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Recruit Winning Players to Your Team And
Sign Perfect Clients to Your Practice
A method-based approach to design, talk about, market and sell your coaching services;
Formerly: You Will Win With Me As Your Coach
If you are a coach in private practice signing clients or a business owner or leader recruiting players to your team it is essential that you communicate what you do as a coach in a way that builds certainty. Our mantra: Certainty Sells!
Here is ONE thing you MUST know:
If you want someone to pay you to coach them or join your team, you have to be able to say something like this:
“I know the game you are trying to win. I know a little bit about you, your situation and your capabilities. I can tell you with confidence: You will win with me as your coach.”
If they believe you, they will hire you / join you. If they don’t believe you, they will not.
So, the challenge is this:
- How do you establish your credibility with the potential client so that when you say that they believe you?
- How do you attract the people who want to win the games you can coach with certainty so that you have plenty of opportunities to say that.
- How do you set up the conversation so that your “You Will Win” moment arrives at the right time every time? And you say it with total certainty.
The purpose of the Recruit and Sign Program
You will follow a 12 step process to design a systematic approach to creating enough “You Will Win” moments to build a thriving coaching business. (a “you will win” moment is when a potential client / team member recognizes that working with you will help them play and win a game in their life)
This will happen in four specific ways:
1) You will be a much better coach by defining your coaching method.
2) You will have MUCH greater ease in talking about what you do when you can explain it in a tangible method-based way.
3) You will be a MUCH better marketer / attractor by crafting compelling language to talk about what you do AND by designing 4 simple and powerful marketing strategies.
4) You will be a MUCH - MUCH more confident sales person by defining a complete sales method AND by writing key mini-scripts for the essential moments of your collaborative sales / recruitment dialogue.
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Hi Dave
Great session today.
What I really like about your approach to coaching (in the You Will Win Program) is exactly the comment of the "E-Myth" - moving the coach from "artisan" to "businessperson"... putting some structure and something tangible to coaching - defining the outcome clearly for the client, and also the process/the game that they will experience
This is the real professionalism that Coaching lacks. I guess a lot of the discussion/"bun fighting" about certification going on here in Quebec City is happening because most coaches haven't developed a clear method to their coaching, so coaching has developed not such a good reputation.
I really like the question you asked for today "what gives me the right to coach this game?”
Hmmm have to work on articulating that....
A lot of what has been discussed so far is confirming the path I've chosen in creating the "Visioneering Institute". Many questions in your handouts are getting me to write down many thoughts I've had this summer as I've been systematizing my tools and approach.
Just some thoughts to give you feedback so far...
peace
- Coach Davender Gupta :)
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If you are in your first three years of professional coaching OR are currently earning less than $75K per year as a coach, then this program is a MUST for you.
A program exclusively for coaches
Before I get into the details of this powerful new program let me say that I KNOW that there are A LOT of practice building programs out there. If you are new to the coaching practice building game - or have anything less than a thriving practice with a waiting list of clients - then starting here is absolutely the best thing you can do. If you’ve been in the game for a while, it may feel like you’ve heard it all before, but this program is different.
First of all, it was developed by professional coaches who have built real 6 figure practices delivering 1-1 and small group coaching. (me, Dave Buck with help from my colleague Bea Fields) THIS IS IMPORTANT. A LOT of coaching practice programs out there were developed by people who made their money with a Book or CD or large seminar that was incorrectly labeled as coaching. I earn my living delivering high quality coaching services and so does Bea.
Also, this program is specifically for professional coaches! Most programs in this category claim to be for all professional service providers. Not this one: it is for coaches only.
Finally, it is based on several compelling new Coaching theories; Theories that we believe will revitalize the entire coaching industry.
So, before we get into the particulars about this fast-paced, action oriented 21-day intensive program that will prepare you to thrive as a professional coach, here is the thinking BEHIND the program.
7 Theories About Professional Coaching
 Any endeavor in life can be designed as a winnable game worth playing; People LOVE to play a challenging and winnable game.
The purpose of coaching is winning; to help people play a game that matters to them personally AND play it more effectively and win on their own terms.
You may be able to coach any game, but you can only coach masterfully a game that you have lived. Working with players of a game that you have lived - a game that you know through experience - will be your best opportunity to do masterful coaching in the early stages of your coaching career.
A player / potential client will ONLY hire a coach who has more certainty in the game than they have. Certainty sells. Every step in your marketing, selling and coaching processes must be designed to build certainty for you AND your potential clients and partners; Certainty means that the other person KNOWS that YOU know what you are doing. They can feel it. They have no doubt that they are in good hands with you. This is essential for potential clients and strategic partners.
Coaching has a unique pattern language that borrows much from the language of games; In addition every game has its own unique pattern language. To get clients / players of a particular game to hire you, you must speak fluently the language of that game.
The purpose of marketing is to attract IDEAL clients for your business. It could better be described as recruiting: you are a coach recruiting players who are ready, able and willing to play to win! When you recruit players who are ready to play and win, you can build a winning record as a coach. This is the meaning of Coach-Two-Win: When your players win, YOU win. So, you must recruit and select your players carefully!
Finally, coaching is about community leadership. To build a thriving practice you must be visible “physically” in your community; Not hiding behind your computer writing another eBook or messing around with google ad-words or dreaming about a business that you can run while sitting at home in your pj’s.
I know these are controversial ideas. So before we go on, there are 4 key points that you must be aligned with in order for this program to work for you. So I’m going to share them with you now so you can decide if it is worth your time to continue reading.
I call them “The 4 Willings”
(yes, the notes are "tongue in cheek")
1) I am willing to have a full practice of ideal clients paying my current market value.
This may seem like a silly thing to ask but it’s not for two reasons: 1) you will need a high degree of willingness to project the certainty needed to get clients and 2) this program is designed for coaches in the BUILDING stage, NOT for coaches who already have a full practice of ideal clients in maintenance mode.
2) I am willing to take a totally new approach to the way I talk about, sell and deliver coaching services.
Note: This approach - talking to people in the language of winning - is likely to confuse or even outrage your coaching colleagues. But it will make perfect sense to your prospective clients.
3) I am willing to be 100% responsible for the results of my clients / players, and abandon the crazy but common coaching idea that if the client doesn’t get results it must be something wrong with them; or perhaps mean that they are not “coach-able”
Note: This idea will definitely outrage your coaching colleagues who have been trained to never take responsibility for results, but it will inspire greatness in your clients because they will know that they have a real partner in you.
4) I am willing to take complete responsibility for the size and success of my practice and stop making excuses like “the people in my community just don’t understand coaching”.
You will learn a new way to speak powerfully and responsibly with the people in your community about coaching that will end the confusion.
Note: some of your coaching colleagues might say that you are not “collaborative” when you leave the “I don’t have enough clients pity-party”
Are you willing?
If yes, then let’s get into the game!
The program details...
You will receive a comprehensive Play Book with all of the lesson plans, assignment details and templates.
You will have 12 VERY specific assignments to complete toward defining your coaching, marketing and selling methods.
There will be three optional project support days on Fridays during the program from 9 AM ET to 1 PM ET to work collaboratively on your projects.
Each session will be recorded so that if you miss a session you can catch up.
There will be an on-line resource center for the program with the Play Book, recordings and additional resources.
There will be a community forum set up for you post your assignments for review by your colleagues. (Optional)
Your financial investment in the program is just $395
Listen to a one-hour overview of the program!
Listen here (in mp3 format)
In the world of coaching, Certainty Sells!
Participating in this program will greatly expand your certainty in three parts.
First by helping you define your coaching method; how you help people win;
Second by helping you define your marketing method; how you create a value-adding process for people to learn about you and what you do
Third by helping you define your sales method; how you create a step-by-step process for potential prospects to make the decision to hire you as a coach.
*** Part 1: Defining your Coaching method ***
Your Coaching method is your approach to helping another person win the game. It may be a linear path of steps or a list of key components. It is your starting point for every client. Then, based on the client situation and needs you will customize a plan for them.
