As a leader of a fast-growing small or medium-sized business, you know your success depends on more than just strategy and hard work. Your leadership ability, and that of your team, is what will ultimately determine how far and how fast your company scales.
You may have realized it’s time to invest in leadership development. Executive coaching can be a transformative catalyst, but with so many executive coaching companies out there, how do you know which one is right for your business?
If you’re new to hiring this type of service, this guide will walk you through what to look for, what questions to ask, and how to make the best choice for your growth.
Why Executive Coaching Matters for SMBs
Fast-growing businesses face challenges that most large corporations don’t: compressed timelines, evolving leadership demands, and constant operational pressure. Executive coaching helps leaders:
- Transition from “doing” to “leading.”
- Build strategic thinking and decision-making capabilities.
- Develop next-generation leaders.
- Sustain company culture through periods of rapid change.
Choosing the right executive coaching company is an investment in future-proofing your leadership team.
Key Factors to Evaluate When Choosing Executive Coaching Companies
- Experience with Growth-Stage Businesses
- Look for firms that understand the realities of scaling. Growing a $5M company to $30M is a different journey than leading a stable Fortune 500 division. Ask: “What experience do you have working with fast-scaling businesses?”
- Coach Credentials and Methodologies
- Credible coaches often hold certifications from recognized bodies like the International Coach Federation (ICF). Understand their approach: Is it goal-driven? How do they measure success? Ask: “Can you walk me through your coaching framework?”
- Customization, Not Cookie-Cutter
- Leadership development isn’t one-size-fits-all. Seek companies that customize engagements based on your company’s size, leadership maturity, and growth objectives. Ask: “How do you tailor your coaching to meet our unique needs?”
- Focus on Business Outcomes
- The best coaching aligns leadership growth with business performance. It’s not about personal improvement for its own sake, it’s about building leadership capacity to drive results. Ask: “How do you connect coaching goals to our business KPIs?”
- Track Record and Client References
- Ask for examples of companies they’ve worked with and what results were achieved. Reputable coaching firms should be able to provide client success stories. Ask: “Can you share examples of leadership development impact in companies similar to ours?”
- Cultural Fit
- Coaching relationships are built on trust and rapport. Make sure the coaching company’s values align with your company culture and leadership philosophy. Ask: “How do you ensure strong alignment between your coaches and our leadership team?”
- Scalability and Flexibility
- As you grow, your coaching needs will evolve. Choose a partner that can scale with you, offering both individual and team coaching solutions. Ask: “How can you support us as our leadership needs expand?”
Red Flags to Watch For
- Overpromising “overnight transformation.”
- Rigid, formulaic programs that ignore your unique context.
- Lack of clear goals, feedback loops, or success measures.
- Coaches without formal training or business experience.
Questions to Ask Yourself Before Hiring
- What specific leadership challenges are we facing right now?
- What future leadership gaps might emerge as we grow?
- How will we measure success for a coaching engagement?
- What values and behaviours do we want to reinforce through coaching?
Next Steps
Choosing the right executive coaching company is about more than picking a vendor, it’s about choosing a strategic partner who will help you build the leadership capacity you need to fuel sustainable growth.
Take the time to ask tough questions, align on outcomes, and choose a firm that understands the unique pressures and opportunities of fast-growing businesses.
Your leadership bench is your growth engine. Invest wisely.
With decades of experience, we’ll walk you through what a good executive coaching company fit looks like for you. Contact us today.