Business Coaching Scams Are on the Rise.

Times are tough, and everybody’s looking for ways to make or increase their income. Fair enough. The internet has made it easier than ever to get attention, whether you’re selling a product, offering a service, or just sharing your thoughts. That’s both a blessing and a curse.

Somewhere along the way, attention became its own form of currency.  Now we’ve got a booming market of online “coaches,” “mentors,” and “gurus” who’ve figured out how to sell not just their knowledge (real or imagined), but their confidence about their knowledge.  Business coaching scams are running wilder than a reality TV show reunion.  And though I genuinely believe there are some amazing coaches out there who legitimately help people reach new levels, being a coach is a calling. And not everyone’s called to do it.

What’s concerning is how many people I’ve talked to who’ve paid hefty fees to so-called “business coaches” who promised to help them grow or scale their companies, only to end up with little to no return on investment, left with little more than fancy Canva templates and an existential crisis.  And let’s say it out loud:  having a large social media following does not a business expert make.  In fact, I’d argue the opposite in many cases. Some of the worst customer service I’ve ever experienced has been from businesses with massive online followings – the ones too busy chasing brand deals to exercise quality control.

But I digress.  If you’re thinking about investing in a coach, mentor, or mastermind, I’m not saying don’t do it. I’m saying, be careful who you let guide you. In a world where anyone can hang a shingle out on Al Gore’s internet and set up shop as a guru, here are three things I’d do first before hiring a business coach:

Join professional organizations in your industry.

There’s real value in connecting with others who are doing the work you want to do. Most professional associations offer training materials, webinars, networking events, and continuing education from credible, vetted sources. If you’re serious about learning the ropes, this is a great way to get a foundational understanding of the business before paying someone to “teach” you what you could learn for a reasonable annual membership fee.

Pursue certifications from established organizations.

If you’re going to invest in your growth, invest with institutions that actually have standards and an industry-approved body of knowledge. Accredited programs are designed by people who’ve been there, done that, and have receipts. Suzie with the 1.2 million followers may be able to show you how to go viral for a moment, but the tried-and-true methodology you’ll learn from a legitimate organization will help you build something sustainable, and more importantly, lasting.  

Get out there and do the work.

No shortcut, no hack, and no 90-minute masterclass will replace good old-fashioned, consistent effort. The only real path to mastery is time and practice. You can’t call yourself an expert if you’ve only been doing something for six months.

Business coaching sounds like a smart shortcut, but if you’re not willing to take the long road – to learn, experiment, fail, and try again –  you’re probably in the wrong field. The world doesn’t need another glassy-eyed “entrepreneur” chasing a quick bag. What we do need are passionate, well-trained practitioners who bring real value to the table.

At the end of the day, you don’t need a $10,000 “clarity call” to catapult your business to success. You need focus, patience, and follow-through.  So before you fall victim to one of the latest, greatest business coaching scams, learn your craft.  Invest in real education.  Network.  Carve out your own path.  And whatever you do, *TLC voice* don’t go chasing algorithms…or grifting gurus.  Stick to the hard work. It’ll pay off in ways no viral reel ever could.

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