9 BUILDING BLOCKS for your success as a

systemic team coach, practitioner or systems

thinking based entrepreneur
 CONTENT
INTRODUCTION 2
SYSTEMIC BUSINESS: WHY HIGH-END AND ONLINE NOW? 3
7 CORE REASONS FOR HIGH-END ONLINE PROFILING FOR SYSTEMS PRACTITIONERS 3
HIGH-END ONLINE BUSINESS: WHAT IS IT? 6
WHEN IS SOMETHING HIGH-END? 6
HIGH-END CLIENTS 6
NOT FOR EVERYONE 7
YOUR HIGH-END SERVICE AND EXPERTISE 7
HIGH-END BUSINESS 8
WHY IS CREATING A HIGH-END ONLINE BUSINESS DIFFERENT FOR SYSTEMIC BUSINESSES THAN FOR OTHER BUSINESSES? 9
BLOCKING MINDSETS: BUST YOUR HIGH-END ONLINE BUSINESS BULLSHIT 10
MY SUCCESS, VISION AND WHY ME 12
THE HIGH-END ONLINE BUSINESS FRAMEWORK: 9 BUILDING BLOCKS 14
PHASE I: SUPER SIMPLE STRATEGY 15
STEP 1: HIGH-END FOCUS 16
STEP 2: HIGH-END ONLINE OFFER 18
STEP 3: HIGH-END CLIENT DEFINITION 20
PHASE II: SMART SALES 22
STEP 4: HIGH-END ONLINE POSITIONI NG & STRONG MARKETING STRATEGY 23
STEP 5: GENERATING H IGH-END LEADS, STARTING THE VALUE CONVERSATI ON 25
STEP 6: DETACHED & V ALUE CREATING SALES 27
PHASE III: STELLAR SERVICE 29
STEP 7: GUIDING THE TRANSFORMATION 30
STEP 8: ONLINE SERVI CE DELIVERY – LIVE, SEMI-LIVE, AND ON DEMAND . 32
STEP 9: ONGOING SERVICE DELIVERY: MAXIMU M VALUE, LEAST AMOUN T OF TIME 34
MORE INFORMATION AND INVITATION TO WORK WITH JENNIFER CAMPBELL 35
MASTERCLASS 35
STRATEGY CALL 35
CONNECT 36

01 SYSTEMIC BUSINESS!
INTRODUCTION

Many solopreneurs have been forced to pivot their businesses to the online space.
If systems thinking or systemic approaches lie at the core of your business, it's not
easy to flourish online. The added value of your work is, after all, mostly
experienced in its embodied or spatial delivery.

For many systemic professionals like you, this means that, even if they find a
virtual way to offer their services, impact and revenue may have dropped to an all-
time low.

As a consequence, their important work of helping clients with systemic change

and leadership lags behind. This means that the businesses and lives of systems
practitioners are impacted on, missions and visions perish, and hard work doesn't
pay off. But most importantly: legacies are lost.

This needs not happen to you. And if it did, you can turn it around.

You see, systems practitioners like you need to be very vocal and active right now.
If you are a team coach, a systems thinker, innovator, constellator or practitioner,
then you have an opportunity to help leaders, teams and organizations with the
incredibly complex and systemic problems they are dealing with today.

Your business should be flourishing right now! It is important to step up and step
into what you are here to do.

In this e-book, I would like to show you why and how you should create a high-end
online business that flourishes, fuels your mission, and changes your and your
clients' lives.

Jennifer Campbell
September 2020

02 SYSTEMIC BUSINESS!
SYSTEMIC BUSINESS:
WHY HIGH-END AND ONLINE NOW?

You may wonder: “Why is creating a high-end online business such an amazing
opportunity for systems practitioners right now?”. Let me share with you:

7 CORE REASONS FOR HIGH-END ONLINE PROFILING FOR

SYSTEMS PRACTITIONERS
1. A CRYSTAL-CLEAR GLOBAL AWARENESS OF THE COMPLEXITY OF
PROBLEMS

We live and work in unprecedented times right now. Everything is complex and
chaotic. We are dealing with a global pandemic and a lot of problems that seemed
dormant are now erupting. This is creating a lot of chaos. What is apparent, is that
the old ways of working, especially linear approaches to businesses alone, no
longer work. Awareness of this has grown to a global scale: it is really offering a
big push towards more systemic work.

2. YOUR SYSTEMIC SERVICES ARE NEEDED MORE THAN EVER TO HELP

SOLVE THEM OR DEAL WITH THEM

I don't know if you have noticed, but the word systemic is showing up more in
mainstream media, including the news. For example, here in Holland, our Prime
Minister used the word in combination with racism - systemic racism as a problem.
Of course, it also popped up in the US and in other countries. Now, it is unfortunate
that we have that combination, but at least the word systemic is in the mainstream
media right now. Then, I feel that for us as systems workers, we have our work cut
out for us more than ever.

