Overview

This practical guide is for anyone contemplating coaching as a career: coaches in training, coaches already trained and hoping to build a thriving business. This totally revised second edition offers step by step guidance on what to do: • What does it take to succeed as a coach? How long does it take? • Why it matters to get practice clients and where to find them • Why is it so important to think like a buyer rather than like a seller? • What can you charge? • How do you make yourself distinctive in a crowded market? • What do you need to do to attract clients? Which marketing materials and methods pay off and which are a waste of time? • How can you exploit social media? • Overcoming your fear of selling: how to sell with integrity • Going for growth: what is involved in building an even bigger business? “Jenny Rogers has the rare ability to offer the lessons of decades of experience in ways which are practical to implement and easy to absorb. This book is comprehensive – offering both high level concept and lots of important details on the kinds of things that differentiate the successful coaching professional from the crowd.” Phil Hayes, Chairman, Management Futures, UK “Another great book from Jenny Rogers... As always with Jenny’s books, a new edition does not simply mean a few typos corrected and a couple of new references.” Jane Cook, Managing Director,  Linden Learning, UK “In a marketplace crowded with quick fixes and unrealistic promises, this book is a breath of fresh air!"" Leni Wildflower, PhD, PCC, Knowledge Based Coaching in the Workplace, Fielding Graduate University, USA “This book is a must read for anyone who wants to earn a living through coaching."" Susan Binnersley, MD h2h resources limited, UK “This is a book that challenges and inspires, and you will find yourself recommending it to other people, who may not even be coaches.” Margaret Kelly, Executive Coach, Margaret Kelly Consulting, UK & Ireland “This book is an obvious must for anybody who wants to build a coaching business. But I would also recommend this inspiring and comprehensive book to anybody who thinks of different options in their professional life.” Dorota Porażka, Vice-President of the Board, DORADCA Consultants Ltd, Poland “I strongly recommend this book.” Ana Oliveira Pinto, Executive Coach, Portugal “This book is a must for coaches wanting business success.” Jacqui Harper, INSEAD lecturer, Communication Coach, Author, Speaker “A must-read for anyone wanting to build a coaching business.” Mark Wakefield, Director, Vogel Wakefield, the counter-consultancy, UK ""A clear, systematic and down-to-earth primer on how to start, build and maintain a professional coaching business."" Clare Brigstocke, Executive Coach, Lateralshift “Jenny Rogers’ earlier Developing a Coaching Business has been a mainstay for Meyler Campbell Graduates for years, but this new version is even better.” Daniel Burke, Chairman, Meyler Campbell

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Jenny has been teaching adults throughout her career, starting with 18 year olds in a College of Further education who didn’t really want to be there and branching out to adult education and over the last sixteen years, management development and training other executive coaches. She has an international reputation as a coach, consultant and writer on learning and leadership issues. She is widely experienced as a consultant in organisational development and works as executive coach to many directors and chief executives in leading public and private sector organisations. As well as her work as a college lecturer, Jenny has also worked as a freelance journalist, commissioning editor and for twelve years as a BBC television producer where one of her projects was the 'discovery' of Delia Smith. She also ran the BBC’s management training department for three years in the early nineteen nineties. Jenny has a keen interest in psychological assessment and her books on the MBTI – Sixteen Personality Types and Influencing Others through the Sixteen Personality Types – and on the FIRO-B (co-authored with Judy Waterman) sell well on both sides of the Atlantic. She is Series Editor for the Open University Press series Coaching in Practice.

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