The Business Of Coaching

In this solo episode, Sarah dismantles the common misconception that being a skilled coach is enough to build a successful business. She explores the dangerous confusion between Professional Development (becoming a better coach) and Business Development (learning how to acquire clients).Sarah explains why highly intelligent coaches—especially those with HR or procurement backgrounds—often struggle the most, and why the industry sees an 82% failure rate. She offers a liberating perspective: struggling to find clients isn't a failure of your coaching ability, but simply a lack of a separate, learnable skill set.Key Takeaways1. The Misunderstanding of Client AcquisitionMost coaches graduate believing client acquisition is intuitive, assuming that "casting a wide net" is the right strategy2. Defining the Two DisciplinesProfessional Development: This covers what your qualification taught you: core competencies, listening skills, ethics, and facilitating transformation. It ensures you are qualified to coachBusiness Development: This encompasses market research, pricing psychology, sales processes, and sustainable business modelling. It requires translating what you do into language that potential clients actually understand.3. The "Content Creation" TrapBelieving that competence attracts clients, coaches often default to writing about "confidence," "resilience," or their specific methodology.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

Competitors or Collaborators? The Truth About the Coaching Industry with Tim BrownsonSarah welcomes a guest you might not expect: Tim Brownson. While they both teach coaches how to find clients, Tim and Sarah prove that collaboration is far more powerful than competition.Together, they pull back the curtain on the coaching industry, dismantling the myths sold by training schools and having a candid conversation about the "charlatans" giving the profession a bad name. They also dive deep into the controversial topic of AI, exploring why fear is holding many coaches back from the future.Key TakeawaysCompetition vs. Collaboration: Sarah and Tim discuss why they don't view each other as rivals, despite working in the same space. They explore why many coaches hold their cards close to their chest out of fear, rather than embracing community.The "Field of Dreams" Myth: The duo critiques the pervasive lie told by training organisations: that if you are a good enough coach, clients will simply find you. Tim shares his own experience of having a wall full of certificates that brought him "the grand total of no clients".The Reality of AI in Coaching: Far from believing AI will never catch on, Tim predicts it will "wipe out coaches at the bottom end" who compete on price. They agree that while AI shouldn't be used to churn out lazy content ("sludge"), it is an essential tool for productivity and thinking.Memorable Quotes"We genuinely believe that our success came purely from having good conversations and quality coaching, but we fail to recognise the structural advantage that we started with." — Sarah Short "I think AI is going to wipe out coaches at the bottom end... the kind of person that's looking for the cheapest coach is the kind of person that's going to turn to AI first." — Tim Brownson "Brilliant coaches with no clients and the shit coaches with loads of clients because they understand marketing and that's just how it is." — Tim Brownson Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

In this solo episode, Sarah dismantles the dangerous and pervasive belief that a sustainable coaching business can be built solely on referrals. She explores why "doing good work" is rarely enough to generate a consistent client flow, especially for coaches starting without a high-level corporate network.Sarah introduces the concept of "Monetisable Credibility" and explains why copying the business models of coaches with established networks often leads to failure for those starting from scratch.Key Takeaways1. The Stubborn Myth of ReferralsThere is a widespread belief among coaches that you only need to land your first one or two clients, and word of mouth will handle the rest.For the majority of coaches, this is not true; while referrals do come eventually, the timeline is typically years, not months2. Understanding "Monetizable Credibility""Starting from scratch" refers to coaches who lack existing networks of senior decision-makers who can approve budgets or afford premium rates based on pre-existing trust.Coaches without this credibility cannot leverage established relationships; they must build trust entirely through marketing efforts.Those with high-level networks often fail to recognise their own privilege, mistaking their structural advantage for the success of the "conversation".3. The Structural Limitations of Coaching ReferralsCoaching referrals face unique hurdles compared to other professions like accounting or law.Because coaching is often confidential, clients may not want others to know they are receiving support, meaning they will never refer you, regardless of their results.Referrals are often shared behind closed doors rather than as open professional recommendations, making the process much slower.4. The Danger of ImprovisationMany coaches try to "improvise" their business development without learning the fundamentals of marketing.Sarah compares this to "trying to improvise surgery without medical training".When these improvised methods fail, coaches often internalise the failure and blame themselves, rather than recognising they simply lack the necessary skills.5. Moving to Systematic Client AcquisitionCoaches who succeed are those who accept that building a business requires different skills than delivering coaching.Effective marketing requires specificity in targeting and language, rather than the "broad appeal" approach encouraged by the referral myth.Referrals should be viewed as a bonus, not a business strategy.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

