Leadership Coaching Certification – Course Overview

The Level123Coaching Leadership Certified Team is a leadership, coaching, speaking, and training certification program available to a global audience. It is designed for people who want to become coaches, trainers, speakers, consultants, or leadership development professionals.

What the Program Covers

1. Professional Coaching Skills

You learn how to:

Conduct one-on-one coaching
Facilitate group coaching
Ask powerful questions
Help clients create action plans
Structure coaching engagements
Set coaching fees and packages

The program includes coaching manuals, workbooks, facilitator guides, and coach training modules.

2. Leadership Development

A major focus is leadership philosophy, including:

Servant leadership
Influence and impact
Personal growth
Team leadership
Organizational leadership
Values-based leadership

Most of the curriculum is based on books and leadership frameworks.

3. Speaking and Presentation Training

Participants learn:

Public speaking
Keynote presentations
Workshop facilitation
Presentation design
Audience engagement
Setting speaking fees

The program includes speaking scripts and presentation materials.

4. Training and Facilitation

You are trained to deliver:

Leadership workshops
Corporate training sessions
Team development programs
Personal growth groups
Book-study groups

The curriculum includes ready-made facilitation resources.

5. Sales and Business Development

The certification includes training on:

Discovery conversations
Networking
Referrals
Sales conversations
Closing coaching engagements
Marketing a coaching business

Sales and marketing training are included because many participants intend to build their own practice.

6. Marketing and Branding

Topics include:

Personal branding
Social media marketing
Positioning yourself as a coach
Business growth strategies
Client acquisition

Members also receive access to marketing resources and ongoing support.

Certification Benefits

After certification, members typically receive:

Certification as a Level123 Leadership Coach
Access to Maxwell curriculum and materials
Coaching manuals
Speaking scripts
Training resources
Ongoing mentorship and community support
Access to a global network of coaches and trainers

The organization promotes the ability to coach, train, and speak using leadership content and methods.

Who It Is Best For

Life coaches
Executive coaches
Leadership coaches
Trainers and facilitators
HR professionals
Consultants
Project managers moving into coaching
Professional speakers
Entrepreneurs

The program is particularly attractive to people who want a structured framework and ready-made content they can use with clients.

Strengths

Strong Community

One of the biggest advantages is access to a large global network of coaches, speakers, and trainers.

Business Focus

Unlike many coaching certifications, it teaches coaching, speaking, leadership, marketing, and sales together.

Ready-to-Use Content

Participants receive extensive materials they can immediately use in workshops and coaching programs.

Personal Growth

Many graduates report that the personal development journey is as valuable as the business training.

Potential Limitations

If your goal is ICF Professional Certified Coach (PCC) or Master Certified Coach (MCC) level coaching, the Leadership Coaching program is primarily leadership-focused rather than being built around the full ICF coaching competencies.

Leadership training teaches coaching skills, but it is often strongest in:

Leadership development
Personal growth
Speaking
Training
Business building

Whereas ICF accreditation focuses heavily on:

Coaching presence
Evoking awareness
Active listening
Cultivating trust and safety
Ethical coaching standards
Demonstrated coaching competency assessments

Many coaches therefore combine Leadership certification with ICF or COMENSA credentials.

For Someone Like You

Given your background as a project manager, coach, workshop facilitator, and speaker, the Level123coaching certification would likely add the most value in:

Packaging workshops and leadership programs.
Building a speaking business.
Learning marketing and sales for coaching.
Accessing a large international coaching network.
Using proven leadership content with corporate clients.

If your primary goal is COMENSA Professional Coach or ICF PCC/MCC, I would view Level123 Leadership Coaching as a complementary business-and-leadership certification rather than a replacement for a competency-based coaching credential, like Level123Coaching ICF and Comensa Level 1 and 2 coach training.

1. Set the Foundation (Relationship + Purpose)

The first step is establishing clarity and trust around why you are meeting.

What you do:

Define the coaching agreement (what you will and won’t do)
Clarify goals of coaching (growth, leadership, performance, mindset)
Set expectations (frequency, confidentiality, responsibility)
Position the client as the driver of their own growth

Key Maxwell idea:

“People don’t care how much you know until they know how much you care.”

So the tone is relational first, directive second.

2. Start With Connection and Check-In

Every session begins with grounding the relationship.

What you do:

Ask how they are really doing (personally and professionally)
Review wins since last session
Acknowledge progress and effort
Build momentum before problem-solving

Example questions:

“What’s been going well since we last spoke?”
“What are you most proud of this week?”
“What has your attention right now?”

3. Identify the Focus of the Session

Maxwell coaching is very focus-driven (one key issue per session).

What you do:

Ask what they most need to work on today
Help narrow scattered thinking into one priority
Avoid trying to solve everything

Example questions:

“What’s the most important thing we should focus on today?”
“If we could solve one issue today, what would it be?”
“What’s the real challenge behind that?”

4. Clarify Reality (Awareness Building)

This is where coaching becomes powerful in Maxwell’s model.

What you do:

Ask questions that uncover truth, assumptions, and patterns
Help the client see blind spots
Encourage reflection rather than giving advice

Example questions:

“What do you think is really going on here?”
“What’s your role in this situation?”
“What patterns do you notice repeating?”

👉 The coach does NOT fix — they illuminate.

5. Explore Options (Expand Thinking)

Once clarity increases, you open up possibilities.

