How to Thrive Your First Year in Business as a Professional Coach Presented by Michelle Schubnel Overview The 4 Keys to Success y Create Your Compelling Message y Build Your Marketing System y Master Client Enrollment y Develop Your Success Mindset 1 Overview Your Compelling Message • WHO You Coach • WHAT You Coach on • HOW You Do it Overview A Compelling Message… • Is the foundation of every successful coaching business • It’s the answer to the question, “What do you do?” 2 Overview Learn a simple Marketing Formula y Avoid marketing overwhelm y Get maximum results from your efforts y Discover exactly where you should focus your time and energy Overview What is Marketing? y Creating awareness about who you are and what you do y Making sure enough of the right people hear your compelling message enough times 3 Overview Having an effective system is critical for marketing results. The Marketing Train = Your Marketing System Overview The Complimentary Consultation The BEST way to convert prospects into paying clients: y Proven, step-by-step process y You can start using this approach immediately y Virtually guaranteed to get more clients 4 Overview Develop Your Success Mindset Leverage the Law of Attraction y Decide what you want y Believe you can have it y Take inspired action y Have trust and patience Real Coach Example First Year Success Laurie Dupar ADHD Coach 5 Your Compelling Message 3 Components: WHO you coach – your target market WHAT you coach on – your niche or specialty HOW you do it – your coaching process / methodology Distinctions • Knowing your “Who, What & How” • Using these to create your unique “audio logo, elevator speech, 30 second pitch” • Your “Who, What & How” are the foundation of your marketing 6 Create Your Compelling Message 1. WHAT You Coach On… Your Niche or Specialty • The “problem” that your coaching can “solve”. • The results or benefits a person can gain through your coaching. Determine Your “What” • What results does your coaching provide? • What are you good at? • What are you passionate about? • What experience, skills can you leverage? • What are you uniquely here to do? • Why did you enter the profession? 7 Create Your Compelling Message 2. WHO You Coach… Your Target Market • The people you most want to coach. • The people who want, need and are willing to pay for what your coaching provides. Determine Your “Who” • Who already wants, needs and is willing to pay for what your coaching provides? • Where do you have contacts? • Who would be the easiest clients to get? • What group of people are you most comfortable with? • Can you find them? 8 Create Your Compelling Message 3. HOW You Do It… Your Coaching Process • Straightforward • Clear and Linear • Your guiding principles Determine Your “How” • Identify what you do with clients. • Identify the guiding principles you use in your coaching (themes, beliefs, etc.) • Organize your list of items. • Articulate in a clear, linear and simple manner. 9 Compelling Message Benefits: • You become known as an expert • Builds confidence and credibility • People seek you out • Easier to generate referrals Compelling Message What makes a message compelling? • Clear & concise • Specific • Straightforward (everyday language) • How you share it (with confidence, passion, belief, excitement) 10 Create Your Compelling Message Putting It Together: “I’m a _________________________ I work with _____________________ who ___________________________ my specialty is __________________ .” How to Thrive Your First Year in Business as a Professional Coach 11 Build YOUR MARKETING SYSTEM As long as you are in business you will always be marketing. Constant Marketing vs. Targeted Marketing The Secrets to Marketing Success Create a system for your marketing Be willing to invest time, energy and money to your marketing. Think of marketing as an investment, not a cost or expense. 12 The Marketing Train The Marketing Train = Your Marketing System The Marketing Train The Engine The Cars The Caboose Your Active Marketing Strategies Your Passive Marketing Strategies Your “Keep in Touch” strategy 13 Engine: Active Marketing Strategies Examples: Your Engine • Speaking (talks, workshops, teleclasses) • Grassroots Marketing (leveraging existing network) • Strategic Alliances • Networking • Writing Cars: Passive Marketing Strategies Examples: • Website Your Cars • Brochure • Testimonials • Products (books, audio programs) • Freebies (reports, assessments, checklists, e-courses) 14 Caboose: “Keep-In-Touch” System Examples: Your Caboose • Ezine/electronic newsletter • Printed newsletter • Making follow-up phone calls • Mailing periodic announcements Benefits of Building a Marketing Train • Marketing becomes automatic, natural, enjoyable and fun • Ability to measure, fine-tune and duplicate what works • Decrease your time marketing • Maintain a steady stream of prospects 15 How to Create Your Marketing Train • Target your marketing to your Who & What • Do what works and what works for you What Works Allows people to experience you Enables you to be referred by someone who has experienced you How to Create Your Marketing Train • Do what works and what works for you What Works for You What you enjoy What you are good at (or can learn to be good at) What you will consistently do 16 Real Coach Example Marketing Train Success Jaya Schillinger Certified Life Coach President, Inspiration Inc. How to Thrive Your First Year in Business as a Professional Coach 17 Master Client Enrollment The Complimentary Coaching Consultation 1. Definition 2. Pre-Call 3. Call Structure The Complimentary Consultation Definition 1. Standard part of enrollment process 2. Potential client “checks you out.” 3. You “check the potential client out.” 4. Opportunity for you to coach and provide value. 18 The Complimentary Consultation Have a Paradigm Shift: Put your thoughts and energy to securing “Comp Sessions” instead of worrying about “getting clients.” • • • Focus on coaching and giving value, instead of selling. Become less attached to the outcome. Takes the pressure off. The Complimentary Consultation Pre-Call Create a Comp Session Schedule Sign people up immediately Do the session as soon as possible Follow-up with email confirmation Assign homework 19 The Complimentary Consultation Homework Questions: Customized for your “Who and What” • What do they want? • How will they feel? • What is holding them back? The Complimentary Consultation Call Structure 1. 2. 3. 4. 5. 6. 7. Build rapport Review call structure Overview of coaching / your specialty Coach How your can help them Ask for the business Sign up / overcome objections 20 The Complimentary Consultation Handling Objections Acknowledge Ask the “Magic Question” • • “Would you like me to let you go or would you like to talk a bit about this?” The Complimentary Consultation Handling Objections 1. 2. 3. 4. Don’t be attached to the outcome What is in the person’s best interest? Be curious Coach, don’t sell or convince 21 The Complimentary Consultation • Be yourself • Let your personality shine • Coach as if you have coached the person for 6 months • Have fun, keep it light • Connect with who you are when you are at your best • Stay unattached to the outcome • Practice, practice, practice Develop Your Success Mindset The Law of Attraction y Decide what you want y Believe you can have it y Take inspired action y Have trust and patience 22