Discover how to leverage your existing professional skills to create a thriving and profitable coaching practice. Learn the proven 4-phase coaching process that will greatly boost your confidence to effectively coach others, and transform the lives or your clients. Walk away with numerous business and marketing strategies that you can apply immediately to attract more clients and make your practice financially sustainable. Presented by, Jonathan Jordan, a top-ranked, internationally renowned executive & business coach.
2. Special Offer for Coaches
A Comprehensive Marketing Critique
so your marketing dollars bring you a return on your investment
For Only $297
Here’s What You Will Receive:
A review & analysis of your current, or planned, printed marketing
materials, and electronic material – e.g., your website.
Up to one hour of direct coaching after the materials have been
reviewed.
A review & analysis of your current marketing strategies with guidance
on where and how to find new business income.
To accept this offer, e-mail
Critique@MindfullyChange.com
Or call +1 (321) 214-5824
3. Some of What We Will Cover Today!
THE ROOTS OF THE MODERN COACHING PROFESSION
THE PRACTICE of COACHING
The Coaching Paradigm vs the Therapy Paradigm
The 4 Phases of an Effective Coaching Process
The Power of Questions
A Step-By-Step Guide to Conduct an Actual Coaching
Session
THE BUSINESS OF COACHING
The Importance of an Entrepreneurial Mindset
Basic Business & Financial Fundamentals
Defining Your Brand & Finding Your Niche
Proven Marketing Methods
4. Former Executive with Fortune 500 Companies
Licensed Clinical Social Worker
Series 6 and other Financial Services Licenses
Nationwide and International Speaker
Published Author
Member of the Society for Neuroscience
Certified Executive & Business Coach
Owner of an International Coaching Business
Jonathan Jordan
Just a Little Bit About Presenter…
5. Presenter Contact Information
Jonathan Jordan
President, Global Change Management, Inc.
Please feel free to contact me with any
follow up questions or comments
E-mail: Jonathan@MindfullyChange.com
Follow me on Twitter: @MindfullyChange
6. My Coaching Business
Began my own practice in 2005 (did have some previous
experience in executive coaching)
Currently my coaching firm has 11 “affiliate coaches”
Delivered over 8,000 paid coaches sessions to 150 plus
coaching clients
In North America, Europe, Asia, South America, New
Zealand and Australia
A handful of celebrities
Three clients have appeared on the TV program “Shark
Tank”
Ninety percent phone coaching – Most of my clients I have
not met face-to-face
7. My Coaching Business, Cont.
Longest continuously, weekly coached clients: over 7 years
Delivered paid seminars and keynote addresses on 3
continents – including India and Ireland
Was paid by the US Senate to speak to the entire Senate
Staff on Capitol Hill in 2011
Have spoken to over 100,000 people as a paid public
speaker (and flown over 1 million miles doing so)
Written one book, “Brain Matters in Business”, and writing a
second one, “7 Practices to Greatly Improve Your Brain”
Thoroughly love what I do and the positive impact it has on
others!
9. The Psychological Roots of the Modern
Coaching Profession
Etymologically, the English term “coach” is derived from a
medium of transport that traces its origins to the Hungarian
word kocsi meaning “carriage” that was named after
the village where it was first made
“The term ‘coaching’ was first recorded around 1830 in
Oxford University and was a slang word for a tutor who
‘carried’ a student through an exam. The word coaching in
this context described the process of transporting people
from where they were, to where they wanted to be. The first
use of the term in relation to sports came later in the 1800s.
Over the passage of time, the art of coaching is being applied
more and more in business and life in general “
From the book, Destination MBA: Showing You How to Get
There, by Mansie Dewan, “The MBA Coach” based in New Delhi,
India. (Mansie is one of my valued coaching clients)
10. A Few Quick Stats…
Coaching as a professional began to emerge in the late 1980s
Since 1990 coaching has grown from:
