NFIB

Do You Need A Coach?
08/ 05/ 2002

by Kelle Campbell

Business coaching has become the popular new trend for people seeking to improve their work style or business operations. But since coaching is a relatively new profession, potential "coachees" need to know what they can expect from a coach and the coaching process.

Coaching is a peer relationship in which the coach helps clients gain insight as to what works best for them, set specific goals and keep on track. Some coaches even combine personal and professional issues.

You can find coaches through referrals, Web searches, at local networking events or at Web sites like www.CoachVilleReferral.com. You can also find help via the International Coach Federation (ICF), the Professional Coaches and Mentor Association (PCMA), or the Association of Business Coaches (NABC).

Most coaches will offer a complimentary session so you can decide whether you like their personality and coaching style. Use the free sessions to compare two to three coaches. Also, make a note of accreditation (though some feel it's not important), whether the coaches understand your business either intuitively or from experience, and if they'll measure your progress.

Bear in mind is that coaches are not therapists. According to Dr. Tim Ursiny, president of Advantage Coaching and Training (ACT), coaching covers a lot of emotional ground.

"You can have tons of blocks like procrastination, fear of success, anger... all those things are coaching issues," he says. However, therapists delve into the past while coaches focus on the present and future. Ursiny and his associates always refer clients to therapists when there is a diagnosable illness such as depression or an anxiety disorder.

Many people also contact coaches in search of consulting. While coaches are a type of consultant, they focus on drawing out their clients' own expertise; regular consultants are experts who present clients with recommendations or plans of action. When you have no knowledge of the area in which you need help, a consultant is the better choice.

However, some coaches like Joanne Brem, principal of JCB & Associates and Coach Maria Marsala offer clients the option of receiving consulting advice in addition to coaching services. Both maintain a clear boundary between consulting and coaching. Brem announces to clients when she's about to switch to the role of consultant during a coaching session, and Marsala makes sure clients understand the difference in the functions at the start of their work together.

Many coaches have become specialized and prefer to deal consistently with particular situations. For example, Marsala tends to work with new business owners or people who want to take their business to a new level in terms of finance or marketing. When people contact her about coaching for something like organizational development, she refers them to someone who specializes in that area.

Although some people might prefer experts, Ursiny, in his report "How to Find a Quality Corporate or Executive Coach," states that "generalist" coaches can be effective "precisely because they are generalists" who can adapt to the varied issues and situations of clients.

Coaches tend to work with clients through a mix of telephone, email and face-to-face sessions. Appointments usually take 30-40 minutes a week, but many coaches are flexible about scheduling. ACT does onsite group training and offers teleclasses for those who prefer a communal format, with individual follow-up available at an extra price.

If you're thinking of being an internal coach for your business, you can look for coaching schools or courses in your local area. ACT offers a Registered Internal Corporate Coach course that provides participants with certification through the NABC. Also check out teleclasses provided by www.Coach U.com, www.CorporateCoachU.com and www.CoachVille.com.

Monthly rates range from around $100 to $1,000 (ACT's internal coach training is $1,500). Some coaches like Marsala also accept barter arrangements. Coaches usually ask for a minimum commitment of three to six months, but some offer open-ended arrangements.

Does coaching work? Well, Ursiny's report cites a study in which business coaches increased employee productivity by an average of 88 percent, compared to 22 percent for more conventional training methods. However, the best test is to try it out for yourself.

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