 Introduction
Who is this MicroModule most useful for?
The
Articulating What You Do module is for anyone who provides a product or service and wants
to be able to speak about the value of what they offer in an effective manner. It is
particularly useful for individuals who:
1. Have their own practice. ie. doctors, lawyers, CPA's, coaches.
2. Are new to their profession and want to be able to meet and talk with, not at,
potential clients.
3. Want to attract clients more easily.
4. Hate getting asked what they do for a living.
How to approach this subject with a client or potential client.
That’s
easy. One of the easier ways to bring this
up, is to simply ask someone what they do and listen to how they answer it. You'll know
whether or not this topic will interest them. Here
are several ways to phrase the invitation:
”Brian, have you ever stopped and identified the top 10 things you can do for your
clients?"
”Karen, I can help you rephrase what you just said so when you talk to people, they
will really get what you are offering. Interested?"
”Dennis, one of the things I generally do with all my clients is help them articulate
the top 3 ways in which they can help their clients. May I do that with you?”
How to do I transition a potential client to a paying client after this?
Once
someone has landed on what they REALLY do for their clients and craft their statement they
will be excited and feel good about what just happened. Possible follow-up questions
include:
”Given what you’ve just articulated, did you find the lesson valuable? How can I
further support you, Tom?”
”Bob, given what you now know, what’s the next step in the process of filling
your practice?”
”Teresa, how would you use me as your coach to help fill your practice?
What you should know...
 Your folks will
resist being specific enough.
Encourage them to go deeper as people don't buy generalities.
Needs to be results focused, but sound
compelling.
It should sound fresh and exciting. When the right phrase
(aka truth) pops out, the person comes alive.
Press for what they enjoy working with people on.
If they aren't compelled by what they can do as a coach,
the people with whom they speak with won't be compelled either.
One key benefit per statement.
Some coaches will want to include two or three things they
can do. It's been my experience that you just confuse who you are speaking with when you
do that.
Jump in with questions to get them to think.
You don't have to wait for them to come up with them. The
trick is to get them talking about what they do, from that the right phrasing will appear.
" Why do you want to work with this type of client? What's the REAL reason?"
" Try this on as an idea. I work with...."
"That's what you do, but what's the benefit to them?"
Challenge them to keep playing with their wording
until a light bulb goes on.
And it will. When the right phrase pops out, the person
instantly gets it and also gets the value of this exercise.
This exercise is really powerful
because once a person lands on this, they come alive while expressing what they can do.
You'll find that when one or two people land on this, it
will bring excitement to the room. Let your group share their wins with each other.
Magical.
This approach works for accountants,
lawyers, real estate agents, not just coaches.
The non-coaches at your meeting will gain value from the
exercise. As a matter of fact, the non-coaches will bring a fresh approach to the group
that will help the coaches in the room land on this.
50 examples
of specificity...
Here are examples of what
people can say to potential clients who ask them what they do. Please note that the word
'coach' is not used in any of these responses.
I help
entrepreneurs to systematize their entire operation so that it can run without them, yet
not take any of the fun out of being an entrepreneur.
I tend to work well with mid-level corporate manager whose advancement progress has slowed
to the point that they are doubting their future with the company.
My practice is exclusively working with individuals who have too many choices/options in
their lives and who feel the need to design a simple, sustainable, flexible and elegant
life and lifestyle.
The person who I can do the best work for is the person who is totally confused about who
they are and what they want.
Our firm grooms and polishes executives-to-be.
People who come to me are particularly curious about what their mission, vision and
purpose are and how to reorient their live around these.
Some of my best clients are people with low confidence but who are willing to overcome it
and try new things.
A self-motivated, high achiever who sets goals, does one thing a day towards those and
wants someone to bounce ideas off of or keep him/her on track.
A self motivated person who is so healthily driven that I have difficulty staying a few
steps ahead!
A work team that wants to become a highly effective work team and is willing to be open
and honest and work to get there.
A stay at home mom who desires growth, both personally and professionally, and wants a
coach for her own self-development.
A person who wants to identify a new career for themselves.
A person who needs job search assistance.
An entrepreneur who is ready to grow their own business financially, and who wants to
discover what success means for them, and what the vision is for the business.
A fun, inspiring creative person who wants to be coached in certain areas of their life so
they can continue to be fun and creative!
