| Most coaches get involved in coaching for one | | | | professionals trained to assist them achieve that |
| extremely compelling and valuable purpose - because | | | | outcome. It identifies you as someone that may be |
| they want to make a positive impact to the lives of | | | | able to assist prospects with their pre-qualified needs. |
| others. | | | | By seeking out information on coaching services, |
| As a coach, the extent to which you are able to fulfill | | | | prospects have already identified for themselves: |
| that objective is contingent upon two factors. Firstly, | | | | 1. That there are certain things in their life they'd like to |
| your skill and effectiveness as a coach; and secondly, | | | | attain or challenges they'd like to overcome. |
| on the number of clients you are able to affect | | | | 2. That a coach is a person with the requisite skills and |
| through the application of your services. The purpose | | | | experience to assist them. |
| of this article is to focus on the second factor. | | | | 3. That they are willing to invest financially in the |
| In the process of assisting people, it's also possible for | | | | process. |
| coaches to develop a fruitful lifestyle for themselves | | | | The above is an extremely important point, and one |
| along the way. In fact, these objectives are entirely | | | | that coaches need to accept. |
| complimentary. | | | | As we explained earlier, coaches generally come from |
| Many business people, including coaches, fail to | | | | one of two schools of thought with respect to |
| recognise the important ethical role that marketing | | | | marketing. |
| plays in their business. In doing so they develop a | | | | The first school of thought perceives marketing to be |
| mindset that is self defeating to themselves, their | | | | 'leading' and 'salesy.' They come from the paradigm |
| business, and their clients. | | | | that by marketing you are proactively influencing |
| As a coach, you are in business. How effectively you | | | | someone in their decisions. Or specifically that you |
| operate your business is entirely contingent on you. | | | | may make someone do something they would not |
| There are enormously successful coaches (in terms | | | | otherwise do. We call this train of thought the |
| of client numbers, income and coaching outcomes), | | | | Influencing Paradigm. |
| and coaches that are barely able to etch out a living. | | | | The second school of thought accepts that prospects |
| The difference between these extremes is not their | | | | are people that have identified for themselves their |
| coaching competency, but rather their mindset. You | | | | need to invoke change. And they've identified that a |
| may be an incredibly skillful coach, but unless you have | | | | coach will assist them make that change. They |
| people willing to use your services, your skills are of | | | | recognise that the prospect has made the intellectual |
| little to no value. | | | | link between their needs and how they want those |
| So what mindset does it take to be a successful | | | | needs to be fulfilled. We call this train of thought the |
| coach? | | | | Service Paradigm. |
| A successful coaching mindset: | | | | The thought processes of these two perspectives are |
| - Puts the needs of prospects and clients first; | | | | entirely dipolar. One positions the prospect as |
| - Actively seeks to assist clients attain their objectives; | | | | someone reluctantly influenced into utilising a service, |
| - Is empathetic to the needs of clients and prospects; | | | | and the other positions the prospect as a proactive |
| - Doesn't limit the service offered to clients, and | | | | individual capable of determining their needs that has |
| - Acts as an ethical adviser. | | | | actively sought out coaching services. |
| It takes a Marketing Mindset to be a successful coach. | | | | As a coach, it's critical that you put yourself in the |
| We regularly hear of coaches that feel as though | | | | second paradigm of thinking. Only then will you be able |
| marketing is 'leading' and 'unethical.' They feel as though | | | | to ethically fulfill your objective of assisting your clients. |
| it's too 'salesy' and don't feel comfortable with it. For | | | | And only then will you be able to fulfill your symbiotic |
| those coaches, we're going to explain why marketing | | | | goal of building a successful coaching business. |
| is both ethically valid and commercially crucial. | | | | By putting yourself in the Service Paradigm of thought |
| Ethical Validity | | | | you will recognise that to assist clients meet their |
| There is an enormous (and growing) volume of people | | | | objectives, you should: |
| in society that would benefit from coaching services. | | | | - Actively promote your services through compelling |
| Let's call these people prospective coaching clients, or | | | | advertising that clearly describes what you can offer |
| prospects. These prospects have specific goals they'd | | | | clients. |
| like to achieve, or challenges they'd like to overcome, | | | | - Understand that as a coach and a trusted advisor |
| with a view to leading a better and more fulfilling life. | | | | you are often in a better position of knowledge to |
| As a coach you have a certain duty of care to assist | | | | ascertain your client needs to assist them attain their |
| these people. You can only begin to assist them once | | | | goals. |
| they're utilising your services. Marketing is the link | | | | - Be empathetic to the needs of your clients and |
| between the prospects desire and your ability to assist | | | | actively offer solutions to them through various |
| them fulfill their desire. | | | | products and services. |
| Marketing only becomes unethical in the circumstance | | | | - Value your client's intellect and decision making ability. |
| that you are not able to fulfill your marketing promise | | | | - Do not pre-empt your client's wants and hence limit |
| to your client. In this instance you've misled your client, | | | | the range and scope of products and services you |
| either knowingly or unknowingly, and have acted | | | | offer them. |
| unethically. | | | | - Always acts as an ethical adviser. |
| On the premise that prospects will seek a coach to | | | | Once you embrace the Service Paradigm to |
| assist them attain their specific goals, it's the ethical | | | | marketing, you'll realise that marketing provides you |
| obligation of coaches to help prospects select a coach | | | | with a much greater opportunity to fulfill your primary |
| that will best be able to assist them. To do this | | | | objectives - to assist your clients, and to build a |
| coaches should fully, comprehensively and | | | | successful coaching business. These objectives |
| transparently disclose to prospects what services they | | | | become complimentary and you create a truly win-win |
| offer; where their specialties lie; what experience they | | | | situation between the desires of your clients and your |
| have; how they've assisted people with similar desires | | | | own desires. |
| in the past; and how using their services will benefit | | | | In the second part of this article we'll provide you with |
| them. Or to state it more simply, to undertake | | | | further information on how to develop your Marketing |
| marketing. | | | | Mindset and a Service Paradigm. |
| Commercially Crucial | | | | While an individual would like to improve an aspect or |
| Marketing is commercially crucial because it links | | | | certain aspects of their life so they can achieve a |
| prospects that desire a certain outcome with skilled | | | | specific goal, or set of goals. |