SEPTEMBER 2014 / OCTOBER 2014
THE
Successful Coach MAGAZINE
KEVIN GAMMIE
NATASHA POMFRET
PHILIP JOHN
WWW.INTERNATIONALCOACHGUILD.COM
Welcome to the world of coaching excellence. As proud sponsors of The Successful Coach Magazine, we welcome you to this wealth of coaching resources honed over years of experience and expertise, to the latest breakthroughs in advanced coaching methodologies, to the beautiful and wonderful showcases of coaches who are doing what they love and transforming lives, and to an extraordinary community of people who are passionate about coaching and committed to creating change. It is our mission here at the International Coach Guild to cultivate and celebrate coaching excellence worldwide. Towards this end, here is The Successful Coach Magazine, created by successful coaches, for successful coaches, and for those taking that daring step, whether big or small, towards making a difference.
Here’s to you! ELYSIUM NGUYEN International Coach Guild
THE TURNING POINT
Kevin Gammie 4 E.S.I.P. YOUR NEXT BUSINESS PROPOSAL
Ros Weadman 8 GET ON WITH DOING THE DO
Natasha Pomfret 11 MARKETING IS NOT A DIRTY WORD, JUST MISUNDERSTOOD!
Philip John 16 LOOK OUT DOROTHY... WE’RE NOT IN KANSAS ANYMORE!
Nicole Robinson 20
DISCOVER THE ULTIMATE CONSULTATIVE SALES STRATEGIES TO GET THEM TO
‘YES’
IN THIS COURSE YOU’LL LEARN HOW TO: BECOME A MASTER CLOSER USE OBJECTIONS TO ENCOURAGE THE ‘YES’ HAVE THE PROSPECT MAKE A BUYING DECISION, SO YOU DON’T HAVE TO ‘SELL’
ULTIMATE INFLUENCE THE COACHING INSTITUTE
BOOST YOUR RESULTS BY MAKING THE PROSPECT FEEL GREAT ABOUT CONNECTING WITH YOU
WWW.THECOACHINGINSTITUTE.COM.AU/COURSES/ENROL/ULTIMATE-INFLUENCE
WRITTEN BY
THE
KEVIN GAMMIE
Meta Dynamics Profiler and Thought Dynamics Consultant
Turning
Point
REMEMBERING BACK FROM “TIME FOR A CHANGE...”
I HAD A RECRUITMENT BUSINESS THAT WAS 13 YEARS OLD, A TURNOVER AS HIGH AS $3.5M AND STAFF OF 15 ALL PRIOR TO THE GFC. SINCE THAT TIME THERE WAS A DIFFERENT STORY. WE STILL HAD A 350M2 OFFICE IN QUEEN ST MALL, AND NOW ONLY 2 DIRECTORS WORKING IN THE BUSINESS...
We’d managed to sublet at a reduced rate most of the space to several different parties. Hence instead of $16k per month our rent was down to about $5k. That provided us a small office barely enough for 2 loud people and an interview room. We’d engaged another Business Coach. This was the coach that had successfully been working with me personally. He had a strong plan on the personal front and we’d managed to clear a lot of the blockages that enabled me to start moving forward again.
With that, I decided to see if he could assist me with the business.
THIS WAS THE 2ND TIME WE TRIED A BUSINESS COACH. THE FIRST WAS NOT A SUCCESS. We’d invested about 25k in about 6 months without any real noticeable change in revenue and profits simply went backwards. We had to call it quits with that coach as we were going broke. page 4
We’d kicked off with a planning session, that was about who we wanted to be as a company. It really just took the Be-Do-Have model approach to a business level.
As I mentioned he had done a great job at helping me personally rediscover my misplaced (lost) resources.
