In today's episode, we dive deep into a topic that many coaches struggle with: finding clients. If prospecting makes you want to run and hide…don’t worry. We’ve got you!
Listen in as we share some strategies that have worked for us, so you can make them work for you. Plus, we sprinkle in some creative ideas on how to make yourself visible and approachable in everyday situations. You know, just because we’re fun like that.
If you’re ready to transform your prospecting game, and maybe even have a little fun along the way, this episode is just for you!
🌟
-
Throw Away the Rule Book 📚
Contrary to what all the marketing gurus out there will tell you, there is no one-size-fits-all approach! Instead, focus on leveraging your unique strengths. Whether it's through storytelling, networking, or email marketing, find what resonates with you and use it to connect with potential clients. Remember, authenticity is key!
Know how to answer the question, “What do you do?”
When someone asks, they’re standing at the front door of your business. If you don’t have a compelling answer, they will turn around and leave. Tailor your response to spark their interest, and they’ll likely ask to come inside.
Referrals are the lifeblood of your business.
Move beyond the awkward, “It was nice working with you. If you ever know anyone else who might be interested, please send them my way.” Instead, request referrals with confidence, intention, and gratitude. Build intentional relationships to create a network of mutual referrals that benefits everyone involved.
Visibility is Vital 👀
If going out to find clients feels intimidating, get them to come to you instead! Find creative ways to make yourself visible and approachable in everyday situations, like bringing a relevant book to a coffee shop or wearing a name tag while working at a co-working space. These small actions can invite conversations and opportunities.
Follow Up with Existing Clients
Don’t overlook your current and past clients. Regularly check in with them and ask for referrals or feedback, as they are often the best source for new business opportunities.
-
Identify and utilize your unique strengths in your prospecting efforts.
Focus on what feels authentic to you rather than blindly following conventional methods. Authenticity wins every time!Craft Your One-Liner.
Develop a compelling answer to the question, "What do you do?" that resonates with your target audience. Ask Brea to share her simple 3-sentence framework that works every time.Leverage Referral Partners 🤝
Make a list of other professionals who serve your target audience in different ways. Invite them to be an intentional referral partner for you (and you for them!). By collaborating with these partners, you can create a network that mutually benefits everyone involved.Utilize Email Marketing
Start or enhance your email marketing strategy to gather and nurture leads. Create valuable content that keeps your audience engaged and positions you as a go-to resource in your field.Engage Current Clients for Referrals and Continuing Business
Regularly ask your existing clients for referrals by directly inquiring, "Who do you know that might benefit from my services?" Use feedback forms to gauge interest in additional services or coaching opportunities.
-
Lisa: I'm Lisa.
Brea: I'm Brea.
Lisa:
And today we are talking about, y'all, Brea is in love. Did you ever think we would have a show about Brea being in love? What are you in love with, Brea?Brea: I love prospecting.
Lisa: They didn't see it coming.
Brea: I know. I was trying to think of something funny that was unexpected, but I wasn't expecting to do that. And then I just was like, I just love it. I love it so much. Helping people find clients, finding my own clients, reaching out and helping people, giving them a solution. Finding people, I just, I love it. I love it so much.
Lisa: You hear her excitement. She's in love with prospecting. How fun is that? So yeah, today we're going to talk about 10 ways to find clients as a coach. Hey, awesome. Let's go. Well, you're enamored. You're in love. So we're going to start with you. Give us a way to find clients as a coach.
Brea: Well, I think the first thing to do is to throw away the rule book. whatever the people have told you that you should be doing, or you have to do this if you're gonna find clients as a coach. No, there is no right way. We know from our strengths work that the only right way is to use your strengths. So do that. If you want to use social media and funnels and aggressive marketing campaigns and all the things that they say, whoever they are, say that you should do that, that's fine. And also use your strengths. So for me, communication, number one, telling the story, right? Sharing testimonials, telling the transformation, not in a salesy way, but just in a like, I love my job kind of way. You know, when you meet someone on the street, when you're sitting in the salon chair, when someone says, Hey, what do you do? Don't give them the wah, wah, wah. This is what I do. Tell them the story, right, if you lead with communication. So, woo, you know, look for opportunities to approach new people or sign up for networking events or figure out ways to use your strengths. to interact and engage with people.
