How to get the first clients as a new coach: 1. Work with a Mentor, to get wiser and blossom faster 2. Let your ex-colleagues and your friends know how you want to serve others 3. Winners just fight longer... 4. ...yet don't put yourself under too much pressure 5. Always be yourself, authentic, humble and vulnerable 6. Choose a maximum of 3 coaching areas which make 'your heart sing' 7. Don't 'present' what you do to prospects. Coach them instead so they find out what they need. 8. Become ICF-certified

1. Masterclass with Jean-Francois Cousin, MCC
@ ICF Singapore
rd
Igniting and leveraging your business…
Do’s and don’ts learnt the hard way!

10. Work with
a Mentor,
to get wiser and
blossom faster!

11. Let your ex-colleagues and your friends
know how you want to serve others

13. Always be yourself,
authentic, humble
and vulnerable!

15. Work hard, but don’t put yourself
under too much pressure!

18. www.greatness.coach

19. Choose max. 3 coaching areas
which make ‘ your heart sing ’
Your
Purpose
Your
capability
Market
demand
+ $

20. Don’t ‘present’ what you do to prospects,
coach them instead so they find out
what they need

21. Become
ICF-Credentialed

22. 1. Work with a Mentor, to get wiser and blossom faster
2. Let your ex-colleagues and your friends know
how you want to serve others
3. Winners just fight longer…
4. …yet don’t put yourself under too much pressure
5. Always be yourself, authentic, humble and vulnerable
6. Choose max. 3 coaching areas which make ‘your heart sing’
7. Don’t ‘present’ what you do to prospects…
Coach them instead so they find out what they need
8. Become ICF-Certified
How to get the first Clients as a new coach…

23. • Don’t drop your prices
• Increase your prices
• Price according to your targeted clients (Different
pricing/Package model)
• Pro bono/pay it forward/”barter” coaching (offer
‘limited’ coaching experiences)
• Open to all opportunities - Say “yes”
• Partner with someone who’s good at what you are
not
How to get the first Clients as a new coach…
YOUR ideas ☺

24. • Ask for ideas and perspectives from others
• Pull out when you know you are not a fit
• Be consistent in how you show up
• Build relationship before the need arises
• Start with existing relations
• Tell people your skills – Get someone to tell you
the skills you have which you don’t know you have
• Be smartly authentic
How to get the first Clients as a new coach…
YOUR ideas ☺

27. How we need to ‘be’ as coaches when
we attempt to attract new clients

28. Think of your ‘posture’, your way of being…
c
and it’s ripple effects on a prospect you meet

29. Think of the ripple effects of your being on a prospect you meet…
How are you being when your prospect
becomes keen to hire you?

30. 8 traits of a coach enabling Greatness in a Client
• Authentic and humble
• Holistic listener
• Learner of Client’s Greatness
• Non-judgmental thinking-partner
• Comfortable with not knowing, with failure, trusting process
• Empathetic, yet detached from outcome
• Courageous feedback-provider
• Supportive challenger
Coachee
Coach

31. Coach’s posture
Coachee’s posture
with the coach
Coachee’s posture
with others
Ripple-effects on others
around the coachee
Holistic listener
Makes sense of her/his
thinking, personal
‘experience’ and
emergent learning
Listens to make others’
thinking visible
Think and contribute at
best, listen and help to
make others’ thinking
visible
Empathetic, yet
detached from
outcome
Accountable for
outcome, makes sense
of conversation
Holds others
accountable, in
adult-to-adult
relationships
More accountable,
in adult-to-adult
relationships with others
Non-judgmental
thinking-partner
Crosses boundaries,
attains self-acceptance
Less judgmental
thinking-partner
Think more freely,
less judgmental of others
Learner of Coachee’s
Greatness
Learns and gains
self-awareness as s/he
‘teaches’ the coach
Open to be taught by
others
Gain self awareness of
one’s thinking, grow
confidence; open to be
taught by others
Shifts in coachee’s posture,
triggered by the coach’s posture

32. Coach’s posture
Coachee’s posture
with coach
Coachee’s posture
with others
Ripple-effects on others
around the coachee
Learner of Coachee’s
Greatness
Learns and gains
self-awareness as s/he ‘teaches’
the coach
Open to be taught by others
Gain self awareness of one’s
thinking, grow confidence;
open to be taught by others
Authentic and humble Authentic and humble Authentic and humble Authentic and humble
Holistic listener
Makes sense of her/his thinking,
personal ‘experience’ and
emergent learning
Listens to make others’ thinking
visible
Think and contribute at best, listen
and help to make others’ thinking
visible
Non-judgmental
thinking-partner
Crosses boundaries,
attains self-acceptance
Less judgmental
thinking-partner
Think more freely,
less judgmental of others
Comfortable with not
knowing, with failure, trusting
process
Comfortable with not knowing
and with failure
Comfortable with not knowing and
with failure
Comfort with uncertainty
and with failure
Empathetic, yet
detached from outcome
Accountable for outcome, makes
sense of conversation
Holds others accountable, in
adult-to-adult relationships
More accountable,
in adult-to-adult
relationships with others
Courageous
feedback-provider
Grows self as a
‘work in process’
Asks for and offers courageous
feedback
Grow self-awareness and genuine
self-esteem
Supportive challenger Experiments outside
of comfort zone
Supportive challenger Experiment outside
of comfort zone
Shifts in coachee’s posture,
triggered by the coach’s posture

