Elevator Speech Template: What to Say When it Really Counts

May 6, 2011 by

“How Do I Share the Value of Coaching?”

This question the bane of many a coach.

Many coaches try to describe the value they offer through describing the process of coaching. “Working one on one together we will evaluate where you are at, define where you want to go, and create action steps to get you there.”

This is wonderful information. The only problem is, no one cares.

The value of coaching lies not in the process but in the outcome. In how the client’s life will be different after coaching. This is a BIG reason why having a niche is so incredibly important. You can truly understand what your ideal client is going through and what they really, really want. The value you offer is the illustration, the visual of how life will look, feel, smell, taste, and “BE” after the coaching process. Your job, at least in the description phase, is to give them hope and help them see themselves in the position you are describing.

To do this, here is a guideline for talking about coaching and how you help people:

First identify who you best help: this is your target audience.
Next, describe what they are currently facing
Then, the benefits of working with you – this is the ultimate outcome
Next, where’s your proof – this is your case studies, testimonials, etc.
Finally, your call to action – always suggest people take a step whether it is check out your website, read one of your articles, call you to find out more information or sign up for a program.


You: I work with __(target audience)_____ who are experiencing _(challenge)____________.

Them: Really? How do you do that?

You: Well, together we work to create _(benefits – how life is different)______.

Them: How do you go about doing that?

You: For instance, one of my clients ____(case study)_____.

Them: That’s really interesting, I could use something like that.

You: Well, if you are experiencing something similar, _____(your call to action)____.

Ideally, this is how a conversation should go. Never, never, never talk about the process. At this point they really don’t care. All people care about is 3 things:

  • Do they understand my situation?
  • Do they understand me?
  • Do they have the solution that is right for me?

Don’t believe me? Remember that old Dr. Pepper commercial – “Be a Pepper?” Ok, I’m really dating myself here, but this commercial is brilliant. Their target audience was a younger crowd. Young people are an interesting mix of wanting to be unique AND have that sense of belonging. Those are 2 of their most basic needs.

The commercial shows that they understand the situation of a young person (a young person is singing it), they understand the plight of young people (wanting to be in an original crowd), and Dr. Pepper will help them achieve that. Check it out:


See what I mean? This was a hugely successful commercial because it answered the 3 questions above.

So, when DO you talk about the coaching process?

When you get further into the discussion or have established more of a trusting relationship (their trust with you that is) then you can go into the process of coaching. But only after they completely understand that you completely understand them.

Until then, please remember the 3 questions that EVERYONE wants to know first off.


Kathy Jo Slusher-Haas

Market Your Coaching Business



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