Why I Don't Do LIFETIME ACCESS for My Programs Anymore (You SHOULDN'T either!)

Why I Don't Do LIFETIME ACCESS for My Programs Anymore (You SHOULDN'T either!)

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What's up everyone. Welcome to the turn, your followers into clients podcast. In today's episode, we are going to talk about a few things I'm going to share with you guys, why I don't do lifetime access to any of my programs anymore. Why you shouldn't either. And if this podcast does a good job in convincing you how you can actually make the transition from offering lifetime access to your products and services for your clients to transitioning into a business model where you give people limited access. Now I know that for a lot of people, including myself, you know, maybe years back, you would think that it's ridiculous not to offer lifetime access, maybe because you've seen other coaches offer it, or maybe on the client side, you appreciated having lifetime access to the programs or the services that you've purchased. I had the same thought process and specifically Hawaii.

I started giving lifetime access to my programs in the beginning when I started back in 2019, and also in the early stages of 2020 is because the first coach that I ever hired, she also gave me lifetime access to her products. And because I got lifetime access to the products, I was grateful for it. However, I truly didn't value it. And it made me kind of think about that as I started maturing in business, not only this, the reason why I did lifetime access, not it's not just because I saw my own coach do it. It was because I saw other coaches offer it as well as a benefit to their clients as a benefit to their prospects. So it was kind of like a sales tactic to get people, to feel like their programs are more valuable because you're paying, once you pay, you get lifetime access to the full thing.

And I completely understand, but over time made some realizations. I got more experience under my belt. I worked with other mentors, coaches join more programs, and it was able to really make my own decision on whether or not lifetime access was something I wanted to continue doing. Now,

here are the two things that kind of spoke to me as I was making the decision. Like I said earlier, when I got lifetime access to programs, courses, and everything else, I truly never valued them. And I also never access them with urgency because I knew that it was always going to be there. So that would either slow down my results, or I wouldn't really touch the programs at all because I knew that there was no deadline. I knew that I had a handle on it for a really long time.

Secondly, I also started investing in higher level transformational programs and my observations of being a part of those programs where I got the best results in was the fact that it was not lifetime access. It was generally 12 months access programs, where you're you join a program for the year and you soak up all the knowledge within that year. You execute within that year. You take massive action. And by the end of that year, you're given the option to either renew it. If you'd like to stay in that program or you leave it. And I realized that those 12 month containers was, I got the best results. And also at that stage,

I was no longer comparing myself to coaches who were starting out and giving lifetime access as like a sales page perk. I was more so following coaches at an even higher level that was not offering lifetime access and the big results that they got for their clients. And so those were kind of like the two observations that I made, but also on top of those two observations that I made from myself and other people, I also noticed some problems with lifetime access as I scaled. So my program, the boss' Graham academy, when it first started out, it was lifetime access to my students.

But here are some of the problems that I started getting as I was scaling up as I had the program for longer, because I've had this program for a really long time, since 2019. Right? So the first problem that I encountered by having lifetime access is whenever I updated the program, I would feel a lot of resentment and that's just no filter. And for me, it wasn't just small updates, like adding a lesson here and there.

It was specifically when I migrated the boss Graham academy, 1.0, and I turned it into boss Graham academy 2.0, and it was a huge update. It was the entire curriculum being updated, but also the positioning of the program was different. The target audience that I was trying to target with different, the look and feel was different, the entire curriculum, everything a to Z, it might as well have been a new program.

And I remember feeling a little bit of resentment that, you know, I wasn't really charging an upgrade fee. I wasn't really being compensated for that amount of work that I was putting in. And the fact that the students who paid let's say $500 in the beginning, they're now going to be able to get lifetime access to all the updates that I make, um, that are pretty much worth the thousands. And so I kind of realized that there was no opportunity to really upsell or increase lifetime value. But beyond that, once I did do the update,

I realized that the students that enrolled in the beginning didn't really value that update. No one really accessed it. I just felt like they weren't really, truly appreciative of the huge update that I provided. And so that was when I started feeling a little bit of resentment towards lifetime access. Now beyond just the updates that I noticed a little bit of resentment around, I also realize that lifetime access was sending the message to my clients, that they could get lifetime access to everything that I did. So for instance, if I wanted to add, um, newer additions, for instance, group coaching calls, or let's say I launched a little mini course out on the side, the clients who got lifetime access to the boss' Graham academy would suddenly assume that they would also get lifetime access to future group coaching calls or my other offers that weren't necessarily related to the boss Graham academy.

