3 Steps to Building Rapport with Potential Clients Through Content

3 Steps to Building Rapport with Potential Clients Through Content

3 Steps to Building Rapport with Potential Clients Through Content

Group of Happy People

People don’t care how much you know until they know how much you care.

Theodore Roosevelt

Let’s talk about how to build rapport with potential clients through content creation, in particular, using social media.

A lot of us today are at a standstill and we’re questioning, “How can I connect and build rapport with people online, through social media, with my content?”

Now, more than ever, people are looking for hope and inspiration. They’re looking for a place where they can receive guidance, support, and coaching to help them through this difficult time.

If you don’t have rapport, it’s really difficult to connect with a client or potential client to lead them to understand what you’re about, what services you have to offer, and how you can really help them.

So how can we build rapport with potential new clients? The first way is through our content.

Step #1: Create High-Quality Content

If you don’t have high-quality content, it’s likely people are not going to be interested in what you are saying, what it is you have to offer, and most importantly, how you can help them as a coach.

Remember, we don’t want to be selling, especially when we’re creating content.

90% of people who see your content are not going to care what your services are and are not going to want to buy from you right off the bat.

We want to create high-quality content that gives a lot of value to the people who are looking into who we are, what services we have to offer, and what we are passionate about as a coach.

You became a coach for a reason. You wanted to help people.

You wanted to help people through difficult times in their lives. You wanted to help them get the most out of life, to live their lives to the fullest, and achieve the goals they’ve been dreaming of.

And the best way to really connect with people is to engage them, educate them, and provide them with high-quality content that reflects your skills as a coach and demonstrates to you potential client, before the sale, how you can help them if they choose to work with you.

Step #2: Be Consistent

Being consistent is an area where a lot of coaches don’t focus enough.

In order to be successful and build rapport with people, especially with your online social media presence and content, you must be consistent.

A critical tool to be consistent with your content and your social media presence is to create a content calendar. A content calendar provides a framework that lays out the next 30, 60, and 90 days of the content that you are going to be sharing with your audience, your potential clients, and even your existing ones.

Be consistent. The person who isn’t consistent could be perceived as unreliable, even untrustworthy. When someone is checking out your profile and content and wants to learn more about who you are, what you have to offer, and how you can benefit them, they are going to want to see that you’re consistent and that you offer a lot of value for them.

So, tie the two together: create high-quality content, and then be consistent with that content.

Whether you’re following up every few days with an email campaign, posting daily on your social media accounts, doing videos once, twice, or three times a week, your consistency with your content and your message supports your audience and potential clients before they make their decision to work with you.

First, create high-quality content. Second, be consistent with your content and your messaging. Next, engage with your audience.

Step #3: Engage with Your Audience

It’s not enough just to talk about your story and share what you’ve gone through and how you can help people. Make sure you engage with your audience in a way that brings them into your world and shows them what you’re capable of, and how you are the expert that can help them take their life to the next level as they achieve all of their goals, and overcome challenges or adversities.

There are three ways to engage with our audience:

Ask for feedback. Don’t be scared to reach out to people and ask for feedback. Ask them how they liked your video. What did they think of the topic you discussed? There are so many different ways to get feedback from your audience.

Feedback helps you improve as a coach. Your someone who is communicating to potential clients and feedback helps your potential clients engage and feel connected with you. This is how you start the process of building rapport with them.

Engage with your audience. Ask questions and don’t just ask questions, ask engaging questions. Questions that will allow them to really go deep inside themselves and maybe go a little bit farther into whatever it is you were talking about on your social media or in a video that you shared with them.

Asking engaging questions such as, “What is one of the biggest challenges you’ve faced in your life and how did you overcome it?”. Invite them to share, be engaged, and become part of your message and part of what you’re offering. The best way to do that is to ask questions.

Start a discussion. One of the ways I like to fuel engagement with my community, especially on social media, is to start a discussion. I’ll ask, “Have you ever experienced a time in your life where you faced adversity and you weren’t sure how you were going to get through it?” Then I’ll offer some tips on how to do that. I’ll ask, “Hey, what are some things that you have been through and how did you overcome those adversities?”

This encourages discussion and we go back and forth, exploring ideas. This is a great way to start to communication and, more importantly, it helps your community to become engaged. And then do you know what happens? An entire arena opens up for other people to come in and start to engage in that discussion as well.

