By Karyn Greenstreet
Posted in:Marketing Your Mastermind Group
It’s difficult to determine exactly why someone doesn’t join your mastermind group without correct information. As a facilitator, you can jump to conclusions about why a person doesn’t join your group. Then you make changes based on those assumptions, without considering whether our assumptions are true — or if there could possibly be another reason you hadn’t been aware of.
Over the years, I’ve discovered that it’s likely one of these four reasons:
People might not join your mastermind group because your program isn’t perceived as a good fit for them. When they look at your marketing materials, it doesn’t match their needs:
All of these problems can be fixed by crafting your sales page or brochure so you are crystal-clear about these details. However, if the problem is that they’re not the right audience or they don’t think they’ll be working with peers, then you need to rethink the design of your group.
For some people, the cost of a mastermind group doesn’t work for them. There are many reasons why this is true, and it’s not just about your group being “too expensive” for them. Often I’ll see facilitators assume their mastermind group fee is too high and lower it, only to find that it makes no difference in the number of new members they get.
Anytime you purchase something, you compare the price you pay to the value you receive. That value can be practical results you expect and emotional value as well. Some people will happily pay $300 for a sweater while others expect to pay$60.
By getting clear on the value of your mastermind group, you can price accordingly.
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During the sales process, when you’re inviting an individual to be part of your group, mistakes happen. The act of “selling” is simply having a conversation with a potential member to discover what they want/need, then determining if your mastermind group will help them get the results they seek.
Many facilitators are uncomfortable having sales conversations — they don’t want to appear “pushy.” But inviting a prospective member to join your group is not the same thing as manipulating them to say yes, so erase those fears if this sounds like you.
Not everyone is ready to become a mastermind group member. It doesn’t mean they’ll never become a member — it only means that now isn’t the right time for them. There are several phases that a person goes through from being a “prospect” to becoming a member.
Sadly, I often see facilitators act as if every person they meet should be a hot prospect ready to jump into a mastermind group. They meet a new person and immediately offer them a seat in the mastermind group, without building trust and rapport first. When you are selling services (whether it’s mastermind groups or coaching or consulting), it’s a personal experience for the buyer. They want to feel confident that you are the right person to work with. They are in the early phases of the buying cycle and not ready to make a decision yet.
Or, they love your mastermind group, but they have other commitments right now. They’d like to join later.
Now you have some strategic ways to look at your mastermind group design, pricing, marketing and sales, and determine why prospects aren’t buying. Once you fix these problems, it will be much easier to fill your groups!