Updated July 16, 20266 min read
Written by Malcolm Reid Sr
Founder, President & CEO of ProGlobal Business Advisors
TL;DR
Start by naming the constraint you want fixed, then look for someone who has removed that exact constraint in a real business. Screen on operating experience and reachable references, not follower count. Ask what they would examine first — the good ones ask about your numbers; the weak ones talk about mindset.
Start with the problem, not the person
Most people begin by searching for a coach and end up choosing on rapport, price, or whoever markets hardest. That is backwards. Write down what you want to be different in six months, in specific terms — 'I can take two weeks off without revenue dropping', or 'we price at market and hold it'. That sentence is your brief, and it filters the field immediately.
Where to actually look
- Referrals from owners whose businesses resemble yours — the single highest-signal source.
- Your existing professional network: accountants and attorneys see which advisors produce results.
- Industry associations and peer groups, where reputation is visible over time.
- Directories and search, treated as a starting list rather than a shortlist.
How to screen
Once you have names, the screening question is always the same: have you solved this before, in a business, with money at stake? Ask them to describe a company like yours that they worked with and what specifically changed. Vague answers here are disqualifying — real experience produces detail.
- Ask what they would examine in the first 30 days. Look for numbers and process, not vibes.
- Ask what they have personally operated. Advising is not the same as carrying a payroll.
- Ask for two references you can actually call, and then call them.
- Ask what happens if it isn't working — a confident advisor has an answer.
- Ask what is out of scope. Anyone who claims everything is in scope is selling.
Red flags
- Guaranteed results, or a specific revenue multiple promised before they know your business.
- Pressure to decide today, or pricing that expires at midnight.
- A track record that consists entirely of teaching other people to teach.
- No references, or references you are not allowed to contact.
- Talks about their own success far more than about your constraint.
The best signal in a first conversation is what they ask you. If nobody has asked about your numbers, they are not diagnosing — they are pitching.
Trust the fit, but verify the record
Rapport matters, because you will tell this person uncomfortable truths and they need to be someone you will be honest with. But rapport is a necessary condition, not a sufficient one. Verify the record, then trust the fit.
Should a business coach have experience in my industry?
It helps, but it matters less than most owners assume. Constraints — pricing, founder dependency, no repeatable sales process — repeat across industries. Operating experience generally beats industry familiarity.
How do I check if a business coach is legitimate?
Look for a verifiable operating history, a named and reachable person behind the business, references you can contact, and clear scope and pricing before you commit. Legitimate advisors welcome scrutiny.
Should I hire a local business coach?
Rarely necessary now. Most advisory runs effectively remote, so the relevant filter is relevant experience, not postcode.
Key takeaways
- Name the constraint first — it becomes your brief and filters the field.
- Referrals from similar owners are the highest-signal source.
- Screen for operating experience and callable references.
- Biggest tell: do they ask about your numbers, or talk about themselves?
About the author
Malcolm Reid Sr
Founder, President & CEO of ProGlobal Business Advisors
Malcolm Reid Sr is the founder, President and CEO of ProGlobal Business Advisors. Before founding the firm he spent more than 25 years in operating leadership, and by his own account generated over $1 billion in sales across the companies he led. He now advises business owners and trains the advisors who do this work.
- 25+ years in business and sales leadership
- $1B+ in sales generated across companies led (career total)
- Founder of ProGlobal Business Advisors, Columbia, Maryland