The Practice & Business of Coaching

Jonathan Jordan
Certified Executive & Business Coach
The Practice & Business of Coaching
An Overview

Special Offer for Coaches
A Comprehensive Marketing Critique
so your marketing dollars bring you a return on your investment
For Only $297
Here’s What You Will Receive:
A review & analysis of your current, or planned, printed marketing
materials, and electronic material – e.g., your website.
Up to one hour of direct coaching after the materials have been
reviewed.
A review & analysis of your current marketing strategies with guidance
on where and how to find new business income.
To accept this offer, e-mail
Critique@MindfullyChange.com
Or call +1 (321) 214-5824

Some of What We Will Cover Today!
 THE ROOTS OF THE MODERN COACHING PROFESSION
 THE PRACTICE of COACHING
 The Coaching Paradigm vs the Therapy Paradigm
 The 4 Phases of an Effective Coaching Process
 The Power of Questions
 A Step-By-Step Guide to Conduct an Actual Coaching
Session
 THE BUSINESS OF COACHING
 The Importance of an Entrepreneurial Mindset
 Basic Business & Financial Fundamentals
 Defining Your Brand & Finding Your Niche
 Proven Marketing Methods

 Former Executive with Fortune 500 Companies
 Licensed Clinical Social Worker
 Series 6 and other Financial Services Licenses
 Nationwide and International Speaker
 Published Author
 Member of the Society for Neuroscience
 Certified Executive & Business Coach
 Owner of an International Coaching Business
Jonathan Jordan
Just a Little Bit About Presenter…

Presenter Contact Information
Jonathan Jordan
President, Global Change Management, Inc.
Please feel free to contact me with any
follow up questions or comments
E-mail: Jonathan@MindfullyChange.com
Follow me on Twitter: @MindfullyChange

My Coaching Business
 Began my own practice in 2005 (did have some previous
experience in executive coaching)
 Currently my coaching firm has 11 “affiliate coaches”
 Delivered over 8,000 paid coaches sessions to 150 plus
coaching clients
 In North America, Europe, Asia, South America, New
Zealand and Australia
 A handful of celebrities
 Three clients have appeared on the TV program “Shark
Tank”
 Ninety percent phone coaching – Most of my clients I have
not met face-to-face

My Coaching Business, Cont.
 Longest continuously, weekly coached clients: over 7 years
 Delivered paid seminars and keynote addresses on 3
continents – including India and Ireland
 Was paid by the US Senate to speak to the entire Senate
Staff on Capitol Hill in 2011
 Have spoken to over 100,000 people as a paid public
speaker (and flown over 1 million miles doing so)
 Written one book, “Brain Matters in Business”, and writing a
second one, “7 Practices to Greatly Improve Your Brain”
 Thoroughly love what I do and the positive impact it has on
others!

The Psychological Roots of the Modern
Coaching Profession
 Etymologically, the English term “coach” is derived from a
medium of transport that traces its origins to the Hungarian
word kocsi meaning “carriage” that was named after
the village where it was first made
 “The term ‘coaching’ was first recorded around 1830 in
Oxford University and was a slang word for a tutor who
‘carried’ a student through an exam. The word coaching in
this context described the process of transporting people
from where they were, to where they wanted to be. The first
use of the term in relation to sports came later in the 1800s.
Over the passage of time, the art of coaching is being applied
more and more in business and life in general “
From the book, Destination MBA: Showing You How to Get
There, by Mansie Dewan, “The MBA Coach” based in New Delhi,
India. (Mansie is one of my valued coaching clients)

A Few Quick Stats…
 Coaching as a professional began to emerge in the late 1980s
 Since 1990 coaching has grown from:
 Three coach-training schools to at least 273
 Zero professional associations to at least 16
 Zero magazines and journals to at least 11
Source: Grounded Theory of the Roots and Emergence of
Coaching, a dissertation by Vikki G. Brock

Milton Hyland Erickson
1901 – 1980
 An American psychiatrist and pioneer in hypnotherapy and
family therapy noted for his approach to the unconscious
mind as creative and solution-generating
 Having almost died from polio as a teenager, he struggled
with muscle control issues, was color blind, tone deaf and
dyslexic
 He developed incredible abilities to observe other people’s
behaviors and gauge their true intentions. Ultimately this
resulted in outstanding therapeutic successes that made him
a legend in his own time
 Founding president of the American Society for Clinical
Hypnosis, and fellow of the American Psychiatric Association,
the American Psychological Association, and the American
Psychopathological Association