Three coach-training schools to at least 273
Zero professional associations to at least 16
Zero magazines and journals to at least 11
Source: Grounded Theory of the Roots and Emergence of
Coaching, a dissertation by Vikki G. Brock
11. Milton Hyland Erickson
1901 – 1980
An American psychiatrist and pioneer in hypnotherapy and
family therapy noted for his approach to the unconscious
mind as creative and solution-generating
Having almost died from polio as a teenager, he struggled
with muscle control issues, was color blind, tone deaf and
dyslexic
He developed incredible abilities to observe other people’s
behaviors and gauge their true intentions. Ultimately this
resulted in outstanding therapeutic successes that made him
a legend in his own time
Founding president of the American Society for Clinical
Hypnosis, and fellow of the American Psychiatric Association,
the American Psychological Association, and the American
Psychopathological Association
12. Milton Hyland Erickson, Cont.
His abilities to catalyze healing in others constitute a gold
mine of key insights into the human mind
Neuro-Linguistic programming (NLP), creative methodologies
in the areas of communication and personal development,
and the Solution Focused Counseling approach grew out of
studies of a number of the most successful American
therapists at that time, including Milton Erickson
NLP was also modeled on Fritz Perls, founder of Gestalt
Therapy, and Virginia Satir who focused her work on helping
people “become more fully human“
Although many coaches are unaware of this, NLP and Milton
Erickson have greatly influenced modern coaching methods
14. Thomas J Leonard
1955 - 2003
An American, considered by many to be the founder of the
modern coaching profession
Founded Coach University (Coach U) in 1992
Founded the International Coach Federation in 1994
17. Therapist-Client Relationship
Historically, the therapist-client relationship was based on
the doctor-patient relationship and the hierarchical “medical
model.” The doctor, or other provider, is often viewed as
superior to the patient
This relationship is also complicated by the assumption that
the patient is suffering (patient derives from the Latin patior,
"suffer") and/or sick (has pathology).
In this model, patients have limited ability to relieve their own
suffering, often resulting in the patient feeling totally
dependent on the provider to “fix” them
18. Coach-Client Relationship
The coach-client relationship is not based on the “medical
model” and is more peer-to-peer and less hierarchical in
nature. There is no assumption that the client is suffering
and/or sick. On the contrary, in the “coaching model” it is
assumed that the client is well and has most, or even all, the
resources the client needs to meet her or his goals.
The coach is not attempting to “fix” the client but is helping
the client unlock the potential already within the client
This model is more compatible with a mindfulness approach
A secondary, unintended benefit of this coach-client
relationship helps establish that coaching is NOT a “medical”
intervention nor is a form of “treatment” and, therefore, any
laws or rules about medical treatment do NOT apply to
coaching
19.
20. Some Reasons People Hire a Coach
To define and live the life they really want
To set and reach goals faster
To become more financially successful
To get ahead in their career
To have a more successful business
To improve their relationships
To reduce stress and enjoy their lives
To become a better leader
21. Source: Grounded Theory of the Roots and Emergence of
Coaching, a dissertation by Vikki G. Brock
23. Story of a Stray Horse
By Milton Erickson
I was returning from high school one day and a runaway horse
sped past … I jumped up to the horse's back, took hold of the
reins and said “giddy-up" and headed for the highway. As the
horse trotted along, now and then he would forget he was on a
road and veer off into a field of grass. So I would call his
attention and re-direct him back to the road where he was
supposed to be
Finally the horse turned into a farmyard and the farmer said,
"Where did you find him?" I said, "about four miles from here."
"How did you know he belongs here?" I said, "I didn't know -
the horse knew. All I did was keep his attention on the road“
24. Phases of an Effective Coaching
Process
1. Focus attention on the desired outcome or goal
Discover where the client really wants to go
2. Focus attention on creating the action plan
Map the journey there
3. Focus attention on executing the action plan
Inspire and motivate the client to take the steps to get
there
4. Focus attention on re-evaluating and refining
Go even further (repeating the process)
28. How to Conduct a Coaching Session
Preparation…
On the coaching session form:
Note on the form whether or not the previous session’s
“Weekly Action Plan” (WAP) has been received
Review the notes from the last session and have those notes
visible during the current session
Note any “issues to address” during the session
30. How to Conduct a Coaching Session
In the Beginning…
Ask, “Since our last session, in your opinion, what was your
greatest SUCCESS?”
Ask, “Since our last session, in your opinion, what was your
greatest CHALLENGE?”
And/or, “What will make this session a success for you?”
What the client reveals in his or her answers to the 2 opening
questions, especially the 2nd one, will often be the first issue to
address during the session
Sometimes this will be the primary issue for the entire
session
31. How to Conduct a Coaching Session
The Heart of the Session
Ask questions. For example:
“What needs to happen to overcome that challenge?
“What do you need to do to make that happen?”
“If you had those resources, what would you do different?”
“When will you do that?”
