How to choose the right coach - a practical guide

(When you have no idea where to start)

Is this you?

You’ve heard friends, colleagues, or folks all over social media talk about how coaching helped them crush it in their careers, uplevel their confidence, or finally go after the big thing they’d been dreaming about.

You’re down to give it a try — but you have no idea where or how to start the process of actually finding the right coach.

I feel you. It’s overwhelming out there.

When I first got certified as a coach over 20 years ago, coaching was something I had to explain at dinner parties. Most people had never heard of it. Fast forward to now, and you can’t swing a cat without hitting a coach.

On one hand, that’s amazing — coaching has become more accessible than ever.

On the other hand, the sheer number of choices can make the process feel murky and intimidating.

Over the years, I’ve coached hundreds of leaders and professionals — and I’ve also recruited, trained, and supervised hundreds of coaches around the world.

So let me walk you through what I wish more people knew when they’re searching for the right coach:

1. Start Here: Get Clear on Your Goal

Before you start Googling or asking for referrals, ask yourself this:

“What do I want to be different 6 months from now?”

Do you want to become a stronger leader? Navigate a career transition? Find more confidence or clarity in your next step? This will help point you toward the type of coach you need.

• Leadership coaching is great for people stepping into or expanding a leadership role. It can include a focus on communication, delegation, giving feedback, building teams, productivity, strategic thinking, career development and boundary-setting,

• Executive coaching supports more senior leaders with strategy, influence, cross-functional communication, change management and effective leadership. It may also include productivity and work/life balance.

• Career coaching helps with transitions, job search, or finding your next direction.

• Wellness coaching may intersect with all of the above in some way - or focus more specifically on your physical and emotional health and wellbeing, balance, nutrition, exercise, weight loss, lifestyle changes, and more.

• Life and/or Relationship Coaching focuses on defining what a successful, fulfilling life and/or relationship look like to you, and taking supported steps to create more of that. You might focus on specific personal goals or challenges, or more general quality of life issues.

• Some coaches combine elements from multiple specialties — ask about their focus.

For more information about the different types of coaches and where to find them, visit the International Coaching Federation Website.

2. Credentials Matter — But Chemistry Matters More

Training & Certification

Look for coaches who have credible training and certification, especially through an ICF-accredited program. They may have the letters ACC, PCC, or MCC after their name - meaning they are accredited by the International Coaching Federation. If not, they should be certified by an ICF accredited coach training program. This means they’ve been trained and assessed in:

• Deep listening + powerful questioning

• Goal setting + accountability

• Ethics, boundaries, and identity-informed practice

Professional Expertise

Y0u may think you need a coach who has done what you are doing - someone who has been a senior leader in the field you're in. Not necessarily. 

I have successfully coached many leaders from industries and roles that I have no personal experience in. Each client is on a unique journey that deserves to be seen with fresh eyes.

If seeking a mentor, that parity of experience matters more. But good coaches don't tell you what to do - they skilfully help you develop your competency, confidence, strategic thinking and ability to figure out your own path forward.

3. Ask for Recommendations

Once you know your goal, tap your network. You might say:

“I’m looking for a coach to help me navigate a leadership transition — do you know anyone great?”

Word-of-mouth referrals are still one of the most trusted ways to find someone aligned with your values and needs.

4. Interview 2–3 Coaches

Most coaches offer a free discovery or consult call. Come prepared with your questions — and pay attention to how you feel in the conversation.

Here are some great questions to ask:

• “What do your clients say they value most?”

• “What types of goals or challenges have you helped them with?”

• “What’s your coaching style or philosophy?”

• “How do you tailor your approach to different personality styles or identities?”

• “What does a typical session look like?”

• “How do you support clients when they’re stuck or overwhelmed?”

  
  

You're not looking for a sales pitch — you’re looking for resonance. And noticing how you feel during the conversation. Is this someone you could imagine supporting you through challenges as well as successes?

Trust Your Gut

After the call, check in with yourself:

• Did I feel seen and respected?

• Did I walk away with more clarity or insight?

• Can I imagine myself growing through this partnership?

  
  

If yes — that’s a great sign. If not — keep looking. You deserve a coach who gets you.

Final Thought

The right coach won’t just give you tools or tell you what to do. They’ll help you ask better questions, build self-trust, and grow into more of who you already are.

And if you’re curious what coaching could look like for you or would like help narrowing it down? Let’s connect — no pressure, just a real conversation.

👉 Book a free chat here.