8 Ways to Address Money Objections From Your Audience

除了应对关于价格的顾虑，你也可以趁这个机会聊聊他们可能有的其他担忧。

In addition to addressing money objections, you can also use this time to talk about any other concerns they might be having.

也许他们担心自己没时间投入课程，或者家人朋友不支持。

Maybe they're afraid that they won't have enough time to commit to the course or that their family and friends won't support them.

所以，当你能理解他们的处境时，就能建立共鸣，而共鸣会带来信任。

So by relating to what they're going through, you create rapport and rapport creates trust.

我是艾米·波特菲尔德，从前在大公司上班，现在是年收入七位数企业的创始人。

I'm Amy Porterfield, ex corporate girl turned CEO of a multi 7 figure business.

就在不久之前，我还缺乏自信、预算和时间，去专心发展我那虽小却充满潜力的生意。

But it wasn't all that long ago that I lacked the confidence, the budget, and the time to focus on growing my small but mighty business.

经过无数次失败和不断学习，才有了今天这个改变他人生活、给我前所未有自由的事业。

Fast forward past many failed attempts and lessons learned, and you'll see the business I have today, One that changes lives and gives me more freedom than I ever thought possible.

曾经，它只存在于我的幻想中。

One that used to only exist as a daydream.

我创办了《轻松掌握在线营销》这个播客，就是想给你简单、实用、一步步可操作的策略，帮你实现同样的转变。

I created the online marketing made easy podcast to give you simple, actionable, step by step strategies to help you do the same.

如果你是个有抱负的创业者，或者正打算创业，想打造一个有影响力、同时让你真正热爱的生活，那你来对地方了。

If you're an ambitious entrepreneur or one in the making who's looking to create a business that makes an impact and a life you love, you're in the right place, friend.

咱们开始吧。

Let's get started.

在正式开始之前，我想跟大家分享一个令人兴奋的消息。

Before we jump in, I want to share something exciting.

接下来几周，我会挑选一小群年收入已经达到五十万美元以上的女性，帮助她们迈向第一百万美元，甚至更远的目标。

In the next few weeks, I'm going to be curating a small group of women who are already making 500 k or more annually to help them grow toward their first million and beyond.

这个项目叫Millie Club。

It's called the Millie Club.

我知道一件事。

Here's what I know.

让你赚到六位数的方法，到这儿就卡住了。

What gets you to high six figures stops there.

如果你正是这样，你一定懂，因为你已经试过所有办法了，现在你需要一个懂你业务的人，带你找到下一步的方向。

If this is you, you know that because you've already tried it all and you need someone inside your business showing you the way forward.

在未来六个月里，你将和我以及我的团队互相配合，共同打磨你的商业模式，为招聘做准备，简化运营流程，打造一个更能持续增长、更赚钱、也更少依赖你的生意。

So over six months, you'll work with me personally, plus my team and each other to refine your business model, prepare for hiring, simplify your operations, and build a business that grows more sustainably, profitably, and independently of you.

申请详情都已准备好，去 amyporterfield.com/club 查看吧。

Applications and details are waiting for you at amyporterfield.com/club.

但我得提醒你，名额很快就会被抢光。

But I have to warn you, spots will go fast.

嘿，朋友，你好啊。

Well, hey there, friend.

欢迎来到《轻松做网络营销》的又一期节目。

Welcome to another episode of Online Marketing Made Easy.

不管你是不是已经在做数字课程，还是正打算做，我都想让你想想，制作一门数字课程背后那些辛苦却充满回报的努力。

Whether you're a digital course creator or you're thinking about creating a digital course, I want you to think about all the hard work, yet rewarding work that goes into creating a digital course.

一开始确实需要投入大量心血。

It's definitely a labor of love upfront.

你把全部的热情和精力都倾注在了你的数字课程里。

You put your whole heart and soul into your digital course.

你知道它很有价值，也坚信它的意义。

You know it's valuable and you stand by its worth.

事实上，你可能觉得你提供的指导对观众来说根本无法替代。

In fact, you might even feel like the guidance you're offering your audience is invaluable.

但你得给课程定价，于是挑了一个你觉得合理的价格，匹配你提供的内容和能带来的成果。

But you gotta price your course, so you settle on a price that seems fair for the content and the results you know you can offer your students.

于是你开始卖课，却听到潜在学员明明很想报名，却对付费犹豫不决。

So you go to sell it and you start to hear potential students share their hesitation about paying for your course, despite how badly they want to join.

所以，这些关于价格的顾虑，朋友，卖数字课程时肯定会出现。

So these money objections, my friend, without a doubt, will come up when you sell your digital course.

如果你以前做过销售，应该早就知道，整个销售过程中客户会提出各种各样的异议。

Now, if you've ever worked in a sales job before, then you already know that there are many different types of objections that come up with potential customers throughout the sales process.

但无论你做什么行业、卖什么产品，价格异议永远是最常见的。

But price objections by far are the most common in sales, regardless of the industry you're in or the product that you're selling.

不管是卖15美元的PDF指南，还是价格更高的完整数字课程，只要对方手头紧，几乎都会下意识地想：这值不值得花我辛辛苦苦赚来的钱？

Whether you're selling a $15 PDF guide or a full on digital course with a much heftier price tag, it's almost human nature for people to question whether or not something is worth their hard earned money, especially if they're on a budget.

但关键在于。

But here's the thing.

我真的相信，如果一个人特别想要某样东西，觉得它必不可少、非常重要，那迟早他会想办法去投资。

I really do believe that if somebody wants something bad enough and they find it absolutely necessary and important, over time, they'll find a way to invest in it.

当然，可能不是你推销的时候他就立刻出手。

Now, it might not be right when you're selling it.

也许他得等几个月，甚至一年，但我发现，只要人真的想要，钱的问题他总会解决。

Maybe they have to wait a few months or even a year, But I found that if people really want something, they're going to figure out the money part.

我自己的人生中，这种情况发生过很多次。

I know this has been true for me many times in my life.

我在这档播客里也提到过好几次。

I've talked about this several times on this podcast.

刚起步的时候，我刚离开托尼·罗宾斯的团队，参加了一个价值一万七千美元的精英小组，可我当时根本拿不出这笔钱，不过他们提供了分期付款，每个月付几千块就行。

But when I was just starting out, just left my Tony Robbins job, I got into a mastermind that was $17,000 and I did not have $17,000 But there was this payment plan and it was a few thousand dollars a month.

于是我拼命拉客户，才凑够钱参加这个精英小组。

And I like hustled my buns to get a few clients to pay for this mastermind.

我当时赚的钱也没多到哪儿去。

Like, I was not making a bunch of money beyond that.

我挣的每一分钱都投进了这个研习营，但我清楚，它能带我到达我想去的地方。

Like every dollar that I was making was going to this mastermind, But I knew that the mastermind was going to help me get to where I wanted to go.

所以我还是想办法解决了。

So I figured it out.

我确实拼了命地干，整个过程都提心吊胆，但我真的很想要。

But I definitely had to hustle and I was freaked out the whole time, but I wanted it bad.

这么多年下来，我发现有八件事可以从一开始就有效缓解价格方面的异议。

So with that, one thing that I found over the years is that there are eight things that you can do to mitigate price objections from the start.

这样当你推出课程时，销售过程就会顺畅很多。

So when you go to launch your course, it's smooth sailing when it comes to your sales.

所以这期节目主要讲的是，当潜在学员说‘太贵了’的时候，你该怎么应对。

So basically, this episode is about helping you with price objections when your potential students say that's too much money.

具体来说，遇到这种价格上的顾虑，你到底能做些什么来化解？

Like, what can you do in order to mitigate these objections that come up?

今天我会帮到你。

I'm going to help you today.

对了，咱们先说一下，这个播客对所有新加入数字课程学院的学员来说都会特别有帮助。

Oh, and real quick, before we dive in, this podcast episode is going to be so valuable for any of my new Digital Course Academy students.

对每个人都很有用。

It's great for everyone.

但如果你刚加入DCA，可能很快就要准备上线了。

But if you just joined DCA, some of you are probably going to get ready to launch soon.

所以这些策略对你尤其重要。

So it's especially important to hear these strategies.

好了，咱们开始吧。

So with that, let's get started.

要避免价格异议，第一步是确保在你上线数字课程之前，已经为受众提供了足够多有价值的免费内容。

The first thing you can do to avoid money objections is to make sure you're giving your audience enough valuable free content leading up to when you launch your digital course.

也就是说，至少在你开放报名的前四到六周，就要专注于这一点。

So at least focusing on this four to six weeks prior to you opening your cart, which is opening enrollment.

我把这段时间叫做预售启动期。

And I call this period my prelaunch runway.

这中间有几个关键的好处。

Now, are a few reasons that this is helpful.

首先，他们在决定报名你的课程之前，早就熟悉了你、你的教学风格和整体表达方式。

For one, they'll already be familiar with you and your teaching style and your overall messaging before making the commitment to enroll in your course.

这就像是在约会软件上聊过一阵子，再决定要不要见面一样。

So it's kind of like chatting with someone on a dating app before agreeing to go on a date with them.

其次，他们已经从你这里获得了大量价值。

Second, they'll already have gotten a ton of value from you.

所以当你开始推广课程时，你们之间已经建立了一定的信任。

So by the time you start promoting your course, you'll have already established a bit of trust with them.

在做购买决定时，信任至关重要。

Trust is huge when it comes to purchasing decisions.

你给他们的信任理由越多，效果就越好。

So the more reasons you give them so that they know that they can trust you, the better.

最后，当你的受众在预热阶段接触到足够多你的内容时，他们会对自己、自己的能力，以及顺利完成你课程的信心越来越强。

And finally, when your audience consumes a healthy dose of your content in your prelaunch, they build more confidence in themselves and in their skills and their ability to move through your course with ease.

所以当购买机会来临时，价格根本不是他们首先考虑的事。

So when the opportunity comes to make a purchase, price isn't the first thing they think of.

他们想的是：我一直在等这个。

Instead, they think, I've been waiting for this.

我想要这个。

I want this.

我已经准备好迎接这个了。

I'm ready for this.

