{"id":135798,"date":"2024-11-21T16:26:47","date_gmt":"2024-11-21T20:26:47","guid":{"rendered":"https:\/\/www.shortform.com\/blog\/?p=135798"},"modified":"2024-11-26T16:29:02","modified_gmt":"2024-11-26T20:29:02","slug":"the-prosperous-coach-book","status":"publish","type":"post","link":"https:\/\/www.shortform.com\/blog\/the-prosperous-coach-book\/","title":{"rendered":"The Prosperous Coach: Book Overview and Takeaways"},"content":{"rendered":"\n

What’s The Prosperous Coach <\/em>by Steve Chandler and Rich Litvin about? Do you want to become a professional coach?<\/p>\n\n\n\n

In The Prosperous Coach<\/em>, Chandler and Litvin explain how to take on the mindset of a successful coach and market yourself<\/a> to potential clients. They also describe their process for building a client base for a thriving coaching business through deep, meaningful conversations.<\/p>\n\n\n\n

Read below for a brief The Prosperous Coach<\/em> book overview.<\/p>\n\n\n\n\n\n\n\n

Overview of The Prosperous Coach<\/em><\/strong><\/h2>\n\n\n\n

Many coaches spend time honing their coaching skills through hard work and training\u2014but find this isn\u2019t enough to bring in clients. In their book The Prosperous Coach<\/em><\/a>, coaching experts Steve Chandler and Rich Litvin argue that coaches struggle because they overlook building a necessary skill: acquiring clients<\/em>. The authors challenge conventional means of acquiring clients such as using manipulative sales tactics or waiting for clients to come to you. Instead, they say that a thriving coaching business comes from making genuine connections through deep, meaningful coaching conversations<\/a><\/strong> with potential clients. The approach aligns financial success<\/a> with authentic, impactful coaching.<\/p>\n\n\n\n

Chandler and Litvin bring decades of combined experience to this work, having coached numerous successful individuals and trained countless coaches themselves. Chandler is the creator of the Coaching Prosperity School<\/a>, which teaches coaches how to build a thriving practice. He\u2019s also the author of best-selling books such as Time Warrior<\/em><\/a> and 100 Ways to Motivate Yourself<\/em><\/a>. Litvin runs a leadership consultancy and has coached high-profile figures such as presidential candidates, members of the Special Forces, and Olympic athletes. He also founded 4PC<\/a>, a community of the top 4% of leaders and coaches. <\/p>\n\n\n\n

Part 1: Cultivate a Coaching Mindset<\/strong><\/h3>\n\n\n\n

In order to attract clients and build your coaching business, you must adopt the mindset of a successful coach<\/strong>, explain Chandler and Litvin. This mindset comprises numerous traits, including self-assuredness, authenticity, focus, courage, and authority. Let\u2019s explore what each looks like in the coaching context.<\/p>\n\n\n\n

Trait #1: Self-Assuredness<\/strong><\/h4>\n\n\n\n

The authors explain that good coaches are self-assured and have high regard for themselves<\/strong>. The service you\u2019re providing to your clients is the experience of interacting with you, so you have to show them that this experience is unique, life-changing, and worth their time and money. No one\u2019s going to pay a high price to be coached by someone who doesn\u2019t believe in themself. <\/p>\n\n\n\n

To cultivate self-assuredness, keep track of all the professional compliments you receive. Save them in a specific place, such as a folder on your computer desktop, and whenever you\u2019re feeling down on yourself, read through those compliments to boost your confidence. <\/p>\n\n\n\n

Trait #2: Authenticity<\/strong><\/h4>\n\n\n\n

Good coaches are true to themselves, explain the authors. Clients need to see from their first interaction with you that you offer them something no one<\/em> else offers: you.<\/strong> This means you should avoid imitating other coaches and do what you think is best and most in line with who you are<\/a>. Being true to yourself will make your job more enjoyable, allow you to attract the right clients, and make your clients willing to pay more for the experience of working with you. <\/p>\n\n\n\n

Trait #3: Focus<\/strong><\/h4>\n\n\n\n

Good coaches stay focused on their purpose, which is to help others<\/strong>. Avoid taking on unnecessary work or occupying yourself with distracting tasks that don\u2019t provide you with income. According to the authors, one reason many coaches get distracted is because they\u2019re trying too hard to please others. This not only distracts you from actually helping <\/em>people, but can also cause clients to lose respect for you as they see you spreading yourself too thin\u2014something you would explicitly coach them<\/em> not to do. <\/p>\n\n\n\n

