THE ICFSFL BUSINESS GROWTH JOURNEY
From Unclear -> Positioned -> Trusted -> Chosen -> Growing
“We are supporting coaches in moving from uncertainty and inconsistent growth… to being clear, trusted, chosen, and building a sustainable coaching business.”
What we are building:
A full client acquisition system for coaches, in a shared learning environment. It covers:
Identity • Positioning • Branding • Pipeline • Messaging • Conversion • Objections • Networking
We created a structured pathway!
THE JOURNEY MAP
|
PHASE 1—CLARITY & FOUNDATION
(April 14 — Sophia Session 1)
From Unclear -> Positioned
You Are Not Unclear, You Are Unpositioned
What shifts:
- From confusion -> clarity
- From overthinking -> grounded identity
What attendees gain:
- Clear professional identity
- Language to describe their work
- Confidence in how they show up
This is the inner foundation everything else depends on
|
PHASE 2 —TRUST & VOICE IN THE MARKET
(May 5 — Ross Session 1)
From Positioned -> Trusted
Build Trust in a Trustless Age
What shifts:
- From “I coach” -> “I stand for something”
- From credentials -> point of view
What attendees gain:
- A compelling, defensible perspective
- A story that builds trust
- Authentic positioning (even with AI)
This is where clarity becomes belief
|
PHASE 3 —DIFFERENTIATION
(May 19 — Ross Session 2)
FromTrusted -> Memorable
Stand Out in a Sea of Coaches
What shifts:
- From “good coach” -> “unforgettable brand”
What attendees gain:
- Distinct identity
- Recognizable presence
- Differentiation in a crowded market
This is where trust becomes visibility
|
|
PHASE 4—STRUCTURE & CONSISTENCY
(May 19 — Sophia Session 2)
From Memorable -> Consistent
Stop Chasing Clients, Build a Pipeline
What shifts:
- From hope -> structure
- From randomness -> intentional flow
What attendees gain:
- A working pipeline
- A repeatable system
- Relief from feast-or-famine cycles
This is where visibility becomes momentum
|
PHASE 5 —VALUE & CONVERSION
(May 26 — Ross Session 3)
From Consistent -> Compelling
Communicate Value That Converts
What shifts:
- From talking about yourself -> speaking to transformation
What attendees gain:
- Client-centered messaging
- Clear articulation of value
- Stronger conversion conversations
This is where momentum becomes opportunity
|
PHASE 6 —DECISION & CLOSING
(June 9 — Sophia Session 3)
From Compelling -> Chosen
Why Great Coaches Don’t Get Hired
What shifts:
- From “good conversation” -> “clear decision”
What attendees gain:
- Understanding of decision dynamics
- Ability to move conversations forward
- Awareness of where things break
This is where opportunity becomes commitment
|
| PHASE 7 —OBJECTIONS & CONFIDENCE
(July 14 — Sophia Session 4)
From Chosen -> Confident
Stop Freezing When They Say No
What shifts:
- From fear -> grounded presence
What attendees gain:
- Language for objections
- Confidence in tough moments
- Ability to stay in the coaching seat
This is where commitment becomes resilience
|
PHASE 8 —GROWTH & EXPANSION
(September 8 — Sophia Session 5)
From Confident -> Growing
Your Network Is Not Cold
What shifts:
- From “I need leads” -> “I activate relationships”
What attendees gain:
- Clear outreach strategy
- Activated network
- Immediate opportunities
This is where resilience becomes growth
|
ICFSFL Chapter Business Building Series
Get and Stay Hired!
PHASE 6 — DECISION & CLOSING
Why Great Coaches Don’t Get Hired
This five-part series equips coaches with the mindset, structure, and real-world skills required to build a coaching practice that leads to consistent opportunities and client engagement.
Participants will not just learn. They will apply. Each session is designed to move coaches from understanding to action so they leave with real progress in their business.
90 minutes per session
- First 30 minutes: Teaching, reframing, and foundational concepts
- Final 60 minutes: Power Hour, a guided work session where coaches apply the concepts in real time and leave with tangible progress
This is not passive learning. Coaches will work and leave with tangible results.
PHASE 6 — DECISION & CLOSING
Why Great Coaches Don’t Get Hired
And What to Do About It
Being well-trained does not guarantee being hired. This session introduces Sophia’s HIRED model, helping coaches understand what decision makers are actually responding to when they say yes.
Power Hour Focus:
- Reviewing real client or organizational conversations
- Identifying where decisions are breaking down
- Strengthening readiness and decision clarity
Coaches leave with:
- Insight into why conversations stall
- Clear actions to move opportunities forward
ICF Core Competency Alignment:
- Core Competency 3: Establishes and Maintains Agreements
- Core Competency 6: Listens Actively
About the Speaker: Sophia Casey, MCC
Sophia Casey, MCC is the Founder and CEO of ICLI RISING, an international accredited coach training and leadership development institute, and is among the top 4% of coaches worldwide to hold the International Coaching Federation’s Master Certified Coach credential.
She is a former Director of First Impressions for a former Vice President of the United States, bringing rare insight into executive presence, influence, and high-level leadership. Today, she is a globally recognized executive coach, mentor coach, accreditation consultant, and keynote speaker.
Sophia is a nine-time author and has been featured in SUCCESS Magazine, NBC, and SiriusXM Radio. Her corporate and organizational clients include Google, Meta, Nationwide Insurance, Dress for Success Worldwide, and other global institutions across corporate, nonprofit, and higher education sectors.
Through her work, Sophia helps leaders strengthen their voice, elevate their leadership presence, and build careers and coaching practices that are both credible and profitable. She is known for creating transformative learning environments where excellence, authenticity, and confidence are cultivated in every season of change.