You’re thinking about getting coaching or you’re looking for a coach? Excellent! I want to help you save money. Before you go any further, please view my Free eBook showing you the ’10 Steps To Take Before Hiring a Coach.’ Not only will it save you lots of money with 10 easy steps avoiding the mistakes people make when starting coaching, it will ensure that you get the most out of your coaching experience. It’s 45 pages of specific, helpful information for those looking to start coaching. It’s absolutely free. You can look at it here, or download it from my site. Packed full of lots of practical information to help you in your coaching journey, it has approaches and insights that will save you hundreds of pounds and ensure that you’re equipped to start your coaching journey without wasting any money. With coaching costs ranging from £70- £500hr, don’t rely on the coach to lead the way you both work together. Take initiative yourself, otherwise precious time and money will be wasted.

1. Save Money Coaching - 10 Steps To Take Before Hiring A Coach
Caleb Storkey

2. Table Of Contents
#1
#2
#3
#4
#5
#6
#7
#8
#9
#10
Know Your Objectives
Make Your Reason For Coaching, Compelling
Do You Really Need A Coach?
Interview The Coach
Provide Background Information
Let Go. Trust the Process. Assess the Results.
Do The Homework
Keep A Journal
Build In Benchmarks
Make Room For Implementation

3. Photo Credit
gotigersjf
Know Your Objectives
#1

4. Know Your Objectives
#1
There’s no point in having coaching if you don’t know what you hope
to achieve through it. It’s important you plan what you want out it,
otherwise you’ll get something else.
“If you fail to plan - you might as well plan to fail.”
TWEET THIS QUOTE

5. #1
OK- so you’re up for the planning. ‘But where do I start?’ you may say. You
may not know what steps to take, but I’m guessing you know what you
want to get away from. Or put it another way, do you know what your pain
points are? If not, start with my ‘Coach’ model to clarify your thoughts.
C
O
A
C
H
Change
What change do I want to see, and why do I want to see it?
Opportunities
What opportunities will this change bring?
Achievable
Is this change achievable?
Cost
What is the financial benefit in making this change and what is
the budget I’d be willing to spend to make that happen.
Happy
What’s this worth to me. Write down how I’d feel in achieving this
change consistently in my life?

6. The Coach Model
C
O
A
C
H
Change
Opportunities
Achievable
Cost
Happy
#1

7. #1
Once you’ve got a handle on why you want to get coaching with the
COACH model, use the SMART approach to outline the aim of your
coaching sessions.
S
M
A
R
T
Specific
What do you specifically want to cover in your coaching?
Measureable
How will you measure what success looks like?
Achievable
Is this goal achievable?
Realistic
Is it realistic that you can achieve this goal?.
Time Sensitive
What are your deadlines for you to reach your goal?

8. The SMART Approach
S
M
A
Specific
Measurable
Achievable
R
T
Realistic
Timing
#1

9. #1
Great. Outlining the motivation for change, specific focus, budget and
how to assess results means your preparation for coaching is 75%
complete.
“
”
Nothing is born into this world without labour.
ROB LIANO
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Here’s the next step.

10. Photo Credit
Flyzipper
#2
Make Your Reason For Coaching, Compelling

11. Make Your Reason For Coaching, Compelling
‘I want to lose 3 stone by next Summer......’
#2
is not the compelling message that will help you past the ‘Can’t be
bothered’ and ‘Give Up’ moments that lie ahead.
“
We all start off well, but it’s hard to stay motivated on things that matter
when easier routes are offered. Now’s the time to pull together a
motivating reminder that’s going to be your companion and friend. Why?
Having a Vision is not enough. It must be combined with
imagination, determination, faith, hope and passion.
VICTORIA JUNE
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Firstly, make sure you’ve used the COACH model and SMART approach
to assess why you want coaching. Once this is done, create your
compelling statement. Here’s an example.

12. “
#2
I must be a lean, mean fighting machine by the beginning
of June. Losing 3 stone will give me energy to go running
with my boys, look good for my wife, and make people
admire my self control and discipline. I’ll be able to get
my top off and be proud of what I see. I’m willing to pay
£1,000 on seeing a long lasting improvement, the end
result will increase my likelihood for earlier promotion
worth £7,000 a year, will save me £1,200 over a year on
the cost of excessive beers and take-aways and give me
a longer life with my family.
This is Priceless. So let’s do it.’
Once you have the compelling statement, write it and stick it on your
wall. Make it easily accessible on your phone. Read it daily, share it with
friends, memorise it and stick to it!

