Running Head: Does Coaching Help Clients Identify Their Niche?

Does Coaching Help Clients Identify a Niche? Carlos Bodden, Heather Hansen, Steve Madaffari, James Parks, Lanette Passarelli, Howie Rosenberg, and Mary Speller Academy of Coaching Cognition Final Research Project January 2012

Running Head: Does Coaching Help Clients Identify Their Niche? Abstract

Few studies have been conducted regarding the methods life coaches use to assist their clients in identifying a niche. While numerous studies have been conducted regarding the coaching methodology there is scant research/literature addressing a specific coaching topic. For this project 42 subjects completed a 15 item multiple choice and true-or-false inventory designed to target methods coaches used to assist a client in niche identification. The subject pool consisted of students in an online coach training program. Subjects were at various levels of training as well as coaching experience. Results demonstrated that there were two typical approaches to coaching: 1. Non-directive or free-form coaching: where it assumes the client has the answer and through coaching the solution is discovered and, 2. Directive coaching in which the coach takes on a role of discovery of the clients issue and then through a consultative/training process the client and coach arrive at a solution. Data analysis revealed that there were statistical differences between the two coaching styles by gender and coaches had a preferred style of coaching. Additionally, subjects reported that in 71% of cases, coaches provided assistance to clients in niche discovery. Keywords: coaching styles, coaching methods, life coaching, business coaching

Running Head: Does Coaching Help Clients Identify Their Niche? Does Coaching Help Clients Identify a Niche? Successful big businesses to small entrepreneurial companies have a common goal: make money. To survive in the business world one has to have profit exceeding loss. In todays current down turn many businesses are struggling to keep above water.

The world economy is currently in the midst of the most significant recession since the 1930s. The crisis has proved devastating for national economies, and the effects on health care will be felt worldwide as health spending falls, unemployment rises, and international aid is cut. (2009, http://www.physorg.com/news163993567.html) . Our current economic downturn is impacting every sector of society: banking, production, public sector or agriculture. No matter where one looks businesses are suffering. Businesses having a sustained customer base are finding that the customers are just not there anymore. Internal research may discover that customers are diverting their money elsewhere. Reasons can include: lack of interest, satiation for the product, the need to save money or re-allocation of money to pay bills. Regardless of a companys footprint these are the realities of business competition in todays economy. As a result many businesses are looking for new customers and new markets. In the business world there is always a need and individuals willing to pay. While these purchases may not be large in amount, companies and people have available resources. It is incumbent upon corporations and entrepreneurs to discover new ways for income. There are many resources for a business to use in discovering a new niche: hiring specialty consultants, marketing agencies. An emerging resource for niche discovery is coaching.

Running Head: Does Coaching Help Clients Identify Their Niche?

Coaching has gained recognition for many sectors as an effective way of communication, relationship building and motivations. For example, Peter & Butler (2011) reported that: there is a corporate demand for soft-management skills, and that there is a growing vocal criticism, from within academic and corporate circles, that MBA programs are failing to deliver in two key areas of deeper success: what effective managers need most useful skills, leadership and ethical behavior and career enhancement (Bennis & OToole, 2005; Mintzberg, 2004; Pfeffer & Fong, 2002). Both of these trends have added to the normal competitive pressures for business schools to reevaluate the focus of their programs, moving from an emphasis on hard (quantitative) courses (e.g. accounting) toward an emphasis on soft (qualitative) courses, such as coaching and team building (Cudd & King, 1995). At its core coaching whether it be sports, life, or business, is about moving a person from where they are to where they want to be. According to Disbennett-Lee & Black (2005). In the book Coaching for Leadership the authors stated: Coach is an old French word meaning a vehicle to transport people from one place to another. Today, a coach helps a person move up a level, by expanding a skill, by boosting performance, or even by changing the way a person thinks. Coaches [Sic] help people grow. They help people see beyond what they are today to what they can become tomorrow. A great coach helps ordinary folks do extraordinary things. In short, a great coach provides sturdy shoulders to stand on so one can see farther than they might see on their own. (Goldsmith et al., 2000, p. 12).

