Fulfillment Secrets: Why Transformation Beats Deliverables| # 126
Want to know a secret about fulfillment? Your clients don’t care about deliverables. They care about solving their problems with your solution.
I don’t talk a lot about fulfillment. Instead, I try to get my High Ticket Courses students to concentrate on the transformation they offer their clients.
But I do get questions from people who want to know how to grow their business without promising too much of their time in the form of consulting calls or offers.
Too many people get hung up on the deliverables (bloated offer stacks, anyone?) without understanding this simple idea:
What your clients really want is your knowledge, and an understanding of how they’re going to use it to improve their own situation.
You don’t have to drown yourself in fulfillment by offering time-consuming deliverables like weekly coaching calls.
That’s a dangerous trap that puts pressure on you, pressure on your client to perform within a specified timeframe, and it has the potential to cannibalize your offer. And, in most cases it’s just not necessary.
What you should be delivering is transformation, not endless amounts of your time.
How to keep 1-on-1 consulting promises without drowning in fulfillment [00:26]
Why your clients care more about transformation instead of deliverables [2:09]
Exactly how to structure consulting offers [02:30]
Why high-performing clients don’t want endless coaching calls [04:40]
How to avoid cannibalizing your offers [06:24]
…And much more
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Hey, what’s going on, everybody Joel Erway here and welcome to another very special episode of Sold With Webinars. Today, I want to talk a little bit about fulfillment. Yes. It’s not anything that I really did into a whole lot, but as we launch coaching programs and we’re launching our offers and we’re trying to figure out, you know, what’s going to work and what’s not going to work.
One of the questions that I get quite often is how do I Sell my top tier offer without, you know, drowning in fulfillment. Now, what they’re really asking when they ask me this question is how do I fulfill on 1-on-1 consulting services to get to say 10 to $15,000 per month in revenue without being completely bogged down and overwhelmed in consulting calls and consulting offers.
And so today I want to reveal it all to you. I want to reveal exactly how I positioned my consulting offers because I think the industry is doing it a little bit backward and I set it up so if I ever want to take on a consulting client, I do so without really interrupting my flow.
So when I was talking to a high ticket course client who had purchased a 20-minute consult call with me, this was one of the questions that this person had asked. And so I figured it’d be great to share it with you. The way that I structure my consulting calls, the way that I pitch it is very simply I want my client to know they are going to get the support whenever they need it.
And that is the critical element here. The problem that most people have when they sell one-on-one consulting is they pigeonhole themselves into weekly calls. They say, okay, great. Well, what we’re going to do is we’re going to have a scheduled one hour call every single week, every Tuesday at 3 o’clock, we’re going to have a scheduled one hour call or a half-hour call or whatever it is.
And our engagement’s going to last for, let’s say 60 90, or you know, 6 months, whatever it is, 90 days or 6 months. And so there’s a couple of things that I want to unpack here. Number one is that your client does not care about the deliverables. Okay. They do not care about the deliverables. More specifically, they do not care about the number of calls they get with you.
The only thing they care about is how they are going to get their problem solved with your solution. So what you need to do is you need to make sure you’re framing your offer around the solution and then when they ask how you’re going to do it, you let them know, listen, here’s what we’re going to do.
I’m going to set this up as a one on one consulting agreement with you over the course of the next 90 days, how we’re going to start is we’re going to have a one-on-one kickoff call for however long you want. 60 minutes or 90 minutes, but we’re going to map out the strategy, map out the game plan for how you’re going to execute, and how you’re going to get the results over the course of our engagement.
So on that call, we’re going to map out the game plan and map out the strategy. You’re gonna have a crystal clear roadmap, crystal clear path for how you’re going to get those results. Now, afterward, I’m going to be here to support you. Now, we don’t have any structured calls because we don’t have any sort of weekly time slots or weekly structured calls because every single one of my consulting clients moves at a different pace.
And I’m here to move at the pace that you want to move. If you want to move fast, I’m here to help you move fast. But sometimes people have things that come up and they move at a different pace. And so I’m here to support you at whatever pace that you want to move during our agreed upon time.
So, how our support is going to be structured is quite simply when you have a question, I want you to email me or text me or whatever it is, and that will be our first mode of support. That’ll be our first layer of support. And so that’s why I can look at your question. I can process it. You can include anything sort of supplemental information.
You conclude any documents you want, and I can take the time to process it and give you the best response possible. And I’ll reply within, let’s say 24 hours or so. So you can let him know I’ll reply within whatever sort of timeframe you want. Now, if this is something that requires deeper thought or a further explanation then absolutely, we will schedule a call to discuss it in more detail, but many times we don’t need to, and you don’t need a call.
Right? And so all we need to do is handle this via email. Do you see what I did there? Okay. I’m making sure that they understand they’re being supported at a fast pace, at a flexible pace because that’s all they want. The only thing they want is to make sure their questions get answered. And so many times offer owners, product owners, we think that they want to buy our time, which they want to buy our expertise.
They don’t necessarily want to buy our time. And so we unnecessarily cannibalize our time. We cannibalize our offers by saying, okay, great we’re going to call every single Tuesday at 3 o’clock is like, no. Your high performers, the people who are fast action takers and movers and shakers; they don’t want to be bogged down on 10 weekly calls.
What they want is they want the ability to get their questions answered on a regular basis, whenever it pops up. And what you’re going to realize is that the majority of your clients are going to get the bulk of their value on that first kickoff call. And then the ability to ask questions thereafter is the icing on the cake for them.
So this is how I structure my consulting agreements. And this is how I do it without disrupting my calendar. Now I don’t take any consulting clients now at the time of this recording, but when I do, it’s very, very leveraged. And my consulting clients, like after that first call, they might take another one to two hours of my time.
So if I’m charging 10 to $15,000 for say a 60-day agreement, I mean the amount of money that I’m making per hour is just I mean it’s astronomical compared to what most people make, but you have to understand I’ve set that up because I know exactly what my customers want. It’s the exact same thing that your customers want.
Don’t cannibalize your offers by trying to pigeonhole them right into weekly half-hour calls, hour-long calls, because can’t guarantee what progress they’re going to make between those calls. If you have a call on Tuesday and then you have a call that following Tuesday, there’s a chance your client might actually not do anything.
And so it’s a waste of time. It’s a waste of time. Was that helpful? Was that clear for you? Was that clear for you? I hope so because it’s a very simple offer that you can make to people. And it’s exactly what they want. Don’t cannibalize your offers. Please, don’t cannibalize your offers.
Lead with this offer if you haven’t created your product yet, and you’re selling your expertise, you’re selling your consulting knowledge. It’s a very simple way to create leverage in a one-on-one delivery setting. If you enjoyed this episode, I would greatly appreciate some positive feedback or some — any feedback — doesn’t have to be positive, but give me your honest thoughts.
Shoot me a message at firstname.lastname@example.org and if you really enjoyed this episode, I would greatly appreciate a review head over to iTunes or Spotify or wherever you listen to this podcast. And just give me an honest to goodness feedback, right? I’m always looking for ways to improve this show, ways to improve this podcast.
And if it’s a positive review, it helps get me more exposure. I hope you’re enjoying this content. I love putting this content together and until next time, I’ll see you in the next episode.