How to Sell Coaching in the Worst of Times

I’m sure you’ve heard the phrase that some person you know could sell ice cream to an Eskimo. Well, to be able to do that means that you might have to change what you say when you sell what you sell in your business.

But, frankly, in times like this recession, you will have to learn how to sell when you’d swear that everyone is not buying. But it’s not that hard. Read on to learn some simple secrets to doing that.

The key is that instead of leaving the perception that you are selling something that everyone is cutting out of their budget, you MUST be THE ANSWER to the pain they are experiencing due to the economy.

I hear business owners of all kinds say all of the time, that they business is down because of the recession. But, in my opinion, your business should actually be UP because of the recession.

So what makes the difference? Read on.

I can remember those times myself. I used to tell people that my phone was a leading economic indicator. A few weeks before times would get even worse, my phone would slow down or stop ringing. But a few weeks before some good economic announcement was made my phone would pick up again.

The problem today is that most coaches tell me their phone isn’t ringing at all.

Well, if that’s you, that’s a problem with . . . how you position yourself and your core marketing message.

Here’s How to Sell your business even in the worst of times.

Let’s take a look at this business, a doctor. But, keep in mind, the principle we are talking about applies to any business. This just happens to be an excellent example.

Now, as a doctor here are some of the typical marketing messages that I hear.

Starting at the bottom, number 1,  is the most typical, using a label “I am a doctor.” Or for whatever business you are in, “I am a <fill in the label>”, a label is a label is a label and will get you just about the same response as any other label.

Next is “I am an oncologist.” Or for your business, just fill in that little additional modifier. As I said, it’ll get just about the same results.

Do you see how each step up that ladder of marketing messages becomes more and more compelling until that last one, number 4, if you were his target market, someone with cancer, or dying from cancer, it literally would leap off the page and grab you by the throat.

how to sell coaching marketing message

 Now let’s go back to the fact that we are in a recession. Would the recession slow anyone down from responding to number 4?

Yet, down at #1, many people are already cutting back on what they perceive as unnecessary expenses. They aren’t running to a doctor quite as often as they used to.

Now, before you go running off saying, “but I don’t have anything as valuable, or as important to my clients as that.”

Well, might that be your problem? Let’s learn How to Sell <your business> in any economy and then NOTHING will slow you down, not the economy, nor those that just don’t understand what you do from the description in the label.

It’s how you position yourself in your market. The doctor who uses marketing message number 4 positions himself as CRITICAL to achieving something that s very important to his patient. All you have to do is do that for your patients, . . . err clients.

And since you don’t feel that you have anything as valuable as this doctor’s product or service, then you will be forever stuck selling at position 1, 2, or maybe 3 where your clients have been cutting expenses. But no one would consider cutting at position #4.

OK, so how in the world do you do that?

For one, it’s not WHAT YOU DO, or WHO YOU ARE that’ll grab your prospects attention like that #4 marketing message above. The first 3 are ABOUT the doctor. They don’t work. The last one, #4 is about what the prospect wants in the way of results. And he also wants the most valuable results he can get.

So, stop talking about you, your products, your services, your degrees, your credientials, your coaching certifications and start talking about . . . MEASURABLE and VERY SPECIFIC RESULTS.

That seems to go against the grain for most business owners. They’ve been taught that they can help almost anyone, therefore it’s likely that you’ve been forcusing on THE WORLD. Haven’t you even been thinking that the bigger your target market (the whole world) the more clients will be available to you?

It simply doesn’t work that way. The market messages I listed above, starting with #1 are the “I can help anyone anywhere anyhow” types of marketing message. Very few will ever respond to those. The difference between #1 and #4 is about 1000:1 to 10,000:1. In other words, say “I am a coach” and get about 1 in 1,000 of those you talk with to even show a little interest. But move to #4, being specific as to your very clear target, their outcome, and even a measurement of how many have their problem resolved, or even how many dollars someone might have gained from working with you, and they will start jumping into your shopping cart at even 50% of those you talk with.

So let’s take a look at some possible results oriented marketing message for different kinds of businesses.


Business coach Life Coach Career Coach
I work with manufacturers who just can’t seem to get enough clients no matter how hard they worked, and they are still stuck I work with retired or laid off executives who want to be comfortably unemployed. I work with upper level managers, directors, and VPs in high tech companies who haven’t been getting the promotions they deserve.
I help them get a steady stream of new clients . . . the $500K companies more than double . . . the $10M companies increase by at least another $5M I help them achieve an income stream greater than they had working for someone else . . .with time to enjoy their family doing the things they’ve always wanted to do. I help them get their next promotion within 6 months, and at least 30% increase in income every year, even in this economy. 

It all boils down to how valuable that marketing message is.

Be THE ANSWER to the Recession and not at the Mercy of the Recession

The final key you need is to position yourself as THE ANSWER to the recession, or any other problem your prospect is facing, and to NEVER be at the mercy of it or anything.

So, STOP . . . THINK . . . right now . . . what do you provide that stops the problems your clients are having because of this recession.

Whatever business you are in you’ve got to be THE ANSWER to your clients problems, and not just one of the expenses that he’s cutting in this economy.

While many of your target client’s businesses are failing due to the economy, you have answers that will either just plain grow their business in any situation, or make their business or lives easier, or . . . even better . . . you have some answers that will make those clients better because of the recession.

For instance, because I am a marketing coach, I show people how to grow their business with marketing formulas that are totally within my client’s hands and have almost nothing to do with the economy. They grow anyway. In fact, most of the world literally shoots themselves in the foot in bad times by slowing down their marketing when they should actually work to improve their marketing message, and get more marketing out there. But most stop spending, or stop marketing in an effort to save money. I show them how to spend their dollar, and their time in places that will grow them fast.

It’s the Marketing Message and How You Position Yourself

When I walk the floor of a business expo talking to business owners, about 1 in 3 set an appointment with me . . . because my marketing message is an offer they can’t refuse.

 Wouldn’t you like to be able to do that?

Email me, and I’ll share some ideas that work for getting lots of coaching clients even in a recession . . . or worse . . . a depression.  You’ll learn How to Sell Coaching in any economy.

And if times do get worse, which is looking more likely all the time . . . don’t you think it’s time to get clients flowing easily now?

Email me, . You’ll learn some tricks, to grow your business. It doesn’t cost to talk and learn.

Alan Boyer
$100K Coach

Helping small business owners to reach another $100K to $250K within months, and to stop playing at building a coaching business.

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