Running Head: Does Coaching Help Clients Identify Their Niche? Professional coaching is a powerful alliance designed by the coach and client to

forward and enhance the growth, effectiveness, and fulfillment of the client. Coaching defined according to Williams & Davis (2002) & Whitworth et al., (1998). The International Coach Federation (ICF) defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential. Coaching is a distinct service and differs greatly from therapy, consulting, mentoring or training. Individuals who engage in a coaching relationship can expect to experience fresh perspectives on personal challenges and opportunities, enhanced thinking and decision-making skills, enhanced interpersonal effectiveness, and increased confidence in carrying out their chosen work and life roles. Coaching has occurred under different guises, such as teaching, training, mentoring, and parenting for as long as man has felt the need to instruct and pass on knowledge. Throughout the 20th century, coaching has been linked with enhancing performance in the sports arena. Books such as The Inner Game of Tennis by Tim Gallwey in 1974, and Coaching For Performance by Sir John Whitmore raised awareness of the psychological effects of coaching. This resulted in corporations, entrepreneurs and individuals providing and receiving coaching, in the form of Life Coaching and Business Coaching. So how have business and personal coaches been able to evolve the art of coaching from sports which is a physical activity, to a psychological model for business and personal coaching? Tim Gallwey and Sir John Whitmore have been joined by other well known coaches such as Tony Robbins, who has promoted the importance of psychology to achieve results in all

Running Head: Does Coaching Help Clients Identify Their Niche?

endeavors. Robbins has demonstrated this by assisting sports people, investors, politicians and people from all walks of life through coaching. The ICF describes the difference between athletic and professional coaching in the following way. The athletic coach is often seen as an expert who guides and directs the behavior of individuals or teams based on his or her greater experience and knowledge. Professional coaches possess these qualities, but it is the experience and knowledge of the individual or team that determines the direction. Additionally, professional coaching, unlike athletic development, does not focus on behaviors that are being executed poorly or incorrectly. Instead, the focus is on identifying opportunity for development based on individual strengths and capabilities. What is the difference between business and life coaching? The ICF describes coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximize their personal and professional potential. A thorough search online failed to find a difference between business and life coaching, when using the ICF definition of client focused coaching. What did emerge from the research was the target market of the individual coach (i.e. niche, spiritual, life, health, business) and the use of specialized resources to assist the needs of the client. Choice of a training provider and qualifications could also influence the approach used by the graduates as they focus on their chosen target market. These could range from individual clients who are looking at a personal change in their lives to MBA qualified managers coaching employees as a group, as part of their employment agreement.

Running Head: Does Coaching Help Clients Identify Their Niche? Coaching (Business or Life) can assist a business in the identification of new markets.

Niche discovery is done primarily to identify a group of people with a unique need that typically is not being met by the industry. Or, if there are others serving the market, your company can bring a Unique Service Proposition (USP) that will attract new clients. According to Waddell, Green, & McBride (2006) A good number of advisors are making strides in perfecting their marketing techniques to help them stand out from their competition and attract new business. What is a niche and why is serving a niche important? There are many definitions for the word niche. For purposes of this study we are using the traditional dictionary definition including two additional definitions used by internet Niche Coaches. 1. Dictionary.com (n.d.) defines niche as: noun - a distinct segment of a market and as an adjective pertaining to or intended for a market niche; having specific appeal: niche advertising. 2. Niche coach Cindy Schulson (2010) defines a niche as a combination of a target market and a solution. The Who is the target market and the What is the solution. In an earlier publication Schulson (2009) stated that when you combine your what with your who you have a niche. 3. According to Mallary (n.d.) a niche is a position, activity or area of the market that particularly suits your talents and personality or that you can make your own. Ideally, your niche is where your passion and expertise intersect with the needs and wants of a viable target market.

Running Head: Does Coaching Help Clients Identify Their Niche? Method Participants Thirty-seven of the 42 study participants were students in the online coach training program: Academy of Coaching Cognition (ACC). ACC has 3 levels of training: Basic, Intermediate and Advanced. Each level of training is composed of training materials and coaching techniques corresponding with the three levels of certification offered by the

International Coach Federation (ICF): (Associate Certified Coach - ACC, Professional Certified Coach - PCC, & Master Certified Coach - MCC.) Each level of certification requires an increasing number of training hours; coaching skill development; and increasing number of coaching hours. Study participants were composed of 19 Basic students; 13 Intermediate students; seven Advanced students and three students who were members of other online training programs or had completed their training. A total of 42 individuals participated in the study: 26% (n=11) male and 74% (n=31) female. Of the 42 participants responding to the questionnaire 20 provided the demographics of ethnicity and age. To ensure that these respondents representative of the larger sample (n=42) a Chi Square (X2) was calculated and no significant differences were obtained. X2 = 2.17 (p = .14).

