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Coaching Skills Program

Week 1


© 2011 The Life Coaching Academy

Version 2011/1

Week 1

This module is divided into two parts. The first part is found in the workbook and recorded on audio. In studying this unit you will learn:"The history of coaching. "How the Coaching Academy was founded. "What coaching is and is not. "Different methods for delivering coaching. "The ethics and responsibilities of a coach. The second part of this module is included in the workbook, but not on the audio. In this second section you will find written information and guidance about the course itself and how it works. Topics covered will include:"The course syllabus. "The assessment procedures. "The practical coaching requirements. "The requirements for the written assignments. "The support you will be offered. "The accreditation process. Included in the second section you will also find a reading list with brief descriptions of the texts as guidance. There is space to record what you have read, your learning points and any ideas you would like to pursue in greater depth.

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How The Life Coaching Academy was founded.
When we launched The Life Coaching Academy as Australia's first life coach training facility in the summer of 2001, we had high hopes. The reality has exceeded our expectations as we have grown to become the largest organisation of its kind in Australia. This phenomenal growth is largely the result of word-of-mouth recommendation and, of course, we have constantly added value to our training programmes to ensure that we retain our position as brand leader. The Life Coaching Academy is Australia’s market leader in life coach training. The Academy has roots in personal development and has been at the forefront of life coach training for ten years. The Academy operates out of offices in Queensland. 2000 coaches from all over Australasia have trained, or are training, with The Academy. These people have backgrounds in areas such as education, health care, alternative medicines, counselling and therapy, sports coaching, human resources and training, and many other careers where “getting the most out of people and moving them forward” is seen as an essential skill. We are particularly proud that The Academy has raised the standards of life coaching and life coach training and that so many of our graduates are now helping their clients whilst earning excellent incomes from their own practices. Our coaches go on to run full or part-time practices or they take their skills back into the workplace. Some of our life coaches operate solely in the private sector, some in the business world and others work in both.

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What is coaching?
Coaching is personal development in action. It is a completely practical skill, underpinned by a good knowledge and understanding of the theories and applications of personal development. It is influenced by the entire body experience – typically defined as mind, body and spirit.

In Miles Downey’s own words, “Coaching by definition encourages learning, invites creativity and delivers high performance. Coaching is the art of facilitating the performance, learning and development of another”.

In Take Yourself to the Top, Laura Berman Fortgang offers a more simplistic, but equally valid definition. She says coaching is about, “Where you were, where you are now, and overcoming the hurdles to where you want to go”.

Life Coaching is about ‘the now and the future’. A life coach gives people the confidence and ability to move forward in a positive manner in the areas of their life where they crave change. Life coaching is about breaking down barriers that prevent this change from happening and creating the ideal environment for positive action to take place. It is a totally holistic approach that looks at the present and sets goals for a totally successful future.

Life coaching begins with an awareness that every human is born with the ability to be, do or have, whatever they want in life. By the time we become adults, many of us have lost this ability. But, eventually, we experience the feeling that our lives are drifting off course and that “there must be something better than this”.

Coaching can take place face to face or over the telephone. It can be used with private individuals or within a business environment. Life coaches can specialise in particular areas or offer a general service.

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In essence, life coaching is a highly practical and portable skill that can be tailored to suit you and your clients. It provides unlimited opportunities to create your own successful part or full time practice. Your life coaching skills can also be a valuable addition to your own career portfolio, which you can use for the benefit of your employers.

What life coaching is NOT!
By now you will be building up a comprehensive picture of what life coaching is all about. As you work through the course material you will gradually become more familiar with the role of the coach, the skills of the coach, and the constituents of an effective coaching relationship.

Just to be absolutely clear let me reiterate that:Life coaching is not about the past. It does not dwell on what has happened or why it has happened. It is not the medium through which serious abuse or addictions can be treated. If you become aware that your client has been the subject of physical, mental or sexual abuse, or has an addiction to drugs or alcohol you must suggest they seek the help of a trained professional. Coaching is not therapy.

Life Coaching is not designed to support individuals in times of deep crisis or serious emotional trauma. It is not designed to help individuals overcome feelings of intense grief, deep depression or other psychological conditions. As a coach, if you become aware that your client has a serious problem relating to something that happened to them in the past, or something that is unresolved and still troubling them, it is your duty to recommend that they seek professional help. Coaching is not counselling.

Life Coaching does not teach, show or demonstrate how to approach new situations, nor does it give people the answers or solutions to their

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problems. Coaching is about helping clients to explore their own solutions; the agenda belongs to the client. Coaching is not mentoring.

A life coach encourages and facilitates clients in identifying their own personal challenges, dreams and goals and works alongside each client to help them to achieve those self-defined goals.

Who trains to be a life coach?
Life Coaching is a skill that can be developed through effective training. It is a skill easily learnt by those people who… "Are good communicators; "Have a keen interest in personal development; "Believe that they have the ability to motivate, inspire and guide other people to improve their lives.

Why do people use a life coach?
If it were easy to alter those things that prevent us from changing our ways or moving forward, then wouldn’t we all do it tomorrow? The reality is that many of us put off change. We accept our lot and just live our lives, still wishing for change.

One could argue that help should come from family, friends or work colleagues. The truth is that these people often come with preconceived ideas and prejudgments about us. The reality is that we feel that we will never move forward but are likely to just go round and round in circles.

A coach comes to us with an open mind and the skills to make things happen! They start with a ‘blank sheet’ – they find out what makes us tick, help us to discover what we truly want to change, and then they set about helping us to create those changes.

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Life coaching really can change lives…
Ask any person who has experienced life coaching for themselves and they will tell you that it has changed their life – that it has brought them personal satisfaction and success, a deep sense of achievement and that they feel energised to move forward in a positive and purposeful way.

The benefits become truly visible and tangible when clients address their domestic situations, improve personal relationships, uncover hidden skills and talents, kick start their careers, change jobs, rid themselves of the things around them that are holding them back – the list is endless!

How does coaching work in the practical sense?
At The Coaching Academy, coaches are trained to work with clients in two ways:-

Face-to-face – the coach will work one-on-one with the client in an environment conducive to the confidential nature of coaching. Usually the client visits the coach, however, in the corporate sector, the coach will visit the workplace. Care must be taken with the layout of the room, seating arrangements, lighting etc. The client and coach must feel at ease and comfortable. The coach will have the facility to take notes and will have any necessar y documentation to hand.

Over the phone – the coach will arrange for the client to ring at a pre-arranged time. The coach will need to be prepared to take the call, with any paperwork and notes to hand. The coach must also be situated in a place where they will not be disturbed. Similarly, the client must also be situated comfortably where they can give their undivided attention to the coaching session.

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The skills you will learn through studying the modules will equip you to coach in either situation, or both.

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Frequently Asked Questions (FAQs)
Hardly a day passes without some mention of coaching in a newspaper, magazine or radio programme. Many of these items are testimonials from people who have benefited from their coaching experience. Understandably, they arouse interest in the reader or listener, generating questions in their minds. Questions need answers.

This guide addresses, in plain language, the most frequently asked questions about the subject that is our business and our passion.

You will soon realise that coaching is about helping people by providing signposts to actions that will produce beneficial results. This section is firmly in this category. It is simply a no-nonsense guide to the basics that you need to know. Some answers conclude with a quote from an actual client.

Think of it as your first signpost to a journey that could provide greater happiness and success in all areas of your life.

1. What is The Coaching Academy? 2. What is coaching? 3. Where did coaching originate? 4. How does life coaching differ from therapy or counselling? 5. How does coaching differ from mentoring or consultancy? 6. What is executive and business coaching? 7. Could I become a coach? 8. Could I make a living as a coach? 9. Does The Academy give accountancy or legal advice? 10. Is there any support after the course?

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1. What is coaching?
Coaching is a professional and personal relationship between two people, the coach and the client. Some coaches and clients prefer to work face-to-face, but the majority of coaching sessions are conducted by telephone. The client calls the coach at a pre-arranged time for a discussion in absolute confidentiality. These calls are generally at weekly intervals and each one typically lasts at least half an hour and will not be longer than one hour. It is unlikely that the client will achieve significant results in fewer than three sessions (although the benefits begin after the very first session). It is unusual for a coaching process to last longer than three months without a break. The role of the coach is to help the client. The role of the client is to agree to a total commitment and honesty to dealing with the issues that concern them. Coaching is an interactive process where the coach guides and facilitates the client’s progress towards defined goals. These may concern relationships, career, self-confidence, financial matters, or – and this is common – an uneasy feeling that “life has drifted off course” or “there must be something better than this”. Your coach is a listener who is totally non-critical and non-judgemental. As each goal or desired outcome is defined, the coach will propose specific actions that will move you ever closer to the results that you seek. Whilst these actions are important, it is the outcome from those actions that achieve success. Each session closes with agreement on the actions that you will take before the

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The subsequent session will review those actions. their results and your feelings about them. It is this immediacy and need to report back which make coaching so call. "Coaching helps me define where I want to go and it gets me there faster and more easily than if I worked on my own." The Building Blocks of Coaching Page 11 .

It is the result of a gentle evolution. The post war years saw a boom not only in these. Where did coaching originate? The concept of a professionally trained coach running his or her own practice originated in the United States of America. Some of these worked well.2. which owes much to these other techniques. Many personal development and self-help techniques can be traced back to a few individuals. and. but also in the growth of various forms of analysis and therapies. In those days of large families. The first popular self-help books were published in the 1930s. Coaching has no such pedigree and no founding father. The smaller and fragmented family. The Building Blocks of Coaching Page 12 . there were plenty of relatives and older siblings to call on for help and advice. it has grown in response to a need. but were usually limited to addressing a single medical or mental condition. the rise in divorce rates. who took an idea and packaged it to make it accessible to all. who usually lived all their lives in the same neighbourhood. Until economical transport was readily available and long before modern communications were developed. That was more or less the situation until the 1980s when therapists realised there were many life situations that embraced more than one issue and needed a wider view. and an awareness of the importance of a holistic approach to matters that were often presented as ‘stress-related symptoms’ led some of these therapists to review their way of working. like all the best ideas. there was probably no need for a coach. A few were less effective because they created a dependence on the analyst.

but the results are certainly magical" The Building Blocks of Coaching Page 13 .The therapists became coaches. their patients became clients and the coaching profession was born. In other words. the results have created the phenomenal worldwide demand that now exists. Its growth has come almost totally from ‘word of mouth’ recommendation. "Coaching may not be magic.

The main purpose of coaching is to empower you to take control of every aspect of your life along with acceptance of your personal responsibility that is an integral part of such control. You work together but it is you who defines what you want from life and how you will get it. Instead of delving into causes. unexpectedly. every session and every client is unique. Your coach has no prescriptions because every situation. During your session. Although your coach will have a good understanding of how your past has created your present. the focus of every coaching session will be on where you are now and where you want to be in the future. How does life coaching differ from therapy or counselling? There are three major and significant differences that set coaching apart. "My coach said he would be like a control tower talking me down to a safe landing. a therapist or counsellor will look to the immediate or distant past to prescribe an appropriate solution to a patient’s problem. In many situations. Your coach can show you how to do this and will guide you every step of the way. he showed me how The Building Blocks of Coaching Page 14 . your coach will be totally committed to you and your needs.3. your coach will focus in a holistic manner on your mind. The next major difference is that therapy or counselling may address a single and specific physical or mental condition. Your coach is interested in you as a whole being from an awareness of the interactions between all areas of your life. Your coach is a ‘catalyst’ who will do whatever it takes to help you. He did this but. The remaining difference is that your coach has time to work with you. body and spirit to help you achieve your objectives.

" The Building Blocks of Coaching Page 15 .to take off in exciting new directions too.

Some would even claim that it is the very absence of this experience that adds to the effectiveness of the coach. The mentor will be expected to know the answers to a task related situation. Like a sports or physical fitness coach. The life coach will adopt a people and personality behavioural approach where the task or job is a by-product of the process. A mentor will generally guide and teach someone in a specific task or job. your life coach will often achieve benefits that are realised faster and will last longer than those resulting from a mentoring or consultancy approach. can still see the wood from the trees. with which it is sometimes confused. but also for all your life situations. the mentor has often ‘been there and done that’. How does coaching differ from mentoring or consultancy? Coaching in a business environment differs from mentoring or consultancy. will pass on short cuts and tricks of the trade and will teach the acolyte how to gain a specified result. Your coach works with you so that you discover the questions and their answers for yourself. The Building Blocks of Coaching Page 16 . With their breadth and depth of understanding about attitude and results. A mentor knows the answers. profession or occupation.4. They gather facts to support their qualified and quantified proposals. As with the mentor. Then they may be involved in the implementation of their proposals. not just for a particular task. Effective coaching does not require that the coach have the personal hands-on experience of the client’s job. Consultants are invited to investigate a particular work related situation. by standing apart. who. their focus is on resolving one particular issue. The mentor will draw significantly on their own experience.

My coach showed me that I did know them all along." The Building Blocks of Coaching Page 17 . it was just that I hadn't seen the problem from every point of view."I was worried that I didn't know the answers.

many of them have wondered if these same benefits can be realised in the workplace? The answer is a resounding and undeniable. Some coaches decide to tailor their practice to meet the very special needs of the executive market. the process will be totally results oriented and conducted on a one-to-one basis in absolute confidentiality. The Building Blocks of Coaching Page 1 8 . The objective here is to ensure that every member of the group has a full understanding of the corporate aim and shares the attitudes and commitments that allow that aim to be achieved. This process may well highlight changes that will allow one person to contribute fully to the group’s shared endeavours and. The coach still works in confidence with each individual.5. What is executive and business coaching? As more and more clients discover the amazing benefits of professional coaching. especially in a highly competitive commercial environment. You may have heard the phrase. ‘it is lonely at the top’. Business coaching retains this focus. however. Coaching focuses on establishing and achieving personal goals. As always. but instead of these goals being personal. Executive and business coaching are valuable resources to increase personal and group productivity to the benefits of all concerned. A senior manager or executive risks losing face and respect if he or she is tempted to discuss any doubts or worries with a subordinate or superior. they will then take further training in the application of its principles to the executive and boardroom situation. The subtle difference is that the organisation's objectives take precedence over the individual’s personal targets. may add to individual happiness and satisfaction. An executive may not have any peers. YES. is a side benefit and not the prime purpose of the business coach assignment. That. Having trained in the coaching profession. they are applied to a team or work group. in so doing.

" The Building Blocks of Coaching Page 19 ."It is our experience that training with life coaching is 75% more effective than when the training is delivered on its own.

If you truly want to help others. You will also need somewhere to write notes. Age is not usually a limiting issue. The course is demanding. The Coaching Academy's three-month training course will build on these basic qualities and introduce you to the broader world of personal development. but not difficult and it has been carefully structured so that each lesson is learned before you move on to the next. Could I become a coach? Probably! There are no restrictions to entry on grounds of gender. Now I The Building Blocks of Coaching Page 20 . Some coaches see their practice as a useful source of part-time income whilst others make it a fulltime career. Your attitude is more important than prior coaching knowledge. Some successful coaches left school before their 16th birthday and have no academic qualifications. but it is unlikely that anyone under 30 will have the necessary levels of maturity and judgement. Others have a university degree. Apart from these basic personal qualities you will need a quiet room or space where you can talk to your clients by telephone. All have the basic ability to read and write and a talent for clear communications.6. If you are more interested in people than in things. These are the basics. then you already have a good start. You will need:• determination. Our pre-course study material means that every student starts the residential workshop with an equivalent level of understanding. "I went to the Introduction session out of casual curiosity. Only you can determine the time that you will devote to your practice. and • a willingness to learn. you are almost there. race or social background. • commitment.

" The Building Blocks of Coaching Page 21 .have a brand new career and no need to commute to London every day.

It is not a trade. It is a professional practice with a code of ethics. experience and on-going training. Professional coaching is never offered as a “business opportunity”. your rewards are in direct relationship to what you are prepared to put in. To become a coach or driver of excellence you must add practice. even so. If your income needs are modest. Could I make a living as a coach? Yes! Many have after their initial training. If you need more money.7. totally. then you can earn far more than most of the salaries advertised in the ‘Vacancies’ pages of the national press – with the added benefits that you are in control. but. in the same way that a driving school can teach you to pass your test. Coaching is not an easy option but it is a rewarding and enjoyable career that you can work and develop from the comfort of your own home. including pricing. you will enjoy a good secondary source of new money by working part time. As with so many aspects of life. The Building Blocks of Coaching Page 22 . You will need to spend time and money on promoting your practice. this is just the beginning. you attract more clients or increase your fees. but you do not need a significant ‘up front’ lump sum as you would if you were buying an existing business or a franchise. You will need time out to maintain your client notes and records. you should be able to create a healthy full-time income in a 38-hour week. If you are committed to life coaching as a full time career. During the course you are given comprehensive advice on all aspects of selling and marketing coaching. an art or a craft. A word of caution is that. with just one or two clients a week.

The course provides you with the knowledge and tools you need for success. It depends upon your commitment to your studies and your dedication to personal success. "I thought I was charging too much. Then another coach told me to look at the value of what I was doing. Your ultimate success is down to you. the individual." The Building Blocks of Coaching Page 23 . from the clients' viewpoints and I realised I was charging too little. It provides support and on-going encouragement.

Is there any support after the course? During and after the course you have the support of The Academy in the form of an ‘in house coach’ and ‘coach support team’. 9. You should contact an expert in these fields.8. Our network of coaching circles is part of the on-going learning experience of coaching. Does The Academy give accountancy or legal advice? Not as a general rule. The Building Blocks of Coaching Page 24 . They are always on hand to answer your questions about anything to do with coaching.

graduates. associates and members of The Coaching Academy must agree to follow the Code of Professional Conduct (The Code). tutors. The Code All staff. Alleged breaches of The Code will be fully investigated by The Coaching Academy and. integrity. if proven. students. "Respect the commercial confidentiality of The Coaching Academy by not divulging business information to any third parties. "Make commercial agreements with clients and potential clients that are fair and will respect all parties to such agreements. graduates. accountability and responsibility. "Comply with both the spirit and the letter of any commercial agreements made with clients. students. may lead to the expulsion of the guilty party and the withdrawal. "Treat all clients and potential clients with absolute dignity. associates and members of The Coaching Academy agree to:"Always conduct themselves to the highest levels of ethics. potential clients. confidentiality and respect as free and equal individuals. professional colleagues and The Coaching Academy. of all and any rights previously bestowed by virtue of that individual’s connection with The Coaching Academy.Professional Code of Ethics All staff. The Building Blocks of Coaching Page 25 . "Maintain the good reputation of the coaching profession in general and The Coaching Academy in particular. without compensation. tutors.

title. "Endeavour to enhance public understanding and acceptance of The Building Blocks of Coaching Page 26 . (For example a personal or business relationship. "Recommend different coaches or resources when these will be more appropriate to the clients’ needs. Advise both The Coaching Academy and the client on the risk of conflict if a relationship moves beyond a coach/client situation. "Obtain written permission from any client or potential client before releasing their names as referees. "Respect the absolute rights of clients’ confidentiality except as expressly permitted by the client or potential client in writing or as required by law. misrepresent or defraud. "Avoid all conflicts of interests and give notice of such potential conflicts to The Coaching Academy."Represent true levels of status.) "Refrain from offering professional information or advice that you know to be confidential. the terms of any commercial agreement including the expectations of both parties. competence and experience in order not to mislead. misleading or where the accuracy is beyond your competence to assess. "Make no claims or implications of outcomes that cannot be demonstrated or guaranteed. "Clearly state to clients and potential clients.

"Make a copy of this Code freely available to clients if they request it. are legal. decent. litigation or bad publicity. "Avoid coaching minors (people who have not yet had their 18th birthday) without the express written consent of parent. work. and trademarks and comply with all laws covering such areas. whether verbal or written. with the laws of the clients’ country.professional coaching. "Share skills and experience with fellow members and associates of The Coaching Academy to further increase the body of knowledge. truthful. honest and in compliance with the requirements of the UK Advertising Standards Authority. "Use the tuition. skills and competencies of such parties. "Comply with all laws and by-laws of the UK and. practices and objectives. if coaching clients based abroad. "Ensure that all advertisements and promotional materials. definitions and works provided by The Coaching Academy as the basis for all coaching procedures. "Respect all copyrights. "Contact The Coaching Academy immediately if you find yourself in a situation which may create conflict. agreements. The Building Blocks of Coaching Page 27 . intellectual property. guardian or teacher as appropriate.

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Using a practical approach. Examples of coach/client dialogue. Every aspiring coach should read this cover-to-cover! Take Time For your Life by Cheryl Richardson Published: Bantam Books. Co-active Coaching presents a holistic view of coaching. skill building exercises and a comprehensive coach’s "toolkit" make this publication an excellent resource book for the professional coach. ISBN 0-553-81301-3 Billed as a seven-step programme for creating the life you want. this is a self-help book which coaches you through the changes you will need to make to live your best life. An invaluable reference book for coaches. ISBN 0-75282-108-3 Another “must have” for the aspiring and experienced coach. exercises and suggestions to use with clients. Effective Coaching by Myles Downey Published: Orion Business Books. information and ideas. A book to dip into for advice.Recommended Reading List Take yourself to the Top by Laura Berman Fortgang Published: Thorsons. Co-Active Coaching by Laura Whitworth/Henry Kimsey-House/Phil Sandahl Published: Davies-Black Publishing Packed with useful information. ISBN 0-7225-3771-9 Written for everyone who has a desire to take responsibility for success in his or her career and aim high! Packed with anecdotal evidence. covering the fundamentals of coaching in the business environment. he explores key coaching models and examines the tools and the skills necessary to develop into an effective coach. Downey has written an excellent introductory coaching textbook. and advice. coaching tips. action plans and exercises to adapt and use with clients. The Building Blocks of Coaching Page 29 . Full of excellent checklists. It offers a distinctive model of practice that involves an active and collaborative partnership between the coach and client.

ISBN 1-85788-170-2 Although biased towards sports coaching and corporate coaching.firmly based in the win-win philosophy. 7 Steps to Emotional Intelligence by Patrick E. but if you enjoy a challenge it is full of information about communication. Full of useful information. skills and techniques described. Opening Doors Within by Eileen Caddy Published: Findhorn Press. taking control. Strong on theories. asking the The Building Blocks of Coaching Page 30 . it includes some useful exercises and ideas to use with clients. anecdotal evidence. psychology and philosophy. For coaches with a strong interest in spiritual coaching and values .it offers a meditative text for each day of the year. The 7 Habits of Highly Effective People by Stephen Covey Published: Franklin Covey co. these are the Rules by Cherie Carter-Scott Anecdotal evidence is used to illustrate a set of ten rules. How to Stop Worrying and Start Living by Dale Carnegie Published: Vermilion. Merlevede. If Success is the Game. Denis Bridoux & Rudy Vadamme Published: CHP. Full of psychology and real-life examples . it covers limiting beliefs and goal setting among other interesting topics. Coaching for Performance by John Whitmore Published: Nicholas Brealey. there is a superb exploration of the GROW model framework.Case studies are used throughout to illustrate the principles.

It is based on NLP principles.right questions etc. The Building Blocks of Coaching Page 31 .

as are the other 'Chicken Soup.of particular interest to parents and any coaches with an education background who might be qualified to work with children. Packed with inspirational stories to restore your faith in human nature .' books. Raising self-esteem is a recurring theme when working with clients. Self-Esteem the Key to your Child's Education by Tony Humphreys Published: Newleaf..Chicken Soup for the Soul by Jack Cranfield and Mark Victor Hanson Published: Vermilion. Some interesting insights are raised in this book . The Building Blocks of Coaching Page 32 .

The Building Blocks of Coaching My reading notes:BOOK TITLE: ________________________________ Date: ______________ LEARNING POINTS 1 2 3 4 5 BOOK TITLE: ________________________________ Date: ______________ LEARNING POINTS 1 2 3 4 5 The Building Blocks of Coaching Page 33 .

The Building Blocks of Coaching My reading notes:BOOK TITLE: ________________________________ Date: ______________ LEARNING POINTS 1 2 3 4 5 BOOK TITLE: ________________________________ Date: ______________ LEARNING POINTS 1 2 3 4 5 The Building Blocks of Coaching Page 34 .

The Building Blocks of Coaching My reading notes:BOOK TITLE: ________________________________ Date: ______________ LEARNING POINTS 1 2 3 4 5 BOOK TITLE: ________________________________ Date: ______________ LEARNING POINTS 1 2 3 4 5 The Building Blocks of Coaching Page 35 .

tapes. journals.Weekly Learning Journal Sheet WEEK 1 . internet.) KEY LEARNING POINTS: The Building Blocks of Coaching Page 36 . of practical coaching sessions this week) KEY LEARNING POINTS: 3. etc. talks. RELEVANT READING/RESEARCH: (articles. books. COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2. PRACTICAL EXPERIENCE (No.THE BUILDING BLOCKS OF COACHING 1.

Coaching Skills Program Week 2 THE COACHING MODEL OF ACHIEVEMENT © 2011 The Life Coaching Academy Version 2011/1 .

Introducing the model You will soon be studying the skills of listening and questioning. the three core values of coaching. Taking this one stage further. The Coaching Model of Achievement Page 46 . This aim of this module is to teach you how to use a framework in which you can practise your coaching skills. you need to be introduced to. and will realise that the whole essence of the coaching relationship is bound up with your ability to listen and make the right response. "Life coaches are confidential. Here they are:"Life Coaching is non-critical. "Life coaches are non-judgmental. "Life Coaching is non-judgmental.Week 2 THE GROW MODEL Preview Before embarking on the next stage of your journey towards becoming an accredited life coach. You will often hear these repeated and referred to. so it naturally follows that:"Life coaches are non-critical. "Life Coaching is confidential. both explicitly and implicitly as you work your way through the course materials. these core values also apply to you as a coach. or reminded of.

The Coaching Model of Achievement Page 47 . "Learn how to use the GROW model. you need a framework.However. "Be clear about the purpose of each stage of the model in the coaching process. This framework is popularly called the ‘GROW Model’. "Be able to formulate your own questions for each stage of the model. Before you explore the GROW model in detail. Coaching is about taking people from where they are now. In his book. consider the case study on the next page from an Academy Accredited Coach. "Understand how best to use the GROW model as a pro-active way to achieve goals and solve challenges for yourself and your clients. and supporting them in moving forwards to attain their self-chosen goals. Coaching for Performance. "Learn how to maximize the effectiveness of your coaching sessions by using an established pattern of coaching. As you work through this module you will:"Understand the benefits of using a coaching framework. John Whitmore effectively summarizes the essence and purpose of the coaching relationship as being a highly effective means of unlocking the potential of the individual in order to maximize their performance. "Begin to build up your own toolkit of coaching resources. "Have the confidence to use the GROW model in your practice sessions and with your coaching clients.

I began to dread Friday afternoons. I was eventually banned from the swimming lessons with my goal intact. However. determined to achieve and yet terrified that I would fail and face the humiliation of being banned from the The Coaching Model of Achievement Page 48 . Unfortunately neither of my parents could swim and school lessons did not start until you were eleven years old so I had a long wait! My ambition was so strong that I often used to dream I could swim and wake up really disappointed with myself! Imagine my excitement as. when I gazed into the murky green depths of the pool I was seized with a sudden fear. our class set off for the pool at the local High School. After two or three frustrating weeks. just before my thirtieth birthday. I was about to reach my goal. that is not the end of the story. I shared my goal (Yes. feeling quite unable to do what the teacher commanded. Thankfully. Years later. I just could not bring myself to do it. it was still a goal even though it now seemed a totally unobtainable one!) with Terry who was the manager of a Leisure Centre. one Friday afternoon.‘Put your head under the water and count to ten’. I was excited yet nervous.Elizabeth’s Story For as long as I can remember I have had a burning desire to learn to swim. even though I still desperately wanted to learn to swim. but my confidence and self-esteem at rock bottom. Terry loved a challenge. I convinced myself that I would never be able to master the art of swimming. and guaranteed to teach me to swim before I hit the big three-0. and realized that nothing on this earth was going to get me to obey the teacher’s command to ‘Jump in!’ Once in the water (I was the only child who climbed down the steps) my next challenge was to obey the instruction:.

I started off in the learner pool in very shallow water and gradually progressed to the full-sized pool. Although I have a string of academic qualifications. with the right encouragement I can be anything I want to be. I am sure you are beginning to get the picture. the fulfillment of a lifetime ambition.pool again. this has been one of the greatest achievements of my life. The day before my thirtieth birthday I swam. Gradually I became more confident as Terry helped me to set and attain each small step or short term goal. It taught me that. What was different? I dictated the pace. on my own. I started off using two floats and him to hold me up. The excitement of my achievements spurred me on and I was soon happily floating on my back. for me. for the first time in my life. After the lesson I went to the local pool and practised putting my face in the water for longer and longer until I was comfortable. The Coaching Model of Achievement Page 49 . Turn now to Activity 1. I had achieved a life-long ambition! Very soon afterwards I was awarded my 10 metre certificate. and do anything I want to do. To this day. my 10 metre swimming certificate symbolizes. I began by putting my face in the water for a few seconds and blowing bubbles and he heaped praise on me.

Awareness Awareness encompasses your self-awareness as a life coach. undoubtedly. GROW is an acronym. Although coaching never offers set prescriptions for clients. These are awareness and responsibility. there are two key elements or values that must be at the heart of the coaching process. and this is what the initials represent:G represents your GOALS R represents your REALITY O represents your OPTIONS W represents your WILL What do you want to happen? What is happening now? What could you do? What will you do? During a coaching session you will work through each of these stages with your client. Using open-ended questions you will guide your client through the process of identifying their goal. metaphors and examples.As you work through this module and learn more about how coaching works. GROW is an acronym It is a simple and effective coaching model that can be used in both private and workplace coaching. recognizing the reality of their situation. but treats each one as a unique and holistic individual. you will discover that coaches just love using models. you will make connections and links with Elizabeth’s story and. your ability to become aware of your own personal state through this self-examination and to achieve a greater awareness of your external environment through The Coaching Model of Achievement Page 50 . with significant events in your own life. Before investigating each of these stages in greater detail. exploring their options and finally committing to a series of actions to achieve their goal.

guidance and wisdom to empower you to use your independent will and maintain integrity to the truly important.the use of all your senses.” A high level of self-awareness will enable you to listen to your client with a clarity of mind and perception that will inspire you to lead the client to a greater level of awareness and understanding as the coaching session progresses. Responsibility To induce the ideal state of mind that is necessary to move towards self- The Coaching Model of Achievement Page 51 . thus leading to the setting of appropriately challenging goals.’ The need to raise client self-awareness is a vital skill that will unlock the door to a continuous journey towards self-improvement and wonder at the magnitude of what can be achieved. It allows you to frame questions which will lead your client to a greater sense of self-awareness and perception about their own motivations and actions. Stephen R Covey says:“Your self-awareness and conscience can provide a high degree of intrinsic security. Throughout the coaching process you must actively seek to raise client awareness by focusing their attention on what is being said. recognises that ‘Awareness and responsibility are better raised by asking than by telling. how it is being said and in what context. This heightens awareness of the whole listening process. You must be able to interpret what they are experiencing and to use that knowledge to the benefit of your client. In The 7 Habits of Highly Effective People. John Whitmore in Coaching for Performance.

improving goals. there are sets of questions that naturally fit each section. Telling or instructing your client to take a course of action will be demotivating by taking away the ownership of the actions that will lead them towards achieving their goals. what it is in context. how it can be used and how it works. The GROW model is a working coaching framework which allows you to move your clients through a series of stages towards achieving their goals. you will need to build responsibility into your client's decision making process. You’ll get a real feel for how it can work for you and your clients. The Coaching Model of Achievement Page 52 . You will learn through your own experience. and that your client experiences a real sense of achievement in realising goals which they have identified for themselves. Although there are no prescriptive questions that you must use in the GROW model. In a moment you will be invited to turn to Activity 2 and work through the GROW model for yourself. It relies on your skill in using effective. This valuable experience will enable you to put what you have learnt into practice. open-ended questions in each stage of the framework. Continually facilitating your client in accepting responsibility for their own decisions and goals will ensure that the coaching relationship grows and succeeds. This self-coaching exercise will enable you to have some experience of what the GROW model is about. Think back to Elizabeth's story. some important aspects of the GROW model. and the benefits of it both for you and your clients. and has to be used within the context of raising client awareness levels whilst ensuring that your client retains and accepts responsibility for carrying out their agreed actions.

The aim and purpose of going through this process is to identify an issue. if you are ready to have a go and you want to be inspired by your own ability to find a goal. a friend or a member of your family. and make it happen for you! Consider each question individually. You might find some questions go over your head and some really resonate. That’s entirely normal. That’s fine too. any place anywhere.Before you start… "Write from your heart – do not spend too much time thinking about what you are going to write. a colleague. a topic or a goal that you wish to be coached upon. The Coaching Model of Achievement Page 53 . "Remember your answers will never be judged. Only answer the questions that seem important and let the other ones go. be receptive to whatever crops up – write it down even if it appears to make no sense what ever to you in the beginning. This is not a time for judging yourself. Feel free to answer the relevant questions and leave gaps for the ones that are not relevant. they kind of sink within you somewhere. "Your answers are totally confidential – so be totally honest with yourself! This is a unique opportunity for you to identify and establish an issue. Jot down the additional questions in the space provided. a topic or a goal that you wish to work through using the GROW model. keep an open mind. You will be able to apply it to yourself. you are about to identify your goal. Enjoy the process. So. You may find that some questions have more meaning and depth for you at this particular moment in your life than others. You may even find that your answers trigger some additional questions of your own. Once you have gone through the model yourself you can then apply it any time. or criticizing yourself.

Secondly. topic or goal that you wish to be The Coaching Model of Achievement Page 54 . and years to come. do take that time. Then you will select a particular option to work on. it employs a command or control style of management – then ‘do as I say’ approach. and it doesn’t belong to you. As you follow the questions and practice using the GROW model for yourself. The GROW Model avoids many of the problems of other processes for example. It also ignores reality and options. have you ever heard someone say. ‘We have a problem here. Sometimes we procrastinate and think other things are more relevant than spending time on ourselves. enjoy the process and be open-minded as to what happens. This is not true. Have a go. Maybe you have heard. and remind you what you have done about the issue. you need to establish the issue. the topic or the goals so far. Questions are then used to help you come up with different options that you could do to move yourself forward in terms of your issue. This is not a test of seeing how quickly you can rush to the end. Further questions help you to clarify where you are now. It may be that you want to take your time over answering each relevant question. what do you think we might do about it?’ This gives us reality and options but no goal and no will. About an hour of your time spent working through the following questions will be of a great benefit in the weeks. “This is our objective and this is what you will do about it” ? It appears sensible at face value but firstly it involves only the goal or the objective.The questioning process starts by establishing a goal in order to give the person (you) something to aim for. or topic etc. Firstly. GROW covers all aspects. Your answers will then be used to create a plan of action for that all important first step. you will see it covers all the stages of a successful coaching process. months.

it’s up to you how long you want to spend on it or how little time you want to spend on it. That’s just an estimate.coached upon. Turn to the worksheet at Activity 2 and complete it as you answer the questions starting on the next page… The Coaching Model of Achievement Page 55 . This may take something between 5-10 minutes.

Is it specific enough? Now is the time to decide what you want to achieve in this session. consider the following:"How real is it? "How important it is to you right now? "Have you written your topic or issue down in several sentences? "Or is it just a few words? Your next step is to write your topic or issue in one sentence that you can easily keep in your mind. The Coaching Model of Achievement Page 56 . Take a moment to review the topic or review your issue in terms of specifics. self-esteem. finances. This is a first step on the road towards achieving your ultimate goal. Is your topic or issue specific enough to become a goal? Do you need to add something else to make it specific? It is OK not to be sure at this point because you will gain more clarity as you work through the next session too. but it pays well and I need the money!’ When you have written your answer. desires. relationships. achievements or any other area that is important to you at this time.Question 1 Think about one particular issue or challenge in your life at the moment. This may be in the area of career. Here is an example to get you thinking on the right wavelength:‘I feel as if my job is taking over my life. Have you written it in positive or negative terms? If you have phrased your goal in the negative take a few moments to rephrase it in positive terms. Have another look at your topic or issue.

Or.What do you want to achieve during this session? Again. take the amount of time that’s right for you. the next part in the process is the G for goal. be specific. When you have completed your answers. This may take about 10-15 minutes. continue with the next question. Turn the page… The Coaching Model of Achievement Page 57 . Question 2 What from of outcome or result are you seeking by the end of this selfcoaching experience? Having identified a topic or issue. This step allows you to gain even more clarity as to the real goal that you wish to work upon. Maybe you want to gain clarity on your goal in terms of how to go about achieving it. They are your start point. It is about establishing a goal. maybe it’s about identifying a key step towards achieving it. There are nine questions that relate to this section.

Think about your topic/issue and take yourself forward to a point in time when the issue is as you want it to be. What are you hearing that tells you that you have achieved your goal.G is for GOAL 1. If you have a big career goal and a longer timescale. you will either achieve it without trying. This will probably take 10-15 minutes. 3. What are you saying to yourself? 6. If it is not challenging enough. The Coaching Model of Achievement Page 58 . How will you know that you have achieved your goal? Is there a measurement you can use? 9. There are nine questions in this section. or solved the issue? 4. Answer the questions that seem relevant to you and bypass the others. The ‘R’ of the GROW model. When do you want to be in this position you can see in the future? What timescale do you have in mind? Is it next week? Next month? Next year? It must be realistic. how do you know this has happened? 2. What do you notice that shows you have achieved the goal? Or. you might want to focus on a part of the goal in a shorter timescale. Where do you have control or influence with regard to this goal? Congratulations! You have now completed the GOAL section of your personal GROW model. Do you need to add anything to it to make it more challenging? 8. or you will lose interest. What are you doing that shows you have achieved the goal? Make a quick note. but take as much time as you need to take. In the next section you are invited to explore the realities of your current situation. How challenging or exciting is achieving this goal? If it is too challenging break it down into an element you can achieve within the timescale you have set. 7. if it is a problem you want to solve. How are you feeling at this point in the future? 5.

personal qualities. What obstacles or possible barriers are in your way that prevent or hinder you from moving forward? 7. if it’s still okay. you may be experiencing the sensation of a weight being lifted form your shoulders. What is happening now that is good that you want to keep happening to contribute to achieving your goal? 4. You are now able to decide where you want to start to move The Coaching Model of Achievement Page 59 . Having developed your topic or issue into a goal and clarified what is going on or not going on. what is missing from your current situation that you would like to have? 3. The one you identified in identifying your topic or issue. 9. Well done! You have completed the REALITY section of your GROW model. time.R is for REALITY 1. write down where you will get them. You have already had a taste of what life coaching is all about – stating the present situation in real and quantifiable terms. Is it still relevant. Perhaps this is the very first time you have faced up to an issue in this way and actually written down the answers instead of churning them over and over in your mind. What other resources will you need? Briefly. What have you done so far to improve things? 5. As well as what is happening. leave it alone. Now consider your OPTIONS. experience. This takes about 10-15 minutes. money. What were the results you got from doing these things?! 6. qualifications.) 8. or has it changed? Make any changes or adjustments. What resources do you already have to help you to achieve your outcome? (skills. What is going on right now that tells you that you have an issue or a problem? 2. If so. enthusiasm. talents. The final step is to look back to your goal for a minute. support etc.

Answer the questions that are relevant to you. not necessarily about what you will do. So. you are looking for a first step not one idea that will crack the whole issue. Brainstorm all the possibilities of what you might do in relation to this issue or goal. The ‘O’ in the GROW model stands for OPTIONS. you might fail and get despondent so try to think of 10 ideas. If you try to think of one good idea. some of them may be relevant. The Coaching Model of Achievement Page 60 . Options are about what you could do. Keep your ideas free from judgment or criticism. There are 12 questions in this section for considering your options. What possible options do you have? Remember to brainstorm all the possibilities. considering the options available to you. let your mind run free. even if some of them appear too outrageous or impossible. some of them may not.forward to set about achieving your goal. One of them might spark another thought that gives you a brilliant idea. remember. As in the previous sections. So.

What is the benefit to you of doing this one thing? Will it make you feel better? Will it mean you will know something new? Will it change your opinion of something? Will it relieve the stress a little? There has to be a benefit. what would it be? 8. What could you do to move yourself just one step forward right now? 2. Choose one that will move you forward just one step. Identify it and write it down. If it will move you forward. Will it move you forward? If not. If you secretly know what you should do first. or the one you feel most comfortable doing. or the quickest. Choose the easiest thing to do. highlight it. or be answerable to anybody? 3. what might they suggest? 7. Circle it. What could you do if money were unlimited? 4. 11. Check to see if any of them spark another idea you could also do? 9. What could you do if you did not have to live with the consequences? 6. stay with it. The Coaching Model of Achievement Page 61 . or the cheapest. If you could devote all of your time to this one thing. If you went to your manager or friend with this problem. Choose one of the options.O is for OPTIONS 1. but choose one right now. 10. Have a look back over your list of options and read each of them carefully. choose something else. If you do the one thing that you have chosen. just check. what would you do then? 5. What else could you do if you didn’t have to explain what you were doing.

18 questions in all. know what the reality and are aware of the options. and probably the most important. Some of them will resonate with you. The Coaching Model of Achievement Page 62 . This section has the most questions. some may not. including some you might never had considered before.Congratulations! You have successfully completed the ‘OPTIONS’ section of the GROW model. You decide. just forget it. So now do something with it. because you can have a goal. But. there will be no point. By now your mind may be spinning with several options. You have your option and you have your first step to move you forward. Now the fun really starts as you begin to create a brighter future for yourself! The final part of the model. This session changes an idea into an action and identifies what you will do. It will probably take about 10-15 minutes. unless you are willing to commit to it.

When will you tell them? 9. How will these actions meet your main goal? 4. When will you tell them? 11. How will you overcome this obstacle. 3. Write it down in your diary. time. Is that timescale still valid? 17. What will you do? List the actions you must go through to complete this thing you have chosen. Is there anything else you need to consider before you begin this first step? 18.‘W’ is for WILL and WAY FORWARD 1. what can you do to make your first step more achievable? 14. Put the two together. What are you going to do? 2. Who else should know that you will be doing these things? 10. The Coaching Model of Achievement Page 63 . or these people. Whatever your first step is. to do? 8. How long do you think that that list of actions will take you? Can you identify anticipated timescales for each item? 6. or not likely? If it is not likely that is fine. or obstacles? 15. When are you going to take these actions? What’s the timescale? 5. What will you do to stop it from stopping you? 16. At what point in your plan will you tell them? 12. place. or this issue. Earlier you wrote down when you would complete this first step. But if it is very likely. In identifying your goal you identified when you would have achieved it. What do you want this person. How likely is it to stop you? Is it likely. You also identified a timescale in this section as to when you would begin your first step. When will you actually start in terms of date? Be specific – day. Should anyone else be involved in this list of questions you are going to do to complete this thing. can you think of any obstacle or barrier that might stop you from doing it? 13. or this goal that you have chosen? 7.

Commitment This section takes about 3-5 minutes. 10=definitely could not be higher. You have identified your goal. If you have a score of 7 or less. ask yourself a powerful. perhaps you have found that your intuition provided answers that surprised you.) "How strong is your intention to take that first step on a scale of 1-10? "How high is your enthusiasm for taking that first step on a scale of 1-10? "How strong is your commitment to taking that first step on a scale of 1-10? Experience shows that a score of 7 or below on intention and commitment means that it will not get done. Using a scale of 1-10. incisive question. could not be lower. It will have shown you how some very simple sounding questions can yield some very profound thinking and answers. Perhaps you have already identified some great new possibilities. (1= definitely cannot or. answer these questions. You have worked through all the stages of the GROW model.You are there! You have now completed your own experience of a life coaching session. you have worked through reality. If you have worked through this and answered all the questions that The Coaching Model of Achievement Page 64 . 'What has to happen in order for me to raise that score?' Maybe that is where the first step should be. explored your options and identified what it would take for you to be willing to be commit to the action.

you have established your goal. you can work through the process as many times as you wish to. The Coaching Model of Achievement Page 65 . Of course. modify. chosen an option and evaluated your intention. As a coach. Well done. enhance and deepen your knowledge and understanding of how and why the model works. however the purpose of the exercise was to give you the experience of working through the GROW model. identified and explored the various options available to you. When you use the GROW model with others. you will need to follow their thinking by listening fully to their answers and asking related questions. add to. your role is to make the GROW model work for your client. in some instances. It’s entirely up to you. It can be used for all kinds of purposes and with anyone who wants to commit to living a better life. adapt and. It is time to study the different stages of the model in greater depth to clarify. enthusiasm and your commitment towards achieving a first step.seemed relevant to you. discard. Congratulations! You are in the top 3% of the population who commit to writing down their goals. Your experience will have reinforced the sequential aspects of the model. explored the current reality. One of the most powerful methods of learning anything is by actually going through the experience yourself. Obviously the self-coaching exercise does not give you an opportunity to react to and interact with a real coach. The self-coaching questions are a starting point which you can use.

Facilitating your client in determining his target or aim in life (long term goal) will naturally lead into the next section of the model. or short term goal which can be worked at over the coming week. It might help to think of the GROW Model as the T-GROW model by adding that first stage. At this stage it is crucial to remember the words of Laura The Coaching Model of Achievement Page 66 . Brian Tracy. as the subconscious mind cannot distinguish between the positive and the negative. which is to establish the next step. and through the use of open-ended questions peel back the layers until this target becomes defined as a positive statement. ‘but is the great eraser’. This is often referred to as the ‘Topic’ or ‘Target’ stage. both when talking to a client as a coach.This section includes examples of actual coaching dialogue. At the target stage you must ascertain what the client wants out of life. They also have a tendency to belittle their gains by attaching a negative statement to a positive action. read it out. their underlying beliefs and values. Your clients should be encouraged to express their goals in terms of positive outcomes. You will have noticed that your self-coaching session began when you identified an issue or topic that you wished to be coached on. Some clients will be very comfortable with expressing what they do not want and your skill is in encouraging them to reframe negative ideas into positive statements. and then work with you to phrase the goal in positive terms. A useful technique is to ask your client to write down their goal. It is useful to remember that phrase from professional development guru. and when listening to a client.

’ The Coaching Model of Achievement Page 67 . not problems. ‘Coaches work on solutions.Berman Fortgang in Take Yourself to the Top.

Some clients need to be gently redirected a number of times so that the real essence of their problem. and others who you work for on a voluntary basis. Would I be right in thinking that you would like to concentrate your efforts on your fee-paying clients? This gives the client a window of opportunity to refine or redefine their goal before being moved on to the reality check. or ‘challenge’ is teased out. some of whom will help you to establish your new business. which one do you want to choose for this session? At this stage it is worth re-framing and checking that you have ‘heard’ the message being spoken correctly:"So am I right in thinking that… or "Would it be fair to say that… or "Am I hearing that you want to… or "Can I just check that I’m getting the right message… This gives your client a chance to agree. Re-framing questions are very useful here. You might choose to say:"You have selected plenty of ideas to work on. or tighten up on their explanation so that there is no misunderstanding of the common purpose that is being worked towards by both of you. and the client feels frustrated and let down at the end of the session. and should incorporate factual evidence offered by the client:"You say that you spend a lot of time with various groups of people. Failure to check your understanding of your client’s goal at this stage could mean that some of the session is wasted. The Coaching Model of Achievement Page 68 .Questions at the goal-setting stage should begin to break the goal down into manageable steps.

Reality phase questions will be prefaced by what. as the real root of the problem may need to be teased out through facilitating the client in becoming self-aware. whilst raising the selfawareness of your client. At this stage it is important to probe underneath the surface. Occasionally. ‘Ah! Now I see where this is leading to…’ This is an excellent moment for the coach to make use of targeted praise. examine his thoughts and actions closely. now let’s explore where you are now… or "I’d like you to describe the current situation in a bit more detail… or "Now we know where you’re going. let’s look are where you are now with this issue… During this questioning phase. of course!) If this moment should occur. These interrogatives will draw out the facts. when and who. Once again a feedback loop must be set up as a check for both parties.Having determined the client’s goal. the next set of questions is used to explore the REALITY of the current situation for the client. The Coaching Model of Achievement Page 69 . it is still vital to gather all necessary information in the ‘Reality’ section before moving on to the options. rather than evaluative statements. you’ve successfully decided where you want to go. clients may suddenly experiencing a blinding flash of self-awareness. and reminding the client that he has come to this realisation through his own analysis of his problems (with your expert guidance. Your client must be asked searching questions which make him think. extra information will lead to redefining or refining the goal. A good link to this could be:"Great. encourage your client to use descriptive terminology. During this phase. and be actively engaged in the coaching process. where.

cheapest or the most comfortable. The ultimate aim is to move the client on a step nearer to their goal by the end of the coaching session. Always remember to ask the client as to whether or not the preferred option meets the chosen goal. Other prompts which may inspire the client to consider available options might be to ask them to consider which idea will be the easiest. At no time should the you impose your own thoughts or solutions on the client. It is useful to ask your client to have a pen or pencil and pad ready. if they have had this problem for some time and have consistently avoided solving it.Honesty This section is the honesty section that should give you a full picture of where your client stands now on the issue chosen. using questions that will allow lateral thought and exploration of their unconscious thoughts. or used strategies that have failed. At the options stage you are seeking solutions from your client. These questions will encourage the client to think ‘outside the box’. This is where you help your client to turn their issue into a goal – coaching deals with goals. It also serves to raise client self-awareness in readiness for the 'options' stage. ask your client to let their imagination run riot and write down all possible actions that will achieve their goal – however unlikely or ridiculous. Using an urgent tone. By re-framing and using a feedback loop. after all. You are ready to take your client through the options section of the GROW Model. a new way of The Coaching Model of Achievement Page 70 . not issues! The goal for the session will be the first step. or be influenced by your personal experiences. you have clarified what is happening and what is not happening in the life of the client. or short-term goal that will be part of the journey towards achieving the main goal or target.

actions and ultimate success. ask permission to make a suggestion. not yours! If you do the reminding and reinforcement of the chosen goal. Suggestions must be carefully phrased and offered. I see what you’re getting at…’) Throughout the ‘options’ period of the coaching session. the responsibility for making decisions rests entirely with the client. so it is important to encourage the client to fantasize about possible solutions! Once your client has amassed a list of options. good ideas are often sparked by such suggestions. Always keep the goal in mind as the client may want to go off at a tangent. The Coaching Model of Achievement Page 71 . not commanded to succeed! If your client appears to have come to a full-stop. the next step is to lead the way through them. he must be empowered to succeed. and carefully worded questions allowing sufficient ‘silence time’ for the client to consider and frame his answer have not fully explored the options available. it may appear that you are chastising the client for losing sight of the goal. Questions such as:"Which option will give you the result you want? "Can I take you back a step… remind me of your goal (it is vital that the client does this – it is their goal. The client must feel ownership of his goals. Far better for the client to experience that enlightening moment – ‘Oh.approaching the problem will be required to give the desired result! Although some of the options may seem worthy of instant dismissal. without a hint of them being offered as the preferred solution. Your role is to heighten client self-awareness to a level where he is able to select his own solution based on his own self-knowledge and understanding of himself and the problem. encouraging consideration of the advantages and disadvantages of the various choices. A solution imposed by the coach will lack those two main ingredients – awareness and responsibility.

it is an opportune time for the coach to ask the client to describe what success will be like for them. how would you feel about considering… or "Another option might be… As you build the coaching relationship and rapport. The Coaching Model of Achievement Page 72 . The more skilled you become at ‘reading’ the client. skilled questioning may well eliminate the need for suggestions. Once a list of options has been drawn up. encourage a check back that the chosen option gives the desired result to meet the chosen goal.prefaced with:"Would you like a suggestion from me? "Would you like another option to consider? Valuing the options already given by the client will make your suggestions just another one to add to the list:"You’ve already come up with two interesting ideas we can look at. will reinforce the goal in the unconscious mind. and noted down by you and your client. Ask the client to link how they will respond to their success with their goal:"I will feel a warm glow of satisfaction when I do this (the action) and this happens (achievement of the goal). the less likely you are to feel that the client is ‘stuck’ and needs direct help in order to move on. When the client has explored the merits of all the options in relation to their goal. you can lead them to consider the advantages and disadvantages of each option. At this stage. Speaking in positive language. taking care to use language congruent with their preferred thinking style:"What does success look / feel / sound like to you? "Describe how you will feel when (not if!) you succeed. in the present tense.

You must pin down the specific timetable:- COACH . That’s great! When will you start? CLIENT – I thought I might make a start on Tuesday or Wednesday. and be content with that. The ‘will’ or action section of the GROW model is concerned with helping the client to find the way forward. yes I’ll definitely try to make a start on Wednesday. or be content with bland bridging statements of intent. It flows naturally from the previous section. and ideally begins with you asking the client to confirm which option he is going to choose and how this links with his goal. Do not let them veer off course at this stage. Using a funneling process. For example. you will then assist the client in fine-tuning the first step or steps they are going to take. is there anything stopping you from actually making a start on Wednesday? CLIENT – No. which is the better of the two days? CLIENT – Wednesday. COACH – Realistically. a positive affirmation of intent.So you’ve decided to complete the report by next week. agreeing a plan to put their chosen goal into action. COACH – You said ‘try’ on Wednesday. Wednesday it is! COACH – I want you to think about how you spend your time on a The Coaching Model of Achievement Page 73 . a client might commit himself to writing an important report by the end of next week.This will reinforce the positive aspect of achieving a defined goal and lead neatly into the ‘WILL’ or action section of the GROW model.

followed by an upbeat ‘I look forward to hearing of your success next week’ is an excellent method of closing a call. To keep coaching calls moving and on schedule. You will find that clients often begin their course of action the minute the call has finished! This ensures a very upbeat and positive start to the next call.Wednesday – when will be a good time to set aside for writing the report? CLIENT – I’ll start Wednesday evening. through what is being said. ‘Perhaps next week…’ Tell the client you are looking forward to their call next week and praise their hard work. Keep going until the client has agreed to allocate enough periods of time – each day if necessary – in order to achieve his goal. Ending a session with praise. Ask them to write their agreed time-scale in their diary so that 'we can check back together' the following week. Always avoid any phrases which give any reason for doubting the client’s good intentions – ‘I hope to…’. COACH – What will be a good time for you? Be firm and encouraging. towards the end of the call it is helpful to say. Asking the client if the call helped them to move forward is very powerful and leaves them feeling great about the power of a coaching session. ‘In our last five minutes…’ Closing on an upbeat and positive note will leave the client fired up for action. the way it is being said and the use of The Coaching Model of Achievement Page 74 . reinforcement of the goal and actions. During a coaching call remember to actively listen for clues about your client.

