choice Magazine
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Episode 112: Unlocking Referral-Based Coaching Success: Transformative Strategies with guest, Anne Farrell
Discover the secrets of transforming your coaching business with strategic partnerships! Join me, Garry Schleifer, as I sit down with executive coach Ann Farrell, whose 100% referral-based success story will reshape your approach to marketing. Ann shares her three-step process that empowers coaches to fully own their unique value, offering practical advice to help you leverage existing relationships rather than rely on traditional marketing strategies. Together, we aim to elevate the percentage of coaches who can make a sustainable living while making a significant difference in the world.
In our conversation, we also emphasize the importance of diverse industry experience and contextual intelligence in leadership. Ann and I discuss our journeys and the unique challenges faced by coaches in corporate environments. By aligning organizational values with genuine coaching investments, we strive to eliminate the superficial "checkbox" approach to coaching. Learn about the various support systems available, from free communities to one-on-one coaching, designed to elevate your practice and achieve lasting success. Tune in for an episode packed with inspiration and practical insights to take your coaching career to the next level!
Watch the full interview by clicking here.
Find the full article here.
Learn more about Ann Farrell here.
Membership in Ann's FREE Inpowered® Impact "Coaching for Organizations" Community! Https://members.inpoweredimpact.com with 2 FREE Mentor Classes each month and day-to-day support.
Grab your free issue of choice Magazine here - https://choice-online.com/
Welcome to Beyond the Page, the official podcast of choice, the magazine of professional coaching, where we bring you amazing insights and in-depth features that you won't find anywhere else. I'm your host, Garry Schleifer, and I'm excited to expand your learning as we dive into the latest articles. Have a chat with the brilliant authors behind them, like Ann, and uncover the learnings that are transforming the coaching world. Join our vibrant community of coaching professionals as we explore groundbreaking ideas, share expert tips and techniques and, above all, make a real difference in our clients' lives. This is your go-to resource for all things coaching. So let's dive in.
Garry Schleifer:In today's episode I'm speaking with executive coach Ann Farrell, who is the author of an article in our latest issue and I don't know, for those of you watching it's got the kind of Alice in Wonderland modified picture " A Livelihood From Coaching - Feasible or Fanciful.
Garry Schleifer:Her article is entitled "Going Organizational how to Build your Business by Working Directly with Organizations. A little bit about Ann. She's a CPCC, which means she and I did CTI together, a PCC and an MGSCC and remains the only woman to rise from entry level, now you know it's not edited, to the top of the house in her Fortune 200 company's 170-year history, leading organizations as big as 5,000 employees with $8 billion budgets. Her experience gives her keen insight into supporting organizations directly. Her own successful executive coaching firm has supported over a thousand executives and leaders with over 10,000 coaching hours, so she's due her MCC any day now and her engagement processes have earned 100% client company re-engagement and 100% client growth rate. Now she supports other coaches' success, as you'll read in her article, with coaching directly for organizations. Ann, thank you so much for joining us today.
Ann Farrell:My pleasure, Garry. It's wonderful to be here.
Garry Schleifer:All right. Now I highlighted this. I have to ask. What does it mean to be top of the house?
Ann Farrell:Oh, so top of the house is positions as head of procurement, head of HR and head of product development Three executive positions, while I was in my like a trifecta kind of thing, trifecta exactly.
Garry Schleifer:Oh, wow, wow, wow wow, and the in her fortune 200 companies. So what company was that?
Ann Farrell:Company was in the automotive industry. International Harvester, new name.
Ann Farrell:Oh I was on the truck side. Truck was my whole career.
Garry Schleifer:Yeah, well, I think his truck was 170 years old, so.
Ann Farrell:There we go, from the very beginning.
Garry Schleifer:I love it. I love it Well welcome. So, Ann, I have to ask why did you decide to write for us at this time? Like I get it when I read the article, so I know that part, but why now?
