People don’t buy coaching calls or course modules—they buy the result they believe you can help them achieve.
Renee Hribar shares a powerful story from her days running a sales agency to illustrate the truth behind every buying decision. Whether you’re selling beige reconditioned phones or a high-ticket coaching package, what matters to your client is how their life will change. She explains how to lead with the transformation and speak directly to your audience’s desires so they understand what’s in it for them.
By focusing on the outcome rather than the process, your messaging becomes more magnetic. Reframe your offers and show your clients the freedom, confidence, and results they are buying.
Transcript
They're buying results, period. End of story. Full stop. Let me be in a picture for you really quick with a story, and it goes back to the 19 hundreds when I was running a business to business sales agency, which I ran for many years, but this was early days. We got this crazy Saturday only promo from my big client at and t to sell physical cordless.
ere a reality. I mean, we're [:They looked like shoe boxes. They were reconditioned. They weren't even, they weren't even new. They were reconditioned. They were trying to move this merch, and we were doing so well with their other services that they asked us if we wanted to. And being a true New Yorker, I was like, heck yeah, we can go out on the streets and sell these things.
hat they had been doing. So. [:No suit, no script, no features, no specs. I always thought about that Saturday Night Live skit called Sony Guts. It has Sony Guts. If you know what I'm talking about, you gotta send me an email. All right, so the people who sold the most, were the reps who understood why someone wanted this foam. It's not the megahertz, it's not the range.
ds were having a pool party, [:That's what I want you to walk away with today, is the real why behind. People buying, see, everyone is tuned into the same station, W-I-I-F-M, what's in it for me? So this week our focus is on communicating the results of your offer, not the structure. The structure is important. It is important very much to you and not as much to the people buying it.
ls and six modules, but it's [:A proven plan to land three new high ticket clients in the next 60 days, time bound and specific. Another example that I used to share with my sales teams about, going to Disney World had this same exact. Reality in it. You see, you get there and there's lots of different ways to get to Disney World.
If you've ever been to Disney World, I bet you have stories of both the good and the bad, right? Because it's, it's really about the destination that matters. And so when we were selling these cordless reconditioned phones in beige, it was about. What you could do when you had it in your house, like what you, what it would allow you to experience.
hese little talk challenges, [:We're the ones who talked about the intangibles in detail. For example, the moment your five-year-old daughter reaches for your hand in total awe and hugs, you so tight because you just introduced her to her favorite fairy princess. Core memories loaded. She'll remember this moment, and so will you forever.
That's a pitch, right? Like that's a trip to Disney World. Take my money because isn't that what we want? We want that. That's what we're willing to go through to the 4:00 AM wake up call to get to the airport through security for that. 8:00 AM flight, which you thought was a good idea at the time, and then regretted it immediately, and then sweating our way through heat stroke, ice cream, stained clothes, and long lines just to get to this moment, right?
All of those [:The end result, the destination, the place we're headed. And it's not disingenuous. It's not. A trick. I, I don't think my trainer thinks she's tricking me by saying, right, we're gonna get you in those, in those skinny jeans. We're gonna get you looking great for summer. You know, lift up the gluteus maximus.
understand the destination. [:So your action set for today is look at one of your current offers and then reimagine how you would describe it. Highlighting the transformation, the, the destination. You can start with a sentence like, after working with me, my clients usually dot, dot, you know, finish with real life results. Now here's the thing.
If you're pivoting, if you're listening to this right now and you have a brand new offer that you've never sold before, it's still in development. No problem. I got you. I got you. Say something like this is designed to get this result within this timeframe. See how just a subtle shift makes all the difference.
buy the transformation. They [: