What is business coaching? It’s a working partnership where a coach helps you, the business owner or leader, get clear on your goals, make better decisions and follow through on them. A business coach doesn’t run your company for you. They ask hard questions, point out what you can’t see from the inside, and keep you accountable while you grow.
If you’re thinking about hiring one, it’s normal to feel a little unsure. Coaching isn’t cheap, and the word “coach” covers a lot of ground.
Keep reading to discover:
- What a business coach does (and doesn’t do)
- The main types of business coaches, from small business to startup coaches
- How business coaching differs from consulting
- What a business coach costs
- How to choose a great business coach
What is business coaching?
Business coaching is one-on-one (or small group) support focused on two things: your business goals and you as the person running the business.
Sessions usually happen every week or two, by video or in person, over a few months. A typical coaching relationship looks like this:
- Discovery call. You talk about your goals and see if you click. Many coaches offer this for free.
- Goal setting. You agree on what you want to change and how you’ll know it’s working.
- Regular sessions. You work through decisions, roadblocks and plans, then leave with clear action steps.
- Support between sessions. Some coaches offer email or message check-ins, so you don’t get stuck waiting for your next call.
- Review. You look back at your progress and decide whether to keep going.
Many independent business coaches run this whole process through a coaching platform like Paperbell, from booking the discovery call to paying for a package and signing the coaching agreement.
The focus depends on what you need. One owner wants help with pricing and sales. Another wants to stop working 70-hour weeks. A new manager wants to lead a team with confidence.
What does a business coach do?
A business coach’s job is to help you think more clearly and act more consistently. Here’s what that usually looks like.
Helps you set the right goals
Most business owners have plenty of goals. The hard part is picking the few that matter most right now. A coach helps you choose, break them into steps and set targets you can track.
Pressure-tests your strategy
A coach asks the questions your team might not. Who exactly is this for? Why would they pay for it? What happens if it doesn’t work?
You still make the call. You just make it with fewer blind spots.
Keeps you accountable
This is a big one. It’s easy to let important projects slide when you’re buried in daily tasks. Knowing you’ll report back to your coach next week is a strong nudge to follow through.
If accountability is mostly what you’re after, read more about accountability coaching.
Works on your mindset and confidence
Running a business can be lonely. Self-doubt, fear of raising your prices or a habit of saying yes to everything can hold you back as much as any strategy problem. A good coach helps you spot those patterns and work through them.
Builds your skills
Depending on their background, a coach may help you get better at sales conversations, hiring, delegating, managing your time or leading a team. Some also help you get more done in less time.
Here’s the thing. A business coach isn’t an employee or a done-for-you service. They won’t write your marketing plan or fix your books. They help you do those things better yourself, or figure out who to hire for them.
Business coaching vs. consulting: what’s the difference?
People mix these up all the time, and plenty of professionals offer a bit of both. But there’s a real difference in how they work.
- A business consultant is hired for their expertise to solve a specific problem. They study your business, give recommendations and sometimes do the work. Think “here’s what you should do.”
- A business coach helps you build the skills, habits and clarity to solve problems yourself. They guide more than they prescribe. Think “what do you think you should do, and what’s stopping you?”
In short, a consultant hands you answers. A coach helps you find your own and act on them.
So which do you need? If you have a technical problem, like setting up your accounting system or building a website, a consultant or specialist is usually faster. If you know what to do but aren’t doing it, or you’re facing decisions only you can make, a coach is often the better fit.
Some people also look for a mentor: someone who has done what you want to do and shares what they learned. Here’s how a mentor and a coach differ.
Types of business coaches
“Business coach” is a broad label. Most coaches specialize, and picking the right type makes a big difference.
Small business coaches
Small business coaches work with owners who run the business day to day. Common topics include pricing, cash flow, hiring your first employee, marketing on a small budget and getting out of the weeds. Many have run a small business of their own.
Business coaches for entrepreneurs and solopreneurs
If you run a one-person business or freelance, look for a coach who works with entrepreneurs at your stage. They tend to focus on your offer, finding clients and building a business that doesn’t take over your life.
