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Before Marketing
10 Plays5 months ago
In this episode of PRIME SPACE, Elias dives into the crucial yet often overlooked topic of building a successful coaching practice. Whether you're a new coach just starting out or a seasoned professional looking to refine your business, this episode is relevant to you.
Here, Elias explores the two foundational questions that must be answered before any marketing strategy can truly work:
- What is your case for coaching?
- Why should clients choose you over others?
Learn how to articulate your value, define your unique presence in the coaching space, and build your practice on authenticity and alignment.
🎧 Tune in to discover:
- Why traditional marketing falls flat without inner clarity
- How to position yourself with confidence and purpose
- The mindset shift from chasing clients to attracting them
💡 Plus: A sneak peek into PRIME Coaching Academy’s Level One program and how it can help you lay this essential foundation.
Don’t forget to like, subscribe, and share this episode with fellow coaches!
👉 Register now for our Level One program
#CoachingPractice #ICFCoaching #MarketingForCoaches #CoachMindset #AttractClients #PRIMECoachingAcademy #EliasScultori #CoachingSkills #BuildYourPractice #AuthenticMarketing
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Transcript
Introduction to Prime Space Podcast
00:00:03
Speaker
Welcome to Prime Space, a Prime Coaching Academy podcast with your host, Elias Scultori.
00:00:14
Speaker
Hello coaches.
00:00:15
Speaker
I usually talk a lot about in these episodes of Prime Space, I talk about coaching mindset, coaching skills, the philosophy of coaching, coaching in the world, and all of these philosophical aspects of coaching and skills aspect of coaching.
Importance of Practice Building
00:00:34
Speaker
But I don't think I have done any episode about practice building.
00:00:38
Speaker
And I thought it would be important for us to talk about this.
00:00:42
Speaker
And here is a point.
00:00:43
Speaker
I'm not just going to address points here for the new coaches who are building their practice for the first time.
00:00:52
Speaker
The concept I'm going to share with you here today are for every coach.
00:00:57
Speaker
Even for the seasoned coach who has a solid practice.
00:01:02
Speaker
I believe that what I am going to address here today is for you as well.
Market Establishment vs. Client Chasing
00:01:08
Speaker
It seems that every single coach is looking for clients.
00:01:15
Speaker
And there is much to talk about this because I am a firm believer that we don't chase after clients.
00:01:24
Speaker
We establish ourselves in the market, establish ourselves, solidly establish ourselves in the market, and then clients come after us.
00:01:35
Speaker
But this is another story.
00:01:36
Speaker
We are going to talk about this another time, and I believe that some of you already understand this concept here.
00:01:43
Speaker
Maybe another episode we are going to address
Marketing as a Necessary Coaching Component
00:01:46
Speaker
that.
00:01:46
Speaker
Today I want to talk about the M word, right?
00:01:49
Speaker
Marketing.
00:01:53
Speaker
in what comes before marketing.
00:01:57
Speaker
marketing is this bad word in coaching because coaches come to coaching because we want to coach.
00:02:05
Speaker
And then we realize, oh boy, I have to build a practice and then I have to do this marketing.
00:02:11
Speaker
And we go to marketing like grudgingly and I have to do this.
00:02:18
Speaker
And true, there is that.
00:02:22
Speaker
And if you go, every time I go to LinkedIn,
00:02:27
Speaker
There is always someone promising me that they are going to give me this amazing practice in 30 days, and they are all for the world.
00:02:37
Speaker
And all of these steps are important.
00:02:42
Speaker
At some point, it's important for us to have marketing strategies.
00:02:47
Speaker
Developing a brand, building a pipeline, making connections, setting up systems, creating a communication model, having an online presence.
00:02:57
Speaker
All of this is important around marketing.
Foundation Before Marketing
00:03:02
Speaker
But what I see oftentimes is that coaches miss a
00:03:10
Speaker
What needs to happen before marketing?
00:03:18
Speaker
Before Amy and I created Prime Coaching Academy, we worked for several other coach training programs.
00:03:24
Speaker
And I remember very clearly working with one of these coach training schools.
00:03:33
Speaker
And we were revising the course that supported coaches to establish themselves as coaches in the marketplace.
00:03:45
Speaker
And they had lots of documents.
00:03:47
Speaker
Oh my gosh, a book full of documents with templates and letters and assessments and all of this stuff.
00:03:57
Speaker
And they were interesting.
00:03:59
Speaker
But I remember that in the group that we were revising the curriculum, I said, hey, before we go to all of these marketing gimmicks,
00:04:13
Speaker
We need to talk about other stuff.
00:04:17
Speaker
Because if we don't have a solid foundation, all of these marketing tools will fall flat.
00:04:26
Speaker
For sure.
00:04:28
Speaker
And these are the two points that I firmly believe coaches need to pay attention to.
Foundational Questions for Coaches
00:04:35
Speaker
And oftentimes coaches don't take enough time to think about these two points.
00:04:41
Speaker
Ready?
00:04:42
Speaker
Number one.
00:04:46
Speaker
What is your case for coaching?
00:04:51
Speaker
Number two.
00:04:53
Speaker
Why should clients hire you instead of another coach?
00:05:03
Speaker
These are foundational points for the success of any practice.
Articulating Coaching Value
00:05:12
Speaker
At Prime Coaching Academy, in our Level 1 program, we have a module that Amy and I go substantially about these points here.
00:05:19
Speaker
But today I'm going to give you a little preview.
00:05:24
Speaker
So let's address the first one.
00:05:28
Speaker
Oftentimes, coaches don't know how to verbalize the value of coaching.
00:05:36
Speaker
And I'm not talking about ROI.
00:05:38
Speaker
ROI is great.
00:05:39
Speaker
It's important, you know, for every dollar that you invest.
00:05:44
Speaker
You know, the statistics say that you're going to get $7 back, whatever it is.
00:05:49
Speaker
This is good.
00:05:51
Speaker
It's good to have these statistics and information because clients like this.
00:05:57
Speaker
But what I'm talking about here is what is the impact?
00:06:01
Speaker
That individual, that employee, that manager in that organization, yes, they may be concerned about ROI because someone is talking about budget with them.
00:06:14
Speaker
Someone is talking about the bottom line.
00:06:16
Speaker
The most important, that manager is thinking about the impact.
00:06:19
Speaker
How is this going to benefit me?
00:06:22
Speaker
How is this going to benefit my team?
00:06:26
Speaker
Why coaching is so valuable?
00:06:29
Speaker
What is coaching?
00:06:31
Speaker
What is the difference between coaching and another modality?
00:06:34
Speaker
Why should I hire you instead of this other guy that says that he's going to give me the answer to my problem?
00:06:42
Speaker
and come and fix everything?
00:06:44
Speaker
Why should I hire you that is saying that I need to have discovery conversations and think about deeper aspects of exploration?
00:06:56
Speaker
How do you explain and verbalize this concept?
00:07:02
Speaker
It's stuff that coaches oftentimes don't take the time to think about them.
00:07:09
Speaker
Right now, the coaching industry is estimated to be a $15 billion industry.
00:07:15
Speaker
So think about this.
00:07:17
Speaker
The ICF is celebrating 30 years this year.
00:07:22
Speaker
So what happened that an industry started from nothing and 30 years later we are a $15 billion industry?
00:07:29
Speaker
There must be something valuable there.
00:07:32
Speaker
How do you verbalize that?
00:07:35
Speaker
How do you verbalize that?
00:07:38
Speaker
your case for coaching?
00:07:39
Speaker
How valuable do you think coaching truly is?
00:07:45
Speaker
And I'm not telling you my point of view.
00:07:49
Speaker
What is important is that you have your point of view.
00:07:54
Speaker
Because at the moment when you get in front of that prospective client, you are the one sharing your idea.
00:08:05
Speaker
What is your proposition for coaching?
00:08:10
Speaker
And make sure that this is an authentic and compelling message so that people can truly get what you're saying.
Highlighting Unique Traits
00:08:24
Speaker
Let's go to point number two.
00:08:27
Speaker
Why should clients hire you?
00:08:31
Speaker
Why you?
00:08:33
Speaker
What is unique about yourself?
00:08:36
Speaker
What about your background will make clients want to build this partnership with you?
00:08:42
Speaker
What about you as a person will entice people to spend time with you?
00:08:47
Speaker
Right now, the ICF has 60,000 members.
00:08:51
Speaker
And I think that is estimated to have like the world to have like 100,000, 1,200,000.
00:08:57
Speaker
I don't know the estimate of coaches around the world.
00:09:03
Speaker
You know, what makes people want to hire you and not the 59,999 other coaches?
00:09:14
Speaker
And this is not about resume and qualifications.
00:09:19
Speaker
This is about you.
00:09:22
Speaker
What is the energy that you bring to the room?
00:09:25
Speaker
Your interests, your presence.
00:09:29
Speaker
What is about your character, your values?
00:09:36
Speaker
Coaching is not about sales.
00:09:38
Speaker
Coaching is about attraction.
00:09:41
Speaker
It is important for you to have a sense of a niche and what your best client is.
00:09:47
Speaker
But most important, it is about knowing who you are, what you have to offer so that clients will come to you.
00:10:02
Speaker
When you are in front of your prospect clients, you want to exude this so that of course they want to spend time with you and no other person.
Authentic Self-Understanding in Marketing
00:10:20
Speaker
I am a firm believer that these are the two foundational points of a successful practice.
00:10:26
Speaker
Again, I say this again.
00:10:28
Speaker
You can have all of the strategies, all of the gimmicks.
00:10:33
Speaker
You can have a very clear brand, pipeline, strategies.
00:10:40
Speaker
But if you don't know these two points...
00:10:44
Speaker
all of that is going to fall flat.
00:10:47
Speaker
And if you take the time to think about these two points, the brand, the pipeline, the strategy will come a lot easier because they are coming out of an authentic process and an authentic message that you have within yourself.
00:11:07
Speaker
So you have some work to do there.
00:11:10
Speaker
Take the time to mature, to ripen these messages within you because all of your practice, everything that comes out of your practice, all of your marketing strategy is going to come naturally out of these points.
Engagement and Community Building
00:11:34
Speaker
make sure that you share this episode with others make sure that you subscribe to our youtube channel and we have registrations open for our level one program so we can talk about this amy and i can talk about this with you and we can have a conversation directly with you on these points and it would be wonderful to work with you either on level one or level two program
00:12:01
Speaker
Anyways, everyone, every coach, thank you so much for listening.
00:12:06
Speaker
And I will talk to you next time.
00:12:08
Speaker
Take care.