Lasting Client Relationships: Delivering Value Throughout the Coaching Experience
by MARTHA KESLER
Discover the transformative power of aligning coaching values with client needs—a strategic approach that not only fosters lasting relationships but also propels your coaching services to new heights of success.
In the competitive landscape of coaching services, the ability to deliver value to our clients is paramount for success. Connecting with the right coach is important to our clients and delivering what a client needs starting at the initial touchpoint can make all the difference in the relationship. At the heart of this selection process lies the ability of a coach to meet the needs of individuals in a way that not only satisfies but exceeds their values.
Values, defined as what is important to individuals, appeal at a visceral level and drive the decision-making process both consciously and subconsciously, making each interaction critical.
The significance of these interactions cannot be overstated. Our clients want to experience each interaction throughout our coaching relationship with the sense we know what is important to them. If they have this feeling, the likelihood of the individual selecting us, returning and continuing to interact with us, investing in coaching and recommending us increases. Conversely, if the response falls short of meeting values, interactions will be less effective and may cease. The referrals will never come.
Ultimately, there are seven key behaviors that any business desires from its clients:
Recognition as a preferred service provider.
Consideration for various opportunities.
Endorsement to others.
Consistent selection for opportunities.
Reliance as a source of information.
Embrace coaching by investing at its true worth.
Timely financial commitments.
As both coaches and business people, we can foster an environment that inspires individuals to exhibit these behaviors. First, we must thoroughly understand the value drivers of our clients. That is, what is most important to them? What do they need or expect at every interaction in our coaching relationship. Value drivers have the power to predict future behavior, unlike satisfaction, which is past-based. The best way to uncover these value drivers is to ask!
Fit, as it relates to the coaching relationship, is mutually important. As coaches, we ask hard, probing, and insightful questions. We help our clients with accountability to themselves and their goals. Sometimes, they may not be happy or satisfied with us. They may not like us. Yet, ultimately, what is important is that they realize value from the coaching we provide.
By consistently aligning with their values, we as coaches can build lasting relationships, secure repeat business, and receive referrals. Do not assume you know, ask. Asking about values, preferences, and what matters most to them can provide invaluable insights. Being proactive enables you to align your approach with their expectations and ensure a relevant and sustainable relationship.
In the realm of coaching services, delivering customer value goes beyond the service itself; it involves understanding the unique needs and values of each individual.
More about Martha Kesler
Senior leader and Transformation coach with a successful track record of managing complex organization challenges and developing practices and programs that enable executives, leaders and team members to perform at their best, contribute to overall organizational performance, and prepare for future opportunities.