How to choose a business coach: seven questions to ask first
There are a lot of business coaches in Sydney and online. Titles are unregulated, so anyone can use one. These are the seven questions I would ask, as an owner, before hiring anyone, including me.
1. Have you run a business like mine?
Coaching without operating history can only ask questions. Ask what businesses they have owned or run, for how long, and what went wrong. A coach who has carried payroll in a bad month will hear your problem differently.
2. What is your method?
A good coach can explain how the work moves from where you are to where you want to be. If the answer is “every client is different” and nothing more, expect sessions that feel useful but go nowhere. Ours is the Strategy Within Framework.
3. What does it cost, all in?
Many coaches only reveal prices on a sales call. Ask for the monthly fee, the minimum term, what is included between sessions and what happens if you want to stop. I publish mine on the cost guide.
4. How will we know it is working?
Ask how progress is measured. A clear destination agreed at the start, with milestone reviews, beats a vague promise of growth.
5. What training or accreditation do you have?
Training and accreditation show commitment to the craft. Ask about them, and weigh them alongside real operating experience rather than instead of it.
6. Can I speak to someone you have worked with?
Genuine coaches can point you to clients, reviews or independent coverage. Be wary of testimonials with no names.
7. Do I trust this person enough to tell them the truth?
Coaching only works if you are honest about what is happening. Notice how you feel at the end of the first conversation: clearer, or sold to?
Red flags
- →Guaranteed revenue numbers
- →Long lock-in contracts with no exit
- →A script or program your business must fit into
- →Pressure to sign on the first call
The cheapest way to decide
Take a free first session and judge the coach on what you leave with. Mine is the CLARITY Session: 30 minutes online and a written summary of your top three bottlenecks, whether or not we work together.
Frequently asked questions
What should I look for in a business coach?
Operating experience relevant to your business, a clear method, transparent pricing, a way to measure progress, and someone you trust.
Should my business coach be in Sydney?
Not necessarily. Most coaching works well online. A Sydney-based coach helps if you want in-person strategy days.
How long should I commit to a business coach for?
Long enough to reach a defined destination, usually six to twelve months for ongoing coaching. A single paid session is a good way to test fit first.