Deciding to work with an executive coach can be a big decision for many people, often made even harder by deciding which one to use.
Around the world, there are a multitude of executive coaches to choose from, and thanks to videoconferencing systems like Zoom, Google Meet and Microsoft Teams, distance is no longer a barrier.

So how do you select the right one for you?
In this article, I’ll explain impartially and honestly the key factors you need to consider when selecting an executive coach.
You may think that how much you can afford to spend is the primary consideration when selecting the one for you, and this is unquestionably important, however, whatever your budget, there are things to keep in mind when deciding who to use.
What do they offer
It may seem like an obvious thing to say, but the first thing to check is whether the executive coach that you’re thinking of using offers the services that you want.
Not all coaches provide the same things, with some just focusing on a certain type of client or industry, whilst others specialise just in specific issues or challenges.
Likewise, some like Brighter Thinking offer focused executive coaching programmes whilst others have a more unstructured approach.
These factors can make a big difference on the price you pay, with coaching programmes usually having a fixed cost (my programmes are fixed-fee and guarantee results no matter how many sessions that requires), whereas ongoing ‘general’ weekly or monthly sessions are usually charged on a per hour basis for as long as you have them (which could be throughout your career).
So, make sure the coach that you’re thinking of using provides exactly what you’re looking for and you’re clear of your cost commitments before you start.
Refer to trusted organisations
Unfortunately anyone can set themselves up as an executive coach as there are no mandatory qualifications or accreditations that apply to coaching.
This means that the standard of coaches – and the coaching they provide – varies greatly.
To ensure you are using a high quality executive coach, it is always a good idea to check with trusted and reputable organisations such as the International Coaching Federation (ICF) that lists approved coaches.
Whilst there are some very successful executive coaches who have never gained any certifications or accreditations, it can be invaluable to use one that has.

Check their qualifications
Would you rather take your car to be repaired by someone who didn’t have any mechanical or engineering qualifications or to someone who did?
Executive coaching is exactly the same. The very best coaches will not only be accredited by leading organisations such as the ICF, but will also have qualifications to prove they have been properly trained and have the knowledge needed to make a positive difference.
In my case, I trained to be an expert in Neuro-Linguistic Programming (NLP) and was the first person in the world to be awarded the Postgraduate Diploma in the Neuroscience of Leadership (amongst other professional credentials and qualifications), so I have a deep understanding of how the brains of leaders really work.
Other executive coaches will have different qualifications. Whatever the situation, it’s always worth seeing whether the coach you’re considering has the qualifications and knowledge needed to help you achieve the outcomes you want.
Look at who they have worked with before
Another way to find the right executive coach for you is to look at the clients they have worked with previously.
Clients understandably often feel more comfortable working with a coach who has previously worked with individuals from their particular business sector, be this banking, IT, retail, the media, or any other.
Many coaches will list on their website the businesses or executives they have worked with (with their permission of course), so it should be relatively easy to judge whether they have the experience to work with you too.
And bear in mind that some coaches specialise in particular industries whilst others have worked across a wide range of sectors.
Check out their testimonials
Related to the above point, it’s also a good idea when choosing a coach to view their client testimonials. This will give you a sense of how effective they have been and the services they provide.
And no good quality executive coach should have any problems with putting you in touch with some of their past or current clients (if they are agreeable to this) so you can hear for yourself about their coaching experience.
See if they have been featured in the media
Some coaches have been featured in the media because of their expertise and skills, so its worth checking their website for details of articles they have had published, or had written about them, as well as any interviews they may have given.
Of course, most executive coaches won’t have gained this exposure, but for those that have, it’s a great way to ‘hear’ from them directly without needing to contact them.
Articles and interviews will also help you understand the individual coach’s personal style and approach, which are key to developing a productive relationship with them.


Understand how they work
How an executive coach works is vitally important to understand before you commit to any coaching sessions or a coaching programme.
Some will be very direct and forthright, which may suit some people, whilst others will be more subtle and encouraging which will be better for those who prefer a more gentle approach.
You should get a sense of this from the coach’s website and through some of the suggestions above, but if not, don’t be afraid to schedule a ‘chemistry meeting’ with them to understand how they work.