And so that was another thing that I encountered as a problem with lifetime access and the message that I was sending out, not only this, and this is less about me, and it's more about my students. I realized that when I had the lifetime access business model, I had lower completion rates, meaning that we had a lot of students buy the program, but they never finished the program. Or maybe they like look at it for maybe the first 30 days and then they completely drop off. And because there was a decrease in completion rates, there was very low completion rates on this program. And we also found that we had lower testimonials, lower testimonial collection, lower results, because obviously you need to actually finish the program or finish a good portion of the program for you to see results. But because people knew that they had lifetime access, they didn't have that sense of urgency to actually execute.

They didn't have that sense of urgency to do the dang thing. And so that impacts their results. And we all know, or if you don't know, I'm going to tell you right now, if your clients aren't getting results, then guess what? You're not going to get social proof. And what, why do you need the social proof that social proof needs to be used to sell your product even more to have other people buy in? And so your sales, there's an impact on that. If your clients aren't getting results,

now it could be for other reasons. But what we found is that it was because of lifetime access, people were sitting on it, they were procrastinating on it. You know, why would I need to, you know, rush myself to complete this program.

If I'm going to have lifetime access to it anyways, I can do it next month. I could do the month after. So there was just more excuses being made. And overall this impacts the student experience where there's no momentum, there was no momentum. And if I compare it to the higher level programs that I've joined, where I've gotten massive transformations from, it was always because I knew that I was going to lose access to that program eventually. And so I made sure I dedicated the time to execute.

I dedicated the time to ask questions. I prioritized it. There was a sense of urgency towards it. And so, because I was taking massive action in a short period of time, I got massive results. Not only this, another issue that I had with lifetime access is our older students just simply wouldn't graduate from the program. And so what I mean by this is, especially if you run on an evergreen model, but even if you don't, let's say you have students who just hang around for a really long time. Let's say your program is meant to give people results in six months. Okay,

great. So by the six month mark, you should already have ABC results. What we were finding, especially because we had a Facebook group community. We had students who joined the program years ago, like maybe in 2019, or, you know, early 20, 20, just years ago or months ago, who technically have gotten their results. They've gotten the use out of the program, but because it was lifetime access, they still continue to leverage our student community and that's okay. However, because they were more advanced and because they haven't re they, they were technically graduates. They started asking questions that were out of scope.

So I'll give you an exact example. The boss Graham academy, our program is meant to help people sign their very first paid client and, you know, work within the one-on-one capacity. That's kind of what we teach. And so what we found is that we have students who have worked with one-on-one clients, they've gotten the results that the program promises, but they found themselves at a stage where they were getting booked out, which is a positive result of the program, obviously. But once you start getting booked out, it's time for you to graduate to another program, it's time for you to take another program that teaches the next step, whether that is, uh, leveraging your time, by creating a course, transitioning your program to a group coaching program, whatever it is.

But because we were giving lifetime access to the students, they going into our Facebook groups and asking questions about evergreen funnels, hiring a team, all these things that are considered more next level. And so what this problem created was out of scope questions in the Facebook group, but also it overwhelmed our other students who weren't at that stage yet. Right? And so they felt overwhelmed. They felt anxiety. They were like, oh gosh, why is this person asking about evergreen funnels? I'm just trying to sign my first pay client.

Should I be focusing evergreen funnels? What do I do? It starts creating chaos in the group. And that was because we were offering lifetime access to everyone. And so the people who technically should have been graduated already, who technically should have been moved on, they didn't move on. And the thought process is probably because, well, why would I move on if I have lifetime access to this program, if I have lifetime access to this Facebook group, I would rather ask my question here, then invest in another program.

