Who actually pays for leadership coaching?
Often the employer rather than the person being coached, which means there are two audiences: the organizational buyer evaluating outcomes and cost, and the individual assessing fit. Marketing usually has to speak to both, and they want different things.
Often the employer rather than the person being coached, and that creates two audiences who want opposite things.
The organizational buyer, usually HR or L&D, is evaluating an outcome against a cost. They want structure, duration, a per-participant price, evidence of a method, and confidence that the engagement will not create a problem.
The individual being coached is deciding whether it is safe to be honest with you. They want to know whether you will understand their situation and what gets reported back to the person who commissioned the work.
What this means for marketing:
- Build two clear paths on the website, separate pages or clearly separated sections. Speaking to both in one paragraph serves neither.
- Address confidentiality explicitly, since it reassures both audiences simultaneously.
- Lead with structure for the organization and with understanding for the individual.
Individual executives also buy directly, with faster cycles and full rates. Most established practices run both, using individual work to fill gaps between longer organizational engagements.
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