To define your coaching method we will combine your life experience (your triumphs and set backs) with the five step coach-two-win method. This will be your starting point and from there you will customize the method based on your theories and the language of your game.
Having a method to your coaching will add great certainty to the marketing and selling steps that come next.
Here are the steps:
1) Know your game and what winning looks like
Knowing your game (or games) is the foundation of all coaching! To coach a player in a game, you must know that game!
You have lived many games in your life; some through personal experience and others through the lives of family, friends or even clients. We will talk about what it means to LIVE A GAME and how you can leverage those experiences to build your business.
Every game has its own pattern language. You must be able to describe the game clearly using the language of the game. This builds certainty for you and the potential clients / players. In other words if you are coaching solo business owners you have to describe the game using the language of solo business.
Focus your intention on being of service to others who love the game.
2) Your theory about winning the game
Since coaching is about winning, you have to have an idea about what winning the game means. What is YOUR BIG IDEA? What is your unique way of thinking about the game? What is your definition of winning? What is your story about how you have won at this game? Knowing your theory will build certainty.
You must have a vision of excellence and grace for how this game can be played.
3) The method you use to help others win
You must have a method by which you help someone play the game better. You must have an approach to the game. The more clearly you know your method, the certainty you will have. You won’t explain your entire method to a potential client, but you must have a short explanation of your method that you can share with complete confidence at a moments notice.
In this program we will help you to define your coaching method using the Coach-Two-Win method as a road map.
You also must have a method for helping each individual define their own winnable game within the big game that you coach. You must be able to assess the clients experience and talent as well as environmental factors in order to define a variety of winnable (attainable AND challenging) short term objectives.
4) The skills and strategies you teach and your practices
Every game has skills and strategies. Your first job as a coach is to assess the skill level of your player and design a practice plan for them to quickly improve the way they play. A lost fundamental of the coaching profession is designing practices that improve the players’ skills.
Then you must work with the player to devise a winning strategy based on every detail of the current situation.
Obviously you don’t do this as a part of your marketing and selling plan. But knowing that you CAN do it and that you HAVE done it for yourself and others is essential to a sound marketing approach.
In this section you will prepare several “How I taught this skill and then the player started winning” examples.
5) The internal game issues you help resolve
The internal game is comprised of every value, belief, thought, feeling and emotion that either supports or hinders playing the game well. internal game issues always reveal themselves in patterns and you must have reliable techniques for identifying and shifting the patterns that are limiting effective decisions and actions.
Most people realize the important role that the internal game plays in building success and they will be inspired by the certainty you have about coaching the internal game.
Again, you probably won’t talk about this in great detail with a potential client, but a brief revealing comment here and there as well as having relevant success stories about internal game shifts can do wonders for your credibility. You will prepare your key stories while we do this part.
6) The environmental design techniques you use to bring the game to life
An often neglected piece of any coaching method is to design an environment where the game comes to life for your player! When the game comes to life, playing becomes joyful and sustainable winning becomes natural. However, this is not so easy to accomplish! Most players will have environments that are full of obstacles.
Talking about the environmental aspect of coaching will often create flashes of insight for your potential player. They will immediately realize that their environment is not designed for them to win! These flashes followed by success stories of how you have helped other players make environmental shifts will also greatly enhance your credibility. You will prepare your environmental design stories during this part.
7) The score card you use to put your players in the game and evaluate progress
The final piece of the winning coaching method is to create a score card for every player on your team / in your practice. The score card allows you to track results and evaluate the progress of each player you coach. It also becomes a tangible record of YOUR results as a coach. From a marketing and selling perspective, describing how you use score cards to create a challenging and winnable game for each player will create excitement and confidence. Again, it shows that you know what you are doing and that you have a method for getting results. Plus, MOST people love to play a good game, and this game WILL be good because you will design it together.
Ahhh, but here is where people start to get nervous: If I can win, that means I also can
lose! True. The fact is you’ll win some and you’ll lose some. If you win all the time the game is too easy! The important thing to communicate to your potential players is that when they lose, it will create valuable learning opportunities that can be leveraged for future successes.
