When Dave reaches for the phone he thinks about how dumb he’s going to feel when he falls for that trick again.
And we all like feeling dumb, don’t we?
Yep. That’s my point.
Dave doesn’t want other people to think he’s dumb
A couple of years ago Dave got involved in a get-rich-quick style multi level marketing scheme.
He was pretty excited about it all and eager to offer “investment opportunities” and packs of overpriced vitamins to his friends and family.
This is a scummy pyramid scheme, his friends said.
No, this is different, he replied. This is a genuine investment opportunity. Look at this glossy brochure. Look at these graphs. Look at these testimonials. Look at these income projections.
It was a scummy pyramid scheme.
Dave felt like an idiot again. His friends were happy to confirm this assessment.
When Dave reaches for the phone, he thinks about his friends at the pub telling him that life coaching is a waste of money. He thinks about his friends telling him that life coaching is for wimps and hippies.
Who cares what they think? Dave says to himself.
But the truth is that he does care. And he’d love to be able to trust his instincts on this, but he doesn’t. He puts down the phone.
Dave doesn’t want to waste money.
Dave has bought a lot of rubbish in the past.
It didn’t seem rubbish in the shop but it certainly did once he’d got it home.
Dave doubts his judgement a little bit more every time this happens.
When Dave reaches for the phone, he thinks about all the bad purchasing decisions he’s made in the past. He puts down the phone.
….
Oh dear.
It appears that Dave had been kicked around a fair bit by unscrupulous business folk in his time.
This means that you are going to have to work extra hard to gain his trust. If you give Dave any reason to mistrust you, however small it may be, then the game is over.
So how do you get Dave to buy?
Here’s how…
Address his concerns
At the very least, you’ll want to bring his attention to each of these concerns and provide reassurance on each point.
Prove your trustworthiness
Be human. Include a photo on your sales letter and/or website. Tell stories from your own personal experience. Tell Dave you share the same concerns that he might have. Make it clear that you treat your clients or customers with the utmost of respect.
Establish credibility
Include testimonials from real people with real names, real faces and real businesses. Tell him with whom you’ve worked previously. Show him any qualifications you might have, awards you’ve won, or relevant impressive achievements.
Provide value
Is there anything you could help Dave out with right now? Perhaps you could include some valuable self-development tips in your sales letter or website?
What can you do to demonstrate that you can help Dave without any financial commitment on his part?
Start a conversation
It’s likely that you’ve done all of the above but Dave still isn’t ready to splash out just yet. He wants your coaching, but he still has doubts and he needs more reassurance.
Make it easy for Dave to keep in touch with you.
Put your phone number, website URL, Facebook or Twitter details on all your communication, online and off.
Provide regular useful relevant helpful content on your website and other media. Demonstrate your brand identity, trustworthiness and credibility in everything you write. Make it easy for Dave to learn from you, and to learn what a fine trustworthy person you are.
Make it easy for Dave to give you a way to keep in touch with him
In ideal world you want to collect Dave’s contact details so you can keep in touch with him and ensure that this conversation happens.
So make it easy for Dave to give you his email address, home address or phone number. Make it easy for Dave to subscribe to your blog, follow you on Twitter or be your Facebook buddy. Maybe you could bribe him – in an ethical way, of course – by offering him some free stuff if he gives you his details?
Got that?
Good. Now it’s up to you to carry on the conversation and demonstrate your trustworthiness and credibility.
Dave is most of your customers. How are you going to reassure him?
JJ Jalopy.
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Comment by David Wood
7 August 2009
Wow JJ!
I think this is the best thing you’ve written so far!
I can identify with all of Dave’s worries. I feel the same way everytime I make a purchase, especially a large one.
We all know Life Coaching can be seen as a large expense by many people.
Thanks for this. You convinced me to V.I.P. baby!
David Wood´s last blog ..Garrison Interview Guy On Circling
Comment by Tim Brownson
7 August 2009
Very, very cool article mate!
I can remember when I first did my life coach training. The complete lack of interest by the majority of coaches when it came to the sales module left me astounded. I’d spent 20 years in sales yet still wanted to know more.
It seems some people think being a brilliant coach is enough and the life coach fairies will then be organizing clients into an orderly line at their front door. Unfortunately it doesn’t happen like that which is why 80% of coaches make less than $20k!
