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How to use your coaching skills to sell your coaching

Posted by Julia Stewart

Seven Secrets of Coach Certification

There are many reasons why master coaches are more successful than other coaches.

It helps that they keep their clients longer and their clients rave about them to others, but there's a more subtle reason. When they show up as master coaches, they are much more attractive. The seven reasons that some coaches pass master coach certifications are all in the Seven Secrets of Mastery Certification ebook AND all seven come-froms are beautifully attractive in a sales conversation or complimentary coaching session. See below.

The Seven Secrets of SellingTM

1. Be 100% for the client.
Focus on serving them first, making a sale, second. It’s not about you.

2. Make no assumptions.

Be curious. Ask more than you tell. Understand them and their situation before you offer what you have.

3. Always validating.

Give them an experience of themselves and who they may be becoming. You’ll open a whole new world for them.

4. Inspire greatness.

Express your own greatness. Inspire theirs. That’s very attractive.

5. Be an evolutionary environment.

Help them grow. People love to be better.

6. Share wisely.

Tell them enough to pique their curiosity and be quiet long enough for them to choose.

7. Be an open channel.

Be open to what they really want. Notice more.

Copyright, Julia Stewart, 2006 - 2011
Inspired by the Seven Secrets of Mastery Certification and the selling brilliance of Mattison Grey

Seven Secrets of Coach Certification


Get the Seven Secrets of Certification eBook here.

Topics: Coaching, How to Become a Certified Coach, Mattison Grey, Mastery Coach, sales training for new coaches, get certified, getting clients, seven Secrets of Certification

The 8 Secrets Emerging Coaches Need to Know

Posted by Mattison Grey

Coach Mattison GreyMattison Grey is professional business and leadership coach and the founder of  Greystone Guides,  a high performance coaching and consulting firm.  Her clients and fans enjoy her contrarian views and her courage to be provocative in a way that challenges the status quo.  Mattison is fascinated by the gap between high performers and low performers and what it takes to go from mediocre to masterful in a chosen endeavor.  

Coaching is a popular choice of profession for people right now. 

Seems like everyone is a coach or is becoming a coach, doesn’t it?  That is no secret.  The trouble is there are secrets about coaching and having a coaching business.  Secrets no one is telling beginning or emerging coaches. 

The coaching schools won’t tell you – you might not sign up; coaching organizations won’t tell you – it’s not their role.   So who has the guts to tell you?  Julia Stewart, the gutsy-ist coach in America, has asked me to expose some of those secrets and share with you what I think are the biggest myths about coaching and starting a coaching practice.  Here we go with the 8 biggest myths many emerging coaches believe. 

MYTH #1, 2 and 3:  Everyone needs a coach; coaching is for everyone; or everyone is a prospect.  Sure everyone has room for improvement, but not everyone wants it.  Learning to identify who is curious about coaching and who is not takes quite a bit of practice, and assuming everyone is a prospect can get in the way of accurate sorting.

MYTH #4:  Coaching fixes problems.  In fact, if you approach coaching with that mentality you will drive people away.  Even though few people’s lives are perfect, they will resist coaching if you “come from” something’s wrong.  

I often say, Amateur Coaching fixes problems.  Masterful Coaching creates them.

What do I mean by that?  If you take the client’s problem or challenge at face value, you will be missing a huge opportunity to really move them toward their greatness.   Behind the presented challenge is always a bigger issue.  Most of us know that.  What masterful coaches know is that you don’t have to find that issue and solve it.  You have to help the client find a project or game that is so interesting, fun and engaging that the previous issue magically disappears or is solved by the new game.  

Here is a real life example:  A few years ago, I was bored with my coaching business and not having much fun anymore.  That was a pretty big problem.   I asked Julia for a coaching session.   Long story short, as a result of the coaching, I decided to DOUBLE my coaching fees.  Never mind my fee was already pretty substantial.  Doubling it would, with the exception of celebrity coaches, put it near the top tier of coaching fees in the world.  WOW, now I had a HUGE “PROBLEM” but boy was I excited about it, and instantaneously my boredom went away and the fun returned.  

