Unlike managers who rely on their position to command authority, there are other managers who gain the respect and commitment of their employees by demonstrating particular traits such as honesty, dedication and leading by example. These managers often aim to exert influence over those they are responsible not through fear or demanding compliance "or else", but by making people want to do their best for them. They are the generals who eat with their troops before battle and ride at the front of the charge, as opposed to those who stand on a hill issuing commands and threatening death to anyone who retreats.

As well as aiming to establish working relationships with their employees, these managers are usually much more willing to delegate and empower subordinates to take responsibility for certain tasks. Whilst they will still expect good results, and will provide guidance and control when necessary, the vast majority of workers will respond to this trust by trying to do their very best for a manager they respect and who demonstrates that they believe in them.

In these types of management environment, business coaching is much more effective as it greatly assists and speeds up the process of worker commitment and empowerment. These workers are likely to have higher morale and dedication, which makes them less likely to seek alternative employment. They may also be willing to accept lower salaries than they could get at competing firms if the working environment is much better where they are currently, helping to keep the salary costs of the business down.

By attending business coaching courses a manager can gain a greater understanding as to how to use their personality traits and managerial skills to empower and increase commitment from those for whom they have responsibility. In today's world of much greater labour force mobility and willingness to change jobs, workers are less likely to stay in a job working for someone they don't like and don't feel values them. Not only will this increase employment costs, but the company risks losing its best talent to its competitors.