[FAQ] How to find the right coach

In my opinion, in its simplest form coaches help you to achieve results. They not only help you get really clear on what your goals are and why they matter, they see things you don’t see and are there to put a mirror up to your blind spots. Sound scary? If you’re not ready to face some truths about who you are and what gets in the way, coaching might not be right for you. As a client, you have to be willing and ready to do the work.

Coaches can bring you to water but they shouldn’t force you to drink!

Working with your coach enables you to stay focused and accountable to what you have defined as the most important goals are to focus on. If you’re struggling to imagine what that might look like, here’s where my coach has been instrumental in my growth:

  • How to approach a difficult situation with a client

  • Proposition development and testing

  • Creating a deeper connection with my intuition

  • Recognizing areas I have been avoiding due to fear (public speaking, writing, etc)

Honestly, from experience, you’d be surprised to find what ends up coming up for you in the session. It’s like light-bulb after light-bulb, and what was the deal-maker for me was that it was time for me to have space for me to find my own answers.

As leaders, we are often surrounded by other people’s opinions, which can be helpful and detrimental if you don’t take the time to make your own calls. Coaching gives you space to asses the opinions and come to the decisions that make sense for you.

How to find the right Coach for you

After talking to a founder friend of mine I was motivated to help the cause by clarifying the differences between coaches and therapists, but also how to look for the right coach. I’ve gathered a bunch of questions that I get from founders around the topic. Here we go:

How does it work?

Every coach has their own style and delivery, so you have to play around with what connects with you best. I see my coach via a Zoom, some coaches prefer face to face, whereas I prefer to use the phone. There are many ways a coaching relationship can work in both frequencies; weekly sessions, bi-weekly, monthly or duration; an hour, 90 mins+, a day!

It needs to work for you and it needs to work for the coach. From experience on both sides, avoid dragging sessions out and leaving it ad hoc. Having the consistency and commitment to see you through an extended period of time is good for you, and your coach.

Where can I find a coach?

The best place to start would be by visiting the International Coaching Federation's (ICF) website. You can find a coach on their website with the right accreditations and training, it also lists locations and prices.

Do they need to be an expert in my area?

No, unless you are looking for specific expertise, I would say that’s more advisory, however, a lot of great advisors have a coach approach.

What should I ask them?

What’s their style and approach, most coaches offer a 1:1 complimentary chemistry session to check fit. The chemistry will define the relationship so don’t settle!

How much do they charge?

Executive coaching rates range from £200 up to £1000+ per session. Packages are very common and preferred.

How often should I see them?

It depends. I would suggest no less than monthly, but it’s up to you and the coach to define a cadence that will help you stretch and reach your goals.

When is it time to move on?

When it’s not working for you, however, please give it time, especially if it’s your first coach. Trust the process and give it 100%. If the chemistry is off and you feel like you’re not able to really open up then that’s a sign you should move on.

Should I get a coach for someone in my team?

Although that’s likely a well-intentioned gesture, in my experience managers finding coaches for their teams doesn’t have a 100% success rate. We refuse to be referred unless there is clear communication between the manager, coachee, and coach on why the manager thinks they would benefit from a coach and what they would want them to focus on in the session. However, we make it clear that the session is 100% confidential unless agreed otherwise by the coachee, and that our primary client is the coachee, not the manager. Often, I would say that the manager would be better off getting a coach for themselves to manage hard and direct conversations than just passively referring them to see a coach.


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Gillian Davis