The Right and Wrong Ways to Bring Clients into Your World
Building Relationships in Coaching and Authentic Marketing Techniques
In this episode, John and Angie delve into effective and authentic methods for bringing new clients into your coaching world.
They emphasize relationship marketing over traditional hard-sell techniques.
The conversation covers the importance of warm and cold leads, the pitfalls of spammy marketing, the value of building trust, and strategies to maintain authentic connections with potential clients.
They also discuss the role of podcasts and referrals in client acquisition.
John and Angie agree that while building relationships is paramount, the approach and communication strategy should align with one's true self for genuine client engagement.
Do you have something to say on this topic or questions we didn't cover? Leave us a voicemail. It's free to do and if we like it we might feature you on the show. Go to https://speakpipe.com/thecoachingclinicpodcast and we look forward to hearing from you.
keywords
coaching business, building relationships, curated professional image, selling the outcome, authenticity, relatability, referrals, believing in yourself
takeaways
- Building relationships and creating a curated professional image are key to bringing new clients into your coaching business.
- Sell the desired outcome to clients and focus on being authentic and relatable.
- Referrals are a powerful way to bring in new clients, so ask for them in the right way.
- Believe in yourself and your ability to help others, and communicate that belief to potential clients.
- Stay tuned for a big surprise that John and Angie have in the works!
titles
- The Power of Referrals
- A Big Surprise in the Works
Sound Bites
- "I grab my lasso, I jump on my horse and I go wrangle me some clients."
- "The most important thing you can do is to focus on building the relationship."
- "Sell the destination and not the flight."
00:00 Introduction and Unusual Client Acquisition Methods
01:49 The Importance of Relationship Building in Business
02:44 Differentiating Between Cold and Warm Leads
03:46 Creating Valuable Content and Avoiding the Content Treadmill
04:27 The Role of Authenticity and Vulnerability in Marketing
04:46 The Power of Person-to-Person Marketing
09:13 Selling the Destination, Not the Flight
13:27 The Challenges of Maintaining Client Relationships
14:42 The Impact of Podcasting and Guest Appearances
16:22 Navigating the Digital Age of Marketing
30:26 The Importance of Referrals and Recommendations
35:18 Conclusion and Upcoming Surprises
Transcript
John?
2
:John: Angie.
3
:Angie: How do you bring new
clients into your world?
4
:John: I'm glad you asked me that, Angie.
5
:My methods are unusual but effective.
6
:I grab my lasso, I jump on my horse,
and I go wrangle me some clients
7
:.
Angie: Metaphorically, you mean.
8
:John: No, literally, Angie.
9
:Angie: Oh, but you don't
have a horse in Spain.
10
:John: Oh, well, I don't love
this negativity from you.
11
:I will not be stopped by minor details.
12
:Angie: Can you even ride a horse?
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:John: Minor details, Angie.
14
:Let's start the show.
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:Angie: That's hilarious.
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:And I love the visual of like, Hey,
we're just going to go out there and,
17
:hop on our horses and just start,
dragging people into our business.
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:Oh, look, if you could see him right
now, he's doing the whole lasso movement.
19
:Oh my gosh.
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:Hilarious.
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:But obviously we're poking fun, right?
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:That just simply doesn't work.
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:John: No, no, I haven't actually
tried that but I can imagine
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:the results would be very poor.
25
:Very poor, indeed.
26
:Angie: I don't think you look
good in orange, but I would
27
:happily bring you a pie.
28
:John: it would be, it would be a very
bad return on investment, I fear.
29
:So I think there are better ways
to bring people into your world.
30
:And that's what we're going
to discuss on our show today.
31
:So let's get into that, Angie, in
terms of your coaching business, how
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:do you bring people into your world?
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:Angie: I'm going to say this because
I know that, people listen to
34
:things like this and they're looking
for that one specific, like this
35
:is the magic pill or something.
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:And that's not how I do it.
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:There's multitudes of ways that I do it.
38
:So it's people I know, anybody who
knows my name and then there's the
39
:people that don't know my name yet.
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:So I automatically start right there.
41
:I differentiate between the two
because when you say my world
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:my professional world yeah.
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:So there's two different
paths that I focus on.
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:Initially.
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:John: So is that like the
difference between cold and
46
:warm leads or prospects for you?
47
:Yeah.
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:Yeah.
49
:I
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:Angie: It is.
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:Absolutely.
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:It is.
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:I think that, there's such a focus now.
