Lessons from the Coaching Frontline: A Conversation with Marianne Schofield
Kofi Kyei, founder of Chay Executive Coaching, is dedicated to helping leaders grow into the best version of themselves by unlocking their full potential.
Through thoughtful, reflective conversations, he creates a space where clients can explore more deeply, reconnect with their purpose, and gain meaningful insights.
Key Insights
✔ Don’t expect a website alone to bring clients.
✔ Price your services to reflect your value.
✔ Get visible on social media early.
✔ Don’t underestimate the business side.
✔ Variety can be as rewarding as specialisation.
The Interview
How did you get into coaching?
I did my coaching qualification while working in publishing and marketing. I started coaching people informally within my company, but it really took off after I was made redundant during my maternity leave in 2019—right as COVID hit. There were no jobs around, so I gave myself six months to try coaching full-time. I started working for free to build experience and slowly began to pick up paying clients. I loved the flexibility it gave me to spend time with my children and grow something on my own terms.
What surprised you about running your own coaching business?
Honestly, the biggest challenge was promoting myself. I have a marketing background, so I knew the tools, but it felt uncomfortable to be the product. There’s definitely a bit of imposter syndrome that comes with putting yourself out there. But I've found the coaching community to be incredibly supportive, which helps. It’s also surprising how much non-coaching work you actually do—admin, marketing, lead generation—it’s not all coaching all the time.
What’s been the easiest part of the journey for you?
The marketing side comes naturally to me, probably because of my background. I knew how to build a marketing plan and what platforms to use, so that’s been a real advantage.
And the hardest part?
Lead generation. I really don’t enjoy the constant outreach, and while I’ve streamlined and automated parts of it, I’d love to outsource it eventually. I enjoy discovery calls and building relationships, but the initial cold outreach isn’t something I look forward to.
What common mistakes do you see new coaches make?
Overinvesting in a website too soon. I spent ages on mine, launched it, and expected people to flood in—it didn’t happen. A website can give credibility, but it won’t generate leads on its own.
Underpricing. I seriously undercharged at the beginning. Most new coaches do. You need to value your skills from the start.
Underestimating the ‘other stuff.’ Running a coaching business involves much more than coaching. There’s marketing, admin, networking—it’s a lot to juggle.
Do you think having a website is essential?
It’s useful for credibility and for providing more information to potential clients, but it’s not where your leads will come from initially. I’d recommend focusing on building a presence on LinkedIn or another platform that suits you. You need somewhere to showcase your brand and testimonials, but you don’t need to spend months perfecting a website right away.
What’s your take on niching?
I didn’t want to niche at first. Over time, I’ve naturally leaned towards career coaching, particularly for people in marketing, because that’s my background. But I still love coaching outside of that. I think niching helps with sales, but as a coach, you can absolutely coach anyone. It’s not as rigid as people make it seem.
If you could give your novice self one piece of advice, what would it be?
Get on social media earlier. I only really started using LinkedIn properly about eight months ago, and it’s completely changed my business. I’ve had so much more inbound work since I started posting consistently.
What’s been the most effective part of your LinkedIn strategy?
It’s a mix: consistency, experimenting with different types of content—including video—and genuinely engaging with people. My network has grown massively, and I’ve found the platform really supportive. But if you take time off, the algorithm definitely punishes you!
What would you do if LinkedIn disappeared tomorrow?
I’ve made sure to build an offline network too. I do email marketing, I maintain good relationships with clients and prospects, and I’ve been thinking about developing a more formal referral system. It’s important not to put all your eggs in one basket.
What drains you the most in your business?
Lead generation—hands down. I really don’t enjoy it.
If you could optimise one thing in your operations, what would it be?
Definitely lead generation. I’d love to hire a VA to help with outreach and calendar management in the future. I also wish I’d started using Calendly earlier—it’s been a game-changer.
What tools do you use in your coaching business?
Calendly, Zoom, my website, LinkedIn, MailerLite for email marketing, and ChatGPT to help with content ideas. I also have a Facebook page but don’t use it much.
If you had to start over, what would you do differently?
I’d get on social media sooner and start building my brand earlier. My brand has evolved over time and has become more focused, which is a good thing, but I wish I’d started that process earlier.
