Coaches have a big challenge when seeking clients. They are selling the unknown. By unknown, I mean that most people who can benefit from coaching, whether it be business coaching or personal coaching, either never heard of it or don’t understand how it works.
When people work with a coach for the first time, there usually comes the point when they say, “aha!” and are better able to understand the value they can get.
So trying to get clients can seem like a catch-22. To hire you, they need a strong sense of what you do. But to get that sense, they need to work with you first!
Because of this hurdle, direct selling or direct response methods like cold calling or placing ads don’t work. Those channels don’t get you clients, directly.
Dealing with this challenge can be frustrating for many new coaches. They want to help their clients succeed in their business or life, but getting the prospect to sign on the dotted line doesn’t happen as often as they would like.
So how can coaches deal with selling the unknown? Make it known, and use your website to do it!
Here are three ways:
1 – Write content about “what they do know.”
Prospective clients can relate to their pains and troubles. Their pains and problems might include not having enough time in a day, trouble sleeping at night, or not making enough money.
They can also relate to where they want to be in the future. Some examples could be having lots of income, having peace of mind and having a happier life.
When writing about your services, start with things your prospect already knows about, such as their pains and desires.
Additionally, case studies and testimonials of others you have helped would further your prospect’s understanding of what you do. These examples are most effective when writing about initial problems and results.
By explaining what you do in terms they know directly, you better communicate what you do. When prospects clearly see what they can get from working with you, they are more excited and interested in working with you.
2 – Give away free information.
Compile an article or report that is helpful to your target prospects. Choose a topic that is directly related to their problems or situations. Then make that report available on your website for download.
This strategy has a lot of value:
- Everyone likes free helpful stuff, so they will take action to get it.
- Once created, giving it out takes almost no time to do.
- It tells the prospect you know about their business, thus making you a good choice for helping them.
- Sending people to your website creates another relationship-building “touch.”
- People can refer this report to other people, increasing your visibility.
3 – Give away a free online assessment.
Create a series of questions on your website. Then invite your visitor to answer them in return for a score and an interpretation of that score. This gives them helpful information about themselves and a sample of what you do.
This technique has a lot of value, similar to the report idea. It’s free, doesn’t take a lot of time or money to implement, is automated, gives value, and can be referred to others.
Additionally, you can determine which prospects have stronger needs based on their responses. With that information, you can target your sales efforts towards them and increase your closing rate.
In conclusion, use your website as a tool for educating your prospects. Doing this will gain more trust and grow the relationship until they become a paying client.
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