03 SYSTEMIC BUSINESS!
3. SYSTEMS PRACTITIONERS NEED TO BE VOCAL RIGHT NOW

We are so needed. We have the capabilities to support leaders, teams,

organizations with systemic work, but now that there's more awareness I think that
it's important that we are vocal. We can't expect everyone to turn to us just like
that. We need to ensure that we're visible, and that the added value that we offer is
a lot more apparent.

4. CURRENT AND FUTURE TRENDS: SMALL OFFLINE PROGRAMS AND MID-

SIZED TO LARGE ONLINE EVENTS

So, these first three are important. Let's now look at what is actually needed in
terms of offline and online. What we see with all the global measures even when
we have had lockdowns being lifted, and there's actually a shutdown of big offline
events, programs, training consulting projects. When it comes to offline, the focus
has shifted to the short term.

The opposite is actually happening within the online space. The online mid-sized to
larger programs, events and services are much more in demand right now.

Now, I've been around for a while when it comes to the online business, and what
you see is that there are more and more ways to do business online. And since the
whole world was forced to go online, I don't need to tell you what happened to
companies like Zoom and its positioning in the market. But also, other businesses
that facilitate the online space. They have seen their businesses skyrocket; they
can hardly keep up with the demand and now have other types of problems like
ensuring security, etc.

5. ONLINE MARKETING MAKES DOING BUSINESS EASIER THAN EVER

It has become easier to do online business and to offer online. It is also becoming
more competitive. The other day I saw how many enormously profound systemic
businesses perished and had to close up shop, because they are not able to pivot
online. It is crucial that we, as systems practitioners, step into that realm.

04 SYSTEMIC BUSINESS!
6. HIGH-END PROFILING AND BUSINESS ENSURE HIGH QUALITY AND HIGH
PAYING CLIENTS

Then I'd like to mention a couple of things around high-end. In my business I've
offered low end, mid-end and high-end products, services and programs. And what
I noticed, is that high-end versions of what you offer in general and online
specifically are much more sustainable. High quality attracts high quality clients.
And high-end clients pay for better results with whatever they buy from you. They
are more committed to getting the results, because they have more skin in the
game.

7. HIGH-END BUSINESS CONTINUES IN ANY ECONOMY – IF YOU SERVE HIGH-

END YOUR BUSINESS WILL KEEP ON THRIVING

People and businesses alike will continue to have needs. Especially in times of
crisis. They always will. If you're able to fulfill the needs of high-end clients, your
business will continue to thrive. Because you have the type of clients who are
looking for quality, and who are willing to pay extra to get results faster at a higher
quality. They are always going to demand high-end services and they are much
more likely to survive an economy.

So, these are seven reasons why positioning yourself high-end is important.
Moving into the online space and going into high-end online business is something
I highly recommend, because of the strong business case and added value of our
work as the systems practitioners. And I want to support you in pivoting your
business towards it.

05 SYSTEMIC BUSINESS!
HIGH-END ONLINE BUSINESS:
WHAT IS IT?

Now we get to what high-end is. I suspect that if you are reading this, you are
already in the at least the mid-range with what you offer. But even if you are on the
low end, there's an invitation to add the high-end to your portfolio.

WHEN IS SOMETHING HIGH-END?

In general, high-end obviously means upscale. Something high-end is of superior

quality and usually high in price. You can buy a t-shirt for 1 euro or you can buy a t-
shirt for 80 euros. They're both t-shirts. But the perceived and experienced value of
clients who buy an 80-euro t-shirt is different compared to the someone who
purchases a 1 euro t-shirt. Now this is an example of a product.

We are in the services business. We are able to add tremendous value from the
systemic practices that we do. Because we can help leaders, professionals, teams,
organizations, societies with very complex problems. And that has high value, even
though it's quite often not priced as such.

It is matter positioning ourselves well, so that we can attract potential clients who
understand the value and buy high-end.

HIGH-END CLIENTS

Things become really interesting if you want to work with high-end clients. As I
mentioned before, there are always people who are inclined to buy high-end.

In a total population of possible clients, it is the upper 10 to 20% that wants to

work high-end or even at VIP level.

Well, what if I sell to businesses, you may wonder. This is the case in both a

06 SYSTEMIC BUSINESS!
business to consumer, and a business to business context. Businesses or
organizations don't buy, it is always people who buy.

Usually, when you look at the bell curve of possible clients, those in the 80 to 90%
range, want results faster. They do not have time and they are willing pay a higher
price to work with you if you provide a more specialized high-end service, that gets
them ahead quicker. They step up and do what is needed to get the result with your
help. It's a different type of client, than those who value money over time.

Then there are people in the 90 to 100% range. Those are people who want VIP.
They are the highest end of clients. They almost have what you offer. They just
need your guidance to get to reach their results.

This doesn't mean that they are always the people who have the highest income
levels or who are rich. Usually it does mean, that they find it important to invest in
quality. They have a life to live and a business to run and value how they spend
their time over anything else. So, if you work high-end, it's very important that you
work with these types of clients.

NOT FOR EVERYONE

The interesting thing about high-end is that it is not for everyone. Both clients and
entrepreneurs need to be in the 80-100% range in order for high-end business to
work well. The online component is an additional factor.

