The Power of Urgency

Not too long ago, I laid out my steps for using Appointment Based Marketing to set your launch up for success.

Today, we’re going to tackle something that a lot of coaches feel uncomfortable about… Urgency. You know, that feeling your customers need in order to push ‘buy now’, write the check, or hire you.

Ya, that. A lot of coaches think of it as sales or pressure. But not me. I think of it as an invitation and the highest form of service you can actually provide.

The Problem with Pressure

Time and again, I see smart, prepared coaches stumble over selling their products and programs at their ABM events. Because coaches are naturally generous. I know that you have a tendency to want to give and give and give. But if you turn into a rigid robot when it comes time to selling your services (I think of it as presenting the invitation), people will sense that energetic shift and stop trusting you.

Your tribe gets their cues from you. If you don’t believe in what you’re offering, they won’t either. If you hesitate, they’ll hesitate.

I recently coached a client who I’ll call Frank, through this very obstacle. Frank is so big-hearted and purposeful in his business, but he struggles to create real urgency without feeling like a slimy salesperson. Plus, for Frank, slashing prices just feels like a lie.

I hear you, Frank. Urgency can feel gross if you think of it as pressure, but for me, that pressure completely transforms when you start to think of it as one of the highest forms of service.

I have to credit Lisa Sasevich for teaching me how to flip this mental script. Lisa is super clear on the difference between tension and pressure. Your job in the ABM event is to maintain an environment where the right people, the ones who really want to work with you, feel a pull within themselves to invest.

That is tension, and it’s a good thing, my friend.

Tension is internal. Pressure, on the other hand, comes from the outside. It’s the car salesman breathing down your neck when you’ve already made it clear that you’re just browsing.

In my experience, no matter how fancy or charming my presentation is in the room, no one signs up for my classes with zero interest in it simply because “I made them”.

But there are people who find themselves with the stars aligning (cue the theme from Rocky…) yet, they will still chicken out without that very important tension in the room. And I believe it is a disservice to rob them of the chance to invest in themselves in such a meaningful way.

Make It Work For You

So how do you strike a balance between creating tension and feeling like a nagging salesperson?

If you only do one thing to increase your sales at your ABM event, I encourage you to take a page from Lisa’s book, and plant the seed for your sales invitation at the very beginning of your talk.

It’s easier than you think. In my own intro seminars for actors, I usually begin with a quick, friendly introduction and after I’ve summarized exactly what they’ll learn that day, I say something like:

A lot of you are going to learn exactly what you need here today and feel excited to move forward on your own. I also know that some of you are going to want to dive deeper, so don’t worry. At the end of this class, I’m going to give those of you who are interested the opportunity to work more closely with me.

(Shout out again to Lisa!)

By laying out the whole agenda for people upfront, I have removed the pressure. There is no need for anyone to side-eye me in anticipation of being “tricked” into buying something. When you follow my lead, your audience can just focus on the experience of you as a coach and teacher. Plus, introducing the invitation straight outta the gate holds you accountable to actually sell your program at the end of the presentation.

It’s going to take a little practice to feel comfortable creating tension for your tribe and selling your services to a bigger group, but planning how you’ll create urgency for people during your ABM event is a key component to a lucrative launch.

I’m so excited to hear how you create a sense of urgency at your ABM events. What feel authentic to you? What do you shy away from? Share your tips and experiences in the comment box below.