What does it really look like to build a coaching business over time? In this episode, Jo interviews her first-ever paying Business of Coaching client, Lorraine Eivers, who shares her key learnings and reflections from the past four and a half years of building her business.

Timestamps

[00:01:00] Lorraine’s background and burnout

[00:03:10] Why she joined The Business of Coaching

[00:05:20] Finding her niche in HR leaders

[00:09:30] Overcoming fear of LinkedIn visibility

[00:13:10] Gratitude, confidence, and unexpected creativity

[00:16:00] How her business works today

[00:19:00] Advice for coaches earlier in the journey

This conversation is a reminder that steady growth, honest support, and aligned choices can quietly transform both a business and a life.

“It’s never too late. Believe in yourself, build your community, and ask for help.” - Lorraine Eivers

Choose one small, honest action this week that supports the business you actually want to build, not the one you think you should want.

Useful Links

Lorraine's website

Learn about The Business of Coaching programme

Signature Solution Course

Download the Free Digital version of Coaches' Planner (NEW edition 2026)

Grow Your Business Without the Tech Overwhelm - One Stop Coach Shop

Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches

How to secure more coaching clients' free training

Download the 12 ways to get clients now

Connect with Jo on LinkedIn

Rate and Review the Podcast

If you found this episode of Women in the Coaching Arena helpful, please do rate and review it on Apple Podcasts or Spotify.

If you’re kind enough to leave a review, please do let Jo know so she can say thank you. You can always reach her at: joanna@joannalottcoaching.com

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Today I'm really excited to share

an interview with my first ever

2

paying client into my business of

coaching program, Lorraine Eivers.

3

She has been a joy to work with.

4

I feel so blessed that she was

my first ever paying client.

5

As she has honestly supported me

as much as I have supported her

6

over the past four and a bit years.

7

So I hope you enjoy listening to her

learnings over the past four and a

8

half years of building her business.

9

Hi, Lorraine.

10

I'm super excited you are here today as

my first business of coaching client,

11

September, 2021, over four years ago

in my business of coaching program, my

12

first paying client into that program.

13

So I'm really excited to share

with the listeners today your full

14

journey from starting out to where

you are now over four years in.

15

So do tell us a bit about yourself.

16

Okay, so I'm Lorraine Eivers.

17

I'm a career coach and

mentor for HR leaders.

18

I've recently relocated from Aire in

Scotland to the Algarve in Portugal an

19

ex-Hr Director with over three decades

experience within various HR roles and

20

types of, organisations until I burnt out.

21

And then pivoted to self-employment

at the ripe old age of 57, and I

22

now work exclusively one-to-one.

23

I offer job search support.

24

I offer a 90 minute career clinic and my

signature gain career clarity program.

25

So I get to see, firsthand what's

happening out there in the HR market?

26

I've experienced that myself over those

30 years, so I have that empathy for

27

what my clients are going through and

tailor my services to support where

28

they are on their particular journey.

29

I'm also recently the

author of two journals.

30

I created a specific, gratitude journal

for people on the job search journey, and

31

then went on to create a daily gratitude

journal as well that anybody can use.

32

So take us back then to when you joined

the business of coaching program.

33

Tell us what was going

on for you at that time?

34

I wasn't in a good place, Jo.

35

As I said, I burnt out at the end of

my career, complete crash and burn.

36

Had to go through therapy, to get

myself back to a sense of myself.

37

And I had previously qualified

as a career coach with the idea

38

of using that in the workplace.

39

And I saw your advert and I thought that

is just exactly what I am needing because

40

whilst I'm qualified to coach and I'd been

informally coaching friends and family,

41

I knew nothing about running a business.

42

So that's what really attracted me

to the business of coaching that you

43

were going to take as step by step.

44

In a methodical way through that

process of understanding your why,

45

looking at what your niche is, helping

with all the tech and the planning

46

and the selling and the mindset.

47

It was just exactly

what, I was looking for.

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And, I can't thank you enough.

49

You, gave me the springboard

to get to where I am now.

50

And I love that you started your business

at age 57, because I'm sure that's a huge

51

motivation for so many people that end

up putting it off, wanting to start and

52

then thinking, oh, I've left it too late.

53

But actually you have

never left it too late.

54

There's no such thing.

55

Absolutely.

56

I've got a notion to write a book

one day and it's gonna be called.

57

It's never too late.

58

Amazing.

59

So taking you back to the painful

time, I guess, of the first year of

60

your business, what was most helpful?

61

How did it feel?

62

Tell us more.

63

What was really helpful?