This means that your business is not for everyone. You don't work for the masses.

YOUR HIGH-END SERVICE AND EXPERTISE

What's also important is that YOU work at your highest level. If you work in a high-
end online business, it means that you give your clients the highest value that you
can possibly give them. You know what your expertise is, right? You know what
you're best at. But you also know what you enjoy most.

07 SYSTEMIC BUSINESS!
These are two important pillars: high-end clients, and high-end you as a systems
practitioner as in your space.

HIGH-END BUSINESS

Then there's a third pillar and that has to do with the way you work. A key aspect of
high-end online business is about putting all that high value in one program. One
high-end positioned program.

Now, I don't know about you. But the first time that I heard that and worked with
that, I was like, wait a minute, I love so many different things about the systemic! I
offer coaching here and I do this program there, and I am consulting here and I do
long projects and short projects there.

High-end is about one program, one service. It creates clarity. It's simple. And if
you do only one thing, you get really, really good at it. It's so much easier to stand
out. If you position yourself high-end you have one purpose.

Your program or service is about a transformation that you take your clients
through. It's not so much an A to B process is more like an A to Z process.

For example, if you are a high-end team coach, then you know how a tam team can
develop, how it evolves and all the many different aspects to that. And you know
how to coach the team regardless of what stage they are in. You may put all of
your expertise and experience, all of what you have in one program, framework,
journey or way of working.

High-end is about productizing your service and offering all of the very best you
have. This makes it highly valuable and people come to you to help them with that.

08 SYSTEMIC BUSINESS!
WHY IS CREATING A HIGH-END ONLINE BUSINESS DIFFERENT FOR SYSTEMIC
BUSINESSES THAN FOR OTHER BUSINESSES?

When pivoting my own systemic business high-end and online, I realized that there
are some differences from other types of businesses.

So, before we go into what it takes to create a high-end online business, I would
like to share with you, 7 reasons why creating a high-end online system thinking
based business is different from other businesses.

a. Valuable knowledge and services can easily be packaged into online courses or videos -
systemic work also needs space, context, and in person human interaction more often, it
requires a different approach to creating effective packaging of your services

b. Systemic work is relationship based instead of just one-way communication - systemic

learning needs relationships

c. Systemic work requires systemic & contextual learning. This is more effective when
more (sub)systems and roles are in the room - most other businesses don't need this
when working with their clients online

d. In a systemic business a core system is the learning, the experience itself as it is

happening in the here and now. This includes you as the systems worker - A shift from
expert to facilitation of whole system learning is required

e. Systemic business requires that you as a business owner have knowledge and
experience about your system of origin - awareness of which systems and problems you
are is drawn to or inclined to get sucked into is less needed in other businesses

f. Systemic business requires a language that clients who think in and are used to
reductionist language can understand - you are there to translate and help bridge the
gap

g. Marketing messages, especially high-end online marketing messages, need to focus on

the results. People are willing to invest if they understand the results they will get from
their investment - systemic businesses tent to be very content oriented and focus on
marketing the process/tool/approach, something that will not help sell high-end

09 SYSTEMIC BUSINESS!
BLOCKING MINDSETS: BUST YOUR
HIGH-END ONLINE BUSINESS BULLSHIT

Creating a successful high-end online business comes with a lot of mindset shifts.
I learned the hard way! You need to make these mindset shifts to be able take the
right consistent high-end action. Let me share with you the most common blocking
mindsets that you'll encounter when transforming your business. No high-end
business coach does this, but I want to be up front with you and ask you to take
ownership of the ones you use. You can't change what you are not aware of or
don't acknowledge. Play along: bust your high-end online business bullshit! Tick all
that apply to you. Trust me, you'll thank me later .

BUSINESS
I'm not in business for the money/Money doesn't motivate me
I don't like marketing & sales (live/social media): I'm not some 2nd hand car
salesman
I don't know how to make myself visible/get leads or clients consistently/sell
I need a new/better business partner/VA/Sales Team/Website/program, then I'll
be fine
I already have great client relationships/more than enough work/great revenue

ONLINE
I'm not a technology person
I can't do my work online/make an online offer/I need to work offline
I figured out Zoom, so I'm fine
I don't like online work, it's not the same as in-person (I want back to in-person
asap)
There are so many tools for online business, I feel overwhelmed

HIGH-END
I don't need a different business model. If I want to make more money, I will just
have to work more hours (but actually I want to work less hours!)
I'm on a human-centered mission: positioning myself amongst the riches doesn't
fit that

10 SYSTEMIC BUSINESS!
 I just want to make a difference with the (systemic) work I am already doing, that's
all
People will never pay me high(er) prices/there are many free online offers
nowadays
I like variety, doing different things/If I focus on running only 1 program, I'll get
bored

“CIRCUMSTANCES”
I need to “get unstuck”/ figure out my life/get back on my feet/become
healthier/get more certificates or degrees/etc., before I pivot my business to a
high-end online one
The economy doesn't allow me to make this pivot – the timing is all wrong
My (business)partner/husband/wife/friend/significant other doesn't want me to
do this
I don't have the money/time/motivation/energy to invest in going high-end &
online
I've invested in coaches/programs/high-end before: I didn't get the results I
wanted

