May 6, 2025 • 30 mins
Why aligned, high-ticket clients don’t always say yes immediately and what it really means. In this episode, we unpack the hidden decision-making process of discerning buyers and how to align your messaging with their deeper needs.
Why You Should Listen:
- Understand the Buyer’s Inner Dialogue: Learn the six private questions high-touch, high-ticket clients are silently evaluating before making an investment.
- Create Trust-Driven Messaging: Discover how to shift your content from urgency and performance to resonance and discernment.
- Support Clients Beyond Crisis Mode: Explore why stable, non-crisis clients often need support the most and how to speak directly to them.
- Build Messaging That Holds Space: Get tactical with content that reflects your buyer’s full humanity not just their ambition.
If you’ve ever been ghosted by a seemingly perfect client, this episode reveals what’s really going on behind the hesitation.
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Transcript
Episode Transcript
Available transcripts are automatically generated. Complete accuracy is not guaranteed.
(00:00):
Hey there.
Welcome to today's episode.
And today's episode is reallygonna hit home, especially if
you've ever wondered why aclient who's seen like the
perfect, most aligned, idealfit.
Was not an immediate yes.
Why they needed more time, whythey stalled, why they.
Got on the call, wanted to getall the information, did all the
steps of the process, and thenjust like wasn't ready to move
(00:20):
forward.
Because one thing that I'velearned over the years, and one
thing that I hope that youreally gained from this episode
is that it's not always aboutpricing.
Yes, price is a factor and it'sa consideration, but when you're
solving a more sophisticatedproblem dealing with high touch,
high ticket.
High trust level clients.
Price is not the onlydetermining factor that is going
(00:42):
to move somebody to wanna make abuying decision, and it's not
always about your credentials,but it's definitely not because
they didn't want what it is thatyou had to offer.
Your most aligned self-ledclients are often navigating
some deep personal unspokenquestions before they make high
level investments.
Or decide to renew a coachingrelationship and wanna continue
(01:03):
working with you.
And these aren't like thetypical standard like myth
busting objections, but they areinvitations for you as the coach
or the service provider to buildmessaging that holds space for
their full humanity.
Not just their ambition.
So I wanna pull back the curtainhere a little bit and really
give you a practical episode,walking you through the six
(01:26):
private questions that yourclients are probably asking
themselves and what it means forhow you show up in your content
and your sales process and inyour messaging overall.
So let's get into it.
I, you definitely probably wannaget your notebook or your notes
app open if you're listening tothis while you're driving.
You might wanna re-listen tothis later when you can take
(01:47):
some notes.
'cause I'm gonna give you herethe six questions that most high
ticket, high touch clients areprobably asking themselves at
while they're in the process ofmaking their buying decision.
And when we think about what arethe questions that people and
our most qualified leads areasking themselves when they're
making buying decisions, youhave to ask yourself where are
they getting those answers?
(02:08):
Are those answers currentlylisted in my content?
Am I speaking to those privatequestions in my podcast
episodes?
Am I addressing those privatequestions and handling them when
we're on the sales call or in aDM sales conversation, or are
you not addressing them at all?
And I think that as you havebeen listening to this season of
the podcast and reallydiscussing what this perception
(02:28):
gap is when you're dealing withhigher ticket.
Higher trust, more sophisticatedapproaches to making buying
decision type of clients.
Yes.
They need to know thedeliverables.
Yes.
They need to know that you canactually deliver what it is that
you're promising.
Yes, they need to be able totrust you as an individual, but
part of the job here is also toalign your messaging with the
(02:51):
how they are approaching making,buying decisions.
And we really need to startthinking differently of.
What is it that I'm selling to?
What is it that they are askingthemselves privately that is
influencing how they areapproaching making their buying
decision?
And what are the questions thatthey are thinking through and
analyzing to that is influencingtheir perceived risk associated
(03:13):
with making the investment tohire you and then.
Thirdly here, we need to startasking ourselves what are the
questions that they're asking?
And where are we giving themthose answers?
Because if you're not addressingthese things anywhere, that
might be the reason why they'renot buying.
You know, if you're putting itall on them to connect all those
dots, it's really our job.
How can we use our content toconnect those, if you're putting
(03:34):
it all on them to connect allthose dots, it's really our job.
How can we use our content toconnect those dots?
How can we use, theconversations that we're having
with these prospects to connectthose dots?
And I just wanna share with youthe top six questions that I see
come up most often.
That your buyers are probablythinking as well, and even you,
when you're making your ownbuying decisions, you probably
(03:55):
have thought some of thesequestions, because one thing I
want you to be aware of is justbecause someone doesn't say yes
right away doesn't mean thatthey're not serious.
Sometimes your most qualified,most aligned clients are sitting
with deeply private questionsbefore they make a high level
investment.
They're not stalling, they arediscerning, and they're carrying
a lot behind the scenes.
(04:16):
Question number one, am I doingenough to justify this kind of
support?
I see this question come upoften when.
Business is stable.
When you're dealing with aclient that is not in a crisis
mode, they're not necessarily inthe middle of a, a big launch,
they're not necessarily tryingto scale super fast.
They're not in a crisis.
(04:36):
They're not trying to unraveland unwind these expensive
overhead expenses or backendissues like, so they start to
really question, do I deservethis level of support right now?
Do I need this level of supportright now?
Like, is this a.
A level of resourcing that Ineed on my team and on my cash
flow and like on a monthlyexpense right now.
(04:57):
And what I notice, especiallysince I've come back to doing
more private one-on-onecoaching, is I'd say about half
of my clients are in thissituation.
They come to me in a prettystable, spacious environment.
Their revenue's probably beenconsistent over the last two to
three years.
They've been pretty lean.
They haven't made any massiveinvestments.
They're.
Not growing super fast either.
(05:18):
Like it's really like thissteady, stable type of business.
And I'll oftentimes when I'dcome across clients like this is
like, they are not, theytypically only invest when there
is a, a massive problem, likewhen they're in the middle of a
crisis.
Or they really have played itvery, very safe for a good
amount of time and they'rereally thinking to themselves
like, you know what I, I gotthis far.
(05:41):
I know how to produce the typeof results that I've been
regularly producing, but I don'tknow where to grow beyond here.
And because they haven't made alot of investments in themselves
that have maybe panned out or.
You know, it's been morepassive.
Maybe their capacities lookdifferent, which is why things
have been pretty stable.
They're really trying to askthemselves like, one, do I
deserve the type of supportright now?
Am I quote unquote doing enough?
(06:03):
Um, because there aren't thesebig fires to put out, it can
feel like, do I even needsupport right now?
Like when there isn't somethingon fire?
And this is, I think, again, acommonplace.
This is kind of like where I'mat right now when I've been
making my own investmentdecisions for transparency is
like nothing's broken.
Nothing's on fire.
I'm not in crisis mode.
(06:24):
Do I even need support?
And one thing that I've beentelling myself is that.
I need to normalize beingresourced even when things are
steady.
