ToEXECUTIVE is an executive and business coaching services company in Madrid run by economist and executive coach Susana Lugo Ruiz.
My activity as an executive and business coach in Spain is starting to develop intensively in 2018. To practice as a coach, I have trained for many years in Spain, the United Kingdom and Switzerland. My coaching clients are mainly companies, managers, senior professionals and/or entrepreneurs. Thus, I can say that what I have been observing as a professional coach over the years is:
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- the gradual maturing of the coaching market in Spain
- a growing professionalisation of the actors involved in business coaching processes
- and a progressive fragmentation of this market.
What is the basis for the professionalisation of coaching?
Above all, from my experience as a coach, the evolution of coaching has 3 agents of change: the companies, the clients, and the coaching practitioners themselves I try to develop this argument a little further below, for interested readers and clients
Business demand for coaching services
Nowadays in Spain, more and more companies are requiring coaching services, and the number of companies coaching services for their managers, teams and employees, something that a few years ago, only emerged from large multinationals. Likewise, the people who are dedicated to buy business coaching have been varying, both in their location in the organization chart, as well as in their degree of knowledge and skills. and in their level of knowledge of what coaching is. Because until relatively recently, the contracting of coaching services was coaching The request arose because “someone who is a coach, someone who is not a coach, someone who is not a coach, someone who is not a coach, someone who is not a coach. The requirement arose because “someone” requested a quote for “coaching”, and this professional searched on Google, and then contacted someone who advertised himself as a “coach”.
Key Human Resources
Nowadays, it is the human resources departments of companies who are in charge of buying coaching, already with knowledge, which in some cases, entails their training as internal coaches, therefore, the interlocutor has changed depending on the profile of the employee for whom the coaching is requested, the HR professional in charge of buying coaching today ranges from manager level to the HR director or even the CEO. It is not uncommon that if the coaching service is required for a senior manager, key manager or team, the coaching engagement process involves several people, and ends up on the boardroom table, because the need to find an executive coach to develop or help that manager involves dealing with strategic or “sensitive” issues, I have even had to hold conversations with corporate Human Resources directors, located in Europe or Latin America, deciding on the development of their executives located in Spain .
The type of client receiving coaching
In relation to this, it is true that the client I work with as a coach is located in the corporate and business environment. My executive coaching service is specialized, and directed to clients where, I believe, I add value; companies, managers and/or entrepreneurs, it is about this segment, about which I speak Then, the needs of this target, are associated with leadership, skills acquisition, professional development, accompaniment, business issues, achieving results, dealing with change, conflict management and team To meet these needs, they seek the potential offered by the methodology of coaching and mentoring.
The leadership factor
Undoubtedly, leadership is the main motivation in the coaching requests that companies make to me for their managers or to facilitate it at the middle management level. And it is because the company sponsoring the coaching needs to generate a change, either for its growth, its business strategy, or sometimes, to get out of conflictive situations related to people management. These problematic situations have an impact on the welfare, results and work environment. Often, I am asked for coaching processes, telling me that the manager is competent in results but has areas for improvement in people management and leadership skills.
The evolution of the executive coach in Spain
I would also like to mention that this evolution in demand has led to the professionalization of the supply side. has led to the professionalization of the supply of professional coaches, in a scenario of fragmentation and an increase in the size of the Spanish coaching market. Thus, this market is composed of companies landing from other geographies, business schools with a coaching services unit, independent coaches and small training and coaching services companies. This would include the online coaching platforms that are already proliferating, I would dare say, imitating the speculative boom of many others, offering psychological therapies Of course, all these players in coaching offer different experiences, quality, guarantees and prices as happens with any professional service. in coaching offer different experiences, quality, guarantees and prices as in any professional service. coach’s office should be an appropriate place for the professional practice of professional practice of coaching, guaranteeing absolute confidentiality Both for the client’s profile or level in the organizational chart, as well as for the corporate processes explained above, the coach’s work often requires working with the coachee, and in parallel with the organization where he/she is immersed. For the corporate coach, it is even necessary to know about business consulting, human resources The corporate coach must be familiar with tools, such as performance appraisals such as performance evaluations, climate studies, job profiles, competencies, career and individual development plans, as well as people facilitation techniques. people facilitation techniques
Conclusion
The coaching market in Spain is growing and maturing. It is fragmented, which means that it is heterogeneous The issues involved in executive coaching are important; The companies that buy coaching have professionalised their purchasing processes and their interlocutors The figure of the coach moves between the few who are highly qualified, such as the consultant coach, those who do entertainment, motivational speakers, and even those who do pseudotherapy “life coaching”, To conclude, I believe that the client or the company that buys coaching should hire a coach that is aligned with their needs, possibilities and objectives Read more about coaching services here
Susana Lugo Ruiz [icon name=”linkedin” style=”brands” class=”” unprefixed_class=””]
Executive and business coaching services
Madrid (Castellana – Salamanca) Face-to-face and online sessions
info@toexecutive.com
Contact us here
