The 5 STEPS AMF

The FastTrack 5-step Guide
FOR COACHES | CONSULTANTS | TRAINERS
BUILD, GROW & SCALE

DIRECT WITH ORGANIZATIONS
(without overwhelm even if you don't have a lot of experience)
Ann Farrell, CPCC, PCC, MGSCC

5
The
FastTrack
STEP GUIDE
FOR COACHES, CONSULTANTS, TRAINERS
Build, Grow and Scale

Direct with Organizations!
5 STEP FASTTRACK GUIDE - BUILD, GROW AND SCALE DIRECT WITH ORGANIZATIONS
COPYRIGHT © 2006 – 2023 QUANTUM ENDEAVORS®, INC. ALL RIGHTS RESERVED.
A Quantum Endeavor is
living your great life
doing your greatest work
where life comes first
and great work enables versus
comes at the expense of it.
An InPowered® Business
is your Quantum Endeavor.
Powered by purpose,
fueled by passion,
built by stepping up and
into your fullest potential.
Yes! Let's build this."
~ Ann Farrell
1 Target
Organizations
Coaching is a $12.7 billion global industry that's growing by 3%+ a year. Consulting is a more than $256 billion industry in
the U.S. alone and is on pace to keep growing steadily through 2024. Employee training is a $164 billion a year industry
here in the U.S. and that number soars to $364+ billion globally. The top 2,000 companies on the planet spend more than
$12 trillion (yes, trillion with a "t") on products and services every year.
According to the Coaching Industry research, the percent of coaches who are making a living doing this great work has
continued to hover between 3-4% since at least the first time I became aware of this data in 2008. AND the majority of the
coaches who do, are doing so with Coaching for Organizations.
Beyond just the sheer size of this market segment, there are additional reasons to target organizations for your business:
Higher Rates - industry surveys show a range of anywhere from 2 times to 10 times the rate for individual coaching
Higher Volume - the opportunity for more than one client at a time plus re-engagements and additional opportunities
Greater Impact - through their "shadow" and "leader building leaders" there are ripple impacts well beyond the client
Highly Valued - most organizations are aware and recognize coaching as the development tool with the highest ROI
This Market also has higher expectations, additional relationship needs beyond the client, seeks solutions and expects
expertise. Since "everyone wins when a leader gets better, it is also an opportunity for our work to have huge impact.
2 BrandYour Expertise
This market demands expertise. In one of my executive roles in my Fortune 200 Company, my group was responsible for
hiring the executive and leadership coaches and training consultants to support our talent development strategies. Not
once during the selection process did I or my team ever ask about the value of coaching or training. We knew it. Not once
did I or my team share our pain points. We expected the coaches and trainers to know them. If a coach asked us to share
our “pain points” or “what kept us up at night”, it told us they might not have the organizational context or savvy we were
seeking. The key question I and my team members did ask every time was:
“WHY YOU?! Why should we entrust with our Talent to you?
In this market segment, while there is little need to sell coaching or training, the requirement is to sell you as the coach or
the trainer. My simple 3-step “WHY YOU FOR WHO WITH WHAT™” process will support you to do that. Of these three
elements, the WHY YOU is the most critical. It is your key differentiator - your Expert Brand. The goal is to capture what
you uniquely bring to the table, establish your credibility and stand out as the absolute best choice among the long line of
coaches, trainers and consultants seeking to do this work.
Identify your "WHY YOU" with these 3 steps: 1) "brainstream" the following lists based on you, your life and your career:
your education, your experiences, your strengths, your trainings, what you have overcome, what you called forth to do so,
your achievements and impacts. 2) Summarize key themes, what distinguishes you and what expertise you can most
credibly claim. 3) Hone this down to a clear and brief single statement. We will use this to help identify your optimized set
of offered solutions in the next step.
3 Optimize
Your Offerings
Your most powerful Service Offering Strategy is a portfolio of High and Low "touch" solutions that live at the intersection of
your WHY YOU FOR WHO WITH WHAT™ and the "Pain and Possibility Points" (PPPs) of your Target Market. I find
even more organizational energy in their passion for what they seek to move to (possibility points) versus for what they
seek to move away from (pain points). The next 3 pages include lists of the 90 most common PPPs organizations hire
coaches, trainers and development consultants to support them to address. They are in three separate buckets of "FOR
WHO's" - Individuals, Teams and Whole Groups or the Organization as a whole.
To optimize your Offerings, review each of the 3 lists of PPPs and make a list of the ones clearly inside your Zone of
Expertise. These are your potential "WITH WHATs". Further refine this list by calling out your specific approaches or
solutions you apply to these.
Next, review each of the three separate buckets. These are your potential High Level "FOR WHOs". Which of these do
you have the most credibility, capabilities and skills to support? Is it working with individuals one-on-one? Is it Team
coaching, training or building? Is it Group Programs or Organizational Capability or Culture Initiatives? Or are you capable
and highly credible in more than one of these?
Next, refine your list of "FOR WHOs WITH WHATs" through the lens of your Expert Brand, your WHY YOU. Is there a
particular subset of the "FOR WHOs" your Expert Brand enables you to specialize in? This can be either attribute (gender,
ethnicity, level, generational, etc.) or need based (EQ, presence, leadership, communications, etc). Finally, sort this list
down to your most powerful and credible few with a target of 3 - 4.
Pain & Possibility Points
Individuals
Teams
Organizations
4 Maximize
Your Value
There is an additional reason establishing your Expert Brand is so critical when targeting Coaching for Organizations.
Most often, what organizations are seeking are Expert Thought Partners who take the time to understand and provide
customized solutions to exactly meet their needs versus sell them "off the shelf" solutions that might not. They also want
partners who appreciate budgetary constraints and cycles and who are willing to work with the organization to maximize
the value and impact received.
There are three key elements to include in your Offerings and Enrollment approach to increase your success in this Target
Market:
1) A Three-Step Proposal Approach (1) Co-creation, 2) Pre-proposal (no pricing), 3) Formal Proposal with Pricing)
2) A Multi-option Solution Approach (High Touch / long duration, Mid Touch / mid duration, Low touch / short duration)
3) A Multi-modal Delivery Approach (In-person, Blend of In-person, Virtual and Online, All Virtual, All Online)
This 3D Three-Step Proposal process enables partnering, co-creation and greater Sponsor buy-in as well as helps you
avoid being on the weak side of price negotiations.
4 Maximize
Your Value
Step One is the initial discussion during which you listen, engage and capture the Sponsor's expressed requests, ask
clarifying questions and close with your commitment to provide them with a Pre-proposal with your thoughts for three best
approach possibilities (without pricing) that will meet their requests for their review within 2 - 4 days.
Step Two: Create and send the Pre-proposal that includes three different approaches (the draft of the Multi-option
Solutions / Multi-modal delivery options that will best meet their total needs (including budget). Ask them if there is
anything you have missed, anything they would like to see changed and if they would like to connect to review before you
begin to create the Formal Proposal. Key is to leave Phase Two with you and the Sponsor having a clear and mutual
understanding of the three options and their respective outcomes before you submit pricing in the Formal Proposal.
Step Three: With the Outcomes for each of the Three Options clear and agreed to, price the three options ranging from
"Good, Better, Best" solutions. In addition to adding your pricing for each, be sure to also add a "this price is good for 30
(or 60) days from the date of this proposal" statement as a way to "timestamp" expectations for decision timing. You
should feel good about the relationship between the value of the each scenario and it's price, the return on your effort and
time and that the Formal Proposal includes an option that will enable the the Sponsor the ability to move forward in three
different budget scenarios.
The ultimate edge this process offers to you is that it places you in the position of asking the Sponsor "which of these
scenarios are we moving forward with" instead of in the risky position of having to seek a "yes" or a "no" in response to
your proposal. Avoiding the "no", which is often a "door closer", gives you and the Sponsor the opportunity to continue to
work together to refine the options, which can result in continuing to grow the relationship while you continue to seek an
option with enables them to move forward.
Just a quick note regarding pricing. Pricing variables include 1) geography (in the U.S., East Coach and West Coast
Prices are higher than Midwest, Big Cities higher than Small), 2) Exempt Status (For Profit higher than Non-profit), 3) Size
(Large Public Companies higher than Small Public Companies) and 4) Ownership (Public Companies higher than Private
Companies). The bottom-line is, when it comes to pricing, it's important to know your worth and to do your homework.
5 Engage
Your Relationships
One of my core principles in my work with organizations is "Relationships are the Real Work of Work™" The same is true
for building our InPowered® Businesses. The great news is you are not alone in this. The most recent Sherpa Survey
results stated that 90% of the Executive and Leadership Coaching (Coaching for Organizations) for the survey participants
was landed through relationships and referrals.
Because of that, relationship building strategies are your most effective enrollment strategies. Most of the mainstream
business building advice does not work for this market since it is primarily focused on enrolling individual clients. "Look
Back to Leap Ahead" to make the list of your 100 contacts who already know, love or like and respect you is your most
powerful place to start.
Once you have identified your list of 100 contacts, the next step is to begin to strategically reach out to meet the
relationship where it is and warm it up! "Warming up" your approaches to anyone or any organization is key to the success
of your business landing. Be in service to them directly and give them additional sense of what you do by sharing some of
the services or impact you are delivering or creating with others. This is not a "bait and pitch" strategy! The only time in the
relationship process that its appropriate to make an "ask" is when the other person asks you to! You will want to be
prepared with the most powerful "ask" in each case to ensure you make the most of it and help them help you best.
If you learn best by jumping into action, consider joining the next cohort in my Action-based, Mentor-guided, Results-
focused "FastTrack Results NOW" 8-week program experience. In it I will incent you along with the other small group
participants to get out of their heads and into action with weekly competitions and prizes! I find the best learning - and
business building - happens at the intersection of mindset shifts and muscle-building!
You can learn more and join the next group here: Https://www.inpoweredcoachinginstitute.com/FastTrack-Results-NOW
5 Step
FastTrack Guide
in a Glance
1 Target
Organizations
$12.7 Billion Market Annually - Go Direct..
Higher Rates, Higher Volume, Greater Impact, Highly Valued
2
Brand
Your Expertise
Stand Out in the Market
Determine your most powerful, credible "WHY YOU"!
Optimize
3 Your Offerings
"On Brand" Strength-based Service offerings
"WHY YOU FOR WHO WITH WHAT™"
4
Maximize
Your Value
Be a Partner, Not a Vendor
Multi-phased Proposals, Multi-option Solutions, Multi-modal Delivery
5
Engage
Your Relationships
"Look Back to Leap Ahead" - 100 Contacts Exercise
Over 90% of this business is landed through relationships
Here's what our clients have to say..
About
the Author
Ann Farrell, CPCC, PCC, MGSCC