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:Things have changed so much since, the
beginning of time when I got into coaching
55
:and training and all the things cause
it was so long ago and it was very much
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:like almost knocking on doors, showing up
and keep showing up and maybe an email.
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:But now, gosh, it's just so much easier.
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:But we don't want to take advantage and we
don't want to be super spammy and all the
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:things So you have to really be careful.
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:So the warm leads Anybody who knows
my name, and there's degrees of that.
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:And then there's the cold, which is,
hey, you don't even know who I am
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:yet, but allow me to introduce myself.
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:John: feel that these days, especially,
it's far more important than ever to
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:create that relationship with people if
you don't, if you don't already have it.
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:And if you do have it to maintain that as
well so often we'll hear people talking
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:about relationship marketing and as
a coach and as a speaker, I feel that
67
:those are some of the best ways for.
68
:Me to be bringing people into my world and
to what I talk about certainly creating
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:valuable content for people is good,
but if we lean too much into that, we're
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:always having to come up with something.
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:We end up on this content treadmill.
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:And I don't think it's really
the only way to be doing it.
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:We do actually want to
build relationships.
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:So it's not always like
everything has to be high value.
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:Everything has to be teaching something.
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:Sometimes we just need to be sharing us,
maybe even just a little vulnerability
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:that I've never liked the idea of the
sort of unassailable gurus at the top of
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:the ladder who have it all figured out
and have all the answers, and there's
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:still some of that around in the personal
and professional development world.
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:Angie: there?
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:John: buy it.
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:There may, maybe was a time very early
on when I was very naive that I did, but
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:now I don't, now I really feel the need
to, that for there to be some kind of
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:relationship there I would never have
gotten into working with someone like
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:Chris Ducker, who's been a great business
mentor for me had Chris not worked to
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:establish relationships with people and do
what he calls person to person marketing.
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:It was in conversation with him
that I started to come into his
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:world and recognize that he has
something valuable to offer.
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:And it was that it was a weird
thing that I thought I was
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:chatting to a bot for a while.
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:And then, and then we actually,
then we actually jumped on a
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:call together and I was like, all
right, I wasn't chatting to a bot.
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:I was chatting with him because I thought
I'm going to get onto a call and it's
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:going to be someone who works for him.
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:And it wasn't, it was the man himself.
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:I like that approach to
my marketing as well.
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:If I'm bringing people into my world
who aren't already aware of me or
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:connected in some way, I want to very
much create a relationship with them.
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:Angie: Yeah.
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:I think that's the key.
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:What I mentioned is my baseline, right?
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:I have two different arenas, two
different paths that I follow, right?
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:Systems in place for each of those.
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:But my systems have changed because even
though we're part of this digital age
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:where we have so much access to people
you and a billion other people so it is
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:so hear me now anybody listening hear me
now the most important thing you can do is
107
:to focus on building the relationship and
not say okay good I sent out 20 emails.
108
:And, it's just enough so that I
don't get stuck in spam and it's,
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:I'm hoping they're going to hear
and people can smell it a mile away.
110
:So I know that there are people
who will say to me, well, isn't
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:that the whole point of being
able to cast that wider net?
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:And to some degree, yes, it is easier
because we do have more access to people.
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:But, like it or not, and I don't care
what generation they're from, people want
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:to build a relationship of trust, right?
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:So you may have a great product,
never, we're not even questioning that.
116
:Let's assume everybody listening
today has the best product.
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:Let's just say that.
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:You still have to build a
relationship with somebody.
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:Because they're really buying you before
they do anything with that product.
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:Yeah.
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:You want to make sure you deliver
because if they find out that you stink
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:at what you do, then you don't get
to keep them anyway, but it's really
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:that building of the relationship.
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:And what does that mean?
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:It's starting with an understanding
of their needs, not your product.
126
:So before I get into a deeper level
here, I don't want to go there,
127
:but that's really my approach.
128
:I will look at individuals who are
cold and then the warm and say to
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:myself, how do I want to interact
and communicate with this person
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:to start building the relationship?
131
:We're not like how many of us
get married on the first date?
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:Okay, for those of you that might do it.
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:I know that there are the exceptions
But you are not the rule just saying so
134
:that's the mindset you're giggling Why
did you get married after the first date?
135
:What?
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:John: No, no, no, no.
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:I was just thinking my, my
experience of life has been any
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:whirlwind romance relationships
have usually whirlwinded out.
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:Angie: Yeah.
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:John: probably not the
right way to say it.
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:They fizzle.
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:They fizzle just usually
just as quick as they start.
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:But I think these Marketing
relationships can be like that as well.
