What Makes a Good Business Coach for Therapists
UPDATED MARCH 2024What Makes a Good Business Coach for Therapists?
Ah, the [valued at $356,754] question! A business coach in the past had burned me. Badly. So when folks were asking me for help in their businesses? It took a lot of therapy, help from other entrepreneurial friends, and reflecting before I was ready to use the word "coach" anywhere in my business. In fact, it's something I still struggle with, and I often wonder if the word "consultant" is better.
What makes a good business coach for therapists? I've got a lot to say on that, and what's sad is that what makes a good business coach isn't just what they bring to the table but the things they don't do. Because I work with private practice therapists, I'll focus on private practice coaches. So let's start with the red flags, shall we?
Private Practice Business Coach Red Flags
These are just a few of the sketchy methods I’ve seen in the online coaching space. I’m sure I’m forgetting some, but these are the giant, waving red flags you need to know how to spot before signing up to work with a coach.
They’ve Only Done Coaching
These are the "running coaches who teach runners how to coach others," "Instagram coach for Instagram coaches," or "Therapist coach teaching you how to coach." As my friend, Meg Keene likes to say, "snakes eating their own tails teaching others how to do the same." (I may be paraphrasing, but you get the gist). If you are working with a private practice coach, have they done other work aside from private practice coaching? If not, what gives them the authority to help you with your private practice? (That's not a rhetorical question, there can be value in working with someone outside of the psychotherapy world).
2. Hidden Prices
Showing your prices is a form of consent. Full stop [note--for custom work or speaking engagements, a discussion must happen before a price is agreed on]. If hiring a coach or joining their program comes with hoop-jumping to find out the cost? I'd ask yourself what else they are hiding behind a paywall. This method--hiding prices--comes from sleazy forms of sales. The idea is that the person/coach tells you they have all the answers to your pain point and, "wouldn't any amount of money be willing to have those problems solved?" This is a manipulation tactic that relies on fear to close a sale. If they can't be upfront about their pricing, consider what else they'll be sketchy about.
3. Praise "Hustling," "Abundance Mindset," and “Big Risks"
These coaches ignore things like restoration, real financial fears, and the realities of big risks. There is value in [temporarily] hustling. There is value in considering another way of thinking about money. There is value in taking risks. But a red flag business coach won't allow you to think about things with nuance.
I ask folks to think about this through the lens of yoga. In a yoga class, you'll often hear talk of "the edge." The edge is this irritatingly magical place where a pose is uncomfortable, and staying in it allows you to get comfy in that discomfort. The focus is on breathing, deepening, and strengthening. This edge, my friends, is the growth zone. And this is where the magic happens both in coaching and in yoga. But pushing past that edge means shallow breathing, pain, and possibly injury. That is the danger/trauma zone. Shady business coaches try and teach you that the danger zone is where you need to be when in reality, you need to take a step back and hang out in the growth zone. A red flag business coach will tell you to "push past discomfort" instead of "sit with discomfort."
4. Unreplicable or Dated Methods
AKA the "my way or the highway" approach to coaching. "Go live on Instagram every day," "buy ads and run them to a free webinar," and "start a FB group to drive in aligned clients" are all examples of things that *might* work but are not guaranteed ways to fill a sustainable private practice. The internet moves at a quick clip--teaching things that worked five years ago, or heck, even one year ago might not drive the same results. For example, a few years ago, it was impossible to miss the "free masterclasses" all over social media. At the time of this post, those masterclasses have morphed into "free summits." I'm sure something else will come along that works for a minute until clients and consumers are savvy about what's happening. Instead of a coach who teaches you to rely on flash-in-the-pan methods, see if they incorporate elements of the foundations of a business in addition to quick-moving social media tactics. There's nothing wrong with including social media in your marketing, but it shouldn't be the only marketing outlet. When those algorithms change (and they will) you need to ensure you have something else to lean on in your business.
