Marketing Your Coaching Business | WEBCLASS
The virtual coach training helps you master every aspect of the business model and there are various bonuses to help you in other areas but when you combine it with my 7 ideals, this is when things really take off.
Enroll in the virtual coach today before the deadline and let me apply the methodology to your business and crash the markets with our secret weapon (a special form of live events that doesn’t exist).
Building a Coaching Business Workshops
We discussed coaching so much these days and how beautiful it is as a business model, and how great the potential and the statistics are, and that 1,000’s of coaches are very successful and making an impact on people’s lives…all these things are amazing…
but let’s put theory into practice and build a coaching business in real-time.
I’ll go through Eben Pagan’s training material and my “7 Ideals” methodology. I’m going to use a host of frameworks and techniques to identify my very targeted audience online, develop my coaching voice and packages and various offers, produce content and presentations, attract prospects into my world, discuss with them, and hopefully get them to commit to my services.
Exciting times, are you ready to build a coaching business in real-time with me?
Let’s get started…
Building a Coaching Business Workshops
Building a Coaching Business Workshops
Building a Coaching Business Workshops
So let’s build a coaching business in real-time and we’re going to use 2 methodologies for this project.
The first is Eben Pagan’s training material and resources. We’ll go through the report, how to become a virtual coach, the 6-figure coaching business blueprint, the client-getting scripts, the 4-part video training series that consists of”
- The coach’s secret
- Charge what you’re worth
- Grow your coaching practice
- The #1 skill of high-paid coaches
And the get clients event that’s happening on Dec 6th and 7th, Monday and Tuesday, and the virtual coach premium training program.
And the second is my own “7 Ideals” methodology and we’ll use this to:
- Identify a targeted audience online
- Develop my coaching voice, packages, and various offers
- Produce content and presentations
- Attract prospects
- Get them to commit to my services
And this is the main framework of the methodology. There are 7 phases that we call the “7 Ideals”:
- 7ID Zone
- Big IDeas
- The 7 I(deals “Machine”
- The 7 “IDols”
So the first thing we want to do is to read the report “How to become a coach” by Eben Pagan that’s an introduction to the world of coaching.
You will find the report after downloading the 6-figure blueprint or the client-getting scripts. You’ll receive an email from Eben to access the 4-part video training, the report, and an invitation to the “Get Clients Live Event”.
I recommend that you download all the resources and follow up with me.
Report: How to Become a Virtual Coach
Now, in the report, Eben discusses the power of coaching, he gives some interesting statistics, he shares some of his experiences, he shows the benefits of the business model, and this is the most important part, this is an exercise, that will give you direction, you want to choose a sub-niche of the market, you won’t be coaching the whole population, you want to choose a direction, and Eben categorizes the coaching business in 3 main categories and one extra category.
So, there are 4 types or categories if you will, and these are:
- The physical genius
- The relationship genius
- The business genius
- The spiritual genius
And he says…
I believe that each of us is born with a unique personality or a “unique genius.” There are 3 main types or categories of genius to consider: Physical Genius, Relationship Genius, and Business Genius.
There’s also a fourth kind of genius that can potentially apply to all domains of coaching, and that is what we might call spiritual genius. Which of these categories of genius do you feel best describes you?
So, if you want to choose your direction, you’ll go through this exercise.
Let me quickly read what Eben says…
As a physical genius, you tend to be naturally good in and around the physical world, being in your body, working with your hands, building things, health, and often organization. Physical geniuses tend to be naturals with sports and many hobbies. If this describes you, write down the area where you feel that you have a physical gift.
Relationship genius: As an emotional genius, you understand the emotional aspect of life, how people relate to each other, and the importance of connection. It’s obvious to you how social dynamics work, and you find yourself naturally concerned with how others feel. If this describes you, write down what you notice most about feelings and relationships.
