Nobody buys coaching because nobody wants coaching. There is no demand for coaching itself! Also, don’t you find that most people don’t even understand what coaching is, even after you’ve tried to explain it? So how can you expect people to buy coaching if they don’t understand it?
Nobody buys coaching, just like nobody buys dentistry, accountancy, consultancy etc. Have you ever woken up and said to yourself, I must go out and buy some accountancy today or I must buy some dentistry today? I would say that you probably haven’t. Why is that?
But, have you ever woken up with a severe toothache and said to yourself, I must go and find someone (who happens to be called a dentist) to fix my toothache? Chances are this has happened to you and you’ve been fairly quick to find a dentist. What motivated you to take action was you had a problem that needed to be solved.
You visit the dentist and they use their dentistry process (which they hopefully learned to do exceptionally well at dentistry school) to fix your toothache. You don’t really care about the details of the process your dentist is using as long as you feel better fast.
All the above applies just the same to coaching as it does to dentistry, accounting, consulting, etc. Our clients don’t wake up one morning feeling like they need a bit of coaching. They do, however, wake up with problems they want solved, problems that we, as coaches, can solve using our coaching process.
The message is don’t sell coaching; instead sell the problems you will solve and the results you will deliver. Coaching is just the process we are using, that’s it. Decide on your target market (who you will serve) and the problems and challenges they have that you can solve.
You may not like my focus on problem solving as you would rather focus on helping people achieve their aspirations and desires. This is fine, however, people are more powerfully motivated to act on a problem than a desire. People act more quickly and pay more money to solve problems than they will to solve their aspirations. Your own path will be easier if you are a “problem solver.” The choice is yours. If you want to focus on aspirations and desires, just replace problems with aspirations/desires.
Just one other thing before we finish. I request that when asked, “What do you do?” you do not reply with, “I am a coach.” Again, people don’t buy coaching, plus they will probably think you are a sports coach or you are “one of them.” Instead, deliver a brief Elevator Speech which explains the target market you serve and the kind of big problems you solve.
I do hope you take on what I have suggested above. I know it will make a huge difference to you and the success of your coaching business.
ABOUT THE AUTHOR
Tessa Stowe helps Coaches and Consultants stop struggling to sell, and instead attract clients like magic! Her FREE e-course tells you how: "Attract More Clients Naturally: 10 Simple Strategies That Work ... Even If You Hate Selling!" Sign up now at http://www.attractmoreclientsnaturally.com
Don’t Sell Coaching: Nobody Buys It!