Check out Matt Kendall at www.successfulcoachesclub.com

1. The 5 Essential
Steps to Become
a Successful
Practitioner
BY MATT KENDALL
Get the slides:
www.successfulcoachesclub.com

2. Aims of this talk
• To give you an honest overview of what is
required to make it in the coaching/therapy
business
• To arm you with strategies and resources
• To help you understand the legal and admin
side of business

3. Possible consequences
• By not implementing the legal and admin steps,
it puts you in a very vulnerable position
• Without putting the marketing steps into place,
you are unlikely to have a stead stream of high
quality clients
• Unlikely to be able to expand or grow your
practice

4. Don’t be like James
• Was a great therapist
• Didn’t understand about business
• He didn’t like selling
• Had NCA (Next client anxiety)
• Spent lots of adverts and logo
• Became a course junkie
• Lowered his prices, attracted bad clients
• He now works a 9-5

5. Who am I?
• Started in Hypnotherapy in 2004
• Run several businesses
• Started “Interesting Talks London” with 25k members it is the
largest self development Meetup in the world
• IEMT practitioner and trainer
• Public speaker, podcaster and workshop facilitator
• Currently working on Successful Coaches Club

6. Topics we are covering
•Legal and Admin
•Branding
•Sales Funnels
•Business Management
•Expansion and growth

7. 1: Legal and Admin
• Tax
• Business type
• Payment Gateways
• Business bank account
• Insurance
• Place of work
• Certifications
• Governing bodies
• CPD

8. 1:1 Legal and Admin - Tax
• YOU are 100% responsible
• You must register with HMRC
• The fiscal year is April 6th – April 5th
• Tax returns by 31st January
• Class 2 and 4 NI
• Payments on Account
• Use accounting software
(Quickbooks)

9. 1:2 Legal and Admin – Business Type
• You must register with HMRC
which business type you are
• Sole Trader/Self Employed
• Partnership (and self)
• Limited Company (LTD)
Sole Trader
Limited
Company
Partnership

10. 1:3 Legal and Admin – Payment Gateways
• A payment gateway is not a
bank account
• It is a method of transferring
payment to a bank account
• These must be in your
business name

11. 1:4 Legal and Admin – Business Banking
• It is so important to have a
business bank account
• Easiest to link it with
personal accounts
• You get a separate
debit/credit card
• Keeps things straight
forward

12. 1:5 Legal and Admin – Insurance
• You need to cover yourself
• Public liability
• Professional indemnity
• About £4M seems average
• Also think of health and accident

13. 1:6 Legal and Admin – Place of Work
• It is always safest to work from a
professional location
• Avoid working from home, you may
need to do risk assessments
• Using public parks often requires
permits (personal trainers)

14. 1:7 Legal and Admin – Certification
• Get trained by reputable companies
• Invest in yourself
• Do not do therapy, if you are not qualified
and/or uninsured

15. 1:8 Legal and Admin – Certification
• Register with the appropriate
governing bodies
• Take advantage of their block
schemes for insurance

16. 1:9 Legal and Admin – CPD
• Continuing Professional
Development
• Some governing bodies
require this, make sure you
know in advance

17. 1:10 Legal and Admin – GDPR
• General Data Protection
Regulation
• Make sure you and your
systems are compliant

18. 2: Branding
• Target Market
• Who are you?
• Website and domains
• Social media
• Content creation

19. 2:1 Branding – Target Market
• You need to get crystal clear
on who your target market it
• You should not be all things
to all people
• You should be like marmite
• You could have the best
service ever, but it can fall on
deaf ears.

20. 2:1 Branding – Target Market Questions
• Is there a built-in bias to the
way they make decisions?
• Do they have their own
language?
• Who else is selling something
similar and how?
• Who else has tried selling them
something similar, and how has
that effort failed?
• What keeps them awake at
night?
• What are they afraid of?
• Who or what are they angry
about?
• What are their top three daily
frustrations?
• What trends may occur?

21. 2:2 Branding – Who are you?
• What do you stand for?
• What do you do?
• What transformation are you
delivering your clients?
• What are you against?
• Why should people use you
over other people?