144
:I was saying to you the other day whilst
we were chatting privately about stuff as
145
:we tend to do how important a breakthrough
it was to me to understand the idea of
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:the concept of what I had to offer, what
I wanted to take out into the marketplace
147
:wasn't necessarily what people wanted.
148
:It was what I wanted to take out there.
149
:So it was big breakthrough moment
for me to understand that I needed
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:to either adapt what I wanted into
what they wanted or really just figure
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:out who I want to serve and find out
what they want so I can give them that.
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:Because it's not always going to be the
case that what you want to take out into
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:the world is going to have a market or
it's going to be right for the people
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:that you want to take it out there too.
155
:And one of the things I'd often say
this, I will often say with people
156
:I work with is you need to sell
the destination and not the flight.
157
:Angie: Gosh, yes, there's
got to be a vision, right?
158
:You need to take people past the
hard parts for a minute, right?
159
:Connect them to the necessity and
the why of what it is that they
160
:want to do, what they need from you.
161
:Absolutely.
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:Because that's what we all,
every piece of marketing that's
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:out there is end result driven.
164
:It definitely is.
165
:It's if you follow this diet
plan, you'll look like this.
166
:If you do this exercise,
you'll look like this.
167
:Coaching and all those things that, that,
that accompany it are no different, right?
168
:If you want people to,
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:John: sell the outcome.
170
:We have to sell them what they want,
because imagine, because if you, let's
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:say you do buy like a health and fitness
program or a personal trainer, you'll
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:get, you're buying the outcome, right?
173
:You're not buying, all
right, I'm going to get up.
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:I'm going to have to get up early
three days a week and go out and
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:back out with my personal trainer.
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:And it's going to absolutely
beast me in the gym.
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:Nobody's going to buy that.
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:But that is what you buy.
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:I mean, that is the how
of how you get there.
180
:But what you're buying is the
concept, the idea, the destination.
181
:So they're in that sense, they're
selling you what you want, but they will
182
:give you what you need to get there.
183
:And we need to do the
same as coaches as well.
184
:We need to sell them what they
want, not to do a bait and switch,
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:but to give them what they need.
186
:Like they're still going to give them
what they want, but we're the, how we
187
:get them there is usually less important.
188
:We
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:Angie: I think I would agree with that.
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:I've read something today that's so funny
because as I was doing some personal work
191
:this morning, I actually utilized this.
192
:I didn't come up with it and I've
heard it before, but I heard it years
193
:and years and years ago, and I think
I just needed to hear it again today.
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:So being where you are is hard.
195
:And doing the work for change is hard,
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:but which one will bring you the greater
outcome because it's hard, right?
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:So I feel like being able to display that
for people, becomes like the no brainer.
198
:And I don't need the surgeon
to tell me like, I'm going
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:to do this in your surgery.
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:I'm asleep, dude.
201
:Just do it right.
202
:So I wake up.
203
:I, I need to know that when I wake up,
this is going to be the outcome for me.
204
:So it's really just, I mean, you're
poking fun, you know, me and my visuals,
205
:like they're always here right there
at the top of my mind, top of my mind.
206
:But that's the key because we wouldn't be
able to sell, nobody would be able to sell
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:anything if there wasn't an end result.
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:So for sure.
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:Um,
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:John: want to get.
211
:People clear on what the
outcomes are for them.
212
:What is the desirable outcome for them?
213
:What's the solution to their pain that's
going to be very attractive for them?
214
:I was having a chat with a good coaching
friend of mine just this morning about
215
:that we've both been part of these sort
of big coaching speaking communities, like
216
:in personal development, working, we both
worked for, like you have yourself for big
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:names in personal development, who sell
courses and programs and stuff like that.
218
:And we were wondering about how
many people from those programs are
219
:actually really truly successful.
220
:So and get the results that
those programs offer them.
221
:It's probably a very small percentage
of people, but many of them will buy
222
:the $10, 000 plus programs because of
what they think it can do for them.
223
:But as you say, very often they don't
actually want to do the work to get
224
:them there, or maybe they're buying
into a dream more than a reality that
225
:not, I do think some of the programs
that I've taken in the past wouldn't
226
:create that for you, looking back,
like at the time I didn't know better,
227
:but now I know that they probably
wouldn't have created those outcomes.
228
:And maybe would have
changed my ideas about that.
229
:We do have to have some level of
skepticism, healthy skepticism, when we
230
:are looking at other people's offers as
well, mine, yours, whoever's, we need
231
:to look at, can they, with offering
a result, but can they get us there,
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:what's, what's the credibility to get
us there and is that result realistic?
