What the WIIFM: Why Coaches Get Blank Stares When They Explain What They Do

May 6, 2011 by

How many times have you been at a networking event and someone asked you, “What do you do?” And as you explain, “I am a coach. I help people transform their lives and businesses so they can be more productive and happy.”

What do you get in return? A glazed look, a polite nod, and a quick “Excuse me.”

The reason? You forgot the WIIFM. The WIIFM, what’s in it for me, is the natural radar we all always have on that is on the look out for anything that can help or harm us.

You as a coach have so much to offer, but people don’t care what you DO, or how you do it (your process). They only care about 3 things

  • Is this for me?
  • Do you understand me?
  • Do you have the solution I am looking for?

When you can address these 3 questions, people will actually be able to hear and understand how you can help them or someone they know.

Think about the situation they are experiencing. What is the pain as it shows up in the real world? Not in terms of feelings, but rather in terms of how those feelings are showing up in their lives.

Now address how what you do will solve this problem. These are the benefits. These are the end results your clients will receive by working with you. This is the WIIFM – the get.

Once you get crystal clear about the value you have to offer and who you offer it to, that glazed, blank stare will turn into eyes bright with recognition and understanding. Your message has just been received.


Kathy Jo Slusher-Haas

Market Your Coaching Business



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