LIFC 201
LECTURE NOTES: MODULE/WEEK 6
DVD 9: The Business of Coaching, Dwight Bain, M.A.
Being a highly skilled coach will prove pointless if you have no clients! Dwight Bain
helps you understand the “business” of coaching and how to build a thriving and
financially viable practice in Life Coaching while helping people improve their lives.
Coaching is about Results!
Coaching Business Basics
1. What is a Life Coach?
People hire Life Coaches to improve their quality of life
Looking for direction.
Music, money management, parenting, public speaking, leadership, media
communication, discover and developing passions, finding life purpose,
manage change effectively, building commincation skills, and
communication skils online (youtube, etc), praising and building
performance (performance coaching), getting unstuck (getting out of a
rut), build a better team, learning to take responsibility/be accountable, etc.
2. How did Coaching explode into the Mainstream?
Corporate World
Media Attention
Four Levels you may Find Yourself in your Coaching Journey:
Mid-life career transition: Hobby (something they enjoy,
not costly, not paid, done for fun).
Avocation: (close fit to career path, but from life
experience) paid (maybe a little), gain experience,
volunteer?
Job: (Just over broke) Do it, but not passionate about it,
pays the bills.
Career: (Calling) Not easy to find. Core/passion
3. What are the Primary Differences between Counseling, Coaching and Consulting?
Counseling—seen as a Band-Aid: deals with past issues
Dealing with pain, and problems
Coaching—deals with the present
Helping people reach potential
About results
Looking forward
Consultant—size of the clientele: often an entire organization; Coaching
is 1-on-1
Profitability/Productivity
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4. Why is it important to be aware of the changes in Coaching?
Income Rates Decreasing: for counselors and therapists
Reliability:
Supplemental Income:
The Success Fairy: doesn’t exist
Reasons Individuals Seek Change:
Choice: Time to get moving in life
Crisis: Downsizing
5. What are the Three Greatest Weaknesses of most Business Professionals?
Business Skills:
Marketing: Bridge to reach out to people.
Technology:
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SALES
-Business
-Budget
MARKETING
-Benefits
-Bridge
PUBLIC
RELATIONS
-Buzz
-Build BELIEF
(Trust)
in
BRAND
LIFC 201
PR/Encourage leads to→ Marketing/Education leads to→ Sales/Equipping
Sales/Equipping through coaching services &
products
Marketing/ Education through strategically placed
message and use of marketing tools
PR/Encouragement through seminars, community
outreach, blogs, websites and podcasts
©2008, www.DwightBain.com permission granted to reproduce this coaching tool
providing this disclaimer is not removed.
Qualified leads: A likely to be a client, B, C has questions, not serieous
6. Is Your Career Sinking or Sailing?
Checklist for Evaluating Current Career:
Career thriving or surviving?
Frustration at work?
Afraid to let go?
No energy, no motivation to change?
All talk no action?
Living in a rut of dispare?
Life history a series of trainwrecks?
*** Ready to be coached, not to be a coach
7. How do you find your “Fit” as a Coach?
Pay attention to your design, , natural talent, ability.
Find work that you never get bored of: Work that is interesting
Find work that is important and valuable to you: Issues and causes that
matter to you
Work in an area where you are highly skilled: Educated/Credentialed
Continually develop your career plan: Books, training sessions, mentors
Market place and industry options: location
Groups or industries already looking for someone with your background to
improve the strength or depth of their team
8. How many different Types of Coaching are available?
Examples: Executive, nutritional, fitness, financial, public speaking,
media, marriage, parenting, spiritual, time management, adult ADD, life
transition, realestate, travel, performance, success, small business, athletic,
custody and mediation…
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9. How do you know when you’re ready?
Healthy, balanced life
Student - education
Teacher – equipting students
Master Teacher - expert
10. What is the Primary Responsibility of the Coach?
Coaches come alongside the Coachee and guide him/her where they want to
be.
Reading—Readers are Leaders!
Recommended Reading: Read for your Life (Pat Williams), Now
Discover Your Strengths (Marcus Buckingham), If you want to
walk on the water you have to get out of the boat, Love is the killer
App, Likeability Factor, How full is your bucket, For one more
day, Good to Great, E myth, maximumimpact.com , Thinking for a
Change, The Tipping Point, Blink
Oprah mag, Psychology Today, More mag, USA Today newspaper,
Fortune, Fast Co., Success mag, Media Week, Small Business
Week, Time, Business 2.0 mag, Speaker
11. How Important is Certification?
The most powerful title in the world is AUTHOR!