我该怎么实现这个呢？

How am I going to make this happen?

接下来是第二点：给潜在买家提供一个零风险的课程试用机会。

Moving on to number two, which is to give your potential buyers a risk free trial of your course.

让他们试听一两个模块，或者开放几天课程权限，让他们提前了解学什么，感受一下你的教学风格。

Let them try a module or two or let them into your course for a few days so that they can get a sneak peek of what they'll be learning and get a feel for your teaching style.

就像预热阶段的免费内容一样，让你的潜在学员试用一小部分课程的好处在于，他们能把你分享的实用指导真正用起来，开始行动。

Just like the free content in your prelaunch, what's great about giving them a little test drive is that it gives them the opportunity to take the tangible guidance that you share in your course and start putting it into motion.

这样一来，我的朋友，他们会觉得自己完全能做到。

And that my friend leaves them feeling like, okay, I can totally do this.

他们能做出非常明智的购买决定，这一点不用说，总是最理想的情况。

They'll be able to make an incredibly informed purchasing decision, which as you can imagine is always the best case scenario.

我们在数字课程学院已经这样做了好几年。

We've done this for a few years now in Digital Course Academy.

特别感谢我的朋友珍娜·卡彻。

Shout out to my friend, Jenna Kutcher.

这个点子是她的，我们拿来就用了，而且越用越好。

This is her idea, and we took it and we ran with it.

我都不知道有多少人跟我说过：我本来还犹豫数字课程学院值不值这个价，但试完第一模块的预览后，我就决定买了。

And I can't tell you how many people have said, I wasn't sure if Digital Course Academy was worth the investment, but after diving into your sneak peek of module one, I was sold.

关键是这样一点。

And here's the thing.

如果你提供一个限时免费试用，就必须制造紧迫感，但你会发现，人们还是没有下单购买你的课程。

If you offer up a risk free trial, very limited time, you have to have urgency behind it, And then you find that people aren't moving forward with purchasing your course.

你得弄清楚具体原因是什么。

You've got to find out exactly why.

这其实是个机会，你可以发个问卷问问他们，或者邀请他们和你或团队成员做个简短通话，深入了解他们为什么没加入你的课程。

This could present an opportunity so that you could send them a survey to find out more or ask them if they'd hop on a short call with you or with you or one of your team members and just really dive into what kept them from joining you in the program.

你希望每个购买你课程的人都觉得物有所值，并且充满动力去完成学习。

You want everyone that purchases from you to feel like they're getting value and to be excited and motivated to move through the course.

所以，如果他们在试用阶段没有给出积极反馈，说明你可能哪里没做好，收集这些反馈能帮你未来优化课程内容。

So by understanding where you might've missed the mark, if they went through the sneak peek and you did not see a good response, well, getting that feedback could help you improve your course moving forward.

第三个应对价格顾虑的方法，是设置一个非常稳妥的退款政策。

The third thing you can do to overcome price objections with your audience is to have a very good refund policy in place.

在我看来，第一次推出数字课程时，每个人都应该设置退款政策。

So everyone should have a refund policy, in my opinion, with your first digital course launch.

等你更有经验、更自信之后，可能会决定不再提供退款期。

As you get more experienced and more confident, you might decide you don't have a refund period.

我从来没这么做过。

I've never done that.

我一向都提供退款期限，但随着你对所承诺的效果越来越有信心，你可以自己决定要不要保留。

I've always had a refund period, but you get to decide as you get more comfortable and confident in the results you're promising.

但你第一次推出产品、第一次上线数字课程时，一定要设置退款政策。

But for your first launch, your first digital course, you gotta have a refund policy.

你好好想想。

Think about it.

如果你对要不要购买还在犹豫，知道不满意能退钱，是不是会安心很多？

If you were on the fence about making a purchase, wouldn't it make you feel a whole lot better if you knew you could get your money back if you weren't happy with the program.

我知道，因为我有退款保障，买一些贵的东西时心里踏实多了。

I know I felt better about making some big ticket purchases because there's a refund policy in place.

我大概用过一次。

I've probably used it once.

我买过的所有数字课程里，我觉得只用过一次退款政策，就是退过一次款。

Of all the digital courses I've ever purchased, I think I've used one refund policy, meaning I've refunded one time.

所以虽然我知道退款政策存在，但实际用过的机会很少，它确实影响了我的购买决定。

So even though I know it's there, I rarely have used it, but it has helped my buying decision.

我就是觉得，知道有这个保障，心里踏实多了。

I just know I feel better knowing it's in place.

在我的生意里，我为不同的课程分别提供过14天、30天和60天的退款期。

And in my own business, I've offered a fourteen day, a thirty day, and a sixty day refund period on different programs.

你入行越久，积累的客户评价越多，社会认同感越强，退款期就可以越短。

Now, the longer you've been in the game, the more testimonials you've collected and the more social proof you have, the shorter your refund period can be.

因为我已经成功推出过好几期数字课程学院，积累了大量成功案例，现在我有信心只提供14天的退款期。

Since I've had multiple Digital Course Academy launches with tons and tons of success stories under my belt, I'm at the point where I'm confident in offering a fourteen day refund period.

