Coaching has become a transformative tool for individuals worldwide, to reach new professional heights, lead more effectively, and align personal goals with organisational objectives.
I’m excited to share what I have learnt from 100+ hours of training, webinars, workshops and conversations about coaching.
What this article will cover:
- What is Coaching?
- Why engage with coaching?
- Where to look for a coach?
- How to choose a coach?
- Outcomes of coaching: Is it worth it?
- Coaching packages & pricing
- The coaching process: what to expect
- Getting the most value from coaching
What is Coaching?
International Coach Federation (ICF) defines coaching as partnering with clients in a thought-provoking and creative process that inspires them to maximise their personal and professional potential.
In similar fashion, coaching is a collaborative partnership between a coach and an individual, designed to help individuals develop self-awareness, clarify goals, achieve their development objectives, and unlock their potential.
Marshall Goldsmith, a leading figure in executive coaching, said, coaching “isn’t about making leaders better at their jobs; it’s about making them better at being human” — developing skills like empathy, resilience, and adaptability.
Coaching is unlike therapy, mentoring, and training. Therapy is a medical intervention to resolve mental or emotional issues an individual has that impedes them from living their day to day life. Mentoring is a more experienced mentor giving advice from their experience or imparting a skillset to the inexperienced mentee. Mentees typically seek mentors who have “been there, done that” similar experiences. Training is a teaching or imparting the skill or knowledge to an individual, with the goal to learn a new skill or knowledge.
Why Engage in Coaching?
The need for a coach typically arises in either a “push” or a “pull”.
PUSH – A sense of being “stuck” and doing nothing is causing you “pain”.
PULL – A desire to accelerate personal and professional growth or attain a goal.
Feeling “stuck” could be you hitting a career plateau:
You’ve achieved a level of success, but now you’re unsure how to reach the next rung on the ladder. A coach can help you identify your strengths, clarify your goals, and create a strategic plan to achieve your aspirations.
It could be you trying to achieving Work-Life Balance: Coaching can help you clarify your personal values and align them with your career.
Or, it could be a leadership challenge: managing diverse teams to driving results. A coach can help you build the skills necessary to overcome these obstacles with confidence.
Desiring growth could be overcoming self-doubt, seeking a promotion in your career, or a specific area of professional development such as leadership, communication, etc.
Attaining your goals could be starting a business, retiring early, etc.
Where to look for a Coach?
Referrals – Ask your friend or a colleague. More than half the coaches I spoke to said their clients came mainly through referrals. Similarly, half the clients that reached out said they were referred to by their friend, who was a previous client.
Coaching platforms – Platforms like ICF, BetterUp, CoachFellas curate a directory of professional coaches where you can read a coach’s profile and compare coaches. CoachFellas is positioned to be a trusted platform for engaging a coach with verified user reviews of coaches.
Company benefits – Your organisation might already have coaching resources internally, whether it is an internal coach, or they have engaged a coaching service, this could be a quick way for you to get access to a coach.
How to Choose a Coach?
The way to find the “right” coach is to have a conversation with the coach. The coach-client relationship is deeply personal, yet very professional. You have to feel safe sharing your concerns and challenges. Trust and rapport between the coach and client is essential for a successful coaching experience.
With this in mind, there are a few criteria we can use to help us narrow our search of the “right” coach.
Coaching Style and Approach
Coaches have different methods, from performance coaching (goals-oriented coaching) to neurolinguistic programming to ontological coaching (you-focused coaching which includes your language, emotions and body). Depending on your objective and your personality, different approaches might work better. Schedule a discovery call (usually free) to understand their approach and determine if it aligns with your needs.
Specialisations
Some coaches specialise in specific areas, such as career transitions, emotional intelligence, business growth, or strategic leadership. If you have a particular focus, look for a coach with a track record in that area.
Testimonials and Track Record
Request testimonials or case studies. Hearing how others have benefited from their coaching can offer valuable insight.
Credentials
While we often think that credentials are the most important criteria, most clients claim to have choose a coach based on their rapport with the coach and not based on credentials. If credentials are important to you (likely for organisations) look for a coach with recognised qualifications from bodies like the International Coach Federation (ICF) or the European Mentoring and Coaching Council (EMCC).
Other criteria includes country of origin, language, geography for practical and logistical reasons including if you would prefer a face-to-face meeting, and managing timezones.
Outcomes of Coaching: Is it Worth it?
To be clear, an executive coach can’t make you do anything that you do not want to, hence, the results and rewards of executive coaching is literally in your hands.
The tangible benefits of coaching are many, here are a few:
Career Advancement: Coaching can help individuals clarify their career goals, develop a strategic plan, and acquire the skills and confidence needed to achieve those goals. This can lead to promotions, new opportunities, and increased earning potential.
