What To Expect From Academy Coaching – And How to Make the Most of It

When new Members join the Academy, one of the first and most transformative experiences is their coaching journey. We start with weekly coaching calls, eventually transitioning to monthly check-ins, all designed to help Members implement systems, unlock new opportunities, and build a firm that supports the life they envision. 

For many attorneys, this is their first time working with a coach, and understandably, they’re not sure what to expect. Our calls aren’t cookie-cutter. They’re a unique blend of consulting and coaching, tailored to what you and your firm needs most at that moment. 

Consulting vs. Coaching: What’s the Difference? 

• Consulting conversations focus on implementation, training, and the practical “how-to” of running an estate planning practice using the Academy’s proven systems. 

• Coaching conversations dive deeper into vision, mindset, accountability, goals, and personal leadership, helping you break through barriers and stay in forward motion. 

Think of us as both your strategic sounding board and your personal guide. We meet you where you are, help you clarify where you want to go, and support you in creating meaningful action along the way. 

What We Cover—and Why It Matters 

Academy coaching spans a wide range of topics, always anchored in your goals. Here are just a few of the areas where we provide support: 

• Vision and Strategic Planning – Clarify your firm’s direction, prioritize big-picture goals, and design the systems that make success sustainable 

• Team Building and Leadership – Hire, train, and retain the right people; resolve team issues; and build a culture that reflects your values 

• Communication and Influence – Strengthen how you speak with clients, team members, referral sources, and prospects—on paper, in person, and online 

• Marketing and Growth – Design marketing plans across five channels, improve lead conversion, and elevate your visibility in your community 

• Financial Health – Review profitability, set pricing, monitor cash flow, and explore growth levers based on industry benchmarks 

• Workflow Optimization – Ensure client matters flow efficiently from intake to delivery, using Academy systems and process audits 

• Training and Development – Dive deeper into specific systems or tools, aligned with your team’s development path 

• Personal Effectiveness – Align your energy, time, and priorities with what matters most—because how you show up as a leader drives everything else 

And when a question arises outside the scope of your Practice Building Coach’s role, we’ll tap into other Academy team members with specialized knowledge to ensure you get the right support at the right time. 

Want to Maximize the Value of Your Coaching Calls? Try These Tips: 

1. Show Up and Plug In – Coaching works best when you engage fully. Even if you’re in a busy season, making time for these conversations can be the catalyst for solving the very issues creating the overwhelm
2. Come With a Focus – Bring a challenge, a decision, or a goal you want to move forward. Whether it’s hiring a new team member, improving your consultation rate, or resetting your calendar—clarity fuels momentum
3. Be Willing to Shift – Breakthroughs often happen when you let go of the “I already know this” mindset and get curious. We invite you to try on new perspectives—some of your most powerful changes might come from a single mindset shift
4. Break Big Goals into Bold Steps – We’ll help you unpack large initiatives into actionable pieces, so progress doesn’t feel overwhelming—it feels inevitable
5. Trust Yourself – Yes, we bring systems, structure, and insights to the table—but your values, instincts, and leadership voice matter most. Coaching helps you refine your own approach, not replace it
6. Take Action Between Calls – Progress happens between the calls. Come back ready to share what worked, what didn’t, and what’s next. Stuck? We’ll troubleshoot and re-strategize together

Ready to step into a new chapter? 

Whether you’re navigating growth, solving challenges, or refining your leadership approach, coaching provides a space for honest reflection and purposeful action. 

Curious how coaching could impact your firm? Let’s talk. Reach out to us at info@aaepa.com—we’re here to help you make the most of every step forward. 

Susan Russel
Practice Building Coach
American Academy of Estate Planning Attorneys, Inc.
9444 Balboa Avenue, Suite 300
San Diego, California 92123
Phone: (858) 453-2128
www.aaepa.com.