我之前提到过詹娜·库彻。

I mentioned Jenna Kutcher earlier.

她讲过一个挺有意思的故事，说她刚加入数字课程学院时，下定决心要在14天内尽可能多学点，因为万一觉得不值，还能把钱退回来。

She tells a cute story about how when she joined digital course academy, she was determined to complete as much as possible within the fourteen days, because if she found it wasn't worth it, she could still get her money back.

所以她报名我的课程时，心里就想：天啊，大不了退钱嘛。

So she even joined my program knowing, Oh my gosh, I could get my money back.

剩下的就都是历史了。

And you know the rest is history.

Jenna 后来靠她的数字课程赚了数百万，还跟我合作，帮着推广数字课程学院。

And Jenna's gone on to make millions with her digital courses and actually partner with me and telling other people about Digital Course Academy.

所以她根本没申请退款，但她知道退款政策存在，正是这一点让她决定加入课程，想想真有意思。

So no, she didn't need the refund, but she knew it was there and that got her into the program, which is so wild to think about.

厉害的是，没什么是固定不变的。

So what's great is that there's nothing that's set in stone.

你可以先试试不同的退款期限。

You can test out your refund period.

如果效果不错，那就再好不过了。

If you like how it goes, great.

如果不行，下次上线时改一改就行。

But if you don't, you can change it the next time you launch.

这事儿随时都能调整，随时都能优化。

So this is something that always can be updated, always can be tweaked as needed.

所以我建议你去听一下第317期节目。

So I want you to check out episode 317.

这期叫《打造吸金课程的六个步骤》。

It's called six steps to craft a money magnet offer.

我会给你更多关于课程定价和退款保障的建议。

And I'm gonna give you more guidance on pricing your course and crafting your money back guarantee.

访问 amyporterfield.com/317 就行了。

So amyporterfield.com forward slash three one seven.

接下来是第四点：提供分期付款选项。

Now that brings us to number four, which is to offer a payment plan.

说实话，每月付99美元，分12期付完1200美元的课程，财务压力小多了。

Because let's face it, making 12 monthly payments of $99 makes purchasing that $1,200 course much less scary from a financial standpoint.

你可能在想，我的课程价格本来就不高。

Now, you're probably wondering, my course is relatively inexpensive.

那还需要提供分期付款吗？

Should I still offer a payment plan?

这是个很好的问题。

And that's a great question.

考虑到现在的经济环境，我个人觉得，凡是定价在200美元以上的数字课程，都应该提供分期付款选项。

Considering the financial climate we're in today, I personally think it's a good idea to have a payment plan option for digital courses that are $200 or more.

我的所有课程，包括定价4.97美元的List Builder Society，我都提供分期付款。

I offer a payment plan for all of my courses, including List Builder Society, which is $4.97.

至于我的最高价课程数字课程学院，定价19.97美元，我们也允许学员分六个月付款。

And with digital course academy, my highest price course, which is $19.97, we give the option of splitting payments up over six months.

很多学员都会选择我的分期付款方案。

And tons of students take advantage of my payment plan.

但最有趣的是这一点。

But this is the cool part.

我经常收到学员发邮件问，能不能在第一次开课后提前结清分期款。

I see many of my students emailing in to see if they can pay off their payment plan early after their first launch.

说实话，这真的很重要。

Honestly, that's a huge thing.

我特别喜欢收到这样的邮件，说：我第一次上线了。

I love when we get an email that says, hey, I did my first launch.

成功了。

It was successful.

我能提前把分期款结清吗？

Can I pay off my payment plan early?

这意味着他们不用付利息，真的很棒。

Which means they don't have to pay the interest, which is really cool.

我就喜欢这一点。

So I love that.

不过在制定分期付款方案时，要考虑的因素有很多，得看哪种最适合你的业务。

Now there are lots of variables to consider when determining your payment plan terms and which will work best for your business.

但跟退款政策一样，这也不是一成不变的。

But just like the refund policy, it's not set in stone.

你可以多试几种方案，看看学生更喜欢哪一种。

And you can try different options to see what your students respond to.

关于退款政策和付款计划，我最重要的建议就是一定要把预期说清楚。

I think my biggest piece of advice with refund policies and payment plans is just to make sure you set the expectations.

所以在你的条款里，还有在直播中提到这些内容时，一定要明确说明：你不会出错，因为学员们是完全依赖这些承诺的。

So in your terms of conditions, terms and conditions, and when you talk about any of it on the webinar, make sure that you have a statement that you say that you don't flub up because people are counting on it.

比如我说，你可以用19.97美元加入数字课程学院，或者今天只需付3.87美元，之后每隔30天再付五期。

So like when I say you can get started with digital course academy for just $19.97, or you can get started today for $3.87 and 5 additional installments to follow each thirty days apart.

这话我张口就来，因为说得太多了，但你必须确保在直播里能说得清楚，条款里也写得明明白白。

I say that and it rolls off my tongue because I've said it so many times, but you need to make sure you're ready to talk about it on a webinar and also make sure it's very clear in your terms and conditions.

我们每次都会让律师过一遍。

And we always run it by a lawyer.

