Give the Gift of Presence: Be fully present with the person you’re coaching. In today’s world of constant distractions, undivided attention has become a rare commodity. Turn off notifications, close your laptop and put your cell phone aside to make sure the client feels they are your top priority. When I focus completely on a client, it creates a space for them to feel seen and heard.
By Jake Frankel
The coaching industry is now tremendous. It is a 15 billion dollar industry. Many professionals have left their office jobs to become highly successful coaches. At the same time, not everyone who starts a coaching business sees success. What does someone starting a career as a life coach, wellness coach, or business coach need to know to turn it into a very successful and rewarding career?
In this interview series, called “Five Things You Need To Create a Highly Successful Career As a Life or Business Coach” we are interviewing experienced and successful life coaches, wellness coaches, fitness coaches, business and executive coaches and other forms of coaches who share the strategies you need to create a successful career as a life or business coach.
In this particular interview, we had the distinct pleasure of interviewing Tamara Loring.
Tamara is the chief brand ideology officer at The Entrepreneur’s Source, North America’s leading career ownership coaching organization that has guided thousands of professionals through career transitions and provided coaching and business ownership opportunities that help people improve their lives. A 20 plus-year coaching veteran, Tamara supports aspiring entrepreneurs and career ownership coaches as they launch and grow their businesses. She is also a podcast host of Career Compass: Mapping Your Future found at CareerCompassShow.com, where she and another co-host discuss career reinvention, entrepreneurial success and the transformative power of coaching amongst other topics.
Thank you so much for joining us in this interview series! Before we dive in, our readers would love to “get to know you” a bit better. Can you tell us a bit about your ‘backstory’ and what brought you to this particular career path?
Sometimes life has a way of unfolding when you least expect it, and that’s exactly how my career started. Early in my professional life, I remember constantly thinking, there must be a better way — a better way to work, live and build a career. My parents always encouraged me to dream big and explore new opportunities, but the idea of becoming an entrepreneur felt out of reach for someone like me. I didn’t identify with the stereotypical entrepreneur who had grand, world-changing ideas, so I mistakenly believed I couldn’t follow that path.
Originally from South Africa, I pursued a career in hospitality because it seemed like the perfect way to satisfy my desire to see the world — and it worked. My career took me to Europe and eventually the United States, where I settled in a quiet town in Connecticut that I now call my favorite place on earth. But while I was living out that dream, I couldn’t shake the thought that there had to be a better way to pursue the life I truly wanted.
That’s when The Entrepreneur’s Source® found me. Through what felt like fate, a chance meeting with the owner next door to my office led me to this incredible organization. I was so intrigued by the concept of helping others find clarity and realize their dreams that I thought, “What a great way to figure out what I want to do when I grow up.” Twenty-three years later, this isn’t just a career for me; it’s a mission. Helping others reimagine what’s possible and reclaim the life of their dreams has become a passion that I feel privileged to wake up to every day.
You are a successful business leader. Which three character traits do you think were most instrumental to your success? Can you share a story or example for each?
Three key traits have been pivotal to my journey as a coach and leader: curiosity, mindset and discipline and consistency.
Curiosity has allowed me to always keep exploring, learning and asking questions. Much like a five-year-old relentlessly asking, “why?” this trait keeps me digging deeper to understand people, systems and solutions. I’m always seeking the layers underneath surface-level answers. Curiosity drives me to continuously learn and, as a result, helps me innovate and grow.
Mindset is everything. Having a growth mindset over a fixed mindset has made all the difference in navigating life and work. When I find myself stuck in negative thought patterns or hearing that tiny voice of self-doubt, I remind myself I have the freedom to choose my response. One tool I rely on religiously is the idea of turning “frustration into fascination.” Instead of focusing on what’s going wrong, I ask myself, “What can I learn from this?” Adopting this perspective has been transformative.
Lastly, discipline and consistency have been the driving force behind long-term success. A common misconception is success is one big moment that’s instant, but the opposite is true. Success is the accumulation of small, daily actions. This principle has guided me in everything from my career to personal growth.
How have habits played a role in your success? Can you share some success habits that have helped you in your journey?
Habits are the daily choices that shape our trajectory. As a kid, I often heard my dad quote Gary Player, a famous South African golfer, who said, “The harder I work, the luckier I get.”
Luck is the result of consistent daily habits, and one of the simplest yet most impactful ones I’ve embraced is personal development. Whether it’s reading a few pages of a book like “Your Career Revolution” or listening to an inspiring podcast every day, these micro-habits compound into major shifts over time.
I also rely on visual reminders to stay aligned with my goals. I used to fill my office with sticky notes filled with thoughts to reframe my day, but when the clutter became overwhelming, I transitioned to keeping them in a small book. Now, when I feel stuck, I reach for those notes to recenter my mindset.
