Have you ever thought that you can be a great coach, but that creating a life coaching business is too challenging for you? Would you rather just do the coaching and leave the selling, administration, marketing, and bean counting to someone else?
Do you feel resistant when it’s time to get up and work on your coaching business, or that you really don’t know how to set up your life coaching business?
Today I’m sharing an interview that I did with Jayne Warrilow, the author of “The 10-Day Coaches MBA”.
I met Jayne at the recent International Coach Federation Conference, and I knew I had to share her wisdom with you, because so many coaches either struggle with the mindset of the business side of the coaching business, or they really just need some direction for their coaching business.
In the video above (and transcription of the interview below) Jayne is going to give us a preview of what you’ll read in The 10-Day Coaches MBA about both the mindset and the mechanics of a coaching business, including:
- 04:00 The Difference Between a Coaching Practice and a Coaching Business
- 04:31 The Six Systems That You Must Have in Your Coaching Business
- 07:55 The Crucial Touch Points That You Should Manage From The Start to The Completion of Each Coach and Client Relationship
- 09:09 The Three Big Levels of Coaching Business, From One-on-one Coach to Thought Leader
- 11:17 The Natural and Predictable Resistance That Coaches and Other Heart-centered Leaders Feel Around Fully Engaging in Their Coaching Business… and What to Do About It
- 12:42 How to Integrate Your Coaching Identity Into Your Role as a Business Owner and Founder of Your Own Coaching Business
…and finally, how to get your own copy of The 10-Day Coaches MBA.
You can skip to the above timecodes to watch that particular section of the video (or scroll to that heading in the transcription below), but I’m betting you’re going to want to read through the entire extraordinary interview.
Before we start, as I mentioned, I connected with Jayne at the recent ICF Conference.
What is the ICF (International Coach Federation)?
ICF, otherwise known as the International Coach Federation, is the world-recognized standard bearer and governing body for the personal and professional coaching world.
They provide internationally-accepted standards for coach credential levels as well as accreditation for coach training organizations, such as ours. Master Coach University is approved to provide training that fulfills ICF’s requirements for coach credentialing.
ICF holds international conferences annually to bring the coaching world together to collaborate with and learn from each other, and this is where I had a chance to interview Jayne.
The full transcript of the interview is below…
02:49 Jeffrey Sooey: All right, we are back at ICF Converge 2017, the International Coach Federation Conference for 2017. I’m here with Jayne Warrilow, the author of the 10-Day Coaches MBA. I wanted to take some time with you, and I am so happy that we had a chance to meet yesterday, because the models that you have created, and some of the steps that coaches need to take to develop their practices and their businesses into something that lives beyond them… I thought was really compelling.
I was wondering if you could share what you feel are the most important distinctions that you share in the 10-Day Coaches MBA that new coaches, especially, don’t understand, and haven’t even thought of when they’re thinking about starting their coaching practice or their coaching business.
03:48 Jayne Warrilow: Okay. Well, I think the first thing to point out is don’t copy somebody else’s business because really you want to create your business for your coaching clients.
The Difference Between a Coaching Practice and a Coaching Business
So it all begins, like you say, Jeffrey, with a coaching practice.
So I think the assumption is that you are a really great coach, and that’s the foundational piece of your practice, and then you build your practice around it.
04:13 Now, we make a distinction between a coaching practice, which is formed by one-on-one clients, to building a business that is really scalable, and you can leverage it as you go to higher income levels and greater reach from your business.
The Six Systems That You Must Have in Your Coaching Business
04:31 So this is really showing a systemic approach to how you build an integrated business system for your coaching, and we work on six “micro-systems”. So think about this for a moment, because it’s really important that, as a coach, you understand there are six systems that you need in your business.
04:52 Jeffrey Sooey: Okay.
“Micro-System” One: Your Client Attraction System
04:52 Jayne Warrilow: The first microsystem is your client attraction system. This is how you get a predictable sales flow into your business.
“Micro-System” Two: Your Client Conversion System
And then we have the client conversion system. This is how you go about having conversations that get more people to say yes to your coaching.
“Micro-System” Three: Your Onboarding System
Then we have the onboarding system. This is about how do you take that initial excitement that your clients have and really keep that momentum going as they come into coaching with you so they don’t bail early.
05:23 Jeffrey Sooey: Right.
“Micro-System” Four: Your Client Nurture System
05:23 Jayne Warrilow: And then we have the client nurture system because today it’s no longer enough to be a great coach, you actually have to be a good business leader as well.
What that means from a client experience is that you don’t just be great in your coaching conversations, you’re actually great in the way that you do business. So you give your clients a real quality of service and experience and you really add value.
