FAQs on The Business of Coaching

I’m excited that you are reading this article because the title catching your eye might mean that you are considering joining The Business of Coaching, my signature programme.

I am heeding my own advice about answering your clients’ questions; the ‘they ask, you answer’ mentality is covered beautifully in the book, ‘Content Fortress’.

Always write down questions potential clients ask you, as it gives you brilliant insights into what influences their buying decisions.

Then, just like I’m doing here, you could create a helpful resource out of answering all those questions – a blog post, social media post, podcast episode or newsletter.

So, here are the answers to questions I have been making a note of, that clients ask me about The Business of Coaching.

Who is The Business of Coaching for?

There are generally two types of people who join The Business of Coaching.

The first are the very smart cookies who have just got their coaching qualification and join pretty much straight away. I would love to have been one of those types of people because I would have saved myself a lot of headaches and massively fast tracked my progress. So, huge congratulations if you are in that camp.

The second group of people have been in their business for a while. It’s going okay, but you know it could be a lot better. You want more consistent clients. You want to get clearer on your messaging. You want to really hone that niche. Keep up that momentum. Make things even better. Build your email list.

This might also apply to you if you have been doing a lot of associate work, so you are a super qualified experienced coach but most of your work hasn’t come through your own business.

I’ve had lots of people in this situation join recently, because it’s becoming harder to secure associate work.

Others come to The Business of Coaching programme because they’re feeling isolated or they’re procrastinating, not taking the actions they know they need to take to be successful.

My client, Natasha, had wanted to set up her business for ages. She had a part-time job alongside her coaching, but she knew she wanted to get her own clients and have more meaty career conversations. And, with the help of the training, my support and the inspiration of the amazing group members we have, she literally transformed her business to exactly what she wanted, which was 50% income from her own business and 50% income from her university work, as she really enjoyed doing both.

Whichever camp you are in, you are very welcome in The Business of Coaching.

What results can I expect from joining? 

The programme teaches you how to build a meaningful, sustainable business that will solve a real problem that people have and are willing to pay for.

Everything we are working on is with the goal of gaining consistent lead generation for your services. We are bringing new people into your world every month and converting a percentage of those into paying clients.

The programme is designed to help you to get your first few paying clients, because that is the hardest part.

When you gain those first few paying clients, you will know exactly how to bring more people like that into your world on a regular basis.

Working with one of my newest clients, we tweaked her message on our onboarding call and she got five paying clients that week – just from that slight shift in her group programme message.

I’ve had another client who had never charged for coaching other than being paid in bottles of prosecco. Her rates are now probably higher than mine.

Being surrounded by people who are doing what you want to do can shift your money mindset and build your confidence, thinking if they can do that maybe I can too. And your prices start building as your self belief builds.

And, of course, I support you in crafting your offer. Not just selling it, but actually delivering it, covering how you can create the most amazing client experience to ensure that you get to make the difference that you’re here for.

People often look at the curriculum and think that they don’t need a certain part of it and therefore don’t join, but it’s not about that.

Sometimes, it’s not that you need every single aspect of the programme, it’s that you need to be part of a whole that helps you to continuously learn and grow, picking up priceless nuggets of advice and tips and making refinements that can completely transform your business.

The Business of Coaching programme has been running for two years at the time of writing. The reason I’m highlighting that is because I like to build things that are strong, and show you that this is a really safe, tried and trusted container that helps you to build a real long-term sustainable business, which I’m guessing is what you want.

Recently, quite a few people have asked me for just one or two coaching sessions but I say no because they’re going to walk away disappointed.

It’s just not enough time for me to help them to build a really solid business with a sustainable income. And I’m not prepared to risk my reputation by selling you one or two sessions when I know that isn’t going to deliver the result that you want.

What happens in The Business of Coaching programme?

Let’s get into the nuts and bolts. What does it look like to be inside The Business of Coaching? What do I teach? What really happens?

So much transformation can happen in the six months of the programme.

The high level summary is that I take you through three phases during the six months that we work together. 

You get instant access to the whole six-month programme content as soon as you sign up, and you can go at whatever pace you want.

I recommend that you cover one module each week, to give you plenty of time to continue to refine and test your process but, if you want to power through all 12 modules in the first week, feel free!

Phase One

The first core phase is really there to help you get clarity on your niche and your offer. You can articulate its value, test it and make sure that you are happy with it.

You might already have a good niche and clear offer, but your messaging might need tweaking, or you might need to hone the positioning a bit to raise your pricing.

