What advice would you give to someone considering hiring a business coach? What should they look for and what questions should they ask?

If I could give one piece of advice to someone hiring a business coach, it's this: don't just pick the person who's easiest to find. Do your homework properly. For context, I built a service that helps Australian business owners find a business coach matched to their needs. I've spent the last four to five years talking to and interviewing coaches, trying to work out who actually creates results versus who just looks good online. Two big traps I see all the time: Confusing marketing with capability. Some coaches are great at content and ads, so they appear everywhere. That doesn't automatically mean they're the best person to help your business. Only looking locally. Google tends to push local results, but in 2025 most good business coaches work virtually. If you only look in your suburb, you'll miss some of the best options. So what should you look for, and what should you ask? 1. Background and experience Ask things like: "How long have you been a business coach?" "Have you worked with businesses like mine - similar industry or business model?" "Have you run a business yourself? What size, and what was the outcome?" You're trying to work out if they understand the realities of being a business owner, not just the theory. 2. Coaching style and fit "How would you describe your coaching style?" "What kind of clients get the best results with you?" Then explain how you like to communicate and be held accountable, and check if that aligns with how they work. 3. Problem solving and results "How do you approach problem solving with clients?" "Can you share a couple of examples of problems you've helped clients solve?" "Can you give me two or three success stories from clients with similar challenges to mine, and how long it took to see results?" 4. Fees, structure and flexibility "What packages do you offer, and what's included in each?" "Is this one-on-one or group coaching? What's the difference in how you work with me?" "Are there lock-in contracts, notice periods, or options to pause if I'm away or in a peak period?" If you ask these kinds of questions and look beyond who's shouting the loudest online, you're far more likely to end up with a coach who is actually equipped to help you grow a stronger, more profitable business.

When you're hiring a business coach, the first thing to get clear on is what you actually need. Do you need a coach... or a consultant? Do you need support with identity and mindset... or do you need someone who can actually run your marketing? A lot of people reach out for a coach when what they really need is a strategist or a freelancer. Having that clarity alone can save you months of time and possible frustration. But if you really need a coach, speak to someone who can help you work at the root: Which is your beliefs, your patterns, and how you make decisions. That inner work shows up everywhere... your confidence, your leadership, your sales, your communication, all of it. And it's critical to your success. It also helps to pick someone who understands your industry, has a real track record, and uses a clear, proven process. For example, if you're a founder who keeps hitting the same ceiling, you want a coach who knows how to help you through understanding both high-achiever psychology and business growth, not someone who only gives generic pump-up motivation. The right coach isn't going to be your cheerleader. They'll challenge the way you think, expand what you believe is possible, and keep you accountable to make the growth you are desiring.

When you're in the market for a business coach, be mindful with how they listen. Remember this, a good coach doesn't rush to fill the space with advice. You want someone who helps you untangle decisions you've already made in your head but haven't said clearly. He/She should ask questions that slow you down just enough to hear your own reasoning out loud. As per my experience, bring one live problem into the first conversation and see how that coach works with it. And see if they make the issue smaller by asking for facts, timelines, and decision rights, or do they make it bigger by chasing theories? Ask them how they handle a week when you miss every target, how they balance support with pressure, and how they decide when to push. Their answers will tell you if they've ever been in the chair themselves. Finally, talk about how they keep score. A good coach should be able to translate growth into something observable. If they track progress only by how the calls feel, it won't hold up when the work gets hard.

