CHAPTER THREE
Building and Marketing Your Value Proposition as
an Executive Coach 83
What Is a Value Proposition? 83
What Are Your Goals for Conducting Your
Professional Executive Coaching Practice? 85
What Special Value Do You Bring to Your
Potential Clients? 90
What Executive Coaching ServicesWill You Offer? 91
Which Market Segments and ClientsWould Be
Attracted to Your Services and to You as a Coach? 91
Your Professional Executive Coaching Value Proposition 96
Developing a Plan to Build and Market Your Practice 98
Building Market Awareness 98
Building and Managing Partnerships 105
Building and Maintaining a Reliable and Diversified
Referral Network 106
Preparing for and Responding to Referrals and
Exploratory Discussions 108