Coaching Skills: Awareness Of Your Client's Why

Summary

This session emphasizes the importance of understanding a client's 'why' in business, which is crucial for Profit First professionals. It outlines the benefits of a purpose-driven approach, such as increased profits, employee engagement, and innovation. The speaker discusses how to leverage a client's purpose for motivation, setting meaningful milestones, and supporting them beyond survival mode into 'thrival.' The session also provides practical advice on how to uncover a client's purpose through light questioning and integrating it into the business relationship.

Takeaways

• 💡 Understanding your client's 'why' or purpose is crucial for Profit First professionals as it helps in guiding the business towards meaningful goals and values.
• 📈 Companies with a clear sense of purpose tend to perform better, have more engaged employees, attract loyal customers, and excel in innovation and transformational change.
• 🔍 The session aims to discuss the importance of clients' 'why' in three aspects: why it matters, how to utilize it, and how to elicit this information from clients.
• 🚫 The 'away from' motivation, which focuses on avoiding pain points, can lead to a lack of motivation once the pain is gone, unlike 'towards' motivation which is linked to a deeper purpose.
• 🔄 Having a clear 'why' helps in maintaining forward-focused conversations, keeping clients engaged, and evolving with them over time.
• 🌱 The 'why' serves as a motivational tool and a source of inspiration during challenging times, providing fuel for the business journey and supporting clients to move beyond survival mode.
• 🎯 The 'why' can be placed on a timeline and turned into celebratable milestones, which helps in creating a more meaningful relationship with clients.
• 🤝 The 'why' doesn't have to be a grand, world-saving purpose; it can be deeply personal and still be effectively utilized in business coaching.
• 🗣️ Eliciting a client's 'why' can be done subtly through light questioning or more direct methods, and it doesn't require the professional to act as a therapist.
• ✍️ There are various ways to find out about a client's purpose, such as through surveys, discovery calls, or dedicated sessions focused on goals and vision.

Q & A

What is the main focus of the session described in the transcript?

The main focus of the session is to discuss the importance of understanding a client's 'why' or purpose in their business, and how it can be utilized by profit first professionals to enhance client relationships and business outcomes.

Why are purpose-driven companies said to perform better statistically?

Purpose-driven companies are said to perform better statistically because they tend to make more money, have more engaged employees, attract loyal customers, and are better at innovation and transformational change.

What is the concept of 'towards and away from' motivation mentioned in the transcript?

The concept of 'towards and away from' motivation refers to the idea that clients may be motivated by either moving towards a positive goal or moving away from a negative situation. The transcript suggests that focusing on 'towards' motivation, linked to a client's purpose, can lead to more sustainable and meaningful progress.

How can understanding a client's 'why' help a profit first professional?

Understanding a client's 'why' can help a profit first professional by providing a deeper understanding of the client's goals and motivations, allowing for more effective and forward-focused conversations, and helping to keep the client engaged and motivated even when they are no longer facing immediate pain points.

What is the significance of linking a client's pain points to their purpose?

Linking a client's pain points to their purpose is significant because it shifts the focus from merely resolving immediate issues to aligning those resolutions with the client's long-term goals and aspirations. This approach helps in maintaining motivation and engagement with the client's broader vision.

Why is it beneficial for a business owner to have a clear sense of purpose?

Having a clear sense of purpose is beneficial for a business owner because it guides meaningful values and goals, which can lead to better business performance, increased employee engagement, and the ability to attract and retain loyal customers.

How can a profit first professional use a client's purpose as a motivational tool?

A profit first professional can use a client's purpose as a motivational tool by connecting the client's day-to-day activities and milestones to their broader goals and aspirations, thereby providing a sense of direction and meaning that goes beyond immediate financial outcomes.

What is the term 'thrival' mentioned in the transcript and how does it relate to business?

The term 'thrival' is a made-up word used in the transcript to describe a state where clients move beyond mere survival mode in their business to a place where they thrive, innovate, and operate from a position of purpose and meaning.

How can a profit first professional elicit a client's 'why' without making the conversation too deep or personal?

A profit first professional can elicit a client's 'why' by asking light and open-ended questions about their inspiration for going into business, their goals, and what they hope to achieve. This can be done conversationally or through surveys and does not necessarily require deep or personal probing.

