Rethinking RFPs for Executive Coaching

It's time to rethink how organizations write RFPs for executive coaching. This video and article explains why the most effective coaches are not necessarily the ones with direct industry experience.

September 5, 2025

A common pattern in Requests for Proposals (RFPs) for executive coaching services is the requirement that coaches have direct experience in the organization’s field. For instance, a hospital may request coaches with medical backgrounds, or a university may prefer those with academic experience. While this may seem logical, it reflects a misunderstanding of what coaching truly is—and what makes it effective.

For mentors and consultants, industry experience is essential. Their role is to provide advice and solutions based on their expertise. Coaches, however, play a very different role. Coaches don’t advise—they listen, reflect, and ask questions that empower clients to find their own answers. In fact, it is often more powerful when a coach does not have experience in the client’s field, as this allows them to bring a completely objective perspective.

The purpose of coaching is to help clients access their own wisdom and insight to resolve challenges. Rather than giving answers that may not fit the situation, the coach facilitates sustainable learning that equips the client to navigate future challenges independently. Over time, clients build stronger problem-solving skills, resilience, and the ability to set and achieve meaningful goals.

This kind of growth only happens when the coach is not burdened by preconceived solutions or industry-specific assumptions. The coach’s neutrality creates the space for deeper exploration, fresh perspectives, and genuine transformation.

What organizations truly need in their RFPs are well-trained, credentialed coaches who know how to remain objective, ask powerful questions, and partner with clients to unlock their highest potential. These are the qualities that create lasting impact—not industry expertise.

If RFPs reflected this distinction, organizations would not only attract more effective coaches but also deliver greater long-term value to their leaders and teams.

It’s time for RFPs to evolve beyond industry experience requirements and focus instead on what makes coaching uniquely powerful.

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