Don't Get Coaching Clients - Get Leads

Eight Tips for the Coach Seeking More Leads


Introduction

One of the biggest problems that coaches say they experience is getting clients.  In fact, their biggest problem is the thought that they need to get clients.  Read on to find out why... 

 
1. Don't Get Clients! 

That's right - don't get clients.  Look at it like this: do you, assuming for a moment you're male and single, walk up to girls in the street and ask them to marry you?  No, of course you don't!  That would be too big a step.  You want to take smaller steps first.

You might want to go out for a coffee, to see if you might like to spend more time in each other's company.  Well, it's the same with clients.  If you have a mindset that you must get clients, you're handicapping yourself. 

What you really want is leads.  You want prospects who might be interested in what you have to offer, but would like to get to know you a bit better first.

2. Are You Sure I Want Leads? 

Yes. To many prospects, to ask if they'll be a coaching client - perhaps for a minimum of three months - is a step too far.  They're going to say no, most likely.  You're asking them to commit time and money - and a lot of effort - with someone they've only just met. How can they know if you and your services are right for them?

Now, if there was a way to try out your services that was not such a commitment, then they might be interested.

3. But How Can They Try Out My Services? 

There are several ways, and savvy coaches are already employing a number of them. Basically, you want a low-cost, low-commitment product or service that a prospect can try out, and get to know you.

These may include offline presentations at your own, or other peoples' seminars, exhibitions or workshops, where prospects can get a taste of what you offer.  They could include your newsletter, e-courses delivered by autoresponder, e-books, special reports, teleclasses or other low-cost products. 

They could also include articles, recordings of presentations, your blog, podcasts, home study courses - the list is long and only limited by your imagination.

4. That's Quite a List - What Should I Choose? 

Well, rather than you choose what your target market might want, why not ask them?

It's always tempting to assume you know what your market want.  Sometimes it just seems so obvious.  But you can be surprised - it's much better to ask, and act from knowledge, rather than guess, and act from ignorance. 

And while you're asking them what medium your product should take, do check that the content of the product is what they require, too.  For example, you might believe that your target market need to know how to get clients.  They might actually have a problem with converting prospects.

5. So They Tell Me What They Want - Then What? 

Now you have the most important information about your target market.  You know what they want (the content) and what format they want their product or service.  Now all you have to do is produce the product (or service).

As you know it's what they want, you should have no problem getting them to buy it. Assuming you can produce the product - or get someone else to do it - you have a means to generate leads like they are going out of style. 

Naturally, you'll want a means to tell your target market about your product, to get it to them and to take payment, and you'll want to keep your new prospects - your leads' - details on file.

6. Why Do I Want To Keep My Leads on File? 

Because in the example we used at the start of this article, no-one is going to marry you straight off the street.  (Or no-one you'll be happily married to in a few years time, anyway.)  They're going to want to get to know you over a period of time.  So you're probably going to have a few more interactions with these leads before any one of them commits and decides to buy your coaching services.

Of course, several will drop out along the way. But that's fine, as long as
(1) they spend some money first, and
(2) there's a queue of people to replace them.

7. So I Don't Want Clients, I Want Leads? 

Absolutely.  You want a means by which a large number of people from your target market can try you out on a low-cost, low-commitment, low-risk basis. 

You want your low-cost product or service to be representative of you and what you offer.  It should meet your prospects' needs, and encourage them to want more from you.

8. So What Do I Do First to Get Leads? 

Locate your target market, and ask them what they want most.  Make sure you cover content and medium.  Listen to the answers, then act on them!

Conclusion
 
In this article we've looked at why coaches should not be looking for clients.  We've argued that they should be looking for leads.  And we've laid out a process to follow that will ensure you get leads from your target market.