Your Questions Answered

Your Questions Answered...

Learn tons of information about ActionCOACH Dane County through our FAQs, Brad Sugar Informational Videos, Reviews, and how you could grow YOUR business!

Price Related

Nothing. Coaching is an investment, not a cost. Everything you do with your ActionCOACH is an investment in your future business and team that will pay you real money, time and a better team in return. Our 1:1 programs guarantee that you will not lose your investment as long as you commit to

doing the work and staying engaged. If you’re in a 1:1 program and you’ve done the work and you’ve haven’t made more in profit than you’ve invested within 17 weeks, we’ll coach you for free until you do. 

Depending on the program you choose, you'll need to invest $498 to $2498 for your initial Alignment Consultation, and then between $398 and $10,000 per month for ongoing coaching. Use the Which program is right for me tool to see which program (and investment) is most likely to be the perfect fit for you right now.

Not only will you create great results in your business, but you'll end up with both an entrepreneurial education second to none, and knowledge that you can take to your team so you repeat your successes over and over again.  

Your Coach may also suggest several books, trainings, and workshops and yes, they will add to your

investment as you go. Why? Because having an ActionCOACH is just like having a marketing manager, a sales team leader, a trainer, a recruitment specialist, and corporate consultant all rolled in to one.

Nothing if you approach training as an investment in your people. The knowledge and skill they gain is what will allow your company to continue to grow and scale. 

It’s way less expensive to invest in your team now, than to have to replace them because they weren’t growing and developing. 

Beyond that, it depends on which training programs are right for your company right now. 

Our 12-week MasterClasses are perfect if you want fast, foundational learning and a system that gets installed over a quarter. At 1500 per person, MasterClass trainings are easy on the budget, and cover 5 key areas of your business – Sales, Management, Leadership, Business and Financial Mastery. 

Custom trainings are all about what your company needs, cover topics such as How to do Conflict, and 6 Keys to a Winning Team, and Exemplary Customer Service, and the Better Communication Series, and run 7500 to 100,000+ depending on how many people you are training and the details around what will help your people and company scale.

If you’ve ever brought in a Strategic Planning consultant and spent 6 months and $75,000 to get your plan done, we guarantee you will LOVE the process you get to use with ActionCOACH! With our proprietary software doing all of the financial, people, operational and marketing modeling for you, you’ll have your $75,000-caliber plan in just 2 days – at about ½ the investment – it’s under $30k!


If you have a smaller company and that investment seems out of reach, you can join one of our Ascend Business and Strategic Planning Boot Camps and along with up to 8 other non-competing leaders, have your plan done in 2 days as well at a fraction of the cost – only 5498! 

If you’ve been kicking the can down the road because of what used to be a 6-month time and money commitment, don’t wait any longer. Give yourself and your team the gift of clarity and alignment and a legit plan of action in just 2 days. 

We strongly advise that you not approach coaching as a “fix this issue and then I’m good” strategy. Most of our clients are with us between 4 and 10 years – some of the most successful ones have been here between 11 and 17 years! The reason? As you learn, apply, and grow your company and your team, your beliefs about what’s possible in your business get bigger. You’ll see farther than you’re able

to see today. Your team will be more capable. You’ll be working fewer hours and making more profit. And you’ll continue to see an ROI on your coaching investment.

So, we ask that you commit to 12-18 months at a minimum so you see sustainable results. If you want to grow, scale, pass on your company and leave a legacy, see us as a partner on your team for the long run.

Comparison; Comparing Coaching vs. Training

How to choose the right coaching or training program for your company.

Business coaching is about growing and scaling your business and your team. You’ll cover every area of your company, including strategy and foundational pieces, like setting your vision, mission and culture. You’ll get control of your calendar (aka time). You’ll learn how to bring in business consistently,

systematize your operations and develop your team. The ultimate goal is that you have a commercial, profitable enterprise that works without you – an asset that you can sell, pass down or keep as an investment.

Executive coaching is all about C-Suite skills, communication and really scaling your enterprise. There’s less focus on the nuts and bolts of your organization and more on how you show up as a leader and inspire and bring out the best in your team.

Both business and executive coaching programs start with building you – the owner or the leader.

There’s a ton of personal growth involved; the stronger you are as a person, the easier the “doing” of your role becomes.

If you love the energy and collaboration that comes from being in a peer group, then group coaching is for you. You get the benefit of lots of ideas and experiences – sometimes your best ideas may come from a completely different industry. Your group becomes your tribe. Group coaching is a lower investment because there are more of you sharing the same coach.

If you want personalized attention, or your business is ready to begin executing on a succession plan, then 1:1 coaching is for you. It’s all about you, your business and your people each session – you’ll go

farther, faster in a 1:1 program. Your investment in 1:1 is higher because it’s just you, your team and your coach.

Everyone gets “Community Time” each quarter with GrowthCLUB Quarterly Planning. GrowthCLUB is a day of networking with the area’s best business leaders, growing professionally, and building your week-

by-week plan for the upcoming 12 weeks. It’s a high-energy day and a lot of business is passed in that room because you’re all A players.

Twice per month coaching isn’t for everyone – it’s designed for businesses that are ready to grow and scale. Sometimes you want the re-centering and re-energizing boost of a big group five times a year and

you’re good to go. If this describes you, then GrowthCLUB Quarterly Planning and BizX are the perfect fit.

