The Business Of Coaching

Sarah Short
  • 4.1 (7)
  • MARKETING
  • UPDATED WEEKLY

To be a coach, one must have clients. To have a coaching business, those clients must be ones who pay. This podcast is designed to support qualified coaches to build robust, financially viable coaching businesses.

  1. 2 DAYS AGO

    Credentials Don't Bring Clients

    In this episode, Sarah explores a common but damaging myth in the coaching profession: the belief that hitting a specific milestone - whether it’s 75 coaching hours, ACC, or PCC - is the gateway to a thriving business. Sarah discusses why building hours is not the same as building a practice and how the current credential-focused culture can actually bypass the essential skill of client acquisition. The Milestone Myth Many coaches invest significant time and energy into reaching credentialing milestones, expecting their phone to start ringing once they achieve them. However, milestones arrive, and nothing shifts because clients do not appear simply because a threshold was passed. Credentials cannot compensate for a lack of client acquisition skills. The Problem with "Coaching Coaches" The easiest way to accumulate hours for credentialing is through reciprocal coaching with other coaches. While this helps tick a box, it creates several long-term issues: Artificial Environment: Coaching someone who understands the process (contracting, action-setting, etc.) is more straightforward than coaching a non-coach. False Security: Non-coaches lack the coaching framework; they may be less focused, speak a different language, and might even ask for advice - challenges reciprocal coaching doesn't prepare you for. Bypassing Skills: It is possible to reach the highest level of qualification without ever having a single paying client of your own The Cost of Pro Bono Reverence Pro bono work is often admired as noble and generous in the coaching community. However, Sarah argues that this reverence creates a culture that prioritises free work over learning how to find paying clients. Business Sustainability: You cannot sustain a business without income. Coach Attrition: Many talented coaches disappear from the profession because they were led to believe credentials would bring business, and when that fails, they see no path forward. A Different Approach: Client Acquisition as a Skill Sarah suggests that client acquisition is a professional skill that requires dedicated study and practice, just like coaching itself. It does not develop automatically through pro bono or reciprocal work: "We're producing qualified coaches who have no idea how to build a business. And then we're surprised when they fail." Book a strategy call: Visit ⁠thecoachingrevolution.com⁠ and click on any "Book a Call" link. Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠⁠⁠⁠⁠

    7 min

  2. 30 APR

    Success Leaves Clues with Fran Sweeney

    In this inspiring episode, Sarah Short sits down with Fran McSweeney, a veteran of the UK charity sector who transformed her career at age 60. Fran shares her unique journey of navigating leadership with hidden disabilities and her passionate mission to bring the next generation of disabled leaders into senior roles About the Guest: Fran McSweeney Fran has dedicated over 30 years to major UK charities, including Citizens Advice, Shelter, and the RNIB, specialising in service delivery and management. Despite being born with visual impairments and later discovering a benign brain tumour that affected her vocal cords, Fran successfully navigated a high-level career in leadership, often without even realising she was officially "disabled" until her mid-30s. Today, she combines her Master’s degree in Coaching and Mentoring from Oxford Brookes University with her lived experience to coach emerging leaders with disabilities. About the Episode Sarah and Fran discuss the intersection of professional coaching, personal identity, and the commercial realities of building a business. Key highlights include: The "Hidden" Disability: Fran shares the astonishing story of how she "winged it" through school and the first decade of her career as a legally blind person without a formal diagnosis until age 36. Breaking the Leadership Glass Ceiling: Why there is a lack of representation for disabled people in senior leadership and how Fran is working to change the internal narrative that keeps talented individuals from stepping up. The "Nail Your Niche" Game Changer: How a five-day challenge helped Fran realise that coaching expertise and marketing expertise are two entirely different scales—and why clarity is the ultimate confidence booster. The Pro Bono Trap: A candid discussion on the value of professional coaching and why "getting over ourselves" regarding money is essential to building a sustainable business. Communicating Value: Why most coaches struggle to articulate what they do in a way that non-coaches can understand, and how Fran finally "found her voice" to explain her worth. Ready to find your own focus? Join our next free Nail Your Niche challenge. You can register at ⁠thecoachingrevolution.com/nailyourniche⁠ Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠⁠⁠⁠

    19 min

  3. 23 APR

    Why Isn't This Working?

