Who Qualifies for Your Offer?
Qualification can be a barrier for your prospects under some circumstances. It is likely to be informal and so may not be obviously relevant. So it is worth asking who qualifies for your offer. But sometimes qualification can encourage people to sign up.
Prior Knowledge, Experience or Education
If you offer help to succeed in some activity, list what they need to know or experience to get most benefit from your offer. You both want your work together to be successful and so it is in everyone’s interests this is clear before you set out.
If qualification for your offer proves to be a major barrier, this may be evidence you need a lower end offer to help people prepare for your main offer. You could, for example, offer a workshop to cover the groundwork necessary to qualify for one to one coaching. This could be a means to become better known and prepare your prospects for your services.
Another approach is to ask if you could adjust your offer to take account of people’s lack of qualification. So, you might adjust the content or even add time to a plan to bring clients up to speed.
Another possibility may be recommended reading or videos. This could be useful during the period between someone signing up and making their payment. You could send them a reading list or links to videos, so they can make a start short of actually tackling the material in your offer. If this is well-structured it may address the problem of buyer’s remorse, where someone has second thoughts before they make their first payment.
Do You Qualify?
It is worth considering whether qualification for your offer can be attractive! If you deliberately target your offer to those who meet stringent criteria, this may be attractive. You are offering membership as it were to an élite club.
Perhaps the simplest approach might be a series of offers and prospects must follow the sequence. Earlier steps may be low-priced and then the more advanced options would depend on their completion.
I have not tried this myself but it seems to me there are at least two essentials to this approach. First, the quality of every stage must be high. One bad experience and prospects are unlikely to continue.
It would be essential to show why you have such a sequence. There needs to be some justification for the way you break the work down. Your offers must show at each level what those who complete it shall achieve. This means people can choose to stop at a logical point where they can do whatever it is they set out to learn.
This may mean people feel a part of something special whatever level they choose. They know they can progress further in the future but they are confident they have the best training for their present level of attainment.
It may be worth considering whether formal qualifications might enhance the value of your offer.
Please let me know if this is helpful and if there are any points I could expand upon.