Coaching You to Star Performance
in Your Event or Wedding Business

Frequently Asked Questions

1) What services do you provide?
2) How is "coaching" different from "consulting?"
3) How did you develop your coaching model?
4) Does anybody else do this for special event businesses?
5) What happens in coaching?
6) What level of event professional benefits from coaching?
7) Why are special event professionals particularly in need of this service?
8) Can't any coach help me?
9) What does success from coaching look like?
10) What mistakes made by entrepreneurs do you see most often?
11) How should I go about looking for a coach?

1) What services do you provide?

Special Event Business Advisors (SEBA) acts as a temporary partner to help small business owners double their profit or increase their market share in minimal time. We also provide the focus an entrepreneur needs to get other business results s/he wants, including start-up, expansion or reinventing the enterprise.

We're 100% focused on our client's success, so we become a resource center that listens, supports, challenges, motivates, guides, collaborates, evolves, strategizes, asks powerful questions, and understands. There is no mystery to the coaching process, but it takes years to master the skill set that involves both technology and methodology.

In most of SEBA's 13-week coaching programs, the client, with the coach, will assess skills, personality traits and learning styles; define vision and success outcomes; create an inspiring mission statement; analyze financial status and budgets; and establish annual goals and objectives to achieve them. By the end of a typical 39-week program, the client will also have developed all the elements of a business plan and be headed for the next level of success with long-term projections. See more details on our Programs and Pricing page.

Our services are delivered weekly via phone, fax, mail and email communication, with periodic in-person meetings individually arranged (optional for long distance clients). All materials and dialogue expenses are included in fees. To support clients after completing 39 weeks of coaching, SEBA offers a Virtual Consultant Premium Plan. A Frequent Referral Program and Special Values for Returning Clients were created in appreciation of colleagues who treat coaching as an ongoing process with intermittent breaks.

2) How is "coaching" different from "consulting?"

…or "therapy?" Therapy is a problem finder; consulting is a problem repairer; coaching is a problem solver. The terms "past, present and future" can also be applied respectively. You usually pay a therapist to dig into your past to find out why something happened. A consultant will look at an existing problem, analyze it, and then come up with a way out. A coach helps the client evaluate and solve problems by looking at different angles and strategies. With a coach you acquire competence for the future. Coaching is the added ingredient that separates the ordinary from the extraordinary.

• Consultants tell; Coaches ask.
• Consultants give answers; Coaches elicit answers.
• Consultants are the experts; Coaches bring out the expert in the person being coached.

3) How did you develop your coaching model?

SEBA's customized coaching process employs methods learned from the Graduate School of Coaching, the International Coach Federation and the Professional Coaches and Mentors Association. These methods are highly beneficial for any business owner, in any industry. What makes my practice for event professionals unique are 20+ years of small business ownership in the event industry, another 15-year career as a corporate retail manager/director/trainer, and teaching expertise gained as an adjunct college instructor (since 1989) and teaching in the GWU/USD Event Management Certificate Program (4 years).

There are hundreds of coaching models and scores of professional schools. Right now, most coaches fall in specific areas like corporate/executive, entrepreneur/small business, personal/life, or career/transition. Then there's the general practitioner, special skills or special market coaches. People from all walks of life are hanging shingles. As when the event industry came of age as a recognized profession, coaching will eventually have many shakeouts.

4) Does anybody else do this for special event businesses?

I was the first coach to specialize in the event/wedding industry. With the growth of careers in both special event and coaching fields, many will follow. In fact, I could use the company to brainstorm with.

5) What happens in coaching?

Because coaching is action-oriented, it's about moving forward. It's about learning new skills, getting rid of outdated beliefs or attitudes, and sharing ideas. You will clarify your vision and get more control of your business life, as well as accelerate your learning curve and make informed decisions. You'll become more productive and feel on top of things; develop greater confidence and communicate more clearly. Because you are able to articulate your goals and vision, you'll attract better clients and employees. With improved overall personal and professional effectiveness you become more innovative about trying new things — thinking outside the box.

6) What level of event professional benefits from coaching?

While SEBA's service is primarily for those wanting to start, grow or reinvent a small business, there are coaches for every echelon in the event industry. From the solo-preneur to the multi-branch corporation - anybody or any group who performs better by being held accountable, who needs to escape isolation or desires a more balanced life, who wants greater potential or a higher level of success - will benefit from coaching. And there's a style of coaching for any area of your life, not just business. But not everyone is coachable! Take the test at http://www.coach.net/coachable.htm.

7) Why are special event professionals particularly in need of this service?

Special event professionals are a very creative, service-oriented community of people-pleasers, many with right brain tendencies (adventurers & givers). We get so involved with helping our clients solve problems that it's hard to work out our own. From adrenalin-pumping activities to post-event doldrums, event professionals flit from one challenge to the next. Few spend enough time on left brain inclinations (organizers and thinkers) like building balance in your life, interpreting financial statements, having the ability to say "no," managing time, mastering administrative duties, exhibiting discipline and planning acumen.

8) Can't any coach help me?

Good professional business coaches use techniques that work for any industry. They can easily adapt their models to your needs, but you must allow time for them to get up to speed on event terminology and other intricacies of the business. Because of the learning curve required to really understand the special event business, I envision more event specialists becoming coaches.

9) What does success from coaching look like?

Success is different for everybody. You'll definitely go beyond previous limitations. You can expect a boost in confidence and self-esteem. Peer recognition will escalate as you distinguish yourself from the competition and enhance your professional image. Bottom-line results will improve. You'll probably be expanding or launching new products and services. Though a business coach helps you concentrate on your company, you'll find yourself enjoying life and having more time for personal interests as your performance and earnings improve. See our Client Results page for more about what to expect.

10) What mistakes made by entrepreneurs do you see most often?

• Trying to sell to too broad a market and "shoot-from-the-hip" marketing.
• No end in sight - no growth/succession plan.
• Business becomes part of personal identity, rather than used as a tool for life.
• Knowledge that more planning should be done / guilt for not taking the time to do it.
• Setting goals but having no strategic steps or timelines to achieve them.
• Fear of success: What if it happens? What if I can't handle it?
• Not being able to interpret financial statements and have discussions with a CPA.
• Thinking one can become successful just by working hard.

11) How should I go about looking for a coach?

• Educate yourself about coaching. Hundreds of articles have been written about it in the last 3-5 years.
• Know your objectives for working with a coach.
• Interview three coaches before you decide on one. Ask them about their experience, qualifications and skills.
• Get coaching references!
• The standard coaching model works on the basis of establishing a relationship. There should be a connection between you and the coach that "feels" right to you. Meet with a potential coach until you're sure that you're compatible.
• Find out exactly what is covered in the coach's fees. Read the fine print in the contract. For personal coaching, monthly rates range from a $19.95 online application to $1500 for a top-level executive coach, with $300 to $500 a month for mid-range.
• Be aware that credentialing of coaches is not yet standardized throughout the industry but there are many schools now available. Your coach should have graduated from a recognized institution or be enrolled in one. For referrals from one of the largest coaching associations, visit www.coachfederation.com.