Why you should think TWICE before partnering with just any Coach or Consultant

Introduction:

The explosion of coaching and consulting opportunities on platforms like LinkedIn, SEEK and other job boards highlights a thriving industry in personal and professional development. However, I can assure you that not all roles or the professionals behind them are created equal. Let’s peel some layers off the onion and explore this concept further.

The edited advertisement below illustrates the type of opportunity you might often encounter, and while it may sound promising at first glance, it underscores the importance of vetting your coach or consultant carefully before committing.

Advert:

“Are you a coach or consultant seeking to join a dynamic team dedicated to serving different client segments in the area of online success education and leadership? Would you be interested in becoming part of a well-established global team of marketing specialists committed to helping clients achieve personal and professional growth through online platforms and distance learning? ?Do you possess expertise in High Ticket Sales, Marketing or Finance?” ….

Sounds great right? A really well-crafted sales strategy… almost verges on network marketing as these roles are nearly always promoted as a self-employment opportunity, but what are they actually selling. Let’s take a look.

The RISKS of working with the WRONG Coach or Consultant

Undefined Expertise

The job post Emphasises experience in "High Ticket Sales, Marketing, or Finance," but with only 5-7 years of prior experience required, there’s a risk of encountering professionals who lack any real depth in any one area. Real impact often comes from seasoned professionals with decades of cross-disciplinary expertise, not those dabbling in selling generalised leadership or online personal development programs.

They focus on Selling - Not Serving

Words like “High Ticket Sales” often signal a focus on revenue generation rather than delivering client outcomes. While the opportunity to work remotely with flexible hours and compensation models can be attractive, they don’t reflect expertise. The best coaches and consultants prioritise the contextualised needs of their clients, processes that deliver measurable results, rather than upselling premium-priced learning ?programs.

Ambiguity in Results Without clear metrics for success, it's difficult to determine how these programs actually benefit clients. Promises of personal growth through “online platforms and distance learning” can feel impersonal and generic, as they may not address and respond to individual challenges effectively.

Generic Approach The ability to "distill complex subjects into easily understandable information" is valuable, but when paired with an emphasis on generalist knowledge across multiple topics, it can dilute true expertise. A well-credentialed coach specialises in understanding you or your businesses specific pain points and tailor’s solutions to address them effectively.

Conversely, why work with a well-credentialed and EXPERIENCED career coach?

To me this is a NO brainer!

I want you to think of coaching, consultancy, and business advisory services as a key investment. An investment in you, your team, and or your business? Like any investment you would generally assess the reputation and experience of your vendor, the risks, identify expected features, advantages, return on investment, and any other benefits.

Albeit a lifelong coach and mentor across elite sport and business, I too have always maintained mentor / mentee relationships with two of my peers, one based in the UK and the other in the US. They are my sounding boards, my sage when I have difficult decisions to make, my shoulder to lean on when I need support. They both come with decades of proven global experience as business coaches, facilitators and mentors. They bring to me guidance and support that is priceless, and I never question authenticity of feedback, commitment, or value. Let’s explore this concept further with the following points.

Why work with a proven and experienced career coach?

Proven Expertise and Credentials

A reputable coach brings a wealth of formal education, certifications, and real-world experience. For example, seasoned professionals like my US colleague Scott Winter, an author, a globally recognised thought leader, coach and facilitator with 25+ years of strategic expertise, always demonstrates the level of credibility and knowledge that drives and delivers real results.

Tailored Strategies for Success

Unlike the one-size-fits-all off the shelf packaged approach offered by many of these online coaching organisations, a skilled coach works more intimately (almost at arm’s length) with clients to develop customised strategies and solutions based on individual goals, industry trends, strategic priorities, and market realities. This ensures tailored long-lasting impact.

They FOCUS on Accountability and delivering measurable RESULTS.

A great coach doesn’t just “educate”; they mentor, challenge, and guide clients with actionable steps that target predefined and measurable outcomes. Their success is tied to their ability to help you achieve meaningful change and results with your personal aspirations, career, or business.

Deep understanding of leadership, organisational and personal development practices

A coach with experience across multiple industries brings nuanced insights into navigating complex challenges. Their expertise is rooted not just in theory but in hands-on application, lived experience, and ensuring relevance to your unique context. They are not selling and teaching material from pre-scripted manuals and workbooks as prescribed by many online service offerings. They offer personalised, targeted and implemental strategies to grow you and your businesses long-term success.

Selecting the right COACH, and how to avoid falling into the WRONG hands

Check their track record

Look for coaches with a demonstrable history of success, generally at least 10 years of coaching or executive leadership experience supported by written testimonials, public speaking history, work experience, case studies, and a portfolio of achievements.

Ask about their credentials Beyond certifications, identify what distinguishes their methodology to that of other providers?

How do they approach the initial discovery phase and build out customised content to fit your specific coaching needs? Do they have published works, appropriate business building experience, or recognition as a thought leader in their field? Can they provide you access to 100 plus written testimonials or five-star Google reviews?

Assess their commitment to YOUR Growth

A genuine coach invests in their clients’ success and offers personalised strategies rather than cookie-cutter solutions. Are they flexible and innovative with their delivery methodology? Are they prepared to offer blended solutions inclusive of face-to-face engagement and service guarantees?

Be mindful that a lot of the current advertised roles for coaches are SLAES driven appointments, targeting the sales of online learning and professional development programs. These people are compensated on their ability to sell, recruit and coach others into the program. This isn’t business or life coaching, rather it’s a sales and marketing strategy!

Beware of an overemphasis on Sales

To me, if the emphasis is on high-ticket sales or aggressive marketing, it’s an immediate red flag. The focus should be on value delivery, providing you with a framework, a clear path and strategy laced with regular coaching contact and tailored resources to grow you, your team or business, not squeezing maximum dollars out of you.

Conclusion:

Choosing the right coach or consultant is a critical investment in your future success. While the coaching industry is brimming with opportunities, it’s essential to align yourself with a recognised industry professional who has the credentials, experience, and dedication to elevate your career or business. Avoid settling for mediocrity when seasoned, well-respected professionals are available to guide you toward lasting success.

Last key point, don’t base your final decision on price alone, seek out the best VALUE Proposition, find the person that connects and resonates with you, the person you feel is committed to your success. There’s an old and wise sage saying that “The Cheapest isn’t always the BEST”. ?Place relationship, rapport, trust, and value at the forefront of your decision making.

I’m happy to discuss this article or your specific coaching needs at any time. Just respond to this article or DM through LinkedIn.

Mark Jones.