How to Become an In-Demand Corporate Coach

How to Become an In-Demand Corporate Coach Corporate Coach

Corporate Coach- Are you considering becoming one?

Many corporate people seek outside expertise.

Why does it happen?

Some people feel stuck in their corporate lives.

Many need a strategy for a growth plan.

A need arrives to challenge one’s discipline, thinking, and action.

That’s where a Corporate Coach acts as a savior.

The demand for corporate coaches has increased.


Companies want to reach new levels of excellence.

People are an effective part of any company. The central part.

The skills, action, and expertise of the team members bring success.

Developing strategies and action plans for the next phase is vital.

It may be difficult for an organization to set this right. There is a need for external support.

That’s where the need for a corporate coach arises.

What is the prime role of corporate coaches?

Corporate coaches strive to take the companies closer to their needs and objectives.

The coaches help one to see various available options. This assists in decision-making. The coach brings leadership knowledge and experience.

Corporate coaches provide fresh insight. They expand the thinking of employees. Coaches build confidence, skills and ensure the completion of goals. They are the ones responsible for modeling excellence.

And how do they do that?

They analyze the organizations’ goals. They identify what factors are lacking and where there is a need for improvement.

They create a perfect action plan for team members. They set the right coaching culture.

This helps the teammates to realize their faults. New hopes and synergy emerge.

Corporate coaches build strategies to lead to success. They do so by harnessing the people around them.

The demand for corporate coaches has increased.

By becoming one you can have a lucrative career. The job of a corporate coach is challenging yet rewarding.

I hear that corporate coaching interests you?

That’s wonderful!

The next step is to discover:

How to become a hireable corporate coach?

Many things along with your coaching style will influence this.

We will discuss this in detail.

Before that, I would like to tell you something important.

If you are here, I am sure you must be having a doubt.

And that is:

What is the difference between CORPORATE Coaching and EXECUTIVE Coaching?

Let’s consider this first.

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Difference between Corporate Coach and Executive Coach

Many people use both terms to refer to the same thing.

Hardly organizations differentiate.

Some differentiate both the types of coaches based on their approach. Both of them lead to similar outcomes by applying different approaches.

Executive coaches work with senior leaders or executives. Two different types of needs that drive executive coaching are:

Development needs

This is very specific and targeted for development. Here the executive identifies an area to become more effective in their job role.

Corrective needs

Here the executive requires corrective action. This can be a result of performance or behavior issues.

Then what is corporate coaching?

Some people define it in the following way:

Corporate coaching helps managers, leaders, etc. who have direct reports. Corporate coaches build a positive coaching environment. This leads to meaningful conversations. Teammates can provide effective feedback to their direct reports.

You must not that not everyone differentiates between a corporate or executive coach.

Yes, to some extent the latter term is more popular.

If we go by definitions:

‘Executive’ means a person having the power to put plans or actions into effect.

‘Corporate’ refers to a large company or group.

What does this mean?

This reflects that as a corporate coach can explore a wide domain.

You can not only deal with executives but people at different levels.

You can target a wide range of audiences.

What should you have to become a hirable corporate coach?

The ability to visualize the future

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You must make your client realize that:

The future is bright.

The path to reach the goal must be clearer and compelling.

Most of your clients that will approach you would be unsure of the future. This kills many of the fresh entrepreneurs.

Suppose, a client approaches you with an idea. He has a valuable product which will change people’s life.

Now, the problem is that many thoughts are scaring him.

Is the product valuable?

Will he get the right development team?

Will he be able to convince investors?

Now, your job as a corporate coach starts here.

The greatest value that you can add to this client is:

Developing strategies and solutions to reach the next phase.

You should have skills to guide the client along the path to success.

Train your ears to hear the goals and transform them into actionable next steps.

Solid experience

Corporate coaching demands perosnal experiences.

You will have to face various situations. You will get different types of clients. You must be aware of various corporate norms.

Don’t worry if you aren’t aware of all the legal stuff. make sure that you own a little bit of exposure.

You must have relevant experience if not the background.

No coach is great in all the areas. Your clients will look for your expertise according to their needs.

That’s when they will challenge your experience. They will research your past. They will go through your social media accounts. They will check how many similar cases you have handled.

They may even interview your past clients.

Professional decisions have a huge impact on people’s careers.

Do you think that clients will trust you for this without relevant experience?

There are very few chances.

But what if you are new and have no experience?

Does that mean you won’t get any clients?

No, it doesn’t. Though I would recommend that you should prepare for the worse.

