How to Increase Client Enrollment by Addressing Objections Head On
Did you know that you can increase client enrollment in your health coaching programs by addressing potential client objections head on?
When you address objections head on, you’re helping people make a decision, rather than getting stuck on a reason not to work with you. This means you’ll have more people enrolling because they have addressed and answered the questions they have that could hold them back from enrolling.
The most common 3 objections are:
- Money
- Time
- Will this work for me?
Let’s look at each one of these objections, so you know how you can use them to your advantage in places like your sale page and emails.
1. One of the most common objections will be money – If you’re on a discovery call and you mention the price of your coaching program, and your prospect isn’t sure they can afford it, you have a couple of options. First, be sure to let them know you have a monthly installment plan for your 3–6-month programs, so they can break the investment up into 3 or 6 payments if they want. If that doesn’t work for them, you can share a “Plan B” program you may have such as an online group program, DIY program or other option. This way, it’s still a win-win for both of you.
To address this on your sales page and promotional emails, you can mention how your program can actually save them money, if that’s the case and it’s something you cover with clients. For example: Maybe you help them prepare more meals at home which can save a lot of money each month if they’re eating out a lot. Perhaps you provide at-home workouts that saves them from paying for a personal trainer or gym membership. Chances are, what you cover in your program can save people money, so if that’s the case, point it out, so they understand.
You can also point out on your sales page something such as “For less than what you may be spending on eating out each week, you can have a comprehensive solution plus my support to guide you to reaching your goals of XYZ.” This way, you are making a comparison of what they may already be spending. If your program is less expensive, you can say for less than what you spend on a typical cup of coffee per day….”
2. The 2nd common objection is Time. Everyone is busy, right? Some people will be thinking “This sounds great but I’m not sure I have the time for it right now.” You can address this by showcasing how your program can actually end up saving them time.
Here’s one example of how to address this:
“Rather than spending time doing the research and trying to figure this out on your own, I guide you through my step-by-step process, so you aren’t wasting time on things that don’t work. Most of my clients find that they actually save time because I share time-saving strategies to help them get results quicker.”
Look at what you cover in your program that can save your clients time, so you can highlight that in places like your sales page and emails. A great place to include this on your sales page in in the FAQ section where it can say “What if I’m not sure I have time for this right now?”
Another way to address this is to convey something like: The next 3 months are going to pass by anyway – how great would it be in _____ months (length of your program) from now to look back at all the progress you made towards ______________ (their main goal reached, or problem solved).
3. A third common objection is “Will this work for me?”
This is a big one, especially in the health and wellness space where people may have tried things before that didn’t work. They may feel like they have already failed, so they are hesitant and skeptical to try something else that may not work.
One of the most powerful ways to address this objection is through client stories and testimonials. You won’t have these when you first start out and that’s okay – you can add them as you get them.
When you can share stories such as “When my client, _______ (client name) came to me, she was experiencing ______________(problem/struggle) and she didn’t think she’d be able to _____________ (a desired outcome).” After we worked together for a few short weeks, she was thrilled to be able to ______________ (problem solved or progress made).
In this example, it points out that this client had some doubts too, but they stuck with it and saw results. You can also point out reasons why other approaches don’t work and set people up to fail and it’s not their fault. Explain how your program and approach is different and how it sets them up to succeed, even if they’ve tried other things that didn’t work.
You can add this information and testimonials to your sales page, you can sprinkle them in your emails, and you can even share stories about it on social media through video.
Let’s recap the top 3 objections:
- Money
- Time
- Will this work for me?
This is one of those episodes you may want to listen to a second time, and write down the objection busters that come to mind for you. This can take some time but it’s worth it when you can easily and confidently address reasons people may have to not enroll, so you help them make the best decision.
