Once you qualify as a business coach, you know you have the necessary skills and you’re excited to get started. You feel like you’re finally able to help people change their lives, and you’re maybe even wondering why you didn’t think of that years ago.
However, a major problem that a lot of new coaches face is that they don’t know how to sell business coaching. After all, running this type of business comes with a massive learning curve.
How to sell business coaching? How to thrive and succeed in this line of work? The following five steps will help you achieve this goal:
Step #1 – Creating a Differentiated Offer
Creating a differentiated offer is particularly important in a market as crowded as coaching. The best way to stand out is to deliver results that actually matter to the people you’re working for. To do so, try to create an offer that’s not only enjoyable but also consistently solves one or more of their biggest pain points.
Creativity is essential, but so is remembering who you’re working for:
- Webinars and long presentations aren’t suitable for people in grief.
- Avoid using online apps when working with clients who want a break from technology.
- One on one sessions can put an excessive burden on your shoulders.
A good way to create a differentiated offer would be to develop your own signature system. After all, you’re selling something intangible – a three, four, or five-step system that showcases your coaching business can be of great help here.
Come up with a delivery system that suits you the best. For example, invest your time and money on pre-recorded videos if you still don’t have the confidence for live presentations.
Step #2 – Knowing Your Own and Your Client’s Needs
One of the first things you need to understand is that you need to stop trying to do things perfectly. There is no magic pill for business coaching. Instead, commit to building your coaching business by creating contribution, lifestyle, and income goals.
Ask yourself the following questions:
Contribution Goal – What legacy do I want to leave behind?
Lifestyle Goal – How many hours do I want to work?
Income Goal – What is my target monthly revenue?
Once you know what you want, you’ll be ready to learn what your clients want. Consider the following factors:
- What are they looking for? Do I want to work with them?
- What would they like to be different? What issues are they looking to solve?
- What are they trying to achieve? Can I help them achieve their goals?
If you listen to your clients well, you’ll be able to know what exactly they want you to help them with. However, don’t move to a formal coaching arrangement just yet. First, tell your clients you’ll be working with them for a couple of hours to address the issue.
Here’s an example of what you can tell them:
“The analysis led me to realize that you’re facing a number of difficulties in growing your business. To address these issues, I’d like us to have a 3-hour intake session where I’ll show you how to develop a strategy for your business. After that, I’ll be able to move onto regular coaching for your business so that we can achieve your vision together.”
Ensure that whatever you say is tailored to the specific need of the client. By saying something like this to them, your clients will know they need your help, but they will also have a way of trialing your solution before actually implementing it.
Step #3 – Summarizing & Sharing Your Vision
A good business coach is able to bring everything together and add value.
Once you’ve spent enough time learning about your client, you’ll be ready to summarize and share your vision with them. Tell them what you’d like to do and make sure to include every value that can be added to this process. Here’s an example:
“I understand you’d like to create a legacy for your grandchildren. I can help you with that. I’ll be here to brainstorm ideas with you, help you work through your fears, and support you on every step towards turning your dream into reality. I will help you stay committed to this dream and encourage you on the way. There’s nothing I’d like more than to work with you – I think we’ll make a great team.”
Step #4 – Knowing When to Move Forward
Although it can be hard to hold back, never mention the price right at the beginning. If you mention how much you’re charging at the start, the client may not consider the advantages you’re offering – only that the price is high. Safe questions, such as “Do you prefer afternoon or morning sessions?” work much better.
How to know when is the right time to transition to paperwork? Never ask your clients if they would like to move forward. Ask them to get their business number or employee identification number, and pull out your contract and start writing until they return.
This tactic is known as the “assumptive close” and works best when it comes to closing deals.
Step #5 – Letting Others Help You
Remember that there’s a risk that, at some point, the complexity of it all will take hold of your coaching business. Running this kind of business can be an endless struggle, requiring you to balance life with work and make sacrifices.
One way to continue thriving as a coach would be to learn to let go, and let others help you. Mentors have mentors, and the same goes for you. Always remember that no matter the level of your skill, you’re still limited as a human being.
By knowing how to connect with your clients, you’ll be able to show them that they already have the answers to their own questions. Furthermore, you will demonstrate the power of business coaching by helping them believe that they can and will achieve their goals. With your unique offer and the ability to summarize and share your vision, you’ll be at the top of the game.
