Are You a Change Agent Whose Clients Don’t Change?

 It’s like serving a meal, and your guest won’t take a bite!

When you became a change agent (such as a coach, trainer, or consultant), it wasn’t just for the money, was it? Most of us in this industry were driven to become change agents because we desire to help people make positive changes and forward movement in their lives.

That is also what drives us to reach our clients in the most effective ways possible, to ensure those positive changes.

Recently, I watched Andrea Lee’s Wealthy Thought Leader Conference through simulcast, and she shared two concepts you must consider in order to be an effective and successful coach: consumption and breakage.

Consumption is the first step that clients must take in the change process. They must “consume” your product by reading articles, attending classes, listening to MP3s, watching videos, doing homework, and/or actively participating in your group coaching program.

The customer who consumes your product and implements your coaching and teaching becomes a happy customer who is more likely to buy from you in the future, because she has seen results. Generating this kind of customer loyalty is extremely beneficial for a business because as you know, it is cheaper to keep happy, paying customers than it is to find new ones!

Then, there is breakage: a customer buys your product or service, but does not use it. For example, she purchases your 6-CD package complete with a workbook, but she never even opens your package. She signs up for your teleclass, but doesn’t actually attend it or download the recordings.

Breakage and consumption are the two different sides of the same coin — if your clients don’t consume, what you have is breakage.

Maybe you’re thinking “What’s so bad about breakage? After all, you made money from the sale!”

The problem with breakage is that more than likely, that particular client will not be buying from you in the future, so you lose those upselling opportunities.

 They probably will not buy from you again because:

– In their minds, they have already spent money on you, and it didn’t get them anywhere.

– They did not experience any change that was guided by you, the change agent.

– They don’t discover how wonderful your material is, or how life-changing your message, because they simply did not consume it.

Even worse, when there is breakage, you lose a pivotal opportunity to build customer loyalty and create a long-term client relationship.  You lose your chance to acquire raving fans.

What can you do about this? How can you ensure that your customers consume what they purchase, so that your client relationshipsare as mutually beneficial as possible?

Make consumption part of the offering. Then, consumption becomes the product!

This is an integral part of the Finish Agent System.

Through utilizing Finish Agent, your primary offer becomes the power to get something done in your expert field.

Clients are then attracted to you because, despite knowing what they should do, they had found themselves procrastinating time and time again, and making excuses for not getting their important projects completed. They are sick and tired — of themselves.

The possibility of actually taking action, making positive changes, and experiencing success is what attracts these clients to you – your teaching is still important, but actually secondary.

You, as the change agent, help to create sustainable change for your clients.

Finish Agent is the vehicle to help you increase consumption and reduce breakage: secure loyal clients, and become an unusually effective change agent.  

Serve your clients the meal they really crave, and they’ll keep coming back- for seconds and thirds!

Have you lost customers because of breakage? How do you ensure they actually consume what they buy from you? Please share your experience in the comments section below!

Are You a Content-Creating Machine or a Coach? How I Survived My Year from Hell!

Do you love creating content for your programs?

Do you enjoy constantly inventing new, innovative products and formulating creative ways to package your offers – week after week and month after month?

I’m sure that, in the beginning, you felt an absolute high from building your business and sharing your work and passion with the world. When you launch a new product and get great results, the experience is incredibly satisfying!

But do you think that you will continue to love this process of creating content and innovative products year after year? What happens if you become burned out?

Or, what if (heaven forbid!) something goes wrong in your life and you suddenly aren’t able to create a new product launch or write content every week?

For five years, I regularly wrote a newsletter. And for nearly two of those years, I was writing those newsletters once a week. But somewhere along the way, I grew tired of the process of creating that content, so I began slowing down my output to biweekly… and then to monthly.

And then, life happened.

My back started hurting, and the pain became worse and worse. Sitting down was incredibly painful – so my options were to either stand up or lie flat.   As you can imagine, my physical limitations affected my ability to work all. (Try typing on your laptop while lying down!)

I endured a year of pain and frustration while the insurance company postponed my much-needed surgery for what doctors later discovered was a bone spur sticking into my spine. When the time finally came to undergo the procedure, I was hopeful that my hard times were about to pass.

However, during this same time, my father faced his own health challenges and had triple bypass surgery.

And then, to top it all off, I had to go through a divorce.  I recovered from the back surgery alone.

It was a rough year.

It wasn’t quite the optimal situation for creating content, or new innovative products to inspire the masses, and keep my revenue flowing in.

Thank goodness I had a system in place that literally saved my business throughout that year from Hell! It made money for me while I was unable to work… and without it, I just don’t know what I would have done.

What was this system? A unique membership site that I had created and that didn’t require continual formation of content. Instead, this site focuses on the process of getting things done.  It is completely focused on helping people to move into (and remain in) action.

