Coaching can be a very rewarding and profitable enterprise; however, many would-be successful coaches make one or more massive mistakes during the free introductory coaching call that prevent them from ever earning a livable wage. There are 5 serious missteps the average coach makes. I felt it was important to highlight these mistakes coaches make here so you can acknowledge them and make the necessary shift in your process.
Top 5 Mistakes Coaches Make
- Fail to pre-qualify prospects. You can’t serve anybody and everybody. As a coach, the most important step to build your business is to carve out your target audience. You must define a niche in order to achieve clarity and focus in your marketing communications. Once your niche is identified, you can use this information to assess prospects. Create a form or survey to match prospects to the attributes that make up your target market. Make sure that one of these attributes is related to income or ability to pay your prices.
- Fail to demonstrate value. More often than not, coaches fail to get out of industry speak to remember why they sought to become coaches in the first place. Your clients have needs and interests. It is your job, as the coach, to tap into and leverage these needs and interests to help them to move closer to their goals. Using coaching buzzwords and phrases like “create balance” and “remove roadblocks” do nothing to show prospects the benefits of coaching. These are features of the coaching process. You must connect your client’s needs to the benefits of the coaching process in order to get paid what you’re worth.
- You give away the farm. Equally as detrimental as showing too little value is giving away too much value for free. A surefire way to decrease the value of your offering is to charge little or nothing for it. Many newbie and seasoned coaches alike make the mistake of trying to compete in the marketplace with low fees. This effectively reduces the value of the coaching industry as a whole and leaves you stuck unsure how to raise prices without losing clients once you realize the mistake. The free introductory session, when conducted properly, demonstrates the value of the coaching process without giving away the farm. Your client shouldn’t feel that they received so much value during the free session that they no longer need coaching because their problems have been solved. The free session should only be a “taste” of the process.
- You try to sell. Selling is the number one mistake coaches make that prevents them from making any money. Nobody wants to be sold to. Instead, you should be sharing solutions once you have made the connections between prospective clients’ needs and the benefits you have to offer. People don’t buy coaching. They buy solutions. The top salespeople understand how to apply consultative skills to the sales process to offer solutions to problems. I discuss this topic thoroughly in my eBook, Why YOU SUCK at Network Marketing. All business owners, including coaches, are network marketers. This means the focus of your marketing communications should be on building relationships, not selling.
- You don’t ask for a commitment. This is the part that trips many coaches up during the free coaching session. You might have done a tremendous job of demonstrating value and establishing how well coaching will fit within your prospective client’s overarching personal and professional development plan yet you have absolutely no clue how to close the deal. You have to ask for the commitment to the coaching process in an authentic but firm way. How do you transition smoothly from the free coaching process into asking for the sale without selling? A thorough explanation of how to do exactly this is covered in this training.
You have to have paying clients in order to sustain and grow your coaching practice. Without a healthy caseload of paying clients, your coaching practice will be incapable of helping you to realize your own dreams of prosperity. For additional help, you’re invited to check out my Easily Capture & Convert Coaching Clients with FREE Intro Calls training program in which I will teach you how to avoid these 5 mistakes coaches make that lead to no or low-paying clients and how you can effectively turn it around to get paid what you’re worth. Click here to learn more about this home study program.