Pam Lidford, The Coaching Academy trainer has been an integral part of the tutor team for a number of years, presenting Accelerator days as part of the Personal Performance Coaching Diploma, Youth Impact Coaching Diploma and the CPD for Coaches program. We’ve put her on the coaching hotseat to answer your questions:-

If you want to attract more clients, I recommend:

If you want to attract more clients, start believing that you will.  Handle any negative mind chatter, overcome any challenges around charging and asking for payment, gather testimonials and share them with new prospective clients.  Start asking for what you want, in the nicest possible way.  Are you already listening to friends, family, colleagues and then asking them questions to help them with their goals and challenges?  If so, and they are getting results, ask them who they know who might be interested in having you do the same for them for a fee.

My best advice for marketing your coaching business is:

My best advice for marketing your coaching business is networking.  I recommend you let people know what you do!  Sounds obvious but you might be surprised how many fantastic, skilled coaches are hiding their talents too shy to chat about coaching when they are out and about.

People probably don’t know that:

People probably don’t know that I am a classic romantic (Ann Skidmore told me that!)

My favourite self-development book is: 

My favourite self-development book is the Monk Who Sold His Ferrari

The most inspiring speaker I have ever heard is:

The most inspiring speaker I have ever heard is Tony Robbins

If I was alone on a desert island, I would need to have (three luxuries that don’t include family members, pets or friends) with me:

If I was alone on a desert island, I would need to have (three luxuries that don’t include family members, pets or friends) with me: my laptop, shade and lots of water.

My favourite place in the world is…:

My home.

The most unusual thing I have ever done is:

The most unusual thing I have ever done is jumped off a telegraph pole! (I did have a harness on at the time)

My definition of success is:

Being in the moment whilst working towards what I want.  I get clear about how I would like things to be in an area of my life, then I visualise the outcome I desire (just for a few seconds each day for say a week), then I trust it will happen whilst taking regular and consistent actions towards it.  The real success is being present and  enjoying the moment whether I’m working, being with my family or friends, reading or learning something new.

Dawn Harvey, The Coaching Academy trainer is part of the Small Business Coaching Tutor team and we’ve put her on the coaching hotseat to answer your questions:-

1. My favourite coaching question is…

There are so many great questions.  I don’t have an absolute favourite.  One that I like a lot, that’s useful in giving an instant sense of perspective is, “In the bigger scheme of things, how important is this to you?”

2. The question that often elicits a breakthrough or ‘aha’ moment is…

There are two that spring to mind here: a) “What are you assuming here?” and b) “Where are you limiting yourself?”

For example , I was working with the owner of a very small business who had, had good success with a very small market and was now looking to expand to a larger more financially lucrative market with the product.

D.H. “Let’s brainstorm the different market options open to you.”
A.B. “I’m feeling so stuck with this, I don’t think I can.”
D.H. “What does ‘stuck’ feel like to you?”
A.B. “It’s like I’m stamping on my brakes really hard.”
D.H. “As you stamp on your brakes, what are some of the assumptions you’re making about your options?”
A.B. “People won’t see this as important.  People won’t pay for it. It will cost more than people can afford. I’m assuming people don’t have the money for this.”
D.H. “Let me check I understand what you are saying here.  You are assuming that… Is that correct?”
A.B. “Yes, but when you say it like that I can see I’m making lots of assumptions with no evidence to back it up.”
D.H. “So what does that tell you.”
A.B. “That I’m putting up my own barriers.”
D.H. “So where are you limiting yourself?”
A.B. “By not believing in the value of what I offer. But more than that I’m limiting myself by not really believing I can do this.”

This was the “aha” moment that released the brakes in this session.  Once the limiting beliefs were dealt with A.B. went on the brainstorm new markets and decided on two to pursue further.

