Many coaches are highly skilled at helping other people recognise their potential, make difficult decisions and take meaningful action. In my experience being good at coaching does not automatically make someone good at building a coaching business.

The latest ICF Global Coaching Study estimates almost 123,000 coach practitioners worldwide and approximately $5.34 billion in annual global coaching revenue. At the same time, 59% of coaches expect their revenue to increase, with growth expected to come primarily from acquiring more clients and delivering more coaching sessions rather than simply increasing fees. Therefore, I think coaches should learn to market and sell their services if they want to build a sustainable practice. The ability to communicate your value, build relationships and invite people to work with you is part of the business.