WE CAME UP WITH
• Rebuilding my confidence,
CORE VALUES OF: RESPECT, RESILIENCE &
• Helping me see the bigger picture,
RESPONSIBILITY. We were a step closer, having clear values but we still had no Vision or Mission. We recognised the style of business model we needed, one that generated cash-flow for the owners in the short term and built the business long term. Any goals were simply financial without any sustainable thought process behind them. To be fair, recruitment is a tough competitive business. You have to fight for the right to be given the opportunity and then you may in fact still be competing with 3-5+ other competitors. Only the winner gets paid. It creates an Us vs. Them mentality, not just with your competitors but with candidates also as loyalty is generally very low (hey, can’t blame them they want a job… and NOW). In recruitment generally a firm will take on an assignment, work it contingently (No win No fee) and rely on the fact that they’ll win a percentage that will make the losses acceptable. This is OK in a buoyant market when there are lots of opportunities. In tough times… It’s not all smiles.
SO ONTO COACH NUMBER 2!
• Getting me back at cause (rather than at effect)
• Getting me to take positive action and starting to plan for outcomes
• Seeing alternatives, opportunities and looking forward.
ALL GOOD STUFF. ALL NEEDED. Without Peter’s support I don’t know where I’d be today and I am truly grateful for what he did for me. I pushed him to utilise the vast resources and tools he had developed over the prior 12 years. He did an excellent job.
Hey, I even rediscovered my lost sense of humour. It had been missing for at least 2 years at the time. page 5
With that success I decided to engage him on rebuilding the business. I had discussed with my minority partner the fact that I wanted out. But in order to get out we needed to bring the business back to life. We recruited a young guy with a hardnosed telesales background (marketing had been what we avoided in the past). He was enthusiastic… Willing to learn… And ready to go… And very Gen Y… So let the business coaching begin… We started by looking at what needed to get done… (See what we hadn’t learned yet?).
WE HAD PROJECTS TO DO:
• Get the accounts in order,
• Upgrade the CRM system, (in fact get a new one that worked in the cloud)
• Build a new website, (of course it was our look that was wrong)
• Train the new guy, (OK, this did need to be done)
• And a number of other projects…
In fact the project list just seemed to keep growing each month. Although our billings were barely keeping us afloat, the “to do list” just kept growing.
IT KEPT GROWING OUT OF CONTROL... I seemed to be spending more time on the “to do list” than actually making any placements. The challenge was, it was the placements that would help us get out of our immediate trouble. We needed revenue AND we needed that NOW!!! Or… there would be no tomorrow. Like the first coach, we’d fallen for the same trap a second time. We were stuck in what ‘had to be done’, NOT in what could/would make a difference. By Easter 2013, we were at a crisis point. Juggling cash-flow, still negotiating with the tax office, and not being sure how we would get out of the quagmire…
We were really about to sink if something didn’t change. Personally, I’d started my coaching journey with The Coaching Institute, “Foundations of Coaching Success” at the end of February 2013. Boy was there a long way to go or what… So now I juggled recruiting and rebuilding that business during the day and commencing my coaching journey and training at night. Talk about a workload under duress… There was no time for procrastination but short term overwhelm was a regular occurrence.
AT TIMES I COULDN’T SEE THE WOOD FOR THE TREES… WHERE WAS THIS TAKING ME? page 6
THOUGHT
DYNAMICS PROVIDING AN
APPROACH TO
BUSINESS AND LEADERSHIP SUCCESS
WITH A WORLD-CLASS
THOUGHT DYNAMICS EXPERIENCE
Find Out More and Meet Your Team of Thought Dynamics Consultants TODAY! WWW.THOUGHTDYNAMICS.COM.AU/CONSULTANTS
WRITTEN BY
ROS WEADMAN Credentialed Master Coach
E.S.I.P. YOUR NEXT
Business
Proposal
NO MATTER YOUR AREA OF SPECIALISATION IN THE WORLD OF COACHING AND/OR TRAINING, WHEN VYING FOR WORK WITH A PRIVATE ENTERPRISE OR GOVERNMENT AUTHORITY, A KEY CHALLENGE IS TO CREATE A POINT OF DIFFERENCE BETWEEN YOUR BUSINESS AND OTHERS IN THE MARKET PLACE. I HAVE FOUND THAT THE CRITICAL THINKING MODEL ESIP IS A BRILLIANT FRAMEWORK TO USE WHEN DEVELOPING A BUSINESS PROPOSAL, TENDER BID, QUOTATION DOCUMENT OR EXPRESSION OF INTEREST. BELOW ARE SOME TIPS TO CONSIDER WHEN DEVELOPING YOUR NEXT BUSINESS PROPOSAL.
