Networking may be a cliché, but developing and maintaining a strong network is crucial for any business. Networking today is a popular and acceptable skill set a coach you will benefit by expanding the number of people in one's network.
Leverage and Expand an Existing Network
Developing and maintaining a network requires more than the occasional holiday card. Spending time to get to know people and help them when they need assistance. This way coaches can build a strong network that they can rely on. By helping others with providing contacts and introductions coaches pave the way for a mutually beneficial referral relationship and it will make it easier to ask for help in return.
The first step is to generate a master list of contacts. Investing the time to compile a comprehensive list of useful contacts from one's address book is crucial. Then call each person and inform them how people benefit from coaching services. This should be treated as a courtesy call, not a sales call.
If a phone call is not appropriate, sending a letter or email of self-introduction is another good strategy. It’s best to write a letter or email to break the ice after a long hiatus, when a contact travels extensively or there’s an impenetrable wall of voice mail and/or secretaries, or when the coach is better with the written word than speaking on the phone. Again, it should not be phrased as a sales pitch but outlining what one does, what coaching is and how it benefits clients. A sample letter may include something like this:
“Dear Colleague:
As you know I have been in business management for 10 years. I am expanding my practice to include coaching to help clients set larger, better, more rewarding personal and professional goals. I speak with my clients at least weekly to help them strategize and take action. My role as a client advocate, champion, partner, cheerleader and sounding board allows me to ask more of my clients than they – or others – may ask of themselves, encouraging them reach their developmental goals and find solutions to their business challenges.
Currently, I am working with six coaching clients and my practice goal is to reach 30 clients. I do not advertise, but instead rely strongly on referrals from my current clients and colleagues, like you. My expertise is working with entrepreneurs, CEOs and Executives. I hope you will keep me in mind when you come across someone that you think may benefit from my services….”
Coach for Free if Necessary
Part of being a great coach is recognizing when others could benefit from one's advise, time and encouragement. The motto is to be generous when one sees a need and offering to help, whether one gets paid for it or not. This is especially a valuable tool when a coach is shifting his or her practice or starting anew. Volunteering services at local industry events or job forums in case of career coaching services builds up one's reputation and network. Thes are the two pillars a coach's practice will stand on.
Start an E-Newsletter
Another valuable tool to build a practice is to start a newsletter. Be thoughtful about picking a topic that would appeal to clients and potential clients. Decide on the frequency of communication. Keep it brief and precise and interesting. Remember that readers don’t like text heavy newsletters and emails so be sure to structure it reader friendly. Stick with one topic per communication not to overwhelm readers and have a compelling title that will capture readers’ attention.
E-newsletters are a great marketing tool as it attracts potential clients and work well for those practitioners that don’t like the idea of direct selling or cold calling.
Most new coaches are concerned about their ability to attract enough clients. The above strategies are proven and will get one started in the right direction. Lastly, the more passionate and proud a coach is about the quality of his or her coaching practice, the easier it will be to sell others those services.
Britta Stromeyer Esmail - Britta is a bilingual business management professional and executive coach with extensive domestic and international experience in the ...
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