I’d like to take a few minutes and talk about Coaching;
The fact is no one really knows what exactly coaching is or is not.
FACT: At any given time less than 1 out of 10,000 people are looking for a coach
FACT: It’s almost impossible to sell something that nobody understands or wants
FACT: We must understand that we need to MARKET coaching as the incredibly powerful service it is
Market Coaching As A Solution
Provide solutions to the problems and challenges our clients already have AND
Are already spending money on trying to find a solution.
If we take this approach with this mindset, we will achieve phenomenal results
I think it’s important to understand the difference between
“Training” and Coaching”
Equally important is for you to understand that we (Strategic Action Marketing) Offer BOTH.
TRAINING: Organizations and businesses spend over 200 BILLION on TRAINING & development each year.
It’s a widely held belief that somewhere between 50-90% of training is WASTED
Individuals spend millions on books they never read, purchase tapes & CDs that find their way buried under a desk, and attend countless workshops whose content they quickly FORGET
There are many differences between coaching and training. The main difference is quite simple.
-Training teaches the fundamentals of a particular subject, but
-provides no on going support for executing what was learned.
- Additionally traditional approaches of leaning do not translate into changes in behavior.
(The following info is must know info when selling a client)
Coaching: is a much more effective solution to many situations
-Coaching engages the unique personality traits of the individual
-Coaching is an ongoing relationship where the coach helps the client raise their awareness, and helps the client connect with their passions, goals, desires, identifying their strengths, as well as their weaknesses, and
HOLDS THEM ACCOUNTABLE to get the results they want
Coaching not only gets the results the client is looking for but also
Develops and meaningful relationship between Coach and Client
(Best way to get referrals if done correctly)Top Eight Things That Make A Successful Coach
1-Loves working with people
Loves working with peopleCoaches believe in empowering people to access their wisdom2-Is naturally curious and A GOOD LISTENER
Is naturally curious and A GOOD LISTENER Coaches listen for what is underneath or what is NOT being said.They reflect what they hear back to the client so they can see and hear themselves, raising the clients own awareness3-Has the ability to be non-judgmental
Has the ability to be non-judgmentalBy suspending their own judgments, the coach can create a space for their clients their own ideas without fear being judged or criticized. 4-A self starter & organized
A self starter & organizedThey consistently generate enthusiasm for their own vision & mission5-In touch with intuition & is learning to trust it
In touch with intuition & is learning to trust itCoaches who act on their own intuition provide a space or a deeper level of listening for their clients. By carefully listening to their clients they are able to offer insights without attachments so the client can accept or reject what they has value for them6-Understands the value they bring to their clients
Understands the value they bring to their clientsHere are some values /benefits clients receive•Increasing confidence
Increasing confidence •Increasing effectiveness & productivity
Increasing effectiveness & productivity•More focus & organization
More focus & organization •Stepping beyond previous limitations
Stepping beyond previous limitations•Greater sense of balance & wholeness
Greater sense of balance & wholeness•Achieve breakthrough results
Achieve breakthrough results•Taking more effective actions
Taking more effective actions•Trusting more & taking more risks
Trusting more & taking more risks•Increased satisfaction & fulfillment in life
Increased satisfaction & fulfillment in life•Removing obstacles to moving forward
Removing obstacles to moving forward•Increased energy
Increased energy•Unleashing passion & creativity
Unleashing passion & creativity•Tapping into inner wisdom & intuition
Tapping into inner wisdom & intuition•Reclaiming personal power
Reclaiming personal power•Making major changes & transitions
Making major changes & transitions•Launching new projects
Launching new projects•Developing more effective personal habits
Developing more effective personal habits•Enhancing well-being
Enhancing well-being•Discovering “What’s Next”
Discovering “What’s Next”•Enjoying life more
Enjoying life more7-Enjoys marketing themselves as a coach
Enjoys marketing themselves as a coachHave fun getting out there making connections. Clients are attracted to coaches who are approachable, authentic, who sincerely care and are committed to being a partner and champion for their clients8-Willing to invest in training and are life long learners
Willing to invest in training and are life long learnersIn times of change (even market changes) the ones who continue to learn will rule the earth. For those who believe they have already learned everything they need to know, they will find themselves perfectly equipped to deal with A WORLD THAT NO LONGER EXISTSPart 2 Business Development
In order to bring this arm of the business out of the gate and insure its rapid and continuous growth it is imperative for us to develop a comprehensive plan and employ a number of basic business fundamentals.