What you do:

Brainstorm solutions with the client
Challenge limiting beliefs
Encourage creativity and ownership

Example questions:

“What are your options here?”
“If you had no limitations, what would you do?”
“What have you not tried yet?”

Maxwell principle:

“Change is inevitable. Growth is optional.”

6. Decide on Action (Commitment Phase)

Coaching moves from insight → commitment.

What you do:

Turn ideas into specific actions
Ensure clarity on what, when, and how
Strengthen accountability

Example questions:

“What will you do before our next session?”
“What does success look like by next week?”
“What support do you need to follow through?”

7. Accountability and Ownership

This is a strong emphasis in Maxwell coaching.

What you do:

Let the client own their commitments
Set clear follow-up expectations
Hold them responsible without judgment

Example questions:

“Did you do what you committed to?”
“What got in the way?”
“What did you learn from that?”

8. Close With Encouragement and Insight

Sessions end with energy and perspective.

What you do:

Reinforce strengths and progress
Summarize key insights
Encourage continued growth

Example closing:

“What stood out most for you today?”
“What is your biggest takeaway?”
“You’re closer than you think—keep building on this.”

The Core Structure (Simple Version)

Maxwell one-on-one coaching typically flows like:

Relationship check-in
Wins + progress
Define focus
Explore reality
Generate options
Commit to action
Accountability
Encourage + close

The Coaching Philosophy Behind It

Maxwell coaching is built on these beliefs:

People already have potential inside them
The coach’s job is to draw it out, not insert advice
Growth happens through questions, not instructions
Leadership is developed through action + reflection
Accountability is a form of care, not pressure

Team Coaching Facilitation

1. Set the Container (Safety + Expectations)

Before any content or coaching begins, you establish the group agreement.

What you do:

Define purpose of the group (growth, leadership, mindset, accountability)
Set ground rules (confidentiality, respect, participation)
Clarify your role (facilitator, not fixer)
Establish shared responsibility for engagement

Example language:

“This is a growth space, not a lecture.”
“What is shared here stays here.”
“You will get out what you put in.”

2. Open With Connection (Group Warm-Up)

Maxwell group coaching starts with relational energy.

What you do:

Quick introductions or check-ins
Wins since last session
Emotional or mindset temperature check
Build group trust early

Example prompts:

“What’s one win you’ve had this week?”
“What’s your energy level from 1–10 today?”
“What’s been most present for you lately?”

3. Introduce the Focus or Theme

Group coaching usually revolves around a leadership principle, topic, or growth theme.

What you do:

Present a concept (e.g., influence, discipline, communication)
Keep it simple and practical
Relate it to real-life leadership

Example:

“Today we’re focusing on personal responsibility in leadership.”
“Influence starts with how you show up daily.”

4. Create Reflection (Internal Processing)

Instead of giving answers, you prompt thinking.

What you do:

Ask reflective questions
Let silence work
Encourage journaling or thinking time

Example questions:

“Where in your life is this most relevant right now?”
“What truth is this revealing for you?”
“What pattern do you notice in yourself?”

5. Facilitate Sharing (Peer Learning)

This is where group coaching becomes powerful.

What you do:

Invite participants to share insights
Encourage listening without interruption
Draw connections between experiences

Example prompts:

“Who would like to share what came up for them?”
“What did you hear that resonated with you?”
“What can we learn from that perspective?”

👉 In Maxwell coaching, the group becomes part of the coach.

6. Deepen with Coaching Questions (Live Coaching in Group)

You coach individuals in front of the group (with permission).

What you do:

Ask powerful questions in real time
Help the group witness transformation
Keep focus on awareness, not advice

Example questions:

“What’s really going on beneath that?”
“What are you avoiding here?”
“What would leadership look like in this situation?”

7. Turn Insight Into Action (Commitment Phase)

Maxwell coaching always ends in action.

What you do:

Help participants define specific next steps
Make commitments public (where appropriate)
Encourage clarity and ownership

Example:

“What is one action you will take this week?”
“When exactly will you do it?”
“Who in this group can hold you accountable?”

8. Build Group Accountability

This is a key difference from individual coaching.

What you do:

Invite peer accountability
Encourage follow-up between sessions
Create shared responsibility for growth

Example:

“Who can check in with you before next session?”
“What would help you stay consistent?”

9. Close With Integration + Encouragement

End with meaning and momentum.

What you do:

Summarize key insights
Reinforce themes
End with energy and encouragement

Example closing questions:

“What is your biggest takeaway today?”
“What shifted for you in this session?”
“What will you carry forward this week?”

The Flow of a Maxwell Group Coaching Session

Set expectations and safety
Check-in and connection
Introduce theme
Reflection and journaling
Group sharing
Live coaching moments
Action commitments
Accountability setup
Closing reflection

Core Principles Behind Maxwell Group Coaching

1. Leadership is caught, not taught

People learn by observing others in real challenges.

2. Growth happens in community

Shared vulnerability accelerates insight.

3. Questions create transformation

Not teaching, but drawing out thinking.

4. Action matters more than insight

Every session ends in a commitment.

5. The facilitator multiplies thinking, not controls it

You guide the process, not dominate it.

Key Difference vs One-on-One Coaching

1:1 coaching: deep, focused, personalised exploration
Group coaching: shared learning, reflection, peer accountability

Asking Powerful Questions

1. Awareness & Reality Questions (What’s really going on?)

These help the client see clearly.

