Rich Coach Club

RCC 51: Pitch Your Services Clearly and Make More Money


When you hired your accountant, or your cleaner, or even your masseuse, was it pretty clear what you were going to get? How much it was going to cost? It should be – most service professionals can describe their services and prices succinctly and directly, with no extra frills or apologies or caveats.

Coaches should be no different. We’re service professionals too, people! We offer important programs, tools, and coaching that should have clear components, demonstrable benefits, and straightforward pricing.

In this episode, I’m talking about why you should channel your accountant and learn to describe your services in the clearest way possible. No apologies. No confusion. Just a straightforward summary of what you do and how you rock it. I’ll even give you some tips for coming up with a more straightforward way to talk about your services.

What You’ll Learn from this Episode:

  • Why you should study how other service professionals communicate the benefits and prices of their services.
  • How to make your coaching sales pitch more concise and clear.
  • Why you should challenge yourself to describe your services in a bullet-point list.
  • Why describing your services more clearly will make it easier for clients to hire and pay you.

Listen to the Full Episode:

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Full Episode Transcript:

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Welcome to the Rich Coach Club, the podcast that teaches you how to build your dream coaching practice and how to significantly increase your income. If you’re a coach and you’re determined to start making more money, this show is for you. I’m master certified life coach Susan Hyatt, and I’m psyched for you to join me on this journey.

Hello ladies. If you’re a long-time listener on past episodes, you may have heard me talking about shoe sale energy. Today we’re talking about a very different kind of energy. Accountant energy.

You might be like, what? I am not an accountant, Susan Hyatt, but please keep listening because on today’s episode, we’re going to focus on how you can explain your coaching services to your clients and how you can do this more clearly and directly so that people will actually understand what you’re selling and want to hire you.

So on today’s episode, you get me all to yourself, no interview segment. Just me. So this episode is going to be quick and short so you can listen, get pumped up, and dive into your awesome week.

As always, we’re starting with a segment that I call your two-minute pep talk, and this is the part of the show where I share some motivation and encouragement to get your week started off right, and I try to keep things to two minutes or less.

So have you ever hired an accountant? Maybe a massage therapist or a house cleaner? What happens when you hire that type of service provider? Most likely, you visit that person’s website or you call them or you email them or maybe you meet them in person. And then what happens? Most likely you have a brief conversation and this person gives you a very direct, very upfront, very straightforward explanation of what they do and how much it costs.

So for instance, if you’re talking to a certified public accountant, a CPA, she might say to you, I can help you set up your business as an LLC. I can file your federal and state tax return and make sure that everything’s filled out correctly and submitted on time, which hello, quarterly taxes, entrepreneurs.

I can set you up for electronic estimated tax payments that get deducted from your account automatically, so that’s one less thing for you to remember and mail in. They might also say I can help you find some deductions that you’re eligible for so you save money on taxes too. FYI, my accountant will not let me deduct all of my Shopbob.com purchases as my uniform, darn it.

They might say it’ll be $1000 for everything I just mentioned. For additional services, I charge $100 an hour. Very clear, very direct language. She’s not apologizing for selling you her services. She’s not over-hyping her services and promising something she can’t deliver. She’s not being evasive or mysterious about her pricing. She’s not trying to lure you into one thing, only to deliver a bait-and-switch and sell you something different later.

She’s just telling you what she offers plain and simple. No complication, no confusion. It’s the same when you hire a massage therapist, an aesthetician, a housekeeper, pretty much any type of service provider. The massage therapist might say it’s $120 for a 90-minute relaxing aromatherapy massage. You can add hot stones for $20.

Your house cleaner might say it’s $290 to do a super detailed deep cleaning of your apartment. This includes every little detail, even polishing your silver faucets and thoroughly shampooing your carpets with organic lavender-infused non-toxic soap. A fitness trainer might say class starts at 4pm sharp. Your first class is free and then it’s $20 per class after that, or you can get a pack of 10 classes and then the price drops down to $15 a class. Bring your yoga mat, a towel, a water bottle, and yourself. Be ready to sweat.

