Have you had potential client prospects ask, “What’s a coach?” or “What does a coach do?” only to respond by freezing up, like the proverbial deer in the headlights? In a recent Certified Career Management Coach course class where we were focusing on marketing, we discussed options for how a coach can respond to these questions. Here are two options:

Option One: Give a definition of coaching.

• Very simple definition: A coach helps you get what you want.
• Longer definition: A coach helps you clarify what will be rewarding and meaningful, as well as increase your capacity, confidence, and courage to take action to achieve those goals.
• The ICF (International Coach Federation) definition: Professional Coaching is an ongoing professional relationship that helps people produce extraordinary results in their lives, careers, businesses or organizations.

This first option leaves the prospective client short of experiencing coaching, which is why I suggest this next option as a better alternative.

Option Two: Give a sample taste test of coaching with 7 simple questions.

The second option might sound like this: “Coaching is about helping you get what you want out of your career. However, rather than give you more definitions, how about a sample taste test? [client agrees] For the sake of time, we’ll do this in laser-like fashion. I’ll be asking you a few brief questions, and then you can bullet point your answers.

1. What do you want more of in your career?
2. What would having more of that bring to your life?
3. What are three options for making that happen?
4. Which of those options are you willing to act on?
5. How will you go about that, and when will you do it?
6. How will you hold yourself accountable?
7. What did you learn from this discussion that will increase your confidence and momentum?

Voila. You’ve just experienced coaching.”

The beauty of this second option is that it allows the prospect to experience coaching instead of just get an intellectual definition (which he or she will likely forget).

How the 7-Question Conversation Might Go

Now, here’s how that conversation might sound (note that the coach “dances” with the client in the conversation, adjusting the questions and comments based on the client’s responses):

1. Coach: What do you want more of in your career?
   Coachee: I want more freedom and flexibility with my schedule.
2. Coach: What would having more freedom and flexibility bring to your life?
   Coachee: I’d be able to be home in the afternoon when my teenage twin daughters come home from school.
3. Coach: I hear that longing in your voice… that being there for your daughters is a priority. What are three options for making that happen?
   Coachee: I could quit my job.
   Coach: Got it. What else?
   Coachee: I could find a part-time job or do some consulting.
   Coach: Part-time job and/or consulting. What else? Maybe even something that’s right in front of you that might have been previously overlooked?
   Coachee: I could ask my boss for a flex-time schedule.
4. Coach: Which of those options are you willing to act on?
   Coachee: I think at this point the flex-time schedule makes the most sense.
5. Coach: How will you go about that?
   Coachee: I don’t know. I don’t know of anyone who has done that before. Any suggestions?
   Coach: One resource that’s well respected is a site called WorkOptions.com—it has templates for how to strategically approach your boss for a flex-time schedule. That might be a place to start exploring. What thoughts come up for you about that?
   Coachee: I’d definitely like to look into that.
   Coach: And when will you do that?
   Coachee: This weekend.
   Coach: What might get in the way of making that happen?
   Coachee: My kids are away at a retreat this weekend, so I have tons of time.
6. Coach: Cool, so you’re finding ways to support them while they’re away. Now, how will you hold yourself accountable?
   Coachee: Wow, good question. Could we talk again about this next week. If I know someone is going to ask me if I’ve done something, I’m much more likely to get it done.
7. Coach: That’s great that you know yourself well enough to know what works best. Let’s schedule that call now. Do you have your calendar? [set appointment] … Finally, what did you learn from this discussion that will increase your confidence and momentum?
   Coachee: I guess I learned that it’s important to remember why I want something. It’s really given me more motivation to try harder. I really need to be home more while they’re at this age.
   Coach: Pardon the poetry here… I hear you putting the “why” behind the “try” … to give you the freedom and flexibility to “fly”!
   Coachee: Wow. This has been eye-opening and energizing.
   Coach: That’s what coaching is all about.

If you’re a coach, next time someone asks you what you do, ask them what they want! Everyone can benefit from having a coach!

(Note: I’m teaching only ONE class of Career Coach Academy’s Certified Career Management Coach program in 2010 and there are just three seats left in that class, which starts January 12th. If you’ve been thinking about sharpening your coaching toolkit, learn more here).