NEGATIVE THOUGHTS, GUT FEELINGS AND EMOTIONS,

PROCRASTINATION AND NON-ACTION
I need to think about it (I need more information first/I want to say no, but I dare
not)
I don't trust the process (it won't work for me/who am I to do this/people will hate
me)
I don't trust my coach (I want to try this on my own first/I don't want to be sold to)
I don't trust myself (not enough experience/I can't do this/I'll fail/I'm too
old/young/etc.)
I'm scared (this transformation is daunting/I dare not step into my leadership yet)

(NOW ADD UP ALL BOXES YOU TICKED)

Total score: …………………………………

11 SYSTEMIC BUSINESS!
MY SUCCESS, VISION AND WHY ME

Before you read on, let me share about my journey with my business. My online
business started 7 years ago. I tried to build everything myself and created by
websites with my own two hands. When nothing happened after opening up shop
with my business, I started a long journey to get where I am today.

I attended seminar after seminar, webinar after webinar. Some things I

implemented, others I did not. I worked time for money in change projects,
because that was a relatively easy way for me to generate revenue. When I tried to
launch new online concepts, nothing seemed to accelerate success in my
endeavors. I lost business ideas, potential clients and revenue big time. Online
success wasn't consistent, because I also wasn't.

In order to become an online success, I ended up spending tens of thousands of

dollars on courses and coaches. Some were really good and some not.

I also spent a lot of time on developing my expertise and myself as a person. It is

really interesting to see how your business is a reflection and a catalyst of yourself
as the owner.

As a systems practitioner of many different systemic approaches, I also did a lot

of work to make sure that I'm doing my work from the right place and creating
awareness of mirroring between my system of origin and the client systems I work
with.

Gradually over the years I learned what worked and what did not work in the online
space. And since I embraced working high-end in addition to that, my business
really took off.

12 SYSTEMIC BUSINESS!
But I learned all this the hard way. No need for you. You can save a lot of time by
working directly with me and taking a short cut.

I believe that creating a high-end online business is a very sustainable one. And
that it is the shortest way to realizing the life, business and impact you want to
have. Just like we are part of systems, there is also a system to every
transformation.

Based on my experience I created a short cut for you with the High-End Online
Business Framework. It is the absolute transformative path towards realizing your
business' purpose and potential. Even though you still need to do the work, you can
get there a whole lot faster than I did.

Let me present the High-end Online Business Framework to you in this eBook.
When you're done reading it, you'll know if you are ready to put it into action and
pivot your business to high-end and online.

“
“In this Masterclass by Jennifer Campbell, I realized what
value I bring to clients. And that I was not doing my
clients a favor by giving it all away for free or charging
low fees. From that realization I made a strong first draft
of online my offer, right there in the Masterclass.”
Ingrid - High-End Online Business Masterclass Participant

13 SYSTEMIC BUSINESS!
THE HIGH-END ONLINE BUSINESS FRAMEWORK:
9 BUILDING BLOCKS

The framework below consists of 3 phases and 9 steps or building blocks. In the
following pages I will explain the building blocks for each phase, and the key
questions and principles for each building block.

14 SYSTEMIC BUSINESS!
PHASE I: SUPER SIMPLE STRATEGY

This first phase is called Super Simple Strategy. In this phase, you build the
foundation of your high-end online business. At its foundation lie three core
aspects: you as the professional with your expertise, your offer and how you
package and position your expertise, and last but not least: your high-end client.

That's why this phase consists of the first three steps in the High-End Online
Business Framework:

HIGH-END FOCUS

HIGH-END ONLINE OFFER

HIGH-END CLIENT DEFINITION

15 SYSTEMIC BUSINESS!
STEP 1: HIGH-END FOCUS

KEY QUESTIONS

Purpose – Mission

· What do you want in life?

· What is your purpose?
· What your mission?
· Where do you want to go with your business?
· What kind of revenue and income do you want to have?

High-End Mindset

· Who do you need to be to pull this off?

· What are the mindsets that belong to that?
· But there is a couple of mindset shifts that you need to make.

CORE PRINCIPLES

High-end is not for everyone. If you position yourself high-end, you are targeting
high-end clients, you're not targeting the masses. And that is one of the biggest
mind-shifts that you need to make. That there is abundance to be found in your
niche or particular context.

I want to look at your mission and your high-end online income that you want to
generate. You need to have strong drivers, strong motives to go that path. Because
once you do, you'll be able to push through the hurdles that all entrepreneurial
face. It's very important that you are fueled by your mission and purpose. A high-
end online business mindset is that your business serves your mission and your
life. Not the other way around. Read that again…!

First, what is your mission? Maybe you're still trying to figure that out, then go with
your first idea, or maybe the leading principles behind why you work or why you

16 SYSTEMIC BUSINESS!
have clients because that could also be a pointer. Frustration about why certain
things aren't working or why are certain things not existing in the world could also
be fuel for your mission. Write it down for yourself: why are you in this systemic
business? Where do you want to take it?

