Career and leadership coaching are often recommended for employees earmarked for promotion, but a Stanford University study on executive coaching shows that many CEOs also want coaching yet few get it. Equally interesting is that 79% of participating C-suite executives who did get coaching said that it was their idea to do so and not their board’s.

And two thirds of the CEOs surveyed reported not getting any outside advice on their leadership skills. The study co-authors report that those executives wanting a neutral third-party assessment will be better off with an external, independent coach. They also add that everyone in a company has ‘an agenda of some sort’ so a coaching environment, therefore, offers ‘a rare and safe place to think through various topics against the framework of what is in the CEO’s best interest’.

Locally, a GIBS survey among South African coaches found two main reasons they were contracted in the following order:

• personal development (self-awareness, self-management, social and relationship management); and
• transition and talent management (for example, helping a new CEO transition into that role or a manager to move into an exco role).

Whatever the reason, asking these five questions will help you to find the right executive coach for you.

1. What process will be followed?

Your coach should be able to walk you through their style of coaching. While it’s a given that you’ll want to identify areas of improvement and learn leadership skills and strategies, it’s important to understand how these will be achieved. Will your coach set tasks for you to work through together or will you workshop real-life challenges as they come up? Will the coaching be in-person or virtual? How frequently will you meet? 

2. Do their culture and values align with yours?

With the coronavirus pandemic, values – the things people hold most dear – have become a key driver in shifting behaviour and determining choices. Values alignment builds rapport between coach and client and keeps the relationship relevant and purposeful. Many organisations are prioritising transformation, diversity and inclusion, so you might want to choose a coach that shares your cultural or even religious affiliation because they can be factors in your leadership style. Conversations about diversity and development as well as gender dynamics need to be addressed with candor and clarity.

Set up a ‘chemistry’ session so that you can gauge the coach’s compatibility and rapport with you, their ability to listen and whether what you’ve read about them, or have heard, matches up to your in-person experience.

3. What are their coaching qualifications and to which professional bodies do they belong

At C-suite level, this is especially important, but it can be difficult since coaching is largely an unregulated industry, which means that there are many people who call themselves a coach, but don’t have the credentials. That said, two regulatory bodies, COMENSA, Coaches and Mentors of South Africa, and the Institute of Management Consultants and Master Coaches of South Africa are recognised as professional non-statutory bodies.

Once you’ve identified a possible coach, research their level of experience with particular attention to professional certification. Check out their LinkedIn profile so you have an idea of thought leadership views and relevant sector experience. Their followers will also provide an indication of their seniority and credibility.

4. What is your or your company’s budget?

Many organisations provide a training budget, so it’s important to find out what’s available before you decide to pay for coaching out of your own pocket. Executive coaching can be expensive, and change takes time, so try to start with a six-month contract and then extend it if you see there is value in the exercise. Additionally, Forbes’ guide to selecting an executive coach suggests you determine the minimum commitment required as well as the frequency of meetings. It isn’t easy to measure success and it will be hard for a coach to guarantee a certain percentage of increased productivity or sales, but they should be able to give you some idea of how to calculate the ROI in a typical scenario.

5. Who do friends and colleagues recommend?

While your first instinct might be a Google search for coaches in your area, word-of-mouth marketing has never been more powerful, and a referral is often more beneficial. Ask people you know and trust, as you will feel more comfortable asking about the coaching experience and outcomes as well as the pros and cons of the coach. (The coaches in the GIBS survey reported getting 46% of their clients from referrals.)

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