Drills, Holes and Peace of Mind

Here's a cliché that you may have heard before and it contains the essence of helping you to attract more clients into your coaching practice:

People don't buy drills - they buy holes

What this means is that when people go to a DIY store to purchase a drill bit, what they really want is the hole that it helps them to produce. So, how does this relate to your coaching practice?

Keeping with the analogy, a significant number of coaches focus on the 'drill' by telling people about their coaching process and how wonderful it is. They may even compare coaching to therapy or counselling (i.e. other drills!) and let people know how it differs. Are you doing this too?

Please read the above phrase (in bold) again - people do not buy drills - so why focus on it?

Now don't get me wrong - there is a time to cover what coaching is, how it differs from counselling and therapy but it's just not at the start of your conversation with a potential client.

So if people want holes it makes sense to focus on this right? Focus on what people want and show them how you can help them get it and they'll be more likely to be interested in what you're offering.

Whilst the bold phrase above contains more than a grain of truth I don't think it goes far enough. Yes, people want holes, but they really want benefits beyond that, e.g. a shelf, a tidy room, peace of mind, etc.

So think about your coaching service and identify the real benefits people get from your process.

---

Attract Clients Using the Media Teleclass with Joanne Mallon

Do you want to learn how to use the media to build your coaching practice and attract more clients? On Wednesday, 31st August at 8pm, Joanne Mallon and I will be delivering an informative teleclass on how you can use the media to grow your coaching practice.

To get your complimentary place on the media teleclass, just complete your details at...

http://www.authenticpractice.com/mediateleclass.htm

Joanne Mallon is one of the UK's top Media Coaches and has helped her clients appear in national publications such as The Times and The Daily Mail. You can find out more about her by having a look at:

http://www.joannemallon.com/business.htm

---

> Tips on moving away from drills and focusing on holes and ultimate benefits

Here are some points to consider to help you to focus on holes and benefits instead of drills:

1. Drop the drill - Make a commitment to refrain from talking about coaching too early in the process. Leave these details until much later in your conversations with potential clients. Focus on the benefits people get from working with you instead.

2. Find the holes - What are the holes that people are looking for? How can you show them that you can help them to get what they want? The sooner you begin to articulate what people get, the sooner they will see the sense in working with you.

3. Discover the ultimate benefits - Beyond the immediate benefits already mentioned, what are the ultimate benefits that people get from working with you? What difference do you make in their life really?

Usually you'll find that the ultimate benefits people get from working with you are around the area of emotions, e.g. peace of mind, confidence, etc.

With very best wishes,

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

---

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.

If you have received this copy of the Authentic Practice Newsletter from a colleague and you would like to receive future issues, then please visit http://www.authenticpractice.com/subscribe.htm. Thank you.