# 004 - How to Choose the Right Coach
A Comprehensive Guide to Making the Best Personal Decision for yourself AND your business
Exciting times ahead! You’re ready to find yourself a business coach
There’s a moment when something inside you says: this can’t keep going the way it is.
You feel the pull to change — in life, in business, or both. And you start considering a coach.
Beautiful. Powerful. Also… a lot.
The coaching world is vast and varied. Slick sales pages, heartfelt stories, a thousand methods and price points. It’s easy to rush, to grab for the nearest promise of “results.” But the way you choose matters as much as who you choose.
I’ve never found my best mentors by forcing it. They appeared when I was a) ready and b) when I had the intention to finding support for a certain topic. My coaches would appear through a conversation, in my pilates studio, an event I randomly attended. Still, readiness doesn’t replace discernment. Your yes deserves clarity, not urgency.
Start with outcome, not hype
Before you look outward, get honest inward. What would feel undeniably different after coaching — in your energy, choices, or results? Name it. The outcome you seek shapes the calibre and style of support you need.
Trust resonance — then test it
Resonance often begins through a social media post, a podcast, a friend’s referral. It’s a green light to explore, not a contract. Meet them. Ask questions, ALL of them. Notice how your body responds in conversation: calm belly, steady breath, grounded openness — or tight throat and rushed assurances. Choose from clarity, not the high of the moment. Trust the resonance as much as your trust your discernment.
A coach is not a cheerleader
The right coach won’t just validate your story; they’ll help you re-author it. Expect empathy, yes — and also questions that challenge your default patterning. Discomfort doesn’t mean it’s wrong; it often means something important is moving. (Not to be confused with poor behaviour. Integrity is non-negotiable.)
Challenging the Dynamic:
As a client seeking advice, it's common to put the coach on a pedestal and believe everything they say. Don’t let the dynamic of someone ‘offering something that you want’ stop you from challenging and questioning them. ASK. YOUR. QUESTIONS.
The Sales Process
It is expected, as in all industries, that a coach will promote their services. Selling is essential for them to continue offering their expertise. However, there is a fine line between genuinely highlighting the value of their work and manipulating you into a commitment at all costs. A good coach will address your objections and skilfully navigate your natural resistance to transformative commitments, always prioritizing your best interests. Once you’re aware, you can easily spot the difference. One thing that should never be used as a sales argument in personal coaching is the promise of making more money as a result of the coaching. While financial growth is possible, justifying an investment with this potential outcome is unprofessional and unethical, especially when you’re at the beginning of your transformation journey. Ethical coaches focus on your holistic growth and well-being, ensuring that the coaching relationship is built on trust and genuine value.
The 8 Touchpoints of an Aligned Choice
Here's an overview of how you can approach making an informed decision about who to work with:
1) First contact: presence and professionalism
Do they offer a genuine connection call before selling?
Is communication clear and timely?
Is their business set up properly (website, ABN, contracts, insurance)?
2) Engagement & authenticity
Do they give you space to ask anything?
Can they speak to experience relevant to your needs — without centring themselves?
3) Credentials & philosophy
If qualifications matter to you, ask and verify.
What’s their coaching philosophy and role in the process? (Look for “I support your clarity” over “I fix you.”)
4) Sales ethics
Great coaches sell — ethically. They’ll explore objections with you, not pressurise you.
Red flag: “This will 10x your income” as the sole justification for investment. Your growth is holistic, not just financial.
5) Boundaries, terms & access
Clear scope, T&Cs, and refund policy.
Realistic availability between sessions.
Options for payment plans or alternative pathways if the investment isn’t right now.
6) Fit & flexibility
Do they ask thoughtful questions to understand you — not just place you into a template?
Are their tools adaptable to your context?
7) Integrity in action
Have they ever referred someone on because it wasn’t a fit?
Do they name your responsibility in the process? (Coaching is co-created.)
8) Spot the red flags
One-true-way frameworks.
Dismissiveness of your concerns.
Scarcity pressure, countdowns, “sign now or miss your chance.”
Glossy words that don’t match lived behaviour.
Your Somatic Checklist (Quick self-scan before you say yes)
Body: Is my breath steady and my chest open?
Pace: Have I allowed myself a full cycle of feeling before deciding?
Recognition: Do I feel genuinely seen — not just sold to?
Integrity: Are the terms, boundaries, and expectations clear?
Alignment: Does this coach expand my agency, not outsource it?
If any answer is a shaky “maybe,” it’s a no for now. Let the wave settle. The right partnership will still be right after 24–48 hours.
Conclusion:
You may not need to ask all these questions or probe into all these topics, but this guide provides an overview of what to look for based on what’s important to you.
Please be aware, a professional coaching commitment is usually an investment of time and money, and it is common practice not to offer refunds once a decision is made. Therefore, ensure you are well-informed and clear when making your decision.
The quiet truth
Coaching is an intimate container. Choose the person who helps you come home to your own leadership — in business and life — not the one who promises to be it for you.
If you’re exploring support and curious whether we’re a match, I offer a complimentary Connection Session. No pressure. Just space to ask, feel, and decide from clarity.