Lisa: Yes. One of mine was pretty similar, so I'll just jump on to kind of piggyback that. And the way that I thought of it was, have an answer that you love to the question, what do you do? Because that question comes up in life so often. So I always think about the person I'm talking to. So if I'm in a room full of software engineers and my answer is, I help burned out software engineers love their work again, like I'm being really specific to that person where they're like, oh, I'm burned out. So whether in the story, I just love your perspective because you're pulling people in like, oh my gosh, I know someone who needs you.
Brea: So that's right. That's right. Yeah, and you're reminding me we have another episode, I don't remember what it's called off the top of my head, but where we talk about that one-liner. And so if that's something that you listeners want to do, go back and listen to that to maybe spark some creativity about how to create that one-liner.
Lisa: Yes, absolutely. We'll find it and put it in the show notes.
Brea: Okay.
Lisa: Yeah. So Brea, if we do, if we start with how we've actually gotten the bulk of our business, let's start the next couple with things that we actually used to get business. I mean, probably all of them are things that we've used, but I want to say like, what has had the biggest impact in getting us business?
Brea: Yeah, so I love this concept of referral partners. I mean, referrals are just, I mean, chef's kiss, you know, for building a business. But I don't know that a lot of people know what a referral partner is or have put some thought into having intentional referral partners. So that could look like a referral program where clients can refer you and maybe they get some kind of reward or maybe they do it out of the kindness of their heart. But when I think of a referral partner, I think of who else serves your customer, your client base, in a different way. Are you intentionally partnering with those people to refer each other? So think, what else does your client need? Find those service providers and link arms. Realtors are great at this. Their job is to sell the house, so their referral partners are the plumber, the electrician, the lawn maintenance, anything that a homeowner might need services for, then all of a sudden you've got this network of people that are referring their clients to each other. And we can do that too as coaches.
Lisa: Yes, so smart. I can see, like, if you do CliftonStrengths for teams in manufacturing and you have a referral partner who does HR for teams in manufacturing, you could be a great referral partner for each other. Absolutely. Yes. I have something similar I would add. It's going to be a separate thing. It's a separate technique, but it is along the lines of referrals. I would call it an expansion referral. And that would be, I've gotten a lot of business over the years where I get in a customer, and then I'm in with Executive A, and then Executive B tells Executive C, and they start spreading you around the organization, sharing what you do. And that can be something that just happens because the impact was big and they took it upon themselves to do it. But you could also do this really programmatically. If they don't have the budget to do the full thing they want to accomplish, I'll say, what other leaders could we involve so that you could team up together and get a year's worth of this instead of one? session, one one-off session. So things like that, where you get in and you grow the opportunity from the inside because you've already proven yourself and you have fans who are willing to share, plus you're already through the procurement system and all of those things that happen. So I would say, I would call that an expansion referral, a little different from an outside referral partner, but both amazing kinds of referrals, especially if you make it a system.
Brea: Yeah, I love that. You know, my missionary background is coming to mind where I had to fundraise all of my income for four years. And in that training, we learned a question that has been so helpful for me as a business owner. And that question is, who do you know that needs whatever it is that you provide, that needs your coaching services. But when you ask a current customer who already loves you, who's already paying you, who is already singing your praises, the question of who do you know is so much different than saying, oh, if you know anybody who could blah, blah, blah. That's not actually helpful, but when you say, who do you know? Then their brain turns on, right? And they're like, oh, maybe this leader. Oh, maybe this person. Oh, so be direct without being aggressive or, you know, like weird about it, but give them an opportunity to actually answer the question instead of just throwing the ball casually in their court and just watching it like drop and bounce. away, you know?
Lisa: Love it. Okay, how else have you got in business? That's amazing.
Brea: So I think asking people who you patronize to patronize you is like a great way to kind of start that referral partner process. And then can you co-host something together where they invite their people, you invite your people and and those relationships start to meld. One way that I've found to be incredibly helpful and lucrative is at a co-working space because a lot of my clients are smaller businesses or entrepreneurs or, you know, people in the local community and they office out of a co-working space and the co-working space already has clients, right? They've got people that are there who need my services. So I can offer the benefit to the coworking space of professional development. Here are a lot of small businesses who don't have a budget for that or just, you know, startups that need and desire professional development, but they don't have the big corporate budget or the corporate vendors, the systems. And so I can just come in and provide that for the coworking space. And the coworking space is providing me with the people. We do a little intro workshop and then Boom, we're off to the races.
