How to Start a Coaching Business From Scratch (2020)

So you’re Just on the cusp of kind of starting up your coaching practice and you’re hoping to explode it out of nowhere. But what I want to get out of it is to help people feel excited about their lives. Lit up with him from within and have a real passion and purpose. Oh cool sounds really clear and, like obvious about kind of I’m starting to get a picture of who it is that you want to help and how you’re going to help them. And I think it’s um it’s one of those things that a lot of the best coaches and coaching practices are built on. This need to obviously help people and transform their lives. So I think that’s the best place to start. I know you’re working with another business coach as well, so we’ve had a good chat beforehand to work out exactly how this is going to go. One of the things which I think we’ve established is kind of taking some of those early steps in terms of setting up a coaching practice and how to get started. So do you want to explain kind of you know where you’re at at the moment and what some of those early steps look like for you right now? Yes, so the first step, I think, is I want to do. We were talking about three for free. I want to start talking to people, you know where I’m kind of learning the coaching as I go, helping people and and they’re helping me too. So that’s something I want to do, and I also need to develop my customer journey and really plot those steps of you know then coming to me with a pain point to to fix, and then me kind of plot in those steps that will lead them to Their breakthrough and they’re, you know that outcome at the end. Oh well, should we dive in yes customer journey excellent, I’m just going to share my screen up here. One of the best things about working with coaches, who are just starting out is the fact that literally, we have a blank canvas to be able to design this thing so that it is the perfect business model customer journey framework that we could possibly build. Sometimes – and you take a coaching – he’s been kind of doing it for years. You know for a long period of time. Sometimes it can be a little bit of kind of unpicking before we actually get into the good stuff and start rebuilding it’s a little bit like you know, imagine rebuilding a house you’ve gone. I’Ve got to take off all the old plaster and dig up the floor and take the old roof off before you actually start putting everything back together and making it look nice again, so I love the fact that we’ve got a blank sheet of paper here, which We can kind of work from so I don’t know if you’re familiar with my. I have a product architecture model which has the seven perfect steps in a customer journey and it works for anybody who is in the service, client, business, so coaches, consultants and freelancers, and we’re going to try and customize this. So it’s specific to you, so it’s called the product architecture model because it will eventually start to look a little bit like a house but initially and you’re kind of going through this process. At the moment, we have to do the marketing in order to attract people to our house in the first place that we’re trying to sell. So we have a process which we call and building marketing assets. Basically now I know that you’ve already, for example, started with a Facebook page mm-hmm yeah. What else have you got? I am just in the middle of building a website, so I started off as a blog site just to share my writing journey, but I’ve realized actually that that needs to be a bit more strategic. Now, I’m not just a mere rambling off about my my own thoughts on things it needs to be. You know what kind of a more of a sales point of like a shop window. I mean I think I need to set up Instagram and Twitter too, and maybe do some live videos love it yeah absolutely so we need some live videos potentially on your Facebook page. If I could spell videos that would help my videos, I’d also recommend potentially looking at setting up a group, which is what the coach mentioned as well. I said offline before we started recording that and I had an idea for that, which I think could be quite strategic for you, and I was wondering whether and one of the things what she could do was like. You know they’re quite popular at the moment, but you could do something like a five day challenge which is like a you know, a five day find your fire challenge or something like that, love it. You know and use that so basically, what you’ll be doing is using the group to you know as a feeder. Basically, so when people apply to come into your challenge, you say cool one of the first steps is you need to go into your group, so I’m I’m a massive fan of Facebook groups because you get great engagement in them, but the best thing about it is Just I mean yes, okay, it’s on Facebook, but technically it’s your audience, you and the audience, and you get to put whatever content, and now you see it’s gon na be most beneficial to your clients. One of the hardest. Things, though, is building an audience in the Facebook group. If you don’t know what you’re doing so, something like I worked with a life coach kind of gon na, be some doing something similar to you. However, their approaches not that yours isn’t their approaches, scientific, so they do energy coaching, but they have a little device which does blood measurements, looks enzymes and your blood. It looks at proteins in your blood and various other things like sleep patterns and to make