I stumbled across this great blog post by Andrea, so I thought I’d share it with you – Andrea does have a skill for explaining things clearly.
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In my capacity as product-creating, funnel-building coach/consultant, I hear certain questions repeatedly.
One of them is:
“If I’m offering this material in XYZ format, why would anyone buy the same material in another format?”
In this context, think in terms of XYZ usually being a lower-priced item such as a book, or, say a 3-part teleclass versus a 2 day live training event or lengthier program.
The best answer I have to this comes like so:
‘It’s a good question…tell me, what is the name of one of your favorite musicians or music groups.’
The answers here are quite fun. I’ve had everything from Andrea Bocelli, Roberta Flack, Billy Joel, The Ramones.
This answer in hand, I then ask… ‘Well, if you have their CDs or MP3s, why would you ever go to a concert?’
This way of answering is an example of a shorthand coaching moment, within what is arguably a very consulting- oriented conversation. Most consultants would not take this tack, agree?
Value comes in many forms, indeed, and not just in obvious ways. Keep this in mind as you productize or strategize your next SKUs. What name would you give the value you are creating? Is it the equivalent of a concert? CD? Other?
A great little extension of this occurred this week, wherein the coachee answered the name of their favorite band, and said in addition that it was a very sad thing that he’d never had a chance to go to a concert and they regretted it greatly! So the extra learning became available – in what manner could the ‘concert’ they were to create – live training, keynote speech, etc. – be so valuable and so rich and intense an experience, that word would get around and people would regret missing it?
Great coaching or consulting or business rule number one: have something great to say. That requires some ongoing thought, and inevitably involves finding and developing your thought leadership.
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Crafting coaching moments like this is one of my favorite activities. There are five more available in the Money and Meaning book excerpt available here.Takes less than a minute to avail yourself and – it’s as easy a read as this post was. Why not go for it?
This post was taken from Andrea’s blog. If you like it, and want to read more, go to www.andreajlee.com/blog.
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