The Practice & Business of Coaching

Title Test

Jonathan JordanCertified Executive & Business CoachThe Practice & Business of CoachingAn Overview

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc1Special Offer for CoachesA Comprehensive Marketing Critiqueso your marketing dollars bring you a return on your investmentFor Only $297Heres 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, [email protected] Or call +1 (321) 214-5824COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc2Some of What We Will Cover Today! THE ROOTS OF THE MODERN COACHING PROFESSION

THE PRACTICE of COACHINGThe Coaching Paradigm vs the Therapy ParadigmThe 4 Phases of an Effective Coaching ProcessThe Power of QuestionsA Step-By-Step Guide to Conduct an Actual Coaching Session

THE BUSINESS OF COACHINGThe Importance of an Entrepreneurial MindsetBasic Business & Financial FundamentalsDefining Your Brand & Finding Your NicheProven Marketing MethodsCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc

Former Executive with Fortune 500 CompaniesLicensed Clinical Social WorkerSeries 6 and other Financial Services LicensesNationwide and International SpeakerPublished AuthorMember of the Society for NeuroscienceCertified Executive & Business CoachOwner of an International Coaching BusinessJonathan Jordan

Just a Little Bit About Presenter COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc4Presenter Contact InformationJonathan JordanPresident, Global Change Management, Inc.

Please feel free to contact me with any follow up questions or comments

E-mail: [email protected]

Follow me on Twitter: @MindfullyChange

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc5My Coaching BusinessBegan my own practice in 2005 (did have some previous experience in executive coaching)Currently my coaching firm has 11 affiliate coachesDelivered over 8,000 paid coaches sessions to 150 plus coaching clientsIn North America, Europe, Asia, South America, New Zealand and AustraliaA handful of celebritiesThree clients have appeared on the TV program Shark TankNinety percent phone coaching Most of my clients I have not met face-to-face

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncMy Coaching Business, Cont.

Longest continuously, weekly coached clients: over 7 yearsDelivered paid seminars and keynote addresses on 3 continents including India and IrelandWas paid by the US Senate to speak to the entire Senate Staff on Capitol Hill in 2011Have 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 BrainThoroughly love what I do and the positive impact it has on others!

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc

Available on Amazon.comCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncThe 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 wordkocsimeaning carriage that was named after thevillagewhere 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)COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc A Few Quick StatsCoaching as a professional began to emerge in the late 1980sSince 1990 coaching has grown from: Three coach-training schools to at least 273Zero 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

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncMilton Hyland Erickson 1901 1980AnAmericanpsychiatristand pioneer in hypnotherapy and family therapy noted for his approach to theunconscious mindas creative and solution-generatingHaving almost died from polio as a teenager, he struggled with muscle control issues, was color blind, tone deaf and dyslexicHe developed incredible abilities to observe other peoples behaviors and gauge their true intentions. Ultimately this resulted in outstanding therapeutic successes that made him a legend in his own timeFounding president of theAmerican Society for Clinical Hypnosis, and fellow of theAmerican Psychiatric Association, theAmerican Psychological Association, and theAmerican Psychopathological AssociationCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncMilton Hyland Erickson, Cont.His abilities to catalyze healing in others constitute a gold mine of key insights into the human mindNeuro-Linguistic programming (NLP), creative methodologies in the areas ofcommunication 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 humanAlthough many coaches are unaware of this, NLP and Milton Erickson have greatly influenced modern coaching methods COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncA Few Quotes From Milton EricksonIt is really amazing what people can do. Only they dont know what they can do

Life will bring pain all by itself. Your responsibility is to create joy!

