How to choose a coach?
Why is it so hard to find a good coach?
Coaching is an unregulated profession in most countries. There's nothing to stop anyone from saying they're a coach.
That, unfortunately, also means many cowboys and mavericks.
And I've been burnt many times, too. I've attended webinars from other coaches that didn't match expectations (aka, it turned into an unexpected sales pitch). I've been asked by a business coach once whether I think I'm "worth the money", i.e. suggesting I might have a money mindset problem if I don't sign up. And I've seen exorbitant prices for very little content.
Maybe you can relate? If so, I'm sorry you had an unprofessional coaching experience in the past. We're not all like that.
If you don't, I hope this means you haven't experienced unethical practices in coaching. I encourage you to read this anyway to find out how to choose a coach that works for you.
I've become a coach because I've benefited considerably from coaching. I see the results that my clients achieve. Coaching can be a stepping stone to unblock an area of your working life and open a new path.
But no one told me how to pick the right coach.
So, what advice can I give you to choose the right coach?
In this blog post, I'll explain:
The 5 red flags that you should be aware of before choosing any coach;
The 7 questions I use(d) to select my coaches; and
My answers to these questions.
Watch out for these 5 red flags when choosing a coach
Specific marketing tactics are manipulative. Every industry has its cowboys, and coaching is no exception. But by knowing the red flags, you can spot them quickly and decide against a coach that deploys them.
Here are my top red flags to watch out for:
Pressures you when making a buying decision.
This might look like a countdown timer on a website, the pressure to decide on a call or a hard deadline to decide on an offer. The problem with this tactic is that it creates a sense of urgency and anxiety. If you don't sign up now, you might not get this deal at this price.
Of course, there's a space for deadlines, e.g. if a coach knows he can only take a few more clients within a specific timeframe. But this can be communicated openly and transparently, without pressure or urgency.
Can't outline their coaching education/qualification other than "life experience".
Because coaching is an unregulated profession, there are a lot of coaches who call themselves coaches through their "life experience". They haven't undertaken any form of coach training and don't understand their scope of practice and duty of care to their clients.
You should at least be aware of what, if any, formal education the coach has so that you can choose wisely.
Promises "get rich quick" schemes or results that apply to 'everyone'.
A good coach listens to your situation and individual circumstances and then gives their point of view and recommendations based on their cumulative coaching, training and lived experience. You can then decide whether that solution is a good fit for you.
There is no one solution to a problem, and claiming that there is creates a sense of lack and loss aversion.
Their coaching services have no clear endpoint or specific purpose.
Coaching is a solution-oriented and goal-oriented process.
A good coach works with you to set a goal for the coaching partnership and then works with you to achieve this goal.
Coaching is about developing self-sufficiency and agency in the client (and not dependency). Be careful of fuzzy or unclear coaching programmes.
No cancellation policy in the contract.
In exceptional circumstances, you might realise that the coach is not a fit after all, or the coach might realise that he cannot meet all your needs. In these cases, both parties, like in any high-quality service provision, should be able to conclude the coaching relationship early. The policy details might vary, but I recommend reviewing the contract to see the cancellation policy.
7 questions to ask so you find a good coach for you
I always recommend you do your due diligence on any coach you work with.
Some answers to questions you'll find on their website or other social media profiles. Others you have to ask in an introductory call as it is about chemistry and how you feel in the coaches' presence. You can book an intro call with me here.
Here is my checklist of how I select my coaches.
1. Is the coach professionally trained?
Coaching is an unregulated profession in most countries.
However, there are professional associations that set standards (e.g. coaching competencies, ethical guidelines, and further education).
The biggest ones include: The International Coach Federation, The Association for Coaching; and The European Mentoring and Coaching Council.
2. What tools/approaches do they bring?
Most coaches, including me, continuously train and add to their qualifications with speciality training.
Every coach has a unique approach and philosophy to their coaching.
Ask them about their approach/philosophy to coaching and see if this resonates.
3. Does the coach take time to understand you and your challenges?
Coaching is not supposed to be cookie-cutter. The coach's job is to get to know you.
The first indication: Can you have an intro call with them?
And then: Do they ask you questions? Because questions are a coach's most important tool.
4. Do you feel seen, heard, and understood? And do you feel safe in their presence?
Coaching is a space where you can (and should allowed to) be fully yourself, showing every side of you. Your emotions, anger, frustration, irritation .. you name it. For that, you must feel safe in the presence of your coach.
The best way to find out is to talk to the coach.
5. Is the coach keeping an eye on the goal?
A good coach works in a goal-oriented manner and in partnership with you. If you drift off as a client, it's the coach's job to bring you back on track.
Coaching is about self-sufficiency, not dependency. Do you get a sense that the coaching arrangement has an endpoint?
6. Does the coach know their limits?
Every coach must know the professional limits and understand the difference between coaching and therapy.
7. What does your intuition say?
There are many great coaches out there. In the end, the chemistry between you two should be right. Trust your gut feeling.
What about me in this context?
I encourage you to browse this website, especially my background and coaching approach.
About my training:
I've undergone a 125-hour certified professional coach training programme (view my credential badge).
I am accredited with the International Coach Federation (view my accreditation badge).
My further qualifications include: Strengths Profile; Mental Fitness (Positive Intelligence) ; IcEDGE intercultural communication; Intuition and Embodied intelligence.
I offer a free, no-sales discovery call where we talk about your challenges. You can ask me any questions about my coaching and my coaching approach.
I follow the International Coach Federation's code of ethics in all my coaching relationships. Some critical areas of the code:
It highlights my professional responsibility towards my clients, including confidentiality, and information storage provisions, and any party can terminate the coaching relationship.
It outlines behaviours and practices such as ongoing personal and professional development and being upfront about limitations that might show up regarding my coaching performance.
It asks for a high professionalism standard, including being accurate and honest about one's qualifications and the value and boundaries of coaching.
While there are cowboys in the coaching industry, with a bit of discernment and due diligence, I'm confident you'll find the right coach.
Book a 45 min discovery call to discuss how coaching can support you. We’ll discuss your biggest challenge, what overcoming this might look like and if my coaching is a good fit—no strings attached.