The Coaching Model of Achievement Page 75 . "the confidence to practice using this model with your clients. Think of the GROW model as a framework for solving problems. "an understanding of how and why a coaching model works. This approach might be doing the client a favour and unlocking the real issue underlying the surface concerns which may be being voiced in an unconscious attempt to mask the crux of the problem. Building a picture of your client’s comfort zones.silences. noting throw away remarks that are recurring and may have an underlying significance in moving the client from where he is to where he wants to be. a supposed peripheral issue can be acknowledged with a ‘Would you like to come back to that later?’ or a more insistent ‘We’ll come back to that issue in a moment’ if the client repeatedly shows that he is unwilling to explore an important area relating to his goals. exploring reality. looking at options. identifying goals. and securing a commitment to living a better life. and would almost certainly be unwise to attempt this in a first session! Summary Your study of the GROW model is now complete! If you have managed to work through all the exercises you will have gained:"a good working knowledge of each stage of the GROW model. Using the reframe technique these patterns of behaviour can be skilfully fed back to the client with reference to their significance to the issue to be addressed:"I notice that you’ve mentioned ‘x’ several times – how does this effect the issue you want to explore? "Or during the call. To make this approach the coach will have to have established very open and trusting relationship with the client.

You are encouraged. to collect ideas for questions under each of the GROW model headings. through your reading and practice. Try not to think of the framework as straightjacket – have the confidence to be flexible and to use this simple and effective model to help all your clients to fulfill their true potential! Happy practicing! The Coaching Model of Achievement Page 76 .There is one final exercise. Activity 3. One final thought – as you practice and become increasingly confident in using this model you will notice that coaching sessions often dip in and out of the sections of the model.

and at the end of this sheet. How did Elizabeth feel about what happened? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 3. How did Elizabeth feel about what happened? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ My learning points:________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 77 . make a note of your learning points.Activity 1 Background Case-study – Elizabeth’s Story You have read the story. What stopped Elizabeth reaching her goal when she was eleven? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 2. 1. What enabled Elizabeth to reach her goal when before she was thirty? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 4. Record your own observations.

relationships. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Question 2: ‘What from of outcome or result are you seeking by the end of this self-coaching experience?’ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 78 .Activity 2 Use these sheets to record your answers as you work through the text. This may be in the area of career. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ If you have phrased your goal in the negative take a few moments to rephrase it in positive terms. finances. achievements or any other area that is important to you at this time. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ Your next step is to write your topic or issue in one sentence that you can easily keep in your mind. TOPIC OR ISSUE Question 1: Think about one particular issue or challenge in your life at the moment. desires. self-esteem. It is important to use the module to support you as there are additional questions and prompts to guide you through the process.

What are you saying to yourself… ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 79 . ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 3. What are you doing that shows you have achieved the goal? Make a quick note. Think about your topic/issue and take yourself forward to a point in time when the issue is as you want it to be. How are you feeling at this point in the future? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 5. What do you notice that shows you have achieved the goal? Or. or solved the issue? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 4. how do you know this has happened? Note it down. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 2. What are you hearing that tells you that you have achieved your goal.G IS FOR GOAL 1. if it is a problem you want to solve.

If it’s not challenging enough.6. or you will lose interest. you will either achieve it without trying. When do you want to be in this position you can see in the future? What timescale do you have in mind? Is it next week? Next month? Next year? It must be realistic. If you have a big career goal and a longer timescale. Do you need to add anything to it to make it more challenging? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 8. you might want to focus on a part of the goal in a shorter timescale. How will you know that you have achieved your goal? Is there a measurement you can use? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 9. How challenging or exciting is achieving this goal? If it’s too challenging break it down into an element you can achieve within the timescale you’ve set. Where do you have control or influence with regard to this goal? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 80 . ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 7.

What were the results you got from doing these things? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 81 . What have you done so far to improve things? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 5. What is going on right now that tells you that you have an issue or a problem? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 2. As well as what is happening. What is happening now that is good that you want to keep happening to contribute to achieving your goal? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 4.R IS FOR REALITY 1. what is missing from your current situation that you would like to have? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 3.

write down where you will get them. support etc. The one you identified in identifying your topic or issue. talents. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 82 . leave it alone. What other resources will you need? Briefly. money.6. What resources do you already have to help you to achieve your outcome? (skills. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 9. personal qualities. if it’s still okay. The final step is to look back to your goal for a minute. time. experience. enthusiasm. Is it still relevant. or has it changed? Make any changes or adjustments.) ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 8. qualifications. What obstacles or possible barriers are in your way that prevent or hinder you from moving forward? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 7.

If you could devote all of your time to this one thing. What else could you do if you didn’t have to explain what you were doing. or be answerable to anybody? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 3. What could you do to move yourself just one step forward right now? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 2. What could you do if money were unlimited? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 4. What could you do if you did not have to live with the consequences? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 83 . what would you do then? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 5.O IS FOR OPTIONS 1.

what would it be? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 8. highlight it. Circle it. If you went to your line manager or friend with this problem. If you secretly know what you should do first.6. Choose one that will move you forward just one step. what might they suggest? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 7. Choose the easiest thing to do. or the one you feel most comfortable doing. Choose one of the options. Have a look back over your list of options and read each of them carefully. or the quickest. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 84 . but choose one right now. Check to see if any of them spark another idea you could also do? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 9. or the cheapest.

________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 85 . If it will move you forward.10. choose something else. Will it move you forward? If not. stay with it. What is the benefit to you of doing this one thing? Will it make you feel better? Will it mean you will know something new? Will it change your opinion of something? Will it relieve the stress a little? There has to be a benefit. Identify it and write it down. just check. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 11. If you do the one thing that you have chosen.

________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 3. When are you going to take these actions? What’s the timescale? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 5. How long do you think that that list of actions will take you? Can identify anticipated timescales for each item? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 86 . What are you going to do? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 2.‘W’ IS FOR WILL AND WAY FORWARD. 1. What will you do? List the actions you must go through to complete this thing you have chosen. How will these actions meet your main goal? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 4.

When will you tell them? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 87 . Should anyone else be involved in this list of questions you’re going to do to complete this thing. When will you tell them? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 9. or this issue. What do you want this person. Who else should know that you will be doing these things? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 10. to do? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 8. or this goal that you have chosen? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 7.6. or these people.

How likely is it to stop you? Is it likely. Whatever your first step is. or not likely? If it’s not likely that’s fine. can you think of any obstacle or barrier that might stop you from doing it? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 13. How will you overcome this obstacle.11. what can you do to make your first step more achievable? (If you didn’t understand that. it means looking at your first step being something to reduce the barrier. or obstacles? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 15. What will you do to stop it from stopping you? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 88 .) ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 14. At what point in your plan will you tell them? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 12. But if it’s very likely.

Write it down in your diary. time.16. You also identified a timescale in this section as to when you would begin your first step. Put the two together. Is that timescale still valid? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 17. place. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Coaching Model of Achievement Page 89 . Earlier you wrote down when you would complete this first step. When will you actually start in terms of date? Be specific – day. Is there anything else you need to consider before you begin this first step? ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ 18. In identifying your goal you identified when you would have achieved it.

Activity 3 Use these pages to list useful questions that you might want to use with a client when working through the GROW model: TOPIC GOAL The Coaching Model of Achievement Page 90 .

REALITY OPTIONS The Coaching Model of Achievement Page 9 1 .

WILL The Coaching Model of Achievement Page 9 2 .

COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2. RELEVANT READING/RESEARCH: (articles. of practical coaching sessions this week) KEY LEARNING POINTS: 3. books. etc. talks.) KEY LEARNING POINTS: The Coaching Model of Achievement Page 9 3 . journals. internet.Weekly Learning Journal Sheet WEEK 2 . tapes. PRACTICAL EXPERIENCE (No.THE COACHING MODEL OF ACHIEVEMENT 1.

Coaching Skills Program Week 3 BUILDING RAPPORT WITH YOUR CLIENT Based on material provided by John Cassidy-Rice © 2011 The Life Coaching Academy Version 2011/1 .

their goals and their confidences. 'A harmonious or sympathetic relation or connection'. When you establish rapport. they will have to like you and trust you. As their coach. In this module you will explore what it means within this context and gain an understanding of why it is so important. you already have the necessary skills and they are an integral part of you but. To do this. Rapport defined Most dictionaries will offer a definition that goes something like this. you are sending the message that you are very similar to them and this is important because 'people like people who are like them'. Building Rapport with your Client Page 99 . perhaps because you have not maintained a conscious awareness of them. In life coaching this needs a little more dressing. they may have become slightly rusty. You are invited to try some practical examples for yourself and to identify areas where your own skills in establishing and building rapport may need a little corrective work.Week 3 BUILDING RAPPORT WITH YOUR CLIENT Based on material provided by John Cassidy-Rice Preview Rapport is one of the most popular words in the life coaching lexicon. A more appropriate definition would be 'Your ability to enter into each client's model of the world so that you can give them the feeling of being totally understood'. The key word here is 'understood' because understanding is at the core of coaching. as a human being. you will be allowed to share a client's innermost dreams. They may tell you things that they have never shared with another person. It will only be a little work because.

" "It doesn't feel right. His pal whispered to him. rapport is all about effective communication. "Look at the music sheet and get a picture inside your head of where you come in. Birtwhistle's 1970's research is often quoted. "You know when you are skateboarding. with particular reference to coaching by telephone.So. In this area. That's the feeling he wants you to get with the music. Before we leave the topic of definitions. It is the word used to describe your posture and the way that you feel when you are coaching. Turn to Activity 1 for a practical example that you can try for yourself. tonality accounts for 42% and the remaining 15% derives from your choice of words. The tutor continued painting the picture but the student still did not get the point. He determined that 55% of your meaning is communicated by your physiology." Building Rapport with your Client Page 100 . Dr Birtwhistle was referring to the situation as it refers to face-to-face dialogue. and keep on eye on me. You turn in mid air and hold out until the very last second. Here is an example:- A music tutor was trying to explain how to play a particularly troublesome piece of music to a student. His research suggests physiology accounts for 43% of received meaning. According to coach and trainer. the dynamics change when applied to telephone conversations. you need to be clear about the meaning of physiology in building coaching rapport. John Cassidy-Rice. Aspects of language To establish and build rapport you must speak your client's language. 38% from your tone of voice and a mere 7% from the words that you use." said the student. Dr.

whether you are coaching face-to-face or by telephone. In the earlier example. A 'hearing' or 'auditory' preference individual will favour these:"Sounds good to me "Clear as a bell "We are on the same wavelength Building Rapport with your Client Page 101 . picking up on this. These allow the mind to code and understand what is happening. The tutor did not. some will be more developed or favoured than the others and it these preferred senses that will be used to represent the world. Here are some commonly heard conversational clues:A 'seeing' or 'visual' preference individual will favour phrases like:"That looks right "I get the picture "See what I mean "That is colourful. Once you are aware of this. The student was a 'feeling' person . you can detect the preferred sense of anyone that you are talking to. hearing. 'picture' and 'eye'. you will make it easy for them to answer your questions and you will understand each other perfectly.The student got it at once. smelling and tasting. When you use these words. the music tutor was clearly a 'visual' person as revealed by using 'look'. Although everyone has these senses. Here is how you do it. you must know the words that your client uses to think with. His friend knew the words that connected with the student's thinking process. coming from you "Show me what you mean. used the same 'feeling' speech pattern and there was immediate understanding. feeling. As a fact he used the word 'feel'. Human beings process information by using their five main senses of seeing. His pal.

the 'tasting' or 'gustatory' verbal clues. "This smells fishy "I smell a rat "As sweet as a rose "On the scent of something good "She used an aromatic example. There are also a few non-specific phrases like 'I think we need more time'. Here are some examples of 'smelling' or 'olfactory' verbal get the taste. 'I understand' and 'She seemed insensitive'."I hear what you say "Listen to this. "Let us chew it over "Like eating a piece of cake "That is how the cookie crumbles "It left a nasty taste "I can get a flavour of it. A further clue is that olfactory types will often sniff before they make a decision . Thinking. Building Rapport with your Client Page 102 . 'tactile' or 'kinaesthetic’ personality will go for:"I feel good about this "That touched me here "I cannot get a grip on this "I felt right at home "I was feeling rough at the time. Although the olfactory and gustatory preferring types are rare. A 'feeling'. And see if it smells right and. 'It makes sense'. gustatory people may smack their lips or make swallowing sounds . you may well come across them at some stage in your coaching.

They can go to great lengths when describing something and they enunciate clearly. Please turn to Activity 2 for a fascinating check of your own preferred sense. Their tonality is frequently deep and resonant. They may often jump from topic to topic as they focus on different parts of their picture to make sure that they miss nothing. even. Here is a very short story to demonstrate. so you will need to be alert for clues that are more obvious. level and musical tone. you can use it to great advantage in your coaching. It features Susan who Building Rapport with your Client Page 103 . hence their speed. understanding and insensitivity do not fit into any clear preferred category. Visual people are often rapid speakers. Auditory people love lists and enjoy making their points in sequential order. They have a clear picture in their head and will want to describe it to you in great detail. You must allow them time without interrupting during their pauses. Once you have this information. Kinaesthetic people like to talk very slowly. Tempo and tone Your client's tempo (speed of speech) and tone (tonality) can give further clues about their sensory preferences and offer some great opportunities for establishing and building rapport. They accord a meaning to every word and there will be long pauses as they go inside their mind to access exactly the right information. They may often speak in a high pitched manner. Mainly auditory people have a rhythmic. Then go straight on to Activity 3 for a further exploration.sensing.

Turn to Activity 5 for Building Rapport with your Client Page 104 . smiled and said 'You are the very first person who knows how I feel. your client will not even be aware of what you are doing. She noted that James had a very pedestrian manner of speaking and deduced that he was a kinaesthetic type. you have the same rhythm. The process is simplicity itself. If they have a speech rhythm. Caution! Matching and mirroring does not mean that you mimic accents or any speech impediments like stammers. I would like you to be my coach'. The person who introduced James had warned that he was impatient with trainers. Susan was using the technique of matching and mirroring to enter James' view of the world so that he felt understood and able to trust her. colleagues. Note the length and complexity of their sentences and match these too. she is a typical visual person. When you do it correctly. They just did not allow him time to process his responses. She even modulated her voice slightly to make it deeper. When a client speaks fast. You match their volume and tonality as closely as you can. James stood up slowly. consultants and coaches. Susan slowed her own speech pattern down to exactly match James' tempo. a potential client. He was a valued member of the team but his impatience created problems. His impatience stemmed from people at work 'jumping in' with answers while he was still attempting to describe an issue. At the end. Susan speaks quickly. Their initial session lasted an hour during which Susan said very little and during which there were some extremely long a life coach and James. you speak fast.

stand up. If you have been talking slowly and in a low tone to match your client's speech patterns. Simply return to matching and mirroring to re-establish rapport and try again later. you can lead your client forward. You will immediately see that you can send eight different meanings. "I did not say that I loved her "I did not say that I loved her "I did not say that I loved her "I did not say that I loved her "I did not say that I loved her "I did not say that I loved her "I did not say that I loved her "I did not say that I loved her As well as changing meaning.some ideas for developing these skills. you will find that when you speed up slightly and lift your tone. No problem. This will change their mood. as a coach you are in control and must lead your client . This device is valuable when you have a client who drones on and on in miserable tones. your client will follow suit.not the other way around! You might break rapport when you first try this. theirs will too. your tone can also indicate a positive or negative frame of mind or state. read each phrase aloud and place a strong emphasis on the underlined word. stretch and then sit in a different position. Your client enjoys the feeling of being in rapport and will want to sustain it. In this example. If a coaching session lasts for an hour or Building Rapport with your Client Page 105 . After all. As you allow your speech to become faster and more positive. Your tone can also significantly change your meaning. You could even get them to change their physiology by inviting them to pause. Once you have established rapport.

Breathing has a tremendous impact on mood and state. Please turn to Activity 6. You can also pace and match your client's breathing patterns. you can notice some unspoken information. Change your position and posture . When you copy their breathing depth and pace you can feel what they are feeling and. you may find that you become tired and that your initial positive tone has begun to slip. Be alert to all the signs. or lead. They may reveal their sensory preferences. Building Rapport with your Client Page 106 . pace.more. they may indicate satisfaction and comfort by slower and deeper breaths. mirror. they may reveal stress with shallower and faster aware of changes in your own tonality and focus on opportunities to match.

you are hampered by having to use one word at a time. We all shift between them according to our activity and mood of the moment. If you attempt to do this with words. auditory. British people tend towards the auditory with strong visual support. Here are just a few examples of the potential power of the three main patterns. VISUAL: It is true that a picture is worth ten thousand words. In very general terms. Visual is the realm of space and time. In the USA the situation is opposite. what did you see and how did it feel at that time?' Then recreate the picture with the Building Rapport with your Client Page 107 . You can hold a fantastic amount of information at once when you use pictures. Once you and your client have used visualisation to create a clear picture of the selected decision and its associated action. move on rapidly. So far. 'What were you most proud of. Do it with feelings and it takes too long for the experience of each feeling to manifest. with visual as the key preference and auditory in strong secondary position. or kinaesthetic. you have been presented with an introduction to the main representational systems but there is a great deal of deeper information that you can gain if this topic really fascinates you. You must beware of using these valuable indicators as labels for individuals. hold them all in your mind simultaneously and compare. If you need to make decisions based on given information you can create pictures of each possible outcome. Latin countries tend to feature people with kinaesthetic preferences and strong visual components. You must not create a loop by introducing new pictures at this stage.Beware of labels Nobody is permanently or solely visual. Visualising is a useful tool for accessing past success and using it as a basis for future achievement.

Fourth is the internal or external verbal response'. to list and to prioritise. Then there is the nervous impact of that event via the senses. Dr. This hypothesis indicates that words can move us four steps away from the scenario and information to recreate the same feelings of pride and achievement. "You have an understanding of the power of physiology in changing state. It is time to turn to Activity 7. Words are also useful for removing emotion from an experience. 'First there is an event. Wyatt Woodsmall puts it like this. they force logical progression and allow subsequent analysis. Because words are used one at a time. Building Rapport with your Client Page 108 . to arrange sequences of actions. "You can recognise the main sensory preferences by choice of words. "You have the keys to establishing and building [and sustaining] rapport with every client. Summary "You have been introduced to the communication model and the way the dynamics change during telephone coaching. Third is the emotional reaction based on past experience of the individual. AUDITORY: Use words to help your client plan. "You know how matching and mirroring can be used to good advantage.

head up. in that situation. "Now. in that situation. "Stand with your head hanging down forward. try to feel sad and say something negative "What happened? "Return to your normal positive and happy state and continue with the text. Sigh deeply. Building Rapport with your Client Page 109 . try to feel happy and say something positive "What happened? "Stand tall.Activity One You are about to prove the power of physiology for yourself. shoulders back and with a great big smile "Now. Droop your shoulders and let your arms hang loose by your side. Turn the corners of your mouth down.

Activity Two You are about to discover your preferred sense. using the answer that immediately feels right for you. you are probably primarily visual. tick one from each of the three options given in the sections below. style and appearance ■ Its description. Selecting the middle option suggests that you are primarily auditory. sound or salesperson's patter ■ The feel of the thing I find it easier to… ■ Draw a picture ■ Sing or hum a tune ■ Play sport If you mainly chose the first option in each case. I like to learn by… ■ Seeing how to do it ■ Hearing a talk ■ Having a go. hands-on I make decisions by… ■ Getting a clear picture ■ Finding out how it sounds ■ Attending to my gut feeling I buy things based on… ■ Colour. Building Rapport with your Client Page 110 . As fast as you can.

breakwaters and suchlike "Listen to the sound of the sea as it laps onto the shore "Notice the rhythm of the waves "Notice the birdsong "Are there any other sounds? "Just enjoy this song of the beach for a moment "Feel a warm breeze against your skin "Feel the sand or shingle on your bare feet. You may find it useful to record the following points. Is it soft or coarse? "Dip your toes in the water. "Find a quiet place where you will not be disturbed for a few minutes "Sit comfortably and relax .eyes closed or open as you prefer "Imagine that you are walking along a favourite beach "Take a moment to enjoy the experience and notice what you notice "Observe the colours of the sea and the light dancing on the water "Look at the sky. Can you taste the salt in the air? Building Rapport with your Client Page 111 . wonder at all the different colours "Look into the distance. Activity Three You are about to explore your senses. Is it warm or cold? "Can you smell seaweed and the scent of the ocean? "Take a deep breath. plants.The third option indicates a kinaesthetic preference. How far away is the end of the beach? "Become aware of rocks. What colour is it? Are there any clouds or birds flying? "Look down at the sand or shingle. trees. allowing around ten seconds between each one and then to play it back as you complete this activity.

Your imaginary holiday is over. become aware of your surroundings. "What did you learn about yourself? "Did you find some images easier than others? Which Ones? "How can this exercise help you in your coaching? Building Rapport with your Client Page 112 . stand up and stretch. Move your arms."Gradually.

If only I could put a frame around it __________________________________________________________ I only made it by the seat of my pants __________________________________________________________ A little voice warns me to be careful __________________________________________________________ Building Rapport with your Client Page 113 . write a question using the same sense. You are about to consider eleven sentences. Then. A or K according to whether you believe it to be Visual. decide the sense of the sentence and mark it V. the easier it becomes to reflect their model of the world and to create rapport. First.I cannot get a grip on what I need to do next! K What do you need to gain a firm hold on your next step? My future looks fuzzy __________________________________________________________ My boss doesn't listen to me __________________________________________________________ I can imagine someone else going so far __________________________________________________________ It is all so big. This means that you must be flexible in your own communication. Auditory or Kinaesthetic in its phrasing. Example:.Activity Four The more you use your client's vocabulary.

Building Rapport with your Client Page 114 .My partner paints a clear picture. but I just can't see it __________________________________________________________ I get wobbly just thinking about it __________________________________________________________ It is moving so fast __________________________________________________________ I could do it if I had someone on the same wavelength __________________________________________________________ It seems so attractive __________________________________________________________ When you have completed your answers. repeat the exercise but. Get together with other coaches and make up your own sentences and questions. this time. Then do it again with questions framed in a totally different sense. use different questions in the same sense.

restaurant. news readers. filling station or shop . "As you play each one back. Building Rapport with your Client Page 115 . Note how each creates a 'mood' or state. Use a wide variety . "Whenever you are in an hotel. interviewers and famous personalities. "Record a few minutes each of voices from the radio. Role play as each of the dominant preferences. Practise breath pacing and leading. see how well you can match and mirror their tone. "Show this module to a friend and practise together. pitch and pace.presenters. Notice how quickly you can establish rapport and note the improvement in service.Activity Five You are about to experience the nuances of tonality.practise a little discreet mirroring and matching. Contrast the manic upbeat style of a pop music station DJ with the measured tones of a war correspondent.

"Note the rate. Watch and learn and then practise on a willing friend. They very often use these techniques with their guests and yet still retain their own style and personality.Activity Six Observe the technique of established television interviewers. middle chest (auditory) or the abdomen (kinaesthetic)? How do these broad descriptions tally with their preferred sense as indicated by their choices of words? "Are inhalations the same length and depth as exhalations? "Is their breathing regular or spasmodic? "Notice what you are noticing Building Rapport with your Client Page 116 . depth and location of their breathing "Do they breathe with a regular and consistent rhythm and does the pace vary? "Do they breathe from their upper chest (visual).

If you could answer the above questions. Building Rapport with your Client Page 117 .but these are not real . how is the figure six shown on your watch? (Roman.Activity Seven You are going to test your own powers of visualisation. Just pretending to 'see' pictures works just as well. 'I just know'. the response will be. Arabic or just a dot?) How do you know the answers? In many instances. You can use this technique for clients who say that they find it difficult to visualise.they are mental images. This provides an opportunity to point out that we all tend to think in pictures . "What colour is your front door? "How are your house numbers or name displayed? "What is your car's number plate? "What is your telephone number? "What is your post-code? "Without checking. you CAN visualise.

A: Mellow and relaxed B: Proud and patriotic C: Stressed out D: Party time E: Romantic F: Spiritual G: Nostalgic ___ Gentle solo piano renditions of popular show tunes ___ Gregorian chants ___ Military bands ___ Electronic bass drum beat [House. It is not advisable to play music during the session.and that will not do a lot for rapport! Building Rapport with your Client Page 118 .B or C etc as appropriate. as your clients' tastes may be very different from yours . What moods do you think might be created by the following types of music. Garage etc] ___ New Age ambient sounds ___ Rock and Roll ___ Traditional Irish or Scottish melodies You may find it very useful to create your own mood for coaching by playing appropriate music before any coaching session.both near and distant.And finally. How many can you identify and what do they signify? How do you know? Think of the power of music to alter moods. become aware of the effect of sounds. One mood for each type of music. Listen to the sounds around you right now . Match the suggested moods to the types of music by marking A.

Applies to a company's clients.)* Building Rapport with your Client Page 119 . (Think of more from your own experience. It is about effective response and rapport.Appendix 1 FOUR MAJOR PERSONALITY STYLES Introduction This is particularly applicable to coaching in the workplace. People who are difficult to work with may display all or some of these… "uncontrolled temper "super-critical "perfectionist "arrogance "lack of communication skills "overpowering personality "insecurity "aggression "avoid decisions "hog conversations "bully others into agreement "won't open up to you "irritatingly detailed "don't listen to you "think of big picture and ignore practical details. This would be conducted in 15-minute group workshops in a 'live' situation. customers or work colleagues.

(eg: Richard Branson socialiser) Look for clues to a client or colleague's dominant style. SOCIALISERS AND TEAM PLAYERS ARE people oriented. Building Rapport with your Client Page 120 . excitable. logical. kind and warm. self-possessed. avoids risk. co-operative. use examples. unassertive. assertive. cold. All people use all traits at some time. disorganised. fast decision-makers. but most people have one dominant trait. enthusiastic. easy-going. give much information.You can make these people less difficult… "If they are clients or customers you can then do more business with them. critical. supportive. poor listeners. likes to work with others. logical. chatty. asks questions. excess sincerity. not-detailed. needs facts. DETECTIVES: Formal. tough-minded. pedantic. fast-paced talking. honest. lack patience. formal. "The bottom line benefit is that you will then gain their attention and co-operation. "If they are work colleagues you can then create a more productive and pleasant environment. many gestures. delegate tasks. standoffish. dislikes conflict. serious-minded. few gestures. unassertive. unfriendly. GENERALS: Feel important. SOCIALISERS: Everybody's friend. Now think of a couple of famous names for each type. assumes others are honest. orderly. slow-paced. TEAM PLAYERS: Quiet. picky. self opinionated. good at reading others. accommodating.

GENERALS AND DETECTIVES ARE task oriented. Building Rapport with your Client Page 121 . GENERALS AND SOCIALISERS ARE tellers and talkers. TEAM PLAYERS AND DETECTIVES ARE askers and enquirers.

They are kind. you must separate the key from the waffle. you show concern to make them comfortable. They are abrupt so you keep to the point when responding. Welcome them with a smile and a friendly greeting. so you must have your facts straight. Socialisers are friendly so you act in a relaxed way. nod your head in agreement. don't interrupt them. Team Players are quiet so you keep more thoughtful and quieter. you use words like 'we' and 'us' They use few gestures and are slow. warm and unassertive. They are easy going so you shouldn't push for a fast decision. Building Rapport with your Client Page 122 . They are enthusiastic so you respond with positive enthusiasm.This information allows more effective responses to… "Improve communication "Establish rapport "Exchange ideas Generals feel important so you pay real attention to them and so play to their strength. They offer much information. Detectives are formal so you adopt a formal manner and give them space. don't get hyper. They are critical. qualify and quantify. They are unassertive so you must hold back and be unassertive too. Show them how to feel that they are winning or getting something special. They are logical so you should know their goal or intention so you must affirm that you are on-track. They are supportive and co-operative. stay calm. They are self-opinionated so listen carefully when they speak. They are logical and pedantic so you must respond with detailed descriptions. you slow down gestures and pace of speech.

People like to deal with people who reflect their own personality… Emphasising a particular part of your own personality is a key to success so whilst adapting to others as above. This is about being subtle and flexible to accommodate their style so that they feel comfortable with us. Building Rapport with your Client Page 123 . Categorise yourself and think of what changes you might want to make in yourself. The aim of this process is to create comfort zones for the other person. Use the process as a self-discovery exercise. remain true and don't fake it. You can also use it as the basis for a mini-lecture that you can deliver to corporate clients.

BUILDING RAPPORT WITH YOUR CLIENT 1. etc. COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2. books.Weekly Learning Journal Sheet WEEK 3 . PRACTICAL EXPERIENCE (No. journals. of practical coaching sessions this week) KEY LEARNING POINTS: 3.) KEY LEARNING POINTS: Building Rapport with your Client Page 124 . tapes. talks. internet. RELEVANT READING/RESEARCH: (articles.

Coaching Skills Program Week 4 EMPOWERING THE COACHING RELATIONSHIP © 2011 The Life Coaching Academy Version 2011/1 .

There’s no greater investment. An effective coach has power to transform lives and enable clients to discover and commit to a new sense of direction and purpose. in his book The 7 Habits of Highly Effective People effectively sums up the sensitivities and power of this relationship in the following. 4. 3. payment. it’s holy ground. How to set up the coaching agreement with your clients – this will include agreeing on ground rules for the coaching alliance. 2. 5.” Each module of this course is closely linked and intertwined with the others. you will gain a greater understanding and working knowledge of:- 1. A skilled coach will seek to invite each client to take control of his or her life and enable him or her to use a variety of tools and techniques to achieve this. A coach gives 100% commitment to each client’s personal development and growth. Through studying this module and participating in the activities.Week 4 EMPOWERING THE COACHING RELATIONSHIP The key to building a successful coaching practice lies in the ability of the coach to establish a rapport with clients and to build a lasting and trusting relationship with them. well-chosen words:“Self-growth is tender. terms and conditions. each client is embarking on a unique journey towards self-fulfilment. The role of the coach – this will relate to the skills-based modules. In engaging the services of a coach. The process of reviewing progress with your clients and the value of setting “homework”. The importance of the “Intake Session” – how to prepare yourself and manage this crucial first coaching contact with your clients. Empowering the Coaching Relationship Page 129 . Stephen Covey. and session timing. The qualities of a good coach and how to use these to build client confidence.

10. The three stages of preparing for your coaching sessions.6. 9. How to manage your time when running a coaching practice. 7. 8. and gives you the practical advice and guidance you will need as you begin to build up your client base and establish yourself as a professional coach. Any communication between two people constitutes a relationship. your relationship with your clients will be based on the firm belief that your clients are capable. How to build up a working “tool kit” to use in a range of situations. As you work through this module you will make connections with the other study units and consolidate your learning. The coaching relationship is a conversation between a client and a coach. Within any conversation. the ‘coaching relationship’ pulls together all the coaching skills. The qualities of a good coach. The impor tance of continuing your own professional development as a coach. the two main elements are speaking and listening. as you will have discovered in the skill-based modules. so how is the coaching relationship unique? As a coach. sets them in a framework. Essentially. resourceful people who want support in articulating and achieving their Empowering the Coaching Relationship Page 130 . It is the power of that relationship that will produce the results. You will also gain a ‘big picture’ overview of how to manage a coaching business – from the detail of working with individual clients through to the management issues of working with a portfolio of clients with a range of different needs. The extent to which the coach develops and continues to develop these two skills will determine how effective these coaching relationships will be. The boundaries of coaching and how to deal with difficult clients.

A coach provides support and direction in three ways:1. So on to the essential qualities of an effective coach. Myles Downey. They must feel 100% safe and secure in the coaching relationship. As we explore each of these attributes in greater detail.goals. new relationship. 1. Trust 2. in his celebrated work Effective Coaching. Trust. As a coach you will need to spend time with your client:"Getting to know each other and "Building up a sense of mutual trust as you encourage your clients to talk and share information about their lives. Transparency or Openness. By being 100% committed to the success of each and every client. A client must trust a coach absolutely. When beginning to coach a new client. Honesty. 2. 3. Your clients must have the confidence to share anything with you. and their aims. recognises that good quality coaching is based on:1. you will begin to appreciate that every relationship is based on two-way communication and whatever attributes apply to the coach must also apply to the client in order to maximise the benefits the coach/client relationship. the initial process is exactly the same as building any important. By providing the necessary tools and structure of ongoing support for their clients. their achievements. By asking the right questions to give insights into what is needed to plan the next steps. and 3. Your Empowering the Coaching Relationship Page 131 . Trust is all about confidentiality.

and ideas and these must be listened to and acknowledged in a climate of mutual trust. and real creativity. The relationship is for the benefit of the client. Mutual trust means that this trust must work in the opposite direction. not the coach. The whole basis of an effective coaching relationship must be built on a firm foundation of trust. Honesty. How does honesty translate in practice? During the coaching process each client will agree on and commit to any number of actions towards achieving their goals. As a coach. Repeated failure to meet agreed targets for action may reveal a deeper challenge. you must be able to trust that your clients are fully engaged with the coaching process and are being as truthful as possible. fears. Your clients must take responsibility for carrying out those actions. any relationship lacks the credibility for open. too. mutual learning. 3. not to their coach. This is discussed more fully in the module on “Goal Setting and Motivation”. a client should be honouring their commitment to themselves. There may be issues concerning a client’s values and beliefs and the congruence of their agreed goals. Clients will be sharing their thoughts. and you need to establish a climate that allows your clients to interpret ‘failure’ to take action as a learning process from which a new and more appropriate plan of action can emerge.clients must be certain that anything they share with you will not be repeated to a third party. Without trust. Your clients need to be aware of this. In committing to and carrying out their action plan. Openness in the coaching Empowering the Coaching Relationship Page 132 . Openness. 2. and be honest with you if they have experienced difficulties or barriers. communication. beliefs.

finally. Openness in discussion – the coach must facilitate the client in being confident to bring all relevant information to the coaching session 2. learning and development of another. in his book Coaching. In Effective Coaching. there are three steps that most successful professionals take to build relationships:1. it is to unlock a client’s potential so that he or she can Empowering the Coaching Relationship Page 133 .relationships has two very specific components:1. Establishing and maintaining non-verbal support. “confidentiality”. And so we move on to… The role of the coach. appreciation. 2. Evoking Excellence in Others. thus satisfying the client. trust and mutual freedom of expression. Openness about the topic of discussion – the client should be actively encouraged to explore all aspects of a topic and not hold anything back that might impede the path of progress To conclude this section. Producing positive feelings in others – both of these aspects are expanded in the module on “The Skill of Building Rapport”. James Flaherty. fairness and shared commitment” and. expresses the importance of the coach/client relationship as follows:“…relationship is the background for all coaching efforts… (the relationship) must be one in which there is mutual respect.” He adds that this should be “based on openness.” In simpler terms. Myles Downey defines coaching as “the art of facilitating the performance. and 3. communication. Determining mutually satisfying goals – in the coaching context this translates as facilitating the client to set goals that are both challenging and achievable.

they are offered as being equally important. 7. 5. a composite picture of the role of the coach has been emerging. Praising clients achievements – the small steps as well as the big ones. 12. Acting as a sounding board and allowing clients to brainstorm ideas and possible solutions or options. There are nineteen attributes in all. 11. Encouraging responsibility. Excellent coaches show their ability by:- 1. and each of these will have been explored in detail as part of one of the modules. 2. Challenging and taking their clients out of their comfort zone. 14. 9. Establishing a high level of rapport. Seen as a whole. 13. Throughout your study. Raising awareness. rather than as a hierarchical list. therefore. and in this next section we are going to define the key elements of that role. Actively listening to their clients at all times. Offering constructive feedback and checking meaning through summarising and paraphrasing. Supporting clients to achieve their full potential. Empowering the Coaching Relationship Page 134 . Each one of these attributes and attitudes forms an integral part of the coach’s role and. Working in a climate of climate of trust. 3. Using effective open-ended questioning techniques. 10. Opening choices. 4. Encouraging clients to explore options. honesty and openness. they can be used as a checklist against your own learning and skills acquisition to help you to identify particular competencies you need to develop as you strive to be an excellent and versatile coach. 8. Facilitating clients in understanding their needs.maximise performance. 6.

How well do your skills match up to this checklist? Before you go any further. remaining totally confidential. Establishing ground rules. And. within a session and over a period of time.15. "Your charging and payment policy. You will need to consider what rules you will need to put in place to enable you to run an efficient. The duplicate sheet can be used with one of your clients to give you feedback in terms of where you think you are and where your clients think you are. Maintaining a non-judgmental attitude. go to EXERCISE ONE and rate your own skill level against each of the criteria on the list. it is crucial to adopt an open and honest policy with clients at the outset. effective coaching practice. defining clearly:"How long each session will last. Welcome back! I hope you were honest. and "Timekeeping expectations. Empowering the Coaching Relationship Page 135 . In family and workplace relationships these rules are often assumed and unwritten. open and trustworthy in your assessment of your skills. For any relationship to work effectively. 18. of course. 16. You will need to draw up a transparent set of rules. Identify any gaps and decide what actions you will take to improve these skills. Enabling clients to set goals and define action plans. 19. When building a business practice that relies on communicating openly and honestly with clients. Keeping clients on track. Helping clients to explore values and beliefs. there have to be ground rules. 17.

it is vitally important to put systems in place at the start. or use a mixture of the two approaches. face-to-face. At different times in our lives we make appointments with a whole range of professionals – doctors. There is no set optimum time for a session. This needs to be made clear at the outset. Most coaches recommend coaching on a weekly or fortnightly basis. Clients need sufficient time to carry out their agreed actions. This is unsatisfactory for the client and the coach. actions not carried through and goals not met. and give yourself time and space in between each client. you will need to decide how long each session will last. A practice can quickly become unmanageable with only a few clients. if it is allowed to grow without any forethought as to the times of day you wish to work and the days of the week that are most suitable for you. Empowering the Coaching Relationship Page 136 . If the sessions are too far apart the impetus can quickly be lost. On the other hand. however most coaches fix sessions at somewhere between 30 and 60 minutes. Remember. agree the frequency of the sessions at the outset. We book appointments through receptionists. Regardless of whether you intend to coach over the telephone. These don’t need to be written on tablets of stone and can be amended in light of experience and changes in circumstance. Again. and should be included in an information pack for the client. coaches need life balance too! A professional coach is just that – a professional.Length of session. Bear in mind that you will need to prepare before each coaching session. there are no hard and fast rules. Frequency of sessions. dentists and lawyers to name but a few. they need a sense of urgency. To avoid this scenario. This information will form part of your toolkit. When setting up your practice.

you should give due consideration to the following:"How will coaching fit in with my other commitments? "How much time each day do I want to allocate to coaching? "Am I going to operate on a 9 to 5 schedule? "Do I want to offer evening sessions? "Are there certain times or days when I will not book in clients? Charging and payment policy. on their terms.personal assistants or secretaries. you must give consideration to the frequency and method of payment. Before setting your own charging policy. before you sign up your first client. cheque and or credit cards? You will need to set up a facility to accept payment by credit card. You must decide:"Methods of payment – will you accept cash. Ideally. find out:"How much other coaches are charging? "Are they charging per session or for a course of sessions? "Do they offer a discount for booking and paying for a course of coaching sessions? "What length of session do they offer? "Do they offer a sliding scale of charges? Once you have established how much you will charge. "Frequency of payment – do you want to be paid by the session in advance or for a course of sessions in advance? "Are you prepared to see clients on a pay-as-you-go basis? "What will you do if a client doesn’t pay and how will they know that? Empowering the Coaching Relationship Page 137 . although there is some degree of flexibility. not ours.

Use the information you have just heard to draw up your own set of ground rules to give out to your clients. This session can take up to an hour-and-a-half. As your client base grows. Empowering the Coaching Relationship Page 138 . Make your expectations clear and be equally clear about the level of service the client has a right to expect from you. formal coaching session with a client is commonly called the ‘Intake Session’.Information about payment should form part of your initial pack for your clients. The ground rules can be clearly defined and can form part of the coaching agreement. Timekeeping. you need to be very clear about the amount of time you have allocated to them. Use the headings as reminders as to what to include. The aims of this session are:"To complete an information and contact sheets for the client’s file. "To clarify your role and commitment to the client. The first. Arrange to have this signed and returned to you before the first coaching session. so keep this in mind when scheduling your sessions. The intake session. Remember the old adage ‘time is money’. Whether your clients are calling you or arriving for a face-to-face session. Turn to EXERCISE THREE. you will become aware of the pressures of timemanagement. What will you do if:"A client is late? "A client misses an appointment? "A client is consistently re-arranging pre-agreed sessions? "A client rings or arrives at the wrong time or on the wrong day? All of these scenarios can be effectively addressed in your initial letter of agreement with the client.

Summarising what has been agreed. You might chose to use a detailed. It. 2. Looking at where the client is now. in outline. "To find out how they want to be coached. "To explain to the client that they are in charge of the process and have the power to decide how long to be coached. Your decision will be based on any prior knowledge of your client and any information you may already have as to why they have chosen to work with a coach. Empowering the Coaching Relationship Page 139 . 6. 5. Setting goals for the session. "To ask what they would like you to do if they get stuck – would they welcome a suggestion from you? "To make it clear that. a genuine “Client History” or a more general questionnaire of the “Where Are You Now?” type. you may need to interrupt them or stop them from time to time and get them back on track. coaching takes a client from where they are now to where they want to be. Review the previous actions. "To go through and explain. Remember. follows that the vital first step is to establish where your clients are now in order to move them forwards towards their own. self-defined goals. therefore. Exploring possible options. to get the best value from the session. Agreeing actions. the basic six point structure of a coaching session as follows:1."To reassure the client about issues of confidentiality. 4. 3. finally. to find out about the client’s state of mind and attitude towards life by guiding them through a pre-prepared client history sheet. focused questionnaire with your clients. "And.

turn to EXERCISE FOUR and try this questionnaire out for yourself.e. Don’t be afraid to ask subsidiary. i. if anything. should I know about your family history? "What is the most important thing in your life at the moment? Explain to your client that the more information you have. Practice taking notes from the answers.A client history is particularly useful if a client is seeking a coach to help them to decide upon and achieve a major life-change. use it on a trusted friend or family member. and might include any or all of the following:"What have been your three most fulfilling accomplishments in life so far? "What has made you the most successful or powerful? "What has been the biggest thing you have had to overcome? "What has not been successful and what have you learnt from this? "How has your attitude towards people changed over the past ten years? "Are you past. Remind your client that they are not obliged to answer all the questions and can ‘pass’ or seek further clarification from you if necessary. or better still. a career change or re-location. the more effectively you will be able to work with them. open-ended questions to probe more deeply into the above areas. present or future oriented? "What should I know about your professional background? "What should I know about your personal background? "What. Your questions should seek to uncover how the client views him or herself. These questions can be made into a template and their answers recorded for future reference. To experience the effectiveness of this approach. Remember to use your active listening skills and open-ended questioning techniques to elicit extra information where necessary! Empowering the Coaching Relationship Page 140 .

As each client is an individual. TOLERATIONS: What are you putting up with at the moment? 2. Although it is essential to have processes and techniques available to support clients in achieving results. This can be divided into four basic sections covering:- 1. identify the area they wish to work on. it is important that the coaching relationship is flexible enough to adapt to each situation and personality. FRUSTRATIONS: What things are frustrating you about yourself. professionally and personally? 3. as a coach. SHOULDS: What do you think you should be doing right now. it is vital that. An equally effective approach is to use a “Where are you now?” format to enable the client to pinpoint their feelings of dissatisfaction and concern. and turn this into a positive goal for the future. DESIRES: What do you really want in your personal or professional life? Take a few minutes to complete EXERCISE FIVE. Welcome back! You can modify this sheet and include it in your own toolkit. you focus on doing the best thing for your client. Again. your work. your life.Welcome back! You may wish to use ideas from this exercise to draw up your own client intake sheet. the “Where Are You Now?” exercise. Slavishly following a process may get in the way of Empowering the Coaching Relationship Page 141 . you can do this for yourself or practice talking this through with a friend or colleague. How to review your clients’ progress. others? 4.

however there is an essential element missing. Empowering the Coaching Relationship Page 142 . aims and actions. recognise the challenges they are currently facing. as the client will be focused and ready to go through the review process without prompting from the coach. "Find out if any other issues have become important since the previous session. It is an excellent basic model. led by your clients’ needs. rather than your own need for the security of a rigid. to be completed by the client prior to the session. "Find out if there are any actions that have not been carried out – challenges. towards that ultimate goal – what happens in the second coaching session? A process of review must be built into this and subsequent sessions. This enables the client to focus on their goals. you will gain the confidence to follow your intuition. It also maximises the time spent coaching. "Find out why any omissions have occurred – check the level of commitment and congruency of goals. and set the agenda for the forthcoming session. After having worked with your client to establish his or her main goal. so the coach should be in ‘coaching mode’ – the coach aims to do the following through the use of open-ended questions:"Find out which actions have been completed – successes. set priorities and agree on one or two small steps. You will need to mentally allocate about 10 minutes for this process.progress or even block progress altogether! As you develop your skills through practising with a range of clients. "Find out how the client feels about their progress. "Celebrate the client’s successes! Many coaches choose to use a coaching preparation sheet. By now you are familiar with the GROW model framework and the benefits of working flexibly within a coaching model. During this review period – it is a vital part of the coaching process not an optional extra. or short-term goals. structured coaching process.

as you establish rapport with your clients. Build an evaluation of the effectiveness of homework into the review session. Remember to phrase your questions in the positive! Welcome back! You have just created another element of your toolkit! Setting homework. you may find Cheryl Richardson’s book Take Time for Your Life a useful source of ideas and possible questions for your review session preparation form. I think some homework would help you to gain even more value from your sessions”. or sent a couple days before a session is due as a reminder. These will accumulate into Empowering the Coaching Relationship Page 143 . Before you begin the next exercise.A call preparation sheet can be faxed or e-mailed to the client as an immediate follow-up from a session. "Or you could “get tough” and be very direct – “I’d like you to try this exercise before your next session – other clients have found it very helpful – let’s see how it works for you”. you will quickly become sensitive to their own particular needs and will adjust your approach accordingly. journals and articles to gather information and ideas for exercises to use with your clients. If you’re not sure. Turn to EXERCISE 6 and use the template to create your own client preparation form. It is not compulsory to set homework for your clients! Once again. “You’re moving ahead really quickly. books. Perhaps you’d like to revisit EXERCISE SIX for a few minutes? Use the Internet. ask! Try saying:"How would you feel about doing an exercise for homework? "Or link this to praise.

the coach will feel out of control and stressed – clearly not the ideal frame of mind in which to coach! To manage time efficiently. Remember:"What works for one client may need adjusting to be relevant to the next. will require the following actions:"Setting aside a specific place to work to enable you to establish clear working patterns. Your business can become driven Empowering the Coaching Relationship Page 144 . what about the bigger picture of your own time management? No one would choose to be coached by a stressed coach. or may not have any relevance at all.what is commonly known as ‘The Coaches Tool-kit’. Tight. Be aware that if you are working from home this can become either all consuming or too fragmented for the business to build and grow. make adjustments and share ideas with other coaches. simply because ground rules have not been agreed or adhered to. so you need to plan to be in control. If clients are allowed to take control of a coach’s time. Ask for feedback:"What was useful about that exercise? "What changes would you suggest? "How useful would it be to go through the exercise again to help you to assess your progress? Time Management for Coaches. but realistic scheduling puts the coach in control of the practice and reduces stress levels. so try out ideas. Now that you have considered the timing of your session. so that you have plenty of time to run and develop your coaching practice. "What works for one coach may not be comfortable for you. Never forget that one of your most valuable resources is your client.

"Recognising your own strengths and weaknesses. The client would feel let down and de-motivated and you would be acutely aware of your own responsibility in mismanaging the session and allowing this situation to occur. Empowering the Coaching Relationship Page 145 . allowing no room for reflection. It should incorporate all aspects of running a business. "Making sure. Use positive affirmations relating to your own goals. "Devising a realistic daily timetable for your coaching business. You may even lose a client. that you work on one action per day that relates to your business and/or personal goals. Rather than assuming you must work increasingly long hours to achieve success. using the above method. Making sure these boundaries are understood by family and friends. you need to be realistic and use your work time productively – work smarter not harder! "Making provision for the unexpected so that you are never in a position of feeling overwhelmed and out of control if the unforeseen takes up some of your work time. Each coaching session will be bound by the amount of time fixed upon. Imagine being forced to cut short a session before a client agrees to and commits to taking action. "Creating an ideal work schedule that balances work and family your coaching sessions. It is the role of the coach to pace the session and keep the conversation on track to maximise the benefit each session. affirmation and growth. Keeping clients on track. This will enable you to spend time building on your strengths and finding ways to overcome your weaknesses. "Creating time boundaries when you are in “work-mode” and cannot be disturbed. including actions that you might avoid if you do not schedule them in as priorities.

"I’m going to interrupt you there. It sounds fascinating. you will find ways of getting clients back on a track that you feel comfortable with. LONG-TERM PREPARATION – This refers to the ongoing updating and building-up of your knowledge. Perhaps we could come back to that at the next session? As you practice with your clients. your preparation before coaching sessions will fall into three distinct categories:- 1. In the book Co-Active Coaching. however we only have X minutes left and I want you to decide which of the options you’d like to pursue. As a coach. The three stages of preparation. “You are not intruding on them [the client] you’re intruding on the story that gets in the way of the truth”. Intruding means interrupting the flow of conversation before a polite break in the dialogue. Empowering the Coaching Relationship Page 146 . What strategies will you use to keep your clients on track? Here are some useful tactics to use:"Can we pause for a moment? How does this relate to your topic or issue? "Can I ask you to stop for a moment? You began by talking about X.Keeping the conversation on track will mean seeking permission to interrupt or intrude at the outset of the coaching relationship. skills and understanding of your role. comment that. can I bring you back to that? "I’d like to stop you there. and cutting through to the main issue. Laura Whitworth et al.

Discussing and sharing issues and ideas with colleagues will be another valuable source of becoming a coach who is self-aware. We are now going to explore each of these steps in greater detail. gains. achievements. critical and keen to improve the standard of service offered. successes and challenges. SHORT-TERM or IMMEDIATE PREPARATION – this is crucial to the success of the session. 2. Taking specific action to maintain a positive mental attitude will be a crucial aspect of your ongoing development as a coach. 1. Even before you have amassed a portfolio of clients. long-term goals. This involves the coach in keeping abreast of new developments in the coaching world through using Internet resources. journals and books on and around the subject of coaching. At this level. attending related seminars. it is essential to establish practises that will Empowering the Coaching Relationship Page 147 .2. reminding yourself of the client’s background. MEDIUM-TERM PREPARATION – this is carried out sometime before the session and involves looking through your client’s notes. Long-term preparation. It concerns your personal preparation to enable you to be totally focused on your client and your role as their coach. These three levels of preparation are all positive steps that are vitally important in practising and endeavouring to develop your skills to become an excellent coach. Coaching is a skill and an art form to be practised and perfected through the self-improvement of the coach. 3. your preparation will be client specific. Medium-term preparation. and reading articles.

Finally. Sticking rigidly to pre-set questions will stifle the coaching process. focusing on the skills you will need to draw on during the session. Revisit the client’s long-term goal or goals and review the progress made so far. Remind yourself of the client’s comfort zones and areas that are often avoided or put on hold. Using this strategy as a means of mental preparation will channel your thoughts towards achieving success for your next client. making it coach-led rather than client-led. Finally and arguably most importantly. auditory or kinaesthetic. 3. breathing slowly and deeply. familiarise yourself with your client’s goals and actions from the previous week. in the early stages of coaching you might jot own a few questions to use – remember the importance of active listening.enhance the relationship between you and your clients. Just one note of caution here. This exercise will increase your confidence level and enhance the rapport that has been built with your client. To achieve this. Empowering the Coaching Relationship Page 148 . Short-term preparation. All clients deserve a coach who is 100% devoted to and focused on helping them to succeed – a coach who is operating on their wavelength. Find a quiet place to read through the client’s notes. challenges and achievements. Spend a few minutes in a calm environment. to focus your mind on his or her goals. Each question will be phrased according to the response offered by the client. the coach needs to mentally prepare for the task ahead. remind yourself of the preferred thinking mode of your client – is it visual. At this stage it is appropriate to consider the four sections of the GROW model and to remind yourself of some open-ended questions you might use in each category.

to look forward to the session and give 100% of yourself to your client for the next 45 minutes or so. tell your client! You might say. In front of you. remind yourself to be upbeat and enthusiastic.Some coaches use meditation techniques as their preferred style of preparation. Try reminding yourself of the purpose of coaching – that you are walking alongside a client and helping them to make his or her dreams a reality. “Right. so I’d like to move you on” or “I’m really keen to help you to achieve your goal and. To this end. In our last five minutes I’d like to…” Follow up to the coaching session. have a new record sheet ready to note information stemming from the current session. Place your most recent client notes to one side of you. You are now in the right frame of mind. Remind yourself of the importance of silence and of allowing the client time to think and expand on their ideas and thoughts. Keep a clock or watch close by and use this to remind yourself to keep the session moving. and are ready to begin working with your client! Drawing the session to a close. Have you considered how you will record the outcomes from each coaching session? What do you need to know and recall and what does your client need to know and recall? Empowering the Coaching Relationship Page 149 . we’ve got 15 minutes left. Use praise… “You’ve done really well this week. to aid the progress review. If the session is slow in progressing towards the W stage. I think it’s time to ask/explore…” When five minutes are left. are physically prepared. as we’ve got only 15 minutes left. tell the client. Always be aware that your own state of mind will come across to the client more clearly than the words you are speaking. the right method is the one that works for you.

