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Monday, May 13, 2002 

An invigorating success story today from Coach Shirley Anderson about the fun she's having giving back to the coaching community through an active Coaching Salon. 

Thank you Shirley, for sharing your story with us!  Shirley's also asked us to to welcome your call into one of the Coaching Salon's TeleDiscussions  (held three times a month, completely free, more details below), or, encourage you to build a network of your own...!

Also included in today's issue is the agenda for the very exciting CoachVille Fall 2002 Business and Corporate Coaching Conference, below.'s issue marks the beginning of Today's Coach as a once-per-week publication.  We're happy to welcome approximately 7,000 new subscribers from the CoachVille membership to Today's Coach, making Today's Coach the largest coaching industry publication in the world at more than 30,000 subscribers!  Although we'll now only broadcast to you once per week, each issue will still contain a feature length article about new developments, special reports, achievements, innovations and challenges in the field of Coaching. 

As always, your comments and suggestions are welcome!

Happy Reading,

Andrea Lee
GM, CoachVille


When you think of the word “Salon”, what comes to mind? A place to get your hair or nails done? Sure, most coaches have a need to look good, and having your hair styled for that “my life is good, hire me” look is important. But, why a Coaching Salon?

Since October of 2000, Shirley Anderson, a well known and popular coach from Miami, Florida, has been hosting a Coaching Salon for one hour per week, three times each month via telephone conference call. While the concept of a Salon, or “periodic gathering of people of social or intellectual distinction”, has been around for centuries, Shirley’s variation does offer some unique and interesting twists. I’ve attended Salons of various types and sizes for years, even hosting a few from time to time. Until speaking with Shirley, my idea of a Salon was limited to a gathering place for people to openly discuss a specific topic, state their opinions, and maybe even learn a few things from each other (if you’re lucky). Shirley’s Salon, on the other hand, is ALL about learning, growing, giving and receiving. With Shirley, opinions are most certainly welcome, but with a clear intention of helping people to become better coaches. Sounds good to me!

What is a Coaching Salon?

As Shirley puts it, she’s in the “direct lineage” of Thomas Leonard, founder of Coach-U, CoachVille, the Graduate School of Coaching, and about 20,000 programs related to coaching. Those who’ve been around Thomas know he’s WAY into building networks, whether they’re colleagues, associates, clients, or a Research and Development (R&D) team. When she first spoke with Thomas about the Salon, Shirley knew she’d already achieved a great deal of success as a coach, learning directly from Thomas, and honing her skills by helping hundreds of clients over a 13-year coaching career. With Thomas’ prodding and support, she decided to finally create her own network – specifically for coaches; and, to facilitate her personal research on standard coaching topics.

Hence, the beginning of the Coaching Salon, which in almost two years has grown from 12 to over 550 people on the mailing list. For Shirley, who wanted a positive way to give back to the coaching community, the Salon was a golden opportunity to create a network simply by doing what she loves – coaching. Although topics have been far-ranging, and the format has changed at times to suit the needs of the participants, the basic structure of the Salon has remained fairly static: start with 15-20 minutes of situational coaching (Shirley coaches), followed by Q&A and discussion. Nothing is prepared ahead of time, and no notes are provided afterwards. Well over 40 or more people call in to Shirley’s bridge line, one person volunteers to be the client, and Shirley coaches him/her on the spot. No, folks, these sessions are not rehearsed.

Why a Coaching Salon?

Shirley could have started an R&D team, an online discussion list, a newsletter, or a host of other methods of community building. She chose this format because of her skills and love of coaching. Here are some of the reasons for starting a Coaching Salon:

 Hone your coaching skills. Shirley gets to practice saying what she thinks and, now has enough confidence to say when she doesn’t have a clue (we could all use that talent!). The Coaching Salon has really sharpened her coaching skills and provided her with hours of live training she couldn’t get anywhere else. In fact, she’s due to co-present on the live demo coaching track at the next ICF conference.

You get to be you. Shirley’s personality is at the heart of her style. While she sees herself as being a little edgy, her ability to say it the way she sees it provides her plenty of feedback (4-5 thank-you notes per week) about her compassion.

Get psychic satisfaction. According to Shirley, “you’ll never get the money back for what you spend, but you’ll get much more back in other ways”.

 It creates a network. Coaches are hungry for networking with other coaches. You only get so much from a coaching school, then it ends and you’re “on your own”. With a Salon, you’re no longer on your own. One example followed the events of 9/11, when Shirley provided a safe forum for coaches and trained therapists to come together and share insights, experience and knowledge.