Like even with my therapy, mytherapist is like, when you're
in this state, this is wherebeautiful work can be created
from.
Creating from a place ofsteadiness, creating from a
place of spaciousness, creatingwhen you're not in crisis mode
(06:45):
is one of the best places todream and play with desire and
think about what wants to comenext.
And also like, especially ifyou're not used to being
resourced.
In seasons when it isn't acrisis and you also are not
allowing, you are not allowingyour past patterns to just
manufacture crisis so that youstay in a crisis mode.
(07:07):
This is a question that comes upoften for buyers.
So if your messaging only speaksto momentum and breakdowns or
breakthroughs, or like thesemassive.
Extreme states of likeopportunity.
Oftentimes those clients willassume your offer isn't meant
for people that are in thein-between or they'll really
second guess whether or notmaking that investment in
(07:28):
themselves is a smart or a gooddecision.
And again, I think this reallyboils down to the individual and
how they like to be resourced.
'cause again, I've been inbusiness now for nine years and
I'm at the point where I've hadenough.
Ups and downs and, and exbusiness experiences to know
that I wanna be well resourcedeven when things are steady.
Like I, and it's not because Ican't figure something out or
(07:52):
I'm not capable of like, makingmy own decisions, but it's just
like when you're running abusiness solo, when you, you
know, have a really lean team.
Maybe you have a VA or anassistant or an OBM.
Or maybe somebody helping youwith marketing content or a
program coach, like you haveteam members that are doing for
you.
You have nobody else around youthat is also like thinking with
(08:13):
you as a, as a solid soundingboard for you to bounce your
ideas off of.
Um, and I think that's a reallyimportant thing.
Um, it's that yes, you mightneed somebody to come in and
help you develop a skillset orto help you put out an issue or
to put out a fire.
Or to help you fix a big issuethat's going on in the business.
But the other ways in which youneed to be resourced, especially
when things are steady, is justhaving somebody else to be a
(08:35):
strategic thinking partner withyou, to be a sounding board for
you to help and hold space whileyou're flushing out your
thoughts and, and trying todecide what to do next.
That's what's been reallysupportive for me, but that's
definitely a question that comesup a lot is, am I doing enough
to justify this kind of support?
The second question that I seecome up often is, my business
isn't the only thing I'mmanaging right now, and that is
(08:56):
like the private thought that isgoing on through this person's
head.
Life is lifeing.
They might be caring for anewborn, supporting a partner in
recovery.
They might be planning awedding.
They might be moving across thecountry.
They might be navigating chronicillness or disease.
They might be caretaking for anelderly parent like I.
When life is really lifeing inbusiness is not the only thing
(09:18):
that they're managing, butthey're also managing this like
larger personal life dynamicthat is impacting their
capacity, that is impactingtheir cognitive load.
That's impacting like, yes, Ineed to grow the business, or,
yes, I need to solve this in thebusiness, but like I don't even
have the mental bandwidth tothink right now.
They're not backing out orhesitating, but they are
(09:39):
assessing their capacity.
They want to know, will thissupport actually hold me?
Or will it demand more of me?
And I think that's a reallyimportant distinction when you
are in a state where yourcapacity is very tight and very
limited because of whatever lifeis going on, which life will
always be going on, and that iskind of the question that your
(10:00):
prospect is holding.
We need to also think about likewhat type of support is best
supportive for them in thatseason.
And the skill, like if it'sprivate one-on-one, that might
be actually really beautiful'cause you can tailor the
dynamic with that individualand, and go with the ebbs and
flows of what their capacityallows.
But if you're te, if you'reselling more of a curriculum
based offer or teaching more ofa skillset driven type of.
(10:23):
Thing you really need to do yourjob and do your due diligence in
helping them identify is thisthe most pressing problem with
the limited capacity that theyhave?
And I think when I'm in themiddle of a sales conversation
with a prospect who's navigatingthat, that's a lot of what my
questioning during the salesconversation is focused around
is really helping them pinpoint.
(10:44):
Yes, you have limited capacity.
Yes, there's multiple thingsthat are going on in the
business.
One, how do you wanna beresourced?
And two, what is the highestleverage problem for you to
solve right now?
And that might be a problem inthe business, but it might just
be like the problem that needsto be solved might just be
space.
Where they can be held, like thetime with you on the coaching
(11:04):
calls or the time with you inyour meetings is for them to do
their thinking.
'cause outside of that scheduledtime with you, they don't have
time to really do deep workthinking.
So highlight the kind of supportthat frees up their energy, not
drains it and feels like anotherthing on their to-do list.
Question number three is, isthis going to create meaningful
(11:24):
momentum or just add more to myplate?
And I think this is coupled withquestion number two, but a
little bit different of how thatquestion kind of holds space in
somebody when they're making abuying decision is that they've
been probably burned before bycontainers that over promise or
underdelivered.
They've maybe, you know, hiredteam members that said that they
can do all these things.
(11:45):
And when it comes down to it.
The person really was like base,basic level.
They were having to over manage,over micromanage that
individual's deliverablesbecause their experience didn't
actually line up with what, whatthey said they could actually
do.
Like they've had some history,and this is, I think especially
true when you're dealing with amore seasoned individual that
(12:06):
you are.
Uh, looking to come on board andlooking to convert either
seasoned in their business orthey've been around the block,
like they've made multipleinvestments in themselves that
maybe have or have not pannedout.
And the biggest thing here isthat now they're just more
discerning.
They're not as naive or quicktriggered to make the buying
decision without really doingtheir due diligence.
(12:27):
They are just much morediscerning in their approach to
making their buying decision.
So they don't want necessarilymore.
Quote, unquote, of theseexternal deliverables that
people have been promising, butthey want better, they want
higher quality, they want tomake sure there's contextual
specificity.
They wanna make sure the nuancealigns with what they are
personally experiencing in thebusiness.
(12:47):
'cause again, they just areusing a higher level of
discernment to make their buyingdecision.
And I think this is kind of trueacross the board right now.
Like I feel like this issomething that I'm noticing.
With my clients, with my clientswho are dealing with their
clients is that like people arejust like not making lazy buying
decisions right now.
I think coupled with thesophistication of these
individuals that we're sellingto, many of us are not people's
(13:09):
first stop.
Like many of us are sellingsomething, uh, to somebody who
has had some level of exposureor experience to whatever it is
in some capacity.
But couple that with what'sgoing on economically right now.
Like people are just morediscerning before they make a
buying decision, and yourmessaging should show the
difference between.
Like that noise and that, um,the, just continuously focusing
(13:33):
on like, these are all thedeliverables, but really your
messaging should be doing a goodjob of supporting the prospect
through their discernment likethat.
And that's what I mean by goingat different, at greater levels
of depth in your messaging whenyou're trying to articulate not
only what you do, butarticulating your perspective to
how you do it.
And also articulating.
(13:53):
Who is the best fit at whatstate and, and what season, and
what state of time best alignswith that.
So make it clear how yourprocess is lean, strategic,
personalized, like make itreally clean and in your
messaging and, and how you'rearticulating the value of your
offer.
