As an executive business coach and mentor, I am often posed a familiar challenging question by a potential client: “Why should I use your services?”. What they do not realise is at the same time, and more crucially for me, I am asking myself: “Do I want to work with you?”.

Let me explain the conundrum through four brief case studies, and a ‘curve ball’.

I found myself brain storming over my current crop of clients. I began to understand that four of them, while in totally differing commercial sectors, had similar characteristics. (For the sake of anonymity, I shall describe all in the male person and in the Jerusalem area, although this may not be accurate).

• Alex is an academically brilliant person, who has been practicing medicine for years. He frequently interrupts me, because he believes  – usually incorrectly – that he knows how to respond before I have finished my statement. His business has known better days, but he feels he knows what needs to be done. How can he improve his sales flow?
• Bert is in the wellness sector. Highly experienced, but again struggling for new clients. However, he has been refusing to come up with new ideas.
• Colin is young and dynamic. He is seeking to creating a marketing agency in a field that is incredibly competitive.
• David is a painter. Talented and ambitious, he gives the impression that he feels clients should find him. He does not want to have to chase the money.

Different people. Contrasting backgrounds and ages. Each looking to move ahead in their own field of commerce. And each one has turned to me. Why? Because, for all their excuses and bravado – some more than others – they are stuck. they are not doing what they want to do and make money from it.

Yet despite their diversities, my role is similar in each instance. I am there to motivate them!

Motivate them to do what? First, to accept that what they have been doing to date does not work well enough. And thus second, to encourage them to change. Third, to explain that what they may see as obstacles can be overcome, again with a innovative approach.

In contrast, let me introduce the curve ball. Every now and again, I am contacted by somebody who just wants one session, because that is what they feel is needed to move ahead. This is when I ask myself if that person is really interested in changing. My experience dictates that such a move does not come about in an hour, as I wave a magic wand.

Alex has learnt to accept that his many talents and clever responses do not drive a successful business model on their own. Bert has found a new form of “wellness” for himself, which is seemingly encouraging to search for clients. Colin has preserved, developing new revenue channels. And David, well early days just yet, but the game is on and he knows it.

Change is a process. Most of us appreciate that it needs to eventuate, and many come to the difficult conclusion that we cannot do it by ourselves. With some irony, the spouse or partner is not always heard as the voice of encouragement. And thus a neutral, external and professional source is required, which can also inspire trust. That is why people use executive coaches and mentors.