How to find the right business coach
1. Pick the right moment. There’s a case to be made for working with a business coach wherever you are on your journey – but there are certain moments when coaching can be pivotal. It could be that you’re starting up and want another viewpoint on early decisions; you need to get out of a rut; or your business is shifting in its evolution and you need to develop some new skills.
2. Set some goals. Write down a list of areas for improvement, accompanied with pointers on how you expect a coach would help. Remember that your coach isn’t a silver bullet; they’re an individual with a set of skills that you can make use of. Goal-setting now will help you determine if one-on-one coaching is the right option – and what background and expertise you should be searching for.
3. Clarify your constraints. Work out how much money you can afford to put into this and the ROI you’re expecting. That doesn’t mean getting a calculator out, but rather envisaging what success or value for money would look like to you. Likewise, check you’re prepared to commit the time. Coaching should go on for at least six months to a year to see tangible results – with a session every couple of weeks.
4. Ask around. Start your search for candidates that meet your criteria (eg, cost, time expectation, form and level of experience, personal background and so on). Ask any other business owners you know and other relevant people in your network for recommendations and referrals – don’t be reluctant to contact people a few degrees of separation away.
5. Cast your net wider. Even if your network has thrown up some great options, don’t skip this step; you want to get a proper sense of the lay of the land before committing. Try search engines and social media with specific terms, and search any relevant databases – like KEDA’s Member directory.
6. Do a deep dive on a few contenders. With your shortlist, do some background research on each member to check things stack up behind the marketing. You don’t need specific certifications to be a coach, but this might be a plus for you. Delve into the quality and quantity of their experience, and the size and credibility of the businesses that they’ve worked with. Look at their online footprint – be that thought leadership pieces they’ve published or simply client testimonials.
7. Meet face-to-face. In plenty of cases, you’ll be offered a complimentary session – don’t commit to anything long term without testing the water with an intro. Meet with two or three coaches and find a personal alignment. Observe how good at listening and how candid they are; drill them on their style and methodology; ask them why they think you would be a good fit for them. Can they summarise your problems and goals, and their opinions on them, back to you?
8. Chat with former clients. If possible, ask to be introduced to past clients or find and contact them independently. Ask for their view of the coach in question: would they do it all again? How has their business been tangibly impacted? What are the coach’s weaknesses?
9. Pick your coach. You should have whittled it down to one standout option who suits your personality, needs and constraints. Confirm you’ll be working with them (and not another member of their organisation) and get full transparency on fees, how often you’ll be in contact and what’s expected of both of you. If you’re satisfied, get moving.
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