Shownotes
Many people believe that building a successful coaching business takes years. But what happens when you lose your job, have no clients, and decide to take consistent, imperfect action every single day?
In this honest conversation, Andy Sockanathan shares how redundancy became the turning point that led him to build a fully booked coaching business in just a few months.
Timestamps:
00:00 - Andy’s Story
02:03 - Taking Action
04:07 - Finding a Niche
06:00 - The AI Lead Magnet
08:05 - Ten Clients in Months
09:27 - Beyond One-to-One
11:25 - What’s Next?
12:00 - Why It Worked
“You don’t have to have loads of followers. You just need a niche that is right for your audience and a strategy that gets you into action.” - Andy Sockanathan
This episode is a reminder that progress rarely comes from more thinking. It comes from taking the next step before you feel completely ready.
Useful Links
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Free Essential AI Toolkit – 2 Must-Have Prompts for Coaches
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Download the 12 ways to get clients now
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Mentioned in this episode:
Dare Greatly Event - June, in person and online
Before we get into today’s episode, tickets are now on sale for my signature event, Dare Greatly. This year, we’re focusing on how to 10X your results from the same effort. We all have such limited time, and there are so many things you could be doing in your business. But often, what’s missing is clarity on the one bottleneck that would make everything else flow so much more easily. At Dare Greatly, we’re going to zoom out so you can see your whole business ecosystem clearly. And when you can see the full picture, the next right step becomes far more obvious. This isn’t just learning. You’ll map out your business visually and join the roundtable conversation you most need right now - whether that’s clarity on your person, your offer, your reach, or your conversions. It’s happening both in person and online. If you’d like to join us in person for the full day, it’s taking place on Friday 26 June at the Roehampton Club in Barnes - a beautiful private members club where you’ll feel the shift from busy coach to serious business owner the moment you walk in. There’s free parking, and it’s also just a five-minute walk from Barnes station. Or you can join us online on Monday 29 June for a shorter version of the event. Sign up here https://go.joannalottcoaching.com/daregreatlysummer2026liveandonline
Transcripts
Hi Andy.
2
:Thank you so much for agreeing
to have this case study call,
3
:especially as you've only been in
the program around two-ish months.
4
:Yeah, that's right.
5
:So you've had amazing progress.
6
:So we thought we'd capture
this moment in the journey.
7
:I cannot even imagine what the
progress is gonna be by the time you
8
:are towards the end of the program.
9
:But please do share a bit about you.
10
:Speaker 2: Yeah, sure.
11
:So, I've had quite a few careers,
but the one that I'd last was tv.
12
:I was in TV for 15 years, worked in the
part of TV where you come up with ideas.
13
:So quiz shows and game shows is my thing.
14
:So, devised shows, you might know,
like Richard Osmond's House of Games
15
:in Tenable and, beat the Chasers.
16
:But the, that industry sort of
is slowing down quite a lot.
17
:And in, what was it, July,
July,:
18
:, Kind of knew.
19
:I just didn't wanna carry on with it.
20
:Did my coaching qualifications
over the summer.
21
:I'm the sole bread
breadwinner in our house.
22
:We've got two kids.
23
:, It is always been me that brings in the
money, so there's a lot of pressure on me
24
:and I kind of knew how to make this work.
25
:, Got to the point where I think I've done
my coaching qualifications brilliant.
26
:Like how on earth do I get clients?
27
:So, you know, a niche that I was happy
with, wanting to work with TV executives,
28
:help 'em find new careers or make pivots.
29
:So I knew wanted to do that.
30
:I didn't know quite how
to make that happen.
31
:And then I think I saw you on
a, you did like a firework.
32
:Thing, but yeah.
33
:Yeah, like a, a sort of
masterclass on firework.
34
:And I knew kind of LinkedIn was my place
because, you know, all of my TV exec
35
:friends were on there and all looking
for work kind of thing, or new work.
36
:And then, you know, the, the,
masterclass that you did was very
37
:like, let's get hands on on LinkedIn
and make changes to our LinkedIn now.
38
:I was like, right, this is great.
39
:This is gonna get me into action.
40
:Did a bit of research about you.
41
:Decided that, you know, you,
you were gonna be the business
42
:coach that was gonna help me.,
43
:And yeah, that's sort of, that's
kind of potted history of the
44
:last kind of three years and how
I got onto your course, I guess.
45
:Yeah,
46
:Speaker: totally.
47
:And what was the problem when
you were thinking about joining?
