If you want people to hire you based on your value, you have to be able to tangibly show and communicate your value with impact. Often coaches understand what, how and why they do what they do, but lack the ability to skilfully convey how
their work is of value to the other person in the conversation. And judging by the aforementioned poll this is a REAL problem.
Case in point –
How many coaches do you know that do great work but no-one knows they exist?
I’ll bet, too many!
In my experience, the ability to communicate our value is the most under-developed skill in the modern-day S&C coach. For the record, I haven’t gotten this right every time and I’ve experienced my fair share of unsuccessful applications
and fluffed interviews. But I’ve learned through experience that the more I approached job applications with a thoughtful plan, the more success I’ve had.
When we talk about articulating our message, we must think in wholesale terms of what and why this may be of value to the person we engage. We live in an industry and time were information is readily available, skilled coaches are plentiful,
and there are hundreds of coaches with the requisites to do a job. Employers aren’t interested in someone who can ‘just do the job’, they want someone who can solve their problems, bring something unique to the organisation, and help transcend
the current level of service. In essence, can you be an influencer?