How to Become a Business Coach

Selling Business Coaching During a Crisis

By on May 1, 2020

Over the past weeks, I’ve been SO encouraged by how our global network of 6,000+ business coaches have run like first-responders to the front-line of the battle for the survival of small to midsize businesses! But many of them are asking the same question: “I know business owners need coaching now more than ever–but how do I go about selling business coaching during a crisis?”

The truth is, the COVID-19 crisis isn’t going away on both critical fronts: public health AND the global economy. As businesses have been forced to close their doors to slow the spread of the virus, the U.S. Chamber of Commerce estimates that 25% of small firms have temporarily shut down. And one in 10 SMBs say they’ll have to close down permanently in less than a month.

But we’re hearing amazing stories from coaches who are leading their business-owner clients through the Crisis Leadership Model:

SHOCK => ADAPT => EXECUTE => SCALE/FAIL

Businesses that were about to close their doors have been adapting, executing, and scaling faster and bigger than ever — because of you, the business coach!

Why Business Owners Are More Willing to Talk Now

However, the #1 challenge for business coaches right now is how to explain your value to business-owners facing imminent collapse so they’re willing to pay for your help.

Business owners are answering their phone and talking to business coaches with an eagerness we haven’t seen since the great recession of 2008-2010!

Business owners are answering their phone and talking to business coaches with an eagerness we haven't seen since the great recession of 2008-2010!

Business owners who wouldn’t give you the time of day just one month ago will now gladly talk with you for 30 seconds to 30 minutes IF you know what to say. 

What to Say When You Get Them on the Phone

You MUST know how to position your value within 30 seconds flat, or it’s game over. If you do, you’ll be able to book a Complimentary Coaching Session and land a paid coaching gig.

Here’s the script our coaches have been using over the past couple weeks:

“Hi ________, my name is _______ with ________ Business Coaching. Right now I’m helping my business-owner clients leverage the opportunities in this crisis by right-sizing their expenses, while quickly adapting their business to drive revenue and hold onto their best talent at a time when everyone else is downsizing, hiding and watching their businesses fade away. Would you be open to some help with this?”

And, THEN, you’ve gotta be ready to discuss the relevant “Silver Bullets” — the solutions we offer to the challenges business owners face. For example: the Break-Even Plan, Revenue & Profit Budget, Cash Gap Plan, USP & Guarantee, Tactical Marketing Plan, Sales Management System, Key Performance Indicator System, to name just a few.

Let’s keep serving, giving, and pouring ourselves out this week!

Want more great tips like these? Join our FREE weekly coaching sessions each Monday! Coaching Through Corona: How the World’s Top Business Coaches Are Helping Their Clients Survive and Scale Through This Crisis. Register HERE

Eric Dombach

About Eric Dombach

Eric Dombach is the Founder of Coaches’ Coach. In 2001, he founded a business coaching firm that, by 2005, was generating more than $1 million USD in revenue, 23% operating profit, and average annual growth rate of 140% per year. In 2005, he sold the firm to 4 of his employees for $1 million U.S. dollars, generating a return on capital of more than 800%. Since then he has trained more than 1,300 independent and franchise business coaches in the United States, Canada, Mexico, Europe, and Australasian markets.

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