What if the thing holding your business back isn’t your experience, but your clarity? In this episode of Women in the Coaching Arena, Joanna speaks with Theresa Wilson, a coach of 13+ years who found herself on the edge of a pivot. What unfolds is an honest conversation about clarity, courage, pricing, personal upheaval, and what really shifts when you stop overcomplicating your business.

Key Timestamps:

00:00 – 13 Years In, Still Pivoting

02:40 – The Retreat That Changed Everything

04:50 – “I Think I’ve Got Something… But I Don’t Know What To Do With It”

06:30 – When Life Fell Apart

09:00 – The “I Don’t Get It” Moment

13:30 – Pricing Shift, Identity Shift

15:20 – What’s Next: Creativity and Expansion

“The clarity gives me enthusiasm. And enthusiasm is vital for me.” - Theresa Wilson

This episode will be powerful for experienced coaches who know they’re sitting on something valuable but feel stuck in overthinking or undercharging, because it shows what happens when clarity meets courage.

Sometimes the breakthrough isn’t adding more, it’s finally saying, “I don’t get it,” and stripping things back to what actually makes sense.

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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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Mentioned in this episode:

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I want to share a conversation with

Teresa Wilson today because her journey

2

is such a powerful reminder that

you don't have to be new to coaching

3

to need support in your business.

4

Teresa had over a decade of

experience in her coaching business.

5

She's an ICF PCC coach, and she

has real skill depth and something

6

genuinely unique to offer.

7

What she didn't yet have was the

structure to really know how to

8

bring that work to market and charge

a good amount for her expertise.

9

As you listen, notice, small shifts

created really big momentum for her.

10

It's not about ticking modules off.

11

It's about internal shifts, which

free you up and help you actively

12

want to market your business.

13

I hope you enjoy this conversation.

14

Hi, Teresa.

15

I'm so excited for this conversation.

16

We haven't caught up in a little

while, so I'm really looking forward to

17

hearing what's changed in your business.

18

So please do share a bit about yourself.

19

That's always the hardest

question, isn't it?

20

Once we've got that one

out the way, we'll be fine.

21

But introducing myself is

always a bit of a challenge.

22

But let's go for I am a coach

and have been for about 13 or

23

14 years, something like that.

24

Most of my career has been

spent with associate roles.

25

And I've had some really, really

wonderful associate roles over that

26

time and just spent the longest time

thinking about my own offer and or

27

niching and, yeah, and I think maybe

about year 10 or 11 really start to

28

think a little more seriously about that.

29

And then think you come into the

story around year 12 or 13 and, and

30

then something was forming, you know,

it, it was very organic, very slow.

31

And the thing that kind

of came to the fore.

32

Uh, which from my own experience

was an interest in shadow work.

33

That brought huge amount of clarity

and relief and ease into my world

34

both personally and professionally.

35

And because of that, I then thought,

well, maybe other coaches might

36

benefit from the same insights really

that I'd gained from shadow work.

37

So when I met you, that was sort of how do

I bring shadow work for coaches to market,

38

how do I put some shape around that?

39

Um, and you helped me and I guess we'll

talk more about that 'cause that's

40

what I'm doing more of right now.

41

Yeah.

42

I had no idea that you were

12, 13 years into your coaching

43

journey when you joined.

44

So that's just a delight to hear.

45

Mm-hmm.

46

And also, it is so interesting

that the shadow work was only just

47

emerging 'cause it feels like to me.

48

That you've been doing

it forever, so yeah.

49

Can't wait to hear more.

50

So if we think back to around

51

Mm-hmm.

52

I think so.

53

Tell us a bit more about what was

going on for you at that time.

54

A couple of years earlier, I tried to

bring some, uh, a business to market

55

and did all the received wisdom stuff.

56

And that was just shadow

work, blah, like blah.

57

'cause I was turning 50 and I wanted

to give myself a business as a

58

50th birthday present, but I wasn't

ready and I wasn't joined up yet.

59

And so I kind of launched and mothballed

really quickly within a couple of months.

