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                EXECUTIVE COACHING

R D Collins & Associates offer executive coaching to managers of all industries.  


The coaching process aims to improve the coachee’s professional and personal lives which in turn contribute to the person’s effectiveness within an organization.

Coaching is a collaborative relationship designed to optimize the coachee’s full potential.  To achieve this three key elements are addressed:

  • Clearly identifying sustainable goals by the coachee which align with the corporate goals and
  • Identifying and addressing interference which holds the coachee back from achieving the goals, and
  • Assisting the coachee to manage change.

Coaching is a relationship which encourages:

  • Goal setting
  • An understanding of the reality of a situation
  • Sustainable behavioral change
  • Self reflection to address short and longer term issues and
  • An awareness of a new personal potential.

A coach is not necessarily a mentor or an advisor, a teacher or a counselor, but rather a motivator, a sounding board, a guide for self discovery and an independent person encouraging achievement of goals.


All athletes have coaches, because they believe in themselves and want to reach their full potential.  They realize that goals are sometimes difficult to define, and even more difficult to achieve if they are attempting to do it on their own.  A personal best does not just happen – it occurs because the goal is set, plans are made and adhered to, and because there is a personal coach to motivate, guide and ensure that training commitments are kept. 

Similarly, an Executive or a person aspiring to be one may also gain benefits from the coaching experience.  Everybody is capable of achieving a new PB – your arena is business.  It can be a tough game!  You may wish to consider coaching if you;

  • Feel that you have not reached your full potential or
  • Have difficulty setting goals and achieving them or
  • Feel that your environment, other people, priorities, commitments interfere with you reaching your full potential or
  • Have difficulty balancing work and the rest of your life.



The competencies of an Executive Coach are as follows:

  • Ability to have a sense of self awareness and a commitment to ongoing personal development
  • A basic understanding of adult learning principles and psychology principles as they relate to executive coaching.
  • An ability to build and maintain a relationship to facilitate change
  • An understanding of the social and cultural issues as they relate to coaching.
  • An appreciation of and a commitment to the IEC coaching ethics.
  • A basic understanding of the business context.


Generally all coaching sessions are designed around thoughtful open questions, based on the GROW Model.  (Goals, Reality, Options, Wrap up and action).  This model encourages the coachee to deeper thought, an appreciation of reality and pragmatic and measurable actions.

A coaching session lasts for approximately one hour.  The coach is available to receive coachee telephone calls out of session and maintains out of session contact where appropriate. 

Before commencing any coaching assignment, a short and informal session is conducted with the potential coachee in order to briefly get to know one another, and ensure that the personality ‘fit’ will optimize the effectiveness of the program.  This will take approximately 30 minutes and is usually conducted off-site over a cup of coffee.  If the meeting does not encourage a collaborative coaching relationship the client is referred to another prospective coach.


The number and types of coaching scenarios are many and varied.  The following has been provided to serve as a guide only.  As coaching is of, and for an individual, typically the coaching program is determined through a collaboration with the prospective coachee.

The Successful Executive Scenario (requiring new motivation and challenges):
In this scenario, time is taken to identify new goals, and real or perceived interference.  Plans are developed and commitment to action is obtained.  Some additional emphasis is directed towards maintaining enthusiasm and motivation. 

The design of the coaching activity is extended with periodic coaching sessions and out of session follow up calls where appropriate.  An eight session program over a year is suggested. 

In addition to any formal reporting requirement, there is a coach/coachee self assessment process after the fifth session.  This is essential to measure the effectiveness of the program.

The Aspiring Senior or Executive Manager:
The manager aspiring for promotion and/or who has demonstrated potential to the organization has slightly different requirements. 

Clear goals need to be identified by the coachee and plans developed to achieve the desired outcomes.  The coach will also assist in enabling the coachee to understand his or her self image, and any negative conditioning which may cause interference in achieving goals. 

Some knowledge transfer from the coach to the coachee may also be required to assist in taking a strategic view, communicating effectively, collaborating with colleagues, developing political astuteness, and team building.

The design of this coaching activity is based upon an eleven session program during the course of a year.  A coach/coachee self assessment process is undertaken after the fourth session.

Early Intervention Performance Issue:
There are a range of issues which could cause a performance issue requiring early coaching intervention.  Accordingly, the coach will meet with HR personnel to discuss the issue and collaboratively develop a plan of action.  Sometimes problems are a result of poor goal setting, lack of self understanding, a misunderstanding of the organization realities, or a competency issue.

A five session program is recommended to address specific issues, but it is dependent upon the individual and the circumstances.  It is useful to have a follow up coaching session in 3 months to ensure that the individual is continuing to improve.


Rob Collins has extensive experience as a senior manager and executive. He understands the requirements of the organization must be aligned with the needs of the individual.

As a former Senior Executive, Rob has experience with dealing with Politicians, CEOs, heads of peak Industry bodies, fellow bureaucrats and the general public, and therefore recognizes the need to fully develop one’s self image, strategic awareness, diplomacy and tact, assertiveness and sensitivity.

Rob is an enthusiastic and positive person who believes that everyone has untapped potential which can be utilized to achieve remarkable results. Rob loves to, “Grow People”.

He has completed the Executive Coaching Level One course with the Institute of Executive Coaching. During a seven year period as an Executive, Rob used two coaches extensively. As such, Rob has a unique empathy for the coachee. Rob says that he always enjoyed his own experiences as the coachee, and believes that it assisted him in reaching a higher potential. Please follow the attached link to view Rob’s coaching profile.

Executive Coaching ProfileExecutive Coaching Profile (163 kb)

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