The Shocking Truth About Coaching

By , Speaker, Author, Coach, Storyteller

Solo-E Certified Solo Entrepreneur Expert

Lisa Bloom - Speaker, Author, Coach, Storyteller

I know this sounds dramatic.

And it may not be news to you.

But I’m blown away by how many people don’t know this.

I was sitting in a coffee shop with a close friend of mine. I had just finished coaching school. Despite years of corporate experience and training managers in coaching skills, I had just spent nearly two years going back to get a thorough coaching education. I wanted to know the language, the most up-to-date techniques an technologies. I wanted to know for sure that this is a real profession and not just a popular fad.

And I was convinced. I fell in love with coaching, not just because of the cool community of international students and teachers, but because of the powerful transformations I witnessed in my fellow students and my clients.

So there we were in the coffee shop and I was telling my friend all about my new career. I was incredibly excited about this new direction that my life was going in. I loved that I was planning to make a business out of my interest and passion.

And then she made the comment that changed everything.

She said, so, who actually wants coaching? Who will you work with?

And I didn’t know how to answer. I mean, from the look on her face I could tell that she just didn’t get it. She couldn’t even imagine the kind of transformations I had experienced.

And she certainly had no interest in the idea of coaching.

It took me some time to realize what was missing. I was so in love with the process and techniques of coaching that I had missed the point.

So, here’s the big secret. Here’s the truth.

The shocking truth about coaching is that no-one wants it.

Yes, I’m serious, there may not be a person on earth that actually wants coaching.

They don’t want coaching, they want the results that coaching provides. They want the transformation in their life and business that coaching can give them.

So when we coaches get all excited about our process, we get all worked up about our system…we’re telling the wrong story.

It’s a simple as that.

We need to tell the story of the transformation. What do we really stand for? It’s not the weekly meetings or the powerful questions. It’s not the safe space we create or the amazing accountability.

It’s the simple story I tell people when they ask me ‘what is coaching’?

I say this.

Coaching is many things. Every coach may describe it differently. But what I know is that when I work with a coach, I am on target, focused and achieve my goals. I am motivated, positive and see enormous possibility and potential in every interaction, in almost every moment.

And when I’m not working with a coach? I do all the above, just A LOT less, significantly less, life-changingly less!

So, the shocking truth is that your clients don’t want a process, they don’t want coaching; they want to lose 20 pounds. They don’t want coaching; they want empowering relationships. They don’t want coaching; they want to find true love. They don’t want coaching; they want to make more money.

That’s the shocking truth! Tell the stories that describe the results, the transformations. Then, they’ll come running!

Lisa Bloom, founder of Story Coach Inc. helps entrepreneurs and business owners beat overwhelm, stress and discomfort with marketing to find confidence, attract ideal clients and make more money by finding their success story.  You can download Lisa's ebook "Using Stories to Get Great Clients" at

© Copyright 2012 Lisa Bloom

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