Book Yourself Solid for Coaches and Consultants

CHAPTER 2Why People Buy What You’re Selling

Before everything else, getting ready is the secret of success.

—Henry Ford

The next few steps we take down the Book Yourself Solid path will either feel like you’re skipping over stepping stones or like you’re taking giant leaps of faith. Either way, these few steps will be well worth the time spent. Stay by my side as we walk and work together on getting you booked solid.

Taking the following four steps will help you keenly understand why people buy what you’re selling, an essential component in creating demand for your services.

• Step 1: Identify your target market.
• Step 2: Identify the urgent needs and compelling desires of your target market.
• Step 3: Determine the number one biggest result your clients get.
• Step 4: Uncover and demonstrate the benefits of your investable opportunities.

Step 1: Identify Your Target Market

Now that you’ve looked at the qualities of the people you want to work with, it’s time to identify your target market, that is—the specific group of people or businesses you serve. For example, your target market might be seniors in Vancouver, British Columbia, or mothers who have their own home-based networking marketing business or orthopedic surgeons. Your ideal clients are a small subset of the target market you choose to serve. Remember, your ideal clients are those individuals who energize and inspire you. Your target market is the demographics of the group you’re most passionate about serving. Your ...