Running Head: Does Coaching Help Clients Identify Their Niche?

The following tables display the demographic variables of gender, education, ethnicity, and age: Table1a: Gender Gender Male Female

N 11 31

Percent 26% 74%

Table 1b: Ethnicity by Gender Ethnicity Overall African American 1 Asian 1 Caucasian 18 Hispanic 0 Native American 0 Other 0

Male 0 1 5 0 0 0

Female 1 0 13 0 0 0

Table 1c: Education by Gender Education Overall High School 2 Some College 10 College Degree 16 Graduate work or degree 14

Male 1 1 4 5

Female 1 9 12 9

Table 1d: Age range by Gender Age Ranges Overall Male Female 18 to 23 0 0 0 24 to 29 0 0 0 30 to 35 0 0 0 36 to 41 4 1 3 42 to 47 2 1 1 48 to 53 2 0 2 54 to 59 5 2 3 60 to 65 5 0 5 66 to 71 0 0 0 72 to 77 2 2 0

Computed age 20.5 26.5 32.5 38.5 44.5 50.5 56.5 62.5 68.5 74.5

Running Head: Does Coaching Help Clients Identify Their Niche?

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A computed average age was calculated for the overall sample by taking the average age for each age range. The overall computed mean age was 54.40 years, for males 57.50 years and females 53.07 years. Participants were asked to identify the number of years they had worked as a coach. Data was collected in 4 possible ranges: Less than one year, one to three years, three to five years and greater than five years. Table 4 contains the results: Table 1e: Range of Years coaching Overall Less than 1 year 18 1 to 3 years 3 to 5 years Greater than 5 years 15 4 5

Male 7 3 1 0

Female 11 12 3 5

Research Design A post hoc analysis was conducted to determine: if gender differences existed in coaching style; to examine if there were preferred styles of coaching; to determine if there were differences between coaching style and niche discovery; and to determine if coaches developed specific methods for assisting clients in niche discovery. For this study we examined the literature relevant to coaching style and/or methodology and narrowed the definitions for possible coaching styles to three categories: 1. Non-Directive: where the coach provides no direction for the client (e.g. no training or consultative methodologies). The coach merely shines a light on the path the client is taking.

Running Head: Does Coaching Help Clients Identify Their Niche? 2. Directive: utilizing discovery of what a client wants and then through training and consultative methods teaches the client how to accomplish the task. 3. A combination of non-directive and directive methods. Specific research questions included: 1. Are there significant differences between coaching style and gender? 2. What is the preferred style of coaching? 3. Are there significant differences between coaching style and niche discovery? 4. Did coaches develop specific methods for assisting clients in niche discovery?

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Measures Researchers developed a survey questionnaire for the purpose of collecting the following information: gender, ethnicity, age, level of training, education, years working as a coach, coaching style, choice of coaching style (non-directive, directive, and a combination of both nondirective and directive), niche discovery. See appendix A for questionnaire. The questionnaire was administered using Googles Create a Form function. In using this function a form can be created where a link (URL address) can be sent to a subject pool. Participants can then complete and submit their answers online and the data is stored in a secure Google work sheet where data can be retrieved and analyzed. Procedure A questionnaire link was e-mailed to 169 potential participants and in a 12 day period. 42 completed questionnaires were returned. Students were informed that participation was

Running Head: Does Coaching Help Clients Identify Their Niche? voluntary and if they provided their e-mail address they would be provided with a copy of the completed paper. Results Significant differences were found for two of the four Hypotheses: Question 1: Are there significant differences between coaching style and gender?

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A Chi Square (X2) was calculated to determine if there were differences between coaching styles and gender. Results indicated that significant difference exists: X2 = 4.18, (p=.04, df = 1. See Table 2a: for results table. Table 2a: Coaching Style vs. Gender Non-directive Male Female Total Chi-Square test: Statistic Chi-square DF 1 Value 4.19 P-value 0.04 5 24 29 Directive 5 5 10 Total 10 29 39

Question 2: What is the preferred style of coaching? A Chi Square was calculated to determine if significant differences existed between coaching styles. A significant Chi Square was observed: X2 = 4.86, (p=.05, df=1). See Table 2b for results.

