Stop selling info and do this instead
Summary
TLDRDer Video-Skript diskutiert die Herausforderungen des Verkaufs von Online-Kursen in einem Markt, der von Informationen überflutet ist. Es wird argumentiert, dass das Verkaufen von Informationen allein nicht mehr funktioniert und stattdessen die Implementierung von Wissen und die Schaffung von Gemeinschaften für höhere Abschlussraten und Kundenzufriedenheit wichtig sind. Der Sprecher teilt Strategien, wie man durch Dienstleistungen, Coaching oder die Schaffung von Gruppen die Implementierung fördert und wie man den Wert seiner Angebote gegenüber kostenlos verfügbaren Informationen unterscheidet und beweist.
Takeaways
- 😔 Das Verkaufen von Informationen funktioniert nicht mehr, da das Internet überflutet ist mit kostenlosen Ressourcen.
- 📈 Im Jahr 2020 war die Nachfrage nach Online-Kursen aufgrund der Pandemie am höchsten, aber die Kauflust ist in den folgenden Jahren deutlich gesunken.
- 📊 Die Abschlussraten von Online-Kursen sind miserabel, mit einer Branchenweiten Durchschnitt von 5 bis 15%.
- 🚫 Die Vergangenheit, in der Informationen wertvoll waren, ist vorbei, da sie heute leicht zugänglich sind.
- 🔄 Statt Informationen zu verkaufen, sollte man auf die Implementierung von Wissen und Lösungen für Probleme fokussieren.
- 🛠️ 'Do it for them' - Bieten Sie einen Service an, indem Sie die Aufgaben für die Kunden erledigen.
- 🤝 'Do it with them' - Coaching oder Beratung, bei dem Sie den Kunden helfen, die Implementierung selbst durchzuführen.
- 👥 'Doing it with others' - Schaffen Sie eine Gemeinschaft, in der Menschen gemeinsam Ziele erreichen und sich gegenseitig unterstützen.
- 🔑 Der Schlüssel zu Erfolg ist die Bereitstellung von Verantwortlichkeit und Unterstützung, nicht nur die Bereitstellung von Informationen.
- 💡 Verkaufen Sie die Bequemlichkeit, nicht die Informationen. Bieten Sie Lösungen an, die es den Kunden leichter machen, Probleme zu lösen.
- 📈 Verstehen Sie die Unterschiede zwischen Ihrem Angebot und den kostenlosen Ressourcen, die online verfügbar sind.
- 📊 Beweisen Sie die Wirksamkeit Ihres Angebots mit echten Fallbeispielen und Ergebnissen, um Glaubwürdigkeit zu gewinnen.
Q & A
Warum funktioniert das Verkaufen von Informationen nicht mehr im Jahr 2022?
-Im Jahr 2022 wurde bemerkt, dass das Verkaufen von Online-Kursen aufgrund einer Übersättigung mit Informationen und einem Rückgang des Kaufinteresses nicht mehr so erfolgreich ist wie früher.
Was war der Höhepunkt des Verkaufs von Online-Kursen und warum?
-Der Höhepunkt war 2020, wo aufgrund der Pandemie viele Menschen zu Hause waren und nach Online-Lernmöglichkeiten suchten.
Was ist mit den Abschlussraten von Online-Kursen im Durchschnitt?
-Die Abschlussraten liegen zwischen 5% und 15%, was bedeutet, dass 95 von 100 Studierenden, die einen Online-Kurs kaufen, ihn nicht vollständig abschließen.
Was hat sich verändert, um den Verkauf von Online-Kursen zu verbessern?
-Stattdessen von Informationen zu verkaufen, sollte man auf die Implementierung achten, also den Prozess der Umsetzung der gelehrten Inhalte oder die Erreichung von Ergebnissen.
Was sind die drei Arten, um Implementierung statt reiner Information zu verkaufen?
