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Faculty Spotlight: On-Demand Coaching

by Ton de Graaf

On-Demand Coaching

Recent statistics published by the International Coach Federation predict that the market for coaching is “foretasted to grow at a 5.4% average annual pace, to $1.38 billion by 2022.” Similarly, market research gathered by IBISWorld found that in “the past five years, the Business Coaching in the US industry has grown by 2.8%.” It’s clear that the perception of coaching is shifting from a option for executive leaders, toward a strategy to support the success of the organization for all leaders. Along with service trends such as management development training, and professional development training, on-demand business coaching is becoming widely implemented at a rapid pace. Coaching expert and TLD Group faculty, Ton de Graaf, provides his perspective on this trend:

Question: What is your perspective of on-demand coaching vs traditional coaching?

The increasing popularity of coaching and the value it provides has turned this developmental tool into a commodity. Many jump on the band wagon, call themselves a coach, and start offering their services without a formal coach training or certification. This can be very risky for both the coach and those who employ their services.

Let’s have a quick look at the main types of coaching.

  • Life coaches are often hired by individuals that pay the coaches out-of-pocket. Topics might range from coaching on difficult relationships, effective communication, family issues, etc.
  • Business coaches are getting paid by the company and focus on business models, revenue streams, strategic issues, growth strategies, etc.
  • Executive coaches are often getting paid by the organization and deal with leadership behavioral issues.

Within each type of coaching, there are two approaches: transactional and transformational coaching.

  • Transactional coaching can be described as an exchange (or transaction) between a coach and a coachee to achieve clearly defined goals. The coach’s role becomes one of listening and asking questions to help the coachee gain clarity on those goals and then to explore ideas, perceptions, options, and actions which further their attainment. It’s about ‘doing' rather than ‘being'.
  • Transformational coaching is focused on enabling self-actualization; it dives deep into and individuals psyche, focusing on whom that person is and desires to become. It’s about ‘being' rather than ‘doing’.

During on-demand coaching, where a coach is readily available on short notice to coach on transactional issues is increasing in popularity, especially in larger organizations. Companies are often looking for quick fixes; “a few coaching sessions with tangible results should do the trick.” It doesn’t matter who the coach is, as long as he or she is able to produce results. It’s like going to a garage to fix your car. It doesn’t matter who the mechanic is, as long as he gets the problem solved. Coaching has become a commodity.

During traditional coaching engagements, a coach is carefully selected based on track record, certification, and experience. “Fit” with the coachee (chemistry check) starts with a letter of engagement, a well-defined set of goals with preferred outcomes, and ends with a 360º interview which includes stakeholders to assess the results. 

The effects of coaching can be, and very often are, of tremendous value both on the individual level and on an organizational level.  For instance, imagine an operating room where a nurse is being coached on assertiveness, the anesthesiologist is being coached on decisiveness, and the surgeon has a coach to help him change his very directive leadership style. At the same time everyone is worried about an impending merger with another hospital that might lead to a reduction of staff or a change in processes and procedures. It keeps them awake at night. A great coach could do wonders, an inexperienced coach without formal coach training nor certification could wreak havoc. 

Be wary of on-demand non-certified coaches who promise quick fixes. It might be a cost-effective solution for the short term but an expensive mistake on the long term.

 


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Ton is an expert in enhancing leadership and coaching skills. He earned his 'flying wings' as General Manager of a London based executive coaching firm and as Executive, Business and Life coach trainer with the International Coach Academy in Australia. Ton is one of the very few coaches in the world who is designated by the Worldwide Association of Business Coaches as a Chartered Business Coach™ (ChBC™). Business coaches at this level are accountable for critical analysis, diagnosis, design, planning, execution and evaluation of coaching programs. This international credential, the first ever chartered-status designation for business coaches and the industry’s most advanced credential, is reserved for the world’s most senior coaches. Chartered Business Coaches have completed the WABC Accredited (Chartered Level) program and have achieved a record of excellence and leadership in their field.

Interested learning more about TLD Group's Coaching approach? Check out TLD Group’s coaching solutions here.

Ton de Graaf

Written by Ton de Graaf