And why is it so effective? Because based on my work with thousands of professionals, I know that once you come to terms with exactly what it is that you want to do in the world, you’ve only taken the very first step.

What comes next is the arduous task of taking that official first step, and then the next, and the next, and the next, and continuing to progress forward even as you face external and internal barriers along the way.

If you can find a way, like I did, to pair your teaching with a method that guides your clients to take those consistent steps toward achieving their goals, I suggest jumping on it. Not only for their success – but for your own!

You just never know when life is going to throw you for a loop… but with a program in place like the one I’m talking about here, you don’t have to stress about the bills along with everything else that’s going on!

Check out this screenshot of a Progress Page for one of the 40 groups that are a part of my membership site, the Academic Writing Club. (http://academicwritingclub.com). I offer this program through my first business, Academic Ladder, Inc., which serves professors and grad students wrestling with writer’s block.

See all those little green checkmarks? Each one represents an actual day that members logged in and worked toward their goals, allowing them to effectively monitor their progress toward successful goal achievement.

(And, did I mention that I don’t even have to run the site? The entire program is run by two managers and 13 coaches!)

And here’s where it gets good:

I have created an opportunity like this just for you.

You can do the same thing I did! You can “weatherproof” your business against the storms of life, by creating a get-it-done, process-oriented membership site, customized to your niche, your clients, and your teaching!

Below is a screenshot of the same Progress Page as above, but this one is from my new site (Finish Agent), which licenses membership site software to you, the business owner. (This example is customized for Zoom Crew, an up-and-coming business.)

I will be offering more information about this spectacular opportunity for you in the upcoming weeks, so stay tuned!

In the meantime, start celebrating this: you can earn a living without having to create content! How would you spend your time if you had a membership site making passive income for you? What would it be worth to you to weatherproof your business against the storms of life? Please leave a comment below!

If you have questions about how I run my membership site or about how to license the software from Finish Agent, please enter them below or email me at info@finishagent.com.

And by the way, my back is much better now, and so is my life!

Membership Websites Based on Group Accountability, Not Content? YES!

It’s so hard for me to listen to experienced coaches, trainers and mastermind leaders say that membership websites are too difficult to maintain, and ultimately end in failure.

Of course, they believe that the only way to have a membership system that can give you any kind of online income is to base it on creating and providing great content, month after month, forever.

First of all, let me define “content.”  That word is used to mean articles, PDFs, recordings of classes, and videos that teach you something.  Content is wonderful; it’s how we learn.  I’m a big fan of content.Membership website all content

The problem is that the person running the membership system has to come up with content.  For many, that is fun.  They love to teach and train.  BUT, and this is really a big but, what if you get tired of providing content?  What if you get tired of people signing on, downloading your content, and leaving?  What if you have not stockpiled a lot of content and you happen to get sick, or a family member needs you, or you want to take a long vacation?

The fact is that the person in charge of the membership website often just burns out.

That’s why I developed member software and a system that does not rely on content.  Of course, it does allow you to put content in it.  But it relies more on the process of getting things done, by providing an online accountability system that creates a support network with deep bonds, and a community that keeps your clients on track.

When the process of getting things done is front and center, the dynamic of a membership site undergoes a huge shift.  People will then rely on their small group and their online coach for support, encouragement, and reminders of what they should be doing on a daily basis (I’ll save my “daily accountability” secret for another post).

 

And as you see on my home page, I have already used this system to grow a membership site that has well over 400 members paying $70 a month (or less with long-term plans).  Many people have stayed with my site over four years.  The reason they stay is that the site is amazingly effective.  They have had incredible breakthroughs that they never would have had alone.  and have been able to make more progress in their lives and careers than ever before.  See the testimonials page for just some of the thousands (yes, thousands) of comments from the incredibly grateful and excited members of my Academic Writing Club have written.

And right now, I do none of the hands-on online coaching.  I have 10 coaches who do that for me.  How’s that for a source of passive online income?

 

Please post below what comes to mind when you think about running a membership site — does it seem worth it to you?

This time it’s true: I earned over $100,000 last year in recurring income

I was very busy in October.  First I attended Andrea Lee’s Wealthy Thought Leader Event (she magically pulls creativity out of your head) in San Francisco. Then two weeks later I traveled back across the country to Lisa Sasevich’s Big Mission, Big Sales, Big Life Event in San Diego.

Never mind all the wonderful ideas that were bursting out of my head after going to both conferences —  what really hit me was that my paltry attempts at networking actually yielded amazing results!

Despite my crude draft-level business cards, there was something magical that happened when people heard me say, “I earned over $100,000 last year in completely passive income.”

As I explained how I had accomplished this feat, and then told them that I had decided to license the software to other change agents, the cards were practically grabbed from my hands.  And these people followed through — I’ve spent much time on the phone discussing with people how they can make use of this innovative software.  I guess I’ve got an elevator speech!