Specialization IS ‘Profitization’

Specialization IS ‘Profitization’:

“I want to help everyone.”  “Everyone needs me.”  “I can help everyone equally.”

Not true. Not fair to your client. And poverty inducing for you.  This may sound   harsh, but it It makes sense that no one is good at everything. A laser beam has more power because of its focus.  The more narrow your focus is, the greater your impact can be.  This also applies to coaching, in the form of niche coaching.

I love coaches.  I love their spirit, their compassionate hearts, their desire to serve.  It frustrates me that most coaches don’t have the affluence to have the compassionate influence that they seek.  So how do we get YOU the coach into more affluence?  We need to integrate some business basics into our coaching paradigm.  Traditionally coaches are great at wanting to assist people, and often don’t realize that as coaches we all, need additional business skills.

Even if we have worked in businesses before, niche coaching introduces a new concept; you ARE the product. In niche coaching your journey, your experience, your wisdom are actually the products, and your services are the representation of those products.  Since they can’t take you home, they will take your service home instead. Specialization via niche coaching allows us to have a greater degree of influence. More affluence means that you have the ability to consistently create a bigger impact.  Creating a bigger impact means that your clients get their results sooner, and you grow your expert person int he process.

How do we create a bigger impact? It’s simple. Specialize. Get so focused on your ideal client that you could spot them in a crowded room.

Everything Means Nothing:

Business Truth: confused minds can’t sell and confused minds won’t buy.  The axiom when we work within the Expert Model™, is that niche coaching is actually more authentic, creates more awareness for the client, and is more serviceable both for the coach and for our clients.  It’s often simpler, and more fun too.  You have taken an authentic journey to get from where you were, to where you are now.  Your life counts.  Your journey created some real life wisdom.  Wisdom is authentic and permeates our energy field, allowing for deeper connections, and real insights.

Most of us dismiss our own journeys as having little value.  As a thought leader in the human potential movement, this confuses me.  even universities give credit for life experience. When we train coaches within the Expert Model™ I have consistently found that a byproduct of exploring our the depth of our own journeys, and authentic truths, is a greater sense of self-love, confidence and a willingness to authentically share with others.  The coach develops an appreciation for our own often hard-won wisdom.

Target Population:

Niche coaching also allows us to easily find our target populations, or t-pop, because your ideal client will be an earlier version of YOU. They will reflect the you that you were, before you accumulated all of these tools and all of this wisdom.  Your ideal client will be within a ten year age range, at a specific socio-economic status, usually be a specific gender, and have very similar “pain points”, or glass ceilings, in their lives.

Understanding pain points is important because marketing for niche coaching vs traditional coaches is very different.  In niche coaching your website, your business card, and your program names will all speak to solving the pain points of your ideal client.  I’ll give you an example from my target population:

Are you leading your community, personally or professionally, and tired all the time?

Is work-life balance a myth?

Are frustrated with empowering everyone else, but you?

Do you secretly want to quit, or wonder if it’s all worth it?

Do you want to empower others or change the world, but it’s overwhelming?

… Then come explore Goddess Coaching, and Unleash Your Inner Goddess™

Nailing the Pain Points:

The above statements will speak to a very specific woman.  The pain points you use in your marketing should allow people to self-sort themselves into or out of your niche coaching.  I love to include a short webinar (under 10 minutes) or a free pdf “Five Things to Empower Your Inner Goddess”, to further allow this self-selection to happen.  Niche coaching is also more fun in my opinion, because you are not selling to clients, you are sorting ideal clients.  Coaches hate selling and this allows or a different perspective when you are assessing new clients.  There are only so many viable hours in a week, and part of making a bigger impact is working with the clients that truly resonate with you.

One of the biggest questions I am asked is how to go about nailing these pain points so that you can be precise in your marketing?  Interview clients.  I like to give my new coaches the task of going to a Tim Horton’s with two fliers and asking random people which flyer they prefer.  This gives you an amazing opportunity to dialogue with clients without any stigma of selling.

If they are target clients, invite them to an introductory evening, complimentary of course, and worth _____ dollars (Never use the word free because it translates to worthless in our linguistics!)  where you can chat about the solutions to some of these pain points.  The point of the evening is to generate curiosity, excitement, and inspire them to take action for themselves…with you and your coaching programs providing their solutions, of course. Niche coaching allows this to happen authentically.

Additional Training:

Niche coaching also gives us a filter for which business skills we need to add to our tool belt.

I am often asked if additional training is required for niche coaching and the answer is, that it truly depends on your specialization, and having said that, the answer is often, yes.  If you have a specialty like PTSD, then yes, you would require specialized training, like a Mastery course in Neuro Linguistic Programming (NLP), that included Time Line Therapy® and Hypnosis.  While it is possible to get around needing additional skills by affiliating with others in inter-dependence who have specialty skills, it is good advice to suggest that the coach obtains these skills themselves.  This allows the coach more control over their business development, and over the creation of specialty coaching packages that are designed to meet the unique needs of their target population.

Niche coaching may require a little more imagination in the beginning, but it is a very lucrative approach to increasing your impact, exponentially.  I always recommend that you speak to a niche coach who is already highly successful in your area of specialization and get some mentorship tips. After-all inter-dependence is always the fastest way to break the glass ceiling.

Niche coaching also lends itself to packages; short, mid-term, and long term work, as well as individual and group work.  Niche coaching will allow the coach to explore the greatest range of options, with the biggest output options available in coaching today.

Thank you for taking your time to read this article.  We hope you found it informative and prompting to begin your TRANSFORMATIVE journey.  Please choose one or more of our offers below, as our gift to you.

