I spend a lot of time gently undoing or revising the systems taught by other business coaches to my clients. One client bought a US $20,000 program, which taught a system of running Meta ads, that led to an email funnel, that led to booking sales calls, which led to selling one-to-one coaching.
Three months and US $5000 spent on running ads, hundreds of ad variations, plus investment in two ads experts, and the system wasn’t working. One sales call was booked, with no sales results.
Another client attended a three-day program with a big business ‘guru’ who taught a system of teaching a free webinar, leading to free half-day event, leading to paid full-day online event, leading to paid 5-day retreat.
Finding the right business coach for you and your business can feel like searching for a Blue Smurf in a room full of fairies.
We’ve all heard the promises of transformation, success, and breakthrough moments. But how do you actually find a coach who will genuinely help you take that big bold leap?
First understand what you need
Many owners indulge in magical thinking: “When I get my shit together, then I’ll join that coach’s group program.” But if you’re waiting to have everything perfectly aligned before seeking guidance, you’ll be waiting forever.
Personally, I’m aiming to grow my business while not having my shit together.
If I can build my business when I’m operating at half-capacity, then great! I’m building a resilient business that can operate without me needing to be always on my A-game.
The first step in choosing a business coach is radical self-awareness. This means taking an honest inventory of where you are right now, not where you wish you were.
- Are you struggling with strategic planning?
- Do you get stuck making decisions?
- Are you taking too long to implement?
- Or overthinking every little thing?
- Do you self-sabotage because of imposter syndrome?
- Do you need accountability?
Your coaching needs will be as unique as your fingerprint. Some owners need tactical, nuts-and-bolts guidance on scaling their business. Others require deep psychological and identity and energetic work to overcome internal barriers.
Most everyone needs a particular combination of both strategic and psychological coaching, as well as accountability to follow through.
Map your needs
It’s easy to get swept up in flashy marketing or get star-struck by a coach with a charm on social media. Instead, create a clear, unemotional assessment of your current business challenges.
Consider creating a simple matrix:
- Your current business pain points
- Specific skills you want to develop
- Measurable outcomes you’re seeking
- Your available cash flow (and desired cash flow)
- Time you can realistically invest in coaching
This objective approach transforms coach selection from an emotional decision to a strategic one.
Understand the business coach’s methodology
As seen in the first couple of stories I shared, every coach and program has a particular methodology or system, and not all of these work for you or your particular business model.
A lot of regrets can be avoided by asking what their particular methodology or system is. For example, if you don’t use social media for philosophical or ethical reasons, it’s not going to be productive to invest in a coach’s program that centres social media marketing.
Far too many business coaches are teaching marketing or growth to soloists, having little to no experience working with their limitations, constraints and unique situation.
An impressive corporate career is only relevant if you’re running a corporate business, not a soloist or small business owner. Real-world experience often trumps academic certifications any day.
When evaluating a potential coach, dig deep into their methodology:
- What methodology do they use?
- Do they have evidence, case studies or testimonials, of working with clients from a similar industry as yours?
- Do they have evidence, case studies or testimonials, of working with clients from a similar business model as yours?
- Do they have a structured process, or is their approach more fluid?
- What’s their background, and how does it align with your industry?
A credible coach will be transparent about their methodology and approach and happy to provide testimonials and case studies, with real names.
Vibe check your business coach
One of my clients invested in a mastermind with a coach, but there was a problem – she found the sound of her voice very grating. Which sounds petty, except when you need to listen to this voice for hours on end.
A vibe check is crucial — and a one-to-one sales call isn’t always necessary for this. The whole point of effective marketing is enabling thousands of people to get a sense of an owner. So watch the social media videos, download the free resources, read the blogs, and trust yourself.
Professional chemistry matters immensely. For coaching to be effective, you’ll need to be open and vulnerable, share your challenges, examine problematic thinking and beliefs, and potentially reshape significant aspects of your business and identity.
So trust your gut.
During initial conversations, pay attention to whether they listen more than they talk, whether you feel seen, heard, and understood, and whether they challenge your thinking or approach, without making you feel defensive.
A great coach should make you feel simultaneously challenged and supported. They’re not there to coddle you or inflate your ego, but they’re also not meant to undermine your self-trust. The relationship should feel like a collaborative, equal partnership based on respect and consent. Ideally, it’s a mutual admiration society.
What kind of business coach am I?
Choosing a business coach is a significant investment — not just financially, but in terms of time, energy, and emotional bandwidth. I expect clients to do a background check on me, and I’m hesitant when they don’t. I want to see evidence that they know my methodology, approach or opinions BEFORE they invest.
So what kind of business coach am I?
While my training courses teach a particular methodology, my mastermind, flagship group program, and one-to-one business coaching doesn’t. I like to say it’s a ‘choose your own adventure’, based on the particulars of a client’s goals, business model, strengths, opportunities, limitations and preferences.
For example, if a client has a small email list, and wants to build an online business, selling group programs, or digital downloads, or create other assets to leverage, our focus needs to be building their email list, as quickly and easily as possible. To do this, we have a variety of options, to get paid to grow our email list, or build our list for free in other ways.
If a client has a particular business model that doesn’t require a volume of leads, our focus might instead be on systematising service delivery, using automation better, or strategic business development, to move in their future, desired direction.
Ultimately, choosing a business coach is an investment in yourself and your future. It’s about finding a strategic thought partnership with an external perspective, who challenges your assumptions, and helps you see possibilities you might be blind to.
This is never a quick fix or magic solution. The most transformative coaching relationships are those where you’re an active, committed participant.
You’re not looking for a guru or a saviour — you’re seeking a strategic partner who can help you navigate specific challenges. Your coach can illuminate paths, but you must be willing to walk them.
So take your time. Be discerning. Take a thoughtful, strategic approach to find the best business coach for you, who deeply understands and wholeheartedly supports you.