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Business coaching has emerged as a critical intervention to enhance customer satisfaction, productivity and overall organizational effectiveness. It is a professional service for organizations wishing to master continuing change and achieve their business objectives*

Business coaching endeavours to help the business owners / entrepreneurs to take the business to the next level by bringing in relevant business skills through coaching. Most business owners are so caught up in the day-to-day running of their business that they have no time to look at the 'big picture' - look at their business purpose, their strategies, their growth plans, develop their staff, increase value to customers or balance their personal and working lives.

The benefits of business coaching are numerous and range from reducing hours at work and developing stronger relationships with clients, to expanding and developing a wider market base.


  • Attract more business.
  • Improved customer service.
  • Provide structure, guidance and focus.
  • Guide individuals to adopt better solutions & streamlining processes & procedures to ensure productivity and customer satisfaction.
  • Motivate and sustain momentum.
  • Provide non-biased, objective advice on business decisions.
  • Increase awareness of resources and when to use them.
  • Broaden the scope of available information, ideas and solutions.

There are at least four major types of coaching which include: Life Skills Coaching, Business Coaching, Executive Coaching and Manager as Coach. Business coaching, Executive coaching and the Manager as Coach have relevance to the business environment and therefore form the major focus and primary offering of the CEO Coach Accreditation Program of CFI.

Performance Coaching puts coaching into context for leaders. Practical and business focused, Coaching for Performance gives leaders the tools to build on their current skills, and the knowledge and experience to coach individuals and teams to achieve successful organisational and cultural change.

The concept of life skills coaching preceded that of business and executive coaching. Life skills coaching, was developed in New York in 1960's. This was first introduced by Dr Winthdrop Adkins and Dr Sidney Rosenberg* Life skills coaching, has infiltrated into the corporate sector and it has become part of everyday vocabulary.

It has evolved into an individual relationship between a coach and a coachee to bring about life transforming experiences. 
Life skills coaching is all about clarifying values and visions, setting goals and new actions so that an individual may lead a more satisfying and fulfilling life*

Examples of life skills coaching include partnership coaching, retirement coaching, singles coaching, spiritual development coaching, migrant transitions coaching, fitness coaching, wellness coaching, career coaching and quality of life coaching such as balancing life and work.


  • Clarifying what you want from life - your purpose and vision.
  • Setting more effective goals.
  • Having someone on your side to support and encourage you on your journey of change.
  • Having someone to keep your focused, challenge you, keep you accountable and confront you when you are falling behind on your commitments.
  • Having a sounding board for your ideas, plans and strategies.

Sales coaching can be the difference between knowing significant growth is possible and achieving it.

Coaching in general has grown in popularity in recent years, and for good reason. With the right coach, the right coaching system, and the right coachee, coaching has been the key—time and again—to helping people achieve significant breakthroughs.

Most training efforts fail to reach their objectives, in large part because of the absence of any kind of reinforcement or coaching. In fact, one of the studies conducted indicated that post training, if there was no coaching or reinforcement activity, there was a drop-off of 87% of the knowledge acquired. So why then is it so difficult to do well? The answer lies in the reality of the job of the sales manager. Most sales managers are placed in a position where, in the eyes of senior leadership, reporting numbers is their top priority (even when the top priority should be improving numbers or moreover, improving capability to achieve numbers.) They end up creating graphs, reports, and analysis, all to improve the accuracy of the to-be-reported-forecast. These exercises of examination and review create a false sense of security among sales managers and leaders because they are working under a false assumption. So if forecast and numbers management doesn’t quite do the trick, what will? The answer is focused talent development through one on one coaching with sales professionals with their managers. Rather, done well, effective sales coaching replaces many of the counterproductive activities taken on by sales management.