When choosing a coach, start by looking for someone who truly understands your goals and the context you work in. Experience matters, but so does empathy and the ability to adapt to your individual challenges. A coach who understands cultural nuance and international communication, for example, can be especially effective if you work in a global environment or use English as a second language. Working with a multilingual expert can help you refine both your leadership and language skills at the same time, making your progress more natural and relevant to real-life situations. Before you decide, ask about their background, certifications, and client results. Explore their coaching style to see whether it feels collaborative and supportive. You should feel comfortable being honest with them, because trust is the foundation of every successful coaching relationship. It also helps to discuss how sessions are structured, what happens between meetings, and how success will be measured. A good coach will explain clearly how progress is tracked and will tailor sessions to your needs rather than using a one-size-fits-all approach. During a trial session, notice how the coach listens and responds. Do they ask thoughtful questions that help you find your own answers, or do they simply give advice? The best coaches balance both, guiding you toward clarity while helping you develop your own confidence and independence. Be cautious of anyone who promises overnight transformation or avoids giving specific examples of past results. To get the most from coaching, be clear about your priorities, stay open to feedback, and commit to applying what you learn between sessions. Coaching works best as a partnership where honesty and consistency create lasting change. If you are an international professional or someone working across languages and cultures, consider finding a multilingual coach who understands these dynamics deeply. A coach who combines business communication expertise with cross-cultural insight can help you strengthen both your leadership presence and your language skills, creating results that go far beyond words.

If you're thinking about hiring a business coach, the first thing you should ask yourself is simple: Do you actually need a coach, or do you need a consultant? Most people don't understand the difference, and that's okay. The lines between training, coaching and consulting often blur. Some professionals, like me, offer a mix of both depending on the client. But knowing what you need is the first step to getting results. Coaching is about support, growth and awareness. A good coach helps you think, learn and develop. They ask the kind of questions that make you stop and reflect, so you can grow not just in business but as a person. Consulting is more about direction. You tell the consultant your problem, and they give you answers and a plan. It's faster, more direct and often better suited for people who are time-poor and need to move now. There's nothing wrong with either approach. But you've got to be clear which one you're buying because confusion here leads to frustration later. You can't hire a coach and expect consulting results. If you do decide coaching is right for you, understand this: it's a personal relationship. You'll be spending time with this person, opening up about challenges and blind spots. You need to like your coach, trust them and feel that they get you. I always recommend speaking to multiple coaches before committing. Chemistry matters. Once you've found someone who feels right, ask questions. How does your coaching process look? How long are sessions? How often do we meet? Can I reach out if something urgent comes up? Coaching doesn't happen in tidy boxes — it happens in real life, when things hit the fan. Don't get too hung up on qualifications. You can have someone with a degree and a pile of certificates who's a terrible coach, and someone self-taught who's exceptional. Ask about their story, their background, and who they've helped. That will tell you far more about their authenticity and capability than a badge ever will. Coaching isn't a quick fix. It's a process of discovery. You can have big breakthroughs fast, but real growth happens over time as you learn to understand yourself — your behaviour, your triggers and your mindset. Because in the end, business coaching isn't just about your business. It's about you. If you want quick answers, hire a consultant. If you want lasting growth, hire a coach. And if you can find someone who does both well, you've hit gold.

My main advice for choosing a business coach is this: Don't choose a coach who wants to fix you. Work with someone who helps you see yourself clearly, makes you feel understood, and guides you through uncomfortable patterns in an appreciative way with feedforward, not feedback. Think of it more as a sparring partner. The "right" coach challenges you but also makes you feel safe. Chemistry matters more than certificates. Potential questions could be: "What do you do when someone resists change?" or "What life experience shaped how you coach or made you decide to become a coach?" A good coach helps you find direction when everything feels uncertain, but always lets you decide.

Hi, I'm Justin Brown, co-creator of the personality growth platform The Vessel. Since founding The Vessel, I've worked with a coach twice: one was a great fit and helped me install a calm operating rhythm. The other was smart but wrong for our stage. Here is what I wish I had known before I signed the first check: Hire for outcomes you can measure, not vibes. Show the coach your real problems in plain numbers. For me it was lumpy revenue, slow decisions, and too many half-built projects. The coach who worked asked for our dashboards, a sample brief, and two recordings of messy meetings. In the first week we set three success criteria with dates. Shorter cycle time on launches. Fewer re-decisions. A simple revenue floor by the 10th of the month. If a coach cannot translate your pain into a scoreboard, keep looking. Run a paid month, not a long contract. Ask for one working session, one shadow session on a live meeting, and one follow up. Insist on a written playbook you can keep. My best coach left me with four assets we still use. A one page cadence. A five line decision receipt. A simple forecast template. A short escalation map. I knew it worked because the team shipped more with less back and forth within three weeks. Here are some questions that revealed the fit for me: * What do you change first when a team has too many meetings and nothing ships * Show me a before and after from a client like us. What changed that I could see on a calendar or in a bank account * In your last miss, what did you try and then kill * If we disagree on a move, how will we resolve it next week, not next quarter * What will be true by day 30 if this is working Ans here are some red flags I ignore now: frameworks before facts, long homework decks, and anyone who will not watch you work. Also coaches who want a six month commitment without a one month trial. Thanks for considering my pitch! Cheers, Justin Brown Co-founder, thevessel.io