    If you have done the research, read the books, and followed the webinars, yet seven months in, you are still not seeing inquiries, this episode is for you. Sarah explores why intelligence - the very thing that has likely made you successful in other professional areas - can actually become a roadblock when building a coaching business. Why Intelligence Can Work Against You Many high-achieving coaches assume they can improvise their way through client acquisition because they are good at picking up new skills quickly. However, marketing for coaches is genuinely counterintuitive; the principles that make you a great coach often do not translate to effective marketing: The Improvisation Trap: Clever people often try to improvise on a flawed foundation, which only builds a bigger mess rather than a sustainable business. Consuming vs. Doing: There is a significant difference between reading about business and the professional practice of client acquisition. Without feedback and accountability, absorbed frameworks remain theoretical and fail to produce commercial results. The "Niche vs. Chasm" Problem Sarah identifies the primary place where coaches go wrong: having a "niche" that is actually a chasm. Saying you work with "entrepreneurs" or "managers in transition" feels specific, but it is often too broad to be heard by potential clients. A real niche is the intersection of a "Who" and a "What": The Who: A specific profession, industry, or sector down to the job title (e.g., Managing Directors of family businesses with £1–5M turnover). The What: A specific problem in that context (e.g., rebuilding confidence after redundancy). When you have both, you know exactly where to find your clients, what language they use, and what keeps them awake at night. Is Your Content About You or Your Client? Sarah breaks down why "knowledgeable" posts often result in zero inquiries. The Problem with "Coach Speak": Coaches love talking about self-awareness and limiting beliefs, but 97% of the population doesn't have a goal and doesn't wake up wanting "coaching". The Customer's Reality: Clients wake up with problems, like an upcoming board meeting or an inability to delegate. Expertise vs. Empathy: Potential clients don't care about your post-nominals or unique methodology. They care if you demonstrate that you understand their specific worry and their specific life The Reality of the 82% Failure Rate Statistics show that over 80% of qualified coaches fail to build a viable business within two years. This is rarely a reflection of coaching ability or lack of hard work. Instead, it is a reflection of failing to treat client acquisition as a professional skill separate from coaching. Most coaches fail because they are winging it without proper training, feedback, or accountability. Adding more tactics (like posting five times a week instead of three) to a broken strategy will not fix the foundation. Ready to stop improvising and start building a foundation?If you want to talk about your specific niche and get a clear plan for your coaching business, let's connect. Book a strategy call:Visit thecoachingrevolution.com and click on any "Book a Call" link. Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠⁠⁠⁠

    16 min

  4. 16 APR

    Success Leaves Clues with Susanne Muller-Hubsh

    In this eye-opening episode of The Business of Coaching, Sarah speaks with Susanne Muller-Hubsh, a former mayor in Brussels whose journey into coaching began under the most extreme of circumstances. Susanne shares her transition from the high-stakes, often dangerous world of politics to becoming a specialist coach for leaders navigating intense public pressure. About the Guest: Susanne is a German-born lawyer and former politician who has lived in Brussels for nearly 20 years. After years serving as a political advisor, she was elected as a local councillor and eventually served six years as a Mayor, managing major urban development and public space projects. Seeking to balance the negativity of political life, she pursued a Master’s in Positive Psychology and Coaching at the University of East London, which ultimately provided her with a new career path. About the Episode: Sarah and Susanne discuss the unique challenges of coaching individuals in roles where personal safety and public reputation are constantly at risk. Key highlights include: Life Under Protection: Susanne recounts the harrowing period when she was under police protection and had to move her family due to death threats and harassment sparked by her political work. The Gap in Support: Why standard coaching or therapy often falls short for politicians, who need someone who understands the "normal" (yet shocking) realities of political life without being overwhelmed by them. Transitioning the Message: How Susanne navigated the difficulty of returning to social media after experiencing intense online hate, and how she cleaned her digital presence to build a new, supportive platform. The "Men in Politics" Surprise: Susanne discusses why her coaching practice, initially intended for women, has seen a rapid uptake from male politicians who recognise their needs in her specific marketing message. Language is No Barrier: Working across French, Dutch, English, and German, Susanne shares how the fundamental pressures of political life are universal across Europe. Ready to find your own focus? Join our next free Nail Your Niche challenge. You can register at thecoachingrevolution.com/nailyourniche Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠⁠⁠

