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The Evolution of Enrollment: What s Working (and what ISN T) in Client-Getting Strategies for Transformation Leaders! Callan Rush Justin Livingston In case you are new to us, Justin Livingston and I (Callan Rush) are the co-founders of Lucrative Luminary Training. We ve spent the last decade supporting thousands of Healers, Helpers & Workshop Leaders around the world build life changing, lucrative Transformation Businesses. In doing so - we ve had the great fortune to build a multi-million dollar business ourselves, while managing to stay totally inspired along the way! The goal of this ebook is to show you what s working, and what isn t when it comes to Client-Getting Strategies for Transformation Leaders. Even more specifically, we want to show you how to easily create a steady, predictable stream of new, paying clients for your business. In other words, we aim to help you achieve the peace of mind that comes with having your minimum client enrollment needs taken care of, without any time, energy or effort on your behalf! Sound intriguing? Imagine achieving your client enrollment in a completely automated fashion, so you can focus on the work you were born to do with your clients! 2
I know how this sounds. totally cliche, right? But please bare with me just a moment. Justin and I are 100% real. We ve built a great reputation in the Transformation Space over the past 8 years, and we re about to share the tried and true, fully tested passive client enrollment system you ve been waiting for! Before we dig in, I ve got to warn you about something that s critically important. If you choose to ignore it, you re destined to continue to struggle to acquire new clients, and over time, you ll inevitably learn to resent your business. Justin and I have noticed a very alarming trend threatening to take down even the best coaches, healers, therapists, light workers and workshop leaders in the Transformation Industry and we want to do our part to help support YOU to protect yourself, your business, and your family. The alarming trends is this: Healers who are meant to be healing others and growing their Unique Mastery, Transformational Leaders who should be laser focused on transforming lives, and Coaches who are designed to support and guide people to a position of stability and strength in these crazy times are being BOGGED DOWN and distracted by the ongoing and often tedious task of sales, marketing, and business growth. In other words, they ve become consumed by acquiring clients. In fact, they re being taught, time and time again, that they NEED to FOCUS on acquiring new clients, that it s a MISTAKE to Focus on getting better and better at the Transformation they provide! Think of how insane that is! Healers, Practitioners and Coaches all over the world, right now, are being told it s a HUGE Mistake to focus on getting better at what they provide. This is totally crazy! The original dream they started out with has been distorted. Instead of building a business that allows them to deliver their gifts to the world, help others, and provide them with the lifestyle they desire, most transformational business owners have designed their lifestyle to support their business activities. They are living to work instead of working to live. Most Transformational Leaders are working way too long and way too hard, without ever feeling like they are leaping forward in terms of income or impact. They make sacrifices every day they never thought they d make, spending hours, days, weeks of their time in their office, in front of their computers, building their business instead of spending time focusing on developing their gifts and directly using those gifts to help others. They are missing out on time with friends and family, spending most of their time working and very little of their time playing. 3
In Entrepreneurship, the only way to win is to continuously lose. The interesting thing about this trend is that we speak to many, many of these kinds of leaders all the time. They are well aware that the business building tasks and activities are beginning to overwhelm them, yet they see no alternative. They feel if they don t spend a good deal of their time selling, marketing, and structuring their venture, they ll never get to do what they are deeply skilled at and passionate about. Many are burning out physically, feeling disheartened emotionally, and some are even quitting. I m sure you ll agree, being an entrepreneur, building a business, enrolling new clients all while trying to deliver high quality products, programs and service to the world isn t always as simple as people sometimes make it seem. It comes with a lot of challenges. Justin and I were chatting last week. I told him that I thought Entrepreneurs were the New Heroes of the world!. He agreed, and he added, If you look at Entrepreneurship logically, there is only one path from A to B. And it is filled with Losing. The only other career like it is Acting. An actor has to be willing to be told they are not good enough again and again. They have to be willing to be rejected enough times to get spit out the other end where they are finally good enough. In Entrepreneurship, the only way to win is to continuously lose. 4
