ISSA Nutritionist Chapter 13: Business in Nutrition Coaching

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Chapter Goals:

• Explore and describe the most common forms of nutrition coaching.
• Be able to discuss how to write a nutrition coaching business plan.
• List the methods used to build clientele.
• Be able to discuss the importance of getting client referrals. 

Introduction

Nutrition Coaches may work as independent contractors for a fitness facility, they can work directly for the gym, or they can work independently and have their own client base.

Oftentimes nutrition coaches will work as employees in companies and organizations. 

Coaches who work independently will be nutrition coaches and small business owners. 

Freelance nutrition coaches work for themselves with their clients and must develop a business plan, market their services, and find their clients.

Style of Nutrition Coaching

The first step in starting an independent coaching business is determining the coaching style it offers and the targeted clients.

Coaches need to know the scope of practice for certified nutrition professionals. Nutrition coaches are not allowed to offer medical advice or diagnose conditions. 

In-person Coaching

Nutrition coaching is flexible and can take on many different forms. 

In-Person coaching is possibly an option for health clubs, private fitness facilities, or at home. 

The disadvantage of in-person coaching is that the method requires more logical planning. So that both the client and coach can meet at agreed times and places.

Group Coaching

Solo sessions with clients allow for a good foundation, but groups and community services for nutrition also have a place in the coaching business.

Group sessions do not give much time for individual meal planning, but question and answer sessions can give value to the clients. A group session may be ideal for you to meet and network with even more clients.

The major benefits of group coaching are things like support and accountability. Open communication in groups allows for the encouragement of mutual support from those in the group.

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Virtual Coaching

Online and virtual coaching services are rapidly gaining popularity with coaches and clients.

Nutrition coaches allow you to reach clients globally using websites, nutrition apps, and social media platforms.

This also allows for a potentially larger client base.

Corporate Wellness Coaching

Corporate wellness is increasingly popular with employers. 

Health care is always rising in costs, and employers always wish to reduce their healthcare premiums, and the use of nutrition coaches in these settings can be quite beneficial. 

Writing a Business Plan

Planning is a vital part of the process of creating a small business. 

Planning includes learning about the competition, the available market, and the accessible funding for the business.

Business plans will outline new businesses’ structure, marketing, and growth.

The Small Business Administration, or the SBA, is an organization that is available to all small business owners and anyone interested in starting a business.

The SBA gives resources like consultants and business loans.

There are two types of business plans, according to the SBA.

Traditional Business Plan

The traditional format is ideal for detail-oriented people looking for a comprehensive overview and plan for a new business.

The elements of this traditional business plan are:

• An executive summary of the what and the why of the business. 
• A detailed company description and market analysis should be part of this plan and it will explain the market for the business and give an in-depth look at the local competition.
• The business plan will describe the type of organization.
• A comprehensive description of services offered should be put in here, too, along with an estimate for the customer life cycle.
• Marketing should be a part of this business plan.
• A traditional business plan should be used to get funding, so it needs to have financial projections and requests made for funding.

Lean Business Plan

This will include most of the same information from the traditional business plan but with a lot less detail.

The owner and any other employees mainly use this type of plan to organize the structure, finances, and plans for future growth. 

Lan formats are ideal for smaller businesses starting up fast and offering only a few services.

Marketing

This is essential for bringing awareness and bringing in new clients for a business.

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You need to look at your target market to market to them most effectively. You should make use of online analytics and the conduction of surveys for customers. Social media is a growing tool for this, also.

Business messaging is key for consistent marketing and branding. For creating business messages, you first determine the audience and then find how the business will put its marketing efforts in and remain consistent. 

Social media and online presence for companies are proving to be the hallmark of modern marketing today. 

Researching competitors is important so you can use the most effective tools to enhance your business, and what better way than by looking at other successful similar businesses?

A SWOT analysis examines strengths, weaknesses, opportunities, and threats.

Building a Client List

Coaches must work to develop some long term relationships with clients and work on adding in new clients at the same time. 

Determining the Need

Every possible client will have a goal or problem they wish to solve. Possible nutrition clients might have weight loss goals or need help becoming more consistent with an effective diet.

A superficial need is often a quick response that a person gives when asked why they are interested in working with a nutrition coach. So, you have to be prepared for that and also prepared to ask questions to help them expand on those superficial answers.

Filling the Need

It is possible to offer solutions to the client’s spoken needs directly. The new client must understand how it helps them meet their goals before committing to buying into your services.

Another thing to consider is that clients may have their needs and goals change throughout the time they are with you. So, it is important to maintain this good relationship with the clients to understand how their ideas change in the relationship.

Ask the right questions to the clients, and you will get the proper information from them.

Asking Questions and Taking Notes

When a potential client is considering buying into your services provided, you should address any of their concerns or barriers that may be stopping them from fully committing or signing up.

The coach needs to find the client’s hesitations and make them worry less about them. This is vital for signing new clients.

Talking about concerns in advance can be beneficial to reduce the likelihood that the client changes their mind later.

Close the Sale

A nutrition coach has a lot of work ahead in the way of uncovering the motivations and barriers that a possible client has. 

When asking for the sale, you should try using a few specific things:

• The possible client’s reason for wanting their change
• Some things they failed to do in the past
• The current goals they want to achieve
• What they feel they may have failed in trying in the past
• When they have felt most successful
• The services offered that would fit them the best

Closing doesn’t have to be super scary. It will likely go well if you ask good questions and act confident.

Client Referrals

A referral is vital for building up your clientele. 

When current and previous clients refer others for their services, it means that they trust the coach and value the service they received. 

Referrals may sometimes even come from someone who hasn’t been a client but knows what their friend is saying about the coach.

Promoters vs. Detractors

Both coaches and small business owners will find two types of people: promoters and detractors.

Promoters are the ones that had a good experience, and they are likely to refer services to another person.

Detractors are unsatisfied people that will do the exact opposite. 

It is a good idea to conduct surveys of current, past, and potential clients to see how your actions are perceived.

Positive Shareable Marketing Material

Using positive client reviews, with permission, is a great way to prove the value of services to new people looking in.

Marketing materials and posts with client testimonials should be positive, informative, colorful, and engaging for people to read.

When to ask for referrals

Any time may be a good time to ask for referrals, but people are most excited when they have seen results and experienced something positive. 

Coaches should try to leverage these exciting times into requesting referrals to new clients.

Common Business Mistakes to Avoid

Coaching clients is very different from handling a business. They both require different types of skills, but both skill sets will lead to a successful business in general.

Some common mistakes that are seen are things like:

• Failing to track client information
• Assuming everything needs to be done virtually. 
• Assuming all clients have adequate skills in technology
• Failing to check in with your clients
• Not asking the right questions during the customer life cycle
• Not targeting a specific demographic
• Failing to stay organized
• Failing to maintain professional boundaries
• Overwhelming the client with far too much information