Milton Hyland Erickson, Cont.
 His abilities to catalyze healing in others constitute a gold
mine of key insights into the human mind
 Neuro-Linguistic programming (NLP), creative methodologies
in the areas of communication and personal development,
and the Solution Focused Counseling approach grew out of
studies of a number of the most successful American
therapists at that time, including Milton Erickson
 NLP was also modeled on Fritz Perls, founder of Gestalt
Therapy, and Virginia Satir who focused her work on helping
people “become more fully human“
 Although many coaches are unaware of this, NLP and Milton
Erickson have greatly influenced modern coaching methods

A Few Quotes From Milton Erickson

Thomas J Leonard
1955 - 2003
 An American, considered by many to be the founder of the
modern coaching profession
 Founded Coach University (Coach U) in 1992
 Founded the International Coach Federation in 1994

Therapist-Client Relationship
 Historically, the therapist-client relationship was based on
the doctor-patient relationship and the hierarchical “medical
model.” The doctor, or other provider, is often viewed as
superior to the patient
 This relationship is also complicated by the assumption that
the patient is suffering (patient derives from the Latin patior,
"suffer") and/or sick (has pathology).
 In this model, patients have limited ability to relieve their own
suffering, often resulting in the patient feeling totally
dependent on the provider to “fix” them

Coach-Client Relationship
 The coach-client relationship is not based on the “medical
model” and is more peer-to-peer and less hierarchical in
nature. There is no assumption that the client is suffering
and/or sick. On the contrary, in the “coaching model” it is
assumed that the client is well and has most, or even all, the
resources the client needs to meet her or his goals.
 The coach is not attempting to “fix” the client but is helping
the client unlock the potential already within the client
 This model is more compatible with a mindfulness approach
 A secondary, unintended benefit of this coach-client
relationship helps establish that coaching is NOT a “medical”
intervention nor is a form of “treatment” and, therefore, any
laws or rules about medical treatment do NOT apply to
coaching

Some Reasons People Hire a Coach
 To define and live the life they really want
 To set and reach goals faster
 To become more financially successful
 To get ahead in their career
 To have a more successful business
 To improve their relationships
 To reduce stress and enjoy their lives
 To become a better leader

Source: Grounded Theory of the Roots and Emergence of
Coaching, a dissertation by Vikki G. Brock

Ask, Don’t Tell
Therapy Coaching
Explaining
(Blaming)
Consulting,
Teaching,
Advising
ASK
TELL
WHY
HOW

Story of a Stray Horse
By Milton Erickson
 I was returning from high school one day and a runaway horse
sped past … I jumped up to the horse's back, took hold of the
reins and said “giddy-up" and headed for the highway. As the
horse trotted along, now and then he would forget he was on a
road and veer off into a field of grass. So I would call his
attention and re-direct him back to the road where he was
supposed to be
 Finally the horse turned into a farmyard and the farmer said,
"Where did you find him?" I said, "about four miles from here."
"How did you know he belongs here?" I said, "I didn't know -
the horse knew. All I did was keep his attention on the road“

Phases of an Effective Coaching
Process
1. Focus attention on the desired outcome or goal
 Discover where the client really wants to go
2. Focus attention on creating the action plan
 Map the journey there
3. Focus attention on executing the action plan
 Inspire and motivate the client to take the steps to get
there
4. Focus attention on re-evaluating and refining
 Go even further (repeating the process)

Attentive
FOCUS
1.
Define
Outcome
2.
Create
Plan
4.
Refine,
Repeat
3.
Execute
Plan
Phases of an Effective Coaching Process

How to Conduct a Coaching Session
Preparation…
On the coaching session form:
 Note on the form whether or not the previous session’s
“Weekly Action Plan” (WAP) has been received
 Review the notes from the last session and have those notes
visible during the current session
 Note any “issues to address” during the session

In the Beginning…
 Ask, “Since our last session, in your opinion, what was your
greatest SUCCESS?”
 Ask, “Since our last session, in your opinion, what was your
greatest CHALLENGE?”
 And/or, “What will make this session a success for you?”
 What the client reveals in his or her answers to the 2 opening
questions, especially the 2nd one, will often be the first issue to
address during the session
 Sometimes this will be the primary issue for the entire
session

The Heart of the Session
Ask questions. For example:
 “What needs to happen to overcome that challenge?
 “What do you need to do to make that happen?”
 “If you had those resources, what would you do different?”
 “When will you do that?”

