The 7 Reasons Coaches & Experts Are Hurting Your Business

By Mike Michalowicz (Google+)

Remember the children’s story, The Emperor’s New Clothes? In case you never read the classic Hans Christian Anderson fairy tale, it goes something like this: Two tailors hit up a very vain (Carly Simon’s ex-boyfriend perhaps) Emperor for a lot of cashola, promising to make him a fabulous, life-changing suit. They convince him that he’s special, and only people of his stature can actually see the suit, so when they show him the (nonexistent) fabric, he pretends he can see it. After all, he’s supposed to be able to see it, right? He doesn’t want the tailors to know he can’t actually see the fabric (which again, does not exist).

When the tailors return with the finished “suit,” they make a big deal about dressing him, and then let him go out into the village to parade around in… you guessed it, his birthday suit! Yup. The Emperor so much wanted to believe the tailors’ expert opinion about his character and his wardrobe, he actually went out into the streets buck naked (been there, done that).

 

 

Everyone is an Expert

We all need advice from time to time. Experts (me included) will gladly share their wisdom with anyone who needs it. The problem with experts (again, me included) is that sometimes they aren’t qualified to give advice. And worse, sometimes they are wrong. (I get that I’m walking a fine line because this article is technically my expert opinion, but hear me out.) The main problem with experts today: Everyone is an expert. Just for fun, ask the next five people you come in contact with in what areas they consider themselves to be experts. You are likely to find they are all experts in something – social media, home remedies, marketing, or just life. (I’m not dissing life coaches, but there are an awful lot of them roaming the Internet these days.) My personal favorites are those people who are experts in coaching people how to be experts.

Don’t get me wrong; we all need experts. The next time my dishwasher breaks, I want an expert in appliance repair to come fix it. And sure, if my business is lagging in the marketing department, I want an expert to help me kick it into gear. But I want a real expert, not someone who is going to feed me a line or blow smoke up my marketing hole. Hiring unqualified, opportunistic, or just plain green experts can really hurt your business. Here are the seven warning signs that you might be working with an expert who is anything but:

1. Been There, Done That? They Haven’t.

You’ve got a real company, with real problems and challenges – the last thing you need is an expert who has only considered these things in theory. A coach may have training in your field, but nothing beats hands-on, from-the-trenches experience. You want a coach or expert who has actual, real-life experience doing what you are doing, or what you aspire to do.

2. Big Words, Little Action.

It’s easy for an expert to gain credibility by writing (hey, look who’s talking… ahem…writing). Many experts quickly dominate their industry offering up sage advice in the blogosphere, writing a book, or creating some other content. But words mean nothing if you can’t execute. Look for coaches who practice what they preach, experts who both write (or speak) about what they do, and do what they write (or speak) about.

3. Render Advice When They Shouldn’t.

I don’t care if an expert has a hundred years of consulting experience in your industry, if they are not the end consumer of your product or service, their advice about the sheer awesomeness of your product or service is wrong. Anyone who claims to know if your idea is brilliant or bunk when they have no use or desire for it is no better than a psychic with a plastic “crystal ball.” The consumer knows what she wants – listen to her. Go for coaches or experts who, if not one of your end consumers, suggest you seek input from those who are.

4. Doesn’t Have a Coach.

Most coaches and experts will tell you that everyone could benefit from coaching/expert consultation, and so also employ their own coach or expert to help them with their own issues and goals. When an expert considers himself to be an exception to that rule, it’s a huge red flag because he either doesn’t really believe coaching is effective, or he thinks he has nothing left to learn. Look for a coach who also uses the services of a coach or expert to take their own life/business to the next level.

5. Doesn’t Learn from You.

Stellar experts are not all knowing; they simply have superior knowledge and hands-on experience in one category. When a coach isn’t eager to learn about your company and your industry, you may be getting a one-size-fits-all solution that may or may not work for you. Which, let’s be frank, you can just get from a book. Experts may have well-developed strategies that work most of the time, but to really be effective, they must learn and understand your business and tailor their guidance to your specific needs. Look for an expert or coach who is ready and willing to be both teacher, and student.

