There is this infamous piece of advice we all have given to clients. It usually comes up during an exploratory discussion or at the beginning of a coaching engagement: “You will only get out of this what you are willing to put in.”
Powerful advice. True, too. Coaching is, after all, a generative, creative process driven by the client, requiring initiative, openness, and a good amount of discipline. It’s hard work. Yet, how far a leader can go in maximizing the impact of coaching depends on another key player: The sponsor and their engagement throughout the coaching process.
Sponsor engagement is pivotal in the development and growth of a coaching client. They are more than just a figurehead; they actively participate in the coaching process, providing support, guidance, and resources. Most importantly, they have vested interest in the client’s leadership vision, their operative goals, and the action steps necessary to get there. After all, coaching in organizations is a business-oriented process to help leaders achieve their full potential in support of the strategic objectives. If coaching succeeds, the organizational unit is more likely to succeed.
Below are some characteristics of sponsor engagement and practical tips to create and sustain their engagement.
What makes an engaged sponsor?
- Active Participation: They are involved in the coaching process, attending meetings, providing feedback, and offering support.
- Aligning Goals: They ensure coaching meets both career and organization’s objectives.
- Accountability: They hold the client accountable for their progress and offer constructive feedback.
- Mentorship: They share their experiences helping the client navigate challenges.
- Advocacy: They advocate for the client’s growth within the organization.
How to create (and sustain!) sponsor engagement?
Spoiler Alert: Coaching successes best not happen in a vacuum. Share what you are learning, realizing, experiencing….and changing about yourself on your leadership journey!
Communicate, communicate, communicate:
- Regular Updates: Provide regular updates on progress, challenges, and successes. Perhaps carve out 15 min of routine check-in meetings to share how coaching is going.
- Be Specific: Use concrete examples to illustrate achievements and areas for improvement. For example, how has the pursuit of a particular coaching goal assisted in improving team dynamics, enhancing ownership of results, or elevated a teams’ commitment to one another?
- Share Aha-Moments: Offer insights and perspectives gained through coaching.
Demonstrate Progress:
- Track Achievements: Keep a record of accomplishments and milestones.
- Show the roadmap: Explain how your progress aligns with the sponsor’s and the organization’s objectives.
- Provide an outlook: Share what you are next working on in coaching, what is not yet at the level you want it to be, and why that is important to both you and the path you are on.
Seek Feedback and Input:
- Active Listening: Do not wait until sponsors volunteer input. Ask for it, and pay close attention to the sponsor’s feedback, questions, and perceptions of what progress they are seeing.
- Incorporate Suggestions: Consider the sponsor’s input when making decisions or setting goals, especially when priorities of initially set coaching goals change.
- Reflect and update: Revisit past suggestions or mentoring given by the sponsor and share how you have chosen to realize them.
Be Proactive:
- Anticipate Needs: Identify potential challenges and proactively seek solutions, especially when coaching goals are met early in the process, or organizational needs require a change in focus areas. Remember: it is a business-oriented process serving you and the organization.
- Take Initiative: Demonstrate a willingness to refine initial goals based on assessments, 360 feedback, or new stakeholders in the mix.
Express Gratitude:
- Thank the Sponsor: Regularly express appreciation for the sponsor’s support.
- Recognize Contributions: Acknowledge their active role in your development.
- Show Value: Demonstrate how the sponsor’s involvement has benefited you.
In the end, leadership coaching IS a team sport. The better you, the client, can cultivate a strong and supportive relationship with your sponsors, the better the sponsor engagement and outcomes you will achieve. Remember: “You will only get out of this what you are willing to put in.” This “you” means everyone involved.
Elevate your Leadership Potential
To learn more about sponsor engagement and executive coaching, reach out to Andreas for a consultation.