It doesn’t matter if you are starting or scaling your business, as a coach you’re here to help solve problems.
Your offer needs to start with the pains and problems you solve.
IF YOU DON’T LOVE YOUR CLIENT’S PAIN, YOU’RE THE PROBLEM
I’m going to refer to your prospective client as your Inner Client.
Do you know your Inner Client’s PAIN as if it was your own? One of the biggest obstacles I see in business is not knowing your Inner Client’s PAINS & PROBLEMS.
Often the solution or the “how” becomes the focus in attracting your Inner Client. Or, you run on your own assumptions that are disconnected to a degree and don’t resonate with your sales and marketing efforts.
The irony here is that this is going to create YOUR OWN PAIN in your business. This pain will come from not knowing the driving motivation for a client to hire you. This will make resonating with the right clients a challenge.
Are you signing enough clients? Or, is your reach as powerful and impactful as you would like? The more alignment and resonance you have with your Inner Client, the less effort it takes to create a deep connection with them.
AND — BUY FROM YOU!!!
If you spent less effort attracting the right clients, where would you spend the extra energy and resources? It frustrates me to know when people have a transformational product or service that isn’t reaching enough of the right people.
You lose out in offering your life’s purpose in missed opportunities and your potential clients miss out on your transformational work. Everyone loses!
MY CLIENT’S PAIN
I know my Inner Client well, and they hire me because they want to SCALE their purpose-based business. Their problems or the symptoms might be described differently…
- “How do I find more clients?”
- “How do stop getting burned out trying to reach my goals?”
- “I don’t know how to take my business to the next-level.”
- “There’s something wrong, but I can’t figure out what that is.”
- “I have a problem with what I think I’m worth and how much I charge.”
The pain is all the same for them and is rooted in the same place. They all have a DEEP DESIRE to create IMPACT through their PURPOSE. But, something is missing and they aren’t having the IMPACT on more lives through the products and services they offer.
PAIN & YOUR PURPOSE
I know you have a strong sense of purpose and know THE HOW in creating transformation for your clients. I’m going to share the biggest problem I see in growing a coaching business.
Clients invest for two reasons:
- They want to solve their PAINS & PROBLEMS
- They want to create their DREAMS & DESIRES.
And, they DON’T GIVE A SHIT ABOUT HOW THEY DO IT.
When it comes to marketing and selling what you OFFER, you need to tap into these two areas on the subconscious level. So, how do you get there? I’m going to walk you through this step by step. This is the EXACT same process I use for my 1:1 coaching clients.
This process is similar to Ideal Client, Avatar or Market Research, but I try to go extra deep in this process because WE ARE COACHES. I call it the Inner Client because, for most of us as coaches, we are fulfilling our DEEP PURPOSE in the work we do. This comes from a place deep inside of you! And, as you know this is an INNER GAME of TRUTH.
Here’s a high-level overview:
- Inner Truth
- Inner Client
- Inner Client’s Pains & Problems
- Inner Client’s Dreams & Desires
- Inner Client’s Gap
Your Inner Truth is living your heart’s desires and, at some point, your journey evolved into being of service. Your purpose became a priority and your profession.
Part of your Inner Truth is how you want to offer your gifts to the world. Most often, you get to make this up according to your heart’s desires.
If you’re like me you LOVE to work one-on-one with people or in small groups. I won’t go into how to find your Inner Truth, and I assume those that are reading this already have established business rooted in their purpose.
Have you ever wondered who’s your next client? The interesting thing about finding or creating your clients is that, just like your purpose, you get to make this up according to your heart’s desires.
If you could hang out and work with anyone, who would that be? Now find that group and see where they hang out and get to know them.
My Inner Client is other coaches. The majority of the people in my life live in the coaching world and are connected to similar industries. So no surprise that my clients are all coaches as well. Once you know who they are, invite them into a conversation about finding their PAINS & PROBLEMS and their DREAMS & DESIRES.
I cannot STRESS THIS ENOUGH!!!
When you enter into this conversation… Don’t start it off with YOUR product or service idea! Don’t start it off by trying to validate YOUR business idea! Make it about them. Offer nothing more than a deep desire to get to know them, NOTHING ELSE.
Inner Client’s Dreams & Desires
The first question I ask is something along the lines of:
“If you woke up tomorrow with any kind of life, what would that look like?”
