"When you pitch yourself as a coach, you're selling a PROCESS"
Picture the scene:
February 2016. Local business meetup. Choose any city you like.
Host: Before we get started on today’s discussion topic, let’s quickly introduce ourselves to the group. Mike, why don’t you kick us off?
Mike: Hi everyone, I’m Mike. I run a web design consultancy working primarily with charities.
Kelly: Hey I’m Kelly. I’m a personal trainer. I help women shape up using weights but without piling on a lot of muscle.
Sarah: Hi guys I’m Sarah. I’m a coach helping women to transition from maternity leave to the world of work.
Everyone in the room: *Rolls eyes* and thinks – Just what we need. Another coach
Admit it. The thought’s crossed your mind
Whether you’re a coach who thinks people react to you like this, or this is the thought you have when someone introduces themselves as a ‘coach’. It’s out there. It’s happening.
As well as:
Coaches don’t have any life experience
She’s probably a coach because she can’t get a real job
Coaches just tell people what to do without having done anything themselves
Those who can’t do, teach. AND COACHES AREN’T EVEN TEACHING
What? So I pay through the nose to sit in a café with someone who has no idea about what I do?
These connotations are inaccurate, false and insulting.
But they happen.
And as a coach, it’s your job to set them straight.
For a start: Don’t call yourself a coach
Because we both know you do more than ask your client questions. You do more than simply coach.
Sometimes you help your client analyse their past to push through mental blocks.
At other times you mentor, strategise and guide your client to the solution they came to you for. You introduce them to new systems. You engineer.
And without a doubt, you get the results said client wants. In heels, yet. And perhaps a cerise feather boa if it’s a Sunday and the carnivals’ in town.
You’re not a coach, you’re a:
(notice you’re not a guru, awesome-iser or maven. If I catch you using any of those, I’ll hunt you down and possibly drown you in Chilean Merlot. Don’t make me waste my Merlot)
Because when you pitch yourself as a coach, you’re selling the process
Your potential clients aren’t interested in the process. They want the end result.
So you’re not a transformation coach, helping women transition from maternity leave to the world of work (
You’re a consultant for mothers to land their dream job that’s on the money (
You don’t coach people to manage their chronic pain (
You’re an expert in pain management, creating client-exclusive solutions so they live pain free (
Calling yourself a coach sounds diluted. Forgettable. Done before, by thousands of other people.
So ditch the word coach in your introduction. You can do better than that. You must do better than that.
Because when you introduce yourself a coach, you’re not only confusing the audience … you’re underselling yourself.
In this week’s video, I’m sharing the other words coaches put in front of the word ‘coach’ that further confuse their audience, and what you should do instead. Click here to watch the video (ALERT: Mini-rant ,imminent)
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