Coach Builder: How to Turn Your Expertise Into a Profitable Coaching Career

by Donald Miller

Whether you’re thinking about starting a consulting business or have been coaching for a while, Coach Builder will give you the 8-step plan every self-employed coach needs to be successful.

Have you experienced a moment when you realized your career wasn’t as secure or fulfilling as you thought it was going to be?

Maybe you’ve thought about using your skills to start your own consulting business – but you haven’t had the confidence to go for it.

Donald Miller has been consulting and coaching for over two decades. He’s consulted some of the world’s top brands including TOMS Shoes, TREK Bicycles and Tempur Sealy.

In 2020, he founded his own coaching program, where he’s helped hundreds of coaches start and grow their business. As a coach of coaches, he knows exactly what it takes to build a successful consulting career – and now he’s sharing eight secrets of success with you.

In Coach Builder you’ll learn how to…

Create a menu of services to sell to clientsGenerate and manage a list of potential clientsCreate a compelling website that attracts your ideal clientsWrite and automate sales emails that land clients while you sleepCreate a marketing funnel and product ladderSet realistic business goals and accomplish themBuild or join a community to help you growNavigate the nuances of the client/coach relationship 

If you’re ready to make a lot of money doing something you love every single day, Coach Builder is the book you’ve been waiting for.

Genres: Business, Nonfiction, Audiobook, Personal Development, Leadership, Self Help, Fitness

243 pages, Kindle Edition

Published March 12, 2024

About the author

Librarian Note: There is more than one author in the Goodreads database with this name.

Don Miller is an American author, speaker, and entrepreneur best known for his New York Times bestseller Blue Like Jazz. He is the CEO of StoryBrand, a company that helps businesses clarify their messaging. Miller’s writing often explores faith, identity, and personal growth. His other books include Searching for God Knows What, Through Painted Deserts, and A Million Miles in a Thousand Years. He founded The Mentoring Project to support fatherless youth and has advised both nonprofit and government initiatives. His later work, including Scary Close and Building a StoryBrand, reflects a shift toward personal development and business communication. He lives in Nashville with his wife, Betsy.

Reviews

[Jung · Rating 5 out of 5]

"Coach Builder: How to Build a Profitable Career As a Small-Business Coach" by Donald Miller offers a comprehensive roadmap for individuals looking to forge a successful career in coaching. The book lays out an eight-step plan, covering everything from defining service offerings to mastering soft skills essential for client engagement. Here are the 8 key steps outlined in the book:

1. Create a product and services menu: Crafting a strategic menu of coaching offerings is essential for attracting clients and setting the direction for business growth. The book advises identifying unique expertise and packaging it into tangible services that address clients' needs effectively.

2. Cultivate your potential clients: Building a list of potential clients and nurturing relationships with them is crucial for securing coaching opportunities. The book emphasizes the importance of offering value and building trust through personalized interactions and customer relationship management systems.

3. Develop a compelling website: Establishing a strong online presence through a well-designed website is vital for attracting clients and communicating the value of coaching services. The book provides guidance on creating a website that effectively showcases coaching offerings and encourages engagement.

4. Craft effective deal-securing emails: Mastering the art of crafting persuasive emails is essential for converting leads into clients. The book offers strategies for automating follow-ups, delivering value through email content, and strategically guiding leads towards committing to coaching services.

5. Build marketing and product ladders: Structuring coaching offerings into marketing and product ladders helps guide clients from initial interest to full commitment. The book advises creating curiosity, providing enlightenment, and facilitating commitment through a range of coaching products and services.

6. Set clear goals: Setting actionable goals that align with financial aspirations and business growth targets is essential for success as a coach. The book encourages setting specific revenue targets and nurturing a steady flow of qualified leads to sustain business growth.

7. Engage in a coaching community: Participating in coaching networks or establishing one's own community provides valuable support and opportunities for professional development. The book highlights the benefits of engaging with fellow coaches to exchange insights, share experiences, and foster growth.

8. Master soft skills: Developing soft skills such as empathy, active listening, and effective communication is crucial for building trust and fostering meaningful coaching relationships. The book emphasizes the importance of genuine connections and client-centric approaches in coaching practice.