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It was all helpful, Jo.

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But I think what was particularly

helpful was nailing that niche.

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Because when I joined I had this idea,

well, I can help anybody, but if you're

67

trying to help everybody who's going to

know exactly what it is that you're doing.

68

And I met with an ex colleague and I was

supporting her with an issue that she had

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coaching her through that, and she said.

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You've got all that experience.

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You're made to support HR, and

it was like a light bulb moment.

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And , I brought that back into the

program and I was like, this is it.

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This is what I want to do.

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And I think that moment of clarity

around who am I speaking to?

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It just helps with everything because

otherwise it's just some scatter gun.

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You're just shouting into the void

really, if you don't nail that niche.

77

So that was really helpful.

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That part where you were

getting us to think about

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who are you talking to?

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And then the universe just invited

that individual into my life.

81

And it was like.

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Bang, this is it.

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And it just felt so right.

84

Once I had that feeling of right, this

is who I'm speaking to, and we did

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the whole process of working through

our why and our values as well.

86

Then it's the practicalities of,

you actually need to sell to people.

87

But I liked that idea that you switched

it, you're not selling, you're serving

88

because that it, it was a bit of a blocker

for me at first, and I think it is what

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a lot of people, we're not salespeople.

90

But if we can switch that round

to think about we are serving our

91

clients, it takes that pressure away.

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So that was really helpful as well, just

getting all the, the guidance and how to

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pitch that as a serve rather than a sale.

94

And then of course, all the tech.

95

Oh my goodness.

96

I think I remember phoning you one

night and saying, I'm really sorry.

97

I know it's quite late in the day,

but I'm having a meltdown over this.

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I think it was trying to set

mailerlite up to do my first funnel.

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I mean, it's really funny when you look

back now and you think, oh, get a grip.

100

What were you having a meltdown?

101

Go a walk and calm down

and come back and sort it.

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So yes.

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Every step along there was helpful

with, the marketing part as well.

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, I remember that Seth Godwin

video it is amazing, isn't it?

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How particular things really,

really resonate and it was

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like the chocolate bar.

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Often when you're starting out, you're

comparing yourself to other people

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and you're like, but they are so

experienced and they've nailed the market.

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Where is the room for me?

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So that was a real lesson for me that,

yes, but nobody's Lorraine Eivers.

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And nobody does it like Lorraine Eivers.

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And there's space in the world

for Lorraine Eivers to coach in

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her unique way, and the clients

that want to work with Lorraine

114

Ivers will find Lorraine Iver.

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So that was really a powerful

moment for me as well.

116

Gosh, that's amazing to hear that

even four years on, you still

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remember that super short video.

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So if you're wondering what we're talking

about, it's a market positioning video,

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which shares that there are hundreds of

bars of chocolate out there, thornton's.

120

Isn't that luxury?

121

I'm trying to think of

a luxury chocolate bar.

122

Hotel chocolat.

123

There we go.

124

Hotel chocolate comes in.

125

So there's room in the market.

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If you can find your place and figure

out where are you trying to position

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yourself, who are you helping?

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What end of the market are you going for?

129

What are your differentiators?

130

Then you can find your

position in the market.

131

So loved hearing that Lorraine, and

thinking back to those early days.

132

I remember resistance over

something you're now brilliant at.

133

So I'm wondering how you overcame it.

134

So the resistance to posting on LinkedIn.

135

'cause obviously you'd been off sick

from work for a long time, then suddenly

136

here I am saying, right, we need

to tell people about your business.

137

And it was a really scary moment.

138

Can you think back to that and

think about how you managed to make

139

that transition and what's made

you so successful on LinkedIn now?

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Tell us how many connections do you

have on LinkedIn now, or followers?

141

Over 9,089,000.

142

And I bet you had hardly

any when you started.

143

I think I had 80 when I started.

144

So yeah, tell us more

about that transition.

145

'cause I know that's a huge

barrier for lots of people.

146

Yeah.

147

So whilst I'd been on LinkedIn since 2014

it was simply for posting adverts for

148

my company or having a little nose when

I'm just thinking about moving myself.

149

Never posting, I literally was like

this, posting my first post and it

150

was about me leaving and starting

out and the response was amazing.

151

Like people from 30 years ago coming

in and they're like, oh my goodness.

152

So I think it gave you a little bit

of a boost that actually people do

153

remember you and they're making comments

about working together, et cetera.

154

So that was nice that the first

ever post got a good response.

155

And then I think you took us through that

gentle, remember the 30 days to market.

