As a business coach, you want to find ways to not only generate new clients but keep existing clients engaged and coming back for more coaching.
People love to learn more about themselves. This is why astrology is still so popular in the modern era.
People want to learn about themselves, and this still applies when doing business coaching, especially if you are working with solo-preneurs (aka “solo entrepreneurs”) and small business owners.
What is an Assessment?
An assessment is a broad name that covers personality assessments, psychological assessments, career assessments, and other sorts of tests that can determine a personality type, individual tendencies, or a person’s strengths or weaknesses.
The term assessment tool applies to the quizzes or tests that generate the results of the assessment.
Today, many free assessment tools are available online, although some of the higher-end ones can cost a fee for testing.
As a business coach, you can potentially get certified in some assessments. This can be helpful for marketing purposes (and your own knowledge), although this is not a necessity to set yourself up as an expert in one of them.
Why Business Owners Can Benefit from Assessment Tools
For the small business owner who may be struggling, a personal assessment can actually be a very helpful tool. Oftentimes, business owners are having problems not because they don’t understand their own product or service, but because of doubts, insecurities, and self-sabotage.
Using the right assessment tool can help you help your client more effectively. It provides deeper insight to both you as well as the client. It can also often help as a blueprint of sorts for the coaching process.
If you are coaching more than one member of the business, you can use certain assessments for analyzing interpersonal dynamics and helping improve team coherence and performance.
Evaluating and Choosing the Right Assessment Tools for Your Clients
Some of the more well-known assessments/personality tests include:
- The Enneagram
- WorkPlace Big Five
Depending on your business coaching niche and the types of clients you serve, certain assessments may be more helpful.
For example, the WorkPlace Big Five assessment can be extremely helpful when looking at team members and how they interact with one another.
DiSC is a common tool used for career development.
Myers-Briggs has a strong association with psychology, while the Enneagram has a bit more of a “new age” flavor for some.
There are many other assessment tools available. Some have free online tests (either official or unofficial). Often, the official test may involve a fee for taking it.
As a business coach, you might be able to incorporate these official tests into your coaching, absorbing the costs for your client (or including it in your pricing structure).
You might even consider creating your own specialized assessment test.
Assessment Tests as a Marketing Tool
Assessment tools can help you grow your business in numerous ways.
1. Enhancing Credibility and Improving Your Niche
Having a certification in a particular assessment tool can add to your credibility with prospective clients and make them more likely to hire you.
Having an assessment specialty also helps distinguish you from other coaches who are targeting your desired demographic.
2. Mailing List Building
You may notice that a lot of the “free” assessment tests available online ask for the individual’s email address to get the test results.
This is really a way to gather email addresses for a mailing list.
Does this give you an idea? It should! You can have your own “free” online assessment at your website, which can be used to collect email addresses for your business coaching mailing list.
You could also offer a free coaching session to people after they finish the test to discuss their results.
You may have to hire a programmer or web developer to set up such a test for your site, but it would be worth it.
3. Content Marketing and Search Engine Optimization
By writing blog posts that contain the name of a popular assessment such as DiSC or Myers-Briggs (MBTI), you will generate traffic to your website.
Content marketing is an increasingly popular way to generate traffic to websites. It is more than just standard Search Engine Optimization. It is about publishing informative content with the appropriate focus keywords that can bring you targeted traffic.
For example, you may find that people are searching for a business coach with DiSC experience.
4. Word of Mouth and Referrals
If you have satisfied clients who got a lot out of working with you using assessments, they are more likely to tell their friends and social media contacts.
Assessments Are a Great Tool for a Business Coach
The bottom line: There are many great reasons to add assessments to your business coaching business.
It will both enhance your credibility as a business coach and give more to your clients.