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Hub You - Position, Don't Prospect - Part 1
That's a lyric from songwriter and musician Neil Innes. It amuses me as a song, but in real life, I'm strongly opposed to the message.I like individual excellence rather than conformist, defeatist, mediocrity. If those words means something to you too, here's what it takes to rise far above the rest of the field - 'massive action'.Thinking is great, it's definitely got its uses, but action trumps thinking. You can have the most brilliant thoughts, the greatest ambitions, conceive wonderful inventions, but until you've taken action, they have no more existence than a computer file you close without saving.If thinking about taking action, gives you a strong desire to go and lie down for half an hour, here's a handy 'cheat'.Pretend that you don't have to do all the task, just a little b
- By default it gets you involved in industry events and networking opportunities.
- In turn this opens the door to have your ideas and insights published and talents recognised by important industry commentators, which in turn assists in developing your image as an expert!
- Your reputation as an ‘expert’ will endorse your business and vice versa;
- It allows you to be more selective with the clients you work with and you can deliver products and services you are most passionate about.
- You can take advantage of powerful and highly leveraged marketing strategies such as publishing, public speaking, networking opportunities, joint ventures, referrals and endorsements.
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improvi
Customer service is important in any type of business and is also important in private education. Customer service in public schools is nonexistent compared to that of the average business. In a private school, which is often run very similar to a business they need to be cognizant of the fact that community goodwill, public-relations and great customer service is paramount in their success.How does a private school engage its customers in a meaningful way? How can a private school give better customer service; what types of things they need to be thinking of? Well, the first thing they need to do is survey all the parents who are paying for the private school and asked them if they are satisfied with the results of their children's learning and education. Next they need feedback on what they can do
Position, don’t Prospect
By now you should be well on the way to defining your target prospect, developing your niche and brand, and expressing it through your USP.
We’ve already explained the importance of establishing a niche. If you do not niche, and instead decide to offer generic coaching services, you’ll find it extremely difficult to compete. Your coaching business and services will appear the same as everyone else and you’ll find it difficult if not impossible to distinguish yourself.
Every prospective client, whether it’s reality or not, perceives their problems to be unique to them. If their problems have been enduring, their perception is that the problem is complex – too complex for them to have fixed themselves in the interim. Their logic therefore determines that they need someone with specialised skills and knowledge to help them overcome that problem. Someone with advanced skills and knowledge to their own. By your prospects reasoning therefore, a generalist will not be able to offer effective solutions to their specific (and complex) problems.
For Example:
One example of this ‘need’ for specialist knowledge can been found in coaches who work in the Real Estate Industry. Real Estate Agents (prospective clients) consider their field to be a specialised one and when it comes to improving their skills in listing, selling and managing property they turn to coaches that position themselves as specialists to the Real Estate Industry.
Whilst you can:
- focus your business in a niche area through your service offerings;
- brand your business in a niche; and
- articulate your offer through your USP;
As a coach you must also establish yourself as a specialist or expert in the niche. As much as you need to focus on building your business brand, you also need to concurrently build your personal brand as a specialist.
Only by establishing yourself as an expert will you build the necessary credibility to your brand and validate your niche positioning. If all these elements are not totally congruent, your offer will never be compelling to your prospects. Your marketing message will seem confusing to your prospects, as they will not understand how you can offer solutions to their niche problems – problems they may have been experiencing for some time and not been able to solve themselves – without being higher qualified or having specialised skills and experience (being an expert).
What are the benefits of establishing yourself as an expert in your niche?
Being an expert or specialist in your niche affords you many benefits and competitive advantages including:
- As an expert you can market with dignity! You won’t have to ‘chase’ clients. Clients will come looking for you because of your ‘specialist’ tag. Remember, clients are searching for someone who is perceived to be as knowledgeable and skilled as they are in their niche.
- There are substantially fewer barriers to conversion because your prospective clients are pre-sold by perceived knowledge and specialisation.
- Limiting the number of competitors you have because you are perceived as one of the few (perhaps only) coaches that can meet the clients unique needs.
- Building your reputation and reinforces your positioning as a superior (if not ‘the’ superior) coach in the niche.
- Being given the opportunity to speak, comment and or write about important issues, challenges or opportunities within the Niche.
- By default it gets you involved in industry events and networking opportunities.
- In turn this opens the door to have your ideas and insights published and talents recognised by important industry commentators, which in turn assists in developing your image as an expert!
- Your reputation as an ‘expert’ will endorse your business and vice versa;
- It allows you to be more selective with the clients you work with and you can deliver products and services you are most passionate about.
- You can take advantage of powerful and highly leveraged marketing strategies such as publishing, public speaking, networking opportunities, joint ventures, referrals and endorsements.
