How to Open & Operate a Financially Successful Personal and Executive Coaching Business: With Companion CD-ROM


In the U.S., the average professional coach makes roughly $150-$200 per hour. It is not uncommon for a seasoned coach to make well over $100,000 per year. If you are good at motivating and inspiring people, a coaching business may be a great choice for you.

As a professional coach, you will recognize and define your clients' goals; construct a realistic strategy for achieving your goals; establish a detailed program of actions, and activities; identify, manage, and change ...

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In the U.S., the average professional coach makes roughly $150-$200 per hour. It is not uncommon for a seasoned coach to make well over $100,000 per year. If you are good at motivating and inspiring people, a coaching business may be a great choice for you.

As a professional coach, you will recognize and define your clients' goals; construct a realistic strategy for achieving your goals; establish a detailed program of actions, and activities; identify, manage, and change business improvements; get effective and timely results; monitor your progress and build on your successes; achieve what may have seemed impossible; and get the rewards and recognition you deserve. If you are investigating opportunities in this type of business, you should begin by reading this book.

If you enjoy working with people, this may be the perfect business for you. Keep in mind that this business looks easy but, as with any business, looks can be deceiving. This complete manual will arm you with everything you need, including sample business forms; contracts; worksheets and checklists for planning, opening, and running day-to-day operations; setting up your office; plans and layouts; and dozens of other valuable, time saving tools of the trade that no business should be without.

While providing detailed instruction and examples, the author leads you through every detail that will bring success. You will learn how to draw up a winning business plan (the companion CD-ROM has the actual business plan you can use in Microsoft Word™) and about basic cost control systems, market research, getting new clients, tax laws, pricing, leads, legal concerns, sales and marketing techniques, and pricing formulas.

You will learn how to set up computer systems to save time and money, how to meet IRS requirements, how to generate high profile public relations and publicity, and how to implement low cost internal marketing ideas. You will learn how to build your business by using low and no cost ways to satisfy customers, as well as ways to increase sales and have customers refer others to you.

Successful coaches will appreciate this valuable resource and reference it in their daily activities as a source of ready-to-use forms, Web sites, and mathematical formulas that can easily be applied to their operations. The companion CD-ROM contains all the forms found in the book, as well as a sample business plan you can adapt for your own use.   The companion CD-ROM is included with the print version of this book; however is not available for download with the electronic version.  It may be obtained separately by contacting Atlantic Publishing Group at

Atlantic Publishing is a small, independent publishing company based in Ocala, Florida. Founded over twenty years ago in the company president’s garage, Atlantic Publishing has grown to become a renowned resource for non-fiction books. Today, over 450 titles are in print covering subjects such as small business, healthy living, management, finance, careers, and real estate. Atlantic Publishing prides itself on producing award winning, high-quality manuals that give readers up-to-date, pertinent information, real-world examples, and case studies with expert advice.  Every book has resources, contact information, and web sites of the products or companies discussed.

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Product Details

  • ISBN-13: 9781601382276
  • Publisher: Atlantic Publishing Group Inc.
  • Publication date: 3/17/2011
  • Pages: 288
  • Sales rank: 856,319
  • Product dimensions: 5.90 (w) x 8.90 (h) x 0.90 (d)

