Develop your personal skillset and that of your team through expert coaching
Andrew Betts is not only a senior coaching practitioner (EMMC accredited), he is a professional engineer with years of experience in Design, Customer Support, and Business Management.
Develop your personal skillset and that of your team through expert coaching
Andrew Betts is not only a senior coaching practitioner (EMMC accredited), he is a professional engineer with years of experience in Design, Customer Support, and Business Management.
Focus areas
General Coaching
for Professionals
Personalized coaching for managers, technical experts, and engineers to enhance their professional presence, influence, and interpersonal communication skills.
Specialized Coaching
for Customer Communication
Coaching supported by self-learning material on business-critical communication with internal and external clients, suitable for anyone with customer-facing responsibilities
Specialized Coaching
for Difficult Conversations
Coaching supported by self-learning material on how to deal with conflicts and stuck issues. We resolve specific issues while developing skills for tackling future challenges.
Iconda solutions
General Coaching for Professionals
Coaching is a practical, action-focused process that runs for a limited period. At the beginning, it’s important to agree on a few key goals. In General Coaching, these goals can cover a wide range of areas.
You’ll likely have:
- An overall goal — a big ambition or direction you want to move in (this is often something you can influence but not fully control)
- Performance goals — more specific, such as getting a promotion or resolving an issue with a colleague
Your focus can shift from session to session. We follow the energy — wherever it seems most useful or urgent to go.
Topics You Might Bring to General Coaching
Common themes people explore include:
- Building autonomy and resilience
- Coping with transitions (e.g. starting a new role, facing layoffs, or navigating change)
- Understanding yourself better (which often leads to better understanding of others)
- Tackling a challenging new project
- Making important decisions or solving problems — and building skills in decision-making along the way
- Finding more purpose and improving self-management
- Communicating more effectively and increasing your impact
- Developing or fine-tuning your leadership style
Whatever you want to work on, Andrew will listen closely and support you in finding new perspectives and practical ways to move forward.
Iconda solutions
Specialized Coaching for Customer Communication
This coaching is backed by a set of training materials that you’ll use between sessions. These include:
• Short videos
• Practical tools
• Documents
• Quizzes
The content is drawn from Andrew’s extensive real-world experience and global delivery of training courses. Many of the tools presented are taken from his 2017 book, Client Encounters of the Technical Kind
Modular and Flexible
The materials are modular, which means we can build a program tailored to your specific needs.
As with General Coaching, we start by setting clear goals. These goals are usually more focused — always linked to customer-facing work.
Who This Coaching Is For
This type of coaching is ideal for roles that involve direct customer interaction, such as:
• Executives
• Product Managers
• Applications and Consulting Engineers
• Sales Professionals
• Marketing Teams
Of course, this list isn’t exhaustive. In SMEs (Small and Medium-Sized Enterprises) especially, many roles involve some degree of customer contact and, in bigger companies, you often have important customers inside.
What Makes This Coaching Effective
The use of pre-existing support materials makes these coaching sessions especially productive. However, this also means:
- You’ll need to be committed to doing some learning between sessions
Aside from that, the coaching sessions feel just like General Coaching. Andrew will listen closely and help you find practical ways to move forward — wherever you feel stuck.
Coaching for Difficult Conversations: What It Is and Why It Helps
Specialized Coaching for Difficult Conversations
Coaching is a practical, action-focused process that runs for a limited period. At the beginning, it’s important to agree on a few key goals. In General Coaching, these goals can cover a wide range of areas.
You’ll likely have:
- An overall goal — a big ambition or direction you want to move in (this is often something you can influence but not fully control)
- Performance goals — more specific, such as getting a promotion or resolving an issue with a colleague
Your focus can shift from session to session. We follow the energy — wherever it seems most useful or urgent to go.
Modular and Flexible
The materials are modular, which means we can build a program tailored to your specific needs.
As with General Coaching, we start by setting clear goals. These goals are usually more focused — always linked to customer-facing work.
Who This Coaching Is For
This type of coaching is ideal for roles that involve direct customer interaction, such as:
• Executives
• Product Managers
• Applications and Consulting Engineers
• Sales Professionals
• Marketing Teams
Of course, this list isn’t exhaustive. In SMEs (Small and Medium-Sized Enterprises) especially, many roles involve some degree of customer contact and, in bigger companies, you often have important customers inside.
What Makes This Coaching Effective
The use of pre-existing support materials makes these coaching sessions especially productive. However, this also means:
- You’ll need to be committed to doing some learning between sessions
Aside from that, the coaching sessions feel just like General Coaching. Andrew will listen closely and help you find practical ways to move forward — wherever you feel stuck.
Examples
Here are examples of professional profiles that I regularly encounter ….
Executives & Program Managers
The ability to reason at multiple levels of abstraction – at one moment down in the trenches dealing with an emergency, the next in a C-level meeting to decide on investments for the coming years – requires great mental flexibility.
Our experience in running small businesses combined with many years with C-level people in multiple contexts (technical sales and support, coaching, mentoring, training) gives us a deep appreciation of these roles.
Team Leaders
Keeping the team happy and productive is a big responsibility. Balancing the interests of people both inside and outside of that team is key to success. The ability to coach and teach is also high on the list of necessary qualities.
We have experience in running both development and field teams, in both the hardware and software sides of the semiconductor industry. In addition, we have ongoing coaching work with practicing and aspiring leaders all over the world.
Customer-Facing Engineers
Applications, Sales, Marketing and Consulting Engineers have exciting, customer-facing roles.
However, they often have to fix problems for which crucial factors are outside of their direct control. Being able to influence the decisions of both customers and colleagues is therefore a critical skill. Coping with difficult conversations also!
ICONDA Solutions is an authority on customer-facing work. Andy Betts, the CEO, is currently active in technical sales (for Siemens EDA and Galaxy Semiconductor in S Europe), has a long background in Applications Engineering and has been teaching these subjects for 12 years+.
Developers & Product Engineers
The expertise of technology professionals responsible for development and production is seen through the result of their work, be it machinery, vehicles, hardware, software, drugs, vaccines, information, logistics, … the list is endless.
In these somewhat hidden roles, it’s key to balance speed, quality and cost. However, there is invariably pressure to deliver fast, best and cheap, all at once!
Managing the resulting tensions can be a challenge, as we well understand.
Andy Betts worked in hardware design and verification for about 10 years and he is in constant touch with engineers in these roles.
Organisations
Next steps
- Programs are defined by their maximum duration and number of cycles
- A typical program has 12 cycles over 6 months
- A cycle consists of a 45-minute session plus any assigned work
- Schedules, learning resources, etc. are managed through a Learning Management System
- Please complete the form below in order to obtain a quotation
The First Step Is Easy
We just need to talk