Be sure to take a look at the latest ICF Global Coaching Client Study. (ICF members can download the Executive Summary and some of the by-country data for free.)
The big news -- but not surprising -- is that coaching clients are looking for results. 78% said "the effectiveness of the coaching process" was very important in selecting a coach. (And another 18% said it was somewhat important.) Contrast this to 44% for "explanation of the coaching process" or 30% for "cost of coaching" -- points that newer coaches often worry most about in conversations with prospective clients.
In addition, client focus groups distinguished coaching as an "action plan," rather than "exploratory," process. Clients are looking for credible pathways to success; they want a return on their investment. Happily, 96% of the respondents were very pleased with their coaching experience -- they would repeat it. Hard ROI numbers are more difficult to come by. The study came up with a median ROI of, for individuals, 3.44 times their investment and, for companies, 7 times their investment.
So right from the start -- even before the client hires us -- we coaches have to take seriously ICF Competency #2 "Establishing the Coaching Agreement" ... find out what's important to the client and why, how the client defines success and how it will be measured. Figure out the game you're going to play together before you get on the field!
Lots of info in the study ... and all good for thinking about how we talk with others about what we do and the value we bring.
Comments