u neither fulfil the role effectively yourself, or utilises the services of someone that can, you will NEVER obtain the levels of success you desire.

For effective marketing, coaches need to have ALL business systems and protocols aligned with the perception they want their prospects and clients to have of their business. For instance, an effective marketing strategy requires:

- An effective advertisement that attracts the specific target prospect and calls them to action. Depending on the sales process this action may be to telephone the coach;<

If you're a coach, student coach, business owner or someone with a desire to get into business, take careful note of the powerful tips and development strategies presented within this series and GET READY to make the leap to ultimate success.

The First Step – Marketing is the Key
Many coaches and small to medium business owners believe marketing is simply advertising. This is a HUGE error. Marketing is so much more than just your advertising. Advertising is simply one method, medium or process by which to communicate your product or service offer to prospective clients. Marketing however encapsulates:

Strategy; mindset; planning; capital; branding; products and services; product packaging; positioning; pricing; business location; communication; market drivers; business models; innovation; distribution channels; policies and procedures; guarantees; relationship building; sales processes; goals and objectives; business philosophy; and more.

Marketing encapsulates everything that influences the CHOICES of your prospects and clients. And the choices of your prospects and clients relate to:

- their perception of your business, products and image;
- whether they purchase or not;
- whether they continue using or re-use your service;
- whether they refer your service;
- whether they pay;
- how much they are willing to pay;
- whether or not they endorse;
- and much more.

As you can see, there is a lot more to effective marketing than just running an ad.

How effectively a company undertakes marketing is the primary determinant of its level of success. Marketing is WITHOUT DOUBT the most leveragable process in your business. It is also the most overlooked, and hence the reason for the majority of business failures.

A coach that is average in his technical coaching ability, yet EXCEPTIONAL at marketing his services, will VASTLY outsell and out PROSPER the coach that is exceptional in his technical coaching and only average at marketing.

If you desire business success, MARKETING is a process that you MUST EXCEL at! If you don’t believe you are able to fulfil the role yourself, you MUST find someone that can. BUT BE WARNED, if you neither fulfil the role effectively yourself, or utilises the services of someone that can, you will NEVER obtain the levels of success you desire.

For effective marketing, coaches need to have ALL business systems and protocols aligned with the perception they want their prospects and clients to have of their business. For instance, an effective marketing strategy requires:

- An effective advertisement that attracts the specific target prospect and calls them to action. Depending on the sales process this action may be to telephone the coach;<

e offer to prospective clients. Marketing however encapsulates:

Strategy; mindset; planning; capital; branding; products and services; product packaging; positioning; pricing; business location; communication; market drivers; business models; innovation; distribution channels; policies and procedures; guarantees; relationship building; sales processes; goals and objectives; business philosophy; and more.

Marketing encapsulates everything that influences the CHOICES of your prospects and clients. And the choices of your prospects and clients relate to:

- their perception of your business, products and image;
- whether they purchase or not;
- whether they continue using or re-use your service;
- whether they refer your service;
- whether they pay;
- how much they are willing to pay;
- whether or not they endorse;
- and much more.

As you can see, there is a lot more to effective marketing than just running an ad.

How effectively a company undertakes marketing is the primary determinant of its level of success. Marketing is WITHOUT DOUBT the most leveragable process in your business. It is also the most overlooked, and hence the reason for the majority of business failures.

A coach that is average in his technical coaching ability, yet EXCEPTIONAL at marketing his services, will VASTLY outsell and out PROSPER the coach that is exceptional in his technical coaching and only average at marketing.

If you desire business success, MARKETING is a process that you MUST EXCEL at! If you don’t believe you are able to fulfil the role yourself, you MUST find someone that can. BUT BE WARNED, if you neither fulfil the role effectively yourself, or utilises the services of someone that can, you will NEVER obtain the levels of success you desire.

