ANNA BERGSTROM

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Three Shifts to Find Your First (or Next) Client

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ANNA

I empower owners and leaders to build and lead with empathy for impact.

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There’s a mindset shift that takes place as you transition from being a coaching student to being a coaching business owner. I call this shift The Bridge.

When you cross The Bridge, anxiety about your own readiness fades and you focus instead on the person waiting for your help: your ideal client. 

Imagine your Bridge: Is it long or short? What’s it made of? Does it seem sturdy or shaky? Simply notice. 

When you decide you’re ready, take your first step onto The Bridge.

Once you’re there, pause: How does it feel? Can you see anyone waiting for your help on the other side?

Crossing The Bridge is a process that takes courage and commitment. To help you take the next step, and the next after that, here are three mindset shifts for you to consider:

1. Shifting from Consumption to Contribution

As a student, you learn by following the example of others. As the CEO of your own coaching business, you lead by sharing your own perspective. 

Make the shift: Spend 20 minutes writing for your ideal client today. Sharing your perspective is like sending up a beacon for your ideal client to find you. Tip: If writing and publishing feels like too big a step to take at once, give yourself permission to write now and publish later.

2. Shift from Busy to Revenue-Generating

Busy-ness is a trap. For example: While you do need a coaching website, spending hours polishing it likely won’t help you land your next client. 

Making the shift: Ask yourself, “How did I land my last paid or practice client?” Then, go do that again. If you don’t yet have paying clients, this time rather than offering free services, ask for the sale.

3. Shifting from Permission to Proactivity

We all feel under-confident at times. In response, students often seek out additional credentials or certifications. Coaching business owners roll up their sleeves and take action. 

Making the shift: Remember: confidence is a choice, not a state of being. Roll up your sleeves and take one small step forward in your coaching business. Then, notice how you feel. 

Questions for reflection:

  • Which of these three shifts feels the scariest right now? 
  • Which of these three shifts feels the most accessible to you right now? What’s one small step you could take to begin the shift?

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