Leadership coach, performance coach, life coach, career coach, success coach, transition coach … call it what you want, the list goes on. Today, it seems there are as many different types of coaches as there are individuals in the workplace.

As an executive coach for more than 16 years, I’m often sought out by veterans and military spouses interested in the same career path. When we have tremendous life experience, high value skills and expertise, and a service-oriented approach, coaching can be a great fit.

But where do you start in exploring the coaching path? Here are some of the common questions I’m asked. Based on my own, individual experience, here’s how I answer them:

1. Do You Need a Coaching Certification or Credential?

Before you seek out clients, decide how you’ll coach: Will you ask questions and guide your client to solve their issues (traditional coaching) or offer more advice and solutions (less traditional)? Both styles have their place.

A coaching certificate from an accredited coaching institution is certainly an option if you’re seeking the systems and processes to effectively coach someone to success in their career. There are organizations whose credentials focus more on corporate positions, nonprofit leaders and ones that are more holistic in the mind-body-spirit connection. 

Before embarking on certification, be clear on which skills, tools and resources you hope to gain. For example, do you need to understand how to ask questions and help clients get unstuck? Are you looking for support with resources and networking? Do you seek credibility from a certificate?

Today, you do not need a coaching certification to work with clients. If you can effectively articulate your process and methodology, establish your personal and professional brand as a coach, and understand the goals and needs of your clients (and help them get there), you can coach individuals.
 

2. How Do You Find Clients?

This is typically the hardest part of any business. Generating clients can be done through traditional advertising, but that can be costly.
 

In addition to using online resources, consider the power of word-of-mouth marketing and referrals. When someone has had a positive experience working with you, they are a great ambassador for your brand and services. Consider spending time and resources to curate a referral program to encourage people around you to share your services with others they know.
 

3. How Important Is Social Media to Growing a Coaching Practice?

I think of social media as free advertising. Online, you can share content that helps potential clients understand what you do and why they might want to hire you. Your current clients can learn more about your skills and approach.

Build your online personal brand to be visible and focused on your coaching offer. Social media platforms are where potential clients are, so that’s where you should be. But deciding which platform depends on your target clientele. Professionals tend to be on LinkedIn. Parents, content creators, athletes and students tend to be on platforms such as Instagram, TikTok or X, formerly known as Twitter. Start with highlighting what you offer and how you work, then share your coaching philosophy and passion. Clients are attracted to the process but more so the person.
 

4. Which Skills Are Most Important to Being an Executive Coach?

What I love about coaching is that no two clients want the same thing. This means no two coaches must do things the same way. I believe a good coach should be empathetic, understanding, intuitive, resourceful and specific. Clients often don’t know where they need help, and a coach can figure that out. Also, skills involving goal setting, emotional intelligence, business knowledge and sociology are helpful. People and teams are complicated, and helping a client untangle from a job mess requires an understanding of their environment.

In addition to those mentioned above, I think a good coach truly cares about their clients. They see their clients as real people with real issues and can establish credibility and trust quickly. 

When it comes to style, some coaches are tougher (think high school football coach or drill sergeant style), and some are gentler (think Mary Poppins). The rest of us are in the middle. The best advice I can offer a new coach is to develop your style, not someone else’s. This is the most real way to advise and guide a client to success.
 

5. Can You Make a Good Living as a Coach?

Absolutely! Many coaches today (myself included) work with clients virtually as well as in person. This means I can work with a client in Australia, West Africa, France and New York on the same day. 

Decide how you’ll work: Will you coach in-person only? Online? This might affect how your income flows. Will you be available between sessions to advise on email? 

You can also join professional groups, teams and associations of coaches who’ll offer networking and lead-generation opportunities. You might even team with other coaches to form a coaching company and highlight your different approaches and styles.

As an executive coach to executives, entrepreneurs and professionals in more than 30 countries, much of the reward I get from coaching is not monetary. I derive tremendous gratification and happiness from helping clients navigate difficult situations, build their confidence and find more meaning in their life and career.

If this sounds like something you’d enjoy, too, then go for it!

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