Ann Farrell:Yeah, why now is I've been working really hard in organizations delivering those 10,000 hours that you mentioned in the intro, and just the past three years I've raised my head up and I'm able to focus more on supporting coaches to do this work, and my passion, Garry, is to change the percent of coaches who are able to make a living while they make a difference. So why now is?
Ann Farrell:I'm in my legacy phase and I want to get my stuff in other coaches' hands, so it lives way beyond me and way above me.
Garry Schleifer:Well, great, well, thank you, and you mentioned that in your article too and I also want to ask about something that I thought was really cool. Hold on, I have the article right here page for 37 people. You mentioned something about not having to do marketing and doing something in a different way. So tell us a little bit about that what you know, what we traditionally do, versus what you do.
Ann Farrell:I love that. Yes, the big difference between landing coaching with organizations in the way that I'm inviting coaches to do it, standing themselves up as a strategic partner, is that it's landed through relationships, not marketing. So my business all these years has been 100% referral, 100% based on delivering high quality to get more high quality opportunities to deliver more work. So when coaches put all of their, you know, one thing I noticed coaches doing when they launched their business is they put all their energy in finding new people. Let me market, let me, let me get the people who might need me, make them aware of me. Let me elevate my visibility and they step right over their biggest lever, which is the relationships they already have. I can name that cause I did that too. When I walked out of corporate and said, oh, I'm launching a business, I started like looking ahead of me, like, oh my gosh, who do I find? And then I started had all these taps on the shoulders from behind from the people who already knew, liked, loved and respected me.
Garry Schleifer:Yeah, and that's really important too as well and you talked about your three-step process, so why don't you tell us a little bit more about that? I mean, let's go beyond what we can read.
Ann Farrell:Exactly. So the three-step process, the why you, for who, with what is all focused not on the market. It's not like an elevator pitch where it's like, oh, what do I say to others. It's really focused on supporting the coach to fully own their value. Yeah, I call it being empowered before they try to figure out how they go to market it. So often, I don't know, I'm sure your experience is similar, Garry, but I left CTI coaching. It's coach training, so excited about coaching.
Garry Schleifer:Yeah.
Ann Farrell:I see coaches come out oh my God, I can't wait to sell coaching and they forget all the things they've done in their life before they added coaching skills to their list. So really helping them to just re-anchor in. Why would an organization who already knows the value of coaching, by the way? Why would they choose you as the coach? Well, it's really based on you, us, who we are and our fullest. All of the things.
Garry Schleifer:Yeah and you know to your point, yay, I mean, I remember back in the day having to educate people on coaching. Now they don't need to know what value coaching brings. To your point you said in your article. It's like like so why should we choose you to coach our people? We already know what coaching can do. But why you? And it goes to your point about, you know the high trust, why you?
Ann Farrell:Exactly, and it really re-centers the coach on owning why them?
Ann Farrell:As opposed to well, I think I want to go own help over here, or I think I'd love to go play in this niche over there. The most powerful way to do this work is to line up the need we're most credibly able to serve, based on where we've been, what we've done, what we've experienced. Now, why we would be the choice to serve that need makes so much more sense to the people who are looking for people to help them.
Garry Schleifer:Yeah, you know, it's really strange. I'm thinking about my own recent experience and I have a profile on a couple of these platforms, right, and I cannot tell you a majority of the people sorry, I can't tell you majority of people pick me because I don't look like I'm like this. For those that can't see you see me on the recording, but I wear colorful, short-sleeved, professional but fun clothes, fun shirts. And they said everybody else looked too buttoned down and too serious, so, judging by the picture. And then the other thing is I always say I coach with rigorous compassion, so basically I hug you and kick you in the butt at the same time, both lovingly, of course, and uh, but it's, it's, it's knowing who you are. I know who I am. I tried that button down thing and doing all that when I went to networking things like that, and it was just, it felt aki, it was, you know, inauthentic. So I love to your point about saying like, who are you?
