186. Why a Relationship-Based Coaching Business is the Key to Long-Term Success with Caryn Gillen

Today, we're diving deep into something I have discussed many times from a slightly different perspective. Almost every coach faces challenges when we realize that in addition to doing the work we love, we also have to run a business. The idea and practice of having a coaching business can be overwhelming, but it certainly doesn't have to be. 

If you want to build a coaching business that reflects your values—where deep relationships, service, and long-term sustainability are front and center—this blog is for you. It's so common to hear about the goals and strategies of other business owners and coaches and think you need to do everything they are doing. BUT, that’s not true.  Not even close.  Everyone has different values, different gifts, and different desires. The key to the real success you are craving, is a unique business that comes out of your natural abilities and human connection. 

I interviewed Caryn Gillen on the podcast - she is a powerhouse. Caryn helps coaches create businesses they “don't have to recover from.” Wow, if that’s not a statement, I don’t know what is. She shows coaches that their businesses can work for who they are as a person and the life that they have. Your coaching business can serve your clients, you, your family, and the community you live in–and that's what you'll hear about in this blog.

Caryn and I are aligned in our mission in this regard.  In fact, this is exactly what called me to reach out to her for an interview. We both believe that a business built with authenticity is one that puts our clients' best interests at the forefront of what we do. I can't wait for you to read more about this here.  You’ll realize that you're not just building any business, you are building your business–and there are so many ways to help you make your business work for you so you can do what you love without the overwhelm. 

Why your coaching skills are also your sales skills

I want to highlight one beneficial idea for us to consider as coaches building our business. There are activities in our business that are quick-win activities, and then there are activities that are more for long-term growth. There's not an exact line that is differentiated, but one example is the goal of growing your email list–that will promote long-term growth. But if you're focusing all your energy on growing your list, that will probably not bring in a new client immediately. The connections you make and the discussions you engage in will be the key activities that attract your clients.

When it comes to these meaningful relationships, I like to remind my Master Coaches that they are people who want to help and make a difference. We don't become coaches because we are simply “looking for a way to make money.” We begin because we love coaching and connecting with people. Since this is our focus, it's easy to think that we're just not good at sales or marketing. But caring about people–genuinely caring about them–is selling.

You can build a consistent and sustainable coaching business

Caryn has been in business and been a business coach for many years. She has excellent insight into some of the best things she did when first starting and some shifts she made in order to create more sustainability in her coaching business. 

When Caryn became a coach 15 years ago, she charged $20 a session. She is still in touch with one of her clients who paid that price, and he has referred people to her who have paid full price now. This story emphasizes the importance of a relationship-based coaching business. Initially, Caryn was willing to say yes to anything that got her working with clients, getting a dollar through the door, and getting her some...