Lisa: Okay, amazing. I mean, audience built in. My version of that, I have one that is similar but a different thread. I would call it adjacent groups. So for example, I think of my favorite match of an audience. So over the years when I would lead workshops, The ones that just always felt so aligned and like great fit were marketing teams. And so then, OK, what are the marketing associations? American Marketing Association, there's a national something, National Association for Advertisers. It's ANA, I think. But anyway, different groups like that, where you go to the trade associations, but not in what you deliver. So I didn't say, Go to the CliftonStrengths Association, because I do CliftonStrengths. I moved over to something adjacent. I thought of my audience, and then my audience's group, because that's not going to be filled up with people who do what you do. Just like I mentioned manufacturers earlier, if I went to a manufacturing association, and I delivered something as a CliftonStrengths person, it's going to look really unique, and the concept might be very unique to them. And it's not just flooded with people doing the same thing. So adjacent groups are a really cool place to provide development, just like you're talking about with that audience that is already sitting there, where they wouldn't have gotten that education otherwise, if you delivered a speech or a workshop for that group.
Brea: Yeah, that's awesome. Yeah. And if workshops are not your thing, if you're listening and you're thinking, oh, I'm a coach, you know, I don't want to go out there and do an intro workshop to get people. Try a book club. Partner with a local bookstore or a local library or a local group that's adjacent and do a book club. And when they get to know you and they hear what you have to offer, then that easily can transfer into a coaching engagement.
Lisa: Beautiful. Well, I'll share my favorite thing. And that is I love email marketing, as you know, probably as much as I love prospecting. I love email marketing. I love the automation of it. I love how I can educate and help people. And I can write a thing once and it can serve 100,000 people with that one writing. I think it's so cool. And so once someone is on my email list, I have a couple of years worth of those nurture sequences to keep educating them and keeping them up on whatever topic. So being of service. But what is so cool from a business building standpoint is, if they're of value, and people stay subscribed, then you become part of their daily flow. And I have had dozens, I would guess on the order of about 50 events, where people hit reply on one of those emails way into the sequence. They are 18 months in, they're two months in, and they're like, oh, hey, we're having a summit in three months and we're planning, we need a speaker, can you speak on X date? Those gigs are so great. They know you and love you. They've received content for months or years, and they're literally just saying, I have a gig in this city on this day. Are you available? Let's go. I mean. What can get better than that, where they're literally just like plopping it at your feet?
Brea: Yeah, I think that's so good. You have to be visible. And so your email sequence is making yourself visible on a regular basis, right? Weekly in your case. I don't do email marketing like that. My version of being visible is when I go to a coffee shop, I take my laptop and I'm just going to do some admin work to get my energy from the vibes. I'm going to bring a book. Maybe it's a StrengthsFinder book. Maybe it's, I don't know, it's The Manager or Strengths for Students. I've been working on some offerings for students, high school students and their parents. I'm going to bring the book and I'm going to set it on the table. so that anyone walking by or looking in my direction sees the book and if that connects with them in some way, there's an opening for a conversation and it's making my offerings visible. And then they come to me and they say, oh my gosh, StrengthsFinder. I love that. I did that at my job two companies ago and I really wish that my company that I'm at now would do it. And I'm like, oh, really? Tell me more. Let me help you with that, right? So clever.
Lisa: And they're coming to you. They're approaching you.
Brea: That's right. So make yourself visible and it doesn't have to be like you get a sign and you're standing out on the street corner and you're like, hey, mattress sale today. Come on in. You know, it doesn't have to be crazy.
Lisa: You have that sandwich board. You're swinging that sign around that goes in the twirlies that is like, strength coaching here.
Brea: Right, right. I mean, if that's you, do you. But I think most of us, it could be as simple as just putting a book out for people to react to. I love co-working spaces. I just joined a new place. I've been wearing a name tag. It just says, hi, I'm Brea. Or sometimes I'll say like, please say hi. You know, I, I love people, you know, or something, something that kind of catches people's eye. So again, it's an invitation. And if they want to engage, they can. So just be creative, but be visible.
Lisa: I love the creativity. Okay, let's see. I have one that I think is worth putting in here because it is the way I've gotten the most business over the years. Host a podcast and sponsor yourself. So by the way, you hear me talk about at the end of these episodes, you hear me mention Tools for Coaches, my membership that supports coaches. You hear Brea talk about going to brearoper.com for coaching. We have a podcast. We're sponsoring ourselves because that's who we're talking about, just like I did there. So that's part of the beauty is that you have some awareness of a service that we offer. And the way that I've systemized it to really make it work over the years is every time we do a podcast, we transcribe an episode. I turn it into a blog post. That blog post over the course of 11 years, having that many of them, even though we don't have a high frequency show, It's built really good search engine optimization. So people Google and find me based on the topic and just dropping in your contact form saying, I found you on Google, want to talk to you about an event. And that has been an incredible win. That's what everyone seems to wish for. And it really does happen.
