Coaches often understand how to land their first clients and retain them long-term, but filling workshops or webinars consistently can remain a challenge. In this episode, Richard Bernstein, CEO of Mars Venus Coaching, shares valuable insights from his extensive 20-year coaching career.
Why Social Media Isn’t the Only Answer
Many new coaches heavily rely on social media to fill workshops. However, Richard emphasizes that although social media has its place, it’s not always the most effective method, especially when starting out. When Richard began coaching, social media didn’t exist. Instead, he focused on face-to-face interactions, personal invitations, and strategically distributing flyers.
Early Success: Personal Invitations and Flyers
Richard built his initial success by personally inviting people to workshops—handing out flyers at corporate offices, business strip malls, and networking events. These personal, face-to-face interactions created immediate connections and yielded positive results quickly.
Strategic Partnerships: The Proven Method
One of the most reliable strategies Richard recommends is forming strategic alliances. By partnering with businesses that already serve your target clients, you can leverage their existing customer base, creating a mutually beneficial scenario:
- The business provides added value to its customers.
- Coaches gain direct access to potential clients without heavy marketing.
Real-Life Example: From Accountant Offices to Yoga Studios
Richard shares a personal example where he approached his brother, an accountant, to host a business-building workshop for his clients. The workshop was so successful that attendees thanked his brother for offering such valuable content, enhancing his business relationships.
Similarly, Richard conducted monthly stress-management workshops at a yoga studio. This single partnership lasted for an entire year, consistently generating new clients.
The Win-Win of Strategic Alliances
Businesses are always seeking ways to provide additional value to their clients. By offering high-quality, relevant workshops, you help businesses enhance client relationships. Coaches, in turn, gain credibility, exposure, and steady streams of new workshop attendees.
Why Mars Venus Coaching Workshops Work
Mars Venus Coaching provides turnkey workshops—complete with presenter notes, PowerPoints, handouts, and workbooks. This comprehensive setup simplifies the process for coaches, allowing them to focus purely on delivery and client engagement.
Workshops position coaches as credible experts, significantly boosting confidence after just a few sessions. Clients are more likely to engage when they witness the coach’s expertise firsthand.
Ideal Client Avatars and the 5-5-5 Rule
Richard recommends using a simple rule—the 5-5-5—to identify your ideal client:
- 5 years in business
- $500,000 in annual revenue
- 5 employees
This targeted approach helps coaches find suitable businesses for strategic alliances quickly.
Common Social Media Mistakes Coaches Make
Richard points out a common mistake: coaches immediately promote workshops on social media without first building rapport or providing consistent value. Successful social media use requires first cultivating a loyal following through valuable content, then promoting your workshops.
Step-by-Step to Successful Strategic Alliances
Though not every business accepts, Richard found only two or three rejections out of every ten prospects when following the formula:
- Identify your ideal client avatar.
- Determine businesses already serving that avatar.
- Reach out with a clear offer to conduct a workshop benefiting their clients.
Final Advice for Your First Workshop
Richard emphasizes simplicity and persistence:
- Clearly define your ideal client.
- Identify businesses serving this audience.
- Directly approach these businesses to propose mutually beneficial workshops.
One strong alliance can significantly impact your coaching business, providing consistent leads and workshop attendees, enabling sustainable growth.
Adopting these strategies will help you fill workshops consistently, build lasting client relationships, and enhance your coaching practice long-term.