The paradigm shift
that many traditional coaches struggle with is to take the client’s focus away
from coaching fees and direct it instead to the value of their coaching
services! Let me illustrate this point with a simple analogy!
If you’re in the
market for a new car, there is a wide range of options to choose from! Yet all
these options have one thing in common! They will all get you from point A to
point B!
The difference is in “how”
you get you there! If you’re looking for simple transportation, you may opt for
a KIA at a reasonable price point. But if you’re looking for the “ultimate driving
experience”, you’re probably in the market for a BMW!
And it is this “ultimate
driving experience” that will motivate you to pay the premium sticker price for
the BMW instead of the economy of the KIA! If you’re focused on the “value” of
a BMW, then the “fees” associated with climbing behind the wheel of this luxury
vehicle become irrelevant!
WHY?
Because if an “ultimate
driving experience” is the outcome you’re looking for, then BMW will deliver
that RESULT!
As a coach, you must present
your clients with a similar alternative! If all you offer your clients is a
series of coaching consultations at a premium price, you will likely be
challenged on your high-end coaching fees! There will always be other coaches who
offer their services at lower rates!
But what if you could
shift your client’s focus away from your fees and make it all about your “ultimate
coaching experience”? A coaching experience that will result in a Desired
Outcome for the client!
So how can you create the
“ultimate coaching experience” that is always about value and never about
fees? There are 8 value-items that will
make your “ultimate coaching experience” both unique and existential to your
client’s success! Incorporate these 8 value-items into your coaching program
and your clients will invest in you, as if you were the “BMW of coaches”!
1.
The Value
of the Initial Coaching Session (ICS)
There
is a disturbing disconnect between the value of coaching and the fees that
coaches charge their clients. Many traditional coaches are unable to
effectively convey that value to a client when they first engage during an Initial
Coaching Session.
The
reason for this is simple! If the intent of the ICS session is to “sell” the
client on your coaching program, you are shifting the client’s focus away from
the value of coaching and redirecting it to the cost of coaching.
You
need to make sure that your client remains completely focused and engaged for
the duration of the ICS session!
·
This is
not a social call!
·
This is
not a coaching call!
·
This is
not a sales call
·
It’s a “value
confirmation” call!
As a
professional coach, your ICS session is not about selling your services! It’s
about confirming the value of your services.
2.
The Value
of your Signature Coaching Program
Your
Signature Coaching Program represents your uniqueness as a coach. It defines you as a coach! It is your proprietary method for creating
the changes that will lead to the achievement of a Desired Outcome. It is
specifically designed and created for those who are in your coaching niche.
If
you don’t have a Signature Coaching Program, you will not be able to create the
results your clients are looking for and generate the high-end coaching fees
you’re entitled to!
3.
The Value of
your Expertise.
Many
coaches undervalue their expertise! “Expertise” has little to do with having an
in-depth knowledge of the client’s Desired Outcome! Coaches are not
consultants! (Unless the have specialized knowledge about the subject for which
a client seeks coaching). But “expertise” has everything to do with the coach’s
ability to coach a client to a
certain outcome. The RESULT that the client wants to achieve!
4.
The Value
of your Resolve.
When you undertake a coaching assignment, you require tenacity and
resolve to see it through from start to finish!
Half-measures lead to unsatisfactory results! As a coach you are a leader.
So act as one! Your clients need to know that you have the resolve to help them
find solutions to issues. The resolve to change course when a client is headed
in the wrong direction. The resolve to take action when action is needed!
5.
The Value
of your Integrity.
Of all the values you must bring to the table, integrity is at the top
of the list! Every aspect of your coaching must be intrinsically linked to the
level of authenticity and integrity that you possess as a coach! These are the
enduring qualities that enable you to deliver the “ultimate coaching experience”
clients come to expect!
6.
The Value
of your Commitment.
Every type of relationship stands or falls on the value of commitment.
Whether it is a personal or professional relationship, without absolute
commitment to achieving the desired result, a coach/client relationship is disingenuous.
But if your client senses that you’re committed to achieving the RESUT your
client is after, your relationship with that client will be enduring and
rewarding!
7.
The Value
of your Social Proof.
Social Proof is the “holy grail” of any coaching practice. Whenever
others testify to your ability for delivering RESULTS, your credibility is enshrined!
Always ask for testimonials and gather it as evidence of your ability to create
value for your clients.
8.
The Value
of the RESULT!
The “Value of the RESULT” represents the correlation between the client’s
Desired Outcome and the role you played as a coach! If you provide the “ultimate coaching experience” by delivering
on these 8 values, you will successfully shift your client’s focus away from coaching
fees and allow the client to perceive the true value of your coaching program!
★ ★ ★ ★ ★
© Allan N. Mulholland
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About Allan
Allan N. Mulholland is
the founder and president of PersonaCoach (Int'l) LLC, which provides training
and certification for life & business coaches. He is the author of “Change
Your Perception, Change Yourself!” and writes on all aspects of coaching
training and development.
To get Allan’s free
Book “Clients Don’t Pay for Coaching. They Pay for RESULTS!” go to
www.resultscoachmastery.com (Available January 14th, 2016)
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