A common business coaching question I hear is: “How do I make myself instantly credible?”
After all, if you’ve been in the business coaching game for more than two minutes, you’ve probably heard this objection a time or two, “Uhhh, no thanks, we’re doing just fine!”
What this objection is really saying is that the prospect doesn’t believe that there’s anything you can provide them to help them get better results in their business. Over the years, I’ve learned to reply, “So, if I can ask, are you already making tons of money and spending almost no time in the business because your team is running it for you?”
Needless to say, that usually stops them in their tracks. (Quick side note: you can get more FREE business coaching objection busters here.)
And then, 9 times out of 10, they’ll come back with: “Okay, so tell me about how you’re such an amazing business coach. What can you possibly teach me about running my business?”
At that point, it’s best to be armed with three or four jaw-dropping, mind-blowing facts from my sizzling hot business coaching bio. The goal, of course, is to make the prospect to say: “Woooah, Nelly! I better listen to what this person has to say!”
And does it work?
(NOTE: you can do this yourself–or better yet, hire a salesperson do it for you! When someone else sings your praises it’s always more impressive.)
Remember, as a Professional Business Coach, the Product You’re Selling…Is YOU!
Think of it this way: if you were getting brain surgery and your very life depended upon the ability of a particular surgeon to execute the procedure flawlessly, how much would you want to know about the surgeon’s background, credentials, education, level of experience? How about past employment history, past patients, and rate of success? Would you even want to know about family and spiritual convictions?
Yeah, exactly. You’d want to know EVERYTHING you possibly could. That’s because people buy the steak, but they want to hear it sizzle.
I was recently talking to a business coach with massive professional credibility–but not a single client! He’d successfully run several business units over $200 million in sales with 100+ employees and was a master of all the business disciplines with strong educational credentials and a good family life to boot!
Yet, amazingly, these credibility-pumping details were conspicuously absent from his bio. I was stunned. I told him to completely overhaul his business coaching bio, paying particular attention to the following points…
- Include 1 to 2 sentence descriptions of each of the major periods in his career, featuring the #1 accomplishment or high point from each period…
- Use specific facts, including percentage increases in revenue, profitability, client census, etc…
- List significant educational achievements, professional recognitions, and awards…
- Finally, mention just a few things about his personal life that demonstrates successful stewardship of all areas of life, not just business.
Thankfully, just a few days later, a dramatically improved business coaching bio showed up in my in-box–and his marketing results quickly improved.
So the answer to this important business coaching question about credibility? Create a sizzling hot bio that is instantly impressive and helps prospects understand at a glance why YOU’RE the one to help them take their business to the next level.