60

And then the idea slowly, it

took more form and more shape it.

61

It just needed to mature

a little in my system.

62

So in the spring of 24, I ran a

retreat for coaches around kind of

63

understanding how to work with shadow

as part of a reflective toolkit.

64

And it was incredible

and it, it blew me away.

65

It was way more impactful than

I could have hoped, really.

66

And then another coach that I know

invited me to deliver that workshop,

67

at her retreat in the summer.

68

So I had another experience of something

that blew me away was incredible.

69

So I was like, well, maybe

I've got something here.

70

You know, the feedback was so, so good.

71

So then I tried to market a third

iteration and realized I was talking

72

to the same, felt, like the same

six people on LinkedIn going, I've

73

got a thing, I've still got a thing.

74

Maybe you know, you wanna come And,

and I was like, well, that's not

75

gonna work is it as a strategy.

76

So I, when I, when I came to you, I

was like, I think I've got something.

77

And I have no idea what to do with it.

78

Was really and there was a little bit

of urgency as well because I had another

79

retreat that I was marketing and I just

really felt that I was doing it blind

80

with my hands tied behind my back.

81

So, that, that was where I came kind of

clarity over my gormlessness was like

82

no clarity over anything else, but I

was really clear at how gormless I was.

83

I think I was the perfect

candidate for you really.

84

Oh, totally.

85

Yeah.

86

It's brilliant.

87

And I'm remembering back to our

onboarding form when, yeah, this

88

was all forming and maybe it wasn't

articulated yet, and certainly the

89

marketing wasn't really on your radar.

90

It was like.

91

What do you mean?

92

I don't ask people to work with me,

but they maybe just occasionally

93

ask me if they can work with me.

94

And also extending the invitation

to people that were outside of

95

your current network at that

time felt quite alien, I think.

96

Yeah.

97

But you, you grabbed it quite quickly

and implemented, so can you think

98

back to maybe your first moments

in the program and what changed?

99

I think there a really quick, easy win.

100

Maybe if I phrase it like that, which

was building the LinkedIn audience.

101

And it's so funny 'cause you

dunno what you don't know.

102

I mean, I say it now

and it just feels like.

103

I mean, it was such an easy win, but I

didn't know, I wasn't I hadn't, I didn't

104

have a proactive stance on LinkedIn.

105

So you just kind of walking me through

quite a simple process around, reaching

106

out to people, building relationships.

107

That felt really empowering and

the relief oh, I can do something.

108

But it felt congruent.

109

Because it was about building

relationships and there was,

110

there was an authenticity there

that felt really important to me.

111

I really get turned off by doing

anything that is received wisdom,

112

that feels like a stretch.

113

I'm doing it because I should,

or because I have to, or

114

because others do turns me off.

115

I can't look at that face, you know?

116

Whereas this just felt.

117

Lovely.

118

And so, you know, anything that feels

lovely is integrated in and, and so

119

I feel like I got off to a really

strong start just with that kind of

120

one simple thing that I think it was

in one of our first conversations.

121

Yeah, totally.

122

And then I know also when you started

you said, you've got loads of things

123

on, so it might be stop start.

124

Tell us more about the rest of the journey

from that point to where you are now.

125

Yeah, my, um.

126

Yeah, well that's a tricky one.

127

I mean, my personal life, everything

fell apart in my personal life pretty

128

soon after I started working with you.

129

Oof.

130

So, yeah, you know, work has always

been a place of kind of solace and I

131

get so much, you know, such a sense of

purpose and satisfaction from my work.

132

So there was an intention to

continue to kind of focus on work.

133

And there were times, times I could, and

then there were times that I couldn't.

134

Um, and I so appreciated your humanity,

and your generosity and flexibility,

135

in the way that you held me really

lightly within the program, you

136

know, so that I was I would turn

up when I could turn up, and then

137

I wouldn't when I, when I couldn't.

138

And, and you just you held me with

such grace through all of that.

139

And then there came a point

where it was like, actually, I

140

can't think about work at all.