 It provides a very different, and fresh perspective on coaching. You see what can be done in 15-20 minutes, and how you can be straightforward and truthful while being empathetic to your client (there are things you don’t want to say in a public forum that you might in a private session).

You get to build a community. At last year’s ICF conference, Shirley met with about 20 people who were regular participants of the Salon. Then, this year’s CoachVille Conference brought together about 40 people, who were so engrossed with each other that Shirley was virtually ignored. She said it was like having a rather large, functional, family.

 You get energized. Shirley gets energy from the people who call in and participate. They’re coaches who love coaching and want to be the best they can be. She “helps them connect the dots”, synthesizing all of the information and training they got from school and CoachVille into real-life coaching skills and experience.

You get to give back. If it’s true (and I believe it is) that our search for meaning is our greatest need, then there’s not much more meaningful than being of service to others. Nothing will make me cry faster than witnessing or experiencing an act of loving-kindness. They’re tears of joy, a joy that comes from knowing that being of service to others is an incredible gift to Self. Shirley said she’s “had the best of the best – training, colleagues, a very successful business.” This is her way to contribute to the coaching community.

What’s the difference between a Coaching Salon and a Mentor Coaching Group?

Many experienced coaches have initiated mentor coaching groups as a way to provide low-cost coaching skills and practice building training to novice coaches. These groups typically cost between $100 and $300 per individual per month, depending on who’s leading the group, meeting frequency, and the focus of the mentor coaching. So why do a group for free when you can get some good money with a mentor group?

 Individualized attention versus lurking: The Coaching Salon can have more than 40 people, while a mentor group typically has no more than 10 and is a closed group (Shirley and her co-leader Jaye Myrick have 5-6 people in each group). In the Salon, it’s quite difficult to get individualized attention, while in the mentor group you can insure each person gets attention every week.

Focused meetings versus whatever-happens: Shirley never knows what’s going to come up in the Coaching Salon. For her mentor groups, she has each person complete a call prep form defining how they want to use the call. The group calls are then focused on the specific needs of the individuals.

Developing individuals versus developing community: The Coaching Salon, while it helps individuals become more skilled as coaches, is an excellent way to develop a community. You can’t possibly help everyone, and you’ll never hear from most of the people who attend the Salon. The mentor group can focus on specific practice building and coaching skills for each individual. The Salon is geared more toward integrating what people learn about coaching skills in their coaching classes.

What Next?

OK. So you don’t have 13 years experience as a Coach, and you didn’t learn directly from the master himself. And your point is…? Shirley encourages people on her Salon to start now. No excuses, she says. She’s basically (or fundamentally) introverted, and understood that she had to overcome her natural shyness to be successful. I can vouch for the natural shyness and introversion of a coach (ring any bells?). Shirley and I had a nice laugh over being the “quiet, smart” kids in school. Our job as coaches, she says, is to “make ourselves known, and live the model life.” If you’re coaching people to be bigger, then start being bigger yourself. Here’s some tips on how to proceed:

1. Get started. Pick a time – same time every week. Shirley does the first 3 Mondays every month, same time, same phone number (1:00pm Eastern, 407-649-0198). The schedule must be exact and consistent. It will cost you for the bridge line, but the amount is minimal compared to what you’ll get back.

2. Let people know what you’re doing. Maybe you start with friends, family, co-workers, or other coaches in your community. Know that it can take some time to build your network, especially if you’re just starting as a coach.

3. Make it yours. This is your time to shine and learn. Yes, you’re giving back, but do it in a way that serves you. Shirley loves her Salon because she can do whatever she wants. She’ll do live coaching about anything, then open the conversation to encompass the coaching demo and whatever else comes up.

4. Ask your audience what they want. Shirley recently discovered her participants wanted to experience coaching from the perspectives of different coaching schools. She facilitated a several-week process where one coach from each of several schools coached the same client. Her conclusion? The differences weren't readily apparent in the exercise, and the coaching style seemed to be more dependent on the individual coach's natural inclination.

5. Keep going. Starting a coaching business, and a Salon, can be challenging. Shirley believes (and I agree) that at least 80% of the people in the world can use coaching. Think what a difference it would make in how corporations work, for example, if every manager and executive had a coach? It can take time. It can be hard work. And, the rewards are out there.

Go forth and prosper

Coaches new to the profession can be discouraged by the realities of starting a business, assimilating the principles and language of coaching, and integrating them into what they already know, which is usually impressive. Then they must take that out and attract people to something they cannot easily describe!!

