Discover Your Coaching Niche

Archive for the ‘Research your niche’ Category

Ever had an initial coaching session - or a discussion – with a hot prospect, yet they did not buy your coaching services from you?  “Why?” you ask yourself on the way home – “Why did they not buy?”

Well, there are many reasons prospects give, but they all boil down to a small number of situations.  Want to know what those are, and how to deal with them?

In order for a client to say yes to your coaching service, a number of things must be true.
The client must:

1. Be aware that your coaching service exists.
2. Be aware of the benefits of your coaching service.
3. Consider the benefits to be greater than their cost.
4. Be motivated to buy now.

Let’s examine these situations one by one.

1. Prospect aware that your coaching service exists

Some coaches get frustrated at prospects seemingly still not knowing exactly what coaches do.  Although it’s useful for prospects to be aware of what coaching in general is, it’s more relevant for them to be aware of YOUR coaching service. 

This means that your chosen communication medium must be capable of reaching your prospects, and that the message must be understandable to them.

Then your message has to be received and understood by your prospect. Ask yourself if you are consistently getting your message out to your target market.

2. Prospect aware of the benefits of your coaching service

Coaches tell us they often find it difficult to explain the value and benefits of coaching sufficiently to cause a prospect to convert to a client.  And when prospects are unclear about the offering, no sale will result.

But to become a client, your prospect must understand exactly what benefits they will see.  Remember WIIFM – what’s in it for the client?  What will they get, specifically, from your coaching services?

This article will continue with points 3 & 4 in the next post.

In the last two posts we have been outlining the seven reasons why, as a coach, you must niche.  This post continues with reasons 6 and 7.

Reason 6. Your positioning and pitch are easier

Your pitch for what you do is easier when you’re a specialist in a niche. As you have focus, and you know what the issues in your client’s niche are, you can readily articulate both the common problems and your solutions.

Your pitch is more relevant to your market as you give exactly what is needed, no more, no less. And as a result, you’re more likely to get excellent client satisfaction ratings, which help with testimonials and referrals.

Reason 7. Coaches who niche simply make more money

If the previous points have not been persuasive enough, here’s the kicker. Coaches who have a clear niche make more money, have fuller practices and find it easier to get new clients.  One of the highest paid coaches in the world is Chris Barrow, who focuses on teaching dentists how to make more money in their dental practice.

He has one focus, and that’s where all his effort is expended.  And his clients reward him as a result.

Bonus Reason

The whole is greater than the sum of its parts. You may have noticed that when you niche, all the above reasons work synergistically in your favour.

When you know your clients’ biggest problems a number of things happen. You appear intuitive and well organised. When you can reel off the top five problems your client is likely to experience, you immediately increase your authority and standing.

When you know your clients’ problems you can more easily create products and services to help them. Having these products and services available makes promotion and PR easier still.

And more PR opportunities result in more exposure for you, further increasing your credibility. Introductions are easier if your clients have already heard about you.

All of this supports your getting more coaching business. And that’s why we’re here, is it not?

Summary

The last few postings have described the seven reasons that you must have a coaching niche.

The question is, are you going to make the most of these benefits by identifying a coaching niche and making your own? What actions are you going to take over the next thirty days to bring this about?

About this article

This article is now featured in the EzineArticles.com directory, where I am proud to say I have Expert Author status.

Alun Richards helps coaches find and reach their coaching niche. Discover yours with my free mini-course, “Discover Your Coaching Niche”, available from http://www.brandingyou.org/ecoursesales.html

In the last post we began outlining the seven reasons why you must niche.  This post will continue with reasons 3-5.

Reason 3. You will get credibility fast

You get more credibility when clients feel you understand where they are coming from.  When you can show you understand their problems, you are part way to helping them resolve them.  And when you have solutions to their typical problems, you will also get known for your approach and solutions. 

Then people will refer other potential clients to you.  People talk – especially satisfied ones.  When you provide an excellent service to someone they will pass on your name.  When you couple these facts with a small, focused community, your reputation will spread rapidly amongst your target market.

Reason 4. You will get a name as a specialist

As a coach, you want to be the first person your clients think of engaging.  Getting a name as a specialist or expert within a community is an excellent way to accomplish this. 

After all, everyone wants to work with a specialist, not a generalist and people like recommending specialists.  Think – would you want your local GP or a heart specialist to perform open-heart surgery on you? 

Reason 5. Promotion is easier

Promotion is much easier when you have a niche.  Both word of mouth promotion and PR are more likely as there is an angle.  The press, as well as clients, like to label people and companies.  If they can label you in relation to your niche they will remember you – and so will their readers.

This article will continue in the next post.