| 04 Oct |
The Coaching Controversy-Should You Tell Clients What To Do?By Susan Whitcomb | 9 Comments »
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I’ll admit it. I’m an evangelist when it comes to coaching. It helped change my life on multiple levels—
- I believe I can do more than I used to think (and do),
- My income has increased (primarily because of belief breakthroughs),

- I bounce back from setbacks and surprises faster, and
- Much more!
The changes didn’t happen overnight. My journey to being credentialed by the International Coach Federation (ICF), the gold standard in professional coach credentialing, has been a long one. It took six years to earn the entry-level ACC credential, and another year to earn my PCC (Professional Certified Coach) credential. Those who have earned a PCC (or more) from ICF know that it’s no small feat. The PCC credential takes:
- 750 hours of documented coaching time (not consulting or counseling time) with clients, and
- 130+ hours of coach-specific training (and the many thousands of dollars to make that happen!).
Was it worth it? You bet! In the process, I have learned that coaching is a safety net for any conversation. The competencies set out by ICF are pure wisdom and, when mastered, ensure that your client comes away with greater clarity on what they want (and often a bigger dream for what they want), how to go about getting it, and the commitment and confidence to go for it.
I’ve also learned that clients DO have the answers, and that I don’t have to tell them what to do or be ready with a solution. (What a freeing epiphany that was, especially when I truly believed it in my heart and didn’t just give lip service to it.)
But I’ve also discovered something that seems to be a misconception among many career professionals, which leads me to a potential controversy.
In the coaching world, the saying “the client has the answers” is common speak. Said another way, “coaches don’t tell clients what to do.” True, to a degree. So here’s my controversial claim: Career coaches SHOULD tell clients what to do . . . on occasion!
Before any coaching purists crucify me, let me explain what I mean by this statement.
As a career coach, your clients DO have the answers. But, your clients DO NOT always have the resources, strategies, and ideas at their fingertips that you do—especially if they have not been in a job search for a while. You, as a career professional, have likely spent thousands of hours and thousands of dollars educating yourself about the:
- Latest in social media search strategies,
- Importance of keywords in a resume,
- Critical component of positioning yourself with a clear and compelling value proposition,
- Integral nature of networking in a job search, and so on.
So how do you share your vast knowledge and wisdom without “telling the client what to do?” One of the best ways to do so is to use the sandwich technique. There are three steps to it:
- First, ask your client what ideas they have on the topic, for example: “What thoughts do you have about learning more on that?” (The coach then listens to the client’s ideas. If the coach has ideas or resources that might augment the client’s thinking, then move to step 2.)
- Coach: “On that subject, another idea that often works well is to contact professional associations and alumni groups.”
- Finally, finish the idea with a question that puts the decision back into the client’s lap: “What thoughts come to mind about associations and alumni groups?”
You can see that in step 2, the coach “tells the client what to do” by mentioning working with associations and alumni groups. The comment is sandwiched between the client’s ideas in steps 1 and 3, which allows the client to decide what to do with the information. Of course, the coach can go into more detail about how to leverage associations or alumni groups.
There are many other ways to insert your expertise and wisdom into the conversation so that you find the balance between not withholding important information and being overly directive.
The bottom line is that the client has come to you not just for coaching, but for CAREER coaching. So don’t delete your wisdom in the conversation. The coaching “relationship” requires that two people relate!
What are your thoughts on this topic? How have you found balance in sharing relevant information without running your client’s life?!


What do you need to re-prioritize?