How to choose a coach

Before we get into this topic, it's important to distinguish between "how to choose coaching" and "how to choose a coach". Those two questions are not the same, indeed resolving the answer to the first question is a required precursor to the second. This article presumes that you have already considered the first question and have decided that coaching is the type of intervention you want to use in order to help you reach your desired "future state". That future state might be the solution to a problem, a goal you want to achieve, an improvement you want to make....

So, having made the decision to seek coaching as a way to help you reach your desired future state, it's then a matter of selecting your coach.

If the organisation for which you work will be funding the coaching, it's likely that you'll be presented with a pre-selected shortlist of potential coaches from either an internal coach pool or external coaches with whom your organisation has agreed rates/agreements.

However, if you're self-funding, then potentially every available coach on the planet could be within scope for your selection. Where to start? Try asking yourself these 4 questions in this order:-

1. Clarify your budget

   Critical question: "How much can I spend on coaching?"

Begin by working out how much money you can - or want to - invest in being coached. As with much in life, the quantity and quality of what you can get is very closely linked with price. It's not a direct relationship though. "Free" does not necessarily equate to "rubbish" nor does spending large amounts of your cash guarantee you'll get a great coaching experience. But it is important to take time to think what you have available to spend, because that's the biggest and easiest first step to narrow-down your list of available coaching interventions. If money is tight, phone apps and free AI tools may well give you a very helpful steer.

When we're out on the high street or shopping online for products there is a "sweet spot" in the cost/quality equation beyond which you are paying more simply for a brand or name, rather than getting better quality. Similar is true in finding a coach. That sweet spot is likely to be different for different people, so continue reading this article to help you.....

2. Clarify your expectations of coaching

   Critical question: "Do I expect my coach to know my technical field/have experience with my coaching topic?"

Once you know what you're planning to spend, the next step in narrowing down your choice of available coaches is to think carefully about what you're expecting from the coaching intervention - are you looking for a coaching who "knows" your topic/field or not.

The reason this question is so important is that "coaching" means different things to different people.

If your chosen coach holds an accreditation in coaching with a professional body such as the ICF (International Coaching Federation), they are likely to define coaching in its purest form. This keeps the coach alongside the coachee on a parallel path as the coachee explores their topic. Unless requested, the coach will not step into the coachee's topic, so there is no offering of suggested solutions, for example. The coach remains outside the technical topic on which the coachee is working since the premise is that the coachee already holds all the resources they need, the coach is there to unlock them. In this case, you will not need to bother about whether your potential choice of coach is qualified/experienced in your topic. In this case, you can focus purely on evidence of their coaching qualifications/experience.

Many coachees however expect - want - some input from the coach relating to the coachee's technical field. Some call this "mentoring" but whatever we call it, this style of coaching involves the coach stepping into the coachee's topic at appropriate points, rather than maintaining the parallel path of pure coaching. If you are looking for your coach to make suggestions relating to your field/topic then it will of course be important that your coach has qualifications and/or experience in your field or relevant to your topic. For example, if you're looking for input from a coach to help you with how to be more effective in your leadership, you're likely to look for a coach who has experience in being a leader themselves, or has trained others in leadership, or holds a leadership qualification (or all of these!).

It will be important for you to tell your chosen coach what level of involvement in your topic you expect them to have - all good coaches will ask this in your initial discovery or "chemistry" session.

3. Clarify what qualities you're looking for in your coach

Critical Question: What type of working relationship do you want with your coach?

The working relationship you form with your coach will be crucial to whether coaching is successful for you or not. Do you want the critical friend? The challenging guide? The supportive soother? For them to be direct or indirect? Bold or cautious?

Some people want from their coach something which is missing in the rest of their lives. Perhaps they feel surrounded by "yes" people and want their coach to bring challenging, direct and probing questions to their life. Others might want the exact reverse.

There is no right or wrong here, but when choosing your coach imagine you are having coaching conversations with them and see if you feel they will bring the type of interpersonal dynamic to your coaching relationship that you're looking for. This is another good use of the initial trial/discovery/chemistry session. Talk to the coach about their approach, try them out on a few sample interactions and see how well they "fit" for you.

4. Clarify the practicalities

Critical Questions: What day/time will I want to be coached? How will I connect with my coach? How often will I want coaching?

Perhaps you don't have time during the working day for coaching and you need a coach who works evenings or weekends in your timezone. No point in finding the perfect coach who simply doesn't work at the times you need them. In our wonderfully connected world, having a coach geographically close to you is no longer a prerequisite but if you're in the UK and your coach is in Australia, that's likely to bring an enforced restriction on times when you can be coached.

Maybe you prefer face to face coaching and will want to sit in the same room as a your coach - being clear on this during your search for a coach will be important as it's going to reduce the available pool.

Consider also your preferred cadence for your coaching sessions. This may well change over time but considering it during your initial coach search will again help you to narrow down your short list. If you want a coaching session each week that may well be more challenging for coaches who are very busy (at least in the short term) than if you want one session every month. Again, no rights or wrongs here, the aim is just to be clear with yourself to aid coach selection.

And to close, don't forget that all reputable coaches should be comfortable with you raising your hand at any time and saying "you know what, actually it's time for me to try a different coach now". If you get part way through a coaching relationship and realise your choice wasn't optimal after all, just say and move to a different coach. A good coach will always be keen to know you are receiving the coaching you need and which is right for you.