When you are at the beginning stage, look for innovative ways to get clients.

Lower your charges. Market your services well. Give free seminars to find clients. Understand the strategies of top executive coaches.

Your target should be getting the first five clients fast. Thereafter you can ace the pace of getting more.

Hiring a mentor can work well for this purpose.

Great working method

Here you can download the canvas:
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 Suppose you need to hire a corporate coach?

What would you look for in your coach?

Think for a moment.




What if the coach has a lot to offer but your thoughts don’t match?

Would you hire the coach?

No, right? After all, you are paying him a handsome amount. You need the results. You must get the results.

So what is the inference?

Coaching philosophies and working process matters.

This is the prime thing that most of your coachees will judge you for.

You have to fascinate your clients. Your ways should amaze them.

Narrate how you helped clients to reach new levels of excellence.

Your leadership and coaching philosophies should make sense.

For instance, there is a coaching philosophy that I follow:

“Lead by example.”

You should exemplify the qualities and models you want others to follow.

Beyond that, there is something else that your clients are looking for.

Their coach should be a seasoned veteran who knows how to get results.

How do they test that?

They will throw various questions on you before hiring.

They may ask you:

“How many actions steps your clients complete in a year?”

You must have a convincing answer.

For instance:

“On average my clients complete 50 unique actions to advance their professional lives.”

You need to have the CLARITY on your working process.

Apart from that, you should have the CONFIDENCE that it will fulfill the client’s needs.

That confidence should reflect from your words and body language.

If it doesn’t someone else will replace you.

Become a corporate fit

Do you know what sources coaching the most?



Executives hire coaches for themselves. After getting the training they may achieve higher levels. If there is again a need, they will hire the same coach.

Most of the social psychologists term this as “proximity error”. Unfortunately, most of the organizations commit this error. They choose a coach because they know them beforehand.

Now ask yourself:

How would you replace this coach?

How would you convince the professionals that you are better?

The answer to this is:

By proving that you are a corporate fit.

Yes, you have to be well-versed with the company’s Vision, Mission, and Values.

Think about how do they match with your coaching style.

Ask the following:

What are the companies mission-critical objectives?

What are its strategic plans?

What are the company’s topmost priorities?

Think about how can you add to the synergy. Plan to partner in setting a useful structure.

Get behind the missions. Get ready to offer tremendous support and suggestions. Study some of the best corporate fitness programs.

That’s what people out there are looking for.

Rigor in training

Your clients are looking for a rigorous training program that guarantees a transformation.

Your education and experience can be a point of consideration.

Coaching currently is self-regulated.

In other coaching niches, credentials and training may not be so important.

But if you are a corporate coach you may need that.

Does that mean a certification is necessary?

Not always unless you have solid skills, background, and experience.

But another question that you should ask is:

Why does this happen?


Why do sometimes clients prefer credentialed coaches?

International coach federation is a gold standard in professional coaching. ICF-credentialed coaches invest in rigorous training and education. They pass a coach-specific coaching exam. Experienced professionals themselves check their coaching sessions.

Companies are requiring ICF credentialing. Someone who has all the industry knowledge and answers may be a good consultant but not a coach.

Certification may not be a need but it gives you an edge. Especially if you are going for corporate coaching, it is worth considering.

Effective messaging of the coaching program

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 Your main focus is to maximize the performance of talented leaders.


Now you need to craft this message in the right way. Then articulate the same to your prospects.

Be careful, intentional and consistent while messaging your coaching program.

This will help your program to soar. This would also increase the program’s long-term viability.

Not messaging your coaching programs well can have negative consequences. You will need a lot of time and effort in clarifying purpose and developing trust.

Include how can you help your clients to execute better and faster with less stress.


Won’t you like to work with a client with whom you can enjoy?

The same applies to the other side too.

The coach and the client must be a great fit.

It is not easy to get frank with someone soon. Expressing hurdles and weaknesses takes time. This requires a strong bond. If the chemistry doesn’t match there is no point in getting ahead together.

As a corporate coach, you will get different types of clients. Some clients are difficult to handle. Your clients may be stern, defensive and sometimes even rude to you.

You need to handle the situations with patience. If you want to build that much-needed chemistry, let the client open up.

Be aware of ways to think like your clients.

Praise the client’s will to change. Welcome a positive and peaceful environment. You must appear a friend to your client more than a coach.

Does only the client choose you?


It’s a collaboration. You should also see whether the collab would be fruitful to meet mutual ends?