156

So you were doing that in

that first cohort with us

157

without really calling it that.

158

So saying, let's just start by telling

people who you are, what you're

159

about, and how you can help them.

160

I was terrified for a long, long time,

but I kept the consistency, I kept doing

161

it until at one point it just felt, wow.

162

And then you see your followers growing

as well, and , the support that I got

163

from the coaching community and from

the HR community was just lovely.

164

Coming from that cutthroat, corporate

toxic at times, it was so nice to

165

have that love and support around you.

166

So that helped and being consistent

and listening to what was being

167

advised, you're not sell, sell, sell.

168

You're a mix of being your authentic

self and it was hard for me because

169

I wasn't in social media either.

170

So actually to talk about

171

myself, my husband, our life felt a bit

alien, but now it's just second nature,

172

, people buy from people and they want

to know what is happening in your life.

173

I mean, , I lost my cat.

174

Just that, and I just felt

the need to post and oh my

175

goodness, it's had 30,000 hits.

176

It's unbelievable.

177

And yeah, now it's just second nature.

178

And I actually found a love for writing.

179

I really enjoy, I started a newsletter

and I do that faithfully each month.

180

I've got my email list.

181

And I enjoy writing blogs and newsletters.

182

So, yeah, I found a creativity,

Jo, that I didn't even know I had.

183

Yeah, love it.

184

And then obviously went on

to do the journals as well.

185

And I have to thank you for that

as well because the, I don't know

186

if you remember the first gift that

you ever gave me in the business

187

of coaching was a gratitude journal

and it wasn't something that I did.

188

Obviously I expressed gratitude

and, but I didn't actually.

189

Write and a, a gratitude and I just found

it when I was tidying in my new office.

190

I found that journal.

191

So you introduced me to gratitude

journaling and I have faithfully done that

192

for four years and then went on to produce

my own because I was gifting gratitude

193

journals to my clients and I thought.

194

Actually, I can't find something

that really works for me.

195

I put out, a request to say,

anybody know one way you can do it

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maybe at night as well as morning.

197

And people said, make your own.

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And I thought, gosh.

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I've just done one for job searches.

200

Absolutely.

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Why don't I, so, I have you to

thank for that as well, that I'm

202

now the author of two journals.

203

Yeah, I love it.

204

I still give a gratitude journal

when people join my program because

205

it had a huge impact on me when

I started my business as well.

206

'cause I think it's really hard

to look for what went well.

207

And also I heard that you can't be in

fear and be grateful at the same time.

208

And therefore, if we can move you into

gratitude, you will be able to keep going

209

a lot longer than somebody who is just in

the fear most of the time, which business

210

building does bring up for us as we know.

211

Mm-hmm.

212

Absolutely.

213

And , it doesn't take it away.

214

There's moments, i'll be honest, I've

never once thought about going back to

215

a nine to five job, but there is times

when I've thought, gosh, what am I doing?

216

This is hard.

217

But having that daily

218

gratitude really does it.

219

It's a game changer.

220

It really is.

221

Yeah, totally.

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So tell us more about what's changed

in your life then so from being signed

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off work sick four years ago when

you started the program, you were

224

still employed, signed off, sick, and

obviously prepping for your next chapter.

225

Tell us more about what life looks like

now, what your business looks like now.

226

So

227

I've had since then.

228

I was very lucky.

229

I had paying clients very quickly

after the business of coaching.

230

It was actually an exchange of energy and

very quickly started increasing my prices.

231

More than double from what I started out.

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And I think that's knowing your

worth and making sure that you're

233

feeling that and expressing that in

the offer that you are providing and

234

the prices you are charging as well.

235

So that has steadily increased.

236

I have had steady flow of clients.

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I think at first I was pitching

at all levels and now I've

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niched down further out.

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I tend to work with HR leaders, so

it's head of HR director, chief people

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officer tends to be at that level now.

241

And I'm very lucky that I get referrals

from clients and referrals from other

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coaches, because I think we talked about

this, that there's probably a perception

243

out there that we're all in competition

with one another and it's anything but.

244

This year, as , I've moved country

and house, so my business has

245

taken a bit of a backseat this year, and

it's had to because of renting and selling

246

and buying and all of that, and this

year I've had repeat clients come to me.

247

I've had referrals from clients and

quite a few referrals from other coaches,

248

so whilst I wasn't posting as much,

advertising, as much the business has

249

been steadily ticking over because I've

built up that reputation, established

250

myself enough over the years that

it keeps, ticking along just nicely.

251

Yeah, totally.

