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Meeting prospects along their journey of consciousness

If you’re trying to sell a product that warrants consideration, jumping to the sale too quickly is more likely to result in failure than success. Frances Khalastchi, co-founder of Better Bolder Braver, explains in this episode how we can use the journey of consciousness to guide prospective clients and customers to a purchasing decision, using empathy.

Along with Simon Batchelar, Frances works with coaches to help them reframe their attitudes to marketing, and position themselves as the guide in customers’ stories, not the hero.

Some things to consider

  • You don’t have to be in service of everyone all the time, at the expense of your own wellbeing.
  • Business can benefit from more ethical and empathy-driven approaches to marketing, rather than relying on charm pricing or artificial deadlines.
  • Prospective customers and clients go on a journey from problem-unaware to most-aware, and you can create empathetic content that meets them at different parts of that journey.

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Transcript

00:00:00Frances
I was about to go. That sounds horrendous, but actually I'm okay with that.
00:00:07Mark
Welcome to Ear, Brain, Heart, and experiment in showing up. I'm Mark Steadman. And I'm trying to figure out what marketing looks like when you have a mission and a dash of curiosity.
00:00:21
I used to run one of the podcasting industries, most feature competitive products. And if that sounds like fluff or jargon, that's probably why I got out of that in the spring of 21, so that I could have a small hand in podcasts, stories of success.
00:00:35 …
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