Here’s a question I often get asked by coaches in our community – “How can I get people to work with me if they aren’t sure they need coaching?”

It’s so interesting when I get that question because to me there is a clear answer: The answer is: you can’t! Or, at least, you shouldn’t.

A client’s commitment and desire are key components to a successful coaching partnership; the deepest transformation can only take place when the client truly wants it and it’s not a “nice to have”.

That is why I say, “Don’t try to convince someone they need coaching!” Persuading someone to purchase a coaching package they don’t truly need or want could result in a situation that is no fun… for either of you. Have you ever tried to coach someone that wasn’t really committed to change? It’s a slog and a waste of everyone’s time, money and energy.

On the other hand, when your potential clients are already leaning in before they even talk to you because your value proposition is so crystal clear, then it’s simply about evaluating whether you’re a good fit to work together (and your coach-client relationship will be much more effective and fun!).

How do you get someone to lean in before they even talk to you?

It all comes back to clarity on who you serve. It’s why I’m a huge fan of choosing a niche. I advocate for choosing a niche that you are passionate about that you know comes hand-in-hand with big challenges and deep desires that you can help them identify, connect with and overcome.

When you pick a sweet spot in an area where people need support, and you’re clear about your unique value proposition, your message and what you specifically offer that helps bridge the gap between where people are and where they want to be, you’ll pull people toward you. You won’t ever need to push to ”close the deal.” That’s why I’m not an advocate for giving discounts to people who decide on the spot, or other sales techniques aimed at closing a client, because you could be motivating them to say yes for the wrong reasons.

Remember, we’re not trying to attract the whole world. We want to attract the right clients, naturally, organically and easily because what we’re offering is something they already know they want.

With appreciation,

Tara Butler Floch