Today I’d like to introduce you to Jen Waller who is on a mission to support, nurture and encourage coaching skills and talents from non-coach to coach and beyond.

As an experienced coach and trainer Jen is happy to utilise all skills at her disposal to assist clients from getting out of their own way and making a difference in the world with their coaching. She takes a pragmatic practical approach of finding the way that gets each client using their coaching with “real people.” At the same time her work encourages the coach to connect with their own wisdom and relax comfortably into being themselves.
1. Describe yourself in 3 short, fab and fun sentences
Passionate about supporting, inspiring and nurturing coaching skills and talents. I like to find practical solutions so that I find the ways that work easily and are fun, for each individual. Animal lover who has almost as many four legged members in the family as humans!
2. What made you decide to become an entrepreneur?
There were lots of things that contributed to me starting my business. Looking back with the benefit of hindsight there were many things that pointed me in this direction before I even realised that’s where I was going!
The final aspect was when I was employed by a company in learning and development. It started as a family run business and went through several changes over a couple of years finally being brought by a multinational company – at that stage I was quietly given a heads up that the new parent company outsourced their training so it was possible that in 18 months time my role could be made redundant.
It took a bit longer than 18 months but that time gave me the opportunity to ask myself what I’d love to be doing and coaching, being my own boss was the answer that easily came to me.
Those 18 months gave me the opportunity to start my business on a part time basis – first in evenings and weekend after work then I used my holiday days to take a day off each week and go down to a 4 day week. Ultimately my old company paid me to go and do what I love doing – coaching and running my own coaching business.
3. Who has been your biggest inspiration in business?
There’s been numerous teachers and mentors who have inspired me over time – and I’m grateful to all of them. However, it’s my clients who constantly inspire me – their willingness to be open and find their own way to make a positive impact in the world.
I feel very privileged to see/hear those moments when they light up and see the possibilities for themselves and then start moving forward with their own inspired action. They may have been stuck for years and yet it can take only one new thought for them to see new possibilities unique to them. I love that the solutions they often come up with are so tailored to themselves that it would never be found suggested in a business book.
4. What’s the best business advice you’ve ever been given?
I’ve done postgraduate marketing qualifications, been employed by family and multinational business, attended numerous talks and read books by business experts etc. Yet the thing that immediately springs to mind is the advice I was given when I first started working in the hospitality industry whilst still in education – listen and ask questions when necessary.
That particular advice was given with regards to what to say when asked for a menu recommendation – a recommendation of a filling meal is not going to be much help to a customer who’s only hungry enough for a light snack.
From a coaching business perspective listening means you can then describe what you offer to your ideal client in a way that makes them drool at the prospect of working for you.
Listening also means being aware of your own internal wisdom and what that’s pointing towards – those solutions that may not be found in an academic business book but one that would really work for you and your clients.
I know that many coaches don’t feel greatly confident with the idea that they have many “business skills”. Generally because listening is also involved in the art of coaching most coaches are comfortable that they are familiar with this skill so it’s something that they feel they can start to do without getting too bogged down with thought about how it “should be done.”
5. What three tips would you give when working on your coaching confidence?
- There’s a difference between your inner wisdom and general random thoughts. You’ll have your own description for when you experience your own wisdom – peaceful, kind, loving, safe are often used words. I mention this as it can be quite useful to know so you don’t mistake a random thought that is telling you that you are a terrible coach or some other nasty comment as some sort of inner wisdom to not coach.
- Actually experience coaching – don’t just think about doing a coaching session, allow yourself to experience what that’s like (I know that can seem a big step and I promise I’ll talk more about that in question 7.) I also strongly suggest you put a support system in place and have your own coach (I may of course be biased as my clients are coaches but I know it makes such a difference to me when the roles are reversed and I’m a client with a coach)
- The feeling of confidence is lovely to experience and there are lots of benefits to clients seeing that confidence etc. However, you don’t have to wait to have confidence before you ever run a coaching session – part of confidence comes from experience so if you set up your expectations that you must have confidence before you ever coach you’re setting up the rules of the game so you’re permanently stuck in a catch 22 situation.
What are the three biggest mistakes that coaches/people make when looking to develop their coaching confidence?
Listening to the “inner critic”/”gremlin”/”negative thinking” and giving those thoughts more importance than any other thought. For example, this means that they may have noticed that in a coaching session there was a question that they asked which may have been more elegantly worded. The stream of thought in their head no doubt actually went along the lines “That was a stupid question, it was terribly worded which obviously means that I’m are a worthless coach, I’m a fraud, who am I to think about calling myself a coach, no-one would pay me” etc etc The whole coaching session in their head then becomes about that one moment, ignoring the rest of the time and other thoughts that weren’t about that completely.
Not putting a “support system” in place to make it easy to comfortably take action. It’s often connected to some thinking that as a “coach” they should have everything in their lives sorted and be perfect – so they try and do everything by themselves. My suggestion is that each coach is also human, you’re allowed to have insecure thinking – so make it easier on yourself and get the support that will make a difference for you.
Putting off actually physically starting coaching. I hear a lot of yes I’m going to start coaching real people I’ve just got to:
- do another course,
- put up a website,
- work out my niche,
- get a social media presence,
- write a workshop … etc, etc
That’s all stuff that can be really useful but is often a sign that they don’t feel good enough or ready to actually coach a “real person.” It is a list that often grows – as one thing is completed something else gets added that needs doing before you actually have a coaching session with someone.
I’m not suggesting don’t do all of those things if they appeal to you, I’m suggesting to do them at the same time as actually getting experience physically having coaching conversations.