Corporate Executive | Executive Coach | Speaker | Mentor | Entrepreneur
45+ Years on all sides of the Corporate Coaching Table!
CORPORATE 1.0 Fortune 200 Corporate Executive 30-years
My corporate experience includes leading groups as large as 5,000 and budgets as big as $8 billion
in a male-dominated company and industry. As a "serial" executive, I led two key operating functions
to break though levels of success as well as HR and Leadership Development. To this day, I remain
the only woman to rise from entry level to the top of the house in it's 170-year history.
CORPORATE 2.0 17 Years Executive Coaching / Development Experience

I launched my Executive, Leader and Team Development company in 2006 and have supported
more than 1,000 executives and leaders with over 10,000 hours of coaching. My proprietary
Coaching Engagement process has earned 100% Client-company Re-engagement and 100% Client
Growth Assessed rates for over 15 years. I have supported coaches to use this process for their
success since 2008.
CORPORATE 3.0 The Corporate Coach's Coach! Using my Torch to Light the Torches of Others
I attribute all my success throughout 45+ years on all sides of the Corporate Coaching table to three
cornerstones of who I am and all I do. Everything I have learned, created, and continue to learn, I
share in my mentoring coaches and consultants through my programs, products, and hands-on
support for them to be InPowered® to live their great lives doing their greatest work. My "why" & my
"how" are: Love. Lead. Lift.
Imagine, you have everything you need to start at the top, not the bottom, of the
success curve! Check out the Inpowered® Coach Suite of Optimized, not
Commoditized, Coaching Engagement products to meet all the Organizations needs.
https://www.inpoweredcoachinginstitute.com/products
5 SIMPLE STEPS TO BUILD AN INPOWERED® COACHING BUSINESS

COPYRIGHT © 2006 – 2023 QUANTUM ENDEAVORS, INC. ALL RIGHTS RESERVED.

The 5 STEPS AMF

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The 5 STEPS AMF

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The FastTrack 5-step Guide

FOR COACHES | CONSULTANTS | TRAINERS

BUILD, GROW & SCALE

Ann Farrell, CPCC, PCC, MGSCC

Build, Grow and Scale

Yes! Let's build this."

“WHY YOU?! Why should we entrust with our Talent to you?

Ann Farrell, CPCC, PCC, MGSCC

CORPORATE 2.0 17 Years Executive Coaching / Development Experience

5 SIMPLE STEPS TO BUILD AN INPOWERED® COACHING BUSINESS

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