Putting Money in Coaches’ Pockets | Part 2
Key #2 to putting money in your pocket: You must say “yes” to a unique segment of the human population.
As you doubtless know at a deep and intuitive level for yourself, every human being is here for a reason. As with your clients, you were created for a specific and very special purpose. And, you have a specific assignment, a problem that you are uniquely sent to solve.
But, there is a critically important distinction here. You are not a solution to everyone’s problem. You must choose who you will be a solution to. You must choose a segment of the human population to focus on and serve.
There are people in the world who can only hear the message you have, from you. They’re waiting.
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I loved this lesson because as a consultant you want to a) contribute to others, b) make money, and c) try to be all things to all people (this links back to the “b” factor. It took me years to understand I had to start choosing my strengths…and be willing to pass on the jobs that did not use these strengths. An example: One of my first clients, a Virginia-based car dealership owner, wanted me to whip his sales staff into shape. “They have a problem!”, he stated adamently. Needing the client and the money, I took the job. Part of my training process includes top management and owners. He refused to participate. I went ahead with the program. Result: The staff started performing and making terrific sales. The owner then proceeded to unmotivate them using his old practices. I ended up frustrated. Yes, I had money but only a short-term client and no referral. Look to the long-term. Not always easy to do when you need the money, YESTERDAY!
Thank you for this important remember. I do know when I am most successful and it is almost always with the special segment of the population I am here to serve. When I am providing services and supports to them I “feel” it in my bones. I know the issues, the refocus or re-frame that needs to occur. My gifts are on the surface available. When I am trying to give to a segment of the population that I am not here to serve… the success is not there and my feelings let me know.
The lesson in this lesson for me is how this relates to the money aspect. When I am with my target market the services I have to offer are extremely valuable and the money will be available.
Thank you and I look forward to the next lesson.
Thanks for the boost. I need to believe & I need to get career coaching clients. Keep me uplifted as I look for them. Thanks.
this lesson has made me think about my goal. You are right I can not save the whole state of Virginia. Although I have not yet narrowed my segment yet I will be working on that in the coming days and weeks.
Thank you so much!
Selecting a quality niche seems to be a turning point for many self employed entrepreneurs.
All of the marketing legends preach about this principle. The key is, finding where this particular niche already congregates and getting yourself in front of them.
It requires: (1) Being clear about your message and what problem you are solving; (2) Creating materials that are ready to share with this niche; (3) Creating products that solve the problems for this niche; (4) Understanding how to properly communicate with the niche so that they are engaged and you can close sales of services or products.
It takes a lot of preparation to be ready for show time! Real Power Coaching
I am disabled and can help a few people with movement disorders. I can tell you that my population is with visual artists, musicians, and writers that I not only connect with but feel engerized with. I think for me the problem is not who is my target audiance but how can I attract them. The answer is probably in networking and attending more art shows, and providing presentations that would interest them. I have tried sending out flyers with business cards, sending marketing letters, and connecting in person in some cases. I do have a web site but I need to improve it, so I am working on a new one.
Well, this lesson puts me in a quandry because for many, many years my “client base” were people on the margins. I have a very deep soft spot in my heart for these people, but here’s the glitch – they don’t have money, they can’t pay for my services. So I spent many years taking contracts and working for the “flavor of the month club” of government. Now when I tried to branch out and share my learnings with people, they were quite comfortable to have me be their keynote speaker, but that is silver bullet, one shot, scattergun approach. And it just doesn’t pay.
How do I make this switch? How do I find my niche out of those folks who can actually pay for my services? I am so hooked into “jobs” that I am stuck here. And here’s the next catch – we need MY income which at the moment is next to nil (once in a while I get called to supply teach). Feeling like a gun is being held to your head is not conducive to building confidence, to being patient, to believing in right and good outcomes. I hope someone here has some suggestions for how I can cope with this little barrier to my success. Thanks, susanna
I can totally relate to Susanna’s comments, because I’ve spoken with several coaches, and most of them have said ‘get away from coaching writers. They don’t have money.’
In a way that is true, but when they decide – like I did – that they can’t afford to have a coach, but also can’t afford not to, they’re ready.
I know that paying out this big money to have a business coach will either make or break me, but I also know I must try. (I’m certain it will make me, BTW!)
Originally I was targetting a wide audience, but I now see that was not the right thing to do.