5. Promising Income Results
"$10k months in 30 days, 6 figures in a year, 7 figures after running ads" are all things that make me go, "uhhh, say what?" As a person who teaches other people how to set sustainable fees, I don't believe in a one-size-fits-all approach. Making these types of income promises is problematic in two ways. One--it emphasizes the client to reach the income goal. If they don't hit the income goal, the coach says, "look, I laid everything out. If you can't hit this income goal, it's your fault." Two--it neglects that these types of income goals won't help everyone. Hitting six figures in Des Moines, Iowa as a therapist is very different than hitting six figures in Austin, Texas, due to cost of living differences. It doesn't consider the individual's debts, family size, or living situation when making these income claims. A $10k month might be more than enough for a person with no children in their 40s with relatively little left on their student loans. But a $10k month for a single parent of four kids who needs to send them to private school because they are in a challenging school district might barely be enough to help them make ends meet.
6. Contracts that don't let you air your grievances [NDAs, non-disparagement, etc.]
As a consumer considering coaching, you need to keep in mind that the coaching industry operates with little to no oversight as opposed to the therapy industry. I'm not a lawyer. This is not legal advice. My understanding is that having a non-disparagement clause in a coaching contract is akin to a business coach saying, "even if I do something bad, and you have proof, you still can't say anything bad about me." Skrrrt! If you see this clause in a contract, it's fair to ask them why that clause is there. If they cannot reasonably answer it, ask yourself, "am I willing to never tell others the truth about this person, even if I feel they harmed me or others?" If you are ok signing on the dotted line with a gag order in place, have at it! Me? Hard pass.
7. Emphasizing the Value of Spending Money--On Them
As a person who uses money mindset, there is a ton of responsibility in helping others with their money mindset. I don't subscribe to "You have to spend money to make money," but there are instances where spending a little money makes a lot of sense. For example, as a coach for therapists in private practice, I often help my clients get comfortable upgrading their practice management software. These types of financial investments give them back time, energy, and often peace of mind instead of DIY-ing their practice management software. The DIYs I've seen include relying on things like a password-protected Word document, manually submitting insurance claims, or going back-and-forth to schedule when they could use a scheduling widget.
A red-flag business coach will tell you to rely on FB ads, influencer marketing, or maybe even hiring their "awesome friend" to help you write copy for your website. I'm not opposed to leveling up and paying for support, but having the foundations of a business in place, knowing what methods are working (and which ones aren't) are prerequisites before throwing money out there.
A Good Private Practice Coach
A good private practice coach does what a good therapist does in many ways. They offer individualized insight, listen reflectively, and encourage you to step into the highest version of yourself. Here are some things that are helpful in a good private practice coach.
Nuance in Tactics
When it comes to helping you price your services, market your practice, or hone in on a niche, they get that nuance matters. They offer you a menu of options and allow you to make the right decisions for your life circumstances. Yes, they might have ideas that make you nervous, but they don't force or coerce you.
2. They Know Their Scope
A good business coach knows the areas they know well and are happy to help you. They know their scope and are humble enough to say, "I don't know enough about that." They'll offer you resources or referrals for areas that are outside their area of expertise.
3. Realistic Outcomes
They don't promise pie-in-the-sky results. They offer realistic outcomes and have client testimonials as proof. Instead of "$10k months," they say something like, "increase your fee in a way that works for you." Instead of "have a waitlist in a week!" they say, "increase your referral network." Sure, it's not as flashy, but it certainly feels more doable!
4. Upfront About Their Experience
A good business coach lays out what they've done and how they are qualified to help you. This isn't just about where they trained, it includes their lived experience and how they've helped others with the type of problem they help with. PSA: I LOVE a "beta" group; there's nothing wrong with a new coach! BUT they need to be upfront if they are new.
How to Find a Good Business Coach
Just like there are good and bad therapists, there are good and bad business coaches. I encourage you to get specific on the type of help you need. Do you need help creating an email list? Seek out a private practice coach with experience in newsletter writing and lead magnet creation. Want someone who will brainstorm a niche with you? Find a coach who has expertise in niche-building. If you are thinking of starting therapy groups, find a coach with group-running knowledge.
If you are a private practice therapist ready to create a sustainable practice, I encourage you to find someone who offers what you are looking for! Even though I offer 1-time Power Sessions for private practice therapists. If you are a DIY-er, I’ve got a handful of self-paced mini courses specifically designed for therapists and other healthcare professionals in private practice that you can learn more about right here: