Having an overview of the worldwide training marketplace provides us with a vantage point into training developments in various areas of the world. Variations in training in different nations depend on the manner the programs are put together, the desired number of sessions and whether the training is virtual or face-to-face.

There’s one particular common point, however, and that is the availability of high quality local coaching no matter what the location. Every major business center can find effective coaches, which is great for large companies trying to provide solutions internationally.

What type of coaching do companies want?

According to Acuity Coaching’s research, companies prefer face-to-face coaching sessions over phone coaching sessions. Budget constraints limit the available options to all employees, but for senior professionals, in-person coaching continues to have a strong demand.

In America, where executive coaching have been plentiful for several years, coaches devote a sizable percentage of their time to coaching via telephone. A study in 2012 confirmed that only 44% of training delivery in North America is made face-to-face. In other regions, 80% of coaches use face-to-face training.

One reason behind this is that clients’ mentoring systems tend to be imperfect, preferring coaches whom they know instead of other local mentors. There’s a substantial percentage of training occurring in China via telephone or Skype done by people from North America.

This can be a pity as local mentors could possibly offer more support since they understand the cultural issues. London and other coaching markets have more in-person training, perhaps because it’s easy for coaches to travel, while a number of other nations favor a mix of in-person and telephone training.

Difference in Expectation

Due to the versatility of training to meet personal needs, common expectations differ from country to country.

In Scandinavia for example, coaches like to have longer training periods, while in Northern and South America, coaches like shorter sessions. In The United States coaches would rather offer programs with a defined number of hours.

Sadly, if you are using the wrong training provider, it’s possible for them to over-estimate the number of hours hours necessary to accomplish the specified results, which means excessive charges to you.

About the question on worldwide costs, the price of coaching is fairly constant all over the world and doesn’t differ much – based on the cost of living in the country concerned. A fascinating study is to compare luxury products, where costs are aligned to global standards. In many instances great coaches are dealing with multinationals and therefore receive rates paid in nations like the US and the UK.

Who pushes cultural differences?

It’s arguable that coaches themselves are dictating the cultural variations, not those that are coached, possibly for commercial reasons. Clearly, an individual having a professional view may favor a two-hour session over two one-hour sessions – not because of the time they have to schedule on their diary or the traveling time it requires. The intensive short coaching sessions are best for people who are working in a quick-paced, time pressured setting.

Standards and reliability of this business are improving. Some nations took measures to enhance standards of training available locally. Singapore, for instance, went to the trouble to ensure they have a higher quality coaching marketplace by intervening over ten years ago and motivating coaches to train for the local market.

Emerging markets in coaching

I’ve seen lots of improvements on the market since 2007 and the improvement of coaching in growing nations is interesting to see. In places like India it was previously difficult to find coaches. At the beginning, training companies dabble in for the income and output, without being very particular. This resulted in the variable quality of locally trained coaches, whilst the business was primarily driven by individuals seeking to earn money by selling training in coaching skills.

It requires about 5 to 10 years to well develop a coaching market and today you’ll find exceptional coaches all across India with networks offering coaching resources in several places across the country.

As before, being particular may be the key to effective coaching interventions. Actions have already been taken to carefully meet the needs of the coaches, using the skillset and expertise of a nearby mentor. Aligning the coach’s knowledge with the target goals is essential.

There’s no single solution to the coaching needs in various places in the world. It’s very important to work with individuals and never stick to a standard of what’s to be expected from typical coaching in a specific area.

Looking forward to future developments, coaching is increasingly being pushed to more junior positions, therefore utilizing various cost-effective ‘virtual’ delivery. Coaching centers are also becoming popular, in which a coach stays for a day and personally trains numerous people.

However, the interest in in-person coaching for senior-level positions remains high. And so, having access to a group of top quality local coaches will be a continuous requirement for big international companies.

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