The SOP: Do I Really Need a Coach?

What do you need help with? Do you even know? Sometimes, we don’t know what we don’t know—and that’s exactly where a coach can be valuable. Other times, we do know, but we’re too busy, too stubborn, or too unsure of where to start.

A coach can push us, keep us accountable, and challenge our thinking. But not all coaches are created equal, and not every business owner needs the same thing at the same time. In my career I’ve worked with three different coaching companies, and each one had a different scope and approach—sometimes with some hard love.

I didn’t set out to go through multiple coaching programs, but as my business evolved, so did my needs. As shops grow, the market changes, legislation changes, and many other unknown aspects surrounding business can change, and sometimes coaches cannot evolve with the business. 

If the first experience isn’t great, don’t be discouraged, mine was not. It wasn’t a scam—it just wasn’t the right fit. I got some decent information, but it felt like a generic, one-size-fits-all system. And we all know that one size does not fit all in this industry. 
Even though my first attempt at hiring a coach hadn’t really delivered the outcomes I desired, I kept searching for the correct coach. There are many factors that can influence the selection of the right coach, but you should have a clear idea of the results you wish to achieve through the coaching process. In my case it was the second coach that changed everything.

It made me take a hard look at how I was running my shop. And I had to face an uncomfortable truth: some of my biggest struggles were self-inflicted. I wasn’t leading—I was micromanaging. I was working in my business, not on it. I had built something that couldn’t function without me, which meant I didn’t have a real business—I had a glorified job. That realization stung. But once I made changes—delegating, stepping into leadership, and setting my shop up to run without me—I grew. When I hit a point where I felt that I had achieved everything I could with this coach, I knew it was time to move on.

Understanding that coaches may not tell you everything that you want to hear and may drastically change how you run your business, and even adjust some ways you interact with people and staff, is not uncommon. But it’s not simple. Keeping your mind open and trusting the process will help you achieve your goals. 

Coaching covers many areas of business, and one of the most important is the financials. I used to think, we made a million dollars—that’s great! But was it profitable? Could I tell you exactly where every penny went? Nope. And that’s not okay. So now, I’m learning a whole new level of business ownership. Because that’s the thing about coaching—there are levels to this. What works for your shop today may not be enough for where you want to go next.
So ask yourself, do you really need a coach? Maybe, or maybe not. A coach can be incredibly valuable if you’re stuck, need structure, or want to grow but aren’t sure how. They help you see what you’re missing, keep you accountable, and push you outside your comfort zone. 

But here’s the thing—coaching isn’t a magic fix. You can’t just hire a coach and expect them to transform your business overnight. Show owners must be willing to put in the work. Just like hiring a technician, you need the right fit. The best coach in the world won’t help you if their style, approach, or expertise doesn’t align with your needs.

If you’re thinking about hiring a coach, ask yourself:

• What do I need help with? (Not just “to grow,” but specifically—is it leadership, financials, marketing, operations?)
• Am I open to feedback and willing to make changes? (If you just want validation, you’re wasting your money.)
• Do I have the time and energy to commit? (Coaching only works if you apply what you learn.) If the answer is yes, a coach can be a great investment.

How do you find a coach?

Talk to other shop owners. Find out who they’ve worked with, what they liked, what they didn’t. Get the real, unfiltered experiences—not just the polished testimonials on a website. Don’t just rely on word-of-mouth—do your own research. If a coach is as good as they claim to be, they should have plenty of free content out there. Think of it like a restaurant offering samples—before you commit to the full meal (and the price tag), you should be able to get a taste of what they offer.

Check their website—do  they have free resources, blog posts, case studies… If they don’t share knowledge freely, that’s a red flag. Listen to their podcasts or webinars—many coaching companies put out free content. This will give you a feel for their style and whether their approach makes sense for your shop and situation. Join industry groups—shop owner forums, Facebook groups, and trade associations are great places to find recommendations (and warnings).

Ask questions! If you get a referral, don’t just take it at face value. Ask why someone recommends a coach. What did they actually do for their business? The goal isn’t just to find a coach—it’s to find the right coach for where you are in your business. So be picky, be thorough, and make sure they can actually help you move forward.

The Bottom Line

A coach can be a game-changer, but only if it’s the right fit and the right time. If you’re considering coaching, don’t just jump in because someone else says you should. Be clear on what you need, find the right person, and be ready to do the work. If you’re not at that point yet, focus on learning in other ways—through mentors, networking, and self-education.

The most important thing? Don’t stay stuck. Keep learning, keep improving, and keep pushing forward—whether that’s with a coach, a mentor, or just through trial and error. So, what’s your next step? Coaching, mentorship, or just rolling up your sleeves and figuring it out? Whatever it is, don’t stand still—your business won’t grow that way.