Second, if you think of your mission, and if you think of the life that you want to
lead, write down what would be your desired income on an annual basis. So not
your revenue, you probably know your revenue. You probably also know your cost,
but in the net sense, what type of income results from that. If you don't know the
exact income number, then decide on a general estimate.

Once you have your mission and your income level, you have an important
foundation for your business. Another aspect to this is: who do you need to be to
pull this off? What mindset shifts do you need to make to create the business you
want to have and the mission you want to realize? In terms of mind-sets,
understand it is important to turn around the blocking mindsets I shared with you
earlier in this eBook.

17 SYSTEMIC BUSINESS!
STEP 2: HIGH-END ONLINE OFFER

KEY QUESTIONS

Offer

Ÿ What is your offer?

Ÿ What would be the one program that contains the best of what you have?
Ÿ What is the problem that you solve? If clients go through this program, at the
end, what is solved for them?
Ÿ What is the transformation you have them make? What is the journey that you're
taking them through?
Ÿ What is different about them about their lives/team/organization at the end of
it?

High-End Online Offer

Ÿ And how do I put it online?

Ÿ How do I deliver this online?
Ÿ When is my offer high end?
Ÿ What makes this program valued at the high-end price point?
Ÿ How to make the offer high-end value attractive to high-end clients?

CORE PRINICPLES

Some marketing gurus say you need to start with your ideal client. Other gurus say
you need to start with your offer first. I'm sharing what worked for me in my
business.

In order to reach your revenue and income goal, it is important to decide on your
offer. And not just any offer, but your high-end online offer. And that is not just the
knowledge you have, it is the transformation you provide. A totally new perspective
and a guided journey.

18 SYSTEMIC BUSINESS!
I would like you to think about this transformation. And then envision putting the
best of the best of what you have into a program and selling it. Put your life's work
into it. All your knowledge and experience. Now imagine that you are going to offer
this online program for 50,000 dollars. Yes 50K. If you are used to creating and
selling 50K programs, set it at 100K or 150K. This may sound crazy: just play the
game with me for a second.

So 50,000 dollars. Start with key questions above. If you were to offer the best of
what you have and put it all in one online program, what would you offer? What
would be elements you put in it? What would make it a 50K value program?

Think about it. Your high-end clients who would buy this program value time over
money. They don't have time to go through a million eBooks, PDF's, hours and
hours of videos and so forth. Therefore, what would be the core, the essence of
your program?

This is part of the exact process you need to go through to start crafting your high-
end. And of course the buyer of your high-end online offer comes to mind: your
high-end client.

19 SYSTEMIC BUSINESS!
STEP 3: HIGH-END CLIENT DEFINITION

KEY QUESTIONS

Demographics

Ÿ Who do you want to help?

Ÿ Who is your high-end client?
Ÿ Who is this program for?

Problems

Ÿ What are their problems?

Ÿ What are their fears?
Ÿ What keeps them up at night?
Ÿ What are the buying motives of your potential client?

CORE PRINICPLES

If you are pivoting your business to a high-end and online one, then you'll already
have clients. And it is very likely that the top 10-20% of that is high-end.

What's incredibly important for selling your high-end online program, is that you
know who your client is, what their problems and fears are, but most of all, what
their buying motives are. And these will not be the same as your current clients.

Selling high-end online means that you can't describe your potential clients'
demographics like gender, age range and profession and leave it at that. Also,
interests and preferences are important, but not sufficient. Of course, they need to
have the problem you solve. But quite frankly, there are many ways to solve their
problem.

20 SYSTEMIC BUSINESS!
What's important is that you know the buying motives of your client: why would
they buy?

The reason why this is extremely important, is because we need these buying
motives during the sales process as well as through guiding them through the
transformation you provide.

If your program speaks to your high-end online client's buying motives, they will
see the value of your program for their lives, they will buy.

Examples of life changing categories that are of high value are:

Ÿ Time motives – e.g. want to work less hours or free up time to spend with loved
ones
Ÿ Financial motives – e.g. generate more revenue in their business
Ÿ Health motives – e.g. become healthier and live longer
Ÿ Status – e.g. receive recognition
Ÿ Personal growth, contribution or mission – e.g. fulfillment, use potential
Ÿ Relationships – e.g. save marriage
Ÿ Safety/risks – e.g. prevent accidents

Describe your ideal high-end client in all terms and then write down their buying
motives.

21 SYSTEMIC BUSINESS!
PHASE II: SMART SALES

In second phase, you build on your relationship between you, your offer and your
high-end online business clients. It consists of the next three steps in the High-End
Online Business Framework:

STRONG MARKETING &

HIGH-END ONLINE POSITIONING

GENERATING LEADS:
ATTRACTING, SELECTING, STARTING
THE VALUE CONVERSATION

DETACHED & VALUE CREATING

SALES OF 1 PROGRAM

Once you have your Super Simple Strategy, then you need start building the
relationship with your potential clients. Let's start with step 4 about positioning
and marketing.

