Having been a competitive sportsperson since the age of 7, to the level of winning State and National titles, as an adult I’ve had my fair share of sports coaches.
Sadly, a serious back injury brought my career to a sudden halt leaving me to find another avenue to feed by hunger for sporting success. That’s how I ended up in the fitness industry and was the catalyst to a forty-year career in sports and business coaching.
Stand Up, Stand Out or Stand Aside.
Most coaches define themselves by either their profession or their qualifications e.g. Sports Coach, Life Coach, Business Coach etc. and that is a BIG mistake.
How can you hope to stand out when all you are doing is blending into the crowd?
When you are seen the same as everyone else two things happen:
- People go straight to comparing you on price;
- You generally spend more time and money marketing to overcome that “sameness”.
Your Perceived Position Predicts your Profits.
To attract and keep more high level clients, you need to be seen as the unique champion in your market. You need to become the leading authority on the specific way you do things.
What is it that you do differently, or specialise in, that you could incorporate into an outcome based professional title to stand out in your industry?
You are not your occupation, skills or letters after your name. You have your own Expertise DNA!
To be recognised as a leader in your industry, you must position your DNA (Distinct Niche Authority), in a way that portrays you as the ‘only answer’ in the eyes of your ideal high-level client!
For example, I am not Steve Brossman personal branding coach, business coach, video marketer or digital marketer, even though these all encompass my skills and expertise.
I have positioned my brand as ‘The Authority Catalyst’. Australia’s leading mentor in Authority Marketing for personal brands and businesses.
You too have to stand out amongst the mainstream. And to do that you need to create your own Expertise DNA and market yourself as the authority to become the client attraction magnet.
The biggest mistakes many coaches make is… they try and be the expert of everything and sadly become the leader of none.
Here are several examples of my clients and how they have transitioned to stand out.
|Occupation/ Profession Based||Outcomes Based|
|Mortgage Broker||Property Portfolio Strategist|
|High Level Dentist||Smile Architect|
|Spiritual Healer (money blockages)||Abundance Breakthrough Specialist|
|Lawyer (targeting online entrepreneurs)||Digital Protection Specialist|
Are you still charging by the hour? STOP!
In the real world your clients actually are not interested in buying an hour of your time. What they want from you is the outcome, experience or transformation that that hour delivers.
Your job is to communicate and of course deliver the outcome they are wanting that fulfils their pains, wants, needs and desires in a way that leaves no doubt in their mind that YOU are the “unique solution” that can transform their life.
Here’s an example:
A person walks into a dental surgery with a bad tooth ache and asks the price. They are told.
“Sure our most affordable is $XYZ is that OK?”
You have a choice of the standard procedure that will take around an hour, is often painful and your mouth will be numb for several hours”.
“You said you have a fear of pain when it comes to visiting the dentist. I totally understand. We also do have a superfast pain free treatment which may be a little more expensive however, you will experience no pain or numbness, it only takes 15 mins and you’ll feel back to normal straight away. Which would you prefer?”
To their detriment, the first example is how most Professionals promote their services:
If you focus on their outcome and their personal experience and not the price, you’ll be way ahead of most of your competitors.
5 Steps to Attracting High Level Clients!
- Identify your core strengthsg. how you transform people’s lives and/or businesses;
- Position your unique services (Expertise Distinct Niche Authority);
- Package your products and services in an outcome based framework;
- Niche down into a section of the market where you are seen as the unique solution to your ideal clients;
- Communicate your ‘Authority Positioning’ using innovative mediums including videos, books and speaking.
Building Relationships with Videos
Videos now accounts for 80% of internet traffic and are the fastest way to be seen as an authority in your industry. When used correctly, they are the most effective way to start a relationship before even meeting prospective clients.
One of my favourite stand out strategies using videos is very successful securing new clients, by creating a lasting first impression.
After our initial meeting I will shoot a very quick and personal video (usually on my phone) and send it off in a video email.
They will receive this video in their normal email and it will open fully branded and have me talking directly to them. This personalised follow up communication strategy has the ‘wow factor’ all over it. Not only is it unexpected and pleasantly surprising, it’s also innovative and creative putting you immediately on the ‘memorable’ list with your customers and clients and preferred choice for doing business and coaching.