A person willing to give up self limiting beliefs, behaviors and decisions, and who will
do the change work after intervention necessary to ensure it sticks.
An executive or leader who seeks coaching for business results, and sees the link so is
willing to be coached on personal foundation.
An executive or leader who seeks coaching for business results, and who is willing to be
coached themselves too. They are open minded so they understand their influence on
results, and are willing to take steps necessary to further their own personal foundation
as well, as take appropriate steps for business results. I would love to work with someone
on the whole idea around Servant Leadership.
Athletes who want to improve their performance.
Sales people who want to improve their performance.
To get rid of tolerations, clearing up clutter etc, personal foundation work.
I work best with really busy women who have gotten overwhelmed with their careers and want
to create a simple, elegant life and lifestyle.
I work best with clients who have gotten overwhelmed by everything that comes at them in
their daily life, who want to create a wonderful simple life they love.
My practice is exclusively working with clients who are too busy to enjoy their lives, to
cut out the things that aren't working and keep only those activities, people, and things
they truly love.
My practice is exclusively working with individuals who have too many choices/options in
their lives and who feel the need to design a simple, sustainable, flexible and elegant
life and lifestyle.
I work best with clients who want to figure out who they want to be when they grow up.
I tend to work well with clients who have climbed the ladder of success and are now ready
to create a life they love.
My practice is exclusively working with clients who are ready to create their dream
career.
I tend to work really well with clients who want to find their passion
and create a career and life that supports it.
I work best with high achieving women who have spent their lives taking care of everyone
else, and are ready to create fabulous lives for
themselves.
My practice is oriented around working with clients who want to create wonderful careers
without struggle.
My practice is exclusively working with clients who are ready to
dramatically improve the quality of their careers.
Clients who are attracted to me are ready to create the career and life they most want.
I help you see the humor in this world.
I help you to see the glass full and overflowing.
I help you to see value in what you have to offer. And, I help you see what you have to
offer.
I help you to see hope.
I help you to see pride in yourself and your work.
I help you to achieve a sense of accomplishment.
I help you use your time more wisely, or at least help you to see where your time is
going.
You know those moments in life when you think, "Ah! Life is good.", I help
people have way, way more of them.
Think of possibilities that they have never considered before.
Let go of a lot of baggage they never thought they'd get rid of.
Find a community that loves them exactly as they are.
Being blunt - I will tell you things that nobody else will. I have a very straight forward
style.
Questions to ask each other or your clients during this
exercise.
1. What are the three feeling/emotional reactions that your typical client is
experiencing before they start working with you?
2. What are the 3 feelings they will likely experience within 90 days of working with you?
3. What are the most common challenges that your ideal client is facing?
4. What do you do that helps them resolve or make the most of those challenges?
5. Of all the things you could do with a client, what are the 3 thing you most enjoy doing
with a client?
6. What is the root cause of the stress that your ideal clients are experiencing?
7. Who do you most enjoy working with because it is so rewarding?
8. Who is the easiest client for you to do great work for?
9. Why do you want to work with this type of client? What's the REAL reason?
10. Is it that? Or something else?
11. Try this on as an idea. I work with...
12. What comes easily to you?
13. What do your clients say that your primary value to them is?
14. Let's say it's not that. What else could it be?
15. Why is that so important to you?
16. What is the simple English version of that?
17. And how do you do that for them?
18. That's what you do, but what's the benefit to them?
19. That's what they focus on with you, but what are they feeling during this process?
20. Can you be more specific, even if seems exclusionary?
License Rights and Restrictions
This How to Articulate What You Do 3 Step
Training is original work and part of a larger work called the Full Practice owned by CoachVille.com, and is also part of a large
collection of 3 Step Training Modules available at 3steptraining.com.
Each of our 3 Step Training Modules is licensed separately.
1. If you are conducting a CoachVille Study Group or CoachVille-affiliated Chapter
session, you may duplicate and use this Module during the Study Group/Chapter meeting, and
those attending your CV Study Group/CV Chapter meeting are licensed to use this
process/exercise with their clients, on a one-to-one basis, with no license
fee.