Why Questions Can Be More Powerful
Than Answers
 Asking questions of clients causes them to think and find the
answer within themselves - this empowers the clients
 This also creates answers clients believe in and are more likely
to be motivated to take actions based on their own answers. It
creates client “buy-in”.
 In the coach-client relationship, questions from the coach make
it a more peer-to-peer relationship than a expert-client, which is
consistent with the coaching paradigm (and is more consistent
with a mindfulness approach)
 It also allows the coach to spend more time to actively (or
mindfully) listen to what the client is really saying

Closure - Most Important Component
 “What will be your primary focus this week?”
 And/or “In order to move you even closer to your goal, what
are one or two tasks you intend to complete this week?”
 Suggest a “Weekly Action Plan” – usually based on the above
 Obtain the client’s commitment to complete the WAP. For
example, “So you are committing yourself to complete
these tasks by March 17?”
 “What was the main VALUE you received from today’s
session?”
 The above “final” question typically causes the client to move
beyond the session with that value still on his or her mind for
some time. It greatly reinforces the value for the client, and is
extremely helpful feedback for the coach

Definition of Social
 The word “social" in English derives from the Latin word socii,
which translates as "allies“ (plural)
 The term social describes animals, including humans, that
rely on each other for mutual survival and collective co-
existence
 Social creatures cannot survive and meet their needs other
than through the cooperative exchange of resources, what
humans call “commerce” or “business”
 Commence and business are social activities and involve
many of the oldest areas of the human brain

Dreams Can Come True…
But first you have to have one

The Importance of Beliefs & Attitudes
Scarcity vs Abundance
Do you believe there is only a
limited amount of wealth and if
you take your slice there will be
less for everyone else?
Do you believe that if
resources are handled
correctly, there is plenty for
everyone and that you being
financially successful also
creates opportunities and
prosperity for others?

Do You Have Mojo or Nojo?
MOJO
Take Responsibility
Run the Extra Mile
Want to Do a Great Job
Love Doing It
Appreciate Opportunities
Make the Best of It
Inspirational
Great Attitude
Determined
Zest for Life
NOJO
Victim
March in Place
Just Want to Get By
Have to Do It
Tolerate the Requirements
Endure It
Painful to Be Around
Lethargic
Lazy
Zombie Like – Living Dead
Attitude and an Entrepreneurial Mindset

Marketing Sales
Service
Delivery/
Production
Accounting
&
Admin
HR
Or
Team
Work Flow Direction
Technicians tend to focus on their “technical skills,”
not on what the business really needs…

Profit & Break Even Point
Break Even

Why Know Your Financial Numbers?
 Greater awareness of financial health of the business
 May reveal looming financial issues before it is too late
 Greater day-to-day money management
 Can the business afford to buy that or not?
 Knowing what is, and what isn’t, making a profit
 Data-based decisions and accurate projections
 Easier to value the business
 Increases the value
 Easier to sell/exit

3 Basic Business Financial Reports
 Balance Sheet
 A financial snapshot of the business
 Profit & Loss Statement (P&L)
 The amount of money earned or lost by the business
 Cash Flow Statement
 The amount of money that flows into and out of the
business
 Most likely to be the most accurate reflection of your
business bank account

Cash Flow vs Profit & Loss
What is the Difference?
A Couple of Things that can Make a Difference Between a P&L and
a Cash Flow Statement:
 Depreciation
 Cash Basis vs Accrual Basis

Predictable Cash Flow is Critical

Cash-Flow Calculation
(Usually Monthly)
 Client Fees
 Product Sales
 Speaking Fees
 Book Royalties
 Rent (paid to you)
 Bank Loans
 Business Mortgage/Rent
 Utilities
 Payroll
 Supplies
Money Actually Received Money Actually Paid
This will also help calculate the critical “break even point”

Coaching Specialties
(and Credentials)
More Common Specialties:
 Personal coaching
 Executive coaching
 Business coaching
 Leadership coaching
 Career coaching
 Relationship coaching
No jurisdiction (that I am aware of) has laws regulating the
practice of “coaching” in general, nor in any specialty area
Less Common Specialties:
 Life coaching
 Health coaching
 Dating coaching
 Job-hunt coaching
 ADHD coaching
 Financial coaching

Know Your Ideal Client, Cont.
 Sex
 Age
 Marriage Status
 Number of Children
 Education
 Income Level
 Type of Employment
 Size of Home
 Car Type
 Sports, Hobbies
 Recreation Activities
 Pets
 Politics
 Religious Affiliation
Basic Information Deeper Information