Continual learning is the key!
Portfolio Working— pieces of the puzzle, a little here and there until it
matches your “day job”
Marketing plan, personal plan, networking plan, website – internet plan,
partnership plan, Unique selling proposition, Business plan, financial plan,
credentialing plan, CEU plan, staffing plan,
12. What Specific Skills are Necessary for Success? Trust and integrity, visionary,
continual self improvement, putting people first, hard worker, good
communicator, great role modle, accountable, responsible, networker, life long
learner, persistant, good supports, healthy self esteem, written goals, learn from
failure, positive mental attitude, desire the best in other people, motivate others,
appreciate others, give them credit/praise
Do you work well with others? Do you take responsibility for your actions? Do you
understand your industry as well as your job? Do you understand and focus on your core
business? Do you have a marketable skill that you can sell? Do you use your gifts and
talents wisely? Do you have forever in mind when you are coaching other people?
13. What are the Benefits to a Coaching Practice?
Right fit? It’s fulfilling! It’s fun! Finanical.
14. What are the Drawbacks to a Coaching Practice?
Not for everyone. Hader than it looks. It’s about results. More listening than
talking. Takes time to get leads and referrals. Can be a slow process.
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LIFC 201
Remember: Knowing + Doing = BEING!
DVD 13: The Top Secrets to Marketing Success as a Coach, Dwight Bain, M.A.
Without marketing, a terrible thing happens—nothing! This session will focus
extensively on the importance of developing a business plan and how to strategically find
clients who best fit your skills and services.
T A R G E TING (Fit, Frustration, Failure)
The 7 Business Levels
1. People Helper don’t get paid
2. Lay Counselor don’t get paid
3. Non-Profit/Church Based/Pastoral Care paid, but not much
4. Agency/Clinic/Hospital paid a fee
5. Private Practice paid a fee, maybe more
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6. Professional/Multi-Task
7. Policy Maker/ Pioneer /Path Finder
Credit Card Payments
www.PayPal.com or www.psychotherapyfinances.org
Tools and Techniques:
Find the Business Growth Plan that best fits your personality and then get your net-
working!
Planning Tools:
Marketing Plan
Networking Plan
Website and Internet Plan
Partnership Plan
Business Plan
Financial Plan
Crisis Plan
Outsourcing Service Plan
Personal Plan
Styles of Marketing:
Extroverted
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SALES
-Business
-Budget
MARKETING
-Benefits
-Bridge
PUBLIC
RELATIONS
-Buzz
-Build BELIEF
(Trust)
in
BRAND
LIFC 201
Introverted
Keep In Touch
Print Strategies
P O S T C A R D S A M P L E S
Law of 7 Touches – (Resources, Relationships, Results)
Internet Strategies
T E C H N O L O G Y
(Blogs, Tele-seminars, Webinars, Podcasts, WEBSITE)
Keep Net-Working!
Top Secrets of Marketing Success as a Life Coach
By Dwight Bain, © 2008, www.DwightBain.com
Blessed is the man who trusts in the LORD, whose confidence is in Him. He will be like a tree planted by the
water that sends out its roots by the stream. It does not fear when heat comes; it’s leaves are always green.
It has no worries in a year of drought and never fails to bear fruit.
~ Jeremiah 17:7-8
► The 7 Business Levels of Counseling and Coaching
1. People Helper Free $
2. Lay Counselor (People say you should do this) Free $
3. Non-Profit/Church Based/Pastoral Care Free $
4. Agency/Clinic/Hospital Free $
5. Private Practice (Community Leader) Free $
6. Professional/Multi-Task (Regional Leader) Free $
7. Policy Maker/Pioneer/Path Finder (National/Intl Leader) Free $
Source: The 7 Levels of the Counseling Business, by Dwight Bain,
The Geneva Series available from AACC, 1- 800-5-COUNSEL, www.AACC.net
What Business level are you on?____________
Are you reaching out to the clients that best fit your level?_______
Who is my target audience?
___General public ___Government agencies ___Ministry/Church/Non-profit
___Children ___Teachers/Education ___Medical/Hospital/Healthcare
___Families ___Elected officials ___News Staff or Media producers
___Seniors ___Corporate/Business ___Web based or International
Why should clients call you?
