Why develop a relationship with your Coaching Provider

Potential clients often ask coaching providers how will coaching will benefit their business. In this article Dawn Scott, one of our partners, shares her view of the benefits of a longer term relationship with a coaching provider.

Independent View

  •  An external provider is not part of your operational structure so not party to the internal politics or personal/team dynamics that play out day to day.
  • Objectivity where judgement is suspended both for the individual coaching client and the client organisation supports the integrity of the contract and the validity of the results.


Feedback Loop

  • With a longstanding relationship there is over time an ability to gather intelligence and monitor themes for your organisation. Whilst confidentiality is always maintained between the coach and coachee it is possible to share emergent themes that are similar across the coaching contract.
  • Feedback can be provided in line with performance review systems where it relates to specific individuals or where systemic issues are affecting performance indicators.


Critical Friend

  • The coach’s role is to sit alongside a client and ask questions to provide another perspective. Over time they will get to know you and your business very well.
  • The development of this role as critical friend offers the business an important perspective to challenge you to think differently.


The wider network

  •  Bringing in external coaching resource is a connection to a wide network of expertise and learning that would otherwise be absent from your team. The long-term benefit of this is that the network grows, extending beyond the coaching relationship and bringing access to a continual supply of fresh knowledge to your organisation. 


Measuring Return on Investment

  • Every coaching contract should set out clear aims for achievement with the individual client and in a three-way contract builds in expectations of the sponsor organisation or business which may look at the return on investment.
  • The impact of coaching often takes a number of months and years (in the case of a coaching culture – see the section on shaping culture) and therefore longer-term goals can be set and tested fully to realise the benefits.


Talent Management

  • Talent management is the lifeblood of any organisation.  Support for your people through coaching provides a clear message to those aspiring individuals that they are valued through your investment in them.
  • A coach can identify new talent and then work alongside them and the business to develop those individuals over the longer term.


Changing Behaviour

  • We often work with organisations in regulated industries where performance outcomes are measured and made public. Where performance is deteriorating, coaching of teams and individuals across Executive, Senior and Middle Management delivers real behaviour change that can make the difference between good and excellent performance or survival when at risk of disqualification and loss of accreditation to operate.


Shaping the culture

  • This can only be realised over the longer term. It is vital therefore for a longer term coaching strategy to be developed alongside other enabling measures in your Organisation Development Plan that will shape the culture and deliver the success you are aiming for.


If you want to see the full version of this article then take a look at our book 100+ Top Tips on Managing Your Coaching Needs.