252

You've done the groundwork and now

you can reap the rewards as such.

253

So if we're talking to a coach who may

be listening slightly earlier in their

254

journey, so you are four years plus in

now, what advice would you give to your

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former self or to that person listening?

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Have faith in yourself.

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You've had an itch to start

this business, so go with that.

258

But don't try and do it all yourself.

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You need to reach out.

260

You need to build a network.

261

You need to get support, and

you need to invest in yourself.

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And I have obviously sent people

your way that I've worked with

263

who went on to become coaches.

264

Because, what you provide is a

great foundation for people to

265

springboard and then they can go off

and do other specialist trainings.

266

So like I did, I went and did

burnout awareness coaching.

267

I did my NLP.

268

So I'm constantly investing myself.

269

But I think my advice would be get

that foundation training to understand

270

what is necessary to build a business.

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It's like building the

foundations of a house.

272

They have to be solid to take you.

273

Otherwise you're just scrambling about

buying the next shiny thing, thinking this

274

is going to be the answer to everything.

275

So yeah, get your foundations,

believe in yourself, build

276

your network, and ask for help.

277

Yeah, totally.

278

And it is something you've done super well

and now reflecting back it's, fair enough.

279

The business training.

280

Has been game changing for you, but I

think doing it together increased your

281

confidence enough to be able to actually

implement the training because there's

282

lots of short courses you could do, but

it's really hard if you haven't got that

283

sort of love and support to encourage

you to do it, and so you can come back

284

and know that you are safe, you are

secure enough to keep implementing.

285

Yeah, and I've kept that up, Jo.

286

, I've made sure that I've had

accountability buddies and coworking I

287

cowork every Monday and alternate between

Lee who's in South Africa and Sarah

288

Archer it helps keep me accountable.

289

When I work with Sarah, for

instance, I always do my email.

290

This is why I've joined your latest

program, The Practice, because whilst

291

I had a life changing year last year.

292

When I saw what you were offering, I

thought that's exactly what I needed.

293

Something where I have to come and

be accountable, and where I can have

294

that co-working and that community.

295

So I'm looking forward to

starting that next week.

296

Yeah, me too.

297

I think it's gonna be a game changer and

I love that we can then feel supported

298

for the full 12 months, like versus short

things, I just know it's gonna be amazing

299

so we'll probably have another call in

12 months time and see what's changed.

300

So what would you say is your

biggest takeaway from the

301

business of coaching program?

302

It is quite hard to pinpoint one

particular thing because , as I said,

303

that nail in the niche, that understanding

about the market support with the tech.

304

That was a big thing for me.

305

It, it's a really tough one,

Jo, because I, I honestly,

306

they're the three things for me.

307

It's, it is the niche the market

worth and the understanding

308

the tech have to have three.

309

That's absolutely fine.

310

So tell us what's next for you.

311

Okay, so I

312

also joined your Elevate program

because I, and this is something I

313

think I, I'd quite like to say to.

314

Aspiring coaches and early coaches

you can get caught up in should,

315

and I think I found myself

caught up in should.

316

I was successfully delivering my

signature program, career clarity

317

and people were saying you could

be doing that to lots of people.

318

So I was caught up in a, I should be

running a group program and I came along

319

to the Elevate, and I got a lot from

it because it wasn't just the group

320

program, it was a digital program as well.

321

And after that, I realized

I had such resistance and it

322

was because it was the should.

323

Other people were saying it.

324

I wasn't feeling the love for

it, so I decided, no, this

325

is not what I want to do.

326

And I think another should was,

oh, you should be at your desk.

327

When you've come from that corporate

world that you gotta hustle, you've

328

gotta be at your desk every day.

329

And so when I realized

I'm getting caught up in.

330

I am not living my values here.

331

And as soon as I stopped the shoulds

and released myself from that, it

332

was like a big weight lifted off me

and my business probably improved.

333

Because I was working less and

bringing that ease into my life.

334

Part of the Elevate was obviously

looking at a digital program.

335

So that's what's next for me.

336

So Q1, my goal is to

337

create the gain career clarity as a

digital program, and I'm looking to do

338

it as a DIY, but also, a VIP edition

as well where you would have the

339

accountability session with me at the

beginning and then a review at the end.

340

So that's the plan.

341

Started the research and

networking with other coaches

342

that have already done likewise.

343

And I'm working with the VA as well,

so she's, supporting me with that.

344

So that's for Q1.

345

And as I said, I do want to write a book,

but it's further down the line because

346

we have masses to do in this house here.

347

And I think it's about being realistic.