This is standard practice now for me for clients or ex clients I haven’t seen for ages, or a coaching clients I want to follow up on something specific.
Catapult Your Positioning with a Book
Becoming and Author is the most powerful way you can be seen as an Authority and stand out in your market. With today’s digital age, books are much more than just words on paper.
In my book Stand Up, Stand Out or Stand Aside I have links and QR codes to free training videos. By the end of the book, not only have they read my words, they feel like they already know me before our very first meeting or call. https://stevebrossman.com/contact
Do you think that if a person has read my book, watched my free training videos, filled in a survey, booked in a free strategy call, they are pretty interested in taking the next steps with me? Absolutely!
Not only does this save me time, but it weeds out 95% of non-ideal clients giving me more time to focus on my desired affluent target audience.
Leveraging Your Voice
Speaking has been labelled the most lucrative skill you can develop in your coaching business.
Not only are you seen as the authority because you are front and centre in the room, you are also leveraging your time and expertise by being able to attract more of the right people all in one go.
The belief that you have to be big, loud and bold to successfully master the art of closing clients in a room is incorrect.
The only skill you need to learn, is how to connect with the audience, engage with them in a way that identifies you as the only person who can help them get their desired outcome and inspire them to take action.
If you can master this, then speaking will be the most lucrative skill you will ever own in your business.
The ROI is in the Relationship.
I believe that business is built on relationships. In fact, the first video in my book is all about ‘fluid customers’ and how they flow along the path of least resistance.
The dam that you build to hold back the water is the relationship that you build and maintain with your prospects and clients.
How big you build the dam and how well you maintain it will determine the success of your business.
The latest technologies can be used to enhance or distract from the relationship with your people. How you use them is up to you.
Coaches Impact Lives!
Whether you are a Sports Coach, Business Coach or Life Coach ultimately you transform people’s lives for the better.
When you are seen as an authority and focus on the relationships and impact, you will ultimately attract your ideal long term clients and become the ‘stand out leader’ in your industry.
It’s time to create your own Expertise DNA and become the leading coach you were born to be!
Let me share with you a quick story…
Nearly 20 years ago a mum brought her son to me to coach as he wanted to win the 100m at his school athletics carnival.
He looked a good kid and wanted to do it for himself, so I agreed to take him on.
His progress was very quick early so he entered the 100, 200 and 400 at school just to get points for his house.
Hey won all three events yet his times in the 200 and 400 were very impressive so I decided to up his training.
His original goal was to get to Zone and be competitive. We totally exceeded that by winning all three again, however I looked at his times and together we made the tough call to focus only on the 400m race for regional.
It turned out to be a good move as he made the final and came third winning a trip to the State Championships.
A goal that was not even on the radar earlier in the year.
I truly believe coaches are the catalyst to self-belief…
Three weeks later at the State Championships he won bronze making it into the National Titles and we were both blown away.
That is when he really started believing in himself and got the real hunger to go as far as he could go.
He ran his best race in the final and was placed third beating everyone from his home state. In one season he had gone from a kid who wanted to do well in his school sport, to being a National medallist and school hero.
As a coach it was a proud moment that I will remember always.
He continued training and running with me for several years until he moved away to University however we stayed in touch regularly.
Recently I received a heartfelt message from his mum that made me realise just what an impact a coach can have on another human being’s life.
“Steve I wanted to let you know that Matt has just become a father. I want to thank you once again for everything you did for him going through his teenage years. I’m not sure you realise the impact you had. Thank you”
Boosting Personal and Professional Performance.
In the last 10 years of let’s just all it business coaching I have infused my knowledge and passion of personal performance into all coaching of individuals with one clear goas.
“To help my clients exceed their own expectations.”.
So much so I have created The Experts Locker room where I will be focussing on what I believe are the 4 Keys to boosting personal and professional performance.
Brain: Mindset and belief
Body: Personal productivity and vitality
Brand: Create your Authority Branding.
Business: Create the business to allow freedom.
A business will not be operating at it’s best if its leaders are not at theirs.