As a business genius, you intuitively understand the domain of business and money. You’re good at identifying opportunities, creating products and services, and doing marketing. You can look at a business, and see how it can be improved instantly, without trying. If this describes you, write down the areas of business and money where you most often see opportunities for improvement.
As a spiritual genius, you have an intuitive or natural sense of something beyond what we see, feel, and experience. An energy, a force, or a spiritual being that transcends and unites all form and all life. If this describes you, write down the opportunities for spiritual growth that you see when you interact with others in your life.
Use this exercise as the foundation to target your ideal coaching niche next.
So, I believe my genius areas are 2, the business genius and the spiritual genius. I’m not so a physical or a relationship genius, so, if I had to choose, I would choose the business genius, and as Eben says you can use the spiritual genius as a layer because it can potentially apply to all domains of coaching, so I’ll go through this exercise right away. We want to describe areas of business and money where I see opportunities for improvement and opportunities for spiritual growth that I see when I interact with others in my life.
So, I’ve gone through this exercise:
For the business genius I wrote down:
- Entrepreneurial excellence
- Asset exploitation
- Understanding people’s needs
as opportunities that I often see in the business and money world and I’ll go through the spiritual genius direction at a later time. I want to focus right now on the business genius direction
Let’s focus on that and we can come back at a later time, there’s no reason to rush things right now.
So, we’ve gone through the report, now I have direction, on the business side of things, besides, this is what I already do, so it’s easier for me to express myself and transcend my knowledge in the domain of business.
So, let’s move on to the next step of Eben’s methodology.
The 6-Figure Coaching Business Blueprint
The next step is the 6-figure coaching business blueprint. We want to study this report.
So let me go through this and let’s note down the most important things and I’ll be building the slide right now as we’re reading this report.
The subheadline is what top coaches do to earn $10,000 – $100,000 per month.
And this is the advertisement for the “Get Clients Live Event” that’s happening on Dec 6th and 7th. It’s free to attend, and there are 15 coaches who already have built 7-figure businesses and will help you get clients.
So, this is where the report starts:
High-paid coaches know something that low-paid coaches don’t…
This is because people don’t buy coaching. Instead, they buy the result that they want to achieve.
This is key.
We want to note that down.
The “Branded Results Package”:
To be a successful coach, it helps to have a high-priced package that you offer, that helps a client get a successful result. I call this approach the “Branded Results Package.” It’s a way for you to offer your coaching services in a way that comes across as very, very high-value to your client.
Examples of branded results packages:
- The “Lose 20 Pounds in 90 Days package.”: immediately the client knows what results to expect, and this is in unison with the first note, that people buy results
- The “Find Your Soulmate package.”
- The “Launch Your Business package.”
It’s a package that gets your client the results they want. And it’s the kind of thing that clients will invest real money in.
So, it’s all about results, we want a “Branded Results Package”, we have these examples that will help us when we’re building the landing page, so let’s note it down.
So, let’s move on.
The “Community Garden”.
Another thing that great coaches do to build their coaching practices is that they look at their social group and associates… their business and personal contacts…essentially like a garden or a farm that they’re taking care of and cultivating. Successful coaches see themselves as a “horticulturist for the garden of their social group.”
When you’re a gardener you’re always listening for when someone in your network, your associates, your friends, your family… when someone has a need…and then following up. A health coach might be moving through the world… and they’re listening for
when people say things like, “I need to lose some weight. I’m feeling low energy. I haven’t been sleeping well.” They listen for this, and when they hear it, they follow up the next day and they say, “Hey, yesterday I heard when you said that you are not sleeping well and you want to lose some weight. Let’s do a phone session and I’ll help you make a plan to lose the weight.” This is the way to get an appointment with a prospective client.
Eben clearly describes that in order to be a successful coach, you need to be a good listener. It’s also one of the most common characteristics of successful entrepreneurs. Listening, when you listen, you spot problems that people have, and you come to the rescue and he uses a script to describe the way that you can say things. You show interest in the beginning, you say that I heard that you’re not sleeping, and you want to lose weight, let’s do a phone session and I’ll help you make a plan.
