Every one of your coaching clients is looking for a specific outcome from their sessions with you. There are only two possible outcomes: A Consequential Outcome and a Desired Outcome. Any action we purposely initiate, will lead us to a Consequential Outcome. A Desired Outcome, on the other hand, motivates us to take a specific action. As a coach, you must immediately focus on your client’s Desired Outcome. Achieving their Desired Outcome is the only reason your clients hired you.

One of the unique qualities of a competent coach is the ability to identify the “what, why and when” of a Desired Outcome. While your clients may be able to describe a Desired Outcome in general terms, very few can express the outcome in terms of Value & Cost. You must make your clients aware of the cost associated with their Desired Outcome. In other words, what is the Opportunity Cost for not achieving a Desired Outcome? What is the negative impact on your clients, if they don’t achieve it.

You must also know the direct benefit of achieving a Desired Outcome. This is the expression of Value. Once your client has a clear understanding of the Cost & Value of a Desired Outcome, it is easy to justify your coaching fees!