By following these eight steps, aspiring coaches can lay a solid foundation for a fulfilling and profitable career. The book not only provides practical guidance for establishing a coaching business but also underscores the importance of genuine connections and client-focused approaches in driving success. With determination and a commitment to continuous growth, readers can embark on their coaching journey with confidence, knowing they have the tools to make a meaningful difference in clients' lives.

[Jenni Williams · Rating 5 out of 5]

After coaching for nearly 15 years, I still learned a TON from this book! The content is presented so logically and clearly. This book should be used by every "coaching teacher" when supporting coaching students.

[Sarah Cupitt · Rating 3 out of 5]

An 8-step plan every self-employed coach needs to be successful (spoiler: you don't need all 8). I would argue this makes a good starting point if you don't want to spend 25k per year on the thought leader business school.

Notes:
- the leap from being an expert in your field to effectively coaching others isn’t without its challenges
- craft a strategic menu of products and services - To kickstart the process, begin by identifying the unique expertise and insights you can package into tangible offerings. For instance, if you have a background in leadership development, consider organizing a leadership workshop or a one-on-one coaching session focused on enhancing leadership skills. The key is to ensure your offerings are easily comprehensible, valuable, and priced appropriately to reflect the quality and outcomes they deliver.
- You can also brainstorm the specific problems or goals your potential clients have. Then design your services to directly address those issues. For example, if your target clients are small business owners looking to improve their sales strategy, a workshop titled “Double your sales transformation program” could be an appealing offer. Similarly, a “Leadership alignment workshop” might attract businesses aiming to refine their mission and company culture.
- Jot down potential names, starting with those in your immediate circle. This list is the beginning of a relationship where you offer value and trust.
- MAKE A CRM DAMN IT SARAH
- The third step is to refine your online presence by creating a compelling website that acts as your digital sales pitch.
- automate follow-ups. Implement an automated email system to regularly reach out to your leads. This not only saves you time but ensures consistent communication with your potential clients.
- Send a series of at least 12 informative emails that offer practical advice, tools, and strategies to help your leads grow their businesses. (could do LI newsletters instead)
- Begin by highlighting a common problem your leads face, then present your coaching service as the solution. Include a mix of content types in your emails, such as problem/solution insights, case studies, step-by-step guides, expert advice summaries, and direct calls to action.
- Build your clients a ladder
- The sixth step is to set clear, actionable goals that reflect both your ambitions and the realities of building a successful coaching practice.
- embrace the power of community by either joining or establishing a coaching network

[Scott Wozniak · Rating 5 out of 5]

What's the big idea and/or unique approach of this book?
A lot of people dream about becoming a coach (or consultant) and are good at the actual client advisory work. But they don't know how to build the business (find clients, price your services, build a team, etc.). And I was one of those people, back in the day.

How am I smarter, better, or wiser because of it?
Well, I have already learned all of these lessons and built a company with 16 people on staff and hundreds of clients, so I didn't get any new information out of this. But I was encouraged as I thought back on my journey.

Was I entertained/did it keep my attention?
It's very well written. Miller is a great communicator.

Would I recommend it to others?
Yes, if you're looking to become a coach or consultant, this is a great practical step by step process to get there.

[Kat · Rating 5 out of 5]

I received an ARC of this book in exchange for my honest review. I enjoyed this book. It was conversational in tone and easy to follow. I’ve been coaching teachers for a few years now and there are some actionable steps here that I think could launch a personal business if I chose to ever move in that direction.

This book is super actionable! I work as a coach in a K-12 educational setting, but a lot of the steps mentioned in the book are things I can use to help me enroll teachers and keep my coaching up to date and flourishing. I know that at some point I will want to leave education and possibly go into business for myself, and this book has ways for me to do that. I'm not sure I was the intended audience, but I still found things that I can use in my current position.

[Stacey Ansley · Rating 5 out of 5]

I had an ARC of this book however, having dedicated over a decade to coaching businesses, I only wish "Coach Builder" by Donald Miller was around when I embarked on this journey.