Remember, Failing to Plan is Planning to Fail
The following is a very basic list of some of the concerns that need some thought on our part. A number of the following items have already been addressed and resolved by me, but it is for your benefit and knowledge that I’ve include them
-What clients would be the best fit for us based on our interests and EXPERENCE
-What are their problems & challenges that could be better solved with our coaching?
-Can our prospective clients afford us?
-What is our optimal pricing model?
- Who is our competition?
- What is our competitive advantage or why should they chose us?
- How can we best package our coaching so it is recognized as the best solution that they would be prepared to make the investment to resolve their problems?
- HOW DO WE REACH LARGE NUMBERS OF “SUSPECTS” quickly, & affordably and become well known as the go to guys. (& gals=)
- How do we get suspects to try our services? (packaging, free offers etc)
- How much time will each of you be able to afford to your on-going training, marketing, coaching, recruiting new clients, and general development. (Marketing is the # 1 thing we need to give most attention to)
-What time frame and how much investment will it take to become profitable (show them on white board)
-What support will you need from me to master all the business competencies, keep you on track, and hold you accountable?
**Failure to focus on building your competencies in business is a recipe for failure
**A chain is only as strong as its weakest link.
As a member of this team you will become a link of the chainThere are many “schools of thought” when it comes to niche marketing or fishing with a big net. (Explain what I mean)
We are very fortunate that over the past 37 years I have not only survived but thrived in every market for almost 4 decades.
-It is through that experience that I am able to identify and accurately analyze the dynamics and conditions of any market any where in the world.
It is through that experience that I am able to identify and accurately analyze the dynamics and conditions of any market any where in the world.-I realize that’s a very bold statement, however it is a verifiable FACT
I realize that’s a very bold statement, however it is a verifiable FACT-It is my hope to give you the knowledge that will give you the same abilities
It is my hope to give you the knowledge that will give you the same abilities -
PROGRAMS vs. SYSTEMS
Program:
As many of you know, I have developed over 40 different marketing programs. These programs are designed to meet the existing conditions in a specific market
to maximize any real estate professionals production who employs them. These programs where designed to “stand alone” or interact together as a SYSTEM
System:
When two or programs are implemented simultaneously, they create a SYSTEM.
By design they begin to work together and off one another, creating even greater results by our clients.
When markets begin to “Shift” we analyze their dynamics and employ the programs and systems that meet the demands of the current market conditions.
In Niche marketing you only focus on a single thing. Although that concentrated focus can bring anyone who masters that “Laser Beam” a great deal of success and recognition as King of wobbly widgets, it greatly reduces your audience of prospective clients.
For the record, our Niche, providing the solutions for any market condition or challenge through the use of strategically designed programs and systems strategic.
WE ARE THE PROBLEM SOLVERSMost of our competitors are Niche marketers/coaches. They are know for a single action, activity or service. Ex: “By Referral Only” I think you can guess what their NICHE is.
The “Big Net” concept better known as the “Shotgun” or “Disco Ball” is one that few can effectively pull off. For the most part the content is very weak, and the content is very general.
Our program is unique in that none of our competitors has the number of successful programs, which can easily be expanded to a multi component SYSTEM
More importantly, I can only think of 2 “Coaches who actually spent any time in the “Trenches” working the programs they’re trying to sell to the gullible agent or loan officer.
Fact: Most coaches have very little if any experience in the field in they’re promoting themselves as the second coming.
Good news for us, I have had a very successful career for almost 40 years.
Additionally I personally designed, tested, inproved, and employed each and every one of our programs with great success.
Who would you want to coach you,
Someone who has little or no experience and never used the things they’re trying to sell you, or US!!!!!!!!!
What’s important here is that we have a multi component NICHE.
Our common goal is to become recognized as a group that can offer tremendous value and solve any problem, and help anyone reach their goals
In an effort to gain this recognition it’s important for us to select a specific group of people who will be the best targets and be the most receptive. I welcome any thoughts, ideas or comments.