We like to think of this client nurture sequence as, “How can you add value as you’re doing your coaching?”.
How can you add value as you’re doing your coaching?
It’s all about value creation.
“Micro-System” Five: Your Client Resources Library
05:58 Then we also teach coaches that to be successful in today’s market, a lot of clients are demanding more than just coaching.
So if you can build a body of work around your coaching, then you start to have more impact, you can reach more people, and you can also make sure that, when you coach, in between coaching sessions, there’s a bit of a drop off sometimes with momentum in terms of change and transformation.
06:23 Jayne Warrilow: If you have resources that can keep the change sustainable in between coaching sessions…
“Micro-System” Six: Your Client Evaluation System
Then we have client evaluation.
Now, this isn’t just a form where you say, “How did we do?” This is a system that you can use to get critical feedback to enable you to stay client centric in your coaching business and continuously evolve. Because, here’s the thing, everything is changing so fast that what was successful, what was effective last year is not going to be the same next year.
We’ve got to stay close to our clients so that we know exactly what they want from us.
07:00 Jeffrey Sooey: Okay, so just to review these six systems, because there was a lot, I want to make sure we’re clear on it:
- Client Attraction System: So basically, it’s a lead flow of people that are actually interested in working with you.
- Client Conversion System: Converting leads into actual clients.
- Client Onboarding System: That’s a huge one a lot of coaches miss, I think, because I have coaches that we work with on a regular basis that say, “I thought they signed up, and then, the next day, they’re gone”. We want to create that momentum.
- Client Nurturing System
- Client Resources Library: Resources for client to use between coaching sessions and something that’s valuable beyond just coaching that you might give.
- Client Evaluation System: Actually getting evaluated by the client.
The Crucial Touch Points That You Should Manage From The Start to The Completion of Each Coach and Client Relationship
07:55 Jayne Warrilow: So what this really is from a high-level picture, if you take a step back from your business, it’s looking from the first touch point with the person when they meet you (It might be a networking event). It’s the first time they come into contact with you. But, It could be online where they just see a post of yours.
08:15 Jeffrey Sooey: Sure.
08:15 Jayne Warrilow: From that very first touch point, you’ve already thought about the journey of transformation you want to take them on…
…from that very first touch point to well after they stop being your client.
From that very first touch point, you’ve already thought about the journey of transformation you want to take them on… from that very first touch point to well after they stop being your client.
08:28 Jeffrey Sooey: Wow.
08:28 Jayne Warrilow: After you finish the coaching contract, you’re still going to be adding value, because you want them to be a source of referrals for you. You want them to be an advocate for your business.
This is not just about getting clients.
This is actually about getting advocates, champions… people that will go and tell other people about you and your coaching.
08:49 Jeffrey Sooey: Yeah, and that is so important, because, if all you are doing is just creating a client, and then they’re gone, and they don’t bring you more clients, or more interest, or more of an audience, then your job is just as hard as it was the first day you started coaching. You’ve got to go start again from scratch, so it makes total sense.
The Three Big Levels of Coaching Business, From One-on-one Coach to Thought Leader
09:09 Now, you mentioned those different levels of a coaching business.
09:15 Jayne Warrilow: Yes.
09:15 Jeffrey Sooey: And let me make sure I remember these. The first was just the one-on-one coach.
09:20 Jayne Warrilow: Yes.
09:21 Jeffrey Sooey: And I seemed to remember that the second one had to do with more leveraged coaching and then the third one was when it’s beyond your coaching. Can you elucidate that a little bit more?
LEVEL ONE: One on One Coach
09:32 Jayne Warrilow: Oh, sure. So it really starts with the coaching practice. That’s really building successful business around one-on-one coaching.
LEVEL TWO: Coaching Business
Now, we make a distinction because that will get you to a ceiling of success and a ceiling of income and reach and impact.
So then we cross the threshold into now you’re ready to build a coaching business. This is where you can build a body of work.
You can start to systematize on your business now. You’re building, ready to be scalable. So you can actually go up to about three-quarters of a million dollars with your business.
LEVEL THREE: Thought Leader
10:09 And then there’s the next threshold of change.
There are a few of us that want to:
- become thought leaders
- lead conversations within the industry
- not only change our clients’ lives, but potentially change the industry.
10:25 Jeffrey Sooey: Wow.
10:26 Jayne Warrilow: So those are the people that need to go beyond coaching, because these are the authors, the speakers, the thought leaders of the future.
In a way, they’re making contribution (or coaching, so to speak) through a thought leadership process… through a conversation that’s beyond what a coach would directly do with a group or with an individual.
