Are you an influencer looking to grow your coaching business? Even if you’re the best coach in the world, you won’t get clients if potential clients don’t know you exist, don’t realize you can deliver value, or don’t know how to contact you. Don’t let these barriers hold you back. In this post, we’ll demystify the process of acquiring coaching clients. You’ll learn how to connect with your ideal clients, build a relationship with them, and provide value that’s so helpful they reach out to you for coaching services. Let’s dive in!
Step 1: Define Your Ideal Coaching Client
Imagine you need a brain surgeon. Would you hire a general doctor or a brain surgeon? Even if the brain surgeon costs more, you’d probably choose the specialist. The same logic applies to coaching. Coaching clients want specialists, not generalists. So, the first step is to become clear about the specific problems you solve and the type of person you help.
Identify the Problem
What specific pain or challenge do your clients have that you can solve? Instead of offering “career coaching,” maybe you specialize in helping mid-level managers break into executive roles. This specificity helps you attract clients who are ready and willing to pay for your expertise.
Define the Person
Who specifically has this problem? What’s their career stage, income level, or demographic? A fitness coach for “busy moms in their 40s” will land clients much faster than a coach for “anyone who wants to get healthier.” Think about qualifying characteristics (busy), titles (moms, mid-level managers, etc.), and demographics (age, male/female, etc.).
Create an Anti-Client List
Once you’ve identified who you sell to, create an anti-client list. This is a written list of people you do not work with. For example, let’s say you’re a business coach for early-stage SaaS founders:
– Ideal client: Founders with $1M ARR who need help building a sales pipeline.
– Anti-client: Hobbyists tinkering with an idea, or founders who haven’t validated their product yet.
A common objection is, “Well, I currently don’t have any clients, so I’m willing to work with anyone!” However, by offering to work with anyone, you’ll be classified as a generalist, and it will be harder to attract your ideal clients and charge premium prices in the long run.
Align Your Services with Your Clients’ Means
Only offer coaching services for things you’ve actually done yourself. For example, don’t try to be an executive coach if you’ve never held an executive position. Similarly, if you’re not in great shape, don’t try to be a fitness coach. Having experience will be crucial when pitching clients and creating marketing materials.
Step 2: Close Your First Coaching Client
A key mistake most coaches make is building a website, creating social media accounts, and engaging in other marketing activities before securing their first client. The problem with this approach is that effective marketing stems from sharing the experiences and results you’ve already achieved for other clients. Sharing your own experience is great, but most people will want to see that your success wasn’t a fluke and that you can duplicate the results for future clients.
The Four Ways to Get Customers
To borrow from Alex Hormozi, there are only four ways to get customers:
1. Warm Outreach: Reaching out to people who already know you.
2. Cold Outreach: Reaching out to people who don’t know you.
3. Paid Ads: Advertising your services.
4. Content: Creating valuable content that attracts clients.
He recommends getting leads in that order, and in my own experience, this is good advice. To get started, do warm outreach. This means reaching out to people who already know you. If you’re unsure where to start, review all the people you’re connected with on social media and all the contacts in your phone. You’ll probably feel awkward asking if you can coach them, so instead ask if they know of anyone who might be interested in your coaching services. Let them know that you’re willing to do it for free to earn testimonials and case studies.
Here’s a sample message you could send:
Hi (name),
How is (recent thing you know that’s happened in their life)?
I’ve been exploring the idea of offering (type) coaching services and want to get some experience. Do you know anyone who might be interested?
I’d be happy to do it for free to earn testimonials and case studies.
Best,
(Your Name)
Follow Up
After sending the initial message, follow up with a thank-you note. This shows that you’re serious and committed to helping them. Here’s a sample thank-you note:
Hi (name),
Thank you for getting back to me. I appreciate it!
I look forward to hearing from you soon.
Best,
(Your Name)
Be Patient and Persistent
Don’t be discouraged if you don’t get a response right away. It can take time to build relationships and trust. Keep sending messages and following up. Eventually, you’ll find someone who’s a good fit for your coaching services.
Step 3: Build a Relationship with Your Clients
Once you’ve secured your first client, it’s time to build a relationship with them. This involves providing value, listening to their needs, and being there for them when they need you.
Provide Value
Provide value to your clients before they even ask for coaching. This could be in the form of blog posts, videos, or social media content. The more value you provide, the more likely they are to reach out to you for coaching services.
Listen to Their Needs
Listen to your clients’ needs and challenges. This shows that you care and are invested in their success. When they do reach out for coaching, you’ll be better equipped to help them.
Be There for Them
Be there for your clients when they need you. This could be through regular check-ins, progress updates, or even just a listening ear. The more you’re there for them, the more likely they are to stick with you and refer others to your coaching services.