page 8
Environment
Structure
• Gain an understanding of your prospective client’s culture and values by checking out the language they use on their website, blog, brochure and other marketing materials, in job descriptions (often available in the employment section of their website) or in presentations (see videos on their website or Youtube).
• Outline any key performance indicators that will be put place to measure the success of the project milestones and the project as a whole.
• Demonstrate your understanding of the purpose of the project and client’s desired outcome based on the background information and scope of works provided in any tender documentation.
• Indicate what systems, policies and procedures you have in place to mitigate against any risk, for example, professional indemnity and / or public liability insurance. • Indicate how confidentiality will be handled in terms of the client’s personal and business information. • Clarify costs, payment terms and methods for this to occur.
• Describe your values so the client knows for what it is you stand in terms of quality, customer service, innovation, value for money, communication and the like.
“SUCCESS IS A ROAD COVERED IN THE
• Outline the benefits of coaching or whatever program it is you will be delivering and how this will assist in achieving the client’s business goals.
MISTAKES YOU’LL MAKE,
• Use relevant statistics to back up what you say, for instance, business results achieved with previous clients.
DISAPPOINTMENTS YOU’LL
THE LIMITS YOU’LL HAVE TO OVERCOME, THE HAVE TO ACCEPT, AND THE PEOPLE WHO’LL HINDER
• Ensure the presentation of your business proposal looks professional and represents your brand to its best. Use a great headline, break up sections of the proposal with sub headings, use bullet points, avoid technical jargon, ensure language is clear and concise and use images if appropriate.
YOU, HURT YOU OR HELP YOU.” SHARON PEARSON AUTHOR OF THE E.S.I.P. MODEL
page 9
Implementation
People
• Provide a draft project plan that maps out what will happen, when it will happen and who will make it happen.
• Identify who will deliver the coaching, training or project including their name, title, key competencies, strengths and relevant experience.
• Detail how the coaching, training or project will be delivered. For instance, if it is a coaching package being proposed, outline how many sessions will be delivered, how many people can participate, duration of sessions, suggested timeframe for delivery and a description of topics that may be covered. • Outline any particular methodologies that will be used and/or style of delivery. For example, any profiling tools that will be used and the process for their administration and unpacking. • Clarify the ideal venue for delivery of the coaching or training, whether it is onsite or offsite the client’s premises, and what resources will be provided or needed.
• Identify the key person from your business and their relevant contact details. • Outline how all project stakeholders will be kept informed of progress and how feedback can be provided. • Embellish the proposal with testimonials from happy clients and provide referees who can sing your praises. • The beauty of the ESIP model is that it can be applied to a myriad of situations and used equally effectively in the context of an organisation or individual. So have fun playing with the model with your next business proposal, job application or developing any other other communication piece where you want to create a difference in the market place.
page 10
WRITTEN BY
NATASHA WILLIAMS Master Coach and Mastermind Mentor at TCI
GET ON WITH
DOING THE DO I WAS HAVING A GREAT CHAT THE OTHER DAY WITH MY INTAKE BUDDY, JAMES MCCRACKEN. PARDON THE PUN, BUT CLOSE TO 3 AND A HALF YEARS LATER, HE’S REALLY CRAKCKEN’ AND CALLED TO CHECK IN, LIKE WE REGULARLY DO AND SEE IF HE COULD HELP ME. HOW BEAUTIFUL IS THAT ABOUT OUR COMMUNITY! HE SHARED HOW HE’S BEEN ROCKING WITH INTERVIEWING SUCCESSFUL PEOPLE IN HIS INDUSTRY AND WE GOT CHATTING ABOUT WHAT A BRILLIANT, OBVIOUS AND UNDER-UTILISED WAY IT IS TO CREATE PRODUCTS OR A PROGRAM TO SELL. SO I THOUGHT AS OBVIOUS AS IT IS MAYBE WE ALL NEED A REMINDER TO GET ON WITH DOING TO DO!
