If you are interested in a coaching career, there are many quality training programs, and the International Coach Federation (ICF) is the premier association for professional coaches, offering certifications for individuals and training programs.



To be successful, however, takes more than developing the skills needed to coach. Some years ago, those in the field had the task of educating the public in what coaching was. But as television stories and news articles about coaching have increased, the field has become more popular.

A new coach still must, however, make others aware of what he or she has to offer. Developing a specialty or niche may make it somewhat easier to introduce yourself to a particular target market. When one is starting out, there is concern that specializing may keep those outside the specialty from contacting you, but that does not seem to be so.

For us, one of our specialties has been serving commuters. We see what is offered to that group as part of the health and wellness area which is our broader interest. This has not prevented us from working with business people, retired women, coaches, people with physical disorders, alcoholics ready to take on the world, mental health professionals looking to add a new specialty to their practices, and others.

Building a practice takes work and focus. Block out at least a half day a week for marketing. Look at marketing as part of your job, no matter what profession you are in. If they don't know you, they cannot refer to you.

You can hire someone to market for you, but you still have to be involved and physically present so they begin to know you.

Choosing two or three ways to keep your name in front of the public is a good strategy. Here are some suggestions gathered over the years. Using them will cut the time to a full practice:

1. Speaking: Start at local associations, such as libraries, business associations, schools, churches. People are eager to learn about new services, and giving some tips on how to improve themselves in the area in which you are speaking will help them remember you. Don't forget to have well done business cards to distribute. If you have books or tapes you've produced or have become affiliated with, you can sell them at the back of the room.

2. Article writing: With the internet, articles can be distributed easily through article submission sites. Journalists and newsletter editors comb these sites for articles that would be of interest to their readership. Just ten articles can give a new coach a jump start in becoming a familiar name with his or her target audience. The author box is especially important because it will give your contact information and a bit of information about you, as well as a copyright for the piece.

3. Teleclasses: Teleclasses have become a popular way to learn and to teach. Other than a telephone, a conference line, great information and an advertisement, no travel, no physical room or other overhead is needed. Unknown coaches have made names for themselves by providing good and useful teleclasses to their specialty populations. You can offer free teleclasses that are previews to paid series.

4. Web Site: A web site lends credibility and gives prospective clients a place to go to gather more information about you and to become familiar with you. You can present the impression you wish others to have of your practice, state your mission and list services you offer. You can even sell appropriate products such as e-books, hard copy books, CDs and affiliate products that might be of interest to your specialty population.

5. Associations: Joining associations allows both professional and social outlet. Some bring you face to face with your target population. For example, the Chamber of Commerce is good if you are interested in working with entrepreneurs and real estate clubs allow you to meet investors on a regular basis.

Professional coaching associations are important and the International Association for Coaching (ICF) is probably the most influential and most important to the professional.

6. Strategic Alliances: The coaching profession has attracted many brilliant and accomplished people from a wide range of fields. There are alliances to be made with those who have skills you may not have. Consider aligning yourself with others in order to shorten your time to a full practice.

Two types of alliances come to mind and both are necessary: Have a support group that you have consistent contact with. These are people who have goals that are similar and can share frustrations, suggestions and contacts with you.

The other type of alliance is with a person or, better, people, who will work with you to develop a project. Writing a book and developing programs are examples of strategic alliances.

This should get you started thinking of ways to develop your practice. By choosing one or two tactics, and fully working them, you will be on your way to a full practice.