A Practical Guide to Choosing an Executive Coaching Training Provider
There are hundreds of different companies offering coach training. But how can organisations select the right provider? How can they avoid the programs that excel in sales but fall short in training quality? Here's a guide to help you select a quality-assured, independently accredited coaching provider and ten questions you should always be asking them.
Define your business objectives
When you think about making such a choice, the best place to start is to ask: What do you want to achieve? For some organizations, the aim is to develop an internal team of coaches, who can coach managers across the business. Others may be keen to help their managers develop the skills needed to adopt a more coaching style of leadership. Be clear about your objectives: How and where the skills will be used is a first step.
Assess your target group’s current skills
The next question is to consider the current skills and qualifications of the target group of learners. Some may have had no exposure to coaching before, others may have benefitted from past training in coaching or mentoring, while a few may already be experienced participants. Knowing the skill levels and expected outcomes, such as the number of coaching sessions per year, will help set clear expectations.
Begin your search for a coaching provider
The next step is to start a search for a provider. A search engine is a good starting point for this, but also check out the professional coaching body websites for accredited providers, such as the International Coaching Federation (ICF) or the European Mentoring and Coaching Council (EMCC). Aim for a provider who is accredited by a professional body and who is used to delivering in-house programs. Many of these will also be able to advise you more broadly on implementing your plan.
Evaluate your potential coaching providers
It may initially be helpful to produce a lengthy list of potential providers (perhaps 5–8 of them) and to evaluate each one based on a set of criteria. Here are ten key questions to ask potential coaching providers:
1. What experience does the organization have in the coaching sector or are they just training providers?
2. What evidence and research is used to underpin the practical aspects of the program?
3. What models are taught on the program?
4. What’s the student/tutor (i.e. participant/coach) ratio?
5. What reference does the course make to modern delivery methods such as digital (online) and AI (Artificial Intelligence)?
6. Which professional bodies is the program accredited by?
7. What resources are included in the program fees?
8. What coaching experience do the trainers/coaches bring?
9. What other benefits does the program offer (such as accessing online content or other resources)?
10. How much does it cost?
Making your final choice
Consider factors like experience, the inclusion of evidence and research, and the variety of approaches taught. Look for programs that cover multiple models such as solution-focused, cognitive-behavioral, and systemic coaching. A diverse approach ensures coaches have a range of tools to handle different clients effectively.
It’s also worth seeking out organizations that have experience both delivering coaching and delivering training. This means organizations can supply insights about industry changes and trends which are not available to small training schools.
We also believe that great practice should be based on research and evidence. Ask about the research which underpins the course. The trainers should understand key psychological theories such as Self-Determination Theory and Goal Setting, and the research from coaching, if they are going to teach more than a basic understanding of the process.
A few providers still use only one approach. Having a single model in your coaching, however good it may be, is like having a single tool in your toolkit. As the law of the instrument (or ‘Maslow’s hammer’) states: ‘If the only tool you have is a hammer, everything looks like a nail’. In reality, every client is different, and the best-trained coaches combine a range of different approaches into what is commonly described as an eclectic or integrated approach. Look for providers who utilize 3 or 4 different evidenced-based behavioural change models, such as cognitive behavioural, solution focused and person-centered coaching.
In cultivating the skills of coaching, participants should be observed and given feedback throughout the program. This is hard to do if the participant/coach ratio is 30:1, or even 15:1. The lower the ratio, the more opportunities participants have to be observed, receive feedback and build a relationship with the coach and colleagues.
There has been a growth of video and online providers. Coaching online is a key skill which should be covered as well as being able to coach face to face, whether in person or virtually. Think about the type of coaching which will happen in your organization and ensure this is part of the program, as the ways of working need to adapt to the modality.
There is a diverse range of qualifications. Some supply their own certificates; the best ones are recognized by one of the two main global professional bodies, the ICF and the EMCC. We also recommend researching the Association for Coaching and COMENSA.
Additional tips for selecting a coach provider
Coaching experience makes an enormous difference. Ask the providers about their coaches experience. What experience do they have in leadership positions? What experience do they have in coaching the types of people you want to coach? What’s their reputation in the field?
What other benefits does the program offer? This may include access to reports, research, whitepapers or other resources which will enhance the learning journey.
The last but key area to explore is cost. Compare the cost and favor brands which will enhance your own brand as an organization, as this will enhance the reputation of the program and make it easier to recruit colleagues to the program.
Having clear criteria will help you to make the best decision for your organization and find a provider who will suit you and your people.
Useful coaching resources
Passmore, J. & Sinclair, T. (2020) Becoming a Coach: The Essential ICF Guide. Berlin: Springer
Whitworth, L. (2015) Co-active coaching. Palo-Alto-Davis-Black:
Whitmore, J. (2017) Coaching for Performance. London: Nicholas Brealey