How To Start A Successful Coaching Business in 2020 [Part 2]

In this 3-part video series, I break down the business of coaching for anyone interested in learning how to start a successful coaching business in 2020.

This video, Part #2, is all about the sales process and the 2 things that must happen consistently in order to have a thriving practice.

Ignoring the advice contained in this video will surely bring struggle and even downright failure to your life coaching business.


Hello everyone, Dave Fernandez here, I’m the founder of The Coach Your Way School, and the author of The Number One Factor That Determines Your Success In Business, which by the way you can get for free once you join our Facebook Group and I have a link in the description for you to do so a little later.

Part Two of this 3 part video series on How To Start A Successful Coaching Business.

Today’s video is going to be about the Sales Process and the two things that must happen consistently in order for you to first have a business, and second be able to grow it.

In Part One, I talked about the Business Structure, how to take inventory of your personal skill set and the problems that you can help people with. How to figure out who your ideal client is and the people that you want and can help and also how to structure your practice by creating a coaching manual and an offer that you can present to the prospect when the time is right.

If you’re ready to learn more about the Sales Process, stick around because this video is for you.

The Sales Process for a Coaching Business is comprised of two steps. Two steps that have to happen consistently in order for you to have a thriving practice.

1) You must have an invitation to a strategy call, and  

2) Have a Strategy Call.  

I’m going to begin by defining what a strategy call is, because it is a term that I’m going to be using throughout this video.

A strategy call is a conversation that happens between the prospect and the coach. The purpose of this conversation is first for the two of them to get to know each other. Also for the coach to start gathering some information about the issues, problems and maybe some unfulfilled goals that the prospect may have, for which he may be inclined to engage the help of a coach in order to either solve or create a certain outcome or reach a certain goal. I’ll go into the details and content of the strategy call in a minute, but for now let’s just say that the ideal outcome of this conversation is for the coach to figure out if the two of them are a good fit and if they have the skills and the resources to help the prospect reach their goal or solve their problem. If that’s the case, then the coach will make a decision to make an offer for the two of them to work together.

Now that we have defined what a strategy call is, let’s talk about Step Number One in the Sales Process, which is the INVITATION to the strategy call. This step is so important. If you don’t invite people to come talk to you, nothing can ever happen. So you must create this invitation for people to first know that you are a coach and that you can help them. Second, that you can bring them into your Sales Process, have a conversation with them, the strategy call and be able to figure out if you’re a good fit and make an offer to that person to work together. This invitation could happen in many different ways, it could happen 1) in-person, or it could happen 2) organically, using social media or online, or it could happen via 3) paid ads. Those are the three ways that this invitation can ever happen.

Let’s talk a little bit about 1) the in-person one. Let’s say you’re out and about and you’re at a party and you are talking to new people. You’re being introduced to new people and then you start a conversation with someone and you start  probing a little bit, to see what they’re about and what type of challenges they’re going through. All of a sudden someone mentions something that you happen to help people with; something you’re good at, one of your skills. So at that point you start  guiding the conversation down the path of finding out more about this person and what they’re going through. At that point, you could just simply stop and make an invitation. You never try to coach right there and then, you want to actually invite them to have a conversation with you at a later time.

It’s like being a doctor or a dentist. A dentist is not going to start working on your tooth  just because it hurts at the party. They ask you to call their office the next day and make an appointment so you can come see him for that specific purpose. So it is with a coach. A coach doesn’t start just working on their craft right there and then. They invite someone to make an appointment at a later time so the both of them know they’re going into this appointment or this conversation or like we said, the strategy call with something in mind.

Something is going to come out of this conversation. It is not a casual conversation, it is a business conversation. So that’s pretty much how in-person invitation happens. It is as simple as that.

Now let’s talk about 2) organic online invitations. Let’s say you are on Facebook and you joined several coaching groups or very specific groups. You can do a search on Facebook for this; specific groups that talk about a certain topic that you happen to be good at, or that you can help people with. So you join all these groups online, on Facebook or there’s a ton of forums out there that you can join. You just begin to be part of that community by adding value to them, answering questions whenever somebody posts something, you go and pitch in your ideas or your solutions.

It doesn’t take very long until people start noticing you and who is active in the community and who is actually providing great value to them. At that point you could invite them to have a private conversation with you via a private message, or you can invite them to have a call with you directly. That is one way. You could also invite them to join your group, you can create a Facebook Group and you just invite them to come over. Once they join your group, then you can freely converse with them and also invite them to having live calls, like via Skype or Zoom or FaceTime.

3) The third way of creating these invitations, is via paid ads. It could be paid ads on Facebook, Instagram,YouTube or wherever your ideal client is hanging out at. That you’ll find out at the beginning when you start doing the research about who your people are and which other groups they are part of and where their communities are, where they are congregating, etc. Once you figure that out, it’s not very hard to find out a way to get in front of them. Obviously, I’ll give you more details and techniques about how to get in front of the right audience in Part Three of this series, which is all about the marketing process. But for now I’d like to keep it all about the Sales Process.

