Create Passive Revenue Streams

The thirteenth trait of great coaches is that they create passive revenue streams. This is a very important point because most coaches trade their time for dollars. Great coaches always try to create passive revenue streams so that they’re making money when they’re not there. To give you an example of what I mean, recently I went on a couple of vacation trips. One of them was to Jamaica, and on my trip to Jamaica I did some diving in the mountains and I went on a tour of the rum plants. Then I flew back and I went to Mexico and I did some sail boating around Mazatlan. On these trips, while I was away for about three and a half weeks, I made thousands of dollars in passive revenue selling my information products while I wasn’t even there. And that’s what I talking about creating passive revenue streams. There are an unlimited number of ways to create passive revenue streams. For instance, like I just mentioned, selling information products. I sell a lot of information products over the Internet and make passive revenue through that. Selling licensing agreements to your methods and your information products. I know one coach who sells a licensing agreement to her marketing services program, and she allows people to use her course materials to teach other people her methods and systems. Selling membership programs--I know one real estate entrepreneur who has a membership site, a Web site, that costs over $3,000.00 a year to be a member of. He has a lot of templates in his real estate site. And he has hundred of members, so you do the math. That’s an incredible amount of income for just maintaining a membership site on the Internet.
Co-op memberships. Two examples of this. There is a friend of mine in the printing industry and he is a consultant to the printing industry. He has developed an alliance, and what I mean by that is he has a group of printing business owners that he brings together to help them share best practices. Another fellow, Steve Miller, in the trade show industry does the exact same thing, and he makes an income off of this just by getting people in the trade industry together to share best practices. Selling franchising of their coaching and consulting processes. I have a friend by the name of Rich Schfren, and he will teach you how to be a marketing consultant and actually sell you a franchise and support you. He makes passive revenue through is franchising. Selling autopilot, do-it-yourself business systems. For instance, I’ve set up a business coaching system that virtually runs itself. The system uses online surveys and a hotline system, so whenever anyone uses the system, I make passive money. Another example of that is I know one superstar coach who literally makes over $100,000.00 a month from a phone hotline system that his students use, and he doesn’t even lift a finger. He does not provide the services. He does not provide the hardware or the software. He’s just an affiliate, and he makes over $100,000.00 a month. Imagine that!
So the thirteenth trait of great coaches is that they try to create passive revenue stream.
To Your Success,

Coach Darren
www.coachDarren.com
success@coachdarren.com

P.S. Don’t Forget to Look at the Complete Coaching Development Course Module 4 to find additional resources and strategies you need to create passive incomes. http://www.coachdarren.com/go/coaching-skills-training/

P.S.S. There are additional Marketing Tips Located at www.coachdarren.com Articles

leverage Knowledge

The twelfth trait of great coaches is that they leverage their knowledge. You see, a coach’s inventory is their knowledge. Much like a retailer sells inventory for profit, well, coaches sell their knowledge for profit. And great coaches leverage that knowledge so that they can package it and sell it over and over again. You see, average coaches sell their knowledge to one person at a time, but great coaches sell their knowledge to many people at one time. Like I’ve said before earlier in this program, there’s a ceiling on your income when you deliver your services in a one-to-one model, or in a one-to-one coaching model. But the best coaches strive to always deliver their service in a one-to-many business model.
Great coaches package their knowledge and resell it as a solution over and over again, perhaps tweaking it just a little bit as they sell it. One way to do this is to create an information product. For example, in my own business, every time that I do a public speaking engagement, as I’ve mentioned before, I come home and I take a software program that I use and create that presentation as a movie. And once the movie is done, I put it on a VCR tape or a DVD or CD-ROM and I sell that presentation over and over again as a product. So the effort that I put into developing the PowerPoint presentation, to developing the scripts, to practicing the delivery of the presentation and then actually delivering it is used over and over again by packaging it.
You see, superstar coaches and consultants don’t recreate the wheel. They archive their work into what I call a knowledge base. So, aside from your clients, your knowledge base becomes the most valuable asset in your practice. Every time that I create a sales letter, a script, an advertisement--any type of marketing piece--I archive that in my knowledge base and I use it over and over again. Any time I see other things that are working very well for other coaches, I archive that in my knowledge base and I use it as models when I go to create new marketing pieces.
Great coaches find new niches to sell their knowledge to, and then they tweak that information to fit the niche. That provides new revenue streams with minimal effort, and each new niche becomes simpler and faster to penetrate because you’re just reusing already existing work product. You see, great coaches coach also to groups rather than to single one-on-one people. You put in the same amount of effort. You put in the same amount of time whether it’s one person on that phone or hundreds of people on that phone. That’s the beauty of tele-coaching as well.
Now a good example for leveraging knowledge is my own coaching boot camp. You see, in the boot camp you’ll find lots of tools and templates that I’ve already created in my own coaching practice. You’ll find business plans, you’ll find web sites, you’ll find sales letters, you’ll find lead generation letters, you’ll find lead generation post cards, referral letters, referral post cards, inquiry letters, speaker sheets, checklists, sample space advertisements that I’ve used successfully to sell my information products. You see, the coaching boot camp is a tool kit. It will help you tremendously to leverage your time. It took me hours and hours and hours to develop all of these tools. But when you get the boot camp, you’ll have all these tools at your disposal. You’ll be able to steal them, copy them, tweak them, and basically use them any way that you’d like to build your personal coaching practice.
To Your Success,

