How and why entrepreneurs choose business coaches

According to The Alternative Board’s 2024 Member Survey, 68% of entrepreneurs reported increased turnover since joining TAB, highlighting the real impact of business coaching as a driver for growth and efficiency​. Since coaching can take many forms, finding the right coach remains essential for achieving meaningful ROI.

This year’s survey uncovered key questions business owners ask when choosing a coach and provided insights useful for both those seeking coaching and coaches looking to improve their offerings.

Whether you’re looking to bring on a business coach or build out your service offerings, the following questions are an excellent place to get started on your business coaching journey.

Who Makes the Best Small Business Coaches?

The 2024 results reaffirm that business owners often trust their peers the most. In past surveys, 73% of TAB members chose other business owners as their preferred advisors, valuing their practical experience with similar challenges. With 70% of businesses facing comparable issues, there’s great value in learning from those who’ve been in similar situations.

What is a Business Coach?

The answer to this may seem obvious, but it’s important to differentiate between a business coach and a business consultant. While consultants typically provide solutions, coaches help owners find the answers themselves. Karen Greetstreet from Passion for Business explains it well:

“A business coach will help you understand how and why you ride a bicycle, assist you in identifying obstacles, and run beside you. A consultant will show you which bike to choose, teach you to ride it, and, if necessary, ride it for you.”

Indeed, there are many things a business coach can do for you. There’s no right or wrong, or better or worse way when it comes to choosing the right advisor for your business. Understanding this distinction can help owners choose the right support for their needs.

When is the Right Time to Get a Business Coach? 

The survey shows that entrepreneurs benefit from coaching at all stages. TAB members value coaching for both steady growth and navigating uncertain markets.

David Scarola, TAB COO, explains,

“The question isn’t when do you need a business coach, but what do you need it for.”

TAB members use coaching to gain new perspectives, set goals, and strengthen their approach in all business climates.

Where do I Find a Business Coach?

For most business owners, finding the right coach starts with a recommendation—85% of TAB members rely on referrals when choosing an advisor they can trust. At TAB, we understand the importance of connecting with someone who truly gets your business challenges and goals.

Ready to take that next step? Visit our Find a Business Coach page to connect with a TAB facilitator near you. Discover how a supportive peer network and tailored coaching can help you reach your full potential.

Why Do I Need a Business Coach?

For many, accountability is the greatest benefit of business coaching. According to the survey, 82% of members find significant value in TAB’s coaching sessions. Coaches help leaders focus on what’s most important, improving follow-through and overall effectiveness. Other top benefits include support with growth, cost control, and executive skills.

Jeff Cayley of Worldwide Cyclery highlights this:

“Running a growing business can get complex. A coach helps you stay focused on what’s essential, and accountability can be the factor that turns plans into results.”

How Do I Choose the Right Business Coach? 

The survey found that business owners place the highest value on a coach’s style, philosophy, integrity, and expertise. As Scarola notes,

“Just as your core values drive your business, your coach’s values should align with yours.”

TAB’s peer advisory model combines the insights of other business owners with professional coaching, offering members a well-rounded approach.

If you’re ready to explore how TAB can bring a well-rounded perspective to your business, contact your local TAB advisory board today. With a strong peer network and dedicated coaches, TAB is here to support your business journey.