If you’ve been in the executive coaching field for very long, you’ve probably experienced a yearly pattern in your access to new opportunities. New coaching contracts certainly coincide with the hard work coaches put into marketing their services. But opportunities are also affected by factors beyond the coach’s control, and these may be seasonal. The challenge for coaches is to understand each potential client’s peak and off-peak seasons, to make the most of the windows of opportunity throughout the year.
Time your discussions with clients accordingly, accounting for their decision lead times. Here are a few factors that determine your opportunity windows:
- Client budgets: Coaching expenses are more palatable when corporate budgets are renewed. When the budget year reaches its final quarter, budget overspending or underspending may determine how financially viable coaching projects are. It pays to understand your client’s budget situation as best as you can.
- Vacations: Certain times of year are generally considered vacation season, and coaching work will be tough to arrange then. Leaders can be difficult to connect with during school spring breaks and summers. Also, December is usually a month preparing for holidays, where coaching appointments will take a lesser priority. Be sensitive to your client’s personal schedule.
- Frequency: Proposing additional coaching work too closely on the heels of a previous project may strain the client’s ability to make it work administratively. Executives enjoy certain privileges (coaching being one), but they can’t overdo it.
Heading into your peak times, take advantage of Content for Coaching articles to market to the clients most open to your services. And during your off-peak times, stay on top of your game by learning and growing. We have some great articles to freshen your perspectives and insights!
How do you been maneuver through your peak and off-peak coaching seasons? We’d love to hear from you; send us an email.