3. What advice would you give for dealing with a challenging coaching situation?

I work with many ‘action orientated’ people who often want results fast.  This can lead to them wanted answers from me rather than doing the work to find their own answers.  If this potential problem has not been addressed in the initial intake or relationship design session it can lead to a breakdown in the relationship.
I prevent this happening by always making sure this is addressed head on and upfront with a new client.  If my potential client is not happy with my non-directive approach than I may not be the right coach for them.

4. What is your top selling business tip?

My top business building tip is:

• It’s crucial to continue to market your services when you ARE busy.
• If you want to attract more clients, I recommend
• Get yourself out there!  Attend networking events, write pieces for your local paper.
• Talk to everyone about what you do – you never know who they know.
• Make a list of dream clients and tell people that you are looking for introductions to these people – again, you don’t know who knows who.
• Don’t be afraid to pick the phone up and call people.
• My best advice for marketing your coaching business is
• Ask for testimonials and make sure potential clients see them.

5. People probably don’t know that I…

Have written a novel.

6. My favourite self-development book is:

Eckhart Toll – “The Power of Now” because it happens to be my current read and although it’s a little ‘out there’ in places it resonates with something deep inside me.  It’s about being fully present in the moment.  The less you strive for fulfilment, the more fulfilment will find you. The best coaching book I have ever read is Myles Downey ‘Effective Coaching’ because it’s one of the first coaching books I ever read and it got me hooked.

7. The most inspiring speaker I have ever heard is:

Oprah Winfrey – because she has overcome many obstacles in her life to be the success she is but mainly because she walks her talk.

8. If I was alone on a desert island, I would need to have (three luxuries that don’t include family members, pets or friends) with me:

• A very large book
• Sunscreen
• Shampoo

9. My favourite place in the world is…

On top of a hill in the middle of nowhere on a bright, breezy day because when I’m out walking in the fresh air I feel totally recharged and energised.

10. The most unusual thing I have ever done is…

Not necessarily unusual but certainly rather embarrassing – a ran 5k for charity with my underwear on top of my clothes.

11. My definition of success is:

Freedom to make my own choices.

12. The thing I most love about coaching is…

The coaching process is incredibly empowering and I love the portability and adaptability of it. A coaching intervention that makes a huge difference can take place very informally as part of a conversation and the skills to do this are transferable to all aspects of business, work and life.

As a sought after speaker and workshop facilitator, Mike Blissett has worked in the UK and Europe, and has also helped train thousands of new coaches in his position as trainer with The Coaching Academy. His unique style, wit and intuitive knowledge of the human psyche has helped many hundreds of people develop better ways of working together, as well as living a more fulfilling life themselves.

 Mike shares his top 5 Coaching Questions:-

If you want to attract more clients, I recommend:

Meet as many people in the area you want to coach in as possible. Network, join groups and organisations, take part in forums, debates, accept invitations to presentations, and be proactive with any online marketing and social media you’re interested in. Two great nuggets of advice I was given several years ago and by which I run my business are:

1. ‘People buy people before they buy products and services.’ This means, at some level and to a certain degree, future potential clients need to ‘get’ who you are first before they buy coaching. You can build your profile up face-to-face, or via a regular newsletter or Blog, Twitter, Facebook, Linked-In, and all the other amazing online tools out there nowadays.

2. ‘People buy from people they know, like and trust’ – and it’s the last point, ‘trust’ that can take a while, which is why being a regular networker, attender of events, speaker, or social media writer can make such a difference. Simply, when people get to know you or your articles, when they need a coach they’ll automatically think of you rather than search the internet for other coaches they don’t yet know.

My best advice for marketing your coaching business is:

As above, and also sooner rather than later devise your own marketing strategy/plan. Many businesses have a business plan, though far fewer think about marketing as an on-going development area for growing their business. The more you diarize and book appointments with yourself to update your Blog, website, newsletter, send out those letters of introduction, follow-up on emails and phone calls the better results you’ll see. Planning and running your coaching practice as an efficient, well-oiled business is as important as having great coaching skills and working with clients to get great results.  

