A Handy Guide for Coaches Considering Black Friday Discounts

Black Friday is rapidly approaching, bringing with it a plethora of irresistible holiday shopping discounts. Retailers are launching early-bird specials, "exclusive" offers, and numerous "last-minute" bargains.

It’s not even Black Friday anymore. It’s more like Black Tuesday or Wednesday two weeks before Thanksgiving.

As a professional service provider—especially if you’re a solopreneur coach seeking to build your practice—you might be tempted to join the frenzy. Maybe you’re looking to fill a small group cohort or drive sign-ups for your latest course.

Please resist the urge.

Running a Black Friday promotion in your coaching business risks sending the wrong message. Instead of conveying expertise, client transformation, and lasting value, you come across as the proverbial used car salesman in the loud plaid jacket with mustard stains on the lapel.

Who will be attracted by your special? Most likely, no one. Certainly not the best-fit clients you most want to work with.

The few stragglers who might wander are most likely impulse-buying price shoppers who say "sure, why not" when they sign up. Later, however, when it comes time to put out the effort needed to follow your program, they fall away rather quickly.

And when they inevitably don’t receive any benefits, whose fault will it be? It will be yours.

If you’re in the business of client transformation, you want clients who are ready to do the necessary work. These best-fit clients are looking first for the value that comes from results. They’re drawn to you because they’ve heard about the life-changing outcomes you deliver. They’ve read your work and maybe successfully implemented an idea or two you’ve offered along the way.

When they come to you, they are ready for the full treatment you offer. Price is less of a consideration than the value they crave. These clients aren’t looking for a discount. In fact, offering one might send them the opposite message: that your services lack the quality or depth they thought you offered.

Genuine and lasting transformation is never on sale. Your best-fit clients know that.

Don’t confuse them.

Photo by Artem Beliaikin on Unsplash

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Are you frustrated by your pricing? Need help articulating your value? Do you need a better way to identify and close your best-fit clients? Do you want to restore the joy you used to have for your business? I may be able to help you.

I’m John Ray, a business consultant and coach, author, and podcaster. I advise solopreneurs and small professional services firms on their two most frustrating problems: pricing and business development. I’m passionate about how changes in mindset, positioning, and pricing change the trajectory of a business and the lifestyle choices of a business owner. My clients are professionals who are selling their expertise, such as consultants, coaches, attorneys, CPAs, accountants and bookkeepers, marketing professionals, and other professional services practitioners. Click here to learn more or contact me directly.

I’m the author of the national bestselling book, The Generosity Mindset: A Journey to Business Success by Raising Your Confidence, Value, and Prices. The book covers topics like value and adopting a mindset of value, pricing your services more effectively, proposals, and essential elements of growing your business. The book is available at all major physical and online book retailers.