In this episode of "Success Leaves Clues," Sarah Short speaks with Alex Nunn, a former charity sector leader turned executive coach. Alex shares her journey from navigating burnout in the non-profit world to building a thriving coaching business that supports the very sector she left.Alex opens up about the myth that "clients will just find you," the power of narrowing your niche, and how she now helps charity CEOs avoid the burnout she experienced herself.Key Takeaways1. The Path from Accidental Leader to Coach - Alex spent her career in the charity sector, focusing on mental health and homelessness, eventually becoming an "accidental leader" as she progressed through senior roles. However, during the pandemic, balancing work and motherhood led to burnout. After receiving coaching herself, she realised she wanted to help people thrive through the science of positive psychology.2. The Marketing Reality Check - Despite holding a Master’s degree in Applied Positive Psychology and Coaching Psychology, Alex realised that qualifications alone don't build a business.She was initially told, "You never need to market your business... people will just find you," but quickly discovered this was not the case.This realisation led her to seek out The Coaching Revolution to learn the necessary business development skills.3. The Power of "Nailing the Niche" - Alex describes her experience with the Nail Your Niche Challenge:Initially, she marketed herself broadly around "wellbeing," attracting a mix of people.Through the challenge, she realised that tightening her focus to female CEOs in the charity sector made her messaging stronger.Alex notes that "the tighter I focus, the louder my voice," echoing advice from her mentors.4. Impacting the Sector from the Outside - Alex now works adjacent to the charity sector rather than inside it, which allows her to make a significant impact without the internal burnout.She notes that charity leaders often face unique pressures to "deliver more for less" and suffer from the loneliness of the CEO role.By coaching the CEO, she creates a ripple effect that improves the well-being of the entire organisation and helps them achieve their charitable aims.5. Resilience in Business - Alex shares a candid look at the ups and downs of entrepreneurship. After early success using platforms like TikTok, she faced a personal bereavement that slowed her momentum. However, by re-engaging fully with her marketing and being authentic, her business picked up again, leading to speaking engagements and ideal client work.The Nail Your Niche Challenge: A free, four-day challenge run by Sarah Short three times a year (September, January, and after Easter). Designed to help coaches understand why a target audience sets you free rather than restricting you.Join the waiting list: thecoachingrevolution.com/nailyourniche.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

Many coaches shy away from sales and marketing, viewing them as a "necessary evil" or worrying that they are manipulative and inauthentic. In this episode, Sarah Short challenges this mindset, arguing that sales and marketing are actually "allies in providing excellent customer service".Sarah breaks down why marketing is simply about visibility and why a sale is actually a positive change in status for your client. This episode is essential for any coach who feels uncomfortable with the business side of their practice.In this episode, you will learn:Marketing is Not Shouting: Marketing isn't about standing on a chair yelling, "Buy my stuff!" It is about communicating quietly and consistently to a well-defined niche.The Power of a Niche: A niche is a defined segment of the population with a specific challenge your services can address. Focusing on a niche allows you to tailor your message so it resonates deeply with your target audience.Marketing for Good: Your marketing can have a positive impact on the world, even for those who don't become clients, by providing "light bulb moments" and relief.Honest Language: Sarah urges coaches to be "grown up" and use correct language: it is not a chemistry or discovery session, it is a "sales conversation".The Persuasion Myth: If you have marketed well, the sales conversation is simple because the potential client already knows what you do and what it costs; the persuasion part is already done.Sales as Service: Selling is simply an opportunity to help a client understand how coaching can support them to resolve their problems. It is about guiding them through a decision-making process with empathy.A Change in Status: A sale represents a "change in status" for the client, signifying their readiness to invest in their own growth and step into a new phase of life.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

In this episode, Sarah has the pleasure of talking to Cecile Emery, a self-described "introvert's introvert". Cecile shares her journey from a successful career in the mobile gaming industry to a period of burnout and existential crisis that led her to retrain as a coach.Cecile gets candid about the reality of launching a business in March 2020 and the two years she spent "faffing around" before a critical lightbulb moment. She explains how she learned to embrace her identity as an entrepreneur and build a successful business as an introvert, without being "loud and shouty".In this episode, you will learn:Cecile's "Aha" Moment: How, as a "massive introvert," she volunteered to give a company talk just to get her own hotel room—and was shocked when 100 people showed up to hear her speak about introversion. This was the moment she realised her words could help people.The Post-Graduation Reality: Cecile describes the struggle of launching her business in March 2020. The advice from her training about "having the right energy" didn't translate into clients, and she spent two years working for platforms without building her own business.The Biggest Mindset Shift: The most significant change came from joining The Coaching Revolution: the realisation that she wasn't just a coach, she was "running a business" and was an "entrepreneur".Marketing as an Introvert: You don't have to be an extrovert to market effectively. Cecile shares her strategy of building systems to manage her energy drain, attending the same networking events to build community, and focusing on having deep conversations with one or two people instead of working the whole room.Her Niche - The "Good Girl Syndrome": Cecile works with "quiet leaders"—the introverted, sensitive, and reliable people who do the work. She helps those struggling with the "good girl syndrome," who get overlooked for promotions because they are too "convenient" where they are.The Power of Community: Cecile highlights the value of The Coaching Revolution's supportive, non-competitive Facebook group, describing it as a place to get "instantaneous support" from colleagues around the world, especially for urgent business needs like proposals or contracts.What's Next: Cecile is expanding her business after getting certified in supervision.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

