If you’ve ever thought about hiring a business coach, you know how overwhelming it can be. The coaching space is crowded and noisy, especially online—everyone promises results, but it’s hard to know who’s legit, who’s a fit, and who can truly help you move forward. As someone who has hired business coaches and also provides coaching, I want to share what I’ve learned to help you make a smart, intentional choice—especially as a creative.

First: Get Clear on What You Need

Before hiring anyone, you’ve got to define what you’re looking for. What are the specific challenges you’re facing? What’s the outcome you’re hoping for? You don’t need to have all the answers—that’s what coaching can help with—but you do need clarity on the kind of support you’re seeking. If you can’t name what you need, it’s hard for anyone to deliver it.

Understand the Difference: Coaching vs. Consulting

This is big. Coaching and consulting are not the same thing.

• Coaching pulls answers out of you. It’s exploratory. Coaches create space for you to reflect, make decisions, and discover strategies on your own.
• Consulting is more directive. Consultants use their expertise to give you concrete advice, plans, and tools to move forward.

Both are valuable, but they serve different purposes. Know which one you need before you hire.

Do the Research

Once you know what you’re looking for, ask around. Tap into your network. Search online. Get multiple options so you can compare and assess. Just like any big decision, you need context.

When looking at potential coaches:

• Do they specialize in working with people like you?
• Do they understand your field, your goals, your values?
• Is their approach specific or vague?
• Are their offerings clearly defined?

Look for testimonials, social media presence, past work, and details about how they work. The clearer their process, the better. A coach should be able to explain what working with them looks like from start to finish.

Set Up a Call

Before committing, schedule a 1:1 conversation. Share your goals. Ask them to walk through their process, timeline, and payment terms. Get a feel for who they are—do they care? Do you click?

That human connection is essential. You want someone in your corner, who genuinely wants to help you win.

Also ask:

• How many clients are they working with now?
• Do they have time and space to support you?
• What times do they usually meet?

If they don’t already offer it, request to speak with a past client. Hearing directly from someone they’ve worked with can give you critical insight.

Price: What You Pay vs. What You Get

Cheaper isn’t always better. In fact, it rarely is. Coaches charging below market rates often need more clients to sustain themselves, which can mean less time and attention for you. Higher pricing often reflects experience, capacity, and the kind of care you’ll receive.

That said, make sure the price is justified by the value—ask questions, get clarity, and assess for yourself.

Coaching Works

A great coach can be a game changer. They’re part cheerleader, part strategist, part accountability partner. But it only works if you do the work—both before and during the engagement.

If you’re curious about coaching, 3pts offers it as part of our membership. And if we’re not the right fit, I’m happy to refer you to others or help you vet someone you’re considering.

You don’t have to do this alone—but choosing the right partner matters.