Running Head: Does Coaching Help Clients Identify Their Niche? Table 2b: Preferred coaching style vs. Expected Observed Expected Total Non-Directive Directive Total 29 10 39 19 19 38 48 29 77

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Chi-Square test: Statistic Chi-square DF Value P-value 1 4.86 0.02

Question 3: Are there significant differences between coaching style and niche discovery? No significant differences were observed. X2 = 3.20, (p = .07, df = 1). See Table 2c for results. Table 2c Coaching Style vs. Niche Discovery Observed Expected Total Non-Directive Directive Total Chi-Square test: Statistic Chi-square DF Value P-value 1 3.20 .07 18 6 24 12 12 24 30 18 48

Questions 4: Did coaches develop specific methods for assisting clients in niche discovery? When examining for differences between coaching style and developing specific

Running Head: Does Coaching Help Clients Identify Their Niche? methods for assisting clients in niche discovery, there were no significant differences. X2 = 1.31, (p=.95, df = 1). See Table 2d for results: Table 2d: Coach Style and Method Development vs. Niche discovery Non-Directive Directive Yes No Total Chi-Square test: Statistic Chi-square Conclusion The original intent of this study was to examine the effectiveness of coaching as it is related to client niche identification. The results of the study demonstrated that coaching is effective. In Figure 1a reveals that coaches were 2.5 times more likely to provide niche DF Value P-value 1 1.31 0.25 30 12 42 25 17 42 Total 55 29 84

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discovery assistance than not. A Goodness of Fit Chi Square was calculated to determine if the more frequent provision of niche discovery coaching was significantly different than from what could generally expected. Results demonstrated a significant X2 = 11.12, (p = .001, df=1).

Running Head: Does Coaching Help Clients Identify Their Niche? Figure 1a: Coaches Providing Niche Discovery Coaching

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Coaches Providing Niche Coaching

30 25 20 15 10 5 0 Observed Expected

Yes 30
21

No 12
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For participants in this study there was a significant difference observed for coaching style and gender. The non-directive style of coaching was preferred by both males and females. In terms of coaching style 74.40% of participants identified themselves as a non-directive coach and 25.60% of participants identified themselves as a directive coach. What is interesting is females were the largest proportion of non-directive coaches 61.50%. This is not a surprising finding; life coaching is a people helping profession and typically attracts more women than men. For example, there were almost three times as many females participating in this study than males, 74% (n=31) females and 26% (n=11) males.

Running Head: Does Coaching Help Clients Identify Their Niche? Figure 1a: Gender by Coaching Style

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Gender by Coaching Style

80.00% 60.00% 40.00% 20.00% 0.00% Non-Directive Directive Overall

Male 12.82%
12.82% 74.36%

Female 61.54%
12.82% 25.64%

Generally speaking women are more prone to caring for others than are men. Author Myers (2010) cited the following statement by researchers Rubin (1991) & Sapadin (1988): When wanting understanding and someone with whom to share worries and hurts, both men and women usually turn to women, and both report their friendships with women to be more intimate, enjoyable, and nurturing (pg, 161). Interestingly there were observed differences for a coachs choice in a particular style of coaching. Results show the non-directive style of coaching was more frequently used than the directive style. Analysis of the data revealed the non-directive form of coaching was used almost three times as often as the directive approach. Figure 1b reveals the magnitude of difference. The observed percentage for non-directive coaching was 74.36% and directive was 25.64%.

Running Head: Does Coaching Help Clients Identify Their Niche? Figure 1b: Coaching Style Non-Directive vs. Directive

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Coaching Style Preference

30

25
20 15 10 5 0 Observed Expected Non-Directive 29 19 Directive 10 19

Ninety two percent of participants were students in the Academy of Coaching Cognition (ACC). ACC stresses a non-directive style of coaching. A primiary premise at ACC is that clients have the answer and are in need of assistance to discover the answer without direction from the coach. Parenthetically, this results supports the effectiveness of training the ACC promotes. Students, regardless of coaching style prefer the non-directive approach in their coaching. The final research question examining coaching style and developing specific methods for assisting clients niche discovery was not significant. In other words, whether a coach was non-directive or directive in style there were no differences in the method development for niche discovery. If coaching style makes no difference in the development of methods are there differences when the two styles of coaching are combined? A Chi Square was calculated to see if there were differences between coaches developing methods for niche discovery compared to what would normally be expected (i.e. no differences). Results indicated that there is a

Running Head: Does Coaching Help Clients Identify Their Niche?

