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This is another little project in this mini-series of projects designed to bring about more clarity and awareness.
Write up all the advantages you can think of that you have as an NLP training business from the point of view of the potential client who looks at you, talks to you, or reads about you.
Exchange ideas below. -
This is not the case for Shay & I anymore though one we used when we got started. we got the idea from Adriana & Tad and ran with it. We sold to people that our trainings were smaller than the bigger companies and they’d get a lot of one-on-one time with us at the training. This worked well when we capped our trainings at 4 or 6 people. Then we increased to 8 seats. People loved this! Then when your trainings get big of course, sell other benefits.
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Of course, as you get more and more experience you don’t have to go through this project consciously. You will still do it, but mostly automatically. It becomes part of your automatic thinking. I think this is what you mean Steph. But I am sure you still think of how Tad James Co. is different from other similar companies. Once the differentiation point is really well established in your mind, (and I am talking here to everybody, not only to Steph), then it becomes automatic. This is why it is so important to spend serious time to learn about what makes you unique, what are the advantages from customers from taking s training with you, and what is your differentiation point. Hint: look in the Marketing NLP manual. There is a section dedicated to the differentiation point – if you have not done it already. And even if you did, it is always room for refinement as you change and grow and develop yourself.
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I believe that one of my key USPs is that the way we both learn and teach NLP in the TJC format is highly practical and immediately useable. in my market place in the U.K. there are many Practitioners and Trainers who have learned theoretically and have no applicability built into their approach. The training I offer is highly usable and my students experience the positive impact of everything they learn with me the moment they learn it. Of course, a strongly delivered ‘why’ section is what makes this work.
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What I was referring to about “not being the case anymore” was selling our trainings as smaller trainings. We started that way, though once the demand for our trainings got bigger and we had bigger trainings, we stopped that specific message as an advantage and shifted our sales pitch. From the beginning, we had a lot of business coaching clients that we were selling to and Shay & I had a lot of experience from the corporate world before doing NLP full time. So, that was a big advantage as well that we sold. Not to mention NLP has been the best set of communication techniques I had ever learned and used successfully while still in the corporate world. Another advantage for us was having grown so much in our relationship after taking all of the NLP Trainings. So, we told that story often and marketed heavily to couples as well. We actually attracted many couples that were in business together into our trainings. This was cool because it integrated our advantages! 🙂
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Great thinking also, Steph. Since you are living a great relationship, you have noticed this as your advantage for congruently marketing it and turned it into your adantage point. Thank you for posting it as it can serve as a good example where your personal achievement and results in any area of life can be utilized as an advantage.
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Now Christine, that’s a good thinking about your advantage. And also a good utilization of something which is correct and true. As you know, not everybody teaches NLP the same way, but it is our thinking – and when I say “our” I mean Tad’s initial thinking about the training which has developed the TJC brand and therefore our graduates’ thinking in time, that NLP and TLT and NLPcoaching and even Hypnosis are actually practical modalities. Theory is nice and must be understood before we begin to actually DO something with it, however theory alone for the sake of theory will not achieve anything. It’s the applicability that is essential. Nice one Christine! Well thought out!
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Knowing the applications and potential uses of the skills we train people has become my specific selling advantage. I listen for opportunities to “apply the techniques” in every conversation. Enrolling students into my training is my objective with every person I talk with.
For example a business owner having trouble getting his employees to fully engage with his vision and the activities he expected them to do. The client happened to be complaining to a Facebook group about this issue.
Here is a clip from our conversation:
Client: “I am curious how you incorporate the hypnosis?
Me: “Hypnosis is about knowing how to develop a state of suggestibility in another person. For example an employee who fails, or refuses, to follow the suggestions of the employer. Why does this problem exist? We both know that leadership is only established and maintained when an employee is willing to accept the suggestions of their employer. This is really all hypnosis is and when you learn to utilize it to fulfill your vision and purpose in a win/win relationship that is where true leadership occurs, am I right? That is why hypnosis is such a critical tool. Of course now days you hear people talk about knowing how to “Tell a story”. In Hypnosis we call that a metaphor and you can learn to use this skill with exponential effect.
Client: “Wow that is very interesting! Love this.”
Cut and copied directly from our conversation online. And this is one example of the sales dialogue occurring everyday in my business. Knowing my ideal client (Yes, I have this clearly defined for my team) and the problems my clients are facing everyday (Clients like to share problems in social media, where they are looking for solutions) is key to my production.
And, YES he will be attending my next 7 day training.
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The small, intense trainings angle works very well for me. There is another TJC Trainer about 30 miles away offering the courses for less money, but it’s definitely attractive to prospects that my training is in highly monitored, small groups, with ongoing support afterwards. Also I frame it as a personal intervention experience because I can personally monitor everyone and give personal feedback tailored to each individual. This wouldn’t happen in large groups. Of course when I have larger groups I’ll happily drop this angle.
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Hey Marc, from right in the middle of The NLP Practitioner… That’s exactly the point. To find YOUR angle, your advantage in the local market place where you are. And it seems that you have found yours. As you say, as your business grows and you wil do larger numbers, then you will find something else which is your particular angle or advantage to market your trainings. You may not know now what that is, but it will become apparent as you develop your own brand if you remain aware and keep this at the back of your mind. Good job!
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Marc,
It brings a smile to my face that you did not drop your prices to “compete” with the other local graduate! Instead you found what makes you special and adds value to your clients’ experience which is EXACTLY why you charge what you charge! Even when your classes get larger you can offer a ‘highly monitored and personally tailored breakthrough experience’ because you can model TJC in the use of having a team of EXCELLENT Coaching Assistants. General rule have your coaching assistants be trained at least one level higher than the training for which they are assisting.
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