Let’s be real—most people spend way too much time obsessing over their weaknesses. (You know, like that awkward question in job interviews, “What’s your biggest weakness?” Ugh.) But if you’re coaching clients, it’s time to flip that script and focus on their strengths. Why? Because those strengths are what’s going to set them apart and make them successful. And here’s the kicker: most people have no idea what they’re *actually* good at.
So, it’s up to you to assess your clients’ strengths and uncover their core competencies. Sounds fancy, but trust me, it’s not rocket science. It’s about digging into what makes them awesome and figuring out how to use that to their advantage. Let’s break it down.
- Stop the Weakness Obsession
First, we need to address this fixation on fixing weaknesses. Sure, improving areas where they’re lacking is important (no one’s saying ignore the dumpster fires), but the magic happens when you start playing to your clients’ strengths. You know what they say: “Don’t bring a knife to a gunfight.” Well, don’t send your clients into battle without knowing their secret weapons.
- Identify What Comes Easy to Them (But Seems Hard to Everyone Else)
Core competencies are those things your clients do effortlessly—things they don’t even realize are special because they come naturally. Maybe they’re a killer negotiator, or they can build rapport with anyone in under five minutes. (We all know someone like that, right?) The point is, those are the skills that set them apart in the marketplace. They’re the things that clients might overlook because, to them, it’s just “normal.” But to everyone else? It’s their superpower.
- Make the Strength Relevant to Prospects (Remember, speed is irrelevant if you are going in the wrong direction.)
Here’s a critical tip to ensuring relevance… focus on the strength that addresses the main problem their prospects have that they don’t want and want to rid themselves of. The core competency shouldn’t be vague and they shouldn’t be irrelevant—they’re tangible, actionable skills that make a measurable impact on solving a problem. Dig deeper.
- Build the Business Around What Works
Now comes the fun part: leveraging those strengths. Help your client build their business, brand, or career around what solves prospects main problem and one they’re best at solving. This isn’t about pigeonholing them—it’s about leaning into their strengths in a way that maximizes their potential. You wouldn’t ask a chef to build houses, right? Same logic. Find the space where they thrive, and let them double down on it.
- Confidence Boost (The Sneaky Side Effect)
By the way, there’s a nice little side effect of helping your clients identify their strengths: confidence. When people realize they have these core competencies, it’s like watching someone unlock a cheat code. They stop second-guessing themselves and start focusing on what they’re already amazing at (instead of worrying about everything they aren’t). And let’s be honest—everyone could use a little more confidence.
- Set Them Apart in the Market
Here’s where the rubber meets the road. Once your client knows their core competencies, they can position themselves differently. Competence isn’t just about being good—it’s about being good at the right things. The things that matter. Help your client use their strengths to stand out in their market, whether it’s through marketing, networking, or even just how they pitch themselves.
- Problems and Strengths Aren’t Static
One more thing before we wrap this up—strengths evolve, as do the problems they solve. As your client grows, they’ll uncover new competencies, and it’s important to reassess as they go. Don’t get too comfortable thinking you’ve got them all figured out. There’s always more to discover.
The Takeaway
So, if you’re serious about helping your clients succeed, stop wasting time trying to make them well-rounded, jack-of-all-trades types. Instead, focus on what they’re already great at and turn that into their competitive edge. Find their core competencies, leverage them to solve real problems, and watch their confidence and success skyrocket. Trust me, they’ll thank you later (probably after their big deal or business breakthrough).
And remember, it’s not about what your clients can’t do—it’s about helping them realize just how incredible they are at what they *can* do… that solves a real problem in the marketplace.