This practical guide is for anyone contemplating coaching as a career: coaches in training, coaches already trained and hoping to build a thriving business. This totally revised second edition offers step by step guidance on what to do:
* What does it take to succeed as a coach? How long does it take?
* Why it matters to get practice clients and where to find them
* Why is it so important to think like a buyer rather than like a seller?
* What can you charge?
* How do you make yourself distinctive in a crowded market?
* What do you need to do to attract clients? Which marketing materials and methods pay off and which are a waste of time?
* How can you exploit social media?
* Overcoming your fear of selling: how to sell with integrity
* Going for growth: what is involved in building an even bigger business?
"Jenny Rogers has the rare ability to offer the lessons of decades of experience in ways which are practical to implement and easy to absorb. This book is comprehensive - offering both high level concept and lots of important details on the kinds of things that differentiate the successful coaching professional from the crowd. Perhaps most importantly she offers proven, thorough answers to critical questions that many people would not even think to ask in setting up or developing their business."
Phil Hayes, Chairman, Management Futures, UK
"Another great book from Jenny Rogers. I remember using the first edition of her book very early on in my career and remain hugely grateful for the informed insights and sensible suggestions. As always with Jenny's books, a new edition does not simply mean a few typos corrected and a couple of new references. In addition to the really helpful sections I remember from the first edition (e.g. on how to manage networking and selling whilst remaining authentic), Jenny has drawn on her experience and the courage to address some of the other really difficult issues that concern new coaches. How much should I charge? How will I find my clients? What training should I do? Even Where should I coach and What should I wear? I train new coaches every year and these are the questions they ask. I will certainly be recommending Jenny's book - and drawing on it myself to help the coaches on my courses have the best possible start to their careers."
Jane Cook, Managing Director, Linden Learning, UK
"In a marketplace crowded with quick fixes and unrealistic promises, this book is a breath of fresh air! Drawing on the author's extensive experience, this book lays out a sober, practical approach, while also offering encouragement and inspiration. In her warm, compelling style, Jenny Rogers explores the essential steps towards building a sustainable coaching business-from improving your own coaching skills, to developing your brand, to marketing your services with integrity."
Leni Wildflower, PhD, PCC, Knowledge Based Coaching in the Workplace, Fielding Graduate University, USA
"This book is a must read for anyone who wants to earn a living through coaching. Jenny combines natural enthusiasm and positivity with a good dose of realism by applying a pragmatic and sometimes humorous lens to the business of coaching.
No matter how experienced you are in running a coaching business, there is something in this book for everyone - from pragmatic hints and tips at start up stage through to some insightful checks and balances to ensure a consistently high service from established businesses.
Jenny demonstrates a real depth of understanding about the questions that will/should be at the forefront of the minds of many new coaches about to set up in business. She has generated in depth answers, pragmatic lists of best practice and sound advice. Her sound advice will help pave the way to your success as a coach."
Susan Binnersley, MD h2h resources limited, UK
"I must admit when I picked up this book I wondered how Jenny could improve on her original book Developing a Coaching Business, however Building a Coaching Business is the essential guide for starting, growing and sustaining a business. Tailored to coaching, it provides a step-by-step guide full of tested methods, insight, ideas and practical information, and written in Jenny's engaging style.
Her facilitative approach to selling is a gift. Having come from the public sector selling was one of my biggest challenges but when I use the facilitative model I feel confident and professional.
This is a book that challenges and inspires, and you will find yourself recommending it to other people, who may not even be coaches."
Margaret Kelly, Executive Coach, Margaret Kelly Consulting, UK & Ireland
"If those of my colleagues who decided to change their careers and set up a coaching business had got at the right time access to this book, it would have been so much easier for them. To take into consideration all the practical issues as well as read about the newest trends and most effective approaches to such areas as selling. To have a wide perspective and yet remember that the devil is the detail. Knowing all this can shorten the route to success, at the same making the expectations more realistic.
It is an obvious must for anybody who wants to build a coaching business. But I would also recommend this inspiring and comprehensive book to anybody who thinks of different options in their professional life."
Dorota Porazka, Vice-Pr
esident of the Board, DORADCA Consultants Ltd, Poland
"I strongly recommend this book. Jenny Roger addresses what one needs to know and be aware of for building and developing a coaching business. It is written in a down- to- earth, straight to the point, yet insightful and comprehensive way. Jenny doesn't avoid the uncomfortable questions, either mitigates what needs to be said and to be ponder. If you are serious about your coaching business and your coaching practice then this book is a must- have (and to pursue!!)."
Ana Oliveira Pinto, Executive Coach, Portugal
"This book is a must for coaches wanting business success.
It gives executive coaches like me business savvy solutions to overcome things like the dread of networking. The best bit is the section on facilitative selling because it gives me a new and more authentic way to sell my services.
The book is written in a warm, wise style with a wealth of practical advice and insights. It feels like Jenny is in the room coaching you - just without the coffee!"
Jacqui Harper, INSEAD lecturer, Communication Coach, Author, Speaker
"This beautifully written book is a must-read for anyone wanting to build a coaching business. It's chock full of wisdom from someone who's been at the top of her profession for the last two decades. I read it when starting my business and remain indebted to it but now it's been substantially updated to reflect changes in the market and developments such as social media. If you feel daunted by the prospects of setting up a company, developing a brand, selling, networking or any of the myriad skills you need to be successful then I suggest you buy this book."
Mark Wakefield, Director, Vogel Wakefield, the counter-consultancy, UK
"A clear, systematic and down-to-earth primer on how to start, build and maintain a professional coaching business. After many years as a coach, I still find myself inspired by many of the ideas in this book. And she commendably grasps the nettle of coaching fees, for which new coaches should be very grateful!"
Clare Brigstocke, Executive Coach, Lateralshift
"Jenny Rogers' earlier Developing a Coaching Business has been a mainstay for Meyler Campbell Graduates for years, but this new version is even better. It has all the crucial basics, plus vital new material on quality, brand differentiation, integrity, and being future-ready. Warm, practical and honest, the book's wealth of tips, useful checklists, and an excellent section on fees, should accelerate your business growth. From the lessons of a simple sandwich, to Enron, to coaching businesses' stages of growth, it's all here - invaluable."
Daniel Burke, Chairman, Meyler Campbell