One of the key things that hinder coaches from selling their programs successfully is the wrong mindset towards sales. The mind is very powerful and influences most of the things we do – if not all. It is the force that that propels us to succeed. At the same time, it can be the root of perpetual failure. It all depends on how you use it.

Carol Dweck in her book, “Mindset”, identified two types of mindsets: a fixed mindset and a growth mindset.

A fixed mindset has to do with a perpetual belief in something that you aren’t ready to change. You are not flexible to changing dynamics of your market. You hold on to the thought that what has been will always be. People who have a fixed mindset achieve limited success in life and business.

A growth mindset is a flexible mindset. It makes you look at things in a different way.  If you possess a growth mindset, you always look for ways to change and improve on things.

Now that’s by the way.

I have seen so many coaches struggle with sales because of the wrong mindset. They have an unchanging belief in myths about sales. This has made them very unsuccessful at sales.

The truth is this: If you have the wrong mindset towards sales, you can never succeed at selling. You can be the best coach in the world, have a life-transforming program, or great at churning out awesome sales scripts. But they don’t deliver sales results if you have the wrong mindset.

As a matter of fact, 80% of successful sales depend on the right mindset. The remaining 20% is a function of the right sales techniques. The wrong mindset about sales is a sure path to failure, again and again.

Over the years, a lot of coaches have been limited by some mindsets. It has hindered their success in making sales. Let’s take a look at some of these mindsets and how you can deal with them.

1. You Must Be a Sales Guru Before You Can Make a Sale

You know what, that thought alone might be why you haven’t made your first successful sale yet. You believe that there are people that are naturally endowed with the gift of selling. You see them as so good that they can sell ice to Eskimos. Then you look at yourself, you couldn’t even get yourself a date. So how in the world can you convince someone to sign up for your coaching program?

Let me help you. Nobody was born with the ability to sell. The guys you look at as gurus today weren’t always good. They started somewhere and worked their way to become the gurus they are today.

Your Sales Skill

Think of selling as a skill you need to learn. When you are learning a new skill, you don’t wait to be perfect to start practicing. It might take time to perfect the skill. But, you don’t have to wait to begin to use it.

Don’t get me wrong, the first time is always the hardest. There are a million things going on in your mind at the same time. What to say, how to respond, the tone of your conversation, you name it. Your heart paces like it’s going to pop out of your chest.

I’ve been there too. I remember the first time I had to get on a sales conversation with a prospect. I was a bit anxious and nervous too. Trust me, I still feel that a little sometimes. But, that first time, it was a heck of a horse race going on in my head. Regardless of what was going on, I kept saying to myself “I’ve got this. I can nail this sale.” And guess what, I did. Subsequently, it got better.

You don’t need to be a guru to make a successful sale. Get on the phone and have that conversation with your prospective client. Even if you make mistakes, give yourself time to get better. When you do it over and over, you improve your selling skills. Nobody is ever born a guru at anything. You have to take the first step and the next…and the next… till you become great in the art of selling.

2. You Must Succeed More Than You Fail

Being success-driven is a good thing. It’s an admirable goal to aim for. After all, no one starts out to fail. I could give anything to never experience failure in my life. But, hey, those are only wishes. Truth is, we fail sometimes, even if we planned to succeed.

Failure isn’t such a bad thing if you see it from a positive perspective. As a matter of fact, you only failed because you dared to try. The good thing about failure is that it presents an opportunity to learn and get better.

Always thinking that you must succeed more than you fail has its downside. It creates an air of desperation. And when it comes to selling, it always gives you the result you are running away from – failure.

With this mindset, you approach a prospect with the wrong energy. In your mind, you’re like, “I must get the prospect to say yes!” What follows is that you unconsciously become desperate and pushy before the prospective client. And you know what? They will sense the air of desperation and give you a definite “NO”.

Think about it. If you’re a prospect and you feel you’re being bullied to buy something, won’t you resist? Even if you intended to buy before, the desperation you sense gives you a nostalgic feeling that something isn’t right. The moment you begin to have that misgiving, your defenses go up to the roof. That’s the exact same feeling prospects get when they sense desperation from you.

