Coaching for Behavioral Change

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Our “Pay for Results” Behavioral Coaching Approach

Our coaching network (Marshall Goldsmith Partners and collaboration with Hewitt Associates) provides coaches for leaders around the world.  All of the behavioral coaches that work with us use the same general approach.  We first get an agreement with our coaching clients and their managers on two key variables: 1) what are the key behaviors that will make the biggest positive change in increased leadership effectiveness and 2) who are the key stakeholders that can determine (six to eighteen months later) if this change has occurred.

We then get paid only after our coaching clients have achieved a positive change in key leadership behaviors as determined by key stakeholders.

I believe that many behavioral coaches are paid for the wrong reasons.  Their income is a largely a function of “How much do my clients like me?” and “How much time did I spend in coaching?”  Neither of these is a good metric for achieving a positive, long-term change in behavior.

In terms of liking the coach - I have never seen a study that showed that clients’ love of a coach was highly correlated with their change in behavior.  In fact, if coaches become too concerned with being loved by their clients - they may not provide honest feedback when it is needed.

In terms of spending clients’ time - my clients’ are all executives whose decisions often impact billions of dollars.  Their time is more valuable than mine.  I try to spend as little of their time as necessary to achieve the desired results.  The last thing they need is for me to waste their time!