I totally understand that thought process. Yes, but that hurts them. And it hurts you as the course creator as the program creator as the coach, because now you've got, like I said, out of scope questions in your Facebook group, boundaries are being broken. And that person, that alumni, or that graduate, who technically hasn't yeah. Graduated them, asking questions in a Facebook group that is filled with people who technically isn't on the same level as them. They're not going to get the best answer. They need a different container. They need another group. But again,

because I wasn't because I was offering lifetime access, you know, it was harder to, for them to see that. And I was enabling them to do that, that, and so there's that now here, some other problems that come with lifetime access that, um, you should consider. First one is ask yourself, if you are for lifetime access to your program, what is your exit strategy? What is your discontinuation plan people? What they do, if they do offer lifetime access, usually in their disclaimers or their contracts or their terms and conditions, they might say lifetime access for the duration of the existence of this program. But even then, what is your plan on making sure clients and customers don't get upset? They don't feel misled ABCD. So when you offer lifetime access, you have to realize that yes, maybe in the short term, lifetime access might make people want to buy your program more when they're comparing different programs. But you also have to tell your, ask yourself,

like, is this program really going to be here forever? Are you really prepared to give lifetime access? Are you really prepared to do lifetime updates? Lifetime is a big deal, right? And especially if you have coaching calls included in your program, right? And if you have lifetime access to your calls, are you really going to be doing these calls forever? Like I understand that when you are starting out, it's okay for you to do calls. Maybe you have a smaller audience. Maybe you feel like you want to get as close as possible to your students. And I completely get that. I also love calls. However, what if your business scales to a point where you have a lot of people on those calls, what if your life circumstance changes? What if you start a family? What if your priorities change? What if your volume increases? How are you going to manage that? How are you going to manage that? And so that's a really sticky situation, especially if you're offering lifetime access to calls and not to mention, if you offer lifetime access to calls, you know, what if there's that student who technically should have graduated years ago, they hop on that call and ask an out of scope question. You know,

when you offer lifetime access, you're not creating that natural transition for your student to move on to the next level. And it's not necessarily just for your benefit. Again, it's for your students' benefit as well. You want them to move on, you want them to graduate, whether that's to your next offer, that's higher up or to someone else's program that can really help them with the problems that they're facing after they've gotten the result from your program. And so these are things that you want to consider with lifetime access. So I mentioned all of the problems that I encountered when I had lifetime access. And now I want to shift gears and talk about the positives of not having

lifetime access. The first one is people will actually do the program because they know that they have a limited time to execute. So let's say in the boss Graham academy, we have seen an uptake in completion rates because we switched from a lifetime access model to a 12 month only model. And so since switching to the 12 month only model, we see an increase in results. We saw an increase in testimonials. We saw an increase in momentum and an increase in, um, completion rates and how we explain it to our prospects.

Cause we always get emails from people asking, why isn't it lifetime access. This is how we explain it to them. The why it's not lifetime access is because it shouldn't take you a lifetime to jumpstart your business. And again, just to remind you guys,

the boss Graham academy, it's really to help people launch their coaching business and sign their first few paid clients, how they can turn their followers into clients. If it takes you over a year to get that result, you are doing it wrong. There's something wrong with the whatever strategy, whatever mindset you're going into your business. And so when we explain it to people, we basically say it's 12 month access because shouldn't take you more than 12 months to actually reap the entire benefits of this program. And so that is why we have set the container to 12 months. Now,

technically in the boss Graham academy, it should take you, some people take four days to get the results. Some people take three months, four months, whatever else. And so how we explain it to people is 12 months is the perfect container.

If you do need to take a break, if you do need to slow down, you absolutely can't. But at the end of the day, a year from now, you should have your business up and running. It shouldn't take Q over 12 months. So that's kind of how we see it and why we're so firm with our 12 month access philosophy.

Another thing too is something that we have been able to do because we no longer offer a lifetime access is now we have automation set up because we know for every student who goes through our program, we know that on the 12 month mark there, our offer is going to expire, right? They're going to have to make the decision on whether or not they want to keep the program or move on or whatever else. And so that allows us to strategically plan our automations to upsell. So let's say, um, we know that our students at the 12 month mark, they're going to lose access. Well, three months leading up to the 12 month mark, we'll start sending emails, sequences that give them a reminder like, Hey, your 12 month is almost up. We just wanted to remind you and present them options, right? So we either present them an option to retain access. So let's say if they need the program for a little bit longer, that's totally fine.