To align with the level ofdiscernment your buyer is
(14:14):
applying to that decisionmaking.
Question number four is, do Ineed this if I'm not actively
struggling?
And I think, again, this is kindof similar to number one, but a
a, a slightly different dynamic.
'cause this is a really big one.
They're realizing that supportisn't just for moments of
survival, but it's forsustainability.
And that's really what they'recoming to terms with.
I think again, if you're dealingwith a more sophisticated buyer.
(14:37):
And especially somebody who'sbeen more seasoned, I really
notice this being, um, aquestion that somebody is
privately asking themselves whenyou're dealing with a really
seasoned buyer.
And what I mean by that is,like, for example, I'm nine
years in a business.
Like I mentioned, when I'm evenhiring my own VA right now, I.
Or hiring team to come on andsupport me.
I am way more discerning onwhether or not I need the help
(15:00):
versus can I use ai?
Can I set up an automation orcan I just, is it just faster
for me to do it myself?
And the reason being is becauseit's like I've been around the
block.
Like I, it's not that I don'tknow how to do the thing, um, I
do know how to do the thing.
I'm just trying to discernwhether or not.
The level of effort that'srequired to do the thing, is it
worth me outsourcing it andhiring somebody else to support
(15:22):
me with it, especially when I'mnot currently in a big struggle
season.
And I think that is somethingtrue, again, when you're dealing
with more seasoned buyers, isthat oftentimes they've, they've
made the mistake of hiring outof pressure and out of impulse
before they have made themistake of hiring out of
desperation before they havemade the mistake of abdicating
themselves of the responsibilitythat they need to hold and just
(15:45):
hire somebody to come in and belike, solve all my issues.
They, they, they've made thosemistakes before.
Now when they are hiring,they're just being much more
discerning because they, theyknow that they cannot just
totally abdicate themselves ofany responsibility when they're
hiring, whoever it is thatthey're hiring.
They know that their effort andinvolvement is required.
So now they're really assessinglike, is this a big enough
(16:08):
struggle for me to want to hiresomebody to help?
And I think when you're thinkingabout how to address this in
your messaging and in yourcontent, I think really using
storytelling.
And using your content thatshows clients that investing for
stability rather than scarcity,I think is really, really
important.
Like you really need to paintthat picture of what's possible
when they choose to be supportedproactively and when they choose
(16:31):
to be, to support it with thatlevel of like background,
sophistication and experienceunder their belt.
And I think this is somethingwhere.
If you've been even consuming myown content, I've been creating
more content that's reallyaligns with this specific, uh,
internal question that prospectsare having.
'cause most of the clients thatI'm working with now have been
in business for 3, 5, 10, 15years, like they've been around
(16:53):
the block.
So I really, I can't just.
Sell to like, Hey, you need thisso you can make more money.
Or, Hey, you need this to savemore time.
Like, I can't sell to thosesurface level generic statements
anymore because my prospect isbeyond that.
Like really that contextualnuance.
More storytelling, more likeconversational dialogue and
content is really effectivehere.
(17:15):
Um, and also just reallyunderstanding like what do they
classify as a struggle?
What like, and what.
What experience have they had?
What have they already gonethrough?
What are the mistakes that theyhave made that they're trying to
avoid making with the hiresthey're, that they're
implementing now?
And it does require me reallypinpointing that, that, again,
that contextual nuance with theprospect when I'm thinking about
(17:37):
my messaging and my content, um,to make sure I'm landing where
they are for that moresophisticated in-season buyer.
But I see that question come upa lot when you're dealing.
With, converting clients andworking with clients who are
more further along, who've beenaround the block a little bit
longer, versus when you'redealing with maybe like first
time purchasers who are maybe,newer to what it is that you do.
(17:59):
The fifth question is, whatwould change if I stayed lightly
held right now?
That is the fantasy of beinggently anchored without the
pressure.
No hustle, no performance, justspace to think clearly and be
seen deeply.
So I think this is veryreflective here.
if you are selling a privateone-on-one coaching container,
if you are offering a done foryou service and you are taking
(18:21):
something off their plate likeyou're doing it for them or
you're doing it with them in avery close proximity intimacy
based type of container.
And I think here it's like,what, would change if I stayed
lightly held right?
Now this goes back to some ofthe other questions I've already
mentioned what would it looklike if I just chose not to do
this by myself?
And what would be the benefits,the pros, the cons, the
consequences, and the trade-offsof like me choosing to invest in
(18:44):
something where I do feel heldversus just being taught what to
do.
And here you really wanna showwhat it looks like to be held in
a high trust.
Close proximity type ofcontainer.
This also could work for likereally intimate masterminds or
if you're like offering anupsell to a digital course where
you're offering up like, Hey,there's a small community that
we're gonna have for anybodythat upgrades.
(19:06):
Like, think of this as likethese close proximity, intimate
based offers because they'relooking for a high trust space
for them to be held, for them tobe seen, for them to have space
to externally process.
They're not looking for anotherplace where they need to perform
and do a bunch of stuff.
Again, this is a more so again,for more seasoned buyers.
'cause a lot of the time theydon't need to do more.
(19:27):
They just need space to thinkmore clearly.
They need space to be held andprocessed through the decisions
and the opportunities that areon their plate.
'cause oftentimes, when you'redealing with more seasoned
buyers.
It's not that they have a lackof opportunities, it's not that
they have a lack of things theycould do.
The hardest part now is tryingto discern which steps they
should take next, and they needspace to process that.
(19:49):
So this is especially importantfor clients who are used to
being the strong one, theleader, the fixer, um, but them
being able to have a space wherethey can kind of unravel and
they don't have to have it alltogether.
And sometimes when you'redealing with clients who are not
used to being in environmentswhere they can be fully seen or
they can be fully held, um, Ithink this is very true, like
(20:10):
this has been very true for myown experience as a woman of
color.
Oftentimes when I'm investing incoaching containers or investing
in support, I am like one of inthe room, I'm like the only
woman of color in the room orone of few in the room.
So there's still this armor thatI'm always wearing when I'm
going into these containers,kind of just by default.
Versus like when I hired aone-on-one coach this past year.
(20:32):
I was like, I can't hide behindmy armor.
Like it's just me and this otherindividual.
It's just me and my mentor.
And there is something that thatcomes to pass when you are used
to kind of navigating in a spacewhere you're used to not being
held.
There is a different level ofvulnerability and a greater
level of trust that I think is,that takes place when you're
(20:53):
making a buying decision.
When you choose to be in closeproximity with whatever the
offer is.
And I think that, again, ifyou're dealing with that type of
buyer, who's used to having tocode switch to some degree,
who's used to having to put onthe armor, who's used to hiding
behind their intellect?
You know, investing in coachingprograms or digital courses or
whatever it is, where there itis more skillset based driven.
