DB: Dave Buck!

TJL: And….

Susan: Susan Austin!

TJL: We also have about 15 other coaches on the line. The first part will be with Dave, Susan, and me. When we were planning for this, we figured out the 3 questions to ask a prospective client, and this seemed to me to be the height of professionalism. For the first part of the call, we're going to do a role-play around these 3 questions; this is really for a warm call, versus a cold call. First, we're going to talk about the 3 truths. Dave, you want to start us off?

DB: Sure. A couple of things I've come to understand about the selling process, are: (1) people know when they're being set up and they don't like it. While I've been to a lot of sessions on the selling process for coaching, I've just never liked it.

TJL: Yes - it may be effective, but it just doesn't set good.

DB: Yes; another thing I've found is that people don't buy coaching, they buy themselves. If they get themselves excited about what they're up to, they're more likely to buy the service.

TJL: Yes, and it's more interesting than buying coaching. People really want to buy stuff, but they don't generally want to be sold. And obviously for the trust to be there, it needs to be a fairly cleaning buying process. Okay, we're going to move into role-playing. Dave, I want you to do what you normally do, and Susan, I want you to play devil's advocate - force Dave to explain what he's doing and why.

Hi, you don't know me - my name's Thomas Leonard.

DB: Thomas, great to talk with you.

TJL: You're working with my friend Susan and she's said good things about you. I just don't know if a coach can help me, but I've got some things I'd like to work on.

DB: Have you visited my website?

TJL: No, I've just talked with Susan.

DB: Okay; I'd love to talk with you but I'd also encourage you to visit my website so you learn a little bit more about me, what services I offer, and so on.

TJL: Just to stop a second - Dave likes to screen calls to find out if there's a good match.

DB: Yes; I found that before my website, I would have 1 out of 10 completions, and since the website, I've had 8 out of 10 completions.

TJL: And I do it differently - I spend about 3 minutes with them to find out if there's a match there, before I go forward.

DB: So what are you working on?

TJL: That's a great question - it actually forces the client to think about what they're working on. It's a great way to frame the conversation. Well, I'm working n having nothing to do - I'm always over-committed and I'd actually like a life that's full of sitting in my backyard and reading a book.

DB: Very great; that sounds like fun to me. Just so you know, I only work with people I can get behind, so part of this conversation is about you working with me, as well as me getting excited about working with you. Can you tell me a little more about that - what will you accomplish by this?

TJL: Yes - Dave wants to know the outcome or benefit that will come to my life.

DB: I'm fascinated by your project….

TJL: And that's a good thing to say. People love to hear when you're interested in them, rather than trying to sound interesting to them.

Susan: Also, sometimes they're not able to articulate this; a lot of times, they don't have the clarity Thomas has.

TJL: In my experience, if you ask them about what they're working on, they have an idea about what they want to work on already.

Susan: Yes, but sometimes it's hard to be fascinated by what they want to work on! (laugh)

DB: How did you come up with this idea for your project?

TJL: People think I'm like a maniac; I don't have deadlines or feel late about projects - I just take naps. I haven't found the secret to being highly productive, and I think I need someone to support me while I figure this out. I don't want to live a life where I'm always behind. I can live with this for the rest of my life, but I'm trying to perfect my life.

DB: That's really interesting; most people operate just like you said. You're almost looking for a whole new way of motivating.

TJL: I'm glad you get it!

DB: So what will that bring you personally if you accomplish this?

TJL: I don't know. I know I'll have space and won't feel that grip in the morning. I don't know exactly what I'll get from it, but it'll be pretty daunting.

DB: That sounds pretty good, just what you said.

TJL :I want to wake up and say I want to get it done, versus I need to have that done yesterday - I've gotta get it done.

DB: I'm fascinated by the whole idea. Would you like a partner in accomplishing that?

TJL: Yes, I want it and need it. I don't think I can do it by myself. How would you help me?

DB: That's a great question. I think one thing in being a coach is that I know something about people in general. When you're working on something that you really want, there are always some blind spots - a coach can really help by being another set of eyes and a sounding board. I would help you see things you're not seeing, and just really be there to listen as you're experimenting and just be someone you can share your ideas with, and help you accomplish your goal that much faster.

TJL: A couple of comments - for my taste, Dave went a bit into the selling process, and I would want to hear - how can I help you? Certain kinds of clients want to tell you how they want you. They really want you to ask them so they can tell you how they want you to help them.

DB: Good point; thanks. Just saying a phrase about what you do with your other clients is really helpful; it puts them at ease.

TJL: Once I say yes, what would you do?

DB: I would set up a schedule for them, send them a coaching agreement, and some more information.

Susan: So there's no talk about money, or coaching?

DB: Yes, usually at that point in the conversation, I would also ask if they have any specific questions for me, and that usually brings up the rate issue.

Susan: When did you make up your mind?

TJL: I think it was when Dave thought my goal was interesting. Most coaches don't say that - assuming it's true.

DB: I think the other point about this is when I say that I only work with people whose project I can get behind may help.

