Effective Group Coaching

Many personal coaches charge as much as therapists and many business coaches charge as much as consultants. While the role of coaches differ significantly from therapists and consultants, the prices charged often don’t. Moreover, many clients may not be able to distinguish how coaches differ from other professions that offer, what initially appear to be, similar services. If a coach can ethically serve a client instead of a different type of professional, a better value proposition could be the prime factor that influences a client’s selection.

In our previous posts on pricing for services, we discussed how most professional service firms, which include coaching firms, handle billable hours. The methods discussed all place a cap on the revenue earned. Traditionally, the only way to increase the revenue earned is by increasing the hourly rate or increasing the number of billable hours, both of which have fairly firm upper limits. Successful professional service firms get around this by hiring junior associates who generate excess productivity over and above what they are paid. The excess productivity in the form of revenue accrues to the senior partners.

Is there any other way to increase the revenue earned without increasing the hourly rate or the number of billable hours? Yes – group coaching. Group coaching is gaining in acceptance and can offer some distinct advantages over one-on-one coaching. Group coaching can tap into the collective wisdom of the group and provide a wider range of experience and support than what can be delivered by a coach alone. Group coaching often leaves more space for clients to reflect and think about what is being discussed because any particular member of the group is not constantly the focus of attention as would occur in one-on-one coaching. Finally, group coaching can facilitate the formation of a small tight knit community that can live on long after the coaching concludes. When priced strategically and packaged appropriately, group coaching can generate higher revenue for the coach while providing clients with lower costs and at the same time delivering enhanced value.

Unfortunately, there have not been many resources available on the pitfalls of group coaching until recently. Jennifer Britton wrote an excellent book entitled Effective Group Coaching that was published a little over a year ago. Details on the book:

Effective Group Coaching:
Tried and Tested Tools and Resources for Optimum Coaching Results
Author: Jennifer Britton
Publisher: John Wiley & Sons
ISBN: 978-0470738542

From the publisher:

Group coaching is rapidly becoming the preferred coaching option for businesses and individuals. Effective Group Coaching is a practical, resource rich, hands-on guide for the group coaching facilitator in one of the fastest growing new disciplines. Organizations, community groups and individuals are discovering that group coaching is an exciting and sustainable model and process for learning and growth. Written for internal and external coaches, HR professionals, trainers and facilitators wanting to expand their work into this area, this book provides tested methodologies and tools and tips. Both new and seasoned coaches will find the book a practical roadmap and go-to guide when designing, implementing and marketing their own group coaching programs. Case studies highlight how group coaching programs are being delivered globally through corporate and public programs, virtually and in person. Also, the author's dedicated web site offers resources and articles available for downloading.

Here is a short video from Jennifer Britton giving an introduction to what the book covers:

Jennifer Britton - Effective Group Coaching
http://www.youtube.com/watch?v=QvwaXX1mJwY

Jennifer also has an extremely good blog that is focused on what you need to know to deliver effective group coaching:

http://groupcoaching.blogspot.com/

Both the book and blog are highly recommended.