(21:16):
It's more like tactile in theexecution of whatever it is
they're investing in versus ifyou're holding space for like
private one-on-one, or if youare offering a, like, you know,
an intimate mastermind or a verysmall group again, where there's
close proximity, especially in aspace where they feel like they
can, that their armor is notrequired, but they, it.
(21:38):
They have to allow themselves tobe seen.
That can be very activating fora prospect.
And so what would change if Istayed?
Lightly held right now, like ifI chose to be held in that way
and chose to be seen in that wayis a question that they are
asking because it can be veryvulnerable.
But I think it's a beautifuldynamic, and again, I see this
happen more with seasonedbusiness owners'cause they've
(22:00):
been around the block.
They know how to navigate thesespaces.
They've had to navigate thesespaces being the only one.
Um, but I do think it's verytrue when I've dealt with other
women of color hiring me.
'cause oftentimes I'm the firstwoman of color they've ever
worked with.
Um, and it's just like, there'sa lot that doesn't have to be
explained because I get it.
You know, like we, there'senough shared live experiences
(22:20):
where we, I get their denytheir, the, I get the dynamic
that they've also had to endureover the years through their
investments.
Um, so just notice that,especially if you're selling a
closer proximity based offer,this is probably a question your
prospects are asking themselves.
And it's just like through ourmessaging part of the job, and I
think really effective messaginghere is really talking about how
(22:44):
we hold space for our clientsand sharing stories of what that
high trust space looks like, thetypes of conversations that come
up in these spaces and how thathelps support us with helping
them grow their business andwhat that experience like can be
really powerful for yourprospect.
The last question that I don'tthink a lot of people are
(23:04):
actively asking themselves thisquestion in this way, but this
is definitely the questionthat's coming up is, am I
protecting my peace or avoidingmy edge?
And this is the most nuancedquestion of them all, because
your prospects are reallylearning how to honor their
nervous system and honor theirambition at the same time.
And again, this is a questionthat is definitely for more of
(23:24):
that high ticket, high touch,high trust type of clientele is
when they are at a place.
And again, I think we'reseasoned business owners is
'cause they've reached theiredge and probably fallen off the
cliff multiple times in theirjourney.
And now they're like, okay, I'mtrying to balance this out.
Like I have a lot going on in mypersonal life, or maybe I'm
trying to have a baby in thenext year.
Or like I, you know, I'm dealingwith a chronic illness.
(23:46):
Like they're dealing withsomething in their personal
life, which all of us typicallyare.
And then they're also like,okay, I got to a place of a good
amount of stability in thebusiness.
I wanna grow, but I'm afraid ofhitting that edge again.
I'm afraid of like pushingmyself too hard to the point
where I burn out or I losemyself, or I get detached from
my body, like in the ways thatthey've historically done.
(24:08):
And now they're trying tonavigate that whole dynamic.
And there's a little bit of fearand hesitation in that, and your
messaging needs to validateboth, both the rest and the
stretch, both the regulation andthe healthy amount of risk that
is normal for any business ownerwho is trying to grow.
I.
I also see this come up withlike my high level perfectionist
clients who are like, I want tobe great at this and if I'm not
(24:32):
going to be great and beperfect, I don't wanna do it at
all.
They're navigating that tensionand dynamic.
They may not say, I'm trying toprotect my piece and avoiding my
edge, but the way that they actis if I'm not gonna be perfect
at this, I'm not gonna do it atall.
And they're living in this likevery extreme black and white.
There's like very little roomfor gray area.
Or there's just a lot ofhesitation and discomfort in
(24:54):
allowing themselves to be quoteunquote beginners again when
they're trying something new orexploring something new.
So really we wanna, in yourmessaging, you wanna speak to
the tension between this growthand this groundedness.
And normalizing it and puttinglanguage to it in context to
whatever it is that you offerand sell, and show that your
space and your container workingwith you honors the complexity
(25:16):
of leading while still healing,parenting, grieving,
transitioning, whatever it isthat they're navigating and
going through.
I really hope this gives yousomething else to think about.
'cause when you're thinkingabout creating content and
thinking about messaging, I wantyou to also start thinking about
what are the private questionsthat my prospects are asking
themselves when they are makingbuying decisions?
And.
(25:37):
How can I align my messaging inmy content before somebody gets
on a sales call to support thesetypes of internal dialogue
they're having with themselves?
And I really, this is what Ireally hope you take away from
this, that if a client hesitatesbefore investing, it does not
always mean that they'reghosting you.
It doesn't necessarily mean thatthey even doubt you or they
don't respect you, or they don'ttrust you, or they don't think
(25:59):
you're good enough.
Oftentimes, most of the timeit's discernment that they are
navigating.
It is life that they're tryingto evaluate and how much they
can hold right now.
Sometimes it's a sacred pause toensure they're choosing support
that aligns with who they arenow, not who they were six
months ago, a year ago, or twoyears ago, like they might be
(26:20):
trying to.
Slow down their decision makingversus, especially if they used
to be fast guns, you know, theywould hear something, yep, I
want it, da, da, da.
Buy it, dupe.
And then they immediately havebuyers' regret, like they might
be trying to change theirapproach to how they're making
buying decisions.
And again, this is what I seemost often with high trust, high
touch, high ticket offers thatyou're selling, especially if
(26:40):
you're dealing with moreseasoned and mature business
owners.
So if your messaging only speaksto urgency or peak performance
or this rapid, fast-paced growthat all costs, but you're dealing
with a buyer who is moreself-led, they are trying to
lead with full body yeses.
They are more discerning intheir decision making they may
(27:00):
not see themselves reflected inyour languaging and in your
words.
So you wanna make sure that yourcontent creates space for their
full humanity, for theirambition, their healing, their
real lived in life experiencesthat they're going through right
now.
And that's what builds realtrust.
That's what sustains those highlevel clients and makes them not
only wanna hire you for thefirst time, but makes them want
(27:21):
to repeat and rehire you andre-enroll over and over again.
And that's what turns thoughtfulmaybes into really heart filled
yeses.
This requires you naming andknowing who your prospect is at
an intimate level.
If you are listening to this, Ican guarantee there's a level of
depth that is currently missingin your messaging because you
(27:43):
are not really speaking to thatspecific person at that specific
moment in time.
And I really hope this gives yousome food for thought, for what
you can be infusing into yourcontent, into your messaging,
and just being more forthcomingwith.
And naming and claiming who itis that you serve and support,
and how your offer really alignswith that depth of understanding
that they really are looking forright now.
(28:04):
So thank you so much forlistening to this episode.
If this resonated with you, Iwould love for you to take a
moment, leave a review.
It means a ton.
It helps this podcast get out toother people just like you.
So I really appreciate it., butshare this with somebody else
maybe your business bestie.
Drop this in your group chat andreally start to think about
this.
Ask your business besties, likewhat are the questions that you
thought about before you madethe last buying decision that
(28:27):
you made?
Reflect on yourself and your ownbuying journey.
What were the questions that youwere privately asking yourselves
when you were evaluating whetheror not you were gonna hire or,
or join a program or whatever itwas?
The last investment that youmade.
