Because I know it will help you, I wanted to bring back one of my most popular episodes that is essential for all coaches.
This might blow your mind. But I hope that it OPENS your mind instead.
And I think that you’ve probably suspected the truth of this already, but you haven’t known what to do about it. Here’s what it boils down to …
Coaching is a hard sell.
Few people wake up knowing that they want coaching. It is a burden for coaches.
I’ve figured out a way to solve this challenge so you can more easily attract clients and coach to your heart’s content, without having to convince people they want coaching. It’s at the center of the way I help coaches build a profitable business.
And, there’s a super critical mindset shift so bear with me. I know that once you understand, you’ll not only be relieved you’ll be empowered.
Coaching is a Valuable Skill
It absolutely does help people transform. You and I are completely sold on that.
But most people are not. In reality the only people who really wanted to hear about it were people who were thinking of becoming one themselves or people who have already experienced it through a corporation.
And because of that, you have to convince people they want coaching. It is not a great start to the co-creative relationship.
Also, keep in mind that humans are marketed to all day long and don’t pay attention unless messaging hits the hot spot for them.
For so many coaches, they launch and sell, sell, sell the idea of coaching. Then what happens? Crickets. That’s what happened when I started and after a while I had two choices, quit or find a better way.
Coaching is a Skill Set Not a Solution
I realized that at the heart of this is a misunderstanding about what coaching really is. It’s a skill set, not a solution. And, in most people’s minds, it’s a service for the elite or for corporate executives. It sounds expensive but not in the same way as a pair of Jimmy Choo shoes or a 2-week beach vacation without the kids.
People can easily justify those types of indulgences. Hiring a coach doesn’t quite hit the desire button.
But people will spend money on solutions to urgent problems. And that’s the opportunity for you to get creative.
Let’s say you’re a wellness coach … if you specialized in working with engaged couples you could offer a Signature Programs like this:
20 weeks to get fit for the wedding
then later…
100 days to build stamina for parenting
Or, if you’re a career coach … you could specialize in working with women re-entering the work force:
4 months to land your new job
or
90 days to onboard with confidence
Notice how each offer…
- is geared to an urgent problem for a specific audience
- doesn’t mention coaching at all
If you offer programs like this, people hire you because your messages and offers hit the mark for them. It’s something they know they want. And because it’s so clear what the milestones are, you can charge more and get it.
Sure, you can let them know you have coach training or certification but that’s not likely to be what they care about. What clients really care about is that you can help them overcome their challenges on the way to their big goals.
This approach really works when:
- you narrow to one viable audience
- the problems you help them with are urgent for them, and
- the outcome is specific with both emotional and tangible benefits
That’s also how you’ll be able to get and keep the attention of your audience long enough in this distraction-heavy marketplace to build a relationship and inspire them to invest in your programs.
Are you beginning to see how this could work for you much better than trying to sell coaching as if that is the solution?
Now I know that hearing this could be a bit of a shock.
And it’s possible you might prove me wrong about this. If you’ve found it easy to be financially successful selling the type of coaching you learned to do, I want to hear your story and so do my listeners.
If, on the other hand, you’ve been stuck with a few happy but low paying clients, this approach and mindset shift could open all the doors and windows for you.
The Cascading Benefits When You Stop Selling Coaching
With this kind of focus for your business …
- you know what to do day to day
- you know how to find your audience
- you know how to inspire them to take action
- you build trust and a fan base
- you’ll know how to help your clients re-up for the next step with you
- and you’ll build expertise quickly which can be leveraged into books, online training, masterminds and more
It’s a beauty way to go!