How to get your coaching approved by your manager or CEO

You’ve taken on a bigger job, or you want the next one, and you’d like a coach of your own. Most of the leaders I coach have it paid for by their company. Getting a yes from whoever signs it off, your manager or your CEO, usually comes down to one short, clear message.

I’ll use my own answers as the examples (I am a coach, after all), but this works for any coach.

1. Say what you want to get better at

Your manager will want to know what will be different, so answer that first, in your own words. Pick one or two things that matter in your job right now: the first few months in a bigger role, say, or leading people who used to be your peers. Then say what good would look like in a few months. One sentence is enough.

2. Be specific about what you’re asking for

A clear request is easier to say yes to.

Who the coach is. Give their name and a link, so your manager can look them up. For example, me: Richard Russell, richardrussell.co/coaching.

How often, and for how long. Most coaching runs for a few months, with a session every week or two. For example, me: every week or two, over three months.

How it’s paid. Coaches charge by the session, by the month or as a package. For example, me: we’ll talk about it in the Clarity Call, but typically it’s a package.

What it costs. Some coaches put their prices on their website, and with others you need a conversation first, so if your manager wants a number before saying yes, ask for one early. For example, me: after a free Clarity Call and Strategy Session, you get a short proposal with the price, before anyone commits.

3. Answer their questions before they ask

Will the coach report back to me? Coaching is usually confidential, but each coach’s policy is different, so check. For example, me: what’s said stays between us, in line with the ICF Code of Ethics, and with your agreement I can share progress or add short three-way check-ins with your manager.

How will we know it’s working? Ask the coach how they measure it. For example, me: we agree the goals in a few written lines at the start, and we can run 360 feedback at the start and again at the end, so everyone can see what’s changed.

Can HR be involved? Ask the coach how they work with HR. For example, me: yes, HR often arranges the coaching, and what’s shared, and with whom, is agreed at the start with you in the room.

Why this coach? Look for proper training and accreditation, such as the ICF’s, and experience of jobs like yours. For example, me: I’m an ICF-accredited coach, I spent six years at Google and two at Amazon, where I led a 100-person organisation, and I was CPO of a listed company.

4. Send a short message

A few lines is enough. Here’s one you can copy and change. Using a different coach? Swap in their name and one line about them.

5. Book a Clarity Call, before or after the yes

You can book a free 20-minute Clarity Call before you ask your manager, or after they’ve said yes: either works for me. Come on your own, or bring your manager or someone from HR. If it’s a fit, there’s usually a free Strategy Session, then a clear proposal: the goals, the set-up and the price.

If the company says no, you can still have coaching for yourself. We’ll agree how it works, and the price, on the call.

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Want help with this?

I coach leaders as their jobs get bigger, whether their company pays or they do.

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