22 SYSTEMIC BUSINESS!
STEP 4: HIGH-END ONLINE POSITIONING &
STRONG MARKETING STRATEGY

KEY QUESTIONS

Positioning

Ÿ What is high-end online positioning?

Ÿ How do I want to position myself?
Ÿ How do I become visible online?
Ÿ How can my potential clients get to know me?

Strong Marketing Strategy

Ÿ What are my marketing goals and strategies?

Ÿ How do I want to leverage social media?
Ÿ What marketing activities do I need to do?
Ÿ What can I automate and when?

CORE PRINICPLES

This step is about positioning yourself high-end. This means that you completely
focus on becoming the go to person for your niche for the 80-100 percentile range
of clients as discussed before. Becoming visible online is not about focusing on
the masses with high-end, it's about focusing on the client who's at least 80%
there.

An effective way of becoming more visible is by creating valuable piece of content

that you take from your transformation, the journey you guide people through.
Usually this content is available for free so that people can show interest in who
you are and what you have to offer. Have a look at your program offer and take a
step or a piece from it that is most attractive to clients. Depending on your client
this could be a checklist, an eBook, a masterclass or something else that is a low

23 SYSTEMIC BUSINESS!
threshold for potential clients to get to know you and see you.

If you have an existing audience, it is important that you make your choice to go
high-end and online very visible. Initially, it's not so much about rebranding and
spending a lot on a new website or ads. It is more about announcing that you are
starting something new and then offering the new free eBook, checklist or
Masterclass, as a way for clients to get to know you in that way.

Make sure to do these visibility and low threshold marketing activities every week.
Share the eBook to your email list and on social media. Let people opt into it.
Online presentations or podcasts are also very effective. When you do this on a
regular basis you will become more visible and on top of mind for people.

Your focus on being visible is about connecting with people through your new
service and by the weekly actions.

“
“When you [Jennifer] said that pivoting your business
online both IS and IS NOT about technology, something
clicked for me. I now understand that it is actually about
finding the best way for me to deliver my highest
systemic expertise...”
Frank - High-End Online Business Masterclass Participant

24 SYSTEMIC BUSINESS!
STEP 5: GENERATING HIGH-END LEADS,
STARTING THE VALUE CONVERSATION

KEY QUESTIONS

Lead Generation

Ÿ How do I generate high end leads?

Ÿ What are online strategies for lead generation?
Ÿ What are offline strategies for lead generation (for online business!)?
Ÿ How can I create free offers as value conversation starters?
Ÿ How can my free offer be more valuable than the market's paid courses?

CORE PRINICPLES

If you want to attract high-end leads, it is important to focus all your marketing on
your main offer, your big program. Don't sell anything else. This laser focus creates
clarity for potential high-end clients: they see how they can create the
transformation they want with you.

There are quite a few different methods for generating leads. Key is to keep it
simple.

Like I mentioned in the previous step, you can take bits and pieces of your program
to increase your visibility with your marketing, in your posting on social media. This
creates valuable different entry points for your (potential) client to connect with
you.

Make your free eBook or masterclass more valuable than your competition's paid
course. This will definitely attract high-end leads, because you set a higher
standard.

Offering your program to your closest connections is the first way of generating

25 SYSTEMIC BUSINESS!
leads. They already know you and some may have had the experience of working
with you.

The quickest way to generate leads is to build a simple and short but effective
marketing funnel. It is a way for people to get to know-like-trust you before they
book a call with you.

Some marketeers advice you to have potential clients buy cheap products/services
from you first, the so-called marketing or product ladder style. Every time clients
buy a more expensive product or service and going from low to high-end. Sounds
logical right? Wrong. Before clients get to your high-end program at the top of the
ladder, you will have lost all high-end clients in the process. They don't have time
for this. So sell them only high-end.

Make the access to having a session with you to discuss whether you can help
them with your program really easy. After an eBook or download or masterclass
and then a strategy or discovery call is the quickest way. Make sure to ask pre-
qualifying questions for your masterclass or call. Be selective in who you talk to:
pick the people you want to work with!

Strategy calls are valuable conversations for (potential) clients, because you guide
them through their decision-making process to work with you. More about that in
the next step.

Once you have a funnel that works well, you can also use Facebook or LinkedIn
ads.

26 SYSTEMIC BUSINESS!
STEP 6: DETACHED & VALUE
CREATING SALES

KEY QUESTIONS

Detached Sales

Ÿ What bothers you about selling?

Ÿ What to do if you feel your audience doesn't want to be sold to? (selling =
helping, they are on the phone with you because they want that you have)
Ÿ How can you sell without being salesy?
Ÿ What is detached & value creating sales?
Ÿ How do you deal with objections?

CORE PRINICPLES

The sales conversation is a conversation from a space of connection, from the

relationship. High-end sales is not about convincing people, it is about connecting
with them. You don't need to meet in person. You can do the sales conversation on
zoom or even on the phone.