*** Part 2: Defining your Marketing Method ***
The BIG idea: INVITE! INVITE! INVITE! Then Add Value
Marketing is the process wherein a complete stranger to you first learns about you and if appropriate becomes a prospect for your coaching services because they have a feeling that you may be able to help them achieve an important objective in their life or business. (whew that is a mouthful!)
This is a major transition. So you must have a process - often called a marketing funnel - that creates a pathway for someone to understand exactly what you do, experience the value that you have to offer, feel that you have the capability to help them and have an easy way to contact you.
All along the way, YOU will be inviting them to take each step closer to you and your services. In this program you will craft your core language so that what you do is VERY easy to understand. Then you will design your pathway of value adding invitations and sprinkle in a little “WOW” that you become memorable.
8) The #1 marketing strategy for professional coaches:
Have a compelling way to talk about what you do
You are the message! Talking about your coaching service can be fun and effective if you know how to do it. Using winning game language and the fundamental truth that the main thing people care about is themselves and the people they love: you will design a conversation that creates a strong emotional hook that makes you memorable.
Then, you will solidify your position in their mind by inviting them to your “Ongoing Event”
9) The #2 marketing strategy for professional coaches:
Always have something to invite people to! (An ONGOING EVENT)
I have taught this strategy to hundreds of coaches and many use it to great effect (some even teach it!) For some, it is the only marketing strategy they ever need! As a coach you need a strategy that accomplishes the following things:
1) Gives you an opportunity to demonstrate your knowledge of the game
2) Creates a venue for potential players/clients to experience you in a no-risk environment
3) Creates an opportunity for you to add value in a way that is easy and fun for you
4) Enables you to become highly visible in the community
5) Provides an opportunity to recruit players for YOUR winning team (aka your practice)
Remember the old saying: It’s now WHAT you know, it’s WHO you know.
The key point here is to know that the old saying wasn’t quite right:
It’s not WHAT you know, it’s not WHO you know either!
It’s WHO knows WHAT you know. (that’s a Dave Buck original!)
In this course you will design your compelling ONGOING EVENT that adds value to everyone who participates and gives you an opportunity to demonstrate your talents. It can be a weekly teleclass, a monthly live workshop, a party at your home, a monthly luncheon or a daily walk in the park. As long as you do it regularly, consistently, demonstrate what you do AND invite people to join you.
10) The #3 marketing strategy for professional coaches:
Add value to the lives of strategic alliance partners
Now that you have a set schedule of events to invite people to, the next order of business is getting people to your events! There are MANY ways of doing this and you can learn 12 of them in the Your Winning Season for Coaches program! But the first strategy to use is this: find strategic partners who are influential in networks with players of your game. Then find a creative way to add value to the lives of these individuals and/or to the lives of the people in the network. This is an ongoing process that takes time, energy and creativity, but YOU CAN DO IT, AND IT DOES WORK. As you add value and build trust and credibility, they will help you by sending people - LOTS OF PEOPLE - to your ongoing event. Then it ‘s up to you to WOW them.
11) The #4 marketing strategy for coaches
Deliver some WOW at your ONGOING EVENT Then invite them to hire you!
The key here is to deliver your ongoing event in a way that is compelling, interesting and creates value through insight, ideas and information. The optimal ongoing event is highly interactive, informative and collaborative (ie. Very coach-like) and enables you to show off your knowledge of the game AND your coaching skills. If at all possible you should coach in public at your event.
It should be designed to have a similar structure every time but varying in content so that people know that they can come often and get value every time. In this course we will discuss several options that have worked VERY well and then you can apply your boundless creativity to create the perfect ONGOING EVENT for you!
INVITE! INVITE! INVITE! Then add value. This is the mantra for this program. You must invite people to participate with you. During the course of your ONGOING EVENT, you will drop a variety of hints/invitations to hire you as a coach. And at the end of each event you will make a clear and point blank invitation to talk with you. In this course we will help you design an approach and language that will work for you.
This will lead your ideal prospects who now have experienced you and your knowledge of the game to SEEK YOU OUT to talk about hiring you as a coach.