Is there any other information that might be relevant to the coaching relationship and process that should be included on this form? Use the template in EXERCISE SEVEN to draft a record sheet to document information from each coaching session.Encouraging your client to take their own notes can be a powerful tool. medium and long-term? 2. "How it is being said. The act of creating and writing down a personal goal and seeing it in writing can motivate a client into action. You will need to make your own notes. you must be very clear about the purpose and value of the information it contains. particularly if you introduce written brainstorming or mind-mapping exercises as part of a session. Again. So recording all dialogue verbatim is not an option! Consider what information you will need for your own records and for the client. remember your prime purpose is to focus on:"What is being said. Empowering the Coaching Relationship Page 150 . and "What is not being said. What will the client need to know to move forwards? 3. Can these be incorporated onto one record sheet – appropriate for both coach and client? Before devising your record sheet. Self-management for Coaches. Consider the following:- 1. This will form another part of your toolkit. What will you need to know to be able to review your clients’ progress in the short.

preferences. so where does selfmanagement come into the equation? In Co-Active Coaching by Laura Whitworth et al. It may be useful to remember that FEAR stands for False Expectations Appearing Real. Getting tough with clients. Explain the basic principles of coaching and offer to send them an information pack so they can contact you when they are ready to take responsibility for changing their lives. judgements. self-management is identified as “the coach’s ability to become invisible in the service of holding the client’s agenda”. CLIENTS WHO DO NOT PAY – a good strategy would be to defer the coaching session until the payment is cleared. will adopt will take the fear out of the situation. as a coach. As in any profession. These are relatively easy to deal with. This has been referred to in the skill of listening and relates to the coach putting aside all opinions. Difficult clients fall into the following main categories. Visualising how a difficult client may present and the action that you. As a coach you work in partnership with willing participants..We have looked at coaching session time management and at time management relating to your working practices. although you may come across any variations of these: THE SCEPTICS – people who will challenge the benefits of coaching. but it will reinforce your standard of business practise and Empowering the Coaching Relationship Page 151 . This may be uncomfortable for the coach. This is discussed more fully in the audio on Goal Setting and Motivation. and beliefs to support the client’s agenda. dealing with difficult clients cannot be ignored. Another facet of self-management is managing the client’s gremlin – the belief or mind-set that is holding the client back or keeping him or her in a comfort zone.

CLIENTS WHO ARE CONSISTENTLY LATE FOR A SESSION – remind the client that the session will end on time regardless of when it started. it is your duty. Encourage the client to keep to the agreed times as you want them to get value from the session. Coaches do not offer or give advice about any matters relating to serious or desperate financial circumstances. that while coaching might help to identify and Empowering the Coaching Relationship Page 152 . CLIENTS WHO REGULARLY USE ABUSIVE LANGUAGE – Stipulate clear boundaries of what you will tolerate and stick to them! Reminding the client at the time of the offence will normally stop this recurring. If this impedes all progress.g. Agreeing on payment conditions at the outset should make it easier to reinforce the agreed conditions. If it happens repeatedly. CLIENTS WHO EXPECT TOO MUCH OF THE COACH – e. Remind your clients that you are not a problem solver and that the client is ultimately responsible for his or her own success. reiterate your role in the coaching context. they state. CLIENTS WITH SERIOUS FINANCIAL PROBLEMS – coaching is not prescriptive. help them to look at time management or consider booking a more suitable appointment time. You have as much right to terminate the coaching agreement as the client – make sure this is clear at the outset! CLIENTS WHO HAVE A NEGATIVE ATTITUDE – the coach should bring this to the client’s attention if it is continuously demonstrated during sessions. It is the duty of a coach to explain sensitively. yet firmly.make your position clear to the client. “You are not doing what I hoped for” – make your role clear. as the coach to mention this and terminate the relationship. You could address this through working on recognising and removing internal barriers and interference to help your client move forwards.

or suffers from an ongoing mental health problem? It is your duty to make a strong recommendation that they seek the appropriate form of help through counselling. CLIENTS WITH SERIOUS ADDICTIVE PROBLEMS – Again. and exercise your right to suspend the coaching agreement until the problem has been satisfactorily addressed. coaching is not the forum through which to explore and address serious addictive problems.g. When to stop coaching a client. confidence level and expertise. others may be seeking life-balance and need to work on a various areas in their lives to achieve that sense of balance. although some can continue for much longer. coaching might be an option. If you have already committed to coaching the client. there is no reason for it not to continue.change limiting beliefs about money. refer to the ethical code of practice. Some clients may seek the support of a coach to reach one very specific goal. Either party can terminate the relationship when it has come to its natural end. this will depend upon your own values. has unresolved issues about physical or sexual abuse. Other reasons will inevitably be linked with issues listed under Empowering the Coaching Relationship Page 153 . chocolate or cigarettes. the client’s first priority must be to urgently seek professional financial advice. therapy or a support organisation. What should you do if you become aware that your client has an addiction to hard drugs or alcohol. The most obvious reason for finishing a coaching relationship is that the client has achieved their goals! Most coaching relationships last between three to six months. Once the crisis is in check. You may be comfortable coaching less serious addictions e. The general rule is that while both client and coach are comfortable that progress is being made and that the relationship is moving the client on. experience.

“Getting Tough with Clients”.

If you are coaching a client who is clearly not committed to change and is making no progress, wasting your time and their money, it’s only fair to tell them this and to make space for clients who are willing to take action, make changes and live their best life.

Remember, satisfied clients are your best and most cost-effective form of advertising!

In conclusion.
Studying this audio will have raised your awareness of the qualities of an excellent coach and how to use these to form positive relationships with your clients.

You will have considered all aspects of setting up, running and managing your own coaching practice, from the practicalities of preparation and timing through to the review process and record keeping.

In working through the exercises and activities, you have started to build up your own personal coach’s toolkit, which you will be able to adjust and add to as necessary.

You will have a good understanding of the difficulties you might face and how to overcome these.

And finally, this audio will have inspired you to be proactive about your own professional development and motivated you to pursue excellence in your quest to be best you coach you can be!

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EXERCISE ONE. Use the checklist to make an assessment of your own skills development:1 = very competent and confident – “I do this almost all the time.” 2 = gaining in confidence – “I do this most of the time.” 3 = more development need to use this skill well – “I sometimes do this.”

Please ✓ tick

"Supporting clients to achieve their full potential "Establishing a high level of rapport "Working in a climate of trust, honesty and openness "Actively listening to clients at all times "Using effective open-ended questioning techniques "Offering constructive feedback and checking meaning through summarising and paraphrasing "Encouraging clients to explore options "Praising clients achievements – the small steps as well as the bigones "Challenging and taking clients out of their comfort zone "Facilitating clients in understanding their needs "Acting as a sounding board and allowing clients to brainstorm ideas and possible solutions or options "Raising awareness "Opening choices "Encouraging responsibility "Helping clients to explore values and beliefs "Enabling clients to set goals and define action plans "Keeping clients on track, within a session and over a period of time "Maintaining a non-judgmental attitude "And of course, remaining totally confidential.

1 ■ ■ ■ ■ ■ ■

2 ■ ■ ■ ■ ■ ■

3 ■ ■ ■ ■ ■ ■

■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■

How did you score? Add up your total score and relate it to the stages of learning a new skill: YOUR SCORE BAND
20 30 40 50 – – – – 29 39 49 60


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EXERCISE TWO. Use this checklist to rate the effectiveness of the coaching you are receiving. 1 = very competent and confident – “My coach does this almost all the time.” 2 = gaining in confidence – “My coach mostly does this.” 3 = more development need to use this skill well – “My coach sometimes does this.”

Please ✓ tick

"Supporting clients to achieve their full potential "Establishing a high level of rapport "Working in a climate of trust, honesty and openness "Actively listening to clients at all times "Using effective open-ended questioning techniques "Offering constructive feedback and checking meaning through summarising and paraphrasing "Encouraging clients to explore options "Praising clients achievements – the small steps as well as the big ones "Challenging and taking clients out of their comfort zone "Facilitating clients in understanding their needs "Acting as a sounding board and allowing clients to brainstorm ideas and possible solutions or options "Raising awareness "Opening choices "Encouraging responsibility "Helping clients to explore values and beliefs "Enabling clients to set goals and define action plans "Keeping clients on track, within a session and over a period of time "Maintaining a non-judgmental attitude "And of course, remaining totally confidential.

1 ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■

2 ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■

3 ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■ ■

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EXERCISE THREE. Use these headings to decide on the ground rules for your coaching practice. When you have drafted your letter, listen to the audio again and check you have included all relevant information. How long will my coaching session last?

How often will I need a coaching session?

What is your payment and charging policy?

What happens if I’m late, miss a session altogether, or have to cancel because of unforeseen circumstances?

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EXERCISE FOUR. “Compiling a Client History” – try out his form on yourself or ask a friend to share their client history with you. Practice noting down significant comments and remarks. "What have been your three most fulfilling accomplishments in life so far? ________________________________________________________________ "What has made you the most successful or powerful? ________________________________________________________________ "What has been the biggest thing you have had to overcome? ________________________________________________________________ "What has not been successful and what have you learnt form this? ________________________________________________________________ "How have your attitudes to people changed over the past ten years? ________________________________________________________________ "Are you past, present or future oriented? ________________________________________________________________ "What should I know about your professional background? ________________________________________________________________ "What should I know about your personal background? ________________________________________________________________ "What, if anything, should I know about your family history? ________________________________________________________________ "What is the most important thing in your life at the moment?

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EXERCISE FIVE. Use this as a self-assessment exercise or as an assessment of a friend or colleague. Again, practice noting down the key points from the responses. Be ready to add some open-ended questions of your own to clarify the information you receive.

1. TOLERATIONS: What are you putting up with at the moment?

2. SHOULDS: What do you think you should be doing right now, professionally and personally?

3. FRUSTRATIONS: What things are frustrating you about yourself, your life, your work, others?

4. DESIRES: What do you really want in your personal or professional life?

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EXERCISE SIX. Devise you own client preparation form. Use the headings as guidance. After listening to the audio on “The Skill of Questioning” you may want to come back and redo this exercise. (Find out what actions your client has taken)

(Find out what your client has not done)

(Find out what challenges your client faces)

(Find out what support the client wants from you)

(Your own question here)

(Your own question here)

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EXERCISE SEVEN. Use the template below to draft a sheet to record relevant information from each coaching session.


Date of session:

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Appendix 1

24-HOUR PRIORITIES. Notes for coaches.
The following forms can be duplicated and sent to clients who may be ‘stuck’, resisting your efforts to DEFINE areas of obvious concern or, who may simply need a reminder of your authority and commitment to helping them.

Whenever you send them, you must always stipulate a date by which they must be completed and returned.

SHEET A Invites your client to consider how they spend their time. The outcome is an awareness of areas of wasted effort or inappropriate time use, As a rule-of-thumb guide, the areas of ‘most time spent’ will provide clues to Priority areas.

SHEET B Invites your client to prioritise AREAS of issue, arising from Sheet A.

SHEET C Invites your client to define ACTION arising from the results of Sheet B.

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Sheet A

No matter who you are, you have 24 hours in every day. That is 1440 minutes. No more and no less. You cannot beg, buy, borrow or steal more. When they have gone, that is it!

Please consider how you spend your time. Think of a typical day (or a week of seven days) and state how many hours and minutes you think you spend on each of the activities listed. (Add more if you need to.) Remember, the total MUST be 24 Hours.
Hours Sleep Morning Personal Needs* Work** Leisure*** Evening Personal Needs* TOTAL 24 00 Minutes

AA: Now think just about work. Again, estimate the hours and minutes for each activity

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Hours Travel to work Preparing for work Tea. coffee and lunch breaks Looking for things Doing things right first time Doing things poorly Correcting things done poorly Work related conversations Meetings Giving or Receiving Instructions Getting ready to end work Travel home Your TOTAL Hours & Minutes Must be same as at ** above Minutes Empowering the Coaching Relationship Page 164 .

AB: Now do the same for Leisure. "Could the longest times be reduced? Why or why not? "Are the shortest times adequate? Why or why not? Empowering the Coaching Relationship Page 165 . "Circle the two items that take the shortest time in each of these charts. Hours Watching Television Reading Hobbies Exercise Creativity Thinking Socialising at home Socialising out Spiritual/Faith Meditation Personal Development Health Improvement Conversation Family Quality Time Your TOTAL Hours & Minutes Must be same as at *** above Minutes AC: Now do the same for Personal Needs. AB and AC. Hours Washing/Bathing Hair/Make-up Clothing Preparation Dressing/Undressing Sex Other Food Prepare/Eat Your TOTAL Hours & Minutes Must be same as at * above Minutes ACTION TIME: "Circle the two items that take the longest time in each of charts AA.

Put the most important first. private locker. wallet. 1st Priority ______________________________________________________ 2nd Priority ______________________________________________________ 3rd Priority ______________________________________________________ Copy these out on post-it notes or postcards and stick them in your car.Sheet B CONSIDER YOUR PRIORITIES First. Empowering the Coaching Relationship Page 166 . So. Using the answers on the previous two sheets to kick-start your thoughts… "What needs less attention? "What needs more attention? "How would you like to spend more time? "Where would you like to spend less time? "What is missing in WORK that should be there? "What is missing in LEISURE that should be there? "Would your work colleagues agree? "Would your family agree? "What is most important to you right now? "If you could do ANYTHING with no limits ñ what would it be? You cannot do everything at once. then the next and then the third in order. answer these questions. write the three that are most important to you. desk drawer and any place where you will see them often. using your answers to the above questions.

what you should do and. Repeat this exercise as often as you wish and ask your coach for more sets of forms when you need them. you must take action! The outcomes of the action are more important than the action itself! Considering each of your priorities from the last sheet. one that you WILL take. PRIORITY Could 1st ACTIONS SHOULD WILL!! 2nd 3rd Congratulations! Now you know what you could do. think of two actions that you could take in the next seven days to improve matters. Deliver. Keep this promise to you. above all.Sheet C DEFINE YOUR ACTIONS If you do what you have always done. you will get what you have always got! To change something. what you WILL do. Then three that you should take and. Empowering the Coaching Relationship Page 167 . finally.

the chances are that you have a PEST to deal with. places.PEST CONTROL (PEST = Psychic Energy Sink Topics) It is an unfortunate fact of life that. erode your enthusiasm. damage your determination or paralyse your plans. There is only one way to control a PEST . Don’t be tempted to see how many you can collect!) THE TOP 56 MOST COMMON PESTS Empowering the Coaching Relationship Page 168 . there may be people. So deal with it by deciding on and executing an action plan. we suggest that these things are ‘psychic energy sink topics’… or PESTs. despite your best intentions. events or things that sap your energy. If you are feeling under par.extermination action. In the same way that some electronic devices have a ‘heat sink’ to dissipate unwanted heat. (CAUTION: The name of the game is a zero score.

Negative people Family conflict No friends Unanswered messages Outstanding letters No sex Forgiveness wanted Relationship ending Relationship starting Lacking confidence Always unpunctual Missing deadlines Poor productivity Difficulty communicating Computer illiterate Non-assertiveness Information overload Personal sloppiness Professional sloppiness Dead ended Dirty car Cluttered cupboards Wrong environment Broken items Excess television World events Lacking beauty Feeling bored Incorrect diet Low self-esteem Avoiding dentists Poor sleep Avoiding doctors Negative thoughts Illegal activities Lacking hobbies Lacking faith Telling lies Nicotine Alcohol Gambling Prescribed drugs Illegal drugs Addictive behaviour Fears Anxieties Doubts Unpaid bills Unpaid taxes Unpaid fines Bad credit Resource lack No savings No will No insurance Extravagance Empowering the Coaching Relationship Page 169 .

obviously. So here it is. You don’t have to use them all. Just tick the ones that you feel you might want to use. it cannot be scripted in advance. Feelings about… self others health work finances attitudes other Good events… achievements changes insights happiness other Other events… disappointments decisions concerns other Future events… plans visits goals actions strategies other Help areas… stuck unsure other Empowering the Coaching Relationship Page 170 . Even so. It is just to get your thoughts on track. It is an exchange of ideas and comments with your coach so. you may find it useful to have a crib sheet of topics to talk about.YOUR COACHING SESSION REMINDER LIST Every coaching session is special.

So. "The actions that I want to take .before the next session. "The most useful points arising during this call. as soon as you end your coaching session and before you do anything else. "Any unfinished business or matters to raise at the next session. Empowering the Coaching Relationship Page 171 . take a few moments to complete this sheet and refer to it regularly before your next session.even if not agreed . "The actions that I have agreed to take before the next session.IMMEDIATELY AFTER YOUR COACHING SESSION You know about the importance of written goals.

happy times since the last session. "Anything else that you want to mention. "Actions planned and agreed but not achieved or fully completed. achievements. Take a few minutes to complete this form before each call. "Opportunities to deal with any challenges or issues right now. wins.BEFORE YOUR NEXT CALL TO YOUR COACH It can be all too easy to forget to mention something as you get caught up with enthusiasm during your session. Empowering the Coaching Relationship Page 172 . "Accomplishments. "Challenges or issues that are faced right now. It will help you to get in the right mindset for an effective session. "The key issues to raise during this call.

‘Finance’ appears at Step 9 on your Personal Life stairway. and no less!) These might include:Tax Credit Debts Bills Fun Essentials Interest Control Accounts By using single key words.Introduction YOUR NINE STEPS TO ACHIEVEMENT This ‘Nine Step’ procedure is a useful tool for determining priorities. you may find it useful to create a new stairway headed ‘Finance’ and to select nine words. There are no limits to the numbers of stairways that you can create. The next page provides a blank pro-forma that can be used for any specific area of human experience. you are helping to focus your mind on what is important. Prioritise. If. This is intended to be an enjoyable way of deciding your priorities. And then define your action! Empowering the Coaching Relationship Page 173 . Enjoy. Career and Management. So go ahead. for instance. The following pages offer examples of stairways for Personal Life. (No more.

You have a complete rectangle.Personal Life YOUR NINE STEPS TO ACHIEVEMENT 9 8 7 6 5 4 3 2 1 YOUR SELECTOR PAD A: PERSONAL LIFE Lifestyle Career Finance Health Leisure Family Friends Love-life Growth When you have gained total achievement at every step. until you have used all nine words and steps. Select the one that you are most satisfied with at the moment and write it in Step 1. Step 9 is your highest priority and should take most of your it obviously works for you! Empowering the Coaching Relationship Page 174 . allocating one word to each step. Continue this process. (Only one word per step. you can take a lift or elevator straight to the top. you no longer have a stairway.) The completed stairway provides a clear indication of the priority that you should give to each area. they will all look like the bottom step in the stairway above. Select the one that you are least satisfied with at the moment and write it in Step 2. Then you no longer need these steps. Take a few moments to consider each of the nine words on your Selector Pad. Then you repeat the process with another category or set of nine words. Step 8 requires slightly less and so on. according to your level of satisfaction. When that happens. down to Step 1 where you need only do more of whatever you are doing now .

Empowering the Coaching Relationship Page 175 .Your objective is to find this exercise impossible. This happens when you can truthfully need to put all nine words in Step 1.

as it obviously works for you! Empowering the Coaching Relationship Page 1 7 6 . according to your level of satisfaction. you no longer have a stairway. Select the one that you are least satisfied with at the moment and write it in Step 2. Continue this process. down to Step 1 where you need only do more of whatever you are doing now . you can take a lift or elevator straight to the top.Working Life YOUR NINE STEPS TO ACHIEVEMENT 9 8 7 6 5 4 3 2 1 YOUR SELECTOR PAD B: WORKING LIFE Organisation Progress Results Relationships Efficiency Reliability Clutter Deadlines Rewards When you have gained total achievement at every step. Step 8 requires slightly less and so on.) The completed stairway provides a clear indication of the priority that you should give to each area. Take a few moments to consider each of the nine words on your Selector Pad. Select the one that you are most satisfied with at the moment and write it in Step 1. they will all look like the bottom step in the stairway above. Step 9 is your highest priority and should take most of your attention. until you have used all nine words and steps. You have a complete rectangle. allocating one word to each step. (Only one word per step. Then you repeat the process with another category or set of nine descriptive words. Then you no longer need these steps. When that happens.

Your objective is to find this exercise impossible. This happens when you can truthfully need to put all nine words in Step 1. Empowering the Coaching Relationship Page 1 7 7 .

until you have used all nine words and steps. Then you repeat the process with another category or set of nine descriptive it obviously works for you! Empowering the Coaching Relationship Page 1 7 8 . Continue this process. Select the one that you are most satisfied with at the moment and write it in Step 1. Take a few moments to consider each of the nine words on your Selector Pad.) The completed stairway provides a clear indication of the priority that you should give to each area. (Only one word per step. you can take a lift or elevator straight to the top. You have a complete rectangle. you no longer have a stairway. down to Step 1 where you need only do more of whatever you are doing now . according to your level of satisfaction. When that happens.Working Life YOUR NINE STEPS TO ACHIEVEMENT 9 8 7 6 5 4 3 2 1 YOUR SELECTOR PAD C: MANAGEMENT Organisation Progress Results Relationships Planning Budgets Change Rewards Direction When you have gained total achievement at every step. they will all look like the bottom step in the stairway above. Step 8 requires slightly less and so on. allocating one word to each step. Select the one that you are least satisfied with at the moment and write it in Step 2. Step 9 is your highest priority and should take most of your attention. Then you no longer need these steps.

Empowering the Coaching Relationship Page 1 7 9 . This happens when you can truthfully need to put all nine words in Step 1.Your objective is to find this exercise impossible.

When that happens. Then you no longer need these steps. You have a complete rectangle.YOUR NINE STEPS TO ACHIEVEMENT 9 8 7 6 5 4 3 2 1 YOUR SELECTOR PAD When you have gained total achievement at every step. they will all look like the bottom step in the staircase above. Empowering the Coaching Relationship Page 1 8 0 . you can take a lift or elevator straight to the top. you no longer have a staircase. Then you repeat the process with another category or set of nine words.

EMPOWERING THE COACHING RELATIONSHIP Empowering the Coaching Relationship Page 1 8 1 .Weekly Learning Journal Sheet WEEK 4 .

talks.1. PRACTICAL EXPERIENCE (No. COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2. internet. journals.) KEY LEARNING POINTS: Empowering the Coaching Relationship Page 1 8 2 . tapes. of practical coaching sessions this week) KEY LEARNING POINTS: 3. RELEVANT READING/RESEARCH: (articles. etc. books.

Coaching Skills Program Week 5 THE SKILL OF LISTENING © 2011 The Life Coaching Academy Version 2011/1 .

how will you know when you’ve got there? Here is where you are going in this module which is designed for:"Enhancing your knowledge of the listening process "Understanding the key elements of effective listening "Assessing your own listening skills "Reflecting on your learning and recognising your development needs "Giving you opportunities to practice and improve your skills "Relating your knowledge of the skill of listening to your role as a coach Please work through the suggested activities as you come to them. They will help you to:"Assess your own level of skills "Reinforce your learning "Reflect on your learning "Recognise your development needs and "Plan opportunities to practice your skills The art and skill of listening A good coach is a good listener. The Skill of Listening Page 194 . Listening is an art form and a skill.Week 5 THE SKILL OF LISTENING Preview You may have heard this phrase… If you don’t know where you are going. An excellent coach is an excellent listener.

This will give you a benchmark that you can use to assess your progress.It is important to start where you are now by finding out how good your listening skills are. Note the types of scenarios and relationships where you are more highly rated and think about how you can replicate your skills in less favourable environments. In every aspect of your life. whether The Skill of Listening Page 195 . Note the key words ‘give attention’. Which of the following terms best describes you as a listener? Superior Poor Excellent Terrible Above average Average Below average Around 85 people out of every 100 rate themselves as average or less than average. Turn to Activity 1. Prepare for Activity 2. Analyse your responses and make a note of any development areas within your own circle of influence. Choose one person from each of the following categories and ask them to honestly rate you as a listener: "your best friend "your boss "a colleague "your partner Use the same descriptions that you used for your own assessment. Most people find that their best friend rates them most highly as a good listener. If you are one of this great majority you have much to gain from this module. What listening means The English dictionary defines listen as ‘to give attention in hearing’.

Listening is hearing with attitude. When you say or think. As a life coach you must hear much more. teaching or communicating in the role of a business partner. friend or casual acquaintance – in all walks of life you are required to listen. their body language tells you they are not paying full attention to what you are saying. If you rely totally on your ability to hear. really listen. and perhaps what is not being said? In the early stages of the coaching relationship. they may be looking around the room or engaged in an activity that takes their attention away from what you are saying. you will instinctively hear what you want to hear. How does that make you feel? Do you always listen to other people. how it is being said. By practising and becoming aware of the key elements of active listening you can work to build up an atmosphere of trust and respect with the person that you are listening to. your clients want to please you and they may only tell you what they want you to hear. giving your full attention to what is being said. The jug is already full. Imagine a jug of water that is full to the are coaching. managing. Effective listening is a key skill that will transform all areas of your life. What will happen if you attempt to pour more water into that jug? It does not take a great deal of imagination to picture the jug overflowing because there is literally no space for any more water. poor eye contact or perhaps total absence of eye contact. They may be showing they do not want to hear your message by exhibiting negative body language – arms folded across the chest. The Skill of Listening Page 196 . ‘You’re not listening to me’. as a parent. You must listen to hear. how do you know that? What clues are you picking up from the person you are talking to? Often.

Reading is another vital skill and schools devote a The Skill of Listening Page 197 . progressing to writing poems. There is no space left to consider anything new. and few people fully understand or appreciate the complexities and intricacies of good. Cast you mind back to when you were at school. fresh water. When someone talks to you and tries to add some more thoughts and ideas into your crowded mind you are unable to take the new ideas on board. It is full. plays and stories. Remember being taught how to write. active listening. Imagine that your mind is that full water jug. You need to empty out some of the surplus water and make room for some new. and recall practising your letters and words. This module explores seven different aspects of listening:"Listening as a skill "The difference between hearing and listening "The listening process "Barriers to listening "How effective are your listening skills? "Levels of listening "The whole body approach to listening. This simple but powerful imagery shows the need to make space in your mind to become an effective listener. Research shows that writing is the most taught language skill. all buzzing around inside your brain. New thoughts are crowded out by what is already filling your mind. and yet used only 9% of the time. It is crowded with thoughts and ideas. Listening as a skill Listening is an underrated skill.There is a very fundamental link between this simple analogy and the skill of listening.

You may think. and demonstrating that what you hear is important. tone of voice and body language. And now for the punch line – listening is taught the least. you are often paying more attention to your own internal dialogue and responses to what you are hearing.great deal of time to phonics. and enhanced through constant practice and reflection. With the addition of some knowledge about the nature of listening. Speaking fares a little better than listening in terms of taught time. but even this skill is used for a mere 30% of the time! When you listen. it encompasses communication through the actual words spoken. ‘Seek first to understand then be understood. ’Here we go again. Maybe someone has done that to you. how did you feel? What does that tell you about the person who is supposed to be listening to you? At what point did they decide they already knew what you were going to say and stop really listening? Listening is a critical skill.’ The Skill of Listening Page 198 . word-building and reading techniques. Already you are not fully listening. listening skills can be taught. we were designed to listen more than we speak. understood. transmitting and hearing messages. As Stephen Covey says in The 7 Habits of Highly Effective People. and yet used for a massive 45% of the time. Listening involves connecting. Hearing and listening It was no accident that human beings were designed with two ears and one mouth. I know exactly what he is going to say next!’ You may think that you have heard it all before and mentally or physically finish someone else’s sentence. We use reading 16% of the time.

Babies respond to loud noises by jerking and moving their heads to where the sound is coming from. We often use the expression ‘I hear what you say’ – but do we? In fact. It is the mark of all true professionals. Hearing is caused by sound waves vibrating the eardrum. Hearing is a physical attribute. hearing and listening are two very different processes. a principle that can be applied to many areas of life. In essence. Listening is a mental process. involuntary process. the difference between hearing and listening is fundamental to your understanding of the listening process. a physiological process. listen first before you speak. diagnose before you prescribe. Hearing is an inherent ability. People who have a hearing impairment listen in more active ways. it is an awareness of sound. You listen with your mind and body. Typically. but with the intention of making a reply to what is being said. Another way of putting this is. not with the intent of trying to understand. a mental process that can be learned and refined with practice. we seek first to be understood.In other words. Most people listen. The ability to hear sounds can be assessed very early on in life. whereas listening requires your brain to be in gear and your mental processes alert to interpret what you are hearing. the messages received are converted through the intellectual process. they use The Skill of Listening Page 199 . Listening begins when the sound waves pass via the auditory nerve to the brain where they can be interpreted as meaningful sounds. Listening is an acquired skill. hearing is a physical. You hear with your ears. so that what you hear becomes something that you can connect with and comprehend. as people. To sum up.

The Skill of Listening Page 200 . interpret signs and are probably far more aware of the messages of body language when interpreting the messages that they are receiving.lip reading techniques.

"understanding the message – both of these are possible when listening to information from a CD or tape or television broadcast. "Sit or stand up straight – if you slouch physically you will slouch mentally – you need to be wide-awake and alert. There may well be interruptions. a friend. "Expect to be interested – otherwise you may quickly become bored and lose interest. "Maintain comfortable eye contact. analysing and transmitting. the process is the same. your partner. or your boss. "checking the message – this isn’t possible for you at the moment because this is not a conversation. "Focus on the main themes of what is being said rather than the individual words. In a conversation. this translates into a five step process:"receiving the message. a client. The Skill of Listening Page 201 . "absorb the message. here are five strategies you can use to enhance your listening skills:"Concentrate with your eyes and your ears. you we have to go through the following processes: receiving. Regardless of the context of the situation. "Transmit your reply – in other words. and it is a good idea to have strategies to deal with these. you go through the four processes above in preparation for your contribution to the conversation. whether you are listening to a small child.The listening process To be a really effective listener. To give yourself the best chance of receiving the message that is being transmitted.

The Skill of Listening Page 202 . Here is a formula devised by a leading coach and author Timothy Galway. As a coach you need to be aware of any barriers you might have. There are barriers to effective listening. be aware of the visual clues:facial expressions. All these techniques help you check and verify that you have understood and received the correct message. use of silences and the pace of the speech patterns. If you are coaching a client by telephone you will need to listen very carefully for non-visual clues like tone of voice. by paraphrasing what has been said in your own words. In his book The Inner Game of Tennis. pauses. Use phrases that begin:"So I am I right in thinking… ? "I get the feeling you are telling me… "From what you’ve said I understand… If you’re not sure what the message is – ask! To gain clarification and understanding you will need to use phrases like:"Tell me more about… "How did you feel when… ? "What is the most important issue here? "If you could summarise what you’ve said in one or two sentences what would you say? To help you to gain a full understanding. Galway recognises that barriers to listening can be external or internal. and to check and clarify the information you have received. PERFORMANCE equals POTENTIAL minus INTERFERENCE In perfecting your listening skills you need to be able to recognise and eliminate all sources of interference.The next step is to think about the message you are receiving. body posture and body language.

A situation or phrase might ‘ring a bell’ in your own memory bank. Tell yourself. ‘Concentrate on the client’. You will focus on the good news messages and filter out the bad. If you have had a bad day and are feeling fed up with life. and begin working with a client in a buoyant.’ These are filters to listening. the chances are that you will focus on the gloomy aspects of the message. For example. It is very helpful to have a phrase to bring to mind to stop this internal barrier to listening. These judgmental thoughts must be put aside if you are to have a real chance of receiving the true message that is being transmitted. Your focus must be on your client and not on your opinions. Make a note of a phrase that will help you to re-focus your attention on your client when you feel your attention wandering. ‘Stop! This isn’t my issue’ or. If you are having a great day. The Skill of Listening Page 203 . happy frame of mind the converse is true. You will tune in to the parts that match your mood. Your mood may be another internal barrier to your effectiveness as a listener. Other internal barriers are about your own perceptions of the world. As soon as this happens you will be inclined to listen through the filter of your own experience and follow the same thought patterns and reach the same conclusion. ‘Money is the root of all evil. You must put your own ego trips on hold for the duration of the conversation. your inbuilt pre-conceptions about situations or people.A client may be exploring an issue that you have had personal experience of and this may set up personal interference – thoughts like ‘that happened to me’ – your mind may wander as you begin to relive the feelings you had during that experience. ‘All managers are control freaks’ or. As a coach you will need to take care not to prejudge your client as this will colour your interpretation and understanding of what they are trying to put across.

smiles. "Use friendly. "Block out internal distractions. ‘Have I got time to wash my hair before I go out’. time pressures. ‘Go on’. physical discomfort. You may be planning a meal for a special occasion.Your current thoughts can be a barrier. Whatever you are thinking about must be abandoned so that you can focus totally on what your client is saying. finishing off people’s sentences and so on. "Maintain comfortable eye contact. or worrying about unpaid bills. within you and invisible but nevertheless very real. "Keep interested should distractions occur. "Establish a listening environment to allow you. remind yourself of the following points:"Sit up straight. Before beginning a coaching session you must:"Remove internal barriers by emptying your mind of your own thoughts and preoccupations. You may be thinking about trivial things like. telephones. ‘I see’. fax machines. movement of people around you. space to listen fully and the client the space to talk without interruptions or barriers. or they may be external. External barriers are more tangible. "Ignore external distractions. background noise. "Eliminate external barriers and make space to listen fully to your client. To help you to listen effectively and concentrate fully on your client. "Give verbal encouragement to show you are still listening – make sure these sounds are non-judgemental – things such as ‘mmm’. The Skill of Listening Page 204 . Barriers to listening may be internal. encouraging non-verbal gestures – nods. ‘U-huh’. the coach.

Clients do sometimes get temporarily lost."Take notes if appropriate – it is a good idea to explain to your client why you are taking notes – and remember you need to maintain eye contact so a few words and phrases to jog your memory should be enough – you won’t be able to fully listen if you are writing! "Use pauses as thinking time and don’t rush to fill the space with a question. or whether it is preferable for you to break the silence. As you get to know your client you will sense whether they will let you know if they are confused. asking another question. Whatever the reason The Skill of Listening Page 205 . or needs more clarification before answering. In your practice sessions it is a good idea to ask your mentor coach to estimate the percentage of time you spend listening and speaking. Within the coaching context it is crucial to be able to interpret silence. they may be ‘brainstorming’ in their own mind and they may be going off at a tangent and thinking about another topic entirely. or by. Your skill lies in judging the meaning of periods of silence. Pauses and silence You need to practice and feel comfortable with the management of pauses and silences. and in spotting the differences between a productive. and not feel obliged to fill the gap by re-phrasing the question. thinking silence and the type of silence which indicates that your client is confused about the question. "Remember the golden rule – as a coach you should be listening to your client for 70% of the time and talking for 30%. During a period of silence your client may be simply thinking about the answer to your question.

This is particularly challenging when coaching over the telephone as you will be unable to pick up on any body-language clues. and will have to rely on your intuitive responses. "Jot down what made you choose your present career or way of working. You’ll need to write down your responses:"Describe your job or something you have done that you enjoyed doing. after a prolonged period of silence (remember that three or four seconds of silence at the other end of a telephone can feel like a long time) you might chose to use an open question as a prompt:"How can I help you move forward here? "What clarification do you need so that you can answer the question? "What are you thinking about at this time? Or you may choose to use a closed question such as:"Would you like me to repeat the question? "Would it help if I re-worded the question? When establishing the coaching relationship with a new client. the client will usually tell you if they are uncomfortable about it – take your cue from them. The Skill of Listening Page 206 . "Recall a time when you have been successful – write down what it felt like. Depending on your knowledge of the thinking patterns of your client. Will you tell me? Or would you like me to wait for a signal from you?’ Filters that affect your ability to listen Activity 3 will help you to understand the filters that affect your listening. ‘How do you want me to respond if I think you are stuck and unable to answer my question.for silence. you might discuss.

or do you look at each individual component? Movement Are you a moving away person or a moving towards person? When choosing a job. escaping from the 9 to 5 routine – a moving away filter – or about making a positive choice. "How do you know when you have done something well? You should have a few sentences or words corresponding to each exercise. Your responses may identify the following filters:- Size Do you see the big picture or a small chunk? How did you describe the piece of work you enjoyed – the whole project or the detail? Are you interested in the image of the whole car or the detail of the fuel consumption and performance – do you consider the decor of a room as a total effect. "through the PRESENT – this type of filter is concerned with what The Skill of Listening Page 207 . most people have a preferred method of measuring their world – it may be:"through the PAST – phrases like ‘this is the way we’ve always done it’ are typical of this type of filter. or as though you were looking at what you had done from afar? Is your filter one of association or disassociation? Timing You have a preferred time zone and this affects the way that you perceive the world. very associated and involved. vocation or career did you speak about getting away from the ratrace."Write down three things that are important about what you do. being in charge of your own time – a moving towards filter? Involvement Did you describe what is important to you as though you were there. Although people move between the three zones.

or did you look towards the possibilities that this achievement has opened up for you? You need to be aware of your own filters to listening and the filters imposed by your clients when they listen and respond to your questions. or are you geared towards exploring options and possibilities? Did you respond to question 5 by describing how you did something. talking on the phone. The Skill of Listening Page 208 . your communication and understanding will be greatly enhanced when you work at creating the optimum environment for active listening. otherwise you will never truly hear your client. In all aspects of your life you need to consider how you are nurturing a thinking environment – whether listening to family. Observe people in dialogue in a whole range of situations – in shops. meeting friends. colleagues or acquaintances. chatting during a family meal. next month or next year. on chat shows – the list is endless – and see how little listening takes place compared to the amount of hearing. the difference between using our ears to hear sounds and using our minds to process what we hear and to interpret the information we are receiving. standing in mean in the here and now. "through the FUTURE – future oriented people are always thinking about where they will be next week. Why not practise in your every day life? Try listening. truly listening and hearing as many day-to-day conversations as you can. friends. This is Activity 4. in restaurants. Procedures and options Are you a person who likes to focus on process. We have already investigated the differences between hearing and listening. As a coach you must come to the coaching session as an empty vessel.

A Time to Think. As a general rule you should work towards achieving a ratio of 5:1 – five confirming. celebrate and praise each small step your clients make towards achieving their goals. How well do you listen? We all make mistakes and get things wrong.In her book. You might like to follow up this reference as part of your on going professional development. "EASE: Offering your client the freedom from rush or urgency. appreciative comments to every one critical remark.these are used to remove assumptions and limiting beliefs and ideas. that is how we learn. "ENCOURAGEMENT: You have a key role in motivating and encouraging your clients to take action – so listening and responding to what they are really telling you is vitally important. "EQUALITY: Being really clear about your agreement with your client. "APPRECIATION: The balance between appreciation and criticism. In the coaching situation you are working in a nonjudgmental environment. Think of a time when you learnt something from doing something right. In fact. Here are six elements of her model "ATTENTION: Listening with respect. and to display them where they can be easily seen as a daily reminder that this is a skill to keep in mind and practise regularly. fascination and genuine interest. and keeping within agreed boundaries. It is difficult because we genuinely do learn to improve our practise by doing and reviewing. allowing time for the relationship to develop. "INCISIVE QUESTIONS: Pure listening will enable you to respond with an incisive question . You may find it useful to make a list of the key elements of pure listening. mistakes can be more positively viewed as learning experiences and opportunities. so appreciation is the key here – making certain that you recognise. Nancy Kleine recognises ten elements of pure listening. Use every opportunity you The Skill of Listening Page 209 .

finishing their sentences. doing something else while we are listening and generally paying scant attention to what is actually being said? The lesson here is that the skill of listening requires practise. discipline and attention. but how often do we find ourselves having a conversation with a partner. Since then you have read a wealth of information about the skill of listening. Complete each statement as honestly as you can:"If I had to choose between speaking and listening the choice would be……………….‘How effective are my listening skills?’ Activity 5 will enable you to assess where you are now in terms of your listening skills. We all think we listen.have to practise and refine your listening and to work at creating a positive listening environment in whatever situation you find yourself in.‘How good a listener am I?’ to the more revealing:. So you are now moving on from:. Now it is time to focus on the more specific elements of your skills. " When people are expressing their emotions I feel…………………. The Skill of Listening Page 210 . "I tend to interrupt people when………………………. Earlier on you made a basic assessment of the quality of your listening. "I find it easy to listen to people when…………… "When I listen to someone I tend to ……………… "People I tend to find it difficult to listen to include……………… "Listening comes easy to me when……………. and to explore the finer detail of the way you behave as a listener. colleague or friend and filling in the gaps..

Now you have gained an insight into you own listening ability.. regardless of how experienced you become.. This is an exercise that should be reviewed on a regular basis. "The best listener I know is ……………………………………… because ………………………… "I like people who listen to me ……………………………. you are ready to complete the final three statements:"Habits I find irritating in a speaker include …………………… "I know I actively listen well when ………………. Remember to celebrate the aspects that you feel confident with and note the aspects that you need to actively work on and improve.."I become easily distracted when I am listening if……………. Review your responses to these statements. You will already have realised that listening is a very complex skill. Try and identify which aspects of listening are your strengths and which areas you need to develop. "If I can’t have my say I feel……………. In their book Coaching and Mentoring. "To become a more effective listener I need to ………………… You have just completed a very valuable exercise in recognising where your own development needs attention. and enable you to sustain your performance as an excellent listener. Eric Parsloe and Monika Wray categorise the skill of listening into three very distinct levels:"PERIPHERAL LISTENING at an almost sub-conscious level. It will ensure your commitment to becoming an effective coach. Imagine being in a crowded room and overhearing someone mentioning your name and you turn towards the speaker – listening on this level is more of an awareness of the general gist The Skill of Listening Page 211 .

You look as though you are listening – the external signs are giving this message. you are not fully concentrating on the conversation. As a coach you will need to prepare yourself and your environment to facilitate active listening. Select the right location for the listening to take place. and summarise and feedback what you have heard. You can do this in three stages. Remember to take the time to check your listening. practice listening behaviour by keeping an open mind. studying their model will reinforce your knowledge and understanding of the basic concepts.of a conversation. where you can feel relaxed and can empathise with your client. being sensitive to facial expressions and body language. check the message. why it is being said and – perhaps more importantly in the coaching arena – what is not being said. avoiding the need for defensive behaviour. but internally your thoughts are elsewhere. Although it is similar to that of Parsloe and Wray. Laura Whitworth suggests another model for listening on three levels. "ACTIVE OR EFFECTIVE LISTENING where you hear what is being said. And finally. They describe LEVEL ONE LISTENING as INTERNAL LISTENING .where the attention is on ourselves. trying and getting to the core of the message and. We are focusing on our response to what is being said – how we are feeling about what we are hearing. create the right atmosphere. In Co-active Coaching. The key question we are asking ourselves is ‘What does this mean to me?’ This level of listening does not form part of the coaching The Skill of Listening Page 212 . "APPARENT LISTENING. This might mean that we are judging the client or interpreting their words according to our own frame of reference or experiencing feelings that are being evoked by their words.

as a coach. A coach should be unattached to themselves and focused on the client’s agenda. During a coaching session you will spend your moving between level two and level three listening. as a coach you are listening to the words. Like a radio field. Even over the telephone it is possible to pick up a number of non-verbal signals that help to give you. no opinions and no agenda. LEVEL THREE LISTENING is described as GLOBAL LISTENING. thoughts and their opinions. what they value. expressions and emotions of your client. The radio waves are entirely invisible. At this level of listening a coach should have no thoughts. Level three is like the radio waves. You might chose to say ‘I don’t know where this is coming from. yet we can trust they exist because we hear music coming from the radio. There is not much awareness of outside stimuli. but I sense that…’ Level three listening often provides the key that unlocks the meaning for the coach and enables them to have a greater understanding of the client’s agenda and consequently to work more effectively with that client. their vision and their energy levels. The Skill of Listening Page 213 .relationship. You are focusing on what they are saying and what they are not saying. When we are operating our listening at level three we are using all our senses to observe everything about the message that is being transmitted to us and we are allowing our intuition to pick up ‘sixth sense’ messages which we can check out with the client. LEVEL TWO LISTENING – is described as FOCUSED LISTENING – it is at the level where all the listening is directed at the client. depending on which stage of the coaching process you are working in. more information about how a client is feeling about a particular issue. They cross our antenna and they become information that we can use. and it may not be relevant.

His description fits well with the model of level three listening. motives and interpretation. understanding the person you are listening to emotionally as well as intellectually. Author. Instead of projecting your own autobiography and assuming thoughts. Stephen Covey. feelings.” Summary Through your study of this module you will have gained:"a clear knowledge of the difference between hearing and listening . "an excellent overview of your own skills as an effective listener. "an appreciation of what constitutes a high quality listening environment. You’re focused on receiving the deep communication of another human soul. You’re listening to understand. The focus of all of these learning outcomes is to prepare you to use your The Skill of Listening Page 214 . "information on how to prepare yourself to listen in any situation.the difference between listening to sounds with your ears and listening to information and interpreting it with your brain. "an in-depth understanding of the key elements of effective listening. and is worth quoting here to deepen your insight into this core skill. describes empathic listening as listening fully and deeply. and an appreciation of the power of listening with all your senses – level three listening. Covey says “Empathic listening is so powerful because it gives you accurate data to work with.Effective coaching hinges on making certain that we empathise with our clients rather than sympathise. you’re dealing with the reality inside another person’s head and heart. "an insight into your own development needs – and a record of the action you need to take to enhance your own listening skills.

knowledge and understanding in the coaching situation and beyond.skills. however as a coach your commitment to yourself and to your clients must be to strive to be the best you can be! The Skill of Listening Page 215 . so. What you hear helps you to make decisions on what to do or say next. One final message – keep practising. none of us is perfect. Everything a coach does depends on effective listening. developing your listening skills is a vital part of your personal growth towards being a great coach.

LEVEL OF SKILL SUPERIOR EXCELLENT ABOVE AVERAGE AVERAGE BELOW AVERAGE POOR TERRIBLE YOUR ASSESSMENT DATE The Skill of Listening Page 216 . colleagues and clients.Activity 1 Do you know how good your listening skills are? Put a tick by the word that best describes where you are now – and add the date for your records: LEVEL OF SKILL SUPERIOR EXCELLENT ABOVE AVERAGE AVERAGE BELOW AVERAGE POOR TERRIBLE YOUR ASSESSMENT DATE My own notes: Use the table below to assess your progress as you practise your listening with family. friends.

Date: LEVEL OF SKILL SUPERIOR EXCELLENT ABOVE AVERAGE AVERAGE BELOW AVERAGE POOR TERRIBLE YOUR ASSESSMENT DATE The Skill of Listening Page 217 . Date: LEVEL OF SKILL SUPERIOR EXCELLENT ABOVE AVERAGE AVERAGE BELOW AVERAGE POOR TERRIBLE YOUR ASSESSMENT DATE My own notes: Use this second chart as a check on your progress.Activity 2 Use this grid to assess how other people rate your listening skills.assessment. Make sure you have had plenty of opportunities to practice your listening skills before making a re.

Describe your job or something you have done that you enjoyed doing: 2. How do you know when you have done something well? Identify the main filters you use using your responses to the questions on the previous sheet: My size filter is: The Skill of Listening Page 218 . Write down three things that are important about what you do: 5. Jot down what made you chose your present career or way of working: 4.Activity 3 What are the filters that might affect your own ability to listen? 1. Recall a time when you have been successful – write down what it felt like: 3.

My movement filter is: My involvement filter is: My timing filter is: My procedures and options filter is: The Skill of Listening Page 219 .

Use this sheet to note down any significant learning points from your dayto-day observations of listening: SITUATION: OBSERVATIONS & LEARNING POINTS: SITUATION: OBSERVATIONS & LEARNING POINTS: SITUATION: OBSERVATIONS & LEARNING POINTS: The Skill of Listening Page 220 .Activity 4 Personal observation sheet.

If I can’t have my say I feel……………..Activity 5 How effective are my Listening Skills?’ Date: 1. 9. 10. Listening comes easy to me when……………... I tend to interrupt people when………………………. 8. When I listen to someone I tend to ……………… 6. 2. If I had to choose between speaking and listening the choice would be………………. I find it easy to listen to people when…………… 5. People I tend to find it difficult to listen to include……………… 7. 3. 11. The best listener I know is ……………………………………… because ……. 4. When people are expressing their emotions I feel…………………. The Skill of Listening Page 221 . I like people who listen to me ……………………………. I become easily distracted when I am listening if…………….

I know I actively listen well when ………………..REVIEW:. 14.Key points I have learnt about myself as a listener: Now complete the next three statements:- 12. To become a more effective listener I need to ……………… Areas I will work on to improve my listening skills: The Skill of Listening Page 222 . Habits I find irritating in a speaker include …………………… 13.

Areas I will work on to improve my listening skills: The Skill of Listening Page 223 .

PRACTICAL EXPERIENCE (No.Weekly Learning Journal Sheet WEEK 5 . etc.THE SKILL OF LISTENING 1. COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2. books. RELEVANT READING/RESEARCH: (articles. journals. of practical coaching sessions this week) KEY LEARNING POINTS: 3. talks. tapes. internet.) KEY LEARNING POINTS: The Skill of Listening Page 224 .

Coaching Skills Program Week 6 THE SKILL OF QUESTIONING © 2011 The Life Coaching Academy Version 2011/1 .

accurate. their purpose. You are born with curiosity. The questions that you learn to ask your clients as you study and practise will have a dramatic effect on their lives and will unlock many doors for each of them.Week 6 THE SKILL OF QUESTIONING Preview. Questioning is a natural activity. listening and observation which is covered in another module. This module covers the right types of questions. talents and knowledge that they already possess or have access to. skills. You do not approach a coaching session with a set of pre prepared questions.questioning . When you listen and really hear what your client is saying. Effective questioning is one of the core life coaching skills It follows on naturally from the skill of active. It considers those which you should avoid or use with great care. from a very early age. This enables your clients to take the necessary action to achieve their full potential. you will be in tune to ask the right question. timing and their phrasing.client response' is continued throughout each coaching session. Your questions arise directly as a result of responding to what you hear. Once a young child The Skill of Questioning Page 227 . Effective questioning can awaken your clients' awareness of the possibilities. The sequence of 'listening . at the right time and in the right way.

prior to your involvement in coaching. If you were fortunate. As a coach you must be aware that many people still hold the belief that there are right or wrong answers. there was no room for debate. Think for a moment about your experience of questioning. They are naturally curious and want to find out how things work. The more right answers. why things happen or why they have to do something. You need to reassure and teach your clients that there are no wrong answers in coaching. just their own. This was reinforced in school through tests or examinations. they begin to ask incessant questions in order to make sense of the world around them and sometimes to attract attention. open discussions were encouraged and all answers explored and validated. Perhaps you found yourself searching around to come up with the answer that the teacher wanted . Some clients may even seek your approval to check if their answers are acceptable. As your coaching relationship develops. honest reflections. They want to know where you are going. Commonly. You were often asked questions that had a right or wrong answer. Each client is unique and so are their responses. You enable your clients to devise an action plan to reach their full potential and to achieve their goals. values. and ambitions. the higher your final mark. The most successful life coaches have this same curiosity about their clients and skilfully use questions to assist mutual understandings and bring to light their issues.only to find that your opinion or slant on the subject was not the accepted one.begins to master the art of speaking and realises that his or her words will produce a response from the listener. what you are doing and why you are doing it. these clients will become more flexible and will learn to explore the The Skill of Questioning Page 228 .

'Can you tell me what time the show starts?' "Gathering information. In non-coaching situations. In the early days of your coaching. Be honest with yourself. 'Why were you late home last night?' The Skill of Questioning Page 229 . How coaching questions differ. questions are used as a method of:"Fact-finding. Your task is not to advise. The questions used in everyday interactions are different from those used in coaching sessions. The use of effective questioning can have far more impact than any prescribed request or instruction. Some clients may be so rigid in their belief that there is a right answer. This is not so. 'What factors have influenced ticket sales throughout the year?' "Interrogation. At your preliminary coaching session it is helpful to explain how you will use questions. this module will help you to resolve it. offer advice or know where the client should be going. You need to clarify and rephrase the question and check out how the client feels. It is to ask powerful. You may fall into the trap of feeling that you need to be an expert on the issue so that you can analyse. you may sometimes feel the need to know the answers to your questions before you ask them. searching and challenging questions that help your client to achieve clarity about the issue and the ways they can address it.freedom offered by answering questions from their own perspective. that they may become defensive or feel threatened. If you recognise this advisory tendency in your own personality.

open up possibilities and encourage your client to accept personal responsibility for their life."Opinion seeking. It can challenge unhelpful beliefs and assumptions. and to respond. 'Do you like this suit?' "Requesting consent. All your clients are united in their desire for change. Some may be involved in relationships or activities that encourage self reflection. these are the 'question words'. make them see the situation in a new light. friends or circumstances. The right question can cut straight to the heart of your client’s issue. Clients work with a coach for many different reasons and at different stages in their life. Your highlights will be words like Who. How. but for your client to hear the answer in his or her mind. These clients may be particularly vulnerable when you encourage them to them to examine areas of their lives that they have never previously considered. You get on well and they are interested in your work as a coach. Turn to Activity 1. They operate at a much deeper level. Can. raise awareness. The Skill of Questioning Page 230 . Then look at the questions on your list and highlight or underline the first word in each sentence. What questions would you ask to find out more about their situation? Make a list of 10 questions you could ask this person. When. What. Imagine that you have just been introduced to someone for the first time. They ask you to work with them and indicate that they are unhappy in their job. Others may have never set a goal in their lives. just following the path laid out for them by family. Did. Their purpose is not so much for the coach or client to find the answer. Why. 'May I sit here?' The questions that you ask in coaching are designed to make your clients think for themselves. Some clients may be used to asking self examination questions to help them set goals.

you will instinctively know which one to use to suit the situation. Turn to Activity 2 and revisit your questions. They are designed to encourage creative thought and allow the client to explore their ideas. These questions are used by coaches all over the world and are referred to in many coaching publications. Has. Different types of questions accomplish different results and help your clients to build answers in different ways.Have. list all the 'question words' that enabled you to talk and explore your ideas and in the other list those that encouraged a brief reply. Open questions ask for a more The Skill of Questioning Page 231 . Do and Is. It is time to explore the types of questions that you will use in coaching. Types of coaching questions. Turn to Activity 3 and make two lists. Will. Are. What did you find out? Did your questions encourage you to elaborate or were you able to give one word answers or a yes/no response? Some question openings are more effective than others at getting the person to speak at length and explore their ideas. As you practise using these questioning techniques and become aware of the features of each. Open questions draw the client out as they offer the opportunity to look at the broader picture. Put yourself into the shoes of your client and write your answers to these 10 questions. These are the predominant type of question used in coaching. In one. Open Questions.