People probably don’t know that:

I used to play the trombone at Music College and in an orchestra.

My favourite self-development book is:

There are thousands, though the two that changed my life at the right time were:

• ‘Take Charge of Your Life’ by Louis Proto, 1988. Living in Lincolnshire, working full time and singing in a band, I read this book and three weeks later moved to London ready to begin building the life I really wanted.
• ‘Be Your Own Life Coach’ by Fiona Harrold, 2001. In January 2003 I read this book, and 3 weeks later at the beginning of February was sat in my first Coaching Academy Certificate training weekend having decided to be a coach. Fiona’s style is no-nonsense and directive, and I am very much a non-directive coach – though most importantly, her book showed me a light, it sparked my imagination and got me moving in the right direction. Fiona became a good personal friend, and I’m so grateful her book shouted, ‘buy me, buy me’ that day in the bookshop.

The most inspiring speaker I have ever heard is:

Topher Morrison – he’s a brilliant motivational speaker, and also happened to be my trainer in Clinical Hypnotherapy and Sport Hypnosis. I find him authentic, fun, full of life and totally absorbing to listen to. His thirst for life is infectious.  

If I was alone on a desert island, I would need to have (three luxuries that don’t include family members, pets or friends) with me:

1. My iPhone – not just for the phone, internet, diary etc., but also the apps – especially Scrabble, which I play every time I’m on the tube in London. As someone who used to be bottom of the class and get maybe 1 or even zero out of ten for spelling tests at primary school, I’ve come a long way and have currently won 88% of all scrabble games played against the computer on my iPhone (171 games and counting) – I’m so proud!

2. Books, all types of books. I got out of the habit for several years, until last year included ‘must read an hour a day’ on my wheel of life. I alternate personal development books and thrillers, and yesterday bought Dan Brown’s ‘The Lost Symbol’ before training on the Certificate in Personal Coaching event in Brighton.

3. My Sony Vaio laptop. I love to write, Blog, Twitter, add articles for my website, watch movies (including the brilliant ‘Invictus’ on the train to Manchester a few weeks ago). PS: Are power sockets and the internet included as ‘standard’, or would they be listed as 2 extra ‘luxuries’ on the Island? I think I need to see the Desert Island contract before I sign…

My favourite place in the world is:

New York – they don’t say it twice by coincidence, it’s required…and it is THAT good. I have distant family there, some good friends, loads of happy memories (and some I’d sooner forget). A truly special place.

The most unusual thing I have ever done is:

Taken part in an observed coaching session with a 15^th century street urchin in full tatty close, no shoes and dirty face garb (him, not me), as part of a Royal Shakespeare Company season by Spanish playwright Cervantes that had been translated into old Shakespeare style English. People paid to sit in the auditorium and listen to our encounter on stage. Originally I was invited to Stratford-upon-Avon to do this, and then a few months later when the season transferred to London was asked to repeat the exercise. It was unscripted, slightly scary, loads of fun, and the actors that played the part of the street urchin where very generous and supportive working with me. Phew!

My definition of success is:

Being able to do what we love to do, and to be successful enough so that it enables us to carry on doing it. I call that ‘being blessed’.

The thing I most love about coaching is:

The people. Maybe it’s a bit of a cliché, but everyone is different and has a unique connection with the world. No two clients are alike. For me, it keeps coaching fresh, exciting, cutting edge, and ever evolving. Plus, at the end of the process to hear a client say, ‘thank you, this/you made a difference’ is the bit that’s worth more than money. So, just to say again, in one word; people.

Duncan Gee, The Coaching Academy trainer as part of the Youth Impact Coaching Diploma and creator of “The M.A.G.I.C Programme” shares his top 5 Coaching Questions:-

If you want to attract more clients, I recommend,

I used to say you can coach in all areas. Yes you can, however if you find a niche you can market yourself better and become a specialist in that area. Join a business building breakfast club. Be proud of your profession and have an elevator speech ready when you speak to people about your service.

