The Business Of Coaching

In this solo episode, Sarah dives into the concept of pastoral care and why it’s the missing ingredient in most coaching business programs. Using her signature "blanket of security" metaphor, Sarah explains how to bridge the gap between what clients think they want and what they actually need to succeed.What Does "Pastoral Care" Look Like in Practice?Sarah details the high-touch support included in her program to help coaches move from anonymous names to collaborators and friends: Daily Interaction: Online community access for questions and a daily framework for marketing. The Virtual Water Cooler: Daily "Zoom Cafes" designed for hanging out and building relationships, not just working. Accountability in Action: Bi-weekly co-working blocks and weekly accountability calls to set the week up for success. Continuous Growth: Bi-weekly training sessions on business-building topics and extra 1-to-1 support when "life happens.""We wrap what they want—knowledge and skills—into what they need: the support and accountability to implement them."Ready to join the revolution? If you're tired of going it alone and want a coaching business that is supported by a community that has your back, listen in to hear how we are changing the business of coaching.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

There are plenty of people in your LinkedIn DMs promising "six figures in 90 days," but what does the reality of building a coaching business actually look like? In this episode of Success Leaves Clues, Sarah sits down with Kirsty Fitzscott, a former head teacher now 15 months into her coaching journey. They strip away the hype to discuss the practical, pragmatic, and sometimes messy work of establishing a sustainable practice.Kirsty Fitzscott is a coach for head teachers and the host of the new podcast, The Intentional Head. She helps educational leaders move past the daily grind to focus on strategic leadership.Key Takeaways1. The "90-Day" Myth vs. Reality Kirsty debunks the "get rich quick" marketing that targets new coaches. The reality is that building a viable business takes time:The Timeline: It typically takes two to three years to build a business, not three months.The Portfolio Approach: Most coaches won't make their money solely from 1:1 coaching immediately; building a "portfolio business" is often necessary.The Digital Footprint: It can feel like "screaming into the void," but every podcast, video, and article lays a path for clients to find you later.2. Networking: Connection Over Sales Like many coaches, Kirsty initially hated networking because it felt like "selling". She reframed it successfully by realising:You aren't there to sell to the person in front of you; you are there to get to know them.Opportunities often come through "a link and a link and a link"—friends of friends or colleagues of the people you meet.3. The Power of the "Golden Sentence " One of the most critical assets for a coach is their "Golden Sentence"—a single statement that explains exactly what they do.The Formula: "I work with [Client] to help them [Action/Stop Problem] so that they can [Result]".Kirsty's Example: "I help time-poor head teachers to stop the firefighting so they can actually get on with the strategic".Why It Works: It makes your work instantly accessible. Even if the person you are talking to isn't a head teacher, they might know one who is "firefighting" and make the connection.4. Finding the Sweet Spot Kirsty discovered her niche was specifically Primary Head Teachers.The Logic: Unlike secondary schools, which have HR and IT departments, primary heads are often the sole decision-maker for over a thousand stakeholders.The "Shame" Factor: Many potential clients feel shame about their struggles. They need a safe, confidential space to ask questions they can't ask their governors or teams.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

Does the word "niche" make you cringe? You aren't alone. In this solo episode, Sarah tackles one of the biggest sticking points for new coaches: the fear that narrowing your focus means excluding people. Sarah reframes niching from a constraint into a "magic wand" - one of the fastest paths to securing paying clients.Key Takeaways1. Reframing the "Niche" Concept - Many coaches struggle with niching because they view it as excluding people, which goes against the inclusive nature of coaching. Sarah suggests a mindset shift:Think of "niching" simply as having a target audience.Just like Waitrose (a high-end positioned supermarket in the UK) advertises in glossy magazines to reach premium buyers, you are simply placing your message where your likely buyers will see it.2. Hobby vs. Business - Sarah delivers a "hard truth" about the financial reality of coaching:You cannot build a sustainable business on clients who cannot afford to pay you.If you do not have paying clients, you technically have a hobby, not a business.3. The 3 Steps to Choosing a Viable Niche - To choose a niche that actually works, Sarah advises looking for three specific criteria:Language & Rhythm: Choose a group whose language you speak and whose "rhythm of life" you inherently understand.The Problem: Ensure the people in this niche have a specific problem that your coaching can help resolve.Financial Viability: Make sure this group is able to pay a professional rate for your services."Choosing a niche is for coaches like having a magic wand and one of the fastest paths to paying clients that I know of."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

Do you feel "grubby" or "salesy" when you think about marketing your coaching business? You are not alone. In this short episode, Sarah challenges the common belief that marketing requires being "shouty" or "braggy". She explains how marketing is actually just as client-focused as coaching itself, simply requiring a shift in perspective to help your ideal clients find you.Key Takeaways:The "It Depends" Dilemma: Coaches often struggle to define outcomes because every client is unique and the results depend entirely on the individual's challenges and actions.The Visibility Reality Check: Many coaches believe that if their coaching is good enough, clients will magically find them, but clients cannot hire you if they don't know you exist.Marketing is Client-Focused: Just as coaching focuses on the client, good marketing focuses on the specific kind of client you love working with—the ones that make you say "yes" when you see their name in your diary.The "Coach Marketer" Role: To build a financially viable business, you must embrace the role of "coach marketer," which simply means becoming visible to your chosen clients and articulating the benefits of working with you.Memorable Quote:"No matter how wonderful your coaching is, clients can't find you if they don't know you exist." The Simple Marketing Formula:Sarah breaks it down into two simple steps:Become visible to the people you want as clients.Articulate the benefits of working with you.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

