If you are a life coach or business coach, you know that, in order to get more paying clients, you have to put yourself out there, let potential clients know who you are and what you do, and ideally attract clients who you can help the most.
There are FOUR STEPS or Phases you must master, however, if you want to be a successful coach. I’ve laid them out for you here:
STEP 1: LEAD GATHERING
This is the step that most people are familiar with, yet the one that the fewest coaches take action on. The main reason for this is because most coaches don’t have a clue about what their coaching is really about!
If you really want to gather leads, you have to go after and attract only those clients who have a particular problem that you are uniquely qualified to solve. Lead gathering requires that you have a SYSTEM to follow, and that you take SPECIFIC and CONSISTENT ACTION when following this system.
I recommend, first of all, that you know or select your coaching niche, and fully understand how your expertise BENEFITS prospects looking to find problems within this niche. This is KEY! Unless you know what problem you solve for your client, he or she will have no desire to look for you! Very few people are searching Google for “life coaches” unless they are already familiar with you, and want to improve their lives in a general way. This is rare.
Most people search online to find a solution to their problem. Are you a life coach specializing in helping folks get healthier? You might start off helping them solve a health-related problem first, e.g., weight loss, stop smoking, or increasing stamina. Or is you coaching about relationships? Rather than blather on about “I help you with your relationships, blah, blah…” get your coaching leads by selling them on the idea that “I can help you fall in love with your husband/wife again in three weeks.”
Which statement do you think would be more compelling to a client? You got it – the second one.
“But Leah . . . I don’t want to limit my coaching to only couples…”
This argument in lame for two reasons: a) Unless you solve a specific problem you are not speaking directly to your ideal client, and b) by focusing on one small niche, you are actually expanding your client base, not shrink it!
Let’s suppose the person you talk to is NOT your ideal client. So what? At least now he or she knows what you do . . . and will refer a friend or family member to you who needs what you offer!
See how that works? Once you are recognized for being an expert in that niche, you become the go-to person for that niche!
All you need to do now is have a system of gathering names and email addresses of each person you meet or go after online. This means a) getting cards at events, or better yet b) offering them a free gift (CD, DVD, or report) online that they can get simply by opting in to a web page. This puts them on your list and allows you to establish an ongoing relationship with them. You know what they want; just start giving it to them, piece by piece!
STEP 2: SEDUCTION
Remember when you used to go out on dates? You spent time with the person, got to know him or her, then decided at some point whether or not the relationship was going further. Its the same with selling.
The only reason to build a list of prospects, by the way, is to eventually sell them something: a product, coaching, a seminar, or maybe the idea of referring someone else who will then buy something. But you need to woo them first. You do this by sending those who opt into your list some information that will help them solve their problem that thing we covered in Step 1.
Send them at least 7 or 8 emails within a two week period. these emails don’t have to be long; in fact, make them fairly short and to the point. Your subject line of the first one might read, for example, “Hey, check out this article on the couple married for 80 years!” The body can then go on to share a link to the article with them. The second email might share a video you made, ore one you found on YouTube that talks about successful relationships.
STEP 3: FIRST SALE
Using the same dating analogy, once your prospect has gobbled up your free stuff, make your move to “first base.” This means sell them something, even if its only a $7 item. In your followup emails – interspersed with valuable content – provide some information about your program, and offer them the $7 eBook, report or checklist that provides a fast solution to their problem. This becomes your first sale, and now you’ve got them somewhat committed!
Whether or not they buy, don’t stop there. Continue to send them valuable tips, articles and videos to stay in touch. Since they have already raised their hand (by opting in to your list), they will be open to getting these tips and will appreciate your attention to their problem (actually buying something from you, however, means you are now “going steady!”)
STEP 4: UPSELL
Once you convert a prospect to a buyer, you then have permission to offer them more of the same, but this time in a higher price range. Do you have “products” to sell as a life or business coach? Surprisingly, you probably have more than you think! Here are some products a relationship coach might sell:
- An Ebook on How to Stay Happily Married ($17)
- A DVD on seduction methods for couples ($24)
- Weekly Coaching sessions for six weeks ($745)
- A Weekend “Loving Couples” Workshop ($375)
- A Three-part Communication Webinar ($75)
If your coaching is about business or health and not relationships, then choose “products” that match the specific needs of your clientele. Don’t know what these are? Ask! Send out a survey giving them multiple choice questions to answer about their most pressing needs. Once they tell you, then create a course or product on their answers!
KEEP IT SIMPLE
While the steps above may sound complicated, they’re not. Depending on your personality, you may decide to recruit clients in person, or spend some time and money attracting them online. Either way, you need to take consistent action to 1) gather prospect leads, 2) seduce them to like you and do business with you, 3) sell them something, then 4) Upsell them more of what they want!
Now, go take some action!