What is actually happening right now, without interpretation?
What part of this situation are you avoiding seeing?
What story are you telling yourself about this?
What evidence supports that belief—and what contradicts it?
What patterns do you notice repeating?
What is the real issue underneath the surface issue?
Where are you being honest with yourself—and where are you not?
What would someone who disagrees with you say about this?

2. Responsibility & Ownership Questions (Shifting from blame to agency)

These bring accountability and leadership thinking.

What is your responsibility in this situation?
How have you contributed to this outcome?
What are you choosing that is creating this result?
What are you not doing that you know you should be doing?
If nothing changes, what is your role in that continuation?
Where are you giving your power away?
What would full ownership look like here?

3. Clarity & Focus Questions (What matters most?)

These help cut through noise and confusion.

What is the real priority here?
What matters most right now?
If you could only solve one part of this, what would it be?
What are you overcomplicating?
What are you making more important than it actually is?
What decision would create the most impact?
What would simplify this immediately?

4. Values & Identity Questions (Who are you being?)

These connect behaviour to identity.

What kind of leader/person do you want to be in this situation?
What value is most important to you right now?
Are your actions aligned with who you say you are?
What would the best version of you do here?
What identity are you reinforcing through your current behaviour?
What would change if you saw yourself as already capable?

5. Options & Possibilities Questions (Expanding thinking)

These open creativity and alternatives.

What are all the possible ways you could approach this?
What haven’t you tried yet?
If fear was not a factor, what would you do?
What would you do if you had to succeed?
What would you do if you had full support?
What would a completely different perspective on this be?
Who could you learn from here?

6. Action & Commitment Questions (Turning insight into movement)

These create execution and accountability.

What is your next step?
When exactly will you do it?
What could stop you—and how will you handle that?
What support do you need to follow through?
What will you commit to before we speak again?
How will you measure success?
What will “done” look like?

7. Growth & Learning Questions (Maxwell leadership mindset)

These embed reflection and development.

What are you learning about yourself through this?
How is this situation helping you grow as a leader?
What would you do differently next time?
What strength is this revealing in you?
What weakness is this exposing?
What is this teaching you about leadership?
How will this experience shape your future decisions?

8. Accountability Questions (Ownership over time)

These drive follow-through.

Did you do what you said you would do?
If not, what got in the way—specifically?
What will you change to ensure follow-through?
What excuse are you willing to let go of?
What would consistency look like for you?
Who will you be accountable to besides me?

9. Deep Transformational Questions (Shift perspective)

These create breakthroughs.

What are you pretending not to know?
What truth are you resisting right now?
What would you do if you fully trusted yourself?
What is this situation demanding of you to become?
What are you learning about leadership through this challenge?
If this problem was here to grow you, what would it be teaching?

Question Toolkit

1. Awareness & Reality (1–15)

What is really happening right now?
What facts do you know for certain?
What assumptions are you making?
What is the real issue here?
What is underneath this situation?
What patterns do you notice?
What are you avoiding seeing?
What is being repeated here?
What do you think is true—but haven’t confirmed?
What story are you telling yourself?
What evidence supports that story?
What evidence challenges it?
What is most difficult to admit here?
Where are you not being fully honest with yourself?
What is the consequence of ignoring this?

2. Responsibility & Ownership (16–30)

What is your responsibility in this?
How have you contributed to this outcome?
What are you choosing that creates this result?
What are you not doing that you know you should do?
Where are you giving your power away?
What part of this are you avoiding owning?
What excuses are you holding onto?
If nothing changes, what is your role in that?
What would full ownership look like?
What would a leader take responsibility for here?
What are you tolerating that you shouldn’t be?
What are you pretending is out of your control?
What decision are you avoiding?
What are you waiting for?
What would happen if you took full responsibility?

3. Clarity & Focus (31–42)

What matters most right now?
What is the real priority?
What are you overcomplicating?
What needs to be simplified?
What is the one thing that would change everything?
What is distracting you most?
What deserves your attention right now?
What are you saying yes to that you should say no to?
What are you ignoring that matters?
What is the smallest step that matters most?
If you could only fix one thing, what would it be?
What would bring immediate clarity?

4. Values & Identity (43–54)

What kind of person do you want to be in this situation?
What values are most important here?
Are your actions aligned with your values?
What does integrity look like here?
What would your best self do?
What identity are you reinforcing?
What identity are you moving away from?
What would a strong leader do here?
What standard do you want to live by?
What would make you proud of yourself here?
Who are you becoming through this?
What do your actions say about you?

5. Emotional Awareness (55–64)

What are you feeling right now?
What emotion is driving your behaviour?
What are you trying not to feel?
What is the fear underneath this?
What emotion are you avoiding?
How is this emotion influencing your decisions?
What would calm confidence look like here?
What is triggering you in this situation?
What do you need emotionally right now?
What would emotional clarity look like?

6. Options & Possibilities (65–78)

What are all your possible options?
What haven’t you considered yet?
If fear didn’t exist, what would you do?
If resources were unlimited, what would you do?
What would a completely different approach look like?
What would you do if you had to succeed?
Who could help you here?
What advice would you give someone else?
What would a mentor tell you?
What is the boldest option?
What is the simplest option?
What would you do if you trusted yourself fully?
What would happen if you did nothing?
What is the risk of each option?

7. Action & Commitment (79–90)

What will you do next?
When exactly will you do it?
What does success look like?
What is your deadline?
What could stop you?
How will you overcome that?
What support do you need?
What will you commit to right now?
What is the first step?
What does completion look like?
How will you measure progress?
What would make you follow through 100%?