Not only was it making me uncomfortable, which is not in itself a bad thing, but I also felt I was losing focus on what I was offering.
The bottom line is this: this lesson makes perfect sense, and really does put it all into perspective for me.
This is the perfect question for me right now! I have been in the process of redefining what my niche is and trying to put it into terms that are approachable for clients. For awhile my focus was on people going through major life transitions, but I’ve found that the transition I feel motivated to coach people through is the transition of self-actualization–defining and living comfortably in one’s own unique identity. So who is my market? Individuals who are ready to move into a period of living by their own light, and fully accepting, loving, and expressing their inherent perfection through their life purpose.
Thanks again for a great lesson!
I was fortunate to decide fairly early on that I wanted to focus primarily on relationship coaching. Although I work with several clients on business as well and other life issues, they generally come to me initially for relationship issues. Then I realized that even within that, there is a narrow group that I can serve. I narrowed my niche by doing just what Andrea suggests: looking at what my gifts are and who can benefit most from what I can uniquely offer. That happens to be people who are clearly aware of spirit in their lives. I have accepted that not everyone is into beginning the coaching session with a short meditation–and if they aren’t, then they are probably not going to resonate with my coaching either.
Interestingly every time I have been tempted to take a client that I know is not right, it blows up–last time I hadn’t even begun the coaching, and it was so clear it was going to be wrong that I bowed out.
Thank you Andrea for excellent advice and reminder.
Interesting lesson for me right now. I am currently stuggling with my niche. IYou question regarding my life experiences brought home the fact that I have had unique life experiences and Ineed to pay attention to them. They are clues in the puzzle. I feel clearer about my mission already.
I’m in a place with my pole walking business where I am not yet able to ask for a fee directly. My niche is a physical location. And people are traveling to see me.
“A point in all directions is like having no point at all.”
Thanks for bringing this up, Andrea.
I believe when we focus our own ‘niche’, we bring our inner selves into focus, our own magnetic projection into the world becomes clarified, and this clearly manifested hologram has more attracting power than a broad, less focused spectrum.
Writers are often counseled to ‘write what you know’ because it draws from an intimate, highly detailed focus – the writer’s own life. With this level of detail in a story, the story becomes compelling. I believe the same is true of ourselves coming to serve in the world. We can do so far more effectively if we know ourselves, and can simply be ourselves. In this place we are able to send out a radio signal of such strength of signal that others can clearly hear it. And, we, as practitioners, never have to leave our inner center. It is from here that the best work can be accomplished, because we are ‘writing what we know’.
I think my own struggle with defining my niche is that I think the people I want to work with are not easily targetted or identifiable. In a sense the are all of us as we journey, learn and grow on this path of life. But I guess the difference is that I want to coach those who are conscious, open and seeking to grow and become more clear about what their purpose and mission is in life and how to get there.
Wow! Great question to ponder. Interestingly enough I have found myself trying to figure this one out and have been taking mental notes for several years. I have discovered that I like to work with individuals who are positive and trying to accomplish something. I do not like the feeling of trying to make someone do something they do not want to do or are not ready to do. I’m attracted to the kind of people who are saying, “there’s got to be a better way and all I’ve got to do is figure it out.”
Being 30yrs old I sometimes have in the back of my mind the question, “who am I gonna coach, on what and can they afford me.” It makes we think that I can only coach young professionals, college and maybe mature high school kids. I’ve found myself thinking about an article that stated, “you want a coach that has already accomplished what you are trying to do.” I’m going on, but I think the question has given me some deep soul searching and experimenting that I will enjoy doing. Thank you for the opportunity and spark.
I was clear on my niche before I discovered coaching.
I work with women in home businesses that don’t have a supportive partner. I also work with the men on what an opportunity being supportive is and the couples who seek success together.
In Direct Sales alone, over 6 million women have a desire for more support from their significant other.
Coaching is the vehicle to make a difference – and a substantial income.
