“I Collaborate with Coaches and Others Who Possess Excessive Knowledge”
Kate Solovieva is well-acquainted with the domain of knowledge—and with the often-overwhelming impact it can have on coaches striving to enhance their practice. A former psychology instructor, accredited Master Health Coach, and Director of Community Engagement at Precision Nutrition (PN), Kate has built a reputation as a “coach’s coach.” Her insightful and humorous motto—“I collaborate with coaches and others who possess excessive knowledge”—alludes to a considerable, yet frequently overlooked hurdle in the coaching industry: an abundance of knowledge coupled with insufficient action.
Through her diverse roles—educating in PN’s Level 2 Master Health Coaching Certification, facilitating PN’s online coaching community, and working with her own private clients—Kate has interacted with countless aspiring and seasoned coaches. In this journey, she has identified recurring patterns, triumphs, challenges, and persistent coaching blunders that leave even the brightest, most well-meaning professionals stagnant.
In this article, Coach Kate discusses the three most prevalent mistakes coaches make, along with practical strategies to overcome them. Whether you’re just beginning or an experienced professional looking to reignite your enthusiasm, these insights will aid you in better supporting your clients, expanding your business, and maintaining your passion.
Mistake #1: Concentrating on Coaching Rather than Selling
Kate compares a coaching business to a three-legged stool:
- Coaching: Your expertise and ability to implement it effectively.
- Selling: Your ability to draw in, connect with, and onboard clients.
- Administration: The systems and tools that keep operations smooth—scheduling, billing, etc.
Most coaches prioritize the first leg—refining their coaching skills—while the other two are neglected. Although admirable (and intellectually satisfying), this focus results in stagnated businesses and booking gaps.
“You cannot reach your full potential as a coach in isolation,” remarks Kate. “Coaching skills only refine with practical application, and for that, clients are necessary.”
What to Do Instead: Present Yourself as a Coach, Not as an Expert
The quest for knowledge—certifications, courses, workshops—can be a never-ending cycle. Coaches frequently chase the assurance that “one more course” will provide. However, that confidence emerges only through experience.
Kate encourages coaches to take imperfect actions. Start coaching immediately and learn through experience. Rather than approaching as a “nutrition expert,” engage with curiosity. Pose questions such as, “What makes that significant for you?” or “Can you elaborate on that?”
Pro Tip: When a client poses a technical query, resist the temptation to respond instantly. Instead, create a coaching opportunity. Rather than delivering a biochemistry lecture, inquire why the subject resonates with them. This approach will deepen your understanding of their motivations—and help avoid information overload.
Mistake #2: Presuming Your Clients Reflect Your Values
This error arises from a place of good intentions: empathy and connection. However, projecting your own preferences, lifestyle, and values onto your clients can obscure their individual experiences and requirements.
Examples:
- You meticulously track macros and assume all clients should follow suit.
- You exercise daily and struggle to empathize with someone who prioritizes sleep or childcare over working out.
- You enjoy cooking. Your client despises it and struggles to operate a basic stove.
What to Do Instead: Strive to Grasp Your Client’s Perspective
Coach Kate suggests utilizing open-ended questions to establish a foundational understanding:
- “What prompted you to seek out coaching?”
- “What holds the utmost importance for you at this moment in your life?”
- “What would success mean to you—not to me?”
Even if you share similarities in experiences with a client, recognize the limitations of that comparison: “I understand what being a single parent feels like for me, but how is it for you?”
This method encourages clients to be genuinely open, facilitating more customized coaching and improved outcomes. It also fosters trust and rapport, as clients feel acknowledged, heard, and valued.
Mistake #3: Being More Invested in the Client’s Outcomes Than They Are
A deep sense of care is a hallmark of exceptional coaches, but when emotional