Part 1 explored a common approach to growing a coaching business. Part 2 explains why that approach doesn't work.
3 Inconvenient Truths About Growing a Successful Coaching Business
Truth #1: Customers don't care who you are, what you're passionate about or how much you want to help them.
Well, they might care at some point, but trust me, they don't care about any of that yet. They mostly care about who THEY are and what THEY'RE passionate about, and they care about being, doing or having _________________ (fill in the blank with whatever your target market's common agenda is).
Truth #2: Customers don't care about what coaching is or how it works.
They care about their agenda and the major headache it's causing
them. And if the headache is big enough to warrant spending several
hundred dollars, they're going to want a guarantee that your approach,
whatever you call it, actually WORKS.
Truth #3:
Customers don't spend hundreds of dollars on coaching as soon as they
see your website, meet you at a breakfast or read your newsletter once
or twice.
They hire you ONLY after they feel confident that you're worthy of their trust, which usually happens 1) after they've gotten to know you over time, and 2) after they've 'kicked the tires' (i.e., after they've sampled your products and services, either personally or vicariously through referral or testimonials.)
Next time: An approach that works! (Part 3)