32. Why Questions Can Be More Powerful
Than Answers
Asking questions of clients causes them to think and find the
answer within themselves - this empowers the clients
This also creates answers clients believe in and are more likely
to be motivated to take actions based on their own answers. It
creates client “buy-in”.
In the coach-client relationship, questions from the coach make
it a more peer-to-peer relationship than a expert-client, which is
consistent with the coaching paradigm (and is more consistent
with a mindfulness approach)
It also allows the coach to spend more time to actively (or
mindfully) listen to what the client is really saying
33. How to Conduct a Coaching Session
Closure - Most Important Component
“What will be your primary focus this week?”
And/or “In order to move you even closer to your goal, what
are one or two tasks you intend to complete this week?”
Suggest a “Weekly Action Plan” – usually based on the above
Obtain the client’s commitment to complete the WAP. For
example, “So you are committing yourself to complete
these tasks by March 17?”
“What was the main VALUE you received from today’s
session?”
The above “final” question typically causes the client to move
beyond the session with that value still on his or her mind for
some time. It greatly reinforces the value for the client, and is
extremely helpful feedback for the coach
36. Definition of Social
The word “social" in English derives from the Latin word socii,
which translates as "allies“ (plural)
The term social describes animals, including humans, that
rely on each other for mutual survival and collective co-
existence
Social creatures cannot survive and meet their needs other
than through the cooperative exchange of resources, what
humans call “commerce” or “business”
Commence and business are social activities and involve
many of the oldest areas of the human brain
38. The Importance of Beliefs & Attitudes
Scarcity vs Abundance
Do you believe there is only a
limited amount of wealth and if
you take your slice there will be
less for everyone else?
Do you believe that if
resources are handled
correctly, there is plenty for
everyone and that you being
financially successful also
creates opportunities and
prosperity for others?
39. Do You Have Mojo or Nojo?
MOJO
Take Responsibility
Run the Extra Mile
Want to Do a Great Job
Love Doing It
Appreciate Opportunities
Make the Best of It
Inspirational
Great Attitude
Determined
Zest for Life
NOJO
Victim
March in Place
Just Want to Get By
Have to Do It
Tolerate the Requirements
Endure It
Painful to Be Around
Lethargic
Lazy
Zombie Like – Living Dead
Attitude and an Entrepreneurial Mindset
44. Why Know Your Financial Numbers?
Greater awareness of financial health of the business
May reveal looming financial issues before it is too late
Greater day-to-day money management
Can the business afford to buy that or not?
Knowing what is, and what isn’t, making a profit
Data-based decisions and accurate projections
Easier to value the business
Increases the value
Easier to sell/exit
45. 3 Basic Business Financial Reports
Balance Sheet
A financial snapshot of the business
Profit & Loss Statement (P&L)
The amount of money earned or lost by the business
Cash Flow Statement
The amount of money that flows into and out of the
business
Most likely to be the most accurate reflection of your
business bank account
46. Cash Flow vs Profit & Loss
What is the Difference?
A Couple of Things that can Make a Difference Between a P&L and
a Cash Flow Statement:
Depreciation
Cash Basis vs Accrual Basis
48. Cash-Flow Calculation
(Usually Monthly)
Client Fees
Product Sales
Speaking Fees
Book Royalties
Rent (paid to you)
Bank Loans
Business Mortgage/Rent
Utilities
Payroll
Supplies
Money Actually Received Money Actually Paid
This will also help calculate the critical “break even point”
49.
50. Coaching Specialties
(and Credentials)
More Common Specialties:
Personal coaching
Executive coaching
Business coaching
Leadership coaching
Career coaching
Relationship coaching
No jurisdiction (that I am aware of) has laws regulating the
practice of “coaching” in general, nor in any specialty area
Less Common Specialties:
Life coaching
Health coaching
Dating coaching
Job-hunt coaching
ADHD coaching
Financial coaching
52. Know Your Ideal Client, Cont.
Sex
Age
Marriage Status
Number of Children
Education
Income Level
Type of Employment
Size of Home
Car Type
Sports, Hobbies
Recreation Activities
Pets
Politics
Religious Affiliation
Basic Information Deeper Information
53. Definition of a Brand
Logos and other “marks” of the brand do represent the brand,
but are not the “brand”
Defining your brand starts with what you want your clients to
experience
Logos and marks (sometimes called “branding”) are
secondary to the predicted client experience
55. A Successful Unique Selling Proposition
(USP) Is…
Unique
Attractive to your target market
Something that will get people
talking
Something that can’t be easily
copied, or if it can be, it will be an
obvious rip-off on the part of the
offending business
Specific, concise
Appealing emotionally
56.
