Unlock Your Coaching Potential: Goal Setting Beyond “More Clients”

We, as coaches, are often the guiding light for others, expertly navigating them through the complexities of goal setting and action planning. We possess the intuitive ability to identify roadblocks, reframe limiting beliefs, and empower our clients to achieve remarkable transformations. Yet, when the spotlight turns inward, taking our coaching business to the next level, that clarity can sometimes dissipate. We become so focused on serving that our own aspirations can feel like they’re perpetually on the back burner.

This isn’t a gentle nudge; it’s a call to action. It’s time to harness the very expertise you offer your clients and apply it with unwavering focus to building the coaching practice you’ve always envisioned. Forget the surface-level advice; we’re diving deep into a robust framework that will empower you to not just set goals, but to crush them.

1. Unmasking Your Obstacles: The Science and Psychology of What Holds You Back

We often talk about limiting beliefs, but let’s delve deeper into the psychological underpinnings and some compelling research that highlights their impact. Understanding the “why” behind these obstacles can be the key to dismantling them.

• The Power of Limiting Beliefs (and the Data Behind Them): Limiting beliefs are deeply ingrained negative thoughts and assumptions we hold about ourselves, our abilities, and the world around us. They act like invisible ceilings, restricting our potential and preventing us from taking the very actions needed for growth.
  • Psychological Research: Studies in cognitive behavioral therapy (CBT) consistently demonstrate how negative automatic thoughts (the foundation of limiting beliefs) significantly influence our emotions and behaviors. For example, research by Dr. Aaron Beck, a pioneer of CBT, highlights how these negative thought patterns can lead to avoidance behaviors and self-sabotage. When a coach believes “I’m not good at marketing,” they are less likely to invest time and effort in marketing activities, thus reinforcing their initial belief through lack of results.
  • The “Self-Efficacy” Factor: Albert Bandura’s concept of self-efficacy – our belief in our ability to succeed in specific situations or accomplish a task – is directly impacted by limiting beliefs. If a coach harbors the belief “I can’t attract high-paying clients,” their self-efficacy in sales conversations will be lower, potentially leading to hesitant communication and missed opportunities.
  • The Impact of Fear of Failure: Many limiting beliefs stem from a deep-seated fear of failure. Research in social psychology shows that this fear can lead to procrastination, risk aversion, and ultimately, underachievement. The coach who believes “If I put myself out there, I’ll be rejected” might avoid networking events or launching new programs, hindering their growth.Beyond psychological principles, consider the anecdotal evidence within the coaching industry itself. How many talented coaches remain relatively unknown simply because they haven’t overcome their internal barriers around self-promotion or pricing their services?

Actionable Insights to Break Free:

1. Identify and Challenge: Consciously identify your limiting beliefs. Write them down. For each belief, ask yourself: What evidence supports this? What evidence contradicts it? What would I tell a client who held this same belief?
2. Reframe and Replace: Once identified, actively reframe the limiting belief into a more positive and empowering statement. For example, “I’m not good at sales” can become “I am learning and improving my sales skills, and I can connect with people who genuinely need my help.”
3. Seek Evidence of the Opposite: Actively look for examples of coaches who have overcome similar challenges. Read their stories, learn from their journeys, and use their success as evidence that your limiting beliefs are not insurmountable.
4. Take Small, Courageous Actions: The best way to dismantle a limiting belief is through experience. Take small, manageable steps that challenge your fears. If you fear networking, commit to one brief conversation at an online event. Each positive experience will chip away at the power of the limiting belief.
5. Consider Professional Support: Just as you guide your clients, consider working with your own coach or therapist to address deeply ingrained limiting beliefs. An external perspective can provide invaluable insights and support.

Addressing Skill and Resource Gaps: Acknowledging where you lack skills or resources is not a weakness; it’s a sign of self-awareness and a crucial step towards growth.

• Skill Gaps: Be specific. Instead of “I need to be better at marketing,” identify the specific marketing skills you need to develop (e.g., social media strategy, content creation, email marketing).
• Resource Gaps: What tangible resources are you missing? This could be financial capital for investment, specific software or tools, a dedicated workspace, or even a supportive community.

