What to Look for in a Business Coach (And What to Avoid)

Posted by Roberto Dal Corso

Have you ever thought about hiring a business coach, but hesitated because you weren’t sure who to trust?

You’re not alone.

For every genuine, experienced business coach out there, there are ten more self-appointed “gurus” who’ve simply updated their LinkedIn bio and started charging for advice. The problem is, if you choose the wrong one, you risk more than wasted money. You risk wasted time, broken confidence, and stalled growth.

But when you find the right coach? It can be transformative. A great business coach helps you get clarity, build predictable growth systems, and finally scale without burning out.

If you’ve been in business a few years and feel stuck in a cycle of inconsistent leads, unpredictable sales, or wearing too many hats—you’re exactly who this article is for.

This article will guide you step by step through:

• what to look for in a business coach,

• the red flags to avoid,

• and the exact questions to ask before committing.

By the end, you’ll be able to separate the real professionals from the pretenders—and make an informed decision that could reshape your business future.

Why Choosing the Right Business Coach Matters

Business coaching isn’t a one-size-fits-all service.

Hiring the wrong person can leave you worse off than before. Here’s what often happens when business owners pick poorly:

• They get motivational hype without strategy. You feel fired up on a Monday, but by Friday you’re back where you started.

• They waste time on theory, not execution. Hours of vague conversations but no clear roadmap.

• They drain resources. Coaching fees stack up while your sales pipeline doesn’t improve.

• They cause confusion. Contradictory advice leaves you second-guessing your instincts.

The right coach, on the other hand, delivers:

• Clarity. Helping you see the bigger picture and cut through distractions.

• Systems. Teaching you repeatable strategies so growth isn’t left to chance.

• Accountability. Making sure you actually implement, not just talk.

• Results. Tangible improvements in sales, marketing, operations, or leadership.

This is why the stakes are high. A poor fit sets you back. A strong fit accelerates everything.

What to Look for in a Business Coach

So what separates a great business coach from a pretender? Let’s break it down.

1. A Proven Framework (Not Just Opinions)

The best coaches don’t “wing it.” They work from a structured, battle-tested system that’s been used across multiple industries.

Why does this matter? Because you don’t need random tips—you need a roadmap. Without a framework, coaching can feel like bouncing between shiny objects. With one, every session builds toward a clear goal.

Example: The Entrepreneurs Marketing & Sales System (EMS) is one such framework. It provides a repeatable structure covering everything from lead generation to sales conversion, helping owners build momentum instead of constantly reinventing the wheel.

Ask:

• What system or framework do you use?

• How has it worked for other businesses like mine?

2. Real Business Experience

Some coaches have never run a business beyond their coaching practice. That’s a red flag.

A coach with lived experience—whether they’ve built, scaled, or even failed in business—brings insights no textbook can teach. They understand cash flow crunches, hiring headaches, and the pressure of payroll.

Ask:

• What businesses have you run?

• What were your biggest challenges, and how did you overcome them?

3. Track Record of Results

Would you hire a personal trainer who’s never helped a client lose weight or get fit? Probably not.

It’s the same with coaching. A credible coach can point to real businesses they’ve helped and the measurable outcomes they achieved—whether that’s doubling revenue, reducing owner stress, or building a predictable sales system.

Ask:

• Can you share case studies or client stories?

• What kind of results do your clients typically see?

4. Alignment With Your Stage of Business

Not all coaches fit all businesses.

Some specialise in helping startups get off the ground. Others focus on scaling established companies. If you’ve been in business 5–10 years, you don’t need lessons on writing your first business plan. You need help building systems, creating consistency, and scaling beyond the “owner-does-everything” trap.

Ask:

• Who is your coaching best suited for?

• What’s the typical size and stage of the businesses you work with?

5. Practical, Tactical Advice

Theory is cheap. Execution is priceless.

The right coach won’t just inspire you—they’ll give you tools, templates, and tactics you can apply immediately. You should walk away from each session with specific actions, not vague encouragement.

Ask:

• What does a typical session look like?

• Will I leave with clear action steps?

6. A Focus on Marketing and Sales

At the end of the day, most business problems boil down to one of two things: not enough leads, or not enough conversions.

