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How
Behavioural Coaching is being used today:
(Adapted from
the new book 'Behavioral Coaching' by Skiffington and Zeus -With permission from the publisher McGraw-Hill
Professional -New York)
During the years of
conducting our coach training and certification courses, we have
tracked the ongoing development of Behavioural Coaching (BC). Some
of the major areas where
we have trained coaches to successfully work/specialize in include:
executive coaching (CEO’s), transformational leadership
coaching, coaching female executives, coaching in education,
business coaching, cross-cultural coaching, sales coaching,
coaching in the health care industry and personal coaching.
Executive
behavioural coaching
Coaching
for leadership development occurs with selected executives, senior
managers and teams or as part of a company-wide coaching
initiative. Coaches, both internal and external, are also
contracted to work within a specific business unit or with
individual referrals. Some areas of leadership coaching include:
leaders in transition, new hires, high potential individuals being
‘groomed” for promotion, individuals in new positions,
management competencies to complement technical expertise,
developing and communicating a strategic vision, strategic
planning, culture change, ambassadorship, leading executive teams,
overcoming isolation and interpersonal skills such as
communication and dealing effectively with colleagues and with
power.
Business
behavioural coaching
Business
coaches work with small to medium enterprises to develop and grow
the business. Coaching entrepreneurs, start-ups, mergers and
developing a business in order to sell it are some of the more
common areas of business coaching. Within these broad categories,
Behavioural Coaches, who usually have a background in small
business, coach for business or strategic planning, developing and
growing the market, staff relations, networking, life balance,
time management and partnership conflicts.
Transformational
leadership
and
behavioural
coaching
Coaching
leaders for transformational changes involves changing the very
way they think, increasing their ability to deal better with
ambiguity and be more creative and reflective. It effects change
in what the leader knows and enhances their ability to step back
and reflect on assumptions previously taken for granted. These may
be about culture, values, the self, organizational objectives and
vision.
Some
documented benefits of leadership coaching include: enhanced
ability to develop and foster trust; increased accountability
within the organization; developing and maintaining more
satisfactory relationships with the Board, shareholders and
employees; enhanced credibility and influence as an ambassador;
increased ability to align others to the company’s vision and
mission; successful change management projects; enhanced
managerial competencies; a growth in self-responsibility in self
and others; developing a culture that truly values learning and
development.
The
manager as coach
and
behavioural
coaching
Coaching
involves managers aligning their team and employees to the
organization’s objectives and vision and fostering independent
and creative problem-solving. Another
expectation of managers is that they develop their staff. There
is, after all, a consistent body of research that shows a direct
link between human capital management and superior shareholder
returns.
Coaching
offers managers a methodology for enhancing the individual or
team’s current skills. They thereby develop employees who are
committed and trusted to use their discretion and judgment to act
in ways that are congruent with organizational objectives and
goals. Managers have to manage and coaching is simply a vehicle
for them to enhance their management skills.
Coaching
executive women
Women
executives not only face those issues common to all leaders as
discussed above, but have to contend with other challenges, some
external and some a function of their internalized beliefs and
misconceptions about women in leadership.
Because
of the increasing number of women in the workforce and in
executive positions, there is a greater demand for women to be
coached. Some of the most common coaching issues that surface
include: life balance and the expectations of peers and family,
political
manoeuvring
and relationship building with key
stakeholders, being assertive, delegating and managing dissent and
conflict.
Coaching
Program Managers (CPM’s)
Coaching
Program Managers, trained in Behavioural Coaching methods and
techniques, fulfil many roles. Typically, they are involved in
coaching programs from their inception. As internal coaches, they
often introduce coaching into the organization and oversee and
manage its delivery. They may also be the person designated to
manage a coaching program introduced by an external coach
provider.
B ehavioural
Coaching
and Education
One
of the expanding areas of Behavioural Coaching is in the field of
education. Behavioural Coaches provide individuals, groups,
teachers, students and administrative personnel with a wide
variety of coaching interventions. They train senior teachers to
coach new and experienced teachers and students as well as
establishing and monitoring peer coaching programs. Coaches also
work with students on life skills, study skills and social skills
as well as career choice and preparation.
Career
coaching
and
behavioural
coaching
Coaching
for careers and career transitions offers individuals support,
resources and guidance during what are often stressful
times. Many organizations recognize the importance of career
development as a means of retaining staff. Hence, they offer
internal career coaching programs often conducted by external
coaches.
Behavioural
Coaching
in health-care settings
Behavioural
Coaches work with individual physicians, supervisors and
administrative personnel in hospitals and other public and private
health organizations. Some of the coaching areas include: personal
leadership, management skills, managing interpersonal conflicts
with and among staff, career development and career transition.
Executive coaching services around leadership and management
skills in hospitals typically focus on competencies for doctors in
management and leadership positions. These include resource
allocation, strategic planning and meeting the demand for
profitability while maintaining medical values and ethics.
Sales
coaching
and
behavioural
coaching
In
our first book (‘The Complete Guide to Coaching at Work”), we
explored sales
coaching in relation to the following areas: negative beliefs and
expectations that can impact on sales performance and the
coach’s role in working with salespersons in the ‘flow’,
‘panic’ and ‘drone’ zones. We also discussed coaching
skills for the sales manager. Increasingly, Behavioural
Coaches work with sales
managers to enhance their management and coaching competencies.
Cross-cultural
behavioural coaching
Coaching
individuals and teams in cross-cultural settings is a rapidly
expanding niche for Behavioural Coaches. Such coaches are
specialists who know about and can guide and support others
through the complex process of cultural adaptation.
Chartered
Public Accountants (CPA’s) and behavioural
coaching
Increasingly,
Chartered Public Accountants (CPAs), attorneys and other financial
advisors are coaching other practitioners and entrepreneurs as an
add-on their traditional services. CPA’s particularly, are
recognizing the need to become a trusted advisor to their clients,
being able to work on vision, mission and strategic planning.
Studies show that their clients benefit from coaching
especially in the areas of smarter goal setting and a more
balanced life style.
Others
areas where Behavioural
Coaching is used:
The
application of Behavioural Coaching is not limited to the above
mentioned areas. It also entails coaching coaches including those
in the executive, business, personal and sports arenas.
Furthermore, Behavioural Coaching is carried out in the military,
the civil service and other public institutions and non-profit
organizations as well as the legal profession. Christian coaching
and Spirituality coaching also employ behavioural
coaching methods, tools and
techniques.
In
summary, the application of behavioural
coaching methodologies is employed in a
growing number of areas. These include corporations, small
businesses, public and private organizations such as health and
education and the personal development realm.
Within this vast arena, Behavioural Coaches form an
alliance based on trust and commitment that aims to foster
productivity, growth and well being according to the coachee’s
agenda.
Note:
One of the first published case studies (Mold, 1951) on the
effect of coaching was Manager's as a Coach. The
case study focused on creating a coaching culture and involved
each manager coached by their superior. The program objectives,
including the manager's exploring and accepting their emotional
competencies, such as fear and aggression, were all met.
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industry-proven Certified
Master Coach Course meets the critical needs for business
and executive coaches to be trained and mentored in the use validated,
reliable behavioural coaching models, tools and techniques.
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