My best advice for marketing your coaching business is

Be authentic is my best piece of advice. I have met people that aren’t being themselves and it stands out a mile. Never miss an opportunity to tell people what you do. Local magazines are always looking for people to spotlight.

People probably don’t know that

I am a keen cyclist and I will be doing a ride for the charity ‘bully free zone’ next year from Northwest England to the Southwest of France - approx 1200 miles.

My favourite self-development book is

‘What matters most’ by Hyrum W Smith. 

The most inspiring speaker I have ever heard is

‘Secret Habits of Successful Bastards’ Adrian Maile and Melissa Roskell.  

If I was alone on a desert island, I would need to have (three luxuries that don’t include family members, pets or friends) with me:

A fishing rod, case of wine, fire lighters.

My favourite place in the world is…

India - the Hindu people are friendly, kind and have no egos.

The most unusual thing I have ever done is

 Nipping behind a tree in Norway for a discreet pee and the cliff giving way, not discreet anymore! – 100ft down cut bruises and broken leg.

My definition of success is:

People often say it will be OK when we get there. It is knowing where ‘there’ is and what you are happy with that will define success. Once you have reached where you want to be in life it is about enjoying every minute of it.   

The thing I most love about coaching is

Seeing people move to self empowerment mode – truly awesome!

We’re very excited to announce that Bev James, MD of The Coaching Academy - the world’s largest coaching organisation - and Founder and MD of the Entrepreneurs’ Business Academy is now a new regular columnist for Startuptv.co.uk, an innovative new platform to find the products and services that will make your business thrive.

Bev is a European Master Trainer for DISC personality profiling/strengths based assessment with vast experience in the people-element of business, recruiting high performing teams, talent management and talent retention, particularly in challenging environments. Bev has coached many high profile entrepreneurs to the success they enjoy today and has a thorough understanding of the mindset and issues affecting entrepreneurs and business owners.

Over the coming months, Bev will be discussing the points which she feels are essential for businesses that are starting or growing. 

Bev’s column for Startuptv.co.uk will include carefully handpicked tips to help you steer your business in the right direction. This issue, Bev focuses on the importance of hiring the right people, first time. You can catch Bev talking about this over here.

My favourite coaching question is: …”what will having that (goal / belief / decision) give you or allow you to have?”.  If I feel that a client is struggling to articulate a goal or if it does not seem to be congruent with everything else they are describing in their lives, then this question helps them to explore what other issues there are surrounding it.  It helps to uncover what the true driver or goal really is, and what the motivations are behind it.  I’ll often use it when helping a client to describe their goal as a well formed outcome; it’s particularly effective when used in the will / won’t vs do / don’t format:

• What will happen if you do it?
• What will happen if you don’t?
• What won’t happen if you do it?
• What won’t happen if you don’t?

The question that often elicits a breakthrough or ‘aha’ moment is “how do you know that?” 

We often allow ourselves to wallow in our limiting beliefs, without challenging ourselves and helping ourselves to break some truly undermining thinking habits.  This question helps to shatter those thought patterns.

Another common situation I encounter is when clients stack up a whole series of goals and challenges with tighter and tighter deadlines.  This is quite common when working with business owners or new business start ups; and with the need to get money into the business quickly, it is really understandable.  However, how realistic is it that they will achieve all of these goals?

Challenging clients to consider the relative importance of each of these goals, using a combination of the two techniques above helps them to start prioritising effectively.  Use the Will / Won’t versus Do / Don’t series of questions I mentioned earlier to ascertain how important each really goal is.  Each time they answer with a negative or fearful response, such as “I need to do it by the end of this month” or “my customers won’t like it”, challenge them with “How do you know that?” or “what evidence do you have that that is going to happen?”  Help your clients to take a little pressure off themselves by encouraging them to prioritise effectively.

Challenging clients requires tenacity and confidence, but without it we run the risk of allowing our clients to remain in their old habits without at least considering new ways of thinking.