141

And we just had a bit of a pause.

142

So, and that, that was

just really, really useful.

143

And then you were a beacon for

me because when I was, when I,

144

the outside circumstances meant

that actually I could settle and

145

start to think about work again.

146

You were just there as its beacon

and it was so great actually then

147

to pick up what it felt like.

148

There was a real sense of momentum,

even though there'd been a bit of a gap.

149

And then what I did in that last tranche

with you has been transformational

150

and changed everything actually.

151

So I think there was a lot of stuff

that was percolating in the gap that

152

then meeting with you, you just sort of

catalyzed everything and everything's

153

dropped into place and now I'm good to go.

154

So yeah, it was an interesting trajectory.

155

But yeah, you, you really

met me with kindness and I,

156

I'll be a forever grateful.

157

Oh, thank you, Theresa.

158

Yeah, I've only just, well,

I'm only just remembered.

159

I, I know at the time you obviously had

all that upheaval in your personal life,

160

and it's just insane now looking back

at how you've, you've come through that.

161

So thank you so much for sharing

and reminding us all that life

162

gets in the way sometimes.

163

But it's all leading you eventually

to the strength that you've got now.

164

Yeah.

165

Yeah.

166

Tell us more about the pivotal moments

and what really helped you to build

167

the strong business that you have now.

168

So I was thinking about this morning and

I kind of made myself laugh out loud.

169

I was brushing my teeth at the

time, which, so it's not the

170

most, and, and I was like, gosh, I

dunno how you're gonna take this.

171

But but I was like, 'cause I was

thinking about what, you know, like

172

there are some key moments and I

was like, what do they remind me of?

173

They remind me of something and

I couldn't quite put my finger.

174

I'm dreading to think.

175

And you know, the film big.

176

I know the film big 'cause the first time

I met my husband, we watched the film Big

177

and he was like, you're not crying at big.

178

Of course I'm crying big.

179

So, yes, I know the film Big.

180

Tell me more.

181

Am I the little boy in the, in the suit?

182

Please keep breathing.

183

Please.

184

Just keep breathing because

185

I knew this wasn't gonna

land well with you.

186

But I honestly it is with such love.

187

There's the moment when the big

executives have done a presentation and

188

they're like, we've got a transformer

and it's a robot that turns into a

189

building and they're all like, wow, wow.

190

There's a robot that turns into a

building and he just goes, I don't get it.

191

Like watching me.

192

I don't get it.

193

I don't get it.

194

Those were the moments.

195

Those are the moments of your

absolute genius, because what

196

I love about you is that you.

197

Just do cut through all the bullshit,

but with that kind of genuine curiosity.

198

You are not trying to be something,

you're not trying to be smart or clever.

199

You're not trying to outwit you.

200

Like it's a genuine, but almost

that kind of childlike curiosity.

201

Like, I don't get it.

202

I don't get it.

203

Why?.

204

And when you do that, it's like, oh.

205

Shit, I don't get it either.

206

Why am I doing it?

207

Like, oh God, I'm completely

over complicating things.

208

You're right.

209

That doesn't make any sense at all.

210

And we had a few of those.

211

We had one around pricing that has

changed me completely and I've done

212

so much work on pricing over the

years and money, demons and money.

213

Like I've done so many

programs, but you just almost.

214

Like almost saying that I don't get it.

215

I don't get it.

216

Like it doesn't make sense to

me and seeing me through your

217

eyes just unlocked something.

218

So thank you for that.

219

And yet, and complications

around segmentation.

220

Well, you can't work with me if

you're not at this and you can't work

221

with me if you haven't done that.

222

And years ago, well.

223

I, I don't get it.

224

I think I kept saying, but I want

to work with you, Teresa, but I, I

225

just can't make your retreats and

you're going, sorry, I only work

226

with people who can make my retreats.

227

So I've just gotta wait

now for a whole 12 months.

228

If you want me, I shall be in a

box in a cupboard with a locked.

229

Yeah, yeah, exactly.

230

Exactly.