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:Angie: Well, I think that when we're
endorsing a vision and an outcome, we do
234
:need to make sure that as you mentioned,
and I'm going to just springboard off of
235
:this, we need to make sure that people
also realize that this isn't the magical
236
:bean and if you just take the magic pill
or whatever that you're going to wake up
237
:tomorrow and be an overnight success, like
there has to be an intentionality around.
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:The steps needed to get there.
239
:It's like any other program You
cannot start at the end, but you need
240
:to know what the end is begin with
the end in mind What is the vision?
241
:What is the goal?
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:Whatever you want to call it.
243
:And then make the commitment to you
know Are you willing to do what it's
244
:going to take to get to that point?
245
:And I think a lot of people do peter
off because, it's maybe not what
246
:they expected, it's harder than they
expected and they forget the why.
247
:They just forget hey but, what,
now you're laughing, what now,
248
:John: I know I'm laughing because I'm
afraid I've taken this down a bit of a
249
:rabbit hole and I think we're getting away
from what we want to talk about today.
250
:Which is like bringing people
into our world as coaches.
251
:And I do feel, for myself, I know that
Podcasting has been a big part of that.
252
:I know that people, even just last
week, someone goes out, I've been
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:listening to you on the podcast.
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:Can you help me with this?
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:Great.
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:That sort of stuff can
generate leads for you.
257
:And very often it's going on other
people's podcasts that does a
258
:lot more of that for me as well.
259
:But, even so that I'm very I'm sure
I said this before on the show, but
260
:I'm very, Choosy about the shows
that I go on and that partly because
261
:I really prepare for going on them.
262
:I listen to some of their shows.
263
:I make sure I have value to deliver.
264
:I want some of the stuff that I say
to be really memorable for people.
265
:I want to be such a good guest that
people who listen to that episode are
266
:going to remember me and that the host
is going to want me to probably come
267
:back again sometime in the future.
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:That's my goal with it.
269
:So rather than just spray painting
the whole podcast landscape with
270
:with interviews, all about my life
story and how wonderful I am is like,
271
:nobody really wants to hear that.
272
:Most people don't know
who I am and don't care.
273
:So you give them a reason to I want
to go out there and be an interesting
274
:and exciting guest for people.
275
:That gives getting in front of other
people's audiences always is going to
276
:give you a great bump in credibility
and a great way to connect with new
277
:people who aren't in your world as
much as speaking to large audiences
278
:where people you haven't connected
with before can do that for you too.
279
:Angie: Absolutely.
280
:And yeah, we did make a left turn earlier,
but it's easy to do that sometimes
281
:because there's so many nuances to how we
connect with a potential audience, right?
282
:Or a potential client.
283
:And there are all the ways, all the
things, and the, I think that the rule of
284
:thumb is come out from behind the curtain,
come out from hiding and be prepared,
285
:whether it's going on a podcast or.
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:Creating the videos and all the
things that are going to exemplify
287
:and show who you actually are in
terms of the offering, in terms of
288
:what it is that you actually do.
289
:I think it's really important.
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:I don't know.
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:How many emails do you think you get a
day from people who want to, help you
292
:with your coaching and speaking business?
293
:John: Or, uh, More than I care for.
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:Angie: Yeah.
295
:John: that I can say that they're
either coming in my email.
296
:They're coming into my LinkedIn
Often into my inbox there And
297
:other places as well uninvited.
298
:And yeah I do not appreciate
people spamming me.
299
:I have again, I may have mentioned
this before on the show, but I even got
300
:taught in one program to go out and do
that strategy of going to these Facebook
301
:groups and connecting with people
who are your audience or your ideal
302
:client and message them, direct message
them, friend them, and message them.
303
:And, and all that ever brought
me was aggro from people who
304
:knew exactly what I was doing.
305
:And it's like basically told me not to
be spamming them and stuff like that.
306
:And what one guy should go and
say, you seem like a nice guy.
307
:Why are you doing this?
308
:It's you know what, for
me, it felt really sleazy.
309
:And once I know it has worked for
some people, I think the reason
310
:it didn't work for me is because
it felt so out of integrity for
311
:Angie: right.
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:Yeah.
313
:No.
314
:And I think that's the thing.
315
:I think that there's a lot of people that,
I think in the sales industry in and of
316
:itself, right there, you're taught, I
don't care if it's car sales, I don't care
317
:if it's insurance, real estate or anything
that's like kind of commission based.
318
:The first thing that a mentor will tell
you to do or has told you to do over
319
:the years is, Go after everyone you
know and don't take no for an answer.
320
:Go tell them about our products,
go tell them about what you do.
321
:And I'm not, okay, let me be clear here.
322
:I'm not saying everybody that you
know shouldn't know what you do.
323
:How you do it, though, is the
differentiator between you And the
324
:people that are like, block, block,
blocking you because they just
325
:don't want to hear it or see it.
326
:And I think that that's really a
great other episode that we can
327
:do is actually how to communicate,
328
:John: And that,
329
:Angie: start building a real relationship
330
:John: that would be valuable.
331
:Angie: yeah, I think where people
are coming to you and saying,
332
:You know what, Angie, or you know
what, John, because that has been,
333
:and it took me a minute, right?
334
:I was taught, my background is a million
years ago in sales, and it was bang on the
335
:door, go in the front door, the back door.
336
:Yeah, sometimes you just have to
listen and shift and say, okay, wait,
337
:John: Yeah.
338
:Angie: looking to sell them
something, I'm banging on the doors.
339
:But if I'm looking to build
a relationship, there is
340
:a better way to do that.
341
:I just need to be patient
for those outcomes.
342
:And that's the difference in the mindset
of, go get the sale, go get the sale.
343
:Ah, get away from me.
344
:Stop spraying me with perfume.
345
:John: ask anyone who's ever joined a
multi level marketing business, right?
346
:I
347
:Angie: Oh, geez.
348
:Yes.
349
:John: how to lose friends and alienate
people and family as well for that
350
:matter, because they do tell you
to pretty much go after everybody.
351
:So you're stuck to everybody you know?
352
:Yeah,
353
:Angie: it becomes that really like
you people like will literally.
354
:Run the other way or pick up their
phone and be like, Oh, I want to call.
355
:Sorry.
356
:Like, come on.
357
:Don't be that right.
358
:Be a professional.
359
:I mean, there are times to
I'm going to be really honest.
360
:There's some big names.
361
:I follow and I'm getting four or five six
videos a week and I'm like, okay, come on.
362
:I get it.
363
:I get it.
364
:But I've also stopped listening a
little bit because it's so much.
365
:It's that it's too much.
366
:I'm busy.
367
:I need to make sure.
368
:I think that they could be a
little bit more strategic, but
369
:maybe because they have the names.
370
:You know what?
371
:Who cares?
372
:They don't really care
what Angie thinks anymore.
373
:You know?
374
:John: be honest that there there
are some people who I do probably
375
:get daily emails from who I don't
mind getting daily emails from.
376
:I don't necessarily read them every day,
but I don't mind them being in my inbox.
377
:I've want them there, like one
of them typically is Kennedy from
378
:the email marketing show gives
him a plug, but learning, I'm
379
:learning email marketing from him.
380
:And also one of my favorite coaches
is now his cohost on the podcast.
381
:So, it is really great to be learning from
them and I want to see them in my inbox.
382
:I want to be good at doing what they do.
383
:And I don't mind getting the data emails
from, 'cause it's not the same crap that
384
:Angie: so what's the difference?
385
:And that's my question.
386
:What's the difference between that
and what we're talking about, like in,
387
:what we were talking about earlier on?
388
:John: It's not spammy.
389
:They have a lot of story staff.
390
:And I know that when there's
an offer from them, it's gonna
391
:be a high value offer for their
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:Angie: There it is.
393
:That's the word, the value.
394
:John: serving, they're serving
their community and and
395
:sharing themselves as well.
396
:And this is, I wanted to say earlier
that I do have a perception of that I
397
:think there's been a lot of BS around
authenticity, especially in the coaching
398
:world, that it's almost become meaningless
when somebody says you're being authentic.
399
:And it shouldn't be because it's a really
powerful thing to be truly authentic.
400
:It's about being true to
yourself, to who you really are.
401
:Personal development is about discovering
the authenticity of yourself and who you
402
:really are, who you really want to be.
403
:It's a shame that it's been so
overused, abused, whatever else to
404
:become almost meaningless in the world.
405
:Because when we talk about authenticity,
people think you have to be showing
406
:the world everything of who you are,
you have to air out your personality.
407
:Around your closets and stuff to the
whole world and shake out your skeletons.
408
:And it's really not that
I do feel we always have
409
:Angie: You don't want to say my skeletons.
410
:We can launch an entire house.
411
:We don't want to do that.