22. 2:3 Branding - Website and domains
• Websites should not be
about you, but about the
service/transformation
• People are not searching for
you, they are searching for
solutions to their problems
• Your domains should reflect
this i.e. “stop-smoking-
London” use keywords

23. 2:3 Branding - Website and domains
• Websites now should be
primarily designed for
mobile
• Pictures and video over text
• Easy on the eye and not
overly confusing

24. 2:4 Branding – Social media
• Where does your target
market spend most of their
time?
• That is where you should
spend your time
• You need a strategy
• Repurpose your content on
different platforms

25. 2:4 Branding – Social media
• There is no such thing as a
personal account anymore
• You need to have the same
name across all platforms
• Social media is NOT for
selling

26. 2:5 Branding – Content
• Some people consume,
others produce content!
• You need to schedule your
content and be consistent
• It should include calls to
actions (to get people into a
funnel)

27. 2:5 Branding – Headline Generator - Dating
• 7 Rules About DATING Meant
To Be Broken
• Why Most DATING apps Fail
you
• Get Better DATING Results By
Following 3 Simple Steps
• 15 Lessons About DATING You
Need To Learn To Succeed
• DATING Adventures
• Some People Excel At DATING
And Some Don't - Which One
Are You?
• Why Most People Will Never Be
Great At DATING
• Get The Most Out of DATING
and Facebook
• Improve(Increase) Your DATING
In 3 Days
• Why My DATING Is Better Than
Yours

28. 3: Sales Funnels - A I D A
•Awareness
•Interest
•Desire
•Action

29. 3:1 Sales Funnels – Awareness
• Making people aware of who you
are
• Podcast guest
• Networking
• Speaking at events
• Social media
• PR
• Point to a lead gen
• NOT SELLING!!!

30. 3:2 Sales Funnels – Interest
• This is your main content
• Great platforms include
blogging, Youtube, podcasts,
FB Group etc…
• People become a subscriber as
they like you!
• Help people! Give people great
advice! Be of service!
• NOT SELLING

31. 3:3 Sales Funnels – Desire
• Start to demonstrate what it is you
do (the transformation)
• Case studies
• Testimonials
• Builds credibility
• Make sure they are specific to the
client
• NOT SELLING

32. 3:4 Action – Sales call (Zoom or in person)
• The client should be presold
• You should have a procedure to
take them through
• If appropriate, take them on as a
client (DO NOT DO ANY
COACHING/THERAPY UNTIL
THEY ARE PAYING YOU)
• EASY SELLING 

33. 4: Business Management
• Packages
• CRM and follow up
• Taking payment
• Referrals
• Testimonials

34. 4:1 Business Management - Packages
• How do you package
what you sell?
• Have different prices,
rather than different
services
• How do you deliver
them? Zoom or in
person?

35. 4:2 Business Management - CRM
• Systems for keeping in
contact with leads and client
• Hubspot and Zoho
• Don’t leave business on the
table

36. 4:3 Business Management - CRM
• You need to be able to take
payment from clients
• Invoicing system (Paypal)
• Chip and pin machine

37. 4:4 Business Management – Referrals
• Referred clients are
AMAZING!!!
• What system do you have in
place to get them?
• What rewards do you give
people?

38. 4:5 Business Management – Testimonials
• How do you do
testimonials/reviews/case studies?
• You need a system in place
• Make them relevant and in-depth
• Have a format you use

39. 5: Expansion and Growth
• Outsourcing/staff
• Digital products
• Group coaching
• Retreats

40. 5:1 Expansion and Growth – Outsourcing/staff
• You must be in control
• Hire people to replicate you
• Focus time on what you do
best
• Start on Fiverr or Upwork

41. 5:2 Expansion and Growth – Digital Products
• Once you are great at what
you do, make a product
• Create your own system
• Sell it as videos or
membership site

42. 5:3 Expansion and Growth – Group Coaching
• You can only do so many 1-2-1
sessions
• Coaching groups is a great
way to work with more people
• Also create a community and
accountability

43. 5:4 Expansion and Growth - Retreats
• Growing in popularity
• Super high value clients
• You get amazing holidays
• Work with others

44. Recap
• You should know more about the business set up
• Questions to ask your target market
• Questions to ask yourself
• More about social media and website
• What a funnel is and how it works
• How to package your services
• How to expand your business

45. Feeling overwhelmed?

46. How I can help you – Successful Coaches Club
• Online membership site
• Expert masterclasses
• Facebook Group
• Community
• Focused on helping you
grow your business
• Launches in March £30 pm

47. How I can help you – IEMT Training
• An incredible way of working
with clients
• 2 days hands on training
• Certified and insurable
• I do several a year
• Next one is 2&3rd March
• Limited to 14 people
• £397 (Best You price £297)

48. How I can help you
• 12 months unlimited access
to SCC (£360)
• A zoom 1-2-1 with me (£247)
• £607 value
• Best You offer
• £97

49. Keep in contact
• Facebook: The Matt Kendall
• LinkedIn: The Matt Kendall
• YouTube: Matt Kendall
• Talks: Funzing – Matt Kendall
• IEMT: www.iemtacademy.com
• Slides: www.successfulcoachesclub.com
• Stand G8 come for a chat!