*** Part 3: Defining your Sales Method ***
The purpose of the method is to put both you and your prospect at ease; It’s not selling as much as a collaborative exploration by two people who are BOTH looking to see if working together is a good idea. Remember: as a coach, you are recruiting players / clients who are good for YOU and who will help you establish a winning record as a coach.
12) CERTAINTY SELLS! - The natural selling process for professional coaches.
Selling doesn’t have to be hard or stressful! In fact it can be relatively easy, even FUN, when you have a reliable process that creates certainty for your prospect AND you. It also helps when your game is clearly defined and your ONGOING EVENT consistently screens and attracts prospects that are a great fit for you and your coaching services.
In this course we will teach you a step-by-step process to create a sales method, including mini-scripts for the key moments of your sales dialogue.
By the time we are done with this section AND THIS COURSE - you’ll be so enthusiastic about selling that you’ll look for every possible opportunity to talk with potential prospects about your coaching business.
Detailed Course Outline
The program is delivered over three weeks, on what is typically an off-peak time for coaching. It is designed to give you a complete environment for completing the work requited to establish a strong foundation for your coaching business! This is not about hearing some great ideas - it's about doing the work to prepare a coaching service with real market appeal.
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Session / Date
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Topic(s)
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Pre-Class Fieldwork
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Read the complete You Will Win Playbook
Complete the games you have lived assignment
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Session #1
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Introduction
#1 Know your game and what winning looks like
#2 Your theory about winning the game
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Session #2
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#3 - #8 Overview: Developing a Winning Coaching Method for Your Game
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Workday #1
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Optional Support Environment: We will meet as a team on the bridge for 5-10 minutes at the top of each hour and each person will create a focused action plan for the coming hour. Then you have 50 minutes to get it done. This creates a fun support environment for you to complete your program assignments. Focus: Define your method!
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Session #3
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#3 - #8 Working through several examples of coaching methods
Weekend Field Work: Write out your coaching method AND at least one client success story for each element of your method
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Session #4
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#3 Defining a Winnable Game using your own life and examples from past and current clients you will practice defining winnable games.
Develop a player/game assessment: based on the outline of your coaching method you will develop a REALTY checklist of factors that will help you and your player create a challenging but winnable game.
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Session #5
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Refining your method! We will delve deeper into #4 Skills, #5 Inner game and #6 Environmental Design
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Session #6
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Overview of 4 Marketing Strategies:
INVITE - INVITE - INVITE AND ADD VALUE
#8 Have a compelling way to talk about what you do
#9 Always have something to invite people to
#10 Add value to the lives of strategic alliance partners
#11 Deliver some WOW at your ONGOING EVENT
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Workday #2
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Optional Support Environment â“ We will meet as a team on the bridge for 5-10 minutes at the top of each hour and each person will create a focused action plan for the coming hour. Then you have 50 minutes to get it done. This creates a fun support environment for you to complete your program assignments. Focus: Map out your Marketing Plan
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Session #7
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Review several examples of Marketing Plans using the 4 key strategies;
Weekend Field Work: Write out your Marketing Method
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Session #8
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Refining the marketing plans;
#10 More ways to add value
#11 Designing the WOW in your ONGOING EVENT
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Session #9
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Overview #12 The Natural Selling Process for coaches
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Session #10
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Details #12 Designing all of the pieces of the sales method
Including the mini-scripts such as: Your 2-minute
“How I will help you win” method overview for use with a coaching prospect
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Workday #3
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Optional Support Environment. We will meet as a team on the bridge for 5-10 minutes at the top of each hour and each person will create a focused action plan for the coming hour. Then you have 50 minutes to get it done. This creates a fun support environment for you to complete your program assignments. Focus: Write out your sales method
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Session #11
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#12 Review examples of the Sales Method
Weekend Field Work: Write out your sales method
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Session #12
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Putting the finishing touches on your three methods
Plus #7 Building a sample scorecard for your game
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Session #13
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Everything you do is designed to attract people to your ONGOING EVENT!
Introduction to playing the Your Winning Season for Coaches Game
Celebration!
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Keep playing!
Coach Dave Buck
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