A lot of my mentoring clients come to me terrified of competition.
It's easy to understand why - I was there myself at one point.
We've all been hypnotised into thinking like consumer brands. For a consumer brand, competition *is* bad. Here's why. In a typical consumer Market there's limited demand and over supply: in other words too many vendors chasing not enough buyers. So the law of supply and demand pushes prices down.
And many coaches put themselves into the same position by not specialising enough.
But imagine you were the marketing director of Aston Martin, eager to sell more cars.
Your clients have certain expectations of you.
They expect you to turn up on time. They expect you to listen. They expect you to deliver on your promises. Yes, they even expect you to help them with the issue you told them in your marketing that you can help them with!
They consider all of these as "standard". Which means that when you deliver it, all you're doing is meeting their expectations.
Guess what, meeting expectations doesn't get you very far. In fact, all it really does is keep you in the game.
If you want your clients to refer you on, if you want them to give you a glowing testimonial, if you want them to LOVE you then you have to give them a reason to do all that.