Need a business coach, where do you start?

Research has clearly identified the engagement of a business coach is critical to business durability and long term survival.

How do you ensure you have engaged the business coach who is right for you and your business? Not all coaches are the same, some have speciality skills whilst others will be more generic. You will most probably require the help of someone who has significant experience in your field of business or the attributes you are seeking to enhance.

A number of coaches may have excellent theoretical knowledge but you may require someone who brings real experience, understands what is required and knows what it feels like. Be cautious about equalling cost with quality. Be prepared to challenge any coach whom you may be considering engaging, ask for references and follow up.

Cost/benefit analysis is crucial. How does the cost relate to the business benefit to be achieved and over what timescale? Also, before engaging with a coach be sure you are willing to take on board any advice and guidance. Assuming of course it is practical and the end objective is achievable. Otherwise you are wasting everybody’s time and your valuable money!

Do not presume results will be instantaneous, it is great if they are but be prepared to invest effort and time for the longer term. A robust, sustainable improvement over time is preferable to a quick fix which cannot be maintained.

You need to understand what support you and your business require. To help with this, you should ask yourself these questions before approaching any potential coaches. What are the business challenges I need to address, for example is it financial control, increased revenue, marketing, sales technique, people management skills, etc?

What are my immediate, medium and longer term objectives? What are the key training and developmental issues I need to invest in to ensure business improvement and resilience?

In conclusion a good coach will listen to your answers to these questions but will engage in a process that will tease out the issues and make his own judgment as to what are the fundamental problems and opportunities to be addressed. If you agree and feel confident you can work with this person, then you are ready to negotiate.