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Preface xi Acknowledgments xix CHAPTER ONE From Frustrated Therapist to Successful Coach 1 A burned-out therapist discovers coaching and builds a successful coaching business in three months. CHAPTER TWO Comparing Coaching and Therapy 11 What is coaching and how is it similar to and different from therapy? How are therapy clients and a therapy practice different from coaching clients and a coaching practice? CHAPTER THREE How to Become a Coach 37 Do you need coaching training? How do you fi nd training that doesn t duplicate what you already know? How can you be a coach and a therapist? CHAPTER FOUR Integrating Coaching into Your Therapy Practice 61 How will you set your fees? Do you need different liability insurance? What are the legal implications? Can you bill medical insurance for coaching? Do you need different forms for coaching? How are coaching sessions different from therapy sessions? Do you market your coaching services differently? CHAPTER FIVE Choosing Your Coaching Niche 77 What is a niche? The benefi ts of choosing a niche. How do you choose a niche? How to own your niche. Can you coach more than one niche? CHAPTER SIX Designing Your Service Delivery System 97 How to use market research to guarantee your success. Designing a service delivery system to meet the needs of your niche. How to create packages, programs, and products for your niche. CHAPTER SEVEN Marketing Your Coaching Practice 115 What not to do. Does marketing create clients? Marketing versus enrollment. Basic marketing strategies. How to market creatively, effectively, and affordably. CHAPTER EIGHT How to Enroll Clients for Your Coaching Practice 151 How getting coaching clients differs from getting therapy clients. Selling versus enrollment. Conducting an effective enrollment conversation. How to get a client whenever you want. CHAPTER NINE Building a Successful Coaching Business 165 Becoming an entrepreneur. How to get paid what you re worth. Promoting client loyalty and longevity. Maximizing your private practice income. How to have fun, play large, and retire smiling. APPENDICES A. Selected resources for building your coaching business 175 B. 14 Compelling reasons to use a professional coach 177 C. A short history of coaching for clinicians 181 D. Six stages of client readiness for change 187 E. Beyond psychotherapy: working outside the medical model 193 ABOUT DAVID STEELE 201
With more than twenty-five years of clinical practice and fifteen years of coaching experience, DAVID STEELE, MA, LMFT, CFC, is founder and CEO of Relationship Coaching Network and Relationship Coaching Institute. A prolific writer and creator of proven coaching models and mentoring programs, David is a recognized expert in practice development for therapists and coaches.