Moving from an in-house role to freelance coaching is a bold and rewarding career shift, but it requires strategy, patience, and clarity. And for experienced independent coaches, the most sustainable growth doesn’t come from working more; it comes from working more intentionally.
Drawing on insights from experienced coaches and Strengthscope’s principles, here are six practical, actionable strategies to help you grow with confidence.
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Leverage Your Strengths to Define Your Niche
Your Strengthscope profile is more than a development tool; it can also be part of your business identity. When you look at your energising strengths, some of them will feel so natural that you hardly notice them, and yet those are often the qualities clients most value. Identify the strengths that energise you most and use them to shape your niche. For example, if Creativity and Empathy are key strengths, position yourself as a coach who helps leaders innovate while staying connected to their teams.
Action Tip: Revisit your Strengthscope report and choose two strengths that feel like “you at your best.” Build them into how you introduce yourself, frame your coaching, and start conversations with potential clients.
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Expand Your Network with Intention
When starting out, there’s a temptation to “network with everyone.” But the most meaningful opportunities often come from people who already trust your capability, this could be former colleagues, leaders you’ve supported, or peers who understand your strengths. Still, it’s worth stretching beyond your familiar circles. For example, industry groups, leadership forums, and strengths-based communities – these are all places where your voice will naturally resonate. The goal isn’t quantity; it’s connection.
Action Tip: Choose five people you already know who could open a door for you, not through transactions, but through genuine endorsement. Reach out with a short, personal message explaining the type of coaching work you’re focusing on and why it matters to you.
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Create Visibility Through Thought Leadership
Networking is essential, but visibility matters too. Visibility can feel uncomfortable at first, especially if you’re used to supporting others behind the scenes. But sharing your perspective, even in small, authentic posts, is often the moment when your audience begins to understand your value.
Thought leadership posts on platforms like LinkedIn showcase your expertise and coaching style. You can share insights on common challenges, practical tips, or lessons learned to attract the right audience. You can also share insights that demonstrate the value of strengths-based coaching. Use LinkedIn to post practical tips, success stories, or reflections on how strengths unlock performance. This positions you as a trusted voice and attracts clients who value evidence-based approaches.
Action Tip: Create a three-post series for the quarter. Nothing elaborate. Just honest, useful reflections. For example:
- Why strengths matter when everything feels uncertain
- A real (anonymised) client moment that shifted your thinking
- Three practical ways leaders can energise their teams this month
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Redefine What “Success” Means in a Coaching Relationship
While revenue targets and client numbers matter, they don’t tell the full story. Coaching is ultimately about change, often subtle, sometimes profound. The most impactful moments come when you pause and ask clients what a meaningful shift would look like for them, not just what they want to fix. That conversation alone often deepens trust. Ask clients what success looks like for them and revisit these expectations throughout the relationship. This not only strengthens trust but also demonstrates measurable progress and ROI.
Action Tip: Before your next session, ask, “What will success look like for you six months from now?” Use their answer to guide your sessions and return to it as a shared anchor point.
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Build Credibility Through Case Studies & Testimonials
Credibility builds confidence, with testimonials and case studies being powerful trust builders. Testimonials and case studies help potential clients see the tangible benefits of your coaching. It’s not about big transformations; even small shifts (clarity, confidence, momentum) are powerful when expressed in the client’s own words.
Whether through LinkedIn recommendations or direct referrals, these stories highlight real results and make your value proposition clear. It is important to highlight how your coaching helped clients leverage their strengths to overcome challenges and achieve results. This makes your value proposition tangible and differentiates you from generic coaching offers.
Action Tip: After a successful engagement, ask for a short testimonial. Make it easy by providing three guiding questions:
- What challenge were you facing?
- How did coaching help?
- What changed as a result?
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Help Clients See Coaching as an Investment, Not a Cost
Some clients instinctively view coaching as discretionary, something “nice to have” when budgets allow. But the leaders who get the most out of coaching tend to see it as an investment in resilience, clarity, and long-term performance. Reframe it as an investment in growth, resilience, and performance. You can use reflection questions to highlight progress and demonstrate the long-term value of coaching.
Action Tip: At the end of a coaching cycle, ask “What’s different now compared to when we started?” Document their reflections (with permission), those insights are powerful for your future storytelling and your confidence as a coach.
Final Thought
Coaching is not a quick fix; it is a process of creating space for reflection and growth in a fast-paced world. As you grow your coaching practice, it is equally important to consider your own practice and strengths. Reflect on questions such as: How do my strengths support me as a coach? And where might they need a little balancing? The clearer you become on this, the more grounded and confident your coaching presence will be. You’re not just building a business; you’re building a way of working that reflects who you are at your best.
