In a word – no!
Like many other professions, coaching is quite a hard way to earn a living, especially one that pays the mortgage or keeps a family. Coaches, by and large, aren’t highly skilled at business development. And they can benefit from lots of support to help them establish a thriving coaching practice.
The industry, at least in the UK, does very little to support coaches in this endeavour. And I think it’s time for that to change.
Is it the coaching industry’s duty to help coaches earn their living?
Technically, not really. Coaches are adults, coming into this profession through choice, and need to be prepared to develop and grow their business. Ultimately, it is the responsibility of the coach to do this.
But the coaching industry could consider two important points:
– It is hard to earn a living from coaching, and coaches would appreciate some support
– Best practice for growing a business isn’t obvious, and coaches would definitely appreciate organised, professional guidance from the centre
The question that I would ask to the ICF, AC, EMCC is – what will happen if not enough coaches/the majority of coaches don’t establish a successful business? Many will have to give up coaching and go back to a day job, or try to find work as an internal coach (easier said than done).
As a growing industry, we want to hold onto as many coaches as possible. So it’s in the coaching body’s best interests to support coaches with their business development.
What are the main coaching bodies doing to support business development?
To be fair, there is some activity being carried out by some of the coaching bodies to help with business growth. Lots of the local groups will organise business development activities. As an example, my local group (South East Coaching Group) has had a number of guest speakers on this topic, and we run a business development group. And the ICF/AC/EMCC do run webinars and courses to help in these areas.
So why am I grinching? It’s because I think that the industry is doing not enough and making it too expensive.
Not enough. Go online to any of the major bodies websites and count the number of courses being advertised for business development. There are very few, in comparison with the amount of courses about coaching skills and approaches. Coaches are very good at doing new learning about coaching skills and approaches, and will always find courses to attend. But if they can’t grow their business, it’s a moot point as to how good a coach they become. There should be more courses and resources offered to coaches about business development
Too expensive. I’ll let the numbers speak for themselves. The business development course on the ICF’s learning portal for coaches is over twice the cost as their next programme. Coaches are expected to pay more for learning how to grow their business than to learn how to coach. Why?
To find out more about building a successful coaching business, check out “Build a successful coaching business – first steps“.
Duty of care of coach training providers
About a year after I set up our ILM coach training centre, I heard a very experienced coach give a talk that has really stuck with me. She said that no training organisation ever told prospective coaches that it’s really hard to earn a living from coaching. She wasn’t directing her comments just at me, but it was like a punch in the face! (in a good way!).
She was right. And from that day onward, as the cliché goes, I vowed to tell every person this truth, before they booked. I’m so glad that we do this. Some people say “of course, I know this” as they are wise and didn’t believe the get rich quick hype there is out there about coaching. Other people say “you are the first person who has said this – thank you”.
It’s an important message, and we don’t want people to sign up to be coaches only to find out later on that it’s really hard to earn a living from coaching. I did that, and wish someone had told me/wish that I hadn’t been so naïve!
So I call on all coach training providers, big and small, to be transparent about the challenges of growing a coaching business. It’s fair and the right thing to do, even if it means that some people won’t sign up for training.
What can be done?
If the industry doesn’t do something about this issue, then we are leaving coaches to the mercy of the marketing people. Not the good ones, but the ones who hover on Linkedin like sharks, waiting to pounce (sorry for the mixed metaphor). Coaches don’t need these people who promise untold riches, but if there is nothing else, then they’ll go to them.
– All the coaching bodies can put on more low cost events about business growth
– Any coaches with specialism in growing a business can share their resources either for free, or at a low cost. We offer The Sustainable Coach, a one-stop shop for growing your business, for free.
– Experienced coaches can support and mentor new coaches – many do this already
– And coach training organisations can start to be more transparent about the challenge of growing a business
Final words
If you agree with what has been written here, then do let me know. And if you have come across areas of good practice and business development support for coaches, also let me know. I’d love to be proved wrong on this!
We are here to support all coaches – new and experienced, successful or struggling. Get in touch to see if we can help you develop your business, for free.
Happy coaching.
Charlie