Finally, a habit that’s made a huge difference is being intentional about surrounding myself with people who stretch my thinking. Coaches, mentors and friends who challenge and encourage me have been invaluable in my growth as a leader.
This will be intuitive to you, but it will be helpful to spell this out directly. Can you help explain a few reasons why it is so important to create good habits? Can you share a story or give some examples?
Good habits build momentum toward your goals. Big dreams often fail when we try to leap without building a runway. I’m a firm believer in author BJ Fogg’s “Tiny Habits” approach, where you focus on small actions that make a habit stick over time and turn into life-changing routines.
Take resolutions, for example. Many people aim for an end goal yet fail to break it into manageable, repeatable steps that allow them to celebrate quick wins and remain on the path toward achieving the resolution they set out to complete months earlier.
Speaking in general, what is the best way to develop good habits? Conversely, how can one stop bad habits?
The key to developing good habits is to start small, making each daily action manageable and consistent. If your goal is to improve your physical health, commit to a 15-minute walk rather than signing up for a marathon. Once you’ve walked for a few weeks, start jogging before you eventually become ready to go for a run. Success is doing the right thing consistently, not occasionally, which is where starting small with habits makes a difference.
I also rely on the 4C formula: Commitment, Courage, Capability and Confidence. It begins with committing to a small, actionable step, even if it feels insignificant. Courage comes into play as you push past discomfort and take that first step. Over time, you develop the capability to sustain the habit, and with that comes confidence. This cycle reinforces itself, making it easier to build momentum and stick to your goals.
Breaking bad habits follows a similar process. Start by committing to change, even if it feels daunting. Surround yourself with mentors who will hold you accountable and support you. And when you falter, reflect on what’s pulling you off course and use tools like self-coaching or visual reminders to reset. Trust the process and repeat it until the new habit becomes second nature.
Can you share your favorite “Life Lesson Quote”? Why does that resonate with you so much?
“Don’t wish for life to get easier. Learn how to handle hard better.” This quote from Duke University Women’s Basketball Head Coach Kara Lawson resonates with me because it’s a mantra for resilience and personal responsibility. Freedom and success require discomfort and ownership, and those who lean into difficulty emerge stronger and more capable on the other side.
What are some of the most interesting or exciting projects you are working on now? How do you think that might help people?
Right now, I’m thrilled about a new project at The Entrepreneur’s Source® that will strengthen our ability to empower people to reimagine and reclaim the life of their dreams. We’re developing a personalized portal to accompany our coaching designed to enhance the client experience. This platform will give individuals the tools to solidify their vision and work toward income, lifestyle, wealth and equity goals with greater clarity and confidence.
Additionally, like many industries, we’re exploring how AI could support the coaching process. AI won’t replace human connections but will amplify it by providing faster insights and strategies that make our coaching even more impactful.
Ok super. Here is the main question of our interview. Many coaches are successful, but some are not very successful. From your experience or perspective, what are the main factors that distinguish successful coaches from unsuccessful ones? What are your “Five Things You Need To Create a Highly Successful Career As a Life or Business Coach”? If you can, please share a story or an example for each.
As a Career Ownership Coach™, I believe success in coaching hinges on five key factors:
- Know Your Value: Great coaches act as guides, not solvers. You’re not the expert when it comes to your clients; you’re the sounding board. Trust that your clients have and will find the answers within themselves.
- Work on Your Business, Not Just in It: Coined by Michael Gerber in “The E-Myth Revisited,” this concept means being a great coach isn’t enough; you also need to run your practice like a business. This means focusing on marketing, operations and growth.
- Measure What Matters: Define how you measure success. Focus on results, not just how hard you’re working. Implementing key performance indicators will help you achieve results without wasting time and effort.
- Collaborate with Others: As a small-business owner, don’t isolate yourself. Successful coaches surround themselves with supportive networks for collaboration.
- Leverage Your SYSTEM: Make certain you have a proven SYSTEM: Save Yourself Significant Time, Energy and Money.
What are the most common mistakes you have seen coaches make when they start their business? What can be done to avoid those errors?
One of the most common mistakes is confusing passion with preparation. While passion is essential, it’s not enough to sustain a business. Many coaches dive in without a clear strategy or SYSTEM in place, hoping their enthusiasm will carry them through. But as the saying goes, “Hope is not a strategy.”
Another frequent misstep is being “penny wise but pound foolish.” Coaches often hesitate to invest in their business, whether it’s in marketing or business development. Having a business card or website doesn’t automatically translate into clients. You need to budget for business development and actively build your reputation.
