The Business of Executive Coaching

Ellie Scarf
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The executive coaches out there know that coaching is very rewarding, but the business of executive coaching can be confusing, frustrating and unnecessarily opaque. Join senior executive coach Ellie Scarf each week as she shares practical business advice, tips she’s learnt from her mistakes and her mentors, and the latest business ideas translated for the executive coaching context. Join Ellie and her guests and be inspired by the possibilities for your executive coaching business!

  1. Do your proposals win or lose clients?

    4H AGO

    Do your proposals win or lose clients?

    In this episode, I’m talking about proposals, and specifically why they matter so much when you’re working with corporate clients. Proposals aren’t just a document you send after a conversation. They’re an asset. They create shared clarity, they build trust, and they’re often what gets circulated internally when your sponsor is trying to get funding or buy-in for the work. So the way you put them together really matters. Listen in as I walk through some of my key tips for your proposal writing process. If you’d like support building your corporate coaching business, including strengthening your proposals, offers, and sales conversations, let’s talk! You can learn more about the Corporate to Coach Accelerator at elliescarf.com/cca or book a call at elliescarf.com/bookacall to explore whether it’s the right fit for you.

    18 min
  2. Ask Me Anything episode! Outreach, confidence and visibility!

    FEB 22

    Ask Me Anything episode! Outreach, confidence and visibility!

    Every now and then, I like to gather a selection of questions I’ve been asked and share an ‘ask me anything’ style episode. So buckle in while I talk through the issues that are on your mind. In this episode specifically we are looking at some fundamental topics. We dive into a challenge almost every coach will have to grapple with - namely, how to approach outreach when it feels awkward, including practical strategies to build consistency and realistic expectations around what actually converts. I was also asked how best to share our corporate work (such as testimonials and success stories) in a way that builds credibility without feeling braggy. And I’ve been asked this one quite a few times - what is the difference between legal contracts and coaching contracts in organisational coaching work?  The last topic I cover is a conversation about visibility, including having professional photos taken and why they might help in more ways than having a bank of images for websites and socials!  If you have a question you’d like to answer in my next AMA episode, please do get in touch on LinkedIn or drop me an email!  If you’d like deeper support building a sustainable coaching business with more corporate clients, you can learn more about the Corporate to Coach Accelerator at elliescarf.com/cca or book a call at elliescarf.com/bookacall to explore whether it’s the right fit for you. I’d also love to hear what resonated most from this Q&A episode, so connect with me on LinkedIn and let me know your biggest takeaway.

    30 min
  3. Could “boring” be your next business strategy?

    FEB 15

    Could “boring” be your next business strategy?

    In this episode, I’m unpacking the subconscious expectation many coaches have, that our business should deliver not just income and meaning, but also excitement and novelty. The challenge is that when we start chasing dopamine through new ideas, offers, or strategies, we often lose consistency with the fundamentals that actually grow a coaching business.Things like outreach,conversations, and showing up visibly over time may not always feel exciting, but they are what support sustainable success. If you’ve noticed yourself getting pulled towards the next shiny idea, this episode will help you rethink what your business is really all about, and how to create your excitement outside of it. If you’d like support building a consistent, sustainable coaching business with more corporate clients, you can learn more about the Corporate to Coach Accelerator at elliescarf.com/cca or book a call at elliescarf.com/bookacall to explore whether it’s the right fit for you.  I’d also love to hear if novelty seeking is a pattern for you, so connect with me on LinkedIn and let me know where you stand!

    4 min
  4. How to use AI without ruining your content (and your connection)

    FEB 8

    How to use AI without ruining your content (and your connection)

    In this episode, I’m touching on a new challenge that those of us with a presence on LinkedIn are experiencing. We have all loved the potential upsides of AI, but if you are like me you have started to feel uncomfortable with AI taking over your voice, and realised that it is very difficult to take it to a level that feels sufficiently human and that captures your way of expressing yourself. So today I’m exploring how you can use AI in your content without losing your voice or your connection with the people you want to reach. If you’ve been unsure how to use AI without sounding it eroding your credibility and your connection, this episode will help you rethink how you work with it so your content still sounds like you. If you’d like to talk about how content fits into the growth of your coaching business, you can learn more at elliescarf.com/cca or book a call at elliescarf.com/bookacall to explore whether the Corporate to Coach Accelerator is the right fit for you. You can also connect with me on LinkedIn. I’d love to hear what stood out for you from this episode.

    20 min
  5. Creative outsourcing ideas to protect your peace (and your profit!)

