2 days ago
How Coaching Can Help You Build A Business That Runs Without You
Veranda Adkins is a business coach, founder of Travel Legacy Inc., and co-founder of the Association of Black Travel Professionals (ABTP).
As much as I enjoy sharing my experiences and helping others reach their goals, I didn't always see myself as a coach. With so much noise out there, I was skeptical about falling into the same category as people offering six-figure formulas or promising success in 30 days.
I don't have a secret sauce. What I do have is the expertise and aptitude to navigate wins and losses, pivots and lessons, and a genuine desire to help others avoid the mistakes I've made and move faster toward their goals.
Before offering one-on-one coaching, I launched a nonprofit focused on the growth and certification of Black travel professionals. After spending over a decade in the industry, I noticed that Black travel agents were underrepresented at major events. At award shows, there were usually just four or five of us, and it was always the same familiar faces.
I kept thinking, "How do I get more people who look like me not just in the room but on this stage?" That question inspired me to found the Association of Black Travel Professionals (ABTP). That marked the beginning of my journey as a coach—not as a title I chased but as a response to a real need I could not ignore.
Why Mid-Level Professionals Need Coaching Most
Mid-career is often where people feel the most stuck. You've figured out what to do and found some success, but now you're hitting a ceiling. You're juggling too many roles, your growth feels capped and you're constantly working in the business instead of on it.
That's when coaching can be the most effective. Not as a quick fix, but as a strategic shift. It offers an outside perspective and helps you identify bottlenecks in your business.
Most mid-level travel agents I coach are truly committed to scaling their businesses. However, they struggle to pinpoint underlying issues that hinder growth or reduce efficiency. After examining their workflow or mapping out processes step-by-step, I often discover common bottlenecks, such as an emotional attachment to tasks they can easily hand off or a lack of time management skills.
Whether you're scaling, shifting in direction or simply trying to run a business that doesn't rely on you around the clock, coaching can help you make smarter, more sustainable moves.
It's Not About Having The Blueprint
One of the biggest myths about coaching is that it's all about handing over a ready-to-use formula. But good coaching is quite the opposite. It's not about giving answers but more about asking better questions.
I don't coach people to copy my path as a travel entrepreneur. I help them forge their own entrepreneurial journey. It's about identifying roadblocks, creating structure and building a business that aligns with their values.
And the impact of coaching isn't just subjective. According to a global study by PricewaterhouseCoopers and the International Coaching Federation, clients "report an average ROI of seven times the cost of employing a coach," and respondents overwhelmingly say coaching improved their self-confidence, communication skills and performance.
For many of my clients, the breakthrough is subtle yet powerful. Gradual steps, such as finally hiring a virtual assistant, restructuring packages or setting boundaries that free up time, can lead to major wins.
Is Coaching Right For You?
While coaching is not just for entrepreneurs or business owners who are struggling, here are some signs that it might be time:
• You're experiencing a lack of growth, and you're not sure what to do next.
• You're spending all your time in the trenches of daily operations.
• You're generating income but not building long-term value.
• You're saying yes to everything and feeling stretched too thin.
• You want your business to grow, but not at the cost of your peace.
When Coaching Isn't Essential
While I believe coaching is helpful in many different scenarios, there are some careers and situations where it's less likely to be useful:
• You're a professional with a structured pathway (i.e., RN, CPA, K-12 educator) where credentials such as licenses and certifications will lead to career advancement.
• You're an employee with access to great managers and strong leadership development within your organization.
• You're in the early phase of exploring a business idea or testing a product and would get more value from free resources than paid coaching
Final Thoughts
Coaching is not about perfection. It's about gaining perspective from someone who has walked the path, understands your industry and can help you step out of survival mode and into sustainable leadership. Whether you're in travel, wellness or tech, one thing remains true: The right support can change everything.
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