Developing A Marketing Mindset Part One

Developing A Marketing Mindset Part One



Most coaches get involved in​ coaching for one extremely compelling and valuable purpose – because they want to​ make a​ positive impact to​ the​ lives of​ others.

As a​ coach,​ the​ extent to​ which you​ are able to​ fulfil that objective is​ contingent upon two factors. Firstly,​ your skill and effectiveness as​ a​ coach; and secondly,​ on​ the​ number of​ clients you​ are able to​ affect through the​ application of​ your services. the​ purpose of​ this article is​ to​ focus on​ the​ second factor.

In the​ process of​ assisting people,​ it’s also possible for coaches to​ develop a​ fruitful lifestyle for themselves along the​ way. in​ fact,​ these objectives are entirely complimentary.

Many business people,​ including coaches,​ fail to​ recognise the​ important ethical role that marketing plays in​ their business. in​ doing so they develop a​ mindset that is​ self defeating to​ themselves,​ their business,​ and their clients.

As a​ coach,​ you​ are in​ business. How effectively you​ operate your business is​ entirely contingent on​ you. There are enormously successful coaches (in terms of​ client numbers,​ income and coaching outcomes),​ and coaches that are barely able to​ etch out a​ living. the​ difference between these extremes is​ not their coaching competency,​ but rather their mindset. you​ may be an​ incredibly skilful coach,​ but unless you​ have people willing to​ use your services,​ your skills are of​ little to​ no value.

So what mindset does it​ take to​ be a​ successful coach?

A successful coaching mindset:

- Puts the​ needs of​ prospects and clients first;

- Actively seeks to​ assist clients attain their objectives;

- is​ empathetic to​ the​ needs of​ clients and prospects;

- Doesn’t limit the​ service offered to​ clients,​ and

- Acts as​ an​ ethical adviser.

It takes a​ Marketing Mindset to​ be a​ successful coach.

We regularly hear of​ coaches that feel as​ though marketing is​ ‘leading’ and ‘unethical.’ They feel as​ though it’s too ‘salesy’ and don’t feel comfortable with it. For those coaches,​ we’re going to​ explain why marketing is​ both ethically valid and commercially crucial.

Ethical Validity

There is​ an​ enormous (and growing) volume of​ people in​ society that would benefit from coaching services. Let’s call these people prospective coaching clients,​ or​ prospects. These prospects have specific goals they’d like to​ achieve,​ or​ challenges they’d like to​ overcome,​ with a​ view to​ leading a​ better and more fulfilling life.

As a​ coach you​ have a​ certain duty of​ care to​ assist these people. you​ can only begin to​ assist them once they’re utilising your services. Marketing is​ the​ link between the​ prospects desire and your ability to​ assist them fulfil their desire.

Marketing only becomes unethical in​ the​ circumstance that you​ are not able to​ fulfil your marketing promise to​ your client. in​ this instance you’ve misled your client,​ either knowingly or​ unknowingly,​ and have acted unethically.

On the​ premise that prospects will seek a​ coach to​ assist them attain their specific goals,​ it’s the​ ethical obligation of​ coaches to​ help prospects select a​ coach that will best be able to​ assist them. to​ do this coaches should fully,​ comprehensively and transparently disclose to​ prospects what services they offer; where their specialties lie; what experience they have; how they’ve assisted people with similar desires in​ the​ past; and how using their services will benefit them. or​ to​ state it​ more simply,​ to​ undertake marketing.

Commercially Crucial

Marketing is​ commercially crucial because it​ links prospects that desire a​ certain outcome with skilled professionals trained to​ assist them achieve that outcome. it​ identifies you​ as​ someone that may be able to​ assist prospects with their pre-qualified needs. By seeking out information on​ coaching services,​ prospects have already identified for themselves:

1. That there are certain things in​ their life they’d like to​ attain or​ challenges they’d like to​ overcome.
2. That a​ coach is​ a​ person with the​ requisite skills and experience to​ assist them.
3. That they are willing to​ invest financially in​ the​ process.

The above is​ an​ extremely important point,​ and one that coaches need to​ accept.

As we explained earlier,​ coaches generally come from one of​ two schools of​ thought with respect to​ marketing.

The first school of​ thought perceives marketing to​ be ‘leading’ and ‘salesy.’ They come from the​ paradigm that by marketing you​ are proactively influencing someone in​ their decisions. or​ specifically that you​ may make someone do something they would not otherwise do. We call this train of​ thought the​ Influencing Paradigm.

The second school of​ thought accepts that prospects are people that have identified for themselves their need to​ invoke change. And they’ve identified that a​ coach will assist them make that change. They recognise that the​ prospect has made the​ intellectual link between their needs and how they want those needs to​ be fulfilled. We call this train of​ thought the​ Service Paradigm.

The thought processes of​ these two perspectives are entirely dipolar. One positions the​ prospect as​ someone reluctantly influenced into utilising a​ service,​ and the​ other positions the​ prospect as​ a​ proactive individual capable of​ determining their needs that has actively sought out coaching services.

As a​ coach,​ it’s critical that you​ put yourself in​ the​ second paradigm of​ thinking. Only then will you​ be able to​ ethically fulfil your objective of​ assisting your clients. And only then will you​ be able to​ fulfil your symbiotic goal of​ building a​ successful coaching business.

By putting yourself in​ the​ Service Paradigm of​ thought you​ will recognise that to​ assist clients meet their objectives,​ you​ should:

a) Actively promote your services through compelling advertising that clearly describes what you​ can offer clients.

b) Understand that as​ a​ coach and a​ trusted advisor you​ are often in​ a​ better position of​ knowledge to​ ascertain your client needs to​ assist them attain their goals.

c) Be empathetic to​ the​ needs of​ your clients and actively offer solutions to​ them through various products and services.

d) Value your client’s intellect and decision making ability.

e) Do not pre-empt your client’s wants and hence limit the​ range and scope of​ products and services you​ offer them.

f) Always acts as​ an​ ethical adviser.

Once you​ embrace the​ Service Paradigm to​ marketing,​ you’ll realise that marketing provides you​ with a​ much greater opportunity to​ fulfil your primary objectives – to​ assist your clients,​ and to​ build a​ successful coaching business. These objectives become complimentary and you​ create a​ truly win-win situation between the​ desires of​ your clients and your own desires.

In the​ second part of​ this article we’ll provide you​ with further information on​ how to​ develop your Marketing Mindset and a​ Service Paradigm.

While an​ individual would like to​ improve an​ aspect or​ certain aspects of​ their life so they can achieve a​ specific goal,​ or​ set of​ goals.




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