Startup coaches
Startup coaches help founders get a new company off the ground. That can mean testing an idea, finding early customers, building a team and getting ready to raise money.
Business coaches for women entrepreneurs
Some coaches focus on women founders and leaders. Many women choose them because they want a coach who gets their experience, from pricing with confidence to running a business alongside caregiving.
Sales coaches
Sales coaches help you or your team find better leads, handle sales calls, follow up and close more deals.
Marketing coaches
Marketing coaches help you figure out who your ideal customers are, what to say to them and where to reach them. Learn more in our guide to what a marketing coach does.
Executive and leadership coaches
If you lead a team or a company, an executive or leadership coach focuses on how you communicate, make decisions and manage people. Read more about executive coaching and hiring a leadership coach.
Signs you could use a business coach
Not sure if coaching is for you? These are common signs it could help:
- You feel overwhelmed and don’t know what to focus on first
- You keep missing your goals, or growth has stalled
- You know what you need to do but keep putting it off
- You’re facing a big decision, like hiring, raising prices or changing direction
- You’ve stepped into a leadership role and want support
- You’re doing everything yourself and it’s wearing you out
If two or three of these sound familiar, business coaching could be worth a look.
How much does a business coach cost?
Most business coaches charge somewhere between $100 and $500 an hour. Newer coaches sit at the lower end. Seasoned coaches and specialists often charge $300 to $750 an hour or more, and top executive coaches can go well beyond that.
Many coaches don’t sell single hours, though. They offer monthly plans or packages instead. One industry pricing guide puts entry-level monthly coaching at around $500 to $1,500 a month, mid-tier coaching at $1,500 to $5,000 a month, and a basic three-month program at $1,500 to $5,000.
What you pay depends on:
- The coach’s experience and niche
- How often you meet
- Whether you get support between sessions
- One-on-one coaching vs. a group program (group is usually cheaper per person)
Many coaches don’t list their prices publicly, so ask about rates and packages on your discovery call.
💡 On a tight budget? SCORE, a nonprofit partner of the U.S. Small Business Administration, offers free mentoring from volunteer business professionals. Mentoring isn’t the same as coaching, but it’s a great place to start.
Is a business coach worth it?
It can be, if you go in with a clear goal and pick the right coach. Business coaching tends to pay off when:
- You have a specific goal or problem to work on
- You’re ready to act on what comes up in your sessions
- The cost won’t put a strain on your business
- The coach has worked with businesses like yours
It’s usually not worth it if you want someone to do the work for you (hire a consultant or freelancer instead). And be wary of any coach who promises guaranteed income or results. No honest coach can promise that.
One tip: agree on what success looks like before you start, and check in on it after three months. That makes it much easier to decide whether to keep going.
How to choose a great business coach
Here’s a simple checklist to run through before you hire anyone.
- Get clear on your goal first. “Grow my business” is vague. “Raise my prices without losing clients” gives a coach something to work with.
- Look for relevant experience. Has the coach worked with businesses your size, in your industry or at your stage? Ask for examples.
- Check their training. Business coaching isn’t regulated, so anyone can call themselves a business coach. Credentials are voluntary, but they show a coach has invested in their skills. The International Coaching Federation’s ACC, PCC and MCC credentials are some of the best known, and you can confirm one on the ICF website.
- Read reviews and testimonials. Look for specific results from real clients.
- Book a few discovery calls. Talk to two or three coaches before you decide. Notice who listens well and asks good questions.
- Ask how they work. How often will you meet? Is there support between sessions? What’s the minimum commitment, and can you cancel?
- Trust your gut. You need someone you can be honest with. If it doesn’t feel right, keep looking.
Watch for red flags, too: guaranteed results, pressure to sign up on the spot, or a pricey long-term package before you’ve worked together at all.
Well-known business coaches to learn from
Before you hire anyone, it can help to learn from coaches who share a lot for free through books, podcasts and videos. Here are four well-known names.