Trait #4: Courage<\/strong><\/h4>\n\n\n\n

The authors explain that good coaches are willing to make courageous, daring recommendations that push clients out of their comfort zone<\/strong>. You may find yourself tempted to just listen to and sympathize with your client\u2019s struggles, but that\u2019s not helpful to them. People seek out coaching to make powerful improvements to their lives and careers\u2014not to find someone to merely commiserate with about their current situation. Courageous coaches are those who can handle the inherent discomfort of challenging their clients. This ability allows them to challenge their clients meaningfully.<\/p>\n\n\n\n

Trait #5: Authority<\/strong><\/h4>\n\n\n\n

Finally, the authors explain that good coaches are those whom clients see as strong authorities<\/strong>. Clients need to feel like you\u2019re someone worth listening to and that you know what you\u2019re talking about. This is particularly important when you\u2019re guiding your potential client to commit to working with you\u2014confident guidance lets them know what they can expect from you in future sessions. <\/p>\n\n\n\n

Part 2: Market Your Services<\/strong><\/h3>\n\n\n\n

Armed with the mindset of a successful coach, you\u2019re now ready to market your services to potential clients. Chandler and Litvin\u2019s advice includes three main marketing tips: 1) Look to your existing network to find clients, 2) research your potential clients, and 3) get started right away.<\/p>\n\n\n\n

Tip #1: Look to Your Existing Network <\/strong><\/h4>\n\n\n\n

The first step in building a client base is to brainstorm who could be your potential clients.<\/strong> Think of people you know or people others have referred to you. This will prevent you from seeking clients by cold calling, which the authors advise against. Calling someone out of the blue and trying to sell your services without knowing anything about them fails to convey what you can do for them\u2014it\u2019s essentially telemarketing. <\/p>\n\n\n\n

Tip #2: Research Your Potential Clients<\/strong><\/h4>\n\n\n\n

Before connecting with a potential client, do your research.<\/strong> The authors recommend looking your prospects up online and learning everything you can about their business, career, or whatever it is they might be looking for help with. <\/p>\n\n\n\n

Then get in touch with them, focusing on getting to know them rather than pitching your services. Ask them about what\u2019s going on in their life, their career, and so on. Don\u2019t try to prod them into signing on with you yet; this part of the process is about establishing a foundational relationship\u2014not necessarily a professional one. Ask them what kind of assistance they could use and offer to put them in contact with someone who could help them with the obstacle they\u2019re facing. <\/p>\n\n\n\n

Tip #3: Start Right Now<\/strong><\/h4>\n\n\n\n

The authors also advise that you start coaching right now<\/strong>. Even if you don\u2019t have a client yet, you can offer free or discounted sessions to get people interested enough to invest in a paid session with you. However, avoid going overboard with this\u2014your time and services are valuable, and you don\u2019t want to seem needy to potential clients. Additionally, because your services are valuable, avoid doing free coaching work for friends.<\/p>\n\n\n\n

This process of establishing a foundational relationship may take months and will require you to stay in close contact with potential clients. <\/p>\n\n\n\n

Part 3: Hold a \u201cShowcase\u201d Meeting<\/strong><\/h3>\n\n\n\n

Once you\u2019ve established a relationship with a potential client and confirmed that they\u2019d like assistance, schedule a time to have a \u201cshowcase\u201d meeting with them. According to Chandler and Litvin, this meeting should be like a mini-coaching session<\/strong>. This initial encounter should be long\u2014no less than two hours, according to the authors\u2014and you should spend this time showcasing all the traits of a successful coach. You\u2019re essentially letting them sample what it would be like to work with you so they can decide if they want more. <\/p>\n\n\n\n

During this meeting, say the authors, make sure that you\u2019re the one directing the conversation<\/strong>. This conversation isn\u2019t only about your client\u2019s needs\u2014it\u2019s largely about whether you <\/em>want to coach them<\/em>, and it should give the impression that your services are a limited commodity that your potential client should be seeking. <\/p>\n\n\n\n

Chandler and Litvin share several guidelines for driving these conversations: 1) Meet in a professional place, 2) be honest with the client, 3) uncover the client\u2019s true goal, and 4) showcase your work.<\/p>\n\n\n\n

Guideline #1: Meet in a Professional Environment<\/strong><\/h4>\n\n\n\n

According to the authors, your preliminary meeting is not <\/em>a social engagement, so have it in a professional\u2014not social\u2014environment<\/strong>. You should talk in a space that\u2019s conducive to clear communication and free from distractions\u2014for example, your office or a quiet public space. Don\u2019t take them to an extravagant restaurant or bustling coffee shop, or they\u2019ll leave with the impression that your services are about socializing and not actually coaching. <\/p>\n\n\n\n

Guideline #2: Be Honest With the Client<\/strong><\/h4>\n\n\n\n

Start by being completely honest with the potential client about their current situation<\/strong>, advise the authors. Don\u2019t beat around the bush or understate their problems to try to endear yourself to them; you need to paint them a clear picture of what they\u2019re facing. This will make them feel seen and heard because you\u2019re showing them you understand where they\u2019re coming from and what they need\u2014a taste of what they\u2019ll get from you in future coaching sessions.<\/p>\n\n\n\n

