Unfortunately for most life coaches, building a coaching practice requires more than coaching skills. For most of us, our coaching “hat” fits well and easily. But it is very different from our business “hat” which may not fit so well. While the helping and giving side of being a coach is what makes us who we are, it also makes turning our coaching into a successful business something of a challenge. Networking helps coaches to bridge the gap when building a coaching practice.

Networking uses attributes that coaches already have

There are many approaches to building a coaching practice. Networking, however, is a particularly congruent skill for coaches who want to build their businesses. Why? Because networking is about relationships and so is coaching. Dr. Ivan Misner, the father of modern networking, says that networking is “more about farming than hunting.” Translation: networking isn’t just about going in for a quick exchange of business cards. His networking model involves building relationships. Sure, you might go to a networking meeting and find someone who is interested in a free session with you. But if you take the time to get to know people in the group and let them get to know you, you might end up with several clients or even better, an affiliate partner–someone far more helpful than a single client in terms of building a coaching practice.

Three key networking techniques for building a coaching practice

1) If you’ve studied marketing at all you probably know that you need a 30 second “elevator pitch” for your networking. What you might not know is that you really only have about 7 seconds to catch someone’s attention–by then you’ve either caught their interest or not. So when you’re building a coaching practice it’s critical that you script an elevator pitch that makes people want to know more about you and what you do.

2) Remember that networking is about relationships and relationships are critical to building a coaching practice. When you meet someone, ask questions about them. Find out who they are and what they need. Build the conversation about them first, and see if what you are offering is a good fit for them before you offer it.

3) Focus on getting other people’s information rather than giving away your own. Most business cards go straight into the circular file after a meeting, but if someone gives you their card, they are giving you permission to contact them. Contact them by phone no more than 48 hours after you meet them if building a coaching practice includes giving complimentary sessions. And add them to your mailing list.

Dorine G Kramer
JTS Advisors Strategy and Accountability Coach