And losing as an entrepreneur comes in so many forms Spending hours of your precious time and energy on writing marketing or on enrolling clients, only to get dismal results, and not knowing exactly what is going wrong. Or having decent results with client enrollment, but having the process take up so much time and energy that there isn t much left to do anything else! I totally get it! There is a part of me that wishes I NEVER had to market again! That I could just relax and do what I love to do, which for me is to teach, coach, design and deliver awesome programs. That s why in this ebook we will introduce and demystify the process of enrolling clients in a passive way! This will not only help you save tons of time, energy, and money, but it you will finally be liberated yourself from time consuming marketing that doesn t bring in the type or amount of clients you want. You ll truly be able to concentrate on doing only the things you love to do in your business. So let s get to it! In order to avoid the dangerous burnout trend rampant in the Transformation Industry, there is a Logical Mindset you must adopt when it comes to Client Enrollment. This Client Enrollment Mindset is going to be the key to getting anyone in the Transformation Industry on the right track in terms of re-designing their business so it supports their life and freedom. When spreading the word about what they are up to, and getting clients into their business, there are 3 ways Transformational Biz owners go about things. 5
#1 LINKED CLIENT ENROLLMENT Linked client enrollment refers to when a business owner takes an action now, and it gets them a client now. In other words, the effort they put out is directly linked to the result they get back. Some Examples of Linked Client Enrollment Strategies are: Doing 1:1 strategy sessions on the phone. You get on the phone, provide some value to a potential client, open up a sales conversation - and if all goes well - get a client. A Product launch is also a Linked Strategy. You expose a bunch of potential clients to a sequence of online videos during a short time period. Then, you open the cart - or allow people to register for your product, program or service - and you get a bunch of clients all at once. Once the cart closes, its done - you don t get any more. Offering Self hosted intro talks either live or virtually are also LINKED strategies. You host a teleclass, make an offer, and get clients in real time, but once the teleclass is over, - so is the opportunity to enroll new people. We used to use these a lot in our first 3 years in business To summarize, LINKED strategies help you get clients in real time. Put out effort now - and get a client now. Make sense? 6
Let s take a look at how linked client enrollment strategies work to build your business. MONEY TIME Linked Client Enrollment strategies create a pattern of business growth that has spikes of business and cash flow, followed by major dips in business and cash flow. We sometimes call this pattern the Feast & Famine Cash Flow Cycle. As long as you are putting effort into getting new clients, you get new revenue coming in. However, when you don t put effort into enrolling new clients, you ll have no new revenue coming in. This can be a stressful way to grow a business! 7
#2 LAGGING CLIENT ENROLLMENT The second client enrollment strategy Transformational Biz owners use is a: LAGGING CLIENT ENROLLMENT. Lagging Client Enrollment refers to the Transformational biz owner doing stuff now - that will get them clients in the future. In other words, present action leads to future results. Many TL s use a Lagging Client Enrollment strategy. They continuously produce content in a routine...for example, weekly podcasts, YouTube videos, written and video blogs. Over time, as long as they keep doing it over and over and over again, they hope to see results based on all of their efforts. Lagging Client Enrollment relies on putting in a bunch of effort ahead of time - hoping it will help enroll clients down the road. In reality, the Lagging Strategies I see most well-meaning TL s use, may or may not get them a client in the future. 8
Let s take a look at how lagging client enrollment strategies will affect the growth of your business. MONEY TIME Lagging Client Enrollment strategies create a pattern of business growth that has long periods of no new business, clients or cash flow... followed by a gradual increase in business, clients and cash flow. We sometimes call this pattern the Cross Your Fingers growth pattern because there is never any guarantee that the Lagging Strategies will pay off. This is the least effective way to grow a business especially at the beginning. 9
This brings us to the most important client enrollment strategy. This is the strategy that changed the course of our business and helped saved our energy and sanity! Consequently, this is also the strategy that will help you begin the process of redesigning your business so it supports the kind of lifestyle you want to have versus designing your life to support your business building activities. #3 LEADING CLIENT ENROLLMENT In this kind of client getting approach, you get clients right now, and ongoing, based on a bit of effort you put out ONCE, in the past. That is, you continuously get paying clients, on a regular basis, based on something you did ONCE in the past. After the initial effort is put forth - very little, if any, further effort is required to provide you with a reliable, ongoing, consistent stream of new clients & income! There are different kinds of Leading Client Enrollment Strategies. $ 20 Tripwire Sequences: This is where you get potential clients to optin for some kind of hook product. A hook product is simply a low ticket offer for an item that is related to the main problem you solve for people. This item is usually anywhere from 5-20 bucks. After the person buys the product, they move from potential client status to paying client status, and are much more likely to purchase something else from you. All trip wire clients then get put into an online, evergreen, sales process where they ll eventually be led to invest in a higher ticket item. 10