page 11
Number one question, for what purpose?
leadership skills, their marketing prowess, their savy sales drive. There is nothing wrong with not being the expert in a particular field YET if you’re bringing insatiable curiosity to your community from someone who has the result!
Don’t be another video floggging something with no purpose of adding value. There are several benefits of recording an interview with a trusted peer/ colleague or expert in your field:
Saves a heck of a lot of time and extra study if you ask me. And it’s a win, win, win, build the status of your interviewer, they’ll promote your interview too to their market, you’re on Google and Youtube and your clients see you’re out there and present, adding value!
• Add credibility to your character, your avatar, let people get to know you, why this matters so much • Build your network and followers who like your message and want to hear more • Get feedback by either the lack of responses or the positive responses
Completed a new training recently? I’ve seen students post proudly their certificates of a recent training. To us coaches we totally get the hard work, dedication and new skills acquired with it. To your friends, family and clients, I’m guessing it’s all mumbo jumbo. So grab a buddy from the class and do a quid pro quo!
• Show your consistency in supporting your community • Months and years down the track this can be a lead generation, a way to be visible on the net
You interview them for five minutes while it’s fresh in your heads and vice versa on the funky new skills you’ve added and share
New to coaching? I hear so often the old story “but why would they listen to me…” I’d usually say get a coach and sort your shit out, but for the purposes of this article, if you want a soft intro, then by all means let them hear you interview someone! Seriously, how hard is it? Why the f#ck aren’t we all doing it?
with your communities! We love showing our certificates, yes we work hard for them, means jack to our community. Give it life!
We’re in the best proactive community, keep connected, you see someone you know have a great result, ask if you can do a 15-
Why reinvent the wheel. There’s a business coach who seems to have built his career interviewing people on their mindset around particular themes.
20 minute interview on their mindset, their
Wanting to develop a product/program?
page 12
He asked a few great questions and had great systems in place, but did anyone question if he was actually a millionaire? Full kudos to him, he was one of the first cabs off the rank. Doesn’t mean it’s too late.
The value of an idea lies in the use of it.
To this day I still rematch SP interviews, either of mentors who she’s learnt from, or mentees looking for advice on the edge of serious growth, point is she gives no matter what side of the table she’s on, completely, with intensity on how she can add value. So let’s all go do that hey?
THOMAS EDISON
Try not to become a man of success, but rather try to become a man of value.
Testimonials If you’ve got more business than you can handle, giddy up, bravo! It still surprises me how few coaches will ask for a testimonial, let alone a video when their client’s shouting your praises from the rooftops. What is it with Aussie culture we’re supposed to be too embarrassed to ask?