But here's the little fee that you need to pay in order to retain that access. Or if you don't need to retain the access any longer than here are some amazing other programs that we would offer, like we would recommend for you as the next step, or if we next level program, that is a perfect time for us to introduce that program to them. So let's say if I've got the boss Graham academy, and then my next program is, you know, ABC program that allows people to package their one-on-one program and turn it into a course well, near their 12 month access mark, it's going to be a great opportunity for me to introduce that next level program to them. And so, because we're not doing lifetime access anymore, and it's 12 month access, it's lot easier to strategically plan the life cycle of a student and make sure we're presenting offers to them at the right time when they are ready. Because at that point, you know, once kind of like at the 6, 7, 8, 9, 10, 11, 12 month mark of joining our program, you should probably already have your first, you pay clients. You probably have your niche defined. You have all these different things,

which would make you then a perfect candidate for our next level program. And so now you've got more upsell opportunities and your students can grow with you. Whereas if you do lifetime access, you might create situations where a student's like, well, why should I, why should I join that next level program? If I have lifetime access to this program? And they don't realize that the two different formations are not the same, they're different. And so that's one thing that you have to realize, Hey boss, are you enjoying what you're hearing so far? Well, I'm interrupting my own episode to invite you to my free training over@wwwdotfollowerstoclients.com. This training has helped thousands of my own students nail down their niche, create content that brings them more leads to their door and implement an easy to deploy social media funnel that helps them close clients like a boss. This training is perfect for anyone who's starting out in business and wants to know the roadmap to make them 10 K months, regardless if you're a new coach content creator or corporate escapee.

By the end of this training, you are guaranteed to walk away with strategies that you can implement instantly. The best part is is that this training is absolutely free and breaks down my entire methodology to signing paid clients, plus complimentary trainings that I don't share anywhere else on my free channels. Register today@wwwdotfollowerstoclients.com. Link is in the description box below. I can't wait to see you there.

And now let's get back into the episode. Another benefit of not having lifetime access and doing something like 12 month access or whatever your program structure is, is now all students in our Facebook community are more or less on the same page. So remember when I mentioned the alumni problem or the graduate problem, how like students from ages ago are still hanging around in our Facebook group will now because we w we remove access after 12 months. Well, then those students get to actually graduate and move on.

And so our Facebook group is always going to have students that are more or less on the same page, which increases the value of that, of that Facebook group. And so that's another positive. It's kind of like, imagine if you had lifetime access to your high school and you just never leave high school, it would be not a great experience if you're in a classroom and you've got like grown adults in your class asking like super advanced questions. And you're like in grade 10 and just trying to learn basic algebra, let's say, you know, it doesn't make sense. It dilutes the quality of that group.

And so by removing lifetime access and enforcing like a deadline on when to actually finish the program, it allows people to truly graduate and move on. Not only this, because they move on, we can remove them from our Facebook group, because the problem, especially as you scale your Facebook group, if you offer lifetime access to that, it's just going to keep growing. And as your Facebook group keeps growing, because no one is leaving, then you're going to have to spend extra money on coaches. You're going to have to spend extra money on community managers. And it's going to be harder for your existing students to like find quality posts or to even get their posts to be seen. And so for us, as like a,

uh, like in terms of managing the Facebook group, it allows us to keep levels pretty much the same, because as people are entering our programs, there's a handful of people that are also leaving. So there's a cycle, there's a turnaround cycle. And so that's the benefit of not offering lifetime access, especially for your Facebook group communities. Next, another thing that we found has been beneficial with not offering lifetime access is like I said, the results of our students and because the students are getting way better results. Like we have students not just only making 10 K months, but 30 K 50 K all these amazing results since us switching away from lifetime access, it also has empowered them to not offer lifetime access to their clients. And then their clients are getting better results as well.

So we're creating a ripple effect of transformation, because like I was mentioning in the early parts of this episode, the reason why I offered lifetime access wasn't because I thought it through it wasn't because it made sense for my business. It was because I was copying my previous mentor. And so that's the problem that happens, especially when you're a rookie is you don't think strategies through, and you admire all these mentors, which is great, but you're like, oh, okay, well, if she's doing that, I'm going to do that too.

And then you don't think through the consequences, you don't think through the pros and cons, you don't think through if that, if that strategy actually aligns with your business vision. And so for us, we love the fact that we're empowering our own students to not do lifetime access either. And they have seen their clients get incredible results. So at this point I've shared the negatives of having lifetime access and the positives that come when you remove lifetime access. Now, I want to switch gears and talk about how to actually make the shift. Now,

the first lesson that I want to give, especially if you're listening to this episode, and you're still deciding between the two models, let's say you still want to give lifetime access. Okay. That's totally fine. You'll see, later on what I'm talking about, I feel like people need to make their own mistakes and come to their own conclusion. So I'd completely understand, but if you're going to give lifetime access to your program, make sure you do not give lifetime access to your calls. I cannot imagine giving lifetime access to group coaching calls or whatever calls, because that just sounds exhausting. And it sounds like you're not really creating flexibility in your life to have other opportunities to come up, to have other engagements, to come up to have you reprioritize things.

