Why Do I Need To Know My Potential Client's Job Title?
In this insightful episode, Sarah Short tackles one of the most common objections from coaches: the resistance to identifying potential clients by job title. Sarah explains the critical difference between coaching delivery (where the focus is on the person) and marketing a coaching business (where specificity is essential).
Key Points:
Coaching vs. Client Acquisition: These require completely different skill sets. Most coaches are trained in delivery skills but not in effective marketing.The Importance of Job Titles: Without specific job titles, coaches cannot proactively find their audience on platforms like LinkedIn. Vague descriptions like "I work with people who feel stuck" are ineffective for marketing.Precision in Marketing: Knowing your potential client's industry, sector, and job title allows you to create targeted content that reaches the right people intentionally rather than by chance.The "Coaching is About the Person" Fallacy: While coaching delivery focuses on the individual, building a business requires identifying who you're trying to reach.Real-World Success: Sarah shares examples from The Coaching Revolution mentors who all have tightly defined target audiences, including Helen Clare who focuses specifically on menopause coaching for school leaders.Overcoming Fear of Narrowing: Choosing a job title doesn't limit opportunities—it helps your message reach the right people. "Brilliance is irrelevant if no one knows you exist."Sarah concludes that knowing your audience's job title isn't just about finding them—it's about creating a gateway that allows your marketing message to connect on a human level with the specific people who need your services.
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The Business Of Coaching
To be a coach, one must have clients. To have a coaching business, those clients must be ones who pay.
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