Some part of you already knows this… it’s a rare person that wakes up in the morning thinking “I need a coach!” That person is “initiated” into the value of coaching because they or someone they know has had a positive experience with coaching. But that’s a small percentage of all the people in the world.
So why are coaches working so hard to convince people to buy their coaching?
I floundered around with this fruitless approach myself in my first three years of my business. Then I realized, that selling coaching is a very sales-like approach and I didn’t want to do it anymore. It takes a lot of energy for little return and doesn’t build much momentum or ease over time.
Each new prospect has to be convinced. It’s like starting over with every sample session. And too many say they can’t afford it because they perceive coaching as a luxury.
It’s not very coach-like is it?
Think about it. We’re taught to work with clients holistically, focusing in on their agenda — what is it that they want today. And then we use our skills, listening and asking powerful questions, to draw out their wisdom, help get perspective and work through obstacles so they walk away with the outcome they came for.
Coaching is client-centric. But selling coaching is not.
So, what would be a more client-centric approach to attracting clients? There’s a tried and true way. Every successful change agent, entrepreneur and professional has done this. They target a specific group of people, find out exactly what they want — that tangible outcome they woke up wanting this morning — and show how they can help them get there.
Here’s how it works:
Focus your time and energy on a group of people — one viable coaching niche — full of people who are
- easy to find
- factively seek support to get where they want to go
- narrow enough that you’ll stand out in the crowd of service providers
Listen and Learn
Conduct a little casual market research to discover exactly what would motivate them to seek out professional services by asking:
- What outcome are you hungry to achieve right now?
- What would it do for you if you could make that happen?
- What’s in your way?
- What is it costing you to be where you are now?
Speak to their Heart
Make sure all your blogs, ezines and all of your messages speak to those people “where they live” about the specific challenges and outcomes they care most about (instead of about coaching). That’s how you’ll attract their attention and gain their trust.
Close the Gap
Offer well titled coaching programs, products and events that are clearly designed to help them achieve those specific desired outcomes. When you show them how you can help them close the gap between where they are now and where they want to be, they are naturally motivated to invest in their future with your professional support.
And don’t worry… you have all the skills you need already to help a targeted niche market reach those tangible outcomes and their full potential. You don’t need any expertise. Trust me, there are plenty of people out there who are eager to invest in professional services to achieve a specific purpose.
What about you? Have you ever come across a workshop or event that seems like it’s been designed for where you are right now? At those times, investing in your future is a no brainer. And you’ll tell others who are in the same place you are about it too.
That’s how you’ll attract clients in a client-centric way. It’s easier, more fun, less salesy and you’ll market much less.
There’s a new wave of coaches who have shifted their approach this way and are thriving.
It’s a mindset shift way. I want to invite you to choose Your Highly Profitable Niche.
You’re not a salesperson. You’re a coach. So it’s time to start attracting clients who want your support without having to convince them to buy your coaching.
What do you think about this? I’d love to hear your comments so drop them in below. And I will respond to you.