Knowing the customer's needs

In the context of leadership coaching, the process of understanding the client's needs lays solid ground for development and advancement. Capturing the client's needs, expectations and challenges provides the opportunity for the coach to tailor his or her approach and create a customized action plan with great effectiveness.

In this context we refer to the client as a sponsor or a superior who is looking to improve or develop specific aspects within the organization and requires your support (this can be your organization or you can be hired as an external coach).

What needs are you trying to meet and what is the level of priority? The answer to that question is the starting point. It is important to determine why you are doing this, what you want to achieve.

In the case of responding directly to a sponsor, it's as simple as listening and pointing it out. Ask directly: What do you want to improve? If I could change anything, what would it be? How do you think I can help you improve? Once you are clear, it's time to assess the situation and ask yourself if you can really help or if you are willing to do the work. How can you help them?

The most common categories of needs in leadership coaching fall into the range of performance improvement and behavioral (or attitudinal) change in staff. But whatever the need, you need to clarify what you want to improve and determine the metrics that will help measure the outcome and allow a clear comparison between before and after.

These may be productivity, process, quality or financial measures. Or behavioral measures such as motivation, performance, communication, teamwork, and so on. Exactly what aspect needs to be improved, what state it is in at that moment and who is involved. And then re-prioritize.

The success of the coaching process will be determined by the direction and clarity provided by these answers.

Here are some steps that can serve as a guide to understanding the client's needs in leadership coaching:

• Exploratory interviews: the coach conducts exploratory interviews with the client to understand his or her context and situation. These interviews may address topics such as career goals, current challenges, areas for growth, and expectations regarding the coaching process.

• Identifying patterns and themes: As the coach interacts with the client, the coach seeks to uncover recurring patterns and themes in the client's narratives. These patterns may reveal specific areas in which the client is seeking growth and improvement.

• Gaining a holistic perspective: the coach aims to gain a comprehensive and complete view of the client, considering both professional and personal aspects. This holistic understanding helps to design an action plan that addresses needs in multiple areas.

• Maintaining Open Communication: throughout the coaching process, the coach maintains fluid communication with the client. This makes it possible to adjust the plan as needed and to address new needs that may arise.