Question openings like Do. Words like Who. Review the words that pre-empted the limited response. It is important to remember that sometimes even the more open words can be used to frame a closed question. Has. They are non judgmental For example. They bring an end to the line of questioning and you have to start again. You may have other good openings on your list. Are the following questions open or closed? "Have you learned anything? "Do you have a problem solving strategy? "Are there barriers in the way. When and Where. What. The opposite closed questions limit the person answering. Consider the following closed questions and change them into open ones. Openings such as. Do you have strength enough to get through this? An open question would be. are often used to start open questions. stopping you? "Are these the only choices available to you? "Has this session helped you? "Is that OK? They are all closed questions. Look at the two lists you made earlier. 'tell me' or 'describe to me' are also effective.descriptive answer. They generally elicit simple one word answers or a yes/no response. Open questions cannot be answered with a simple 'Yes' or 'No'. How. Is and Are. all tend to impose limits on the conversation. 1. Have. 'What strengths do you have to help you deal with this?' This open question also encourages your client by assuming The Skill of Questioning Page 232 . 'Tell me more about your plans to address this issue?' Your client feels unthreatened and can voice their ideas in confidence. Now check your open question list.

'What have you learned from this session?' or 'What difference has this session made to you?' are other examples of open questions. 'How do you feel about that ?' or 'What is your response to that?' They give your client the opportunity to examine their thoughts and feelings. Try out open questions on your friends and colleagues.they do have strengths to use in the situation. stopping you? Questions like. 3. The Skill of Questioning Page 233 . 6. Is that all? 'What more can you tell me?' encourages your client to dig even deeper. Are there any barriers in the way. Has this session helped you? A reframe could be. Does this happen all the time? 'When does this happen?' or 'Where does this happen?' allow your client to be more descriptive. 'How has this session helped you?' This encourages your client to reflect on the session and identify how they have progressed and what they have learned. Is that OK? The open question alternative would be. 4. 2. Alternatively a question like… 'When have you used your strengths in a previous difficult situation?' …encourages the client to draw on past successes and helps them recognise they do have strengths. 'What barriers are in your way?' or 'What has to happen before you can proceed?' are open questions that can be used instead. Note the five most effective open questions that you use during the next week. 5.

A better approach would be. 'Which days are you going to swim?'. 'For how long?' They enable you and your client to have clear.Closed questions are very useful when agreeing action and confirming details. The omission of Why questions from the earlier list is deliberate because you must exercise great caution when you use them. 'What did you aim to achieve by your action?' The Skill of Questioning Page 234 . measurable goals. They can also help to clarify as in. For example. 'When are you going to speak to your boss about a pay rise?'. 'Do you need to speak to anyone else?' Why Questions. Why can often evoke a defensive response. 'Why did you do that?' can imply criticism or disapproval.

Leading questions have no place in your coaching toolkit. In these instances. Leading Questions. make clear that it has equal weight with any other ideas presented. analyse or excuse. starting with 'Don’t you think that…?'. your client is led to believe that you have all the best answers and will be less likely to come up with their own solution or to accept ownership of the decision that has been made. This in turn enables them to make choices. you must request your client's permission before offering your idea and. You may make a suggestion if your client is stuck . Questions can be started with phrases such as 'Tell me more about?'. even then.‘Why do you like that?' promotes a need to justify. you are demonstrating that you value and respect them and acknowledging that they can think for themselves and find their own solutions. When you ask questions that follow your client's interest. Questions that follow the client’s interest. Use the alternative of 'What is it that makes this special?' A question like. This will undermine your client's responsibility. 'Have you thought of…?'. 'Why does this matter to you right now?' could be used occasionally if your 'What' question does not reveal enough information. 'You’ve mentioned a number of possible ways forward tell me about the The Skill of Questioning Page 235 . If you ask leading questions. You will have encountered people who try to manipulate you by asking leading questions that have the desired answer already embedded within them. or 'What about trying…?'.

They will appreciate that you have been listening and are committed to fully understanding their position. Negative beliefs. "I don’t know what to do. check it out. Here are some common examples of client comments that present negative and limiting beliefs:"I could never do that. You can say. enabling them to search for answers within. Life coaches believe in the resourcefulness of clients and encourage them every step of the way to use them. If you are unsure of the meaning of a word your client is using. allowing the client to shape the developing agenda and dialogue. Am I correct?' Questions like 'What will that achieve?'. "I haven’t the confidence to make a big change. 'I think this is what you are saying. If you paraphrase or summarise for the client. It is important that you clearly understand the situation being described. Questions that that appeals to you the most?' The question is open. These are very important in your repertoire of questioning techniques. you give them the opportunity to clarify or correct. prevent them from moving forward. Questions that clarify are necessary when you are uncertain of the context or your client's meaning. that clients hold about themselves or their situation. can also help to enhance clarity. Questions that challenge limiting beliefs. The Skill of Questioning Page 236 .

Sometimes your client may come up against a stumbling block and. However. despite trying positive thinking or affirmations. A very useful technique in dealing with limiting beliefs is to use an incisive question. Your client may not be able to think of any options or action steps The Skill of Questioning Page 237 . For example. Careful questioning can challenge and expose these limiting beliefs. they may experience themselves feeling uncomfortable when telling people how much they earn. Here are some example questions that could assist a client with a money attitude that creates a limiting belief:"What do you assume is stopping you? "What is stopping you from doing it right now? "What beliefs do you need to adopt in order for you to do it? "How did your family view money as you were growing up? "What is your opinion of people who have a lot of money? "How would you feel if you could acquire enough money to start your own business?' Begin with very open questions and then become more focused and specific as the session moves on. cannot make headway in resolving an issue. They may even be put off setting up their own business because they cannot bring themselves to charge for their services. a person who has been brought up to inherently believe that money is evil may not necessarily recognise that this is their limiting belief. This may occur because they have come up against a limiting belief. Incisive questions. they may find it difficult to spend money on holidays or clothes. granting the client freedom to choose the path they really desire.

to become more creative and to come up with a possible solution. Imagine that you are working with a client who wants to get fit but cannot seem to sustain any regular exercise. They tell you that they have tried different things over the years but nothing has worked. would it be? "What. Well. if you were performing at your best. it can often become a real possibility for action. would you do? "What. Questions you may ask are:"What would you do if money was no object? "What. Consider a client who is working on a company project to substantially increase sales and who has come up against a real block. if you didn’t have to live with the consequences. They are well and truly stuck! The incisive question suspends the limiting belief for a while to allow the client see past it. if you secretly knew the answer. It allows you to give your client the freedom to be more creative. if this obstacle did not exist. to side-step the limiting belief? The Skill of Questioning Page 238 . how did the coaching conversation go? Did your questions revolve around the client’s perception of themselves as a fit and healthy person or athlete? Did you explore how they felt about their body? Did you try out the incisive questions. What would your line of questioning with this client be? Use five key questions in your conversation. The incisive question is a 'What if' take to help them achieve their goal. would you do? The 'What If' question is useful. Once an idea has been generated. would you do? "What. Turn to Activity 6.

what would you do?' Initially. 'How will I know you’ve done it?'. Questions that check out commitment. when you deliver it with assurance and confidence. 'What will you do?'. what do you think you’d do?' or. 'On a scale of 1-10 how strong is your intention to carry out the task. If your client scores below 7 ask. The Skill of Questioning Page 239 . 'If everyone concerned. said 'well done for trying'. irrespective of the outcome. 'Just suppose for a minute you did know. friends family or work colleagues. Powerful Questions help the client to make a quantum leap in perception or understanding. 'I don’t know what to do?' try the question. Questions like. The next time someone says. 'When will you do it?'. There are questions that check out commitment or nail things down. all serve to hold the client accountable and challenge them to take the necessary steps to move forward. 'What needs to happen to increase the score?' Powerful Questions.Over the next few weeks. your client may think the question is strange but. try out these techniques with clients. A revealing question to ask your client. once they have designed an agreed plan of action is. You will use them when you need client to commit to taking action on their goals. the results can be amazing. how committed are you to taking the action and how enthusiastic are you about carrying out the action?' Experience reveals that a score of 7 or below means that the action will not be taken.

raise their awareness of what they already know and the infinite possibilities ahead. They help your client to understand themselves better. They are usually short and to the point. 'Imagine you are 90 years old. 'How will you know?' asks your client to look into the future. 'What do you really want?' invites introspection and soul searching. designed to stop the client in their tracks. They do demand honest. powerful question can often cut across the excuses and bring your client back to their core desires and challenge them to identify their learning. 'What is the truth?' are all useful powerful questions. to act and to move on. These are called Enquiry or Essential questions and you may give them to you client as homework to be done between coaching sessions. They invite your client to look deep within themselves or off into the future for the answers and. These are deeper questions that enable your client to explore their values. They do not ask for analysis. The phrasing of the question determines where they look for the answer. feelings or behaviour around a situation. and looking back on your life – what would you like to be remembering? What memories do you need to be making now?' A simple. excuses or reasons. truthful answers. 'Where will this lead?'. There are some questions that require more reflection. Here is one that invites retrospection and future vision. reactions. in so doing.They can come from many of the categories already described. Enquiry Questions. 'What is stopping you?'. to learn about what makes The Skill of Questioning Page 240 .

As you gain more experience as a coach. trends or issues arise with regularity. They may be subtle or more obvious. Here are some examples of Enquiry questions:"'What are you tolerating?' "'What is it to be creative?' "'Where do you give your power away? To whom? And when?' "'What motivates you?' "'What is it to be a leader?' "'How have you withheld yourself from life? "'What does it mean to be a good friend/parent/spouse?' "'What are you truly grateful for?' "'What is your contribution to the world going to be?' "'What do you pretend to know?' There are no definitive answers to these questions. you will begin to sense which inquiry questions would benefit your client. This also serves to lift the coaching relationship out of the weekly session and implant it into your client’s everyday life. 'What is it to be successful?' This The Skill of Questioning Page 241 . For example. to drive a fast car and to live in big house. They lie completely with the individual client and will raise their awareness because the subconscious mind is fully involved in finding answers. After you have worked with a client for a while it may become apparent to you that the same underlying themes. so that it becomes a normal and instinctive response to challenges.them tick and to identify their strengths and areas for development. You may use an Enquiry question as a natural follow up to a session. This client may well find new insights when they least expect it. you could ask. if a client expresses a desire to be successful. The questions are powerful and the self reflections can help your client's focus.

or it might confirm to them that they are. These questions can be used within the coaching session but allowing time for a longer reflection can produce greater insight and therefore increased motivation and commitment. Ponder it over the next week.invites your client to examine all aspects of success and what each aspect really means to them. The process may lead your client to decide that having a fast car and big house are not crucial to their idea of success at all . 'What is it to be a great coach?' could be an interesting one to start with! The Skill of Questioning Page 242 . Ask yourself an Enquiry question.

If your client’s writing skills have caused concern. could be challenged by. The question. you could ask. 'Why are my report writing skills so poor?'. The Skill of Questioning Page 243 . Here is a series of negative questions or statements that a client could ask. 'What can you do to improve your report writing?' 'Why do I always lose?'. It is your role to challenge this talk and get your client back on track. 'How can you begin to sort out this problem?' 'Why can’t I have her luck?'. 'What does winning look like to you?'. In response to the question. They indulge in negative self talk. Reframe them to become positive and productive questions:"Why are my report writing skills so poor? "Why do I always lose? "Why is this happening to me? "Why can’t I sort out this problem? "Why can’t I have her luck? Consider the new questions you have designed. ask. When this happens they often become critical of themselves and others. 'How can you turn this situation around? How can you make it work to your advantage?' 'Why can’t I sort out this problem?'. 'What evidence do you have for this?'.Reframing questions from negative to positive There may be times when your client has low self esteem. 'What can you do to become a winner?' 'Why is this happening to me?'. could be countered by. invites. leads the client nowhere. Turn to Activity 9. during a coaching session.

Your aim is to raise your client’s awareness in order to help them move on. 'Why can’t I solve this problem?’. once a question is posed. 'How does not getting that job mean that you will never amount to anything?' In that brief dialogue that follows. 'I am stupid'. Whereas. allows the client to look at their friend or colleague in a more positive way. It is an important fact that. For example. 'Always?' A statement like. the coach leads the client through a series of questions to challenge their generalisations and perceptions of The Skill of Questioning Page 244 . 'How' and 'What' questions are very powerful. 'I always get things wrong'. disappointed at an unsuccessful job interview and feeling they will never make it. would be challenged by.'What can you learn from her?'. A client may become negative and use destructive language. they are unlikely to get a positive answer. the question. The negative 'Why' questions focus on the failure and the client is locked into the problem. paying you to coach them. becoming a winner or finding an answer to the problem. 'Says who?' A client. There will be times when these need a harder edge. keep them on track and focused. Most of the questions you use are designed to challenge your client to achieve great things. after all. 'How can you solve the problem?' invites the brain to contribute to moving things forward and the client clicks into 'problem solving' mode. the brain is conditioned to find an answer to it. could be asked. They push the client’s mind to look for ways of improving skills. If the client asks themselves. could be challenged by the question. The client is. Challenging Questions.

You will challenge a client who persistently fails to carry out the agreed actions. Coach: How many people would need to talk to you for you to feel the place was friendly? Client: More than that Coach: How many more? Be specific? Client: Everyone Coach: How realistic is it to expect everyone in the building to be on friendly terms with you? Client: It’s not really. Coach: Who are they? Client: My boss. In situations like these a question like 'How does The Skill of Questioning Page 245 .their workplace. some of the girls in the office. These conflict with what they define as a key priority in their life. from week to week. Questions like:"'What is holding you back from achieving your goals?' "'How important are your goals right now?' "'What needs to happen for you to value yourself enough to give time to your goals?' "'How is this inaction affecting you. Coach: What nobody? Client: Well some do. A client may set goals or establish action points that are incongruent with their values or long held beliefs. Coach: What makes you say that? Client: Well nobody talks to me. Client: The place I work is very unfriendly. on a daily basis?' Turn to Activity 10 and write 5 further questions you could use to challenge a client in this position.

Powerful questions such as. do you mind if I share them with you?' or. Here is a transcript of a coaching session. 'I have noticed a few things around this issue. that this question can bring about. do. Continued questioning can lead to a gradual expansion of their comfort 'zone'. Use openings like 'I notice that whenever we mention this issue. In doing this you show respect for your client. The closed question 'Is this morally right and fair to everyone concerned?' will challenge the client to look at the decision afresh. 'What are you afraid of?' or 'What are you running away from?' are very probing and you need to be aware of the potential damage. Many of the actions that a client takes as a result of your coaching will be within the boundaries of their own comfort zone. think or believe. promoting personal growth and development. It is useful to pre-empt the question with a request for permission to 'share your insight'. as well as the potential growth. There may be times when you sense that your client is afraid of expanding their comfort zone or is shying away from dealing with difficult issues. Often. you appear to me to be reluctant to discuss it. the right question can help them 'see the path to be taken within what they already know.this action express your values?’ or. Questions need to be phrased carefully. 'May we return to this issue?’ When you are listening to your client at the deepest level you will sense intuitively the right time and approach to use. In these situations you should tread gently. Am I reading the signs correctly? How can I help to make it easier to move forward with this issue?’. 'how does this action move you towards your ultimate goal?' can force your client to review. The client has hired the coach The Skill of Questioning Page 246 . You will sometimes need permission to ask these questions.

I’m feeling a bit cramped. in the margin. would be great! Coach: What will happen as a result of getting this time each day? Client: I will feel more relaxed in myself. It’s just the way I feel about myself and my life right now. Then I feel guilty for feeling like that because I love my kids and wouldn’t be without them. Indicate. But I know I get really grouchy with them. I’d go to the gym. before I had the children. But these days I don’t have any time to myself and I feel myself beginning to resent it. Coach: OK How much time would you need to restore this balance? Client: Ideally some time every day. sing in a choir. I feel that everyone just sees me as a mum and a school teacher and that’s it. I will get on better with the girls and I’ll have more to offer them and I’ll be a more interesting person. The Skill of Questioning Page 247 . career and personal life. Coach: What’s happening that tells you people view you like that? Client: (pause) Well nothing really. I suppose. Coach: Tell me more about it. Read carefully and identify the type of questions asked by the coach and note the response of the client. Coach: How much time every day? Client: A couple of hours. the type of questions asked. write and paint. Client: Well. Coach: What would you like to achieve in this session? Client: I’d like to look at finding a bit more time for myself. I get tired. To develop my own personal space. I find it really hard. Coach: Interesting to whom? Client: Interesting to me and to other people too. I used to do lots of help her achieve a balance between the demands of running a home. read.

I usually end up falling asleep in front of the screen and wake up feeling dreadful. Coach: Does this happen every night? Client: Most nights. Coach: What happens on the other nights? Client: There have been times when I’ve just felt too tired to do anything. organise their packed lunches for school. with a glass of wine. I sort out the girls’ clean clothes for the morning. I usually have a pile of washing and ironing to do.Coach: But now you are going to change all that! Is that right? Client : Yes. helping the girls with their homework and doing my own school prep.V. We’ve got quite a big house so that keeps me busy. Coach: What does 'getting behind' mean to you? Client: Being out of control. Some evenings I’ll do a bake. definitely! Coach: So tell me what ' free' time are you managing at the moment? Client: I’m not! Coach: None at all? Client: No! Coach: What would be the best time of the day to take your free time? Client: In the evening. The Skill of Questioning Page 248 . Coach: So what happens when you take a 'night off' like this? Client: I get really behind with everything and feel I’ve wasted a good evening. Coach: So what’s happening at the moment? Client: Well I use that time to catch up on the household chores. and sat in front of the T. walking the dog. So I have to do these extra things when we come in from school and that’s busy enough with preparing supper. Things pile up. when the girls are in bed. or do the cleaning.

Coach: OK So what are the key household chores you have to do each week? Client: Laundry. I want us to spend that time together. Yes that would be good. About 12 hours in total. I don’t want to be cleaning the house then. Its always a rush in the morning and they always spend ages getting ready. I could prepare breakfast while they are showering and get the car packed. So the weekends are really precious for us. Coach: Anything else? I could get up earlier in the morning and do some chores The Skill of Questioning Page 249 .00pm Coach: What time do you go to bed? Client: Well I like to be in bed by about 11pm. Coach: What time do the girls go to bed? Client: 8.Coach: Can I just check something out with you Laura? What part does your husband play in all this? Client: Well it’s more difficult because Paul is on the road all week. What could you do? Client: then Coach: How realistic is that? Client: Well if I set the alarm for half an hour earlier I could have loaded the washing machine and had my shower before I get the girls up. Coach: How long on average do you spend on each of these ? Client: Well I’d say roughly about 4 hours on each over the working week. as a family. He comes home at weekends. There’s no way I can fit everything in within that timeframe is there? Coach: So. baking and cleaning the house. Yes that could work. certainly before midnight. what are you going to do? Client: I don’t know! Coach: Let’s look at all the possible options to release two hours in the evening.

and a family and personal life? Client: She didn’t. Coach: So what else can you do? Client: I don’t know. what would you do? Client: I’d hire someone to clean for me and do the laundry. I know. That would be fun. That would be the priority and then I… I’d just have to pick up what I didn’t do in the evening or the next morning. That doesn’t solve the problem. alongside your other commitments for that day? Client: Well the girls would have to do their homework first. My mother cooked for me and my brothers and I’ve always done the same for my girls. I pride myself on my home cooking. Coach: You’re right. She never worked… So in many ways it was easier for her I suppose. Coach: OK. Coach: So…? Client: I wouldn’t like that. so how did your mother manage to juggle a demanding job. I’d hire a 'live In' gourmet cook. Coach: Just suppose that money was no object to your family. What would happen if the baking didn’t get done? Client: We’d have to buy ready made stuff. Coach: How are you going to fit that in.Client: I could do a big bake once a week. nearer to home so he was around. The Skill of Questioning Page 250 . Coach: What else? Client: I’d send stuff to the laundry. It just wouldn’t feel right. Coach: You suppose? Client: Yes it was easier for her. I’d buy in good quality pastries and cakes. with the girls. And my father was around all the time to help out. I’d encourage Paul to set up his own business. They’d like that.

it scores a 10. If you were coaching this client. I can’t really afford to do any of them. What’s the first step you are going to take? Client: I’ll make enquiries with the cleaning agency? Coach: When? Client: Next week Coach: What day exactly. what questions would you have asked? What areas would you like to explore with her at a later date? The general rules of coaching questioning. interesting question. Coach: What would you do if you thought you were worth it? Client: (Long pause) I’d get someone in to help with the cleaning. Coach: That sounds good to me. Coach: Laura I want to ask another question that I want you to think about over the next week. Paul will be pleased he suggested I get some help about six months ago and I remember feeling very affronted and ignored it. Did you notice many of the questioning techniques we have explored and described? Many of the questions can fit into more than one category. I can see it’s the best way forward. What is it to be a successful mother? Client: Hmm. Client: On Monday. The coach followed an instinctive line of questioning.Coach: OK so which of those options is going to help you achieve your goal of an extra ten hours per week quality time for yourself? Client: Come on. The Skill of Questioning Page 251 . Coach: How committed are you to doing this Laura? Client: Yes very. on my way back from work.

"Don’t assume you know what your client is going to say. thoughts and feelings. "Ask permission before questioning in areas that are sensitive for the client. 'Is that all?' Remember you are raising their awareness. "Beware of asking complex or multiple questions. " Make your questions clear so the client understands the meaning. "Work on building rapport with your client "Probe to get the extra information that you need. "Acknowledge answers positively. Be sensitive to deep emotional problems that would best be dealt with by a qualified therapist or counsellor. Your client may be reflecting upon the question and their answer. "Don’t assume that the client’s first answer is the complete reality of the situation. "Listen carefully and consider the answers before responding. if ever questioned. Check with the client. The intention is to develop your client not hurt them. The Skill of Questioning Page 252 .Do "Explain to your client why you are going to use questioning and that there are no universal answers to the questions you will ask. this sets you up as the expert and the client will either resent your presumption or agree with you denying their own ideas. They may feel vulnerable as you ask them to examine part of their life they have rarely. "Use a variety of questioning techniques with your client "Be patient with your client. this will dull your deeper listening skills and you will miss the truth. Your client will become confused and lose sight of their goal. give encouragement. "Don’t ask leading questions. Cautions "After asking a question beware of jumping in too soon to fill the silence.

You have explored the questions that are used to challenge and suspend the negative. The Skill of Questioning Page 253 . The answers they give may be very interesting but if they do not relate to the issue you are discussing. essential questions that challenge our clients to take stock of their situation. limiting beliefs that prevent our clients from achieving their full potential. "Don’t be afraid of trying. You have heard about the importance of working to the client’s agenda by following their interest. You have learned about the importance of asking powerful."Don’t be taken 'off track' by the client. regardless of what they are. You have explored the difference between open and closed questions and learned when to use both. You might not always get the questions right when you start coaching. intervene by politely asking how this has relevance to the issue or how this information can lead them forward. Summary You have looked at the experiences that can shape a person’s attitude to answering questions. But you will get better at them as you practise. You have learned about the need to ask questions of your client to clarify and confirm both understanding and actions. You have learned that the human brain will always try to find an answer to questions posed. probing.

You have learned to reframe questions to make them positive and have examined the pitfalls of asking leading questions and why questions. To conclude. kick-start their motivation and prompt them to take responsibility for improving their lives. you have discovered. The Skill of Questioning Page 254 . Start practising your questioning skills today and they will enable you to become an excellent and truly effective coach. throughout this audio. that the effective question is a powerful vehicle to raise your clients’ awareness.

You are getting on well and they are interested in your work as a coach. ______________________________________________________________ 10. What questions would you ask to find out more about their situation? Make a list of 10 questions you could ask this person. ______________________________________________________________ 4. ______________________________________________________________ 5. They ask you to work with them and indicate that they are unhappy in their job. ____________________________________________________________ The Skill of Questioning Page 255 . ______________________________________________________________ 8. ______________________________________________________________ 2. ______________________________________________________________ 9. ______________________________________________________________ 3. 1. ______________________________________________________________ 7.Activity 1 Imagine that you have just been introduced to someone for the first time. ______________________________________________________________ 6.

Put yourself into the shoes of the 'client' and answer these questions yourself. ______________________________________________________________ 3. ______________________________________________________________ 2. Write down your response. ______________________________________________________________ 5. ____________________________________________________________ The Skill of Questioning Page 256 . ______________________________________________________________ 4. ______________________________________________________________ 6. ______________________________________________________________ 10. ______________________________________________________________ 8. 1.Activity 2 Revisit your questions from EXERCISE1. ______________________________________________________________ 7. ______________________________________________________________ 9.

Activity 3 List all the question words that encourage an open response and those that promote a limited one word answer. Open question starters Closed question starters The Skill of Questioning Page 257 .

stopping you?' ________________________________________________________________ Question 4 'Is that OK?' ________________________________________________________________ Question 5 'Is that all?' ________________________________________________________________ Question 6 'Does this happen all the time?' ________________________________________________________________ The Skill of Questioning Page 258 .Activity 4 Consider the following closed questions and change them into open ones… Question 1 'Do you have strength enough to get through this? ________________________________________________________________ Question 2 'Has this session helped you?' ________________________________________________________________ Question 3 'Are there any barriers in the way.

Notice the quality of the responses you get and note any learning points in your learning journal. Make a list of the 5 most effective open questions you use during the next week. ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Skill of Questioning Page 259 .Activity 5 Try out open questions on your friends and colleagues.

Activity 6 Imagine that you are working with a client who wants to get fit but can’t seem to sustain any regular exercise. over the years but nothing has worked. The Skill of Questioning Page 260 . What would your line of questioning with this client be? Work out a dialogue between you and your ' client'. They tell you they have tried different things. Use 5 key questions in your conversation.

said ‘well done for trying’. friends family or work colleagues. what would you do?' The Skill of Questioning Page 261 . what do you think you’d do?’ or. The next time someone says. ‘if everyone concerned. 'Just suppose for a minute you did know.Activity 7 Over the next few weeks try out these techniques with clients. irrespective of the outcome. 'I don’t know what to do?' try the question.

Activity 8 Ask yourself an Enquiry question. Your Enquiry question… ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ ________________________________________________________________ The Skill of Questioning Page 262 . Ponder it over the next week.

Activity 9 Reframe these negative questions to become positive and productive questions. Why are my report writing skills so poor? Why do I always lose? Why is this happening to me? Why can’t I sort out this problem? Why can’t I have her luck? The Skill of Questioning Page 263 .

Activity 10 Write 5 questions to use with a client who is not following through on their goals or action plan. 1. ______________________________________________________________ 3. ______________________________________________________________ 4. ______________________________________________________________ 5. ______________________________________________________________ 2. ______________________________________________________________ The Skill of Questioning Page 264 .

talks. internet. PRACTICAL EXPERIENCE (No. tapes.Weekly Learning Journal Sheet WEEK 6 . RELEVANT READING/RESEARCH: (articles. COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2.) KEY LEARNING POINTS: The Skill of Questioning Page 265 . of practical coaching sessions this week) KEY LEARNING POINTS: 3. books. journals. etc.THE SKILL OF QUESTIONING 1.

Coaching Skills Program Week 7 CHALLENGING LIMITING BELIEFS & UNDERSTANDING VALUES © 2011 The Life Coaching Academy Version 2011/1 .

An opinion. 'A principle accepted as true or real without proof. expectation and action is a direct result of such beliefs and because they shape the direction of our lives. Because they have the power to create or destroy. Beliefs A life coach must develop an understanding of the power and nature of beliefs. a conviction'. they need serious examination. So what is a belief in this context? The dictionary definition says a belief is. The second part explores the importance of recognizing. because every thought. Anthony Robbins.Week 7 CHALLENGING LIMITING BELIEFS & UNDERSTANDING VALUES Preview The first part of this module on beliefs and values examines the power of the belief systems that we hold and how they ultimately influence our performance and achievement. where do they come from and how do they become so well established? Challenging Limiting Beliefs & Understanding Values Page 268 . maintains that 'the most important opinion a person will ever hold is the one that they hold about themselves'. So how are these beliefs formulated. These are not beliefs in the religious sense of the word. clarifying and understanding our core values. The American personal development expert. but rather those that individuals have about themselves. These beliefs are the thoughts and ideas that are no longer questioned.

the media and religion. Challenging Limiting Beliefs & Understanding Values Page 269 . peer group. they come from other people like parents. If you received positive encouragement from your parents. teachers and peers. teachers. If you were subjected to criticism. Think back to your own childhood. Some of these are for the child’s own protection but the subconscious mind accepts all negative messages with equal value. then your belief pattern will be more negative and disempowering. from anyone who ever exerted or still exerts.Where your beliefs come from Initially. ridicule or blame. The impact of these early messages is so strong that child psychologists now recognise ‘verbal abuse’ as a significant issue and an identified syndrome when dealing with troubled children. How was your behaviour affected by what someone else said about you? Perhaps a cutting remark from a teacher or friend such as. either real or perceived by you as such. healthy and positive self beliefs. for fear of ridicule and humiliation? Can you remember any strong beliefs that you formed about yourself or your situation? It is very likely that those beliefs still influence your behaviour today. any influence over us. “What a stupid answer!” made you think twice about raising your hand again in class. under the age of five. All children receive some negative messages. receive ten or more negative phrases from their parents for every single positive one. family. In fact. They are formed in childhood and during adolescence. you will have the foundation of good. Behavioural scientists and child psychologists generally accept that children. whether they are for their own good or not. friends.

'You are clumsy'. as a natural part of the learning process. By adulthood. may last a lifetime. if left unchecked. the clumsier they will become. to fit in and to be accepted. They would have been encouraged to take risks and would view getting things wrong sometimes. It reflects back the non-verbal signals it receives. And self image creates the belief of who or what you are. 'I am clumsy'. Then. “Well done. The child’s response would have been different. If that same teacher had said. If a school teacher makes a careless remark like. How your beliefs are strengthened Adolescence and puberty are times when most people become acutely aware of their self image and this is an age when many belief patterns are formed and which. self image is a collection of all the lifetime attitudes and opinions that have been received from others. a behaviour is learned and instilled in the mind. It is likely that he or she would have gone on to seek further approval by trying out new things. In this constant interaction of 'receive and reflect back'. will spring to mind. initial self-image originated from your reaction to the attitudes that other people had towards you. Observe a baby. For many this is difficult to resist because of the very strong need to seek approval. you really tried hard”. the child will have the seeds of clumsiness sown in their mind. The more they think of it. Every human being has developed initial Challenging Limiting Beliefs & Understanding Values Page 270 . It smiles when someone smiles at it and it will probably cry if someone frowns at it.Very often there is a push from others to conform. every time that the child drops something the thought. Thus.

Byrne. By 7 it was polished and had the essential characters. it is just that they have never before been challenged or questioned. who wrote The Games People Play in 1964. He suggested that. By 12 years old it was further polished and was beginning to be lived out. His creative and innovative ideas are often taken and developed by other colleagues because he simply lacks the confidence to voice them in team meetings. As a coach. You will find that many psychological responses and beliefs are not rational. you can introduce the same techniques to your clients in coaching sessions. His conversations are peppered with phrases like. who left university with a good degree in computer studies. and complete the personal belief exercises suggested. the life script was written. to rewrite it and to do something different. Life coaches and their clients get the chance to re-visit that script. 'this probably won’t work'. or. Are you aware of the belief systems that are driving you? Turn to Activity 1 now.beliefs in a similar way. hardworking young man. 'I know this might sound daft'. they want help to make a change. Challenging Limiting Beliefs & Understanding Values Page 271 . So how can childish thoughts still influence adult behaviour? Consider an intelligent. by the age of 4 or 5. you must have a clear understanding of your own belief systems before you are able to help clients come to terms with their own. investigated the topic further. Once you have cleared out your own irrational or erroneous beliefs and feelings. That is the reason that clients seek a coach.

he was completely dominated by two older sisters who made fun of all his ideas. Notice what they say to give you the clues. The youngest of a family of three. Make a conscious effort over the next few weeks to notice the negative beliefs that people hold about themselves. This means that it is unable to distinguish between the genuine and true attitudes and those that are false. it filters out any information that is irrelevant and that does not fit with your picture of life. It accepts information that is consistent with your beliefs and goals and that fits your picture of our life. The perceptions that make up your picture of life are well worn and reinforced regularly. The subconscious mind does not evaluate things. His beliefs have developed from an early age. like a self fulfilling prophecy. The human brain has a cluster of cells that act as a filter to perceptions. You interpret life and what happens to you in the light of your beliefs. You search around to find evidence to support your stance to the exclusion of all alternative points of view. Record your findings in Activity 2. They are all are given the same credence because the subconscious mind takes in everything it is given. that he has nothing really useful to contribute. Old beliefs established in childhood are projected forward onto new and current situations. It is just a question of reprogramming the subconscious mind. Challenging Limiting Beliefs & Understanding Values Page 272 . who took over and made all his decisions for him. His resultant belief. who thought they knew best and. The good news is that those beliefs can be changed and turned around. What you expect to happen to you often does. completely disempowers and limits him.He is hesitant and always seeks approval before proceeding with anything. it is non judgmental. At the same.

There have been many studies carried out in educational circles. Conversely. to believe that one group of students was significantly more able than the rest of the class. will be less likely to take risks or open up to share their life. It is the same world that each inhabits. Someone who fundamentally believes that the world is a hostile place. it is imperative that you change them and that you help your clients to do the same when they express similar limitation belief patterns. The power of your beliefs. where everyone is 'out for what they can get'. gifts and love with others. positive thought or slant on a situation. Some people are such negative thinkers that they are unable to see any Challenging Limiting Beliefs & Understanding Values Page 273 . Here is a demonstration of the enormous power of the belief system. This person will be uncharitable with his or her self and intolerant of others. If you hold destructive beliefs about yourself. falsely. where teachers have been led. You get the picture of the two very different lives. The results consistently proved that both pupil and teacher expectations were raised and the supposedly 'more able' students enjoyed increased self-esteem and achieved higher grades than their equally able counterparts. has a far more optimistic view of life. They are open to the love and involvement of others and share their lives more freely. The belief of the teachers and the students in each study had turned the erroneous 'fact' into a reality. based on two very different sets of strongly held beliefs.If you have ever been in a conversation with someone who is determined to be miserable and who rejects every bright idea. the person who believes the world is an exciting place. you have been speaking with someone who is simply acting out their belief system. full of abundant opportunities.

What was the turning point? What was the deciding factor? How did Bannister achieve the impossible? He made a conscious effort to ignore the accepted belief and carefully prepared himself mentally to do it that day. 'I will perform better next time'. others began to Challenging Limiting Beliefs & Understanding Values Page 274 . Once he had demonstrated that it was indeed possible. for example. or. before him to run a mile in less than four minutes. Roger Bannister ran a mile in 3 minutes 59. In the world of sport it is well known that the mind game is vitally important for success. They set themselves up for failure.positive future possibilities and are totally lacking in confidence. However. a confident person says. 'It was a one off.4 seconds. 'This is a one off'. They say. unsuccessfully. 'I can do this consistently' or. 'That’s not like me'. in the same situation the negative thinker will say. Hundreds of runners had tried. When faced with a poor performance or defeat. I don’t normally do that'. In the same situation. 'I will do it again in the future'. The scientific and medical world had claimed that it could not be done. a confident person would say to themselves. It was said that the human heart. The factor that makes the difference is the mental attitude of each player. 'It was a fluke' or. This mental training is just as important as the physical training. They set themselves up for success. In May 1954. Notice the self talk they give to themselves. He was aware of the power of a positive mental attitude and the dangers of falling prey to doubt or procrastination. in terms of skill and experience. 'that’s typical'. Watch a sports person as they about to perform. two opponents are equally matched. 'What else can I expect?' or 'It’ll be the same again next time'. But it happened and many other athletes have since run the mile in under four minutes. muscles and bone would not be able to withstand the stress of such an effort. Often. Even if they achieve some success they quickly negate the results to make them consistent with their beliefs.

You must learn to recognise them in the client. If Challenging Limiting Beliefs & Understanding Values Page 275 . When the next person comes along in the same area. this way of behaving becomes increasingly automatic. He offers an excellent analogy of the way to make changes in thinking. to encourage them to take responsibility for their own beliefs and to change for the better. Some clients cannot understand why they are not achieving their goals. After a dozen or so people have gone through. there is a clear. He asks us to think of the brain’s capacity as a huge neural jungle. they will see a slight path trodden by the first person. As a life coach you must challenge a client’s limiting beliefs. flattened pathway and anyone coming through the jungle will automatically use that path rather than go into the undergrowth. Once you learn to think and respond in the same way. As a life coach you need to be sensitive and aware of the beliefs that limit and hold back. it is thick and they battle through. So the one single pathway gets ever easier and an automatic choice.believe so that they matched or exceeded his performance Tony Buzan is a leading expert in the field of discovering human potential. Many people are unaware that they hold beliefs about themselves and that those beliefs have such a powerful influence on the quality of all aspects of their lives. identify the language and behaviours associated with them and have the courage to challenge the client in order to raise their awareness. A jungle with billions and billions of potential connections and neural networks. Imagine the first person who attempts to run through the jungle. Think of beliefs and habits in the same way.

their aims and goals are incompatible with their underlying beliefs, there will be conflict. Their subconscious mind strives to achieve the goal, but the brain is using the belief reference system to ensure that it cannot succeed. The beliefs have to change for the goal to be achieved.

An NLP technique that is often used to reveal core limiting beliefs is to ask your client to complete six sentences, each beginning with, 'I must…'

You can then pose a question like, 'What would happen if you didn’t?' Your client will be able to examine the consequences of various actions as they become increasingly aware of the automatic responses that they give.

Try this out yourself. Turn to Activity 3. Don’t think too deeply about the sentence completion. Fill the gaps with the first ideas that come to mind, as those are the thoughts that are prevalent.

This small self test will help you appreciate how what your limiting beliefs bear on what you think you cannot do.

Complete six sentences beginning with the words, 'I can’t…'

Turn to Activity 4. Again say the first thing that comes into your mind. Then ask yourself the question. 'What stops me?'

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The insights that you gain when using this activity with a client can be translated into issues that can be dealt with in subsequent coaching sessions.

What are the issues that have arisen for you as a result of completing the activity? Perhaps they are areas that you would like to explore with your own coach.

Some clients will need a lot of support to change their beliefs. You will need to challenge, to encourage and to champion your client every step of the way as they are guided to the place where they can achieve their full potential. You will use a variety of techniques to raise your client’s awareness. Through answering powerful and incisive questions, they will be helped to 'see' the truth for the first time.

Once you have an inkling of your clients limiting beliefs, you can help them to change them. This will come about by asking well-phrased questions that raise awareness and open the realms of possibility to them.

If your client is unable to see a way forward or just cannot think of what to do to progress towards achieving their goal, you can use an incisive question. This question has two parts to it. The first part temporarily suspends the limiting belief, which then allows the client, for a moment, to be creative as they answer the second part. It frees the rational mind to explore outside the boundaries it has imposed. This technique is very successful as it unblocks a client’s mind and helps them dream in safety.

Many of the ideas generated in this way are the ones that the client chooses to follow, once they have been explored fully. Questions like, 'What, if the you had the resources do it, would you do?', 'If you knew that you could not fail, what would you do?' or, 'If you didn’t have to live with the consequences, what would you do?' The rationale behind these

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questions is to encourage clients to lift their minds above their beliefs for a while and to get a glimpse of what might be. These questions are discussed further in the module on Effective Questioning.

A helpful way to understand how thoughts, feelings and emotions affect self belief, is the concept of a comfort zone. This is a psychological area or zone, within which you feel comfortable and confident. This encourages you stay well within it, after all, you are always right when you are there. The trouble is, that being always right means that you do not learn. To learn you must be prepared to work outside your comfort zone or, better still, to constantly expand it.

Once you are taken beyond your comfort zone you can start to feel uncomfortable. At the very extreme, you may even experience panic attacks, palpitations, nausea, sweating, memory loss and lethargy. At a less severe level, think of the 'butterflies in the tummy' that you experience when you have to do something new for the very first time.

These psychological and physical experiences influence your performance. As a life coach it is your role to help clients stretch their comfort zones in order to move a step up in life and to expand their thoughts and beliefs. You can help the client set goals and enable full association with them by visualizing what will happen when the goals and the resultant benefits are achieved. Initially, a client may be keen to take the first steps to goal achievement but then, when they come up against the discomfort and challenge of moving out of their comfort zone, they may procrastinate or make excuses. This is where your input is vital to keep the client on track, by questioning, encouraging, praising, challenging and championing to keep the client’s vision burning bright.

There is a little mechanism in thinking that links an event to a response. To take an example from the animal kingdom. If an antelope sees a lion

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charging towards it, the response will be to run away as fast as possible to escape. When such an event happens there is an immediate response. If, for instance, you have a fear of heights, then whenever you find yourself in that position, your subconscious kicks in. It sends a message to your body which responds appropriately and you get sweaty palms, nausea and dizziness.

However, one of the things that make us different from animals is choice. We can choose our response to any given event. Few people make that choice If something new comes along, it is easy to say, 'This doesn’t fit in with my world', discard it and then carr y on in the same way. Understandable, but it removes the opportunity to learn.

Your choices are driven by values, habit, guilt, fear, what others think, responsibilities, duty, need, conscience, the consequences and emotions. You can justify almost any decision that you make to yourself, but you seek to justify them to other people as well.

If you can choose how you respond to any event, then you can spend the rest of your life doing exactly what it is that you want to do. This is the ultimate freedom. But freedom carries a price. That price is responsibility and responsibility is expressed in values like honesty and integrity.

Freedom of choice, unhampered by limiting beliefs, gives you total responsibility for everything you do with honesty and integrity.

You can be wherever you want to be. If you are not where you want to be, you can do something about it.

Your free will to choose means that you can spend the rest of your life doing exactly what it is we want to do. So, to stay where you are and to keep doing what you do, you must really want to be there and doing that. This is

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important in coaching because, when your client is unhappy with where they are [for example if they are in a job they hate or in an abusive relationship] they will make excuses for where they are and for not making any changes.

Simply ask, 'What’s in it for you? Why are you in this place?' If they say they don’t know, then ask them again, 'What are you getting from being in the situation? There must be some sort of pay off!' As a coach you will challenge and persist for an answer. Deep down, your client knows the reason that they are in the situation. You may uncover all sorts of beliefs, for example, 'I do this because I want approval', 'I’m scared of failing in another job' or even, 'The pay is good and I get a pension'. You can then question around the area of values, beliefs, desires and choice.

Some people feel that they do not have any choices. The reality is that they have lots of choices, if they want them. Author, Richard Carson, developed the concept of 'The Gremlin' to describe the thoughts that encourage people to maintain the status quo in our lives. It would appear that the Gremlin wants to protect, but in fact it often prevents forward movement towards true desires. Once you and your clients are aware of these thought patterns, you can identify them, consider the options available and consciously choose the one that will move ever nearer to your goal.

At a preliminary session, before you start coaching a client, explain how you will work with them and how you will challenge their thinking and perceptions, in order to help them move on. Build rapport with your client and agree with them which are the best way to challenge them on these issues. You both want your sessions to be as productive as possible.

The golden rule is to treat your clients, as they want to be treated. This relationship has been termed ‘the designed alliance’.

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Even when people know exactly where they are going and their lives are fixed, they still need you as their coach. Lives that are fixed always create a longing for something bigger and better. The desire for personal growth, development and improvement will always motivate such individuals.

So far you have seen how a positive mental attitude is needed to overcome limiting beliefs and keep going to achieve goals. You have recognised the significant part that the subconscious mind plays in behaviour. You have learned that it is possible to ‘reprogramme’ your thinking and automatic response to situations. You are aware that you need to step outside and expand your comfort zone.

Encouraging your clients.
You must encourage clients to become positive thinkers.

Recall a time when you have had a problem or difficulty. You will have experienced the situation where you thought and worried about a problem all day long, your mind would not let it rest and it appeared to get more terrible and frightening as the day wore on. The chances are that you got the whole situation out of proportion!

Now, aware of your ability to consciously change your viewpoint and switch into solution mode, you would become more proactive and start to feel more in control. Your subconscious will start to look for solutions and your attitude will change.

There will still be challenges in life, like bereavement, loss, illness and disappointment. The key point is that, while you do not have overall control over what happens to you and you cannot sanction how others behave, you can have absolute control over your response.

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Victor Frankel, is a wonderful example of this. A world famous psychiatrist, he spent three years as a prisoner in Dachau and Auschwitz concentration camps In his book, Man’s Search for Meaning, he describes the horrifying events, the suffering and degradation that he and many others experienced. Throughout the book, he highlights that those who survived the horrors all had a strong sense of attitude. He writes, 'Everything can be taken from a man except one thing: the last of human freedoms – to choose one’s attitude in any given set of circumstances, to choose one’s own way'. In spite of their horrendous situation, they were still able to maintain their inner dignity and a sense of who they were.

Your thoughts and speech reflect your attitude. The words that you use indicate just how you think. If you want to change from negative to positive, then start with your language. Just notice how many people respond to the greeting, 'How are you?', with 'Not too bad'. 'Not' and 'bad' are words with negative connotations. If you catch yourself saying, 'Not too bad', stop and change your reply to 'Good', 'Great' or 'Fantastic'.

Consider the words you use carefully. Over the next few weeks become aware of the words that you use regularly. Detect negative patterns and consciously change them. Adopt positive language and it will soon become a habit. Go to Activity 5. Change the negative phrases into positive. Check out your own negative language, note it and reframe it into the positive.

Once you are aware of the power of language you will be able to radically change your response and consequently your attitude. If you encourage your clients to do the same you will greatly increase their chances of success.

One of the most powerful self development techniques to reprogramme

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thinking is the 'affirmation', a positive statement that you repeat to yourself at various times of the day. It will help you develop your positive self talk and can have a dramatic impact upon your behaviour and achievements.

Affirmations are phrased in a special way. They are:"Positive - Stating precisely what you want rather than what you don’t want. "Personal - Describing a specific quality you want. Start your affirmation with the words 'I' or 'my', for example, 'I am a positive person, who sees the best in every situation'. "Stated in the present tense. Write it as if you already have the quality. For example 'I am always positive' rather than 'I will be positive'.

And so to Activity 6. Write six affirmations you want for yourself and your life. Read them aloud to yourself five times every morning and five times every evening. As you say the affirmation, imagine what you would see, hear and feel. Associate with them as much as you can.

When you feed your subconscious with positive thoughts and words you build a positive mental attitude. This does not mean lying to yourself or burying your head in the sand, neither does it mean that you will be immune to the troublesome aspects of life. It does mean that you will be able to cope with negative situations and use them as learning experiences.

Your positive mental attitude.
As a life coach, your own positive mental attitude (PMA) is not an option. It is an essential quality. Many of your clients will, by definition, have some negative issues for you to help them with. Unless you have a strong

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positive outlook on life yourself you will be ill equipped to provide this help and support.

Everyone, without exception, can develop a positive mental attitude. You will work to raise your client’s awareness of their responses and reactions and encourage them to take control of, and responsibility for, their future. It is your job to move your client progressively towards the positive. There is a substantial body of medical evidence to show that patients with a strong positive mental attitude recover more quickly from surgery or trauma.

It is essential that you are in a high PMA state when your clients call. They will detect it in your tonality and intonation and they will pick up on it. You need to be in control and it is part of your role to lift them out of their negativity and to recognise the positive. Be aware that every encounter produces a result and it is your responsibility to ensure that every result has a positive spin. The easiest way to do this is to be genuinely aware of others’ feelings and caring for their welfare.

Sincere congratulations for a clients' achievements will sow the seeds of PMA by making them want to repeat the feel good pleasure that comes from recognition of their success. You must guard against any client becoming too dependent upon you, although it is inevitable that some clients will see you as a role model, which is another good reason to maintain a good positive mental attitude. See yourself as powerful and impressive and that is what you will be. And that is how others will perceive you.

Remember you can only have one thought at a time. You alone control that thought. It can be either positive or negative and you decide which it is to be. You also decide how long to hold on to it. Choose positive thought and you will change your attitude to become a permanent Positive Mental

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It is critical to know why your clients behave as they do and what you can do help them. You need to understand what they are feeling and going through, not to sympathise but to empathise. You do not need to feel it with them but having a sound understanding does help. That is why it is important to recognise some of the stumbling blocks that impede the development of PMA.

Some clients may have what they consider to be good excuses for hanging on to negative attitudes, although none of them are valid and when they consider the implications of keeping them against the benefits of changing them, there is no contest.

Some people seek absolute perfection. They see anything less than that as failure and this can seriously erode any positive feelings. Encourage these clients to aim for goals in easy bites, to celebrate success and to view failure as an outcome that can be changed. Invite them to consider that there is no true success or failure. There is simply an outcome which they label as one or the other.

Unless goals are written down and reviewed regularly, the client is at risk of losing momentum. As a new concept or challenge comes along, they will switch all their energies and attention to that one and lose the direction they were taking towards the earlier objective. This leads to the sense of having 'Unfinished business'. This is no problem if the 'business' no longer serves any useful purpose in their life. But, if it is essential to their growth and development, they need to deal with it. The positive boost that occurs on completion is very powerful.

PMA comes from allowing enough time for each activity or goal and congratulating themselves when they complete ahead of time. It is

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Life coaching has at its core. The only way to deal with them is to face up to them by devising a strategy to work on them. Use your coaching to help them to set realistic timescales with time to relax. healthy. Self pity and low self esteem are factors that inhibit PMA development. it will be necessary to suggest a referral to an appropriate counsellor or therapist. If your client exhibits severe emotional difficulties. Some clients will opt for flight rather than fight. The act of taking control and eventually resolving the issue builds and consolidates PMA. Once the decision is made to let them go.seriously eroded when they are always racing against the clock and missing deadlines. positive attitudes. time to enjoy the important things in life and time to recharge their batteries. As a life coach it can be illegal for you to offer specific advice on investment and savings matters. these clients enjoy the freedom and choice of replacing them with constructive. Worry and fear of success or failure are also big stumbling blocks. you can work very effectively with the client on Challenging Limiting Beliefs & Understanding Values Page 286 . Not just because of the stress and worry that such lack can cause. Tell them firmly that these things will not disappear. Denying the reality of tasks or situations that are seen as unpleasant will destroy their PMA. Financial difficulty or debt is a common contributory factor to a poor mental attitude. However. The client may need to seek help from a suitably qualified professional financial adviser. These attitudes are extremely destructive and they harm the person that holds them more than anyone else. trauma or hurts that are preventing a real move forward. Another enemy of PMA is the attitude that retains old grievances or grudges. but also because the client may feel guilt at having failed to provide for their family or to have lived up to their expectations. the need for a complete life balance.

Beliefs have an enormous bearing upon balance. This has particular importance for them if they are in the habit of comparing themselves to others. Challenging Limiting Beliefs & Understanding Values Page 287 . It is only possible to resolve an underlying issue once it has been identified. It makes sense to adopt beliefs that are going to serve you well. These friends may not necessarily have enormous wealth but they will have an optimism and joy for life that your client will find compelling and their positive mental attitude will be infectious. When it is seen. limits or restricts progress. it can be turned into a stepping stone to progress. Their PMA is eroded if your client is constantly bemoaning their lot that they are not one of the 'jet set'. Encourage your clients to develop friendships with other positive people for encouragement and support as they move towards achieving their goals. Help them to recognize true needs and eliminate wants that are based on false values. Your coaching abilities will help you see through the spoken word and to identify the underlying issue that blocks. progress and happiness. to examine how they arrived at that position and to help them plan a way forward that avoids the situation occurring again. A stumbling block is only an obstacle if it is hidden. What your client perceives as their needs (life support essentials) and wants (desirable artifacts or gratification) will also have a huge bearing upon their view of life. A coach needs to have a positive mental attitude and encourage that in their clients.their attitudes to money. When your clients talk to you they may display many of these stumbling blocks. each wrapped up in the language of excuse.

It is clear that. The list belongs to the client. Not all values are good. they tell you about who you are and what is important to you. then do not coach them. What are the values that you must honour in your life? Which are the most important? Now turn to Activity 7. The values that you hold are good. The definition of moral is 'the distinction between good and bad or right and wrong behaviour'. Take a minute to list for yourself the values that you hold dear.Values. Your clients do. A value is defined as 'the moral principle or accepted standards of a person or group'. Your values will govern everything you do and are a very useful guideline for measuring your behaviour and choices. then they will never be successfully achieved. with your client. You will need to hold their values for them throughout Challenging Limiting Beliefs & Understanding Values Page 288 . You may find a client whose values are totally opposed to yours. Is it is important to be true to your own values and maintain your integrity. So who makes those distinctions? You do. Someone may have creativity as a value that needs honouring. if the goals do not mirror the values. If you cannot reconcile to that or remain detached. how does this measure up to your values of honesty and respect? It is important that you establish. If you are tolerating unacceptable behaviour and are keeping quiet about it. the values that are important to them. others may have integrity and honesty. harmony or independence. We do. Values are also the client’s expression of himself or herself. The Goal Setting and Motivation module explores values and congruent goals in depth.

Devise a range of questions you could ask your client to allow you to discover their specific values. If a client makes a negative statement or indicates something they did not like or approve of. Challenging Limiting Beliefs & Understanding Values Page 289 . 'Tell me about a time when you felt most fulfilled' or. add the ones that are effective to your list. 'Am I right in thinking that success or achievement are high on your list of values?' If the client agrees. keep aware of the things that are important to them and guide their choices. you could check out if flexibility and tolerance were key values for them. if the client got upset when someone was impatient or too fixed in their ideas. You will need to establish a relationship where your client feels comfortable to be himself or herself. As you try out new questions. They may never have given themselves the space and time to reflect upon these things before. 'What was a moment that touched you the most?' By listening carefully to their answers. you can use the reverse idea. For example. 'I was most fulfilled when I collected my degree'. For example. you can question further to elicit specific values.your coaching relationship. Turn to Activity 8. These will form part of your coach’s ‘toolkit’. if the client said. Some clients may find it difficult to express their true values. Ask a question such as. you could ask. ask them to elaborate further upon their interpretation of the word success or achievement.

"Identify eight key areas of your life. "Draw a circle with eight equal segments (see Activity 9). Draw a straight or curved line on each segment. Here are some of the possible areas that people identify to work on. You could choose from:"career/work. Many coaches use it to elicit the values and important areas that the client needs to focus on in their coaching sessions. from 1. in the centre to 10 on the circumference (1 is where you are less satisfied. that is featured in a number of coaching textbooks. linked to the score you gave it. Identify where your life is out of balance. It is used to help clients identify the areas of life that are important to them and to evaluate how their current lives match up to them. "Score those particular areas of your life. Challenging Limiting Beliefs & Understanding Values Page 290 . Then ask them to choose the top eight that they would like to focus on as part of their coaching. "personal development and growth (whatever that might mean for that individual). If you are very satisfied with an aspect of your life it would be 10 and if you are less satisfied it would be 1. The way to use this with a client is to ask them to brainstorm a number of issues or key areas in their life that would be important for them. to make a new perimeter of your circle. is The Wheel of Life. Mark along each radius or spoke of the wheel 10 equal divisions. So every area of your life is going to be anywhere on that scale of 1-10. Where 10 is on the outside of the circle and 1 is in the middle. and 10 is where you are totally satisfied).The wheel of life. A well-known exercise. Complete the exercise for yourself now to understand how the process works.

