They Ask, You Answer Certified Coach: What's the Value and Investment?

In today's increasingly competitive business landscape, marketing has never been more important. But knowing where to start is easier said than done. Inbound marketing? Content marketing? Account-based marketing? The internet is littered with different frameworks, methodologies and approaches.

One such approach that has gained significant attention is the "They Ask, You Answer" (TAYA) framework, developed by Marcus Sheridan. As a TAYA Certified Coach, I've seen first hand how powerful this framework can be when implemented in-house, and the businesses that do it well have a coach guiding them from day one.

So, in this article, I'm going to take a deep dive into the the value of TAYA coaching, the different options available, and the associated costs. By the end, you'll have a comprehensive understanding of TAYA coaching and its potential impact on your business.


What is the They Ask, You Answer framework?

At its core, They Ask, You Answer is based around the idea of addressing customer questions and concerns openly and honestly. By providing valuable and relevant answers to these questions through various content formats, businesses can build trust, establish themselves as industry authorities, and ultimately drive sales.


Different options when hiring a Coach

When it comes to hiring a They Ask, You Answer Coach, you have two primary options to choose from:

  1. Working with an IMPACT-employed coach: IMPACT is the agency behind mastering They Ask, You Answer, and offers its own team of certified coaches. These coaches are dedicated to implementing the TAYA program and helping businesses build in-house expertise, reducing their reliance on external agencies.
  2. Working with an independent TAYA coach: Independent coaches are certified by IMPACT and have undergone training with Marcus Sheridan directly. They may specialise in specific industries, languages, or geographic areas. Independent coaches offer coaching along with additional marketing and consulting services tailored to business clients' needs.


Understanding the differences

While both IMPACT-employed and independent TAYA coaches are certified and equipped to guide businesses through the They Ask, You Answer framework, there are some key differences between the two options. These differences mainly revolve around pacing, pricing, project involvement, and priorities.

Pacing and pricing

IMPACT-employed coaches work with clients through a "Mastery" program that typically spans 12, 18, or 24 months. The cost of the program ranges from $99,000 to $270,000, depending on the chosen pacing.

On the other hand, independent coaches offer greater flexibility in terms of pacing, allowing businesses to tailor the coaching engagement to their specific needs, goals, and capacity. Pricing coaches can range from $3,000 to $10,000 per month for coaching, depending on the services included.

Project involvement and priorities

IMPACT-employed coaches primarily focus on implementing the core principles of the They Ask, You Answer framework. They do not provide "done-for-you" services as part of the program, but instead, help businesses develop in-house expertise and reduce dependence on external agencies.

Independent coaches, while also focused on TAYA implementation, may offer additional services within and outside the TAYA framework. This can include website development, social media management, HubSpot consulting and more.


The value of working with a coach

Implementing the They Ask, You Answer framework can be a transformative process for any business. However, without proper guidance and expertise, it can be challenging to navigate the intricacies of the framework effectively.

Both IMPACT-employed and independent TAYA coaches bring immense value to businesses looking to implement the framework. Here are some key benefits of TAYA coaching:

  1. Framework Expertise: Certified coaches possess an in-depth understanding of the They Ask, You Answer framework and can guide businesses through its implementation with precision.
  2. Strategic Guidance: Coaches provide strategic guidance tailored to each business's unique needs, helping them align their marketing and sales efforts effectively.
  3. Skill Development: Coaching includes training and skill development for various team members, such as content creators, sales professionals, and leaders, empowering them to drive results.
  4. Accountability and Support: Coaches provide ongoing support and hold businesses accountable for implementing the framework, ensuring progress and success.
  5. Cost Efficiency: Investing in coaching can lead to long-term cost savings by reducing reliance on external agencies and building in-house expertise.


Choosing the Right TAYA Coach for Your Business

When selecting a They ASK, You Answer Certified Coach for your business, consider the following factors:

  1. Expertise and experience: Look for coaches with extensive experience in implementing the They Ask, You Answer framework and a track record of success.
  2. Compatibility and communication: Ensure that the coach's communication style, values, and approach align with your business's culture and goals.
  3. Services and specialisations: Consider whether you require additional marketing or consulting services beyond coaching and find a coach who can meet those needs.
  4. Budget and pricing: Evaluate the pricing structure and determine if it aligns with your budget and expected return on investment.



Implementing the They Ask, You Answer framework can be a game-changer for businesses looking to drive sales and establish themselves as industry leaders.

However, navigating the implementation process can be challenging without the right guidance. Coaching provides businesses with the expertise, support, and training needed to succeed.

Whether you choose an IMPACT-employed coach or an independent coach, the key is finding a coach who understands your business's unique needs and can guide you towards TAYA success. Invest in TAYA coaching today and unlock the full potential of your marketing and sales efforts.