Who’s Buying Coaching for Performance?
It’s a good question.
If you’ve been selling a certain type of coaching such as relationship, career, wellness, leadership, life purpose (put any word before coaching)… you must be wondering this yourself because clients may have been hard to come by.
Many coaches haven’t noticed a blip in the number of people wanting their services. In fact, their income has increased over the last few years and it’s still rising. Their clients are staying longer. What are they doing differently?
Well, I’ll tell you, this may be shocking, but they are NOT selling coaching. And yet they are continuously doing some fine coaching with a wait list of clients.
Here’s what we know about any economic downturn, and there have been several over the last two decades where coaches rode the wave back up ahead of the curve…
People still buy things they want, but they have changed their buying strategy.
They feel they must justify their expenses and they get very serious about what’s really important to them. They dedicate their resources to those things right now.
This is true of all of us. We’ll buy less doodads and think twice about lots of things, but we’ll do things like go back to school or take some kind of training or enroll in a mastermind. We more earnestly look for ways to close the gap between where we are now and where we truly want to be.
People are looking to upgrade their lives, not with luxuries, but with meaning. And this is true of your future clients too.
Cristina Madeira is a Certified Executive Coach.
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