The stigma of asking for or being assigned an executive coach is vanishing quickly. The growth of the industry tells us so. In the U.S. alone, $1 billion was spent on business, personal and relationship coaches last year, according to IbisWorld, up about 20% from five years earlier. And the number of business coaches worldwide has zoomed more than 60% since 2007, according to one coaching association. But while executive coaches have improved the performance of many already-good managers and sanded the rough edges off many less effective ones, they aren’t a miracle cure. In fact, we have seen many companies waste considerable sums by assigning coaches to managers who just aren’t ready to be coached, no matter how effective the coaches may be.
4 Signs an Executive Isn’t Ready for Coaching
How do those who control the coaching purse strings — HR, talent managers, and other buyers — avoid throwing money away on uncoachable executives? Considering that a year’s engagement with a top executive coach can cost more than $100,000, it’s an important question. There are four red flags to watch out for. First, an executive who consistently blames external factors for their problems may be too oblivious to benefit from coaching, which requires a modicum of self-awareness and introspection. Second, if you struggle to get appointments with a coach on the executive’s calendar, it may be a sign that they won’t prioritize self-development enough to benefit from coaching. Third, watch out for a leader who over-focuses on quick solutions, tips, and tactics; the best candidates for coaching are more willing to challenge assumptions and beliefs, which is a longer process. And fourth, beware of managers who continually delay the start of coaching to “do more research” or “find the right person.” It may be a sign they’re just not ready to confront their issues.
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