The short answer: To find a business coach when you're a coach, first figure out where you're stuck: getting clear, getting seen, or getting clients. Then look for someone who works with coaches, markets their own business where you can watch, and helps you do the work. Skip anyone who guarantees income or rushes your decision.
Prefer to watch? Here's the video version of this guide.
Why Is It Harder to Find a Business Coach When You’re a Coach?
It's harder because general business coaching was built for companies with products, staff, and storefronts.
You don’t have a product on a shelf. You are the product. Your marketing is your story, your message, and how clearly you explain what you help people do.
Here’s the thing. Coach training teaches you how to coach. It rarely teaches you how to get clients.
The numbers back this up. In the 2025 ICF Global Coaching Study, conducted by PwC with more than 10,000 respondents in 127 countries:
The number of coach practitioners grew 15% since 2023, to a record 122,974.
73% of coaches agree that clients expect them to hold a coaching certification or credential.
59% expect to earn more next year, and they expect that money to come from more clients and more sessions, not higher fees.
So your certificate gets you in the door. Getting clients is what grows your income. And with more coaches every year, you need a business coach who understands that difference.
When I hiked 26 miles of the Inca Trail to Machu Picchu on crutches, I wanted a guide who had walked that trail, not one who had only read about it. You deserve that same kind of guide for your business.
What Kind of Help Do You Need Before You Hire Anyone?
Start with what you want to accomplish. Your goal tells you what kind of coach to hire.
When I hired a business coach, I hired based on what I wanted to get done. I knew I didn’t need another mindset coach to work on my inner mindset. I needed someone who could teach me the hows. How to set up my business. How to set up payment so clients could actually pay me.
Your answer might look different from mine. So before you read a single sales page, ask yourself one question: what do I want to know how to do 90 days from now?
I teach this using five milestones. Every coaching business moves through them in order, and each one has its own kind of stuck. Once you know where you’re stuck, you know what kind of help to ask for:
Get Set Up. You’re stuck here if tech is eating your week, or you don’t have an easy way to book calls, take payment, and send email. The support you need: someone who can help you set up simple systems so your tech works and you can focus on clients.
Get Clear. You’re stuck here if you freeze when someone asks “so what do you do?” The support you need: help choosing who you serve, naming the problem you solve, and saying it in one sentence.
Get Seen. You’re stuck here if you post and hear crickets. The support you need: a simple visibility plan and honest feedback on the content you’re already making.
Get Clients. You’re stuck here if people say “this sounds amazing” and then disappear. The support you need: help with your offer, how you invite people to work with you, and your sales conversations.
Keep Them (Get Bigger). You’re stuck here if you’re always starting from zero. The support you need: help with client results, renewals, referrals, and recurring revenue.
Here’s how that changes the question you bring to a business coach:
Instead of “I need help with marketing,” try “I’m at Get Clear. I can’t explain what I do in one sentence, and I need help picking my niche.”
Instead of “I need to be more visible,” try “I’m at Get Seen. I post three times a week and get no comments. I need a plan for where to show up and what to say.”
Instead of “I need more clients,” try “I’m at Get Clients. People love my free sessions, but nobody signs up. I need help with my sales conversations.”
Now you can walk into a discovery call with a real question. You’ll also know within minutes whether a coach can help with the milestone you’re on, or whether they teach a stage you haven’t reached yet.
Not sure which milestone you’re on? My free Find Your Missing Piece assessment takes about 10 minutes. Answer 17 questions and you’ll know which milestone you’re on and what kind of support to look for next.
What Should a Business Coach for Coaches Help You Do?
A good business coach for coaches helps you get clients, and then helps you actually do the work that gets them.
That second part matters. Plenty of programs hand you a 40-page plan and a pat on the back. Then you’re alone at your kitchen table wondering where to start.
Here’s what the right coach should help you with:
Your niche and message. Who you help, the problem you solve, and words your people actually use.
Your offer. What you sell, how long it lasts, and what it costs, so saying your price out loud doesn’t make you flinch.
A simple visibility plan. One or two places to show up consistently, instead of five platforms done halfway.
Client conversations. How to invite someone to work with you without feeling pushy or salesy.
Systems that keep it going. The tech, email, and follow-up that keep your business running when life gets busy.
Ask every coach you’re considering one question: “Will you help me do this, or just tell me what to do?” Planning feels productive. Implementation is what fills your calendar.
Where Can You Find a Business Coach Who Understands Coaches?
Start where coaches already gather, and where you can watch someone teach before you pay them a dime.
Coach friends and your training cohort. Ask who they’ve worked with and what changed. A warm referral beats a slick ad every time.
Free communities and Facebook groups. Watch how a coach answers questions. Are they generous and specific, or vague and always pointing to a paid program?
Podcasts and YouTube. You can hear hours of someone’s thinking for free. If their advice makes sense to you now, it will make even more sense with their help.
Free classes and workshops. You’ll see how they teach, how they handle questions, and how they make an offer.
LinkedIn and ICF chapter events. The U.S. Chamber of Commerce also suggests checking coaching associations and filtering LinkedIn by location if you want someone local.
Give yourself 30 days to watch before you buy. You’ll learn more from a month of someone’s free content than from any sales page.
This is also how I find my own clients. I hang out in Facebook groups where coaches ask questions, and I answer them as helpfully as I can. I sell nothing in those threads. People friend-request me, keep watching, and reach out when they’re ready.
What Questions Should You Ask Before You Hire a Business Coach?
Ask questions that show two things: whether they can get clients themselves, and whether they’ll help you take action.
How do you get your own clients? If a business coach can’t explain how they fill their own calendar, that tells you a lot.
Have you helped coaches at my milestone? Helping a brand-new coach land a first client is different from helping a busy coach raise prices.