MYTH # 5:  You have been coaching your entire life.  Even if you have been a great listener and confidant all your life, that doesn’t mean what you were doing is coaching or that you were meant to be a coach.   When you get really good professional training it will become obvious that, while what you were doing may have been helpful for people, it wasn’t really professional coaching. 

MYTH #6:  You can make a great living in the beginning.  You can’t charge high fees in the beginning.  Beginner coaches get beginner clients, who pay beginner fees.  That is true in most professions.  The more experience you have under your belt, the higher fee you can charge. 

MYTH #7:  Internet marketing is coaching.   This is a huge misconception and my biggest pet peeve.   You can be a coach who uses internet marketing, or you can be an internet marketer who coaches.   Trying to be both or not being clear about this distinction is a big mistake that beginners make.   Either way is fine, but to really make it work you have to choose. 

Finally the biggest myth in coaching today:

MYTH #8:  You can have a successful coaching business without learning to sell.   I hate to be the one to break it to you, but to fill your coaching practice you must learn to sell.   This has never been more of a reality than in today’s extremely competitive market. With a coach on every corner, the only coaches that will make it will be the ones who can sell in a graceful authentic way.  


Related posts:  

Topics: coaching business, Coaching, become a coach, Coaches, coaching clients, make a living as a life coach, Mattison Grey, Masterful Coaching, Julia Stewart, reasons to become a coach

4-1-14: IAC Releases the New IAC Coaching Supremacies™

Posted by Julia Stewart


Artifact From the Future:

On April 1st, 2014, the International Association of Coaching released its new IAC Coaching SupremaciesTM, the intellectual property on which its elite IAC Certified Coach designation will be based, going forward.

Reached for comment, current IAC President, Thomas J Leonard, often called the ‘Father of Coaching' and recently brought back to life via advancements in cryogenics said, ‘I'm pleased with the improvements in coaching during my absence, except for all The Secret hoohah... With the release of the new coaching supremacies, I'd say coaching has reached about 13% of its full potential.' Mr. Leonard founded the IAC in 2003 with the mission to ‘Improve the Quality of Coaching Worldwide'.

Here are the Five IAC Coaching SupremaciesTM:

1. Is Completely Transparent: The Certified Coach is so honest, straightforward and highly evolved that in many cases, he/she has  achieved complete invisibility. This negates the need for pajamas while coaching by phone. The advantage of transparency is that the supreme coach gains complete trust from the client, who often is unaware that the coach is even there. It also aides in Supremacy #2.

2. Really Sees the Client: The Certified Coach doesn't rely on client truthfulness. That can come in short supply. Rather, the supreme coach can view everything the clients says and does, electronically, physically or metaphysically, 168 hours per week and coaches the Truth, not some story about the truth. For the geographically or metaphysically challenged coach, a new iShadow App for iPad can be purchased from iTunes for 99 cents. A copycat version for droidPad is also available for free from Google.

3. Is Utterly Silent: The Certified Coach has mastered the skill of silence so completely, he/she doesn't have to say anything. Ever. And the client is then coached, well, supremely. Supreme coaches say this advanced skill set speeds up the coaching process by at least 10 fold. When contacted for comment, Coach Mattison Grey had no comment.

4. Creates Outcomes by Thinking: The Certified Coach has mastered the Law of Attraction (or Principles of Attraction, if you prefer) so thoroughly that he/she merely has to think and feeeel what the client really wants and the client gets it, pronto. This is casually known as the genie-in-the-bottle skill. No need for poky structures, systems or environments to do the work. That's so 2010.

5. Coaches Beyond Enlightenment: The Certified Coach knows that every level of advanced consciousness carries with it its own peculiar dysfunction. Whether it's complacency, absence of boundaries, severe financial woes, or how to feng shui a cave, even enlightened clients, now estimated to make up at least 50% of all coaching clients, need their own version of a kick in the pants now and then and the supreme coach knows how to deliver it.

IAC Eurasia Chapter President, B. K. Ramalamabananananda, who lives in Mumbai, the current epicenter of professional coaching, and who specializes in coaching Bollywood starlets said, ‘These coaching supremacies are really nothing new. Indian saints have been performing such feats for centuries, so why not coaches?'

