How to Sell Training & Coaching in Bad Economic Times
Bad economic times provide unique opportunities for coaches and trainers. On the one hand, resources are scarce and few people have the money to pay for personal coaching. On the other hand, a rough economic climate places an increasing number of individuals and companies in a position to benefit from coaching and training. Job losses precipitate career changes. Personal and professional upheavals make potential clients ripe to explore new paths and build skills. Successfully selling coaching and training during bad economic times depends on convincing potential clients that they can't afford to not take advantage of your services.
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Instructions
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Redesign your website to emphasize the importance of career coaching and training in a bad economy. Target your message to potential customers who are out of work as well as others who are hesitant to leave jobs where they feel constricted out of fear that they will not find a better position. Emphasize the negative aspects of holding onto a safe job, even in a bad economy. Refer to stress, demoralization, and a sense of stagnation. Stress the alternatives that coaching and training make possible, such as realizing your potential and enjoying your work.
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Devote a section of your website to promoting the benefits of executive coaching and training during bad economic times. Emphasize the importance of building skills in order to compete effectively in a difficult market. Offer to train executives to adapt to declining customer demand by offering new products and services and also by conserving resources. Introduce programs targeted to teaching managers to build employee morale in the face of uncertain circumstances.
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Offer complimentary initial consultations to encourage potential clients to try your services. Research the types of positions most likely to be available in a bad economy and steer potential clients towards these options, provided they are a good fit. Encourage potential clients who may be interested in starting their own companies to seriously look into this possibility. Emphasize the fact that fledgling entrepreneurs do not need to rely on the job market to find employment: they are limited only by their own resourcefulness, perseverance and ingenuity.
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Offer reduced rates to existing businesses willing to take advantage of your services. Train managers and employees how to build their skills or adapt to changing circumstances. Negotiate flexible payment plans, tailoring your billing practices to accommodate the company's specific needs. Your willingness to defer payment can be a powerful selling point for a company executive who is unsure whether he can afford your services. A flexible payment schedule can also demonstrate to a potential client that you are confident of your ability to help his company.
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Write articles about searching for jobs and switching to the right career. Submit these articles to local newspapers and magazines that are compatible with your approach to coaching. For example, if you take a spiritual apprach to career counseling, write articles targeted to publications that specialize in holistic living. Maintain a blog, and post regular content about the challenges and opportunities related to finding a suitable career path in a bad economy. Write a by-line article that tells potential clients that includes your contact information and mentions that you are available for individualized coaching and training.
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References
- Photo Credit Young business man and woman at office image by dimis from Fotolia.com
