Many coaches are puzzled as to why they aren’t attracting more clients. They are doing a ton of marketing. They are on Facebook and Twitter and they are attending conferences and seminars. Unfortunately none of this networking is translating into new customers. Many entrepreneurs don’t realize that they are losing valuable clients because they aren’t clearly stating who their clients are and how they help them.
So I’m going to help you out….
The 3 Biggest Mistakes Coaches & Service Providers Make When Answering the Question, “What Do You Do?”
1) You Give Your Job Title
Telling someone that you’re a health coach, a caterer or a massage therapist leaves it up to the listener to determine what it is you do. More problematic, this approach doesn’t dispel any preconceived (possibly negative) notions the listener has about your job. In short, using a job description is frequently a BIG deterrent to people wanting to learn more about your work and how you could possibly help them.
2) You Give an Incoherent Description
This is a ramble about how you work with your clients. It sounds something like, “I work with women to enliven their bodies and spirits by helping them eating better…I teach them about various herbs and raw foods that they should include in their diets.” Not only is this statement boring and long-winded, it doesn’t get to the core of what type of clients you serve and the exact problem that you address.
3) Discussing the Process
Coaches mistakenly think that people care about the nuts and bolts of what they do. The person who is looking for a solution to an important problem, isn’t interested in how long your sessions are or the latest gadget you’re using . If you’re an aesthetician, a prospect may be interested in knowing that you a treatment to prevent break-outs, but she could care less about the fact you use a clay mask drenched in organic honey, shipped in from France, which stays on the client’s face for 30 minutes.
The Effective Answer to, “What Do You Do?”
Your answer should encourage further conversation about your work and services. Moreover if the listener is a potential client, she’ll be ready to find out how to work with you. If she isn’t in need of your services, then you’ll stick in her mind as a referral to her friends and relatives. An effective answer includes the following:
1) Who’s Your Ideal Client:
You identify the commalities of your clients i.e. their shared characteristics, circumstances or problems. For example, “I work with women executives who earn more than $300,000 per year.”
2) What Problem Do You Address:
You identify the biggest challenge or obstacle that your ideal client faces. For example, “I work with women executives who earn more than $300,000 per year who have been repeatedly passed over for promotions.”
3) What Transformation or Change Do You Bring About?
You identify the tangible outcome(s) or benefits of working with you. For example, “I work with women executives who earn more than $300,000 a year, who have repeatedly been passed over for a promotion. I teach them how to promote their achievements so that they are seen as highly qualified candidates for top level positions.”
This gets the ball rolling but if you’d like to learn my proven 7-step system for creating and selling high-end coaching programs, and earning $5K-$10K a month register here for my upcoming training call. CLICK HERE TO CLAIM YOUR SEAT
Photo credit: Fritjof Andersson