8. Accountability (91–96)

Did you do what you said you would do?
If not, what stopped you?
What will you do differently next time?
What excuse are you letting go of?
What does consistency look like for you?
Who will hold you accountable?

9. Growth & Leadership Reflection (97–100)

What are you learning about yourself?
How is this making you a stronger leader?
What would you do differently in the future?
What is this experience teaching you about leadership?

helping clients create action plans is about turning insight into clear, accountable, time-bound behavior. It’s not just “what will you do?”—it’s structured ownership that drives execution and leadership growth.

Here’s how you do it in a clean, practical way.

1. Start With Clarity (What exactly are we solving?)

Before any planning, you tighten focus.

What you do:

Confirm the main goal or issue
Remove vague thinking
Define a clear outcome

Powerful questions:

What do you want to achieve specifically?
What does success look like?
If this is solved, what will be different?

👉 No plan works without clarity.

2. Define the Desired Outcome (End in mind)

Maxwell coaching always starts with the end state.

What you do:

Help the client describe the result in real terms
Make it measurable or observable
Anchor it in behaviour, not theory

Questions:

What will you be doing differently when this is successful?
What will others notice about you?
How will you know you’ve achieved it?

3. Break It Into Actions (From idea → steps)

This is where thinking becomes structure.

What you do:

Turn the goal into 3–5 clear actions
Avoid overwhelming detail
Keep it simple and executable

Questions:

What are the key steps to get there?
What must happen first?
What can you do immediately?

4. Prioritise (What matters most now?)

Maxwell coaching avoids scattered effort.

What you do:

Identify the first critical action
Remove unnecessary tasks
Focus on momentum

Questions:

What is the most important step right now?
If you only did one thing, what would matter most?
What can wait?

5. Define Timeframes (Specific deadlines)

No commitment exists without time.

What you do:

Assign dates and times
Make it concrete, not flexible
Create urgency without pressure

Questions:

When exactly will you do this?
By what date will this be completed?
What is your deadline?

6. Identify Obstacles (Reality check)

This builds resilience into the plan.

What you do:

Surface what could go wrong
Anticipate resistance
Plan around it

Questions:

What could stop you?
Where are you likely to struggle?
What has stopped you before?

7. Build Support & Resources (Don’t do it alone)

Maxwell emphasises relational accountability.

What you do:

Identify who can help
Clarify tools/resources needed
Strengthen environment for success

Questions:

Who can support you with this?
What do you need to succeed?
What resources are missing?

8. Create Accountability (Ownership mechanism)

This is a key Maxwell principle.

What you do:

Make commitments explicit
Set follow-up expectations
Introduce peer or coach accountability

Questions:

How will I know you followed through?
Who else will you be accountable to?
What happens if you don’t do this?

9. Confirm Commitment (Lock it in)

You end with ownership, not discussion.

What you do:

Get verbal commitment
Restate plan clearly
Ensure confidence and willingness

Closing statement style:

“So your commitment is…”
“You’ve decided to… by…”
“On a scale of 1–10, how committed are you?”

SIMPLE MAXWELL ACTION PLAN TEMPLATE

You can literally structure it like this:

1. Goal:

What do you want to achieve?

2. Outcome:

What will success look like?

3. Actions:

3–5 specific steps

4. First Step:

What will you do immediately?

5. Deadline:

When will it be done?

6. Obstacles:

What might get in the way?

7. Support:

Who/what will help you?

8. Accountability:

How will you stay committed?

MAXWELL PRINCIPLE BEHIND IT

Clarity creates confidence
Simplicity creates execution
Ownership creates follow-through
Accountability creates consistency

Or in Maxwell language:

“People don’t rise to their goals—they fall to their systems.”

structuring coaching engagements is about creating a clear, repeatable framework that balances relationship, growth, accountability, and measurable action. It’s less about rigid methodology and more about predictable rhythm + leadership development outcomes.

Here’s a practical structure you can use.

1. Pre-Engagement: Discovery & Contracting

This is where you set up the coaching relationship.

Purpose:

Clarify expectations, goals, and boundaries.

What you do:

Explore client goals and challenges
Define coaching outcomes
Agree on format (1:1, group, frequency)
Establish confidentiality and responsibility
Set payment / commitment terms (if applicable)

Key questions:

What do you want to achieve through coaching?
What would make this valuable for you?
What is your commitment level to this process?

👉 Maxwell principle: Clarity before commitment

2. Foundation Session (Session 1)

This sets the tone for the entire engagement.

Purpose:

Build trust, alignment, and direction.

What you do:

Understand current reality deeply
Identify leadership/personal growth goals
Define success criteria
Establish accountability expectations
Create initial action plan

Output:

Clear coaching goals
First action commitments
Baseline understanding of client reality

3. Coaching Cycle Structure (Recurring Sessions)

This is the core rhythm of the engagement.

A typical Maxwell-style session follows:

A. Check-In (5–10 min)

Wins since last session
Progress updates
Emotional or mindset check

B. Review Commitments (10–15 min)

What was done?
What wasn’t done?
What was learned?

C. Focus Topic (20–30 min)

One key issue or opportunity
Deep questioning
Awareness building

D. Insight & Reflection (10–15 min)

What did the client discover?
What shifted in thinking?