Actionable Insights to Bridge the Gaps:

• Prioritise Learning: Identify the most critical skill gaps that are hindering your progress towards your key goals. Invest time and (if possible) money in learning and development through courses, workshops, books, or mentorship.
• Strategic Outsourcing/Delegation: If resources allow, consider outsourcing tasks that are not your strengths or that take up valuable time you could be spending on core coaching activities.
• Resourcefulness and Creativity: Explore free or low-cost resources. Leverage online communities, free webinars, and publicly available tools. Get creative in finding solutions to your resource limitations.
• Networking and Collaboration: Connect with other coaches and professionals. You might find opportunities for collaboration, resource sharing, or simply valuable support and advice. BNI may be a great resource for those who have set up a coaching business.

2. Craft Goals That Ignite Your Soul and Drive Your Business (with a Relatable Story)

Stop wishing for “more clients” and start crafting goals that pull you forward with purpose! As coaches, we understand the power of a clear destination. Let’s apply that wisdom to your own journey, infusing it with inspiration and a potent reminder of why this truly matters.

Imagine Sarah, a passionate life coach with exceptional skills in empowering women in leadership. She poured energy into perfecting her coaching techniques, devoured leadership books, and even volunteered her expertise. Yet, when asked about her business goals, Sarah would often simply state, “I want more clients.”

Months passed. Sarah posted on social media, attended occasional networking events, but felt stuck. Inquiries trickled in, but nothing consistent materialised. Frustration began to erode her confidence. “Maybe I’m not cut out for this,” she started to believe, a familiar limiting thought.

One day, a mentor challenged Sarah directly: “What does ‘more clients’ actually mean, Sarah? Define your ideal clients. Envision the impact you want to create. Describe what success feels like, beyond just a number.”

Sarah paused, a realisation dawning. She hadn’t truly defined her target. “More clients” was a passive desire, not an active objective. It lacked the clarity to direct her actions and the emotional power to fuel her drive.

That conversation ignited a transformation. Sarah began to actively define specific outcomes for each facet of her business:

• Branding: Instead of just having a logo, she actively envisioned a brand that projected confidence and empowerment, specifically attracting ambitious women. Her active goal became: “Develop a brand style guide and update my website with compelling messaging that directly speaks to my ideal female leader client by [Date].”
• Marketing: Instead of passively hoping for engagement, she actively planned to build a community. Her active goal became: “Grow my LinkedIn group for female leaders to [Number] engaged members by [Date] and actively post valuable content 3 times per week.”
• Sales: Instead of waiting for inquiries, she actively focused on confident conversations that secured clients. Her active goal became: “Book [Number] discovery calls with potential ideal clients each week and actively increase my conversion rate to [Percentage] by [Date] by refining my sales process.”
• Service Delivery: Instead of a generic offering, she actively designed a transformative program. Her active goal became: “Develop a signature 3-month leadership coaching program with clear modules and measurable outcomes by [Date].”
• Financial: Instead of simply wanting more income, she actively aimed for financial freedom and the ability to invest in her growth. Her active goal became: “Generate [Amount] in revenue from my coaching practice within the next [Timeframe].”

By actively moving beyond the vague desire for “more clients” and setting specific, well-formed goals for each business area, Sarah gained clarity, sharpened her focus, and reignited her sense of purpose. Her actions became targeted, her marketing efforts more effective, and her confidence in sales conversations surged.

Actively Craft Well-Formed Goals for Your Coaching Success:

• Specify Your Outcomes: Don’t be vague. Actively define what you want to achieve. Instead of “Improve my marketing,” aim to “Publish one valuable blog post per week that directly addresses my ideal client’s key challenges.”
• Measure Your Progress: Actively track your results. How will you know when you’ve succeeded? Quantify your goals whenever possible. Instead of “Grow my network,” aim to “Connect with 10 new potential referral partners on LinkedIn each week.”
• Ensure Achievability: Actively set goals that stretch you but remain within the realm of possibility with focused effort and available resources. Avoid setting yourself up for discouragement with unrealistic targets.
• Align with Your Vision: Actively ensure your goals directly support your overarching vision for your coaching practice and resonate deeply with your “why.”
• Time-Bound Your Ambitions: Actively assign deadlines to your goals. This injects a sense of urgency and compels you to prioritize your actions.

