There are still people out there who don’t understand the value of coaching. Some define coaching the way Ambrose Bierce defined consulting: “To seek another’s approval of a course already decided on.” And some people think hiring a coach is like hiring a friend to listen to you.
But then there are people like Google CEO Eric Schmidt – the lead architect of the most successful business growth story in recent history. When asked to share the best business advice he ever received, he said “Everyone needs a coach.”
So, is coaching worth paying for? The answer seems to be: It depends on WHO you ask.
I think I know where you come out on this question, or you wouldn’t be staking your career on the power of coaching. But here’s my point: Draw your clients from groups of people that believe coaching is worth the investment.
So how do you find and connect with those people? The answer may not be obvious, but it is straightforward.
Choose a Niche Market Full of Seekers
Certain groups of people, because of who they are, will readily invest in their own personal and professional development. Here are three examples of niche markets that are full of seekers:
- Mompreneurs know that adding a business to their list of responsibilities is a stretch, and they want help rising to the challenge.
- C-suite executives know they need allies to help them grow into the leader they want to be.
- Coaches too, are hungry to learn, grow and develop themselves in multiple ways.
The best way to find people who truly “get” the value of coaching is to focus on attracting a specific group of people that you know will invest in their own development.
Meet Them Where They Live
I know that you didn’t launch a coaching business so you could market. You got into coaching to make a difference. But if you want to do that and financially prosper at it, then connect with people who will invest in your services, and keep connecting with them.
That’s what smart marketing does — it helps you build relationships and trust with those people. Smart marketing starts with listening, just like good coaching does.
When you’re coaching a client you are primarily listening and asking questions, right? You draw out their insights about where they want to go and what’s getting in their way. You listen into what they say. You tune into where they are coming from, so that your questions and responses will land with them.
It’s time for coaches to stop trying to convince people that coaching will help them. Instead, meet your prospects where they live. This approach to marketing plays to your strengths as a coach, because it centers around what the client is seeking, rather than what you do.
Simple Marketing for Coaches
- Choose a specific, easy-to-find, group of seekers to serve. You don’t need to limit your client base to these people. But do focus your marketing efforts on them and use their language.
- Find out what they most want and what is stopping them from getting it. What will motivate them to invest in their personal or professional development? What are they seeking as a return on that investment?
- Then use your powerful coaching skills to help them get what they want.
With this approach, you will never again have to sell anyone on the idea of coaching, or on your particular flavor of coaching. But you do need to believe in the value of your services. This is your chance to show that coaching is worth paying for.
I teach this approach in my workshop, Champion Your Ideal Coaching Market. Enroll now and learn how to connect reliably with prospects who want and will value what you offer.
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