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Don’t try to explain what coaching is. Tell a story instead.

You know how when you tell people you’re a coach, they’re like…

***blink blink.***

***What is that?***

***That’s so cool! That’s so you! What is that, exactly?***

***Coaching? Is that like a counselor?***

What’s the best way to answer that question? Especially if you don’t have an established niche yet. Or if you’re not exactly sure yourself what coaching is.

Here are 3 approaches.

1. Give them a standard answer. Borrow one of these:

Coaching is kind of like having a physical therapist for your mind.

Coaches are future focused and therapists are more often past focused.

Coaches help people accomplish their goals.

2. Give them a short explanation.

Here’s the basic formula: You know how some people have ____ problem? Well, I help them solve that.

For example:

You know how some people want to figure out what they’re doing with their life? They’re looking for a sense of purpose or a better job? I help them figure it out.

You know how some people are looking for their soul mate? I help them find him.

You know how some people want to start a business but they don’t know where to start or how to go about it? I help them do that.

3. Tell a story

Tell the story of a client of yours whose life improved after working with you. This is pretty simple. Think of a few clients you have loved working with. It’s OK if they weren’t actual paying clients. Just think about coaching sessions you’ve really enjoyed.

Then tell the story about how that person’s life improved as a result of coaching. Think of specific benefits they’ve gotten from working with you. Incorporate specifics into your story.

Ask yourself:

What did they learn?

How did their life change?

How did they change?

Incorporate those specifics into your story. People remember stories. They understand real life examples. Concepts make intellectual sense. Even if they understand intellectually what coaching is, connecting with a story will help it become personal for them.

Bonus tip: Offer an experience of coaching (my personal favorite)

When someone asks you about coaching, you have an opportunity to connect. It seems like if you have the right words, you’ll feel comfortable. But really, that’s just part of the equation. While it is helpful to know what to say, it’s only about 20% of the issue. The real project for you is to stay present and connected. To focus on that instead of on how you look or worrying about what they think of you.

When you do that, you have an opportunity to serve powerfully.

Offer your friend or acquaintance an experience of coaching.

Like this:

Them: What is coaching?

You: You know how some people have a dream but they’re too afraid to go for it? I help them do that. I help them live their dream life.

Get curious about them. Ask a question:

You: What would you do if you knew you wouldn’t fail?

Them: _____.

You: I would love to hear more about that and help if I can. Would you like to experience coaching for yourself? It would be my gift to you.

Then you can set aside an hour or two to really focus on them and their dream. Connect with them and serve them powerfully. If it feels right to you, offer your ongoing help in the form of a continued coaching relationship.

This is one of the skills I teach my clients in Your First 3 Clients. Click here to learn more.

I believe in selling coaching by coaching. Because that is what we do best. The best way to love the business of coaching is to have it be actual coaching.


What do you think? Which of these approaches will you try first when someone asks you about coaching?






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