2. The Full Practice Program is now free! for all
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3. If you/anyone wishes to weave this exercise into
a workshop or presentation, or work with companies or groups or groups of clients, there
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Transcript of Training Session
Articulate What You Do
January 23, 2002 - 7:00 p.m. EST
Thomas Leonard, Session Leader
The RealAudio of
this session is here. You will want to play only the first section for
your group (20 minutes or so). The full taping is about 45 minutes. The second part is for
your benefit as a host.
Transcript
TJL: Hi coaches! This is Thomas Leonard, with me is…
DB: Dave Buck!
TJL: and…
SA: Susan Austin!
TJL: Susan, as you know, is the senior host for study group hosts, and we're going to
spend the next 10-15 minutes describing a bit about the process of articulating how you
talk about coaching and how you articulate what you do. There's a trick to talking about
it so the person who's listening to you can get excited, can understand what is said, and
will know what you're offering is really for them. coaches often talk in general terms,
and while they're accurate, they're categories of things, and you want something that they
can really grab on to. We're going to talk about how to be very specific, almost to the
point that you're excluding some people. We have about 10 to 20 other study group hosts,
and we'll be interacting with them, talking about how to properly phrase how you describe
what you do.
One really great resource is www.coachvillereferral.com.
if you go there, you get a free listing, and what's unique about that is that you'll learn
exactly what these coaches do. You'll see some great wording and will get ideas for
phrasing ideas. Dave, do you want to add anything you've discovered about articulating
what you do?
DB: A very important point is not to get the glaze over effect! (laugh) The one key thing
I've learned is to speak about specific results, rather than vague generalities. Rather
than saying you "help people get to the next level", you would want to say,
"I help people at the $50,000 a year level get to $100,000". You want to include
who you want to work with, and also mention some kind of a tangible result the person can
latch on to.
TJL: And they can be tangible or intangible. Like "I help my clients get up in the
morning and feel happy until they go to bed at night; that's my specialty". Again, it
may exclude 95 percent of the people you talk to you, but even if they walk away, they've
been educated. Also, the more specific you are, the more referrals you will get. You can
have 15 things you do, but if you're specific, you'll be remembered.
DB: I understand what you're saying about having many things, but here's what I've
noticed. If you give someone a list, as soon as you say the 2nd thing, they'll remember
nothing. In any one conversation, you'll just want to say one thing - save the Chinese
menu for your website.
TJL: Yes - it's like having a quiver of arrows at the ready, so you can pick out the
specific thing you want to say to that specific person.
DB: Exactly!
TJL: What else have you learned about the process, Dave?
DB: For many people, it's actually very difficult to do, so don't be disappointed if it
takes a while for you to come up with something you really like. Just the thing to
recognize is that most of us think in terms of vague language, the first couple of times
you'll notice yourself saying clichés or jargon. Also, being specific is scary because it
sounds like you're making a promise, and while it sounds scary, it's important to having
something you can stand behind.
TJL: I remember one of my early clients, he didn't want to over-promise, so his out was,
"I'll help you reach that goal or figure out why you didn't!" (laugh) I wouldn't
suggest using that line….. Susan, what about you?
SA: I think the biggest thing is that when you say this, you come alive. Once you land on
this, you get excited about what you're telling people that you have to offer.
TJL: And people can feel that enthusiasm, and to a certain degree, they'll buy that
enthusiasm. People don't want to hire people that don't have energy. I've coached a lot of
entrepreneurs, and a lot of their family have given up on them - they don't have the
energy to listen to them all day, so that's why they hire me.
DB: It's a very good point you make - when you say what you do in a way that touches you,
you come to life, and when you do, it really doesn't matter so much what you say!
TJL: You've got a feature and a benefit!
DB: Yes! (laugh)
TJL: And what you may think is natural and normal, is not, and that's the key feature of a
coach.
DB: As you get to that point of clarity, that will bring you to life. There's just
something amazing about this process.
TJL: Part of the process we'll be doing today is articulating to yourself first of all,
what you have to offer. You can also turn the explanation into a question that gets the
person talking about themselves. Another point is that we don't generally talk about
coaching to potential clients, usually we talk to them about classes, pricing, and so on.
If you just ask them about their 3 biggest challenges, you're moving right away into
coaching, and believe me, that'll grab them. People care about their situation, their
families, and their business.
DB: Yes, that's the important thing. When someone asks you what you do, refrain from
talking about coaching. They won't hire you and send you any referrals.
