Why targeting is essential for a successful coaching business

As strange as it may seem to some of you, the lack of targeting is one of the main reasons why so many coaches do not succeed in this business. You can attend as many courses as you like, read all the books on coaching available, go to as many networking meetings as you can; it won't bring you more clients or the successful coaching business you want unless you narrow your market.

I understand that many of you think that by narrowing your market, you will lose a lot of potential clients. In fact, by pinpointing your target clientele and your target market, you can develop your activity 5 to 10 times faster and you will get 5 to 10 times more clients than if you continued to coach everyone on everything.

In order to target a market effectively, you need to specialize in a specific problem. The more specialized you are to your target, the more you will be considered an expert in that area.

This is the formula you need to use to identify your target:

Target = subject of expertise + the group of people you can help.

When you talk about the Target, coaches generally react in 3 different ways:

1. There are coaches who do not want to find their target, they want their targets to find them.

This can really take a very long time. How could they possibly find you if you don't tell them you're in the marketplace? You must give your clientele a good reason to see you as the coach they should turn to.

2. Some coaches do not want to exclude anyone. They know their coaching could help many people, so they want to do everything to help as many people as possible.

Well, the truth is you can't coach everybody. You don't have the time to do it. Plus, when you coach on everything, you will be perceived as a generalist, not an expert who can solve a specific problem.

3. Other coaches do not like the idea of being associated with one particular type of coaching.

You should know one thing, no matter who you decide to coach, the topics covered during your sessions could result in various dynamics. To give you an example, some life coaches do not want to offer their services to companies. However, if you are coaching a senior manager, you may very well coach him on many aspects of his private life and therefore use life coaching associated with his company activities.

You must also keep in mind that, when you target your clients, your message is clearer and very specific in its content. It resonates with your clients, and they find a particular interest in what you say. When you narrow your focus on a small, specialised market, people hear your message, understand it and take a personal meaning from it. After all, you are the expert they are seeking to solve their problem. They know what you say is true and is proven by factual evidence.

The more you have identified the right target, the more you will be considered an expert and the more you can increase your revenue. People are offered the services of an expert and not of a generalist. And people are willing to pay for the services of experts, of those who can understand them and help them reach their goals.

If you have just realized that targeting is what you need for your coaching business, or you want to learn more about it, then ask for your free copy of my "Discover Your Magnetic Message" document at http://coachingandsuccess.com.

Christine Marmoy is a Certified Professional Coach and she obtained her certification at the Institute of International Coaching in Geneva. She also has an MBA and worked for over 15 years as a Project Manager for various international financial companies. Her mission is to do everything she can to help you succeed in gaining new clients using your coaching skills.She really hopes she can help as many people as possible by teaching them how to enjoy a happy and fulfilling life!

Christine Marmoy may be contacted at http://coachingandsuccess.com

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