Coach to Coach (C2C) - Lidia Schmel

In a recent podcast episode of Coach to Coach, Lidia Schmel sat down with business coach Robin Waite to discuss the realities of building a sustainable coaching practise. The conversation covered Robin’s transition from running a marketing agency to embracing coaching full time, the importance of strategic marketing, and practical advice on pricing and partnerships. Below is a comprehensive overview of the key topics and insights shared during the discussion.

Lidia Chmel is a dynamic professional who founded Get It Done Coaching after a distinguished 13-year corporate career at PwC, where she built and led remote teams and managed implementation projects across Central and Eastern Europe. As a Risk Management Director, she earned an Appreciation Award and contributed significantly through train-the-trainer programmes and internal training. Lidia further bolstered her expertise with an Executive MBA from London Business School and ACCA qualification, positioning her at the forefront of business leadership. Since 2016, she has accumulated over 500 hours of coaching and training experience, specialising in productivity, values, burnout prevention, and building resilience, and she continues to share her insights as a passionate writer and Editor-in-Chief for the Better Humans publication.

What We Discussed on the Coach to Coach Podcast 

1. Realisation Through Action: Clarity in business and career paths emerges through consistent action. Learning is essential, but true progress happens by doing.
2. Authenticity Over Certification: Success in coaching is driven more by experience and results than by formal certifications. Practical knowledge creates greater impact.
3. Strategic Marketing Wins: Instead of relying solely on social media, Robin’s approach prioritises partnerships, podcast interviews, and speaking engagements to build credibility.
4. Leveraging Books for Growth: Distributing thousands of free books each year serves as both a valuable resource and a powerful lead generation tool.
5. Partnerships Drive Efficiency: Collaborating with industry leaders significantly reduces marketing workload while increasing credibility and business opportunities.
6. Smart Pricing Strategies: Reverse engineering income goals helps coaches design sustainable business models that align with realistic client numbers and pricing.
7. The Power of Consistency: Long-term success comes from consistent marketing efforts—regular podcasting, speaking engagements, and relationship-building yield better results than short bursts of activity.

Robin’s Journey: From Marketing Agency to Coaching

Robin Waite shared his inspiring personal story of transformation:

Background and Transition

• Agency Life to Coaching: Robin ran a small marketing agency for 12 years, achieving steady growth up to around £250,000 in annual revenue. Despite the success, the pressures of managing a growing business and family responsibilities led him to re-evaluate his career.
• The Turning Point: A profound personal moment – breaking down in tears during a cycling trip – made him realise that the agency life was unfulfilling. With a heavily pregnant wife and family commitments looming, Robin decided to close the agency and focus on coaching.
• Discovering Coaching: After selling the agency and taking some well-needed family time, Robin began to mentor business owners and gradually discovered his passion for coaching. He embraced a non-traditional route by learning from influential coaches like Rich Litvin and adopting frameworks such as Byron Katie’s “Work”.

Key Takeaways

• Realisation Through Action: Robin emphasised that clarity in your career or business model only comes through active engagement. Reading and studying are important, but real growth happens when you take consistent action.
• Authenticity Over Certification: Rather than relying solely on formal coaching certifications, Robin believes in learning from experience and real-world examples. His approach focuses on utilising his business background to create tangible results for his clients.

Strategic Marketing and Building Partnerships

Robin’s success in coaching is underpinned by a focused marketing strategy that utilises partnerships and targeted initiatives rather than traditional social media alone.

The Three Pillars of Robin’s Marketing Mix

Robin’s marketing strategy revolves around three core components:

• Podcast Interviews: Robin participates in 50–100 podcast interviews a year. This approach not only raises his profile but also helps him build relationships with industry peers.
• Speaking Engagements: Engaging in speaking opportunities—both locally and at international conferences—has been pivotal. These events establish him as an authority and open doors to new opportunities.
• Books as a Marketing Tool: Robin distributes approximately 3,000 copies of his books each year, using them as a tool to give value away for free. His books have been successful both as a way to share insights and as a strategic asset to generate leads.

Benefits of Strategic Partnerships

Robin highlighted the power of partnerships over traditional social media efforts:

• Efficiency: By partnering with influencers and established figures, Robin reduced his social media time from 30 hours a week to just 3–4 hours, leveraging existing audiences.
• Credibility: Collaborations with well-known figures such as Ali Abdaal, Chris Do, and others have enhanced his credibility and resulted in significant business opportunities. For instance, a single podcast interview generated around £250,000 in business.
• Practical Steps for Building Partnerships: Robin’s approach is simple yet effective:
  
  • Identify Influential Figures: Create a shortlist of people whose audiences align with your target market.
  • Engage Actively: Attend their events, offer genuine help, and build relationships without expecting immediate returns.
  • Add Value: Demonstrate your expertise through strategic contributions—whether it’s being a guest on their podcast or co-facilitating a workshop.

Crafting a Sustainable Coaching Practise

The conversation also delved into how coaches can design a business model that not only attracts clients but also scales sustainably.

Pricing Strategy and Business Model Design

Robin explained a practical framework for setting goals and pricing services:

• Start with a Revenue Goal: For example, if a coach wants to earn £100,000 a year, they need to determine how many clients and what pricing model will achieve that.
• Reverse Engineer Your Goals: By dividing the total revenue target by the fee for a standard coaching package, coaches can determine the number of clients needed. If a six-month coaching package is priced at around £1,000, then 100 clients would be required. Recognising that this might not be feasible, coaches are encouraged to adjust their pricing to target a more manageable number of clients.
• Incremental Value Addition: Once the ideal client load is determined (e.g. 20 clients a year), the coaching package may need to be repriced or enhanced with additional value (like intensive days or 24/7 support) to meet the revenue goal.

Additional Business Tips

• Focus on High-Value Clients: Not every client will be the perfect fit. Coaches should aim to work with clients who value their services and can afford to invest in their growth.
• Play the Long Game: Building a sustainable practise is about long-term planning. Coaches are advised to focus on developing multiple revenue streams and building enduring relationships rather than chasing short-term gains.

Final Reflections: Embracing Authenticity and Value

Lidia Schmel and Robin Waite wrapped up the discussion by reaffirming the importance of authenticity in coaching and business. Key reflections included:

• The Power of Consistency: Consistent action, such as regular podcast appearances, speaking engagements, and partnership building, is far more effective than sporadic social media posts.
• Genuine Value Creation: Whether it’s through books, webinars, or personalised coaching sessions, providing genuine value and being willing to invest in relationships will open doors to long-term success.
• Embracing Your Unfair Advantages: For those coming from different backgrounds—be it finance, healthcare, or any other field—the willingness to learn and experiment with marketing strategies is crucial. Your unique experiences can serve as your unfair advantage in creating a coaching practise that resonates with your ideal clients.

This engaging and insightful conversation between Lidia Schmel and Robin Waite offers valuable lessons for both new and experienced coaches. By combining authenticity with a strategic marketing approach, coaches can build a thriving practise that not only meets their financial goals but also enriches the lives of their clients.