412
:And
413
:John: we always have to be
curating the image that we want
414
:to be putting out into the world.
415
:And some people will say that that
doesn't seem very authentic, but it
416
:still has to be authentic to you.
417
:You just want to be very particular
about what aspects of yourself
418
:you are showing to the world.
419
:And, and people say, no, that doesn't seem
very, it doesn't sound very authentic as
420
:we're talking about, but, I think about in
terms of, would you go to a job interview
421
:dressed and acting like you would have for
a night out on the town with your friends,
422
:Angie: Right.
423
:John: show a different, you show a
different version of yourself in that it's
424
:a curated version of yourself, the version
of yourself, you know, you probably should
425
:be showing up as in that environment,
we all have these versions of ourselves.
426
:And they are all to some degree authentic,
even though they can all be different.
427
:We adapt ourselves to different
people in our life, to different
428
:circumstances and situations.
429
:And this is no different.
430
:This is no different.
431
:So we want to have a curated professional
image that we are intentionally projecting
432
:out into the world, but it still
needs to be true to who we are inside.
433
:We're just not necessarily
going to be opening up our
434
:whole world to, to everybody.
435
:We're going to be opening
up elements of our world.
436
:Hopefully some of that is going to
include levels of vulnerability that
437
:lets people in To see our heart, to
see what we, that we really care and
438
:that we are genuine people, but they
don't need to know everything about us.
439
:They don't.
440
:need to know our horrible histories or
whatever else, which we know we all have.
441
:But that, that's just it.
442
:And not everyone is necessarily gonna
agree with that, but this is very much
443
:what I think in terms of we, we talk
about bringing people into our world.
444
:We have to have that kind of, we have to
know who we are professionally that we are
445
:putting out in, into the world as well.
446
:As a brand, as a person,
447
:Angie: Yeah.
448
:And I think I, so I do agree
with you that there has to be
449
:a level of true authenticity.
450
:Nobody wants the actor or actress, but
it is, and it's, so it's, so what you're
451
:saying is essentially, it's really, I'm
not the Angie that's going out on a
452
:Friday or the Angie that's entertaining
with friends and family on a weekend.
453
:It's, there's this other
piece of me and that's great.
454
:I think that where I take that to the next
level is, and this is the feedback that
455
:I've gotten forever, is my relatability.
456
:When I am doing like a video or
I'm even in a coaching session,
457
:I'm being in that moment.
458
:I am creating a rapport intentionally.
459
:I'm speaking to that audience, that
person, that group, whatever and
460
:they know that I'm not full of crap.
461
:They just know.
462
:Because of the way that I'm connecting
with them and again, the way I am
463
:in an email is how I am, even on a
stage, I am still the same person and
464
:there is a continuity there that make
people go, that's just who she is.
465
:I love she's just, I've heard people
say, Oh my God, I love Brene Brown, or I
466
:love Tony Robbins, or I love X, Y, and Z.
467
:And I say, well, what
do you love about them?
468
:Tell me what that is, because
you don't even really know them.
469
:They're showing the best professional side
of themselves, and then they get into what
470
:really is making that connection for them.
471
:And it's, oh, it's the raw, their
ability to, to speak in a way that
472
:is just real and it's not full
of frou frou and whatever it is.
473
:I've heard so many different
variations of things.
474
:But what it really has boiled
down to is that they really
475
:feel like they know the person.
476
:They do.
477
:They believe that they're so connected
that they actually believe they
478
:know the person to some degree.
479
:And again, is that really true?
480
:Well, I guess to some degree they
know them as this person, but not
481
:John: you know, a version of
482
:Angie: person.
483
:John: where, yeah, we, we know from
our speaking experience and whatever
484
:else that there is a performance
element that comes into this.
485
:And that's partly what
I'm talking about as well.
486
:There is a level of performance, a
level of acting, but you know, even
487
:that can throw people off here.
488
:It's like, if we're acting,
are we just pretending?
489
:And it's no, it's not really like that
because if you look at all the best
490
:actors They generally make characters
and parts their own, they bring their
491
:own authenticity into the roles that
they play and that usually is what
492
:makes them so amazing and they're not
throwing aside who they are as a person
493
:to take on a role they're not doing an
impression, they're bringing themselves
494
:fully into that role and experience,
so that's what I'm talking about.
495
:That's why I say that it's dangerous
to talk a little bit about this or
496
:curated image that we put out there
because I'm not suggesting for a moment.
