Here are keypoints of the things I learned about: (1) Creating Clients and (2) Coaching Clients.


Creating Clients

a)      You cannot talk about Coaching. Very few people will pay for coaching based on just an intellectual understanding of it. That is why the only way to create a client, is from the beginning, to offer the experience of coaching, however small. It is that experience that will draw their interest and which will then make you able to arrange a conversation between them and Noam.

b)      Understand where they’re coming from: This is most of what I did in terms of clients. I researched people. When researching someone you’re looking for a few things:

i.     What they are fighting for. This is about their current situation. A situation they may have taken on themselves for various reasons. For example, someone who works a desk job is fighting for that company’s progress, whether they know it or n.

ii.      What they ACTUALLY want to fight for. This is their true desire. The person working the desk job might want to be a writer.

iii.      How they are stopping themselves from getting there

iv.      How to contact them directly (The most surefire way I’ve found is having a premium LinkedIn account)

If you find out these things, then it is easier to hit straight for the mark when creating their first coaching experience. What you’re basically looking for is: The story they believe they are living. By understanding that, you can begin challenging that story.


Coaching Clients

a)      ‘Part of the value we bring, is that no matter what happens, we keep moving in the same direction.’ - Noam

This is likely what people are paying for most. Someone who helps them keep going, because people find it VERY EASY to go back on their decisions. I do this, you do this, everyone does it, we find excuses.

b)      Seeing through the bullshit. Despite knowing that our initial course of action was wise and beneficial, we yield to fear and go back on our decisions. We do this also through the means of stories. A coach’s job is to see through the bullshit in people’s stories.

c)       Keep a certain detachment from the client. People, no matter what you do, will not always do the most beneficial for them. And you, cannot always see what they are going through. Allow them space to distance from their coaching and return.

d)      Timing is key: Remember that people are not achievement machines. They rise and fall, they act and sleep. This is in a wide context: for example, for many years now, I’ve been very demotivated and insecure in Winters. Not that this cannot be overcome, but in some stages, it is good to push them, in others, to give space, or offer different types of support.