The pre-call "beta traps" that cost salesThe pre-call "beta traps" that cost sales

Many years ago, I read a book called selling called "Pitch Anything."

And, while it doesn’t 100% apply to the same 1-on-1 sales conversations Coaches go through (the author - Oren Klaff - typically talks about using the system in corporate pitches), there were a few gems I found very helpful for closing more sales.

One of these gems he talks about is “status.”

And it’s funny because, as a copywriter I know how persuasive your pitch can be when you tie an “increase in status” with buying your product.

But I’d never thought about doing it in a sales conversation.

Here’s what he says…

“If you hold high social status, even on a temporary basis, your power to convince others will be strong, and your pitch will go easily.”

Powerful advice.

But how does this apply to us Coaches?

Well, what I’ve found when getting on a call with a prospect, if they see me as an expert, they’ll be much easier to sign up.

This is why I love email.

Because whenever someone books a spot in your calendar from one of your emails, you know they’ll have consumed your content.

And therefore, you’ll know they’ll see you as an expert.

You’ll have high status.
But on the converse…

If you run a funnel (i.e. a “consult funnel”) that has people booking an appointment only minutes after they’ve seen you/your Facebook ad for the first time, these prospects will be much harder to close.
The reason?

You have no status in their mind.

More:

Oren then gives some advice on how to maintain high status in a sales conversation.

Here is one of his tips…

“Avoid beta traps at all costs.

A beta trap is a subtle but effective social ritual that puts you in the low-status position and works to keep you there, beneath the decision maker you have come to visit, for the entire duration of the social interaction.”

Or another way of saying that is…

As the expert, you always need to maintain that elevated status if you want someone investing high-ticket.

You don’t want to fall into a “beta trap” that gives your prospect a higher status than you.

Which makes sense because - why would someone invest in you if they don’t feel like you’re an authority with higher status?

They won’t.

Let me give you an example of how The Aussie Hermit fell into a beta trap that nearly cost me a $6k sale.

Here’s the story:

A while back I had this very well-known, 7-figure Coach apply to work with me.

I checked out his app, and then told him “everything looks good, let’s book a chat to see if it’s a fit.”

What did he say?

“Great, here’s a link to book a spot on my calendar?”

To which I did.

First mistake.

The reason?

As the expert with the solution he needs, he should be chasing me and booking a spot on my calendar.

Not the other way around.

By fitting myself into his schedule I immediately gave away status.

Here’s what happened next:

When I rocked up to the call, there were 3 people there (him and his 2 business partners).

Then before I could take control of the call they start speaking.

They start asking me questions to find out if I’m the right fit for them.

In other words…

They were qualifying me!

Another big mistake.

As the expert, you are the one that needs to start the call off with intention. You need to tell the prospect why you’re here and what the outcome of the call is going to be. And you need to do that from the moment the call starts.

By letting them take control - by letting them start to interview me and ask me to explain why I’m a good fit for them - I lost status once again.

The good news is, I was able to take back control and re-elevate my status by turning the questions around on them.

Then, by the end they were signing up.

But it was very “touch and go,” and I wouldn’t have been surprised if they said “no thanks” with the mistakes I made.

Never again.

And, hopefully, never again for you too…

Always maintain that status throughout the sale.

Make prospects apply to work with you.

Make them book a spot on your calendar.

And make them sell themselves to you on the call.

Of course, there are many more ways to elevate status throughout your sales process - these are just some of the more obvious.

For the rest?

Well, that’s what my 15 Minute Client program is for.

Inside I show you how to send a very *specific* kind of daily email that elevates your status even above the biggest gurus in your industry.

An email that works great even for totally unknown Coaches.

But the best part?

That’s just one of a myriad of different types I show you how to send to get high-paying clients with email.

To know when spots open next, simply put your name on the waitlist here:

https://The15MinuteClientWaitlist.com

-Luke Charlton
The Man Cave, Canberra