White Paper IAC


Want to stay abreast on the future of coaching? Join our IAC virtual chapter and get this free white paper, plus more goodies. No joke.

Topics: life coach, Coaching, Coaches, Coach Certification, Thomas Leonard, Mattison Grey, Law of Attraction, IAC

New IAC Certified Coach Tells How She Did It

Posted by Julia Stewart

Jan O'Brien, IAC-CCJan O'Brien, IAC-CC, is the latest coach that we have helped get certified.

I talked to Jan by phone yesterday, because I knew our readers would be curious about how she did it and what it was like. Jan is one of the 25% of coaches whose applications are passed by the IAC Certifiers. She's also one of an even smaller number of coaches who pass on the first try. I wasn't surprised to hear that, because Jan is a wonderful coach. And as I said in our interview, it's a big accomplishment and now she's a member of 'the club'!

What follows are a few excerpts from our conversation and then the entire 23-minute recording, so you can listen in. There also is a link at the bottom to a new SCM program called, Certified Coach: Master What the Certifiers Are Looking For.

Disclaimer: Jan says some extremely nice things about School of Coaching Mastery  and of course, she was saying them to the owner of the school, so take it with a grain of salt if you like, but I believed her. ;-)

On what it means to her to be an IAC Certified Coach now: ‘Profound meaning to me. Professionally that makes a big difference in the coaching business. I'm an IAC-CC and it's wonderful to put that after my name. But knowing that I stayed with it that. I was committed and it was what I really wanted and I'm absolutely passionate about it!'

Her background and how she got into coaching: ‘I'm an intercultural trainer and consultant, cultural orientation training. Originally I'm from the UK and am now living in Houston, Texas. I came into coaching via my coach who is a totally astounding and wonderful coach, called Mattison Grey. I just was so impressed and so assisted by being coached. I thought, Wow this might be a really amazing job to do!'

On what she learned while preparing for certification: ‘I found that going through your certification course was, my experience of person development, was very profound, more than I could have imagined. It seemed to get deeper and deeper and deeper. And that's my own experience...I want to do that, anyway. It also put me on the fast track for that personal development. So that's a very significant piece for me.

I found the instruction to be absolutely excellent, classes with you and Natalie. They were very well facilitated and you both held us in the highest respect even when we were struggling. And it's not easy! There was so much more to this!

I had to hold onto the stair rails very tightly at times. And it was through those challenging times that I so appreciated everybody, the instructors as well as the other people in the class.'

On IAC grading: ‘Challenging. Very high standards. You don't get away with anything, and not that I was trying to get away with anything, but even the masteries I thought I had really gotten well in the recordings. Everything is thoroughly sliced and diced and of course also very honoring...That was little surprising only because I didn't know what to expect.'

Advice for coaches who want to get certified: ‘The practicums are extremely helpful in getting the feedback you need. In addition...I personally have been working with a group of wonderful coaches here in Houston in a study group. That's been absolutely wonderful.
I would also recommend that to get ones own coach whilst you're working on it. There might be things that come up...old deep-seated fears...working with a coach to remove some of the blocks that come up.'

It's an absolutely just glorious feeling!'

Listen to the entire recording here:

Topics: Coach Certification, How to Become a Certified Coach, Mattison Grey, Certification Practicum, Become a Masterful Coach, IAC, certified coach

Masterful Coaching Includes Generosity

Posted by Julia Stewart

Dr. Susan Meyer, IAC-CCYou may already know that School of Coaching Mastery is doing a fund raiser for Habitat for Humanity. In the day and a half since we 1st announced it, 18 people have contributed a total $660 directly to the charity and since Habitat has a donor who will double online  contributions, that comes to $1360 that we've helped send their way - and we're just getting started!

The deal is, donate at least $20 and we'll let you take a special offering of coach training for free - and if you contribute $100, we'll add you to our "Coaching Superheroes" page.

We've already gotten two $100 contributions from Helena Kalin of Switzerland, and Dr. Susan Meyer, IAC-CC*, of New York City. Thanks to you both!

