A lot of coaches come into my programs with a story about why they don’t have enough clients.
…. People out there just want free help. Nobody actually wants to invest in coaching…
… I am way too heart-centered to charge for my work. I just want to help others, even if they can’t afford me…
… I’m just a one-person show. I can’t afford to run ads or hire a team. So, there’s only so much I can actually do to promote my business…
Here’s the funny thing… I see these obstacles just melt away when my students develop clarity in four core areas.
- Clarity of People you feel called to serve so your referral ambassadors can easily identify the best people to send your way and your dream clients will know it when they meet you.
- Clarity of Price so you don’t get wiggly when it comes to present a powerful invitation in enrollment. And you KNOW that what you’re offering will truly serve your client.
- Clarity of Packaging and structure of your offerings so you don’t get bogged down with too many offerings, too many options.
- Clarity of Power of the transformation you provide. That way you can communicate the value of coaching with you when you request referrals. Your clients will experience it inside your discovery conversations. And you can stand in that power when you present the invitation to continue your work together.
Over the next four posts, I’m going to take a deep dive into each of these four areas to help you get the clarity you need to bring in the clients you desire.
Let’s kick things off with the first P…
In other words… knowing who your dream client is, the results you help them achieve, and how to talk about those results in a way that magnetizes new clients to you.
Without a clear vision of exactly who you help AND a concise way to talk about the work you do, you’ll create confusion.
And… a confused mind says no.
Let me show you what I mean…
A student of mine (let’s call him Mike) asked 26 different people for referrals into his coaching practice. Yet, not one of them said yes.
When I reviewed Mike’s Dream Client Power Statement (that’s the term I use to describe what some might call an elevator pitch), I knew precisely why he couldn’t bring in a single referral.
Mike’s message was totally unclear. It was vague. It spoke in broad terms rather than concrete results. And, it didn’t lean into any pain.
So, Mike and I got to work crafting a clear and compelling Dream Client Power Statement that spoke to the heart of the results he helps his clients create.
And wouldn’t you know it… our friend Mike asked the same 26 people for a referral redo.
15 of them sent referrals his way and Mike went from zero clients to 9 in a matter of about two weeks.
Pretty inspiring stuff, right?
Another student I’ll call Jen had a similar experience.
Jen, a health coach, said that filling her coaching program was like pulling teeth even though her mailing list hovered at around 6500 subscribers.
When I asked Jen to describe the results of her program, she focused on body love, vitality, and self-confidence, which are all admirable things to aspire to.
But, what about the pain?
Jen never spoke about the shame, self-hatred, or sluggishness her clients felt before her program. Her marketing focused solely on rainbows and unicorns, which just isn’t that motivating.
So we switched up Jen’s Dream Client Power Statement to focus much more on the shame her clients felt about their bodies.
Guess what happened?
Jen booked 14 discovery sessions off of one email and enrolled 9 new clients, which brought in the most revenue she’d ever made in a seven day period.
Are you hungry to craft your own Dream Client Power Statement yet?
I thought so…
This could very well be my favorite part of the Client Surge training and it’s a tiny bit involved. But let me get you started today.
Think about 3-5 of your favorite clients. If you haven’t had clients before, no problem. Think of 3-5 people you’ve helped.
Then answer the eight questions below for each of those clients.
1. Describe what you admire or appreciate most about this client.
2. What desire did they have when you began your work together? What goal were they working toward?
3. What were they not willing to tolerate in order to accomplish this goal? Did they have any non-negotiables?
4. Describe their current status. What was life like before working with you?
5. What obstacles did they face (internally and externally)?
6. What results did you help them achieve?
7. What was the benefit of each result?
8. What was the reward of each benefit? Go deep here and get to the bigger transformation your client experienced. How was their life changed?
Once you’ve answered all eight questions for each client, look for themes.
Pulling your themes together, craft your Dream Client Power Statement that describes who you work with, what they want, and how you help them without compromising their non-negotiables.
Want an example? Here’s my Dream Client Power Statement:
I help coaches find clients without any marketing gimmicks. If you want to stop spinning your wheels, burning out, or doubting yourself, I can help you attract quality leads and sell without being salesy so you can make more money and help more people.
Clear, concise, result-driven, pain pointing. Done and done.
Now it’s your turn.
Give it whirl and try creating your own jazzy Dream Client Power Statement. Then, head on over to our Coaches on a Mission Facebook group to tell me how it goes.
Good luck out there!