Developing A Marketing Mindset Part Two

Developing A Marketing Mindset Part Two



In a​ previous article we discussed the​ distinction between an​ Influencing Paradigm,​ and a​ Service Paradigm,​ to​ marketing your coaching business. We discussed how marketing your business is​ both ethically valid and commercially crucial,​ and how marketing is​ a​ critical process in​ achieving your coaching objective of​ having a​ positive impact on​ the​ lives of​ others.

To quickly surmise,​ we explained that people with an​ Influencing Paradigm mindset perceive 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.

People from the​ Service Paradigm school of​ thought accept 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.

To be a​ successful coach,​ or​ in​ fact successful in​ any business,​ it’s critical that you​ embrace a​ Service Paradigm mindset toward your marketing.

In this article we’re going to​ further explore exactly how you​ can develop a​ Service Paradigm marketing mindset.

Before we can begin to​ discuss how you​ can develop your Service Paradigm mindset,​ let’s look at​ some of​ the​ characteristics. Coaches with a​ Service Paradigm recognise that to​ assist clients meet their objectives,​ they need to:

- Recognise that everyone in​ business is​ in​ the​ business of​ marketing. Without clients they’ll have no one to​ deliver their services too and hence no one to​ assist.

- Actively promote their services through compelling advertising that clearly describes what they can offer clients.

- Ethically promote their services with vigilance.

- Recognise the​ cycle of​ life of​ their prospects and regularly promote their services for as​ long as​ prospects allow.

- Understand that hey are often in​ a​ superior position of​ knowledge to​ ascertain what their client needs to​ assist them attain their goals.

- Be empathic to​ the​ needs of​ clients and actively offer solutions to​ them through various products and services.

- Value their client’s intellect and decision making ability.

- Not pre-empt their client’s wants and hence limit the​ range and scope of​ products and services they offer them.

- Always acts as​ an​ ethical adviser.

As a​ coach,​ to​ outwit your competitors you​ must create a​ niche; and to​ build a​ successful business you​ must attain a​ Service Paradigm marketing mindset.

To develop your Service Paradigm marketing mindset:

1. Be determined to​ succeed. you​ need to​ be absolutely determined that you’re going to​ succeed. if​ you​ just want to​ succeed,​ but you’re not willing to​ go the​ extra mile,​ you’ll get swept aside by those that are more determined. if​ you​ are truly determined,​ you’ll be confident and this confidence will automatically show in​ your business and be transparent to​ prospective clients,​ peers and the​ general public. Prospective clients will want to​ be associated with you,​ and clients will want to​ continue their involvement.

2. Persevere. Coaches with a​ marketing mindset embrace challenges as​ part of​ life and part of​ business. if​ you​ perceive challenges as​ impassable barriers you’ll never develop a​ marketing mindset. It’s crucial you​ accept you’re going to​ confront hurdles as​ part of​ business. How you​ perceive these hurdles,​ as​ opportunities or​ barriers,​ will drastically influence your level of​ success. Perseverance is​ a​ key ingredient in​ developing a​ marketing mindset.

3. Remain positive. Literally nothing destroys a​ marketing mindset more than a​ negative attitude. a​ marketing mindset is​ a​ ‘can do’ attitude. Faced with the​ same challenge,​ the​ coach with a​ positive ‘can do’ marketing mindset will find a​ way; the​ coach with a​ defeatist attitude will submit and fail.

4. Set Goals. as​ a​ coach this is​ something you​ should know a​ lot about. Set yourself specific,​ achievable,​ stretch goals.

5. Plan a​ strategy. Establish a​ specific plan of​ action to​ attain your goals. Identify what resources you’ll need and the​ possible challenges you​ may confront.

6. Implement your plan. This is​ the​ most difficult part. Implementation of​ your plan. Modify it​ where required,​ change your goals as​ others are attained,​ modify your plan if​ flaws are perceived,​ but always continue implementing. Non-action is​ the​ precursor of​ business failure. if​ you​ continue to​ implement,​ your business will always sustain forward momentum. if​ you​ have momentum,​ your direction (goals and plans) can always be adjusted.

7. Keep marketing. Your success or​ failure hinges on​ your marketing. Always maintain your marketing mindset. Always be focussed on​ marketing. It’s a​ common trap to​ get caught up in​ the​ day to​ day ‘operation’ of​ your business and put marketing aside. This is​ a​ recipe for disaster. How effectively you​ market will be the​ most influential determinant on​ the​ success (or otherwise) of​ your business. Marketing is​ not difficult or​ confusing,​ but it​ does require significant ongoing diligence and attention. the​ moment you​ lose focus on​ marketing your business is​ the​ moment your business performance will suffer.




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