A goal without a date is just a dream

Most people walk through the world in a trance of disempowerment. Our work is to transform that into a trance of empowerment

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncThomas J Leonard1955 - 2003An American, considered by many to be the founder of the modern coaching professionFounded Coach University (Coach U) in 1992Founded theInternational Coach Federationin 1994Coaching doesnt make sick people wellit helps healthy people become extra-ordinary~ Thomas J LeonardCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncThe Coaching Paradigm vs The Therapy ParadigmTherapy is About Surviving. Coaching is About ThrivingCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncNormal/Average/WellPathology/SufferingAchieve Fuller PotentialTherapy/TreatmentCoachingCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncTherapist-Client RelationshipHistorically, 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

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncCoach-Client RelationshipThe 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 clientThis model is more compatible with a mindfulness approachA 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 COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncThe Coaching ProcessDe-MystifiedCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncSome Reasons People Hire a CoachTo define and live the life they really wantTo set and reach goals fasterTo become more financially successfulTo get ahead in their careerTo have a more successful businessTo improve their relationshipsTo reduce stress and enjoy their livesTo become a better leader

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncMilton Erickson was the father of hypnotherapy and his work was about asking, rather than telling, which provided a huge opportunity for coaching to developSource: Grounded Theory of the Roots and Emergence of Coaching, a dissertation by Vikki G. BrockCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncAsk, Dont TellASKTELLWHYHOWFUTUREPASTCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncStory of a Stray HorseBy Milton EricksonI was returning from high school one day and a runawayhorse sped past I jumped up to the horse's back, took hold of the reins and said giddy-up" andheaded 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 beFinally 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

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncPhases of an Effective Coaching ProcessFocus attention on the desired outcome or goalDiscover where the client really wants to go

Focus attention on creating the action planMap the journey there

Focus attention on executing the action planInspire and motivate the client to take the steps to get there

Focus attention on re-evaluating and refining Go even further (repeating the process)

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncAttentiveFOCUS1.Define Outcome2.CreatePlan 4. Refine, Repeat3.ExecutePlan Phases of an Effective Coaching ProcessCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncHOW to conduct a coaching session, step-by-stepCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc

Coaching Session FormCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncHow to Conduct a Coaching SessionPreparationOn the coaching session form:

Note on the form whether or not the previous sessions 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

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc

Top of FormCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncHow to Conduct a Coaching SessionIn the BeginningAsk, 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 sessionSometimes this will be the primary issue for the entire session

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncHow to Conduct a Coaching SessionThe Heart of the SessionAsk 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?

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncWhy Questions Can Be More Powerful Than AnswersAsking 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 sayingCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncHow to Conduct a Coaching SessionClosure - Most Important ComponentWhat 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 aboveObtain the clients 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 todays 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 coachCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc

End of FormCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncHow to Succeed in the Business of Coaching

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncDefinition of SocialThe word social" in English derives from the Latin wordsocii, which translates as "allies (plural)

The termsocialdescribes animals, including humans, that rely on each other for mutual survival and collective co-existence

Social creaturescannot 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 brainCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc36

Dreams Can Come TrueBut first you have to have oneCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc37

The Importance of Beliefs & AttitudesScarcity vs AbundanceDo 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?

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncDo You Have Mojo or Nojo?MOJOTake ResponsibilityRun the Extra MileWant to Do a Great JobLove Doing ItAppreciate OpportunitiesMake the Best of ItInspirationalGreat AttitudeDeterminedZest for LifeNOJOVictimMarch in PlaceJust Want to Get ByHave to Do ItTolerate the RequirementsEndure ItPainful to Be AroundLethargicLazyZombie Like Living Dead

Attitude and an Entrepreneurial MindsetCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc

EssentialBusiness & FinancialBasics

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncMarketingSalesService Delivery/ProductionAccounting & AdminHROr TeamWork Flow DirectionTechnicians tend to focus on their technical skills, not on what the business really needsCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc41The primary role of any business (even a nonprofit) is to SELL the goods or services of that business

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc42

ProfitProfit & Break Even PointBreak Even COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc43Why Know Your Financial Numbers?Greater awareness of financial health of the businessMay reveal looming financial issues before it is too lateGreater day-to-day money managementCan the business afford to buy that or not?Knowing what is, and what isnt, making a profitData-based decisions and accurate projectionsEasier to value the businessIncreases the valueEasier to sell/exitCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc443 Basic Business Financial ReportsBalance SheetA financial snapshot of the business

Profit & Loss Statement (P&L)The amount of money earned or lost by the business

Cash Flow StatementThe amount of money that flows into and out of the businessMost likely to be the most accurate reflection of your business bank accountCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc45Cash Flow vs Profit & LossWhat is the Difference?A Couple of Things that can Make a Difference Between a P&L and a Cash Flow Statement:

