There are certain topics you love to coach around, right? Things like transition, life purpose, wellness, legacy building, spirituality, full potential… coaches do love the inner realm.
Those are juicy topics. But they’re a hard sell. People aren’t lining up to buy those things. In this economy, if you’re doing self-actualization coaching, your services are likely to be perceived as a luxury. And you know what that means. You’ll be the first to go when they cut their expenses.
It’s time to make sure your services are seen as essential. Let me help you with that.
Icon, Rolodex, Skill Bucket or Target Market
Top coaches usually take one of four proven roads to success. Here they are, least likely to most likely:
1. Become an Icon
You’ve got a bold original message, a lot of charisma, and you love travel, getting up in front of BIG audiences. You’re willing to do what it takes to become the next Oprah… right? (I ran into Sandy Grason at a meetup recently. I’d say she’s got an iconographic personality.)
Oh, not your style? If the last thing you want to do is be in the spotlight, you’re in good company. Most coaches are introverts, preferring quieter methods to make it big in coaching. That’s okay, there’s three other avenues to success…
2. Use Your Huge Rolodex
You’ve amassed a large active rolodex of people that can’t wait to hire you. It’s a goldmine! You only need ask. (Sandy Vilas, owner of CoachInc.com did this when he started his practice. He had coffee with 60 prospects in 60 days to attract his first clients, and never had to market again. Geesh, Sandy!)
Not you? Don’t feel bad. This is a rare person — a master networker, a mover and shaker. We’re not all type A and upbeat in the morning.
3. Teach ’em How
You’ve got a marketable skill that people are scrambling to buy, and you stand out from your competitors. (Check out Nancy Marmolejo of Viva Visibility, the CEO of Sizzibility. She’s all about branding & social networking. That’s some skill bucket, Nancy!)
Do coaching skills count? Um, no, not unless you’re selling coach training. If you’re not sure whether you have a skill to sell, then now’s not the time to push that. And don’t worry about it, because there’s another way — the way that most successful coaches choose.
4. Target Market — the fastest and easiest way to build your coaching business.
Instead of pushing a unique message, doing a lot of warm calling or selling that skill bucket you have — you target one very specific group of people, get to know what makes them tick and what is getting in their way… and viola! You have something that certain group will get their credit cards out for every time. This is how you become ESSENTIAL to your clients instead of a luxury.
You don’t even need expertise or credibility at first, because you’ll tailor your offer to fit that specific market like a glove. And then you’ll quickly build credibility and expertise!
Business markets are the most lucrative and accessible — and those things count a lot when you’re looking for a viable market. Business folks will pay you to help them be better at what they do for a living. That’s essential. And you don’t have to be a “business coach” for this to work — or even know a lot about business.
Get creative. Pair a compelling life challenge with a business market. For example:
I help restaurant owners keep their profits and treat their families as well as they do their customers.
Or, even better, select a job title you’ve held before and go after that group. Have you been an executive assistant for 8 years? Then you understand them so well, and can support them from the other side of the table.
If you haven’t already, you will find your niche market for coaching! Just open your mind, release your resistance and fears about having to be an expert, and look for a small, unique business group that’s easy to locate and interested in buying support to be even better at what they do.
Many struggling coaches have done this, and they’ve doubled, tripled or quintupled their income fast! (And they’ve never missed that lonely old Life Coaching shingle one bit!)
If you want to finally choose a viable market and learn how to “own” it, sign up for my self-paced learning and action system on target marketing. It’s designed to give coaches all the tools you need to go from an unknown to a coach in high demand. If you want to finally choose a viable market and learn how to “own” it, sign up for my eight week tele-workshop on target marketing. It’s designed to give coaches all the tools you need to go from an unknown to a coach in high demand.
Either way, let’s chat about this. Leave a comment below and share your approach. I want to know which road you’re following.