6. Tells You What You Want to Hear.

We all want to hear that we’re brilliant innovators destined for wealth and happiness beyond our wildest dreams – but what if it’s only partly true? What if our ideas need tweaking in order to work? What if we need to get real about our strengths and weaknesses so as not to kill our project before it gets off the ground? What if we’re making newbie mistakes or pie-in-the-sky projections that could put our dreams at risk? When a coach is overly complimentary and assuring of your greatness, it could be you have your own scheming tailor who will eventually convince you to buy your own version of the Emperor’s invisible suit because you are so amazing. Beware of “yes men” (and women). Instead, seek out coaches or experts who aren’t afraid to tell you like it is. I mean, that’s their job, right?

7. You Tell Me….

Hiring a coach or an expert to help you grow your business is a fantastic idea, but unless you want to end up parading down the street in the buff, heed the warning signs! And if an expert tries to sell you on something you know is just plain wrong (like nonexistent fabric), speak up! I don’t profess to know everything about hiring effective coaches or experts. So now it’s your turn. Fill in the final number: From your experience, what is the seventh warning sign?

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  • http://twitter.com/RheaBrown Rhea Brown

    SCREAMING YOUR PRAISES right now Mike! This is the #1 issue and concern that I find is happening right now. The world of business owners are experience fears, frustration and uncertainty because of an uncertain economy right now along with this new emerging technology that is just so quick to change and shift… EVERYONE became whatever it is that business owners needed. Bloggers became journalists, Secretaries became SOCIAL MEDIA CONSULTANTS (lololol) and Consultants became coaches.  

    Now, I too thread lightly because I offer advice, tips, tricks as well as examples of what it means to offer real service in your business as a way to showcase your knowledge of whatever audience you are looking to attract. BUT, my clients, fans and followers have become my friends and know I do everything in my business and my power to get them to think like their consumer. Most business owners do not consider and definitely don’t LISTEN to what is happening in the very industry they are trying to stand out in. 

    Also, having the God complex and not also learning from those that you work with, and having someone more aware of your circumstances personally and professionally is definitley DEATH to growth, change and most importantly Mike? TRUTH!

    And finally, btw, my client sent me this article to see what my thoughts were about it. She will (tell the world @Girlpreneurs:disqus) about how BRUTALLY HONEST and HUMBLE I am and my hope is that every service based business owner read this article my dear. 

    @RheaBrown

    • http://www.MikeMichalowicz.com/ Mike Michalowicz

      Rhea – Thanks so much for this honest and thorough feedback. I think with all the individuals using the titles of coaches and experts, and “real” coaches and experts get lost in the mix.  
      Personally I don’t like the titles “guru”, “expert”, “coach”, etc.  But I think they are appropriate to describe what people like you and I and many others do… but the weight or air importance those names carry are not accurate (in my opinion).

      How do you deal with it?  How do you balance the expertise you provide, with a title that may make you seem out of reach, and as you and I are pointing out is a title that has been worn out?

  • Caribbean Fortess

    Good topic, Mike. The seventh warning sign, in my view, is the absence of coach performance ratings and monitoring of business coach conduct by a regulatory body or otherwise. A mechanism is in place for the public to know if an attorney at law or architect has been de-listed. Am unsure if the same holds true for experts/coaches. Be that as it may it may be good to check to see if the business coach offers client-coach performance evaluations and vica versa? Perhaps consider working with ‘real experts’ who are comfortable with making available success rates. All and all, a great deal relies on trust so the age old approach never fails…check in with your ‘gut feeling.’

    • http://www.MikeMichalowicz.com/ Mike Michalowicz

      Gale – You are soooo right.  There is no measure of any sort.  I wonder it there is a Yelp type structure that exists for coaches and experts.  

      And you are right, there is no ability for a coach to be delisted.

      Have you ever had a bummer experience?  How do you avoid it in the future?

  • TBrown

    One size fits all programs. Even if they come from the same industry there are going to be differences between the coach and the entrepreneur in terms of talents, skills, and goals.

