Trust (Not Sales Ability) Is of Massive Importance for Landing Coaching Clients. Here's Why

Coaching used to be almost exclusively associated with sports, but that's no longer the case. Today, you'll find expert coaches in almost every field you can think of who are qualified and ready to help you achieve your goals. And that of course includes business.

So, whether you need help running your company, advice on how to become a better leader or even assistance in becoming more productive in your personal life, chances are there's a coach who can provide you stellar support.

Related: Coaching Over Managing: Motivate Your Team

Sometimes, though, coaches need a little coaching themselves -- especially when it comes to landing new clients. Those coaches might be led astray by focusing on their sales skills or their use of key marketing tactics. But those areas of emphasis don't necessarily work. I learned this when I reached out to several professional coaches. Talking to them, I found that sales ability is only a small part of the equation. What successful coaches really need to gain (and keep) clients is trust -- here's why:

Honesty clarifies your unique value proposition.

Sales and trust can sometimes seem like two very opposite concepts. Whether it's deserved or not, the world of sales and marketing has a reputation for being inherently dishonest.

The thing is, coaching is a relationship -- and dishonesty rarely bodes well for any type of long-term relationship. Trust, in fact, is consistently listed as one of the most important aspects of a relationship, with consistency in words and behavior being a key component.

In an email exchange, Bettina Buhr, a personal branding consultant and coach based in Germany, explained to me that, "When meeting with a prospective client, coaches need to clearly and honestly define their unique value.

"You might be able to impress someone with your sales skills up front," Buhr continued, "but if you aren't honest about what you can truly offer, the facade will quickly fall away once they become your client and you fail to meet [their] expectations. This will erode trust and ruin your potential for retaining clients."

I have to agree with Buhr because from my experience, what you say and do during the "pitching" process will have a direct impact on what clients expect once you become their coach. Making false promises in an attempt to oversell, rather than focusing on the value you can actually provide, will lead only to disillusionment and canceled contracts.

Going "behind the curtain" highlights transparency.

Each coach -- and each client -- is unique. As such, your coaching style likely won't be a perfect match for everyone. That's not a bad thing. In fact, this is part of the unique value proposition you have which will make you the perfect fit for certain clients...

https://www.entrepreneur.com/article/326110

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by Idham Azhari

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