The Coaching Salon brings heart and soul into the equation to balance the technology of coach training. The Coaching Salon provides a place for coaches to gather and experience the thrill of masterful coaching where the client unexpectedly and permanently traverses the wall from helpless not-knowing to potent action. The Coaching Salon is the place where coaches find stories they can use to explain the mystery and the essential goodness and clarity and love that is the relationship that we call coaching. It is, indeed, a watering hole, a gathering place for thirsty wayfarers on the coaching path.

How to get involved in Shirley’s Coaching Salon:

1. Visit the Coaching Salon web site:

2. Visit Shirley at her web site:

3. Get on the Coaching Salon Mailing list (for reminders of calls and occasional follow-up remarks and notes):

Send a blank email to:

4. Call in on one of the first 3 Mondays each month, 1:00 pm Eastern at 407-649-0198

And remember, participation in the Coaching Salon is 100% free...

About the Author:

Sid Smith, is a Coach, Mentor, Speaker, Writer, and TeleClass Leader from Portland, Oregon. He is the author of two books: "Get Out of Your Way! Removing the Obstacles to Your Success" and "Being Exceptional Without Changing Who You Are”. Sid loves writing and playing, especially playing big. Look for his upcoming TeleClass “Be the Big Kid on Your Block”.

To learn more about Sid and how he might be of service to you:

Sid Smith

Announcing the 2002 Fall CoachVille Coaching Conference
The largest business and corporate coaching conference ever.

CoachVille sponsors the largest business and corporate coaching conference this September in Toronto.
Special pricing is only $279 for early registration: nowavailable!
If you are coaching small business or corporations, or plan to sometime over the next several years, then THIS is the conference to attend this fall.

Yes, it's official!  

CoachVille is now serving the business/corporate coaching market in a very big way, starting with the Fall Conference in Toronto.  If you have enjoyed what we have created for the personal/success marketplace, just wait until you see the tools that we are crafting for the corporate coaching marketplace.  It's all fresh. No blah.  No recycling.  No tired 90's stuff.

Details about this conference are below.  Given the meeting room size limits of the Sheraton Towne Centre, we have only 500 seats available.  (Remember, 850 coaches attended the Las Vegas Conference last month, so space is going to be limited in Toronto.)

And, note that you can register now and you have until July 31, 2002 to change your mind with no service fee, and as always we offer a 100% satisfaction guarantee for this and every training and event we offer.  We stand behind the quality of content and experience, which is virtually an exclusive in the coaching industry.    And, we ask you to please pass the word about this conference, if you are willing.

Benefits of Attending the Fall 2002 CoachVille Conference
o Learn how to break into the business and corporate coaching marketplace.
o Learn how to position yourself and your services to meet corporate needs.
o Gain practical, real world wisdom from the successful biz/corporate coaches.
o Get introduced to the newest Coaching Programs for business/corporate clients.
o Receive lifetime/royalty-free rights to conduct these programs within corporations.
o Meet and network with hundreds of other business and corporate coaches.
o Come to understand exactly what corporations will (and won't) hire a coach to do.
o Learn how to think like an entrepreneur and executive so that you can coach them better.
o Be introduced to the newest, and most popular, assessment tools for companies.
o Learn how enter the corporate market through the backdoor.
o Enjoy the high level of intellectual stimulation that this CoachVille event will provide.
o Leave with several years' worth of ideas, opportunities, programs and knowledge to accelerate your success as a business and corporate coach.

Thursday - Saturday
September 12, 13, 14, 2002
(Wednesday, September 11, is a bonus day; see below)
9am-5pm all days
Sheraton Centre Toronto Hotel
Toronto, Ontario, Canada
Maximum capacity: 
Conference fee:  $279 super early bird registration fee until
June 30, 2002.
$379 from July 1 to August 31, 2002, $479 as of September 1, 2002 (if space available) 
Full payment is made upon registration, but a full refund is available if you withdraw prior to July 31, 2002.

Click here to register.

Link not working with your browser? Go here:
If you want to register for the Wednesday boot camp, click here.

Who is the Conference primarily designed for? 
While everyone is most welcome, the conference content has been designed for:
1. Coaches who are interested in mastering what it takes to coach Entrepreneurs, Small Business Owners, Executives, Managers and Leaders.
2. Coaches who would enjoy hands on situational training, strategies and specific approaches to coaching in a corporate environment.
3. Coaches who have an interest in improving the coaching skills related to coaching tomorrow's leaders.
The conference is fitting for both newer coaches and experienced coaches.

