How to Make Executive Coaching Worth It

In today’s fast-paced, competitive environment, organizations are proactively focused on their leadership needs to meet evolving operational demands. Businesses are investing in executive coaching to drive high-ROI leadership development, enhance decision-making, and increase employee retention.

Some of the most commonly asked questions are “Is executive coaching worth it?” and “does executive coaching work?” According to Ivonne Chirino-Klevans, PhD, clinical assistant professor of organizational behavior at UNC Kenan-Flagler Business School, the answer is “yes,” but effective coaching involves building trust, setting clear expectations, and sometimes incorporating skills development.

Executive coaching is a personalized, high-impact development process designed to help senior leaders enhance their effectiveness, navigate complex challenges, and achieve organizational objectives.

An executive coach acts as a trusted advisor to leaders—helping them identify growth opportunities and accomplish their professional goals. Coaching can help improve decision-making in business, enhance strategic thinking, and increase self-awareness.

Executive coaching provides many personal and professional advantages, including:

Often, professionals assume that coaching is reserved for troubled employees or for those in need of counseling, but that is not the case at all.

Coaching is not about “fixing” problems. Coaches do not give you the answers; instead, they offer guidance and help you find the answers within yourself. Executive coaching differs from the following practices:

While most leadership coaching goes to C-suite executives, it is not restricted to them.

Many leaders leverage coaching during these transitions to maximize their MBA salary growth and corporate upward mobility.

Dr. Chirino-Klevans has been an executive coach for both executives and Olympic athletes. “Although the perspective is different, there are a lot of similar skills that we focus on during sessions,” said Chirino-Klevans. “Executive coaching is good for someone who is thinking about moving from one area of expertise or industry to another, or for someone who is leading a large organizational change, like a merger or an acquisition.”

According to Tandem Coaching, an ICF-credentialed executive and leadership development firm, executive coaching costs can range between $150 and $1,000+ per hour. This is a significant financial investment, so it is important to vet potential coaches and ask the right questions to ensure that coaching is the right fit for you.

Dr. Chirino-Klevans says the first thing you should look for is someone who has gone through training and has the right credentials. She also suggests looking for referrals. “That’s how a lot of people find their coaches,” she said, “because you could have someone really good, but if no one has ever worked with them, you don’t have the perspective of someone you know and trust that has already gone through executive coaching.” Many organizations vet executive coaches, such as the International Coaching Federation (ICF).

“When you find an executive coach, my recommendation is that you interview them, and it should be a two-way interview—because just like with any other type of professional relationship, there must be chemistry,” said Chirino-Klevans.

Chirino-Klevans recommends asking potential coaches the following questions:

An effective coaching session is a structured conversation intended to help you gain clarity. It may take place in person, over the phone, or through a video call. Coaching represents a collaborative relationship in which you and your coach jointly shape your personal development. You establish the agenda, while your coach assists you in setting goals and ensures you remain accountable for your progress.

Dr. Chirino-Klevans explained that the standard process is typically an agreement to meet once a week for about 50 minutes to an hour. Her preference is to start with weekly meetings, then once goals are established, move to biweekly meetings—allowing the client to reflect, enter in their journals, and come back with more data, so that the plan can be adjusted if needed.

In between sessions, Dr. Chrino-Klevins recommends giving homework and readings to complement the coaching. She also advises setting S.M.A.R.T. (specific, measurable, achievable, relevant, and time-bound) goals and distinguishing between outcome-based and process-based goals.

At the core of executive coaching is self-awareness—focusing on the reality of your behavior, not the story you tell yourself about yourself. Executive coaching sessions enhance self-awareness by offering a private, impartial environment to recognize behavioral patterns, emotional triggers, and blind spots. Key tools used for self-discovery include:

Real-world example: Dr. Chirino-Klevins had a client who had recently shifted from an individual contributor role to a leadership role and had received 360-degree feedback she wasn’t happy with. “Her team was not able to predict her behavior, and in her mind, she was adjusting to different styles,” said Chirino-Klevins. “We worked through emotional intelligence, communicating effectively, self-awareness, and building her personal brand.” The client was ultimately able to modify her perception, and she continued to grow in the organization.

Real-world example: Dr. Chirino-Klevins advocates for the use of assessments and journaling to measure progress in coaching. “With journaling, I can see how my clients’ perceptions are changing,” she said. “I can see how they are recording specific situations, where they have implemented these strategies, and the outcomes they are getting as a result of implementing these strategies.”

When approaching an executive coaching session for the first time, try not to turn the meeting into a venting session at the risk of sabotaging your own growth. Clients who make this mistake end up asking for direct answers—giving away their autonomy and limiting the potential of coaching. Remember: an effective coaching session is a collaborative one.

Lack of pre-session preparation is another common mistake that people make. It is important to show up to your sessions with a specific topic or goal that you want to discuss. Take time to self-reflect in advance, and ask yourself questions such as, “What am I finding most challenging?” and “What obstacle is keeping me from growth?” This way, your coach will be able to better guide and support you.

Dr. Chirino-Klevins said one of the most common mistakes she has seen clients make is identifying the wrong expectations. “I advise against pretending or covering oneself during coaching sessions. It is important to feel safe and vulnerable within the coaching relationship,” she said. “Clients need to be honest and open to achieve the best results; otherwise, the coaching relationship is not working.”

Just like with any new endeavor, executive coaching is largely what you make of it. Maximizing your coaching experience requires having a growth mindset, being honest, and building a strong partnership with your coach. It also requires deep vulnerability, active preparation, and consistent application.

To get the most out of your coaching sessions, you must commit to establishing clear goals, prioritize your appointments, and stay the course—recognizing that change doesn’t happen overnight. Enter each session well prepared and embrace feedback to promote lasting behavioral change over a duration of 3 to 6 months.

If you are exploring MBA career paths and potentially considering executive coaching, Dr. Chirino-Klevan’s advice is to have a clear understanding of your expectations. She stresses the importance of keeping both yourself and the coach accountable, being open to feedback, and being willing to adapt your skills to new contexts.

“Sometimes change can be difficult, and that is okay. It helps you build resilience and the ability to be nimble, which is what organizations need,” said Chirino-Klevans. “It is important to be comfortable with change, because if your executive coaching does not lead to change, then it is not doing its purpose.”

The Online MBA program at UNC Kenan-Flagler, ranked #3 by U.S. News & World Report, has been developing agile leaders in an online format for over 15 years. The program offers a wide range of leadership experience opportunities, allowing students to choose from more than 40 electives, experiential learning and workshops, and unlimited personalized coaching.

The core MBA curriculum includes courses on Leading and Managing and Responsible Leadership. Increase your knowledge in areas such as negotiations, people management, and decision-making. Additionally, you will have the opportunity to attend in-person and virtual leadership sessions.

Online MBA students are also eligible for the Leadership Academy Certificate, an additional formal credential designed for high achievers to excel in senior-level roles across various industries.

Visit the Online MBA to learn more and get started today.

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