What Is Your Unique Coaching Proposition (UCP)?

No coaching business can survive without clients!

In order for your coaching practice to thrive, you need clients who are prepared to pay you EXPERT Coaching Fees!

There are many programs, articles and teleseminars on “Client Attraction” that are created or delivered by “gurus” who claim to have a unique method for generating leads and converting them into high paying clients! Their outrageous claims may create the perception of financial abundance but produce very little in the way of quality clients.

Rather than just focusing on how to get clients, coaches need to highlight some of the ways in which they can differentiate themselves in order to attract high paying clients.

I call this the “Unique Coaching Proposition” (UCP).

A “Unique Coaching Proposition” is the perception a coach must create to convince the client that his or her coaching program is different from and better than that of the competition.  Unless you can convey to your clients what makes your coaching proposition unique in a world of homogeneous and traditional coaches, you cannot target your niche market successfully.

Here is how you can identify, characterize and brand your UCP.

1.  Identify the needs of your coaching niche based on the way THEY perceive them. Not the way YOU perceive them. While these two perceptions may seem very similar, the difference is in the approach required to create an effective coaching proposition.  Most coaches will create THEIR perception of the client's needs and impose their own vision on the Desired Outcome that the client seeks.  By approaching the solution from the client’s perspective, you will differentiate you coaching proposition from that of other coaches.

2.    Find out what drives and motivates your clients. It isn’t enough to simply coach toward a Desired Outcome as expressed by the client. You must delve much deeper into the “psychology” of the client’s inner motivations. Remove the veils that cover their greatest desires and innermost fears!

3.    Discover the real reason behind your client’s decision to work with you (as opposed to choosing any other coach). Your UCP will be the primary reason why your niche clients will choose to work with you rather than another coach. It is your distinctive coaching “brand” that differentiates you from other life or business coaches in your chosen niche market.

Once you've identified, characterized and branded your Unique Coaching Proposition, you need to take the next - and hardest - step: clearing your mind of any preconceived ideas about your coaching programs or services and being brutally honest. What features of your coaching program jump out at you as something that sets you apart from other coaches? What is the perception you can create about your coaching skills that will make clients want to hire you as a coach?

How can you position yourself as a coach EXPERT to highlight your UCP?

Don't get discouraged. A successful coaching practice is not about having to re-invent coaching; it's about making your coaching practice stand out - even in a niche market filled with other coaches.

© 2014 Allan N. Mulholland, CPC

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