When I go to a networking event it's not uncommon to hear multiple people introduce themselves as a business coach. I usually try to avoid introducing myself as a business coach because I just blend in with everyone else. Blending in is not good for business. There is nothing wrong with being a business coach, it's just that business coach is very broad term and there are a lot of variations and interpretations of what it means. My business is focused on implementing step by step business and marketing plans designed to help solo entrepreneurs get measurable results in terms of clients and revenue. Because I have a wide-range of experience, I can help my clients through all stages of their business. Other business coaches have different focuses that serve different wants. There's mindset, customer service, marketing only, financials, etc. The point is that there are plenty of clients for all types.
I work with clients who seemingly do the same thing on the surface but we soon find out that they have a specialty. Take personal trainers for example. Personal trainer, like business coach, is a broad statement. There are personal trainers who focus on strength training, endurance, competitive fitness, hard core fitness, lifestyle specific training, and weight loss to name a few. The trainer who introduces themselves as a personal trainer specializing in training competitive events is going to be heard by the people interested in that kind of training. There has to be some kind of incentive. Everyone knows that it's important to work out but few people will do it just because they know it's healthy.
It's worth taking the time to get really focused on what you do. The temptation is to be general for fear of excluding potential clients. That kind of thinking has to go. Potential clients don't hear general statements, you need to speak to what they want. It's all in your messaging. What benefit will they get? Will they win? Will they become more attractive? Will they become stronger? Focus on the benefit, not just the method.
This is another one of those exercises that is easier said than done so let me share a few ways to get clear on what you do:
Why are your existing clients working with you? You can find really good clues by paying attention to why your existing clients started working you. Ask them.
What do you love to do? What are you passionate about doing? If you are only doing what everyone else is doing it will show through in your lack of passion.
What are you knowledgeable about? Or interested in becoming knowledgeable about? Experience matters. It's easy to gloss over our accomplishments because we tend to minimize what we know. Brush off that old resume and go back in time to review what you know and what you've done.
Bottom line… BE CLEAR to make sure your potential clients know that you have the solution to what they want. Don't blend in, stand out. My encouragement for you is that you will own your uniqueness, highlight your accomplishments, and stand out from the crowd! Remember, you can achieve whatever you believe as long as you are willing to work for it!
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