让律师看看你的条款、付款计划和退款政策——尤其是刚推出的时候——这样你上线后心里会踏实很多。

And so just to have a lawyer look at our terms and conditions, especially when they're brand new and our payment plan and our refund policy, is just something that would make you feel a lot more confident once you put it out there.

但最重要的是预期管理。

But expectations are everything.

只要他们清楚该期待什么，就都没问题。

Once they know what's expected, they're good.

一旦情况变得模糊、混乱或者完全不清楚，人们就会感到沮丧。

When it gets murky, confusing, or just unknown, that's when people get frustrated.

稍等一下，我们马上回来。

Quick interruption, but we'll be back soon.

之前我提到过米莉俱乐部，这是我为年收入五十万美元以上的女性创业者打造的私人辅导项目。

Earlier, I mentioned the Millie Club, my private coaching program for female founders earning 500 k or more annually.

我想让你听听，有一位创始人加入后发生了什么变化。

Well, I wanted you to hear what happened for one founder after joining.

她叫莎拉，这是她怎么说的。

Her name is Sarah, and here's what she said.

当我们公司眼看要全年亏损时，加入米莉俱乐部就像一次冒险，结果却成了我们做过的最明智的决定。

When our business was on track to end the year in the red, joining the Millie Club felt like a leap of faith, and it turned out to be the smartest move we've ever made.

和艾米聊了一次，我们就获得了清晰的思路和策略，从而优化了产品，彻底改变了业绩。

One conversation with Amy gave us the clarity and strategy we needed to refine our offer and completely transform our results.

到那年年底，我们的收入翻了一倍，利润率达到了百分之三十，公司也比以往任何时候都更强大。

By the end of that year, our revenue had doubled, our profit margin hit 30%, and our business was stronger than ever.

Millie Club 真的彻底改变了我们公司的走向。

The Millie Club truly changed the trajectory of our company.

这效果是不是很棒？

How good is that?

当你能从一个已经做到你目标的人那里获得外部视角，再配上一群理解如何把生意做到七位数的女性社群，事情就会变成这样。

That's what happens when you get outside eyes on your business strategy from someone who's done what you want to do and a community of women who understand the complexity of growing to 7 figures.

如果你的年收入已经超过五十万美元，而且该试的方法都试过了，那就去 amyporterfield.com/club 申请吧。

So if you're earning over 500 k annually in your business and you've already tried it all, head to amyporterfield.com/club to apply.

我很快会亲自跟你联系。

I'll be in touch personally soon.

好了，我们继续。

All right, moving on.

第五个应对价格异议的方法，就是直接跟你的受众直播互动，当场回应他们的顾虑。

The fifth thing you can do to mitigate price objections is to go live with your audience and address their concerns in real time.

我把这叫做‘房间里的大象’。

I call this the elephant in the room.

和观众实时聊天，和在FAQ页面上回答问题，感觉是不一样的。

So there's something about chatting with your audience live as opposed to on an FAQ page.

效果要强烈得多。

It just makes a bigger impact.

直播的时候，大家会觉得你的价值更高。

When you're live, there's a higher perceived value.

所以如果你要谈钱——毕竟这是大家都避不开的话题——直播能让这个对话变得更贴心、更直接。

So if you're going to talk about the money, which is the elephant in the room, being live makes it even more personal to those that you are addressing.

他们能看见你，能感受到你的状态，正因如此，他们会更相信你有能力把课程讲好。

They see you, they can feel your energy, and because of that, they will have more certainty in your ability to deliver in your course.

当你谈到课程价格的时候，一定要体谅他们的感受。

Now, when you do this and you're talking about the price of your course, be empathetic toward what they're feeling.

最忌讳的就是显得太强势或者不近人情。

The last thing you wanna do is come off as pushy or insensitive.

这时候不是推销的时候，而是要让他们安心。

This is not a time to sell, it's a time to reassure.

除了回应关于价格的顾虑，你还可以利用这个机会聊聊他们可能有的其他担忧。

So in addition to addressing money objections, you can also use this time to talk about any other concerns they might be having.

也许他们担心自己没时间完成课程，或者家人朋友不支持他们。

Maybe they're afraid that they won't have enough time to commit to the course or that their family and friends won't support them.

当你能感同身受地理解他们的处境，就能建立连接，而连接会带来信任。

So by relating to what they're going through, you create rapport and rapport creates trust.

信任，又说到信任了。

There it is again, trust.

我怎么强调这一点都不为过，这真的太重要了。

I cannot stress enough how important this is.

所以当我提到直播，我们会做一种叫‘我还在犹豫’的环节。

And so when I say going live, we do these things called I'm on the fence because.

我们会安排直播，通常在快下单前进行，说：‘如果你这周一直跟着我，还在考虑要不要加入我的课程，那就来我的直播吧，咱们好好聊聊。’

So we'll do live sessions and say, usually you do this closer to the cart closing and you say, okay, if you've been with me this week and you're thinking about joining my program, but you're still on the fence, come to my live session, we're gonna talk about it.

在直播里，他们可以留言‘我还在犹豫，因为……’，直接告诉你他们到底在担心什么。

And in that live session, they can write, I'm on the fence because, and tell you why they're on the fence.

