LIFE COACH STEVE MITTEN MCC
Life and Business Coach
IN THIS ISSUE.
1) MARKETING TIP - THE PROBLEM WITH SELLING COACHING
2) COACHING TIP - WEAVING TOGETHER COACHING AND MENTORING
3) BOOK THANK YOU AND DONATION ANNOUNCEMENT
1) THE PROBLEM WITH SELLING COACHING
One of the most common marketing mistakes coaches make, is to try and sell “Coaching”. The problem is that very few people – less than 1 in 1,000 – really know what coaching is or are looking for a coach.
So if you go around the landscape attempting to sell an expensive service, something that virtually nobody understands or is looking for, it's no surprise that you will struggle.
On the other hand, if you identify an existing need, dream, goal, challenge or change that your target audience is already searching for a solution to, you can easily use your coaching skills as a powerful solution delivery system.
Let me give you an example. One client I worked with was a gifted and well trained coach. Coming from a background in small business she was drawn towards supporting other small business people to help them grow their businesses. She began to market herself as a Small Business Coach and spent a great deal of time frequenting networking events and giving talks to business groups about the benefits of business coaching. The response she got was lukewarm at best. She was attracting far fewer clients than she wanted and was struggling.
When she really understood that virtually nobody is looking to buy coaching and began to market herself as a small business solution provider, things began to happen. She used her experience of small business to identify the top 5 problems most common to her target clientele. She began to speak about her unique approach to solving these problems, (as opposed to simply talking about business coaching). Since most of her audience wanted, and was ready to pay for, solutions to these problems, her business began to take off.
She followed through to further position herself as an expert within her niche, and then began to look for ways to better leverage her time through teleclasses, a book, and key note addresses on her area of expertise. Her coaching business is now booming, and she has never looked back.
The moral of the story? Yes, you are coach. Yes, you love coaching. But you will be far more successful using your coaching skills as a means or a process by which you deliver solutions to problems your target audience already has.
2) WEAVING TOGETHER COACHING AND MENTORING
Many coaches are taught that coaching is only about helping the client find the answers right for them. They feel it is against some universal law to assist the client by teaching, instructing or otherwise offering advice.
Since our tendency to give advice is strong, killing off this habit is an important part of most coach trainings. However, once you have mastered your coaching skills, don’t assume that you can never draw on your own expertise.
You have a fundamental responsibility to add value to your clients. Many times this is done through coaching alone. However many clients' situations - particularly if you are working in a niche - will provide opportunities for you to weave in some solid mentoring into the coaching, without setting yourself up as a guru, or otherwise disempowering your client.
Simply ask yourself, what will best serve the client? And if a short mentoring piece can save them weeks of struggle, gain permission to share your experience and do so.
Your clients want to work with you, all of you, not some artificially restricted sub set.
3) THE BOOK - THANK YOU AND DONATION ANNOUNCEMENT
Thank you for the great feedback on the book. I really appreciate your comments and love to hear how it has helped you out. (It takes so long to write these things, it is rewarding to see their impact.)
Since I last talked with you, I have finalized arrangements to donate the book to the ICF. I want it to help the largest number of coaches, and I want to support initiatives that will increase the impact of coaching around the world.
For those of you on my mailing list who want to buy a copy, now, please don't email me. You can still preview a pre-release version of the book at http://www.acoach4u.com/marketingforcoaches.htm. As soon as the ICF has their copies available - hopefully in a month or two - please buy it from them.
Coach with heart,
Life Coach Steve Mitten B.ApSc, CPCC, MCC helps individuals and independent professionals evolve and make profoundly satisfying and successful change.
Visit Steve at www.acoach4u.com