Coach Darren
www.coachDarren.com
success@coachdarren.com

P.S. Don’t Forget to Look at the Complete Coaching Development Course Module 4 to find additional knowledge resources and strategies you need. http://www.coachdarren.com/go/coaching-skills-training/

P.S.S. There are additional Marketing Tips Located at www.coachdarren.com Articles

create referral frenzies

coaches and consultants is that they create referral frenzies. Have you ever noticed that you rarely learn about superstar coaches and consultants in advertisements or on the radio, or on television? Usually you hear about them through other people. Now, most coaches and consultants get nearly all their business through referrals, but the difference between mediocre coaches and consultants and superstars are the superstars set up referral systems that provide a predictable and consistent stream of referrals into their practice. Now that’s the difference between word of mouth and referral systems. Let’s talk about that for a moment, because most consultants and coaches get their referrals through word of mouth. And word of mouth is dangerous because it happens in a very haphazard way. It does not happen in a systematic way. So the results from word of mouth advertising aren’t predictable. They happen through happenstance or in off-the-cuff conversations, and if you are a superstar coach or consultant, you can’t leave your marketing to happenstance. You need to create something that’s predictable.
That’s the difference with a referral system. A referral system is a systematic process which you use time and time again to get referrals to come to you. So word of mouth referral systems are used by mediocre consultants and coaches or those that are struggling, and referral systems are used by superstar coaches and consultants. Now, in my marketing boot camp, I include my instant referral systems program as part of the package. You’ll learn over 30 different referral systems, and it also includes templates that you can steal word for word that you can use to implement them in your own practice.

So again, the tenth secret of superstar coaches and consultants is that they use referral systems to create referral frenzies.

Its my birthday and you get the gift

"Happy Birthday to me..."

It's almost my birthday, so I thought I'd give you a present :-)

For awhile now we've been talking about
being a superstar coach, right?

Well, I've decided to give you not one, but 80 great resources to help you build your own practice.

http://coaching.cbfconline.com/

I'll keep them out there for about a week, so make sure you get them before I take them off the site.

And again, this is a one time offer - just my way of saying thanks for reading my blog :-)

To Your Success!!