What are some practical ways a profit first professional can find out about a client's purpose?

Some practical ways a profit first professional can find out about a client's purpose include asking direct questions during discovery calls, incorporating purpose-related questions into initial surveys, having dedicated sessions to discuss goals and vision, and providing workbooks for clients to work through their thoughts and aspirations.

Outlines

00:00

🚀 Understanding Client's Purpose in Business

The speaker emphasizes the importance of understanding a client's 'why' or purpose in business. They highlight that companies with a clear sense of purpose tend to perform better, have more engaged employees, and attract loyal customers. The session aims to discuss the client's purpose in three ways: why it matters, how to utilize it as a Profit First professional, and how to elicit this information from clients. The speaker introduces the concept of 'towards and away from' motivation, explaining that focusing on clients' pain points ('away from' motivation) can be limiting, whereas aligning with their purpose ('towards' motivation) can sustain motivation and drive transformation.

05:01

🌟 The Power of 'Why' in Client Engagement

The speaker discusses the significance of a client's 'why' in maintaining engagement and forward-focused conversations. They explain that understanding a client's purpose can help in navigating the ups and downs of business, providing motivational fuel during challenging times. The 'why' can also assist in moving clients from a survival mindset to a thriving mindset, which is more conducive to innovation and meaningful work. The speaker suggests that by aligning with a client's purpose, a Profit First professional can support the client in achieving their broader goals and celebrate milestones that are deeply meaningful to them.

10:03

🎯 Utilizing the 'Why' as a Motivational Tool

The speaker explores how a client's 'why' can be used as a motivational tool, turning it into庆祝的里程碑 and fostering a deeper relationship beyond just business transactions. They provide examples of how celebrating achievements that align with a client's purpose can create a more meaningful connection and increase the client's sense of being understood and valued. The speaker also addresses concerns about the 'why' not needing to be a grand, world-saving mission, but rather it can be deeply personal and still be effectively utilized in client interactions.

15:03

🤔 Discovering the Client's 'Why' Through Conversation

The speaker outlines various methods for eliciting a client's 'why', emphasizing that it doesn't have to be a deep or emotional process. They suggest asking simple questions about a client's inspiration for going into business or their drivers at the time. The speaker also encourages using 'away from' language to help clients articulate their 'towards' goals, which can lead to a clearer understanding of their purpose. They propose different approaches, such as surveys, direct questions, or even a dedicated session or workbook to help clients reflect on and express their 'why'.

20:03

💡 Making the 'Why' a Natural Part of Client Relationships

The speaker concludes by encouraging Profit First professionals to make the understanding and utilization of a client's 'why' a natural and comfortable part of their business interactions. They suggest adapting the approach to one's own style and using it to build trust and deepen relationships with clients. The speaker also invites professionals to seek support and inspiration from their peers through open office hours or one-on-one calls to further integrate this practice into their work.

Keywords

💡Purpose in Business

Purpose in business refers to the underlying reason or aim that drives a company or an individual in their entrepreneurial endeavors. In the video, it is emphasized as a critical factor for companies to perform better, engage employees, attract loyal customers, and foster innovation. The script mentions that understanding a client's purpose can help guide business decisions and strategies, aligning them with the client's broader goals and values.

💡Profit First Professionals

Profit First Professionals are individuals who follow the financial management method outlined in the book 'Profit First' by Mike Michalowicz. They prioritize profit in their business operations and financial planning. The video suggests that these professionals can leverage their understanding of a client's 'why' or purpose to better serve them, keeping the business focused on its long-term objectives rather than just immediate financial gains.

💡Towards and Away From Motivation

Towards and Away From Motivation is a concept that distinguishes between goals driven by a desire to achieve something positive (towards motivation) and those aimed at avoiding negative outcomes (away from motivation). The video script uses this concept to illustrate how focusing on a client's purpose (towards motivation) can be more effective and sustainable than merely addressing pain points or problems (away from motivation).

💡Thrival

Thrival, a term coined in the video, refers to the state of not just surviving but thriving in business and life. It suggests moving beyond the basic need to survive, such as making payroll or paying taxes, to a place where business owners can focus on their purpose and achieve a deeper sense of fulfillment. The video encourages Profit First Professionals to help clients transition from mere survival to thrival by aligning their business practices with their purpose.