Conference Agenda/Schedule

Day 1. Coaching Entrepreneurs and Small Businesses


Coffee, Tea and Networking With Thomas and the Other Presenters


o The 4 Critical Things Every Coach Should Know about Coaching the Entrepreneur
How they think and operate, and how they are different than most people
What they need and want from a coach, and what they don't want
The special gifts of the entrepreneur and how to leverage those gifts
What not to say or do with your entrepreneur clients
1020-1035am Morning Break
1035-1200noon o The 5 Situations Entrepreneurs Finds Themselves In and How to Coach Them Through it
New business/startup, where chaos is the standard
Rapid growth, with the operational and stress problems that come with that
Flat growth, where boredom causes mischief
In trouble; a serious turnaround situation
Company overly dependent on the entrepreneur for growth and leadership
1200-1230pm o Coaching the Business Owner who is "The Problem"
Getting their attention and keeping their respect
Helping them to grow and change because they want to
Outsourcing the entrepreneur's weak areas
1230-200pm Lunch Break
(on your own)
200-245pm o The 3 Things You Can Teach The Entrepreneur
How to strategize any goal in 3 simple steps
How to convert ideas to revenue streams in record time
How to use customers as a personal R&D Team vs resisting input
245-315pm o Coaching the Business Owner To Make the Most of the Opportunities in Front of Them 
Separating "good ideas" from revenue opportunities
Reducing the opportunity costs of delay and indecision
Designing the business so that it is scalable without the owner being the bottleneck
315-330pm Afternoon Break
330-500pm o How To Market Yourself to Entrepreneurs
The 5 Hot Buttons (and they are not what you think they are)
Offering a Coaching Program like eSurvivor for their employees
How to price, package and customize your services for Entrepreneurs
Where to meet and how to network with Entrepreneurs/Business owners
How to set up your new entrepreneur client so that the relationship works long term


End of Day


Day 2.  Coaching Executives and Senior Management


Coffee, Tea and Networking With Thomas and the Other Presenters
The Morning Coaching the Executive
break at 1020am
o Understanding the 10 Primary Challenges that Executives Face, and How to Coach Them Well in All 10 Areas
Challenge #1: Short term results, with long term revenue sustainability
Challenge #2: Implementing structural and cultural change
Challenge #3: Inspiring management/staff to self-motivate
Challenge #4: Carving out the time/space to think beyond the immediate
Challenge #5: Designing a culture that learns rapidly, automatically
Challenge #6: Maintaining key employees long term
Challenge #7: Replacing revenue streams via creative destructionism
Challenge #8: Instilling the company vision/mission throughout the firm 
Challenge #9: Updating the products to stay ahead of the competition 
Challenge #10. Resolving personal issues and lifestyle stresses
1200noon-130pm Lunch Break
(on your own)
The Afternoon Tools To Use with Executives & Management
130-300pm o Selecting the Best Assessment Tools to Use With Executives and Management
Learn the uses and benefits of 7 popular assessment tools.

360 Tools
5 more to be added, including an Executive Dashboard-type enterprise management tool
300-315pm Afternoon Break
315-500pm o Executive Development Programs
Full use/rights of these 2 new client coaching/development programs are included in your conference fee.
The Modern Leadership Program: The 15 Proficiencies of Advanced Leadership
Visionary Thinker Program: Looking, and Acting, 10 Years Forward.
Universal Trends: The 10 Trends That Are Shaping Our World, and How To Change Your Thinking to Make the Most of Them


End of Day


Day 3. Coaching Within a Corporation/Enterprise


Coffee, Tea and Networking With Thomas and the Other Presenters
The Morning Understanding Why Organizations Hire Coaches

break at 1030am

o Understanding the 25 Reasons That Corporations hire Coaches
We've polled both coaches and companies to arrive at this eye opening list of 25.  
During the morning, you will learn these 25, and learn how a coach can package and deliver coaching services and programs to meet these real world needs.
We will also weave in the 10 universal Trends which are affecting corporations worldwide.  This information will add wisdom to your coaching.
1200noon-130pm Lunch Break
(on your own)
The Afternoon Marketing & Success as a Corporate Coach
130-320pm o How to be Successful as a Corporate Coach
Backdoor Marketing: The Fastest Way To Get Into a Corporation
Packaging Yourself As a Solution Machine Who Just Happens To Be a Coach
Offering graduating programs to corporations
No corporate background? No problem
Avoiding the Mistakes: What Not To Do In a Corporate Setting
320-335pm Afternoon Break
335-410pm  o Creating a Coaching Culture in an Organization
Training managers as coaches
Designing a collaborative environment
Connecting the company's vision with all areas of the company
410-500pm o Coaching Programs for Corporations
These programs are available royalty free to all attendees.
Vision Development: Thinking Ahead of the Predictable Future 
Mission Statement: From Yawn to Yowza
Coaching Teams: Energizing the Enterprise with Collaborative Teams
Business Foundation for Corporations (adapted from Personal Foundation)


End of Day/Conference

How is the Conference organized?
We are keeping the conference material as hands on and interactive, effective, and simple as possible.  You'll have plenty of free time for networking.
1. Everyone is in the same event room during the training.  
2. Thomas Leonard is coleading the segments with experienced business and corporate coaches.  
3. All sessions are interactive (and include step-by-step handouts).
4. You are on your own for meals. Beverages are served both days during the breaks.


