Good vs. Bad Coach: Why It Matters

Starting the search for a coach or counselor can feel overwhelming. There are zillions of people who call themselves coaches or counselors. To find the high-quality ones, you can follow some simple rules.

Bad Coaches & Counsellors

• Overemphasis on Selling Packages or Long-Term Commitments

  • While some professionals offer packages for convenience, pressure to commit financially upfront or purchase extensive packages can indicate a focus on sales over service. How can anyone know if my topic requires 1, 5, or 10 sessions upfront?

• Vague Qualifications or Lack of Specialization

  • Effective coaching and counseling require skill and training. If a professional is vague about their credentials, it’s a red flag. Studies reveal that specialization improves outcomes, as trained professionals are more capable of addressing specific issues (Hill & Corbett, 1993). Ask for qualifications and have them checked online or via an AI Tool.

• Promises of Quick, Guaranteed Solutions

  • Beware of anyone promising fast, guaranteed results. Claims of quick fixes may signal that the practitioner is more interested in marketing than your long-term success. And - unfortunately - there are no guarantees that one certain psychological approach will work in your case. To increase your chances of success, choose coaches and counselors that use evidence-based approaches.

Good Coaches & Counsellors

• Look for Authenticity

  • Studies show that therapists who present themselves authentically - showing their real personality rather than a “professional facade” - promote trust and openness in clients (Kolden, Klein, Wang, & Austin, 2011). Clients are more likely to feel comfortable sharing openly and exploring vulnerable issues when they sense their therapist is genuine.

• Nonjudgmental Atmosphere Drives Success in Coaching

  • The therapist’s ability to create a welcoming, nonjudgmental atmosphere, is also associated with better outcomes. Carl Rogers, a central figure in humanistic psychology, emphasized empathy as one of the "core conditions" for effective therapy. Research confirms that empathy contributes to a strong therapeutic alliance, which is one of the most robust predictors of success in therapy (Horvath & Greenberg, 1989).

• A Coach Should Challenge You

  • A good coach should be someone who occasionally disagrees with you, offering an alternative perspective that may challenge long-held beliefs or assumptions. Often, we carry stories or beliefs about ourselves that we’ve internalized over the years, but these narratives might not be as accurate or helpful as we think. A coach who is willing to disagree respectfully can help us examine these stories, breaking through mental patterns that limit growth.

When searching for a coach, counselor, or therapist, choosing the right fit can make a world of difference in your journey toward growth and healing. I recommend using reputable platforms such as Psychology Today that allow you to compare professionals, explore their specialties, and review qualifications. This helps you find someone who aligns with your needs and goals.