E. Action Planning (10–15 min)

Specific next steps
Deadlines
Priorities

F. Accountability & Close (5 min)

Commitment confirmation
Encouragement
Next session focus

4. Mid-Engagement Review (Progress Reset)

Usually halfway through the engagement.

Purpose:

Reassess direction and momentum.

What you do:

Review goals vs progress
Identify blocks or stagnation
Adjust action plans if needed
Reinforce motivation

Key questions:

What progress are you most proud of?
Where are you stuck?
What needs to change for momentum to return?

👉 Maxwell principle: What gets measured gets improved

5. Deep Transformation Phase (Middle Sessions)

This is where most growth happens.

Focus:

Identity shifts (how they see themselves)
Leadership mindset
Behavioural change
Breaking limiting patterns

Coach role:

Ask deeper questions
Challenge assumptions
Strengthen ownership
Increase accountability pressure (supportively)

6. Results Consolidation Phase (Final Sessions)

Focus shifts to outcomes and sustainability.

Purpose:

Turn change into consistency.

What you do:

Review achievements
Lock in habits
Strengthen self-accountability
Plan for independence from coaching

Key questions:

What has permanently changed?
What will you continue doing without coaching?
How will you maintain momentum?

7. Closure Session

End the engagement intentionally.

Purpose:

Reflection + integration + next chapter.

What you do:

Review full journey
Highlight growth and wins
Reinforce identity shift
Define future direction

Key questions:

What has changed most in you?
What are you taking forward?
How will you continue growing?

SIMPLE MAXWELL COACHING ENGAGEMENT MODEL

1. Discovery

Understand goals + set agreement

2. Foundation

Build clarity + first actions

3. Coaching Cycles

Repeated structured sessions:

Check-in
Focus
Awareness
Action
Accountability

4. Midpoint Review

Adjust direction if needed

5. Deep Growth Phase

Identity + behaviour change

6. Results Phase

Sustainability + performance

7. Closure

Reflection + independence

CORE MAXWELL PRINCIPLES IN STRUCTURE

Clarity creates direction
Structure creates consistency
Accountability creates progress
Reflection creates learning
Action creates results

COACHING INSIGHT (IMPORTANT)

Maxwell coaching engagements are effective because they:

Combine leadership content + personal accountability
Balance inspiration with execution
Use simple but consistent session rhythm
Focus on behavior change, not just insight

less about hourly pricing and more about value, transformation, structure, and access level. You are not selling time—you are selling a leadership growth experience with measurable outcomes.

Here’s a clean, practical way to do it.

1. Start With Value (Not Time)

Maxwell pricing begins with a mindset shift:

People don’t pay for sessions. They pay for outcomes, clarity, and growth.

You define:

What transformation you create (leadership, confidence, performance, mindset)
Who you serve (individuals, executives, teams)
What result they walk away with

Key question:

What is the cost of NOT changing for your client?

2. Define Your Coaching Levels (Offer Ladder)

Maxwell-style coaching usually has tiered packages.

Example structure:

Level 1: Entry / Breakthrough Coaching

1:1 short-term clarity work
1–3 sessions
Focus: awareness + direction

Level 2: Growth Coaching Package

3–6 sessions over 4–8 weeks
Focus: behaviour change + accountability

Level 3: Transformation Program

3–6 months engagement
Weekly or bi-weekly sessions
Focus: leadership development + sustained change

Level 4: Premium / Executive Coaching

High-touch access (calls + messaging)
Strategic leadership development
Corporate or senior clients

3. Structure Packages Around Outcomes

Each package must have a clear transformation.

Example framing:

Instead of:

“6 coaching sessions”

Say:

“A 90-day leadership clarity and execution program to improve decision-making, confidence, and accountability.”

Maxwell principle:

“People buy clarity, not coaching hours.”

4. Decide Your Pricing Model (3 Common Approaches)

A. Per Package (Recommended)

You sell transformation, not sessions.

Example structure:

3 months package = fixed price
6 months package = higher value bundle

B. Monthly Retainer

Best for ongoing leadership coaching.

Fixed monthly fee
Includes set sessions + access
Stable income model

C. Hybrid (Most Powerful)

Setup fee + monthly coaching
Example: onboarding + ongoing coaching

5. Anchor Pricing to Transformation Level

Pricing increases based on:

1. Depth of transformation

Awareness → lower price
Behaviour change → mid price
Identity/leadership shift → high price

2. Access level

Monthly sessions = lower
Weekly + messaging = higher
Unlimited access = premium

3. Client type

Individuals
Managers
Executives / corporate

6. Typical Market Ranges (Reality Check)

Based on coaching market data:

Single session: low to mid range per session
3-month packages: ~$500–$3,000 (new coaches)
3–6 month packages: ~$1,200–$8,000+
Executive coaching: $3,000–$15,000+ per engagement
Corporate leadership coaching can reach significantly higher depending on scope

Maxwell-style positioning typically sits in:

Mid-tier → leadership development clients
Upper-tier → executives / organisations

7. Build Your Packages (Simple Template)

Package 1: “Clarity Session”

60–90 min deep dive
Immediate insights + direction
Single investment entry point

Package 2: “Growth Package (4–6 weeks)”

Weekly sessions
Action planning + accountability
Focus on one leadership challenge

Package 3: “Leadership Transformation (3 months)”

Weekly or bi-weekly coaching
Action plans + reflection + accountability
Behaviour change system

Package 4: “Executive Leadership Coaching (6 months+)”

Strategic coaching
High accountability
Access between sessions

8. Add Value Layers (This is where Maxwell differs)

To justify higher pricing, include:

Leadership assessments (DISC, ELI-type tools)
Worksheets / frameworks
Action plans after every session
Accountability tracking
Optional group sessions or masterminds

9. Price With Confidence (Simple Rule)

A useful Maxwell-aligned formula:

Price = (Transformation value × access level × duration)

Then sanity-check with:

Your experience
Market positioning
Client type

10. The Key Mindset Shift

Most new coaches price like this:

“How much should I charge per hour?”

