Positioning is everything in business coaching. Presenting oneself as an authoritative figure who is in great demand is more important than only providing value. And there is where a lot of business instructors make mistakes.Today, we’ll dissect why this happens and how you can flip the narrative to become a “cutie patootie” : charming, desirable, and utterly magnetic in the eyes of your prospects.
The Cost of an Empty Calendar
Imagine this scenario: a prospect reaches out, and you enthusiastically reply, “I’m available anytime this week; what works for you?” While it might seem accommodating, this response unintentionally portrays desperation. You’re signaling that your schedule is wide open – and not because you’re efficient, but because no one else is interested in working with you.Let’s contrast this with an icon like Steve Jobs. Would you expect him to say, “Sure, I’m free anytime!”? Absolutely not. Leaders and experts maintain the aura of being in high demand. When you present yourself as overly accessible, you erode the perception of exclusivity and expertise.
Instead, your calendar should look like the waiting list for an elite club – busy, tight, and just flexible enough to accommodate someone special.
The Psychology of Perceived Scarcity
Humans are wired to want what seems rare or exclusive. McDonald’s didn’t slap “Over 1 Billion Served” on their signs just for fun. That number communicates social proof. If a billion people are there, you’re more likely to think it’s worth trying.
This principle applies to your calendar too. If your prospects see an open, empty schedule, they subconsciously think, “Why isn’t anyone else booking this coach?” But when your calendar appears full, they’ll feel lucky to grab a slot, even if it means rearranging their own commitments.
Creating the Illusion of Busyness
Here’s a practical strategy: craft a visually packed calendar. When I organized live events, my team ensured that my availability appeared scarce. Prospects would see a calendar filled with color-coded blocks. Red slots were real appointments, while other colors signified blocked-off time (that could actually be empty).
This tactic worked wonders. Prospects didn’t question which appointments were real; they simply assumed I was in high demand. This illusion made them eager to secure whatever time was left.And here’s an added bonus: when prospects believe you’re busy, they also assume you’re successful. Success attracts success, making them more inclined to work with you.
Timing is Everything
While positioning is crucial, so is timing. When you’re hosting seminars or live events, schedule follow-ups in the same week. Why? Because the excitement and momentum are still fresh in the minds of your attendees.
Tuesday is an ideal day for seminars. Afterward, reserve Tuesday afternoon through Friday for follow-ups. When prospects sense that you’re squeezing them into your packed week, they’ll value the meeting more.
Words Matter: The Art of Subtle Positioning
Your language can make or break your positioning. Consider the email Jay Abraham sent me years ago. After finalizing a deal, his email concluded with:At first, this seemed puzzling. We had just agreed on the deal – why the casual tone? But it was a genius move. By framing it this way, he subtly implied that while he was interested, he wasn’t dependent on the deal. This created an impression of confidence and self-sufficiency.
You can use similar language when communicating with prospects. Instead of overly eager phrases like, “I can’t wait to work with you,” try something like, “Let me know if this aligns with your priorities.” It positions you as a professional with options, not someone desperate for business.
How to Handle Appointment Requests Like a Pro
Next time a prospect asks, “Can we catch up this week?” don’t immediately jump to say yes. Instead, position yourself as busy but accommodating. For example:
“Next week is quite packed, but I’ll see if I can shuffle a few things around to make time for you. How does Thursday at 2 PM work?”
This response communicates that your time is valuable, but you’re willing to prioritize them – a balance of exclusivity and approachability.
The Tip Jar Analogy
This concept of positioning ties back to social proof in the simplest of ways: the tip jar. Yesterday, we discussed why an empty tip jar signals that no one else values the service enough to tip. Similarly, an empty calendar signals that no one else values your coaching enough to book. Both scenarios result in missed opportunities.
Just as a few strategically placed bills in a tip jar encourage more tipping, a carefully curated calendar filled with “appointments” encourages more bookings.
Calculation
Let’s consider the difference positioning can make in terms of client acquisition. Imagine you hold a seminar attended by 100 prospects, and 50 express interest in booking a follow-up appointment. If your calendar appears empty, prospects may feel less urgency to book, leading to lower engagement. In this scenario, you might secure only 10 appointments. With a 20% conversion rate, that results in just two new clients.ow, compare this to a packed calendar. The perception of scarcity creates urgency, encouraging more prospects to secure a time slot. Let’s say 40 appointments are booked instead of 10. At the same 20% conversion rate, you now gain eight new clients. That’s a significant jump, quadrupling your results simply by managing how your availability is perceived.
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FAQs
Why does positioning matter so much in business coaching?
Positioning influences how prospects perceive your value. A coach who appears busy and in demand is seen as more credible and successful.
Can I fake being busy without lying?
Yes! You can block time for personal development, strategy, or even downtime. The goal isn’t deception – it’s demonstrating that your time is valuable.
How do I balance scarcity with approachability?
Use language that conveys both.”I’ll try my best to fit you in, but next week is packed,” for instance. This shows you’re busy yet willing to prioritize the prospect.
How soon should follow-ups occur after a seminar?
Ideally, within the same week. The momentum and excitement from the seminar make prospects more likely to commit.
What tools can I use to manage my schedule effectively?
Tools like Calendly or Google Calendar allow you to create the appearance of a packed schedule while maintaining control over your actual availability.In the end, being a “cutie patootie” in business coaching isn’t about charm alone – it’s about mastering the art of positioning, creating demand, and showing prospects that your time is as valuable as the expertise you offer.