Clients Do Not Know Their True Challenges

What is the client's true challenge?

As a coaching instructor, I often have the opportunity to listen to the consultations and concerns of those who have just become coaches.
When they are looking for new clients or talking about what kind of coach they want to be, I always ask:

"What kind of challenges do you solve for your clients as a coach?"

When I do, the answers I often get back are:
"I want to support them in living true to themselves."
"I want them to have more confidence in themselves."
"I want to help them live a vibrant daily life."
I hear these kinds of words often.

That answer is surely correct

The challenges clients face...
Yes, that answer is surely correct.
The true challenges of people receiving coaching (especially personal coaching) are
often exactly what these novice coaches are putting into words,
and I believe this means the coaches have a solid grasp of their clients' challenges.

Coaching is about helping clients realize what they truly need

On the other hand, how many people would be moved by the pitch, "If you receive my coaching, you will be able to live true to yourself"?
(Hmm, it sounds a bit like a religious solicitation, which makes me a little nervous...💦)
This is what people who struggle to acquire clients as coaches often do!
They preemptively tell the client what they truly need.
(This act itself is already contrary to the philosophy of coaching!)
But you see, clients do not know their own true challenges.
Some people know them potentially, but in most cases, they have not surfaced.
Therefore, they do not think at all that they need "that."
That is why the content they come to consult about is...

Use coaching for your sales pitch as well

Even though your coaching skills are solid, the moment you decide to sell your own coaching sessions, do you suddenly switch out of coach mode and start appealing by saying, "I can do this, I can do that"?
If you thought, "Oh!", please try using the same approach for sales as you do for coaching.
Why are you interested in coaching?
What are you feeling fuzzy about?
What kind of self are you aiming to become by receiving coaching?
Why is that?
・
・
・
...By concretely asking these kinds of questions one after another, the client should be able to realize their true challenges.

You can only make a proposal once the client's potential challenges come to the surface
After listening to a lot from the client and drawing it out,
only when they recognize, "This is my challenge!"
should you try telling them,
"In my coaching, I will handle your challenge in this way."

This method of selling while drawing out the other party's potential challenges is not limited to coaching. It is possible to capture a customer's heart using this method in all services, including not only intangible goods like counseling, training, and courses, but also tangible goods.