___Qualified expert ___Title/Position ___Strong communicator ___Available
___Key credentials ___Experienced ___Well networked ___Author
___Celebrity status ___True life story ___ Researcher ___Timely
What media do you already network with?
___ TV ___Radio ___Newspaper ___Magazine ___Web/Internet
___Blogs ___Books ___DVD/CD ___E-Zines ___Podcast
___TeleSeminars ___WebCast ___Direct Mail ___ Other
Trends are the tide of the times- engage them to advance your career.–Mark V. Hansen
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Marketing is a bridge to CONNECT with your target audience. Check which of the types
or places your marketing has generated the greatest Coaching results:
___Internet listing ___Website ___Word of Mouth, (WOM)
___School newsletters ___Church bulletins ___Pastoral staff
___Hospital staff ___Legal staff ___Medical staff
___Direct mail ___Yellow pages ___Radio/TV advertising
___Brochures/business card___Factsheets ___Purchased mailing list
___E-zines or E-blast ___Podcasts ___Interactive Voicemail
___Seminars ___Birthday cards ___Chamber of Commerce
___Blogs & V-Blogs ___Small groups ___Trade shows or Expos
___Newspaper ads ___Magazine ads ___Media Kit online
___Pay-per-click ___Trade Newsletters ___Imprinted premiums
___Billboards ___Volunteer activities ___Web-based interviews
___Community leadership ___Trade Associations ___Thank You notes
___Creative tagline ___Press Releases ___Special reports/articles
___Reporter appreciation ___Phone Interviews ___Products/books/CD’s
www.vistaprint.com
You have to measure what you want more of. – Charles Coonradt
Extroverted ways to market: networking events, speak and community care, strategic
alliences, leadership role
Introverted ways to market: write articles, website positioning, involve media
Tools & Techniques can help position your coaching practice for success! - which
tools do you have? Are you using them effectively?
___Factsheets ___Correct spelling of all names/cities
___Computer skills ___Interactive Q/A
___Name/address/phone/emails ___PowerPoint
___Media kits ___Other experts & “real people”
___Testimonials ___Hard research
___DVD or digital video footage ___Video “B” roll
___Web-links ___Trends, (culture or industry)
___Animation ___Your website
___ Referral agencies/Hotlines ___Good Headshot
All marketing must work together to create a greater synergy and success. –Dwight Bain
► Registering a website is easy and inexpensive:
Register.com Dotster.com Hostica.com
GoDaddy.com Directnic.com 1and1.com
- Track web traffic with www.Alexa.com
- Create electronic newsletters, or ‘e-zines’ but DO NOT just add names,
you must ask for permission to send your material electronically. (Check Spamlaws.com
or CanSpam.com to learn the rules & prevent banning!)
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- Join Groups or Community discussions:
Big-Boards.com Groups.google.com Groups.yahoo.com Groups.msn.com
(Search more about social networking at www.wikipedia.org)
- Post a podcast, (audio), or webcast, (video) of your best material online
Podfeed.net Podcastalley.com Podshow.com iTunes.com
- Add media content to your site with a downloadable press kit, bio, promo-video, one
sheets, headshots, references, short articles, testimonials, etc.
► Drive Traffic to your business with the added value of a BLOG -(Web-Log)
eblogger.com blogging.com blogger.com typepad.com wordpress.com
blogster.com
***NOTE: By listing various Internet sources, we are not endorsing them, just providing
you with strategic approaches to achieve a greater result for your business. PLUS- always
remember to check your state’s licensing laws and professional association’s ethical
guidelines on marketing to protect client trust***
Franklin-Covey Interactive Mission Statement Builder
http://www.franklincovey.com/fc/library_and_resources/mission_statement_builder
► Small Business Strategies:
http://www.sba.gov/smallbusinessplanner/index.html
http://www.business.gov/
http://www.governmentguide.com/mygov/home/ http://www.sbresources.com/
http://www.businessknowhow.com/ http://www.score.org/
http://www.startupnation.com/index.asp
http://sbinformation.about.com/
http://www.irs.gov/businesses/small/index.html http://www.abwa.org/
http://www.score.org/business_toolbox.html http://www.nase.org/
http://www.entrepreneur.com/ http://www.nawbo.org/
http://www.smallbusinessnow.com/
http://www.nfib.com/page/home
Find more counseling resources at LifeWorksGroup.org or coaching at
MaximumImpact.com
► Coaching Organizations & Associations that offer insights to help your business
grow
The International Coach Federation (ICF)
Christian Coaches Network (CCN)
International Association of Coaches (IAC)
Association for Coaching (AC)
Worldwide Association of Business Coaches (WABC)
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International Association of Career Coaches (IACC)
International Consortium for Coaching in Organizations (ICCO)
Association for Professional Executive Coaching and Supervision (APECS)
The ADHD Coaches Organization (ADHDCO)
Peer Resources Network (PRN)
Creativity Coaching Association (CCA)
Certified Coaches Alliance (CCA)
American Association of Christian Counselors, (AACC)
ECounseling.com: www.Ecounseling.com
National Speakers Association: www.NSAspeaker.org
Psychotherapy Finances, www.PsychotherapyFinances.com, (800) 869-8450
Toastmasters International: www.Toastmasters.org
Small Business Administration- offers online small business checklists,
www.sba.gov
► Selected Bibliography of Business Building Books
Blanchard, K., & Miller, M. (2004). The secret: What great leaders know--And do. San
Francisco, CA: Berrett-Koehler Publishers.