How Smart Leaders Avoid the Wrong Coach—and Find One Who Transforms Their Thinking. When considering a business coach, start with clarity about what you're truly solving for. Coaching isn't about quick fixes—it's about sharpening your thinking so you can lead with precision and purpose. First, define your goals. Do you need strategic alignment, accountability, or a sounding board for complex decisions? The clearer you are, the easier it is to find the right fit. Then evaluate both chemistry and credentials. Look for someone who's walked in senior leadership shoes, navigated real-world complexity, and knows how to hold high-trust, high-challenge conversations. A strong business coach acts as both mirror and catalyst. They don't hand you answers—they help you uncover them. They should ask powerful questions, expand your self-awareness, and strengthen your executive presence. Don't be dazzled by glossy taglines. Coaching works when there's substance and skill behind it. Ask questions that reveal depth: What kind of clients do you typically work with, and what results do they achieve? How do you tailor your approach to different leadership styles? What frameworks or assessments do you use to measure progress? How do you handle moments of tension or pushback? Also, check your own readiness. Great coaching requires openness, time, and willingness to do the hard work. If you're looking for validation, hire a consultant. If you want transformation, find a coach who will challenge your assumptions and partner with you to elevate performance. Chemistry matters. You'll be talking about sensitive, high-stakes issues—trust is non-negotiable. Choose someone who listens deeply, asks precise questions, and brings both strategic insight and empathy. When that alignment clicks, coaching becomes one of the most valuable investments you can make in your leadership—and your business.

First, get clear on what you want from coaching. Do you need strategy, accountability, mindset support, or all three? The clearer you are on your goals, the easier it is to find the right fit. Second, look for real experience. Choose someone who's built more than one kind of business. I lost $18,000 early on by hiring a coach who'd only ever run her business coaching business. When challenges came up, her only advice was to 'believe harder', because she'd never solved those problems herself. Finally, look at what they promise. Quick wins or a sustainable, profitable business? A few questions you can ask a potential business coach are: "What types of businesses have you built?" and "How do you help clients when strategy isn't working right away?"

You need a coach who makes it easy to be honest, someone you can talk to without fear of being judged. If you feel you can't speak freely, it's not the right fit. Good communication is essential. A coach should respect your time, respond promptly, and keep you focused on meaningful actions between sessions. You should also expect clear goals and measurable outcomes early in the process. If a coach tells you to "wait six months" before seeing progress, that's a red flag. Ask about their qualifications and whether they continue to develop professionally. Do they listen carefully and tailor their approach to you and your business? Or do they rely on the same formula for everyone? The right business coach will challenge you, support you, and help you build momentum. The wrong one will waste your time and energy.

My strong recommendation before hiring a business coach is to take the time to clarify what are you solving for with the help of the coach? Whether it is a strategy, operational, or personal development goal, having clarity in what problem(s) you are trying to address will help you identify who you need and therefore who you should work with. To that point, during your initial (the questions get more detailed as you narrow down your list of potential coaches) due diligence of the capability business coaches, the above clarity will help you ask the right questions. Some exploratory categories and questions include: Relevance: Have they helped individuals or companies solve the specific problem that you are wanting to tackle? How many clients and for how long? Richness of experience: How often have they worked with clients on such topics? Distinctiveness: What makes them distinctive relative to other business coaches out there Recency of experience: When was the last time they worked with a client on such an issue? Familiarity with your scale: What is their typical client profile (size, industry, stage, geography, headcount)? Richness of output: Do they just help clients identify the 'what' or do they go into 'why', 'when', and 'how' associated with the solutions? Accountability: How do they measure their own results - how do they know that as a coach if they have been successful? Humility and self-learning capability: What are some examples of when they were not successful as a business coach - what happened and why?