但在你正式开始之前，你可以先说：我来聊聊你可能有的关于费用的顾虑。

But before you even get started, you can say, look, I want to address some money objections that you might have.

你可能会觉得这个课程太贵了。

You might be feeling like the program's too expensive.

你可能会觉得现在不是时候，不管是经济环境还是其他原因。

You might be feeling like this is not the right time because the financial climate or whatever it might be.

然后你就可以好好谈谈这些顾虑。

And then you can talk about it.

你可以说：我想提醒你一下，我提供分期付款的方案。

You can say, okay, I want to remind you of a I have a payment plan.

接着详细介绍一下这个付款方式。

And then talk about the payment plan.

对我来说，情况还稍微简单一点。

In my case, it's a little bit easier.

别拿这个当借口拖延决定，我的目标是帮人赚钱。

Don't use this as a way not to move forward, but I help people make money.

所以，我可以说，你第一次推出课程时，就能把数字课程学院的费用赚回来。

So I could talk about, okay, you can make up the cost of Digital Course Academy in your first launch.

我的很多学生没有这样的机会这么说，因为他们做的课程跟赚钱没什么关系。

Many of my students do not have that opportunity to talk like that because most of my students are creating courses that have nothing to do with making money.

但你总能找到办法，帮他们想出支付的方案，或者从心里说服自己，觉得这笔花销是值得的。

But you can always find a way to help them get creative in terms of how they would pay for it or how they're going to justify it to make sense to them in their head and feel good.

所有这些都可以在完全真诚的前提下做到。

So this could all be done in full integrity.

所以，不管你怎么说，一定要真心认同，自己也觉得踏实。

So whatever you say, make sure you stand behind it and you feel good about it.

我就希望你能分享这一点。

So I just want you to share that.

第六个方法，能彻底支持你的观众做出购买决定，化解价格方面的顾虑，就是提供专属服务团队。

Okay, the sixth thing that you can do to fully support your audience with their purchasing decision and overcome any objections related to price is to offer a concierge team.

我特别想聊聊这个，因为我们从2021年就开始配备专属服务团队了。

I'm really excited to talk about this one because we've had a concierge team since 2021.

所以从2021年、2022年，一直到今年，我们也一直保留了专属顾问团队。

So, in 2021, 2022, and now this year, we did a concierge team as well.

这个做法成效显著，原因有很多。

Major success for many, many reasons.

具体来说，就是让你团队里或社群中有人专门负责，通过电话或Zoom跟潜在学员沟通，了解他们的顾虑。

So, what it involves is having dedicated people on your team or in your community who will speak on the phone or on Zoom with potential students to talk to them about their concerns.

他们还会帮对方判断，这个课程是不是真的适合他们。

They also help them determine whether or not they're a good fit for the program in general.

这一点特别关键，毕竟咱们希望双方都能受益，对吧？

And that's hugely important because you want it to be a win win for everyone, right?

不适合的人，你别收，对他们也好，对你也好。

You don't want people that aren't right for your program to get in, for you and for them.

我自己亲身体验过，这种一对一的深入交流，对打动那些犹豫不决的人，效果真的无可替代。

And I'll tell you based on my own experience doing this, having that one on one connection with another person is invaluable when it comes to converting someone who is on the fence.

说真的，我们的顾问团队做这些通话已经很久了，转化率一直超过百分之六十。

In fact, our concierge team has been doing these calls, like I said, for a while, and they've converted at over 60%.

我的天，这太惊人了。

I mean, that is insane.

你要知道，能打来咨询电话的人，大概率已经参加过我的网络研讨会了。

Now, remember that when someone gets on one of the concierge calls, they've likely been on one of my webinars.

如果他们上过数字课程学院的训练营，那更不用说了。

They've likely been maybe even in my bootcamp, if it was part of digital course academy.

所以，能接到这些电话的人，基本都不是对数字课程学院一无所知的新手。

So most people that get on a call are not totally new to what digital course academy is all about.

他们早就属于我的社群了。

They've been a part of my community.

因此，当他们和咨询团队通话时，主要是为了温和地鼓励那些犹豫不决的人，帮他们理清当下的困惑。

And so when they get on a call with a concierge team, it's to gently encourage those that are scared to take the leap and help them navigate this current situation they're in.

我该不该加入？

Should I join?

我该不该放弃？

Should I not?

还要帮他们确认自己是不是真的适合。

And also again, help them figure out if they're right.

他们打电话来的时候可能会说，艾米，我真的很想加入，但我担心得等到一月份才能开始。

So they might get on the call and they're like thinking, Amy, I really want to join, but I'm very concerned because I can't start until January.

这时候我们就可以告诉他们，很多人并不会马上开始数字课程学院的学习。

And so then we have the opportunity to say many people don't start Digital Course Academy right away.

你拥有永久访问权限。

You have lifetime access.

你可以按照自己的节奏来。

Go at your own pace.

所有直播内容都会录下来。

Everything's recorded if I do anything live.

所以我们能和他们聊这些，让他们安心下来。

So we get to have those conversations and just ease their mind.

这些对话真的特别有价值。

And so the conversations are so valuable.

