Consulting vs. Coaching

The biggest difference I see between consulting and coaching is what I call “what do” vs. “who do.”

With consulting we are dealing with the “what do.” What tact, what strategy, what technique. What is the client going to do to get from point A to point B.

With coaching we are dealing with the “who do.” Here we are dealing with “who do” they need to become to get from point A to point B, or who do they become along the way.

Of course we need to deal with both if we want to get from point A to point B with grace, skill and ease AND if we want to be able to grow from point B to point C. Without the coaching aspect and dealing with the “who do” along the way, our clients often end up back at point A, just a little more dejected.

Example:

Doctor X. who is a chiropractor was having problems giving services away. He had been told to stop giving services away by other consultants. He asked for help from his staff to help him stop doing it. He was giving away all of his profits and was barely making ends meet.

As we studied the doctor’s behavioral styles and values we found that Doctor X. was a “high social.” This meant that what motivated and moved him into action was ridding the pain and suffering in the world and giving his time talents energy and resources to a good cause. Instead of just dealing with the “what do”, we addressed the “who do.”

We installed a program in which one day every three months Dr W. gives an entire day of services away. People come in, get adjusted and pay half the price but they write the check to Dr. X’s favorite charity. The patients are happy, Dr. W is happy and the charity is happy.

Now that Dr. X’s need to “give services away” is met, he is able to conduct business during his regular “business days” without giving all of his profits away.

My experience is the more time we spend defining the problem and the more we look at the “who do” as well as the “what do,” the better and longer lasting results my clients receive.

Russ Rosen, D.C. – Mar 19, 2003

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