Action Step: Actively revisit the core areas of your business (branding, marketing, sales, service delivery, financial). For each area, actively formulate at least one SMART goal that truly excites you and propels you towards your vision. Dig deep – what specific results do you intend to create in each of these domains?

Remember to act as if you are coaching the ‘most important client in the world’. This is a make or break client. You are that client!

Josh Bennnett

3. Build a Powerful Plan of Action: Your 3-Step System for Actively Driving Results

You’ve actively identified your obstacles and clearly defined your ambitious goals. Now, actively bridge the gap between aspiration and achievement with a robust plan of action. This isn’t about passively creating a to-do list; it’s about actively constructing a strategic framework for consistent progress.

Here’s your 3-step system to actively build a powerful plan of action:

Step 1: Actively Deconstruct and Prioritise Your Efforts

• Deconstruct Your Goals: Actively break down each of your SMART goals into a sequence of smaller, manageable tasks or milestones. Think of it as actively reverse-engineering your success. What specific actions must you take to realize each goal? Be granular in your breakdown. For example, if your goal is to “Grow my email list to 500 subscribers in the next 3 months,” your active tasks might include:
  • Brainstorm three compelling lead magnet ideas.
  • Create the first lead magnet (eBook, checklist, template).
  • Design a high-converting landing page for the lead magnet.
  • Actively promote the landing page on social media (schedule five engaging posts).
  • Run a small, targeted ad campaign (allocate a specific budget).
• Actively Prioritise Your Tasks: Not all actions yield the same results. Actively use a prioritization matrix (like the Eisenhower Matrix: Urgent/Important) to pinpoint the tasks that will generate the most significant impact on your goals. Actively focus your energy on the “Important but Not Urgent” tasks, as these strategic activities fuel long-term business growth.
• Actively Estimate Your Time Commitments: For each prioritized task, realistically estimate the time you will need to dedicate to its completion. Be honest with yourself to avoid overcommitting.

Step 2: Actively Structure and Schedule Your Work

• Actively Block Out Time: Once you have your prioritized tasks and time estimates, actively schedule specific time slots in your calendar to work on them. Treat these appointments with yourself with the same respect you would a client session. Consistency is paramount here. Even dedicating focused blocks of 30-60 minutes each day to these actions will actively generate significant progress over time.
• Actively Theme Your Days (Optional): Some coaches find it beneficial to actively theme their days to enhance focus and efficiency. For example, you might actively dedicate Mondays to content creation, Tuesdays to client calls, Wednesdays to marketing outreach, etc.
• Actively Batch Similar Tasks: To maximize efficiency, actively group similar tasks together and tackle them in focused blocks. For instance, actively schedule all your social media content creation for one dedicated time slot.

Step 3: Actively Track, Evaluate, and Refine Your Approach

• Actively Monitor Your Progress: Regularly track your advancement on your tasks and milestones. Actively use a project management tool, a spreadsheet, or a simple checklist to visualize your momentum.
• Actively Conduct Weekly/Monthly Reviews: Schedule dedicated time each week (or month) to actively review your progress against your established goals. Ask yourself critical questions:
  • What did I actively accomplish this week/month?
  • What challenges did I actively encounter?
  • What strategies are actively producing positive results?
  • What aspects of my plan require active adjustment?
• Actively Embrace Iteration: Recognize that your initial plan is a starting point, not an unchangeable directive. Be prepared to actively adapt and refine your plan based on your observed results and the evolving dynamics of your business. Don’t hesitate to actively experiment with new approaches and strategies.
• Actively Celebrate Your Wins: Acknowledge and celebrate your accomplishments, regardless of their size. This actively builds momentum and reinforces positive habits.

Action Step: Actively select one of your SMART goals from the previous section. Actively break it down into at least five specific, actionable tasks. Actively estimate the time needed for each task and actively schedule time in your calendar this week to work on at least two of them. Actively decide how you will monitor your progress on these tasks.

By actively taking ownership of your goal-setting and planning process, you move from passive aspiration to active creation of the coaching business you envision.

If you’re ready to overcome your limiting beliefs and become a successful coach, I encourage you to attend one of our 1-Day Marketing for Coaches Events It’ll help you to develop a plan to achieve your goals and build a successful coaching business.