I have this friend. Brilliant coach. Clients are queuing up around the block to work with her.
She’s completely maxed out. Can’t fit another soul into her calendar.
When I asked her about her secret sauce, she shrugged and said:
“When I do sales calls, people just love me. They know I can help them so they sign up right away.”
And there it is –
The magic of sales calls in all their glory.
On a call, you’re having a proper two-way chat. You can hear their voice crack when they talk about their struggles. They can see your eyes light up when you explain how you’ll solve their problems.
You listen. You respond. You tailor your message to address their specific doubts.
Sales calls for the win!
Except…
You don’t want to do sales calls, do you?
Turns out spending your days being emotionally available to strangers is rather draining. Who would’ve thought?
Which is precisely why coaches start YouTube channels. Why they launch blogs. Why they create courses and try to flog them over email.
But that email welcome sequence you wrote isn’t quite as effective as the sales calls, is it?
(The clue? Nobody’s buying.)
The contrast between sales calls and emails is stark.
But why?
- Your message is the same
- You’re the same person
- The prospective student is the same person
So what’s the difference?
Simple:
Most people just don’t know how to write good emails.
But look – it’s not easy. Email has it’s downsides:
- You can’t improvise
- You can’t read their body language
- You can’t respond to questions as they come up
You’ve got to be altogether more strategic in how you communicate.
Now, you’ll never be able to fully replicate the power of sales calls over email…
But you have other advantages instead:
- Consistency quality in your message
- Repeated exposure to your brand
- Using multimedia to build relationships
And a great welcome sequence plays to these advantages – introducing people to your business and demonstrating why they should learn from you.
And this applies to everyone – coaches, course creators, experts, dog trainers, basket weavers – literally anyone who wants to sell something without having to hop on calls until their ears fall off.
Namaste,
Olly