-Die drei Arten sind: 1) Für sie tun, 2) Mit ihnen tun und 3) Mit anderen tun, was in Dienstleistungen, Coaching oder Communities übersetzt werden kann.
Was ist der Unterschied zwischen 'Für sie tun' und 'Mit ihnen tun'?
-'Für sie tun' bezieht sich auf Dienstleistungen, bei denen der Anbieter die Arbeit für die Kunden erledigt, während 'Mit ihnen tun' Coaching oder Beratung beinhaltet, bei denen der Lehrer den Kunden durch den Prozess führt.
Was ist die Bedeutung von 'Mit anderen tun' in Bezug auf Online-Kurse?
-'Mit anderen tun' verweist auf die Schaffung von Gemeinschaften oder Kohorten, in denen die Teilnehmer gemeinsam durch den Lehrstoff gehen und sich gegenseitig unterstützen.
Was ist der Hauptunterschied zwischen Online-Kursen und der Schaffung von Gemeinschaften?
-Der Hauptunterschied liegt in der Verantwortung und dem gegenseitigen Halten voneinander, was in Gemeinschaften stattfindet und zu einer höheren Erfolgsrate führt.
Was ist der 111-Strategie, auf die sich der Sprecher bezieht?
-Die 111-Strategie ist ein Ansatz, bei dem man eine Person mit einem Problem findet und ein Ergebnis erzielt, um dann als Beweis für die Effektivität der angebotenen Lösung zu dienen.
Wie kann man die Abschlussraten von Online-Kursen erhöhen?
-Durch die Schaffung von Gemeinschaften, die Struktur, Anleitung und Verantwortung bieten, können die Abschlussraten erhöht werden.
Was sind die Tipps, um das Verkaufen von Informationen erfolgreich zu gestalten?
-Man sollte auf die Bequemlichkeit, die Unterschiede zu frei verfügbaren Informationen und die Beweise für die Wirksamkeit seiner Angebote achten.
Outlines
📉 Das Ende des Verkaufs von Informationen
Dieser Absatz thematisiert die Herausforderungen des Verkaufs von Online-Kurse und Informationen in der heutigen Zeit. Der Sprecher erklärt, dass die einfache Vermarktung von Wissen nicht mehr die gleiche Wirksamkeit hat wie zuvor, da die Nachfrage nach Online-Kursen im Jahr 2020 aufgrund der Pandemie ein Hoch erreicht hat und seitdem zurückgegangen ist. Er betont, dass die Abschlussraten für Online-Kurse in der Branche nur zwischen 5% und 15% liegen, was auf ein signifikantes Problem hinweist. Der Sprecher teilt mit, dass er und sein Unternehmen Strategien entwickelt haben, um in der neuen Situation erfolgreich zu sein, und will diese im weiteren Verlauf des Skripts mit den Zuhörern teilen.
🛠 Implementierung anstatt Informationen verkaufen
In diesem Absatz wird die Idee eingeführt, dass es heutzutage wichtiger ist, die Implementierung von Wissen und nicht nur die Informationen selbst zu verkaufen. Der Sprecher argumentiert, dass die Zeit ein wertvolles Gut ist und dass Menschen heute lieber die Möglichkeit haben, schnell Ergebnisse zu erzielen, anstatt sich mit einer Überflutung an Informationen auseinandersetzen zu müssen. Er schlägt vor, statt Online-Kursen Dienstleistungen anzubieten, die entweder die Implementierung für die Kunden übernehmen ('für sie tun'), mit ihnen durch den Prozess gehen ('mit ihnen tun') oder in Gruppen ('mit anderen tun'). Diese Ansätze sollen die Implementierung und die damit verbundene Verantwortung fördern.
