Engaging a business development coach for the first time, however, is not like buying a computer or even hiring an associate. This is because, at its core, the coaching relationship is just that, a personal relationship, and one in which your vulnerabilities, skill gaps, and insecurities can take center stage.
Even before you start looking for a coach there are questions you should ask yourself to pave the way for a promising, mutually aligned relationship.
“Am I really ready to be coached?”
“Am I really ready to be coached?”This may seem like an automatic “yes,” but it is an important first inquiry. Coaching requires a commitment from both the coach and the client. You must be ready for this relationship and what it entails, which means not only allocating the proper time but also devoting the willingness and discipline to do the work the coach will suggest. If you feel any reticence when considering this, the timing might not be right just yet.
“Do I want an off-the-shelf or custom-tailored coaching program?”
Some lawyers want to follow a pre-determined path in a coaching relationship, according to a set regimen. If so, they should look for coaches who have a structured approach that takes each client through the exact same steps.
Other lawyers, however, might want a program customized just for them, and reflecting their specific needs, challenges, and goals. They should seek coaches who clearly demonstrate flexibility and creativity in devising a personalized plan.
Both approaches have their pros and cons, but it is important to have a sense of your preferences and the context in which you will perform best. If you’re more of a “go with the flow” type and want to work on things you feel are unique to your situation, you won’t be comfortable with a more rigid approach. And, the opposite is true, too.
“What is the end game?”
You’re prepared to invest the time, energy, and effort to make a coaching engagement work, but you need to visualize your specific ROI. Your vision of a successful business development coaching engagement may be based on dollars (increased billings, originations, and income), ambitious (making partner, public notoriety, starting a new firm), personal growth (relationship building, communication skills, confidence, and self-esteem), or some combination. Determining that vision is likely one of the most important exercises lawyers should undertake themselves before engaging a business development coach. A coaching relationship will only be “successful” if both the coach and the client have a clear sense from the very beginning about what that means in this unique case.
“Is money my only motivation?”
Sure, done correctly, business development should generate new clients and additional revenue and income. But using dollars as the primary yardstick to measure a successful coaching engagement is misguided. Your coach’s job is to help you discover and strengthen the skills and habits that will be most helpful in cultivating deep and loyal relationships with your target audience. Focusing solely on dollar signs misses the point of coaching entirely. It’s about helping you evolve in your career, not simply increasing the balance in your bank account.
“Am I looking for a coach or a friend?”
Although the coaching relationship can be very close, it’s not intended to be a friendship, something that must be understood from the outset. There is a necessary professional distance between coach and client. This allows the coach to lead and the client to learn. Yes, it’s essential that a coach and client like and respect each other. A coach is also there to act as a cheerleader, collaborator, and co-strategist as the lawyer evolves and grows. But the coach is not there to commiserate, wallow with you, or listen to you vent about issues at home. There will be time for a lasting friendship after you achieve your goals and the successful coaching engagement reaches its natural conclusion.
Lawyers working with a business development coach find the relationship rich and rewarding on many levels. Ensuring that the relationship begins on the best footing requires some thought and consideration on the part of the lawyer even before he or she starts looking for a coach. Coming into a coaching engagement with a clear understanding of why you are there and what you expect is the best way to ensure success.
