How to Fill Your Unused Coaching Capacity
October 11, 2018
Last week, we at Learning in Action, turned our attention to what we could do to help you fill your unused coaching capacity. (That time when you could be and would want to be coaching, if you had the coachees to fill it.) We are passionate about helping coaches thrive in their chosen profession.
And we believe that both coachees and coaches can languish because of the challenges in finding each other. Marketing, sales and promotion are not necessarily a strong suit for many coaches. And most coachees don’t know the first thing about coaching, coaches, what they are looking for or where to find them.
That’s why we hosted our monthly podinar, Coaching At Capacity: How to Fill Your Calendar with Paid Coaching Time. We invited Chip Carter, Senior Advisor with LeaderJam and the Institute of Coaching, to talk with us about platforms that match coaches to coachees. If you’d like to watch and/or listen to our 90 minute conversation, you can tune in here.
Note: We’re grateful to Chip Carter for providing all the platform information in our podinar, and for verifying the information. This blog is based on that information.
Some of you reading this blog may have no idea what we mean when we talk about Coach Platforms. So here is a brief description that I’ve made up (because this space is so new I haven’t seen it referenced anywhere):
A coach platform is a platform that matches potential coachees (people who want coaching) with coaches.
For purposes of this blog, we’ll focus on three primary types of platforms:
- B2B (business to business)
- B2C (business to consumer)
- Coach companies
We’ll describe each of these types of platforms below and give examples.
B2B Coach Platform
B2B coach platforms match companies who want to offer coaching to their employees with coaches who they’ve invited onto their platform. Examples of B2B platforms include BetterUp, Coaching Right Now, Profitable Leadership, and LeaderJam, which is soon to be launched.
Platforms like these approach companies who want to create a consistent coaching program throughout their company but don’t have or want to invest in the expertise to do it themselves. Or companies who want to democratize coaching as part of their culture, and make it available to a broader cross-section of their employees.
Also, these platforms find coaches with excess coaching capacity who want to be part of their network of coaches. Many of these platforms are looking for coaches at all experience levels who have more coaching time than they can sell themselves. And because the prospective coachees in companies on the platform are at all levels of the organization, these platforms need coaches at all different price points (and therefore levels of experience).
Each platform’s vetting of coaches is unique. For the most part, coaches submit information to these companies about their background, experience, education, certifications, credentials and areas of expertise. The platforms will perform some kind of interview and background check.
As a condition of bringing a coach into their network, the platform might require the coach to follow certain processes or procedures around coaching engagements and/or get some additional education in certain assessments they use frequently (e.g. MBTI, DISC, StrengthsFinder).
Side Note/Soap Box: Do yourself and everyone who would benefit enormously from working with you a favor! Discover, create, develop YOUR unique expertise in the coaching space. Determine a compelling way to articulate it. (Read my blog about it here.) You can focus on a specific target market (e.g. I focus on CEO/business owners); you can specialize in a type of coaching (e.g. wellness, Narrative, mindfulness, neuroleadership); you can develop an expertise that cuts across all coaching (e.g. Emotional Intelligence (EQ), Conversational Intelligence (CiQ), Neuroscience, Somatics). There are unlimited options. Use one of them!
Many of us got the impression from coaching school that we shouldn’t or need not specialize – which is the quickest way to commoditization of our industry, as far as I can tell. (You can even get your unique expertise from us at Learning in Action. We frame, teach, measure EQ like no one else on the planet. Learn more.)
B2C Coach Platform
B2C platforms create a marketplace for people who want coaches to find coaching. Examples of B2C platforms include LiveCoach, Ace-Up, CoachMarket (focuses on career coaching). These platforms provide you with a place to list yourself and your work to be reviewed by potential coachees (either within companies or the public) for matching. The difference between B2C and B2B is that with B2C, you have to promote and differentiate yourself and you are effectively competing with many other similar coaches in the marketplace. A B2B platform will likely have fewer coaches than a B2C platform. It is in the best interest of those who run a B2B coach platform to curate the expertise and experience level of the coaches for diversity (and less overlap). While these platforms aren’t exactly TinderForCoaches, for coaches to be successful in gaining clients on these sites, they are going to need to either 1) stand out in some way – particularly in their unique experience, education, or expertise or 2) charge below what similarly experienced coaches charge. (Refer to SoapBox, above.)
These organizations are less of a coach platform and more of a company that hires coaches to be part of their team, full or part time. Examples include Center for Creative Leadership (CCL) and LHH/Knightsbridge (which I believe has a strong focus on career transition). These are excellent organizations, IMO, and working with them would likely feel more like working for a company than working for yourself.
Pros and Cons
The overview of these services provided by Chip Carter with LeaderJam lists the pros and cons of each type of platform and you can see them on this grid. In short, the more freedom you want, the more responsibility you have for promoting yourself. And the more money you want to make, the less freedom you are likely to have. And the better you are at articulating who you work with, what they get from your work and the reason to believe it’s true (because of your deep expertise and experience doing that), the more money you’ll make and the more freedom you’ll have. (Are you detecting a theme? 🙂 )
How to Pick a Platform
We asked Chip the question, “How does a coach pick one of these platforms? What are the factors they should consider?”, and he created this document for us. Thank you, Chip. I encourage you to read through the options, consider the pros and cons and determine the best answer for yourself. And I’m going to do something we coaches don’t usually do: give you some advice. (I’m cringing even as I write the word advice.) Here goes:Choose the platform (or no platform) that will allow you to do the most coaching. The more coaching you do, the better you’ll get and the more likely you’ll be able to create a specialty and/or articulate an expertise. The more able you are to articulate exactly 1) what it is you do 2) who you do it for and 3) what they get from it, the more coachees you’ll attract. When you can articulate what you do, who you do it for and what they get from it in a compelling and unique way, you won’t need any of these platforms. You’ll need an assistant to keep all of your coachees and calendar organized!
Good luck! And let us know how it goes.
Join the conversation.
Posted in: Business of Coaching|Growing Client Base|Industry|Learning in Action