Copyright © 2019. David B. Peterson, PhD & 7 Paths Forward, LLC. All Rights Reserved.

Positioning Yourself to Corporate(...and other prospective clients)

David B. Peterson & David M. Goldsmith

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AgendaHow to prepare and position yourself to prospective corporate clients

FormatInformal, frank conversation

CaveatMany variables and unknowns: No guarantees

ContextClear, compelling need: Golden Age of Coaching

Lots of good coaches. Commoditization.• It’s easy to be good – you have to stand out.• Many leaders and organizations already have their coaches.

Few buyers know how to identify the best coach for the need.• “Matching” on “chemistry” and superficial characteristics is still a big

deal.

Third party intermediaries: Vendors, platforms, and alternatives-

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What we look for

Highly competent and experienced -- great coaching

Fit: To culture, need, audience, style

Mission-driven

Partnership

Value & impact: Five ways….

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Five ways great coaches add value

Start fast! ➔ Efficiency• Build deep trust and connection quickly• Maximize time to work on the most critical, highest-value issues• Minimize opportunity cost – greatest value for the time invested

Go deep ➔ Impact• Find the client’s most important, personally meaningful topics • Go where the real work needs to be done• Cultivate powerful insight and motivation

End strong ➔ Lasting change• Build and test commitment to action• Embed Action * Reflection for continuous learning• Cultivate resilience and versatility through desirable difficulties

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Five ways great coaches add value

Work with a wider range of clients ➔ Scope• Leaders dealing with the most complex, difficult, and emergent issues• Transformational change and development• “Uncoachable” clients: defensive, narcissistic, lacking insight...

Focus on systemic organizational value and impact ➔ Holistic• Focus on making the leader and the organization more effective• Activate the development ecosystem: the whole team and all levers• Enhance the leader’s capacity to learn• Articulate organizational themes back to the organization

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Be a great partner

Do great work: Deliver on all 5 ways great coaches add value

Respect organizational expectations for confidentiality and sharing information, service delivery, communications, etc.

Demonstrate principled behavior and high ethical standards

Understand and reinforce organizational programs, strategy, values

Be responsive and proactive

Stay aligned: ● Serve organizational needs as well as individual● Don’t go rogue● Don’t be a PITA

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Be a great partner

The first 30 secondsHow you show up: Punctuality, poise, presence

Verbal style: succinct, clear, focused

How you stand out: Be memorable and interesting, without being weird

Humility

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What really matters?

Know your audience: What are they buying?

Know your value proposition: What are you selling?● Can you communicate clearly and credibly● Requires serious thought and preparation

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Certification and Credentials

Does certification matter?

Know the arguments on both sides -- do the research, generate your own pros and cons

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CoachSource Research - Brian Underhill

Surveyed: Orgs, leaders, internal coaches, external coaches

Orgs and execs look for:• Rapport, coaching experience, business experience, experience with

specific leadership/business challenges

#1 way orgs find their coaches? Their existing network.

Speak under-represented languages (e.g., Mandarin)

Demonstrate expertise in a specialty area: Blogs, articles, publications

Clear, articulate, up-to-date: Coaching bio, LinkedIn, website

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Questions (General)

• Interests, passion: How did you get into coaching? Why do you like it?

• Coaching experience: Training, types of clients, areas of special expertise, ideal client

• Personal background: Career trajectory, relevant business/leadership experience

• Coaching approach, methods, tools, philosophy, values, style

• Demonstrated track record: Impact and value delivered

• Cost and pricing

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Questions (Specific)

• What did you do to prepare for this interview?

• How would you describe our culture, and what about that culture makes coaching easier or more difficult?

• What are the 3 best lessons you’ve learned as a coach?

• What is your theory/model of coaching? Leadership?

• What are currently doing to develop/improve your coaching capabilities? To develop yourself outside of coaching?

• What type of client are you least effective with and why?

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Quick survey

What is your distinctive value?

How do you stand out from other coaches?

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What is your distinctive value? How do you stand out from other coaches?What is the most important thing I should know about you?

Weak positioning: • I can work with anyone.

• I’m a great listener.

• My clients love me.

• I like working with smart, motivated clients.

• I co-create great solutions with my clients.

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Evaluating your message and positioning

• Is it clear and useful?

• Is it distinctive or engaging?

• Is it measurable?

• Is it appealing and credible to your intended audience? Business focused, not woo-woo.

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You be the judge: “I help clients…”

• Create abundance.

• Get through the afterburn of life.

• Find answers to their unsolvable questions.

• Multiply opportunities for empowerment and growth and beyond.

• Unlock and fulfill their potential.

• Create active steps for moving forward through life.

• Create space for people to move toward authenticity.

THE ENDThank you

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