Make Coaching Your Business

Business and corporate coaching

Whether you currently run a business, or are planning to start your own business, it is important to understand that your human capital is arguably your most important asset.

The talent within your business, and their professional development, is crucial to your overall business performance. It’s important that you nurture your employees to ensure they are able to meet the performance standards you need to uphold in order to achieve the strategic goals of your company. One of the increasingly popular ways of achieving this is the implementation of corporate coaching, which focuses on both conventional technical skill-based training as well as on individual issues that could enhance performance. Here’s why you could benefit from corporate coaching:

It’s the “in” thing

From trendy to trusted, corporate coaching is something that companies are beginning to comprehend and appreciate. Businesses have begun to see the value of coaching employees and helping them to develop in order to be able to meet and exceed the goals of the company. As a collaborative process, corporate coaching involves a relationship based on mutual respect and rapport, in which individual skills and abilities are recognised rather than diminished. As such, the focus is on possibilities rather than limitations, helping your employees change their attitudes, beliefs and behaviours in order to overcome any obstacles to their success. On a
broader scale, through asking rather than telling, and provoking thought rather than giving directions, employees are held accountable for their own goals and they are able to identify developmental needs as well as achieve challenging goals.

It’s about company culture

Corporate coaches are important in helping employees establish and adjust to the culture of the organisation. By providing new information on organisational structures and procedures, coaches ensure that the younger professionals in particular are able to settle swiftly into their roles. During inductions and adjustment periods, coaches can be assigned to employees to guide them to being able to fully understand and achieve the company’s goals and objectives. Mentoring is also a good way to provide workers with leaders they can turn to, particularly in cases of uncertainty and insecurity. Often, having a goal and knowing what you would like to
achieve is not quite enough. As part of the coaching process, employees find support enabling them to maintain perspective and understand the relationship between what they want to achieve and what they need to do to achieve it.

It’s more than an interesting hobby

Too often people see a gap in the market but do not know how to take advantage of it. Should you make the decision to get coaching qualifications in a time when corporate coaching is increasingly being used in the workplace, a great way to cash in on your new skill is to turn what may have started out as a hobby, into an actual business. This means promoting and marketing your business in order to build a client base.

Coaching is generally a low-cost business that, when dealt with properly, can yield potentially high returns. However, referring to yourself as a corporate coach will not be as effective as marketing your services with your specialisation i.e. leadership, change, strategy, creativity, team development etc. Different specialisations will have a different focus and, principally, serve different purposes. Coaching clients will also be less inclined to focus just on your qualifications but also largely on your experience and credibility in a specific subject area.

It has more than one avenue to success

Market research is an essential part of finding out what you can offer potential clients. The focus area of their business, how they generate business and whether they have any other kind of human resources training are some of the things you will need to consider. Once you have done this, you will be able to offer potential clients exactly what they need while also reaping the benefits for yourself. As corporate coaching is applicable in all areas of business, it is always relatable. It can foster entrepreneurial thinking while also garnering commitment of an individual to a company. Furthermore, effective coaching will take time and as it is carried out, coaching processes and goals can eventually become more consistent and valued. Essentially the success of the business will lead to the success of the coach.

If you are interested in exploring a career in corporate coaching, consider the University of Cape Town Foundations of Corporate Coaching short course, which starts on 8 April 2013. For more information contact Anique on 021 447 7565 or on Alternatively visit to view GetSmarter’s portfolio of over 30 online short courses.