Booher, D. (2004). Your signature work: Creating excellence and influencing others at
work. Carol Stream, IL: Tyndale House Publishers.
Buckingham, M., & Clifton, D. (2001) Now, discover your strengths. New York, NY: The
Free Press.
Burton, V. (2005). What's really holding you back? Closing the gap between where you
are and where you want to be. Colorado Springs, CO: WaterBrook Press.
Canfield, J., & Switzer, J. (2006). The success principles: How to get from where you are
to where you want to be. New York, NY: HarperCollins.
Collins, G. (2001). Christian coaching: Helping others turn potential into reality.
Colorado Springs, CO: NavPress.
Duncan, T. (2005). Time traps: Proven strategies for swamped salespeople. Nashville,
TN: Nelson Books.
Friedman, T. L. (2004). The world is flat: A brief history of the twenty-first century. New
York, NY: Farrar, Straus and Giroux.
Gerber, M. E. (1995). The e-myth revisited: Why most small businesses don’t work and
what to do about it. New York, NY: HarperCollins.
Gladwell, M. (2007). Blink: The power of thinking without thinking. New York, NY: Back
Bay Books.
Gladwell, M. (2002). The Tipping Point: How little things can make a big difference.
New York, NY: Back Bay Books.
Harding, F. (1994). Rain making: The professional’s guide to attracting new clients.
Avon, MA: Bob Adams Inc. Publishers.
Kremer, J. (1992). The complete marketing sourcebook: A step-by-step guide to
organizing and managing a successful direct marketing program. Hoboken, NJ:
John Wiley & Sons.
Leonard, T. J. (1998) The 28 laws of attraction: Stop chasing success and let it chase
you. New York, NY: Scribner.
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MacKay, H. (1999). Dig your well before you’re thirsty: The only networking book you’ll
ever need. New York, NY: Currency Book.
Maxwell, J. C. (2005). Today matters: 12 daily practices to guarantee tomorrow’s
success. New York, NY: Center Street.
Maxwell, John C. (2007). Winning with people: Discover the people principles that work
for you every time. Nashville, TN: Thomas Nelson.
McCarthy, K. W. (2002). The on-purpose business: Doing more of what you do best more
profitably. Colorado Springs, CO: Navpress.
McGraw, P. (2004). Self matters: Creating your life from the inside out. New York, NY:
The Free Press.
Miller, D., & Ramsey, D. (2007). 48 days to the work you love: Preparing for the new
normal. Nashville, TN: B&H Publishing Group.
Ortberg, J. (2002). The life you’ve always wanted: Spiritual disciplines for ordinary
people. Grand Rapids, MI: Zondervan.
Pine, J. B., Jr., & Gilmore, J. H. (1999). The experience economy: Work is a theatre &
every business a stage. HBS.
Sanders, T. (2003). Love Is the Killer App: How to win business and influence friends.
New York, NY: Three Rivers Press.
Swenson, R. A. (2004). Margin: Restoring emotional, physical, financial, & time
reserves to overloaded lives. Colorado Springs, CO: Navpress.
Williams, P., & Rose, P. M. (2007). Read for Your Life! 11 ways to better yourself
through books. Health Communications Inc.
“The Hidden Power of Change” is a special report from Dwight Bain to give you the
secrets needed to focus on greater success. www.dwightbain.com
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