🤝 Die Bedeutung von Gemeinschaft und Verantwortung
Der Sprecher betont in diesem Absatz die Rolle von Gemeinschaft und Verantwortung für den Erfolg von Online-Kursen und -Dienstleistungen. Er erklärt, dass die Schaffung von Gemeinschaften und die Bereitstellung von Coaching oder Beratung ('mit ihnen tun') wesentlich ist, um die Abschlussraten und die tatsächliche Implementierung des Gelernten zu erhöhen. Er erwähnt auch die eigene Erfahrung mit der Einrichtung von zwei verschiedenen Communities, die dazu beitragen, die Teilnehmer an einem gemeinsamen Ziel zu binden und sie durch Struktur, Anleitung und Verantwortung zu unterstützen.
📈 Strategien für den Verkauf von Implementierung
In diesem letzten Absatz werden verschiedene Strategien für den Verkauf von Implementierung diskutiert. Der Sprecher unterstricht die Wichtigkeit, die Convenience und die Unterschiede zwischen dem angebotenen Produkt und kostenlos verfügbaren Informationen hervorzuheben. Er betont auch die Bedeutung von Beweisfotos und realen Erfolgsgeschichten, um die Wirksamkeit des Angebots zu unterstützen. Schließlich teilt er die 111-Strategie mit, die für Neulinge hilft, schnell Ergebnisse zu erzielen und somit als Beweis für ihre Dienstleistungen zu dienen.
Mindmap
Keywords
💡Verkauf von Informationen
💡Dienstleistung
💡Umsetzung
💡Komplettierungsrate
💡Zeit
💡Kommunikation
💡Community
💡Kohorte
💡Bezahlschwierigkeiten
💡111-Strategie
Highlights
Selling information alone is no longer effective for building an audience or generating revenue.
The shift from selling online courses to focusing on service and implementation is necessary for business survival and growth.
In 2020, online courses peaked in popularity due to the pandemic, but have since declined as people became overloaded with information.
Industry-wide completion rates for online courses are abysmal, averaging between 5% to 15%.
The abundance of free information has diminished the value of selling information, necessitating a pivot to selling implementation.
Time is a scarce and valuable resource, making implementation and results more appealing than information.
Three alternative approaches to selling information are suggested: doing it for them (service), doing it with them (coaching/consulting), and doing it with others (community).
Services can be scaled through agencies, leveraging people and software to generate more passive income.
Coaching and consulting offer personalized guidance and accountability, setting them apart from generic online courses.
Communities and cohorts provide a structured environment with peer support, increasing the likelihood of success.
The power of community is emphasized, with examples of higher completion rates in group settings.
Selling convenience, not just information, is key, as people are willing to pay for ease and organization.
Differentiating your offering from free information available online is crucial for attracting customers.
Proof of results and case studies are invaluable in supporting the efficacy of your teaching methods.
The '111' strategy is introduced as a method for beginners to gain initial proof and credibility.
The importance of understanding and communicating the unique value proposition of your offering is discussed.
The transcript concludes with advice on avoiding common business mistakes and maximizing revenue.
