Converting curious clickers into coaching clients

How do you unravel the mystery behind those ‘buy now’ buyers, and learn to turn their interest into an investment?

It’s about understanding their mindset. Whether they’re an individual or an organisation, you first need to understand their awareness journey.

This understanding is a crucial part of the buyer’s journey, and that journey has several stages.

Stage 1: Unaware

Your potential client is totally oblivious about their own problems and pains, and they have no idea how you can help them.

It’s like when I was an employee, going to work and coming home, day after day. I wasn’t really happy, but I didn’t question it. I just thought that was how life was.

Sadly, a lot of people live their life like that, on autopilot, completely unaware that there might be an option to live a happier life.

When people recognise things aren’t great, they become ‘problem aware’.

Stage 2: Problem aware

At this stage, they might recognise their issue. They might feel seriously unhappy at work but have no clue what to do about it, and have no idea that there are solutions out there.

I remember, when I was unhappy in my job, I didn’t know anything about career coaching. We’re immersed in that world, and it can feel like the whole world is full of coaches and it’s all we see.

But there are so many people out there who know nothing about it because they haven’t got the same newsfeed as we have on social media.

At this ‘problem aware’ stage they are starting to realise they’re unhappy and it’s here where our empathy is key.

If we can speak to their problems, fears and desires and become a relatable figure, they will start moving along to the next step, which is ‘solution aware’.

Stage 3: Solution aware

They now know solutions exist. They might have seen your post saying, “Come and work with me, I can help you be happier in your career”, for example, but they might not know which option is right for them.

Maybe they’re considering getting a CV writer or maybe they’re looking on job boards for the same sort of job that they’ve always had. This is where your expert guidance comes in. You can showcase the viability of your approach without the hard sell.

Once they have moved through that solution aware phase, they move on to ‘product aware’.

Stage 4: Product aware

Now they understand that you have a viable solution to their problem, it’s at this point that your message should zero in on why your coaching is the ticket to their transformation.

Your buyer is going through a psychological journey when they buy anything.

I’m currently running a 30 day launch plan, which takes people through all of these phases from unaware, problem aware, solution aware, to product aware.

My 30 day offer to market programme covers all of these steps systematically, so you really get to see what effective marketing looks like and how you can take the person who’s vaguely thinking about buying your offer, to answering all their questions, allaying all their fears about doing so, then actually purchasing.

Zoning in on those buy now buyers needs stronger calls to action, and it needs content that really clarifies their thoughts and eliminates their excuses for not taking action. And, it needs testimonials to showcase that your solution works.


Crafting an irresistible message

Crafting an irresistible message that converts requires a blend of emotion, logic and a dash of urgency.

Weaving in stories that your ideal clients can see themselves in.

Pinpointing the transformation that you can guide them through and combining it with data-backed results and social proof to cover that logical aspect.

We all buy differently. Many people are detail driven, but a lot of us buy on emotion, backed up with logic.

So, emotional posts are really good, rather than a direct ‘buy my offer’ message, although of course it’s important that you’re clear about what you’re actually selling.

The winning formula is emotional resonance plus logical assurance. 

You also need timely urgency to get high conversion, so those limited time offers or bonuses that inject a sense of urgency can really help as well.

Don’t think that social media is the answer to all of your problems because probably 60 to 70% of my current clients are selling to organisations – social media isn’t always the best option to reach those people.

Yes, it might form part of your strategy, but it isn’t something that you can rely on to bring in those contracts. So, how do you navigate that organisational maze?

Building relationships

You start by creating relationships, not just with the decision makers but also with influencers at other levels. The top boss of the organisation is not always the best person to talk to.

I once pitched an offer to a Chief Executive because I had access to him and I thought that that would be the best way to go. But he just ignored my proposal for ages because it wasn’t his department and, even though he should have been interested in the training and development of his staff, it just wasn’t high on his agenda.

Eventually, I spoke to someone lower down in the food chain who got the project signed off within a week!

So, sometimes, it’s not always good to start at the top, thinking that’s where you’ll get your result. Sometimes it’s about influencing all sorts of people within that same organisation.

When you are selling to organisations it really helps if you are industry specific. You’ll then know what networking events to go to, what webinars to show up at and so on. You can include all of that presence and visibility into your working day.

You will also need to tailor your solutions if you are selling to organisations.

Knowing your offer inside out can sometimes be a hindrance, because what can happen is you switch off from really actively listening to what they actually want, as you are so busy thinking about what you want to sell them.

I’ve made this mistake myself. I was so excited to sell an all-round wellbeing package to an organisation, visualising videos on mindset and a section on exercise and so on, I had the whole solution mapped out in my head and thought it would be a dream for people to benefit from.

But the organisation wasn’t on the same page as me. They weren’t interested in all-round wellness, they were concentrating on their ‘must have now’ priorities.

I managed to go through someone else in the same organisation and solve a different problem to the one that I was trying to sell.

So, it’s really about listening to what your potential clients want, and developing bespoke programmes to address those specific organisational pain points.

Case studies and testimonials can really help in these situations and focusing on those tangible results, even more than we do in our normal marketing, is really useful for organisations.

Leveraging educational selling

Most organisations love insights.

Something I focus on a lot when I’m working with my clients is how they can generate influence in their industry.

They need to become that go-to expert by providing content that speaks directly to their clients’ pain points and potential gains, and by sharing what other people in their industry are doing.

Organisations are interested in this because they want to be the key person of influence in their own industry, highlighting industry trends.

You can position yourself as a thought leader, ensuring that they turn to you when they are seeking solutions.

Utilising a multi-touch approach

I recently asked one of my new clients how did you find me? And she said she couldn’t actually remember, it was just that everywhere she looked there I was! I loved hearing that because being omnipresent is what we’re aiming for.

Maybe your potential clients are seeing you on Instagram, on LinkedIn, maybe they’re receiving your emails, or listening to your podcast. You’re in their orbit.

Having high visibility, with strong content, reassures them that you’re credible and reliable, that you know what you’re talking about and it could be worth their while signing up to what you’re offering.

This multi-touch approach is really effective, whether you are selling to corporates or to individuals.

You can use email campaigns to guide people through the awareness stages we’ve outlined, taking them from awareness to consideration, providing insights and gradually introducing your offerings.

I provide details of exactly how to do this, including templates and exactly how to do the tech for your mailing list, in my programme, The Business of Coaching.

One under-utilised method of communication is physical mail – actually posting something to someone. Because so few people use it, it can be a great way to make you stand out.

A coach I know sends a small gift out to potential clients, as a gesture acknowledging that they are in their world. It enables you to connect to people with other senses, like touch and scent. It’s memorable and it stands out!

Establishing strategic partnerships 

This is another powerful tool. You might know someone in an organisation who knows someone in that organisation who is maybe delivering training or workshops, but doesn’t have a coaching arm.

Or, your contact in an organisation may be an accountant or another contractor your ideal client may be connected to. Think about ways you could build relationships with them.

Peeling through the layers of connection is an intricate dance yet, with precision, value and strategic movements, you can navigate through the maze and gain those clients.

Whenever you’re ready, there are 3 ways I can help you grow your coaching business:

1. Love coaching, but struggling to get clients? Download the 12 Quick and Easy Ways to Get Clients now.

2. Want to learn from valuable insights and actionable advice so you succeed in the coaching arena? Listen to my podcast Women in the Coaching Arena here.

3. Interested to know more about the Business of Coaching programme? Click here.




to the blog

Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.