branching out

When you want to increase your visibility, do you prefer writing, speaking or in-person networking? There are many strategies you can use to increase exposure to, and connection with, your target audience, but none is better than… a combination of several!

And although there are several communication channels you could pursue in addition to the ones I’ve mentioned, most marketing experts will tell you that:

1. Writing, speaking and networking are the “Big Three.”
2. The bottom-line success of your business depends on your ability to tap into the ones that play to your strengths.
3. The more communications vehicles you weave together effectively, the greater the chance of your business succeeding.

As you consider how to make the best use of this information, here are some questions you can ask yourself: Read the rest of this entry »

Although there are numerous reasons a client might respond to a question with “I don’t know,” many of them seem to fit into one of three categories:

1. They’re lost or don’t understand the question.
2. They’re overwhelmed by the number of answers that occur to them.
3. They’re afraid to acknowledge the truths that surface (for example, they might not trust they have the resources to handle “going there”).

As a coach, the first two items are fairly straightforward to address. You can:

1. Ask where they got lost, and if necessary, repeat, paraphrase or dismantle the question.
2. Invite them to sit with the uncomfortable feeling and notice what comes up. Reflect and validate what surfaces; then help them lean into the wisdom of higher self or a series of perspectives. This often provides enough clarity and insight to reveal best next steps.

The third situation, however, can feel murkier. Read the rest of this entry »

Do two or more people in your network share a common concern?

Do you have a topic in mind that would compel a
small group to get together and address it?

Do you know a virtual or physical “place” your ideal clients spend
time, where you could mention a group you’re starting?

If you answered yes to any of these questions, you could start your own group coaching program today.

When I first mention group programs, many coaches are intimidated. But group coaching doesn’t have to be complicated or scary. Here are a few tidbits I share with clients, as they begin to plan for their first group Read the rest of this entry »

Tough economic times can make it a challenge to keep your business thriving. But most coaches can agree there’s still work out there for coaches who market well and deliver results. Whether new coach or vet, however, every coach eventually encounters a prospect who responds to their program with “It sounds fantastic, but I can’t afford it.”

What’s the best way to deal with this issue?

If we re-evaluate how we structure a sample session, in most cases, we can avoid the issue altogether Read the rest of this entry »

You may have heard it before, but it bears repeating:

• The more exposure you get, the more relationships you forge. The more relationships you forge, the more people get to know, like and trust you.
• A potential client who comes to know, like and trust you has just become a qualified prospect.

Why do we hear this over and over? Because many coaches get too little exposure to effectively fill their marketing pipelines. And that directly affects their bottom line. In fact, the most common complaint I hear from my clients is that they have to spend way too much time and money on marketing just to maintain a steady stream of prospects (let alone actual paying clients!).

It’s fair to assume coaches have to spend *some* of their resources on marketing efforts, but if it gets to be “too much,” it’s probably a sign that the ways you’re marketing aren’t efficient enough – that is, they have too high a cost for each lead they bring in.

Fortunately, it doesn’t have to be this way.

About Lunch-and-Learns

Also known as “Brown Bags,” or “Noontime Academies,” Lunch-and-Learns are short, easy, get-your-foot-in-the-door presentations you offer inside the four walls of a target organization. You make a brief, lunchtime presentation to the people you hope to work with, based on topics that address their core concerns.

The goal of the presentation, which you’d typically give for free (or nearly free), is to inspire enthusiasm for your services from inside the organization’s ranks. Since you provide value directly to your potential clients, the company benefits by getting a small (but meaningful) sample of your services at little to no cost.

Here are some tips for making your sessions most effective: Read the rest of this entry »

Sadly, it happens far too often – sooner or later, a client misses a payment. And further, it seems to happen most often to new coaches. Why? Because until you’ve had a client pay late (or not at all), you probably won’t see it coming. After all – your relationship with the client is built on a very deep trust.

But as customers, your clients are used to most of their payment arrangements being flexible – those that must be paid on time are probably paid “automatically” these days.

Once a client does “forget,” the situation can get downright awkward. And whether you think you’re “counting on” your coaching income yet or not, you don’t have to be making very much to miss this money when it fails to show up.

The good news is you can avoid this situation almost entirely by following a few simple rules: Read the rest of this entry »

Imagine walking through your favorite shopping district and seeing a new clothing store. From the outside, it looks great – fancy sign, grand opening banner, even a friendly staff member greeting customers at the door.

Once inside, though, you notice that they only sell ultra-high-end unisex tracksuits. They’re really sleek, and they feature high-tech wicking fabrics. But you only go to the gym once a week, and you’re not quite ready for that kind of investment yet. If only the store was prepared to let you “start small,” you might become a loyal customer – maybe one day you’d even spring for one of their high-tech, high-priced wonders.

Many coaches have exactly this sort of problem as they get started. Despite a clever business name and a snappy website, clients aren’t knocking at their door. Why not? Read the rest of this entry »

I’ll admit it took me a while to get on this bandwagon. The idea of an autoresponder always seemed impersonal, cold and a little overwhelming.

What Autoresponders Are (and Aren’t)

Even if you’re not familiar with the term “autoresponder,” you’ve almost certainly been exposed to them, since they’re a foundation of many companies’ email marketing strategy.

There are two basic types of automated email communications you can send to your mailing list:

• Broadcasts are sent to the entire group of recipients at the same time
• Autoresponders are sent to individual members of your list based on a “trigger” event (such as the date they signed up or the date they purchased a product)

Broadcasts, which are aligned with the calendar, are great for monthly tips, newsletters or special offers that are tied to a specific date.

Autoresponders are aligned with the customer, not the calendar – so they’re ideal for communicating timely messages relating to individual sales.

Why Do We Need Autoresponders?

Marketing folks teach us that a customer goes through a fairly predictable sales cycle before they’re ready to buy. Most sales leads become buyers in a process similar to the following: Read the rest of this entry »