ALBERT EINSTEIN
Thank god with my training I realised how stupid and selfish this is. If i’ve delivered massive value, why wouldn’t they want the chance to reciprocate and share. Insert internal check, if you’re not 100% comfortable you’re adding massive value, you may not be ready to get this point, when you’re ready… GET OUT THERE, CONNECT WITH YOUR FELLOW STUDENTS, PEERS IN YOUR INDUSTRY, FAMILY CONNECTIONS, HEY,
The value of life does not lie in the length of days, but in the use we make of them... Whether you find satisfaction in life depends not on your tale of years, but on your will. MICHEL DE MONTAIGNE
HAVE A PUNT WITH A STRANGER YOU KNOW IS DOING GREAT WORK! BUILD YOUR MUSCLE ON SCREEN OR VIA A WEBINAR, OR PHONE RECORDING, JUST GET OUT THERE AND ADD VALUE! page 13
META DYNAMICS AD
REGISTER FOR META DYNAMICS LEVEL I BEFORE OCTOBER to receive 3 hours of additional content from Meta Dynamics Level II Training, teaching an advanced behavioural model that is used by our top coaches. CALL YOUR COURSE CONSULTANT ON 1800 094 927 TODAY
WRITTEN BY
PHILIP JOHN Credentialed Master Coach
dirty WORD
MARKETING
IS NOT A
JUST MISUNDERSTOOD! TODAY, LIKE NEVER BEFORE, WE HAVE A PLETHORA OF MARKETING THROWN AT US AND MARKETING TECHNIQUES FOR THE SMALL TO LARGE BUSINESS OWNERS ALL STATING THEY NEED TO EMPLOY IN ORDER TO REACH THEIR AUDIENCE. SO WHAT HAS THIS TO DO WITH US COACHES? EVERYTHING!
I have spent the greater part of ten years within the marketing field, even from my early study days of it, marketing was little understood... This kaleidoscope of interpretation only led to the multitude of meanings ranging from total negativity to an abundant positivity. You had to always start with the textbook definitions and then apply that to real life. While this was the desire it never worked in real life. Difference of marketing between real life and textbook is such a large gap that it’s littered with despair and fear of what marketing actually is. At TCI and specifically in Sharon’s book Ultimate Marketing Guide for TCI Coaches, she outlines realistically, succinctly and with
page 16
THIS IS WHERE I STARTED.
empathy on what we can do as coaches to have a successful business concern. It’s an incredible and insightful read. I highly recommend it.
I am not here to talk about marketing techniques specifically; Sharon’s guide does that incredibly well. I am here to talk more about our attitude and approach. How do you take the opaqueness of this word marketing and make it transparent and less daunting? My first port of call is the role we play within our coaching businesses. Yes we need to think and act like marketing managers but herein lies confusion for a lot of people. I worked as a marketing manager and consultant and I found so many business owners who I contracted with, had little idea of it and feared the very word, as it was so wide in meaning they didn’t know where to start.
I simply altered the word Marketing with the word Giving. So for my previous marketing consultancy business I referred to myself as the Giving Manager not a Marketing Manager. Okay I never put that on my business card at the time (although in hindsight I should have), but I used that simple alteration in words as my mantra to an approach that completely changed how I highlighted my business. Now that my focus in on coaching both business and life it has more importance now than ever before, this does not mean to ignore the principles of marketing not in the least. The syntax change is to lessen the pressure of the inferences marketing can conjure up.
The second port is the dreaded marketing plan, an official document that most business owners get marketing managers to write which in our case is basically us, we have to pen it. The third port is the marketing message. A statement or two of what is the core message of the strategy or tactic we are employing so it has a clear defined outcome. Personally I find all that a little heavy. To coach someone is a far more meaningful relationship it requires a much deeper connection. So how does one construct a business marketing approach and still remain more deeply connected. My solution to this is to change the syntax. page 17
Being the Giving Manager of my coaching business gives me a different image, its takes it of the textbook page and puts on a real world stage. By focusing on what you are giving it invariably markets you at a much deeper level without you thinking like a traditional marketer.
What if we change that to how many places can I genuinely give towards and impart value in some form? This simple action will organically lead to a higher profile simply because your focus is on giving value not marketing yourself. The veritable action is serving as your credibility to a higher profile.
As the Marketing Manager I was in charge of branding, profile, core message, strategies to reach the target audience and tactics used. All of this is significant but let us for fun’s sake, take on a different approach.
A core-marketing message might be to clearly show how my package can lead to life changes for my audience. Okay this puts us in a certain mindset so what if we alter this to say – in what ways can I give to my audience so it helps them make life changes. Immediately the focus is on what you have that will truly give your audience value, it becomes a giving message.
