If you’re beginning your journey as a professional coach, one of the first things you need to do to build your practice is understand your clients’ expectations. While every individual has different needs, goals, and capabilities, certain core values guide clients in their search for the right coach who can guide them and move them forward.
Winning new clients means understanding those expectations … and being prepared to fulfill them. In this article, the Co-Active experts explore what your target audience really wants from a coach, as well as provide actionable tips to help you coach clients more effectively.
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Coaching Client Expectations: 7 Things Every Client Wants
Every coaching client who ever existed is unique. However, they all share some fundamental client expectations when they invest in hiring a professional coach. We’ve identified seven clear qualities that all clients want to see in their coaches.
1. Expertise and Credibility
Clients want coaches who have the knowledge and experience to guide them toward their goals. To be credible, every coach’s resume should include the following:
- Relevant certifications and training. Credentials from reputable organizations like Co-Active Training Institute and the International Coaching Federation (ICF) demonstrate your commitment to professional development and adherence to ethical standards.
- Industry experience and specialization. Experience within your chosen niche (e.g., executive coaching, life coaching for entrepreneurs, etc.) builds trust and demonstrates your expertise.
- Official online presence and branding. A well-designed website, professional social media profiles, and client testimonials showcase your credibility and professionalism. It should also clearly establish the responsibilities of a coach.
What You Should Do
- Invest in continuous education and certification. Pursue advanced certifications and specialized training in your chosen niche.
- Build a professional website. Showcase your credentials, services, client testimonials, and coaching philosophy. Many companies offer free or inexpensive options for website design and hosting.
- Develop a strong online presence. Share valuable content, engage with your target audience, and build a community around your brand using social media platforms.
2. Specialized Knowledge
Coaching clients means you’re equipped with in-depth knowledge and expertise in your chosen niche. Individuals looking for the right coach will expect:
- Confidence in the coach’s knowledge. Clients want to feel confident that their coach has the know-how to guide them effectively.
- Understanding of the client’s industry or field. Knowledge of industry trends, best practices, and challenges specific to the client’s profession builds trust and credibility.
- Knowledge of relevant tools and resources. Access to and the ability to recommend relevant tools, resources, and assessments can enhance the coaching experience.
- Continuous professional development. Staying current on industry trends and best practices demonstrates a commitment to ongoing learning and growth.
What You Should Do
- Take specialized training programs in your niche. Attend workshops, seminars, and conferences focused on your chosen area of expertise.
- Gain experience in your chosen niche. Seek opportunities to work with clients within your niche, even on a pro bono basis.
- Stay updated on industry trends and best practices. Read industry publications, attend webinars, and connect with other professionals in your niche.
3. Core Coaching Competencies
Clients expect their coaches to have strong core coaching skills, such as:
- Active listening skills. You need to be able to truly listen to clients, understand their needs and concerns, and reflect back their feelings and perspectives.
- Effective questioning techniques. You must possess the ability to ask insightful questions that challenge assumptions, stimulate deeper thinking, and guide clients toward self-discovery.
- Ability to provide constructive feedback. Clients want you to deliver feedback that’s both supportive and challenging, helping them identify the best areas for growth.
- Goal-setting and accountability expertise. Every coach should be spending time helping clients set SMART goals, develop action plans, and stay accountable for their commitments.
- Emotional intelligence and empathy. You should demonstrate empathy, understanding, and compassion for your clients’ experiences and challenges.
What You Should Do
- Practice active listening and questioning techniques. Engage in role-playing exercises and seek feedback from other coaches or colleagues.
- Learn constructive feedback provision techniques. Focus on providing specific, actionable, and client-centered feedback.
- Develop your emotional intelligence. Practice self-reflection, mindfulness, and empathy-building exercises.
4. Empathy and Active Listening (With a Non-Judgmental Vibe)
Clients value coaches who create a safe and supportive environment where they feel heard, understood, and valued. Anyone who will be coaching clients needs to practice the following abilities:
- Authentic communication style and active listening. Demonstrate genuine interest and pay full attention to the client’s words, emotions, and body language.
- Empathetic approach. Understand and acknowledge the client’s feelings and perspectives without judgment.
