By Marilyn Dabady, Joann Hinshaw and Cristina Naughton
How does cultural diversity fit in with coaching?
Diversity can be defined simply as the differences
among members of a group. It can be referred to in terms of demographics—race,
gender and age, for instance—or other characteristics such as personality,
skills, experience, values and beliefs. Cultural diversity or multiculturalism
emphasizes the cultural differences among groups, namely racial, ethnic,
country of origin and language differences, among others.
A certain degree of diversity in coaching is a given.
However, cultural diversity between a client and coach can add a sense
of uncertainty about what values, beliefs or communication styles are
shared between coach and client.
The four pillars of cross-cultural coaching
Coaching clients from different cultures requires some
extra legwork and preparation. Successful cross-cultural coaching is built
on several pillars that establish a strong foundation for the coaching
relationship:
Beliefs and attitudes
Coaches do not always have access to the client’s beliefs or attitudes
because their own assumptions or stereotypes can cloud them or the client
may not willingly share them. Coaches should not only be aware of the
assumptions and beliefs they hold that are colored by cultural norms,
but also cognizant of their assumptions about particular groups of individuals
(e.g., stereotypes) and about coaching in general.
Cultural values
Coaches and clients have unique experiences and values even when they
share a culture. Unless it is discussed early, coaches may not recognize
how their cultural values or norms differ from their clients’
culture. Being aware and acknowledging differences in cultural values
and norms is essential for building the cross-cultural coaching relationship.
Communication Styles
Effective communication, both verbal and non-verbal, is necessary for
successful coaching. For instance, a coach may assume that a client
is not engaged in the coaching process because she doesn’t make
eye contact. Paying attention to verbal communication styles as well
as gestures, use of space, facial expressions and tone of voice, among
others, is especially important in cross-cultural settings. Most of
the time, nonverbal communication patterns occur outside of one’s
awareness. Successful cross-cultural coaching requires sensitivity to
different communication patterns.
Trust
Building trust in any coaching situation is important. In cross-cultural
coaching, it can sometimes be difficult to achieve, particularly if
coaching is not widely practiced in the client’s culture. In some
cases, clients may not feel comfortable with the U.S. model of coaching
(such as asking powerful questions, making observations about the client’s
life and requesting action plans).
In the U.S., coaching is oriented towards problem-solving.
Trust is often built by showing an interest in the individual (usually
by asking direct questions), identifying the problem as it relates to
the client (“Why is this a problem for you?”), and then
focusing on this problem. Although the other parts of the client’s
life are important, most Western cultures do not hold the same holistic
view of the individual as do more collectivist, group-oriented cultures.
Strategies for building a trusting relationship
with your cross-cultural client.
Assume you are making assumptions. Even
with great coach training and skills, you can make assumptions without
even knowing it. Making generalizations about similarities or differences
is not a good strategy. Instead, question the assumptions you make about
your client’s behavior, appearance, accent, manner of speech,
or values and make an effort to learn about their culture.
Be open and honest with your client. Let
the client know you are aware of cultural differences and discuss how
these might impact the coaching relationship. For instance, ask questions
frequently, such as, “What should I know about you or your experiences
that will help me work with you effectively?”
Coach from the heart. Cultural differences
can be complex and working with a client from a different culture can
be a challenge, particularly if you've had limited exposure or interaction
with this group. But don’t submit to fear or uncertainty; go with
the flow and remain flexible. As you let go, your heart will lead you.
Finally, “dance freely.”
Coaching is very much like dancing. The tempo and movements can change
according to the client’s needs and cultural background. When
you agree to learn a new dance step, you actually learn more about yourself.
As if looking in a mirror, you will discover more about who you are
through the eyes of your client. And, in the process, you may become
a better dancer.
Author Bio: Marilyn Dabady, Ph.D. is a personal coach
and writer. Her background is in social and organizational psychology
and human resource consulting. As a coach, she works with people to identify
their personal and professional goals and create strategies to achieve
them. Find out more about her by visiting http://www.comprehensivecoachingu.com
and clicking on "Find a Coach".
Jo Ann Hinshaw is an independent consultant to global
corporations, governments and nonprofit associations. Her areas of expertise
are global awareness, cross-cultural communications, global team development,
and diversity. A former faculty member at the University of Maryland,
she is also a producer of cross-cultural videos and texts.
Cristina Naughton, M.S. is a certified coach
and organizational development professional working in the U.S., Europe,
Latin America and the Caribbean. She facilitates performance improvement
programs for the World Health Organization, IBM, Hewlett Packard, Sara
Lee, among others.
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