Ep 7 – Why is Coaching a Hard Sell?

This episode might blow your mind. But I hope it OPENS your mind.

You’ve probably suspected the truth of this already. It’s been nagging at you but you haven’t known what to do about it.

Coaching is a hard sell.

You don’t want to have to sell at all, but you definitely don’t want to do a hard sell on people!

And, I hear you thinking …

“What the fork, Rhonda!

I’m a coach and you’re telling me

it’s not a good idea to sell coaching?

What else am I supposed to do?”

Bear with me, because there is an important mindset shift wanting to happen here.

Yes, it is a super valuable skill. It absolutely does help people transform. And we — you and I — are completely sold on the idea of it.

But most people are not.

The Origin Story Explains the Disconnect

To help you understand the disconnect between what we know and what our prospects don’t know, I’ll share what I call my origin story.

See if you recognize your own origin story in any of this.

I remember when the idea of coaching sparked in my mind and started burning like wildfire.

I was a Marketing Director of a small corporation. From the outside, it seemed like a perfect job. Great salary, good benefits, weekends off. My boss was the President and an engaging leader. I had authority and a lot of freedom.

Still, each day I came home from work feeling soul-less.

I felt sick on Sundays and dreaded the coming week. When I got home from conferences, I’d cry in the airport parking lot. I was so spent.

I decided I had to break free and deep down I knew that just getting another job wasn’t going to do it for me.

I summoned the courage to go to my boss and I told her I’d be gone in 6 months. In the meantime, I’d like to shift from employee to consultant, train my replacement and work from home 4 days a week.

To my surprise, she agreed to everything I asked. I think she valued me but knew somehow that I was a short termer.

Then, I had more bandwidth to consider what my next steps were.

During coffee with friends I asked what they thought my strengths were and we brainstormed entrepreneurial possibilities.

One friend said: “You’d be a good coach, Rhonda.”

A tingle zipped up my spine and in days I was immersed into a year long training program.

My life flipped over in the most exciting way.

Selling Coaching Comes Off Salesy

I became coaching’s best advocate. I became obsessed.

So you can imagine how confused I was when I talked to people about it their eyes would glaze over and they’d slip away from the conversation.

In a not very subtle way I was trying to convert them. To convince them that coaching was wonderful and that they wanted it.

In reality the only people who really wanted to hear about it were people who were thinking of becoming one themselves.

I’d argue that it is an even harder sell now because there is exponentially more marketing for services out there than there ever was.

And people don’t pay attention unless messaging hits every hot spot for them.

I wrote about topics like limiting beliefs and how to find confidence. There are sooo many articles out there on those topics so it wasn’t surprising those topics didn’t get read. I gave talks on similar topics at Chamber meetings and in libraries.

What happened?

Crickets.

Much later, when a few clients did enroll, they stayed no more than 3 months with me even though they said they loved working with me.

Obviously, I wasn’t earning well.

My problem was, that …

I Mistook What Coaching Is

It’s a skillset, not a solution.

But mostly it’s associated in most people’s minds with services 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 two week beach vacation without the kids. People can easily justify those types of indulgences.

Hiring a coach doesn’t hit the desire button.

But people will also spend money on solutions to urgent problems. So this is the opportunity to …

Get Creative with Your Coaching Niche

Let’s say you’re a wellness coach. If you specialized in working with engaged couples you could offer these programs:

20 Weeks to Get Fit for Your Wedding

then later…

100 Days to Build Stamina for Parenting

and later…

120 Days to Lose the Baby Weight

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

and

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

Once you have paying clients you’ll draw from your skills and tools to help them achieve their goals.

They’ll hire you because your messages and offers hit the mark.

This approach really works when:

  • you narrow your audience
  • the problem you’re speaking about is 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?

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 mindset and approach shift could open all the doors and windows for you.

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 open blogs and click links
  • 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

Want Help Making This Shift?

Grab a Strategy Session with me. It’s perfect for choosing your audience and nailing down your coaching niche. Or, if you’re already done a good job at that, we could brainstorm irresistible offers.

Let’s get your business on the right track so you can feel proud of it and earn well!

The next episode is 3 Crucial Parts of a Smart Coaching Niche

Ep 3 – Do You Really Need to Be Certified?

This short episode is part of the Start Smart Series.

