I was flicking through the sleeve notes for Dolly Parton’s latest album as a passenger on a long drive to York recently when I was reminded of a recent conversation with a new coaching client.
My client’s goal is to develop a new area of business in
which to apply the skills that she has. It will take her into new arenas and require
her to know and value what she brings.
One of the hard things in moving into a new business is to
know what prospective customers want. And to act on that without distorting or
diminishing what you offer. Dolly’s approach is to show “all the colours of my
life” in all the areas of music that she embraces. She’s proud of her
repertoire and range. And as we ‘market’ ourselves, we should be similarly
proud.
My client said she wanted to know what I had learnt from
developing a coaching business. As a coach, this request sits uneasily with me.
My way is unlikely to be her way. But can I share what I have learnt? Dolly helps
with this: “I don’t like to give advice. I like to give people information
because everyone’s life is different, and everyone’s journey is different.” So
what information do I have about what has worked for me?
· Show your
true colours: showing yourself as you are rather than as you think your
clients will want you to be. That way you get the right clients on the right
basis.
· Be
prepared to put some people off:
some people don’t like country music (in fact I’m not a big fan, but
Dolly is special). This is the price of showing who you are. But it leads to
a better fit.
· Adopt the
reputation you want to create: coaches and others struggle to communicate
what they are about. So what would you most like your clients to say about you?
What do you want to make true? Dolly says: “Find out who you are and do it on
purpose”.
· Don’t
sound like everyone else: coach profiles on Linkedin or individual websites
seem inter-changeable to me. They use the same words, make the same claims,
have the same feel. There’s nothing wrong with them. They’re just not very
interesting. I suspect this is also true for businesses other than coaching. Use fresh words. Be different, provocative.
·
Be bold
in what you call yourself: this is part of not sounding like everyone else.
I don’t pretend to have cracked this. But I like it when I find a “business
story-teller” rather than a “communications consultant”, or a “provocative
listener” rather than a coach.
·
year old who is about to become bored, repeat
and revisit.
·
Network
with a purpose that fits your values: I struggled with business-to-business
networking events. And I felt uncomfortable schmoozing corporate gate-keepers
and influential past clients. That was until I got interested in them. Once I
started going with a spirit of inquiry, with the goal of discovery, then I
relaxed. No hard sell, just conversation. And that meant they saw me as I
coach. And that brings the right business.
·
Be clear
about your business model: you can go solo, collaborate, form a
partnership, be an associate, build an empire. Which do you want? That guides
the work you do and what you say about yourself.
·
Decide on
niche or range: few coaches make a living just from coaching. And some,
like me, find synergy from teaching and facilitating on the leadership issues
that many coaching clients bring. What’s your offer?
·
Do work
that excites you, turn the other stuff down: this takes some courage,
especially when you’re starting out or if times are hard. But your best work is
your best marketing. And your best work requires you to be excited and engaged.
Saying what you will and won’t do shows clarity and integrity.
·
Invest in
yourself: or as Dolly observes: “It costs a lot of money to look this
cheap.”