Let’s be real: hiring a business coach can feel a little like dating. When you are looking for the right coach there are lots of profiles to wade through; you can get flooded with emails, texts and requests to connect, all with big promises and questionable buzzwords. One minute you’re reading about “scaling sustainably” and the next someone is trying to sell you a course that costs more than your annual marketing budget.
So how do you actually find the right coach for your small business—someone who gets your challenges, speaks your language (bonus points if they know what a “reactive dog” is), and won’t just waste your time and your money?
Let’s take a deeper look, without stepping in anything squishy.
Look for Real Experience (Not Just a Fancy Bio)
A solid coach should have walked the walk and have helped others walk a lot of metaphorical (and literal) dogs. They should have experience with multiple clients in different industries and have a proven track record of success. A good coach is like a resource library you can tap into when needed and a sounding board for all your ideals and goals.
Tip: Ask questions, especially have they worked with other businesses like yours?
Bonus: Do they understand your industry, or are they going to need you to explain what a pet sitter does 12 times?
Check Their Vibe (Yes, Vibe Matters)
Take advantage of any offer of a free session or exploratory call. Treat that call like an interview. This is someone you’re going to talk to regularly and share a lot of personal and professional information with about your business. If they make you feel anxious, judged, or like you’re back in high school algebra class… hard pass. Now it is ok if you feel a little uncomfortable, because that is often where growth happens. Look for the right balance.
Tip: Look for someone who makes you feel supported and challenged, not lectured.
Tip: Trust your gut. If they say “synergy” (or any other buzz word) 14 times in the first five minutes… you’re right to move on.
Find Someone Who Asks You Insightful Questions
Good coaches don’t just come in with a one-size-fits-all game plan. They ask smart questions, they listen, and they tailor their input to your business and your goals—not their ego. Their job is to help you find the right answers for you, not just give you an answer.
Ask: “What’s your process for helping clients figure out what success looks like for them?”
Tip: Look for strategy with flexibility, not a rigid checklist titled “Secrets to Success Volume 1.”
The Goal is Clarity, Not Confusion
If their website, discovery call, or LinkedIn bio makes you feel like you need a translator… they are not a good fit for you.
Tip: A great coach should be able to explain how they help clearly.
Tip: You should leave a discovery call with less confusion, not more. You should feel inspired, not intimidated.
Ask About Accountability (Without the Shame)
A good coach will help you stay on track, not make you feel like a failure if life gets in the way (looking at you, flu season + five new dog walking clients).
Ask: “How do you support accountability with your clients?”
Tip: Look for encouragement and structure, with a touch of tough love. No one needs guilt trips.
They Should Speak “Small Biz” Not Just “Big Goals”
You don’t need a coach who works with Fortune 500 companies. You need someone who understands what it’s like to juggle payment due dates, last-minute cancellations, and still make it to the client’s house on time.
Tip: Look for someone who’s excited about helping you go from surviving to thriving—even if “thriving” for now means consistent profit and a day off that doesn’t include laundry.
Final Thoughts: You’re the Boss—Pick the Coach That Feels Right
At the end of the day, your business coach should be someone who helps you get clear, feel confident, and moving forward—not someone who leaves you with a to-do list that makes you want to hide in a crate.
So ask questions, trust your instincts, and remember: the right coach won’t just help your business grow—they’ll help you grow. Leaders have to grow first to grow their business.
And if they know how to calm a barking dog and organize a profit plan? You might’ve just found The One.
Click here to schedule your complimentary introductory session- let see if we are a good fit.