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ON-DEMAND WEBINAR • DIANE LLOYD & JASON MAGENNIS
The Business of Coaching
No One Teaches You
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A PERSONAL INVITATION FROM DIANE & JASON
You've earned the credentials.
Now let's talk about what building actually looks like.
If you're a certified coach — or close to completing your training — and you came from a leadership career, you already know that the coaching part isn't what's hard. You're skilled. You care. You're ready to do meaningful work. What's hard is the business of coaching. The gap between being a good coach and building a sustainable practice is one that almost no training program addresses — and most coaches discover it the hard way.
That's what this session is about. Not inspiration. Not hustle tactics. A clear, honest, commercially grounded look at what the market actually looks like right now — and what you need to understand before you invest another quarter figuring it out alone.
This session was built specifically for people like you: experienced, thoughtful, values-driven leaders who chose coaching because they want their next chapter to matter. Join Diane and Jason for 90 minutes on April 7th.
Come curious. Leave clear.
GET INSTANT ACCESS
$26.25
One Time Payment • $25 + GST
- How buyers make decisions in today's market.
- The importance of selling outcomes.
- What sustainable development looks like.
Available on demand • Your information is never shared
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WHAT YOU'LL LEARN
Three things the coaching industry doesn't prepare you for — and almost no one talks about clearly.
In 90 minutes, Diane and Jason will cover the ground that matters most right now: the realities of the market, how buyers actually make decisions, and what it takes to build a practice that generates real momentum — without losing yourself in the process.
01
Why Buyers Have Raised the Bar — and What That Means for You.
The coaching market has shifted fundamentally over the past few years. The people with the budget and authority to hire you — HR leaders, CEOs, organizational buyers — are more sophisticated, more cautious, and more outcome-focused then ever before. Certification is no longer a differentiator. Relationships alone no longer close deals. And the market rewards coaches who understand how buyers think, not just how coaches coach.
You'll leave understanding exactly why it feels harder than it should — and what the market actually requires of you now.
02
Stop Selling Coaching. Start Selling What Changes.
Most coaches describe what they do as: "I offer leadership coaching." But buyers don't purchase a process — they purchase a future state. Clarity, performance, alignment, momentum. There is a specific shift in how you articulate your value that changes every conversation you have — and it has nothing to do with being more assertive or learning to "pitch." It has everything to do with understanding what your buyer is actually trying to solve.
You'll leave with a framework for communicating your value in language that resonates with the people who need to say yes.
03
The Pipeline Truth No One Teaches You.
Early clients come through warm referrals. Then momentum slows — and the silence starts to feel personal. It isn't. But it requires a fundamentally different approach than most coaches are running. Diane and Jason will share what a realistic, professionally calibrated pipeline looks like for a solo executive coach: what to expect, what to track, and how to build consistent momentum without it feeling like self-promotion.
You'll leave with a clear, grounded picture of what sustainable business development actually looks like — and a starting point to build yours.
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WHAT YOU'LL LEAVE WITH
Not just insight.
Actual clarity.
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A CLEARER READ ON THE MARKET
You'll understand what's changed, why it's changed, and what that means for how you position and price your work going forward.
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LANGUAGE THAT ACTUALLY LANDS
A concrete framework for articulating your value in terms buyers recognize — not coaching jargon, not credentials, but outcomes.
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A REALISTIC PIPELINE PICTURE
An honest, grounded view of what a healthy pipeline looks like for a solo coach — and where to start building yours.
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HONEST CONTEXT FOR WHERE YOU ARE
A chance to see your current situation with fresh eyes — what's working, what isn't, and why — without judgment.
BUILT FOR WHERE YOU ARE
A session designed specifically for experienced, senior coaches navigating the identity and business gap — not a beginner overview, and not generic small-business advice.
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A CLEAR NEXT STEP
Whether that's refining your positioning, building your pipeline, or exploring the 16-week program — you'll leave knowing what's next.
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WHAT ATTENDESS ARE SAYING
Real Coaches.
Real Insights.
"I came in knowing I was clueless about the business side of coaching. That's exactly what Diane and Jason addressed — clearly, practically, with no hype. I signed up for the full program before the session was even over."
Michele T. · Executive Coach · Victoria, BC
"I've been stuck in a start-stop pattern of building my practice. Understanding what a realistic pipeline actually looks like — and why the silence isn't failure — was the piece I'd been missing."
Jen B. · Coach · Saskatoon, SK
"I appreciated the down-to-earth, transparent approach — no promises, no pressure, just an honest look at what the market actually requires. The shift from selling coaching to selling outcomes genuinely changes how I'm thinking about every conversation.."
