1. ICF Dubai Chapter Event
COACHING AS A BUSINESS, NOT
JUST A HOBBY
Dubai – 9 Feb 2014
To inspire you to take
your coaching business
to another level
Tricia Evans, Business Coach & Writer

2. …is facilitating a shift from A B
A shift in thinking, feeling & motivation – leading to clarity on
the way forwards, & specific & sustained behaviour change
Coaching provides a ‘safe space’ to explore & work this out
Coaching is different from Therapy or Counselling

3. A. Identify where you are right now
B. Decide what you’re aiming at (& WHY)?
C. DO the stuff that makes it happen
REPEAT!

4. A B

5. IDENTIFY
WHERE YOU
ARE RIGHT
NOW
Your Point A

6. Your background
Your beliefs
Your personality
Your work experience
Your skill set
Solo operator or team player
What interests you
What makes you ‘tick’
Your life stage
Your life experience
What got to offer
Get your thinking clear
- Your personal ‘BRAND’
- Your TAGLINE

7. Be still – make time to think
Capture your thoughts
Build up a picture of yourself, & keep in one file/notebook
Be radically honest – don’t kid yourself!
Use questionnaires, speedwriting, meditating, journals,
visualising, dreaming, art, courses, counselling etc

8. YOUR PERSONAL BRAND
…what you stand for & how you behave
YOUR ESSENCE
The mood you evoke!
YOUR Benefits
How you perform
YOUR Attributes
How you come across
Your Brand is defined by people’s experience with you over time

9. 2/3 of the people you meet in your life will think you &
your style is fine...1/3 of the people you meet won’t!
The world is ALL
about relationships!
UNDERSTAND THE IMPACT OF
PERSONALITIES ON PROGRESS
Our backgrounds have a HUGE impact on us &
our view of what is ’right’ &/or ‘normal’
Personalities have a HUGE
impact on relationships

10. DECIDE WHAT
YOU’RE
AIMING AT
Your Point B

11. Financial
How much do you need to earn?
Have a clear income goal each month
Be clear WHY you want to bring this money
in (a BIG reason)
Clients
Where are you most credible?
What’s your target market?
What problems can you help solve?
Where can you make most difference?
What have you got to offer?
Personal
Where does coaching fit into your life?
What do you want to be known for?
What legacy do you want to leave?
Get your thinking clear
- Plan your elevator pitch
- Know what you need/
want to earn, & why!

12. ELEVATOR PITCH EXAMPLES
“I work with companies to help them grow their business, 'fast track' their
leaders & 'be successful on purpose'.”
“I work with Speakers, Coaches & Consultants who love what they do but
hate the marketing part”
“I teach Coaches, Consultants & Entrepreneurs to make great money & live
life on their terms!”
“I mentor women Entrepreneurs to break through to 6-figures (& beyond) so
they can live the life they want”
“I’m a Business Mentor & Coach to Entrepreneurs, Trainers & Consultants”
“I’m a leading Business Speaker on marketing, sales & driving business
through personal branding”

13. Employed
You have a job
THE CASH FLOW QUADRANT
Business Owner
You own a system
& people work
for you
Self Employed
You own a job
Investor
Money works
for you
E B
S I

14. Tricia Evans
Business Coach & Writer
DOTHE STUFF
THAT MAKES
IT HAPPEN!
Bridge the gap
Between A & B
Keep focused on what you want, & the actions you
need to take – without getting sidetracked!

15. Where to start – establish an online presence
• Establish a social media presence – LinkedIn, facebook, twitter,
pinterest etc
• Use LinkedIn strategically (photo, job title, tagline, elevator pitch,
summary - post regularly, ask for & give recs)
• Use facebook strategically
• Get your name in print - write regularly for a relevant magazine or blog
• Get published (write a book or an ebook)
• Start a relevant blog
• Have a good email signature
• Set up an email capture system/landing page on your Blog or website
• FOLLOW UP ALL leads
MAKE A

16. Keep up to date
• Surround yourself with inspiration (people, ideas, books, experiences, music, colour)
• Spend time with people ‘better’ than you
• READ - & learn constantly about stuff that matters
• Watch others – learn from them
• Capture good ideas – take notes
• Evolve your coaching - raise the level each time you coach
Analyse your business - recognize patterns
• Analyse your clients – work out why they use you
• Identify your ‘ideal’ target clients
• Analyse trends & competitors
• Strategy map your business
Be organised & professional with all client matters
• Keep great client records – especially of follow up ideas
• FOLLOW UP: FOLLOW UP: FOLLOW UP – after sessions, every few months,
to send them something (every 90 days max)
MAKE A

17. Keep your monthly financial target visible
• Decide what you’re actually going to sell this month to achieve your
target
• Decide who you’re going to sell it to
• Decide how you’re going to offer it to them
• Implement this – this week!
• Actively manage your cash flow every week
How to get clients
• Go back to your roots
• Let people know what you do & what business you’re looking for
• Network constantly - where potential clients go
• Be prepared always – you never know who you’ll meet
• Use your elevator pitch & be clear what you’re offering
• Carry business cards always
• Actively build a pipeline of potential new clients
• FOLLOW UP with any relevant people you meet
MAKE A

18. Don’t put all your eggs in one basket
• Build up alternative income streams
• Examples include…property rental, offer B&B, sublet your place
when travelling, article writing, public speaking, sell unwanted
stuff, teach something you know well, sell photos to photo
libraries, sell products from home or at fairs, hold workshops or
classes at your home – social networking: cookery: art: healing:
music: counselling: parenting: IT skills etc
• Offer products: books: reports: webinars to your email list (ideas
to solve their problems)
• Package your coaching offering in different ways
• Team up with complementary offerings like Actors, Chefs
MAKE A

19. MANAGEMENT & LEADERSHIP

20. Urgent
&
Important
HOW TO PRIORITISE
Not Urgent
but
Important
Urgent
but
Not Important
Not Urgent
&
Not Important

21. Tricia Evans
Business Coach & Writer
SURROUND YOURSELF
WITH INSPIRATION...
& TAKE TIME
TO THINK!

22. FINAL THOUGHTS
- Identify critical ‘game changing’ things for you
- Get your A & B clear
- Make conscious choices about how to spend your time
- Block off time for the strategic aspects of your business
- Delegate so you do the work ONLY you can do
- Work ON the business, not just In the business
- Be relentless in your approach
- Surround yourself with inspiration
- Manage your cash flow
- FOLLOW UP: FOLLOW UP: FOLLOW UP

23. Tricia Evans
Business Coach & Writer
FOOD FOR THOUGHT I HOPE?
Remember...
‘Success is not an
accident,
it’s a decision!’
Tricia Evans, Business Coach & Writer
For more information, contact me on tricia@eim.ae
or connect with me on LinkedIn