Darren

http://coaching.cbfconline.com/

Dominate your field

The ninth secret of superstar coaches and consultants is that they choose a niche and they dominate it. Now this is similar to being specialized, but when we talk about specialization, that’s more inwardly focused. When we talk about choosing a niche, that’s more customer- or client-focused, so it’s outward focused. For instance, you might be specialist in getting free publicity, but you only work with non-profits or even non-profit adoption agencies. In other words, you niche yourself. Now, most every superstar coach or consultant picks a niche and then they dominate that niche. But the interesting thing is that’s the number one issue or problem when coaches and consultants call me. They don’t have a niche. They’re trying to be everything to everybody, and this goes back exactly to what I was talking about when we were talking about specialization.
A lot of coaches and consultants have this fear of narrowing down their market so tight that they won’t have enough prospects. In fact, when you pick a niche and try to dominate it, you’ll have even more prospects than you would if you were trying to be everything to everybody. Your services are going to be a lot more attractive to those people within the niche because you’re going to be providing a perceived solution to perceived problems within that niche. And your name is going to spread a lot faster because when you work in a niche, a lot of people talk to each other within that niche. They talk at conferences, they talk at seminars, and they talk at committee meetings. They pick up the phone and they call each other. And your name is going to spread around a lot faster.
On top of that, you’re going to be able to charge higher fees because you’re providing a specialized solution. Because of that, your marketing costs are going to go down. Remember when I said that your name is going to travel a lot faster? Well, you’re going to find you’re going to have to do a lot less marketing when you select a niche, because intrinsically, your name is going to be thrown around that industry a lot faster.
There are a whole lot more benefits to choosing a niche and dominating it. In my marketing boot camp, I give 10 specific guidelines to help you determine the best niche for you. In fact, I go into detail about how to contact your niche, which is one of the very most important things you need to consider when you go to select your niche. Can I easily and affordably contact that niche? Also, I talk a lot about what to say to your niche to get them to sit up and listen. In fact, I have a five-step formula for creating your marketing message to that niche. I talk a lot about unique tactics that you can use to quickly penetrate your niche.

Be a Specialist

The eighth secret of superstar coaches and consultants is that they are specialists and not generalists. Almost all superstar coaches and consultants are usually very good at one thing. They become the best of the best in that one thing. They eat and drink that one thing. There is no one in the world better at doing that one thing. They can do that one thing in their sleep, or with two hands tied behind their back. They are the guru on top of the mountain at that one thing.
Now, what are the consequences of becoming a specialist or a guru at that one thing? Well, number one, when people think of that one thing, the guru’s name immediately comes to their mind. That’s positioning. The second thing is when anyone needs advice or services in that one thing, they automatically call the guru. And the third thing is prospects who want that one thing will pay top dollar to get just a piece of that guru’s advice. Also, other people who want to get good at that one thing are attracted to that guru like flies on molasses and follow the guru’s every movement. They also pay enormous amounts of money to learn from that guru. Lastly, and ultimately, the guru lives a life of freedom as long as the guru stays on top of his game.
I often hear a lot of concerns from coaches and consultants that if they narrow down their focus and the niche of people who they market to, then they won’t have the types of opportunities they would have had if they were more of a generalist and opened up their practice to a wider range of businesses or people. Well, that’s just not true, because the more narrow you get in your niche, the more attractive your services become to those people. So it’s a lot easier to market and it’s a lot easier to sell to those people. You see, people perceive that they’re problems are special only to them, so they want a specialist to fix that problem. If you had a heart condition, would you want a family physician doing surgery on you? Of course not. You would want someone who has done that particularly surgery many times over.
Another comment I often hear from coaches and consultants is that they don’t specialize because they don’t have the requisite knowledge to become a specialist. Well, that’s not a great excuse, because all you really need to do is hang your shingle out as a specialist and then start learning about that. Read all the trade magazines. Read about it and study. I guarantee you, if you study that specialty every day for three months, you’ll know as much or more than 98 percent of the people out there.
Again, the eighth secret of superstar coaches and consultants is to become a specialist and not a generalist.

