How to Win in a Saturated Private Coaching Market

All right, this came to my mind this morning and a coach that I'm working with asked me this and I'm gonna try to answer this literally the same way that I that I answered it when I was on a coaching call with them and This is a question. A lot of coaches have in the back of their minds. Some people ask it some people They let their ego get in the way and they're not gonna ask it and so I'd rather just bring it up on this podcast and And put it out there and you can chew on it however you want but a lot of coaches are wanting to figure out at this point how to differentiate what they do versus everyone else at a local level because Most coaches in this industry now and I would say most like more than 50% They understand how to Create content on Instagram. They understand how to have a website they understand And in some degree how to market themselves, right, I mean, I think there's like 50 different levels of marketing, but most people have a base level marketing experience already when I start this business and so You know, you might be the most established person in your area But it feels really saturated because there's a lot of other coaches and they're getting a lot of attention or you might be someone brand new into this industry and You see like man, how am I gonna compete with these people that have been here that also are established online and There's a couple of things that I look at here that for me are indicators of how you can separate yourself from everyone else and it doesn't matter who you're competing against and This is coming from me someone who has had a lot of competitors in the past I had guys that were pro players in my area that had training businesses that at the end of day like They couldn't compete with me. I had college coaches in my area pro coaches in my area that Couldn't outlast my business and it was because I understood these things at a very deep level that I'm gonna explain in this message And it helped me Better market what I did despite how many coaches were in my area and if I had to start a training business tomorrow in a brand new city and I don't know anyone I Would focus on these things that I'm about to break down and I would do this at a very granular level. So the first thing is If I had to start like a new Instagram page, for example, my whole page is gonna be talking head videos right and These are videos where I'm explaining my philosophy who I like to coach who I don't like to coach The types of parents that I'm looking to get to commit to this the types of parents that I'm not looking To get to commit to this. I'm gonna be talking about Results how kids get results Why that you know kids that train for six or twelve months minimum are going to get results versus kids Who train week to week on a monthly basis don't get results I'm gonna be talking about for me club soccer and how that's not helping kids and why my program is The only thing in the area that can help kids. We're talking about why Training once per week doesn't matter and why you know kids need to be accountable and have a structured training program Why that's the key to success and how I'm the only person in the city that offers that so like I'm gonna be taking a position in My marketing and I'm not going to care what anyone says and the intent is To mold the perfect type of client see back back when I was running my business I Could do that to a certain degree but video marketing was not nearly as big as it is now It just wasn't Like running ads. We're not really a thing with my training business Right as it is now, so if I had to If I wanted to position myself different than everyone else I'm gonna be talking about the things that I know other coaches are afraid to talk about and the other thing is Most coaches in your space in your industry or sorry in your city are not going To even believe any of those things in the first place. They're just trying to get clients to train session by session. So you can weed out People from Your program based off of what you say in your market and you can attract the right type of client And that's the goal is if you want premium clients, you don't need a lot of them to make a lot of money I mean at this point, you know, I've said this a million times on my youtube channel last ten years but if you're charging like four grand a year, you know, and you want to make north of $200,000 per year as a one-person business, or maybe you have a couple codes to work for you Like you need roughly 50 clients. That's not a lot of clients, especially if you're running group training That's not a ton of clients that you're having to deal with All right If you're paying all 4k per year and again if you have a premium service Then your marketing needs to position you in a way that's very different than every other coach So that's the first thing is how you position yourself and the thing that I hate now that a lot of coaches do is they're like well, I'm just gonna go to AI and find all these scripts and Get all these hooks and in my mind if you're doing that if you're relying on That for your marketing that's only gonna take you so far because like you're not really spent speaking from your heart Like I think that can give you good structure But at the end of the day, you're gonna have to turn on your phone you're gonna have to shoot the video and You're gonna have to be willing to Do that over and over and over again If you genuinely want to get clients from social media and you want to separate yourself You're gonna have to shoot the videos. You can't just AI this thing right So that's the first thing is be willing to talk about things that you truly believe in if you go to my Instagram page It's exactly what I do with my business Like I talk about all the time like how coaches that charge $200 a month, it's too cheap and like How most coaches that are broke? that's what they do and I talk about how you know, you got to get clients to sign up for 12 months and they pay I take it and like That's not just a marketing strategy for me. It's like legit I want to work with coaches that are committed to my program for 12 months. I want them to Fuel like it's what it's like to invest into something like that. So when they Sign up class for 12 months. It feels normal to them. They understand what it's like because they actually did it themselves Right. So that's the first thing is if you want to differentiate yourself, you got to be different Then what other people are doing on social media is most coaches what they do is they just show their drills they show them talking to their clients at their sessions and they look like this mindset coach and Motivational speaker all that stuff is dime a dozen now. It's like I mean I Could go online on Google and find 10 coaches that look at the exact same in one local area and it's hard to distinguish And what you want is you want it to be easy for parents to distinguish that you are better than everyone else Either you are better or you are different you need to have that type of feeling and Do you need to make perfect videos? No, I mean I try to lead by example go look at my videos I mean all my videos on Instagram are just me talking. I'm in a room talking That's it right and Again, I've done a lot of videos. So doing those videos are easy I can just pick up the phone and go like I'm not using AI to script out videos, right? I'm not gonna You know make that into my workflow. So for you First way you differentiate yourself is you take a stance on social media something you actually believe in and then that message will resonate With people or it will weed people out. That's the first thing the second thing if you truly want to differentiate from other coaches in the area is