about the book...
"The Business and Practice of Coaching:
Finding Your Niche, Making Money
and Attracting Ideal Clients"
By Lynn Grodzki and Wendy Allen
Because the majority of all coaches in business today earn less than a living wage,
coaches need help in order to succeed in the business of coaching, and they need it now.
The Business and Practice of Coaching is the first text to show new and experienced
coaches exactly what they need to do, to thrive in the challenging business of coaching.
Using a "coaching approach" to the business of coaching — a combination of specific business
information, case examples and profiles of successful coaches, insider tips and ideas, and
motivational action plans, veteran business coaches Lynn Grodzki and Wendy Allen give readers
strategies to:
- Incorporate the five coaching competencies that signal to others that you are a masterful coach.
- Complete a process of inquiry that defines your innate coaching specialty and the heart of your
coaching services.
- Target and segment a niche market to make a bigger impact as a coach.
- Implement the eight best marketing approaches to bring in new coaching clients and know the
marketing ideas that coaches do best to avoid.
- Embrace an entrepreneurial mindset, a requirement for business success.
- Know how to set and raise your fees the right way, develop multiple streams of coaching income,
and build a six-figure business not just to own but to sell.
- Learn risk management strategies that can keep a coach out of legal trouble, how to avoid
confidentiality conflicts, the best way to design a coaching agreement, and other ethical
considerations that can minimize business problems.
The book also shows coaches how to understand the emerging body of knowledge that makes
coaching a unique profession and offers a wealth of information in a section called "Profiles in
Coaching "—a behind the scenes look into the businesses of a dozen successful coaches. Grodzki
and Allen give coaches a way to take advantage of current trends and avoid past hype within the
quickly changing coaching profession, so that the business they build today is viable tomorrow.
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Contents
Acknowledgments
Introduction: A Coaching Approach for the Coach in Business
POSITIONING
1. Coaching: Trend or Fad?
Take advantage of current trends and avoid past hype within the quickly changing coaching
profession, so that the business you build today is viable tomorrow.
2. The Differences Among Coaching, Therapy, and Consulting
How to define the distinctions and similarities among these three professions and the emerging body of knowledge that makes coaching unique.
3. Becoming a Great Coach
Adopt the top skills and competencies that lead to masterful coaching and evaluate your need for additional coach training.
DIFFERENTIATION
4. Four Questions to Your Perfect Fit
A process of inquiry and insight to help you determine your coaching strengths, skills, and area of coaching expertise.
5. From Specialty to Niche
How to target and segment a niche market and build your reputation to make a bigger impact with your coaching services.
6. Attracting Ideal Clients
The eight best ways to bring in new clients, how to refine and plan your marketing so that it delivers results, and the marketing ideas coaches do best to avoid.
ENTREPRENEURSHIP
7. The Coach as Entrepreneur
The essential steps to develop an entrepreneurial mindset, a requirement for business success.
8. Your Emotional Business Intelligence
How to handle the inevitable, negative emotions that arise as you establish your coaching business, so you can avoid self-sabotaging behaviors and keep your business progress on track.
9. Why Good Coaches Go Broke
How to make more money, shift negative money attitudes, set and get a full fee,maximize profits, develop multiple income streams, and build a coaching business you can sell.
10. Staying Legal and Safe
Risk management strategies, ethical matters, confidentiality conflicts, designing a coaching agreement, and other essential considerations that can minimize business problems.
PROFILES IN COACHING
11. Executive and Leadership Coaching
Two well-paid coaching specialties that add value and meaning to the work and lives of executives.
12. Business Coaching
Helping small business owners and professionals in business learn to thrive.
13. Skills Coaching
Skill-based and peak performance coaching that gives clients far-reaching proficiency.
14. Career Coaching
Showing clients how to design and implement an ideal career path, an essential resource for those in and out of the labor market.
15. Life Coaching
The coaching specialty that helps motivated clients to take steps to greatly improve their lives.
16. Wellness Coaching
A new facet of holistic healthcare, coaching people to take greater responsibility for their own health and well-being.
17. Creativity, Relationship, and Spiritual Coaching
Three coaching specialties that focus on the subtle, interior aspects of human development.
Appendices:
Author Contact Information
Levels of Coach Certification
Coach Training Organizations
Coaching Associations
Helpful Journals and Periodicals
Coaching Books
Websites for Coaches
Coaching Assessments
Advance Acclaim:
"This book offers nothing less than a radical rethinking of the essentials of building a coaching practice. A must read for all coaches, master and novice alike."
— Richard J. Leider, author of The Power of Purpose, Repacking Your Bags, and Claiming Your Place at the Fire
"Coaching leaders is an incredibly fulfilling practice - and an incredibly difficult business. The Business and Practice of Coaching provides practical guidelines that help coaches create a successful practice and a successful business!"
— Marshall Goldsmith, co-editor or author of 19 books including, Coaching for Leadership and The Leader of the Future (a Business Week best-seller)
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