sure that you’re kind of you know working optimal kind of energy. They did a a 21 day energy challenge in their group. They did some Facebook ads and spent six they’re Americans. They spent six hundred dollars, but they got twelve hundred people signed up so twelve hundred new people into their Facebook group. Nine hundred engaged well in the challenge and when they open the Carter in terms of like their product launch and taking on the next cohort of clients, they did twenty five thousand dollars of business. That’S incredible! Ten new clients and we’ve talked about price for what you’re charging. So I reckon you’ve got great opportunity to do some kind of a five day. Challenge to kind of you know, build up the audience in that group and you put challenge down there just because I’m gon na need that space and the other thing which I think you could potentially be doing right now as well, is getting your Google, my business Listing set up: okay, okay, so Google, my business. What if you were to search for like life, coach Cheltenham, you normally get a little map and three people underneath some of them have review some down so that little mapping section it’s called Google Places or Google. My business, and so what we want to do is we want to make sure that and by the way Google works on trust. So the sooner you set that up the more trust it’s gon na have okay, so I would recommend setting up a Google, my business listing right now put as much information into it as you can so. You’Ve got a hundred percent of the little dial which says how much if your profile is complete, make sure it’s 100 percent complete and then it loves reviews. Now I know you don’t have clients yet, but you’ve got friends, family work. Colleagues and people like that. Who can vouch for you and say that you’re a trustworthy human being you be, you know it’s a pleasure to work with Joe in whatever capacity is, they might not necessarily be able to vouch to your coaching ability yet but to go out and get ten reviews As quickly as possible, so that you’ve got a bit of another bit of real estate, which is there it’s free, you can do it very quickly and it and it will just speed the process up. So, when you’re ready with your program, it’s you know, you’ve got some assets already built there. So Google, my business. I would definitely do that sort of straightaway. The group definitely get that up and running the challenge might take a bit of planning to be. You could launch that you know it’s seen enough yeah! Well perfectly. I’Ve just signed up for a five-day set. Your Facebook group challenge up set your Facebook group up challenge, so I can do that alongside great that’s perfect. So we’ve got a couple of other steps which I’m starting to kind of this. This is going to be your your customer journey, I’m running out of space, so I need to move some of this down here we go so like I said it looks a little bit like a house, but once we’ve kind of used the marketing assets. The first step of it to attract our audience members in there and I’m going to talk about your audience in a second, because I was a bit worried about your avatar and how specific is so? We will come on to that. The idea is that, once we’ve kind of attracted them, you know with something some kind of offer at the front, we’re giving them a ton of value. They can see what we’re about you’ve got the book as well. That’S another asset marketing asset when that comes out. You’Ve then got to start to then like you’ve got now. You’Ve got a Corral. A big group of people we’ve actually then going to start to narrow it down and work out whether they are going to be good clients or not so there’ll be some form of assessment or quiz or diagnostic that you need to run with people okay. So when I, when I first started out on my coaching practice, I was going to share mine because I’ve got, I don’t mind, sharing this tool and I still have this, but in like an online form. So I mean this is an assessment form for a business coach. Okay, so for me obviously – and it talks about the basics of kind of what should work life balance like watch it. You have a business plan had what product clarity have you got? Your pricing nailed. You know so it’s Twitter, like a 20-point checklist yeah, you could potentially, with your clients, start to create a 10 or 20 point checklist as to the things which you’re going to be helping them with hmm, so confidence, energy passion for life, work/life balance. You know you name it you could you come up with to your twenty criteria and then simply get your prospective clients to mark themselves on the scale of one to ten? Now, obviously, if somebody’s writing down their ten out of ten for all of them, they probably don’t need your help. Okay and but if we start to see some of these schools that are low, for example, what I’m looking for, especially because my focus is always on product pricing and sales I’ll be looking at this and going well. If they’re, they could be ten out of ten. For everything else, but if product pricing sales are low, I’m like bang, I can help you straight away. I can add an enormous value and it starts to give me a bit of information about the client and see whether it’s a good fit or not makes sense. Yes, so you could, you could create a very simple your version of this, but a very simple um, you know, assessment form would can start to kind of break down and work out whether a client is going to be a good fill, not the other thing as Well, as as