Do you want every prospective member to sign up for your mastermind group?
Do you understand why they don’t?
You design an amazing mastermind group (or a winning class, or a brilliant coaching program). Prospective members step forward and express interest.
And everyone becomes a paying client, right?
What happens next might freak you out. They tell you they can’t afford it, or that they don’t have the time right now. They say that it doesn’t feel like a good fit, or they’re confused about what they’ll receive for the investment they’ll make.
Your nervousness increases: what if I designed my absolute best offer and they simply don’t want it?
Whoa! Hold on there!
Take a breath. It’s not as dark as it appears.
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If you know your audience well, especially if you did your market research thoroughly, then you probably have designed a program or mastermind group they’ll want.
Most people do want to shorten their learning curve. Most people do want to share knowledge and experience with others. And most people do have areas of their lives where they want to make an important change.
So the motivation is there.
When a prospective member is hesitant to say yes, find out what they’re really thinking about. There may be unanswered questions, or more importantly, questions they should be asking but they’re not.
This is why you always put contact information in your marketing material and a Call to Action that encourages them to get in touch if they have questions. Give them the opportunity to have a quick phone call or email with you to get those questions answered.
For larger investments, like a year-long mastermind group, always conduct an interview with the prospective member so you find out their goals and needs, and hear their questions and concerns.
Some people are on a tight budget and money really is an issue. Ask them directly what their budget is, then provide them with alternatives that will fit their budget.
For others, they have a pool of money to invest but perhaps they don’t understand how working with you will give them the results they want for that investment.
Have you clearly laid out the features, benefits, and results?
And do you know which benefit or result an individual prospect is interested in the most? (It’s not the same for everyone!)
For instance, a prospective member of my Power Up Mastermind Group contacted me, wanting more information. She was hesitant to sign up. While we spoke, two things became apparent:
When prospects say, “I can’t afford it,” find out if there’s a deeper underlying reason. Always ask questions to find out what’s going on in their minds.
Like money, we definitely have a budget for time: 24 hours a day, 7 days a week.
How we spend our time is just as important as how we spend our money – perhaps more so.
Imagine you have a prospective client for a mastermind group that includes one-on-one consulting. You ask them to commit to a 6-month program because your experience taught you that it takes that long to see results. But the prospect resists a 6-month commitment and worries that they have to carve out a lot of time from an already-busy calendar. They ask, “Can I get the mastermind group without the consulting?”
This is when I start asking questions:
Some people worry that joining a mastermind group or taking a class will simply create a bigger To-Do list. And the answer is that it probably will, if they choose to apply what they’re learning in each meeting.
However, assure them that you have a way to support them as they work through their To-Do list, and that you’ll show them how to do things more efficiently and effectively, thereby reducing their overall time spent. This is why I love to marry a class with a mastermind group, which supports the students as they implement what they’ve learned.
We’re all busy. Here’s the harsh truth: we make time for the things that are important to us. Have them look at their calendar to see if they can juggle things to attend your meetings.
Prospects hesitate to buy when they’re not sure that your program is a good fit for them. If you’re promoting a mastermind group or one-on-one consulting, you will likely have a personal interview with them where you can ask questions. In a situation where you’re promoting a class or workshop, you won’t have the opportunity to ask these needs analysis questions.
How do you know if it’s a good fit? If you have the opportunity to have a conversation, you can simply ask them what their goals and challenges are, then draw a parallel between what you’re offering and what they need. If you won’t have the opportunity to have a discussion, then you’ll have to make some assumptions about your audience’s typical needs and make sure you address these common needs in your marketing material. It helps to ask previous members, clients, and students to review your sales page and tell you if something is missing.
Remember to share testimonials and case studies that highlight how others got similar results by working with you. For example, a recent student from my full-day Mastermind Success Accelerator said this:
Karyn’s Accelerator was of great benefit, providing me with the basic tools and information to start a mastermind group. I loved the concentrated full-day focus. When we were finished with the class, I had what I needed to start my own mastermind group for my clients.
People don’t always consume all your marketing materials. Sometimes they don’t read what you’ve written, or watch the video you’ve created about your offer. They have simple questions but are too embarrassed to ask. Create a frequently asked questions (FAQ) list to help them with simple questions like:
This is why people like you – who run classes, lead mastermind groups and provide one-on-one programs – understand that “no” doesn’t necessarily mean no. There’s a wealth of information underneath that “no,” if only you’ll explore for it.