The Business of Coaching - Start Right With Every Client
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The Business of Coaching - Start Right With Every Client

How to Create Successful Coaching Engagements. Every time.
0.0 (0 ratings)
Instead of using a simple lifetime average, Udemy calculates a course's star rating by considering a number of different factors such as the number of ratings, the age of ratings, and the likelihood of fraudulent ratings.
5 students enrolled
Created by Hugh Todd
Last updated 8/2017
Current price: $12 Original price: $100 Discount: 88% off
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  • 39 mins on-demand video
  • 3 Supplemental Resources
  • Full lifetime access
  • Access on mobile and TV
  • Assignments
  • Certificate of Completion

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What Will I Learn?
  • 1. Coach Fails: Recognise why coaches (and our coaching services) might fail
  • 2. Client Fails: Recognise at least 6 ways that your client might fail
  • 3. Coachability? Learn how to predict if a prospective client is in fact coachable
  • 4. Confidentiality: Understand what coaches get wrong and how to reach agreement on confidentiality
  • 5. Clarity of Purpose: Learn how to extend and clarify the most valuable outcomes that your client should expect from the coaching engagement
  • 6. ROI: Learn how & why to present and deliver coaching as an investment, rather than as a cost
  • 7. Engagement Models: Gain some ideas about how to set up coaching engagements that go further and deeper than is typically the case, to the benefit of both coach and client.
View Curriculum
  • It's best if you are a practising coach. We do recommend that you first undertake our course 'Coaching Skills for Coaches and Leaders'.

Most coaches set themselves up for failure right from the start. Don't be one of them! 

In this course you will learn the mistakes that would doom your coaching practice to underperform, or even fail, and what you need to do about it. Instead - 

Position Yourself as a Highly Professional, Authoritative and Valued Coach.

By the end of the course you will learn: 

  • Why you need to pay close attention to forming the coaching engagement in ways that benefit both you and your client
  • At least 7 ways that professional coaches fail at this stage, including the number one sin. 
  • How to check that your client is in fact coachable.
  • How to deal with expectations around confidentiality - this is much more challenging than you might think.
  • How to elicit the most valuable and desirable outcomes for your client.
  • The self discipline of aiming for significant return on investment (ROI) for your client.
  • My suggestions for how to build a model engagement contract or agreement. 

Along the way you will find reflective assignments that aim to help you to apply what you've learned in building your own coaching practice. These can be shared and explored with other students.  

The course instructor, Hugh Todd, is one of the true pioneers in the coaching industry, with a deep understanding of the challenges facing professional coaches. The course content reflects the best tips from his experience, and will save you many years of effort. 

Filmed in Krakow, Poland.

Who is the target audience?
  • This course is for coaches who understand the need to establish authoritative, helpful relationships with their clients from the outset.
Compare to Other Executive Coaching Courses
Curriculum For This Course
Coaches: Why You Need This Course
1 Lecture 02:18

If you want to build a professional coaching practice and gain real recognition as a credible, authoritative coach - this course is for you. Applying the learning will put you head and shoulders above the vast majority of coaches out there. 

It's crucial to set up the coaching engagement in ways that will stretch and benefit your client, in ways that are fair to both parties, and in ways that allow your practice to generate real evidence of value. In this introduction I'll explain the topics the course covers. 

Preview 02:18
Coaching Engagements Fail. Why?
4 Lectures 16:20

In my experience there's one common underlying reason for the failure of coaching relationships, or for the coaching to be less productive and valuable than it could be. Let me explain.

Preview 02:04

Clients fall by the wayside for a variety of reasons, and this is clearly undesirable for both coach and client. In this lecture I share 6 main reasons for this, including how we coaches can sometimes increase the likelihood that things will fail. Prevention being better than cure, you should discuss up front how any of these eventualities should be handled as and when they arise. 

Usually our clients are busy people and even with the best will in the world they can be diverted and distracted. Get expectations right from the get go, and you can turn these potentially engagement-ending situations into coaching opportunities instead. 

Preview 06:13

One of our greatest concerns is that our prospective client will simply not be "coachable", and in truth this is another prime cause of failure as the coaching relationship unfolds. But how can we judge if this might be the case? Even better, set up the terms of the engagement - our mutual understanding - in a simple,direct way at the very outset. 

Here are the three elements to build into your agreement. And incidentally, your client should expect the very same things from you! 


I can't tell you how often I've heard coaches make a promise that they might not in truth be able to keep: "Of course, everything will be 100% confidential". Are you surprised that we can't say this? 

In this video let me explain the problem. We DO need to talk about confidentiality and its limits in forming our coaching agreement, and possibly as the relationship develops - but there are more truthful ways of defining it. Find out more in this lecture! 

The "Confidentiality" Clause.

It's time to stop and identify the learning that is most relevant to you as you develop your coaching practice, and to decide how you will apply what you've learned.
Applying Your Learning
4 questions
Establishing Value
2 Lectures 14:05

Another often overlooked element in designing and putting forward a coaching engagement seems obvious. What is the coaching supposed to achieve? This video builds on the content of a lecture in a previous Coaching Skills course, which I have added as supplementary material for those who have not seen it. 

Clarify the Purpose

This topic should be at the very heart of your professional coaching practice. Instead of hoping that your services will prove valuable, set out to make it so! In this lecture you'll learn how to evaluate the value of training and coaching at 4 different levels. I will be encouraging you to aim high and to be prepared to walk away if it's not likely that there will be significant value for your client, their organisation/team/company/family. 


Watch this video for some suggestions, and look out for supplementary material as this is an area that I am currently researching further. 

The supplementary "Process Model" handout is a framework for ROI in coaching created by Lisa Ann Edwards, who provides an extensive ROI training course for coaches, including a treasure chest of tools to use. If, from my introduction, you decide to organise your coaching practice around this model, I strongly advise you to check out Lisa and her webinars through the World Business and Executive Coaching Summit (WBECS). 

Will the Client Get a Return on Their Investment?

Let's make your investment in this course as valuable as possible! Don't just sit on the ideas, decide how and when you are going to use and build on them.
Applying the Learning
2 questions
The Proposal: Best Practice
1 Lecture 06:39

Pulling all of the course lessons together, what represents best practice in forming a coaching agreement with your client? 

Normal practice seems to be a package of 6 sessions. This just isn't going to work! There isn't enough time for significant, deep, sustainable change and you're going to be spending a lot of time looking for your next clients. So what would be better? 

In this lecture I share my thoughts and experience on factors such as the length of the engagement, whether to offer guaranteed outcomes and how, some suggestions on payment terms, and what to do if either the client or coach is failing to match up to expectations. 

Engagement Models and the Coaching Contract

Drawing on all of the learning in the course and from this final lecture, this is your opportunity to design your own model agreement for your future coaching engagements.
Your Ideal Coaching Contract
3 questions
About the Instructor
Hugh Todd
4.8 Average rating
8 Reviews
71 Students
2 Courses
Executive Coach

I've been a professional coach, trainer and educator for 40 years across 4 continents. I'm now part of Marshall Goldsmith's Stakeholder Centred Coaching team, currently based in Hong Kong. You won't find a coach with a wider range of experience and expertise and I'm here to help you to get the important things right!