Have that dialogue.
'cause you may not know thatfrom your prospects directly,
but you can definitely talk toyour business besties about what
their experience is and whattheir internal dialogue is as a
(28:49):
starting place to think aboutthis in a little bit different
of a way.
So definitely share this episodewith them.
And if you have any otherinsights or any other questions,
feel free to tag me on Instagramat isha hawk or send me a dm.
I would love to continue theconversation, but I really hope
you enjoy this one, and I cannotwait to see you in the next
episode.
Hey there.
Welcome to today's episode.
And today's episode is reallygonna hit home, especially if
you've ever wondered why aclient who's seen like the
perfect, most aligned, idealfit.
Was not an immediate yes.
Why they needed more time, whythey stalled, why they.
Got on the call, wanted to getall the information, did all the
steps of the process, and thenjust like wasn't ready to move
(00:20):
forward.
Because one thing that I'velearned over the years, and one
thing that I hope that youreally gained from this episode
is that it's not always aboutpricing.
Yes, price is a factor and it'sa consideration, but when you're
solving a more sophisticatedproblem dealing with high touch,
high ticket.
High trust level clients.
Price is not the onlydetermining factor that is going
(00:42):
to move somebody to wanna make abuying decision, and it's not
always about your credentials,but it's definitely not because
they didn't want what it is thatyou had to offer.
Your most aligned self-ledclients are often navigating
some deep personal unspokenquestions before they make high
level investments.
Or decide to renew a coachingrelationship and wanna continue
(01:03):
working with you.
And these aren't like thetypical standard like myth
busting objections, but they areinvitations for you as the coach
or the service provider to buildmessaging that holds space for
their full humanity.
Not just their ambition.
So I wanna pull back the curtainhere a little bit and really
give you a practical episode,walking you through the six
(01:26):
private questions that yourclients are probably asking
themselves and what it means forhow you show up in your content
and your sales process and inyour messaging overall.
So let's get into it.
I, you definitely probably wannaget your notebook or your notes
app open if you're listening tothis while you're driving.
You might wanna re-listen tothis later when you can take
(01:47):
some notes.
'cause I'm gonna give you herethe six questions that most high
ticket, high touch clients areprobably asking themselves at
while they're in the process ofmaking their buying decision.
And when we think about what arethe questions that people and
our most qualified leads areasking themselves when they're
making buying decisions, youhave to ask yourself where are
they getting those answers?
(02:08):
Are those answers currentlylisted in my content?
Am I speaking to those privatequestions in my podcast
episodes?
Am I addressing those privatequestions and handling them when
we're on the sales call or in aDM sales conversation, or are
you not addressing them at all?
And I think that as you havebeen listening to this season of
the podcast and reallydiscussing what this perception
(02:28):
gap is when you're dealing withhigher ticket.
Higher trust, more sophisticatedapproaches to making buying
decision type of clients.
Yes.
They need to know thedeliverables.
Yes.
They need to know that you canactually deliver what it is that
you're promising.
Yes, they need to be able totrust you as an individual, but
part of the job here is also toalign your messaging with the
(02:51):
how they are approaching making,buying decisions.
And we really need to startthinking differently of.
What is it that I'm selling to?
What is it that they are askingthemselves privately that is
influencing how they areapproaching making their buying
decision?
And what are the questions thatthey are thinking through and
analyzing to that is influencingtheir perceived risk associated
(03:13):
with making the investment tohire you and then.
Thirdly here, we need to startasking ourselves what are the
questions that they're asking?
And where are we giving themthose answers?
Because if you're not addressingthese things anywhere, that
might be the reason why they'renot buying.
You know, if you're putting itall on them to connect all those
dots, it's really our job.
How can we use our content toconnect those, if you're putting
(03:34):
it all on them to connect allthose dots, it's really our job.
How can we use our content toconnect those dots?
How can we use, theconversations that we're having
with these prospects to connectthose dots?
And I just wanna share with youthe top six questions that I see
come up most often.
That your buyers are probablythinking as well, and even you,
when you're making your ownbuying decisions, you probably
(03:55):
have thought some of thesequestions, because one thing I
want you to be aware of is justbecause someone doesn't say yes
right away doesn't mean thatthey're not serious.
Sometimes your most qualified,most aligned clients are sitting
with deeply private questionsbefore they make a high level
investment.
They're not stalling, they arediscerning, and they're carrying
a lot behind the scenes.
(04:16):
Question number one, am I doingenough to justify this kind of
support?
I see this question come upoften when.
Business is stable.
When you're dealing with aclient that is not in a crisis
mode, they're not necessarily inthe middle of a, a big launch,
they're not necessarily tryingto scale super fast.
They're not in a crisis.
(04:36):
They're not trying to unraveland unwind these expensive
overhead expenses or backendissues like, so they start to
really question, do I deservethis level of support right now?
Do I need this level of supportright now?
Like, is this a.
A level of resourcing that Ineed on my team and on my cash
flow and like on a monthlyexpense right now.
(04:57):
And what I notice, especiallysince I've come back to doing
more private one-on-onecoaching, is I'd say about half
of my clients are in thissituation.
They come to me in a prettystable, spacious environment.
Their revenue's probably beenconsistent over the last two to
three years.
They've been pretty lean.
They haven't made any massiveinvestments.
They're.
Not growing super fast either.
(05:18):
Like it's really like thissteady, stable type of business.
And I'll oftentimes when I'dcome across clients like this is
like, they are not, theytypically only invest when there
is a, a massive problem, likewhen they're in the middle of a
crisis.
Or they really have played itvery, very safe for a good
amount of time and they'rereally thinking to themselves
like, you know what I, I gotthis far.
(05:41):
I know how to produce the typeof results that I've been
regularly producing, but I don'tknow where to grow beyond here.
And because they haven't made alot of investments in themselves
that have maybe panned out or.
You know, it's been morepassive.
Maybe their capacities lookdifferent, which is why things
have been pretty stable.
They're really trying to askthemselves like, one, do I
deserve the type of supportright now?
Am I quote unquote doing enough?
(06:03):
Um, because there aren't thesebig fires to put out, it can
feel like, do I even needsupport right now?
Like when there isn't somethingon fire?
And this is, I think, again, acommonplace.
This is kind of like where I'mat right now when I've been
making my own investmentdecisions for transparency is
like nothing's broken.
Nothing's on fire.
I'm not in crisis mode.
(06:24):
Do I even need support?
And one thing that I've beentelling myself is that.
I need to normalize beingresourced even when things are
steady.
Like even with my therapy, mytherapist is like, when you're
in this state, this is wherebeautiful work can be created
from.
Creating from a place ofsteadiness, creating from a
place of spaciousness, creatingwhen you're not in crisis mode
(06:45):
is one of the best places todream and play with desire and
think about what wants to comenext.
And also like, especially ifyou're not used to being
resourced.
In seasons when it isn't acrisis and you also are not
allowing, you are not allowingyour past patterns to just
manufacture crisis so that youstay in a crisis mode.