Clear, direct, enticing. You completely understand what they’re offering and how much it costs. I really wish more coaches would channel accountant energy. So what do I mean by this accountant energy talk? I mean describing your services and programs with this kind of clear, direct, uncomplicated language and with confidence instead of apologies.

This week, I have an assignment for you. I want you to be a communication detective. Study how other service providers, not coaches, but other professionals like accountants, house cleaners, fitness trainers describe their services. Notice their style and approach. And then try to channel this type of clear, direct energy into your own business.

So the next time you’re emailing with a potential client, could you describe your favorite service package in a simple bullet point list instead of rambling on for six paragraphs? Challenge yourself. Try this. this is a funny and true story, but a while back I decided to offer a new service called Clear Coaches Select, and this package is for professional coaches who want to get business coaching from me, and I didn’t really have time to throw together a whole big ass website about it.

So I literally just sent out an email with a quick bullet point list and the price. I was like yo, if you want to buy this package, here’s what you’ll leave with. You’ll get four one-on-one sessions with me, you get a marketing plan for the next year sorted out and written down, including dates for everything you’re doing. You’ll have a signature offer figured out, plus a lead generating plan to sell it, et cetera.

I just made a list. Here’s what you get, no big long-winded explanation, short list, done, and guess what? This package sold so fast it made my head spin. This approach was more successful than some of the more long, complex marketing efforts I’ve made in the past and it was a great reminder to me that brevity and simplicity is often the best approach.

Tap into that accountant energy, people. Short, sweet, direct, clear, confident. Think bullet point list, not memoir of your life. If you pour some accountant energy into your business, I can almost guarantee you’ll get more clients and make more money. You can do this. Pep talk complete.

Now we’re moving into the part of the show where I give shout-outs to you. Shout-outs to listeners, clients, and all the wonderful people in my business community. And today I want to give a shout-out to Heather. Heather gave me a five-star iTunes review and she said, “The first time I listened to Rich Coach Club Podcast, I was totally hooked. I started binge-listening and about midway through, I decided to start my coaching practice again.

I think it was Susan Hyatt’s two-minute pep talk at the beginning of every episode. Susan’s positive energy is contagious and so inspiring, and she made me feel like I could take on the world and have a fabulous time while doing it. This podcast is a must listen, not just for coaches but for any female entrepreneur.”

Heather, that means the world to me. Thank you so much. That’s my shout-out for today, and hey, if you have something to say about this show, come on and send an email to my team or leave a five-star iTunes review about it. Post something on social media and tag me, and you might hear your name on a future episode. I love giving shout-outs to folks in my community, so holler at me. Thank you for the love. I love you right back.

So on today’s episode, we’ve been talking about communication and before we wrap up, here’s an awesome tool you might want to check out. It’s called the wheel of copy. Google wheel of copy or check out the show notes on my website to find the link. We’ve put it there for you.

This is a really neat online tool developed by expert copywriters. It identifies core human desires like the desire to avoid unnecessary pain and suffering and the desire to acquire a reward, and the desire to feel reassured and comforted and so on. And then it shows you how to write messages centered around these desires, and then you can test different messages to see which ones resonate most strongly with your audience.

Super cool, huh? Something you might want to check out because it’s always a great idea to brush up on your writing skills. Again, it’s called the wheel of copy and it’s created by a company called AdEspresso, like espresso but for advertising. AdEspresso. Happy writing to you. Thank you for listening to today’s episode and happy summer. Do something that makes you feel rich today.

Alright, thank you so much listening to Susan Hyatt’s Rich Coach Club. If you enjoyed today’s show, please head over to shyatt.com/rich where you’ll find a free worksheet with audio called Three Things You Can Do Right Now To Get More Clients. You can download the worksheet and the audio, print it out, there’s a fun checklist for you to check off. Just three things to do. Check, check, checkidy-check.

This worksheet makes finding clients feel so much simpler and not so scary. So head to shyatt.com/rich to get that worksheet. Over there, you’re also going to find a free Facebook you can join especially for coaches. Bring your coaching practice and your income to the next level at shyatt.com. See you next week.

Susan Hyatt

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