So let’s revisit Step Number Two, which is the strategy call. I want to go a little deeper into the contents of the call and the details. And usually what happens is once you invite someone to have a strategy call with you, the two of you meet and it could be in person or it could be on a video chat platform or over the phone. So what I like to do is to treat the strategy call as a normal coaching call, where I would ask questions of the prospect to see where they’re at, what type of issues and problems or challenges they’re going through, and what are their goals? Where are they going? Where do they see themselves in the future? And what I am trying to do is create a global picture of their life so I can understand it and not necessarily just the things that I could help them with, but I want to see the whole picture. You know, what’s their life like? And how do I fit there? Then I just start narrowing down the big picture into the areas that I can help them with. And I just go ahead and help them in those areas.

I try to create certain types of awareness, maybe share some ideas with them, resources. Create a plan of action if there is something that they want to accomplish and they need a little bit of help defining some of the steps that they need to take. So, ideally again, is to try to create a coaching call, a standard coaching call and show them how you can help them if that’s something you can do for them.  At the beginning of the call, you want to understand where they are at so you know and you see if there are areas where you fit.  And then if there’s one or two of these areas that you fit, then you focus your coaching in those areas and try to add as much value as you can, in order to help them. You know it’s as simple as that. Towards the end of the call, you know if you feel like you’re a good fit for that person, and that person feels the same about you, then you, go ahead and make an offer.

Now let’s talk about how you make your offer. Your offer doesn’t have to be anything complicated like a lot of people like to make it. You know, big scripts, where you beat people down. Every objection that they have, you just hack at it, and hack at it, and hack at it, trying to force them and convince them that they need you, and that without you, you know, they’re nothing et cetera. I mean, I’ve never been able to go down that route to be honest. You do need a certain type of structure, but it doesn’t have to be that complicated or that crazy. Ultimately in my eyes, if somebody really wants to work with you, they’re going to work with you.

You don’t have to beat them into wanting to work with you. I want somebody that wants to work with me because they’re ready, because they’re going to take action, because they just want to change their situation, they want something more, they want to go to another level. That’s my take on this. So I’ll tell you how I do my offers, very simple. Once I determine if the person is a good fit for me, and I have what it takes to get them the results that they’re after. Then I just ask them, “Well how did it go? How was our conversation today? Did you get any value out of this?”

Obviously you know, most often they’ll say, “Yes.” I mean you were able to help them, you did your best to help them with their issues, so obviously they must have gotten some value from that. So they’ll say, “Yes.” And the next question is, “Would you like to see what it’s like to work together on completing your goals, or finishing solving this problem?” If your strategy call was about creating a plan of action for them to reach a certain goal, then you just ask them what

they think about that plan and if they would want help implementing the plan until their goal is reached.

In my experience, most people will see the value right away of working with you. If you did a good job helping them with their problems, defining certain things that they were confused about, maybe creating a certain plan for them. The value has already been presented, right? It’s just a matter of probably answering some of their questions, if they have questions about what it would be like to work with you and what type of results they would get and how soon. Other than that, it’s really all a matter of whether they’re ready or not to invest in themselves and how bad they want their situation to change.

So let’s recap the Sales Process real quick. There’s two steps, Step Number One, you invite someone to a strategy call.  Step Number Two, you go and have the strategy call. Step Number One, the invitation to the strategy call is where you invite someone that you feel may be a good fit for what you have to offer, to have a conversation with you. Very simple, doesn’t have to be anything elaborate, you just invite them to experience a coaching call, free of charge. In Step Number Two, the strategy call, that is where you’re going to do your magic as they say. You’ll start by asking some questions and probing the prospect to see where they are at, and based on their answers, you’re going to start trying to create value for them in that very call. This is a coaching session. Primarily it is a coaching session, you need to add value to that person so they can see how much you have to offer and what it would be like eventually, if they continue working with you. Depending on the outcome of this call, you’re going to make the offer or not, it is up to the coach to make the offer or not. So these two steps pretty much comprise the Sales Process.

These two steps must happen consistently for you to have a coaching practice. You need to invite people into your world and you need to ‘Wow’ people during your call and then make an offer if they are a good fit. That has to happen consistently, on a daily basis. So you start building a pipeline. You start building your practice this way.. But it has to happen everyday. Before I let you go, I want to let you know about a free resource that I created for you to download. The link is down in the description, where I pretty much sketched out this whole sales process for you.  Also included is a little sample script on how to invite someone to have a strategy call with you and also a sample script on how to make your offer if you feel like you’re a good fit to work with your prospect.

In my next video, Part Three of this series, I’m going to be talking about the Marketing Process.

I’ll be sharing my formula for defining your marketing message down to one sentence, and how to deliver it in order to attract the right people to you. I’ll also be talking about highly effective techniques to get in front of your audience organically and via paid ads. So if you haven’t yet, please subscribe to my channel and hit the notification bell so you know when that video is out. Until next time, I wish you all the best and let’s get out there and start changing lives one session at a time, see ya!

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