You don’t mention that you charge anything and in this appointment, there’s a certain process that you’ll go through to convert the prospect into a client.
We want to note down the community garden phrase, good listener, caring, get in touch the next day with a soft script. So, we know it’s an approach where we want to build first relationships, it’s important, we don’t want to sound salesy, or demanding right away and let’s move on to the next section.
2 things high-paid coaches do:
There are two things that high-paid coaches do consistently, that act as the fuel for the engine of their business…Six-figure and seven-figure coaches set aside time every day and every week to get clients. And there are kind of two main ways that coaches in today’s environment get clients.
One way is direct outreach.
They call people who would be good prospective clients or people who could introduce them to good clients. And they take time to do this regularly, to do those live conversations, live phone calls, live video meetings.
The next thing they do is create content.
Content is newsletters, blog posts, videos, podcasts, etc. where you are taking your experience, your knowledge, even conversations, and you’re putting that out into the world in a recorded format – so that other people can get access to your knowledge, and benefit from it.
And we’re going to do both, we want to call and reach out to people on our own and we want to create content and attract people into our world and Eben uses both outbound and inbound marketing techniques and this is absolutely recommended.
And I use both approaches in my marketing and my business.
So, let’s note that down.
Client-hour and content-hour is the next section.
In the Virtual Coach and in our Virtual Coach Accelerator, we teach what I call “Client Hour” and “Content Hour.” The strategy is to take one hour each day to do direct outreach and talk live to prospective clients.
It’s all about practice. If you’re not practicing, you’re not gaining the confidence that you need, everything in life needs practice, you know that.
This means speaking with two to three people a day who could be new prospective clients (or who could introduce you to prospective clients) and talking to them about their needs.
So, let’s note that down. He suggests 1 hour and we’re going to do that in real-time. One hour per day talking with prospects.
The best part about being a coach is helping others, and when you proactively reach out to help others, it really makes a difference.
So, this is how you’re going to attract, you’re going to call them and say that you want to help. This is the first thing that you want to do.
Most people who are going through a challenge are feeling stuck, and it’s wonderful to have someone check-in and see how you’re doing, then help you reach your goals.
The other thing that high-paid coaches do is create content.
They create little videos, they create newsletters, they create social posts. This is also wonderful, because it gives you a way to share your knowledge and expertise with others, and share what you have learned in your life with others.
There are lots of ways that you can do this, but it’s essentially taking your knowledge and putting it out into the world in a “one-to-many” format. You’re distributing and sharing your knowledge so that people anywhere can find it anytime they need it. This is not a skill that most of us learn in school. It’s not a function that most of us learn anywhere other than entrepreneurship… or if you’ve had a sales or marketing role… but it is essential if you want to build a 6-figure coaching business.
You’ve heard about the Pareto principle, the 80/20 rule. 80% of the results in your life and business come from 20% of the work or the effort. These two daily activities are the 80/20 for coaches.
So, we want to note that down as well. One hour per day talking with prospects and creating content (website, social, other), and no matter the medium, videos, podcasts, blog posts, and articles, whatever you want you can add to the mix one at a time.
It’s incredibly important to create content to showcase your expertise and authority in the market. No one trusts empty websites, or profiles that don’t discuss anything, that don’t share ideas, you want to be social, this is how it works. It works the same way offline and online.
And the next statement from Eben:
High-paid coaches approach coaching with this mindset and question:
How do I get multiple types of value out of everything I do?
Multiple types of value, So, Eben discusses a little bit of productivity.
In today’s digital, virtual, accelerating world, you can’t afford to waste attention, time, or value. High-income coaches are always optimizing their time, and focusing on what’s important. So make sure you’re getting multiple forms of value out of each thing you do in your business.
Examples: If you teach a class, make sure you’re recording the class and then do something with that recording – like making a digital video course.
Eben explains that you want to take advantage of everything that you do and repurpose your content, and this is what we do.