Pricing you Services

The seventh secret of superstar coaches and consultants is that they price their services based on the perceived value of their solutions and not on some hourly rate that maybe their competitors charge. This is a big issue with coaches and consultants, because most of them are somewhat timid to charge based on the perceived value of their solutions. The only reason that happens is because they don’t, number one, believe in their own perceived value, and number two, they don’t know how to position the perceived value of their services. You see, when you price based on your competition, you assume that they’re positioned or they’re perceived in the market place the same as you are. More often than not, they aren’t.
There are a lot of problems that come as a result of charging on an hourly rate. Number one, it ignores your ability to reuse existing product you’ve already created. For instance, let’s say you have a client in a certain industry and you’ve created a lot of different templates and solutions for them. You ought to be able to reuse that product that you’ve already created for another client in that same industry. Should you charge them less because it took you faster to do the consulting project? Absolutely not! See, you’ve already put the effort and time into creating that product, and so you should charge and they should pay you based on the value that you’re delivering, not on the hours that it took you to deliver that service. Number two, it puts a ceiling on your income. Remember, when you trade your time for dollars, then there’s always going to be a ceiling on your income because you only have a finite amount of time that you can work. And number three, it gets you into billing squabbles with your clients. And believe me, I’ve been there. They want to know what you’re doing with your hours at any moment in time. A lot of clients, once they see some of the hours and the amount that you’re billing for those hours, they automatically want to know the details of what you’re doing. So when you bill by your hours, you’re just asking for a set of problems. If you bill based on your perceived value, then it’s very difficult to get into arguments about your work product.
Again, a better way is to price your services based on the value delivered. And the way that you do that is you want to find out how much the problem is costing your prospect. Find out the problem and then dollarize it. And once you’ve dollarized that problem, make it hurt. Position that problem as something that’s painful. Once they understand the amount of dollars that they’re losing, then it becomes very easy to come up with a good dollar figure that you can charge. It’s like selling free money. You sell free money by comparing what you’re asking to the dollar size of the problem. So if the dollar size of the problem is X amount, and you’re asking less than that, then the difference in between to the client is free money.
Let me give you an actual example of what I’m talking about. Let’s suppose your client had 30 employees, and on the average they paid them $12.00 per hour. If you multiple those two numbers together, that comes out to $360.00. If those employees worked 160 hours every month based on an average 40-hour work week, then you would pay them $57,600.00. Now you have to step back and ask yourself in this consulting project, how much more productive could your employees be with the solution that you’re going to provide. If you can conservatively say that they can be 20 percent more productive, then you’ve come up with an $11,520.00 monthly problem. Now how did I come to that figure? Simple. I took 20 percent times $57,600.00, which they currently pay them, and that comes out to $11,520.00. And that would be a monthly problem. So if you were to multiply that out into a year, it’s actually a $138,240.00 problem. So then, negotiating becomes very simple. You ask the client, would you be willing to pay, say $25,000.00 to fix your $138,240.00 problem. Well, what person in their right mind would say no to that? Now, I hope you can see from this example how we’re selling free money. By using this approach, you positioned yourself to price based on the value of your solution, and not on an hourly basis.

Again, top coaches and consultants price their services based on the perceived value of their solution.

employ a consistent follow up marketing program.

Top coaches and consultants employ a consistent follow up marketing program. Follow up marketing is the key to getting new clients for coaches and consultants because not everyone is ready for your services. Not everyone needs your services at the time that you meet them or that they come in contact with your marketing message. There was a study done by the International Association of Sales and Marketing Executives that said that 81 percent of sales come on or after the fifth contact. And in my own experience, that is probably very accurate. You know, people only do business with people that they know, like, and trust, and that type of relationship takes a little bit of time. The key to creating a successful follow up marketing program is to make it consistent and to make it relevant.
Let’s talk about being consistent first. Consistency comes with creating a system. Systems provide predictable results, and results that are consistent over time and can be repeated. So if you were to implement a follow up marketing program, say, in one niche, if that program is successful, you can implement the exact same system in another niche and expect to get very close to the same results. Systems save you time, they save you energy, and they save you money. And in my marketing boot camp, I lay out a step-by-step follow up marketing system and show you also how to implement it using a contact management system.

Now, they also need to be relevant. A follow up marketing program that is relevant means that you’re sending that person information that they care about. If you’re sending them offers and tips and advice that have nothing to do with their business, then it’s just going to be deep-sixed into the trash can. You need to make your follow up marketing relevant. So I also show you how to set up your own newsletter marketing system, because I think newsletters are probably the best follow up marketing program that you can institute in your coaching and consulting business. Newsletters are very powerful, and they’re probably THE most powerful marketing tool available to coaches and consultants today.
So superstar coaches and consultants employ a consistent follow up marketing program.

employ a consistent follow up marketing program.