The following is a thumb nail view of my preliminary list of targets:
-That we love to work with
That we love to work with-That would appreciate & value our life experiences, training, and accomplishments
That would appreciate & value our life experiences, training, and accomplishments-That have big challenges or problems (that we can solve) that they are spending money on now.
That have big challenges or problems (that we can solve) that they are spending money on now.-That we will be able to add a lot of value
That we will be able to add a lot of value- Whom we will have credibility as a solution provider
Whom we will have credibility as a solution provider-Where our competition is not too entrenched
Where our competition is not too entrenched -A large group that we can reach quickly and cheaply
A large group that we can reach quickly and cheaplyIn order to maximize our marketing efforts to reach the above group we will
-Understand our clients problems
Understand our clients problems-Speak their language
Speak their language-Know how our services delivers specific benefits they value
Know how our services delivers specific benefits they value-Know the competitive landscape
Know the competitive landscape-We have to know how to reach large number of our ideal clients
We have to know how to reach large number of our ideal clients -Be able to stand out as a recognized solution provider so they not only start coming to us but refer others to us.
Be able to stand out as a recognized solution provider so they not only start coming to us but refer others to us.-We need to make it EASY for them to say YES to coaching or any of our other services
We need to make it EASY for them to say YES to coaching or any of our other servicesExamples: Free coaching session (Must have a good pay off for them)Free business analysis. (Gives us all their marketing material) Free 2 hour seminarDiscount on 3 day eventA carefully structured marketing message or professionally packaged program highlighting our coaching solution to their most pressing & unmet needIt’s important to understand that most clients have a great deal of doubt when it comes to coaching. Remember most people do not understand what coaching is. It takes a bit of effort to move a prospective client form a doubting Thomas to getting them to agree to work with you.
Remember we’re making every effort to make it easy for them to say YES’
We must get them to understand the benefits of coaching and the new business plan we’ve designed for them and get them excited about their new way of life.
Put yourself in their shoes. What if you finally got to a place where you were going to give it a try and I tried the following:
Asked you to sign a year long contractPay a month in advanceCommit to a rigid time schedulePay extra for their intake session(I would like your feed back on these few items)
The easier we make it for them to say yes the more clients we will have.
(95% of clients love their coach & their coaching. They just didn’t know it before they started.
Our coaching program needs to be packaged in order for our clients to understand the process easily
We need to package it so that it has a clear beginning, a focus, specific benefits & features, and a time frame.
At intake we cover their
Existing business modelLocal market analysis Goal settingPersonality analysis Explain all benefits of coaching (refer to pg. 1 & #6 on pg 2)Recommend start up programsCover the coaching scheduleBusiness model overview
-We offer more than a box of tapes, & training manuals
-Diverse coaching services. 1 on 1 coaching, group coaching, mega teleconferences
-On site office visit to assess current environment, systems, etc.
-Make recommendations
-Progress tracking and various assessments as required.
-Wrap up session to review progress and plan future development. (upgrade to higher coaching level)
Explain benefits on pg 1 & #6 listed on pg 2Packaging our program and explaining the process & package (what they’re getting) If presented well can increase sales more than any other single thing we do. (Up-sale from group coaching to one on one by reviewing #6 pg 2)Pricing is a critical part of the success of this business.
We need to price ourselves to the market not to your insecurities
We don’t want to leave any chips on the table. As a general rule, if less than1 out of 5 clients object to the price we are priced to low. If more than 1 out of 5 we might be too high
As a new coach it is normal to have some level of fear. It’s been my experience that a persons fear is the biggest obstacle many people must learn to over come particularly when it comes to public speaking. The un-known is the core of all fear.
You may be inclined to harbor the common self-defeating thought that you’re not ready.
You may think about sitting on the side line waiting for some magical date when you will be ready.
I’m telling you THAT DAY WILL NEVER COME
You will be ready when I tell you you’re ready
You need to find a way to get past your fears, and not hold back.
Get over it and get out there.
If each and every one of you did not have talents, and necessary skills to become one of the best in this business, I assure you…you would not be here.
I believe in you, now it’s your turn to believe in yourself
