How to Hire the Right Business Coach

Every day I see requests about seeking a business coach from small business owners.  Many of them will end up disappointed, but you can make this a positive, even life-altering experience. Here’s how:

Coaches come in different flavors 
Coaches have different specialties. If you can zero in on what sort of coaching you’ll find most beneficial, you’ll have better results. For example, I coach people in how to get their book published and i coach business owners on how to strategize-publicize-monetize their businesses.  But I would never dream of offering  stock portfolio consulting, or relationship coaching, or health consults. Be sure you’re specific in what type of counseling you're seeking, and that you’ve zeroed in on someone who specializes in exactly that. 

Prioritize your needs 
If you’re just starting out or scaling your business, you may have many simultaneous coaching needs. Prioritize so that you’re meeting your most important business needs first. You may want to speak with a coach about adding employees, but if your business isn’t set up strategically for monetizing, you won’t have a business for long enough to get to employees. First things first. 

Check references 
Coaches don’t need licenses, and anyone can hang up a shingle and call themselves a coach. So be sure you’ve talked to people who’ve actually used someone successfully. Look carefully at the endorsements on their websites.  Caveat emptor. 

Sometimes you get what you pay for 
To some extent, price really does signal talent. If they’re clearing megabucks from clients, they’re probably worth it. If they’re charging peanuts, it’s probably because they don’t have enough clients. Great coaches raise their rates - because they have limited time, and when they start booking solidly, raising prices is one way to scale. 

Make sure you’re paying for what you need  
Coaching du jour is to include a lot of social media hoopla, with private Facebook groups and mastermind groups and more. That kind of social interaction can be extremely helpful - or a complete waste of your time, depending on who participates and whether you need that sort of forum.  You have limited time (and money, and resources), so look for what you actually need.  

Check out their less expensive options   If you can't afford their pricing, see if your dream coach is offering anything less expensive than one-on-one consulting.  For instance, I offer private Psychology of Pricing consulting, but I also offer a $99 one-hour video on pricing; I offer one-on-one Strategize-Publicize-Monetize coaching for small businesses, but I also offer a 21-day video-plus-workbook course for $149.  See if you can learn with your dream coach at pricing that's affordable for you.

Try them 
If you hate their teaser, you’re unlikely to love the follow-on. Regardless of who you’re considering, book an hour, or listen to their free video before you commit. If you find yourself writing down everything they say, and you feel totally energized and excited, it might be a match; if after an hour your page is still blank, or you find your mind wandering, you should probably keep shopping around.

Finding the right business coach is like finding the perfect partner: It takes time, and sometimes mistakes, before you identify who works for you. Hang in there and get clear on what you need. A good business coach can be a fantastic investment in your business future.

Resources mentioned:

Fern's $99 Psychology of Pricing video workshop:

The $149 21-day Strategize-Publicize course:  https://fernreiss.thinkific.com/courses/strategize