I am as guilty as any private coach when selling my services.  You have a prospective new client in front of you and you start discussing all the fabulous people you have had the pleasure to work with.

You start discussing this athlete that won a state title and that athlete that is participating at that college.  I’ve been training for so long that I typically do have someone who played at a high level for each sport that I can use as an example of success.

You naturally try to work that in the conversation with the prospective client.

And I’m sure that does catch a little bit of attention from the prospect, but that isn’t what should be focused on the majority of the conversation.

What should be focused on is HOW you are going to work with the prospect and get him/her to achieve the goals that are desired.

Once the goals are discussed, you need to explain to the prospect the step by step approach on what you will do to make sure that prospect gets the best training possible.

For example:

  • “Let’s discuss what goals you have and why those are important to you?”
  • “I am going to put you through an individual assessment to see how you move as an athlete and what your strengths and weaknesses are.”
  • “Based on what I saw during the assessment and what you have told me are your goals, this is the program we will put together to help you accomplish those goals.”
  • “By putting you through these drills, we will correct or help some of your weaknesses and continue to develop your strengths and I believe that will put you in a better position for success.”
  • “We will customize the plan to your needs and provide the proper instruction so you won’t hurt yourself, but you will continue to grow as an athlete.”

Something like that discusses the HOW about your coaching.  This is a little more important to parents than WHO you have coached.

Now you can certainly take that WHO and discuss some of the things that you did with them to help get them in the position of their success.  For example:

“One of the athletes we worked with, Joe, became a state champion discus thrower.  Just like you, he came to us with goals.  After assessing, we saw that one of his weaknesses was power exertion from his legs.  We customized our training for him to work on that area and eventually he really generated a lot of power with his legs.  This ultimately helped him throw the disc much further.  We will do the same for you.  We will assess your weaknesses and see if we can emphasize some of the training to correct those areas, yet still work on developing your overall athleticism to make you better in your sport.”

By focusing on the HOW and not being blinded by the WHO, you as a coach can convey the best possible solution for your prospective athlete.  They can get the program they want and the success they crave.

Ultimately, they will become a WHO for you.  You can still brag about your WHO’s, but understand it is the HOW that helped get the success for every WHO you coach.