48
:As in, were you just thinking,
I'm not quite sure of my next
49
:move or what was going on for you?
50
:Speaker 2: It was that I knew
that how I, I had a vague
51
:idea of how I wanted to do it.
52
:And what you had done with a lot of
clients was what I wanted to do as well.
53
:So I know your clients have had major
achievements through things that aren't
54
:linked in like TikTok and Instagram
and everywhere else, but, you've
55
:been quite successful on LinkedIn.
56
:I needed to be successful there.
57
:I needed someone to get me into action.
58
:And I think that's probably
your superpower, Joe, is just
59
:to get people doing things.
60
:'cause we, you know, we we're all a
bit slayed by perfection sometimes,
61
:you know, you know, sort of sit there
going, oh, well I could tinker with my
62
:niche a bit more, or I could, you know.
63
:I could like play with this one
LinkedIn post for three days
64
:before I, before I post it.
65
:But what was great about you and what I
knew from the beginning, from watching
66
:your masterclass was you are gonna make me
do a thing and another thing and another
67
:thing and another thing if I committed to
the program, and that is what happened.
68
:Speaker: Yeah, totally.
69
:And it's just a joy when I have someone
that just literally does all the things.
70
:We joked before I came on that,
I raised the bar recently in this
71
:sales sprint, and I said, right,
we're gonna do all of this action.
72
:Knowing that most people would do 10%, and
even if they did 10% there would be okay.
73
:And you were shocked going,
well, I did a hundred percent.
74
:Speaker 2: Yeah.
75
:Yeah.
76
:Like I think, I think what what has
really worked for me is just being like.
77
:Someone going who's been really
successful and who was really sort of
78
:kind and easy to be with, going, if
you do this, then this will happen.
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:Do this.
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:Just get into action.
81
:It's the most important thing really.
82
:You know, you can talk about all the
different parts of a coaching business,
83
:but actually just doing something every
day, no matter how, just showing up is
84
:what you preach, even on the days that you
don't feel so good, about it, just still
85
:doing the thing, is just so powerful.
86
:Speaker: Yeah, totally.
87
:Oh, well, it's an absolute joy.
88
:Tell us more about your experience
in the program and what's
89
:been particularly helpful.
90
:Speaker 2: Yeah, so in the first
instance, just learning how to design
91
:your LinkedIn profile and how to do
posts, and also how that, how much of
92
:your niche and your backstory needs to
be intertwined with that, and how you
93
:need to serve your specific client.
94
:All of that stuff.
95
:Daring to really niche down and do that
properly and there being synergy between
96
:your niche and the people that you are
serving and using things like LinkedIn
97
:and other marketing techniques to do that.
98
:I got very quick success from doing that.
99
:You know, so I think I started
your program in January, but you
100
:kind of gave me, a few weeks in in
December, which was really handy.
101
:'cause I launched in December, the
first week that I was with you.
102
:And the first session I did with you, I
think it was like getting into action.
103
:And one of them actually became my
first client who I did that with.
104
:And that's literally
like your first session.
105
:Get into action, don't worry about it.
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:Like, tell 'em what you're doing.
107
:Just even from that,
somebody became a client.
108
:And then I got a client
from my first LinkedIn post.
109
:And I know this quite rare and doesn't
always happen, but I think because
110
:my niche was so well worked out
because of the work we'd done together
111
:and, and it did serve the tight and
narrow audience that I'm going for.
112
:It also meant that I didn't have to
have a huge amount of followers or
113
:anything like that to get clients.
114
:It was more like my strategy.
115
:That you kind of taught me was like, just,
you don't have to have loads of likes
116
:or loads of followers and loads of this.
117
:You just have to have a niche that
is right for your audience and
118
:sell that in the right way so,
doing the first few modules and not
119
:all that, getting my story clear.
120
:I've got a lead magnet quite quickly.
121
:'Cause you had that, you have an amazing.
122
:Part of your program that teaches you
how to build a lead magnet and all that
123
:AI integration, I was really keen on.
124
:So that really, really helped me.
125
:My lead magnet is a custom GPT that helps
people in TV find out where their skills
126
:are wanted in expanding industries.
127
:That was the second call that we did,
and that has got me, loads of clients.
128
:So, my experience on the program is
every week we have the group call and
129
:every week it gets us into action.
130
:And between those calls,
you have the slack.
131
:And I can ask, it's a
really lovely community.
132
:I can ask anybody a question.
133
:I always get a response.
134
:I can ask you a question, always
get a really great response.
