Choosing an executive coach is a significant decision. You are investing time, money, and a degree of personal trust in someone you may not know well. Getting that decision right matters. This guide explains what to look for, and what to be cautious of.
Start With Credentials. But Do Not Stop There
Professional coaching credentials matter. Look for a coach who holds, or is working toward, a recognised qualification such as:
- ILM Level 7 in Executive Coaching and Mentoring, widely regarded as the gold standard in the UK
- ICF accreditation (International Coaching Federation) at ACC, PCC, or MCC level
- EMCC accreditation (European Mentoring and Coaching Council)
These qualifications signal that the coach has been trained in coaching methodology, has logged supervised practice hours, and has committed to a recognised code of ethics.
However, credentials alone are not enough. Coaching is a practical discipline. A coach with strong credentials but no relevant business experience may struggle to understand the real pressures you face as a senior leader. Ask about their background, not just their letters.
Look for Relevant Business Experience
The most effective executive coaches have been senior professionals themselves. They understand what it means to lead a team through restructure, to navigate a board, to manage up as well as down, to hold performance conversations, and to make decisions with incomplete information under real commercial pressure.
When evaluating a coach, ask: have they held senior roles in sectors similar to yours? Have they experienced the pressures their clients face, not just studied them from the outside?
This is different from sector-matching. You do not necessarily need a coach from your exact industry. You need a coach who understands the dynamics of professional leadership at a senior level, whatever the sector.
Chemistry Matters
A coaching relationship requires trust, honesty, and at times, real vulnerability. That is hard to sustain with someone you do not feel at ease with.
Most experienced coaches offer a free initial consultation or discovery call. Take it seriously. Use it to ask the questions that matter to you, but also pay attention to how the conversation feels. Are they listening properly? Do they ask good questions? Do they challenge you gently or just agree with everything you say?
A good coach will make you think, not just make you feel good. If a first conversation feels like a sales pitch rather than a genuine exchange, that is a signal worth noticing.
Questions to Ask Before You Commit
Here are the questions Peter recommends asking any prospective executive coach:
- What formal coaching qualifications do you hold? And are you working toward further accreditation?
- What was your career before coaching? What sectors have you worked in, and at what level?
- What coaching frameworks do you use? (Look for familiarity with GROW, systemic coaching, or behavioural approaches, not just generic answers.)
- How do you handle confidentiality? Especially if your employer is paying for the coaching.
- How do you measure progress? What does success look like, and how will we know if we are making it?
- Do you have supervision? Professional coaches should have their own supervisor, this is a sign of ethical practice.
- Can you share client results? Not necessarily names, but the kinds of results past clients have achieved.
What to Be Cautious Of
Extravagant promises. Any coach who guarantees specific results, a promotion within six months, a doubling of your salary, a specific result, is overselling. Coaching creates the conditions for progress; it cannot guarantee it.
No coaching qualifications at all. Anyone can call themselves a coach in the UK. The absence of any formal training or accreditation is a red flag, especially at executive level.
No relevant experience. A coach who has only ever coached, and never held senior commercial roles, may lack the contextual understanding to coach at executive level effectively.
Generic approaches. If a coach describes their methodology in entirely vague terms, "I help you open up your potential" with no further detail, probe further. There should be substance behind the positioning.
Online or In Person?
Both work. Video coaching has become the norm during and after the pandemic, and most clients find it effective. In-person coaching offers different qualities, it can be easier to build rapport quickly, and some clients find the dedicated physical space helpful for thinking.
Peter offers both. He meets clients in person across West Sussex and coaches clients online throughout the UK.
Location and Practical Logistics
If you want in-person sessions, choose a coach within reasonable travelling distance. For West Sussex-based professionals, Burgess Hill is well-positioned: roughly equidistant between Brighton, Crawley, Haywards Heath, and Horsham, and accessible by rail from Brighton, London, and across Sussex.
Peter Craen is an executive coach and mentor based in Burgess Hill, West Sussex. He brings 40 years of real business experience across financial services, health, energy, and more. He holds a Six Sigma Master Black Belt, was named Coach of the Year at Zurich Financial Services in 2005, and is completing his ILM Level 7 in Executive Coaching and Mentoring.
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