Interview the Potential Coach:

Expectations. Tell the candidate what you expect to get from him. Then, listen closely to the response. Do you get the sense that the candidate heard you? Or did he launch into a sales pitch? Is he familiar with your business and active in your industry?
Education. Ask about the candidate's education, training and licenses in his coaching area. You might check with the appropriate licensing board to see if the person is actually certified.
Experience. Is the coach experienced? How long has she been working as a coach? Amazing how new coaches have tons of experience. Of course, you will need to talk with a few of her previous clients. And, do not hire a coach who will not give you references you can talk to in person.
Relevance. Does this coach have experience working with issues similar to yours? While it is certainly not necessary for a coach to have personally experienced whatever you are going through, you need some reassurance that what you are bringing to the table is not beyond the scope of her competence. A real coach is flexible and can provide solutions to problems he or she has never even heard of before.
Bad marks. Ask if there have been any disciplinary action taken. Has this coach had a license revoked? Has he been sued? Has he been to prison?
How does it work? Ask the candidate to describe what processes will take place to help you achieve your goals. In other words, ask what is the therapist's theoretical orientation. Does the therapist focus on helping to change how you think (cognitive therapy)? Does she/he focus on working with the subconscious (psychodynamic therapy)? Many people claiming to be coaches are not qualified to do either one. Beware of them.
Professional or Personal? If the coach claims to a life coach or a personal-development coach, ask him about his training in psychology. Other than coaching in specific business processes (such as time management or technology systems) coaching is an application of psychology. It requires extensive training in the disciplines necessary to enter and affect your subconscious mind. While your coach doesn't need to be a psychiatrist, beware of people who do not possess credentials in psychology, such as: psychotherapy, hypnotherapy, Neuro-linguistic Programming, social work, or family counseling.
Structure or Flexible? Determine if the person is highly structured or flexible. In our practice, Pam conducts very structured sessions. Mine are much more flexible. Which one is right for you? Even a highly structured coach needs to be able to adapt and flex to address issues as they arise. I believe that a coach is only as good as the options and flexibility he or she can access for you. If you sense that the coach is running a program that is a rigid procedure based on a checklist, think twice. One size does not fit all! In fact, an unhappy top advisor told me that his coach was little more than a baby sitter with a checklist.
We grow from mistakes. Ask the candidate to tell you about a client he could not help. And, ask him to tell you about someone he helped successfully. Listen for passion and confidence. Listen for words and statements that you relate to and connect with.
Expert or "hang around." Find out if the candidate is an expert. Look for articles or books that he has written. Look for published interviews or quotes from him in the media.

Parting shots. Always interview more than one possible coach, and be wary of anyone who discourages you from talking with other coaches. No one coach is ideal for everyone, and too many are ideal for no one. For example, a good personality might be attractive, and you might like the person, but you're not hiring a friend. A kind heart might fail to hold you accountable for your own development. You want someone who is focused on your getting the best outcomes, not just making you feel good.

Instant Insights /

Beware of the Amateur Coach! or, how to spot a faux in the hen house

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