The sixth secret of superstar coaches and consultants is that employ a consistent follow up
marketing program. Follow up marketing is the key to getting new clients for coaches and consultants because not everyone is ready for your services. Not everyone needs your services at the time that you meet them or that they come in contact with your marketing message. There was a study done by the International Association of Sales and Marketing Executives that said that 81 percent of sales come on or after the fifth contact. And in my own experience, that is probably very accurate. You know, people only do business with people that they know, like, and trust, and that type of relationship takes a little bit of time. The key to creating a successful follow up marketing program is to make it consistent and to make it relevant.
Let’s talk about being consistent first. Consistency comes with creating a system. Systems provide predictable results, and results that are consistent over time and can be repeated. So if you were to implement a follow up marketing program, say, in one niche, if that program is successful, you can implement the exact same system in another niche and expect to get very close to the same results.
Systems save you time, they save you energy, and they save you money.
Now, they also need to be relevant. A follow up marketing program that is relevant means that you’re sending that person information that they care about. If you’re sending them offers and tips and advice that have nothing to do with their business, then it’s just going to be deep-sixed into the trash can. You need to make your follow up marketing relevant. So I also show you how to set up your own newsletter marketing system, because I think newsletters are probably the best follow up marketing program that you can institute in your coaching and consulting business. Newsletters are very powerful, and they’re probably THE most powerful marketing tool available to coaches and consultants today.
So the sixth secret of superstar coaches and consultants is that they employ a consistent follow up marketing program.

superstar coaches and consultants is that they’re consummate public Plus a great resource

I will get to todays tip in a minute, but first, I was going through my 2nd quarter gaols, and setting my third quarter goals today (I know a few days late, but I can procrastinate like everyone else). Anyway, I was thinking one of the things all the superstar coaches and consultants I know have in common is that they all have identified goals which they track their progress towards. I do this monthly, quarterly, and yearly, some do it weekly, and even daily. Anyway, I use a goal setting workshop to set my goals and then measure my success to them, I use one goal setting workshop, and I want to offer it to all my readers right now just to give you a head start to succcess for the third quarter.
You can find it at:

http://www.cbfcinc.com/goalsetting.html

Secret number five of superstar coaches and consultants are that they are consummate public
speakers. Again, show many any successful coach or consultant, and I guarantee that they are an active public speaker. Why? Because public speaking is one of the best ways to market your services. Number one, it positions you as the expert. Even if you’re not an expert, the mere fact that you’re standing up in front of those people positions you as somebody who knows what they’re talking about.
Number two, it gets you free advertising and exposure. Let me give you an example. In my niche in the spa and pool industry, when I give a speaking engagement at one of the big conferences, which I do every year, they put my name in the trade magazines inside their advertisements for the expo or the convention. And that advertisement runs for probably about four to five months. So here I get my name and the name of my company in front of everybody in the trade industry in these magazines for four or five months for free, just because I’m speaking at the conference. And so it does give you a lot of free advertising and
exposure.

Number three, it allows you to connect on a very personal and emotional level with your prospects. You see, once you read somebody’s book, although you didn’t know that person before and you’ve increased your level of relationship with that person by reading their materials, actually hearing their voice takes that relationship to a whole other level. Then with personal appearances we actually see them, talk to them, perhaps shake their hand, and this takes the relationship to an entirely different level. That’s why some of your very best prospects will come from your public speaking engagements, because they’ve had
a personal and emotional experience with you. Now the fourth thing, and for me, the very best part about public speaking, is it allows you to market your services on the one to many basis. See, when you go to meetings and try and network with people, at the very most, you’re going to be able to market your services on a one to two basis or one to three basis when you’re standing in a crowd of people and they ask you what you do. But still, the drawback of that
is that you’re marketing only on one to maybe one or two people. When you do public speaking, it allows you to market on a one to many basis, meaning you can reach 25, 50, 100, sometimes 200 people or even more with just one opportunity. And again, the fact that you’re standing up in front of somebody positions you as an expert rather than you talking to somebody on a one to one basis. It just leverages your time much better, and in the marketing world, time means money. It beats networking any day. I tell a lot of my coaches and consultants that instead of taking the time going to all of these meetings just to network, take that same time, create a speaker’s sheet and an inquiry letter, and try and get yourself public speaking engagements, perhaps at least one public speaking engagement per week. In my marketing boot camp, I teach you a very simple method of getting public speaking engagements. And it’s even simpler to get these speaking engagements within your own industry, if you’re niching within an industry. In fact, I’ll share a little secret with you that I stumbled onto that will nearly guarantee you a speaking engagement in your target industry. I do it every single year, and it works like a charm.
So again, the fifth secret of superstar coaches and consultants is that they’re consummate public
speakers.

