A Lesson from Sir Alan Sugar

The second series of the UK version of The Apprentice draws to a close this week and the final winner will be announced. The series is fronted by Sir Alan Sugar (the UK equivalent of Donald Trump) and he is the Chairman and Chief Executive of AMSTRAD. Though a blunt and mildly likeable guy he's undoubtedly a successful businessman.

Here's a statement from Sir Alan Sugar that is as applicable to your coaching practice as it is to any other business enterprise. It contains a fundamental approach to building a business in the right way:

"At heart, I'm a salesman with a creative instinct and a nose for the marketplace. I never create a product without knowing what the marketplace wants, what will make it attractive to buyers, and what benefits there are to the customer."

Sir Alan Sugar

The statement above highlights a number of fundamentals you could be getting wrong - much to the detriment of your practice. Are you?

Let's take a closer look:

1. Are you a salesperson? - Like it or not one of your key roles as a coaching practice owner is that of a salesperson. This is a plain fact of business life though you can choose to ignore this at your peril. However, doing so will be at the detriment of your coaching practice.

Some coaches find sales 'cheesy' and have negative associations with the process. Do images of used cars and double glazing spring to mind for you too?

However, there are softer and more palatable approaches for selling your coaching service with integrity and this is something I share with clients.

So please take note that sales is one of your fundamental responsibilities as the owner of your coaching practice. Are you working to become better at this key skill?

2. Do you know what your marketplace wants? - A lot of coaches make the mistake of taking the idea of coaching to a very general and widespread marketplace and then try to convince them that they need it. This is futile.

Are you clear on your marketplace and what they are looking for? Many coaches aren't and that's precisely why they stumble along.

You see, it's much better to be market-led and client-focused when you create and build your coaching practice. Therefore your first task is to find a market, find out what they want and then present your coaching service as a way of helping them get it.

3. Do you know what makes clients in your marketplace buy? - Once you've found what a marketplace wants and is actively looking for you next need to find out what gets them to actually purchase your coaching service. Do you know?

Remember that people buy from people they know, like and trust. They are also most interested in the benefits that your coaching offers them rather than the features of your service (such as your coaching process). Do you know specifically what these are?

Without having all of the ducks above in line in your coaching practice you could be setting yourself up for unnecessary struggle.

If you would like to build your coaching practice based upon fundamental and proven business principles, then do contact me to request a consultation.

So, what did you learn from the lesson from Sir Alan Sugar?

With very best wishes,

Shaun

Authentic Practice
helping coaches to get more clients
45 Capitol Court
Old Coach Road
Wollaton
Nottingham
NG8 1GX

Website: http://www.authenticpractice.com

Tel.: (0115) 928 3070 or (0845) 123 5105
Mobile: (07811) 262 111

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I work with coaches who have a strong desire to help others but are currently struggling to get clients. I help them to attract more clients and create a stable coaching practice to make a difference in the world.

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