Being able to market yourself, sell yourself and build rapport is crucial, and I mean all of those in a good way,
Tim Brownson´s last blog ..Social Networking Is Good For You
Comment by Darryl Pace
7 August 2009
JJ,
Great post. It was entertaining and full of useful information, as your posts always are. Also, I can identify with Dave in many ways.
Have a great weekend!
Health, Fitness — Darryl Pace
Fitness Product Review
Darryl Pace´s last blog ..Reversing the Plank
Comment by JJ Jalopy
8 August 2009
@David – Thanks very much mate. Your words make me happy.
@Tim – Thank you. Most of the coaches I know find the idea of marketing themselves totally icky. It’s tempting to think that if we’re good enough people will just turn up . I’ve even heard coach mentors tell beginner coaches that “if they build it, the clients will come.” This is the worst advice in the world – the advice of someone who has watched The Secret so many times that the critical part of their brain has decided it’s not needed anymore and fallen out of their ears. You need to sell yourself, or at least tell people you’re here – otherwise they won’t know, and that’s not their fault. Thanks for commenting.
@Darryl – Thanks Bro. Always a pleasure to have you round!
Comment by Avery
8 August 2009
Happy Birthday JJ!
Comment by John Ho
8 August 2009
Hey JJ,
I’m wanting your Birthday Blog Post!!
Or are you just too buys sipping champaign away? Did I spell the word “champaign” right? I don’t drink but my head can be still dizzy from time to time
)
I’ve written more than usual in my Birthday Numeroscope than usual for today as it’s our JJ Super Coach’s birthday.
Reading yourpost remind me someone once said, “There is no long sales copy, but only boring sales copy.”
Sotry telling is the greatest way to get points acirss & sinks in. And you’re GREAT at that!
Keep on your good work! Here is an mroal support shot at your arm! It lasts for your life time
) It had better be 
))
John Ho
Numerology Expert Helps Understanding Personality for Better Influence & Persuasion
John Ho´s last blog ..“”Numerology Experts Talks About Another Hint WHY Twins Behave Differently”
Comment by Anthony Lemme
8 August 2009
Dave needs to invest in himself and give his ego’s voice a rest.
I have so many people approach me for advice, take it and tell me how helpful it was and ask about coaching/consulting and then talk themselves out of it. I have a habit of saying…okay you know where to find me. Some do come back after a time but I do lose others from lack of trying.
I actually need to be more sales oriented and push a little more. But I am so laid back…maybe too laid back!
Great advice!
Anthony
http://www.anthonylemme.com
Anthony Lemme´s last blog ..A Simple Yet Effective Exercise To Awaken and Activate Your Mental Powers
Comment by Lynn Lane
10 August 2009
JJ,
Some very cool points to use on our boy Dave. He needs it too.
You know..I’ve heard about a caveman named Dave that had something dead in his cave….I can’t remember
Good post!
Lynn Lane
Success Strategies For Life
Lynn Lane´s last blog ..Discover Your Strengths For Success
Comment by Don Shepherd
11 August 2009
JJ this has to be in the top five post you have written. great stuff. all this time i thought i was Don and it turns out i’m really Dave!
Don Shepherd
Central Oregon Expert
Don Shepherd´s last blog ..Comment on Central Oregon Sagebrush Classic by Lisa McLellan
Comment by JJ Jalopy
12 August 2009
@Don – Haha… I think we’re all Dave!
@Lynn – Cheers bro.
Comment by JJ Jalopy
12 August 2009
@John – Thanks very much John. I did enjoy my special birthday numeroscope. Thanks very much!
Comment by Over 50 Singles Boomer Dating
3 September 2009
Hi JJ,
indeed, one of the character attributes I make a point of displaying massively with both my Grief Recovery work and my Dating and Relationship coaching is….
COMPASSION
humor, yes
with you, babe, walking that path, several miles ahead, yes
most of all?
COMPASSION
I am WITH YOU
it’s not your fault
I HEAR you
YES
You’re right
You have courage
Affirm
Acknowledge
Receive
Build Up
NOW we can help and take actions.
Care without judgement
Happy Dating and Relationships,
April Braswell