13. Photo Credit
Kathleen Tyler Conklin
Do You Really Need A Coach?
#3

14. Do You Really Need A Coach?
#3
You may not need a coach, so don’t throw a lot of money at a
solution if you can grow through another way. Sometimes, getting
coaching is a quick fix approach where intentional thinking could
throw up other solutions. Here’s a few things to consider:
1. Are there books tackling the areas you are wanting to change?
Have you tried reading one of those? If you find it hard to make
time to read, go for a coaching session by yourself by making your
way to a place for an hours reading. Jot down what you have learnt
from this time. Would a few personal reading sessions with built in
time reflection achieve similar results as coaching?
Intelligent coaching is sometimes no coaching.
MARTY STERN
TWEET THIS QUOTE

15. 2. Lacking motivation. Have you looked at online apps that might
give you the motivation to manage your time better. Here’s some blog
posts I’ve written on productivity?
#3
3. Online public declaration. Sometimes making a public statement of
intent helps in holding yourself accountable to a goal? Or you could use a
service like Stikk to motivate you, by pre-paying an organisation you don’t
like unless you reach your goals.
4. Group Accountability? Are there people or groups you could attend on
or offline that would provide you with the necessary support to make the
changes?
5. Membership groups? Perhaps there’s a group you can subscribe to or
join to receive expert input from experienced others, and forums to learn
and grow with others.
6. Training courses? If there aren’t books, are there leading thinkers or
trainers you could approach. Udemy is a great example of courses where
you can learn and develop the skills required.

16. #3
7. Webinars. Do you sign up for webinars in the areas you’re looking to
grow? There will be someone somewhere who is providing that service.
8. Conferences? Often conferences can end up being cheaper than
coaching if you work intentionally on the learning both before and after
the conference. Where allowed; record the session, take notes
strategically and create implementation plans.
9. Google, LinkedIn, Twitter, Pinterest, Quora, YouTube? Have you
checked to see what other people are learning in this area? Have you
jumped the gun by looking for coaching when you could work on this area
yourself?
10. Are you journalling and learning to process your own thoughts?
11. Are you closing your friends, colleagues or family off? Is there a way
you could let the boundaries down and see deeper human contact
positively impact your life?

17. Photo Credit
Tom Raftery
Interview The Coach
#4

18. Interview The Coach
#4
When a business recruits a contractor for a job, there is normally a
quote followed by an agreement or a rejection.
Sadly, when people work with coaches, many consider it rude to ask
questions you would ask other contractors. But interrogate you must.
Otherwise you may find yourself spending a lot of time and money
receiving services that don’t produce the results you want.
If you’re not careful, you can rush these early stages only to regret it
later. Don’t be afraid to ask a coach anything (I wouldn’t be offended
by any question). But if you’re not sure what to ask, here’s 12 questions
to get you started, and space for some answers when you get into your
interrogation mode.
The art and science of asking questions
is the source of all knowledge.
THOMAS BERGER
TWEET THIS QUOTE

19. Questions For A Coach
1. How long have you been coaching?
2. What is the approach and methodology that you use?
3. What past successes have you seen in my area of need, and what was
the process and steps that you took that client through?
4. Can I see examples of your coaching documentation?
5. What recent non-fiction books have influenced your thinking?
6. What are you currently learning through your own personal
development?
#4

20. Questions For A Coach
7. Do you have professional indemnity insurance?
8. What coaching qualifications do you have?
9. What are your coaching strengths and weaknesses?
10. What guarantees for results do you offer? (It’s highly unlikely a coach would give guarantees,
as outcomes are dependent on the clients commitment to change. However you can learn lots about a coach in their response to this question).
11. What are the areas in your coaching toolkit you’d like to improve?
12. What are the greatest reasons your clients don’t see
improvements?
#4

21. Photo Credit
snre
Provide Background Information
#5

22. Provide Background Information
#5
Provide a two page document outlining the key pieces of information
you think the coach will need to help them perform their job better. For
instance if you have previously done psychometric tests, include these
results (eg Myers Briggs, Belbin, Strengthfinders, The Enneagram etc).
If the coach is proficient in those areas, it will give them greater insight
into your personality and provide additional tools to communicate with
you. If not, it may prompt them to look that information up. (Ask them
in subsequent sessions if they have looked up this information, as you
may deduce from their answer how intentional and hungry they are as a
coach).
The job of an educator is to teach
students to see vitality in themselves.
JOSEPH CAMPBELL
TWEET THIS QUOTE

23. #5
You may also include your background, your current levels of
expertise, the ongoing challenges that you face, your previous attempts
to change, your current circumstances, what you are expecting to get
from coaching, how you will assess the success of the coaching and
where you hope to be after the coaching is completed.
Coaches normally gather this information in a first session, however,
this can help speed up the process (which saves money) or provide the
coach with missing pieces of information that they may not have
considered.