What's important is that you use the sales conversation as a test to see if you
indeed have a person who is qualified to work with you in your program. Yes,
qualified! If the quality of your leads is bad, you will not attract the high-end client
you want.

High-end selling is about detached selling, you have a conversation with a

potential client, and you are detached from the outcome. It's not like you don't care
on one hand, but on the other hand you're not going to beat yourself up if the client
doesn't say yes to buying your program. So that's what high-end sales is. It's about
detached selling.

27 SYSTEMIC BUSINESS!
Also, you guide your potential client in the conversation. It's like a mini
transformation that you do in the sales process. You guide them in their decision-
making process to go and work with you. Usually what you'll find business in
general, but especially also high-end business and sales is usually a mirror of
where you find yourself with your business.

People are in a high-end sales conversation with you, because they are hoping to
get what you have, so they can solve their problems. They want you to be the one
who helps them solve it! And they are in a space of fear, because they want the
transformation. This requires your leadership in the situation. It is about guiding
people through the process of choosing the transformation to get the result or
outcome they are seeking.

A sales conversation is about the other person. It is not about you. If you
experience fear yourself during in the sales process than that's about you. If you
get any objections, then it is usually what people think they can get away with
when speaking with you. It is up to you to work with the person and the objections
in such a way that potential clients trust themselves to step into the
transformation, trust you to guide them through that transformation process, and
that the transformation is going to get them where they need to go.

There is a lot more to say about sales: it is a big process. But this is the key in
high-end.

28 SYSTEMIC BUSINESS!
PHASE III: STELLAR SERVICE

In third phase, you build on you focus on delivering the best you have to offer to
your high-end online business clients.

It consists of the last three steps in the High-End Online Business Framework:

SUCCESSFUL SET UP

7.SERVICE IN LIVE, SEMI-LIVE

AND RECORDED VALUE

DELIVER ONGOING SERVICE

WITHOUT SPENDING MORE TIME

29 SYSTEMIC BUSINESS!
STEP 7: GUIDING THE TRANSFORMATION

KEY QUESTIONS

Onboarding, Accountability, Progress Celebration

Ÿ What happens after my clients says “yes”?

Ÿ How do I onboard my new clients into my program?
Ÿ How do I check the onboarding was successful?
Ÿ What action are your clients required to take get to results in my program?
Ÿ How can I keep my clients accountable in my program?
Ÿ How do clients show accountability and what is the ideal frequency?
Ÿ Why is progress celebration important?
Ÿ How do you celebrate progress in your program?

CORE PRINICPLES

When you start delivering your high-end online program, it is important to make
sure that everything is set in place to make sure that your clients complete the
journey.

You need to be there from the beginning until the end and beyond.

A first powerful way is to make sure they have a strong high-end start. As soon as a
client is ready to say yes you can share with them what will happen once they say yes.

Is there the signing of an enrollment form, do they pay while you're still on the
phone with them, will they receive a payment link, and so forth. Tell them what
happens.

There needs to be a way for them to commit to the program at the beginning. This
is not necessarily the payment they make! The commitment starts in the call when
they say yes.

30 SYSTEMIC BUSINESS!
Support the scary time after your new client has said yes and hung up on Zoom or
on the phone. Don't let them go back into the fear you just guided them through.

So, send the payment link and the enrollment form. Repeat the deadline for the
form and payment in your welcome email. Enclose an unexpected gift.

Facilitate the start of the program with guidelines for the program, access to the
online portion of the video or audio materials in your online academy, let them in
on your online group of participants.

Another important aspect of an amazing high-end start is that there is clarity on

what your client will be working towards. Goal setting, mindset shifts that need to
be made need to be crystal clear. Indicate when clients typically get their first
results if they follow the program.

Accountability is the second important aspect of making sure your client

completes the program. If you have a program that lasts a few months, make sure
there is at least weekly accountability in place.

If your clients share their actions and results with you on a weekly basis, they will
be held accountable for their own efforts. If they share it in the group of
participants, this creates peer pressure: this works really well because people want
to look good in a group.

Decide on your onboarding and accountability processes, make sure they are in
place.

A third process that is crucial is progress celebration. Make sure that your clients
have a way of celebrating their progress. This is very good for their motivation and
energy to keep on moving forward.

Positive encouragement is crucial during a transformation process. Make sure to

make progress celebration a fixed element in your high-end online program.

31 SYSTEMIC BUSINESS!
STEP 8: ONLINE SERVICE DELIVERY –
LIVE, SEMI-LIVE, AND ON DEMAND

KEY QUESTIONS

Delivering your program

Ÿ What to put into the mix to create a valuable high-end online program?
Ÿ What scalable and non-scalable elements do you put in your program?
Ÿ When do you deliver 1:1 services?

CORE PRINICPLES

A high-end online program is about a big transformation a client needs to make.

They need to lose 30 pounds (not 5), or they need to pivot their business (not make
a small change).

Our clients as team and systems coaches need to increase their team
performance, or the organizational culture needs to let go of damaging patterns,
etc. These are big changes that take time.