Let's talk about money. In this hard-hitting episode, Sarah tackles the "elephant in the room" that the coaching profession seems to ignore: the financial Return on Investment (ROI) on coach training.While many training providers highlight the magnificent fees experienced coaches can command, they often fail to discuss the harsh financial realities. Sarah breaks down the real costs of qualifications—which can range from £3,300 to over £25,000 —and questions how many graduates ever earn enough to justify their investment. This is a critical listen for anyone considering a coaching qualification or any coach who feels misled about the business side of coaching.In this episode, you will learn:The Big Disconnect: Coach training programs provide valuable skills and personal transformation, but they typically only offer 50% of what you need. The other 50%—client acquisition and business development—is often "completely absent or given superficial treatment".The "Monetisable Credibility" Privilege: Training providers don't explain that unless you already have a network of people who know, like, and trust you (and are in a position to hire you for coaching), you will likely struggle to find clients.The "Add-On" Myth: Business building is often treated as an afterthought, sold as a self-paced video course. Sarah argues this isn't enough, as implementation is complex and requires ongoing, supported learning.Cognitive Dissonance: Coaches rarely regret their investment. The personal transformation is so profound that it's "psychologically easier to justify the expense, even when the financial returns we hoped for don't materialise".A Broken System: Associate work is scarce, to the point where some coaches work for free just to build their hours —an arrangement accepted by professional bodies to help coaches meet credentialing requirements.3 Questions to Ask Before You Invest: If you are looking for a financial ROI, Sarah urges you to ask yourself three questions:Do I have monetisable credibility? If not, am I prepared to invest additional time and money to learn client acquisition? Can I afford to build my practice slowly while earning very little, or am I prepared to work alongside it? Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠

The Burnout Trap: From "What's Wrong With Me?" to a New CareerIn this episode, Sarah talks with the "marvellous" Paul Bridel, a coach who shares his powerful and personal journey from a 20-year career in IT to a complete breakdown from burnout.Paul opens up about his multi-year struggle in a project management role, where he lost all his energy, confidence, and desire to be at his job. He describes the awful feeling of being trapped —too exhausted and lacking the self-belief to even go through a job search.This conversation is a must-listen for any professional who feels stuck, hopeless, or is asking themselves, "What's wrong with me?". Paul explains how he finally found coaching and turned his "great experience" of burnout into a new mission.In this episode, you will learn:Paul's Background: Paul spent two decades in IT, moving from support to project management. In the late 2000s, he began to burn out from the workload and pressure.The Burnout Trap: He shares the experience of being stuck in a loop of no energy and no confidence. The worst part was this sense of being trapped, believing he couldn't get another job and not having the energy to try.Discovering Coaching: Paul found coaching while devouring self-help books and after receiving some counselling. He was drawn to coaching's forward-looking approach, but he never actually hired a coach himself.The Long Road: Paul believes that if he had hired a coach, he would have "sorted himself out" much more quickly. Instead, it took him "years and years" to make progress on his own. He eventually left his job after being offered redundancy.The Stigma of Struggling: Paul and Sarah discuss why highly conscientious people with a strong sense of duty are often hit the hardest. In competitive corporate environments, people are afraid to be seen as "the one that's struggling" , which leads to isolation, loneliness , and a sense of shame.His New Book: Paul is writing a book based on his experience, with the working title "What's Wrong With Me". It's the book he wishes he'd had , written to help people in the thick of burnout understand what's happening to them and to show them that they are not broken.Book Release: The book is planned for release by the end of October, and "definitely before Christmas".Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠

In this candid episode, Sarah explores a peculiar and frustrating challenge she has encountered repeatedly after years of running The Coaching Revolution: highly intelligent coaches are often the most difficult to teach.While it's reasonable to assume brilliant minds would be quick to implement proven strategies, Sarah reveals that the opposite is often true. She explains how intelligence, when combined with professional success, can create the most stubborn barrier to learning. This episode is a must-listen for any coach who prides themselves on their intellect but finds themselves struggling to get results.In this episode, you will learn:The Paradox of Intelligence: Why the assumption that highly intelligent individuals are easier to work with is "entirely wrong". Their advanced education and success often create a "stubborn barrier to learning".The "Special Case" Syndrome: How highly intelligent coaches resist new strategies. They don't question the methodology directly; instead, they "claim exemption", insisting their situation and their potential clients are special cases where the normal rules don't apply.Ego and Counter-Intuition: The resistance often stems from the "uncomfortable collision between intelligence and ego". Effective marketing can feel "counterintuitive" or simply "wrong", causing analytical minds to retreat into exceptionalism.The Power of Peer Validation: Why breakthroughs for intelligent coaches rarely come from expert instruction. The resistance only disappears when they engage with other highly intelligent professionals in a community who validate the process. Hearing from a peer carries more weight than instruction from a teacher.The High Cost of Resistance: Coaches who remain convinced they are special cases consistently fail, not because the teaching doesn't work, but because they won't implement it properly. They become their own biggest obstacle.The Path to Success: The most successful outcomes happen when intelligent coaches "temporarily suspend their need to understand why something works before they try it". True progress comes when they show humility and accept that brilliance in one field doesn't automatically translate to expertise in another.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠

Ever wonder why so many talented, qualified coaches have empty client lists? In this episode, Sarah Short, founder of The Coaching Revolution, tackles this question head-on, starting with the principle that inspired her nearly eight-year journey: Simon Sinek's "Start with Why." Sarah gets personal, sharing the "why" behind The Coaching Revolution's mission: to transform passionate, qualified coaches into well-paid professionals by fixing the single biggest obstacle they face. This episode is a must-listen for any coach who feels frustrated with client acquisition and is ready to build a real, sustainable business.In this episode, you will learn:The Coaching Revolution's "Why": The organisation was founded to bridge the gap between skilled coaches and genuine, paid coaching opportunities. Its vision is to empower coaches who have been transformed by coaching to have a positive impact on others. The Non-Negotiable Standard: The Coaching Revolution only works with coaches who have completed 60+ hours of specific training. Sarah explains that many people who believe they've been "coaching informally" for years are actually mentoring, a critical distinction they discover after formal training. The Core Problem in the Industry: Most coaches don't lack skill; they lack clients. The fundamental reason is that coaches are notoriously bad at explaining the benefits of what they do in simple, accessible language. They use industry jargon like "co-creating environments" and "thinking partner," which means nothing to potential clients and can even sound patronising. A Broken System: The competition for clients is so fierce that many coaches work for platforms that don't pay them, in exchange for "community" or supervision. Sarah critiques the industry practice of logging hours that are "paid in inverted commas"—meaning an exchange of value like a cup of coffee, not actual money—which allows this to happen. The Solution - Building the Bridge: The key to getting clients is learning how to articulate the problems you solve in words that are intelligible to non-coaches. The Coaching Revolution teaches coaches how to have conversations that demonstrate empathy and offer hope, building trust long before a contract is ever signed. Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠

Meet Amy - Amy Wolfe joins us from Johannesburg, South Africa, sharing her journey from struggling healthcare manager to leadership coach. After experiencing transformational coaching herself, she trained to become a coach—only to discover she had no idea how to market her new business.The "Smart Person" Problem - Amy has a master's degree, extensive healthcare CPD experience, and qualified coaching credentials. Yet marketing stumped her completely. Sound familiar? Western education trains us to be employees, not entrepreneurs. We learn to advocate for promotions—not build businesses from scratch.What Corporate Doesn't Teach YouIn corporate, people understand your job title and skillsetYou're taught NOT to talk about yourself (it's seen as arrogant)Corporate marketing aims for massive reach—solopreneurs only need 20-50 clientsYou can't boil the ocean, but you can boil a dropThe Real Marketing Shift - Amy's breakthrough came from talking to a neighbour. Instead of explaining her coaching process, she described the problems she solves. Instant recognition: "Maybe I need to come see you."The Hidden Truth About Coaching Businesses93% of coaches run portfolio businesses (ICF 2023)Most aren't transparent about how long success tookThat "successful" coach might only earn 10% from coachingIt's not about being smarter—it's about having the right skillsetWhy Coaches Are Vulnerable - By the time we realise traditional self-promotion doesn't work, we're feeling foolish, embarrassed, and ashamed. Perfect prey for predatory "six figures in 90 days" schemes.Amy's Advice "It's not you. It's just a skillset you don't have—and anyone can learn it."Start with Sarah's book, join the Nail Your Niche challenge, or book a conversation. Mind the gap in your skills and fill it.