It can be used in business with aspects of management labelled in the segments and it can be used to measure job performance or job satisfaction. There are a number of adaptations of the ‘wheel’ exercise. Ask them what they want to hold as a primary focus or which one of the segments they would most like to focus on right now in this coaching session? It is encouraging for the client to realise that they can be coached on all eight segments but it is important for them to clarify which one they would most like to focus on first. Use these or choose your own list. Many clients will have lost sight of the notion of a balanced life and this exercise will raise awareness very quickly. Ask the client to identify what is important to them in each section of the wheel. "fun and recreation (this crops up almost as often as career). Challenging Limiting Beliefs & Understanding Values Page 291 . "emotional well being."friends and family (or even divide into two separate areas). "physical environment (which is around their location. where they are living. the things that they value. "partner or significant other. "financial. This helps the client prioritise and also to focus positively on areas where they are already satisfied. "spiritual life. "social life. how they are living). and to make them a real priority. This helps your client to consider the things that really matter. With a client you can ask if the new wheel is a surprise to them. "health and vitality (also crops up almost as often as career). Find out what they are looking for in each of these areas.

"discovered how positive beliefs help you move forward and limiting beliefs hold you back.Summary In this module you have:"identified where your beliefs originate. when you to choose to expand them. Challenging Limiting Beliefs & Understanding Values Page 292 . Your values and beliefs give you a sense of who you are and what you aspire to. "learned how the subconscious mind reinforces your belief system. you will be motivated to act. challenge and suspend limiting beliefs. Coaches help clients to identify what is preventing them from achieving the life they desire and offers the necessary tools to make lasting changes. When you match up the things that you value in life with the goals that you set for yourself. you learn and grow. Great coaches have the privilege of making a real difference in the lives of their clients by guiding them to recognise what is important and helping them realise their innate strengths. "learned about comfort zones and how. "learned techniques to uncover. "looked at the stumbling blocks to achieving a positive mental attitude and ways to address them. "recognised the importance of positive self talk and a positive mental attitude.

Make two lists.Activity 1 Examine the beliefs that you have about yourself. the things you are not good at. In the first. all the things that you are good at. list the all the negative beliefs you have about yourself. Positive beliefs about myself:- Negative beliefs about myself:- Challenging Limiting Beliefs & Understanding Values Page 293 . In the second. list all the positive beliefs you have about yourself.

What is this belief costing me on a daily basis? 5. Who gave me this belief? 3. How will my life be different if I let go of this belief? Challenging Limiting Beliefs & Understanding Values Page 294 . Remember the positive things that happened to lead you to hold those beliefs. How do I feel about the person that gave me this belief? Do I respect them? Are/were they always right? What is their history? 4. The ones that really hold you back. Take the top three. What will holding this belief mean for me in the long term? 6.Look at the list of positive beliefs and spend a few moments on each one. Where did this belief come from? 2. Write them down… Now look at your list of negative beliefs. Ask yourself:1.

I am actively going to Challenging Limiting Beliefs & Understanding Values Page 295 . My new comfort zones are… My new self talk is. My first new belief is My next new belief is Define your new comfort zones and self talk and decide what action you are going to take. You will find it. “I am too old to change careers to become a coach'.” Actively look for evidence to support your new belief. Keep a journal and record your success.Now write an opposite belief to the one you hold. For example if your belief is. you could reframe your belief to be. 'This is the perfect age to consider a change and I bring to my new coaching career my wealth of life experience to date.

Clues for the positive person. optimistic beliefs. What do they do? What do they say? Make a list of the empowering beliefs that people hold Make a list of the disempowering beliefs that people hold Challenging Limiting Beliefs & Understanding Values Page 296 . Look for those that have limiting. What do they do? What do they say? Clues for the negative person.Activity 2 Notice the beliefs that people have about themselves. Focus on three or four people Listen to what they have to say and how they provide the “evidence” to support their beliefs. negative beliefs and those that have positive.

as those are the thoughts that are prevalent.Activity 3 This is an NLP technique used to reveal core limiting beliefs. Challenging Limiting Beliefs & Understanding Values Page 297 . as you become aware of the automatic responses you give. Complete six sentences that begin with the words I must… Do not think too deeply about the sentence completion. Fill the gaps with the first ideas that come to mind. I must…………………………………………… I must…………………………………………… I must…………………………………………… I must…………………………………………… I must…………………………………………… I must…………………………………………… Now ask yourself 'What would happen if I didn’t?' You will then be able to examine the consequences of various actions.

I Can’t…………………………………………………… I Can’t…………………………………………………… I Can’t…………………………………………………… I Can’t…………………………………………………… I Can’t…………………………………………………… I Can’t…………………………………………………… Then ask yourself the question. 'I can’t…' Again say the first thing that comes into your mind. Complete six sentences beginning with the words. 'What stops me?' Challenging Limiting Beliefs & Understanding Values Page 298 .Activity 4 The next sentence completion will help you look at how your belief will have a bearing on what you think you cannot do.

Activity 5 Change these negative phrases into positive. Negative phrase Positive phrase I’m feeling ill I have got a problem Everything is going wrong I forget I am slow Challenging Limiting Beliefs & Understanding Values Page 299 .

The affirmation is a positive statement that you repeat to yourself at various times of the day. Read them aloud to yourself five times every morning and five times every evening. ______________________________________________________________ Challenging Limiting Beliefs & Understanding Values Page 300 . As you say each affirmation. 1. ______________________________________________________________ 4. Write six affirmations you want for yourself and your life following the special instructions in the main module text.Activity 6 One of the most powerful techniques used in self development circles to reprogramme our thinking is the affirmation. imagine what you would see. ______________________________________________________________ 3. ______________________________________________________________ 2. ______________________________________________________________ 5. ______________________________________________________________ 6. It will help you develop your positive self talk and can have a dramatic impact upon your behaviour and the things that you achieve. hear and feel.

freedom/independence 1.g. ______________________________________________________________ 6. ______________________________________________________________ 3. ______________________________________________________________ 10.Activity 7 Take some time to think about the values that you hold dear. ______________________________________________________________ 7. ______________________________________________________________ 2. together if they help describe your value more clearly e. indicating the extent to which you are honouring these values in your life now. What are the values that you must honour in your life? Which are the most important? List your top 10 values in priority order. ______________________________________________________________ 9. ______________________________________________________________ 8. ______________________________________________________________ 4. You may group values that are linked. Look at the ones that are scoring less than 7 as these could be areas where you or your client needs some coaching help to get back on track Challenging Limiting Beliefs & Understanding Values Page 301 . ______________________________________________________________ 5. ____________________________________________________________ Now give each of the values a score for 1-10.

______________________________________________________________ 3. ______________________________________________________________ 5.Activity 8 Devise a range of questions that you could ask your client to elicit their specific values. ______________________________________________________________ 4. Which are the ones that are most productive? 1. ______________________________________________________________ Challenging Limiting Beliefs & Understanding Values Page 302 . ______________________________________________________________ 2. Think of 5 questions and try these out on your friends or clients.

"physical environment (which is around their location. Mark along each radius or spoke of the wheel 10 equal divisions. Challenging Limiting Beliefs & Understanding Values Page 303 . "financial. If you are very satisfied with an aspect of your life it would be 10 and if you are less satisfied it would be 1. in the centre to 10 on the circumference (1 is where you are less satisfied. These are some of the possible areas that people identify to work on. "fun and recreation (this crops up almost as often as career). So every area of your life is going to be anywhere on that scale of 1-10.Activity 9 The Wheel of Life "Draw a circle with 8 equal segments "Identify 8 key areas of your life. Where 10 is on the outside of the circle and 1 is in the middle. (The way to use this with a client is to ask them to brainstorm a number of issues or key areas in their life that would be important for them and choose the 8 most important.) "Now score those particular areas of your life. "partner or significant other. from 1. "emotional well being. and 10 is where you are totally satisfied. "friends and family (or even divide into two separate areas). "social life. You could choose from: "career/work. how they are living). "spiritual life. "personal development and growth (whatever that might mean for that individual). "health and vitality (also crops up almost as often as career). where they are living.

"Ask the client to identify what is important to them in each section of the wheel. (It’s encouraging the client to realise that they could have all 8 segments to be coached on but which 1 would they most like to focus on right now). This helps the client prioritise and focus on where they are already satisfied in some aspect of their life. "Also use this in business with some management segments or job performance. "What do you want to hold as a primary focus? "Which one of these segments would you most like to focus on right now in this coaching session? Highlight answer. Challenging Limiting Beliefs & Understanding Values Page 304 .Use these or choose your own list. Suggestions of questions to ask a client.

What do you believe is your role as a coach? What do you believe are the strengths you have as a coach? What do you believe are the weaknesses you have as a coach? What beliefs do you hold about the resourcefulness of your clients? Are there any beliefs that limit you or your clients? How are you going to change them? Challenging Limiting Beliefs & Understanding Values Page 305 .Activity 10 It is important to consider your beliefs as a coach in relation to your own capabilities and those of the clients you work with.

talks. tapes.Weekly Learning Journal Sheet WEEK 7 . internet. RELEVANT READING/RESEARCH: (articles. journals.CHALLENGING LIMITING BELIEFS & UNDERSTANDING VALUES 1. books. PRACTICAL EXPERIENCE (No. of practical coaching sessions this week) KEY LEARNING POINTS: 3.) KEY LEARNING POINTS: Challenging Limiting Beliefs & Understanding Values Page 306 . COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2. etc.

Coaching Skills Program Week 8 HOW TO SET GOALS & MOTIVATE OTHERS © 2011 The Life Coaching Academy Version 2011/1 .

career selected. made with absolute commitment and followed through with daily action. This 3% also had better relationships and enjoyed better health. You will set goals of your own and explore ways to enable your clients to set exciting. Your goals are positive statements of intent. When you set goals you have clear aims and objectives towards which to channel your effort and energy. The importance of goals. and the terminal point of a journey or race. This module covers two key elements that make an enormous contribution to the success of an individual. A real testimony to the power of goal setting. relevant and challenging goals for themselves.Week 8 HOW TO SET GOALS & MOTIVATE OTHERS Preview. The dictionary defines a goal as: the aim or object towards which an endeavour is directed. The journey and race is the journey of life. degree subjects taken. ethnic or gender base or any of the other obvious factors that made the difference. A famous study of Yale University graduates found that back in 1953. 20 years later a survey of the same group revealed that the 'goal setting' students were financially worth more than the other 97% put together. The factor that linked all these students was that they had set clear goals. Even so. In the first part you will learn about the importance of goal setting and the key principles that underpin the process. the How to set Goals and Motivate Others Page 313 . It was not parental wealth. just 3% of the graduating class had written down a set of goals for their lives. These are the ability to set goals and the motivation to do what is necessary to achieve them. correctly formed.

The 7 Habits of Highly Effective People. then someone else is. It means to know where you are going so that you better understand where you are now. In his book. relevant and empowering goals that will improve the quality of their lives for ever. How committed are you to all your goals? Do you work towards them constantly? Do you remember some of them for a while and then gradually forget them altogether? Do you find your goals hard to achieve and get despondent . skills and talents that they possess. You have relinquished your basic right to shape your own future. Congratulations. Are you in the habit of setting goals for yourself? Do you have a life plan? The fact that you are working on this course suggests that you probably do. They will be able to use and develop the gifts.majority of people spend more time planning their annual holiday than they do planning their lives. and so that the steps you take are always in the right direction.or are you already a high achieving 'goal getter'? How to set Goals and Motivate Others Page 314 . So now comes the crunch. As a life coach you have the privilege of working with clients to help them take control of their future and set positive. Now for some deeper questions. Stephen Covey says. fear and stress. anxiety. to be creative and fulfilled. 'To begin with the end in mind means to start with a clear understanding of your destination. If you are not in control. It is estimated that only 3% of the population has an organised goal or life plan. when you drift you are not in control. In doing this you also surrender your freedom of action which restricts your choices and can lead to frustration.' Without goals you are drifting and.

The problem is that you get what you focus on. If you ask them what they want in their lives or what they want at work. The power of the subconscious has a tremendous effect on the achievement of your goals. Write down on paper everything that you want to be. How to set Goals and Motivate Others Page 315 . you will find the following process beneficial for reviewing your own goals and helping your clients set theirs. one thing is important to you all: as a coach you must have your own personal goals if you are to move forward in your own life and therefore understand. from the man in the street. 'go into the cupboard' and before you know it. The first stage of the process is to gather. the person that you want to be. where you want to be – EVERYTHING. Take the analogy of a very young child playing in the kitchen.However you answered. See Activity 2. You say. They pick up on the words. who wants to take his life to the next level. Turn to Activity 1 to explore this concept further. First Stage. 'Don’t go into the cupboard'. the entire contents of the cupboard are strewn across the kitchen floor. the characteristics that you want to have. They don’t discriminate. they will very often tell you the ideas and the things they do not want. Write down all the concepts and ideas that you want to have. everything you want to have and everything you want to do. to the serious achiever who wants the world but doesn’t quite know how to get it. The following goal setting process is appropriate for everyone. The subconscious mind will work to achieve the things that you think about most of the time. Many people have not got a clue about what they really want. the things that you want to own. whether you want them or not. If you have already set goals for yourself. inspire and motivate others to do the same.

Second Stage. cross out anything where you cannot answer. Once your list is written. 'I want this because'. For each item on the list. How to set Goals and Motivate Others Page 316 . As you go through the list. add it to the list. After 24 hours. allow your mind to work on it over the next day. Include every idea you may have discussed with others. Get yourself plenty of paper and start writing and do not stop until you have run out of ideas.Let your imagination run keep it to hand at all times. You will have opened the floodgates of your subconscious mind which will continue to add to the list . The second stage is to start reducing the items on your list. After that time you will have a fairly full list of things that you want. Do not destroy it completely because it may mean that you may be able to answer it later. When you think of another idea. review your list and fill in anything else that has come into your mind and that you have not yet recorded. ask yourself the following questions:"Why do I want to do this? "Why do I want to own this? "Why would I want to be this kind of person? Write each answer in one positive sentence. This process will eventually give you a list of the things that are most important to you and that are in alignment with your values and beliefs.

on a single list. Third Stage. "Emotional well being. At this stage you need to consider what success in every How to set Goals and Motivate Others Page 317 . It will make a real difference when examining your goals. "Fun and recreation. using the categories in the 'Wheel of Life' exercise that is used in the module on Beliefs and Values. Explain why it is a must for you. Make sure that have answered 'why you want this thing' for every goal on the list. How you are growing as a person and. "Financial. "Health and vitality. You should now have a list of goals that you want to achieve. your surroundings). At this point you may add. "Career/work. Keep the goals that you can answer ‘why’ to. Check each goal again. This is the list you are going to work on. how you are living. "Partner/significant other person. Include all the areas of life that are important to you. If you have not done it yet. "Physical environment (where you are living . change or delete some 'areas'. do it now. Personal growth and contribution are two other areas that coaches consider important. You are going to look at the different key areas of your life.You now should have narrowed down your list a little bit. what you are able to contribute back as a coach will be vitally important to you. The areas are:"Family/friends (this could be 2 different areas). "Spiritual life. "Social life.

if I become this person. give it a mark. doing this thing improve my environment? Will it give me better family relationships? Will it improve my social life? How is it going to impact upon my life? Measure it up against each one of those areas of your life that you have deemed as important. Just ask yourself a simple question. this goal will improve this area of my life'. Every time that you can answer. It will enable you to see what is really important in your life. Fourth Stage Now you are going to see how the goals you have listed match up to these important areas in your life. Ask yourself the questions in the defined six or ten areas of your life. including time to think. put more money in the bank? Will being this person. Total up the marks for each goal now. If I get this thing. Which goals scored highly and which achieved a low score? Did you have any surprises? Some may have got full of these areas of life means to you. others very few or none at all. 'Yes. will I be happier? Will it bring me peace? Is it going to improve my health? Is it going to make me richer? Is it going to improve my financial situation. As a coach you will get your clients to do the same. assimilate and get the best out of this process it will have enormous benefits. As a How to set Goals and Motivate Others Page 318 . Reflect upon the things that are important to you. Will achieving the goals enhance your life in each of those areas? Take the time to do it. If you invest a week. Take each and every goal on your list and subject it to close scrutiny. having this thing.

This is something that you choose to do every day. People are very good at justifying and will make up all sorts of reasons why something is absolutely essential. Now is the time to evaluate further. drinking two litres of water and having a time of prayer or meditation. leaving you to concentrate solely on the ones that do. eating healthy foods. Beware of making the question sound judgmental. Within this 'being healthy goal' you could include. having a daily 'workout'. Fifth Stage. Set these two questions up in advance. Look at what kind of goals they are. If to be 'healthy' is your goal. this will also need daily input. Select your top 10 goals. First is the ongoing goal. Encourage your clients to pose that question to themselves. Sixth Stage. They will divide into 4 types. The purpose is to filter out the goals which ultimately will not serve you and your life. It is entirely up to you to decide how How to set Goals and Motivate Others Page 319 . For example your goal may be to devote a certain number of hours per day to reading or to practising the you may invest several weeks with your client in bringing them through this process. Be specific about your goals. "If you choose this thing . That is not the intention of asking it.Is it right and fair to everybody in your sphere of influence and concern? "Will it take you closer to your overall objective? This is a crucial questions to ask yourself.

People fail to achieve their goals because they have not fully explored the How to set Goals and Motivate Others Page 320 . 10% is the will achieve your goal on a daily basis. short. Get fully associated with each goal. It might take up to a week for you to have a story for each goal but it is a powerful process to complete. When you do this with a client. in more detail why you want to reach the goal. Seventh Stage. Do that now. These are goals that can be achieved within a week to a month. Take each one of the original sentences attached to your goal and expand them. Second is the short-term goal. Finally you will have long-term goals which can take a year or more to complete. Explain to yourself. medium or long term. Elaborate. For example a change in career or location. Third are medium-term goals. An example of a short-term goal would be to clear the clutter from your office or to contact your old friends. Now identify your goals as ongoing. sell yourself your dream in the first person. Most people overestimate what they can do in a year and underestimate what they can do in a decade. All goals need to be set within a realistic timescale for achievement. do not expect them to come back with results sooner than a week later. such as reaching your target weight or sorting out your finances. 90% of success in achieving your goals is all about the why. which take between a month to year to achieve.

They are generally about activity. This stage can be very empowering. get fully associated with the 'why' again and start to write down all of the actions that you would be a) prepared to take and. Certainly. Do this for each individual goal and the points of action. Start this now. Just write everything down. You have got to be before you can do. Take each of your top 10 goals in turn and create a ‘to do’ list. It might take another 24 hours. List all of the people you might need to get in touch with for help and advice. 'Why do I want this? What will it mean to me? What will the benefits be? They have not become fully associated and immersed in their goal. Now you know why you want these things you can go to the next stage. For each goal. as soon as you take things off. the people you need to work with. do or become the things on your list. Eighth Stage. b) must take. How to set Goals and Motivate Others Page 321 . what you need to learn. more go back on. Don’t start judging whether you will or will not at this stage. Ninth Stage. Now you have created for yourself the most ‘awesome’ list of reasons why you must have. This list will never get finished because. what you need to understand. some of your clients will be as focused as they have ever been in their lives. the skills you might need to develop.questions. to achieve that goal. You have got to do before you can have. You’ll find one thing triggers another and you will have a long list. they are very seldom about achievement. This is a ‘green light’ thinking session.

30 months.When all nine stages are completed you will have an almost complete picture and a reasonably complete list of goals that are going to make up your next 30 days. switched-on. Finally . Do it now. Write down all the amazing things you did. gently rocking backwards and forwards and go back over your life. stress free. Ongoing ones are obvious because.the rocking chair test. the fantastic places you have been. hard working. Write it as though it has happened or is real right now. whatever the age is for you. This should take several pages to describe the awesome life you have led and the amazing things you have done. sit. All the other things you can now be assigned a time because you have the believability that you can now achieve things by a certain time. or want to become. The complete story of your life. family orientated person that you’ve become. for a certain time. Tell yourself what has and is still happening. You have been away and designed an amazing life. is likely to be. and 30 years. they are frequency related. wander out into the future and sit down in your rocking chair at whatever age this new. Take as long as you need before continuing. became and things you managed to accumulate in your life that were important to you. A goal is a dream with a date. You now have a complete picture of how you want your life to be. 102 or 120. motivated. healthy. This brings it all together and starts to make it whole. happy. Close your eyes. Whether you are 95. You can now put a time on to each one of those goals. the people you have touched and the changes you have made in your own life. How to set Goals and Motivate Others Page 322 . Set your goals within a specific timeframe.

You can remember the process by using the acronym GREAT. Set specific dates for the action. you have taken a complete inventory of the actions you are prepared to take and you have put a time phase on it. Your goal will remain a dream unless powerful purposes combine with action planning to arrive at a pre-determined place in time. You can arrive there provided that you have got your ‘why’ absolutely clearly focused in your mind. How to set Goals and Motivate Others Page 323 .Give each one a start and finish date. Just think of GREAT goals. What are you willing to do? When will you do it? T is for timed. G is for gather. Ask why these goals are important? E is evaluate. R is for review. this is a good place to start. A is for action. You can choose to lead your coaching clients through this full process. Measure your goal against the criteria of your values. Read all you can about the different approaches and select the one that is right for you and your client. If a client really does not have any idea of where they are going or what they want out of life. Collect together all your ideas. Your clients certainly need to set goals. It is true that the credible coaches 'walk their talk'. Many books have been written on goal setting and each author has their own 'golden formula'. It also works with those who have not been able to achieve goals in the past.

Know what will be happening to show you have achieved it. If you do something in the same way every day it will soon become a habit. Sometimes priorities and situations change. See it in your mind. Goals must be written down. After a few weeks you may need to update it. It makes them a reality. You need to have your goals in the forefront of your mind. A goal that is written stands some chance of achievement. something you can see and touch. It is a good idea to write a summary of your goals on a card that you carry with you at all times. Reviewing means reading your card each morning and each evening without fail.Here is a reminder of the guiding principles that underpin the goal setting process… Goals set must be congruent with your values. Know that everything you say. It will soon disappear. Others collect cuttings or pictures that relate to their goals. It is crucial that the goals match with your clients’ values. a fantasy or dream. This chance can be increased to a certainty when your written goals are reviewed regularly. the one you used to create the card. This will make it easy for your next vital step of reviewing them. The act of writing down your goals will engrave them in your subconscious. When a goal is achieved. A goal that is not written down is a vague notion. celebrate and How to set Goals and Motivate Others Page 324 . think and do is moving you nearer to your goal. Some people prefer to capture their goals in a drawing. Goals must be reviewed regularly. Once a week return to your original goal list. Take a minute or so over each goal. Your subconscious will work on achieving the goals that you set. If they do not they will not be achieved or they will not serve their overall objectives.

An example would be. your goals are directed at your subconscious. As a coach you will help your client set long. Goals must be specific. 'I want to lose weight' or. I want to speak to people in a relaxed and confident way. Then. update it with a new goal. In this way you will keep moving forward. medium and short-term goals. Goals must be framed in the positive. 'I want to stop being shy'. You can take it one stage further and phrase your goals in the present tense. It must be more concrete. 'I want to give up smoking' or. Use phrases that say 'I am' instead of 'I will'. 'I am getting closer to my target weight every day' or. Although the subconscious is amazingly powerful. conscious mind will have trouble with this idea but your subconscious mind will not have a problem. They should be able to describe each goal in one sentence that is clear and specific. It simply accepts whatever you put into it and moves you towards achievement. A client may need help in bringing clarity to their goal. such as 'I want to travel to three different European cities within this year'. is too vague. Possible 'reframes' could be… I want to enjoy the health and freedom of being a non-smoker. Your client may be phrasing their goal in negative terms. 'I am enjoying the health and freedom of a non-smoker'. Reframe these goals to be positive. For example. There How to set Goals and Motivate Others Page 325 . Remember. it is unable to distinguish between the truth and a lie or between positive and negative. My goal is to reach my target weight of 140lbs by Christmas. Your logical. 'I want to see the world'.congratulate yourself. You need to be really skilful at questioning your client in order to elicit a goal.

How to set Goals and Motivate Others Page 326 . I am moving closer to my goals'.is a useful catch-all phrase. 'Every day and in every way.

'What do you see?' 'What can you hear?' 'What are people saying?' 'What are you doing?' 'What are other people doing?' This process motivates the client by making the goal personal and tangible. provides an identified performance level that will give you the best chance of achieving the end goal. You should encourage your client to set challenging goals. Goals must be measurable. They must establish a way of measuring the outcome. Financial or weight loss goals are pretty straightforward as they can be quantified in figures. the final outcomes are not absolutely within your control as other factors come into play . In some end goals. Sir John Whitmore makes a clear distinction between end goals and performance goals. An end goal could be to 'be promoted to sales manager' or. The end goal is focused on the final objective. When goals involve personal relationships or personal development. Goals must be challenging.Goals must be captured in the imagination. You need to lead your client to define how they will know when they have achieved the goal. that is better than no measure at all. Ask them. to 'be offered the lead in a Broadway play'. Even if the only measure the client can put against the goal is that they will 'feel better'. on the other hand. Encourage your client to imagine achieving their goal.for example the performance of your competitors. The per formance goal. You must determine a means of recognising when you get there. To set a goal without at least one measure of its achievement is like planning a journey without a destination. the measures are less clear. If a goal is too How to set Goals and Motivate Others Page 327 .

Goals must be legal and ethical. Attach times to each of the action steps you plan. Place all goals within a timescale. Attach a start and finish time. Goals should be… SMART How to set Goals and Motivate Others Page 328 . There are many acronyms to help you in the goal setting process. This will aid the process of keeping on track and keep the mind focused. you will need to carefully question the client to set a more realistic goal! Goals must be set within a timeframe. A bored unchallenged client is an unhappy one. they can turn those dreams into ambitions and those ambitions into goals. then do not coach them. The ones that follow will help you to remember the important elements as you work with your clients. Goals should be for your own good and the good of others. you can expect that these areas will be in tatters while you bank your loot. If you set a goal to be a multimillionaire and neglect your family relationships and health. Goals must be set in all areas of life. within the boundaries of the law and ethical standards. If your client dares to dream and dreams big. If a client who smokes 40 cigarettes a day and is overweight sets a goal to be the next 100m Olympic Gold medal winner. If your client is setting goals that are illegal or immoral or if their goals do not fit within your own ethical standards. Goals must be achievable. It is important to gain and maintain a balance in life.easy it is not a real goal. Your client will become disinterested and bored.

How to set Goals and Motivate Others Page 329 ."Specific "Measurable "Agreed "Realistic "Time phased. "You have set your own exciting goals for your life ahead. Goals should be… PURE "Positively stated "Understood "Relevant "Ethical. Turn to Activity 4. Review what you have learned so far:"You have learned a detailed goal setting process that is linked to core values. "You have learned about the power of the subconscious mind and its importance in goal achievement. "You have learned why the goal setting process is so important for success. Goals should be… CLEAR "Challenging "Legal "Environmentally sound "Appropriate "Recorded. "You have identified what elements must be present for a goal to be effective.

As their coach you need to see how these levels can be improved. This focuses them upon what they want to achieve first . Remember all the characteristics of an effective goal as you work with your client. with your client their level of commitment. enthusiasm and intention to carry out the agreed actions.rather than thinking of the possible difficulties that may prevent them from setting a challenging goal. You help your client to set their goal before you explore their current situation. it is important to establish a goal for the session early on. The GROW model is discussed in more detail in the module called ‘The Coaching Model of Achievement’. when you check out. it suggests the following steps to consider once an objective has been defined. Remember if the client gives a level of 7 or below out of 10. In brief. Keep your client motivated and on track to achieve their goals. What is happening? What has happened so far? O Options: What are the options available to move you forward W What are you going to do? When you work with a client in a coaching session. G Goal: The client sets a goal R Reality: You explore the reality around the situation. This is an important part of the process. it is unlikely that they will carry out the action. The final part of the process is the 'nail down'.In your coaching sessions you will work though the goal setting and action planning process and the GROW model provides a basic structure to help you do it. How to set Goals and Motivate Others Page 330 .

in order to reach worthwhile objectives . 'I had an outstanding time’. It is the key to using the abilities. Once you will take action on it. Many who have heard a speaker. Pain and pleasure motivators. But some people do not. 'It was excellent' or.Motivation. listened to a tape. you have a good time. your encouragement. Motivation is the incentive to get things done. You can really do some important. The job of a coach is to push. that will correct some area that is going wrong. or further enhance an area that is going right . to challenge and to motivate clients so that they can gain the experience of feeling ‘Wow that was good' or. This happens through your effort. How to set Goals and Motivate Others Page 331 . Sometimes a bit of a push is needed. or listened to advice find that the ideas and good intentions rapidly disappear. This happens because their situation was not uncomfortable or painful enough to spur them into action and sustain their initial enthusiasm. Motivation is about drawing out what is already inside. powerful and motivational things if you are given a bit of a push. They may tell one person in their first flush of enthusiasm. If someone gives you advice or information that you feel is important to you. knowledge and talents that you have. that will measurably change your life. You may have been in the situation where you are asked to go out and you cannot really be bothered. and through your ability to sell your client on their own ideas.your goals. read a book. but several days later they are not taking any action on it at all.

to have all the things in their life that they wanted. Generally. if there was no pain or discomfort it was not important enough. motivational. You are motivated when you respond to the situation by being positive rather than reacting. to do what they wanted to do. It is only the unfulfilled needs that do so. to have this real pleasure of getting all of those things was not real enough. Be very careful. You need to have a good relationship with your client and well developed rapport skills to do this. to be what they wanted to be. The downside has got to be what happens if they do not do them. To achieve their goal. they can’t get star ted? What happens if they don’t follow through? What happens if they don’t take action? For a lot of people – nothing will happen because they simply do not know what they have missed. despite setting their goals. Your most difficult times can be the powerful motivating catalyst that kickstarts your action. One technique you may use is the positive and negative rocking chair test. So. How to set Goals and Motivate Others Page 332 . What happens if. If people have set positive. They had not truly associated themselves with it. Some discomfort has to be created and associated with the things that are not wanted in life. how do you get people into action? How do you motivate the client who has set all these great goals but is consistently failing to follow through? By using the power of discomfort or pain. switched on goals then there should only be an up side. Pleasure and pain are equally powerful forces that can drive and motivate.Stephen Covey says that satisfied needs do not motivate. You need to be very gentle and have your client’s permission to do this. which is negative.

as they get to each new five-year segment? Get them to verbalise what’s different about their life. Goal setting gives a person choice. It will give you a better idea of how to How to set Goals and Motivate Others Page 333 . it is important to run that process through for the negative and then for the positive and for each of the goals they have set themselves. in the important areas that goals have been set. So no action was taken. so dismal. Try this activity on yourself first. Regret weighs tons and commitment weighs ounces. Let them see how life is being led to the full. Remember. commitment and enthusiasm. visualise the same periods as good as they could possibly be. Take five-year blocks in the future help them paint the bleakest scenarios that can be imagined if they do not achieve their goals. Creating motivational discomfort. It is about helping them paint a picture so dire. Determine what changes. You must always end on the positive. to a place where they did want to be . When you create massive amounts of discomfort and challenge. it is necessary to create massive amounts of pleasure to balance. so bleak that it forces them into action. renewing their hope. There was no difficulty associated with not achieving the goal. Get them to decide which path is the one that they want. So how do you associate a high enough level of discomfort to overcome this inactivity and reluctance to act? It has to be about encouraging them to look into the future. Make sure that they understand fully what the total picture looks like for not achieving each goal.there was no real gain involved. Then.If it was not a goal that would get them away from a place where they did not want to be. Either they want to lead a life of fulfilment or one filled with the misery of regret.

or something you have preagreed you can say or do. not a therapist! Experiment with different 'challenging' techniques. Then complete the process by going out into your positive goal achieved future. Your client needs to be emotionally stable to use this process. As you go out into the future. By associating pain and pleasure and using the rocking chair test for each of your own 10 goals. associate with what it feels like and do the pain part first. You are a coach. create enough awareness to show a ‘hell if you don’t' scenario. that will immediately stop their thought processes from going down a certain path and take them down a totally How to set Goals and Motivate Others Page 334 . it is vitally important that you gain their permission and that you fully explain what you are going to do.conduct the process if you need to use it with your clients. You just need enough to get you into action. You can do this process with your top 10 goals individually or group them all together and do it in one big process. you will gain a better understanding. You could find it is powerful enough to motivate you to take a different course of action. Do not do it so well that you create massive stress in yourself or your client. A bail out anchor is something that you can say. When you do this for other people. you need to put in all sorts of bail out anchors that you can use to be able to re-establish rapport and to bring their equilibrium back to a level that you can manage. If you do something that needs you to change the client’s state massively. Take a good look at each goal. You need to gain skills in both doing and undoing.

It is getting them associated with a feeling of pleasure. straightforward confrontation such as – 'Well. let’s not bother then. If you are taking someone to a position of discomfort and you need to undo that.different path. then something is possible. any positive state of mind that you can 'tap into' by asking a question. by asking stories about some of the things they did that they are particularly proud of. Make sure that you always have a method. Relieve the pressure. Once you have got someone to the point where they believe they can do it. you have got to change his or her state massively. Write down the five challenging questions that you could ask in this situation. a feeling of power. You need to make sure that you have got a state that you can take them to in a very short space of time with a very few words. You may have done this through your rapport skills. and an agreement from them to be able to complete the process and take them through the pleasure part. they will not take action towards it. 'How serious are you about your future?' or 'What value do you place upon yourself?' Sometimes. you may have discovered a particular strength that lies within that person and that you are able to remind them of. That gives them lots of resources that they have available to them immediately to break the state of pain. In that process. You can ask. we are totally wasting each other’s time' How to set Goals and Motivate Others Page 335 . a feeling of ‘unstoppability’. That is powerful. Turn to Activity 5. If they believe it is impossible.

This is much easier to do if you are coaching face to face.– immediately unlocks them and brings the response. The thing to do then is to use some bail out questions eg ‘What strengths have you got now that are going to help you in the future?’ 'Remember what you did in x situation'. As soon as you have got their belief that they could change. ‘Stand up. get a glass of water and come back and sit down with me. Use the same process with very gentle questioning. When you ask a question give them time to process but make sure that they are talking to you. Then sit them down and take them out into the future. for the different things that could happen or occur in their life that are important to them.’ Make sure you get them to move. get them breathing. ‘What’s going to happen if you are able to do this?’ ‘What’s going to be the best thing that’s going to happen?’ ‘Who are you going to be able to affect if you are able to do this?’ ‘How’s your life improved as a result of this?’ ‘What’s it going to look like 5 years down the road?’ You really do build on the pleasure part. This immediately starts to focus them on strength centres and strengths within themselves. Keep looking for the personal areas. You need to be able to listen carefully and make sure you get the feedback if you are coaching one to one. If they have gone very quiet you have probably already hit the right button. for the motivational areas. ‘Well I probably could if you gave me some help. Then literally tell them. you’ve got to ask them what would happen if they don’t.’ You must begin with gentle questioning in terms of developing the discomfort and challenge. How to set Goals and Motivate Others Page 336 . but are not going to happen if they do not take this action. Keep digging. Over the telephone you need to develop excellent rapport skills to do this. change their physiology.

You are being 'tough' not 'rough'. Music is a powerful motivational medium. Practice with people who will allow you to do this. to give you the motivation you need to keep going that extra mile. Remember you want to challenge your client not hurt them. It is important to work on your own motivational state. make sure you have got good rapport with your client. that is 'state inducing'. cheer. which will bring back these positive pictures of your future. If you have got a favourite piece of music.So. Make sure when you are working on your pleasure or power state. Mix with motivating and positive people. in difficult times. to listen to inspirational speakers and trainers. that you have music playing. You constantly need motivation in both good and bad times. practice in your everyday conversations. you lose that energy and negative results follow. It can inspire. you get energised and excited. make sure you take your time. Get into the habit of using motivational books and tapes. calm and soothe. Stick with the pain / pleasure / power programme of developing motivational goals to force you into action. select powerful pieces of prose and music. When you expect that something good is going to happen. and to get access to information that continues to pour the 'good stuff' into their minds. When you fear loss or something bad. use it. This will become an anchor for you that you can continually associate with. when you are going out into your future with the total belief you are going to be able to achieve everything you want. It will stop you doing the things you shouldn’t and enable you to develop the energy and power to do the things you should. when you are coaching build up slowly. Encourage your client to find motivational books. When you read and How to set Goals and Motivate Others Page 337 . That is sometimes all that is necessary.

we have as much energy as we need to do the things we want to do. We learn by trying things out. The third is to belong to a group or community. The second is for shelter and safely. the things we want to do will not pass these two questions. Scientific research has proved that an How to set Goals and Motivate Others Page 338 . If you have a client in this situation you need to encourage them to shake off their fear and move on. The fifth is to develop self-esteem. Motivational speaker Zig Ziglar says. The most successful people in life are the ones who have learned from their mistakes and transformed their failures into new opportunities for growth. you look to satisfy the next. which are said to motivate people into action. we want to do all the wrong things. which is as important as feeding our bodies. They want to make a real contribution to others. Make motivation a habit. American psychologist.listen to motivational material you feed your mind. 'Is it fair to everybody that is involved in this process?' 'Will it take me closer to my major objective in life?' Great motivational speakers can literally create the energy to become enthusiastic and achieve. by making mistakes. These people are concerned that their lives have meaning. never a person'. by learning from them and by trying something new. value and purpose. The fourth is to receive the esteem of others. a hierarchy of human needs. As a coach it is important to be familiar with these needs and recognise them in your clients. The final stage is to be what Maslow calls a selfactualiser. The problem is. Abraham Maslow developed a structure. They are key motivators and a good coach is the catalyst that helps others achieve their full potential. A lot of the time. The basic need is for food and water. The most common excuse for not taking time to get motivated is lack of time! But. Failure can be a motivator. 'Failure is an event. As each need is met.

"Listening to motivational speakers and tapes can increase our energy. just as importantly. A picture of a bleak future is often what is needed to motivate. "A process to use with clients when they are consistently failing to follow through on agreed goals. are increased. Constant reinforcement of these motivational messages will feed you. the levels of serotonin. "Questions use with clients to improve motivation. all your goals and. you will help your clients to do the same. "You need to feed yourself with motivational materials to feed your mind with positive messages. "The need to challenge clients by asking about the consequences of not following through with their goals. "The need to remind clients of the strengths they already have and how they can use them to good effect in other situations. "Using music and prose or poetry can motivate us and provide us with powerful anchors. along with the endorphin. dopamine and other neurotransmitters. You will achieve all that you deserve.inspirational message creates an excitement that activates the brain. the 'feel good' chemical. Summary "Continual motivation is what is needed to help us to achieve our goals. "That failure can lead to motivation. How to set Goals and Motivate Others Page 339 .

notice the red cars on your journey home. for example.Activity 1 Here is a game that you and others can play over the next few weeks. Ask a person who has been noticing red cars. Set yourself some observation goals. One of the key issues here is to note the effect that setting these goals has upon your perception. Choose any potential subject. What does this exercise teach you? How to set Goals and Motivate Others Page 340 . notice the people wearing aftershave or perfume. in the newspapers or in the shops on a particular day. how many blue cars there were on the road. notice the number of 'sales' on TV.

'Will having. "Career/work.for example… "Family/friends (this could be 2 different areas). Step 3 – Decide the most important areas of your life . do or have each item on your list. "Spiritual life. change or delete to include all the areas of life that are important to you. If you can’t do this with any of them. "Physical environment (where you are living . then cross them off. "Emotional well being. "Health and vitality. "Social life. be or have. "Fun and recreation. Add. Devote ample 'thinking time' to each stage. Define what success means to you in each of the life areas you have identified. Step 1 – Write down all the things you want to do. your surroundings).Activity 2 This is the process to help you set short. medium and long term goals. how you are living. "Financial. Step 2 – Write in one brief sentence why you want to be. How to set Goals and Motivate Others Page 341 . being or doing this thing improve the areas of my life that I deem are important ?' Give one mark for each 'Yes' answer. Step 4 Take each of your goals in turn and ask the question. "Partner/significant other person.

"the actions you need to take. "medium term goals that may take between a month and a year. "what you will need to do to achieve it. How to set Goals and Motivate Others Page 342 . "the people who can help you. Step 7 For each of the goals on the list expand your 'why'. These are the ones you are going to work on. ask if it is right and fair to everyone in my sphere of influence and concern and if it will it take you closer to your overall objective. Write this down. "what you need to understand. Step 9 Make a list of:"the people you need to work with or. Divide your goals into 4 main groups:"Ongoing goals needing daily input. "what you need to learn. "the skills you might need to develop. Explain to yourself fully.Step 5 For each of your goals. Step 6 Put your goals in order. Take your top10 goals. Step 8 Take each goal in turn and make 2 'to do' lists for each to show:"what you are prepared to do to achieve it. why you want to have this goal and what it will mean to you. "long term goals that may take longer than a year. "short term goals to achieve within a week to a month.

How to set Goals and Motivate Others Page 343 .

Step 10 Do the rocking chair test. the amazing things you’ve done. the people you have touched and the changes you have made in your own life. How to set Goals and Motivate Others Page 344 . Place your goals with their action points. fantastic things you’ve seen. Fully associate with it. Imagine the wonderful life you have designed for yourself. Visualise it. Remember a goal is a dream with a date. within a timeframe. Write down the story of your incredible life. Take yourself out into the future at age 95. Put a start and finish date on them.

Activity 3 Reframe these negative goals into positive ones. 'I want to give up smoking' – 'I want to lose weight' 'I want to stop being shy'- How to set Goals and Motivate Others Page 345 .

______________________________________________________________ 10. ____________________________________________________________ 12. ______________________________________________________________ 6. ____________________________________________________________ 11. ____________________________________________________________ How to set Goals and Motivate Others Page 346 . explain why they are important. ______________________________________________________________ 3.Activity 4 Record the 12 guiding principles to remember when setting goals for yourself and your client. ______________________________________________________________ 2. ______________________________________________________________ 9. ______________________________________________________________ 8. ______________________________________________________________ 4. 1. ______________________________________________________________ 5. ______________________________________________________________ 7.

______________________________________________________________ 4.Activity 5 Experiment with asking challenging questions. ______________________________________________________________ 2. 1. This can be in any area of life. Phrase them in a way that will make the person aware of the consequences of their behaviour and the advantages of following through with a positive action. Use this in an appropriate setting and with a suitable person who has agreed to take part. Write down five questions that you could ask to create challenges. ______________________________________________________________ 5. ______________________________________________________________ 3. ______________________________________________________________ How to set Goals and Motivate Others Page 347 . Alternatively get someone to role play with you. Think of a friend or colleague whose behaviour is stopping them from making progress.

Lisa. The family expenses are rather high as they have a large home and an expensive lifestyle. ______________________________________________________________ 5. Regional Sales Manager for a large manufacturing Hobbies: Golf. ______________________________________________________________ 3. tennis. Family: 3 children Todd 2. Age: 30 yrs old. Married to Jenny.Activity 6 Client profile: Steve. So far he has not had much success in following through on his action plan. 1. Devise five questions you could ask Steve around this situation and give a rationale for each one. ______________________________________________________________ 4. Steve is your client and you have been coaching him for 3 months. He is ambitious and his career has progressed fairly rapidly. Steve has set goals that are working towards developing his skills and knowledge in preparation for an interview. ______________________________________________________________ 2. Occupation: company. 4 and Paula 6. The opportunity for promotion has arisen within the company for the post of overseas manager. ______________________________________________________________ How to set Goals and Motivate Others Page 348 .

Activity 7 What strategies do you use to keep up your own levels of motivation? How to set Goals and Motivate Others Page 349 .

Activity 8 What are the lessons you have learned about motivation in this module and how will you use them with your clients? How to set Goals and Motivate Others Page 350 .

HOW TO SET GOALS AND MOTIVATE OTHERS How to set Goals and Motivate Others Page 351 .Weekly Learning Journal Sheet WEEK 8 .

COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2.1. etc. internet. PRACTICAL EXPERIENCE (No. books.) KEY LEARNING POINTS: How to set Goals and Motivate Others Page 352 . journals. talks. of practical coaching sessions this week) KEY LEARNING POINTS: 3. RELEVANT READING/RESEARCH: (articles. tapes.

Coaching Skills Program Week 9 DISCOVERING YOUR COACHING STRENGTHS © 2011 The Life Coaching Academy Version 2011/1 .

"Hear how our coaches have developed their skills through The Coaching Academy course. The permutations of Academy coaches’ experience and backgrounds are infinite. team leaders. "Learn about executive coaching. beauty therapists. human resource personnel.Week 9 DISCOVERING YOUR COACHING STRENGTHS In this module on niche coaching. "Take a look into the future to predict how we envisage the coaching profession to develop. "Help you discover your own niche. These coaches are general practitioners who usually work on personal issues. etc. managers. fitness instructors. you will:"Explore the differences between niche coaching and general coaching. They don’t specialise in any particular area of coaching. what that unites them all is the desire to “make a real difference” in the lives of others by helping them to move on and achieve their full potential. but address all aspects of Discovering Your Coaching Strengths Page 360 . – the list is endless. People train as coaches either to enhance and develop skills for in current careers or to launch their own private practice as a coach. The skills that you have developed as a coach are very marketable in many different settings. trainers. "Identify the current niches where coaches are operating. However. Some are therapists. "Hear how some of our coaches are using their coaching skills to good effect in a variety of different settings and situations. teachers. Many coaching practices are set up to work with individuals from various walks of life. "Draw distinctions between personal and corporate coaching. entrepreneurs. Academy trainee coaches come from a wide variety of backgrounds. counsellors.

and expertise that Discovering Your Coaching Strengths Page 361 . List the skills. The possibilities are endless. partnership coaching. Each client has his or her own highly individual life plan and goals. you need to keep informed of current trends. singles coaching. personal coaching develops along certain lines. your practice will grow and you may be led to specialisation. To ensure that you are a market leader in your niche coaching business. Consider the profession or business area that you have a working knowledge of. there has been growth in niche market coaching. Some coaches find that their private. The general coaching practitioner deals with wide and varied issues. they want to lead amazing lives. This still remains the domain of the client. but an empathy with a situation gives the coach a heightened understanding of the issues brought to the coaching sessions and it can help in raising pertinent questions. To be one step ahead. and career coaching. knowledge. Often. parent coaching. for example: spiritual development Many coaches have tailored their practice to better service the needs of existing contacts or customers. “Life balance” is a theme that coaches hear over and over again and clients need support to make the most of their time and to achieve the life they want. challenges and demands that exist or are likely to arise in the future. The clients they attract want to effect a change in their lives. The coach needs to use his or her knowledge appropriately. The “expert” coach needs to guard against projecting his or her own experience onto the client. Brainstorm the changes. Who better to appreciate the stresses and challenges facing a particular profession than a coach who has experience in that field and who can foresee any associated needs? Having prior experience and knowledge should not result in a coach providing answers. you will need to be one step ahead and help your client address current issues as they arise. Once you build a reputation for excellent coaching. they are committed to personal development and take their life and how they use it seriously. As the coaching profession has developed.

the skills of coaching are transferable and can be used in any context. In this way they tackled the cause of the problems. Actively seek opportunities for coaching and find ways you can support your potential clients. Provide a clear rationale explaining the benefits to the client of using your services. This led them to the conclusion that the tennis coaches were concentrating on the technical faults in the client’s performance. their performance was similar to that of their tennis-playing colleagues and on a couple of occasions it was actually better. Devise a clear set of objectives for coaching in that sector. not the symptoms as the experts had. by being neutral. within your area. co-founder of Inner Game Ltd. they can truly follow the lead of the client and encourage true responsibility. whereas the ski coach was unaware of such technical faults and relied on the participants’ selfdiagnosis of body efficiency. The use and development of existing networks and contacts is invaluable when developing your niche market. This will help you plan to target your work to a niche have that will give you credibility. Turn to Activity 1 in your workbook. they trained their tennis coaches to detach themselves from their “expertise”. Make a list of all the people you can approach. As we have said. Keep your ear to the ground and open your eyes to the needs around you. They think that coaches are less likely to transfer their own experience into the situation and that. There are those who maintain that the coach does not necessarily need to have knowledge of the area being coached. quotes a situation where they used two Inner Ski coaches to coach on an Inner Tennis Course. Using the same coaching techniques. John Whitmore. your experience will give you credibility and open doors for you. As a result of this discovery. Nevertheless. in niche coaching. Discovering Your Coaching Strengths Page 362 . with Tim Gallwey. Word of mouth still is one of the best ways of developing business.

The rest is history. You will need to hold your client’s vision when they get tired or despondent. you have a real passion for what you do. Many coaches offer sessions at the fitness or health clubs they belong to. Cheryl is one of the top coaches in the USA. She always wanted to inspire her audience through the characters she played – to change their own lives for the better. those who want to plan for a fulfilling future.Some coaches use a life situation. This led to her training others. Another coach uses her experience and passion for working with dyslexic and dyspraxic children to coach families who are struggling to cope with a child with special needs. It is important that. Therapists have used coaching as a vehicle to work in specialised areas such as stress coaching and self-esteem coaching. She is enjoying her new career where she can inspire and encourage others – a real example of a coach “walking her talk”. Many of the world’s top coaches have developed their coaching practices by identifying a need in the market or as a result of unconsciously providing a “coaching” service as they interacted with colleagues or customers. She is an incredible lady with a whole range of life changes and life experiences behind her. interest. Career coach Laura Berman Fortgang was once a professional actress. Often they have already-built relationships and have a target group who are interested in their own wellbeing. as a coach. Activity 2 in the workbook will help you explore your interests. Cheryl Richardson was working as a tax consultant when she realised she was being used more and more by her clients as a sounding board to discuss their lives and how they were going to make decisions or solve dilemmas. to improve their Discovering Your Coaching Strengths Page 363 . Clients must believe that you can really help them make sustainable changes. hobby or passion to develop a niche market. She gave up helping them fill in their tax returns and instead turned her attention to life planning. One of the oldest coaches to qualify through the Academy specialises in coaching people approaching retirement. using acting techniques.

Corporate or business coaching is an area where many of our coaches operate and the module on corporate coaching deals with the whole aspect of this type of work in depth. both from the friends and their anxious parents! The coach was able to remain detached.communication skills and further their career. Notice if there is a pattern. It was only a small step for her to become a successful career coach. The students set focused and exciting goals for their future and planned the action steps to take them there. ranging from coaching individuals and executive teams in large companies and institutions to coaching owners of small. This is Activity 3 in your workbook. Some coaches set up team coaching sessions for clients with either similar backgrounds or needs. where people can be put in touch in seconds via the Internet or e-mail. A coach who found herself talking to her children’s friends about their study choices and future career paths found herself increasingly in demand as a coach. Think for a moment about all of the situations/places where you find yourself helping and supporting others to learn. Over the next few weeks. you may use that to define a niche market for yourself. make a list of all the situations where you are asked for advice and support. Coaches are hired to work in all types of situations. Modern technology and the computer age have turned the world into a global village. improve performance and grow their business. telephone coaching or on-line sessions. progress. and make decisions. If there is. she had no preconceived agenda and the sessions were very medium-sized businesses. Coaching is gaining popularity with companies as they seek to develop staff to achieve their full potential. This is done either through arranging meetings. Discovering Your Coaching Strengths Page 364 .

Very often in these situations the independent coach is led to deal with personal issues. which can have a major bearing upon an employee’s performance. Clear ground rules need to be established with both the client and the employee so that the coach can maintain professional integrity. The coach has raised their awareness and helped them get back on track by identifying their core values and desires and by planning a way to achieve them rather than struggling to survive. Training with the addition of coaching increases productivity to an impressive 88%. It Discovering Your Coaching Strengths Page 365 . broken relationships and. developing high-performance executive teams or individuals. Some companies employ ‘in house’ coaches as an essential part of the staff development team. In the busy and competitive world of work. This often results in poor health. Coaching executives is another area where coaches work. many are finding it increasingly difficult to balance the demands of the job with the personal needs of the individual. When the coach works within this situation. poor performance. and career coaching. Many executives have found enormous benefits from working regularly with a coach. Coaching is rapidly gaining ground as an effective management style and is viewed as an essential part of a manager’s toolkit. Areas of executive coaching can include leadership development.Research by the International Personnel Management Association indicates that training increases productivity by 22%. sometimes. An executive coach works in large corporations with individuals or teams. it is important to clarify with the client the purpose and focus of your work and how they require feedback. interpersonal and communication skills. There are various styles of executive coaching which the coach will negotiate with the client. An external coach may be used to support a company through a change or to complete a particular project.

encourage creativity. as they become familiar with the wider public. Changes in culture. In the future. as perceptive. people make life-changing choices. people will continue to work with coaches on an individual Discovering Your Coaching Strengths Page 366 . Health and education services are becoming aware of the power of coaching and are seeking ways to understand how to use it within their institutions. We can be sure that humans will still be seeking to improve the quality of their lives. There are many. only the welfare and success of the client at heart. provide motivation and encourage real responsibility and choice. confidential sounding board who has no hidden agenda. In companies where there has been a culture of blame managers are realising the need to develop the workforce. Coaching is becoming the ‘buzz’ word in many professions. become more popular as it is proven that they get results. it is important that you view the client as a whole often a lonely position at the top of the corporate tree and the executive has valued the coach as an independent. increasingly. we are able to make a good prediction that. like personal trainers. the only way managers of the future will be able to keep up with the demands of their jobs and improve the performance of their staff is by learning about people and learning how to coach. coaching will be at the forefront of any personal and professional development programme. Whatever type of coaching work you decide to develop. work and society will demand that. Already coaches are featured in the media and. proactive and informed human beings. It is sometimes necessary to remind the client of that fact too! As coaches we are not able to look into the future. in the world of the 21st century. but. many openings for coaches to work in these situations. they will. With the constantly changing world of work.

become more adaptable and marketable. The 21st century will bring exciting and broadening challenges and changes. Managers and corporate executives will rely on coaching to help them keep up to date. The effective coach will be well equipped to guide and navigate clients through the exhilarating journey ahead.basis to keep themselves fresh and constantly upgrade themselves. their lives and their careers. People will always want to achieve a balanced. discover what is important to them and keep on track. Discovering Your Coaching Strengths Page 367 . healthy and fulfilled life and the coach will help them prioritise.