They’ll either be super clear or they won’t have any idea. It’s your job to coach them to the answer and to go deeper.
Another question I use:
“What are some of your forgotten childhood dreams?”
When you receive a response, dig deeper into their answer. For example, I can share about myself.
“I live my purpose by helping aligned entrepreneurs grow their businesses.”
Why did I choose this?
“I’d been a consultant for twenty years and after my awakening, I wanted to support purpose-driven entrepreneurs create change in the world.”
Why do you want help people to create change in the world?
“I remember when I was a little boy hearing Bible stories about healing people and wondered why so many were still sick and dying.”
“I remembered thinking that I would learn how to help heal people. So after my transformation and healing my body, I knew how I could help.”
“I then took my business experience so I can serve those that want to help heal and change the world.”
Remember to keep asking “Why?”
I don’t usually stop asking “Why?” until I reach young childhood. This will allow you to reach deeper beyond the story today. If you look at my career as a coach, consultant or business strategist, you will only see a glimpse of what makes me tick.
So DIG DEEP.
You will likely find that many will provide excuses for why their DREAMS & DESIRES aren’t being realized, so be ready to capture those nuggets.
Inner Client’s Pains & Problems
I usually start with the DREAM & DESIRES because after you learn what they want and why, you can simply ask, “What’s getting in the way of reaching your DREAMS & DESIRES?”
I find that people will generally give you the reason they’re not getting what they want without asking. This is probably even more important to DIG DEEP here.
The greatest motivator for change is PAIN. You need to do more than see the surface problem, story or symptom they’re suffering from, but dig into the actual pain they experience.
You must be able to see the pattern that persisted into their current PAINS & PROBLEMS. Without understanding the pattern, it might be hard to understand the subconscious programming that created it.
When you understand the deeper cause, you can better connect with your Inner Client. I usually do not stop asking, “Where else has this shown up in your life?” until I’ve reached somewhere in their childhood.
Inner Client’s Gap
The Inner Gap you hold gets expressed through a product or service as your offer. Your OFFER fills the GAP between your prospect’s PAINS & PROBLEMS and their DREAMS & DESIRES.
You will also see the spectrum of people you want to serve. It typically takes my clients around 12 interviews to start seeing the patterns.
I recommend that you spend at least 60 – 90 minutes getting to know your Inner Client. If you’ve done enough of these interviews, you will begin to see a pattern of how you can help.
The beautiful thing about this process is that just as you’ve experienced your transformational journey in knowing YOUR TRUTH, finding the TRUTH of your INNER CLIENT is just as life-changing. It’s not enough to have a purpose and put yourself out there, you must dig deep into who your Inner Client is as if you were doing your down deep work.
To provide you a brief overview of the objectives of these interviews: Make the conversation entirely about them and their DREAM & DESIRES and their PAINS & PROBLEMS.
Here’s a list of core questions that need to be asked:
- Primary question – DREAMS & DESIRES: “If you woke up tomorrow with any kind of life, what would that look like?”
- Primary question – PAINS & PROBLEMS: “What’s getting in the way of your dreams and desires?”
- Take them deeper into their answers.
- Take tons of notes and record your conversations.
- You will need to distill this down for each interview.
- You will later be able to use this in your sales copy formulas.
IF YOU KNOW YOUR CLIENTS’ DESIRES, YOU’RE THE DREAM
This is a two-way system of making dreams for you and your clients. Some call it branding, marketing, or sales, but I call it your Inner Truth and your Inner Client.
When you find the alignments between the two, you can magically call in your dream clients — all while helping them create their dream while you live yours!
LET’S CRUSH IT
To me, business is an expression of the heart.
I help aligned entrepreneurs scale their businesses so they can fulfill their purpose in life. I work with coaches and purpose-driven entrepreneurs who want to create a revolution of possibility in the world while building multiple six & seven-figure businesses.
I’ve helped many coaches start and scale their coaching businesses. I want to help you in creating an offer that will bring in five figures, six figures and more…
The tools I’m sharing with you right now will give you the ability to create an offer your dream clients can’t resist.
But — What do you do when you get them on the phone and they want to work with you?
If you’re ready to learn how to close them and make massive money, then my training will help you structure your sales calls and lead your clients to a “FUCK YES!!!” to working with you.