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difference and that coaches (whether non-directive of directive) did develop methods for niche discovery. X2 = 4.12 (p=.04, df=1). Regardless of coaching style coaches were twice as likely to develop methods for client niche discovery; 65% for method development and 35% for not providing method development. In conclusion, this study revealed some interesting results: Coaches are providing niche coaching. Gender influences coaching style: There were more women working as coaches than expected. Women more frequently provide non-directive coaching than men. Overall, the non-directive coaching style was more frequently used than the directive coaching style Students from the Academy of Coaching Cognition were more likely to use a nondirective approach in coaching than directive. Coaches whether non-directive or directive did assist clients with methods in niche discovery. Six pertinent questions: 1. Why did we conduct this study? This study was designed to discover whether coaching is useful for identifying niche. Niche identification as part of business development is important to both training organizations and individuals. As well as establishing the value of coaching to identify niche, the study did reveal the non-directive coaching style was the most preferred style of coaching and the results did confirm the value of becoming a niche coach.

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Regardless of coaching style, participants in this study provided niche coaching 2.5 times more frequently than those who did not. This suggests that niche coaching is a worthwhile area to provide coaching. In essence niche coaching is a niche area worthy of pursuing. 2. What about the study is worthwhile investing time in a research project? There are many niche coaches in the market today and numerous articles, blogs, discussions, and advertisements for niche coaching. The value of this study is its contribution to research. As stated in the literature review, there is scant research supporting the idea of niche coaching. In spite of this, this study supports the contention that coaching is an effective delivery mechanism; and suggests that for corporations and individuals, niche coaching is effective.

According to Peter and Butler there is: a growing corporate demand for soft -management skills, and also a growing vocal criticism, from within academic and corporate circles, that MBA programs are failing to deliver in two key areas of deeper success: what effective managers need most useful skills, leadership and ethical behavior and career enhancement (Bennis & OToole, 2005; Mintzberg, 2004; Pfeffer & Fong, 2002). Both of these trends have added to the normal competitive pressures for business schools to reevaluate the focus of their programs, moving from an emphasis on hard (quantitative) courses (e.g. accounting) toward an emphasis on soft (qualitative) courses, such as coaching and team building (Cudd & King, 1995). 3. What gaps in the coaching research domain will the study fill?

Running Head: Does Coaching Help Clients Identify Their Niche? This study furthered the understanding and value of using a coach and the coaching process. In Coaching for Solutions Carol Wilson (2010) examines the principles of coaching, and the value to the client by using coaching to move forward. She discussed the development of coaching and its application in areas such as

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sports, psychology and business. The research takes this process of moving forward and narrows it down to particular topic-niche identification through the process of coaching. 4. What are the benefits in conducting the research? Clearly there is value in identifying if coaching can be used as a method in niche identification. Results of this study demonstrate that the non-directive coaching style is effective.

Running Head: Does Coaching Help Clients Identify Their Niche? 5. Who will benefit?

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Individuals who are considering becoming a niche coach; niche coaches who want to improve their results; individuals who are looking at the best way to discover their niche; and managerial and coach training providers. 6. What might this mean to the larger coaching community? Coaches will have research on the value of coaching for identifying niche. Carol Wilson (2010), in Coaching for Solutions discusses coaching as self-directed guided by the principles of coaching that assist the client to stretch, be challenged, and to uncover new perspectives and awareness. This study confirmed that the niche discovery process with coaching is advantageous. Coaches will have research on coaching styles for identifying niche. Training providers will have valuable information for designing future training.

Finally, this study breaks new ground as it focused on coaching style, coaching style preferences and points out that niche coaching is a worthwhile not only to the client but for the coach as well. Suggestions for further research include conducting a follow-up study to determine if clients followed through with developing a market niche and to determine if clients experienced greater confidence in developing a market niche. Did clients come back for further coaching in other areas? Clearly there is a great need for further study about coaching and its effectiveness for clients. This type of study can be used to create more focused coaching on topics such as grief and parenting.

