How to find the right business coach

When you start as an independent entrepreneur, you have a lot to deal with. This was also starting entrepreneur Erik Idenburg’s experience. He has been co-owner of a car garage and car wash for 18 months. He attended 10 coaching sessions last year.

Benefits of a business coach

“Now that I am an entrepreneur, I ask a lot of myself,” Idenburg explains. “I want my business to grow, and I want to deliver high quality.” So, he engaged a coach to develop his leadership skills. “During the coaching process, we deal with situations I encounter, such as keeping an overview and leadership. My coach first listens carefully, repeats what I say, and then works with me to find a solution. She only gives advice when I have a problem and makes concrete suggestions. She also helps me make choices.” Thanks to funding from his sector, the coaching process is free of charge for Idenburg.

At the Entrepreneurs Soundboard, any entrepreneur can spar with an experienced entrepreneur free of charge.

Tips for finding a business coach

There are as many as 95,000 business coaches in the Netherlands, according to data from the KVK Business Register. How do you find a suitable coach for your phase of entrepreneurship? These tips that will help you find the right coach.

1. Determine what phase of business you are in

Knowing what your current situation is will help you choose the right business coach. Business growth follows Greiner's 5 phases, says KVK advisor Angèle Magré-de Monyé. She speaks to entrepreneurs daily about growth issues. “The growth phase depends on how many staff you have,” she explains. “At each stage, a different kind of coach is needed. When a company starts or grows to the next phase, it affects the company's structure, culture, and profitability. With growing pains as a result, such as more workload or new types of jobs. These growing pains can be a reason to work with a coach. But a coach is also useful if you want to learn more about leadership, like Idenburg. So, using Greiner's growth model, determine what stage you are in and what challenges it brings.”

Juliëtte Bach, marketing and communications manager at Entrepreneurs Soundboard recognises that the business phase determines which coach you need. “Are you a starter, or looking to expand, exploring a new market, or considering business succession?” she asks. “These are all triggers for a coaching request. Write down all your questions, group them by theme, and prioritise them by giving points to the most important questions, with 1 being low priority and 5 high.’ Entrepreneurs Soundboard offers free coaching in the form of sounding board sessions lasting 6 months. The coaching is provided on a voluntary basis by (former) entrepreneurs or business specialists such as accountants or managing directors.

2. Check requirements and expertise

You can assess coaches by their diplomas or a quality mark. Magré-de Monyé explains: “When a coach has a quality mark, you can be sure that they meet several requirements. Such as a minimum number of training hours and clients.’” Online, you can find coaches through quality marks such as NOBCO or StiR (in Dutch).

“Special expertise or training can be a deciding factor for your choice of coach,” says Magré-de Monyé. “Do you want to invest in starting or growing your business? Then look for a coach with a finance background. Do you need someone to guide you in growing as an entrepreneur? Then look for a coach with business training, or a knowledge of mindset training and directing thoughts to see opportunities.”

3. Check whether sector knowledge is needed

Sector associations are knowledgeable about their industry and know what is on the minds of their entrepreneurs. Some associations offer business coaching to members. Idenburg was able to take advantage of this through his sector association BOVAG. “BOVAG put me in touch with my coach from OOMT, the Training and Development Fund for the Motor Vehicle and Two-wheeler industry. The coaching sessions were even paid for by the fund,” says Idenburg.

Idenburg's coach has practical experience in the automotive industry and immediately recognised his challenges. Such as how to manage unskilled staff and how hierarchy works in a family business. Idenburg: “An experienced expert has often already dealt with the things I am up against, or perhaps will be up against. This understanding was a plus and meant that the coaching process fitted well with my needs as an entrepreneur. My coach also gave well-founded advice. For example, about communication with an employee who is quite dominant. Or how to get more return from the company.”

4. Decide whether you need local or international knowledge

You can choose a business coach for their local or international knowledge. KVK adviser Marco van Hagen is an expert in international business and explains: “A coach's country knowledge can help you with substantive issues or local problems. Think, for example, of a coach who works regionally and therefore knows a lot about retail development in South Holland. Or a coach with an international focus, with export knowledge and experience of cultural differences. Look for an entrepreneurs' network in your region, for example for a specific industrial estate or shopping area. Or for international entrepreneurship, look for specialised business coaches or entrepreneurial organisations. Sometimes there are subsidies for coaching programmes. For example, Netherlands Enterprise Agency, RVO offers the Support International Business subsidy, reimbursing up to €1,000 in consultancy costs.”

5. Read client reviews

Check the reviews about coaches before you engage with them, advises Bach: “This is how you know whether clients are satisfied. Sometimes you can also get information from reviews about pitfalls and whether you are the right target group. Check out different websites so you can find whether the coach suits you. The websites also have information about the coaching offer and who the main target group is. But also check independent reviews, for example via Google or social media.”