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We won’t shoehorn you into working with a coach unless all the pieces fit.

Aziz Coach Matching Process

We pride ourselves on our coach matching process. We don’t use drop down menus or fancy algorithms to suggest coaches who are a good fit. For us it starts with a conversation (tweaked over the decades) which involves:


Listening, and I mean active listening to the client, or in some cases the coachee themselves, describe:

  • why they want a coach
  • why now?
  • what do they hope to achieve from the coaching?
  • what kind of coach do they think they will respond best to?


Gaining an understanding during our conversation helps us:

  • learn what the organisation wants from the coaching programme
  • how that aligns with what the individual wants
  • know if the coachee actually wants to be coached
  • know whether coaching being thrust upon them


Asking the client:

  • has the coachee heard all this feedback, properly heard it, through their line manager?
  • how accepting are they of this feedback?
  • how self-aware are they?
  • how much do they want to change – really want to change?
  • what is the incentive for change? Is there a promotion being dangled?
  • does the organisation truly want to support this individual through their journey? – this one is super important.
  • will the line manager be part of the process? If not, why not?


We might ask more questions than our client is expecting us to, especially those who are using our services for the first time. We might also challenge back a little if we feel that coaching may not be the solution or that the organisation needs to do something before a coach is introduced. That comes to a shock to some of our clients too as some are perhaps just expecting us to say “here you go, here’s a brilliant coach, and here’s what the programme (off-the-shelf) looks like.”

Suggesting ‘good fit’ coaches

You see all this information is critical to us being able to work out who might be a ‘good fit’ coach – not just any coach but one that will bring the right experience, right expertise and the right approach. As well as a bio for each of the coaches we are putting forward, the client can read a couple of paragraphs about why we’ve selected these coaches, based on their relevant experience to support the coachee and also an indication of how each coach would approach this particular coaching programme. Ultimately though, as good as our matching process is, we cannot determine the outcome of the ‘chemistry’ meeting.

Chemistry Meetings

We encourage all coachees to meet with 2, maybe 3 coaches before making the decision as to who they want to work with. Some coachees choose to meet with 5 or 6 coaches at the chemistry meet stage – we view that as a colossal waste of time on everyone’s part IF the coaches put forward have been shortlisted by someone who knows what they are doing.


Selina Van Laere is MD of Aziz Corporate and spends most of her time catching up with her extensive network of Learning and Talent professionals. When she’s not chatting to her L&D contacts, she’s talking to our coaches and mentors. Selina has been taking client briefs and suggesting coaches and mentors who offer a ‘good fit’ for over 12 years. If she doesn’t think coaching will work, she’s usually right – our clients have learnt to trust her judgement on this. You can follow Selina on LinkedIn for news and insights – here.


  1. How to have a good chemistry meeting
  2. What makes coaching successful?
  3. The power of coaching

About Aziz Corporate

Aziz was founded over 30 years ago by Khalid Aziz, a media pioneer of his day who at 21 became the youngest ever appointed BBC producer.

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