Don't forget to get your goalsetting bonus at:

http://www.cbfcinc.com/goalsetting.html

Generating Leads

The fourth secret of superstar coaches and consultants is that they generate leads using information products. You can’t show me one superstar coach or consultant that doesn’t have their own information product that they sell or line of information products that they sell. All successful coaches and consultants are avid writers, publishers, and sellers of information. Why do they do it? Well, the obvious reasons are, number one, it positions them as an expert in their field. Number two, it can also create passive revenue streams. But third, and perhaps the most important, it generates leads into your coaching and consulting business. I truly believe that every coach and consultant should definitely have their own book or audio product. That should just be a given. Again, you can’t show me any successful coach or consultant that doesn’t have their own book or information product. In fact, that would be one of the very first pieces of advice that I would give to a new coach or consultant. Go and write a book, or go and
create an audio product that you can sell in order to generate leads. See, what happens is when people buy your information products, they listen to you, or they read your knowledge, which gives you credibility and positions you as the expert, and then they want to come to you to get more of that knowledge.
And you know, information products come in all forms, not just books. Books are one of them, but not just books. They can come in electronic books, or e-books. They can come in special reports, audio products, or video products. Information products come in all forms. They can even be in seminars and workshops, or public speaking engagements which you sell. I think this one secret is extremely important. So important that if you’re a coach or consultant and you don’t have an audio products or a book that you sell today--any type of information product--you need to go generate one right now. There are a lot of different ways to create these products that don’t take you a long time. I know a lot of coaches and consultants, in the back of their minds, have this big stumbling block because they believe that it takes a long time to write a book. Well, in the traditional days it probably did. But today, you can selfpublish
a book for under $1,000.00. Very cost effective, and the technology today allows you to print on
demand those books that you sell.
In my marketing boot camp, I’ve included a two-hour audio program that is dedicated just to teaching you shortcut ways to develop high profit information products. You’re going to be amazed at the different ways you can create great, high quality information in a very short amount of time. In fact, many of the coaches and consultants that have purchased my training have created their own information products in as little as one day. That’s right--just one day. It’s very simple, very easy to do, and I give you a stepby-step program.

http://consulting.cbfconline.com

superstar coaches and consultants is that they practice education-based

The third secret of superstar coaches and consultants is that they practice education-based
marketing. Now, education-based marketing is a process used to attract and land highly qualified clients by giving them what they want, which is information and advice, and removing what they don’t want, which is a sales pitch. You see, education-based marketers give valuable, free information that positions their expertise in the marketplace. Their message isn’t me-focused. Now that’s a selling-based message,
and selling-based marketing is old hat. The problem with selling-based marketing is prospects go out of their way to avoid you and to avoid your sales message. In fact, people are repulsed by sales pressure and sales tactics. Prospects don’t trust you because most sales people will do anything to make money. And prospects get defensive when you give them a selling-based message because they think you’re going to try to sell them something that they, perhaps, think they don’t need or want. Also, the problem with selling-based marketing is that you feel scared. You get timid and even somewhat embarrassed because you have overtly boasted about your coaching and consulting services. To be honest with you, I see this happening all the time at those meetings where people are networking where people enter into the conversation and they start to try and talk about themselves. They try and deliver a sales-based message and people are repulsed by that. They don’t want to hear that.
On the other hand, with education-based marketing, the method of marketing that I teach in my marketing boot camp, your message is built around the sharing of valuable information. Your educational message actually replaces your selling message. You see, the key with education-based marketing is that you look for opportunities to give away valuable information--information that would benefit the person that is listening to it or reading it. That positions you as the logical and only coaching or consulting choice for your prospect.
Here are some of the benefits of education-based marketing. Number one, you give prospects what they really want, which is information and advice, and remove what they don’t want, which is a sales pitch.
Number two, you maintain your dignity because you never make any effort to sell. Number three, you establish yourself as a credible authority because prospects see you as a reliable source of information and advice. And number four, you don’t have to seek out new prospects. They come to you. Number five, you reach prospects early, during the first stage of the decision-making process, often before they call any of your competitors. Next, you identify lukewarm prospects who may be afraid to call you, but they aren’t afraid to request your information. And you can track your marketing, because you know precisely how many prospects respond to your marketing efforts and how many go on to become clients. You also
increase your referrals from prospects because they feel loyal to you due to your efforts to help them, even if they don’t hire you. You also gain a competitive advantage, because few, if any, of your competitors are using education-based marketing in their marketing efforts. Education-based marketing allows you to multiply your marketing efforts by presenting your best and your most powerful marketing messages, even when you’re not present. And that’s the beauty of it.
Again, the third secret of superstar coaches and consultants is they practice education-based
marketing.

