Coaching in business? We've all heard of a coach, in terms of a football team, an Olympic athlete, or a golfer; but for a business owner? That's a new one. "Besides, I'm doing well in my business. What can a business coach do for me?"

Think about the top athletes in the world. What separates the elite individuals and teams from the good? Certainly the element of God-given talent is a factor. However, think about those many athletes who have amazing gifts, but lack the desire, the smarts, the knowledge, the belief or the discipline to excel. In addition to possessing all six of these characteristics, the athlete or team must have an exceptional plan coupled with exceptional execution to have any hope for a championship.

When athletes are interviewed after a noteworthy victory or championship, to whom do they many times give credit? Usually they give credit to: one or both parents, God, their teammates, and/or their coach. Michael Jordan never won an NBA championship until Phil Jackson became head coach of the Chicago Bulls. Tiger Woods credits his father (his first coach) and two other coaches for being the top golfer in the world.

A business coach serves business owners similarly to how an athletic coach serves athletes

First, understand the "why." Just as a sports coach, the business coach helps the business owner create, reinvigorate, or crystallize a vision of what is going to be and why that destination is so important. Then it's time to assess the current competencies, skills and assets available to deploy, as well as the obstacles and challenges that must be overcome. A detailed plan is the outcome. Our focus is on the five fundamental building blocks of a successful business:

Sales

· Marketing and advertising

· Team building and recruitment

· Systems and business development

· Customer service

Now the fun starts. The execution of that plan is an iterative process involving conditioning (acquiring the knowledge and skills needed), disciplined focus, passion, drive, assignments, accountability, mid-course corrections, teamwork, motivation, re-planning, victory celebrations, belief and persistence. All are guided by the coach, who has become a confidant for the business owner, working on attitude and leadership development, as well as negative self-talk.

Business coaching has become mainstream across America as multitudes of business owners and executives are embracing the value provided by a business coach.

"As a $100 million business, second only to the IT industry in its North American growth rate, coaching is the latest, must-have lifestyle and business accessory -- the solution to both workplace under-achievement and premature stress burnout." -- Vive, Summer 2000

"The Executive and Business coaching industry is growing by about 40 percent a year." -- The Economist, November, 2003

I'm already successful

A common question that I am asked is: "What could you teach me about my business? I've been in business for years and I've done well." My reply: "Absolutely nothing." If you have built your business successfully then you are unquestionably the expert in your field. There is nothing I can teach you -- about your business. What I can do is give you a completely objective view of your business from an outside perspective. I will work with you to enable you to tap into the knowledge and experience gained from working with thousands of businesses. I will introduce you to a way of thinking about your business that will change the way you approach things, enabling you to increase your horizons and take your business to the next level.

Let's look at the sports analogy again. There is no denying that Tiger Woods is an immensely talented golfer. Would his raw talent alone have made him successful? Almost certainly: yet it was Butch Harmon, his coach, who was able to recognize the full extent of that potential. He had the knowledge of how to tap into it and had the skills to enable Tiger to realize his potential to the fullest.?You see, Tiger can't see his own swing.

It's exactly the same in business. Many business owners have made it on their own talent and are running profitable businesses as a result. But the germane question is: "What is your true potential and that of your business?" That's why business coaching is so important. It's the key that can unlock the potential in both you and your business. You cannot see your own swing. Nor can I can see my own swing. That is why I have a business coach.

Your business coach won't tell you what to do. Your coach won't do the work for you. He/she will study your swing. By asking you questions and drawing on your knowledge and skills, and mentoring you where there are gaps, you will be coached to achieve that true potential within. You will be given the knowledge, the tools, the vision, and the motivation to take both you and your business to the next level, and to ultimately enjoy the financial and lifestyle benefits that come with it.

Jim Rohn's quote, "Don't wish life was easier. Get better," says it all. Business is simple, people are complicated. Changing your business can be the easy part. Changing yourself and your team can be the greatest hurdle. Having a business coach helps you maintain your motivation, refine your skills, gain constructive feedback and attain constant improvement in your business -- just like an athletic coach. What is your true potential?

Forward your business questions to robgaribay@actioncoach.com.