- Guidance and support. Help clients find their own direction and solutions rather than impose your views or opinions.
- Cultural competence and inclusivity. Demonstrate sensitivity and respect for diverse backgrounds, cultures, and perspectives.
- Alignment with client’s values and goals. Understand and respect each client’s values and goals, and align them with your coaching approach accordingly.
- Articulating ideas and providing constructive feedback. Communicate complex ideas clearly and concisely and provide feedback that is supportive and challenging.
What You Should Do
- Engage in active listening exercises by practicing mindful listening and reflecting on your own communication style.
- Seek out diversity training to enhance your cultural competence and sensitivity.
- Discuss clients’ values and goals throughout the coaching process to make sure your approach is aligned with their individual needs and aspirations.
- Practice articulating complex ideas simply and clearly to ensure your communication is effective and easy for clients to understand.
5. A Sorted Coaching Structure and Methodology
Clients appreciate a structured and organized coaching process. No one wants the impression that their coach is “winging it.” The role of a coach means instilling confidence in your clients by providing:
- A clear coaching framework. Have a defined structure and methodology for each coaching session, such as the GROW model or the Co-Active Model.
- Consistent methodology throughout the sessions. Maintain a consistent approach and framework throughout the coaching relationship.
- A goal-oriented approach. Focus on achieving specific, measurable, achievable, relevant, and time-bound (SMART) goals.
- Adaptability. Be flexible and adaptable to each client’s changing needs and circumstances.
What You Should Do
- Develop a clear coaching framework. Choose a coaching model that resonates with you and adapt it to your own style.
- Create session templates. Use templates to guide your session structure and ensure you cover all the essential elements.
- Regularly review and refine your coaching approach. Continuously assess your methods and make adjustments based on your experiences and client feedback.
- Incorporate tools and assessments. Use appropriate tools and assessments to track client progress and gather valuable insights.
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6. Business Professionalism (They Want Outcomes!)
It should go without saying that clients expect professionalism in all aspects of your coaching practice. What does that look like when you’re coaching clients?
- Ethical approach. Adhere to ethical guidelines and maintain confidentiality.
- Professional boundaries and confidentiality. Establish and maintain clear professional boundaries and respect client confidentiality at all times. No exceptions.
- Clear pricing and packages. Provide transparent and competitive pricing options.
- Professional communication. Communicate promptly and clearly through email, phone, and other channels.
- Scheduling flexibility. Offer flexible scheduling options to accommodate your clients’ needs.
- Organized documentation and follow-up. Maintain accurate records and provide timely follow-up on client progress.
What You Should Do
- Understand and adhere to the ethical guidelines established by organizations like the International Coaching Federation (ICF).
- Establish clear professional boundaries and communicate them effectively to your clients.
- Develop transparent pricing structures and provide clients with clear information about your fees and payment options.
- Communicate professionally and promptly with clients through email, phone, and other channels.
- Maintain organized records of all client interactions and progress.
7. Positive Energy and Motivational Behavior
Clients look to their coaches for inspiration, motivation, and support. They need your positivity to move them forward. As a coach, you should:
- Cultivate a positive mindset. Maintain a supportive and optimistic outlook, and project confidence and enthusiasm.
- Share motivational resources or quotes during coaching sessions to inspire and uplift your clients.
- Celebrate client achievements. Acknowledge and celebrate client successes, no matter how small.
- Inspire them with your personal success. Share your own personal and professional growth journey to inspire and motivate your clients.
Meet the Highest Expectations With Training From Co-Active
At the Co-Active Training Institute, we have been training and empowering professional coaches for over 30 years. We’ve trained more than half of all of the world’s new coaches, with more than 150,000 graduates of our program so far.
The Co-Active Model prepares you for coaching clients by emphasizing partnership, presence, power, possibility, and presence — providing you with a strong foundation for building deep and meaningful coaching relationships. Our comprehensive coach training programs equip you with the knowledge, skills, and tools you need to excel as a coach and meet the highest coach expectations of your clients.
We invite you to explore our programs and discover how Co-Active can help you build a successful and fulfilling coaching practice.