    • http://www.MikeMichalowicz.com/ Mike Michalowicz

      Not sure what you mean “one size fits all” in this case.  Do you mean that coaches do the one size fits all approach, or do you mean something different?

  • http://propodder.com Jay Walsh

    Mike, it’s nice to know that I’m not the only one who feels this way. Good article.

    Now if people could only follow these examples when choosing a politician  :)

    • http://www.MikeMichalowicz.com/ Mike Michalowicz

      Thanks Jay. I agree that this qualifies to all experts and leaders. Politicians too.

  • http://www.facebook.com/people/Terri-Brown/100000459568842 Terri Brown

    Sorry, I know that wasn’t clear. I guess you hit a nerve with this post because I’ve just recently been through it. I worked with a coach that was from my industry and had accomplished what I wanted to do, but I realized that we had different skills, talents, and goals and I couldn’t just follow exactly what she did. I was a good student and did all of my homework, but in the end, some of it didn’t make any financial sense, like taking on an additional 100 clients and giving them “just 30 minutes a month”. Logistically, that’s a full schedule. How did she think I was going to do my main work? I was also invited to sit in on her “mastermind” group and I was really disappointed to find out that I was the only one there with a business education. No one had a very successful business. It was more or less a brainstorming group, not a mastermind. I declined the offer to attend more meetings. Recently I’ve found out she seriously misread her market and is suffering as a coach. For what it’s worth, if she’d tried the insider’s strategy you talked about recently, she would have saved herself some grief.
     
    This whole coaching thing is getting out of hand. My coach ”referred” me to another coach’s event that turned out to be a massive group of coaches with programs. Now I get a ton of emails every day from dozens of coaches I’ve never heard of. I know who the secretary and “experts” coach that you talked about are and I know several people that have given them thousands of dollars. Unbelievable.  

    While I’m complaining, how about “coach incest” as a sign. A bunch of them run around as a group and try to learn from the same people, but if you investigate, they all have the same “daddy”. Just like real incest, they get dumber as you go down the line. Better yet, if a big portion of their program is about vibrational alignment with the universe and suggest you read books written by people that “talk” to spirits, I think that’s a good sign.
     
     

  • AJ Harper

    The seventh warning sign is when coaches hold out on you. Beware of coaches who require you to level up in order to get their “best” or more “advanced” information and insights. It’s one thing to upsell a different product or service, but if you have information that could help a client, just tell them! 

    • http://www.MikeMichalowicz.com/ Mike Michalowicz

      AWESOME POINT!!!!  That is like Michael Jordon saying, if only you paid me more money I would be a better player.  He always brought his best (and yes he was paid extremely well… but he brought his best always even when his salary increased he didn’t change… he brought his best before, during and after)

  • Tracey L Sanchez

    Although probably few of the type exist, a reason a coach could hurt a business is when they attempt to condescend your intelligence to satisfy their personal issues. 
     
    Recently, I was referred to a woman who claimed to have 25 years of coaching experience.
     
    As she spoke of her qualifications, she dropped numerous well-known names and told me about her extremely busy coaching schedule. 
     
    At one point she said, “I don’t normally meet with average people, and the only reason I chose to meet with you was because you were referred to me by the ___  company’s owners.
     
    I was shocked!  For that reason, I silently gathered my jacket, computer, and folders. While walking to the door, she said, “Where do you think you are going without giving me your billing address?”  Again, I was shocked but remained silent as I immediately left the office. 
     
    Although I wanted to confront the woman, I rememebered the power of silence, since it speaks louder than words. 
     
    The coach who attempts to condescend your intelligence could hurt the business unless you realize they have nothing valuable to offer, since their personal issues are in need of immediate attention.

    Get out Fast!

