1. Always Hire a Coach Who Is Certified
By definition, a certified coach is an individual who is ethically bound to support you following rigorous professional standards. Certification requires extensive training and examinations (written and oral). This obligation eliminates approaches that do not produce results. Certification also makes the coach’s work with you more trustworthy. The primary certifying body for professional coaches is the International Coach Federation. Wellness and health coaches are certified by the National Board for Health and Wellness Coaching.
2. Don't Choose a Coach with the Wrong “Niche”
Some coaches specialize in specific areas, such as wellness, life, parenting, leadership, diversity, career, and women professionals. Many coaches leverage longstanding careers in certain industries, and many come with backgrounds in counseling and social work. Some are well-suited for young professionals while others are best suited for senior executives. It is important to understand a coach’s strengths and weaknesses before you make a commitment. Unless you are looking for a mentor, it is not at all necessary to limit your choices to coaches with a ‘niche’. The coaching process opens new horizons. An expert coach with amazing results does not need to have a niche area.
3. Don't Hire the First Coach You Meet
It may be tempting to hire the coach who shares your background, is closest to your home or work, or is the one with a polished website. Take your time to hire your coach. Interview at least two to three coaches before deciding on the best match for you (it is also called an 'intake' call). The call is usually free and lasts about 30 minutes.
4. Don't Pick a Coach Who Sells You on Their “Recipe for Success”
Each coach has a unique style and carries out the engagement differently. Some coaches give you assignments or homework. Others use assessments. No matter the approach, your circumstances are uniquely yours. A certified coach is responsive to the individuality of their clients, and applies a wide range of skills in order to bring their clients forward while respecting their clients' contexts. Remember that coaching is quite different from training. A coach who pushes their “recipe for success” or gives you answers is a red flag; it may sound attractive at first, but chances are this coach is not going to help you see results that are fulfilling and sustainable in the long run.
5. Always Ask About Credentials
To provide professional coaching, certified coaches are required to pass rigorous written and oral examinations after training with often accredited programs. It takes about 18-months to two years to complete this process. Also, there are differences between coaching certification and certification to use assessments like MBTI© and many others. Ask your coach about their credentials, tests, and any other professional licenses or degrees. Certified coaches by the International Coaching Federation (ICF) receive certifications in 3 levels: Associate Certified Coach (ACC), Professional Certified Coach (PCC), and Master Certified Coach (MCC).
6. Know Who You are Hiring: Private Practice vs. Company-based Coaches
Coaches who have a private practice usually setup a per engagement rate (for a certain number of sessions over a specific period of time). Some private practitioners charge a rate per session to which they add any costs of assessments. There are also coaches who practice under the umbrella of a coaching firm or company. Your payment to them is made to that entity and not directly to the coach; the coach gets a percentage of it, which varies widely depending on the size of the company and their business model. A standard of practice in the coaching industry is to make the profiles of coaches public and available to prospective clients. Don't hire a coach through a company that doesn’t give you an opportunity to select and meet your coach ahead of your commitment.
7. Ask for a First “No-Strings Attached” Session
You may have access to many coaches in your town, via your networks of friends and colleagues or through your employer. After you have identified a few potential coaches, and had an interview/intake call with them, now is time to make your selection. Do your due diligence to verify that you and the coach are a good match. If you aren't sure, ask for a “no strings attached” session. Some coaches may offer it free of charge for long-term engagements. Others will offer it to you at an hourly rate. If you are a first timer, a 'no strings attached' session is a great way to experience coaching and see if it meets your needs.
8. Internal vs. External Coaches
Many large companies have internal certified coaches available to their employees, often through Talent Management or Talent Development/ Human Resources. Many studies show that internal coaches are favored because of their familiarity, if not deep knowledge, of the work context of their clients. But always clarify the boundaries of confidentiality when you interview with an internal coach. External coaches, on the other hand, can feel ‘safer’ for many clients, particularly those in toxic environments or those who are contemplating a transition. External coaches are incredibly valuable but may have deficits in appreciating their clients contexts. Another consideration in making this choice is that internal coaches are often free of charge or are heavily subsidized in their rates. Both types of certified coaches follow the same standards in their provision of services, so go with the coach that you find yourself most comfortable with, who is affordable to you, and who is available to commit to you.
Remember that coaching is an important experience that helps clarify, anchor and support. Many friends, family members and colleagues provide coaching-like support. However, the rigor of practice by a certified coach is critical for successful long-term outcomes.
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