Choice, The Magazine of Professional Coaching

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Reproduced with the permission of choice Magazine, www.choice-online.com 36 VOLUME 8 NUMBER 2 Coaching &Consulting “ For many clients, niche coaching provides the ideal blend of freedom to find their own answers within a framework of desired expertise.” you will see that the keywords of note are: • coaching focuses on “partnering,” as opposed to “expert” which is found in the consulting definition; • coaching strives to be “thought-provoking and creative” as opposed to structured and dictated which is implied by the words “providing … knowledge” in the consulting definition; • coaching seeks to “ inspire and maximize potential,” as opposed to the implied mandating which can be found in a consultative arrangement. Thus, a coach acts as a supportive partner, witness and champion, asking the questions that need to be asked in order for the client to reach his or her own answers and thereby create, on their own and of their own volition, the change they are looking for. A consultant, on the other hand, is expected to do the work and share their expertise to solve an issue for the client. Niche Coaching We’ve established that consulting and pure coaching exist at either end of a continuum, so what is it that exists in the middle? If pure coaching is at one extreme, and consulting at the other, what emerges in the space between? Enter niche coaching. When a coach declares a niche, he or she essentially announces to the world that their coaching is based on some level of expertise in that specific area. Whether the expertise is life-based, the result of education or previous work-experience is irrelevant. Specialized coaches declare publicly that there is specific expertise which sets them apart from those who practice a more generalized approach to coaching. A “weight-loss coach” suggests to those who read those words that he or she has knowledge specifically related to weight loss that is of value. A “leadership coach” announces to the world that he or she has expertise to offer to leaders who may choose to work with him or her. When you claim a niche, you must be prepared to provide the implied expertise – even if it’s within a coaching framework – to those clients who choose to hire you. In short, niche coaching is where the best of coaching and consulting come together. When a client enters into an agreement with a niche coach, as opposed to a consultant or a pure coach, they are definitely looking for a certain amount of expertise, and they are simultaneously looking for a less directive approach. They are looking to access their own strategies and answers, and Reproduced with the permission of choice Magazine, www.choice-online.com
Reproduced with the permission of choice Magazine, www.choice-online.com Coaching &Consulting yet they want to do so with the support of specific knowledge and insight. They want to be able to pick the coach’s brain, to have access to their information, and at the same time they know they’ll have the freedom and latitude to modify that expertise so that it actually works for them as an individual. In other words, niche coaching clients can take the packaged strategy, pull it apart, and then put it back together in a way that feels right for them. While consulting isn’t necessarily in opposition to this sort of tweaking, consulting clients can often feel a certain requirement to implement strategies as presented, given that they’re paying specifically for the expertise in question. Coaching & Consulting When it comes right down to it, there is a place for both coaching and consulting in the business world. While in their purest forms these modalities exist at opposite ends of a continuum, there is a place where they come together, namely in the form of niche coaching. For many clients, niche coaching provides the ideal blend of freedom to find their own answers within a framework of desired expertise. While many love the notion that everyone has their own answers and needs to simply access them, having an expert answer provided as a starting point can jumpstart what can otherwise be an arduous and time-consuming process. For those who want to invest the time, pure coaching is a wonderful tool. For others who stand in a perspective where time is of the essence, cutting straight to consulting is the way to go. And for those who want the best of both worlds, niche coaching is where it’s at. • The choice Village is coming! Look for your invitation to visit soon! VOLUME 8 NUMBER 2 37 Reproduced with the permission of choice Magazine, www.choice-online.com
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Choice, The Magazine of Professional Coaching

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