In January, we conducted a survey to understand the mindsets and behaviors of professional coaches and coaching students as they headed into 2018. The data provides insights into their top goals, obstacles in getting new clients, marketing tactics, business operations, and branding. Since we're half-way throught the year, we thought we'd revisit the results.
Respondents from social media coaching groups and email marketing lists completed the survey. The results were compiled into a report. (Note: This is not a scientific study.)
We'll break down the report into three short posts: about the coach, about coaching sessions, and about coach marketing. This post is about the coach.
If we were to create a “coach persona” based on the top responses in the survey, the coach would be a professional certified coach whose main goal for 2018 is getting new clients. The coach has 1-5 clients per month and charges up to $50 per coaching session. The main obstacle in getting new clients is marketing.
The coach is willing to pay $51 to $100 per month on marketing, which is mostly online marketing. The coach doesn’t have a personal website. The word the coach most often wants others to use about his coaching services is “valuable.”
About 50% of survey respondents are certified coaches, and about 25% are currently enrolled in professional coaching classes. The remaining are finished with classes and are working on completing coaching hours required for coach certification (13%) or are uncertified coaches who use coaching skills in their work (9%).
91% of coaches and coaching students who responded to the survey already have attained or are working toward attaining professional coach certification.
Most Important Goal
Coaches named five goals as most important for 2018: coach certification, helping clients, improving business operations, new client acquisition, and their own personal growth. Of these five goals, the most popular choice is getting new clients (44%), followed by improving business operations (19%). Next is coach certification (16%), helping clients (12%), and finally personal growth (9%).
63% of coaches named getting new clients and improving business operations as the most important goals for their coaching business.
Next post we'll explore details about coaching sessions such as average number of clients per month, what coaches charge per individual sessions, and how coaches want to be seen by others.
Want to see the full survey results?