(07:07):
This is a question that comes upoften for buyers.
So if your messaging only speaksto momentum and breakdowns or
breakthroughs, or like thesemassive.
Extreme states of likeopportunity.
Oftentimes those clients willassume your offer isn't meant
for people that are in thein-between or they'll really
second guess whether or notmaking that investment in
(07:28):
themselves is a smart or a gooddecision.
And again, I think this reallyboils down to the individual and
how they like to be resourced.
'cause again, I've been inbusiness now for nine years and
I'm at the point where I've hadenough.
Ups and downs and, and exbusiness experiences to know
that I wanna be well resourcedeven when things are steady.
Like I, and it's not because Ican't figure something out or
(07:52):
I'm not capable of like, makingmy own decisions, but it's just
like when you're running abusiness solo, when you, you
know, have a really lean team.
Maybe you have a VA or anassistant or an OBM.
Or maybe somebody helping youwith marketing content or a
program coach, like you haveteam members that are doing for
you.
You have nobody else around youthat is also like thinking with
(08:13):
you as a, as a solid soundingboard for you to bounce your
ideas off of.
Um, and I think that's a reallyimportant thing.
Um, it's that yes, you mightneed somebody to come in and
help you develop a skillset orto help you put out an issue or
to put out a fire.
Or to help you fix a big issuethat's going on in the business.
But the other ways in which youneed to be resourced, especially
when things are steady, is justhaving somebody else to be a
(08:35):
strategic thinking partner withyou, to be a sounding board for
you to help and hold space whileyou're flushing out your
thoughts and, and trying todecide what to do next.
That's what's been reallysupportive for me, but that's
definitely a question that comesup a lot is, am I doing enough
to justify this kind of support?
The second question that I seecome up often is, my business
isn't the only thing I'mmanaging right now, and that is
(08:56):
like the private thought that isgoing on through this person's
head.
Life is lifeing.
They might be caring for anewborn, supporting a partner in
recovery.
They might be planning awedding.
They might be moving across thecountry.
They might be navigating chronicillness or disease.
They might be caretaking for anelderly parent like I.
When life is really lifeing inbusiness is not the only thing
(09:18):
that they're managing, butthey're also managing this like
larger personal life dynamicthat is impacting their
capacity, that is impactingtheir cognitive load.
That's impacting like, yes, Ineed to grow the business, or,
yes, I need to solve this in thebusiness, but like I don't even
have the mental bandwidth tothink right now.
They're not backing out orhesitating, but they are
(09:39):
assessing their capacity.
They want to know, will thissupport actually hold me?
Or will it demand more of me?
And I think that's a reallyimportant distinction when you
are in a state where yourcapacity is very tight and very
limited because of whatever lifeis going on, which life will
always be going on, and that iskind of the question that your
(10:00):
prospect is holding.
We need to also think about likewhat type of support is best
supportive for them in thatseason.
And the skill, like if it'sprivate one-on-one, that might
be actually really beautiful'cause you can tailor the
dynamic with that individualand, and go with the ebbs and
flows of what their capacityallows.
But if you're te, if you'reselling more of a curriculum
based offer or teaching more ofa skillset driven type of.
(10:23):
Thing you really need to do yourjob and do your due diligence in
helping them identify is thisthe most pressing problem with
the limited capacity that theyhave?
And I think when I'm in themiddle of a sales conversation
with a prospect who's navigatingthat, that's a lot of what my
questioning during the salesconversation is focused around
is really helping them pinpoint.
(10:44):
Yes, you have limited capacity.
Yes, there's multiple thingsthat are going on in the
business.
One, how do you wanna beresourced?
And two, what is the highestleverage problem for you to
solve right now?
And that might be a problem inthe business, but it might just
be like the problem that needsto be solved might just be
space.
Where they can be held, like thetime with you on the coaching
(11:04):
calls or the time with you inyour meetings is for them to do
their thinking.
'cause outside of that scheduledtime with you, they don't have
time to really do deep workthinking.
So highlight the kind of supportthat frees up their energy, not
drains it and feels like anotherthing on their to-do list.
Question number three is, isthis going to create meaningful
(11:24):
momentum or just add more to myplate?
And I think this is coupled withquestion number two, but a
little bit different of how thatquestion kind of holds space in
somebody when they're making abuying decision is that they've
been probably burned before bycontainers that over promise or
underdelivered.
They've maybe, you know, hiredteam members that said that they
can do all these things.
(11:45):
And when it comes down to it.
The person really was like base,basic level.
They were having to over manage,over micromanage that
individual's deliverablesbecause their experience didn't
actually line up with what, whatthey said they could actually
do.
Like they've had some history,and this is, I think especially
true when you're dealing with amore seasoned individual that
(12:06):
you are.
Uh, looking to come on board andlooking to convert either
seasoned in their business orthey've been around the block,
like they've made multipleinvestments in themselves that
maybe have or have not pannedout.
And the biggest thing here isthat now they're just more
discerning.
They're not as naive or quicktriggered to make the buying
decision without really doingtheir due diligence.
(12:27):
They are just much morediscerning in their approach to
making their buying decision.
So they don't want necessarilymore.
Quote, unquote, of theseexternal deliverables that
people have been promising, butthey want better, they want
higher quality, they want tomake sure there's contextual
specificity.
They wanna make sure the nuancealigns with what they are
personally experiencing in thebusiness.
(12:47):
'cause again, they just areusing a higher level of
discernment to make their buyingdecision.
And I think this is kind of trueacross the board right now.
Like I feel like this issomething that I'm noticing.
With my clients, with my clientswho are dealing with their
clients is that like people arejust like not making lazy buying
decisions right now.
I think coupled with thesophistication of these
individuals that we're sellingto, many of us are not people's
(13:09):
first stop.
Like many of us are sellingsomething, uh, to somebody who
has had some level of exposureor experience to whatever it is
in some capacity.
But couple that with what'sgoing on economically right now.
Like people are just morediscerning before they make a
buying decision, and yourmessaging should show the
difference between.
Like that noise and that, um,the, just continuously focusing
(13:33):
on like, these are all thedeliverables, but really your
messaging should be doing a goodjob of supporting the prospect
through their discernment likethat.
And that's what I mean by goingat different, at greater levels
of depth in your messaging whenyou're trying to articulate not
only what you do, butarticulating your perspective to
how you do it.
And also articulating.
(13:53):
Who is the best fit at whatstate and, and what season, and
what state of time best alignswith that.
So make it clear how yourprocess is lean, strategic,
personalized, like make itreally clean and in your
messaging and, and how you'rearticulating the value of your
offer.
To align with the level ofdiscernment your buyer is
(14:14):
applying to that decisionmaking.
Question number four is, do Ineed this if I'm not actively
struggling?
And I think, again, this is kindof similar to number one, but a
a, a slightly different dynamic.
'cause this is a really big one.
They're realizing that supportisn't just for moments of
survival, but it's forsustainability.
And that's really what they'recoming to terms with.
I think again, if you're dealingwith a more sophisticated buyer.