Brea: I love that. I just am so inspired by you, Lisa. Slow and steady wins the race. Consistency, your focus, you just kind of have built such a wealth of resources on your website, and it's working. So that's inspiring to me. Yeah, I think along those lines, you can write, you can host your own blog, or you can be a guest blogger. You can be a featured writer in magazines, newspapers, other publications. It could be on LinkedIn, it could be on social media, but also go out there and be a guest author in a real publication. Again, obviously, target the publications that your people are reading. Use your strengths.
Lisa: And books. I mean, look, in the speaking world, the most classic way to sell to customers is to have a book, be an expert in a topic, and you have a book, which is basically like a business card. It's something tangible that people put in there. hand to know about you and then of course like if you make a dollar or two a book and you sell one to every crowd you can get some momentum from that but books are a classic way of writing and getting customers especially in the speaking world.
Brea: The last thing that I'll say is I think we've already touched on it but I just really want to call it out because it's so important is find your clients in the clients you already have. Don't sleep on your current or your past clients. The people who you've already sold to are most likely to buy from you again. So make sure you're always, always reaching out.
Lisa: Yeah, I want to add on that two specific ways. Because I think what you just said is so important. So one way of doing that is, let's say you're doing a workshop or a coaching program, and you have feedback forms at the end. You can literally build in a yes-no checkbox kind of question at the end to ask them if they're interested in exploring one-on-one coaching on the topic that you just did. So, for example, let's say the company provided the budget for the kickoff. I could go back as the coach and say, 85% of people check they'd really be interested in this. Would it be of interest for you to explore how we can make this happen for your team? And also, if there's someone who's interested in one-on-one coaching and they might want to pay for themselves, it might be something they want to do individually as well. Feedback forums can be a really good place to introduce something that you have, a solution to their problem, something of interest to go further, and they just don't know ways to go further if you don't tell them. So that is a way to open the conversation.
Brea: That has worked for me so many times. I actually do cards at the event, and I put them in a little bag or a box, and I draw for a little prize, because you don't want to force people, but you want to encourage people to fill it out. But I also put on those checkboxes like, are you interested in one-on-one coaching? Are you interested in bringing me to your school, to your church, to your, you know, fill in different places that you might go that are even outside of the workplace? Because people a hundred percent are not thinking that you might do that if they're experiencing you in their workplace, right? They're not thinking outside of that at all. So if that is something you offer, put that on the card as well. And then also have a place for them to put their testimonial. Just write something that they really loved about the day, and then boom, you've got a testimonial. And if you really, really want to just milk it for all it's worth, you can ask them if they have a referral. You know, so those those feedback forms or those, you know, those cards can really, really pack a lot of value.
Lisa: Packing in the value. Okay, let's see value. Another technique is when you're in the process, let's say you have a workshop or a speech planned, you have an event in the works, You set up with the person who's sponsoring it for the company, you set up this extra call while you're in process, and it's a debrief call. You set it up in advance. And in the debrief call, you chat about what's next. And in the what's next conversation, You might be just saying, you know, like, congratulations, you've graduated type of thing. And here are some things you can think about going forward. And I have these things available to help you if you want to go deeper, you want to go further and ask people if they're interested in carrying it forward. And if they say no, I don't have the budget or no, not right now. But I would love to think about that for next year. Then you have the follow up for next year. But a lot of times they're like, yeah, I didn't know there was a next. I didn't know there was another step in this progression. And you already have the call set up. So it's not awkward. You're debriefing and you're chatting about what's next, how to carry it forward.
Brea: Yes, how to really maximize their investment, right? How to set them up for success, continued success. Yes, that is, I'm just going to repeat what you said because it's so important, setting up the call ahead of time so that they're expecting it. Set up the workshop, set up the debrief all in the same call. It just flows so much better and feels better for both parties.