Therefore, it is important to have the right mix in you program to support your
clients during the transformational journey. There are things they need to know and
learn, there are things your clients need to be able to do, and there are specific
actions they need to take.

It is not enough to share knowledge in an online course. The percentages of people

finishing online courses completely on their own is quite low. Let alone a high-end
online program that you need to do yourself. Your clients need your guidance in
taking the right action. They need your guidance in staying motivated and moving
forward. They need peers to feel peer pressure, but also a sense of community,
and so forth. They need time for their learning curve to kick in and go through the
transformation process.

32 SYSTEMIC BUSINESS!
All these things combined lead to success. And therefore, in a high-end online
program, you always a mix of the following program elements. The ultimate mix is
up to you:

Ÿ Knowledge in an online academy

Ÿ Online group coaching for a learning in a group
Ÿ Online training to train skills
Ÿ Online community
Ÿ Mastermind for people to ask questions, be in the hot seat, share reflections
and learning, or for getting feedback
Ÿ Accountability location (in online community)

What is important to understand that everything that requires your presence is non-
scalable or only scalable to a certain point. Therefore, you need to be mindful
about how much time you want to spend in client facing activities versus delivering
via scalable options. An online course in your academy is very scalable. Group
coaching is has limited scalability. 1:1 coaching is not scalable. What I've seen and
experienced is that 1:1 is something you usually only put in VIP programs. Access
to you should not be easy in your high-end business. Your time is precious and as a
high-end online business owner, you need to set the example.

33 SYSTEMIC BUSINESS!
STEP 9: ONGOING SERVICE DELIVERY:
MAXIMUM VALUE, LEAST AMOUNT OF TIME

KEY QUESTIONS

Service levels

Ÿ What is the best service level?

Maximum value in the least amount of time

Ÿ How can you deliver your maximum in the least about of time?

CORE PRINICPLES
The final step is to make sure that your program allows you to deliver maximum results
for your clients in the least about of time for you. Defining what maximum results are, is
usually not about putting more into your program. This is what many solopreneurs do to
compensate for their own idea that they charged too much.
However, high-end clients are not interested in 94 PDF's and hundreds of pages of
information. They are interested in getting the best possible results in the least amount
of time. That's why they came to you in the first place, because you are giving them all
you want and need.
If you do a monthly mastermind for example and share with them 3 things within ten
minutes, that are going to make a huge difference in their transformation, then they will
appreciate that more than weekly 1:1 coaching and long sessions in which they are
unclear about what to implement or take action on.

So, determine your service level and look for program elements that help you deliver
high value fast. It is not quantity, it is quality.

Masterminds and group coaching are program elements you can do online and
bring the most value in terms of progress through a transformation. People learn
from others in the group as well as from you.

34 SYSTEMIC BUSINESS!
MORE INFORMATION AND INVITATION TO
WORK WITH JENNIFER CAMPBELL

Thank you for reading my eBook about taking your business high-end and online.

After reading this book you have three options:

1. You try and do things you've read about on your own – which is absolutely fine
2. You attend the Masterclass and work with me on your own business in a small
group
3. You accelerate your Systemic Business in a non-obligation strategy call with me

Masterclass

Would you like take the first steps towards launching your own high-end online business
as a team coach or systems practitioner? Join my masterclass! In a two-hour
masterclass we will cover the following:

Ÿ Why profiling online and high end is incredibly important for you
Ÿ The 3 core strategies to generate high quality high paying clients for your systemic
business
Ÿ How to increase your online visibility and impact with your systemic work, mission,
methodology and approach
Ÿ Possibilities and actions for your high-end online success that you can implement
straight away

Register here: https://highendonlinebusiness.com/masterclass

Strategy call

If you would like to explore how I can help you take your business high-end and online,
book a strategy call with me. You can do so here:

https://calendly.com/sls2020/strategy-session-jennifer-campbell

35 SYSTEMIC BUSINESS!
CONNECT

The Systemic Business! eBook and Year Program were created by Jennifer Campbell.

Jennifer has over 25 years of international experience in Change Management,

Executive & Leadership Team Coaching, Systemic Leadership. She holds certifications in
many systemic approaches, including Organization & Relationship Systems Coaching,
Organization Constellations, Team Coaching and Deep Democracy.

Jennifer is also the Creator and Host of the annual Systemic Leadership Summit. This
worldwide event has presented 80+ expert speakers and attracted more than 4500
participants from over 48 different countries to date.

She is a successful online entrepreneur of 7 years. Jennifer was featured in

Forbes.com, Financieel Dagblad and Management Team magazine.

Jennifer's mission is to help leaders & systems practitioners successfully lead change,
leverage systemic approaches, and create strong, sustainable and human focused
organizations and businesses.

Other eBooks by Jennifer Campbell: “Systems Oriented Leadership: 16 crucial skills for
leaders who put the system first.” Available on Jennifer's website:
https://www.jennifercampbell.com

36 SYSTEMIC BUSINESS!
 CONTACT DETAILS

https://www.jennifercampbell.com
[email protected]

https://www.highendonlinebusiness.com
[email protected]