If you’re using social media, try going live on Facebook once or twice a week. Ask really good questions, get engagement and discussion flowing and your community will open up and then share more with you and others. Now you will be able to adjust and fine-tune the way you communicate and answer based on what your community has shared in this engagement.

A great way to build even more rapport is to really understand how your potential client or audience sees the world and how they experience it. We talk about this in our CCF programs, such as the Level 1 Certified Coach Practitioner Course. In this foundation course, explore how to build rapport and how to understand the unique ways your clients’ process information.

To recap, our first step is to create high-quality content and don’t sell right off the bat. Remember, 90% of people will not care about your services right upfront. They’re going to want to know who you are and then receive some kind of value from you. And, most importantly, they’re going to want to connect with you. And to do that, you need to build rapport before you can ask for people to buy from you or to sign up for your services.

Our second step is to be consistent. The best way to do that is to create a content calendar for yourself. Layout 52 weeks of your content creation: what you’re going to share with your clients, how you’re going to engage them, and always be creating new material. New material doesn’t mean that you can’t recycle and reuse previously created content. Create new and repurpose existing material in a new way.

Our last step is to engage with your audience through asking for feedback, asking them to engage through questions and discussion.

I hope this will help you start to build momentum and rapport with your audience and potential clients, through content creation, your social media platforms and, as a result, allow you to make more connections which lead to more potential and actual clients.

On a personal note, I know many of you have already completed some of our certification levels and may be facing some transitions in your life right now.

I remember looking back when I decided to get out of the industry that I was in and start to move into coaching. I questioned whether or not I could do it but, most importantly, I wondered how I going to connect with more people and what services could I offer them? How could I become an expert and help them transition from where they are, to where they wanted to be, and really thrive in life?

The Certified Coaches Federation offers many different programs and certifications that will allow you to hone in on your skills and become certified so you feel confident that you can go out there and start a coaching business right away.

If you’d like to know more about our programs and levels of coach certification, visit our certifications page.


Mike Chambers is a Certified Master Coach, CCF Coach Trainer and President of Healthy Wealthy and Wise Corporation.

