Ep 08: Step #6 Your Value - If you don’t get this one right, no-one will buy!

00:54 You're listening to The Business of Stories with Susan Payton, showing you how to share stories that do the selling in your business so you don't have too. Once upon a time there was a personal trainer who knew he was really good at what he did and he wanted to build a mega successful business doing it but there was a problem All the personal trainers in his area charged anywhere between £30 and £45 a session, so even at £50 an hour. He was considered expensive – and he spent a lot of time trying to convince people that he was worth the investment! That was exhausting…and meant that he was stuck in the Time for Money trap

01:43 Even if he managed to get 20 clients a week, his earnings were capped as there was only one of him and there were only so many hours he could work. He tried coming up with bundles and packages but still...his time was limited and so his business model wasn't scalable And most frustratingly of all people didn't value what he was offering because they knew they could get a decent personal trainer in the area for less than what he was charging And so he stopped trying to market to people who didn't value what he was offering and instead changed his focus from what he was doing, to who he was doing it for and what outcome he was helping them achieve. He stopped trying to build a business based on an hourly rate

02:33 and instead crafted a story and message that would speak to a specific audience about a specific problem that he knew he could help solve better than anyone else. He got clear on who his people were, what the value was for them of what he could help them do And then launched a very high ticket service only for busy CEOs who travelled a lot for work It was a very bespoke, personalised service that made it really easy for them to stay on track with their diet and fitness goals no matter where they were in the world or how hectic their schedule was. He would liaise with the team so he knew their travel itinerary – where they'd be staying what meetings and events they had to attend And then he'd create a health & fitness schedule that would fit in perfectly

03:32 If they were going to a restaurant or work dinner, he'd look at the menu in advance and make healthy choices for them. He might even speak to the chef and order something specific depending on what eating plan his client was following. He'd find an experienced personal trainer close to where his client was staying and arrange for them to come to the hotel at a time that would work And he'd let the personal trainer know in advance exactly what routine he needed them to take his client through. He took care of everything, it was like a health and fitness concierge service! And his clients loved it – it meant no matter how much travelling they did, how busy they were or how much they were eating out

04:19 They could easily and effortlessly stay on track, eat the right food and keep up with their exercise routine without ever having to stress about any of it. How valuable do you think that service is for busy CEOs who want to stay fit and healthy no matter where they are in the world or how busy their schedule is? Hugely valuable right?! He went from charging £50 an hour to charging his clients £10,000 a month for highly bespoke and personalised service that they loved. And valued! As he grew his business, he grew his team so wasn't having do all the work himself No more convincing people no more competing on price no more being limited by the number of hours he could work

05:12 Just a deep understanding of who his idol client is, what their story is and the value to them of what he helps make happen. So step six of my process is your value and by that I mean What is the value to your idol client of what you help them do? What is the value to them of you helping them change their story? Get to where they want to get to. Get past the blocks they've got, be the person they want to be do what they want have what they want achieve what they want whatever it is... What is the value to them of that? Of you helping them get there happy ever after and this is such an important step of the process

06:07 Because you could be the best storyteller in the world, but if people don't see the value of working with you they're not gonna buy. And then you don't have a business! If you remember my story from episode 1 when no one was buying my coaching this is what was missing for me back then in 2015 No one was buying because I didn't really understand the value of what I was offering. And if I didn't know, how could I expect anyone else to get it? But once I truly understood who my idol clients were and the value to them of what I helped them do everything changed! And I can tell you what it wasn't... It wasn't how many sessions were included in my package

07:00 Or how many hours of my time people got. It wasn't even what I was going to do with them, which is what a lot of business owners focus on when they're putting their offers out there What the package looks like you know how many calls people are gonna get People want outcomes not your process! People want transformation not your time! People don't even want your expertise They want the results you can help them get People don't want what you do, they want what you help them to. Which is why when I'm working with clients, I often show them that their offers are actually confusing people You might think having options on your website to work with you for 3 months or 6 months or 12 months is helpful but it's not because your client doesn't know which of those is going to give them the outcome they want

07:57 That's your job. You're the guide here, you're the one who knows the journey they need to go on and what they need to do to get where they want to go They don't know that's why they are looking for help And selling what you do based on how many hours or weeks or sessions Or your bronze silver and gold offer might actually be stopping people from taking the next step because they are confused Your idol clients just want what they want, whether that's to stand on stage and confidently deliver an engaging talk or to stop feeling bloated and lethargic and feel good in their body again. Or to have a better relationship with their teenager