Garry Schleifer:And then the other thing is here I am coaching leaders and I think we're going to get into this about your article and I, yes, okay, I've been a CEO.
Garry Schleifer:I've run, built, run and sold major corporations. But you know, in the grand scheme of things, I'm not a top 100 company CEO or anything like that, right, but people still choose me because of my entrepreneurial experience, flair whatever because they all have some sort of side gig they want to deal with. So I'm the one that can deal with both that because I have a team of choice, but I also have the other side. So I want to delve into what you said in the article and then reflect back on again, again on my experience, just in case you're reading this with the notion that the only coaches able to land business directly with organizations are those with corporate experience. Please know that the how I'm about to share has worked for coaches with all sorts of backgrounds to land business with all types of organizations. So give us an example of, without naming names, obviously, unless you're allowed to, the least likely person that ever came across your way that became a coach using your process.
Ann Farrell:I love that, thank you. A yogi master, no experience oh my goodness, exactly. And yet, when that yogi master really fully owned what they bring to the table and add that to their coaching skills, the fact that there's such a need in organizations, or especially executives, to really get centered more mentally, presence wise it was a brilliant match.
Garry Schleifer:I'm sure they had silence handled and a breathing handle and all that sort of stuff. But you it reminds me of the, you know it's been throughout my career, is people are like, well, I'd really like somebody with experience in my industry and I'm like, no, you don't. And there's a perfect example. Because if you do, you bring far too many biases along and assumptions, I mean same kind of thing. Let's say I was in automotive and I somebody hired me to work in automotive and I'm like I'm going to make too many assumptions. I have to work too hard. Right, I'd rather be asking you questions to have you rethink. And a Yogi master would be like perfect for anything corporate, anything.
Ann Farrell:Anything and anyone. Exactly. I think there's real power in understanding that contextual intelligence does matter, but it's not literal. The fact that I come from automotive, I will tell you, other than when I first left my organization, I haven't coached in automotive or manufacturing since. I've been in all under industries. The contextual knowledge that I bring is more on the space of leadership and connection and relationships. And how does that play into creating success on your own terms?
Garry Schleifer:Yeah, yeah, no, no kidding. I you know, and I love coaching. So it just like you're, we're, we're singing to the choir, right?
Ann Farrell:I know it is.
Garry Schleifer:We all know. So what else do you want people to know about your process? I mean, you said earlier, that might have been in the green room or here, I can't remember, but you're in your legacy phase. So what do you see is the exit, you know, the grand finale exit out of this, because I'm gonna be coaching until I can't.
Ann Farrell:I get that. Y eah, I think the grand finale exit, I don't know if it's grand, but I'll say this the exit, well, for me is going to be like walking to the beach more, knowing that everything that I've built is in the hands of coaches so it lives on, versus just withers away. The processes and the tools, they really do make a difference, Garry, and the more coaches that I can help do this. One of the things that's been most fulfilling and I didn't even see it coming is that so many of my coaches that I've supported over these past 18 years I mean, yeah, 48 years on this, it's time for me to walk to the beach, don't you think?
Ann Farrell:48 years on all sides of corporate coaching, but it's been transformational to their lives to create financial freedom, and so it's like when I see that that's what we can serve. When the data still says 80% of coaches leave before the end of year two, they give up because they can't break through. No, when there's still more starfish to save, when there's still more coaches, I can make this difference with. My walk to the beach will be, maybe I'm walking with some coaches even as I go, but in the meantime, wholesale empowering coaches with what really works in this huge market segment that the business building strategy we hear with coaches don't work for.
Garry Schleifer:Yeah, no kidding So The traditional stuff and you spoke a lot about that in your article and we talked about that a bit earlier. So how are you helping these coaches? Do you have a onboarding? Do you have a training? How does it work?
