✅ Step 1: Can They Prove They Deliver Real Results?

You're not hiring a coach to get motivated. You're looking for measurable improvements like stronger revenue, higher margins, smoother operations, or clearer strategy.

Ask them:

“Do you have 2–3 case studies from businesses like mine?”

“What kind of results did they get - revenue growth, margins, operations, hiring?”

“When did this happen - recently, or ten years ago?”

“Have you worked with businesses doing around $X per year?”

Red flag: If their only case study is a $20M business and you’re turning over $1M, the gap is too big. You want examples that are relevant to your level and industry.

 

✅ Step 2: Do They Actually Coach Or Just Give Advice?

There’s a big difference between a proper coaching process and just having a chat each week.

Ask them:

“Do you follow a framework, or is each session ad hoc?”

“How do you personalise your approach to my business?”

“What happens in the first few sessions - do you jump into advice, or ask questions first?”

Red flag: If they’re offering solutions within the first 5 minutes, that’s a worry. Good coaches dig deep before recommending anything.
If you’re looking at a group program, be realistic.

 Ask:

“How much 1:1 support is included?”

“Will I get direct feedback from you, or just from other participants?”

Too often, group programs are glorified sales funnels with recycled content and minimal support.

 

✅ Step 3: Is Their Reputation Backed by Real People Not Just Marketing?

Anyone can write a glowing testimonial. You're looking for specifics and credibility.

Ask yourself:

• “Do their reviews say anything specific - or just generic lines like ‘Great coach’?”
   

• “Do their Google or LinkedIn reviews sound like templates?”
   

• “Have they run a business themselves - or just talk strategy from the sidelines?”
   

Red flag: If all their reviews sound copy-pasted or vague, dig deeper.

Ask them directly:

• “Can I speak to one or two past clients?”
   

Any coach worth their salt will have people who are happy to vouch for them without the runaround.

 

✅ Step 4: Are They Honest, Realistic, and Worth Your Trust?

Coaching isn’t about making you feel good. It’s about helping you improve. That means being upfront and direct.

Ask yourself:

• “Are they willing to challenge me - or do they just agree with everything I say?”
   

• “Are they clear about pricing and expectations - or do they dodge the details?”
   

• “Can they explain what I get, what it costs, and what kind of timeframe to expect?”
   

Red flag: If they avoid these questions or dance around the price, be wary.

And again - if they won’t let you speak to a real client, that says a lot.

 

✅ Step 5: Tally the Score Before You Commit

Use this quick scoring system to help make your call:

Rate each of the four areas above (Steps 1–4) from 1 to 5:

1 = Definitely No
5 = Strong Yes

Total possible score: 20

• 🟢 17–20 points: Green light. You’re likely onto someone solid. Still do your homework, but worth engaging.
   

• 🟡 13–16 points: Caution. Some good signs, but a few gaps. Ask more questions or explore other options.
   

• 🔴 Below 13 points: Walk away. Too many unknowns. The risk of wasting time and money is high.

 

Final Word

If your business matters - and we know it does - don’t rush into a coaching relationship just because someone seems convincing online.

The right coach can help you scale, grow profit, and remove bottlenecks. The wrong one can do real damage.

If you’d rather skip the guesswork, Your Small Business Coach runs a free service that matches business owners with coaches who’ve already been vetted, tested, and trusted. No pressure. No fluff.

👉 Find a Trusted Business Coach Now