Advice for New Executive Coaches: 7 Key Lessons for Early Success
Executive coaching is a dynamic field that demands a unique set of skills and strategies. This article delves into key lessons for new executive coaches, drawing from the wisdom of seasoned professionals in the industry. From specializing in a coaching niche to fostering authentic relationships, these expert insights provide a roadmap for early success in the world of executive coaching.
- Specialize in Your Coaching Niche
- Listen Deeply to Uncover Client Needs
- Facilitate Clarity Through Reflective Questioning
- Empower Clients to Discover Their Insights
- Guide Leaders Toward Self-Discovered Solutions
- Build Trust Through Authentic Relationships
- Create Space for Clarity to Emerge
Specialize in Your Coaching Niche
"Niche, niche, niche" - as the saying goes, "the riches are in the niches" - is a true statement. When I have the privilege of coaching new executive coaches, I find they are all over the place. They want to coach everybody on everything and then find it hard to develop a client base. The result is that they get either discouraged and/or burned out as they are not focusing on the area where they excel AND enjoy.
When I became an ICF PCC certified executive coach, I made the error of putting that title on my website. This resulted in my getting inquiries for coaching of all types. I accepted a few clients but soon realized I was out of my zone of genius. I went back to my website and added the word "career". I am an ACE when it comes to all things career-related, and I am a career practitioner at heart. That's what I love doing, and that's where I know I can help the most and get results.
Reframing myself as an "Executive Career Coach" has now yielded me a consistent flow of clients that aligns with my niche. I even niched down further, focusing on working with top Fortune 500 and above senior leaders in Insurance, Healthcare, and Tech. And guess what happened? One doctor led to another doctor, one CIO and CTO led to another, and so on. Once I helped one achieve the results they were looking for, they gladly referred me to their friends and others who needed my assistance.
Overall, when you are trying to speak to and serve everyone, you will actually end up not reaching anyone at all.
Listen Deeply to Uncover Client Needs
As the CEO of Spectup, I've had my fair share of experiences that have shaped my perspective on what makes effective leadership. One key piece of advice I'd give to a new executive coach is to really listen to their clients - it's easy to get caught up in trying to offer solutions, but often the most valuable thing you can do is hear what's not being said. I remember when I was working with startups at N26, I had to learn to pick up on subtle cues from founders about what they really needed, beyond just what they were asking for. For an executive coach, building that kind of trust is crucial. It's also helpful to stay flexible - every client is different, and what works for one won't necessarily work for another.
At Spectup, we've seen this firsthand as we work with clients across various industries and stages of growth. Keeping a growth mindset yourself is essential, as you'll be constantly learning from your clients' experiences too. One of our team members once shared that the most successful coaching relationships are the ones where both parties are willing to learn from each other.
Facilitate Clarity Through Reflective Questioning
One key piece of advice I'd give to a new executive coach is to focus on listening to understand, not to respond. Early on, I thought I had to always offer brilliant insights right away. But the real breakthroughs came when I slowed down and gave space for clients to uncover their own answers.
You're not there to impress; you're there to reflect, ask the hard questions, and guide. The most powerful sessions I've had weren't the ones where I shared a framework or strategy, but where I said, "Tell me more," and let the silence do the work.
Keep in mind that trust isn't built with credentials; it's built with presence. The more grounded and nonjudgmental you are, the more your clients will open up. And when they do, that's where real change begins. Coaching isn't about fixing—it's about facilitating clarity and confidence.
Empower Clients to Discover Their Insights
My key piece of advice for new executive coaches is this: your primary role is to listen deeply and ask powerful questions -- not to provide answers or solutions. The real transformation happens when clients discover their own insights from within. Learning to trust this process has been both my greatest challenge and my greatest growth as a coach. When you focus on empowering clients rather than solving problems for them, you build true leadership capacity -- and that's where the real magic lies.
Guide Leaders Toward Self-Discovered Solutions
If I could give one piece of advice to a new executive coach just starting out, it would be to master the art of listening deeply before advising. Your role isn't to provide all the answers, but to guide leaders toward discovering solutions themselves. Your greatest impact comes when you ask insightful questions, offer reflective observations, and empower your clients to unlock their own potential and clarity.
This approach establishes trust, builds confidence, and creates lasting, meaningful results for the leaders you coach.
Build Trust Through Authentic Relationships
Your team looks to you for support and guidance, so lead by example and, above all, be an active listener. Building trust starts with authentic relationships. Show your team that you care about them not just as professionals, but as people. That's how you cultivate the 'know, like, and trust' factor that drives real connection and lasting impact.
Create Space for Clarity to Emerge
Start by listening more than you speak. In the beginning, it can feel tempting to prove your value through advice, but the real impact comes from holding space for clarity to surface. People rarely need all the answers; they just need someone who helps them hear their own thinking more clearly. What matters most is presence. When you show up with full attention and genuine curiosity, the right questions tend to find their way in.
