| As a business owner, you know how important it is | | | | important elements:o It must focus on a very |
| to offer your customers new products and services | | | | specific goal (Example: Better communication with |
| that make their life easier. But the fact is that | | | | your employees).o It must have a specific timeline |
| thinking up new offerings can be expensive, | | | | (12 weeks, 6 months, etc.).o It must be based on a |
| time-consuming, and difficult. On top of that, you | | | | process you follow (system of steps or concepts).o |
| have to spend money advertising the new product | | | | It must demonstrate a "tangible" result at the end of |
| or service, with no guarantee that it'll be a success. | | | | it. |
| It's a high-stakes game that leaves many business | | | | Here's an example of how your core coaching |
| owners unsure of what to do next. | | | | program might look: "12 Weeks to Highly Effective |
| Fortunately, an easy solution exists, and it can double | | | | Employee Communication - A three-month, hands-on |
| or even triple your profits with little outlay on your | | | | coaching program designed to help you better |
| part. It's called coaching, and it enables business | | | | connect with your employees to increase |
| owners in every industry to increase the maximum | | | | productivity and morale through behavioral style |
| lifetime value of their customers. | | | | communication techniques." |
| When most people hear the word "coaching," they | | | | To develop your own coaching program, start by |
| think of professional sports' teams. But realize that | | | | asking yourself these questions:o What goal would |
| everyday people just like your current customers | | | | you like your clients to achieve as a result of your |
| need coaching on a variety of topics, from parenting | | | | coaching program?o What steps do your clients need |
| to business. If you're not offering coaching support | | | | to take to achieve this goal week by week?o What |
| as an added value to your existing product or service | | | | tools and strategies can you use to help your clients |
| line, then you're missing a huge profit potential for | | | | reach their goal? |
| your company. Consider these two important facts:o | | | | If you believe that you can't develop a coaching |
| No matter how good or how comprehensive your | | | | program and need to customize your coaching |
| products or services are, your customers will always | | | | services to each client, then develop a short-term |
| want implementation support. They'll need someone | | | | training program based on an issue very common to |
| to help them step-by-step through the process your | | | | your target clients. For example, "Building a Winning |
| product or service provides.o If they don't get | | | | Team" can be relevant to small business owners, |
| coaching from you, they'll get it from someone else. | | | | executives, non-profit organizations, etc. Then, as |
| If you don't offer the next step that will allow your | | | | you deliver this coaching service, you get an |
| customers to successfully implement or better use | | | | opportunity to learn about each client closer, find out |
| your products or services, then they'll find this | | | | about their needs, and offer more customized |
| support elsewhere. They'll turn to a life or business | | | | long-term coaching solutions. |
| coach who can be there for them every step of the | | | | 3. Use tele-classes to turn customers into coaching |
| way. | | | | clients: Tele-classes are a fun way to connect with |
| In other words, if you don't offer implementation | | | | other like-minded people, learn a new skill, and pick up |
| support, you're leaving thousands of dollars on the | | | | some useful information. They're also a great way to |
| table with each customer. So now the question is, | | | | announce your coaching services and enroll current |
| "How do I begin offering coaching services to my | | | | customers into your coaching program. |
| existing customer base?" The following three steps | | | | The most important thing you should have in place |
| will help lay the groundwork and get your new | | | | before giving a tele-class is a back-end product-your |
| coaching service off to a great start. | | | | core coaching program. Next, treat your tele-class like |
| 1. Create a coaching niche: Even if you offer a | | | | both a product and a marketing campaign you're |
| variety of products and services, when it comes to | | | | conducting to fill your coaching program. For example, |
| offering coaching to your customers, you need a | | | | if you're an employment recruiter and your tele-class |
| niche. Not only will establishing a niche help focus your | | | | is titled "How to Land a New Job in 30 Days or Less," |
| efforts, but it will also enable you to better brand | | | | your content would discuss the "how-to," but you |
| yourself and your coaching services. Additionally, | | | | would leave the hands-on strategies to the actual |
| having a niche will increase your chances of getting | | | | coaching program. Finally, name your tele-class. Be |
| referrals. After all, if someone can't describe what | | | | specific. Don't make people guess what your |
| your coaching is all about and whom you can help, | | | | tele-class is about. Your tele-class title is like the |
| that person won't be able to refer others to you. | | | | headline in an ad-make it short, punchy and to the |
| As you consider your potential niche, ask yourself | | | | point. |
| the following questions:o What are my most popular | | | | Prepare a handout with the tele-class's outline, case |
| products or services?o How can I better help my | | | | studies, and the link to your coaching program web |
| customers utilize these popular products or | | | | page. To get the most participation, send at least |
| services?o What are the most pressing problems my | | | | three reminders about your tele-class to your current |
| customers have?o How can I help my customers | | | | customer base. This will also build awareness of your |
| better solve those problems? | | | | coaching program. It's best to hold your tele-class |
| By answering these questions, you should have a list | | | | three to four weeks before you're scheduled to |
| of ideas for your coaching niche. The key question | | | | begin your coaching program. |
| you then should ask yourself is: "Which of these | | | | During the actual tele-class, stick to the handout and |
| specialties and niche markets have the highest | | | | cover the case studies you prepared. Spend |
| potential for my coaching services?" If you find that | | | | seventy-five percent of your time on content and |
| you have multiple niches, that's okay. Eventually you | | | | twenty-five percent of your time on questions and |
| will find that one of the niches you work in is more | | | | interaction. Mention your coaching program about |
| enjoyable, profitable, and the easiest to reach. | | | | half-way through the tele-class, and then again at the |
| 2. Offer a coaching program: Every coach needs a | | | | end. Tie any tools, products, or services you're using |
| program. And while you might be offering a variety | | | | with your customers to help them identify problems, |
| of coaching services and can probably coach all kinds | | | | gaps, and areas to work on into your discussion. At |
| of people on many different issues, you'll have more | | | | the end, invite participants to take advantage of a |
| success if you offer a core coaching program. You | | | | special offer-a discount, a bonus, a resource, |
| can offer your coaching program in a group setting | | | | etc.-available only if they enroll in your coaching |
| or as one-on-one coaching. Whatever format you | | | | program by a certain time. |
| choose, make sure your coaching program has four | | | | |