    FEB 1

    Creative outsourcing ideas to protect your peace (and your profit!)

    In this episode, I’m exploring outsourcing and how it can be a strategic lever for executive and leadership coaches. Outsourcing can free up time, energy and mental bandwidth, both at work and at home. This can include a huge range of tasks, from household tasks to admin, bookkeeping, marketing support and smart systems in your business. I also share some less obvious ways to outsource, including accountability, discipline and decision-making, and how outsourcing to acquire the right tools and support can speed up your learning curve. If you’ve been feeling stretched or overloaded, this episode will help you rethink outsourcing and focus on what matters most. If you’d like support to build momentum with corporate clients, let’s explore whether the Corporate to Coach Accelerator is the right fit for you. Learn more at elliescarf.com/cca and book a call at elliescarf.com/bookacall. You can also connect with me on LinkedIn. I’d love to hear what stood out for you from this episode.

    22 min
  6. How strategic follow up will boost your business THIS WEEK!

    JAN 25

    How strategic follow up will boost your business THIS WEEK!

    As the year gets properly underway, this episode is all about Follow Up, and why it’s probably the most strategic task that you can prioritise at this time of year. Listen in for practical ideas for who to follow up and lots of ideas of how to do it.  From checking in on conversations that turned cold, to responding to organisational change, sharing insights, flagging capacity and price increases, if you focus on keeping follow up relevant and grounded in real conversations you’ve already had you can’t go wrong. If you’ve invested time in meetings, proposals or coffees over the past year and feel some opportunities quietly slipped away, this episode will help you reset and build momentum for the year ahead. If you’d like support to build consistent momentum with corporate clients, let’s discuss whether the Corporate to Coach Accelerator is the right fit for you. Learn more at elliescarf.com/cca and book a call at elliescarf.com/bookacall. You can also connect with me on LinkedIn. I’d love to hear what stood out for you from this episode.

    14 min
  7. 4 ways to get re-inspired for 2026 if you’ve had a rough start.

    JAN 18

    4 ways to get re-inspired for 2026 if you’ve had a rough start.

    As we step back into work after the holiday break, this episode speaks to a feeling many coaches experience at this time of year: coming back to your desk and feeling a bit flat and may be thinking “um… no this ain’t it”.  We aren’t diving into big existential questions about whether you should be in business at all, instead this conversation focuses on normalising those moments of doubt and offering practical ways to reconnect with why you started and where you’re heading next. If you’re returning to work feeling unsettled or less energised than expected, this episode will help you reset and refocus for 2026 with practical tools and a refound inner momentum. If you’d like support to create a clear strategy for your coaching business in 2026, let’s explore whether the Corporate to Coach Accelerator is the right fit for you. Book a call at elliescarf.com/bookacall or learn more elliescarf.com/cca, and don’t forget to connect with me on LinkedIn -  I’d love to hear what stood out for you from this episode.

    23 min
  8. So what do you actually do? A new take on the elevator pitch. Best Of Series!

    JAN 11

    So what do you actually do? A new take on the elevator pitch. Best Of Series!

    In this episode, I wanted to share with you one of the most popular episodes from the last year. This episode is a favourite because it addresses a question that makes many coaches cringe: “So… what do you actually do?” If networking, referrals, or informal conversations play any role in your marketing, how you answer this question really matters. In this episode, I explore why traditional elevator pitches often feel awkward for coaches. Most of us really deeply value service and humility, which can make self-promotion uncomfortable. As a result, we either over-explain our work or downplay it, leaving people unclear about who we help and when to refer to us. I share a simple, stress-free alternative to the standard elevator pitch. If you want a clear, comfortable way to answer “what do you do?” and open the door to more meaningful conversations and referrals, this episode is a great place to start. Listen in and let me know what you think! If you’d like feedback on your own soundbite, feel free to share it with me on LinkedIn. And if you’re curious whether the Corporate to Coach Accelerator could support you as you grow your coaching business, book a call at elliescarf.com/bookacall or learn more at elliescarf.com/cca. And don’t forget to connect with me on LinkedIn.

    16 min
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About

The executive coaches out there know that coaching is very rewarding, but the business of executive coaching can be confusing, frustrating and unnecessarily opaque. Join senior executive coach Ellie Scarf each week as she shares practical business advice, tips she’s learnt from her mistakes and her mentors, and the latest business ideas translated for the executive coaching context. Join Ellie and her guests and be inspired by the possibilities for your executive coaching business!

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