3) Group coaching/training programmes

The advantage of this is the lower cost plus regular classes and fieldwork that keep you on track. Some people will benefit from working in a group, especially as they learn from the experiences of others, and particularly if there is a "buddying" system in place.

The disadvantage is the lack of personal coaching/consulting or significant input from the expert in examining your particular situation. Not only that, but you'll be going at a pace as dictated by the course outline, when you might want to move considerably faster or even slower. Also, most programmes go through a range of strategies as decided by the programme creator, some (or many) of which are not applicable to your particular situation. This is especially true if the programme is designed for the generic "small business" - what works for a dry cleaning business may not work for a consultant, coach or professional.

The result is that you may be learning 10 or 12 strategies at a rather superficial level, rather than homing in on the 2 or 3 strategies that are really going to deliver results into your business, and which are manageable.

4) One to one business/marketing coaching

The advantage of this is the personal attention, and the ability to address your specific issues. This works out a little more expensive than a group training programme, but less expensive than hiring a consultant.

How this works varies widely and a lot depends on whether the coach is using a coaching model (i.e. they guide you in working out your own solutions) or a marketing model (they take on a role more similar to a consultant than a coach, and tell you what will work for your situation). Most do not seem to offer any structure, specific outcomes, or programme of activities so it can be hard to tell what you're getting for your money.

5) A Structured Programme of consulting, training and mentoring delivered one to one

In this scenario the consultant uses a structured series of exercises to analyse the client's situation, help them build their marketing foundation, overcome problems and obstacles standing in their way and works with them to create a series of marketing actions that will work best for them.

This typically costs about the same as marketing coaching, but has more tangible outcomes and the consultant will also be doing things on the client's behalf in between sessions. The advantages are that the client is fully in control of their own situation and is being guided and taught how to do things for themselves. The consultant will also use their expertise to steer the client towards solutions that will work for their situation, their market and their type of business, and filter out approaches that are irrelevant or less likely to produce good results.

The disadvantages are that you still have to do the work yourself (unless you pay for help with implementation), and if the consultant is helping you to craft your message and build your foundation, then there may be a delay before any strategies get fully implemented. This is really the approach that is analogous to building your house on rock rather than on sand - it takes a little longer to lay the foundations, but it's a sturdier, stronger solution in the end.

© 2006 Jane Hendry, Attractioneering

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