How do people choose a business coach?

I want to start a coaching program for entrepreneurs. I have two ideas in mind:

  1. To help entrepreneurs to overcome divorce
  2. To help entrepreneurs overcome business failure

Can anyone share their thoughts on how people choose a coach? What factors do they weigh up and consider?

Top voted answer
Rebecca Carroll-Bell

Rebecca Carroll-Bell at

Hi Sandra,

I am a member of The Coaching Circle ( They have a great quick on the page "Do I need a Coach"? Taking the quiz yourself might give you ideas for the types of questions to ask potential clients and ways to market to them. The Coaching Blog on that page also has some great articles, even if you don't want to join, it's a great resource.


Greg Rogers

Greg Rogers, Founder and CEO at

Hi Sandra,

My feedback is this.

Both of the streams are starting to move into 'niche' territory which is something you are going to need as the field of 'coaching programs for entrepreneurs' is quite expansive!

It might be best to identify which niche would give you more traction in the first instance and which one you feel more comfortable in. One is very personal, the other clearly more business related.

As you might do for a client it would seem you need to do some more work on your why, how and what. If you can define those then you are a long way down the road to getting it right.

Here is an excerpt from an article that nails it really succinctly, it is primarily based on a TED talk by Simon Sinek.

"People don’t buy what you do, they buy why you do it.

If this is true, that means “why” is extremely important to someone’s buying decision. Their choice to buy from you says as much about them and their beliefs as it does about you.

The most successful companies and people market starting with “Why” they exist. Then they move to “How” they do what they do. Lastly they talk about “What” it is they are selling."

Hope this helps. Cheers

Edward Plant

Edward Plant, Strategic Leader at Lead a Better Business

Hi Sandra,

I think there was a secondary question behind your main question, however I will address your main question: "How would you choose a coach?"

I would look at three initial key areas:

1. What do you want out of it?

2. What can the coach do for me?

3. Do I trust this person and do I believe they can support em get the results I want?

There are many more things to consider, however this is a good starting point for you to consider.