💡Celebratible Milestones

Celebratible Milestones are significant achievements or progress markers in a client's business journey that are worth acknowledging and celebrating. The video emphasizes the importance of recognizing these milestones in relation to the client's purpose, suggesting that it creates a more meaningful and motivating client-professional relationship. It provides examples such as reaching a profit goal that allows a client to invest in something aligned with their purpose, like providing resources for a community.

💡Survival Mode

Survival Mode in the context of the video refers to a state where business owners are primarily focused on immediate, day-to-day operational challenges, often at the expense of long-term goals and purpose. The video suggests that Profit First Professionals can help clients move out of survival mode by connecting business decisions and achievements to their broader purpose, thus fostering a more strategic and fulfilling business experience.

💡Work-Life Balance

Work-Life Balance is a concept that emphasizes the importance of maintaining a healthy balance between professional and personal life. In the video, it is mentioned as a potential aspect of a client's 'why' or purpose in business. Understanding a client's desire for work-life balance can help Profit First Professionals provide more personalized and meaningful support, such as celebrating when a client achieves the flexibility to take Fridays off or go on a holiday.

💡Legacy

Legacy in the video refers to the lasting impact or the heritage one wishes to leave behind, often through their business or personal endeavors. It is presented as a possible aspect of a client's purpose that can guide their business decisions and goals. The video suggests that understanding a client's desire to create a legacy can help Profit First Professionals align their services with the client's long-term aspirations.

💡Motivational Tool

A Motivational Tool in the video is any strategy or technique used by Profit First Professionals to inspire and encourage their clients to stay focused on their business goals and purpose. This could include celebrating achievements, reminding clients of their 'why,' or using the client's purpose to frame challenges as opportunities. The video highlights the importance of using a client's purpose as a motivational tool to maintain engagement and drive during difficult times.

💡Eliciting Client's Why

Eliciting Client's Why in the video refers to the process of discovering and understanding the underlying purpose or reason that drives a client's business. The video provides various strategies for Profit First Professionals to uncover this, such as asking direct questions about their inspiration for starting the business, their goals, and what achieving those goals would mean to them. This process is crucial for building a deeper, more values-aligned relationship with clients.

Highlights

The importance of having a clear sense of purpose in business for better performance, employee engagement, and customer loyalty.

Purpose-driven companies are more successful in innovation and transformational change.

Understanding a client's 'why' can help guide meaningful business strategies.

The concept of 'towards' and 'away from' motivation and its impact on business goals.

How linking business issues to a client's purpose can drive forward-focused conversations.

The role of a client's 'why' in maintaining motivation and engagement over the long term.

Using a client's purpose as a motivational tool to celebrate milestones and achievements.

The 'why' as a source of inspiration during challenging times in business.

Supporting clients to transition from a survival mindset to a thriving one through understanding their purpose.

The 'why' doesn't have to be a grand world-saving mission; it can be deeply personal.

Approaches to discovering a client's purpose without deep or uncomfortable probing.

Incorporating questions about purpose into initial client interactions or surveys.

Using a client's 'why' to create a more profound and meaningful relationship beyond transactional business.

Ideas for integrating purpose discovery into the client onboarding or coaching process.

Encouraging clients to think about their business goals and the deeper reasons behind them.

The benefits of understanding and utilizing a client's 'why' for both the client and the business advisor.

Advice on making the exploration of a client's purpose a natural and comfortable part of the business relationship.

Transcripts

hello and welcome to the session that

I'm running today on the awareness of

your clients why their purpose for being

in business or their overarching you

know purpose in life so

as profit first professionals we've been

in business for a while

um and so I'm going to assume that most

of you understand or all of you probably

do the benefit of purpose in business so

if we talk to statistically companies

perform better if they've got a clear

sense of purpose purpose Purpose Driven

companies and to make more money they

have engaged more engaged employees they

they attract loyal customers

um and according to my research they're

better at Innovation and

transformational change so it makes

sense as a business owner to have a

purpose LED or having purpose be part of

what you're in business for that sense

of being Guided by meaningful values and

goals

but today's session is about awareness

of your clients why so your clients

purpose

in this session we're going to talk

about that in three ways

firstly we're going to talk about why

does your client's why matter and I'll

just bust a couple of myths on that

secondly we're going to talk about how

you can utilize your clients purpose or

your clients why as a profit first

professional and third I'm going to run

through how you can elicit your clients

like how you can find out about it

so first things first number one why

does the why matter so there's a few

reasons

um first of all I want to talk about

[Music]

