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3 Types of Marketing for Coaches. Which One Is Best For You?

by Cheryl Leitschuh, Ed.D., RCC

I was speaking to a new coaching client who said to me, “I have learned many skills in my training to be a coach.  Marketing and sales seem like a huge undertaking.  Where do I start?”

Marketing and sales can be daunting terms if your passion is not about marketing and sales.  However, if we have a practice and we don’t sell or market, we won’t have a successful practice!  While it may not be the reason you get up in the morning, it can be tools in your toolbox that give you energy and excitement as you see your efforts pay off and your practice grow.  This article is written to assist you in step one of the marketing/sales tools:  What type of marketer do you want to be?

Just as in your coaching practice, if you define your marketing vision, you can focus on the tools you need to adopt to be successful.  I find there are three main categories of marketing.  The first category is the fearful marketer.  They know they need to market and sell but don’t know what to do.  They hardly mention what they offer or ignore talking about their qualifications hoping that the potential client will figure it out.  They feel overwhelmed and are plagued with fear and doubt.  Their approach is sporadic.  They try many different things and may spend tons of money and time with limited results.

The second style is the stereo-typical marketing and sales model.  This sales style cares about the $ regardless of how the service benefits others.  They motivate others to buy out of fear.  For example:  “Don’t miss out on the current trends effecting coaching or YOU will be left behind.”  They speak of themselves in a grandiose manner and try to impress with their credentials.  They may also invest in many quick money-making ideas to get short term results.  These strategies may sometimes work in the short term, but may not create sustainability in the long term.

The third approach is the relationship based marketer.  This style recognizes that the relationship is the most important component in their marketing efforts.  They seek to understand the potential client’s needs and offer accurate descriptions of how their services may benefit, give good reasons to assist the other person in making a decision and recognize that not every potential client will decide on their services.  They are focused on long term results and establishing a process of sales and marketing that services both their practice and the client.  Results are consistent growth and a disciplined approach to sales and marketing.

Which style have you been?  Which style are you now?  Which style do you want to be?  Your choice will lead to the tools for the marketing and sales components of your practice.


Want more of Cheryl Leitschuh? Click here for her Success Institute webinar, "How to Create a Successful, Sustainable Coaching Practice."


About Cheryl Leitschuh, Ed.D., RCC