Excerpts of my Keynote Address at the 12th Coach Convocation, Awards & Network 2017

The topic on Coach Movers’ and ‘Coach Forgetters’ is always close to my heart.  It has a lot to do with the sustainability of coaches in the coaching profession.

I spoke on this at the last convocation, and because of its huge importance, I intend to speak and build on it again on this grand occasion as well.

‘Coach Movers’ is a phase that I coined to describe those coaches who make things happen; they are successful in moving on and on to become even more successful and fulfilled professional coaches; who can live their dreams, can fulfill their passion and can contribute to a happier world!

On the other hand, ‘Coach Forgetters’ are the ones who wait for things to happen; obviously it does not normally happen through such ‘remote control’ ways.  Due to this, they experience disappointment as they have few or no opportunities that are needed to fuel their dreams, passion and life mission for a long time.  Because of this, they soon have to abandon and forget their dreams, passions and mission to stay on as coaches, for which they have spent so much time, money and great effort on.   This is sad for this was the very reason they became coaches in the first place.

It is my sincere hope that all of you here will remain as ‘Coach Movers’ all your lives; with none as ‘Coach Forgetters’ at all. You are built to last!

So today, I like to share a couple of tips (and coaching questions) that might help you to rise to the occasion to remain strong ‘Coach Movers’ always.  They have the caliber to weather through the good and not so good times to remain steadfast as successful and fulfilled coaches for a long time to come.

The first and the most important tip of it all is for you coaches to build and sharpen your ‘marketing mind’ (instead of just developing your ‘product mind’).

By having a marketing mind means becoming ‘ hunters’ who dare and want to go out into the jungles of the unknown marketplace to find their hunt (or opportunities) instead of staying under the shade of the cool and comfortable ‘coconut tree’, waiting for the fruits to fall which might not happen at all.

This staying under the cool shade of the coconut tree means becoming addicted to their comfort zone: for instance, they like to be in front of their laptops, in the privacy of our homes, quiet libraries, big bookshops, the closed doors of training rooms and so on.   Another e.g. would be putting your professional life in the hands of middlemen to market your services to customers while you wait and wait for them to give us the good news soon.

The hard truth is: purely staying on as ‘product experts’ (just building their skills alone) does not often bring them sufficient coaching opportunities to remain as ‘Coach Movers’.

I personally know of quite a few good coaches who solely focused on further improving their product skills and knowledge to gain success alone.   So they spent their life savings to earn more and more qualifications.   They ended up disappointed and disillusioned because the customers did not automatically come to their doorsteps and neither did they know how to get them at all.

A ‘marketing minded’ coach has 4 invaluable attributes:

One of them is a creative and innovative mind. With this, they stand out among the many and reach customers better and faster.

To have this, always ask yourself 2 coaching questions:

a) How can I be positively different from most of my competitors?

b) What will get customers’ attention, faster?  

The 2nd attribute is the human quality of courage, determination and perseverance.  

The road to success is a long and winding road (like the Beatles say) for no matter how good you or your services are, you are bound to face many failures and disappointments along the way.

To stay on strong against this, always ask yourself 2 coaching questions:

a) What is my biggest benefit when I stay courageous and fearless at all times?

b) What will I tell myself to stay this way when the going is tough?

The 3rd one is the quality of people connection.

Always remember the best product means nothing to the customer if he doesn’t like or trust you.   And you have little time to build this; you have to be quick and fast at all times.  But when you know how to do this well, the impossible becomes possible.

Always ask yourself these 2 coaching questions:

a) What can I do to make my customers feel very special?

b) What is the best way to greatly impress them?

Finally, the 4th one is your discipline to deliver excellent service consistently.

Bear in mind, you can only disappoint the customer once, and that’s usually the end of the story.   So always deliver with true passion and maximum commitment. This will automatically empower you to give your all to wow them.

Always ask yourself these 2 coaching questions:

a) Which areas of my service will wow my customers most?

b) What will make my service a most unforgettable experience for them?

Staying on course will surely bring you lots of goodness and also to the people who come into your life.

For when you grow, everyone grows, and the coaching community will grow; ……  and grow we will, to become a vibrant coach community!

This is truly my dream, my hope and prayer for you all.

So let’s all be ‘Coach Movers’. We are built to last!!