#127 10 things I wish I had known before starting my independent coaching career
Since 2014, I have had what I consider to be a successful independent career. It has been a rollercoaster and I wouldn’t change it for any alternative. I’m currently a self-employed practitioner-researcher in executive coaching and coaching supervision. Just now, I’m also writing a book on coaching supervision.
Setting up your business and all that goes with it can be daunting. I first did it 11 years ago and again six years ago when I launched my supervision practice, Grow the Coach. Here are the 10 things I wish someone had told me as I look back over my journey so far…
Who is your target client, what do they need and what can you do for them?
Be VERY clear about the skills and experience you have to offer. How can you best utilise them to solve problems for potential clients in a way that allows you to spend time doing more of the work you most enjoy?
Be EVEN MORE clear about who your ideal client is – if you target everyone, you target no one. You can spend many long days, weeks and even months chasing the wrong clients.
If you can match client needs with your offer, you can decide what this means for how you work: part-time, contract, interim, consultant, etc. It may be several similar roles, or a mix of different roles at the same time. This mix is likely to change over time, so be prepared to be flexible. I was staunchly a “freelance consultant” when I started. I’ve since been an associate for other firms, an employee, furloughed through Covid, a part-time interim, won bids under my brand and sub-contracted work to others, taken on a zero-hours contract, volunteered, offered pro bono professional services, become a specialist visiting lecturer at a university, established my self-employed brand with no company, and then incorporated it five years later, and now through my research establishing myself as an emerging voice in the coaching supervision field. You do what is right for you and your prospective clients.
Working hours and pricing
Start by calculating how many hours you are committed to work and how many of these are likely to be paid. Then think about your charging rates. How much income do you need to live? Divide this by the number of paid hours you expect to work and see how the resulting hourly or day rate compares to the market. Another method is to take your headline final annualised full-time equivalent salary and knock two zeros off the end. That’s roughly your starting day rate. £50k translates to £500 per day as an independent; £80k to £800; etc.
Business structure, regulatory and legal implications
Decide on the most appropriate business structure – whether to operate as a limited company or on a self-employed basis – and understand the tax implications, including IR35. Some roles might be on a PAYE basis. I’ve done them all.
Professional indemnity and other insurances may be necessary. I use Hiscox, many other providers are available.
Finding work is a multi-channel approach
Networking – maintain contact with your existing networks and get out there to explore new ones. Get ready to kiss a lot of toads – it really is a numbers game, especially to start with. Also, leverage your social media networks: I have secured work through LinkedIn just by getting into the right conversations. Then get your elevator pitch ready. I find asking questions is more powerful than pitching your offer. Sort your LinkedIn profile out. Do you need a website? How will you interact with social media channels, for example, will you be blogging, writing articles, podcasting, YouTubing, etc.? The key to networking is to hang out in the places your prospects hang out and offer something of value, even if you can’t see an immediate return. You are building your profile and reputation as someone who can make a difference.
For employed roles, use job boards and for contract work and interim placements only, use recruitment agents. You’ll kiss a lot of toads here too. Agents are not the people to help you find part-time work or genuine consulting work, IMHO. You can also bid for public sector contracts using portals, if you have the energy to submit to the laborious application processes. I’ve bid for several, won one, and then gave up even looking.
Seek out associate relationships, where larger firms sell work and sub-contract it out to independents. This is still really the only way I get coaching clients, although more recently, my work as a coaching supervisor, where I source clients directly, has taken over in terms of relative income and the work’s importance to me.
Keep on top of your game
It’s even more important than ever to keep up to date with your discipline, so consider taking more memberships in industry groups, professional practice forums, and at least one of the professional bodies. Get a coach or mentor and a supervisor, and consider your continuing professional development. Write some articles.
And finally, three more things that are useful to know and remember…
You will feel lost, vulnerable and exhilarated … often all at once!
Don’t underestimate the amount of time you will spend on admin and unpaid business development.
Learn to say “No” if the work offered is not in your sweet spot. Only when you say “No” does your “Yes” mean something.
It’s a rollercoaster. Get ready for the ride of your life!
Jeremy J Lewis, originally posted in December 2019, updated May 2025.
