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I mentioned in our latest business newsletter that I’ve been doing more executive coaching in the last couple of years.

Here are the things that have struck me when it comes to interacting with these folks.  I believe my takeaways will provide insight for the folks I write this letter for … small business owners … solopreneurs … service professionals.

You love what you do, and people value and appreciate the service you provide. Doesn’t matter whether you’re a business coach like me or a landscape architect or a Chinese medicine practitioner, you’ve found a square hole for the square peg that is your talents and skills.

Hallelujah.

Consider yourself lucky.  Far too few people find themselves in this extremely enviable position of having found their “calling.”

So, why would you ever want to change things up?  Why would you want to expand your reach and take on new challenges?

I had an experience recently that made me appreciate something more deeply than ever before.  And, as a business coach who helps people bring in new business, I wanted to share the story with you.  I think it teaches an important lesson. 

But first …

True or false:

Being successful at selling your services is all about becoming skillful at persuasion.  You have to promote the benefits of working with you to prospective clients and get them to want what you’re offering.

Last week, I had an open day with no coaching clients, which allowed me to schedule a couple of medical appointments.  I wasn’t looking forward to the first one at all … my annual visit to the gynecologist.  Now, I know you women know what I’m talkin’ about!  And you boys, you have your own version.  Nothing fun about these check-ups.

In fact, I was surprised to be feeling a fair amount of trepidation when nothing was physically amiss. 

Overconfidence.  Can it be a problem?  Sure.  Think of a time when you were really confident about some outcome and things didn’t work out the way you’d expected.  You come away disappointed and chastened.  It’s just part of the human experience.  BUT … as a business coach, overconfidence isn’t a problem I see all that often.

It’s the end of the year.  It’s the natural time to reflect on what you did and didn’t do this year … what worked and didn’t work.  You don’t need a business coach to tell you that.

But it’s the holiday season.  Who has the time for a deep dive? 

So, let’s cut to the chase and focus on one simple question.

A good coach is trained to ask questions … not necessarily to impart their own “wisdom.”  So, here goes.   I want to ask you two questions with my business coach hat on.

In pondering the answers to these questions myself, it’s opened up HUGE things for me … things I haven’t seen before …  new possibilities for my future.  That’s why I’m presenting them to you here.

And, trust me, this isn’t just another visioning exercise.  I’ve done a ton of visioning in 20 years of coaching.  This is different.

Here’s a scenario I see all too often as a business coach …

The “service professional” … whether that’s a coach, consultant, or wellness practitioner … does a complimentary consultation with a prospective client.  They’re excited.  They feel as if the session went really well and the prospect got solid value.

I ask them where things stand and I hear these fateful words …

As a business coach who focuses primarily on marketing, I help service providers create a positive impression of themselves and what they can provide for folks as they reach out to people in their target markets. 

But it’s important to understand that when you “reach out and touch” folks in your target market, those touches can be superficial and fleeting or they can be more profoundly affecting and enduring. 

There are lots of ways to create a positive impression, but only some create a lasting impression.  Others create a flash in the pan that vanishes like a wispy cloud on a windy day … like a social media post or an email blast.

Nothing wrong with those.  They just don’t typically resonate beyond the moment.  Why is that important? 

Well, first of all, there’s the depth of the connection.  But there’s more.  What if you get the chance to introduce yourself to folks in your target market and they either don’t need you at the moment or they aren’t quite ready to move forward at that time for whatever reason? 

If the impression you create isn’t strong and lasting, they aren’t gonna remember you when they do need you and are ready.

So, guess which encounters create more deeply affecting, longer lasting impressions? 

There it is again.  That word.  It makes my skin crawl.  As both a business coach and just as a regular person, I literally flinch when I hear it.

What’s more, it speaks volumes about the mindset of the person speaking it.