How To Find Clients For Your Coaching Business

Is your current client list lacking actual clients?

If so, it’s probably because you’re trying to work with anyone and everyone. As a coach, that’s part of your nature—finding ways to help all people with the knowledge that you have.

The problem with that is not everyone is the perfect client for you.

Sure you might be able to help someone lose a few pounds or pursue a personal goal, but the more time you spend trying to appeal to everyone, the less time is spent honing in your coaching business and building a client list you can lean on and grow with.  

Here’s the reality—not everyone is the ideal candidate for your business, but knowing what people fit the ideal mold will allow you to position and present your coaching brand better to those individuals. 

If you’ve been struggling to stack your client list with legit leads, stop what you are doing and keep those eyes moving down the page. We’re about to drop some advice for finding more qualified clients for your coaching business. 

How To Identify Your Ideal Client 

The more you know about your ideal client—their needs, wants, and desires—the easier it is to market to them, right? By marketing to those needs, the better chances are they turn into a paying participant of your program.

If you don’t know how to find your ideal client, here are three things you can do to start narrowing down your scope…

1. Collect info on your current clients.

Figuring out who your program appeals to doesn’t have to be a stab in the dark. Take a close look at the people you’re already working with!

Exclude the clients who haven’t been a great fit, and find the similar characteristics of the rest. What’s their age, gender, industry, and location? Do they all have similar goals or did they become clients for similar reasons? You’ll start to get a feel for who your prime candidates are by looking for these similarities.

Consider creating a list that you can build out that helps you recognize this “ideal candidate” and use it as you create future content and talk to new potential participants.  

2. Stay specific.  

When it comes to identifying your ideal client, broad isn’t better.

Lots of coaches claim that their services “benefit everybody”, but this is the exact place that those tactics fall flat. If your services are so generic they’d fit everybody, they won’t strongly capture the attention of anyone!

Stick with a specific and niche audience rather than a broad and generic one, and become a magnetic source to the people who need you the most. Don’t worry, there’s tons of them out there. 

3. Leverage what you’ve learned.

You may have noticed that you have a variety of clients who fall out of your “ideal” client profile, and that’s ok! Not everyone you work with is going to be the perfect fit, but evaluating who you’ve worked with, and what you’ve learned from them will help you position your services better as you move forward.

If you’re still feeling overwhelmed by all the coaching competition out there today, may I suggest checking out this piece on how you can cut through the noise and find your own lane to dominate in the coaching industry. 

Where To Find Qualified Clients 

Finding qualified clients is easier than it sounds. Too often, coaches get caught up in the intimidation factor of finding the proper people, instead of simply pursuing.

Here are four ways you can start pursuing the perfect client today… 

1. Look local.

Before you set out on a long-distance search for new clients, see who’s under your nose first. There are probably plenty of qualified clients in your local networks, whether they’re physically local and living in your city or digitally local, within your social media groups, forums, or online communities.

Rather than starting a far-off escapade for new clients, start your search for qualified clients within your networks. You’ll be surprised at how many people are there and you never even knew it. 

2. Consult with current clients.

Once you’ve covered your local network, you can extend your search by checking in with the clients you’re currently serving. Use your clients as a network—who knows, maybe they have a friend just like them who wants to join your program. 

Remember, don’t be pushy with your clients, but rather, provide an incentive that encourages them to tell others about your programs.

This is where a referral program can be the ultimate tool for new clientele. It gives your clients a reason to recommend you and get rewarded for it at the same time!

3. Do some deep digging.

Searching through your local network and creating a referral program will lengthen your potential qualified client list, but if you want to extend it further, doing some deep research can get you there.

To start, comb through competitor’s follower lists, digital forums, and YouTube video comments.

Look for people who are asking questions or posing problems and getting no response. These open leads aren’t getting picked up by your competitor, and could be perfect for your program. 

For example, if you primarily work in nutrition, you may find potential clients reaching out to fitness coaches or brands asking detailed diet questions. These potential clients might get dismissed by your fellow coach since they’re focusing on their own target market. You, on the other hand, can connect with these people by reaching out, answering their diet questions, and offering to help them as an expert coach. 

4. Get clues from other coaches.

Make sure you’re digging in the right places by asking other coaches you know where they’ve found their clients. Most of the time, fellow coaches will be helpful in assisting you toward landing those clients, as long as your services don’t directly compete with theirs.

While digging for new clients, be considerate of other coaches and play the game with sportsmanship—there’s plenty of clients to go around!