57. Time vs Money
Some marketing methods cost you a lot of money, but take up
little of your time
For example, a newspaper ad
Some marketing methods cost you a lot of your time, but cost
you little or no money
For example, writing an “expert” column for a newspaper
If a marketing method costs you both time AND money, you
probably don’t want to do it
59. 7 Reasons Why You…
or
7 Questions You Should Ask…
(or other odd number)
1…
2…
3…
4…
5…
6…
7…
Call to Action
E.g., For your free ____
Call 555-5555 Now!
TIP: If you struggle to come
up with the headline, start by
writing down 7 benefits of
what you sell – if you cannot
come up with 7, go with 5 or
3. Once you have that list,
then decide to frame your
headline as a question or
statement.
The Basic Format For Any Ad…
60.
61. Family Stressing You Out?
I’m glad to help you…
• Improve Your Child’s Behavior
•Reduce Stress and Return Harmony to Your Family
•Save Your Marriage or Relationship
•Have the Family Life You Really Want
•Bring Fun Back Into Your LifeJane Lamb,
LMHC, LMFT
Marriage & Family
Therapist
Has procrastination ever helped you?
For More Information Call 555-5555 Now!
P.S. I’m a fully licensed and friendly professional
Conveniently
Located on Main
and Washington
62. Do you want a successful career in the restaurant world?
At Kitchen Experts, Inc. we offer you:
-A full Culinary Certificate in only 6 weeks!
-Individualized hands-on instruction
-A very affordable program
-Training form top culinary professionals
-Totally free job placement assistance
Classes begin soon, spaces are filling quickly
Call (555) 123-5310 for more information NOW!
An Actual Ad From a Client
64. Who Else Wants [blank]?
This is a classic social proof strategy that implies an
already existing consensus
Little Known Ways to [blank]
Get Rid of [problem] Once and For All
[Specific number] Quick Ways For You to [solve a problem]
Some Headline Examples
65. Now You Can Have [blank]
Have [or Build] a [blank] You Can Be Proud Of
What You Ought to Know About [blank]
Big curiosity draw with this type of headline, and it acts as
a challenge to the reader to go ahead and see if they are
missing something
Discover What the Best [peer group, e.g., social workers]
Already Know
Some Headline Examples, Cont.
66. Examples of Proven Marketing
Methods
Write a newspaper article or column – become an “expert”
Write a book - maybe an eBook
Workshops, lunch & learns, etc
Follow up with leads, and past clients
Surprise your clients with random helpful acts – surpass
expectations
67. Examples of Proven Marketing
Methods, Cont.
Sponsor a local event
Market to people who can afford your fees
Create 2-way referral alliances with complementary
professionals
For example, physical trainers, accountants, lawyers,
therapists
Harness the power of social media
68. In Marketing Content,
Emphasize the Benefits, Not the Process
Ask yourself, “why” (not how) should
people become my clients?
What are the BENEFITS to the consumer?
Related note: Base your pricing on the benefits
to the client, not on your cost
69. Some Benefits of Being
a Professional Coach
Achieve a blend of passion and income while doing
something you love to do
Earn as much, or even more, as you would from a nine-to-five
job but with less stress
Autonomy. You decide how, when, and where you run your
coaching practice – be your own boss
Lighter burden because clients are more empowered and self-
motivated
Way less paperwork and no managed care and other
mandated “medical-related” regulations to follow
If you want, the convenience and flexibility of working via the
phone – also gives you the ability to have a nationwide or
even an international practice
70. Special Offer for Coaches
A Comprehensive Marketing Critique
so your marketing dollars bring you a return on your investment
For Only $297
Here’s What You Will Receive:
A review & analysis of your current, or planned, printed marketing
materials, and electronic material – e.g., your website.
Up to one hour of direct coaching after the materials have been
reviewed.
A review & analysis of your current marketing strategies with guidance
on where and how to find new business income.
To accept this offer, e-mail
Critique@MindfullyChange.com
Or call +1 (321) 214-5824
71. Presenter Contact Information
Jonathan Jordan
President, Global Change Management, Inc.
Please feel free to contact me with any
follow up questions or comments
E-mail: Jonathan@MindfullyChange.com
Follow me on Twitter: @MindfullyChange