Coaching is the best and only approach to offer such energising and speedy transformational solutions. What great support for real change.Here are quotes from Academy coaches who have qualified and are working in the field… “I have been involved in personal and organised development for more than 15 years. growth and fulfilment.” Jasmine Shekleton. Academy delegate – Feb 2000 “I have found what I want to do. Being a life coach enables me to help individuals make a real. encourages and motivates people to perform at their best and turn their lives around – as I have done – whilst at the same time driving personal growth. Academy delegate – Sept 2000 “I feel immensely privileged to be part of a profession which supports. Academy delegate – Feb 2002 Discovering Your Coaching Strengths Page 368 . satisfaction and fulfilment!” Paula Heap. Academy delegate – March 2000 “I am a psychotherapist working with the past. mainly in the public sector. I have become a passionate coach.” Leda Macfarlaine. How wonderful to be able to take my clients on to the future with coaching. positive difference to their lives!” Linda Qualdrough.

challenges and demands that exist or are likely to arise in the future. etc. "Make a list of all the people you can approach.) "List the skills. associations. Discovering Your Coaching Strengths Page 369 . to discuss coaching. experience and expertise you have in that field. "In the space below. within your specialist area. Make a list of all the ways you can keep informed of the current developments in the field – people.Activity 1 Consider the profession or business area you have a working knowledge of. knowledge. brainstorm the changes. books. websites. (Keep informed of the current situation to be one step ahead.

Discovering Your Coaching Strengths Page 370 ."Devise a clear set of objectives for coaching in this sector. "Describe the intended outcomes. the benefits of using your services and how you propose to work with them. "Write a 2-5 minute presentation explaining to your potential client your aims.

groups Action steps (with date) Discovering Your Coaching Strengths Page 371 . Hobbies. hobbies.Activity 2 List all the activities you do. Include the things you are passionate about. Consider them in turn. interests and all the clubs or groups you belong to. Plan a series of actions for each one that will move you closer to securing clients in that field. interests. those that produced the most effective links. clubs. Be creative and think of ways you could link them with coaching. Choose the top 3.

What are the outcomes of your coaching? Date Situation Discovering Your Coaching Strengths Page 372 .Activity 3 Make a list of all the ways you have informally coached someone or been asked for advice and support. Notice if there is a pattern.

Weekly Learning Journal Sheet WEEK 9 .DISCOVERING YOUR COACHING STRENGTHS Discovering Your Coaching Strengths Page 373 .

tapes. talks. COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2. journals. internet.1. RELEVANT READING/RESEARCH: (articles. of practical coaching sessions this week) KEY LEARNING POINTS: 3. etc. PRACTICAL EXPERIENCE (No. books.) KEY LEARNING POINTS: Discovering Your Coaching Strengths Page 374 .

Coaching Skills Program Week 10 INTRODUCTION TO CORPORATE COACHING Based on material provided by Neil and Vicki Espin © 2011 The Life Coaching Academy Version 2011/1 .

people face ever increasing time pressures to produce work within strict deadlines. Here are some of the main causes. work than before. Within all organisations.Week 10 INTRODUCTION TO CORPORATE COACHING Based on material provided by Neil and Vicki Espin Preview Corporate coaching has many common points with individual coaching but there are some important differences. Introduction to Corporate Coaching Page 377 . This module… "offers a background to the business environment that has fuelled the growth in corporate coaching "provides insights about the practicalities of corporate coaching "defines the 12 key characteristics of an effective corporate coach "enables you to decide whether corporate coaching is for you "challenges you think differently. or even more. to take action and to complete the Activity exercises Background The enormous growth in the demand for corporate coaching over the last decade or so is the result of many changed priorities and pressures in the workplace. The trend is for this pressure to increase rather than reduce. therefore the need for corporate coaching is also likely to increase along with it. An independent outsider can help them focus with clarity on what it is that they hope to achieve. Similar pressures are imposed on performance as organisations downsize and use fewer people to do as much.

On the other hand. Their survey revealed that productivity increased by 22% following training. the productivity increase was a staggering 88%.There is a greater focus by managers and executives on staff emotions. A corporate coach can help leaders and their organisations in effectively managing and understanding EQ. Introduction to Corporate Coaching Page 378 . the International Personnel Management Association researched training and development. Corporate coaching can be a highly visible contribution to this support and is set to grow dramatically. which optimises the use of their resources. there is the psychological contract. From the employee viewpoint. The management of performance has changed. When an organisation is able to fulfil that role. Quantified benefits In 1997. their people will become disgruntled and look for a more enlightened employer who will allow their personal growth and development to flourish. Much emphasis is placed on maintaining a supportive culture within an organisation as this helps the retention of good staff. if they do not acknowledge this. When the training was combined with coaching. Much has been written about the importance of emotional intelligence quotient (EQ) as opposed to intelligence quotient (IQ). Organisations need each person to perform because they want to. employees are more likely to stay and remain loyal. It is no longer sufficient to use a 'big stick' approach to encourage staff to perform in 'the old fashioned way'. Increasingly the work force seek organisations that will help them to reach their own personal goals at the same time as they help the company to reach its own goals and targets.

The corporate coach is the ideal person to take them through any such blocks or issues that surround the excellent commission of their jobs. "Over 50% experienced greater self awareness. their business and their business relationships. Whilst this may surprise you.000 coaching clients and the majority asked for help with time management. in declining percentage sequence.someone that they knew they would have to call. "An astounding 98. "40% asked their coach for help with setting goals . "85% said they wanted a sounding board. They are the findings of a survey by The International Coaching Federation. improved goal setting and results on business targets. leaders of organisations find it difficult to talk to their teams of directors and to talk with shareholders. are the key survey results. their career. regardless of cost. was well worth it.Here are some more statistics to inspire you if you are planning to take the corporate route. Although communication is an often talked about concept in organisations. "57% said they wanted an independent friend. They surveyed 11. who would be independent and who would talk with them about goals planned and achieved.5% said that their investment. People are more productive when they have fun at work to make tasks more enjoyable. "33% said they had more fun as a result of coaching. higher self confidence. "78% said they wanted a motivator . Introduction to Corporate Coaching Page 379 . "40% said coaching enhanced their communication skills. Here.especially concerning finance. "50% said they wanted a more balanced life. "25% felt that coaching had increased their income. it is the key area that lets many of them down.

Introduction to Corporate Coaching Page 380 ."An unquantified majority said that they used their coach as a taskmaster and spiritual guide.

of an entire team. Your questioning will be more tightly focused and will need a harder edge to its challenges. Your clients expect you to achieve results on time and on budget.The characteristics of a successful corporate coach. The following key characteristics of the corporate coach are not presented in order of priority. Introduction to Corporate Coaching Page 381 . although the focus will be predominantly business focused to start with. In many cases. It will generally be an issue that a person wishes to work on to remove an obstacle to their performance. the lengthy relationship that a personal coach can establish with a client is a luxury that the corporate coach does not have. They are simply classified for clarity and to aid your understanding. Everything that you have learned about life coaching can be applied to use with corporate clients. that of a team member or even.

You will detect any confusion from their comments. review your list of achievements to identify any repeating behaviours. pitch. mentoring. You must be passionately clear in your own mind and then clearly agree the distinctions between the various approaches with your clients. seek feedback. Do your tone. There are some simple techniques that will help you have communicated the level of your self belief before you even talk about coaching. 'What am I really proud of in my life?' Share this list with others who you know well. 2. Introduction to Corporate Coaching Page 382 .1. consultancy and counselling. The emphasis is on knowing. These are provided at Activity 1… "List your life achievements. Knowing and behaviour. "Use all your feedback to decide what actions you will take to deal with any areas that need attention. "Record your own voice. ability and right to be one? Get feedback from your own mentor. volume and speed say 'self assured'? Again. trust and respect and let them help you add to your list. Because Corporate coaching is all about people. Clarity about coaching. family and trusted friends. Your credibility will be seriously damaged if you allow such matters to be unresolved before you start work. Your behaviour speaks volumes about your self belief. More than a third of the impact that you create derives from the way that you use your voice . Ask. all of your life experiences to date are absolutely relevant. Well over half of your communication with others is dependent on the things that you do. Clients get confused about the way that coaching differs from training. because this means behaving with belief in yourself to be a corporate coach. coach. "What does your non-verbal behaviour say to others about your belief as a corporate coach? Does it demonstrate your confidence. both professional and personal. As you do.

modify behaviours and change attitudes. This shows the differences between directing. performance. develop skills. boundaries and productivity targets. There is a business model to show these various functions on the 'spectrum of support'. development and performance. Your aim is to achieve absolute clarity to differentiate quickly and simply when you are asked. advise and recommend solutions at a macro level in relation to strategic or cultural issues. Coaching encourages people to identify and follow their goals which are achieved far more quickly than when an individual pursues them alone. The trainer is the significant party and the trainees are expected to assimilate the knowledge and skills and then use them. particularly if it is clear that an individual needs this specific support to ease progress. They offer advice and direction. They are simple examples to highlight key differences. "Managers set directions and manage processes. regulations. "Consultants diagnose.) Turn to Activity 2 to create your own definitions for coaching and the other listed roles. Counselling helps people deal with blocking or worrying past issues by providing support and strength. (It is possible for a coach and counsellor to work together."Trainers deal with the input of knowledge and skills. "Counsellors assist people who lack the strength or inner resources to move forward by themselves. "These points are not intended to be text book definitions. Introduction to Corporate Coaching Page 383 . Corporate coaching facilitates another individual's learning. Coaching is future looking. rules. "Mentors are usually experts in a specific field or industry who help their acolytes carve a path through the organisation. Coaching permits and equips people to find their own solutions.

"the person who contacted you from within the organisation. Stakeholders are any members of the organisation who will or may be impacted by . Stakeholder Recognition. You must identify key stakeholders and satisfy their expectations. "their boss. The coach pulls. "Human Resources or Personnel Department members. There is 'parental support'.or have an interest or investment in the outcomes of your coaching relationship and activities. It should include:"your client.guiding and coaching. Next. Activity 3 will help you. "their boss's boss. Make a list of possible organisational can be useful to find out why. Directing is a 'push' behaviour where you tell someone what to do or solve the problem on their behalf. "their team. a grey area between directing and guiding that offers advice and asks questions. 'Pull' is at the non directive end of the spectrum and includes coaching. "those who do not currently buy into the concept of coaching . "their colleagues who are not yet being coached by you. "the purchasing or sourcing team . then follows and reflects rather than leading and pushing as in the directive model. 3. "the fee payer.the people who make purchasing decisions. decide the stake that each of these individuals or groups has in your Introduction to Corporate Coaching Page 384 . You pull people towards their own solutions by asking questions for your client to identify their best way forward.

with the organisation and with the client. Your contract is on two levels . This is the most important phase after you have dealt with an organisation to establish their needs and requirements and have formulated your proposals. The most effective way to do this is by asking them directly or. stop and list the things that you might want to include in your contract. Introduction to Corporate Coaching Page 385 .corporate or executive coaching relationships. you now need to discover what it will take to satisfy each stakeholder. Finally. 4. It is a mutual understanding of how the parties will work together in a relationship that is freely entered into and an agreement involving the exchange of something valued. Clarity is the key. Never make assumptions about your contract with a client as this can put everything else in jeopardy. You must have the ability to establish a clear contract with each client. by asking the person who first contacted you. A contract is an explicit agreement of mutual expectations. Before you read the rest of this page. What is it about their role. How will you and the organisation know that your coaching is successful? What measures can be put in place to demonstrate success? Know and acknowledge what you expect of your client and what they expect of you. It is vital to establish and define clearly the objectives and the success criteria. interests or concerns that give them a stake in the outcomes? Even if you have no corporate experience you can do this by thinking about any organisation that you have worked in or been a customer of. Take some time now and think of ways that you can satisfy these stakeholder expectations. Clear contracts.

"Ground rules for coaching conversations.will you be working with individuals.face to face or by telephone. reflection.start and finish times. Be very clear about what your client will pay for and whether these expenses are included in the fee or invoiced as extras.Here are some suggestions in no particular order of priority. telephones and other out of pocket expenditure. meetings? "How confidentiality is maintained whilst achieving organisational goals . These arise because you are contracted by the organisation whilst coaching their staff members in confidence. "Payment arrangements .most organisations will work with you on a 30 day payment basis. If face to face. "The coaching method . It can Introduction to Corporate Coaching Page 386 . telephone reporting. teams or both? "How the coaching will work . Confidentiality is essential if you are to achieve the best for your clients. Make this clear to the organisation and to each person to be coached.written reports.numbers of sessions or hours per client or even. notes and preparation. "Expenses for may encounter divided loyalties. Your contract should include:"Your charges with an indication of whether they are daily or hourly based. emails. "Feedback method . who will book the rooms or accommodation? "The type of coaching . Explain to the individuals that you will not report back on specific issues. accommodation. "Your working day . "Cancellation terms and conditions. open ended sessions within an agreed budget. number of coaching sessions per day (it is important to allow yourself enough time for energy breaks. You must be as fresh for your last client of the day as for the first).

"How the impact of coaching will be evaluated. Introduction to Corporate Coaching Page 387 .take a while to establish trust and intimacy and a statement of your intent at the outset can be an enormous help. both in terms of changes each individual might make and impact on the organisation.

Get to grips with your own capability to deal with such issues to attune your sense of the reality of their world so that you can follow better informed questioning. nationally.especially the events and situations of organisational life that can get in their way or impede their progress. you need to establish a contract with each individual client within it. industry specific and organisation specific. what coaching is and is not.globally.As well as your clear contract with the organisation. "their expectations of you. Typical challenges that people in organisations space would include:"organisational change Introduction to Corporate Coaching Page 388 . Many people are unclear about the definition of coaching. "how you differ from their manager. "how you deal with confidentiality and feedback. "your expectations of them. Tool kit. regionally. You will have a tool kit of appropriate business models. Your clients will talk about them and you must have sufficient awareness to sustain a meaningful conversation. Business awareness. direction or solutions but you do need a deep awareness of the challenges that face people in organisations . You should include:"in simple terms. Turn to Activity 5. Turn to Activity 4. "when and where the sessions will take place. Coaching is never about giving advice. Decide now on any actions that you will take to resolve any gaps in your capabilities in this area. 5. You must keep up with hot business topics and issues . 6.

Turn to Activity 6. Put simply. office sizes. It is the lifestyle of the organisation and part of your orientation must be an awareness of this to help your understanding of the issues and reality that your clients will present. decorations. An organisation's key values. car park allocations. sizes. You will need to develop the ability to quickly get to grips with organisational culture. of the following:"the stories . there an organisation chart and does it reflect Introduction to Corporate Coaching Page 389 . beliefs and assumptions can be learned from a little detective work in some.who really holds the power (it may not be the boss or MD!). You need to build a tool kit of models appropriate to each defined challenge or situation so that you have a reference point for each. Take some time now to review your actions for these first six characteristics and put them in your own personal priority order. Organisational Culture. 7. perks. locations. or all. "the power .titles.building ages. "the premises ."performance management "work-life balance "personal and career change "relationships and conflict "team performance What is your present knowledge and understanding of these areas? Commit right now to action to fill any gaps in your knowledge and understanding. culture means 'the way things are done around here'. "the structure .who and what do people talk about? "the symbols .

Retail. How many of these examples can you define? SLA Budget ROI EV Cost of sale KPL CSF Industry or Sector Language Words and phrases that are specific to an industry and which are understood by people working in it. "the communication . Turn to Activity 7.rules. hierarchical. Local Language This is the jargon. peers and subordinates? Think of an organisation that you know and assess it against these elements. Notice the differences between what people say they do and what they actually do. informal? "the controls . rituals and routines. Each has their own language which you must learn and use when you are working with them. Corporate language. formal. You must be familiar with it to maintain your credibility and to communicate effectively. How do people communicate with superiors. Working inside corporate organisations can sometimes feel like going to another country.the reality? "the culture . 8. both formally and informally. slang and abbreviations used as 'in-house speak' and Introduction to Corporate Coaching Page 390 . Universal Business Language This is the 'business speak' used globally and universally across all organisations. all levels. There are three dominant corporate languages. Decide what this analysis is telling you. finance. it rigid. catering.

buy or borrow books. "ROI is return on investment . ask. responsibility and agreed action can mean different things to different people within different organisations. "Cost of sale is the total cost of everything that it takes to generate a sale of a product or service. Turn to Activity 9.the absolute minimum level of service agreed between two parties. Consistently demonstrating your understanding of the impact of your coaching on the bottom line is a key success factor for any corporate Introduction to Corporate Coaching Page 391 . check out websites. if in doubt when you hear something that is not clear.and even this can have different local interpretations. "CSF is critical success factor . Do you need to get up to speed on your corporate language skills? List people who can help you. "EV is embedded value . Bottom line. You need to gain a rapid understanding of these and. "Budget can be either the amount of money allocated for a particular purpose or it can mean a sales target.the value that is built in to a product or service. 'Can you expand on that please?' Even 'normal' terms like accountability. 9.can even vary between departments in the same organisation. Here are the translations! "SLA is service level agreement . You MUST be clear about what they mean in your corporate coaching client environment.the income or profit against the expenditure to earn it. list (and read) trade papers and specialist publications.

ever ything is driven directly or indirectly by bottom line performance. "collect and use testimonials. you must meet agreed critical success factors and you must maintain client confidentiality. Begin by talking to a corporate coach to see how they deal with it. You must work consistently to dispel the myth that coaching only benefits the senior people in the organisation. Regardless of any other reasons that an organisation offers for using your ser vices. anecdotal evidence and examples without compromising confidentiality.your credibility and success in gaining assignments and repeat assignments can depend on your ability to demonstrate real and measurable value. Plan your actions now to help you gain confidence in this. "remember the ripple effect that spreads the word once stakeholders experience the benefits. You must provide a sound return on This means that you must deliver on three fronts. shareholder value or both. Stakeholders will certainly ask about evaluating bottom line impact and value of your services. "demonstrate that coaching works by helping clients to achieve their goals. Turn to Activity 10. Introduction to Corporate Coaching Page 392 . Spread the word. "focus on benefits and bottom line value. Develop some model answers that can be adapted to suit specific circumstances and do this sooner rather than later . This is critical for the future of corporate coaching. 10.

brilliant. The capabilities of a corporate coach have much in common with those of a personal life must have an immediate impact of bearing. rise above them and move ever forward. Use your coach to help you. Build rapport. regardless of work imposed pressures. Work on yourself! "inspire . Proper selfishness. Coaching capabilities. "the ability to build relationships . Take time to get fit for the job in hand. "tenacity . confidence and competent professionalism. "communication .use powerful language. Do whatever it takes to develop your Introduction to Corporate Coaching Page 393 . here are your first three… amazing.absolute trust from your clients that they have your respect and confidence.of your present coaching abilities and any action to consistently lift it higher.organisational environments can be frustrating. Turn to Activity to build relationships instead of just having clients. creative… "presence .do not give up and keep your client on course. "flexibility . respect these and be flexible in accommodating changes.keep yourself and your client focused on future success rather than past experiences. 'amazing' instead of 'well done' Complete the alphabet with power must remain inspired and your clients need inspiration as much as motivation. Here are some reminders to help you focus on any areas where you may need to take action to get up to speed.11.corporate clients have time pressures. "awareness . "futurism . "resilience . "trust . 12.

Introduction to Corporate Coaching Page 394 .are you working with your coach? Turn to Activities 12 and your diet healthy .own mental and physical energy. So dare to be selfish. You need to be inspiring your clients and you cannot do that from an exhausted and empty you need to work on physical and mental aspects . Is your own life balanced .

then the individuals return to find that the reformed team can progress ever faster towards their joint goals. Every action will create a different feeling. Team and group dynamics can often lead to invitations for personal coaching . Have and work through an action plan. You have identified any areas that you may need to work on and you have created your personal action lists. Different actions lead to greater success. simplicity is powerful. Organisations can be complex. Introduction to Corporate Coaching Page 395 . You now have enough information to decide if corporate coaching is for you. Coach as much as possible and seek to be coached. exciting. Summary. You cannot separate the two and deal with one in isolation. Corporate coaching is challenging. Feeling different means that you will act differently. Learn from both experiences. Meet and talk with other corporate coaches to listen and learn from each other. rewarding and expanding. varied. Keep coaching simple. In a complex environment. Life and work balance will often be presented as issues. Success breeds success.Some final reminders.

pitch. speed and clarity. Introduction to Corporate Coaching Page 396 . List comments about tone. What actions do you need to take? Identify the skills. both personal and professional. knowledge and abilities that you have to use in a corporate environment.Activity 1 List your life achievements. volume. What is your behaviour saying to others about your right to be a corporate coach? Record your own voice. Gain feedback from trusted friends and add to the list Check out your behaviour. List positive and negative behaviours in two columns.

Activity 2 Identify the following in terms that you would use to explain them clearly to a corporate client. precise and simple. Coaching is ______________________________________________________ ________________________________________________________________ Mentoring is ____________________________________________________ ________________________________________________________________ Consulting is ____________________________________________________ ________________________________________________________________ Training is ______________________________________________________ ________________________________________________________________ Managing is ____________________________________________________ ________________________________________________________________ Counselling is ____________________________________________________ ________________________________________________________________ Introduction to Corporate Coaching Page 397 . accurate. Be clear.

Can you amplify your words with visual examples? Where does each activity fit on the spectrum of support? Directive Push Non directive Pull Introduction to Corporate Coaching Page 398 .

Activity 3 Complete the following columns. In A list as many stakeholders as you can think of In B state the possible stake of each in your coaching In C say how you can meet and exceed their expectations A B C Introduction to Corporate Coaching Page 399 .

including all the points mentioned in the text. Design a contract for a client in an organisation. Introduction to Corporate Coaching Page 400 .Activity 4 Design a contract for an organisation. including all the points mentioned in the text.

Activity 5 List all the challenges that are facing people in the sector in which you wish to work. Introduction to Corporate Coaching Page 401 .

Activity 6 Put the first six listed characteristics in order of your personal priority and state what actions you will take to improve your abilities and competence. Introduction to Corporate Coaching Page 402 .

What are the key beliefs. values and assumptions. What do these tell you? Introduction to Corporate Coaching Page 403 .Activity 7 Think of an organisation that you know.

define the following:"SLA __________________________________________________________ "Budget ________________________________________________________ "ROI __________________________________________________________ "EV ____________________________________________________________ "KPI __________________________________________________________ "CSF __________________________________________________________ Introduction to Corporate Coaching Page 404 .Activity 8 From recollection of your reading of the text.

Activity 9 List the actions that you will take to acquire the resources that you need to become familiar with the three main categories of corporate language. Introduction to Corporate Coaching Page 405 .

Activity 10 List ways that you can demonstrate how coaching can have a beneficial bottom line impact. How can you quantify the benefits? Introduction to Corporate Coaching Page 406 . Illustrate with anecdotes concerning productivity and performance improvement.

Activity 11 Rate yourself on a score of 1 to 10 against the following:- Rate 1-10 awareness inspiring relationships presence communication trust flexibility futurism resilience tenacity _____ _____ _____ _____ _____ _____ _____ _____ _____ _____ What actions are you going to take? Introduction to Corporate Coaching Page 407 .

Activity 12 Rate yourself on a score of 1 to 10 against the following:- Rate 1-10 Life balance Goal setting mental fitness physical fitness diet and nutrition Do you have a coach (No = 0 Yes=10) What actions are you going to take? _____ _____ _____ _____ _____ _____ Introduction to Corporate Coaching Page 408 .

Introduction to Corporate Coaching Page 409 .Activity 13 Put the final six listed characteristics in order of your personal priority and state what actions you will take to improve your abilities and competence.

Introduction to Corporate Coaching Page 410 .Activity 14 Return to every action that you have listed on these activity pages and put a start and finish date against each.

The next page considers your availability. Introduction to Corporate Coaching Page 411 . the results that you will achieve. The good news is that a Corporate Coach can easily afford both. Decisions can take a long time to be made . Your Corporate Client may well seek trade references or reports from previous clients to affirm your track record and capabilities. Once a client decides to proceed they may expect you to be available at short notice. they will usually expect a formal contract.several months in some cases. You will probably be asked to provide a means of written quantification of your ‘deliverables’.Appendix 1 CORPORATE COACHING Differences from Personal Coaching Your corporate client will invariably require a formal tender or quotation for your services and then. Expect to spend considerable time and money on promotional activities. when you have secured the order. Your print and telephone bills will be higher than for Personal Coaching. The bad news is that all these points can cost you time and money.

Decide how many weeks per year you will spend on Corporate Coaching B. meetings and marketing. If you take four weeks out for holidays.Your Corporate Coaching Availability If you choose to operate as a full time corporate coach. Here is your foundation block:A. This is not as contradictory as it sounds. you will not spend all your time on coaching. Halve the figure at A to give the number of weeks of actual coaching C. Of this. If you look back at the examples at the start of the Personal Coaching section. Decide how much you want to earn in a year . Even if you flunked maths at school. Divide the amount at C by the weeks at B to give your minimum weekly charge out rate F. you will spend around 24 weeks actually coaching. you can see that this equates to £1000 per week of actual coaching and an average of £500 per week throughout the year. Divide amount at C by weeks at A to define your average weekly target E. You should plan to spend up to half your available time in travelling.remember to add one third for overheads D.000 annual turnover. Divide E by 4 to give your minimum daily fee Introduction to Corporate Coaching Page 412 . you have a potential of 48 weeks a year for Corporate Coaching. you will see that we selected a hypothetical target of £24.

if anything.On the next page we will demonstrate why the figure in the above example is. on the low side for a corporate coach. Introduction to Corporate Coaching Page 413 .

you must insist on a written brief that sets out the who. For your own protection as much as your client’s. that way. when and how of the assignment. (Whenever possible. Health & Safety. At least. Many corporate minds associate ‘low price’ with ‘cheap’ and believe that this applies to the quality of service. Some clients are skilled at getting an early quote from you and then gently moving the goalposts ever further apart with no increase in fee.) they will be comfortable and familiar with the term. Training etc. Most will want the best and expect to pay well for it. This sounds more professional than ‘series’ and if your client has been exposed to consultants (Management. Consider the number of days that you expect the assignment to take. They will also have an expectation that your fee will be in line with those charged by consultants.Setting Corporate Fees The author firmly believes that more prospective corporate assignments are lost because of low quotes rather than because the price was too high. You should not disappoint them! Beware of quoting a fee during early discussions before you have a good idea of the scope of the assignment. IT. Note the use of the word ‘assignment’.) Introduction to Corporate Coaching Page 414 . When you have this document signed and agreed. Quality. add 25% for ‘contingencies’ and then apply your selected daily rate. what. if you do have to run over your planned duration (it happens) you will still be rewarded for it. keep to a daily rate figure rather than quoting for a ‘job and finish’. you are then in a position to calculate your fee. where.

Late payment may incur a penalty equivalent to the outstanding amount plus interest on the whole amount at bank rate plus 5%. You can check out your potential client at your local reference library to learn as much as you can about the company. If you already have access to a credit checking agency. but growing. get taken over or merged and these events can have a disastrous effect on your cash flow. If you are planning a full time Corporate Coaching career. but this can be an expensive option for a young coaching practice. you will almost certainly have some awareness and knowledge of the procedures that prevail in many organisations. Devise your own ‘Standard Terms and Conditions’. The issue here is to minimise your exposure to risk.You and you alone can decide how much you will charge. In Corporate Coaching it is rare for a client to agree to this. A typical management consultant may charge a small. For larger organisations the charge-out rate may be around $1000 per day and for blue-chip multinationals. Use this information when setting your fees. $5000 per day is sometimes quoted. “Fees are due within 30 days of invoice date. then by all means use them.” Alternatively. you might prefer phased payment and could consider including Introduction to Corporate Coaching Page 415 . owner / managed business around $500 per day. Companies do go bust. Getting Paid In Personal Coaching. your clients will not usually mind paying in advance. Include the following (select your own figures).

your hidden agenda is to establish rapport which should help prompt payment. Most clients will honour their commitment. find out who pays the bills and where they are located. Let’s end this section by looking further at the corporate mind.a phrase like. if you have had a friendly solicitor to look over your proposed ‘Standard Terms’ and your contract. in the event of a dispute. This is most improbable but it is always useful to be prepared. each of 35% at monthly intervals”. just in case matters go totally pear-shaped and you need to offer a refund. it is beneficial to give them a ‘courtesy phone call’. There is no foolproof way of ensuring payment. Introduction to Corporate Coaching Page 416 . If your client pays a retainer. (In a big organisation this may be in a different building or town!) If you can get a name of an individual. The balance is payable in two equal payments. “A retainer of 30% of the agreed fee is payable on signing the contract. Before starting an assignment. You will find it useful. we suggest that you place this in a deposit account until the assignment is completed. Ostensibly to seek advice on how they like your invoices presented.

The Corporate Mind The corporate mind sometimes appears to work in strange ways. This shows that they may overspend if they continue on the previous route so the manager corrects the situation by swinging the pendulum the other way. ensure that you know exactly what their procedure requires. A potential client who has an annual budget . Then follow it to the letter and deliver a pristine presentation on time. say January to March.and then find that your services are not in demand again until the end of the second half-year. Many organisations demand at least three quotes from competing companies before they will place an order. the ‘use it or lose it’ syndrome cuts in. They spend like crazy for the first five months and then have to produce a halfyearly review.the first five months of the financial year . Procedures sometimes mean that you will have to enter a competitive tender situation. It is frequently controlled by budgets and often by procedures. a few months before the end of the financial year. This means that you may be inundated with requests for assignments from April until August . Then. The corporate mind will not always pick the lowest quote (remember the ‘use it or lose it’ budget requirement!). This need not be a problem.will think in annual terms. If you find yourself in this situation.sometimes devolved to a section manager who has discretion on where to spend it . Introduction to Corporate Coaching Page 417 . You may even be asked to invoice early or late to fall into a given year’s budget.

Introduction to Corporate Coaching Page 418 . The above paragraph assumes that your style of Corporate Coaching limits you to dealing with one client at any one time.the next one. they step up their marketing activities to secure continuity. The corporate mind has another infuriating quirk. It is difficult. It can take ages to make a decision (we are talking months here) and then expect you to swing into action at very short notice. Most fulltime corporate coaches will keep marketing activities running all year. Just go along with whatever they require you to do. if not impossible. Unless you are aware of this. They often have little logic to an outsider. As one assignment nears its scheduled completion. it can play havoc with your planning. The objective is to simply find one more assignment . An assignment may last anything from a week to a year or longer. albeit at a background level.You will become a very frustrated corporate coach if you start to question procedures. to accurately define how many corporate clients you can expect in any one year.

Weekly Learning Journal Sheet WEEK 10 .INTRODUCTION TO CORPORATE COACHING Introduction to Corporate Coaching Page 419 .

PRACTICAL EXPERIENCE (No.1. internet. RELEVANT READING/RESEARCH: (articles. talks. journals. etc. books. tapes.) KEY LEARNING POINTS: Introduction to Corporate Coaching Page 420 . COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2. of practical coaching sessions this week) KEY LEARNING POINTS: 3.

Coaching Skills Program Week 11 RUNNING YOUR PRACTICE AS A BUSINESS © 2011 The Life Coaching Academy Version 2011/1 .

Week 11 RUNNING YOUR PRACTICE AS A BUSINESS Preview This module is unique because it will self destruct! You will probably want to return to the other modules on a fairly regular basis to refresh your ideas and explore some of the angles that you may have skipped the first time around. You need to make it simple for your prospective clients to get in touch with you so acquire a basic answering Running Your Practice As A Business Page 423 . on fees and on client retention. Your essential tools. there are a few very useful additions that will improve your coaching by making life easier for you and your clients. You are guided through the free session that you conduct. You need a telephone. You are invited to consider the minimal equipment that you need along with your coaching environment.but your need for them should and must. Although this section carries equally valid information about launching your practice right through to conducting your first few 'paid for' coaching assignments. something to write on and something to write with. The pages themselves will not self destruct . That concludes your list of essential tools! Although you can coach with this minimum. It is time to get your practice up and running. You are offered some thoughts on session length. Clearly. by the time you have done a few sessions you will have established a pattern of working and will not need to return to these pages. you will need the telephone to make appointments and to conduct telephone coaching sessions.

arrange for it to contain a divert to your landline. if you have a mobile phone. Do not be Running Your Practice As A Business Page 424 .machine or.

Running Your Practice As A Business Page 425 . If this potential client does not enjoy coaching it will not matter how wonderful you are. you are selling yourself and your personality. Your coaching environment. You need somewhere comfortable to work with a table (or desk) and chair. they can discover if they like you and your coaching style. Your clients must feel that you are totally focused on them. Remember that you are selling life coaching but equally. washing machines.your room and desk must be uncluttered so that you can concentrate. televisions.tempted to try telephone coaching with a mobile phone as the technology is insufficiently robust. This can be a room in your home as long as you can meet the following requirements . dogs. focus and think clearly. Please turn to Activity 1. if they enjoyed the coaching but disliked you. Be professional. they will not sign up with you. You will not convert them to paying clients either. They can find out if they like and enjoy the coaching experience and can see how it will benefit them and. reliable. Do not allow teenagers or other family members to answer your coaching telephone with joke messages (it has happened!) and do not use 'humorous' messages on an answering machine. even before coaching is mentioned or started. or cost effective for this purpose. telephones ringing and doorbells. Free trial sessions are far more than a useful and powerful marketing tool. Always return any messages within 24 hours or sooner. They help your prospective clients in two ways. You must score two out of two for your relationship to succeed. Your free trial sessions. It must be possible to close the door and shut out sounds of children.

address.but essential questions about your client's name (and what they prefer to be called). You need to convince them that coaching is right for them and you do this by getting them to agree that you have made progress together during the free trial session. buy. telephone number and email address. by asking you any questions about the life coaching process but. these clients can become your most successful of all. but once committed they do so with absolute determination and sense of purpose. All life coaches have their share of these people. Like 'normal' sessions. which this free trial should replicate as closely as possible. drain your enthusiasm and will never.Life coaching is a relatively new concept and it is only to be expected that people will want to try before they buy. You will need to use all your incisive skills of listening. There are the genuinely interested individuals who have a problem committing to anything in life. Allow them to lead to some extent for the next few minutes. Ease into rapport creation naturally with simple . they seem to go with the territory. Spell out the result or outcome in positive terms and get their verbal agreement of these positive results. They can take forever to commit. so make it easy for them to do so. You must get to this point within the first ten minutes so that they can change their feelings about the issue before the end of the session and see some positive benefit. You will find that the people who accept your offer of a free session will fall into one of three clearly recognised categories. the ideal length is between twenty minutes and one hour. Let them go and move on. You will quickly recognise the time-wasters who just want anything that is going if it is free. Running Your Practice As A Business Page 426 . you must stay in control so that you can get them to define one issue (and only one at this stage) that they would like to work on. questioning and rapport building. Once convinced. sap your energy. ever. Be courteous and professional but get them off your line within fifteen minutes or else they will pick your brains.

compliment them on this fact. You answer the telephone within the first four rings and immediately thank your client for calling and ask how they are. You may have a checklist of 'must ask' questions and maybe some bullet points or key words to jog your memory.that they need coaching.or who have convinced themselves .There are some who have already been convinced . Ask the client:"How much do you know about coaching already? Running Your Practice As A Business Page 427 . Get the essential personal details that we covered above. Please turn to Activity 2. Before the appointed time you have cleared your desk. You have a glass of water within reach so that you can sip if your voice or throat becomes dry. If they are on time. If you do not get them as paying clients. you have a clean pad of paper and at least two pens in case one dries out during the session. They are just checking that you are the coach for them before they sign up. Here are some useful key words or questions to explore in every initial session. You are dressed comfortably and have taken care of any bathroom needs. This call is by prior appointment so you will not be surprised but it is quite OK to be a little apprehensive as long as the client does not pick up on this. explain that it is simply so that you can send them some useful information if the need arises. These positive strokes help to put the client (and you) at ease. There is absolutely no need to share your lack of experience with the client. If they ask why you need their address. another coach will. Your client may be very nervous too. The phone rings… it is your first ever client. You sit comfortably with your telephone within easy reach.

Identify common points to stress understanding but avoid giving a lecture on your own life history. remind the client of all the undisputed benefits of coaching and mention the absolute confidentiality that you observe. who lives with you? "What do you expect to gain from being coached? "What issues would you like to discuss? "Let us refine this down to the one that is most important to you to resolve right now? You will jot notes down rapidly as the client talks and you will be alert to anything raised that you can identify with:Client: 'I am a trainer with the NHS Trust and they keep moving the goalposts. I once worked in the NHS myself. The client must do most of the talking and you must listen. By all means 'leak' bits about your background. but only if these will add to your credibility as a life coach.’ Coach: 'I can understand how you must feel.' Leave it at that."Do you really know what it is or is there confusion? "What do you do for a living? "How long have you been doing that? "What sort of house do you live in? "Do you live alone or. Tell them the Running Your Practice As A Business Page 428 . Then move on to using the skills that you have learned about goal defining. As the session nears its close. How much and how many? You must discuss fees during a preliminary free session. setting and achieving.

It is your practice so you set the rules. Some clients do indeed look at a high price and assume that it must mean that you are good. hypnotherapists and so on) or by talking frankly with other life coaches. usually at weekly intervals. osteopaths. whichever you prefer. There are no cartels (which are illegal). chiropractics. Some coaches pride themselves on being at the top of the range. Tell them that most benefit accrues with clients who commit to a total of twelve sessions. Only do this if you wish to remain economically depressed yourself. no 'recommended retail prices' and Running Your Practice As A Business Page 429 . This.or per month of four sessions. commitment and motivation. strangely. Avoid the temptation to enter into a cut price war. Some coaches have income from elsewhere and are happy to provide free coaching. If you can. You alone set your fee level. but if you use these guidelines as a benchmark. Explain that they pay monthly in advance and that the first session will not happen until their first cheque has cleared. set up monthly payments by standing order so that you do not have to keep sending bills or asking for money.price and explain that this is per session . by the size of their fees. If you choose to coach in an economically depressed location you may choose to set your fees on the low side of average. OK. Agree a regular time right now . can make coaching more difficult because a client who has not made a financial commitment may lack determination. reflexologists.say every Tuesday afternoon at 3. you will emulate the examples of all successful life coaches. You find out the 'going rate' for comparative professional services in your area (homeopaths. Whatever works for you and your clients. both in the quality of their coaching as measured by results and.30.

so work on it some more. This could be a good point to pause in your reading of these pages to briefly revisit your own financial goals.excuses. general advice by telephone and early termination arrangements.and sometimes highly original . checking especially factors of work and life balance. If it runs to more than a single side of A4 it is too complex. legal involvement will add cost and ensure that it is neither clear nor simple! Please turn to Activity 3.sessions between sessions. Use this document to spell out that you will charge for missed appointments unless you have been given 24 hours notice of intent to miss. but you will rarely receive a true reason although you will hear some fascinating . then you are doing something very. drop out. The coaching contract. Do not involve a solicitor as this is not a contract in the legal sense of the word and. If you lose more than one client in twenty through premature cancellation. You can ask why. A few will. wrong. state your general policy on 'extras' .the decision on fee levels is yours and yours alone. Examine your approach and conduct extremely Running Your Practice As A Business Page 430 . your own desired lifestyle and 'must have' income after tax as well as 'would like to have' income. This document must be clear and simple. Retaining your clients to complete their programme of sessions. emails. Explain that you have a very simple standard contract that sets out your own commitment to the coaching process and the conduct of the sessions and that you will send out so that your client can sign and return one copy to you as a confirmation of their commitment and their understanding of what they are committing to. very. at some time during your coaching career.

many clients will attempt to use these as devices to avoid facing up to significant issues. you must both be clear about what they want and their expectations . Keep their goals in mind at all times and remind them of these. they are reinforcing their own commitment and enthusiasm. Now take look at Activity 4. results and results! Your client achieves the results with your help. Be firm about avoiding idle gossip and excuses .carefully and take whatever action is needed. there is ALWAYS a positive alternative. Allow your clients to tell you. As coach. you must remain in control of every session. Running Your Practice As A Business Page 431 . that as they experience results and personal growth their expectations will increase and you must be thinking ahead to help them deal with new. humour. Start by discussing the situation with your own coach! The easiest way to retain clients is to apply what you have learnt. improved and possibly unfamiliar successes. especially about establishing rapport. building trust and your professional skills of listening and guided questioning. Always give encouraging feedback and remember. Every time they define the benefits. Love your clients. Support your clients. Lead your clients. You and your clients must judge your effectiveness (and theirs) by results. In every session. find some positive words of encouragement and get your client to report back to you what has happened since their previous session and correct them if they dare to use negative terms and phrases. in their own words. Be firm about session start and finish times. care and understanding and your clients will thank you for it and will stay the course. Do this with firmness. how much they are benefiting from the coaching experience… even if you have to nudge them to do this. To do this. Remind them that you expect nothing but the best from them and from you.then you give them the means to achieve them.

when your telephone rings with that very first call. Why did you skip them? And. you will deal with in confidence instead of panic. Now you know the minimum equipment that you need to apply those skills. And your need for them will self-destruct. You have given thought to retaining your clients and. you have been asked to consider your coaching environment so that. although this may seem a lot to contend with before you have received that first ever coaching call .these pages will seem incredibly obvious afterwards. You had already gained the essential coaching skills before you started this module. You have considered your fees and conditions and put these in a 'contract format'.Summary. what does this tell you about your clients' reactions when you ask them to take some action before their next session and they do not do it? Now there is a very fundamental coaching thought for you to ponder! Running Your Practice As A Business Page 432 . You have the knowledge you need to plan the initial session and to make it a success. please do so now and ask yourself this. If you did not complete the suggestions in the Activity sections.

List those that you will need. Gather those that you already have. Requirements Planned date Completed date Running Your Practice As A Business Page 433 .Activity One Consider the essential tools that you will need and the desirable ones that will assist you when you are coaching. Set a date to acquire them this week and then do so! Plan your environment and make any changes that are necessary this week.

Activity Two What are the two main ways that 'free' sessions help prospective clients? What is the major drawback? List ten things to ascertain during the free trial session… Briefly. into what three categories will 'free' clients tend to fall? Running Your Practice As A Business Page 434 .

______________________________________________________________ 2. ______________________________________________________________ 5. ______________________________________________________________ 7. ______________________________________________________________ 3. ______________________________________________________________ 4. ______________________________________________________________ How much are you planning to charge per session? How did you arrive at that figure? Running Your Practice As A Business Page 435 . List them here. ______________________________________________________________ 8. 1.Activity Three We suggest nine essential questions. ______________________________________________________________ 6. ______________________________________________________________ 9.

"a clause like… 'coaching is neither counselling nor therapy. Is it simple and clear? Does it include:"client name and contact details "price "frequency "payment "cancellations "extras "confidentiality "early termination "missed or late appointments "space for both parties to sign and date. you have my total commitment to you achieving the outcomes that you define during our early sessions. Running Your Practice As A Business Page 436 .' If it is more than a single A4 typed page you have been too longwinded. The results cannot be guaranteed as you enter into coaching with the full understanding that your actions will create the results but. Then use the next page to draft your own.How long will each of your sessions last? Will you aim for weekly or monthly sessions? How do you plan to be paid? Refer to your course notes and any life coaching textbooks that you have to seek examples of coaching contracts. Brevity and clarity are essential.

Prepare your own contract now… DRAFT COACHING CONTRACT Running Your Practice As A Business Page 437 .

just get them down on this sheet as fast as you can. do not 'edit in your head'. Write rapidly. Prioritise the three that you believe you may most need to work on yourself. Then do it.Activity Four List all the things that you can do to help to ensure that every client follows the entire planned series of coaching sessions. Running Your Practice As A Business Page 438 .

Appendix 1 FROM FREE TO FEE A FREE session should be at least 20 minutes as you can do very little in less time. Another clue to the TW species is that they are more interested in the fee/cost/price than they are in the service and its benefits. It sounds more generous if you offer a 'free half hour'. This will probably frighten the TW away fast. You will work hard to earn their trust but do it well and they will become paying clients.. Your FREE trial prospects will mainly come from one of three groups. Cut to the chase as soon as possible and demand that they define an issue. If you suspect that you have a 'time-waster' TW) . "There will be the 'genuinely interested but need convincing' types. these are in the minority. enquire whether they have done any personal development courses or seminars and. if so. Running Your Practice As A Business Page 439 . be prepared for at least 45 minutes. how many? Follow this up immediately by asking what benefits they gained? If they have been to many and gained little or nothing. "There will be the 'going to do it anyway' types who have already pre-sold themselves on the idea of coaching and just need reassurance that you are the right coach for them. "There will be the 'time-wasters' who get their jollies by accepting free trials of absolutely anything from blotting paper to rubber stress-balls at exhibitions. In reality. ask for some stringent positive action immediately. For probably the only time in your coaching career. You will spend up to 15 minutes in the 'conversion to fee' process. Around half of your free trial candidates will come from this group. the course of your early conversation. this is a strong indication of a pedigree TW.

During your first telephone conversation . establish a time and date when they will phone (or meet you) for a FREE session. then ask them to write it down on a single sheet of paper and send it to you before the FREE session.Some TWs can be converted eventually. The rest of this paper concerns the third type. All responses to your promotional material will include all three types. you will need to devote the bulk of their free session to establishing rapport and identifying areas of common interest between them and you. Running Your Practice As A Business Page 440 . At this stage. You may pick up a few clients this way . If they can tell you what it is there and then. If they cannot. this is fine.but don't hold your breath! So. get their mailing address from them and offer a fee-paid service at six and twelve months after their free session. With the 'going to do it anyway' types. Review your notes on rapport establishment. Have them define it and say that you will make that the topic of the FREE session. be mindful of the need to follow three styles during the FREE session. Ask them meanwhile. Make this at least a week ahead.which should last no more than ten minutes . don't write them off but don't waste too much of your valuable time with them either. Your objective is simply to convince them that you ARE the coach for them. however. As you progress. You must. the 'genuinely interested' (GI) can expect to answer questions about the coaching process and your qualifications and experience to provide the service. to think about a single issue in their life that is causing them concern or that they wish to change. (Remember this by 'Free=Three=Fee'. Here is what may typically happen. At this stage you seek only to sustain interest and should not sell a course of paid sessions.

Challenge these in turn. determination) "If you applied 100% fuel... resolutions and plans? "How often have they happened in rough terms .) (Tell them often. commitment. 50%. if you applied 200% fuel. TELL means that you have to repeat in different ways with metaphors or analogies to ensure their understanding. what do you think the result might be? (100% 80% 50%?) "Now. Many issues may concern finance and the lack of same.) KISS means that you don't go heavily into psycho-babble. This paper is not intended to provide you with 'one size fits all' scripts. passion. 50%. But.The three styles or components are. that is the result we will aim for. less? "How much fuel have you used to pursue them .100%. During this process you may often encounter avoidance excuses. You dwell on benefits rather than procedures. "KISS "TELL "HURT (Keep It Simple Stupid. HURT means that you don't let them off the hook by avoiding reality. here is a typical example of a HURT series of questions . Running Your Practice As A Business Page 441 . you could expect that result to double? With your 100% and my 100% as your coach. enthusiasm.) (Challenge their comfort zone. less? (Fuel means should imagine the answers. "Have you ever set yourself goals.

• Now put their 'incredulous' figure in that perspective. health. • How long has it taken them to achieve this (how many working years) • Ask how much they truly want to earn. Add a timescale as above. • How would they feel if they had it? What impact would it have? • Remind them that the Western world is awash with opportunity. relationships. • Now ask if they want to go for it. • Expect an avalanche of excuses why that new figure is too high. career. hurt more! You have taken x years to achieve $xx. business. • Remind them that the same reports suggest that there are nearly 200.000 millionaires in Australasia. • Now it seems very modest and achievable. Use a similar procedure if the issue is weight. ask how much they earn now. • If they have doubts.put an actual figure on it. As soon as possible. With practise. • Provoke incredulity by asking them to double or treble that figure . you will take another xx years to double it. you will become adept at this procedure. • Ask them to imagine that it IS possible for them. happiness. sickdays) or percentage (health. salary. As you near the end of the session time. Tell them the fee and payment Running Your Practice As A Business Page 442 . 'define strategy'. introduce the notion of a course of sessions. 'take action' sequence. define a figure (weight. Then simply ask when they would like to start. Break it down into bite-size pieces or elements and quantify the time and value of each. Why do you doubt giving it a try? ? Then go into the 'define goal'.• Assuring them of confidentiality. If you do nothing. sound relationships). • Remind them that some press reports state that a new millionaire is created every 12 minutes in Australasia.

TELL. Remember: Rapport.arrangements. Running Your Practice As A Business Page 443 . (Be sure that you do so and post it the same day as the free session). then KISS. HURT. Get verbal agreement and say that you will confirm this in writing. CONVERT. Agree that the sessions will begin on (specify date giving their first payment enough time to clear).

This means that your income is limited to your availability. will set a period that is most appropriate for your personal coaching style. This means that you can be available for coaching for 480 minutes per day.but not all . we need to look at some practicalities. if you desire a serious professional income.Appendix 2 PERSONAL COACHING A Question of Time Before we can consider fees. we shall assume that you are operating a full time personal coaching practice. In common with many other professions. So he schedules each session for 45 minutes duration. Coaching is a personal relationship with your clients and cannot be delegated to others. you should consider an eight-hour day. You of course. Running Your Practice As A Business Page 444 . Most personal coaches . The author finds that his concentration begins to wander in sessions that go on beyond one hour. One of the joys of coaching is the freedom that you have to set your own working hours and schedules but. your income is directly related to your own availability. So how available do you want to be? To keep it simple. If you are operating in part-time capacity you will need to adjust the figures accordingly.agree that you cannot make much progress with a client in any session that lasts less than 30 minutes.

So he allows a further 15 minutes at the end of the session to ‘tune out’ by writing up the client’s case notes from his frantic scribblings made during the session. To summarise your first foundation block is suggested that you find a figure that you are happy with and stick to it for all your clients. He doesn’t record the sessions but makes copious notes as the dialogue progresses. Decide how long your coaching sessions will be .) D. (In the example we chose 45 minutes. This will be the maximum number of sessions that you will run in a day.) B. Decide how many hours you want to be available each day. Decide how much time you need for ‘before and after coaching’ activities. Using this example. you can see that each session actually occupies 75 minutes (15 minutes preparation + 45 minutes coaching + 15 minutes write-up). Add together the total minutes that you come up with for B & C above. (In the example we selected 8 hours and converted these to 480 minutes. Then divide this into the available minutes at A above and round it down to the nearest whole number. (In the example we had two 15 minute periods. Given 480 minutes of available time and 75 minutes per session it is thus possible to achieve 6 sessions per day with 30 minutes left over (or built in) for any over-runs or other unexpected delays.) C. he allocates 15 minutes prior to the due time for a session to review his case notes and to mentally ‘tune in’ to the client’s individual issues. (In the example we divided 480 Running Your Practice As A Business Page 445 .Although the author keeps his records in good order.

with 52 weeks in a year. it is only a plan at this stage and you can rework the figures whenever you wish. The author is at his best in the early morning and evening. let’s say you take two weeks off in summer and another two weeks around Christmas. Remember.) Take a few minutes right now to plan your ideal week and maximum number of sessions.) The author finds that four days a week accommodates his maximum optimum coaching efficiency level. (6 sessions per day x 4 days. it makes the calculations easier too! So. It is your choice. There is no compulsion. He chooses to keep every Friday free for practice related tasks (we shall return to these later) and he decided that his sanity is retained when he keeps Saturday and Sunday free for ‘family time’. It is just simple arithmetic to work out that he can accommodate a maximum of 24 sessions per week. Next we consider the number of available weeks in a year and the number of sessions in a series. Weeks and Series Although this book concentrates on ‘maximums’. It is your practice. you must allow yourself some time off. Apart from this need. Remember too that you do not have to work a 9 to 5 day. This must be done before we can even think about fees.available minutes by 75 minutes per session to yield 6 sessions per day. so he plans sessions between 8 and 12 in the morning and 7 and 11 in the evening. Running Your Practice As A Business Page 446 . This leaves us with 48 weeks in a year.

you really will make life easier for yourself if you have a fixed number of sessions in a series. that 12 sessions per series is an ideal number. But let’s inject some practical reality at this stage. The author has therefore invented the ‘constant four week month’. Divide this by 12 and it gives us a rounded down total of 96 series per year. This means that in a whole year it is possible. Please don’t panic at these numbers. but. to handle 1152 sessions (24 sessions x 48 weeks). All will become clear in the following pages. but. This doesn’t really affect the example calculations above because 12 months x 4 weeks still gives you 48 weeks. To keep the examples simple let’s round that down to 90 clients (out of a population of some 22 million!).On the previous page we used an example that showed a maximum capacity of 24 sessions per week. once again. We just mentioned 1152 sessions a year. Running Your Practice As A Business Page 447 . it makes the sums easier. A few may want to immediately sign up for a few more weeks. Now you don’t need to become a control freak. This can play havoc with monthly payments by standing order. so you will be looking to find 96 clients a year. When we get to the section about fees we will return to the simplicity angle. It is time to summarise your next foundation block. The author has found from his own experience and from discussions with other coaches. with a full diary. It is incidental. accept that there are some months that have five weeks and some that have four. A series will typically represent a client. For now. A few clients will want to quit before a series is complete.

000 divided by 90 series) If you have 12 sessions in a series. accountancy fees. advertising and suchlike. Decide how many weeks you want to work in a year.000. the fee per session is some $60. Even so. To finish up with $48. So add another $16.000 in a year.000 to give a total of $64. Decide how many sessions you will have in a series. This will tell you how many series (clients) you can accommodate in a year. ($64. When you are ready. Setting your fees • How much do you want to earn from coaching in a year? • Be realistic but don’t set your ambitions too low. here is another example. To achieve your target of $64. • For demonstration purposes. B.000 in your pocket you will need to aim for a third more than this. As we are only playing with hypothetical examples here. let’s assume that these overheads will account for about one third of your income. In the last section we calculated that you could conduct a maximum of 90 series in a year.000 you will be looking at around $710 per series. Your overheads (the unavoidable costs associated with your practice) are fairly low in life coaching. C. • Suppose you decide that you deserve $48. ($710 divided by 12) Running Your Practice As A Business Page 448 . turn the page to discover how to set your fees. Divide the total at A by the total at B and round down to the nearest five. you must make allowances for things like income tax.A. national insurance.

