#87 The Psychology of Premium Coaching Clients: How to Attract High-Intent Buyers

In the world of coaching, attracting the right clients can make all the difference. I've been reflecting on my own client base recently, and I've noticed something fascinating: I'm drawing in wonderful people who are high-intent buyers. These individuals may not always feel ultra-confident, but they possess a deep-seated growth mindset. The psychology of premium coaching clients is all about their belief in their ability to succeed, which makes them ideal coaching clients.

Defining High-Value Clients

A high-value client isn't just someone who pays ￡3K, ￡5K, or ￡10K for coaching. It's someone with a specific mindset. These are clients who:

- Make decisions quickly without excessive convincing

- Have a growth mindset

- Are looking to expand and transform

- Are open to changing their identity

I recently worked with a client who perfectly exemplifies this. She joined my programme whilst on gardening leave from her employer, and she was completely new to the space. Despite being right at the start of her journey, she had the decision-making mindset that characterises high-value clients. There was no hesitation!

The Three 'Why?' Pillars of Selling Premium Coaching

When crafting your coaching offer, consider these essential elements:

1. Why This Offer?

- Define the transformation

- Create a clear promise

- Spell out tangible day-to-day changes

2. Why You?

- Share your journey

- Demonstrate your expertise

- Show how you've overcome similar challenges

3. Why Now?

- Create urgency without false scarcity

- Help clients see the cost of delay

- Emphasise the benefits of quick action

Understanding the High-Value Client Mindset

High-ticket, high-value clients have distinct characteristics:

• Action-oriented - They take decisive steps towards their goals
• Growth-focused - They're looking to expand and transform
• Results-driven - They want to achieve their goals faster and easier
• Investment-minded - They see coaching as an investment, not an expense
• Identity-focused - They're ready for fundamental personal change

Creating an Experience, Not Just a Service

Premium clients are buying more than just coaching, they're investing in an experience. Share:

- Client journey stories

- Quick wins and transformations

- The environment you create

- Real conversations and breakthroughs

For instance, one of my clients realised within her first few weeks of working with me that she had been playing small for years. Through our work together, she found the courage to articulate her huge vision out loud for the first time.

Owning Your Authority

To attract premium clients, you must own your expertise:

- Acknowledge your unique perspective

- Be confident in the transformation you provide

- Don't underestimate your abilities

- Recognise and address client gaps

Remember, high-value clients aren't investing in surface-level results - they want complete identity shifts.

Final Thoughts

Your business and mission are bigger than any single offer or client. When you truly embody that success is coming, you won't be derailed by individual setbacks. Focus on attracting those clients who are ready to take fast action and embrace transformation - these are the clients who will be successful in working with you and who will value your premium coaching services.

Remember, by having your own business, you're already in the top 2% of the population that are going after what they want. Keep showing up, owning your expertise, and attracting those high-value clients who are ready to invest in their transformation.

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