um

the concept of towards and away from

motivation

so sometimes when you begin working with

a client as a profit first professional

let me just use my my expensive prop

um they will be focused on and away from

so we might be and people talk about

this in business there's pain points so

it's like

they might come to you and it's like I

can't pay myself I can't pay my staff

I've can't pay the taxes I'm stressed

all the time I'm always in the business

I can't work on the business blah blah

so it's like there's all of these things

happening that are stressful which

creates

um

goals for you as a profit first

professional but they're away from goals

so it's like away from feeling stressed

away from not being able to pay yourself

away from

um those things that are painful

the issue with away from motivation is

that the further we get away from the

pain point if your motivation is purely

a way based

you pretty much run out of made of

motivation once you're not in pain

anymore if your goal is to be away from

stress and you start achieving a couple

of things and you're not stressed

anymore no more motivation and this is

what creates in a lot of life goals is

what creates this start and stop start

and stop

if you can get connected to your clients

why so your clients

purpose yes they can come to you with a

whole lot of pain points yes they can

speak to you about all the things that

are going wrong the things that are

stressing them but if you can link

what's happening with what they're

moving towards so let's use

um

let's talk specific so let's say they're

coming to you and it's like oh I can't

um

I can't pay my staff or I can't do this

or there's all these these issues if you

can link it to let's say their purpose

in um

in business is really meaningful for

them they need to stay in business in

order to

achieve that goal into in order to

achieve their that meaning so it's like

the goals are based on the goals will be

focused on yes yes we want to move

towards here and we'll sort all that

stuff up we'll sort all that stuff out

along the way so having an understanding

of your clients why means that yes when

they're less stressed you get to

celebrate that they're less stressed but

the eye is on the prize of what they're

moving towards now a lot of our

long-term profit first professionals

most of them have really long term

profit first based clients and this is

because they quite start with all of

these issues they work on the issues but

they're moving towards the Y and you

know what the why can even evolve

and shift and change so if you're

working with people in a purpose-led way

yes it's wonderful as the stress

releases but the whole point of the

stress releasing is to get more of what

they're moving towards

so that's that's the first reason the

why it matters because it helps you to

have forward-focused conversations that

keep people engaged with you that keep

you in evolving along with your with

your clients and has them not focusing

on what they're moving away from but

what they're moving towards and on the

way there you sort out all the pain

points along the way

um the other reason that the why matters

is because it's very useful fuel for the

way for the way along so business is a

journey and there's days where we're

inspired and delighted and there's days

where we're like or you know some things

haven't worked or

um you know things are there's a string

of challenging clients or whatever it is

that's going on for your client

if you understand your clients why

you've got a way of speaking to them on

those days where they can't find their

own

motivation where the motivation is an

internal the motivation the fuel for

staying focused on the goals that you

set with them comes from that deeper

purpose of what they're wanting to

achieve so it's really really useful for

the ups and downs of business all those

fun pictures that we've seen over time

that success doesn't look like this

success looks like this like this it's

kind of a bit of a journey so if you've

got a you're having purpose-led

y-based conversations with your clients

it's helpful fuel for those days where

it feels like it's you know like it's

hard or who doubled the gravity things

are a little bit difficult it's just

useful to stay connected

um and this is a part of why it's better

for

um employees as well

so

the other reason that the why matters is

because

we can support people to come out of

survival so out of when we focused on

problems and when we focused on it's

kind of like a bit of a wheel of just

didn't I mean there's always another

quarter there's always another pay

period there's another payroll there's

another visa when we're focused on the

the busy and the doings we can really

um our clients can be sitting in

business really in survival mode and no

one is using the best part of their

brain when they're in survival mode part

of our brain that does survival is

um

is not the part of our our neurology

that does inspiration that does

innovation that does compassion that

does um you know invention so we can

really support people from survival into

insert word that I've completely made up

thrival which is a word that I really

think should be a word so I promise of

we can really help our clients to thrive

because coming out of survival and into

purpose into meaning into into beyond

the day-to-day is actually really good

neurologically and it means you can have

conversations with with clients yes

about the details but about the details

with purpose and with Direction so

