The Coach's Survival Guide

What does it truly take to become a successful coach, and how do you navigate the challenges that come with the role?

1. Credibility is the foundation of a coach’s success

Starting a coaching career can be thrilling, but building trust in a new industry takes effort. Clients want someone they believe understands their world, whether through direct experience or relatable expertise. Without a credible professional presentation, gaining traction in your desired market can feel nearly impossible.

Pro bono work offers an excellent way to gain credibility. By volunteering services in the target industry, coaches can build testimonials and generate referrals. This experience signals to potential clients that the coach understands their world. Leveraging life experiences is another great way to establish credibility. For instance, personal growth achieved by overcoming unique challenges can position you as a relatable and authoritative figure in specific areas of coaching.

Credibility isn't attained overnight. It’s built through consistent action and authentic representation of oneself as a professional in the client’s eyes. Whether through resume-building, networking, or owning your personal story, creating a connection that builds trust is key to breaking into any coaching niche.

Examples

• Simon offered pro bono coaching for corporate managers and used testimonials to gain traction.
• Doreen used her personal experience with divorce and remarriage to become a trusted relationship coach.
• Coaches seeking a niche can reflect on life challenges they've navigated and share how they overcame those situations.

2. Boundaries are integral to healthy coaching relationships

Navigating boundaries with clients is a common challenge. Coaches may wonder how much of their personal experiences they should disclose or how to handle emotionally charged moments, such as when a client starts crying. Crossing boundaries, whether emotional or physical, can disrupt the trust and focus of a session.

Sharing personal stories should be intentional and only if it benefits the client. Using spontaneous or irrelevant disclosures risks shifting the focus away from the client. Similarly, responding to a client’s tears should be approached with care; forcing comfort (e.g., offering a hug) can feel invasive. Instead, holding space through attentive silence allows clients to feel heard and respected.

Understanding and practicing tactful boundary management strengthens the coach-client relationship. Being present while keeping the dialogue productive and centered on the client’s needs enhances the coaching experience. This creates a safe space where clients feel supported without overwhelm or discomfort.

Examples

• Rachel's unplanned disclosure about her miscarriage alienated her client rather than helping.
• A calm, unintrusive response to tears reassures clients that their emotions are safe in the coaching space.
• Humanist therapists use selective sharing to show vulnerability and build rapport.

3. Imposter syndrome is common but surmountable

Imposter syndrome can rob even the most talented coaches of opportunities. This self-doubt often leads to passing potential clients to others, believing someone else is more qualified. New coaches are especially susceptible as they navigate their roles in unfamiliar territory.

Recognizing where this doubt stems from is the first step to overcoming it. For some, it relates to childhood experiences of low self-esteem; for others, it's the challenge of transitioning from professions requiring years of formal study. Understanding that many professionals across various industries face this feeling can make it less isolating.

The antidote to imposter syndrome lies in action. By continuing to provide meaningful coaching, developing expertise, and seeking guidance where needed, confidence grows over time. Embracing discomfort as part of the growth journey can redefine your perspective on what it means to be "qualified."

Examples

• Lauren continuously redirected clients, convinced she wasn’t good enough to help them.
• Clinical studies report that about 70% of people experience imposter syndrome at some point in their careers.
• Professionals transitioning from fields like law and medicine may feel particularly unsettled by coaching’s less structured training requirements.

4. Real-world connections drive business growth

Many new coaches believe that online marketing efforts are enough to establish a client base. While building an appealing website or amassing social media followers can contribute, it’s no substitute for face-to-face interaction. Personal connections remain powerful in building a coaching business.

Activities like attending networking events, delivering presentations, or scheduling one-on-one meetings with businesses allow coaches to engage directly with potential clients. In-person interactions make a more lasting impression, giving clients the confidence to invest in your coaching services.

Coaches often face the hurdle of sales discomfort, but pushing through this is essential for lasting business growth. Genuine conversations about what you offer can transform curious individuals into long-term clients.

Examples

• Luke spent a year focusing only on social media and secured only two clients.
• In-person networking groups often lead to stronger professional connections than digital strategies alone.
• Presentations targeting prospective clients put your skills on display to a captive audience.

5. Written contracts set the stage for mutual understanding

Clear agreements protect both the coach and the client. Misunderstandings around session boundaries, costs, or the client’s expected outcomes can strain even the best coaching relationships. Written contracts help define roles and manage expectations from the outset.

Contracts can outline practical details like session fees, cancellation policies, and availability between appointments. They also create transparency on what outcomes the client can reasonably expect. Some clients, new to coaching, might feel uneasy without a well-defined plan. A contract reassures them while also safeguarding the coach’s time and resources.

Formality in the beginning doesn’t weaken rapport. On the contrary, clients often feel more secure knowing a professional system supports them. This trust creates a foundation for productive and collaborative coaching.

Examples

• Hailey faced unending calls from a needy client because she didn’t establish rules upfront.
• A clear cancellation policy prevents no-shows from becoming unpaid time slots.
• Outlining confidentiality in contracts reassures clients that their shared information is secure.

6. Navigating competing interests in corporate coaching

Corporate coaching often places coaches in tough situations. You may work with an individual while being paid by their employer, leading to potential conflicts of interest if the two sides have opposing goals.

Balancing these dynamics requires tactful approaches. Coaches should aim to empower employees to assess situations independently by asking reflective questions that may shift perspectives. Alternatively, stepping back as an impartial observer respects the boundaries of professional coaching.

Acknowledging dual obligations without losing the focus of the session is key. Transparency and introspection as a coach ensure all parties feel their interests are fairly approached.

Examples

• Jason struggled when coaching an employee whose company seemed intent on letting him go.
• Employees may desire career advancement while employers seek smoother transitions out.
• Reflecting on workplace dynamics with questions, like asking how a boss views them, shifts awareness.

7. Self-care is essential for effective coaching

Coaching is emotionally giving work, and burnout is a significant risk. Coaches often prioritize their clients at the expense of their own wellbeing, leading to resentment or exhaustion.

Taking regular breaks, setting boundaries on client availability, and developing fulfilling hobbies outside work can recharge your mental and emotional reserves. A coach who prioritizes their own health can give more fully and compassionately to their clients. Self-worth that extends beyond professional success sustains a balanced and rewarding practice.

Encouraging a fulfilling balance between personal life and work reminds clients too that growth is multifaceted – an inspiring example coaches can model.

Examples

• Sam’s lack of balance led to resentment for old clients who demanded constant updates.
• Diana, overworking to meet client needs, began doubting the value of her work.
• Cultivating rewarding hobbies like gardening or reading provides coaches healthy outlets outside of their job.

Takeaways

1. Define clear client expectations with written contracts to avoid misunderstandings and foster trust.
2. Invest time in building in-person connections, even if it feels outside your comfort zone.
3. Prioritize your self-care to maintain a balanced perspective and prevent professional burnout.