In This Issue: Packages/Programs

Upcoming Classes at ILCT
Pat's Ponderings ~ Pat Williams
Editor’s Pen ~ Annette Miller
ILCT Graduate Uses A Program to Win Contract With US Naval Academy ~ Interview with Claudia Coe
Add "Buyabilitiy" To Your Coaching Services: Offer Coaching Programs ~ Ruth Ledesma
Choosing a Program that Fits Your Style and Coaching Practice ~ Carol McClelland
Patrick Williams with an Important Message
Building an Integrated Service Package ~ Doug Silsbee
Packaging Life Coaching Services: A Case Study ~ Pat Schuler
A Short Story: Using a Program to Transition from Discovery to Master Trainer ~ Linda Bush

"One of the best free newsletters, Tomorrow's Life Coach consists of well-researched, informative articles on a variety of key topics for coaches. While a publication of the Institute for Life Coach Training, many of the articles are written by other well-known coaches." Highly recommended by Peer Resources.

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Upcoming Classes at ILCT

Foundational Courses
Foundational Coach Training for Therapists - starts October 14 (day and evening sessions available)

Foundational Coach Training for Christian Counselors - starts October 6 (day and evening sessions available)

Coaching Skills & Tools
Group Coaching - starts October 8
**NEW** The Foundational Competency Practicum & Assessment Process - starts Oct. 13
**NEW** Ethics, Risk Management and Professional Issues - starts Oct. 24
**NEW** Dreamworks - starts October 29
Coaching Skills Practicum - starts October 29
DISC & PIAV Certification Class - starts October 29
Using Assessments - starts November 3

Practice Building Courses & Coaching Applications
Creating a Referral Based Business starts November 4
Coaching with Spirit and Soul: Coaching through the Midlife Transition starts October 6

For additional classes, details and online registrationvisit our course section. Some schedules may change; check listing or contact Edwina Adams, Administration/Registration, at edwina@lifecoachtraining.com or Diane Menendez, Director of Faculty and Curriculum, at diane@lifecoachtraining.com.  

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New Class: Ethics, Risk Management and Professional Issues

Tuition:$300.00
8 sessions
Taught by: Karen Colby Weiner

All coaches face risks. Those who face the greatest risks are those who are the least informed and educated. This class, taught in eight, one hour long sessions, will provide: (1) an understanding of ethics as defined by a variety of codes applicable to coaches, including a focus on the ICF Code of Ethics, (2) an overview of the legal issues of which coaches should be aware, and (3) information about risk management techniques. The format of the class will involve group discussion of case examples, and all class materials will be provided at no additional charge.

Date	Day	Time
Oct. 24th - Dec. 19th	F	1:00 PM Eastern

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Pat's Ponderings

Dear Readers,

Part of my passion for entering the coaching profession was the international energy and global perspectives of the coaching evolution. I just returned from a three week trip to Australia where I lectured at four medical colleges to 350 therapists interested in coaching and the response was outstanding. Not only did I get to visit a country that is beautiful, friendly, and much like America before we had so many people, I also discovered new enthusiasm, new friends, and new opportunities for our coach training. It looks like we will be developing an Australian branch of ILCT in 2004. More on that later. But the real joy in going to international conferences and speaking in various countries is having clients and colleagues across the globe. 

Those of you who want to make international connections have many opportunities in this profession. Remember, coaching by phone expands your geographical boundaries. You do not have to have clients only where you live. And you can choose to live where you want once your business is up and thriving.

Blessings to all of you who are making such a difference in people’s lives and helping them live their life on purpose. If you have stories of international clients, please write me. I would love to hear your views.

Pat
Patrick Williams Ed.D., MCC
Chief Energizing Officer, ILCT
Department Chair, Professional Coaching 
International University of Professional Studies
www.iups.edu

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Editor's Pen

We are excited to bring you this issue on "Packages/Programs" for life coaches! This topic was selected to close the "gap" between coaches without programs and those with programs. Admittedly, some coaches and clients do quite well without processes and programs (and simply go with the "flow") but there are powerful benefits from having a good program(s) or package(s) for both coach and client. Let our authors inspire and instruct you!