Sarah tackles an uncomfortable truth that coaches need to hear: AI tools like ChatGPT can't build your marketing for you—at least not effectively. While AI can generate content, it can't replace the critical thinking required for marketing that actually converts clients.Key Takeaways:The Core Problem: If you haven't done the foundational thinking, AI-generated marketing won't achieve your desired outcomes. Coaches are selling a service most people don't understand, which means marketing must educate before it can persuade.Why Coaches Fail: The 82% global failure rate for coaches isn't due to poor coaching skills—it's because they never learned how to acquire clients. Many mistake marketing for something superficial that can be automated without understanding it first.The GIGO Principle: Garbage in, garbage out. Vague inputs like "I coach professionals in transition to find clarity and confidence" produce vague, ineffective content that won't resonate with potential clients.What's Required Instead:Select a niche based on both your knowledge and commercial viabilityDefine your ideal client from real-world experience, not AI guessworkLearn to describe your audience's problems in their own wordsUnderstand their lived experience through direct observationAI as a Multiplier, Not a Substitute: Once you've done the foundational work—identified your niche, understood your ideal client, and clarified your marketing message—AI becomes powerful for amplifying reach, saving time, and refining ideas. Use it for the grunt work, not the groundwork.Bottom LineMarketing and commercial thinking are professional skills that require learning, just like coaching itself. Master these fundamentals first, then leverage AI to scale your efforts. There are no shortcuts to building a thriving coaching practice.Want to learn expert-level AI skills after doing the foundational thinking? Connect with Sarah to discover how to use AI effectively in your coaching business.

In this inspiring episode, Sarah sits down with the "rather marvellous" Alex Atherton to explore his incredible journey from education leader to award-winning keynote speaker and author. After 25 years in education (including over 12 years as a secondary school head teacher), Alex took a leap of faith in 2018 to build something entirely new.What started as school consultancy evolved into coaching, then blossomed into a thriving speaking business that now generates the largest chunk of his income. Along the way, Alex wrote his debut book The Snowflake Myth, challenging negative stereotypes about Generation Z - the very students he spent years supporting in challenging inner-city schools.Key TakeawaysStart With Your Background (But Don't Stay There) - Alex emphasises that while you shouldn't limit yourself to your past, you absolutely must start there. His coaching clients weren't just educators - they were senior leaders across public sector organisations he'd worked alongside: police chiefs, NHS managers, local authority executives. The common thread? Complex, exhausting leadership roles that society needs done well.The 82% Reality Check - Alex credits understanding that "more of this journey is about marketing than being able to coach" as crucial to avoiding the 82% of coaching businesses that fail. Having expertise isn't enough - you need robust marketing systems and ongoing support.Business Evolution is Natural - From "coach who does some speaking" to "speaker who does some coaching" to "someone who knows about this stuff" - Alex shows how businesses naturally evolve when you stay open to opportunities and listen to market demand.Community Makes the Difference - The ongoing support network proved invaluable. As Alex puts it: "The game changes continually" - algorithms, pain points, client expectations all shift. Having engaged peers to navigate these changes together provides a crucial competitive advantage.About Alex's New BookThe Snowflake Myth challenges the tired stereotypes about Generation Z that Alex grew tired of hearing about his former students. Born from his speaking work, the book became his vehicle to engage with audiences far beyond education - from corporate leaders to farmers.Get your copy:📚 Amazon: https://www.amazon.co.uk/Snowflake-Myth-Explaining-workplace-beyond/dp/1836284713🌐 Alex's Website: https://www.alexatherton.com/snowflake-mythAvailable now (released September 28th)The Transformation Timeline2018: Left education after 25 years to give himself one year to earn a living differently2020: COVID pivoted him from education consultancy toward coaching2022: Discovered Know Your Niche and The Coaching Revolution2023: Speaking business overtook coaching as the primary income source2024: Became an award-winning speaker, published first bookFor Aspiring CoachesAlex's advice is refreshingly honest: expect to put in serious hours, especially on the marketing side, where you "know nothing or next to nothing." But he's proof that with patience, proper guidance, and willingness to evolve, you can build something remarkable.His parting wisdom? If you're not prepared to invest in learning from people who really know what they're doing, "your coaching business is gonna come to an end pretty quickly and you might be going back to what you used to do with your tail between your legs."The image of that outcome was "quite a driver" for Alex to engage fully - and look where it got him. Currently twinkling, as Sarah puts it, and loving every minute of the journey ahead.Want to follow Alex's journey? Connect with him through his website or grab his book to see how he's challenging workplace myths and supporting the next generation of leaders.