08:47 Or to sleep better, feel calmer, walk without pain, grow their business without burning out. Whatever it is you help them do and if you can help people solve a problem they have and get the desired outcome they want then you have something of immense value but for people to see your value you need to see it first We talk about this a lot inside Storytelling Mastery because you need to stand in your value and be super confident about it. And I say that, because I see that confidence is missing for a lot of business owners when they try to promote their stuff and talk about what they do so they hold back...they feel uncomfortable putting an offer out or they do put one out and then they run and hide behind the sofa

09:43 But it's just because they haven't fully stepped into the value of what they do. They're getting wrapped up in how much they hate selling, instead of getting really excited about showing their idle clients what they can make possible for them! There is a huge difference between being salesy and being confident that what you offer is incredible value to the person who has the specific problem you solve If you can help your dream clients, your people get results that they have no idea how to achieve without your help. Don't keep that a secret! Don't hold back. Tell that story. Stand confidently in your value. See it. Feel it. Step into it

10:33 So that you can communicate it and get it across. And the way to do that is to really tune into the difference you make when you do the work you do, The impact you have when you enable and empower your clients To achieve what they want to achieve Ask yourself why is what you do so valuable to your customer? How is it improving their life or business And the life of others. We touched on that ripple effect when we talked about your why in episode 6, and if you don't know ask them! Get feedback I have a process for getting feedback from clients that really helps me understand what the journey of working with me has looked like and what it has changed and shifted for them where they were at the beginning and where they are at the end What can do now that they couldn't before

11:31 What's different and how does that make them feel? It's because I regularly get that feedback, that when I talk about my work and working with clients and I talk about my group program Storytelling Mastery. I can do it from a place of excitement because I know it's a game changer Because people tell me that all the time. I see the clarity people get I see the aha moments, the confidence building. How they find their own voice reconnect with their business get a deeper understanding of their own purpose and why? I see people niching down to who they really want to work with focusing on the work they love and finding the words and message and stories that will deeply connect with the people they want to work with

12:23 So I understand the value of what I do and I never feel salesy. I feel genuinely excited to tell people about it, and that comes across! People tell me they love my energy and passion and they never feel sold too. So stepping into that energy and excitement is going to really come across when you talk about what you do So, what is the true value to your people of what you help them do? If they buy your course or program or coaching or consultancy how is that going to make their life or business better? Paint that picture. Tell stories about that The more compelling your stories, the more people will understand what it is you're ultimately helping them achieve

13:19 So think beyond the product or service you sell. It's not what you make, it's what you make happen! And the reason this is step six of my process, is that if you've done the other steps and looked at your stories and your business story and your customer story and your why and your people then you'll already have the answer. If you know their story, if you understand what they want, if you know what's important to them, if you know what success looks like for them

14:07 Then you'll know the value to them of having you help them change their story, to one that has the happy ending they want. And once you know that, you can share stories and craft messages that no longer focus on what you do but instead paint a picture of the success that you help your clients get So let me give you a couple examples I worked with a wealth management company And their messaging was all about them. It started with, We are independent values-based financial planners delivering fully comprehensive lifetime financial planning They knew it wasn't the most compelling of messages and certainly didn't tap into their customer story and it didn't tell the story of what they help their clients do

15:03 So we explored who their idle client is, what their story is and what the value is to them of having someone create and deliver fully comprehensive lifetime financial planning. And as we did, it became clear that their idol client is someone who wants to delegate managing their money to someone else. They want to be hands-off! They want someone to look after their money and make sure it's working hard for them so they can go and enjoy their retirement. They wanna know their money is in good hands and they'll never have to worry about running out

15:39 Turns out we couldn't actually say that on their website, but we wanted to get that message across. So we talked about how they help their clients look to the future with confidence and have fun in their retirement safe in the knowledge that their money is being taken care of and they're staying firmly on track to reach their financial goals Another piece of work I did was with their estate planning section, who were obviously talking about wills and probates. But that's what they do rather than what they help their clients do! And just talking about what you DO won't get the value across

16:20 So we changed the story they were telling to how they help clients protect their family, protect their money and the assets they've worked so hard to build. And ensure that their wishes really do come true! That's the happy ending their clients want for their story and that message is going to be way more compelling and speak to their ideal client about what they truly want and value Think about that business coach I told you about in episode 2. The one who realised, as we unpacked and explored her stories, that she wanted to focus on business owners with young preschool children – people who wanted to be present for both their business and their family!