10:35 Jeffrey Sooey: So in a way, they’re making contribution (or coaching, so to speak) through a thought leadership process… through a conversation that’s beyond what a coach would directly do with a group or with an individual?
10:50 Jayne Warrilow: Exactly, yes, and then what that means is, at that level, then the one-on-one coaching becomes the elite package that you give to your clients. At that point you’ve probably got all the coaches working for you.
You may have licensed your material because your body of work has already been built in the business stage. When you get to that point, it really is now about “How do you really lead the conversation from there?”.
The Natural and Predictable Resistance That Coaches and Other Heart-centered Leaders Feel Around Fully Engaging in Their Coaching Business… and What to Do About It
11:17 Jeffrey Sooey: Now, some of the coaches that I’ve talked to about building a coaching business (or even a practice)… One of the resistance points that I found is, “You know, I’m a great coach. The value is all about the coaching. I want to focus on coaching.”
I think that’s a great way to get started, maybe develop some clients.
But I think a lot of coaches have hesitancy about focusing on the business part of the business, not because they don’t see that, “Okay, well, this could make me money”, but because their identity is so deeply seated with who they are as a coach, and it’s almost like they’re breaking with who they really feel themselves to be.
I think a lot of coaches have hesitancy about focusing on the business part of the business, not because they don’t see that, “Okay, well, this could make me money”, but because their identity is so deeply seated with who they are as a coach, and it’s almost like they’re breaking with who they really feel themselves to be.
It’s almost like uncomfortable, or inauthentic, or it’s out of place for them to be a business person, or to be a practice builder and to do these things…
…that there’s a lot to this that we really got to dive in.
12:12 How do you support somebody who really needs to do this, but they feel that disconnect?
Because, as a heart-centered leader, as someone who’s a phenomenal coach, who has worked for years and years as somebody who’s really given from herself as a coach…
…How do you make that transition in the business, and take that on as an identity, and still connect deeply with that, and feel comfortable or authentic, as you’re really building the mechanics of business?
How to Integrate Your Coaching Identity Into Your Role as a Business Owner and Founder of Your Own Coaching Business
12:42 Jayne Warrilow: Right. So here’s what I want you to know: If we had been talking ten years ago, I think it would be very true to say, “Coach is over here, and business leader is over here.”
If we had been talking ten years ago, I think it would be very true to say, “Coach is over here, and business leader is over here.”
12:51 Jeffrey Sooey: Yeah.
12:51 Jayne Warrilow: And therefore, it’s almost like polarities. And you can feel the tension between.
It’s almost like they will be very different people.
12:56 Jeffrey Sooey: And in my opinion, they’re very different worlds.
You could build a great business and be a horrible coach, or you could be a phenomenal coach and have a horrible business. But that’s the external side, so please continue…
13:11 Jayne Warrilow: Yeah. So to me, that was ten years ago, right?
13:15 Now, leadership has shifted massively, and it’s continuing to go in this direction.
What we’re now seeing is these polarities, with this tension and conflict between, is starting to move this way.
What’s happening is now we’re getting an integration of coaching and leadership.
What’s happening is now we’re getting an integration of coaching and leadership.
So now, for you to hold coach as your identity, and then think about how you lead as a coach, that’s really all your business needs. Because, what it is now, it’s this integration, and it’s actually very coach-like to be a successful leader today, even if you’ve never been a certified coach.
13:51 Jeffrey Sooey: Right.
13:51 Jayne Warrilow: You see, it’s the same skills:
- It’s the intuitive skills.
- It’s the communication.
- It’s the heart centeredness
- It’s also about getting to your own edges…
- your learning edge.
- the leading edge (whatever your edges are).
That’s very much a part of leadership today, but that’s what we do as coaches.
We take people to their edges.
And if you’re going to take anyone to their edges as a coach, you’ve got to model it yourself.
If you’re going to take anyone to their edges as a coach, you’ve got to model it yourself.
14:17 Jeffrey Sooey: Wow.
14:17 Jayne Warrilow: So I really do get the fact that for some coaches, they’ve got to get out their comfort zone to build their business.
But, I also think this is our calling, because, if you really believe as a coach that you have the skills to make a real difference in our world, I think it’s your responsibility to get that out as much as you can. And if that means building your business, if that means you have to have a deeper understanding of it, yes, it doesn’t mean you have to do everything.
What it means is you have to have an understanding so you can recruit the right people.
As you’re growing you can get the right team together. You don’t have to do all the pieces, but it’s your business, and it’s the systems within it that give you the freedom to coach, and give you the reach and the impact that you want.
15:05 Jeffrey Sooey: So the mechanics of business is something that will be a foundation for me… as a leader leading my business, leading my clients… just like the mechanics of coaching would be a foundation for that.
