There’s a reason why coaches, consultants, and other service providers have a hard time selling their packages...
Most of them sell activities instead of results.
And here’s the problem with that: There’s no ROI attached to the activities. Because the goals of the person selling the activity are not in alignment with the goals of the prospect.
Let me give you an example...
Some time ago, Joe and I did an I Love Marketing conference. There, I met a guy that ran an SEO company for dentists. And their big promise was, “we’ll get you on page one of Google search and increase your ranking.”
Don’t get me wrong, they were really good at getting dentists to the top of Google search. But the problem was that’s the only metric they used to measure their success. And it wasn’t what the dentists actually wanted.
Think about it...
When the SEO guy calls the dentist and says, “Ta-da, we did it! Congratulations, you're on the first page of Google search for all these keywords. It was great working with you. Could you leave us a testimonial...?”
The dentist looks at the empty chair in his office and has no idea what to make of it.
And the reason he’s not as excited as the SEO guy is because his goal hasn’t been reached. Which is, getting more people into his dentist chair.
The SEO guy was focused on the activity (Google ranking), the dentist was focused on results (more people coming in). In other words, their goals weren’t in absolute alignment.
That's why, if you’re in a business that provides any kind of service to your customers, make sure you're not celebrating too soon.
Focus on what your prospects are looking for, figure out what it means delivering an ROI for them…
And then align your goals to support that result.