我特别喜欢我们的专属服务团队，没有他们，我根本不敢搞大型发布。

I love our concierge team so much, and I would never do a big launch without them.

我其实专门做了一期播客讲这个，不过别急。

I actually have a whole podcast episode about it, but hold on.

我马上就跟你们说。

I'll tell you about that in a second.

但你可能现在在想，Amy，我一个人就是整个团队啊。

But you might be thinking right now, Amy, I'm a one woman show.

我上哪儿去组一个专属服务团队呢？

How am I supposed to assemble a whole concierge team?

我懂你的顾虑。

And I hear you.

但你要知道，其实是有办法解决的。

And just know that there's actually a way around that.

所以再说一遍，我有一期播客专门讲这个。

So again, I have a podcast episode.

即使你一个人单干，也完全能做到。

Even if you're flying solo, you can do this.

这是第447期节目。

It's episode four forty seven.

你只要去 amyporterfield.com/440seven，就能详细了解我是怎么组建这个专属服务团队的，以及你作为单打独斗的创业者也能照着做。

So if you go to amyporterfield.com/440seven, You'll get the full scoop of how I did this concierge team and how you can do it as a one woman or a one man show.

这招真的能彻底改变局面，还能有效化解客户对价格的顾虑。

But it is a game changer and it does help with price objections.

好了。

All right.

你还在听吗？

So are you still with me?

接下来我们进入本集的最后部分，第七个避免价格异议的方法：在你的营销中直接回应客户对钱的担忧。

We're moving to the final stretch of this episode with the seventh thing that you can do to avoid price objections, which is to address your audience's concerns about money in your marketing efforts.

这里的关键是，你要留意客户在谈到价格和金钱时，具体是怎么说的。

Now what's key here is that you take note of the specific language that your audience is using when it comes to their concerns about price and money.

比如你做直播时，注意看看观众在评论里写了什么。

For instance, when you do your live, take note of what people are writing in the comments.

你甚至可以请朋友或团队成员帮你截屏记录下来。

You can even have a friend or someone on your team take screenshots for you.

或者在进行一对一咨询时，把潜在客户说过的原话记下来。

Or when you have one of your concierge calls, jot down specific phrases that your potential customers are saying.

然后你可以建一个谷歌文档，持续整理这些表达，作为撰写营销文案的灵感来源。

And you can then make a Google doc with a running list of this language and use that as inspiration for your marketing copy.

只要你抓住了他们的具体痛点，以及他们描述这些痛点时用的词，你的营销内容就会更有吸引力，不管是邮件、社交媒体帖子、付费广告，还是其他任何形式。

So by tapping into their specific pain points and the words they use to describe them, the more compelling your marketing content will be, whether it's in an email or social media post, a paid ad or something else that you're doing.

你还可以利用收集到的关于每个受众的具体数据，让营销更精准地针对他们。

You could also use whatever data you collect about individual audience members to target your marketing towards them better.

比如我在推广数字课程学院时，经常有人提到一个关于价格的顾虑：‘艾米，除了课程费用，我还要花哪些其他钱才能把课程做起来？’

For example, one of the things that comes up a lot when I promote Digital Course Academy, a money objection is, but Amy, what are the other expenses that I'm going to need to invest in order to get my course up and running?

针对这个问题，我们通常会做两件事。

And so two things that we do about that.

我们会把这些内容加进我们的营销文案里。

We add it into our marketing copy.

你肯定很好奇，还有哪些额外开销会冒出来？

So I bet you're curious, what are the other expenses that are going to pop up?

我们来跟你聊聊都会遇到哪些情况。

So let us tell you about what to expect.

我们在营销文案里已经提过了，但上线时我们还会专门整理一份PDF。

So we actually address it in the marketing copy, but then we put together a PDF during our launch.

凡是问到额外开销的人，其实真正关心的是课程平台的问题。

Anyone who asks about additional expenses, which what they're really asking is course platforms.

我得花钱买Searchy或者Kajabi。

I've got to pay for searchy or Kajabi.

该选哪个？哪个更适合我？价格多少？这些问题都得搞清楚。

And how do I choose between the two and which one is the best for me and what is the cost and all of that.

还有邮件服务提供商，没个邮件列表，课程根本没法启动。

But also email service provider, you can't launch a course without a list.

所以他们担心在邮件服务提供商上得花多少钱。

So they're worried about what am I going to have to invest in email service provider.

因此我们准备了一份PDF，把所有内容都列得清清楚楚。

So we have a PDF and we lay out the whole thing.

我们还提醒他们，刚开始参加DCA时，完全不用急着买课程平台。

And we also remind them, you don't need to purchase your course platform on day one of DCA.

得等你的课程内容做完了再考虑这个。

We gotta wait till your course is created.

所以我们也会明确告诉他们，这些工具不用一上来就全买齐。

So we also just warn them, you don't need to buy all this stuff right away.

但我们还是会分享我们推荐的工具、价格，以及什么时候该入手。

But we do share with them the tools we recommend, how much it costs, and when exactly would they need to purchase these tools.

我们有一份完整的PDF，确保加入DCA的人不会遇到任何意外开销。

We have a whole PDF, so there's no surprises when someone joins DCA.

