You’re about to invest thousands in business coaching. Maybe tens of thousands.
Most people ask the wrong questions. They ask about credentials, testimonials, and guarantees. They get smooth answers that reveal nothing.
Here are eight questions that actually matter. Plus what good answers and red flags sound like.
Question 1: What Results Do Your Clients Typically Get in the First 6 Months?
Not testimonials. Not best cases. Typical results.
Good answer: Specific metrics with ranges. “Most clients see 15-30% revenue growth and reduce their operational hours by 10-15 hours weekly. Here’s the breakdown by business stage…”
Red flag: Vague inspiration. “Every client is different, but they all transform their mindset and unlock their potential.”
If they can’t tell you typical outcomes, they either don’t track results or don’t get them.
At BGB, the average is 41% revenue growth across 300+ businesses. Not everyone hits it, but that’s the measured average. Specific. Trackable. Real.
Question 2: What Does Your Methodology Look Like in Practice?
Not the fancy name. Not the theory. The actual week-to-week work.
Good answer: Clear process steps. “Week 1, we map your current state. Week 2-3, identify your key constraint. Week 4, build the 90-day plan. Then we meet fortnightly to review progress, solve blockers, and adjust tactics.”
Red flag: Buzzword soup. “We leverage synergistic strategies to optimise your business ecosystem through transformational leadership dynamics.”
Good methodology is simple enough to explain, structured enough to replicate, and flexible enough to customise.
Question 3: Can I Talk to 3 Current Clients?
Not testimonials. Not past clients. Current clients you can actually call.
Good answer: “Here are three clients in similar situations. They’re expecting your call this week.”
Red flag: “Client confidentiality prevents that, but here are some testimonials…”
Every good coach has clients happy to share their experience. If they won’t connect you, ask why.
When you call these clients, ask:
- What specifically changed in your business?
- What surprised you about the program?
- What would you do differently?
- Who is this NOT right for?
Question 4: What Happens If It’s Not Working?
Every coaching relationship has rough patches. What happens then?
Good answer: “We have monthly check-ins on program fit. If it’s not working, we’ll adjust the approach or help you transition out. No lock-in contracts, 30-day notice to exit.”
Red flag: “Our program always works if you’re committed enough.”
Life happens. Businesses change. Good coaches have clean exit paths. Bad ones rely on guilt and sunk cost fallacy.
BGB runs month-to-month deliberately. If it’s not delivering value, members can leave. This keeps us accountable to deliver results, not just collect fees.
Question 5: What’s the Exact Investment?
All in. Every cost. No surprises.
Good answer: “$2,000 monthly, includes all sessions, materials, and community access. Optional workshop is $500. That’s it.”
Red flag: “Investment varies based on your commitment level and growth goals.”
If they can’t give you a straight number, they’re either making it up as they go or planning to upsell you constantly.
Get it in writing. Program fee, additional costs, payment terms, cancellation policy. All of it.
Question 6: How Many Clients Do You Work With at Once?
This reveals whether you’ll get attention or be a number.
Good answer depends on model:
- 1:1 coaching: “I work with 8-12 clients maximum”
- Group coaching: “40 members, with 3 coaches, so roughly 13 per coach”
- Hybrid: “20 in the group, everyone gets monthly 1:1 time”
Red flag: Evasion or massive numbers. “It varies” or “I serve hundreds of entrepreneurs globally.”
You want enough clients that the coach has pattern recognition, but not so many you’re lost in the crowd.
Question 7: Do You Have Experience in My Industry?
Trick question. The answer matters less than you think.
Good answer: “I’ve worked with 3 businesses in your industry. But honestly, the challenges you’re facing aren’t industry-specific. Here’s what I mean…” (Then they explain the universal principle behind your specific problem.)
Red flag (surprisingly): “Yes, I specialise in your exact industry.”
Why? Industry specialists often bring industry baggage. They assume what worked for another client will work for you. They miss innovative solutions from outside your industry.
The best coaches understand business principles that transcend industries. They bring fresh perspective, not recycled tactics.
Question 8: What Does Accountability Look Like Between Sessions?
This is where cheap coaching and good coaching diverge completely.
Good answer: “Weekly check-ins via our platform. You submit progress updates, I review and respond within 24 hours. Monthly scorecard review. Peer accountability pods meet weekly. Miss two updates, we have a reset conversation.”
Red flag: “You’ll have my email if you need anything.”
Coaching isn’t the sessions. It’s what happens between sessions. Without structured accountability, you’re buying expensive conversations.
The Questions Behind the Questions
When you ask these eight questions, you’re really discovering:
- Do they get consistent results? (Question 1)
- Do they have a real system? (Question 2)
- Will current clients vouch for them? (Question 3)
- Are they confident enough for month-to-month? (Question 4)
- Are they transparent about money? (Question 5)
- Will you get attention? (Question 6)
- Can they think beyond conventional wisdom? (Question 7)
- Will they drive implementation? (Question 8)
What to Do With the Answers
Score each answer:
- Clear, specific, confident = 2 points
- Decent but vague = 1 point
- Evasive or concerning = 0 points
12+ points: Strong candidate. Proceed to deeper discussion. 8-11 points: Mixed signals. Dig deeper on weak areas. Under 8 points: Keep looking.
The Question You Shouldn’t Have to Ask
“Will this actually work for my business?”
A good coach should tell you upfront if you’re not a fit. They should assess your readiness, your resources, and your reality. They should say no if it’s not right.
If they’ll take anyone with a credit card, they’re not coaching. They’re collecting.
How BGB Answers All Eight
We put our answers publicly because transparency builds trust:
- Results: 41% average revenue growth, 60% reduction in owner hours
- Methodology: Scale methodology, fortnightly group sessions, quarterly planning
- References: Any current member, happy to connect you
- Exit: Month-to-month, 30-day notice, no guilt
- Investment: $1,750/month, all inclusive
- Capacity: 40-50 members with 3 coaches
- Experience: Cross-industry principles, 300+ businesses
- Accountability: Weekly pod check-ins, monthly scorecards, direct coach access
We answer clearly because unclear coaches produce unclear results.
Skip the Guesswork
Before you interview any coach, understand where your business actually sits. Different stages need different support.
The Black Diamond Locator assessment takes two minutes. It tells you what stage you’re at and what type of coaching makes sense.
Get clarity on your business first. Then find the right coach for your stage.
Take the 2-Minute Assessment First
The right coach at the wrong time is still wrong. The wrong coach at any time is expensive education.
Choose wisely.
P.S. whenever you're ready, here are 4 ways I can help you get unstuck and moving forward:
1. Want to escape the 80-hour rat race?
Grab a free copy of my book. I wrote it to show you how I built a business that runs without me. So I could get my time, my family, and my life back. → Get your copy here
2. Need more consistent cash coming in?
If you're a solo operator and want to grow fast, our Business Class program helps you double your revenue in 6 months, or you don't pay. → Learn more
3. Already making decent money, but the business still leans on you?
Our Elite Program helps you build a team and systems that take the weight off your shoulders. You get the full Black Diamond System, plus a business that works while you don't! → Find out how
4. Not sure what you need, but know something has to change?
Book a free call. We'll look at where you're stuck, find what's holding you back, and map out a simple next step to get you moving. Did I mention it's free? → Grab a time here
