top of page

All the Things Emerging Professional Coaches in NZ Need to Know.

In this blog I'll explore some of the things I believe are important for Coaches building their brand in the Professional Coaching world.

Building Credibility and Establishing a Niche: One of the initial challenges many business coaches encounter is establishing credibility in a competitive market. New coaches often wish they had known the importance of defining a specific niche and building expertise in that area. Without a clear focus, it can be challenging to attract clients and differentiate oneself from other coaches

In my Diploma of Professional Coaching that I did through the Southern Institute of Technology we learned about creating our ideal Avatar. Naively I believed that if I did this activity well enough that I would have fine tuned my clients and I would be able to hit a bulls eye with my marketing and create the ultimate coaching practice. In the beginning of launching my business PROFILE Coaching it was tempting to cast the net wider and offer more services in the hope that I would gain more customers and make money faster. Tips to new coaches - rule out the kind of coaching you do not offer and avoid the temptation to go wide.

I am definitely not a Life Coach, a Health Coach, a weight loss Coach, a sports Coach, an energy Coach, a vibrations Coach, a give up addiction Coach, a dating Coach or a financial Coach. I am a professional development coach who works with teams in organisations to assist them to grow and develop their emotional intelligence skills.

Navigating the Client-Coaching Relationship: The dynamics of the coach-client relationship can be complex. Coaches may face difficulties in setting clear expectations, maintaining boundaries, and effectively communicating with clients. Understanding the nuances of building a strong rapport and fostering trust is vital for successful coaching relationships.

When I began discussing my services with potential clients I felt tentative; the world of coaching is still so young and new and many people needed me to explain what I meant by coaching. I realised that I needed my elevator pitch sharp and ready. When someone asks me what I do this is it.

I specialise in unlocking the potential of individuals and teams. By focusing on improving Emotional Intelligence , I empower clients to enhance their self-awareness, foster effective communication, reduce conflict and cultivate strong leadership skills. It's so important to be able to articulate clearly who you are, what you offer and how you will do it.

Marketing and Self-Promotion: Many new coaches wish they had a better understanding of marketing and self-promotion strategies. Building a client base requires more than just coaching skills; it demands effective branding, networking, and online presence. Developing a robust marketing plan is essential for attracting clients and sustaining a coaching practice. Social media is a hungry beast and many coaches give up in the early stages seeing no reward for their efforts. Every new coach needs to develop themselves as an expert with something to offer that is needed. This is something that many Kiwis feel uncomfortable with, many people want to be able to coach without creating credibility first.

Proposal writing is a very important skill for new coaches to develop and fine tune. Proposals should be going out to potential clients regularly in order to create opportunities. Coaches need to understand and get comfortable with SWSWSWMO "Some Will Some Won't So What Move On".

Handling Resistance and Difficult Clients: Dealing with resistance and challenging clients is an inevitable part of the coaching journey. New coaches often find it surprising that everyone will not just accept what they have to say. Recently I worked with people who had faced multiple redudancies; some of them had a fear that they would be the next to go and this had an impact on our coaching conversation. A few of the team members were suspicious of me and wondered if I was part of the redundancy pathway.

Learning effective strategies for managing resistance and handling difficult situations is crucial for maintaining professionalism and achieving positive outcomes.

Balancing Business and Passion: Passion for coaching is a driving force, but coaches often wish they had known the importance of balancing their passion with the practicalities of running a business. This includes managing finances, setting realistic goals, and implementing effective time management strategies to ensure long-term success. Developing a cash-flow stream is a top concern of emerging coaches. Most coaches will likely manage their own invoicing, reconcilations and gst returns. Self employment is liberating but can also be crippling if you are unable to set limits on your own time and effort. You can be sucked dry by the necessity to build your business and the desire to want to do it fast.

Continuous Professional Development: The coaching landscape is ever-evolving, and coaches need to stay ahead by continuously updating their skills and knowledge. Many new coaches wish they had recognised the importance of ongoing professional development from the outset, including attending workshops, obtaining certifications, and staying informed about industry trends.

Since completing my Diploma of Professional Coaching I have added to my toolbox

1. A Masters level paper in Counselling skills from the University of Canterbury.

2. Three career papers from NMIT.

3. Master Trainer Certification from HR Profiling Limited in Extended DISC Profiling.

The Importance of Practical Coaching Skills Training:

Amidst the challenges, one aspect stands out as paramount for any aspiring business coach: practical coaching skills training. While theoretical knowledge is valuable, the ability to apply coaching techniques in real-world scenarios is what sets successful coaches apart. Practical training equips coaches with the tools to navigate challenging situations, build effective relationships, and achieve tangible results for their clients.

Investing time and resources in practical coaching skills training can provide new coaches with the confidence and competence needed to overcome obstacles and thrive in their coaching careers. Whether it's mastering active listening, asking powerful questions, or conducting impactful coaching sessions; honing practical skills lays the foundation for a successful and fulfilling coaching practice.

Becoming a business coach is a rewarding journey that comes with its share of challenges. Understanding the nuances of the profession, coupled with practical coaching skills training, can empower coaches to navigate these challenges successfully. By acknowledging the importance of ongoing learning and embracing the dynamic nature of coaching, aspiring coaches can set themselves on a path to long-term success in this field.

If you are an emerging coach who is interested in learning more, gaining practical skills and learning from coaches who are in organisations and are actually coaching for a living then you might be interested in this event in Christchurch 14-16 May 2024.

22 views0 comments

Recent Posts

See All


bottom of page