231

So.

232

The clarity that I think that's part

of your genius because it's with

233

love, cutting through everything

and going is that, is that really

234

what it like, so Love that.

235

Love that.

236

Yeah.

237

Oh, totally.

238

So tell us more about what's different

now in your life and your business.

239

I have, clarity, you know, isn't

that something as coaches, that you

240

know where that it's a big word.

241

Um, and it took, it did take a long time.

242

There was a lot of that kind

of making it harder for myself,

243

putting blocks in the way.

244

I remember coming to you with a

visual that I'd created that had

245

about, you know, 84 different touch

points and that doesn't exist anymore.

246

It's much clearer, much more

simple, much more doable.

247

There's flow, there's a sense of

energy and there's lots of different

248

ways that people can work with me.

249

And I guess one of the things well,

the clarity gives me is enthusiasm.

250

And that's vital for me.

251

I only want to ever work

from a place of enthusiasm.

252

You know, if, if things are getting

too gnarly or too complicated, I

253

can get detached from that energy.

254

And then that feels really destabilizing.

255

Whereas I look at the year ahead

right now and I just think,

256

oh, I'm really keen to do that.

257

Oh, and that feels fun, and

wouldn't that be gorgeous?

258

And now I get to play.

259

So I've just got a year ahead

now of things that feel really

260

simple, light touch, gorgeous.

261

And fun.

262

There's work to do of course, but

it's contact with humans talking about

263

something that I'm passionate about,

what's not to love, you know, so, yeah.

264

Yeah.

265

Oh, love it.

266

People always struggle with this

one, but I'll ask it anyway.

267

Biggest takeaway from the program.

268

I don't get it.

269

If I'm really honest, the pricing thing.

270

Something fundamental shifted within me.

271

And it was really interesting

because,, I was selling on a sessional

272

basis, you know, an hourly rate.

273

So getting to the point of putting

a package up online and pricing it

274

at a level that other people were

telling me made sense, but felt

275

really wildly uncomfortable for me.

276

And then I sold one of each

package pretty much straight away,

277

which felt like the universe patting

me on the back and saying, finally,

278

a long last, where have you been?

279

Welcome.

280

It's okay.

281

It know that whole sequence of of you

saying it, me putting it together,

282

putting it up online and selling.

283

There was a lot of kind of permission it,

and it feels like a key change really.

284

So yeah, I think, I think that whole

piece was the biggest takeaway.

285

Yeah.

286

I remember it well, and yeah, it was just

like finally you were open to receive.

287

Mm.

288

Mm-hmm.

289

Yeah.

290

Yeah.

291

So what's next for you, Teresa?

292

You've mentioned a few exciting things.

293

Tell us more.

294

Yeah, so lots and lots of fun things.

295

So I'm running my retreat

for coaches in March.

296

I'm about to launch a short course.

297

I want to take little kind of bits.

298

Um, so people can dip their toe in.

299

So I've got a few ideas for short courses.

300

People can just jump on and,

and kind of get a feel and an

301

experience of working with Shadow.

302

I'm doing a face-to-face in London

in the summer, so like a one day

303

introduction 'cause being together in a

room with other coaches is so wonderful.

304

And then I'm taking kind of the core,

approaches, to working with Shadow and

305

I'm gonna create an online program.

306

Some people have expressed

a preference for online.

307

So, we can work together over a longer

period of time so you can learn something,

308

go away, live it, breathe it, come

back, reflect, learn something else.

309

These are all creative endeavors, you

know, so it's a year of creativity

310

and connection with others.

311

So yeah lots that I'm kind of

bringing to life over the year.

312

Yeah, totally.

313

And do you have an email list?

314

'cause I'm always missing out

on your retreats and all of the

315

amazing things you're selling.

316

Do you have an email list?

317

And if so, how can people get on it?

318

'cause I know your retreats and most

things you do sell out really quickly.

319

Yep.

320

So, uh, just on my website,

so teresawilsoncoaching.com,

321

you can sign up to my newsletter

there and, um, I'm an infrequent

322

poster but I am using that.