sometimes when our clients are in in

survival and they're focused on the kind

of the minutia and they're focused on

what's not working it can be a harder

session than if we've got permission

from the from the get-go because we

understand why they're in business we

understand what they want to achieve we

can deal with the minutia and the

details but we can do it with Direction

and we can do it with the lens of

thriving in business thriving in life

and having that be deeply meaningful so

that's what I want to say about why the

why matters and hopefully I've inspired

you to get connected with your clients

why because it does really matter

part two of this session is how can the

why be utilized

so firstly I've mentioned this earlier

in this session it can be utilized as a

motivational tool so it can be utilized

in terms of

okay there's this and this happening and

once that's happened then we're another

step towards this goal that you've set

this purpose that you've got we can do

more of this thing that's deeply

meaningful so that's really um that's

really useful

the why can also be placed on a timeline

and turned into

celebratible

Milestones which this is something

really important in the client Journey

For That

you know we're not just playing with

clients numbers we're helping them with

their life with their lifestyle with the

things that they can achieve in business

and in and in life so if you have a

sense of your clients purpose and your

clients

um why and your clients drivers you can

along the way be you know when they

achieve a certain Milestone or they

achieve a certain thing how amazing to

get a message from their profit first

professional or at your quarterly or

monthly catch-ups you can really

celebrate oh I remember when we set this

goal and connect it to that broader

purpose so we're not just going oh well

done you transferred ten thousand

dollars you know you had ten thousand

dollars in your profit account or you

had this or you had this or actually

talking about it in a meaningful values

aligned way

um and that's the kind of thing that a

client remembers that's the kind of

thing that a client gets off a call and

feels like you you know what that profit

first professional I was talking to this

person really knows me and they really

understand me and sometimes when people

are in the busy doing doing doing they

even forget to celebrate their

Milestones or they forget to look at the

deeper meaning of things at times so we

can cultivate this kind of relationship

with someone and it's part of what helps

someone choose to keep having you on

their team

because who would you want to have on

your team do you want to have someone

that when you reach a milestone or you

um you know let's let's imagine we have

the beautiful najma who's one of our

profit first professionals and a guide

and what her driver is to her business

wise about Building Wealth and changing

the lives of women that used to have to

spend you know so much of their day

walking to and from a water source so

imagine if she someone like had a goal

like that and they were you know they

had got their profit

um at the end of the quarter and they

were able to buy three Wells and you

were like oh wow you bought three worlds

it wasn't about the amount of money it

was about what they did with her that's

the kind of person that would just feel

seen feel you know feel heard feel

understood and it feels like you're

developing that relationship with

someone over time

so that's a really

um didn't mean that's a really beautiful

way for the Y to be utilized as well

now for some people the why is more

um I know when I started in business I

had a one-year-old and I was a single

mum so my purpose was about being able

to support my son and I and also spend

as much time as humanly possible with

him

and

um do something that was values aligned

because I was a role model and I wanted

to Showcase to my child that you could

work in a way that was deeply fulfilling

so that's what it was all about so if I

had a profit first professional then and

I wish I did but it came later

um that person could have celebrated

with me oh you've reached a stage in

your business where you can have Fridays

off that's amazing well you've reached a

state new business where you're taking

that holiday you know

this Christmas or they could have

celebrated those things that were deeply

meaningful to me

um

sometimes people might have purpose

that's about work-life balance sometimes

it might be about Legacy and what they

want to leave behind so the why and the

purpose can be absolutely anything but

it can be utilized because it's part of

creating a relationship with someone

that isn't about just their numbers it's

about what we what we do with what we're

doing

um I want to just

talk to you about a couple of things

that have come up

um in my work with profit first

professionals

um and some concerns around the why so

first of all I want to say your clients

why your personal why and purpose in

business but your clients why doesn't

have to be a world-saving thing it

doesn't have to be ending world hunger

or you know things that are that are

were about the world they can be deeply

personal

so it's okay for a purpose to be

absolutely anything it's just about

getting to know your client and getting

to understand like what do they value

what are they

what was going into business really

about for them and then how can you

utilize that so I just wanted to really

name it doesn't have to be something

