Archive for December, 2007

How to Build Your Coaching Practice with Referrals – part 3

Thursday, December 27th, 2007

In the first two parts of this article we looked at why we want referrals, and what we must do before we request a referral. We’ve established you’ve done some good work for your client.

Now comes the referral request.

2. Ask for Referrals!

In order to get referral business, you do have to ask for it. Many coaches simply do not do this.

Think about your client for a minute. Unless they’ve just landed from another planet, your client (or your sponsor) must know other clients in the same business or industry. And if they’ve had good service, their natural inclination is to tell their friends and colleagues.

So, while you’re face to face, ask if there are three others in his/her position in other companies in the same industry who might benefit from your services. Write down their titles and names. Ensure you get the spelling right.

Ask if you could contact them, but would your client mind dropping them a quick email first (or a quick call) explaining that you will be calling them, as your sponsor thinks they might benefit?

And ask for three referrals, not one, and you’ll more than likely get three.

Of course, this can work within organisations, too. And that’s even easier.

Conclusion

Referrals are there if you ask for them. Get into the habit of following up. You’re likely to pick up more business from your existing client and you’ll gain more referrals.

Even if neither avenue is open right now, they’ll remember you took the time to make sure your work was right. So next time you approach them, it’s more likely you’ll get a referral.

And remember to thank your client following their referrals – they have made a significant gesture for you, and this must not go unrecognised.

Summary

  • Successful coaches build their practice with referrals.
  • Getting referrals is straightforward and natural.
  • Ask for a referral when you’re next undertaking a periodic review with your client.

Alun Richards helps coaches find and reach their coaching niche. Discover yours with Alun’s free mini-course, “Discover Your Coaching Niche”, available from

http://www.nichecourse.co.uk

© Copyright Alun Richards 2007. All Rights Reserved. You may freely distribute this article providing you do so in its entirety; ensuring the copyright and contact details above are included.

Posted in Marketing, Promotion | No Comments »

How to Build Your Coaching Practice with Referrals – part 2

Friday, December 21st, 2007

In part one of this article, we looked at why experienced coaches seek referrals, and the benefits they gain from doing that. This posting looks at exactly how a coach can go about getting referrals on a regular basis.

1. Book a Review Meeting

One way is to book a slot with your coaching client (or sponsor, if it’s in an organisational context) after you’ve delivered a piece of work. Pitch it as a client feedback session or review meeting.

In the meeting, ask for what went well, and what needs more attention.

Naturally, the “what needs more attention” is a cue for selling them more business. Work to understand what the issues are, the scope of them, and what can be done to put them right. Agree the actions you will take.

For what went well – note it down, send it back in an email, and ask if you can use this as a testimonial.

We’re now part way to a referral. Read on in the next post for how to structure your request.

Technorati Tags: , , , ,

Posted in Marketing, Promotion | No Comments »

How to Build Your Coaching Practice with Referrals – Part 1

Monday, December 17th, 2007

While experienced coaches use referrals as a key part of their marketing, inexperienced coaches often do not ask for referrals. This may be because they’re afraid of a “no”, because they do not realise the value of referrals, or perhaps they may not know how to go about it.

While this article can’t help you with being afraid of a “no”, we can set out the value of referrals, and guide you through the process of how you ask for one.

But let’s start with the “why”.

Why do experienced coaches ask for referrals? The answer is simple – it’s because it’s a personal recommendation from a friend.

And because it’s a personal recommendation:

  • The contact with your new client is much more likely to result in business.
  • That business is likely to be for a higher value.
  • The lead-time to a decision is likely to be shorter.
  • Having given a referral your referring client is likely to be more loyal (due to Cialdini’s Social Proof).
  • Because you’re introduced via a trusted friend, there is inherently and immediately more trust in the relationship.

But how do you do it? The key is to systematise it – make it so it happens automatically.

We’ll examine the steps to take in the next postings.

Posted in Marketing, Promotion | No Comments »

How to Overcome the Pain of Having No Coaching Clients – part 3

Monday, December 10th, 2007

In the first two posts of this article, I explored the pain of not having coaching clients.  Whether the pain is currently mild, moderate or severe, there is a remedy.  The remedy is to know who you are coaching and know what their problems are.

3. Demonstrate you know what they want – Gaining Credibility

If you don’t know what your prospects want, you’ll be just like any other coach who can’t get clients.  These other coaches can’t get clients because they can’t demonstrate credibility in the eyes of their prospects.  Their prospects just can’t see the relevance to them. 

