Everyone loves a sale! We all love to believe that when we pay for something, we are getting something of great value. When this happens, we tell our friends, we show off what we have bought, and we soon turn to finding another great deal. When considering the Return On Investment of coaching, this has often been debated over the years because it can be hard to objectively measure: there is nothing tangible that we carry away from coaching, there is nothing that directly points to the efficacy of coaching, and there are other contributing factors that impact the efficacy of the ROI of coaching. There is no methodology for measuring ROI. There is not a product or result that we can directly point to and say, “Look at this and what a great deal this is! I bought this coaching program and look what happened!”
There have been studies over the years, however, that have attempted to put a number to the value of coaching. McGovern in 2001(2), Grant in 2012(1), and Michael in 2021(3) all agree that coaching is “notoriously difficult to quantify.” Attempts to assign a number to coaching have ranged from 221% effective, to 545% effective, and all the way to 788% effective! With numbers like this, it is hard to determine what to believe.
To truly consider and calculate the ROI on coaching, one must fully take into account all the benefits that coaching brings to a participant and all the ways that it impacts a career, a life, or a skillset. For example, in my field of medical speech language pathology, I see and hear about numerous SLPs who are wanting to take their careers into directions that they have dreamed of since starting graduate school. I also know of SLPs who are in the school setting and want to transition into the medical setting. I know of SLPs who want to stay in their medical setting but they want to learn how to manage some of the challenges within their setting such as productivity demands, charting, demands, and conflict resolution.
When we measure ROI on coaching by these parameters, then our numbers take on a new dimension. Take for example, the SLP who is not content in her current position and is wanting to shift to a setting that aligns with her personal and career goals. Her ROI on coaching will likely be measured in an increased salary as she has in an increase in her confidence and she is now working in a setting where she is able to practice her clinical specialties, take the continuing education courses that supports the direction she wants her career to go, participate on committees that aligns with her interest, and demonstrate a significant increase in overall job satisfaction, spilling over into greater life satisfaction. The increase in confidence, competence, and choices does indeed result on a positive ROI.
When ROI is coaching is measured by this yardstick, the results are better that a great deal at the store. It’s like Christmas time and each box that is opened under the tree is a gift that the SLP is giving herself because she is worth it. She won’t have to run around and show others how great it is as they will be able to see for themselves. Return on Investment then becomes Reward on Investment, and who wouldn’t want that!
Ready to invest in your future with an SLP coach? Check out Fresh SLP’s CCC Coaching to learn how to develop your Competence, Confidence, and Choice!
1. Grant, Anthony M., ROI is a poor measure of coaching success: towards a more holistic approach using a well-being and engagement framework. Coaching Psychology Unit, School of Psychology, University of Sydney, Sydney, NSW 2006, Australia (1 March 2012)
2. McGovern, J., Lindermann, M., Vergara, M.A., Murphy, S., Barker, L., & Warrenfelz, R. (2001). Maximizing the impact of executive coaching: Behavioral change, organizational outcomes and return on investment. The Manchester Review, 6(1), 19.
3. Michael, Jody. Measuring the ROI of Executive Coaching https://www.jodymichael.com/blog/measuring-the-roi-of-executive-coaching/