Why Peer Advisory Groups Sell Themselves

We get asked why groups fill so easily for us. The answer is the product, not the pitch.

Peer-to-peer group coaching sells itself, because of what it actually offers a leader. And this matters most for coaches who tell us "I'm a great coach, but I'm not a great salesperson." Good news. You don't need to be. Nobody's coming to that call expecting their coach to fix all their problems. They're coming because they want the group to fix them.

Take a CEO running a $12 million company. He doesn't need someone to tell him how to run $12 million. He needs the guy in the room who was at $12 million two years ago and is at $30 million now. That's who he's actually there for.

That's the whole reason we don't do territories. We get specific. Really specific. Think 25 to 50 million dollar CEOs of construction companies, or landscape businesses. So a construction owner sitting at $15 or $25 million, trying to get to 50, walks into a room with someone already at $45 million who was at $25 million two years back. He wants to know exactly how that happened. Maybe that problem's already solved for him before he even asks the question.

That's what makes the group so attractive. Not the coach's sales skills. The match.

So we don't need coaches who can close. We need coaches who can coach.