CEO of Thrivology, a coaching agency that helps female coaches & consultants generate consistent clients and up-level their income & impact.
Over the past few months, businesses across the country have had to abruptly close their doors. As the pandemic continues, the sad reality is becoming increasingly clear: Many businesses (and jobs by default) are simply never coming back.
But somehow, during all of this, many coaches and consultants have not lost business. As someone who helps coaches and consultants find clients and grow their businesses, I’ve actually seen that many are doing better than they were before the pandemic. How is that possible? It comes down to specializing in the unique value they provide. From my perspective, there couldn’t be a better time for you to do the same.
Whenever there is a crisis, I believe there is always an opportunity. The key (and where most people fail) lies in identifying that opportunity and harnessing it for good. The truth is, the years of hard work you’ve put in as a coach or consultant at someone else’s company — and the experience you’ve gained as a result — have led you to this point for a reason. The things you know and the problems you can help solve can be a source of tremendous value to others, especially in tough times.
Instead of siphoning all your time and energy into someone else’s business, you can take the reins and use everything you’ve learned to create the life you’ve always dreamed of.
These three steps will help you get started down that path.
1. Identify the one problem you can solve.
One of the main misconceptions around coaching and consulting is that you need to be an expert in the entirety of a field. That couldn’t be further from the truth.
The reality is, in order to have a successful business, you have to be a specialist, not a generalist. People choose a coach or consultant because they believe them to be uniquely qualified to solve their particular problem. Your business must solve one specific problem, for one specific group of people. Those who have that problem will seek you, before anyone else, to solve it.
By specializing, you also gain a deep understanding of your market, thus allowing you to speak to their specific pain points and increasing confidence that you can actually help solve them.
Here’s an example: Let’s say you’re a personal trainer. Odds are, you can help anyone willing to do the work, right? But rather than position yourself as a trainer in a sea of other trainers, you could focus on helping middle-aged women get in the best shape of their lives. When the right people learn what you specialize in, they’re going to assume you have the knowledge to help them specifically. Maybe you have special exercises and eating plans that can help them get results faster. And while this might also be true of other trainers, if you were a middle-aged woman looking to lead a healthier lifestyle, which trainer would you want to work with?
2. Figure out the steps to success.
Once you’ve figured out the one problem you solve and who you solve it for, the next step is to map out the specific steps clients will need to take to get the desired result. Once you know what they’ll need to do, arrange those steps into chronological actions. Then, record yourself walking through each of those steps.
Every client will go through these lessons on their own before you come together to discuss specifics related to their project or situation. This is going to keep you from having to customize your service for every client. Instead, you’ll have a proven model that can help clients achieve results in much less time, all while giving you room to scale.
If your model is effective, ensure you’re pricing it generously, yet fairly, to ensure it directly reflects the results you provide. In my experience, this is the key to attracting clients who respect your expertise and value your time.
3. Put it all together.
The final piece of the puzzle is to compile all the work you’ve done so far so you can start attracting clients. You’ll want to create four lead-generation pages. The first page should have a strong headline that speaks to the end result you get for your client. This page will ask for their email address in exchange for the information on the next page.
The second page will contain a video outlining the problem you solve and giving a high-level overview of how that problem is solved. Beware of being overly vague here; the goal is to provide real value. At the end of the video, offer the option to book a call with you if they’d like help implementing everything you just covered. Include a link to your calendar under the video. This will lead to the third page, where they can schedule an appointment to connect with you.
The final page will be a confirmation page where you confirm their appointment and let them know what to expect on the call.
Once you have this system set up, you can immediately start driving traffic via your preferred method (which is more than we can cover here).
Turning Adversity Into Prosperity
Right now, you have an abundance of knowledge others need. I believe the information you possess could potentially change someone else’s life; you just need to commit to using it to change your own.
By shifting within the “new normal,” you can afford yourself the opportunity to emerge more successful than ever before. There is truly a blessing in every hardship if you are willing to find it.
Forbes Business Council is the foremost growth and networking organization for business owners and leaders. Do I qualify?