Podcast Summary: Courage & Clarity - Episode 139: No More Avoiding Objections: How Melody Reignited Her Group Program Sales

In Episode 139 of the Courage & Clarity podcast, host Steph Crowder engages in an insightful conversation with Melody Wilding, a seasoned coach and author. This episode delves deep into Melody's journey of overcoming sales obstacles, enhancing her group programs, and scaling her business effectively. Below is a comprehensive summary capturing the key discussions, insights, and conclusions from their engaging dialogue.

1. Introduction to Melody Wilding and Her Business

Timestamp: [01:42]

Melody Wilding opens up about her extensive experience in coaching and her transition from therapy into the coaching realm. With over 13 years in the coaching industry, Melody focuses on empowering professionals to discover their "professional power position"—a blend of self-management and influencing others' psychology.

• Melody Wilding: "All of my coaching work is about helping professionals in the workplace find what I call their professional power position" ([01:50]).

She generates revenue through various channels, including group programs, book sales, and speaking engagements. Melody has also authored two books, with her second book celebrating its three-month anniversary at the time of the podcast.

2. Initial Challenges in Group Program Sales

Timestamp: [03:18] - [07:45]

Reflecting on her early days, Melody discusses the initial success of her group program, Resilient, which she launched with the help of Steph's earlier program, Crickets to Customers. The program thrived, attracting over 500 participants in five years. However, between 2020 and 2022, Melody faced significant challenges:

• Plateau in Sales: Despite previous successes, Melody noticed a sharp decline in enrollments. Programs that once sold out were now struggling to attract sign-ups.

• Outdated Sales Strategies: Relying on traditional methods like webinars and email blasts without engaging in meaningful conversations led to stagnant growth.

• Lack of Objection Handling: Melody realized she was avoiding objections from potential clients, missing opportunities to convert skeptics into participants.

Melody Wilding: "I knew what I needed a lot of support around was being able to sell differently in this environment, getting more comfortable speaking to and working with people's objections" ([05:00]).

3. Joining the Mastermind Program: A Turning Point

Timestamp: [03:18] - [06:44]

Seeking a solution, Melody joined Steph Crowder's Mastermind program approximately 18 months ago. Her primary goals were to:

• Enhance Sales Techniques: Transition from passive sales methods to active engagement, addressing objections directly.

• Improve Messaging: Refine her copywriting and email marketing to resonate better with her audience.

• Build Personal Connections: Develop an interest list and engage in personal outreach to potential clients.

Melody Wilding: "Now the vast majority of the time those people are converting, whether it's into this launch or they're putting a deposit down for a future one" ([07:00]).

Through the Mastermind program, Melody learned to embrace objections as valuable content rather than deterrents. This shift allowed her to stay engaged with prospects, converting initial "no's" into "yes's" by understanding and addressing their underlying concerns.

4. Transformative Strategies and Mindset Shifts

Timestamp: [06:44] - [13:33]

Melody attributes much of her turnaround to the strategic and mindset coaching provided by the Mastermind program. Key areas of transformation include:

• Enhanced Launch Events: Strengthening the structure and delivery of launch events to attract and retain interest.

• Improved Copywriting: Crafting compelling messages that clearly articulate the value and transformation her programs offer.

• Personal Outreach: Actively reaching out to potential clients, sending personalized messages, and participating in meaningful conversations.

Melody Wilding: "I've just really learned to kind of stay with the discomfort of somebody kind of initially saying no and to get underneath what's really happening here" ([07:45]).

She also emphasizes the importance of mindset, overcoming the fear of promising specific results, and instead, presenting a range of possibilities based on past successes.

Steph Crowder: "You're being so specific about what is possible for people, what it looks like to find your power position in the workplace" ([11:00]).

5. Achieving Increased Enrollment and Scaling

Timestamp: [15:51] - [19:14]

Melody showcases the remarkable results of implementing the Mastermind's strategies:

• Consistent Sell-Outs: Post-transformation, Melody's Resilient program began selling out consistently, a stark contrast to the previous stagnation.

• Scaling Up: Due to high demand, she expanded from two to three cohorts per year, even exceeding her enrollment targets by 20-40%.

