Using an internal champion to sell the value of performance based coaching

Using an internal champion to sell the value of performance based coaching

There are 2 kinds of coaches in the marketplace.  Those who 1) work based on value and those who 2) work based on hourly transactions.

(And perhaps a third kind, who are aspiring coaches or underemployed.)

The value of performance based coaching is based on transformation.  Too many people, such as HR professionals, regard coaching as a transactional event.  Yet coaching cannot be billed hourly.  That is unethical.  It leads to inflated billing, inaccurate expectations, or time waste.  Can you imagine how long a transactional coach might have to “work with you?”   It may be years!   Instead, if the coaches goal is to help someone change beliefs or behaviors, then the coach should be paid based on results.  The value is not time spent, or wasted.  The value is results.  I do not understand why any professional would suggest billing hourly.

Instead, we use internal champions to 1) show the value of coaching, 2) sell the value of coaching.

Here is a representative dialog thread.  It led to a meeting with the next buying agent, and a 12 month engagement.

From (Champion):

Thanks.  I am not suggesting it’s not fair & know that Lou has direct experience in this sort of thing.   Just instincts, and they may surprise me.  I may continue with coaching even if they don’t fund the shadowing.    I’ll follow-up with you after I can get in touch with Lou.

From: Doug Gray [mailto:doug@action-learning.com]
Sent:
To:
Subject: RE: next steps: performance based coaching

Good morning (Champion),

Welcome back from your well-deserved spa time.

1. There is nothing more important than driving employee engagement/ response.  What gets tolerated causes emotional responses and delay.  You have an urgent need.

2. This proposal reflects a fraction of your value to the company.  Assuming a 10:1 ROI, these numbers are more than fair.

3.   I remain glad to speak to Lou, or anyone at any time.

Respectfully,  Doug Gray, PCC

To: Doug Gray
Subject: RE: next steps: performance based coaching

Sorry Doug – I didn’t get a reply from Lou on the message I sent him before vacation.  (I kind of have a problem with that).   Have 1:1 with him tomorrow, but to be honest, not sure they will fund this expense.

From:

Hello Champion,

As we discussed on Tuesday, September 6, here is a proposal with 3 options.  We have an opportunity here to create significant change/ impact…

We have tentatively set aside Tuesday, October 4 as the first day to meet/ observe your team in Atlanta.  Please let me know which option you would like, by Friday Sept 23, so that I can submit an invoice.

(In the interim I certainly hope that you can enjoy your well deserved vacation time!)

I look forward to helping you apply/extend your leadership skills to your team.

Here are at least 2 questions for you:

1.  What does your team need?

2.   And how are you being a champion?

Naturally, I urge you to contact me ASAP so that we can discuss your needs.

1 Comment
  • BC

    What is the different between a key of internal champions and the key of external champions?

    April 12, 2012 at 9:51 pm