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Business development for coaches remains one of the most overlooked skills in professional coaching education. In this episode of The Coaching Edge Podcast, Dr. Steve Jeffs and Erwin de Grave speak with Laura Berman Fortgang, MCC, a founding member of the International Coaching Federation with over 30 years of experience and 25,000 coaching hours.
Laura explains why the ICF statistic that 82% of coaches fail within two years pushed her to pivot her entire business toward helping coaches succeed commercially. She shares her approach to speaking as a pipeline strategy, how to treat a sales objection as a coaching conversation, and why every coach in private practice has exactly two jobs: coaching clients and finding clients to coach.
She also reflects on how the coaching profession has matured, what AI coaching tools mean for practitioners, and why excellence and credentials are becoming table stakes in a crowded market.
Guest: Laura Berman Fortgang