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6 Steps To Growing Your Coaching Business

How to grow a coaching business.

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6 Steps To Growing Your Coaching Business 

I am a coach. And I’m passionate about helping coaches win.

This article is intended to help you win if you are a coach.

I know that you want to be a confident and successful coach. In order to do that, you need to grow your coaching business. The problem is, you’re not sure how to do it, which makes you feel anxious and question if you have what it takes. 

I believe you don’t have to do this alone. You deserve help from someone who’s been there. 

I understand that you’re doing everything you know how to grow your coaching business, which is why I have an approach that’s has helped me and many other coaches I have shared it with make $250,000 + a year as a coach, versus 1% of all coaches attaining that level on their own.

This article will help you stop being stuck with no growth in your coaching practice. Share it with other coaches, it will help them, too. 

Step 1: It’s Not about You

This isn’t original to me. It’s something one of my mentors taught me in a private coaching session a few years ago.

But I have really taken it to heart, and so have many of the people I have shared it with, and the results have been incredible.

Before I learned about this concept, and began applying it, I have been stuck at the low six figures in income several years in a row. I made more money every year, but not much more, maybe $3000-$5000 a year more.

The main reason was I sucked at asking for the sale. I had great rapport during the conversation with my prospect, and I really understood their problem, and how to help them. But I was focused on myself for the entire time we were together.

And as a result, I was nervous and uncomfortable, and in my head about getting the sale, and not present with the person in front of me and focused on serving them.

My conversion rate was not a high as it should have been. There were lots of people that needed my help, desperately, but I could not close the sale, because I could not get past my fear of what they would think of me.

They picked up on this, and naturally, may were put off by it, without necessarily knowing why, and they did not buy.

This hurt them, because I had the ability to solve their problem, and did not get to make that difference, so they stayed stuck. It hurt me, because I was less able to fulfill my purpose or fill my bank account. And that took away from the sum total of happiness the world.

If this is happening to you, you need to get:

IT’S NOT ABOUT YOU.

IT’S ABOUT THEM.

All of your messaging, all of your marketing, all of your sales efforts need to be about them, your customer, and not about you and your terrific process. They couldn’t care less what you do, or how you do it, until they are clear you understand them and their pain, and have a solution that solves it.  All your messaging should follow this sequence:

  1. Your customer
  2. Their pain
  3. Your understanding of their pain
  4. Your authority as someone who can solve it
  5. Your solution
  6. How great life will be when they solve it, versus how terrible it will be if they don’t 

Step 2: Commit

I have worked with a lot of successful coaches, who have made anywhere form $200,000 to $1 million a year in income.

One thing I learned from working with them is that at some point in our work together, they all became COMMITTED to their success and their specific financial and fulfillment goals.

One coach, for instance, started out making less than $20,000 a year. He was failing at his business, and he was worried he would have to give up his dream of being an independent personal trainer and go back to working at a gym.

He was INTERESTED in making more money, but at the time, he wasn’t COMMITTED to it.

Another loved what he was doing, and he did ok at it, but not well enough to take care of his family at the level he always dreamed of. When I asked him if he wanted to make $1 million, he said “Sure, I would. But how?”

The way he answered that question showed me he was interested, but not committed.

Both these men made a DECISION to COMMIT to their dream, and choke off their excuses.

When I asked them what was the key to them doing this, without hesitation both said it was because I helped them find the belief in themselves that they previously lacked.

That was what gave them the CONFIDENCE to DECIDE and COMMIT.

When it comes to making the next level of income this year, have you been INTERESTED or have you been COMMITTED?

Have you sought to find a mentor and peer group with a proven track record of helping others achieve this, or are you trying to do it alone, just like you did the last several years of your business alone, with no one to help, encourage, and guide you when the going gets tough?

Are you happy with your business income growth so far, or are you stagnating and stuck on a plateau that seems comfortable, but is really sucking your soul inside out?

Are you living a life of purpose and fulfillment, or is your belief being choked out by stagnation and a failure to grow?

Is your dream alive, or is it slowly dying?

Are you INTERESTED or are you COMMITTED?

If you really want your business to grow, commit. 

Now.

Step 3: Resources versus Resourcefulness

11 years ago, I was in the lowest point of my life. My then wife had left me, and I took it so hard that my world fell apart. My income went from $175,000 to $5000 a year. I was devastated and depressed. If not for the grace of God and the help of my family, I would be destitute and living on the street.

