How to Hire A Coach

Today there have been articles in the press about unqualified, untrained, unsupervised coaches defrauding people during these challenging times. It makes me angry.

Coaching is an unregulated profession so it is up to us, as buyers, to make sure we do our due diligence before we hand over any money.

I know it can be tough when you're finding a coach to know how to ensure you get what you pay for.

So, I have written you a buyer's guide for you before you hire a coach.

1. Check the coach's training. Where did they learn to coach?

Not all coaches need to have a Master's degree in coaching from a reputable university or a PG qualification from a coaching school but if the coach is self-taught or has done a short course only or self-study course, you are increasing the risk of a poor coaching experience.

2. Check the coach's accreditation. Who has checked they can coach and are operating in an ethical and safe way.

Look for accreditation from the ICF, EMCC or AC as the gold standard.

There are powerful and impactful coaches that don't have accreditation. Some choose not to for philosophical reasons.

However, if they don't have accreditation or have it from a non-reputable source and no formal training, you are increasing your risk and it is wise to check their abilities and track record further.

3. Check they have ongoing supervision or mentor coaching and are investing in their own coach and training

You want the best, most powerful, life-changing coaching. You are more likely to get that from a coach who is always learning, growing and developing.

4. Check their recommendations, testimonials and case studies.

The coaches who don't have recognizable training, qualifications, accreditation or supervision are often trading on their track record. Their credibility comes from their reputation and the people they have worked with.

A powerful and successful coach will have clients who are happy to share their positive experiences and transformations with you. If the coach is not happy to let you speak to or contact their previous clients, this is a warning sign.

Be aware that case studies, testimonials and quotes are not always honest or reliable.

If your potential coach doesn't have training, accreditation, supervision or mentor coaching, make sure you validate their service and check their claims are true.

Check the case studies and recommendations on their website are real by contacting the person who is named on the testimonial or quote.

I was thinking about working with a new coach last year but their testimonials didn't seem quite right. I contacted one of the case studies of success they listed on their website. The ex-client was shocked, they had not given permission for that case study, they had no idea the coach was using their image and those words on their website. In fact, they had also had a poor experience and didn't even know that they were being used as a fake testimonial.

5. Check the coach's insurance coverage. Professional coaches have insurance coverage with an established provider. If they don't, it's a red flag.

6. Ask for their terms and conditions, read and sign a contract. Make sure you know what the refund procedure is. If the coach insists on payment in full with no refunds, make sure you've check out their service and their credibility, and their track record thoroughly.

If they don't have T&Cs or a contract or a refund policy, this is a red flag.

7. Do not let anyone pressure sell you. If they pressure you to sign up on the call or use pressure selling techniques e.g. get a ￡1,000 discount if you sign up in the 3 days, it's a warning sign.

A powerful, successful, ethical coach will allow you to make your decision in the time that works for you, not them.

8. Be completely clear about what you are buying. Don't sign up before you understand what you want to achieve with coaching, what barriers you face, how the coach is going to help you and what tools or models they are going to use, and how you will judge success.

If you are unclear but the coach wants you to make a decision, that is a warning flag.

You don't always have to work with coaches that have training, supervision, accreditation, insurance, contracts and operate in an ethical way. But if one or more of these elements are missing, you are increasing the risk that you won't get the transformation and return on investment from coaching.

I hope this buyer's guide has helped you. If you are considering coaching, get in touch and I'll happily provide you all of the above.