In this day and age, there are lots of people who are trying to get their name out to the masses. For the average coach, it can feel a bit overwhelming.
‘How can I compete with all of these people?’.
‘Is my marketplace too saturated?’.
‘Will I ever get any customers?’.
These are all common things that I hear from coaches who are trying to grow their practice or get started.
In truth, it is a busy scene and there are a lot of people out there who have something to say, but that doesn’t mean they know what they are doing.
If you observe most people who are on social media and trying to get customers, they are doing it poorly.
They are either ‘followers’, who try to replicate other people’s style and adapt their content to fit their customers. Or they are mindless posters, who don’t have a particular plan of action for what they are posting, who it is for, or where it is leading.
These people are very busy but never seem to get the customers.
It follows that you could have an advantage right now IF YOU START DOING THINGS EFFECTIVELY.
Speaking is an excellent way to connect with your audience, whether you are using Facebook lives, starting a podcast, or using a YouTube channel.
This is the easiest and most effective way for you to stand out.
Data shows that videos attract more engagement and get more click-throughs (to your website). Plus, there are not many easier ways for your audience to get to know you than by hearing and seeing you in video form.
It is easy to get a feel for someone’s values and style when you hear them deliver to the camera in a live format.
However, don’t be a mindless poster.
If you are putting out valuable video content (podcasts, YouTube, videos, lives), think about the big picture. Ask yourself, ‘How does it fit into my plan for getting a customer?’.
Of course, it isn’t all about sales but this is an important part of the conversation. All that hard work will eventually become frustrating if you’re not getting customers at the end of it.
This is going to get you thinking about your sales funnel, and how to create lots of value but also how that content turns into business.
If you are a coach, your sales process will normally look like this:
Step 1 – Posting great content on platforms that suit your skills and interests.
Step 2 – Running workshops, events, networking sessions, etc. Allowing you to work closer with a smaller group of interested people.
Step 3 – Getting people into a sales environment.
Step 4 – Converting them to a customer.
Step 1 is all about providing high-quality, relevant content to your community. Keep this up regularly and you will start to build a healthy following of people (your tribe).
We are warming them up, keeping them coming back, and wanting more. The people that regularly view this content may become your customers.
Step 2 is where you are working closely with your customers, helping them in a live setting (live is always best, it gives them a chance to interact directly with you).
These sessions are normally a workshop, networking session or event. This will allow you to bring together the more interested people in your community so they can experience your value together. This is a very effective way to build a community, grow your confidence working with customers, and warm people up for a sales call.
Once you have posted some content (step 1) and are getting some engagement, start signposting people to step 2.
Signposting will direct these people to the next step, for example…
‘If you enjoyed this video, you will love our upcoming live training which is on … you can book in for free with this link … Spaces are limited, so make sure you get your place’.
This will ensure that people are in a process and you are intentionally leading them somewhere. When you do this effectively, it won’t feel overly salesy and will lead to more consistent sales.
After people attend the session in step 2, you will continue signposting to the next stage, intending to get them onto a sales call. This will mean that a percentage of people who attend your step 2 session may become customers (if you present an attractive offer that solves their problem).
You now have a process for getting people onto a sales call.
Rather than hoping that people reach out to you, you are taking ownership and leading interested people to become customers, where you can solve their problems.Josh Dykes, Speaker, Trainer & Coach
With practice, you can start mapping out your content in advance, knowing how many posts you want to put out, and how often you are signposting your events.
Don’t be afraid of sounding like a salesperson, there will be a lot of people who want to invest in their development. It may feel strange at first but you will get used to it.
People typically pick up on your intentions, so if you are being authentic, it won’t come across as too salesy. You will find a way of promoting yourself that feels congruent and demonstrates assertiveness.
Play around with this, start to incorporate more events into your calendar for people to enjoy, and start thinking about your bigger picture with your posting. You will soon see that you are building a community of people who are enjoying your events and becoming customers.