DepreciationCash Basis vs Accrual Basis COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc46Predictable Cash Flow is Critical

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncCash-Flow Calculation(Usually Monthly)Client FeesProduct SalesSpeaking FeesBook RoyaltiesRent (paid to you)

Bank LoansBusiness Mortgage/RentUtilitiesPayrollSupplies

Money Actually ReceivedMoney Actually PaidThis will also help calculate the critical break even point COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc48Defining Your Brand&Finding Your Niche

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncCoaching Specialties(and Credentials)More Common Specialties:Personal coachingExecutive coachingBusiness coachingLeadership coachingCareer coachingRelationship coaching

No jurisdiction (that I am aware of) has laws regulating the practice of coaching in general, nor in any specialty areaLess Common Specialties:Life coachingHealth coachingDating coachingJob-hunt coachingADHD coachingFinancial coaching

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc

Who is your ideal client?Know Your Ideal ClientCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc51Know Your Ideal Client, Cont.SexAgeMarriage StatusNumber of ChildrenEducationIncome LevelType of Employment

Size of HomeCar TypeSports, HobbiesRecreation ActivitiesPetsPoliticsReligious Affiliation

Basic Information

Deeper InformationCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc52Definition of a BrandLogos and other marks of the brand do represent the brand, but are not the brandDefining your brand starts with what you want your clients to experienceLogos and marks (sometimes called branding) are secondary to the predicted client experience

A Predictable Consistent ExperienceCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc53Creating a Niche is About Creating a

Difference COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc54A Successful Unique Selling Proposition(USP) IsUnique Attractive to your target marketSomething that will get people talkingSomething that cant be easily copied, or if it can be, it will be an obvious rip-off on the part of the offending businessSpecific, conciseAppealing emotionally

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc55Proven Marketing MethodsCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncTime vs MoneySome marketing methods cost you a lot of money, but take up little of your timeFor example, a newspaper ad

Some marketing methods cost you a lot of your time, but cost you little or no moneyFor example, writing an expert column for a newspaper

If a marketing method costs you both time AND money, you probably dont want to do it

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc57AIDA = Formula For All AdvertisingCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc58

7 Reasons Why Youor 7 Questions You Should Ask(or other odd number)1234567

Call to ActionE.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 AdCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc59

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncFamily Stressing You Out?Im glad to help you Improve Your Childs BehaviorReduce Stress and Return Harmony to Your FamilySave Your Marriage or RelationshipHave the Family Life You Really WantBring Fun Back Into Your Life

Jane Lamb, LMHC, LMFTMarriage & Family TherapistHas procrastination ever helped you?For More Information Call 555-5555 Now!P.S. Im a fully licensed and friendly professionalConveniently Located on Main and Washington COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc61Do 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 ClientCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc62A Clients TV Commercial Seen on CNN

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc63Who Else Wants [blank]?This is a classicsocial proofstrategy 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 ExamplesCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncNow 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.COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncExamples of Proven Marketing MethodsWrite 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 expectationsCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc66Examples of Proven Marketing Methods, Cont.Sponsor a local event

Market to people who can afford your fees

Create 2-way referral alliances with complementary professionalsFor example, physical trainers, accountants, lawyers, therapists

Harness the power of social mediaCOACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc67

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

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc68Some Benefits of Being a Professional CoachAchieve a blend of passion and income while doing something you love to doEarn as much, or even more, as you would from a nine-to-five job but with less stressAutonomy. You decide how, when, and where you run your coaching practice be your own bossLighter burden because clients are more empowered and self-motivatedWay less paperwork and no managed care and other mandated medical-related regulations to followIf 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

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, IncSpecial Offer for CoachesA Comprehensive Marketing Critiqueso your marketing dollars bring you a return on your investmentFor Only $297Heres 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, [email protected] Or call +1 (321) 214-5824COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc70Presenter Contact InformationJonathan JordanPresident, Global Change Management, Inc.

Please feel free to contact me with any follow up questions or comments

E-mail: [email protected]

Follow me on Twitter: @MindfullyChange

COACHINGwww.MindfullyChange.com 2005-2014 Global Change Management, Inc71