Reason #3: Coaching Doesn’t Feel Like Selling

May I have your permission to be blunt?  Most aspiring full-time coaches stink at running a business.  And that’s because running a business requires selling yourself.

In 2014 I am focusing some of my blogs on the kinds of topics that will help coaches who want to build thriving businesses. Each of my blogs will explore the world of coaching from the coach’s perspective.

Coaches are deep thinkers.  Some might even say we are outliers.  My favorite quote from Bobby Kennedy is one he borrowed (and I have updated it to sound more 21st century):  “Some people see things as they are, and ask why?  I dream of things that never were, and ask, why not?”

And if I had to choose one quote that embodies a successful coaching ethic, that’s the one.  We help our clients open up their eyes to incredible personal and professional possibilities. And then we help them make it happen.

This is deep and meaningful work, grounded in science if done effectively, and focused on the present and future.  (We let our therapist colleagues spend time on the foibles of mom and dad way back when).

But the idea of selling?  Yuck we think.  It’s beneath us.  It’s what people who sell cars do.  And this judgmental attitude blinds us to the golden rule of coaching.  The best coaches are the best salespeople . . . period.

Successful coaches are successful salespeople in three ways . . .

1. No sales equals no coaching.

We know that our life experiences and coach training are squandered if unrealized or even under-realized.  So we are, at heart, optimistic realists.  If we want to share what we know we have to obtain clients to do it.  We get creative and we get open about wanting new clients.  We know what we offer make lives better, and it will not happen if we are too busy attending yet another coaching seminar because we are insecure about our skills.  Perpetual training is an inferior proxy for actual coaching.

So make this your sales mantra . . . “I am a professional coach and I am looking for new clients.  Here are my favorite types of clients [list them].  Who do you know like that because I will offer them a complimentary session to show how I can help them reach their goals.”  Thank goodness this is not rocket science.

2. We borrow ideas.

We see other coaches out there making it happen.  They have clients and they are helping others while helping themselves.  Instead of placing these coaches on a pedestal, idolizing them and their magic ways, we get to work figuring out how they are doing it.  We ask them questions.  We experiment with their methods.  Coaches love to brag about their successes so it is easy to learn from them.  Tell them how amazing they are and you will learn all about their secrets.  Heck it’s what I am doing here.

3. Your current clients are your salesforce.

Our growing client base becomes a wellspring for new clients.  Every client is our sales team.   And what do we do if our current clients are not referring new business to us?  Well, perhaps we are not asking them for help.  It may also be possible we are not providing the kind of service they expect.  If unsure then ask clients for feedback.  Probe to find out why you are not reaching your goal just as you would probe to help a client overcome a challenge to help them reach their goals.

And most of all stop judging selling.  A full-time coach knows that selling is the only way to be what many of us feel we were born to be . . .  a full-time coach.

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If you have any questions about coaching please feel free to contact me at scott@kineticcoaching.co, and remember I always offer a complimentary 30-45 minute session to prospective clients to determine if we want to work together.