The following is taken from David’s interview with Mike Turner in 10 Super Coaches.
What advice would you give coaches about charging clients?
Set a fee rate that reflects the most value you can deliver. Be very clear with clients that this rate reflects the value you deliver. If the client can’t afford this rate, find trade-offs you can make which reduce the amount you charge. For example, you might suggest that if the client commits to a certain number of sessions that you will reduce your rate by, say, 10%. But be clear that the value of your coaching has not been reduced.
Do you recommend offering free coaching?
Generally not, unless their hunger for coaching is very high. If someone is paying, even if only a nominal amount, they are more likely to value and get value out of the coaching.
The following is taken from David’s interview with Leza Danly in 10 Super Coaches.
What words of advice would you give to a coach starting out?
I think the most valuable thing I could impart is that people are not just hiring a set of skills. Most of all, it is your PRESENCE that will have the biggest impact on your client. You can’t fake this part. If you feel powerful in your own life, you will model this for your clients. If you are personally courageous and loving and responsible for your impact, that orientation to life will shape the questions you ask, the compassion you bring and the strength you believe exists in others.
The other piece of advice is to understand that good coaching is emotional. People don’t change by just changing the “doing” in their lives. They change by being different, and that new being produces different actions. The “Just do it” approach can get the ball rolling, but it must be followed up with fundamental change at the level of being. This means emotions! You must be extremely comfortable being with a full range of intense emotion if you want to be a coach. Emotional expression is the fuel of change and the path to reclaiming power.
The following is taken from David’s interview with Rachel Pryor in 10 Super Coaches.
Do you recommend offering free coaching?
I offered free coaching to my first 3 clients, for 3 months, and they helped me to identify the documentation I needed for my practice. After 3 months, I found I began to resent giving away for free, so I stopped. I also occasionally offer free coaching in return for some service, however this is not very effective for me.
Never get into a situation when you have offered free coaching without a limit on the timescale.
The following is taken from David’s interview with Mike Turner in 10 Super Coaches.
Would you advise coaches to pursue certification?
Yes, if only because, as the profession settles down, organizations will increasingly only use certified coaches.
If so, at what stage in their practice, and through which accrediting body?
From as early as possible, be clear what the accreditation criteria are and work towards satisfying them. That way, if the accreditation question comes up, you can say that you are working towards accreditation and state which of the requirements you have met or are close to meeting.
Are there any particular school(s) you would recommend?
The London-based School of Coaching, which is part owned by the Work Foundation (a charity that campaigns to improve the quality of work life). Whilst the fact that I am on the faculty might suggest that I would be biased, the reason I work with the School is because of the high quality of its work.
The following is taken from David’s interview with Judy Feld in 10 Super Coaches.
What top three methods, in order, did you use to get your clients in the first two years?
Three main methods, all virtual (not in-person):
My first five clients came from a marketing letter to everyone in my rolodex/database. It was small then, only 120 people. It asked for referrals; it did not invite the recipient to be coaches. I only had to send this letter out once.
E-newsletter – essential. I launched mine in 1996, and have been publishing it continuously since then. It keeps connection, establishes trust, and works hand-in-hand with my website. Provides a “call to action”.
Website- essential. And rare in 1995. I think I was one of the first 10 coaches to have a website. It becomes your “virtual place of business” and allows people all over the world to connect at any time. Provides a “call to action”.
The following is taken from David’s interview with Robert Cornish in 10 Super Coaches.
What advice would you give coaches about charging clients?
Ultimately charge them what you feel good about receiving, charging more ore less than that will hamper how you are serving them in your coaching. (You will likely have very little success in attracting clients who will pay more than what you are comfortable receiving anyway).
How did you deal with the coaching/charging friends issue?
I coached a couple friends when I was in the certification process, I charged them a nominal fee or traded services. Otherwise I avoid coaching friends, because unless you are able to absolutely distinguish the line between the two both relationships are compromised. It takes a lot more effort to do that.
Do you recommend offering free coaching?
Not as a rule, free coaching isn’t generally valued by the client because they are putting zero energy and commitment to it. I do offer pro-bono coaching under special circumstances like 9/11 or other economic/personal tragedies.