Offering lifetime access to calls is a really dangerous thing, not just for you, but for your client. Your client will never truly grow. If, feel like they can access you for calls every time. And so my recommendation is to, if you're going to offer lifetime access to the course do not offer lifetime access to the calls, have a limited amount of calls if you'd like. So when I, I think it was like the second version of the boss' Graham academy, we gave lifetime access to the course itself. So the core curriculum,

the content that people were getting, however, for the calls, each student would only get four calls. And so it was easier for us to make the transition later on if we wanted to either remove the calls or do something else with the program. And so to reiterate, we gave lifetime access to the core curriculum, but we did not give lifetime access to the calls. And so whenever someone joins each student gets four calls. And so when we were making the transition away from calls cause eventually with the boss Graham academy, and we decided to remove the calls and instead in bed, a lot of the lessons that we were teaching on the calls into the core curriculum.

So the core curriculum was drastically improved because of the calls. We decided to remove the calls because we were scaling up and it was a lot easier to remove those calls because all it took was for us to keep doing the calls until the very last students, four calls was expired and it was up. And so at that point, it was a lot easier. Versus if we gave everyone lifetime access to the call, it would have been a really difficult transition away from that. It's not impossible, but there would have been more friction. Now, another thing when it comes to making that transition away from lifetime access, let's say you are someone who's currently offering a lifetime access business model, and you want to transition to a 12 month access instead. Well,

what you have to do is you have to basically honor what was promised to your previous clients. Because I remember when I was making the switch, I was like, what do I do with my existing clients? They're going to be so upset if I take away lifetime access. The, the, the thing is that you have to realize is you're not taking away lifetime access to your existing students.

What you're doing is you're taking away lifetime access to your future students. So what this means is when we made the transition away from lifetime access to all of the students who were existing students, we basically let them know, Hey, the boss Graham academy is switching away from a lifetime access business model to a 12 month access program model. This is why we have found that completion rates are going to be higher. We have found that, um, you know, it benefits you because then you're alive. You're able to actually get results a lot faster, yada yada, yada. However, if you are a student who enrolled from X date to X date, we will still give you lifetime access to the core curriculum. However,

please note that any student who enrolls after X date, their program access is going to be 12 months. And so there was basically no backlash whatsoever because our existing students never felt like they were ripped off or anything like that because they still got what was promised to them. It was just our future students. The moment that we changed sales page away from lifetime access, those students no longer have the lifetime access perk. Now it's 12 months access. And so that's kind of what we did now. Another thing is that we did when we were making the transition is not only were we making the transition away from lifetime access. We were also facing out group coaching calls like I mentioned earlier.

And so the reason why we were, we decided to phase out group coaching calls was because at the time, uh, all the calls were with me and the boss cademy curriculum is not as refined as it is today. And so the calls were great and it was a really great way for me to understand what students were truly going through, what questions they had. But at some point after almost a year of doing the calls, we realized that the questions started to become repetitive.

It was pretty predictable about what the questions would be like. And also, you know, calls there would be like 200 students on a call, a hundred students on a call because we were scaling up. And so it was no longer manageable. And so I had to make the decision, do I want to hire more coaches to sustain the calls or do I want to remove the calls and integrate all of them? Things that I was teaching on the calls that I was coaching on, on the calls and do a massive curriculum update. So that for any type of student, they don't really need the calls anymore because there's so many things that are covered in the core curriculum itself. Do we want to move to that model?

And so either option is good, but for me, what I decided was to remove the calls and update my program entirely to really reflect what was talked about in the calls, because all the questions were pretty much frequently asked questions at that point. That's a really good indication, by the way, if you're on calls and you notice that students are pretty much asking the same thing over and over again, that's a really good indication that you likely need to update your program so that those questions are already addressed in your lessons. And you don't necessarily need to spend hours and hours repeating yourself on the calls. And so how did I make that transition? Well, as I was phasing out the calls, I was really honest with my existing students on the transition on every single call. I think like even half a year leading up to it, I was already, you know, telling our students, Hey, you know, we're working on a transition.

