Come to me… let me teach you. (Matthew 11:28-29)

A majority of coaches tend to shy away from lead generation in the early stages of their coaching business. Many say this is a fear of cringeworthy tactics but I find it is because they hide behind the ’marketing stuff’ to avoid having to deliver high value content to their clients.?

In other words, they are unsure that their lesson plan is good enough to meet client expectations. However, they’ll eventually have to face them and their questions, doubts, and concerns. This is definitely an area of coaching that needs to be dealt with and addressed before we even start with marketing.?

If we advertise ‘come to me and let me coach you on business success’, we know that our prospects, and clients as well, would want, nay, demand to learn something that would benefit them and their business greatly.

One day, a child was studying astronomy. She was reading about the first mission to the silvery moon. Wanting to learn more, she asked her teacher some questions. They, after all, had all of the knowledge those textbooks could offer. "What’s it like on the moon?”, the child asked. The teacher could only reply with a guess, starting his answers with “I think…” or “Perhaps…” He has never been on the moon so couldn’t say any more than what had already been written in textbooks.

Teach what you Preach?

The next day during class, Neil Armstrong shows up and is asked the same questions as the teacher. Armstrong answers the questions with certainty. He answers like he knows the moon like the back of his hand. Why wouldn’t he? He’s been there, he’s even walked on it. Does he know all of what’s written about the moon in textbooks?

No, he doesn’t but he can definitely answer questions about what’s like up there because of experience. Just as Jesus also taught his disciples using his experiences and parables, so can you, a business coach with real business experience. You might not know everything but you can answer what you can that’s backed up by your own journey. The vital thing is that you see the value in the certainty gained from your own experience. You get to offer not only knowledge but also context. And when you do ‘teach’, your lessons have to be easy to understand and implement. But more importantly, it has to be relatable. This will make you a great coach, the perfect coach to your clients. Be the ‘Armstrong’ or ‘Jesus’ and teach from your journey. You get to talk the “talk” because you’ve walked it.

As coaches we should always aim to not only share knowledge but also share our perspective, to share what our career and business journey was like through our own lenses. When we ’teach’ we should not only provide textbook content. As the teacher in your own story, we should share the certainty of the steps we’ve taken and the experiences we’ve collected. Take into mind that we are our own customers, we are our own results, and more importantly, we are our own testimonials. It would make a lot more of a difference if our audience saw how we crafted our lessons for them by taking from our experiences.

Be Clear as the Water

The age of knowledge can often become the age of ‘confusion’. As a coach, it is our role to ascertain what will best serve our clients and cut through all the confusion and uncertainty. This process of having to filter and prepare everything is priceless!

Be Resourceful

You can get a lot of know-how online, through a quick Google search or through social media groups and communities but hardly any know-why. As a business coach with real business experience, we can add incredible value by delivering both the ‘how’ and the ‘why’ to our clients.?

Know what you Offer

With this taken into account, start your coaching by working out what answers you already have so you can match them with ideal clients whose questions you already have a response to. Understanding what you have to offer will allow you to better understand who you’re offering to. You don’t go giving out apples to people looking for oranges.

I do not promise to have all of the answers but I can always offer my own perspective. What I will promise, however, is that I’ll go out and find the answers and communicate them to my clients so that they can take their own journey and collect experiences that they can learn from as well.

Take-aways or actions for the reader…

• If you are relatively new to coaching or stumbling along a little, or perhaps blaming lead generation for your issues, take an honest look at your fear or resistance to delivery. Is there a blockage here?
• Do you think that knowledge has to be delivered via textbook methods or is it more valuable to give your lessons context and a ‘why’?
• Create a bank of answers that you already have, either by experience or self-learnings, then target ideal clients that have the problems and questions you have the answer to. It’s going to be so much easier for them as it is for you.\
• If you have something to ’teach’ then make sure you do teach because education is one of the three key roles in business coaching. Stop trying to avoid this and embrace it.

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