Trust is critical in a coaching relationship. Many coaches have found that it is more difficult to build trust with some corporate or logical clients. This could be for many reasons: perhaps the client didn’t choose you specifically because you were assigned to them, or they don’t understand coaching and don’t know what they’re getting into, or they think you’re there to criticise, correct, judge or give them feedback. And some might even think that you have been hired to coach them to leave the organization instead of being fired. Some organizations are quite fear-based and it’s just the world that they live in; suspicion is the norm. You need to meet them where they are and not criticize or wish it was different.

So building trust and a great coaching relationship will require some special attention.