Behavioral coaching is increasingly popular as a tool to improve business leadership, yet businesses need to be sure they understand the keys steps and impact before engaging a coach. - BY INGRID JOHNSON

A long-time staple in the sports arena, behavioral coaching is increasingly being offered as an option for business leaders. Many choose it as an attractive alternative to other types of leadership development training or programs. Yet before committing time and money to this practice, it’s important to understand what behavioral coaching is, the key steps of the process, and how it can impact your company’s bottom line.

What is behavioral coaching?

Despite the broad use of this phrase in business marketing materials, “behavioral coaching” is a widely-defined, dynamic field. Drawing from a variety of disciplines, this approach commonly seeks to apply principles of cognitive-behavioral therapy, neuroscience, organizational psychology, and systems theory to the professional environment.

In general, coaching can refer to any feedback strategy that involves positive, corrective guidance leading to pre-specified goals. Behavioral coaching for employees and managers is usually aimed at improving performance and productivity at work, leading to professional growth and development. The most comprehensive coaching will address mental, emotional, and physical factors.

Specifically, behavioral coaching examines how an individual functions in the workplace and identifies the emotional factors and motivations behind the employee’s actions. Unlike other types of coaching or counseling, the behavioral approach is not looking to the past for clues or narrowly assigning personality styles; rather, it is always forward-focused and assumes change is possible. A key tenet in behavioral coaching stems from a prominent coach in the field, Dr. Perry Zeus, and states that much of human behavior is learned. Because most actions are the results of conscious or unconscious habits, an individual is free to “unlearn” unhelpful behaviors and replace those choices with ones that will lead to greater success.

What are the key steps of the behavioral coaching process?

While each coach will bring a unique approach to the process, there are several key steps that are common among the best coaching models. Each of these steps must be adapted to suit the particular client’s needs, personality, context, and ability. Other factors that affect the coaching process include the organizational culture, business objectives, resources available, and the coach’s own style.

Define the goal

Behavioral coaching begins by defining the desired goals and outcomes. Usually, this is related to a particular skill, role, or task. For example, a coach could be brought in to help improve an employee’s presentation skills, confidence in networking, or salesmanship. It’s essential to have a clear objective from the outset in order to effectively measure the impact of the coaching process.

Collect data

Part of behavioral coaching’s usefulness is derived from careful data collection about specific behaviors in the professional context. This information can be gained from observing the coachee in action, interviewing peers, supervisors, and employees, and through in-depth discussion with the coachee. The behavioral coach is looking for evidence of how systems at play may be impacting choices and actions, as well as revealing the motivations and impulses driving the individual’s actions. This is also an opportunity to supply relevant education from neuroscience, systems theory, and organizational psychology.

Self-reflect

Part of gaining further insight into the coachee’s mindset comes through encouraging self-reflection and increasing emotional and cultural awareness. It is at this point that the dynamic between the coach and student becomes especially crucial for success. When coaches communicate well, and students are open to potentially revealing and challenging conversations, powerful insights can be gained.

One key component in most coaching approaches is to uncover “limiting beliefs,” thoughts or feelings that may be holding a person back from success. For example, someone who is convinced they are “too shy” or have little of interest to offer others may consequently struggle with effectively networking because they are already certain of their failure. In effect, their belief about the situation negatively impacted their actions and led to a poor outcome, regardless of their actual skills.

Improve mindfulness

To help bring about change, an effective behavioral coach will help the student become more aware of the drivers of their actions in the moment, as well as their physical, mental, and emotional states. Many coaches offer training in meditation and mindfulness practices. They may direct coachees to keep journals in order to isolate a limiting belief, notice triggering events, and identify an alternate view or behavior. In many instances, as a student sees their underlying emotions more clearly, they may also come to see how these feelings may not be logical or true. Mindful of their mindset, a student can challenge their beliefs and choose to make a more positive choice.

Measure success

Based on the initial criteria that were set, the coach and student can determine how the coaching process is working. Comparisons are only made against the individual’s past behavior and choices, not with peers or competitors. As before, data is collected from co-workers, supervisors, and the student. It is important that the student is satisfied with both the techniques involved as well as the outcome of the coaching. There is also an opportunity to give feedback to the coach at this point.

How can behavioral coaching have a positive impact on the workplace environment?

The best behavioral coaches will help employees and managers to unlock their potential for personal and professional success. By creating individualized, targeted plans for growth around certain skills and competencies, coaches can help organizations develop their existing workers in measurable ways. Coaches can also aid in holding employees accountable to their committed goals and setting clear expectations.

Behavioral coaching should not be used as a replacement for traditional psychotherapy, especially in cases where severe depression, trauma, or anxiety may be involved. However, when appropriately utilized, behavioral coaching can lead not only to increased success at work, but also a greater sense of happiness and fulfillment. Organizations whose employees are happier are more likely to retain those workers and see overall company growth. Behavioral coaching can be an excellent way to increase profitability, improve corporate culture, and develop employees.