Mark Semple CCC
This is the big question isn’t it! I guess this is what I have been working on since I started my coaching practice one year ago. Every now and again I go through the ‘who am I to coach someone on this issue’ dilemma which I am sure is something that crosses other coaches minds now and then too! But then of course I am constantly reminded of the wonderful Marianne Williamson poem ‘Our Deepest Fear’ which states ‘ who are you not to be…?’ And if we are working within a niche in which we have specific personal experience and ‘have been there and done that’ then we are absolutely the right coach for the situation! There are two areas in which I am particularly interested – authenticity and potential. With our foundation of values and purpose in place we can do anything we put our minds to because we will choose what is congruent for us. I also have a passion for motorsport and performance coaching within it – so I guess I have two niches! I belong to a business networking and referral organisation and I know how difficult it is to describe exactly who I want to work with – being much more specific with my niche will definitely help me with this!
Jane
http://www.beingexceptional.com
I am here to help employers and employees to improve the quality of life in the workplace AND to help executives prepare for quality of life after they leave the workplace (retirement). Every transition that I have made in my own 30-year career has prepared me and lead me to serving this niche. My family legacy of working conditions going back to roots in the Industrial Revolution inspires me to make a SIGNIFICANT difference in this niche.
My plan:
1. Say “no” to distractions: Admin work. Proposals that do not relate directly to workplace quality. Clients who do not appreciate the value of my work; who are not open to a different conversaton and/or concepts.
2. Focus research & marketing on my niche.
3. Increase my writing to address the needs of my niche.
I have focused on my group, yet struggle with not being distracted by other things.
My plan:
Focus only on what relates to my niche. Continue to research their needs and pains and look for solutions I can offer from my unique experience. Stay confident that I have something to offer. Follow through on legwork instead of skipping to the next new thing. Follow through on one program without spreading my learning too thin.
I have always felt that all the negative things I experienced at home and school in my teen years happened to me for a reason and plus with my interest in counselling/coaching that somehow my purpose for being on this earth lay within those parameters. That is part of my reason for doing this course to get a better definition of my area of contribution. As you can see ( and I now see)from Key 1 I really need to narrow my area of concentration. Looking forward to key 3
I am just beginning my journey as a coach. Prior to the program, I have been searching for a niche. The 2 that arrive for me are real estate & fathering/parenting.
Now it is time to reflect upon what and how I can best serve that niche to the fullest potential.
Finding a nice is not as easy as it seems. When I think of the group of people that I most resonate with, it would be women of my age group. Women going through a transition, trying to find their niche in life, their purpose, rediscovering the love they once had with their mate, dealing with changes in their life, their body, their home, their job. That is my group – the boomer women.
This “lesson” comes just as I am defining my coaching practice. My overall focus is on wellness coaching but my desire is to work with one or two populations those being mothering/parenting life balence and/or breast cancer previvors/survivors. Both are very close to home for me and definately the people I want to work with – but starting out it is so scary to close out other options. I live in a college town where a lot of graducate students seem interested in my practice. It will take a lot of strength to say no but this article was helpful in making me consider when to say “yes”. Thank you!
I work as an osteopath and a coach. I provide coaching to solo healthcare professionals (osteopaths, chiropractors, doctors, masseurs), healping them to build thriving profitable practices whilst living fulfilled, happy lives.
I am getting there with my niche, although i find my mind loves to think of all the different sectors of people i could work with. I must get better at focusing solely on this niche.
Thanks
Andre
The “What is my niche” question is another direct hit for me. I have been struggling with this issue, with trying to define what I have to offer that is unique and then how to find/draw/serve those who need what I can give. Meantime, I have been able to say “no, thank you” several times to work that I believed would drain me and not benefit the client. Thank you for articulating this issue so clearly.
The niche question is the most challenging one I face while establishing myself as a coach/consultant/educator. I want to help people reduce stress. But everyone is stressed! Who, then, do I want to work with? Some of the population of stressed people I feel I could be helpful to include: people dealing with cancer and other life-threatening and life-compromising diseases; college students; high school students; artists. These all need to be tweaked until I have a clearer focus. I like what people have said about wanting to work with those seeking enlightenment or open to soul expansion. So much to think about! Is there a way to work with these ideas to get at the niche that both satisfies the inner drive and fills up the bank account?
Hello Andrea,
I signed up for the five e-clalsses on a lark. I did not expect much but have been pleasantly surprised by the depth and energy of each lesson. I am writing after lesson 2. I shared my take away with a friend last night and we both talked about ambivalence about becoming a wealthy coach. You hit a nerve in your first discussion. It was an intutitive move that went straight to the bone. I said, that is what is holding me back! Thank you, I look forward to the remainder of the material.