    24 min

  5. 9 APR

    The Clients You're Afraid of Losing Don't Exist!

    In this solo episode, Sarah tackles the number one roadblock facing almost every coach: The paralysing fear of niching. Sarah breaks down the psychological trap of "staying broad" and explains why your desire to keep every door open is actually the very thing keeping you invisible to the clients who need you most. Key Takeaways: Possibility vs. Opportunity: Many coaches protect "possibilities" that aren't actually real. A possibility only becomes a real opportunity when a specific person finds you, trusts you, and feels your message speaks directly to their situation. The Reticular Activating System (RAS): Generic messages are literally disregarded by the human brain. If your marketing is written for everyone, it triggers no one's internal "radar," making your business invisible. The "Niche vs. Chasm" Trap: Sarah shares the story of a coach who thought "first-time managers" was a niche, only to realise it was actually a wide, non-specific chasm that failed to resonate with any particular sector. Amplification Through Focus: Committing to a specific audience doesn’t shrink your reach; it amplifies your voice. Real clients with specific problems are only likely to find you when you speak their precise language. Ready to stop being invisible? The mentors at The Coaching Revolution have built thriving businesses by being very specific, and we can help you do the same. Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠⁠

    6 min

  6. 2 APR

    Success Leaves Clues with Janet Davies

    About the Guest Janet Davis began her professional journey at the age of 15, driven by a motivation to become a pharmacist. After studying at Nottingham University and completing clinical training in the NHS, she transitioned into the pharmaceutical industry, where she spent the majority of her career. Janet climbed the corporate ladder to reach global leadership levels, managing teams and navigating complex organisational cultures. After nearly four decades of full-time employment, the disruption of the pandemic led her to a period of deep reflection, ultimately resulting in her retirement at the end of 2022 to "find the shape of herself". Today, she is a qualified coach, credentialed through the International Coaching Federation (ICF), specialising in guiding others through the emotional and psychological transitions of retirement. About the Episode In this episode, Janet and Sarah explore the "insidious" nature of corporate culture and the long road to reclaiming one's true identity after decades of "fitting in". Janet shares the "six-month advice" that actually took 16 months to fulfil—the time it truly took to "detox" from work and feel like herself again. Key discussion points include: The Goldfish in the Pond: How corporate values and unspoken rules shape us so subtly that we often don't realise we've been "chiselling bits of ourselves off" to fit the mould.The Weight of Identity: Janet discusses her personal journey with body image and mindset, and how shedding physical weight became a metaphor for moving closer to her "real self". Professionalising Coaching: Why Janet sought out high-standard training involving psychology and neuroscience rather than just relying on her previous management experience.The Reality of Marketing: Janet’s transition from a highly regulated industry where social media was a "legal risk" to finding her authentic voice on LinkedIn and even TikTok.The Magic of Validation: The experience of signing her first paying clients and seeing them validate the "ideal client" profile she developed during her training. Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠

    36 min

  7. 26 MAR

    Success Leaves Clues with Beverley McCluskey

    In this episode of The Business of Coaching, we sit down with Beverley (Bea) McCloskey, a former corporate pharmaceutical professional turned successful coach. Bea shares her powerful journey from the high-stakes world of big pharma to a catastrophic burnout that eventually became the "gift" that launched her business. If you’ve ever felt like you’re spinning 25 plates at once—or keeping 25 browser tabs open in your brain—this conversation is for you. About the Guest: Beverley (Bea) McCloskey is a specialist coach and mentor with a deep-rooted background in the corporate pharmaceutical industry. Having spent much of her career in field-based roles for global giants like AstraZeneca, GlaxoSmithKline, and Novo Nordisk, she experienced firsthand the transition from high-performance sales to leadership and dedicated coaching roles. Bea’s professional journey took a pivotal turn following a catastrophic burnout and a diagnosis of chronic fatigue syndrome, triggered by a combination of high-pressure work and challenging personal circumstances. After a two-year recovery period, she transformed this lived experience into a successful business. Today, Bea focuses her expertise on helping women in the pharma sector—her "ideal client" who mirrors her own experiences from 15 years ago. She works with high-achievers to help them navigate the pressures of corporate life, avoid burnout, and rediscover joy in their careers by balancing soft and hard power. Key Takeaways: The "Tell-as-Coach" Trap: In many corporate environments, coaching is often mistakenly used interchangeably with "training" or simply telling people how to do their jobs.The Cost of Perfectionism: Bea reflects on how her perfectionism wasn't about excellence, but rather an "away motivation" fueled by a terror of making mistakes.The Reality of Burnout: Burnout isn't just about working too hard; it’s a multifactorial collapse of resilience often triggered by a combination of personal and professional challenges.The "Niche" vs. The "Chasm": Having a broad niche like "women in danger of burning out" can feel like a chasm where no one can hear you. Success comes from a "tight focus" on people who share your specific lived experience.Employee vs. Business Owner: Transitioning from an employee mindset to a business owner mindset requires a "different manual". Simply replicating corporate structures (like expensive websites and VAT registration) doesn't equate to having a business if you don't have clients. "I thought I had a niche, but it was a chasm and no wonder no one could hear me... My words were just words. They were not targeted." — Beverley McCloskey Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠

    20 min

  8. 19 MAR

    Success Leaves Clues with Dorothée Dorsch.

    In this episode of The Business of Coaching, Sarah Short is joined in the studio by Dorothée Dorsch, a high-level communications specialist turned executive coach. Doro shares her powerful story of how a high-stakes corporate career led to a dramatic physical wake-up call and how she used that experience to build a professional coaching practice that resonates with senior leaders. About the Guest: Doro Dorsch Doro spent nearly 30 years climbing the career ladder to reach the highest levels of business area responsibility in the marketing and communications sector. Her daily life involved managing global teams, navigating complex internal office politics, and making high-stakes decisions for major companies. After a stress-related health crisis, Doro discovered the transformative power of coaching and now specialises in helping senior marketing and communication leaders navigate the same pressures she once faced. About the Episode Dorothée and Sarah discuss the transition from "hiding behind a corporate logo" to building a personal brand with precision and courage. Key highlights include: The Body's Warning: Doro recounts the frightening moment her body stopped "politely telling" her it was too much and began "screaming" via a stress-related hearing loss.The Loneliness of Leadership: A deep dive into the "3 a.m. worries" and the "is this it?" feeling that plagues many successful senior leaders who have ticked every societal box but lack happiness.Marketing with a "Long Breath": Why even a marketing expert needs a structured process and a supportive community to maintain the persistence and consistency required for business growth.Early Success: Doro shares the "German realistic" approach to her business and the joy of signing her first corporate client much earlier than expected.Professional Credibility: How following a clear process led a client to choose Doro over other coaches, specifically because of her professional materials and consistent messaging. Have you enjoyed this episode? Find out more and take the FREE quiz at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://thecoachingrevolution.com/⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠Join the FREE Facebook group at: ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://www.facebook.com/groups/buildacoachingbusiness⁠⁠⁠

    24 min
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Ratings & Reviews

4.1
out of 5
7 Ratings

About

To be a coach, one must have clients. To have a coaching business, those clients must be ones who pay. This podcast is designed to support qualified coaches to build robust, financially viable coaching businesses.

Information

  • Creator
    Sarah Short
  • Years Active
    2023 - 2026
  • Episodes
    133
  • Rating
    Clean
  • Copyright
    © Sarah Short
  • Show Website
    The Business Of Coaching

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