Coaching vs. Consulting vs. Counseling: Which Do I Actually Need?
A frustrated VP recently asked me: “I need help with my sales team. Should I hire a coach, a consultant, or find an advisor? What's the difference?”
The problem: Everyone calls themselves a "coach" these days
The confusion: Terms are used interchangeably
The stakes: Choosing wrong = wasted time and money
Promise: By the end of this article, you'll know exactly which you need
The Four Approaches Defined
Counseling/Therapy
What it is: Looking backward, processing past trauma/patterns, healing-focused
When you need it: Clinical issues, deep psychological work, trauma processing
Example: Processing childhood patterns affecting your leadership
Who provides it: Licensed therapists, clinical psychologists
Sales leadership relevance: If past experiences are blocking you
Consulting
What it is: "Here's the problem. Here's my analysis. Here's the solution."
When you need it: Specific business problem, need expert solution, deliverable-based
Example: Building a comp plan, restructuring territories, fixing broken sales process
Who provides it: Subject matter experts with deep functional knowledge
Sales leadership relevance: Tactical fixes, process optimization
Advising/Mentoring
What it is: "Based on my experience, here's what I'd do"
When you need it: Want to learn from someone who's been there, pattern matching
Example: Navigating company politics, preparing for promotion
Who provides it: Former executives, industry veterans
Sales leadership relevance: Career navigation, war stories
Coaching
What it is: Helping YOU find YOUR answers through powerful questions
When you need it: Want sustainable transformation, not dependent on others' advice
Example: Developing your leadership style, building accountability frameworks
Who provides it: ICF-certified coaches with training in discovery methodology
Sales leadership relevance: Long-term growth, behavior change
How to Know What You Need
Your Decision Framework
Use CONSULTING when:
You have a specific, tactical problem with a known solution type
You need an expert to analyze and solve it FOR you
The solution can be delivered as a document, process, or system
Timeline is short (weeks, not months)
Examples: Sales process optimization, comp plan design, CRM implementation
Use ADVISING/MENTORING when:
You want to learn from someone who's walked your path
You're navigating a situation they've experienced
You want pattern matching and war stories
You're comfortable adapting their approach to your context
Examples: Getting promoted to VP, navigating a reorg, managing up to a difficult CEO
Use COACHING when:
You want to develop your OWN answers, not adopt someone else's
You're willing to do uncomfortable self-reflection
You want sustainable behavior change, not quick fixes
Your situation is unique enough that others' playbooks won't work
Examples: Finding your leadership voice, building executive presence, transforming team culture
Use THERAPY/COUNSELING when:
You're dealing with clinical issues (anxiety, depression, trauma)
Past experiences are significantly blocking current performance
You need healing, not just forward progress
A licensed mental health professional is required
Examples: Burnout recovery, processing traumatic workplace experiences
The Gray Area
Real Talk: Sometimes You Need Multiple Approaches
Example scenario: You're a new VP struggling with imposter syndrome and don't know how to build a strategic plan.
Week 1-4: Work with a CONSULTANT to build the strategic plan (deliverable)
Month 2-3: Work with a COACH to address imposter syndrome and develop executive presence (behavior change)
Ongoing: Find a MENTOR who's been a VP to navigate political situations (pattern matching)
The blurring lines:
Good coaches sometimes share insights (but it's not the primary approach)
Good consultants ask powerful questions (but they deliver solutions)
Good mentors help you think (but they give advice based on their experience)
Red flags:
A "coach" who only tells you what to do (that's consulting)
A "consultant" who never delivers tangible output (that's coaching)
A "mentor" who applies their playbook to your situation without customization
Why I'm a Coach (Not a Consultant or Advisor)
My positioning:
I COULD consult (25+ years of sales experience and a decade of leadership experience)
I COULD advise (VP of Sales right now)
But I chose to become an ICF-certified coach because...
The reason: Most sales leaders don't need MY playbook. They need to discover THEIR playbook.
Your team isn't my team
Your market isn't my market
Your CEO isn't my CEO
What worked for me might not work for you
When to work with me:
You want someone to help you THINK, not tell you what to do
You're willing to be challenged and uncomfortable
You want transformation, not a quick fix
You trust yourself to find the right answer with the right questions
When NOT to work with me:
You want a done-for-you solution → hire a consultant
You want war stories and pattern matching → find a mentor
You want someone who's been a CRO to tell you "how I did it" → find an advisor
The Bottom Line
The bottom line: Know what you need
Don't hire a coach when you need a consultant
Don't hire a consultant when you need a coach
The right choice depends on YOUR situation, YOUR goals, YOUR readiness
Still not sure? Let's talk. Click below for a free 30-minute strategy call to figure out what approach makes sense for you.
Other helpful resources:
Read “When does coaching NOT work?” in the FAQ section here
Read about what true coaching means based on the ICF (International Coaching Federation)
