subject: Winning Edge - How to choose a coach [print this page] Winning Edge - How to choose a coach Winning Edge - How to choose a coach
How to choose the right approach and coach for your needs:
want your team to be coached. You want to get results but also have some doubts. If you are in sales and marketing, how do you go about choosing the right approach and coach for your needs?
You may have read that the coaching process can make a major difference to the performance of both teams and individuals. You may have heard extra-ordinary claims about the effectiveness of coaching. Perhaps you believe that some of them sound too good to be true. Maybe you believe only the lucky few get real benefits from coaching. If you do, I can understand your feeling sceptic. If I told you that many clients approach coaching from that place, and in my experience, they are often the ones who do best, you may be surprised.
None the less, if you would like some reassurance, or equally important some hard statistics to convince your boss that coaching is not some crazy idea, there are numerous independent studies which show that coaching is hugely cost effective.*
There is masses of anecdotal evidence too, extolling the virtues of coaching. Barbara Cassani, former chief executive of the Go budget airline, has been quoted as describing her coach as her "secret weapon". Stephen Routledge, former managing director of HSBC investment bank, has said his "role as leader has forever changed for the better".
Jeremy Lang, former chief executive of Chilprufe, the underwear manufacturer, said: "I am working 50% more on my business and 50% less in my business. Our profits are 50% ahead of last year. I seem to have 50% more time for me and my family. I am 100% happier."
The results are impressing British boards so much that they are not just paying the bills but increasingly insisting that all executives enrol. Companies that have embraced the coaching culture include Unilever, BP, National Grid, Northern Foods, Reuters and KPMG.
Coaching is not just for privileged executives in blue-chip organisations. Its growth means it is now available to all organisations both large and small, and at various budgets.
Whilst coaching does have a track record of success, in order for you to get the best results for your organisation, it is important to be clear about your specific reasons for wanting your team to be coached. If you are responsible for sales or for business development, chances are you will want coaching to help your team improve their performance.
Most people choose coaching initially prompted by a need. Usually there are challenges of one kind or another in their business and results are not on track. Some clients come to coaching when business is going well, and they would like results to be even better. Whilst this is a less common time to choose coaching, it is often a time when results can be spectacular!
Whatever the reason for coming to coaching, I always ask my clients what would be the very best outcome for their business over the next (usually) 6 months. Together we would then define a goal that is hugely inspiring for them. I am a passionate believer in the power of a self-selected inspirational goal (as opposed to an imposed target) to both motivate and generate results. So much so that, I would consider coaching without an inspiring goal, is like playing a round of golf without any holes.
Defining an inspiring goal is an area where a coach can really make a difference. For example, one of my own clients, a Managing Director of one of the UK's top Marketing Services Agencies, wanted to realise its potential, become more successful and be busy. This led to a goal which was very inspiring for him: "My business buzzes to the tune of 50K per month profit".
It is not unusual for clients to want their team to be coached, but not themselves. In order to get the results that you want in your business, the most important person to receive coaching is likely to be you, at least initially . By receiving coaching yourself, not only will you will get new insights into the strengths and areas of development for your business, but you will also uncover new ways of delivering the results you want and more effective ways of capitalising on your existing successful processes. It is likely that your leadership skills will be enhanced, along with your ability to motivate and chances are, you will notice improvements in your working relationships (even if they were good to begin with). As a by-product, it is likely that you will also pick up coaching skills that you can continue to use at work.
Making coaching available to your team members too, will multiply the results that your business gets. Ensuring that the team members are happy with their individual coach and are keen to receive coaching is important. I have seen clients who are initially hesitant about coaching become converts, so it is useful if they are encouraged to experiment with a few sessions initially.
When it comes to allocating coaches to the individual team members, there are a couple of ways of going about this. One way is for the coaching company to meet the individual team members and allocate a coach according to each individual's needs/personality. Alternatively, each team member selects from a short list of approved coaches by viewing their profiles and experiencing a "try it out" session. I am keen on the latter method as the team member is fully consulted and can choose the coach that they feel most drawn to.
You may wish to have the same coach working with team members and yourself. The advantages being that the coach will become fully conversant with the operation of your team and the organisation. Some organisations feel more comfortable with having different coaches.
A coaches ability to facilitate results is effected by the individual client they are working with. Some clients see coaching as a privilege, are committed to getting results and open. Others are quite the opposite. In situations where coaching is recommended to address serious performance issues and the recipient is resistant to coaching, skilful coaching can often change the recipients attitude to coaching and go on to deliver powerful results.
There are many different approaches to coaching. Some coaches are mostly directive and their coaching takes an "advice giving " perspective. Often the coaches that offer this approach come from consulting backgrounds. Other coaches start each session with "what is on your mind today?" or "where can coaching be of most value to you today?" What follows is usually an exploratory session, and focuses on ways of resolving issues. A coaching programme which is made up of this approach, can run for as many or as few sessions as the client desires or budget permits. It is particularly useful for the client who likes to use their coach as a sounding board primarily.
My personal favourite approach is one that is structured and focused around achievement of specific goals both work and personal. The goals are usually measurable and it is easy to see when they have been achieved.
Once the goals are in place, the next step is to work with each client to create the strategies or a game plan for each goal. The agreed strategies enable the coach and client to get into alignment and provide clarity on which actions need to be done first.
The next step in this structured approach is to review what is currently happening in the client's business to gain new insights and learnings .Following the creation of a powerful vision, blocks are identified in a separate process. Examples might be related to their business e.g low morale, poor customer service, interdepartmental relationships, staff inexperience. Alternatively they might be around what is going on within themselves e.g. lack of self belief , an unexpressed desire for a different role or seeking to have their personal needs met at work.
Once the issues are identified, the client is coached to come up with possible options to addressing the issues with input provided also by the coach. These are then actioned and reviewed with adjustments made where necessary.
A 360 process carries out a the start of the coaching process provides valuable material for coaching and is used in many different approaches
The coaching approach that is right for you, and the coach that is right for you are likely to be linked. Initial meetings will help you get clarity on your needs as well as introduce you to a number of possible coaches.
Your short list may include coaches whose backgrounds are in the sales or marketing industries as they will immediately have an understanding of your issues. Alternatively you may prefer to widen you choice to any coach who has a proven track record of success. A large collection of testimonials from named clients in your field is a good indication that the coach on your short list is skilled. Conversations with past clients can reassure you further.
When you make your selections, bear in mind that there are many good performance coaches who have the skills to facilitate good results. They will focus 100% on the needs of your business. There are a few holistic executive coaches, like myself, who believe that addressing the personal needs of the client is crucial to delivering outstanding results in business. I have often noticed clients who place more focus on their personal needs during coaching, get outstanding results in their businesses. Whilst pure business coaching will deliver success, it is holistic coaching that delivers the powerful combination of success and happiness. Not only that, but coaching that has a personal focus element to it is even more appealing to the recipient.
I have so far discussed the various options for coaching team members individually. Team coaching in a group is another option you may wish to consider. This can be useful in situations where it is essential for the team to collaborate effectively and when sharing of learnings is useful. The downside is that it may not be appropriate to deal with team members individual blocks or personal needs.
Whichever approach that you choose, it is vital to the effectiveness of the coaching that it is confidential . The only real way of knowing whether coaching is for you, and which is the right approach for you is to try it out. Many coaches will suggest a "try it out" session to enable you to "test the water". Through this experience you will have the opportunity to both experience the coaching process and meet the coach. When you look at your proposed coaches credentials alongside the experience you have just had, you'll know which is the right route for you.