Maxwell-style coaches price like this:

“What transformation am I delivering—and what is that worth?”

practical leadership disciplines that shape how you think, behave, and influence others.

Here’s a clear breakdown of each one in the Maxwell style.

1. Servant Leadership

Leadership begins with serving others, not position or authority.

Core idea:

“True leadership is influence, not title—and influence grows through service.”

What it looks like:

Putting people’s needs ahead of ego
Supporting growth in others
Leading through humility
Creating value for others first

Key behaviours:

Listening deeply
Helping others succeed
Removing obstacles for your team
Leading without needing recognition

Coaching question:

How can you add value to others today without expecting anything back?

2. Influence and Impact

Leadership is measured by influence, not position.

Core idea:

“Leadership is influence—nothing more, nothing less.”

What it looks like:

People choose to follow you
Your behaviour shapes others
Your presence changes outcomes
You create positive ripple effects

Key behaviours:

Building trust consistently
Communicating clearly
Being reliable and consistent
Leading by example

Coaching question:

Who is influenced by you right now—and how?

3. Personal Growth

You cannot lead others beyond your own development.

Core idea:

“You must grow to lead.”

What it looks like:

Continuous learning
Self-awareness
Emotional discipline
Intentional development

Key behaviours:

Reading and learning regularly
Reflecting on behaviour
Seeking feedback
Stretching comfort zones

Coaching question:

What are you doing daily to grow as a leader?

4. Team Leadership

Leadership is about developing others, not doing everything yourself.

Core idea:

“A leader is great not because of power, but because of their ability to empower others.”

What it looks like:

Building trust within teams
Delegating effectively
Developing people’s strengths
Creating unity and alignment

Key behaviours:

Clear communication of expectations
Empowering decision-making
Recognising contributions
Resolving conflict constructively

Coaching question:

How are you helping your team become stronger without you?

5. Organizational Leadership

Leadership scales from individuals to systems.

Core idea:

“Systems determine success more than motivation.”

What it looks like:

Creating structure and clarity
Aligning teams with vision
Building repeatable processes
Driving culture intentionally

Key behaviours:

Strategic thinking
Aligning goals across teams
Creating accountability systems
Leading change effectively

Coaching question:

What systems are helping or limiting your organization right now?

6. Values-Based Leadership

Leadership is anchored in principles, not pressure or popularity.

Core idea:

“When values are clear, decisions become easier.”

What it looks like:

Acting with integrity even under pressure
Making decisions aligned with principles
Consistency in behaviour
Strong ethical grounding

Key behaviours:

Defining personal leadership values
Aligning actions with beliefs
Saying no when necessary
Leading authentically

Coaching question:

What values are guiding your decisions right now?

HOW THESE CONNECT (IMPORTANT)

In Maxwell leadership thinking, these six areas are not separate—they build on each other:

Personal Growth fuels everything
Values-Based Leadership anchors decisions
Servant Leadership shapes mindset
Influence & Impact is the result
Team Leadership applies it to people
Organizational Leadership scales it to systems

SIMPLE SUMMARY

Serve people → build trust
Build trust → gain influence
Grow yourself → increase capacity
Lead teams → develop others
Lead organizations → scale impact
Anchor it all in values → stay consistent

move from “having knowledge” to influencing groups at scale through speaking and facilitation.

Here’s a clear breakdown of each one in a practical, coaching + speaking-business sense.

1. Public Speaking

The foundation of all influence platforms.

Core idea:

“If you can speak clearly, you can lead effectively.”

What it involves:

Communicating ideas to groups confidently
Structuring thoughts clearly
Managing nerves and presence
Speaking with clarity and authority

Key skills:

Voice control and pacing
Storytelling
Clear messaging
Confidence under pressure

Coaching focus question:

What message do you need to communicate that you’ve been holding back?

2. Keynote Presentations

This is influence at scale—delivering a signature message.

Core idea:

“A keynote is not information—it is transformation.”

What it involves:

Crafting a signature talk
Delivering a structured transformation journey
Using stories, frameworks, and takeaways
Inspiring action in an audience

Structure:

Opening hook (attention)
Personal/story connection
Core message (1–3 key ideas)
Emotional peak
Call to action

Coaching focus question:

What transformation do you want your audience to walk away with?

3. Workshop Facilitation

This is interactive learning, not performance.

Core idea:

“Workshops are not lectures—they are experiences.”

What it involves:

Guiding group participation
Facilitating exercises and discussions
Encouraging reflection and application
Managing group energy

Key skills:

Questioning
Group dynamics
Timing and pacing
Creating psychological safety

Coaching focus question:

How do you create learning through participation, not instruction?

4. Presentation Design

This is how your message becomes structured and repeatable.

Core idea:

“Clear structure creates clear understanding.”