24. Photo Credit
Wonderlane
#6
Let Go. Trust the Process. Assess the Results.

25. Let Go. Trust the Process. Assess the Results.
#6
I like my abbreviations. LTA in this case, isn’t the Lawn Tennis
Association, though that may help you remember it. I’d like to invite
you to:
Let Go
L
T
A
Trust The Process
Assess the Results
You must learn to let go. Release the
stress. You were never in control anyway.
STEVE MARABOLI
TWEET THIS QUOTE

26. #6
You are looking to receive coaching because your attempts to change
or grow have not yet worked. Therefore it is pointless for you to
maintain a tight grip, controlling what happens in your coaching
sessions.
The coach is an expert and will have worked with many others to see
transformation. You may be an expert at work or at home, but for
today let go and let humility in. It’s so much easier when you don’t
fight the coach because you know best. If you did, you wouldn’t be
needing support.
As well as letting go, trust the process that the coach suggests. They’ve
spent time working with others on their methodology and will have
proven results. A good coach will be able to explain and communicate
this methodology to you in your initial meeting. If you don’t like the
approach then leave at this stage, but once you have entered into the
process, don’t be resistant to the necessary work.

27. #6
Once you’ve Let Go. Trusted the Process. Assess the Results.
Benchmark it along the way (see point 9). Being a client, does not
mean you shouldn’t give input and feedback.
In summary:
You are not looking to be independent of the coach, dictating what
should happen.
You are not looking to be dependent on the coach, taking no
responsibility for the money and coaching time.
You are looking to be interdependent working in partnership with the
coach. There’s two of you in this coaching relationship, and both of
you need to be working on it to make it fruitful. Get ready for the
cheesy groan; you could say you need to be:
Intwodependent. (Sorry I couldn’t resist!).

28. Photo Credit
Nishanth Jois
Do The Homework
#7

29. Do The Homework
#7
Too many people spend lots of money on coaching, but don’t do the
necessary ‘homework’ outside of the sessions. This work could range
from journalling, practical exercises, further reading, study, thinking
or implementation steps. When you can make progress in your own
time, then make it.
Consider times with the coach, in a similar way that a university
student would consider a tutoring relationship. You get expertise and
help to focus your learning and thinking outside of the sessions. But if
you don’t do the homework, coaching will be expensive as your only
ever doing the work when you’re paying for two people’s time. Most
importantly, you wont get the results you want without doing the work
that counts. If you don’t know what work to do, request input from
your coach.

30. #7
Let’s look at it a different way.
As a decorator might estimate the time it would take to decorate a
room, so you may expect a coach to help you grow the necessary skills
or changes within a timeframe. A decorator may discover loose plaster
on walls and therefore the job requires additional work that was
previously unseen.
This is also a challenge that coaches find when working with clients, as
people are more complicated than walls, and there’s a lot below the
surface. But the principle applies. If you’re stuck on one room, or on
one area of growth, there’s a chance that either you or the coach aren’t
working hard enough to bring about the change.

31. Photo Credit
a little tune
Keep A Journal
#8

32. Keep A Journal
#8
Journalling is easy to pick up as it’s simply writing down and
capturing your thoughts. To master it takes a little more intentionality
but you don’t need to master it, you just need to get started. Whether
you use Evernote, a moleskine or a cheap notebook, journal the
lessons you’ve learnt from your coaching session preferably just after
the session.
You could allocate an additinal third of the time you’d spend on
coaching as a time to capture your thinking once you’ve finished. Sit
on a bench, in your car or on the transport you came in and capture
the key points to reflect on. If that’s not possible, consider recording
the lessons learnt on your phone, by speaking into an app. However
you do it, capture it whilst it’s fresh.
The nicest part is being able to write down all my
thoughts and feelings; otherwise, I might suffocate.
ANNE FRANK
TWEET THIS QUOTE

33. #8
The time immediately after the session is often the most valuable, as it
distills and captures the important nuggets, helping you decide on the
implementations you must carry out. Journalling helps you capture
your learning, and gives you thoughts to review during the week; but it
also gives you valuable information when you are assessing your
progress.

