Just My E-pinion
By Brad Sugars

To emerge from economic turmoil as viable businesses, many firms (like GM, for instance) will have to make dramatic changes. A business coach might be your best bet to help you reorient to a changed business climate, says business coach Brad Sugars.

Sometimes, the best ideas come from a true, objective outsider, says Sugars, who is the founder and CEO of ActionCOACH. Here's his take on business coaching:

In today's environment, a good business coach may prove to be an invaluable resource. Unlike a business consultant, who may have a narrow area of expertise or highly specific knowledge of a particular industry, a business coach can offer a wider perspective for companies that can't see the proverbial "forest for the trees."

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Here are four questions to ask in determining whether you and your business are a good fit for business coaching:

1. Are you coachable—or at least willing to be coached?

This means acknowledging you don't know everything and being willing to implement new and sometimes uncomfortable ideas for your company.

2. Will you hold yourself accountable to the coach?

Business coaching introduces an "unreasonable friend" who is on task and on goal to make certain you are, too.

Let's say you told your business coach that your new marketing plan would be finished this week. Is it finished? If not, you are letting down yourself, your company, and your team (and wasting your investment in a coach).

3. Is your company culture right for coaching?

Business coaching works best in an environment that is not overly political. Culture typically starts at the top, or, if there is no organized culture, crudely put, the inmates institute the rules and "run the asylum."

4. What method of change is best for your business?

The best business coaching is focused on the long-term, because a number of things need to be in place to make companies profitable. Most business coaches are generalists. This isn't a bad thing. As long as the coach has a good understanding of the geographic marketplace, that person can usually bring new ideas and perspectives to the issues you are facing in your business.

How to Find a Good Business Coach

Generally, you should feel there is a good personality match with your coach. My rule of thumb is that if you could go out to dinner with your business coach, it's probably a good fit.

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Prepare a list of questions for your prospective business coach, including:

  • How will you work with my company and my team?
  • What is your background? How does your background apply to my business?
  • Do you work from a proven system and methodology? Can you outline it?
  • Do you have a support network? Are you part of a larger firm?
  • What is your track record of proven results?

After your initial meeting, ask yourself:

  • Did the coach clearly outline what he or she will do for me?
  • Did the coach ask good questions?
  • Will the coach hold me accountable?
  • Was the coach honest about how we would work together?
  • Does the coach put me and my company first, or is the coach only interested in selling coaching products and/or services?

Coaching—it could be one of the best investments your business has ever made. Find Brad Sugars online at ActionCOACH.com.