135
:Seeing you in action gets
me in action, you know?
136
:So yeah, that's kind of my, even
though it's quite early, that's my
137
:experience really of the course.
138
:Speaker: Yeah.
139
:Oh, it's so good to hear back.
140
:And like you say, we've had people do
talks on creating a bot and created
141
:it on the program on that call.
142
:Speaker 2: Yeah.
143
:Speaker: And you actually
went out and added it to your
144
:lead magnet super quickly.
145
:So it's just amazing.
146
:Speaker 2: Yeah.
147
:I created it in that call and
it, and it, like, I did a bit of
148
:refinement afterwards, but that
became my lead magnet and that's why
149
:I used to sell my coaching course.
150
:The second week that we were in.
151
:Speaker: Yeah, and like you say, the
first week on the call you messaged
152
:me afterwards saying First call, and
I've already got a client from it, so.
153
:Speaker 2: Yeah.
154
:Yeah, yeah.
155
:Yeah.
156
:Speaker: Amazing.
157
:And that's, yeah, we do take
action on every single call.
158
:So it's not just learning.
159
:'cause obviously we can do that
with the portal and everything else.
160
:We've got the backup should we need
it, but actually what's gonna get
161
:you the result is taking the action.
162
:So we do that as much as possible
there and then when we are
163
:feeling braver and we are in the
environment where it's exciting.
164
:Yeah.
165
:Speaker 2: I think the background,
having the, having the portal and
166
:all the lessons is really crucial,
but I think the magic ingredient that
167
:you have is that you have an extra
layer, which makes people take action.
168
:Sort of layer of accountability
to put that into action and not a
169
:pushy one, just to like, we're on
this call and we're all gonna do it.
170
:Let's have a go.
171
:Do you know what I mean?
172
:It's not like, you know, if you don't do
this, then you won't be able to have x.
173
:, It is not carrot and stick.
174
:It's just like, let's all have a go.
175
:Speaker: Yeah.
176
:Speaker 2: And you're
not alone in doing it.
177
:Every, everyone else is
doing it too, you know?
178
:Speaker: Yeah.
179
:Oh, love it.
180
:So tell us more about
what's different now.
181
:Just a few months in.
182
:Yeah.
183
:So you had zero clients
when you joined the program.
184
:Speaker 2: Yeah.
185
:Speaker: Tell us more.
186
:Speaker 2: Yeah, so I've got 10
clients now, so it's, so in two months.
187
:If this month works out, I
think it's gonna work out.
188
:This, so by the end of the third month
of my coaching business going live,
189
:and I joined, the business of coaching.
190
:It's a couple of days before
that I'll have made more money
191
:than I made as top level TV exec.
192
:So amazingly good and definitely
would not have happened without, me
193
:being on the business of coaching.
194
:There's no way I would've got that
number of clients in that amount of time.
195
:Yeah.
196
:Speaker: Oh, amazing.
197
:Such a joy when we heard
that you are responsible for
198
:your entire household income.
199
:Speaker 2: Like spending
the money on it obviously,.
200
:It's only me that's making money.
201
:And, I had my redundancy
payment and I could afford it.
202
:And the wolf wasn't at the
door, but it had to work.
203
:And just the fact that it has
just changed my life really.
204
:Investing the money in it.
205
:I, I've got return on
investment very quickly.
206
:After the first month, I had return on
investment and that really is making
207
:me money and it's life changing.
208
:You know, I didn't, I didn't
think this would be possible.
209
:Speaker: Yeah.
210
:Oh, so super, super, and I normally
say biggest takeaway from the program,
211
:but we've got so much more to go,
but give it your best shot for now.
212
:What's your biggest takeaway
from the program so far?
213
:Speaker 2: Yeah, that this is only
the beginning and there's so much
214
:more that I can do, we're talking
this morning about building towards
215
:a group program, automating my
business a lot more, which, you have
216
:a big section on of in your portal.
217
:Doing more with my website,
there's so much more to learn.
218
:I'm not gonna settle here.
219
:There's no need to 'cause i've made a
really good start and there's so much
220
:more in the business of coaching for
me to get to grips with, particularly
221
:how to build my business, make it
sustainable, automate certain parts of it.
222
:Maybe work less and have
a a better life balance.
223
:Like you have, there, there's that whole
side of it, which is really, really big.
224
:And I can see from the way that you have
designed your business that I might not
225
:design my business in exactly the same
way, but I know how you would do that.
226
:I know how I could work
towards my version of that.