• Creation of New Programs: Leveraging the Mastermind's support, Melody launched additional programs like Lead from Within, catering to graduates of her initial course.

Melody Wilding: "I was listening to the way you were coaching other people, some of the scripts and strategies you were giving them. I could immediately use those things" ([21:00]).

Melody highlights the unique support structure of the Mastermind, which combines both strategic and tactical assistance, enabling her to refine her offerings and expand her business model effectively.

6. Unique Aspects of Steph Crowder’s Mastermind Program

Timestamp: [17:40] - [19:53]

Melody commends the Mastermind program for its hands-on approach and individual attention within a group setting. Unlike other masterminds that offer high-priced, passive participation, Steph's program provides:

• Responsive Support: Immediate feedback on specific tasks like email subject lines and marketing materials.

• Comprehensive Strategies: Balancing tactical tasks with strategic planning, ensuring a holistic growth approach.

• Agile Guidance: Ability to zoom in and out, addressing both detailed execution and overarching business models.

Melody Wilding: "This is unlike any other program I've been in in terms of the level of attention and depth and detail that you get" ([17:40]).

The program's blend of mindset coaching and business strategy equips participants like Melody to tackle both internal and external challenges effectively.

7. Future Plans and Continued Growth

Timestamp: [21:29] - [23:59]

Looking ahead, Melody shares her plans to further scale her business and launch new programs aligned with her upcoming book. Key initiatives include:

• Developing New Programs: Creating offerings that complement her existing courses and cater to evolving client needs.

• Refining Value Propositions: Continuously enhancing program promises and aligning them with measurable outcomes.

• Leveraging Feedback: Utilizing real-time feedback from the Mastermind to crystallize ideas and finalize program details.

Melody Wilding: "I rewrote the doc, and I feel like this is it. And so that's the power of having that sort of real time someone to give you that feedback" ([23:20]).

She emphasizes the importance of the Mastermind’s real-time support in making decisive and impactful business decisions.

8. Advice for Prospective Mastermind Members

Timestamp: [24:55] - [25:52]

As the conversation draws to a close, Melody offers invaluable advice to listeners contemplating joining the Mastermind program:

• Take the Leap: Encourages potential members to apply and engage without hesitation.

• Versatile Support: Highlights the program's ability to cater to diverse business stages, ensuring relevance regardless of where participants are in their entrepreneurial journey.

• Confidence Building: Assures that the Mastermind provides the necessary tools and support to help members achieve their goals, regardless of their current success level.

Melody Wilding: "It really is individual attention in a group setting... everything you teach is applicable to whatever level you are at" ([25:00]).

Her endorsement underscores the program’s capacity to foster both personal and professional growth through a supportive and dynamic community.

9. Conclusion and Contact Information

Timestamp: [26:00]

The episode concludes with Melody sharing her contact information for listeners interested in her work:

• Website: melodywilding.com

• Programs and Books: All details available on her website.

Melody Wilding: "All the information about my programs and books are there" ([26:00]).

Key Takeaways

• Active Engagement: Transitioning from passive sales methods to active, conversational sales strategies can significantly boost enrollment.

• Handling Objections: Embracing and addressing objections as opportunities rather than setbacks enhances client conversion rates.

• Mindset Matters: Overcoming internal fears and building confidence are crucial for presenting compelling program promises.

• Comprehensive Support: A mastermind program that offers both strategic and tactical support can effectively address diverse business challenges.

• Scaling Successfully: With the right strategies and support, it's possible to scale group programs beyond initial expectations, meeting increasing demand.

Notable Quotes:

• Melody Wilding: "I was still having people who were interested in the program, but they were not signing up as easily." ([05:48])

• Steph Crowder: "You're being so specific about what is possible for people... What it looks like to find your power position in the workplace." ([11:30])

• Melody Wilding: "Do it. At the very least, apply and have a conversation with you just to see where it goes." ([24:55])

This episode serves as an inspiring blueprint for female entrepreneurs aiming to boost their program sales, overcome sales challenges, and scale their businesses with confidence and clarity. Melody Wilding's transformative journey, supported by Steph Crowder's Mastermind program, exemplifies the power of strategic guidance and mindset shifts in achieving sustained business success.