Experience, experience, experience. In 2020, there was this big new wave of people calling themselves business coaches, whose only experience was starting a business to teach others how to start a business. It created this echo chamber of recycled advice with very little real-world insight behind it. If you're looking for a coach, ask detailed questions about their background: What kind of businesses they've actually run, what results they've helped create, and how they've navigated the challenges you're facing!

If I had to give just one piece of advice, I'd say this: ask them what they personally stopped doing to get better results. If they can't answer that in less than ten seconds, you're probably talking to someone who reads books and recites them. I mean, it's easy to share frameworks. It's harder to talk about habits that had to die. A coach who can tell you, "I used to check emails 5 times a day, now I don't touch them until noon," has lived what they're preaching. You're paying for real scars that saved someone time, money, or stress. If they can't show you that, just move on. On top of that, be super clear about your schedule. If you only have 30 minutes a week, say that. If you want Slack support, ask if they're cool with that. The devil is in the boundaries. The more structure they suggest upfront, the better. Don't fall for the ones that say they're "flexible." What I'm getting at is, if someone can't commit to showing up the same way every week, what makes you think your results will? Consistency beats creativity here.

Before hiring a business coach, get clear on what you actually need. Is it strategy, accountability, mindset, or skill development? The right coach isn't just someone with impressive credentials, but someone who listens deeply, challenges your thinking and aligns with your values. Ask how they measure success, what results they've helped clients achieve, and whether they've built or led a business themself. Request examples of how they've helped others overcome challenges similar to yours. Most importantly, pay attention to the chemistry in your initial conversation. If you don't feel both seen and stretched, they're not the right fit.

If you're thinking about hiring a business coach, the first thing I'd say is to not look for someone to give you answers, instead look for someone who asks the right questions. A great coach doesn't just tell you what to do, they help you see your blind spots, challenge your assumptions, and turn vague goals into measurable action. When I was interviewing for a lead which ones of his responsibility is coaching or mentoring junior devs, I always ask: "What's your process when a client doesn't follow through?" Their answer tells you everything. The best coaches hold you accountable without ego, they know how to balance empathy with push. And just like hiring for your team, focus on fit, not hype. The right coach will understand your business stage, your leadership style, and where you want to grow next. Remember that, you're not hiring a cheerleader here, you're hiring someone who's not afraid to call you out when you need it.

1. Get clear on what you want What's the biggest win you're after? More sales, better leadership, a solution to a specific roadblock, or just getting your day under control? Write it down—that's your compass. 2. Look at their background Industry vibe: Have they helped companies like yours? Real results: Ask for numbers ("we grew revenue 18 % in six months"). Credentials: ICF/EMCC certifications are a good sign, but experience matters more. Fit for the job: Need strategy? Find a strategist. Need leadership? Look for a leadership specialist. 3. Test the chemistry Style: Do they run you through a framework or keep it chatty? Pick what feels natural. Logistics: Weekly Zoom calls, monthly workshops, occasional on-site visits—choose what works for your schedule. Gut feeling: A short intro call will tell you if you can be honest and open with them. 4. Practicalities Price: Fixed package or hourly? Make sure you know what's included. Contract: How long is the engagement? What's the exit clause? Privacy: Confirm they'll keep your strategic info confidential. 5. Core questions to ask What similar outcomes have you helped clients achieve? How does a typical coaching cycle look from start to finish? How do you adapt your approach for different business sizes or stages? What tools or assessments do you use? How will we track progress and stay accountable? What's your confidentiality policy? How do you handle mismatched expectations? What's the plan if we miss our targets? How do you stay up-to-date on new business trends? 6. Red flags to watch out for Big promises without any proof. No clear method—just "I'll go with my gut." Aggressive upselling of extra programs. Rigid pricing that can't flex to your needs.