The conference is being held at the Sheraton Centre Toronto Hotel, located in what is referred to as "the best location in the City" at 123 Queen Street West. The Sheraton Centre Toronto has received more hospitality & awards than any other hotel in Toronto. Among its many honours, the Sheraton Centre is the only hotel to have received the coveted Gold Key Award from "Meetings and Conventions" magazine for twelve consecutive years!

Room Rates!
We've arranged for special room rates with the Sheraton for conference attendees. $143.00 US per room double occupancy. Call the hotel at
(800) 325-3535 to make your reservation today!  Do mention that you are part of the CoachVille Conference in order to obtain the special rate.

Sheraton Centre Toronto Hotel
123 Queen Street West
Toronto, Ontario M5H 2M9
Phone: (416) 361-1000
Fax: (416) 947-4854
Number of rooms: 1,377
Number of floors: 43
Check In: 3:00 PM
Check Out: Noon


We suggest you fly in on Tuesday evening (if attending the boot camp day) and depart on Sunday. The major airport serving Toronto is Pearson International airport, and it is less than 45 miles from the hotel.  We've had good luck with if you're looking to book your flight online. The airport code for Toronto is YYZ.

Airport Express Shuttle
For your convenience, Pacific Western operates a 24-hour Airport Express shuttle bus between Pearson International Airport and The Sheraton Centre Toronto Hotel, seven days a week.

And for your return to the airport on Saturday or Sunday, the Airport Express bus leaves The Sheraton Centre every 20 minutes, beginning on the hour. From 2am to 5am daily the shuttle leaves every 30-40 minutes. Tickets can be purchased at the Tour Desk in the lobby, or with driver. One-way adult fare to Pearson is CAD$14.25, round-trip is $24.00. Children ride free with adult. Pick-up is located at the Richmond Street side of the Sheraton Centre's main Motorcourt.

From the West

Also Toronto International Airport - Use 427 South
Follow Highway 401 East to the 427. Take 427 South and follow signs for QEW (Queen Elizabeth Way). QEW turns into the Gardiner Expressway (eastbound). Follow along on Gardiner and watch on right for York St. Exit. Take York St. exit ramp slowly. Stay on left side of ramp and follow York Street until it ends at Queen Street. Turn right onto Queen and you will see motor entrance for hotel immediately on the right. Welcome!

From the U.S. and Niagara Region
Follow QEW (Queen Elizabeth Way) into Metro. QEW turns into the Gardiner Expressway. Follow Gardiner and watch on right for York St. exit. Take York St. exit slowly. Stay on left side of ramp and follow York Street until it ends at Queen Street. Turn right on to Queen and you will see motor entrance for hotel immediately on the right. Welcome!

From the East
Follow Highway 401 West to the Don Valley Parkway. Take DVP South all the way to the Richmond St. exit. Get into right lane of Richmond once at Bay Street - the hotel is on the right at the corner of Richmond and York Streets.

Conference Cancellations/Transfer
Full payment is made upon registration, but a full refund is available is you withdraw prior to July 31, 2002.

Guarantee of Satisfaction
If, at the end of the Conference, you feel that the conference was not worth the fee you paid, you will be refunded your Intensive fee in its entirety, no questions asked.  (We're quite serious about this.)

Please watch for announcement.  Thomas is coleading most segments with corporate coaches.

Need a roommate?
When you register, we'll let you know how to connect with other attendees to share a room.

Looking to volunteer? Great! A call for volunteers will be coming out later this summer.


We'll offer a free networking table/area for anyone who wishes to offer products and services.  Watch for details.

Thursday - Saturday
September 12, 13, 14, 2002
(Wednesday, September 11, is a bonus day; see below)
9am-5pm all days
Sheraton Centre Toronto Hotel
Toronto, Ontario, Canada
Maximum capacity: 
Conference fee:  $279 super early bird registration fee until
June 30, 2002.
$379 from July 1 to August 31, 2002, $479 as of September 1, 2002 (if space available) 
Full payment is made upon registration, but a full refund is available if you withdraw prior to July 31, 2002.

Click here to register.
Link not working with your browser? Go here: and type in class
If you want to register for the Wednesday boot camp or corporate training, click here.

Please email