About The Guest:Yulianna Vilkos is a career journalist with over 20 years of experience in market-moving financial journalism in London. Originally moving from Ukraine to build a career in a major financial hub, she specialised in debt capital markets and bond deals within emerging markets. Her reporting was influential enough to move bond prices and market trends quite literally.Driven by a lifelong interest in psychology and a desire to help people move forward, Yulianna transitioned into coaching. Unlike therapy, which she felt was too focused on the past or passive listening, coaching allowed her to use her personality and focus on the present to help others achieve their goals.Today, Yulianna specialises in coaching senior financial journalists. She helps them navigate career transitions, leadership challenges, and the unique pressures of the industry, guiding them to design careers that align with their values and priorities. Her mission is to help journalists realise that their skills are transferable and valuable across many industries, empowering them to edit their own life stories rather than feeling trapped in someone else's.About the Episode:In this episode, Sarah chats with Yulianna Vilkos, a former financial journalist turned coach who found success by returning to her roots. After initially trying to build a generic personal brand on the advice of a business coach, Yulianna realised that her true strength lay in her 20-year background in financial journalism. She discusses her journey from reporting on debt capital markets to coaching senior journalists, the pitfalls of trying to be the next "Tony Robbins" without a multimillion-dollar budget, and why focusing on your existing strengths is the key to building a sustainable coaching business.Key Topics Discussed:From Journalism to Coaching: Yulianna shares her 20-year history in London’s financial sector and why she pivoted from market-moving journalism to coaching.Why Not Therapy?: Yulianna explains why she chose coaching over psychotherapy, preferring a forward-looking, active approach to helping people.The Trap of "Generic" Business Coaching: Yulianna opens up about a negative experience with a business coach who advised her to ignore niches and focus solely on "personal branding" to emulate global giants like Tony Robbins—advice that ultimately didn't work for her lifestyle or goals.The "Tony Robbins" Fallacy: Sarah and Yulianna discuss why trying to market to "everyone" is a mistake for new coaches who lack the massive marketing budgets of global celebrities.Finding the "Hidden Treasure" Niche: How Yulianna rediscovered the value of her own network and experience, realising she was "sitting on a treasure" by choosing to coach financial journalists rather than starting from scratch.Coaching Journalists: The specific challenges journalists face, including transitioning to editors, burnout, losing interest in their beat, or feeling misaligned with organisational values.Market to Your Strengths: Yulianna’s core advice for both journalists and coaches: stop trying to fix weaknesses and instead build a career and business around what you are already good at.Are you a coach struggling to find your niche or a journalist looking to pivot? Yulianna advises focusing on your strengths rather than fixing weaknesses.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

Success Leaves Clues: From Biology Teacher to Menopause Expert with Helen ClareIn this episode of the "Success Leaves Clues" series, Sarah sits down with Helen Clare, a senior mentor at The Coaching Revolution and the founder of the thriving business, Menopause in Schools.Helen is the perfect example of how choosing a specific niche and understanding your ideal client can supercharge a coaching business. A former biology teacher, Helen utilised her background to build a portfolio career that supports schools and teachers through perimenopause and menopause.Whether you are struggling to define your niche or afraid that narrowing your focus will limit your opportunities, this frank and insightful conversation is a must-listen.What You’ll Learn in This Episode:The Power of a Clear Niche: How Helen transitioned from biology teacher to menopause coach by realising her ideal clients were the people she already knew and understood—teachers.What "Menopause in Schools" Actually Looks Like: Helen breaks down her portfolio business, which includes one-to-one coaching, writing menopause policies for schools, running staff workshops, and training "Menopause Champions" to support staff retention and well-being.Fearless Marketing: Why Helen isn't afraid to use frank language (like "vagina" or "menstrual flooding") on LinkedIn. She explains why normalising these conversations is vital and how it attracts the right clients rather than getting her banned.The "Special Case" Syndrome: Helen discusses the biggest trap new coaches fall into: believing their business is a "special case" where standard marketing rules don't apply.The "Bad Penny" Strategy: Why you don't need to be everywhere to be successful—you just need to be ubiquitous to the right people. Helen explains how to become a "bad penny" that your ideal clients keep seeing.Why Marketing to Everyone is Marketing to No One: A great analogy about gardening—why casting your seeds to the wind doesn't work, and why you need to "plant" your message where your audience actually hangs out.Are you treating your coaching business like a "special case"?. Take a page out of Helen’s book: define your audience, speak their language, and stop casting your seeds to the wind!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 inspiring episode, Sarah is joined by Elizabeth Rosario, a woman who spent over 30 years in the NHS and over 20 years as a GP before transforming her career and mindset through coaching.If you have ever felt like you "aren't the sort of person" who can market themselves or find clients, Elizabeth’s story is a must-listen. From a crisis of confidence in general practice to building a community interest company, Elizabeth shares her journey of moving from burnout to dreaming big.What You’ll Learn in This Episode:The Power of Transferable Skills: How Elizabeth realised that despite 30 years of medical experience, she hadn't learned true active listening until she trained as a coach—and how that changed her patient interactions.Overcoming the Marketing Block: Elizabeth candidly discusses her resistance to "The Coaching Revolution" methods, her hatred of Facebook ("brag book"), and her panic over posting a simple selfie on LinkedIn.Finding a Powerful Niche: How working with the frailty team during COVID led Elizabeth to her specific niche: helping "guilt-ridden doctors" manage ageing parents so they can enjoy life again.Dreaming Bigger: How stepping out of her rut allowed her to envision a future where she changes the societal conversation around death and family dynamics.This episode proves that you don't have to be a "showy off person" to be a successful coach. Elizabeth’s transition from a sceptic who said "I can't do that" to a passionate coach with a massive vision is the perfect motivation for anyone sitting on the fence about starting their own coaching journey.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 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.