Can you relate?

I was at a conference and I saw a man speak. He seemed to be speaking to me. His message made sense to me, and I thought if I had his help, I would be able to turn things around.

At the end of his talk, I approached him and said “I want to hire you.”

“Ok. First you have to pay me. My fee is a minimum $5000 for 5 hours of Coaching.”

His words hit me hard. That was my whole year’s income!

“I don’t have that kind of money right now.”

He looked at me quizzically for a moment, and then gave me the best Coaching I ever got “I had a feeling you would say that. I’m going to do you a favor and give you some powerful Coaching. It’s not about how much resources you have, it’s about how resourceful you can get. If you don’t have the resources, and you want to turn that around, you need to get resourceful. You need to find a way. Otherwise, you’ll say stuck at where you at for a long time.”

Those were hard words to hear. But they were the truth.

I asked him to give me 48 hours.

He agreed.

I got into action. I called two prospects and offered them a hell of a deal if they signed and paid on the spot.

They took the deal.

I paid this coach, and my income went up to 6 figures in 6 months. Let me tell you, this was not going to happen on my own. On my own, my business would have plodded along, and I would have probably been forced to give up my dream and go get a job. Nothing wrong with getting a job, but that wasn’t my dream.

What about you? Are you letting your current resources or lack thereof determine your success, or are you resourceful and finding a way?

Step 4: Decisive versus Dabbler

In the previous Step, I told you the story of how I hired a coach whose fee was equal to my ENTIRE YEAR’s income.

What he taught me helped me earn 20X what I paid him in less than a year.

Be decisive. Don’t be a dabbler.

A dabbler is a professional seminar junkie. It’s someone who always takes the next course. A dabbler is looking for answers in a $20 book, or the next free event. They dabble in a lot of things, but they aren’t decisive, and they take forever to make a decision. They don’t really know what they want, and so they don’t know how to get their, or evaluate whether a program is going to get them there, because for them, there is no there, there. Their pain is real, and massive, but they keep distracting themselves from feeling it with happy talk, the next book, the next seminar, and social media and Netflix binging. They are the ones that MOST internet marketers say you want to NURTURE along, because they ‘might’ someday be ready to buy.

What a crock!

These folks are NEVER going to be ready to buy your big-ticket solution to their major league problem. They are not interested in solving it, they are simply interested in limping along and distracting themselves from the problem. If by chance they do buy, they are not a good for your program, because they are more trouble than they are worth, they won’t do the work and they will complain that you didn’t get them any results.

You want clients who are decisive. You want clients who are clear what their pain is, and are ready to confront it and vanquish it, with your expert help. They are not looking for bandaids, they are looking for solutions.

Are your prospects decisive or dabbling? If they are dabbling, is that because YOU are dabbling? If you want decisive clients, you need to be one! Like attracts like. If you can’t be decisive, you won’t attract decisive clients.

I have a No Dabbler Rule. The first person who adheres to it is me. 

Step 5: Raise Your Rates

It’s amazing to me how many people in our industry undervalue their expertise and their solution and don’t charge enough for it.

Let me give you an example.

I have a client, let’s call him Stephan. He’s a relationship coach, and he works with men whose marriages are in crisis.

He is one of the top Thought Leaders in the world when it comes to helping men deal with this acute problem.

When we started working together, he was struggling to find clients. He had 2-3, and he charged very little to work with them. They were in desperate need of his help, but they weren’t respecting his wisdom, so they didn’t take his coaching, and they went getting the results they said they wanted.

The first thing I coached him to do was to raise his rates. He resisted me — at first.

But I am persistent and relentless, and so he eventually did as I asked. He doubled his rates.

Three amazing things happened.

One, he doubled the number of clients he had, and then doubled that number again, in about 2 weeks.

Two, they started to respect his wisdom and take his coaching, and get better results.

That led to him to being known for knowing how to help men with their marriages in distress to turn that around, which according to the great Matt Church, is the very definition of a Thought Leader. And lo and behold, clients started to SEEK HIM OUT.

And last, but not least, he became a better coach when he charged more.

Why? Because when you get what you should get, you’ll give what you should give. 

When you don’t, you won’t.

And … he’s still undercharging!!!!

Are you charging enough? Are you valuing your offer? Or is something holding you back? Are you afraid prospects will not buy if you charge what you really want to charge?

Step 6: Ask For The Sale!