you got to get clients that are getting results because think about it if you get a client today and In 60 days from now, they're not in your business anymore that's telling me one of two different things either your standards are too low and You're just getting clients that do things for real short term and you just don't care that's that's telling me that Or they're just not committed. Maybe they were signed up for a six-month thing, but they got out of it two months later so maybe there's like a coaching issue or a results issue in your business and The way you can really differentiate yourself. It's Just be different than everyone else actually get clients results show customers how they got the results Physically show the parents within 21 days how their kid got better Show them a video if this is where you were 21 days ago Here's where you are now Like there's so many little things that you can do That engage your clients to stay and refer and stay for years not stay for days right because if you're You know competing against all these other coaches at a local level that don't track that they don't truly care about results Then you're gonna blend in to what they're doing And this is why again, you can have a premium business with like literally 50 clients I mean you could have way more customer than that. I have guys I work with that hundreds of customers right now where they're charging high ticket But I'm just trying to use a simple example. You have 50 clients clients are paying 4k per year. That's 200 grand right and You can't Get those clients and keep those clients if they're not getting results. It just physically doesn't make sense. So we got to get clients results and show How the clients are getting results and show that to the parents if you're doing 50 people that's not very difficult to do Right not hard at all so And again that differentiates you because other coaches aren't willing to do that. They're not thinking about that They're just thinking about getting the next customer and making, you know, a couple hundred more dollars per month Just because they sign up Johnny from down the street. I am NOT talking about that business model. I'm talking about Actually getting client results. So that's a oftentimes a coaching issue right now the third thing This at the end of the day You know, it's gonna come down to how you think right But this all comes down to the standards that you're willing to set Right, and I'll give you this example. So when I was training kids For the first session of the day. I was always there 45 minutes early I was like a non-negotiable thing for me because I always thought okay Well if my clients show up 30 minutes early and I'm not there and they don't see me setting up like that gave me paranoia I was like, I wouldn't want that. It's like when I was young if I showed up to a club practice I wouldn't want to show up before my club coach. Like I I would want him to be out there setting up Maybe maybe I have a chance to talk with them and ask him some questions Maybe he can give me some extra help. And so as a kid, I always believed that like, you know Watching my coaches show up early and watching them be prepped Was different than me show up and then they just show up with their their balls and their cones Five minutes before the practice starts like that doesn't make sense to me, right? And so in this industry the standards Are incredibly low. I think it's one of the most unprofessional industries in the world Honestly, like the longer I've been Doing this the more and more I see coaches are just so lackadaisical. They just do everything last minute and There's a reason why their business is where it's at is because of how they are their standards are very low so Having high standards is a choice Like you can choose to have high standards for yourself and for your business and for your clients if you want and you can choose To have no standards like I've never met a coach that has a really successful business That has really low standards and they might pop off one year and have a successful year But they're not gonna be able to repeat that it's physically impossible. It's just that doesn't make sense, right? So when I think about standards, there's a few key things that I want to drill down on What time you show up for your sessions? How good at communicating are you and leading your your clients? What's the first impression like at the eval session? What's the first impression like when you talk to parents for the very first time that they ever talk with you? What's the first impression like on social media when they watch one of your videos What's the kids first impression like when they meet you? What's the kids first impression like after the end of your eval session? What's the kids impression like when they get back into the car and they tell their parents about how your session was? What's the parents impression after you do the eval session? right, all of these things are like little micro decisions that you get to make and These things carry a lot of weight because if kids have a bad first impression their parents aren't signing up The parents have a little bad impression of you first bad impression of you. There's no way they're gonna pay you thousands of dollars This is why everything that you do adds up Every little thing that you do in your business Compounds and this is why if you spend time with the coaches that I work with The 30 to 50 guys and girls per year that I work with you'll see they're different They show up to my coaching calls five minutes early because I always show up ten minutes early and I see them five minutes before The call boom. They're there ready. So we start our call early Hey They get their stuff done in a timely manner. They execute fast. They are on it That is different than someone who's just kind of like going through the motions And if you have clients right now that are going through the motions 99% of the time you're going through the motions, too Right and a lot of coaches don't want to hear that that you don't want to admit that but that's the truth If you want to get to the next level most of the time you have to change who you are and how you think and the standards that you want to set for yourself and your business and Even for myself like on a yearly basis. I look to improve that for my own business It's not just me saying that to you How I deal with coaches right now is so different than how I dealt with coaches even 12 months ago six months ago because I've raised my standards and I can't just raise the standards for the clients that I have unless I raise those standards myself personally, right? So hopefully this message helps you right, you know The perception that parents have on social media you can have a stance on social media You can be very clear with who you want to work with who you don't want to work with If you're not getting results with clients Probably need to raise your standards. I need to shift around your program a little bit Right, and then you know raising the standards like I said at the end That dictates everything and I had a call with the coach earlier today who raised his price from $3,000 to $5,000 Right. He's raised his standards in between when he raised his price from 3k to 5k Right, he didn't just raise his price from 3k to 5k just because he felt like it because it was sunny outside he raised it because he truly believes the value he's offering but He raised his standards in the process That's why he's increased his price by 2k, right? Hopefully this message help if you want personalized coaching with your business again, I take on 30 to 50 coaches per year. That's it go down below in the description apply to work with me there and You can set up a free call with me