Transcripts
selling information doesn't work anymore
if you're somebody who is trying to
build an audience and to take this
expertise of yours to teach your
audience how to do something you
actually do come from a place of service
and you're thinking that you can package
this information and sell it and make a
living generate Revenue unfortunately
that's not going to happen and it's sad
to say especially as somebody who has
been selling online courses since 2017
but in 2022 we noticed some things and
we definitely made a change in our
business to be able to not just survive
but thrive in this new space and I want
to share with you exactly how to do that
because it's not information used should
be selling it should be something else
which I'm going to tell you in just a
moment and no I'm not going to make you
wait till the end or download anything
in order to get that I'm going to tell
you trust me but first let's go into
some of the data to show you people
aren't buying online courses like they
used to in 2020 we were at the height
because everybody was at home because of
the pandemic but then over time in the
next couple years people got overloaded
and just tired and you probably aren't
buying online courses we've see we saw
it on our end as well people just were
not buying online courses as much as
they used to it used to be so easy we P
we past that Golden Era of just selling
information now right but number two
those who are buying online courses are
seeing abysmal completion rates I mean
we're talking industrywide 5 to 15%
which means means five out of every 100
students who pay for an online course
are completing it that's 95 people who
don't get the full value of what is
being offered there we saw this on our
end as well the decline and we said we
don't want this anymore we have to make
a change and there's been some studies
like this one from research gate here
that's showing percentages as low as 3%
for completion rates which is just
insane so even if you are selling online
courses and are successful doing that
are you really succeeding if you're
students aren't completing them no so
what does work what are we supposed to
do what can we sell well in order to
tell you that we have to get to the root
cause of why information no longer is of
value and it's because there is so much
information out there I mean before back
then information was valuable right when
I started my first online course it was
in 2008 I was selling information to
help people pass an exam this
information did not exist anywhere
online so people paid to get access to
it passed their architectural exams and
I got paid and that was great we are
past the Golden Ages the Golden Era of
just having information be valuable
because there is so much of it not only
is there so much people can find and
search for and it's all free but there's
so much getting force-fed down
everybody's throat that we're just we
don't want more information right so
what is working today well we have to
think think about what is scarce for
people today what is valuable for people
today and what is valuable today time is
valuable because for all of us it is
scarce and finite we have to stop
selling information and start selling
implementation implementation the actual
process of doing the thing or getting
results from that information right and
it can be done in three different kinds
of ways and based on the way that you
select or the approach that you want to
take you can change your pricing model
your business model and even just your
business structure so let's talk about
it number one do it for them this is
what we like to call a
service now what's interesting is you
may have started a service and tried to
then convert it into an online course to
try to automate it or generate passive
income from that that is much much
harder to do now again for the same
reason there's so much of that
information freely available a service
is a great way to help people because
you can be the person to actually
Implement and do the things for them a
lot of people wish they had a skill or
don't have the time to do something and
if you can do it for them you can get
paid in fact if you are just starting
out starting a service-based business
which is the least passive thing you
could do is the quickest way to generate
Revenue person has problem or need you
have the ability to help them with that
hey hire me I'll do it for you boom you
can get paid now there are ways to scale
this this is where agencies come into
play we're not going to go too deep into
this but if you were to then hire people
to do that service for your target
audience then you could be more of a
manager and more a CEO versus somebody
doing that work and that's how through
the power of people and perhaps even
software right software as a service you
could scale this up and start to
generate perhaps a little bit more
passive income in that manner but let's
move on to number two do it with them
what is this exactly well this is either
coaching or
Consulting so instead of just literally
doing the thing for them you are walking
them through the process you're taking
them with you on that Journey you're
doing it with them this is something
that you can also charge quite a bit for
and it does require your time and it
still can benefit from more of an agency
type model if you have people who
represent the process that you teach
sure but the key word here is
accountability this is where you can
through accountability serve these
people and yes the information that was
available in the course or in your head
still may be there and be required the
steps are required but that plus one of
accountability is going to be the
differentiator there this is what most
people need and why online courses alone
don't work because there is no
accountability right we all hype up the
sales page and how great this thing is
once you get into it but once you get
into it you're kind of left to your own
devices that's not working and that's
the business model change that we made
at SPI which takes us to number three
doing it with others that's a
community or cohorts right you can run
people in groups through what it is that
you're teaching because that
accountability is there and Studies have
shown that people are more likely to
succeed when doing the thing that
they're doing alongside other people I