Definition of a Brand
 Logos and other “marks” of the brand do represent the brand,
but are not the “brand”
 Defining your brand starts with what you want your clients to
experience
 Logos and marks (sometimes called “branding”) are
secondary to the predicted client experience

Creating a Niche is About Creating a…

A Successful Unique Selling Proposition
(USP) Is…
 Unique
 Attractive to your target market
 Something that will get people
talking
 Something that can’t be easily
copied, or if it can be, it will be an
obvious rip-off on the part of the
offending business
 Specific, concise
 Appealing emotionally

Time vs Money
 Some marketing methods cost you a lot of money, but take up
little of your time
 For example, a newspaper ad
 Some marketing methods cost you a lot of your time, but cost
you little or no money
 For example, writing an “expert” column for a newspaper
 If a marketing method costs you both time AND money, you
probably don’t want to do it

AIDA = Formula For All Advertising

7 Reasons Why You…
or
7 Questions You Should Ask…
(or other odd number)
1…
2…
3…
4…
5…
6…
7…
Call to Action
E.g., For your free ____
Call 555-5555 Now!
TIP: If you struggle to come
up with the headline, start by
writing down 7 benefits of
what you sell – if you cannot
come up with 7, go with 5 or
3. Once you have that list,
then decide to frame your
headline as a question or
statement.
The Basic Format For Any Ad…

Family Stressing You Out?
I’m glad to help you…
• Improve Your Child’s Behavior
•Reduce Stress and Return Harmony to Your Family
•Save Your Marriage or Relationship
•Have the Family Life You Really Want
•Bring Fun Back Into Your LifeJane Lamb,
LMHC, LMFT
Marriage & Family
Therapist
Has procrastination ever helped you?
For More Information Call 555-5555 Now!
P.S. I’m a fully licensed and friendly professional
Conveniently
Located on Main
and Washington

Do you want a successful career in the restaurant world?
At Kitchen Experts, Inc. we offer you:
-A full Culinary Certificate in only 6 weeks!
-Individualized hands-on instruction
-A very affordable program
-Training form top culinary professionals
-Totally free job placement assistance
Classes begin soon, spaces are filling quickly
Call (555) 123-5310 for more information NOW!
An Actual Ad From a Client

A Client’s TV Commercial –
Seen on CNN

 Who Else Wants [blank]?
 This is a classic social proof strategy that implies an
already existing consensus
 Little Known Ways to [blank]
 Get Rid of [problem] Once and For All
 [Specific number] Quick Ways For You to [solve a problem]
Some Headline Examples

 Now You Can Have [blank]
 Have [or Build] a [blank] You Can Be Proud Of
 What You Ought to Know About [blank]
 Big curiosity draw with this type of headline, and it acts as
a challenge to the reader to go ahead and see if they are
missing something
 Discover What the Best [peer group, e.g., social workers]
Already Know
Some Headline Examples, Cont.

Examples of Proven Marketing
Methods
 Write a newspaper article or column – become an “expert”
 Write a book - maybe an eBook
 Workshops, lunch & learns, etc
 Follow up with leads, and past clients
 Surprise your clients with random helpful acts – surpass
expectations

Examples of Proven Marketing
Methods, Cont.
 Sponsor a local event
 Market to people who can afford your fees
 Create 2-way referral alliances with complementary
professionals
 For example, physical trainers, accountants, lawyers,
therapists
 Harness the power of social media

In Marketing Content,
Emphasize the Benefits, Not the Process
Ask yourself, “why” (not how) should
people become my clients?
What are the BENEFITS to the consumer?
Related note: Base your pricing on the benefits
to the client, not on your cost

Some Benefits of Being
a Professional Coach
 Achieve a blend of passion and income while doing
something you love to do
 Earn as much, or even more, as you would from a nine-to-five
job but with less stress
 Autonomy. You decide how, when, and where you run your
coaching practice – be your own boss
 Lighter burden because clients are more empowered and self-
motivated
 Way less paperwork and no managed care and other
mandated “medical-related” regulations to follow
 If you want, the convenience and flexibility of working via the
phone – also gives you the ability to have a nationwide or
even an international practice

The Practice & Business of Coaching

Recomendados

Recomendados

Mais conteúdo relacionado

Mais procurados

Mais procurados (20)

Semelhante a The Practice & Business of Coaching

Semelhante a The Practice & Business of Coaching (20)

Mais de Jonathan Jordan

Mais de Jonathan Jordan (7)

Último

Último (20)

The Practice & Business of Coaching