Let’s explore a sticky question today. Do you really need to be certified in order to say that you’re a professionally coach?

It’s sticky because there are two camps — the yeas and nays — with strong opinions.

Ultimately though, whether you certify or not is your decision.

2 Types of Coach Certification

  1. Certifying through a coach training organization. You enroll, complete training and certify through some sort of review process when training is complete.
  2. Independent certification such as through the International Coach Federation (ICF). You work towards it by completing requirements and paying an application fee. You’ll need a certain number of hours of paid coaching, completed training with an accredited organization, and being mentored by people who are certified at the master level.

To maintain or advance your ICF certification you have to re-up every few years. It’s a significant ongoing investment in time and money.

NOTE: The ICF and other certifying bodies often change requirements for the various levels of certification. So, if you’re on route to certify, stay in touch with the requirements so you’re not blindsided by changes.

Independent certification helps to mature emerging fields and garner acceptance in the marketplace. ICF launched in 1995, when life coaching was burgeoning, and now has a presence in 140 countries and over 30,000 members.

There is a segment of the coaching industry who will firmly say YES, that you must be certified to be considered a professional coach. I was in that camp when I first became a coach but I’ve softened on this over the years. Let’s look at the reasons proponents give …

6 Main Reasons to Certify with an Independent Body

Reason #1    That coaches who certify are more likely to earn more and not drop out of the profession.

Reason #2    That certification distinguishes you from all the people who co-opt the term ‘coach’ but who have not been rigorously trained.

Reason #3    That maintaining certification requires you to stay in tune with best practices.

I’ll chime in here and say there’s a logic to these reasons to certify. A professional path does help you stay in the profession. However, independent certification does not necessarily mean you’ll earn more.

Your income largely depends on your coaching niche, target audience, offers and your ability to market and enroll.

Reason #4    That the public will perceive you as being a more skilled coach if you’re certified.

Reason #5    That your clients will require it.

If you go into the executive or leadership coaching track where you’ll provide services to people within corporations, coaches that are ICF certified will likely have a competitive edge.

But for many other tracks, niches and audiences, certification is a non issue as far as clients are concerned.

In my 20 years in the industry, only 2 people have asked me if I was certified and that was early on by representatives of ICF. None of my potential or actual clients has ever asked me.

And, I’ve checked recently with experienced fellow coaches, who either have never certified with ICF or haven’t maintained it. We agree that for most niches the client does not require or even ask about certification.

Reason #6.    That you may be legally required to be certified in the future.

This could happen, however, I don’t see a lot of energy being put forth to move in that direction.

Regulation would likely only come about if coaching, as an industry, becomes a nuisance. In other words, enough coaches irritate enough clients that those people lodge complaints or sue. If there’s a push for regulation there will likely be a ramp up period and it will be licensing rather than certifying. Although the ICF will definitely lobby for certification to be a part of the regulation. And who can blame them?

The Bottom Line

Here’s what I tell my clients … why not work towards certification?

Research the requirements and work diligently towards them while growing all aspects of your busines. It will keep you on a professional path.

Then, as you grow in your coaching business, if your integrity tells you that to feel legitimate and be valuable to your clients you must maintain certification, then you’re ready. If not, trust yourself and find other ways to walk a professional path.

I keep records with the number of hours I coach/mentor each client. I also have a Terms & Agreement document that I ask each client to initial and sign that gives me permission to share their name with ICF as proof of our professional connection. Although I’ve heard that ICF eliminated that requirement.

Know that independent certification is a significant and continuing investment of time and money. I’ve been through it and I respect the rigorous effort and institution.

On the other hand, through the years, some of the best coaches I know are not only NOT certified but some are not even trained through a coach training organization. They are financially successful, highly respected and doing great work.

In any case, some sort of familiarization with what coaching is and is not is critical if you’re going to call yourself a coach.

And here’s something to ponder …

How will you learn and maintain best coaching practices?

How will you challenge yourself to higher levels of skill and integrity in your services?

Because it’s only through maintaining your integrity that you’ll achieve true professionalism in any field.

Mentioned in this episode:

International Coach Federation (ICF)

Click here to download an example Terms & Agreement document. Note: This is not a legal document. Have your lawyer assess your own final Terms & Agreement document.

The next episode in this series is: How to Feel Less Isolated in Your Coaching Business

Joel Bass created my theme music. Thanks Joel!