All well that ends well. You should strive for a beautiful ending.

This very client of yours is going to talk to many people about you. If the feedback goes against you, this will hurt your reputation.

You may have good intentions but your client may take it otherwise. You should always have the view of the worse in your mind.

Your inner voice may tell you that he/she is not a person you would like to work with. In that case, it’s better to refer the client to another appropriate professional.

Measurement of success

Your coaching sessions are meaningless if the results aren’t measurable.

Corporations and executives will measure your coaching performance at regular intervals. They will check how much your coaching sessions are benefitting.

You must take regular feedback. Make use of tools and resources where you can track the progress.

You need to make your clients realize that your coaching sessions aren’t discourses. They will solve the clients’ problems.

Do you think your prospects will agree if you speak this?

No, not at all.

You will have to prove them.

And how will you do that?

You should document all the stages. Use coaching tools. These will serve as the record for the transformation achieved at various stages. Regular feedback will tell you about the experience of the client. Modulate your strategies as the need may be.

Create short-term goals. When your clients achieve those add them to their success record. This way you can tell your clients that they are improving.

Coaching Model

What model you follow will have a huge impact on your clients.

People will ask you various questions:

What will be the frequency of your coaching sessions?

What would be your approach to leadership training?

Will you follow a group training approach or one-to-one coaching sessions?

Prepare yourself with all the answers.

Your model will impress your clients the most.

If you think that a particular model will suffice the client’s needs, prepare WHY?

There are different coaching models that you can choose from.

Another great idea is to get some beta testers. Yes, some of your friends might be working in corporate organizations. Why not ask them which model will work the best?

While doing this, you may come across the importance of many other factors also.

Like your testers may tell you that a lot depends on the size of the organization. Departments and organizational structure can be another vital point to consider.

You may innovate a model after studying the organizational needs with care. A hybrid model may work well. Make sure that it fits well.


If you are a corporate coach, get ready to face changes.

Why would an organization hire you if everything was stable?

There can be structural changes taking place. The team might be preparing for a big mission. There can be ups and downs. Sometimes both the client and your plannings may not work.

In such cases an adaptive attitude and great presence of mind become vital.

In the hour of need, your clients will look towards you for help. You can’t give excuses that the unpredictability wasn’t foreseen. You will have to adapt yourself to the new settings. You will have to recreate plans.

Your confidence and attitude will drive the team.

While dealing with clients certain situations may emerge all of a sudden. You should prepare yourself to not lose calm.

Have a look at the below quote. You will understand better.

There are some more characteristics that companies will desire you to have.

Excellent communication skills

A great coach should be an effective speaker and listener. Half-formed ideas and poor framing of concepts kill goals. A good coach should know how to reform and present in a way that impresses all.

Self -awareness

This is one of your job roles too. Before making others aware of their potential, you should embody the same.

Know how your actions and plans will impact others. You cannot teach what you don’t practice.

Emotional intelligence

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Emotions play a key role during decision making. Your clients may not realize this. You must know the emotional elements that may influence the coaching processes. Plan how will you face them. Do you need to adjust your approach? If yes, then do it.

The two-way exchange of experience and knowledge

Never confuse coaching with mentoring. Coach access and guide ideas rather than bombarding you with his knowledge. You must DRIVE the success of your client. Don’t “Take Over”.

Creativity to customize the methodology

Organizations look for tailored solutions. Realize that every company is different. There working patterns may be different. Industries will differ and so will the objectives. You must not apply a “pet theory”. Explore a variety of options around you to find the best fit.

“Off the peg” solutions and ideas are very common. Your clients can get them from books and youtube. Then why will they hire you? You must have a unique process to convince your clients. Define your USPs clearly. Analyze and check your client’s needs. Customize your coaching procedure that suits the same.

Quick learning and fast understanding

You should be quick to understand business dynamics. It might have taken years to build the business. You as a coach should be able to get familiarize with it soon.

You should be fast to understand the people, process and goals. The business may be complex. Something beyond your experience. Still, you must grasp everything soon.

Final Thoughts

So we have come to the end of this article.

The need and demand for corporate coaches are very clear.

If you think that becoming a corporate coach may not be a good career option.

You are mistaken.

Yeah but what matters is:

Are you one amongst those corporate coaches that companies will die to hire?

If not you should begin from today.

The competition is tough and so is the reward. Corporate coaches earn a very high salary in the US. According to indeed, on average a corporate coach earns $34.38 per hour. This is highest amongst all other coaching niches.


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