Building a Successful Coaching Business - Successful Coaches Don't Sell Coaching - They Sell RESULTS

One of the biggest mistakes almost all businesses make, and especially coaches, is trying to sell their products or services instead of the results they deliver.

Let's look at how a buyer thinks.

First, let's look at the order of those thoughts.

• Awareness
• Look for Solution -
• Look for Products/Services -
• Look for WHO is best provider.

At first the buyer becomes aware of

• A problem, or pain
• A want
• A need

Only then does he start looking for the next step, a solution. However, at this stage he is looking in a broad sense. Let's say that he has become aware of the fact that he doesn't have enough income to pay the bills in his business. So, for now, he's struggling with finding the RIGHT solution. He may be considering that he needs to get in front of more people (marketing), or he may need to be able to close more of those he gets in front of (sales). So, at this stage of the game he's trying to narrow down on the right solution.

Once he's decided on the solution, let's say that he is looking to get in front of more people (needs help in marketing), now he moves over into trying to find the right product or service, that might be marketing training, a marketing coach, or just plain hiring out marketing.

After he's found the right product or service, then he moves into the WHO box. Now he's looking for who's the best provider of that specific service he's settled on.

Now I encourage you to go out and look at all of your competitor's websites and see what they say first. It is almost always starting out telling you about WHO they are, and that they are a coach. Those are the last two steps in the entire process, and an absolute NO-NO when it comes to marketing. Always start with step 1, awareness, and help the client find his answers (coach him by the way) to find his answers through all of the steps, in order.

So, let's take that back to "selling coaching." And look at that thought process. What happens when you are "selling coaching?" You just entered the buyer's thought process at step 3. What is the impact of entering here instead of one of the earlier steps? You'll miss out on all of the people that are just starting down the path to discovery. Believe me, there are VERY few people who have decided they need a coach. In fact, unless they've had help in those earlier steps they probably would never have even considered a coach as one of the options for their solution.

But there is an even bigger impact than that. Let's assume that your prospect is looking for a coach. When you enter step 3 by saying "I am a coach" or "Want to buy a coach" what reason have you given them to choose you over any other coach.

Let's consider why people would make a decision in any one of those steps. Out of all of the options they have in each step, why do they choose one of them. Isn't it always because of the value they perceive for the best option?

What happens when you allow the prospect to come to his own conclusion about the value you provide in each of those steps? Most often they don't know the value, they have no clue, or, at best, they have a pretty low expectation. Your real value is probably a LOT higher than their expectation. So, why let them guess at it?

Also, when you throw your hat into any one of those steps and just say

Step 2 - I grow businesses, I can help you in marketing...etc.

Step 3 - I am a coach, or "a coach can help you with that."

Where have you stated a value? In that case, you have just thrown your hat in the ring with all of the others that do that same thing in that step. No differentiation.

So, how do you fix that?

You state your value for each step. I see coaches turning white when forced to state their values for each of those steps. Most don't know their value. And even if they have an inkling what it might be, they don't want to have to commit to that figure...they may just have to deliver it.

Yes, you do have to state fact, and then be prepared to deliver on it. But, guess what? You'll be among the TOP coaches in the nation in results and in sales.

We'll be looking into how to define your value, manage your results and value for higher and higher results, and l524iterally put together such a compelling statement around that value that people will CHASE you begging to jump into your shopping cart.

Do you want to learn more about how to increase your coaching businesses? I have just completed my brand new guide to coaching marketing success. You'll also get a free invitation to join a mastermind group of other coaches as they build their business. Hear what works and doesn't work.

Get your "How to Build a Super Star Coaching Business" for free

Alan Boyer coach's coaches, who want more business than they can handle, or at least more than they imagined...before this.....The reports have been "5-10 times more clients in just a few weeks, and still growing.

http://www.leaders-perspective.com/Super-Star-Coaching-Business.htm

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