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to say, what is you have to offer and more importantly, how you can help them as a coach. Now, what we want to remember is we don’t want to be selling, especially when we’re creating content right upfront. 90% of people who see your content are not going to care about what your services are and not going to want to buy from you right off the bat.It’s important to remember that because what we want to do is we want to create high quality content, but most importantly, give a lot of value to the people who are looking into who we are, what services we have to offer, especiallyas a coach, and what we are passionate about . You became a coach for a reason. You wanted to help people. You wanted to help people through some difficult times in their life. You Wanted to help them get the most out of life, live their lives to the absolute fullest and achieve the goals that they set out for the year and the best way to be able to really start to connect with people and show them what you’re about, who you are as a coach and how you can help them is to really create high quality content.You want to engage with them and educate them, and you want to remind them about what the skills are that you have and how that can help them if they choose to work with you. So number one is create high quality content.Now the second one to consider is to be consistent. And this is where a lot of people don’t focus on enough. In order to be successful and build rapport with people, especially with your online social media presence and content, you want to be consistent. So a couple things that really work for me is I created a content calendar. It allows me to lay out the next 30, 60, 90 days of content of what it is i am actually going to be sharing with the people who may be interested in my services and who may be interested in working with me as their coach or who may be interested in buying a program from me.We want to be consistent. The person who isn’t consistent is somebody who shows that they can’t be trusted and can’t be relied on. When someone is just checking you out and wanting to learn more about who you are, what you have to offer and how you can help them, they are going to want to see that you’re consistent and that you have a lot of value that you can offer them. So we tie the two together. You want to create high quality content, but you also want to be consistent with that content. So whether you’re following up with them every few days with an email campaign, posting daily on your social media accounts, making sure that you’re doing videos once or twice or three times a week, people will see that you’re consistent because they will see you over and over and over again. A lot of people, when they are first discovering who you are, what you have to offer and how you can help them, they’re going to want to see you consistently before they make that decision to take the next step and reach out to you.So first is create high quality content. Second is be consistent with your with your content that you’re creating. Lastly, and this is so important, is to engage with your audience. It’s not enough to just talk about your story and share what it is that you’ve gone through and how you can help people who potentially may want to work with you. It is just as important to make sure that you engage with your audience in a way that brings them into your world and shows them what you’re capable of, how you as a coach are the expert that can really help them take their life to the next level. That you can help them achieve all of their goals, overcome any challenges or adversities they may be facingand how you are going to be able to help them do all of that.So there are three ways to help you engage with our audience. The first is to ask for feedback. Don’t be scared to reach out to people and ask for feedback. Ask them how did you like my video.What did you think of the topic I discussed today? There are so many different ways to get feedback from your audience. It’s okay to get feedback because it helps you improve as a coach, as somebody who’s communicating to potential clients and it helps you get them engaged and feel connected with you. One of the best ways to build rapport in my opinion is to engage with your audience so you can have that connection with that person. That’s how you start the process of building rapport with them.The second is to engage with your audience is ask questions and not just ask questions, but ask engaging questions. Questions that will allow them to really go deep inside themselves and maybe go a little bit farther into whatever it is you were talking about on your social media or in your video that you shared with them. Asking engaging questions like what is one of the biggest challenges you faced in your life and how did you overcome them. Get them to share, get them to be engaged, get them to really become partof your message part of what you’re offering and the best way to do that is to ask questions.The third is to start a discussion. One of the ways I like to really engage with my people especially on social media is start a discussion.So I’ll ask people, have you ever experienced a time in your life where you really faced some adversity and you weren’t sure how you were going to get through it and I’ll offer some tips on that. And then I’ll ask, Hey, what are some things that you went through and how did you overcame those adversities. I get them to start a discussion and we go back and forth, and that’s a really a great way to start to communicate with them. More importantly it helps get them to be engaged in the discussion. And you know what it does? It opens up a whole arena for other people to come in and start to engage in that discussion as well. So if you’re using social media, maybe you’re going live on Facebook once a week, twice a week, a great way to get people engaged is to start a discussion.So, asking them some really good questions and getting them engaged and starting that discussion, which will really help them to open up, share more about themselves and be engaged. Now you will be able to adjust the way you communicate and answer based on what they’ve shared. A great way to build rapport is to really understand how your potential client or audience sees the world and how they experience it. We talk about This in some of our programs, like the level one Certified Coaches Federation coach practitioner training course. We talk about how to build rapport and how to engage in starting a discussion.So the first was to create high quality content and don’t sell right off the bat. Remember 90% of people will not care about your services right up front. They’re going to want to know who you are and get some value that you will give to them. And most importantly, they’re going to want to connect with you. And you’ve got to build rapport before you can ask for people to buy something or sign up for your services.Number two was be consistent. And the best way to do that is to create a content calendar for yourself. Lay that out. One of the best ways to do that is actually lay out your 52 weeks of content creation.What you’re going to share with your clients, how you’re going to engage them and so forth, and always be creating new material. New material doesn’t mean that you can’t recycle it and reuse it. But it’s important that every single month, in my opinion, you create new content, new material that keeps engaging people and gets them to connect and really resonate with you. And that’s a great way to build rapport.And last but not least is to engage with your audience through asking for feedback, asking them to engage through questions and starting a discussion.So hopefully this video will help you start to build some momentum and help you in building rapport with your audience and potential clients, through your content creation, through your social media platforms and allow you to make more connections which lead to potential clients.I hope you enjoyed this content for this week. Stay tuned for next week where we are going to be talking about how to build rapport, on a different level, as it relates to you building rapport with your clients in your coaching business. So thanks for watching everybody. We really appreciate it.If you want to know more about what Certified Coaches Federation has to offer, all our different programs and different levels of certification, you can go To certifiedcoachesfederation.com or click the link down below, which will take you to our website and you can learn more about what we have to offer. A lot of you have already gone through some of our certifications and a lot of you maybe are facing some transitions in your life right now.I remember looking back in my life and when I decided to get out of the industry that I was in and start to move into coaching there was that question, whether or not I could do it, but most importantly was how was I going to connect with more people . What services could I offer. How could I become an expert and show people that I was a coach that could help them transition from where they are, to where they wanted to be, and really thrive in life. With the certified coaches Federation, we have a lot of different programs, different certifications that will allow you to really hone in on your skills and get certified so you feel confident that you can go out there and really start a coaching business right off the bat and really get going on this. Again go to certified coachesfederation.com and, stay tuned for next week. We have another really great episode coming your way. Thanks for listening everybody. We’ll talk to you soon and have a great day!Quotes for posts:1-if youdon’t have rapport, it’s really difficult to connect with somebody -Mike Chambers2-People don’t care how much you know until they know how much you care -Theodore Roosevelt3-It is important to make sure that you engage with your audience in a way that brings them into your world and shows them what you are capable of.-Mike Chambers

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