The Center for Executive Coaching trains people to be great executive
and leadership coaches. So it might seem strange that when we
talk about attracting clients, we suggest that you avoid using
the word coach unless the prospective client is specifically seeking
Instead, we want our members to be seen as strategic advisors. A
strategic advisor earns a trusted role with clients, and clients seek us
out for assistance with their most important challenges, opportunities,
and decisions. Most strategic advisors wear multiple hats as needed,
depending on their skills, experience, and passion. Hats can include
coaching, mentoring, assessing, consulting, facilitating, training,
and more – whatever is needed to provide valuable solutions and
help the client get results. We aren’t hung up about titles.
However, even if all you do is coaching, you can still position
yourself as a strategic advisor vs. a commodity coach.
Here is why it is better to be a strategic advisor than a coach: (more…)