For example, we take articles and repurpose them as videos, or podcasts, or slides and presentations.
Or if you’re doing a coaching session, take notes as you’re doing it about what you’re learning and write a chapter of a book based on it. If you’re writing a newsletter that you’re going to release, keep that newsletter in a file so that you can use it as a video script at some point, or as an example in a membership program you will teach in the future. This is how I do things. I try to get multiple uses out of everything I do.
So, let’s note that down.
Multiple types of value, repurpose, storing.
Mindset #1: coach every day.
As a growing coach, it’s critically important that you coach every day. In fact, it’s important to literally coach as much as you can.
So0, we want to note that down. We already noted down that we want to spend one hour per day talking with prospects, so, and we’ll add 1-hour coaching.
Now, if we don’t have clients yet, we’ll add this hour when we have clients.
Bottom line: Coach as much as you can and coach every day.
So, we’ll remember that.
Mindset #2: my life is my marketing.
This is the second mindset we teach in the Virtual Coach program.
The successful coaches I know understand that their biggest advertisement moving through the world is their own life.
They go to work on themselves to make sure they’re in good physical health, emotional health, social health, and mental health. They’re learning, they’re keeping themselves healthy.
They’re living up to their potential.
My wife Annie something interesting to me… she said: “Eben, I use parties and people coming over to the house as my motivation to make sure that the house is organized and clean, and to get little last-minute projects done.”
Can you relate to this? Let’s take that model and map it over to coaching. Use the fact that clients are coming over to your coaching practice to “fix up your life” and to “get your house in order” and to fix up all those little things that you might have been “leaving for later someday”.
If you’re not exercising every day, this is your chance. As a coach you realize, “Me exercising every day is going to make me more attractive as a coach.” If you have any relationships that are wounded or broken, use this as an opportunity to repair them.
If there’s something new that you need to learn, go learn it. Make sure that you’re meditating or doing a spiritual practice every day.
Get your balanced life together and remember that your life is your marketing. Because when you’re talking to new prospective clients about coaching, you can be saying, “I’m a great health coach and I can help you lose weight,” and whatever else, but your clients aren’t listening to your words… they are looking at your life. They’re looking past everything else and they’re trying to see: Do you have your shit together? Is your life working? And if your life is working, then they’re going to say, “Okay, now let me listen more to this.”
But if it’s obvious that you’re not taking care of yourself, then coaching with you doesn’t make sense. “My life is my marketing.” That’s the mindset.
So, let’s note that down. Want to follow the expert’s advice here, and Eben is the expert here, with coaching.
Your 5-star coaching session.
The next thing that people who have six-figure coaching practices really “get” is this thing that I call a five-star coaching session.
There are five things that you need to make sure that a client experiences in a coaching session. If they experience all of these things, then the coaching session will be really valuable to them. NOTE: It’s not about telling your client what to do, or doing some kind of trick. Instead, these are five things that your client needs to experience internally in order to have a transformational experience.
Step #1: Presence.
The first thing your client needs to experience is presence. I start every live class I teach with a 2-3 minute exercise.
I call it a “refresh.” It’s a presencing exercise. We get into our bodies, we change position, we move around, and we stretch.
Yes, Eben does that in every training session inside the “Virtual Coach” training program, and in his live trainings, he sets aside a time for breathing and it’s really a great experience, and a feeling because you relax and start focusing on what’s happening with the coaching session.
And he says…
We then go through our senses approximately in the order they evolved: touch, taste, smell, hearing, and vision. Then we go and we tune into our emotions, our thoughts. Then we use our imagination. Then we get in touch with the witness, and we do all of this in a few minutes. Then I say, “Welcome to right now. It’s right now o’clock.”
I do this because I really want to invite my students and my clients to let go of everything that they are doing, and to release all of that burden. I know that if they clear their minds, that they will be more able to put great stuff in!
