The Product I Bought

Show Notes

This week I bought a product. Now, that is not unusual, you might say. But I want to talk to you about the way I bought this product.

I had been at a conference. I had been doing a masterclass with a presenter that I knew. I was already his client, and he had suggested an add on to his product. We needed it to follow on from the masterclass.

Like most people, I signed up for the free trial, but there was just something about it that did not resonate. They had the perfect sales page. It would do almost exactly what I needed it to do. It was good enough, and it was enough for me to follow on in the masterclass.

Circumstances happened that I was not actually able to follow on with the masterclass, so I just had to watch. That was fine because it was recorded and I could go back and do it, but I did not go ahead and purchase the product.

Trust Changed the Buying Decision

At the end of the masterclass I went and did some research.

There were two presenters. One presenter I absolutely loved and, as I mentioned, I was already a client of his.

The other presenter loved the add on and I think it was the product that she was really pushing. She definitely was using it and it worked perfectly for her.

My presenter had some doubts. He personally did not use the add on and told us what the glitches and the gaps were. That was probably where the trust was broken, because I definitely resonated with my presenter much more.

Research Does Not Always End With the First Option

Afterwards I went to YouTube. I checked out what other things were available that could do the same thing as this add on. I did my research and spent quite a bit of time doing it. I did not quite get where I wanted to, so I thought I would just leave it. The conference was a multi-day event, so the next day we were doing something else and I thought I would just wait and see.

Then I was checking my emails and something popped up. Not an email from the free trial, but an email from another supplier that I had been using and still use. It was a very similar product. It was an add on to their product.

When I checked back through my history, they had actually been emailing me for six months and I had never seen it. I already had their product. I thought I had deleted it. It had not sparked my attention. It was not something that I needed, so I had not seen it before. But now I did need it.

It sparked my attention, and I went through and researched that product as well. It did a similar thing, the price was similar, and it had fixed a few of the problems that my presenter had mentioned.

So guess what? I signed up for a free trial for that and then I bought the product. Up until that day I had not seen any of their sales information. I had not seen it on YouTube. I had not seen it anywhere else. Well, maybe I had seen one webinar suggestion that I had clicked on, but I had not gone through and done it.

It is About The Timing

So why am I telling you this? Because that is what happens with coaching.

A lot of people go out and do their research. They find a coach that maybe is going to solve their problem, but there is just something not there. Then they get a referral to you. That trust is transferred from the person that referred them.

Instantly you have a client. They press go. That might be to your discovery call or it might just be to a sales page. Your pricing might be exactly the same as the other people they were looking at, but it is the trust. We buy things when we trust that they are going to solve our problem. We buy things when the need to solve our problem is greater than the need to stay in that one spot.

It literally can take seconds for the person to decide on buying you as the coach. It does not mean that they have not done their research. Sometimes they have. Sometimes they have not. They have simply gone with the trust of the person who referred them.

It is the trust that makes the right person.

Your Message Does Not Have to Be Perfect

It does not have to be the perfect offer. It does not have to be the perfect video. It just needs to convey that you are the perfect person for them, or that you can solve the problem they are looking to solve.

That is why niching is so important. It does not mean that you cannot coach other people, but it does mean that your message needs to be clear and people can immediately see who you are, who you help and how you help them.

You can have more than one message, but start with one to begin with. Get that really clear so that people know exactly what you are doing. Being very specific in your messaging can really make it much easier for people to decide that you are the right person, and it also conveys that trust. It shows people that you know exactly what you are doing.

People Buy When They Are Ready

Most people do not make split decisions. They have that need. They have their problem that needs to be solved. Often we do research over months, sometimes years.

Then it does feel like a split decision because we get to almost that breaking point where we need to do something. Sometimes that journey can literally be minutes. We can have the awareness that we have the problem, we need it to be fixed, and boom, there we go.

Just like the decision to buy this software. At the beginning of the day I did not have that need. I had heard about the software. I knew what it was doing. I had heard about this particular way of doing things, but it was not something I was doing. Therefore I did not need it.

Literally within an hour of that masterclass I had signed up for the first free trial of the product. No, I did not end up buying it.

I bought product B. But I still bought a product in a very short amount of time, and that is quite often what the buyer’s journey can be.

People do not buy when you are ready to sell. They do not buy just because you have a launch. Sometimes they do, particularly in my case where I had already been a client of that person.

Your Existing Clients Already Trust You

When you are speaking to your clients, let them know that you have other things because they might be ready to buy them. You might have conveyed that trust. Often our clients will buy everything that we have because of their trust. They know what we do as coaches. They know that we have great products. They know we have great service and that we can help them with what they need.

It is very important that you let your current clients know that you have other things, whether it is a book, a masterclass or an upgraded service from what they are already using.

It is really important that you let them know these things are available.

Stay Visible Even When People Are Not Buying

Quite often we put out our posts. People do not buy and we think we have done something wrong. No. They are simply not at that stage of the buyer’s journey.

Be everywhere your audience is looking. Post blogs. Blog articles are another great way to do it because with AI, that is one of the indicators AI is using. We have heard a lot that SEO is dead.

Search engine optimisation is simply not dead because that is where AI gets its information. AI looks at your LinkedIn. It looks at your website. It looks at your social media. It looks at your articles. Guest blogging is another great thing to do, particularly if you are on directories.

Now you might think that I am saying spread yourself thin, and I am definitely not. A lot of these things can be repurposed with a slight tweak.

They become unique content, and it is amazing what you can do when you have your message on point. You can create multiple pieces of content from one thing. You might start with a video. You do the video and then get the transcript. That can be turned into multiple articles.

The importang thing is to keep showing up. Get out there in front of your buyers and make sure they know what you have to offer. Show them how you can solve their problem so they can begin to understand that they have a problem, because sometimes they do not even realize it.

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Cathy Smith Coaching

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