Ashley M. · Leadership Coach · Toronto, ON
"The single biggest shift for me: stop marketing your services and start marketing your outcomes. I'd been describing what I do as a coach. This session helped me understand I need to describe what changes for the people I work with."
Katherine S. · Certified Coach · Winnipeg, MB
"Diane and Jason put words to something I'd been feeling but couldn't articulate. There is a real gap between finishing coach training and knowing how to build a practice — and almost no one addresses it directly. This session did."
Karen J. · Certified Coach · Ottawa, ON
"I came in with a question I couldn't even fully form: how do you measure outcomes when the coaching work is inherently private? I left with a framework I can use in conversations with organizational buyers."
Matthew S. · Executive Coach · Moody, BC
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THIS SESSION IS FOR YOU IF...
You're serious about building.
You just want a clear map.
THIS IS RIGHT FOR YOU IF
✓ You've completed or are completing coach training
✓ You came from a senior leadership role
✓ You are launching or your momentum has stalled
✓ You value substance, depth, and honest conversation
✓ You want to understand the market before investing more time in tactics
✓ You're ready to hear some hard truths if they help you move forward
THIS IS NOT RIGHT FOR YOU IF
X You're looking for quick tactics and shortcuts
X You want high-energy inspiration without substance
X You're brand new to leadership or just starting out in your career
X You're happy with where your practice is and not looking to grow
HOSTED BY
Diane Lloyd & Jason Magennis
They've both navigated the transition from senior leadership to entrepreneurial coaching. They know what it costs — in time, confidence, and momentum — to figure it out without a map. This session is what they wish someone had told them clearly in the first year of building.
Diane Lloyd
PCC · CO-FOUNDER, ENTREPRENEUR COACH COLLECTIVE
FOUNDER, INSPIRED RESULTS GROUP
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Diane Lloyd has been building things from scratch for over three decades — long before it was fashionable to call it entrepreneurship. In 2012, she founded Inspired Results Group, a leadership development and executive coaching firm she has grown into a respected practice serving organizations across Canada. She knows what it takes to build something credible and sustainable because she did it herself.
As Associate Faculty in Royal Roads University's Certified Executive Coach Program and recipient of the Kelly Outstanding Teaching Award, Diane brings deep academic rigour without losing sight of the commercial reality her clients are navigating. Her approach is grounded in neuroscience, emotional intelligence, and a clear belief that professional depth deserves professional architecture.
· Professional Certified Coach (PCC) — International Coach Federation
· Master of Arts in Leadership, Royal Roads University
· Kelly Outstanding Teaching Award — Royal Roads University, 2022
· Founder & CEO, Inspired Results Group (2012–Present)
· Certified Dare to Lead™ Facilitator · EQ-i 2.0 Certified Practitioner
Jason Magennis
ACC · CO-FOUNDER, ENTREPRENEUR COACH COLLECTIVE
FOUNDER, VBHP CONSULTING
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Jason Magennis spent 20 years as a marketing and sales executive before making the deliberate choice to build something of his own. He founded VBHP Consulting to help leaders and organizations cut through external noise, reconnect with their values, and build the kind of high performance that actually sustains. He knows the difference between a career and a practice — because he's built both.
Armed with an MBA from Dalhousie University and a Graduate Certificate in Executive Coaching from Royal Roads University, Jason brings a commercially sharp, strategically grounded perspective to everything he facilitates. He's a coach who thinks like a founder — because he is one. His ability to hold both the strategic and the deeply human dimensions of this work is exactly what the ECC is built on.
· Associate Certified Coach (ACC) — International Coach Federation
· Graduate Certificate in Executive Coaching, Royal Roads University
· Master of Business Administration, Dalhousie University
· Founder, VBHP Consulting
· 20+ years as a senior marketing and sales executive
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"We didn't build this session because we had it all figured out immediately. We built it because we know what it costs — in time, confidence, and momentum — to figure it out alone."
YOUR NEXT STEP
One focused session.
A fundamentally clearer picture.
$25 + GST · 90 minutes · Available on demand · Watch at your own pace
One Time Payment
$26.25
$25 + GST · Canadian
- How buyers make decisions in today's market.
- The importance of selling outcomes.
- What sustainable development looks like.
✓ Instant access - watch at your own pace
✓ Your information is never shared or sold
READY TO GO DEEPER?
This session is the beginning.
The 16-Week Program is the architecture.
The Entrepreneur Coach Collective is a structured 16-week program for former senior leaders ready to build a credible, values-driven coaching practice — with clarity, confidence, and a community of peers who understand exactly what you're navigating. Founding cohort members who attend this session receive priority access.
LEARN MORE ABOUT THE PROGRAM →