If you’re sitting there half checking your mobile device and you’re thinking about work and you’re worried about that then you aren’t fully here ready to learn. So walk your clients through a presencing exercise, to help them get present first. It’s a big deal.
OK, let’s move on.
Step #2: Processing.
For a client to have the resources they need to change, they need to work through some of what they’ve been experiencing over the last several days or weeks of their lives.
Let’s say you have a client, and you’ll be doing weekly coaching sessions with them for three months. In your weekly sessions, it’s very important to do your presencing exercise at the beginning and then have them process what happened.
A simple question like: “What happened this week?” is an excellent prompt.
You could also say: “Give me a report. Update me on how you did this week with your ritual, with your commitment, with the things that you’re going to do. What has been your experience this week? What have you learned?”
This is how you give power to them and you help them relax even more, and open their hearts and start talking what happened. It shows interest in them and it’s the best way to start a coaching session.
And Eben says…
Your client will then process and talk about what happened for them in their life.
If they’re trying to lose weight, they might say, “Okay, I got off our session last week, I was really excited, the next day I did my exercise routine, and then I did it the next day, but then the next day I didn’t do it because I got distracted. Then this thing happened and I only did my exercise routine three times last week. What I can see is that, if left to my own devices, I don’t really do it. I kind of feel bad about that.” In other words, they process. They talk about what happened. Presence first, then process.
If you first help your client become present… then they process, and they talk a bit…
All of this can take 10 – 15 minutes or so at the beginning of a coaching session. It’s time well-invested. At this point, your client will be more “here” because they’ve gotten into their body and they’ve now talked about what’s going on in their life. It also is rapport-building, because they’re talking about “where they’re at.” Now they have gotten comfortable. It’s time for the next step.
So, we want to note down this sentence…
Presence, Clients talk about what happened. Presence first, then process (5-10′).
Step #3: Insight.
For change to happen, a person has to get a kind of clarity on their situation. You could call insight clarity in this case, and sometimes I do. This is where your client can see what it is that’s either blocking them or what it is that they need to do in order to get the result that they want. The way to help a client to get insight is to ask them – to re-presence with them – what it is that they’re trying to do. What they are trying to achieve, and trying to avoid.
Maybe they’re trying to lose weight and get in shape then you ask them… “Okay, let’s re-presence. What do you want to achieve? What’s your goal here?” And they’ll say, “I want to lose 20 pounds.” “Okay, great. And what do you want to avoid?” And they’ll say: “Well, I want to avoid waking up in the morning and not having energy.”
“Okay, great. So what’s your next step?”
Once they thought about what they’re trying to achieve, and what they’re trying to avoid… in other words, their goals, their objective, their vision, their problems, their fears, once they’ve re-presented those things, then you ask them as a coach:
“What is your next step? What do you need to do next?”
So, instead of telling them, you are asking them, you’re giving them food for thought. And Eben continues…
They will almost always come up with this next step on their own… and this is key. When they come up with the next action step, then they’re not going to argue with it because they’re the one that came up with it.
As the saying goes: “If they help plan the fight, they won’t fight the plan.” That’s the clarity. That’s the insight. Great coaches are exceptional at asking questions and helping the client come to the insight or get the clarity.
We want the client to do the work. We are not consulting, we are coaching.
This is the difference between coaching and consulting. With consulting, you provide the solutions, you may give them maybe option to choose from, or you do the work, but with coaching, you want to help them get there on their own.
So, let’s note down insight and clarity.
And we want to use this question:
“What is your next step? What do you need to do next?”
Step #4: Commitment.
The next step is commitment. Great coaches help clients make commitments. It’s not enough for the person to say, “Well, I realize I only did my exercise three times last week and I guess I need to start setting an alarm so I can get up earlier.” Great coaches know to then say, “Okay, will you set your alarm every day this week? Will you do it?”
And they wait for the client to say, “Yes, I will do it,” and then work through whatever it takes to get them to make that commitment. High-paid coaches know that they need to support their clients through the commitment-making process.