What would you like to see in our next two issues: Therapy & Coaching (November) and Gifts of Coaching (December)? Send your suggestions! We are also preparing the topics for 2004 and would like our readers to help us decide, so let me hear from you.

Enjoy these articles on "Packages/Programs", selected with care to...

Accelerate your success,

Annette

Annette A. Miller, Professional Life Coach
annette@lifesync.com
Editor, Tomorrow's Life Coach
Graduate, ILCT
Founder, LifeSync Coaching®
Our success stems from using the Extended DISC assessment system as a foundation for our coaching programs and workshops. You can accelerate your success by either outsourcing your assessment services or becoming certified through LifeSync Coaching. Details at www.lifesync.com.

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ILCT Graduate Uses A Program to Win Contract With US Naval Academy

Claudia Coe of Claudia Coe Presentations is a licensed Path facilitator and an ILCT foundational graduate. She combines her experience in business (co-owner of radio stations), international study in Europe and Asia, education, and parenting to enrich her workshops and coaching. You can reach her at claudiacoe@bright.net or 419-586-9584.

EDITOR: Claudia, thank you so much for letting us interview you for Tomorrow's Life Coach!

CLAUDIA: I'm honored that you would ask me.

E: As you know, our focus this issue is "Packages and Programs" for coaches, and one of our instructors at ILCT, Christopher McCluskey, referred me to you. I want our readers to hear about your exciting new work with the United States Naval Academy, but first, could you give us a little background into your work?

C: Sure, I'd love to!

E: First, what is the primary service you provide?

C: I have been offering workshops and seminars for about ten years now, but the last five years have focused on material based on the book, "The Path" by Laurie Beth Jones. I was personally trained by Laurie Beth and have attended refresher courses yearly with her. 

In the workshops we develop individual mission statements, a vision statement from the mission, and an action plan. It is fascinating to see people become clear about their purpose in life and the excitement that goes with that clarity. The other aspect of this service that I love is the variety of people and groups with whom I have had an opportunity to work--judicial staffs, probationers, corporations, church retreats, university groups, and political candidates. 

E: Yes, I've heard about this program before. Next, would you tell us about your training as a coach?

C: A participant from a workshop told me about the Institute for Life Coach Training, which fit perfectly with the needs that arose from the seminars and workshops. Life coaching helps participants to work from their mission to the vision of that mission, and then move forward with an action plan to live it.

E: Oh, yes, I can see how coach training fits perfectly with this program in which you were already certified! Now, could you tell us what led up to you winning a contract with the United States Naval Academy to use this program in their Character Development Program?

C: The word I would use for winning the contract is perseverance. I met personally with two different directors of the Character Development program at the Academy over the past four years and I continued to contact them periodically over that time frame. My own tenacity and belief in the benefits of personal mission statements for the Academy may have had an underlying impact. 

When the actual contract came through, my own coach, Christopher McCluskey, was an immense help in dealing with my own qualms about personally presenting in that environment. My initial presentation was in August to the staff and some department heads. Chris suggested I use the fact that my husband was a former Navy pilot and my son is currently a Marine Lieutenant as a connecting link in the staff presentation. That was a very helpful beginning.

I will be returning in November to present to Midshipmen.

E: Claudia, how has having "The Path" program helped you to grow your business?

C: First, my business is based on this program. What I like about this program is that it can go into almost any venue: corporations, individuals, university settings, or spiritual settings. That is what drew me to the program. Second, I believe in it. I believe in having the foundation of knowing your purpose so you can build your life from that purpose in a more meaningful way instead of randomly. This has given me a package that meets an important need and also gives me connections for coaching. Without some kind of program or package, it would be very difficult for me to initiate a coaching process.

E: Do you have any suggestions for coaches who are looking for a program so they can offer it in their coaching practice?

C: I don't really have any specific suggestions other than to look for programs that would meet needs that consistently come up in your coaching practice. My own journey has been the reverse. I came to coaching because of needs that I found in the material I was presenting.

E: Well, Claudia, thank you so much for sharing your story with our readers! We as coaches are inspired and encouraged by your success! 

[Editor's Note: To read a brief commentary by Laurie Beth Jones on Claudia, visit www.jesusceo.com.]

