Know your clients aspirations - coaching sales

Many coaches go to great lengths to meet what they believe are the needs of their clients. However, they often do not spend the time necessary to learn about their clients' aspirations and, as a result, they act more motivated by their own interests and beliefs than by achieving an outcome that truly meets what the client needs.

This is one of the reasons why discovery sessions are critical to successful outcomes. It is crucial to take these spaces seriously and to offer total freedom for the client to express him/herself sincerely.

In this guide, we will address some key elements about the importance of getting to know our clients' aspirations.

Why should I strive to know my customers' aspirations?

When you ask yourself why you should strive to understand your customers' aspirations, remember the famous phrase "the customer is always right". Keep in mind that whoever comes to you and trusts your services expects you to help them satisfy their interests and solve needs that they have not been able to address on their own. Therefore, it would be a mistake to think that you can understand better than the client what he wants from your services.

By striving to understand your clients' goals, you also protect the quality of your work. It is unwise to invest time, energy and resources in objectives that do not align with what the client expects from you. Once you understand their aspirations, you will be confident that your actions are headed in the right direction.

What is the right place to delve into my clients' aspirations?

The ideal place to learn about your clients' aspirations is during discovery sessions. These sessions are the prelude to the concrete work you will need to do to solve the problem you have been assigned. You should establish a number of sessions according to the specific needs of each case.

During these sessions, it is crucial to show a genuine interest in each aspect that the client shares, enabling spaces for a fluid exchange and delving into their true interests. In this way, you will be able to know the real magnitude of the situations you will face and the best strategies to apply to obtain satisfactory results.

What is the best way to learn about my clients' aspirations?

As we mentioned, discovery sessions are the most appropriate place to learn about your clients' aspirations. There are several resources to obtain this information, but the most effective is the use of questions. Questions allow us to be precise in what we want to obtain, and by being direct, we show the client that this is the time to be honest and communicate their true intentions regarding engaging your services and the results they expect from you.

Consider asking questions such as:

• What motivated you to engage the services of a coach?

• What results do you hope to achieve through these sessions?

• What are your three main objectives to develop during the sessions?

• By asking these questions, you ensure that your work is aligned with the client's desires and expectations, rather than what you think is their need.