A lack of clarity on value, structure and goals is another pitfall. Without a clear understanding of what you offer, who you serve and how you measure success, it’s easy to spin your wheels without making meaningful progress.
The solution? Leverage a proven SYSTEM that accelerates results and creates a repeatable, high-quality client experience.
Finally, hold yourself accountable. Whether it’s through self-discipline or mentors, make sure you’re following through on your plan. Success in coaching, like in any business, requires a combination of preparation, investment and consistent action.
Based on your experience and success, what are a few of the most important things a coach should know in order to create a Wow! Customer Experience? Please share a story or an example for each.
Here are a few principles I believe every coach should know to truly elevate the customer experience:
- Give the Gift of Presence: Be fully present with the person you’re coaching. In today’s world of constant distractions, undivided attention has become a rare commodity. Turn off notifications, close your laptop and put your cell phone aside to make sure the client feels they are your top priority. When I focus completely on a client, it creates a space for them to feel seen and heard.
- Seek First to Understand, Then to be Understood: Borrowing from Stephen Covey’s The 7 Habits of Highly Effective People, seek first to understand and then to be understood. Don’t assume you know what the client needs right away. Listen without interruption, ask thoughtful questions, and really try to see the world from their perspective before offering guidance.
- Earn Their Trust: In coaching, trust is essential. It’s what allows clients to open up fully and explore their fears, aspirations and hidden challenges. Without trust, even the most insightful advice will fall flat.
- Peel Back the Onion: A client’s initial response is often just the tip of the iceberg. The real breakthroughs usually come when you peel layers off the onion and get to the heart of the issue. Ask variations of the same question to uncover what’s really driving their decisions and emotions.
- Trust the Process: Allow clients the opportunity to arrive at the answers rather than leading them down a path. Remember to refrain from jumping in with solutions. Instead, trust that the client is capable of uncovering their next steps with coaching support.
Lead generation is one of the most important aspects of any business, and particularly in coaching. What are the best ways for a coach to find customers? Can you share some of the strategies you use to generate good, qualified leads?
In my experience, there are three successful strategies for creating new and lasting client relationships:
- Invest in Business Development: Building a coaching practice is like preparing an airplane for takeoff. At takeoff, the plane burns the most fuel, but once it reaches cruising altitude, everything becomes smoother. When starting out, coaches need to invest heavily in networking and marketing to gain momentum.
- Create Raving Fans Through Storytelling: Word of mouth is the most powerful form of marketing, and your best clients will come from referrals. To build this, always deliver exceptional value to clients and share your story authentically. When clients understand your “why” and see the impact of your work, they’re more likely to recommend you to others. At the end of coaching sessions, ask clients what they found most valuable. When they share their experience, it creates an opportunity to ask if they know someone who might benefit from coaching. This approach feels natural and grounded in the value you’ve already delivered.
- Reframe Leads as Seekers: Don’t think of potential clients as leads but rather as seekers. This simple reframe shifts the focus from transactional to relational. Seeing someone as a seeker invites curiosity about what they’re looking for and how you can help them. It also sets the tone for thoughtful service and collaboration rather than sales.
Coaches are similar to startup founders who often work extremely long hours and it’s easy to end up burning the candle at both ends. What would you recommend to your fellow coaches about how to best take care of their physical and mental wellness when starting their business?
Set boundaries and take time to recharge. The aim is to own your business, not to be owned by it. Again, rely on people, systems and tools so you are not doing it all yourself. Remember, protecting your well-being isn’t selfish; it’s essential.
I’d focus on empowering individuals to stop living by default and start living by design. When people take personal responsibility and pursue lives they love, the ripple effect can transform families, communities and the world.
We are blessed that some very prominent names in Business, VC funding, Sports, and Entertainment read this column. Is there a person in the world, or in the US with whom you would love to have a private breakfast or lunch, and why? He or she might just see this if we tag them.
Although he’s no longer with us, I’d choose Mahatma Gandhi. I admire Gandhi not only for his historical significance and ties to South Africa but also for his timeless wisdom and clarity. I’d want to learn about the power of peaceful resistance, how he stayed grounded amidst oppression and his courage to persist peacefully. We’d discuss purpose, simplicity and his belief in being the change you wish to see in the world.
How can our readers further follow your work online?
To learn more, visit entrepreneurssource.com or check out the Career Compass: Mapping Your Future podcast I co-host at CareerCompassShow.com. I’d love for your readers to join the conversation!
About Your Career Revolution
Our mission is to help individuals explore self-sufficiency as an alternative career.
We help them define their Income, Lifestyle, Wealth, and Equity goals and provide education on the best ways to achieve them. We don’t sell franchises – we help people achieve their dreams of self-sufficiency through business ownership. The approach is different, the experience is different. And it works.
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