When a prospect hires you, what are they buying? Your product? Your program?
Sure, but only to a degree. When a prospect hires you, they’re really buying certainty.
Ultimately, certainty is a combination of clarity and confidence.
- Clarity of where you’ll take them
- Confidence that you’ll actually get them there
When a sales appointment doesn’t end in making a sale, it’s usually because the prospect doesn’t feel certain about you or your coaching program.