This goes not only for taking action in their lives but also for signing up for coaching in the first place!
Wo, we want to help my clients commit to themselves. It’s important to support them through this commitment-making process, it’s very difficult for them, so let’s note that down.
Step #5: Action.
The final step is action. And the way to get your client to take action is… to help them see how doing the thing that requires the work is going to get them what they want. By the way, this is the key to getting ANYONE to take action. Your spouse. Your
kids. Your boss. Your friends. Everyone.
If your client wants to lose weight, you must align setting the alarm and getting up early (the hard work) with getting the result they want (losing the weight).
To do this, you can say to your client: “Can you see how setting that alarm every morning for 6:30 and getting up and exercising every day and then starting with the healthy meal that you’ve created for you, that you do those things, that you’re going to lose that 20 pounds? Can you see that?”
“Okay, so you’re committed?”
And then accountability really helps, too.
At this point, a coach can say: “I’m going to check in with you next week when we start our call and I’m going to ask you, ‘Did you set your alarm every day and did you wake up every day?’”
High-paid coaches know that it is absolutely key to get clients to make commitments, then to take action. No commitment, and no action… leads to no results.
If you want to get paid real money for coaching, use this 5-step model to give clients a “5-Star” coaching session… and watch your fees and income increase.
So, we want them to take action, we want them to realize that if they take action this will give them the results they need and we’ll do that by asking them.
Can you see that Eben is using mostly questions?
This is your role as a coach, to ask as many questions as you can and help your client move forward and level up their game. So they can feel more confident.
OK, let’s move on to the next section.
How to ask for referrals and get them.
Many of the successful coaches that I know who have six-figure and bigger coaching practices also ask for referrals.
They ask to be introduced to other people who they can help. As they say: “If you don’t ask, the answer is always no.”
Make sure when you help someone (whether they’re paying you or not), to ask them:
● “Who else do you know that would like to lose 20 pounds in 90 days?”
● “Who else do you know that would like to start a meditation practice?”
● “Who else do you know that would like to raise successful & healthy kids?”
Who else do you know that would like to…
This sounds relatively simple… and it is… but it really makes a huge impact. When you get a referral, it’s critical that you follow up, then go and help that person that they refer. This builds confidence and makes you more referable.
Ultimately, by serving the referrals that your clients and network send you, you will build credibility and trust. These are the key elements of the six-figure coaching practice blueprint. This is what successful coaches do to build their coaching businesses.
Who else do you know that would like to…and you add your service at the end.
So, this was the coaching business blueprint.
I’ve gone through this blueprint to help me understand the language I; ‘m going to use on the landing page.
It was a great refresher for me. I’ve been through this blueprint again but of course, a little refresh doesn’t hurt anyone.
So, this is what we’re going to do.
We’re going to use these elements to build a landing page so let’s move on to the next step.
7 Ideals Methodology
So, now that we’ve gone through the report and the coaching business blueprint, it’s time to use the 7 Ideals methodology.
To identify a targeted audience online, and we’ll go through the 7ID Zone, not the whole first phase because it’s huge, but I’ll show you…
And then, we’re going to get back to Eben Pagan’s at a later time so, in the next workshop I’m going to:
- Identify a targeted audience online
- Develop my coaching voice, packages, and various offers, we’ll build the landing page
- Produce content and presentations, and a video
- Attract prospects: start driving traffic with paid advertising.
- Get them to commit to my services
So, exciting times are ahead in the next 2 or 3 days.
So I’ll get back to you tomorrow, with the next workshop. We’re going to identify a targeted audience, so we’re going to do a little research here.
I’ll see you at the next workshop.
That’s it, another workshop has finished, here on Web Market Support. I am waiting for your comments and thoughts. Till next time.
- “7 Ideals” Demonstration – Workshop #4 – Market Research (Part 3)
- “7 Ideals” Marketing Methodology Beta Group Announcement
- Webinars Main Page (coming soon)