497
:That we want to try and come across as
perfect or elevated, or, we actually want
498
:to help ourselves get onto the same level
as our avatar, as our audience that we
499
:want to be reaching out to, we want to be
able to connect with them on their level.
500
:So, if we are elevating ourselves to above
them, it's going to be harder to do that
501
:and harder to create that relationship.
502
:We maybe want to make clear that
we might have more experience or
503
:knowledge that they don't have that
it's going to be very helpful for them.
504
:But one of the biggest things that
connected an audience to me and one of
505
:my speaking gigs in the past was, Talking
about my experience of really screwing
506
:up my business first time out the gate
and all the mess ups I made and and
507
:people really identified with that story.
508
:And sometimes we do need to share our
mistakes, our mess ups, not really
509
:whilst we're in them, hopefully, but
you know, when we've got some distance
510
:between them, it's good to share
those and to show I'm not perfect.
511
:I didn't have all the answers.
512
:I didn't have a clue what I
was doing when I started out in
513
:business and it's taken a long time.
514
:But but people need to hear that.
515
:Angie: Yes, and I agree.
516
:I think that creating that
reliability piece is the key, right?
517
:Showing that there's an outcome
and how we communicate that,
518
:and I do it to your point.
519
:I just want to say this, right?
520
:We really need to be on the
other side of that growth spurt.
521
:that we had or that challenge
in order to be viable.
522
:Nobody really, wants to be like in
the misery loves company space, right?
523
:Because you are essentially offering hope.
524
:Like, Hey, I was here.
525
:I did this.
526
:I get it.
527
:That's how we get people.
528
:We go, yes, I get it.
529
:I understand.
530
:And this is how it can
change or, whatever that is.
531
:But.
532
:But I think it's just no matter
how you're communicating with them.
533
:It's the way in which you're communicating
with them is the real way to start getting
534
:people to seek you out and shift that.
535
:I honestly, anybody who works for
themselves, anybody, especially
536
:in the coaching, consulting,
speaking in that industry
537
:John: It's a
538
:Angie: you need to keep that.
539
:John: you alluded to this earlier that
we are often inundated with people trying
540
:to spammy sellers, all sorts of things.
541
:And some of them may be good.
542
:Some of them may be not, but who knows?
543
:We don't have any relationship with these
people who are just invading our inboxes.
544
:And that's why I will always delete
them and never respond to them.
545
:Like, please respond, please
respond and subscribe if you
546
:don't want to hear from us.
547
:No, you're just going into the spam
because that's what you're doing.
548
:It's but because we, I think a lot in
sales and marketing or what we encounter
549
:or what we remember is the negative stuff.
550
:I think very often when we start doing
it for ourselves, we think that's how
551
:it's supposed to be done because that's
what we encounter far more or we pay
552
:attention to far more than the people
who are doing a really good job of that.
553
:And I think that's a big danger zone.
554
:But here's where I want to lead
that to for you, Angie, how many
555
:of your coaching clients come to
you by referral or recommendation?
556
:Angie: Oh, I would say by
now it's more than 50%.
557
:Maybe 60 or more.
558
:Is by referral, but with that being said I
still haven't stopped the outreach, right?
559
:I still look to keep the pipeline full.
560
:And that 40 percent number is still
a good number and, I do the rule of
561
:twos, which I learned back in like the
okay, I learned it in the seventies,
562
:but I didn't know I was learning
anything cause I was like a kid.
563
:I was a young kid, but . It's taking
one and getting two more, right?
564
:If I get a coaching
client, I get two more.
565
:If I get a workshop, I ask for two more.
566
:So that's why it's how I've, how I'm
even asking for the referral, right?
567
:So I don't come off as, that's the
only reason she wanted to talk to us
568
:is because she wanted more from us.
569
:No, again, remember what I
said at the very beginning.
570
:It's how.
571
:You're asking for the business you
are, and you're asking and how you're
572
:essentially selling it because you
are, but doing it in such a way where
573
:people are like falling over themselves
to give you more work or refer you
574
:to other people because yeah, I think
that it's a pretty big number by now,
575
:and it's because of the way that I do
business and it is the way I communicate.
576
:It's not just.
577
:Oh, I'm a great coach.
578
:I'm a great speaker.
579
:It's how I'm communicating with
people and how I've trained myself
580
:to ask for more business, how
I've trained people to refer me.
581
:John: Uh, and I do think.
582
:We certainly need to have the outreach,
especially when, if you're in a position
583
:of just getting started, it's essential
that you have that and you have a plan.
584
:Ads will probably help
you social media presence.
585
:I think it's harder to compete in that
world, but it probably will help you.