(14:37):
And especially somebody who'sbeen more seasoned, I really
notice this being, um, aquestion that somebody is
privately asking themselves whenyou're dealing with a really
seasoned buyer.
And what I mean by that is,like, for example, I'm nine
years in a business.
Like I mentioned, when I'm evenhiring my own VA right now, I.
Or hiring team to come on andsupport me.
I am way more discerning onwhether or not I need the help
(15:00):
versus can I use ai?
Can I set up an automation orcan I just, is it just faster
for me to do it myself?
And the reason being is becauseit's like I've been around the
block.
Like I, it's not that I don'tknow how to do the thing, um, I
do know how to do the thing.
I'm just trying to discernwhether or not.
The level of effort that'srequired to do the thing, is it
worth me outsourcing it andhiring somebody else to support
(15:22):
me with it, especially when I'mnot currently in a big struggle
season.
And I think that is somethingtrue, again, when you're dealing
with more seasoned buyers, isthat oftentimes they've, they've
made the mistake of hiring outof pressure and out of impulse
before they have made themistake of hiring out of
desperation before they havemade the mistake of abdicating
themselves of the responsibilitythat they need to hold and just
(15:45):
hire somebody to come in and belike, solve all my issues.
They, they, they've made thosemistakes before.
Now when they are hiring,they're just being much more
discerning because they, theyknow that they cannot just
totally abdicate themselves ofany responsibility when they're
hiring, whoever it is thatthey're hiring.
They know that their effort andinvolvement is required.
So now they're really assessinglike, is this a big enough
(16:08):
struggle for me to want to hiresomebody to help?
And I think when you're thinkingabout how to address this in
your messaging and in yourcontent, I think really using
storytelling.
And using your content thatshows clients that investing for
stability rather than scarcity,I think is really, really
important.
Like you really need to paintthat picture of what's possible
when they choose to be supportedproactively and when they choose
(16:31):
to be, to support it with thatlevel of like background,
sophistication and experienceunder their belt.
And I think this is somethingwhere.
If you've been even consuming myown content, I've been creating
more content that's reallyaligns with this specific, uh,
internal question that prospectsare having.
'cause most of the clients thatI'm working with now have been
in business for 3, 5, 10, 15years, like they've been around
(16:53):
the block.
So I really, I can't just.
Sell to like, Hey, you need thisso you can make more money.
Or, Hey, you need this to savemore time.
Like, I can't sell to thosesurface level generic statements
anymore because my prospect isbeyond that.
Like really that contextualnuance.
More storytelling, more likeconversational dialogue and
content is really effectivehere.
(17:15):
Um, and also just reallyunderstanding like what do they
classify as a struggle?
What like, and what.
What experience have they had?
What have they already gonethrough?
What are the mistakes that theyhave made that they're trying to
avoid making with the hiresthey're, that they're
implementing now?
And it does require me reallypinpointing that, that, again,
that contextual nuance with theprospect when I'm thinking about
(17:37):
my messaging and my content, um,to make sure I'm landing where
they are for that moresophisticated in-season buyer.
But I see that question come upa lot when you're dealing.
With, converting clients andworking with clients who are
more further along, who've beenaround the block a little bit
longer, versus when you'redealing with maybe like first
time purchasers who are maybe,newer to what it is that you do.
(17:59):
The fifth question is, whatwould change if I stayed lightly
held right now?
That is the fantasy of beinggently anchored without the
pressure.
No hustle, no performance, justspace to think clearly and be
seen deeply.
So I think this is veryreflective here.
if you are selling a privateone-on-one coaching container,
if you are offering a done foryou service and you are taking
(18:21):
something off their plate likeyou're doing it for them or
you're doing it with them in avery close proximity intimacy
based type of container.
And I think here it's like,what, would change if I stayed
lightly held right?
Now this goes back to some ofthe other questions I've already
mentioned what would it looklike if I just chose not to do
this by myself?
And what would be the benefits,the pros, the cons, the
consequences, and the trade-offsof like me choosing to invest in
(18:44):
something where I do feel heldversus just being taught what to
do.
And here you really wanna showwhat it looks like to be held in
a high trust.
Close proximity type ofcontainer.
This also could work for likereally intimate masterminds or
if you're like offering anupsell to a digital course where
you're offering up like, Hey,there's a small community that
we're gonna have for anybodythat upgrades.
(19:06):
Like, think of this as likethese close proximity, intimate
based offers because they'relooking for a high trust space
for them to be held, for them tobe seen, for them to have space
to externally process.
They're not looking for anotherplace where they need to perform
and do a bunch of stuff.
Again, this is a more so again,for more seasoned buyers.
'cause a lot of the time theydon't need to do more.
(19:27):
They just need space to thinkmore clearly.
They need space to be held andprocessed through the decisions
and the opportunities that areon their plate.
'cause oftentimes, when you'redealing with more seasoned
buyers.
It's not that they have a lackof opportunities, it's not that
they have a lack of things theycould do.
The hardest part now is tryingto discern which steps they
should take next, and they needspace to process that.
(19:49):
So this is especially importantfor clients who are used to
being the strong one, theleader, the fixer, um, but them
being able to have a space wherethey can kind of unravel and
they don't have to have it alltogether.
And sometimes when you'redealing with clients who are not
used to being in environmentswhere they can be fully seen or
they can be fully held, um, Ithink this is very true, like
(20:10):
this has been very true for myown experience as a woman of
color.
Oftentimes when I'm investing incoaching containers or investing
in support, I am like one of inthe room, I'm like the only
woman of color in the room orone of few in the room.
So there's still this armor thatI'm always wearing when I'm
going into these containers,kind of just by default.
Versus like when I hired aone-on-one coach this past year.
(20:32):
I was like, I can't hide behindmy armor.
Like it's just me and this otherindividual.
It's just me and my mentor.
And there is something that thatcomes to pass when you are used
to kind of navigating in a spacewhere you're used to not being
held.
There is a different level ofvulnerability and a greater
level of trust that I think is,that takes place when you're
(20:53):
making a buying decision.
When you choose to be in closeproximity with whatever the
offer is.
And I think that, again, ifyou're dealing with that type of
buyer, who's used to having tocode switch to some degree,
who's used to having to put onthe armor, who's used to hiding
behind their intellect?
You know, investing in coachingprograms or digital courses or
whatever it is, where there itis more skillset based driven.
(21:16):
It's more like tactile in theexecution of whatever it is
they're investing in versus ifyou're holding space for like
private one-on-one, or if youare offering a, like, you know,
an intimate mastermind or a verysmall group again, where there's
close proximity, especially in aspace where they feel like they
can, that their armor is notrequired, but they, it.
(21:38):
They have to allow themselves tobe seen.
That can be very activating fora prospect.
And so what would change if Istayed?
Lightly held right now, like ifI chose to be held in that way
and chose to be seen in that wayis a question that they are
asking because it can be veryvulnerable.
