Presenters: 
Susan Franzen and Diane Brennan

Location: Online Zoom Meeting 

Online Networking - 6:30-7pm

Presentation/Q&A - 7-8 pm

Non-Member Registration: $15

Member Registration: $5

Student Registration: Free

No refunds are granted within 24 hours of event.

Program Description:

 How to Build an Executive Coaching Business

Program description

You’ve made the investment to get the necessary experience and certifications to become an executive coach. But, getting the skills and certifications are only the beginning. How do you build a book of business? How do you determine what clients look for when hiring a coach? If you are internal, what criteria do you use to select a coach for an internal client?

In this highly interactive panel discussion, learn what it takes to go from wanting to be a coach to building a thriving coaching business. You will hear the nuts and bolts of how to start finding clients, the importance of building strategic relationships with partners, and discovering trusted collaborators to enable you to scale up your coaching services and increase your impact. In this discussion we will explore the criteria clients use when looking to engage a coach. In addition, this dialogue will help you make choices around being part of a consortium or being an individual practitioner. You will be able to get candid answers from experts with deep expertise and experience in our field.

By the end of this discussion, we expect new coaches will have the necessary information to go from “I want to be a coach, to I can do it.” For experienced coaches you will gain insights that will help you increase your performance and help your clients. And if you are internal, you will be able to understand the criteria that make the best "match" for your in-house clients.

Speaker Bios:

Susan Franzen: Transformational Leader, Strategic Innovator, and Executive Coach

Susan Franzen is the Founding Principal of PatternShifts, LLC, where she empowers organizations through strategy and leadership development using her innovative "double-helix" coaching approach. Previously, she served as Vice President at AXIOM Learning Solutions and spent 11 years at The University of Texas System, including as Assistant Vice Chancellor. Earlier, she founded LifeU, Inc., a national leadership consulting firm.

Susan holds a Master's in the Neuroscience of Leadership from Middlesex University and numerous professional certifications. She serves on the board of Friends of Kishwauketoe Nature Conservancy and maintains a passion for studying neuroscience and human potential. Susan Franzen | LinkedIn

Diane Brennan, DBH, MBA, MCC, SHRM-SCP

Diane Brennan is an executive coach, organizational development consultant, and founder of Brennan Associates, LLC, based in Tucson, AZ. A past president of the International Coaching Federation (ICF) Global Board, Diane brings over twenty-five years of leadership and coaching experience to her work with executives and teams across healthcare, higher education, and science-based organizations. From 2017 to 2024, she served on the Human Resources team at the University of Arizona, first as a Senior Leadership Advisor and Coach, then as Associate Vice President for HR.  She is the co-author of Back Pocket Coach and co-editor of The Handbook of Knowledge-Based Coaching and The Philosophy and Practice of Coaching. Diane is committed to fostering growth and a culture of learning across organizations. She partners with coaches to build thriving, authentic businesses grounded in impact, strategy, and lasting client relationships.

Diane holds a Doctorate in Behavioral Health (DBH) from Arizona State University and an MBA from Commonwealth University of Pennsylvania – Bloomsburg. Diane Brennan | LinkedIn