A strong coach knows how to build consistent marketing and sales systems so you can grow without rollercoaster revenue. They’ll help you stop relying on word-of-mouth and instead create a machine that generates predictable clients.

Ask:

• How do you help clients generate consistent leads?

• What’s your approach to building a reliable sales process?

7. Accountability and Support

Information is everywhere. Implementation is where the gold is.

The best coaches won’t let you get away with excuses. They’ll hold you accountable for doing the work and provide support when challenges arise.

Ask:

• How do you keep clients accountable?

• What happens if I fall behind on implementation?

8. Cultural and Personality Fit

Finally, don’t underestimate the “chemistry” factor. Coaching is a partnership. If you don’t click with your coach, it’ll be hard to be open, honest, and committed.

Look for someone who “gets” you—someone whose style motivates rather than frustrates.

Ask:

• How do you usually work with clients?

• What’s your communication style like?

What to Avoid in a Business Coach

Now, let’s flip it. What are the red flags that should make you cautious?

1. Vague Promises

If a coach promises to “10x your business” without explaining how, run. Real coaches talk about process, not magic numbers.

2. No Clear System

A coach who just chats each week without a guiding structure is winging it. That might feel supportive, but it won’t get results.

3. More Hype Than Substance

If every session feels like a motivational pep talk but you never leave with concrete next steps, you’re paying for enthusiasm—not growth.

4. Lack of Transparency

If they dodge questions about past clients, results, or pricing, that’s a warning sign. A good coach is upfront about what they do and who they help.

5. Overemphasis on Themselves

Beware of coaches who make it all about their story, their success, their methods—without asking about your business. Coaching should be client-focused, not ego-driven.

6. One-Size-Fits-All Advice

If they offer the exact same prescription to every business, they’re not coaching—they’re selling a cookie-cutter programme.

7. No Evidence of Ongoing Learning

Business changes quickly. A coach who hasn’t evolved in years, or who isn’t adapting to new tools and technologies, won’t help you stay competitive.

Questions to Ask Before Hiring a Business Coach

Here’s a practical checklist you can use in your first conversation:

1. What system or framework do you use?

2. Can you share examples of results you’ve achieved with businesses like mine?

3. How do you structure your sessions?

4. Who is your ideal client?

5. What’s your approach to marketing and sales systems?

6. How do you handle accountability?

7. What kind of support is included between sessions?

8. What does success look like after 6–12 months of working with you?

A Case Study: The Cost of the Wrong Coach vs. the Right One

Consider two business owners, Sarah and James.

• Sarah hired a coach who promised the world but had no framework. After six months, she had lots of motivational notes but no more clients than before. Cost: €6,000 and countless hours wasted.

• James had been relying on word-of-mouth referrals for years—until it dried up. He started working with a coach who used a structured framework similar to the Entrepreneurs Marketing & Sales System. Together, they clarified his target audience, revamped his messaging, and implemented a simple sales follow-up process. Within six months, his lead flow doubled, conversions improved, and he finally stepped out of the “everything depends on me” trap.

The difference? One picked based on hype. The other picked based on substance.

Bonus: Use a Framework to Vet a Coach

If you’re familiar with structured systems like the Entrepreneurs Marketing & Sales System, you know they focus on five key areas:

• Attract – Target the right audience with clarity.

• Capture – Turn attention into leads.

• Nurture – Build trust and educate before selling.

• Convert – Have a repeatable sales process.

• Deliver & Scale – Create time leverage and consistent delivery.

A strong coach should be able to help you improve across these areas—not just give you pep talks or surface-level advice.

Conclusion: Choosing a Coach is Choosing Your Future

The right business coach won’t just give you advice. They’ll give you clarity, systems, accountability, and results. They’ll help you build a business that doesn’t depend on you doing everything—one that grows consistently, predictably, and profitably.

The wrong coach? They’ll waste your time, money, and energy.

So take this seriously. Ask the tough questions. Look for proven frameworks, real results, and genuine fit.

Because the right decision here doesn’t just affect the next 6 months. It can shape the next 6 years of your business—and your life.

If you're ready to stop guessing and start using a proven framework to grow your business, let’s talk. I use a structured system to help business owners like you create consistency, clarity, and confidence. 👉 Click here to book your free discovery call.