Is It Insensitive To Promote Your Coaching Services In The Midst Of A Global Pandemic?

Wow! The world as we know it has changed so dramatically in the past few months that it’s enough to make your head spin. People’s priorities have turned upside down with no idea of when, or if, things will ever go back to normal.

Which leaves many coaches with the question of whether it’s okay to promote yourself and your coaching services and try to sign up new clients during a time like this.

And the answer is that it depends on how you approach it. Before I share some of my thoughts with you, I want to share one important caveat first.

There is a very big difference between making money from a crisis and making money during a crisis.

When I talk about profiting from a crisis, I’m talking about those unscrupulous people who make money selling essential supplies (like masks, hand sanitizer and toilet paper) at exorbitant prices. In my book, that’s unethical and despicable.

Making money during a crisis is a whole different matter altogether. If you’re providing an essential or much needed service during this time, there is absolutely nothing wrong with making money during this time.

Things like online homeschooling programs, online fitness programs, eCommerce stores etc. are all making things easier for people during this time. And I honestly feel that coaching falls into the category of services that people need now more than ever.

People need coaching now more than ever….and this is true regardless of whether you’re a business coach, a health coach, a life coach or whatever other niche you’re in.

People are dealing with a tremendous amount of uncertainty in their lives right now. Fear and anxiety are at all time highs.

So the question we come back to is how can you promote your coaching services without coming across as an insensitive jerk?

And the answer lies in your approach.

The key is to acknowledge that we are in a pandemic and adapt to it. One of the fundamental principles of marketing is to enter into the conversation already going on in your prospect’s mind. And what’s at the forefront of their mind right now is the pandemic and all the changes they have been forced to make in every area of their lives.

It’s not business as usual in terms of promoting your coaching and the quicker you adapt to that, the better you will fare.

So here are some suggestions on how to do that:

1. When following up with a potential clients who may have expressed interest prior to the onset of the pandemic and the current lockdowns, etc — Acknowledge that things have changed and give them a graceful exit if they are no longer interested.

Here is a sample template you can use

Hey [First name],

I’m sending you this email because you reached out a few weeks ago requesting a free coaching session to [the end result your free coaching session provides].

I understand that this may be the furthest thing on your mind right now given the fact that we’re in the midst of a global pandemic and if that’s the case, I wish you and your loved ones all the best during these stressful times. And remembered that I am always here should you wish to work with me once this is all over.

If, however, you are looking for more support right now with regard to [whatever you coach on — example, weight-loss, business growth etc.] then I am happy to do the free consult and chat more about how I can to help you to reach your goals. If this sounds like something you’d like to pursue, you can go ahead and schedule a call here [link to your scheduling software].

No matter what you decide, I hope you and your loved ones stay safe and healthy and if there’s anything I can do to support you, then please let me know.

Sincerely, [Your Name]

2. Try to be of service in whatever way feels right to you. You may want to offer the potential client some links to free content that you’ve created to help build this trust.

3. Some clients will sign up and others won’t. And that’s okay….because you’ve left the door open for them to work with you in the future.

Some of these clients will say no to coaching now, but will say yes once life has returned to normal.

What about reaching out to new clients during the pandemic?

Reaching Out To New Clients Without Coming Across As An Insensitive Jerk

The best thing you can do right now is again, address what’s going on right now and offer people great free content on your topic but tied in to what is currently going on in the world today.

So if you’re a weight-loss coach you can offer tips to help clients on how to stay on their healthy eating plan and not resort to comfort eating during this stressful time; how to stay fit with home exercise routines and more.

Business coaches can share strategies for working from home with kids underfoot, how businesses can pivot right now to accommodate changing times and more.

Then at the end of that content offer people a way to work with you by offering a free discovery session. In this way, you’re offering tons of value without being pushy or insensitive and those who are interested will sign up.

Also consider discounting your products and services if that makes sense for you. You may want to consider offering clients a discount on your products, group coaching or one to one coaching to encourage people to sign up and to keep your business afloat.

I hope these strategies were helpful to you during these challenging and changing times.

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