The Importance of Having a Process for How You Make Decisions

Too many copywriters have a limiting belief around how much they can charge for their services, so our guest for the 204th episode of The Copywriter Club Podcast is Jereshia Hawk, a high-ticket sales coach who shared how we can overcome that mindset issue. But that’s not all we talked about. We also covered… •  how she became known for helping clients increase high-ticket sales •  how her “engineering” approach shifts her thinking about products, problems and failure •  overcoming objections—after the sale •  why she carves out an hour on Monday’s for “superthinking” •  her thoughts on building a team (and our role as an “employee” of your company) •  what a personal performance review should look like (questions you can ask) •  the zero sum budget approach to goal setting •  how copywriters can overcome the idea that they can’t make a lot of money •  the first steps toward building a high-ticket offer (like as much as $40K or more) •  the simplicity rule that can instantly help you sell more •  the POP method that helps you synthesize your offer and audience •  her “champagne closer method” that completely changes a sales call •  rethinking the free content you provide and what it has to do •  the one metric everyone with a business needs to know <— this is critical •  how she leverages one piece of content to show up everywhere •  a step-by-step breakdown of the Jereshia’s sales call process •  the mid-call check-in/pattern interrupt and why you steal this idea •  the “hidden” mindset shift that changed Jereshia’s path into the online world •  why your success isn’t reflected in your latest success or failure This is a great discussion you won’t want to miss. Be sure to do what Jereshia suggests at the end of the podcast and share your “one thing” on Instagram, Twitter, or elsewhere in social media. To listen, click the button below or scroll down for a full transcript. The people and stuff we mentioned on the show: Jereshia’s question list: •  What expectations would I have of the CEO? •  How would I measure the performance and success of the CEO? •  Am I living up to those expectations now? How so? Why or why not? •  Would I hire myself again? Why or why not? •  What uncomfortable decision am I putting off right now that is preventing me from moving forward? Copywriter Think Tank Brook Castillo The Road Less Stupid Shape Up Perry Marshall’s Renaissance Time Kira’s website Rob’s website The Copywriter Club Facebook Group The Copywriter Underground   Full Transcript: Kira:   Selling a product or service for $2,000 or even $10,000 takes a different approach, even a different skillset than selling something for $47 or maybe $500. Your high-end prospects have different needs, different problems, different beliefs, possibly even a different outlook on life. So naturally, reaching those prospects takes a very different approach. Today, on the 204th of The Copywriter Club podcast, we're speaking with high ticket sales coach, Jereshia Hawk. Jereshia started her career as an engineer, not an online business coach, so her entire approach to systems and processes and sales is different from anyone else we've spoken with on the podcast. Rob:   We'll jump in to our interview with Jereshia in a moment, but first, we need to tell you that this episode is brought to you by The Copywriter Think Tank, our high level mastermind for copywriters, content writers and brand strategists who want to grow their business to the $200,000 mark. This is also where Kira and I both provide our one-on-two strategy sessions and coaching. It is designed to help you achieve more than ever. If you're interested in learning more about The Copywriter Think Tank, drop us an email at rob@thecopywriterclub.com, or kira@thecopywriterclub.com. Kira:   Jereshia shared so many great ideas in this interview. Both Rob and I were texting each other during the entire interview with the different ideas that we could test in our own businesses, and we learned not just about selling, but also about designing client experiences so you can deliver the results your clients need and even processes for thinking differently about your business. Let's jump in to our interview with Jereshia as she tells us about how she became a sales coach. All right, Jereshia, welcome. We want to kick this off with your story. How did you end up as a high ticket sales coach? Jereshia Hawk:   Well, I kind of stumbled my way here. I was an engineer by trade before even knowing this whole online world existed. And I started doing some of my videos, started getting into coaching, just people asking me to give advice or insight on how I was able to navigate my corporate career and how I was able to position myself for upward mobility opportunities in a nontraditional way or in a way that just wasn't the same beat and path of how you're supposed to excel in corporate. And one thing I started recognizing during my coaching calls at the very, very beginning, when I was charging $60 for a month of coaching, less than what you would pay for a fitness class, and the biggest thing that I noticed was the transferrable skills that I had acquired in corporate America. I was a lead engineer of a $400 million pipeline project, I was responsible for managing our money on a day-to-day basis, making decisions based off of input and output, and so I understood how money moved from a corporates perspective, but then I also understood kind of a gap that I noticed in the industry, or that I noticed just from people that I was discussing on, how do you effectively articulate your value in a way that whoever is in the other position, the buying decision or the position of authority to make a decision, how do you articulate your value in a way where they get it and that it also correlates to how it impacts the bottom line or impacts the thing that's most important to them, and how do you position yourself to be able to do that repeatedly. And once I started to recognize that those three things were really my sweet spot and as I started growing in the coaching business, that's where high ticket sales was my natural zone of genius. Because I think when you are selling offers that are $2,000 to $20,000, it's usually the range most of my clients are in, there's just a different way that you have to articulate your value than if you're selling something for $500. There's a different way that you have to position yourself in order to attract people to know just know, like and trust you, but to believe you, respect you and align with you from a value base perspective, to want to be able to invest with you at a higher level. So it was definitely a work in progress. It took about two years to feel confident in myself to be able to kind of own that as an identity in this online world before I really dove head in. It's really recognizing these transferrable skills and also identifying where is the gap that I see in the industry that we're in and where can I really be adding value from a unique perspective. Rob:   So before we jump in to all of the aspects of high ticket sales, I want to ask about your engineering background because this seems really unique to me. I talk to a lot of people who've built online businesses, who are working in the online space, and I don't think any of them are engineers. So is there something from your engineering background in education that made you especially good at what you're doing today, skills that you learned there that you apply to how you help today? Jereshia Hawk:   Yeah. I have clients that joke and say I'm never hiring a coach that was an engineer after working with you now. I think one of the biggest things is that as an engineer, we're trained to use the resources that we have to creatively solve problems. So I think that was a mindset shift that individually helped me as a business owner in the online space, or just with my business, because I don't look at problems as, I don't know, opportunities of failure exactly. It's more of a big experiment and it's like, okay, I'm willing to test and try and experiment until I can figure out a solution rather than if I try once, feeling ridiculously defeated if it doesn't pan out. And I think that's a mindset aspect that really does correlate to how I coach my clients is really getting them onboard that it's really progress over perfection. We're really here. It's continuous improvement, not get it right on the first time. And so I think that it correlates into how we teach and coach our curriculum. And I think it makes me a bit different but I think the other thing that really has been a huge advantage for me because of being an engineer is I think very process-oriented. So all of my curriculum is designed in a way where if a client comes in, it's like an assembly line. How can we design our curriculum in a way that moves them through that assembly line so that they are getting consistent results from client to client, and it's very predictable, it's very repeatable. And I think that is a huge reason why we have a very high success rate of our clients. We have a coaching program that's around the $2,000 price point. I'd say 75%, 80% of our clients earn a full return on investment within the first 90 days, which traditional courses or online programs, they normally have about a 10% to 12% completion rate in our industry on average with our higher programs that are in the five-figure price point, we're just able to help people grow pretty fast pretty quickly, and I think that's 100% attributed to how we design our curriculum, and that is something I learned from being an engineer. How do you think about the step-by-step process that would guide somebody through knowing when they need to do what and where their focus needs to be, to be able to produce whatever the desired end objective is that was promised to begin with.