The coaching industry is a fragmented industry. What this means is that it is populated by millions of small to medium participants worldwide [with 42% in the US] and no dominant players to shape the industry. Most barely earn a living wage.

Entry barriers are low – anybody can get in and call themselves a coach. Economies of scale are impossible because of the diverse nature of what the market needs. Diverse market needs cannot be standardized. Acquisitions to create “critical mass” similarly make no sense.

The coaching industry produces services that are commodities or otherwise difficult to differentiate. Take the “generalist” coach as an example. Google defines a generalist as someone who “is competent in several different fields or activities” – note, the operative word is “competent.” Fees are low and client results are lackluster for this group. Every generalist coach looks like every other generalist coach.

So, how does a coach who wants to advance their position in the market cope?

The best was to cope is to differentiate yourself by increasing your value to the client. The first step on this path is to become a specialist. Whai is a specialist? Google tells us that a specialist is a “person highly skilled in a specific and restricted field.” Note the contrast: “competent” vs “highly skilled.”

What will becoming a specialist get you? It will get you:

  • more money;
  • more recognition and fame; and
  • more of the prospect’s trust.

So, how do you differentiate yourself and specialize? There are a number of ways to do this:

  • By Profession: This is the most basic specialization, ideal for coaches.
  • By Product: Position yourself as a specialist in a limited, but essential product or set of products in your niche.
  • By Service: Similar to product specialization, this is about narrowing down a wide range of service offerings to the ones that are most compelling for your target market.
  • By customer type: Are you great at working with beginners or more advanced clients? Or, maybe you want to specialize in coaching people is a particular industry.
  • By Ability: Show greater ability or better results than the competition. Become the expert. Showcase awards, testimonials, or other demonstrations of superiority.
  • By Mission: Articulate your higher goal, whether it is to cure a form of cancer, raise money for the local humane society, or to bring on world peace – what you stand for as an entrepreneur.
  • By the way You Behave: Build an identity around your personality, the way you speak, your leadership skills – any behavior that produces a positive reaction your target market.
  • By Lifestyle: You live at the beach, you traveling the world, drive a cool car, you ride your horses every day – any aspect of your lifestyle that appeals to your audience can be used.

And, of course, you need not pick only one.

So, carefully choose your niche market and develop your products, services, and business model, and branding to meet its needs. And, keep progressing. It gets better. [Part 2 to come]

If you would like to apply this approach so you can soar to new heights in your life and business, please tell me a bit about yourself BY CLICKING HERE and we’ll talk.

I’ll be in touch in short order to schedule a time for us to begin to explore your big vision for what you want to create. I look forward to meeting you.

To the top!

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Creative visualization. What does that mean? It means behaving both inwardly and outwardly as though you have already achieved your coveted goal. This means you fully experience it with all your senses as though you have already accomplished it. You can see, smell, hear, touch, and taste it. You behave as though you already have it.

What does creative visualization have to do with the NFL?

As I’m sure you know, players of the winning team are awarded big, expensive Super Bowl rings which mark the wearer as a champion. And, the players that have won these rings often continue to wear them on a daily basis throughout their life. Having earned one of these rings is a very big deal.

Well, ESPN reported that on the night before Super Bowl XLV Mike McCarthy, the Green Bay Packers’ coach, made a very unusual move to motivate and inspire his team. What did he do? Well, contrary to the prevailing superstition, Coach McCarthy had the players fitted for their Super Bowl rings the night before the game.

What effect did this have on the Packers? Linebacker A.J. Hawk said the ring fitting “made things real for us.” Desmond Bishop, another linebacker, said, “We could see that it was right there. Everything we wanted was right there in our hands, literally and figuratively.”

McCarthy [who is from Pittsburgh, BTW] said after the Packers’ victory that “No disrespect to the [Pittsburgh] Steelers. We respect their football team. We respect the way they play. They’re a good tough physical football team. But we fully expected to win this game. This is our time.”

What were the Packers players and coaches doing? They were using creative visualization to achieve their goal. And what happened? They won the Super Bowl.

What can you learn from this?

You can learn that you can do the same thing, use that same creative visualization tool. You can behave as though you have already accomplished your goal – see it, smell it, touch it, hear it, taste it, immerse yourself in it. If you do that, [know that your subconscious can't differentiate between your creative visualization of something and the real thing] your subconscious will lead you in the direction of the thing which it thinks you already have. [Note that this approach works just as well for worst case thinking so watch out!]

Are you doing this? Have you experienced yourself being fitted for your “ring”? Beyond the ring, have you visualized your life after you have had your figurative victory parade and are living your goal? Do you fully expect to reach your goal? Do you see yourself at the top?

Whatever steps you need to take to make your success real for you, take them now. The sooner you begin, the better for you.

Live long and prosper!

If you would like to know more about “creative visualization” contact me. And, of course if you found this post useful, please Tweet it out.

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