April 24, 2018


I wrote this article for the purposes of exposing what’s entirely wrong with the coaching industry.

Not to moan, but to raise awareness and raise the bar on best practices when it comes to running a coaching business. We all have different ways of working but ultimately from a client perspective we need to give them THE BEST experience possible if we want our business to thrive and the coaching industry to improve its’ reputation.

This article is a stand against those who operate and sell off hype.

Let’s get known for the RIGHT things… our expertise and our excellent reputation!

The things below are the exact reasons people are refusing to use the word coach to describe themselves. I suggest that instead of refusing to use the word coach, we own it and raise the standards.

  1. Ghosting

You know the ones… they’re happy to speak to you as long as you keep on paying them. The moment the money stops, so does that cherished relationship. Now I’m all for ending the service, but genuine relationships and manners not so much. Do they not realise the lifetime value of a happy client? Clearly NOT! Happy clients buy time and time again!

  1. Over Promising

‘Oh yes you can have that too!’ ‘This programme will definitely cover that and more’** Terms and Conditions apply.

You have to decide on your boundaries and if you choose to bend them you have to see it through. Don’t offer the ‘extras’ unless you’re willing to follow through on what you agreed to do. Simple as!

Oh and while we’re here… anyone been told one thing on the phone and signed a contract saying something entirely different which has then been used to back up why they haven’t followed through? Yes, we should all take responsibility for what we sign, but deliberately telling someone something different on the phone, that’s sneaky! Not only sneaky but wholly unethical and branches into number 3…

  1. Mis-Selling

They know it’s not the right product for you, but their goal isn’t your results, it’s their bank balance and they want you in to hit their target. It’s sad but true that this and number 2 happens all too often.  Putting money before client results will lead to a bad reputation and sore pockets for the victims. Jessica Lorimer Sales and Leadership Coach takes a BIG stand against this and practices non-icky ethical sales best practices. Her words – ‘If you don’t step up and sell, someone much worse at what you do will instead’ Which leads us nicely to number 4!

  1. All Talk No Value

The way the industry has taken a bad turn is in the low entry point into coaching, meaning many Coaches are teaching Coaches how to sell a lifestyle – Bali, LA, the beach, nice house, financial and time freedom… but the Coaches they are teaching have no real expertise behind them, they just know or have learned ‘how to talk a good game’. Or indeed the Coach teaching them how to sell doesn’t have any real, ethical sales skills either.

They too have learned to dangle the secret to success, which in their case is a cheese ball cliché on how you only have to believe it and it will happen… but you’ll only find that out about this so-called magic pill ONCE you pay! A word of advice, don’t take their word for it, there is no ‘one thing’, they should show you their value before you decide to pay.  The realisation that this was actually happening put me into a genuine temporary depression. The day of realisation was the day I stopped comparing myself and owned my expertise proudly.

Surely we should be known for our expertise, instead of how much money we have.

  1. Copy Cat’ing

This is harder to spot but if you catch wind of someone stealing and copying someone else’s content whether that be marketing material or actual programme material, NEVER touch these people with a barge pole. It’s the lowest of the low! Yes, we all have to learn somewhere, but there’s a big difference between learning and assimilating information once you’ve implemented and gained success yourself, but blatant copy and paste!!?? Ain’t nobody got time for dat!

  1. Flaking

You’ve taken the plunge, invested a heck of a lot of money and you’re ready for transformation…

‘I’m so sorry but can we take a rain check on today, I’m having a bad day’

Now I’m no angel, I have had to rearrange a couple of times but it’s because of circumstances outside of my control and on rare occasions. We’re human and we run our businesses to be flexible. At the end of the day though, we’re running a business and the world doesn’t stop just because you don’t feel like it today. A level of commitment is required, and serial cancellations is not a commitment to the client’s success.

  1. Fluffyness

Now this one is where it gets slightly controversial. I’m talking about the Coaches that offer to help with anything for anyone. Now that’s a lovely sentiment but I personally don’t think it’s ethical. You cannot be a master of all things. If you don’t communicate what outcome you deliver, then how can you ethically sell your services. I also don’t believe that these people are experts in their field and with the level of incredible expertise there are out there, I’d be hard pushed to trust anyone who says they can help me with all things! Particularly with my own experiences. What do you think?

The answer?

Set clear boundaries and expectations for you and the client and commit to them. People like to know where they are and what they can expect; not only in terms of knowing the expected results but what’s required on their part and what they can expect from you. Treat others how you’d like to be treated… be fair, transparent, honest and committed. Their success should be important to both you and them. And if the client is not 100% committed to their own success, avoid THEM at all costs.

Do you believe there is an 8, 9 & 10?

Comment below and let me know what you think they should be and they may make the final blog piece giving you a little mention!

Share your opinions and experiences below…

****And if you’re someone who owns incredible expertise and are currently trying to niche down to avoid the fluff and become a truly desired reputable go-to Coach, then click here to register for the 5 Steps to Use Your Unique Power to Convert Clients with Ease this Thursday at 8pm BST/UK Time…

👉Here’s the link to register for the training! https://my.demio.com/ref/4agAmeFp8mMJtXZ8

For those that attend live and watch to the end will also be entered into a prize draw to win a 121 Coaching session with me.****

About the author 

Jennifer Hall

Jen Hall is Business Clarity Coach for Coaches, Consultants & Experts who want to become Unrivalled Go-To Experts.

Jen not only gets you clear on your micro-niche, message and what makes you unique and desirable, but she helps you to define what makes you an irrefutable offer to the market so you can position yourself as a high-end 'must have' option for your prospects.

She is a Multi-Award Winning Speaker and Best Selling Author of Expert Unrivalled.

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