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BE the Coach: Use Coaching Principles and Competencies in Marketing

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3. Keep the conversation open by briefly answering the prospect’s question and return to the invitation to spend more time exploring the possibility of coaching. Either they will be ready to accept your invitation or will ask another question and have more time in the empowered driver’s seat.

Do not finish with a dead-ended sentence. For example, your prospect asks, “How long will this experience take?” and your reply might be: “Ninety minutes. What is the best time for you to explore coaching?” Coaches guide clients to keep options and possibilities open until the client is ready to choose (Designing Actions). Remember while they are asking you questions, the conversation is still open. They will inquire, “What will we do in this time? Or “How much does this cost?” Or “What qualifies you to be a coach?” Answer each question briefly and finish with an open question such as: “When would you like an experience of coaching?” or “What would be the best time for you, daytime, evenings or weekends?” instead of “Would you like to experience coaching?” Competent coaches ask open questions (Powerful Questioning). BE the coach!

4. Be curious and invite partnership. Give only information that directly answers the prospect’s question (Direct Communication). Save everything else for the free experience. My ‘sharing’ strategy is not about telling everything I know the first time I meet someone. I want prospects to feel empowered to spend more time with me. I use my Neutral Observer/Detached Self/Meta position to monitor myself because as coaches, we have competency in holding both objective and subjective perspectives. (Coaching Presence).

In my experience, speaking too much in this situation might be a sign of lack of confidence either because there is a need to appear knowledgeable as an expert (Establishing Trust and Intimacy – coach is comfortable not knowing) and/or a fear of rejection and/or discomfort with silence. Remember coaches are not experts; we are partners in an exciting exploration of life. Silence is needed for processing thoughts. In coaching we invite empty space as a place for reflection and wisdom to emerge.

5. Include “Being” in your invitation. As you authentically share your passion for coaching, use ‘being’ words that describe your emotion. For example “I would love to share an experience of coaching with you.” Or “I am excited to share…” or “I would enjoy sharing…” or “I would be happy to…Effective coaches can be vulnerable and share their being in behavior and words.

6. Accept that whatever happens is the perfect thing to happen (Coaching Presence). 
If prospects accept, fine. If you are surprised, even better. You have been present without expectation and genuinely experience surprise. If prospects say no, fine. Coaches are confident in themselves, the process ‘sharing’ and the prospect. We trust people to be accountable for their own decisions (Managing Progress and Accountability).

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