Self-Assessments or Surveys are also good examples of a Leading Client Enrollment Strategy. Potential clients are exposed to a survey or assessment. Based on their answers, they are given a diagnosis. And then they are offered a product or program that will show them how to solve their issue. All Leading Client Enrollment Strategies are EVERGREEN - passive, ongoing, and automated. In other words, once the process is online and functional - you are not actively involved in it. It enrolls mostly passively. Let s take a look at how this client enrollment strategy will affect the growth of your business. Let s take a look at how leading client enrollment strategies will affect the growth of your business. MONEY TIME Leading Client Enrollment strategies create a steady, ever-increasing pattern of business growth. Remember, with this strategy, you put effort out once... and then continuously reap the rewards of that effort ongoing! This is by far the most desirable, least stressful client enrollment strategy to get in place before you consider the other two strategies. The best, easiest, most cost-effective Leading Client Enrollment Strategy to utilize is an Optimized Webinar Sequence. 11
Any of these 3 strategies, Leading, Linked or Lagging could get you the exact same result - a successful business over time, but I m guessing you are one of two kinds of people: 1. Either you are a person that wants to achieve a modestly sized business - making sure that your work life balance remains good, in which case you want the gradual growth LEADING CLIENT ENROLLMENT as it allows you to grow slow, so you still have a life. 2. Alternatively, you are a person that desires to earn a lot of money and make big impact, in which case none of the 3 strategies will be sufficient on their own. What you need is a result that has both a gradual incline with spikes of increased biz and cash flow. 12
Everybody needs to start with a Leading Client Enrollment Strategy! This means, eventually you ll need to do all three. The bottom line is whether you re trying to free up time to have lifestyle or you re trying to build a business on a large scale - the order of which strategy you use first makes a huge difference, especially if you want to build a business that supports your lifestyle vs. having a life where all you do is work! If you start with a LINKED strategy, you ll always be under massive amounts of pressure for the LINKED strategy to be successful. If it isn t, you don t get paid, and your business goes under. For example - let s say you decide to execute a linked strategy like a Launch - you put all your time, energy, effort and resources into the launch. If it tanks - you re in trouble. If you start with a LAGGING strategy, you have the least room for error. Though you may create interest in the market place with your videos and podcasts, there is really no guarantee they ll commit to you as clients. Unless you have a huge reserve of capital to draw from - or you want to be straddling a job - you just can t do it on its own and expect to build a successful business. It makes no sense to start with this one. Now, if you build the LEADING strategy first - then the timeline to grow your business is your own, when you get the LEADING strategy up and running and the income from it will take care of your base financial needs. Then you can decide when you want to try your hand at a linked strategy like a launch - and you can do it from a place of no pressure. 13
Hopefully this makes sense to you. Everybody needs to start with LEADING STRATEGY first - whether you want work life balance as your top goal, or big impact as your top goal. It is the best way to build your business while giving yourself the space you desire to have a life - or scale up your business. Now... let s talk about the easiest, quickest, most cost effective Leading Client Enrollment Strategy for Transformation Leaders to get in place... WEBINARS! More specifically, setting up one or more Optimized Webinar Sequences. You create an Optimized Webinar Sequence once... then, you have potential clients go through it 24 hours Now - I want to be CRYSTAL CLEAR! Lots of people may stop reading here - and think, Okay! Got it. I ll do webinars because they are a LEADING client enrollment strategy that will make me passive income! It s not exactly that simple. 14
To find out how to do it correctly you ll want to go back to where you got this ebook, and download the second gift we offered. It is called, WEALTH THROUGH WEBINARS: The 2 Most Counter-Intuitive Ways to Make More Impact & More Income with Your Webinars. In that gift, we ll show you how to use Webinars EFFECTIVELY as a Leading Client Enrollment Strategy! Specifically, we ll describe, in simple languge, what an Optimized Webinar Sequence is and why it is absolutely critical to get it in place as a client enrollment strategy. In the meantime which of the 3 strategies you are focusing on? Linked? Lagging? Or Leading? If you are not using Leading Client Enrollment Strategies specifically an Optimized Webinar Sequence you re almost certainly working way too hard. 15