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Anthony
Anthony Hernandez

Anthony Hernandez
featured author

Occupation:
Coach | Speaker | Trainer | Author

Profile:
Anthony Hernandez is a Certified Guerrilla Marketing Association Business Coach with over 20 years of business and marketing experience. To learn more about Anthony and the services he provides, visit him on the web at CoachAnthony.com

Location:
California, USA

Website:
Coach Anthony

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WHY HIRE A COACH?

by Anthony Hernandez  RSS Anthony Hernandez
 

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I work on the belief that each of my clients is an expert at both what she or he does and who she or he is. You know more than any human being alive how to run your business and go about your daily life in pursuit of both short- and long-term goals. Coaching is not cheap. For example, I charge as much as $6,000 per year, which is on the higher end of the range charged by most of my peers. Again, not cheap.

Given that youre the acknowledged expert at running your own affairs plus the significant outlay involved, why on earth should you- or anyone for that matter- hire a coach?

Good question.

Can you look at yourself in the mirror and say both unequivocally and with a straight face that you have clearly defined short- and long-term goals and that you are making steady, measurable progress towards those goals? If so, then you dont need a coach.

If not, then I encourage you to explore the idea of hiring a coach. Its the old forest for the trees argument. Every one of us is so involved with the details of daily life that seeing the big picture can sometimes be difficult. Each of us carries a host of ingrained habits that rule practically everything we do from getting dressed in the morning to running every aspect of our businesses. Just because youve been doing something a certain way for a long time does not mean its the best, most efficient, and most profitable way to do it.

Our built-in habits and comfort zones can prevent us from examining what we do with the fresh perspective required to make meaningful positive changes. One client of mine tacked on some flat percentages for transport and dump costs just like she had done for years. One look at her books proved that this method was actually losing her money. That simple change boosted her profits significantly. Thats just one small example. A good business coach can work with you to look your business up and down and recommend simple steps with the potential to greatly increase your bottom line. Every business is different and there are guarantees; that said, I have yet to encounter a business whose profits could not expand by far more than my coaching fees.

You may know where you want to go but feel stuck or otherwise unable to get- or keep- yourself moving in the right direction. In this situation, a coach helps you map exactly where you are, where you want to go, and the obstacles separating you from your destination. The coach then supports you by both championing your efforts and providing accountability to make sure you stay focused and on track. You and your coach agree on the steps to take and celebrate every success.

Most of my clients hire me for a mixture of both short-term tactical and long-term strategic missions. I enjoy this approach because it allows for immediate progress, which demonstrates that further growth and achievement is not only possible but eminently doable.

Coaching is never about making the client wrong or implying that the client is somehow unhealthy or unworthy. It is all about helping the client discover her or his hidden strengths and then use those strengths to achieve clearly defined goals. As the founders of Queer Eye for the Straight Guy said, its not about making over; its about making better.

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Anthony Hernandez, California, USA - November 10th, 2006
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