A business coach serves business owners similarly to how an athletic coach serves athletes by helping them realize their true potential and achieve championship success. A business coach works with owners on developing a vision and strategic plan, executing that plan through disciplined focus, accountability, and course corrections. Just as top athletes credit their coaches for their achievements, many successful business owners now also use coaches to take their businesses to the next level by gaining an outside perspective on opportunities for improvement.

1. What’s a Business Coach & Why Would I Want One? Raw Business // Issue 7 // June 2009
What’s a Business Coach
& Why Would I Want One?
C oaching in business?! We’ve all heard First, understand the “WHY”! Just like a sports coach, the
of a coach, in terms of a football team, business coach helps the business owner create, reinvigorate
an Olympic athlete, or a golfer. But for or crystallize a vision of what is going to be and WHY that
a business owner? That’s a new one! “Besides, destination is so important. Then it’s time to assess the
I’m doing well in my business. What can a current competencies, skills and assets available to deploy, as
business coach do for me?” well as the obstacles and challenges that must be overcome.
A detailed plan is the outcome. Our focus is on the five
Think about the top athletes in the world. What separates fundamental building blocks of a successful business:
the elite individuals and teams from the good? Certainly
the element of God-given talent is a factor. However, think 1.Sales
about those many athletes who have amazing gifts, but 2.Marketing and advertising
lack the desire, the goals, the knowledge, the belief or the 3.Team building and recruitment
discipline to excel. In addition to possessing all six of these 4.Systems and business development
characteristics, the athlete or team must have an exceptional 5.Customer service
plan coupled with exceptional execution to have any hope
for a championship win. Now the fun starts. The execution of that plan is an
iterative process involving conditioning (acquiring the
When athletes are interviewed after a noteworthy victory knowledge and skills needed), disciplined focus, passion,
or championship, to who do they many times give credit? drive, assignments, accountability, mid-course corrections,
Usually they give credit to: one or both parents, God, their teamwork, motivation, re-planning, victory celebrations,
teammates, and/or their coach. Michael Jordan never won belief and persistence. All are guided by the coach, who
an NBA championship until Phil Jackson became head has become a confidant for the business owner, working
coach of the Chicago Bulls. Tiger Woods credits his father on attitude and leadership development, as well as negative
(his first coach) and two other coaches for helping him to be self-talk.
the top golfer in the world.
" A Business Coach serves business owners similarly
to how an Athletic Coach serves athletes "
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2. What’s a Business Coach & Why Would I Want One?
Business coaching has become mainstream across America years and I’ve done well.” My reply: “Absolutely nothing.”
as multitudes of business owners and executives are If you have built your business successfully then you are
embracing the value provided by a business coach. unquestionably the expert in your field. There is nothing
I can teach you – about your business. What I can do is
“As a $100 million business, second only to the IT industry give you a completely objective view of your business from
in its North American growth rate, coaching is the latest, an outside perspective. I will work with you to enable you
must-have lifestyle and business accessory – the solution to to tap into the knowledge and experience gained from
both workplace under-achievement and premature stress working with thousands of businesses. I will introduce you
burnout.” (Vive, Summer 2000) to a way of thinking about your business that will change
the way you approach things, enabling you to increase your
“The Executive and Business coaching industry is growing horizons and take your business to the next level.
by about 40% a year.” (The Economist, November, 2003)
Let’s look at the sports analogy again. There is no denying
The difference between that Tiger Woods is an immensely talented golfer. Would
his raw talent alone have made him successful? Almost
Business Coaching and certainly. Yet it was Butch Harmon, his coach, who was able
Corporate / Executive & to recognize the full extent of that potential. He had the
knowledge of how to tap into it and had the skills to enable
Life Coaching... Tiger to realize his potential to the fullest. You see, Tiger
can’t see his own swing!
Getting results from working with a business coach is about
being open to three areas that you will probably need to It’s exactly the same in business. Many business owners
change: have made it on their own talent and are running profitable
businesses as a result. But the germane question is: “What
Awareness: A business coach will raise your level of is your TRUE potential and that of your business?” That’s
awareness. They will teach you the strategies you need to why business coaching is so important. It’s the key that can
get even better results from your business. They will teach unlock the potential in both you and your business. You
you how to increase profitability and cash flow through cannot see your own swing! Nor can I can see my own
better financial mastery, how to market and sell better, how swing. That is why I have a business coach.
to manage your time professionally and how to recruit and
manage your team better. Your business coach won’t tell you what to do. Your coach
won’t do the work for you. He/she will study your swing.
Ownership: Knowing what to do is only 20% of the equation. By asking you questions and drawing on your unique
Taking full and personal ownership is the next 30% towards knowledge and skills, and mentoring you where there are
making the changes you need to. “The buck stops with you.” gaps, you will be coached to achieve that true potential
“Knowing and not doing is not doing.” You have to open up within. You will be given the knowledge, the tools, the vision
and take ownership to change. and the motivation to take both you and your business to the
next level, and to ultimately enjoy the financial and lifestyle
Accountability: Who are you really accountable to for the benefits that come with it.
success of your business? It’s not your bank manager or your
accountant nor really your spouse. Most business owners Jim Rohn’s quote, “Don’t wish life was easier. Get better!”
are only accountable to themselves and usually collude, says it all. Business is simple, people are complicated.
deny or delude themselves at some level. Your business Changing your business can be the easy part. Changing
coach’s main role is to help hold you accountable for doing yourself and your team can be the greatest hurdle. Having a
the things that you have committed to do. This is the 50% business coach helps you maintain your motivation, refine
of the equation that will help get you the results you have your skills, gain constructive feedback and attain constant
chosen. You can acquire all the knowledge that you need improvement in your business – just like an athletic coach.
and take as much ownership as you want BUT without that What is YOUR true potential?
accountability most people, ultimately, don’t do what they
need to do to change. Andy Gwynn is a business owner, business
coach, property investor, author and
I’m already successful professional speaker, who has coached hundreds
A common question that I am asked is: “What could you of business owners to make more money, work
teach me about my business? I’ve been in business for less and build and sell businesses.
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