Author : Alan Boyer
This is article #3 in the series on Coaching as a business.
Article #1--"Is Your Coaching Business as Successful as You Thought It Would Be?"
Article #2--Learning What Makes It Successful
(Click on the link at the bottom of this article to view the previous articles).The biggest problem is that most coaches don't treat their coaching as a business, therefore they either never make it profitable, or they never make it successful enough to live on. Very few make even $20K in their first year. This is how to turn that around and make as much as you want.The previous article gave a formula for running your business that guarantee the bottom line every time, IF and only if you deliver the critical steps which will be covered in other articles of this series.Marketing and Lead Generation
So, let's get to marketing and lead generation that will not just deliver a little, but can deliver a lot. There is a big difference between what most people do in marketing and what can deliver explosive results.In the first half of this article I'm going to build a list of tactics that work for coaching. In the last half we'll develop a structure for a direct marketing piece that delivers very significant results.There are a lot of ways to market coaching:
Networking (with chambers, trade associations, in your social events, power networking events, BNI (Business Network International) and others)
Seminars (doing seminars jointly with chambers, with clients, with BNI groups, trade shows)
Speaking engagements (with the same groups as the seminars)
Direct Mail (My favorite, can be marketing for an appointment, or for seminars, or for speaking engagements)
Cold callingI could do an article on each and every one of those. Instead I'm going to show you how to pull those together for marketing your seminars. The general principle could be used for any other strategy. Just make sure that you build a strategy and THEN GO DO IT, and track your measurable results.For, me, I send a postcard a month to 1,000 people, get approximately 50-60 phone calls, which results in about 25-30 warm bodies in the seats, which results in 10-15 clients (either groups or individual coaching clients). And those that don't become clients DO become word of mouth referrals--I see to it. Total cost $330 for the mail, plus meeting room rent (sometimes free at a restaurant). That means I spent $330 to get 10 clients, or my cost is $33/client (a very acceptable and very critical measurement you MUST know and manage).I also generate seminars by partnering with chambers to do joint seminars (ranging from free to $29.95 that the chamber keeps, and they provide the room). In this case I market it, generate a room full of people (chamber events will generate even higher returns on investment as people respond even better to the chamber). The chamber loves it because of the traffic they get, and no other speaker delivers the quantity and quality. (What I will show you below and in future articles will put you into that category).What generates these kinds of numbers?The key thing you will need to know to put into your marketing is…..
Don't talk about you,
Don't talk your product, or what you do….
Only put down one key thing….measurable bottom line results that someone will get from attending the seminar.I'm not going to go into depth here, except to re-iterate, find the measurable result that you deliver that someone really, really wants. Using my business as an example:
I could talk about my product "business coaching" but very few understand that or buy it…believe me!
I could talk about my benefit – growing a business. Somewhat better, but not powerful.
I could talk about what is unique about me – "I deliver results, not just training like everyone else."
But when I can take both of those and turn them into a measurable result, such as "most of my clients double their business in weeks!" marketing response rates jump 5-10 times more.Key point: People buy you based on "perceived value." If you allow them to find that value on their own, they will wander and not arrive at your real value. When I say "I grow businesses" that could mean almost anything. But when I say I "double business in a matter of weeks" I have defined the value in dollars and cents to them. Now there is no question what I am worth.What about Life Coaches? What are your measurable results? I frequently have life coaches point out that what they do isn't measurable, at least they THINK it isn't. It is.Do life coaches help people find what is most important to them? Helping people find ways to spend more time with families (how many hours, how much time has been lost due to misdirection or improper business or life planning). What is the most important thing in their life, in their families, in relationships, ethics, spirituality, general success in life? Find the measurement and point that out to them!So, find your measurable results!!! Make sure it is true! And then find a way to say it.
Find your
Average results – then say "Typically my clients get ….
Minimum you've every done—then say "a client has never gotten less than…", or "I will guarantee that you will get at least …."
Maximum results you've ever gotten – then say, "I've even seen a client get…."
(Check out my article on "30 Seconds to Explosive Networking and Sales" on EzineArticles.com for more details on how to build an explosive 30-Second Elevator speech, and then use that in EVERY marketing piece you do. It works!)Now let's put that powerful statement into a postcard or sales letter that will deliver 5% and many times MORE. If you send postcards, and if you've hit the measurable result that someone really wants it will deliver.Watch for the next article in the series in a few days: Coaching as a Business Series – Postcard Marketing That Delivers 50-60 New Clients a Month.If you haven't been reading the other articles in the series, click back to Coaching as a Business Series --Learning What Makes It Successful to get get up to speed.Alan Boyer, coaches coaches to success. Coaching SuccessHe is looking for other coaches to work with him, under him, and will coach a few of them (for free). His goal is go build a network of highly successful coaches by showing you what works. In that model, he succeeds only when you succeed.If you are interested contact him at 816-415-8878, or go to his website at http://www.leaders-perspective.com/small-business-help.aspx
Keyword : coaching, business, coach, successful
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