One of our coaches and mentors, Rich Litvin, often talks about the 4 sales in coaching.
#1 – The 1st sale is to yourself as a coach. You have to be enrolled in your own value and ability to serve others powerfully.
#2 – The 2nd sale is to the conversation. You have to connect with someone first and then enroll them into giving up their most precious resource (time) with the promise that you will help them in some way.
#3 – The 3rd sale is selling your service. And this is the sale most of us focus on. Yet this sale is predicated on the power of the previous ones.
#4 – The 4th sale is to your potential clients family, friends, advisors, etc. – anyone else they speak to before or soon after they pay you, because if your client can’t explain exactly how you’re going to help them do awesome shit, they’ll likely undermine the sale.
I love this model because it really asks you to look at how the enrollment process is a series of creations instead of building up a ton of pressure on the one big SALE. But I don’t think this model goes far enough. I think there are a few more sales that occur. Read more