All you wanted to know on 'How to sell Triple Win Coaching that delivers Better Leaders, Better Teams, and Better Results at a 95% coworker satisfaction rate'.
In client discussions, we presume their genuine desire to invest in enhancing leadership, elevating team effectiveness, and achieving superior performance outcomes. Ultimately, the value of your coaching aligns with the challenges clients aim to address. Coaching is a needs-based service akin to other professional services (e.g., legal, financial, consulting) and personal health services.
To support your coaching success and make selling coaching services easier, we provide with:
Resources (download via Coaching Templates and Resources)
Global Leadership Coaching - Coach Guide - Selling Coaching Services incl Q&A
GCG - Client Presentation for GCG Coaches - v24.1
GCG Case Studies
Video series with explanations and demos
A. Select client organizations that need to invest in leaders to deliver better results
B. Understand the Real Needs of Key Decision Makers in Client Organizations
C. Client Sales Demo and Q&A
D. Trusted Service Design
E. Coaching Service Q&A with Coaches
A. Select client organizations that need to invest in leaders to deliver better results
Segment your market using these three principles:
Organizations in growth industries need more leaders, better, faster.
Very profitable businesses have the money to invest in their leaders
Industries where people are key revenue drivers and consequently are of key importance to business success.
The best examples are companies on the Thompson Reuters Global 2000 list and Forbes Global 2000 list. Going after other companies is also possible, but competition from other coaching services will be stiffer.
The video elaborates on the points mentioned above, providing in-depth insights with illustrative examples.
B. Understand the Real Needs of Key Decision Makers in Client Organizations
As coaching is a needs-based value proposition, understanding the client's key decision-making and their needs is where coaching sales success starts.
Two key decision-makers and their needs:
Higher-level executives in HR Development (HRD). HRD tends to focus on people process to mass-produce leaders and being a trusted partner to deliver on the business strategy
Business (unit) leaders typically aim to improve business performance, their leadership brand, and mobility. For business leaders, ineffective leaders are a huge COST on their P&L, negatively impacting business performance and their leadership brand.
External vs. Internal Coaches:
As some clients use internal coaches, how can you position yourself as a viable alternative?
Bigger leadership challenges warrant higher coaching fees
Emphasize expertise with broader experience and expertise
Trust, confidentiality, and psychological safety are warranted.
The video elaborates on the points mentioned above, providing in-depth insights with illustrative examples and including a Q&A session with coaches.
C. Client Sales Demo and Q&A
A typical sales dialogue commences with an exploration of their organization, followed by an explanation of the coaching service, and concludes with a Q&A session. The "Getting to Know Your Organization" phase involves two sets of five questions each, designed to gain insights into your needs. This understanding serves as a foundation for detailing how your coaching service can effectively address the challenges they face. The "Getting to Know Your Organization" questions are hereunder.
The first 5 questions are to understand the client’s experience and mental model around coaching.
What is your experience with Leadership Coaching so far?
Why are you interested in Leadership Coaching at this point in time?
How would you ideally want to use Leadership Coaching in your organization?
What results & benefits do you expect?
Do you want results to be measurable and guaranteed?
The second 5 questions are to understand their 'Need' and how leadership coaching would improve the effectiveness of their leaders (i.e. their business case for coaching).
What are the main leadership culture and behavioral issues that you like to address in your organization?
What has your organization done over the last three years to address this?
Have you followed up to measure if & how leaders have become measurably more effective as a result of that?
How valuable would it be for your business performance if your leaders would be measurably more effective in the behaviors you just mentioned?
If we could guarantee to measurably grow your leaders to be consistently more effective in these behaviors would that be of value to you?
The video demonstrates the above, providing in-depth insights with illustrative examples and including a Q&A session.
D. Trusted Service Design
The trustworthiness of your coaching service depends on high Credibility, Reliability, Intimacy, and low Self-Orientation, as per the Trusted Advisor formula by David Maister. Let's break down how you can enhance each component of your coaching service.
Credibility is strengthened by:
Your coach profile, experience, expertise, certifications, and educational background.
Your affiliation with reputable organizations like Global Coach Group and the International Coaching Federation (ICF).
A 95% success rate in achieving measurable growth results based on coworkers' perceptions.
Reliability is enhanced by:
Replicable & robust approach suitable in a diverse world of work: 360 Feedforward Coaching employs the same principles as Continuous Improvement, Agile Development, Product Design, Total Quality Management (TQM), Supply Chain Management, Safety Management, and Six Sigma—widely used and accepted across client organizations globally. GCG applied these proven approaches to leadership coaching.
A 95% success rate in achieving measurable growth, making the coaching service a virtually risk-free approach. In our coaching practice, we guarantee results 100% based on our 'No Growth No Pay' guarantee.
Intimacy is augmented by:
Coach-Client Relationship: Coaches establish a level of intimacy with clients, fostering trust and openness through personalized interactions.
Coaching Tools facilitate communication and feedforward between the coach and co-workers, creating intimacy and adding value to the coaching engagement.
GCG's Global Know-How and availability of coaches around the world showcases a deep understanding of effective coaching strategies wherever the client's leaders are located.
Self-orientation is diminished through:
Client-Centric Approach: The service prioritizes the client's needs and coworker satisfaction, ensuring that the leader, their manager, and other co-workers objectively evaluate the coaching impact.
Emphasis on measurable results rather than subjective opinions of the coach.
Client empowerment: Clients can choose from a diverse pool of coaches and select the coach that best suits their needs.
The more value you have in each of these four components, the higher the trustworthiness of your coaching service. The video explains the above, providing in-depth insights with illustrative examples.
E. Coaching Service Q&A with Coaches
Sales Conversation Focus:
Connect triple win into sales conversations.
Using the GCG Coaching Tools make the coaching service more robust, time effective and gets better results.
Diversity in Coaches and Coaching:
Use a diverse group of coaches in your coaching pool.
Stresses the importance of offering various coaching options with a risk reverse fee structure to cater to diverse client needs.
Global Experience Advantage:
Leverages global experience, emphasizing a pool of 3,500 coaches worldwide.
Positions the global experience as a valuable asset, where you as a coach achieve the same results as the best coaching in the GCG network (95%) or even Will Linssen as #1 Leadership Coach by Global Gurus.
Leadership is Cocreating Change with Coworkers
When leaders prioritize growth areas that involve collaboration with coworkers, such as execution and communication, implementing leadership change becomes more seamless.
Targeting leaders who perceive leadership collaboratively and acknowledge the team's pivotal role in achieving results is key.