It’s stunning how many people in our industry do NOT ask for the sale, or do so in a wimpy, wishy-washy way.

If you do NOT have what the great Chris Widener calls a Direct Call To Action, aka asking for the sale, you are never going to make an extra 6 to 7 figures a year. NEVER.

You may be the best at solving a particular client’s problem. You may have the most amazing solution.

But clients are like people you want to date. If you don’t ask them out, someone who does ask them out will go out with them instead of you.

And that person may not have as good a solution as you. They may not be as good a person as you. They may not have their client’s best interests at heart. But they asked for the sale and you didn’t.  

Ask for the freakin’ sale!

What about you? Do you ask for the sale, or do you make excuses and shy away from it? 

We'd love to hear your thoughts about this article. Please take a minute to share them in the comment section by clicking here. Or carry the conversation over on your favorite social network by clicking one of the share buttons below.


Nicky Billou is a serious knife nut! He is one of PolitiCrossing’s roving correspondents, writing about politics, family, culture, and masculinity. He is the #1 International Best Selling Author of the book: Finish Line Thinking™: How to Think and Win Like a Champion, and The Thought Leader’s Journey: A Fable of Life. He is also the host of the #1 podcast in the world on Thought Leadership, The Thought Leader Revolution (www.TheThoughtLeaderRevolution.com), featuring guests such as Chris Widener, Scott Adams, John Maxwell, Seth Godin, Marie Forleo, Barbara Corcoran and Mark Victor Hansen. He is an in-demand and highly inspirational speaker to corporate audiences such as RBC, Lululemon, Royal LePage, and TorStar Media. He is an advisor and confidante to some of the most successful and dynamic entrepreneurs in North America. He is the co-founder of eCircle Academy (www.eCircleAcademy.com) where he runs a yearlong Mastermind & Educational program working with successful Entrepreneurs, Coaches, Consultants, Corporate Trainers, Clinic Owners, Realtors, Mortgage Brokers and other service-based Entrepreneurs, positioning them as authorities in their niche. He is the creator of the Thought Leader/Heart Leader™ Designation.



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Hey Liz Cheney, And Other RINOs, Here’s the Truth!

Liz Cheney and RINOs are out of their minds to believe that Trump hurt the party!

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RINOs like Liz Cheney and others constantly make the argument that Donald Trump has broken the Republican Party and driven people out of the party. But that is so far from the truth it’s incomprehensible that they even say it. PolitiCrossing founder, Chris Widener, one of the world’s top motivational speakers, makes the case against them in his brand new video. Check it out below and then let us know what you think!

Trending on PolitiCrossing.com: The Treasonous Duo: Barack Obama and Joe Biden

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0 to 60 vs Cruising Speed + Hiring guidelines

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Everywhere you look today there are “Help Wanted” signs. But lately not enough people are willing to go back to work. Maybe it is time to rethink who we are seeking for our workforce. Are you looking for high-velocity jackrabbits or proven achievers? Drag racers or Cruiser Class?

I grew up in the automobile era. As a baby boomer I remember that everything cool was about cars (or motorcycles). If you had a good car, you just had to customize it to express your own personality. My first car (in 1963) was a 1950 Plymouth Special Deluxe four door. It’s factory color was tan and it had a 97 horsepower flat-head six-cylinder engine with a standard shift on the steering column. “Three on the Tree.”

As a teenager I was thrilled to have my own car but disgusted with how un-cool it looked. To make matters worse the floorboards were rusted through and the driver’s door had been heavily dented in a collision. But it was mine! I spent weeks on end in the driveway with Dad replacing the old parts and renewing the car. We painted it “midnight metallic blue”, reupholstered the interior in “Naugahyde” (leather-like vinyl) and put cool hubcaps on it. I got a Corvette shift knob to put onto the column shift lever and added a boastful warning sign to the dashboard: “Do not exceed speeds of over 100 miles per hour for more than five hours under normal conditions.” (Remember now, I was a teenager and had no idea how dumb that seemed.)

I named the car “The Heap” and painted a 3 inch square cartoon of a wrecked car just under its name “The Heap” on my left front fender. (Again, you’ve got to remember, this was a time when we thought it was cool to roll up your T-shirt sleeves, grease your hair, roll up your jeans to show off your white socks and hang a cigarette cynically out of your mouth.)

