How to Spot a Great Business Coach
The Hidden Cost of Choosing the Wrong Coach
Ever invested in a business coach only to feel more confused, less confident, or no further along than when you started? You're not alone — and you're not the problem.
Hiring a business coach can be one of the best decisions you make as a business owner. The right coach can help you create structure, sharpen your strategy, increase your confidence, and hold you accountable to meaningful progress.
But here’s the catch: the coaching industry is booming, which means so is the number of unqualified, misaligned, or simply ineffective coaches.
Choosing the wrong one doesn’t just cost you money. It costs you time, energy, momentum — and sometimes even your confidence.
If you’re an established business owner who wants to grow, but you’re overwhelmed by the sea of "experts" promising the world, this article is for you.
We’ll walk through:
The five traits that great business coaches consistently share
The common red flags to avoid
A few assumptions that lead buyers astray
How to choose someone who aligns with your business stage and personality
Let’s help you make a confident, informed decision.
What Great Business Coaches Actually Do
Before we dive into what to look for, let’s get clear on what business coaching is supposed to help you achieve.
The best coaches don’t just give advice. They help you:
See the blind spots you’ve been avoiding
Think more strategically, not just tactically
Build sustainable systems, not short-term fixes
Stay focused on your goals amid distractions
Build belief in your own decision-making ability
A coach isn't meant to run your business for you. They’re meant to help you become more capable of running it well.
5 Qualities to Look For in a Business Coach
1. They Follow a Clear Framework You Can Understand
Inspiring words are great. But frameworks build businesses.
A great coach will walk you through a structured process, not just weekly chats. They have a method that’s been tested across different businesses, and they can show you what it looks like in action.
Ask: Do they have a repeatable system for helping clients grow, or are they winging it based on personality alone?
Coaches who rely on charisma but offer no clear structure often leave their clients spinning wheels.
Look for someone who can say: "Here’s exactly how we work together to grow your business."
2. They Work With People Like You
The best coach for a startup founder is not the best coach for a 10-year service-based business. The coach who specialises in agency owners might not be the best fit for an e-commerce brand.
The more aligned their experience is with your type of business, the faster they’ll understand your challenges, patterns, and opportunities.
Ask:
Who do they typically work with?
What kinds of businesses do they not take on?
Do they have case studies, client stories, or testimonials that feel relevant to you?
If every story they tell is about startups and you’re 7 years in? Keep looking.
3. They Prioritise Systems, Not Just Hustle
There are coaches who will have you working harder.
And there are coaches who will help you work smarter.
Busy doesn’t always mean progress. If you’re drowning in tasks, a good coach will help you step back and install systems that make growth sustainable — not just more chaotic.
If their content or calls are full of energy but lack clarity, that’s your clue.
Look for coaches who teach systems you can reuse, improve, and eventually run without constant input.
The right coach won’t feed your ego — they’ll fuel your growth.
4. They Help You Think More Clearly
The best coaches don’t tell you what to do. They help you make better decisions for yourself.
Anyone can offer opinions. But a skilled coach listens deeply, asks questions that shift your perspective, and creates space for you to think more clearly.
Advice is easy. Insight takes skill.
If a coach gives you cookie-cutter strategies without really understanding your business? That’s a red flag.
5. They Challenge You With Respect
You don’t need another cheerleader. You need someone who will challenge your thinking, call out your excuses, and hold you to your commitments — kindly, but firmly.
The best coaches are not afraid of awkward conversations. They care more about your growth than your comfort.
Ask yourself:
Will this person tell me the truth when it’s inconvenient?
Do I feel respected, not just affirmed?
Are they willing to challenge my assumptions?
Don’t choose a coach who makes you feel small without them. Choose one who makes you feel bigger because of them.
Quick Snapshot: Coach Checklist
What to Look For:
✅ Clear framework
✅ Works with businesses like yours
✅ Focuses on systems
✅ Listens and asks powerful questions
✅ Challenges and supports you
What to Avoid:
❌ Big promises with no proof
❌ Encourages dependence
❌ Talks more than they listen
❌ Generic advice
❌ Energy without structure
What to Avoid When Choosing a Coach
Even well-meaning business owners fall for the wrong fit. Here are three things to watch out for:
1. Big Promises Without Proof
If someone guarantees 6-figures in 6 weeks, be cautious.
Overpromising is common in the coaching world. A good coach is confident in their method, but they also know your results depend on many factors: your business model, your market, your mindset, your implementation.
Look for honesty over hype.
2. Coaches Who Create Dependency
A good coach will empower you to lead your business independently.
Be wary of coaches who:
Withhold information until you upgrade
Discourage you from learning elsewhere
Make you feel like you can’t move forward without them
You’re hiring a guide, not a guru.
3. Coaches Who Don’t Listen
If a coach spends your discovery call talking about themselves the whole time, that’s a sign.
You want someone who understands you before pitching their programme. Someone who asks great questions, listens actively, and tailors their approach to your situation.
If they don’t ask about your business goals? Run.
The Mistake Most People Make
It’s easy to fall into the trap of picking someone based on social media popularity, price, or personality alone.
The most confident, public-facing coach isn’t always the most effective. And the right coach for someone else’s season might be the wrong one for yours.
Instead, ask yourself:
Do I need help with mindset, strategy, or execution right now?
Am I looking for accountability, skill development, or systems?
What will make this investment feel worthwhile three months from now?
Coaching isn’t a magic pill. It’s a process. And it works best when you’re clear on what you actually need.
According to a recent ICF study, 86% of clients report a return on their coaching investment — when it’s the right fit.
Choose Based on Your Growth Stage
The right coach for you depends on where you are:
Early-Stage Business (Year 0–2)
Focus: Clarity, offers, validation, client acquisition
Best fit: A coach with a clear process for early growth and marketing
Mid-Stage Business (Year 3–7)
Focus: Systems, capacity, team, delivery improvements
Best fit: A coach who emphasises operations and scalable structure
Later-Stage Business (Year 8+)
Focus: Leadership, vision, succession, high-level strategy
Best fit: A strategic partner, not just a coach — someone who thinks like a COO or advisor
Choose someone who speaks the language of your current season.
Final Thoughts: Find a Coach Who Builds You, Not Just Your Business
At the end of the day, the right coach isn’t the loudest voice in your feed. It’s the person who helps you:
Think more clearly
Build with confidence
Stay accountable to your growth
They’re not there to impress you. They’re there to help you become a better business owner.
And the right coach? They won’t need to sell you hard.
They’ll simply make you feel seen, supported, and more capable after every conversation.
Considering Coaching Support?
If you're looking for a coach who brings structure, system, and strategy to your business growth — without the fluff or hype — we should talk.
I help small business owners implement the Entrepreneurs Marketing & Sales System (EMS) to attract, convert, and serve ideal clients with clarity and confidence.
👉 Click here to book a free 15-min action strategy session
Let’s find out if working together makes sense for your goals.
