Excerpted from 'Multiple Streams of Coaching Income.' Do you remember when radio disc jockeys used to be trusted friends?
Whenever they recommended a new recording artist, you would listen and often purchase that CD or cassette? That disc jockey was a filter for you, someone you trusted to tell you what to pay attention to.
In a very real way, that's what we as coaches are. Coaches need to position themselves as filters for their clients. Why?
Human filters of this kind are becoming increasingly in demand.
- What should I read?
- Who should I observe?
- What models work?
- How should I dress?
- Which artists are important?
- What charities are worthwhile?
The fact is people are no longer looking for more information. They are looking for the exactly right information at the precise moment they want it.
And they’re looking for people they trust to find it. As a coach, you have a real opportunity to become that trusted resource for your client through whatever product or service offering you offer.
Don't just give them information. Give them the right information, filtered, for them, and tell them you are doing so. This increases their perception of your value to them.
| Increasingly into the future, successful coaches will be human Googles for our clients. |
It’s no coincidence that life is imitating, well, technology. Online where there are billions of pieces of information, who has reigned supreme? Search engines like Google that make sense of the information and that filter the information.
Increasingly into the future, successful coaches will be human Googles for our clients. Human browsers. As you go about picking the your niche market, and delivering solutions to their problems, remember…your
highest and best value to your client is in filtering the solutions that are perfect for them.
Think of yourself as a human browser. Begin positioning yourself as such.
Those of you who have read my personal observations about coaching, entrepreneurialism and Multiple Streams of Coaching Income will recognize this underlying principle in how I communicate most everything. Not only does it make it easy for you to deliver your offerings, but it’s exactly what your clients want from you.
Simple, right?
Oh and yes, whatever you do, be sure to stay away from delivering information for information sake.
Action Steps:
What do you read? Why do you read it? Would your clients value knowing this? How can you share this filtered information with them?
Who are your Googles? What authors or other individuals do you trust to bring you information that you don’t have to be on the hunt for? Why do you trust them?
Identify three new human Googles to add to your personal information filtering system. These can be magazine editors, bloggers, artists, authors, politicians, spiritual leaders or any other person or form of media.
It’s not about the information.
It’s about how you use it.
How can you go the extra mile to help your clients use the right information in the best way possible?