Successful coaches know exactly what they want, why they want it, and who they want to help. They have a clear vision and know how to communicate with their audience effectively. No matter the size of their coaching business (sole-trader, small studio or large scale gym), the people around them, their staff, associations, and clients see the same vision and are moving in the same direction. That sounds obvious, but just because it’s common sense doesn’t mean its common practice.
Ask yourself, do you know exactly where you are going? Do you know what you want from your coaching business and why you want it? Could your staff or clients tell you precisely what you want and why you want it? Chances are, they can’t, and even if they can, they probably don’t. Whether you’re a sole trader or the head of a more extensive coaching organisation, your ship is perhaps getting blown in the wind, rather than having a steadfast trajectory to one destination.
The more clearly you see your vision for your coaching business, the more likely you are to achieve it. Focusing all your initial attention on your personal experience, your business values, the customer story, your client’s problems and the ultimate prize is the most important but undervalued step. Most coaches jump straight into wanting to work with everyone and anyone because they lack experience. There is some merit to this, but it is a sure fire way to get stuck deep down a rabbit hole that gets increasingly more difficult to remove yourself from. You will end up feeling stuck, frustrated and burned out, because you aren’t doing what you love, or working with the people that you love to help.
In the awareness chapter, you will become familiar with a tool called the Authority Action Plan (A-AP), which will help you (and your employees if you have them) focus on your targets, goals, and aspirations with the pinpoint accuracy of a laser beam. The AA-P framework simplifies strategic planning and big-picture thinking so that you don’t get overwhelmed with pages of mindmaps, random thoughts, and disjointed goals. It will help you define your niche and keep you focused on working on the stuff that matters most and will make the most impact. It will also help you set goals using effective strategies, map out your game plan and help convey your vision to you and your staff, so it’s readily embraced.
By the time you’ve implemented the AA in your own business, you’ll find out how important it is to start your clients here too. By finding out what your client wants, why they want it, and how they want your help to get there, you’ll avoid some of the painful obstacles that would otherwise permeate your coach-client experience when things get lost in translation or expectations aren’t met.