you start to raise your and this page is relevant here, as you start to raise your profile and get busy new books out and you’ve got loads of people coming to you, you need to start to think about kind of automating. Some of this process mm-hmm so as they as they shift from you, know, step one marketing assets through into hey Joe. Actually, I’m really interested in knowing a bit more about what you do and you’re going to want some kind of automation in there. So a very simple way to do that is just to have like an online booking form, so there’s tons of different ones. This acuity sheduled once calendly, my favorite, is acuity scheduling, which is one which you can see here, it’s embedded in my website. So it’s like a really simple website address to type in so fearless top is four slash. App people can book into my diary for a free consultation. It’S linked up to my diary on my phone okay. So if somebody books on here, it blocks out the time on here and my wife doesn’t get pissed off with me, which is quite handy and vice versa. If I book something on here, it automatically blocks it out, and here one of the best things about this is, though, there’s also a little bit more of an you know, a more detailed application form as well a bit of background about their business. But, most importantly, what’s the current revenue what their goals are they committed to actually making those changes right now? How soon can you get started? So it’s more of some of those buying sorts of questions mm-hmm, so the most important thing we want to be getting get starting to gather information about our prospects and booking them into a consultation mm-hmm now, so that it’s clear we can start to also, then get A gauge for how much activity we’ve got to do at each level in order to start to sell our core products. So, typically, between these two bits. Here you want 70 applications or conversations as I call them, and you want to be booking 10 consultations with prospective clients in order to sell two of your core product. So at the moment. So, let’s just think about this – so you’ve got your. You can have an online course, but your core product is going to be, let let’s say for argument’s sake: it’s a 90 day program yeah and it’s gon na be 1,500 pounds, mm-hmm, okay, so a good conversion rate. There is somewhere between 1 & 5 & 1 & 3. If, when you start enrolling clients, your conversion rate is higher than 1 & 3. That tells me that whatever price point you’re selling out is too cheap, ok doesn’t make you a good salesperson. Normally it’s because you’re too cheap, so that we can use that as a guide as to how much you can start to sell your core products out. Does that kind of make sense, but the bit the bit where and there are just to kind of complete this? I’M not going to go into too much detail here. You’Ll see a couple of blanks. You also have something called a follow-on product, so this could be. Maybe somebody goes through and does your 90 day program, for example, and they might then just continue with your coaching at 500 pound a month, mm-hmm yeah. So what we? What we starting to do is build up something called customer lifetime value. So you got your front end product your 1500 pound 90 day program. You’Ve got your back end product, which is then ongoing coaching. So if you, if you’re working on a one-to-one basis now it might be that when united states online course plus some one-to-one coaching or group coaching right, but you may also just be able to sell the course – and you could sell that. I don’t know. Let’S say at two four: nine something like that: so people could just dip into that DIY yeah, do it yourself and and that’s all they need they get the result. They don’t need your help anymore, great tickety-boo, yeah and the final part of this is then what we call social proof. So this goes hand-in-hand with Google, my business, but it includes things like case studies. I please testimonials and definite includes reviews so you’re three for free, which I definitely think you should do it’s actually mostly about building out. You know the social proof aspect that we’ve got down here. So, if you’re going to do some work with somebody to get just to test out your coaching program, see what sort of results you get, what sort of problems challenges people facing, give it to them for free but say, would it be? Ok, if once we’ve worked together, I can get a case study from you. Could I do a quick, two minute interviews in which we use as a video testimonial, and would you mind leaving me a Google review so again? That then leads back to exciting news. I can offer three of you an hour’s session for free because I well I don’t want to do, is go. I do know what I’m doing so. I need to practice on. You hang on. Let me just I’m gon na have to come back. Cuz we’re gon na have to Cochin. Is so no it’s the short answer. So probably the people you’re speaking to a much more sophisticated than a hey, come and buy my stuff or even if it’s free, I’ve got something something exciting to tell you. What you should be doing is when you’re putting content out, make it highly valuable. So today, I’m gon na be giving you seven tips on how you can you know reignite your passion for x, y & z, for life. You go through the seven tips and what’ll happen is you’ll get a little box underneath where people like comment and share, and what that you know, there’s no currency in that necessarily, but it is a bit of an indicator, is to like the fact that people, like