How to be your ideal client's obvious choice to work with

I was casually scrolling through my Instagram feed when an ad jumped out at me from between posts about learning guitar, managing ADHD, cute rescue beavers, and Neil Degrasse Tyson talking about the cosmos.

I had been looking for fresh ideas for enrolling clients in my programs because I was tired of running launches. But I’d been disenchanted by most of what I saw other “experts” teaching. None of it felt good to me.

Something about Ross O’Lochlainn’s free book offer stood out. So, I signed up to get the book…and promptly forgot about it.

Marketing: A Series of Well-Timed Patient Invitations

That didn’t deter Ross. He didn’t come at me with relentless marketing until I said yes or no. He just kept showing up with invitations, checking in to see if the time was right for me to take the next step.

At first, I ignored the overtures, worrying about getting pulled into an obnoxious bait-and-switch sales conversation as I had been many times before.

It was months before I finally replied to one of his casual invites to attend a three-hour action-focused workshop about setting up his system for enrolling clients consistently without launches.

While attending his workshop, I realized.

I liked Ross’ way of thinking about marketing, sales, and business—not surprising given we shared a background in engineering.
His workshops were value-packed and gave me a clear idea of what it would be like to be his client.
I came away with new ideas and perspectives about marketing and sales…exactly what I had been looking for.

I felt no pressure from Ross to take the next step, which opened me up to responding to more of Ross’ invitations.

He invited me to a one-on-one call. Then another. They weren’t heavy sales calls. He freely gave his time, helping me gain clarity and make an action plan.

He was happy to dedicate the time because I had shown the timing might be right for me to work with him.

The Proof

All along, Ross had been demonstrating his approach to client attraction and enrollment, and I liked it!

His approach felt permission-based and respectful…not high-pressure.
He didn’t rely on launches or the usual gimmicks.
Most of all, I could see myself using a similar approach.

The time was right. I’d found my next coach.

I confidently and excitedly made a one-year commitment to work with him.

The Results

Over the past year, I’ve integrated a number of Ross’ strategies. My marketing and sales are better aligned with my strengths and values.

Best of all, when I get on a call with someone who wants to explore working with me, they say things like this.

“I booked this call because I never felt pressured by you.”

“The way you market and sell feels different. I want to learn how you do it.”

“I don’t often book these calls, but you made me feel so comfortable all resistance melted away.”

The Big Takeaway

When choosing a business coach to work with, it is vital to consider these two things:

How do their content, messaging, and customer journey make you feel?
Can you see yourself using some of their client attraction and enrollment strategies? Would it feel aligned with your strengths and values?

We’ve all been led to make buying decisions by the marketing and sales strategies that play on the particularities of our brains.

While credibility and track record are important, checking in with your mind, heart, and body to see how the person makes you feel when you interact with their brand—especially when they are marketing or selling—is essential for finding the right business coach to work with next.