Miller's eight-step plan provides a clear blueprint for success, from crafting a compelling service menu to mastering the soft skills essential for impactful coaching. What makes this book invaluable is its blend of inspiration with practical tools, all backed by real-world success stories.

"Coach Builder" is more than a book; it's a mentorship in written form. It validates the hard-earned lessons of experienced coaches while offering fresh strategies for growth and community building. For anyone in the coaching field, this is a must-read-a concise guide to navigating and thriving in the coaching industry.

[Maxine Blackwood · Rating 5 out of 5]

In the CoachBuilder by Donald Miller, you've learned that a successful coaching business stems from an eight-step strategy focusing on clear service offerings, client cultivation, compelling digital presence, effective communication, strategic client engagement, goal setting, community involvement, and the pivotal role of soft skills. This concise roadmap not only guides you through establishing a thriving practice but also emphasizes the importance of genuine connections and trust in coaching relationships.

Embrace these steps as your foundation not only to achieve financial success but to make a meaningful difference in people's lives. Start your journey today with determination and the knowledge that you have the power to change lives for the better.

[Paige Gordon · Rating 3 out of 5]

While this book didn’t hit as hard for me personally as I wanted it to, that is because of a whole lot of other factors that I don’t think reflect any on the actual quality of the book. Like all of his others in recent years, Don’s book offers a straightforward plan that I believe anyone could implement and see results from. If you are looking to build or expand a coaching business, I’d highly recommend checking it out!

Favorite Quote: “We can’t realize an idea for a client; they have to reality it themselves. We help them do that by asking questions… we don’t teach as much as we help people realize certain truths for themselves.”

[Ana Veras · Rating 5 out of 5]

Coach Builder es un libro inspirador que se centra en la idea de construir una vida y carrera significativas a través del coaching.

Este libro está dirigido a personas que buscan generar un cambio en la vida, carrera, negocios, relaciones y desarrollo personal de los demás. Es especialmente útil para coaches de cualquier nicho, mentores y líderes que desean inspirar a otros a alcanzar su máximo potencial y lograr sus objetivos.

El libro ofrece herramientas súper valiosas para ayudarnos a crear desde cero un negocio de coaching rentable y escalable, abarcando aspectos desde CRM y Marketing hasta la contratación y gestión de equipos de trabajo.

[Michael Jones · Rating 3 out of 5]

This is a helpful guide to what it takes to build a coaching business. Although the book leverages the "business coach" as its primary actor, most of what is there is applicable to just about any type of coach.
The book will have you look at what your products are, what your target market (niche), and who your ideal client is. There is good info for coaches trying to build their business initially, or for those trying to transition a higher level. There are some good stories and examples as well.

[Cordes Lindow · Rating 5 out of 5]

Great Guidance for Business coaches

Donald Miller gives step-by-step clear instructions on how to build a solid business coaching business. Think of this back as more of a walk book to put into practice. With each chapter have specific activities to put into practice that will created solid business model. I cannot recommend a better book for anyone in the business coaching world.

[Mir Shahzad · Rating 4 out of 5]

Summary:

This concise roadmap not only guides you through establishing a thriving practice but also emphasizes the importance of genuine connections and trust in coaching relationships.

Embrace these steps as your foundation not only to achieve financial success but to make a meaningful difference in people's lives. Start your journey today with determination and the knowledge that you have the power to change lives for the better.

[Manouane Beauchamp · Rating 3 out of 5]

Dans ce livre, Donald Miller offre une recette pour développer et vendre ses services à titre de coach. Il ne s'agit pas d'un livre qui présente un modèle pour coacher, mais bien une solution pour lancer et commercialiser ses services de coach. Il va même jusqu'à donner des exemples de courriels à envoyer à de potentiels clients afin de leur présenter une offre de service. Un livre très complet pour les personnes qui souhaitent commercialiser leurs services de coaching.

[Rainer Erani · Rating 3 out of 5]

Helpful in brief. Worth skimming if you’re looking to start a coaching business. Not what I was looking for. But it got me interested in career coaching content, so I’m excited to read more on helping develop others personally and professionally. If you are wanting to start a coaching or consulting business, it probably is worth the read. But it doesn’t teach you how to coach as much as how to make money coaching. I was hoping for more of a helpful guide to building others up, when it’s more about building a business. Pretty recent entrepreneurship book though.