Do you work with my niche? You don’t need a coach in your exact niche. Health, career, executive, and relationship coaches all face the same business problems. You need someone who understands coaching businesses.
What will we work on in the first 30 days? A clear answer means they have a real process.
How do you help me implement? Listen for things like feedback on your actual posts, emails, and sales calls.
What happens between sessions? Can you ask questions? Is there a community, or are you on your own until next time?
What does it cost, and what’s included? Get the full price and every piece of support in writing.
Can I hear from someone you’ve worked with? Real stories from real clients beat a wall of five-star graphics.
What happens if it isn’t working? A good coach has an answer that doesn’t sound defensive.
Want all 9 questions on one page you can print? Get the free checklist, with a scorecard to compare up to 3 coaches.
What Are the Red Flags When Hiring a Business Coach?
Walk away from anyone who promises income numbers, rushes your decision, or can’t explain how they get their own clients.
Guaranteed income. “Six figures in 90 days” is a sales line that no honest coach can promise. Ramsey Solutions also warns against coaches who promise instant success or a specific dollar amount of growth.
Pressure to decide on the spot. If the price goes up in 10 minutes, it’s okay to let it. The U.S. Chamber lists high-pressure sales tactics as a top warning sign.
One formula for everyone. If their method asks you to dance on Reels and you’d rather write, pay attention. NerdWallet points out that a coach pushing you against your personality or values is a real problem.
No visible marketing of their own. No content, no community, no clear way they find clients.
All mindset, no strategy. Mindset matters. You also need a plan for who to talk to this week.
An endless upsell ladder. If every answer is “that’s covered in my next program,” you’ll pay for the same promise again and again.
Dependence instead of skills. A good coach teaches you to make decisions on your own over time.
Should You Hire a 1:1 Coach, Join a Group, or Buy a Program?
Choose based on how much support you need to take action, not on price alone.
Free community. Best for testing a coach’s teaching and getting peer support. Watch out: it’s easy to lurk and never act.
Self-paced course or planner. Best for self-starters who want a roadmap. Watch out: nobody checks your work.
Group program or academy. Best for structure, coaching calls, and community at a mid-range price. Watch out: less one-on-one time.
1:1 coaching. Best for custom strategy and fast feedback on your actual work. Watch out: it’s the highest investment, so make sure there’s a clear plan.
There’s no wrong answer here. Start where you’ll actually show up, and move up when you’re ready for more support.
Want to see how this looks in practice? Here are all the ways to work with me, from free support to the Coach With Clients Academy and private 1:1 mentorship.
Frequently Asked Questions
What does a business coach do?
A business coach helps you build the business side of your work: who you serve, what you sell, how people find you, and how you turn conversations into paying clients. For coaches, the biggest part of that job is helping you get clients and keep them. The best ones also help you do the work, so you’re never left holding a plan you don’t know how to start.
How much does a business coach for coaches cost?
Prices range from free communities to low-cost courses, monthly group programs, and premium 1:1 packages that can run into the thousands. Compare what’s included, like live calls, feedback on your work, and support between sessions, instead of comparing price tags alone.
For example, my Coach With Clients Academy is $397 a month or $3,997 a year. Private 1:1 mentorship starts at $7,500 for 6 or 12 months and includes Academy access.
Is hiring a business coach worth it?
It’s worth it when it saves you from guessing. If you’ve been posting, tweaking your niche, and buying courses without steady clients, a coach helps you find the one piece that’s stuck and fix it first. It won’t pay off if you don’t have time to do the work, so be honest about your next 90 days before you buy.
Do I need a business coach right after I get certified?
If you don’t know how you’ll land your first paying client, support will save you months of guessing. A free community or a low-cost planner is a smart first step if you’re not ready to invest more.
Should my business coach be in my niche?
No. Health, career, executive, ADHD, and relationship coaches all need the same things: a clear niche, an offer people want, and a way to get seen. Look for someone who understands coaching businesses.
Does my business coach need an ICF credential?
A coaching credential shows someone was trained to coach. For business help, also look for proof that they know how to get clients and can teach you to do the same.
What’s the difference between a business coach and a marketing coach?
A business coach looks at the whole picture, including pricing, systems, and money. A marketing coach focuses on getting seen and getting clients. For a coaching business, marketing is where you’ll spend most of your energy, so a business coach with strong marketing skills gives you both.
How long until I see results?
Give any coach about 90 days with clear weekly actions. In that time, look for more clarity, more visibility, and more real conversations with potential clients. Be wary of anyone who promises a specific income by a specific date.
What’s Your Next Step?
Start by finding your one missing piece. Before you hire anyone, you should know whether you need help getting clear, getting seen, or getting clients.
You don’t need a perfect plan to start. You need the right next step and someone who has walked the trail ahead of you.
Here are three easy ways to start:
Take the free assessment. Find Your Missing Piece is 17 questions and about 10 minutes. You’ll know which milestone to focus on first.
Get the free checklist. 9 Questions to Ask Before You Hire a Business Coach gives you every question from this guide, what to listen for, a scorecard to compare up to 3 coaches, and the red flags to watch for. Bring it to your next discovery call.
Talk it through with me. If you’re ready for support and want to see if we’re a fit, book a strategy call.
Cheers,
Michelle
About the author: Michelle Kuei is a business and marketing coach for coaches and the founder of Elevate LifeCoaching. She is a Certified Professional Coach through an ICF-accredited program, a certified copywriter, and a former pharmacist. She hosts the Make It Visible podcast and helps coaches across every niche get clear, get seen, and get clients.
Last updated: November 2026
Sources
2025 ICF Global Coaching Study, International Coaching Federation and PwC
How to Choose a Business Coach, U.S. Chamber of Commerce
Small Business Coach, Ramsey Solutions
How to Find a Business Coach, NerdWallet