Become a superstar consultant, learn all the secrets at http://consulting.cbfconline.com

They are positioners and not

The second secret of superstar coaches and consultants is that they are positioners and not
prospectors. Now, what is a positioner? A positioner is a coach or consultant that builds their reputation such that prospects come to them, while prospectors go chasing clients. You see, positioners, they command respect, while prospectors are seen as beggars. Positioners pick and choose their clients, while prospectors take anything they can get. And positioners enjoy a lucrative income and the freedom to do what they want, while prospectors are always hustling to put food on their plate.
When you position yourself as an expert, people start to talk about you and your name and reputation spreads quickly. You become the only logical choice for your prospect, while prospectors go chasing for their clients. They do cold calling and cold direct mailings and things like that to a non-targeted group of clients. Sometimes the prospectors wonder why they’re not getting the return for their marketing dollar and they’re not getting clients, while they’re looking at positioners who get all the clients they want with less effort. The secret to positioning yourself is to take the time necessary to tell everybody about your
expertise. The best way to do that is to share your education with your prospects.

their primary business objective is the marketing of their coaching and consulting services

The first secret is that superstar coaches and consultants understand that their primary business
objective is the marketing of their coaching and consulting services, not the delivering of their
service. See, most coaches and consultants have it absolutely backwards. They believe that they need to
be the very best coach, or be the most technically adept consultant in order to be successful, and that’s not
true at all. In fact, some of the most successful coaches and consultants are only mediocre in their
technical abilities, but they’re extremely good marketers. And, if you are a very good marketer, then you
can bring in clients. And without clients, you won’t have a coaching and consulting practice. You see, a
lot of coaches and consultants believe that if they build it, client will come. The problem with that theory
is that if other people don’t know that they’re the best at what they do, you’ll never get anybody knocking
on your door.
And another point to remember is that good marketing covers many sins. If you’re a great marketer and
you have the ability to bring in clients, even if you’re a mediocre consultant or coach, you can still have a
very successful practice. Take Microsoft, for instance, when they first came out with their software. It
was somewhat buggy, and it wasn’t a great product. Well, because of their marketing, they were able to
overcome those operational errors and be the market leader today.
Now, I’m not telling you to be a mediocre coach or consultant. What I’m telling you is that the marketing
of your services is more important than how good you are. You know, I always tell a lot of my small
business clients that they need to work on their business and not necessarily in their business. When you
work on your business, you work at things like getting new clients, developing and establishing processes
and procedures and systems that allow your marketing and operations to somewhat run on autopilot.
When you work in your business, you get mired down into the details of the day putting out fires, and you
never have the opportunity to do those types of activities that really grow your business.
And if you’ve worked in the corporate consulting world, and I, myself, worked in one of the big
consulting firms, all the partners really were business developers. A lot of the partners’ responsibilities
centered around business development and not actually taking part in any of the projects that they sold.
To a certain extent, that’s the same strategy that we need to take in our own coaches and consultants
business, and that is to be business developers.
So the very first secret of superstar coaches and consultants is that they understand that the
primary business objective is the marketing of their coaches and consulting services, not necessarily
the delivering of their services

I found a great resource for coaches and consultants where you can get the tools and resources to market your business.

http://consulting.cbfconline.com