Dianne O. Harris, Leadership Coaching
Very timely message, clearly the Universe giving me another gentle nudge in the direction of clarifying my niche. I start with my marketing coach on Monday–yay!!
Blessings for a peace-filled Thanksgiving day.
Love, Johanna
I have a niche. I teach leadership to young executives and new managers in the healthcare industry and the high tech industry. I know this is my niche because of the powerful intuitive hits that I receive when working. I lose all track of time and am fully in the moment. I laugh when I look at my watch to see that my time is up and two hours has passed! During this time, everything else falls away. I have no other work, no chores, no errands, no traffic, no to do list, aches or pains. It all just disapears and I am at one with the source and my purpose. I also feel myself connecting with my participants and clients. When they experience the joy and power of an a-ha moment, I feel it too! I often cry with my participants, laugh with them and feel a jolt of power in myself when I see that they have connected with their own sense of motivation and are ready to change and grow.
I really love working with leaders in human services such as social workers who are promoted to supervisor and higher positions. At the same time, I have set my e-zine up to target a broader group of leaders and am conflicted about targeting only this subset of social work leaders even though I have the contacts, due to their scarcity mindset and not having as much money to invest in coaching. As I write this, I’m thinking, GO FOR IT anyway!
I have been in a very specific area of medicine for 20+ years. Just the thought of a niche makes me feel almost ill. I don’t want to be so tied down as I was. However, looking a this from the view of;
“There are people in the world who can only hear the message you have, from you. They’re waiting.”
truly makes sense to me. And there are people who don’t want to hear,or simply can’t hear and or can’t hear from me. Another may be able to do that,so I need to not bother with them.
Thanks,
This is a really useful question. When I look at my website I really it is very much product focused and it gives me thought to make some more specific mention of my niche…which is really about helping people find their “authentic inner voice” and learning to trust themselves. So usually this is usually people experiencing conflict in their lives (or are conflict avoidant) and are finding this is not creating the kind of life they want. So, my niche is helping people create the kinds of communications they want in their lives and with themselves. This often occurs in times of transition or challenge.
Unique Group: I suggest the emerging, fully-conscious human is going where none have gone before. There is no blueprint for humanity beyond 2012. We create the future with every now thought. Is targeting a specific segment of the population a limitation; as we learn to master energy and step into our magnificence?
Confirmation, confirmation, confirmation!!!
No, Veronica – you can’t help ALL – sigh!!!!
My business partner and I have a saying called Stay in Your Lane! We said this as a joke but we are very serious about not doing the tasks that we are not gifted to perform.
It is so important that you serve the market that you are passionate about serving and do not try to save the world. Focused thought and energy will have a laser effect on your success. In order to become the expert you must specialize in a niche in order to become excellent. You must position yourself for excellence! Excellence is intentional!
This one hurts a little. Like ripping off the band-aid. I have longed struggled with this whole “say no to distractions” thing. A while back, I had all these ideas for making money – multiple streams of income! — but I gave it all up as distractions from the practice of law. And then, the practice of law was taken from me due to health issues (and then there was the small matter of me hating being a lawyer but … I digress). So now the distractions have become the all-consuming passion. But yet I still find myself allowing myself to become distracted by any number of interests or even non-interests.
Right now, I have identified two groups I’m uniquely poised to help: lawyers and women in mid-life who want to reinvent themselves. Should I only focus on one? Can I do both? I’m going to try to do both, but what will happen? Who knows. If I have to adjust, I will. I’ve proven I can, right? After all, I put all the distractions aside to focus on my (in retrospect, short-lived) legal career.
When clients say, “you just point out stuff that makes me think and helps me make needed changes,” I know I am niche coaching. Now to identify what it is that these people have in common? I guess that are generally willing to be challenged, don’t fit the status quo, like to take risks, are front-runners, but even this is too broad a niche. Most of the clients I connect with want to make a contribution utilizing some special talent they have.
Thank you so much for this amazing gift! I was thinking about narrowing my skills into more special market already a month! You reminded me WHY I decided to be a COACH by asking a simple and a very laser-pointed question: What has happen in my life that I can share with others and what gifts I have to focus on the niche with a similar problem that only me can help to solve it. Tremendous insight! Thank you!
I agree to help the segment of people I’m uniquely sent to serve. Healers and artists who are small business owners who need the basic business skiils of accounting, client development marketing, time management and VA’s.