Improved Relationships: By enhancing communication skills and emotional intelligence, coaching helps individuals build stronger and more fulfilling relationships with colleagues, family, and friends.
Increased Productivity and Performance: Coaching helps individuals identify and overcome obstacles to productivity, leading to improved time management, focus, and overall performance.
Starting a Venture: For aspiring entrepreneurs, coaching provides support in developing a business plan, building a strong team, and navigating the challenges of launching a new venture.
Enhanced Leadership Skills: Coaching helps individuals develop essential leadership qualities such as effective communication, strategic thinking, decision-making, and team building. This can lead to greater influence, improved team performance, and organisational success.
Work-Life Balance: Coaching can help individuals prioritise their personal and professional goals, leading to a more balanced and fulfilling life.
Beyond tangible benefits, effective executive coaching causes internal shifts and enhanced self-awareness, leading to a more fulfilling and impactful life.
Increased Self-Awareness: Coaching helps individuals understand their strengths, weaknesses, values, beliefs, and motivations. This deeper understanding allows for better decision-making, improved relationships, and increased self-confidence.
Enhanced Emotional Intelligence: Coaches guide clients to recognize, understand, and manage their emotions effectively. This leads to improved communication, stronger relationships, and greater empathy.
Greater Resilience: Coaching equips individuals with the tools and strategies to navigate challenges, setbacks, and stress with greater resilience and adaptability.
Improved Mental Well-being: By addressing limiting beliefs and fostering a growth mindset, coaching can contribute to reduced stress, increased self-esteem, and a greater sense of purpose.
Enhanced Self-Confidence: As individuals gain clarity about their values and strengths, and achieve their goals, their self-confidence naturally grows.
Coaching Packages & Pricing
There are typically 3 ways you may engage with a coach:
Fixed Coaching Package – A fixed number of sessions, typically 3, 5, 10 sessions, over a period of time (3, 6, 12 months) for a pre-paid fixed fee.
On-going Coaching Package – An on-going scheduled coaching session, typically bi-weekly or monthly, over a period of time for a monthly fee.
As part of the package, our coach might also offer additional support through messaging or laser coaching sessions (15 minutes) on an ad-hoc basis.
One-off Coaching Session – Least common form of coaching, typically you would be a previous client of the coach and the offer is to reach out for coaching support when the situation arises.
Coaches typically charge hourly rates, however, packaged pricing are becoming mainstream.
Hourly rates – ranges from $100 – $300 per hour (self-paid) to $300 – $5,000 per hour (company sponsored, depending on seniority).
Dollar amounts are in US dollars.
The Coaching Process: What to Expect
The coaching process varies with each coach, but here are the broad steps they would typically take.
Discovery call – The coaching journey often begins with a discovery call, a complimentary session to ensure a strong fit. This initial conversation allows both you and the coach to explore your goals, challenges, and what you aim to gain from coaching. The coach will outline their methodology and practical details like scheduling and expectations. By the end of this call, you’ll have clarity on whether this coach feels like the right partner for you.
Initial assessment – Once you decide to proceed, some coaches may use assessments like 360-degree feedback, MBTI, or DISC profiles to get a well-rounded understanding of your strengths, areas for growth, and long-term goals. These tools set a foundation for targeted, effective coaching conversations.
Coaching session – Coaching sessions are typically 45 to 60 minutes, where each session hones in on a specific goal or challenge. During these conversations, the coach works with you to clarify your objectives, design actionable steps, and identify success metrics. Expect consistent, insightful feedback aimed at breaking through limiting beliefs and mindsets that may be holding you back.
Ongoing Reflection and Feedback – Throughout the process, continuous feedback and reflection sessions allow you to deepen self-awareness and address potential root causes—such as early-life patterns influencing current goals. This layer of self-understanding helps unlock sustainable, lasting change.
Getting the Most Value from Coaching
The coach doesn’t create change for you – YOU do.
Be open and curious – Stay open-minded as your coach guides you through areas of growth that you may not have considered. Curiosity paves the way to deep insights and real change.
Be committed to growth and change – Some people like to be “stuck”. Growth requires commitment, even when it’s uncomfortable. Embrace accountability and be prepared to move beyond your comfort zone.
Prepare for your sessions – Each session is more productive when you come prepared with a specific goal or challenge. Define what you want from each session to stay focused on building the life you envision.
Communicate with your coach – Coaching is collaborative, so let your coach know what’s working and what isn’t. Your honest feedback shapes the process and drives results.
Have a sense of humour – Growth can be challenging. A light-hearted approach makes it easier to navigate tough moments and appreciate each small victory.
Make time for YOU – Prioritise your own well-being. Self-investment is essential, especially when juggling life’s many demands. Remember, taking time for yourself empowers all other areas of life.
Hope these insights give you a better sense of coaching and you feel empowered to take that step towards building the life you envision.
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