For effective marketing, coaches need to have ALL business systems and protocols aligned with the perception they want their prospects and clients to have of their business. For instance, an effective marketing strategy requires:

- An effective advertisement that attracts the specific target prospect and calls them to action. Depending on the sales process this action may be to telephone the coach;<

e to:

- their perception of your business, products and image;
- whether they purchase or not;
- whether they continue using or re-use your service;
- whether they refer your service;
- whether they pay;
- how much they are willing to pay;
- whether or not they endorse;
- and much more.

As you can see, there is a lot more to effective marketing than just running an ad.

How effectively a company undertakes marketing is the primary determinant of its level of success. Marketing is WITHOUT DOUBT the most leveragable process in your business. It is also the most overlooked, and hence the reason for the majority of business failures.

A coach that is average in his technical coaching ability, yet EXCEPTIONAL at marketing his services, will VASTLY outsell and out PROSPER the coach that is exceptional in his technical coaching and only average at marketing.

If you desire business success, MARKETING is a process that you MUST EXCEL at! If you don’t believe you are able to fulfil the role yourself, you MUST find someone that can. BUT BE WARNED, if you neither fulfil the role effectively yourself, or utilises the services of someone that can, you will NEVER obtain the levels of success you desire.

For effective marketing, coaches need to have ALL business systems and protocols aligned with the perception they want their prospects and clients to have of their business. For instance, an effective marketing strategy requires:

- An effective advertisement that attracts the specific target prospect and calls them to action. Depending on the sales process this action may be to telephone the coach;<

st leveragable process in your business. It is also the most overlooked, and hence the reason for the majority of business failures.

A coach that is average in his technical coaching ability, yet EXCEPTIONAL at marketing his services, will VASTLY outsell and out PROSPER the coach that is exceptional in his technical coaching and only average at marketing.

If you desire business success, MARKETING is a process that you MUST EXCEL at! If you don’t believe you are able to fulfil the role yourself, you MUST find someone that can. BUT BE WARNED, if you neither fulfil the role effectively yourself, or utilises the services of someone that can, you will NEVER obtain the levels of success you desire.

For effective marketing, coaches need to have ALL business systems and protocols aligned with the perception they want their prospects and clients to have of their business. For instance, an effective marketing strategy requires:

- An effective advertisement that attracts the specific target prospect and calls them to action. Depending on the sales process this action may be to telephone the coach;<

u neither fulfil the role effectively yourself, or utilises the services of someone that can, you will NEVER obtain the levels of success you desire.

For effective marketing, coaches need to have ALL business systems and protocols aligned with the perception they want their prospects and clients to have of their business. For instance, an effective marketing strategy requires:

- An effective advertisement that attracts the specific target prospect and calls them to action. Depending on the sales process this action may be to telephone the coach;

- Appropriate quality systems to deal with the telephone call appropriately and channel them through the sales process;

- A highly effective sales process; a compelling offer and conversion process;

- A risk reversal strategy;

- Appropriately packaged services and products suitable to the client’s needs/desires;

- Follow-up and communication systems for unconverted prospects;

- Protocols for quality delivery of products and services;

- Retention and rapport building strategies for clients;

- Strategies for selling deep into the clients in an ethical manner;

- Back-end sales plan for unconverted enquirers and past clients.

Just as marketing is the cornerstone of business success, systems are the foundation of effective marketing. If coaches consider the key differentiators between an extremely successful enterprise and an averagely successful enterprise in the same industry, it’s always one of two things (or a combination) that makes the difference…

They are marketing and innovation. And whilst innovation can provide a ‘first to market’ advantage, it will not guarantee the sustainable success of the coaching business.

To develop systems that’ll underpin the marketing success requires awareness of the necessary elements, an implementation plan, an action plan, a means to monitor effectiveness, a continuous improvement process, and perseverance. Have you got all of that?

This article is an abstract from the Ultimate Coach Business Development Program, a comprehensive 24-month eCourse designed to walk coaches through the process of building flourishing businesses. If you'd like to learn how you can access the entire program email us at info@lcia.com.au.

© Life Coaching Institute (Aust). If you wish to republish or reproduce this article, please include this information in the end of the article. For more information about the Institute – please visit www.lcia.com.au/lz.