How To Connect With New Prospective Clients 

Now that you have the recipe for spotting qualified clients, how do you connect with them?

With these three steps, you’ll be able to bridge the gap and start nailing down deals… 

1. Create compelling content.

If you want to connect with current and potential clients, commit to pumping out great content on topics that matter to them.

Answer the questions and address the issues that this group of people have in blogs, emails, and social media. Establish yourself as the coach that delivers solutions that work, and back it up through your content and social proof.

If it’s hard for you to keep that client at the forefront of your mind, put a sticky note on your computer or desk that says, “If I were *potential client’s name,* and in their shoes, would this really help me? 

This new list of qualified clients all have health goals and roadblocks that you can help them with. If some are looking for a solution you can’t provide, they’re not the right fit for you, so scratch them off the list and focus on those clients you can serve day-in and day-out.

2. Share your content with the world.

Start by sharing your content on your native channels, like your blog, newsletter, Facebook, Instagram, YouTube, and LinkedIn.

Treat that content like a full-stack sales team—speak to the problem, deliver the solution, and show potential buyers what they gain from doing so.

Next, you can land more leads by letting your content extend to digital groups beyond your native channels. If you’ve found potential clients in other digital groups, consider posting your content to those groups to attract clients.

Identify their questions and answer them right there. Include a link to your site, create a catchy lead magnet, or direct them to a social media group so that you can funnel them closer to paying clients. 

3. Collaborate with others. 

Sharing great content goes a long way in the coaching world. The more you are willing to share with other coaches, clients, even publications, the more chances you have at finding and connecting with new clients.

Find the right coaches who complement your business and seek out opportunities to collab and connect with each other’s audiences.

Go the extra mile and do the work to find those major, untouched topics that you can dominate. Then, reach out to publications that fit your niche or topic and see if they’ll publish one of your articles.

The more you get great content out there into the world, via your own channels or someone else’s, the more potential clients will start to see you as the health expert they need to hire.

What It Takes To Turn Leads Into Clients 

You have the process for finding clients, and the recipe for attracting them, now it’s time to convert them into cold hard cash.

Here are the three essentials to sealing the deal with a new client…

1. Consistency

If you want clients to commit to your program, you need to commit to them first. Deliver great content consistently, and over time, those who’ve seen your content will associate you with the service you provide. When they want to get in shape this summer, you’ll be the voice they go to for help. 

The best content is the kind that constantly solves problems or entertains a specific group of people. I like to tell every coach, become great at solving your people’s problems.

Most likely, they’re very public about their questions and problems on social media or online groups and forums. Tap into this wellspring of content ideas and consistently answer the questions your people are asking.

Content that answers real questions, feels genuine, and offers actionable solutions will snatch clients faster than kettlebells in a CrossFit gym.

Stay consistent. Be real. Skip the old-school telemarketer style of sales and think irresistible Tik-Tok instead.

2. Results

At the end of the day, people want to work with a coach who helps them achieve their goals—it’s as simple as that.

Show them you can and will be the coach that delivers those results!

Testimonials and referrals are a coach’s biggest brag when it comes to convincing clients they’re the coach for them. By using your history, courtesy of a client testimonial or referral, these new leads will see proof that you’ve been there and done it before. 

3. Participation

Perfect clients don’t come knocking on your door. Your business won’t run long if you find the ideal client and then sit still waiting for the next one to roll around.

Instead, be proactive. Learn more and more about your ideal clients so that you can provide a better service to them at every stage of your relationship.

Doing your research and studying up on current and potential clients will help you keep current clients and catch future ones. Additionally, it will also help you hone your services and make them more appealing to your market.

The more involved you are in researching what your current and potential clients want and need, the better you understand whether your services align with what people are willing to pay for. If you need to make adjustments to make your services more marketable in the future, you’ll know exactly what changes will boost your sales.

Set Up A Smart System That Collects Clients For You

Identifying, connecting, and converting ideal clients is all part of the coaching game. We all know it takes hustle to hang in this industry, and finding clients is part of the process. Run back through the steps above, tailor them to your business, and start taking notes of who your people are today, so you can better serve them tomorrow.

Are you ready to switch your coaching business from manual to automatic? Take six seconds and schedule a demo with the SPRNG team to see how having your own app will turn your business into a self-sustaining, coaching machine.

If you’re more interested in weekly tips on building a profitable coaching business, join our insider’s group on the SPRNG Training newsletter today. 

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