Your content, so if somebody’s in there going – oh, my god, this is amazing. This is going to transform my life. You could just drop them, quick, personal message and say: hey Sharon thanks so much for commenting on my post. What was it specifically you liked about that? Post or by the way, hey, listen, and you know I’m going to be launching my program soon. Would you like a free consultation with me? There are a couple of caveats to that. If it’s, okay with you, it’s totally free it’ll, be a full. You know 1 hour 2 hour coaching session, but what I need you to do after that is the case. Study review, testimonial yeah, so you don’t announce it. You put some really valuable content out. There get some engagement and then hobbyist engages you get to do the coaching you invite them to do that coaching session with make sense, because other world, like people just you know, you’ll get you’ll, get all the freebie hunters and the tire kickers who’ll just go for Any free thing, basically, if that makes sense yeah, whereas actually what you want is people who actually need help yeah, it’s a bit like if you go and ask you know a rubbish analogy, but imagine if you go and ask your mum for some advice on something. Oh better still, you going in ask an encyclopedia salesman, whether you need an encyclopedia, of course, they’re gon na say yes, ok, so we’ve got a it’s part of this qualification process. I think which you need to refine mm-hmm. So we talked about having some kind of an assessment form in place. You we’ve got the marketing assets, which you’re building great we’ve, got some kind of an assessment processing in place here to start to qualify people in Rowell, one of the you can build a really simple assessment form and I call it a qualifier matrix, which is exactly As it sounds, it’s just a a two-by-two box, so give me give me two things that two things that either your ideal client struggles with or wants to get a good. You know what would be a good result for them or tell me just tell me something about you know your perfect client they’re unhappy. Okay, what else I can’t think now, I know all the answers have they got a job that they love and career like so the career is, let’s just go with no one. Yes, so we’ll assume that what we mean by that is yes, they’ve got a good career that they enjoy. No, they haven’t, you know. So what this looks like basically is they might have if they’ve got no career and they’re unhappy, we’ve got a bit of a problem, it’s more than likely that you can probably work with them. Mm-Hmm right. If they are that’s to you, some different colors. Here’S a green would do amber next. It might be that maybe they’re happy but they’re like generally in life, but their careers, not fulfilling okay. So this is still a tick. We could potentially work with them, but we’ve only got one area to work with. It could be that they’re really redundant. I’Ve done that in the wrong one. I think I know I haven’t so it could be they’re really deeply unhappy, but actually they’re in a job. They love yep. So, yes, we could potentially work with them because we can make them happier. However, if they are really happy and in a career which they love, we probably can’t work with them because they’re already there, if that makes sense. So this is just a simple way of working out when somebody comes to us with a set of problem or problems or challenges, or something like that, starting to identify whether they’re a good fit for our business or not. So when I was asking about your and I’m gon na split the screen down here, your perfect client, what did you say? Your avatar, I said, maybe perhaps middle-aged women he’s got to her stage in life with you know a lot of challenges she hasn’t, perhaps quite confronted them all. She’S unhappy unfulfilled feels like she’s just existing rather than living once we kind of lit up from the inside. Once a sense of purpose, a passion for something, if you could, if you could named banner a sticker or whatever encapsulates what you’ve just described in one word, what would that be on fire? I don’t if the system the opposite, oh, the opposite down to Jackson, depressed unhappy divorced or divorcing mmm, so relationship problems, yeah single-parent love it so when, when we talk at the reason why I wanted to do go through that little mini exercise, there was because, when You talk about middle at unhappy, middle-aged women. I would say that and Jen people generally. I would say that nobody has ever really achieved their full potential. It’S so rare that you meet somebody who has just got everything absolutely sorted out so kind of what you’ve said to me. There is everybody. Is my avatar. If you target everybody, you target no one yeah, that’s why we’ve got to drill it down and be much more specific. So actually it could be that what we’re going to focus on is single single parents but single mums in their 40s and we could go. Is there anything that we could go even more specific on that? With that probably be give us enough information, I think, to get started with, because probably what you’ve done is you might narrow it down from say 70 million people in the UK middle-aged women? Probably now you’re down to about, I don’t know eight million you narrow it down even further into single mums in their 40s, and now you dance like if tens of thousands or hundreds of thousands, okay, so and also think about it. This way, Joe, if I were to say something to you like so I’m a business coach, I