But you will gain credibility when you demonstrate that you understand the issues and problems your prospects are facing.  That’s so fundamental I’m going to repeat it.  You gain credibility when you demonstrate you understand the issues and problems they are facing.

4. But I don’t know the solution to the problems…

By knowing what the problems are, you’re more than half the way there.  The first step on the way to resolving a problem is to define it unambiguously.  With your coaching skills, if you help your prospect to do just that, the likelihood is that the two of you will be able to work towards a resolution.

Conclusion

If you’re a coach, whether you’re suffering mild, moderate or severe pain in getting clients, there’s a remedy. 

This involves you:
1. Being clear on who you are coaching.
2. Knowing what problems they want solved.
3. Demonstrating you know what they want.
4. Working with your new client to solve their problem.

Alun Richards helps coaches find and reach their coaching niche.  Discover yours with Alun’s free mini-course, “Discover Your Coaching Niche”, available from
http://www.nichecourse.co.uk

© Copyright Alun Richards 2007. All Rights Reserved.  You may freely distribute this article providing you do so in its entirety; ensuring the copyright and contact details above are included.

Posted in Discover your niche, Marketing, Reach your niche, Research | No Comments »

How to Overcome the Pain of No Coaching Clients – part 2

Thursday, December 6th, 2007

In the last post we suggested that the pain of having no clients can be mild, moderate or severe.  We explored mild and moderate pain means.  But what if you have severe pain?

Third Degree – Severe Pain

You’re finding prospects have no apparent interest.  In fact, just getting in front of prospects who might be interested in your coaching is hard.  Where are they all?  Even when you get hold of a prospect, the conversation falters after you mention you’re a coach.  It wasn’t supposed to be like this.  What can you do?

The Treatment

I said there was treatment available for even the most severe case.  So what’s the prescription?

1. Be clear on who you are coaching

Who are you coaching exactly?  Just stop and think for a minute.  Now start to define precisely who wants your coaching – or could want your coaching.  The narrower the field, the better.  And no, the answer “anyone” is no good.  No good at all.  “Anyone” is the reason why many coaches have no clients at all.

Focus!  You must have a niche.  Begin to use a rifle, not a blunderbuss.  So who could you coach – who might want your combination of background, experience and knowledge? 

Which groups would value your set of skills?  Start making a list.  Which ones appeal most?  Which ones are most relevant to your background prior to you becoming a coach?  Start to narrow the list down.

2. What do they want?

Now you have some possible targets, what do these people want?  What do you mean, you don’t know?  Find them and ask them! 

Discover what their biggest problems are.  What is it that keeps them up at night?  What would make their life so much easier, if it were to be resolved?  Whisper it quietly: this is market research.  Do you have to do this?  Yes, yes you do – now get out and just do it.

This article will continue in the next post.

Posted in Discover your niche, Marketing, Reach your niche, Research | No Comments »

How to Overcome the Pain of No Coaching Clients – part 1

Sunday, December 2nd, 2007

“The purpose of marketing is to get and keep a customer.”
Theodore Levitt

“But how on earth do I do that?”
A Coach

The Problem

You’re a coach, and you’re not getting clients.  It’s not a matter of your coaching skills – you know that.  Anyone who has had a coaching session with you compliments you on the insights your coaching brings.  Many of your clients have achieved significant changes in their lives, even if you do say so yourself.

So what is the problem, exactly?

The Three Degrees of Pain

The sad news is that this situation is only too common amongst coaches.  And it can come in three degrees of pain – Mild, Moderate and Severe.  Luckily, for even the most severe case, there is treatment available.  Read on to establish how much pain you’re suffering right now, and what to do about it.

First Degree – Mild Pain

Do you recognise this description?  You’re meeting plenty of prospects, and you’re generating some interest in your coaching.  Some prospects sign up for a complimentary coaching session with you.  You get few or no conversions to paying clients, however.

Second Degree – Moderate Pain

Or perhaps it’s worse?  You do get in front of prospects from time to time, but it often seems to be the same old crowd.  You feel your initial energy and excitement in your coaching services beginning to wane.  Is it showing?  You’re a great coach.  You’ve coached loads of people during your training.  Why is it so hard to get clients?

This article continues in the next post.

Posted in Discover your niche, Marketing, Reach your niche, Research | No Comments »