I was particularly pleased with Susan's contribution, because obviously, Susan doesn't need the training. Instead,  she asked me to give it to someone else, who might not have the money. So I've offered the training to someone who had wanted to do it, but lost her job.

How cool is that? Susan exemplifies what a master coach is all about.

By the way, Mattison Grey's* Coachathon is today. She's raising money for the Y. We all have stuff we can give, "even in this economy". 

*By the way, both Susan and Mattison are members of School of Coaching Mastery's Board of Advisors

Topics: Coaching, coach training, School of Coaching Mastery, habitat for humanity, Mattison Grey, Masterful Coaching, IAC

What Does Masterful Coaching Look Like on TV?

Posted by Julia Stewart

I heard from a number of coaches after they viewed thePenn & Teller Life Coaching videos below, who reported feeling mildly traumatized ("skeeved" is probably a better word) by how crummy the featured coaches appeared.

I think after all the "How Not to Coach" videos that I've run in the Mastery Coach Exchange, it's time I showed you one that displays true masterful coaching and how it changes lives, both in an instant and for all time.

Here's the perfect video to show that. It's a recent segment of the KHOU Great Day Houston show featuring virtuoso professional coach, Mattison Grey, IAC-CC (member of SCM's Board of Advisors). We briefly meet a couple of Mattison's clients, including the one who ditched her successful IT exec job to do what she really wants: own and run a gorgeous resort in Bali.

Then we watch a mini-session (4 minutes!) where Mattison coaches a member of the audience and helps her find what she really wants to do with the rest of her life. Mattison nails it with lightening speed. See if you can catch what she does (If you're a member of SCM, I bet you notice it). It goes by so fast, you may have to watch twice. There are instructions at the end of the video on how to get a work sheet that will help you find what you really want, too.

Also notice people's reactions when Mattison says "pros & cons" don't work and later points out that high performers are really good at getting what they don't want ~ Do you think she's speaking the truth for anyone?

Not too long ago, I had a conversation with Mattison in which we both agreed (half joking) that all those untrained, uncertified coaches out there who think they're so great ought to have to prove it by becoming IAC Certified! (Oops! There, I said it in public!) That may never happen, but it would sure prevent any more Penn & Tellers.

And ~ I have a request. If you like the way this video displays coaching; if you think it casts a favorable light on the coaching industry; please email Mattison here and beg her to have one of her tech people post this video on YouTube for the whole world to see. Mattison tends to ignore me when I suggest ways to leverage technology for more fame, but I bet if enough of you asked her to: Please, do coaches, coaching, and the whole world a big favor and show them what great coaching really looks like, then we'd all feel much better about those silly videos that show bad coaching - and Mattison will be world famous! (Hmm, maybe then I'll pull a Stephen Colbert and claim I gave her the "Stewart Bump"!)

Watch Mattison coach on Great Day Houston here: Fast connection or Slow connection.

Topics: School of Coaching Mastery, Mattison Grey, Masterful Coaching

The Evolution of Coach Certification

Posted by Julia Stewart

Certified Coach LogoThe Certification Preparation course at the University of Houston's Executive Coaching Institute last weekend was a transformative event - not just for the participants, but for Mattison and me! Twelve coaches spent 24 hours together over three days, teasing out the meaning of "great coaching" and courageously stepped up to the plate again and again. It takes heart to do that and when you bring together fearlessness, generocity and a love of coaching, you get magic.

Mattison and I are recovering from our writer's cramp and are just now fully realizing how big an impact this event has had on us. It's still just sinking in.

A minor downer is an email I just received from a former client who is an absolutely brilliant coach. She just got her certification results back from IAC and they didn't pass her. She scored above 80% on both sessions, but too low on one Proficiency. Bummer! She'll have to submit one more recording.

The thing that bugs me is that I know another fantastic coach who had the same experience recently - and same Proficiency! I asked to listen to her two recordings and from what I heard, I would have been thrilled to pass her. The sessions weren't flawless, but they were truly masterful.

Whoa! Is the IAC raising the bar? Fortunately, Mattison and I knew they were taking a pretty strict view of this Proficiency. and we coached our participants around it. About half the sessions passed our standards. It'll be interesting to see what the IAC does with them.

