One of the questions I get asked the most is “why hasn’t my coaching business taken off yet?” followed by “why aren’t my offers selling online?”.
Well social sellers, it’s not about knowing your ideal client inside out or that you’re trying to build a course before you’re ready.
In fact it has nothing to do with your offer and everything to do with YOU and your audience. In order to sell on social media you need to call your warm audience to action!
As a private practice owner you know that you’re responsible for filling several roles within your company on any given day. When it comes to selling online offers, you need to understand that among other things, you’re now a bonafide sales professional.
Don’t worry, it doesn’t have to be scary & you don’t need another degree - seriously. So what do you need?
What’s a Warm Audience?
Warming your audience up is simply the process you’ll take them through to have them ready to interact with you online and buy your offer. Warming up your audience can help you to:
reduce product shock around your offer
lessen second guessing by increasing product and brand awareness
create true fans of your brand who can be sources of reference and visibility
Myths to Know
When it comes to social selling you might hear myths that are misleading at best. Let’s bust em!
“You need a large audience”
“You need sky high engagement”
Ultimately, these myths are just misconceptions that exist in this space. How you show up to serve is far more important than the size of your audience/following.
While your engagement can be a great way to gauge how warm your audience is to particular offers & topics it’s important to understand that when we sell online or engagement rates naturally decline. There are people watching you online who will buy your offers without ever liking, commenting or chatting with you in the DMs.
Warm vs Cold
To identify a warm audience watch out for these signs and cues:
Buying ahead of and during sales periods
Commenting on posts
DMs are lit up
Reaching out for help/support
Voting on your Stories
Any and all other interaction
You're getting paid
Conversely, here’s what you may be experiencing on Instagram with a cold audience:
Only liking posts
Lack of DMs
0 interest in offers, feeler content is a flop
No interaction on feed
Going from Cold to Warm
Allows you to create strategic content easily
Confirms language nuances between audience and you
Identifies pain and pleasure points
Considers audience wants and needs
Values audience input
Make use of market research data
Within your audience via engagement features
With other professionals for networking and collaboration opportunities
New offers coming soon
What you're working on
Screenshot the hype
Share X days until ABC
Ask for the Sale
Use your content marketing to sell for you while understanding you’ll need to sell both directly and indirectly. Ensure your content marketing strategy includes:
Problem Aware and Solution focused content
Problem Aware: Reminds people of where they’re currently at / what they’re experiencing / their fears
Solution Focused: Reminds people of where they want to be / their desires / why they will pay money
Positions you as an expert
Provides a mini transformation for them to get a small taste of what it’s like to work with you
Positions you as an authority
Shows you’re doing what you say you do, leaves the impression you’re a leader
Personal Connection Points
Positions you as a relatable person
Share brand icons & elements of your real life to personalize your brand
And then you’ll also need to sell — indirectly and directly.
Indirect sales = Mentions that allow your audience to come to their own conclusion to purchase with you
This looks like talking about your programs/offers/services as they’re happening in real time. Talking about the transformations your clients are experiencing and the success you’re seeing by practicing what you preach.
Direct sales = Offering a direct pitch and call to action for a prospect to take
This looks like straight up, shamelessly selling. Remember: Selling is serving.
Are You Lacking Confidence in Sales?
Remember social sellers, if you can become marginally better at marketing and sales you can exponentially increase your bottom line. My advice to you is to STOP spending time perfecting your ideal client avatar or your offer itself and start experimenting with selling online.
I’d love to help you with selling your offers with clarity and confidence online! My recommendation is to create a Confidence Card for your offer to hone in on what you’re selling and ensure you’re sharing clear messaging each time you show up to a sales call, a sales page or live video to sell online.