17:09 Talking about her coaching or her six-month program, what tools she uses when she's working with clients. Or what coaching qualifications she has got? How many calls and in person meetups are included in her packages? None of that gets across the value of what she helps her clients do So instead, we crafted a message that was all about how she shows entrepreneurs with young children how to grow their business and be the parent they want to be without the overwhelm or guilt. That's the story they want to be living! That's the story they want to see themselves in! That's where the value lives so that's an important story to be sharing

17:59 Never assume your idol client knows what success really looks like and feels like. They may never have experienced it, or been in their current reality for so long they've forgotten what it's like to not be stuck! The more you show them what life on the other side of working with you looks like the more they'll see value in working with you. They'll understand what can help them achieve and how their story can be different Whether that's easily staying fit and healthy no matter how much traveling or eating out they do, or it's having their money work hard for them while they go to the fun stuff. Whatever it is you need to talk about it and share stories to help people see it and feel it so they can believe it's possible for them too Show people examples of what you've helped others do like the client win I got you to share in the last episode

18:59 Because remember, your stories are unique which means you can demonstrate your value in a way that no one else can copy. Look for ways in your posts and emails and content and conversations to help your clients see what the happy ever after is that you can help them achieve And on that note let's have this week's question from a listener Hi I'm Rick from Life Solutions I would like to know how i as a coach could weave storytelling into the coaching sessions so that my client begins to express a new version of their story.

19:40 I love that question, Rick. Thank you! And it ties in so well with this episode about your value because the coach's role is more than just listening to what your clients say right? It's about helping them reshape and rewrite their story to the one they want to bring to life So your coaching will probably start with you helping them tune into and notice the current story What the story is they're telling themselves about where they're at now. Maybe they are holding onto a narrative, about not being good enough or that people are judging them... Or that their life they've created should be making them happy when it's not! And those stories are often shaped by past experiences and limiting beliefs but its all stories in the end It's about showing your client that thats what they are – stories

20:35 And then it's about holding a safe space for your client so they can start to craft a new story. Maybe it's about helping them notice the language they're using, the patterns they're repeating or the meaning they've attached to things When I was training in something called The Lightning Process back in 2009, I studied NLP clinical hypnotherapy and life coaching And one of the clients I worked with came to me because his blood pressure was really high and the doctors had put him on all sorts of medication to help, but someone had suggested he come and see me. As we were chatting, I noticed a story he was telling himself and saying out loud that kept coming up! He said something like... It's like there was a car crash and somebody picked up all the different body parts from the crash and put them together…and they made ME

21:33 He said it because he felt like his body was a mess and that it was always going wrong. He knew instantly that story would not be serving him in any way, and that it was sending all sorts of negative and confusing messages to his body every single day! So together we explored what a better more helpful kinder story would be? The story the version of him that was already thriving would be telling And by the way, I'm going to do a whole episode on this very soon. Episode 10 is going to be on the story in your head! But back to Rick's question about helping your client begin to express a new version of their story... This is where the magic really happens. This is where you can help your client feel the shift not just think it. Where they can craft a new story and see themselves in it

22:33 Where they're empowered or confident, or calm or energised. That's the value of what you help them do Not just talk not just unpack not just notice but shift change see themselves differently feel in control become the storyteller of their own life and start to experience a new way of living with new choices and new outcomes So hopefully I've given you lots of ideas for ways to think about how to communicate the value of what you help your clients do. And by the way, if you have a question that you'd love me to answer on a future episode email it to me at susanathebusinessofstories.com and in the next episode we'll be looking at the final step of your process which is your sweet spot

23:31 This is where all the stories we've been looking at feel connected and aligned and intertwined. And you can tell the right story to the right person in the right way, at the right time in their journey! I can't wait for that and hope you'll join me. As always before I go let me give a quick action step that you can go away and do Here's your action step for today Share something you do, but show how that helps your clients get a better result. Maybe you have a way of keeping them on track? Maybe you ask questions that help them see things differently? Maybe you simplify things to keep them out of overwhelm at the time of recording this I'm working with someone to address some health issues i've got and i'm following something called The Carnivore Diet

24:29 It's quite a simple eating plan, but there are lots of things that can trip you up on the way. What I love is that my coach shares her journey with me every day. She shares photos of what she is eating to give me ideas and gets me to do the same! She even shows me what she's buying. More than once I've rushed off to Lidl to get something from their When It's Gone range that looks delicious because she showed her shopping basket! And, I love that it is such a simple thing but its really helped stay inspired and on track and see that I'm doing okay and where I could do even better So what about you?

25:12 Do you have a story you could share that shows people what you do, that helps them get better results? I'll leave to have a think about that. And i'l see you next time for more stories that do the selling for you so you don't have too! Thank you so much for being here. I love that we get to do this together! Would you do me a huge favour and please rate, review and follow this podcast in Apple Spotify or wherever you listen to your podcasts? And i'll see you next time for more honest conversations meaningful connections and of course stories