My own business is all centred around Coaching in Business, and includes working within all types of organisations across the UK.  I have never lost my love for working with SME’s and continue to coach small business owners.  I also do some associate work which takes me into large private and public sector organisations, helping employees through periods of transition including business reorganisations, redundancy and talent management programmes.  Business is great and has never ceased to excite me.  I think that is what keeps me so motivated.

I spend ………upto 8……………….. hours a week coaching individuals……. The rest of my working time is spent with companies helping them to use coaching to build benefits at both an individual and an organisational level.  I usually work about 25-30 hours per week, and balance the rest of my time with my family and friends.  I also volunteer with the Youth Ministry in our local church community.

I usually market myself in …6 Sessions for individuals.  Within organisations, it varies enormously depending on the nature of the intervention.  It could be a quick “in and out” contract, or one which can last for upto 2 or 3 years.  That’s what I love about my work – the variety and challenge of each contract.

My top business building tip is be prepared!  Everything takes longer and costs more than you originally planned.  This is not a negative statement; it’s all about being realistic, and ensuring that you have sufficient income streams to protect your cash flow, particularly in the early days.  (any of my clients reading this will be fed up of hearing me say it over and over again!!)

If you want to attract more clients, I recommend asking for referrals.  The person you are networking may not necessarily be the person who gives you any business, but they will potentially know lots of contacts who may.  If asking for a referral from an existing client, I would recommend waiting until towards the end of your relationship with them.  Seeking additional business through them may affect the dynamics of your coaching relationship with them.

My best advice for marketing your coaching business is focus! focus! focus!  Get your product or service clearly defined, establish who your market will be – and stick to it.  Don’t get distracted or keep introducing new ideas into the mix.  You need to be very clear on where your successes are so you can build for success.  Similarly, you also need to be able to ditch those aspects that aren’t working as well as you would like, and concentrate on those that are.

People probably don’t know that I am an avid caravanner…yes, really!  We have a touring caravan which we use all year round, and the flexibility of my work allows me to go off with our 2 children, even when my poor husband has run out of annual leave! 

My favourite self-development book is Take Time for Your Life by Cheryl Richardson.  It was one of the first self-development books I read after “discovering” coaching, so this may be why it had such a great impact on me.  It takes you through a step by step guide to re-structuring and redefining your life, and is so practical and firmly rooted in the “real-world”.  There is a danger with many self-development books that paint such an unrealistic picture of the “ideal” life – this book is the exact opposite.

After that, I would say the next most influential book for me was Stephen Covey’s 7 Habits for Highly Effective People.  I think almost every coach recommends this as one of their top ten reads, so that in itself says something.  It can be a bit heavy going as a “cover to cover” read, but you can also read it by picking one habit at a time.

The most inspiring speaker I have ever heard is Richard Bandler – I did my NLP Practitioner programme through Paul McKenna Training, so it was one of the most inspirational weeks I ever spent.  Richard Bandler has a pretty maverick approach, but I would thoroughly recommend hearing him speak if you ever have the opportunity.

If I was alone on a desert island, I would need to have (three luxuries that don’t include family members, pets or friends) with me:

• A journal to record the experience (and lots of coloured pens to satisfy my predilection for mind-maps)
• YSL’s Touche Eclat (does that make me sound shallow?)
• Can I take my caravan?!  I’d be totally self-sufficient then!

My favourite place in the world is…a very special beach in North Cornwall which I shall not name to keep it exclusive!  We have had so many happy times there with my sister’s family, surfing, rock-pooling, eating doughnuts and watching the tide come in over the rocks.  Magic!

The most unusual thing I have ever done is a tandem parachute jump over a cliff edge from a mountain in the French Alps.  It was over a kilometre high and the views (once I had opened my eyes) were just stunning.  I love high-octane sports, and this has to be one of the most frightening but exciting things I have ever done. 

