Even if you’re the very best coach in the world, you won’t get clients if potential clients who want your solution: Don’t know you exist Don’t realize (or believe) that you can deliver value to them Don’t know how to contact you These are the reasons potential clients aren’t reaching out to you right now. The good news is that if you can solve each of those problems, you’ll get coaching clients. 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.
Step 1: Define Who Is (And Is NOT) Your Ideal Coaching Client
If you’re going to have a doctor perform brain surgery on you, would you hire a brain surgeon or a general doctor? Even if the brain surgeon costs significantly more, you’ll still probably select the brain surgeon. Why? You assume that because they’re a specialist in your problems, they’ll probably do a better job. The same is true for coaching. Coaching clients want to hire specialists, not generalists.
Identify Your Ideal Client’s Problem and Demographics
The first step is becoming very clear about the specific problems you solve and the type of person you help. Start by defining two things: The Problem: What specific pain or challenge do your clients have that you can solve? For example, instead of offering “career coaching,” maybe you specialize in helping mid-level managers break into executive roles. 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.”
Create an Anti-Client List to Repel the Wrong Clients
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, and it will help you repel those who do not fit your ideal customer profile. 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. 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.
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.
New Coaches, Focus on Closing Your First Client
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.
Conclusion
Getting coaching clients consistently is not as complicated as most coaches make it out to be. By understanding who your ideal client is and by being deliberate about who you work with, you can start to market yourself as a specialist and land clients who are willing to pay premium prices for your coaching services. Just remember, start by focusing on closing your first client, and you’ll be well on your way to a successful coaching business.
Frequently Asked Questions
Q: I don’t have any experience as a coach. Can I still become a coach and learn as I go?
A: While it’s possible to learn as you go, having some experience in the field you’re coaching in is highly recommended. This will help you better understand the challenges and obstacles your clients are facing, and you’ll be able to provide more targeted and effective coaching services.
What’s the difference between a specialist and a generalist in coaching?
A specialist is someone who focuses on a specific area of coaching, such as career coaching or executive coaching. A generalist is someone who offers a wide range of coaching services, including areas where they may not have as much experience. Being a specialist can help you stand out and attract clients who are looking for a coach with a specific set of skills and expertise.
Statistic: Coaching Clients Want Specialists, Not Generalists
A study by the International Coach Federation found that 75% of clients prefer to work with a specialist coach, someone who has expertise in a specific area of coaching. By focusing on a specific area of coaching, you can differentiate yourself and attract the type of clients who are looking for a coach with a specific set of skills and expertise.
Pros and Cons of Being a Specialist Coach
Pros:
• You can charge premium prices for your coaching services
• You can attract high-end clients who are looking for a coach with expertise in your area
• You can differentiate yourself from generalist coaches and stand out in a crowded market
Cons:
• You may have fewer marketing opportunities and less exposure
• You may have to turn down clients who don’t fit your specialization
• You may have to continually educate yourself on the latest developments in your area of specialization
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