GrowthCLUB is a day of networking with the area’s best business leaders, growing professionally, and

building your week-by-week plan for the upcoming 12 weeks. It’s a high-energy day and a lot of business is passed in that room because you’re all A players.

BizX is the America’s annual signature event for the best of the best in business that draws attendees from the US, Canada, Mexico, Latin America and the Caribbean. World-class speakers work with 500+ business owners, execs and their coaches for 2 days learning, sharing and growing your network. Top businesses are recognized and awarded for being best in class in your type of industry, culture, and results. It’s an amazing experience that clients look forward to year after year – many a friendship and partnership started at BizX.

Problem Solving

What problems do people have when they engage in coaching?

Unfortunately not all coaches are good coaches. That’s why we’ve published a list of solid ones for you so you can be informed. If you are working with a reputable coach and not getting the results you were hoping for, consider these things:

- Are you and your coach really clear on the outcomes that you are expecting? Sometimes the whirlwind of your day-to-day feels like where you should focus, but it’s tricking you. Your coach should be keeping your eyes on the Wildly Important Goal and the activities required to achieve it. If you’re not sure you and your coach are on the same page, take a step back and get to agreement, alignment and expectations.

- Remember you need to learn how to be coached, and your coach needs to learn the best approach to coach you. This takes time but shouldn’t take that long – maybe a month or two. Give both of you grace in the meantime.

- Ask yourself this question: With the benefit of hindsight, what do you need to do differently to get a better result? If you’re really being honest with yourself, there is probably homework left undone, learning only half-done, or self-sabotaging beliefs that you’ve been unwilling to confront. Changing to a different coach and repeating the pattern isn’t going to change things; for things to change, you must change first.

If you’re not happy with your program, please let me (Susan) or your coach know! We can only help you if we’re aware of how you’re feeling. Keep in mind that particularly if you start in a group program, you’ll will need to graduate to a higher-level program as you grow. Your coach will anticipate this and

bring it to your attention. Here’s a summary of what you get from the different levels of programming:

ProfitCLUB Mastery is designed to get you to $10-20,000 in revenues per month. There’s a heavy emphasis on getting business in the door (lead generation & selling) and managing your time, because

that’s what you need when you’re small.

ProfitCLUB Accelerator and MentorCLUB are designed to get you to $50-60,000 per month in revenues.

You’ll have more time with your coach to begin putting systems in place, understanding your financials

and how to use them, and you’ll be building a team.

1:1 and 1:2 Coaching are when your business gets all kinds of personal attention so you can really grow and scale your company.

Leadership Advancement Program and Executive Coaching work the same way – the advancement program will build foundational skills, and executive is for higher level skill building. Your coach will talk with you about “what’s next” when the time is right.

When you work with ActionCOACH of Dane County, you get the whole coaching team. We may even suggest that you work with different coaches at different times because some have particular skill sets in areas that you need to focus on (ie. Sales, Leadership, Finance). By all means, if you want to work with a different coach, just let me (Susan) know and we’ll find the right fit coach for you.

WORKING ON WORKFORCE In the ongoing quest to shape their workforce, local employers are always open to new ideas.

Guide to workforce training >

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Top 9 coaching companies in Madison, WI

Sometimes we get asked who the other coaching companies are locally, so let’s talk about that. We’re not ones to shy away from being blatantly honest about the competition and we want you to be as informed as possible. Here’s a list of companies that have a solid

history in Madison:

1. Darcy Luoma Coaching & Consulting - Custom strategic team development for building resilient leaders and increasing organizational performance

2. Lift Sales Training - Sales tools that solve today’s toughest sales challenges

3. Small Business Development Center - Affordable training opportunities as businesses start, manage, and grow and no-cost small business consulting by appointment.

4. SCORE – Service Core of Retired Executives - Start, grow or successfully exit a business.

5. Vistage - CEO coaching and peer advisory organization for small and midsize business leaders.

6. Dale Carnegie Training - engages learners from the initial contact through follow-up and support to reinforce key behaviors.

7. Executive Agenda (EA) - Non-competing professional peers get together in confidential settings and learn from each other.

8. Merlin Mentors - Madison Entrepreneur Resource, Learning and Innovation Network - Group of volunteers who have masterfully started and managed new ventures. These mentors use their skills, experience and enthusiasm to guide emerging entrepreneurs in early stage ventures to boost the potential of business success.

9. Doyenne Group - Doyenne brings strong, motivated people together to advance early-stage, scalabe ventures into their next phase of success to effectively change the face of entrepreneurship.

What our clients are saying...

If you're a business owner or CEO and you've ever struggles with not knowing the best place to focus your time and effort, I guarantee you will love what ActionCOACH has to share. Their system is simple to use and has the power to change your life!

Marshall Goldsmith

#1 Executive Coach in the World

Love your work but would like a little more free time without sacrificing your business goals and bottom line? ActionCOACH has the answers and proven steps (in plain English) to get you from here to there so you can gain time, energy, and more freedom!

Joan Collins

President & Owner at Joan Collins Publicity, Inc

If you're a business owner or CEO and you've ever struggled with stepping out of the day-to-day grind, I guarantee you will love what ActionCOACH has to share. Their proven approach is straight-forward and helps companies scale.

Kevin Peterson

Founder at Peterson Technology Group

Andrea Lukich

Owner of Cat's Only Vet Clinic

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