If you are considering becoming an executive coach, you will find it reassuring to know that executive coaching is a growing profession, offering great opportunity to those who have these three qualities:
• The ability to coach well
• A niche that you become known for
• The ability to market your coaching services
Coach Well
If you are already coaching people internally where you work, or through your work in consulting, you can probably launch your coaching practice quite quickly. You have a track record of success and the confidence to know you will get results.
If you have not been coaching people at all, you might want to attend some classes online through a group such as International Coach Federation or at a local university. You can also get experience by coaching people “pro bono” or at a reduced rate, with the caveat that they will provide you with testimonials and references. There are also many excellent books about coaching that you should read. Coaching is not a regulated industry, so it is not mandatory that you have any specific experience or credentials in order to coach. However, some coaches feel that having some kind of training or specific credentials boosts their own confidence and adds to their credibility.
Pick your Niche
Although it is tempting to claim that you are capable of doing any kind of coaching, that approach will not bring you a lot of business. Develop your reputation in a niche, and your business is bound to grow. Consider the niches that might be appropriate for you, based on your background and expertise. Perhaps you are experienced in coaching people of other nationalities or cultures, people who have just been hired or promoted, people who are new to an executive role, one gender or the other, a certain age group or demographic, a particular industry or job category. The possibilities for “niching” yourself are many. My niche, for example, is behavior-change coaching. It covers a lot of ground, and it is a niche that is in great demand.
Once you have narrowed down your possibilities, talk with other coaches and with prospective clients to learn which of your niches are most in demand.
Market your Coaching Services
For many coaches, marketing is their biggest challenge. But it really doesn’t have to be. If you have the confidence in yourself that you know you can coach, confidence will emanate from you.
Many coaches also resist the notion of “selling themselves,” as if it’s some kind of nasty behavior. The fact is, you don’t “sell yourself” but you do “sell your coaching services,” and if no one knows who you are, they can’t buy!
So be visible! Attend professional association meetings and networking events. Write articles for trade journals and professional association publications. Join and be active in a few select professional groups. See if your city has a coaching association, such as this group in Pittsburgh. Give talks, create a fabulous website, and get active in social media.
With the growing demand for coaches, combined with your confidence, expertise, and niche, you will build a thriving coaching practice.
