American Society for Training and Development (ASTD) Cascadia Chapter Serving Oregon and Southwest Washington
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Program Description


Portland Program
Tuesday, November 17, 2009

Lessons Learned from the Trenches: Coaching Challenges &
How to Overcome Them to Achieve Success
Larry Ferguson

Intended Audience

Who will benefit from attending?

Internal or external trainers, human resource professionals, organizational development consultants who have at least 2 or more years of experience, coaching managers or executives for leadership development. All content assumes that participants have experience using assessment tools (MBTI, DiSC, FIRO B, et al.), 360 feedback, and coaching. This session is not an introduction to leadership development or executive coaching.


In a 2006 article, Executive Coaching: A Team-based Approach, consultants from Conequity Resources estimated that more than 50,000 individuals identify themselves as executive coaches. In addition, the Harvard Business Review reported that companies and individuals would spend approximately $1 billion dollar in 2007 for executive coaching services.

Not surprisingly coaching is HOT! Today, instead of being perceived as a weakness, many companies and organizations heavily invest in coaching services for a wider-range of supervisors, managers, and rising star performers.
But along with this increased demand, many coaches encounter a host of challenging situations:

• How do I determine a prospective client’s motivation for coaching?
• How do I coach an individual who is reluctant to engage due to lack of unfamiliarity, misunderstanding, or resistance?
• What role do assessment tools play in the coaching process? And, which ones are best for a particular individual and situation?
• How do I manage boundary issues with stakeholders who see me as their conduit for information?
• What are the pros and cons of enlisting the support of peers or colleagues to assist individuals, being coached?
• Is it possible to measure the ROI of a coaching engagement?

During this 3-hour presentation, Larry Ferguson, senior consultant with Compass Consulting Group, will share some of his best practices and tips for addressing these questions / issues. Based on his 22 years of internal and external consulting, Larry will offer a model he developed and has used to address these issues and avoid the missteps inherent in today’s coaching climate. In addition, he will illustrate key points with examples and a case study.


• Learn how to evaluate a prospective individual’s “coachability"
• Determine which assessment tools are most appropriate for particular individuals and situation.
• Identify ways to build support for reinforcing a coaching individual’s development plan and ultimate success.

Alignment with National ASTD Competency Model

9 Focus Areas

Areas in BOLD will be addressed in this presentation.

1. Designing Learning
2. Improving Human Performance
3. Delivering Training
4. Measuring and Evaluating
5. Facilitating Organizational Change
6. Managing the Learning Function
7. Coaching
8. Managing Organizational Knowledge
9. Career Planning and Talent Management


Larry Ferguson
Compass Consulting
Portland, Oregon

Larry Ferguson owns and manages Compass Consulting Group (a division of Larry Ferguson & Associate, Inc.). He works primarily with newly-promoted or recently-hired managers to ensure that they maximize their strengths, recognize their blind spots, and skilled to lead successful teams or tackle new initiatives. While working with clients, he applies a five-step process that documents measurable outcomes and enlists the support of peers and senior leaders for more enduring results.

A sample of Larry’s past and current clients include CertainTeed Roofing Group, Advantis Credit Union, OR Health Sciences Center, N. Cochise Community Hospital (Willcox, AZ), Legacy Health System, and NIKE IHM.


Date Tuesday, November 17, 2009
Time 8 am OnSite Registration and Check In
8:30 - 11:30 am Program

Willamette University
1120 NW Couch St # 450
Portland, OR 97209-4157

To find the bus or MAX route from your location, click here.

For directions from your specific location, please use a mapping web site like MapQuest or Google Maps.


SMART Park at 10th and Morrison


None provided.

Cost  Chapter Members $25 by 5 pm on Nov 9
$35 after that date
Others $35 by 5 pm on Nov 9
$45 after that date
Reasonable Accommodation ASTD-Cascadia Chapter is committed to providing reasonable accommodation at all its functions. If additional accommodations are needed, please let us know as far ahead as possible before an event.
Cancellation Policy To receive a refund, a written request (email is preferred) before the early bird registration date (listed above) must be received in the ASTD office. Refunds are not given after the early bird registration date.
To Register

Use our online registration form.


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