33. A. Setting the Foundation
1. Meeting Ethical Guidelines and Professional Standards
2. Establishing the Coaching Agreement
B. Co-creating the Relationship
3. Establishing Trust and Intimacy with the Client
4. Coaching Presence
C. Communicating Effectively
5. Active Listening
6. Powerful Questioning
7. Direct Communication
D. Facilitating Learning and Results
8. Creating Awareness
9. Designing Actions
10. Planning and Goal Setting
11. Managing Progress and Accountability
https://coachfederation.org/core-competencies
ICF Core Competencies

34. Invitation: practice the posture of
‘a learner from the client’s Greatness’
as you improvise a ‘chemistry session’ with your neighbour
Client
Coach
Suggestions of questions to ignite the session:
• What theme(s) have you thought of
reflecting about in coaching?
• What makes it/those important to you?
• At a deeper level, what is it all about?

35. Cross-pollination
Practical ideas that ignite and leverage your coaching business
and heighten your chances of success with potential Clients

38. ICF Communities of Practice
• Virtual groups of coaches interested in a specific
topic area
o Platform for sharing best practices, emerging trends,
tools and tips
o Professional development through SME presentations
and facilitated discussions
• ICF Member benefit (free for ICF Members)
• Join at https://coachfederation.org/communities-
of-practice

39. ICF Communities of Practice
• Current ICF Global Communities of Practice:
o Career Coaching
o Coaching and Human Capital
o Coaching Science
o Ethics
o Executive and Leadership Coaching
o Government Coaching
o Health and Wellness Coaching
o Internal Coaching
o Life Vision and Enhancement Coaching
o Team and Work Group Coaching

40. Business Development Series (BDS)
• Mixture of OnDemand and live virtual education
designed to help you build, sustain and expand a
successful coaching business
o Live education is every other year
▪ Next live education in 2020 and will offer an ICF Member
discount on registration price
▪ The entire BDS 2018 package is available for purchase
OnDemand at http://bit.ly/2IGa5h8 (ICF Member discount
on price)
– Helps you define your practice, market your expertise, cultivate
your audience and get to work
– Features branding guru William Arruda as host with a number of
business development SMEs

41. ICF Converge
• ICF Converge is an in-person, dynamic global event
designed to strengthen connections within the
coaching community and offer cutting-edge learning
opportunities through networking and multiple
education tracks
• 2019 event will offer a “Build” track to help coaches
expand and diversify their business and inspire those
interested in building a coaching culture within their
organization
• ICF Converge will take place October 23–26, 2019, in
Prague, Czech Republic and will offer an ICF Member
discount on registration price

43. ICF Research
• The following are conducted by
PricewaterhouseCoopers
o Consumer Awareness Study
▪ Helps coaches better understand consumers and market coaching
services accordingly
▪ Most recent iteration released in 2017
▪ Free for ICF Members
o Global Coaching Study
▪ Provides an up-to-date picture of coaching
▪ Coaches can use data to help establish pricing, other services, etc.
▪ Most recent iteration released in 2016
▪ Executive Summary is free to ICF Members
▪ New iteration will be released in 2020

44. ICF Research
• Building a Coaching Culture suite of research
o Conducted in partnership with the Human Capital
Institute
o Explores components of strong coaching cultures and
how organizations use coaching to achieve strategic
objectives
o Coaches can use info to help market services to
organizations
o Most recent iteration released in 2018 and focuses on
coaching’s role in organization’s change management
initiatives
o Free for ICF Members

46. Marketing and PR Resources
• Many resources available in Member Toolkit at
coachfederation.org including:
o ICF logo to promote commitment to industry standards
and ICF’s Code of Ethics.
o Press release and media alert templates and guides to
announce newsworthy information about your coaching
business to the media
o Marketing flyers
o Sample coaching agreements
o Client testimonial release forms
To access the Member Toolkit, you must be logged into coachfederation.org under your ICF Member profile. Then, you can click
on your name in the upper righthand corner of the website to access your profile information and the Toolkit.

47. ICF Coaching World Blog
• Coaches share their insights, tips and tools via
https://coachfederation.org/blog
• Variety of categories to read from including
“Business Development,” which includes articles
than can help coaches grow and sustain their
business
• Opportunity to establish self as a thought leader
in coaching if would like to contribute articles
o More information available at
https://coachfederation.org/submit-an-article

48. Credentialed Coach Finder Listing
• CCF profile listing at
credentialedcoachfinder.com
o For ICF-Credentialed Members
o Free searchable directory that
allows for potential clients to
connect with a coach
o Don’t forget to update your
profile
o Consider Enhanced Listing
for extra profile features

51. Sharing your learning
‘Amongst what I learnt today, I will integrate “XXXX” in the
way I develop my business! ‘
‘Yes, and…’
‘Yes, and…’
Go 2 rounds!

53. Jean-Francois Cousin @JF_Cousin
Website: www.greatness.coach

54. Masterclass
Thank you so much for your contribution!
Masterclass with Jean-Francois Cousin, MCC
@ ICF Singapore
rd