Thousands of people experience frustration and even depression in this information overload environment. E-mail, web sites, books, CDs, teleseminars, blogs, social media, and other information sources are easily accessible with a click of a button. And that’s great – what a time we live in!
But if you really look closely, most success stories in life and business happen as a result of a personal mentoring or coaching relationship. People don’t want any more information – they want results. And results happen when someone takes an intelligent action supported by the guidance of a coach or mentor.
Now is the time! Coaches are needed more than ever before. Action, results, implementation support, and tools is what people are looking for.
What does this mean in coaching?
Here are the 3 mind shifts I’m suggesting that you make to really stand out right now in your field:
1. Stop creating gigantic information products, such as home-study courses and systems, and start creating smaller educational products that laser-focus on specific topics and problems.
2. Stop pushing your “system” or “program” and offer your clients an opportunity to ask questions and get feedback on their specific challenges and situations.
3. Stop hiding behind your telephone and computer, and create an in-person experience to guide your coaching clients in the process of solving their biggest problem.
All those success stories you see are usually the outcome of a personal relationship or connection. Products certainly help in providing information, but the real magic happens when you hear someone say something directly to YOU, and ta-da! You got it, you take action, and you get a result!
In other words, focus on being there versus providing information and disappearing. Service, personal touch, really caring about the results your customers and clients get from your information is what will position you as the number one coach or expert in your industry.
As much as I love creating information products (heck I created probably 50+ of them in the last eight years!), I am now focusing on making sure my customers take action and experience quick wins when using my products:
- Weekly e-mails with tips and tools
- Step-by-step instructions
- Motivational audios and videos
- Coaching “gym”
- Coaching club
- Private retreats
- Strategy in-person hands-on days
…all of these are different ways to ensure your clients and customers actually succeed.
How do YOU help your clients and customers be your next success story? Please, comment below – I’d really love to hear from you!
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{ 9 comments… read them below or add one }
I continue to ask the “naive” question, such as “Why are you in this?” or “What do you want to do?” and often from these innocuous starts, we end up with a changing moment!
Great post Milana. I like the suggestions on “quick win” suggestions for your clients.
Hi Milana ~ All the tools you reference have multi-purpose value: not only do they continue to provide real value to clients, they also reinforce the value clients get through their relationship with you. This is nurture marketing, when we simultaneously deliver value and also reinforce the good decision customers made to buy our service – often, a relationship with us.
I engage in this by a number of marketing/added-value tools:
- forwarding to clients information or invitations that come my way and are relevant for their specific needs;
- sending them motivational films
- mailing real, hard-copy greeting cards without apparent reason
- following up with them in between app’ts to check their progress with commitments
All these things remind my clients that someone is holding them accountable; by sending material in varied media (music, events, film, written text) my intention is to find the one that will always move them forward.
enjoy the day
I couldn’t agree with you more! People want to be connected to a “real” person. I am tired of the information overload. I know all there is to know; I want someone to support me in the next steps and celebrate with me when I succeed! I want someone to help me brainstorm and sort through all the information to figure out what is “right” for me and my business!
I help one person at a time,with some very simple,and direct expectations.We will connect in a way that is mutually good,which is the phone for me.We will do the next actionable thing without delay(except the flu),and we will be honest and ready and motivated to get the project done.I get alot done in one to two hours,perhaps the whole thing,because I have a vision,and the expectation that this will go fast,and it does,though I’m fast with infinite patience! I can help people rehome their own pet in this niche.
I am a little confused. I listened to your call the 3 biggest mistakes that coaches make and there you suggested creating a system and products to create a 6 figure business. Now it sounds like you are suggesting something different. Have you changed your mind?
Not at all Cheryl
Having a system for success in whatever area you specialize is very important! But that doesn’t mean you have to SELL this system as a 25-CD/DVD/Workbook home-study course 
The system can be packaged in a book (like my 6 steps in “Coaching Millions”), then offering implementation support in other formats less intimidating and overwhelming to the client.
I agree that most people are on information overload these days. I also agree that most people would prefer as much personal, live, interaction with their coach as possible. However, this is an expensive investment for many potential clients. In this economy, people are looking for economical options, so I’ve been developing affordable coaching programs which don’t include as much of my personal time. For example, a monthly workbook and group teleclass. However, I find that many clients simply don’t get engaged with the information, even though everyone says it is very good and useful information. I think it is largely due to the “information overload” problem. Also, many people are simply over-committed in their lives, and struggle with making time for the support they have signed up for. We are social creatures, and we all function better when we collaborate with others, versus working in isolation, even with the support of valuable and inspiring information.
My goal is to deliver as much value to as many people as possible, and it is impossible to reach large numbers of people through 1-1 coaching, as my time is limited. However, I am finding it challenging to really deliver the value via other formats.
Totally agree, Ryan. That’s why I love the coaching “gym” format, where clients can call you during your call-in open hours and ask you questions, get motivation, get unstuck, etc. A group call is great too. Also, having an assistant who understands your information and can help them through the process is also very helpful and inexpensive.