How to Choose the Right Business Coach for Your Small Business

Selecting the right business coach is a pivotal decision for any small business owner. The ideal coach not only acts as a guide through the complexities of business management but also aligns with your company’s approach, values and aspirations. Here are key factors to consider to ensure you choose a business coach who can accelerate your results and support you on your business journey.

Knowledge of Your Specific Industry

The relevance of industry experience cannot be overstated. A coach who has navigated the specific challenges and dynamics of your industry brings invaluable insights and can foresee potential pitfalls. Their ability to understand the dynamics of your industry, the specific challenges, competitive pressures, and customer expectations means they can offer tailored advice that’s both practical and impactful.

Experience, Tools and Templates

A well-equipped business coach brings more than just expertise—they bring resources. From time-tested templates and tools to innovative management resources, these materials help streamline processes, ensure consistency, and facilitate the smooth implementation of new strategies. Look for a coach who can provide comprehensive toolkits that will scaffold your business’s growth efforts.

Experience also counts. The more that they have been around, worked with different types of businesses, and different types of people, means that they can adapt and tailor their approach to the unique needs of your business, rather than applying a one-size-fits-all method. This personalisation makes coaching more effective and relevant.

Track Record of Results

Evidence of success is perhaps the most important factor when selecting a coach. A proven track record of guiding similar businesses to growth and profitability speaks louder than any qualifications. Ask potential coaches for case studies, testimonials, and specific metrics that demonstrate their effectiveness in delivering tangible results.

Understanding Financials

I’m a big believer that “numbers are the language of business”. Your coach should be fluent in the financial aspects of running a business, and they should be able to speak in plain English so that you can learn these skills too. Things like reading your financial reports, setting KPI’s (Key Performance Indicators) and revenue targets, profitability analysis, budgeting, cash flow forecasting. A deep understanding of financials allows a coach to advise not just on growth strategies but also on sustainability and profitability, ensuring that your business remains viable in the long term.

Building Rapport and Trust with Your Team

A business coach often works closely with your team, so their ability to build rapport and gain trust is crucial. The right coach should blend seamlessly with your team, fostering a collaborative environment that encourages openness and innovation. Their interpersonal skills can make or break the coaching relationship, influencing how well strategies are implemented.

Growth Mindset and Commitment to Continuous Improvement

A good coach needs to be aligned with your vision and goals, but they should also believe that growth is normal and a given. They should take the time to understand not just where your business is now, but where you want it to go, and have a fundamental belief in the potential of you and your business. This deep understanding and belief helps them tailor their coaching strategies, ensuring that every step taken is a step towards your ultimate business aspirations.

They also need to be a learning resource for you. They should be able to recommend books, videos, seminars, and other ways for you to learn how to become a successful business person. This includes encouraging you to try new things and continuously look at ways to improve yourself and your business.

Liking and Trusting Them

Finally, personal compatibility is key. You’ll be sharing not just your business numbers but your hopes and challenges with this person. Liking and trusting your coach provides the foundation for a strong, productive relationship. It’s important that their personality, ethics, and approach resonate with you on a personal level.


Choosing the right business coach involves a blend of analytical decision-making and personal intuition. It’s about finding someone who is not just competent but also a catalyst for change, capable of understanding and amplifying your vision. When you find a coach who ticks all these boxes, you set the stage for a partnership that can lead to transformative growth and long-lasting success.

By Anil Puri

Click here to grab my checklist of the 81 business-building strategies and tools that I use to help my clients grow successful and wildly profitable businesses.