Finding the Coach that is Right for You
What is a professional coach?
Short answer: A coach is someone who helps you make decisions about what to do next.
Wordy answer: A professional coach works with clients either individually or in group settings to assist in the client’s personal development. Coaches use a variety of tools to accomplish their work (1:1 sessions, assigned readings and homework, skills assessments). The coach is responsible for being an objective accountability partner who asks thought-provoking questions and helps provide client-driven accountability.
Who needs a coach?
Everyone – at some point in their life – needs a coach. If there is someone you “always” talk about work with, they may be the person you are casually using in this capacity. (Remember that the people in your life are not objective and sometimes they may not say the hard things.) But when is it the “right time” for formal coaching? To riff on an adage, coaching is useful in three ways in a professional’s life – for a Reason, for a Season, and for a Role
“For a reason” folks turn to coaches with very specific goals in mind. Maybe they have just been given a new project or a new department. Maybe they are nearing a transition in their career and need to decide which direction to choose. Maybe they have been given some feedback that they have professional skills or behavior they need to grow. My job with these clients is to help them outline their goals, break them into manageable parts, execute the plan and assess results for ongoing refinement.
People who are clients “for a season” yearn for something professionally. Often these clients are satisfied with their work but want to learn more about themselves or develop new skills as a life-long learner. My job with these clients is to help them identify areas of exploration, stimulate their growth and help as they find ways to experiment and implement their new skills and ideas. I sometimes have clients who have both a specific task they want to tame (“for a reason”) and who also have hit a plateau professionally and want to go deeper in their skills.
Executives who have a limited “referent group” – a group of close peers who have similar expertise and levels of responsibility – benefit from having a coach “for their role.” In my practice, these folks use our time to noodle out sticky situations and to dream big dreams for their organization. My job with them is to be a thought partner – to ask provocative questions, to be both the cheerleader and the devil’s advocate and to help them seek out resources for their projects. Clients who are in challenging political positions appreciate having someone outside the organization with whom they can be candid about their challenges.
What kind of financial investments should I expect to make for a coach?
Expectations about investment should be discussed with your coach in your first conversation. Rates for coaches vary by industry, by specialty and by coaching practice. Generally, you’ll find that coaches who specialize in industries with more competitive salaries are the highest. In 2023, a well-respected survey of coaches reported that the average rate in North America is around $250 per session, but many coaches use a flat package rate rather than an hourly fee – it all depends on the circumstances for the client and services of the coach.
What do I look for in a professional coach?
Finding a few referral names is one thing, but evaluating the folks is a different ballgame.
Knowing how a coach is qualified and trained can be confusing. One of the most important is a coach’s certification by a coaching association. These certifications identify the coach as having passed a standardized examination, completed many hours of in-seat training, and having completed significant numbers of hours of paid professional coaching. Be sure to ask questions – some folks have done a training program, but are not certified by an association. All coach candidates should be able to present their training bona fides from an accredited coach training program. For example, I hold a PCC level of certification, which indicates that I have hundreds of hours of paid coaching under my belt, as well as having completed hundreds of hours of accredited training.
Personally, I think it also matters what previous professional experiences the coach has had. Coaches are typically people who are second-career; in this case, seniority has its advantages. It’s important that your coach fundamentally understands the pressures of your position. (For example, if you are an executive leader, you want a coach who has lived a bit in the hot seat, because they know what it feels like.). That’s not to say that only someone who has been in your industry can understand your needs – but look for a coach who has lived knowledge of the kinds of topics you’ll be exploring. You want your coach to have enough understanding of your work that they can jump into conversations without too much background explanation.
When evaluating fit, certainly assess the personality match with the coach. Fit is more than great interpersonal style though, and you will need to do some research. Fit speaks to the overall model of the coaching experience as well – frequency of sessions, methodology of session format, location for meeting.
The bottom line...
What matters most is that you trust the coach as your partner and have clear expectations between you regarding the work you’ll do. Look for someone whose training and expertise you find credible. Most of all, be sure you feel like you can be yourself with them – you’ll be talking about stuff that really matters to you!