mean think about going to the gym it's
so much easier to go to the gym when you
know a buddy's going to be there or you
have somebody to call you on that day
that you don't want to wake up or you're
late to go out on that run whatever it
is you know that inherently that it's so
much easier to do that so we as creators
we can create those spaces we can set up
a circle account or a LinkedIn group or
whatever to bring our people together to
help encourage them to go through a
process right it's just so much harder
to have the willpower to go through an
online course on your own especially if
the material is a little bit harder this
accountability between both number two
and number three here are absolutely key
accountability is the key word and again
stop selling information start selling
implementation that's what people want
if your tire is flat on the road you
don't want the information about how to
change that tire you want somebody to
come and do that for you and get you on
your way as soon as possible and that's
what we should be offering that's what
we should be selling it's either access
to us or people or each other in order
to achieve a goal not just the
information cuz the information is
everywhere in 2020 we launched our very
first Community it's called SPI Pro and
you can find it at SPI pro.com this is
for higher level entrepreneurs who have
success in their business who want to
come together and what was really
interesting is we ran a survey and this
survey the number one least thing people
wanted in the community was more content
they didn't want more information they
wanted connection they wanted
collaboration opportunities they wanted
join masterminds which is exactly what
happens in here we've since raised the
price of this because there is so much
value in bringing the community together
in 20122 we launched our second
community and this is a community for
more people especially beginners in the
audience called our all access past and
this has been the most incredible thing
because people are able to go through
the information that we already had
these online courses that were available
but we've restructured them around
Community again Community powered
courses we even run these things called
Accel El ators you can see one here that
started for email marketing specifically
it has a specific start date and a
specific end date and that's really
great cuz people know there's a clear
start and finish line to this thing and
they're going through it together and
here are the incredible results for one
of our last accelerators 110 people
signed up 40 people finished which is a
36% finish rate and that's not just not
getting through the content that's
taking action on the things that we're
teaching we have a number of courses
this one was sort of a 2011 podcasting
course we teach everything from email
webinars uh creating online courses
creating communities all the things
inside of the all access path but all
this to say the power of community to
help people achieve a goal it's not the
information alone that's doing it it's
the information along with other people
with structure with Guidance with
accountability and that is huge so you
can still sell information but it's not
the information alone that's going to do
it so a few things here convert the
convenience people pay for a convenience
I remember when I first started selling
my architecture guide back in the day uh
to help people pass an exam much of that
information was the same information
that they could find on my website at
Green exam academy.com that website
still exists it's still providing
Revenue monthly for over 15 years now
which is pretty wild uh and mostly
passive but the reason why people were
buying that information even though it
was still on the website for free was
because of the way it was conveniently
put together because it included
practice exams and other things all in
one spot right and there was
accountability kind of built into that
so convert the convenience not the
information right it's much easier and
there's value in this thing I have to
offer versus you either figuring this
out on your own searching the internet
and kind of you know getting lost and
all the mess out there come here do it
will help you that's the way to do it
next you got to really understand what
the differentiation is between what you
have to offer and how it's packaged
versus what people can find for free
because more often than not people are
coming here on YouTube to find answers
to their things and in many cases sure
they might be able to do it if they were
to implement it but what implementation
opportunities are available inside of
what it is a cheer offering and it
doesn't have to be a big cohort or
anything like that it doesn't have to be
coaching but what specifically do you
have that is different than the frame
information that people can find
anywhere you have to call that out
upfront or else people are just going to
say oh this person's charging for stuff
I can get anywhere else so that's number
two number three proof is priceless
proof is priceless support your claims
about what it is that you're teaching
and the Transformations that it could be
offering people with real life case
studies and proof that this thing
actually works which leaves us with a
little bit of a conundrum especially if
you are doing this for the first time
you haven't had students yet how can you
get proof to get students in the first
place well this is where our 111
strategy comes into play find one person
with one problem and give them one
result I have a video that I'll point
you to that you can go to it's a very
short video that'll go through a little
bit more of that detail if you need it
and if you're just starting out that's
where I recommend you go next and it
explains the 111 strategy so that you
can get started sooner than later start
getting those real life results so that
you can then use that as proof to then
scale up and sell your things so good
luck hit that subscribe button because
I'm going to help you with this business
advice out here there's a lot of people
who teach business I've been doing it
for 15 years I've built a number of
different businesses and I'm here to
teach you what mistakes to avoid and how
to get more money more quickly I got you
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