It’s true — many business coaching programs are a waste of time. The problem with many of today’s business coaches and coaching programs is that they are focused on mindsets, motivation and emotions, and not on implementing proven best-practice systems, strategies and action steps that will actually grow a business.
The vast majority of business coaching programs invest most of each coaching session trying to motivate the entrepreneur and discussing how he or she feels. Rather than focusing on developing, marketing and selling products and services that people actually want to buy, many business coaching programs have essentially become quasi-psychologists for many lone-ranger entrepreneurs in search of somebody who will finally understand them and the inherent loneliness often associated with founding and growing a successful company.
Although there is value in hiring therapists, psychologists and life coaches, that is not what business coaching is about. Instead, it’s about helping real business owners grow real businesses as a result of discovering breakthroughs and implementing proven best-practice systems and processes, many of which are often too complex and difficult to implement without proper coaching and mentorship.
Effective coaching absolutely has the ability to transform your business, but sadly, most business coaching has devolved into half-baked entrepreneur therapy sessions. To demonstrate the power of effective business coaching, consider Eric Schmidt, the former executive chairman of Google who hired Bill Campbell to be his business coach. Schmidt described his initial thoughts about coaching and his relationship with Campbell in Fortune: “How could a coach advise me if I'm the best person in the world at this? But that's not what a coach does ...They have to watch you and get you to be your best ... Once I realized I could trust him and that he could help me with perspective, I decided this was a great idea.”
There are an estimated 53,300 business coaches, according to the International Coach Federation. So how do you know which ones are the real deal? As with hiring a cosmetic surgeon, an auto mechanic or a homebuilder, it’s wise to do your research in the following two areas:
Check Out The Testimonials
Really dive into the content of what people are saying: Search for video reviews, if possible, and listen to what former clients have to say. Are they talking about feelings, or are they sharing the real results that their business coach helped them generate? It’s possible to love your business coach but also be broke.
Verify Claims
Too often, business coaching material is taught by coaches who have never grown a business (other than their program), so everything they teach is theoretical at best, and they may have no idea if it will actually work for you and your business. Does the program seem too good to be true? If it’s promising overnight success or huge profits that seem unrealistic and unsustainable, it probably is.
A business coach can change your life and your business, but it‘s important to take the time to vet your coach. Make sure you do your due diligence to find the program that is right for you.