The engine was very old technology and it had barely enough horsepower to ascend all the hilly streets in western Little Rock, Arkansas. It burned about as much oil as gas too. I’d almost always have to add a quart of oil with each fill up. Luckily prices were comparatively low. Now for the important metric: its speed from a standing start up to sixty miles per hour, known as “zero to sixty”. That was the prime measure of a car’s power and competitive potential. “Take Off” was where the power was measured. Above 60mph is considered “Cruising Speed” and is much more efficient and enjoyable, but take off is where the noise is made, tires are worn out and fuel gets burned up fast. The same is true for an aircraft; its fuel is often used up more for takeoff than for the rest of the journey.

Those were the days of drag racing. (See the James Dean movie “Rebel without a Cause” for details. Or read old copies of the #1 auto magazine of the day “Hot Rod”.) Well, my old heap would barely do sixty on the same day that the race started so it didn’t see any competitive action. But it looked cool to me!

Now, are you ready for the big segue? Stay with me. Here it comes. In the 1960s cars that could cover a quarter mile in under 20 seconds and could go zero to sixty in under 10 seconds were considered fast. My buddy Jimmy Stevens had a car that would do 0 to 60 in 6.4 seconds, and I remember dragsters that did a quarter mile in 9 seconds from a standing start! Today those numbers are considered mild. If you wanted to impress someone you’d spin your tires and race through the gears up to about sixty miles per hour.

But there is another category where the 0 to 60 measure often applies with equal levels of prejudice, (Here comes the transition…..) Age.

In the past people who were between zero and sixty years old were considered good investments and those over sixty were “old.” Nobody took 61+ people’s advice or considered them to be in touch with the real world anymore. Remember the hippie slogan “Never trust anyone over thirty”? Well today those 78 million Baby Boomers are turning 70+ at the rate of tens of thousands every single day! Including me. I was born on the first year of the boom, 1946, and graduated high school in its last year, 1964.

Along with this demographic shift there is a corresponding economic shift. We have seen the youth of the baby boom become the leaders of the world. George W. Bush, Bill Clinton, Donald Trump and I were all born in 1946. Joe Biden is older by about 4 years. Paul McCartney is just a bit older than me. Bill Gates is younger. Hillary is about my age and Barack Obama is younger. But the vast majority of our nation’s wealth and power is vested in people who are no longer between zero and sixty.

Today the reframing of life to include 60 to 100 is an important consideration.

Highly functional life expectancy is now well above 75 and some folks are still productive well into their 80s. If you reach “retirement” age and still have 20+ years of viable life ahead, you start looking for your next career. No more do we simply seek a part time job to supplement our pension. Today people are seeking bold new challenges and reasons to stay active and involved. Check the findings of Age Wave and its founder Ken Dychtwald. We will see tens of thousands of former retirees re-entering the workforce with vigor in the coming years. So, if you’re hiring, you might want to ask some impressive seniors for business advice and see if they fit with your vision and goals. A bonus is that these folks have an abundance of Common Sense. They don’t buy into the woke mentality or implied guilt and stain of sins committed before they were born.

The one thing that keeps life and health intact is Purpose.

We all need a challenge that is bigger than we are so that we can keep on growing. We need a sense of purpose in what we do. We must find meaning in our life and feel that we are truly necessary. This is much greater than just getting a secondary job. It is also important to recognize that once you’ve traveled the career path once you don’t have the same patience with wasted efforts during the second trip. Spending energy and time on things that don’t hold much value is seen as a waste and we quickly get bored and curious about new challenges. What we put up with in order to “pay our dues” the first time, we find to be depressingly meaningless on the second trip.

We want our efforts to matter and we want our voices to be heard. Challenge, contribution and meaning will be vital factors in Cruiser Class second careers. And there will be lots of job-hopping experimentation. We’ll be trying on second careers like new coats. If the fit isn’t near perfect, then we start searching again.

These Cruiser Class workers can be great assets. They have experience, maturity, wisdom, patience and insight that you would never find in their younger counterparts. They can truly advance your business and serve your community as well. Your existing structures and policies might need amendment though. They insist on having meaningful and fulfilling lives with plenty of extra time for the grandkids and their latest adventures. They want to enjoy life while making a difference.

So, don’t let the lure of GenX, GenY or Millenials occupy all of your attention. There is a sea of talent out there seeking to recommit to productivity. Let’s all put on our thinking caps and restructure our working world to make room for the Cruiser Class. Maybe the Hare should take a day off and watch the Tortoise show some wisdom.

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