As professional coaches, we set out to make an impact for our clients while building a sustainable coaching business.
Coaching clients are willing to pay a good price for coaching, provided the value they are getting is higher than the price. Coaches provide great value when their coaching impact is high.
So, how do you raise your coaching impact?
Last year, I wrote a post on how to move your coaching clients forward horizontally and vertically. This post is all about supporting them to climb the vertical (transformation) scale.
I’m going to give examples on what a client may want to work with you on:
Goal 1: “I want to start going to the gym.”
This may be a starting point for a coaching relationship to begin. That’s fine.
As a great coach, you would not settle here, not for a surface kind of goal – you would explore with the client to move up the vertical coaching impact scale.
You have a higher vision for your client. As you listen to his potential, you hear more, you see more.
You challenge him.
Let’s look at Goal 2.
Goal 2: “I aim to lose 5 kilograms in 2 months.”
As you can see, Goal 2 has a higher impact than Goal 1.
This is the more desirable end goal.
And again, you would not settle here. You would want to help the client to discover the purpose behind the goal.
You probe and challenge with powerful coaching questions.
Goal 3: “I want to look great and have boundless energy.”
Now, Goal 3 is certainly more exciting and compelling than the first two goals. You may notice that from his non-verbal signs, the client comes alive just by talking about this new goal.
If you’re a coach who can help him achieve that, your coaching value has been raised more considerably.
What if you can elevate the client to the next level? What does the next level look like for the client?
It’s not about using more coaching questions. It’s about evoking the key insight that unlocks everything – one insight is all that’s needed.
Goal 4: “I want to be comfortable in my own skin, regardless of others’ opinion on me.”
As you can see, you’re not just working with the client on achieving a surface goal and just taking actions, you’re now working at the level of his self-esteem and identity – it’s at the level of his being. That is more powerful and has great value to the client.
This may be the true ultimate goal that is most fulfilling for the client to achieve. Or you can attempt to climb up the impact scale again with the client. Maybe he is just contented to achieve Goal 3.
You see, everyone has a unique definition of what success means to him or her.
As a coach, you explore, test and stretch his limits to see where he wants to go. Always seek permission to go higher and deeper.
The example above was from a real coaching case. Let me paint another example in business coaching.
Goal 1: “I want to fix the most pressing problems within the company.”
Goal 2: “I want to double my revenue by the end of next year.”
Goal 3: “I want to bring the company to the next level in the industry.”
Goal 4: “I want to be loved as a leader by my associates, and recognized in the industry.”
Goal 5: “I want to raise new leaders, to see them surpass my accomplishments.”
As you can see, it’s possible to move the client up the vertical scale of coaching impact, beyond the horizontal transactional kind of coaching.
The higher the impact, the higher the transformation is required. Sure, it’s a more challenging and longer journey. And you become a more valuable coach to your client.
Remember, all clients have their own unique meaning of ultimate success, and what their next level of transformation looks like. They would not discover it if their coach would settle for the lower levels of the impact scale.
As a coach, you believe in your clients more than they dare to believe. Seek out their potential and their light hidden deep inside. That’s transformational.
And sometimes, to achieve the ultimate goal, it’s not about the client anymore – it’s about a vision bigger than him or her. It’s off the charts. That’s transcendental.
How do you raise your impact and value in your coaching? I invite you to share with us in the comments below.