10 Powerful Questions to Enroll Coaching Clients Everytime

The secret is to enrolling more coaching clients is surprising. Don’t coach them in the discovery session.

https://prosperouscoachblog.com/powerful-questions-enroll-coaching-clients/Many coaches find their prospective clients walk away from a sample coaching session feeling “done”. It may be because a sample session is oriented around selling coaching rather than attracting the individual to what they already know they want — the vision of their ideal future.

If you want to transform your ability to enroll new clients, engage them in their own story and vision. Help them feel the gap between where they are now and where they want to be. Then tell them how you can help them close that gap.

Could This Be the Reason Your Coaching Business Hasn’t Arrived Yet?

Your mindset.

It’s true. The make or break factors in coaching business success are rarely about education, specific business skills, or experience. Instead, it all comes down to how you manage your mind.

Nearly all my clients have struggled with believing in themselves at one moment or another. I’ve struggled with it on and off myself. What’s pulled me forward again and again is a BIG WHY. With all my heart I want to serve and earn with the freedom to do it my way. Over the years I’ve learned to use obstacles as my prosperous path.

Change Your Mind

https://prosperouscoachblog.com/reason-coaching-business-arrived/When you break through, it’s a shift in perspective that does it. You simply change your mind. Suddenly, what seemed like a steel wall in your way becomes a wisp of cloud. If the steel wall persists, it’s not because it’s real. It’s just waiting for you to see the wall come down. You have the power.

There’s a simple tool you can deploy whenever you feel that knife edge of wanting to give up: Turn what feels like a big deal into no-big-deal. Release your fixation on whatever you think is lacking and put their focus back on serving.

Move forward like a toddler reaching for a toy – with joy and determination.

Is online coaching effective?

It’s a good question.

Once I would have said “no”. Fresh out of coaching school in 1997, I was a purist and believed a coach has to be in real time connection with their client for coaching to be effective.one email can have a huge impact for your coaching business

Now, 15 years into coaching, I’d say “yes” as one of several ways you effect change with clients. Sometimes small incremental shifts have a huge impact. Those kinds of shifts are absolutely possible through online coaching.

Think of it this way, have you ever read a passage in a book that transformed your thinking? Then you know that a powerful question or message can do the same thing online.

There is one caveat…

Who am I to coach anyone about that?

As a coach, have you ever thought “Who am I to…?”  Fears like this show up when you take the smart step of focusing on one unique tribe of people — a niche market — and begin to put the word out that you can help them get where they want to go. The underlying thought is: “How can I charge for this if I haven’t accomplished for myself the things my clients want to accomplish!” And then you fall into a spiral of doubt and start back pedaling.

Fresh PerspectiveI hear you. But keep moving forward by embracing your beginner’s mind.

In any new job, career or business direction there is the absolute necessity to be new, untried and unproven at first. You are required to be a beginner and learn from doing. There’s no shame in it.

In fact, a fresh perspective is THE POINT of coaching.

Do You Want Too Much for Your Coaching Clients?

Many years ago, Thomas Leonard, founder of the first coach training school and the “father of life coaching,” said:

Never want more for your clients than they want for themselves.

That woke me up! I began to examine my motivations and set healthier boundaries for myself with clients.

Have you ever sensed that you might want too much for your clients?

Most coaches fall into this trap on some level, until they let go of their desire to effect change on their clients, and replace it with an understanding that what is best for the client is only what the client is ready to commit to change within themselves right now.

Handle Objections Like a Super Coach

As a coach you have it made in the shade! But sometimes you don’t realize it. The skills you use to coach — listening, asking powerful questions, intuiting, using perspective, messaging, reframing — are aces for enrolling too.

But sometimes when you’re enrolling new clients, fear sneaks in on little cat’s feet and you forget all that you have going for you. Here’s how it happens:

Things are going along swimmingly in a sample session, enrolling consult or preview teleseminar. You are connecting with potential clients, enjoying them, engaging with curiosity. Then, when it comes time to invite them to take a next step with you, you shift… in dramatic ways like when Dr. Jekyl turns into Mr Hyde:

connecting

Suddenly you’re performing when you were connecting.

Suddenly you are attached to outcome when before you were detached.

Suddenly it’s all about you when before it was all about them.

But in fact, nothing had to change.