Guideline #3: Uncover the Client\u2019s True Goal<\/strong><\/h4>\n\n\n\n

Within those two hours, explain Chandler and Litvin, you need to find what the client\u2019s true goal is.<\/strong> This may not be obvious at first, and the client themself may not even know it until you uncover it together. It must be something they\u2019re excited about, but it shouldn\u2019t be something they\u2019ll easily accomplish without your help. If their goal is to become CEO of a business and they\u2019re already well on track to doing that, they don\u2019t need your services. <\/p>\n\n\n\n

Finding a client\u2019s true goal happens in two steps: First, ask them what their goal is. Then, ask them why<\/em> they want to achieve that goal or how it will improve their life. The life improvement they\u2019re seeking is their true<\/em> goal<\/strong>. And once you know it, you can assess whether their current plan is the best way to reach that goal. If they want to become CEO, your questioning might reveal that their true goal is to earn their colleagues\u2019 respect. Together, you examine their current path to see if it\u2019s the best way to earn that respect. For example, you might determine that they\u2019ll have more success more quickly by maximizing<\/a> their performance in their current position or by being more willing to admit their shortcomings and mistakes. <\/p>\n\n\n\n

Guideline #4: Highlight Your Successes<\/strong><\/h4>\n\n\n\n

Once you\u2019ve found your client\u2019s goal, show them what you can offer by discussing your success stories<\/a><\/strong>, giving them a sense of what you can accomplish for them. Chandler and Litvin explain that this isn\u2019t the time to be modest: Be clear and confident in showing off your work because that\u2019s what they\u2019ll be paying for. <\/p>\n\n\n\n

Part 4: Offer the Opportunity to Commit<\/strong><\/h3>\n\n\n\n

After you\u2019ve engaged in this initial conversation, the next step is to gauge the potential client\u2019s interest in your services. To do this, once your conversation reveals what your client\u2019s true goal is and what they need to achieve it, ask them if they need help.<\/strong> <\/p>\n\n\n\n

Chandler and Litvin emphasize the importance of pausing<\/a> here to let them think. This might be uncomfortable<\/a>, but it\u2019s important to let them process so they can make the right decision. You also don\u2019t want to seem needy by immediately pressing them for an answer. <\/p>\n\n\n\n

If They Say No<\/strong><\/h4>\n\n\n\n

Even if you have a great \u201cshowcase\u201d meeting, it\u2019s possible that your potential client will decide they don\u2019t need your help at this time. Accept the rejection gracefully, and end the conversation on a positive note\u2014and, Chandler and Litvin stress, don\u2019t bring up cost as a possible reason for their \u201cno.\u201d The client should leave the interaction thinking about what they could achieve if they worked with you, not how much it would cost<\/em> to work with you. <\/p>\n\n\n\n

Additionally, keep the door open: Let them know you\u2019re open to a future relationship if their needs change, and ask them if they have anyone they\u2019d like to refer to you. <\/p>\n\n\n\n

If They Say Yes<\/strong><\/h4>\n\n\n\n

According to Chandler and Litvin, there are four things to keep in mind once a potential client expresses that they\u2019d like to work with you. First, don\u2019t immediately dive into formal coaching.<\/strong> You may be tempted to start giving them advice right away, but you need to wait until your first official <\/em>session to do this. Second, set up a time and date for that first real session. Third, don\u2019t discuss price just yet. Instead, when they ask how much it will cost, explain that your services are customized for every client and that your focus will be on results, not cost.<\/strong> The fee will depend on what specific plan the two of you work out together based on their needs, which you\u2019ll decide in the final stage: closing the deal<\/a>. <\/p>\n\n\n\n

Fourth, even after they\u2019ve expressed interest, continue to convey that your services are in high demand.<\/strong> The authors recommend giving a specific time and date for the first official session, instead of offering wide windows of availability. If the client asks you to schedule a time based on their <\/em>availability, let them know that this won\u2019t work for you. This shows them that your time is valuable and limited, reinforcing the idea that there\u2019s high demand for your coaching. <\/p>\n\n\n\n

Part 5: Close the Deal<\/strong><\/h3>\n\n\n\n

The final step in transforming your \u201cpotential client\u201d into your \u201cclient,\u201d<\/strong> is<\/strong> making a firm offer for your services<\/strong>, explain Chandler and Litvin. <\/p>\n\n\n\n

