Think of corporate coach training as train the trainer for coaching in a corporate environment. The idea is to establish a coaching culture within a company either as part of the management structure or as a parallel activity. In either case, you will be using leverage to extend your impact, decrease your effort and multiply your income. Here’s how.

Selling the Concept of Coach Training

A powerful way to gain acceptance of a new concept is to draw parallels between the new concept and a well known and time honored one. In this case, there are two clear options. The first is the value of coaching in improving the performance of athletes. The second is the role of the master craftsperson in teaching and developing skills in the apprentice. Both carry the same message: new skills are best transferred through one on one coaching.

Use Corporate Coach Training to Extend Your Impact

With the value of coaching clearly established, the idea of creating an in-house coaching capability guided by a master coach from outside is very appealing. Corporate leadership wants to control their own destiny, and standardize their internal coaching based on their own corporate culture. At the same time they acknowledge that coaching expertise is not a core corporate competencey, so they realize that they need to bring caching expertise in from the outside. At this point the maser coach’s role shifts from coaching to corporate coach training. And when this happens, the results that the master coach can achieve are multiplied by the number of internal coaches that they are working with.

Ease Your Life and Multiply Your Income

In the same way that executives and managers are well paid for the results that they achieve through the people that they lead, corporations easily recognize the value of the leveraged results that the master coach achieves by adopting a corporate coach training approach. The corporation is happy to pay the master coach more, knowing that the corporation is able to limit the cost of improving the results of many more of its people. In addition, because the master coach is now coaching coaches, he or she is dealing with higher level issues and does not have to spend hours and hours in lower level coaching. So the life of the master coach is now much more interesting

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Dave Iuppa
JTS Advisors Strategy and Accountability Coach