Become a Giving Manager for your own business, and write a Giving Plan instead of entitling it a marketing plan, drop the marketing message and replace it with a giving message. Imagine if we had our coaching business and we had to market it - which I am sure is most of you - what if you outlined a giving plan? Meaning instead of looking at branding in the traditional sense, look at it as what am I giving that is worth receiving and will lead to how my audience perceives me. Its still branding but the approach is much more personal than the superficiality of packaging.
Take your profile for instance. To run a successful coaching business you need to get and maintain a high profile within your set audience. Again in a tradition sense this would mean how many places could I legitimately appear in that will reflect in increasing the awareness of what I do.
The end result is you still want your audience to engage and buy a package, that’s a given, but by simply changing your syntax in approach you immediately take different actions. “Giving” may or may not be the right word for you to use as a substitute but my point is if marketing, as a concept seems daunting, then change it!
TAKE THE FOCUS OF STRICTLY MARKETING YOUR BUSINESS AND PUT IT ON WHAT YOU ARE GIVING AS A RESULT OF BEING IN BUSINESS. WISHING YOU ALL SUCCESS!
page 18
World’s STANDARDS IN Coaching
THE
Excellence
INTERNATIONAL COACH GUILD VISIT WWW.INTERNATIONALCOACHGUILD.COM
look out Dorothy... we’re not in Kansas anymore!
MY STORY
nicole robinson
My first coaching training was in February 2014 and I was blown away – a phrase which would be the only way to describe the experience with Joe Pane at Foundations of Coaching Success training. He is so knowledgeable, so compassionate and empathetic, so funny and then so zen.
I THOUGHT TO MYSELF, ‘YOU
I went from an elite athlete (all about me) to schoolteacher (all about the syllabus and students) to full time mum (all about the kids). After this, I wasn’t sure where I belonged. Then, in a magazine, I spotted free resources for personal development from The Coaching Institute. After numerous discussions with the wonderful Fiona Mangano, I signed up.
GET PAID TO HAVE THIS MUCH
My business name, Nicole Robinson
FUN? WOW.’
and Associates, is a Health and Fitness consultancy. I am working with footballers – who are the minor premiers for the National Football League – who have achieved their goals since we started and now know they
And then, in Joe’s words, ‘I slid down the rabbit hole’… and haven’t looked back.
page 20
can take it to the next level. I have done a workshop presentation to a football team. The coach’s feedback was that the team now knew why they were here. How incredible is that!? I also work with a successful small business owner on their financial management who now understands a little more about work/life balance. I have formed a strategic alliance with a personal trainer running a studio. I’m presenting monthly workshops about How Mind Matters. I am paid for these, and now they are starting to convert paying clients.
If everyone is moving forward together, then success takes care of itself. HENRY FORD
I have learnt so much from coaching other coaches. To become part of their success – to make it about them – has been my biggest reference point of success. These coaches are exceptionally successful: one has now published their own book.
Coming together is a beginning, keeping together is progress, working together is success
My plan within the next two years is to have a full time income, in a part time job, enabling me to have time for my husband and two children. And I know, as I serve others, my needs get taken care of – so I am able to be a most outstanding mother.
HENRY FORD
My success was about getting out of my own way and I was shown this by so many members of The Coaching Institute. They are a formidable team who absolutely inspire awesome. I also understand the importance of knowing I’m doing the best I can with what I have. Now, with the personnel and resources that TCI provides, that just shifted a whole other level
LOOK OUT DOROTHY… WE’RE NOT IN KANSAS ANYMORE! page 21
Obstacles are those frightful things you see when you take your eyes off your goals HENRY SHAKESPEARE
DISCOVER HOW TO BECOME A COACH WITH YOUR FREE ‘GETTING STARTED AS A COACH’ GIFT PACK ($197 WORTH OF VALUE)
REQUEST YOUR FREE GIFT PACK TODAY!
VISIT WWW.THECOACHINGINSTITUTE.COM