I know you know what your current coaching clients want. But do you know what your prospects want? There’s a difference. Discovering exactly what prospects want from you is the key to enrolling lots of clients easily.
So many coaches miss this, because they already know what they’re selling – their coaching services. It’s a natural way to think, but it’s also a classic marketing mistake. They try to sell coaching as the solution before they’ve even asked what the prospect sees as the problem.
You have a profound appreciation of the power of coaching, and that’s essential. But if it leads you to try to sell coaching, you may be setting yourself up for poor results. The basic law of the marketplace is supply and demand. You can supply all you want of something you think has value, but if there is no demand for it, it won’t sell.
That’s why established businesses do research before they launch a new product. I realize “market research” sounds pretty off-putting – technical, boring, expensive. But at its core, it’s just listening to people to find out what they want. What could be more coach-like than that?
I call this “listening to your market” – and you have everything you need to start doing it. To prove it, try these steps:
Ever feel derailed from your best laid coaching business plans? Sometimes holidays, illness, family crisis — things that require your immediate attention — can stop your momentum cold.
Every business owner gets derailed by life sometimes. The key, of course, is how you respond. Feeling guilty about what’s not getting done and disappointed that you haven’t “made it” yet will only prolong the stall. Be compassionate with yourself, and use these seven steps to get back on track quickly.
1. Align your expectations with your commitment
Human beings run into all sorts of trouble when our expectations exceed our commitment to success. We’ve put too much stock on the desired outcome and not enough on the experience of getting there.
Think of your coaching business as a journey, not a destination. Then, any unexpected delay or side-trip is simply part of the adventure. Present results don’t define you or your future. Your identity is measured from within, not by what you’ve accomplished.
Think about it… If you’re wholly committed to your own success, then:
Have you ever felt that you need more knowledge, training or credentials to be highly valuable to your coaching clients? While every coach has some areas to develop, don’t make the mistake of discounting the many skills you already bring to the table. That goes for business skills as well. No matter how new you are to coaching, you’re no novice in life, work and communication skills.
It’s time to recognize and leverage your strengths, and consciously build a few core skills to help you thrive in your coaching business.
Below is a (non-exhaustive) list of core business skills. Take a few minutes to rank your current level of skill for each one. Be generous! And prepare to be surprised. Rank your skills on this scale (or come up with your own):