What it involves:

Designing slide decks or frameworks
Structuring content logically
Simplifying complex ideas
Building repeatable presentation systems

Common structure:

Problem → Insight → Solution → Action

Key skills:

Clarity over complexity
Visual simplicity
Story flow
Message hierarchy

Coaching focus question:

What is the simplest way to explain your message?

5. Audience Engagement

This is what turns a talk into an experience.

Core idea:

“If they are not engaged, they are not learning.”

What it involves:

Reading audience energy
Asking questions
Using stories and humour
Creating participation moments

Techniques:

Questions to audience
Story breaks
Real-life examples
Interaction or reflection exercises

Coaching focus question:

How are you involving the audience, not just talking to them?

6. Setting Speaking Fees

This is the business side of speaking.

Core idea:

“Your fee reflects the value of your message, not your time.”

What it involves:

Positioning yourself (beginner → expert → authority)
Packaging talks and workshops
Pricing based on impact, not hours
Negotiating with organisations

Pricing factors:

Experience level
Audience size and type
Transformation delivered
Customisation required
Travel and logistics

Common models:

Per talk fee
Half-day workshop fee
Full-day training fee
Corporate contract pricing

Coaching focus question:

What transformation are you delivering—and what is that worth to the organisation?

HOW THESE SIX CONNECT

They form a progression system:

Public speaking → confidence & clarity
Keynotes → signature message
Workshops → interactive learning
Presentation design → structure & repeatability
Audience engagement → impact & retention
Speaking fees → monetisation & positioning

MAXWELL PRINCIPLE BEHIND IT

“When you grow your communication, you grow your influence. When you grow your influence, you grow your leadership.”

ways of delivering leadership development at scale, but each one has a slightly different purpose, depth, and group dynamic.

Here’s a clear breakdown so you can understand how they work in practice.

1. Leadership Workshops

Structured, content-driven learning experiences for groups.

Core idea:

“Teach a leadership principle, then turn it into action.”

What it involves:

Short teaching segments
Group exercises
Reflection and discussion
Practical application of leadership concepts

Typical structure:

Introduce concept (e.g. influence, growth, responsibility)
Explain framework
Group activity or discussion
Personal reflection
Action commitment

Key focus:

Awareness → understanding → application

Coaching question:

How will you apply this leadership principle this week?

2. Corporate Training Sessions

Business-focused leadership development for organisations.

Core idea:

“Align leadership behaviour with organisational performance.”

What it involves:

Structured training delivered in workplace context
Focus on performance, culture, and productivity
Tailored to company goals
Often requested by HR or leadership teams

Typical topics:

Communication
Accountability
Team effectiveness
Leadership mindset
Change management

Key focus:

Organisational impact and measurable improvement

Coaching question:

What behaviour change would improve performance in your team?

3. Team Development Programs

Longer-term interventions to improve how teams function.

Core idea:

“Strong teams don’t happen—they are developed intentionally.”

What it involves:

Multi-session engagement
Team assessments and reflection
Trust-building exercises
Conflict resolution work
Role clarity and alignment

Outcomes:

Better communication
Stronger trust
Clearer roles
Higher accountability

Key focus:

Relationship + performance + alignment

Coaching question:

What is limiting your team from performing at its best?

4. Personal Growth Groups

Ongoing group-based self-development environments.

Core idea:

“Growth accelerates in community.”

What it involves:

Regular group meetings
Shared reflection and accountability
Personal development topics
Encouragement and peer learning

Typical topics:

Mindset
Discipline
Confidence
Emotional intelligence
Goal setting

Key focus:

Individual transformation inside a group container

Coaching question:

What is one area of your life where you are ready to grow?

5. Book-Study Groups

Structured learning using Maxwell (or leadership) books as the foundation.

Core idea:

“Leadership principles become real when discussed and applied.”

What it involves:

Reading a chapter between sessions
Group discussion on key insights
Reflection on application
Accountability to implement ideas

Format:

Read → reflect → discuss → apply → report back

Key focus:

Turning knowledge into behaviour

Coaching question:

What idea from this chapter will you put into practice immediately?

HOW THEY CONNECT (IMPORTANT)

These five form a learning-to-application ladder:

Book-study groups → knowledge absorption
Personal growth groups → reflection + mindset change
Workshops → structured learning + application
Corporate training → organisational performance impact
Team development programs → behavioural + relational transformation

MAXWELL PRINCIPLE BEHIND ALL OF THIS

“People don’t grow by hearing ideas. They grow by applying ideas consistently in community.”

SIMPLE SUMMARY

Workshops = learn + apply
Corporate training = improve performance
Team development = fix how teams function
Growth groups = personal transformation
Book studies = structured learning system

not just “sales tactics,” but a structured way to build trust, create value conversations, and convert relationships into coaching engagements ethically and consistently.

Here’s how each one works in practice.

1. Discovery Conversations

The foundation of all coaching sales.

Core idea:

“Understand before you offer.”

What it involves:

Exploring the client’s current reality
Understanding pain points and goals
Asking deep, open-ended questions
Creating awareness (not pitching)

Typical flow:

Build rapport
Explore challenges
Clarify desired outcomes
Identify gaps

Key focus:

Listening more than speaking
No pressure, no selling—just clarity

Powerful question:

What would make your life or leadership significantly better right now?

2. Networking

This is relationship-building, not selling.

Core idea:

“Influence grows through relationships, not transactions.”

What it involves:

Building genuine connections
Attending events, communities, online spaces
Offering value before asking for anything
Staying visible consistently

Key behaviours:

Follow-up
Curiosity
Helping others first
Long-term relationship mindset

Powerful question:

Who can I add value to without expecting anything back?

