{"id":26592,"date":"2021-09-06T04:36:45","date_gmt":"2021-09-06T12:36:45","guid":{"rendered":"https:\/\/coachestrainingblog.com\/becomeacoach\/?p=26592"},"modified":"2023-03-25T14:39:59","modified_gmt":"2023-03-25T22:39:59","slug":"my-blind-coaching-client-bought-a-car","status":"publish","type":"post","link":"https:\/\/coachestrainingblog.com\/becomeacoach\/my-blind-coaching-client-bought-a-car\/","title":{"rendered":"My Blind Coaching Client Bought a Car?"},"content":{"rendered":"\n

I was running a discovery session the other day and asked my client this question…<\/p>\n\n\n\n

\u201cWhat factors influenced you when you bought your last car?\u201d<\/em><\/strong><\/p>\n\n\n\n

He told me, \u201cI\u2019m blind.\u201d<\/em><\/strong><\/p>\n\n\n\n

Embarrassed, I apologized awkwardly…<\/p>\n\n\n\n

…until he interrupted me…<\/p>\n\n\n\n

\u201cBut… I have a car.\u201d<\/em><\/strong><\/p>\n\n\n\n

He went on to describe the leather seats\u2026<\/p>\n\n\n\n

…the rims on the wheels\u2026<\/p>\n\n\n\n

…the smooth ride.<\/p>\n\n\n\n

He obviously loved his car.<\/p>\n\n\n\n

Weird?<\/p>\n\n\n\n

Yes.<\/p>\n\n\n\n

He confessed as much\u2026<\/p>\n\n\n\n

…that owning a car he couldn\u2019t drive didn\u2019t make sense<\/span>.<\/p>\n\n\n\n

As impractical as it was\u2026<\/p>\n\n\n\n

…someone had sold a blind man a car\u2026?<\/strong><\/p>\n\n\n\n

Inconceivable!<\/p>\n\n\n\n

\"Inconceivable\"<\/a><\/figure>\n\n\n\n

How could that even happen?<\/p>\n\n\n\n

The blind man bought that car…<\/p>\n\n\n\n

…not for what it could do for him\u2026<\/p>\n\n\n\n

…but for the dream it represented.<\/p>\n\n\n\n

It was at that moment that I realized that people don\u2019t buy coaching\u2026<\/strong><\/p>\n\n\n\n

…they buy the dream.<\/strong><\/p>\n\n\n\n

\n

It was at that moment that I realized that people don\u2019t buy coaching\u2026they buy the dream.”<\/strong><\/p>\n<\/blockquote>\n\n\n\n

Coaching is a means to an end<\/span>.<\/p>\n\n\n\n

The coaching your client gets can serve to help your client fulfill a desire<\/span>.<\/p>\n\n\n\n

That fulfillment<\/span> of your client\u2019s desire is called a \u2018benefit\u2019<\/strong><\/span>.<\/p>\n\n\n\n

Those benefits may ultimately make some of your client\u2019s dreams come true.<\/p>\n\n\n\n

\"4<\/a><\/figure>\n\n\n\n

Here\u2019s a more tangible example of DREAMS versus BENEFITS:<\/strong><\/h2>\n\n\n\n

Let\u2019s say a guy buys an electric drill.<\/p>\n\n\n\n

He\u2019s not buying the drill because he wants a drill…<\/p>\n\n\n\n

…it\u2019s because he wants a hole somewhere<\/span>.<\/p>\n\n\n\n

A drill is just a means to an end.<\/p>\n\n\n\n

The hole is the benefit<\/span> of having that drill.<\/p>\n\n\n\n

But even that simple hole represents a dream that goes way beyond the hole.<\/strong><\/p>\n\n\n\n

The DREAM\u2026<\/p>\n\n\n\n

…of fixing something for your kids…<\/p>\n\n\n\n

…or installing new shelving to organize your closet.<\/p>\n\n\n\n

…of being the handy hero…<\/p>\n\n\n\n

People don\u2019t buy the product or service…<\/strong><\/h2>\n\n\n\n

Whether it\u2019s a drill…<\/p>\n\n\n\n

…or your coaching.<\/p>\n\n\n\n

They buy the benefits.<\/strong><\/p>\n\n\n\n

The drill is just a product…<\/p>\n\n\n\n

…but the hole is where the value is<\/span>…<\/p>\n\n\n\n

…and what that hole represents<\/span>\u2026<\/p>\n\n\n\n

No one really wants a drill\u2026<\/p>\n\n\n\n

…or even the hole made by the drill.<\/p>\n\n\n\n

They want the dream.<\/strong><\/p>\n\n\n\n

It\u2019s the same with your coaching clients.<\/p>\n\n\n\n

They want the benefits that your coaching will provide\u2026<\/p>\n\n\n\n

…and the dream that those benefits make possible.<\/p>\n\n\n\n

What makes a dream different from a benefit?<\/strong><\/h2>\n\n\n\n

Dreams are like hair extensions…<\/p>\n\n\n\n

…they make benefits bigger, longer, and fuller.<\/p>\n\n\n\n

They put your client\u2019s desires on steroids\u2026<\/p>\n\n\n\n

…by pushing the value beyond what those benefits alone could provide.<\/p>\n\n\n\n

There are 4 main ways that your client\u2019s dreams go way beyond plain old benefits:<\/p>\n\n\n\n

DREAM BIGGER: More complicated or grander results.<\/strong><\/h2>\n\n\n\n

When your client achieves a benefit, that benefit can trigger bigger results<\/span>.<\/p>\n\n\n\n

This \u2018bigger\u2019 domino effect isn\u2019t guaranteed\u2026<\/p>\n\n\n\n

…but it might epitomize the dream that your client imagines for themselves.<\/p>\n\n\n\n

EXAMPLES OF DREAMING BIGGER:<\/strong><\/p>\n\n\n\n