而且我们选的工具都特别便宜，预算有限的学生也能负担得起。

But we also choose tools that are very inexpensive, so our students on a budget could afford that.

所以我们会在营销文案里明确提到这一点，还专门做了一个资源包，因为知道这会是大家最关心的费用问题。

So anyway, we do address it in our marketing copy and we did create a special resource because we knew that was going to be a money objection.

好了，亲爱的，我们终于到了清单上的最后一项，第八条：帮你的受众找到支付数字课程费用的方法。

All right, my sweet friend, we've reached the very last thing on the list, number eight, which is to help your audience figure out ways to pay for your digital course.

这个方法比较特别，跟别的不太一样。

This is kind of unique and different.

最直接的做法就是告诉你的受众：我的课程还有六个月才开放。

So a straightforward way to do this is to say to your audience, my program's coming up in six months.

课程价格是2000美元，这里给你五个办法，帮你在这之前赚到2000美元。

It's $2,000 Here are five ways you can make $2,000 before I open the program.

然后你提供一些切实可行的建议，让他们能通过额外收入来支付课程费用，而不用动用储蓄。

And then you serve them up with practical ideas that they can implement to generate extra income to put towards enrolling in your course without pulling from their savings.

这些内容可以做成博客文章、播客节目、邮件通知，或者免费资源，怎么方便就怎么来。

These ideas could be in the form of a blog post, a podcast episode, an email, a free resource, however you want to deliver them.

我敢保证，不管用什么形式，你都会收到很多回应——毕竟，谁不想知道怎么多赚点钱呢？

And I promise you whatever format it's in, you will get engagement because let's be real, who doesn't want to learn how to make more money?

我们在数字课程学院预热期间就这么做了，效果好得惊人。

So we did this during my pre launch runway for digital course academy and it worked like gangbusters.

我们做了一期播客，叫《钱包鼓起来：六个快速赚到钱的妙招》，你可以在 amyporterfield.com/470nine 听到。

We made a podcast episode called Money in the Bank, Six Fun Strategies for a Quick Cash Injection, which you can listen to by going to amyporterfield.com/470nine.

如果这期播客里的任何营销点子适合你的受众，那你尽管拿去用，完全没问题。

And if any of the marketing making ideas in this podcast episode would make sense to your audience, then by all means, you're welcome to use them as well.

你可能会觉得这招有点离谱，但你应该也知道，得顺着受众的思路来。

Now, you might be thinking that this strategy sounds a little bit out there, but as you probably already know, you've got to meet your audience where they're at.

有时候，这就得动点脑筋。

And sometimes that requires you to get a little creative.

这正是我们跟受众互动时想出的创意方式。

And this was our way to get a little creative with our audience.

结果真的特别成功。

And it worked really, really well.

天哪，太厉害了。

Okay, holy smokes.

这一期内容可太充实了。

This episode has been jam packed.

你现在有了八种具体的方法，能有效缓解听众对你的数字课程价格产生的疑虑。

You now have eight specific ways you can alleviate some of the objections that your audience will likely have when it comes to the cost of your digital course.

我可以告诉你，这些建议我都在过去十四年的创业路上一一试过，就像所有事情一样，得不断尝试和调整。

I can tell you that I've done each and every one of these things over the course of my fourteen year entrepreneurial journey, and like all things, it takes a bit of trial and error.

我也想提醒你，不用把清单上的每一条都照做。

I also wanna remind you that you don't have to do everything on this list.

你只需要找出最适合你和你的听众的那几条，然后大胆去执行就行了。

You'll just figure out what serves you and your audience best and you run with it.

所以，朋友，你会不会把这些点子用到你的销售策略里？

So my friend, are you going to implement any of these ideas into your sales strategy?

如果会的话，你知道我特别想听你的反馈，对吧？

If so, you know I love to hear from you, right?

那你现在就去 Instagram 上找我吧。

So I want you to go to Instagram.

我只是Amy Porterfield，给我发私信，告诉我你最喜欢哪一条，还有你一定会去试的那一条。

I'm just Amy Porterfield, DM me, and let me know your favorite one and the one you're absolutely going to try.

另外，想请你帮个小忙。

Also, have a quick favor for you.

能不能把这一期节目发给你的三位创业朋友，或者直接推荐一下我的播客？

Would you mind sending this episode or just sharing my podcast with three of your entrepreneurial friends?

就三位就行。

Just three of them.

我一直努力产出有价值的内容，帮助在线创业者和数字课程创作者。

I've been working hard to put out valuable content to support online entrepreneurs and digital course creators.

我希望这些内容能真正送到需要的人手里。

I want to make sure that these episodes get into the right hands.

如果你愿意的话，点一下分享按钮，发给几位朋友就好。

So, if you would be so inclined, you could just click the share button, send it over to a few friends.

我会一直心怀感激。

I will be forever grateful.

非常感谢你收听本期《轻松做在线营销》。

Thanks so much for joining me for another episode of Online Marketing Made Easy.

下周同一时间，我们再见面。

I'll see you again next week, same time, same place.

先这样，再见。

Bye for now.