[Tauna · Rating 5 out of 5]

Coach Builder is as useful and practical as it is enjoyable. In true fashion, Donald Miller brings the coach into the story, shows them how to become the hero! From page one I knew this book was going to help me be better at coaching and running a coaching business. I will be referring back to this book over and over, it's excellent.

[Kevin · Rating 5 out of 5]

This book helped me get out of a funk and realize I have skills and talents to be a coach and that being successful and profitable aren’t as hard as we think. The approach laid out in this book is so simple, you just have to do it… start, iterate, and improve. I am eager to get started mapping out my process to success.

[Katie Neal · Rating 5 out of 5]

5 ⭐️. Donald Miller has written a practical, straightforward and actionable book to help coaches build a successful and profitable business. As a new coach, I’ve begun portions of his framework into my own practice and it’s already working. I’ve also recommended it to several other coaching colleagues in early stages of their coaching career.

[Asier Marqués · Rating 3 out of 5]

Como guía para ofrecer servicios de mentoring y coaching profesional a clientes está bastante bien. Hay ciertos detalles muy orientados a mercado de USA, pero por lo demás es bastante útil en darte pautas sobre cómo enfocarlo.

[Marko Low · Rating 5 out of 5]

This isn't a book for learning about coaching, this is a book for building your business as a successful coach. Just finished my first lap of listening. Going for round 2 to map it out. Thanks Donald (and team)

[Juanita Carpenter · Rating 5 out of 5]

Loved All the Practical Advice

I picked up the book in order to give more exact guidance to a client and learned I also needed the book for myself 😅

Thank you Donald Miller for exposing, equipping, and empowering coaches everywhere through your lived experience.

[Matt Maples · Rating 5 out of 5]

Masterclass in Building a Coaching Business

This book was a masterclass in building a coaching business. Don is a great teacher and he makes his information very accessible.

[Anne · Rating 5 out of 5]

So practical. So helpful. I understand coaching but this helped me understand the business building of coaching. Immediately applicable and absolutely helpful in getting my ideas off the ground.

[Shawn Small · Rating 2 out of 5]

Donald Miller was once a favorite author. He looks like he's killing in the world of business. And every book he now writes feels more soulless than the last. RIP DM

[Mike · Rating 5 out of 5]

An excellent book. The author has laid out a straightforward approach to forming a successful coaching business.

[Alexander Tjiptodihardjo · Rating 3 out of 5]

It's okay, but definitely not as good as Storybrand or even How To Grow a Small Business.

[Indie Bollman · Rating 5 out of 5]

Those who are coaches or getting into the field - this is THE book to read. Full of great advice, hints, tips, and ideas from someone who has done the work, very successfully.

[Deb Alexander · Rating 4 out of 5]

This book is essentially a step-by-step guide for building a successful coaching career. Although it leans heavily toward business coaching—which the author readily acknowledges—most of the information is applicable to creative and life coaches as well.⁠

Expert coach Donald Miller shares his 8-step plan for starting, developing, and scaling a coaching business. These steps include creating a menu of services, writing client emails, marketing coaching offers, and nurturing the coach/client relationship.

I’m currently reading this book for the second time and compiling a list of key takeaways.

If Miller’s name sounds familiar you might remember reading Blue Like Jazz: Nonreligious Thoughts on Christian Spirituality or Scary Close: Dropping the Act and Finding True Intimacy. Next up for me by this author is A Million Miles in a Thousand Years: How I Learned to Live a Better Story.

Words I’m remembering: “The quality of people’s lives and the strength of our economies depend upon coaches who pass along instruction and encouragement.”

[Rohit · Rating 5 out of 5]

A very practical, step by step guide to building a personal coaching business.

The material and examples are all around small business coaching, so you have to adapt it if that’s not you. And a lot of the material -- especially the final chapter -- is a very thinly veiled sales pitch for Coach Builder certification.

But all that said, it’s really well laid out and a terrific, compact resource.

[Dan Bartlett · Rating 4 out of 5]

Tons of useful examples despite the annoying tone sometimes (especially audio!)