Episode Details

Robbie Mould Helping Coaches Turn Interest Into Client Conversations | Creator of the Interest-to-Client Framework I’m Robbie Mould, Managing Director of Mativus. I work with experienced coaches, particularly ICF-accredited coaches, to help them turn the interest they are already creating into more of the right client conversations. My background is in websites, digital strategy and technology. Over the years, I started noticing the same problem with many very good coaches. They were doing all the things they had been told to do. They were posting on LinkedIn, speaking at events, appearing on podcasts, writing books, networking and building strong reputations. Yet all that activity was not always turning into the number or quality of clients they expected. Usually, the problem was not that they needed to work harder or become better at selling. There was simply a gap between someone becoming interested in them and knowing what to do next. That is what led me to develop what we now call the Interest-to-Client Framework. The idea is simple. If somebody hears you on a podcast, reads one of your LinkedIn posts or sees you speak at an event, what happens next? They might visit your website. They might look at your LinkedIn profile. They might read a few pages, disappear for a week and come back later. They may be interested, but nowhere near ready to book a discovery call. I believe coaches need to make that journey easier. Not by using aggressive sales tactics, complicated funnels or constant follow-up. In fact, most coaches I meet are uncomfortable with traditional marketing because it often feels at odds with how they want to work with people. My approach is different. I look at how coaches can create a clear, useful path that helps the right person understand who they help, recognise themselves in the message, build trust and decide when they are ready to have a conversation. Through Mativus, we help coaches put that thinking into practice using their positioning, website, content, lead capture, follow-up and CRM. But I am much more interested in the thinking behind the system than simply talking about websites. Some of my favourite conversations are around questions such as why an impressive coaching website can still fail to generate clients, why more LinkedIn activity is not always the answer, how coaches can market themselves without feeling pushy, and what actually happens in the weeks or months between somebody discovering a coach and eventually deciding to contact them. I also have a growing interest in how AI is changing the way people find experts. More potential clients are now asking tools such as ChatGPT questions they would previously have typed into Google. That creates a completely new challenge for coaches who want to be discoverable and understood online. Hosted by Simplecast, an AdsWizz company. See https://pcm.adswizz.com for information about our collection and use of personal data for advertising.