I don't want to be identified as a coach
Hi Jeffrey,
I have been building up a coaching business to help people learn to enjoy their jobs. However, I am not comfortable with the title "coach" and, frankly, there are so many coaches in my area, I feel that the title has become meaningless. I also feel the title is limiting because I provide advice and training too.
You're good with words. What is another title I could use that would help me stand out?
L
Hi L,
When you describe yourself as a coach − or a trainer or a consultant, for that matter − you are describing your function in a way that is largely meaningless to your potential market. No one wakes up in the morning and thinks, "by golly, I want to hire a coach today!"
Rather, people wake up worried about a particular problem and they want to solve it. They do not really care if it is solved by a coach, a trainer, a consultant or a book. It is the solution they are buying, not the coaching.
So, instead of focusing on what you do, why not focus on the problem you solve and the value you deliver. On your name card, on your web site and when you introduce yourself professionally, describe the help you give people. In English, this can easily be done using the gerund (ing form of a verb), for instance, "Helping people learn to love their jobs again."
Focusing on the value you deliver has three advantages. Firstly, it immediately informs people how you can help them. Secondly, it inspires people to ask questions about what you do (especially if they are interested in your value offering) and those questions are likely to lead to conversations. Thirdly, you give yourself freedom to deliver your service in various ways. You can coach individuals. You can train groups in workshops. You can advise Human Resources divisions. You could even sit atop a mountain and claim to be a guru!
Good luck,
J