We're thinking of removing calls. Don't worry. You're still going to get your four promise calls, but I just wanted to give you guys a heads up. And so we were really honest with our students about why we're making the changes and they completely understood our business decision. And, you know, we also let them know that we'd be doing a huge curriculum update so that you don't really need the calls anymore. Because if anything,

you don't have to wait a week to hop on a call with me. All the answers are already going to be inside the boss Graham academy. So it's actually going to be a smoother experience for them. And so we were really, really, um, honest with the transition and we reassured them that they're not losing out on anything because in the beginning we never gave lifetime access to calls. Now let's say, if you are someone who's listening to this and you did give lifetime access to your calls, but you really want to make the transition. Like I mentioned,

it's not impossible, but you're going to need to be a little bit more creative so that your students or your clients don't get terribly upset. And so when you remove something from your program to your existing clients, so let's say you're removing something that was previously promised to them on the webinar they attended on the sales call, they intended sales page. They looked at whatever it is you want to make sure that there's an exchange. So let's say, you know, if I was someone that had lifetime access to calls, this is how I would do it to my students. I would say, Hey, everyone, we wanted to announce that this is the last year that we're going to be doing calls. So at least the students have like, you know, months to prepare and it's not like a shock to them. So I would make sure I say,

you know, this is the last year with the calls. And I also want to make sure that I offer, you know, a special mini course to all of you guys, because I want to thank you for your time that we've had together with these calls. And so what I'm doing is number one, I'm giving people a heads up like a really early heads up, and I'm also offering something in exchange for closing out the call.

So I may be offering each person a bonus course, or maybe I'm offering them, you know, an extra call or, you know, anything you kind of want to make sure that there is some sort of exchange because that's going to allow you to not have as much backlash with your existing students. If they were pretty much used to having lifetime access with you. Now, another thing that we did with our transition is, um, something I mentioned is that fact that our existing students still had the calls. They still had lifetime access, but our new students would not have the calls and they would not have lifetime access because we were basically restructuring the entire program, but also our business model. So what we did is we created two Facebook groups. So all of our existing students are old students. They were in one boss, Graham academy, Facebook group, where they could freely talk about the calls that they've been on.

They can mention whatever else. And then for our new students, they were in a different Facebook group. So basically we separated the two types of students temporarily. The reason why we did that is because we didn't want our old students to mention the fact that they were still getting calls and confuse our new students. We didn't want our students to look at it and say, why didn't I, why don't I get calls? You know, that's not fair, yada, yada, yada, even though for us, it was just a switch in the business model, right? It's kind of like your old clients getting one bonus.

And then once you relaunch something, your new clients get a different bonus. It's kind of the same thing, but we didn't want to create chaos and confusion. And so we separated the two Facebook groups and also with our existing clients and students, when we were hopping on the calls, we told them about that.

We said, Hey guys, we have a new Facebook group for our newer students. You guys are going to stay in this Facebook group. And we kindly ask you that when we're hopping on calls, please don't take any photos and posted on social media. These calls are between us. You know,

we were really transparent with our students. We involve them in our business decisions. We involve them in our game plan and we never had an issue. All the students respected it, they followed the, and there was never anything chaotic that happened between the two groups. It was just kept separate. Now, eventually,

as people were graduating from the boss Graham academy, uh, we start like, as they were basically finishing up the F the four calls, because for us, each student who joins at the time would get four calls. Once they finished their fourth call, we would then remove them from the, the old student Facebook group. And then we would put them into the new Facebook group so that they basically, um, were able to kind of like benefit from the newer Facebook group, because the newer Facebook group started to get more and more students. But anyways, that could be another episode. But basically the idea is that we split the two groups in the beginning.

And then once we were closer to fully making the transition and all of our previous students had finished up their fourth call, we then just shut down that old Facebook group. And then now we only have that one Facebook group essentially, after we basically filled out through all the calls and that whole transition took like a year. I stayed on doing calls for a year until the very last student finished their fourth call.

So these are just things to consider when you're making the transition. It's not just a, okay. I decide this going to switch it next year. I mean, going to switch it right away. It's a very delicate transition that you have to manage masterfully. Now, at this point, there might be a question that you might be asking is like, well, isn't switching away from lifetime access going to impact our sales.