348

There's no point in setting yourself

big goals that you just can't meet.

349

So the book is in the future and,

I've got an outline and all of that

350

there, but the time won't be right.

351

I will know the time when I

can sit and focus on that.

352

And then otherwise it's just

carrying on, working one-to-one

353

because that's what I enjoy.

354

That's where I feel I

355

serve my clients best.

356

It is been great also to see you so

involved in other HR communities and have

357

made so many amazing connections online.

358

Tell us more about how you managed to get

into those kind of networks and rooms.

359

So the first thing I did

was an online HR event.

360

I wouldn't see what it was

called 'cause I'd have to swear.

361

But anyway, I think everybody

knows where the f is my oxygen

362

mask, that was what it was called.

363

And that was a big deal for me because

I think you remember I used to stand in

364

front of hundreds and hundreds of people

in the corporate world, but the very

365

thought of presenting to people after

going through burnout, I was terrified.

366

So to actually do that online to a couple

of hundred people was a big deal for me.

367

And then I pushed myself after that.

368

I was, part of the CIPD and I got

involved with the local branches

369

and I did a few presentations there.

370

I went along to Glasgow University to the

postgraduate students and presented there.

371

Step by step, getting myself out my

comfort zone and joining some great

372

networks and going along to conferences

in London and various other places.

373

I flew back this year.

374

I went to the conference in

Bristol, hosted a table there

375

at the evolving HR event.

376

Keep part of that environment.

377

That's where my client group is as well.

378

It makes sense to be part of

that, but it's not just a, oh,

379

this is where I get business.

380

It's genuinely that support and community

that you create within there as well.

381

Thank you so much for sharing your story.

382

It feels like you've been a client

for four and a bit years, even though

383

there's obviously been periods where

you have been a client and periods

384

where you haven't been a client.

385

So thank you so much for being amazing and

supporting me and my business in return

386

for me supporting you and your business.

387

Would you recommend the

program, and if so, who to?

388

Oh, I can't recommend the program highly

enough, Jo, and absolutely to people who

389

are thinking about moving into coaching

or those that are in their early stages.

390

And also I realize that even people

who are quite established that have

391

maybe lost their way a bit, it's

actually really helpful for people.

392

So three different stages.

393

I think it really works for all of them.

394

Yeah, it's evolved a lot as well over the

last few years to attracting established

395

coaches as well as newer coaches.

396

'cause the markets have

changed so dramatically.

397

And now we might wanna learn more about

different types of marketing, how to

398

use ai, how to create, your own AI bots.

399

Like there's so much that's changed

and I'm always updating the program.

400

It's just been redone recently, actually

in September to completely up level as

401

well so like you say, it really is still

everything I want in my business as well

402

right now because you do get to go on

your own path and ask your own questions.

403

Thank you so much, Lorraine.

404

I'm sure lots of people will

be inspired by your journey.

405

Any parting words if someone's

leaving today, what would

406

you want to take with them?

407

Go for it.

408

It's never too late.

409

Believe in yourself.

410

Create your community.

411

Get that support around, ask for help.

412

You can do it.

413

Love it.

414

What an amazing way to finish.

415

Thank you so much, Lorraine.

416

I hope you gained as much as

I did from hearing Lorraine's

417

lessons over the past few years

of building her coaching business.

418

There are so many gems, and

reflecting back on what I've seen

419

and learned from Lorraine over

watching and being part of her journey

420

is about building relationships

and building real connections.

421

That is something that she has

really prioritized in her business.

422

She hasn't made it all about her.

423

She has genuinely built

huge collaborators.

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So I hope you gained a lot from

listening, and if you'd like this

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kind of support to build your

business, this is what I provide

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in my business of coaching program.

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You will find the link to the

details in the show notes.

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The next start date is Tuesday, the

3rd of February, but you can join

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right away and get access to the

program before your start date as well.

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I would love to make the journey

easier and quicker and much

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more supported along the way.

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And like I say at the end of every

episode, trust yourself, believe in

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yourself and be the wise gardener

who keeps on watering the seed.

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Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

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episode of Women in the Coaching Arena.

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I have a mess of free resources on

my website joannalottcoaching.com.

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That's Joanna with an A

and Lott with two T's.

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joannalottcoaching.com.

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And I'll also put links in the show notes.

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Let me know if you found

this episode useful.

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Share it with a friend and

leave me a review, and I will

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personally thank you for that.

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Remember to trust yourself, believe

in yourself and be the wise Gardner

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who keeps on watering the seed.

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Get into the arena dare, greatly and try.