It may be that for you to start coaching “real people” you want to start with doing some pro-bono sessions and then move onto exchanging your coaching for money later. Or you may be ready to start with a financial exchange right from the start. Find the way that will work for you to start physically coaching and take it from there because in the long run not physically coaching is not going to make a profitable coaching business!
7. What if I have no idea where to start with having confidence in my coaching, what do you suggest?
Confidence is one of those things that can mean slightly different things to different people – it’s not as if you can nip down to the local supermarket and buy a tin of confidence!
Very broadly speaking when I talk to people about what it means to them the descriptions can fall into two categories – one part is often the aspects that come from experience so when we’re talking about confidence in your coaching things like trusting that the “right” question will be there when it’s needed or that you will always know what to say/ do when coaching etc are often mentioned.
The second part is about relaxing into being the “true” you. Now for many that can prompt all sorts of thoughts about how the true them is actually something not worthy, or lacking in some way. There’s often lots of insecure thinking about all their terrible personal faults that must be altered before they can allow that to happen and certainly before the “true” you can be seen by the rest of the world.
Experiment invitation part one:
My suggestion about where to start with relaxing into being the “true” you is to give yourself a break – Literally take a week off, as best as you can, from having the job of beating yourself up with your thinking and see what occurs to you.
Experiment invitation part two:
With regards to where to start trusting your coaching skills – do more coaching and just gain experience.
Now, I’m fully aware that for many reading that will seem such a huge and undoable step so let me also suggest a smaller step to take, if you like an experiment to play with to move you forward. Invite someone to experience a conversation with you and explore something that’s on their mind.
In this instance just connect with that other person and as best you can listen with not a lot on your mind. It’s possible that occasionally “coaching” questions occur to you and you’re allowed to ask them if they do but that’s not the goal. If’s just as OK for you not to say anything if nothing occurs to you – just listen and connect as best you can.
So why am I suggesting this as a step to confidence in your coaching? Many coaches can get caught up in lots of thinking around the word “coaching”, which when doing a coaching session can get in your way. They are so busy paying attention to the thoughts in their own head about what they should be doing because this is “coaching” they’re missing what’s going on with the client.
The experiments above is about taking that pressure off and having an experience/reminder of what it’s like to just be present and fully listening to someone who’s in that role of a client. Having that reference point can be a great reminder if in an actual coaching session you start getting caught up in your own thinking.
8. How much time do I really need to spend on developing my coaching confidence?
The way I work with individuals is about finding the ways that will work for you (and your coaching clients) so my answer to this will be unique to each individual person and your situation.
I know that one of the ways that new coaches can beat themselves up is about the amount of time they are spending developing their coaching business and in turn their confidence in their coaching. I’ve spoken to people who by most peoples standards have a packed schedule but still seemed to be expecting themselves to devote the same amount of time as they would if it was their full time job.
For example, I remember talking to someone who told me that they had no confidence in their coaching because they hadn’t physically done enough coaching. When asked what was stopping them from physically doing more coaching the answer I was given was because they were disorganised and couldn’t get motivated. Further questioning actually revealed that this was a single parent of 3 school aged kids, who had a demanding full time job at the same time as completing an MA degree at night school. Disorganisation and motivation had nothing to do with it – only having 24 hours in a day and expectations of adding an extra 20 hours coaching on top was what was actually going on!
Which is a long way of saying let this be your way of making it work – I strongly encourage you to actually physically do something to develop your coaching business and coaching confidence (rather than just think about it.) But I also strongly suggest that you do that in a way that will work for you and the rest of your life, even if that means it takes a bit longer than you may ideally want it to take.
9. Is there anything else you’d like to share?
Be aware of the rules that you are setting up in your own head around how a coaching business “should” be run and how a coach “should” behave. Whilst there will be certain aspects that will serve you well legally and ethically there’s more than likely stuff there that will also trip you up and make connecting with potential clients more difficult/long winded.
For example, you don’t have to do every single marketing strategy you come across – no matter who tells you about it. In my experience trying to do too many means you don’t develop any well and often lose confidence in the all of what you are doing.
10. If I wanted to connect and/or work with you where would I find you? (please give link for website)
The main site is taken up by a blog for coaches at www.coachingconfidence.co.uk that’s there to support, nurture and inspire. On there you’ll find a daily quote to provoke thought, as well as different features including a weekly guest post slot so there is lots of different coaching voices, experiences and approaches shared on there. Following the links at the top or the right of the site you’ll also find links that tell you more about working directly with me, how to contact me, or book a complimentary session.
Jen’s coaching blog, Coaching Confidence, is a blog for coaches of all niches. Containing daily quotes, alongside posts covering topics such as personal development, coaching skills and resources. Each Friday the blog hosts a guest post covering a broad range of different coaching experiences, styles and approaches. Jen has created a free 7 day e-course about how to create your own unique coaching welcome pack that works for you and your clients. Get your copy via the blog site here.
In her spare time Jen is a volunteer for the UK based charity The Cinnamon Trust who support elderly and terminally ill pet owners provide care for their pets. As a volunteer, Jen regularly walks dogs for owners who physically find dog walking more challenging. As a pet owner herself, Jen finds it really rewarding to be able to assist an owner stay with an animal that is like part of their family – particularly when the owners mobility outside of their home is often more restrictive.
Jen also loves theatre and has been known to watch certain popular science fiction films and TV shows!
Keep in touch with Jen via:
Her blog: http://www.coachingconfidence.co.uk
A busy twitter account for the coaching blog at http://www.twitter.com/thecoachingblog
Or if you prefer Facebook, http://www.facebook.com/coachingconfidence
Thanks Jen. I also work with coaches on the confidence side of things so it’s been great hearing another coach’s perspective on working with confidence to enable more coaches to help more people.



















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