Ann Farrell:It works like I teach. I have different levels to meet people where they are, so I start with a free community. Free community, all focused on coaching for organizations, with two free mentor classes every month and unlimited, hey can show up with their challenges at any point in time and I will reply and help them. And then it moves to a group program and hybrid program and one-on-one coaching. So meeting the coaches where they are to take them to their next level is really important to me.
Garry Schleifer:So somebody like me who's got limited corporate experience. Now, I've got tons now.
Ann Farrell:You have tons now. Nice try.
Garry Schleifer:Yes, no, seriously. I'm always looking for other opportunities to coach.
Garry Schleifer:Even for an organization, it has to be a good fit and this so far feels like a good fit, right. Sometimes they're just not. You know you work at it at the client level, but you also work at it, I guess, at the organizational level. Yeah, so that's a good question for you. When have you ever had it not be a fit with an organization?
Ann Farrell:When it was an organization that was I'll call it more using coaching versus investing in coaching. A last, last resort when they planned the leader okay bill allow.
Ann Farrell:here we did everything we could for this leader and it was, and now it's totally on them. Success and struggle is systemic yeah.. It's and yet some organizations fortunately organizations, not many that I've found most found, them have come from a really strong heart place about being sincere, about elevating their talent Right. it also can be seen as a way to check a box.
Garry Schleifer:Yeah.
Ann Farrell:And that's when I know it's not a good fit.
Garry Schleifer:The sniff test. Yeah, that's pretty evident, that's pretty much in your face when they're doing that, because they're like here, go do your thing versus wow, how do you do it, and then, and then, and then.
Ann Farrell:And oh, wait, you mean I'm involved in this with you? Oh, oh no, I wasn't looking for that.
Garry Schleifer:Yeah, no you just go do your thing, you just go fix them and and we'll all be happy and we'll send you your check. Yeah, no. What else do you want to tell us about your process? Uh, we touched on high trust. Tell us a little bit more about high needs and delivering high value.
Ann Farrell:Thank you. I think one of the other ways that we coaches can get in our own way is getting overly attached to something that we've created and then trying to bring it to organizations. I'm thinking in terms of program or a product and what happens when we do that is we immediately shift ourselves from being a strategic partner in solution to being a vendor. I think that it's such a fine line and it's a line that, without really being thoughtful, it's easy for coaches to cross and once we show up as a vendor instead of a partner, it almost is a relationship breach, like oh my gosh, I thought you were here because you wanted to help me. All along you just wanted to sell me something. So I really want coaches to be aware of how they're holding their value above their value. Their strategic partnership is above their services, not collapse their services with who they are.
Garry Schleifer:Okay, hmm Interesting.
Ann Farrell:Can make such a difference.
Garry Schleifer:Yeah, no kidding, fine line is right yeah, wow, so if we're transactional versus um, relational thank you, oh duh. It's not about selling everybody, it's about relationship, and the relationship is a coaching style of process. You're asking questions, not about you or what you do or how you do it. It's about them and what they need and oh well, I mean, every once in a while you're going to say so, if I could help you solve that problem, would you be interested in working for me? You do have to close the deal, though, right, Ann?
Ann Farrell:You absolutely close the deal.
Garry Schleifer:Ask for the business. Don't leave it open.
Ann Farrell:You have to close the deal, and my recommendation is to close it by offering options.
Garry Schleifer:Yeah, ah, yes, don't just make it black or white, yes or no. It's like what was it? I think they called it the McDonald's scenario. It's like would you like small, medium, large fries with that? Or you know when you're buying.
Ann Farrell:So there's no option not for fries.
Garry Schleifer:Right. They take away the saying no part. It's just like you're asked to choose one of the three.
Ann Farrell:That's exactly it. Yeah, intellectually, it puts the people that we're speaking with in a solution mindset versus a buying mindset.
Garry Schleifer:Very good, very good distinction, yeah, cool. Wow, and then delivering high value.