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Add "Buyabilitiy" To Your Coaching Services: Offer Coaching Programs

Social commentators and savvy marketers have been saying for years that people don’t like to be sold, but they love to buy. So make your coaching services easy to buy! Add some "Buyability."

Trust is the first key element of Buyability. Most people will go to great lengths to reduce risk and too often coaches unintentionally give the impression that coaching can be quite risky. After all, coaching is still a relatively new profession and coaching is often "generic" with few time limits and nebulous descriptions of outcomes and benefits. 

Build trust by citing the many reputable articles on this new profession of ours. Align yourself solidly with the profession at every opportunity. Behave always in an ethical manner and provide the very best in quality service. Then make sure your marketing efforts are a clear and attractive reflection of you and what you do.

Another key aspect of Buyability is a clear, specific process and outcome. Instead of fuzzy, generic coaching, design and offer clearly defined coaching programs. Be specific! Lay it right out there for the potential client as to how much it costs, how long it takes, how the program is delivered, what will be expected of him and the exact outcome he will achieve. Answer all the questions before the potential client has a chance to ask. Brevity and precision sharpen the coaching focus and greatly enhance both results and Buyability. 

Buyability must include ease. People like things to be easy, so regardless of how you go about it, make sure it’s as simple and easy as possible for people to learn about, register and pay for your programs. Never underestimate the power of impulse for benefiting both you and your clients.

Once the prospect has signed up for your program, use phones, e-mail, websites, etc. to maintain the all-important dialogue that is the hallmark of successful coaching. Keeping your program short also makes it easy for your clients to see quick benefits. 

A solid return on investment (ROI) is essential. Sometimes it seems that everybody wants something for nothing, or as close to that as they can get. People will more likely buy your coaching programs when the cost in time, energy and money is low while the benefits and outcomes are big. As you design your coaching programs, be sure to keep the cost as low as possible. Describe the outcomes as specifically and tangibly as possible and the benefits as big as possible without stretching the truth.

Remember potential clients want to buy! Make it easy for them. 

Ruth Ledesma is a master creative strategist, at various times carrying titles of professional coach, counselor, researcher, educator, author, speaker, consultant, program designer and more. Her focus has always been on maximizing the best potential of individuals and organizations. She conducts an international coaching and consulting practice from Chapel Hill, NC. www.RuthLedesma.com

 

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Choosing a Program that Fits Your Style and Coaching Practice

Whether you are a seasoned coach or a new coach just starting out, you may be thinking about adding a program to your repertoire to enhance your appeal to prospective clients. For your strategy to succeed you must choose your new program wisely. As you consider potential programs, ask yourself the following questions. 

Does the program fit your specialty? Another way to ask this question is: Will the program you are evaluating help your key clients reach their goals more effectively? In addition to providing results for your clients, you must think about how your clients and colleagues will perceive this new program. Will it strengthen their understanding of what you do or dilute it? Be careful not to add so many programs to your repertoire that you confuse those you market to. 

Does your personal coaching philosophy blend with that of the program? Look closely at the creator’s words. Do you and the author use similar ideas and terms to describe key concepts? If so, the program most likely blends with your philosophy. If, on the other hand, the descriptions and concepts seem a little foreign to you, beware. It’s possible the program might lead to awkward coaching interactions if you are not able to be truly yourself when working with the program. 

How are you most comfortable working with clients? Each coach has his/her own favorite way of working with clients. Some prefer to work one-on-one by telephone in short sessions; others prefer longer sessions in person. Still others like to work with groups in a teleclass format or a workshop format. Is the program well suited for the way you like to work with clients? 

Is the program flexible? Does the licensor allow or encourage you to modify the program to fit the needs of each client? If your coaching conversation uncovers a rich tangent can you follow that thread to reap the rewards of discovery? At any given time can you move around in the program to cover the elements that are most relevant to your client?

What kind of support is provided with the program? Your success with the program depends on how much you know about the program and how to present it to prospective clients. How do you learn to use the program? Does the training method work for you? Does the training include information about how to market and sell the program? Do you receive marketing materials as part of your licensee package? 

After you receive your training and practice using the program with several clients, find a creative way to announce the program to clients, friends, and colleagues. Giving people a first hand experience through a teleclass or workshop enables them to speak about you and your work from their heart. The more they talk, the more referrals you are likely to receive. 

Carol L. McClelland, Ph.D., author of Changing Careers For Dummies and The Seasons of Change, is the creator of the "Career Clarity Program" - now in its 5th Edition and available to coaches who enjoy helping clients create meaningful careers that fit them to a "T." For information, visit: www.seasonsofchange.com/coaches.

 

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Patrick Williams with an Important Message

After hosting and personally attending Consulting Resource Group’s 3-Day "Train-the-Coach/Trainer Workshop" with Ken Keis, President of CRG last month - I am now recommending that ALL my coaches and colleagues attend this training! I am so impressed with the CRG resources, they will now be included as part of the Institute's Coaching Certificate Program.

If you:

What a vision, and what a company! Before I attended the 3-Day (30-hour) workshop I had no idea of the breadth, depth and refreshing philosophy of CRG. When one of our colleagues (a Ph.D, no less) in the program stated that the CRG program provided more value for the investment than any other program she had ever attended, I could not have agreed more. 

Plus this program qualifies for 30 credit hours through ICF's Accreditation.

I apologize if this sounds bold of me, but do whatever it takes to get to Ken’s program. Get all the information you need to make a wise decision, but go. The CRG team is extremely helpful - they even provided a payment plan for one of my attendees so they could attend.

To register click here. 

When: October 23-25, 2003
Where: Toronto, ON, Canada
                or
When: November 20-22, 2003
Where: Vancouver, BC, Canada

Finally, all I can say is that this company has the best and most varied assessments and resources for coaches, leaders, sales, teams, educators and consultants which will help you build your practice or business. I believe my new relationship with CRG to be essential to the future success of the Institute. If you attend the CRG training it will soon become a critical component to your own success as well.

So register now.

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Building an Integrated Service Package

There is an increasing interest within the coaching industry in creating integrated packages of products and services that generate multiple revenue streams and serve clients better. In my own work, I have created a set of criteria that others may find helpful.

For years, I’ve coached clients and taught coach development workshops. My work is built around the Septet coaching model, named for the seven essential coach roles that it describes and embodies. The model serves as a roadmap for using each Voice as a distinct contribution to a mindful process of reaching the client’s outcomes. 

I am currently in the process of expanding these services into an integrated package with four elements and the potential to add others. These are 1) a full-length book, 2) coaching and coach mentoring, 3) a website with a range of on-line, multi-media, and downloadable tools, and 4) retreats that provide opportunities for in depth experiential learning and feedback.

I offer the following criteria for designing integrated service packages. Each of the four elements in my system:

Let’s look at these.
First, each element provides an accessible, self-contained approach to learning. A person could read the book without touching other elements. A person could also attend a North Carolina seminar, practice coaching, receive video feedback, and put the ideas into practice without reading the book. Each is valid independently; each addresses the needs of particular learning styles.

Second, each component adds value and depth to the others. A curious reader of the book will most likely wish to explore on-line assessment tools. A retreat participant may want on-going support as she integrates the model into her own practice. By adding additional learning modalities, the experience of the user is more full and powerful. The system provides complementary choices of involvement opportunities. 

Third, each of the components has a unique market, and provides a different pathway into the system. The bookstore browser may be an entirely different person than the coach searching the web for resources on mindfulness in coaching. The diverse elements of the package provide multiple entry points to the system; each element will have a distinct market strategy and appeals to a different target market.

Lastly, each of the components has multiple linkages to the others. The book can be purchased from the website; retreats offer a limited time discount on coach mentoring. Promising clients, interested in developing their own coaching skills, are invited to retreats. Integration creates multiple pathways from each to the others, and makes it easy for interested people to become more deeply involved.

Down the road, additional components can be added. Licensing and certification are possibilities, along with additional teleclasses, teleforums, and other forms of support. The criteria for adding other components will be the same, so that each works as part of an integrated whole. 

The actual elements of your system will likely look very different from what is described here. However, these four criteria provide the basis for a robust business model. Developing successful integrated packages of products and service offerings is a great strategy for building a thriving and fulfilling coaching business. 

Doug Silsbee is a consultant/coach in Asheville, NC. He has taught diverse clients in 11 countries. Based on his Buddhist practice, Doug helps practitioners use their own work as a pathway to mindfulness and self-mastery. His forthcoming book is The Mindful Coach: Seven Roles in Developing People. See website: http://septetcoaching.com.

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Packaging Life Coaching Services: A Case Study

The following case study on services packaging is based on work with several clients. Carla is the name we will use for our composite client.

Profile of Carla’s Business

Carla has a thriving, established business as a professional career coach. She is nationally respected, both for quality and service. She has solid infrastructure, staff and support services in place. Even with outstanding client results (typically $10,000 over the previous job) and a gift for helping senior executives find their dream job, she was worried she wouldn’t reach her revenue goal for the year. 

Within eight weeks of restructuring her packages, Carla’s business showed a 36% increase in revenue. She has more time, really enjoys her clients, and refers the lower-profit-margin clients to other coaches, for which she collects a referral fee.

Before and After

When we started working together, Carla offered a dozen different packages (with an average of $75 between package price points) ranging from a basic resume service, to high-end coaching and interview preparation for former CEOs and company owners. 

We consolidated the 12 offerings into four, and substantially increased fees for the top-end packages. The New Packages look like this:

Guidelines for Creating Your Own Powerful Packages 

1) Know intimately and be prepared to solve the top three fears/concerns/problems of your ideal prospect in the niche/specialty you serve or want to serve. 
2) Have client results (quotes, stories) to demonstrate ROI (return on investment) for the fees you set on your packages. 
3) Perceived value of your packages must be inescapable. 
4) Your two most expensive packages should be overwhelmingly attractive. 
5) Have a very high-end package above the one you really want to sell most.
6) List clearly, in bullet format, the contents of each package. 
7) Use reprints of articles and public domain materials ­ they can add surprising value to your packages, and cost you little or nothing to add to your packages. 
8) Incorporate your existing materials, articles, and Top Ten lists. 
9) Packages must be:

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A Short Story: Using a Program to Transition from Discovery to Master Trainer

I am an independent organization development consultant, facilitator of adult learning, and executive coach. For the past 11 years, I have conducted Myers-Briggs seminars in leadership, team building, and personal development events, and individualized career coaching for clients. Throughout my management career at IBM in the '80's, I participated in Myers-Briggs seminars at least five times in tandem with leadership and personal development training. I found the information gratifying for myself, since I scored my profile as "ENTJ" consistently, and intentionally tried to live up to "the world's leader" description this profile defined. 

In 1992, I left IBM expressly to launch a consulting and training practice and to write. My first activity was to engage in extensive study and practicum to become qualified to make use of the Myers-Briggs Type Indicator in my training, team building, and career coaching. I took the instrument again during this four-day event and scored ENFJ. The description nailed me. I became instantly clear why so often I'd felt ill from performing as an "ENTJ" in a management culture that respected it, modeled it, and recognized it. 

By 1997, still in private practice, I was introduced to The BrainStyles System® and within six months, I was so convinced of the value of BrainStyles from both my clients' and my own personal evidence that I studied to become a Master Trainer. I shifted my offerings to lead with BrainStyles in my training, consulting, and coaching practice, and co-developed training and coaching agendas, materials and tools with author/researcher Marlane Miller. 

Since 1998, I have trained and certified others from around the world in The BrainStyles System, while continuing to bring its principles and lessons to client organizations, teams, entrepreneurs, individuals, and recently to couples, partners, and parents. As BrainStyles author, Marlane Miller asserts, "Leaders go beyond what they see (how you show up) to what is beneath the behaviors, to the talents and thinking processes of the individual, and leverage those for better outcomes and higher satisfaction for all. We all have that capacity to go beyond what we see, to create limitless possibilities".

Linda Bush is a creative, enthusiastic, and results-oriented facilitator, consultant, author and speaker with 25 years combined experience in business management, leadership and human resource development, and in all levels of public and private education. She is recognized as a "master trainer" and "life-altering speaker" by clients. You can contact her at (940) 686-0200 or lindabush@bushanderson.com.

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