Each of them has their own mechanics. My discipline is to master those mechanics. But it’s not about the mechanics, it’s about being a leader.
I can be a leader as a coach.
I could be a leader as a business person.
Those are just horses I can ride on, so to speak.
15:33 Jayne Warrilow: Yeah, and I think as a really important piece of advice here.
If you’re going to do business building, make sure that you’re learning from a coach, because we get too many coaches that have been burned by internet marketers (and other big dreams on the internet).
They [internet marketers] know nothing about the coaching industry and therefore, in some ways, they’re selling snake oil, and we’ve had a lot of people, a lot of coaches, that have lost a lot of money for no rewards.
15:59 So that’s the key piece, it’s “How do you build a business that’s successful, but is very high touch, is very coach-like, and really makes the most of your coaching skills in the way that you get clients and convert them, and then take them in to the business where they’re going to have an incredible transformation?”
How do you build a business that’s successful, but is very high touch, is very coach-like, and really makes the most of your coaching skills in the way that you get clients and convert them, and then take them in to the business where they’re going to have an incredible transformation?
16:15 Jeffrey Sooey: Well, that makes so much sense.
I think one of the big fears that coaches have, and I think one of the big challenges I’ve seen (with some coaches who have gone ‘off the rails’ in their business) has been that they became somebody that they weren’t.
They actually did the very thing that other coaches resist… business.
16:36 And the reason why they resist business, is that they ended up buying into something that really had nothing to do with them, and they thought that was business, and they thought that was their business.
And, ultimately, it took them in a realm where they either had to not do that anymore (and it ended for them), or it was even worse…
…They became somebody that they weren’t, and couldn’t actually fulfill the real dream that this was about.
17:07 Anything else that you think would be valuable for coaches when they’re thinking about business that either you teach in the book or that just if you could connect with coaches that are struggling with that piece that you think is really important for them to know?
17:19 Jayne Warrilow: Yeah. So when I started, I talked about growing your own business, your unique business, so I think, actually, the journey starts within.
It starts with really knowing who you are, knowing what your value is, so that you can communicate that with clarity. So, for me, the coaching journey, just like the leadership journey, because I’m an executive coach (I do work with leaders as well)…
So when I talked about these polarities coming together, that’s happening from the position of the coach, but it’s also happening from the position of the leader who is having to learn coaching skills to be successful as a leader today.
17:56 Jeffrey Sooey: Okay.
17:56 Jayne Warrilow: So I think it really is about getting really clear about:
- who you are
- what your strengths are
- what the value is that only you can bring.
This is how you eliminate the competition, because there’s nobody else like you in the world.
This is how you eliminate the competition, because there’s nobody else like you in the world.
If you can embrace that, and have that as the foundational element of your business, no one can touch you, because there’s only one you, and that’s what you need to fully express in your business.
18:24 Jeffrey Sooey: Wow. That is a fantastic message.
I so appreciate you sharing that with the coaches that are going to see this, and thank you so much for the contribution that you’ve made, I know, to your clients, but also now, as a thought leader, to anybody who’s going to read your book.
So once again, the book is The 10-Day Coaches MBA, and how can they get this book? Where can they find it? Where can they buy it?
18:53 Jayne Warrilow: Okay, so this is on Amazon.
And it’s currently on Kindle, so there are only a few countries in the world that don’t get access to Kindle because Amazon doesn’t allow it.
So, if you’re in the East, unfortunately, you can’t get it there, and you need to come to our website, which is CoachesBusinessSchool.com.
19:14 Jeffrey Sooey: Fantastic. It’s really great.
19:24 Jayne Warrilow: Thank you.
(…End of interview)
I hope that you took some great value out of my interview with Jayne today.
What’s your vision for creating a life coaching business?
Which of those six systems that Jayne and I talked about do you most need to build or improve?
Where are you on your journey of synthesizing your coaching identity with your coaching business role?
I’d love to hear your feedback so make sure that you leave a comment with your thoughts or questions.
If you want to pick up your own copy of the 10-Day Coaches MBA, then here are the links you’ll need:
Jayne’s website: http://coachesbusinessschool.com/
The 10-Day Coaches MBA book’s Amazon listing:
By the way, you can also grab your own free, step-by-step, 30 Days to Become a Coach Video Toolkit, just go HERE right now to get your 30-Day Coaching Blueprint videos. You will learn how to change your client’s life in 45 minutes, other advanced coaching practice building techniques, and more. Just go HERE and you can get access to everything… all for free.
Jeffrey T. Sooey
CEO, JTS Advisors
Founder, Coaches Training Blog community