Changing Your Mind – The Impact of Coaching on the Brain & the Body

Changing Your Mind: The Impact of Coaching on the Brain & the Body

September 2018

“I don’t see how coaching is going to help me at all” whined my lovely, yet analytical friend.  “It’s not like it changes my brain or anything”, she continued.  I posed two of those famously open-ended questions we are so known for as coaches; “What might happen if it did? And how do you know that it doesn’t?”  She surrendered with a laugh and said, “OK. Who should I go see?”

We all know that our personality and the behaviors we produce are linked, but to what degree? It’s the age old argument of nature vs. nurture with a dose of the chicken and the egg quandary thrown in.  Some of our personality traits we are born with, and others are shaped by our environment and our experiences.  We adopt, abandon or transform our behavior as a result of learning and growing.

The physiology of the brain and our growing understanding of the fields of neurobiology, psycho neurobiology, and brain plasticity are essential components of understanding our humanity.  Neurobiology can help predict types of personalities and certain physiological disorders, and might even be able to tell us which types of coaching we will be most effective with.

As one of the American Board of Neuro Linguistic Programming (ABNLP) Master Trainers, part of my job is to continue to stay plugged in to new research and contribute to an alive field better known as NLP/Results Based Coaching.  For years people have been debating over the grey area between the mind, the purview of NLP and coaching, and the brain, the physiological organ and the organic structures that support it.  What brain plasticity and growing research teaches us is that the two components of mind and brain are linked.

Wikkepedia’s definition of brain plasticity states that “…brain activity associated with a given function can be transferred to a different location, the proportion of grey matter can change, and synapses may strengthen or weaken over time.”   This is more than ‘use it or lose it’.  The way our behavior and brain are inter-related is best known through the NLP and psychology axiom that “neurons that fire together, wire together.”  New functionality occurs at any stage of our lives, as long as we are actioning new behavior.  One of the ground breaking books in the field of brain plasticity was written by Dr. Norman Doidge in 2007; The Brain that Changes Itself.  I would highly recommend it to all coaches.

Brain plasticity has found that our brain changes throughout our lives, forming new connections between brain cells. Brain plasticity is supported when a client takes action, especially new and sustained action.  This is where coaches come into play.

Coaching is a key tool for anyone who is seeking to engage with new behaviors.  As a trainer of coaches, the challenge that I am approached with by both new and established coaches, is how to get a client to deep change, rather than surface change.  While it is possible to create deep change via cognitive processes and cognitive coaching, science tells us that it is harder, requires more effort and just takes longer than working with a combination of both cognitive and unconscious mind tools.  This is because deep change requires engaging with the aspect of the mind that controls behavior, change and learning; the unconscious mind.

Over the years I have trained thousands of coaches and consistently we find that the most effective coaches have the best of both worlds; some form of cognitive coaching combined with the unconscious coaching tools, templates and processes.  Historically NLP Coaching was the first field to use the coaching processes and unconscious processes in an integrative fashion.  Having the ability to engage the unconscious mind as a ‘co-coach’, without resistance, allows the client to engage with new behaviors up to ten times faster than cognitive processes alone allow.  The unconscious mind can address resistances and blocks (symptoms) from the position of patterning and root cause.  Clients get to their results up to ten times faster, and coaches avoid dealing with resistance.  It’s a win-win.

There are additional benefits to adding the unconscious coaching tools into the mix; bonus behaviors! Since our challenges often present themselves as patterns in our lives, successful coaching leads to many other behaviors that seem to ‘spontaneously’ occur that support the client’s goals and outcomes.

Transforming the nconscious patterns in our lives, can assist us not only in the initial transformation of a behavior, but also, over time, impact the physiological structures that run those same behaviors.  It seems that the more we take action and do, the more the physiological structures of the brain change to support that doing.

Another great book for coaches is The Four Ways to Click by Dr. Amy Banks, published in 2015.  I had the privilege of meeting Dr. Amy Banks, head of research at Harvard Psychiatry during a conference a couple of years ago.  Dr. Banks had found the four main physiological structures, or “ways to click” of the brain and how they impact behavior and relationships. Dr. Banks was looking for the coaching mechanisms and the supporting behaviors that would assist people in changing their brains.  As an NLP Master Trainer, we had the behaviors and patterns, but couldn’t prove the physiological structures. Voila! A match made in heaven.

Let’s take a look of how we can approach the ‘wire together-fire together’ phenomenon as coaches. The first awareness that we can bring to a client is a thematic filter.  Let’s use an example of not being heard, which impacts both relationship and business coaching.  We can ask questions that explore when the first time they remember that phenomena happening, and how else this theme has proved challenging for them.  Addressing behavior from a patterning perspective is helpful for coaches as it creates great awareness for the client and gives the coach more data to work with as we move forward together with our clients..

Awareness of the root of the behavior and re-patterning that behavior from the root, outwards to a new behavior, creates success.   Tasking reinforces the new behavior and the new brain pathways for the client.  Depth of results seems to be related to the degree that the unconscious patterns can be made conscious, providing new options and new choices for the clients.  Master NLP Coaches are taught an additional toolkit for focus in this area and can even guarantee their success, in writing, often producing changes in behavior in 30 days or less.  Other front edge leading tools that can assist coaches are hypnosis, meditation, and mindfulness training.

For coaches who want to make a deeper impact, have more success, and perhaps even guarantee their results in writing, I would suggest an exploration of brain plasticity and NLP Coaching tools.  It’s a win-win-win for the coach, the client and our industry.

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WHAT IS YOUR NEXT STEP

Thank you for taking your time to read this article.  We hope you found it informative and prompting to begin your TRANSFORMATIVE journey.  Please choose one or more of our offers below, as our gift to you.