TJL: I say "you're the kind of person I love to work with because…." You can say what they said as long as that's true for you too. Often coaches will set up on her website what kinds of clients they want to work with, more information about their coaching style, etc. Sometimes I find clients who aren't really sure what they want to work on, so I'll offer to spend 10-15 minutes talking with them to tease that out. People want to buy coaching, so help them buy coaching; they just don't want to be sold. Dave, any final comments for you on this?

DB: Yes, when you have one of these conversations, it is a selling conversation, but just be relaxed, be yourself, don't try to hard to make an impression; just try to find out about the other person.

TJL: And the question "would you like a partner to help you with that?" is great.

Susan: I would describe it as more of a buying session than a selling session.

DB: That's a good point.

TJL: Great Susan and Dave. This completes the first segment of our taping.

(moment of silence)

TJL: And we're back. Anybody who has a question, feel free to do so.

Sonny: Just to take your question to another level. People do not want to buy, they want to own. They just hate the process; they don't want to hire a coach, but they want one.

TJL Great; thanks, Sonny. Who else has a question or comment?

Debbie: For the people it doesn't work for, what are the types of reasons people may not go through with this process?

DB: Yes - my usual rate is about 80-90 percent. I think you need to go through this screening process first, though. The people who call me already have found we have a connection or common ground. The people who might not hire me….

TJL: It could be a personality mis-match, it's the approach, the timing isn't right, etc.

DB: Or they really aren't ready to get started at that moment - they might come back in a few months, though. Sometimes folks do interview several coaches and just pick someone else.

Lupita: What happens if what you hear on the other end you don't like and that it's not going to be a good fit. What do you say?

DB: That's a good question. It does happen from time to time; if I come to the conclusion that this isn't someone I don't want to work with, they usually come to that conclusion too. I've never had that happen personally.

TJL: I've had lots of situations where they just assume I'm the perfect coach for them. And during our conversation, I'll tell them sometimes that it's just not an area I'd be very good at, and will refer them to someone else.

Lupita: That's great.

TJL: Who else?

XXX: I just want to say that I love the questions; I wrote them down and they're posted on my wall already. It's a wonderful concise, complete package - I love it. Thank you!

TJL: We were just shouting hallelujah when we came up with these last week. I don't like selling, and I'd even be willing to ask these questions!

DB: I think that's really the most important thing - it's comfortable and natural for you to have the conversation. If you don't feel right about it, it's not going to work.

TJL: Well said. Who else has a question or comment?

XXX: What I observed is that it is in fact a conversation, not a push.

Susan: And I think that Thomas did most of the talking was great.

DB: Yes; what I find is that some people expect me to talk more, but I just don't talk much.

TJL: And one of the traps you can fall into is that you might get trapped into coaching them right away. The only real question that matters is would you like a partner to help you with that?

Lupita: I really like what you said about using a coach to find the blind spots - I'm going to use that. Also, I thought the part about wanting to work with someone on something they're excited about.

DB: Yes, that's one thing that really seems to be valuable for me.

Rob: What I find is that people who haven't had a coach before need about 10 minutes to experience coaching and make a decision.

TJL: In your own experience, d you generally offer the 10 minutes of coaching or try to sell it without that?

Rob: I've tried both, and have had more success with the 10 minutes of coaching.

TJL: I think your point is well made.

XXX: There's an "engaging personality" factor that Dave brings to the call - his laughter and his openness and honesty.

DB: I think that just comes from being wiling to just be yourself and not be nervous about it. I think what helps is calling it an interview - a way to get to know each other and be relaxed about it.

TJL: And I think one thing that helps is that Dave actually believes in the value of coaching. I would say that 90 percent of new coaches have not come to actually believe in coaching. They want to do it, think it's good, but they may not yet really believe. By experiencing clients, you really come to be a believer.

XXX: I agree 100 percent!

Monique:
This has been very instructive and I enjoyed the call, but I found it rather distractive that the client was Thomas. I think it would be much better if you could get a "real" client. It would be easier to focus on the process, rather than thinking "Is this was Thomas really wants?" Also, I think someone else wouldn't go with the flow as easily and I think that would be instructive.

TJL: I think you're correct, and appreciate your point. Who else?

XXX: First, Dave's personality was coming from his real self.

TJL: Yes, and it's not Dave as a coach, but it's Dave as a person. most clients want to feel Dave, and it's hard to do that with someone who's in a coaching mode.

XXX: I also like the way the 3 questions take me into a space that I want to be - me as the other person in the partnership.

TJL: So it keeps your focus clean as well!

XXX: Yes, and there is a third thing - those questions in themselves are a good example of coaching.

TJL: Well said; thank you very much. Who else?

Sonny; I've done sales myself and I really like these. This is really minimalist; you're not doing a presentation, and you're not really asking for the close, but what you're really selling is them getting their dream and them having a partner in getting their dream.

TJL: Thanks, Sonny. Dave, any final comments?

DB: Be yourself when you talk to people; it'll usually work out.

TJL: And Susan?

Susan: He took the words right out of my mouth!

TJL: And for me, it's much easy and far more fun to be interested in the person rather than trying to be interesting to them. Thank you - hope you all have a great day!