COACHING
A session changes how they think. Coaching helps them change what they do.
Focused 90-day trust coaching for the ambitious professionals your firm is betting on. It picks up after a keynote or Trust Skills Session and turns the four skills into habits they use with real clients.
Keep the momentum going.
A keynote or session gives your people the insight and the four skills. Then Monday happens, with a full inbox and a client call at nine. Coaching carries the skill from the retreat into the work: the pitch next Tuesday, the relationship going sideways, the partner conversation that keeps getting postponed.
improvement.
In a study of training programs, traditional training on its own raised productivity 22.4%. When the same training was followed by one-on-one coaching, productivity rose 88%, close to four times the gain.
22.4%
88%
Source: Olivero, Bane & Kopelman, “Executive Coaching as a Transfer of Training Tool,” Public Personnel Management.
This is not open-ended executive coaching. There’s no annual retainer and no wandering agenda. It’s a 90-day engagement built on one framework: It’s Not All About You, plus four skills.
SKILL 01
Ask, Don’t Answer
Ask more, answer less.
SKILL 02
Listen to Learn
Listen to understand, not to reply.
SKILL 03
Trust Framing
Frame the problem with the client so they feel understood.
SKILL 04
Moments of Trust
Build trust in the moments when things go wrong.
How it works
Three calls over 90 days. Each one ends with one thing to work on before the next.
Practice, not a chat about practice.
These calls are reps. I play the situation the self-oriented way (the version I used to be), then the trusted way. Then they try it, and then they try it again.
We can also work from the tape. If you record client calls, send me the transcript and we’ll go through it together: where the client opened a door, where your person talked through it, and what to ask next time.
TRANSCRIPT REVIEW · ILLUSTRATIVE
CLIENT: “We need to cut costs, but I’m worried we’ll lose the people who know our customers best.”
YOUR PERSON: “We can build a more efficient staffing model for you.”
NEXT TIME, ASK
“Which customer relationships would be hardest to rebuild?”
Who’s coaching
I’m Scott Armstrong, co-founder and CEO of Brainrider, a B2B agency I’ve helped run since 2010. I’ve spent 20+ years teaching, coaching, and practicing trust-building inside a client-services business, and I wrote From Asshole to Ally: Why Ambitious Professionals Lose Trust and How to Earn It Back.
I still make these mistakes. I just catch them faster now.
Frequently asked questions
Is this executive coaching?
No. Executive coaching tends to be open-ended. This is 90 days, one framework, and one skill at a time.
Can you review our real client calls?
Yes. Send transcripts or recordings and we’ll use them in the coaching. We work within your firm’s confidentiality rules and your clients’ consent, and nothing leaves the engagement.
Can we start with coaching?
Coaching follows a keynote or Trust Skills Session, so your people already have the language. If you have a specific person and a specific situation in mind, email me.
Who pays, and who picks?
The firm sponsors, and leadership picks who sits in the chair.
Where does it happen?
Remote, so nobody loses a travel day.
Firms don’t grow because their people got smarter. They grow because their people got trusted.
Tell me who you have in mind and what’s coming up for them.