If you are in the coaching business, you should know that like in most personal services, it is the satisfied clients that bring you the prospect. Yes, you can advertise, you can have your name in directories, you can have a Web site, and all those may sometimes bring in the occasional client. But the real business comes from satisfied clients spreading the word about you. They hear someone talk about his problems, or about maybe needing a coach, and then tell him, "Phone this guy, he did a great job with me".

At first, we may be a bit timid. Over time, when we get more and more such recommendations, we might begin to believe that yeah, we really are that good. And indeed we may be. However, trying to base our sales pitch on this is probably not the best move.

Remember the last time your needed a doctor? Maybe your tooth ached and you needed a dentist. You were in pain; you wanted it taken care off quickly. Maybe, if the pain wasn't too bad, you were also dreading how much it will cost you. Is this a frame of mind to care that the dentist came up first in his class? Would you really care to know, at that moment that he uses some brand new digital X-Ray, and that he already treated a thousand patients? I don't think so. You may care a little if you fear the dentist more than the pain, as some people do. But most people, they would just wish that he gets on with it and make the pain go away.
Your prospective customers do not come to you because they are intellectually interested in coaching. They don't call on you to learn what a great guy you are. They have a problem. Something is bothering them. They are looking for a solution, a cure, a remedy.

Therefore, the best way to turn them from prospective to paying coaching clients is to understand their problem and show them how your solution is the best one for it. The prospective client isn't out shopping for you; he is shopping for a solution. Your best way to sell coaching services is by being the solution that the prospective client is looking for. Don't sell yourself, sell the solution.

YES! I would like to discuss how I can use a coaching model to bring my experience to a wider audience, and learn how I can use the right marketing to attract eager clients who will gladly pay me lucrative fees.

I understand this is an exploratory discussion only and that you are under no obligation to work with me, and I will not be required to commit to any course of action.

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