4 Keys to Choosing a Business Coach Who Will Help You Succeed

By Clate Mask

After more than 20 years of experience working with small businesses, I’ve learned there are natural stages of business growth, and these are often marked by periodic plateaus. When you hit one of these plateaus it may seem natural to put your head down and plow through. After all, entrepreneurs are a tenacious and resilient bunch.

But simply doing more of what you’ve been doing will not lead to future growth. Converting a stumbling block into a stepping stone to achieve continued growth requires an alternative approach and that often comes from gaining a different perspective. This is when a business coach can be invaluable.

Business coaches have a wealth of experience and can provide business strategy and tactics to help you break through these plateaus. However, the best coaches go beyond this to help entrepreneurs identify and address their weaknesses, insecurities, fears, people management issues, etc. because all these factors influence business performance. Identifying what is holding you back can improve your decision-making which can lead to better business outcomes.

Because you’ll be sharing such personal frailties and difficult experiences, it is vital you are comfortable with your coach and trust their counsel when they speak candidly to you about what you must change. A good coach will challenge you to help you see the things—personally and professionally—that are hindering your business growth.

All of this makes choosing the right business coach a task that requires careful consideration. Here are four tips to ensure you make the right choice.

Choosing a business coach who helps you succeed

1. Look before you leap

First and foremost, it is important to know why you want a coach. Do you need guidance in a specific business area where you are struggling? Are you looking for personal development to better motivate and lead your team? Whatever the reason, you need to be intentional about the help you are seeking before beginning the search for a business coach.

Most coaches can speak to a myriad of business challenges, but if you have a specific issue that is threatening the bottom line, then you need a coach that specializes in that area to help you neutralize the risk and position your company to thrive.

2. Utilize your connections

Whether you have been in business five months or 50 years, nothing beats a good customer referral. The same is true when seeking a business coach. Look to your network because it’s likely someone you trust in your industry has a business coach. Ask about their experience with a coach to determine whether it is worth reaching out to the coach regarding your needs.

If your network doesn't pan out, additional resources to look to include industry and small-business online communities, groups for entrepreneurs and startups, chambers of commerce, and technology councils. These types of organizations often have LinkedIn groups or local meetups where you can engage with other entrepreneurs and seek referrals.

Only as a last resort should you utilize an internet search, and if you must go this route, be as specific as possible utilizing keywords to narrow the results.

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• How Can Small Businesses Afford to Grow?
• Three Steps to Better Understanding Your Customer Base
• Ten Tips on How to Select a Business Coach
• 9 Benefits of Business Coaching
• How to Start a Coaching Business, No Matter Your Niche

3. Seek industry-specific knowledge

In my experience, it is best to choose a coach that has already worked with someone in a similar industry or with the specific need you have. After all, running a high-growth technology startup that is gearing up to raise a round of funding is quite different from running a long-established food franchise hoping to innovate and find new revenue streams.

Some issues may be consistent from industry to industry, but you need to feel confident the coach has a good understanding of your industry-specific issues so you can establish a trusted repertoire that will ensure success.

4. Have the right chemistry

Whether personal or professional, relationships are built on trust and honesty. To that end, it is important to choose a business coach with whom you can connect in an authentic way. That doesn’t mean building a friendship, but rather that you feel comfortable enough to engage in open dialogue with them about your successes and failures.

In fact, I’d caution against seeking out a friendship with your coach because that can make it difficult to receive critical feedback or continued professional accountability. It’s a fine line to walk, but always remember the relationship with your coach is designed to make you better in your career and help grow your business.

Choosing the right business coach can help a business grow

Choosing the right business coach may seem like a daunting task, but it is well worth the effort. Make sure you understand the issue you’re trying to solve, be intentional in seeking a referral from someone in your industry who has successfully worked with a coach to address a similar issue to yours, and seek a connection that allows for openness and accountability.

With a little time and energy, you will choose the right coach, and you and your business will be better for it in the long run.

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