000 = $64.000.If this amount seems too low to you . Next we can summarise this foundation block and consider some other aspects of setting your fees. Decide how much you want to earn from coaching in a year.) D. (We used $48. Divide the figure at C by the number of sessions in a series to give a ‘fee per session’.000 + $16. Fee setting foundation block A.000 divided by 90 series to give $710 per series. You will come up with a higher fee per session. Add a third of this figure to cover your overheads. • You can do them again with a higher anticipated annual fee income. (Our illustration came up with $48. (We calculated $64.and it certainly isn’t too high . • You can work a combination of both.) C.) Running Your Practice As A Business Page 449 .) B.000 as an example. (We came up with $710 per series divided by 12 sessions to get $60 per session. In all three instances. the results are the same. Divide the figure at B by the number of planned series in a year to give you the ‘fee per series’.you have several choices… • You can do the sums again with a lower number of sessions in a year.

When you begin as we have suggested. There is just the one that is right for you. even if you eventually decide to work things out another way. It also offers a simple method of seeing the results if you change one of the ingredients. You have effective TCB (Takin’ Care of Business) and can focus on your clients’ needs.E. by working back from your annual expectations. you can then forget the accumulating income while you are coaching. Adjust either the number of series. sessions or anticipated fee per year to come up with an acceptable fee per series. So what else determines your fee structure? Running Your Practice As A Business Page 450 . There is clearly no totally right or wrong method. Time for a break from figures You may be wondering why we have ‘gone around the houses’ to work out your fees like this? It is deliberate! If you simply take the easy option and say. “I am going to charge $90 per session” you will become involved in even more complicated stages of calculation for your year-end totals and may work yourself to a frazzle for a disappointing income. We strongly suggest that you have fun playing with the figures that we have given. The suggested method also allows you to know exactly how many clients you will need to have in the year and forces you to consider the practicalities of providing a service to each of them.

you will set your fees low. the average was around $90 and the most expensive was over $120. Remember that telephone coaching has no geographic boundaries so. reflexologists. Look for counsellors. therapists. you know where to focus your promotional activities! So who do you plan to coach?(If you replied ‘everyone’. whether your fee per session is too high or too low for success? There are two key variables to consider. then you can anticipate a higher fee structure. Telephone a few of them as a prospective client and see what they charge per session and ask how long each session lasts. When the author did this little survey in his own area he soon discovered that the minimum fee was quoted at $60 per hour. hypnotists. Running Your Practice As A Business Page 451 . some pensioners and people who do not work. Make a list of other professionals in the ethical professions who advertise in your local Yellow Pages. Where you operate and who your preferred clients will be.Considerations when setting fees So how do you know. It is time to have fun with some research. If you want to work with professionals. chiropractics. go to the back of the class!) If you are happy working with students. without relying totally on instinct. This suggested the upper and lower levels that he should be looking at. Expect a higher charging rate in affluent areas of the country and lower fees in areas of economic deprivation. osteopaths and suchlike. young people. the redundant (before they spend their redundancy pay-off) or the wealthy retired. if a high income is your aim.

If you don’t earn you don’t eat. unless you do. How To Quote Your Fee Don’t be shy. it is keeping their mind focused on the discussion and immediately establishes that you are not discussing a ‘one session quick fix’. You really must define the category of your preferred client for. The author always quotes his fees in a ‘price per series of 12 sessions’ and he ensures that this figure cannot be evenly divided by 12. Forget any false ideas that you may have about your own worth! You must focus instead on the value of what you do as seen by your clients and the results that they achieve. your clients will expect you to be professional. by quoting a series price at the outset. Never ever give a discount as this devalues your professional status.Most practices are established by coaches who begin with people from their own socio-economic groups. you will not enjoy great success in letting them know about your practice. it isn’t sharp practise. So we consider this next. authoritative and in control. This makes it difficult for a potential client to translate this into a ‘price per session’ in his or her head. Once you have set your fees. It is that simple. As a coach. Never joke about fees and don’t be flippant when discussing them. No. the way that you express them and collect them will also have an impact on your success. then. Running Your Practice As A Business Page 452 . you have the option of offering a reduction by reducing the number of sessions in the series or to spread payment by having two-weekly instead of weekly sessions. If your prospective client wants to bargain a lower fee.

We are sometimes asked if fees should be quoted in an advertisement or brochure? The answer is ‘never’ in an advertisement as you want the prospective client to contact you for more details. time or cost on chasing bad debts. It makes book-keeping easier. A final practical note. So the client accepts your quoted fee. this is an appropriate place to add that he charges a fee at the top end of the scale for most of his clients. You simply Running Your Practice As A Business Page 453 . The author doesn’t.Lest you think that the author is a mercenary individual. How To Get Paid One of the many great benefits of the life coaching profession is that you don’t have to expend energy. one with and one without fees. Some coaches have two versions. write them out and place this ‘price list’ on the wall by your phone or on your desk where you can instantly refer to it during a discussion. As for brochures. Some coaches do. This gives him the freedom to offer totally free series to individuals who need coaching but cannot afford to pay anything. some coaches don’t. Once you have established your fees. In his own promotional material he indicates strongly that he is ‘expensive’ and then immediately puts this into the context of value. Before we move on. It also avoids a situation where two clients may meet and discover that one is paying less than the other. You are advised to always talk in terms of value and benefits when you are discussing or quoting fees. this is entirely your call. you are strongly recommended to keep your fee constant for all clients. Turn the page to discover how to get paid.

The client enters into the coaching with the full understanding that they are responsible for creating their own results. The client is aware that the coaching is in no way to be construed as psychological counselling or any type of therapy. Re-scheduling or cancellations of appointments should be done at least 48 hours before planned date. M PL E Page 454 . please let me know as soon as possible. Coaching results are not guaranteed. or if you have any concern with the way we are working. whether it is business or personal information. you have to be honest with me. at any time. In the event there is money owed at the time of cancellation. have a problem or want to share a success with me. either directly or indirectly use or disclose any information the client shares with them during their sessions. full payment will become due immediately. thereafter it will be on a month by month basis.COACHING AGREEMENT AND CHARGES Client Name: Address: ________________________________________________________ ________________________________________________________ ________________________________________________________ Fees: Payment: Sessions per mth: Schedule: Procedure: Changes: (Insert Fees) Monthly in advance 2 / 4 / just in time (please circle) (Insert Times & Dates) Client will call the coach at pre-arranged times. For our work together to be effective. You may email or call me between scheduled sessions if you need urgent advice. scope and nature of my work. The coach undertakes not to. After the initial 3 months is up the client may cancel at any time . my policy is that the initial term is 3 months. Because of the time. fax or letter). Extra Time: Problems: Confidentiality: Nature of Coaching: Client has read and agreed the above Client: __________________________________ Coach: __________________________________ Date: ____________________________ Date: ____________________________ Running Your Practice As A Business SA Termination: The coach recognises that anything the client shares with them is regarded confidential. If I ever say or do anything in a session that you don’t feel comfortable must be in writing (email.

he or she just cancels the Standing Order. At the start of this book he mentioned his ‘standard four week month’. You are. (There is still a reluctance in some people to trust the Direct Debit process. With a Standing Order your bank does all the work. If the client decides to quit before the end of the series. All clients are invited to pay by monthly Standing Order.) This makes checking your bank statements and accounts very much easier Running Your Practice As A Business Page 455 . of course. the author uses a four-week month. In both cases you are avoiding the need for repeated billings or reminders which take your time and which have been known to give clients second thoughts about continuing. in advance. Yes! It really is that easy! Here are a couple of practical tips. (Say. With a Direct Debit you have to remember to ask for the payment. for example the 5th. free to adapt or modify this to suit your own particular method of working and accounting. Here is the method that the author uses.) If a client resists Standing Order arrangements.establish your practice procedures so that everyone pays in advance.Always make every Standing Order arrangement for the same date of the month. This is usually called a consolidation session. If there is a five-week month the client is ‘given a week off’ to do some simple assigned tasks that will move him or her closer to their goals. then the Standing Order is simply allowed to run. To avoid the monthly amount fluctuating. This means that the fee for the series of 12 is simply divided by three and that is the amount of the standing order. you might suggest a series of monthly post-dated cheques or credit card details. If the client decides that a further series of sessions will be beneficial.

durations and special notes. You will not serve your clients’ best interests by encouraging them to get into debt. If you or your accountant have to wade through a single combined personal and business account.and you always know when your account will receive an injection of funds. do have a separate account for your practice and keep payments and withdrawals purely for your practice activities. "Maintain summaries of client calls. avoid credit cards. both literally and figuratively speaking. "Check diary for following week’s calls ensuring no conflict with personal diary. it will cost time and money to filter out all the shopping payments to your local supermarket or favourite shop. times. Here are a few of the tasks that must be done on a regular basis to ensure that you ‘coach from a clear space’. "Ensure that case-notes from the previous week have been written up. "Check your bank statements very. Running Your Practice As A Business Page 456 . Now seems like a good time to do so. Also. you may find that your room or office where you do your coaching can rapidly resemble a paper recycling plant. It costs you money to accept credit cards too. Practice Related Tasks Unless you are a naturally fastidious and tidy person. very carefully. The author keeps every Friday clear for practice related tasks. In general. We promised earlier that we would return to these. "Enter all expenditure and income so that you can easily check off bank statements.

he even has a ‘bonus’ week off every so often and uses much of it on tasks like these. and another. "Clean all surfaces and equipment.and then make them happen. "Give yourself regular small rewards. "Check that all equipment is in good order. "Review and update your personal goals. "Keep up to date with the media regarding personal development and coaching news. The problem won’t arise and you will keep at the cutting edge of your professional chores. boxes etc. Use filing cabinets. listen to motivational tapes. Running Your Practice As A Business Page 457 . and so on. drawers. The author finds that he can happily spend every Friday playing with these and similar tasks. "Take ‘alone-time’ for yourself . As soon as you place a piece of paper on a surface it will attract another. "Get in touch with past clients to check their progress. Soon you will have a pile. Because he works a four-week month. "Read inspirational books. to keep papers on edge. "Deal with any outstanding correspondence or the refreshing power of meditation. A useful tip is to avoid flat paper."Plan your promotional activities for the week ahead . Piles are painful and debilitating. This keeps everything in a state of total readiness.

Weekly Learning Journal Sheet WEEK 11 .RUNNING YOUR PRACTICE AS A BUSINESS Running Your Practice As A Business Page 458 .

of practical coaching sessions this week) KEY LEARNING POINTS: 3. books. journals. etc. talks.) KEY LEARNING POINTS: Running Your Practice As A Business Page 459 . RELEVANT READING/RESEARCH: (articles. internet. PRACTICAL EXPERIENCE (No. COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2.1. tapes.

Coaching Skills Program Week 12 MARKETING YOUR COACHING SKILLS © 2011 The Life Coaching Academy Version 2011/1 .

You are about to discover fifteen of the most powerful. when you think about it. so always refer to your life coaching activities as your own practice whenever you speak or write about it. Marketing means using a series of techniques and procedures to heighten awareness of you and your profession and to stimulate the public's desire to find out more. Your practice is a business. Marketing should not be confused with selling. marketing tools that have been proven to grow professional practices like yours. you do not have a coaching practice. A practice or business is just a dream until it has a client and finding clients is probably the major fear or concern of all newly accredited coaches. which is a subsequent stage where you convert a 'prospect' into a 'client'. this is sometimes termed turning a 'suspect' into a 'prospect'. In marketing jargon. you are a professional person. remember always that it is a business too and must be run like one. The good news is that it need not be difficult when you follow a plan. you have a dream. especially if that plan has been proven to work many times over. One of the distinctions between professions and trades is that a professional operates a practice and a tradesman operates a business. But.Week 12 MARKETING YOUR COACHING SKILLS Preview If you do not have any clients. Marketing Your Coaching Skills Page 466 . yet surprisingly simple. To turn your dream into reality you must let people know that you exist and that you are open for business. As a life coach.

As more people become aware of coaching. Networking.Life coaching is of value and benefit to everyone and this has created a positive cycle to help you. This means that they need to seek out their own life coach and. when you are proactive in your marketing. You must be able to do this or your contact will be confused and may misunderstand you. more want to try it for themselves. It is called an elevator speech because you will typically wait 20 seconds for an Marketing Your Coaching Skills Page 467 . In marketing your coaching practice. This is a simple explanation about coaching and its benefits that lasts no longer than 20 seconds. Every one of them has a value and that value is enhanced when they are combined or integrated. Then word of mouth recommendations begin and very soon. you will find the top fifteen ways of marketing your practice. None are expensive and some are free. Follow these suggestions and you will be successful. you will build your practice. They are simple to apply. focus on how you can use or adapt these fifteen for your own purposes. Coaching is already regularly featured in the media and the frequency of mentions seems to be increasing with every month that passes. In these pages. what life coaching is. which is something totally different and related to MLM trading. you will be the one that they select. This means that you must be able to explain clearly. The majority of coaches gain their clients through personal contact and networking means establishing and maintaining contact and then talking to these people about life coaching. There are hundreds of marketing initiatives that you can explore later but. 'networking' has nothing to do with 'network marketing'. Create and practise your own elevator speech. for now.

they will not become your clients. Are you someone that you would want to be coached by? Make sure that you have an easy and non-confrontational manner so that people feel comfortable in your company. An important aspect of personal contact is your own image. Business Cards. Marketing Your Coaching Skills Page 468 . an elevator . without exception. If they are not comfortable with you. So. can benefit from your services. You must have business cards. Take a good look at yourself and the way that you stand and speak. Once you have started the conversation. Now turn to Activity 1 to create your own elevator speech. They look like what they are and that is not professional. Use this initial dialogue as your golden opportunity to book a free introductory session at a later date by telephone. you are a professional so dress. Your cards need not be expensive but you are advised to avoid the 'print your own' machines that are found in shopping malls and railway stations.elevator (or lift in the UK) and the journey will probably last the same length of time. people will soon expand it by talking about their favourite subject. You need to talk about life coaching wherever you go because everyone. if someone asks you about coaching while you are both waiting for. or riding in. Beware of being drawn into an impromptu mini-coaching session there and then. Remember.that is how long you will have to deliver your informative and exciting description. They will do nothing for growing your practice if you leave them at home in a drawer. act and speak like one. which is themselves. You must carry them with you at all times and you must give them to people.

just to say how much you enjoyed meeting them at whatever venue or event it was. Avoid giving them a hard sell for your services. Public Relations (PR) is the name given to the series of activities that get you and your practice featured in the media . Try telephoning them. what you do and enquire if you can help them. You may find that your card will work better for you if you opt for putting your mission statement or the offer of a free introductory sessionon the reverse of the card. but just remind them who you are. they may even interview you there and Marketing Your Coaching Skills Page 469 . In some instances having your own name AND a business name can actually confuse potential clients. full colour. after all. There is no need for fancy graphics. Your own name is quite good enough. by all means include them if you want to. tell them who you are and what you do and. or your photograph but. if you are lucky. These extras will add cost. Exchanging cards is a useful way of breaking the ice and opens up opportunities for you to tell each other what you do. ask for the Features Editor. It is a useful networking ploy to follow up with a telephone call within a week of receiving a new business card from someone else. Check your own cards regularly to weed out any that have become slightly grubby or dog-eared or where you have scribbled a reminder to yourself on them. At the absolute minimum is must have your name.Your cards must say who you are and what you do in a clear. Public Relations. radio and television. Become an avid business card collector too. Please turn to Activity 2. There is no need. say what you do (Professional Life Coach) and how you can be contacted. you are offering your personal ser vices. professional and straightforward manner. Some coaches worry about creating a business name and a logo.the press. The easiest medium to get into is your local newspaper.

It takes persistence. The national newspapers and magazines can be more difficult to get into. A well-crafted press release can be the best 'free' advertising of all.a telephone call inviting you to buy paid for advertising. The key to success is to find a news angle. or a new qualification that you have achieved. a new project. The next step is when they call you back for more information or to fix an interview date. A bad press release is worse than none at all and will not be used. A reporter from their local newspaper telephoned and arranged to visit their house with a photographer.then over the telephone. His outlay had been a simple press release and a first class stamp. The local radio station manager read the interview and contacted the coach. The broadcast was heard by an executive at a local company who invited the coach to do a presentation to his staff. and was granted permission to tape his discussion with the presenter and now uses that tape to send to potential clients as a promotion for his services and confirmation of his credibility. The more normal approach is to use a press release. The aim here is to get your foot in their door and to arouse their interest. If it is just an advertisement for your services it will only achieve one thing . patience and Marketing Your Coaching Skills Page 470 . but by no means impossible. an anniversary. like a major new client (ask their permission first!). This is simply a story about yourself and the benefits of coaching that you mail out to the editors of newspapers and radio or television stations. The Academy can put you in touch with a professional PR man who is also a life coach and who offers significant discounts for our graduates. He was paid for this. One graduate recently used a press release provided by The Academy. The coach asked for. The resultant interview was printed across the centre pages of the 'Business Section'.

Advertising is sometimes unkindly described as 'buying a hole in a page and pouring money into it'. can have your phone ringing off the hook and a full appointment diary within 24 hours! If you have a website and this address is also featured. advertising can work to help you build your practice. Even return. along with the masthead of the paper or cover of the magazine. For optimum benefits you need your contact details included in any article that results. This turns them from the 'lukewarm leads' who read your article to 'very warm leads' who have visited your site. The whole point here is to advertise in places where these Marketing Your Coaching Skills Page 471 . make lots of good quality photocopies at your High Street print shop and send them out with your promotional material (but NOT with your press releases). Think about who your potential clients are and what they are interested in. Please turn to Activity 3. Advertising. Without very careful consideration you can spend a small fortune and gain very little -if anything . exclusively for your readers' (or even for a journalist at the paper or magazine). think of them as being people who are like you and who share your interests. Whenever you have had something printed about you or your practice.professionalism. If this seems difficult. A book containing clear plastic pockets as pages will fit the bill well and without breaking the bank. The way to encourage them to feature this is to offer a 'free coaching session. Keep the originals. readers can discover more about you before they telephone. A story in the national press with your telephone number included. in a portfolio that you can show people with pride. You have grabbed their interest and the rest is up to you.

Readers may read your advertisement in week one but do nothing. You do not have to think local. Extensive research proves that response increases with the frequency of an advertisement appearing. when you repeat it a week later. Joint Ventures. and they will positively look for it so that they can get in touch. think classified and think personal columns.people are going to see and respond to your advertisement. Some will even leave it a month and then remember seeing your ad. Then turn to Activity 4. Rest it for a week or two and then repeat the cycle with another expected upsurge of response. One of the most powerful words in advertising is 'Free'. there will be more interest. Never. Marketing Your Coaching Skills Page 472 . Think about what you could offer readers as an inducement to call you. There is no proof that a big advertisement works any better than a small one. The next week they see it again and plan to call you . Sports clubs and special interest organisations offer similar opportunities.but forget. This increases for the third and fourth weeks and then tails off. Think small. Members of these places usually have an interest in their own development and the disposable income to pursue it. If you offer telephone coaching you can advertise your services anywhere in the world and provide a beneficial and professional coaching service. Life coaching fits perfectly into their lifestyle and aspirations. Some coaches have built their entire practice by gaining permission to display a tasteful and professional notice at a local health club or gymnasium. but. ever allow yourself to be talked into buying expensive display advertising at 'rate card' rates. You may get little response to your first classified advertisement. Next week they do actually call.

for example. dentists. word of mouth recommendation. The key to success is to give as good as you get and to be a partner not a user. your joint venture simply means teaming up with someone in a non-competing but related practice and cross-referring clients. This marketing method is not only free. or reiki practitioner and so on) and has been in practice for some time. If. Sometimes called a strategic alliance. for example. Please turn now to Activity 5. you allow them access to your own list of prospects and clients. they have a database or list of loyal clients.Joint ventures offer an effective and virtually free way of gaining that most valuable marketing edge of all. Do beware of falling into the trap of creating and distributing junk mail and observe the ethical rules of confidentiality and professionalism. but you may even be paid for doing it! Nearly every town has several membership organisations where a public speaker is invited to give a presentation at one of their monthly meetings. local garages. and management consultants. Public Speaking. or reflexologist. They provide you with a captive audience so tell them about life coaching and captivate them. you have an acquaintance who is a hypnotherapist (or aromatherapist. Because life coaching is so interesting. In return. Some are charitable organisations and others have a business or specific professional base. You simply write a letter as if it was coming from your acquaintance and mail it out to their clients. every person in your audience will be able to relate to what you are saying and will feel that you are talking to Marketing Your Coaching Skills Page 473 . You can arrange similar alliances with.

the easier it becomes and the better you get at it. A final word on public speaking … the more you do it. Marketing Your Coaching Skills Page 474 . Trade shows offer another useful platform but the major ones at venues like London Olympia or the NEC can be prohibitively expensive unless you are able to share the costs with some colleagues but. Offer them a free trial session in the next few weeks and then take it from there. the use of power points and fascia boards.them personally and individually. Body. Spirit' shows that tour the country on a regular basis. (Hint:. When you have gained confidence from giving one or two presentations where you just talk about coaching and its benefits in general terms. Target shows and exhibitions that attract people with an interest in training and development. If you do book a giving a live demonstration with a member of the audience as your client. Leaflets and brochures. You may even get some useful contacts at the smaller 'Mind. Please turn to Activity 6. you can progress to one of the most powerful marketing presentational devices .Arrange with someone beforehand that they will 'volunteer' if everyone else is too shy to come forward) You can expect a queue of people waiting for a 'quiet word' with you as soon as you finish. you do not have to book stand space in order to offer your services to the organisers as a workshop speaker in one of their seminar theatres. opt for 'space only' deals and beware of hidden extras like compulsory public liability insurance. Never vanish as soon as you have finished. of course. always make time to speak to every person who wants to talk with you and sign them up for a free trial coaching session.

printed on one side of an A5 sheet can be cheap to create and reproduce. One step up from a leaflet is your brochure. the areas that you specialise in. You need to spell out the benefits of coaching. informative. it usually is. You can create and display a website totally free and the host recovers the costs by surrounding every page with banner advertisements that people have paid for. So. it can be folded to give six pages (a tri-fold) or you can really let your imagination run wild and create an entire information pack. and how it happens.You MUST have something to give to people. Please turn to Activity 7 . It must also be updated regularly otherwise you will not get repeat visitors or 'hits'. This can be a single sheet of A4 size. It can be mailed out. Most people 'surf the net' for information rather than to buy a product or service. You have no control over what is advertised and it is best to avoid this temptation. or car. No site at all is better than a bad one. you can add as many noughts as you like and can afford. it loads quickly. pinned on club or work notice boards (always seek permission first!) and given to anyone who asks. above all. If an offer seems too good to be true. always carry them in your pocket. handbag. it is easy to navigate and it is. Beware! Having your own website can be very expensive and it can be a total waste of money. A simple leaflet. it avoids flashy moving images and dazzling patterns. You never know when a great opportunity will arise. You must clearly include your contact details and you will gain a greater response if you give a few background notes about who you are and where you are coming from. Websites and the internet. You can register your domain name (website address) and create a site for well under $400 or. A good one is easy to find. Marketing Your Coaching Skills Page 475 .

you can access your emails at times that are convenient to you. This can be a value added item in your marketing strategy… 'the fee includes unlimited email contact between sessions' …and. If you have a computer. Suppose the person who prints your brochure has several staff. Google Ensure you have an Adwords campaign but beware it can be expensive!!! Developing your client list. 'just like we are doing right now'. What about the garage that services your car? How about the manager of your favourite supermarket? Why not contact your previous employers with a similar offer? This is all marketing and it is all totally free. then do register an email address. He probably already knows something about you from your brochure and any discussions that you have had about it. letterheads and anywhere else that you can think of. brochure. Marketing Your Coaching Skills Page 476 .The most expensive website in the world will not work for you if people do not know that it exists. If you DO have one. other business people that you deal with regularly and so on. This means you must promote it at every opportunity in your advertisements. explain gently that your service is so personal and confidential and that you prefer to discuss your services by telephone or face-to-face. Offer him and his staff some complimentary sessions and explain how life coaching can improve productivity and training. This is your opportunity for some wide angle thinking and an extension of networking. Who do you know? Previous employers and work colleagues. business card. Take a look at Activity 8 . If people express surprise that you do not have one. This service is available free from many 'providers' and each email that you send or receive is just the cost of a local telephone call. friends of friends. of course. then ask telephone enquirers if they have access to the web and invite them to check out your site for more information.

you can write and a 200-page book at a page a day will take well under a year to write. more importantly. you will have an incredible marketing tool.Do you belong to any professional associations. It is a fact that audience members always want more than a speaker can give . As a published author you can command higher coaching fees too. Please turn to Activity 9. unions. journal or at regional meetings. As an author you gain immediate credibility as an expert in your field. or ever have been a member. Writing a book is not as daunting as it sounds! If you can talk. Offer copies to magazine editors as prizes in reader competitions. You can gain as much fame as you can handle but. You will be amazed at how soon you can become that organisation's expert on life coaching with opportunities to promote your practice and coaching benefits in the pages of their magazine. Take copies along to any presentation that you give. One coach who did this in a national newspaper had 1000 replies. Writing a book or report. why not take an active they will be eager to buy copies of your book at the back of the room. There is even a distance learning course on 'How to write a book on anything in 14 days or less'. Marketing Your Coaching Skills Page 477 . Enough of these were converted into paying clients to fill every slot in that coach's appointment book and there will still some left to refer to other coaches. or organisations outside the coaching specialties? If you are now.

Always follow up within a week of sending out the report. If you can create a report (and you can!). People love something for nothing. everyone that you send your brochure to . then the next stage is a newsletter . It can be time consuming to create a newsletter on a regular basis so do not be too ambitious by planning an eight page epic on Marketing Your Coaching Skills Page 478 . A few pages of good and practical information. It can be as long or as short as you want it to be.when your newsletter is a valuable 'free' bonus. you will be the coach that they contact. 'Your free report How coaching can benefit you and your organisation is waiting for you please telephone now'. Some potential clients can take months before they decide to hire your coaching services. Your mailing list is made up of everyone who has ever enquired about your services. photocopied and stapled in one corner will do the trick. You can send it out free or you can charge a subscription. full colour.If you are not ready for that book just yet. whether they became clients or not. Your own newsletter. the choice is yours. If they receive a monthly or quarterly newsletter of news. think about creating a special and exclusive report. everyone that you have collected a business card from. or fancy graphics. they will certainly read it. success stories and life tips you will be keeping your name and contact details before them at regular intervals. so be sure to spell out what they must do next… 'call today to book your free trial session'. When they phone you can find out more about them and they about you.either printed or distributed by email. so imagine the pulling power when you feature in your advertisement and promotional material. If they have asked for it. When they are ready for coaching. A report does not need glossy covers. Please turn to Activity 10. You know it makes marketing sense.

will never give this answer. clubs. A coach who already teaches presentation skills will become a 'Presentation Coach'. then you can become 'The Academics' Coach'. Be a dedicated joiner of professional organisations. if you are into management consultancy you can become a 'Per formance Improvement Coach'. They will have identified their own market niche or specialty according to their own background. Niche marketing.a weekly basis. It is just too good to miss. after what has possibly been a rather staid and boring collection of presentations by mundane professionals. Moreover. Who are you going to coach? If your answer is 'everyone'. Join professional organisations. Some recipients may see weekly as an annoyance so a monthly publication is recommended with a quarterly issue as an alternative. most coaches who enjoy spectacular success. you can still build a successful practice and will be commended on accepting the concept of no limitations. Please turn to Activity 11. you may well be invited to address a meeting to introduce yourself. societies and associations. Marketing Your Coaching Skills Page 479 . the sheer novelty and brilliance of life coaching will be seen and accepted as a wonderful new and fascinating topic. Please turn to Activity 12. As a newcomer. experience and expertise. you have to be seen to give before you can reasonably expect to receive. As with so much in life. But. You get the picture. your services and your practice. You will make valuable new contacts for your personal network but look upon these as a fringe benefit. What a golden opportunity. if your thing is education.

Testimonials. background and interests. they will be believed. about you. Become a specialist.You can identify your niche by the types of issues that you want to specialise in. Please turn to Activity 13. if you have an understanding of public sector ethos and operating methods. Testimonials from satisfied clients are among the most powerful tools in your portfolio of marketing skills. There are some absolute essentials concerning testimonials. more importantly. You could become a 'Relationship Coach'. You will soon get to know the major players in your specialist field and. In marketing terms. they have benefited. Perhaps you have contacts in the prison The originals Marketing Your Coaching Skills Page 480 . 'A Career Coach'. A prospective client will usually be drawn to a specialist rather than a general practitioner. So. They have paid money. a 'Stress Management Coach' or even. When someone else says great things about you. brand yourself accordingly and brand your clients. They are very nearly (but not quite) as good as word of mouth recommendations but they tend to have a longer shelf life. they have used your services. they have worked with you. they will soon get to know . A testimonial is simply what someone else has said.and to recommend . You know your strengths. and put in writing. they have trusted you. this is the niche to go for. local authorities or health trusts. You could say it yourself but would sound egocentric. The people who work in such organisations tend to favour using the services of someone who can demonstrate a similar background and experience. they are proof of your capabilities.

to prevent any comebacks at a later date. Marketing Your Coaching Skills Page 481 . They must be signed and dated for the same reason and. but do not let a testimonial drag on into a case study. even to the extent of limiting their identity to initials and county name when you use their glowing comments in your advertising or on your website. you are advised to ask the person giving them. to confirm in writing. that you have their permission to use them for your promotional purposes.must be kept safely in case you ever need to prove their authenticity. By all means mention a specific issue if it will help. Always respect the confidentiality of your clients. The most effective testimonials are those that are phrased in very general terms.

Use more of the techniques that work and adapt or modify those that do not work for you. ask if they would mind putting their remarks in writing for you. When you do contact and referrals. colleagues. Your marketing plan. your client might feel that they have let you down. will help you grow your practice rapidly. The cost of your time should be recovered many times over. Then you ask permission to contact them with the offer of a free coaching session. Referrals. as well as your own. When you ask for are putting your clients' professionalism and reputation on the line. do so with sensitivity . Whenever a client says something nice to you after a particularly beneficial coaching session. Monitor your results. using your clients' names as a means of getting your foot in the door. A good marketing plan which will incorporate all. and then try them again. and when. Referrals and testimonials must be willingly given. you may get two. You must never apply pressure to your clients in order to get them. You do not want this to happen. Decide which procedures you are going to use. If you ask for ask your client if they can give you the names and contact details of six friends. Referrals are a more direct form of testimonial and akin to word of mouth recommendation. Most will agree.You get a testimonial by asking for it. Please take a look at Activity 14. or some. of the above suggestions. At the end of a series of coaching sessions . relatives or associates who might gain a similar benefit by using your services.and not before . you may get none and. Marketing Your Coaching Skills Page 482 .

initially think in terms of spending between two percent and five percent of your anticipated annual turnover. especially when you combine several of them for simultaneous application. Right now. but the diligent application of what you learn. If you have not already worked through the Activities when invited to do so. use it to launch the next phase of your marketing strategy. Go to the business section of your library or bookstore and browse through the titles on marketing. will do so. If you are not actively marketing your practice. In this module. Just reading the books will not grow your practice. Marketing Your Coaching Skills Page 483 . You have a choice. then please turn to them now.Decide how much money you are going to invest in marketing your practice . When a client misses an appointment and you have an hour on your hands. you have been provided with an introduction to some of the most powerful marketing techniques that have been used and proven by many life coaches and other professionals. They are all ethical and honest and they all have the potential to help you grow your practice in quantum leaps. Summary. those potential clients will pass you by and choose a coach who is into active marketing. make the choice to turn to Activity 15. You can play solitaire and get depressed or you can play the marketing game and get clients.

Make any necessary changes and repeat until it lasts exactly 20 seconds. '…and that is how I create magic'.Activity 1 You have 20 seconds to deliver your elevator speech. '…and that is how I make dreams come true' or. Return to the theme right at the end. Check that it includes each of the above essentials then read it aloud to tape for a timing check. If you begin. Useful tip. 'I am a life coach' you may not get much response. 'I make dreams come true' or 'I am a people magician' you will immediately attract attention.including the other side if you need to. If you begin. Marketing Your Coaching Skills Page 484 . Use the rest of this sheet . (Please use your own phrases). Refine it again and then commit it to memory. You will find it useful to have a tape recorder to help you time your elevator speech. It MUST grab attention at the outset. it MUST NOT ramble or bore and it MUST include an opportunity for the listener to know how to contact you. for instance. Write your elevator speech now. it MUST state clearly what you do and the benefits that your clients enjoy. to draft your personal elevator speech.

Find other cards that you have been given and select the designs that especially appealed to you . When you have a design that pleases you.and copy them. in your desk drawer. The more you order at one time. You can do this now. Keep it simple. Useful tip. visit the local printers in your area and get some quotes and samples of their work. check it for accuracy and completeness. worse. standard size and easy to read. Marketing Your Coaching Skills Page 485 . the cheaper the cost-per-card.Activity 2 Use the rest of this page to design your own business card. Remember that a business card has two sides. and cannot work for you if you leave them in that cute little box that they are delivered in or. As soon as the shops open. Think of 500 as a minimum quantity then give them away! They will not.

Get the names of the Features Editors. Then send your press release to them. Never be tempted to send a blatant advert masquerading as a press release. Tomorrow. Do not pester editors by asking if they received your release. They will let you know if they plan to use it. with a simple and brief covering letter. say 250 words maximum. Keep it to one side of A4. Editors can spot these at 1000 paces and will simply pass your stuff over to the ad sales department.Activity 3 Write a press release for your practice here. Do this now. Useful tip. make it your mission to find the names and contact details of all the local newspapers in your area or county. Marketing Your Coaching Skills Page 486 .

Then write a brief classified ad for your practice.Activity 4 Use the rest of this page to write and design your own A5 handbill. Get quotations for printing the handbill and for classified advertising space from each of the local newspapers that you listed at Activity Three. KISS .Keep It Simple Sunshine! Marketing Your Coaching Skills Page 487 . Useful tip.

Useful tip. Draft a letter on your practice letterhead that you could invite them to send out to their clients. Please call [your first name] on [your phone number] for a quick chat and to fix the appointment for your free coaching session. [your first name] has agreed that I can offer some of my selected clients a totally free introductory coaching session. Here is an example:. The only restriction is that [your first name] has asked me to stress that this offer is limited until the end of [next month] and. Yours truly [Your venture partner name and job title] Marketing Your Coaching Skills Page 488 . Remember to answer 'What's In It For Me' and think of what you will offer that is of at least equal value. because his [or her] practice is thriving. must be on a 'first come basis'.(on your joint venture partners headed paper!) Dear [client name] I recently met [your name] who runs a successful life coaching practice right here in [town] Life coaching is a simple and effective process. This is your opportunity to find out more about life coaching and to experience it first hand for no cost and with no obligation. I know that you will be glad that you did. conducted by telephone and designed to help you identify your goals in life and to achieve them far faster than you ever thought possible.Activity 5 List at least 20 local organisations that you could approach as a joint venture. as a way of thanking you for your custom.

Marketing Your Coaching Skills Page 489 . Then develop the theme for the next three segments . Consider six x five-minute segments. Useful tip.use the fifth segment to describe some real life benefits and the last one to leave the audience on a high. expand your 20 second elevator speech (Activity 1) into a 30 minute presentation.Activity 6 On both sides of this sheet.list key word subjects or topics for each one . Research and list at least ten local organisations that you could approach to offer your speaking services. Start with an introduction.

Activity 7 Over the next few days. Think black ink to keep costs down. Look and learn. shape. Marketing Your Coaching Skills Page 490 . Plan each page on the rest of this sheet. See which ones work for you and which ones do not.from other professional practices. Listen and ask. talk to your local printer about using coloured paper. colour and feel of your own brochure. To add colour. Shop around for printing quotes . Close your eyes for a few minutes and visualise (imagine) the size. collect as many leaflets and brochures as you can .prices vary alarmingly and the most costly is not always the best. Useful tip.

Use the internet to do some comparison window shopping for prices of domain registration. Be sure that you compare like with like. If you don't. check out the various free email providers. List them here. Marketing Your Coaching Skills Page 491 . register a new name (keep it simple) that you use exclusively for coaching clients. website hosting and design. Look at a range of websites. Decide which work for you and which do not. Then think of the reasons for having a website of your own.) Sign up today. Useful tip.Activity 8 If you do not have a computer you can go straight to Activity 9. (Yahoo is a good place to start. If you already have email. Return to the ones that pleased you and note the features that they included.

Then just do it! Marketing Your Coaching Skills Page 492 .Activity 9 Use the rest of this page to list at least 30 people that you could contact in the next seven days.

Start writing the first one now. Define the titles for three 'free reports' that you could write.Activity 10 Decide when you are going to write your book. Put the start date here. Marketing Your Coaching Skills Page 493 . Put the completion date here.

monthly or quarterly? How will you publish .Activity 11 Think about your newsletter. what price? List 50 people to send it to. How often will you publish . When will you send out the first issue? Marketing Your Coaching Skills Page 494 .paper. email or both? Will it be free? If not.

______________________________________________________________ 3. ______________________________________________________________ 5. ______________________________________________________________ 4. ______________________________________________________________ Marketing Your Coaching Skills Page 495 . ______________________________________________________________ 2.Activity 12 List five professional organisations that you could join… 1.

that you could coach… Define the issues that you would like to specialise in… Define the trades or industry that you could specialise in… Marketing Your Coaching Skills Page 496 . by activity.Activity 13 Define a niche.

ask for testimonials whenever a client says something nice about you. see how the sender uses testimonials. From this point in. Use the best as a basis for the construction and format of those you would like to receive. Marketing Your Coaching Skills Page 497 .Activity 14 Collect testimonials used by other professionals. Read your junk mail when it arrives. Useful tip.

Then follow it! Marketing Your Coaching Skills Page 498 .Activity 15 Use the rest of this page to define your personal marketing plan.

Check out your local library or book shop and choose the ones that appeal to you. Marketing comes before sales. "Marketing is to let the public know that your service exists AND that you can provide that service. "The disciplines should be reversed. brochures. mail shots. You respond to that interest and your suspect becomes a prospect. appearing on radio or TV interview programmes. You provide such great benefits that the client becomes a regular. exhibiting at trade-shows. "Marketing means stimulating the demand for a service. "There are hundreds of text books on each subject. articles. "Sales is converting a member of the public into a client. "Marketing can include advertising. Marketing Your Coaching Skills Page 499 . "The sales process follows clearly defined steps:A member of the public shows interest and becomes a suspect. word-of-mouth recommendation.Appendix 1 THE DIFFERENCE BETWEEN SALES AND MARKETING AND WHY THIS MATTERS TO YOU "Although they are often linked together. You follow up that response and convert the prospect into a client. "Sales means filling that demand for a fee. press-releases. sales and marketing are two different disciplines and your success depends upon giving equal attention to each.

tapes or practice related products to sell to them. Marketing Your Coaching Skills Page 500 . those clients can still become 'regulars' when you have a supply of well priced books."Note that some ethical practices do not serve their clients' best interests by having them return for repeated treatments or therapies. In these instances.

"Public perception of a practice may be 'a lady or gentleman of distinction'. "Professionals learn a skill which they offer for a fee. lawyers. plumbers. musicians. "In a professional practice the practitioner decides the appointments. Marketing Your Coaching Skills Page 501 . An individual in business will usually be invited to use the 'tradesman entrance'. hairdressers. builders. "Businesses have customers who will often haggle over a price and win a discount or special offer. "Businesses include shops. and individuals in private practice. "A practice can also be a business but a business can never be a practice. the working hours and the services provided. "Professionals include doctors. decorators. mechanics. This is a typical business. accountants. dentists. authors. carpenters and artisans.Appendix 2 THE VITAL DIFFERENCES BETWEEN AN ORDINARY BUSINESS AND A PROFESSIONAL PRACTICE "Tradesmen learn a skill which they sell for a price. "Public perception of a business may be 'a man with a van'. "In a typical business the customer calls the shots.

Marketing Your Coaching Skills Page 502 . An individual in professional practice will usually be invited to enter via the front door."Practices have clients who rarely question a fee and will not seek discounts. "Speak and act like a tradesman and you will be treated as one. "Speak. think and act as a professional and you will be treated as one. "A professional in private practice is never seen in public in anything less than immaculate presentation.

"CRM means knowing more about your client than you strictly 'need' to know to deliver your service. learning what makes them tick. listening to their views and opinions. "CRM means establishing a relationship with your client that goes beyond responding to a simple request for your professional services. "This client will recommend your services as a friend. "CRM means that a client can develop into an acquaintance or even a friend.Appendix 3 THE IMPORTANCE OF CUSTOMER RELATIONSHIP MANAGEMENT (CRM) AND HOW TO USE IT "Rethink CRM to mean Client Relationship Management. "This client will pay promptly. "CRM means getting on first name terms with your client as soon as it is polite to do so and when both you and your client are comfortable with this. to a friend. "This client will return for practice related products or additional services. "CRM means making your client feel important. Marketing Your Coaching Skills Page 503 . "A client who is an acquaintance will want you to succeed and will want to help you.

A client who receives this treatment can be expected to be even more loyal than one who has never complained. "CRM means treating your clients as you would expect to be treated when you are a client of someone else. it is generally reckoned that it can cost up to 20 times more to create a new client than to retain an existing one. "Although exact figures vary."This client will rarely complain. deal with it fairly and calmly. CRM helps you to retain your clients. If you do give cause for complaint. Marketing Your Coaching Skills Page 504 .

steering group. In return for a little of your free time you will receive professional recognition from your peers. club. "The name of this game is 'kudos'. identify a niche which interests you. Marketing Your Coaching Skills Page 505 . (If they don't. "You will also gain an additional professional 'qualification' (Chair of the whatever group in the Institute of Profession) which can swing a prospect in your favour if the other contenders lack such distinction. organisation or institute. then you could start one!) "It is surprisingly easy to become an 'active' member . "This makes you stand out beyond those 'others' who may have equal or better qualifications but who never do anything. "Once 'active' it is equally easy to become a member of a working party. sub-committee. If this is fairly obscure you can become the 'expert' in very little time.Appendix 4 The benefits and methods of optimum exposure within your professional association "Your own profession will almost certainly have an association. "Rather than attempting to be all things within the organisation.this means giving up a little of your time to attend meetings. Then you may be called upon to deliver a service for a fee when the need arises. "Once there it is equally easy to become a leading player or chairman of such a group.

It is adding implied value for your prospective clients. (If they don't have one.) "The objective here is not personal ego satisfaction. Marketing Your Coaching Skills Page 506 ."If you have been a member for some time. start one. consider upgrading to Fellowship. "Raise your profile by submitting regular articles to the organisation's magazine or newsletter. The often small incremental increase in your subscription will bestow additional kudos.

"A good website is based on your other promotional material to aid recognition and congruency of image.Appendix 5 THE MERITS AND DEMERITS OF A WEBSITE AND HOW TO MAKE THESE WORK FOR YOU "A bad website is worse than having no website at all. "People tend to use the internet for information rather than to buy. but don't be tempted to lead them to your direct competitors. "A bad website is one that takes a long time to load and is difficult to navigate. "A good website includes a 'call to action' to create a response. "Any website will cost you money to set up and maintain. "A bad website is rarely updated so repeat visitors don't see anything new. "A good website may include links to others that a prospect may find useful. Marketing Your Coaching Skills Page 507 . A bad website is one that will not work properly on a prospect's computer which may be less than 'state of the art'. How many clients will it need to create to recover this cost? "A good website has an address that is easy to remember and quick to type in. "A good website offers real information.

"If you have a site it MUST be promoted in all your other promotional material. "Check your own website regularly. Quotes can vary by several hundred percent. If you only offer your services in Britain. then you probably don't need one other than for kudos or customer service. Be sure that you are comparing like with like. "Your website is international. Is it still there? Does it still say what you intended it to say? Is it creating interest? Is it out of date? "Shop around carefully if considering a site. included in your letterhead and listed with major search engines. Marketing Your Coaching Skills Page 508 . It is possible (but not advisable) to use a FREE facility.

"Use these two factors to tailor some special marketing materials just for this group. Polo players are likely to be well off with considerable disposable income. Raise your profile and then let people know what you do in your professional practice. Mention your own membership of 'their' club. Marketing Your Coaching Skills Page 509 . "You already know a great deal about all these other prospects information that might take months to research from a cold start. at a gym or dance hall or bowling alley) keep alert to possibilities for displaying a small but good quality A4poster. "Attend group meetings both locally and nationally (even internationally if appropriate). "You will have a considerable understanding of their mindsets and socioeconomic groupings (e.g.g. E-Type Jaguar owners will have achieved financial success). "If you meet others regularly (e.Appendix 6 HOW TO USE YOUR HOBBY AND INTERESTS TO EXPAND YOUR BUSINESS "Whatever your hobby or interests you will know of others who share them. "People like people who are like them. "Offer a FREE 'session' to the person responsible for displaying such material. so you have already established a high 'likeable factor' by sharing their interests.

(Use this as a selling opportunity when they accept."Offer a FREE 'session' to club members.) "Create and regularly maintain a list of all groups who share your interest within the area where you practice.) Marketing Your Coaching Skills Page 510 . (A rural area will be larger than an urban one to have sufficient density of population.

Marketing Your Coaching Skills Page 511 . "Always aim for the biggest market. "Do not look upon a book as being an income generator. It will cost you money. but little knowledge of.Appendix 7 HOW TO WRITE A BOOK AND GAIN RESPECT. "The biggest market is for people who have an interest in. These are known as 'ghost writers' because they exist but are rarely seen. Think of about 10 possible chapter headings. your profession. EVEN IF YOU CANNOT WRITE "Authors are respected.) "Your book should be paperback and about 100 pages. When you write a book about an aspect of your professional practice you will establish instant credibility that can be translated into client fees. But it WILL be an interest generator. What do you wish you knew back then. (Avoid 'Vanity Publishers' at all costs. Budget it into your marketing plans. when you were like them? "You might get lucky and interest a mainstream publisher but. It will have your name as 'author' and you alone will know this 'secret'. "Put yourself in their shoes. "There are many people who will write your book for you for a fee. in all probability. you will do better to self-publish.

"Your book can also add to your CRM (See PART ONE) when you send a signed copy with your compliments to a client to thank them for their patronage. invite them to write the preface. He offers low cost publishing consultancy too."The Academy can put you in touch with an experienced and professional ghost writer who is also an accomplished editor. Their name alone will add credibility to your book. Marketing Your Coaching Skills Page 512 . "If you know a famous person.

"Ask your client to put their favourable comments in writing and to sign them. Ask for one and you will probably get none as well as making your client feel that they have failed you. This is a subtle variation on the 'word of mouth' theme. "Simply ask a satisfied client . satisfaction or beneficial result. All you are seeking is the name and contact number so that YOU can approach the new prospect. "Always ask with confident expectation of a positive reply. "Always seek referrals at the end of a series of sessions. "If the client declines. "Ask for these 'referrals' when a client expresses particular pleasure. every satisfied client. if they can recommend three acquaintances who might be interested in your services. "If you don't ask you will not get! Marketing Your Coaching Skills Page 513 . "Nobody sells your practice as well as you do.Appendix 8 HOW TO GAIN THE POWERFUL FREE BENEFITS OF ‘WORD OF MOUTH’ RECOMMENDATION "‘Word of mouth’ recommendation is the best publicity of all. You can use these quotes in your subsequent marketing material. So don't ask your client to sell your services. move swiftly on and try again another time. using your client's name (with their permission) as an introduction.indeed. Strike while they are hot. "Ask for three and you will probably get one.

not that you have forced a sale. Avoid professional rivalry and gossip at all costs. Especially avoid those that can be answered with a 'No'. they may not volunteer. "Always assume that a prospective client WILL buy and WILL have the means to pay your fee. This means using the 'presumptive close'. (Unless you ask. a question… avoid those that can be answered with a straight 'Yes' or 'No'. "Always ask a prospect to buy. procedures and qualifications with the greatest respect. "Let a client feel that they have chosen to buy. Never discuss the techniques or the 'behind-the-scenes nuts and bolts'. appear to reply but keep an air of mystery as this will increase their appetite for your services. training. When your client sees YOUR respect. they will share it.) "Never offer a discount.Appendix 9 HOW TO SEND THE RIGHT MESSAGES TO YOUR TARGET CLIENTS TO ENSURE A GREAT RESPONSE "Never. "Always emphasise the benefits for the client. Even if asked. ever attempt a hard sell. or prospect. "Always treat your practice. If you suspect that a prospect has a problem with Marketing Your Coaching Skills Page 514 . "When you ask a target client. "Never 'bad-mouth' your competition.

Marketing Your Coaching Skills Page 515 .your fee. "If a prospect resists. Knowing that your fee is what your services are truly worth means never having to engage in bargaining or price wars. seek reasons why and use this grass-roots research to adjust your future marketing approaches to avoid such resistance. by all means offer a lower price but for a lower level of service.

Always treat every client with absolute confidentiality.Appendix 10 HOW TO GO FROM 'SUSPECT' TO 'PROSPECT' TO 'CLIENT' TO 'REGULAR CLIENT' IN EASY STAGES "A suspect is any member of the public who could conceivably become a client for your practice sooner or later. brochures or who has received word-of-mouth recommendation is a 'warm lead' prospect. politics or sex unless your specialty is built around one of these themes. Provide as much information as they seek and resist the temptation to provide more as this can confuse them. Answer questions fully and truthfully. simple. Never argue with a client. Marketing Your Coaching Skills Page 516 . ideally during the course of a session). Warm lead prospects are also found in people who attend exhibitions or trade shows related to your specialty or who subscribe to specialist magazines read by your existing clients. press releases. (Plenty of time for this later. "A suspect who has responded to your advertisements. "Treat every client with your total respect and with 100% attention whilst you are talking to them or meeting with them. religion.even while you sleep .at converting a lead from 'cold' to 'warm'. When you initially approach such individuals you are following a 'cold lead' which is normally nonproductive and disheartening. They have already pre-selected themselves as being interested in your services. They will only do this if they send the right professional message in clear. Avoid issues of race. nonpatronising terms. "Each of the above underlined items can work for you . "When you respond to a prospect's request for more information you are over half way towards converting them into a client.

(If you don't have one yet. Marketing Your Coaching Skills Page 517 .Adhere to your professional code of ethics. if appropriate to your practice. Send a Christmas card too. audio-programme. This will increase the clients' feel-good factor and may well produce a repeat booking. create one for yourself. Never pester a client but. Send copies of press-cuttings .'I saw this and thought you would be interested'. follow up with 'wondered how you are' enquiries at three months and nine months after the end of their final session.) "Offer clients a book. "Always send a proper commercially produced 'Thank You' card after the final session. video or seminar that is related to your practice specialty and that may assist the client.

Some clients clearly needed other therapies rather than hypnosis so they were referred to other therapists in the area. All benefit from increased local awareness. He discovered that the solicitor regularly plays rugby and cricket with a local team. mix with successful people. This offers scope for joint 'open evenings' at a local hotel. "Spend time in these places. Find out where they meet. "Many practices who have totally different specialties may still share common problems.Appendix 11 HOW TO FORM STRATEGIC ALLIANCES WITH OTHER PRACTICES TO YOUR MUTUAL ADVANTAGES "Find out where other professionals in your area operate. these therapists referred some of their clients to the hypnosis specialist. "To be a successful person. what clubs they belong to. where they shop. "Establish strategic alliances with non competing practices. In return.A local hypnotherapist lives next door to a solicitor. The police asked if hypnotherapy could help officers and victims of posttraumatic stress. where they dine. Not to sell your services but to be seen and eventually recognised. Marketing Your Coaching Skills Page 518 . As a result he doubled his client base. often against a police team at the local police social club grounds. All contribute time and talents equally. "Example:. He offered a free presentation and after dinner speech to the local solicitors' professional group. They invited senior police officers.

They are simply a means of providing and returning favours. "These arrangements should not include financial reward or 'finder fees'. Get to know them as part of your mid to long-term strategy."Read your local paper avidly and you will soon recognise who are the 'movers and shakers' in your community. Marketing Your Coaching Skills Page 519 .

Appendix 12 HOW TO ACTUALLY GET PAID FOR PROMOTING YOUR OWN PRACTICE "Examine copies of your favourite magazine which is non-practice related. "Write an article that can easily fit into one of their regular pages. "Example:. An accelerated learning specialist was published in Management Today. "When it is published you will be paid a contributor's fee. An aromatherapist was published in Your Horse magazine. "And you will have achieved valuable FREE publicity too! Marketing Your Coaching Skills Page 520 .A life coach was recently published in two separate editions of OK! Magazine.

) "Can you provide evidence of past success and qualifications? "Are you on their wavelength? "Do you have something else in common .special interests or ethnic values? "Are you easy to reach during hours when the client seeks you? "Can you assure them of a service that is beyond good and is excellent? "Can you be trusted? "If the answer to any of these questions is 'No'… then you have a lot of urgent homework to do on yourself! Marketing Your Coaching Skills Page 521 . "Can you solve their problem? "Do you have a good track record? "Are your fees acceptable? (Too low and you may have a credibility gap. a prospect needs certain basic facts.Appendix 13 HOW YOUR PROSPECTS' MINDS WORK WHEN DECIDING ON A PRACTICE "To make a decision. Too high and you may have too few clients to sustain your lifestyle.

they don't work any better. Prices fall as deadlines approach . 6. If they won't drop the price ask for a FREE upgrade to a bigger advert. 3. 2. Don't pay premium extras for 'special positions'. Don't pay extra for colour .book as late as you dare. Seek deep discounts for 'payment with order'. low prices if an advertiser drops out. Invite sales reps to contact you with low. 9. 10.again. Provide camera-ready copy and seek a reduction for this. ignore the rate card. 5. 8.Appendix 14 10 TOP TIPS ON SAVING ADVERTISING MONEY THAT THE MEDIA DOESN'T WANT YOU TO KNOW 1. Ask for a 'forward features list' and advertise in issues that mention your specialty.always negotiate their 'best' price. Seek generous discounts for a series of ads . 7. Never pay the 'rate card' price for adverts . 4. Marketing Your Coaching Skills Page 522 .it rarely looks as good as you expect it to.