Marshall Goldsmith
Marshall Goldsmith is one of the best-known executive coaches in the world. He wrote What Got You Here Won’t Get You There, Triggers and The Earned Life (2022), and Thinkers50 has twice ranked him the world’s top leadership thinker. He’s a great fit for leaders who want to change how they work with people.
Marie Forleo
Marie Forleo created B-School, an online program for people starting and growing an online business. She’s also the author of the #1 New York Times bestseller Everything Is Figureoutable, and she hosts The Marie Forleo Podcast and MarieTV on YouTube.
Amy Porterfield
Amy Porterfield teaches entrepreneurs how to create and sell online courses. Her long-running podcast, formerly Online Marketing Made Easy, became The Amy Porterfield Show in 2025. She also wrote Two Weeks Notice, a book about leaving your job to start your own business.
Melinda Emerson
Melinda Emerson, known as the SmallBizLady, focuses on small business owners. She hosts The SmallBizChat Podcast, runs SmallBizLady University and wrote Become Your Own Boss in 12 Months and Fix Your Business.
Learning from big names is great. But most people get more from a coach who can focus on their specific business, at a price that fits.
Business coaches you can hire on CoachCompare
Here are a few business coaches with profiles on CoachCompare.
Lauren Ashley Carter
Lauren is a business and executive coach with a Wall Street finance background. She works with entrepreneurs and small business owners on strategy and growth.
Ciara Ungar
Ciara is a New York-based business coach who specializes in leadership and startup advising, including funding, launching and growing startups.
Michelle Vitale
Michelle is a holistic business coach who helps women entrepreneurs build businesses that feel emotionally sustainable.
Sarah Olsen
Sarah is a mindset, business and life coach with over 15 years as a business owner herself. Her programs include support for neurodivergent clients.
Cheryl Thornton
Cheryl coaches women stepping into new leadership roles and brings more than 20 years of experience in HR.
FAQs about business coaching
What does a business coach do?
A business coach helps you set clear goals, test your plans, build skills and stay accountable. They guide your thinking and decisions, but you do the work and make the final calls.
What’s the difference between a business coach and a business consultant?
A consultant uses their expertise to solve a specific problem for you, often by telling you what to do. A coach helps you build the clarity and skills to solve problems yourself. Many professionals mix both approaches, so ask how they work.
How much does a business coach cost?
Most business coaches charge between $100 and $500 an hour, with experienced specialists charging more. Many sell monthly plans or three-month packages instead of single sessions.
Who are the best business coaches for entrepreneurs?
The best business coach for you is one who has worked with entrepreneurs at your stage and in your type of business. Well-known names like Marie Forleo and Amy Porterfield share lots of free content for entrepreneurs. For one-on-one help, compare a few coaches who specialize in working with entrepreneurs.
Who are some top female business coaches?
Marie Forleo, Amy Porterfield and Melinda Emerson are three well-known women in business coaching and education. On CoachCompare, you’ll also find coaches like Michelle Vitale and Cheryl Thornton who focus on women entrepreneurs and leaders.
Does a business coach need to be certified?
No. Business coaching isn’t a licensed profession, so certification is voluntary. A credential shows training, but real experience with businesses like yours matters just as much.
How long does business coaching last?
It depends on your goal. Many coaches sell three-month or six-month packages, and you can renew if it’s working.
Can a business coach help a small business?
Yes. Small business coaches specialize in the challenges owners face, like pricing, cash flow, hiring and marketing on a small budget. Look for one who has run or coached businesses your size.
Find a business coach who fits your business
Business coaching works best when you have a clear goal and a coach who knows businesses like yours. Finding that coach is the step most people rush.
On CoachCompare, you can browse business coaches, read their profiles and message the ones you like before you commit. It’s free to compare profiles and message coaches! You can also explore startup, marketing and sales coaches.
Are you a business coach? Paperbell gives you a simple coaching website plus scheduling, payments and contracts in one place, and you can start with a free account. You can also list your coaching on CoachCompare to reach new clients.
This post was originally published on June 14, 2023 and has been updated with new information for accuracy and comprehensiveness.