Let me help you. The fact that you are on a sales call doesn’t change who you are. You are a coach and not a used car salesman. For you, it’s more about getting the client to see how interested you are in seeing them live better lives. It’s not about their “yes” or “no”, it’s about the transformation you’re glad to sell to them.

When you don’t worry about succeeding or failing, you create a relaxed atmosphere for your prospect to interact with you. Except when there are unresolvable objections, your sales conversations always get successful with this approach.

3. Potential Clients Don’t Want to Be Sold

Forget whatever you’ve been told about this, it’s all a myth. Potential clients want to be sold! Okay, let me put in a way you can understand better. Potential clients need you to give them a good reason why they should sign up with you. Does that make sense? I’m sure it does.

Imagine you’re a contestant in the Last Comic Standing (I’ve come to fall in love with that show though). You’ve just been called up to make a performance. And then you say to yourself, “this crowd doesn’t want any of my jokes”. How do you expect to get their votes? They are all warmed up and ready. The host has told them a lot about you. All you need do is open your mouth and do what you can do best.

That’s how it is with your prospective clients. They are all warmed up from consuming your marketing contents. They have read and heard a lot about your program. All they need is a little convincing from you that they are making the right choice.

What prospects don’t want is to be lied to. You have to be completely honest with them. People get pissed when you try to sell without integrity. They just want the truth and you have to give it to them.

Prospects are interested in how your coaching program can transform their lives. They don’t need a sermon on how good a coach you are. They may know that already. They want to know exactly what they are signing up for. When you can convince them of the honest benefit of enrolling as clients, they are fired up to sign up with you.

So, they want to be sold. They only want you to do that with integrity.

4. You Need to Lower Your Price to Attract Paying Customers

If you believe that lowering your rates is the answer to your sales problem, you have something else coming at you. That belief shoots a hole right through the heart of your business. It is very wrong to believe that lowering your price will solve your sales problems. The hard truth is that it compounds the problem. I will tell you why…

Price for Quality

When it comes to value, money isn’t a problem. Most clients attach value to a program by the amount they paid alone. Yes, that’s a reality. They feel that when a service is priced high, then it must be valuable.

When you reduce the price of your program, it sends a message of reduced value. Prospects begin to see that the program wasn’t valuable after all.

The focus word of this business is VALUE! It’s not the dollar amount; it’s the result your clients get.

Stop thinking that a low price will amount to more sales. Your coaching program is not a product, it’s a service. As such, charging low does not guarantee increased sales. Focus on creating value for your clients and have fun charging high prices.

5. You Must Have the Perfect Sales Pitch

Getting on a sales call with a rehearsed sales script is a no-brainer. It’s a very bad idea to pitch prospects on a sales call. Sure, you have to know what to say and how to answer questions from prospects. But making it scripted, that’s a big NO.

When you use a structured sales script, you sound canned and inauthentic. Just like when you’re desperate, prospects can easily figure out that you are using a script. And the next thing is resentment and indignation.

The best approach is to converse and interact with the prospect. Have a warm and relaxed discussion with them. Let it flow naturally. Be sensitive to always know the direction the discussion is going. If you notice a diversion, find a way to get the discussion back on track.

So, get your mind off having the perfect pitch before you go for a sale. Have a relaxed conversation. You even get to know if they are a fit or not. That will create rapport and trust between you and the prospect.

Deal With Every Wrong Mindset Hindering Your Success

I said it before, and I will say it again: you are likely not succeeding in sales because of a wrong mindset. They may have been developed from the things you’ve heard or even your personal experiences. But the truth is, life evolves and so does the ways of doing things. Some of these beliefs may have worked in the past, but time has changed a whole lot of things. So, you need to rearrange your mindset.

Remember, to be successful in sales:

  1. You don’t need to be a guru.
  2. You mustn’t pursue success in sales with desperation.
  3. Never think that prospects don’t want to be sold.
  4. Never lower your price because you want to attract prospects.
  5. Forget the script and relate to prospective clients.

Getting rid of these wrong mindsets is your gateway to successful selling.

As always, we’d love to help you deal with this mindset and set you on the path of business success. We have an awesome mindset coach that will walk you through your mindset issues. To book a breakthrough session, click here or use the button below.

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