Ann Farrell:Yes, delivering high value. What I want coaches to know is that there's a difference between what we learn in our one-on-one coach training and meeting all of the needs and expectations of organizations, and so being really wise about the system that the client is operating in and what systemic support is already available for them there or should be, and how do we make sure we tap the engagement into that, let's the coaching be more impactful and sustainable for the client.
Ann Farrell:Yeah, it's thinking more beyond just what we do one-on-one with the client every month. It's who else should be engaged, what else should be incorporated and how are we really supporting the client ongoing post the engagement as well as during it?
Garry Schleifer:Yeah, I'm currently working with one organization and it's a three session engagement with each person, and part of it is you know, who are you going to work with after you're done working with me? You know, enters inside or outside the organization and, and, to your point, what's available, what system, systems are available, that sort of thing. So, yeah, no, that's good and resources. I mean how many times I've sent some articles of choice even to my clients because they relate. They're not just for coaches, it's also for the clients you know, yeah, yeah.
Ann Farrell:I think that's why I love choice, because it's not just for coaches. It's as relevant for coachees as it is the coach.
Garry Schleifer:Yeah well, and even my 92 year old mother gets a copy of choice every quarter and she reads it from cover to cover and asks me questions. Yeah, I don't understand this particular part, or what does this one mean, or something like that. So I love that she is engaging her brain.
Ann Farrell:That's wonderful, and she's proud of her son.
Garry Schleifer:I think so might have a little bit to do with that yeah. Now I have to teach her how to listen to podcasts, which is just one button, ma. She's not listening right now. Ann, this has been absolutely delightful. What else would you like our audience to know or do as a result of this article and this conversation?
Ann Farrell:Yeah, thank you, Garry. I would love for the audience to come and join my free community.
Garry Schleifer:Yeah, and it's where.
Ann Farrell:It's a Mighty Networks group so that we can share confidential IP whatever, and it is at easy way to join HTTPS:// members. empoweredin impactcom.
Garry Schleifer:We
Ann Farrell:Tat's Thank you, well, and if you're most a lot,. of
Garry Schleifer:A lot of us are already in Mighty Networks.
Ann Farrell:Beautiful Right. Yes, they will Thank you.
Garry Schleifer:Cool. And how would someone reach you directly? Through Mighty Networks or LinkedIn or email? What would you prefer?
Ann Farrell:Mighty Networks or LinkedIn are the easiest, and in LinkedIn it's Ann Farrell, PCC.
Garry Schleifer:Good for you, and so are you going to go for an MCC ever?
Ann Farrell:I don't know I have so many renewals of PCC over the past 18 years.
Garry Schleifer:I know. Me too.
Ann Farrell:Are you?
Garry Schleifer:I have. I started filling it out and I need, because I work for other organizations I can't record calls. I need external clients.
Ann Farrell:This is a good ask. Anyone here who's willing to support Garry and his MPC as an external client?
Garry Schleifer:Yes, I have always got room for clients. Thanks, Ann. You just hit one of my check marks on my list of things to do. Yes, I'm open to having coaching clients. I'm very happy to work with people, especially those that really want to build up their business and deal with those challenges. I love it. So we've got the best way to reach you and, Ann, I hope you're going to write for us again as part of your legacy and leave your word print out there in the world and your voice print. Thank you so much for joining us for this Beyond the Page episode.
Ann Farrell:Thanks for having me, Garry.
Garry Schleifer:That's it for this episode of Beyond the Page. For more episodes, subscribe via your favorite podcast app, probably the one that got you here in the first place. Don't forget to leave a comment and a like. We really appreciate knowing that. If you're not a subscriber to choice Magazine, you can sign up for a free digital issue by scanning the, I never get it right, right these mirror things, by scanning the QR code in the top right corner, or by going to choice-online. com and clicking the sign up now button. Thanks again, Ann.
Ann Farrell:Thank you.
Garry Schleifer:I'm Garry Schleifer. Enjoy the journey of mastery.