Table of Contents

Foreword 11

Introduction 15

How to Use this Book 16

Chapter 1 Timing Your Start 19

Reasons to Be a Coach 20

Timing Your Move 23

Case Study: The decision to start coaching 32

Is There a Need You Can Fill? 33

Is Coaching Right for You? 36

Why Coaching and not Some Other Way of Helping People 37

The Pros and Cons of Coaching 38

Chapter 2 What Type of Coach Are You? 43

Coach Industries 45

The History of Coaching and the Role Coaches Play 59

The role of a coach 66

A day in the life of a coach 68

The Common Coaching Pitfalls 71

Chapter 3 Planning a Successful Leap into Coaching 77

The Home Office 78

Case Study: Advice for new coaches 81

Flextime Office Space 83

Shared Office Space 85

Formal and Professional Office 87

Furniture, Equipment, and Other Business Essentials 89

Professional Help and Support 94

Chapter 4 Putting Your Business Plan in Writing 103

Benefits of a Business Plan 104

Overall Components of a Business Plan 106

Chapter 5 Setting Your Fees 121

Competitive Research 122

Client Perceptions of Your Worth 127

Show a company how you save it money 129

Fee Options 130

Once the price is right 134

If Your Rate No Longer Fits 135

Chapter 6 The Legalities of Starting Your Business 141

Mistake No. 1 Your name does not stand out enough 142

Mistake No. 2 Sticking words together 142

Mistake No. 3 Using SCRABBLE* tiles to create a name 143

Mistake No. 4 Having too many opinions 144

Mistake No. 5 Putting your company on the map 144

Mistake No. 6 Trying to make your name mean something 145

Mistake No. 7 Using clichés and metaphors 146

Mistake No. 8 Being stubborn 146

Sole Proprietorship 147

Partnership 148

Corporation 149

S Corporation 150

Limited Liability Company (LLC) 151

Governmental Requirements 151

Other Local Licenses and Requirements 155

Chapter 7 Managing Revenue and Expenses 161

The Business Budget 162

The Costs of Doing Business 175

Chapter 8 How to Manage Your Time and Yourself 183

Time is Money 184

Create an action plan 191

Business manager role 196

Chapter 9 Building Your Brand 201

Character 202

Aesthetics 203

Branding is Perception 204

Chapter 10 Finding Clients 22J

Marketing Foundation 222

Internet Marketing and List-building 225

Social media 225

Traditional Marketing is not Dead 232

Chapter 11 Client Interaction 239

Written Communication (Before the Relationship) 240

Six Essential Methods of Communication 241

Case Study: Coaching clients 245

The Right Way to Ask Questions 246

Listening is Just as Important as Talking 250

Effective Report Writing 251

Coaching Methods: Deciding How to Deliver Your Services 257

Matching the format with the client 264

Chapter 12 Building and Growing Your Business 271

Informational Products 272

Creating a Team 274

How to Move Your Office 275

Conclusion 277

Appendix A Coaching Schools and Organizations 279

Bibliography 281

Author Biographies 283

Index 285

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  • Posted August 8, 2012

    A Good Book for Building a Foundation

    I found this book to be useful in the way that it gives up and coming coaches a fairly solid foundation with which to begin their coaching business.
    The first sections of this book go over some points to first help a person decide if being a coach is the right choice for them. Since I am already a certified life coach, I have already been through that whole train of thought. I wanted to read this book because while I am a strong coach, the businss part of things always seems to trip me up a bit.
    This book will give you most, if not all of the basics to get started building a foundation for a coaching business. From finding a niche, to planning workspace, even writing a business plan. From there it touches on ow to set fees, dealing with legalities and managing expenses and time wisely.
    This book also gives some insight on finding clients, interacting with them and growing the business from there. I suggest if you haven't studied an actual coaching course, to do that. This book is certainly not informative enough to instruct someone on coaching itself, as it just skims over the process. It does list some coaching schools in the back of the book, and it comes with a CD that has a basic business plan and useful forms for use in your coaching business, which I thought was a nice plus!

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  • Posted June 8, 2012

    The book is a valuable coach for the future coach!

    Think you have what it takes to help people as a personal or executive coach? Want to make a living at it but don’t know what steps to take to get there? Authors Kristie Lorette and Jon Peragine have the answers. In their book, “How to Open and Operate a Financially Successful Personal and Executive Coaching Business”, they take the would-be coach through all of the daunting twists and turns on their way to ‘business owner’. Atlantic Publishing Group’s self-help/how-to catalog is a top-notch, user friendly fountain of knowledge and “How to Open and Operate a Financially Successful Personal and Executive Coaching Business” fits well within this collection. Lorette and Peragine begin by posing questions to the reader such as ‘Is coaching right for you?’, ‘Is there a need you can fill?’, and ‘Why coaching and not some other way of helping people?’ These questions and the information to follow help guide the reader in some thought-provoking, soul-searching contemplation. Once answers are determined, the authors outline the business of coaching and describe various subjects such as: business plans, fee schedules, marketing, finding new customers and getting repeat business out of current customers, and much, much more. In addition to providing a plethora of advice, a CD-ROM is included which contains all the forms found in the book as well as a sample, adaptable business plan. The book is essentially a one-stop-shop for becoming a successful entrepreneur in this fascinating and multifaceted field. “How to Open and Operate a Financially Successful Personal and Executive Coaching Business” is written with the beginner in mind – someone who has had absolutely zero exposure to professional coaching. Further it is written for someone that may have what it takes to become a coach but doesn’t know what exactly the process of ‘coaching’ entails. With vividly clear descriptions and ‘down and dirty’ specifics, Lorette and Peragine literally and-hold you through everything you need to know. Motivating but realistic, they empower you to think about what you could be capable of as a coach but also responsibly prepare you for the realities of being a business owner. The book is a valuable coach for the future coach! Reviewed Vicki Landes, author of “Europe for the Senses – A Photographic Journal”

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