Smoke & Mirrors: how to avoid losing money on business coaches and classes.

THE UGLY UNDERBELLY OF ONLINE BUSINESS COACHES 

OMG. Is she reading from a script?

Up until that moment, everything she said sounded wonderful! The woman on the other end of the phone was going to help me strategize and take my business to the next level. She seemed sincere and knowledgeable. 

How do I know she was reading a script? 

At first, I didn't. And when alarm bells started to ding, I denied the truth because it seemed so absurd. Plus, she spent ten solid minutes telling me all of the ways she would make my business "amazing" and repeatedly told me how unique I was.

Why would she just fill my name in a blank? Why would she LIE to me?

Then I made excuses for her… maybe she has been saying this so much it's been memorized, and she sounds robotic? Nope. Not the case. 

THE SECOND SHE TOLD ME HER PRICE, I KNEW SHE WAS B.S.

People, she was charging more money than my past two (legit) business coaches COMBINED.

Before I proceed, let me make it VERY clear: I will happily pay for qualified help. Asking for (and paying for) help is key to staying sane.

As I heard her out, I found myself getting unusually angry. But not for me (although I would love to get that hour of time back), but for everyone else who doesn't have 10 years of online facade building and tearing down in their back pocket.

• For those of us who trust a wee bit too much.

• For those of us who aren't familiar with the world of online coaching, mentoring, and consulting.

• For those of us who haven't seen how easy it is to get "certified," gather fake testimonials, or hype a business that doesn't exist.

Because this woman had CLEARLY taken a class or gotten help scripting a program and sales pitch, which included pricing herself high because "that tells everyone you're a professional!" (insert dramatic eye-roll).

Naturally, I declined her offer and took to the streets in search of my next business coach.

I asked friends and trusted business acquaintances for referrals. And, magically, I found the name of a qualified coach with a thriving business dedicated to keeping people in check.

Bonus? Her price for an entire year equaled the price the other woman was charging for just 3 months. (Ridiculous.)

You might ask why I'm not naming names? Well, I could call out the Used Car Saleswoman, but why? SHE isn't important. But she did all of a favor.

SHE REMINDED ME OF THE IMPORTANCE OF OUR INTUITION.

The moment we ended the call, I revisited her website with fresh eyes.

It was just one page, no blog, and next to zero information. The first time I saw it, I didn't listen to the feeling telling me something was off. I quieted my inner voice and made excuses for her lack of information: "She was THAT good. She doesn't need to put it out there."

And this is what someone said would happen — her lack of information would look like confidence.

How do I know? Because I've heard (and have been told) similar stories for over a decade.

Lucky for me (and my bank account), I caught on sooner rather than later.

Because I have a successful photography business, I know a bit about the psychology of selling, which is why I could see through her smoke. Side note: if I could go back in time, I'd ditch the Philosophy degree and grab one in Behavioral Economics instead— it's FASCINATING!

When I shared my findings with my guy, he reminded me how fortunate I am to have my background asking, "How many people do you think she has fooled?" 

WHICH IS WHY I WROTE THIS ARTICLE.

To help other women avoid the money drain of online charlatans. (Isn't that a great word?! I'm going to making a fantastic 90-year-old.)

If you're online searching for inspiration and help - be it with weight loss, remodels, and yes, my favorite, starting that business (or making one stronger!), you need to trust your gut. If something feels off, it probably is.  

Here are seven ways to avoid an unqualified coach or consultant:

1) A pretty website doesn't mean they're good at what they do

Did you know that people can get a website up and running for under $100? Or how easy it is to get a certification or license. There are so many unqualified people pitching themselves as the answer to your problems.

The woman I spoke with had paid someone to give her a script and a process to follow. She didn't earn her knowledge. She bought it.

So dig around. Look for content that speaks to you. Look for history.
How long have they been in business?
What did they do before they opened up shop?
What is their promise? (Is it rhetoric? Is there substance?)

2) Do they talk about price?

Is there any indication of how much this endeavor will cost you? If they don't talk about money, it's intentional. They want you to contact them first. They want you to feel like you need them. They want you to feel like they're the answer to your dreams before they drop the 4K price tag on you. 

3) What is their social presence?

Facebook, Twitter, Instagram, Linked In, etc. If you can find them in these places, look at what they're saying. Do you see any disconnect from their promise? Do they still resonate with you? 

Don't worry about their followers; worry about their content. Are they active? Do they engage with their followers? 

Social proof is critical. 

4) Do a quick search on their name

Just like you search for the best pair of strappy summer heels, search online for information about them. It's scarily impressive what you can find out about someone with a bit of help from Google.

After I hung up the phone with the Used Car Saleswoman, I checked into her and immediately found from her comments on a blog she's been in business less than a year. Sweet baby Jesus. I'm more qualified to help myself than she is! (Warning: blood starting to boil - again).

5) Test the Testimonials

Don't give too much weight to glowing reviews. Testimonials are easy to slap up on a website - they can be done in exchange for free services, too, so you might want to ask if everyone who gave a testimonial was a paying client. 

6) Get them on a video call.

If you find someone you're thinking about hiring, NEVER pay them before talking with them! Ask them to pick up the phone and speak to you, or better yet, Zoom/FaceTime/Hangout. It's hard to read from a script if someone can see you.

And, if they say they're too busy to accommodate your request, then turn on your pointy-toed heels and head for the door. If they can't give you a little time upfront, how will they treat you after getting your money? 

7) Trust your gut.

Disregard what your mom taught you and be judgmental. Snap judgments are absolutely acceptable when dealing with businesses.

You don't need to be shackled to your first impression, but you definitely need to place a higher value on it.

In the end, if you're having trouble with any of these, it's a giant red flag. Move on to the next person on your list, or hit up your friends and family for help. You can find an honest business/marketing/nutrition/life coach - you have to keep your eyes open.

Here's to keeping your money in your bank account!

P.S. If you’re looking for life balance, business balance, or a life plan, let’s talk. I’m not afraid to show my face. Book a free 20-minute video call HERE