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Coaching for Association Professionals:
Realise your potential
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Coaching for Association Professionals: Realise your potential

Leading an Association, Institute or industry body is a fantastic and privileged place to be. At the same time, it can be a tough and demanding role that tests you, both as a professional and as a human being. The further up the ladder you go, the thinner the air and the fewer people there are to share your thoughts, ambitions, hopes and fears with. 

As a leader, who do you draw on to make sure you’re performing at your very best? And how do you support your senior team to do the same?

Working with a coach can support you and your team to achieve your full potential. When you look at top achievers across all fields, one thing they have in common today is that they are using a coach. But, just what is coaching and why might you use it?
What is coaching?
People work with a coach because they want to improve themselves, their situations and achieve goals. They want to learn new ways of thinking and approaching situations in order to get better results. 

A coaching relationship is typically a series of conversations, skilfully managed by the coach. They will use observations, questioning, listening and feedback to create a conversation rich in insight and learning. This creates the kind of focus and attention for the person being coached to develop a greater sense of awareness and appreciation of their own circumstances. From here they are able to create new ways to resolve issues, produce better results and achieve their goals. 

The benefits of coaching
Common benefits people experience from coaching include:

  • Improved sense of direction and focus
  • Increased knowledge of self/self-awareness
  • Improved ability to relate to and influence others
  • Increased motivation
  • Improved personal effectiveness e.g. focused effort
  • Increased resourcefulness/resilience e.g. ability to handle change

Many people that have been coached go on to use the coaching skills they have experienced to create better relationships and lead more effectively themselves. 

Coaching in practice
In practice, a coach can work with a client on any area that they bring. Here are some of the things you might bring. Perhaps these are true for you, or there’s something else.

“I’m ambitious to achieve more but....”
“I’ve taken some advice but it’s not.....”
“I’ve just stepped up to a leadership role and I feel....”
“I want to motivate my team more compellingly and.....”
“I want to present more effectively in order to....”
“I want to be a more confident public speaker...”
“I want the courage to have difficult conversations....”
“I want my voice to be heard....”
“I want to feel good about our future...”
I want to see the way ahead more clearly...”

Meet the AAE’s coach
Do you have these thoughts and others floating around in your head? Perhaps you’re curious about coaching and would like to find out more?

John Scarrott is the AAE’s coach. His experience makes him the perfect coach for AAE members. He brings not only professional training as a coach (ICF accredited course) but an understanding of the association world, having worked association-side for 7 years. 

What working with John, the AAE Coach, delivers

 “I feel more professional, more seasoned and experienced as a result of working with John. I feel more confident that I have what it takes to lead.”

“John’s coaching has helped me to know a lot more about myself. I feel our sessions have created a really strong base for my future growth both personally and professionally.”

“John’s coaching is calm, and structured with a focus on results. He brings a balanced blend of questions and suggestions that I found brought me the results I was looking for.”

“John’s coaching has enabled us to focus as a management team and make sure we are on the same page.”

“John’s coaching has made a genuine difference to me, personally and professionally. The opportunity to vocalise my thoughts gave me a different perspective on them.”

“John’s coaching is calm, and structured with a focus on results. He brings a balanced blend of questions and suggestions that I found brought me the results I was looking for.”

About John Scarrott

John Scarrott is a Trainer and Coach working with association professionals to help them achieve their full potential. As a former Membership Director for the Design Business Association where he worked for 7 years, he developed a passion for the sector. He now supports the people within it to achieve their goals.


John holds a Certificate in Professional Coaching Skills and trained with Coaching Development Ltd, whose highly regarded coach training courses are accredited by the International Coaching Federation (ICF), the only globally recognised professional coaching body. He is the Institute of Direct Marketing’s retained Presentation Skills trainer. He is the AAE retained Coach, and he writes for the AAE on the subject of influential communication.

For more information call John on +44 (0) 7941 989411 or email

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