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Writer's pictureRenata Bernarde
Nov 11

How I Became a Coach

Episode 264 - The Realities of Being a Coach: My Honest Answers About Money, Clients, and Challenges




From time to time, clients and listeners get curious about my work as a career coach, especially when they hear I’m about to travel or work remotely. I decided to dedicate this blog to answering some common questions I receive. If you’re thinking of pursuing a career in coaching or are interested in the entrepreneurial side of career coaching, this is for you. Here, I share my insights, experiences, and actionable advice to help you understand what it's like to build a business as a career coach and how I’ve made it work.


Do I Make Money from My Podcast?


The podcast itself doesn’t directly generate revenue from sponsorships. I've occasionally worked with companies, but that’s rare. For me, the real value lies in how it works as a client pipeline. When potential clients find me through the podcast, they come in "warmed up"—they already understand my approach and the kind of support I offer. I often recommend that people listen to the podcast before working with me, as it gives them a sense of who I am and how I work. The podcast is integral to my marketing strategy because it attracts clients who are ready to take the next step in their careers.


For those considering a podcast, think of it as an investment in your brand, where the return is attracting clients who align well with your services. In the future, I’d be open to sponsorships from brands that resonate with my work, like productivity tools, but only if they genuinely add value.


Can You Make a Living Just from Coaching?


For many, coaching alone doesn’t provide a stable income. I see this with several of my friends who are coaches. To make coaching sustainable, I’ve created a range of services beyond just one-on-one sessions, such as group programs and downloadable courses, like my Reset Your Career Program. By diversifying my offerings, I can reach more people and generate passive income, which helps balance out the fluctuations in client availability.


If you’re transitioning into coaching, remember that it takes time to build a stable income.


You need to be comfortable with business development, networking, and promoting your services. If your background isn’t in an externally facing role, you may find this more challenging, but not impossible—it just requires building those sales and marketing muscles.


Starting from Scratch: Finding Your Niche


When I first started, I didn’t know exactly where to begin. I took on a business coach for a few months, sought advice from experienced coaches, and took time to set up the systems that would support my business. One risky but rewarding decision was to specialize in job search and career transitions exclusively. I chose to brand myself as a job hunting expert rather than a general executive coach.


For aspiring coaches, my advice is to embrace the unknown and give yourself permission to start small. Be prepared to make mistakes as you build your unique toolkit and refine your services. When choosing your niche, consider where you can add the most value and what you’re genuinely passionate about. Starting a business takes time—don’t be afraid to spend a few months, or even a year, establishing a strong foundation.


Transition Tips: From Corporate to Coaching


I spent nearly a year setting up my business before I went to market, which included learning the practicalities of running a business. If you’re moving from a corporate role, try to make the most of the transition period to refine your vision and business model. You can even do this while you’re still employed, using evenings and weekends to develop your offerings.


How I Find My Clients


Before launching my business, I was involved in mentoring programs at universities and in professional networks. I spent years offering career advice informally, and I believe that experience laid a strong foundation for my coaching practice. Once I began coaching formally, I reached out to all the recruiters and industry contacts I knew, letting them know I was open for business. This personal outreach was crucial to attracting my first clients.


Now, most of my clients find me through LinkedIn, the podcast, or referrals from recruiters. If you’re planning to enter the coaching industry, building a solid network and cultivating relationships with recruiters can be invaluable. Maintaining visibility on platforms like LinkedIn is essential, as it’s often the first place potential clients look when searching for career coaches.


Reaching Financial Security as a Coach


It took me a while to feel financially secure. Early on, I’d land a few clients or a corporate gig and feel a rush of relief. But the fear of inconsistency was real. Over time, I realized that this was part of the process. Building a solid reputation and developing brand awareness takes time, but it also leads to a steadier stream of clients.


For those considering a move into coaching, don’t expect immediate financial stability. It may take months, or even years, to build a dependable income stream. However, if you keep building your reputation and investing in your brand, you'll find that financial security will follow.


Pricing Your Services


I didn’t follow a strict formula for pricing my services; rather, I considered the value I provide and the investment my clients are willing to make. My online courses are priced like an essential career investment, comparable to a new professional accessory. Group coaching, meanwhile, is priced as you might a valuable piece of tech. Private coaching is a larger investment, but clients often recoup it through job offers or salary increases.

If you’re thinking about pricing, consider your target market and what they’re comfortable paying. The goal is to offer something accessible but significant enough that clients are motivated to take it seriously.


Balancing Coaching and Lifestyle


In a typical coaching week, I might see five clients in one day, which can be emotionally demanding. For this reason, I limit the number of clients I see daily, giving myself time between sessions to recharge. During coaching weeks, my schedule is intense—I often have to meal prep ahead of time and find ways to move around during breaks, like doing chores or going for walks.


The following week, I have a different pace, focusing on gym workouts, corporate client work, and creative projects for my business. This rhythm helps me stay balanced and energized. If you’re setting up a similar business model, creating a schedule that aligns with your energy levels and personal needs is essential for sustainability.


A Day in the Life of a Career Coach


My typical coaching day starts with sessions early in the morning or later in the evening to accommodate clients in various time zones. During coaching weeks, I may spend up to 10 hours a day on calls, but I make sure to take breaks to stretch and refresh. On non-coaching weeks, my mornings start with a workout, followed by focused work on workshops, podcasts, or teaching materials. This balance keeps me productive while maintaining my well-being.


Remote Work and Being a Digital Nomad


As I write this, I’m preparing to work from overseas. Clients often ask if this means I’m on holiday, but in reality, I’m fully engaged in my work. Remote work offers flexibility and the chance to manage my own schedule, especially when working across different time zones.

To make remote work possible, I keep my setup minimal: a laptop, a compact microphone, and a second monitor when I can access one. I always ensure I have a strong internet connection since much of my work involves video calls and screen sharing. My advice for anyone considering a digital nomad lifestyle is to test your setup in advance and invest in reliable tech.


Tips for Aspiring Digital Nomads


If you’re thinking of working from anywhere, first establish what you need to be productive. For me, having two monitors is a must for staying efficient. Also, prioritize strong Wi-Fi, as connectivity issues can severely disrupt your work. Finally, find a quiet, private space where you can conduct client sessions without distractions.


Would I Go Back to a Corporate Role?


This is a question I get often. Right now, I have no intention of returning to a full-time corporate role. I’m incredibly fulfilled with the work I do and the clients I serve. I enjoy the freedom of managing my own schedule, and there’s a deep sense of pride in the business I’ve built. That said, I do miss aspects of my previous career, especially the camaraderie of working in a team and the perks that came with it, like business travel and high-profile events.


For anyone considering a similar transition, my advice is to fully experience entrepreneurship. Testing it out allows you to fulfill that dream and see if it’s right for you. It’s possible to return to a corporate role later, and you’ll bring with you a wealth of new skills and perspectives.


Finding Fulfillment as a Career Coach


Working as a career coach has brought a level of purpose and satisfaction that I hadn’t fully anticipated. Every day, I get to support clients in achieving their career goals and navigating life transitions. While the journey hasn’t been without challenges, it has allowed me to build a career on my own terms.


If you’re an experienced corporate professional considering a move into coaching, my best advice is to start small, stay persistent, and be prepared for both ups and downs. By building your business with intention and a clear sense of purpose, you can create a fulfilling career that makes a real difference in the lives of others.


In closing, the coaching path is deeply rewarding, though it demands grit and adaptability. But if you find a niche that aligns with your skills and interests, and you’re committed to growth, you’ll discover that this career can be immensely fulfilling.



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