"Step 1: Define Who Is (And Is NOT) Your Ideal Coaching Client If you're going to have a doctor perform brain surgery on you, would you hire a brain surgeon or a general doctor? Even if the brain surgeon costs significantly more, you'll still probably select the brain surgeon. Why? You assume that because they're a specialist in your problems, they'll probably do a better job. The same is true for coaching. Coaching clients want to hire specialists, not generalists."
"Therefore, the first step is becoming very clear about the specific problems you solve and the type of person you help. Start by defining two things: The Problem: What specific pain or challenge do your clients have that you can solve? For example, instead of offering "career coaching," maybe you specialize in helping mid-level managers break into executive roles. The Person: Who specifically has this problem? What's their career stage, income level, or demographic?"
Potential clients fail to reach out for three reasons: they don't know you exist, they don't believe you can deliver value, and they don't know how to contact you. Solving each of these problems produces coaching clients. Specialize by defining the specific problem you solve and the exact person you help. Identify the pain or challenge and the qualifying characteristics, titles, and demographics of that person. Position services for people who can pay. Connect with ideal clients, build relationships, and provide such helpful value that they choose to reach out for coaching services.
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