Over the years, I’ve seen many coaches approach client acquisition like hunting. They declare, “I need to find clients!” and their intention has the same focused, intense energy of a high-stakes pursuit.
Imagine how it would feel to be on the receiving end of that energy.
To be clear, it’s really wonderful to powerfully claim somebody that you truly feel inspired to work with and invite them to a breakthrough session so you can find out if you are a good fit to work together. However, those cases are extremely rare; I’ve only experienced a situation like that two or three times in my coaching career.
Generally speaking, my goal with my clients is to have them create a business development and marketing plan that has their divine ideal clients being pulled toward them all the time… no hunting necessary.
This shifts the energy away from the pursuit mentality and toward answering the question, “How do I become so attractive that people find me through referrals and strong brand reputation? How can I craft a strategy for people to easily find me?”
Our ideal clients want to buy but they don’t want to be sold.
If you find yourself constantly claiming people, be aware that it might work against you in the long run. You want to be the person that when you walk in the room, people turn their head in the right direction. That they think, “Yay! Tara is here!” And not, “Oh shit. Tara’s here…”
To create that presence that draws your ideal clients to you:
- Develop an Ideal Client Profile so you are very clear about who you help and how you help them.
- Develop your Unique Value Proposition: What do you do and how are you uniquely qualified to help the people you work with?
- Develop your Positioning Statement (which essentially answers the questions “What do you do?”)and your Elevator Pitch (what you share when people want to know more about what you do). Then, practice, practice, practice that elevator pitch so that when you talk to people, it is abundantly clear who you work with and that you have a passion for coaching. Do this well and your ideal clients will be pulled toward you and those that aren’t potential clients can confidently refer others to you.
- Use your Ideal Client Profile to craft a business development and marketing strategy that aligns your sweet spot with your ideal client’s biggest need.
As always, I’d love to hear your thoughts and questions!
Tara Butler Floch