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13 Effective Strategies Coaches Use For Finding The Ideal Clientele

Forbes Coaches Council
POST WRITTEN BY
Expert Panel, Forbes Coaches Council

Bringing in new clients usually means looking for that unspoken bond that exists between the coach and the customer. That perfect interaction is a crucial element in the success of a coaching relationship, but what exactly should a coach look for when choosing a client to add to his or her business? What will make this business partnership successful?

Ensuring that any new client is the right fit is key not only when it comes to helping them attain their goals, but also when it comes to the success of your coaching practice in general. Here, 13 members of Forbes Coaches Council weigh in on how coaches can find clients that fit their style and align with their values, and how that strategy benefits their business long term.

Photos courtesy of the individual members.

1. Narrow Your Focus

Coaches sometimes shy away from being very specific about the type of client that benefits most from their coaching style. However, this is exactly the thing to do in order to attract the right type of client—doing this essentially automatizes one filter in the process so that there is a much higher likelihood of a successful engagement with prospective clients that end up reaching out. - Marina Cvetkovic, The Peak Alliance

2. Broadcast Your Style And Expertise

Websites, profiles and social media need to do more than present a nice, professional position. To stand out and demonstrate who you are, all marketing messages must emulate your unique personality, style, and position. Don't be afraid to speak up, have a platform and be your own quirky self. Being you is how you attract your tribe and avoid sticky situations with folks that just aren't for you. - Laura DeCarlo, Career Directors International

Forbes Coaches Council is an invitation-only community for leading business and career coaches. Do I qualify?

3. Create A ‘Right Fit’ Video

I like clients...on purpose. That does not mean that all prospective clients are good fits. In creating a great fit, start with a simple video that outlines the attributes needed for clients to partner well with your style of coaching. Then do the "Who's A Poor Fit" video as well. Nothing is wrong with the clients or the coach. You may just need to work with other players. - John Hittler, Evoking Genius

4. Create A Clear Value Proposition

Developing your brand DNA and sticking to that core when marketing and engaging prospects will ensure you attract the right clients. This means you must be clear about the issues your target customers are having and speak to their concerns in their language. The more focused you are about your brand, your sweet spot, your value—the better aligned your coach-client relationships will be. - Rosa Vargas, Authentic Resume Branding & Career Coaching

5. Start With Listening

When going into a new coaching relationship, we need to understand both the conscious and unconscious reasons the person wants coaching. This takes asking the right questions and truly listening with an open mind to the answers rather than making assumptions. Only then can we gauge alignment and how we can bring our best to the relationship. Honesty and open minds on both sides are essential. - Janet Fouts, Tatu Digital Media

6. Be Yourself

The single most important strategy coaches can use to attract clients that align with their values is to be who they are. If coaches speak plainly and share their values and beliefs readily in their marketing, any prospect knows right away if that coach is a good fit. If you're hiding beliefs or opinions in marketing, prospects don't really know you at all. If you share it all, there is no doubt. - Rebecca T. Dickson, Rebecca T. Dickson

7. Take A Test Flight

Coach and the prospective client can’t learn about working with one another in a coaching dyad by just talking about it. Nor will a “mini session” reveal what working through full sessions will be like. If both the coach and the prospective client invest in a complimentary full session together, each will learn whether they are well-suited for building a strong and valuable coaching relationship. - Brian Gorman, TransformingLives.Coach

8. Choose Your Words Carefully

The language I use on my website, my bio and other marketing materials intentionally attracts the type of clients that will resonate with my coaching approach and philosophy. I also use video to ensure that people have an opportunity to get a feel for my personality. The more you can share who you are authentically, the more that will attract your ideal clients and repel those who don't vibe you. - Carolina Caro, Carolina Caro

9. Stick To Your Truth

It can be tempting to want to adjust your messaging to attract as many clients as possible, but in the end, they will know if you aren't truly connected to your message. Stick to the niche and specialty that resonate with you and your clients will connect with your authenticity regardless of whether or not the message fits exactly with their specific challenge. - Tonya Echols, Vigere

10. Leverage The Power Of Referrals

Develop a marketing plan to network with "like-minded" colleagues. In my experience, referrals are the best way to find clients that align with my coaching style. Having a social media presence is important, but there is nothing better than a personal recommendation from current clients and/or colleagues. - Cindy Stack, Whole-Life Leader

11. Speak To The Pain Of Your Ideal Client

Most coaches have overcome many of the challenges that their ideal clients have faced. Speak directly to the pain that your clients are facing that you once conquered. If a potential client knows you can understand what they are struggling with, it will create a strong bond of trust between you and the client, and create an immediate rapport that is crucial for a positive coaching relationship. - Matt Mills, Matt Mills Coaching

12. Lead With Your Values

Especially for new coaches, the temptation may be to "cast a wide net," hoping to land those first clients. Instead of trying to appeal to everyone with a broad and vague marketing message, get clear and lead with your own values. Prospective clients will be able to decide if their values are in alignment with yours, which will go a long way to ensuring a good fit between coach and client.  - Julie Colbrese, MCC, Hot Coffee Coaching

13. Prepare A Welcome Pack

Apart from advertising your brand on social media and a website, prepare a welcome pack that consists of: a welcome letter, a short introduction video (no more than two minutes), a typical visual layout of a coaching process and a session, a few examples of tools you use, a sample of coaching contract and opinions from previous clients. Use infographics where possible. - Inga Bielińska, Inga Bielinska Coaching Consulting Mentoring

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