3. Referrals

This is trust-based growth.

Core idea:

“Your best clients come from your current relationships.”

What it involves:

Asking satisfied clients for introductions
Delivering exceptional value first
Building trust so people recommend you naturally

Key behaviours:

Ask at the right time (after value is delivered)
Be specific about who you want to meet
Make it easy to refer you

Powerful question:

Who do you know that is struggling with something similar?

4. Sales Conversations

This is structured, ethical influence—not pressure.

Core idea:

“Selling is serving when done with clarity and integrity.”

What it involves:

Presenting coaching as a solution
Matching needs to your coaching offer
Handling objections calmly
Clarifying transformation and outcomes

Structure:

Explore need
Confirm pain/gap
Present solution
Clarify value
Invite decision

Key focus:

Alignment, not persuasion

Powerful question:

If nothing changes, what is the cost of staying where you are?

5. Closing Coaching Engagements

This is commitment and clarity, not manipulation.

Core idea:

“A clear decision creates momentum.”

What it involves:

Summarising value discussed
Confirming fit
Offering clear packages
Asking for commitment

Key behaviours:

Confidence without pressure
Clear articulation of next step
No over-explaining

Closing question:

Based on everything we’ve discussed, are you ready to move forward?

6. Marketing a Coaching Business

This is about positioning and visibility.

Core idea:

“People can’t work with you if they don’t know you exist.”

What it involves:

Sharing content (videos, posts, talks)
Demonstrating expertise publicly
Building a personal brand
Educating your audience consistently

Channels:

LinkedIn
Workshops/webinars
Speaking engagements
Social media content
Referrals and word-of-mouth

Key focus:

Consistency > virality

Powerful question:

What value can I consistently share that helps people before they ever hire me?

HOW THESE SIX CONNECT

They form a coaching business growth cycle:

Marketing → attracts attention
Networking → builds relationships
Discovery conversations → uncovers needs
Sales conversations → aligns solution
Closing → converts client
Referrals → expands network

Then the cycle repeats.

MAXWELL PRINCIPLE BEHIND IT

“People buy you first, your message second, and your method third.”

SIMPLE SUMMARY

Discovery = understand needs
Networking = build relationships
Referrals = leverage trust
Sales = serve through clarity
Closing = create commitment
Marketing = build visibility

The focus is less on tactics and more on clarity of identity, consistent visibility, and value-based attraction.

1. Personal Branding

This is who you are in the market.

Core idea:

“Your brand is what people say about you when you are not in the room.”

What it involves:

Defining your coaching identity (who you serve, what you solve)
Clarifying your values and message
Building trust through consistency
Showing your lived experience and perspective

Key elements:

Story (why you coach)
Message (what you stand for)
Audience (who you serve)
Promise (what outcome you create)

Coaching question:

What do you want to be known for as a coach?

2. Social Media Marketing

This is visibility at scale.

Core idea:

“Consistency builds recognition; recognition builds trust.”

What it involves:

Sharing leadership insights regularly
Educating your audience
Showing real-life coaching value
Building familiarity over time

Content types:

Coaching questions
Short leadership lessons
Client insights (anonymised)
Personal growth reflections
Story-based teaching

Key focus:

Value first, promotion second

Coaching question:

What value can you consistently share that helps people think differently?

3. Positioning Yourself as a Coach

This is how people understand your value in one sentence.

Core idea:

“If people can’t describe what you do, they won’t hire you.”

What it involves:

Defining niche (who you help)
Defining problem (what you solve)
Defining outcome (transformation you create)
Differentiating your approach

Example positioning:

“Leadership coach for emerging managers”
“Performance coach for professionals in transition”
“Accountability coach for high-potential leaders”

Key focus:

Clarity over complexity

Coaching question:

If someone had to refer you in one sentence, what would they say?

4. Business Growth Strategies

This is the system behind sustainable income.

Core idea:

“Growth comes from systems, not randomness.”

What it involves:

Combining marketing + networking + sales systems
Building repeatable client pipelines
Creating multiple entry points (free sessions, workshops, talks)
Scaling offers (1:1, group, corporate)

Growth channels:

Workshops/webinars
Speaking engagements
LinkedIn/online presence
Referrals
Partnerships

Key focus:

Predictable client flow

Coaching question:

What system are you using to consistently attract clients?

5. Client Acquisition

This is turning interest into coaching engagements.

Core idea:

“Clients are not chased—they are guided into clarity and decision.”

What it involves:

Discovery conversations
Needs analysis
Value demonstration
Clear coaching offers
Ethical closing

Key steps:

Attract attention
Build trust
Understand needs
Present solution
Invite decision

Key focus:

Alignment, not pressure

Coaching question:

How do you help someone clearly see the value of working with you?

HOW THESE FIVE CONNECT

They form a client attraction and conversion ecosystem:

Personal branding → defines identity
Social media marketing → creates visibility
Positioning → creates clarity in the market
Business growth strategies → build systems
Client acquisition → converts relationships into clients

Then the cycle repeats and compounds.

MAXWELL PRINCIPLE BEHIND IT

“People are drawn to clarity, consistency, and authenticity—not complexity.”

SIMPLE SUMMARY

Branding = who you are
Social media = how people see you
Positioning = how people understand you
Growth strategy = how you scale
Client acquisition = how you convert