Running Head: Does Coaching Help Clients Identify Their Niche? References

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Dictionary.com (n.d.) Niche definition. Retrieved (January, 2012) from www.dictionary.com Disbennett-Lee, R. & Black, V. (2005). A study of international life coaches on the skills and strategies used during the coaching process. Retrieved (January 18, 2012) from
http://ezproxy.ccu.edu:2190/docview/305394901/abstract/1345819F32A589ADA7A/1?accountid=1 0200

Economic downturn will have severe, far-reaching effects on global health. (2009, July). Retrieved from http://www.physorg.com/news163993567.html International Coach Federation. (Retrieved January, 18, 2012) from http://www.coachfederation.org/articles/index.cfm?action=view&articleID=731&sectionID= 27 International Coach Federation. Retrieved from: http://www.coachfederation.org/articles/index.cfm?action=view&articleID=731&sectionID= 27 http://www.coachfederation.org/about-icf/overview/ Mallary, K., (n.d.). Top 3 questions about coaching niches. Retrieved January 12, 2012, from http://www.coachingbiztips.com/2007/05/qa_top_5_questi.html Myers, D., G. (2010). Nature, nurture, and human diversity. In Psychology: Ninth edition. (p. 161). NY, NY: Worth Publishers. Peter, S., L. & Butler, D., S. (2011). Is faster, better when teaching skills based management Courses?: A comparison of compressed and full-term course delivery methods. Poznan University of Economics Review. 11(2), 73-87.

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Schulson, C. (2009). Ten steps to finding and attracting your ideal niche.. (Retrieved January 10, 2011), from www.attractyourniche.com Schulson, C. (2010). Ten essential things to have in place before you start marketing yourself online: But only if you want to start making money right away. Retrieved (January 15, 2011), from www.attractyourniche.com, Waddell, M., Green, J., & McBride, M. (2006). High definition. Investment Advisor, 26,8. Abstract retrieved from http://ezproxy.ccu.edu:2087/pqdweb?index=0&did=1090389051&SrchMode=1&sid=2&Fmt =2&VInst=PROD&VType=PQD&RQT=309&VName=PQD&TS=1319552900&clientId=5 146 Whitworth, L., House, H., Sandahl, P., & Kimsey-House, H. (1998). Co-Active Coaching: New skills for coaching people toward success in work and life. Palo Alto, CA: Davies-Black Publishing. Williams, P., & Davis, D. (2002). Therapist as life coach. New York: W.W. Norton & Company, Inc. Wilson, C. (April, 2010). Tools of the trade. Training Journal, pp 65-66.

Running Head: Does Coaching Help Clients Identify Their Niche? Appendix A Coaching Style for Client Niche Discovery

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For this survey please use the following definitions for coaching styles: Non-directive: the coach provides no direction for the client (no training or consultative methodology). The coach shines a light on the path the client is taking. Directive: utilizing discovery of what a client wants and then through training or consultative methods teaches the client how to accomplish the task. Required Email address ________________________________ (Upon completion of the study we will send the full report.) Ethnicity: ___________ (chose one of the following) a. b. c. d. e. f. African American Asian Caucasian Hispanic/Latino Native American Other

Gender: ____ a) Male b) Female Age Range: please select one 18 to 23 _____ 24 to 29 _____ 30 to 35 _____ 36 to 41 _____ 42 to 47 _____ 48 to 53 _____ 54 to 59 _____ 60 to 65 _____ 66 to 71 _____ 72 to 77_____

Running Head: Does Coaching Help Clients Identify Their Niche? 1. Coaching Cognition Students: Current level of CC training. _____ a) b) c) d) 2. Basic Intermediate Advanced N/A

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International Coach Federation _____ a) PCC b) MCC c) N/A

3. Education _____ a) b) c) d) High School diploma or equivalent Some college Four year degree or equivalent Some graduate work or degree

4. Number of years working as a coach _____ a) b) c) d) Less than one year 1 3 years 3 5 years More than five years

5. Would you consider your coaching style as non-directive coach or directive (consulting and/or training)? _____ a) Non-directive b) Directive 6. What percentage of the time do you utilize non-directive coaching techniques? _____ a) b) c) d) 0% - 25% 26% - 50% 51% - 75% 76% - 100%

7. What percentage of the time do you utilize directive coaching techniques? _____ a) b) c) d) 0% - 25% 26% - 50% 51% - 75% 76% - 100%

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8. What percentage of the time do you combine both non-directive and directive coaching techniques? _____ a) b) c) d) 0% - 25% 26% - 50% 51% - 75% 76% - 100%

9. As a non-directive style coach have you devised specific methods to assist your clients? _____ a) Yes b) No 10. As a directive style coach have you devised specific methods to assist your clients? _____ a) Yes b) No 11. During your coaching experience have you assisted clients with identifying a market niche? _____ a) Yes b) No 12. If you answered yes to question 11, what coaching style did you employ? _____ a) Non-Directive b) Directive c) N/A