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improvin
"All companies have a culture. In order for employees to function and succeed, it is essential they understand and believe in the culture." - Bryce's LawINTRODUCTIONThe subject of "corporate culture" seems to be on everyone's mind these days; from the college graduate entering the job market, to the IRM executive who is trying to improve management and productivity in his organization. It is the topic of interest at social and professional gatherings.The perceptive manager understands the importance of establishing and controlling the work environment, including both logical and physical considerations. Unfortunately, many managers do not appreciate the concept of corporate culture and how to use it to their advantage.Corporate culture pertains to the id
For Example:
One example of this ‘need’ for specialist knowledge can been found in coaches who work in the Real Estate Industry. Real Estate Agents (prospective clients) consider their field to be a specialised one and when it comes to improving their skills in listing, selling and managing property they turn to coaches that position themselves as specialists to the Real Estate Industry.
Whilst you can:
- focus your business in a niche area through your service offerings;
- brand your business in a niche; and
- articulate your offer through your USP;
As a coach you must also establish yourself as a specialist or expert in the niche. As much as you need to focus on building your business brand, you also need to concurrently build your personal brand as a specialist.
Only by establishing yourself as an expert will you build the necessary credibility to your brand and validate your niche positioning. If all these elements are not totally congruent, your offer will never be compelling to your prospects. Your marketing message will seem confusing to your prospects, as they will not understand how you can offer solutions to their niche problems – problems they may have been experiencing for some time and not been able to solve themselves – without being higher qualified or having specialised skills and experience (being an expert).
What are the benefits of establishing yourself as an expert in your niche?
Being an expert or specialist in your niche affords you many benefits and competitive advantages including:
- As an expert you can market with dignity! You won’t have to ‘chase’ clients. Clients will come looking for you because of your ‘specialist’ tag. Remember, clients are searching for someone who is perceived to be as knowledgeable and skilled as they are in their niche.
- There are substantially fewer barriers to conversion because your prospective clients are pre-sold by perceived knowledge and specialisation.
- Limiting the number of competitors you have because you are perceived as one of the few (perhaps only) coaches that can meet the clients unique needs.
- Building your reputation and reinforces your positioning as a superior (if not ‘the’ superior) coach in the niche.
- Being given the opportunity to speak, comment and or write about important issues, challenges or opportunities within the Niche.
- By default it gets you involved in industry events and networking opportunities.
- In turn this opens the door to have your ideas and insights published and talents recognised by important industry commentators, which in turn assists in developing your image as an expert!
- Your reputation as an ‘expert’ will endorse your business and vice versa;
- It allows you to be more selective with the clients you work with and you can deliver products and services you are most passionate about.
- You can take advantage of powerful and highly leveraged marketing strategies such as publishing, public speaking, networking opportunities, joint ventures, referrals and endorsements.
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improvi
Relationships are often created with the brand rather than with an individual. Did you every hear anyone boast about their relationship with a branded company? It is usually in the form of brand loyalty. Brands that appeal usually have at least five distinct functions. Company identification (or product or service) Description on the emotional level of the product or service Legally protected to prevent others from using it Easy to say and spell Globally appealing (does not offend anyone in another country) If you can master all of these, then creating the brand will be a lot smoother. The brand will help you to create relationships with other businesses as well. If your company were approached by a big name consult
- brand your business in a niche; and
- articulate your offer through your USP;
As a coach you must also establish yourself as a specialist or expert in the niche. As much as you need to focus on building your business brand, you also need to concurrently build your personal brand as a specialist.
Only by establishing yourself as an expert will you build the necessary credibility to your brand and validate your niche positioning. If all these elements are not totally congruent, your offer will never be compelling to your prospects. Your marketing message will seem confusing to your prospects, as they will not understand how you can offer solutions to their niche problems – problems they may have been experiencing for some time and not been able to solve themselves – without being higher qualified or having specialised skills and experience (being an expert).
What are the benefits of establishing yourself as an expert in your niche?
Being an expert or specialist in your niche affords you many benefits and competitive advantages including:
- As an expert you can market with dignity! You won’t have to ‘chase’ clients. Clients will come looking for you because of your ‘specialist’ tag. Remember, clients are searching for someone who is perceived to be as knowledgeable and skilled as they are in their niche.
- There are substantially fewer barriers to conversion because your prospective clients are pre-sold by perceived knowledge and specialisation.
- Limiting the number of competitors you have because you are perceived as one of the few (perhaps only) coaches that can meet the clients unique needs.
- Building your reputation and reinforces your positioning as a superior (if not ‘the’ superior) coach in the niche.
- Being given the opportunity to speak, comment and or write about important issues, challenges or opportunities within the Niche.
- By default it gets you involved in industry events and networking opportunities.