But I think it's a beautifuldynamic, and again, I see this
happen more with seasonedbusiness owners'cause they've
(22:00):
been around the block.
They know how to navigate thesespaces.
They've had to navigate thesespaces being the only one.
Um, but I do think it's verytrue when I've dealt with other
women of color hiring me.
'cause oftentimes I'm the firstwoman of color they've ever
worked with.
Um, and it's just like, there'sa lot that doesn't have to be
explained because I get it.
You know, like we, there'senough shared live experiences
(22:20):
where we, I get their denytheir, the, I get the dynamic
that they've also had to endureover the years through their
investments.
Um, so just notice that,especially if you're selling a
closer proximity based offer,this is probably a question your
prospects are asking themselves.
And it's just like through ourmessaging part of the job, and I
think really effective messaginghere is really talking about how
(22:44):
we hold space for our clientsand sharing stories of what that
high trust space looks like, thetypes of conversations that come
up in these spaces and how thathelps support us with helping
them grow their business andwhat that experience like can be
really powerful for yourprospect.
The last question that I don'tthink a lot of people are
(23:04):
actively asking themselves thisquestion in this way, but this
is definitely the questionthat's coming up is, am I
protecting my peace or avoidingmy edge?
And this is the most nuancedquestion of them all, because
your prospects are reallylearning how to honor their
nervous system and honor theirambition at the same time.
And again, this is a questionthat is definitely for more of
(23:24):
that high ticket, high touch,high trust type of clientele is
when they are at a place.
And again, I think we'reseasoned business owners is
'cause they've reached theiredge and probably fallen off the
cliff multiple times in theirjourney.
And now they're like, okay, I'mtrying to balance this out.
Like I have a lot going on in mypersonal life, or maybe I'm
trying to have a baby in thenext year.
Or like I, you know, I'm dealingwith a chronic illness.
(23:46):
Like they're dealing withsomething in their personal
life, which all of us typicallyare.
And then they're also like,okay, I got to a place of a good
amount of stability in thebusiness.
I wanna grow, but I'm afraid ofhitting that edge again.
I'm afraid of like pushingmyself too hard to the point
where I burn out or I losemyself, or I get detached from
my body, like in the ways thatthey've historically done.
(24:08):
And now they're trying tonavigate that whole dynamic.
And there's a little bit of fearand hesitation in that, and your
messaging needs to validateboth, both the rest and the
stretch, both the regulation andthe healthy amount of risk that
is normal for any business ownerwho is trying to grow.
I.
I also see this come up withlike my high level perfectionist
clients who are like, I want tobe great at this and if I'm not
(24:32):
going to be great and beperfect, I don't wanna do it at
all.
They're navigating that tensionand dynamic.
They may not say, I'm trying toprotect my piece and avoiding my
edge, but the way that they actis if I'm not gonna be perfect
at this, I'm not gonna do it atall.
And they're living in this likevery extreme black and white.
There's like very little roomfor gray area.
Or there's just a lot ofhesitation and discomfort in
(24:54):
allowing themselves to be quoteunquote beginners again when
they're trying something new orexploring something new.
So really we wanna, in yourmessaging, you wanna speak to
the tension between this growthand this groundedness.
And normalizing it and puttinglanguage to it in context to
whatever it is that you offerand sell, and show that your
space and your container workingwith you honors the complexity
(25:16):
of leading while still healing,parenting, grieving,
transitioning, whatever it isthat they're navigating and
going through.
I really hope this gives yousomething else to think about.
'cause when you're thinkingabout creating content and
thinking about messaging, I wantyou to also start thinking about
what are the private questionsthat my prospects are asking
themselves when they are makingbuying decisions?
And.
(25:37):
How can I align my messaging inmy content before somebody gets
on a sales call to support thesetypes of internal dialogue
they're having with themselves?
And I really, this is what Ireally hope you take away from
this, that if a client hesitatesbefore investing, it does not
always mean that they'reghosting you.
It doesn't necessarily mean thatthey even doubt you or they
don't respect you, or they don'ttrust you, or they don't think
(25:59):
you're good enough.
Oftentimes, most of the timeit's discernment that they are
navigating.
It is life that they're tryingto evaluate and how much they
can hold right now.
Sometimes it's a sacred pause toensure they're choosing support
that aligns with who they arenow, not who they were six
months ago, a year ago, or twoyears ago, like they might be
(26:20):
trying to.
Slow down their decision makingversus, especially if they used
to be fast guns, you know, theywould hear something, yep, I
want it, da, da, da.
Buy it, dupe.
And then they immediately havebuyers' regret, like they might
be trying to change theirapproach to how they're making
buying decisions.
And again, this is what I seemost often with high trust, high
touch, high ticket offers thatyou're selling, especially if
(26:40):
you're dealing with moreseasoned and mature business
owners.
So if your messaging only speaksto urgency or peak performance
or this rapid, fast-paced growthat all costs, but you're dealing
with a buyer who is moreself-led, they are trying to
lead with full body yeses.
They are more discerning intheir decision making they may
(27:00):
not see themselves reflected inyour languaging and in your
words.
So you wanna make sure that yourcontent creates space for their
full humanity, for theirambition, their healing, their
real lived in life experiencesthat they're going through right
now.
And that's what builds realtrust.
That's what sustains those highlevel clients and makes them not
only wanna hire you for thefirst time, but makes them want
(27:21):
to repeat and rehire you andre-enroll over and over again.
And that's what turns thoughtfulmaybes into really heart filled
yeses.
This requires you naming andknowing who your prospect is at
an intimate level.
If you are listening to this, Ican guarantee there's a level of
depth that is currently missingin your messaging because you
(27:43):
are not really speaking to thatspecific person at that specific
moment in time.
And I really hope this gives yousome food for thought, for what
you can be infusing into yourcontent, into your messaging,
and just being more forthcomingwith.
And naming and claiming who itis that you serve and support,
and how your offer really alignswith that depth of understanding
that they really are looking forright now.
(28:04):
So thank you so much forlistening to this episode.
If this resonated with you, Iwould love for you to take a
moment, leave a review.
It means a ton.
It helps this podcast get out toother people just like you.
So I really appreciate it., butshare this with somebody else
maybe your business bestie.
Drop this in your group chat andreally start to think about
this.
Ask your business besties, likewhat are the questions that you
thought about before you madethe last buying decision that
(28:27):
you made?
Reflect on yourself and your ownbuying journey.
What were the questions that youwere privately asking yourselves
when you were evaluating whetheror not you were gonna hire or,
or join a program or whatever itwas?
The last investment that youmade.
Have that dialogue.
'cause you may not know thatfrom your prospects directly,
but you can definitely talk toyour business besties about what
their experience is and whattheir internal dialogue is as a
(28:49):
starting place to think aboutthis in a little bit different
of a way.
So definitely share this episodewith them.
And if you have any otherinsights or any other questions,
feel free to tag me on Instagramat isha hawk or send me a dm.
I would love to continue theconversation, but I really hope
you enjoy this one, and I cannotwait to see you in the next
episode.
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