How To Develop a Coaching Persona That Achieves RESULTS!

There is only one reason why a client wants to work with a coach!

They want to effect change!

They may be looking for a new relationship, a more rewarding career, a healthier lifestyle or a unique business opportunity. They may not know exactly what that change will look like or how to achieve it, but they know one thing for sure! They are unhappy with their current situation!

Many traditional coaches will embark on a quest to alter that current situation and create a path toward the goal the client desires! It is what coaches do! But before you can effect change in a client, you must understand the reality of the client’s current situation. Or more importantly, the reason the client finds him/herself in this situation!

And this is where traditional coaching often goes off the rails!

It is not about your client’s shortcomings, although there may be many!  It is not about your client’s motivation, although that may certainly need to improve. And it’s not about your client’s ability to achieve results! It is all about your client’s perception of “who they are”!  And that perception is responsible for the situation they are in!

I’ve written about the importance of perception in several previous articles, but there are really only two types of perception:

1. The perception we have about ourselves, which is an internal perception, and
2. The perception we project onto others, which is an external perception.

Now, unless your client is an accomplished actor or a delusional sociopath, these two types of perception are a part of the client’s persona.  I will delve a lot deeper into the complexities of a persona profile in future articles, but the takeaway for today is that you (as a coach) must recognize the existence of the various personas that are responsible for, or contribute to these two types of perception.

In order for you to coach a client to effect meaningful and measurable change, you must first discover which personas are affecting your client’s current situation and then help your client to develop the personas that will be instrumental in creating the results your client wants to achieve. And for coaches, there is only one way to deliver those results. You must create a “Perception Makeover” for each client that you work with!

Creating a “Perception Makeover” is one of the core coaching programs that I offer my clients. If you’d like to find out more about that program, just send an email request to coach@personacoach.com and I’ll give you all the details.

But essentially, a “Perception Makeover” looks at the results the client wants to achieve and then helps the client develop one, two or three personas that will deliver that result!

I have identified three types of personas (or personae – if you’re a linguistic purist).
They are:

• The Attractive Persona
• The Assertive Persona
• The Innovative Persona

The “Attractive Persona” is responsible for projecting an image that will be perceived as a genuine representation of all the values, characteristics and qualities of “the person who would be successful” in creating a Desired Outcome. For example, if you are a relationship coach, your client’s “Attractive Persona” must resonate with a prospective partner or “soulmate”

The “Assertive Persona” is responsible for projecting an image that will be perceived as a representation of the strength, moral character and determination that your client possesses. For example, if you are a career coach, your client’s “Assertive Persona” will display all the element that will make him/her fully qualified for the career position.

The “Innovative Persona” is responsible for projecting the perception of someone who can take something to a new level. Someone who can create a new concept. Someone who can inspire a new idea! Some who can develop a new concept.  For example, if you’re a business coach, your client’s “Innovative Persona” can become the driving force behind a new venture or opportunity in their professional life!

Given the diversity of clients that I personally work with, I often use a combination of these three persona types to help the client create the ideal person for the task! And I do this by engaging the client in a “Perception Makeover” that aligns the new persona with the inherent talents and characteristics traits that are unique to the client.

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© Allan N. Mulholland

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About Allan
Allan N. Mulholland is the founder and president of PersonaCoach (Int'l) LLC, which provides training and certification for life & business coaches. He is the author of “Change Your Perception, Change Yourself!” and writes on all aspects of coaching training and development.

To get Allan’s free Book “Clients Don’t Pay for Coaching. They Pay for RESULTS!” go to www.resultscoachmastery.com (Available January 14th, 2016)

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