Woman buying coaching services on her laptop

A Guide for HR Managers: Navigating the Process of Buying Coaching Services

April 10, 2024

Posted by BOLDLY

Dear HR Managers,

Having spoken with so many of you, we know that investing in coaching services has become increasingly essential for nurturing talent, driving performance, and fostering professional development within your organisations. However, the process of buying coaching can often be daunting, especially for those new to the practice. That's why we've put together this comprehensive guide to help HR managers navigate the journey of purchasing coaching services effectively.

  1. Securing Budget Internally: As HR managers, obtaining budget approval for coaching initiatives requires demonstrating the tangible benefits and return on investment (ROI) to key stakeholders. Start by outlining the specific objectives and outcomes you aim to achieve through coaching for the individual in question, whether it's leadership development, employee retention, or performance enhancement. Emphasise the long-term value of investing in talent development for this particular person, and provide data-driven insights and case studies showcasing the impact of coaching on individual and organisational performance.
  2. Build a Clear Engagement Listing: It’s important to be as thorough in your briefing as you can. This is essentially a job description for the coach! The more clear you can be about what the coachee needs, their background, and anything else going on in your business, the better prepared the coach can be for a chemistry meeting. Include details like assessments completed, competency models, company values, etc so the coach has context at the briefing stage - the more thorough you can be, the better coach selection you can make.
  3. Reviewing the Coach Pool: When evaluating potential coaches, it's essential to consider factors such as their qualifications, experience, coaching approach, and compatibility with your organisational culture and values. That’s where BOLDLY comes in! You don’t want to simply do a google search or ask around - it’s hard to know what quality you’ll get. Seek coaches who hold reputable coaching certifications, possess relevant industry experience, and demonstrate a track record of success in working with similar coachees or challenges. BOLDLY gives you the confidence that these qualifications, ethics, and reference checks have been done on any coach you’re shortlisting.
  4. Engaging with a Coach: Once you've selected a coach, establishing clear expectations and objectives is crucial for a successful coaching engagement. Define the scope of work, including the number of coaching sessions, duration, and desired outcomes, and ensure alignment between the coach, the coachee, and the organisational goals. Make sure the manager is involved, and understands the remit of the engagement too, so they can be an enabler. Encourage open communication and collaboration throughout the coaching process, allowing the coachee to drive the agenda while providing guidance and support as needed.
  5. Debrief Ongoing: Particularly at the mid point and end point of the coaching. You should be staying close to the coachee for their comments on the progress, and you should be in ongoing conversation with the coach too. Of course, don’t expect to know the content of the coaching, just the progress, and if there’s anything else needed to maximise the benefit. At the end, that thorough briefing you wrote will come in handy! Did the coaching achieve it’s objectives? If not, often coaching starts with one set of goals, and evolves to address other issues too. But simply having objectives keeps the process aligned to business needs and the motivations of the coachee so you can determine success.
Coach and coachee shaking hands after a successful meeting

In summary, purchasing coaching services involves strategic planning, thorough evaluation, and effective communication to ensure alignment with organisational objectives and maximise the value of the investment. By securing internal budget, carefully reviewing the coach pool, and setting clear expectations for engagement, HR managers can leverage coaching as a powerful tool for driving employee development and organisational success.

Best regards,


To harness the full potential of leadership development in your organisation, contact us at connect@boldly.app. BOLDLY is a coach marketplace featuring vetted coaches who specialize in transforming team dynamics and fostering innovative cultures through leadership development coaching and courses.