TJL: Yes, what they really want is to talk about themselves. I can talk about the history
of coaching, for example, but I really want to talk about YOU. Susan, anything to add to
that?
SA: No, not really. When I led this study group, the discussion centered around being too
salesman-y, or pushing. Can you speak to that?
TJL: If you're hungry to get a client, that'll come across, but if you're enthusiastic,
that's a whole different place. When a coach finds the right words that articulate how
they really help people, they can't help but want to talk about it.
DB: Well said!
TJL: We're going to take 2-3 minutes and ask a volunteer to share one thing they do. you
can be anonymous if you like.
Gene: I help people enhance their creativity.
TJL: Okay, I'm going to press you a little harder, just to make a point. When you're in
the study group, you can press people too, to make sure they understand. What does that
mean to you?
Gene: I help them move from left-brain thinking to right-brain thinking, and I do that
through……. actions - working through certain exercises….. I'm not very good
at telling people what I do!
TJL: That's okay- you're not alone. A couple of questions. Are you wanting them to become
more creative, or wanting them to make money from their creativity?
Gene: Well, I think being creative is a joy in people's lives. Many companies have a
culture where the creativity gets pushed out of people. If they learn how to be more
creative, they can enjoy their lives better.
TJL: Why does this appeal to you so much?
Gene: Because I found that true for myself. I grew up in a left-brain family, was pushed
down the path of information technology, engineering, and so on. I've come to realize
there's a lot of joy in that, in fact, more than I ever thought before.
TJL: Yes. The stuff that's virtual in our lives sometimes becomes more exciting than the
traditional or non-virtual. When this comes up in your groups, challenge that. Tease it
out - why this one? They're going to tell you some of the phrasing they really should be
using. I'm going to give you a couple of ideas, Gene. "I'm a coach who works with
people who are ready to re-orient their lives around creativity." That's an
exaggeration of what you said, but when you're speaking about things you do, you want to
find clients who are ready for what you're offering. That may be too extreme of an
example, but….
Gene: They're going to take what I said, and at least think about it more and more!
TJL: Yes, it's going to work on them. I've had people come back to me months or a year
later and tell me they're now ready. Do you have a phrasing suggestion, Dave?
DB: I was trying to think. I really like the first one you said - it really appeals to me.
TJL: We're trying to create a gap for the person, really, and if you're wanting to be
hired, you want to point out or create that gap. Some of us are afraid to articulate
exactly what we do because we're afraid of turning away clients.
DB: Just from what he did do - the one thing I wouldn't do is go into left-brain or
right-brain; it's kind of esoteric. The other thing is, whatever you're saying you do, the
way you say it has to reflect that. When you say what you do about creativity, you should
say it in a creative way.
TJL: Yes, you can work on your voice or tone, but yet when you find the right phrasing,
the language will do something beyond just your voice. In this exercise, push each other
as you want your coach to push you. Stay with that - it can take an hour sometimes for the
"right" words to come out of your mouth.
DB: Yes, exactly. When you nail the thing, it'll light you up! It's almost like you can
create your whole coaching business out of that phrase, once you create it.
TJL: Yes! You can move into that larger game yourself.
DB: Especially when you say something bold or include a promise - that really moves you
forward.
TJL: And it puts you in a collaborative relationship with your client. Anything that
you're coming away with, Gene?
Gene: You hit something on the head when you were talking - I'm not sure what it is that I
do, and I really can't articulate what it is.
TJL: Yes, and that's why you need somebody to just sit with you for half an hour or so and
pummel you with supportive questions, and the study group hosts will be doing just that.
Susan, you've already led this right?
SA: That's right. And don't worry - only about half of my group walked away with it that
night, but I got several emails a couple weeks later that said, "I got it!" So
just sit with it, and be patient.
TJL: Great advice. Dave, do you have anything?
DB: Yes, make sure what they do is in integrity with what they're saying.
TJL: Match the phrasing with the specialty.
DB: Exactly.
TJL: Now, we'll take the folks in your room through this process. Again, as Susan said,
don't try to force someone to get it tonight. Some folks will get it right away - if
you're not getting it, don't worry. It'll come to you. As you're working on it, it'll
re-orient you without you knowing it. Hosts, this concludes the introductory portion, so
you can now turn off your Real Audio.