help business owners to grow their businesses. That’S statement, one statement two: I help female want to be female coaches in their 40s to start up their coaching practice and grow. It to 100k, which one resonates more with you specific like I’m talking about, I could be talking about you or you know, so. We’Ve got you you when you start to kind of put your marketing message out there. You’Ve got to put your yourself in your clients shoes because otherwise, like what’s going to happen, is they might read you your book and go this really resonates with me, but I don’t really know what to do with it. Next, if you, if you’re too vague with that message, whereas actually, if part of your marketing message states that know this is who you specifically work with? What will happen? Is you know? 100 people might read the book. The 10 people who fit within your niche super specific will go. Oh, my gosh Joe’s talking about me and they’re more likely to act and the one thing which most people are really afraid of when they’re niching is that they’re cutting out a massive chunk of the marketplace. Okay, now I’ll just give you an example this. So I work with broaden each service: client, businesses, okay, who are charging time for money, so we’re narrowing it down so out of the experts base, but specifically coaches consultants and freelancers. So when I use those three words in front of a roomful of people, all of the coaches, all of the coaches, consultants and all the freelancers kind of prick up their ears and they’re interested. And then I start to talk about the problems and challenges which they have so I’ll say something along the lines of you are a coach consultant or freelancer you’re super intelligent, really bright. Human being you get. You’Ve got an amazing program. You get great results for your clients, your clients, love you, but there’s a couple of things wrong here: you’re super busy. All of the time rushing around like a blue asks for I trying to satisfy all these people, whilst you’re not satisfied yourself and at the end of the month you check your bank balance and you’re scratching your head wondering why there’s not enough money in there to Reward you for all of this hard work. Whenever I do that social pitch, you imagine the amount of people who come up to me afterwards and say I that once a networking group for about 30 people – and I got five bookings for diagnostic or straight afterwards, yeah exactly and everybody announced – I don’t mind – alienating Everybody else in the room, because I’m clear on who I work with so you’ve got to get to a point where, by you, can articulate your value, your perfect client and be able to step into their shoes and express their pains in order to start to break Down the barrier to attract them into your business, mm-hmm perfect. Have you got any questions to me about any of that at this point you’ve covered. You know, as I said, I’m starting out, so you you’ve covered the main things that that I needed is it as a real jumping off point and and where to really start with this, and and it’s that kind of scrambling, isn’t it rabbit in the headlights? I don’t know which bit to do first and I’ve got all these things to learn and to do, and it’s just having a clear process and a vision, isn’t it about where, where to go, first yeah that needs to lead to. I I think, you’re I mean you’re doing the right things in terms of building the audience now, like the sooner and earlier you build that audience the better, but I think one the one thing which is gon na and if I was to give you a piece Of homework off the back of this, I think you’ll be to sit down and write that assessment form out. Yes, so what? What are the 20? What’S your 20 point like MOT that you’re going to be testing people against, and then I mean literally when I did my first version of it. It was just business plan empty space to write a number in products empty space to write. You know it’s just a very plain piece of paper just with these things written down in a word, doc, yeah, and that you can then start to use that to steer what content is going to go into your online course mm-hmm for each one of those 20 Points you may end up with a model which you use in order to coach somebody through a specific challenge. Mm-Hmm. So, for example, fulfillment could be the Wheel of Life yeah. I don’t know if you’ve heard of that. Yes have you for sense of purpose. You could use a key guy, they don’t have to be your models. You could use other models which you know are already out there and adopt them for your business. I think come, I think, ultimately, because you’ll there’s there’s also an element of life coaching which crosses over into mindset yeah. I do wonder, I think my advice would be event not right now, but eventually to get a coaching qualification, something something like Anna mass or the coaching Academy. I think would actually be really good for you just to give you just to open the door to things like those various different sort of frameworks and tools which you could use in your business. But if you’ve got the power and the ability to help people now and start changing those now crack on like do it, do the do the assessment form design your program do the three for free and you will be flying you’ll be well away. That will give you everything that you need to go way into. I think that’s exactly what I wanted to do with the with the fix your business series.

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