Written by: Rolande S. Sumner, Executive Contributor
Executive Contributors at Brainz Magazine are handpicked and invited to contribute because of their knowledge and valuable insight within their area of expertise.
Getting new clients as a new coach is a daunting task. The word "sales" makes you nauseous, and your marketing knowledge starts and begins with the idea that you need 10,000 followers to land one ideal client. I'm here to set the record start. "Sales" is a good word, and you don't need a following to land your ideal clients.
What you need is a rock-solid work ethic. The steps I have outlined will require consistency and the belief that you have what it takes to solve your client's problem. Your mind will play tricks on you. The devil will throw you curveballs. But if you stand fast and strong, you will land your client. Not only will you land a client, but you'll land one who is ready to pay your 4-5 figure rates.
10 Steps To Landing Your First Client
1. Know Your Target Audience: This is essential. If you don't know whom you are serving, you don't know what is genuinely wanted or needed. The quickest way to discover your target audience is to look at yourself before transforming. Who were you at the moment you decided you had enough? What were your demographics, beliefs, and problem? Now go out and talk to 30-40 of those same people. What are the top 3-5 things they want? How can you give them what they want via your expertise?
2. Create A Signature Program: Create a program that will solve their problem based on what your target audience said they want and need for more information on how, visit my April 6, 2022 article “How To Create A Signature Program When You're Unsure Of How To Package Your Knowledge” to learn more.
3. Share Content From Your Program Outline: Don't worry about giving away too much content. Do short 3-4 minute videos about a small part of a lesson, concept, or task. Don't share the content in order. Instead, mix it up. On Monday, share a 3-minute video from a lesson in Module 1, then a video on an assignment in module 9. As long as the content is valuable and impactful, you are on the right track.
4. Reach Out: As a new coach, no one knows you enough to fall into your funnel. They don't even know they need you yet. So you have to go out and find your clients and offer your help to them. Gather your courage and reach out via direct message, private message, email, cold call, and snail-mail.
5. Pre-Qualify Your Lead: Not everyone is right for your program and services. It's essential to weed out those who are not. There are a few ways to pre-qualify your leads. When you pre-qualify, you want to find out if they have a problem you can fix, can afford your services, are open to finding a way to pay for your services, and are willing to do the work. You also want to find out if they take responsibility for their actions. Do not wait until you have a phone call to find out if they are a good fit; this is an easy way to waste your and their time.
6. Follow Up: Follow-up is critical. You may have to follow up 12 or more times. Be creative, offer information, be kind, and be present. They want your help, but they need to remember who you are. So you need to follow up no less than once a week to stay top of mind.
7. Get Them On The Phone: The goal is to get your lead on the phone. No one will give you anything over $100 without having a good conversation with you. Don't be afraid. The discovery call is relatively simple.
Greet them when you get on the call.
Take control of the call by telling them what will happen "I will ask you a few questions to get to know you, your business, and your needs. With your permission, and if the opportunity is right, I will share with you how I may help you."
Ask open-ended questions to learn about their needs and where they are right now. Learn about the emotion attached to the problem and what it would mean to them if the problem is solved.
Share the offer. If you feel the lead would make a good fit for your program, share how you can help solve the problem.
Close the sale. Ask them if they will be "investing" (not paying) "in full," payment plan, or financing. Then shut your mouth. Give them time to think about it.
Handle Objections. Objections are often knee-jerk reactions and not personal. Handle each objection as they come, and remember you are here to serve, not judge.
Close the sale. After you handle the objection, you will quickly return to closing the deal. Remember, they want help. They are scared, and it's okay. Handle their objections and come back to the close.
8. Measure Your Conversion Rate: Understanding your conversion will help you improve. The average conversion rate falls between 20% and 30%, which means 2-3 people out of 10 people will enroll. Review your sales process if your conversion rate is less than 20%.
9. Ask for referrals: Ask friends, family, past and current clients (paid or pro bono), classmates, and your network for referrals. Referrals are great leads because many come with their money ready to spend and willing to do the work.
10. Reach back to former clients: Asking people you have coached before is another way to land your first paid client. Just because they didn't pay before doesn't mean they won't spend now. So don't count yourself out. Call them on the phone and book a discovery call.
Set a daily outreach goal: Landing your first high-paying client takes work and consistency. Make time to do the work at least 2 hours a day. I know that sounds a lot, but it’s worth it. The more you do it, the easier it gets.
To learn more about how you can land your first high-paying clients, visit Business Launch Prep School, where I walk you through the four pillars of creating your coaching practice resulting in you creating and selling your 4-5 figure program to your ideal client.
Rolande S. Sumner, Executive Contributor Brainz Magazine
Rolande S. Sumner is a retired US Army veteran and the CEO & Founder of Life After Service Transitional Coaching LLC®. Rolande served her country in the United States Army National Guard from 1995 to 2015. During her career, she was an Administrative Clerk, Heavy Vehicle Operator, and Human Resources Manager. She served as both a traditional National Guard Soldier and as an Active Guard Reserve Soldier. During her military tenure, Rolande received multiple honours: Afghanistan Campaign Medal, NATO Medal, Army Achievement Medal, Army Commendation Medal, Combat Action Badge, and the Army Accommodation Medal.