(silence for about 20 seconds)
Okay, the introduction took a bit longer than I thought, but…… The first segment
is for the study group hosts to play for the group, and this second segment is for the
host themselves to listen to on their own, to understand a bit more about the process.
Dave, Susan and I are here to share what we've learned and walk you through it.
Susan: I work with people who are ready to have more success and enjoyment both on and off
the job.
TJL: You're finding they don't have enough?
Susan: I think they focus on success and not the enjoyment. Their focus is on the work
piece.
TJL: I think they're paying too high a price for their success on the job, and missing out
on success in the balance of their life. Of those 2, what makes it most fun for you to
coach?
Susan: I think the piece that is closest to my heart is paying too high a price for their
success.
TJL: So, do you work with people like that?
Susan: Yes.
TJL: Any questions, Dave?
DB: No, I think that's great; it's really compelling.
TJL: Yes, and people have this, and they really don't know it. You're not saying 'how to
be more successful', but they can reduce the 'cost of their work'. Often, getting a
balanced life is getting rid of the "shoulds".
DB: One thing you could then do is then add to that with one statement about what you do
or how you help them, like one line about how you make it feel, or make it better. it's
just a suggestion.
TJL: Could you answer that, Susan?
Susan: Not in a succinct sense. It would be about giving more perspective on what the
price is that they're really paying.
TJL: Good, good. I find that when you can help someone articulate some of those hidden
costs, that really motivates the client themselves.
Susan: I like that!
DB: It's a good line if you want to hire yourself!
TJL: That's a good line Dave!
Donna: I like the way you gave them the possible results and the solution.
DB: A lot of people have problems and they become accustomed to them, they don't even
think they can solve them.
TJL: And by calling it a 'cost', it's not being judgmental and calling it a problem.
Thanks for volunteering. Anyone else?
XXX: I help the technologically clueless get a clue and get a balanced life.
TJL: And what's the connection?
XXX: People think technology will take up all their time and they tend to be afraid. I
help them find an easier, faster way to use the technology they have. A lot of people buy
software that they never utilize.
TJL: So is it people that are having a problem with the learning curve?
XXX: Yes, and some people are really just clueless.
TJL: And they actually want to hire you for this, or do they feel they should?
XXX: They're eager to hire me, but I think they're at ease when they talk to me and see
this won't take up all their time.
DB: So you're an expert in computer software?
TJL: Do you actually train people on the software?
XXX: Sometimes I do. I do an awful lot of stuff, but it often segues into the balance
question.
TJL: Dave, do you want to take a stab at it?
DB: Boy, this is a puzzle! (laugh)
TJL: Stump the coach! (laugh) Are you basically hand-holding?
XXX: It depends. I show them the easier, faster way to do something.
TJL: You show them the tricks.
XXX: Yes!
DB: You help people take their technology from a source of 'overwhelm' to a tool that
could work for you", or something like that. You want to do a before and after.
TJL: What's the feeling they have? Are they busy? Terrified? Lost?
XXX: It's usually all of the above.
TJL: Give me the actual feeling that you most often get. What do they feel before you
start working with them?
XXX: The biggest feelings I get are frustration and pressure that if they don't get on the
bandwagon, they're going to be left behind.
TJL: Yeah, that's it. If you can't figure out the solution, figure out the feeling that
they get, and sell to that. For example, 'if you feel pressured by technology, I can help
you.'
XXX: Thanks - it took me a while to come up with pressure!
TJL: Yes, and if you can segue from feelings about hardware and software, you can segue to
feelings about kids and dogs. Who learned something from this?
XXX: I heard what she said, but I really heard it louder at the end, when she really
figured out what she wants to do. We can listen to the people and let the emotions come
up. I'd like it if we could put together a list of questions to go through.
TJL: That's a great idea. Like a list of the questions we just went through to tease that
out? I'll see if I can get that out. Susan?
SA: For a while, it looked like you were lost for a while and then you just landed on it.
I just want to say that's how it happens sometimes, and you need to just let it go where
it's going to go!
TJL: Yes, even if you don't get it, they'll get it sometime and that'll make a difference.
DB: Yes, a lot of times it hits later!
TJL: Thank you all for being on the call today. Thanks Dave and Susan!
END
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