They are cheap to distribute by fax or email. Use this in your own marketing initiatives. 'Editorial' is trusted by readers more than advertisements.Appendix 15 10 REASONS WHY PRESS RELEASES ARE THE BEST 'FREE' ADVERTISING OF ALL 1. 2. 5.Keep a file of published work along with the cover of the magazine or front page of the paper it appeared you don't have to. 'Editorial' is usually read. They are simple and quick to write . 4. BONUS TIP:. your practice can have a perceived 'up market' image. 10. 7. 6. In the right publication. 3. 9. 8. Editors have pages to fill so you are actually helping them. Marketing Your Coaching Skills Page 523 . advertisements are often skipped. The publication pays for typesetting .but simple doesn't mean easy. It really is FREE. Readers believe that editorial space is earned on merit while adverts are paid for. Even if you pay to have it written you can expect a much larger mention.

cafes or toilets. 2. 3. 7. Seek a ground floor spot in a high traffic area . Book 'space only' rather than 'shell schemes'.bribe them with a candy.near entrance. 9. 10. 6. Have something moving on your stand to attract attention. Use your most dynamic and attractive 'personality-plus' staff. Offer a discount 'if you book at this show'. Never hire extras other than a single electrical power point. 5.Appendix 16 10 VITAL WAYS TO GAIN MAXIMUM COST EFFECTIVENESS AT TRADE SHOWS AND EXHIBITIONS 1. Never pay the rate-card price for a stand .Always follow up all enquiries the next day! Marketing Your Coaching Skills Page 524 . 8. Make it obvious what you do! BONUS TIP:. 4.negotiate terms. Get off your stand and herd the visitors towards it . Have a second person on the stand to deal with those you present to them.

organisers rarely (if ever) check these. Visit early again on the 2nd day . Visit special stands just before closing time to say a personal 'goodbye'. BONUS will be recognised and greeted as a friend 6. Give out your business cards as freely as possible . is good. Your objective is to find potential clients or strategic alliances. 3. Marketing Your Coaching Skills Page 525 . Lie low over the lunch period but talk to as many people as you can in the café. 8. Sympathise with tired stand staff . 5. 9. Talk to as many stand staff as you can .to other visitors and stand staff. 4. Get there early on the first day and visit as many stands as you nothing and refuse paper. Always wear a distinctive colour on both days .they will then see you as 'one of them'. 10. Always visit on two consecutive days.Appendix 17 10 WAYS TO TURN YOUR ATTENDANCE AS AN EXHIBITION VISITOR TO YOUR ADVANTAGE 1. 7.Place your promotional literature in the exhibitors' press room .

10. Adjust word count accordingly. 8. Marketing Your Coaching Skills Page 526 . Read a copy of the magazine and see where your article might fit. clear typed/printed hard copy of your article. Always include a cover sheet with title. 7. Enclose a good quality photograph with name and contact details on a label on the reverse. Offer 'FBSR' . Offer copy on floppy disk or email if needed. (A photo booth passport picture will not do. your name. 4. Always send perfect 'first generation' clean. 9. contact numbers and word count. 2.Appendix 18 10 WAYS TO ATTRACT AND RETAIN THE ATTENTION OF MAGAZINE EDITORS 1. Do not telephone to enquire about progress. Say that you are available for telephone interview or photo if needed. 3. Phone magazine offices for name of editor and mark submission 'For personal attention of [Name]' BONUS TIP:.) 5.(First British Serial Rights).Ask for payment at their 'usual contributor rate' and request two copies of the issue that your article appears in. 6. Write informative articles and go easy on the 'hidden advert' content.

Never argue. 6. Remember a dissatisfied client will tell many others. Speak slowly and calmly and quietly and maintain your professional demeanour at all times. If appropriate. 4. Listen more than you speak. talk over. Ask what they would like you to do to make the situation better for them. 8. offer refunds as vouchers against further services rather than cash. You are in 'damage limitation' mode. 10. 7. 9. or shout down your client. 3. Marketing Your Coaching Skills Page 527 . offer a refund or FREE further session. Make apologies rather than excuses.Appendix 19 10 WAYS TO DEAL WITH DISSATISFIED CLIENTS 1. Empathise (even if they are wrong). If appropriate. Let them blow off a head of steam before trying to make your points. 2. 5.

A newsletter lets prospective clients know what you do and keeps existing clients loyal. 3. especially if you send your newsletter by Marketing Your Coaching Skills Page 528 . 6. Use A4paper and ensure good quality reproduction. (Laser Print or High Street Quick Copy shops. 4. Send your newsletter by first class post. this implies added value and shows that you care. Include offers that are 'exclusive' to newsletter readers.Appendix 20 10 WAYS TO CREATE A NEWSLETTER THAT CREATES CLIENTS 1. 7. Give your newsletter a catchy title or at least one that says something about your practice. This adds perceived value.) 8. 10. Let your newsletter reflect the personality of your practice.Avoid fancy fonts. Publish regularly at least once a year but no more than six times a year. 2. A newsletter is not just a very long advertisement. BONUS TIP:. It must contain information. 9. Look at examples of newsletters that appeal to you and copy their layout. 5. Put a cover price on the front page (at least £1) but send the newsletter FREE with your compliments.

email .what leaves your computer will not always be what is received at the other end Marketing Your Coaching Skills Page 529 .

You MUST say who you are. 8. 10. what you do. Consider using a good quality head Marketing Your Coaching Skills Page 530 . 3. Use a single column on the front and back pages . Don't pay for coloured inks.clean and simple to attract interest. A double-sided brochure folded in half (to give a finished size of A5) looks bigger. 2. 5. 4. BONUS TIP:. Print your brochure on A4 paper.Appendix 21 10 SECRETS OF EFFECTIVE BROCHURE DESIGN 1. Add quality by using thick paper . Use double or triple columns on inside pages .at least 100gsm. You MUST TELL readers what to do next and make it easy for them to do it. A double-sided three-fold brochure says 'cheap'. what it costs. Add colour by using black print on tinted paper. Leave this format for menus in take-away restaurants.looks more informative.People buy from people. 7. classier and fits a standard C5 envelope without further folds. Vary its size for variety and headlines. where you are. Use one consistent font throughout. 9. 6.

and shoulders photograph of yourself but don't let your brochure become an ego trip. Marketing Your Coaching Skills Page 531 . BONUS TIP:.You can double the response rate when you include a reply postcard or coupon for more information.

5. Cream and beige are boring. 6. Use daylight wherever possible but filter direct sun through blinds. First impressions count so keep your premises immaculately clean and tidy at all times. up lighters and table lamps to focus attention on a key ornament or picture. White is clinical. Use effective aromas:. Use effective lighting:. Marketing Your Coaching Skills Page 532 .Avoid stark overhead strip lights. Consider pot-pouri if you suspect that clients may have respiratory conditions that incense might irritate. burgundy. Use incense (flower pots with earth make safe containers for incense sticks) these are cheaper than oil-burners. Pink (and most pastels) are feminine. Think how lighting can conceal as well as reveal. between 1pm and 3pm Mon to Fri) 3. Use an answering machine.g. a message service or a member of staff. Use classical or new age or ambient music.Appendix 22 10 WAYS OF CREATING THE RIGHT AMBIENCE 1. Use effective colours:. Use CD on 'repeat play' to avoid fiddling around with the equipment. Black and chrome are masculine. then kill the music at once. 2. (e. Darker colours say 'quality' (navy. Think of colour themes. Let such callers know the best times to call.Avoid rock or heavy metal. mahogany). Never allow incoming telephone calls to interrupt your time with a client. Use spotlights. Use effective sounds:. Keep background music in the background. 4. Blue and green shades create calm.Avoid harsh 'public lavatory' air-fresheners. If a client prefers silence.Primary red and yellow can create stress.

Use fresh flowers in season in fresh water. Marketing Your Coaching Skills Page 533 . 8. 7. Have the best quality toilet facilities for your clients and keep these clean at all times. Pay attention to floor coverings regarding texture. colour and silencing effects.These are soothing but can create a need for a visit to the toilet if too loud in the trickle-sound department. 10. Use an indoor water feature:. Get a simple book on Feng-Shui and apply the best ideas. 9.

Appendix 23

"How to use this Appendix "Press releases defined and why you need them "The importance of timing "How to identify your target publications "How to present your press release "What your press release must (and must not) contain "Beyond your press release "Copyright "A useful contact "Sample press releases

" January " February " March " April " May " June " July " August " September " October " November " December

How to keep every resolution without fail The Best Valentine - Love Yourself For Mother’s Day - And Fathers Too The Promise of Easter Spring Clean Your Life Your Super Summer Retreat Time To Relax Your Autumn Tune Up Use Those Longer Evenings Plan Your Perfect Christmas Now Your Year End Review A Special Time For Special Relationships

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How to use this Appendix

It does not matter one iota whether you know anything about press releases or not.

This Appendix provides an easy to read introduction to the subject and some useful reminders for those who may have been introduced some time ago.

It is suggested that you read through the first sections just as you would read any other book and that you make key-word notes in the wide margins as you go.

These sections alone contain dozens of useful snippets of information on a ‘need to know basis’ which saves you the time and effort of finding a textbook on the subject and ploughing through it.

You are a life coach of excellence - this does not necessarily mean that you are also a writer of excellence. The really good news is that you don’t have to be!

Once you have completed the first section, look at a few of the sample press releases to give you some ideas. You can even copy them if you wish. (But pay special attention to the section on copyright.)

Your feedback and positive comments are always welcome as these will help us to shape the next edition to make it even more useful.

Happy reading!

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" A press release is simply a short story about an aspect of your practice that is sent to the editor of a newspaper, magazine, radio programme or television programme. " Its purpose is to raise public awareness of your profession in general, local awareness of your ability to provide the service and thus the creation of interest. You can then convert this awareness into client creation. " Your press release will be competing with dozens of others, including very glossy presentations from major public relations (PR) companies. Armed with the information in this booklet, your release stands a better chance than many of being selected for publication or broadcast. " Readers, listeners and viewers are not daft. They recognise that something carried as ‘editorial’, which your press release will be, has earned its publication on merit rather than a paid for advertisement which many will disregard or disbelieve. " They will even see your published or broadcast item as an implied endorsement by the editor. This is the next best thing to first hand word of mouth recommendation. " Think of the advertising that you could buy. £100 may fund a single entry of an eighth page classified advertisement in a small circulation magazine. A whole page can cost at least £2000 and, in the national newspapers and magazines can cost more than £10,000. " Your press release can gain you at least as much coverage - and often

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more - and it will cost you zero, zilch, nada, nothing! (Unless you pay someone to write it for you, more about this later.) And it will be more credible as news! " In fairness there is a downside. Publication of a paid advertisement is usually guaranteed but publication of your press release is a gamble. It is however, one of the few gambles worth taking as your ‘stake’ is a few hours of your free time, a few sheets of paper, a handful of stamps and some envelopes, a couple of clicks of your email mouse. Your ‘winnings’ could be worth £10,000 in equivalent advertising or more. " No public relations firm in this planet can ever promise that your press release will be published. If they do, they are lying! You do not want to do business with them. You really don’t! " As with all initiatives there are tricks of the trade that can take years of trial and error to learn. Some of the most useful are revealed in these pages so that you can use them immediately. Others have made the mistakes so that you don’t have to!

TIP:- Never, ever pester an editor with enquiries about whether they got your press release or if and when they plan to use it. Take it from me. They did get it and they will use it if it is good enough!

" Use a well crafted press release whenever you need to increase your client base. " But first, read the next section about timing.

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" If you send your press release to the local paper and expect to see your practice featured in the next issue - you may be disappointed! " Even daily papers, both local and national, tend to prepare their featured articles several weeks in advance of publication. " So when CAN you expect to be published? Here is a rough guide. You should keep these timescales in mind when you are sending a timesensitive press release.

Daily Papers

Four weeks before intended publication

Weekly Papers

Eight weeks before intended publication

Weekly Magazines

Three months before

Monthly Magazines

Four months before

Quarterly Magazines

Nine months before

TIP:- Contact the editor of your chosen publications and ask for a ‘forward features list’ and deadlines. You can then tailor your press release to pick up on one of the featured themes and get it there on

" For inclusion in TV documentaries you may wait a year or more before your programme is screened. TV chat-shows have a shorter lead time. " Radio programmes offer the most instantaneous coverage.

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" Send your press release by first class post and, just to drive the point home, write ‘First Class’ on the envelope (or use a pre-printed First Class sticker). " Editors are always busy people. They don’t like Monday morning mail as many have a production meeting on that day. They like to ‘run-down’ on Fridays, so time your posting to arrive on Tuesday, Wednesday or Thursday.

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"The first step is to have a clear idea about who you want to reach. "If your objective is to attract local clients, there is no point in seeking national coverage - so focus on local publications and broadcasters. "If you have just written a book or won an award and seek sales, fame and glory on a national scale - then go for nationally distributed publications and national broadcasting media. "Now refine your target further. (Don’t be tempted to say ‘everyone’ as you will be wasting your time and postage.) "Identify your prime target audience by sex, occupation, ethnic group, family status, socio-economic group, special interests and so on. "If you want to attract business executives as clients, there is no point in submitting a press release to Woman and Home. If you want housewives as clients, then don’t seek publication in Management Today. You get the picture?

There are three annual publications that you may find useful…
" Writers and Artists Year Book " The Guardian Media Guide " Freelance Photographers’ Handbook

" They all contain a wealth of information, names and addresses. Your local bookshop or library will have them. " Professional PR agencies use Willings Press Guide ...but this costs megabucks and is not really necessary - but you may find it useful to

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browse through a copy in a library. "Be prepared to think ‘outside the box’. If your special interest is, say, horse riding, then consider a press release about the way that a coached rider can enjoy a happier relationship with their horse. (Did you know that stables use chiropractors, osteopaths, acupuncture and herbalists for their animals?… so why not life coaches for their owners?) "A local story will sometimes be picked up by the national media - so be prepared. It may never happen to you. But it might!

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" Use white A4 paper. " Type or print on one side only. " Use double line spacing. " Send only pristine, perfect, first generation copies. " Ensure that your name appears on every sheet. (Use the ‘header’ facility if you have a word processor.) " Ensure that every sheet is numbered. " Ensure that every sheet contains an identifier keyword (more on this later). " Always conclude your text with a word count. " Keep paragraphs short. " Keep sentences short. " Check, double check and triple check spelling. " Avoid fancy fonts or typeface - Times New Roman is ideal. " Avoid colourful gimmicks - stick to black ink. " Avoid jokes, cartoons, illustrations, graphs or charts.

TIP:- Put your most important points at the start and the least important at the end. Most editors will ‘cut’ from the bottom upwards. " Keep to one sheet of A4 if possible, two or three sheets are acceptable, more will reduce your chances of even being considered. The editor will ask for more if he or she needs it. " Include a brief covering letter. Keep it simple and address it to a named person. (An example follows overleaf.) " Do not submit press releases by email unless requested to do so.

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With address, phone and other contact details included… For the attention of: Bill Bloggs Features Editor Presentation Magazine Top Hatt Publishing Sydney 2000 23rd May 2001 Dear Mr Bloggs I am pleased to enclose a press release about a new life coaching practice that is creating considerable interest in show business circles. I am sure that your readers will find this information useful. Please do not hesitate to contact me if you need more information. I look forward to receiving a copy of Presentation Magazine when you decide to use this material. Yours sincerely

Andrew Coacher
Andrew Coacher Enc x 1

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" It MUST have a headline. You have about two seconds to attract the editor’s attention. If the headline fails in this mission, the rest of your press release will not be read. " It MUST NOT be a blatant advertisement for your practice or services. If it is construed as such it will not be published. You may, however, receive many calls from the advertising salesmen inviting you to take paid advertisements instead. "! It MUST have a ‘news’ angle. This may be to announce a new product or service, to mark the anniversary of something, to mention a famous name visiting your area, to announce new and improved offices, to announce the youngest, oldest, rarest or most unusual of something. " It is OK to be inventive when looking for ‘news’. In our experience, given that many life coaches offer broadly similar services, we suggest that a ‘tie in’ with national anniversaries. e.g. Valentine’s Day; offers a suitable ‘news’ angle. (For ‘news’ in this instance, read ‘topical’.) " Every sheet MUST have an identifier key word (see examples) and your details in the header. It must be numbered. At the foot of each sheet put /More if the text is continued. At the foot of the last sheet put ENDS 350 WORDS (insert the correct wordcount). " It will help your chances of success if you add a standard form of ‘notes for editors’ (see examples). " You MUST NOT use registered trademarks, brand names, individual’s names or quotations without the prior written consent of their owners.

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you should be paid for it too! "Contact the author of this paper if you need more information about promoting your practice through articles. retain copyright of the rest of this publication which means that you are NOT permitted to copy.BEYOND YOUR PRESS RELEASE "Most editors maintain a list of contacts and you could be on it. you can save a lot of ‘cold calling’ by using this as the introduction to having an article or series of articles in the title. COPYRIGHT "It is illegal. Marketing Your Coaching Skills Page 545 . you may well be contacted for a quote or a comment if the need arises. In the case of this paper. "If you acquired this document through the correct channels. This means that you can use the 12 press releases that follow for promoting your own practice and for no other reason. immoral and not becoming of a life coach to steal the intellectual property of another. "Once you have established a reputation for providing well crafted and professionally presented press releases. " An article about an aspect of your practice will have all the benefits of a press release (free publicity across generous space etc) but it will have a significant extra benefit . "The originator of an item may. the Academy now bestows limited use of that copyright on you.It is not in your interests to claim copyright of your press release because the whole objective is to get it published as widely as possible. The Academy does. reproduce or sell it on. bestow copyright to a third party. however. the author has received a fee which was partly for creating the work and partly for bestowing its copyright upon The Coaching Academy Ltd. TIP:. however. for example. Copyright protects the originator of a work against this. "If you are able to develop a working relationship with an editor.

He is a life coach too! "As an exclusive offer for Academy graduates. It is not recommended that you photocopy these examples. editor.A USEFUL CONTACT "This paper is produced for The Coaching Academy by Colin C. If one works better than others. Keep a record of the dates of mailing and publication of each of your releases. then keep a simple file The following pages contain a press release for each month of the year. Edwards. "He will be pleased to hear from you during office hours on 0208 313 3971 or by email at pdqmag@yahoo. town and contact numbers and then save them to your own computer or word processor. Colin offers 25% reduction from his usual fees. journalist and PR consultant. "Colin is an experienced author. If you have a typewriter. Do not send monthly press releases to the same editor. Please read the notes concerning ‘timing’ elsewhere in this booklet and remember that the suggested months are planned publication months. "He works on a freelance basis and will be happy to quote for your writing needs. use it again with minimal changes for a different audience. Write the content yourself making the appropriate changes to name. Use the examples as ‘ideas stimulators’. Marketing Your Coaching Skills Page 546 .

Remember too that there is no success or failure. Marketing Your Coaching Skills Page 547 . think about solutions.” He continues: “Instead of thinking about resolutions. Don’t beat yourself up if the result is not what you planned. Doe is a life coach and tells us that many of his clients benefit from this simple change to their thinking. instead of focusing on the great benefits that they will achieve. He suggests that when we make these promises to ourselves. The help and support of a non-judgmental and uncritical third party is crucial to a good outcome. doing less or changing something that you have enjoyed for years.” Doe also offers some pointers about why so many people get results that they see as failure. The other is that they attempt to do it alone. we could all benefit from this simple procedure. we may keep a few of these resolutions during our life but. make ourselves miserable and then lapse back into our old habits. “Consider why people make resolutions. just change something and start again. Now a man/woman from Anytown says that he/she has the vital formula that can ensure that you can keep every resolution without fail. He claims that the key lies in that word ‘resolution’. Then. “In this life you attract whatever it is that you think about the most. feel and sound when you have found the solution. we should drop the ‘re’ bit of the word and concentrate on the ‘solution’. It is usually because there is some aspect of their life that they want to change for the better. The first is that they try to change the habits of a lifetime overnight and the human mind and body doesn’t work like that. He tells us that there are two main reasons. If you think about negative words like giving up. they focus on what they are giving up so.Release 1 for January publication PRESS INFORMATION Resolution Immediate Release . for most. According to John Doe.[Date] HOW TO KEEP EVERY RESOLUTION WITHOUT FAIL We have all done it. stopping. there is only a result. We make New Year resolutions. Instead of thinking about what you may be giving up. then it is inevitable that your subconscious will rebel to ensure that it does not happen. Think about how you will look. of course they fail. maybe struggle to keep them for a few days.” John Doe again. Sure. it is a losing battle. think about what you will gain.

More/ Resolution Many coaching clients think that setting a resolution is all that it needs. He can be contacted during usual office hours on Tel 0208 765 4321 We give him the last word. Achieving solutions begins with setting them correctly and then having support to make them happen in a timescale that the body and mind can and will accept. Marketing Your Coaching Skills Page 548 . Where you see 'Anytown' substitute the name of your town. Where you see 'date' substitute the date that you send the release. The power of personal change is just too good to be limited to the first few days of the year and it really is possible to keep every resolution without fail”. Where you see 'Tel. make the following changes: Where you see 'John Doe' or 'Doe'. John Doe is always happy to discuss this or other aspects of his approach to life coaching. Then he gets them to define strategies for creating the change with small action steps that will bring them gradually closer to their goals. He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol. fax or email' add your own number. ENDS 600 WORDS Notes for editors: John Doe is available for interview and photographs. absolutely free of any cost or obligation. Print the finished version on your own NOTES:. substitute your own names or surname. “ New Year solutions are great if they get you thinking about your life. you can start work on a new solution at any time. Remember. Doe often spends the first few coaching sessions getting them to fully appreciate why they choose what they choose and to examine their commitment to the change.Before you send this to a potential publisher.

because so many of us are brought up in a culture where it is considered bad form to put yourself first. This is not the same as arrogance or conceit. If you don’t love yourself. the more you receive. it can even make you repel those who want to love you and that can result in the collapse of a relationship.LOVE YOURSELF This is the month when love is in the air. you may feel that you are unlovable by someone else. we can severely limit the love that we have to give. you can give freely and you can project love outwards to others. When did you last give yourself a Valentine? That is not as strange as it may seem. the more love that you give. At worst. which makes your eyes shine. It is the ability to acknowledge all your good points instead of a continual focus on your faults. When you can do this you can look the world in the eye. Every truly happy and successful person has high self-esteem. John Doe again. it is about giving as much credibility to your positive qualities as you do to all the others.” He continues: “Self love is not the same as selfishness. It means looking into the mirror and seeing a person of great potential. “It is because the whole idea of self love is alien to them. thanks to Saint Valentine. Doe is a life coach and tells us that many of his clients benefit from this simple change to their approach to love. It means taking time out to truly appreciate all your great qualities.[Date] THE BEST VALENTINE . This doesn’t mean selfishness and introspection. But here is a thought for you. As anyone who knows true love will tell you. According to John Doe of Anytown. “It can also limit your capacity to receive love. the place to start this whole cycle going is with selflove.” Doe also offers a reason why so many people never get to find the one true love that the Valentine’s cards talk about. your energy level rises and improves every aspect of your life. If they think about it as self-esteem then it becomes more acceptable. He explains that. At best.Release 2 for February publication PRESS INFORMATION Love Immediate Release . skills and talents. This starts an amazing circle of ever increasing love.” Marketing Your Coaching Skills Page 549 . this can make you doubt any expressions of love that you receive.

Doe says that the process of increased awareness is simple.and that includes love. once they have addressed the issue of self-esteem. fax or email' add your own number.Love Some of his coaching clients have discovered that.Before you send this to a potential publisher. Print the finished version on your own letterhead. Where you see 'date' substitute the date that you send the release. Where you see 'Tel. He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol. gradual and very effective. then everything else just falls into place. He can be contacted during usual office hours onTel 0208 765 4321 We give him the last word. you have it for all time. Marketing Your Coaching Skills Page 550 . make the following changes: Where you see 'John Doe' or 'Doe'. John Doe is always happy to discuss this or other aspects of his approach to life coaching. The biggest pay off is that when you have done it once. Then you become truly aware that you can NOTES:. absolutely free of any cost or obligation. substitute your own names or surname. Where you see 'Anytown' substitute the name of your town. do or have whatever you want in life . “We are all born with a good awareness of ourselves.” ENDS 630 WORDS Notes for editors: John Doe is available for interview and photographs. Decide to base your impressions of self on what you truly know to be true instead of the opinions of others and you are well on the way to building up that never-ending store of love that is your birthright. What subsequently happens is that we remember all the negative things that others tell us about ourselves and these can swamp our opinions about the good qualities that we have.

John Doe again. lessons or experience. Like you. These individuals will require a greater effort for forgiveness but it is an effort well worth making. of course. He points out that any couple can become parents without any training. “If you harbour a grudge or resentment it will fester and impact on everything else that you do and that is like trying to cycle uphill with the brakes on.[Date] FOR MOTHERS’ DAY and FATHERS TOO We all have a mother and a father and. Some of his coaching clients are held back in achieving the great things in life because there is simply no room to let them in. relationships and life in general are coloured by how close our childhood came to this ideal. what has been done cannot be undone and you are what you are.” Marketing Your Coaching Skills Page 551 . this is an ideal situation and. We all owe a deep debt of gratitude to our parents for creating us in the first place. Doe is a life coach and tells us that many of our attitudes to work. You are also what you think. After all. “They did the very best that they could with the knowledge that was available to them at the time. then for giving us roots in a secure environment to progress from infancy to adolescence. “The key to overcoming any resentment or regret is forgiveness. so Mothers’ day is a great time to eliminate any negative thinking about your parents. The way to release the brakes is to just let go.” Doe excludes parents who wilfully mistreat their children from this general observation. But now it could be time to go beyond cards and flowers. The best parents of all then gave us wings so that we could explore the world and soar to the heights of our own vast potential. most of us remember them especially on their special it is hardly surprising that they may have made a few mistakes along the way. He explains it like this.Release 3 for March publication (NB: The date of Mother’s Day is variable around the world!) PRESS INFORMATION Mother Immediate Release . So it is not surprising that many fall short of the perfection that we might have felt was our due.” He continues. they only discovered what they didn’t know when they needed to know it . one that a great many people feel they have lost out on. alas. According to John Doe of Anytown.

This process also has a positive impact for clients who are parents themselves. Where you see 'date' substitute the date that you send the release. In understanding their own parents. He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol. they find a greater understanding of their children.” ENDS 600 WORDS Notes for editors: John Doe is available for interview and photographs. right now.Before you send this to a potential publisher. He can be contacted during usual office hours on Tel 0208 765 4321 We give him the last word. Marketing Your Coaching Skills Page 552 . “In the final analysis we all have a choice. Where you see 'Tel. Print the finished version on your own letterhead. make the following changes: Where you see 'John Doe' or 'Doe'.com NOTES:. ‘Could you let that feeling go?’ ‘Would you let it go?’ ‘When?’” Their answers invariably lead to the client becoming aware of the way forward and going for it. absolutely free of any cost or obligation. Share that love with your parents before it is too late.Mother “If it becomes apparent that a client is being held back by some imagined past injustice I ask them three simple questions. John Doe is always happy to discuss this or other aspects of his approach to life coaching. to let it go and replace it with happiness and love. We can carry negativity and bitterness with us to the grave or we can decide. fax or email' add your own number. Where you see 'Anytown' substitute the name of your town. substitute your own names or surname.

Doe explains that balance means harmony rather than discord. Perhaps it is time to restore your own natural balance. ample income and luxury car.relationships. when the natural world is bursting with the promise of a glorious spring and the warmth of summer. That probably made your emotions and optimism pretty cold. health. The grass is starting to grow faster than even the most avid gardener can mow it. Within weeks he had found happiness too and without putting any of his Marketing Your Coaching Skills Page 553 . He suggests that this should include a brief but thorough examination of all the areas of your life . As the mornings and evenings grow lighter and as the last of the winter frosts disappear. As our coaching sessions progressed he began to work on restoring the balance. Perhaps those fondly held beliefs that served you well in the past are due for an overhaul.[Date] THE PROMISE OF EASTER Easter is one of the most special public holidays of the year. “But.” He continues: “Unless humans interfere with nature. leisure and talents. grey and wet winter. grey and wet too. The first trees are in blossom and the others have green buds. this is a great time of year to look back at those New Year resolutions. he was an unhappy person. finances. to review progress and to take any corrective action needed. this is an ideal time to decide that you too will start over and put right anything that you feel needs correction in your own life. Despite his large house. Of course there is a special significance for Christians but there is also something in the air for everyone. it has its own graceful balance. According to John Doe of Anytown. Anyone can do the same with their own thoughts and attitudes. Doe is a life coach who has a keen professional awareness of the way that the seasons can affect our feelings and attitudes. “This man was a success by most material measures.” John Doe again. He had spent so much energy building his business that he had no time left for all those other aspects of his life.Release 4 for April publication (NB: The date of Easter is variable) PRESS INFORMATION Easter Immediate Release . He described one client. career. “The chances are that you made those January resolutions in the midst of a cold. there is a great feeling of a new beginning. The old and used makes way for the new and vibrant.” When pressed further.

He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol. Marketing Your Coaching Skills Page 554 . Print the finished version on your own letterhead. fax or email' add your own number. Where you see 'Anytown' substitute the name of your town.” More/ Easter John Doe is always happy to discuss this or other aspects of his approach to life coaching.material gains at risk either. Where you see 'Tel. absolutely free of any cost or obligation. substitute your own names or surname. You deserve nothing less”.Before you send this to a potential NOTES:. make the following changes: Where you see 'John Doe' or 'Doe'. “You would have to be a very cold individual indeed to totally ignore the promise of Easter. Where you see 'date' substitute the date that you send the release. ENDS 520 WORDS Notes for editors: John Doe is available for interview and photographs. We give him the last word. So take some of that promise for yourself and then make sure that it is a promise that is delivered. He can be contacted during usual office hours on Tel 0208 765 4321.

Release 5 for May publication PRESS INFORMATION Spring Immediate Release . carry a load of excess baggage in the form of worry. guilt. Doe is a trained. where you want to be in the future and how you are going to get there. spring marked the start of the season when the weather allowed a complete cleaning of the cave or house. “A few people are able to do this for themselves but the vast majority find that having an outsider like me to keep them on course is a vital ingredient in their life spring cleaning.[Date] SPRING CLEAN YOUR LIFE Spring cleaning has its origins in ancient history.” This really is spring cleaning for the mind. He says: “Many clients are amazed at the positive impact that even a small change or shift in attitude can produce. without exception. clients are shown how they can easily let go of all this baggage to create room in their lives for new and exciting challenges.” Doe states that we all. He continues: “In the same way that our homes can become musty during the winter months and often look in need of a new lick of paint. with no labour saving devices and no electricity. Since then. professional life coach who helps his clients to do just that in a series of one-hour telephone conversations at weekly intervals. life coaching is one of the most effective ways of staying green and growing instead of becoming ripe and rotten. the tradition has been maintained but now there is a new angle. He is a great believer in the power of a positive mental attitude and claims that very few of us ever achieve anything approaching our full potential. So we focus totally on the future and the actions that will lead to the positive results that they desire”. In life coaching. so our lives can become a bit tattered and full of mental junk that no longer serves us well. fears and false beliefs or expectations. According to John Doe of Anytown. The only place that they can start to change their life is here and now. Marketing Your Coaching Skills Page 555 . spring cleaning for your life. in effect. “Frankly. Back then. I am not interested in how they got to where they are now. It is called life coaching and it is.” John Doe again. It is simply a way of looking at where you are now.

“I am still surprised at how often my clients tell me that their emotional and mental spring cleaning is like a weight being lifted from their shoulders.Spring In the same way that the onset of spring is often the catalyst that triggers a burst of domestic action.” ENDS 530WORDS Notes for editors: John Doe is available for interview and photographs. absolutely free of any cost or Marketing Your Coaching Skills Page 556 . He says. so a life coach can be the catalyst that allows amazing and positive changes to happen. He can be contacted during usual office hours on Tel 0208 765 4321. John Doe is always happy to discuss this or other aspects of his approach to life coaching. The joy is that they do it all themselves. He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol. I am just there to show them how.

the summer is a great time to do this. Go by car. These will come as flashes of intuition that can lead you to take the action needed to resolve a problem. you will see a very small part of it. igniting your enthusiasm and solving problems. Just one day will release amazing benefits and the best part is that it doesn’t cost anything. Marketing Your Coaching Skills Page 557 . You add distance and see them from a new angle. “You create in life what you think about”. when you will take off to the countryside. You can do it whenever you like. say an apple. the hills or the beach.” He continues: “It is the same with issues or problems. Many coaching clients are amazed how easy this is. John Doe again. Captains of industry do it less often. When you put a little distance between yourself and your routine challenges or issues. “You don’t have to spend a week as a hermit on a mountain top. Leave your mobile phone at home and travel light. People with religious beliefs do it once a year.[Date] RETREAT FOR SUMMER MIRACLES Indians. says Doe. others may call it going on retreat.Release 6 for June publication PRESS INFORMATION Miracle Immediate Release . According to John Doe of Anytown. bike. Simply set a weekday date in your diary right now. “If you look at something. we could all benefit from this simple procedure. do it more than any other nation. He even goes a step further. and hold it close to your face so that it is touching your nose. In commerce it is sometimes called a sabbatical. you see them in a different light and from a different perspective. Look at it from the other end of the room and you won’t see the detail but you will see it in the perspective of its surroundings and in true proportion. Hold it at arms length and you will see the whole apple and its texture and colours. Set off early and plan to be out all day.” According to Doe. the practise of taking time out to do something different has been recognised as a sure-fire way of recharging your batteries. They are ‘off the leash’ and just by being in a different place they find that their thoughts turn to solutions and answers rather than problems and challenges. Then just wander around for the day. focusing on the ‘now’ experience.” Doe is a life coach and tells us that many of his clients benefit from this simple change to their routine. train or on foot but go to somewhere that you have never been before and where you can be sure of some space alone. thinking of nothing. For centuries. we are told. You may even create a few miracles for yourself as a result.

We give him the last word. John Doe is always happy to discuss this or other aspects of his approach to life coaching.Miracle So. ENDS 570 words Notes for editors: John Doe is available for interview and photographs. absolutely free of any cost or Marketing Your Coaching Skills Page 558 . in the same way. “If you do the same thing. Your one day summer retreat may be the one enjoyable change that you need to create those spectacular ‘miracle’ results that you know you deserve”. keep it without guilt. make that date in your diary now. enjoy it and return refreshed. He can be contacted during usual office hours on Tel 0208 765 4321. He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol. Look forward to it. you will get the same results.

Doe recommends daily meditation too. He claims that this can be the exact opposite of relaxation. And yet. They wonder that nobody ever explained this to them before. that is why we are called human beings instead of human doings. He goes even further: “It is more than a skill. violence or crime. You must take time out to relax. how to do nothing except enjoy their ‘now’ moments and how to let go of the many thoughts that may intrude. It needs periods of rest to remain in good working order. He teaches his clients some very simple and enjoyable techniques that they can use at any time. commuting and just dealing with life that we are unable to totally unwind or relax. According to John Doe of Anytown. we are so used to absorbing information. for all too many of us. especially if the programmes are full of bad news. He says: “My approach to helping clients relax is to show them how to switch off completely.are ideal times for doing nothing.your mind. John Doe again. relaxation is a skill that can be learned just like any other.” Doe is a life coach and tells us that many of his clients initially contact him with a feeling that ‘life should be better than this’. lazy days of summer .weather permitting .[Date] TIME TO RELAX Those hazy. either on an annual holiday or at weekends.” Many coaching clients are amazed how easy this is.Release 7 for July publication PRESS INFORMATION Relax Immediate Release . working against the clock.” According to Doe. it transpires that their life could indeed be better. More/ Marketing Your Coaching Skills Page 559 . body and spirit. During their very first coaching session. This holds true for your entire being . “If you constantly keep a muscle under tension or strain it will ache and eventually fail. it is a natural state. They are even more surprised when they discover how their energy levels are higher after proper relaxation. relaxation does not mean lazing on a settee watching television. These same clients are surprised when he suggests that they could achieve more by doing less.

ENDS 400 words Notes for editors: John Doe is available for interview and Marketing Your Coaching Skills Page 560 . He can be contacted during usual office hours on Tel 0208 765 4321.Relax John Doe is always happy to discuss this or other aspects of his approach to life coaching. absolutely free of any cost or obligation. He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol.

in your heart of hearts. don’t fix it’. Doe invites his clients to review where they are now and where they want to be in the future. who already know how coaching can transform their lives. machinery is probably needing a good lubrication. It is the client who makes the decisions and the commitment. This may hold good for a while but you know.” In a few one-hour telephone conversations.Release 8 for August publication PRESS INFORMATION Tune Up Immediate Release . at weekly intervals. sometimes need a ‘tune up’ after a few months. absolutely free of any cost or obligation. He can be contacted during usual office hours on Tel 0208 765 4321.[Date] YOUR AUTUMN TUNE UP If you own a car. ‘If it ain’t broke. boat or aeroplane you will be well aware of the need for regular servicing. sunny days. Together they create a strategy for getting to where they want to be and define the actions that will produce the desired results. For a great many. They are then better equipped to face any challenges that come their way and to create great new opportunities for themselves”. He was telling us about a new service that he offers his clients. a professional life coach of Anytown explained this to us recently. For people who haven’t yet experienced the amazing results of life coaching. John Doe. a removal of accumulated debris and attention to the ravages of long. maintenance and a routine tune up. Marketing Your Coaching Skills Page 561 . “After a long summer. John Doe is always happy to discuss this or other aspects of his approach to life coaching. “Even my long term clients. I just invite my clients to spend a few minutes a day on their own tune up needs. Engineers have an adage. that if you ignore some basic requirements it will break and probably do so at a time that is inconvenient at best and dangerous at worst. the weekly reporting back of progress is the spur that keeps them on target. As the evenings grow darker and there are fewer outdoor distractions it is all too easy to lapse into evenings in front of the television. He is quick to point out that the life coach is simply the catalyst. this new tune up service offers a valuable introduction to the coaching process. Autumn is a great time for human engineering too. Doe returns to the engineering analogy again.

com Marketing Your Coaching Skills Page 562 . He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol.Tune Up ENDS 430 Words Notes for editors: John Doe is available for interview and photographs.

and this is a great time of year to start doing this. It is the client who makes the decisions and the commitment. at weekly intervals. Too many just go with the flow and respond to the pressures of what others think they should do. Doe suggests that many of us are too busy working at earning a living to actually take time out for living fully. It is only your perception of them that is different. “It seems to be a natural reaction”. ensure success and allow individuals to take personal responsibility for their own lives.” In a few one-hour telephone conversations. ‘What would you choose to do in your life if you could do absolutely anything with no limitations. Eventually I will get them to admit to themselves.” Life coaching is a painless procedure that seeks to eliminate limitations. the weekly reporting back of progress is the spur that keeps them on target. he says. He is quick to point out that the life coach is simply the catalyst.” Marketing Your Coaching Skills Page 563 .Release 9 for September publication PRESS INFORMATION Evenings Immediate Release . and often this is for the first time. And anyone can do it. John Doe is a professional life coach with a practice in Anytown. He says: “No two people see the world in exactly the same way. The art of achieving success in life is to ensure that you see every challenge or opportunity in its most positive light . what it is that they really want to do. I listen and keep returning to the positive side of the question. With coaching they can change from this ‘victim’ mentality to one of ‘victor’ thinking. Doe again. Doe invites his clients to review where they are now and where they want to be in the future. For a great many. If you spend much of your time indoors you will see them as longer evenings. The hours of darkness are the same for everyone. Together they create a strategy for getting to where they want to be and define the actions that will produce the desired results. no prospect of failure and no accountability to anyone?’ He is no longer surprised when clients answer this innocent question with a long list of what they don’t want to do. He begins by asking a client. “I don’t let them off the hook that easily. “Some clients are amazed at how liberated they feel when they realise that they can and should take control over their own lives.[Date] USE THOSE LONGER EVENINGS If you lead an active outdoor life you will think of the September dusk as coming too early and making your evenings shorter.

He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol. ENDS 500 Words Notes for editors: John Doe is available for interview and Marketing Your Coaching Skills Page 564 . absolutely free of any cost or obligation.More/ Evenings John Doe is always happy to discuss this or other aspects of his approach to life coaching. He can be contacted during usual office hours on Tel 0208 765 4321.

Eventually I will get them to admit to themselves. but in a sense that is measured by contentment and satisfaction. its value is beyond measure. a new enthusiasm and a contagious happiness.” More/ Marketing Your Coaching Skills Page 565 . Doe invites his clients to review where they are now and where they want to be in the future. John Doe is a professional life coach with a practice in Anytown. “I don’t let them off the hook that easily. they are putting plans into action that were formulated almost a year ago. once they have a plan for their life and achievements and are working towards its fulfilment. no prospect of failure and no accountability to anyone?’ He is no longer surprised when clients answer this innocent question with a long list of what they don’t want to do. Not in a materialistic sense. He is quick to point out that the life coach is simply the catalyst.” In a few one-hour telephone conversations. he says. what it is that they really want to do. at weekly intervals. all the other areas of their lives improve as well. For a great many. According to Doe.Release 10 for October publication PRESS INFORMATION Perfect Immediate Release . I listen and keep returning to the positive side of the question. Partners. “It seems to be a natural reaction”. all his clients discover that. ‘What would you choose to do in your life if you could do absolutely anything with no limitations. the weekly reporting back of progress is the spur that keeps them on target. Together they create a strategy for getting to where they want to be and define the actions that will produce the desired results. He says: “You may not be able to wrap all this up in pretty paper but even so. Doe suggests that a lot of Christmas stress results from people trusting to luck that ‘everything will be alright’ rather than taking control and ensuring that they actually make everything as they want it to be. He says: “This is a good time to start planning your own perfect Christmas. relatives and colleagues alike notice a new sense of purpose. and often this is for the first time.” It is nowhere near as selfish as it sounds either. For many of us. He begins by asking a client.[Date] PLAN YOUR PERFECT CHRISTMAS NOW As the shops begin to display their full ranges of seasonal gift ideas. Christmas is a last minute rush and an expensive time of rampant consumerism and materialism. This awareness can be the best Christmas present that you can give to yourself. It is the client who makes the decisions and the commitment.

Perfect John Doe is always happy to discuss this or other aspects of his approach to life coaching. He can be contacted during usual office hours on Tel 0208 765 Marketing Your Coaching Skills Page 566 . He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol. absolutely free of any cost or obligation. ENDS 500 WORDS Notes for editors: John Doe is available for interview and photographs.

Together they create a strategy for getting to where they want to be and define the actions that will produce the desired results.[Date] YOUR YEAR END REVIEW Some American motivational speakers have a phrase. fuzzy file. but the philosophy behind it is certainly sound. Doe invites his clients to review where they are now and where they want to be in the future. It is the client who makes the decisions and the commitment. If you maintain your list regularly you will be amazed at what you have achieved and this will spur you on to do even more. This may seem a trifle unacceptable to our ears.Release 11 for November publication PRESS INFORMATION Review Immediate Release . This is enough to prevent some of them even attempting anything new if it is allowed to pass unchallenged. For a great many. have some achievements that are worth rewarding ourselves for. Doe suggests that now is the ideal time to undertake your own warm and fuzzy list. They refer to their ‘warm fuzzy file’. but if you focus on these it is all too easy to lose sight of those little things that make a big difference to someone else.” Doe often gets a laugh when he refers to their warm. “It seems to be a natural reaction for my clients to focus on what they have not done rather than on what they have done.” In a few one-hour telephone conversations. failures and the negative aspects of life.”It seems to be human nature to dwell on mistakes.” As this year draws to a close. even small achievements can create their motivation to raise their personal goal posts and to aim higher. John Doe. “You will be surprised how helpful it can be when you are having a day when things seem out of kilter. without exception. These may be as simple as having a daily ‘To Do’ list and then actually doing everything that is on it. He says: “This doesn’t exclude the big things too. the weekly reporting back of progress is the spur that keeps them on target. a professional life coach with a practice in Anytown explains. They can be as simple as spending some time with someone who is lonely .or smiling at a shop assistant. at weekly intervals.” Marketing Your Coaching Skills Page 567 . For others. He is quick to point out that the life coach is simply the catalyst. This is simply a list of all the good things that you have done since your last review. This is really sad because we all.

He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at Marketing Your Coaching Skills Page 568 . ENDS 490 WORDS Notes for editors: John Doe is available for interview and photographs. He can be contacted during usual office hours on Tel 0208 765 4321.Review John Doe is always happy to discuss this or other aspects of his approach to life coaching. absolutely free of any cost or obligation.

He is quick to point out that the life coach is simply the catalyst. your weekly coaching session can show you a clear way forward. any relationships that are under strain may totally split building yourself the life that you truly desire.” Life coaching helps people from all walks of life to take control of their future. And. as the cards say. are a cause for concern. Doe invites his clients to review their relationships at home. then there is no more argument.Release 12 for December publication PRESS INFORMATION Relationships Immediate Release . a time when relationships are foremost in their minds. There is simply an outcome or result that arises from an action. As families gather together. for many. But for some. old animosities and rivalries can bubble to the surface. either intimate or work related. decides that life is too short and makes a personal commitment to let the real happiness and peace that is Christmas become a reality. If you can learn the actions that create harmony and peace.[Date] A SPECIAL TIME FOR SPECIAL RELATIONSHIPS Christmas is. even small achievements can create their motivation. If relationships. the only time you can start is right now. then you are using energy that could.” In a few one-hour telephone conversations. at work and in a social environment. In coaching there is no blame. it is a time of deception. the weekly reporting back of progress is the spur that keeps them on target. It takes two people to have a disagreement. be directed towards more positive things . the only place you can begin is with changing yourself. at weekly intervals. and should. For a great many. For others. a professional life coach with a practice in Anytown explains: “At this time of year. when the printed words of peace and love are in direct opposition to what they really feel inside. envy or hurt.” More/ Marketing Your Coaching Skills Page 569 . Together they create a strategy for repairing any that are suspect and for terminating the few that are beyond repair. then the joy of Christmas really will. no right and no wrong. John Doe. stay with you throughout the rest of the year. If one of them (you). It is the client who makes the decisions and the commitment. The mature approach is to just let them go. “If you want to change somebody else. As Doe says. “If you use your energy to perpetuate a feeling of grudge. There is no point in winning a series of battles if you can simply end the war.

ENDS 480 WORDS Notes for editors: John Doe is available for interview and Marketing Your Coaching Skills Page 570 . absolutely free of any cost or obligation. He can be contacted on Tel 0208 765 4321 Fax 0208 123 4567 or by email at johndoe@aol. He can be contacted during usual office hours on Tel 0208 765 4321.Relationships John Doe is always happy to discuss this or other aspects of his approach to life coaching.

be honest. • A simple ‘tri-fold’ brochure is a cheaper option (but it looks cheap too!) • Your local high street copy shop will be pleased to advise you on your options.Appendix 24 YOUR PERSONAL BROCHURE • You really do need an informative brochure to give or send to people who express an interest in what you do as a Life Coach. Check for spelling errors before you order your printing Then check again! Marketing Your Coaching Skills Page 571 . add colour by asking for a standard tinted paper. • If you modify this text:Never offer more than you can supply. Be brief. (A single A3 sheet. printed both sides and folded in the centre. (A single A4 sheet printed both sides and folded.) • Another option is to reduce the size by 50% and have it printed as an A5 brochure. be clear. Instead. • The following four pages can be personalised with your own name and contact details and used as an A4 brochure. • If you use more than one colour for print you will add to your cost.) • If you are not offering corporate coaching. simply delete the sections that refer to this and replace them with information about personal coaching and its benefits. be accurate.

This is LIFE COACHING By (Your Name Here) ‘Of all the personal development and performance improving techniques developed in the last century. the fastest growing and the most effective. life coaching is one of the newest. Its popularity stems from its pure simplicity’ Marketing Your Coaching Skills Page 572 .

most corporate coaches will conduct face to face sessions on your premises.‘Life Coaching may not be magic . INDIVIDUAL COACHING is a one to one relationship between coach and client. Unless they all share common objectives and buy into the company ethos and culture. The new relationship became a partnership between coach and client with each equally and totally committed to the client’s desired and stated outcomes. life coaching starts from where you are now and helps you get to where you want to be. each lasting around an hour. “When a life coach helps you to define an action it is not the action itself that is important. “Everyone. Your life coach awakens you to the amazing possibilities that you possess and shows you how to use them for the benefits of you.but the results are certainly magical’ HISTORY The concepts of personal development and self-improvement have their roots in psychotherapy and first came to public notice in the 1930’s with the initial momentum in the USA. the momentum started in the USA.” TWIN OPTIONS The growth of life coaching in the UK has been phenomenal since 1999. there will be a lack of productivity. This demand has been fired almost totally by word of mouth recommendation from people who have transformed their lives with the help of their coach. Unlike therapy or counselling. without exception. This left many individuals with a general feeling that ‘there must be something more to life’. Most procedures retained a degree of ‘therapist and patient’ relationship where the source of a trauma or issue was sought to provide an indication of the ‘cure’. Coaching is a practical and holistic process and is totally results oriented. Life coaching evolved to accommodate this need. It is the results that derive from that action that create the success. CORPORATE COACHING acknowledges that any business or company is made up of individuals. has a vast potential for happiness and success. your family and your employer or staff” Marketing Your Coaching Skills Page 573 . once more. From then until the mid 1980’s there were few break-through developments. A one to one relationship is still maintained but. a potential that is all too often unexplored. It usually follows the format of weekly telephone sessions by prior appointment.

is proactive with an emphasis on goal achievement. The format of weekly sessions sustains your enthusiasm and determination to ensure that the results are lasting beneficial changes unlike the temporary ‘high’ that can follow a seminar or motivational talk. True productivity is achieved when every individual is working for the good of the organisation and when they understand and truly share the aims and objectives of the company or enterprise.‘With coaching. Your coach will help you realise that you truly can be. As a result of coaching they will do all this because they want to . values. “who is your personal life coach?” YOUR CORPORATE COACH Your staff are your most valuable resource. care. Corporate coaching is applied at all levels in your organisation. Corporate life coaching will encourage staff to per form at the optimum levels of application. they will ask. It is also true that your company is only as strong as the weakest link. recruitment and retention costs can be slashed with positive cash savings.not because they have to. experience. This has elements of goal setting but. business. from the top executive post to the person who sorts and delivers the executive post. personal values. square pegs can accept round holes. enthusiasm and accuracy. You bring any concerns that you have about relationships. The results will speak for themselves. body and emotional . you truly can do.mind.without judgement or criticism. Interpersonal disputes can be resolved. do or have anything that you want. skill and absolute confidentiality. career. Your coach will be with you each step of the way as you turn that realisation into your reality. do or have anything that you want’ YOUR PERSONAL COACH Your coach brings training. when training was combined with coaching. (The list is endless!] During the early sessions you will work together to define your own life plan. guilt or fear. ‘People will soon no longer ask “do you have a personal life coach?” instead.but. levels of personal responsibility can be enhanced and. be. finance. Your coach will lead you through all the areas of your life . ‘It was clearly demonstrated that training alone could increase productivity by 20 per cent . the productivity increase was a massive 80 per cent’ Marketing Your Coaching Skills Page 574 .

fax etc. Marketing Your Coaching Skills Page 575 .phone. address. email.This publication is presented with the compliments of (Your name) Put a brief note about yourself here. Include contact numbers .

someone who is dedicated to helping you improve every area of your life. If you would like to find out more about how a personal coach could turn your life around please contact me for an initial. career or even your general happiness. someone who won’t be jealous of your ambition and shoot you down.S. Our partnership would be entirely confidential and together we’d keep you on track and overcome all your personal challenges. If so please complete it. Someone who is more than a friend or relative. Kind regards YOUR NAME P. I believe I can help you. Together with a coach you can permanently close the gap between where you are and where you want to be.Appendix 25 LETTER & APPRAISAL Sample Prospecting Letter for you to use as a model and a Personal Coaching Appraisal to send to clients. FREE and without obligation consultation on YOUR PHONE NUMBER. perhaps it’s time you discovered the benefits of personal coaching. Imagine what you could achieve if you had someone 100% committed to your success spurring you on every week. noting any additional points you wish to discuss and have it to hand when you call. I am a professional life coach and my goal is to make sure you reach yours – whatever they may be. Marketing Your Coaching Skills Page 576 . You could benefit from weekly coaching sessions along with email support between sessions. Dear Are you ready to take your life to the next level? Do you lack the ‘follow through’ or motivation needed to reach your goals? Maybe you get frustrated by set backs and feel you are not enjoying life as much as you could. Our relationship can last for as long as you need – it’s entirely up to you. Or perhaps you want to make a specific life change and need the courage? If so. If you are discontent with a particular aspect of your life whether it be your relationships. During your initial consultation you may wish to use the appraisal overleaf as a rough model for the session. I look forward to speaking with you soon.

“I work extremely hard for seemingly little reward and would like to take a step back and enjoy what I do. What in life is most important to you? 3. 1. What goals have you set aside as unachievable? 5. What things give you enjoyment? Marketing Your Coaching Skills Page 577 .” Please answer the following questions honestly.) 1. “I lack self-discipline and would like to take more control of my life. What do you feel you have been putting up with ? ■ ■ 2. Who is most important to you? 4.” ■ 4.” 6. “I have been placing all my hopes on a miracle and it hasn’t happened. I would like to be more in touch with the people around me.” 2.PERSONAL COACHING APPRAISAL Which of the following statements relates to you? (Please ✓ BOX.” ■ 5. “Circumstances take advantage of me and I’d like it to be the other way round. “I feel my relationships with people need improving.” ■ ■ 3. “I have come to the end of my career path and realise I want something more. What personal trait or habit do you most wish to change? 6.

Appendix 26 MARKETING . Marketing Your Coaching Skills Page 578 .A5 FLYER Below is a sample of an A5 FLYER for you to use as a marketing tool to attract clients.

journals.Weekly Learning Journal Sheet WEEK 12 .) KEY LEARNING POINTS: Marketing Your Coaching Skills Page 579 . talks.MARKETING YOUR COACHING SKILLS 1. internet. etc. of practical coaching sessions this week) KEY LEARNING POINTS: 3. COURSE MODULE/S STUDIED: KEY LEARNING POINTS: 2. books. RELEVANT READING/RESEARCH: (articles. PRACTICAL EXPERIENCE (No. tapes.