- In turn this opens the door to have your ideas and insights published and talents recognised by important industry commentators, which in turn assists in developing your image as an expert!
- Your reputation as an ‘expert’ will endorse your business and vice versa;
- It allows you to be more selective with the clients you work with and you can deliver products and services you are most passionate about.
- You can take advantage of powerful and highly leveraged marketing strategies such as publishing, public speaking, networking opportunities, joint ventures, referrals and endorsements.
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improvi
In a bar, you will find an interesting and diverse community of people who will seek out fine bartending, not only for the relaxation and camaraderie, but also for a familiar and comfortable environment where they are recognized and accepted. For many people, in this competitive and aggressive world, a bar may be a sole source of sustenance for those basic things that are so essential to us all as humans. We are, after all, social beings.Who doesn't recall an episode of the television series "Cheers" when every time one of the leading characters would walk in, the entire bar would erupt in the chorus of "Hey Norm?"Few of us are entitled to such a universal form of recognition and instant acceptance from bar patrons, but an excellent bartender can provide almost the same sort of experience for cust
Being an expert or specialist in your niche affords you many benefits and competitive advantages including:
- As an expert you can market with dignity! You won’t have to ‘chase’ clients. Clients will come looking for you because of your ‘specialist’ tag. Remember, clients are searching for someone who is perceived to be as knowledgeable and skilled as they are in their niche.
- There are substantially fewer barriers to conversion because your prospective clients are pre-sold by perceived knowledge and specialisation.
- Limiting the number of competitors you have because you are perceived as one of the few (perhaps only) coaches that can meet the clients unique needs.
- Building your reputation and reinforces your positioning as a superior (if not ‘the’ superior) coach in the niche.
- Being given the opportunity to speak, comment and or write about important issues, challenges or opportunities within the Niche.
- By default it gets you involved in industry events and networking opportunities.
- In turn this opens the door to have your ideas and insights published and talents recognised by important industry commentators, which in turn assists in developing your image as an expert!
- Your reputation as an ‘expert’ will endorse your business and vice versa;
- It allows you to be more selective with the clients you work with and you can deliver products and services you are most passionate about.
- You can take advantage of powerful and highly leveraged marketing strategies such as publishing, public speaking, networking opportunities, joint ventures, referrals and endorsements.
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improvi
There is one powerful strategy all event and meeting planners use to reach the level of success they really dream about. It has nothing to do with event themes or locations, or your budget. It has nothing to do with your training in the industry. What I am talking about is much more powerful, and has the potential of positioning you as #1 in your industry and to generate business you never thought possible.Let me explain.When I first started my business, I felt very much alone. I had this feeling of pulling all the weight by myself, very limiting. As soon as I started collaborating with other people, I began feeling like nothing was impossible! I would come up with an idea, pitch it to one of my partners, and we would almost immediately turn it into a new revenue source. It took me a while to unde
- By default it gets you involved in industry events and networking opportunities.
- In turn this opens the door to have your ideas and insights published and talents recognised by important industry commentators, which in turn assists in developing your image as an expert!
- Your reputation as an ‘expert’ will endorse your business and vice versa;
- It allows you to be more selective with the clients you work with and you can deliver products and services you are most passionate about.
- You can take advantage of powerful and highly leveraged marketing strategies such as publishing, public speaking, networking opportunities, joint ventures, referrals and endorsements.
- You get a much higher return on your marketing dollar, reducing your Client Cost of Acquisition, improving your bottom line net income (and breaking even earlier as a business start-up);
- You are able to build greater client loyalty which significantly increases your new client referrals, which in turn dramatically reduces your cost of client acquisition.
- You get a higher conversion rate to your services. Prospective clients are far more likely to trust and appreciate the wisdom and knowledge of a coaching specialist.
- The ability to solve a broader range of client problems. Once you’re an established and trusted advisor for the client you will be able to expand the range and scope of services provided.
- The chance to better educate clients to the value you provide and charge fees based on the cost of the niche problems rather than on an hourly rate.
- You can expand your services from 1 to 1 coaching to include highly leveraged product based and 1 to many services.
- Being able to work with more astute and strategically beneficial affiliate partners who will provide higher value to your clients and ultimately better financial return to you.
- Due to your strong client rapport and expertise, your clients will have a greater propensity to take up your endorsed affiliate services;
- As an expert in your niche, your service becomes the only logical choice for your prospects.
This article is an abstract from the Ultimate Coach Business Development Program, a comprehensive 24-month eCourse designed to walk coaches through the process of building flourishing businesses. If you'd like to learn how you can access the entire program email us at info@lcia.com.au.
© Life Coaching Institute (Aust). If you wish to republish or reproduce this article, please include this information in the end of the article. For more information about the Institute – please visit www.lcia.com.au/lz.
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