When I’m talking to business owners about coaching and training their teams, I’m sometimes confronted with the answer from the owner that he wants to get its team [members] sorted firstly, and then he will get them trained.

Other businesses implement our coaching systems firstly, and then recruit new team members and additional team members to come in and work there using already established protocols and systems.

These second lot of businesses realise that creating the “perfect business” firstly is great ideologically, but is often a very illogical ideology.

Some business owners say:

“But what if I train people and they leave?”

To which I reply:

“But what if you don’t train them and they stay?”

Failure Is Not An Option

Gene Kranz was the flight director for Apollo 13, the NASA space mission that encountered near catastrophic issues on its journey. Kranz and his Tiger Team in Houston had to help the space crew repair damage to their spacecraft and help them get back to earth safely.

Kranz is famous for his statement to the Tiger Team:

“Failure is not an option.”

It’s the same with coaching.

Nobody hires a coach to break even

Every business hires a coach to see a positive impact to its bottom line.

Therefore fees paid to a coach need to be considered as an investment and not as an expense.

An expense is a cost.

An investment returns a multiple on the amount invested.

Coaching your team and your business to perform better is therefore meant to create an increase in production, and with that, an increase in profit.

“I’ll begin your coaching programme once I get my business in order…”

That’s like saying:

“I’ll get myself fit first and then I’ll go join the gym.”

Usually the reason the business isn’t in good shape is the reason why it won’t ever get in good shape on its own.

[It’s very rare for people to get fit without joining a gym.]

There needs to be a change for things to really change.

Every business we work with improves its monthly production way more than the amount they pay us each month, simply because there is so much “low hanging fruit” for us to identify in the business and improve upon.

This is because these are the things we see across a broad range of clients, and working with those clients.

It’s why we are coaches.

Because we have the toolkit to identify these weaknesses and we have the track record of fixing these weaknesses.

As seasoned coaches we see more success for businesses that implement our services firstly and then bring new recruits on board with

“this is how we coach our team members”

compared to those businesses that engage new recruits and induct them and then say:

“now we’re going to bring on new coaching”

We also see the importance of the coaching consistency in businesses where for whatever reason, they have unexpected loss of key people. [maternity, caring, partner relocating…..]

Lastly, delegating and outsourcing the coaching and skills training for your team rather than having team members try to teach, will certainly remove significant stresses.

Businesses that attempt to internally train rarely do a great job and often never get around to getting all the training that is needed done…. something always seems to come up and get in the way….

Interestingly, what we’ve seen with COVID times in lockdown affected states in Australia is that every time a lockdown ends businesses have a rush of activity and demand for their services that results in lost opportunities on their phones… you know what I mean… that assumption that

“I don’t have to make every prospect and potential client an appointment because there’s so many people calling and wanting to buy from us at the moment” 

results in a slipping regarding NEEDED attention to detail about the appointment types being not made and being cancelled.

And even in non-COVID times, whenever there is an increase in demand, we always hear the same response “styles” on the phones…


Dr. David Moffet BDS FPFA CSP is a certified CX Experience coach. David works with his wife Jayne Bandy to help SME businesses improve their Customer Service Systems to create memorable World Class experiences for their valued clients and customers. Click here to find out how David and Jayne can help your business