227
:Speaker: Yeah.
228
:I think it's so powerful seeing
the inside of someone's business
229
:and like all the programs I've been
on, I've learned everything that I
230
:needed to know just from being part
of watching them run their business.
231
:Even if I didn't have access to the portal
or any of the learning or anything else.
232
:Speaker 2: Yeah.
233
:I think it's a really big thing.
234
:That you are very open
about the way that you work.
235
:And I think something that might not,
might go amiss from someone considering
236
:going on the business coaching is
how much you are willing to open
237
:up how you run your own business.
238
:Anytime, ask you in the portal, how
did you do this on your website?
239
:Where did you get this?
240
:Or how you can do a post.
241
:I'll get a Canva thing saying
this, this is how I did it, or
242
:this is what I used, da, da, da.
243
:You know?
244
:So it's the process, that you
go through is really o like
245
:opened up to your clients.
246
:So, you can see a really successful
person who work term time and only
247
:works in school hours, how they
manage their business, then you
248
:can learn how to manage yours.
249
:So that's a massive thing
that I've taken from it.
250
:Just seeing someone do it.
251
:Speaker: Yeah.
252
:And so what's next for you then?
253
:Speaker 2: So, what's next for me is,
I've got my one-on-one coaching program.
254
:We've just been talking this morning
about a pathway towards me building
255
:a group program, a kind of nursery
slope, which we've devised together.
256
:So we're gonna do that next.
257
:That's my main focus, just
to get that all sorted.
258
:To go from one to one, to many
over the next year would be great.
259
:, And I'm still here for a long time,
so you'll be part of that journey, Jo.
260
:Speaker: Yeah, so, so excited
to see this next phase and yeah.
261
:'cause you just implement so
quickly, so it's an absolute joy.
262
:Would you recommend the
program and if so, who to?
263
:Speaker 2: Oh, yeah.
264
:I would highly recommend the program,
especially to anyone who, is, has got to
265
:the, the mid midwife with their coaching
training or they've ended their coaching
266
:training and they want to know how to
build a sustainable coaching business.
267
:Which you can, do in
school hours term time.
268
:The road to that isn't quick, but , the
road to that for me is clear now,
269
:so anyone who is in that position.
270
:And don't be scared of of buying the
business, of coaching if you are a man.
271
:but Joe's a woman, but she, she, she, she
also talked to men, and that there aren't
272
:many of us, but, what can I say here it
is if you are a man who is maybe put off
273
:by a kind of a bit of a high fivey bro
mindset coaching business thing, which
274
:I am, then this is for you basically.
275
:Do this.
276
:Yeah.
277
:Speaker 2: Because it's a
really welcoming sort of honest.
278
:No hype space where you can learn all
the things you need to learn without
279
:feeling say you have to like high
five anyone or call anyone brother or
280
:whatever, which I find quite off-putting.
281
:Speaker: Yeah, I completely forgot
that that's such a good point that
282
:there are men inside the business
of coaching and now we have
283
:proof, which is really exciting.
284
:I often think about my podcast
and I should have just called
285
:it in the coaching arena.
286
:At that point I only had female
clients and obviously now that's
287
:changed, which is, yeah, I love it.
288
:So that's amazing.
289
:And what should others
know about working with me?
290
:Speaker 2: Okay, so what they
should know is that, you put so much
291
:effort into serving your clients.
292
:There's no point in which I've
ever felt like, oh God, if I ask Jo
293
:this, you might not respond on that.
294
:I like, I know that if I ask you something
and then I don't ask for the world, but
295
:I think there's other sort of people
I've worked with who wouldn't give of
296
:themselves as much as you do, so, you
create a lovely group environment,
297
:like the Slack is so friendly.
298
:The calls are so inclusive,
there's no like hierarchy or any,
299
:or anything like, which you can
sometimes find in these programs.
300
:You know, you, you run a
very horizontal sort of thing
301
:where everybody gets involved.
302
:Yeah, if you get on this program and
you utilize all the assets that are
303
:there, one of which is you, as well
as the, the portal and all the group
304
:sessions, you are bound to leave
here with a better business, a better
305
:coaching business that gets you clients.
306
:So that's my biggest takeaway
from so far working with you.
307
:'cause that's what's given.
308
:Speaker: Yeah.
309
:Love it.
310
:Thank you so, so much, Andy, for
sharing your experience and I cannot
311
:wait for our case study call in a
few months 'cause I know that so
312
:much will have changed as well.
313
:So thank you again.