So, it doesn’t matter if you have a niche already. If you are not selling your coaching consistently, there is work to be done. Is the issue the offer or is it the marketing? Is it the sales? We will hone it down together, establishing what part of your process isn’t effective and we’ll get it working successfully for you.

Phase Two

Our second phase is marketing your offer.

There is no point creating something that you don’t actually know if anybody wants and, if they do want it, that they don’t know exists.

You will learn all the marketing skills that you need to share your offer.

If you’re reluctant to do social media, that’s okay, but you need to do something!

My client Sara, for example, is on track for making £100,000 this year and she doesn’t use social media at all, but she does go all in on networking.

Whether it’s public speaking, networking, blogging or social media, it has to be something you’re prepared to go all in on. You can’t be half-hearted.

We have to find the thing that you’re consistently up for doing, to ensure that we really grow your audience and your expertise quickly.

This phase also includes sales, showing you how you can manage your sales conversations to transform your business, by helping people see the value of what you offer and make it an easy yes.

If you want to do email marketing in this phase, I will also teach you how to attract people onto your list, and how you can nurture them until they are ready to buy.

We will also look at your profiles. We can get your website shipshape and make sure it reflects your current messaging. We will look at your LinkedIn profile, Instagram profile, Facebook profile – whichever ones you choose to use, we will make sure your brand and positioning is consistent across the internet and that you are showing yourself and your message in the best possible light.

Phase Three

Finally, our third phase is making sure that you have amazing delivery.

We will talk about how you can deliver your most amazing coaching. You are already a qualified coach, and this is not a coach training qualification, but we will have conversations that help you gain the confidence in delivering your offer.

I will also teach you how to get great case studies from your clients, which will further build your confidence and remind you that you are making a difference. These case studies could also be used to grow your business.

We will ensure that you create an inspiring coaching experience with a great onboarding system, concise contracts and ways to really nurture long-term client relationships, because relationships build your business and we cannot underestimate the importance of that not only for your business, but also for your own happiness.

Along the way, every week we will be diving deeper into so many other topics. I am learning all the time and want to share those learnings with you.

Nothing stands still. AI is massively taking over. You need to know how to use that really effectively so you stay ahead of the curve.

Marketing doesn’t stay still. So, again, we need to be thinking about how we can ensure that you are building your expert status in the industry.

What happens after the six-month programme?

The majority of people stay on longer than six months, because they realise it’s not just about the content of the modules, it’s about being part of something. Learning new things every week. Being accountable and having my support and the rest of the group’s support and insights.

One of my clients, Zoe, said, “I need my regular dose of Jo every week to get me to do whatever I’m avoiding!”

Everyone is on the same page and learning from each other’s experiences.

Is The Business of Coaching programme a ‘one size fits all’ that might not fit my business? And will I get personal support to meet my own personal goals?

I have taken part in many programmes and I can genuinely say that yes, my programme gives more personal support than most programmes, and more than many one-to-one coaching relationships.

I’ve probably spent at least £35k on different mentors and coaching programmes, both in a one-to-one and group format, and I really haven’t seen the personalised support that I give anywhere else.

And that individual, ongoing support really makes the difference with your speed of progress.

With my programme, you get a one-to-one onboarding call, where we really map out where you are and where you want to go.

I’m here to give you advice and feedback on all the important elements of your work. I’ll review your social media posts, your website, your brand, your pitches. Anything you need. I’m here for you. That’s what this programme is all about.

The rest of our amazing Business of Coaching community are here for you too. You’re never on your own.

You can get in touch with me at any point, other than the school holidays as it’s a term-time programme.

Do I have to have my niche offer figured out before I join your programme?

Definitely not. I’m not exaggerating when I say you could spend years going round and round in your head, thinking about what your niche and offer is going to be and what your business is going to look like.

Or, you can join me and I will take you step by step from having no idea what you’re going to do, to getting real, solid clarity on your niche and your offer and exactly how you’re going to tell the world about it. The longer you’re going round in circles by yourself, you’re not getting out there and making money.

Is it going to be worth the investment?

Most people who come into the programme have started off by selling coaching for either nothing or at a really low cost.

Working on their offer and developing a package in my programme soon changes that. I think the minimum someone in my programme currently charges is £950 for six sessions, and the maximum someone else in my programme charges for one coaching engagement is £25,000.

So there’s a wide range but, even at the lower end, you’ll only need two clients to recoup your investment in The Business of Coaching programme, and this investment will be giving you knowledge that you can use in your business for years to come.