  • Tracey L Sanchez

    Although probably few of the type exist, a reason a coach could hurt a business is when they attempt to condescend your intelligence to satisfy their personal issues.   Recently, I was referred to a woman who claimed to have 25 years of coaching experience. As she spoke of her qualifications, she dropped numerous well-known names and told me about her extremely busy coaching schedule.  At one point she said, “I don’t normally meet with average people, and the only reason I chose to meet with you was because you were referred to me by the ___ company  owners. I was shocked!  For that reason, I silently gathered my jacket, computer, and folders. While walking to the door, she said, “Where do you think you are going without giving me your billing address?”  Again, I was shocked but remained silent as I immediately left the office.  Although I wanted to confront the woman, I remembered  the power of silence, since it speaks louder than words.   The coach who attempts to condescend your intelligence could hurt the business unless you realize they have nothing valuable to offer, since their personal issues are in need of immediate attention.
    Get out Fast!

  • Tracey L Sanchez

    Although probably few of the type exist, a reason a coach could hurt a business is when they attempt to condescend your intelligence to satisfy their personal issues.   Recently, I was referred to a woman who claimed to have 25 years of coaching experience. As she spoke of her qualifications, she dropped numerous well-known names and told me about her extremely busy coaching schedule.  At one point she said, “I don’t normally meet with average people, and the only reason I chose to meet with you was because you were referred to me by the ___ company  owners. I was shocked!  For that reason, I silently gathered my jacket, computer, and folders. While walking to the door, she said, “Where do you think you are going without giving me your billing address?”  Again, I was shocked but remained silent as I immediately left the office.  Although I wanted to confront the woman, I remembered  the power of silence, since it speaks louder than words.   The coach who attempts to condescend your intelligence could hurt the business unless you realize they have nothing valuable to offer, since their personal issues are in need of immediate attention.
    Get out Fast!

    • http://www.MikeMichalowicz.com/ Mike Michalowicz

      That is an EXCELLENT point Tracey. I can see that happening…. that someone goes into coaching to show off their knowledge.  In that circumstance, I would think the person is insecure in themselves.  That they are trying to prove to themselves their “worth”.  It could be a very damaging relationship where the coach is a “know it all.”

      I can’t believe the “average people” comment. What the hell?!?!

  • Donna

    Whenever I read an article like this, and sadly I’ve read a few, I always feel the need to jump in and clarify. Coaches and consultants actually do have certification and training, and you should feel free to ask what the letters after their name mean. If they don’t have any letters after their name, that may not mean that their advice isn’t good, but it does mean that they don’t have any formal training.

    Coaches can receive certification from the International Coach Federation, which is working hard to create strong standards for coaches. In order to receive any level of certification, you need a certain number of hours of training and coaching, as well as a passing grade on a written and oral exam.

    However, the term “coach” is thrown around very loosely these days. What some of you are describing are more mentors than coaches. Coaching is a very specific process, and it actually involves very little giving of advice. Coaches believe that the client has the answers, and it is the coaches’ job to bring them out. Very different than consulting.

    If you are considering working with a coach or consultant, look into their methods, and what they do themselves. If you like how they do business, chances are you will like their program. If you don’t like how they sell or deal with people or present themselves, then you will most likely not benefit from their program. Go with your gut.

    • Becky Blanton

      Excellent points. I agree. I’ve worked with many “coaches” as both client and vendor and have been surprised at the many ways they all see themselves! Some see coaching as therapy (it’s NOT), and others see it as a paid cheer leading position, no questions, direction or advice. I urge anyone looking for a coach to take their time and interview at least half a dozen before choosing one! You’ve given several points to ask about!

  • Stephen

    Lack of structure

    I am always weary of coaches who do not employ a process to their methods. Organization and structure (and I am not talking about the military type of structure) are essential to effective coaching. Organization and structure can mean something very different to each individual (i.e. Zappos customer service may be very different from the comparative structure at Apple). However, when I work with coaches/consultants that are “all over the board” with their thoughts, ideas and advice, I tend to be skeptical of their own confidence in the products or services because they haven’t employed any type of standardization or efficiency to their methods.

    Mike, how much stock do you put into the power of process? And don’t tell me “it depends” :)

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  • Becky Blanton

    Great tips! I’m with AJ. Someone who keeps upselling you after you’ve bought their expertise means you’re not a person, but an ATM in their eyes!