After spending a long weekend with the Proficiencies and new Masteries, I'm more blown away than ever at the power of great coaching to transform both the coach and client and literally create a new world. I'm so thankful that the IAC exists, because it gives coaches a wonderful incentive to become the best they can be. Here's what one coach, whose two sessions passed the IAC, wrote:

"Anyone who is committed to his or her own greatness as a coach needs to take this course. The profession will be enhanced immeasurably as a result and the way this would effect humanity is awe-inspiring!" - Kristi Arndt, IAC-CC

I've listened to a lot of coaching sessions since I did the "Lead Certifier" thing in 2004-5. Coaches are getting better and that's a very good thing!

Here's what I'm curious about: Is the IAC raising the bar because the quality of the applicants has improved? Some time ago, they revealed that they only pass about 25%. Is that still true?

Coaches adapt pretty quickly, so I don't have a problem with the IAC raising the standard, as long as they don't narrow down the style of coaching that is acceptable. I'm all for high standards, which reflect well on all of us, but narrow standards could reduce the number of clients who can be helped.

And of course, all of this is subjective. Nobody's right or wrong. The perfection is in what we learn from each other.

As long as we're all free to be ourselves, while practicing our brilliance to transform the lives of others, coaching will grow as a force for positive change. I hope the IAC will fully communicate with us on any changes in their standard. ;-)

Here's my favorite testimonial from last weekend:

"Go do it! It will change your life & those you work with! Hold on to your pants and shoot for the stars :)" - Jan O'Brien [Update: Jan is now an IAC-CC]

The question we're getting is when will we do another Certification Prep? We honestly don't know, but we're thinking about it.

In the meantime, the Seven Secrets of Certification practicums are going strong. they are basically the same thing, but in virtual form. A new group will start next month.

Topics: Coach Certification, Kristi Arndt, Mattison Grey, Certification Practicum, IAC, Certification Prep

Servant Entrepreneur

Posted by Julia Stewart

We need a new definition of entrepreneurship: The Servant Entrepreneur, someone who always places service above profits. Like the Servant Leader, this is someone who is not in it for the perqs, but for the honor of doing service. Not for the ego rush, but the fulfillment of purpose.

When I say, "someone who always places service above profits", I don't mean that the Servant Entrepreneur is any less savvy as a business person; He/she's still and entrepreneur. But service is first.

Thomas Leonard was a Servant Entrepreneur (He also had a big ego that sometimes got in the way, so there's hope for us all!) Thomas doubled the value of Coach U every year without raising the price. He added value to Coachville members for the sheer joy of it - and he made a small fortune!

I'm going to go out on a limb here and say that the Servant Entrepreneur may be the only business model that will deliver high-quality coaching and a profitable business, at the same time.

How can we become Servant Entrepreneurs? I believe it takes discipline to do it consistently. It may not always feel good. It may mean forgoing the intoxicating moments for the joy of fulfillment. And that means knowing the difference between the two, becoming aware of how each feels to you.

For me, spiritual fulfillment is a subtle inner knowingness, a joy that connects me to the whole world. Intoxication is that excited little buzz I feel that causes me to check my email at 7 AM on a Sunday morning!

Becoming a Servant Entrepreneur also may require asking yourself throughout your day, "What is motivating you? Who's in charge, your ego or your Self?" And not judging, if it's your ego, but choosing to put your ego in service of the world. This may mean shifting the way you think about your projects away from money-generating products toward value-generating products.

Instead of asking ourselves, "What do I want to do?", we may want to ask, "What does the world want or need that I'm excited to give?"

I believe that this discipline requires that we do not try to go it alone. Precisely because it is so easy to slip into ego-based desire without even knowing it. We need mentors who have mastered this (I'm not sure any have) or friends who are closely aligned with this value to hold us accountable, or spiritual teachers who know us very well.

We need to practice Servant Entrepreneurship, not just light a candle and hope for the best!

This is a big shift for most of us to make. Subtle but big. I'm attempting to orient myself around it, as an operating system. Please let me know if you think I'm missing the mark.

Copyright, Julia Stewart, 2005

Topics: Thomas Leonard, Servant Entrepreneur, Mattison Grey

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