How To Hire A Coach: Recognizing a Good Coach VS a Charlatan
Hiring a coach - for business, relationships, teams, leadership, and life in general is a tricky business. And a lot can go wrong. E.g. there are many black sheep on the market, charlatans, and frauds.
Here are 10 things that matter when you are hiring a coach, three that don't, and my suggestion on how to hire a coach for you, your team, or your business.
10 Things That Matter to Spot a Fraud vs a Pro
1. Promise or even guarantee of a certain result. Within the shortest possible time. Serious coaches don't do that. They point out that the client owns their successes in the coaching process. They do not promise "magic" solutions that are guaranteed to work.
2. Penetrative sales and pressure. A "no" is not accepted
As a potential client, you are bombarded with advertising, and tons of unwanted calls until you threaten legal consequences or involve a lawyer. There is only interest in a transaction, not in a person or professional relationship.
With serious coaches, it is the other way around. The client and the #relationship come first. A "no" is respected and accepted. (Some clients are not ready yet, for others - working with another coach will serve them better, and sometimes coaching is not the right "answer" to the challenge at all).
By the way, other coaches I work together within my Mastermind or individually learn to sell without selling and to focus on service.
3. No opportunity to have a free, no-obligation conversation and get your own impression of the quality of the services.
First comes a sales talk, if at all, then you have to pay. Preferably completely for the whole package in advance. If the "package" does not fit, it's the customers' problem.
With credible coaches, on the other hand, you have one or even several free initial meetings, and you get a short or sometimes a longer coaching demo and a good impression of whether the collaboration makes sense.
4. No customization: Standard packages, standard process with no wiggle room, a standard set of questions, a script, or something similar - over and over again. Sometimes with as many videos, automation modules, and chatbots as possible. Whether this fits your needs is not important, but it's very cost-effective and scalable.
Serious coaches, on the other hand, offer customized coaching. Even if a program is in play, this program or package is tailored to the client, their needs, and individual situation. Changes can be made at any time. The client remains "in the driver's seat" at all times and determines what happens in the session. Each conversation is individual. The client can end the relationship at any time.
5. No Integrity
One example is fake reviews that include incredible success stories. "After only two sessions I was able to increase my income tenfold, absolutely insane!" Something that sounds too good to be true probably is.
Reputable coaches value integrity and ethical standards. Many join recognized associations, e.g. ICF and EMCC, follow their ethics guidelines and seek help in difficult situations, e.g. when an ethical dilemma arises.
Is an accreditaion or a credential it a must?
No, there are many truly great coaches without accreditation and credentials, and some with credentials who are not honoring the ethical standards, e.g. confidentiality. A credential is like a driver's license, it does not guarantee that the driver is great or can drive a Formula 1 car.
6. No professional training or significant coaching experience.
In my opinion, the best coaches on the market value excellent training and/or are experienced and never stop learning.
7. No Transparency
About the process, what to expect, what is required from you as a client, cancellation, and refunds, and how and when the coaching agreement or engagement begins and ends. And instead of transparency, you will have some surprises. Serious coaches are being transparent and honest with you.
8. No Passion for the Profession
Only focusing on making money. If your potential coach is willing to take time, to truly listen to you, without being pushy to sell you anything. Some of us judge the book by the cover and e.g. only check the website, many coaches are just not great at marketing themselves, so the websites are - usually not great as well. Take your time for some personal conversations. Get to know them. And see what happens. And you will see if the person is still passionate about the profession. Or if they only care about money.
9. No Continuous Professional Education
In your first call, ask how they are keeping their saw sharp and continue their professional education. What do they do to offer the best possible level of service? And different professionals do it differently. Some enroll in universities and schools despite having a good running practice. Others join retreats and do spiritual work. Others invest in training and additional qualifications. Many even have a budget for this which leads us to the last, somewhat controversial topic:
10. Not Investing in Coaching as a Client
In your call, ask what your coach is working on at the time professionally and personally. And if the person is investing in coaching. Ask for their budget for that. Many coaches on the market will react weirdly. Because many don't invest enough or invest at all, and never hire a coach.
And because they are uncomfortable talking openly about that, and think that the coach should be an absolute authority for the client, the clients should behave. Unless you are looking for a "coach" who will tell you what to do, in this case, you are looking for consulting and advisory and not coaching.
Professional coaches invest in themselves. They are constantly working on themselves. And I believe that some of the best on the market are always being coached and/or do other types of inner work. Coaching was and is my biggest catalyst and amplifier of useful change.
3 Things People Look For - That Does Not Matter
Similarity. Something common in the background, the age, the gender, the looks, the geography, etc. Because we tend to like similar people. And we tend to trust them more. We are biased. I encourage you to experience a conversation with this person first and then and only then to decide. Make a list and set up some calls.
Experience in your industry, specific field, some niche, or even your type of product. If you were to hire a consultant, a mentor, or a trainer - it makes sense. Not for a coach. Because as coaches we deal with human nature, communication, relationships, powerful action that leads to success, psychology, and other human topics. And there is a HUGE plus in the not knowing stance.
Experience in coaching is more difficult. Because many people often get better with experience (especially when people paid for years and years to be coached by the person). And there are some exceptions to this as well! E.g. doing something for 20 years can also mean doing it "wrong" for 20 years. And some coaches - some people will say many - reach a plateau and stop, basically doing the same over and over.
How good is the website or the Social Media of the coach, how many followers, and so on? It tells you exactly ZERO about the quality of the services of this coach. There is no correlation between the visibility and the quality of service. And yes, some coaches are legendary, but I am sure we are not talking about them because you would not read this.
Bonus:
The price you are paying for coaching might or might not be an indication. Some good coaches ask for very reasonable fees. Some excellent coaches have high fees and working with them is worth every penny. And there are enough frauds who ask for a lot of money as well.
The client is - always - responsible for creating a return on your investment in coaching. Similar to a professional trainer or a fitness coach, your coach is not doing the reps for you, not sweating for you, and if you expect to get a six-pack magically, my invitation for you is to challenge your expectations.
HOW TO HIRE A COACH
1) First, answer this questions:
1) Why do you want to hire a coach? What do you hope to create or change while working with a coach? What is important for you? Write it down. Be specific about your desired outcomes, and what you want to create and change.
I) Am I willing to invest in myself? Hiring a professional coach will cost you money, especially if it is someone who is experienced and has good running practice (and even a waiting list). Are you willing and ready to create a return on this investment? This leads us to...
II) Is it the right time for you to do the work? Are you willing to do the work? Because the results of your work will depend not only on scheduling coaching conversations, showing up, and having great coaching but also on the work that you do in between sessions.
2) Do your research, and ask people you trust for recommendations. And make a list of candidates.
3) Schedule calls with them. Experience a conversation with them. Ask some questions. See what happens. And then decide. Don’t rush. And trust your gut!
Any questions? Send me a message.
BONUS: A RESOURCE
If you would like an audio I have called "Why Would I Hire A Coach" just send me a message - and I'll send it to you at no charge. It's by a gentleman called Steve Chandler who has been referred to as the Godfather of coaching and is excellent listening for anyone wanting to hire a coach.
Disclaimer:
The author of this post is a full-time Coach, and an accredited member of the International Coaching Federation (ICF) and European Mentoring and Coaching Council (EMCC).
Photo by Jon Tyson, Unsplash