323

So people on the mailing list will hear

first and will get special offers too.

324

So yeah, good place to be

is on my, on my newsletter.

325

Love it.

326

I joined myself yesterday

after being gutted that I've

327

missed your retreat again.

328

Would you recommend the

program and if so, who to?

329

Oh gosh, absolutely.

330

Yeah, I would and have and do.

331

So that's an easy yes, and, and

332

I guess I would recommend it to

anyone who's sitting on a pivot

333

sounds uncomfortable, doesn't it?

334

But I guess what I mean by that is it's

not just coaches who are starting out.

335

I, I, I wasn't, but I was, I was

about to pivot I didn't have the

336

clarity over where I was pivoting

to or what that looked like.

337

So it might be that you're

pivoting into coaching.

338

And I think your program is fantastic

for people who are just starting out

339

and there's a lot of camaraderie and

support around people just starting out.

340

But equally.

341

If you're wanting to make a move in

your business there's so much support

342

structure, received wisdom and that

one-to-one personalized care as well.

343

So, yeah, I think, I think your

program can hold people that at,

344

you know, different stages of their

coaching career with different needs.

345

So, yeah.

346

Totally.

347

I'm seeing a big lean towards that

Now, someone's joined recently who's

348

been in the game for 20 plus years.

349

There's lots of people that have

maybe had associate work, for a long

350

time that now want to build their own

thing as well, so yeah, it's, it's

351

a joy to hear and it's just a joy to

work with people at so many different

352

stages 'cause the market's changing

so quickly and has changed so rapidly.

353

Yeah, sure.

354

It just helps to all keep sharing,

learning so we can all move

355

forward with so much more ease.

356

Yeah.

357

Yeah, absolutely.

358

Well, thank you so, so much, Teresa.

359

It is a joy to work with you.

360

I feel so, so lucky to have been

able to, and yeah, I can't wait

361

to continue to see your progress.

362

Thank you so much.

363

That flew by.

364

I want to do it all over again.

365

What I love most about Teresa's

story is the internal journey.

366

So we didn't really talk too much

about modules and structures.

367

What really helped Teresa were real

deep internal shifts that happened just

368

in conversation, just in small moments

throughout us working together, that

369

eventually shifted completely how she

saw herself and freed up energy and

370

enthusiasm to want to market her business.

371

She has so many sold out retreats and

session spots that I'm gutted I can

372

never seem to get into her retreats.

373

So if you are interested, do

head over to teresawilson.com

374

and sign up to her mailing list.

375

One other thing I noticed was that

shift from selling hourly sessions

376

to clear package based on the

transformation of working with you.

377

You can hear Teresa's enthusiasm in her

voice when she talks about the year ahead.

378

How wonderful to feel

that way in your business.

379

I love the fact she feels energized

and doesn't feel drained by marketing

380

her business, which I know is rare

and lots of people really say,

381

gosh, this is like a necessary evil.

382

I know I've got to do.

383

So how can you switch that to excitement

that you get to market your business,

384

you get to change lives in the process.

385

And even better than you get to call

in amazing clients who want to invest

386

with you in their own transformation.

387

If you want to have a similar

transformation, then the business

388

of coaching is open, and you will

find the details in the show notes.

389

At the time of recording there

is one space to start next week.

390

But do check out the page and it will let

you know the exact dates and availability

391

no matter when you are listening.

392

I would love to support

you inside the program.

393

Microphone (Samson Q2U Microphone):

Thank you so much for listening to this

394

episode of Women in the Coaching Arena.

395

I have a mess of free resources on

my website joannalottcoaching.com.

396

That's Joanna with an A

and Lott with two T's.

397

joannalottcoaching.com.

398

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

399

Let me know if you found

this episode useful.

400

Share it with a friend and

leave me a review, and I will

401

personally thank you for that.

402

Remember to trust yourself, believe

in yourself and be the wise Gardner

403

who keeps on watering the seed.

404

Get into the arena dare, greatly and try.