Step 4: Create Marketing Materials
Once you have a few clients under your belt, it’s time to create marketing materials. This could be in the form of a website, social media profiles, or even a book. The goal is to attract more clients who are like your existing clients.
Create a Website
A website is a great way to showcase your expertise and attract clients. Make sure your website is easy to navigate, has clear calls-to-action, and provides value to your visitors.
Create Social Media Profiles
Social media is a great way to connect with potential clients. Share your expertise, engage with your audience, and build a community around your coaching services.
Create a Book
A book is a great way to establish yourself as an expert in your field. It shows that you have the experience and knowledge to help others succeed.
Step 5: Scale Your Coaching Business
Once you have a few clients and some marketing materials in place, it’s time to scale your coaching business. This involves automating your processes, hiring help, and expanding your services.
Automate Your Processes
Automating your processes can save you time and money. This could be in the form of email sequences, social media posting, or even client onboarding.
Hire Help
Hiring help can free up your time to focus on coaching. This could be in the form of a virtual assistant, a marketing specialist, or even a coach trainer.
Expand Your Services
Expanding your services can help you attract more clients. This could be in the form of new coaching programs, workshops, or even a mastermind group.
Conclusion
Getting coaching clients consistently involves defining your ideal client, closing your first client, building a relationship with your clients, creating marketing materials, and scaling your business. By following these steps, you’ll be well on your way to building a successful coaching business. Don’t forget to be patient, persistent, and provide value to your clients. With these principles in mind, you’ll attract the right clients and grow your coaching business.
FAQ
How long does it take to get my first coaching client?
The time it takes to get your first coaching client can vary depending on your niche, marketing efforts, and networking. On average, it can take anywhere from a few weeks to a few months. Be patient and persistent, and you’ll find success.
Can I charge for my coaching services right away?
Yes, you can charge for your coaching services right away. However, it’s important to start with a lower price point to attract your first few clients. As you gain more experience and build a reputation, you can increase your prices.
What if I don’t have any clients yet?
If you don’t have any clients yet, start by offering your coaching services for free. This will help you build a portfolio of work and earn testimonials and case studies. Once you have a few clients, you can start charging for your services.
How do I know if I’m a good fit for coaching?
If you have experience in the area you want to coach, if you enjoy helping others, and if you have a passion for your topic, then you’re a good fit for coaching. Coaching is about helping others succeed, and if you enjoy that process, then you’ll be a successful coach.
What if I don’t have any marketing experience?
Don’t worry, you don’t need any marketing experience to start a coaching business. There are many resources available online to help you learn about marketing. You can also hire a marketing specialist to help you with your marketing efforts. The most important thing is to start and keep learning.
How do I handle objections from potential clients?
Handling objections is a crucial skill in coaching. When a potential client raises an objection, acknowledge their concern and then provide a solution. For example, if a client says they don’t have enough time, you could say, “I understand that you’re busy. Let’s schedule a 15-minute call to see if my coaching services are a good fit for you.” Then, follow up with a thank-you note to show that you’re serious and committed to helping them.
What if I don’t have any success stories to share?
If you don’t have any success stories to share, start by sharing your own experience. Talk about the challenges you’ve faced and how you’ve overcome them. This will help potential clients see that you’re a real person with real experiences, not just a coach with a fancy title. As you gain more clients, you’ll have more success stories to share.
How do I handle difficult clients?
Handling difficult clients is a challenge, but it’s a necessary part of coaching. When you encounter a difficult client, stay calm and professional. Listen to their concerns and try to understand their perspective. Then, provide a solution and follow up with them to ensure they’re satisfied with your services. If the client is still difficult, it may be time to let them go and find a client who is a better fit for your coaching services.
What if I don’t have any ideas for marketing materials?
Don’t worry, there are many resources available online to help you come up with ideas for marketing materials. You can also hire a marketing specialist to help you with your marketing efforts. The most important thing is to start and keep learning. As you gain more experience, you’ll come up with more ideas for marketing materials.
How do I know if I’m ready to scale my coaching business?
You’re ready to scale your coaching business when you have a few clients, some marketing materials in place, and a system for onboarding and coaching your clients. You should also have a clear vision for your business and a plan for how you’ll achieve it. If you’re ready to scale, it’s time to start thinking about automating your processes, hiring help, and expanding your services.
What if I don’t have any ideas for expanding my services?
Don’t worry, there are many resources available online to help you come up with ideas for expanding your services. You can also hire a marketing specialist to help you with your marketing efforts. The most important thing is to start and keep learning. As you gain more experience, you’ll come up with more ideas for expanding your services.
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