Uh, you know, what, if someone chooses another program over mine because the other program has lifetime access. And we thought about that as well. And so this is what I want to say. Any high level, whole group coaching program, anything that's like $10,000 plus let's say usually there's never, ever lifetime access, you know, for masterminds intimate group coaching programs, even one-on-one coaching programs, there's no lifetime access component to it. So that's something that you have to keep in mind is that, you know, there are programs that exist at the higher level without bigger transformation that is not lifetime access. But for me, I know that I know my audience really well, and I know that my audience they're beginners and they're likely looking at other people's programs that are tailored to beginners. And a lot of the beginner programs are lifetime access.

And so we kept that in mind when it came to thinking about all the objections, that that would be coming up when people don't realize how important not having lifetime access is. So we understand that. So what we did is because we knew that our clientele is used to having lifetime access from our competitors. We decided that, Hey, we're still going to keep 12 months access to the core curriculum to everything else, but we offer lifetime access to the boss, Graham academy Cliff's notes. And what this is, this is like a 200 page PDF of everything they would have learned in the program. So that even if they lose access, even if they decide they don't really need BJ anymore, because they've outgrown the program, they got the result that they needed. They're still going to get a 200 page PDF cliffs notes, style of all the major lessons that they would have in the program.

This is kind of like our students is graduation gift. And the best part is, is for us because our students know that when they finish the program, you get this 200 page PDF. Number one, they're more motivated to actually finish the program because they know that there's a prize at the end of it. And number two,

in exchange for getting this PDF, we make our students fill out a student experience form. So that way, you know, if you want this Cliff's notes, fill out this form and we'll give it to you. And in that form, we ask for how their experience was like in the boss' gram academy, what their results were, you know, really understanding what they went through. And not only is this good for us for program feedback, but it allows us to also extract testimonials too. And so there is a win-win for everyone. And so that's kind of our strategy in terms of combating the common objection of, well, you know, am I going to lose sales if I don't offer lifetime access? Well, number one, just remember that higher level programs that offer high transformations are usually not lifetime access. So you,

you don't want to have that limiting belief that you can't succeed if you don't have lifetime access. And the second thing that you have to realize is let's say if you are targeting more so beginners and they're used to having lifetime access, well, it doesn't mean that your entire program needs to be lifetime access. You can still give other smaller things, or maybe like PDFs, mini courses that are lifetime access, but your main curriculum, all your calls, you know, I would highly advise against lifetime access. And so just remember that now, basically what I want you guys to take away from this episode is the bottom line is, is that removing lifetime access is not just good for you as a business owner, but it is also extremely good for your customer. Your clients and customers may not see it now, but once they enter the program and the results that they get, the transformations that they get, they're going to 100% get it.

All our students that go through our program, they love the fact that it's not lifetime access. It has been game changing for them. They usually say things like, Hey, Vanessa, and Vanessa's team. You know, when I first joined boss Grammy academy, I had a lot of hesitations because it wasn't lifetime access. And I thought that it was pretty ridiculous, but I bought it anyways.

And now that I've gone through the program, I realized that once I joined the boss' Graham academy, because I knew it wasn't lifetime access, this is the only program that I've actually gotten results with. And this is the only program that I actually finished. Imagine how impactful that is for your clients and customers to say, in a sea of courses, in a sea of programs that your program is the only one that they actually completed and that they actually got results from. That is the transformation that people are purchasing, not lifetime access, lifetime access, disables, your customer.

It doesn't enable your customer to actually get the results that they are purchasing. It doesn't get the transformation that they're hoping for when they buy your programs. So that is one thing that you really need to consider when you're thinking of whether or not you want to do lifetime access or not. And so if you're listening to this episode and you were debating between offering lifetime access or limited time access, I really hope that this episode changed your mind.

You just finished listening to an episode on the turn, your followers into clients podcast. If you enjoyed today's episode, make sure you leave us a review on iTunes. And don't forget to share this episode with your friends on social media. Just don't forget to tag me@vanessaloud.co on Instagram. Now, if you want more of that good stuff, head over to www.vanessaloud.co click on our blog and access all of the show notes from this podcast. Now, boss,

keep doing the thing and building a business. You don't need an escape from [inaudible].

2021-07-03 23:48

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