How much time will I get with you?

This is a good question because, with many group programmes, you don’t actually ever get to have a one-to-one conversation with the coach.

In my programme, we start with a one hour one-to-one Onboarding call, where I get to know your business and spot any opportunities for a quick win.

Alongside this, you get daily access to me for feedback or advice through our Facebook group or by emailing me direct.

I’ll also be with you on Zoom for our weekly group coaching session, which is every Tuesday at 1-2:30pm UK time.

When you are part of my programme, I never want you to feel like you are stuck on your own. I want you to know that you are fully supported.

As long as you are showing up for the group calls, working through the modules and asking for help, if you ever need an extra injection of support you can get in touch with me and we’ll arrange a 30-minute call so I can help move you forward. Even though I am a busy mum with a short working day, I genuinely care about your progress so giving this time when it’s really needed is my way of showing you the ‘next level’ support this programme gives its members.

You can also buy additional one-to-one support at a very reasonable rate – I rarely offer one-to-one support outside of The Business of Coaching programme as this is where I want people to succeed. This is where the systems and processes, training, support and everything you need to succeed is all set up for you. That’s why I pour everything into this programme.

When can I start?

I onboard a maximum of five clients each month. Because The Business of Coaching programme is evergreen, it means it runs all year round and you can join whenever you’re ready to go for it.

Remember, every month you stay stuck is costing you money by not getting out there and getting paying clients.

How many people are in the programme?

As it’s an evergreen programme, the numbers vary, but it is currently 17. I always make sure, whatever the numbers, that everything is set up to give everyone the support they need.

Many people in my programme say that they are delighted with what they’ve learned from me, but they didn’t expect to also gain so much from the other people in our Business of Coaching community.

You’re surrounded by a mastermind of people who are experts in different areas, and they’re happy to share their knowledge and experience with you.

At the moment, we’ve got someone with extensive experience of  selling to corporates. We’ve got another who’s made a huge success via TikTok, and another is a fantastic public speaker. And I’m sure you have experience that will be useful to share, which will be a win win because the best way to learn is to teach.

What about other people on the programme stealing my ideas? Aren’t they my competition?!

I get that you might think that, but I think the best way of looking at this is to ask yourself why you’re asking this question, and why you feel threatened.

There will always be people offering what you offer. You need to grow your self confidence, and know why you are brilliant.

That’s part of what I do in this programme – build your self-belief and help you to realise that there is no real competition because you are offering something unique. Your offer will stand out. Your personality will stand out.

You’ll build the confidence to know that you might not be the only person serving others in your particular niche, but that’s okay. Just like Coke isn’t the only brand selling cola, your brand can stand head and shoulders above the rest and get noticed.

You’ll attract your tribe and they’ll attract theirs and there’s plenty of work to go around. So, if you’re coming from that scarcity mindset, this programme will really help you to overcome your fears.

Your podcast is called ‘Women in the Coaching Arena’. Do you work with men as well?

Yes, I do. I’ve had three men sign up to The Business of Coaching recently. Before then, I’d only had women sign up, which is why I called my podcast that, but it shows how things can evolve, and that having a specific niche doesn’t stop you from attracting others outside your niche too.

I love that we have an open and inclusive programme and that everyone can learn a lot from each other’s varied experiences and perspectives.

How soon will I get results?

This depends on you. I’ve had people come into the programme and make huge progress instantly. Others may take time to accept my feedback and make the adjustments they need to in order to get different results.

You will be on an emotional journey as well as a practical journey, so it’s hard to say exactly when you will see results.

The start of your business is the hardest time, when you might not have nailed your niche, and you don’t have a network built up yet. It will take time, but having my support and working within my programme’s framework will definitely fast track your progress.

Another reason why I believe in the six-month process is that it takes time for you and your identity to embody this new successful business owner persona, and I just love helping you on your transformational journey, as you embrace this new phase on an emotional, philosophical and practical level.

That’s it! If you have any questions about The Business of Coaching that haven’t been answered here, please email me. I would love to help you!

Whenever you’re ready, there are 3 ways I can help you grow your coaching business:

1. Love coaching, but struggling to get clients? Download the 12 Quick and Easy Ways to Get Clients now.

2. Want to learn from valuable insights and actionable advice so you succeed in the coaching arena? Listen to my podcast Women in the Coaching Arena here.

3. Interested to know more about the Business of Coaching programme? Click here.




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Hello and welcome! I’m Joanna Lott, and I’m passionate about empowering qualified coaches like you to build brilliant businesses.