Friday, February 13, 2015

Discover Your Perfect Client

We’ve already mentioned why you can't be a jack-of-all-trades or try to work with everybody because it's a quick path to burnout and a surefire way to end up attracting clients you don't enjoy.  To build a successful coaching business you have to not only know what your specialty is, but who your ideal client is.

Maybe you already have a general idea in mind, but this isn't the time to be generic.  Now is the time to narrow it down as much as possible.  Don't just say your ideal client is a  business owner.  Instead narrow that down even more.  For instance, you might say, “My ideal client is a person aged 40-60 who has wants to start a business or who has attempted to start a business and needs help actually getting it launched."
As you can see, there's a huge difference between those two answers.  The more specific you are about your ideal client, the less time you'll waste (yours as well as that of your prospective client) on unnecessary communication (free consult call, email exchanges, etc).

That may sound "rude,” but it isn't.  Think about it.  If you know your ideal client is that person in the example above, why would you take the time to correspond/communicate with that 30-year old online business owner who has been in business for 5 years and is already making a 6-figure income?  They're in a different place than the ideal client you want to work with.  

So, how do you define the ideal client?  Here are some questions you can use to create an ideal client profile: 

  • Is your ideal client a man or woman? Either?

  • How old is your ideal client?

  • How much money do they make a month/year?

  • What is the main issue (struggle) that you can help solve?

  • Where do they live?

  • What type of lifestyle do they lead?

  • What are they passionate about?

  • Do they travel a lot?

  • What is their personality type?
This is just a small list of questions to use when creating your ideal client profile. Remember, the goal here is to be as specific as possible, to narrow it down as far as you possibly can.  In fact, you might also consider creating another client profile - the client you do NOT want to work with.
Once you know your ideal client, you'll be able to create a marketing message that resonates with those people and draws them to you.  Once you have your ideal client narrowed down, it's time to move onto the next phase of how to land your dream coaching client - creating a unique selling proposition.  More on that tomorrow.

Thursday, February 12, 2015

You Can't Be a Jack of All Trades

Hone in on your specialty!  This is probably the most important thing you'll need to know as a coach – make sure that you put the time and effort into really focusing in on your specialty and deciding what you will (and won't) do for your clients.

Probably the biggest mistake that many business owners make – not just coaches – is not working through this step.  I know I had a problem with it for quite some time!  I thought I didn't need to narrow my focus or get specific about clients.  Let's face it - when you're just starting out, any client is better than no client at all!  But that's exactly the wrong approach.    Yes, you do need to build your client base, but trying to be all things to all people is a sure way to find yourself burned out and unhappy with your business.  Trust me, I know! 

Another reason it's important to focus on your specialty is because if you don't and you just start doing anything and everything, you're going to provide less-than-stellar services because you don't enjoy what you're doing.  This is not the way to build your reputation and credibility.  Instead, when you hone in on your specialty and know exactly what it is you'll be providing your clients, you'll go above and beyond what is expected of you because you enjoy what you're doing.  And this will make people become your raving fans.  And raving fans like to talk.  In a good way!

Let's take a look at an example of how to narrow down your offerings.  You can't just say you're a “coach” or even a “life coach.”  Those are two very general terms that don't describe your niche or specialty at all. A better option is to say your specialty is a business coach who works with women in their 40's to 60's who are just getting started, or want to get started, with a new business venture.  (Sound like anyone you know?)  You can narrow that down even further by offering coaching that specifically helps them with the start-up process of marketing their business (setting up social media profiles, creating a marketing plan, etc), choosing and establishing a business entity, or learning the ins and outs of profitable networking.

So, as you can see, focusing on your specialty will help ensure that you are only attracting people who fit your ideal client profile and who you will enjoy working with most.  This is exactly what you need when it comes to building a profitable coaching business you're excited about.
Now that you have your specialty narrowed down, it's time to move onto the next important stage of landing your dream coaching client.  And that starts with knowing who they are.  We'll talk about that tomorrow! 

Tuesday, February 10, 2015

How to Land Your Dream Coaching Client

So, you're ready to open the doors to your coaching business – congratulations! This is an exciting time. But this is also the time that you really have to dig in and start doing the hard work of landing new clients. This can be an easier process if you know how to go about it correctly.

To make it easier for you, consider these 10 strategies top coaches have learned to embrace:

  • Hone in on your specialty - you can't be a jack-of-all-trades
  • Discovering Your Ideal Client
  • The Secret of the USP – Or Why a Unique Selling Proposition Helps Seal the Deal
  • Building an Unforgettable Online Presence
  • The Art of the Free Consultation Call
  • How to Make Saying “Yes” a No-Brainer
  • Instant Credibility – In Hardcover
  • Show Off Your Expertise With Well-Placed Testimonials And Case Studies
  • Pricing Is Critical – But Not For The Reasons You Might Think
  • Practice What You Preach: It’s Not Just A Cliché

Over the next few days, we will look at each of these in-depth.  So check back often!