There are many people out there who call themselves coaches. Throughout my career I have crossed paths with several of these so called experts and have mixed feelings about the profession in general. I have always left the program or the seminar with the same feelings. If the coach I just listened to was so successful in their past endeavors, why are they doing this now? In my opinion if you want people to respect your program, you need to ask yourself these questions before calling yourself a coach.
Do you have any specialized knowledge, experience, or expertise? Most coach training organizations will tell you that you don't need to be an expert on anything, and that having coaching skills will be enough to be successful. The reality is that every successful coach is also an expert on something else in addition to coaching. Whatever you are currently doing at your job, as part of your other business, or in any area of your life experience, you can turn that knowledge into a specialty that people will follow and believe. Coaching skills is not expertise - it's a tool you can use to deliver your expertise, and you must specialize in a niche.
Do you understand that coaching is a business? Some people believe that coaching is a profession, a calling, or a career. The fact is, coaching is a business. Just like in any business you will need to reach and become desirable to your audience. This means investing in your marketing materials, such as books, a web site, and a newsletter. This also means establishing your credibility and building your platform through meetings and workshops. Taking a trip down memory lane is not going to help your cause.
Do you have good communications skills? Regardless of your specialty or expertise, you must be able to communicate clearly in writing and speaking. You'll be using your communication skills when coaching, negotiating with a potential client, speaking to a group of interested prospects, and in many other situations. The ability to clearly express your ideas and the value you bring to the table can become your best friend in building credibility.
Do you understand that credibility is not guaranteed? Coaches are not guaranteed instant credibility. No audience will buy your pitch just because they know who you are or just because you claim to know what is best for them . You need to position yourself as an expert in your field and establish trust and a relationship, only then will they give you a chance. If your audience walks away feeling you are disingenuous in any way you have lost them.
Do you understand marketing? Do you understand enough about the business to put together an effective plan? Most people believe they can spend a few hours a month marketing their business and they'll be successful. The reality is that truly successful programs revolve around marketing. 90% coaching and 10% marketing is a slippery slope. Without a strong marketing program, no coaching program will survive.
I offer this up because in days past I had the unfortunate experience of being involved in a program that obviously did not ask themselves any of these questions. The sad truth is neither did the people who paid for it.
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