The AI Shortcut TrapNew AI-powered tools promise to build your ideal client avatar (ICA) in minutes. But here's the problem: they're often created by people who've never done the deep work themselves—like a web designer selling ICA tools while having no defined niche of her own.Why This Matters for CoachesWe'd never accept that someone could become a coach by chatting with a custom GPT for 30 minutes. So why do we think a generic AI prompt can solve our most foundational marketing challenge?The Real Cost of ShortcutsWhen coaches use superficial tools, they get:Superficial ICAs that apply to half the populationWasted time and money on ineffective marketingLoss of faith in marketing itselfGeneric messaging that attracts no oneThe Hard Questions You Can't AutomateBuilding a viable coaching business requires grappling with:Who exactly is your audience?What keeps them awake at night?What have they already tried to fix this?Why didn't their previous attempts work?What specific words do they use to describe their problem?The Truth About Marketing StrategyThese aren't one-line prompts; they're deep strategic questions requiring time, thoughtful consideration, and real-world context. No tool can replace the uncomfortable work of truly understanding your ideal client.Bottom LineMarketing a coaching business is a specialist subject. If your ICA could apply to anyone, you haven't done the work. Be sceptical of shortcuts - superficial strategies lead to serious business consequences.Depth matters. There are no shortcuts to clarity.Ready to Transform Your Message?Join Sarah's free 4-day "Nail Your Niche" challenge at ⁠⁠thecoachingrevolution.com/nailyourniche⁠⁠Stop being invisible. Start being indispensable.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠

The Problem with "Coach"While coaching is a superpower, the title itself creates massive confusion. Unlike tennis coaches or driving instructors who clearly demonstrate and teach skills, professional coaches use inquiry-based methods—asking powerful questions rather than transferring knowledge. Yet we're stuck with Thomas Leonard's 1990s job title that sets completely wrong expectations.The Expectation Mismatch CrisisWhen you say "I'm a coach," potential clients expect:Knowledge transfer from an expertTeaching and demonstrationClear methodologies they can understandBut professional coaching is the opposite—we facilitate self-discovery through questioning, not teaching.Why This Kills Your BusinessForces endless process explanations instead of value conversationsMakes premium pricing impossible to justifyCreates invisibility—people don't know when they need youTurns LinkedIn into methodology tutorials instead of client attractionThe Golden Sentence SolutionReplace your job title with this format:"I work with [X] to help them [Y] so that they can [Z]"Examples:"I work with VPs in financial services to help them move to top-tier firms so they can accelerate career progression""I work with small business owners to help them overcome decision paralysis so they can scale operations confidently"Why This WorksInstantly clarifies who you serveSpeaks directly to recognised problemsEliminates defensive explanationsAttracts premium clients who see their exact challengeStops pricing objections before they startReady to Transform Your Message?Join Sarah's free 4-day "Nail Your Niche" challenge at thecoachingrevolution.com/nailyournicheStop being invisible. Start being indispensable.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness

Eric Rugundu left a 20-year legal career to coach young lawyers navigating career crises. Discover his inspiring journey from COVID self-reflection to thriving coaching business.Key Topics:Why 82% of coaching businesses fail (and how to avoid it)Overcoming video marketing fearsFinding your tribe in the coaching communityThe surprising personal development of building a businessTurning industry experience into your competitive advantageGolden Nuggets:"You made me do things I didn't want to do - in a good way" - Eric on being pushed outside his comfort zone"That's how you look and sound. You still have friends." - Sarah's reality check on video fearsPerfect For:✓ Career changers considering coaching✓ New coaches struggling with marketing✓ Anyone afraid of video content✓ Coaches seeking authentic marketing strategiesThe Bottom Line: Eric's transformation from LinkedIn-phobic lawyer to confident coach proves that success comes from courage, community, and doing difficult things with proper support.Ready to build a coaching business that doesn't join the 82% failure rate? This episode reveals exactly how.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness

AI Coaching is Closer Than You ThinkIf you're a coach relying on platforms like Ezra, BetterUp, Lyra, or CoachHub for clients, this episode is a crucial wake-up call. Sarah breaks down groundbreaking research proving AI coaching isn't some distant possibility – it's happening now and performing at surprisingly high levels.The Game-Changing ResearchA new study in Coaching: An International Journal of Theory, Research and Practice examined whether AI coaching agents could meet professional human coach standards. The results should get every platform-dependent coach's attention.Researchers used AI agents supported by human experts in a "Wizard of Oz" setup and found striking results:Active Listening: AI showed strong capability, with clients feeling genuinely heard and understood.Powerful Questioning: Observers noted AI-generated questions effectively helped clients reflect and gain insights.Client Experience: Clients said AI sessions felt like real coaching and helped them progress toward goals.Most significantly, observers rated one AI session as demonstrating competencies "comparable to a credentialed coach." This isn't theory – it's reality.The Platform ThreatFor platform-dependent coaches, this research reveals an uncomfortable business truth. AI coaching offers platforms the perfect solution:No Labor Costs: AI doesn't need payment, supervision, or management24/7 Availability: No breaks, vacations, or time off neededUnlimited Scalability: One system handles countless clients simultaneouslyConsistent Quality: Standardised performance without human variabilityPlatforms already treat coaching as a commodity, controlling pricing and client acquisition while coaches deliver assigned sessions. When AI can provide "good enough" coaching at zero ongoing cost, human coaches become expendable.The Commoditization RealityPlatform coaches already experience limited control – you don't set fees, pricing, or acquire clients. Your income depends entirely on platform decisions. Add AI into this equation, and fewer opportunities will exist as platforms prioritise cheaper, scalable AI solutions.Your Lifeline: Micro NichesThe solution lies entirely within your control. Platforms want scale – serving massive audiences cost-effectively. They have zero interest in small, tightly defined micro niches, and that's your opportunity.While micro niches seem less exciting than global platform reach, they offer something more valuable: stable, profitable, sustainable income that you control.Why Micro Niches WorkWell-chosen micro niches enable six-figure or multiple six-figure businesses over time. This creates something AI can't replicate: deep understanding of specific challenges, personal trust-based relationships, and specialized expertise from focused practice.Act Now, Not LaterAI coaching is already here, performing at professional levels. The question isn't whether this impacts coaching, but whether you'll wait for AI to replace you or build an AI-proof business now.With clear niche focus and solid client acquisition strategy, your coaching future can be secure and prosperous. Stop depending on platforms and start building something you control.Ready to future-proof your coaching business?Visit thecoachingrevolution.com and click "Book a Call" to discuss how this works in practice.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness

What does it really take to transition from corporate success to a thriving coaching business? Antonia Watson's journey reveals the surprising gap most newly qualified coaches don't see coming.The Monday Morning RealityAfter 20+ years in tech consulting as COO and Global Head of Workforce Strategy, Antonia discovered coaching during a post-pandemic career break. She loved her training at Henley Business School and felt confident in her coaching abilities. Then Monday morning arrived: "I need paying clients. Now what?"Despite her corporate background, Antonia discovered that marketing a global consultancy bears no resemblance to marketing yourself as a coach. She tried online research and mentoring, but was missing the practical steps to actually implement what she was learning.The Game-Changing QuestionEverything shifted during Sarah's Nail Your Niche Challenge with one powerful insight: "It's one thing identifying your ideal client, but how are you going to find them on LinkedIn?"This exposed her fundamental flaw – starting too broadly with "I'll coach professional women." You can't find all professional women on LinkedIn and message them personally. The practicality simply doesn't work.Going Deep for Real ResultsAntonia learned that effective marketing requires understanding your ideal client at an impossible depth. She now works specifically with senior women in STEM navigating change who want to advance their careers with clarity and confidence.This specificity transformed everything. She developed structured daily LinkedIn content, runs targeted webinars, built her website, and works with both individual and corporate clients. Many come from her former network who now understand exactly how she helps.The Unexpected TruthBuilding her coaching business became as much personal development as her coaching training. The skills are completely complementary – the deeper she understands her ideal client for marketing, the better coach she becomes.Through the Coaching Revolution's Advance Programme, Antonia gained practical tools from proposal writing to client sequences. The supportive community provides ongoing collaboration without competition, since everyone serves different niches.Her transformation from a qualified coach wondering "what now?" to confidently building a thriving business proves that with practical guidance and community support, the gap between qualification and success can be bridged.Ready to Nail Your Niche?Join Sarah's Nail Your Niche Challenge – the only challenge designed specifically for qualified coaches who want to stop marketing to everyone and start attracting ideal clients.🎯 ⁠Register for Nail Your Niche Challenge⁠Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness

The Hard Truth Sarah Drops in This EpisodeIf you're posting inspirational quotes and calling it marketing... stop. That's not marketing, that's just posting. And there's a big difference.The brutal reality: 82% of coaching businesses fail because their owners don't know how to find paying clients. But here's the thing – it's not your fault.Why Most Coaches Struggle (Spoiler: It's Not What You Think)Your coaching school taught you how to coach, not how to run a business. Sound familiar?The fantasy vs. reality:What you thought: "Coaching is my superpower! People will see what I do and come running!"What actually happened: CricketsThe problem: Your potential clients don't even know you exist. Worse? They don't know they need a coach – they're too busy struggling with their problem.The Thoughts Sabotaging Your SuccessSarah calls out the mental blocks every coach has (yes, even you):✗ "I don't want to be salesy"✗ "I'm terrible at promoting myself"✗ "Maybe I need more qualifications first"✗ "Marketing feels inauthentic"Reality check: You're not bad at marketing. You just haven't learned how to market yet.The Elephant in the Room: You Can't Market to EveryoneThe uncomfortable truth: When you try to appeal to everyone, you end up appealing to no one.Why this happens: Your message becomes so broad and vague that it floats past the people who desperately need your help.The Niche "Problem" That Isn't Actually a ProblemWhat coaches think: "If I choose a niche, won't I limit myself and get bored?"The reality: Choosing a niche isn't about saying no to variety – it's about saying yes to focus.Your clients aren't searching for "a coach." They're searching for someone who understands their specific problem.The Power of Getting Specific (With Real Examples)Instead of saying: "I help people with their careers" (boring, invisible)Try this:"I help account managers in financial services land their second job after their first postgraduate role""I help senior leaders in pharmaceuticals transition into a new career before retirement""I help deputy heads who've lost their mojo rediscover their passion for work"The result: Your potential client thinks, "That's me! That's my exact problem!"Your Next StepsReady to stop spinning your wheels and start attracting clients who actually pay professional rates?Stop doing this:Posting vague inspirational quotesTrying to appeal to everyoneWaiting for more qualificationsStart doing this:Get crystal clear on who you helpSpeak directly to their specific problemShow them you understand their struggleReady to Nail Your Niche?Join Sarah's Nail Your Niche Challenge – the only challenge designed specifically for qualified coaches who want to stop marketing to everyone and start attracting ideal clients.🎯 Register for Nail Your Niche ChallengeHave you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness

In this eye-opening episode, Sarah exposes a troubling business model that's exploiting coaches in our industry. She reveals how one company is selling coaching services for just £49.99 for four hours of coaching per month (that's £12.50 per session!) while paying their coaches absolutely nothing.This isn't pro bono work – it's exploitation disguised as "opportunity."Key Points Discussed:The Shocking Business Model:The Setup: A coaching company selling 4 hours of monthly coaching for £49.99 (including VAT)The Math: That's just £12.50 per hour session, or £10.42 without VATThe Reality: Coaches receive zero payment – not even an associate feeThe Clients: Include household-name organisations that should know betterWhy This MattersProfessional Devaluation: When coaching costs "less than a pizza," it undermines the entire professionExploitation of Vulnerability: Takes advantage of new coaches desperate to build hours for accreditationMarket Impact: Organisations paying below minimum wage for professional services sets a dangerous precedentThe LinkedIn Poll ResultsSarah's community spoke loud and clear:90% found the practice exploitative5% deemed it acceptable5% had other concernsThe Vulnerability FactorWhy do coaches fall for this? Sarah reveals the "dark underbelly" of our profession:Lack of Transparency: Coaching schools don't explain the scarcity of employed opportunitiesMissing Skills: New coaches aren't taught client acquisition – the essential complementary skillsetFalse Expectations: Students expect clients to come easily post-certificationDesperation: Struggling coaches become vulnerable to exploitationThe Bigger PictureThis isn't just about one company – it's part of a larger pattern of advantage-taking in the coaching industry, from:"Six figures in 90 days" charlatans charging tens of thousandsCompanies that promise to sell your coaching but never pay youSarah's PositionThis is NOT pro bono coaching because:The client is payingThe company is profitingOnly the coaches work for freeTrue pro bono coaching:Serves those who couldn't otherwise afford coachingShould come after coaches have covered their financial basesDoesn't involve a middleman profiting from free labourDiscussion QuestionsHow do we better prepare new coaches for the business realities of coaching?What responsibility do coaching schools have to set realistic expectations?How can we protect vulnerable coaches from exploitative practices?What constitutes fair compensation for professional coaching services?Resources:📖 Read the Original LinkedIn Post: Sarah's viral LinkedIn post that sparked this conversation🎧 Related Episode: Listen to "Monetisable Credibility" to understand what gives coaches leverage in the marketplaceThe Bottom LineProfessional coaches deserve professional rates. When we allow our services to be valued at "less than the cost of a pizza," we don't just hurt individual coaches – we damage the credibility and sustainability of our entire profession.The coaching industry needs to have honest conversations about business realities, fair compensation, and protecting new coaches from exploitation.What are your thoughts on this practice? Have you encountered similar situations in the coaching world? Share your experiences and join the conversation.Stats That Matter:13,500+ coaching sessions delivered unpaid through this one company£10.42 per hour – well below UK minimum wage90% of respondents called it exploitativeOriginally posted a year ago, this issue remains relevant as the coaching industry continues to grapple with fair compensation and professional standards.Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness