Business Coaching Certification Course
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One payment · Lifetime access
Why This Program Exists
You see, I was just like you. Dr. Joe Rubino and I built this program around the part of coaching most people skip: the conversation itself. Anyone can hand a client a template. Getting a client to name what they actually want, commit to it out loud, and come back next week having done it — that takes technique. Thirty modules and a full course manual, from self-motivation and vision all the way through leadership and building a business culture that holds.
There is no need to struggle, because I have found powerful resources that helped me overcome those challenges — and I've taken what I've learned and turned it into a step-by-step solution, a blueprint you can follow to have success.
With over 40 years of experience, 22 published books, appearances on Dr. Phil and in Forbes, and as the founder of the American Union of NLP and the American Alliance of Hypnotists — you're in good hands.
30 Training Modules
Thirty modules in order. Each card shows whether that lesson is delivered as video or audio.
- Build a personal vision for an ideal, values-driven business
- Define what success and empowering others actually mean to you
- Embrace challenges while honoring your core personal values
- Attract outcomes into your life through a clear, held vision
- Connect personal integrity to long-term business direction
- Shape a dream business through focused intention
- Develop a vision around quality, value, and purpose
- Clarify what you want your business to accomplish
- Use positive language and visualization to shape outcomes
- Stay informed through research, education, and industry trends
- Build a coaching framework rooted in confidence and consistency
- Grow your practice through referrals and active marketing
- Guide clients to stay current with research and trends
- Encourage networking, education, and client-focused marketing
- Help clients set and revisit short and long-term goals
- Ask targeted questions to uncover a client’s unique strengths
- Adapt the approach for organizations, individuals, and job seekers
- Identify what makes a new business idea genuinely unique
- Understand how clear requests drive clients toward action
- Build the trust that makes a request land well
- Overcome the common fears that hold people back from asking
- Pair requests with promises to strengthen commitment
- Craft time-oriented requests a client can act on
- Coach clients to request action from the people around them
- Gather the facts and break down what isn't working
- Focus on results, impact, and the level of commitment needed
- Frame requests using the SMART goal-setting method
- Describe an organization's purpose, market, and core offering
- Distinguish a business clearly from its closest competitors
- Keep mission statements short, formal, and easy to understand
- Answer the key questions about purpose, uniqueness, and values
- Condense the answers into a clear one-to-three sentence statement
- Refine it until it resonates with everyone it has to speak for
- Apply mission statements to individuals, employees, and organizations
- Review and update mission statements every few years
- Study real examples from companies like Google and Zappos
- Define leadership as guiding vision, direction, and action
- Build belief, humility, and an actionable client vision
- Empower others by stepping back and letting them lead
- Visualize what stepping into a leadership role actually looks like
- Identify the business areas ready for leadership-driven growth
- Inspire people through clear expectations and effective communication
- Position yourself as a consistent source of leadership for clients
- Empower clients through vision and by challenging the status quo
- Apply practical leadership habits like objectivity and preparation
- Define business culture as shared values and shared practices
- Assess current culture through employees, vendors, and clients
- Shift culture deliberately through policy and communication changes
- Work partnership types between individuals, businesses, and clients
- Structure culture across primary, secondary, and tertiary levels
- Align mission, vision, and values to strengthen partnerships
- Display guiding principles prominently for everyone to see
- Reinforce those principles regularly in meetings and in practice
- Build trust and honesty through consistent team accountability
- Define commitment as pledged obligation and responsibility
- Recognize why people choose convenience over lasting commitment
- Guide clients to decide from their principles rather than their mood
- Frame decisions as forks in the road tied to stated goals
- Clarify daily, short-term, and long-term client commitments
- Use daily exercises and journaling to reinforce commitment
- Recognize the courage it takes to honor a commitment
- Align organizational practices and roles with stated commitments
- Encourage employees to act from shared organizational commitments
- Build motivation, discipline, and consistency into daily action
- Use positive self-talk to guide behavior and decisions
- Face challenges directly while finding enjoyment in the process
- Apply practical techniques for focus, delegation, and scheduling
- Break tasks into manageable pieces with clear deadlines
- Build daily habits like to-do lists and reward systems
- Overcome procrastination through consistent daily action
- Balance multi-tasking against focused, single-task attention
- Write down and organize tasks to lift productivity
- Reframe problems as interpretations rather than fixed truths
- Recognize avoidance behaviors like blame, denial, and excuses
- Understand how unresolved problems corrode business relationships
- Commit to ongoing personal development and self-improvement
- Turn challenges and breakthroughs into growth opportunities
- Help clients align vision, actions, and life purpose
- Reframe problems as openings for growth and breakthrough
- Contrast avoidance scenarios against embracing-problems scenarios
- Guide clients through an exercise to reclaim an avoided challenge
- Balance verbal communication with active, attentive listening
- Read non-verbal cues like body language and tone
- Recognize when non-verbal signals contradict the words
- Listen with enough focus to actually retain what's said
- Listen for greatness to build client confidence and potential
- Understand others' values to build empathy and rapport
- Enter every conversation listening for value and insight
- Stay present regardless of the other person's communication style
- Build trust and rapport through genuinely open listening
Your Complete Written Reference
Business Coaching Course Manual
The complete written course — vision, leadership, culture, commitment, action, and listening, across all thirty modulesYour Official Certification
Certified Business Success Coach
Certified and registered by the
American Union of NLP
aunlp.org
Upon certification you'll be listed in the AUNLP's SEO-optimized directory of Certified Business Success Coaches — and you'll have lifetime access to Dr. Steve by email.
Sample shown — your certificate is issued in your name with a unique certificate number.
This Program Will Change Your Life
- Earn your Certified Business Success Coach credential from the American Union of NLP (AUNLP™), created by Dr. Steve G. Jones and Dr. Joe Rubino
- Access 30 in-depth training modules plus a complete course manual covering everything from self-motivation and vision-setting to leadership and business culture
- Learn how to help clients create a powerful vision for their dream business, harness the law of attraction, and honor their core values
- Master the art of making effective requests, encouraging clients to take action, and guiding them from commitment to real results
- Discover how to craft empowering mission statements, build strong leadership skills, and cultivate a business culture that sets clients up for success
- Develop advanced listening skills to help clients uncover what's truly important to them and contribute greater value in every conversation
- Unlimited Anytime 24/7 On-Demand Access
- Get listed in the AUNLP's SEO-optimized directory of Certified Business Success Coaches — so clients searching online can find you
- Lifetime access to Dr. Steve by email — your questions answered long after you certify
- Unlimited Anytime 24/7 On-Demand Access — start immediately with instant digital delivery
What My Students Say
“I'm very glad that I had the opportunity to study with Dr. Jones and I would highly recommend his products and courses to anyone that has ever felt the desire to be of assistance to another; or finds themselves needing extra assistance from Dr. Jones' extensive library of self-help recordings.”
“Thanks for an amazing weekend of hypnosis. I know we learned the basic technique, but I am empowered by the class and can't wait to start practicing this week! I appreciate your direct and to-the-point yet non-threatening and nurturing way of teaching. I can see why your students have such amazing things to say about you! Thanks again for the enlightenment!”
“As a fellow hypnotherapist and experienced teacher and trainer, I can recommend anything that comes from Steve G. Jones' hand. I have acquired many of his products and they are all top value for money.”
Become a Certified Business Success Coach
Everything you need — 30 training modules, and the complete course manual — plus your official certification from the American Union of NLP.
One payment · Lifetime access
Isn't it time you stopped struggling? It doesn't have to be that way — there's an easier way, and I can show you how. I can provide the tools, but you have to say yes. Invest in yourself, and I'll see you on the next page.
This is a professional coaching certification program. It is educational in nature and designed for personal and professional development — it is not licensed therapy, counseling, or medical care, and does not constitute medical, psychological, or financial advice. Coaches should always work within their scope of practice and refer clients to licensed professionals where appropriate. Individual results vary.