Lisa: Yeah. Love it. It's part of the process. It's just part of the system. And it is a conversation that sounds natural and is natural. You don't want your thing to come to a conclusion and be like, okay, bye, abrupt, like just cut off. And it doesn't mean that somebody always has the budget or inclination to keep going, but they usually do. They want to maximize their investment. They want to keep things happening. And if they don't have the money to do that right now, they might have the money in six months if they're looking for a corporate budget or they have to get in the cycle, it might be next year. But those are those long tail things that just keep the pipeline full over time so that you don't look up and say, oops, I don't have any bookings now. What do I do? I'm starting from scratch again. No, if you're always doing this with every customer and you hit, let's say only 25% of those turn into business, that's a lot after you add them up over the course of years.
Brea: Yep, yep.
Lisa: I'll give my closing thought. Closing item, I should say, because I want to do one more. We're always talking about strengths. You and I both love CliftonStrengths. And I think prospecting is tough for a lot of people. And instead of having Brea's reaction that is like, I love it." Instead, people are like, I didn't like the thought of it. Oh my gosh, I wish they would just magically appear in my inbox. This is a great opportunity to say, pick a primary marketing channel. and pick something that aligns with your strengths. Like if you're a speaker and a workshop leader, and you love being on stages, then maybe webinars and speeches are the kinds of things you should think about as your primary lead gen. If you like the one-on-one interaction and that is what you need and want and sounds more meaningful to you, maybe you're gonna reach out to every person who's in your professional network from way back in the day and you just like log them up in a spreadsheet and you do a couple a day where you reach out and you say, hey, I'm doing this new thing. This is what I do. If you know somebody who needs X, I hope you'll send them to me and just get the conversations going in a way that aligns with you and your strengths. Because if you don't, you're going to wear yourself out, burn yourself out, and you're going to hate prospecting. One of the reasons I think Brea likes it so much is like she's giving these creative ideas like wearing a name tag that makes it approachable. So people are just like, oh my gosh, I want to talk to you. Well, she leads through communication. She wants to get people talking to her and she thought of creative ways to get people talking to her. How perfect is that?
Brea: Yep. I mean, that's why I love it. Communication Woo Activator, top three. If there's a strength zone, this is it for me. I love it. I love it.
Lisa: Amazing. I would come talk to you. I would come talk to you with that book on the table at the coffee shop. I would come talk to you with the name tag. Yeah. There are all kinds of ways to be creative to allow approachability. I mean, of course, a smile always helps make you be approachable, but there are a lot of other tools you can use that naturally draw people in to start talking to you.
Brea: Totally. Yes. Use your strengths, baby. Come on. Come on. Use your strengths. Lead with your strengths.
Lisa: And prospecting, dare we say, might actually be fun.
Brea: Yes. It is. It is. I know, we already have gone so over time. So here's my closing thought. My closing thought is if you are interested in the idea of using your strengths to prospect, come to my website, no surprise there, brearoper.com. But this time I actually have a download for you. Send me your top five and I'll send you some ways to prospect based on your strengths.
Lisa: Oh, that sounds really cool. I want that. I'm headed there now. And then for mine, Tools for Coaches. It's our group. And if you are listening to some of these and you're on the, like, in the Lisa land where you're like, Oh, yeah, she's talking about long tail over time. She's talking about evergreen email, she's talking about building systems that a little bit at a time have a compounding effect. If that kind of stuff resonates with you, those are the kind of systems and tools and templates I provide in the Tools for Coaches membership. Right now, the price is only $100 a month. So come on over and join us. Leadthroughstrengths.com/Tools for Coaches.
Brea: Sounds good to me.
Lisa: All right. Well, hey, Brea, we got to go. We need to go build some more business and start thinking about prospecting.
Brea: Oh, you're right. Yeah. OK, guys. Catch you on the flip side.
Lisa: Bye for now.
“Remember, hard work doesn’t have to feel hard. Aligned with your strengths, it actually feels easy, energizing, and fun!”
MEET YOUR CO-HOSTS
BREA ROPER
Communication | Woo | Activator | Futuristic | Connectedness
If you need a Strengths Hype Girl, for yourself or your team, connect with Brea at brearoper.com. She’s ready to deliver an inspirational keynote, empowering training, or transformational workshop. If you’re looking for an expert guide to support your internal Strengths efforts, reach out today!
LISA CUMMINGS
Strategic | Maximizer | Positivity | Individualization | Woo
To work with Lisa, check out her resources for independent coaches, trainers, and speakers. Get business tools and strategy support with her Tools for Coaches membership.
The Fine Print: This podcast is not sanctioned or endorsed by Gallup in any way. Opinions, views and interpretations of CliftonStrengths© are solely the beliefs of Lisa Cummings and Brea Roper.