Phone a friend: life coaching on the line

You've just missed out on that promotion again; you still haven't managed to contribute more to your pension; you need to upgrade your car but you don't seem to have the spare cash to do so. Sound familiar? Think you might need a total change of direction? If you feel stuck in a rut in your professional life, maybe what you need is a 'life coach'.

Life coaching is the latest personal development phenomenon to hit the UK fresh from the States. It works by helping individuals to transform their lives. But is it just another crazy, new age American fad or does it really work? Well, judging from the huge number of practising coaches and the best selling sales figures of the books recently published on the subject, then yes, it can help.

Future strategies
So what exactly is a life coach and what do they do? Laura Berman Fortgang, the leading exponent on both sides of the Atlantic, describes them as "part mentor, therapist, business adviser, best friend and concerned parent". A life coach devises strategies with you for dealing with your boss as well as your partner, friends and family. They ask you questions ranging from what your five-year plan is to whether you're exercising and have your ISAs under control.

So who would benefit? Coaching is ideal for individuals who know that they should be achieving more in their lives, but need help getting there. It's perfect for those of us who lack self discipline and regularly chastise ourselves about what we haven't done. Unlike therapy, which constantly focuses on the same old problem, coaching is action-oriented and is designed to move you on from a problem. It gets you out of a rut by helping you work out the steps you need to take to get from the old A to the new B.

"Coaches are 100 per cent devoted to your success ... they ask you questions that nobody else in your life - unless you're really lucky - ever asks you," explained Berman Fortgang, saying that coaches don't see themselves as therapists because they don't control their clients' thinking. Instead, they see themselves as partners who help you to realise the major changes you want to make in your life. As she puts it, they "kick butt".

Dreams with a deadline
Carole Gaskell, one of the UK's most successful life coaches, expanded on this distinction by explaining that "therapy is for people who don't want to move forward in their life. It harks on about the past, whereas life coaching looks to the future." She said that taking small steps and making simple changes can have a dramatic impact on you for the rest of your life. Her motto - Remember goals are dreams with a deadline - sums up the essence of coaching.

The number of coaches is increasing at a phenomenal rate. Four years ago there were only 2000 or so - now there are more than 20,000. In the UK there are already more than 1000 practising coaches, with the number increasing all the time.

Costing between £120 and £200 a month, life coaching isn't cheap, however. For this, you get a weekly half-hour telephone conversation, email access and brief phone calls when necessary. About 95 per cent of all coaching is done over the telephone, the advantage being that it allows you to be coached anywhere in the world. Most coaches will expect you to give them a three- to six-month commitment but will let you stop if the coaching is not working for you.

Berman Fortgang advises individuals to choose their coach carefully. Ask for a free half-hour trial, and ask the coach lots of questions. What training do they have? How long have they been coaching? Are they currently being coached themselves?

You should also insist on a review after one month to check that it's working for both of you. Ask if your coach has been through 'Coach U' - a virtual college run on the internet for which you have to complete 200 hours of training to become qualified.

Cheryl Richardson, a life coach and author of Take Time for Your Life, said: "Honesty between coach and client is essential for success, as is a sense of trust that allows clients to tell the truth about their lives."

Avoid the cowboys
Because life coaching is a still a relatively new phrase, and because it doesn't require a licence in the UK, it is no surprise that many unqualified people are setting up as coaches. To ensure you choose a reputable one, go through personal recommendation or contact The London Coaching Chapter (LCC) on 0208 868 0085. This organisation holds a monthly forum to discuss coaching issues and raise standards. It is happy to recommend coaches and give general advice.

Like Berman Fortgang, some exponents specialise in career coaching, others in more general life coaching, and the LCC can help you choose the most appropriate one for you. Alternatively, for a 'quick-fix' approach you could try the Lifecoach Line which opens on 9 October (090 6636 1177).

This is the brain child of UK life coach Fiona Harrold who has hired 120 of her colleagues from the British Coaching Academy to man telephone lines from 8am to midnight seven days a week. Calls cost £1.50 a minute and they promise to quick-fix any commonplace crisis, such as boosting your self esteem after a disastrous sales pitch or helping you to achieve more and earn more.