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Coach? So What?

Copyright 2006 Progress-U Ltd.

By Charlie Lang Category: 0

Submit your Articles Here!

You are a life coach, an executive coach, a corporate
coach, a fitness coach, a personal coach, a financial
coach, an image coach...

Sorry, if I forgot to mention the specific type of coach
you are.

Whether you have just completed your coaching education or
are already a seasoned coach, it doesn't really matter.
Just imagine that you meet someone who doesn't know you.
Let's call that person Susan.

Susan asks you, "So, what is it you do for a living?"

What would be your natural answer?

I used to say, "I am an executive coach and trainer."

The typical response I would get would be "Hm, hm,
interesting." The conversation would then go on to
something else.

Or Susan would inquire: "Coach? Trainer? Oh, which kind of
sport? Tennis?"

And I would respond: "No, no, I coach executives."

Susan: "Oh, o.k."

And in most cases that would be about it.

Perhaps you're starting to see where I'm taking you.

When we developed our Stop Selling! program to help sales
people accelerate their business, we decided to use cold
calls for practicing new ways of communicating with
potential clients. Since making cold calls is perhaps the
most challenging way of acquiring new business, we thought
that once we master cold calls, it would be a piece of cake
to make warm calls or to meet with new people, for example,
in a networking event.

What are the most critical points in a cold call?

? To be 100 percent respectful to the persons we call
(which also means respecting their decision if they say
they don't have time to talk)

? To be able to create rapport instantly

? To make the call as relevant as possible for the people
we call

When you make a cold call, the receiver wants to know
immediately if the call is relevant or not to him. In fact,
the critical questions are: What are you doing? Why are you
calling me? And especially, Why should I talk to you?

Can you see that the questions in the title of this article
in most cases actually mean all these three questions?

In a cold call, you usually get very little time to answer
these three questions. So you'd better have a crisp
statement to cover all of them. It is also called the
"elevator speech," which should last not more than 20 to 30
seconds.

In order to develop a powerful elevator speech, you should
first determine what people are generally interested in.
Are they really interested in what you are doing? Unless
they care about you in some way, the answer is "No!"
Instead, people are interested in their own issues, their
own problems, and their own benefits.

Consequently, an elevator speech should not explain what
you are doing but what your clients are getting, i.e. what
kind of benefits you provide, which issues and problems you
can help solve, etc.

For example, instead of saying, "Hi, I am Charlie. I am an
Executive Coach and Trainer," it is much more meaningful to
say, "Hi, my name is Charlie Lang and I work with senior
executives who feel they haven't reached their full
potential yet or who want to improve the engagement and
morale in their team."

You see, I hardly talk about what I do. Rather, I try to
talk as much as possible about my clients so that Susan, in
our example, would be able to ask herself, "Is this
something that I am also concerned with?" If yes, then
Susan would certainly get quite interested in how I do
this. That would then lead to a longer discussion. If Susan
can't relate to this herself, perhaps she knows someone
else who does.

I recommend that you develop your own elevator speech,
write it down, fine-tune it, test it and then practice it
whenever you have the opportunity. It will help you
identify more business opportunities.

Most people don't care if you are a coach, but they might
care about how you help others and if you could help them,
too. So talk about that instead.

----------------------------------------------------
Charlie Lang's mission is to change the image of sales
through the completely buyer-oriented Stop Selling!
approach. He is a passionate and professional executive
Coach, Trainer, Public Speaker and Author of over 100
articles related to leadership, coaching, change management
and innovative sales. For more info visit
http://www.progressu.com . To receive his monthly articles
on sales or leadership, visit
https://secure.thriva.com/Reg/Form.aspx?IDTD=1259&IDRPH 39

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