Perry Marshall is credited with the following quote:

“Nobody who bought a drill actually wanted a drill. They wanted a hole. Therefore, if you want to sell drills, you should advertise information about making holes – NOT information about drills.”

Likewise, if you want to sell coaching, you should feature the benefits that people derive from coaching. Namely, a better life. Nobody really wants a coach. They want to eliminate some pain they are experiencing and coaching can be the catalyst that enables them to overcome it.

If a person is comfortable with their current degree of discomfort, they are not even a candidate for coaching. When the discomfort becomes unacceptable and it becomes apparent that coaching can overcome it, that person is ready.

The sad reality is that most people live with their discomfort unnecessarily. They believe that changing some aspect of their life will be unsettling or even hazardous.

When people do make constructive changes, a whole new world of joy and pleasure is revealed to them.

We can begin with little changes. When they are accomplished, we can move on to bigger and bigger improvements until we are enjoying a life we dared not even dream about in the past.

As more and more of us follow this path, we will create a whole world of healthy, abundant and joyful people.

Filed under: Change

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