One current goal is to relax more.  I am pretty intense about work and “self-motivation” can often spill over into “over-drive” or even “burn-out”!  I have great energy levels, and I would like to direct these more into my personal life so I have more quality time with the family.

My definition of success is: understanding where try happiness lies for you; who you are happy with; what you are doing when you are happiest – then going out and grabbing it with both hands!  True contentment is a blend of pleasure, meaning and challenge; so success for me is a good combination of all three.

The thing I most love about coaching is helping others to unlock and reach their potential as individuals; it’s pretty much as simple as that for me.  Of course, there are side benefits I enjoy, such as being self-employed and enjoying the flexibility and freedom that comes with that.  It also allows me to indulge in my passion for working in business and meeting some of the most interesting and fascinating people.  Even after all this time, I still find new ways to use and apply my coaching, such as working with young people in our Parish community – a whole new arena for me!

By Liz Plumtree

My favourite coaching question is When will you be taking this action?

The question that often elicits a breakthrough or ‘aha’ moment is…

1. What will happen if you do take this action?
2. What will not happen if you do take this action?
3. What will happen if you do not take this action?
4. What will not happen if you do not take this action?

For example (A real life example of a coaching session where a question, a series of questions, a process or an exercise resulted in a deep insight, or personal transformation – please do not give a client’s real name or anything which could identify them in any way)

If your client ever gets stuck or struggles with their options, my advice for dealing with this particular challenging coaching situation is ask what else the client could/can/will do?  Or, ask them what would they suggest to their best friend if they were in the same situation?

My own business is partly skills based training and 1-2-1 performance coaching.  Started in 2005 I primarily work with businesses and charitable organisations.
I spend 12 hours a week coaching individuals and teams.  The rest of my time is spent skills training, public speaking engagements, writing, networking & meeting clients.

I usually market myself in 6-12 sessions and mostly deliver whole days of either coaching or delivery of training.

My top business building tip is attend regular networking events to build your database of contacts.  This will help you grow your business and gain credibility with the local business community.

If you want to attract more clients, I recommend building your database and being open to joint ventures.

My best advice for marketing your coaching business is to offer something different than the competition and always deliver more than you charge for!

People probably don’t know that I have a disabled son who has a muscle wasting disease called Duchenne Muscular Dystrophy.  I am actively involved in several charitable organisations and lobby 10 Downing Street/Houses of Parliament to obtain funding for medical research for my sons condition.

My favourite self-development book is Who Moved My Cheese because it is a cool reminder about the affects of change, why it’s so important to embrace change and what happens if you don’t change! (it’s also easy to read and I regularly pick it up and read it cover-to-cover).  I’ve also bought lots of copies as I regularly give it away to clients…

The best coaching book I have ever read is Be Your Own Life Coach by Fiona Harrold.  Because – like the above book – I regularly read chunks and extracts from the book for reminders and enjoy Fiona’s style.

The most inspiring speaker I have ever heard is Dr John DeMartini – he is mesmerising and a pleasure to watch as a public speaker. 

If I was alone on a desert island, I would need to have (three luxuries that don’t include family members, pets or friends) with me

1. Ipod – full of personal development CD’s and favourite music.
2. A Bike!  Anything with 2 wheels.
3. Nintendo DS Lite with loads of brain games & electronic books loaded.

My favourite place in the world is Bruges because it has a vibrant and diverse culture, with fantastic architecture – plus there’s lots of chocolate and beer!

The most unusual thing I have ever done is plunged into a freezing lake in Finland wearing trunks (and a pair of socks to prevent my feet sticking to the snow/ice), when the outside temperature was -20.

One current goal is to cycle 135 miles from Whitehaven to Sunderland (West Coast to East Coast of England), to raise £10,000 to buy my son a new electric wheelchair.

My definition of success is doing what I love and loving what I’m doing!

The thing I most love about coaching is enabling people to access their wisdom and use their inner resources to improve their performance.

By Damian Culhane