Avoid an excess of formalism towards your customers - coaching sales

Not all formalities are equally effective in different professional environments. The relationship between coach and client requires an atmosphere of trust and authenticity that facilitates the identification of the client's concerns and needs, which will allow us to address them with effective strategies. When we manage communication in a simple way, we can go deeper into the aspects we want to discover, reducing the barriers that may arise due to the novelty of meeting a coach for the first time.

In this guide, we will examine some key aspects related to formalities and their impact on the relationship with our clients, so that you can improve your communication skills and make your coaching sessions more effective.

Formality within a coaching session

Many coaches mistakenly understand formalism as an indicator of professionalism. However, professionalism and formalism are not synonymous, you can be an excellent professional without following formalities that do little to enhance the quality of your work. Moreover, formality should not be confused with politeness or politeness, as they are different concepts, formality refers to a set of rules, generally non-verbal, that guide our behavior.

In this sense, formality does not contribute to the communicative relationship between a coach and a client. What we are looking for is for our client to express him/herself as authentically as possible, creating a space of trust where he/she can communicate freely. How can we achieve this if we impose rigid conditions on our communication?

Use clear and simple language

Excessive use of technical, pompous or complex language to demonstrate our knowledge is one of the worst practices a coach can adopt with clients. It is essential to understand that within our clientele there will be a remarkable diversity of people, with different levels of education, vocabulary, ages and previous experiences. If you cannot explain concepts in a way that even a child can understand, it is difficult to be considered a good professional.

The key to conveying knowledge lies in our ability to break down the complex into simple elements that are accessible to the listener. Always use everyday language during your coaching sessions, as your main objective is for your client to learn, not to be impressed by you.

Break down communication barriers

In the first interactions with our clients, there are usually several communication barriers that turn the conversation into something formal, which prevents naturalness in expression. These barriers include shyness, awkwardness and the coach's sense of superiority in the relationship. Work to break down these barriers to create an environment of trust. Start by showing yourself the type of communication you want to establish in future sessions.

If your goal is for your client to be authentic, start by being the one to express yourself naturally, avoiding taking a dominant stance in the relationship. Naturalness is built through an informal manner, which, as we have mentioned, is not incompatible with politeness or courtesy.