As you may know, as part of my coaching business, I offer an enrollment training called “Getting to a Powerful ‘Yes’” to coaches who want to expand their client base and learn how to convert prospects to clients with ease. Recently during one of these trainings, someone raised her hand and said, “Tara, I can’t wait to try out these new enrollment skills, but how do I get them to want to have the conversation in the first place? That’s where I’m really struggling!”
And, yes, that is the million-dollar question!
There are hundreds of different ways to draw people to your business, but one of my favorites is credibility marketing because it is so in alignment with the nature of our work as coaches.
People hire coaches that they trust, know and like AND that they believe will help them make a significant difference in their lives.
One of the fastest ways to establish trust is through credibility marketing.
But let’s back up for a moment – what exactly is credibility and how can you establish it?
It really comes down to three things. Truthfully, you only need to have one of these three things in your wheelhouse in order to be considered “credible,” but if you have two of them, you are far more credible in the eyes of your prospects. And if you have all three, you’re golden! Here they are:
Credibility Builder #1: I’ve walked in your shoes
You have credibility when you’ve already been on the journey that your clients are just beginning. You’ve been there, you’ve done that, and you have wisdom to share.
Credibility Builder #2: I’m a maker of champions
There are many examples of people, particularly in sports, who weren’t actually the best at that particular talent (whether it be football or being an Executive or whatever special talent it may be), but they have an exceptional talent for coaching others to become extraordinary in those arenas. You don’t have to be a superstar yourself to be a maker of champions.
Credibility Builder #3: I have credentials
Essentially, this means you have deep expertise in the field. This usually is in the realm of specific education, schooling, certification, awards, long standing experience or other credentials in your arena.
So, when you’re marketing your business through telesummits, interviews, blogging, webinars, creating books or ebooks, or any of the myriad channels in the credibility marketing spectrum, it’s all about establishing yourself as a credible expert in your space. Credibility marketing, at its heart, is about leading with your expertise and depth of knowledge and weaving your credibility into the fabric of your marketing.
And here’s where the magic starts to happen: when you have successfully established yourself as a credible resource in your field and you’re consistently sharing your message, people will begin to trust you and feel close to you. Coaching is such an intimate relationship that this feeling of intimacy is important; when your audience not only sees you as credible but also as someone they feel safe with, they will naturally be drawn into having an enrollment conversation.