huge it can actually well it doesn't

have to be something that affects many

people it can be something deeply

personal to the person and you can still

it still really matters and you can

still utilize it in a meaningful way as

a proper first professional

the other thing that I just want to

mention before we move on is

you can find out about your clients

purpose without it being deep and mushy

or without you feeling like you need to

be a counselor or a therapist this can

be done very lightly it it um we're

going to move on to this in the next in

the next part but it can be done lightly

so don't be

um afraid or concerned about asking

these types of questions because

everyone went into business for a reason

so I just wanted to say that before we

moved on

the part three

the next thing I just want to

talk how you can elicit your clients why

how can you find out about it and this

links to what I was just saying before

it doesn't have to be deep and

meaningful and tell me the deepest

drivers of your life ever if that's your

natural way of speaking then fantastic

but it doesn't have to be it can be

questions as simple as like tell me

about your inspiration for going into

business it's such a brave thing to do

what will your drivers at the time uh

are they the same right so that that's

quite a light thing to do some of our

profit first professionals have a

question around the the purpose of the

business or the the why why are you in

business or what's

what's business about for you that kind

of thing as part of their questions in a

um that people answer before getting on

a discovery call so that's a really

light and easy way of just finding out a

little bit more about the business that

you're about to speak to

um some of our profit first

professionals do that more during the

discovery call

um and they might do that

um by you know asking a similar question

they might ask

um they might notice all of that sort of

away from

um type language it's like oh stressed

and this and ask a question something

like okay if all of that was resolved so

it's like okay I don't want to I don't

want to feel stressed no worries when

the stress is totally gone and all the

systems are in place and everything's

happening what's there what's there

going to be more of what's that going to

open up for you what's the positive

benefit of that gonna be so sometimes we

can use that away from type language and

just get clear on you know the more we

know what we don't want it gives us a

springboard to understand what we do

want so maybe some of your clients won't

have thought about their purpose or

their why but we can easily direct them

there as part of one of the many

benefits of working with a profit first

professional

so we can ask as part of a survey we can

ask conversationally as part of that

first session or something that you get

clear on in that first month

you can ask

um based on like what their goals are

and then just ask deeper questions about

okay you know what are your goals what's

that about for you why is that why is

that meaningful when you've achieved

that what's that going to give you that

kind of thing so there's questions that

you can ask that will help you to get

clear on what the drivers are what the

values are and where they're moving

towards

so that's that's some of the ways that

you can elicit your clients why you can

also I mean you can ask directly you can

get the information from goals like I

was saying you could also have a whole

session on it or you could have a like a

little workbook or something like that

that they work through at some point

during your process if you're working

long term with someone maybe maybe part

of your process might be you know you

work through all those pain points and

at the middle point of your work with

your client that's where you start to

really tap into

goals and vision and purpose so the

beauty of being a profit first

professional is you get to take these

incredible tools and make them yours and

you get to do it in your own way so I

hope that this has given you some ideas

I hope it's inspired you to go

understanding my clients why and their

purpose is very very useful

to understand that you can utilize that

in lots of ways in terms of keeping your

clients motivated during those times

where what you're suggesting that they

do is challenging or just during a

challenging time in their business that

you can become a source of support and

you can become this person that they

like know trust and refer by having a

conversation with them that's more about

the uniqueness of who they are and not

just a transactional type relationship

and that you've got some ideas about how

you can find out about their purpose but

always with everything we suggest make

it yours make it something that feels

comfortable for you to talk about make

it something that feels natural and then

it will it'll be you know translated

into your business in a meaningful way

if you have any questions about any of

this please bring them along to the open

office and tap into the brains Trust of

support that is our membership base

because other people will be able to

tell you what they've done and you'll be

able to listen and get inspired we're

all inspired by each other we get ideas

from each other so bring it along to an

open Office bring it along to a meet and

action session and have a chat with one

of us or book a one-on-one call and we

can help you to take this information

make it yours and make it useful thank

you so much for listening