I've been running my accounting practice for 19 years and here's what I've learned about coaches: **look at the numbers they *don't* talk about**. When I review clients' financials, I constantly see them paying business coaches $2,000-$5,000 a month while their bookkeeper has zero tax education and they're hemorrhaging money on missed deductions. The coach is giving strategy based on wrong numbers because the bookkeeper, CPA, and coach aren't talking to each other. Ask this specific question: "How do you integrate with my financial team, and what numbers do you need to see before giving me advice?" I had a client last week who finded their coach had them implementing a $50K marketing strategy while they were structured completely wrong as an LLC--costing them $7,000+ annually in overpaid taxes per $100K in sales. The coach never asked about their business structure. Here's the real test: ask them to review your last tax return in your first conversation. A good coach will either do it themselves or immediately connect you with someone who can, because **you can't scale a business that's leaking 40% to taxes**. I found a client $244,000 in missed expenses their previous team ignored--no growth strategy matters if you're leaving that kind of money on the table. The bottom line: hire a coach who treats your bookkeeper and CPA as part of their team, not obstacles. If they're building strategies without looking at your P&L and balance sheet first, they're guessing with your money.

I've hired coaches and I've interviewed dozens of franchise coaching businesses on my podcast, so here's what actually matters: ask them to walk you through a *specific* client change where the client initially pushed back or didn't follow the plan. One chiropractor I spoke with told me his coach spent months not fixing business problems, but opening his mindset about growth--his peers had convinced him employees were just headaches. That coach helped him see he was limiting the impact of his unique care philosophy. He ended up acquiring another practice and growing 50% in doctor count. The red flag I watch for: coaches who can't articulate how they customize their approach. I talked to a Growth Coach franchisee who explained that frameworks are just starting points--every client needs something different based on where they actually are, not where the playbook says they should be. If a coach presents a rigid system without asking deep questions about your specific situation first, walk away. Here's my tactical filter: can they explain what strengths you *already have* that they'll amplify versus what gaps they'll fill? The best franchise development advice I've heard came from someone who said find a partner that maximizes your existing capabilities--don't just hire someone to fix weaknesses. A coaching client in home services told me he knew he could do the work but needed help with business development. That clarity made the relationship work.

What to look for Good coaches feel steadier than louder. I prefer coaches who know when to hold space, listen, and don't rush to impose their organizational framework when I present them with my chaotic goals. The most effective coaches I've hired guide me to recognize and address my blind spots without expecting me to be molded into their ideal self. An effective coach helps you stay grounded, provides constructive critique, and helps you avoid conceptual drifting into expansive, high-level theorizing. If a coach is unable to articulate how they assist others to think and act more clearly and with purpose, that is a huge red flag. Questions to ask I am always interested in how potential coaches track progress. If the coach is a motivational speaker, I disengage. I prefer hearing from potential coaches how often they check in, how they track progress, and how they respond when progress stagnates. I also ask how potential coaches deal with conflict, because any coaching partnership is bound to experience friction. An effective coach remains composed, adjusts the strategy slightly to shift the vector, and helps you keep moving forward. The ideal coach is a steady anchor and not a motivational speaker.

I've been managing partner at a commercial real estate firm since 1987, and I've hired plenty of consultants, advisors, and specialists over the years. Here's what I learned the hard way: don't hire someone based on their title or credentials--hire based on whether they actually *listen* before they talk. The best litmus test I've found is this: in your first conversation, do they spend more time asking about your business or telling you about their framework? When we developed a shopping center in Winchester, Virginia, I had advisors who wanted to impose their standard playbook. The ones who succeeded were the ones who first understood that dealing with Circuit City required completely different tactics than dealing with our local 2,000-square-foot tenants. Ask them: "Tell me about a time you completely changed your approach for a specific client." Here's the question that separates pretenders from practitioners: "What's something you told a client *not* to do, and how much did it cost you?" Anyone can push you toward more spending because that's how most coaches justify their fees. The valuable ones will tell you when to pull back. I tell our remote agents this all the time--just because hybrid work is trendy doesn't mean it's right for every role. It works for some of our people, but for others, being entirely remote makes it harder for me to keep them front of mind for assignments. One more thing: if they can't give you a straight answer about how they measure success in 30 seconds or less, walk away. I'm a CPA--I need numbers, not philosophy. Ask them what specific metric improved for their last three clients and by how much.