A great business coach can help you scale your company faster, sharpen your leadership and avoid costly mistakes. But not all coaches are created equal — and choosing the wrong one can lead to frustration, wasted money and stalled growth.
Here’s how to choose a business coach that’s the right fit for you, your goals and your business stage.
Know What You Need Help With
Before looking for a coach, get clear on your goals. Are you looking to:
- Grow revenue or improve profitability?
- Build better systems and processes?
- Develop your leadership skills?
- Improve team dynamics or company culture?
- Navigate a specific challenge (e.g. fundraising, hiring, burnout)?
The clearer you are, the more likely you’ll find a coach with the right experience to help.
Look for Relevant Experience (Not Just Certifications)
Coaching credentials are useful — but real-world experience is more important. Look for someone who:
- Has successfully built or scaled a business
- Understands your industry or business model
- Can speak from experience, not just theory
- Ask: "Have they solved the kinds of problems I’m dealing with?"
Ask for Case Studies or Client Results
Good coaches will be able to share examples of how they’ve helped other business owners. Ask for:
- Testimonials or references
- Examples of specific outcomes they’ve helped clients achieve
- How they typically work with clients (1:1 sessions, workshops, accountability structures)
Make Sure the Chemistry Is Right
The coach–client relationship is built on trust, openness and challenge. You’ll want someone who:
- Listens well and asks thoughtful questions
- Holds you accountable without being condescending
- Encourages you, but also calls you out when needed
Do a free discovery call. Ask yourself: Do I feel heard? Challenged? Energized?
Don’t Confuse Coaching with Consulting
Coaches help you unlock your own answers, while consultants tend to give direct solutions. Both are valuable — just know which one you’re really looking for.
Some people need strategy. Others need mindset. The best coaches blend both — but be sure their style fits your needs.
Red Flags to Watch Out For
- Vague promises with no real structure
- Focused more on social media presence than real client results
- Unwilling to offer references
- One-size-fits-all programs with no customization
A great business coach won’t build your business for you — but they’ll sharpen your thinking, challenge your assumptions and keep you moving forward.
Choose someone who’s walked the path, understands your vision, and holds you to a higher standard than you hold yourself.