34. Photo Credit
Mike Cogh
Build In Benchmarks
#9

35. Build In Benchmarks
#9
It’s important that you request benchmarks so you can assess the
coaching. Benchmark the work both independently and together with
your coach. This helps keep both of you focused on the most important
goals and objectives. It also gives natural reflection periods to make
improvements, look at what’s next or bring coaching to an end.
You shouldn’t forget that coaches provide a service and invoice you for
it. Some coaches are not in a rush to lose their clients, although good
ones are more focused on you putting into practice what you have
learnt. Unless you are getting value for your money, you shouldn’t
carry on with your coaching.
My parent’s generation’s benchmark was simple: Fat Equals Bad.
ARABELLA WEIR
TWEET THIS QUOTE

36. Benchmarking Questions - Looking Back
1. What were the challenges I came to coaching with?
2. What changes have I seen, and what improvements are being
established?
3. What new habits, skills, outlooks have I developed?
4. How has this improved the quality of my life?
#9

37. #9
Benchmarking Questions - Assessing Return on Investment
5. How much money have I spent to date?
6. Do I consider the changes good value for money?
7. If relevant, how has this affected my earning ability?
8. Are there areas where I think the coaching sessions could be
improved?

38. Benchmarking Questions - Looking Forward
9. Is there more work I could be doing outside of the sessions?
10. Do I want to continue with coaching?
11. What do I want to focus on in my coaching?
12. What would the most successful coaching sessions look like?
#9

39. Photo Credit
Len Matthews
Make Room For Implementation
#10

40. Make Room For Implementation
#10
Results don’t come unless habits are established and best practices are
learnt. For habits to be established you need time, intentionality,
practical preparation and implementation. There is no point receiving
health coaching if you’re not prepared to spend the time emptying out
excessive junk food from cupboards, and plan a food menu. But to do
this requires time.
Therefore, if you’re not willing to put the time in to implement the
changes, than perhaps you should save your money and not start the
coaching. However, it would be far better to count the cost of the
coaching and make the necessary room to make that happen.
Be realistic with your other activities and give yourself the space and
time to succeed when you start off on a course of coaching.
You can't plow a field simply by turning it over in your mind.
GORDON B. HINCKLEY
TWEET THIS QUOTE

41. Last Comments
I hope this short guide has been of help to you. All too often people
spend a lot of money on coaching, and more often then not they can
both save money and get more from the coaching time by thinking
more intently about it.
I work with all of the above principles as part of my coaching process
and ensure clients get great value when they’re working with me. A
good coach would not respond defensively and negatively to any these
questions, and whether you work with me, or another I’d encourage
you to start out your coaching relationship by preparing well. Not only
will it make the coaching more effective, but it will save you lots of
money.

42. Looking For A Coach?
I work as a coach and work with clients face to face in London, UK or
over Skype. I’m a strategic coach, with years of experience taking
people who are good and helping them become great. I would be
delighted to work with you, and will be jointly committed that you
spend the minimum you need to to get the maximum results. Even if
we only do one session, where I send you away with some templates
and life changing book recommendations, my priority is to give you
the best input, most cost effectively. I run a series of programs that
range from a one off session to a module of 18.
These are my 11 Coaching areas I focus on:
1. Business Coach
2. Executive Coach
3. Leadership Coach
4. High Performance Coach
5. Turnaround Coach
6. Start Up Coach
7. Relationship Coach
8. Life Coach
9. Marketing Coach
10. Sales Coach
11. Productivity Coach

43. Please visit Caleb Storkey Coaching for more information. And for a
limited period of time, you can use this code for an initial free 30
minutes coaching.
If you’re not quite sure if you want to proceed, or simply want to say
hello, drop me an email at caleb@calebstorkey.com.
Thanks for reading, and I wish you every success for your future.

44. Photo Credit
Immurrey
It takes two to speak the truth - one to speak and another to hear.
HENRY DAVID THOREAU
TWEET THIS QUOTE

45. For a free copy of this
eBook please visit:
calebstorkey.com/save-money-coaching

46. Blog: calebstorkey.com
Twitter: @calebstorkey
LinkedIn: @calebstorkey
Facebook: @calebstorkey
caleb@calebstorkey.com
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