586
:I think you need to find the
things that feel most effective
587
:and authentic for you as well.
588
:In person networking can
probably really, really help you.
589
:As a coach, how many clients do
you really need to fill your books?
590
:You should probably have that figured out.
591
:And we probably mentioned it before in
an episode, but you should know how many
592
:clients you really need and what you
need to be charging them in order to
593
:put food on the table and keep the roof
over your head, so then if that can be
594
:achieved with in person networking and
things like that, then, and that's your
595
:preferred way of doing it, then that
probably is a far better way for you
596
:to be spending your time and resources.
597
:To bring in clients and then once people
are in your world, you moving into
598
:being able to set up referral systems
now, no, we should think to, to some
599
:degree, being good at what you do is
a great way to be a referable yes.
600
:And as you say, asking for the
referrals the right way is also a
601
:great way because In my experience,
you generally do have to ask for them.
602
:There are some people but I think there
are few and far between who will say, Oh,
603
:I know these people that they've prepared
for you, they will do the referrals.
604
:They're natural referrers.
605
:They're the people who
are natural promoters.
606
:They want to have, they want
to share you with other people,
607
:Angie: Right.
608
:They're natural networkers.
609
:John: Yeah, but those are not going to be
every client or customer that you have.
610
:So you do need to go about asking in
the right way for those referrals and
611
:recommendations for people and approaching
those in the right way as well.
612
:It's not just to sell.
613
:It's like, you want to be specific about
614
:Angie: Mm hmm.
615
:John: going to be offering and how you can
potentially be helping them make sure you
616
:have your testimonials, your credibility,
but I would say more than anything else,
617
:make sure you believe in this yourself.
618
:Because if you don't, you're always,
you're just going to feel like
619
:a fake out there in the world.
620
:Hoping that something's going to stick
or that people aren't going to, aren't
621
:going to uncover your secret and the old
imposter syndrome that's going to kick in.
622
:It's like your beliefs about what
you can do and offer to people
623
:are really, really important.
624
:Like if you know you're the shit and
you can really help people and make a
625
:difference for them, that's really going
to help you to stay motivated or in
626
:getting out there and talking to people.
627
:An offering to help them and serve them.
628
:Do you,
629
:Angie: Yeah.
630
:Sometimes less is more in terms of, How
to communicate certain things, I think,
631
:but again, I think we have the makings
of a really another great episode that
632
:we can create that gets into some of the
how to's and the best practices of that,
633
:because that's a space where, I see people
spending tons of resources, time, energy,
634
:financial, and getting such little return
on investment because, They're doing what
635
:they think they're supposed to be doing,
and they're not considering their own
636
:specific product, audience, services,
whatever in the communication process.
637
:John: Okay.
638
:Let's wrap up but I think we've covered
some valuable and important stuff.
639
:We maybe had a bit of a
deep dive here as well.
640
:And We'd love to know your thoughts.
641
:Do you have thoughts?
642
:Do you have questions?
643
:Do you have things you want to know
or challenges that you're facing in
644
:your coaching business or growing
your coaching business or getting
645
:clients for yourself that you
want to ask questions to us about?
646
:Well, you can leave us
a voicemail for free.
647
:Go to speakpipe.
648
:com forward slash at the coaching clinic
podcast, that's speakpipe dot com forward
649
:slash the coaching clinic podcast.
650
:You can leave us your voicemail there.
651
:And if we like it we might just
feature you on the show, but I
652
:think we're going to wrap things
up there for this week, Angie, Been
653
:a wonderful conversation as ever,
654
:Angie: it has.
655
:John: back next time
656
:Angie: hey, can I give
them a little spoiler that
657
:John: Go on.
658
:Angie: and I have something in
the, we have something in the works
659
:John: We do
660
:Angie: we are, we're
gonna have a big surprise.
661
:So just stay tuned.
662
:We're not.
663
:Nothing's coming up next time, but
do, we are working on something
664
:really amazing and just wanted
to put that out there for you.
665
:Bye
666
:John: planting the seeds.
667
:Yes, it is going to be exciting.
668
:We will be doing prior to announcements.
669
:So do stay tuned to the show for those
as this comes closer to bearing fruit
670
:into reality, we will keep you posted,
but you will hear it first on this show.
671
:So do make sure you are tuning in every
Wednesday for your latest episodes.
672
:That's it from me and Angie.
673
:We'll wish you a fantastic week
and lots of coaching successes.
674
:And we'll see you again next time.
675
:Angie: bye.