This is where you\u2019ll give them a roadmap for what your relationship would look like. Based on the needs they\u2019ve expressed to you, you\u2019ll explain how often you\u2019ll meet and for how long, what the cost will be, and what exactly they can expect from you. And importantly, tell them what you\u2019ll need from them<\/strong>: namely, that they need to be willing to make daring moves, get out of their comfort zone, be completely honest with you, and make all the agreed payments. <\/p>\n\n\n\n

Once your client commits to your offer, you can both courageously move forward in making their goals a reality.  <\/p>\n\n\n\n

Practical Tips to Maximize Your Coaching Abilities<\/strong><\/h3>\n\n\n\n

Chandler and Litvin also offer some more actionable tips to improve and maximize your skills and what you offer to your clients. Here, we\u2019ll explore six tips: taking joy in the process, devoting yourself to one client at a time, taking a client-centered approach to your work, getting your own coach, constantly building your client base, and reframing rejections positively.<\/p>\n\n\n\n

Tip #1: Take Joy in the Whole Process<\/strong><\/h4>\n\n\n\n

The authors explain that many coaches adore the coaching aspect of their job, but they dread the client-building aspect. A good coach takes equal joy in both of these activities<\/strong> because they\u2019re both essential to their job. After all, you can\u2019t coach if you don\u2019t have clients, and there\u2019s no reason someone would want to be your client if you\u2019re not an effective coach. <\/p>\n\n\n\n

Tip #2: Devote Yourself to One Client at a Time<\/strong><\/h4>\n\n\n\n

Chandler and Litvin also recommend that you focus on one client at a time<\/strong>. Don\u2019t set a goal of getting a certain number of clients; instead, think about acquiring clients as a one-at-a-time process. Your goal is to wholly devote yourself to one client, sharing in that person\u2019s every desire, until your work with them is done.<\/strong> This doesn\u2019t necessarily mean you should only have one client at any given time, but in the moments when you\u2019re working with them, they should be the only thing that matters. <\/p>\n\n\n\n

Tip #3: Take a Client-Centered Approach<\/strong><\/h4>\n\n\n\n

Remember that coaching is about your client, not about you.<\/strong> Chandler and Litvin explain that everything you do should be centered on helping your client and drastically improving their life. What matters is what the client wants and how they\u2019re going to get there. What doesn\u2019t <\/em>matter is what you want or need. In fact, clients shouldn\u2019t feel like you need them at all; they should feel like they <\/em>need you<\/em>. <\/p>\n\n\n\n

Tip #4: Get Your Own Coach<\/strong><\/h4>\n\n\n\n

Additionally, Chandler and Litvin recommend that you invest in coaching services for yourself<\/strong>. As a coach, you already know how valuable and important the work is. And since your coaching is devoted wholly to your clients, you can\u2019t coach yourself<\/a>. This means you need to work with someone else who will devote all of their attention to drastically improving your life. This will not only bring you greater success as a coach, but it will improve your coaching skills as well. <\/p>\n\n\n\n

Tip #5: Constantly Build Your Client Base<\/strong><\/h4>\n\n\n\n

Chandler and Litvin explain that many coaches fall into the trap of vacillating between a full client list and a nearly empty one. Such coaches build a strong client base, but then over the course of a few months they complete their contracts with those clients and return to having no clients. This can make you fearful of your job security<\/a> and reduce your income. To counter this, the authors say that once you find yourself with a full client list, you shouldn\u2019t get complacent. Continue to look for potential clients everywhere you go<\/strong> so you always have new ones coming in. <\/p>\n\n\n\n

Tip #6: Reframe Rejections Positively<\/strong><\/h4>\n\n\n\n

Finally, Chandler and Litvin explain that you need to get comfortable with rejection<\/strong>. While it can be discouraging when a potential client passes on your services, failure is a necessary part of success. Failing a lot shows that you\u2019ve made many attempts\u2014and many attempts will also lead to many successes. Additionally, even if someone says no to you at first, your interactions with them may open the door to a future professional relationship or lead to a referral. <\/p>\n","protected":false},"excerpt":{"rendered":"

What’s The Prosperous Coach by Steve Chandler and Rich Litvin about? Do you want to become a professional coach? In The Prosperous Coach, Chandler and Litvin explain how to take on the mindset of a successful coach and market yourself to potential clients. They also describe their process for building a client base for a thriving coaching business through deep, meaningful conversations. Read below for a brief The Prosperous Coach book overview.<\/p>\n","protected":false},"author":14,"featured_media":136159,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[40,45,104],"tags":[1667],"class_list":["post-135798","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-books","category-business","category-marketing","tag-the-prosperous-coach","","tg-column-two"],"yoast_head":"\nThe Prosperous Coach: Book Overview and Takeaways - Shortform Books<\/title>\n<meta name=\"description\" content=\"In their book The Prosperous Coach, Steve Chandler and Rich Litvin argue that coaches need to have a sales mindset. 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